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Volume-6, Issue-1, January-February-2016

International Journal of Engineering and Management Research
Page Number: 77-81

A Study on Factors Influencing the Buying Decision of Consumer towards

White Goods in Trichy City
Dr. K. Alex1, Mrs. A. Maria Selvi2
1
Associate Professor and Research Advisor, Department of Commerce, St. Joseph‟s College (Autonomous), Tiruchirappalli,
INDIA
2
Research Scholar, Department of Commerce, St. Joseph‟s College (Autonomous), Tiruchirappalli, INDIA

ABSTRACT depend on our perception, self concept, social and cultural

Consumer Buying Behaviour refers to the buying
behaviour of the ultimate consumer. Many factors,
specificities and characteristics influence the individual in
what he is and the consumer in his decision making process,
shopping habits, purchasing behavior, the brands he buys or
the retailers he goes. A purchase decision is the result of each
and every one of these factors. An individual like a consumer
is led by his culture, his subculture, his social class, his
membership groups, his family, his personality, his
psychological factors, etc.. and it is influenced by cultural
trends as well as his social and societal environment. By
identifying and understanding the factors that influence their
customers, brands have the opportunity to develop a strategy,
a marketing message (Unique Value Proposition) and
advertising campaigns more efficient and more in line with
the needs and ways of thinking of their target consumers, a
real asset to better meet the needs of its customers and
increase sales.
Keywords---- Socio – Economic factor, Personal factor,
Psychological factor, Sales promotional factors and
Consumer buying decision.
I. INTRODUCTION
background and our age and family cycle, our attitudes,
beliefs, values, motivation, personality, social class and
many other factors that are both internal and external to us.
While buying, we also consider whether to buy or not to
buy and, from which source or seller to buy. In some
societies there is a lot of affluence and, these societies can
afford to buy greater quantities and at shorter intervals. In
poor societies, the consumer can barely meet his barest
needs. The marketer therefore tries to understand the needs
of different consumers and having understood his different
behaviours which require an in-depth study of their
internal and external environment, he formulates his plans
for marketing.
II. OBJECTIVES OF THE STUDY
The study aimed to achieve a set of objectives as
follows.
1. To assess the influence of various Socio- Economic
factors of the consumers.
2. To analyze the psychological factors which influence
the Consumer buying behavior.
3. To study the product features and sales promotional
factors.

Marketing is impossible without buyers and III. SCOPE OF THE STUDY

sellers. Buyers or customers are the individuals and
organizations who seek to satisfy their needs and wants. The main scope of the study is to cover various
They buy products and services for the satisfaction of their factors that influence the buying decision of consumers
needs. Sellers or marketers are individuals and towards white goods – Refrigerator, Washing machine, Air
organizations who want to sell products and services conditioner.
which provide satisfaction. What we buy, how we buy,
where and when we buy, how much quantity we buy IV. RESEARCH METHODOLOGY

