“A STUDY ON BRAND PREFERENCE AND CUSTOMER SATISFACTION OF SELECTED DURABLES AMONG POST GRADUATE STUDENTS STUDYING IN THE MAHARAJA SAYAJIRAO UNIVERSITY OF BARODA”

Abstract

Consumer electronics like laptops and mobile phones have become essential goods today. Since 2020, due to prevalent of corona pandemic students are pursuing education through online mode and are also giving exams in online so this has led to the increase in demand for these products. This study focuses on understanding buying behaviour for two wheelers, laptops and mobile phone among students studying in The Maharaja Sayajirao University of Baroda in Vadodara city. Buying behaviour includes brand preference, factors influencing purchase of selected durables and also it measures satisfaction level. A survey was conducted among students of this University and primary data was collected from 100 post graduate students out of which 50 students belong to commerce faculty and remaining 50 students were from science faculties. Chi square test, Anova and friedman’s test were used to test the hypothesis. Brand name, technical features, instalment were considered as most important factors and advertisements, exchange offer, discount & cash back schemes were least considered by respondents during purchase of selected durables. The results of hypothesis reveal that, all respondents do not show same preference regarding factors influencing purchase of durables. No significant differences were found between their satisfaction level and durable brand which they possess.