Consumer Buying Behaviour of Durable Goods: A Case Study of Bhopal
Consumer is the focal point of modern day business enterprises as the enterprises are operating in cut throat
competition. In past, when it comes to consumer durable goods, they were considered as something meant for upper class of
the society, but now the same are being used by almost every house hold. The purpose of this research is to investigate
internal and external influences on consumer purchase decisions of people living in Bhopal District of MP. For this purpose
a sample size of 500 people were collected through stratified random sampling technique. In order to fulfill the objectives of
the research simple percentage analysis, mean score analysis and correlation analysis were used.