51323, 845 PM DocPlayar Asia Pacific Journal of Research Vol: |. Issue XXXII, October 2015 ISSN: 2320-5504, E-ISSN-2347-47 G Asia Pacific Journal of Research AA peer reviewed international Journal Online-E-ISSN 2947-4793 AN ANALYSIS ON PURCHASE BEHAVIOUR TOWARDS SELECTED WHITE GOODS Dr.K.T-Kalaiselvi'*~ and Dr.D.Muruganandam’ Assistant Professor, Department of Management Studies, Erode Sengunthar Engineering College, Thudupath, Erode - 638057, Tamilnadu, India. ‘Associate Professor, School of Management Studies, Kongu Engineering College, Perundurai, Erode - 638052, Tamilnadu, India. *Corresponding author ABSTRACT Consumer durables have emerged as one of the fastest growing industries in India. Once perceived as Iuxury items, consumer durables today have become as an indispensable tool of everyday use for the Indian middle class. The largest contributing sector among durables is white goods, also known as consumer appliances, like air conditioners, refrigerators and washing machines. Consumers’ attitude and preferences have been vastlv changing all over the world for the past a few years particularly in the Indian white goods market due to the erary of foreign brands which create heavy competition as well as broad choice for buyers Every marketer is constrained 10 find out factors for which buvers give much importance and how far they are satisfied with these factors. This research examines the purchase behaviour and attitude of buyers towards selected white goods such as refrigerator, washing machine and air conditioner. The research is descriptive in nature and data were collected through structured questionnaires with the sample size of 517. The study has been done in Erode district, Tamil Nadu in India. The main objectives of the study are to find out factors which influence buyers for the purchase of culled white goods and the importance given for selection of retail outlet for their purchase. The satisfaction level of the consumers towards the products, their experience in the retail outlet during the purchase and afier sales service seems to be optimistic. Keywords: Consumer; white goods; product; service; purchase behaviour INTRODUCTION Consumption trends differ from similar income households in urban areas to rural areas significantly. The biggest attraction for Multi National Corporates is growing in Indian middle class (Gupta, 1996). Before the liberalization of Indian economy. in Indian white goods markets, reputed companies like Godrej, Videocon, Kelvinator, BPL, Voltas and Allwyn had the major market share. After liberalization, many foreign players like Whirlpool, LG, Sony, Samsung, IFB, and Aiwa had entered into the market. This opening created a dramatic Page 80 Iitpssidocplayer.ne101338498-An-analys's.on-purchase-behaviour-owards-selected-white-goods html um51323, 845 PM DocPlayar Asia Pacific Journal of Research Vol: |. Issue XXXII, October 2015 ISSN: 2320-5504, E-ISSN-2347-47 change in the white goods market (Jeyakumar, 2010). The market has been changing and showing extraordinary business opportunity for long time, The growth in recent years has been obtained from several factors such as retail boom, growing disposable income and availability of easy finance schemes. Indian rural markets are expected to grow faster than urban markets (Tara Saini, 2012) Now a-days the white goods market in India faces a big challenge due to the factors such as: changing lifestyles, introduction of nuclear families, easy financing schemes, entry of Multinational Corporations with global network, technological advancements, emergence of double-income families, higher disposable income, greater product awareness and increase in global temperature. NEED OF THE STUDY In modern days, more households have two working adults (husband and wife) who do more or less their household tasks at night after work. So, both refrigerator and washing machine have become an inseparable part of every household. In a hot climate country like India, air conditioning has become a need of modern day life in contrast to its earlier perception as a luxtiry product. The purchase of these house hold products needs high involvement and has great influence on buyer behaviour and their way of living, This study helps marketers understand the decision making at the choice of the buyers and develop appropriate marketing programmes in order to enthrall the consumers. REVIEW OF LITERATURE Ram and Hyung-Shik Jung (1991) studied the effect of product usage on consumer satisfaction in the perspective of consumer durables and illustrated three dimensions like usage-usage frequency, usage function and usage situation and found the impact of these usage dimensions on the satisfaction. The specific dimensions of usage disconfirmation, which influence satisfaction, varied with respect to products. Seema Gupta and Chundawat (2002) observed the roles played by family members and the social influence on purchase of refrigerator and found that females of the house