chapter vi purchasing and post purchasing consumer...

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Chapter VI

PURCHASING AND POST PURCHASING CONSUMER BEHAVIOUR TOWARDS

CONSUMER DURABLE GOODS IN GUNTUR DISTRICT.

Once a consumer decides what brand he will purchase, he stars purchasing activities.

After purchasing he consumes the product. Then he may be either satisfied or dissatisfied.

According to his nature of satisfaction he reacts. Authorities in Marketing developed theories

on these issues have studied purchase behaviour of rural and urban consumers. Here an

attempt has been made to present briefly the concepts developed on consumer behaviour.

Then a humble attempt has been made to enquire how far these concepts hold well in case of

rural and urban consumers of Guntur district. For this purpose a few questions are asked to

the selected consumers and their responses have been tabulated and analyzed in the last

section on empirical findings on purchasing behaviour of rural and urban consumers in

Guntur district, Andhra Pradesh.

6.1: Concepts on Rural and Urban Consumer Purchase behaviour.

Authorities in marketing have analyzed consumers purchasing behaviour in detail.

Here these concepts are discussed in brief. Purchasing activities involve first deciding on

family member who will shoulder the responsibility of buying. Then raises the question of

selecting markets and shops where from intended goods will be purchased. In selecting

shops a consumer considers various factors like cleanliness and location of the shop,

behavioral patterns of the sales persons, prices charged, quality of good served and similar

issues. Once these issues are settled he begins purchasing within the store. At the time of

actual purchase he faces the problems on terms of transitions like purchasing in cash or on

credit, offers of free gifts, bonus, and discount-sales. How he behaves in such circumstances

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need an enquiry. A consumer sometimes may also purchase out-side of the stores. At that

time he may sometimes be guided by his impulses while purchasing. After purchase he

begins consumptions. But on consumption he may be either satisfied or dissatisfied. His

reactions take shape in the form of repeat purchase, speaking good words about the brand or

speaking ill of the same and lodging complaint to the seller. Even if he is satisfied with his

durables he may desire to dispose the same as they become obsolete, or his life style

changes, or for other reasons.

6.2: Family members shouldering the responsibilities of shopping

Usually head of the family shoulders the responsibilities of shopping. He is the

decider. But in developed countries most of the shoppers are females, this situation is may be

due to busy with other works or responsibilities. Hence this responsibility is allocated among

the family members according to the importance of the goods to be purchased. For instance,

the head of the family may himself purchase durables and semi-durables, while younger

member may be engaged in collecting easily perishable goods like fish, vegetables, milk and

grocery goods.

6.3: Motives of shopping

Whenever one acts, there must be some motive behind it. A buyer has a motive for

buying, while he goes regularly for shopping, other habits also associated with shopping. But

when one goes regularly for shopping, one develops a habit of going to shops and develops

other habits associated with shopping. It is true especially for developed countries like USA

and U.K. In these countries consumers visit shops with various motives like meeting friends

and acquaintances, getting rescue from monotony of daily life, enjoying the pleasure of

bargaining, making oneself acquainted with the latest development in consumable goods. In

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turn, motives of the shopping have shown influence by the nature of goods to be purchased,

and this nature is an important factor in deciding the market places to be visited and the

shops to be selected.

6.4: Selection of stores

Consumers are influenced by various factors when they select a store. While

selecting a store they consider location of the stores and its design. That apart,

advertisements of various kinds also help marketers in drawing customers‟ attention.

Consumers also take into consideration store supplies, the ease of shopping process,

cleanliness of the store, behaviour of the store-personnel and purchase satisfaction.

6.5: Differential aspects of rural consumer buying behaviour.

Rural Markets for a long time in our country have been considered as an enigma and

a land of untapped opportunities, where the customer is considered more of a stripped down

version of his urban counterpart purely from the context of buying capacity and price

conscious psyche. The initial roadblocks to enter rural markets are largely logistical issues

of which, chiefly the diverse geographical patterns, made it difficult for the discerning

marketer to reach most of the markets. However, some marketers have made inroads in these

markets. The marketers‟ understanding of the rural market seems to be gradually getting

evolved but more importantly they are unlearning from the past for newer learning of the

future and unfolding realities of rural India.

