CONSUMER BUYING BEHAVIOUR OF DURABLE ...

CONSUMER BUYING BEHAVIOUR OF DURABLE PRODUCTS IN

PUDUCHERRY REGION (With a Special Reference to Lawspet, Puducherry).

Dr. R. Karuppusamy1 and K. Veerappan2

1 Associate Professor of Commerce & Research supervisor, Department of Commerce, Tagore

Government Arts & Science college, Puducherry, India, [email protected]

2 Ph.D. Research Scholar in Commerce, PG and Research Department of Commerce, Kanchi

Mamunivar Centre for PG Studies, Puducherry, India, Email Id: [email protected]

Abstract

The study of consumer buying behaviour is an attempt to Understand why, when, where,

how, how much and how often and how long consumer will use to dispose of and offering. The

consumer durable industry consists of durable products for domestic use such as Televisions,

Refrigerators, Washing machines and Air Conditioners. The main objective of the study is to

find the social demographic profile of the consumers intends to purchase durable products. To

study the brand preference of durable products, it covered the lawspet area, Puducherry. A

questionnaire was administered to obtain information for the consumers. The data collected for

this study were from 150 respondents. Convenience sampling technique was followed from

collecting response from the respondents. Percentage, and weighted average ranking techniques

was used for the analysis of data for this study. Based on the findings, few important suggestions

were offered for the benefit of marketers and consumers.

Key words: Consumer Durable Products, Demographic Variables, Brand Preference

1. Introduction

Consumer buying behavior is the study of how individual customers groups or

organization, select, buy, use, and dispose ideas, products, and services to satisfy their needs and

wants. Consumer durables involve the type of products purchased by the consumers that is

manufactured for long-term use. As opposed to many products that are intended for consume in

short time, consumer durables are intended to endure regular usage for several years or longer

before their replacement is required. Just about every customer contains at least a few items that

may be considered to be of consumer durable nature.

The consumer buying preferences are rapidly changing the durable market. Product

which was once considered luxury items have become availability because of the changing

lifestyle, and rising income levels, with growth in disposable incomes, the demand for high-end

Science, Technology and Development

Volume VIII Issue XII DECEMBER 2019

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products such as televisions, refrigerators, washing machines and air conditioners have increase

considerably. It is also facilitated by the easy availability of finance and prevalence of Nuclear

families.

2. Size of Consumer Durable Market

Rise in disposable income, easy access to credit and electrification are likely to accelerate

the demand in this sector. The sector has a huge untapped market for appliances like air

conditioners, washing machine and refrigerators. Air conditioners have a penetration of 4

percent in India, compared to global average of 30 percent. 100 percent FDI allowed in

electronic hardware manufacturing sector under the automatic route. National electronics policy

will also boost investment in the sector. The consumer durables sector in India has attracted

significant investments over the years.

3. Review of literature

Renugadevi, et al.1 (2016) Published a research paper on, “A Study on customer response

towards the selected consumer durables of MNC’s In Coimbatore city.” The main objective of

the study is to identify the demographic factors and factors influencing consumer’s brand

preference which influences the level of satisfaction of the respondents. They use simple

percentage and statistical tools like, average score analysis, ranking analysis were applied to

realize the objective of the study. The study reveals that in spite of a number of well established

Indian companies like Godrej, Videocon, Onida, BPL, etc., and people have gone for MNC’s

products for their quality, brand image, technology updating, etc.

Saravanakumar and Nithyadevi2 (2016) in their article, “A study on Consumer Behaviour of

Women in Durable Goods- with Special Reference to Pollachi Taluk”. Studied the

socioeconomic profile of the selected woman consumers and to examine the problem faced by

the women while purchasing. The sample of 50 were selected as respondents consumers in

pollachi taluck and the data were collected. Convenient sampling method was adopted in this

study. Simple percentage which is applied to find the behavior of women consumer and other

factors of the study. The study concludes that it is quite crucial to improve center product with

fee addition to enhance client satisfaction more in the similar fee range.

