A STUDY ON CONSUMER BUYING BEHAVIOUR TOWARDS ANANTHA HOME APPLIANCES IN MADURAI DISTRICT

Special Issue - Innovative Commerce: Bridging Business and Computer Applications (ICBBCA-2026) PG Department of Commerce with Computer Applications, Mannar Thirumalai Naicker College, Madurai – March 2026 International Journal of Computer Science (IJCS) Published by SK Research Group of Companies (SKRGC)

Abstract

The home appliance industry plays a significant role in enhancing the standard of living in modern households by providing convenience, comfort, and efficiency in daily activities. This study analyzes consumer buying behaviour towards Anantha Home Appliances in Madurai District. The research is based on primary data collected from 73 respondents using a structured questionnaire, along with relevant secondary sources. The study identifies quality and durability as the most influential factors affecting purchase decisions. Consumers prefer appliances that offer long-term performance and reliability. The findings reveal that most respondents perceive Anantha products as value for money, balancing reasonable pricing with satisfactory quality. Customers generally express high levels of satisfaction with product performance and service support. Additionally, many respondents show a strong intention to repurchase and recommend the products to others. The study concludes that maintaining product quality, strengthening brand reputation, and enhancing customer engagement are essential for sustaining long-term growth and customer loyalty.

References

1. Arulraj, M. (2018). Consumer behaviour in Indian retail market. Chennai Publications.
2. Balasubramanian, S. (2020). Marketing management and brand strategies. New Century Book House.
3. Chandrasekaran, R. (2019). Consumer preference towards durable goods in Tamil Nadu. Indian Journal of Marketing Research, 12(3), 45–52.
4. Devi, K. P. (2021). Customer satisfaction in home appliance sector. International Journal of Commerce and Business Studies, 8(2), 67–74.

Keywords

Consumer Buying Behaviour, Home Appliances, Customer Satisfaction, Brand Image, Purchase Decision.