The Mediating Role of Demographics and Time Pressure in Information Search Process : A Comparative Analysis of English and Indian Consumers

This study analyzes the mediating role of demographics and time pressure in the information search process of consumers from two countries namely, the UK and India for Fast Moving Consumer Goods (FMCG). First, the total information search for the two countries is compared by applying a t-test to determine the variation in the total information search undertaken by two consumer groups of different nationalities. Second, the relationship between the total information search and demographics is explored with the aid of regression analysis to determine the effect of demographics on the former. Finally, the hypothesized relation between demographics and time constraint is examined through a Logit model to identify the demographic traits that face time pressure. Males, youngsters, married, divorced, highly educated, self-employed, salaried and high income people are identified as those consumer groups that face time pressure. The present analysis enhances the understanding of marketing managers about demographic differences as well as the importance of time pressure in the information search behavior of consumers. This study adds value by comparing the information search behavior of consumers of a developed country and an emerging economy to determine the characteristics of high and low information seekers. It also explores the relationship of demographics and time pressure