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1.1 INTRODUCTION
Today the market situation in India is highly competitive across all the product
the target consumers, the situation is becoming more and more complex. The ever
changing customer preferences, rising consumerism, new entrants in the market, and
the short run which further resulting in shorter life cycles for durables particularly and
also for other lifestyle products are adding new dimensions to already complex
situation.
The market situation and its outcome are becoming increasingly uncertain. In
the light of this scenario, the organizations are becoming more and more desperate to
hold the customers, to retain the market share and to survive. The scenario in the
points have effectively segmented the market which has resulted in faster market
have resulted in attracting more and more customers to their brands. In fact the
competition in the rural market has assumed a battle field dimension and struggles for
the survival of the fittest. Therefore in the light of the scenario where the marketing
environment is changing at a very fast pace and the heightened aggression of the
appliances.
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Home appliances industry in India is one of the fast growing and competitive
industries of the country. The growth of this industry is really attributed to the most
become highly mechanical, and the utility of home appliances is inevitable. Though,
the ultimate users of the home appliances are housewives and housemaids, the
purchase decisions and brand preferences are enacted by husbands and wives
together. Unlike in the past, the consumers are more educated and more enlightened
today. The market trends reveal that the consumers are well informed and therefore
they demand greater assured performance from products and companies. This has lead
to a change in the marketing approach of the growth conscious companies. A shift has
taken place from the seller’s market to the buyer’s market. Due to the growing
competition in the industry the companies are under the pressure to win customers
and this has empowered the consumers more. The emphasis traditionally was on
making sales rather than building relationships; on selling and reselling rather than
caring for the customers. But now every company of the home appliances industry
highly satisfied customer stays longer, buys more as the company introduces new
products, offers products or service ideas to the company, pays less attention to the
competing brands and is less sensitive to price, and it costs less to serve them than
tells three people about a good product experience, but the average dissatisfied
customer bad mouths to 11 people. If each of them tells other people, the number
exposed to bad word of mouth may grow exponentially. If a company wants to adapt
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retaining customers and should design its strategies in such a way that it will
encourage consumers to purchase on regular basis, tell good words about the
company to more people. In addition, the company should motivate the dealers to sell
conditioners and washing machines. Consumer home appliance products are often
expensive for an average home, and are usually expected to last two to three years.
These goods are often purchased as gifts on a seasonal basis or for special occasions.
This category includes but is not limited to recreational goods, sporting equipment,
toys and hobby goods, jewellery, watches, home-ware and other durable home goods
with long product life. White goods such as washing machines, refrigerators and
coffee machines, as well as brown goods such as DVD players, televisions and stereos
are often grouped in this category. Consumer home appliances include any type of
homes is appliances. These items may include ovens, refrigerators, toasters, and gas
or electric water heaters. Consumer durables of this type are intended for use on a
regular basis, and often are sold with some type of warranty or service contract that
which yield services or utility over a period rather than being completely used up at
the moment of consumption can be termed as the consumer durables. Most consumer
goods are durables to some degree. So the term is often used in a more restricted
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The consumer home appliances can be segregated into consumer electronics
(TVs, VCRs/VCPs and audio systems) and consumer appliances (also known as white
ovens, vacuum cleaners and dishwashers. Over the years demand for consumer home
appliances has increased with the rising level of incomes, double income families,
Consumer durables were once considered luxury items targeting mainly the
branding and promotional strategies, the concept has melted down to the masses and
has become a part of the household necessities even of the lower-middle class and for
consumer awareness, and introduction of new models, the demand for consumer
home appliances has increased significantly. Products like washing machines, air
luxury items. However, there are still very few players in categories like vacuum
Today, television has become an essential and important media for business,
news, entertainment etc., while it was a mere source of education and curiosity when
it came into being. Television has been revolutionized with the application of satellite
technology; variety of channels from different countries can be viewed at our homes
“Yesterday’s luxurious are today’s necessaries”. The credit for the revival in TV
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industry largely goes to the satellite and cable television boom. In today’s life,
once called ‘the idiot box’ is now considered as ‘the intelligent box’.
In the post liberalization period global mega brands peeped into Indian
markets expecting a huge market which was just waiting to be tapped. Although the
entry of MNCs did not make an impact initially, aggressive marketing strategies and
innovative consumer friendly schemes have resulted in a sharp rise in their market
share.
LG, and Thomson etc. are competing with Indian brands such as BPL, Videocon,
Onida etc., to capture Indian markets. This study focuses on the consumer preference
of home appliances like television and the impressions of the consumers in regards to
emotion are important determinants for the success of the marketers. The
personal selling and promotional strategies. Thus, the marketing concept is more
consumers oriented and understanding consumer preference plays a vital role in it.