While rural market appears in demographic terms to be huge, only a few

marketers have succeeded here and one of the few success stories that stand out are like that

of Hindustan Lever Limited (HLL) who spent decades in understanding the dynamics of the

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market. Project Streamline and Operation Bharat are a few programs run by HLL with the

sole objective of penetrating rural markets. Project streamline focused on extending

distribution, and Project Bharat‟s influence was restricted to raising penetration and

awareness levels.

Many marketers have highlighted three major problems in the context of venturing

into the rural market, namely:

(i) Physical Distribution

(ii) Channel Management

(iii) Promotion and Marketing

However, one issue, which seems to have been overshadowed in the process and which

may be a critical success factor is our understanding of the rural consumer and differences

from his urban counterparts. Unlike the urban markets where they seem to have identified

segments and sub – segments, rural markets have been considered fairly homogeneous.

Rural consumers in India exhibit a great diversity in their tastes and preferences. The

economic background, cultural upbringing, regional growth in infrastructure and amenities

will be imperative in helping developing and decide buying preferences.

Through this unit they will be able to understand the buyer behavior process

and how the rural consumer‟s buyer behavior process functions in a given environment, with

his urban counterpart. The later part of the unit will also explore the major influences on

buyer behavior and role of reference group in the context of the rural markets.

6.6: Purchase decision

The final is a deliberation, which usually, in the rural and urban context, rural people

takes longer time for spending in information search of alternatives. Due to resource

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constraint or lack of exposure or personal orientation, rural customers spend considerably

lesser time of the buyer behavior process. On the contrary, his urban counterpart spends

lesser time on the final purchase and more in behavior process, the reasons for which are

higher exposure levels, and availability of alternatives as well as large amounts of

information.

The factors, which influence the final choice, are

Attitude of other

Unanticipated situational factors

Perceived Risk

The issue of attitude of others in addition to that of friends and relatives who may be existing

owners of the products in questions, refers in this case also to the retailer or the dealer. In

some cases the final choice is made on the advice given at the channel level. Alternatively,

in some cases it is the complementarily in the product that makes final purchase decision far

easier. A person in the village buying the Eveready Jeevan Saathi brass torch, will rely on

the batteries of the same company.

6.7: Post purchase behaviour

Post Purchase behaviour refers to that behaviour exhibited after the purchase

decision. The goal of consumer‟s decision system lies in consumption and consumption

occurs during the post-purchase phase. Thus purchases are only ``means to an end‟‟ the end

being the attainment of benefits from consuming the product or service. From marketers‟

perspective, long term success flows from having consumers experience satisfaction during

the post-purchase phase. The post-purchase processes account for two major activities,

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consumption and disposition. Trashing, saving and selling the product are the three major

options of product disposition.

There are two psychological processes that operate during the post purchase stage:

firstly, cognitive dissonance developed by Festinger suggests that consumers experience

tension following a difficult decision and may behave in some ``Strange ways‟‟ in an effort

to reduce the dissonance they are experiencing. Secondly, there are five elements which

work together to determine consumer satisfaction. (1) Consumer expectations (2) Actual

performance (3) The comparison between expectations between expectations and

performances (4) confirmation or disconfirmation of expectations and (5) The size and

direction of the discrepancy score.

Within the framework of the buyer behavior process, the post purchase behavior

forms a critical part, as it lays foundation for the repeat purchases and development of

loyalties. In the context of the rural and urban markets, loyalties have been found to be

higher and extended. Penetrative pricing on a homogenous product quality similar to that of

available product quality in the urban markets and making the product available will be the

key to service in the rural markets. Just like the urban middle class, villagers demand value

for money. In case of rural consumer once marketers earn the villager‟s loyalty it will be

difficult for competitors to take away our customer. But in case of urban earning loyalty is

very difficult.

In conclusion the critical factors for the rural and urban customer in the buying

decision process towards consumer durable goods would be:

(i) The need for the product.

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(ii) The purchasing capacity.

(iii) The attitude towards the product.

(iv) The cost benefits analysis done by the consumer before buying the product.

(v) The social values governing the society.

6.8: Consumer Attitude

Different social psychologists defined the term “Attitude” differently. An Attitude is

“how positive or negative”, „Favorable or Un Favorable‟, Pro or Con a person feels towards

an object.

