Role relaxed and status seeking attitude of consumers with reference to four wheeler owners in Coimbatore city, Tamil Nadu

Customer playing the three distinct roles of user, payer and buyer differ in their intention towards buying a product, some purchase for a real need, while some others purchase for the want of status, Status seeking consumers are those who give much importance to the non functional attributes of the product such as beauty, attractiveness, brand, social comparison, prestige etc While Role relaxed consumers are those who give importance to the salient features of the product they are willing to purchase, the concentration of the product lies only on the functional attributes of the products for the role relaxed consumers. Car a common means of transport is bought by people not only for the transportation purpose; it is also bought for comfort, convenience, fun, and prestige/status. The motive of this research is to analyze one of the two most important consumer behaviors with regards to car that is the Role relaxed consumer behavior and Status seeking consumer behavior. The respondents are the salaried people of both the government and private sector in Coimbatore who owns car and they are chosen by the simple random sampling technique with a sample size of 172. One way ANOVA, Correlation and Z test were performed for the data analysis. The findings tell that there is a significant difference between different age groups and gender with regards to status seeking and role relaxed consumption and the respondents possess a high status seeking attitude rather than a role relaxed attitude.