BUS602: Marketing Management

Consumer decision making varies with the type of buying decision. Comparatively, complex and expensive purchases, like durable procurements, are likely to involve more buyer deliberations and more participants. The degree of differences and preferences among brands is highly determined by the degree of buyers’ involvement in decision making. Varied factors induce the consumers invariably to make brand preferences among the durables such as advertisement, previous experience, retailers' recommendation etc. Hence, a study on the consumer buying behavior, especially of durables, becomes very essential. Such attempts do throw more light on how the consumers select, buy, use and dispose of goods, services, ideas, or experiences to satisfy their needs and desires. In turn, the investigations will provide clues for the firms to develop new products, product features, prices, channels, messages and other marketing mix elements. As inferred from the current study, launching of more reliable outlets for the durables in the State of Nagaland will ensure comfort and convenience for making such purchases by ensuring brand preferences. Identification of the most and least inducement factors has, thus, become worthy for consideration by the marketers for designing an appropriate marketing mix to entail optimal consumer satisfaction in the State. These dynamic marketing endeavors will certainly lead a firm to comprehend the consumer buying behavior of durables better. Identifying the reasons for purchase of durables, inducement factors for brand preferences, sources of their purchase etc., do provide clues constantly to the marketers for formulating apt strategies to augment their profit margin by satisfying the consumers with the best marketing mix concurrently and recurrently.