Consumer Buying Behavior of Durables

Consumer behavior is the study of how individuals, groups and organizations select, buy, use and dispose of goods, services, ideas or experiences to satisfy their needs and wants. The consumers purchase various durables for varied reasons and purposes. The chief reasons for the consumers' buying durables in Nagaland are tabulated in Table 1;

Table 1 : Reasons For Buying Durables N=300

Reasons for purchase of Durables
Necessity Social Status
 Comfort & Convenience
 To Gain Knowledge
 To avoid Unnecessary expenditure
 To Save Time
 To Increase Assets
 To Maintain Autonomy
[1] [2] [3] [4] [5] [6] [7] [8]
226 * (7533)
 2 38 6 12 16 0 0
42 2 128*(42.66) 6 24 60 14 26
14 14 62 26 30 96*(32.0) 12 42
2 30 24 50 62 36 22 84*(28.0)
2 20 24 40 76*(25.33) 0
 38 48
4 42 1 44 66 28 76 28
2 90 6 52 28 6 80*(26.66) 34
8 100*(33.33) 4 76*(25.33) 2 8 58 38
Rank I
 Rank III Rank II Rank VII Rank VII
 Rank IV
 Rank VI
 Rank V

The analysis from Table 1 exhibits that necessity tops the list of reasons, as responded by 75.33% of the sample respondents, for purchase of the selected durables. Thereafter, comfort and convenience becomes the second most important cause for making such purchases, revealing 42.66%, followed by social status (33.33%), time saving (32%), maintenance of autonomy (28%), increasing assets(26.66%), gaining knowledge (25.33%) and avoiding unnecessary expenditure (25.33%).