a study on consumer brand preference towards selected

“A STUDY ON CONSUMER BRAND PREFERENCE

TOWARDS SELECTED HOME APPLIANCES”

Project Report submitted to

UNIVERSITY OF CALICUT

In partial fulfillment of the requirement for the award of the degree of

BACHELOR OF COMMERCE

Submitted by

CHRISTEEN JOHNSON

(CCASBCM147)

Under the supervision of

Ms. TEENA THOMAS

DEPARTMENT OF COMMERCE

CHRIST COLLEGE (AUTONOMOUS), IRINJALAKUDA

MARCH 2021

CHRIST COLLEGE (AUTONOMOUS), IRINJALAKUDA

CALICUT UNIVERSITY

DEPARTMENT OF COMMERCE

CERTIFICATE

This is to certify that the project report entitled “A STUDY ON CONSUMER

BRAND PREFRENCE TOWARD SELECTED HOME APPLIANCES” is

a bonafide record of project done by CHRISTEEN JOHNSON, Reg. No.

CCASBCM147, under my guidance and supervision in partial fulfillment of

the requirement for the award of the degree of BACHELOR OF COMMERCE

and it has not previously formed the basis for any Degree, Diploma and

Associateship or Fellowship.

Prof. K.J.JOSEPH Ms. TEENA THOMAS

Co-ordinator Project Guide

DECLARATION

I, CHRISTEEN JOHNSON, hereby declare that the project work

entitled “A STUDY ON CONSUMER BRAND PREFERENCES TOWARD

SELECTED HOME APPLIANCES” is a record of independent and bonafide

project work carried out by me under the supervision and guidance of Ms.

Teena Thomas, Assistant Professor, Department of Commerce, Christ College,

Irinjalakuda.

The information and data given in the report is authentic to the best of my

knowledge. The report has not been previously submitted for the award of any

Degree, Diploma, Associateship or other similar title of any other university or

institute.

Place: Irinjalakuda CHRISTEEN JOHNSON

Date: CCASBCM147

ACKNOWLEDGEMENT

I would like to take the opportunity to express my sincere gratitude to all people who have helped me with sound advice and able guidance.

Above all, I express my eternal gratitude to the Lord Almighty under whose

divine guidance; I have been able to complete this work successfully.

I would like to express my sincere obligation to Rev.Dr. Jolly Andrews,

Principal-in-Charge, Christ college Irinjalakuda for providing various facilities.

I am thankful to Prof. K.J.Joseph, Co-ordinator of B.Com (Finance), for

providing proper help and encouragement in the preparation of this report.

I am thankful to Ms. Smitha Antony, Class teacher for her cordial support,

valuable information and guidance, which helped me in completing this task through various stages.

I express my sincere gratitude to Ms. Teena Thomas, Assistant Professor,

whose guidance and support throughout the training period helped me to complete this work successfully.

I would like to express my gratitude to all the faculties of the Department for their interest and cooperation in this regard.

I extend my hearty gratitude to the librarian and other library staffs of my

college for their wholehearted cooperation.

I express my sincere thanks to my friends and family for their support in

completing this report successfully.

TABLES OF CONTENTS

CHAPTER NO. CONTENTS PAGE NO:

LIST OF TABLES

LIST OF FIGURES

CHAPTER 1 INTRODUCTION 1 – 3

CHAPTER 2 REVIEW OF LITERATURE 4 – 5

CHAPTER 3 THEORETICAL

FRAMEWORK 6 – 9

CHAPTER 4 DATA ANALYSIS AND

INTERPRETATION 10 – 29

CHAPTER 5 FINDINGS, SUGGESTIONS

& CONCLUSION 30 – 32

BIBLIOGRAPHY

APPENDIX

LIST OF TABLES

TABLE

NO: TITLE PAGE NO:

4.1 Table showing classification of the respondents

based on age group. 10


based on gender basis. 11


based on income of the people. 12


based on kind of family. 13

4.5 Table showing opinion of the respondents based on

people have refrigerator. 14


based on people have washing machine. 15

4.7

Table showing classification of the respondents

based on the people brand preference towards

refrigerator.

16

4.8

Table showing classification of respondents based

on the people brand preference towards washing

machine.

