prefix: doi.org/10.52283/1.ajbmr |
News Updates
Current Issue: Vol.09 No.01 2024
Ajbmr indexed in Australian Business Dean Council (ABDC) | Find us on: Academic Journals Database, World Cat , ISI
-
Perception and Purchase Behavior of Functionally Illiterate Women for Food Products in Delhi
►Mohd. Danish Chishti
Mohddanishchisti@gmail.com
https://orcid.org/0000-0002-3183-1400
►Abdullah Bin Junaid
►Faheem Ahmed
►Priyanka Indoria
Received: 05 May, 2022
Final Revision: 28 November, 2022
Accepted: 01 December, 2022
Published: 08 January 2023
doi.org/10.52283/NSWRCA.AJBMR.20220701A06
AbstractIndia, as the world’s fastest emerging economy, is no exception to the international problem associated with functional illiteracy. Millions of consumers penetrate the marketplace with inadequate literacy skills which makes them make ineffective decisions that may endanger an opportunity to optimize their already inadequate financial resources. This study provides marketers with valuable information and insights about the characteristics of Indian consumers in terms of their perceptions and purchase behaviour. The study was exploratory and descriptive in nature. A screening test was conducted to first qualify the respondents for the study and then a survey-based questionnaire was used for data collection. Women respondents were chosen, and Judgment sampling was used to recruit willing respondents that met the selection criteria. The study confirms the previous studies that functionally illiterate consumers earn a low income. Price was identified as the most influential factor during the purchase of food products for functionally illiterate women. The results are consistent with the findings of Viswanathan who suggested that low literate or illiterate consumers do not tradeoff between groups of product characteristics. The study benefits retailers as they seek to understand consumers’ problems and demands as well as improve facilities provided in their stores to assist functionally illiterate consumers. The study is significantly beneficial for policymakers as they could frame policies that will emphasize visual product depiction so that functionally illiterate consumers can make informed decisions. The study also benefits food product manufacturers as they could develop the products keeping in consideration the functional illiteracy of consumers. Appreciating that illiterate consumers are not equipped with adequate knowledge related to structure and function and they spend the money they earned with a danger of being browbeaten, the findings of this study can be effective in helping such customers make well-informed purchasing decisions to make optimal use of their hard-earned income.Keywords: Functionally illiterate, consumer behavior, purchase behavior, food products, perceptionPages:79-89 :: Download-View
