INTRODUCTION TO PROJECT

Everybody know about Washing Machine & Refrigerator As these durable goods are the
part of human life.

There are different benefits of Washing Machines and Refrigerators : -

Washing Machines & Refrigerators Project Report

Washing Machine is mainly used to wash the clothes. It is invented because Washing of
clothes require a lot of hard work but due to technology upgradation in this territory. It
has become a status symbol and a product of want.

Today, these different washing machines are provided by different companies by different
features.

Some company is providing simple washing machine with dryer, some of other providing
fully automatic. Some companies are providing Front Loading.

Refrigerator is used to store food item at a very low temperature so that food does not
destroy.

Food products are easily attacked by enzymes in summer season. So scientist think of the
product, that are stored at low temperature so that they can be safe for a longer period and
in this way, a great scientific product was invented namely Refrigerator, i.e. Fridge in
common language.

Now a days, there are different types of advanced Refrigerators that are available in the
market. Some of larger capacity, some are of eco-friendly, some are frost-free, some
make ice quickly and others maintains the hygienes of food items.

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CONSUMER BEHAVIOUR

Consumer behaviour is the study of individuals, groups, or organizations and all the
activities associated with the purchase, use and disposal of goods and services, including
the consumer's emotional, mental and behavioural responses that precede or follow these
activities. Consumer behaviour emerged in the 1940s and 50s as a distinct sub-discipline
in the marketing area. Consumer behaviour is an inter-disciplinary social science that
blends elements from psychology, sociology, socialanthropology, ethnography,
marketing and economics, especially behavioural economics. It examines how emotions,
attitudes and preferences affect buying behaviour. Characteristics of individual
consumers such as demographics, personality lifestyles and behavioural variables such as
usage rates, usage occasion, loyalty, brand advocacy, willingness to provide referrals, in
an attempt to understand people's wants and consumption are all investigated in formal
studies of consumer behaviour. The study of consumer behaviour also investigates the
influences, on the consumer, from groups such as family, friends, sports, reference
groups, and society in general.

METHODS OF CUSTOMER RESEARCH IN MARKETING

There are a lot of different consumer behavior research methods, for example: surveys,
focus groups, interviews, storytelling, photography, pictures, diaries, experiments, field
experiments, conjoint analysis, observations, purchase panels, database marketing etc.
Most popular types of consumer researchers are in-house marketing research
departments, external marketing research firms, advertising agencies, syndicated data
services, retailers, research foundations/trade groups, government, consumer
organizations etc. Currently academics and academic research centers are very interested
in consumer researches because there are a lot of changes and challenges, there are
changes in theories, theoretical approaches, methods and methodologies.

There are two main approaches to customer research in marketing :

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1. Secondary research involves using information that others have already put together.

2. Primary research, in contrast, is research that you design and conduct yourself. Primary
methods include surveys, focus groups, personal interviews, projective techniques,
observation, online research methods, and psychological methods.

Each method has own advantages and disadvantages

3. Surveys are useful for getting a great deal of specific information

4. Focus groups are useful when the marketer wants to launch a new product or modify
an existing one

5. Personal interviews involve in-depth questioning of an individual about his or her

interest in or experiences with a product

6. Projective techniques are used when a consumer may feel embarrassed to admit to
certain opinions, feelings, or preferences

7. Observation of consumers and their behavior what often is a powerful tool

8. Online research methods. Currently scanner data is most popular method where the
information from the shops are analyzed and compared. At the same time development of
information technologies provoke development of new online methods and we are
expecting a lot of new methods in the nearest five years

9. Physiological measures are occasionally used to examine consumer response.

Customer behavior is influenced by different factors and it is important to analyze how
these factors are influencing changes in customer behavior and customer behavior in
general. Therefore the authors would like to apply correlation methods to the list of
methods of consumer behaviors’ analysis

