recent years, rural markets have acquired significance, as the overall growth
of the economy has resulted into substantial increase in the purchasing power
of the rural communities.The buying behaviour of consumer has become a great
necessity in modern marketing system, because success or failure ultimately
depends upon the buying behaviour of the target customers considered
individually or a group. The character, behaviour and attitude of consumer are
the important dimensions in the decision making process. It has now become the
central topic of modern marketing since the ultimate aim of marketing is
consumer satisfaction and profit making.
rapid socio-economic changes sweep across India, the country is witnessing the
creation of many new markets and a further expansion of the existing ones. With
over 300 million people moving up from the category of rural poor to rural
lower middle class between 2005 and 2025, rural consumption levels are expected
to rise to current urban levels by 2017.
is the second largest consumer market in the world. The Indian consumer profile
has been developed and changed in terms of education, income, occupation, and
reference group and media habits. The consumer buying preferences are rapidly
changing and moving towards high-end technology products with acculturation.
Products which were once considered luxury items have become a necessity
because of the changing lifestyle and rising income levels. With growth in
disposable incomes, the demand for high-end products such as television,
washing machine, refrigerator, and air conditioners has increased considerably.
The Indian consumer durables market has undergone a major transformation since
the liberalization process, initiated in 1991. The market size, product penetration,
the variety and technology of products sold, have all experienced a quantum
leap. Improved product choice and decline in real prices, matched by increased
consumer incomes have driven the market growth rate to dizzy heights. Now
brands are becoming the most valuable assets that businesses can possess. The
marketers are facing lot of challenges; regarding differentiation which is
valued by the customers. The aim of marketing is to meet and satisfy the wants
of consumers’ needs and wants. This field deals with the behaviour of how
individuals, groups, and organizations select buy use or dispose of goods,
service ideas or experience to satisfy their needs and desires.
CONSUMER BUYING BEHAVIOUR
The consumer buying behaviour can be defined
as the way in which consumers or buyers of goods and services tend to react or
behave when purchasing products that they like. Buyers tend to exhibit
different types of buying behaviour when they are in the process of purchasing
goods and services and the behaviors witnessed are influenced by the type of
product he/she wants to buy. Consumer buying behaviours involves a long process
where the buyer has to identify the product, study well its features, the pros
and the cons are lastly deciding on whether to purchase it or not.
To understand more on this let us give a
definition to each of the different types of consumer buying behaviour that are
associated with different buyers and consumers of products. Consumer behaviour
is the study of how individual customers, groups or organizations select, buy,
use, and dispose ideas, goods, and services to satisfy their needs and wants.
It refers to the actions of the consumers in the marketplace and the underlying
motives for those actions.
Characteristics of Consumer Behaviour
Buyer behaviour comprise mental and physical activates of a buyer when he wants
to buy and service to satisfy his needs.
Buyer behaviour is very complex and dynamic also.
It includes both visible and invisible of buyer. The visible activates refer to
physical activity like actually going to the market place, buying the product
and consuming them. The invisible activates on the other hand, refer to mental
activates like thinking about the product, deciding to buy or not to buy that
product, to buy one brand instead of another etc.
It is constantly changing requiring certain adjustment. The marketing management
which fails to make such adjustments, would certainly lose its market .
An individual buying behaviour is also influenced by internal factors such as
needs, habits, instincts, motives, attitudes etc and also by outside or
environmental factors such as family, social, groups, culture, status,
positions, economic and business conditions. In narrow sense, consumer
behaviour is the act of a consumer when he is engaged in buying and consuming a
good or a service.
Consumer durable goods refer to various
devices used in a household kitchen to reduce manual human labour content and
to remove the drudgery in working place and to make household activities
speedy, tidy and enjoyable. There are, in the present day, a large number and a
variety of such household appliances like Air conditioners, Refrigerator,
Television and Washing machine .
share of gold ornaments in durables expenditure was estimated at nearly 24% in
rural India compared to about 20% in urban India. Refrigerator had a share of
over 21% in urban India, compared to 9% in rural India. The share of motorized
two-wheelers was about 12-14% in both sectors.
Post Purchase Behaviour
Purchase behaviour refers to the behaviour of a consumer after his commitment
to a product has been made. It originates out of consumer experience regarding
the use of the product and is indicated in terms of satisfaction. This
behaviour is reflected in repeat purchases or abstinence from further purchase.
Post Purchase behaviour refers to that behaviour exhibited after the purchase
goal of consumers’ decision system lies in consumption and consumption occurs
during the post-purchase phase. Thus purchases are only “means to an end the
end being the attainment of benefits from consuming the product or service.
From marketers perspective, long term success flows from having consumers
experience satisfaction during the post-purchase phase. The post-purchase
processes account for two major activities, consumption and disposition.
Trashing, saving and selling the product are the three major options of product
NEED FOR THE STUDY
country is witnessing the creation of many new markets and a further expansion
of the existing ones. With over 500 million people moving up from the category
of rural poor to rural lower middle class between 2005 and 2015, rural
consumption levels are expected to rise to current urban levels by 2018. A
combination of consumer depends upon lifestyles; income, product awareness and
pricing have been instrumental in changing the pattern and amount of consumer
expenditure leading to strong growth of consumer durables industry. Due to
demographic; socio -economic and cultural status of impact the buying behaviour
GAP IN THE LITERATURE
literature review is a significant step in each and every research process.
