CONSUMER ATTITUDE TOWARDS PURCHASE OF WHITE GOODS THROUGH ADVERTISEMENT

Abstract

The goal of the study was to acquire meaningful feedback from white product purchasers in Chennai.The purpose of the study was to gain insights into respondents' perceptions of significant characteristics of white products, such as factors influencing when deciding whether or not to buy white goods, attitude dimensions when making that decision, the effects of those factors on the decision to buy white goods through advertisement. The study was based on the customers of white goods within Chennai’s geographic region which generated 120 replies from the respondents using questionnaire. The data was analyzed using weighted mean, frequency analysis, Percentage, t-test, ANOVA, Correlation and Regression between the variables. The results of the study indicates that customers' purchasing decisions are influenced by both external and internal variables, including market analysis and considerations for things like price, quality, features, brand, needs, wants, search, motivation, and satisfaction.

Keywords: White goods, geographic region, advertisement, customer purchase decision.