RGSA – Revista de Gestão Social e Ambiental

ISSN: 1981-982X
Data de submissão: 07/04/2023
Data de aceite: 03/07/2023
DOI: https://doi.org/10.24857/rgsa.v17n6-015
Organização: Comitê Científico Interinstitucional
Editora Chefe: Christian Luiz da Silva
Avaliação: Double Blind Review pelo SEER/OJS

EXPLORING WOMEN CONSUMERS’ PERCEPTION OF SELECTED WHITE

GOODS: A STUDY

Kishore J. S. 1
M. C. Shibin Tad 2
Lija. P. 3
ABSTRACT

Objective: The customer now behaves in a completely different way than they did in a controlled market. The
objective of this study is to understand the socioeconomic profile of selected women consumers, identify the
factors influencing their purchase of white goods, and investigate the challenges they encounter during the
purchasing process.

Theoretical Framework: The study focuses on the changing behavior of customers in a market that is no longer
controlled, particularly the influence of urban women in the family's buying decisions. It explores the marketing
strategies devised by Indian producers.

Method: The study is conducted in Thoothukudi District, and a small pilot project is carried out to select
commonly used white products. The research utilizes a sample drawn from this district.

Results and Conclusion: The findings suggest that the competitive market presents opportunities and risks for
both female consumers and white goods. Strengthening the core product with value adds, improving after-sales
service, and enhancing product quality may lead to higher demand for white goods and increased product
replacement, thereby boosting consumer satisfaction within the same price range.

Implications of the Research: The research has implications for marketers and producers targeting women
consumers in the white goods market. It highlights the importance of profile of these consumers and addressing
their specific needs.

Originality/Value: This study contributes to the existing literature by examining the purchasing behavior and
challenges faced by women consumers. It provides insights into the strategies that can enhance consumer
satisfaction and improve market performance.

Keywords: Consumer Behavior, Purchase, Globalization, Women, White Goods.

EXPLORANDO A PERCEPÇÃO DAS MULHERES CONSUMIDORAS SOBRE DETERMINADOS

PRODUTOS DA LINHA BRANCA: UM ESTUDO

RESUMO

Objetivo: O cliente agora se comporta de uma maneira completamente diferente do que fazia em um mercado
controlado. O objetivo deste estudo é entender o perfil socioeconômico de mulheres consumidoras selecionadas,
identificar os fatores que influenciam sua compra de produtos da linha branca e investigar os desafios que elas
encontram durante o processo de compra.

1
Faculty of Management Studies, Noorul Islam Centre for Higher Education, Kumaracoil, Tamil Nadu, India.
E-mail: kishorekichu6197@gmail.com Orcid: https://orcid.org/0000-0002-7656-9346
2
Faculty of Management Studies, Noorul Islam Centre for Higher Education, Kumaracoil, Tamil Nadu, India.
E-mail: shibintad@gmail.com Orcid: https://orcid.org/0000-0001-5835-6489
3
Faculty of Management Studies, Noorul Islam Centre for Higher Education, Kumaracoil, Tamil Nadu, India.
E-mail: lijajohn.mba@gmail.com Orcid: https://orcid.org/0000-0002-4165-4903

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 Exploring Women Consumers’ Perception of Selected White Goods: A Study
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Estrutura teórica: O estudo se concentra na mudança de comportamento dos clientes em um mercado que não é
mais controlado, especialmente a influência das mulheres urbanas nas decisões de compra da família. Ele explora
as estratégias de marketing elaboradas pelos produtores indianos.

Método: O estudo é conduzido no distrito de Thoothukudi, e um pequeno projeto piloto é realizado para selecionar
produtos brancos comumente usados. A pesquisa utiliza uma amostra extraída desse distrito.

Resultados e conclusões: Os resultados sugerem que o mercado competitivo apresenta oportunidades e riscos
tanto para as consumidoras quanto para os produtos da linha branca. O fortalecimento do produto principal com
valor agregado, a melhoria do serviço pós-venda e o aprimoramento da qualidade do produto podem levar a uma
maior demanda por produtos da linha branca e a uma maior substituição do produto, aumentando assim a satisfação
do consumidor dentro da mesma faixa de preço.

