A STUDY ON USERS SATISFACTION TOWARDS REFRIGERATORS WITH SPECIAL REFERENCE TO

8/10/2019 A STUDY ON USERS SATISFACTION TOWARDS REFRIGERATORS WITH SPECIAL REFERENCE TO

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CHAPTER I

INTRODUCTION AND DESIGN OF THE STUDY

1.1 INTRODUCTION

The refrigerator is used more than any other appliance in your kitchen. It

is at work 24 hours a day. It does so much for you: keeps your foods cold or

frozen, allows you to prepare meals ahead, and allows you to shop ahead.

The refrigerator also uses more energy than any other appliance in the

kitchen. It is third in energy use only to house heating and cooling and waterheating. To understand refrigerator energy use and how to get the most benefits

from the energy used, it will help you to know more about refrigerators.

1.1.1 PROCESS

In a refrigerator heat is removed by a refrigerant, reon that flows

through a tube connecting three refrigerator components: an evaporator, which

may be wrapped around the freezer compartment or concealed: a compressor,

located beneath the refrigerator and a condenser, located beneath or behind the

refrigerator.

In the evaporator the refrigerant changes from a li!uid to a gas. In this

part of the process the refrigerant removes e"cess heat from foods in the

refrigerator compartment and freezes foods in the freezer. #oisture condenses

and freezes on the evaporator and must be removed by manual or automatic

defrosting. The gaseous refrigerant is returned to its li!uid state through

compression and condensation. In the compressor the gaseous refrigerant

becomes very hot. The refrigerant then dissipates heat through the condenser to

the outside of the refrigerator and becomes a li!uid to repeat the refrigerator

process.

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rost0free refrigerators keep foods in the freezer at about for good

storage. 1ecause defrosting is unnecessary, frost0 free refrigerators are the most

popular of the three refrigerator types. The freezer location on a frost0free

refrigerator can be on the top, bottom, or side of the refrigerator.

1.3 MARKETING

The merican #arketing ssociation has defined marketing as 3The

process of planning and e"ecution, conceptions, pricing, promotion and

distribution of ideas, goods, services to create e"changes that satisfy individual

and organizational goals.3 This takes into account all parties involved in

marketing effort members of the producing organization, reseller of goods and

services, and customer or clients.

#arketing is a social and managerial process by which individuals and

groups obtain what they need and want through creating and e"changing

products and value with others.

The first known artificial refrigeration was demonstrated by %illiam

'ullen atthe 5niversity of 6lasgow in $748, who did not use his discovery for

any practical purpose.

In $8+, an merican inventor, *liver 9vans, designed the first

refrigeration machine. n merican physician, ohn 6orrie built a refrigerator

based on 9van;s design in $844, used to make ice to cool the air for his yellow

fever patients.

1.4 INTRODUCTION TO THE INDUSTRY

(efrigerators are being manufactured in India for the last four decades.

Till early nineties only direct0cool refrigerators were used in India.


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1.4.1 CURRENT SCENARIO

The current demand for refrigerators is appro"imately 2.= million units

per annum. The $?+02 litres of refrigerators comprise of 8percentage of the

total demand. rost0free refrigerators contribute $+percentage of the total

demand with +percentage coming from the premium range.

1.4.2 FUTURE TREND

The replacement market is e"pected to increase to 2+0>percentage on

account of faster replacement &further induced by e"change scheme).

(efrigerator market is e"pected to grow at a '6( of $4 in the medium term

aided by the rising per capita income and growing consumerism.

1y and large the Indian consumer durable industry is a vast industry of

this country. *f which, the white goods industry has been growing at an

average pace of $0$2percentage every year for the last five years. There have,

of course been some good and bad years. (efrigerators form the largest

segment of this industry and is estimated at about > million appliances. The

refrigerator industry is growing at a rate of $ to $2percentage.

The frost0free market constitutes $?percentage of the total refrigerator

market. The total refrigerator market is e"pected to grow at the rate of

$percentage in the ne"t three years. Today, frost0free refrigerators are growing

more rapidly than the direct0cool models. s of now around $+ million direct0

cool refrigerators are ready to be replaced with frost free, especially in the $?+0

litres category.

The refrigerator industry has shown a negative growth of +percentage

for the first si" months and is e"pected to end the year with a decline of

4percentage compared with a negative growth of 2percentage last year. In the

period between anuary and /eptember, %hirlpool increased its market share

by 2 percentage and @elvinator by $ percentage from their respective shareslast year.

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1.5 INTRODUCTION TO THE PRODUCT

The process of refrigeration and its related e!uipment and products have

changed phenomenally over the past couple of years, due to an assertive global

alarm on the harmful effects of ancient and non eco0friendly methods of

refrigeration. 9arlier, the eco0friendly attributes of refrigeration processes and

refrigerators remained untapped.

/ince $==, there has been a tremendous change in the refrigeration

industry with regard to technology, product and proliferation of brands. Aewer

technologies are being pumped into the industry, some of, which will become

mandatory over the years and some that will enhance the competitiveness of

the products.

The e"isting compressor0based refrigeration &i.e., mechanical

refrigeration) system has reached the ma"imum level of innovation. or the last

few decades, there has not been any significant increase in the efficiency &i.e.

coefficient of performance, '*-) of the system. #oreover, with the increasing

awareness of environmental degradation, the production, use and disposal of

'' and B'' as refrigerants in mechanical refrigeration system has become

a subCect of great concern. DBowever, now, such systems are being developed

using more eco0friendly refrigerants viz.

India has formed an association E F6reen orum;, for e!uipment

manufacturers and suppliers looking towards following and implementing eco0

friendly measures and practices in their respected operations and products. Themove provides an e"citing new avenue to seek technology and finances to

companies whose prime forte and product is refrigeration.

1.6 OBJECTIVES OF THE STUDY

$. To know the brand preference of refrigerators.

2. To know the satisfaction of the customers towards the refrigerator.

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>. To ascertain the factors influencing the customers to purchase the

refrigerator.

