Implementation of “Implementation of “Project Udaan” to increase Market Share of Washer category with reference to Whirlpool of India Ltd”
Mr. SURAJ GUPTA, Dr Anita Choudhary, Mr. Mandeep Singh
1. MBA (Marketing), NIMS University, Jaipur, India
2. Associate Professor, NIMS University, Jaipur, India
3. MBA (Marketing), NIMS University, Jaipur, India
E- mail Id: - 1. surajgupta18434@gmail.com
2. anita.ch@nimsuniversity.org
3. mandeepsingh1official@gmail.com
ABSTRACT
Hoarding behaviour has garnered increased attention from researchers and practitioners due to its significant impact on consumer behaviour, marketing strategies, and overall well-being. This
research paper aims to explore the multifaceted factors that influence consumer attention towards hoarding and contribute to a deeper understanding of this phenomenon.
Consumer attention towards hoarding is a complex construct influenced by various individual, social, and environmental factors. This study employs a mixed-methods approach, combining quantitative surveys and qualitative interviews, to investigate the determinants of consumer attention towards hoarding.
The research identifies key variables, including psychological factors (e.g., attachment, anxiety), sociocultural factors (e.g., peer influence, cultural norms), and environmental factors (e.g.,
advertising, accessibility), which all play a pivotal role in shaping consumers' attention towards hoarding. Furthermore, the study explores the interplay between these factors and their
cumulative impact on hoarding behaviour.
The findings of this research contribute to the existing literature on consumer behaviour by shedding light on the nuanced aspects of hoarding and its antecedents. Insights derived from this study can be instrumental for marketers, policymakers, and mental health professionals in developing effective interventions and strategies to address hoarding-related issues and promote healthier consumer choices.
Understanding the factors that drive consumer attention towards hoarding is essential for creating informed strategies to mitigate excessive consumption, reduce waste, and foster sustainable
consumer behaviour. ours in today's consumer-centric society. This research paper offers valuable insights into this critical area, fostering a more comprehensive understanding of hoarding and its implications for both individuals and society at large.
