Consumer buying behavior towards durable products with special reference washing machine

Consumer behavior is a very complex one and it is being influenced by a number of factors which are either internal to the consumer or external to him/her or both. Marketing provides an opportunity to contribute to consumers, industrial undertakings and the society at large. In the present competitive environment context, marketing has become the key element in deciding the success and the health of an industrial undertaking. Marketing is considered undisputedly the most important function of all business organizations. The growing sophistication in technology, the improving maturity in the thinking and living habits of people, the expanding horizons of marketing, the intensifying competition in satisfying consumers with myriad of goods and services and the rising levels of standard of living altogether constitute a new era where marketers have to adopt a new philosophy, new strategic approaches, etc. to achieve their goals. Against this backdrop, the present study discusses the behavior of consumers with regard to washing machines of durable goods.