Subhadeep Chakrabotry3 (2016) in their study, “Brand Preference of Consumers towards

selected Consumer Durables A case study of Tinsukia Town, framed the objectives as to identify

the factors affecting brand preference of consumer durables in the study area. The consumer



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durables selected for the study are color television, ceiling fan, pressure cooker, refrigerator,

electric iron, and electric mixer keeping in view that those products are mostly used by the

consumer as durable products. The sample size of the study 371 households and the quota

sampling technique was used. Tools used for the Simple Percentage analysis and Chi Square

were used for the analysis of data. The marketers to find out the factors influencing the brand

preference of consumers for consumer durables and also to know the satisfaction level of

customers of consumer durables. The study concluded that the study was very important for

marketing view pointed consumer buying behaviour and consumers can avail quality in the

market.

Seema Johar4 (2015) in their study entitled, “To study the Consumer Decision Making Behavior

for Purchase of Durable Goods”. The study was undertaken in Loni town (Ghaziabad) in which

Females play a significant role in the domestic and socio-economic life in the society a total of

125 respondents residing in the Loni town formed as sample size for which convenience

sampling method was adopted to pick the sample respondents. Simple percentage analysis was

applied for analysis. Overall, it is argued study of consumer behavior is rapidly evolving as

research recognize and implement new techniques and perspective to understand the nature of

purchase and consumption behavior of female. The result of this studied was emphasized and

further supported the importance of perception of female consumers as an important element of

female purchase decision.

Purushothaman and Krishnamurthy5 (2015) in their study entitled, “A Study on consumer

buying behaviour (with special reference to home appliances in Vellore district). The main

objective of the study is to find out the most influencing source of information for the purchase

of home appliances. Simple random sampling method was applied to collect data from 250

sample respondents. The respondents are particularly Selected those who use microwave oven,

washing machine and refrigerators. Study is used only simple percentage technique. The result

of this study showed that scientific advancements and technological improvements make the

consumers keep abreast of the latest information about the availability of home appliances in the

market.

4. Research Gap

The review of earlier studies focus on the particular concept of durable products like consumer

response, behavior of women consumers towards durable goods, brand preferences etc. But the



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present study gives an exclusive focus on the durable products preferred by the respondents of

puducherry region. Televisions, Refrigerators, Washing Machines and Air-Conditioners are

selected as durable products which are used by the consumers residing in lawspet area,

Puducherry. Therefore, the researcher made a humble effort to study the consumer buying

behavior of durable products in particularly selected the four major products like television,

washing machine, refrigerator, air-conditioner puducherry region, to fill this research gap.

5. Statement of the Problem

In the 21st century marketing scenario there are more number of marketers who is

competing each other for marketing their products through various promotional strategies. The

study of consumer buying behaviour has been an indispensable one in the present day of

marketing since it is based on consumer satisfaction. An understanding of consumer buying

behaviour of durable products is an essential as it reflects the influence of brands, price, quality,

quantity, mode of purchase, etc. the success of the market or the failure depends on the purchase

behaviour of consumers. Consumers are taking the lead roles as of today than the yester years

while choosing their products by considering the factors of quality, price, service conditions

warranty and also the products long durability or life. This is due to the outcome of education,

employment, etc. present consumers are taking the lead in purchase decisions. Hence, the

present study is aims to investigates the buying behavior of consumers in respect of choosing the

right type of product and in the right time.

6. Scope of the Study

The study aims at focusing study on consumer buying behavior of durable products in

lawspet area, Puducherry. Researcher limits its scope to select consumer durable such as

Television, Refrigerator, Washing machine and Air-Conditioner. Hence, it is necessary to

concentrate on consumer’s pre-purchase and post-purchase buying behavioral activities. There

are many sides of consumer buying behavior that possibly need elaboration and however this

study concentrates on individual consumer buying behavior regarding the purchase of consumer

durable products already stated. This research study is exploratory in nature. Moreover, the area

of the study is confined to Lawspet area, Puducherry.



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7. Objectives of the Study

1. To study the socio-demographic profile of the consumers intend to purchase durable

products.

2. To study the brand preference made by the consumers of this region in respect of durable

products such as Television, Washing machine, Refrigerator and Air conditioner.

8. Methodology

8. 1. Sampling

This research study is of descriptive nature and has used the quantitative research method

and a convenience sampling method was adopted to collect data from the respondents residing

from the Lawspet area.

8. 2. Sample Size

A total of 150 respondents were selected for this study and questionnaires were

distributed to the respondents without considering whether the respondents are using durable

products or not. 30 questionnaires were found either incomplete or unable to collect. Therefore,

those questionnaires were rejected. Hence the sample size for the study is limits to 120

respondents.

