Relationship between time pressure in information search and demographics-an econometric application

The main objective of this study was to compare the information search behavior of consumers against pressu res of time of two developed areas namely Santa Cruz and Powai in Mumbai City. This study was carried out at two Mohalls/areas namely Santa Cruz and Powai of Mumbai city, Maharastra. The sampling technique used for data collection was non-probability sampling; the method used was convenience sampling. The study was fully based on primary data. The tool constructed for the collection of data was a questionnaire. The questionnaire used in the present study was self-structured, which is designed after intense review of various literatures available in the field of consumer behaviour and time pressure in information search.Consumer buying behaviour mainly depends on his attitudes. The middle aged people have positive attitude towards beauty cosmetic products compared to young aged people. Monthly family income does not have any influence on the attitude towards beauty cosmetic products. All categories of people want to maintain their self image regarding physical appearance among the society. Regarding occupation and marital status, housewives and married people have positive degree of attitude towards beauty cosmetic products. Thus, the relationship between demographics and information search behaviour of customers ofboth areas have been assessed with the help of regression analysis. It can be concluded that the amount of search varies with the variation of demographic features. This study was limited to only two mullas of mumbai city where future research could aim to identify a more representative sample of India from all walks of life. The questionnaire used in the present study was self-structured, which is designed after intense review of various literatures available in the field of consumer behaviour and time pressure in information search. The questionnaire was divided into two sections. Section I of the questionnaire consists of demographic variables such as gender, age, income, education level, profession/occupation and marital status and three questions related to time pressure and nine questions related to buying behaviour of customers to collect opinion of respondents. All the questions of section II were measured using a Five Point Likert scale.