Parthasarathy, Karthikeyan, Kannaiah, Desti, Ramasamy, Renuka Devi, and Vetrivel, T. (2021) Empirical study on buying behaviour of selected durable goods with reference to the female consumers. International Journal of Business Innovation and Research, 24 (4). pp. 494-513.

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Abstract

An investigation was carried out to find out the effectiveness of the buying behaviour and purchase motivation of female buyers towards selected durable goods in Erode district of Tamil Nadu state, India. Independent variables like purchase price, sales place, product attributes, sales promotion and social influence have been taken as driving variables, for purchasing attitude and purchasing motivation for the female consumers. Findings from this study revealed that there is a strong influence between customers' attitudes and purchase motivation towards female shopping behaviour of durable goods in the study area.

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