CHAPTER - I

INTRODUCTION

A house wife should consider the space to fix the house hold equipments. The
factors to be considered will vary according to the types of equipments such as cost,
usefulness, suitability, quality, design, price, durability, appearance, comfort, safety and
guarantee. Marketing is incomplete without satisfy action of consumer wants completely.
It is an attempt to understand and predict human actions in the buying role.
Consumer is a person who actually uses a product. That it becomes clear that a
buyer need not be a consumer and a consumer also need not necessarily be a buyer. A
buyer as a consumer becomes a customer if he regularly buys as consumer a product as
service.
Consumer behavior refers to the buying behavior of ultimate consumers, those
persons who purchase products for personal or household use, not for business purpose.
Products that aren’t consumed or quickly disposed of, and can be used for several years. It
is also called hard goods.
A good which is immediately used by a consumer or which has an expected
lifespan of three years or less. Examples of non-durable goods include food and clothing.
It is opposite of durable goods. It is also called soft goods. Goods that the customer
usually purchases frequently immediately and with the minimum effort are known as
convenience goods. Low unit costs, available at convenient places, at frequent intervals,
with minimum effort, etc., are important characteristics of convenience goods.
Convenience goods are daily necessaries for human being; for instance, cigarettes,
newspapers, soap, brand, sugar, coffee, tea, toothpaste etc...
Shopping goods are consumers’ products consumers make comparison in the
selection of products as to quality, price, style, suitability, etc… in several stores.
Examples are cloth, furniture, television, radio, jewellery, washing machines, fans, etc...
Consumers compare the relative suitability of alternative products before purchase.
Specialty goods are those “goods with unique characteristics and / or brand
identification for which a significant group of buyers are habitually willing to make a
special purchasing effort”. In the words of Copeland, specialty goods are “those which

1
have some particular attraction for the consumer, other than price, that induce him to put
in special effort to visit the store in which they are sold and to make a purchase without
shopping”, for examples watches, radios, cars, shoes, cloth, television, tape-recorders
etc… these are also known as luxurious goods.

STATEMENT OF THE PROBLEM

The present study entitled “A study on consumer behaviour of home appliances
durable goods with Special reference to Namakkal town” is gaining an important place in
the modern business analysis. The functions and the responsibilities of the manufacturing
unit are to maximize the product. At the same time, consumers want to maximize their
benefits. But it becomes necessary to identify new ways to consumer satisfaction without
compromising profit. Consumers are lifeblood of the business sectors.
Most of the study has focused on the consumer satisfaction with limited criteria
and no study is to study consumer’s behaviour towards consumer durables. The result of
this study will be of much use to the administrators and policy makers mainly depend on
crude and readymade methods of the understanding consumer behavior.

SCOPE OF THE STUDY

The present study covers income of the respondents, their tastes, preferences,
changes in advertisement, quantity of products, quality of products, price changes,
necessity of consumer durables, factors responsible for changes in the consumer behaviour
and the like.

OBJECTIVES OF THE STUDY

 To study the need for consumer durable goods in Namakkal town.
 To analyze the causes for changing of consumer durable goods.
 To study stimulating factors which motivate to buy the durable goods
 To know the awareness of the consumers and
 To determine the satisfaction level of different appliances.

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HYPOTHESIS
The following null hypothesis has been formulated in order to analyze the study.

Hypothesis-1
There is no significant difference between satisfaction of prices of different
consumer goods and occupation of the respondents.
Hypothesis-2
There is no significant difference between the male and female respondents are not
satisfied with the quality of the home appliances.
Hypothesis-3
There is no significant difference between the male and female respondents are not
satisfied with the after sale services.

SAMPLING METHODS
The method of sampling used in this study is stratified sampling method. Stratified
sampling method or simple stratified sampling method is one of the random methods,
which by using available information concerning population, attempts to design more
efficient sample that obtained by simple random procedure.
As per stratified random sampling method, Namakkal town is sub-divided in four
group’s basis of direction (East, West, North and South). Total respondent taken in this
study is 100, there are 25 respondents chosen from each group.

TOOLS FOR DATA COLLECTION

1. Chi-square test
2. Simple percentage analysis
3. Diagrams, charts and graphs.
The chi-square test is one of the simplest and most widely used non-parametric
tests in statistical work. The quantity χ2 describes the magnitude of the discrepancy
between theory and observations.

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This is defined as,
(O-E) 2
χ2 =
E
Where,
O = observed frequency
E = expected frequency.

In general expected frequency for any cell can be calculated from the following
equation,
RT * CT
E=
N
Where,
E = expected frequencies,
RT = the row total for the row containing the cell.
CT = the column total for the column containing the cell.
N = the total number of observations.
The calculated value of chi-square is compared with the table value of χ 2 given
degrees of freedom at a certain specific level of significance. If at the stated level, the
calculated value of χ2 is more that the table value of χ 2, the difference between theory and
observations is considered to be significant, otherwise it is insignificant.

PERIOD OF STUDY
The present study covers the consumer’s behavior towards consumer durables
from December 2012 to May 2013 (6 months).

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METHODOLOGY
 This study is mainly based on primary data,
 The data have been collected through questionnaire,
 The tools for data collection are mainly based on questionnaire,
 The questionnaire consists number of questions with multiple choices. So that
the respondents can easily understand the questions and put their opinion
without any difficulty.
LIMITATIONS OF THE STUDY
 The present study based on the primary data collected from the sample
respondents. The conclusion of this study is subject to the limitations of the
sources of data.
 This study deals with the consumer behavior towards consumer durables of
selected home appliances.
 This study is restricted to Namakkal town only
 It does not deal with the consumer behavior towards consumer durable goods
in other cities.
 The taste and preference of the consumer in Namakkal district in this study
period may differ from the taste and preference of the same consumers in other
periods.
 Therefore the conclusion of this study is subject to this study period only.

CHAPTER SCHEME
The researcher has presented this study into five chapters.
 First chapter deals with introduction, statement of the Problem, scope of the
study, objective of the study, methodology, limitations of the study and chapter
scheme.
 Second chapter deals with consumer behaviour and review of literature in this
study.
 The third chapter deals with Profile of the study.
 Fourth chapter presents analysis and interpretation of data.
 Fifth chapter, summary of findings, suggestions and conclusion are dealt.

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 CHAPTER – II

CONSUMER BEHAVIOUR AND REVIEW OF LITERATURE

MEANING OF CONSUMER
 Consumer is a person who actually uses a product .that it become clear that a buyer
need not be consumer and a consumer also need not necessary be a buyer .a buyer or a
consumer become a customer if he regularly buys or consumes a product or service.
 Consumer is the principle a priori business. The efficiency with which a free market
system of enterprise operates, in the last analysis, depends upon the extent of consumer
understanding possessed by the business community.

MEANING OF CONSUMER BEHAVIOUR

 Consumer behavior refers to the buying behavior of ultimate consumers, those persons
who purchase products for personal or household use, not for business purpose.
 The manner in which the buyer will react to the marketer’s strategy is what is known
as buyer behavior.

DEFINITION OF COSUMER BEHAVIOUR

Peter. F. Drucker was apt in saying, “it is the consumer who determines what a
business is what the customer things he is buying, what he considers ‘value’ is decisive –
it determines what a business is, what it products and whether it will prosper”.

MODELS OF CONSUMER BEHAVIOUR

 Consumers make many buying decisions every day. Most large companies research
consumers buying decision in great detail to answer questions about what consumers
buy, where they buy, how and how much they buy, when they buy, and why they buy.
Marketers can study actual consumer purchases to find out what they buy, where and
how much.
 “For companies with billions of dollars on the line, the buying decision is the most
crucial part of their enterprise”, states one consumer behavior analyst.

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 “Yet no one really knows how the human brain makes that choice”.
 Often, consumers themselves don’t know exactly what influences their purchases.
 “Buying decisions are made at an unconscious level”, says the analyst, “and…
consumers don’t generally give very reliable answers if you simply ask them, why did
you buy this?”.
 Marketing stimuli consist of the four is: product, price, place, and promotion. Other
stimuli include major forces and events in the buyer’s environment: economic,
technological, political, and cultural.
 All these inputs enter the buyer’s black box, where they are turned into a set of
observable buyer responses: product choice, brand choice, dealer choice, purchase
timing, and purchase amount.

