Lecturer, Department of Marketing, University of Jaffna, India
Consumers decision-making process was based on their evaluations of the multiple attributes associated with the product and also the consumers. The paper addressed two research objectives. The first objective was to develop the most influencing attributes of consumer decision for durable goods and the second was to conduct a process-tracing and naming key factor components affected consumers’ judgment processes. The convenient sampling technique was used in the sample selection. Responses were collected from 250 customers from Jaffna city. The study was based on primary data gathered using a questionnaire containing 20 literature based measures the contributing to consumer purchase decision. This paper presents a Factor Analysis approach to the problem of extracting the influences on consumer market purchase decision for the durable goods. Results indicated that product attributes, personal factor, psychological factor, price and distribution were the factors that have influenced the consumer decision. Therefore, it can be concluded that considering above attributes that have influenced on consumer market purchase decision for the analysis creates successive marketing and long term sustainability for the productive organization.
Consumer Market, Durable Goods, Product attributes, Purchase decision
