An Analytical Study on Green Product Market Agility with Specific Reference to Consumers of Uttarakhand

Abstract

1.1 Introduction newlineGreen revolution has come and India is well geared to face the challenges posed by it. India has been seen by the world economy as a major contributor in reducing environmental degradation and working on ways to produce energy by renewable sources. newline1.2 Objective of the study newlineand#61602; To assess the customer acceptance level regarding green products. newlineand#61602; To identify the determinants of green product market agility. newlineand#61602; To study the marketing innovations and its impact on market agility of green products. newlineand#61602; To carry out modeling of green product market agility using different statistical techniques. newline 1.3 Hypothesis newlineand#61602; 1st newline H0: The factors of green product market agility does not differs significantly newline across the customer of different demography. newlineand#61602; 2nd newlineH0: Marketing innovation have no significant impact on green product market agility. newline 3rd newlineH0: Customers expectation and customers experience about green product have no significant effect on customer satisfaction. newline 1.4 RM newlineand#61602; Research Design : Descriptive Research. newlineand#61602; Sampling Method : Snow ball sampling. newlineand#61602; Sample Size : The sample size for the study is 550. newlineand#61602; Type of Data : Primary and Secondary Data newlineand#61602; Data analysis Tool : a) SEM newline b) Chi- square test newline c) ANOVA test newline d) Regression Analysis newline1.5 Findings and Managerial Implication newline Marketers need to put in an extra effort for consumers who have a tendency to be accepted in the society and for consumers who tend to collect a lot of information before buying. newline Companies that innovate will always have consumers buying their products and this will help companies elongate their product life in terms of it sale which in turn increases the agility. newline Impact of demographics (gender) does not play a significant part in green purchase intension, research reveals that marketers must target both males and females as there was no statistical difference