4. To ascertain the buying motives of customer.

+. To find the reasons for changing the behavior of customer.

1. HYPOTHESIS

There is no association between age and monthly income of the

respondents.

There is no association between educational !ualification and

occupation of the respondents.

There is no association between educational !ualification and monthly

income of the respondents.

1.! METHODOLOGY

1.!.1 RESEARCH DESIGN

(esearch Gesign is the conceptual structure within which research is

conducted. The research describes the e"isting state of affairs of the

refrigerators in @arur town. The research constitutes the collection of data,

measurement and analysis of data.

1.!.2 SOURCES OF DATA

The data are collected in both way i.e., primary and secondary data.

-rimary data are those, which are collected afresh and for the first time, thus it

is original in character.

The secondary data, on the other hand are those, which have already,

been collected by some one and which have already been passed through the

statistical process.

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In the study, primary data was collected from the respondents using

interview schedule. /econdary data was collected from the magazines and

internet.

1.!.3 SAMPLING

The study was conducted with a sampling size of $ respondents.

'onvenient sampling was adopted for the collection of data.

1.!.4 PERIOD OF STUDY

The study covers period of > years from 2= to 2$$.

1.!.5 FIELD "ORK AND COLLECTION OF DATA

The field work of this study was conducted during the period of Aov

2$$ to an 2$2. The data were collected through pre0tested interview

schedule.

pplication of statistics is:

or the study, descriptive statistics namely percentages were used and

inferential state namely chi0s!uare, correlation and A*. The period of survey is limited.

4. The analysis was based on data collected with help of interview

schedule have its own limitations.

1.# CHAPTER SCHEME

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This study consists of + chapters.

C$%&'() I Geals with introduction and design of the study.

C$%&'() II Giscusses the brief outline about the consumer behaviour.

C$%&'() III Geals with -rofile of @arur town and -roduct, 9numerates the

profile of the study area and features of the refrigerator.

C$%&'() IV Geals with analysis and interpretation. ssesses the users

attitude towards the refrigerator.

C$%&'() V 1rings out the summary of findings, suggestions and conclusion.

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CHAPTER - II

CONSUMER BEHAVIOUR

In olden days, marketers could understand consumers through the daily

e"perience of selling to them. 1ut the growth in the size of firm and markets

has removed many marketing decision makers from direct contact with

consumers. The study of consumer behaviour answers many !uestions.

2.1 MEANING OF CONSUMER BEHAVIOUR

The term consumer behaviour is a subset of human behaviour. Bowever,

it does not mean that all human behaviour is oriented towards consumption. In

the words of 6lern %ilters DBuman behaviour refers to the total process by

which individuals interact with their environment.H

ccording to 1oone @urtz D'onsumer behaviour is the outcome of

both individual and environmental influencesH. To be the specific consumerbehaviour refers to the act of consuming a goods or service.

DEFINITIONS

ccording to Jeon 6. /chiffman, Jeslie Jazar @anuk DThe behaviour

that consumer display in searching for purchasing, using, evaluating and

disposing of products, services and ideas which they e"pect will satisfy their

needs3.

2.2 ROLE OF CONSUMER BEHAVIOUR

INITIATOR

The individual who determines that some need or want is not being met

and authorizes a purchase to rectify the situation.

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1. INFLUENCER

person who buys some intentional or unintentional work or action

influences the purchase decision. The actual purchase and or the use of the

product or service.

2. BUYER

The individual who actually makes the purchase transaction.

3. USER

The person most directly involved in the consumption or use of the

purchase.

2.3 CONSUMER BEHAVIOUR IS AN INTER DISCIPLINARY

SCIENCE

'onsumer behaviour was a relatively new field of study in the mid to

late $=?Ks with no history or body or research of its own, the new discipline

borrowed heavily from concepts developed in other scientific disciplines. /uch

as -sychology, /ociology, /ocial -sychology, cultural anthropology and

economics.

1. PSYCHOLOGY

-sychology is the study of the individual. It includes the study of

motivation, perception, attitudes, personality and learning patterns. ll these

factors are integral to an understanding of consumer behaviour.

They enable us to understand the various consumption needs of

individuals, their actions and reactions in response to different products and

products messages and the way persona$ity characteristics and previous

e"perience affect their product choices.

2. SOCIOLOGY

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/ociology is the study of groups. 6roup behaviour the actions of

individuals in groups often differs from the actions of individuals operating

alone. The influence of group membership, family structure and social class on

consumer behaviour are all relevant to the study of consumer segments in the

market place.

3. SOCIAL PSYCHOLOGY

/ocial -sychology is an amalgam of sociology and psychology. It is

time study of how an individual operates in a group. The study of consumer

behaviour is not only study of how groups operate in terms of market behavior.

4. CULTURAL ANTHROPOLOGY

The study of human beings in society is the study of cultural

anthropology. It traces the development of the core beliefs, values, and customs

that are passed down to individuals from their parents and grand parents and

influence their purchase and consumption behaviour. It also includes the study

of sub cultures and lends itself to a comparison of different nationalities with

diverse cultures and customs.

5. ECONOMICS

n important component of the study of economics is the study of

consumers how they spend their funds, how they evaluate alternatives, and how

they make decisions to ma"imize satisfaction. #any early theories concerning

consumer behaviour were base on economic theory. or e"ample, the

9conomic man theory postulates that individuals act rationally to ma"imize

their utilities in the purchase of goods and services. #ore recent consumer

studies have indicated that individuals act less than rationally to fulfill their

psychological needs.

2.4 FACTORS INFLUENCING CONSUMER BEHAVIOUR

The consumer behaviour is influenced by internal and e"ternal factors.

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1. INTERNAL FACTORS

Internal influences are reflected in motivation, perception. learning,

attitudes and personality of buyers. These are also known as the psychological

determinants of consumer behaviour.

A. MOTIVATION

#otivation acts as a driving force in the flow towards purchase action

#otivation has direct cause and effect relationship. #otivation the drive to act,

to move, to obtain a goal or an obCective. #otivation is a mental phenomenon.

