• Shubham Aroa
• Dr. Jaya Yadav
• Thanesa Iyer

Compared to the global front, the penetration of consumer durables in India has been comparatively low. Since consumer durables are products that are expected to have a longer product lifecycle, are usually expensive and are not generally replaced quickly. Consumers tend to give more consideration to the product options before making the final purchase. Hence this study was aimed at studying consideration factors that played a significant role at the time of purchase of consumer durables in India and made an attempt to understand and validate factors that triggered a product purchase. Thus a sample of 60 respondents from Delhi NCR region was selected. A paper-based survey was conducted and the responses were entered into an SPSS data file to support data analysis. Findings concluded that a range of consideration factors come in to play before the purchase of consumer durables of which service and warranty was a top consideration factor for respondents across all age groups. Millennial was found the most brand and environment conscious while Older respondents always referred to product recommendations from trusted dealers or refer their past experiences with the brand before making a purchase. Price was also found to be a significant consideration factor and over 50% of respondents hopped on to shopping consumer durables due to mega discounts being offered by retailers. Hence for consumer durables companies to succeed in a large market with strong growth drivers, companies need to customize their marketing efforts based on the preferences of their target customers and the purchase consideration factors that truly resonate with each buyer group.

Consumer durables, Consideration factors, Millennial, Service, Warranty, Price

"Understanding the considerations factors in purchase of Consumer Durables in India: A perspective", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 4, page no.681-697, April-2019, Available :http://www.jetir.org/papers/JETIR1904D92.pdf

"Understanding the considerations factors in purchase of Consumer Durables in India: A perspective", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 4, page no. pp681-697, April-2019, Available at : http://www.jetir.org/papers/JETIR1904D92.pdf