Socio-Economic Factors Affecting Women Buying Behavior Towards Consumer Durables: An Empirical Study

Abstract

Consumer is the head and heart of contemporary marketing. The study is based on the Consumer buying behaviour that mainly analyzed the socio-economic factors affecting the women buying behavior towards durable goods. Further the  data is analyzed on the basis of reliability test followed by the factor analysis. The results of the reliability test is up to mark because KMO value is about .5. The factor analysis run in this study and also its based on non-Contrived and the Sample Size of 170 women customers. Sampling technique used in this study is purposive and sampling area covered includes Punjab, Haryana, Chandigarh, Himachal Pradesh and Jammu & Kashmir. The dealers / producers and the retailers must understand the importance of the women consumers and their changing attitude in the process of marketing. The total variance explained table tell us about the variance in the study, so the value obtained is 67.427% which states that 67.427% variance is available in the study.