This book attempts at understanding the purchasing behaviour of consumers towards durable products in India, with special reference to colour television sets. Analyzing the dominant sources of information used at different stages of decision-marking process, it finds out the factors that influence the purchase decision, brand selection and store selection.

Further examining the consumers’ perception regarding the usefulness and reliability of different sources of information, it studies the patterns of search strategies used by the consumers, the socio-economic characteristics affecting the buyers’ tendency to search, and the images of the dominant brands. It also summarizes the various models of consumer behaviour such as Nicosia model, Howard Sheth model, and Engel-Blackwell-Kollat model.