The market situation and its outcome are becoming increasingly uncertain. In light of this scenario, organizations are becoming more and more desperate to hold customers, to retain market share and to survive. The scenario in the home appliance industry is equally challenging. The leading companies like Samsung, Videocon, Sony, LG and others by introducing brands at various price points have effectively segmented the market which has resulted in faster market expansion and penetration. Product differentiation and innovative marketing efforts have resulted in attracting more and more customers to their brands. In fact the competition in the rural market has assumed a battlefield dimension and struggles for the survival of the fittest. Therefore in light of the scenario where the marketing environment is changing at a very fast pace and the heightened aggression of the players in the home appliances in India, it is most appropriate to conduct a study on various dimensions influencing consumer’s purchase decisions regarding home appliances. Home appliances industry in India is one of the fast growing and competitive industries of the country. Read more