Assessment of Efficacy of Consumer Lifestyles as Predictor of Consumer Behaviour for Purchase of Refrigerator

Consumer behaviour has been an evergreen topic. Numerous researches have been done from wide variety of perspectives. However there has been a clear shift from rational outlook into the human behaviour towards social and psychological factors as we move across from previous researches to recent ones. The research in this area is so intriguing that people are still attempting to test and improvise the existing knowledge from different perspective. This study is an attempt to assess the efficacy of the psychographic variable in predicting the consumer behaviour for purchase of a durable product. A refrigerator has been picked for the current study assuming the high involvement of the subjects in this product. The respondents for the study were divided into groups using the AIO profile prevalent in this area as in (Sexena, P. and Pathak, D. P.2011). It was observed that the Psychological basis i. e. lifestyle of people are quite evident in the buying preferences of the people. People tend to subscribe to the idiosyncratic patterns, characteristic of their groups.