Review of earlier studies discloses the works and studies done by individual
researchers and institutions help to establish further the need for the study. The
various studies related to consumer behaviour, rural market and urban market
have been conducted by different social scientists at micro as well as macro
level in India and abroad. The present study was covered the Consumer Behavior
towards consumer durable goods. But no study was made in purchase Behavior
towards consumer durable goods.
James U. Mcneal, Chyon-Yeh, (2016)
have searched that examining ?Tolerance for Unethical Consumer Behaviour
Provides a Key Insight to how People Behave as Consumers Worldwide. In this
study, consumer reactions to unethical consumer behaviour scenarios are
investigated using sample data from Austria, Brunei, France, Hong Kong, the UK,
and the USA. Nationality is found to be a significant predictor of how
consumers view various questionable behaviours. Gender is not a significant
predictor, while age and religious affiliation are found to be significant
predictors of consumer ethical perceptions.
Paul Harrison and Robin Shaw, (2014)
have contributed ?Consumer Satisfaction and Post-Purchase Intentions. An Exploratory
Study of Museum Visitors. This paper examines the relationship between consumer
satisfaction and subsequent intentions in the museum context as well as the
moderating influence of demographic characteristics such as gender, age and
education in that relationship. The relationship between satisfaction and a
range of service elements, overall satisfaction with the experience and
intentions was investigated. Museum marketers can profit by examining the
‘Value chain” of museum experience outlined in the model presented,
especially the greater likelihood of consumers recommending the experience to
others than making a repeat visit themselves, and by investigating segment
differences beyond those reported here.
Sudarshan R. and Sridhar, (2013)
have conducted ?Impact of Consumer Involvement of Buying Decision – A
Conceptual Frame-Work. Consumer involvement refers to the intensity of interest
with which consumers approach the market place. It is related to the consumers’
values and self-concept which influence the degree of personal importance
ascribed to a product or situation consumer involvement varies Krishna across
different individuals, product, brands and situations.
Alet C. Erasmus, Meriam M. (2012)
has focused on the The Paradox of Progress: Inexperienced Consumers’ Choice of
Major Household Appliances. The results supported the initial notion that
limited consumer socialization may result in, and even necessitate
inexperienced consumers’ relianceon surrogate indicators of quality, such as
price, brand name and store image, as compensation for lack of appropriate
product knowledge unfortunately the use of surrogate indicators of quality does
not necessarily imply informed, responsible buyer behaviour.
Christopher P. Blocker, Daniel J. Flint, (2007)
has analyzed that ?The Relationship between Satisfaction, Loyalty and Buying
Intention Perceived by Spanish Consumers. Scale development was based on the
review of the most relevant literature regarding food marketing and
agribusiness. Data were collected through a structured questionnaire. A
structural equations model was applied to analyze the relationships among
consumer satisfaction, loyalty and buying intention. The results show that a
higher satisfaction leads to greater levels of loyalty and buying intention .
SCOPE OF THE STUDY
study aims at focusing study on purchase behavior of consumer durable goods in Palacode
Taluk. Researcher limits its scope to selected consumer durable such as Air
conditioners, Refrigerator, Television and Washing machine . Hence, it is
necessary to concentrate on consumers’ perception, consumers’ pre-purchase and
post-purchase behavioral activities. There are many sides of consumer behaviour
that possibly need elaboration and how ever this study concentrates on
individual consumer purchase behaviour regarding the purchase of consumer
durable goods already stated the consumer.
have been less focused studies analyzing the consumer durable market in the
background of changing scenario of rural and urban markets. And there have been
less attentiveness on consumer behavior studies.
PROBLEMS OF THE STUDY
study of behavioral aspect of consumers is great importance for marketers and
this knowledge is applied to find out the consumers wants and needs. The study
of consumer behaviour helps every common man in all its practical sense. In a
competitive environment one cannot thrust a product on the consumers. The
reason for studying consumer behaviour is to find out the role it plays in the
lives of many consuming public at large and that as the institutions involved
in the production and marketing of different types of consumable articles,
equipment, goods and services in general. But for such studies it would be
difficult to ascertain the exact needs of consumers.
The consumer has also to take decision about
when and where to buy the products that he needs or wants, how much the
consumer wants to spend on it, or how much the consumer can afford to and how
the consumer will pay for it. Some purchase decisions are routines and may not
require these considerations. To solve the problems of consumers and marketers,
there must be continuous studies in the field of consumer buying behaviors. Few
researches have been done in India on the impact of consumer buying behaviour
and brand equity on consumer durables.
OBJECTIVES OF THE STUDY
To study the buying behaviour for selected consumer durables.
· To study
the effect of brand awareness and its importance in decision making .
data for the purpose of the present study have been collected through primary
and Secondary data.
Primary data has been
collected through structured questionnaire from 50 respondents in Palacode Taluk.