RELEVANCE OF SOCIO-ECONOMIC VARIABLES IN SOFTWARE FAMILIARITY-A STUDY IN TAMIL NADU

Abstract

Consumption is the tail end process of marketing. The success of marketing process depends on the consumer’s consumption. For consumables, there is no need for the consumers to be familiar with such item. The first time usage of a consumable product stimulates to purchase it again and again. As far as software consumption is concerned, the consumption is mainly dependent on familiarity of consumers. So familiarity in software is highly essential for each and every consumer.  Software consumers spread over all over in Tamil Nadu falling under four zones such as South, North, East and West. Software familiarity varied among different consumers in different regions. Socio economic variables related to consumers have relevance to consumption of software. Hence the relationship among different socio economic variables and software familiarity are analyzed in this study.

The researcher has structured and finalized a questionnaire through a pilot survey. The numerical data have been tabulated and further analyzed through Analysis of Variance. Five variables among several other variables such as Domicile status, Age, Sex, Marital status and Community have been analyzed in relation to familiarity of 47 popular software, falling under eight categories. It is found that urban consumers of domicile status with the age group 20-30, belonging to married male members hailing from backward community are much familiar in software.