Case Study on Human Behavior

This case study reviews the consumer buying factors of durable goods from a respondent sample in Nagaland, India.

The chief objectives of the study are:

to analyze the consumer buying behavior of the selected durable goods in Nagaland
to examine the factors inducing the buying behavior, especially in brand preferences, of the consumers, and
to suggest appropriate measures to the marketers for designing the right marketing mix to match the tastes and preferences of the consumers in the State.