Attitudes and Purchasing Behavior towards Consumer Durable White Goods

ICIMP-2018 | SPECIAL ISSUE | SEP-2018 | Published Online: 03 October 2018    PDF ( 176 KB )
Author(s)
S. Saranya 1; Dr. V.Padmanabhan 2

1Ph.D Research Scholar (Part-Time), PG and Research Deptt of Commerce, Government Arts College (Autonomous), Karur (India)

2Assistant Professor, PG and Research Department of Commerce, Government Arts College (Autonomous), Karur (India)

Abstract

Consumer durables have emerged as one of the fastest growing industries in India. Once perceived as luxury items, consumer durables today have become as an indispensable tool of everyday use for the Indian middle class. The largest contributing sector among durables is white goods, also known as consumer appliances, like air conditioners, refrigerators and washing machines. Consumers’ attitude and preferences have been vastly changing all over the world for the past a few years particularly in the Indian white goods market due to the entry of foreign brands which create heavy competition as well as broad choice for buyers. Consumers’ attitude and purchase preferences have been immensely changing all over the world for the past few years predominantly in the Indian white goods market due to the entry of foreign brands which create grave competition as well as broad choice for buyers. Every marketer is embarrassed to find out factors for which buyers give much importance and how far they are fulfilled with these factors. The study of consumer behavior helps in understanding how individuals make decisions to spend their available resources like time, money, and effort while purchasing goods and services. Hence this study focused on the purchasing behavior of consumers towards selected white goods such as refrigerator, washing machine and wet grinder.

Keywords
White Goods, Purchasing Decision, Consumer, Buying Behavior, Consumer Durables
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