Life Style Dimensions and Brand Preference of Consumers-A Study with Reference to Durable Products in Cuddalore District

Abstract

Life style of consumers depends on the product needs and preference patterns of consumers of durable products in the world.  Life style is not an independent phenomenon but it depends upon the demographic characteristic of consumers.  Life style changes over the time and it made deep in roads in any marketing areas globally.  The globalization and privatization of Indian economy brought a tide of western life style and attitudinal changes among the consumers.  The international brands are now competing with indigenous local brands simultaneously increased more expectation from consumers.  The rapid changes in the customers psychology is completely based on the volume of brand over choice.  The consumers are battled with the availability of similar brands and confused by the offers and gifts offered to them during the purchase of durable products.  The present life style is responsible for the heavy competition among the marketers.  Planning their strategies economy and attract them magnetically through celebrities.