Review of Literature

The review of the earlier studies and the observations of the researchers help in
evaluating the strength and weakness of the concepts used earlier. As a result, it is a
prerequisite review those studies and specifies appropriate concepts as applicable to
the present study.

P.Sathya (2018) conducted a study of “purchase behaviour of consumer durable

goods”. The study found some important factors for influencing the purchase
decision of consumer durables and they are price of product, guarantee and
warranty associated with the product, brand image, service obtained by the product
after use of these goods. Again, information obtained from various sources, also
found as influencing factors for purchasing these goods. Reena Malik, Vikas
Bhargaw (2019) conducted a study on “determinants of brand loyalty: A study of
electronic products users in India”. The study found some important dimensions of
brand loyalty among the user of electronic products in Indian market by the major
players in the market. The results of the study show that the customers are loyal to
the brands if their perceptions regarding service quality of the brand are fulfilled.
Nayana and Asha G (2017) conducted A Study on “The impact of advertisement on
brand preference in the consumer durables of kerala”. The study found that age,
gender, region, education, occupation, and income were statistically significant in
predicting the attitude towards advertising, consumer behaviour and brand
preference for consumer durables. Dr. Archana and Dhiman Kuvad (2017) this study
was conducted in Gujarat state. Retail sector in India has been growing fast in last
decade. Foreign investment, global economic condition, and new economic policies
that reason modern retail have take place. Shopping malls are rapid growth in tier I
and tier II cities also. This study tells about the consumer behaviour in shopping mall.
TekluGeremew, DejeneTariku (2015) Distribution Channel System Functionality: A
look at the practice of some selected Fast Moving Consumer Goods (FMCG) in
South West Ethiopia Studying on distribution channel system is eminent as it adds
time and place value to customers. Fast moving consumer goods (FMCG) pass
through different channel paths and these channel members perform different
distribution channel functions. The goods considered in this study are cooking oil,
sugar, and wheat flour. The study tried to look the network of distribution channel in
three different area. The study followed exploratory and descriptive research design.
James U. Mcneal, Chyon-Yeh, (2016) have searched that examining ―Tolerance for
Unethical Consumer Behaviour Provides a Key Insight to how People Behave as
Consumers Worldwide‖. In this study, consumer reactions to unethical consumer behaviour
scenarios are investigated using sample data from Austria, Brunei, France, Hong Kong, the
UK, and the USA. Nationality is found to be a significant predictor of how consumers view
various questionable behaviours. Gender is not a significant predictor, while age and
religious affiliation are found to be significant predictors of consumer ethical perceptions.
Krishna Mohan Y. and Naidu, (2015) have identified ―An Evaluation of Consumer
Awareness in Rural Markets‖. This paper deals with the extent of awareness in rural markets
of India. It presents the ― Gold‖ available in this steadily growing market which has been
going great guns since the 1980‘s and now bigger than the urban market for both FMCG‘s.
and durables, the former with 53 per cent share and the latter with 59 per cent of total
market. Ashish kumar, Poonam Gupta (2015) made a study entitled, “To analyze consumer
buying behavior and preferences in the home appliances market of Haier”, A survey of the
people has been conducted to know the liking pattern of the products of the company Haier.
It is observed that overall people like to purchase Samsung brand rather than Haier. It is
concluded that mostly people preferred Samsung due to its price, quality, technology and
image and also due to the after sales service provided by the company. It is thus concluded
from the facts collected that mostly people prefer to buy due to the attractive schemes and
discounts given by the companies.

Review of earlier studies discloses the works and studies done by individual researchers and
institutions and help to establish further the need for the study. Durable products like
television, mobile phone and electric fan are essential items in our daily life. They
cannot be taken away from us. Without these three durable products, we cannot pass a
day. Reports of surveys undertaken by the government and the non government agencies
provide very useful information to the research process. Various studies related to consumer
behavior, rural marketing and urban markets have been conducted by different social
scientists at micro as well as macro level in India and abroad. While there has been much
literature available about the customers, it is found in the study that the marketing of
consumer durables is of recent development. An attempt has been made in the study to
review the earlier studies relating to marketing specifically rural and urban consumer
behavior and of customer care on durable products.