A Factorial Study of Consumer Buying Behaviour towards Durable Goods With Reference To Urban Working Women

Abstract

"Many things that were considered as luxuries till about ten years ago have become necessities for more peo ple today" .And in case of durable goods consumption it has happened also as which were luxury at once becomes necessity now. Consumer centric marketing style is predominant in durables which in turn revolves round the consumer purchase attitude. Today wom ens are chief purchase officer controlling 85% of all purchase decision .In India women hold more than 25% of the white collar jobs in sector like IT, ITES, Pharmaceutical, Biotechnology , market research, financial services ,advertising, marketing and med ia. The new Indian women is a hard working professional women. The research paper deals with the study of urban working women purchase attitude with special reference to consumer durables. This has been evaluated on the basis of a comparative study of facets with special reference to consumer durable with sample frame of middle class working women families of Lucknow.