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Influence of product attributes on purchase decision of modular kitchen in Chennai city

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Author: 
Gomathy, M. and Sabarirajan, K.K.
Abstract: 

In the present scenario, the fierce competition has made the modular kitchen industry market very insecure. This paper tried to detect influence of product attributes in modular kitchen industry market in Chennai. The purpose of this study is to investigate the product attribute influence on the consumer decision of buying modular kitchen. In order to accomplish the objectives of the study, a sample of 130 consumers were taken by using convenience sampling technique. The study indicates that consumer give due consideration on product attributes while making purchase of modular kitchen. The descriptive statistics used to analyze the data. The result indicates that the product attributes makes significant difference on the customer preferences and influence purchase of modular kitchen.

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