CHARACTERISTICS AFFECTING CONSUMER BEHAVIOUR

Consumer purchases are influenced strongly by cultural, social, personal, and

psychological characteristics.

1. CULTURAL FACTORS
Cultural factors exert a board and deep influence on consumer behavior. The
marketer needs to understand the role played by the buyer’s culture, subculture and social
class.

a) CULTURE
 Culture is the most basic cause of a person’s wants and behavior. Human behavior
is largely learned.
 Marketers are always trying to spot cultural shifts in order to discover new
products that might be wanted.

b) SUBCULTURE
 Each culture contains smaller subcultures, or groups of people with shared value
systems based on common life experiences and situations. Subcultures include
nationalities, religions, racial groups, and geographical regions.

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  Examples of four such important subculture groups include Hispanic, African
American, Asian American, and mature consumers.

 Hispanic consumers
The U.S. Hispanic market – Americans of club an, Mexican, Central
American, South American, and Puerto Rican descent – consists of more than 41
million consumers. It’s the fastest growing U.S. sub segment – one in every two
new Americans since 2000 is Hispanic.

CULTURAL
SOCIAL
Culture Reference
groups PERSONAL
Sub culture Age and Life -
Cycle stage PSYCHOLOGICAL
Family
Social Class
Occupation Motivation
Roles and BUYER
Perception
Status
Economic Learning
Situation Beliefs and
attitudes
Life Style

Personality and
Self Concept
Factors influencing consumer behavior

 AFRICAN AMERICAN CONSUMERS

With annual buying powers of $ 762 million, estimated to reach $ 981
billion by 2010, the nation’s 39.7 million African American consumers also attract
much marketing attention.

 ASIAN AMERICAN CONSUMERS

Asian Americans are the most affluent U.S. demographic segment. They
now number more than 14.4 million and wield more than $ 396.5 billion in annual
spending power. They are the second – fastest – growing population sub segment
after Hispanics.

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 MATURE CONSUMERS
As the U.S. population ages, mature consumers are becoming a very
attractive market. Now 68 million strong, the population of U.S. seniors will more
than double in the next 25 years.

c) SOCIAL CLASS
Almost every society has some form of social class structure. Social classes are
society’s relatively permanent and ordered divisions whose members share similar
values, interests, and behaviors.

2. SOCIAL FACTORS
A consumer’s behavior also is influenced by social factors, such as the consumer’s
small groups, family, and social roles and status.

a) GROUPS
 A person’s behavior is influenced by many small groups. Groups that have a direct
influence and to which a person belongs are called membership groups.
 Manufacturers of products an brands subdivided to strong group influence must figure
out how to reach opinion leaders – people within a reference group who because of
special skills, knowledge, personality, or other characteristics, exert social influence on
others.

b) FAMILY
 Family members can strongly influence buyer behavior. The family is the most
important consumer buying organization in society, and it has been researched
extensively.
 Marketers are interested in the roles and influence of the husband, wife, and children
on the purchase of different products and services.

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c) ROLES AND STATUS
 A person belongs to many groups – family, clubs, and organization. The person’s
position in each group can be defined in terms of both role and status. A role consists
of the activities people are expected to perform according to the persons around them.
Each role carries a status reflecting the general esteem given to it by society.
 People usually choose products appropriate to their roles and status.

3. PERSONAL FACTORS
A buyer’s decisions also are influenced by personal characteristics such as the
buyer’s age and life – cycle stage, occupation, economic situation, lifestyle, and
personality and self – concept.

a) AGE AND LIFE – CYCLE STAGE

People change the goods and services they buy over their lifetimes. Tastes in food,
clothes, furniture, and recreation are often age related. Buying is also shaped by the stage
of the family life – cycle – the stages through which families might pass as they mature
over time. Marketers often define their target market in terms of life – cycle stage and
develop appropriate products and marketing plans for each stage.

b) OCCUPATION
 A person’s occupation affects the goods and services bought. Blue collar workers
tend to buy more rugged work clothes, where as executives buy more business suits.
 Marketers try to identify the occupational groups that have an above – average
interest in their products and services.
 A company can even specialize in making products needed by a given occupational
group.

c) ECONOMIC SITUATION
 A person’s economic situation will affect product choice. Marketers of income –
sensitive goods watch trends in personal income, savings, and interest rates.
 If economic indicators point to a recession, marketers can take steps to redesign,
reposition, and reprice their products closely.

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d) LIFE STYLE
 People coming from the same subculture, Social class, and occupation may have
quite different lifestyles.
 Life Style is a person’s pattern of living as expressed in his or her psychographics.
 It involves measuring consumers’ major AIO dimensions-activities (Work,
Hobbies, Shopping, Sports, Social events), Interests (food, fashion, family,
recreation) and opinions (about themselves, social issues, business, products).

e) PERSONALITY AND SELF-CONCEPT

 Each person’s distinct personality influences his or her buying behaviors.
Personality refers to the unique psychological characteristics that lead to relatively
consistent and lasting responses to one’s own environment.
 Personality is usually described in terms of traits such as self – confidence,
dominance sociability, autonomy, defensiveness, adaptability and aggressiveness.
 Personality can be useful in analyzing consumer behaviour for certain product or
brand choices.

4. PSYCHOLOGICAL FACTORS

A person’s buying choices are further influenced by four major psychological

factor; Motivation, Perception, Learning and Beliefs and attitudes.

a) MOTIVATION
 A person has many needs at any given time. Some are biological, arising from
states of tension such as hunger, thirst, or discomfort.
 Others are psychological, arising from the need for recognition, esteem or
belonging.
 A need becomes a motive when it is aroused to a sufficient level of intensity.
 A motive is a need that is sufficiently pressing to direct the person to seek
satisfaction.

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b) PERCEPTION
 A motivated person ready to act. How the person acts is influenced by his or her
own perception of the situation.
 Perception is the process by which people select, organize, and interpret,
information to form a meaningful picture of the world.
c) LEARNING
 When People act, they learn. Learning describes changes in an individual’s
behaviour arising from experience.
 A drive is a strong internal stimulus that calls for action; a drive becomes a motive
when it is directed toward a particular stimulus object.
d) BELIEFS AND ATTITUDES
 A belief is a descriptive thought that a person has about something. Beliefs may be
based on real knowledge, opinion or faith and may or may not carry an emotional
charge.
 Attitude describes a person’s relatively consistent evaluation, feelings, and
tendencies toward an object or idea. Attitudes put people into a frame of mind of
liking or disliking things, of moving towards or away from them.

TYPES OF BUYING DECISION BEHAVIOUR

Buying behaviour differs greatly for a tube of tooth paste, an I Pod, financial
services, and a new car. More complex decisions usually involve more buying
participants’ and more buyer deliberation.

Types of consumer buying behaviour based on the degree of buyer involvement

and the degree of differences among brands.

a) COMPLEX BUYING BEHAVIOUR

Consumers undertake complex buying behavior when they are highly involved in a
purchase and perceive significant differences among brands.

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 BRANDS HIGH INVOLVEMENT LOW INVOLVEMENT

Significant differences
Variety – seeking buying
between brands Complex buying behaviour
behaviour

Few differences Dissonance – Reducing buying Habitual buying

between brands behaviour behaviour

Consumers may be highly involved when the product is expensive, risky, purchased
infrequently and highly self – expressive. Typically, the consumer has much to learn about
the product category. For e.g.: a PC buyer may not know what attributes to consider. Many
product features carry no real meaning: - a “3.4GHz Pentium processor,” “WUXGA active
matrix screen “or” 4GB dual – channel DDR2 DRAM memory”.

b) DISSONANCE – REDUCING BUYING BEHAVIOUR

Dissonance – Reducing buying behaviour occurs when consumers are highly
involved with an expensive, frequent or risky purchase, but see little difference among
brands.

For e.g.: Consumers buying carpeting may face a high-involvement decision

because Carpeting is expensive and self – expressive.

c) HABITUAL BUYING BEHAVIOUR

Habitual buying behaviour occurs under conditions of low consumer involvement
and little significant brand difference. For e.g.: take salt. Consumers have little
involvement in this product category- they simply go to the store & reach for a brand. If
they keep reaching for the same brand, it is out of habit rather than strong brand loyalty.

d) VARIETY – SEEKING BUYING BEHAVIOUR

Consumers under take variety seeking buying behaviour in situations characterized
by low consumer involvement but significant perceived brand differences. In such case,

13
consumers often do a lot of brand switching. For e.g.: - When buying cookies, a consumer
may hold some beliefs, choose a cookie brand without much evaluation and then evaluate
that brand during consumption.
But next time, the consumer might pick another brand out of boredom as simply to
try something different. Brand switching occurs for the sake of variety rather than because
of dissatisfaction.

