Impact on Consumer Cognitive Buying Decision Towards Domestic Solar Power Technology with Reference To Tamilnadu

Abstract

Consumer consumption pattern has changed due to rapid economic growth resulting in environmental degradation through over consumption and utilization of natural resources. Hence, shift towards more sustainable consumption patterns is required. Consumers can reduce impact on environment by their purchasing decisions. This concern has induced the marketers to develop solar marketing strategies with Solar Products that would cause less damage to the environment. It is ultimately the consumers who have to co-operate for the sustainability of solar marketing practices. Thus, in the present study, an attempt has been made to study cognitive decision making of consumers towards Solar Products in Tamilnadu. The study is based on both primary data and secondary data. Primary data have been collected from 120 consumers using questionnaire. Judgment sampling was used. Secondary data sources include information from journals and websites. Percentages and factor analysis have been applied for analyses.