Chapter 4 FINDINGS OF THE STUDY - Information and...
Transcript of Chapter 4 FINDINGS OF THE STUDY - Information and...
Chapter 4
FINDINGS OF THE STUDY
FINDINGS OF THE STUDY
The previous chapter has provided a detailed result of the analysis of the effect
of advertisements on the consumer behaviour and brand preference of consumer
durables in Kerala. The present study reveals that advertising has significant influence
on the consumers of Kerala. Thus advertising is a very important communication tool,
highly visible and more effective. It helps to create awareness, remind, persuade to
buy and retain the existing customers. People in markets feel that is the need of the
time for business. We may like or not but advertisements are observable everywhere
in our surrounding. It is very difficult to live in isolation without noticing
advertisement in present time. It has become part of our social, economic, cultural and
business environment. It is the indicator of advancement and progress of human
civilization. Advertisements have affected our life style to a great extent. From the
present study itself we can see that the consumer durables market of Kerala, the big
companies and traders are using a number of advertising strategies for attracting and
retaining profitable consumers. In order to make an overall assessment of the effect of
advertisement on consumer behaviour and brand preference in the consumer durables
market of Kerala, the researcher focused upon the following objectives.
� To study the demographic profile of the respondents and their exposure to
different media.
� To examine the respondents general attitude towards advertising.
� To examine the effect of advertisement on awareness and purchase of
consumer durable products.
� To assess the effect of consumer durables advertising in different media.
� To identify the most effective medium of advertising of consumer durables.
� To assess the effect of advertising on brand preference of consumer durables.
� To study the important factors affecting the customers while purchasing
consumer durables.
In order to carry out the study with the above mentioned objectives in mind,
the primary data have been collected with the help of a structured questionnaire and
informal personal discussions with the sample respondents. The secondary data have
been collected from different sources such as published research papers, research
articles in national and international journals, seminar reports, newspapers, books,
departmental publications and working papers.
Since the universe (viewers of advertisements) constitutes an infinite one, a
Census method is found to be quite impractical. Hence Stratified Random Sampling
technique was adopted to select the sampling units. The collected primary data have
been statistically processed, classified and tabulated using appropriate methods.
Statistical techniques such as scaling and scoring techniques are used for the analysis
of the data. Likerts’ scaling and Semantic differential scale have been used to analyse
the attitude of respondents and nominal scale has been used to analyse the
demographic profile of the consumers. The data collected through the questionnaire
analysed using the SPSS software. The hypothesis formulated for the study was tested
with the help of parametric and non- parametric tests. They are Chi-Square, ANOVA,
Contingency table / cross tabulation, Cramer’s V, Kendall’s W test, Friedman test,
Kruskal Wallis test, Mann–Whitney–Wilcoxon test, Correlation etc. While analysing
the primary data from the sample respondents the following observations has been
made:
Section A - Personal profile of the sample respondents
A brief description of the sample in respect of age, gender, region, education,
occupation and family income are given below:
� As regards the age of the respondents selected for the study, out of total 900
respondents, those belonging to below 20 years age total 37.8 per cent, those
belonging to the 20-30 years range total 39.1 per cent, those belonging to the
30-40 years range total 26.4 per cent, 10.3 per cent fall under the category of
40-50 years and that 1.2 per cent of the sample size are 50 and above years.
� As for the gender of the respondents, 65.1 percent of respondents selected for
the study were male and the remaining 34.9 per cent female.
� Among those from the data were collected as part of the survey, 33.3 per cent
sample respondents each from the rural, semi urban and urban area.
� As regards the education level of the sample size, out of 900 respondents, 261
(29 per cent) included in the up to SSLC category, while 246 (27.3 per cent)
respondents stated that they had studied PDC/Plus Two level. 185 (20.6 per
cent) of respondents were included in the Graduation category, 71 (7.9 per
cent) of respondents were Professional degree holders and the remaining 137
(15.2 per cent) of the respondents stated that they belonged to Post Graduate
and above category.
� The employment status wise breakup of the respondents shows that 497 (55.2
per cent) of the respondents were employed and 403 (44.8 per cent) of them
were coming under the category of unemployed.
� As for the occupation of the sample respondents, it was found that 118 (13.1
per cent) of the respondents were Government employees, 106 (11.8 per cent)
of the respondents were coming under the category of Private sector
employees, 120 (13.3 per cent) were doing Business, Only 34 (3.8 per cent) of
them were Professionals, 36 (4 per cent ) Agriculturists,83 (9.2 per cent) Cooli
workers, 255 (28.3 per cent) House wives, 44 ( 4.9 per cent ) Retired and there
were 54 responses contributing 6 per cent in the occupation category of
Returned NRI’s.