MARKET

A market in general, may be described as a place or geographical area where

buyers and sellers meet and function, goods or services are offered for sale, and transfers
of title of ownership occur. This idea on market is supported by many.

PRODUCT

A product is anything that can be offered to a market for attention, acquisition use
or consumption that might satisfy a want or need. It includes physical objects, services,
persons, places, organizations and ideas. A product is both what a seller has to sell and
what a buyer has to buy.

BRANDING

Branding is the practice of giving a specified name to a product or group of

products of one seller. Branding is the process of finding and fixing the means of
identification.

In other words, naming a product, like naming a baby, is known as branding.

PACKING

Packing means wrapping of goods before they are transported or stored or

delivered to a consumer. On the other hand, packaging is the sub –division of the packing
function of marketing. “Packaging” has been defined as “an activity which is concerned
with protection, economy, convenience and promotional considerations”.

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PRICE

Price may be defined as the exchange of goods or services in terms of money.

Without price there is no marketing in the society. If money is not there, exchange of
goods can be undertaken, but without price.

Price is the exchange value of goods or services in terms of money. Price of a

product or service is what the seller feels it worth, in terms of money to the buyer.

PLACE / DISTRIBUTION CHANNEL

A distribution channel consists of the set of people and firms involved in the
transfer of title to a product as the product moves from producer to ultimate consumer or
business user. A channel of distribution always includes both the producer and the final
customer for the product in its present form as well as any middlemen such as retailers and
wholesalers.

PROMOTION

Promotion is the co-ordination of all seller – initiated efforts to set up channels of

information and persuation to facilitate the sale of goods or service or the acceptance of an
idea. The promotion refers to the activities to push forward or to advance an idea, in such a
way as to gain its approval and acceptance. Promotion is telling and selling.

STANDARDISATION

Standardization is the process of determining of classes or grades of a product or

service that have fixed limits. Standardization is the process of formulating and applying
rates for an orderly approach to a specific activity for the benefit and with the co-operation
of all concerned and in particular for the promotion of optimum overall economy taking
due account of functional conditions and safety requirements.

MARKET SEGMENTATION

Buyers can be grouped in terms of sex, education, income level etc… this grouping
of buyers is set to be market segmentation. That is grouping the buyers based on income,
age, education etc., is called market segmentation.

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MOTIVE TO BUY

The buying motives of industrial users can easily be determined when compared to
consumers’ buying motives. The following are the motives, generally found in industrial
buyers.
 Reduced price
 Regular supply
 Durability
 Greater economy
 Protection

MARKET RESEARCH

Market research is a branch of marketing research and covers only a few aspects of
marketing. It is only a sub-function of marketing research. It is concerned with the
investigation and measurement of market demand. It studies the future and present
customers. It includes the study of size of market, customer’s needs and motive, degree of
competition, selling activities, details of the customers as to their income, education,
dealer preferences etc…

ADVERTISING

Advertising is mass communication of information intended to persuade buyers as

to maximize profit.

Advertising as any paid form of non – personal presentation and promotion of

ideas, goods or services by an identified sponsor.

SALESMANSHIP

Salesmanship consists of winning the buyer’s confidence for the seller’s house and
goods, thereby winning regular and permanent customer’ (Garfield Blake).salesmanship
creates satisfied customers and not just cash –producing sales. A satisfied customer is only
the begging of on everlasting relationship.

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CONSUMER BUYING BEHAVIOR

A marketer is always interested to know how consumers respond to various

marketing stimuli – product, price, place and promotion and other stimuli i.e., buyers
environment – economic, technological, political and cultural. The marketer studies the
relationship between marketing stimuli and consumer response.

RISK
Marketing risk may be defined as the danger of loss from unforeseen
circumstances in future. It implies an element of uncertainty or possibility of loss. The
uncertainty or risk is assumed by participants who are in marketing and more particularly
by those who take title of goods.

TRANSPORTATION

Transportation means the physical movement of persons and goods from one place
to another. For the large – scale development of trade and commerce, cheap and rapid
transport is essential. Transport is the blood stream of a nation’s economy.

Transportation is described as ‘physical marketing’, because without the physical

supply of goods there will not be any transaction. i.e., buying and selling. Transportation is
the ‘key link’ between the production and other marketing functions.

17
REVIEW OF LITERATURE

Sian Davies stated that regarding global brands using in number of ways, one key
area is innovation. Sian Davies also stated that many research shows that digital media is
changing brand choices. It is encouraging people to switch and buy a brand that is
different to the one they would have bought otherwise. Cell Phones are making peoples
life more fluid and flexible. “Liquid liver” as we call it there is a lot less planned shopping
and a lot more spontaneity to their lives.1

Ireena vital in his article entitled “The 5Gs of Strategic Human Resources” stated
that an organization cannot just resort to all kinds of activities an organization just cannot
throw some of its people out of jobs in manner, to encourage others to achieve higher
people productivity, that causes concern in the minds of the remaining good people and as
a result of such concerns the productivity comes down, instead of actually going up.
Hence, the qualifier to people productivity in an organization is people satisfaction. Since
people are internal consumers to the organization, it is this customer satisfaction which
acts as a qualifier or a filter between all people activities and productivity.2

V.T. Bharadwaj, Gautam Swaroop stated that multinational consumer’s

goods companies faster must begin to focuses seeking on the sub continent with basic
needs satisfied and the future looked after, these consumers will product categories
representing the good life. All through the income of Indian consumers are growing, they
still have many competing pulls on their modest budgets, to companies have reduced
consumers cost of entry into product categories with financing pay-purser and commodity
ownership.

1. Sian Davies, “Consumer Values are in a State of Flux”, Business Today, November 20, 2005
New Delhi.
2. Ireena Vital, “The 5Cs of Strategic Human Resources,” Indian Management, Volume 44,
Issue 10, New Delhi.

18
 Reaching India’s consumers cost effectively is a challenge because of its sheer and
fragmented distribution on retailing networks.3

Sian Davies Stated that although some brands have began to respond consumer
attitudes big corporate brands. So compares are increasingly tracking social attitudes and
buying to figure out what that means far their marketing strategies.4

In the words of James F. Engel, “Consumer Behaviour means those acts of

individuals directly involved in obtaining and using economic goods and services,
including the decision processes that precede and determine these acts. It is the process
whereby individuals decide whether, what, when, where, how and from whom, to
purchase goods and services”.5

According to Sherlekar Consumer Behaviour refers to “All Psychological, Social

and Physical Behaviour of Potential Customers as they become Aware of, Evaluate,
Purchase, Consume and tell others about Products and Services”.6

3. V.T. Bharatwaj Gautam Swaroop, “India Inc Takes up the Slack,” Business World, 21,
November 2005, Bangalore.
4. Sian Devis, “Consumer Values are in a State of Flux,” Business Today, November 20, 2005,
New Delhi.
5. James F. Engel, Consumer Behaviour (Holt-Saunders International Edition, 1982) p 9.
6. Sherlekar. S.A., “Marketing Management” (Bombay: Himalaya Publishing House, 1983)
p 72.

19
 Swartz has highlighted the fact that brands have value expressive dimension
particularly in respect of commodities like clothing. He described the brand symbols and
message differentiation and concluded that; individual had different interpretations for
different brands of the same product. The extent to which the functional differences
between brands of the same product were minimal, message differentiation was presented
as a viable product differentiation strategy. Message differentiation involved
distinguishing one brand from others based on the message communicated by ownership
of the brand.7

Keon in his study on the advertising images, brand images and consumer
preferences has established that the advertising effect occurred for existing brands
because, although the new advertisement’s image affected the brand; the new
advertisement became associated with the brand over time and the brand’s old image
affected people’s perception of the new advertisement. According to him, the brand and a
new advertisement’s image tended to move towards each other.”8

7. Teresa A. Swartz, “Brand Symbols and Message Differentiation”, Journal of Advertising

Research 23.5 (Oct. /Nov. 1983): pp 59-63
8. John W. Keon, “Copy Testing Ads for Imaginary Products”, Journal of Advertising Research
23.6 (Dec. 1983/Jan. 1984): pp 41-48.

