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CONSUMER BUYING BEHAVIOUR of DURABLE PRODUCTS in PUDUCHERRY REGION (With a Special Reference to Lawspet, Puducherry)

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CONSUMER BUYING BEHAVIOUR of DURABLE PRODUCTS in PUDUCHERRY REGION (With a Special Reference to Lawspet, Puducherry) Science, Technology and Development ISSN : 0950-0707 CONSUMER BUYING BEHAVIOUR OF DURABLE PRODUCTS IN PUDUCHERRY REGION (With a Special Reference to Lawspet, Puducherry). Dr. R. Karuppusamy1 and K. Veerappan2 1 Associate Professor of Commerce & Research supervisor, Department of Commerce, Tagore Government Arts & Science college, Puducherry, India, [email protected] 2 Ph.D. Research Scholar in Commerce, PG and Research Department of Commerce, Kanchi Mamunivar Centre for PG Studies, Puducherry, India, Email Id: [email protected] Abstract The study of consumer buying behaviour is an attempt to Understand why, when, where, how, how much and how often and how long consumer will use to dispose of and offering. The consumer durable industry consists of durable products for domestic use such as Televisions, Refrigerators, Washing machines and Air Conditioners. The main objective of the study is to find the social demographic profile of the consumers intends to purchase durable products. To study the brand preference of durable products, it covered the lawspet area, Puducherry. A questionnaire was administered to obtain information for the consumers. The data collected for this study were from 150 respondents. Convenience sampling technique was followed from collecting response from the respondents. Percentage, and weighted average ranking techniques was used for the analysis of data for this study. Based on the findings, few important suggestions were offered for the benefit of marketers and consumers. Key words: Consumer Durable Products, Demographic Variables, Brand Preference 1. Introduction Consumer buying behavior is the study of how individual customers groups or organization, select, buy, use, and dispose ideas, products, and services to satisfy their needs and wants. Consumer durables involve the type of products purchased by the consumers that is manufactured for long-term use. As opposed to many products that are intended for consume in short time, consumer durables are intended to endure regular usage for several years or longer before their replacement is required. Just about every customer contains at least a few items that may be considered to be of consumer durable nature. The consumer buying preferences are rapidly changing the durable market. Product which was once considered luxury items have become availability because of the changing lifestyle, and rising income levels, with growth in disposable incomes, the demand for high-end Volume VIII Issue XII DECEMBER 2019 Page No : 752 Science, Technology and Development ISSN : 0950-0707 products such as televisions, refrigerators, washing machines and air conditioners have increase considerably. It is also facilitated by the easy availability of finance and prevalence of Nuclear families. 2. Size of Consumer Durable Market Rise in disposable income, easy access to credit and electrification are likely to accelerate the demand in this sector. The sector has a huge untapped market for appliances like air conditioners, washing machine and refrigerators. Air conditioners have a penetration of 4 percent in India, compared to global average of 30 percent. 100 percent FDI allowed in electronic hardware manufacturing sector under the automatic route. National electronics policy will also boost investment in the sector. The consumer durables sector in India has attracted significant investments over the years. 3. Review of literature Renugadevi, et al.1 (2016) Published a research paper on, “A Study on customer response towards the selected consumer durables of MNC’s In Coimbatore city.” The main objective of the study is to identify the demographic factors and factors influencing consumer’s brand preference which influences the level of satisfaction of the respondents. They use simple percentage and statistical tools like, average score analysis, ranking analysis were applied to realize the objective of the study. The study reveals that in spite of a number of well established Indian companies like Godrej, Videocon, Onida, BPL, etc., and people have gone for MNC’s products for their quality, brand image, technology updating, etc. Saravanakumar and Nithyadevi2 (2016) in their article, “A study on Consumer Behaviour of Women in Durable Goods- with Special Reference to Pollachi Taluk”. Studied the socioeconomic profile of the selected woman consumers and to examine the problem faced by the women while purchasing. The sample of 50 were selected as respondents consumers in pollachi taluck and the data were collected. Convenient sampling method was adopted in this study. Simple percentage which is applied to find the behavior