consumer Durable study in rural
International Journal of Scientific & Engineering Research, Volume 4, Issue 7, July-2013
ISSN 2229-5518
730
A Study of Indian Rural Buying Behaviour for Selected Consumer Durables
By
Prof.Yuvraj L Lahoti¹ and Dr. Alfred S.J. Jacob²
Abstract:
The success of brand and product in India is unpredictable because with vast rural market and consumers it is difficult to guess the consumer behavior. Consumer behavior is centre of the modern marketing, understanding his behaviour is quite essential for efficient and effective marketing management. Customers may state their needs, wants but act otherwise. They may not be in touch with their deeper motivations. India’s consumer market is riding the crest of the country’s economic boom. Driven by a young population with access to disposable incomes and easy finance options, the consumer market has been throwing up staggering figures. Marketing problem enhancing from the consumers’ behaviour has a greater degree of similarity behavioral problems relating to the consumer durables. Hence, the present study has been chosen to identify and ascertain the extent of problems of consumer behaviour have an impact on the marketing of consumer durables in the fast growing and a green belt of Satara District. The consumer behaviour in relating to consumer durables is strongly affected by some economic, social, cultural and psychological factors; the present research has been selected for an intensive empirical survey of the various factors influencing the buyer’s behaviour on consumer durables in Satara District of Maharashtra State. We found that Rural consumers have typical buying behavior where they prefer to associate with reference group for purchasing high involvement products.
IJSER
Key Words: Consumer behaviour, Consumer Durables, Influence on buying decision, high involvement products, ANOVA
Introduction:
marketers it can be said that the future is very promising for those who can understand the
ISSN 2229-5518
730
A Study of Indian Rural Buying Behaviour for Selected Consumer Durables
By
Prof.Yuvraj L Lahoti¹ and Dr. Alfred S.J. Jacob²
Abstract:
The success of brand and product in India is unpredictable because with vast rural market and consumers it is difficult to guess the consumer behavior. Consumer behavior is centre of the modern marketing, understanding his behaviour is quite essential for efficient and effective marketing management. Customers may state their needs, wants but act otherwise. They may not be in touch with their deeper motivations. India’s consumer market is riding the crest of the country’s economic boom. Driven by a young population with access to disposable incomes and easy finance options, the consumer market has been throwing up staggering figures. Marketing problem enhancing from the consumers’ behaviour has a greater degree of similarity behavioral problems relating to the consumer durables. Hence, the present study has been chosen to identify and ascertain the extent of problems of consumer behaviour have an impact on the marketing of consumer durables in the fast growing and a green belt of Satara District. The consumer behaviour in relating to consumer durables is strongly affected by some economic, social, cultural and psychological factors; the present research has been selected for an intensive empirical survey of the various factors influencing the buyer’s behaviour on consumer durables in Satara District of Maharashtra State. We found that Rural consumers have typical buying behavior where they prefer to associate with reference group for purchasing high involvement products.
IJSER
Key Words: Consumer behaviour, Consumer Durables, Influence on buying decision, high involvement products, ANOVA
Introduction:
marketers it can be said that the future is very promising for those who can understand the
References: Collector Office Satara. (2012, January 6). SATARA Major Findings: February 13, 2012, from Satara Collector Web site: decisions: Kothari, C. R. (2009). Research Methodology. New with Kotler, P. (1992). Marketing Management. New Delhi: Prentice-Hall of India. Nargundkar, R. (2007). Marketing Research. New Delhi: Tata McGraw-Hill Publishing Co Ltd. Natrajan, S. L. (1996). Indian Market Demographics – The Consumer Classes P.C. Tripathi, P. (2008). Principles of Management . Trochim, W. M. (2007). Research Methods. New Delhi: Biztantra.