Consumers perception towards white durable goods: a review model & conceptual framework

Consumer's durable goods have emerged as one of the fastest growing industry all over the world. To retain the customers, marketers use various technique and technology in producing products. This study focuses on the review model towards white durable goods. Factors such as price perception, quality perception, branding perception, service quality, advertisement influence and customer satisfaction were focused. The perception levels of the consumers are varying because of technological advancement, change in income pattern, introduction of overseas brands etc. In this condition the review models help the academicians and marketing practitioners to understand the consumers view. It plays an important role in generating consumers’ commitment with the brand, helps to create, develop and maintain strong bond towards brands (Fournier, 1998; Kapferer, 2010; Lin, 2010). Brand personality awareness in consumer's mind can be misrepresented by any direct or indirect knowledge that consumers have with the brand (Aaker, 2010).