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Consumer Buying Behavior of Budding Musicians Between 15 and 25 Purchasing Guitars in Pune
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Author(s): Suddhaloke Roy Choudhury (Symbiosis Institute of Media and Communication, India)and Kaushal B. K. (Symbiosis Institute of Media and Communication, India)
Copyright: 2019
Pages: 17
Source title:
Optimizing Millennial Consumer Engagement With Mood Analysis
Source Author(s)/Editor(s): Sabyasachi Dasgupta (O.P. Jindal Global University, India)and Priya Grover (Symbiosis International (Deemed University), India)
DOI: 10.4018/978-1-5225-5690-9.ch009
Purchase
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Abstract
The earth-shattering effect of Rock and Roll on popular music put guitars on the map. Buying behavior of a guitar (instrument) is relatively a nascent topic in academic literature, although listening to and playing music itself has been an important part of human culture for centuries. Thus, the primary objective of this study is to investigate consumer buying behavior of budding musicians between the ages of 15 and 25, purchasing guitars in the city of Pune. The study ended up providing a significant insight into the mind of a budding musician while purchasing a guitar. All of this has helped shape the buying behavior of a potential consumer. Surprisingly, family influence has been low for most people since they have been quite sure while making a purchase.
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