SURVEY TO FIND OUT PERCENTAGE MARKET SHARE OF EACH BRAND OF HOME APPLIENCES IN SHAHAPUR, TITWALA, ULHASNAGAR AREAS AND STUDY OF DEALER INFLUNCE ON PURCHASE DECISIONS

Abstract

The Indian consumer durables industry has witnessed a considerable change in the past couple of years. Changing lifestyle, higher disposable income coupled with greater affordability and a surge in advertising has been instrumental in bringing about a sea change in the consumer behavior pattern. Apart from steady income gains, consumer financing and hire-purchase schemes have become a major driver in the consumer durables industry. In the case of more expensive consumer goods, such as refrigerators, washing machines, color televisions and personal computers, retailers are joining forces with banks and finance companies to market their goods more aggressively. The objective of the research paper is to find out percentage market share of each brand of home appliances in the areas like Shahapur, Titwala, Vasind, Shahad and Ulhasnagar. Dealer plays very important role in the decision making process in case of consumer durable industry. The objective of the study is also to understand the influence of dealer on purchase decision of consumer.