FACTORS INFLUENCING CONSUMER BEHAVIOR

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Many authors have their own classification of factors what influence consumer behavior.
For example, David Jobber recommended such classification – Technical, Economic,
Social and Personal. Technical criteria are related to the performance of the product or
service and include reliability, durability, comfort and convenience. Economic criteria
concern the cost aspects of purchase and include price, running costs and residual values
(e.g. a trade-in value of a car). Social criteria concern the impact that the purchase makes
on the persons perceived relationships with other people, and the influence of social
norms on the person. Personal criteria concern how the product or service relates to the
individual psychologically. Self image is our personal view of us. Some people might
view themselves as young, upwardly mobile, successful executives, and wish to buy a
product that reflects that conception.

The authors agree with offered classification, but would like to add additional criteria to
each group. For example, in technical criteria the authors recommend to add also physical
dimensions of a product (like size, weight, hardness, density etc.). To economical criteria
authors recommend to add overall economical situation in a country, level of household
incomes, and other macro economical parameters. In the social criteria authors are
confident to recommend include cultural and national particularities what is dominant in
decision making process and action in every national group even in a multicultural
market. As a very important personal characteristic the authors can name intelligence
quotient. Very well known authors - William O.Bearden, Thomas N.Ingram and
Raymond W.Laforge recommended allocating factors in three groups – Social, Individual
and Situational

Influence of the social environment

The most important social influences are culture, subculture, social class, family, and
interpersonal or reference group influences. Culture refers to the values, ideas, attitudes,
and symbols that people adopt t communicate, interpret, and interact as members of
society. In fact, culture describes a society’s way of life. Culture is learned and
transmitted from one generation to the next. It includes abstract elements (values,
attitudes, ideas, religion), and material elements (symbols, buildings, products, brands).

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The process of absorbing a culture is called socialization. It continues throughout ones
life and produces many specific preferences for products and services, shopping patterns,
and interactions with others. Applied to marketing and consumer behavior, it is referred
to as consumer socialization

At the same time according to the author’s point of view the global trends are
connected with mix of cultures and lost of strict national traditions. Many international
events become a part of national celebrations. For example, Halloween day is not Latvian
national celebration, but it becomes usual. The concept of culture has two primary
implications for marketing: it determines the most basic values that influence consumer
behavior patterns, and it can be used to distinguish subcultures that represent substantial
market segments and opportunities.

Individual differences

A vast number of individual differences can influence consumer behavior. Some

of the most important include personality, lifestyles and psychographics, and motivation.
Personality reflects a person’s consistent response to his or her environment. It has been
linked to differences in susceptibility to persuasion and social influence and thereby to
purchase behavior. General personality traits related to consumer behavior include
extroversion, selfesteem, dogmatism and aggressiveness

In addition to the environment and individual consumer characteristics, situational

influences also affect consumer behavior. Situational influences can involve purchase for
anticipated situations, such as special occasions, and unanticipated occurrences, such as
time pressures, unexpected expenses, and changed plans.

Situational store factors within the retail environment are also important. These
store conditions include physical layout, atmospherics, location, the presence of others,
the assistance of salespeople, and in-store stimuli.

The model offered y William O.Bearden, Thomas N.Ingram and Raymond W. Laforge
does not include a lot of very important factors what influences consumer behavior.

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Unfortunately, there are no economic factors included, therefore authors presume that this
model is constructed for market with dominate of middle-class consumers and their
incomes are stable in very long period. This model would be difficult to apply directly to
the market of Latvia or the Baltic States. But, at the same time, this model is notable,
because it contains situational factors what is not mentioned often in scientific
elaborations of other authors

Brassington Frances and Stephen Pettit are grouping all factors in four groups –
Individual, Situational, Group influences and Marketing mix. The decision-making
process is affected by a number of other more complex influences. Some of these
influences relate to the wider marketing environment.

Although marketers try to define groups of potential customers with common

attributes or interests, as a useful unit for the formulation of marketing strategies, it
should not be forgotten that such groups or market segments are still made of individuals
who are different from each other. This section, therefore, looks at aspects that will affect
an individual’s perceptions and handling of the decision-making process, such as
personality, perception, learning, motivation and the impact of attitudes. The authors
support idea that personality is very important in consumer behavior.

