| Decision rule for evaluation criteria in purchase of durables-dominant rule adopted |
Urban WW Consumers |
Rural WW Consumers |
| White Goods |
Brown Goods |
White Goods |
Brown Goods |
| Conjunctive rule(non compensatory) |
18.97 |
10.68 |
17.86 |
14.81 |
| Elimination by aspects rule(non compensatory) |
31.21 |
26.81 |
28.95 |
20.74 |
| Disjunctive rule(non compensatory) |
5.36 |
14.84 |
7.62 |
11.86 |
| Lexicographic rule(non compensatory) |
8.24 |
16.26 |
6.73 |
13.44 |
| Compensatory rule |
34.87 |
29.58 |
31.21 |
30.69 |
| Heuristics/Thump rule |
1.35 |
1.83 |
7.63 |
8.46 |