Description

The buyers’ decision to by a particular product is influenced by a number of factors like the use, economy, comfort, appearance, design, performance, size, shape, after-sale-service, durability and so on. There are various types of buyers’ motives but for the purpose of the proposed study only five types of motives namely selective, rational, emotional, conscious, and unconscious have been taken into account for the purpose of testing our hypothesis. The proposed study has been confined to only consumer durable products. Only four products have been selected for the purpose of study. They are- Mobile Phone, Personal Computers, Cars, and Air-conditioner. The rationale behind selecting these products is that the given products in Indian society are considered as symbol of status and they satisfy ego of the people.