8. 3. Source of Data

The data collected from primary and secondary sources. Primary data is collected by

using well structure questionnaire. The questionnaire was framed in such way that, to study the

profile of the respondents, study the brand preference of the consumer and buying behaviour. In

order to have adequate representation of respondents of all age between 18 years and above. The

researcher approached a select respondents and collected data in a sequential order. Secondary

data has been collected from previous dissertations, research papers, marketing journals,

consumer behavior journals, magazines, newspapers, text books and most prominent websites.

8. 4. Statistical Tools user for the Study

Simple Percentage analysis

Weighted Average Ranking Analysis.

Chi-square test



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9. Limitations of the Study

The range of consumer durable products available in the market is very large, but the

present study covers the product’s viz, Television, Refrigerator, Washing Machine and Air-

Conditioner only. The universe being large, the study is restricted to respondents residing in

Lawpet Area, Puducherry.

10. Profile of the Respondents

This study is based on findings of a survey of 120 respondents spread over the Lawspet

Area, Puducherry. The respondents are in the age group between 18 years and 50 years. Both

male and female consumers are selected by using convenience sampling method. The

respondents are mostly from middle class and upper middle class strata of the society. Further,

the respondents buying durable products of may have substantial degree of influence of many

factors such as advertisement consultation with friends and relatives visiting to websites etc.,

which influence their buying decision making process.

Table 1

Profile of the Respondents

Demographic

Profile Options

No. of

Respondents (in %)

Age

between 18 and 25 23 19.20

between 26 and 40 62 51.70

between 41 and 50 26 21.70

Above 9 7.50

Gender Male 74 61.70

Female 46 38.30

Education

qualification

Below 10th std 3 2.50

+2 level 22 18.30

Degree level 67 55.80

Above degree 28 23.30

Occupation

Private 86 71.70

Government 15 12.50

Semi government 9 7.50

Banks 8 6.70

Professional 2 1.70

Marital status Yes 80 66.70

No 40 33.30

Family size

2 members family 3 2.50

2-4 90 75.00

5-6 25 20.80



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Above 6 members 2 1.70

Type of family Nuclear family 99 82.50

Join family 21 17.50

Individual

Income

Below 10000 10 8.30

Between 10001 and 20000 32 26.70

Between 20001 and 30000 39 32.50

Between 30001 and 40000 27 22.50

Above 40000 12 10.00

From the above table, it is obvious to witness that majority 51.70 percent of the

respondents belongs to the age group between 26 and 40 years and 61.70 percent of the

respondents were male. Majority 55.80 percent of the respondents were degree graduate and

71.70 percent of the respondents were working in private organizations. Majority 66.70 percent

of the respondents were married and 75% of the respondents have a family size of 2-4 members.

Huge majority of respondents live as nuclear family. The family income relys between Rs.

20000 and Rs. 30000 which amounts around 33 percent. Only 10 percent of the respondents

earn above Rs. 40000.

Table 2

Do you have Television

Respondents (in %)

YES 100 100

NO - -

Table 2 shows that 100% of the respondents do have television sets in their homes.

Table 3

Television Brands

Television Brands

Brands Name Respondents (in %)

Samsung 19 15.80

LG 20 16.70

Sony 30 25.00

Toshiba 19 15.80

Panasonic 11 9.20

Mi 10 8.30

Vu 6 5.00

Others 5 4.20



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from the above table it is clear that 25.00 percent of the respondents to owe Sony

television, 16.70 percent of the respondents to LG Television have 15.80 percent of the

respondents to Samsung, 15.80% of the respondents have Toshiba, 9.20% of the respondents to

Panasonic 8.30% of the respondent use Mi 5% of the respondents to have Vu Television Brands.

Table 4

Do you have Washing Machine

Respondents (in %)

YES 113 94.20

NO 7 5.80

It is interweaved to were from the above table that huge majority of the responds replied

that have use the washing machines in their homes (95 percent)

Table 5

Washing Machine Brands

Washing Machine Brands


LG 10 8.80

Haier 14 12.40

Samsung 7 6.20

Godrej 9 8.00

Panasonic 7 6.20

IFB 20 17.70

Whirlpool 30 26.50

Siemens 10 8.80

Others 6 5.30

15.80% 16.70%

25.00%

15.80%

9.20% 8.30%5.00% 4.20%

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

Samsung LG Sony Toshiba Panasonic Mi Vu Others

Brands of Television



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from the table 5, it is observed that, Whirlpool and IFB washing machines are most

famous brands and around 45 percent of the respondents used those brands followed by Haier

Siemens and LG controble around 20 percent of the market. Near of the washing machines Viz

Samsung, Godrej and Panasonic etc. forms very merge percentage.

