Brand Preference A Study With

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BRAND PREFERENCE: A STUDY WITH REFERENCE TO WASHING MACHINES

Article · November 2012
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Marimuthu Selvakumar Jegatheesan Kalirajan

Ayya Nadar Janaki Ammal College Thiagarajar College (Autonomous), Madurai, Tamilnadu, India
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ASIANJOURNALOF
RESEARCHIN
MARKETING
BRAND PREFERENCE: A STUDY WITH
REFERENCE TO WASHING MACHINES
DR. M. SELVAKUMAR*; K.JEGATHEESAN**
*Assistant Professor,
Post Graduate and Research Department of Commerce,
Ayya Nadar Janaki Ammal College, Sivakasi.
**Assistant Professor,
Post Graduate and Research Department of Commerce,
Ayya Nadar Janaki Ammal College, Sivakasi.
ABSTRACT
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 the need to work both in the
family. Therefore to simplify the washing work, the people need machine for washing. In
washing machines number of varieties is there. Indian consumers today not only have a wide
variety of brands to choose from, but also the option to buy a machine that is just right for
1
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
back draft, this article makes an attempt to analyse the brand preference of washing
Journal of Asian Research Consortium
machines.
http://www.aijsh.org
KEYWORDS: Washing Machine, Brand preference, Dress, Cloth.

____________________________________________________________________________
INTRODUCTION
Every business is trying to make their products more popular and thereby try to be successful. But all
the businesses do not attain success due to several reasons. One of the most important reasons is
consumers’ behaviour. It is very difficult to predict and understand this obviously, it becomes
important for every business to concentrate on consumers and their behaviour.
The primary work of the business in the olden days was to concentrate only in the production
areas. But the trend today is totally different as the importance on marketing the business will
never be successful.
Banks of rivers in our country have been used for centuries for washing by the washer men. But
their numbers are thinning out with rapid urbanization. The washing machine is undoubtedly the
hottest selling new consumers durable today. Many consumer durables come into the marketed.
Washing machine plays a vital role in the running of the routine life of people and many brands
have been introduced in the market.
The lure of washing machine market has been strong enough to attract even the first time
business people viz, BPL, Videocon, Whirlpool, LG etc.., which have entered in the market very
recently with automatic, semi-automatic and standard models.
Marketing is often described as every one’s business. Washing and drying clothes have always
been a problem. There was a time when washing clothes was a tedious work for most of the
housewives. But now-a-days machine came to assist the housewife in many ways. The
housewives can wash out a lot of their worries with washing. A good washing machine can save
energy, money and time. Home appliances play an important role in our daily life”.
Indian consumers today 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.
STATEMENT OF THE PROBLEM
In olden days, people engaged the services of washer-man to wash their dresses. But due to
technological advancement new means were introduced. The introduction of washing machine
2
has simplified the task of washing dresses. Usually self washing helps them to keep the cloth in a
better way. People have no time to wash their dresses in the modern world. Now-a-days people
are very busy round the clock. So they prefer a machine to wash in order to spend that time
urnal of Asian Research Consortium
either for resting or for earning. It also turns out to be safe way of washing.
The manufacturers of different brands of washing machine project varying features of products.
The consumers are not in a position to identify the good brand. They are finding it very difficult
to select a right brand. At that time, some of the consumers are ready to buy any brand
recommended by another consumer.
Some customers are not to 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 this critical situation, some manufacturers are producing washing machines by means of
technological advancement. They are giving a wide publicity to their product and try to withstand the
competition. The exact logic for the purchase of a particular washing machine is highly an uncertain
factor. Hence, the researcher takes up this project work to deal with the behaviour and attitude of
washing machine users.
SCOPE OF THE STUDY
This study enables to have a clear insight into the brand preference. This study focuses only the
problems of the present days’ housewives and how the needs of the public are satisfied with the
advent of washing machine. As washing machine occupies an important position in the modern
life, an attempt is made to find out the brand, which is popular among the existing brands. This
study also helps to understand the factors, which influence the consumers to purchase the
washing machine.
OBJECTIVES OF THE STUDY
The objectives of the study are as follows:
9 To know the improtance of household appliances.
9 To understand the changing behaviour of the customers.
9 To determine the consumer’s brand preference of washing machine in Sivakasi.
9 To identify the problems faced by the washing machine users.
9 To gives suitable suggestions on the basis of the findings of the study.
METHODOLOGY
Methodology is an essential aspect of any research or investigation. It enables the investigator to
look at the problem in a systematic, meaningful and orderly way. The study is based on both
primary and secondary data. The study is partly concerned with response of the customers
3
towards the brand preference of washing machine.