6.9: Attitudes possesses the following Characteristics

1. Attitudes cannot be observed directly as it is something inside an individual.

2. Attitudes are not innate as they depend on learning

3. Attitudes are temporary states.

4. Attitudes always imply a relationship between the Person & Objects.

People have different attitudes (bent of mind) for different products, e.g., many

consumers think of plastic to be cheap, artificial, weak, breakable non-degradable,

environmentally harmful and not desirable. They have a negative attitude and discourage the

use of plastics. Plastics also create positive attitudes, as it is light unbreakable, easy to carry

handy. People do not dislike plastics, but do not know what do with it after using it.

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Initiator Component Component Manifestation attitude

Figure 6.1: Attitudes and consumer decision making

In everyday life, consumers receive a variety of marketing communications about

what they should buy and they should not. They come to know about different claim and

standings of the brands, on the basis of inputs received from various sources consumers

develop their assessment of brands, better known as the brand image. The brand image helps

consumers in believing which brand is more likely to have a particular benefit or a feature. It

should be noted here that since these brand beliefs are based on consumer perception, they

may sometimes be at variance with reality. Thus, a potential perfume buyer may believe that

the brand „A‟ of the perfume has the attribute of social prestige. In reality, it may not be so.

Thus consumers‟ attitudes are based on the perception, true or otherwise. But they provide a

very important clue as the whether the consumer will take a particular course of action or

not.

Stimuli Products

situations retail

outlets sales

person

advertising etc.

Affective

Cognitive

Behavioral

Emotions or

feelings about

attributed and

overall object

Belief about

specific attribute

Behavioral

intentions with

respective to

specific attribute

Overall

orientation

towards

objects

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6.10: The constituents of consumer attitudes

In the process of information search a buyer would face different variables for the

purpose of evaluating and reaching a choice. The key variable that would guide the customer

in the process is the consumer attitude. Since an attitude provides a series of cues to

marketers with reference to evaluation procedure, an understanding of consumer attitude can

help marketers predict future purchase; and gauge the strength or otherwise of their present

sale. Even they redesign their marketing mix efforts.

Attitude, as a concept however is far simple. An attitude consists of three

constituents. They are affective and cognitive. Affective part of the attitude refers to the

feelings that a consumer has. The cognitive part refers to the information and knowledge

basis of these consumers. The cognitive refers to the intention of the customer. A schematic

conception of attitude is attempted in figure

6.11: The functions of consumer attitude

Human attitudes perform certain functions in furthering consumer behavior. The

functions that attitudes perform: they attempt to enhance the image they hold of themselves.

In other words, functions of attitudes are motivational bases which share and reinforce

positive attitudes towards goal objects perceived as need satisfying and negative attitudes

towards objectives perceived as purchasing or threatening. The functions of attitudes can be

classified into the following four categories.

(a) The Utilitarian Function: Consumer attitudes fulfill a utilitarian as they guide

consumers in achieving their desired needs. That is, it serves the utilitarian concept of

maximizing reward and minimizing risk.

(b) The Ergo-Defensive Function: Most people want to protect their self-images from inner

feelings of uncertainty and doubt Ads for cosmetics and personal care products. By

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acknowledging this need, marketers increase both their relevance to the consumer and

likelihood of a favorable attitude by offering reassurance to the consumers‟ self-concept.

(c) The value expressive Function: Consumer develops an attitude based on his general

value, life style and outlook. Value expressive attitudes, maintain self-identity among

consumers and lead them to expressions and determinations. The projections are often

strong, evident and extreme because consumers openly express opinions that reflect their

strong beliefs and self-concept. The application of this function is all evident in

consumer selection and evaluation of products, their price, promotional items and the

distributive outlets.

(d) The Knowledge Function: Human nature is such that individual prefers to know and

understand the people and things with whom they are in contact. While product

positioning, marketers try to do the same and improve the consumers attitude towards

their product or brand by highlighting its benefits over their competing brands.

0

50

100

150

200

250

300

350

Nambur Pedaravuru Uppalapadu Total Guntur Tenali Narsarao Pet Total

Rural Areas(300) Urban Areas (300)

Graph 6.1: Distribution of persons shouldering shopping responsibility

Head of family alone Head of family sharing with other members Total

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6.12: Purchase and post purchase Behaviour of rural and urban consumers in Guntur District

Table 6.1: Distribution of persons shouldering shopping responsibility

Source: Field Study Total Respondents 600

In developed countries usually elderly lady in a family do the shopping mostly for goods that a family needs. But the

developing countries, particularly in India, it is not so. Here in most cases head of the family performs this activity. Actual practices in

this regard reveled from this study are stated in the above table 6.1 .From the above table, one can understand that in rural areas

