EFFECT OF PUBLICITY ON BUYING BEHAVIOUR OF DURABLE CONSUMER GOODS IN NAGPUR CITY

The objective of present study is to investigate the effect of publicity on consumer behavior of Durable Consumer Goods in Nagpur City (N = 800). This paper aims to explore the role of publicity on attitudes towards buying behavior. A questionnaire has been prepared to evaluate the impact of advertisement. The sample was chosen from Consumers of Durable goods, belonging to different age and income groups. In all 3 important brands have been taken into consideration. Interviews were conducted in respect of their co-relations with publicity. These results obtained from data analysis has shown the preference and choices to influence the consumer buying behavior. Publicity plays very important role to affect any high or low income group, but expensive products and the repetition of advertisement did not affect the consumer buying behavior. The most preferred brand is Whirlpool followed by Godrej. Consumers were attracted and influenced by publicity in different media.