Kumar S and Chauhan A
The study endeavours to access the repulsive buying behaviour and the various variables impacting a kind of revolting response of the consumer towards aptly marketed product. 292 respondents were analysed from Amritsar and Ludhiana in north India, the result were drawn using structural equation modelling which manifests latent variables i.e., psychological factor, the usage of product, the lifestyle and opinion and the product. The better understanding of repulsive buying behaviour has positive contribution to the country’s economic state and also towards the quality of product and services. In the recent year’s the consumer is showing a kind of revulsion in its buying pattern. Repulsive buying behaviour in consumer is repugnance for product i.e., a strong feeling of distaste for the product. The product is repelled by the consumer if it doesn’t match the social status of the consumer, in case celebrity endorsing the product is not followed or admired by the consumer, adding to this are unresolved issues and complaints of customers which deteriorate the image of the marketer. The product are overloaded with wasteful features or are against the culture and religion of consumer or maybe are not according to the planning of consumer are not entertained by the consumer. It also proves that once customer has faced dissatisfaction by the usage of product or has no knowledge about the usage of product it turns off the consumer from the product.
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