54.7percent of the respondent‟s buy the goods individually means head of the family alone, but in 45.3 percent cases head of the

family shares the responsibility with other members of the family. In such cases they become more cautions, that is why, they want to

purchase durable goods in association with other family members. Whereas urban areas 47.7percent of the respondents buy the

Seasons shouldering

shopping

responsibility



Head of family alone 52 54 58

164

54.7

43 49 51

143

47.7

Head of family

sharing with other

members

48 46 42

136

45.3

57 51 49

157

52.3

Total 100 100 100 300 100 100 100 300

260

durables individually and remaining 52.3 percent of respondents in urban areas have shown interest to purchase durables in

association with family members.

Table 6.2: Consumer’s choice between costly branded goods and cheap but unbranded goods


From the above study it is revealed that 68 percent of respondents prefer cheaper or unbranded goods of the same quality,

while the rest of them think otherwise. It indicates that rural consumers are not much concerned about the brand. First, they think of

quality. But people preferring branded goods do not want to take risk as to the quality. By observation it is found that latter group of

people are financially sound. Rural people prefer substance to appearance when they are assured that substance of the product is

similar to that of a branded one, they try to buy the unbranded one, provided price of the same is less than that of the branded goods.

Choice for Rural Areas(300) Urban Areas (300)


Costly

branded goods 36 31 29

96

32.0 69 63 58

190

63.3

Cheaper

unbranded

goods

64 69 71 204

68.0 31 37 42

110

36.7

Total 100 100 100 300 100 100 100 300

261

These people are not affluent. They do not spend open-handedly. That is why they wanted to purchase the unbranded goods, provided

for surviving their purposes. But it was full reverse in urban areas. Here 63.3percent urban respondents prefer costly branded items.

0

50

100

150

200

250

300

350



Graph 6.2: Consumer’s choice between costly branded goods and cheap unbranded goods

Costly branded goods Cheaper unbranded goods Total

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Table 6. 3: Consumer Preferences for free-gifts.


In this age of acute competition producers offer free gifts to attract consumers. But reactions of the respondents to such offers

are mixed. Questions asked on the issue and their replies are tabulated above. It is revealed from the above table that while more than

two-third of the respondents dislike the system, and less than one-third of respondents do otherwise. According to the former group,

producers are business people, who cannot offer any thing free. When they do so, they have some motive behind it that might be for

enhancing their sales volume. But if consumers are tempted by such gifts they will pile up goods unnecessary. Even in some cases

they will be tempted to buy goods, which are going to be absolute very soon.

Preference Rural Areas(300) Urban Areas (300)


Like free-gifts etc 27 31 34 92

30.7 23 26 24

73

24.3

Dislike free-gifts

etc. 73 69 66

208

69.3 77 74 76

227

75.7

Total 100 100 100 300 100 100 100 300

263

It is surprising that 69.3percent of rural respondents dislike free gifts, bonus sales and similar offers whereas it is 75.7percent in urban

areas. In spite of their disliking, firms with high valued brands make such offers. If the respondents practiced according to what they

say, the marketers would have been forced to stop making such offers. But it is not so. In fact, in these days of cutthroat competition,

marketers are minimizing their profits for survival or for keeping competitors at day. Apart from that, consumers have little option but

accept these offers, as they do not have better alternatives. That is why it may be said that consumers accept such offers in spite of

knowing that marketing making such offers want to reap some kind of benefit.

0

50

100

150

200

250

300

350



Graph 6.3: Consumer Preferences for free-gifts.

Like free-gifts etc Dislike free-gifts etc. Total

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Table 6.4: Particulars of sales person discrimination among buyers


The above table explains the sales person discrimination among buyers. It is adverse in both regions. 100 percent of rural

respondents feel adverse to this type of discrimination among buyers. 97.0 percent of urban respondents feel adverse to this type of

discrimination among buyers. But 3.0 percent of urban buyers expecting this type of discrimination from sales man.

