A COMPARATIVE STUDY ON PSYCHOGRAPHICS AND PURCHASE FREQUENCY AMONG COLLEGE STUDENTS IN COIMBATORE
This paper attempts to study the psychographic characteristics of the Engineering and Arts and Science College students in Coimbatore; and also to understand the effect of psychographics on the frequency of purchase of different products and services that the students themselves purchase. AIO (Activities, Interest and Opinions) inventory and the List of Values (LOV) scale were used to understand the psychographics of the target population. Both the Engineering and Arts and Science College students are having similar interest and opinions, activities, values and purchase frequency of the service groups. Purchase frequency of the product groups having a significant difference that is Arts and Science college respondents purchase frequency is differ from Engineering College students.
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