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JIMS8M: The Journal of Indian Management & Strategy
Year : 2011, Volume : 16, Issue : 4
First page : ( 19) Last page : ( 31)
Print ISSN : 0973-9335. Online ISSN : 0973-9343.

Buying behaviour of with respect to durable products – a case study of personal computers

Singh I. B., Director

Delhi Institute of Advanced Studies, Rohini, Delhi, India.

Online published on 30 January, 2012.


The demand for personal computers in household market in India has grown enormously. The behavior of a consumer is influenced by social, psychological and personal factors. The objectives of the study are to examine how consumer behaves towards purchase of personal computer, to identify, who in a family and friends influences and who makes a decision regarding purchase of personal computer and to examine the influence of social, economic and personal factors affecting decision making process of consumer. In this research study, the researcher envisaged representative samples ‘ descriptive type ‘ with field study and partly casual in nature. The results show that Marketers/Advertisers dealing with personal computers with different features should focus their attention on all income groups, depending on the customers needs and price level to increase their market share in respective income groups. All efforts to be made to maintain brand loyalty for preferred brand by appointing more dealers.


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