20
 Woodside and Wilson have analyzed how the consumer awareness of specific
brands and advertising of brands affected consumer franchise of competing brands,
purchasing intentions and purchase behaviour. They have tested whether top-of- the mind
– awareness levels of competing brand advertising relate to brand preference and reported
for seven brands in three product categories, the empirical results confirming strong,
positive relationships among unaided brand awareness, Top of the Mind Awareness
Advertising (TOMAAD) and brand preference.9

Rao and sabavala suggest that too much promotion and price discounting may
adversely affect brand choice behaviour. Though price promotion makes the brand more
attractive and increases consumer response, a consumer exposed to frequent price
promotion may become accustomed to finding the brand available on promotion at a
discounted price.10

9. Arch G. Woodside and Elizabeth J. Wilson, “Effects of Consumer Awareness of Brand

Advertising on Preference”, Journal of Advertising Research 25.4 (Aug. /Sept. 1985):
pp 41-48
10. Rao and Sabavala, “Reference Effects of Price and Promotion on Brand Choice Behaviour”,
Journal of Marketing Research 26 (Aug. 1989): pp 229-309

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 CHAPTER - III

PROFILE OF THE STUDY

REFRIGERATOR

A refrigerator is a common household appliance that consist of a thermally

insulated compartment and a heat pump (Mechanical, Electronic, or Chemical) that
transfers heat from the inside of the fridge to its external environment so that the inside of
the fridge is cooled to a temperature below the ambient temperature of the room. Cooling
is a popular food storage technique in developed countries. Lower temperature in a
confined volume lowers the reproduction rate of bacteria, so the refrigerator reduces the
rate of spoilage.

A refrigerator maintains a temperature a few degrees above the freezing point of

water. Optimum temperature range for perishable food storage is 3 to 5 °C. A
similar device that maintains a temperature below the freezing point of water is called a
freezer. The refrigerator is a relatively modern invention. It replaced the icebox, which
was a common household appliance for almost a century and a half prior. For this reason,
a refrigerator is sometimes referred to as an icebox.

Contents

Freezer units are used in households and in industry and commerce. Food stored at
or below 0 °F, is safe indefinitely. Most household freezers maintain temperatures from -
10 to 0 °F, although some freezer-only units can achieve – 30 °F, and lower. Refrigerators
generally do not achieve lower than – 10 °F, since the same coolant loop serves both
compartments: lowering the freezer compartment temperature excessively causes
difficulties in maintaining above-freezing temperature in the refrigerator compartment.
Domestic freezers can be included as a separate compartment in a refrigerator, or can be a
separate appliance. Domestic freezers are generally upright units resembling refrigerators.

Commercial refrigerator and freezer units, which go by many other names, were in
use for almost 40 years prior to the common home models. They used gas systems such as

22
anhydrous ammonia or sulfur dioxide, which occasionally leaked, making them unsafe for
home use and industrial purposes.

Frigidaire imperial “frost proof” model FPI-16BC-63, top refrigerator / bottom

freezer with brushed chrome door finish made by General Motors’ Canada in 1963. Most
households use the freezer-on-top-and-refrigerator-on-bottom style, which has been the
basic style since the 1940s.

Before the invention of the refrigerator, icehouses were used to provide cool
storage for most of the year. Placed near freshwater lakes or packed with snow and ice
during the winter, they were once very common. Natural means are still used to cool foods
today. On mountainsides, runoff from melting snow is a convenient way to cool drinks,
and during the winter one can keep milk fresh much longer just by keeping it outdoors.

The first known artificial refrigerator was demonstrated by William Cullen at the
University of Glasgow in 1748. The American inventor Oliver Evans acclaimed as the
“father of refrigeration,” invented the vapor-compression refrigeration machine in 1805.
Heat was removed from the environment by recycling vaporized refrigerant, where it
moved through a compressor and condenser, where it eventually reverted to a liquid form
to repeat the process.

In 1856, James Harrison, an immigrant from Scotland living in Australia,

developed an ice making machine using ammonia and an ether compressor. In 1867,
Andrew muhl, an immigrant from France, built an ice-making machine in San Antonio,
Texas, to help service the expanding beef industry before moving it to Waco in 1871. In
1873, the patent for this machine was contracted by the Columbus iron works, a company
acquired by the W.C. Bradley co., which produced the world’s first commercial ice-
makers. General electric “Monitor-top” refrigerator, introduced in 1927.

Early refrigerator models (from 1916) had a cold compartment for ice cube trays.
From the late 1920s fresh vegetables were successfully processed through freezing by the
Postum Company (The Forerunner of General Foods), which had acquired the technology
when it bought the rights to Clarence Birdseye’s successful fresh freezing methods.

23
Process and Components of a Conventional Refrigerator

Vapor compression cycle – A: Hot compartment (kitchen), B: Cold compartment

(refrigerator box), I: Insulation, 1: Condenser, 2: Expansion value, 3: Evaporator unit,
4: Compressor.

The Peltier effect uses electricity to pump heat directly; this type of refrigerator is
sometimes used for camping, or where noise is not acceptable. They can be totally silent
but are less energy-efficient than other methods.

Many modern refrigerator / freezers have the freezer on top and the refrigerator on
the bottom. Most refrigerator-freezers – except for manual defrost models or cheaper units
– use what appears to be two thermostats. Only the freezer compartment is properly
temperature controlled. When the freezer gets too warm, the thermostat starts the
refrigeration process and a fan circulates the air around the freezer. During this time, the
refrigerator also gets colder.

When the freezer reaches temperature, the unit cycles off, no matter what the
refrigerator temperature is. Some people recommend setting the refrigerator to maximum
and the freezer to a point where one’s refrigerated food won’t freeze. Modern
computerized refrigerators do not use the damper system. The computer manages fan
speed for both compartments, although air is still blown from the freezer.

WASHING MACHINE

A washing machine (Laundry machine, Washing machine, Clothes washer, or

Washer) is a machine to wash laundry, such as clothing and sheets. The term is mostly
applied only to machines that use water as opposed to dry cleaning (which uses alternative
cleaning fluids, and is performed by specialist businesses) or ultrasonic cleaners. Washing
entails immersing, dipping, rubbing, or scrubbing in water usually accompanied by
detergent, or bleach. The simplest machines may simply agitate clothes in water while
switched on; automatic machines may fill, empty, wash, spin, and heat in a cycle.

24
The Process by Hand

Laundering by hand involves soaking, beating, scrubbing, and rinsing dirty

textiles. Before indoor plumping, the housewife also had to carry all the water used for
washing, boiling, and rinsing the laundry; according to an 1886 calculation, women
fetched water eight to ten times every day from a pump, well, or spring. Water for the
laundry would be hand carried, heated on a fire for washing, and then poured into the tub.
That made the warm soapy water precious; it would be reused, first to wash the least
soiled clothing, then to wash progressively dirtier laundry. Removal of soap and water
from the clothing after washing was originally a separate process. First soap would be
rinsed out with clear water. After rising, the soaking wet clothing would be formed into a
roll and twisted by hand to extract water. The entire process often occupied an entire day
of hard work, plus drying and ironing.

Washing by Machine

Clothes washer tari mani gan developed as a way to reduce the manual labour
spent, providing an open basin or sealed container with paddles or fingers to automatically
agitate the clothing. The earliest machines were hand-operated and constructed from
wood, while later machines made of metal permitted a fire to burn below the washtub,
keeping the water warm throughout the day’s washing. The earliest special-purpose
washing device was the scrub board, invented in 1797.

By the mid-1850s, steam-driven commercial laundry machinery was on sale in the

UK and US. The rotary washing machine was patented by Hamilton smith in 1858. As
electricity was not commonly available until at least 1930, some early washing machines
were operated by a low-speed single-cylinder hit and miss gasoline engine.

Early Machines

The first English patent under the category of washing and wringing machines was
issued in 1691. A drawing of an early washing machine appeared in the January 1752
issue of “The Gentlemen’s Magazine”, a British publication. Jacob Christian Schaffer’s
washing machine design was published 1767 in Germany. In 1782, Henry Sidgier issued a

25
British patent for a rotating drum washer, and in the 1790s Edward Beetham sold
numerous “Patent Washing Mills” in England.

