A Study on Consumer Behaviour of Women in Durable Goods - With Special Reference to Tiruvarur

The globalization and liberalization operation of businesses have given an opportunity to the customers/ consumers to select one out of various similar products available in the market. The global trend in the market have affected the consumer& #039, s behavior to a great extent, whether it is a case of seller operating in international, regional, local level or a case of consumers involved in purchasing consumable/ industrial products. The marketers have to play a key role in attracting the potential buyers in favor of their products. The buying decision varies as per the information available with the women consumer before buying a particular product. This study concludes that the competitive market provides opportunity on one hand and threats on the other hand to both the consumer segment of women and products of the product. It is quite important to improve core product with value addition to enrich customer satisfaction more in the similar price range. Not only quality improvements but improvement in after sales service can develop and replace demand for consumer durables as well as for replacement of the products.