17

4.9 Table showing classification of respondents based

on how long refrigerator own. 18

4.10 Table showing classification of respondents based

on how long washing machine own. 19


based on source of information. 20

4.12


based on behaviour of customers in case of non-

availability of their brand.

21

4.13

Table showing classification of the respondents on

the basis of perception of customers towards

switching of brands.

22


based on influence to make buying decision. 23

4.15


the basis of awareness about brands available in

the market.

24

4.16


on the basis of first preference when making

purchase of selected items.

25

4.17


the basis of satisfaction about overall performance

of brand.

26

4.18

Table showing classification of respondents on the

basis of brands which give more beneficial

schemes to customers..

27

4.19


the basis of factors which have important role in

motivated customers.

28

4.20 Table showing classification of the respondents on

the basis of mode of purchase.

29

LIST OF CHARTS

FIGURE

NO: TITLE

PAGE

NO:

4.1 Chart showing classification of respondents based on

age group. 10

4.2 Chart showing classification of the respondents based

on gender basis. 11


on income of people. 12


on kind of family. 13


on people have refrigerator. 14


on people have washing machine. 15


on the people brand preference towards refrigerator. 16


the people brand preference towards washing machine. 17


how long refrigerator own. 18


how long washing machine own. 19


on source of information 20

4.12 Chart showing opinion of the respondents based on

behaviour of customers in case of non-availability of

21

their brand.

4.13 Chart showing opinion of the respondents on the basis

of perception of customers towards switching of brands. 22


on influence to make buy decision. 23

4.15 Chart showing classification of respondents on the basis

of awareness about brands available in the market. 24

4.16

Chart showing classification of respondents on the basis

first preference when making purchase of selected home

appliances.

25

4.17 Chart showing classification of respondents on the basis of satisfaction about overall performance of brand. 26

4.18 Chart showing classification of respondents on the basis

of brands which give more beneficial schemes to

customers.

27

4.19 Chart showing classification of the respondents on the

basis of factors which have important role in motivated

customers.

28

4.20 Table showing classification of the respondents on the

basis of mode of purchase. 29

CHAPTER 1

INTRODUCTION

1.1Introduction

The home appliances industry is operating in a highly competitive, complex

and rapidly changing environment. India is the second largest consumer market

in the world. The Indian company profile has been changed in terms of

education, income, occupation and reference group and media habits. There is a

shift in consumer brand preference for durable products for the past decade

with the influence of modern technology consumers attitude and purchase

preference have been vastly changing all over the world for the past a few years

due to entry of foreign brands which create heavy competitive on as well as

brand choice for buyers.

Home appliances are known as domestic appliances are electrical machine

that help in household functions such as cooking, cleaning and food

preservation. They are instrument or device designed for particular use or

function.

Consumer behavior is the study of how individuals, customers, groups or

organisations select, buy, use and dispose ideas, goods and services to satisfy

needs and wants. consumer behavior is a composite of four aspects viz.,

consumer preference, information search, purchase decision and post purchase

behavior or satisfaction. Majority of the consumers give more preference to the

quantity of the product followed by price, design, sales and services etc. the

study of the consumer preference not only focus on how and why consumers

make buying decision, but also focuses on how and why consumers make

choice of goods they buy and their evaluation of these goods they buy and their

evaluation of these goods after use. This study reveals the attribute of the

consumers towards selected home appliances which determine the brand

preference and satisfaction level.

1.2 Statement of the problem

The study was conducted to know the consumer brand preference regarding

selected home appliances. This project aims to identify factors influencing

2

customers while purchasing. The consumer has certain expectation from

branded products in term of its quality, price and others. The appliances

selected for the project are refrigerator are Samsung, LG, whirlpool, Godrej,

Haier, and Videocon etc. the popular brands of washing machine are LG,

whirlpool, Godrej, Haier, Panasonic etc.

1.3 Objectives of study

* To know the brand preference of consumers

* To know the level of satisfaction

* To know the behavior of consumers while purchasing

1.4 Research design

1.4.1 Nature of study

The study is in descriptive in nature.

1.4.2 Nature of data

Both primary and secondary data are used for the study.

1.4.3 Sources of data

The study is based on both primary and secondary data. Primary data collected

through questionnaire method. The secondary data collected from research

articles, reports and websites.

1.5 Sample design

1.5.1 Nature of population

The study include customers of branded home appliances. Population is

infinite.