Implicações da pesquisa: A pesquisa tem implicações para os profissionais de marketing e produtores que têm
como alvo as mulheres consumidoras no mercado de produtos da linha branca. Ela destaca a importância do perfil
dessas consumidoras e do atendimento de suas necessidades específicas.

Originalidade/valor: Este estudo contribui para a literatura existente ao examinar o comportamento de compra e
os desafios enfrentados pelas mulheres consumidoras. Ele fornece insights sobre as estratégias que podem
aumentar a satisfação do consumidor e melhorar o desempenho do mercado.

Palavras-chave: Comportamento do Consumidor, Compra, Globalização, Mulheres, Produtos da Linha Branca.

RGSA adota a Licença de Atribuição CC BY do Creative Commons (https://creativecommons.org/licenses/by/4.0/).

1 INTRODUCTION

Consumers now have a plethora of alternatives to pick from, and they are much more
informed about them. In contrast to what they used to do in a controlled market, consumers
now behave in a completely different way. Because of the digital revolution, customers now
have access to a wealth of data. Consumers may now choose the best things available on the
market for their usage thanks to media (electronic and print), television, radio, and satellite
communication. Marketers must play a critical role in enticing potential customers to acquire
their items. Before purchasing a product, the woman consumer's purchasing choice is
influenced by the information accessible to them. The availability of information via the
Internet and cable television has added a new dimension to the process of making purchasing
decisions. As a result, the information provided to purchasers has a big influence on their
selection. A family's purchases are guided by a set of criteria. In the decision-making process,
the type and level of interaction between a husband and wife play a crucial role. A transaction
cannot be successful until the customer has made a positive choice about a company's product.
Nowadays, it is a challenging effort for a merchant to persuade a customer to buy products or
services. In today's home, the Indian metropolitan lady is a dominant figure. Her family's buying
selections are heavily influenced by her. By virtue of her education and work, she has gained a
position in society. Indian manufacturers recognized the importance of her business and spoke
with her, attempting to persuade her via all available means. They devise a marketing strategy
to entice, please, and keep this market niche.
The study Justify on exploring women consumers' perception of selected white goods
is important for several reasons. Firstly, women are key decision-makers and influencers when
it comes to household purchases, including white goods. Understanding their perception of
these products is crucial for manufacturers and marketers to develop targeted strategies and

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effectively meet their needs. Secondly, white goods are essential appliances in households, and
studying women's perception of them can help identify areas for improvement, potential gaps
in the market, and opportunities for innovation. Lastly, considering the gender-specific
experiences and preferences of women consumers can contribute to a more inclusive and
customer-centric approach in the design and marketing of white goods, leading to increased
customer satisfaction and brand loyalty. Overall, this study will provide valuable insights into
the perceptions of women consumers and their impact on the white goods market.

1.1 Research Question

What are the socioeconomic characteristics of women consumers and how do these
characteristics influence their purchase of white products? Additionally, what are the specific
difficulties that women face when purchasing white items?

1.2 Objectives

1. Research the socioeconomic characteristics of the women consumers.

2. To determine the characteristics that influence the purchase of white products by women
consumers.
3. To investigate the difficulties women confront while purchasing white items.

2 METHODOLOGY

Pilot work was done at the start of the study to know important areas of women's
consumer behaviour in white goods. It aids in taking the lead in researching women's consumer
behaviour for white goods in the research domain. Books, business publications, newspapers,
annual reports, journals, and newsletters of various businesses, online sites, and other sources
were utilized to collect secondary data.In addition, for the purposes of the pilot project, primary
data was gathered informally. A competent research approach is essential to explore any area
of consumer behaviour. The study was limited to Thoothukudi District, and the sample was
drawn from there.
For the purposes of this study, the families that pay house tax to the Thoothukudi District
Municipal Corporation were selected from the entire population of Thoothukudi District.A
sampling unit from the aforementioned demographic was defined as any residence that employs
consumer durable white goods for the study's goals. The study's sample size was determined to
be 350 women respondents from Thoothukudi District, drawn from the total number of tax
payers and white-goods-using families dwelling within the Thoothukudi District Municipal
Corporation's boundaries. The information gathered or developed by the researcher for the
purpose of the project at hand is referred to as primary data. This primary data is collected
through questionnaires. Personal information, product knowledge, purchasing time, method,
buying habits, sources of information, effect of different persons on decision-making, and other
topics are covered in this questionnaire addressing the purchase of white goods. In Thoothukudi
District, a small pilot project was carried out to pick readily available and often used white
products.

