The Perception of Women Consumers on Buying Behaviour with Reference to Vellore District of Tamil Nadu, India

This paper portrays the perception of buying behaviour, factorsof product preferences and product switch-over amongwomen consumers in Vellore district of Tamil Nadu. To conductthis study, 300 respondents from 20 village blocks of Velloredistrict were selected using stratified random samplingas the technique and descriptive sampling as the design. The study came out with interesting results and conclusions. It was found that more than half of the respondents werepurchasing the product without a bill. It was also found thatthe respondents who repaired their product in the authorizedservice centre during warranty period did not continuethe same after the warranty period and preferred nearbyrepair shops. It was further found that more than half of therespondents were checking expiry date and quality standardswhile purchasing a product. The study’s scope was limited towomen consumers at Vellore district. It could be used for furtherresearch in other aspects such as gender comparison inVellore district and comparison with other districts of TamilNadu and other states of India. It was suggested that thereis still a necessity to upgrade the standard of the people inmany aspects like education, occupation and level of income,which shall help them to compete with the neighboring citieson living standards.