National Journal of Advanced Research

National Journal of Advanced Research


National Journal of Advanced Research
National Journal of Advanced Research
Vol. 3, Issue 2 (2017)

A study on consumer perceptions and buying behavior towards selected home appliances products in Bangalore rural districts


Dr. Sai Ganesh, Naveen Kumar G

India is an emerging country; in recent times India witnessed a wave of change.Indians literacy levels are improving and Indians demanding better life style, Indian markets have become a global destination for different investors in the world. From the past three decades marketing facing lot of challenges today because understanding the consumers is a comprehensive task because each consumer have different taste and different perception, because customer loyalty have been an integral part due to changing mindset from time to time. For buying products various factors will influence to customers such as age, family life cycle, values, attitude, culture, customs because in order analyze the customer likes and dislikes various parameters have been adopted. The study focus on home appliances which are extensively used in Bangalore rural districts, the products are, air conditioner, washing machine, refrigerators, mixer grinder, televisions. The study evaluates location wise consumer buying behavior towards home appliance products in Bangalore rural districts.
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