Modelling the impact of variables influence happiness of young consumers - exploratory study of marketing implications from Middle East
by A.M. Sakkthivel; M. Rashid Malik
International Journal of Business Forecasting and Marketing Intelligence (IJBFMI), Vol. 3, No. 2, 2017

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.

Online publication date: Mon, 08-May-2017

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