England established public wash rooms for laundry along with bath houses
throughout the 19th century. Washer design improved during the 1930s. The mechanism
was now enclosed within a cabinet, and more attention was paid to electrical and
mechanical safety. Spin dryers were introduced to replace the dangerous power
mangle/wringer of the day.

A large number of US manufacturers introduced competing automatic machines

(mainly of the top-loading type) in the late 1940s and early 1950s. An improved front-
loading automatic model, the Bendix Deluxe (which retailed at $ 249.50), was introduced
in 1947.

Several manufacturers produced semi-automatic machines, requiring the user to

intervene at one or two points in the wash cycle. A common semi-automatic type
(available from Hoover in the UK until at least the 1970s) included two tubs: One with an
agitator or impeller for washing, plus another smaller tub for water extraction or
centrifugal rinsing.

Modern Washers

In 1994, Stabber Industries released the System 2000 washing machine, which is
the only top-loading, horizontal-axis washer to be manufactured in the United States. The
hexagonal tub spins like a front-loading machine, only using about third of the water as
conventional top-loaders. This factor has led to an Energy Star rating for its high
efficiency.

In 1998, New Zealand based company Fisher & Paykel introduced its smart drive
washing machine line in the US. This washing machine uses a computer-controlled system
to determine certain factors such as load size and automatically adjusts the wash cycle to
match. It also used a mixed system of washing, first with the “Eco-active” wash, using a
low level of recirculated water being sprayed on the load followed by a more traditional
style wash.

26
 In 2001, Whirlpool Corporation introduced the calypso, the first vertical-axis high
efficiency washing machine to be top-loading. A wash plate in the bottom of the tub
nutated (a special wobbling motion) to bounce, shakes, and toss the laundry around.
Simultaneously, water containing detergent was sprayed on to the laundry. The machine
proved to be good at cleaning, but gained a bad reputation due to frequent breakdowns and
destruction of laundry.

In 2007, Sanyo introduced the first drum type washing machine with “air wash”
function. This washing machine uses only 50 liters of water in the recycle mode.

In 2008, the University of Leeds created a concept washing machine that uses only
a cup (less than 300ml) of water and 44 pounds (20kg) of re-usable plastic chips to carry
out a full wash. The machine leaves clothes virtually dry, and uses less than 2 percent of
the water and energy otherwise used by a conventional machine.

Features Available in Most Modern Consumer Washing Machines

 Predefined programs for different laundry types.

 Variable temperatures, including cold wash.
 Rotation speed settings.
 Delayed execution: a timer to delay the start of the laundry cycle.

Additionally Some of the Modern Machines Feature

 Child lock
 Time remaining indication
 Steam

Future functionalities will include energy consumption prognosis before starting the
program, and electricity tariff induced delayed start of the machines.

27
 AIR CONDITIONER

Air conditioning is the process of altering the properties of air (primarily

temperature and humidity) to more favorable conditions. More generally, air conditioning
can refer to any form of technological cooling, heating, ventilation, or disinfection that
modifies the condition of air.

An air conditioner (often referred to as AC) is a major or home appliance, system,

or mechanism designed to change the air temperature and humidity within an area (used
for cooling and sometimes heating depending on the air properties at a given time). The
cooling is typically done using a simple refrigeration cycle, but sometimes evaporation is
used, commonly for comfort cooling in buildings and motor vehicles. In construction, a
complete system of heating, ventilation and air conditioning is referred to as “HVAC”.
The basic concept behind air conditioning is known to have been applied in ancient Egypt
where reeds huge in windows had water trickling down. Other techniques in medieval
Persia involved the use of cisterns and wind towers to cool buildings during the hot
season. Modern air conditioning emerged from advances in chemistry during the 19 th
Century, and the first large-scale electrical air conditioning was invented and used in 1911
by Willis Havilland carrier. The introduction of residential air conditioning in the 1920s
helped starts the great migration to the Sunbelt.

History

The 2nd Century Chinese inventor Ding Huan of the Han Dynasty invented a rotary
fan for air conditioning, with seven wheels 3 m in diameter and manually powered. In the
17th Century, Cornelis Drebbel demonstrated “turning summer into winter” for James I of
England by adding salt to water. In 1758, Benjamin Franklin and john Hadley, a
chemistry professor at Cambridge University, conducted an experiment to explore the
principle of evaporation as a means to rapidly cool an object.

In 1820, British scientist and inventor Michael faraday discovered that

compressing and liquefying ammonia could chill air when the liquefied ammonia was
allowed to evaporate. Dr. Gorrie died impoverished in 1855, and the idea of air
conditioning faded away for 50 years.

28
 James Harrison’s first mechanical ice-making machine began operation in 1851 on
the banks of the Barwon River at Rocky Point in Geelong (Australia). His first commercial
ice-making machine followed in 1854, and his patent for an ether vapor-compression
refrigeration system was granted in 1855.

MICROWAVE OVEN

There was a time when refrigerators (or fridge) and a mixer were the only
appliances present in one’s kitchen. This is slowly changing and the latest buzz word in
Indian homes is “Microwave Oven”.
It has been there in our market for over a decade now. But with the prices coming
down and the buying power of middle class families increasing, everyone wants to own
one.
This article is just an introduction to this gadget. We will cover more on the
brands, usage guides in the coming days.
To start with, a microwave oven is nothing but a heater which works on the
principle of radiation. Inside the device is a small Magnetron which is the source of the
microwave radiation. These waves are capable of penetrating solids and cause a heating
action which results in food being cooked or heated.

29
What does the Microwave do to Your Food?

When one wants to (re)heat food or cooks it, they simply open the door of the
microwave and keep in the food inside. Then after closing the door, the select the setting
from the available controls which includes time and heat levels.
Soon the microwave buzzes to life and as seen in most microwaves, the turntable
inside starts to rotate. Your food is on top of this turning glass plate and it causes an even
heating effect.
At the end of the present time, the microwave stops and usually emits an audible
sound for you to know that the cycle is over. That is it.

Understanding a Microwave

There could be two or more types of microwave ovens in the market. This
classification would be based on the operating logic. There are
a) Mechanical switch based Microwave ovens &
b) Digital logic based Microwave ovens.
The former has usually 2 knobs. The timer knob is spring loaded and upon turning
to a specific time value (e.g. 1 minute), it slowly starts to unwind to the “0″ position mark.
The knob is calibrated in such a manner that the time to unwind the spring matches the
time marked on the dial.
Similarly we have the temperature setting knob, which is pretty much similar to the
load selection knobs on old washing machines. The heat levels of microwave ovens are
usually selectable in “Watts”.
A more advanced version is the digital microwave where all operations are
controlled by touch switches and all the settings are reflected by digital displays.

Based on the Build of the Microwave There are Again Two Types

a) Plastic body microwave and

b) Metal body microwave

30
What not to do in a Microwave Oven

 Never keep anything metallic in nature inside the microwave. You would end up
spoiling your microwave as metallic objects because sparking effect within a
microwave oven.
 Do not cook eggs as they can explode within the microwave.
 Do not fill containers to the brim and try to heat or cook them. They will boil over
and stain your microwave’s interiors and it would be tough to clean them.
 Do not use too high or too low settings.
 Do not clean your microwave with solvents or acids.
 Do not try to repair it yourself. Always seek a professional help. Microwave is
dangerous to humans if exposed for a prolonged period of time.
 Never ever try to put electronic items such as mobile phones inside a microwave
to remove moisture. Microwave can cause irreversible damage to silicon chips.

How You Can Use Your Device Effectively

 Read the manual prior to usage. Unlike other devices, the microwave manual can
teach you lot of important details.
 Try reading some microwave cookbooks for new recipes.
 Clean with a soft cloth and mild soap water and keep it aerated to remove food
odor.

Quick Facts about Microwave

 Commonly used for reheating food and beverages
 Capacity is measured in litres (like refrigerators)
 Heating units are measures in Watts
 Can be used to cook food – but may require a different approach to cooking
 Consumes less oil than traditional cooking
 Nutrients are preserved in microwave cooking
 Not all types of food can be made in microwave. Examples include but are not
limited to
 Items which require deep frying like Pappads – exception is Lijjat Pappad
 Pizza – which would require a conventional oven.

