CONSUMER’S LEVEL OF SATISFACTION TOWARDS BUYING OF ELECTRONIC PRODUCTS – AN ANALYSIS

The consumer's response reflects their post-purchase behavior; it gives others an indication of whether the goods are liked or hated and also whether or not the purchasing purposes have been achieved. It helps to understand the expectations and satisfaction of buyers towards the product. Studying post-purchase behaviour to determine whether repeated purchases are made and to recommend to others or not. It will allow the seller to predict the expected long-term earnings. Due to no agreed definition, the satisfaction and dissatisfaction of the users can not be generalised, it is needed by the number of variables. If customers are disappointed with the product, they tend to defame the product and spread the negative aspects of the product to their peers. They quit purchasing those products and turn to a new product or a new brand. However, some disappointed consumers remain repeat buyers because of no acceptable alternative and purchase it because of the strength of habit or low price. Some dedicated consumers are emotionally attached to the company and it reflects loyalty to their brand, i.e. supporting and trusting the product. The motivated consumers have trust in the company's line extension and promote the product through positive word of mouth. An attempt was made in this part of the study to know the satisfaction of the consumer towards electronic products such as air conditioner, TV, washing machine, refrigerator, mobile phone and computer. This analysis is therefore carried out in Karaikal district, Puducherry state, to know the consumers level of satisfaction towards buying of electronic products.