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"Consumer Behaviour towards durables in Chandigarh" studies how
people buy durable goods, what they buy, when they buy, why they
buy and where do they prefer to buy. The study provides useful
insights to marketers and manufacturers in developing strategies
for product development, pricing, positioning, promoting,
distributing and creating brand loyalty among consumers. The study
also displays application of wide range of tools and models for
academic use. The study develops a deeper understanding towards the
topic of consumer behaviour by applying and summarizing various
models of consumer behaviour such as Economic model, learning
model, psycho-analytical model and sociological model. Televisions
were selected as durable for the study. The study mainly analyses,
T.V. sets owned by the respondents, factors motivating them to
purchase T.V. sets, role of various factors in purchase decisions,
brand selection, store selection, influence of family members etc.
Study was conducted at Chandigarh - The city Beautiful which is
located at North western part of India and is a dynamic,
cosmopolitan and ever expanding market of consumer durables.
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