Consumer Behaviour on Consumer Durables (A Case of Mat Industry)

Consumer behaviour is the study that explains and predicts how consumers buy. Consumers are unique and their behaviour is different. Consumer behaviour commonly passes through three distinct stages namely, pre-purchase, purchase and post purchase behaviour. Out of these three important stages, pre-purchase behaviour is very crucial to frame effective marketing strategies for both rural as well as urban markets. Hence, the study entitled "consumer behaviour on consumer durable: a case of mat industry" has done with the broad objective to assess the pre-purchase behaviour of rural consumers and to identify the factors influencing their purchase decisions. There is a good number of text books and studies available in the subject of consumer behaviour in Indian context but the literature exclusively meant on consumer behaviour on consumer durable, especially in the context of mat industry is very limited. The study tries to minimize this gap to some extent. It focuses on the consumer behaviour towards consumer durable with special reference to the product mat and lays stress on the pre-purchase behaviour of rural consumer.