In this study Chi-square is used test to find the association between two variables such as Demographic variables and the

Transcription

1 Post purchase level of satisfaction varies with consumer s involvement and overtime. Specifically, high-involvement consumers tend to express a higher level of satisfaction immediately after purchase, and that is due to their more extensive evaluation. However, their satisfaction declines overtime. On the other hand, lower involvement consumers exhibit a lower level of satisfaction initially, but their level of satisfaction tends to increase with greater usage over time. Consumers post-purchase evaluation process is influenced by the purchase process itself, post purchase dissonance, product use and disposal of product/package. These are potential influencing factors and all purchases are not necessarily influenced by all these four factors. Consumers may evaluate each aspect of the purchase decision process right from the stage of information search to ultimately the product performance. Post purchase level of satisfaction is basically a function of the initial performance level, perceived performance relative to those expectations and social classes distinguish the product and brand preferences. This is because the brand speaks about their value in the society. Also when any individual has most of the durable products at home they gain strength in the society. Say for example: If anyone in the society has leading brand of Refrigerator, washing machine, DVD, Microwave oven, Air conditioner at home, they are ranked as high class people in the society. Brand image influences most of the customer to buy the products for their home. In this study Chi-square is used test to find the association between two variables such as Demographic variables and the 136

2 satisfaction of customer. Further, it is used to find the proportion of decision makers in the family towards the purchase of consumer durable products at home. It is used in order (a) to find the significance difference between more than two dependent variation such as factor considered while purchasing the consumer durable products and (b) To find the significance difference between more than two dependent variations such as the reasons for overall satisfaction of the customer s towards the consumer durable products Friedman test is used. Finally Factor Analysis is used to find out the reduction of dimension in overall satisfaction of customer s towards the consumer durable products. 5.1 CONSUMER DURABLE PRODUCTS USED AT HOME Table: 5.1 Consumer Durable products used by Women at home Durable products at home Yes No Total Count % Count % Count Refrigerator Washing Machine DVD player Microwave oven

3 Federation of Indian Chambers of Commerce and Industry (FICCI ) reported on the title Consumer durables market poised for high growth. In their report it is found that, most of the consumer durable segments are set to see a double-digit growth. The projected growth for DVDs is 25 per cent, 5-10 per cent for refrigerators, per cent for air-conditioners, 5-10 per cent for washing machines and 25 per cent for microwave ovens. The researcher of this study has also found that there is a high growth in the consumer durables. Table 5.1 reveals that, among the total of 600 women respondents, 557 of the respondents i.e % are using Refrigerator, the remaining 43respondent i.e. 7.17% of them are not using the refrigerator. Regarding the Washing machine, out of the 600 respondent s, 490 respondents i.e % are using the Washing Machine, whereas 110 respondents i.e % of them are not using the Washing Machine. Table 5.2 Brands used by Women at Home Refrigerator Freq-u ency Washing Machine % Frequency DVD Player % Freq-u ency Microwave Oven % Freq-u ency L.G Samsung Sony Panasonic Godrej % 138

4 IFB Whirlpool Kenstar Videocon Others specify Total With regard to the DVD Player, out of the 600 respondents 318 respondents i.e. 53% of them are using DVD player, whereas 282 respondents i.e. 47% of them are not using the product. And out of 600 respondents 213 respondents i.e % of them are using Microwave oven and the remaining 397 respondents i.e % are not using the product (Table 5.2). B.S Hundal (2008) undertook a study entitled Significant consideration in the purchase of consumer Durables (Refrigerator, washing machine, TV and Air cooler) in Punjab. The researcher concluded that the consumers have a preference /loyalty towards particular brand of consumer durables and are not ready to buy any other brand when it is most preferred. Table 6.2 reveals that, out of the 557 respondents, 161respondents i.e. 28.9% are using LG refrigerator. The most preferable brand for washing machine among the women consumers in the market is LG washing machine. The top brand for DVD player that are preferred by the women for their home is Sony. Though there are many competitors for Microwave oven, still from the survey it is found that, Kenstar Microwave oven are used by majority of the women consumer s in the market. Thus it is proved that the 139

5 consumers have a preference /loyalty towards particular brand of consumer durables and are not ready to buy any other brand when it is most preferred. Hence there is no contradiction result from the earlier research. Table 5.3 exhibits that, among the women consumers it is found that, for the Refrigerator, out of 557 respondent s 267 respondents i.e % of the women consumers are using the product for nearly five years. Further 132 respondents i.e % of the women are using the product for 6-10 years. Even new consumers have entered into the market, so, the survey makes it very clear that 86 respondents i.e % of the women consumers are new to the market and have started to use the product less than a year. Though the consumers fall under less than a year they are considered to be the new entrants or new consumers or new purchasers. Table: 5.3 Number of years the consumer using the product Years Refrigerator Freq-ue ncy Washing Machine % Freq-ue ncy DVD Player % Freq-ue ncy Microwave Oven % Freq-ue ncy % <

