Global Journal of Management and Business Research: E Marketing Volume 14 Issue 5 Version 1.0 Year 2014 Type: Double Blind Peer Reviewed International Research Journal Publisher: Global Journals Inc. (USA) Online ISSN: 2249-4588 & Print ISSN: 0975-5853 Factors Influencing Consumer Buying Behaviour: A Case Study By E. Thangasamy & Dr. Gautam Patikar Nagaland University, India Abstract- Globally, the term, ‘marketing’ is not a new phenomenon. It has become the focal point of any business. No commodities can move from a production point to a consumption point without putting the marketing machinery at work. The consumers aim at attaining optimum consumer surplus, be it durables or non-durables, while making such purchases to satisfy their wants. Conversely, the marketers do constantly strive for maximization of profit margin for their survival and growth in the long run. These twin paradoxical ends (producers and consumers) must reach a compromise at a point entailing a profitable and satisfactory exchange of goods. For this reason, the marketers do continually rely on research studies about the dynamic consumer behaviour to position their product planning and development strategies to meet the requirements efficiently. There are innumerous factors inducing their buying behavior of consumers even in brand preferences of durables. This complex consumer buying behaviour does, therefore, necessitate a critical investigation by the researchers in every nook and corner of the world. In India, many studies have been undertaken by various researchers on varied products in fits and starts. Keywords: consumer buying behaviour, nagaland, durables, marketing mix, decision making process, brand preferences. GJMBR-E Classification: JEL Code: E29, M30 FactorsInfluencingConsumerBuyingBehaviourACaseStudy Strictly as per the compliance and regulations of: © 2014. E. Thangasamy & Dr. Gautam Patikar. This is a research/review paper, distributed under the terms of the Creative Commons Attribution-Noncommercial 3.0 Unported License http://creativecommons.org/licenses/by-nc/3.0/), permitting all non- commercial use, distribution, and reproduction in any medium, provided the original work is properly cited.