It is affected by perceptions, attitudes, personalities traits and by outside

influences such as culture and marketing efforts. #otivation in buyer is

concerned with the reasons that impel buyer to take certain actions.

B. PERCEPTION

#otivation provides a basic influence upon buyer behaviour, while

perception is operationally critical. motive creates a disposition to act,

perception triggers or causes the behaviour in a certain way. -erception

influences &or) shapes the behaviour.

C. LEARNING

Jearning is the central topic in the study of human behaviour. Jearning

is defined as all changes in behaviour that result from previous e"perience and

behaviour in similar situations. Jearning is the product of reasoning, thinking,

information processing and of course perception. 'onsumer behaviour is

critically affected by the learning e"periences of consumers.

D. ATTITUDES

/ocial -sychologist defines attitudes as an emotionalized predisposition

to respond positively or negatively to an obCect &or) class of obCects.

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The concept of predisposition includes our familiar concepts of

attitudes, beliefs, goals and values. ttitudes affect both perception and

behaviour.

In general, an. attitude is a state of mind or feeling. It induces a

predisposition to behave in someway. ttitudes are very important in

e"plaining buyer behaviour.

E. PERSONALITY

-ersonality is a comple" psychological concept. Its primary features are

self0concept roles and levels of consciousness. reud pointed out that human

personality has three parts.

The id, the source of all mental energy which drives us to action.

The super ego, the internal representation of what is socially approved

out conscience.

The ego the conscious director of id impulses for finding satisfaction in

a socially acceptable manner.

F. PSYCHOGRAPHICS *LIFE STYLE+

-sychographics of life style marketing is a new techni!ue for analysing

predicting consumer behaviour. Jife style is a typical way of living, in a

dynamic society. It measures the peopleKs actions in terms of psychological

factors combined with demographic to us. It is concerned with people rather

than products. Jife style segmentation provides a better insight into buyer

behaviour. It is a good combination of demographic and psychological factors

determining consumer behaviour. 'onsumers buy products to enhance their life

styles.

2. E,TERNAL FACTORS

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The consumer behaviour is influenced by e"ternal forces such as social,

cultural factors reference groups, /ocial classes, status, symbols, etc.,

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A. FAMILY

#ost of the consumers belong to a family group. The family can e"ert

considerable influence in shaping the pattern of consumption and indicating the

decision making roles. -ersonal values, attitudes and buying habits are shaped

by family influences. #arketing policies regarding product, promotion and

channels of distribution are influenced by members making actual purchase.

B. REFERENCE GROUP

The concept of reference group is borrowed from sociology and

-sychology. 'onsumer behaviour is influenced by small groups to which the

consumer belongs. (eference groups are the social, economic or professional

group and consumer uses to evaluate his or her opinions and beliefs. 1uyer can

get advice or guidance in his to her own thoughts and actions from such small

groups. (eference groups is useful self evaluation and attitude formation.

'onsumer accept information, provided by their peer groups omits !uality of

the product, on its performance, style etc., which is hard to evaluate obCectively.

person may have several reference group for various subCects. Be may -refer

particular brand because reference group prefers that particular brand of the

product. *pinion leaders can act as effective agencies of communication on

behalf of marketing management. #arketing effort may be directed to provide

such opinion leaders.

C. SOCIAL CLASS

/ociology points out the relationship between social class and

consumption. 'onsumers buying behaviour is determined by the social class to

which they belong or to which they aspire, rather than by income alone.

1roadly speaking there are three distinct social classes upper, middle and lower

classes. 'onsumer belonging to middle classes usually stress rationality, e"hibit

greater sense of choice making. %here as consumer of lower classes have

essentially non rational purchase and show limited sense of choice making.5pper class consumers want products and brands that are clear symbols of

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social status. #iddle class people shop carefully and read advertisement and

compare prices before they buy. Jower class consumers buy usually on impulse

and should be influenced by point of purchase materials.

D. CULTURE

'ulture represents an overall social heritage a distinctive form of

environmental adoption. It includes a set of learned beliefs, values, attitudes,

morals, customs, habits and forms of behaviour that are shared by a society and

transmitted form generation to generation within that society. 'ultural

influence is a force, shaping both pattern of consumption and pattern of

decision making from infancy. #uch of consumer behaviour is determined by

culture.

Technological advance may influence cultural changes. 9ducational and

travel can have considerable influence on culture marketing strategies can be

developed for each culture separately. /ub culture e"ists with the dominant

culture with its own set values, beliefs, attitude, habits and behaviour pattern.

In Indian culture we have some important bases of sub culture such as caste,

region, religion. Thus pattern of behaviour would vary between Aorth and

/outh India, 1rahamins and


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thoughtful purchase choice. The marketer of a high involvement product must

understand the information 0 gathering and evaluation behaviour of high

involvement consumers. The marketer needs to develop strategies that assist

the buyer in learning about the attributes of the product class, their relative

importance and the high standing of the 'ompanyKs brand on the more

important attributes.

2. DISSONANCE REDUCING BUYING BEHAVIOUR

/ometimes the consumer is highly involved in a purchase but uses little

difference in the brands. The high involvement is again based on the fact that

the purchase in e"pensive, infre!uent and risky.

fter the purchase, the consumer might e"perience dissonance that

stems from noticing certain dis!uieting features of the carpet and Custify his

decision. Bere marketing communication should aim to supply beliefs and

evaluation that help the consumer feel good about his brand choice.

3. HABITUAL BUYING BEHAVIOUR

#any products are bought under condition of the low consumer

involvement and the absence of significant brand differences. If the consumer

keep reaching the same brand, it is out of habits, not /trong brand loyalty. The

buying process is brand beliefs formed by passive learning followed by

purchase behaviour.

4. VARIETY SEEKING BUYING BEHAVIOUR

In this buying behaviour some buying situations are characterized by

low consumer involvement but significant brand differences. Bere consumers

are often observed to do a lot of brand switching. 1rand switching occurs rather

than dissatisfaction.

