Customers Buying Behaviour Towards Home

GE-INTERNATIONAL JOURNAL OF MANAGEMENT RESEARCH
VOLUME -2, ISSUE -9 (September 2014) IF-3.142 ISSN: (2321-1709)
CUSTOMERS’ BUYING BEHAVIOUR TOWARDS HOME

APPLIANCES – An Empirical Study
Mrs. R. Santhi Salomi, (M.Com,M.Phil)

Asistant Professor in Commerce,
Nazareth Margoschis College, Nazareth, Tamilnadu, India.
Dr. B. Revathy, (M.Com,M.Phil,B.Ed,Ph.D,DCA,MBA)

Associate Professor, Department of Commerce,
ManonmaniamSundaranar University, Tirunelveli, Tamilnadu, India.
ABSTRACT
The market situation in India is highly competitive across all the product segments. With
the continuous evolution in the demographics and psychographics of the target consumers, the
situation is becoming more and more complex. The ever changing customer preferences, rising
consumerism, new entrants in the market, and continuously evolving technological innovations
resulting in product differentiation in the short run which further resulting in shorter life cycles
for durables particularly and also for other lifestyle products are adding new dimensions to
already complex situation. This study focuses on the consumer preference of home appliances
and the impressions of the consumers with regards to product, and other features.
Key Words: Brand, Buying Behaviour, Guarantee, Home Appliances, Preferences
INTRODUCTION
The growth of Home appliances industry is really attributed to the most distinct feature of
Indian economy-population explosion. In modern times, life has become highly mechanical, and
the utility of home appliances is inevitable. Though, the ultimate users of the home appliances
are housewives and housemaids, the purchase decisions and brand preferences are enacted by
husbands and wives together. Unlike in the past, the consumers are more educated and more
enlightened today. The market trends reveal that the consumers are well informed and therefore
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they demand greater assured performance from products and companies. This has lead to a
change in the marketing approach of the growth conscious companies. A shift has taken place
from the seller‟s market to the buyer‟s market. Due to the growing competition in the industry
the companies are under the pressure to win customers and this has empowered the consumers
more. The emphasis traditionally was on making sales rather than building relationships; on
selling and reselling rather than caring for the customers.
But now every company of the home appliances industry wisely concentrates enough to
regularly measure and systematically maintain the customer satisfied, because the key to
customer retention is customer satisfaction. A highly satisfied customer stays longer, buys more
as the company introduces new products, offers products or service ideas to the company, pays
less attention to the competing brands and is less sensitive to price, and it costs less to serve them
than new customers because transactions are routine. On an average, a satisfied customer tells
three people about a good product experience, but the average dissatisfied customer bad mouths
to 11 people. If each of them tells other people, the number exposed to bad word of mouth may
grow exponentially. If a company wants to adapt to the empowered consumer, it is a must to
recognize the importance of satisfying and retaining customers and should design its strategies in
such a way that it will encourage consumers to purchase on regular basis, tell good words about
the company to more people. In addition, the company should motivate the dealers to sell more
through scheming appropriate plans in this regard.
With the increase in income levels, easy availability of finance, increase in consumer
awareness, and introduction of new models, the demand for consumer home appliances has
increased significantly. Products like washing machines, air conditioners, microwave ovens,
color televisions (CTVs) are no longer considered luxury items. However, there are still very few
players in categories like vacuum cleaners, and dishwashers. Consumer durables sector
characterizes the emergence of MNCs, exchange offers, discounts, and intense competition.
Today, television has become an essential and important media for business, news,
entertainment etc., while it was a mere source of education and curiosity when it came into
being. Television has been revolutionized with the application of satellite technology; variety of
channels from different countries can be viewed at our homes by a mere installation of a dish
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antenna. Hence, it made true the statement, “Yesterday‟s luxurious are today‟s necessaries”. The
credit for the revival in TV industry largely goes to the satellite and cable television boom. In
today‟s life, television has become a necessity rather than a source of entertainment. Television
once called „the idiot box‟ is now considered as „the intelligent box‟.
At present many international brands like Sony, Samsung, Panasonic, Philips, LG, and
Thomson etc. are competing with Indian brands such as BPL, Videocon, Onida etc., to capture
Indian markets. An understanding of the economic, psychological and sociological
characteristics of the consumer and their motives, attitudes, cognitions and personalities can help
to discover new market opportunities, to provide a shape segmentation of the market, and to
evolve meaningful strategies based on consumer response as a major variable. In brief, the
understanding of consumer preference and emotion are important determinants for the success of
the marketers. The understanding of consumer preference influences the decisions relating to the
identification of opportunities, product policy, channel of distribution, pricing, personal selling
and promotional strategies. Thus, the marketing concept is more consumers oriented and
understanding consumer preference plays a vital role in it. Hence, the study of brand preference
of consumers towards home appliances becomes the basis to all marketing activities.
OBJECTIVES OF THE STUDY