Hence, the study of brand preference of consumers towards home appliances becomes
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In olden days, people engaged the services of washer-man to wash their
clothes. But technological advancement has introduced new means. The introduction
of washing machine has simplified the task of washing clothes. Usually, washing their
clothes themselves helps in better maintenance of the clothes. But people have no
time to wash them in the modern world. Now-a-days people are busy working round
the clock. So they prefer a machine to wash in order to be able to spend that time
either to rest or to earn. It also has turned out to be a safer way of washing. The
their products. The consumers are not in a position to identify a good brand. They are
finding it very difficult to select the right brand. So many consumers are ready to buy
Today, with the technological advancement man can do many things which
were impossible before. Refrigerator, which keeps food and drinks fresh, has changed
to our convenience the schedule of cooking and purchasing food stuff in the busy
industrial society, and we can do it flexibly to match with our work schedule. When
item. Now its price has gone down considerably and more people can afford it. At
present there are several marketers who are offering their product in the refrigerator
Rangs, Butterfly, are the most widely known brands. Siemens is one of the leading
electrical and electronics manufacturing companies in the world with its global
image. In Bangladesh it targets the niche market for their home appliance products as
their marketing strategy commence with their high quality and expensive products.
They do not do their marketing for the masses, they do it only for a particular group of
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people who has the ability to buy their product. Since the standard of living of people
in our country is going up, everybody is aware of the brands of the products and
wants to buy a quality product which can serve them for a longer period of time.
Thus, consumer perception and brand awareness for refrigerators have now become a
Since the real life business situation is always very complex and competitive,
every business has to face the intense competition and those who can successfully
operate within this critical situation can only become the blue-chip. To stay and
increase the pace in the business track, promoting better perception and brand
Some customers do not change their behaviour and also their brand
preference. These kinds of consumers with brand loyalty are ready to wait for their
favoured brand, if it is not available in the market. In such critical situation, some
They are giving a wider publicity to their product and are trying to withstand the
competition. The exact logic for the purchase of a particular washing machine is
study concerned with the behavior of the consumer. Consumer ‘refers to buying by an
ultimate consumer, who buy products for personal or household uses, and not for
business purpose. The efficiency, with which a business concern functions, depends
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1.2 STATEMENT OF THE PROBLEM
Home appliances are gaining popularity in the present modern world. Many
brands and different varieties of home appliances are available in the market. To the
brands are available at the same rate, same colour, same design and with the same
performance. Most of the consumers from the study area do not have sufficient
Some consumers are influenced by the advertisement while some others are
influenced by friends, neighbours, colleagues, brand image and so on. In this context
the researcher has chosen this topic to analyse the brand preference of consumers
making their purchase decision on brand of home appliances. Some of them are unfair
In the home appliances market, the consumer is confused with the existence of
similar products with different brand names, and also there is a stiff competition. The
demand for home appliances will naturally increase from the working women. It
reduces the work load of home maintenance for working women. The conventional
grinding is no longer found in most of the middle class family. Mixie, Grinder,
Refrigerator, Washing Machines, Televisions are the five items selected for the
present study. As for Television there is a stiff competition among Samsung, Philips,
Sony, Sanyo, LG, Onida, Akai, Videocon, and BPL companies. Regarding Grinders
popular brands compete with local brands in the market to gain a market share. With
Whirlpool, Kelvinator, LG, Videocon, Voltas etc. The same also holds good, in case
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of washing machines. This study is an attempt to understand the preferences and the
Refrigerator, and Television, the aspects such as consumer preference to brand, the
factor influencing their preference, the consumer’s feedback on after sales service,
preference of product, and the preferred method of purchase have been taken up in the
analysis.
Home appliances have been a part and parcel of our day-to-day life. In fact, a
differentiated product is one that is viewed as different from others by majority of the
company durability of the product etc. In the market for home appliances almost
every day, advertisements are given in different media asking the consumer to return
Appliances and equipments that are used in the home or house in order to ease
the work are identified as home appliances. They include Mixes, Grinders,
Refrigerators, Washing Machines, and Televisions etc. The main advantage in home
appliances is economy, for example with the help of the refrigerators; we may store
vegetables, fruits, dairy products, ice creams etc. Other than this Grinder, Washing
Machine, Mixie, Television etc., which were considered as luxuries a decade ago,
have almost become necessaries of our life. In fact everyone feels the need for owning
these appliances.
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home appliances is absolutely essential for a marketer as the market for home
the behaviour of the buyer of home appliances, marketers will be in a better position
This study enables to have a clear insight into the brand preference. This study
focuses only the problems of the present day housewives and how the advent of home
appliances has satisfied the needs of the public. As home appliances occupies an
important position in the modern life, an attempt is made to find out the brand, which
emerges popular among the existing brands. This study also helps to understand the
The study has been undertaken from the consumers point of view. This study
consumers from home appliances. Further this study covers various factors
district.
Machines and Television are taken into consideration for this study.
(i) To study consumers’ preferences for the different brands of home appliances.
