CONSUMER PREFERENCES AND BUYING PATTERNS FOR WHITE DURABLE GOODS IN HARYANA

Abstract

This study investigates consumer preferences and buying patterns for white durable goods in Haryana, focusing on demographic influences. Employing a descriptive cum exploratory research design, data from 120 consumers were collected via structured questionnaires, supplemented by secondary sources for context. SPSS software facilitated data analysis, including Frequency Analysis, ANOVA, and T-Tests. Findings reveal significant impacts of gender, age, and educational qualifications on consumer decisions. Gender influences preferences decisively, while age groups exhibit distinct buying behaviors. Educational qualifications also shape preferences significantly. These results reject null hypotheses for gender, age, and education, highlighting their pivotal roles in consumer behavior. Such insights are crucial for marketers and policymakers in tailoring effective strategies for the white durable goods market in Haryana, emphasizing the importance of demographic considerations in influencing consumer choices.