Feb 7, 2016

Consumer Behaviour while Purchasing Refrigerator

Consumer Behavior while Purchasing Refrigerator is a final year MBA project report and the purpose of this study is to understand key external variables influencing the buying behavior of a particular segment of customers towards the product category of refrigerator. Consumers get influenced by several major factors while they make their decisions. These factors can be grouped as demographic, social, cultural factors, etc. Consumers try to purchase and maintain a variety of products that satisfy their current and future needs. You can also Subscribe to FINAL YEAR PROJECT'S by Email for more such Projects and Seminar.



Consumer Behaviour while Purchasing Refrigerator



Above image shows consumer decision making model.

When buying frequently purchased, low-cost everyday items that require very little search and decision effort, they demonstrate routinized response behaviour. When buying products occasionally or when they need to get information about an unfamiliar brand in a familiar product category, they use limited problem solving. When they buy unfamiliar, expensive products, they use extended problem solving.


Recommended Project: Consumer Behaviour & Satisfaction Regarding various brands of 21” color TV


External Factors

The External factors that influence the purchase decision of consumer in the age group of 30 to 40 for a Refrigerator.

1.) Demographic Details
2.) Media Habits
3.) Indian Culture
4.) Ethnic Subculture
5.) Occupational Subculture
6.) Family
7.) Social Class
8.) Reference Groups
9.) Celebrity and Opinion leader


Authors:- Bharat Singh Chauhan, Chinmaya Nagaraj, Gaurav Upadhyaya, Susheel Kumar Singh, Vijay Jaret

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