Impact of Marketing strategies of consumer durables on consumer behaviour

Abstract

The prime objective of marketing strategies is to motivate the consumer to buy a product. The product could be the a need, want or desire of the customers, and to convert the desire in to need the marketer need to study the consumer behavior that will help to evolve a suitable marketing strategies. The study entitled The Impact of Marketing strategies of Consumer durable on Consumer Behavior of Nanded District of Maharashtra has been undertaken to address the multiple objectives of assessing the Socio Economic Profile of Consumers, To Understand the Influence of marketing strategies on consumers, To Analyze the impact of different variables of marketing, To approximate the brand equity, To know who plays the major role of influencer in decision making while purchasing consumer durables and also to realize, why penetration by consumer durable companies is weak in semi urban or rural area, further the study was carried out to analyze and examine the pre purchase, purchase and post purchase behaviour of customer towards consumer durables. The present study is a comparative study to evaluate the behavioral aspects of consumers of Nanded City with the Rural consumers of Nanded District, but in the pilot study it was comprehended that rural consumers have a least consumption of durable goods such as a two wheeler, Fan and a mobile just to make calls, so it was decided to compare consumer behavior of urban consumers against semi urban consumers. newlineThe consumer electronic goods are going to witness a multi-fold demand in the Semi urban and rural area due to the government policy to invest significantly in rural electrification program and also there is increase in the discretionary income of families of Urban and semi urban consumers . The present study involves understanding the strategies and their impact on urban and semi urban consumers and their response outcome. The study was carried out in the Nanded district which includes Nanded city and its 15 Talukas or Tehsil or Towns such as Ardhapur, Bhokar Biloli,, Dharmab