AN EMPIRICAL STUDY ON THE EFFECT OF PAYMENT MECHANISM FOR PURCHASING INTENTION – THE MODERATING EFFECT OF CONSUMER INVOLVEMENT IN SELECTED PRODUCT CATEGORIES IN VADODARA
Journal Title: International Journal of Marketing and Technology - Year 2011, Vol 1, Issue 7
Abstract
With the growth of India in terms of its per capita income, and along with that the development of infrastructure, consumers today have lot of choice in terms of shopping for products and services. The purpose of this research paper is to find out the purchasing intention of the people of Vadodara city towards two products categories i.e.high involvement and low involvement. Further, a study of the effect of this involvement on payment mechanism is also analysed and found out.
Authors and Affiliations
CS. Ashutosh A. Sandhe, Dr. Amit R. Pandya and DR. Abhijeet Chatterjee
Keywords
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