Consumer behaviour: A study about durables

Present study describes the concept of ‘consumer’ and consumer behaviour regarding durables namely Scooter, Motorcycle, Fridge and Washing Machine. These four durables have been selected for the study because of their necessity in present scenario. Primary data has been collected from consumers of durables through pre-tested questionnaire different district of Uttarakhand state. Statistical technique like percentage method, chi square (χ²) method and ‘t’ test used to analyse the data.

Study reveals that in case of Scooter and Washing Machine, Male have played major role in planning of durables purchase followed by Elders and Female respectively. Whereas in case of Motorcycle and Fridge, Children, Male and Elders have played responsible role in analyzing different factors. It is notable that female have played least role in planning about two-wheelers’ purchase but it is good in case of Fridge and Washing Machine.

Regarding influencing factors, Show Room Visit is the most important factor that influences buying of Scooter. Whereas, Advertisement stand at first for Motorcycle. In case of Fridge, Technology and Elegance are most influencing factor for rural and urban consumers respectively but Price and Technology are important for rural and urban consumers respectively to buy Washing Machine.

Study also explains that, irrespective of durables very high majority of the consumers opted to purchase the durable in Cash followed by Credit Purchase.

The study explains that high majority of the sample have purchased Scooter produced by Bajaj, Motorcycle by Yamaha, Fridge produced by Videocon. Regarding Washing Machine, majority have purchased the product of LG followed by Samsung.

Study reveals that, regarding purchase of different brand of durables, Residential Status of the consumers does not have any effect on the purchase of different brand of durables except Motorcycle. Levels of Education significantly affect the purchase of different brand of all the durables except Washing Machine. Occupation and Income has significant effect on selection of brand of all the durables.