Generally person with her/his individual characteristics, psychological portrait,

experience, attitude, perception, motivation etc. is central element in consumer behavior
theory. Therefore, authors just can add that in last decade we can observe a lot of new
definitions and meanings who describe a person and it individuality, for example,
emotional intelligence, intellectual quotation, psychoemotional level etc. These are
subjects for interdisciplinary studies (psychology and marketing, sociology and
economics etc.).

Thomas C.Kinner, Kenneth L.Bernhardt and Kathleen A.Krentler classify factors

- Demographic, Marketing mix, Internal/ Psychological, External/Social and Situational

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 Demographic factors play an important role in the consumer purchase process.
Income, age, occupation, and a myriad of other demographics can influence decision
making at every step in the process.

Another set of factors that marketers certainly hope will influence consumer
behavior is the marketing mix itself.

Much of what we know about how consumers behave is based on theories and
research from the field of psychology, the study of individual behavior. When analyzing
the process by which consumers make purchase decisions, marketers should understand
such psychological factors as motivation, perception, learning, personality, and attitudes
because they help explain the why of consumer behavior. Psychological factors are
sometimes called internal factors, that is, their influence occurs within the individual.
Because their influence is internal it cannot be observed, but must be inferred from what
people say or do.

Situational factors are all those factors particular to a time and place of
observation that do not follow from a knowledge of personal (individual) and stimulus
(choice alternative) attributes and that have a demonstrable and systematic effect on
current behavior. In other words, these factors are influences on consumer’s behavior that
aren’t related to the individual buyer or the alternatives being considered. Such factors
may affect communications situation, purchase situation, or usage situation

Authors composed described factors what influences consumer behavior in table

(see table no.1) and according to this theory and their own definition offer their opinion
about classification and grouping of these factors.

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 Table 1. Consumer behavior influence factors
Author Factor Samples
Kotler Cultural Culture, Subculture, Social class
Social Reference groups, Family, Roles and status
Personal Age and lifecycle stage, occupation, economic situation,
lifestyle, personality and self-concept
Psychological Motivation, perception, learning, beliefs and attitudes
Brassington Individual Personality, Perception, Motivation, Attitude
Situational Sociocultural, Technological, Economic/ Competitive,
Frances,
Political/ Regulatory
Stephen
Group influences Social class, Culture/ subculture, Reference groups,
Pettit
Family
Marketing mix Price, Product, Place, Promotion
Thomas Demographic Age, Education, Income, Race, Material status,
C.Kinnear, Household size, Gender
Marketing mix Product, Place, Price, Promotion
Kenneth
Internal/Psych Motivation, Perception, Learning, Personality, Attitudes
L.Bernhadt,
ological
Kathleen External/ Social Culture, Social class, Reference groups, Family
A.Krentler Situational Physical surroundings, Social surroundings, Temporal
perspective, Task definition, Antecedent states

At the same time authors believe that there are a lot of different possibilities to
classify factors what influence consumer behavior. Therefore in presented research
authors work out their own classification of factors for evaluation of changing behavior.

