AN ANALYTICAL STUDY ON BEHAVIORAL CHANGES OF CONSUMERS OF FOR HOUSEHOLD FURNITURE IN PUNE REGION

Furniture market in India is predominantly an un organized retail market (85%) but gradually with large scale organizations (manufacturing & retailing) venturing into the sector has in the change in behavior of consumers Consumer behavior in recent past(five years since 2008) is changing its orientation form dissonance reducing behavior to branding. This is indicated by various activities the consumers undertake which are directly or indirectly responsible for furniture purchase. The purpose of the study was to test the extent of change of behavior over the period to plan effective strategies. Nine statements chosen which exactly described the consumer behavior. Each statement represented activities which depicted specific consumer behavior. These statements were constructed on the on the basis of extensive literature review & from pilot survey in Oct 2012. Respondents had given their opinion about the statements on 5 point Likert's scale. Statements were positive indicating a negative difference on selecting choices if there was any difference in behavior. Results obtained were subjected to paired 2 sample test. Results showed a substantial change in consumer behavior on the nine dimensions considered for study.