� Regarding the income of the 900 respondents, it was found that 315 (35 per
cent) of the respondents have annual family income Up to Rs. 1 Lakh. 457
(50.8 per cent) of the respondents are coming under the category of 1 - 3
Lakhs. 64 (7.1 per cent) of the respondents are coming under the group of 3 - 6
Lakhs. 41 (4.6 per cent) of the respondents are in the category of 6 - 10 Lakhs
and there are 23 responses contributing 2.6 per cent in the income category of
10 Lakhs & above.
Section B – Exposure of respondents towards different media
� Majority (65.6 per cent) of the respondents spent their leisure time for
watching Television and films. As far as the hobby reading is concerned 19.8
per cent. Reading occupies the second position. Only 7.9 per cent respondents
select music and dance as their main hobby. 6.8 per cent of the respondents
spent their leisure time for Indoor & Outdoor games.
� As far as time spent on Television is concerned, 27.6 per cent of the
respondents spent less than one hour daily for watching TV. 38 per cent of
them spent 1-2 hours and 34.4 per cent of them spent more than 2 hours daily.
� It is clear that 6.2 per cent of the respondents prefer to watch television on the
morning, 21.8 per cent of the respondents whose preferred time is noon, 28.9
per cent of the respondents prefer watching television in the evening, 19.4 per
cent of the respondents whose preferred time is night and 23.7 per cent of the
respondents opined that they have no specific time slot for watching television.
� Analysis of survey data shows that as far as time spent on listening radio, 20.1
per cent of the respondents spent less than one hour daily, 29.7 per cent of
them spent 1-2 hours and 22.7 per cent of them spent more than 2 hours daily.
� In case of time spent for reading of the newspapers, 4.2 per cent of the
respondents are not reading newspapers. 71.1 per cent of the respondents spent
less than one hour daily, 24.7 per cent of them spent 1-2 hours daily for reading
newspapers.
� In case of time spent for reading of the magazines, 16.8 per cent of the
respondents are not reading magazines. 69.2 per cent of the respondents spent
less than one hour daily, 24 per cent of them spent 1-2 hours daily for reading
magazines.
� The primary data shows that the time spend for internet browsing, 69.9 per cent
of the respondents are not using internet. 17.2 per cent of the respondents spent
less than one hour daily, 8.1 per cent of them spent 1-2 hours daily for
browsing internet and the remaining 4.8 per cent using internet more than 2
hours.
� The study reveals that the respondent’s response of favourite newspaper, out of
900 respondents 33 per cent prefer Mathrubhoomi as their favourite newspaper
followed by the Malayala Manorama which was preferred by 29.1 per cent
respondents. The Hindu, Indian Express and Kerala Kaumudi are preferred by
6.2 per cent, 8.2 per cent and 15.3 per cent respectively. Other most preferred
newspapers are Deshabhimani, Janmabhoomi, and Madhyamam etc.
� Among the number of magazines, 34 per cent prefer Malayala Manorama as
their favourite magazines followed by Vanitha which was preferred by 24.8 per
cent respondents. Arogyamasika, Grihalakshmi, and Outlook India are
preferred 10.1 per cent, 18.6 per cent and 7.6 per cent respectively. Others
include Mangalam, Kanyaka, India Today, and Femina etc. which constitute 5
per cent.
� In order to get an insight about the various television channels that are being
watched by respondents, the researcher thought their opinion on the most
preferred channels. Among the number of T V channels Asianet is the most
preferred channel by 36.2 per cent of the respondents. The second most
preferred channel is Kairaly (18.9 per cent). 7.3 per cent prefer Surya T V.
India Vision, Amritha, NDTVand Vijay T V are preferred by 10.6 per cent, 9.8
per cent, 6.8 per cent and 5.7 respectively. Other most preferred channels are
Kiran, CNN, K T V, Sony etc.
� 86 per cent of respondents are interested to watch / listen advertisements in
different media. The respondents are of the opinion that advertisements are
important in terms of enjoying and gaining product information.
� Television is the most favourite medium of advertising by 69.1 per cent of the
respondents. The second most favourite medium is Newspaper (18.9 per cent).
9.2 per cent prefer magazines as their favourite medium of advertisement. Only
2.8 per cent of the respondents prefer bill boards as their favourite medium of
advertising. From the table we can see that majority of the respondents prefer
television as their favourite medium of advertising.
Section C – Respondents attitude towards advertising
� Ranks given by the respondents for their favourite medium of advertising.