31
 CHAPTER – IV

ANALYSIS AND INTERPRETATION OF DATA

Table No – 4.1

GENDER WISE CLASSIFICATION

Gender No. of Respondents Percentage

Male 20 20

Female 80 80

Total 100 100

Sources: Primary data

The above Table No. 4.1 represents gender wise classification of the respondents.
20 % of the respondents are male and remaining 80 % of the respondents are female.

32
 Chart – 4.1

GENDER WISE CLASSIFICATION

20%

Male
Female

80%

33
 Table No – 4.2

AGE OF THE RESPONDENTS

Age No. of Respondents Percentage

Below 20 years 22 22

Between 20 – 40 years 72 72

Between 40 – 60 years 6 6

More than 60 _ _

Total 100 100

Sources: Primary data

The above Table No. 4.2 shows the age of the respondents. 22 % of the
respondents are below 20 years. 72 % of the respondents are in the age group of 20 – 40
years. 6 % of the respondents belong to the age group of 40 – 60 years. The zero
percentage of the respondents who agreed above 60 years.

34
 Chart – 4.2

AGE OF THE RESPONDENTS

80
72%
70

60

50

40

30
22%
20

10 6%

0
Below 20 Years Between 20 - 40 Between 40 - 80 Morethan 60
Years Years

35
 Table No – 4.3

MARITAL STATUS OF THE RESPONDENTS

Marital Status No. of Respondents Percentage

Unmarried 44 44

Married 56 56

100
Total 100

Sources: Primary data

The above table represents marital status of the respondents. 44 % of the

respondents are unmarried and 56 % of the respondents are married.

36
 Chart – 4.3

MARITAL STATUS OF THE RESPONDENTS

56%

60
44%

50

40

30

20

10

0
Unmarried Married

37
 Table No – 4.4

EDUCATIONAL QUALIFICATION

Educational Qualification No. of Respondents Percentage

Illiterate 15 15

School Level 10 10

Graduate 40 40

Post Graduate 19 19

Others 16 16

Total 100 100

Sources: Primary data

The above table represents educational qualification of the respondents. It is

understood that 15 % of the respondents are illiterate. 10 % of the respondents are having
only school level. 40 % of the respondents are graduates and 19 % of the respondents are
having post graduates. The remaining 10 % of the respondents are having other
qualifications.

38
 Chart – 4.4

EDUCATIONAL QUALIFICATION

40%

40

35

30

25
19%
20 16%
15%

15 10%

10

0
Literature School Level Graduate Post graduate Others

39
 Table No – 4.5

OCCUPATION OF THE RESPONDENTS

Occupation No. of Respondents Percentage

Govt. employees 12 12

Private employees 44 44

Business man 24 24

Others 20 20

Total 100 100

Sources: Primary data

The above table 4.5 shows the occupation of the respondents. 12% of the
respondents are government employees, 44% of the respondents are private employees.
24% the respondents are business man and remaining 20% of the respondents are have
other occupations.

40
 Chart – 4.5

OCCUPATION OF THE RESPONDENTS

44%
45

40

35

30
24%
25
20%
20

15 12%

10

0
Govt.Employee Private Employee Business Man Others

41
 Table No – 4.6

MONTHLY INCOME OF THE RESPONDENTS

Monthly Income No. of Respondents Percentage

Below Rs 5000 14 14

Between Rs 5000 – Rs 15000 50 50

Between Rs 15000 – Rs 30000 16 16

Above Rs 30000 20 20

Total 100 100

Sources: Primary data

The above table shows monthly income of the respondents. 14 % of the

respondents are below Rs 5000. 50 % of the respondents are earning an income which is
between Rs 5000 – Rs 15000. 16 % of the respondents are earning an income which
is between Rs 15000 – Rs 30000 and the remaining 20 % of the respondents are
earning an income which is above Rs 30000.

42
 Chart – 4.6

MONTHLY INCOME OF THE RESPONDENTS

50%
50

45

40

35

30

25
20%
20 16%
14%
15

10

0
Below Rs 5000 Between Rs 5000 - Rs Between Rs 15000 - Rs Above Rs 30000
15000 30000

43
 Table No – 4.7

SIZE OF THE FAMILY

Size of Family No. of Respondents Percentage

Below 3 42 42

3–5 48 48

5–7 8 8

Above 7 2 2

Total 100 100

Sources: Primary data

The above table shows size of the family of the respondents. 42 % of the
respondents have the family size of below 3. 48 % of the respondents have between 3 – 5
members in their family. 8 % of the respondents have between 5 – 7 members in their
family and remaining 2 % of the respondents are above 7 members in their family.

Chart – 4.7

44
 SIZE OF THE FAMILY

48%
50 42%
45

40

35

30

25

20

15 8%

10 2%

0
Below 3 3 to 5 5 to 7 Above 7

Table No – 4.8

45
 NUMBER OF EARNING MEMBERS IN THE FAMILY

Earning Members No. of Respondents Percentage

One 26 26

Two 46 46

Three 12 12

More than three 16 16

Total 100 100

Sources: Primary data

The above Table represents the number of earning members in the family of the
respondents. A majority of the respondents (46 percent) have two earning members in
their family. 26% of the respondents have only one earning member in their family. 16%
of the respondents have more than three members in their family and remaining 12% of
the respondents have only three earning members in their family.

Chart – 4.8

46
 NUMBER OF EARNING MEMBERS IN THE FAMILY

50
46%
45

40

35

30
26%
25

20 16%
15 12%

10

0
One Two Three More than three

Table No – 4.9

47
 POSSES THE ITEMS

Items No. of Respondents Percentage

Refrigerator 36 36

Air conditioner 18 18

Washing machine 32 32

Microwave oven 14 14

Total 100 100

Sources: Primary data

The above Table shows posses the items of the respondents. 36 % of the
respondents were using refrigerator. 18 % of the respondents were using air conditioner.
32 % of the respondents were using washing machine and the remaining 14 % of the
respondents were using microwave oven.

48
 Chart – 4.9

POSSES THE ITEMS

36%
40
36%
35

30

25 18%

20 14%

15

10

0
Refrigerator Air conditioner Washing Machine Microwave Oven

49
 Table No – 4.10

PURPOSE FOR HOME APPLIANCES

Purpose No. of Respondents Percentage

Necessity 38 38

Save Time 42 42

Very Economical 10 10

Status 10 10

Total 100 100

Sources: Primary data

The above table shows purpose for bought the product. 38 % of the respondents
purchased the home appliances for necessity and 42 % of the respondents purchased the
home appliances for save time. 10 % of the respondents purchased the home appliances
for very economical and remaining 10 % of the respondents purchased the home
appliances for status.

Chart – 4.10

50
 PURPOSE FOR HOME APPLIANCES

45 42%

40 38%

35

30

25

20

15
10% 10%
10

0
Necessity Save time Very Economical Status

Table No - 4.11

51
 PERIOD OF USAGE

Period
No. of Respondents Percentage

Below 1 year
26 26

Between 1 – 3 years
52 52

Between 3 – 5 years
12 12

Above 5 years
10 10

Total
100 100

Sources: Primary data

The above table represents the period of usage of the respondents. 26 % of the
respondents were using the products below 1 year. 52 % of the respondents were using the
products between 1 – 3 years. 12 % of the respondents were using the products between
3 – 5 years and the remaining 10 % of the respondents were using the products above 5
years.

Chart - 4.11

52
 PERIOD OF USAGE

60 52%

50

40

26%
30

20 12%
10%

10

0
Below 1 year Between 1-3 years Between 3 -5 Years Above 5 Years

Table No – 4.12

53
 INFLUENCING FACTORS

Factors No. of Respondents Percentage

Price 10 10

Quality 60 60

Brand 24 24

Durability 6 6

Total 100 100

Sources: Primary data

The above table shows factors influenced by the respondents. 10 % of the

respondents influenced due to price. 60 % of the respondents influenced due to its quality.
24 % of the respondents influenced due to brand and the remaining 6 % of the respondents
influenced due to its durability.

