Chapter 4 FINDINGS OF THE STUDY

Transcription

1 Chapter 4 FINDINGS OF THE STUDY

2 FINDINGS OF THE STUDY The previous chapter has provided a detailed result of the analysis of the effect of advertisements on the consumer behaviour and brand preference of consumer durables in Kerala. The present study reveals that advertising has significant influence on the consumers of Kerala. Thus advertising is a very important communication tool, highly visible and more effective. It helps to create awareness, remind, persuade to buy and retain the existing customers. People in markets feel that is the need of the time for business. We may like or not but advertisements are observable everywhere in our surrounding. It is very difficult to live in isolation without noticing advertisement in present time. It has become part of our social, economic, cultural and business environment. It is the indicator of advancement and progress of human civilization. Advertisements have affected our life style to a great extent. From the present study itself we can see that the consumer durables market of Kerala, the big companies and traders are using a number of advertising strategies for attracting and retaining profitable consumers. In order to make an overall assessment of the effect of advertisement on consumer behaviour and brand preference in the consumer durables market of Kerala, the researcher focused upon the following objectives. To study the demographic profile of the respondents and their exposure to different media. To examine the respondents general attitude towards advertising. To examine the effect of advertisement on awareness and purchase of consumer durable products. To assess the effect of consumer durables advertising in different media. To identify the most effective medium of advertising of consumer durables. To assess the effect of advertising on brand preference of consumer durables. To study the important factors affecting the customers while purchasing consumer durables. In order to carry out the study with the above mentioned objectives in mind, the primary data have been collected with the help of a structured questionnaire and informal personal discussions with the sample respondents. The secondary data have

3 been collected from different sources such as published research papers, research articles in national and international journals, seminar reports, newspapers, books, departmental publications and working papers. Since the universe (viewers of advertisements) constitutes an infinite one, a Census method is found to be quite impractical. Hence Stratified Random Sampling technique was adopted to select the sampling units. The collected primary data have been statistically processed, classified and tabulated using appropriate methods. Statistical techniques such as scaling and scoring techniques are used for the analysis of the data. Likerts scaling and Semantic differential scale have been used to analyse the attitude of respondents and nominal scale has been used to analyse the demographic profile of the consumers. The data collected through the questionnaire analysed using the SPSS software. The hypothesis formulated for the study was tested with the help of parametric and non- parametric tests. They are Chi-Square, ANOVA, Contingency table / cross tabulation, Cramer s V, Kendall s W test, Friedman test, Kruskal Wallis test, Mann Whitney Wilcoxon test, Correlation etc. While analysing the primary data from the sample respondents the following observations has been made: Section A - Personal profile of the sample respondents A brief description of the sample in respect of age, gender, region, education, occupation and family income are given below: As regards the age of the respondents selected for the study, out of total 900 respondents, those belonging to below 20 years age total 37.8 per cent, those belonging to the years range total 39.1 per cent, those belonging to the years range total 26.4 per cent, 10.3 per cent fall under the category of years and that 1.2 per cent of the sample size are 50 and above years. As for the gender of the respondents, 65.1 percent of respondents selected for the study were male and the remaining 34.9 per cent female. Among those from the data were collected as part of the survey, 33.3 per cent sample respondents each from the rural, semi urban and urban area.

4 As regards the education level of the sample size, out of 900 respondents, 261 (29 per cent) included in the up to SSLC category, while 246 (27.3 per cent) respondents stated that they had studied PDC/Plus Two level. 185 (20.6 per cent) of respondents were included in the Graduation category, 71 (7.9 per cent) of respondents were Professional degree holders and the remaining 137 (15.2 per cent) of the respondents stated that they belonged to Post Graduate and above category. The employment status wise breakup of the respondents shows that 497 (55.2 per cent) of the respondents were employed and 403 (44.8 per cent) of them were coming under the category of unemployed. As for the occupation of the sample respondents, it was found that 118 (13.1 per cent) of the respondents were Government employees, 106 (11.8 per cent) of the respondents were coming under the category of Private sector employees, 120 (13.3 per cent) were doing Business, Only 34 (3.8 per cent) of them were Professionals, 36 (4 per cent ) Agriculturists,83 (9.2 per cent) Cooli workers, 255 (28.3 per cent) House wives, 44 ( 4.9 per cent ) Retired and there were 54 responses contributing 6 per cent in the occupation category of Returned NRI s. Regarding the income of the 900 respondents, it was found that 315 (35 per cent) of the respondents have annual family income Up to Rs. 1 Lakh. 457 (50.8 per cent) of the respondents are coming under the category of 1-3 Lakhs. 64 (7.1 per cent) of the respondents are coming under the group of 3-6 Lakhs. 41 (4.6 per cent) of the respondents are in the category of 6-10 Lakhs and there are 23 responses contributing 2.6 per cent in the income category of 10 Lakhs & above. Section B Exposure of respondents towards different media Majority (65.6 per cent) of the respondents spent their leisure time for watching Television and films. As far as the hobby reading is concerned 19.8 per cent. Reading occupies the second position. Only 7.9 per cent respondents select music and dance as their main hobby. 6.8 per cent of the respondents spent their leisure time for Indoor & Outdoor games.

