Impact of demographics on women consumers in the purchase of durable products-A study with reference to Chennai City

This study examines the demographic background of women consumers on their behavior on durable products. A Questionnaire was prepared in a statement format using a Likert scale. The questionnaires were tested among 450 women consumers, to assess the reliability and validity of the measurement. The validation is done through Confirmatory Factor Analysis (CFA). The outcome of the study was that women have personal preferences and family preferences towards the product attributes of durables. Their satisfaction depends upon price, quality, product characteristics, product needs and utility.