A STUDY OF INFLUENCE ON THE FAMILY MEMBERS BY PURCHASING DURABLE GOODS IN K.K.NAGAR, TRICHY

Mrs. Buvaneswari R, Ms. M. Aishwarya, Mrs. B. Bharathi

Abstract


Everyone who spends money to buy goods and services from the market is a buyer, but a buyer who makes use of goods and services for his/her living to maintain a good physical and mental health is a consumer.  A common man as a consumer has a wide range of expectations such as price, correct weight and measurement, purity packaging, service during and service after the sale. Buys any goods for consideration which has been paid or promised, or partly paid and partly promised or under any system of deferred payment and includes any use of such goods other than the person who buys such goods for consideration paid or promised or partly promised, or under any system of deferred payment when such use is made with the approval of such person, but does not include a person who obtains such goods for resale or for any commercial purpose. The modern market is highly competitive and transitional.  The prominence gained by an individual consumer in marketing decision making compels the marketer to look atthe organize the component of the marketing mix through the customer’s eyes.  The project is expected to throw light into various factors which affect consumers purchase decisions, while buying consumer durables and demographic profile of customers in Trichy. This study can play a major role for organizations while planning its marketing activities and decide on the promotions for the same.


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ISSN : 2251-1547