5 As far as time spent on Television is concerned, 27.6 per cent of the respondents spent less than one hour daily for watching TV. 38 per cent of them spent 1-2 hours and 34.4 per cent of them spent more than 2 hours daily. It is clear that 6.2 per cent of the respondents prefer to watch television on the morning, 21.8 per cent of the respondents whose preferred time is noon, 28.9 per cent of the respondents prefer watching television in the evening, 19.4 per cent of the respondents whose preferred time is night and 23.7 per cent of the respondents opined that they have no specific time slot for watching television. Analysis of survey data shows that as far as time spent on listening radio, 20.1 per cent of the respondents spent less than one hour daily, 29.7 per cent of them spent 1-2 hours and 22.7 per cent of them spent more than 2 hours daily. In case of time spent for reading of the newspapers, 4.2 per cent of the respondents are not reading newspapers per cent of the respondents spent less than one hour daily, 24.7 per cent of them spent 1-2 hours daily for reading newspapers. In case of time spent for reading of the magazines, 16.8 per cent of the respondents are not reading magazines per cent of the respondents spent less than one hour daily, 24 per cent of them spent 1-2 hours daily for reading magazines. The primary data shows that the time spend for internet browsing, 69.9 per cent of the respondents are not using internet per cent of the respondents spent less than one hour daily, 8.1 per cent of them spent 1-2 hours daily for browsing internet and the remaining 4.8 per cent using internet more than 2 hours. The study reveals that the respondent s response of favourite newspaper, out of 900 respondents 33 per cent prefer Mathrubhoomi as their favourite newspaper followed by the Malayala Manorama which was preferred by 29.1 per cent respondents. The Hindu, Indian Express and Kerala Kaumudi are preferred by 6.2 per cent, 8.2 per cent and 15.3 per cent respectively. Other most preferred newspapers are Deshabhimani, Janmabhoomi, and Madhyamam etc.

6 Among the number of magazines, 34 per cent prefer Malayala Manorama as their favourite magazines followed by Vanitha which was preferred by 24.8 per cent respondents. Arogyamasika, Grihalakshmi, and Outlook India are preferred 10.1 per cent, 18.6 per cent and 7.6 per cent respectively. Others include Mangalam, Kanyaka, India Today, and Femina etc. which constitute 5 per cent. In order to get an insight about the various television channels that are being watched by respondents, the researcher thought their opinion on the most preferred channels. Among the number of T V channels Asianet is the most preferred channel by 36.2 per cent of the respondents. The second most preferred channel is Kairaly (18.9 per cent). 7.3 per cent prefer Surya T V. India Vision, Amritha, NDTVand Vijay T V are preferred by 10.6 per cent, 9.8 per cent, 6.8 per cent and 5.7 respectively. Other most preferred channels are Kiran, CNN, K T V, Sony etc. 86 per cent of respondents are interested to watch / listen advertisements in different media. The respondents are of the opinion that advertisements are important in terms of enjoying and gaining product information. Television is the most favourite medium of advertising by 69.1 per cent of the respondents. The second most favourite medium is Newspaper (18.9 per cent). 9.2 per cent prefer magazines as their favourite medium of advertisement. Only 2.8 per cent of the respondents prefer bill boards as their favourite medium of advertising. From the table we can see that majority of the respondents prefer television as their favourite medium of advertising. Section C Respondents attitude towards advertising Ranks given by the respondents for their favourite medium of advertising. Television is the most preferred medium followed by newspaper, magazines and billboards / hoardings. It is evident from the analysis, Kendall s value is high, and here the male and female respondents are highly agreed with the ranking given for preference over medium of advertising.

7 The classification of opinion of the respondents based on the liking of the advertising. It can be seen that, of the total 3.4 per cent of the respondents in the age group below 20 years strongly disagreed followed by about 3.6 per cent in the age group of years. As regards the percentage of the respective age groups years, years and 50 years and above is recorded by 1.2 per cent, 0.2 per cent and 0.1 per cent respectively. About 8.4 per cent of the respondents in the age group of Below 20 years disagreed to the statement and followed by the age groups ( 5.3 per cent), years ( 1.8 per cent), years ( 1.3 per cent) and 50 and above years (0.1 per cent). About 7.7 per cent of respondents in the age group of Below 20 years neither agreed nor disagreed to the statement and followed by the age groups are (8 per cent), years (1.6 per cent) and years (2.3 per cent). About 13.3 per cent of the respondents in the age group of below 20 years, 16.1 per cent of years age group, 4.7 per cent from years age group and 3.4 per cent of years agreed to the statement. However, 4.9 per cent of respondents of below 20 years age group, the respondents of 6.1 per cent, 2.3 per cent and 3 per cent of years, years and years age groups respectively are strongly agreed. Thus, from the present study it can be concluded that majority of respondents are agreed that overall they like advertising. The opinion of the respondents based on the gender on the overall liking of the advertising. It is observed from the study that of the total 5.7 per cent of male and 2.9 per cent of female are strongly disagreed to the statement. It can be seen that 11 per cent of male and 6 per cent of female disagreed to the statement. Meanwhile, 13.8 per cent of male and 5.9 per cent of female neither agree nor disagree to the statement. About 23.7 per cent of male and 37.7 per cent of female respondents are agreed and it is strongly agreed by 11 per cent and 6.1 per cent by males and females respectively. Obviously, majority of male and female respondents are agreed that they like advertising.