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For this research, mainly questionnaire method is
used to collect data from the respondents. The sample of
60 respondents from different Arts and science colleges in
Trichy city was selected. This study is based on both
primary and secondary data. Primary Data were collected
through questionnaire and secondary data were collected
from various books, Journal s, Magazines and websites.
V. SAMPLE SIZE AND TECHNIQUE
The sample of 60 respondents was selected by
using stratified proportionate random sampling technique.
VI. TOOLS FOR ANALYSIS
The collected data were analyzed with the help of
statistical tools like tables of simple Percentages, On the
basis of percentage, the total sample respondents are
analyzed, and it is used to rank the factors.
T- test and chi-square test were used.
VII. LIMITATIONS OF THE STUDY
The consumers buying pattern keeps changing
with the introduction of innovation in terms of product,
price, place, promotion and the technology and tools of
communication they use. If there is introduction of new
products or in the tools they use the pattern of consumers
buying behavior may change.
VIII. REVIEW OF LITERATURE
A review of previous studies has supported the
researcher to conduct the present study. The previous study
was examined and certain area which requires more
attention has been considered in the present study.
Belch (1998)6 Consumer behavior is „the process and
activities people engage in when searching for, selecting,
purchasing, using, evaluating, and disposing of products
and services so as to satisfy their needs and desires‟. The
study of consumer behavior is concerned not only with
what consumers buy, but also with why they buy it, when
and how they buy it, and how often they buy it. It is
concerned with learning the specific meanings that
products hold for consumers. Consumer research takes
places at every phase of the consumption process, before
the purchase, during the purchase and after the purchase.
Furaiji et al (2012)7 made a study on factors influencing a
consumer behavior in the electric appliances market. The
major findings of the study indicated that the social
factors, physical factors and marketing mix elements were
strongly associated with consumer buying behavior.
Me Adri Dreyer and Elmarie (2012)8 in their study
revealed that demographic variables such as gender, age,
marital status, province and qualification did not have a
significant influence on the brand associations; this implies
that the current brand is more universal and developed for
the general public. Such a universal brand is less expensive
to maintain as various target markets can associate with the
brand in the same way, thereby reducing marketing costs.
A Study by sidin, Rashid, Othman et.al. (2008)9
revealed that social structural variables such as social
status, age, birth order and city of dwelling influenced
children‟s consumption behavior. Young consumer‟s
decision making patterns are to be based on certain
parent/child characteristics such as, social class, and sex,
although the degree of associations varies by product type
also. The available information sources like newspaper,
magazine, internet, electronic media at higher socio-
economic class homes play an important role in
consumption behavior and purchasing.
Sridhar.G (2007)10 revealed that for a durable product,
such as Television, level of influence due to financial risk
is high followed by time risk, performance risk,
uncertainty in purchase & physical risk while for non
durable product such as toilet soap, influence of
uncertainty is more than financial risk & psychological
risk.
Sharm (2013)11 in his research states that the main
objectives of the study were to know the factors
influencing the purchase decision making and the buyers‟
decision in the case of non-availability of their favorite
brand in purchase consideration.
IX. ANALYSIS AND
INTERPRETATION OF CONSUMER
BUYING DECISION

Table - 1
Ranking the Personal factors of REFRIGERATOR
Family
Income Sex Age Residence Education Occupation Prestige Social status
Items size
N % n % n % n % N % n % n % n % n %
1st 7 11.7 9 15.0 21 35.0 6 10.0 2 3.3 5 8.3 3 5.0 3 5.0 4 6.7
2nd 7 11.7 19 31.7 6 10.0 7 11.7 2 3.3 5 8.3 2 3.3 4 6.7 6 10.0
3rd 8 13.3 7 11.7 4 6.7 6 10.0 6 10.0 4 6.7 16 26.7 8 13.3 4 6.7

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4th 16 26.7 4 6.7 5 8.3 7 11.7 7 11.7 4 6.7 9 15.0 9 15.0 8 13.3
5th 6 10.0 3 5.0 5 8.3 13 21.7 7 11.7 5 8.3 5 8.3 6 10.0 9 15.0
6th 3 5.0 4 6.7 5 8.3 7 11.7 7 11.7 11 18.3 8 13.3 7 11.7 7 11.7
7th 6 10.0 4 6.7 4 6.7 6 10.0 9 15.0 9 15.0 6 10.0 11 18.3 4 6.7
8th 4 6.7 4 6.7 7 11.7 3 5.0 14 23.3 8 13.3 6 10.0 6 10.0 6 10.0
9th 3 5.0 6 10.0 3 5.0 5 8.3 6 10.0 9 15.0 5 8.3 6 10.0 12 20.0
Results 4th 2nd 1st 5th 8th 6th 3rd 7th 9th
Source: Field data
The above table shows that 35% of the respondents have given 1st rank to sex. Because the decision is taken by both male and
female respondents and 20% of the respondents have given the lowest rank towards the social status.

Table-2
Ranking the personal factors of WASHING MACHINE
Family
Income Sex Age Residence Education Occupation Prestige Social status
Items size
N % n % n % n % N % N % n % n % n %
1st 13 21.7 7 11.7 7 11.7 7 11.7 4 6.7 6 10.0 5 8.3 6 10.0 5 8.3
2nd 5 8.3 28 46.7 8 13.3 4 6.7 4 6.7 5 8.3 7 11.7 7 11.7 6 10.0
3rd 7 11.7 3 5.0 16 26.7 5 8.3 9 15.0 4 6.7 5 8.3 8 13.3 7 11.7
4th 5 8.3 3 5.0 6 10.0 15 25.0 9 15.0 8 13.3 6 10.0 5 8.3 7 11.7
5th 6 10.0 3 5.0 4 6.7 4 6.7 13 21.7 3 5.0 5 8.3 4 6.7 6 10.0
6th 5 8.3 3 5.0 2 3.3 6 10.0 9 15.0 8 13.3 7 11.7 15 25.0 6 10.0
7th 5 8.3 2 3.3 7 11.7 8 13.3 3 5.0 6 10.0 5 8.3 7 11.7 11 18.3
8th 8 13.3 9 15.0 6 10.0 5 8.3 6 10.0 5 8.3 14 23.3 5 8.3 6 10.0
9th 6 10.0 2 3.3 4 6.7 6 10.0 3 5.0 15 25.0 6 10.0 3 5.0 6 10.0
Results 1st 2nd 3rd 4th 5th 9th 8th 6th 7th
Source: Field data
The above table reveals that maximum(21.7%) of the respondents accord 1st rank to income because the expenses are based on
the income level and 25 % of the respondents have given 4th rank to age and 8th rank to occupation of the respondents.

