SJCC Management Research Review

Open Access Open Access  Restricted Access Subscription Access

A Study on the Consumer Buying Behavior and Preference Towards Home Appliances in Vellore


Affiliations
1 HoD Commerce, Vice-Principal, India
2 PG & Research Dept. of Commerce, Auxilium College, Vellore, India
 

Consumer Behaviour is the study of how people buy, what they buy, when they buy and why they buy. It attempts to understand the buyer's decision making process, both individually and in groups. The main objective of the study is to analyze the consumer behaviour and preference towards Home Appliances. The study covers 200 samples in Vellore district. The Random sampling method is used. Statistical tools such as (i) ANOVA and (ii) Chi-Square are applied to analyse the data. Based on this study, the researcher concludes that the people in Vellore district are aware of the different brands of Home Appliances. Quality, Price and singular Offers play a very important role in the consumer's buying decision. To accurately analyse the consumer decision, we can prove that yesterday's luxuries are today's necessities. Hence in this digital era, appliances are no longer a luxury item.

Keywords

Consumer, Buying Decision, Brand Awareness.
User
Notifications
Font Size

  • Bibliography

  • Ravilochanan P., “Research Methodology”, Margham Publications, Chennai, Reprint 2009, Pp.23.53, 23.59.

  • Stephen Morse, “Zhe Art of Marketing’, Crest Publishing House, New Delhi, 1° edition 2001, Pp 101-102, 134-135, 148-149, 160, 204, 226-227.

  • Journals

  • Satyanarayana P.V.V. “Customer Buying Perception on Home Appliances with reference to LG products”, International Journal of Applied Service Marketing Perspectives, 2[3], July-September, 2013, Pp.468-474.

  • Ramachandran Azhagaiah and Eganathan Ezhilarasi, “Consumer Behaviour Regarding Durable Goods”, Indian Journal of Marketing, 42[2], February 2012, p. 73.

  • Writankar Mukherjee, “Budget 2012” to 'Economic Times’, March 16, 2012, p.3.

  • Jagwinder Singh, “Comparison of Rural and Urban Buying of Consumer Durables’, Global Journal of Management and Business Research, XI [V] [I], April 2011, p.63.

  • Kedar Shukla and Amol Raut, “Emerging Trends and Challenges 1n Air-Conditioning Industry in India’, Indian Journal of Marketing, 40[2], February 2010, p. 51.

  • Lilly J., “Customer Perception and Preference towards Branded Products (With Special Reference to Television Sets)” Indian Journal of Marketing, XL [2], February 2010 Pp.54-55.

  • Faraz Ahmad, “Plasma TVs and Perceived Customer Benefits’, Indian Journal of Marketing, XL[2], February 2010, p.35.

  • Ravi Soni, Rohit Lohani and Mahim Sugar, “Factors Affecting Consumer Purchase Decision of Laptops’, Indian Journal of Marketing, 40[10] October 2010, p.4.

  • N. Kathirvel and N. Chandrasekaran, “Consumer Behaviour and Brand Preference towards Onida Television - An Empirical Study with Reference to Karur, Tamil Nadu’, Indian Journal of Marketing, 39 [7], July 2009, p.35.

  • Manish Mittal and Praneet Tulsiyan, “Effectiveness of Celebrity Endorsements in Brand Recall and Purchase Decision’, Indian Journal of Marketing, XX XIX [6], June 2009, Pp.56.

  • Vaishali Agarwal and Sanjay Mishra, “Role of Retailers in Reducing Inventory and Improving Customer Satisfaction: An Empirical Study of Consumer Durables’, Indian Journal of Marketing, XXX VIII [9], September 2008, Pp.45-46.

  • Vincent N., “A study on brand consciousness among children and its effect on family buying behaviour in Bangalore city” Indian Journal of marketing, 36[1], 2006, Pp 12-18.

  • D. Venkatarama Raju and S. Saravanan, “Consumer Behaviour in the Marketing ofa Household Appliance in Chennai City of Tamilnadu State”, Indian Journal of Marketing, XX XV [3], March 2005, Pp.60-61.

  • , Selvaraj and A. Mahendran, op. cit. p.20.


Abstract Views: 199

PDF Views: 89




  • A Study on the Consumer Buying Behavior and Preference Towards Home Appliances in Vellore

Abstract Views: 199  |  PDF Views: 89

Authors

Mary Sheila Susai Raj
HoD Commerce, Vice-Principal, India
Lokeshwari
PG & Research Dept. of Commerce, Auxilium College, Vellore, India

Abstract


Consumer Behaviour is the study of how people buy, what they buy, when they buy and why they buy. It attempts to understand the buyer's decision making process, both individually and in groups. The main objective of the study is to analyze the consumer behaviour and preference towards Home Appliances. The study covers 200 samples in Vellore district. The Random sampling method is used. Statistical tools such as (i) ANOVA and (ii) Chi-Square are applied to analyse the data. Based on this study, the researcher concludes that the people in Vellore district are aware of the different brands of Home Appliances. Quality, Price and singular Offers play a very important role in the consumer's buying decision. To accurately analyse the consumer decision, we can prove that yesterday's luxuries are today's necessities. Hence in this digital era, appliances are no longer a luxury item.

Keywords


Consumer, Buying Decision, Brand Awareness.

References