8 The opinion of the respondents based on the region on the overall liking of the advertising. It is observed from the present study that of the total 25respondents from Rural, 34 from Semi-urban and 18 respondents from Urban are strongly disagreed to the statement. It can be seen that 80 respondents from Rural, 54 from Semi-urban and 19 respondents from Urban are disagreed to the statement. Meanwhile, 57 respondents from Rural, 45 from Semi-urban and 75 respondents from Urban are neither agree nor disagree to the statement. About 97respondents from Rural, 98 from Semi-urban and 144 respondents from Urban are agreed and it is strongly agreed by 41respondents from Rural, 69 from Semi-urban and 44 respondents from Urban are respectively. Obviously, majority of rural, semi-urban and urban respondents are agreed that they like advertising. The opinion of the respondents based on the educational qualifications on the overall liking of the advertising. It is observed that of the total 45respondents who studied up to SSLC, 32 who qualified PDC/Plus Two are strongly disagreed to the statement. It can be seen that 5 respondents studied up to SSLC, 39 of PDC/Plus Two holders, 81 Graduates, 23 Professionals and 5 Post Graduate respondents are disagreed to the statement. Meanwhile, 49 respondents studied up to SSLC, 62 of PDC/Plus Two holders and 66 Post Graduate respondents are neither agree nor disagree to the statement. About 88 respondents studied up to SSLC, 61 of PDC/Plus Two holders, 90 Graduates, 40 Professionals and 60 Post Graduate respondents are agreed and it is strongly agreed 74 respondents studied up to SSLC, 52 of PDC/Plus Two holders, 14 Graduates, 8 Professionals and 6 Post Graduate respondents are respectively. It is observed from the table that majority of respondents irrespective of their educational qualifications they are agreed that they like advertising. The classification of opinion of the respondents based on income on the liking of advertising. From the present study it can be seen that, of the total 34 respondents in the income group Up to Rs. 1 Lakh strongly disagreed followed by about 43 respondents in the income group 1-3 Lakhs.

9 About 153 of the respondents in the income group of 1-3 Lakhs disagreed to the statement.about 32 respondents in the income group of Up to Rs.1 Lakh neither agreed or disagreed to the statement and followed by the income groups are 1-3 Lakhs(125) and 3-6 Lakhs (20). About 140 respondents in the income group of up to Rs.1 Lakh, 126 respondents of Rs. 1-3 Lakhs income group, 40 from Rs. 3-6 Lakhs income group and 33 of Rs Lakhs agreed to the statement. However, 109 respondents in the income group of up to Rs.1 Lakh, 10 respondents of Rs. 1-3 Lakhs income group, 4 from Rs. 3-6 Lakhs income group, 8 of Rs Lakhs and 23 of 10 Lakhs & above income group respectively are strongly agreed. Thus, from the present study it can be concluded that majority of respondents are agreed irrespective of their income on the statement that overall they like advertising. It can be said that majority of the respondents classified on the basis of age, gender, region, education and income have agreed with the statement that overall they like advertising. From the study it can be found that, of the total, 4.7 per cent of the respondents under the category of Below 20 years have strongly disagreed followed by 5.3 per cent of respondents in the age group of years. About 9.7 per cent of respondents in the age group of Below 20 years, 6.4 per cent in the age group of years have disagreed. Whereas, the respondents of these age groups by 8.8 per cent and 8.6 per cent have neither agree or disagree with the statement overall I consider advertising as a good thing. Meanwhile, majority of respondents equaling to 11 per cent belonging to the age groups of below 20 years and years, 3.2 per cent each of the age groups of years and years group have agreed with the statement. About 7.8 per cent of the respondents in the age group of years have strongly agreed to the statement. The percentage of remaining age groups varied from 2.9 per cent to 3.8 per cent respectively according to the study.