(i) To understand the buying decisions of the consumers of different brands of home
appliances.
(ii) To analyze the buying behavior of different classes of consumers based on their
personal characteristics.
(iii) To offer suggestions based on the findings of the study.
The study covers the brand preference of consumers towards home appliances in
Tirunelveli District. Home appliances for the present study includes Television , Refrigerator,
Washing machine, Mixie and Grinder
SAMPLING DESIGN
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The sample size is determined at 500 consumers. The sample comprises of 250
consumers from rural and urban areas. A sample of 50 consumers each is selected from each of
the five Municipalities in the four regions viz., Northen, Eastern, Western and Southern and a
total sample of 250 consumers are thus selected from Urban area. 10 Panchayats are selected
again on simple random sampling technique from the four regions and 25 consumers from each
Panchayat are selected for the study. Thus, a total of 250 consumers are selected from the rural
area. Thus in all, a total of 500 consumers are selected by applying purposive sampling technique
for the study.
DATA ANALYSIS AND RESULTS
PURCHASE DECISION OF CONSUMERS
1. Influencer
Different persons influence the purchase decision of the home appliances in a family. The
persons are children, spouse, friends, relatives, retailers and others. The influencer of home
appliances is presented in Table 1. Table 1
Influencer
Sl. No. Influencer Area of Residence Total
Rural Urban
1 Children 33(13.2) 39(15.6) 72(14.4)
2 Spouse 60(24) 83(33.2) 143(28.6)
3 Friends 50(20) 77(30.8) 127(25.4)
4 Relatives 70(28) 42(16.8) 112(22.4)
5 Retailers 37(14.8) 09(3.6) 46(9.2)
Total 250(100) 250(100) 500(100)
Source: Primary data
(Parentheses indicates percentage)
Table 1 shows that 143 respondents (28.6 per cent) are influenced by their spouses, 127
respondents (25.4 per cent) are influenced by friends, 112 respondents (22.4 per cent) are
influenced by relatives, about 72 respondents (14.4 per cent) are influenced by children and 46
respondents (9.2 per cent) are influenced by retailers. Table clearly reveals that among the rural
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consumers, 70 respondents (28 per cent) are motivated by relatives, 60 (24 per cent) are
influenced by their spouse, 50 respondents (20 per cent) are influenced by friends, 37
respondents (14.8 per cent) are influenced by retailers and the remaining 33 respondents (13.2
per cent) are motivated by children. It is known from the Table, that among the urban consumers,
83 respondents (33.2 per cent) are influenced by their spouse, 77 respondents (30.8 per cent) are
influenced by friends, 42 respondents (16.8 per cent) are influenced by relatives, 39 respondents
(15.6 per cent) are influenced by children and 9 respondents (3.6 per cent) are influenced by
retailers.
2 Purchase Decision Makers
There are many purchase decision makers in the family such as parents, husband, wife,
children and other persons. Decision making is an act of projecting one‟s own mind upon an
opinion or a course of action. Decision making is a conscious human process, involving both
individual and social phenomena based upon factual and value premises, which concludes, with
a choice of one behavioral activity from among one or more alternatives with the intention of
moving towards some desired state of affairs. Hence , an attempt is made to find out the people
who make the purchase decision of home appliances. The following Table 2 shows the purchase
decision maker in the family of consumers.
Table 2
Purchase Decision Maker
Sl. No. Purchase Decision Area of Residence Total
Maker Rural Urban
1 Parents 20(8) 33(13.2) 53(10.6)
2 Husband 37(14.8) 46(18.4) 83(16.6)
3 Wife 89(35.6) 94(37.6) 183(36.6)
4 Children 55(22) 70(28) 125(25)
5 All 49(19.6) 07(2.8) 56(11.2)
Total 250(100) 250(100) 500(100)
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Table reveals that 183 respondents‟ (36.6 per cent) purchase decisions are made by wife,
125 respondents‟ (25 per cent) purchase decisions are made by their children, 83 respondents‟
(16.6 per cent) purchase decisions are made by their husband, about 56 respondents‟ (11.2 per
cent) purchase decisions are made by all and 53 respondents‟ (10.6 per cent) purchase decisions
are made by parent. Out of 250 rural consumers, 89 respondents (35.6 per cent) make purchase
decision with their wife, 55 respondents (22 per cent) make decisions by their children, 49
respondents (19.6 per cent) make decisions by all, 37 respondents (14.8 per cent) make decisions
by their husband and the remaining 20 respondents (8 per cent) take decisions by parent. Most
(35.6 per cent) of the respondents make the purchase decisions by their wife. Out of 250 urban
consumers, 94 respondents (37.6 per cent) make purchase decision by their wife, 70 respondents
(28 per cent) make decisions by their children, 46 respondents (18.4 per cent) make decisions by
husband, 33 respondents (13.2 per cent) make decisions by parents and the remaining 7
respondents (2.8 per cent) make decisions by all. Most (37.6 per cent) of the respondents make
the purchase decisions by their wife.
3 Sources of Information
There are different sources through which the consumers know about the home
appliances. The main sources are TV advertisements, radio, digital board, newspapers and
internet. In this survey an attempt is made to find the sources of information which most of the
people rely on for their purchase decision. The following table shows the sources through which
the consumers know about the home appliances.
Table 3
Sources of Information
Sl. No. Sources of Area of Residence Total
Information Rural Urban
1 Television 122(48.8) 111(44.4) 233(46.6)
2 Radio 40(16) 22(8.8) 62(12.4)
3 Digital board 55(22) 51(20.4) 106(21.2)
4 Newspaper 29(11.6) 16(6.4) 45(9)
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5 Internet 04(1.6) 50(20) 54(10.8)

Total 250(100) 250(100) 500(100)
Table 3 clearly exhibits that 233 respondents (46.6 per cent) know of the home appliances
through TV advertisements, 106 respondents (21.2 per cent) know of the home appliances
through digital boards, about 62 respondents (12.4 per cent) through radio, 54 respondents (10.8
per cent) through internet and 45 respondents (9 per cent) through newspapers. From the above
Table it could be inferred that out of the 250 rural consumers, 122 respondents (48.8 per cent)
obtain the information from television, 55 respondents (22 per cent) get the information from
digital boards whereas 40 respondents (16 per cent) get the information from radio, 29
respondents (11.6 per cent) obtain the information from newspapers and only 4 respondents (1.6
per cent) obtain the information from internet. From the above Table it could be inferred that out
of the 250 urban consumers, 111 respondents (44.4 per cent) obtain the information from
television, 51 respondents (20.4 per cent) get the information from digital boards whereas 50
respondents (20 per cent) get the information from internet, 22 respondents (8.8 per cent) obtain
the information from radio and only 16 respondents (6.4 per cent) obtain the information from
newspapers. From the above Table, it could be inferred that majority of rural respondents
obtained the information from television and digital boards and urban consumers obtained the
information from Internet. It is interesting to note that rural customers were not aware of
Internet.
4 Number of Brands of Products
Consumers use different number of brands of products. The following Table shows the
number of brands of products used by the consumers.
Table 4
Number of Brands of Products
Sl. No. Number of Brands of Area of Residence Total
Products Rural Urban
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1 Below 3 72(28.8) 35(14) 107(21.4)

