A Study on Consumer Buying Behaviour towards Warranty Based Consumer Durables

Consumer durables are most essential products in discharging different needs and aspirations of modern day consumers. Buying behaviour of consumer is mostly involved with host of factors along with warranty. The motive of the study is to check buying behaviour of consumers and their expectation while buying warranty based consumer durable goods. A total of 100 consumers who are buying consumer durables in different sales outlets are considered. Data collection process is carried out by providing well-structured questionnaire among the consumers. This study used descriptive research design to accomplish this seminal work and also adopted simple random sampling to select samples. Percentage analysis, factor analysis, multiple regression analysis and Friedman test are used to analyze the data. Results found that consumers largely influenced by stressors like exclusive warranty, dealer promise, maintenance, product value, customer value, and peer group. It was also found that full warranty, consumer court, and technician support are the most prominent expectations of consumers while purchasing warranty based consumer durables. It was concluded that several factors influence the consumer decision towards the purchase of warranty based consumer durable goods.