Abstract
Laptops, smartphones and tablets are currently changing the way life. While
they have been used as a tool for finding information for a while, they are now
also used for multitasking. Though, little effort has been done to sort out
consumer buying behavior for laptop, mobile and especially tablet electronics
brand. The purpose of this paper was to examine the buying behavior of male
and female consumers of Pakistan towards consumer electronics. Data were
collected from four different cities of Pakistan i.e. Peshawar, Rawalpindi,
Islamabad, Lahore through structured questionnaire. SPSS version 20.0 was
used to inspect the results. To find out the preferences of the consumers while
making a purchase decision we used Analytical Hierarchy Process (AHP).
Prioritization of factors was done with the help of Analytical Hierarchy Process.
The paper helps management to review their advertisement campaigns and
improve their electronics according to the needs of the consumers.
Sunil Chander, Muhammad Raza. (2015) Consumer Buying Behaviour: A Comparative Study of Male and Female Users of Electronics, Abasyn Journal of Social Sciences, Volume-08, Issue-1.
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