A study on purchasing behavior of consumer towards durable products

Companies undertake marketing activities in order to elicit some kind of response from buyers. Buying processes can be complex, involving many people over a period of time. Marketers must exercise care in analyzing consumer behavior. Consumers often turn down what appears to be a winning offer. As soon as managers believe that they understand their consumers, buyer decisions are made that appear to be irrational. But what looses like irrational behavior to a manager is completely rational to the consumer. Buying behavior is never simple. It is affected by many different factors. Yet understanding it, is the essential task of marketing management. This paper tries to understand the purchasing behavior of consumer towards durable products with reference to television.