Likshan Chamara, Lihinika Sayuri, Mano Weligodapola

Behaviour towards online purchasing of Gifts; Generation X and Y

• Broschiertes Buch

Produktbeschreibung

This book is the outcome of the project which was undertaken to analyze the factors affecting Consumer behaviour towards online purchasing of gifts; a comparison between generation X and Y, Sri Lanka. This research study carries outs to measure the level of purchasing decision making for online gift buying in Sri Lanka comparing between generation X consumers and Generation Y consumers. The research was conducted by using the Likert scale questionnaire measuring five variables of Psychological factors, social factors, cultural factors and the purchasing decision of the consumers. This was conducted with the 553 consumers, while 242 consumers were from Generation X and 311 consumers were from generation Y. It was revealed that, for generation Xers psychological factors as in related with the interest and knowledge plays the highest role while for Generation Y, the cultural and social characteristics have a similar effect. As a final recommendation, raising the purchasing frequencyof the clients isn't easy when it comes to developing a service conducted via online even with generation Y. Therefore it needs to be properly incorporated and developed.

Produktdetails

• Verlag: LAP Lambert Academic Publishing
• Seitenzahl: 112
• Erscheinungstermin: 14. Januar 2019
• Englisch
• Abmessung: 220mm x 150mm x 7mm
• Gewicht: 185g
• ISBN-13: 9786139995301
• ISBN-10: 6139995302
• Artikelnr.: 55159084

Autorenporträt

Mano Weligodapola è professore di Economia e Commercio Internazionale presso la SLIIT Business School, Sri Lanka. I suoi interessi di ricerca includono l'economia imprenditoriale, il business internazionale e lo sviluppo delle PMI. Likshan Chamara ha conseguito una laurea con lode in Marketing. Lihinika Sayuri si è laureata con lode in Marketing.