Chart – 4.12

54
 INFLUENCING FACTORS

60%
60

50

40

30
24%

20

10%
10 6%

0
Price Quality Brand Durability

Table No – 4.13

55
 CHANGED OLD PRODUCT FOR NEW

Opinion No. of Respondents Percentage

Yes
42 42

No
58 58

Total 100 100

Sources: Primary data

The above table represents old product for new of the respondents. 42 % of the
respondents changed the old for new and the remaining 58 % of the respondents have not
changed the old product.

Table No – 4.14

REASONS FOR CHANGING BRAND

56
 Reason No. of Respondents Percentage

Fashion 12 12

Durability 46 46

Quality 29 29

Others 13 13

Total 100 100

Sources: Primary data

The above table shows the reason for changing brand of the consumer durables.
12 % of the respondents have changed their products due to fashion. 46 % of the
respondents have changed their products due to durability. 29 % of the respondents have
changed their products due to quality and the remaining 13 % of the respondents have
changed their products due to others reasons.

Chart – 4.13

57
 REASONS FOR CHANGING BRAND

50
46%
45

40

35
29%
30

25

20

15 12% 13%

10

0
Fashion Durability Quality Others

Table No – 4.15

58
 MODE OF PURCHASE

Mode of Purchase No. of Respondents Percentage

Cash 80 80

Installment 10 10

Credit 10 10

Total 100 100

Sources: Primary data

The above table represents mode of purchase of the product. 80 % of the

respondents buy the product by cash. 10 % of the respondents buy the product through
installment and the remaining 10 % of the respondents buy the product through credit.

Chart – 4.14

59
 MODE OF PURCHASE

80%
80

70

60

50

40

30

20
10% 10%
10

0
Cash Installment Credit

Table No – 4.16

WAY OF KNOWING ABOUT THE PRODUCT

60
 Way No. of Respondents Percentage

Advertisement 54 54

Friends 18 18

Relatives 14 14

Sales Representatives 14 14

Total 100 100

Sources: Primary data

The above Table reveals way of knowing about the products. 54 % of the
respondents know about this product through advertisement. 18 % of the respondents
know about this product through friends. 14 % of the respondents know about this product
through relatives and the remaining 14 % of the respondents know about this product
through sales representatives.

Chart – 4.15

WAY OF KNOWING ABOUT THE PRODUCT

61
60 54%

50

40

30
18%
20 14% 14%

10

0
Advertisement Friends Relatives Sales Representatives

Table No – 4.17

OPINION ABOUT ADVERTISEMENT MESSAGE

62
 Opinion No. of Respondents Percentage

Informative
28 28

Useful
66 66

Educative
6 6

Total 100 100

Sources: Primary data

The above Table shows the opinion about advertisement message. 28 % of the
respondents opinioned that the advertisement was very informative. 66 % of the
respondents opinioned that the advertisement was more useful and remaining 6 % of the
respondents opinioned that the advertisement was very educative.

Table No – 4.18

TIME OF PURCHASE

63
 Time No. of Respondents Percentage

Discount sales 20 20

Festival season 52 52

Special occasion 10 10

Anytime 18 18

Total 100 100

Sources: Primary data

The above table shows time of purchase. 20 % of the respondents purchase the
product at the time of discount sales. 52 % of the respondents purchase the product at the
time of festival season. 10 % of the respondents purchase the product at the time of special
occasion and remaining 18 % of the respondents purchase the product at the any time.

Chart – 4.16

TIME OF PURCHASE

64
60 52%

50

40

30
20%
18%
20
10%

10

0
Discount Sales Fesitval Season Special occasion Anytime

Table No – 4.19

PLACE OF PURCHASE

65
 Place No. of Respondents Percentage

Namakkal 72 72

Salem 12 12

Trichy 4 4

Others 12 12

Total 100 100

Sources: Primary data

The above table shows place of purchase. 72 % of the respondents purchase the
product in Namakkal. 12 % of the respondents purchase the product in Salem. 4 % of the
respondents purchase the product in Trichy and the remaining 12 % of the respondents
purchase the product in other places.

Chart – 4.17

PLACE OF PURCHASE

66
80
72%
70

60

50

40

30

20
12% 12%
10 4%

0
Namakkal Salem Trichy Others

Table No – 4.20

AVAILABILITY OF SERVICE FACILITY

67
 Service Facility No. of Respondents Percentage

Yes
68 68

No
32 32

Total 100 100

Sources: Primary data

The above table represents the availability of service facility of the respondents.
68 % of the respondents opinioned that the service facility was available with the dealers
and but the remaining 32 % of the respondents was not available the service facility.

Table No – 4.21

SATISFACTION ABOUT AFTER SALE SERVICE

68
 Opinion No. of Respondents Percentage

Yes
86 86

No
14 14

Total 100 100

Sources: Primary data

The above table shows satisfaction about after sales service. 86 % of the
respondents are satisfied with the after sale service and remaining 14 % of the respondent
are not satisfied with the after sales service.

Table No – 4.22

69
 DIFFICULTIES CAUSED BY THE PRODUCT

Opinion No. of Respondents Percentage

Yes
24 24

No
76 76

Total 100 100

Sources: Primary data

The above table represents difficulties caused by the product. 24 % of the

respondents are having difficulties in using the products and the remaining 76 % of the
respondents are not having difficulties in using the product.

Table No – 4.23

70
 REACTION OF THE DEALERS

Reaction No. of Respondents Percentage

Taken back the product 40 40

Offer their services 35 35

Exchange the product 25 25

Total 100 100

Sources: Primary data

The above table represents the reaction of the dealers. 40 % of the respondents said
that the dealers back the product. 35 % of the respondents said that the dealers offered
their services and remaining 25 % of the respondents said that the dealers exchanged the
product if there was any fault.

Chart – 4.18

71
 REACTION OF THE DEALERS

40%

40 35%

35

30 25%

25

20

15

10

0
Taken back the product Offer their Services Exchange the product

TESTING OF HYPOTHESIS

Hypothesis – 1

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 There is no significant difference between satisfaction of prices of different
consumer goods and occupation of the respondents.

Observed values

Particulars Highly satisfied Satisfied Total

Govt. employees 6 6 12

Private employees 20 24 44

Business man 2 _ 2

Others 22 20 42

Total 50 50 100

Expected values

Particulars Highly satisfied Satisfied Total

Govt. Employees 6 6 12

Private employees 22 22 44

Business man 1 1 2

Others 21 21 42

Total 50 50 100

Calculation of Chi – square

O E (O – E) (O – E)2 (O – E)2 / E
6 6 0 0 0
20 22 -2 4 0.1818

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 2 1 1 1 1
22 21 1 1 0.0476
6 6 0 0 0
24 22 -2 4 0.1818
_ 1 -1 1 1
20 21 -1 1 0.0476
Chi – square value 2.4588

By using chi – square test, the value of the results is given below.
Calculated value = 2.4588

Table value

5 percent level of significance = 0.05

Degrees of freedom = (r – 1) (c – 1)

= (4 – 1) (2 – 1)

=3

Degrees of freedom = 3

Table value = 7.815

The calculated value is 2.4588 which is less than the tabulated value 7.815 at 5%
level of significance. The hypothesis is accepted. Hence, there is no significant difference
between satisfaction of prices of different consumer goods and occupation of the
respondents.

Hypothesis – 2

There is no significant difference between the male and female respondents are not
satisfied with the quality of the home appliances.

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 Observed values

Particulars Highly satisfied Satisfied Total

Male 10 10 20

Female 38 42 80

Total 48 52 100

Expected values

Particulars highly satisfied Satisfied Total

Male 9.6 10.4 20

Female 38.4 41.6 80

Total 48 52 100

Calculation of Chi – square

O E (O – E) (O – E)2 (O – E)2 / E

10 9.6 0.4 0.16 0.0166

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 38 38.4 -0.4 0.16 0.00416

10 10.4 -0.4 0.16 0.0153

42 41.6 0.4 0.16 0.00384

Chi – square value 0.0399

By using chi – square test, the value of the results is given below.

Calculated value = 0.0399

Table value

5 percent level of significance = 0.05

Degrees of freedom = (r- 1) (c – 1)

= (2 – 1) (2 – 1)

=1

Degrees of freedom = 1

Table value = 3.841

The calculated value is 0.0399 which is less than the tabulated value 3.841 at 5%
level of significance. The hypothesis is accepted. Hence, there is no significant different
between the male and female respondents are not satisfied with the quality of the home
appliances.

