Published Paper Details:

The concept of PPCR (Post Purchase Consumer Regret) is gaining more importance in the modern day's consumerism. The PPCR is directly related to the consumer regret as well as consumer satisfaction. In the era of digital evolution, the electronic goods are being appealing by the buyers for its day-to-day requirements. However, the market dynamics with regard to the white goods (Home appliances) like stoves (British: cookers), refrigerators, freezers, washing machines, tumble driers, dishwashers, and air conditioners and consumer electronic goods, the shelf life of the goods is quite less, which compels the customer for frequent association and buying behaviour. White goods are major household appliances and may include air conditioner, dishwasher, and clothes dryer, drying cabinet, freezer, refrigerator, kitchen stove, water heater, washing machine, microwave ovens and induction cookers. During the course Covid-19 pandemic, it is estimated that the white goods industry in India reached US$13.66 billion in the financial year 2021 alone. Out of this, the largest market share belonged to Air Conditioners, Refrigerators and LED products.