Product Features and Purchase Behaviour of Consumers'- with Special Reference to Modular Kitchen

Abstract

The research aims to examine and identify the effect of product features on consumer purchase behaviour of Modular kitchen in Chennai city. Data is collected through distribution of questionnaires and implemented to 238 respondents. The data analysis in this research is using SPSS version 16. The sampling technique uses a non-probability sampling method and the data testing technique is used within the research includes validity test by factor analysis, reliability test with cronbach. The present study has been proposed to validate the variety of product features which would be considered by the individuals while purchasing modular kitchen. The factor analysis result shown that modular kitchen product accessories materials have considered extremely important to consumers in purchase of modular kitchen. The correlation test shows the extent of relationship between product features and its purchase decision.