• Dr.K.Alagar

Consumer behaviourble changes make “Yesterday’s luxuries are today’s necessaries”. India is emerging as an attractive market for consumer durables. But the vibrant environmental factors and fierce competition is making it imperative to understand the dynamics of consumer durable market. Market survival depends on consumer satisfaction. Consumer satisfaction depends on their perception and brand preference of particular brand. 6 brands of consumer durables are available in the study area. The study would bring to light which consumer durable brand is most preferred by the consumers and why chose a particular consumer durable brand.

Consumer. Brand preference, durable goods

"A STUDY ON CONSUMER BRAND PREFERENCE FOR CONSUMER DURABLE GOODS WITH REFERENCE TO KARAIKUDI TOWN", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.7, Issue 2, page no.533-536, February-2020, Available :http://www.jetir.org/papers/JETIR2002285.pdf

"A STUDY ON CONSUMER BRAND PREFERENCE FOR CONSUMER DURABLE GOODS WITH REFERENCE TO KARAIKUDI TOWN", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.7, Issue 2, page no. pp533-536, February-2020, Available at : http://www.jetir.org/papers/JETIR2002285.pdf