ANALYZING THE IMPACT OF ELECTRONIC MEDIA ON CONSUMER BUYING BEHAVIOUR TOWARDS CONSUMER DURABLES
Author(s):
Dr. Y Rama Krishna Prasad
Keywords:
Electronic media, Consumer Behaviour, Consumer Durables, Brand Image Buying Patterns, Brand Image
Abstract
The present study focuses on how the electronic media influences the consumer behaviour towards the consumer durables. The electronic media provides compelling opportunities for electronic growth and the well- being of citizens. It contributes to crucial developments and improvements that benefit society at large. The study also highlights to identify buying patterns of consumers towards consumer durables, to analyses the factors influencing the brand preference and loyalty and also to suggest measures for the issues relating to consumer behaviour and marketing activities for consumer durables. It is observed from the empirical study that gender, age, monthly income, qualifications, occupation have positive relationship with awareness of electronic media and products in advertisements, level of satisfaction, influence on purchase behaviour, frequency of purchasing etc. These factors have the tremendous impact on the behaviour of the consumer in terms of creating brand image, selection of the best product with the reasonable price and taking right decision at the right time. The study suggests that there is a need to follow ethical values in promoting goods through electronic media. The electronic media should not give any false information about the products. The deficiencies should also be brought to the notice of the customers. The advertisements should also tell the customers how to use the products. Since some of the customers are unhappy with both the price and quality of the products, it is suggested to increase the rate of satisfaction among those customers also by adapting the pricing strategy, maintaining reasonable quality, and extending after sales service.
Article Details
Unique Paper ID: 157806

Publication Volume & Issue: Volume 4, Issue 11

Page(s): 411 - 421
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