were found to be playing a significant role in demand initiation and husband took the final decision in the purchase of refrigerator. Venkatarama Raju and Saravanan (2005) made a note that consumer behaviour was the first and foremost requirement for a successful formulation and implementation of marketing strategies. The study of consumer behaviour involves the process of identifying i. when consumers purchase ii. what they purchase iii. where they purchase iv. how much they purchase v. their buying habits and why they purchase. Barry Bayus (2006) made an attempt to identify prime prospects and developing targeted marketing strategies for durables using a set of home appliances. Ashok (2007) examined the influence of micro factors which are within the organization and macro factors which are outside the organization. The product attributes of technological superiority, brand name and the utility of the products have immense influence in purchasing decision. Among all policies of sales promotions, attractive price, exchange offers and free gifts have enormous influence on consumers’ purchase. Mohanram and Mahavi (2007) found that teenagers were influenced by updated information of the product and collected information from different dealers on various aspects like price, technology, etc. and influenced by peers compulsion and sales talk of the dealer. In respect of promotion mix, various sales initiatives like store visits, stores display and other sales promotion efforts attract the teenagers very much. Sudharsana Reddy and Rajalashmi (2007) revealed that the electronic industry was in its nascent stage of development till 1970. In the Age of Globalization, it is one of the fastest growing industries in India. They analysed the buyer behaviour in microwave ovens and found that all buyers have by nature, different tastes, likes and dislikes and adopt different behaviour pattern while making buying decisions. Anand Thakur and Hundal (2008) suggested that both rural and urban consumers differed in their perception about washing machine as an item of necessity. The urban consumers were highly influenced by the washing machine Page 81 hitpssidocplayer.ne101338498-An-analys's.on-purchase-behaviour-towards-selected-white-goods. html am51323, 845 PM DocPlayar Asia Pacific Journal of Research Vol: |. Issue XXXII, October 2015 ISSN: 2320-5504, E-ISSN-2347-47 compared to rural and preferred to put them in ‘necessity’ category. Mumtaz Ali, Jing Fengjie and Naveed Akhtar Qureshi (2010) provided a detailed view of the consumers’ way of thinking and investigated the degree of association of six factors like price, family structure, country of origin, age, culture and advertising on buying behaviour of goods and services. From the study it is understood that price becomes associated with product. Minakshi Thaman and Priya Abuja (2010) analysed the consumer behaviour in the purchase of television, reftigerator and food processor with reference to income level. Buying motives differed in various income categories. Amutha and Nasrin Sulthana (2011) have said that that the attitude of people in Chennai city has become changed due to various reasons such as updated technology, improved status and influence of reference group. Advertisement is nothing but an important sales promotion strategy. From the findings of the study among lower income groups: Price was a major consideration and in middle income group, brand reputation was one of the most important influencing factors. Anilkumar and Jelsey Joseph (2012) analysed the consumer purchase behaviour of urban and rural working women consumers towards durables and opined that the urban and rural markets significantly differed from each other in considering general and product-specific factors while making their purchase decisions for durables. ‘The change of consumer attitude and preferences has been occurring over the world for the past a few years especially in the white goods market. The entry of foreign brands created a heavy competition. Every marketer is constrained to find out the factors for which the buyers are giving more importance and their satisfaction level also. Without such an understanding, marketers find it hard to meet the customer's needs and wants Most of the previous studies (Slama and Williams, 1990; Carsky and Zuckerman, 1991; Anilkumar, 2012) on consumer behaviour mainly focused on finding out the cultural influence on buying behaviour. This research has evaluated factors such as product related attributes, selection of showroom, promotional. offers, satisfaction on after sales service based upon consumers’ buying behaviour in the Erode district. OBJECTIVES OF THE STUDY In the present research, an attempt has been made to examine the purchase behaviour of buyers towards selected white goods such as refrigerator, washing machine and air conditioner. The research bears with the following objectives. 