Consumer Buying Behavior Towards Household Durable Items with Special Reference to Delhi NCR

Abstract

These days the consumer durable goods market is highly competitive, complex and is ever changing. So it is very important for the business leaders to have accurate and timely access of data and information in order to have a fruitful and strong relationship with customers. This study deals with the buying behavior of customers in purchasing durable goods in the Delhi/NCR region. The purpose of my study is to provide conceptual and technical tools to help the marketer to use them in marketing practice to earn more profit. My study of consumer behavior will provide the marketer with knowledge and skills that are necessary to carry out detailed consumer analysis which could be used for understanding markets and developing strategies. The methodology used in this study is based on primary data and secondary data. Data is collected through well-constructed questionnaires, 564 respondents responded. Four consumer items have been selected for the study which is water purifier, refrigerator, TV and air conditioner.The study tries to analyze demographic factors and role of influencers in consumer durable goods. The study also attempts to identify the sources of information and elements of brands preferences of consumer durables goods in purchase decisions. The study was analyzed using SPSS 21.0 and hypotheses were tested using Regression analysis and ANOVA tests. newline