Table-3
Ranking the personal factors of AIR CONDITIONER
Family
Income Sex Age Residence Education Occupation Prestige Social status
Items size
n % n % n % n % N % N % n % N % n %
1st 13 21.7 4 6.7 8 13.3 6 10.0 6 10.0 3 5.0 5 8.3 4 6.7 4 6.7
2nd 7 11.7 9 15.0 13 21.7 6 10.0 3 5.0 7 11.7 3 5.0 2 3.3 3 5.0
3rd 4 6.7 7 11.7 8 13.3 7 11.7 5 8.3 7 11.7 4 6.7 13 21.7 2 3.3
4th 7 11.7 5 8.3 7 11.7 6 10.0 7 11.7 8 13.3 9 15.0 3 5.0 12 20.0
5th 5 8.3 11 18.3 6 10.0 5 8.3 4 6.7 8 13.3 7 11.7 9 15.0 9 15.0
6th 6 10.0 3 5.0 6 10.0 4 6.7 4 6.7 6 10.0 11 18.3 9 15.0 6 10.0
7th 7 11.7 8 13.3 3 5.0 15 25.0 5 8.3 2 3.3 8 13.3 2 3.3 7 11.7
8th 3 5.0 7 11.7 5 8.3 7 11.7 5 8.3 15 25.0 8 13.3 9 15.0 9 15.0
9th 8 13.3 6 10.0 4 6.7 4 6.7 21 35.0 4 6.7 5 8.3 9 15.0 8 13.3
Results 1st 5th 2nd 7th 9th 8th 6th 3rd 4th
Source: Field data
From the above table it is understood that for majority (21.7%) of the respondents income is ranked first and 3rd and 4th rank are
given to prestige and social status respectively. Residence secures the least rank in their order of priority.

Table-4
There is a significant association between sex of the respondents and their opinion on the factors influencing their
Product features and Sales Promotion.
T-Test

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Statistical
Products Mean S.D t df
inference
a.Overall product features (Refrigerator)
Male (n=30) 31.50 4.216 .046<0.05
-2.036 58
Female (n=30) 33.70 4.154 Significant
Overall product features (washing machine)
Male (n=30) 29.87 4.297 .015<0.05
-2.501 58
Female (n=30) 32.33 3.273 Significant
Overall product features (Air conditioner)
Male (n=30) 29.60 3.420 .001<0.05
-3.531 58
Female (n=30) 32.73 3.453 Significant
b.Overall sales promotion features (Refrigerator)
Male (n=30) 17.90 2.952 .000<0.05
-4.453 58
Female (n=30) 21.83 3.833 Significant
Overall sales promotion factors (washing
machine)
Male (n=30) 17.03 3.819 .001<0.05
-3.655 58
Female (n=30) 20.50 3.521 Significant
Overall sales promotion factors (Air condition)
Male (n=30) 18.43 2.979 .000<0.05
-3.891 58
Female (n=30) 21.37 2.859 Significant
Source: Statistical data

Null hypothesis Statistical tool

There is a significant difference between sex of
the respondents and their overall opinion on the factors
influencing their product features, null hypothesis is
rejected.
There is a significant difference between sex of
the respondents and their overall opinion on the factors
influencing their sales promotion, null hypothesis is
rejected.
Alternate hypothesis
There is no significant difference between sex of
the respondents and their overall opinion on the factors
influencing their product features, alternate hypothesis is
accepted.
There is no significant difference between sex of
the respondents and their overall opinion on the factors
influencing their sales promotion, alternate hypothesis is
accepted.
T- test was used and the results have been
highlighted in Table-4.
Findings
The table- 4 shows that there is a significant
difference between sex of the respondents and their overall
opinion on the factors influencing their product features.
The calculated value is less than the table value (p<0.05).
So the al ternate hypothesis is accepted and null hypothesis
is rejected.
b. The table - 4 shows that there is a significant difference
between sex of the respondents and their overall opinion
on the factors influencing their sales promotion. The
calculated value is less than the table value (p<0.05). So
the alternate hypothesis is accepted and null hypothesis is
rejected.

