INTRODUCTION

As the world's third-largest Internet population, India has a population of around 575 million people, only behind China and the United States (at 275M). Urban India has 66 million Social Media users in June 2020, and this figure is likely to rise to 80 million by the middle of 2014, according to the Internet and Mobile Association of India (IAMAI). Mohammed, R. (2001) and Karakaya and Charlton (2001); Indians are embracing the Internet at a quick rate, which clearly demonstrates the country's rapid growth. Digital convergence has opened up new marketing opportunities and difficulties as human society changes. This has resulted in the Internet playing a larger role in consumer choice making. E-Marketing, Consumer Behavior, the Internet, and Websites' Contribution to Brand Enhancement and Traditional Consumer Decision Making Processes are examined in this paper. Agriculture is included as a state concern in the Constitution of India's Seventh Schedule's list II (State list). Food products, such as edible oils and oilseeds, are now included in the Concurrent List item 33 as a result of the Constitution's 3rd Amendment Act of 1954. (Basu, 1999). The Directive Principles of State Policy, included in the Indian Constitution, emphasise the significance of government investment on agriculture. The agricultural business is beset by several issues, such as environmental instability, inadequate drainage, a lack of protection, a lack of finance, and a lack of agricultural marketing infrastructure, to mention just a few.

Agricultural marketing is India's shaky link in the food chain. Through this business, 96% to 97% of sales are made in unorganized outlets. And organized merchants in India only have a 3-4 percent market share after 15 years of reform announcements. There are several problems in the agricultural marketing industry, such as an overly-controlled business committee plan, a lengthy chain of middlemen, and a lack of governmental investment in market infrastructure. Farmers are being underpaid, which has led to a slowdown in the market. A number of agricultural marketing reform efforts have been initiated by the federal and state governments of Maharashtra in an effort to solve this problem. This study is focused on the implementation of agricultural marketing reforms in India, particularly in Maharashtra. Research also aims to examine how the vegetable value chain develops in the context of changes and their implementation via real policy interventions.

Concerning agricultural marketing, this thesis aims to explore crucial themes such as the role of online decision-making and the evolution of electronic marketing, as well as how customers make purchasing decisions.

METHODOLOGY

Primary data

For the collection of data and information following questionnaires are used were Questionnaire for homes of consumers, A survey for wholesalers, retailers, and other authorities and A questionnaire for customers to assess their level of product knowledge.

Secondary data

Other secondary data is gathered using well-known national and international publications, magazines, government bulletins, library books, published or unpublished dissertations on this subject, and other websites.

Period of the study

The analysis covers the previous five years. The rationale for picking this time period is that it is at this time that many brands of consumer durable items are introduced to the market on a large basis. Aside from that, throughout the research, consumer behaviour and marketing trends for consumer durable items have been on the rise.

Statistical tools and techniques used

The data for this study will be analyzed for purchase decisions, location of purchases, and frequency of purchases using various types of statistical methods such as tables, charts, graphs, figures, and diagrams, among others, for the interpretation and relationship between data values of the study such as percentage, average, standard deviations, co-relation, and other related tools.

RESULT AND ANALYSIS

Ownership of consumer durable products      

Table 1 shows the total number of consumers that owned and bought consumer durable items in the Chhatarpur district, including both rural and urban regions. When selecting these items, quality and pricing are highly significant considerations. In the case of television, Ghuwara village has 186 (60 percent), Chandla has 195 (65 percent), and in urban Chhatarpur areas. In the case of radio, Ghuwara village has 204 (68 percent), Chandla has 222 (74 percent), and areas such as Ghuwara has 96 (32 percent), Chandla has 108 (36 percent).

Table 1: Ownership and Purchase's of Consumer Durables in the Selected Sample Villages of Chhatarpur District (2020)


Brand familiarity

Table 2 details the brand similarity or brand familiarity of consumer durable products in the Chhatarpur district, such as the T.V. brand having too many similar or familiar names of the T.V.'s, there is the same little difference between each and every brand, which is why the respondents are to be confused while purchasing the T.V. from the market, this happens in the rural areas respondent, so many times because they are not cope with the product, Respondents from rural-urban settings who are literate are more cautious and attentive about their purchases and preferences.

Table 2: Brand Familiarities in the Rural-Urban Market of Chhatarpur District (2020)


Credit and debit cards purchase facility

Table 3 deals with the debit and credit card facilities provided by sellers to customers, which have a positive impact on the promotion of consumer durable products. The percentage of people who use debit and credit cards in urban areas is 192 (64 percent), which is quite high, and the percentage of people who use them in rural areas is 168. (28 percent ). It suggests that highly qualified and literate responders are utilising this facility to acquire long-lasting goods. It is simple to assist and beneficial to both buyers and sellers.