Table 6

Do you have Refrigerator

Table 6, shows that good majority (96.70 percent) of the respondents have refrigerator in

their residence. Only 3.30 percent of the respondents do not have refrigerators.

Table 7

Refrigerator Brands

Refrigerator

Brands


Bosch 14 12.10

Godrej 10 8.60

Samsung 18 15.50

LG 30 25.90

Haier 8 6.90

Panasonic 8 6.90

Videocon 9 7.80

Whirlpool 15 12.90

Others 4 3.40

8.80%

12.40%

6.20%8.00%

6.20%

17.70%

26.50%

8.80%

5.30%

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

LG Haier Samsung Godrej Panasonic IFB Whirlpool Siemens Others

Brands of Washing Machine

Respondents (in %)

YES 116 96.70

NO 4 3.30



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The above table 7 shows that, LG brand is the one which is used by the majority among

the respondents 25.90 percent followed by Samsung, whirlpool and Bosch. Near of the products

Viz, Godrej, Videocon, Haier, Panasonic are very negligible in percentage.

Table 8

Do you have Air-Conditioner

Respondents (in %)

YES 107 89.20

NO 13 10.80

Table 8, It shows that 89.20 percent of the respondents have Air-Conditioner in this

homes. It is important to note that, Pondicherry is one of the hotter cities in India during

summer, hence the people are formed to install for A/C machines in their homes for the better

management of summer season. 10.80 percent of the respondents do not have Air-Conditioner.

Table 9

Air-Conditioner Brands

Air-Conditioner

Brands


Voltas 20 18.70

Samsung 7 6.50

Hitachi 12 11.20

Daikin 15 14.00

Blue Star 9 8.40

LG 12 11.20

O General 8 7.50

Carrier 10 9.30

Ken Star 7 6.50

Others 3 2.80

12.10%8.60%

15.50%

25.90%

6.90% 6.90% 7.80%

12.90%

3.40%0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

Brands Refrigerator



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The above table 9 shows that consumers prefer different brands air conditioning

machines according to their whines and farcies out of the total respondents around 20 percent of

then use voltas Air-conditioner machines followed by Daikin, Hitachi and LG etc., around 15

percent of the total respondents do not use Air-conditioner machines

Table 10

Ranking on product preferences

Factors Ranked by Respondents

S.No Variables 1 2 3 4 5 6 7 8 9 10 Wgt* Wgt%** Rank

1 Price 40 20 12 10 8 8 7 5 6 4 427 8.71 5

2 Quality 70 10 15 5 5 6 4 2 2 1 290 5.91 1

3 Brand 35 25 15 5 18 12 4 2 2 2 394 8.04 4

4 Colour &

Esthetics

15 10 9 8 9 7 10 10 20 22 651 13.29 7

5 Shape/Size 25 10 5 10 9 10 9 8 10 24 662 13.51 8

6 Design 28 28 10 15 10 9 8 5 4 3 440 8.98 6

7 After sales

service / post

purchase

service

20 13 8 10 7 10 8 9 15 20 668 13.63 9

8 Guarantee /

Warranty

offered

61 10 12 9 8 6 4 5 3 2 344 7.02 3

9 Technical

Features

56 15 15 10 8 6 4 2 1 1 310 6.32 2

10 Offers and

Discounts

15

10

10 9 8 12 8 10 15 23 714 14.57 10

Total 4900 100%

18.70%

6.50%

11.20%14.00%

8.40%11.20%

7.50%9.30%

6.50%

2.80%0.00%

5.00%

10.00%

15.00%

20.00%Brands of Air-Conditioner



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% - Weightage Percentage

Ranks one are calculated by using weightage method where lowest percent weightage is

considered as highest rank and vice versa.

weightage for desire of brand switching =

(40x1)+(20x2)+(12x3)+(10x4)+(8x5)+(8x6)+(7x7)+(5x8)+(6x9)+(10x4) =427

Weightage Percentage for desire of brand switching = (Total of desire of brand switching Wgt ÷

Grand Total of Wgt) x100 = (427÷4900) x100 = 8.71 %

The above table 10, shows that the ranking on predict preferences. Factors like price, quality,

brand, colour and esthieics size, design, after sale service, warranty, technical features and offers

and discounts were identified and the questions were put forth to the respondents. After a careful

analysis of the factors, the respondents opined that “quality”, Technical features and

warranty/guarantee are the most important factors and they have ranked for 1st three ranks.

