Introduction

Economic Growth and Development of any prospering country highly depends on its enterprise development. Any enterprise can flourish only so long it is capable of retaining its current profits and creating avenues for additional future profits. Profit earning competence is sustainable only for a firm which is adopting an effective marketing strategy in providing appropriate marketing mix (product, price, promotion and physical distribution) to prospective customers for its products. A suitable marketing mix endeavor does originate from launching of products by a firm. Thus, the product, be it durable or non-durable, becomes the core component of any marketing program. Meanwhile, it is challenging for any marketing manager to formulate and implement an apt strategy for marketing his products in a highly competitive (domestic or foreign) market. It becomes more complex in the ultimate consumers' markets as compared with industrial markets owing to size of the potential target markets and number of prospective customers. Hence, a firm has to have a bird's eye view on its product life cycle right from the stage of launching to saturation for skimming the cream from its business venture. This demands the marketers to remain alert and active all the time for winning permanent customers in the consumer market.

In India, from the customers' point of view, it is noticeable that a consumer belongs to a family in a society. The family constitutes members who are largely involved in the purchases of durable goods. During the process of decision making, their buying behaviors are highly influenced by cultural factors, social factors, personal factors and psychological factors. This paper is an attempt to analyze the consumer buying behavior of durables, to examine the factors inducing the consumer buying behavior and to suggest suitable measures to the marketers for designing a right marketing mix for the consumers in Nagaland.