6 > Total Washing machine plays a major role equivalent to the Refrigerators among the women consumers. This product has a warm welcome by both the working women as well as the homemakers % of the respondents i.e. 228 women respondents are using Washing Machine for nearly five years. 134 respondents i.e % of them are using Washing Machine for more than five years i.e. for 6-10 years in the market.16.94% i.e. 83 respondents are new users who entered into the market and are using Washing Machine for less than a year. DVD player is considered to be a family entertainer. Most of the working women focus their attention in purchasing this product. As per the research, 138 respondents i.e % of the respondents are using DVD player for nearly five years % of the respondents are new users i.e.114 respondents have purchased this product and are using it less than a year % of respondents are using DVD player from 6-10 years of time. Regarding Microwave Oven, 38.03% of the women consumers are using the product for more than a year. They come under the category of 1-5 years of time period. Microwave Oven has captured the market so well that the new users for this product are increasing day by 141

7 day. Based on the research, it is found that 32.39% of the consumers are new users and are using this product for less than a year of time. The consumers who are using Microwave Oven for more than 5 years but between 6-10 years is 22.07%. When it is compared to the new users with more than ten years of using the product, the study says that, Microwave Oven has captured the market so well that the numbers of new users are increased from 7.51% to 32.39%. DS Chundawat and Seema Gupta (2003) undertook a study entitled Family Roles and social influences in Buying Decision-making. Their finding indicates that there is no variation by product in the source of information which is considered reliable by the consumers. The decision maker in the family is husband, followed by father and then wife does payment and it remains a male dominated activity. Decision making is one of the vital roles in purchasing the product. But it is very important as who takes the final decision at home to purchase the product. One who takes the final decision is more responsible for the purchase of the product. The researcher of this study has found that, mostly parents are the final decision maker at home as for Refrigerator i.e., 51.71%, Washing machine it is 36.33% and DVD Player it is 37.42%. Whereas for the Microwave oven the segment Myself (the women respondent- both single and married) takes the self decision to purchase the product that is 33.33% (Table 5.4). 5.2 ROLE OF WOMEN ON PURCHASE OF CONSUMER DURABLES 142

8 Table: 5.4 Decision Maker at home to purchase the consumer Durable product Decision Maker Refrigerator Freq-ue ncy Washing Machine % Freq-ue ncy DVD Player % Freq-ue ncy % Frequency Microwave Oven % Parents In-laws Husband My self Children Both(spouse) Total Table 5.5 Role of women at home to purchase the Consumer Durable Product Role Refrigerator Freq-u ency Washing Machine % Freq-ue ncy % Frequency DVD Player Microwave Oven % Frequency % Advicer

9 Payer Buyer User Final Decision maker Total Table 5.5 reveals that, every woman in the family have a separate role to be played like Adviser, Payer, buyer, user and the final decision maker. Sometimes they even take up Dual roles at home. The Analysis says that, for the Refrigerator, 219 respondents i.e % use only Refrigerator and they are being the adviser to buy the product i.e. 194 respondents which comes to 34.83%. Hence their role is both the payer and buyer i.e. 57 respondents come under this segment which comes nearly to 10.23%. In Washing machine, 198 respondents which comes to 40.41% are the only users of the product. Further, their role is giving advice to purchase the product as well as to specify the brand they prefer i.e. 113 respondents which comes nearly to 23.06%. So, their role in the family is the payer for the product, i.e. 88 respondents which is 17.96%. For DVD Player, women in the family would be mostly using it, rather than deciding and it is found to be 115 respondents i.e %. Next is that, 79 of the respondents are being the adviser for the product 144

10 which is 24.84% followed by their role as just the payer for the product is 45 respondents which comes14.15%. For the Microwave oven, 117 respondent women are the users of the product which is 54.93%. Next their role is a payer for the product which is 34 respondents which comes nearly to 15.96%. Finally for the Microwave Oven, the highest role is the adviser i.e. 30 respondents which is 14.08%. As per the study mostly women are being the users of the product and finding out their level of satisfaction is very important for the family as well as for the manufacturer. Sreelatha Paraman (2001): focused the attention in finding the customer satisfaction on purchasing the consumer durable products. She found that 75% of the consumers are highly satisfied by purchasing the quality goods.20% of the customers are satisfied by purchasing the branded product.5% of the customers are never bother about the price or quality of the product who falls under the low income group. 5.3 POST PURCHASE SATISFACTION LEVEL Table: 5.6 Satisfaction of consumer Durable products Factors Refrigerator Washing Machine DVD Player Microwave Oven 145