2 4 to 7 113(45.2) 98(39.2) 211(42.2)
3 Above 7 65(26) 117(46.8) 182(36.4)
Total 250(100) 250(100) 500(100)
The above Table clearly exhibits that out of 500 respondents, 211 respondents (42.2 per cent)
have 4 to 7 brands of products, 182 respondents (36.4 per cent) have above 7 brands of products
and 107 respondents (21.4 per cent) have below 3 brands of products.
Table 4 clearly exhibits that out of 250 rural consumers, 113 respondents (45.2 per cent)
have 4 to 7 brands of products, 72 respondents (28.8 per cent) have below 3 brands of products
and 65 respondents (26 per cent) have above 7 brands of products. Table further exhibits that out
of 250 urban consumers, 117 respondents (46.8 per cent) have above 7 brands of products, 98
respondents (39.2 per cent) have 4 to 7 brands of products and 35 respondents (14 per cent) have
below 3 brands of products.
5 Mode of Purchase
The importance of presenting this aspect is that in recent times the financial institutions,
banks and private financial companies, offer loan facilities to purchase household durable goods.
The respondents have availed this facility to purchase home appliances. Table 5 shows the mode
of purchase.
Table 5
Mode of Purchase
Sl. No. Mode of Purchase Area of Residence Total
Rural Urban
1 Cash 167(66.8) 174(69.6) 341(68.2)
2 Credit 28(11.2) 36(14.4) 64(12.8)
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3 Instalment 53(21.2) 36(14.4) 89(17.8)

4 Hire purchase 02(0.8) 04(1.6) 06(1.2)
Total 250(100) 250(100) 500(100)
It is inferred from Table 5 that out of 500 respondents 341 respondents (68.2 per cent) have
purchased with cash, 89 respondents (17.8 per cent) have purchased on installment basis, 64
respondents (12.8 per cent) have made credit purchase and the remaining 6 respondents (1.2 per
cent) have purchased on hire purchase basis. Most (68.2 per cent) of the respondents have
purchased home appliances on cash basis. It is clear from Table 5 that out of 250 rural
consumers, 167 respondents (66.8 per cent) have purchased with cash, 53 respondents (21.2 per
cent) have purchased on installment basis, 28 respondents (11.2 per cent) have made credit
purchase and only 2 respondents (0.8 per cent) have purchased on hire purchase basis. Most
(66.8 per cent) of the rural consumers have purchased home appliances on cash basis. It is clear
from the Table that out of 250 urban consumers, 174 respondents (69.6 per cent) have purchased
with cash, 36 respondents (14.4 per cent) have purchased on installment basis, another 36
respondents (14.4 per cent) have made credit purchase and only 4 respondents (1.6 per cent)
have purchased on hire purchase basis. Most (69.6 per cent) of the urban consumers have
purchased home appliances on cash basis.
6 Season for Purchase
Manufacturers are making a lot of sales promotional measures in the present marketing
set-up. One among them is price reduction offer during important occasions like New Year,
Diwali etc., Presentation of Budget in parliament has become an important economic event.
People often go for purchase before the presentation of budget thinking that the price may go up.
Data related to it are presented in Table 6.
Table 6
Season for Purchase
Sl. No. Season for Purchase Area of Residence Total
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Rural Urban
1 New year 53(21.2) 62(24.8) 115(23)
2 Pongal 33(13.2) 22(8.8) 55(11)
3 Diwali 109(43.6) 96(38.4) 205(41)
4 Whenever needed 55(22) 70(28) 125(25)
Total 250(100) 250(100) 500(100)
Table 6 explains that out of 500 respondents, 205 respondents (41 per cent) purchase
home appliances during Diwali, 125 respondents (25 per cent) purchase whenever they needed,
115 respondents (23 per cent) purchase home appliances during New Year and 55 respondents
(11 per cent) purchase home appliances during Pongal. Therefore, it is concluded that the
majority of the respondents prefer Diwali season for buying home appliances. Table further
explains that out of 250 rural consumers, 109 respondents (43.6 per cent) purchase home
appliances during Diwali, 55 respondents (22 per cent) purchase whenever they needed, 53
respondents (21.2 per cent) purchase home appliances during New Year and 33 respondents
(13.2 per cent) purchase home appliances during Pongal. Therefore, it is concluded that the
majority of the rural respondents prefer Diwali season for buying home appliances. It is clear
from Table that out of 250 urban consumers, 96 respondents (38.4 per cent) purchase home
appliances during Diwali, 70 respondents (28 per cent) purchase whenever they needed, 62
respondents (24.8 per cent) purchase home appliances during New Year and 22 respondents (8.8
per cent) purchase home appliances during Pongal. Therefore, it is concluded that the majority
of the urban respondents prefer Diwali season for buying home appliances.
7 Brands of Television
There are different brands of television such as Videocon, Samsung, Onida and LG used
by the consumers. The following Table shows the brands of television used by the consumers.
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Table 7
Brands of Television
Sl. No. Brands of Television Area of Residence Total
Rural Urban
1 Samsung 57(22.8) 70(28) 127(25.4)
2 Videocon 33(13.2) 60(24) 93(18.6)
3 LG 122(48.8) 65(26) 187(37.4)
4 Onida 33(13.2) 49(19.6) 82(16.4)
5 Others 05(2) 06(2.4) 11(2.2)
Total 250(100) 250(100) 500(100)
Table 7 describes the brands of television currently used by the respondents. Table clearly shows
that out of 500 respondents, 187 respondents (37.4 per cent) have LG brand Television, 127
respondents (25.4 per cent) have Samsung brand Television, about 93 respondents (18.6 per
cent) have Videocon brand Television, while 82 respondents (16.4 per cent) have Onida brand
Television and 11 respondents (2.2 per cent) have other brands of Television. Among the total
consumers majority of consumers have LG brand.
Among the rural consumers, 122 respondents (48.8 per cent) have LG brand, 57
respondents (22.8 per cent) have Samsung brand, 33 respondents (13.2 per cent) have Videocon
brand and only 5 respondents (2 per cent) have other brands. It is clear that majority of rural
consumers have LG brand. Among the urban consumers, 70 respondents (28 per cent) have
Samsung brand, 65 respondents (26 per cent) have LG brand, 60 respondents (24 per cent) have
Videocon brand, 49 respondents (19.6 per cent) have Onida brand and only six respondents (2.4
per cent) have other brands. It is clear that majority of urban consumers have Samsung brand.
8 Size of Television
Consumers use different size of television. The following Table shows the different sizes
of television used by the consumers.
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Table 8
Size of Television
Sl. No. Size of Television Area of Residence Total
(in inches) Rural Urban
1 Below 20 90(36) 55(22) 145(29)