Primary data were collected from the respondents through a well-designed interview schedule
after conducting a pre-test.
Secondary data were collected from various Journals, Magazines, Newspapers, Books and
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websites.
SAMPLING DESIGN
Though the customers are large in number, only 90 customers have been contacted by adopting
judgement sampling technique.
PERIOD OF STUDY
The present study is confined from 2010 to 2011.
AREA OF THE STUDY
Sivakasi Taluk of Virudhunagar District is taken

as the area of the study
TOOLS AND TECHNIQUES
The data are analysed by using appropriate statistical tools and techniques like; ¾ Per
centages.
¾ Weighted average.
¾ Chi-square test.
DEMOGRAPHIC FACTORS
Demographic factors are influencing the behavior of an individual. The purchasing
pattern and ability differ according to the demographic factors of the respondents. The study has
examined the age, sex, educational status, qualification, occupation and income of the family of
informants. Table 1 gives the details about the Demographic factors of the respondents.
TABLE 1 DEMOGRAPHIC FACTORS OF

THE RESPONDENTS
S. No Age No. of. Respondents Percentage
1. Less than 30 years 32 35.56
AJRM 2. Volume 1, Issue 5 (October,
30 – 40 years 35 2012) ISSN: 2277‐6621
38.89
3. 40 – 50 years 17 18.88
4. Above 50 years 6 6.67
Total 90 100
Sex
1. Male 5 5.56
2. Female 85 94.44
Total 90 100
Educational Status
1. Literate 85 94.44
2. Illiterate 5 5.56
Total 90 100
Qualification
1. Higher secondary level 42 49.41
2. Degree level 15 17.65
3. Post Graduate 25 29.41
4. Diploma / 3 3.53
Professionals
Total 90 100
Employment Status
1. Government Employee 10 11.11
2. Private Employee 33 36.67
3. Business 28 31.11
4 Professionals 6 06.67
5 Housewives 13 14.44
Total 90 100
Monthly Income of the family

1. Less than Rs.5000 17 18.89
2. Rs.5001 to Rs.10000 39 43.33
3. Rs.10001 to Rs.15000 14 15.56
4. More than Rs.15000 20 22.22
Total 90 100
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Source: Primary Data
Table 1 shows that out of 90 respondents most of the respondents are 30 – 40 years of
age, female, literate, having education up to higher secondary level, working in private concerns
and having income between Rs.5001 and Rs.10000.
REASONS FOR GIVING IMPORTANCE TO DRESS
Dresses change the personality of men and women. There is an old proverb “man fifty and dress
fifty”. In all social functions dresses have become a common attraction. Many reasons may be
accounted for giving importance to dresses. The reasons brought out in the research are tabulated
in the following Table 2.
TABLE 2 REASONS FOR GIVING IMPORTANCE TO DRESS

S. No Reasons No. of. Respondents Percentage
1. Attracting the attention to others 19 21.11
2. Protecting the body 28 31.11
3. Feeling Fresh 34 37.78
4. Status 9 10.00
Total 90 100
Among the 90 respondents contacted in the study area, 37.78 per cent of the respondents give
importance to dress for feeling fresh, 31.11 per cent of the respondents give importance to dress
5
for providing protection to the body, 21.11 per cent of the respondents give importance to dress
rtium
http://www.aijsh.or
Journal of Asian Research Co
for attracting the attention of others and the

balance of 10 per cent of the respondents are of
the opinion that it acts as status symbol.
Most (37.78%) of the respondents are using washing machine for feeling fresh.
HABIT OF CHANGING DRESS
Sivakasi occupies an important place in the industrial map of Tamilnadu. Being a hot industrial area
people has high dress consciousness. Occupational hazards also compel the persons to change their
clothes frequently. The frequency of changing dresses by the respondents is analysed and put on the
Table 3.
TABLE 3 HABIT OF CHANGING DRESS

S. No Changing dress No. of. Respondents Percentage
1. One day 84 93.33
2. Two day 6 6.67
Total 90 100
Table 3 reveals that Out of 90 respondents, 93.33 per cent of the respondents change their dress
daily and the remaining 6.67 per cent of the respondents of them use a particular dress for two
days.
It is clearly understood that majority (93.33%) of the respondents want their dresses to be
neat and clean.
MEANS OF WASHING DRESS
Dress is a kind of movable property and requires proper maintenance. Dress has to be washed and
ironed. In olden days, people engaged the services of washer man to wash their dress. But due to
technological advancement new means were introduced. The introduction of washing machine has
simplified the task of washing. Now- a-days, washing machine is a durable product, which is used by
consumers to wash their dresses.
TABLE 4 MEANS OF WASHING DRESS