1. To identify the factors that influence the buyers during the purchase of white goods 2. To identify the factors which influence the buyers to choose a particular showroom, 3. To measure the level of customer satisfaction in the retail outlet during purchase and after sales services rendered by the service centres. 4, Based on the results recommendations will be given to the marketrs. HYPOTHESIS DEVELOPMENT The above objectives require the following hypothesis to be tested. Hypothesis 1: The customers are all satisfied with the white conditioner) that they own and use. Hypothesis 2: White goods consumers are satisfied with the factors regarding after sales services provided by the shops and service centres. goods (Refrigerator, Washing machine, Air RESEARCH METHODOLOGY Research Design The current scenario on white goods is analyzed and therefore the present study comes under descriptive research. Page 82 hitpssidocplayer.ne101338498-An-analys's.on-purchase-behaviour-towards-selected-white-goods. html sit51323, 845 PM DocPlayar Asia Pacific Journal of Research Vol: |. Issue XXXII, October 2015 ISSN: 2320-5504, E-ISSN-2347-47 Sampling design As the population is very large, non probabili sample size of the study is 125. Data collection Primary data are collected through direct oral investigation method with structured questionnaires from Erode District with the sample size of 125. y sampling of convenient sampling method is followed. The Tools applied The following tools are used to analyze the collected data. i, Factor Analysis ii, ANOVA and Post Hoc test DATA ANALYSIS AND INTERPRETATION Factor analysis: Factor Analysis is a data reduction method. It is a very usefil method to reduce large number of variables resulting in data complexity to a few manageable factors. In this study, 14 variables are considered to identify variables to which most importance is given while white goods are purchased, The variables are: 1. Brand name 2. Model 3.Advanced features 4.Durability 5. Comfortable size 6. Colour 7. Price 8. Show room ambience 9. Show room location 10. Offers and schemes 11. Guarantee 12. Credit facility 13. Maintenance 14. After sales service Table 1. KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of | 0.568 Sampling Adequacy Approx. 338.881 Bartlett's Test of | Chi-Square Sphericity Degrees of | 91 freedom Significance | 0.000 In table 2, Eigen value represents the total variance explained by each factor and percentage of the total variance attributed to each factor. One of the popular methods used in exploratory factor analysis is principle component analysis, where the total variance in the data is considered to determine the minimum number of factors that will account for maximum variance of data depicted Page 83 hitpssidocplayer.ne101338498-An-analys's.on-purchase-behaviour-towards-selected-white-goods. html am51323, 845 PM DocPlayar Asia Pacific Journal of Research Vol: |. Issue XXXII, October 2015 ISSN: 2320-5504, E-ISSN-2347-47 ‘Table 2. Eigen values and cumulative % of variance extracted Comp Extraction Sums of | Rotation Sums of Squared onent | Initial Eigen values Squared Loadings Loadings %of | Cumula % of — | Cumula % of | Cumula Variance| tive % _ | Total | Variance | tive % | Total | Variance|_tive % I 24.450 | 24.450 | 3.423 [24.450 [24.450 | 2.246 | 16.043 | 16.043, 2 13.337_[37.787_| L867 [13.337 [37.787 | 2121 | 15.152 _| 31.195 3 T1194 [48.982 [1.567 | 11.194 [48.982 | 1.833 [13.096 | 44.291 4 9463 | 58.445 9463 [58445 | 1.632 | 11.657 949 3 7535__| 65.980 _| 1.055 [7.535 | 65.980 | 1.404 | 10.031 | 65.980 6 7019 | 72.999 7 6499 | 79.498 8 3.024 [84.521 9 3.801 | 88.323 10 3322 | 91.645 Tr 3165 | 94.817 12 2.109 | 96.919 13 2.042 | 98.961 i 1.039 | 100.000 From Table 2, it is understood that about 66% of variance from the variables is extracted by five factors. Table 3 gives the five factors that are obtained from the rotated component matrix. Out of 14 variables, 5 individual factors have more influence while purchase of white goods. The factors are: i. Show room and Product features ii. Service and Maintenance iii. Money value __ iv. Durability and Brand y. Guarantee and Offers Table.3 Rotated Component Matrix ‘Component 1 2 3 4 ‘Show room ambience 368_[-036_[ 217 [1s ‘Show room location 71s [-137 |-029 1360 ‘Advanced features 100__|-.425_| -438 Comfortable size 438 [310 [120 ‘Alfer sales service 370_ [082 | 082 Maintenance S41] -.082 [111 Price -.108_| 837 | -.183 Model ~462_|-382_| 016 Credit facility 142 | 440 | 324 Colour 402 | 433 _|.395 Durability =.061 | 103 | -.699 ‘Brand name 78-024 | .680 Guarantee =061_|=168 | 018. Offers and schemes 168_| 115 | 186 | -122_ Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. a. Rotation converged in 10 iterations. Page 84 Iitpssidocplayer.ne101338498-An-analys's.on-purchase-behaviour-owards-selected-white-goods html sm51323, 845 PM DocPlayar Asia Pacific Journal of Research Vol: |. Issue XXXIl, October 2015 ISSN: 2320-5504, E-ISSN-2347-47 ANOVA Test In the present study, to compare three or more number