Abstract:
Consumers’ decision-making process was based on their evaluations of the multiple attributes
associated with the product. Now all products are in a competitive market, consumers require an
understanding of the critical dimensions and cues that consumers use to judge a product.
The paper assesses the current state of Consumer Market Purchase Decision on five durable goods
and addresses two research objectives: first, develop the most influencing attributes of consumer
decision for durable goods and second, conduct a process-tracing and naming key factors affecting
consumers’ judgment processes.
Convenient sampling technique was used in the sample selection. Responses were collected from 500
customers from Jaffna city. The study was based on primary sources, a questionnaire containing 30
items. This paper presents a Factor Analysis approach to the problem of extracting the influences on
Consumer Market Purchase Decision for durable goods. To further analyze the reliability of the data,
Kaiser-Meyer Olkin (KMO), Bartlett Test of sphericity and correlation matrix were conducted.
Results indicated that valid consumer influences were six factor component s: Quality, personal,
price, psychological, brand name and product support services. This research further revealed that
customers had more emphasis on the Quality than other factors. However, next in importance was the
personal factor. Third important factor was price. Further psychological factor was also the next
influencing factor and another important weightage was given to the brand name. Finally product
support service aspects also influenced on the consumer decision making. Therefore, it can be
concluded that considering above attributes which influence Consumer Market Purchase Decision for
the analysis, successive marketing and long term sustainability for products can be planned.
