Case Study on Human Behavior
Findings of the Study
The key findings emerged out of the present study are;
- Necessity tops the list of reasons, as responded by
75.33% of the sample respondents, for purchase of
the selected durables.
- Comfort and convenience becomes the second
most important cause for making such purchases,
revealing 42.66%, followed by social status
(33.33%), time saving (32%), maintenance of
autonomy (28%), increasing assets (26.66%),
gaining knowledge (25.33%) and avoiding
unnecessary expenditure (25.33%).
- Personal savings are the prime sources for
purchase of all the selected durables.
- Highest percentage of respondents responded
positively against the source, 'personal savings' for
their purchases of the durables i.e. 96% for buying
Television, 88.66% for buying Furniture, 88% for
buying both the Refrigerator and Washing Machine
and 75.33% for buying Four-Wheeler.
- About 48% respondents have consented that they have purchased Four-wheelers on installment basis whereas the source of ‘borrowed money' appears to be mute in making such purchases.
- Previous experience is the most inducing factor,
especially while making brand preferences for
purchase of television, refrigerator and furniture
which ranks first comparatively.
- In purchase of Washing machine and Four-wheeler,
advertisement factor has the greatest influence
among the buyers.
- The retailers' recommendation in purchase of
television, refrigerator, washing machine, and
furniture is the least stimulating factor; rather it does
not induce the buyers at all while making brand
preferences in such purchases.