10 Thus, it is clearly observed from the study that majority of respondents in the age group of years have agreed and strongly agreed to the statement that consider advertising as a good thing. It is observed from the analysis of the primary data that of the total, 8.7 per cent of male and 4 per cent of female strongly disagree with the statement. It can be seen that 14.1 per cent of male and 7.2 per cent of female neither agree nor disagree. Meanwhile, 18.4 per cent of male and 10.3 per cent of female agree with the statement. About 11.2 per cent of male and 7.2 per cent of female respondents strongly agree and it is disagreed by 12.7 per cent and 6.1 per cent by both respectively. Obviously, majority of male and female respondents have agreed with the statement regarding advertising as a good thing. It is observed from the study that of the total 48 respondents from Rural, 48 from Semi-urban and 18 respondents from Urban are strongly disagreed to the statement. It can be seen that 67 respondents from Rural, 61 from Semi-urban and 41 respondents from Urban are disagreed to the statement. Meanwhile, 47 respondents from Rural, 49 from Semi-urban and 96 respondents from Urban are neither agree nor disagree to the statement. About 85 respondents from Rural, 73 from Semi-urban and 101 respondents from Urban are agreed and it is strongly agreed by 53 respondents from Rural, 69 from Semi-urban and 44 respondents from Urban are respectively. Obviously, majority of rural, semiurban and urban respondents are agreed that they consider advertising as a good thing. It is found that of the total 50 respondents who studied up to SSLC, 64 who qualified PDC/Plus Two are strongly disagreed to the statement. It can be seen that 7 of PDC/Plus Two holders, 81 Graduates, 23 Professionals and 58 Post Graduate respondents are disagreed to the statement. Meanwhile, 49 respondents studied up to SSLC, 86 of PDC/Plus Two holders and 13 Post Graduate respondents are neither agree nor disagree to the statement. About 76 respondents studied up to SSLC, 37 of PDC/Plus Two holders, 46 Graduates, 40 Professionals and 60 Post Graduate respondents are agreed and it is strongly

11 agreed 86 respondents studied up to SSLC, 52 of PDC/Plus Two holders, 14 Graduates, 8 Professionals and 6 Post Graduate respondents are respectively. It is observed from the table that majority of respondents irrespective of their educational qualifications they are agreed that advertising as a good thing. From the study it can be seen that, of the total 34 respondents in the income group Up to Rs. 1 Lakh and strongly 80 respondents in the income group of 1-3 Lakhs are disagreed to the statement. About 166 of the respondents in the income group of 1-3 Lakhs and 3 from the income group of 3-6 Lakhs disagreed to the statement. About 100 respondents in the income group of Up to Rs.1 Lakh neither agreed or disagreed to the statement and followed by the income groups are 1-3 Lakhs (75) and 3-6 Lakhs (17). About 60 respondents in the income group of up to Rs.1 Lakh, 126 respondents of Rs. 1-3 Lakhs income group, 40 from Rs. 3-6 Lakhs income group and 33 of Rs Lakhs agreed to the statement. However, 121 respondents in the income group of up to Rs.1 Lakh, 10 respondents of Rs. 1-3 Lakhs income group, 4 from Rs. 3-6 Lakhs income group, 8 of Rs Lakhs and 23 of 10 Lakhs & above income group respectively are strongly agreed. Thus, from the study it can be concluded that majority of respondents are agreed irrespective of their income on the statement that consider advertising as a good thing. It can be said that majority of the respondents classified on the basis of age, gender, region, education and income have agreed with the statement that overall they consider advertising ass a good thing. The study found that correlation between attitude-institution and attitudeinstrument is high and significant at 0.01 level of significance. It may lead to acceptance of hypothesis that attitude institution and attitude instrument are correlated. The distinction of institution and instrument of advertising is not necessary.

12 Section D Effect of advertisements on awareness of consumer durables and purchase of consumer durables By analyzing the view points of respondents, 100 per cent of them were found to be aware about consumer durables. It is found that 100 per cent of the respondents are aware about different brands of consumer durables. The Respondents' Source of awareness about different brands of consumer durables, as many as 69.7 per cent of the respondents came to know through advertisements, 5.1 per cent of the respondents through visit to shop, 6.7 per cent of the respondents came to know through window display, 5.4 per cent of the respondents through friends and relatives, 6.9 per cent through previous experience, whereas for the remaining 6.2 per cent Sales personnels/ Dealers were the source of such information. It was found that 100 percent of the respondents surveyed observe the commercial advertisements of television sets. It was found that 100 percent of the respondents surveyed observe the commercial advertisements of refrigerators. It was found that 100 percent of the respondents surveyed observe the commercial advertisements of Washing machine. It was found that 100 percent of the respondents surveyed observe the commercial advertisements of mixer grinders. It was found that 100 percent of the respondents surveyed observe the commercial advertisements of induction cookers. It is evident from the study that 92.7 per cent of the respondents possessed Television and the remaining 7.3 per cent not. Majority of the sample respondents possessed television. It is evident from the study that 84 per cent of the respondents possessed refrigerators and the remaining 16 per cent not. Majority of the sample respondents possessed Refrigerators.