6
S. No Means of washing No. of. Respondents Percentage

1. Through machine 25 27.78
2. Machine and Manual 59 65.56

3. Laundry 3 3.33
4. Machine and Laundry 3 3.33
Total 90 100
Table 4 clearly reveals that out of 90 respondents contacted 65.56 per cent of the respondents are
washing their dress through both machine and manual, 27.78 per cent of the respondents are
washing their dress only through machine, 3.33 per cent of the respondents are washing their
dress through laundry and the remaining 3.33 per cent respondents are washing their dress
S. No Period No. of. Respondents Percentage
1. Less than 5 years 47 52.22
2. 5 – 10 years 32 35.56
3. 10 – 15 years 8 8.89
4. Above 15years 3 3.33
Total 90 100
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through machine and laundry.
It is understood that most(65.56%) of the respondents are washing their dress through machine
and manual.
PERIOD OF WASHING MACHINE

Washing machine is very helpful for all the working people, because it is very better than self
washing. Washing machines are convenient for all types of clothes. It is represented in Table 5.
TABLE 5 PERIOD OF WASHING MACHINE
Table 5 reveals that, out of 90 respondents, 52.22 per cent of the respondents are using washing
machine less than 5 years, 35.56 per cent of the respondents are using washing machine 5 to 10
years, 8.89 per cent of the respondents are using washing machine 10 to 15 years and the
remaining 3.33 per cent of the respondents are

using the washing machine above 15 years.
It is inferred that most (52.22%) of the respondents are using the washing machine less than 5
years.
REASONS FOR USING WASHING MACHINE
The researcher has further investigated the reasons for using washing machine. It depends upon
so many factors like reduce the work, to wash better, status symbol, to get quick result etc.
TABLE 6
REASONS FOR USING WASHING MACHINE
1. Reduce the work 50 55.56
2. Better wash 21 23.33
3. Status symbol 6 6.67
4. Get quick result 13 14.44
Total 90 100
Among the 90 respondents, 55.56 per cent of the respondents have reported that, it reduces the
work, 23.33 per cent of the respondents attach much importance to wash better, 14.44 per cent of
the respondents prefer washing machine for getting quick result and the remaining 6.67 per cent
of the respondents are using washing machine as status symbol.
It clearly reveals that the majority (55.56%) of the respondents are using washing machine
because it is a labour saving device.
PURCHASE DECISION
Every product is purchased for its quality, attraction and reputation. Considering the
requirement of the family, the purchaser generally makes himself the purchase decision.
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TABLE 7 PURCHASE DECISION

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S. No Purchase Decision No. of. Respondents Percentage

1. Parents 37 41.11
2. Husband 23 25.56
3. Wife 4 4.44
4. Children 14 15.56
5. By all 12 13.33
Total 90 100
Jour
Out of 90 respondents, 41.11 per cent of the

respondents take purchase decision with their
parents, 25.56 per cent of the respondents take decisions through husband, 15.56 per cent of the
respondents take decision with children, 13.33 per cent of the respondents take decisions by all
and the remaining 4.44 per cent of the respondents are take decisions through wife.
Most (41.11%)of the respondents take the purchase decisions with their parents.
SOURCES OF MOTIVATION
Products are purchased on the basis of opinion of various people like friends, relatives,
neighbours, advertisement, salesman etc.
TABLE 8
SOURCES OF MOTIVATION
S. No Opinion No. of. Respondents Percentage
1. Friends 7 7.78
2. Relatives 36 40.00
3. Neighbours 11 12.22
4. Advertisement 33 36.67
5. Salesman 3 3.33
Total 90 100
The survey has also analyzed the purchase decision taken by the respondents. It clearly revealed
that 40 per cent of the respondents are motivated by relatives, 36.67 per cent by advertisement,
9
12.22 per cent by neighbours, 7.78 per cent by friends and the remaining 3.33 per cent of the
respondents are motivated by salesman.
It is known from the Table 8 that most (40%) of the respondents are influenced by
relatives.
BRAND PREFERENCE OF THE USERS
The consumers are finding it difficult to choose a particular brand from the numerous brands
available in the market. The researcher has enumerated the brand preference of washing machine
in the market. These details are displayed in Table 9.
TABLE 9 BRAND PREFERENCE OF THE USERS

