Case Study on Human Behavior
Sources for Purchase of Durables
Purchase of any commodity (durable or non- durable) is not feasible for an individual without source of income or purchasing power. As compared with non- durable items, the purchase durables are more expensive as it involves larger outlay. The sources for consumers' buying the durables in Nagaland are depicted in Table 2;
Table 2: Sources For Purchase Of Durables N=300
| Source | Television | Refrigerator |
Washing Machine | Four Wheeler | Furniture |
|---|---|---|---|---|---|
| Personal Savings |
288 * (96%) |
264*(88%) | 264*(88%) | 226*(75.33%) | 266*(88.66%) |
| Borrowed Money |
0 | 4*(1.33%) | 10*(3.33%) | 18*(6%) | 0 |
| Installments | 6*(2%) | 12(4%) | 12*(4%) | 48*(16%) | 14*(4.66%) |
| Gift | 6*(2%) | 20*(6.66%) | 14*(4.66%) | 8*(2.66%) | 20*(6.66%) |
The analysis from Table 2 depicts that personal savings are the prime sources for purchase of all the selected durables. It is evident that the highest percentage of respondents responded positively against the source, 'personal savings' for their purchases of the durables i.e. 96% for buying Television, 88.66% for buying Furniture, 88% for buying both the Refrigerator and Washing Machine and 75.33% for buying Four- Wheeler. Notably, about 48% respondents have consented that they have purchased Four-wheelers on installment basis whereas the source of ‘borrowed money’ appears to be mute in making such purchases.