Buying behaviour of consumers Towards selected white goods

Abstract

Consumer durables have emerged as one of the fastest growing newlineindustries in India Once perceived as luxury items consumer durables today newlinehave become an indispensable tool of everyday use for the Indian middle newlineclass The largest contributing sector among durables is white goods also newlineknown as consumer appliances like air conditioners refrigerators and newlinewashingmachines newlineIn modern days more households have two working adults newline husband and wife who do more or less their household tasks at night after newlinework So both refrigerator and washing machine have become an inseparable newlinepart of every household In a hot country like India air conditioning has newlinebecome a need of modern day life in contrast to its earlier perception as a newlineluxury product The purchase of these household products needs high newlineinvolvement and has a great influence on buyer behaviour and their way of newlineliving So it is important for the marketer to understand the needs and newlinedecision making processes and the choice of the buyers in the purchase of newlineselected white goods to develop appropriate marketing programmes in order newlineto enthrall the consumers newlineThe overall objective of the study is to analyze the buying newlinebehaviour of the consumers towards selected white goods viz refrigerators newlinewashing machines and air conditioners in Erode District newline newline