A Study On Chennai Residents' Perspectives On Influencers Of Durable Product Purchase

Abstract

A wide range of consumer durable products are available in the market and the consumers are often influenced by various factors like newspaper, friends, relatives, celebrities and much more factors. Hence it is necessary for the marketers to understand the opinion of consumers about factors influencing their durable purchase. Hence this study consider the consumers of durable products in Chennai and find how those influencers are influencing the consumers.