• E. Nirmala
• Dr. C. Shalini

In India, consumer behaviour doesn’t remain constant in the current marketing situations and these behavioural changes happened from time to time. The durable products industry is functioning in a highly competitive, complex and promptly changing the business environment. There are various demographic factors like age, sex, marital, household income, size of the family, education level, occupation, background, psychological factors which affect the buying behaviour of the consumers. This paper focused on the role of demographic variables in the behavioural changes of consumers of durable products in Chennai city. This study analysed the factors responsible for the demographic variables among consumer of durable products. The consumers’ group are segmented on the basis of demographic variables and their needs, wants, preferences often highly associated with the demographic variables. This demographic variable makes known the updated trends, such as age, sex and income level that brings new strategy to the marketers.

demographic variables, behavioural changes, consumer purchase decision

"Role Of Demographics In The Behavioural Changes Of Consumers – A Study With Reference To Durable Products In Chennai City", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 4, page no.392-395, April-2019, Available :http://www.jetir.org/papers/JETIR1904672.pdf

"Role Of Demographics In The Behavioural Changes Of Consumers – A Study With Reference To Durable Products In Chennai City", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 4, page no. pp392-395, April-2019, Available at : http://www.jetir.org/papers/JETIR1904672.pdf