The impact of influencing factors on purchase decision of consumer durable product

Consumer buying decisions indicate how well the company's marketing strategy fits market demand. Thus, marketing begins and ends with the consumer. The constant innovation in electronics sector accompanied by high competition followed by varieties of products available in the market, has led marketers to concentrate on the consumers’ purchase behaviour. This study analyzes the factors influencing consumer durable purchase decision amongst different socio-demographic consumer profile. This paper has focused on personal, cultural, social, psychological, and situational factors. The comprehensive analysis indicates that social and personal factors are strongly associated with the purchase decision of emerging urban consumers. The study also claims that the situational factors could be considered for better predictability of consumer buying behaviour. Such studies make it possible to notice consumer decision-making rules. The outcomes may also support producers and retailers in understanding consumer behaviour and improving consumer gratification.