Impact of Demographic Factors on Consumer Behaviour - A Consumer Behaviour Survey in Himachal Pradesh

Rakesh Kumar

Rakesh Kumar Commerce Department, Shaheed Bhagat Singh College, University of Delhi, India;

Keywords: After Sales Services, Brand Preferences, Consumer Behaviour, Warranty Period

Abstract

Consumer behaviour doesn’t remain the same or constant in every situation it changes time to time. There are various factors
which affects consumer behaviour. As the change comes in these factors, consumer behaviour also changes. The demographic
factors which affect consumer behavior are: (1) age (2) sex (3) marital status (4) income (5) family background (6) education
(7) occupation (8) family size (9) geographic factors (10) psychological factors. In this grim battle for snatching maximum
share of market, only those producers are destined to emerge victorious who will be able to read the pulse of the buyers. And
this is here, where buyer behaviour has a very important role to play. There are so many demographic factors like age, sex,
income, occupation, education, marital status and family background which affects the behaviour of consumers. Here an attempt
has been made that how and to what extent these factors affects the behaviour of consumers. It is quite necessary for
the manufacturers of four-wheeler to know the behaviour of consumers. So, that they can increase their sales and capture the
maximum share of the market. In this research paper an attempt has been made to know the affect of demographic factors on
consumer behavior.