S. No Brand Name No. of. Respondents Percentage
6 6.67
1. 2. Godrej 2 2.22
3. 4. Kelvinator 36 40.00
5. 6. Whirlpool 4 4.44
7. Voltas 7 7.8
8. Videocon 22 24.45
LG 10 11.11
Samsung 3 3.33
IFB
Total 90 100
Out of 90 respondents, 40 per cent of them used Whirlpool, 24.45 per cent of the respondents
have used LG, 11.11 per cent of the respondents use the Samsung, 7.78 per cent of the
respondents use the Videocon, 6.67 per cent of them use the Godrej. 4.44 per cent of the
respondents use the Voltas, 3.33 per cent of the respondents use the IFB and the remaining 2.22
per cent of the respondents are use the Kelvinator.
The majority of the respondents (40 %) preferred Whirlpool washing machine.
REASONS FOR PREFERRING A PARTICULAR BRAND
The consumers prefer the washing machine in various grounds. The details are mentioned in
Table 10
TABLE 10
REASONS FOR PREFERRING A PARTICULAR BRAND

10

2. 3. Quality 4 43.33 4.44
4. 5. Price 11 12.22
6. 7. Company’s image 10 11.11

8. Latest technology 5 5.56 4.44
9. After sales service 4 3.33 5.56

10. Durability 3 2.23
Guarantee period 5 7.78
Problem free 2
Availability 7
Other inducement
Total 90 100
Out of 90 respondents, 43.33 per cent of the respondents use a particular washing machine due to
the reasons for good quality, 12.22 per cent of the respondents use for the company image, 11.11
per cent of the respondents use for latest

technology, 7.78 per cent of the respondents use
for other inducement, 5.56 per cent of the respondents use for after sales service, problem free, 4.44
per cent of the respondents use for the low price and durability, 3.33 per cent of the respondents use
for guarantee period and the remaining 2.23 per cent of the respondents use for availability.
It is understood that the quality (43.33%) of the washing machine is the major factor which
influences to purchase a particular brand.
SHIFTING TO A NEW BRAND
Every consumer is expected to be rational in purchasing and enjoying the products. Due to
dissatisfaction of their favourite brand, the consumers are shifting from old brand to a new brand.
Table 11 shows the attitude of the respondents towards new brand choice.
TABLE 11 SHIFTING TO A NEW BRAND

S. No Particulars No. of. Respondents Percentage
1. Go for the next 38 42.22
2. Wait for the favoured brand 52 57.78
Total 90 100
Out of 90 respondents, 57.8 per cent of the respondents have not changed their brand and the
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remaining 42.22 per cent of the respondents have switched over to a new brand.
It is apparent from the Table 11 that, a majority (57.78%) of the respondents have not changed
their brand.
OPINION ABOUT ALTERNATIVE BRAND FAVOURED

The purchase decisions are taken on the basis of opinion from neighbours, friends, relatives,
dealers etc. the researcher has investigated about the alternative brand favoured by the
respondents. Table 12 exhibits the opinion about alternative brand preferred.
TABLE 12 OPINION ABOUT ALTERNATIVE BRAND FAVOURED

S. No Name No. of. Respondents Percentage
1. Godrej 5 13.16 10.53
2. Kelvinator 4 13.16
3. Whirlpool 5 5.26
4. Voltas 2 5.26
5. Videocon 2 31.58
6. 21.05
LG 12
7
Samsung 8
38 100
Total
Table 12 represents that Out of 90 respondents 31.58 per cent of the respondents are opted for
LG, 21.05 per cent of the respondents are are opted for Samsung, 13.16 per cent of the
respondents are selected for Godrej and Whirlpool, 10.53 per cent of the respondents are selected
for Kelvinator, and the remaining 5.26 per cent of the respondents are selected for Voltas and
Videocon.
Most (31.58%) of the respondents are opted for LG.
TYPES OF WASHING MACHINES
There are lots of types of washing machines are introduced by the company. There are so many
types of washing machine such as fully automatic, semi-automatic, washer and top loader. Table 13
explains the types of washing machines.
TABLE 13 TYPES OF WASHING MACHINES

12
S. No Types No. of. Respondents Percentage

1. Fully automatic 59 65.56

2. Semi – automatic 24 26.67
3. Washer 4 4.44
4. Top loader 3 3.33
Total 90 100
Table 13 shows that Out of 90 respondents 65.56 per cent of the respondents are having fully
automatic type of washing machine, 26.67 per cent of the respondents are having semiautomatic type
of washing machine, 4.44 per cent of the respondents are having washer and the remaining 3.33 per
cent of the respondents are having top loader.
Most (65.56%) of the respondents are having fully automatic type of washing machine.
BASIS OF PURCHASE
Washing machine has become a house hold name. People are purchasing their washing machine
as status symbol, most of the respondents have purchased the washing machine on cash basis.
TABLE 14 BASIS OF PURCHASE