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2.6 BUYING PROCESS

or #arketing #anagement the most important behaviour on the part of

a prospective buyer or consumer is the process of deciding whether to buy or

not to buy.

1uying process represents problem solving approach and includes the

following five steps.

1. PERCEIVED "ANT OR DESIRE

1uying process begins when a person begins to feel that a certain need

or desire has arisen and it has to be satisfied. Aeeds may he ignited by internal

or e"ternal stimulus called a sign or cue. The intensity of want will indicate the

speed with which a person will move to fulfill the unsatisfied want other less

pressing wants may have to be postponed as the buyer cannot have unlimited

purchasing power. #arketing management should offer appropriate cues in the

communications which can promote the sale of the product.

2. INFORMATION SEARCH

roused needs can be satisfied promptly when the desired product is not

only known but also easily available. 1ut when it is not clear what type or

brand of the product can offer best satisfaction and where and how it can be

secured, the person will have to search for relevant information about brand,

location and the manner of obtaining the product. #arketer also provides

information through salesman, advertising dealers, packing sales promotion

and window display.

#arketers are e"pected to provide reliable, up 0 to 0 date and ade!uate

satisfaction regarding their products and services. verage consumers are

always in need of reliable guidance and information, seller is e"pected to

provide their services.

3. EVALUATION OF ALTERNATIVES

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vailable information can be employed of evaluate alternatives. This is

critical step in the process of buying, particularly closely desirable goods.

There are several important elements in the process of evaluation.

product is viewed as a bundle of attributes. These attribute &or)

features are useful for evaluating alternative brands.

Information cues of Bints about a set of characteristics of the product

&or) brand such as !uality, price, distinctiveness, availability, etc., on

provided by marketers, these can be compared and evaluated in the

buying process.

In order to reduce the number of alternatives some consumers may

consider only more critical attributes and mention the level for these attributes.

2. PURCHASE DECISION

%hile the consumer is evaluating the alternatives, she L he will develop

some likes and dislikes about the alternative brands. This attitude to wardsbrand influence her L his intention to buy. *ther factors which may influence

the intention to purchase are,

$. /ocial factor

2. /ituational factor

>. -erceived risk may influence the decision to purchase

Bigher priced products involve higher degree of risk. /ophisticatedproducts involve performance risk. 'onsumers may not have confidence in

foreign products involving higher cost and they would prefer national brands to

reduce risks and problems of service after sale.

PURCHASE E,PERIENCE AND BEHAVIOUR

The brand purchase and the product use provides feed back of

information regarding attitudes. If the level of satisfaction derived is as per

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e"pectations, it will create brand preference influencing future purchase. 1ut if

the purchased brand does not yield desired satisfaction negative feelings will

occur and this will create an"iety and doubts. This phenomenon is called

cognitive dissonance.

#arketers should be aware of the full range of ways in which the

consumer handles dissatisfaction. #arketers must take necessary steps to

minimize the amount of consumer post purchase dissatisfaction.

#odem concepts of buyer behaviour point out that behaviour is the

result of interaction between person centered factors and situation centered

factors. #arketers must be aware of the person centered factors such as buyer

motivation, learning, perception, attitude, value and belief. /imilarly, marketers

must also be aware of social environment and inter0personal interactions

influencing buyer behaviour.

2.! BUYER BEHAVIOUR THEORIES

rom the very early times efforts were made to e"plain the motivational

processes that influence buying behaviour. ll social sciences have contributed

separate theories and tried to find out these phenomena. These theories for

convenience may be grouped as under.

9conomic Theories

-sychological Theories

-sycho 0 analytical Theories

/ocio 0 'ultural Theories

1. E/0/ T$(/)(

%+ M%)0% U'' T$(/)

This theory was developed by classical economists. ccording to them,

a consumer will continue to buy a such products that will deliver him the most

utility or ma"imum satisfaction at relative prices. 9conomists held the view

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that man is rational in all his activities and purchasing decisions are the result

of economic calculations.

#arketers, however, do not accept this theory, on the ground that it fails

to e"plain how product and brand preferences are formed further, economic

factors alone cannot e"plain variations in sales. or instance, when price is

reduced some may not buy, thinking that !uality of the product has gone down.

*n the contrary, the general feeling is that a price reductions increases the

relative value of goods and hence sales increase. The theory however provides

a useful frame of reference for analyzing only one small corner of theK block

bo"K.

*7+ I0/( %08 S%90 T$(/)

This theory is based on the fact that purchasing power is the real

determinant of buying. -urchasing -ower, on the other hand, is dependent on

Kdisposable income3 that is income left after payment of ta" and savings. To

facilitate how people allocate changes in their total income between spending

and saving, there are two concepts as given by the economists.

The marginal propensity to consume, and

The marginal propensity to save

The marketers are interested in e"amining the effect of changes in

income on spending and saving as this will have a direct bearing on buying

habits. The theory states that personal consumption spending tends both to rise

and fall at a slower rate than does the disposable income. In certain situation,

spending rises faster than income and, at certain other times, a higher

proportion may be saved.

Though the theory does not e"plain consumer behaviour in specific

terms, the concept is used in planning and analysis of demand.

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2. PSYCHOLOGICAL THEORIES

These theories are also called as learning theories. The essence of these

theories lies in the fact that, -eople learn from e"perience, and the results of

e"perience will modify their actions on future occasions. The importance of

brand loyalty and repeat purchase make learning theory more relevant in the

field of marketing.

%. S':: R(&/0( T$(/)(

/timulus response theory, after constant refinements, is now based on

our central processes. They are drive, cue, response and reinforcement.

3Grives3 are needs or motives that are stronger where as a KcueK is a weaker

stimuli. The 3response3 is the resultant reaction of some stimuli. If it is based

on cue, the response may be shifting form one brand to another brand based on

previous e"perience. In other words, cues will create different degrees of

responses under different occasions. (einforcement is the process by which

rewarding e"perience in the past are strengthened. It is here brand preferences

are strengthened leading to brand loyalty. The purpose of giving free samples

of newly introduced product is nothing but to actives this reinforcement.