1.5.2 Sample unit

Samples are collected from 50respondent consumers near Thrissur district at

Varandarappilly.

3

1.5.3 Method of sampling

Samples are selected from convenient sampling method. It is one of the

probability sampling techniques.

1.5.4 Size of sample

50 respondent consumers are selected.

1.6 Tools for analysis

The analysis is based on percentage method. It refers to a specific kind which is

used in making comparison between two or more series of data. charts and

tables are used to present the data.

1.7 Chapterisation

Chapter 1 Introduction

This chapter explains the design and execution of the study such as

introduction, statement of the problem, objectives of the study, significance of

the study, scope of the study, date and research methodology, limitations of the

study.

Chapter 2 Review of literature

This mainly provides brief idea about different researcher and their study on

the topic.

Chapter 3 Conceptual review

This chapter deals with theoretical framework.

This chapter deals with detailed study of conceptual review.

Chapter 4 Data analysis and interpretation

This includes presentation of data collected through questionnaire in the forms

of charts, tables, percentages, and it’s representations.

Chapter 5 Findings, Suggestions, Conclusions

This chapter deals with the findings, suggestions and conclusions of the study.

4

CHAPTER 2

REVIEW OF LITERATURE

4

2.1 Literature Review

Anil Kumar and Jelsey Joseph(2012) analysed the consumer behaviour of

urban and rural working women consumers towards durables and optioned that

the urban and rural markets significantly different from each other in

considering general and product specific factors while making their purchase

decision for durables

Mumtaz Ali, Jing Fengie and Naveed Akthar Qureshi(2010) provided a

detailed view of consumers way of thinking and investigated the degree of

association of six country of origin age, culture and advertising on buying

behaviour of goods and services

Minakshi Thamman and Priya Ahuja(2010) analysed the consumer behaviour

of television, refrigerator and food processor with reference to income level,

buying motives different in various income categories

Anand Thakur and Hundai(2008) suggested that both rural and urban

consumers different in their perception about washing machine compared to

rural and preferred to put them in necessity category

Kavaldeep Dixit(2008) says that consumer durables industry in india is at a

take off stage. It has emerged as one of the most dynamics and fast moving

sectors with several reputed players entering the market. That is growing day to

day.

Madona Mohan(2007) says that man has been continuously trying to improve

the surroundings to make him more and more comfortable

Rathod M Raju(2007) found that many have refrigerator, washing machine,

microwave ovens, dish washes etc. today the consumers demand more value

for money and they are health and quality conscious. Companies today have

streamlined their business according to customers needs and preferences

5

Harish R(2007) had reviewed the studies on ‘Emerging trends in the marketing

of consumers durables in india’. He has concluded that about 60% of the

domestic demand for durables is met by local manufacturing, while the rest is

archived be buying more of imported durables in the years to come

Jayasree Krishnan(2006) reviewed the life style and its influence on brand

choice behaviour. She concluded that life style has a significant influence on

the purchase behaviour of the refrigerator users. Customers more interested in

the well known and established brands in the market

Sakthrivel Murugan(2006) concluded that in modern society, people select the

set of products , services and activities that define themselves and in turn create

a social identity that is communicated to others

CHAPTER 3

THEORETICAL FRAMEWORK

6

3.1 Introduction

This chapter deals with conceptual review and empirical literature. Conceptual

review deals with different concept used in the study. Empirical literature deals

with studies conducted by the previous authors. Empirical literature is arranged

in chronological order.

3.1.1 Meaning of consumer behaviour

Consumer behaviour is the study of individuals, groups or organization and all

the activities associated with purchase, use and disposal of goods and services,

how the consumer behaviour.

3.1.2 Definition of consumer behaviour

In accordance with Solomon 2006 “consumer behaviour is defined as the

process decision making and physical activity involved in acquiring disposing

goods and services to satisfy needs and wants.

3.1.3 Factors influencing consumer behaviour

There are four major factors influencing on buying behaviour of consumer

(a)Cultural factors

Consumer behaviour culture can be defined as sum total of learned belief,

values that serve to guide and direct the consumer behaviour of all member of

that society. Cultural factor is learned through the following three ways: formal

learning, informal learning, technical learning.

(b)Social factors

Consumer behaviour is also influenced by such social factors as reference

group, family and, social role and status.

