Consumer Behaviour for Household Appliances in Ludhiana
Kumar, Rajesh.
- 2015
- 355 - 368
Consumer is the king in the market. In today's competitive environment attracting, satisfying and maintaining consumer is more difficult than producing goods. For a single product a lot of brands are available in the market. In the case of home appliances a lot of foreign and national brands are there for customers to choose from. The objective of this study was to identify the factors influencing preference for a brand of home appliances and determine their consumption pattern. It also reveals the attitude and perception of consumers towards different brands. The study identified the most preferred brand by consumers in each category of home appliances. Primary data was collected through personal and telephone interview with the help of a structured interview schedule. The study investigates the factors considered by consumers before going out for a purchase of household appliance in Ludhiana. In the present study the brand preference of consumers regarding their purchase of household appliance in Ludhiana is also identified. The use of a structured questionnaire has been done to generate responses from the respondents who belonged to different parts of Ludhiana. The sample...