A Study on consumer attitude towards the products sold through network marketing

The present study focuses on exploring the consumer attitude towards the products purchased from network marketing channels and analyse the problem and prospects of network marketing channel as compared to other marketing channels by assessing the respondents demographic profile, their attitude and preference towards different types of marketing channel. The study also intends to know the relationship between respondent preferences with the different factors which they consider while selecting a particular Marketing channel. In a survey of 183 respondents, the findings confirm that different factors influencing customers in favour of purchasing product from network marketing channels differ significantly across the demographic characteristics of the respondents. On the basis of the study, it is suggested that channel partners should buildup positive rapport with the customers to change their attitude towards product sold through these channels.