Consumer Behaviour towards White and Brown Consumer Durables -A Study of Literature Review

Abstract

Recent development in consumer durables sector have narrowed down consumer goods into brown and white goods. It is utmost importance for the marketers to understand consumer behaviour & attitudes towards purchase of these goods. All marketing activities are directed towards a single destination called customer satisfaction. Consumer behaviour denotes the process of consumer's emotional behavioural and physical responses towards purchase of product and services. Get closer than even to your customer, so close that you tell them what they need well before they realize it them. India has become the hot spot among global retailers to market their goods. In India durable goods has reached in nook and corner of country from urban hyper markets to rural bounds.

Keywords: Life style, emotion, attitudes, households, global markets