7. C/0'9( T$(/)(

This theory was propounded by estinger mainly to e"plain certain post

buying behaviour. ccording to,3 it, stimulation of want is conditioned by acustomerKs knowledge, his perception, beliefs and attitudes. -erception is the

sum total of physical stimuli and personal factors.

Though the theory was developed to e"plain a decision phenomena, it is

suitable for e"plaining pre 0 decision an"iety also. n important goal, both of

advertising and personal seling, is to reduce cognitive dissonance on the part of

buyer and prospects.

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. G('%' %08 F(8 T$(/)(

ccording to the theory learning and conse!uent behaviour is not

independent, but is a total process. They argue that human behaviour is not

independent, but is a total process. They argue that human behaviour must be

viewed as individually patterned totalities. 1ehaviour should be e"plained in

terms of all the factors that are operating when an event happens. Thus, buying

is not motivated by a single element. 1ut is the sum 0 total of many elements.

3. PSYCHO - ANALYTIC THEORIES

This theory is developed from the thoughts of sigmund freud. Be

postulated the personality has three basic dimensions id refers to the free

mechanism that leads to strong drives such drives &motives) are not influenced

by morality or ethics. 9go refers to the act of weighing conse!uences and tries

to reconcile with reality. It is an e!uilibrating device that leads to socially

acceptable behaviour and imposes rationality on the id. The ego weighs the

conse!uences of an rather than rushing blindly into the activity.

/uper ego is a personKs conscience. It is highly rational and tries to keep

the activities morally right, in essence, the id urges an enCoyable act: the super

ego presents the moral issues involved and the ego acts as the arbitrator in

determining whether to proceed or not. This has led to motivation research and

has proved to be useful in analysing buyer behaviour. This in turn, has

contributed some useful insights in the advertising and packing fields.

4. SOCIO - CULTURAL THEORIES *GROUP THEORIES+

The credit for formulating this theory goes to Thorstein


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9conomy

griculture

Bome Te"tile

-aper

1us body 1uilding

'ement

/ugar actory

3.1.1 HISTORY

@arur is one of the oldest towns in Tamilnadu and has played a very

significant role in the history and culture of the Tamils. Its history dates back

over 2 years, and has been a flourishing trading centre even in the early

/angam days. 9pigraphical, Aumismatic, rchaeological and Jiterary evidence

have proved beyond doubt that @arur was the capital of early 'hera kings of

/angam age.

@arur was built on the banks of river maravathi which was called

anporunai during the /angam days. The names of the early 'hera kings who

ruled from @arur, have been found in the rock inscriptions in ru Aattar #alai

close to @arur.

KARUR DISTRICT

@arur district 'ollector is the Bead of the Gistrict administration and

Gistrict 'ollector;s *ffice is the centre of Gistrict dministration situated in

#aster -lan 'omple" in Thanthondrimalai. It is nearly ?km from karur bus

stand and 8km from (ailway station on the way to Gindigul via


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3.1.5 CLIMATE

The highest temperature is obtained in early #ay to early une usually

about >7

', though it usually e"ceeds >=

' for a few days most years. verage

daily temperature in @arur during anuary is around 24', though the

temperature rarely falls below $='.

The average annual rainfall is about ?$+mm. The city gets most of its

seasonal rainfall from the north0east monsoon winds, from late /eptember to

mid Aovember.

3.1.6 DEMOGRAPHICS

s of 2$$ India census, 6( India @arur had a population of 7?,>28.

#ales constitute +M of the population and females +M. @arur has an average

literacy rate of 78M, higher than the national average of +=.+M:male literacy is

84M, and female literacy is 72M. In @arur, $M of the population is under ?

years of age.

3.1. ECONOMY

A):':)%

5tilisation of land area in @arur district is up to 44.+=M, 4.7?M of the

land area remains as other uncultivated land. 2.74M is forest area in

@arur district. 1lack soil is the predominant soil type in this district

accounting for >+.+$M followed by lateritic /oil for 2>.8+M. (est

2.>$M is comprised of sandy, coastal and alluvium soil.

H/( T(?'(

@arur is famous for its home te"tiles. @arur has a niche in five maCor

product groups0bet linens, kitchen linens, toilet linens, table linens and

wall hangings. *verall @arur generates around (s.2 crores &N4

27


28/80

million dollars a year) in foreign e"change through direct and indirect

e"ports. llied industries like ginning and spinning mills, dyeing

factories, weaving etc employees around 2 people in and around

@arur.

*n the international te"tile map @arur has become synonymous with

hand0loom Dmade0upsH first as Tirupur in the hosiery product. The

weaving industry came to @arur from @erala and has earned a

reputation for its high !uality hand0loom products today. Band0loom

e"ports from @arur began on a modest scale with Cust $+ e"porters in

$=7+ and today @arur has $s of e"porters.

The hand0loom products being e"ported have been broadly classified

under three heads viz., kitchen, bathroom and bedroom furnishing items.

/ome of the hand0loom made0ups e"ported from @arur are 1edspreads,

Towels, loor rugs, Tea towels, Aapkins, prons, @itchen towels, -ot

holders, -late mats, 1athmats, Tea mats, 'urtains, -illow, *uilt 'overs,

/hower curtains etc.,

P%&()

TA-J is promoted by the 6overnment of Tamilnadu with loan

assistance from the %orld 1ank. Today TA-J is the largest producer of

bagasses &sugarcane waste from /ugar mills) based paper in the world

and the 2ndlargest paper producer in India. TA-J produces 2> tons

of printing writing paper and consumes $ million tones of bagasses

every year.

B: B/8 B:80

@arur is a renowned centre for bus building industries. This is a uni!ue

feature of @arur and almost =M of south Indian bus bodies are being

28


29/80

built here. The total business in estimated to be around (s.7+ crore per

annum.

