( ISSN 2277 - 9809 (online) ISSN 2348 - 9359 (Print) ) New DOI : 10.32804/IRJMSH

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A STUDY ON CONSUMER BUYING ATTITUDE THROUGH TRI- COMPONENT (COGNITIVE, AFFECTIVE AND CONATIVE) MODEL

    2 Author(s):  DR. ASHEESH TRIVEDI,ADARSH SACHAN

Vol -  11, Issue- 12 ,         Page(s) : 146 - 155  (2020 ) DOI : https://doi.org/10.32804/IRJMSH

Abstract

This descriptive research studies and analysis the attitude of consumers of Kanpur towards cigarette. The attitude of the customers was measures with the help of Tri component model in which there are three main component of attitude: cognition, affection, and conation. In this research we focus upon the effects of demographic factors on buying attitude of consumers towards cigarettes. With the help of average we are able to find out which cigarette is better between ITC and PMI, monthly expenses of consumers. For testing the effects of demographic factors on buying attitude of consumers we applied ANOVA test which shows that there is no impact of demographic factors in the buying intensions of the consumers. The objectives of this study is to know the prefer brand by the consumers and their behaviour, believe and preferences towards smoking. The preference of the consumer is checked on various parameters like price, quality and availability of the cigarettes and suggestions were ask form the consumers.

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