7

(c)Personal factors

Buyers decision are also influenced by personnel characteristics, the buyers age

life cycle stages, occupation, economics circumstances life style and

personality and self concept.

(d)Psychological factors

Abraham Mallows need can be ranked in order of importance from the low

biological needs to higher level of psychological needs. Maslow’s hierarchy of

human needs make us understand consumer motivation. It is useful for the

marketer who can identify what generic level needs this brand is capable of

fulfilling and according position his brand up with relevant marketing input.

3.1.4 Advantages of consumer behaviour

(a) Saves from disaster

The failure rate of new product is surprisingly high not only in highly

competitive economies of USA, Europe and japan etc. but even in India for

instance, roohafza of hamdard succeeded well but when other companies tried

like Dabur to produce similar product they could not succeed. Dabur had to

sleep production of sharbat, because consumers did not like its taste. There are

many more such examples. If one tests the market before launching a new

product this type of disaster can be minimized or avoided.

(b) Segmentation of market is helped

The study of consumer behaviour suggested that everyone does not buy on

price consideration or utility consideration. Only for high income groups high

priced cloth, cars etc have been produced.in certain cases prices of such cloth is

three to eight times of normal suiting price but some section still buy it for

prestige or show

(c) Helps in product orientation

8

The study of consumer behaviour helps to find out why consumer are drifting

away from a product or why they are not liking it. for instance, some of indian

toothpaste are being produced for long like neem but it could not capture the

market. There are many other instances when a new product has been

developed or reoriented to again capture its old glorious position.

(d) Helps the consumer to study their behaviour

The consumers often are guided by their income, emotions, opinion of others

and they do not undertake study of their behaviour whether it is scientific or

not. The science, however, can help them to study cost benefit of their buying

decision. The study can reveal them whether buying an expensive item it’s

rational or not.

3.1.5 Disadvantages of consumer behaviour

The marketers study the behaviour of consumers to mold it in favour of their

product and sometimes make fancy claims and use objectionable techniques.

They also take the help to produce and market such product which have utility.

In many cases consumers are exploited by sexy or otherwise attractive

advertisements through the media.

They take full advantage of weakness of consumers to mold it in their favour

whether it is scheme of exchange, gift, lotteries or otherwise. All over the

world consumers have been exploited by sales promotion schemes and

campaigns. For instance, certain producers claim that use of their tooth paste

will guard against germs and cavity.

Producers of medicine claim cure of certain deceases. Producers of hair oils

claim that it will stop falling of hairs and or new hairs will start growing. Slim

centers claims reduce weight in magic speedy manner. Someone claims that

boldness can be cured by replanting of new hairs in short period. Someone

claims regeneration of vitality even in old person.

9

Any number of examples can be given but such claims sometimes even by big

companies are only partially true. High priced products are introduced to take

advantage of consumers weakness just by changing shapes, packing etc.

customers are attracted by gifts, lotteries, exchange scheme etc.

In such cases often claims are exaggerated and benefits in the form of sales

promotion scheme is only to seller and not to buyer. The government in most

of the countries has found though consumer is the he is exploited. Hence most

of the countries have framed and enacted many acts and regulations to

safeguard the interest of consumers.

CHAPTER 4

DATA ANALYSIS & INTERPRETATION

10

4.1 Introduction

Data analysis and interpretation is the process of assigning meaning to the

collected information and determining the conclusions, significance and

implication of the findings.

Table 4.1 shows age wise classification

Responses No of respondents Percentage

18-25 46 96

26-35 2 2

36-45 2 2

Above 45 0 0

Total 50 100

(Source: Primary data)

The table shows 96% of the respondent belong to age group of up to 18-25,2%

of the respondents belong to 26-35 and 2% 0f respondent belong to 36-

45.There is no respondents for age level above 45.

Figure 4.1 Figure showing the age of respondents

11

Table 4.2 showing the gender of respondents

Gender No of respondents Percentage

Male 39 78

Female 11 22

Total 50 100


The table shows that 78% of respondents are male and 22% of respondents are

female.

Figure 4.2 Figure showing the gender of respondents

12

Table 4.3 showing the income of people

Income No of respondents Percentage

Up to 10000 12 23

10000-20000 11 21

20000-30000 16 33

30000-40000 3 4

Above 40000 8 19

Total 50 100


Out of the above analysis, it is noticed that most of the respondents have a

monthly income between 20000-30000. Only small percentage has monthly

income 30000-40000.

