A Study of Decision Making Process among Rural and Urban Consumers with Respect to Purchase of Consumer Durables
Keywords:
Decision Making, Durables, Demographic Profile, Urban, RuralAbstract
The starting point for understanding the buyer is the stimulus response model according to which the marketing and environmental stimuli enter the buyer’s consciousness. The characteristics and decision making of the buyer lead to certain purchase decisions. The marketer’s task is to understand what happens in the buyer’s mind between the arrival of outside stimuli and the influences on the buyer and developing an understanding as to how consumers actually move their buying decision. In the present study the decision making process of the rural and the urban consumers were studied with respect to the purchase of consumer durables. The study was conducted in two strata, one in Chandigarh city, Panchkula, Manimajra and other in nearby villages Nada, Birgagar, Rehna, Vashudevpura. Convenience sampling was used to select a sample of 100 consumers, 50 households each from rural and urban areas.
References
Allen, M. W. Gupta, R and Monnier, A. (2008). The interactive effect of cultural symbols and human values on taste evaluation. Journal of Consumer Research 35: 294-308.
Bucklin,R.E and Gupta, S (1992). Brand choice, purchase incidence and segmentation. An integrated modelling approach. Journal of Marketing Research 29: 202-15.
Childers, T.L and Rao, A.R. (1992). The influence of familial and peer based reference groups on consumer decisions. Journal of Consumer Research 19: 198-211.
CRIS INFAC (2006). Color Television Annual Review www.crisinfac.com
Dass, N. K and Reddy A (1976). Brand Preference and use by consumers of goods. Journal of Marketing Research 11: 119-27.
Dhillon, M.K, Miglani, S. S and Singh, M. K.B (1995). Preference of place and factors associated with purchase of food items and durable goods by rural and urban consumers. Journal of Research 32: 112-20.
Dogra, B and Ghuman, K. (2008). Rural Marketing Pp: 200-09 Tata McGraw Hill Publishing Company, New Delhi.
Gardial, S.F. Clemons, D.S. Woodruff R B, Schumann D W and Burns M J (1994) Comparing consumers recall and pre-purchase and post-purchase product evaluation. Journal of Consumer Research 20: 549-60.
Grewal, D. (1995). Product quality expectations: Towards an understanding of their antecedents and consequences. http://www.springerlink.com/content/l2h00784w4303t04/.
Grewal, R. Mehta, R. and Kardes, F. R. (2004). The timing of repeat purchases of Consumer Durable goods: The role of functional basis of consumer attitudes. Journal of Marketing Research 41: 101-15.
Hoyer, W. D and Brown, S. P. (1990). Effects of brand awareness on choice for a common repeat purchase product. Journal of Consumer Research 17: 141-45.
Ittersum, K.V. (2001). The role of region of origin in consumer decision-making and choice. http://library.wur.nl/WebQuery/wurpubs/110801.
Januszweska ,R. and Viaene, J. (2005). Food purchase behavior of different consumer groups in Belgium. International Journal of Food and Agribusiness Marketing 17: 213-27.
Johnson , M. D. Anderson, E. W. and Fornell, C. (1995). Rational and adaptive performance expectations in consumer satisfaction framework. Journal of Consumer Research 21: 695-707.
Kotler, P. Keller, K. L. Koshy, A and Jha, M. (2008). Marketing Management Pp: 179-81 Dorling Kindersley India Private Limited.
Krishna,A. (1994). The effect of deal knowledge on consumer purchase behavior. Journal of Marketing Research 21: 76-91.
Malhotra, N. K. (1986). An approach to the measurement of consumer preferences using limited information. Journal of Marketing Research 23: 33-40.
Park, C. W. Mothersbaugh, D. L and Feik, L (1994). Consumer knowledge assessment. Journal of Consumer Research 21: 44-52.
Parmar, J. S. (1988). Consumer preferences for scooters. M.B.A. Research Project G.N.D.U., Amritsar, India
Punj, G. N and Staelin, R (1983). A model of consumer information search behavior for new Automobiles. Journal of Consumer Research 9: 366-80.
Rao, A. R and Monroe, K. B (1989). The Effect of Price, Brand Name, and Store Name on Buyers' Perceptions of Product Quality: An Integrative Review. Journal of Marketing Research 16: 351-57.
Schiffman, L. G and Kanuk, L. L (2007). Consumer Behavior. Pp: 128-30 Prentice Hall of India Private Limited, New Delhi