(ii) To study the factors influencing the consumers to purchase home appliances.
home appliances.
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(iv) To analyze the buying behavior of different classes of consumers based on
The study covers the brand preference of consumers towards home appliances
Kurunji (mountains), Mullai (forest), Marudham (paddy fields), Neithal (coastal) and
Palai (desert).
Ghats in the West, Kanniyakumari District in the South and Thoothukudi District in
the East. The district covers an area of 6,823 sq.km. It lies between 8.05˚ and 9.30˚
of the Northern latitude and 77. 05˚ and 78.25˚ of Eastern longitude. It has a
perennial river Tamirabarani and various other small seasonal rivers. This district is
blessed with beautiful waterfalls and cascades. Its diverse features include sandy soil
and fertile alluvium, a variety of flora, fauna and protected wild life. To add to its
beauty it has inland and mountainous forests. The Map 1.1 shows the geographical
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Http://Www.Tn.Nic.In
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Map 1.1
Tirunelveli District
chore. Home appliances taken into consideration for this present study includes
1.9 METHODOLOGY
Primary and secondary data were collected from different sources and were
used for analysis. Secondary data required for the study have been collected from
various publications and reports. Primary data were collected through questionnaire
structured by the researcher in consultation with the experts in the field. The finalized
questionnaire was pre-tested. The pilot study was conducted with 50 respondents
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the respondents in answering the questions were set right and the questionnaire was
finalized. The finalized structured questionnaire was used for collecting information
consumers from rural and urban areas. A sample of 50 consumers each is selected
from each of the five Municipalities in the four regions and a total sample of 250
consumers are thus selected from Urban area. Lastly, 10 Panchayats are selected again
on simple random sampling technique from the four regions and 25 consumers from
each Panchayat are selected for the study. Thus, a total of 250 consumers are selected
from the rural area. Thus in all, a total of 500 consumers are selected by applying
Primary data were collected directly from the respondents with the help of
questionnaire. After getting the questionnaire filled, the data collected were analysed
and interpreted using appropriate tools. The researcher collected the necessary
secondary data pertaining to the study from various books, journals, reports and
websites. The present study is of analytical and exploratory nature. Accordingly, the
A questionnaire was designed and used as tool for the collection of data from
the consumers. The questionnaire was administrated to the head of the family
on issues such as brand preference, the reasons and their performance of the product,
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1.12 HYPOTHESES
Tirunelveli district.
taluk.
Tirunelveli district.
district.
further analysis through computers. Then by using SPSS through computers the
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required classification tables have been prepared. Those classification tables have
Statistical tools like Percentages, ANOVA, ‘t’ test, Karl Pearson’s correlation
co-efficient and factor analysis have been used for analysis in the study.
1.14.1 ANOVA
existing among the three or more sample groups in relation to a variable. The total
variance in a set of data is divided into variation within groups and variation between
groups.
from a mean. Corresponding to the total variance and its two components, we have
the total sum of squares (SS), between groups sum of squares (SSb), within groups of
squares (SSw) is obtained by combining the sum squares i.e., the squared deviations of
every raw score from its sample mean. The formula used is
Where d = a deviation of every raw score of a category from its sample mean.
The between groups sum of squares (SSb)is by calculating the difference
between each sample mean and the total mean. The squared difference is multiplied
by the sample size in the concerned category and these quantities. The formula is
Where,
X = any sample mean
X1= the total mean
n = the number of scores in any sample
SSb = the between groups sum of squares
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The total sum of squares (SS1) is equal to a sum of within and between groups
sum of squares.
relationship among two variables. When two variables move in the same direction,
r=
Where,
r = the Pearson’s correlation co-efficient
based on the fundamental assumption that some underlying or latent factors which are
smaller in number than the number of observed variables, are responsible for the co-
variation among the observed variables. Thus a certain correspondence exists between
the underlying factors and observed variables. The mathematical properties of the
correspondence are such that one causal system of factors leads to a unique
correlation system of observed variables, but not vice versa. The correlation co-
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and those between the subsets. A factor analytical approach is used to address whether
from sets of measures. Principal component analysis method with vary-max rotation
had been selected since it is an approach to factor analysis that considers the total
variance in the date and also enhances interpretability. Principal component analysis
factors that will account for maximum variance in the data for using subsequent
that minimizes the number of variables with high loadings on a factor thereby
(i) The study covers only selected household appliances viz., Mixie, Grinder,
(ii) The size of the sample consumers is limited to 500. Considering the time and
The report of the study has been divided into five chapters.
The first Chapter titled Introduction and Design of the Study covers statement
of the problem, significance of the study, scope of the study, objectives of the study,
sampling method, data collection, limitations of the study and the chapter scheme.
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The second chapter titled Review of Literature reviews the relevant past
literature.
The third chapter titled Home Appliances - an Overview, views the theoretical
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