Consumer Behavior Towards White Goods- A Study

V Chandramouly; K Laxminarsaiah

doi:10.36948/ijfmr.2025.v07i06.63707

Consumer Behavior Towards White Goods- A Study

Author(s)	Dr. V Chandramouly, Dr. K Laxminarsaiah
Country	India
Abstract	Consumer behaviour in the white goods sector has been evolving rapidly, shaped by demographic changes, technological innovation, and rising consumer expectations. White goods—such as refrigerators, washing machines, air conditioners, and kitchen appliances—have transitioned from being luxury items to essential household commodities. This study investigates the factors that influence consumer purchasing decisions, usage patterns, and post-purchase satisfaction related to white goods. The research aims to provide a comprehensive understanding of how consumers evaluate alternatives and make choices in a highly competitive and dynamic market. A structured questionnaire was administered to a diverse sample of respondents representing different income groups, age categories, and residential backgrounds. The study examines key determinants including product quality, pricing strategies, brand image, durability, energy efficiency, environmental concerns, technological features and promotional influences after-sales service. The results indicate that while price and brand reputation remain dominant factors, consumers are increasingly prioritizing energy-efficient appliances due to rising electricity costs and environmental awareness. Additionally, smart features and digital connectivity in appliances significantly influence younger consumers. The study also highlights the growing importance of online platforms—product reviews, comparison websites, and social media—in shaping consumer perceptions. Trust in brand communication and peer recommendations emerged as strong motivators for purchase decisions. Furthermore, post-purchase experiences such as service responsiveness and product reliability strongly impact customer loyalty and repeat purchase intentions. Overall, this research provides valuable insights for manufacturers, retailers, and marketers to better understand emerging consumer expectations and design targeted strategies to improve customer engagement, brand competitiveness, and long-term market growth in the white goods industry.
Keywords	White goods, Consumer behaviour, Online platforms, Strategy, Product reviews
Field	Business Administration
Published In	Volume 7, Issue 6, November-December 2025
Published On	2025-12-31
DOI	https://doi.org/10.36948/ijfmr.2025.v07i06.63707

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Consumer Behavior Towards White Goods- A Study

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