© 2021 JETIR July 2021, Volume 8, Issue 7 www.jetir.org (ISSN-2349-5162) JETIR2107176 Journal of Emerging Technologies and Innovative Research (JETIR) www.jetir.org b362 Factors Affecting Consumer Attitude Towards Durable Goods Vipin Rawat Research Scholar Jiwaji University, Gwalior Dr. S. S. Bhakar Vice Chancellor, ITM University, Gwalior Abstract: Examination of factors affecting consumer attitude is interesting area of area of research for the academicians and researchers. Understanding of consumer attitude and the factors which affect the attitude is very important for marketer and researcher that how consumer react towards durable goods. The objective of this study is to investigate demographic factors which may affect consumer intention. This study is based upon primary data collected from the help of questionnaire. Sample of 314 respondent living in different geographical area of Madhya Pradesh has been taken for the purpose of analysis. Questionnaire with seven point Likert scale and well-structured used to collect the data. Our finding indicated that significant impact of various demographical factors on the purchase intention of consumer. Keywords: Consumer Behaviour, Decision Making, Purchase Intention, Likert Scale Introduction: Indian economy is rapidly growing economy around the world and contribute a large portion in the world GDP. Indian economy will grow faster than China in near future (Ghate and Robertson 2016). All these kind of news and projections always attracts foreign player towards Indian market. India is rapid growing market of the durable goods including electronic goods, Motor vehicles and many more. Indian government also promoting its various schemes to attract manufacturing and sales (Khan, 2015). Durable goods accounts for 40% of total spending of consumer. Now companies cannot be dependent upon push strategy. They have to apply pull strategy which mean consumer has to be attracted towards the product of companies. Companies need to understand consumer demand and need (Robertson, 2016). Preference of consumer dependent upon various psychological and demographical factors. Consumer prefer to purchase product according to their age, sex, income and education (Prakash 2011). Consumer behaviour consist of acquiring, use of goods and service which leaded by a particular decision making process (Engel et al. 1986). Study of consumer attitude towards the product is very important to every marketer to make the marketing strategy. Demographical factors always influence the behaviour of consumer and plays an important role in decision making regarding choice of product. Attitude is considered to be highly related with the buyer intention and thereby the intention of buyer can be predicted (Ajzen and Fishbein, 1980).