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 EXECUTIVE SUMMARY
Consumer behaviour analysis is the use of behaviour principles, usually gained
experimentally, to interpret human economic consumption. It stands academically at the
intersection of economic psychology on one hand, and marketing science - the study of
the behaviour of consumers and marketers, especially as they interact - on the other.
Whilst behaviour principles are central to its theoretical and empirical research
programme, its quest to interpret naturally occurring consumer behaviours such as
purchasing, saving, brand choice, the adoption of innovations, and the consumption of
services raises subtle issues. In today's changing environment, both with respect to
customers preferences and organizations’ offering and / or orientation in the market, it
becomes necessary to keep track on customers behavior more so when products like
refrigerator, washing machines offers different variety with respect to colour, size,
design / shape, technical specifications / features, capacity, speed, performance, etc.
Several new products have entered into this specified product categories namely
entertainment, preservatives and cleaning under white goods industry. It is imperative
that consumer buying behavior is influenced by different factors like cultural (culture,
subculture, and - social class); social (reference groups, family, and social roles and
statuses); and personal (age, stage in the life cycle, occupation, economic circumstances,
lifestyle, personality, and self-concept). The present research is an attempt made in this
direction to provide marketers with clues to reach and serve consumers more effectively.
It also tends to answer questions pertaining to factors that influences consumer perception
and preference of these products, their points of status symbols, proportion of income
spent on basic necessities and the amount of income spent on luxuries and understanding
or identification of factors that motivates consumer brand switching. One of the
objectives of the research was to establish linkages between advertising and brand
awareness & preferences, and effect of sales promotion measures like offers discount
schemes etc on customer brand switching behavior. It is presumed that a detailed probe in
the area may bring some interesting facts of consumer buying behavior. There has been a
dearth of research studies concerning consumer buying behaviour with respect to white
goods industry. Understanding consumer buying behaviour in a particular context is of
immense use to marketers. In Indian context, where consumers spending and their

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purchasing patterns changes dynamically, its all the more critical to measure the
behaviour of consumers for selected products under white goods industry. In view of the
above facts, the present research focuses on the following aspects and delves into issues
like householders' - • Price recall and ownership pattern of consumers • Perception about
necessities and luxuries • Spending on white goods (luxury vis-a-vis necessities) • Level
of involvement (amount of time spent before purchasing such products) • Perception of
different brands operating in specific product category • Sources of information • Factors
influencing their purchase decisions • Brand preference for each category of products •
Brand Loyalty • Opinions about sales promotion / exchange offers • Opinions about
factors that motivates for brand change Therefore, the present study tries to integrate
these concepts and practically attempts to study consumer buying behaviour for selected
products under white goods. The concept of marketing is essentially customer orientated.
The second chapter includes the introduction to consumer behaviour which highlights the
broad scope of the study and focuses on important issues that sway consumer buying
behaviour namely brand, advertising, and sales promotion by bringing out role that
advertising and sales promotion plays in brand creation and finally lays trusts on role of
brand in consumer decision making. The third chapter reviews various research studies
carried out in India. Extensive research studies have been carried out on various aspects
of consumer buying behaviour in India is concerned, such studies are in very limited
number. The literature review has been taken as base for determining objectives of the
study, data collection tools like questionnaire and selecting tools for analysis of the data.
For the present study, a descriptive research design has been used, which is typically
more formal and structured than exploratory research. The present study has been carried
out by survey method through administration of structured questionnaire. However,
observations of the researcher have been duly noted under qualitative information.
Cluster sampling method was used to overcome the problem of incomplete information
about the population under study and select the sample through probability sampling
where each household has known chance of being selected. A total of 100 households
comprising from one city, were surveyed and the specific sample members / householders
were identified on a proportionate basis from each cluster. The researched mainly focused
on following five broad objectives: (i) To identify status symbols in order of preference

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of these consumers. (ii) To identify the proportion of income spent on basic necessities
and the amount of income spent on luxuries. (iii) To identify consumer perception and
preference towards brands operating in white goods industry. (iv) To analyze important
factors that influence consumer behavior in the purchase of Washing Machine,
Refrigerator. (v) To identify factors that motivates consumer brand switching. However,
an attempt was made to test the hypothesis like time spent in purchase of white goods,
importance of sales promotion schemes in consumers purchasing decisions and
identifying relationship between advertising and brand awareness. The data analysis and
interpretation has been done with the help of tables, charts and graphs. The collected data
has been analyzed through statistical techniques like frequency distribution, test of
significance, factor analysis, discriminant analyses, and least significance difference, etc.
wherever applicable. Some of the major findings of the study summarized as below It
was found that out of the total of 100 respondents, refrigerator and washing machine
owned by all the households. Householders’ generally consider factors like Value for
Money, ‘Retailers’ Services’ and ‘Promotional Communication’ before purchasing the
products. These insights into consumer behavior would be valuable in introducing for the
coming innovative products and services. They can provide guidelines for product
positioning and communication, by indicating what should be the reference for
consumers in communication messages. This can aid in formulating marketing strategies
for successive generations. The decision-making process for white goods has received
little attention. Systematic differences may exist. Another area in need of attention is the
role of affect in consumer decision making. Limited research that has been done shows
the existence of independent dimensions of positive and negative affect. Both dimensions
of affect are related to the favorability of consumer satisfaction judgments, extent of
complaint behavior, and word of mouth transmission. Continued investigation into the
influence of these variables on the decision-making process is suggested.

