Volume : V, Issue : II, February - 2015

A STUDY ON FACTORS INFLUENCING WOMEN CONSUMER BEHAVIOUR OF DURABLE GOODS IN CHENNAI CITY

Dr. Eswari. M, Dr. Meera. C

Abstract :

There are many underlying influences both internal and external from the social environment. The combination of these inputs and internal factors can never be complex indeed. Perfect prediction of behaviour is never possible, but properly designed research efforts can significantly lower the risks of the types of product failure. While the consumer cannot knowingly be induced to act in a way contradictory to his or her own goals, motivation and behaviour can be influenced by outside sources. This influence is understood through research. Non–durable goods like grocery, vegetables, fruits, cosmetics, toiletry, clothes, etc are the basic products used by the consumers. Hence, the present study has been undertaken to find out answers for the following questions. 1. Who is the deciding authority for purchase and what is the role of women in purchase decision? 2. What are the factors influencing women’s purchasing behaviour? 3. What are the problems faced by women during and after purchase?

Keywords :

Article: Download PDF   DOI : 10.36106/ijar  

Cite This Article:

Dr.Eswari.M, Dr.Meera.C A STUDY ON FACTORS INFLUENCING WOMEN CONSUMER BEHAVIOUR OF DURABLE GOODS IN CHENNAI CITY Indian Journal of Applied Research, Vol.5, Issue : 2 February 2015

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