TAILIEUCHUNG - An interval entropic estimation of consumer priority in multi-attribute behavioural environment – a case study of financial investment instruments in an urban vista

The researchers in the present paper first explore consumer behaviour through attitude and preference study towards four financial investment instruments; namely fixed deposit, equity, mutual fund and insurance. | An interval entropic estimation of consumer priority in multi-attribute behavioural environment a case study of financial investment instruments in an urban vista International Journal of Management IJM Volume 8 Issue 6 Nov Dec 2017 pp. 136 151 Article ID IJM_08_06_015 Available online at http ijm JType IJM amp VType 8 amp IType 6 Journal Impact Factor 2016 Calculated by GISI ISSN Print 0976-6502 and ISSN Online 0976-6510 IAEME Publication AN INTERVAL ENTROPIC ESTIMATION OF CONSUMER PRIORITY IN MULTI-ATTRIBUTE BEHAVIOURAL ENVIRONMENT A CASE STUDY OF FINANCIAL INVESTMENT INSTRUMENTS IN AN URBAN VISTA Dr. Ayan Chattopadhyay Associate Professor Marketing Army Institute of Management Kolkata India Pawan Gupta Sales Trainee Trade Marketing amp Distribution - ITC Ltd. Independent Researcher MBA 19 - Army Institute of Management Kolkata ABSTRACT The service sector in India has witnessed revolutionary change after liberalization of the economy in early 90s and the financial investment sector too experienced exponential growth with the continuous emergence of new financial instruments and rapid change in consumer behaviour. One has witnessed a radical shift in retail investment pattern from the conventional fixed deposits in a bank to different financial instruments - equity mutual funds insurance PPF real estate debentures or bonds precious items to name a few. However reports on retail investment in different instruments show big disparity. Though considerable research have been found on the role and importance of such financial instruments existing literature shows the dearth of studies on behavioural aspect especially related to attitude and preference or consumer priority towards multi-attributes that influence behaviour or preference comparison between different financial investment instruments. The researchers in the present paper first explore consumer behaviour through attitude and preference study towards four .

• Quỹ đầu tư
• Consumer behaviour through attitude
• Financial investment instruments
• Interval entropy Approach
• Semantic differential scaling
• Multi attribute behavioural environment