Societal Groups as a Precursor of Consumer Durables Brand Selection in Indian Online Retail Market.

Prior researches have devoted considerable attention to the relationship between the Durables and Non- Durable goods and how the market is affected by their presence overall. Lack of precise understanding of the Brand selection pattern and buying habits of the consumer has often led to marketing failures. So there arises a need to fill this lacuna. In a highly segmented market of India with different races, subcultures, religions, castes, linguistic groups and geographical variations, it is only natural that significant differences' exist with regard to the selection preference of the consumers. In the present research it has been endeavoured to illustrate lifestyle of the buyers changes due to some of the factors, such as age, education, social class, income and some others factors. Every individual knows some people in the society who become their idols in due course of time and they are highly affected by their line of thoughts so owing to that they seek their opinion in every corner of life ,be it choosing the products from an online retail shops or going for the utility or durability of that product. Societal groups comprise of people that individuals compare themselves with. Since people differ in culture, society, income, demography, psychology and their psychographs in a continent. Therefore, it is very essential to understand the impact they have because of the various groups on the buying behaviour.It is an effort to understand how the societal groups effect the brand selection of durables in an Online Retail Market keeping in mind that every individual has some people around, who influence him/her in various ways. In a very simple way, it can be stated that why people buy? What they buy? From where do they buy? And why are they buying? Are the important questions which required to be studied?