Role of Demographic Variable on Customer Perception of Experiential Value

There are many factors influence consumers’ purchasing decision process on products or services. Consumer purchasing decisions are influenced by marketing stimuli such as product, price, place and promotion strategies (4Ps of marketing mix), plus the external environment stimulus such as economic, political, social and cultural factors. This paper attempts to find out the influence of marketing stimuli on the purchase decision of the customers of steel. The data were collected from customers of steel products of Tamil Nadu. The analysis established the correlation between factors of market stimuli and the Purchase decision of customers of steel of Tamil Nadu.