C((0'

'hettinad 'ement 'orporation Jtd was formed $=?2 to cater to growing

demands of cement in the country. The manufacturing unit located at

-uliyur, @arur Gistrict, in Tamilnadu commenced production in pril

$=?8. part from cement, the 'hottinad Bouse is today engaged in

activities as diverse as granite, engineering, silica, garnet, information

technology, steel te"tile trading, horse breeding, plantations, shipping,

transportation, stevedoring, clearing and forwarding and logistics having

a combined

S:%) F%'/)

India is the world;s largest producer of sugar. 9.I.G.-arry;s pioneered

sugar production in India. In $842, the 'ompany set up India;s first

sugar factory at ltr.

Twist ice Tray.

2=


30/80

nti0bacteria gasket.

'ell fresh crisper.

Bumidity controller.

-ower deodorizer.

'olour: #oon /ilver, /uper ino", 'hampagne.

Aet dimension in mm: $+4+ " +4 " ?+.

%ired shelves.

(ef lamp.

Transparent veg bo".

9gg tray.

Geep door.

Transparent door basket.

/liding door basket.

#etallic door finish.

6rip handle.

3.2.2 "HIRLPOOL PRODUCT DESCRIPTION

>$liters Iceberg 9lite %hirlpool (efrigerator is truly an owner;s pride.

%ith the best cooling technology and uni!ue storage features comprised in

>$J of capacity, it has to be a cooling magic.

K( F(%':)(

?

th

/ense ast 'ool ?th/ense /urround 'ool /ystem

Goor open larm

O'$() F(%':)(

2 legs L 2 (ollers

>$J 'apacity

1ottle 1ins &Transparent)

>


31/80


32/80

/ilver AanoT# Technology

'ool 'urtain /ystem

#ulti0low

Toughened 6lass /helves

Bumidity 'ontroller

/tylish (ound Gesign

ir /hower in reezer

Twist Ice: Tray

/pecifications: Total +>J

reezer: $>+J

(efrigerator: >=+J

CHAPTER-IV

USERS ATTITUDE TO"ARDS REFRIGERATOR

In the previous chapter, the researcher has taken an earnest attempt to

study the profile of the study area and salient features of refrigerator. In this

chapter, the researcher has focused his attention to the users of refrigerator.

4.1 GENDER

6ender is an important factors which influence the using of (efrigerator.

The following table 4.$ represents the gender of respondents.

TABLE 4.1

GENDER

S.N/. G(08() N/. /= R(&/08(0' @

>2


33/80

$ #ale 82 82

2 emale $8 $8

T/'% 1 >

2 2 E 4 ?8 ?8

> 4 E ? 2 2

4 bove ? 0 0

T/'% 1


34/80

It is clear from that the above table 4.2 out of $ respondents >

percent of the sample studied belong to the age group of below 2 years. ?8

percent of the sample belong to the age group between 2 to 4 years and 2

percent of the sample belong to the age group between 4 to ? years.

It is inferred that the maCority of the respondents belong to the age group

between 2 to 4 years.

4.3 MARITAL STATUS

#arriages are made in heaven. #arriage is an important factor which

helps to purchase the refrigerator. The following table 4.> connotes the marital

status of the respondents.

TABLE 4.3

MARITAL STATUS

S.N/.M%)'% S'%': N/. /= R(&/08(0' @

$#arried ? ?

25nmarried 4 4

T/'% 1


35/80

4.4 EDUCATIONAL STATUS

9ducation makes the man perfect. Bere, education is one of the

significant criteria to choose the refrigerator.

TABLE 4.4

EDUCTIONAL STATUS

S.N/.E8:%'/0% S'%': N/. /= R(&/08(0' @

$

5pto Bigher /econdary >8 >8

25pto 5nder 6raduate >2 >2

>5pto -ost 6raduate 28 28

4*thers !ualification 2 2

T/'% 1


36/80

It is inferred that the maCority of the respondents are having the

education upto higher secondary level.

>?


37/80

4.4 OCCUPATIONAL STATUS

The researcher has classified the occupation status into four way namely

business, agriculture, profession and other occupation. n attempt is made to

study the occupational status and the results the tabulated in table 4.+.

TABLE 4.5

OCCUPATIONAL STATUS

S.N/. O:&%'/0 N/. /= R(&/08(0' @

$ 1usiness 2? 2?

2 griculture $4 $4

> -rofession 4 4

4 *thers 2 2

T/'% 1


38/80

FIGURE 4.1

OCCUPATIONAL STATUS

>8


39/80

4.6 MONTHLY INCOME

The present survey also evaluated the monthly income of the users of

refrigerators. The details of the monthly income is represented in tables 4.?.

TABLE 4.6

MONTHLY INCOME OF THE RESPONDENTS

S.N/. M/0'$ I0/( L(9( N/. /= R(&/08(0' @

$ 1elow (s.+ >4 >4

2 (s.+0(s.$ + +

> (s.$0(s.$+ ? ?

4 bove (s.$+ $ $

T/'% 1


40/80

4. SIE OF THE FAMILY

The size of the family is an important factor which influence the using

of refrigerator the following table 4.7 denotes size of the family of the

respondents.

TABLE 4.

SIE OF THE FAMILY

S.N/. S( /= F% N/. /= R(&/08(0' @

$ 1elow > >4 >4

2 > E + 42 42

> + E 7 22 22

4 bove 7 2 2

T/'% 1


41/80

4.! PREFERENCE OF REFRIGERATORS

The following table 4.8 e"pressed the opinion of respondents towards

the preference of refrigerators.

TABLE 4.!

PREFERENCE OF REFRIGERATORS

S.N/.K08 /=

R(=)()%'/)

N/. /=

R(&/08(0'@

$ /ingle Goor 74 74

2 Gouble Goor 2? 2?

T/'% 1


42/80


43/80

FIGURE 4.2

BRANDS PREFERENCE IN REFRIGERATORS

4>


44/80

4.1< KNO"LEDGE ABOUT REFRIGERATORS

%hile purchasing a product, every customer is e"pected to have some

knowledge about product features, use, method of handling and so on.