13 Respondents Category in relation to the ownership of Washing machine,it is evident from the primary data that 66.6 per cent of the respondents possessed washing machines and the remaining 33.4 per cent not. Respondents Category in relation to the ownership of Mixer grinder, It was found that 99.1 per cent of the respondents possessed Mixer grinders and the remaining.1 per cent not. Majority of the sample respondents possessed Mixer grinders. Respondents Category in relation to the ownership of Induction Cooker. It is find from the study that 45.8 per cent of the respondents possessed Induction Cooker and the remaining 54.2 per cent not. Majority of the sample respondents possessed Induction Cooker. The factors consider while purchasing Television, Majority of the respondents, i.e., 59.2 per cent consider brand name while purchasing consumer durables per cent consider quality, 12 per cent consider price, 2.3 per cent model/design,.8 per cent consider after sale service and 1.6 per cent of the respondents consider safety factor while purchasing consumer durables. In the factor analysis it can be inferred that the factor 1 comprises the variables such as brand name, quality and advertisement. The factor 2 comprises the variables Guarantee/ warranty and advertisement. The factor 3 includes brand name, price and technology. Factor 4 includes availability and the Factor five comprises the variable quality. From the present Factor analysis we can conclude that brand name, quality, price, advertisements and availability are the major factors affecting the purchasing behaviour of consumers in Kerala with respect to Consumer Durables. The present study effect of advertising on consumer behaviour and brand preference with special reference to consumer durables in Kerala finds that advertising is one of the major influential factors in the purchasing of consumer durables. The analysis found that 55.6 per cent of the respondents are strongly agreed to the statement and 44.4 per cent of them are agreed to the statement. From this it is clear that all of the respondents said that advertisements make them aware about different brands of consumer durables.

14 The frequency and percentage distribution shows that 50.6 per cent of the respondents are strongly agreed to the statement and 49.4 per cent of them are agreed to the statement. From this it is clear that all of the respondents said that advertisements provide important information regarding the product and the brand. By analysing the view points of respondents, 45.6 per cent of them were found to be in strongly agreed with the statement per cent of them agreed with the statement, 6.2 per cent neither agree nor disagree, 7.9 per cent disagreed and only 1 per cent of them had strongly disagreed with the statement. This table also reveals that a majority of respondents had a positive attitude and minority of them had unfavorable attitude towards the statement that advertisements tells which brand of product is the best to buy. By analysing the view points of respondents, 59.4 per cent of them were found to be in strongly agreed with the statement per cent of them agreed with the statement, 1.1 per cent neither agree nor disagree, 1.1 per cent disagreed and only.6 per cent of them had strongly disagreed with the statement. This table also reveals that a majority of respondents had a positive attitude and minority of them had unfavorable attitude towards the statement that pay more attention to advertisements when plan to buy a durable product. Section E Respondents opinion towards consumer durables advertising in different media By analysing the view points of 900 respondents, 82.9 per cent of them were found to be interested in watching consumer durables in television and only 17.1 per cent of them were not at all interested in watching consumer durables advertising in television. It was found that 24 per cent of the respondents believe that advertising in TV is very influential and almost half of the respondents (48.1 per cent) consider it as an influential factor. That means majority of the respondents believe that advertising in TV can influence their purchase intention for consumer durables. On the contrary, 25 per cent of the respondents believe that it is somewhat influential means ads in TV may have a little influence on their

15 purchase intention. Whereas only a few number of respondents 2.9 per cent contend it to be not at all influential. The statistical analysis of the data (Mean: 2.06) and (Mode: 2.00) also validate the statement that employing television advertisement can influence the purchase decision of the consumers. By analysing the view points of 900 respondents, 31.7 per cent of them were found to be interested in listening consumer durables advertisements in radio and only 68.3 per cent of them were not at all interested in listening consumer durables advertising in radio. It was found that 5.3 per cent of the respondents believe that advertising in Radio is influential and majority (94.7 per cent) of the respondents believe that advertising in Radio cannot influence their purchase intention for consumer durables. By analysing the view points of 900 respondents, 73.5 per cent of them were found to be interested in reading consumer durables in the newspapers and only 26.5 per cent of them were not at all interested in reading consumer durables advertising. It was found that 18 per cent of the respondents believe that advertising in Newspaper is very influential and almost 40.1 of the respondents consider it as an influential factor. That means majority of the respondents believe that advertising in Newspaper can influence their purchase intention for consumer durables. On the contrary, 33 per cent of the respondents believe that it is somewhat influential means ads in Newspaper may have a little influence on their purchase intention. Whereas only a few number of respondents 8.9 per cent contend it to be not at all influential By analysing the view points of 900 respondents, 71.4 per cent of them were found to be interested in reading consumer durables in the newspapers and only 28.6 per cent of them were not at all interested in reading consumer durables advertising.

16 It was found that 64.9 per cent of the respondents believe that advertising in Magazines is influential and only 25.1 per cent of the respondents believe that advertising in Magazines cannot influence their purchase intention for consumer durables. The analysis part shows that 86.2 per cent of the respondents were noticing the advertisements of consumer durables on hoardings and 13.8 per cent of them were not interested to in noticing them. The result from the surveyed data shows that people consider advertising on Billboards / Hoardings as not an influential factor in prompting purchase intention. It was found that 18.3 per cent of the respondents believe that advertising on Billboards / Hoardings is influential and only 81.7 per cent of the respondents believe that advertising on Billboards / Hoardings cannot influence their purchase intention for consumer durables. Out of 900 respondents, 18.2 per cent of them were found to be interested in watching consumer durables in the Internet and majorities of 81.8 per cent of them were not at all interested in watching consumer durables advertising. The result from the surveyed data shows that people consider advertising in Internet as not an influential factor in prompting purchase intention. It was found that 10.6 per cent of the respondents believe that advertising in Internet is influential and only 89.4 per cent of the respondents believe that advertising in Internet cannot influence their purchase intention for consumer durables. By analysing the opinion of the respondents, 51per cent of them opined that television is the most effective medium for the advertising of consumer durables.28.7 per cent said that newspaper, 10.9 per cent magazines and 9.4 per cent of them said bill boards are the effective media for advertising of consumer durables. Section F - Effect of advertising on brand preference of consumer durables By analysing the opinion of the respondents, it has been found that 100 per cent of the respondents have brand preference while purchasing consumer durables.

