ASSOCIATION BETWEEN DEMOGRAPHIC PROFILE AND THE USAGE OF SELECT DURABLE COMMODITIES BY "LOW-LITERATE" PEOPLE USING MULTIPLE RESPONSE SET.

This paper concentrates on the people whom a few earlier researches have termed as "Low-Literate" consumers. Work on these set of people have been very limited in the world till date and practically no evidence of any work with these people let alone on their consumption of durables in this country has been revealed in the course of the study. We have tried to find out their usage pattern of durables within a selected variety of eight consumer durables ear-marked for the purpose of the study. With the help of Multi-Response set we have tried to determine their usage pattern and frequency of the select durables considered for the study. Thereafter, we have tried to determine if demographic attributes like education, age, income and occupation does play a role in the consumption process of these selected consumer durables and if there is an association between these various demographic attributes. [ABSTRACT FROM AUTHOR]