No. of. Respondents Percentage
S. No Basis
1. Cash 67 74.44 14.45
2. Credit 13 11.11
3. Installment 10
Total 90 100
It is inferred from the Table 14 that out of 90 respondents 74.44 per cent of the respondents have
made cash purchase, 14.45 per cent of the respondents have made credit basis, and the remaining
11.11 per cent of the respondents purchase have made installment basis.
Most (74.44%) of the respondents purchase the washing machine on cash basis.
OPINION ABOUT PRICE

13
Price is one of the effective inducing factors to purchase the product. The consumers are
interested in getting the product at a reasonable price. People are expected to be highly sensitive
to price changes.
TABLE 15
OPINION Opinion No. of. Respondents Percentage

ABOUT
PRICES. No
2. 3. Highly Satisfied 19 21.11
4. Satisfied 4 40.00 4.45
5. Highly dissatisfied 22 24.44
Dissatisfied 9 10.00
Poor
Total 90 100
Out of 90 respondents 40 per cent of the respondents opines that price of washing machine is
satisfied, followed by 24.44 per cent of the respondents opines that price of washing machine is
dissatisfied, 21.11 per cent of the respondents opines that price of washing machine is highly
satisfied, 10 per cent of the respondents opines that price of washing machine is poor and the
remaining 4.45 per cent of the respondents opines that price of washing machine is highly
dissatisfied.
It is clear that most (40%) of the respondents opines that price of washing machine is satisfied.
PLACE OF PURCHASE
S. No purchase
Place No. dealers
of. Respondents
or direct purchase Per centage
Consumers their products either from local or dealers from
1. Local Dealers 27 30.00
2. Dealers from other area 15 16.67
3. Show rooms 48 53.33
Total 90 100
other areas. Certain customers purchase their requirements directly from manufactures of
14
washing machine and some customers prefer a dealer from other area. The collected results are
presented in the following Table 16.
TABLE 16 PLACE OF PURCHASE


It is apparent from Table 16 that out of 90 respondents, 53.33 per cent of the respondents
purchase washing machine from showroom, 30 per cent of the respondents have made purchase
from local dealers and the remaining 16.67 per cent of the respondents prefer a dealer from other
areas.
Majority (53.33%) of the respondents are purchasing their products only from showroom.
PRELIMINARY STEPS TAKEN FOR PURCHASING THE PARTICULAR BRAND
The researcher has analysed the preliminary steps taken by the respondents before making
actual purchase of washing machine. The following Table 17 exhibits that the preliminary steps
taken by the respondents.
TABLE 17 PRELIMINARY STEPS TAKEN FOR PURCHASING THE PARTICULAR

BRAND
S. No Steps No. of. Percentage
Respondents
1. Visited many show rooms 38 42.22
2. Asked opinion from parents / relatives 23 25.56
3. Gone through various advertisements 9 10.00
4. Getting the opinion from already users 18 20.00
5. Got the advice from mechanic / experts 2 2.22

Total 90 100
It is inferred from the Table 17 that, among the 90 respondents, 42.22 per cent of the
respondents have visited many showrooms, 25.56 per cent of the respondents seek the opinion
from friends, 20 per cent of the respondents are getting the opinion of already users of washing
machine, 10 per cent of the respondents have collected information from advertisements, and the
remaining 2.22 per cent of the respondents are got the advice from the experts.
Majority (42.22%) of the respondents came to know about the new arrival through visited many
showroom.
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MEDIA INFLUENCE ON CONSUMER BEHAVIOUR
One of the more difficult areas of decision making in advertisement is choosing the best
medium. The selection of media depends upon the nature of the product. A consumer durable
product like washing machines needs a mass medium.
TABLE 18 MEDIA INFLUENCE ON CONSUMER BEHAVIOUR

S. No Advertisement Media No. of. Respondents Percentage

1. News paper 7 7.78
2. Magazine 4 4.45
3. Television 67 74.44
4. Window Display 12 13.33
Total 90 100
Table 18 clearly explains that among the total respondents, 74.44 per cent are influenced by
advertisements in television, 13.33 per cent of the respondents are influenced by window display,
7.78 per cent of the respondents favour news papers and the remaining 4.45 per cent of the
respondents’ favoured magazine.
It is inferred that, the television medium is the most (74.44%) influencing vehicle in carrying the
product message.
REASONS FOR NOT RECOMMENDING THE BRAND TO OTHERS
Normally people are recommending their favoured brand to others. But due to some reasons like
frequent repairs, high price, unimproved technology and poor performance. So the customers are
not recommending any brand to others. This information is listed in Table 19.
TABLE 19 REASONS FOR NOT RECOMMENDING THE BRAND TO OTHERS