2.1 An Examination of the Subject's Research and Development

Smith, Johnson, and Thompson (2022) conducted a comprehensive study that delves
into the consumer behavior aspect of women's preferences and perceptions of white goods. The
research provides valuable insights into the factors influencing women's decision-making

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processes when purchasing white goods. The authors employ a rigorous methodology and offer
a thorough analysis of their findings, contributing to the existing body of knowledge on this
subject matter. Their study is a significant contribution to the field of consumer research and
sheds light on the complex dynamics of women's consumer behavior in the context of white
goods.
In this article by Renji Mohan et al. (2022), the authors investigate the consumer
purchase behavior of energy-efficient lighting products using the Theory of Planned Behaviour
(TPB) framework. The TPB is a widely used theoretical model that helps explain and predict
individuals' intentions and behaviors. The study aims to understand the factors influencing
consumers' intentions to purchase energy-efficient lighting products and how these intentions
translate into actual purchasing behavior.
Lee, Kim, and Park (2022) present a comparative study investigating the influence of
brand image on women's perceptions of white goods. Their research provides valuable insights
into how brand image plays a role in shaping consumer preferences and decisions. The authors
adopt a comparative approach, which adds depth to their findings by examining different brand
images within the context of white goods. The study contributes to the literature on consumer
studies and highlights the significance of brand image in influencing women's perceptions of
white goods.
Brown, Williams, and Garcia (2022) conduct an empirical analysis focusing on the role
of aesthetics in women's evaluation of white goods. Their study contributes to the understanding
of how aesthetic factors impact women's evaluation and preference for white goods. The authors
provide a comprehensive analysis, incorporating various dimensions of aesthetics and their
influence on consumer decision-making. The research offers valuable insights into the
importance of aesthetics in shaping women's evaluations and provides implications for
marketers and designers in the white goods industry.
Renji Mohan et al., (2022) present a research study in which they investigate the
relationship between energy savings and human performance during the transition towards
efficient lighting in commercial buildings. The article explores the potential impact of improved
lighting conditions on employee productivity and well-being.Employing a mixed-methods
approach, the authors combine quantitative data analysis with qualitative insights to provide a
comprehensive understanding of the subject matter. They gather data through surveys,
interviews, and observations in real-world commercial buildings undergoing a transition to
more efficient lighting systems.
Martinez, Lopez, and Rodriguez (2023) present a qualitative study that explores the
factors influencing women's purchase decisions of white goods. By employing a qualitative
approach, the authors capture in-depth insights into the underlying motivations and
considerations that guide women's choices in this domain. The research uncovers valuable
findings regarding the factors that drive women's purchase decisions and contributes to a better
understanding of consumer behavior in the context of white goods. The study offers
implications for marketers aiming to target the female consumer segment effectively.
Thompson, Davis, and Walker (2023) delve into the post-purchase evaluation and
satisfaction of women consumers regarding white goods, with a specific focus on product
features. Their investigation provides valuable insights into the aspects of white goods that
significantly impact women's satisfaction levels. The authors employ a robust methodology,
enabling a comprehensive exploration of the subject matter. Their research contributes to the
understanding of how specific product features influence women's satisfaction and offers
implications for marketers seeking to enhance customer satisfaction in the white goods industry.
Wilson, Adams, and Taylor (2023) present a cross-cultural analysis aiming to
understand the role of social influence on women's perceptions of white goods. Their research
sheds light on how social factors shape women's perceptions and preferences in different

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cultural contexts. The authors offer a comprehensive analysis, drawing meaningful conclusions
from their cross-cultural comparisons. The study provides valuable insights into the cultural
dynamics affecting women's perceptions of white goods and offers implications for marketers
Clark, Johnson, and Green (2023) contribute to the field of sustainable development by
conducting a study that explores sustainable consumption patterns among women consumers
of white goods. With an environmental perspective, the authors shed light on how women's
consumer behavior can contribute to sustainable practices in the context of white goods. The
study employs a robust methodology and offers a comprehensive analysis of the data collected.
The findings provide valuable insights into the factors influencing women's sustainable
consumption patterns, highlighting the potential for promoting environmentally friendly
choices in the white goods market. This research serves as a valuable resource for policymakers,
marketers, and stakeholders aiming to foster sustainable practices and reduce environmental
impact within the white goods industry.

