• Tahira Khanam Quareshi

Abstract: In India as the level of competition keep on increasing day by day for automobile market, it is essential for every firm to understand customer insight in order to provide best value judgement. Thus, they need to understand how consumer compares price-value of products. Therefore, the objective of this research is to study the relationships of perceived price, perceived value and customer satisfaction that will affect consumers purchase decision towards durables and non-durables. Survey using convenience sampling was done at Ludhiana city. Questionnaires were distributed to 320 durable product users and 350 non-durables product users at the sampling location. The study revealed a significant positive impact of perceived price over perceived value for both the categories of products. The results from this research provide a platform for Ludhiana automobile makers to appreciate consumer value judgement and how it affects their purchase decision. In order to ensure that the findings are illustrative and convincing, future research should include more constructs like brand image, customer experience, culture etc.

Perceived value, Perceived price, Customer satisfaction, durable and non-durable.

"The influence of price and perceived value on customers' purchase decision: A study of durable and non-durable", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.259-275, June-2019, Available :http://www.jetir.org/papers/JETIR1906184.pdf

"The influence of price and perceived value on customers' purchase decision: A study of durable and non-durable", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp259-275, June-2019, Available at : http://www.jetir.org/papers/JETIR1906184.pdf