A Study of Factors Affecting Consumer Buying Decision In Relation to Consumer Durables (Electronic Goods) with Special Reference to Western Chhattisgarh

Abstract

The Indian electronics industry is going though turbulent transformation. Companies are relooking at their strategies and are desperate for growth. The changing environment demands fresh thinking to gain the cutting. edge advantage. Many things that were considered as luxuries a few years ago have become necessities for most people. The present study is focused to identify important factors and sources of information in purchase of consumer durables. (electronic goods). This is an exploratory cum descriptive study using primary data collected through stratified random sampling method with the sample of 400 respondents of four districts of Western Chhattisgarh - Durg, Kanker, Rajnandgoan and Kabirdham. Here, the researcher investigating various factors of consumer buying decision in relation to consumer durables (electronic goods) and concludes that recent developments in the socio-economic structure has changed the various assumptions regarding the purchase decision of these goods.