11 Freq-ue % Freq-uen % Freq-uen % Freq-ue % ncy cy cy ncy Yes Some What No Total The researcher of this study did in depth study as how many of them were satisfied and dissatisfied with their purchase and from Table 5.6, it is clear that among the 557 respondents, 490 respondents i.e % are satisfied with their purchase of Refrigerator. The factors considered by the consumers to purchase the product met their expected desire and hence they were satisfied with their purchase. To be more specific, the customers expected factor and brand had been satisfactory to them. There are customers whose views were No i.e. 39 respondents which are nearly 7%, were not satisfied with their purchase by which the manufacturers may lose the market as the customers were not satisfied with their purchase. There are another set of customers whose views were somewhat i.e. 28 respondents which is 5.03%. These set of customers do not bother much about their purchase but are still a threat to the manufacturers because they fall both on satisfied and unsatisfied group. Regarding the washing machine, 390 respondents out of 490 come under the satisfied level i.e. the respondents whose views were Yes are satisfied with the product fulfilling the factors 146

12 they considered during their purchase and is found to be 68.57%. However 92 respondents i.e % are not satisfied with the product they have purchased. The remaining 12.65% i.e. 62 respondents views are Somewhat, as few factors expected by the respondents were not satisfactory. For the DVD Player, 218 respondents out of the 318 i.e % of them are satisfied with the factors they expected before the purchase of the product. There are customers whose views were No, weren t satisfied with the product they purchased i.e. 51 respondents which comes nearly to 16.04% of them feel that the product hasn t fulfilled their desire. The customers who thought that the factors they considered have been fulfilled Somewhat to the expected level of satisfaction were 29 respondents which are nearly 9.12%. For Microwave oven 119 respondents out of 213 i.e % said Yes and 38.03% were not satisfied with the factors they expected. Nearly 13 respondents i.e. 6.10% said they are Somewhat satisfied with the factors they considered during purchase. As hypothesized, it is observed that the brand preferences in purchasing the refrigerator in the family are not equally distributed. Regarding the Refrigerator the majority of the purchaser preferred LG brand i.e., %, they preferred this brand because of its quality i.e., (12.05). The next brand that is preferred by the women consumers in the market is Godrej i.e., %. Customers preferred this brand because of its brand image i.e., (10.32). It was also found that the next brand preferred by the women in the market is the whirlpool i.e., 20.83%. 147

13 5.4 BRANDS PREFERRED BY RESPONDENTS Table 5.7 Brand preference and purchase of the Refrigerator Null Hypothesis Test used : The brand preference in the family to purchase the Refrigerator is equally distributed. : Chi- Square test Brand No. of observed sample Chi-Square Value P Value LG 161 Samsung 78 Panasonic 55 Godrej 117 Whirlpool ** Videocon 19 Other 11 Total 557 Note: 1. ** Ho is rejected at 1% level of significance. 2. The numbers given below within the bracket are mean rank value. 148

14 Customers preferred this particular brand because of the wide advertisement i.e., (10.31). Customers taste and preference differs for different products. Though different brands are available in the market; the customers have their own option to choose a particular brand. Thus it is proved that all the brands that are available in the market were not given equal preference by the consumers (Table 5.7). From the table 5.8 it is observed that the brand preferences in purchasing the washing machine in the family are not equally distributed. The analysis states, out of 490 respondents, the first preferable brand for washing machine, among the women consumers in the market is LG washing machine that is 23.90% of them are using this brand because of its Quality i.e., (11.04). The next brand that is used by women consumers at home is Whirlpool washing machine. The survey says that 98 respondents i.e. 20%of the respondents are using the same brand of washing machine because of its brand image i.e., (9.98). The next brand largely preferred and used by the women consumers at home is IFB washing machine 18.93% of respondents are using the same brand at their home because of its easy operation i.e., (9.63).The customer has different reasons for choosing different brand of washing machine and hence it is concluded that the brand preferences in the family to purchase the washing machine are not equally distributed among the different brands. 149

15 Table 5.8 Brand preference and purchase of the Washing machine Null Hypothesis Test used : The brand preference in the family to purchase the Washing Machine is equally distributed. : Chi- Square test Brand No. of Chi-Square P observed sample Value Value LG 116 Samsung 58 Panasonic 51 Godrej 29 IFB ** Whirlpool 98 Videocon 35 Other 10 Total

16 Note: 1. ** Ho is rejected at 1% level of significance. 2. The numbers given below within the bracket are mean rank value. Table 5.9 Brand preference and purchase of DVD player Null Hypothesis Test used : The brand preference in the family to purchase the DVD player is equally distributed. : Chi- Square test Brand No. of observed sample Chi-Square Value P value LG 38 Samsung 86 Sony 94 Videocon ** Other 68 Total

17 Note: 1. ** Ho is rejected at 1% level of significance. 2. The numbers given below within the bracket are mean rank value. As hypothesized, it is observed that the brand preferences in purchasing the DVD player in the family are not equally distributed. Out of the 318 respondents the top brand for DVD player that are mostly preferred by the women for their home is Sony brand apartment from other brands like Samsung, LG and Videocon % of the respondents that is 94 respondents are using Sony because of its brand image ie., (10.74) in the market.27.04% of the respondent that is 86 respondents are using the brand Samsung because of its quality i.e., (10.03).21.38% of the respondent preferred other brand because of the warranty and guarantee i.e., (9.23) for the product. Only 10.06% of respondents that is 32 respondents are using Videocon brand. Thou DVD is considered to be an entertainment product, still consumers prefers to buy a branded one. Thus it is concluded that the entire brand available in the market were not given equal preference by the consumers (Table 5.9). As hypothesized, it is observed that the brand preferences in purchasing the Microwave oven in the family are not equally distributed. Among all other the consumer durable products, Microwave oven plays a major role among the women consumers in the market. Though there are many competitors for this particular product, but still, 152

