ISSN: 2349-5162

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Published in:

Volume 6 Issue 3
March-2019
eISSN: 2349-5162

Unique Identifier

JETIRAJ06022

Page Number

136-142

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Title

Consumer Behaviour and Vedic Personality – A New Perspective

ISSN

2349-5162

Cite This Article

"Consumer Behaviour and Vedic Personality – A New Perspective", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 3, page no.136-142, March-2019, Available :http://www.jetir.org/papers/JETIRAJ06022.pdf

Abstract

In recent years, consumer’s pattern of spending has changed. Western Psychology has given us many models of Attitude and Personality, however we are unable to grasp the essence of Consumer Behaviour and it remains a complex, dynamic and multi-dimensional process ( Goswami R, 2015). The purpose of this paper is to document some aspects of Indian psychology including the significance of Guna Theory of Personality and concept of Sat Chit Ananda which if applied to Consumer Behaviour would help serve the consumer better. Indian Psychology deals with the inner states of a person, with consciousness as the primary subject matter. As per the Indian view, the objective is to seek long term congruence of body, mind and atman for happiness and transformation of the person to higher levels of spiritual oneness is called the concept of sat-chit-ananda. The paper explores the possibility of looking at Consumer Behaviour through the Indian Psychology concepts of Sat Chit Ananda and compare the same with the Tri Component Model of Attitude.

Key Words

Consumer Behaviour, Attitude and Personality, Vedic Personality, Indian Psychology, Guna Theory, Sat- Chit- Ananda, Buying Habits

Cite This Article

"Consumer Behaviour and Vedic Personality – A New Perspective", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 3, page no. pp136-142, March-2019, Available at : http://www.jetir.org/papers/JETIRAJ06022.pdf

Publication Details

Published Paper ID: JETIRAJ06022
Registration ID: 199469
Published In: Volume 6 | Issue 3 | Year March-2019
DOI (Digital Object Identifier):
Page No: 136-142
ISSN Number: 2349-5162

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Cite This Article

"Consumer Behaviour and Vedic Personality – A New Perspective", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 3, page no. pp136-142, March-2019, Available at : http://www.jetir.org/papers/JETIRAJ06022.pdf




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