Discrimination Rural Areas(300) Urban Areas (300)


Favorable 0 0 0 0

0.0 9 0 0

9

3.0

Adverse 100 100 100 300

100.0 91 100 100

291

97.0

Total 100 100 100 300 100 100 100 300

265

Table 6. 5: Consumer preference for taking post purchase service


050

100150200250300350



Graph 6.4 Particulars of sales person discrimination among buyers

Favorable Adverse Total

Seek services Rural Areas(300) Urban Areas (300)


Desirable 89 86 79 254

84.7 92 91 93

276

92.0

Undesirable 11 14 21 46

15.3 8 9 7

24

8.0

Total 100 100 100 300 100 100 100 300

266

It is revealed from the above table that 84.7 percent of rural consumers and 92.0 percent of urban consumers think that post

purchase service should be sought if defects in the durable goods are detected within the warranty period. The rest means15.3 percent

of rural respondents and 8.0 percent of urban respondents are not opposed to this idea, but they think that such attempts do not

ultimately benefit the buyer. According to them most of the branded durable goods are manufactured in such a way that any noticeable

defects are detected rarely within the stipulated time. Even if they are defective, it is not advisable to go to the approved retailer for

redressal because that will be costly. Transportation and communication cost, loss of time and energy should be considered in this

context. Instead of bearing such troubles, it is better to contact local mechanics to get the durable repaired at minimum cost.

0

50

100

150

200

250

300

350



Graph 6.5: Consumer preference for taking post purchase service

Desirable Undesirable Total

267

Table 6.6: Particulars of actions after satisfying in product consumption


From the survey it is revealed that 70.7 percent of rural respondents opine that they will repeat purchase whereas it is 75.7 percent in

urban area. If they are satisfied with the product, 24.7 percent of rural respondents and 22.3 percent of urban respondents have said

that they speak well about the product with their friends. Remaining 4.6 percent of rural respondents and 2.0 percent of urban

respondents do neither of the two.

Action after

satisfaction



Repeat Purchase 72 69 71 212

70.7 77 76 74

227

75.7

Speak well about

product 25 23 26

74

24.7 22 21 24

67

22.3

Be Salient 3 8 3 14

4.6 01 03 02

06

2.0

Total 100 100 100 300 100 100 100 300

268

0

50

100

150

200

250

300

350



Graph 6.6:Particulars of actions after satisfaction of product consumption

Repeat Purchase Speak well about product Be Salient Total

269

Table 6.7: Particulars of actions after dissatisfaction of product consumption


Action after

dissatisfaction Rural Areas(300) Urban Areas (300)


Lodge complaint

to the seller 31 27 29

87

29.0 37 34 39

110

36.7

Switch the brand 27 33 37 97

32.3 22 23 24

69

23.0

Speak ill about the

product 42 40 34

116

38.7 39 43 37

119

39.7

Take legal action 0 0 0 0

0.0 2 0 0

2

0.6

Perform all of the

above 0 0 0

0

0.0 0 0 0

0

0.0

Total 100 100 100 300 100 100 100 300

270

From the study it is revealed that 29.0 percent of rural respondents and 36.7 percent of urban respondents would like

to lodged complaints to their sellers, while 32.3 percent of rural respondents and 23.0 percent of urban respondents would like to

silently shift their loyalty in favor of other brands. Whereas 38.7 percent of rural and 39.7 percent of urban respondents would like to

speak ill about the product. None of rural respondents would like to take legal action in against the seller. But 0.6 percent of urban

respondents are ready to take legal action on seller. None of them are ready to perform any actions mentioned above in both rural and

urban areas.

0

50

100

150

200

250

300

350



Graph 6.7: Particulars of actions after dissatisfaction of product consumption

Lodge complaint to the seller

Switch the brand

Speak ill about the product

Take legal action

Perform all of the above

Total

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6.13: Conclusion

No marketing effort can be envisaged without an understanding of the dynamics of

the behaviour of consumers in a given market. This is true to rural market too, as any other

market. Here researcher has observed the consumers‟ purchase behaviour process in the rural

and urban areas by explaining the questionnaire collected in Guntur district. Researcher has

also examined how economic, sociological and psychological factors have shown their

influence on consumer behaviour in purchasing process. For that researcher has examined

and identified the need recognition process, information search and information evaluation

and purchase decision process in rural consumer mind set while purchasing goods.

It is revealed that 68 percent of rural respondents prefer cheaper but unbranded goods

of same quality, while the rest of them think otherwise. It indicates that rural

consumers are not much concerned about the brand. First, they think of quality. But

people preferring branded goods do not want to take risk as to the quality. By

observation it is found that latter group of people are financially sound. Rural people

prefer substance to appearance when they are assured that substance of the product is

similar to that of a branded one, they try to buy the unbranded one, provided price of

the same is less than that of the branded goods. These people are not affluent. They

do not spend open-handedly. That is why they wanted to purchase the unbranded

goods, provided for surviving their purposes. But it was full reverse in urban areas.

