Consumer Durables

In: Business and Management

Submitted By wellnasir
Words 4388
Pages 18
International Journal of Management & Strategy,July-Dec.2010

Vol.1No.1

CONSUMER PURCHASE OF CONSUMER DURABLES: A FACTORIAL STUDY
Hitesh D. Vyas,Ph.D., Bhavnagar University,India

ABSTRACT “Many things that were considered as luxuries till about ten years ago have become necessities for most people today.” And in case of household goods consumption it has happened also, as scooter were luxury at once becomes necessity now. The present study is focused on a study of important factors and sources of information in purchase of consumer durables. This is an exploratory study using primary data collected through purposive sampling method with an adequate sample size of 100 household respondents of Bhavnagar city. It reveals that Company or Brand Name, guarantee / warrantee, Price, and After Sales Service are the important factors in purchase of durables. While, sources of important information authorized dealers’ shop, technical expert advice, role of TV as media and influence of friends, relatives and neighbors found important in purchase of durables by respondents. Keywords: Consumer Behaviour, Durable Products, Important Factors, Sources of Information, Buying Decisions.

INTRODUCTION Marketing is seen as the whole business from the point of view of its final result, that is, from the customer’s point of view (Peter Drucker, 1986). The consumer is king in age of consumerism (McGuire, 2000). The term consumer behaviour defines as, state “the behaviour of consumers in deciding to buy or use or not to buy or use or dispose or not to dispose of the products which satisfy their needs”( Schiffman and Kanuk, 1995, Chunawalla, 2000, Solomon and others, 2001). Moreover one of the key analyses under the heading “consumer behaviour” refers to the interaction between price changes of products and consumer demand too (http://www.bized.ac.uk/fme). It reflects in their…...

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