Most of the purchases of consumer durables like T.V., cars, refrigerators, cooking range are fully planned. Similarly purchases of durables like house property, insurance policy are fully planned. They are normally purchased after proper evaluation of the product. In these cases consumer decides in advance what product model and what brand he will buy. The author survey in Delhi suggests that 90 percent of purchases of durables and consumer durables are fully planned.
The next category of purchases is daily consumption items for which a list of products to be purchased is decided before visiting a shop or a store i.e. shopping list is decided before stepping out of the house. But very often the brand is decided at the shop after looking around; only in few items the brand is also predetermined but the decision sometimes is changed after visiting the shop/store on the recommendation of the retailer/shop keeper or by seeing the product.
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