A Conceptual Study on the Factors Influencing Consumer Buying Behaviour towards Indigenous White Goods Brands

Abstract: The white goods markets, which includes appliances like refrigerators, washing machines, and air conditioners, microwaves have traditionally been dominated by global brands. However, indigenous brands are gaining more attention in emerging markets and understanding what drives consumers to choose them is essential. This paper presents a conceptual framework to explore the key factors that influence consumer buying behaviour towards indigenous brands in the white goods sector. The framework combines insights from consumer behaviour highlighting factors such as product quality, price, aſter-sales service, cultural relevance, and national pride. It also looks at how trust, perceived service quality, and brand loyalty play a role in the decision-making process. By offering a comprehensive understanding of these factors, the study aims to provide valuable guidance for marketers and policymakers in promoting indigenous brands. The study shed light on the challenges, opportunities and future outlook of white goods in indigenous brands. This framework also suggests future research areas to validate these factors and improve indigenous brand strategies.

White Goods, Indigenous Brands, Consumer Buying Behaviour, Brand Loyalty, Consumer Trust

1. Bharathi, D., & Dinesh, G. P. (2018). General buying pattern of women consumer towards consumer durables. Journal of Emerging Technologies and Innovative Research, 5(8), 397–401. [Google Scholar] [Crossref]

2. Chakraborty, R., Das, A., & Mitra, S. (2020). Consumer perception towards indigenous brands in emerging markets. Journal of Consumer Behaviour , 321-335. [Google Scholar] [Crossref]

3. Gajbe, G., Nagdive, & S.J. (2022). An analytical study of consumer behavior about promotional strategy adopted ban analytical study on consumer behaviour about promotional strategy adopted by marketers with special reference to electronics durable goods in nagpur. International Journal of Advanced Research, 909-914. [Google Scholar] [Crossref]

4. Kotler, P., & Keller, K. (2016). Marketing Management(15th ed.). Pearson EDUCATION. [Google Scholar] [Crossref]

5. Kumar, V., & Roy, A. (2021). Competitive stratigies of domestic appliances brands in India. International Journal of Emerging Markets, 235-248. [Google Scholar] [Crossref]

6. Kushwaha, B. (2015). The impact of influencing factors on purchase decision of consumer durable product. International Journal in Management and Social Science, 375-386. [Google Scholar] [Crossref]

7. Madhavan, M., Kaliyaperumal, & Dr.C. (2015). Consumer Buying Behaviour -An Overview Of Theory and Models. Journal of Humanities and Social Science, 1(1). [Google Scholar] [Crossref]

8. Maradi, M. (2017). Consumer Behaviour on Consumer Durableswith Special refrence to Bijapur District . Social Science Research Network. [Google Scholar] [Crossref]

9. N., Ramya & Ali, Dr. (2016). Factors affecting consumer buying behaviour. International Journal of Applied Research 2016; 2(10): 76-80 [Google Scholar] [Crossref]

10. Pal, i. B., & Kumari, P. (2023). Consumer Buying Behaviour towards Online Shopping: anempirical Study on Patna City, Bihar, India. JOURNAL OF BUSINESS MANAGEMENT AND INFORMATION SYSTEM, 4-9. [Google Scholar] [Crossref]

11. Patel, M., & Srivastava, R. (2022). Role of national identify in consumer brand choice in India. Journal of Retail and Consumer Services, 65,102865. [Google Scholar] [Crossref]

12. Ramya, N., & Ali, M. (2016). Factors Affecting Buying Behaviour. International Journal of Applied Research, 2, 76-80. [Google Scholar] [Crossref]

13. Rao, A., & Joshi, M. (2020). Impact of Make in I ndia on consumer buying behavior. Indian Journal of Marketing, 50(3),30-42. [Google Scholar] [Crossref]

14. Roopa, J. (2014). A Study on Impact of Advertising on Consumer Behaviour with Specific Reference to Consumer Durables. Asia Pacific Journal of Management & Entrepreneurship Research, 3(1),220. [Google Scholar] [Crossref]

15. Shimp, T., & Sharma, S. (1987). Consumer decision-making in high-involvment products. Journal of Marketing Theory and Practices, 27(1),59-72. [Google Scholar] [Crossref]

16. Shrivastava, K. K. (2024). The Role of Price, Quality, and Brand in Consumer Perception of Durable Goods in Online Shopping: A Study in Chhattisgarh. Integrated Journal for Research in Arts and Humanities . [Google Scholar] [Crossref]

17. Talukdar, R. (2019). Pre-Purchase decisiopre-Purchase Decision making behaviour of Households for the selected Consumer durablesgoods. Asian Journal of Management, 241-247. [Google Scholar] [Crossref]

18. Tim, Copper. (1994). The Durability of Consumer Durable. Business Strategy and The Environment, 3(1),23-30 [Google Scholar] [Crossref]

19. Verma, R., & Bhattacharta, D. (2021). Brand equity challenges for local players in the Indian appliance market. Asian Journal of Business Research, 11(1),112-125. [Google Scholar] [Crossref]

• Exploring the Concept of Generative Artificial Intelligence: A Narrative Review
• Design, Development, and Evaluation of a Critiquing-Based Mobile-Web Employment Recommender System
• Integrating Bhagavad Gita Principles with Modern Supply Chain Management: A Framework for Ethical and Resilient Operations
• Soilless Indoor Farming: A Systematic Review of Iot-Based Monitoring Systems and Physiochemical Characterization Methods for Lactuca Sativa
• Financial Awareness: A Survey of Students in Bhopal