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.

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

The requirement for a refrigerator is simply just a physiological need and a refrigerator is a utilitarian product for all the customers. In cases where a high-end refrigerator is bought, it is also to satisfy the esteem need of the consumer. By shopping for a high-end product at a premium value the consumer would like to impress his near and dear ones after being seen using a trendy and high technology product.

Above image shows consumer decision making model.

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


Also, purchaser usually consults their family, friends (sometimes opinion leader) before making the final decision. They influence his decision on the product. This project report contains interviews with the consumer, their point of view and in-depth analysis of the project topic. Use this project for your reference only.

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

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