17 Of the 900 respondents surveyed, it was found that 98.2 per cent of the sample respondents considered quality as an important factor which leads to preferring a particular brand. Of the 900 respondents surveyed, it was found that 89.3 per cent of the sample respondents considered price of the product as an important factor which leads to preferring a particular brand. Of the 900 respondents surveyed, it was found that 99.1 per cent of the sample respondents considered brand name as an important factor which leads to preferring a particular brand. Of the 900 respondents surveyed, it was found that 87.8 per cent of the sample respondents considered advertisement of the product as an important factor which leads to preferring a particular brand. Of the 900 respondents surveyed, it was found that 80.8 per cent of the sample respondents considered ready availability of the product as an important factor which leads to preferring a particular brand. Of the 900 respondents surveyed, it was found that 85.6 per cent of the sample respondents considered latest technology as an important factor which leads to preferring a particular brand. Of the 900 respondents surveyed, it was found that 96.1 per cent of the sample respondents considered after sale service of the product as an important factor which leads to preferring a particular brand % respondents consider brand name as the most important parameter for brand preference of consumer durables, 98.2 % respondents believe that quality is an important parameter for their preference of brands. 96.9% respondents consider after sales service as the most important reason for the preference of consumer durable brand, 89.3% respondents consider price as the most important reason for the preference of consumer durable brand, followed by advertising (87.8%) and latest technology (85.6%). The lowest mean rank of 2.06 was given to Brand name, which shows that it was considered to be the most important factor influencing the brand

18 preference of consumer durables, the second mean rank was given to quality with 3.10 as mean rank, third importance was given to after sale service with mean rank of 3.78, fourth importance was given to price of the product with the mean rank of 4.18, fifth importance was given to advertising with mean rank of 4.78 and last importance was given to availability of the brand with the highest mean rank of The number of respondents who prefer different brands of television sets, It is found that 11.9 per cent of the respondents prefer Sony,28.4 percent Samsung, majority of 43.8 per cent prefer LG, 11.6 per cent Videocon and only 4.3 per cent prefer Panasonic as their preferred television set. The number of respondents who prefer different brands of refrigerators, It is clear that 14.7 per cent of the respondents prefer Whirlpool, 23.3 per cent LG, majority of 46 per cent prefer Samsung, 6.7 per cent Godrej and 9.3 per cent prefer Videocon as their preferred Refrigerator brands. The number of respondents who prefer different brands of washing machines, It is clear that 32.8 per cent of the respondents prefer Whirlpool, 7.6 per cent Videocon, 28.4 per cent prefer LG, 24.6 per cent Samsung and only 6.7 per cent prefer IFB as their preferred washing machine brands. The number of respondents who prefer different brands of Mixer grinder, It is clear that 10.7 per cent of the respondents prefer Sujatha, 15.6 percent Butterfly, majority of 42.7 per cent prefer Preethy, 6.7 per cent Philips,9.3 per cent Mr. Butler s and 15.1 per cent prefer Mahahraja as their preferred Mixer grinder brand. The number of respondents who prefer different brands of Induction Cooker, It is clear that 31.7 per cent of the respondents Prestige, 21.3 percent Preethy, 16.7 per cent prefer Pigeon, 16per cent Crompton and 14.3 per cent prefer Nexus as their preferred brand of Induction Cooker. The frequency and percentage analysis of the data shows that 88.7 per cent of the respondents opined that advertisements change their brand preference and

19 only 11.6 per cent are of the opinion that advertisements do not change their brand preference of consumer durables. By analysing the view points of respondents, 80.1 per cent of them were found to be in strongly agreed with the statement and the remaining 19.9 per cent of them agreed with the statement that reputed brands of consumer durables have good quality. This study also reveals that all of the respondents agreed that reputed brands of consumer durables have good quality. So we can conclude that there is positive relation between brand name of the product and the quality with respect to consumer durables. By analysing the view points of respondents, 85.4 per cent of them were found to be in strongly agreed with the statement and the remaining 14.6 per cent of them agreed with the statement that the products of reputed brands of consumer durables are costly. This study also reveals that all of the respondents agreed that the products of reputed brands of consumer durables are costly. So we can conclude that there is positive relation between brand name of the product and the price with respect to consumer durables. By analysing the view points of respondents, 83.9 per cent of them were found to be in strongly agreed with the statement, 9.1 per cent of them were agreed with the statement, 3.3 per cent of them were found to be in neither agree nor disagree, 3.3 per cent of them disagreed with the statement and the remaining.3 per cent of them strongly disagreed with the statement that the products of reputed brands of consumer durables gives them prestige. This study also reveals that majority of the respondents agreed that possession of the products of reputed brands of consumer durables gives them prestige. By analysing the view points of respondents, 55.2 per cent of them were found to be in strongly agreed with the statement, 41.8 per cent of them were agreed with the statement, 2.2 per cent of them were found to be in neither agree nor disagree and the remaining.8 per cent of them strongly disagreed with the statement that use of the products of reputed brands of consumer durables are risk free. This table also reveals that majority of the respondents agreed that use of the products of reputed brands of consumer durables are risk free.