Figure 4.3 Figure showing the income of respondents

13

Table 4.4 showing the kind of family

Family kind No of respondents Percentage

Nuclear family 44 90

Joint family 6 10

Total 50 100


90% of respondents are from nuclear family. Only 10% are included in joint

family.

Figure 4.4 Figure shows the type of family

14

Table 4.5 showing people have refrigerator

Responses No of respondents Percentage

Yes 49 98

No 1 2

Total 50 100


The table reveals that 98% of respondents have refrigerator.only 2% of

respondent not have refrigerator.

Figure 4.5 Figure showing people have refrigerator and washing machine

15

Table 4.6 showing people have washing machine

Responses No of responses Percentage

Yes 39 78

No 11 22

Total 50 100


The table reveals that 78% of respondents have refrigerator. Only 22% of

respondents not have washing machine.

Figure 4.6 Figure showing the people have washing machine

16

Table 4.7 showing brand preference towards refrigerator

Brand No of respondents Percentage

Godrej 10 18

Samsung 18 37

LG 15 31

Whirlpool 1 2

Panasonic 0 0

Others 6 12

Total 50 100


The most preference among respondents towards refrigerators is Samsung

brand. Godrej and LG are the next preferable brands among the users.

Figure 4.7 Figure shows the brand preference towards refrigerator

17

Table 4.8 showing brand preference towards washing machine

Brand No of respondents Percentage

LG 13 21

Haier 10 20

Whirlpool 9 19

Godrej 7 15

Haier 3 6

Others 8 19

Total 50 100


The most preference towards washing machine is LG. whirlpool, Haier are next

following brand preferred by consumers.

Figure 4.8 Figure shows the brand preference towards washing machine

18

Table 4.9 showing how long refrigerator own

Time period No of respondents Percentage

Less than 6 months 4 8

One year 4 8

Two years 5 10

More than two years 36 74

Total 50 100


From the analysis, 74% respondents have refrigerator in their family for more

than two years. Only a small percentage owns it less than one year.

Figure 4.9 Figure showing how long the refrigerator own

19

Table 4.10 showing how long the washing machine own

Time period No of respondents Percentage

Less than 6 months 8 15

One year 8 15

Two years 4 10

More than two years 30 60

Total 50 100


From the above table, most of the people having washing machine for more

than two years. 10% people buy washing machine for two years.

Figure 4.10 Figure showing how long the washing machine own

20

Table 4.11 showing sources of information regarding selected home

appliances

Sources of information No of respondents Percentage

Media advertisement 22 46

Internet 3 6

News papers 5 8

Friends 9 19

Magazines 11 21

Total 50 100


46% of respondents get awareness through media advertisement. 21% get

information from magazines. 19% are treated friends as a source of

information.

Figure 4.11 Figure shows the source of information

21

Table 4.12 showing behaviour of customers in case of non–availability of

their brand

Opinion No of respondents Percentage

Postpone purchase 2 4

Switch over to other

brand

14 28

Go to other shop 27 54

Search for your

preferred brand

7 4

Total 50 100


54% respondents are go to other shop when there is a non- availability of

preferred brand. 28% respondents are switch over to other brand while 4% are

postponing their purchase and 4% are searching for your preferred brand.

Figure 4.12 Figure shows the behaviour of customers in case of non-

availability of their preferred brand

22

Table 4.13 showing perception of customers towards switching of brands


Not at all 10 20

I may consider 7 13

Yes 13 26

Can’t say 20 41

Total 50 100


20% of respondents do not switch over to new brand. 13% of respondents may

consider switching the brand. 26% are definitely changed to new brand while

other 41% are uncertain about situation.

Figure 4.13 Figure shows the perception of customers towards switching of

brands

23

Table 4.14 showing influence to make a buying decision

Source of influence No of respondents Percentage

Self 16 33

Friends or relatives 17 35

Family members 14 26

Others 3 6

Total 50 100


35% of respondents are influenced by friends or relatives to make purchase

decision . 33% are influenced by own motives. 26% are influenced by family

members to make purchase decision.6% are making decision according to other

factors.

Figure 4.14 Figure showing the influence to make buying decision

24

Table 4.15 showing awareness about brands available in the market


Fully aware 29 60

Less aware 16 31

Un aware 5 9

Total 50 100


60% of respondents are fully aware about the brands available in the market.

