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Abstract
The consumer is known to be the king today since it has the exclusive power tocreate cutthroat competition amongst the marketers. Studying consumer behavior is an important part of marketing strategy. Today purchase intentions of the consumers depend on various factors such as globalization and internet marketing. Customer choices are quite distinctive from others; hence marketers cannot expect similar behavior from all their customers. This study aims to recognize the socio brand preference and sources of information which affect the consumer decision for the purchase of durable items.