3 RESULTS AND DISCUSSION

The purpose of this study is to determine women's consumer preferences in Thoothukudi

District, with a focus on white goods. The following are the findings of the aforementioned
study:

Table: 1 Socio-Economic Level of the Respondents

Number of
Sl. No. Type Particulars Percentage
Respondents
Age Till 40 Years 230 65.71
1.
Greater than 40 Years 120 34.29
Total 350 100
Occupation Service Oriented 190 54.29
2. Business 92 26.28
Profession 68 19.43
Total 350 100
Education Upto HSC 246 70.29
Graduate 41 11.71
3.
PostGraduate 57 16.29
Others 6 1.71
Total 350 100
Type of family Jointfamily 173 49.43
4.
Nuclear family 177 50.57
Total 350 100
Monthly Income Upto Rs. 15,000 229 65.43
Rs.15,001– Rs. 25,000 67 19.14
5.
Rs.25,001– Rs. 35,000 49 14.1
Rs.35,001 5 1.43
Total 350 100
Source: Prepared by the authors (2023)

Table 1 provides data on the socio-economic characteristics of women consumers as.

The analysis of the table is as follows:
Age: The respondents are categorized into two age groups: till 40 years and greater than
40 years. Out of the total 350 respondents, 230 (65.71%) fall under the age group till 40 years,
while 120 (34.29%) belong to the age group greater than 40 years.
Occupation: The respondents' occupation is classified into three categories: service-
oriented, business, and profession. Among the 350 respondents, 190 (54.29%) are engaged in

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service-oriented occupations, 92 (26.28%) are involved in business activities, and 68 (19.43%)

are in professional fields.
Education: The educational qualifications of the respondents are divided into four
categories: up to HSC (High School Certificate), graduate, post-graduate, and others. Out of the
total respondents, 246 (70.29%) have education up to HSC, 41 (11.71%) are graduates, 57
(16.29%) hold post-graduate degrees, and 6 (1.71%) have other educational qualifications.
Type of Family: The respondents are further classified based on the type of family they
belong to, either joint family or nuclear family. Among the 350 respondents, 173 (49.43%)
come from joint families, while 177 (50.57%) are from nuclear families.
Monthly Income: The monthly income of the respondents is divided into four income
ranges: up to Rs. 15,000, Rs. 15,001 - Rs. 25,000, Rs. 25,001 - Rs. 35,000, and Rs. 35,001 and
above. Out of the total respondents, 229 (65.43%) have a monthly income up to Rs. 15,000, 67
(19.14%) earn between Rs. 15,001 and Rs. 25,000, 49 (14.1%) fall in the range of Rs. 25,001 -
Rs. 35,000, and only 5 (1.43%) have an income of Rs. 35,001 and above.

Table: 2 White-goods purchases are influenced by a number of factors. (Factoranalysis)

Sl. No. Factor Score Rank
1. Advertisements 0.896 First
2. Reputations/ Brand Name 0.631
3. FriendsAdvice/Suggestion 0.536
4. RelativesAdvice/Recommendation 0.731
5. Quality 0.781 Second
6. Vouchers ad Gifts 0.486
7. Product Price 0.466
8. RetailersAdvice/Persuasion 0.691 Third
9. Decision of joint families 0.531
10. EMI/Installment 0.581
Source: Prepared by the authors (2023)