2 21 to 30 139(55.6) 113(45.2) 252(50.4)
3 31 to 40 21(8.4) 55(22) 76(15.2)
4 41 to 50 - 21(8.4) 21(4.2)
5 Above 50 - 06(2.4) 06(1.2)
Total 250(100) 250(100) 500(100)
Table 8 clearly shows that 252 respondents (50.4 per cent) have 21 to 30 inch size of television,
145 respondents (29 per cent) have below 20 inch size of television, while 76 respondents (15.2
per cent) have 31 to 41 inch size of television, 21 respondents (4.2 per cent) have 41 to 50 inch
size of television and only 6 respondents (1.2 per cent) have above 50 inch size of television.
Table further shows that out of 250 rural consumers, 139 respondents (55.6 per cent) have 21 to
30 inch size of television, 90 respondents (36 per cent) have below 20 inch size of television and
only 21 respondents (8.4 per cent) have 31to 40 inch size of television. Table further shows that
out of 250 urban consumers, 113 respondents (45.2 per cent) have 21 to 30 inch size of
television, 55 respondents (22 per cent) have below 20 inch size of television, another 55
respondents (22 per cent) have 31to 40 inch size of television and only 6 respondents (2.4 per
cent) have above 50 inch size of television.
9 Brands of Refrigerator
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Refrigerators have become one of the essential household items. There were only a few
brands some years ago. But today there are lots of brands available with different specialized
systems. The main objective of the study is to find out the brand preference of the respondents
and to relate it with different factors influencing their brand preference. As the first step the
respondents were asked to mention their preferred brand of refrigerators. Their answer is
presented in the following Table.
Table 9
Brands of Refrigerator
Sl. No. Brands of Refrigerator Area of Residence Total
Rural Urban
1 Voltas 12(4.8) 18(7.2) 30(6)
2 Kelvinator 34(13.6) 30(12) 64(12.8)
3 Godrej 45(18) 60(24) 105(21)
4 BPL 13(5.2) 17(6.8) 30(6)
5 Allwyn 04(1.6) 06(2.4) 10(2)
6 Videocon 33(13.2) 37(14.8) 70(14)
7 Whirlpool 70(28) 58(23.2) 128(25.6)
8 LG 39(15.6) 24(9.6) 63(12.6)
Total 250(100) 250(100) 500(100)
Table 9 depicts that the largest number i.e. 128 respondents (25.6 per cent) are using Whirlpool,
105 respondents (21 per cent) are using Godrej, 70 respondents (14 per cent) are using Videocon,
64 respondents (12.8 per cent) are using Kelvinator, 63 respondents (12.6 per cent) are using LG,
30 respondents (6 per cent) are using Voltas, another 30 respondents (6 per cent) are using BPL
and the rest of 10 respondents (2 per cent) are using Allwyn. So it is concluded that the most of
the respondents are using Whirlpool brand. It can be seen from the above Table that among the
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rural consumers, the largest number i.e. 70 respondents (28 per cent) had preferred to buy
refrigerators of Whirlpool Company, followed by Godrej (18 per cent). It is clear that two
brands, namely, Whirlpool and Godrej have commanded the largest market share (46 per cent)
among the rural consumers. Among the urban consumers, the largest number i.e. 60 respondents
(24 per cent) have preferred refrigerators of Godrej Company, followed by Whirlpool (23.2 per
cent). It is clear that two brands, namely, Godrej and Whirlpool have commanded the largest
market share (47.2 per cent) among the urban consumers.
10 Period for Using Refrigerator