Offers and discounts, though it attracts the consumers at large, the respondents gave the last rank.

11. Hypotheses

Hypothesis is a tentative statement about the relationship between two or more variables.

It is a specific testable prediction about what the researcher input to happen between variables in

the research. The following are the null hypothesis framed for testing the relationship between

the variables.

H01: There is no significant association between the respondents age and preference of

Television brands.

H02: there is no significant association between the respondents education qualification and

preference of Television brands.

H03: There is no significant association between the respondents individual income and

preference of Television brands.

H04: There is no significant association between the respondents age and preference of Washing

machine brands.

H05: There is no significant association between the respondents education qualification and

preference of Washing machine brands.


preference of Washing machine brands.



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H07: There is no significant association between the respondents age and preference of

Refrigerator brands.


preference of Refrigerator brands.


preference of Refrigerator brands.

H010: There is no significant association between the respondents age and preference of Air-

conditioner brands.


preference of Air-conditioner brands.


preference of Air-conditioner brands.

H013: There is no significant association between the respondents age and avail financial option.


avail financial option.

H015: There is no significant association between the respondents individual income and avail

financial option.

Table 11

Chi-square test value

Sl

No

Variables p value df Chi-

square

value

Null

Hypothesis

1 Age and Television brands 0.001** 18 48.139 Rejected

2 Education qualification and Television

brands

0.019* 18 24.852 Rejected

3 Individual Income and Television brands 0.083 24 34.082 Accepted

4 Age and Washing machine brands 0.001** 24 57.018 Rejected

5 Education qualification and Washing

machine brands .414 24 24.852 Accepted

6 Individual income and Washing machine 0.001** 32 76.027 Rejected

7 Age and Refrigerator brands 0.316 24 26.751 Accepted

8 Education qualification and Refrigerator

brands 0.001** 24 66.770 Rejected

9 Individual Income and Refrigerator brands 0.060 32 45.310 Accepted

10 Age and Air-conditioner brands 0.001** 27 81.726 Rejected

11 Education qualification and Air-conditioner

brands 0.177 27 33.619 Accepted



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12 Individual Income and air-conditioner

brands 0.008** 36 59.708 Rejected

13 Age and avail financial options 0.001** 12 20.035 Rejected

14 Education qualification and Avail financial

options 0.066 12 20.035 Accepted

15 Individual Income and Avail financial

options 0.006** 16 33.607 Rejected

Note: ** 1% Highly significant level and *5% significant level

The above table obviously shows the association between the age, education qualification

and individual income of respondents and preference for Television, Washing machine,

Refrigerator Air-conditioner brands and avail finance options. From the table, there are ten

hypotheses testing is observed that the Pearson chi-square is 0.001(<0.05) has been achieved.

From this, since the calculated value is less than the critical value ate 5% level of significance,

the null hypothesis is rejected. It means that there is no significant association between the

respondents’ age, education qualification, individual income and preference of Television,

Washing machine, Refrigerator Air-conditioner brands and avail financial options.

12. Findings of the study

Majority of the respondents (51.70 percent) are belonging to the age group between 26

and 40 years.

Majority of the respondents (61.70 percent) are male.

Majority of the respondents (55.80 percent) have degree level qualification.

71.70% percent of the respondents working in a private organizations

Majority respondents family size contain two to fore members (75 percent)

Huge majority of the respondents 82.50 percent live as nuclear family.

32.50 percent of the respondents’ monthly income is between Rs. 21000 and Rs. 30000.

It was found that all the respondents have television in their home.

Maximum respondents (27.50 percent) use Sony television brand.

95 percent of respondents use washing machine in their homes. Out of which whirlpool

and IFB are the most popular brands among the respondents.

96.70 percent respondent use refrigerators.

