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| Article Name : | | | A STUDY OF THE BUYING BEHAVIOUR OF DURABLE GOODS FROM FAMILY DECISION MAKING PERSPECTIVE WITH SPECIAL REFERENCE TO LUCKNOW REGION | | Author Name : | | | M.S.Khan , Komal Ahuja | | Publisher : | | | Ashok Yakkaldevi | | Article Series No. : | | | ISRJ-299 | | Article URL : | |  | Author Profile | | Abstract : | | | Consumer buying behavior is the most crucial factor that affects the buying of products. Though individual behavior plays a dominant role in buying many a times but family decision making is equally vital while purchasing or buying consumer durable goods. The present paper focuses on the family decision buying pattern particularly with regard to the durable goods. The preference of consumer changes with influence of family. The present study is conducted in Lucknow to examine and find out the role of family in decision making particularly durable goods. The study is based on researches which have been conducted in past by a number of researchers who are directly or indirectly involved in marketing research. | | Keywords : | | - consumer behavior
- consumer goods
- family decision making
- electronic goods
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