The sample respondents in Tirunelveli district are classified on the basis of duration of
their refrigerator usage. This is to know that if the respondents had purchased their refrigerators 3
years earlier since then there would not have been many brands for their choice. Table 10 gives
the answer for the question.
Table 10
Period for Using Refrigerator
Sl. No. Period Area of Residence Total
Rural Urban
1 Below 3 years 118(47.2) 67(26.8) 185(37)
2 3 to 5 years 97(38.8) 75(30) 172(34.4)
3 5 to 10 years 32(12.8) 98(39.2) 130(26)
4 Above 10 years 03(1.2) 10(4) 13(2.6)
Total 250(100) 250(100) 500(100)
From Table 10, it is inferred that out of 500 respondents, 185 respondents (37 per cent) are using
refrigerators for less than 3 years, 172 respondents (34.4 per cent) are using for 3 to 5 years, 130
respondents (26 per cent) are using for 5 to 10 years and the remaining 13 respondents (2.6 per
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cent) are using refrigerators for above 10 years. Therefore, it is concluded that most of the
respondents are using refrigerators for less than 3 years. It is inferred that out of 250 rural
consumers, 118 respondents (47.2 per cent) are using refrigerators for less than 3 years, 97
respondents (38.8 per cent) are using for 3 to 5 years, 32 respondents (12.8 per cent) are using
for 5 to 10 years and the remaining 3 respondents (1.2 per cent) are using refrigerators for above
10 years. Therefore, it is concluded that the most of the rural consumers are using refrigerators
for less than 3 years. It is inferred that out of 250 urban consumers, 98 respondents (39.2 per
cent) are using refrigerators for 5 to 10 years, 75 respondents (30 per cent) are using for 3 to 5
years, 67 respondents (26.8 per cent) are using for less than 3 years and the remaining 10
respondents (4 per cent) are using refrigerators for above 10 years. Therefore, it is concluded that
the most of the urban consumers are using refrigerators for 5 to 10 years.
11 Capacity of Refrigerator
Now-a-days the companies are manufacturing refrigerators of different capacities.
Respondents were asked to give the capacity of the refrigerators and the data is presented in
Table 11.
Table 11
Capacity of Refrigerator
Sl. No. Capacity Area of Residence Total
Rural Urban
1 Below 150 litre 01(0.4) 05(2) 06(1.2)
2 150 - 200 litre 159(63.6) 168(67.2) 327(65.4)
3 200 - 250 litre 87(34.8) 72(28.8) 159(31.8)
4 Above 250 litre 03(1.2) 05(2) 08(1.6)
Total 250(100) 250(100) 500(100)
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Table 11 clearly shows that 150-200 litre capacity refrigerator were preferred by many
respondents i.e 327 (65.4 per cent) have preferred this size, 159 respondents (31.8 per cent) are
using 200-250 litre size and the remaining 8 respondents (1.6 per cent) preferred above 250 liter
size and 6 respondents (1.2 per cent) preferred capacity below 150 litre. So it is concluded that
the majority of the respondents prefer 150-200 litre capacity. Table clearly shows that among the
rural consumers, majority of 159 respondents (63.6 per cent) are using 150-200 litre capacity
refrigerator and the next majority of 87 respondents (34.8 per cent) are using 200-250 litre size.
So it is concluded that the majority of the rural consumers prefer 150-200 litre capacity. Table
clearly shows that among the urban consumers, majority of 168 respondents (67.2 per cent) are
using 150-200 litre capacity refrigerator and the next majority of 72 respondents (28.8 per cent)
are using 200-250 litre size. So it is concluded that the majority of the urban consumers prefer
150-200 litre capacity.
12 Reason for Purchase

