m

  

  
  
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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
 m   



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  0 5 27 18



 
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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