The contribution of Frugality and Material Values to Product Disposition: An exploratory study

This paper postulates the results of an exploratory exercise in a contemporary but largely unexamined researched area — the relationship between Frugality, Material Values and Product Disposition Strategies employed by Indian consumers. Material Value Scale and Frugality Scale based questionnaires were used to understand the economic attitude of respondents. Subsequently, the disposition strategies adopted by respondents were examined through formal unstructured interviews and through questionnaires. The investigation was done in the spirit of exploratory research. The disposition strategies were studied vis-à-vis three electronic goods. Analysis of the data clearly suggests that Indian Consumers score high on both Material Value Scale and Frugality Scale. The typology clearly reflects consumer evolution and value seeking behaviour.