20 By analysing the view points of respondents, 61.1 per cent of them were found to be in strongly agreed with the statement, 36.8 per cent of them were agreed with the statement, 1.1 per cent of them were found to be in neither agree nor disagree,.4 per cent of them disagreed with the statement and the remaining.6 per cent of them strongly disagreed with the statement that the durable products of reputed brands have all the essential product features. This study also reveals that majority of the respondents agreed that the durable products of reputed brands have all the essential product features. By analysing the view points of respondents, 3.6 per cent of them were found to be in strongly agreed with the statement, 9.2 per cent of them were agreed with the statement, and the remaining 87.2 per cent of them disagreed with the statement that the durable products of reputed brands do not need advertising. This study also reveals that majority of the respondents said that the durable products of reputed brands need advertising. By analysing the view points of respondents, 63.3 per cent of them were found to be in strongly agreed with the statement and the remaining 36.7 per cent of them agreed with the statement that advertisements are one of the reasons for creating brand preference in their mind. This study also reveals that all of the respondents agreed that advertisements are one of the reasons for creating brand preference in their mind. Hypothesis Findings Ho: There is no significant difference in average attitude toward advertising for different groups within demographic categories. The study reveals that mean scores of different demographic categories of age, region, education, occupation and income are significantly different at 95% level of confidence (p<0.05). Mean scores of different categories within gender are significantly different at 90% level of confidence (p<0.10). The relationships of these six demographic variables are significant. Thus we can accept the alternative hypothesis that there is significant difference in average attitude toward advertising for different groups within demographic categories.

21 Ho: There is no significant difference between sources of knowledge of different brands of consumer durables across age groups of the respondents. In the output table of ANOVA test, the asymmetric significance is found to be.040, which is smaller than the cut off value of.05. This indicates that at a confidence level of 95%, the ANOVA test proves that the hypothesis is significant. So our null hypothesis is rejected. Therefore we conclude that, there is a significant difference among the mean ratings given by the five age groups of the respondents related to the source of knowledge about different brands of consumer durables Ho: There is no significant difference between male and female respondents regarding sources of knowledge of different brands of consumer durables. From the output of Mann-Whitney Rank Sum (U) Test, asymmetric significance of U test is found to be.001, which is less than the cut off value of.05. This indicates that at a confidence level of 95 %, the U test proves that the sources of knowledge about different brands of consumer durable of male and female respondents are significant. So the null hypothesis is rejected. Hence there is significant difference exists between the mean ranking given to male and female consumers related to their source of knowledge about different brands of consumer durables. Ho: There is no significant difference between sources of knowledge of different brands of consumer durables across different regions of the respondents. From the ANOVA test, the asymmetric significance is found to be.000, which is smaller than the cut off value of.05. This indicates that at a confidence level of 95%, the ANOVA test proves that the hypothesis is significant. So our null hypothesis is rejected. Therefore, there is significant difference among the mean ratings given by the regions (Rural, Semi-urban and Urban) of the respondents related to the source of knowledge about different brands of consumer durables. Ho: There is no significant difference between sources of knowledge of different brands of consumer durables across educational levels of the respondent. The output shows that the significance of the Kruskal Wallis test is.000, from t he last row titled asymmetric significance. This is the p value, and is less

22 than the level of.05, we had set. Therefore we have to reject the null hypothesis at a significance level of 5%. Thus we conclude that the difference between the source of knowledge about different brands of consumer durables with respect to their educational qualifications. Ho: There is no significant difference between employed and unemployed respondents regarding sources of knowledge of different brands of consumer durables. From the output of Mann-Whitney Rank Sum (U) Test, asymmetric significance of U test is found to be.077, which is greater than the cut off value of.05. This indicates that at a confidence level of 95 %, the U test proves that the sources of knowledge about different brands of consumer durable of employed and unemployed respondents are not significant. So the null hypothesis is accepted. Hence there is no significant difference exists between the mean ranking given to employed and unemployed consumers related to their source of knowledge about different brands of consumer durables. Ho: There is no significant difference between sources of knowledge of different brands of consumer durables across income groups of the respondents. The output shows that the significance of the Kruskal Wallis test is.000, from the last row titled asymmetric significance. This is the p value, and is less than the level of.05, we had set. Therefore we have to reject the null hypothesis at a significance level of 5%. Thus we conclude that the difference between the source of knowledge about different brands of consumer durables with respect to their income levels. Ho: The Region of people does not affect the possession of consumer durables. In the output of ANOVA test for television, the asymmetric significance is found to be.148, which is greater than the cut off value of.05. This indicates that at a confidence level of 95%, the ANOVA test proves that the hypothesis is not significant. So our null hypothesis is accepted. The Region of people does not affect the possession of Television sets.