of women consumer and other factors of the study. The study concludes that it is quite crucial to improve center product with fee addition to enhance client satisfaction more in the similar fee range. Subhadeep Chakrabotry3 (2016) in their study, “Brand Preference of Consumers towards selected Consumer Durables A case study of Tinsukia Town, framed the objectives as to identify the factors affecting brand preference of consumer durables in the study area. The consumer Volume VIII Issue XII DECEMBER 2019 Page No : 753 Science, Technology and Development ISSN : 0950-0707 durables selected for the study are color television, ceiling fan, pressure cooker, refrigerator, electric iron, and electric mixer keeping in view that those products are mostly used by the consumer as durable products. The sample size of the study 371 households and the quota sampling technique was used. Tools used for the Simple Percentage analysis and Chi Square were used for the analysis of data. The marketers to find out the factors influencing the brand preference of consumers for consumer durables and also to know the satisfaction level of customers of consumer durables. The study concluded that the study was very important for marketing view pointed consumer buying behaviour and consumers can avail quality in the market. Seema Johar4 (2015) in their study entitled, “To study the Consumer Decision Making Behavior for Purchase of Durable Goods”. The study was undertaken in Loni town (Ghaziabad) in which Females play a significant role in the domestic and socio-economic life in the society a total of 125 respondents residing in the Loni town formed as sample size for which convenience sampling method was adopted to pick the sample respondents. Simple percentage analysis was applied for analysis. Overall, it is argued study of consumer behavior is rapidly evolving as research recognize and implement new techniques and perspective to understand the nature of purchase and consumption behavior of female. The result of this studied was emphasized and further supported the importance of perception of female consumers as an important element of female purchase decision. Purushothaman and Krishnamurthy5 (2015) in their study entitled, “A Study on consumer buying behaviour (with special reference to home appliances in Vellore district). The main objective of the study is to find out the most influencing source of information for the purchase of home appliances. Simple random sampling method was applied to collect data from 250 sample respondents. The respondents are particularly Selected those who use microwave oven, washing machine and refrigerators. Study is used only simple percentage technique. The result of this study showed that scientific advancements and technological improvements make the consumers keep abreast of the latest information about the availability of home appliances in the market. 4. Research Gap The review of earlier studies focus on the particular concept of durable products like consumer response, behavior of women consumers towards durable goods, brand preferences etc. But the Volume VIII Issue XII DECEMBER 2019 Page No : 754 Science, Technology and Development ISSN : 0950-0707 present study gives an exclusive focus on the durable products preferred by the respondents of puducherry region. Televisions, Refrigerators, Washing Machines and Air-Conditioners are selected as durable products which are used by the consumers residing in lawspet area, Puducherry. Therefore, the researcher made a humble effort to study the consumer buying behavior of durable products in particularly selected the four major products like television, washing machine, refrigerator, air-conditioner puducherry region, to fill this research gap. 5. Statement of the Problem In the 21st century marketing scenario there are more number of marketers who is competing each other for marketing their products through various promotional strategies. The study of consumer buying behaviour has been an indispensable one in the present day of marketing since it is based on consumer satisfaction. An understanding of consumer buying behaviour of durable products is an essential as it reflects the influence of brands, price, quality, quantity, mode of purchase, etc. the success of the market or the failure depends on the purchase behaviour of consumers. Consumers are taking the lead roles as of today than the yester years while choosing their products by considering the factors of quality, price, service conditions warranty and also the products long durability or life. This is due to the outcome of education, employment, etc. present consumers are taking the lead in purchase decisions. Hence, the present study is aims to investigates the buying behavior of consumers in respect of choosing the right type of product and in the right time. 6. Scope of the Study The study aims at focusing study on consumer
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