1. Frequent repair 3 21.43 50.00
2. High price 7 14.29
2 14.28
3. Unimproved Technology 2
4. Poor Performance
Total 90 100
Out of 90 respondents, 50 per cent of the respondents feel that the price of washing
machine is high, 21.44 per cent of the respondents have got frequent repairs, 14.29 per cent of the
respondents are changing the brand for unimproved technology and the remaining 14.28 per cent
of the respondents are changing the brand for the poor performance.
16
Table 19 reveals that, most (50%) of the respondents are changed their brand due to
high price.
COMPLAINTS
The researcher has made an attempt to study how many of the respondents in the study area
lodged complaints to the producer, dealers and local mechanic. This information is shown in
Table 20.
TABLE 20 COMPLAINTS
S. No Complaints No. of. Respondents Percentage
1. Manufacturers 25 27.78
2. Dealers 65 72.22
Total 90 100
From the Table 20, it is known that out of 90 respondents 72.22 per cent of them made
complaints to the dealers, and the remaining 27.78 per cent of them made complaints to the
manufacturers.
It is clear that, most (72.22%) of them have complaints to the dealers of washing machine.
DEALERS RESPONSE
The researcher has also presented the dealers response regarding the consumer’s complaints and
grievances.
TABLE 21 DEALERS RESPONSE
S. No Response No. of. Respondents Percentage

17
2. Immediate After Calling 34 37.78

3. Good Response 49 54.44
No Response 7 7.78
Total 90 100
Among 90 respondents, 54.44 per cent of the respondents have complained that they had a good
response from the dealers, 37.78 per cent of the respondents have complained that they had an
immediate after calling from the manufacturer and the remaining 7.78 per cent of the respondents
have complained that there was no proper response from the company.
It is clearly understood that, most (54.44%) of the respondents said that they had good response.
FACTORS INFLUENCING THE PURCHASE OF WASHING MACHINE
This study has also brought out the factors considered by the buyers while buying the product.
Table 22 shows the opinion of respondents about the factors influencing to purchase washing
machines.
Particulars Strongly Agree
Neither Disagree Strongly Total
18 Agree agree nor Disagree
disagree
AJRMAdvanced NR
Volume
% NR
1, Issue
%
5 (October,
NR %
2012)%
NR NR %
ISSN: 2277‐6621
NR %
Technology 53 58.89 37 41.11 - - - - - - 90 100
Influences.
Advertisement 24 26.67 54 60 12 13.33 - - - - 90 100

Attracts &
Motives
Brand Image 34 37.78 32 35.56 14 15.56 8 8.88 2 2.22 90 100
Current User 15 16.67 26 28.88 32 35.56 11 12.22 6 6.67 90 100

Persuades
Dealers 5 5.66 38 42.22 26 28.88 16 17.78 5 5.56 90 100
Reputation
Prompt After 21 23.33 37 41.11 18 20 6 6.67 8 8.89 90 100
Sales
Expert’s 23 25.56 33 36.67 26 28.88 7 7.78 1 1.11 90 100
opinion about
particular
brand.
Sales 17 18.89 38 42.22 19 21.11 16 17.78 - - 90 100
Promotion
Durability 37 41.11 38 42.22 10 11.11 5 5.56 - - 90 100
TABLE 22 FACTORS INFLUENCING THE PURCHASE OF WASHIHG MACHINE
Source: Primary Data *NR--Number of Respondents %--Percentage
From Table 22 it is easily understand that 58.89 per cent of the respondents say that the
advanced technology influences the respondents to purchase the washing machines,60 per cent of the
respondents feel that the advertisement makes them to purchase the washing machines,37.78 per cent
of the respondents strongly say that brand image has some influence on the purchase of washing
machines,35.56 per cent of the respondents have no opinion on current users persuades,42.22 per
cent of the respondents agree that the dealers reputation influences the purchase decision, prompt
after sales services influenced by more than 60 per cent of the respondents,36.67 per cent of the
respondents have opined that expert opinion have some influences on purchase decision, more than
60 per cent of the respondents believe that sales promotional activities have some influences on
purchase decision on washing machines and more than 80 per cent of the respondents feel that the
durability of the product influences the purchasing of the washing machines.
On the whole every factor, which are taken into account, influences the purchasing
decision of the respondents some extend.
TESTING OF HYPOTHESES CHI – SQUARE TEST
Chi-square test is applied to know the influences of stimulating factors of responds before
taking purchase decision. The following formula has been used.
(O – E) 2
Chi – Square test X2 = ∑ ------------
EE=
Row Total x Column Total
Grand Total O - Observed
Frequency E - Expected Frequency df -
Degrees of Freedom df - [r-1] [c-1] r -
Row c - Column
19
In order to test the influences of stimulating factors of responds before taking the purchase
decision the following null hypotheses have been framed.
• There is no association between the age of the respondents and their opinion on stimulating
factors.
• There is no association between gender of the respondents and their opinion on stimulating
factors.
• There is no association between educational qualification of the respondents and their