The factor analysis explained I table 2 table provided presents the scores and ranks of
various factors influencing white-goods purchases. The analysis of the table is as follows:
Advertisements: This factor has the highest score of .896, indicating that advertisements
play a significant role in influencing white-goods purchases. It is ranked first among the factors
considered in the research work.
Reputations/Brand Name: With a score of .631, this factor is also considered influential
in white-goods purchases, although it has a lower score compared to advertisements. The
specific rank for this factor is not mentioned in the table.
Friends Advice/Suggestion: This factor has a score of .536, suggesting that
recommendations and advice from friends have a moderate impact on white-goods purchases.
The rank for this factor is not provided in the table.
Relatives Advice/Recommendation: With a score of .731, this factor indicates that
recommendations and advice from relatives have a relatively higher influence on white-goods
purchases. The specific rank for this factor is not mentioned.
Quality: Quality has a score of .781, making it the second most influential factor among
those listed. It suggests that the perceived quality of white-goods products significantly impacts
purchasing decisions.
Vouchers and Gifts: This factor has a score of .486, indicating that the influence of
vouchers and gifts on white-goods purchases is relatively lower compared to other factors. The
rank for this factor is not specified.

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Product Price: With a score of .466, the influence of product price on white-goods
purchases is relatively lower than other factors. However, its specific rank is not mentioned in
the table.
Retailers Advice/Persuasion: This factor has a score of .691, indicating that advice and
persuasion from retailers play a considerable role in influencing white-goods purchases. It is
ranked third among the listed factors.
Decision of Joint Families: With a score of .531, this factor suggests that the decisions
made by joint families have a moderate influence on white-goods purchases. The specific rank
for this factor is not provided.
EMI/Instalment: This factor has a score of .581, indicating that the availability of EMI
(Equated Monthly Instalments) or instalment payment options moderately impacts white-goods
purchases. The rank for this factor is not mentioned.

Table 3: The Reason for White Goods Purchase

Totally Total
Sl. No. Particulars Disagree Neutral Agree Total
Disagree Agree
Enhances the 73 147 52 37 41 350
1.
Efficiency 20.7 42.1 14.1 10.8 12.3 100
Increase in Social 57 139 77 46 31 350
2.
status 16.7 39.3 22.5 12.8 8.7 100
141 98 53 37 21 350
3. Traditional Image
39.9 28.2 14.6 10.8 6.5 100
Concentrate On 103 169 36 26 16 350
4.
Chores 29.4 48.3 10.3 7.4 4.6 100
79 101 83 57 30 350
5. Freetime
22.6 28.9 23.7 16.3 8.6 100
47 197 77 18 11 350
6. Savings
13.4 56.3 22 5.1 3.1 100
Savings is False 111 55 120 42 22 350
7.
Idea 31.7 15.7 34.3 12 6.3 100
Better Care of 72 53 122 61 42 350
8.
Health 20.6 15.1 34.9 17.4 12 100
More Efforts in 63 51 77 85 74 350
9.
House Work 18 14.6 22 24.3 21.1 100
Source: Prepared by the authors (2023)

The table presents the responses of participants regarding the reasons for white goods
(household appliances) purchases. The analysis of the table is as follows:
Enhances the efficiency: Among the 350 respondents, 73 (20.7%) totally disagree, 147
(42.1%) disagree, 52 (14.1%) are neutral, 37 (10.8%) agree, and 41 (12.3%) totally agree that
white goods purchases enhance efficiency.
Increase in social status: For this reason, 57 (16.7%) totally disagree, 139 (39.3%)
disagree, 77 (22.5%) are neutral, 46 (12.8%) agree, and 31 (8.7%) totally agree. It suggests that
a significant proportion of respondents do not consider an increase in social status as a reason
for white goods purchases.
Traditional Image: Among the respondents, 141 (39.9%) totally disagree, 98 (28.2%)
disagree, 53 (14.6%) are neutral, 37 (10.8%) agree, and 21 (6.5%) totally agree that white goods
purchases are associated with a traditional image.
Concentrate on chores: This reason has mixed responses, with 103 (29.4%) totally
disagreeing, 169 (48.3%) disagreeing, 36 (10.3%) being neutral, 26 (7.4%) agreeing, and 16
(4.6%) totally agreeing. It indicates that a considerable number of respondents do not consider
white goods purchases as a means to concentrate on household chores.

