Impact of Demographical Factors on Perceived Marketing Mix and Services

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Navneet Rawat, Nagendra Kumar Sharma, Wen Kuo Chen


The market size of consumer durables is very large in India. The consumer durable goods market has seen a significant shift in the last two decades. Because of the developing technology, the consumer durable market is broadening. There are a variety of products in this segment and it is complex to manage the marketing of such product segments. In developing countries like India, there is a vast diversification in the demography, because of the large population size. The big size of the demography creates complexities in market segmentation that leads to an understanding of the right customers for products in the market. The large demography contains a big number of diversified consumers and customers. The taste and preferences are also changing and it’s creating another challenge for the marketers. In this study, the focus has been given to understand the demographic characters of the consumers and checking its impact on the perceived marketing mix and services. The study focuses on consumer durable goods specifically, cellphones, two-wheelers, and other home appliances like television, refrigerator, and washing machines. The total sample size of the study was 610 consumers from selected key areas ofUttarakhand.

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