Case Study on Human Behavior

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

Factors Inducing the Buying Behaviour

Normally, consumers' buying behavior is influenced by cultural, social, personal and psychological factors. Multifarious factors stimulating the buying behavior of consumers in Nagaland are presented in Table 3;

Table 3: Factors Inducing The Buying Behavior N = 300

Inducement Factor	Television	Rank	Refrigerator	Rank	Washing Machine	Rank	Four Wheeler	Rank	Furniture	Rank
Advertisement	66	II	76	II	94	I	58	I	58	II
Previous experience	110	I	90	I	78	II	40	III	86	I
Friends	24	V	24	V	24	V	36	V	20	V
Relatives	26	III	30	III	46	III	42	II	28	IV
Goodwill of the Manufacturer	24	V	18	VI	28	IV	38	IV	52	III
Reputation of the Retailer	12	VI	26	IV	8	VI	10	VII	10	VI
Retailers' Recommendation	2	VII	0	VII	0	VII	14	VI	0	VII

The analysis from Table 3 reveals that, based on ranking the influences, previous experience is the most inducing factor, especially while making brand preferences for purchase of television, refrigerator and furniture which ranks first comparatively. In the purchase of washing machines and four-wheelers, advertisement factor has the greatest influence among the buyers. Similarly, 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.