Assessment of Customer Involvement and Consequences of Involvement in Home Appliances Purchase

Abstract

Marketing strategy is the game plan which the Jinns must adhere to, in order to outdo the competitor or the plans to achieve the desired objective. The people consume things of daily use, and huy these products according to their needs, preferences and buying power. The objectives of the study are to study the purchase decision behaviour relating to home appliances and to analyse customer respome to the marketing stimuli of home appliances. The study was carried out with the sample size of 200 respondems selected based on proportionate random sampling with in Coimbatore city.