Caution Notice

Volume 1, Issue 2

Home / Journal / Browse Issues / Journal Of General Management Research /
Volume 1, Issue 2

A Study of the Factors Impacting the Buying Decision Process vis-à-vis Specified Consumer Durables in NOIDA


Shrirang Altekar and Anil Keskar

  1. Symbiosis International University, Pune
  2. Department of Management Studies, D.Y. Patil Vidyapeeth, Pune

This study seeks to determine the factors impacting shopper decision making in three stages of the Buying Decision Process – Introduction, Influencing and Decision Making in respect of certain consumer durables. The results of the study indicate that while Advertising plays a predominant role during the introduction stage, in introducing the brand to the consumer, family members play the most important role in stages, influencing the choice of the brand pre-store and in the decision making as regards the brand choice. The study also shows that for home appliances, the spouse is the pre-dominating influencing element whereas children are the dominating factor in the family as regards electronic goods. Further study is advised especially to consider factors impacting choice of shopping formats, specific stores, and whether income plays a determining role in the decision making as regards the same.


Buying Decision Process, Roles in the Purchase Decision, Brand Choice, Home Appliances, Electronic Goods.

  1. Ahmed, N. (2001), Two-wheeler Purchase Preference, Indian Management, Vol. 44 (10), pp. 63–65.
  2. Clarke, P. (2007), A Measure for Christmas Spirit, Journal of Consumer Marketing, Vol. 24(1), pp. 8–17.
  3. Downham, J.S. and Treasure, J.A.P. (1956), Market Research and Consumer Durables, The Incorporated Statistician, Vol. 7(3), pp. 108–17.
  4. FICCI Research Division, FICCI Consumer Durable Goods Survey (2005), http://www.ficci. com/surveys/consumerdurable.pdf [accessed on December 14, 2008].
  5. Hu, T-W., Li, M. and Wei, S. (1989), Household Durable Goods Ownership in Tianjin, China, The China Quarterly (December), pp. 787–99.
  6. Kim, J-O., Forsythe, S., Gu, Q. and Moon, S.J. (2002), Cross-cultural Consumer Values, Needs and Purchase Behavior, Journal of Consumer Marketing, Vol. 19(6), pp. 481–502.
  7. MART (2005), How Well Do We Know Rural India? [accessed on July 12, 2007].
  8. McKinsey (2007), India Consumer (Full Report),
  9. MGI-india-consumer-full-report [accessed on July 15, 2007].
  10. Newman, J.W. and Staelin, R. (1970), Why Differences in Buying Time? A Multivariate Approach, Bureau of Business Research, Graduate School of Business Administration, University of Michigan (October, 2007).
  11. Newman, J.W. and Staelin, R. (1971), Multivariate Analysis of Differences in Buyer Decision Time, Journal of Marketing Research, Vol. 8(2), pp. 192–98.
  12. Newman, J.W. and Staelin, R. (1972), Prepurchase Information Seeking for New Cars and Major Household Appliances, Journal of Marketing Research, Vol. 9(3), pp. 249–57.
  13. Rahman, Z. and Bhattacharyya, S.K. (2003a), First Mover Advantages in Emerging Economies: A Discussion, Management Decision, Vol. 41(2), pp. 141–47.
  14. Alan D.J. Cooke, Tom Meyvis and Alan Schwartz (2000), Avoiding Future Regret in Purchase Timing Decisions, Journal of Consumer Research, March, Vol. 27.
  15. Alwitt, Linda F. and Prabhakar, Paul R. (1992), Functional and Belief Dimensions of Attitudes to Television Advertising – Implications for Copy Testing, Journal of Advertising Research, Vol. 32(5), pp. 30–42.
  16. Arora Renu (1995), Consumerism in India and Abroad: A Perspective, Indian Journal of Marketing, Vol. 24, pp. 22–25.
  17. Bayus, Barry L., The Consumer Durable Replacement Buyer, Journal of Marketing, 90, Vol. 55(1), 42–51.
  18. Bhawaniprasad, G.V. and Kumari, S.C. (1987), Impact of Advertising on Consumer Durables Markets: A Study of Refrigerator Consumer. Indian Journal of Marketing, Vol. 18(1), pp. 21–30.