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Consumer Buying Behaviour Case Study

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A STUDY ON CONSUMER BEHAVIOR TOWARDS ELECTRONIC GOODS

ABSTRACT
The consumers have to consume various products in their day- to- day life. The usage of products depends up on their needs and wants. The varieties of products available in market force the consumer to select, product at very initial stage, The selection and purchase of the products depend on the differential behavior over time, availability of information from various sources, their preference to a particular product, their utility etc. A study on consumer behavior helps the firm to provide valuable information and guidelines on new technological development.
INTRODUCTION TO THE STUDY Consumers have different tastes, likes, dislikes and adopt different pattern while making …show more content…

(2008) in his study on Categorizing Consumers’ buying behaviour has focused on the consumers buying behaviour on Television brands. The author has viewed that, consumers and households make decisions about the goods and the services they purchase. The factors that influence this buying decision are commonly price, quality, advertisement, recommendation from near and dears etc.
Abdul Brosekhan and Muthu Velyautham(2010) in their joint study on Consumers buying behaviour towards selected home appliance products have made an attempt to analyze the consumer buying behaviour towards selected home appliance products in Ramanathapuram.
Vijayalakshmi S et al.(2013) in the paper titled “ An impact of consumer buying behaviour in decision making process in purchase of electronic home appliances in Chennai(India): an empirical study” investigated the impact of internal and external factors on the buying behaviour of the consumers. Further, the authors have concluded that, marketers need to concentrate on the influence of these factors in order to effectively satisfy the consumers who are differentiated in terms of their decisions.
OBJECTIVES OF THE STUDY
 To study the awareness of consumer with reference to electronic …show more content…

S.No. Personal factors Chi-square value Chi-square table value Significant/ not significant
1 Gender 16.198 7.815 Significant
2 Age 7.041 16.916 Not significant
3 Education 12.404 16.916 Not significant
4 Occupation 15.184 21.026 Not significant
5 Family income 19.143 21.026 Not significant
6 Marital status 0.901 7.815 Not significant
7 Family system 3.459 7.815 Not significant
8 Size of family 6.108 12.529 Not significant Chi-square test was applied to find whether there is any significant relationship between personal factors and factors motivated to but the goods. The hypothesis is rejected in one case in all other cases the hypothesis is accepted .It is concluded that age, education, occupation, income level, marital status, family system, no of members in family does not have a significant influence on the factors motivated to buy the goods.
Table showing the relationship between personal factors and predominant role in purchase decision
H0 - The personal factors of the respondents have no significant influence on the predominant role in purchase

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