Various reasons are available for purchasing refrigerators. The major reasons are
preserving foods, for cold water and Ice cubes and for social status. Table 12 shows the reason
for purchase of refrigerators.
Table 12
Reason for Purchase of Refrigerator
Sl. No. Reasons Area of Residence Total
Rural Urban
1 Preserving food 169(67.6) 156(62.4) 325(65)
2 For cold water& Ice cubes 78(31.2) 74(29.6) 152(30.4)
3 Social status 03(1.2) 20(8) 23(4.6)
Total 250(100) 250(100) 500(100)
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Table 12 shows that the classification on the basis of reasons for purchase of refrigerators. Out of
500 sample respondents, 325 respondents (65 per cent) have purchased refrigerators for
preserving food, 152 respondents (30.4 per cent) for cold water & Ice cubes and only 23
respondents (4.6 per cent) for social status. It is concluded that the majority of the respondents
prefer to buy refrigerators for preserving food. Table further shows that out of 250 rural
consumers, 169 respondents (67.6 per cent) have purchased refrigerators for preserving food, 78
respondents (31.2 per cent) for cold water & Ice cubes and only 3 respondents (1.2 per cent) for
social status. It is concluded that the majority of the rural consumers prefer to buy refrigerators
for preserving food. Table further shows that out of 250 urban consumers, 156 respondents (62.4
per cent) have purchased refrigerators for preserving food, 74 respondents (29.6 per cent) for
cold water & Ice cubes and only 20 respondents (8 per cent) for social status. It is concluded that
the majority of the urban consumers prefer to buy refrigerators for preserving food.
13 Factors Attracting the Consumers
The purchase decisions will be influenced by various factors such as quality, price, brand
image which are the critical attributes for the consumers. This is presented in Table 13.
Table 13
Factors Attracting the Consumers
Sl. No. Factors Area of Residence Total
Rural Urban
1 Colour 47(18.8) 38(15.2) 85(17)
2 Quality 59(23.6) 66(26.4) 125(25)
3 Price 55(22) 58(23.2) 113(22.6)
4 Brand name 69(27.6) 74(29.6) 143(28.6)
5 Advertisement 20(8) 14(5.6) 34(6.8)
Total 250(100) 250(100) 500(100)
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Table 13 shows the factors attracting the customers. Out of 500 sample respondents, 143
respondents (28.6 per cent) are attracted by brand name of the refrigerator, 125 respondents (25
per cent) are attracted by quality, 113 respondents (22.6 per cent) are attracted by price, 85
respondents (17 per cent) are attracted by colour and the remaining 34 sample respondents (6.8
per cent) are attracted by advertisement. Most of the respondents are attracted by the brand name
of the refrigerator. Table further shows that out of 250 rural consumers, 69 respondents (27.6 per
cent) are attracted by the brand name of the refrigerator, 59 respondents (23.6 per cent) are
attracted by quality, 55 respondents (22 per cent) are attracted by price, 47 respondents (18.8 per
cent) are attracted by colour and the remaining 20 sample respondents (8 per cent) are attracted
by advertisement. Most of the respondents are attracted by the brand name of the refrigerator.
Table further shows that out of 250 urban consumers, 74 respondents (29.6 per cent) are attracted
by the brand name of the refrigerator, 66 respondents (26.4 per cent) are attracted by quality, 58
respondents (23.2 per cent) are attracted by price, 38 respondents (15.2 per cent) are attracted by
colour and the remaining 14 sample respondents (5.6 per cent) are attracted by advertisement.
Most of the respondents are attracted by the brand name of the refrigerator.
14. Colour Preferences
Companies are bringing out their products in different colours to catch the attention and
needs of the consumers. Different colours have a strong influence over the purchase decision of
the consumers. Table 14 gives the answer as how the consumers have been attracted by different
colours.
Table 14
Colour Preferences
Sl. No. Colour Area of Residence Total
Rural Urban
1 Red 68(27.2) 85(34) 153(30.6)
2 Grey 72(28.8) 56(22.4) 128(25.6)
3 Blue 80(32) 88(35.2) 168(33.6)
4 Others 30(12) 21(8.4) 51(10.2)
Total 250(100) 250(100) 500(100)
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From Table 14, it is found that 168 respondents (33.6 per cent) preferred blue colour, 153
respondents (30.6 per cent) preferred red colour, 128 respondents (25.6 per cent) preferred grey
colour and 51 respondents (10.2 per cent) preferred other colours of refrigerator. The majority of
the respondents prefer blue colour for refrigerator. It is found that among the rural consumers, 80
respondents (32 per cent) preferred blue colour, 72 respondents (28.8 per cent) preferred grey
colour, 68 respondents (27.2 per cent) preferred red colour and 30 respondents (12 per cent)
preferred other colours of refrigerator. The majority of the rural consumers prefer blue colour for
refrigerator. It is also found that among the urban consumers, 88 respondents (35.2 per cent)
preferred blue colour, 85 respondents (34 per cent) preferred red colour, 56 respondents (22.4 per
cent) preferred grey colour and 21 respondents (8.4 per cent) preferred other colours of
refrigerator. The majority of the urban consumers prefer blue colour for refrigerator.
15 Design
In the initial period when the refrigerator was introduced there were only single door
refrigerators. But now, companies have introduced refrigerators with multi door system. Table
15 shows the above factors.
Table 15
Classification on the Basis of Design
Sl. No. Design Area of Residence Total
Rural Urban
1 Single door 211(84.4) 176(70.4) 387(77.4)
2 Double door 39(15.6) 74(29.6) 113(22.6)
Total 250(100) 250(100) 500(100)
Table 15 reveals the classification on the basis of design of the refrigerator. Out of 500
sample respondents, 387 respondents (77.4 per cent) are using single door model and the
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remaining 113 respondents (22.6 per cent) are using double door model refrigerator. It is
concluded that the most of the respondents prefer single door facility. Table further reveals that
out of 250 sample rural consumers, 211 respondents (84.4 per cent) are using single door model
and the remaining 39 respondents (15.6 per cent) are using double door model refrigerator. It is
concluded that the most of the rural consumers prefer single door facility. Table further reveals
that out of 250 sample urban consumers, 176 respondents (70.4 per cent) are using single door
model and the remaining 74 respondents (29.6 per cent) are using double door model
refrigerator. It is concluded that the most of the urban consumers prefer single door facility.
16 Guarantee
Guarantee is an important factor that influences the purchase decision of the consumers.
Guarantee period is divided into four groups such as 2 years, 3 years, 4 years and above 4 years.
Respondents are grouped are grouped according to the period of expectation of guarantee.
Table 16
Guarantee Need for Refrigerator
Sl. No. Number of years Area of Residence Total
Rural Urban
1 2 years 07(2.8) 04(1.6) 11(2.2)
2 3 years 109(43.6) 124(49.6) 233(46.6)
