ABSTRACT

The purpose of this research effort is to examine the factors influencing young Indian consumer decision making. Present research considers consumer decision making as a conscious and deliberate process, influenced the most by exposure, information processing, and advertising effectiveness. There is a greater need to study these factors in a country like India, which has the world’s largest youth population and also is an emerging economy. This study identifies a positive relationship between exposure and information processing with consumer decision making. The research effort depicts that advertising effectiveness to a great extent influences consumer decision making and has a positive relationship with information processing.

摘要

这项研究工作的目的是研究影响印度年轻消费者决策的因素。当前的研究认为，消费者决策是一个有意识的，经过深思熟虑的过程，受曝光，信息处理和广告效果的影响最大。在像印度这样的国家中，更需要研究这些因素，印度是世界上年轻人口最多，同时也是新兴经济体的国家。这项研究确定了曝光和信息处理与消费者决策之间的积极关系。研究工作表明，广告效果在很大程度上影响了消费者的决策，并且与信息处理有着积极的关系。