• Vipin Rawat
• Dr. S. S. Bhakar

Examination of factors affecting consumer attitude is interesting area of area of research for the academicians and researchers. Understanding of consumer attitude and the factors which affect the attitude is very important for marketer and researcher that how consumer react towards durable goods. The objective of this study is to investigate demographic factors which may affect consumer intention. This study is based upon primary data collected from the help of questionnaire. Sample of 314 respondent living in different geographical area of Madhya Pradesh has been taken for the purpose of analysis. Questionnaire with seven point Likert scale and well-structured used to collect the data. Our finding indicated that significant impact of various demographical factors on the purchase intention of consumer.

Consumer Behaviour, Decision Making, Purchase Intention, Likert Scale

"Factors Affecting Consumer Attitude Towards Durable Goods", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.8, Issue 7, page no.b362-b367, July-2021, Available :http://www.jetir.org/papers/JETIR2107176.pdf

"Factors Affecting Consumer Attitude Towards Durable Goods", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.8, Issue 7, page no. ppb362-b367, July-2021, Available at : http://www.jetir.org/papers/JETIR2107176.pdf