Consumer Behaviour of Class Iv (Four) Salaried Household (With Special Reference to Semi Urban City Of `Jalna (Ms))

Abstract Consumer behaviour is a critical area of study in economics and marketing, reflecting the decision-making processes that individuals and households follow before and after purchasing goods. This paper examines the consumption patterns of Class IV salaried households in the semi-urban city of Jalna, Maharashtra. Based on an empirical investigation of 100 respondents, the study analyzes pre-purchase and post-purchase behaviours, factors influencing brand selection, and preferences regarding durable goods. Findings reveal that quality and price are the most important determinants in purchasing decisions, while brand consciousness remains relatively low among this class. A significant proportion of respondents prefer unbranded but quality products and rely on credit purchases due to financial constraints. The study also highlights the influence of word-of-mouth communication, advertisements, and showcase displays in shaping consumer choices. Overall, the research concludes that Class IV salaried households are value-oriented, quality-conscious, and highly cautious in their spending behaviour, with limited emphasis on fashion or brand status.