International Journal on Customer Relations

Subhadeep Chakraborty ¹

Affiliations
1 Dibrugarh University, Assam, IN

Abstract

Understanding consumers’ choice regarding purchase of any goods and services is a difficult task. The task becomes even harder when it comes to consumer durables. So it is important to know the factors affecting brand preference of consumer durables. The present study has been conducted in Tinsukia town taking 371 households as the sample. Quota sampling technique is adopted for study.

Keywords

Brand, Brand Preference, Consumer Durables.

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