Brand Preference of Consumers Towards Consumer Durables at Vasanth & Co, Derik Junction, Nagercoil

Abstract

This study examines consumer brand preference towards consumer durable products with special reference to Vasanth & Co, Derik Junction, Nagercoil. The primary objective of the study is to analyse the factors influencing brand preference and customer buying behaviour. A descriptive research design was adopted, and primary data was collected through a structured questionnaire administered to 385 respondents using convenience sampling. The collected data was analysed using statistical tools such as Kruskal-Wallis Test, Factor Analysis, Correlation Analysis, and Rank Analysis with the help of SPSS software. The findings reveal that factors such as product quality, brand reputation, warranty, after-sales service, and pricing significantly influence consumer brand preference. Additionally, promotional offers, discounts, and financing options like EMI schemes play a crucial role in shaping purchase decisions. The study also indicates that customers show moderate awareness and satisfaction levels, highlighting the need for improved brand communication and service quality. Overall, the research provides valuable insights for retailers to enhance customer satisfaction and strengthen their competitive position in the consumer durable market.