Consumer Buying Behaviour: A Comparative Study of Male and Female Users of Electronics
1 The University of Agriculture Peshawar, Pakistan
2 The University of Agriculture Peshawar, Pakistan
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.
Keywords: Consumer Buying Behavior, Electronics brand, Analytical Hierarchy Process.