MARKET RESEARCH ON CONSUMER BUYING BEHAVIOUR FOR MICROWAVE OVENS IN THANE DISTRICT

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. Percentage household penetration of microwave ovens is low that is 5.3% over washing machine (10%), Air conditioner (6.8%) and Refrigerator (31%). Microwave oven sales suffered during the last three years as with all other categories since consumers were cutting discretionary spend on lifestyle products. The objective of the research paper is to understand the consumer buying behavior and way of thinking in case of microwave ovens. The paper also emphasizes on consumer decision making for buying decisions, gender wise , occupation wise perception about the microwave ovens and important factors affecting the buying consumer behavior.