CONSUMER BEHAVIOUR TOWARDS EASY INSTALLMENT SCHEMES – AN EMPIRICAL STUDY

Name of Author : Dr. A. S. Kavitha, Dr. A. Abitha Barveen

Abstract: Easy installment schemes have revolutionized consumer purchasing behaviour by enabling individuals to acquire goods and services without immediate full payment. This study examines consumer behaviour towards easy installment schemes and identifies the factors influencing their adoption. The research is based on primary data collected from 169 respondents. Statistical tools such as percentage analysis, hypothesis testing, and ANOVA were used for analysis. The findings reveal that income level, convenience, and accessibility significantly influence consumer preference for installment schemes. The study concludes that easy installment schemes enhance purchasing power and contribute to increased consumer spending.

Keywords : Consumer Behaviour, Easy Installment Schemes, EMI, Purchasing Power, ANOVA, Consumer Finance

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