Brand Preference of Consumers towards Selected Consumer Durables: A Case Study of Tinsukia Town

Understanding consumers’ choice regarding purchase of any goods and services is a difficult task. The task becomes even harder when it comes to consumer durables. So it is important to know the factors affecting brand preference of consumer durables. The present study has been conducted in Tinsukia town taking 371 households as the sample. Quota sampling technique is adopted for study.