31% are less aware about the brands and 9% is not aware about these brands.

Figure 4.15 Figure shows the awareness about brands available in the market

25

Table 4.16 showing first preference when making purchase of selected

home appliances

Factors No of respondents Percentage

Price 8 16

Quality 33 65

Brand image 5 10

Style/looks 3 6

After sales services 0 0

Recommendations 1 3

Total 50 100


65% of respondents prefer quality as a first one. 16% considers price and 10%

considers brand image of the products. 6% are considered style/looks of the

products and 3% considered recommendation of others.

Figure 4.16 Figure showing the first preference when making purchase of

selected home appliances

26

Table 4.17 showing satisfaction about overall performance of the preferred

brand


Fully satisfied 3 5

Satisfied 38 78

Neutral 9 19

Dissatisfied 0 0

Highly dissatisfied 0 0

Total 50 100


78% of respondents are satisfied with their preferred brand.19% have a neutral

opinion about their satisfaction. 5% are fully satisfied with their preferred

brand.

Figure 4.17 Figure shows the satisfaction about overall performance of the

preferred brand

27

Table 4.18 showing the brands which give more beneficial schemes to

customers

Brands No of respondents Percentage

LG 10 22

Whirlpool 11 27

Godrej 4 6

Samsung 21 39

Panasonic 4 6

Total 50 100


39% of respondents say that Samsung give more beneficial schemes to

customers. 27% says whirlpool gives more beneficial schemes and 22% LG.

28

Table 4.19 showing factors which have important role in motivating

customers

Factors No of respondents Percentage

Monetary benefits 14 30

Communication 22 45

Unique features 9 17

Social needs 5 8

Total 50 100


45% of respondents consider communication are important to motivate

consumers.30% consider monetary benefits as a motivate factor.

Figure 4.19 Figure showing the factors which have important role in motivating

customers

29

Table 4.20 showing the mode of purchase

Mode No of respondents Percentage

Cash 30 60

Credit 9 19

Installment 11 21

Hire purchase 0 0

Total 50 100


60% of respondents are making purchase on cash. 21% are buying appliances

on installment. 19% are considering credit mode as a convenient method.

Figure 4.20 Figure shows the mode of purchase

CHAPTER 5

FINDINGS, SUGGESTIONS &

CONCLUSION

30

5.1 Findings

The project titled ‘consumer brand preference towards selected home

appliances with special reference to Varandarapilly area in Thrissur district’

has been arrived following findings.

The study has shown that majority of the respondents are males.

96% of the respondents are between 18-25 year age group.

Most of the respondents have monthly income between 30000-40000.

90% are from nuclear family

Majority of the respondents have both washing machine and

refrigerator.

74% respondents have refrigerator for more than two years.

Most of the respondents have washing machine for more than two years.

46% of the respondents get information from media advertisement

related to selected home appliances.

54% are going to other shop when in case of non-available of preferred

brand.

35% are influenced by friends/relatives in making in making buying

decision.

60% are fully aware about the brands available in the markets.

65% are given first preference to quality while making purchase.

78% are satisfied with preferred brand.

39% of respondent says Samsung give more beneficial schemes to

customer.

45% say communication facility have an important role in motivate

customers.

60% prefer cash purchase of products.

31

5.2 Suggestions

Consumers prefer high valued consumer goods of well established

brands. So the manufacturers must follow brand loyalty in their

products.

Some of the respondent suggests improvement in the quality of

products.

Company should offer attractive price discounts during festival seasons

and off seasons to attract consumers in order to increase sales

Company should make sure that there products are available with almost

all the dealers so that customer will not face any difficulty in finding

them.

5.3 Conclusion

The market for consumer goods is becoming more competitive now days. From

the study, majority of the respondents are satisfied with their preferred brand.

According to their priority, major factors leads to purchase are quality, price,

brand image, advertising and recommendations. The findings help to identify

the strong and weak points of various brands and suggestion have been framed

with a view to higher degree of brand awareness, satisfaction towards selected

home appliances.

