THE IMPACT OF DEMOGRAPHICS AND SOCIAL CLASS FACTORS ON PURCHASING BEHAVIOR OF FASHION LUXURY GOODS MARKET IN BATTICALOA DISTRICT

Management

The study is mainly focusing the impact of demographics and social class factors on purchasing behavior of fashion luxury good market in Batticaloa District. Factors such as purchase amount, brand choice, purchase timing, dealer choice are main factors which will influence the buying decision of the consumers. In the study the demographics and social class has been taken in to consideration to measure the consumer purchasing behavior. The factors affecting the consumer buying decision has been analyses in order to understand the purchasing behavior This study only limited to Urban and Rural area in Batticaloa District. The sample population of 100 has been analyzed through a questionnaire had been distribute in order to collect data. Regression technique (Durbin – Watson, R, Adjusted R Square) is being used to evaluate the consumer buying behavior. By using this method Hypothesis were tested. Finally objectives were discussed according to the result witch collected through hypothesis testing.

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