A Study of the Factors Impacting the Buying Decision Process Vis-a-Vis Specified Consumer Durables in NOIDA

This study seeks to determine the factors impacting shopper decision making in three stages of the Buying Decision Process – Introduction, Influencing and Decision Making in respect of certain consumer durables. The results of the study indicate that while Advertising plays a predominant role during the introduction stage, in introducing the brand to the consumer, family members play the most important role in stages, influencing the choice of the brand pre-store and in the decision making as regards the brand choice. The study also shows that for home appliances, the spouse is the pre-dominating influencing element whereas children are the dominating factor in the family as regards electronic goods. Further study is advised especially to consider factors impacting choice of shopping formats, specific stores, and whether income plays a determining role in the decision making as regards the same