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 SIGNIFICANCE OF STUDY

Significance of study is given below:-

 This Report will help to understand the consumer behaviour towards purchasing a
new Washing Machine or Refrigerator.
 It also opens the various factor which can effect the purchase decision.
 This Report provide a frame of mind of people, what are the exceptions of
consumer and upto how much level these expectation met.
 This Report will be helpful for Retailers and Companies so that they can
understand the consumer behaviour and can satisfy the consumer on more better
manner.
 To know whether they recommend to other or not.

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 OBJECTIVE OF STUDY

Main objective of study is to analysis the consumer behaviour toward Washing Machine
& Refrigerator.

To achieve this objective various sub-objectives have established which are:

1. To analyse the needs of the consumers.

2. To assess the purchasing power of consumers on that particular product.
3. To assess that on which basis a consumer can purchase a Refrigerator or
Washing Machine of a specific brand.
4. To know about the satisfaction level of consumers from the service of product.
5. To analyses the improvement required in product.
6. To know that from where did they know about the brand of refrigerator or
washing machine
7. To assess the view point of the consumers toward celebrity endorsement.

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 REVIEW LITERATURE

As I would find any Project Report on the topic consumer behaviour towards Wachine
Machine & Refrigerator, So I consult Indian Journal of Marketing of the last year for
latest information Topics of various author are as follows.
 Consumer Behaviour & Markeing by Swasti Soni
 Brand preference by G.S.Ganesan
 Buyer Preference of Home Appliance By Dr. G. Sudarsana Reddy & Mr.

Rajarashmi
 Knowing the customer by Dr. Deepak Raj Gupta.

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RESEARCH METHODOLOGY

Research Methodology is a way to systematically solve the research problem. Research is

an art of scientific investigation & careful investigation or inquiry especially through
search for new facts in any branch of knowledge. The methodology may differ from
problem to problem, yet the basic approach remains same. Research is an original
contribution to the existing stock of knowledge making for its advancement.

RESEARCH DESIGN

Research is an arrangement of condition & analysis of data in a manner that aims to

combine relevance to the research purpose with economy in procedure. The research is
descriptive in nature.

DATA SOURCES

For collecting the data concerning the research study is primary.

TOOLS OF DATA COLLECTION:

Questionnaire: Primary

SAMPLE SIZE

A Sample of 100 customers was chosen.

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TYPE OF RESEARCH DESIGN

The project will certain the drivers Consumer Behaviour and to find the factor which
affect purchase of Washing Machine & Refrigerator.

The Research divide into two parts : -

 exploratory research to find the various drives of consumer behaviour

 conclusive research to find the factor affecting the purchase.

EXPLORATORY RESEARCH

The universe define as comprising of people who had avail, purchase for Washing
Machine & Refrigerator. Exploratory Research aimed at finding out the drivers of
consumer behaviour.

CONCLUSIVE RESEARCH

Conclusive Research consisted of Administer Survey through questionnaire. The

questionnaire mainly had closed end questions. The Final Questionnaire consisted of
questions based on factors affecting the consumer behaviour.