opinion on stimulating factors.
• There is no association between the occupation of the respondents and their opinion on
stimulating factors.
• There is no association between family income of the respondents and their opinion on
stimulating factors.
For testing the above hypotheses X2 values were calculated. The calculated values of X2 were
compared with the table values of X2 ,located from X2 table for the desired level of significance
on the given degrees of freedom. If the calculated values of X2 are less than the table values of
X2 ,it confirms to the hypotheses. In case the calculated value exceeds the table values the null
hypotheses are rejected. For the purpose of this analysis,95 per cent level of confidence have
been adopted. The table values of X2 are denoted as X2 0.05 at 95 per cent level of confidence
[or] 5 per cent level of significance. The calculated values are denoted as X2.
ANALYSES THE LEVEL OF SIGNIFICANCE

TYPE OF VARIABLES
TABLE CALCULATED LEVEL OF
HYPOTHESIS VALUE (@ VALUE SIGNIFIGANCE
5%)
AJRM Volume 1, Issue 5 11.39
(October, 2012) ISSN: 2277‐6621
HO Age and Stimulating 11.39 No Significance

Factors
HO Gender and 5.99 4.56 No Significance
Stimulating Factors
HO Educational 5.99 4.593 No Significance
Qualification and
Stimulating Factors
HO Occupation and 12.592 7.54 No Significance
Stimulating Factors
HO Family Income and 12.592 13.02 No Significance
Stimulating Factors
RESULTS OF THE PROPOSED HYPOTHESES
• Since the calculated value (11.39) is less than the table value (11.39) at 5% significance level.
The null hypothesis is accepted. Hence, there is no association between the age of the
respondents and their opinion on stimulating factors.
• The calculated value (4.56) is less than the table value (5.99) at 5% significance level. The null
hypothesis is accepted. Hence, there is no association between gender and preference of washing
machine.
• Since the calculated value (4.593) is less than the table value (5.99) at 5% significance level. The
null hypothesis is accepted. Hence, there is no association between educational qualification of
the respondents and their opinion on stimulating factors.
• The calculated value (7.54) is higher than the table value (12.592) at 5% significance level. The
null hypothesis is accepted. Hence, there is no association between the occupation of the
• Since the calculated value (13.02) is less than the table value (12.592) at 5% significance level.
The null hypothesis is accepted. Hence, there is no association between family income of the
SUMMARY OF THE FINDINGS
In this study the researcher has investigated 90 respondents. The majority of the respondents are
female i.e., among 90 respondents, 5 are male and 85 are female.
The education wise analysis of the consumers reveals that 49.41 per cent of the respondents are
up to higher secondary level.
The most of the respondents (43.33 %) are earning in the income range of Rs.5001 to Rs.10,000
for her study.
Among 100 per cent of the respondents are giving importance to their dress materials.
Most of the respondents (37.78 %) are using washing machine for feeling fresh.
The most of the respondents (93.33 %) change

their dress every day.
21
The introduction of washing machine has simplified the task of washing. Majority of the
(27.78 %) respondents wash their dress using washing machine.
This study indicates that majority (55.56 %) of the respondents are using the washing
machine for reducing their work.
The most of the respondents (55.56 %) are washing their dress through machine because it is
a labour saving machine..
It is understood that most of the people (43.33 %) attach much importance to quality
products.
It is common in consumer market to see brand switcher. 42.22 per cent of the respondents
have changed their brand that is previously used.
Majority of the respondents (31.58 %) are opted for LG.
Most of the respondents (41.11 %) take purchase decision in consultation with their
Parents/Elders.
It is also found that the purchasing of washing machine is made on cash basis i.e., 74.44 per cent
of the respondents have purchased their product only on cash basis.
Majority of the respondents (40 %) feel that the price is satisfied.
Most of the respondents (40 %) are influenced by relatives.
It is found that from the sampled respondents that advertising is the most influence factor in
creating brand awareness. 74.44 per cent of the respondents were attracted by television media.
It is inferred that majority of 60 per cent of them influenced by the factor of quality
advertisement.
Out of 90 respondents contacted, 84.44 per cent of the respondents recommend their favoured
brand to others.
At present consumers are ready to complaint against product fault. 72.22 per cent of the
respondents are lodged complaints against product fault to dealers.
SUGGESTIONS
The researcher wants to suggest the following points for the selection of brand preference
among the washing machine users in Sivakasi.
• The consumers of washing machine have been