Television is the most preferred medium followed by newspaper, magazines
and billboards / hoardings. It is evident from the analysis, Kendall’s value is
high, and here the male and female respondents are highly agreed with the
ranking given for preference over medium of advertising.
� The classification of opinion of the respondents based on the liking of the
advertising. It can be seen that, of the total 3.4 per cent of the respondents in
the age group below 20 years strongly disagreed followed by about 3.6 per cent
in the age group of 20-30 years. As regards the percentage of the respective age
groups 30-40 years, 40-50 years and 50 years and above is recorded by 1.2 per
cent, 0.2 per cent and 0.1 per cent respectively.
About 8.4 per cent of the respondents in the age group of Below 20 years
disagreed to the statement and followed by the age groups 20-30 ( 5.3 per
cent), 30-40 years ( 1.8 per cent) , 40-50 years ( 1.3 per cent) and 50 and above
years (0.1 per cent).
About 7.7 per cent of respondents in the age group of Below 20 years neither
agreed nor disagreed to the statement and followed by the age groups are 20-30
(8 per cent), 30-40 years (1.6 per cent) and 40-50 years (2.3 per cent).
About 13.3 per cent of the respondents in the age group of below 20 years,
16.1 per cent of 20-30 years age group, 4.7 per cent from 30-40 years age
group and 3.4 per cent of 40-50 years agreed to the statement. However, 4.9
per cent of respondents of below 20 years age group, the respondents of 6.1 per
cent, 2.3 per cent and 3 per cent of 20-30 years, 30-40 years and 40-50 years
age groups respectively are strongly agreed. Thus, from the present study it can
be concluded that majority of respondents are agreed that overall they like
advertising.
� The opinion of the respondents based on the gender on the overall liking of the
advertising. It is observed from the study that of the total 5.7 per cent of male
and 2.9 per cent of female are strongly disagreed to the statement. It can be
seen that 11 per cent of male and 6 per cent of female disagreed to the
statement. Meanwhile, 13.8 per cent of male and 5.9 per cent of female neither
agree nor disagree to the statement. About 23.7 per cent of male and 37.7 per
cent of female respondents are agreed and it is strongly agreed by 11 per cent
and 6.1 per cent by males and females respectively. Obviously, majority of
male and female respondents are agreed that they like advertising.
� The opinion of the respondents based on the region on the overall liking of the
advertising. It is observed from the present study that of the total
25respondents from Rural, 34 from Semi-urban and 18 respondents from
Urban are strongly disagreed to the statement. It can be seen that 80
respondents from Rural, 54 from Semi-urban and 19 respondents from Urban
are disagreed to the statement. Meanwhile, 57 respondents from Rural, 45 from
Semi-urban and 75 respondents from Urban are neither agree nor disagree to
the statement. About 97respondents from Rural, 98 from Semi-urban and 144
respondents from Urban are agreed and it is strongly agreed by 41respondents
from Rural, 69 from Semi-urban and 44 respondents from Urban are
respectively. Obviously, majority of rural, semi-urban and urban respondents
are agreed that they like advertising.
� The opinion of the respondents based on the educational qualifications on the
overall liking of the advertising. It is observed that of the total 45respondents
who studied up to SSLC, 32 who qualified PDC/Plus Two are strongly
disagreed to the statement. It can be seen that 5 respondents studied up to
SSLC, 39 of PDC/Plus Two holders, 81 Graduates, 23 Professionals and 5 Post
Graduate respondents are disagreed to the statement. Meanwhile, 49
respondents studied up to SSLC, 62 of PDC/Plus Two holders and 66 Post
Graduate respondents are neither agree nor disagree to the statement. About 88
respondents studied up to SSLC, 61 of PDC/Plus Two holders, 90 Graduates,
40 Professionals and 60 Post Graduate respondents are agreed and it is strongly
agreed 74 respondents studied up to SSLC, 52 of PDC/Plus Two holders, 14
Graduates, 8 Professionals and 6 Post Graduate respondents are respectively. It
is observed from the table that majority of respondents irrespective of their
educational qualifications they are agreed that they like advertising.
� The classification of opinion of the respondents based on income on the liking
of advertising. From the present study it can be seen that , of the total 34
respondents in the income group Up to Rs. 1 Lakh strongly disagreed followed
by about 43 respondents in the income group 1-3 Lakhs.
About 153 of the respondents in the income group of 1-3 Lakhs disagreed to
the statement .About 32 respondents in the income group of Up to Rs.1 Lakh
neither agreed or disagreed to the statement and followed by the income groups
are 1-3 Lakhs(125) and 3-6 Lakhs (20).