CONSTRUCT

The objective are further crystallized to determine specific constructs that essentially
define the Research Objective based on the Research Objectives, we have to measure : -

 Purchase Behaviour
 Post-Purchase Behaviour

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INFORMATION NEED

Respondent’s Profile

 Number of members in family

 Monthly Household Income

General Information

 Various consumer goods viz. Refrigerator, Washing Machine, owned by

respondent.
 No. of Refrigerator & Washing Machine owned (Nominal Scale & multi-choice)
 From where they get information about Washing Machine & Refrigerator (multi-
optional)
 How much respondents are satisfied by product (multi-optional)

DATA COLLECTION FROM PRIMARY SOURCES

The Primary Sources are customer who purchase or going to purchase Washing Machine
and Refrigerator.

The Universe for the survey is the customer who researches dealer’s shop and who have
Washing Machine & Refrigerator in their home. The survey done at Rohtak and nearby
areas. In all, I collect a sample of 100. Data will be collect through administrated
questionnaires.

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SCALING TECHNIQUES

The various scale used in the questionnaire are : -

 Nominal Scale with Multiple Choice

 For number of Washing Machine & Refrigerator
 Age of Washing Machine & Refrigerator
 Phase of Service

2. Ordinary Scale : Likert Scale

Traditional (Five Point Scale)

 Reach of Media through various measures (various Media)

 Effectiveness of celebrity endorsement in purchase decision (Strongly agree to
Strongly disagree)
 Opinion Regarding “After Sales Service” of Washing Machine and Refrigerator
(Fully Satisfied to Fully Unsatisfied)

3. 3 Point Scale

 Technology of Washing Machine (Simple & Fully Automatic)

 To check satisfaction level (Fully to Not Satisfied)

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4. Binary Scale

 Is Respondent having any type of Refrigerator or Washing Machine? (Yes or No)

 Would he/she recommend to another? (Yes or No)

5. Open End

 If he/she doesn’t recommend then Why?

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Data analysis:-

Table No.1 Which Brand of Refrigerator they purchased

Options Percentage
Samsung 23
Godrej 20
Haier 18
LG 22

Other 17

Interpretation :- 23% peoples purchased Samsung Refrigerator, 20% peoples

purchased Godrej Refrigerator, 18% peoples purchased Haier Refrigerator, 22% peoples
purchased LG Refrigerator & 17% peoples purchased other brand Refrigerator

Data analysis:-

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Table No.2 Reason for purchase of new Refrigerator
Options Percentage
Dont have any Refrigerator before new purchase 7
Old Refrigerator out of function/problematic 72
Better & Modern Refrigerator available 5
Storage Capacity of old REFRIGERATOR is not sufficient 16

Interpretation :- 7% peoples purchased new refrigerator because they dont have any
refrigerator at home, 72% peoples purchased refrigerator due to out of funtioning of old
refrigerator, 5% can change because modren refrigerator available and 16% can change
because of insufficient storage capacity.

Data analysis:-

Table No.3 Type of old Refrigerator

Options Percentage
Direct Cool 67
Frost Free 28
Double Cool 5

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Interpretation :- 67% peoples purchase direct cool refrigerator, 28% peoples purchase
frost free refrigerator & only 5% peoples purchase double cool refrigerator.

Data analysis:-

Table No.4 From where they know about the brand of Refrigerator

Options Percentage
Print Media 16
Broadcasting Media 42
Hording 31
Word of mouth 11

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Interpretation :- 16% peoples know about the brand from print media, 42% by
broadcasting media, 31% by hordings & only 11% by word of mouth.

Data analysis:-

Table No.5 Peoples involve in purchasing decision

Options Percentage
Husband(individually) 18
Wife(individually) 6
Husband & Wife(Both) 67
Entire Family 9

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Interpretation :- In 18% of cases husband can take purchase decision of a refrigerator,
in 6% of cases wife can take decision, in 67% cases both husband & wife can take
decision & only in 9% cases entire family can take purchase decision.

