The present study focuses on analyzing consumer buying behaviour towards durable products in Tirupur. Durable goods such as televisions, refrigerators, washing machines, air conditioners, mobile phones, and other electronic appliances play an important role in improving the standard of living. Since these products involve high cost and long-term usage, consumers make careful and well-planned decisions while purchasing them. The study examines how demographic factors such as age, income, occupation, and family size influence consumer preferences. It also highlights the importance of product quality, price, brand image, warranty, after-sales service, promotional offers, and digital influence in shaping purchase decisions. Primary data were collected through a structured questionnaire from 100 respondents in Tirupur. Secondary data were collected from books and journals. Percentage analysis and rank analysis were used. The findings reveal that product quality and brand reputation are the most influential factors in consumer decision-making. Price sensitivity and promotional schemes significantly affect middle-income consumers. Effective after-sales service contributes greatly to customer satisfaction and brand loyalty.
Ph.d., et al. (Thu,) studied this question.
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