of groups based on their mean values, Analysis of variance technique is followed. In this study an attempt has been made to analyse influence of the service factor on the basis of the mean scores for the respondents based on their residential area, qualification, occupation and 30 on. ANOVA between residential area and satisfaction Null Hypothesis: Respondents belonging to rural, semi urban and urban area have an average same level of satisfaction on the white goods, shops and service centers. Table 4 indicates that on air conditioner and service provided, the satisfaction level of respondents differ slightly. To find out which group differs slightly from other, POST-HOC test was applied. From the analysis it is found that the respondents belonging to semi-urban and urban area have higher level of satisfaction on air conditioner. The rural respondents have higher level of satisfaction on shops and service centers. Table 4. ANOVA between residential area and satisfaction anova | sumo | P* | fen oni Results| Squares |, °F | Square | Frequency | Significance freedom Satisfaction [Between [11787 [2 3.894 | 525 0.593 on Groups Refrigerator [Within [ 1358947 [121 11.231 Groups Total 1370.734 | 123 Satisfaction [Between [15.058 [2 7529 [1.213 0.304 on Washing | Groups machine — [Within [409.579 | 66 6.206 Groups Total 424.638 | 68 Satisfaction [Between [200.328 [2 100.164 | 9.381 0.000 on Air | Groups conditioner [Within [555.199 [32 10.677 Groups Total 755.527 _[ 54 Satisfaction [Between [641.791 [2 320.896 | 9.247 0.000 on Service | Groups Within | 4337.709 | 12: 34.702 Groups Total 979.500 | 127 ANOVA between educational qualification and satisfaction Null Hypothesis: Respondents with the educational qualification of school level, college level and professionals have on an average same level of satisfaction on the white goods, shops and service centers. Table 5 indicates that on refrigerator and service provided in the service centers the satisfaction levels of respondents differ slightly. To find out the satisfaction of which group differs slightly from other, POST-HOC Page 85 Iitpssidocplayer.ne101338498-An-analys's.on-purchase-behaviour-owards-selected-white-goods html amt51323, 845 PM Asia Pacific Journal of Research ISSN: 2320-5504, E-ISSN-2347-47 DocPtayar Vol: |. Issue XXXII, October 2015 test was applied. It is found that the respondents with professional qualification have higher level of satisfaction on refrigerator, shops and service centers than respondents with school level education. Table 5. ANOVA between educational qualification and satisfaction ANOVA between age group and satisfaction Null Hypothesi: espondents belongit 0 the age group of less than 30 years, ANOVA | Sumot | PF) ytean joni of Frequency | Significance Results| Squares Square freedom Satisfaction [Between | 157.396 [2 78.698 | 7.848 0.001 on Groups Refrigerator | Within | 1213.338 | 121 10.028 Groups Total 1370.734 | 123 Satisfaction [Between [9.614 [2 4307 | .764 0.470 on Washing | Groups machine Within [415.024 | 66 6.288 Groups Total 24.638 _| 68 Satisfaction [Between | 10.575 [2 5.287 | 369 0.693 on Air | Groups conditioner [Within | 744.952 [52 14.326 Groups Total 735.527 _| 54 Satisfaction | Between | 999.367 | 2 499.683 | 15.693 0.000 on Service | Groups Within [3980.13 | 125 31.841 Groups Total 4979.500 | 127 31-40 years and 41-50 years have an average same level of satisfaction on the white goods, shops and service centers. Table 6 indicates that the satisfaction level of respondents on reffigerator and service provided in the service centers differ slightly. To find out the difference level POST-HOC Test was applied. It was found that the respondents belonging to the age group of less than 30 years have higher level of satisfaction on refrigerator, and service provided in the shops and service centers than the age group of 41-50 years. Iitpssidocplayer.ne101338498-An-analys's.on-purchase-behaviour-owards-selected-white-goods html Page 86 mm51323, 845 PM Asia Pacific Journal of Research ISSN: 2320-5504, E-ISSN-2347-47 Table 6. ANOVA between age DocPtayar Vol: |. Issue XXXII, October 2015 roup and satisfaction 7 ‘Degrees ANOVA | Sum of Mean ‘oni of i Signifi Results | Squares |p. tgm | Sauare | Frequency | Significance Satisfaction | Between | 86.317 2 43.159 4.066 020 on Groups Refrigerator [Within _ | 1284417 | 121 10.615 Groups Total 1370.734 | 123 Satisfaction | Between [12913 [2 6436 1.035 361 on Washing | Groups machine ‘Within 411.725 | 66 6.238 Groups Total 424.638 | 68 Satisfaction | Between [16273 [2 R136 [372 388 on Air | Groups conditioner [Within 32 14.216 Groups Total [755.527 | 34 Satisfaction | Between | 803.427 [2 401.714 | 12.024 000 on Service | Groups Within 4176.073 | 125 33.409 Groups Total 4979.500 | 127 ANOVA between income and satisfaction espondents from a range of income groups have an average same level of satisfaction on the Null Hypothesi white goods, shops and service centers Analysis of variance Table 