Title: Modelling the impact of variables influence happiness of young consumers - exploratory study of marketing implications from Middle East

Authors: A.M. Sakkthivel; M. Rashid Malik

Addresses: IFIM Business School, #8P & 9P KIADB Indl Estate, Electronics City, Bangalore 560100, India ' IFIM Business School, #8P & 9P KIADB Indl Estate, Electronics City, Bangalore 560100, India

Abstract: The paper examined the variables that influence young consumers' happiness during purchase with reference to Sultanate of Oman. The study used two major constructs, i.e., internal and external variables and tested the impact of such variables over young consumers' happiness. 200 respondents (male and female) below the age group of 30 were interviewed through personal interview and multiple linear regression analysis used to determine the results. The results revealed that: 1) external variables found to have more impact over young consumers happiness; 2) country of origin, promotion and appreciation from society found to have more influence; 3) marketing implications of such results were discussed.

Keywords: young consumers; happiness; purchase; internal and external variables; linear regression model; Sultanate of Oman.

DOI: 10.1504/IJBFMI.2017.084043

International Journal of Business Forecasting and Marketing Intelligence, 2017 Vol.3 No.2, pp.93 - 108

Received: 26 Nov 2016
Accepted: 18 Dec 2016
Published online: 08 May 2017 *

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