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.