Kavitha, T C and Ashok, D (2014) Business and Non-Business Student’s Attitudes towards the Field of Consumerism. International Research Journal of Business & Management - IRJBM, 5. pp. 82-91. ISSN 2322 - 083X

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Abstract

The purpose of this research is to study the attitudes of business and non-business students towards the fields of consumerism, marketing activities and government regulation with special reference to Manipal University. College students signify a large and growing population and they will continue to be consumers for all these years. Businesses are also interested in college students because, as trend setters and early adopters they are believed to influence the purchasing decisions of peers and parents and establish brand loyalties that continue long after college. The structured questionnaires were distributed to the students and the data were analyzed to study the level of knowledge among the business and business students in the fields of consumerism, marketing activities and government regulation. The study also tried to bring out significance and similarities between the attitudes of business and non-business students.This paper presents an initial focus on an important area of consumerism research, by comparing quantitative results of business and non-business students

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