1Rishi Chakravarty is a Research Scholar in Maniram Dewan School of Management, Krishna Kanta Handique State Open University, Guwahati-781022Assam
1Assistant Professor, Department of Management, Assam down town University, Guwahati-781026, Assam, India. He can be reached at: rishi.chakravarty2020@gmail.com
2Nripendra Narayan Sarma is a Professor in Maniram Dewan School of Management, Krishna Kanta Handique State Open University, Guwahati-781022Assam, India. He can be reached at: nnsarma@kkhsou.in, nripendransarma@gmail.com
Online published on 27 August, 2021.
Previous studies have highlighted the influence of advertising sources on the purchase of durable goods normally that require high involvement of buyers. However, research on the extent of influence of non-advertising sources on the purchase of such goods is substantially less. Therefore, we desired to explore this identified gap and tested a relevant hypothesis in the null form that there is no significant influence of non-advertising sources on gender, age and their interactions of buyers on the purchase of durable goods. Convenience sampling was adopted and data were collected from 329 respondents through a well-structured Google form by using a two-way analysis of variance. A pilot study conducted among 100 respondents indicated that apart from advertising, most of them also considered word-of-mouth, point of purchase influence and brand name before purchasing durable goods. This aroused curiosity to know the extent of non-advertising sources on purchase of select durable goods. The findings show that there is a significant influence of non-advertising sources on car buyers belonging to different age groups while such sources do not have significant influence on the purchase of mobile phone.
Non-advertising sources, Durable goods, Word-of-mouth, Point of purchase influence, Brand name