Hypothesis – 3

There is no significant difference between the male and female respondents are not
satisfied with the after sale services.

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 Observed values

Particulars Satisfied Not satisfied Total

Male 16 4 20

Female 70 10 80

Total 86 14 100

Expected values

Particulars Satisfied Not satisfied Total

Male 17.2 2.8 20

Female 68.8 11.2 80

Total 86 14 100

Calculation of Chi – square

O E (O – E) (O –E)2 (O – E)2 / E

16 17.2 -1.2 1.44 0.0837

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 70 68.8 1.2 1.44 0.0209

4 2.8 1.2 1.44 0.5142

10 11.2 -1.2 1.44 0.1285

Chi – square value 0.7473

By using chi – square test, the value of the results is given below.

Calculated value = 0.7473

Table value

5 percent level of significance = 0.05

Degrees of freedom = (r – 1) (c – 1)

= (2 – 1) (2 – 1)

=1

Degrees of freedom = 1

Table value = 3.841

The calculated value is 0.7473 which is less than the tabulated value 3.841 at 5%
level of significance. The hypothesis is accepted. Hence, There is no significant
difference between the male and female respondents are not satisfied with the after sale
services.

CHAPTER – V
SUMMARY OF FINDINGS, SUGGESTIONS AND CONCLUSION

Findings

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 The majority of the respondents 80% are female.
 The majority of the respondents 72% are in the age group of 20 – 40 years.
 The majority of the respondents 56% are married.
 The maximum of the respondents 40% are having qualification of graduates.
 The maximum of the respondents 44% has been found that they are private
employees.
 The majority of the respondents 50% earn monthly income of between
Rs 5000 – 15000.
 The maximum of the respondents 48% have 3 – 5 members in their family.
 The maximum of the respondents 46% have 2 earning members in their family.
 The maximum of the respondents 36% are used refrigerator.
 The maximum of the respondents 42% purchased the home appliances for save
time.
 The majority of the respondents 52% were using the products between 1 -3 years.
 The majority of the respondents 60% bought this product for its quality.
 The majority of the respondents 58% have not changed the old product.
 The maximum of the respondents 46% have changed their product due to
durability.
 The majority of the respondents 80% bought the product by cash.
 The majority of the respondents 54% know about the product through
advertisement.
 The majority of the respondents 66% opinioned that the advertisement was more
useful.
 The majority of the respondents 52% purchased the product at the time of festival
season.
 The majority of the respondents 72% purchased the product in Namakkal.
 The majority of the respondents 68% opinioned that the service facility was
available with the dealers.

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  The majority of the respondents 86% are satisfied with the after sale service.
 The majority of the respondents 76% are not having difficulties in using the
product.
 The maximum of the respondents 40% said that the dealers taken back the product.

Suggestions

1. Different models should be introduced.

2. Offer and discount should be given during all the occasions to capture all the
potential buyers.
3. Dealership facilities should be extended to semi – urban areas.
4. There should be easy availability of spare parts of the products.
5. Home appliances can be introduced with the low consumption of electricity.
6. Different modes of installment scheme to be introduced.
7. The catalogues should be given both English and Tamil.

Conclusion

The present study entitled, “A study on consumer behaviour of home appliances

durable goods with special reference to in Namakkal town” – is gaining an important
place in the modern business analysis. The functions and the responsibilities of the
manufacturing unit are to maximize the production at minimum cost. At the same time, the
consumers want the product that satisfies their needs. But the needs are varied. So the
manufacturer must study the behaviour of the consumers before producing the product,
then only manufacturer to thrive in the competitive market place.

BIBLIOGRAPHY

Books

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  Kothari, C.R., “Research Methodology”, Vishwan Prakasam Publication, 2004,
New Delhi.
 Gupta, S.P., “Statistical Methods”, Himalaya Publishers, New Delhi, 2005.
 Sherlakar. S.A., “Marketing Management”, Bombay: Himalaya Publishing
House, 1983.
 Philip Kotler, Gary Armstrong, “Principles of Marketing”.
 J.Jayasankar, “Marketing”, Sultan Chand & Sons.
 Dr. N. Rajan Nair., Sanjith R. Nair., “Marketing”, Sultan Chand & Sons.
 R.S.N. Pillai, Bagavathi., “Modern Marketing”, S.Chand & Company ltd.
 Micheal J. Etzel., Bruce J. Walker., William J. Stanton., Ajay Pandit.,
“Marketing”.

Journals
 Dr. Ramachandran Azhagaiah and Eganathan Ezhilarasi., “Consumer Behaviour
Regarding Durable Goods”, Indian Journal of Marketing, Volume 42, Number 2,
Feb 2012.
 Malika Rani., “Women’s Role in Buying Behaviour for Durables: A Study of
Malwa Region in Punjab”, Indian Journal of Marketing, Volume 42, Number
12, Dec 2012.

Websites
 Www. Profile of Refrigerator.Com
 Www. Profile of Washing Machine.Com
 Www. Profile of Air Conditioner.Com
 Www. Profile of Microwave Oven.Com
 Www. Investor Words.Com.
A STUDY ON CONSUMER BEHAVIOUR OF HOME APPLIANCES
DURABLE GOODS WITH SPECIAL REFERENCE TO
NAMAKKAL TOWN
Research Guide: Research Scholar:

81
Mrs.K.SUGANYA, M.Com, M.Phil, M.B.A, Ms.A.SIVARANJANI,
Lecturer, Dept of Commerce, Final Year M.Com,
Selvamm arts and Science College, Selvamm Arts and Science College,
Namakkal-3 Namakkal-3

QUESTIONNAIRE
1. Name :
2. Gender :
A) Male B) Female
3. Age :
A) Below 20 years B) Between 20 – 40 years
C) Between 40 – 60 years D) more than 60
4. Marital status
A) Unmarried B) Married
5. Educational qualification
A) Illiterate B) School Level
C) Graduate D) Post graduate
E) Othe rs
6. Occupation of the respondent
A) Govt. employee B) Private employee
C) Business man D) Others
7. Monthly income
A) Below Rs 5000 B) Between Rs 5000 – Rs 15000
C) Between Rs 15000 – Rs30000 D) Above Rs 30000
8. Size of the family
A) Below 3 B) Between 3 – 5
C) Between 5 – 7 D) Above 7
9. Number of earning members in the family
A) 1 B) 2
C) 3 D) More than 3
10. Do you posses the following items

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 A) Refrigerator B) Air conditioner
C) Washing machine D) Microwave oven
11. Tell what purpose you have bought the product
A) Necessity B) Save time
C) Very economical D) Status
12. How long have you been using this product?
A) Below 1year B) Between 1 – 3 years
C) Between 3 – 5 years D) Above 5 years
13. What are the factors influencing to buy the product?
A) Price B) Quality
C) Brand D) Durability
14. Have you changed old for new
A) Yes B) No
If yes, mention the reason
A) Fashion B) Durability
C) Quality D) Others
15. Mode of purchase
A) Cash B) Credit
C) Installment
16. How did you know about the Product?
A) Advertisement B) Friends
C) Relatives D) Sales representatives

17. Opinion about the price of the product

Product Highly satisfied Satisfied Dissatisfied

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Refrigerator
Air conditioner
Washing machine
Microwave Oven

18. Opinion about quality of the product

Product Highly satisfied Satisfied Dissatisfied

Refrigerator
Air conditioner
Washing machine
Microwave Oven

19. Opinion about lifetime of the product

Product Highly satisfied Satisfied Dissatisfied
Refrigerator
Air conditioner
Washing machine
Microwave Oven

20. Your opinion about advertisement message

A) Informative B) Useful
C) Educative
21. At what time do you prefer to buy durable Goods?
A) Discount sales B) Festival season
C) Special Occasion D) Any time

22. Where did you purchase

A) Namakkal B) Salem
C) Trichy D) Others

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 23. Do you avail any service facility?
A) Yes B) No
24. Are you satisfied from the after sales service?
A) Yes B) No
25. Do you think any improvement in your status after using this kind of home
appliances?
A) Yes B) No
If No, mention the reason
26. Do you suffer any difficulties with the product?
A) Yes B) No
If yes, mention the reason
A) Taken back the product B) Offer their services
C) Exchange the product
27. Do you have brand loyalty?
A) Yes B) No
If No, mention the reason
28. Any other suggestions

85