FACTORS INFLUENCING THE DECISION TO PURCHASE CONSUMER DURABLE GOODS – A STUDY IN ASSAM

The consumer durable market is experiencing a huge change over time which is why the Indian Brand Equity Foundation Report (2015), forecasts the Indian consumer durable market to reach the fifth position in the world by 2025. In the consumer durable market, consumer's behaviour for adoption of products experiences evolution over time, with the changes in marketing strategies of marketers and also with the changes in social, cultural, environmental factors etc. This necessitates a comprehensive study of consumer behaviour towards consumer durable goods. The consumer always tries to maximise his or her satisfaction in the best possible way and therefore tries to explore the new roots to satisfy the needs in the most possible way. Consumer behaviour is a study about the behaviour of consumer before purchasing, at the time of purchasing and after purchasing a product. The current study aims at analysing the factors influencing the purchasing of selected consumer durable goods. The selected consumer durable goods for the study are Mobile Phone, Electric Fan, Television and Refrigerator.