Table 3: Factor Influencing Purchases of Durable Products as Credit and Debit Card's Facility in Chhatarpur District (2020)


CUSTOMER'S EMPHASIS WHILE BUYING THE CONSUMER DURABLE PRODUCTS IN THE SELECTED SAMPLE VILLAGES

Table 4: Customer's Emphasis While Buying Consumer Durables IN the Selected Sample Villages of Chhatarpur District (2013)



NATURE OF INFORMATION COLLECTED BY PURCHASERS IN THE SELECTED SAMPLE VILLAGES

Table 5 deals with the price of specific brands in rural and urban areas as 150 (25%) and 75 (25%) followed by the availability of various durable products in rural area is 120 (20%) and urban area 60 (20%), then nature and information is taking into consideration as to cash discounts and rebate on purchases of the products is asked and credit facility enquired by them atleast respondents are enquired about the price of accessories as (12%) and made the purchases of consumer durable products.

Table 5: Nature of Information Collected by Purchaser in the Selected Sample Villages of Chhatarpur District (2013)


FACTORS AFFECTING ON PURCHASE AND PREFERENCES OF CONSUMER DURABLE PRODUCTS

 (A)   MOTIVATION:

Table 6: Analysis of Rational Purchasing Factor as Motivation In Selected Sample Areas of Chhatarpur District (2013)


In the above Table 6 is the analysis of the rational purchase factors motivation is made the proportion of consumer shows that there is a significant difference at 5% level of significance amongst the responses given by the respondents in the rural areas as well as in the urban area. The high motivation is urban area is 174 (58%) and very high motivation in the rural area is 223 (37.2%) but some time rural area motivation is very low i.e. 66 (11%) and urban area is 06 (2%) it means that this factor is affected on purchases and preferences of durable goods.

(B)     PERSONALITY

Table 7: Analysis of Rational Purchase Factor as Personality In Selected Sample Areas of Chhatarpur District (2013)


Table 7 analysed that the personality from rural-urban area also effects on the purchases and preferences of consumer durables in rural areas 72 (12%) personality is stable, 36 (6%) is egoistics, 60 (10%) is self-centered whereas 433 (72%) are open minded which is very high in the society. In urban 90 (30%) is self-centered, and 45 (15%) open hearted, it means that, urban peoples are more self-centered and agoistics than rural one. Therefore the marketeer known the fact while selling the durable products in the market. They more concentrate on the agoistics and open hearted peoples.

(C)    ATTITUDE:

Table 8: Analysis of Rational Purchase Factor as Attitude, in the Selected Sample Areas of Chhatarpur District (2013)


Table 8 highlights on the positive attitudes can helps to purchase and preference to greater extended, in rural areas, positive is 144 (24%), 48 (8%) negative attitude, total positive attitude 348 (58%) which is very high in the respondents to help purchases, where as in urban area 114 (38%) positive attitude converted into total positive as 138 (46%) which is high and negative attitude cannot be support to the purchases which is 36 (12%) and 42 (14%) in the urban area as well. So that the marketeer can focus on high positive respondents for their purchases of consumer durable products.

(D)    PERCEPTION:

Table 9: Analysis of Rational Purchase Factor as Attitude, in the Selected Sample Areas of Chhatarpur District (2013)


Source : Field Survey (2013)

Table 9 reveals that the rational purchase factor as perception is effects on the preferences of consumer durable products in the rural areas i.e. positive perception is 166 (28%) and in the urban areas is 96 (32%) which is high in urban area but the sometime negative perception rural area is 36 (6%) and in the urban areas 30 (10%), but total negative perception in both the areas is very less, it reflects as to significant level to aprecial in the consumer durable products purchases and preferences.

(E)    LEARNING:

Table 10: Analaysis of Rational Purchasing Factor as Learning in The  Selected Sample Area of Chhatarpur District (2013)


Table 10 reveals that the learning also effects on the purchases and preferences of the consumer durable products in the rural and urban areas of the Chhatarpur districts as such, the positive learning in the rural areas is 168 (28%), in the urban areas is 96 (32%) and negative learning in rural areas is 78 (13%) and urban is 24 (8%) only. It means total positive learning effects positively and make the purchases as more in the urban areas of the Chhatarpur district.

CONCLUSION

Consumer durable items have become an integral part of people's lives nowadays. The average person's day begins with the usage of consumer durable goods. To overcome demands in order to live a more efficient and successful life with the aid of consumer durable items. T.V., Radio, Tape-Recorders, VCD/VCR/DVD, Refrigerators, Washing Machines, Water Purifying Machines, Mixers and Grinder, Food Processors, Microwave Ovens, Air Conditioners, Air Coolers, Fans, Vaccume Cleaners, and Emergency Lamps, to name a few.