Decision making process for durable products: A case study of two-wheelers in Ganjam

Buying involves parting with money, which may be part of a hard earned wage, profit of a risky investment or even the entire savings of a lifetime. As the durable products are high involvement products the consumers think much before taking a decision to purchase it. Sometimes they take consultation of others. So, it is a very important complex human behavior. It includes three important aspects of the concept - firstly, the process of buying or stages in the decision to buy; secondly, Persons concerned directly or indirectly in the making of this decision and thirdly, the factors or variables which determine the behavior of a buyer. In the era of globalisation consumers are the pivot of all marketing activities. The modern marketing management tries to solve the basic problems of consumers in the area of consumption. It involves concentrated efforts to understand the buying process and all the factors influencing it so that they can attain the objective of sustainable growth. This paper attempts to sketch out the decision making process while purchasing durable products. It also tries to identify the factors influencing brand selection.