18 from the survey it is observed that Kenstar Microwave oven are used by the majority of the women consumers in the market, that is out of the 213 respondent, 64 respondents i.e., 30.50% are using this particular brand because of its quality i.e., (9.47) % of the respondents are using LG oven because of brand image i.e., (9.43). The respondents who are using IFB brand are 22.07% they preferred this because it they are highly influenced by the kids/friends/neighbours/family members i.e., (9.32). 5.16% of the respondents are using the other brands apartment from the top three brands such as LG, Kenstar and Whirlpool brand. Thus it is concluded that all the brands available in the market are not given equal preference by the consumers (Table 5.10). Table 5.10 Brand preference and purchase of Microwave oven Null Hypothesis Test used : The brand preference in the family to purchase Microwave Oven is equally distributed. : Chi- Square test Brand No. of observed sample Chi-Square Value P Value LG ** 153

19 Samsung 30 IFB 47 Kenstar 64 Other 11 Total 213 Note: 1. ** H o is rejected at 1% level of significance. 2. The numbers given below within the bracket are mean rank value. 5.5 FACTORS DETERMINING PURCHASE OF CONSUMER DURABLES Table 5.11 Factors Determining Purchase of Refrigerator Null hypothesis : There is no significant difference between mean ranks among the factors determining the purchase of the Refrigerator. Test used : Friedman test Factors Mean rank Chi-square value P value Brand image ** Product features and appearance 4.39 Quality /Durability

20 Price 5.26 Availability 5.82 Guarantee 6.38 After sale service 6.95 Offer/discounts 7.15 Advertisement 7.39 Credit facility 8.29 Resale value 8.65 Highly influenced by the kids/friends/neighbours/fa mily members 8.47 Note: ** Ho is rejected at 1% level of significance. As hypothesized, it is found that there is significant difference between mean ranks towards the factors determining the purchase of the Refrigerator. Among the several factors, based on the mean rank it is identified that, the most important factor to purchase the refrigerator is product features and appearance. Next is Quality /Durability and the third important factor is Brand image. Thus it could be concluded that while purchasing the refrigerator, the most important factor is the consumers concern is the product features and appearances. Because, consumers purchases the refrigerator based on their family size with the power saver features which in turn benefits the entire family. Apart from the product feature and appearance some respondents look for the quality because of the onetime investment, they would like to purchase 155

21 a quality product. Therefore the analysis implies that there is a significant difference between mean ranks towards the factors determining the purchase of the refrigerator (Table 5.11). From the analysis, it is found that there is significance difference between mean ranks among the factors determining the purchase of washing machine. The hypothesis are tested by the Friedman s technique and found that there is 1% significant difference between mean ranks among the factors determining the purchase of washing machine. From the result it is identified that, the most important factors that determines the purchase of washing machine are Product features and appearance, Brand image and Quality /Durability. Table 5.12 Factors Determining Purchase of Washing Machine Null hypothesis : There is no significant difference between mean ranks among the factors determining the purchase of washing machine. Test used : Friedman test Factors Mean rank Chi-square value P value 156

22 Brand image 4.73 Product features and appearance 4.54 Quality /Durability 5.08 Price 5.43 Availability 6.07 Credit facility 6.22 After sale service ** Offer/discounts 7.31 Advertisement 7.22 Guarantee 8.28 Resale value 8.02 Highly influenced by the kids/friends/neighbours/famil y members 8.05 Note: ** H o is rejected at 1% level of significance. Thus it could be concluded that while purchasing the washing machine, the most important factor the consumers concern is the product features and appearance because, the size of the family and the requirement differs from one family to another and so the majority of the consumers considered the product feature and appearance as their first factor. For some consumers, brand image is the soul for their entire 157

23 purchase therefore they consider this as their main factor. Another group of consumers always goes for the quality product because they think quality is the real investment for the actual purchase. Hence it is found, that there is a significant difference between mean ranks towards the factors considered while purchasing the washing machine (Table 5.12). Friedman s technique is used to test the null hypothesis and the results are shown in the table.as hypothesized, it is found that there is significant difference between mean ranks among the factors determining the purchase of DVD player. It is identified, that based on the mean rank the most important factor that determines the purchase of DVD player is Brand image. The second factor that determines the consumer to purchase the product is Product features and appearance and the third highest factor that determines the purchase of the product is Price. From the analysis, it could be concluded that among the consumers, the quality of the products and services are ensured through the customer s minds from the brand image. Secondly, the DVD player used at home is purely for entertainment and so the compatibility, the latest technology are foreseen. And the middle class consumer compares the price of the product before making the actual purchase. Therefore the analysis implies that there is a significant difference between mean ranks towards the factors considered while purchasing the DVD Player (Table 5.13) Table

