“An empirical study on Purchase decision of durable products in Pune City”.

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Dr.(Ms.)Jyoti Singh, Dr. Nilesh R Berad

Abstract

Purchase decision and consumer behaviour are deals with individual or group along with
activities related with purchase, consumption of products and services, with consumer’s
psychological responses enable the consumer to take purchase decision. Consumer behaviour
does not remain same for each product. It gets changed with each scenario. Sometime this gets
affected by the type of product and some time it gets affected with the individual characteristics.
Type of products like convenience products, shopping products durable products etc. Individual
characteristics like respondents demographic attribute, social and psychological attributes etc.
Current study focuses on purchase decision of consumer durable products and factors influencing
them. Consumer durable products are those products that reduce the human efforts, time as well
as give the convenience. Influencing factors and five steps of purchase decision process related
to durable products has been studied in the research process.
A Survey was conducted with a structured questionnaire. Total 125 respondents were
approached and data was collected. Study concludes that need of the product and income of the
respondents plays an important role in buying decision of durable products.

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