23 In the output of ANOVA test for refrigerator, the asymmetric significance is found to be.000, which is lesser than the cut off value of.05. This indicates that at a confidence level of 95%, the ANOVA test proves that the hypothesis is significant. So our null hypothesis is rejected. The Region of people affects the possession of Refrigerators. In the output of ANOVA test for washing machine, the asymmetric significance is found to be.000, which is lesser than the cut off value of.05. This indicates that at a confidence level of 95%, the ANOVA test proves that the hypothesis is significant. So our null hypothesis is rejected. The Region of people affects the possession of Washing machines. In the output of ANOVA test for mixer grinder, the asymmetric significance is found to be.368, which is greater than the cut off value of.05. This indicates that at a confidence level of 95%, the ANOVA test proves that the hypothesis is not significant. So our null hypothesis is accepted. The Region of people does not affect the possession of Mixer grinders. In the output of ANOVA test for induction cooker, the asymmetric significance is found to be.040, which is lesser than the cut off value of.05. This indicates that at a confidence level of 95%, the ANOVA test proves that the hypothesis is significant. So our null hypothesis is rejected. The Region of people affects the possession of Induction Cookers. Ho: The level of Education of people does not affect the possession of consumer durables. In the output of ANOVA test for television, the asymmetric significance is found to be.128, which is greater than the cut off value of.05. This indicates that at a confidence level of 95%, the ANOVA test proves that the hypothesis is not significant. So our null hypothesis is accepted. The level of Education of people does not affect the possession of Television sets. In the output of ANOVA test for refrigerator, the asymmetric significance is found to be.000, which is lesser than the cut off value of.05. This indicates that at a confidence level of 95%, the ANOVA test proves that the hypothesis is significant. So

24 our null hypothesis is rejected. The level of Education of people affects the possession of Refrigerators. In the output of ANOVA test for washing machine, the asymmetric significance is found to be.000, which is lesser than the cut off value of.05. This indicates that at a confidence level of 95%, the ANOVA test proves that the hypothesis is significant. So our null hypothesis is rejected. The level of Education of people affects the possession of Washing machines. In the output of ANOVA test for mixer grinder, the asymmetric significance is found to be.425, which is greater than the cut off value of.05. This indicates that at a confidence level of 95%, the ANOVA test proves that the hypothesis is not significant. So our null hypothesis is accepted. The level of Education of people does not affect the possession of Mixer grinders. In the output of ANOVA test for induction cooker, the asymmetric significance is found to be.000, which is lesser than the cut off value of.05. This indicates that at a confidence level of 95%, the ANOVA test proves that the hypothesis is significant. So our null hypothesis is rejected. The levels of Education of people affect the possession of Induction Cookers. Ho: Possession of consumer durables remains the same irrespective of Employment status. In the output of ANOVA test for television, the asymmetric significance is found to be.087, which is greater than the cut off value of.05. This indicates that at a confidence level of 95%, the ANOVA test proves that the hypothesis is not significant. So our null hypothesis is accepted. The Employment status of people does not affect the possession of Television sets. In the output of ANOVA test for refrigerator, the asymmetric significance is found to be.005, which is lesser than the cut off value of.05. This indicates that at a confidence level of 95%, the ANOVA test proves that the hypothesis is significant. So our null hypothesis is rejected. The Employment status of people affects the possession of Refrigerators.

25 In the output of ANOVA test for washing machine, the asymmetric significance is found to be.017, which is lesser than the cut off value of.05. This indicates that at a confidence level of 95%, the ANOVA test proves that the hypothesis is significant. So our null hypothesis is rejected. The Employment status of people affects the possession of Washing machines. In the output of ANOVA test for mixer grinder, the asymmetric significance is found to be.267, which is greater than the cut off value of.05. This indicates that at a confidence level of 95%, the ANOVA test proves that the hypothesis is not significant. So our null hypothesis is accepted. The Employment status of people does not affect the possession of Mixer grinders. In the output of ANOVA test for induction cooker, the asymmetric significance is found to be.000, which is lesser than the cut off value of.05. This indicates that at a confidence level of 95%, the ANOVA test proves that the hypothesis is significant. So our null hypothesis is rejected. The Employment status of people affects the possession of Induction Cookers. Ho: The Income of people does not affect the possession of consumer durables. In the output of ANOVA test for television the asymmetric significance is found to be.266, which is greater than the cut off value of.05. This indicates that at a confidence level of 95%, the ANOVA test proves that the hypothesis is not significant. So our null hypothesis is accepted. The Income level of people does not affect the possession of Television sets. In the output of ANOVA test for refrigerator, the asymmetric significance is found to be.000, which is lesser than the cut off value of.05. This indicates that at a confidence level of 95%, the ANOVA test proves that the hypothesis is significant. So our null hypothesis is rejected. The Income level of people affects the possession of Refrigerators. In the output of ANOVA test for washing machine, the asymmetric significance is found to be.000, which is lesser than the cut off value of.05. This indicates that at a confidence level of 95%, the ANOVA test proves that the