An Analysis Upon Consumer Buying Behavious of Women: a Factorial Study of Durable Goods |

ABSTRACT:

Consumer is nerve centreof the modern marketing, understanding his behaviour is quite essential forefficient and effective marketing management. Customers may state their needs,wants but act otherwise. They may not be in touch with their deeper motivations.India’s consumer market is riding the crest of the country’s economic boom.Driven by a young population with access to disposable incomes and easy financeoptions, the consumer market has been throwing up staggering figures. Marketingproblem enhancing from the consumers’ behaviour has a greater degree ofsimilarity behavioural problems relating to the consumer durables. The consumer behaviour inrelating to consumer durables is strongly affected by some economic, social,cultural and psychological factors; the present research has been selected foran intensive empirical survey of the various factors influencing the buyer’sbehaviour on consumer durables. Indian is a country with varied resources and people are more prone touse variety of products for their consumption. The process of consumption inthe post liberalized era has started dominating the consumer communityparticularly the women segment. There are numerous products available in themarket for the consumption and this situation has created a consumeristsociety. The multiple products with similar utility have created a competitivesituation in the market. People at one side are not able to decide what to buyand on the other side they remain faithful to some products in particular.