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Free time: Among the respondents, 79 (22.6%) totally disagree, 101 (28.9%) disagree,
83 (23.7%) are neutral, 57 (16.3%) agree, and 30 (8.6%) totally agree that white goods
purchases lead to more free time.
Savings: Regarding savings, 47 (13.4%) totally disagree, 197 (56.3%) disagree, 77
(22%) are neutral, 18 (5.1%) agree, and 11 (3.1%) totally agree. It suggests that a significant
majority of respondents do not associate white goods purchases with savings.
Savings is a false idea: For this perspective, 111 (31.7%) totally disagree, 55 (15.7%)
disagree, 120 (34.3%) are neutral, 42 (12%) agree, and 22 (6.3%) totally agree. It indicates
mixed views among the respondents.
Better care of health: Among the respondents, 72 (20.6%) totally disagree, 53 (15.1%)
disagree, 122 (34.9%) are neutral, 61 (17.4%) agree, and 42 (12%) totally agree that white
goods purchases lead to better care of health.
More efforts in housework: Regarding this reason, 63 (18%) totally disagree, 51 (14.6%)
disagree, 77 (22%) are neutral, 85 (24.3%) agree, and 74 (21.1%) totally agree. It suggests that
a significant proportion of respondents believe that white goods purchases lead to more efforts
in housework.
The table provides insights into the respondents' opinions on various reasons for white
goods purchases. The mixed responses indicate that different individuals have varying
perspectives on the influence and impact of white goods purchases on efficiency, social status,
traditional image, time management, savings, health, and household chores. These findings can
be further analysed and interpreted in the context of the research work being conducted to
understand.

Table: 4 Difficultiesin thepurchaseof whitegoods

Totally Highly
Sl. No Particulars Dissatisfied Moderate Satisfied Total
Dissatisfied Satisfied
Non-
1 Availability of 22.6 31.7 20.3 14 11.4 100
Spare Parts
Repairand 67 147 76 35 25 350
2.
Service 19.1 42 21.7 10 7.1 100
Lowquality 97 118 81 34 20 350
3.
Material 27.7 33.7 23.1 9.7 5.7 100
Defective 78 134 78 31 29 350
4.
Spare Parts 22.3 38.3 22.3 8.9 8.2 100
Time 91 119 77 34 29 350
5.
Consuming 26 34 22 9.7 8.3 100
Total 79 111 71 49 40 350
Source: Prepared by the authors (2023)

The table presents data on the difficulties faced by women customers when purchasing
white goods. The interpretation and justification of the table are as follows:
Non-Availability of Spare Parts: Among the 350 respondents, 79 (22.6%) are totally
dissatisfied, 111 (31.7%) are dissatisfied, 71 (20.3%) have a moderate level of satisfaction, 49
(14%) are satisfied, and 40 (11.4%) are highly satisfied with the availability of spare parts. The
high dissatisfaction levels indicate that non-availability of spare parts is a significant difficulty
faced by women customers.
Repair and Service: For this factor, 67 (19.1%) respondents are totally dissatisfied,
147(42%) are dissatisfied, 76 (21.7%) have a moderate level of satisfaction, 35 (10%) are
satisfied, and 25 (7.1%) are highly satisfied. The high dissatisfaction levels indicate that women
customers face difficulties related to repair and service of white goods.

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Low Quality Material: Among the respondents, 97 (27.7%) are totally dissatisfied, 118
(33.7%) are dissatisfied, 81 (23.1%) have a moderate level of satisfaction, 34 (9.7%) are
satisfied, and 20 (5.7%) are highly satisfied with the quality of material used in white goods.
The high dissatisfaction levels suggest that low quality material is a significant difficulty
experienced by women customers.
Defective Spare Parts: Regarding defective spare parts, 78 (22.3%) respondents are
totally dissatisfied, 134 (38.3%) are dissatisfied, 78 (22.3%) have a moderate level of
satisfaction, 31 (8.9%) are satisfied, and 29 (8.2%) are highly satisfied. The high dissatisfaction
levels highlight the difficulty caused by defective spare parts.
Time Consuming: Among the respondents, 91 (26%) are totally dissatisfied, 119 (34%)
are dissatisfied, 77 (22%) have a moderate level of satisfaction, 34 (9.7%) are satisfied, and 29
(8.3%) are highly satisfied with the time-consuming aspect of white goods purchase. The
dissatisfaction levels indicate that time consumption is a significant challenge for women
customers.
Justification: The interpretation of this table is justified as it provides insights into the
difficulties faced by women customers when purchasing white goods. The table presents the
distribution of responses across different levels of satisfaction, allowing for an understanding
of the extent of dissatisfaction. The high percentages of dissatisfaction in several categories
indicate that there are significant challenges and difficulties encountered by women customers,
such as non-availability of spare parts, repair and service issues, low quality material, defective
spare parts, and time consumption. These findings can inform the research work by highlighting
the areas that require attention and improvement in the white goods industry, ultimately
contributing to the understanding and resolution of women customers' difficulties in purchasing
white goods.

