Explore the Factors Influencing Consumer Buying Behaviour Process for Indian White Goods Industry

Consumer behaviour is a complex pattern and sophisticated understanding for marketing, but simply defined; study of psychological, social and physical actions when people buy, use and dispose products, services, ideas and practices. Consumer behaviour elements concern how people make decisions to spend their resources that are time, money and effort on items of consumption to satisfy their needs. It involves what they buy, why they buy, when they buy, how they buy, how often they buy and use them and how they dispose of these items after consumption. The close-ended questionnaire was developed from standard questions of relevant literature as a research instrument. The sample size taken for the research is of 248 respondents. Results of the experiment indicated that the overall set of independent variables was weakly associated with the dependent variable. The consumer behaviour in relating to white goods is strongly affected by need, price, alternatives, information available of the product; the present research has been selected for an intensive empirical survey of the various elements of buying behaviour on white goods in India.