Volume : 3, Issue : 2, February - 2014

Consumer Buying Behavior Towards Consumer Durables

D. Muthukrishnaveni, Dr. D. Muruganandam

Abstract :

The Consumer Durables industry has been witnessing significant growth in recent years, helped by several drivers such as the emerging retail boom, real estate and housing demand, greater disposable income and an overall increase in the level of affluence of a significant section of the population. The industry is represented by major international and local players such as BPL, Videocon, Voltas, Blue Star, MIRC Electronics, Titan, Whirlpool, etc. The research paper surveyed 300 customers from Erode, Coimbatore, Salem and Karur and difference in buying behavior in context of education, Income, Occupation, and Employment was statistically tested. ANOVAs and descriptive analysis was used to find the influence of various factors like durability, price, promotional schemes, technology and service on income, occupation and employment status of consumers with respect to consumer durables.