Vol. 3, Issue 6, Part A (2017)

Emergence of dual income nuclear families has been instrumental in increasing the disposable income floating in the economy coupled with decrease in amount of savings and increase in borrowing by households.

The entry of global giants like Sony, Samsung, Hitachi, Panasonic, Toshiba etc., have played a major role in shaping up the present Indian market new product launches, wide product offerings; and aggressive marketing campaigns, competitive pricing, innovative promotional activities are few of the characteristic of the Indian consumer market.

A study was conducted to study the purchase behavior of family members for the purchase of consumer durables. Specifically five (television, washing machine, microwave oven, refrigerator, air conditioner) was taken into consideration. Data was collected from 210 respondents. They were asked to indicate the family member on who are initiator, influencer, decider, purchaser and user. The result as well as decider and purchaser are same family members other roles are played by different members of the family for all consumer durables.