CONSUMER BEHAVIOR COMPARISONS OF YOUTH OF URBAN PUNJAB AND HARYANAJournal: International Journal of Management (IJM) (Vol.10, No. 4)
Publication Date: 2019-07-17
Authors : Ashoo Gupt;
Page : 507-518
Keywords : Consumer Behavior; Marketing Strategy; Youth of Urban Punjab and Haryana;
This study aims to analyze and compare the consumer behavior of youth in urban areas of Punjab and Haryana, two neighboring states in northern India. The study was conducted through a questionnaire survey with a sample size of 300 respondents from urban areas of both states. The data was analyzed using descriptive statistics and frequency analysis to determine the significant differences between the two states. The study found that the youth of both states have similar preferences in terms of brand loyalty, purchase frequency and price sensitivity. However, there were significant differences in their decision-making processes, product preferences, and sources of information.
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