24 Factors Determining Purchase of DVD Player Null hypothesis : There is no significant difference between mean ranks among the factors considered while purchasing the DVD player. Test used : Friedman test Factors Mean rank Brand image 4.97 Product features and appearance 5.12 Quality /Durability 5.25 Price 5.16 Availability 5.83 Guarantee 6.19 After sale service 6.96 Offer/discounts 7.12 Advertisement 7.22 Resale value 8.02 Credit facility 8.06 Highly influenced by the kids/friends/neighbours/family members 8.09 Chi-square value P value ** Note: ** H o is rejected at 1% level of significance. 159

25 Table 5.14 Factors Determining Purchase of Microwave Over Null hypothesis Test used : There is no significant difference between mean ranks among the factors determining the purchase of Microwave oven. : Friedman test Factors Mean rank Chi-square value P value Brand image 5.22 Product features and appearance 5.43 Quality /Durability 5.57 Price 5.83 Availability 6.21 Guarantee 6.43 After sale service ** Offer/discounts 6.92 Advertisement 7.12 Credit facility 7.37 Resale value 7.59 Highly influenced by the kids/friends/neighbours/famil y members

26 Note: ** H o is rejected at 1% level of significance. From the analysis, it is found that there is a significance difference between mean ranks among the factors determining the purchase of the Microwave oven. It is identified, that based on the mean rank the most important factors that determines the purchase of microwave oven are Brand image, Product features and appearance and Quality /Durability of the product. Now-a-days microwave oven is not a luxury product whereas it is considered to be a necessary item in the kitchen for both the working women and home makers. Therefore it could be concluded that consumers considers the brand image for a long run of the product which is then followed by product feature and appearance where the technology matters in it. And for some consumers the psychology feeling is high price, high quality and so they focus their attention on the price. Hence the analysis implies that there is a significant difference between mean ranks towards the factors considered while purchasing the Microwave oven (Table 5.14). Table 5.15 portrays the mean rank of all the respondents regarding the brand preference reason. It is identified that the null hypothesis are rejected at 1% level of significance. It is also further identified that, the most important reason for preferring LG refrigerator is Quality.Next is Godrej the customers preferred this brand because of its brand image.which is then followed by whirlpool. 161

27 Consumers preferred this particular brand because of the wide Advertisement. Hence it is concluded that, though several brands are available in the market, still, consumers has a reason to purchase a particular brand. Therefore the analysis implies that there is a significant difference between mean ranks among the reason for brand preference in purchasing the refrigerator. 5.6 REASONS FOR BRAND PREFERENCE Table 5.15 Reasons for Brand Preference of Refrigerator Null hypothesis Test used : There is no significant difference between mean ranks among the reason for brand preference in purchasing the Refrigerator. : Friedman test. Brand preference reason 162 Mean rank Chi-square value P value Brand image ** Influenced by the retailers 7.02 Highly influenced by the kids/friends/neighbours/family 7.58 members Quality Effective after sale service 9.23 Attractive price 9.51 Easy operation 7.34 More models 8.97 Aesthetic look 9.35

28 Offer/discounts given by the company 7.41 Durability 7.90 Advertisement Availability 7.04 Influenced by the salesmen 8.37 Warranty and guarantee 6.73 Other reasons 6.03 Note: ** Ho is rejected at 1% level of significance. Table 5.16 Reasons for Brand Preference of Washing Machine Null hypothesis Test used : There is no significant difference between mean ranks towards the reason for brand preference in purchasing the washing machine. : Friedman test. Brand preference reason 163 Mean rank Chi-squar e value P value Brand image ** Influenced by the retailers 7.59 Highly influenced by the kids/friends/neighbours/famil y members 8.48 Quality Effective after sale service 7.97 Attractive price 8.61 Easy operation 9.63 More models 8.38

29 Aesthetic look 8.25 Offer/discounts given by the company 7.86 Durability 8.51 Advertisement 7.99 Availability 7.79 Influenced by the salesmen 7.87 Warranty and guarantee 8.64 Other reason 7.43 Note: ** Ho is rejected at 1% level of significance. As hypothesized, it is observed that there is a significant difference between mean ranks among the reasons for brand preference in purchasing the Washing machine. It is identified that the most important reason to purchase LG washing machine is because of its Quality. The next important reason to prefer whirlpool washing machine is because of its Brand image. The next brand largely preferred and used by the women consumers at home is IFB washing machine; respondents are using this brand at home because of its easy operation. Hence it is concluded that the consumers are purchasing the particular brand with the valid reason that is, they prefer the particular brand when it is of a good quality, with superb brand image and easy to operate. Therefore the analysis implies that there is a significant difference between mean ranks towards the reason for preferring a particular brand in purchase of Washing machine (Table 5.16). 164

