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Understanding The Adoption Behavior Of Indian Consumers: The Key To Enhance The Diffusion Of Personal Computers, Chitra Krishnaswamy
Understanding The Adoption Behavior Of Indian Consumers: The Key To Enhance The Diffusion Of Personal Computers, Chitra Krishnaswamy
Communications of the IIMA
The market for personal computers, particularly in the household segment, is burgeoning on account of the liberalization, privatization and globalization measures initiated by Government of India. Consequently competition to win over the PC market has intensified. This scenario has enhanced the need for understanding the adoption behavior of the personal computer which would enable marketers to arrive at strategies corresponding to the target markets socio, economic, political, cultural and competitive setting at the macro level and adopter-centered approach at the micro level. This study is based on the collection of primary data from 335 adopters of personal computers and 165 …