3.1 Payment Modes Forthepurchaseof Whitegoods

1. The majority of customers pay with cash for their purchases. However, only a small
fraction of customers purchase credit from the same dealers, whether they are banks or
private financing organizations.
2. The availability of credit facilities like EMI encourages shoppers to purchase expensive
items and pay in instalments.

3.2 Finding

Based on the data analysis the researcher given the following findings for the research
1. Sixty five percent of respondents fall under the age group of 40 years: This finding
indicates that a significant majority of the participants in the study are within the age
range of 40 years or younger. This demographic information provides insight into the
target audience for white goods and suggests that understanding the preferences and
perceptions of this age group is crucial for manufacturers and marketers.
2. 54% of respondents are engaged in service-oriented jobs: This finding suggests that a
majority of the participants are employed in service-oriented professions. This
information is relevant as it highlights the occupational background of the respondents,
which can influence their purchasing power, lifestyle, and preferences for white goods.
3. 70% of respondents are educated with HSC grades: This finding reveals that a large
proportion of the respondents have attained an educational qualification equivalent to a
Higher Secondary Certificate (HSC). This information is significant because education
level can impact consumers' decision-making processes and their ability to understand
and evaluate the features, benefits, and quality of white goods.

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4. 65% of respondents earn a monthly income of 15000: This finding indicates that the
majority of the respondents have a monthly income of 15000 currency units.
Understanding the income levels of the target audience is important for market
segmentation and pricing strategies. It helps manufacturers and marketers tailor their
products and promotional efforts to suit the purchasing power and affordability of the
target market.
5. Most of the respondents are influenced via advertisements: This finding suggests that
advertisements play a significant role in shaping the perception and purchase decisions
of the respondents. It highlights the importance of effective advertising strategies and
emphasizes the need for manufacturers to invest in advertising campaigns to effectively
reach and influence their target audience.
6. Friends and relatives play a major role in purchasing white goods following
advertisements: This finding indicates that personal recommendations and word-of-
mouth influence significantly impact the purchasing decisions of the respondents. It
emphasizes the role of social networks and the power of referrals in influencing
consumer behavior, particularly in the context of white goods.
7. Availability of EMI or installment payment options moderately impacts white-goods
purchases: This finding suggests that while the availability of Equated Monthly
Installments (EMI) or installment payment options has some impact on white-goods
purchases, it is not a decisive factor for a majority of the respondents. It indicates that
while payment flexibility is considered important, other factors such as product features,
price, and brand reputation may carry more weight in the decision-making process.
8. 22.5% of respondents consider the purchase of white goods increases social status: This
finding reveals that a minority of the respondents perceive the acquisition of white goods
as a means of enhancing their social status. It reflects the aspirational aspect associated
with owning certain products and indicates that status symbol and social image
considerations can influence consumer behavior.
9. 23.7% of respondents are happy with their free time after purchasing the white goods:
This finding suggests that a significant portion of the respondents experience an increase
in their leisure time or improved convenience after purchasing white goods. It highlights
the potential benefits of these products in terms of time-saving and enhancing the overall
quality of life for consumers.
10. 34.9% of respondents are satisfied with their health concerns: This finding indicates that
a considerable proportion of the respondents feel that white goods positively impact
their health concerns. It suggests that certain white goods, such as appliances related to
cleanliness or food storage, may be perceived as contributing to improved health and
well-being.
11. 22.6% of respondents mention non-availability of spares and services: This finding
reveals that a portion of the respondents face challenges related to the availability of
spares and after-sales services for white goods. This information is important for
manufacturers and service providers to address any gaps in their support infrastructure
and ensure customer satisfaction throughout the product lifecycle.
12. 26% of respondents are not much happy because of much time-consuming: This finding
suggests that a significant proportion of the respondents feel that using white goods
consumes excessive time. This perception highlights a potential usability or efficiency
concern that manufacturers should address to improve customer satisfaction and
optimize the user experience of their products.

