Psychological Factors Impacting the Consumer Buying Behaviour with Relation to Select Consumer Durables

Abstract

Objectives: The study aims to analyse the factors influencing buys, pre-purchase, purchasing and post purchasing by comparing electronic products and white goods and to analyse the consumer behaviour's behaviour and the objective of the study.   Methods: The study was carried out utilising a sample survey based on these aims. Data was collected from 428 consumers in Pune City, representing 100% urban population, collected data.  and discussed by using statistical analysis such as ANOVA.   Findings: There is a positive connection between's every one of the mental and social variables influencing consumer behaviour indicated by the positive sign of Karl Pearson’s coefficient of correlation.   Conclusions: The Chi-square test is applied to study the association of age group and level of influence of family on consumer buying behaviour. P-Value is 0.356 which is more than 0.05. hence, the alternative hypothesis is failed to be accepted. From the investigation, it is seen that there is no relationship between age gathering and level of impact of family on the purchase decision. As the younger generations tend to get more influenced by their friends and other social groups than the family members, which is also indicated by the output of the analysis conducted.