• SAKKARIYA K K

Purchase decision making on durable goods is a multistage complex process, which is undertaken by family members. . The whole process is affected by multiple factors including income, gender, age group, surrounding people, over the shoulder responsibilities and much more. Earlier this was a decision taken solely by men. But now, most of the families it is decided jointly, it may be wife and husband, parents and children. While taking family as a decision unit it is proved that three forms of family, they are, elemental, nuclear and extended. In typical joint family decisions were taken by the most elder male member. Today this situation has been changing number of nuclear families increased due to socio cultural changes. Products like Real estate, rental house and car continues male dominated. The purpose of the study is perception of consumers and before and after purchase behavioral activities. The study considers the factors which influence consumer decision making. In Kerala literacy rate is very high in comparison with other states. So influence of education and mass media is high comparison with others.

consumer buying behaviour, nuclear families, joint families, education , family income

"CONSUMER BUYING BEHAVIOUR OF DURABLE GOODS : WITH SPECIAL REFERENCE TO KOZHIKODE DISTRICT OF KERALA", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.7, Issue 4, page no.324-330, April 2020, Available :http://www.jetir.org/papers/JETIR2004538.pdf

"CONSUMER BUYING BEHAVIOUR OF DURABLE GOODS : WITH SPECIAL REFERENCE TO KOZHIKODE DISTRICT OF KERALA", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.7, Issue 4, page no. pp324-330, April 2020, Available at : http://www.jetir.org/papers/JETIR2004538.pdf