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A Study on Consumer Satisfaction of Irich Home Appliances

Literature Review
Vijayalakshmi, S and Mahalakshmi, V (2013) have made an attempt on, “An impact of
consumer buying behavior in decision making process in purchase of electronic home appliances
in Chennai (India): an empirical study”, which presents consumer behavior is the study of
individuals, groups, or organizations and the processes they use to select, secure, and dispose
products, services, experiences, or ideas to satisfy needs and the impacts that these processes
have on the consumer and society.

Senthil Kumar, M.J and Sadeesh Kumar, K and Nagarajan, N.R (2013) “A Study on
Consumer’s Attitudes towards Washing Machine”, IJEMR, Vol.3, Issue.1, pp.22-28 5.
Rajarajan, M and Priyanga, T (2013) “Consumer Behavior Towards Selected Household
Appliances in Ramanathapuram District”, Primax International Journal of Commerce and
Management Research, Vol. 1, Issue No. 1, pp It attempts to understand the decision-making
process of buyers, both individually and in groups. It studies characteristics of individual
consumers such as demographics and behavioral variables in an attempt to understand people’s
wants. It also tries to assess influences on the consumer from groups such as family, friends,
reference groups, and society in general. This empirical study contributes to a vital
comprehension of the impact of dissimilar factors on consumer buying behaviors. The numerous
independent variables in electronic home appliances market in India are deeply analyzed. The
factors that are affecting the consumer behavior in electronic home appliances markets in India
have been taken as the empirical study of this research. The key findings of this study designates
that, overall, the set of self determining variables are weakly associated with the self determining
Selvakumar, M and Jegatheesan, K (2012) have written a paper on, “Brand Preference:
A Study With Reference To Washing Machines”, explains that washing machine is one of the
widely used home equipment which used to wash the cloths. India is one of the fast developing
countries in the world. At present it is needed for both in the family to work.
Therefore to simplify the washing work, the people need machine for washing. In washing
machines number of varieties are there. Today, Indian consumers not only have a wide variety of
brands to choose from, but also the option to buy a machine that is just right for them from
amongst the several models available. Apart from these factors that they should consider the
various wash programs, the wash mechanism and some convenience features that their machine
should have in order to provide the maximum level of comfort. With this backdrop, this article
makes an attempt to analyse the brand preference of washing machines.

Ratika Rastogia and Sonia Chaudhary (2012) made their study entitled, “Psychology and
Buying Behavior of Rural Consumers with Special Reference to Television, Washing Machine
and Refrigerator in the Rural Areas of Meerut Region”. In this era of competition, understanding
the consumer is a necessity for producers. The consumer behavior suggest how individual,
groups and organization select, buy, use and dispose of goods, services, ideas or experience to
satisfy their needs and wants.

Vijayalakshmi, S and Mahalakshmi, V (2013) “An impact of consumer buying behavior in

decision making process in purchase of electronic home appliances in Chennai (India): an
empirical study”, Elixir Marketing Management, pp.15267-15273 7. Selvakumar, M and
Jegatheesan, K (2012)
“Brand Preference: A Study With Reference To Washing Machines”, Journal of Asian Research
Ratika Rastogia and Sonia Chaudhary (2012) “Psychology and Buying Behavior of Rural
Consumers with Special Reference to Television, Washing Machine and Refrigerator in the
Areas of Meerut Region”, International Journal of Trade and Commerce-IIARTC, Vol.1, No.
2, pp. 249-259 38.
(East et al., 2013) Price represents another critically important element of marketing and four
major types of pricing strategies consist of economy, penetration, skimming, and premium
pricing strategies.
(Kotler, 2012) Promotion element of marketing mix refers to any combination of promotion mix
integrating various elements of advertising, public relations, personal selling and sales
promotions to varying extents.

(Hoyer et al., 2012) Situational factors impacting consumer behaviour may include location,
environment, timing and even weather conditions In order to benefit from situational factors
major retailers attempt to construct environment and situations in stores that motivate perspective
customers to make purchase decision. Range of available tools to achieve such an outcome
include playing relaxing music in stores, producing refreshing smells in stores and placing bread
and milk products in supermarkets towards the opposite end of stores to facilitate movement of
customers throughout the store to make additional purchases etc.

The temporary nature of situational factors is rightly stressed by Batra and Kazmi (2008).

Personal factors, on the other hand, include taste preferences, personal financial circumstances
and related factors. The impact of personal factors on consumer decision-making is usually
addressed by businesses during market segmentation, targeting and positioning practices by
grouping individuals on the basis of their personal circumstances along with other criteria, and
developing products and services that accommodate these circumstances in the most effective


Consumer preference is a general term applied to all faces of marketing products and services.
This is not to be confused with the more-specific term brand preference, which relates to
consumers preferring one brand over competing brands. If one brand is unavailable, consumers
will likely choose another brand to fill the gap.
Satisfaction is a person’s feelings of pressure or disappointment resulting from product’s
perceived performance (outcome) in relation to his/her expectations. Customer satisfaction is the
level of a person’s felt state resulting from expectation”.
 To study the consumer preference and satisfaction towards Irich Home Appliances.
 To study influencing factor attracted by the consumer of Irich Home Appliances.
 To study awareness level of consumer towards Irich Home Appliances.

This study was conducted to know the satisfaction level of the customers who are using Irich
Home Appliances Products as customer satisfaction provides a leading indicator of consumer
purchase intentions and loyalty. Also it helps to gain new customer and retention of existing
Scope of my study is limited to the areas. The study is concerned with the service quality of Irich
Home appliances for satisfaction of its dealers and customers.
All findings and recommendations are based on the analysis of dealers & customers opinion. The
data available from Irich Home Appliances dealers and customer helped company to make
necessary changes in product and their service.

Research methodology describes how the research study was undertaken. This includes the
specifications of research design, source of data, method of data collection, the sampling method
and the tools used:
The research design used in this project by the researcher is the descriptive research design.
Descriptive research design:
· Determining the relationship between two are more variables.
· It is well structured.
· It is more economical, we can gather more information.
· Problems can be found after the questionnaire preparation.
· It needs less time.
Population for this research is set of dealers and customers those who are dealing
with Irich Home Appliances Products.
Sample units:

The sampling units used by the researcher for this research, are those who are dealing Roots
Auto Products.
Sample size:
The number of samples collected by the researcher is 20 dealers and 30 customers.
Sampling procedure / Sampling method:
The sampling method used for this study is non-profitability convenience sampling, which is
selected according to the easy and convenience of the researcher
Primary data:
The researcher collected both by direct survey from the retailers through questionnaire &
interview schedule. The researcher used structured non-disguised questionnaire.
Secondary data:
Here the researcher collected secondary data from the company profile, industry profile and
official web sites.
Research instrument used for data collecting is questionnaire and interview schedule.
The questionnaire is prepared in a well-structured and non-disguised form so that it is easily
understandable and answerable by everyone. The type of questions include in the questionnaire
are open-ended questions, multiple choice questions and dichotomous questions.
Interview Schedule
The interview method of collecting data involves presentation of oral-verbal stimuli and reply in
terms of oral-verbal responses. Then the responses are filled up in the questionnaire, for further
Stastical Tools Used For Analysis:
The researcher carries out analysis through various statistical tools. The statistical analysis is
useful for drawing inference from the collected information.
· Simple percentage analysis.
· Cross – Tabulation

Chapters Title
Executive summary
1 Introduction
2 Literature review
3 Methodology
4 Data Analysis
5 findings
6 Conclusion and Recommendation