Pre-Purchase Information Search Process and Sources for Purchasing a New Refrigerator for Family Use in Non-Metro Towns

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The study of literature available till now, has revealed that the factors influencing purchasing intent of refrigerators, can be broadly classified into external and internal. External factors influence the buying patterns of a consumer from outside, whereas internal factors influence them from within.

Internal-

There are certain internal factors that have long term impact on the purchase decision of refrigerators. Some respondents were of the opinion that at times they end up buying a refrigerator even though they do not really need one. Hence need could be physiological or esteem. Personality is also a factor as a person who is more open to experimenting would have a different pattern of purchase than one who likes to play safe. A lot matters on how much a consumer resonates with a particular brand. The more one resonates the more is the brand loyalty and emotionally connect with the brand.

External-

Studies say demographics is one of the influential factors that affects the buying pattern of a consumer. Depending on location and type of city consumers have different budgets. Media is something that is present all around us constantly influencing consumers in a positive or negative way about a particular brand. Facebook posts for instance give first-hand experience of others consumers. Social class, family size, sub culture form a part of deciding factors which size of refrigerators to purchase or the cost limit of purchase. Many respondents have said they have many a times purchased a refrigerator beyond their financial capacity just in order to maintain the social class. Some respondents admitted that they become biased towards a particular brand of refrigerators as it’s been endorsed by their favourite celebrities.

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External Factors Affecting the purchasing decision of Refrigerator

There are numerous factors that affect the purchase decision of Refrigerators. Further to our Market Research we have found the below parameters’ as the most crucial ones.

- Demographic Details – Based on the location of the housing society people have a set defined budget in mind for Refrigerator. For Tier 1 cities the amount is much higher as compared to Tier 2 and Tier 3 cities.

- Media – Mass Media is used as on the primary tools prior to purchasing a refrigerator. With the digitization boom, consumers are well connected and take informed decisions based on information they receive on sources such as Facebook and other various other platforms.

- Indian Culture- People usual purchase products such as refrigerators during auspicious days as per the Indian culture. When it comes to colors, it is seen that vibrant colors are preferred to standard black and white.

- Subculture – The entire look and feel of the Refrigerator usually depends on the sub culture of the buyer. For example, non-vegetarians would prefer a larger deep freezer and vegetarians on the other hand would want more space in the vegetable tray.

- Family/ Size of members – When it comes to family members, it is seen that the spouse plays the role of an influencer. The size of the family usually decides the volume of the refrigerator purchased.

- Social Class – The recent trend of modular kitchens has had an impact on the purchase decision of refrigerators. Due to the entire design and décor, consumers pay a higher price just for the style quotient. The neighbors and extended family members also play a role of a reference group.

- Celebrity and Opinion Leaders- Purchase is influenced by Salesmen in showrooms, if the salesmen are professional and polished then it is seen that the consumers are influenced to increase their money spent. As for brand Ambassadors, celebrities also play a very important role as opinion leader and usually motivate consumers to have a bias for a particular brand.

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Internal Factors Affecting the purchasing decision of Refrigerator

The internal factors influencing the purchase behaviour of the Refrigerators are:-

- Need for the Refrigerator.

Refrigerator is a utilitarian product and its need is mostly just physiological.

High end refrigerator purchases are mostly driven by self-esteem needs of the customers

- Buyer’s Personality.

Buyer’s personality influences the buying decision. Stylish products are more likely to be bought by extrovert person and innovative products are more likely to be bought by risk takers

- Buyer’s Involvement

There is high involvement of buyer when it comes to the purchasing decision. Generally customers consult their relatives and friends and involve in a discussion and go with the reviews. Also customers compare the features among different brand before buying.

- Buyer’s Motivation.

The manifest and the latent motives both play an important part in the buying behavior of the refrigerator. Sometimes customer also buys it just because of the feeling that the house is incomplete without a refrigerator.

- Buyer’s Emotions associated with buying Refrigerator.

The buyer who is a pleasure seeking guy may be interested in a product which goes by his/her style statement along with fulfilling the needs of his family and also has hassle free after sales service.

- Buyer’s Attitude towards the Refrigerator or the brand.

Some common attitude also impacts the buying behavior of the customers like the double door refrigerator is considered more useful than single door refrigerator, high priced refrigerator have more features and better than the lesser priced ones and also its very difficult for the companies to attract the customers who are loyal to a different brand.

- Buyer’s Self-concept.

Most of the time the purchasing behavior is driven by the self-concept of the customer in which the buyer buys according to his private self and ideal social self-concept. Sometimes the buyer wants to buy a product which is value for money, sometimes a stylish product is preferred by the buyer.

- Lifestyle of the buyer.

Economic refrigerators will be more preferred by the customer who has a simple