Buying Behaviour is the decision process and acts of people involved in buying and using products. The perception of the most consumers is that the relatively high price is a sign of good quality. A popular belief is: "you get for what you pay for". Therefore consumers tend to believe that high price is an indicator of better quality. Although many studies conducted on price - quality relationship have supported this belief, it is necessary to find the relationship to be product specific with quality among the consumers. The book Buyer Behaviour towards Price and Quality written by me has given clarity to the concept. This study aims to analyse the buyer behaviour in the context of price & quality on Durable product, Semi-durable product & Non durable product. This study may help the manufactures to modify their product quality according to consumer's expectations and also increase the sales. It has reviewed all relevant literature relating to the topic. Besides it has developed a strong theoretical base for the concept. The rest part of the book is based on research study conducted in Pondicherry.

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Mr. P. Ashok kumar, M.Com, M.Phil, (NET), working as a Project Fellow, UGC-MRP, Commerce Wing, DDE, Annamalai University. He has published 17 articles in Journals of National and International repute. He has presented 30 papers at various National and International Conferences. He has participated 8 Workshops in various institution.