Here 63.3percent urban respondents prefer costly branded items.

From the responses of the respondents regarding free gifts it is revealed from the

above table that while more than two-third of the respondents dislike the system and

less than one-third of respondents do otherwise. According to the former group,

272

producers are business people, who cannot offer any thing free. When they do so,

they have some motive behind it. That might be for enhancing their sales volume.

But if consumers are tempted by such gifts they will pile up goods unnecessary. Even

in some cases they will be tempted to buy goods, which are going to be absolute very

soon.

It is surprising that 69.3 percent of rural respondents dislike free gifts, bonus sales

and similar offers whereas it is 75.7 percent in urban areas. In spite of their disliking,

firms with high valued brands make such offers. If the respondents practiced

according to what they say, the marketers would have been forced to stop making

such offers. But it is not so. In fact, in these days of cutthroat competition, marketers

are minimizing their profits for survival or for keeping competitors at day. Apart

from that, consumers have little option but accept these offers, as they do not have

better alternatives. That is why it may be said that consumers accept such offers in

spite of knowing that marketing making such offers want to reap some kind of

benefit.

It is adverse in both regions. 100 percent of rural respondents feel adverse to this type

of discrimination among buyers. But 97.0 percent of urban respondents feel adverse

to this type of discrimination among buyers. But 3.0 percent of urban respondents

expecting this type of discrimination from other buyers.

Coming to respondents‟ expatiation about post purchase service 84.7 percent of rural

consumers and 92.0 percent of urban consumers think that post purchase service

should be sought if defects in the durable goods are detected within the warranty

period. Remaining 15.3 percent of rural respondents and 8.0 percent of urban

273

respondents are not opposed to this idea, but they think that such attempts do not

ultimately benefit the buyer. According to them most of the branded durable goods

are manufactured in such a way that any noticeable defects are detected rarely within

the stipulated time. Even if they are defective, it is not advisable to go to the

approved retailer for redressal because that will be costly. Transportation and

communication cost, loss of time and energy should be considered in this context.

Instead of bearing such troubles, it is better to contact local mechanics to get the

durable repaired at minimum cost.

It is revealed from the survey that 70.7 percent of rural respondents opine that they

will repeat the purchase whereas it is 75.7 percent in urban. If they are satisfied with

the product, while 24.7 percent of rural respondents and 22.3 percent of urban

respondents have said that they speak well about the product with their friends. Rest

4.6 percent of rural respondents and 2.0 percent of urban respondents do neither of

the two.

Finally, 29.0 percent of rural respondents and 36.7 percent of urban respondents

would like to lodged complaints to their sellers, while 32.3 percent of rural

respondents and 23.0 percent of urban respondents would like to silently shift their

loyalty in favor of other brands. Whereas 38.7 percent of rural and 39.7 percent of

urban respondents would like to speak ill of the product. None of the rural

respondents does not would like to take legal action against the seller. But 0.6

percent of urban respondents are ready to take legal action on seller. None of them

are ready to perform all actions in both rural and urban areas.

274

Satisfaction is a psychological matter. A consumer has some expectations about the

product. If product performance exceeds a consumer‟s expectations, he feels dissatisfied. In

economics it is called consumer‟s surplus, and that is measured in terms of utility. But in

marketing some authorities are trying to measure such satisfaction. Consumers‟ expectations

may not remain constant. That apart, such expectations cannot be qualified. Even if it is

assumed that his expectations remain constant throughout his process of consumption, he

will not react visibly. Particularly in rural areas, a consumer does not think directly whether

or not he is satisfied. So providing qualitative consumer durable goods is necessary for

winning the rural and urban consumer mind. This is the clear evidence to say that rural and

urban consumers have variation in their purchasing behaviour towards consumer durable

goods in Guntur District.

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all India Management Association", Vol 41, Issue-7, December 2002.

4. Conceptual Issues in Consumer Behavior- The Indian Context-

S. Ramesh Kumar.

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5. ELGAR companion to consumer research and economic psychology, edited

by Peter E. Earl and Simon Kemp. Cheltenham, UK: Edward Elgar, 1999.

649p.

6. Krishnamacharyulu, C.S.G & Rama Krishnan, L. (2002), Rural Marketing,

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***

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