LG, Samsung and Bosch refrigerators are the most preferred brands among the

respondents. In case of refrigerators the see more was quality and less price.

Only 89.20 percent of respondents use air-conditioners in their residence.



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Voltas air-conditioner is the most popular amongst all brands.

As for as brand preference is concerned the factors were identified and it was put forth

with the sample respondents for ranking of factors. The result shows that “quality”,

Technical features and warranty and guarantee occupied the first three ranks. After sale

service and offers and discounts occupy the least two ranks.

13. Suggestions of the Study

Credit to all sections of customers facilities and various types of offers should be

publicized though mass advertising campaign must be launched. So that this essential

products may be arrived by the people at large.

Credit producers should be simplified.

Consumers prefer high valued consumer durable goods of well established brands. The

marketers and manufacturers of the consumer durable goods must try to convert the

brand consciousness into brand loyalty for their well established products.

Special schemes can be offered to attract more consumers.

The consumers are readily to replace the existing durable products and expect the

products which having more technical features. Hence, the manufacturers need to

concentrate on it.

Demonstration of product and its functions should alone be impress the consumers.

Hence product demonstration and display of each and every product should be alone at

evening showroom.

14. Conclusion of the study

The buying behaviour of respondents reveals that while purchasing the televisions,

washing machines, refrigerators and air-conditioners they are very much conscious in relatives to

brands. In maximum cases, the final decision to purchase the product lies on the consumer

responses. The study also reveals that the majority of the respondents express their satisfaction

on the durable brand preference of the televisions, washing machines, refrigerators and air-

conditioners used by them. It is further observed from the analysis that there is a no significant

association between factors affecting buying behaviour of consumers and their preference of

durable brands. The study also examines the consumer behaviour role while considering durable

products such as televisions, washing machines, refrigerators, air-conditioners. The analysis of

the study presents a constructive feedback that most of the customers buy durable products of



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popular brands from the market. Further, this analysis bring out fact that offers and discounts are

not that much indulge the consumers to buy the durable commodities.

REFRENCE

1. Renugadevi.M, Ramya.M, Ramya.S, Sangeetha.R, 2016 “A Study on customer response

towards the selected Consumer Durables of Mnc’s In Coimbatore City” International

Journal of Multidisciplinary Research and Development, Vol.3, Issue 5, pp.126-130.

2. Saravanakumar.S, and Nithyadevi.M, 2016 “A Study on Consumer Behaviour of Women

in Durable Goods” International Journal of Multidisciplinary Research and Modern

Education, Vol. II, Issue I, pp.108-111.

3. Subhadeep Chakraborty, 2016 “Brand Preference of Consumers towards Selected

Consumer Durables: A case Study of Tinsukia Town” International Journal on Customer

Relations, Vol. 4, Issue 2, pp. 11-18.

4. Seema Johar, 2015 “To Study the Consumer Decision Making Behaviour to Purchase of

Durable Goods” International Journal of Applied and Pure Science and Agriculture, Vol.

01, Issue 12, pp. 85-92.

5. Purushothaman.G, Krishnamurthy.K, 2015 “A study on consumer Buying Behaviour

(with special reference to Home Appliances in Vellore District, Journal of sales and

Marketing Management, Vol. 1, Issue 1, pp. 19-24.

6. R.S.N. Pillai bagavathi 2013 Marketing management by Nirja publisher & printers

pvt.Ltd, ISBN: 81-219-3244-0

7. Leon G. Schiffman and Leslie Lazar Kanuk 2004 Consumer behavior Published by

Pearson education (Singapore) Pte. Ltd., ISBN: 81-297-0197-9.

8. lhttp://www.ukessays.com/essays/marketing/analysis-of-impulse-buying-marketing-

essay.php#ixzz35NiXcG4K

9. https://www.indianretailer.com/news/Nielsen-survey-on-consumer-buying-behaviour-4260/

10. https://www.ibef.org/industry/information-technology-india.aspx



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http://www.ukessays.com/essays/marketing/analysis-of-impulse-buying-marketing-essay.php#ixzz35NiXcG4K

http://www.ukessays.com/essays/marketing/analysis-of-impulse-buying-marketing-essay.php#ixzz35NiXcG4K

https://www.indianretailer.com/news/Nielsen-survey-on-consumer-buying-behaviour-4260/

https://www.ibef.org/industry/information-technology-india.aspx

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