Abstract
This study uses regression analysis to determine the effect of demographic characteristics on information search behaviour of FMCG consumers so as to extract the most influential demographic element influencing the information search behaviour. Further correlation matrix is used to analyse the interdependence of demographic variables. Finally marketing implications are suggested.
Full Text 
Sign-in/Register to access full text options
Sign-in/Register to access full text options 
Published version (
Free)
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