About 140 respondents in the income group of up to Rs.1 Lakh, 126
respondents of Rs. 1-3 Lakhs income group, 40 from Rs. 3-6 Lakhs income
group and 33 of Rs. 6- 10 Lakhs agreed to the statement. However, 109
respondents in the income group of up to Rs.1 Lakh, 10 respondents of Rs. 1-3
Lakhs income group, 4 from Rs. 3-6 Lakhs income group, 8 of Rs. 6- 10 Lakhs
and 23 of 10 Lakhs & above income group respectively are strongly agreed.
Thus, from the present study it can be concluded that majority of respondents
are agreed irrespective of their income on the statement that overall they like
advertising.
It can be said that majority of the respondents classified on the basis of age,
gender, region, education and income have agreed with the statement that
overall they like advertising.
� From the study it can be found that, of the total, 4.7 per cent of the
respondents under the category of Below 20 years have strongly disagreed
followed by 5.3 per cent of respondents in the age group of 20-30 years. About
9.7 per cent of respondents in the age group of Below 20 years, 6.4 per cent in
the age group of 20-30 years have disagreed. Whereas, the respondents of these
age groups by 8.8 per cent and 8.6 per cent have neither agree or disagree with
the statement “overall I consider advertising as a good thing”.
Meanwhile, majority of respondents equaling to 11 per cent belonging to the
age groups of below 20 years and 20-30 years, 3.2 per cent each of the age
groups of 30-40 years and 40-50 years group have agreed with the statement.
About 7.8 per cent of the respondents in the age group of 20-30 years have
strongly agreed to the statement. The percentage of remaining age groups
varied from 2.9 per cent to 3.8 per cent respectively according to the study.
Thus, it is clearly observed from the study that majority of respondents in the
age group of 20-30 years have agreed and strongly agreed to the statement that
consider advertising as a good thing.
� It is observed from the analysis of the primary data that of the total, 8.7 per
cent of male and 4 per cent of female strongly disagree with the statement. It
can be seen that 14.1 per cent of male and 7.2 per cent of female neither agree
nor disagree. Meanwhile, 18.4 per cent of male and 10.3 per cent of female
agree with the statement. About 11.2 per cent of male and 7.2 per cent of
female respondents strongly agree and it is disagreed by 12.7 per cent and 6.1
per cent by both respectively. Obviously, majority of male and female
respondents have agreed with the statement regarding advertising as a good
thing.
� It is observed from the study that of the total 48 respondents from Rural, 48
from Semi-urban and 18 respondents from Urban are strongly disagreed to the
statement. It can be seen that 67 respondents from Rural, 61 from Semi-urban
and 41 respondents from Urban are disagreed to the statement. Meanwhile, 47
respondents from Rural, 49 from Semi-urban and 96 respondents from Urban
are neither agree nor disagree to the statement. About 85 respondents from
Rural, 73 from Semi-urban and 101 respondents from Urban are agreed and it
is strongly agreed by 53 respondents from Rural, 69 from Semi-urban and 44
respondents from Urban are respectively. Obviously, majority of rural, semi-
urban and urban respondents are agreed that they consider advertising as a
good thing.
� It is found that of the total 50 respondents who studied up to SSLC, 64 who
qualified PDC/Plus Two are strongly disagreed to the statement. It can be seen
that 7 of PDC/Plus Two holders, 81 Graduates, 23 Professionals and 58 Post
Graduate respondents are disagreed to the statement. Meanwhile, 49
respondents studied up to SSLC, 86 of PDC/Plus Two holders and 13 Post
Graduate respondents are neither agree nor disagree to the statement. About 76
respondents studied up to SSLC, 37 of PDC/Plus Two holders, 46 Graduates,
40 Professionals and 60 Post Graduate respondents are agreed and it is strongly
agreed 86 respondents studied up to SSLC, 52 of PDC/Plus Two holders, 14
Graduates, 8 Professionals and 6 Post Graduate respondents are respectively. It
is observed from the table that majority of respondents irrespective of their
educational qualifications they are agreed that advertising as a good thing.
� From the study it can be seen that, of the total 34 respondents in the income
group Up to Rs. 1 Lakh and strongly 80 respondents in the income group of 1-
3 Lakhs are disagreed to the statement.
About 166 of the respondents in the income group of 1-3 Lakhs and 3 from the
income group of 3-6 Lakhs disagreed to the statement. About 100 respondents
in the income group of Up to Rs.1 Lakh neither agreed or disagreed to the
statement and followed by the income groups are 1-3 Lakhs (75) and 3-6 Lakhs
(17).
