• Isha Patnaik

This study attempts to examine the factors influencing purchasing behavior of consumers towards consumer durables in Odisha. A structured questionnaire was prepared in order to obtain information on selected variables affecting the purchasing behavior. Lastly, the information from 500 consumer respondents was collected. The data analysis has been done with the help of suitable statistical tools. The outcomes reveals that the factors influencing the consumer’s purchasing behavior of consumers have significant impact on the brand preference of consumers towards consumer durables. With the help of these findings, some vital suggestions were provided. The consumer durables market in Odisha are observed to be very much interested in studying the perception purchasing behavior of consumers to consumer durables especially with reference to the regular household consumer durables like television, refrigerators and washing machine. This article also made use of components of brand equity (brand awareness, perceived quality, and brand association and brand loyalty) as reviewed in the literature to distinguish and characterize the different perceptions of consumers.

Consumer Purchasing Behavior, Brand, Consumer Durables, Brand Equity, Brand Awareness, Perceived Quality, Brand Association, Brand Loyalty

"Study on Factors Influencing the Consumer’s Purchasing Behavior towards Consumer Durables in Odisha", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 2, page no.247-253, February-2019, Available :http://www.jetir.org/papers/JETIR1902836.pdf

"Study on Factors Influencing the Consumer’s Purchasing Behavior towards Consumer Durables in Odisha", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 2, page no. pp247-253, February-2019, Available at : http://www.jetir.org/papers/JETIR1902836.pdf