Brand preference towards consumer durable household electronic products inpurchase decision

Abstract

Customer brand preferences are mainly about how and why people make newlinetheir buying decisions. The purpose of this research is to explore Customer Brand newlinepreference towards Consumer Household Electronic Durable Goods and also to newlineinvestigate the effect of the price, perceived quality, convenient services, and newlineinformation on purchase decisions of the products. Consumer decision making has newlinelong been of interest to researchers. Beginning about 300 years ago early newlineeconomists, led by Nicholas Bernoulli, John von Neumann and Oskar Morgenstern, newlinestarted to examine the basis of consumer decision making (Richarme 2007). This newlineearly work approached the topic from an economic perspective, and focused solely newlineon the act of purchase (Loudon and Della Bitta 1993). newlineA number of different approaches to modelling consumer decision has newlinebeen adopted by various research. The area is subject to ongoing dynamic research newlineand it is expected that new insights and approaches still lie unexplored providing a newlinepotentially rich area for study. With a few notable exceptions, the consumer brand newlinepreference, price, perceived quality and information have been largely ignored by newlinethe models and theories reviewed here; which, given the dramatic rise in such newlineconcerns identified and suggests that research attempting to integrate such newlineconsiderations would make a valuable contribution. Very little studies of individual newlinefactor like the price of the product, information, perceived quality and convenient newlineservice is not studied together in customer preference, hence, this has been taken to newlineconsider the research work, model to claim to include all the considerations and newlinefactors that influence consumer Preference. newlineFor the purpose of the study, a total of 521 respondents were tapped newlinethrough a structured questionnaire, reliability of the questionnaire was tested. The newlinequestionnaire consisted of 86 items of Likert scale questions to investigate customer newlinebrand preference of electronics durables products. The researcher has used statistical newlinetechniques such as multiple regressi