30 It is observed from the analyses that there is a significant difference between mean ranks among the reasons for brand preference in purchasing the DVD player. From the table it is found that the most important reason for preferring the particular brand of DVD player are: the top brand for DVD player that are mostly preferred by the women for their home is Sony brand because of its brand image. In the market 27.04% of the respondents are using Samsung because of its quality. Further, 21.38% of the respondents preferred other brands because of the warranty and guarantee. Though DVD players are entertainment product, consumers prefer to buy the particular brand that has a quality, brand image and warranty& guarantee. Therefore the analysis implies that there is significant difference between mean ranks among the reason for preferring a particular brand in the purchase of a DVD player (Table 5.17). Table 5.17 Reasons for Brand Preference of DVD Player Null hypothesis : There is no significant difference between mean ranks among the reasons for brand preference in purchasing the DVD player. Test used : Friedman test. Brand preference reason Mean rank Chi-squa re value P value Brand image ** Influenced by the retailers

31 Highly influenced by the kids/friends/neighbours/family members 8.25 Quality Effective after sale service 8.35 Attractive price 8.83 Easy operation 8.57 More models 8.32 Aesthetic look 8.27 Offer/discounts given by the company 7.72 Durability 8.52 Advertisement 8.15 Availability 8.10 Influenced by the salesmen 7.87 Warranty and guarantee 9.23 Other specify 7.42 Note: ** Ho is rejected at 1% level of significance. As hypothesized, it is observed that there is a significant difference between mean ranks among the reason for brand preference in purchasing the Microwave oven. It is identified that the most important reason for preferring the particular brand of Microwave oven are: The majority of the women consumer prefers Kenstar Microwave oven i.e., 30.50% because of its quality, nearly 28.64% of the respondents are using LG oven because of the Brand image. The respondents who are using whirlpool brand are 22.07%, they prefer this 166

32 brand because they are highly influenced by the kids/friends/neighbours/family members. Consumers are choosing the particular brand because of the various reasons. Dr.G.Sudarasan Reddy & Ms. Rajarashmi.P.S (2004) undertook a study entitled Buyer Behaviour of Home Appliances with special reference to Microwave Products in Bangalore City. Their study reveals that among all the other brands, LG stands first. Thus, the buyer behaves positively when the Quality and branded product is purchased by them. But the researcher of this study has found that, among the several brands, the consumers have a reason to prefer a particular brand. Therefore it is concluded that, it is not only the brand that gives satisfaction to the consumers but also the reason to select the particular brand like quality, brand image, attractive price, durability etc., does matter. Therefore it is proved that, there is a significant difference between mean ranks towards the reason for preferring a particular brand in purchase of Microwave oven (Table 5.18). Table 5.18 Reasons for Brand Preference of Microwave Oven Null hypothesis : There is no significant difference between mean ranks among the reasons for brand preference in purchasing the Microwave oven 167

33 Test used : Friedman test. Brand preference reason Mean rank Brand image 9.43 Influenced by the retailers 7.97 Highly influenced by the kids/friends/neighbours/famil y members 9.32 Quality 9.47 Effective after sale service 8.50 Attractive price 8.68 Easy operation 8.42 More models 8.61 Aesthetic look 8.42 Offer/discounts given by the company 8.23 Durability 8.35 Advertisement 7.97 Availability 8.16 Influenced by the salesmen 7.89 Warranty and guarantee 8.68 Other specify 7.89 Chi-square value P value ** Note: ** H o is rejected at 1% level of significance. 5.7 REASONS FOR POST PURCHASE SATISFACTION LEVEL Table

34 Reasons for Post Purchase Satisfaction Level of Refrigerator Null hypothesis : There is no significant difference between the mean ranks among the post purchase level of satisfaction of consumer durables- Refrigerator. Test used : Friedman test post purchase level of satisfaction of Refrigerator Overall performance of the product Mean rank Product innovative features 9.39 Price 8.63 Quality 9.55 Product model 8.87 Brand selection 9.72 Durability 9.58 Delivery service by the company 8.83 Credit facility offered by the company 8.36 After sales service 8.24 Guarantee and warranty 9.47 Self satisfaction level 9.87 Family member-husband 7.53 Family member-children 5.97 Family member-parents 6.63 Family member-in laws 4.73 Chi-square value P value ** Note: ** H o is rejected at 1% level of significance. 169

35 This analysis is on women customers post purchase level of satisfaction of consumer durables. To find the level of satisfaction of the respondents, Friedman technique is used, and Table 5.19 portrays the results. With the results, it is found that, there is a significant difference between the mean ranks among the post purchase level of satisfaction of the consumer durables (Refrigerator).While analyzing the results, it is observed that, the consumers are highly satisfied with the overall performance of the product. There are also consumers who are highly self satisfied. It is observed that the consumers are satisfied with the Brand selection, Quality Durability, Product innovative features, Guarantee and Warranty. It is further observed that the Consumers are moderately satisfied with the product model, delivery service by the company, price of the product, credit facility offered by the company, after sales service and husband and parents are moderately satisfied. The dissatisfied are the children at home and highly dissatisfied are the in-laws in the family. Therefore the analysis implies that there is a significant difference between the mean ranks with regard to the post purchase level of satisfaction in purchase of the Refrigerator. Table 5.20 exhibits that there is a significant difference between the mean ranks among the post purchase level of satisfaction of the consumer durables (washing machine). While investigating, it is found that, the consumers are highly satisfied with the durability of the product, overall performance of the product, product innovative features, quality, product model, price of the product, Self satisfaction level and guarantee and warranty. It is also observed that consumers are 170