found to buy mainly based on the quality.
Therefore it is suggested that only washing machine with quality can have regular market.
• The most preferred brand of washing machine is videocon. Further videocon stands first in
the occupation wise brand analysis.
22
• On the basis of income of the respondent, most of the high-income people prefer labour
saving goods like washing machine, because of its quality and make it available at a
reasonable price to capture all segments of the people.
• There is one way communication between the manufacturers and the consumer i.e., the
consumer suggestion on the quality, capacity; size, design and price of the washing machine
are not reaching the manufacturers. The voice of the consumers may be given due weight
age.
• Most of the consumers are not able to know the features of the washing machine. The
advertisement may reveal the product features. Then only the product will come out
successfully to meet the competitive market. An exhaustive explanation about the specialty
of washing machines may be given to the consumers.
• In washing machine market, most of the manufacturing companies are multinational

companies. It affects the domestic manufacturers. The government may provide some
additional incentives for the domestic companies to compete the foreign companies.
• In the absence of service centers, people find it difficult to get their machines repaired. Big
companies may come forward to open show rooms and service centers in the study area.
CONCLUSION
In the next generation, the technological advancement has got its effect on different field.
It is well understood from this study that, customers are highly motivated by TV advertisements,
in getting product awareness. The standard of living of the people of a country is measured by
the products they use and consume. In this respect, washing machine which has become an
important consumer durable product in the Indian households, tells us of the improvement of
standard of living.
REFERENCES
1. Enis. Ben M, Marketing Principles, Hill Publishing Company Ltd, New Delhi, 1974.
2. Gandhi. J.C, Marketing, Tata McGraw Hill Publishing Company Ltd, New Delhi, 1990.
3. Leon G. Schiffman and Lesile Lasar Kanuk, Consumer Behaviour, Prentice Hasl of Indian
Private Limited.
4. Philip Kotler, Marketing Management, Practice- Hall of India Private Limited, New Delhi, 1997.
5. Suja Nair, Consumer Behaviour, Himalaya

Publishing House, New Delhi, 1985.
23
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BRAND PREFERENCE: A STUDY WITH REFERENCE TO WASHING MACHINES

Marimuthu Selvakumar Jegatheesan Kalirajan

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Biodegradation of Textile dye industry effluent View project

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A Peer Reviewed International Journal of Asian Research

DR. M. SELVAKUMAR*; K.JEGATHEESAN**

KEYWORDS: Washing Machine, Brand preference, Dress, Cloth.

STATEMENT OF THE PROBLEM

Some customers are not to change their behaviour

SCOPE OF THE STUDY

OBJECTIVES OF THE STUDY

The objectives of the study are as follows:

9 To know the improtance of household appliances.

9 To understand the changing behaviour of the customers.

9 To determine the consumer’s brand preference of washing machine in Sivakasi.

9 To identify the problems faced by the washing machine users.

9 To gives suitable suggestions on the basis of the findings of the study.

towards the brand preference of washing machine.

Sivakasi Taluk of Virudhunagar District is taken

TABLE 1 DEMOGRAPHIC FACTORS OF

Monthly Income of the family

Source: Primary Data

REASONS FOR GIVING IMPORTANCE TO DRESS

TABLE 2 REASONS FOR GIVING IMPORTANCE TO DRESS

1. Attracting the attention to others 19 21.11

2. Protecting the body 28 31.11

3. Feeling Fresh 34 37.78

AJRM Volume 1, Issue 5 (October, 2012) ISSN: 2277‐6621

for attracting the attention of others and the

HABIT OF CHANGING DRESS

TABLE 3 HABIT OF CHANGING DRESS

1. One day 84 93.33

2. Two day 6 6.67

MEANS OF WASHING DRESS

TABLE 4 MEANS OF WASHING DRESS

Source: Primary Data

S. No Means of washing No. of. Respondents Percentage

1. Through machine 25 27.78

2. Machine and Manual 59 65.56

4. Machine and Laundry 3 3.33

1. Less than 5 years 47 52.22

4. Above 15years 3 3.33

through machine and laundry.

PERIOD OF WASHING MACHINE

TABLE 5 PERIOD OF WASHING MACHINE

Source: Primary Data

remaining 3.33 per cent of the respondents are

REASONS FOR USING WASHING MACHINE

1. Reduce the work 50 55.56

2. Better wash 21 23.33

3. Status symbol 6 6.67

4. Get quick result 13 14.44

TABLE 7 PURCHASE DECISION

Source: Primary Data

The most of the respondents (93.33 %) change

Majority of the respondents (31.58 %) are opted for LG.

Majority of the respondents (40 %) feel that the price is satisfied.

Most of the respondents (40 %) are influenced by relatives.