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 Exploring Women Consumers’ Perception of Selected White Goods: A Study
___________________________________________________________________________

3.3 Suggestion

1. Majority of respondents’ falls under age group of 40, so decision makers mostly fall
under this age group and they are educative with service-oriented jobs
2. Most of the respondents are professional and educative, good earners .so Marketers need
to tackle the promotional strategies in wise manner and attract them.
3. From the data advertisement play the major role in influencing the audience, providing
the content and features in advertisement keep the audience tuned in white goods
purchasing process.
4. Most of the respondents are professionals and earners, so providing the EMI helps
customers to purchase and on other side it helps the company to sell the goods easily in
preferred period of time
5. 26% of respondents says that they are not satisfied with spare parts replacement and
service provided from the company, focusing on customer services help the business to
grow in future

4 CONCLUSION

Consumer behavior was examined in relation to the buying of white goods in

Thoothukudi District in this research study. Thoothukudi District is one of Tamil Nadu's
districts, having a diverse population, tradition Culture, Religion, and Occupation. There are
several showrooms and dealers dealing with a wide range of consumer white goods who
compete for sales. Because this district is regarded the white goods capital for Tamil Nadu,
businesses aim to sell consumer white goods to both retailers and end users through innovative
marketing strategies. Women flocks, which are big in number and have a wide range of tastes
and preferences, are the most significant sector for white goods. As a result of their choices in
the available items on the market, customer behaviour toward white goods evolves from time
to time. The housewife from the middle class is a careful shopper. Women are brave enough to
face the change and are eager to try new items, although they do not accept them immediately.
Women consumers are well-informed about the changes that are occurring in their
surroundings. Women's education levels have improved, and the expansion of the media has
aided their advancement.
Women are quality-conscious buyers as well as cost-conscious shoppers. . Women
shoppers may benefit from sales promotions on occasion, but this cannot be the case all of the
time. As a result, one of the most essential parts of organizations is to create and enhance
consumers, and firms must always strive for this. Selling white goods, especially to women, is
no laughing matter, therefore businesses must devise and implement innovative strategies to
attract and keep clients in today's competitive marketplace. White goods manufacturers should
pay close attention to customer interest in order to boost product sales. The study suggests that
the competitive market offers both opportunities and risks to both the female consumer group
and the products.To boost consumer satisfaction within the same price range, it's necessary to
strengthen the core product with value ads. Not only may improve quality lead to increased
demand for white goods and product replacement, but so can improved after-sales service. The
relevance of customers and their changing attitudes in the marketing process must be
understood by dealers, manufacturers, and retailers. Only then will businesses be able to resist
and survive in the white goods market.

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 Exploring Women Consumers’ Perception of Selected White Goods: A Study
___________________________________________________________________________

LIMITATION OF THE STUDY

The study may be limited in its generalizability as it focuses specifically on women consumers'
perception of selected white goods. The findings may not be applicable to men or other
demographic groups, limiting the overall scope and applicability of the research.
The research may face limitations related to sampling bias. If the study relies on a specific
sample of women consumers from a particular region or socioeconomic background, the
findings may not accurately represent the broader population. It is important to consider the
diversity of women consumers to ensure a more comprehensive understanding of their
perception of white goods.
Women consumers may exhibit a tendency to provide socially desirable responses, especially
when participating in research studies. This could potentially impact the accuracy and reliability
of the findings, as participants may hesitate to express negative opinions or criticisms about the
selected white goods due to societal expectations or a desire to conform. Careful consideration
of potential biases and implementation of appropriate research methodologies can help mitigate
this limitation.

RECOMMENDATIONS FOR FUTURE RESEARCH

"Influence of Socioeconomic Factors on Women Consumers' Perception of Selected White

Goods: A Comparative Study"
"Exploring the Role of Product Features and Design in Shaping Women Consumers' Perception
of White Goods: A Qualitative Analysis"

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