A STUDY ON CONSUMER PERCEPTION AND BUYING BEHAVIOUR TOWARDS WASHING MACHINE WITH SPECIAL REFERENCE TO COIMBATORE CITY

The Consumer is an individual who consumes goods whether manufactured by business unit or created by nature such as air, water, etc. and utilize services offered by the Government, business and non-business organizations like hospitals, religious, educational, other voluntary organizations etc. (Gopal. R. Bhatt, 1985). Undoubtedly the consumer is the ultimate patron and back-bone of any venture of consumerism. Therefore, a sound marketing programmer should start with a careful analysis of the habits, attitudes, motives and needs of consumers. Buying behavior focuses on how individuals make decisions to spend their available resources (time, money, effort) on consumption related items. This includes what they buy, why they buy it, where they buy it, how often they buy it, how often they use it, how they evaluate it after the purchase and the impact of such evaluation on future, and how they dispose of it. There are many home appliance products available in market. This study was carried out to identify the factors influenced in consumer perception and buying behaviour of washing machine. The outcome of the study was based on 250 respondents selected from Coimbatore District, Tamilnadu. The data required for the study have been collected through questionnaires and analyzed by using statistical techniques as tools, such as Simple percentage and Rank correlation. Also extend to find the brand preference of the sample consumers and suggestions for buying the particular brand in washing machine.