Abstract
This study examines consumer buying behaviour towards durable products in Gorakhpur Division, India. A mixed-methods approach was employed, combining a survey of 300 consumers with in-depth interviews of 20 respondents. The findings reveal that consumers prioritize factors such as quality, price, and brand reputation when purchasing durable products. Additionally, social and cultural influences, including family and peer recommendations, play a significant role in shaping buying decisions. The study identifies key demographic and psychographic factors influencing consumer behaviour, including age, income, education, and lifestyle. The results provide insights for marketers and manufacturers to develop effective strategies for promoting durable products in the Gorakhpur market. This research contributes to the understanding of consumer buying behaviour in rural India, highlighting the need for tailored marketing approaches to meet the unique needs and preferences of this segment.
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