To survive in the competitive market, the producer of the goods should

understand the consumer interest. Marketers communicate with consumers and

try to convince through every possible media. Consumer is the king of the

market, so the marketer should understand the behaviour of consumers and

plan his strategies to suit the needs and aspirations of the target market will

definitely have an advantage over his competitors. Thus the manufacture

through suitable advertising and promotional strategies create awareness , make

customer to feel that his product is essential to him, influence him to buy and

32

experience the product in wholesome and create repetitive need for the same,

upgrade the product simultaneously and try to retain the customer forever.

BIBLIOGRAPHY

JOURNALS

• Jayasree Krishnan, life style and it’s influence on brand choice

behaviour. The lefian journal of management research 2006-5(7): 30-32.

• Sakthrivel Murugan, influence of bramd choice behaviour. The lefian

journal of management research 2007-5(8): 20-25.

• Madana Mohan- customer’s perception on consumer durables with

special reference to shop keepers M-infinity. Journal of management

2007; 2(1) 66-68.

• Rathod M Raju- Nitty Grittty multi-brand versus exclusive retailing,

marketing mastermind, 2007-09.

• Harish R- emerging trends in marketing of consumers durables in india-

the lefian journal of management 2007(6); 46-55.

• Kavaldeep Dixit- retail marketing in india, markrting mastermind, 2008,

8-2.

• Anil kumar and jelsey joseph:Family purchase decision making and the

process of adjustment,JMR, Journal of Marketing Research (pre-1986);

May 2012; 12, 000002; ABI/INFORM Global pg. 189.

• Minakshi Thammana and Priya Ahuja: A model of male consumer

behaviour inbuying skin care products in Thailand, 29(1):39-52.

• Mumtaz Ali, Jing Fengie : Teenagers involvement in family decision

making, Journal of Consumer Marketing,24(3):160–170.

• Anand Takur and Hundai:Purchase decision making and the increasing

significance of family types, Journal of Consumer Marketing,25(1):45-

56.

WEBSITES

• http://ebuyguru.com

• http://indiahousing.com

• http://financial express.com

APPENDIX

QUESTIONNAIRE

As part of academics, we are conducting a study on the consumer brand

preference towards selected home appliances with special reference to

Varandarappilly area in Thrissur district. If you could sacrifice some of your

valuable time to fill the questionnaire, it would help in the completion our

study.

Name:

Age:

o 18-25

o 26-35

o 36-45

o above 45

Mail id:

Gender:

o Male

o female

1.Family income:

o Up to10000

o 10000-20000

o 20000-30000

o 30000-40000

o above 40000

2.Family kind:

o Nuclear family

o joint family

3.Do you have refrigerator?

o Yes

o no

4.Do you have washing machine?

o Yes

o no

5.Specify the brand name of refrigerator you have:

o Samsung

o LG

o whirlpool

o godrej

o panasonic

o haier

o others

6.Specify the brand name of washing machine you have:

o Samsung

o LG

o whirlpool

o godrej

o panasonic

o haier

o others

7. How long do you own the refrigerator?

o Less than 6 months

o one year

o two year

o more than two years

8. How long do you own the washing machine?

o Less than 6 months

o one year

o two year

o more than two years

9.How did you know brand model of these products?

o Media advertisement

o magazines

o newspapers

o friends

o internet

10.Do you change the brand in case of non availability of preferred brand?

o Yes

o No

11.If your preferred brand is not available, what will you do?

o Postpone purchase

o switch over to other brand

o go to other shop

o search for our brand

12.what is your perception towards switching towards other brands?

o Not at all

o yes

o can’t say

o i may consider

13.Who influenced you in more in buying decision?

o Self

o friends/relatives

o family members

o Other

14.Awareness about brands available in the markets:

o Fully aware

o less aware

o unaware

15.What is your first preference while purchase of selected home appliances?

o Price

o quality

o brand image

o style/looks

o after sales services

o recommendation

16.Are you satisfied with overall performance of branded products?

o Highly satisfied

o satisfied

o neutral

o dissatisfied

o highly dissatisfied

17. According to you which company gives more beneficial schemes to

customers?

o Samsung

o LG

o whirlpool

o godrej

o panasonic

o haier

o others

18.According to you, what is the important factor considered to motivate

customers?

o Monitory benefits

o communication

o unique features

o social need

19.Which mode of purchase is considered as comfortable to you?

o Cash

o credit

o installments

o hire purchase

20.Which is the time suitable to make purchase?

o New year

o onam

o festival season

o whenever needed

Documents

a study on consumer brand preference towards selected