Table- 5
There is a significant association between sex of the respondents and their opinion on the factors influencing their
Advertisement.
Chi-square test
Male Female Total
Products Statistical inference
(n=30) (100%) (n=30) (100%) (n=60) (100%)
Refrigerator
Television 7 23.3% 6 20.0% 13 21.7% X2=7.293
Radio 4 13.3% 1 3.3% 5 8.3% Df=6
Newspapers 1 3.3% 6 20.0% 7 11.7% .295>0.05
Family 5 16.7% 7 23.3% 12 20.0% Not Significant

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Friends & Colleagues 4 13.3% 5 16.7% 9 15.0%

Retailer 3 10.0% 1 3.3% 4 6.7%
Internet 6 20.0% 4 13.3% 10 16.7%
Washing machine
Television 3 10.0% 2 6.7% 5 8.3%
Radio 3 10.0% 6 20.0% 9 15.0%
X2=3.289
Newspapers 8 26.7% 10 33.3% 18 30.0%
Df=6
Family 8 26.7% 8 26.7% 16 26.7%
.772>0.05
Friends & Colleagues 4 13.3% 2 6.7% 6 10.0%
Not Significant
Retailer 1 3.3% 0 .0% 1 1.7%
Internet 3 10.0% 2 6.7% 5 8.3%
Air Conditioner
Television 4 13.3% 9 30.0% 13 21.7%
Radio 4 13.3% 5 16.7% 9 15.0%
X2=3.402
Newspapers 7 23.3% 6 20.0% 13 21.7%
Df=6
Family 6 20.0% 5 16.7% 11 18.3%
.757>0.05
Friends & Colleagues 4 13.3% 2 6.7% 6 10.0%
Not Significant
Retailer 3 10.0% 2 6.7% 5 8.3%
Internet 2 6.7% 1 3.3% 3 5.0%
Source: Statistical data

Null hypothesis It is concluded from the study that the

There is no association between the sex of the
respondents and their opinion on the factors influencing
their Advertisement, null hypothesis is accepted.
Alternate hypothesis
There is significant association between sex of the
respondents and their opinion on the factors influencing
their Advertisement, alternate hypothesis is rejected.
Statistical tool
Chi-square test was used and the results have
been highlighted in Table- 5.
Findings
The table- 5 shows that there is no association
between sex of the respondents and their opinion on the
factors influencing their buying decision in the products.
The calculated value is greater than the table value
(p>0.05). So the alternate hypothesis is rejected and null
hypothesis is accepted.
X. SUGGESTIONS
Hence, the sex of the respondents does not play a
vital role in altering their buying decision, it could be
understood both men and women play an equal role in
buying decision. Therefore this advisable that, the
marketers design their marketing strategies, considering
factors other than their sex to make an equal appeal.
XI. CONCLUSION
manufacturer of the white goods will have to concentrate
more on the sex of the respondents and their opinion on the
factors influencing their Buying decision.ie, Socio-
Economic factors, Personal and Psychological factors. The
consumers buying pattern keeps on changing with the
introduction of innovation in terms of product, price, place,
promotion, its attributes, the quality, the design, the
technology, tools and the variants in the product. Once
they concentrate on these product related factors, the brand
will be a successful one in the market. For achieving
success, the dealers who in turn sell the products to the
customers will also have to concentrate on providing a
good service during the sales and after the sales. They have
to ensure that they provide a good showroom ambience,
with courteous employees and more variety of brands and
models.
REFERENCES
[1] P.C. Jain and Monika Bhatt (2008), “Consumer
Behaviour” – In Indian Context, 2nd Revised Edition,
p.no.1-3.
[2] R.S.N. Pillai & Bagavathi (2009), “Modern
marketing”, Principles and practices, Third Revised and
Enlarged Edition.P.no.6-7.
[3] Engel (James F), Black Well Rger D. Mini and Paul
Kaf (1998)- Consumer Behaviour, p.3
[4] Leon G. Schiffon & Lesile Lazr kanuk(2004),
“Consumer Behaviour”, p.no.7
[5] Philip Kotler (1998) http: /www.easytraining.com/
contact. htm.Accessed on 20.02.07.

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