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Abstract
Brands belong to the daily life of consumers who might be attached, committed or loyal to some of them creating, developing, implementing and maintaining successful brand frequency at the heart of marketing strategy. Consumers face a variety of brands all of which make functional promises. But advances in technology make it difficult to sustain a functional advantage with the result that brands competing in the same category have become functionally more similar. It is widely accepted that brands satisfy emotional needs apart from fulfilling the functional needs. The study was aimed at inducing factors of purchase decision, awareness and satisfaction level of consumers towards durable goods. For this purpose, necessary data was collected from 53 sample respondents using an appropriately designed questionnaire.