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Consumer Buying Behavior Towards Washing Machine: An Empirical Study

Author: 
Sunita Rath and Dr. Debi Prasad Mishra
Subject Area: 
Social Sciences and Humanities
Abstract: 

The objective of the study is to examine the internal and external factors influencing the consumer buying behavior in the washing machine segment of FMCD sector. This study covered the area of Cuttack and Bhubaneswar selecting about 200 respondents from different retail malls/retail outlets of the electronic products. All the respondents replied to the questionnaire given to them completely. The questionnaire consists of two parts:the first part deals with the personal data of the respondents and the second part had questions regarding the selected variables affecting the buying behavior of the respondents. The data so collected had been analyzed by using SPSS software package. The descriptive statistics and the chi-square test were applied to examine the significant relationship between the satisfaction level and the demographic factors. The result shows that the demographic factors do not have significant impact on the satisfaction level of the consumers.

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