• Dr. T. A. TAMILSELVI
• S. GOMATHIPRIYA

Every consumer has certain wants and a strong desire to satisfy them. The consumer purchases certain goods under the thought that the goods would satisfy his wants. If the product fails to satisfy his wants, he will reject the product and switch over to some other product, which can efficiently convince his needs. This being the case, every producer should satisfy the needs of the consumer effectively for the very reality of his enterprise. Particularly in a free enterprise economy, the consumer is regarded as the King. That is why the study is necessary to recognize whether the selected house hold products are satisfying the desires of the consumer effectively. Understanding consumer’s preference concerning purchase of any goods and services is a difficult task. The task becomes even harder when it comes to consumer house hold appliances. So it is important to know the factors affecting brand preference of consumer selected house hold appliances.

purchase behaviour; consumer; white goods; product; service; brand preference

"A STUDY ON BRAND PREFERENCE OF CONSUMERS TOWARDS SELECTED HOUSE HOLD ELECTRONIC APPLIANCES WITH SPECIAL REFERENCE TO SALEM CITY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 2, page no.275-279, February-2019, Available :http://www.jetir.org/papers/JETIRZ006043.pdf

"A STUDY ON BRAND PREFERENCE OF CONSUMERS TOWARDS SELECTED HOUSE HOLD ELECTRONIC APPLIANCES WITH SPECIAL REFERENCE TO SALEM CITY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 2, page no. pp275-279, February-2019, Available at : http://www.jetir.org/papers/JETIRZ006043.pdf