ISSN 2319 – 7285
CONSUMER BEHAVIOUR ON CONSUMER DURABLES WITH REFERENCE TO BIJAPUR DISTRICT MR. PARAMANAND DASAR*, DR. S.G. HUNDEKAR** & MR. MALLIKARJUN MARADI*** *Research Student, Research and PG Dept. of Commerce, Karnatak University, Dharwad, Karnataka. **Professor Research and PG Dept. of Commerce, Karnatak University, Dharwad, Karnataka. ***Teaching Assistant, PG Centre Rani Channamma University, Bijapur, Karnataka.
Consumer is nerve 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 behavioural 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 Bijapur District (Karnataka State). 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 Bijapur District (Karnataka State). Keywords: ISI Mark, Consumer durables, Lead time, Brand or reputation and Post purchase reaction.
The Indian consumer durables industry has witnessed a considerable change over the last few years. Changing lifestyle and higher disposable income coupled with boom in the real estate and housing industry and a surge in advertising have been instrumental in bringing about a sea change in the consumer behaviour pattern. Consumer durables involve any type of product purchased by consumers that is manufactured for long-term use. As opposed to many goods that are intended for consumption in short term, consumer durables are intended to endure regular usage for several years or longer before their replacement is required. Just about every household contains at least a few items that may be considered to be of consumer durable nature. With India being the second fastest growing economy having a huge consumer class, consumer durables have emerged as one of the fastest growing industries in India. 1.1 Literature Review Large numbers of research studies have been conducted on consumer behaviour both in India and abroad. The studies have covered both durables and non durables goods. The available literature on selected topic reveals that research studies on consumer behaviour date back to early fifties up to the present period. An attempt is made here review some selected works on consumer behaviours on consumer durables. Aradhana Krishna (2003) viewed that buyers’ purchase behaviours can be influenced not only by the current prices of a product but also by those prices expect in the future. Bhawaniprasad and Kumari (1987) have analyzed “Impact of advertising on consumer durables markets: A study of Refrigerator consumer”, in this study a ranking/importance of refrigerator among other consumer durables is studied. Study of 200 owners of Allwyn refrigerator in the twin cities of Hyderabad and Secunderabad and Districts of Nizamabad and Karimnagar in Andhra Pradesh indicates that a very positive impact of advertising is found on the consumer durables market. Bayus (1991) studied “The consumer durable replacement buyer”, and found that replacements account for a substantial portion of the sale of consumer durables in the U S. Results of replacement of automobiles indicate that...