SJCC Management Research Review

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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.
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