A Study on buying Behaviour of Rural Consumer...

A Study on buying Behaviour of Rural Consumers Towards Selected Lghome Appliances in Erode District

Author Name : Dr. N. Krishnamoorthy, MS. C. Kalamani

ABSTRACT

This study analyses the buying behavior of rural consumers with reference to LG home appliances. buying behavior is nothing but the decision processes and acts of people involved in buying and using products. This study is an attempt to know analyze the buying behavior of rural consumers with reference to LG home appliances. Understanding the consumer attitude is an important part of the marketing process to realize the challenges faced by marketers in comprehending the consumer’s mind. Marketing stars with the needs of the customer and ends with his satisfaction. When everything revolves round the customer, then the study of consumer behavior becomes a necessity. It starts with the buying of goods can be bought individually, or in groups. Goods can be bought under stress (to satisfy an immediate need), for comfort and luxury in small quantities or in bulk. Consumer buying behavior has become an integral part of strategic market planning. Generally goods can be classified in to durable and nondurable goods. Home appliances play a major role in the domestic life of the modern man. It has always had a significant place in the life of man ever since the Stone Age when man began to use tools. This paper highlights that, buying habits of the consumers, their income level, awareness regarding product, their satisfaction with their product etc. From this study LG brand has good image in the market. The quality and durability were satisfied to the existing consumers.

Keywords: Consumer Behavior – Home appliances - LG