Intrinsic betterness and reason based extrinsic preference towards social shopping: A study among college students in Bangalore
Consumer behavior; Extrinsic factors; Intrinsic factors; Social shopping
The main purpose of this study is to analyze the Intrinsic and Extrinsic factors and its impact on the social shopping of student community in the city of Bangalore. Bangalore is one of the most popular cities in the down south. This city attracts a mix of various cultures from various countries of the world. Thus, this city and population would be apt to study the social shopping pattern considering the Intrinsic and Extrinsic factors. The data was collected from the student community, perusing their college education in the city of Bangalore. Using convenient sampling method, a sample size of 225 was drawn from educational institutions in the city of Bangalore. The research work makes use of both first hand and second-hand data. The reliability of the data is acceptable as the Cronbach's alphas value is more than. 6. The drafted questionnaire was subjected to expert opinion before the data collection process. The study results make it clear that both intrinsic and extrinsic values motivate the consumers to get involved in the social shopping. But comparatively consumers are more influenced by those factors present in the external environment. It can be concluded by saying that, youngsters are quite smart before putting themselves into the purchase behavior, as they are in a group of friends, they get influenced by various experiences and comments shared by many. In a way social shopping is better, as too many minds generate ideas for a single purchase. 2018 Transilvanian Association for the Literarure and Culture of Romanian People (ASTRA). All rights reserved.
Transilvanian Association for the Literarure and Culture of Romanian People (ASTRA)
Raja A.S.M., Department of Commerce, Christ Deemed to be University, Bangalore, India; David D., Department of Commerce, Christ Deemed to be University, Bangalore, India