ISSN 2394-5125
 

Research Article 


THE YOUNG CONSUMERS PREFERENCES FOR BUYING ATTRIBUTES: A CONJOINT ANALYSIS APPROACH

Dr. Dwarakanath Siriguppi, Dr.Vijayudu Gnanamkonda, Dr.Chakravarthi Koundinya.

Abstract
Young consumers‟ preferences shifted from only emotional to both emotional and rational while buying their
preferred product or service. They are looking for more benefits than they are getting versus the cost it is to
them. In this, we can see the young consumers‟ buying decision making which does not depend on one or two
attributes or one or two brands. It may have combinations. There is a wide scope to the young consumers when
companies are offering a competitive edge within the expected price range of young consumers. There are
several studies conducted in developed countries. No study was carried out to denote exclusively young
consumers‟ mindset towards automobiles, attributes that are influencing buying decisions. Many studies proved
that young consumers‟ buying preferences are more on branded clothing, automobiles, and cell phones. Hence
this study has taken up to study the young consumers‟ buying preferences in an automobile (midrange car)
attribute. There is a paucity of specific literature also. The main purpose of this paper is to identify the most
influencing attributes of a product on young consumers‟ who are in the age group of 21 to 35. The present study
was done just a month before the pandemic across India through an online survey. The conjoint analysis is
administered to identify the most preferable attributes rank wise. This study found the fact that young consumers
have a higher preference for a brand in a car purchase. At the same time, the preference is going for low priced
cars. It is a fact from this study that there is the least priority for Safety in a car by young consumers.

Key words: Consumer Preferences, Product Attributes, Conjoint Analysis.


 
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How to Cite this Article
Pubmed Style

Dr. Dwarakanath Siriguppi, Dr.Vijayudu Gnanamkonda, Dr.Chakravarthi Koundinya. THE YOUNG CONSUMERS PREFERENCES FOR BUYING ATTRIBUTES: A CONJOINT ANALYSIS APPROACH. JCR. 2020; 7(4): 3897-3910. doi:10.31838/jcr.07.04.433


Web Style

Dr. Dwarakanath Siriguppi, Dr.Vijayudu Gnanamkonda, Dr.Chakravarthi Koundinya. THE YOUNG CONSUMERS PREFERENCES FOR BUYING ATTRIBUTES: A CONJOINT ANALYSIS APPROACH. http://www.jcreview.com/?mno=137233 [Access: June 02, 2021]. doi:10.31838/jcr.07.04.433


AMA (American Medical Association) Style

Dr. Dwarakanath Siriguppi, Dr.Vijayudu Gnanamkonda, Dr.Chakravarthi Koundinya. THE YOUNG CONSUMERS PREFERENCES FOR BUYING ATTRIBUTES: A CONJOINT ANALYSIS APPROACH. JCR. 2020; 7(4): 3897-3910. doi:10.31838/jcr.07.04.433



Vancouver/ICMJE Style

Dr. Dwarakanath Siriguppi, Dr.Vijayudu Gnanamkonda, Dr.Chakravarthi Koundinya. THE YOUNG CONSUMERS PREFERENCES FOR BUYING ATTRIBUTES: A CONJOINT ANALYSIS APPROACH. JCR. (2020), [cited June 02, 2021]; 7(4): 3897-3910. doi:10.31838/jcr.07.04.433



Harvard Style

Dr. Dwarakanath Siriguppi, Dr.Vijayudu Gnanamkonda, Dr.Chakravarthi Koundinya (2020) THE YOUNG CONSUMERS PREFERENCES FOR BUYING ATTRIBUTES: A CONJOINT ANALYSIS APPROACH. JCR, 7 (4), 3897-3910. doi:10.31838/jcr.07.04.433



Turabian Style

Dr. Dwarakanath Siriguppi, Dr.Vijayudu Gnanamkonda, Dr.Chakravarthi Koundinya. 2020. THE YOUNG CONSUMERS PREFERENCES FOR BUYING ATTRIBUTES: A CONJOINT ANALYSIS APPROACH. Journal of Critical Reviews, 7 (4), 3897-3910. doi:10.31838/jcr.07.04.433



Chicago Style

Dr. Dwarakanath Siriguppi, Dr.Vijayudu Gnanamkonda, Dr.Chakravarthi Koundinya. "THE YOUNG CONSUMERS PREFERENCES FOR BUYING ATTRIBUTES: A CONJOINT ANALYSIS APPROACH." Journal of Critical Reviews 7 (2020), 3897-3910. doi:10.31838/jcr.07.04.433



MLA (The Modern Language Association) Style

Dr. Dwarakanath Siriguppi, Dr.Vijayudu Gnanamkonda, Dr.Chakravarthi Koundinya. "THE YOUNG CONSUMERS PREFERENCES FOR BUYING ATTRIBUTES: A CONJOINT ANALYSIS APPROACH." Journal of Critical Reviews 7.4 (2020), 3897-3910. Print. doi:10.31838/jcr.07.04.433



APA (American Psychological Association) Style

Dr. Dwarakanath Siriguppi, Dr.Vijayudu Gnanamkonda, Dr.Chakravarthi Koundinya (2020) THE YOUNG CONSUMERS PREFERENCES FOR BUYING ATTRIBUTES: A CONJOINT ANALYSIS APPROACH. Journal of Critical Reviews, 7 (4), 3897-3910. doi:10.31838/jcr.07.04.433