(efrigerator is e"empted to it understand the level of knowledge about the

refrigerator the respondents collects the information from friends, relatives,

dealers, and others segment of people. The results are given in table 4.$.

TABLE 4.1 2> Jtr 2? 2?

4 *thers 4 4

T/'% 1


49/80

FIGURE 4.5

PREFERENCE OF SIE OF REFRIGERATORS

4=


50/80

4.13 OPINION OF THE RESPONDENTS TO"ARDS PRICE

-rice is the only variable factor determining the income of the business.

-ricing is the matter of vital important to both buyer and the seller in the

terminal market. The following table 4.$> denotes the opinion of the

respondents towards price.

TABLE 4.13

OPINION OF THE RESPONDENTS TO"ARDS PRICE

S.N/. P)( L(9( N/. /= R(&/08(0' @

$ Bigh 2? 2?

2 #edium ?8 ?8

> Jow ? ?

T/'% 1


51/80

FIGURE 4.6

OPINION OF THE RESPONDENTS TO"ARDS PRICE

+$


52/80

4.14 PERIOD OF HOLDING REFRIGERATORS

6enerally, the period of holding refrigerator is based on !uality, brand

and price of the refrigerator. The table 4.$4 portrays the opinion of the

respondents towards period of holding the refrigerators.

TABLE 4.14

PERIOD OF HOLDING REFRIGERATORS

S.N/. N/. /= (%) N/. /= R(&/08(0' @

$ 1elow $ year 4 4

2 $ E + years 44 44

> + E $ years >4 >4

4 bove $ years $8 $8

T/'% 1


53/80

FIGURE 4.

PERIOD OF HOLDING REFRIGERATORS

+>


54/80

4.15 BASIC OF PURCHASE

The researcher has also gathered the opinion of the respondents towards

the basics of purchase of refrigerators the respondents e"pressed their opinion

and the results is shown in table 4.$+.

TABLE 4.15

BASIS OF PURCHASE

S.N/. B% /= P:)$%( N/. /= R(&/08(0' @

$ 'ash + +

2 Installment 4? 4?

> Bire purchase 4 4

T/'% 1


55/80


56/80


57/80

CHART 4.#

NO. OF INSTALLMENTS

+7


58/80

4.1 REASONS FOR PREFERANCE OF BRAND

/ome of the customers are satisfied with the services of refrigerator

because low maintenance, long life, service, cost and other factors. The result

is shown in table 4.$7.

TABLE 4.1

REASONS FOR PREFERENCE OF BRAND

S.N/. R(%/0 N/. /= R(&/08(0' @

$ Jow maintenance $? $?

2 Jong life > >

> /ervice 44 44

4 'ost 4 4

+ *thers ? ?

T/'% 1


59/80

FIGURE 4.1? 4>

> Installment 4 +

4 *thers 0 0

T/'% !4 1


63/80

FIGURE 4.12

OFFERS GIVEN BY THE DEALER

?>


64/80

4.2< SATISFACTION OF RESPONDENTS TO"ARDS BRAND OF

REFRIGERATORS

/atisfaction means the act of satisfying or the state of being satisfied

gratification of desire contenment in possession and enCoyment response of

mind resulting from compliance with it desires or demand. The following table

4.2 e"plains satisfaction of respondents towards brands of refrigerator.

TABLE 4.2 P = +M degree of freedom

'alculate value P =.=8

Table value P 2>.?

I0=()(0(

The calculate value is less then table value. Therefore the null

hypothesis is accepted. There is no association between age and monthly


?=


70/80

COMPARISON BET"EEN THE EDUCATIONAL UALIFICATION

AND OCCUPATION OF THE RESPONDENTS

Bo : There is no relationship between the educational !ualification and

occupation of the respondents. To findout the relationship, chi0s!uare is

applied and the result of the test is given below.

TABLE NO ; 4.23


AND OCCUPATION OF THE RESPONDENTS

O7()9(8 F)(:(0

O:&%'/0 U&'/ 2

E8:%'/0% :%=%'/0

T/'%

U08()

G)%8:%'(

P/'

G)%8:%'( O'$()

1usiness

griculture

-rofession

*thers

$

4

2

4

$

?

8

8

?

4

$

8

2

2?

$4

4

2

Total >8 >2 28 2 $

E?&('(8 F)(:(0

O:&%'/0 U&'/ 2

E8:%'/0% :%=%'/0

T/'%

U08()

G)%8:%'(

P/'

G)%8:%'( O'$()1usiness

griculture

-rofession

*thers

$

4

2

4

$

?

8

8

?

4

$

8

2

2?

$4

4

2

Total >8 >2 28 2 $

7


71/80

CHI ; :%)( T('

O E *O-E+ *O-E+ 2*O-E+2

E

+ + 2 > 0$ $ .>>

$ 8 2 4 .+

2 > 0$ $ .>>

+ 4 $ $ .2+

> 2 $ $ .+

4 ? 02 4 .?7

4 4

> 4 0$ $ .2+

2 2

+ +

4 > $ $ .>>

$ $

3.16

D()(( /= =)((8/

&'0$) &r0$)

&40$) &40$)

P > " > P = +M degree of freedom

'alculate value P >.$?

Table value P 2>.?

I0=()(0(


hypothesis is accepted. There is no association between educational

!ualification and occupation of the respondents.

7$


72/80

RELATIONSHIP BET"EEN THE EDUCATIONAL UALIFICATION

AND MONTHLY INCOME OF THE RESPONDENTS.

Bo : There is no relationship between educational !ualification and monthly


To findout the relationship, chi0s!uare test is applied and the result is

given below.