36 satisfied with the Brand selection, delivery service by the company, credit facility offered by the company, after sales service. 171

37 Table 5.20 Reasons for Post Purchase Satisfaction Level of Washing Machine Null hypothesis : There is no significant difference between mean ranks among the Post purchase level of satisfaction of consumer durables (washing machine) Test used : Friedman test Post purchase level of satisfaction of washing machine Overall performance of the product Mean rank 9.65 Product innovative features 9.39 Price 9.24 Quality 9.37 Product model 9.32 Brand selection 8.93 Durability 9.72 Delivery service by the company Credit facility offered by the company After sales service 8.29 Guarantee and warranty 9.03 Self satisfaction level 9.14 Family member-husband 7.74 Family member-children 6.47 Family member-parents 6.80 Family member-in laws 5.68 Chi-squa re value P value ** 172

38 Note: ** H o is rejected at 1% level of significance. And it is also further observed that, among the family members, husband and parents are moderately satisfied while analyzing it is further observed that the dissatisfied are the children and highly dissatisfied are the in-laws in the family. Therefore the analysis implies that there is a significant difference between mean ranks with regard to the post purchase level of satisfaction in purchase of the washing machine. Hence it is concluded that the respondents are highly satisfied with durability of the product as for washing machine is concerned. There are consumers who are satisfied with the brand selection and among the family members the highly dissatisfied are the in-laws. Regarding, the analysis on women customers post purchase level of satisfaction of consumer durables (DVD player). Friedman technique is used, and Table 5.21 portrays the results. With the results it is found that, there is a significant difference between the mean ranks among the post purchase level of satisfaction of the consumer durables (DVD player). While analyzing the level of satisfaction of the respondents it is observed that, the consumers are highly satisfied with the overall performance of the product, as well as self satisfied with the purchase, brand selection, quality of the product, product model and the product innovative features. It is also observed that the consumers are 173

39 satisfied with the guarantee and warranty of the product, price of the product, delivery service by the company and the durability of the product. The consumers are moderately satisfied with the credit facilities offered by the company, after sales service and then among the family members, husband and the parents are moderately satisfied. Table 5.21 Reasons for Post Purchase Satisfaction Level of DVD Player Null Hypothesis : There is no significant difference between mean ranks among the post purchase level of satisfaction of the consumer durables - DVD player. Test used : Friedman test Post purchase level of satisfaction of DVD player 174 M e a n rank Chi-square value P value Overall Performance of the product * Product innovative features 9.25 * Price 8.96 Quality 9.73 Product model 9.37 Brand selection 9.80 Durability 8.37 Delivery service by the company 8.58 Credit facility offered by the company 7.89 After sales service 7.81 Guarantee and warranty 8.99

40 Self satisfaction level 9.82 Family member-husband 7.24 Family member-children 6.88 Family member-parents 7.06 Family member-in laws 6.21 Note: * * H o is rejected at 1% level of significance. The dissatisfied are the children at home and highly dissatisfied are the in- laws in the family. Therefore the analysis implies that there is a significant difference between mean ranks with regard to the post purchase level of satisfaction in purchase of the DVD player. Table 5.22 reveals the difference in the mean rank of the respondents regarding the post purchase level of satisfaction of the consumer durables (Microwave oven) Based on the result, it is observed that, the consumers are highly satisfied with the durability of the product, overall performance of the product, quality, and the product model. It is also found that the consumers are satisfied with the brand selection, product innovative features, self satisfaction level, price of the product, particularly, among the family members children are just satisfied with the purchase of the product, guarantee and warranty and after sales service. It is further observed that, the consumers are moderately satisfied with the credit facilities offered by the company and the 175

41 husband at home is also moderately satisfied. It is also observed that the consumers are dissatisfied with the delivery service offered by the company and the level of satisfaction of the parent s are very fair i.e., they are not satisfied. Finally, the highly dissatisfied are the in- laws in the family. Therefore the analysis implies that there is a significant difference between mean ranks with regard to the post purchase level of satisfaction in purchase of the Microwave oven. Table 5.22 Reasons for Post Purchase Satisfaction Level of Microwave Oven Null Hypothesis : There is no significant difference between the mean ranks among the post purchase level of satisfaction of the consumer durables - Microwave oven. Test used : Friedman test Post purchase level of satisfaction of Microwave oven 176 Mean rank Chi-square value P value Performance of the product * Product innovative features 8.83 * Price 8.56 Quality 9.24 Product model 9.26 Brand selection 8.93