Data analysis:-

Table No.6 Impact of Celebrity endorsment

Options Percentage
Agree 35
Neutral 47
Disagree 18

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Interpretation :- 38% peoples agreed impact of celebrity endorsment in case of
refrigerator, 47% peoples stay neutral & 18% peoples disagree.

Data analysis:-

Table No.6 When they like to purchase

Options Percentage
When promotional schemes are open 87
When promotional schemes not available 13

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Interpretation :- 87% peoples interested to purchase refrigerator when promotional
schemes are open and 13% when promotional schemes not available.

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 FINDINGS

 Samsung refrigerator is most selling refrigerator than others

 Most of the customers purchase refrigerator when it stops functioning
 Direct Cool refrigerators are most selling category of refrigerators.
 Broadcasting media is the best media for advertisement.
 Mostly all of the appraisers are satisfied with these criteria.
 Mostly Husband & Wife(Both) involve in the purchasing decision of refrigerator.
 More than 70% customers satisfied from their purchasing decision
 Mostly peoples are neutral even of celebrity endorsment in case of purchase of
refrigerator.
 All most all of the peoples willing to purchase a refrigerator when promotional
schemes are open.
 Mostly peoples agrees that after sale service is matter allot in case of purchasing a
refrigerator.

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 SUGGESTIONS

1. They have to pay more attention on Broadcast media advertisement.

2. They have to focus on after sales service of products.
3. They have to produce more direct cool refrigerator than others
4. They have to introduce promotional schemes time to time.
5. They have to spread their market area to capture more customers.

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 LIMITATIONS OF STUDY

1. The size of sample used in this study is small which may influence the findings &
suggestions of study.
2. The area of sample is a district of a state which may influence the findings &
suggestions of study
3. Though every caution in flowing questionnaire was taken due to human nature,
the possibility of business in the questionnaire cannot rule out.

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Website & Search Engine:

 https://en.wikipedia.org
 https://economictimes.indiatimes.com
 http://www.yourarticlelibrary.com
 https://www.managementstudyguide.com
 https://study.com

Business Journals:

 Business World.
 Business Today

News Papers:

 Times of India
 Economic Times

Books Reffered:

 Consumer Behaviour in Indian Perspective - Suja R. Nair

 Research Methodology - C. R. Kothari

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1. Which Brand of Refrigerator you purchased?

(i) Samsung

(ii) Godrej

(iii) Haier

(iv) LG

(v) Other

2. Reason for purchase of new Refrigerator : -

(i) Dont have any Refrigerator before new purchase

(ii)Old REFRIGERATOR out of function/problematic

(iii) Better & Modern REFRIGERATOR available

(iv) Storage Capacity of old REFRIGERATOR is not sufficient

Q.3. You have old REFRIGERATOR, is it Direct Cool, Frost-Free or Double Cool?

(i) Direct Cool

(ii) Frost Free

(iii) Double Cool

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Q.4. From where did you know about your brand of REFRIGERATOR?

(i) Print Media

(ii) Broadcasting Media

(iii) Hoarding/Glowing Sign Board

(iv) Word-of-Mouth

Q.5. How many people of your family do involve in purchasing decision making : -

(i) Husband (Individually)

(ii) Wife (Individually)

(iii) Husband & Wife (Both)

(iv) Entire Family

Q.6. How much are you satisfied with your current purchase?

(i) Fully

(ii) Partially

(iii) Not Satisfied

Q.7. How do you view celebrity endorsement in case of REFRIGERATOR?

(i) Agree

(ii) Neutral

(iii) Disagree

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Q.8. When did you purchase/would like to purchase REFRIGERATOR?

(i) When promotional schemes are open

(ii) When promotional schemes not available

Q.9. What is your opinion regarding about ‘After Sales Service’ of

REFRIGERATOR?

(i) Agree

(ii) Neutral

(iii) Disagree

Q.10. If someone in your reference group and wants to purchase a new

REFRIGERATOR, would you suggest your company’s brands?

(i) Yes

(ii) No

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