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Consumer Buying Behaviour while purchasing Refrigerator Final Project

Consumer Buying Behaviour while purchasing Refrigerator Final Project

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Published by bharatchauhan
How external and internal factors effect consumer buying behaviour
How external and internal factors effect consumer buying behaviour

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Published by: bharatchauhan on Oct 30, 2009
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08/01/2013

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The consumer segment chosen for this study is Males in the age group of 30 to 40 years, working
professional and married.
The internal factors that influence the purchase decision of these consumers for a Refrigerator:
1.Need for the Refrigerator (whether need is physiological or esteem)

2.Personality of the buyer: whether he is extrovert or introvert, open to experiment, etc.

3.Level of Involvement of the buyer with the Refrigerator.

4.Motivation towards the Refrigerator whether it is latent or manifest.

5.Emotions towards the Refrigerator: which dimension will it satisfy amongst the
pleasure, dominance and arousal?

6.Brand personality as perceived by the buyer and how he relates it to his own
personality.

7.Attitude of the buyer towards the Refrigerator or the brand.

8.Self-concept of the buyer: his thoughts and feelings towards the refrigerators/brands
having reference to himself as an object.

9.Loyalty towards a particular brand of Refrigerator.

10.Positioning of a particular brand in the mind of the buyer.

Executive PGDM

Group 126

Effect of consumer behaviour on the purchase of Refrigerators

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