42 Durability 9.56 Delivery service by the company 7.98 Credit facility offered by the company 8.00 After sales service 8.46 Guarantee and warranty 8.48 Self satisfaction level 8.74 Family member-husband 8.00 Family member-children 8.51 Family member-parents 7.34 Family member-in laws 6.74 Note: * * H o is rejected at 1% level of significance. 5.8 FACTOR ANALYSIS FOR POST PURCHASE SATISFACTION Table 5.23 Principle Component Analysis Facto r Eigen Value Percentage of Variance Cumulative percentage of Variance

43 The 13 components of the post purchase satisfaction for the refrigerators were analyzed and grouped into 4 factors namely product satisfaction as the first factor, sales and service as the second factor, First Level Influencers as the third factor, and extended family influencers as the fourth factor. The percentage variance of the first factor is 35.3, the percentage variance of the second factor is 9.5, the percentage variance of the third factor is 7.1 and the percentage variance of the fourth factor is 6.4.and the cumulative variance of all the 3 factors is 58.3.The grouped factors and the loading are given as follows (Table 5.23). Table 5.24 Factor Analysis for post purchase satisfaction of Refrigerator Factors post purchase satisfaction of Refrigerator Factor loading I. Product Satisfaction Quality Self satisfaction level Product innovative features Product model

44 Overall performance of the product Brand selection Price Guarantee and warranty After sales service II. Sales and Service Credit facility offered by the company Delivery service by the company Durability III. First Level Influencers IV. Extended family influencers Family member-husband Family member-children Family member-parents Family member-in laws Table 5.24 exhibits the factor analysis for the post purchase satisfaction of the consumer durables (Refrigerator). Among all the other groups Product Satisfaction is considered to be the most important group (factor) for the post purchase satisfaction of the consumers of the refrigerator. The factors that are grouped under the product satisfaction are Quality, self satisfaction level, product innovative features, product 179

45 model, Performance of the product, brand selection and price of the product which provides more satisfaction to the consumers rather than the other groups. Hence it is concluded that, among the women consumers irrespective of their personal variables, they get more satisfaction with product satisfaction group when compared to the all other groups regarding the purchase of the refrigerator. The 13 components of post purchase satisfaction for the washing machine were analysed and grouped into 3 factors namely brand image as the first factor, sales features as the second factor and Influencers as the third factor. The percentage of variance of the first factor is 45.9 the percentage variance of the second factor is 10.3, the percentage variance of the third factor is 6.7. Cumulative variance of all the 3 factors is The grouped factors and the loading are given as follows (Table 5.25). Table 5.25 Principle Component Analysis Facto Eigen Percentage of Cumulative percentage of 180

46 r Value Variance Variance Table 5.26 it is observed that, factor analysis technique is applied to find the most significant group (factor) that satisfies the consumers regarding the purchase of washing machine. Out of the three group of factors the most vital group that, satisfies the women consumers is Brand image it includes guarantee and warranty of the product, Durability, overall performance of the product, self satisfaction level,quality, brand selection and price of the product. When compared to all other groups the brand image group factor has provided more satisfaction to the consumers who purchased the washing machine. Hence it is concluded that either the working women or the home maker, most of the women in general, gets more satisfaction with the brand image group after the purchase of washing machine. Table

47 Factor Analysis for post purchase satisfaction of Washing machine Factors post purchase satisfaction for Washing machine Factor loading Guarantee and warranty Durability I. Brand image Overall performance of the product Self satisfaction level Quality Brand selection Price Credit facility offered by the company II. Sales features Product innovative features Family member-husband Product model Delivery service by the company III. Influencers After sales service Family member-in laws Family member-children Family member-parents

48 Table 5.27 Principle Component Analysis Facto r Eigen Value Percentage of Variance Cumulative percentage of Variance Source: Computed The 13 components of the post purchase satisfaction for the DVD Player were analysed and grouped into 3 factors namely product selection factors as the first factor, Family influencers as the second factor and Influential factors as the third factor. The percentage variance of the first factor is 43.6, the percentage variance of the second factor is 10.1, and the percentage variance of the third factor is 6.8. Cumulative variance of all the 3 factors is The grouped factors and the loading are given as follows (5.27). It is observed that, for the post purchase satisfaction of DVD Player, the first factor is about Product selection factors where the factor loading for the Product innovative features is (0.763), Brand selection is (0.753), Quality is (0.734), Product model is (0.718), Guarantee and warranty is (0.718), Overall performance of the product is (0.698),price is (0.695), Self satisfaction level is (0.640), Durability 183

49 is (0.617), Delivery service by the company is (0.557) and After sales service is (0.517). Table 5.28 Factor Analysis for post purchase satisfaction of DVD player Factors post purchase satisfaction for DVD player Factor loading Product innovative features Brand selection Quality Product model I. Product Selection factors Guarantee and warranty Overall performance of the product Price Self satisfaction level Durability Delivery service by the company After sales service II. Family influencers Family member-in laws Family member-husband III. Influential Factors Family member-children Credit facility offered by the company