CONSUMER PURCHASE PREFERENCES TOWARDS HOME ENTERTAINMENT PRODUCTS IN INDIAN MARKETS - FACTOR ANALYSIS

Every day, each of us make numerous decisions concerning every aspect of our daily lives. However, we generally make these decisions without stopping to think about how we make them and what is involved in the decision making process itself. In the most general terms, a decision is the selection of an action from two or more alternative choices. In other words, for a pers on to make a decision, a choice of alternatives must be available. If a person has a choice between making a purchase and not making a purchase, or a choice between brand X and Y, that person is in a position to make a decision. On the other hand, if the c onsumer has no alternatives from which to choose and is literally forced to make a particular purchase, then this single ‘nochoice’ action does not constitute a decision. A ‘no-choice’ decision is commonly referred to as a “Hobson’s choice” . Thus if there is almost always a choice, then there is almost always an opportunity for consumers to make decisions.