Siva Project New
Siva Project New
Siva Project New
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
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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.
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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.
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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
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.
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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.
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
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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.
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).
4. PSYCHOLOGICAL FACTORS
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.
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.
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
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”.
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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
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
PACKING
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PRICE
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
STANDARDISATION
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
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
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.
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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
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.
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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
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.
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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
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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
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CHAPTER - III
REFRIGERATOR
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
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anhydrous ammonia or sulfur dioxide, which occasionally leaked, making them unsafe for
home use and industrial purposes.
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.
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.
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Process and Components of a Conventional Refrigerator
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
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The Process by Hand
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.
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
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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.
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.
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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.
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.
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AIR CONDITIONER
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.
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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.
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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
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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.
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CHAPTER – IV
Table No – 4.1
Male 20 20
Female 80 80
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.
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Chart – 4.1
20%
Male
Female
80%
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Table No – 4.2
Below 20 years 22 22
Between 20 – 40 years 72 72
Between 40 – 60 years 6 6
More than 60 _ _
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.
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Chart – 4.2
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
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Table No – 4.3
Unmarried 44 44
Married 56 56
100
Total 100
36
Chart – 4.3
56%
60
44%
50
40
30
20
10
0
Unmarried Married
37
Table No – 4.4
EDUCATIONAL QUALIFICATION
Illiterate 15 15
School Level 10 10
Graduate 40 40
Post Graduate 19 19
Others 16 16
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
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Table No – 4.5
Govt. employees 12 12
Private employees 44 44
Business man 24 24
Others 20 20
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
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
Below Rs 5000 14 14
Above Rs 30000 20 20
42
Chart – 4.6
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
Below 3 42 42
3–5 48 48
5–7 8 8
Above 7 2 2
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
One 26 26
Two 46 46
Three 12 12
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
Refrigerator 36 36
Air conditioner 18 18
Washing machine 32 32
Microwave oven 14 14
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
36%
40
36%
35
30
25 18%
20 14%
15
10
0
Refrigerator Air conditioner Washing Machine Microwave Oven
49
Table No – 4.10
Necessity 38 38
Save Time 42 42
Very Economical 10 10
Status 10 10
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
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
Price 10 10
Quality 60 60
Brand 24 24
Durability 6 6
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
Yes
42 42
No
58 58
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
56
Reason No. of Respondents Percentage
Fashion 12 12
Durability 46 46
Quality 29 29
Others 13 13
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
Cash 80 80
Installment 10 10
Credit 10 10
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
60
Way No. of Respondents Percentage
Advertisement 54 54
Friends 18 18
Relatives 14 14
Sales Representatives 14 14
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
61
60 54%
50
40
30
18%
20 14% 14%
10
0
Advertisement Friends Relatives Sales Representatives
Table No – 4.17
62
Opinion No. of Respondents Percentage
Informative
28 28
Useful
66 66
Educative
6 6
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
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
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
67
Service Facility No. of Respondents Percentage
Yes
68 68
No
32 32
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
68
Opinion No. of Respondents Percentage
Yes
86 86
No
14 14
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
Yes
24 24
No
76 76
Table No – 4.23
70
REACTION OF THE DEALERS
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
72
There is no significant difference between satisfaction of prices of different
consumer goods and occupation of the respondents.
Observed values
Govt. employees 6 6 12
Private employees 20 24 44
Business man 2 _ 2
Others 22 20 42
Total 50 50 100
Expected values
Govt. Employees 6 6 12
Private employees 22 22 44
Business man 1 1 2
Others 21 21 42
Total 50 50 100
O E (O – E) (O – E)2 (O – E)2 / E
6 6 0 0 0
20 22 -2 4 0.1818
73
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
Degrees of freedom = (r – 1) (c – 1)
= (4 – 1) (2 – 1)
=3
Degrees of freedom = 3
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.
74
Observed values
Male 10 10 20
Female 38 42 80
Total 48 52 100
Expected values
Total 48 52 100
O E (O – E) (O – E)2 (O – E)2 / E
75
38 38.4 -0.4 0.16 0.00416
By using chi – square test, the value of the results is given below.
Table value
= (2 – 1) (2 – 1)
=1
Degrees of freedom = 1
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.
76
Observed values
Male 16 4 20
Female 70 10 80
Total 86 14 100
Expected values
Total 86 14 100
O E (O – E) (O –E)2 (O – E)2 / E
77
70 68.8 1.2 1.44 0.0209
By using chi – square test, the value of the results is given below.
Table value
Degrees of freedom = (r – 1) (c – 1)
= (2 – 1) (2 – 1)
=1
Degrees of freedom = 1
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
78
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.
79
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
Conclusion
BIBLIOGRAPHY
Books
80
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
82
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
83
Refrigerator
Air conditioner
Washing machine
Microwave Oven
84
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