Title: Determinants of Consumer Behavior towards Durable Goods A case study of Home Appliances *P. Neethikumar
Abstract:Consumer behaviour in the real world often differs from that predicted by economics and policy. Drawing together evidence from behavioural economics and marketing, this project sought to explore consu...Consumer behaviour in the real world often differs from that predicted by economics and policy. Drawing together evidence from behavioural economics and marketing, this project sought to explore consumer behaviour relating to the purchasing of environmentally-preferable products Contrary to the belief of many economists, consumers very rarely weigh-up the full costs and benefits of their purchasing decisions. Instead, they are strongly influenced by emotional factors, the behaviour of other people, by habits, and by the use of mental short-cuts, which all help to speed up decision-making. Rather than being consistent, consumer preferences have also been shown to be inconsistent, changing over time and according to the situation and the way in which information is presented, the present study tried to map out the consumer behaviour towards durable goods procurement as the nourishment of economy enhance the purchasing power of the people not only in urban areas but periurban and rural areas so the present study would propel to understand the factors influence the consumer behaviour of the towards durable goods consumption, for the purpose of the study 100 samples were selected from kanchipuram district, the study found that socio, economic, cultural factors have strong influence on consumer behaviour towards durable goods procurement.Read More
Publication Year: 2014
Publication Date: 2014-01-01
Language: en
Type: article
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Cited By Count: 1
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