Académique Documents
Professionnel Documents
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Marketing
Keywords: consumer buying behaviour, nagaland, durables, marketing mix, decision making process,
brand preferences.
GJMBR-E Classification: JEL Code: E29, M30
FactorsInfluencingConsumerBuyingBehaviourACaseStudy
Strictly as per the compliance and regulations of:
2014. E. Thangasamy & Dr. Gautam Patikar. This is a research/review paper, distributed under the terms of the Creative
Commons Attribution-Noncommercial 3.0 Unported License http://creativecommons.org/licenses/by-nc/3.0/), permitting all noncommercial use, distribution, and reproduction in any medium, provided the original work is properly cited.
I.
Introduction
Year
37
Global Journal of Management and Business Research ( E ) Volume XIV Issue V Version I
2014
Year
2014
Global Journal of Management and Business Research ( e ) Volume XIV Issue V Version
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2
Literature Review
Research Methodology
Social
Status
[1]
[2]
226
*(75.33)
42
14
2
2
4
2
8
Rank I
2
14
30
20
42
90
100
*(33.33)
Rank III
6
6
12
24
62
24
24
14
6
26
50
40
44
52
4
Rank II
76*(25.33)
Rank VII
To
Increase
Assets
[7]
To
Maintain
Autonomy
[8]
0
14
0
26
30
62
76*(25.33)
66
28
16
60
96
*(32.0)
36
50
28
6
12
22
38
76
80*(26.66)
42
84*(28.0)
48
28
34
2
Rank VII
8
Rank IV
58
Rank VI
38
Rank V
2014
VII.
Year
VI.
39
Global Journal of Management and Business Research ( E ) Volume XIV Issue V Version I
Television
Refrigerator
Washing Machine
Four Wheeler
Furniture
Personal Savings
Borrowed Money
Instalments
Gift
288*(96%)
0
6*(2%)
6*(2%)
264*(88%)
4*(1.33%)
12(4%)
20*(6.66%)
264*(88%)
10*(3.33%)
12*(4%)
14*(4.66%)
226*(75.33%)
18*(6%)
48*(16%)
8*(2.66%)
266*(88.66%)
0
14*(4.66%)
20*(6.66%)
Year
2014
Global Journal of Management and Business Research ( e ) Volume XIV Issue V Version
40
2
Television
Rank
Refrigerator
Rank
Washing
Machine
Rank
Four
Wheeler
Rank
Furniture
Rank
66
110
II
I
76
II
I
94
I
II
58
I
III
58
II
I
24
26
24
V
III
V
12
VI
VII
Advertisement
Previous
experience
Friends
Relatives
Goodwill of the
Manufacturer
Reputation of the
Retailer
Retailers
Recommendation
90
24
30
18
26
0
78
24
46
V
III
VI
28
IV
VII
V
III
IV
VI
VII
40
36
42
38
10
14
V
II
IV
VII
VI
86
20
28
52
10
0
V
IV
III
VI
VII
Conclusion
Acknowledgements
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Global Journal of Management and Business Research ( E ) Volume XIV Issue V Version I
2014
Year
2014
Global Journal of Management and Business Research ( e ) Volume XIV Issue V Version
42
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