3 4 years 98(39.2) 90(36) 188(37.6)
4 Above 4 years 36(14.4) 32(12.8) 68(13.6)
Total 250(100) 250(100) 500(100)
From Table 16, it is inferred that 233 respondents (46.6 per cent) prefer guarantee for 3 years,
188 respondents (37.6 per cent) prefer guarantee for 4 years, 68 respondents (13.6 per cent)
prefer guarantee for above 4 years and 11 respondents (2.2 per cent) prefer guarantee for 2 years.
The majority of the respondents prefer guarantee for 3 years. It is inferred that among the rural
consumers, 109 respondents (43.6 per cent) prefer guarantee for 3 years, 98 respondents (39.2
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per cent) prefer guarantee for 4 years, 36 respondents (14.4 per cent) prefer guarantee for above
4 years and 7 respondents (2.8 per cent) prefer guarantee for 2 years. The majority of the rural
consumers prefer guarantee for 3 years. It is also inferred that among the urban consumers, 124
respondents (49.6 per cent) prefer guarantee for 3 years, 90 respondents (36 per cent) prefer
guarantee for 4 years, 32 respondents (12.8 per cent) prefer guarantee for above 4 years and 4
respondents (1.6 per cent) prefer guarantee for 2 years. The majority of the urban consumers
prefer guarantee for 3 years.
17. Features in Refrigerator
There are lot of features in refrigerators in the preference of brand choice like price,
service, durability and other features. This is presented in Table 17.
Table 17
Features in Refrigerator
Sl. No. Features Area of Residence Total
Rural Urban
1 Capacity 119(47.6) 98(39.2) 217(43.4)
2 Durability 62(24.8) 93(37.2) 155(31)
3 Low price 65(26) 48(19.2) 112(22.4)
4 Others 04(1.6) 12(4.8) 16(3.2)
Total 250(100) 250(100) 500(100)
It is found from Table 17 that out of 500 respondents, 217 respondents (43.4 per cent) prefer
capacity, 155 respondents (31 per cent) prefer durability, 112 respondents (22.4 per cent) prefer
low price and 16 respondents (3.2 per cent) prefer other features. Most of the respondents are
satisfied with capacity of the refrigerator. It is clear from Table that out of 250 rural consumers,
119 respondents (47.6 per cent) prefer capacity, 65 respondents (26 per cent) prefer low price, 62
respondents (24.8 per cent) prefer durability and 4 respondents (1.6 per cent) prefer other
features. Most of the rural consumers are satisfied with capacity of the refrigerator. It is further
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clear from Table that out of 250 urban consumers, 98 respondents (39.2 per cent) prefer capacity,
93 respondents (37.2 per cent) prefer durability, 48 respondents (19.2 per cent) prefer low price
and 12 respondents (4.8 per cent) prefer other features. Most of the urban consumers are
satisfied with capacity of the refrigerator.
18 Brands of Washing Machine
With many brands available today, consumers are finding it difficult to choose a
particular brand from the numerous brands available in the market. Brand preference of washing
machine is displayed in Table 18.
Table 18
Brands of Washing Machine
Sl. No. Brands of Washing Area of Residence Total
Machine Rural Urban
1 Godrej 29(11.6) 24(9.6) 53(10.6)
2 Kelvinator 19(7.6) 18(7.2) 37(7.4)
3 Whirlpool 103(41.2) 77(30.8) 180(36)
4 Voltas 13(5.2) 07(2.8) 20(4)
5 Videocon 22(8.8) 13(5.2) 35(7)
6 LG 44(17.6) 66(26.4) 110(22)
7 Samsung 20(8) 45(18) 65(13)
Total 250(100) 250(100) 500(100)
Table 18 exhibits that out of 500 respondents, 180 respondents (36 per cent) use Whirlpool, 110
respondents (22 per cent) use LG, 65 respondents (13 per cent) use Samsung, 53 respondents
(10.6 per cent) use Godrej, 37 respondents (7.4 per cent) use Kelvinator, 35 respondents (7 per
cent) use Videocon, 20 respondents (4 per cent) use Voltas. The majority of the respondents (36
per cent) prefer Whirlpool washing machine. Table shows that out of 250 rural consumers, 103
respondents (41.2 per cent) have whirlpool brand of washing machine, 44 (17.6 per cent) have
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LG brand of washing machine, 29 respondents (11.6 per cent) have Godrej brand of washing
machine, 22 respondents (8.8 per cent) have Videocon brand of washing machine, 20
respondents (8 per cent) have Samsung brand of washing machine, 19 respondents (7.6 per cent)
have Kelvinator brand of washing machine and 13 respondents (5.2 per cent) have Voltas brand
of washing machine. Table further shows that among the urban consumers, a majority of 77
respondents (30.8 per cent) have whirlpool brand of washing machine and the next majority of
66 respondents (26.4 per cent) have LG brand of washing machine.
19 Sources of Purchase
Some consumers purchase their requirements directly from manufactures of washing
machine and some consumers prefer a dealer from other areas. The collected results are
presented in Table 19.
Table 19
Sources of Purchase of Washing Machine
Sl. No. Sources of Purchase Area of Residence Total
of Washing Machine Rural Urban
1 Local dealers 141(56.4) 116(46.4) 257(51.4)
2 Dealers from other 132(26.4)
68(27.2) 64(25.6)
areas
3 Show rooms 41(16.4) 70(28) 111(22.2)
Total 250(100) 250(100) 500(100)
It is apparent from Table 19 that out of 500 respondents, 257 respondents (51.4 per cent) have
purchased washing machines from local dealers, 132 respondents (26.4 per cent) have preferred
a dealer from other areas and 111 respondents (22.2 per cent) have purchased washing machine
from show rooms. The majority (51.4 per cent) of the respondents have purchased their products
only from local dealers. Table shows that out of 250 rural consumers, 141 respondents (56.4 per
cent) have purchased washing machine from local dealers, 68 respondents (27.2 per cent) have
Page 323
preferred a dealer from other areas and 41 respondents (16.4 per cent) have purchased washing
machine from show rooms. The majority (56.4 per cent) of the rural consumers have purchased
their products only from local dealers. Table further shows that out of 250 urban consumers, 116
respondents (46.4 per cent) have purchased washing machine from local dealers, 70 respondents
(28 per cent) have purchased washing machine from show rooms and 64 respondents (25.6 per
cent) have preferred a dealer from other areas. The majority (46.4 per cent) of the urban
consumers have purchased their products only from local dealers.
20 Brands of Mixies
The mixie comes to the rescue of women by solving much of their problems in the
kitchen work especially in urban areas and also in the semi-urban areas it has become
indispensible. Conventional grinding is no longer found in most of the modern houses.
Consumers are using different brands of mixies. The following Table 4.32 shows the different
brands of mixies used by the consumers.
Table 20
Brands of Mixies
Sl. No. Brands of Mixies Area of Residence Total
Rural Urban
1 Sumeet 42(16.8) 28(11.2) 70(14)
2 Ideal 48(19.2) 77(30.8) 125(25)
3 Maharaja 113(45.2) 67(26.8) 180(36)
4 Preethy 44(17.6) 71(28.4) 115(23)
5 Prestige 03(1.2) 07(2.8) 10(2)
Total 250(100) 250(100) 500(100)
The above table reveals that out of 500 respondents, the majority of 180 respondents (36 per
cent) have Maharaja brand of mixie, 125 respondents (25 per cent) have Ideal brand of mixie,
