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Factors Affecting Consumer Durables

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FACTORS INFLUENCING CONSUMER BUYING BEHAVIOUR TOWARDS SELECTED WHITE GOODS IN TIRUCHIRAPPALLI DISTRICT Abstract: Consumer durables have emerged as one of the fastest growing industries in India. Once seeming as luxury items, consumer durables today have become as an essential tool of everyday use for the Indian middle class families. The largest causative sector among durables is white goods, also known as consumer appliances, like air conditioners, refrigerators, mixer grinder, wet grinder and washing machines. Consumers’ attitude and purchase preferences have been immensely changing all over the world for the past few years predominantly in the Indian white goods market due to the entry of foreign brands which create grave competition as well as broad choice for buyers. Every marketer is embarrassed to find out factors for which buyers give much importance and how far they are fulfilled with these factors. In this research examine the purchase behaviour of buyers towards selected white goods such as refrigerator, washing machine and wet grinder. The research is descriptive in nature and with the sample size of 500. The study has been done in Manachanallur in tiruchirappalli district. The objectives of the study to find the factors which influence buyers for the purchase of white goods. To Study the profile of the respondents.. Key Words: consumer buying behaviour, white goods and factors influence .INTRODUCTION: Consumption trends differ from similar income households

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