A Study on Customer Satisfaction of Consumer Durable Goods with Special Reference to Washing Machines in Madurai City

Abstract

Over the past few years, there has been a significant transformation in the Indian consumer durables market. Consumer durables are considered luxury products but have now become a need for middle-class households in India. Purchase needs to provide trust, happiness, and overall satisfaction with the product. The fundamental characteristics of consumer durables are their high unit cost, prolonged lifetime, and, subsequently, less frequency of purchases. User's interactions with their family, neighbours, friends, and relatives significantly impact their purchase decisions. The market for consumer durable goods is extremely competitive and complicated and is undergoing rapid change. The demand for high-end goods like washing machines, televisions, refrigerators, and air conditioners has grown significantly along with increases in expendable income. There has been a significant change in consumer attitudes and buying habits worldwide in recent years, particularly in the Indian white goods sector. In this study, consumers' purchasing behaviours toward particular white products, such as washing machines, were analysed. The purpose of this study is to determine the variables influencing consumer decisions to buy washing machines. The data for the study was collected through a questionnaire from 50 respondents in Madurai city, and the analysis was made using a simple percentage.