Consumers Preference for Buying Home Appliances: An Empirical Study in Selected Outlets of Durg-Bhilai City

Indian durable industry has witnessed a heavy growth rate in past few years. With the increase in disposable income & credit availability, there is a shift in consumption pattern of consumers leading to short product replacement cycle. With the change in lifestyle of the consumers, durables are perceived as utility product rather than luxury goods. So, the aim of this study is to find out the determinants of consumers preference for purchasing home+ appliances in Bhilai city. Some determinants like price, brand, mode of payment, location & after sales service has been analysed by using multivariate analysis. A sample of 80 consumers was taken for conducting the survey. This research will contribute to the durable industry especially to home appliance while developing strategies to reach the consumers mind and surviving in the competitive market. FIELD OF RESEARCH: Consumer Behaviour.