Factors Inducing the Buying Behaviour

Normally, consumers' buying behavior is influenced by cultural, social, personal and psychological factors. Multifarious factors stimulating the buying behavior of consumers in Nagaland are presented in Table 3;

Table 3: Factors Inducing The Buying Behavior N = 300

Inducement Factor
 Television
Rank
Refrigerator
Rank
Washing
Machine		 Rank
Four
Wheeler		 Rank
Furniture
Rank
Advertisement
66 II 76 II 94 I 58 I 58 II
Previous experience 110 I 90 I 78 II 40 III 86 I
Friends
24 V 24 V 24 V 36 V 20 V
Relatives
26 III 30 III 46
 III 42 II 28
 IV
Goodwill of the
Manufacturer		 24 V 18 VI 28 IV 38 IV 52 III
Reputation  of  the  
Retailer
12 VI 26 IV 8 VI 10 VII 10 VI
Retailers'
Recommendation
2 VII 0 VII 0 VII 14 VI 0 VII

The analysis from Table 3 reveals that, based on ranking the influences, previous experience is the most inducing factor, especially while making brand preferences for purchase of television, refrigerator and furniture which ranks first comparatively. In the purchase of washing machines and four-wheelers, advertisement factor has the greatest influence among the buyers. Similarly, the retailers' recommendation in purchase of television, refrigerator, washing machine, and furniture is the least stimulating factor; rather it does not induce the buyers at all while making brand preferences in such purchases.