• MARELLA NAGASIDDHARTHA
• Dr. D. Raghunatha Reddy

The Indian air conditioner market has witnessed a solid growth. The view of Indian middle class towards the product has shifted. A large section of urban middle class consider it as more of a necessity rather than a luxury item known the warm and humid Indian climate. The fast escalating demand from the residential sector owing to decrease in prices has made the manufacturers aim high in the Indian air conditioner market. The commercial segment is also catching up with the increase in demand of commercial plots, offices, stores, and business apartments. At present, northern India accounts for the largest share of the air conditioners market, followed closely by the southern states. The country has emerged as a major manufacturing hub for air conditioners in the SAARC region, as global players have set up manufacturing units. Hence now this study triggers the consumer behaviour towards the ACs.

"CONSUMER BEHAVIOUR TOWARDS PURCHASE OF AIR CONDITIONERS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.972-978, June 2019, Available :http://www.jetir.org/papers/JETIR1907C95.pdf

"CONSUMER BEHAVIOUR TOWARDS PURCHASE OF AIR CONDITIONERS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp972-978, June 2019, Available at : http://www.jetir.org/papers/JETIR1907C95.pdf