7 indicates that the satisfaction levels of respondents on the refrigerator and service provided in the service centers differ slightly. It is found from POST-Hoc test that the respondents with the income level of Rs.20000-40000 have higher level of satisfaction on refrigerator, shops and service centers. Table 7. ANOVA between income and satisfaction ANOVA Results| Sum of, Mean Frequency | Signifi Squares |Df__| Square cance Satisfaction [Between [482.865 [3 | 160.955 | 21.754 | 0.000 on | Groups Refrigerator [Within 887.869 [120 [7.399 Groups Total 1370.734 | 123 Satisfaction | Between [26.145 [3 | 8.715 1422 O24 on Washing | Groups www.apjor.com hitpssidocplayer.ne101338498-An-analys's.on-purchase-behaviour-towards-selected-white-goods. html Page 87 amt51323, 845 PM DocPlayar Asia Pacific Journal of Research Vol: |. Issue XXXII, October 2015 ISSN: 2320-5504, E-ISSN-2347-47 machine Within 398.492 [6S [6.131 Groups Total 424.638 | 68 Satisfaction | Between [101.718 [3 | 33.906 | 2.045 0.059 on Air | Groups conditioner Within 653.810 [31 | 12.820 Groups Total 755.527 _[ 54 Satisfaction [Between | 1179.628|3 | 393.209 | 12.831 0.000 on Service | Groups Within 3799.872 | 124 | 30.644 Groups Total 4979.500 | 127 FINDINGS AND DISCUSSION The results of the study suggest that Show room ambience and Product features, Maintenance and after sales service, Money value, Brand, Guarantee and Offers are the most vital factors which are highly considered by the buyers, while purchasing the white goods. The satisfaction level of respondents on white goods, shops and service centers becomes changable one among them. In the case of washing machine and air conditioner, females have more satisfaction than males. When considering the service in service centers and shops, males have higher level of satisfaction than female. Joint family respondents possess higher level of satisfaction than nuclear family on air conditioner and service. The semi-urban and urban respondents have greater satisfaction on air conditioner, shops and service centers than rural respondents. Respondents belonging to the age group of less than 30 years have higher level of satisfaction on refrigerator than the age group of 41-50 years. The respondents with professional qualification attain satisfaction on refrigerator, shops and service centers rather than respondents with school level education. RECOMMENDATIONS AS a matter of fact, show room ambience and product features are the most influencing factors in the purchase of white goods. So, innovation can be made in advertising and promotions for inducing the buyers to select the best brand and make them aware about the new added features in the white goods. The satisfaction level of the respondents towards the products and service differs. The product quality and after sales service are indispensable factors to be considered during the purchase of white goods. Hence, the manufacturers have to take steps to improve the quality of the service in the service centers, In comparison between urban and semi-urban, rural respondents offer an enormous scope of developing attractive and effective marketing strategies towards air conditioner. CONCLUSION The research corroborates that buyers’ decision depends upon analyzing the market as well as the internal factors. The factors that influence the buyers’ are price, durability, quality, features, brand, needs, wants, search, motivation, and satisfaction. Growing urbanization and increase in the number of nuclear families call for white goods market. This trend is vigorously prevalent in Erode District. The marketers may find these opportunities and subsequently they can create positive image in the mind of the customers. Page 88 hitpssidocplayer.ne101338498-An-analys's.on-purchase-behaviour-towards-selected-white-goods. html om51323, 845 PM DocPlayar Asia Pacific Journal of Research Vol: |. Issue XXXII, October 2015 ISSN: 2320-5504, E-ISSN-2347-47 REFERENCES 1. Amutha, G.G. and Sulthana, M . (2011). A Study on Replacement Attitude of Consumers Towards Home 5. 10, WL 14. Appliances. Journal of Marketing and Management, 2(2), 108-1 16. Anand Thakur and Hundal, B.S. (2008). Examining Rural-Urban Purchase behavior towards Washing machines: An Empirical study in Punjab, Asia Pacific Business Review, July-Sep, 1-8. Anilkumar, N. (2012a). The Influence Of Marketing On Consumer Attitude Functions For Kitchenware, A Study With Special Reference To Kochi Metro, International Journal Of Research In Commerce and Management, 3(7), 32-38. Anilkumar, N. and Jelsey Joseph (2012b). 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Buyer behaviuor in consumer electronics market. Aug 21. 20. Venkatarama Raju. D. and S. Saravanan (2005). A study on Consumer behavior in the Marketing of a Household Appliance in Chennai City of Tamilnadu State. Indian Journal of Marketing, 35(3), 33-34. Page 90 hitpssidocplayer.ne101338498-An-analys's.on-purchase-behaviour-towards-selected-white-goods. html wnt