TABLE NO -4.24


AND MONTHLY INCOME OF THE RESPONDENTS

O7()9(8 F)(:(0

M/0'$ I0/(

E8:%'/0% :%=%'/0

T/'%U&'/

2

U08()

G)%8:%'(

P/'

G)%8:%'(O'$()

1low (s0+ $2 $4 8 >4

(s0+0(s.$ 2 $2 $8 +(s0$0(s0$+ 2 2 2 ?

bove (s0$+ 4 4 2 $

Total >8 >2 28 2 $

E?&('(8 F)(:(0

#onthly Income

E8:%'/0% :%=%'/0

T/'%

5pto O2

5nder

6raduate

-ost

6raduate *thers

1low (s0+ $2 $ $ 2 >4

(s0+0(s.$ 2 $? $4 +

(s0$0(s0$+ 2 2 2 ?

bove (s0$+ 4 4 2 $

Total >8 >2 28 2 $

CHI ; :%)( T('

72


73/80

O E *O-E+ *O-E+ 2*O-E+2

E

? ?

$ $ $ $

2 2

7 + 2 4 .8

? 8 02 4 .+

$ $

2 2

4 + 0$ $ .2

= 7 2 4 .+7

$ 0$ $ $.

$ $

$ 0$ $ $.

$ $ $

4..?

I0=()(0(


hypothesis is accepted. There is no association between educational

!ualification and monthly income of the respondents.

7>


74/80


75/80

O E *O-E+ *O-E+ 2*O-E+2

E

8 ? 2 4 .?7

4 7 0> = $.2=

4 > $ $ .>>$ $

+ 8 0> = $.$>

$4 $$ > = .82

? ?

2 $ $ $ $.

$ $

$ 0$ $ $.

2 2

2 2

$ $

6.24

D()(( /= =)((8/

&'0$) &r0$)

&40$) &40$)

P > " >P = +M degree of freedom

'alculate value P ?.24

Table value P 2>.?

I0=()(0(


hypothesis is accepted. There is no association between monthly income andsize of family of the respondents.

7+


76/80

RELATIONSHIP BET"EEN THE RECOMMENDED AND NO.OF

YEAR USING THE BRAND OF THE RESPONDENTS.

Bo : There is no relationship between the recommended and no.of

years using the brand of the respondents.

To findout the relationship, chi0s!uare test is applied, and the

result is shown below.

TABLE NO ; 4.26

COMPARISON BET"EEN THE RECOMMENDED AND NO. OF

YEARS USING THE BRAND OF THE RESPONDENTS

O7()9(8 F)(:(0

N/. /= Y(%) :0

'$( 7)%08 F)(08

R(/(08(8

O'$() T/'%

R(%'9( D(%()

$ 0 2 Qears

2 E > Qears

> E 4 Qears

bove 4 Qears

$4

$4

$2

4

$

$?

?

4

2

4

2

2

4

4

2

>

>8

22

$

T/'% 22 $8 + + $

E?&('(8 =)(:(0

N/. /= Y(%) :0

'$( 7)%08 F)(08

R(/(08(8

O'$() T/'%R(%'9( D(%()

$ 0 2 Qears

2 E > Qears

> E 4 Qears

bove 4 Qears

$4

$?

$

4

$

$4

8

4

2

4

2

2

4

4

2

>

>8

44

$

T/'% 44 >? $ $ $

CHI ; :%)( T('

O E *O-E+ *O-E+ 2 *O-E+2

7?


77/80

E

7 7

7 8 0$ $ .$>

? + $ $ .2

2 2 + +

8 7 O$ $ .$4

> 4 0$ $ .2+

2 2

$ $

2 2

$ $

$ $

2 2

2 2 $ $

.?

I0=()(0(


hypothesis is accepted. There is no association between recommended and no.

of years using the brand of the respondents.

77


78/80

CHAPTER ; V

SUMMARY OF FINDINGS SUGGESTIONS AND

CONCLUSION

5.1 FINDINGS

The refrigerator is used more than any other appliance in your kitchen.

It is work 24 hours a day. It does so much for the users keep food,

vegetables.

The refrigerator is classified as manual defrost refrigerators, partial

defrost refrigerators and frost0free refrigerators.

The first known artificial refrigerator was demonstrated by %illiam

cullen at the university of 6gow in $748.

It is inferred that the maCority of the respondents are fall in male.

It is inferred that the maCority of the respondents belong to the age group

between 2 to 4 Qears. It is inferred that the maCority of the respondents are married.

It is inferred that the maCority of the respondents are up to O2 level.

The Bighest -ercentage of the respondents are profession.

The Bighest -ercentages of the respondents are come under the income

group of (s.+ to (s.$ per month.

It is inferred that the maCority of the respondents are all fall under > to +

members group.

It is inferred that the maCority of the respondents are bought single door

refrigerators.

It is inferred that the maCority of the respondents are purchased whirl

pool brand of refrigerators.

It is inferred that the maCority of the respondents recommended to by

buy the brand is friends.

78


79/80

5.2 SUGESSTIONS

#a"imum number of respondents feel !uality is the prime factor so,!uality is to be improved better with good service.

'ost plays a vital role during the purchase of the refrigerators. The cost

of the refrigerators may be reduced.

Jatest technology is another feature which the consumers e"pects in

their refrigerators.

The consumers feel power consumption is absorbed lot more. /o low

power consumption may also be made in the refrigerators.

lso the consumer have mind that more number of models to designed,

and more cooling facility to be inserted.

7=


80/80

5.3 CONCLUSION

'ustomers are more or less satisfied towards their refrigerators. They

feel that more features to be added in the refrigerators.

#ost of the customers want their refrigerators to be reasonable price.

1rand image, !uality and compressor are the main factors that influence the

customers to purchase the refrigerator. That study concludes that D/atisfied

consumer would be a most effective sales promoterH for any manufacturer.

Bence the producers of refrigerators should concentrate on satisfying the

consumer needs.

A STUDY ON USERS SATISFACTION TOWARDS REFRIGERATORS WITH SPECIAL REFERENCE TO

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Transcript of A STUDY ON USERS SATISFACTION TOWARDS REFRIGERATORS WITH SPECIAL REFERENCE TO