Consumer durable industry comprise of household appliances used for cooking, baking, cleaning, cooling, food preservation, heating and laundry appliances. Consumer durable industry is progressing at a brisk pace as the demand for the products is continuously on the rise. With rising level of disposable incomes and the need for both partners to work makes it necessary to go for consumer durable products. Available of credit facility and various models to suit various needs and budgets also contribute significantly to the growth of this industry. There was a period when consumer durable items were considered luxury, but now, it has become an essential commodity in every house hold. As with any other industry, consumer durable industry has become highly competitive and innovation is the name of the game. Manufacturers of white goods are hard pressed to differentiate and thus are forced to introduce feature-rich products. They develop innovative and new features every now and then based on thorough study of consumer perception. The survival and success of any white goods brand is dependent on factors such as aesthetics, performance, durability, price and self-esteem. How it relates to the self-image of the customer is also a key consideration that White Goods manufacturers need to fulfil. Primary data has been collected from the consumers who own the white goods – Refrigerator in Chennai city by giving a structure of the 13 questionnaires mainly . Secondary data has been collected from various published and reliable sources including Journals, Magazines, Reports, Books, Dailies, Periodicals, Articles, Research Papers, Websites, Association Publications, Manuals’, Company annual reports and Booklets, etc. A convenient sample of 110 consumers who owns white goods Refrigerator was chosen for the study. This study concludes respondents prefer usability, quality, uniqueness, type of refrigerator, power consumption, etc. The study could enable to understand the users’ view and expectations based on the utility of refrigerators and also the manufacturer could be able to fulfill the need of the respondents according to their preferences and perception. Hence these study inferences exhibit the users’ perception of refrigerators in Chennai market.
White Durable Goods, Consumer Perception, Refrigerators, Self Esteem.