115 respondents (23 per cent) have Preethy brand of mixie, 70 respondents (14 per cent) have
Page 324
Sumeet brand of mixie and only 10 respondents (2 per cent) have other brands of mixies. Table
further reveals that out of 250 rural consumers, majority of 113 respondents (45.2 per cent) have
Maharaja brand of mixie, 48 respondents (19.2 per cent) have Ideal brand of mixie, 44
respondents (17.6 per cent) have Preethy brand of mixie, 42 respondents (16.8 per cent) have
Sumeet brand of mixie and only 3 respondents (1.2 per cent) have other brands of mixies. Table
further exhibits that out of 250 urban consumers, majority of 77 respondents (30.8 per cent) have
Ideal brand of mixie, 71 respondents (28.4 per cent) have Preethy brand of mixie, 67 respondents
(26.8 per cent) have Maharaja brand of mixie, 28 respondents (11.2 per cent) have Sumeet brand
of mixie and only 7 respondents (2.8 per cent) have other brands of mixies.
21 Brands of Grinders
Grinder is a highly popular household appliance like the mixie. Grinder is an important
appliance that reduces the strain of grinding. In almost all middle class families we find only
modern and not the conventional grinding. The chief advantage in the modern grinder is saving
of time and energy. When the grinder works, women can attend to other work. Further, it is
considered that it is more hygienic to use modern grinder rather than using conventional grinder.
Mechanised grinders are available in different capacities to suit the needs of the different
consumers. The following table shows the different brands of grinders used by the consumers.
Table 21
Brands of Grinders
Sl. No. Brands of Grinders Area of Residence Total
Rural Urban
1 Preethi 88(35.2) 75(30) 163(32.6)
2 Lakshmi 23(9.2) 35(14) 58(11.6)
3 Maharaja 86(34.4) 61(24.4) 147(29.4)
4 Butterfly 52(20.8) 75(30) 127(25.4)
5 Others 01(0.4) 04(1.6) 05(1)
Total 250(100) 250(100) 500(100)
Page 325
The above table reveals that out of 500 respondents, majority of 163 respondents (32.6 per cent)
have Preethi brand of grinder, 147 respondents (29.4 per cent) have Maharaja brand of grinder,
127 respondents (25.4 per cent) have Butterfly brand of grinder, 58 respondents (11.6 per cent)
have Lakshmi brand of grinder and only 5 respondents (1 per cent) have other brands of grinders.
Table further reveals that out of 250 rural consumers, majority of 88 respondents (35.2
per cent) have Preethi brand of grinder, 86 respondents (34.4 per cent) have Maharaja brand of
grinder, 52 respondents (20.8 per cent) have Butterfly brand of grinder, 23 respondents (9.2 per
cent) have Lakshmi brand of grinder and only one respondent (0.4 per cent) have other brands of
grinders. Table further exhibits that out of 250 urban consumers, 75 respondents (30 per cent)
have Preethi brand of grinder, another 75 respondents (30 per cent) have Butterfly brand of
grinder, 61 respondents (24.4 per cent) have Maharaja brand of grinder, 35 respondents (14 per
cent) have Lakshmi brand of grinder and only 4 respondents (1.6 per cent) have other brands of
grinders.
SUGGESTIONS
Companies must make investment in understanding consumer behaviour and
implementing strategies, which will help them to retain customers. The most challenging concept
in marketing deals with understanding why buyers do what they do (or don‟t do). But such
knowledge is critical for marketers since having a strong understanding of buyer behavior will
help shed light on what is important to the customer and also suggest the important influences on
customer decision-making. Using this information, marketers can create marketing programs that
they believe will be of interest to customers.
CONCLUSION
Understanding Customers‟ Behaviour (CB) is very important to the marketers because it
enables them to understand and predict buying behaviour of consumers in the marketplace; it is
concerned not only with what consumers buy, but also with why they buy it, when and where
and how they buy it, and how often they buy it, and also how they consume it & dispose it.
Page 326
Consumer research is the methodology used to study consumer behaviour; it takes place at every
phase of the consumption process: before the purchase, during the purchase, and after the
purchase. Understanding of the consumer behaviour begins with study of the consumer buying
process. Consumer buying process is five step activities. The starting with need recognition,
which leads to information search, once information is obtained from different sources next step,
is the evaluation and intent where in consumer evaluates various parameters of the product or
service. The next step in five-step activity is the purchase decision where in intent is converted
into an actual purchase of the good or the service. The final step is post-purchase reaction where
in customer if she is satisfied with goods or services recommends to other prospective customers
or repeat the purchase. If the customer is not happy with purchase, a bad word of mouth follows,
and she looks for alternative product or service. Factors affecting how customers make decisions
are extremely complex. Buyer behavior is deeply rooted in psychology with dashes of sociology
thrown in just to make things more interesting.
Page 327
REFERENCES
BOOKS
1. Keller K (2002). Branding and brand equity: In B Weltz, R Wensley (Eds.), Handbook of
Marketing. London: Sage Publications.
2. Kotler P, Chandler PC, Brown L, Adam S (2003). Marketing: Australia and New Zealand
Edition 3, New York: Prentice Hall Australia.
3. Nilson, H. (1998), Competitive Branding-Winning the Marketplace with Value Added
Brands, John Wiley, New York.
4. Rogers EM (1995), Diffusion of innovation, 4th edition, Free Press. New York.
JOURNALS
1. Abdul Brosekhan, A. and Muthu Velayutham, C (2011) “An Empirical Study on Consumers
Buying Behaviour towards Selected Home Appliance Products in Ramanathapuram”, IOSR
Journal of Business and Management (IOSR-JBM).
2. Ambler T, Styles C (1996). Brand development versus product development: toward a
process model of extension decisions, J. Prod. Brand. Manage. 6 (4).
3. Amutha, G. Sulthana, M. and Nasrin (2011) in their study entitled, “A Study on
Replacement Attitude of Consumers towards Home Appliances”, Journal of Marketing &
Management, Vol. 2, Issue 2.
4. Arash Shahin, Ali Kazemi and Hamzeh Kazemi Mahyari (2012) “How Consumer's
Perception of Country of Origin Affects Brand Equity: A Case Study in Iran”, Middle-East
Journal of Scientific Research, Vol.12, Issue.6.
Page 328

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GE-INTERNATIONAL JOURNAL OF MANAGEMENT RESEARCH

VOLUME -2, ISSUE -9 (September 2014) IF-3.142 ISSN: (2321-1709)

CUSTOMERS’ BUYING BEHAVIOUR TOWARDS HOME

Mrs. R. Santhi Salomi, (M.Com,M.Phil)

Dr. B. Revathy, (M.Com,M.Phil,B.Ed,Ph.D,DCA,MBA)

Key Words: Brand, Buying Behaviour, Guarantee, Home Appliances, Preferences

OBJECTIVES OF THE STUDY

5 Internet 04(1.6) 50(20) 54(10.8)

1 Below 3 72(28.8) 35(14) 107(21.4)

3 Instalment 53(21.2) 36(14.4) 89(17.8)

1 Below 20 90(36) 55(22) 145(29)

10 Period for Using Refrigerator

12 Reason for Purchase

Source: Primary data

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