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 The rural market is growing faster than the urban


markets

 Changing lifestyle, and higher disposable income


coupled with greater affordability and a surge in
advertising has been instrumental in bringing about a
sea change in the consumer behavior pattern

 The refrigerator segment is expected to the largest


contributing segment to the overall growth of the
industry
á     
Ȉ To understand the consu er behavior in durables in
Mi : Harihar/Davangere

Ȉ Preparation of questionnaire
1

Ȉ Collecting responses and tabulation


2

Ȉ Factor analysis
3

Ȉ Identification of six factors that drive consu er behavior for purchase


4 of refrigerators
   
1) I buy a refrigerator because of status symbol rather than need
2) I consult my friends/ family before buying a refrigerator
3) I consider the color of the refrigerator before buying
4) I consider technical features of the refrigerator to be very important
5) Capacity of the refrigerator is of utmost importance to me
6) I always go for a refrigerator for a particular brand
7) I usually buy refrigerator during the festive/ harvest season
8) I usually buy refrigerator when special discounts and offers are
available
9) My decisions are influenced by the guarantee/ warranty offered
10) For me, after sales service is of utmost importance
11) I take inputs from the retailer before buying a
refrigerator
12) Advertisements influence my purchase decision
13) My decision changes because of point of sale promotions
14) I get affected by celebrities endorsing a particular brand
15) Maximum budget for buying a refrigerator is not more than
Rs15,000
16) My repurchase of refrigerator is generally after 7 years (other
things remaining same)


1: Strongly disagree
2: Disagree
3: Neutral
4: Agree
5: Strongly agree
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"     
    0 3 13 26 8


"%   
   
  0 21 12 6 11


    
 
 
 37 6 7 0


"  

 
  
 0 7 8 33 2


 


  
10 2 34 4 0


  
      
 0 29 15 6


# $          
 0 25 16 9
 
  
 0

"  


  
!
 9 21 16 4  
& 

    !
   

 0 26 2 16 6


    
    0 31 6 7 6
 
 


!       
 0 18 13 2 17


              
  0 5 27 18



  
       0 8 5 37



         
 0 8 14 14 14



   
   
   02 12 32 4


          
 43 5 02 0

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a   
 Œut of the 16 variables, six factors were identified by using
the factor analysis method of the Market Research

 These six factors account for 83.7% of the consumer buying


behavior for the durables

 The figure of 83.7% is a healthy figure for accepting the


factor analysis; hence we came to the conclusion that the
six factors given by the model drive the consumer behavior
pattern of the consumers in the Harihar and Davangere
region
 Factor 1 comprises of the variables 7 and 11 i.e., Refrigerators are bought
at festive/harvest season and inputs from the retailer are taken

 Factor 2 comprises of the variable 5 i.e. capacity of the refrigerator is


taken into account during the purchase

 Factor 3 comprises of the variable 3 i.e. people give importance to the


color of the refrigerator while making the purchase decision

 Factor 4 comprises of the variable 14 i.e. celebrity endorsements have a


huge impact on the buying behavior

 Factor 5 comprises of the variable 1 i.e. people buy refrigerator because


of their need

 Factor 6 comprises of the variables 4 and 15 i.e. people pay attention to


features of the refrigerator as well as its cost while buying a refrigerator
a     

  
 
 
 Need for refrigerator
 Celebrity endorsements
 Value for money
 Festive / Harvest seasons
 Color of the refrigerator
 Capacity of the refrigerator