Vol. 3, Issue 9, Part E (2017)

Abstract
The introduction of different types of durables has also brought out many significant changes in the tastes and preferences of ultimate consumers in recent years. About two-thirds of India’s consumer durables are currently sold in urban markets. Now a day’s marketers concentrate the rural consumers also. The most popular consumer electronics are color television sets, electric fans and air conditioners are popular due to India’s hot climate. Other top consumer durables include refrigerators and washing machines. Consumer behavior is a complex and multidimensional process that reflects the totality of consumer decisions with respect to acquisition, consumption, and disposal of goods and services. The study of consumer behavior helps in understanding how individuals make decisions to spend their available resources like time, money, and effort while purchasing goods and services. Hence this study focused on the purchasing behavior of durable goods among consumers.