About 60 respondents in the income group of up to Rs.1 Lakh , 126
respondents of Rs. 1-3 Lakhs income group, 40 from Rs. 3-6 Lakhs income
group and 33 of Rs. 6- 10 Lakhs agreed to the statement. However, 121
respondents in the income group of up to Rs.1 Lakh, 10 respondents of Rs.
1-3 Lakhs income group, 4 from Rs. 3-6 Lakhs income group, 8 of Rs. 6- 10
Lakhs and 23 of 10 Lakhs & above income group respectively are strongly
agreed.
Thus, from the study it can be concluded that majority of respondents are
agreed irrespective of their income on the statement that consider advertising
as a good thing.
It can be said that majority of the respondents classified on the basis of age,
gender, region, education and income have agreed with the statement that
overall they consider advertising ass a good thing.
� The study found that correlation between attitude-institution and attitude-
instrument is high and significant at 0.01 level of significance. It may lead to
acceptance of hypothesis that attitude institution and attitude instrument are
correlated. The distinction of institution and instrument of advertising is not
necessary.
Section D – Effect of advertisements on awareness of consumer durables and
purchase of consumer durables
� By analyzing the view points of respondents, 100 per cent of them were found
to be aware about consumer durables.
� It is found that 100 per cent of the respondents are aware about different brands
of consumer durables.
� The Respondents' Source of awareness about different brands of consumer
durables, as many as 69.7 per cent of the respondents came to know through
advertisements, 5.1 per cent of the respondents through visit to shop, 6.7 per
cent of the respondents came to know through window display, 5.4 per cent of
the respondents through friends and relatives, 6.9 per cent through previous
experience, whereas for the remaining 6.2 per cent Sales personnels/ Dealers
were the source of such information.
� It was found that 100 percent of the respondents surveyed observe the
commercial advertisements of television sets.
� It was found that 100 percent of the respondents surveyed observe the
commercial advertisements of refrigerators.
� It was found that 100 percent of the respondents surveyed observe the
commercial advertisements of Washing machine.
� It was found that 100 percent of the respondents surveyed observe the
commercial advertisements of mixer grinders.
� It was found that 100 percent of the respondents surveyed observe the
commercial advertisements of induction cookers.
� It is evident from the study that 92.7 per cent of the respondents possessed
Television and the remaining 7.3 per cent not. Majority of the sample
respondents possessed television.
� It is evident from the study that 84 per cent of the respondents possessed
refrigerators and the remaining 16 per cent not. Majority of the sample
respondents possessed Refrigerators.
� Respondents Category in relation to the ownership of Washing machine ,It is
evident from the primary data that 66.6 per cent of the respondents possessed
washing machines and the remaining 33.4 per cent not.
� Respondents Category in relation to the ownership of Mixer grinder, It was
found that 99.1 per cent of the respondents possessed Mixer grinders and the
remaining .1 per cent not. Majority of the sample respondents possessed Mixer
grinders.
� Respondents Category in relation to the ownership of Induction Cooker. It is
find from the study that 45.8 per cent of the respondents possessed Induction
Cooker and the remaining 54.2 per cent not. Majority of the sample
respondents possessed Induction Cooker.
� The factors consider while purchasing Television, Majority of the respondents,
i.e., 59.2 per cent consider brand name while purchasing consumer durables.
22.6 per cent consider quality, 12 per cent consider price, 2.3 per cent
model/design, .8 per cent consider after sale service and 1.6 per cent of the
respondents consider safety factor while purchasing consumer durables.
� In the factor analysis it can be inferred that the factor 1 comprises the variables
such as brand name, quality and advertisement. The factor 2 comprises the
variables Guarantee/ warranty and advertisement. The factor 3 includes brand
name, price and technology. Factor 4 includes availability and the Factor five
comprises the variable quality. From the present Factor analysis we can
conclude that brand name, quality, price, advertisements and availability are
the major factors affecting the purchasing behaviour of consumers in Kerala
with respect to Consumer Durables. The present study effect of advertising on
consumer behaviour and brand preference with special reference to consumer
durables in Kerala finds that advertising is one of the major influential factors
in the purchasing of consumer durables.
� The analysis found that 55.6 per cent of the respondents are strongly agreed to
the statement and 44.4 per cent of them are agreed to the statement. From this
it is clear that all of the respondents said that advertisements make them aware
about different brands of consumer durables.
� The frequency and percentage distribution shows that 50.6 per cent of the
respondents are strongly agreed to the statement and 49.4 per cent of them are
agreed to the statement. From this it is clear that all of the respondents said that
advertisements provide important information regarding the product and the
brand.
� By analysing the view points of respondents, 45.6 per cent of them were found
to be in strongly agreed with the statement. 39.3 per cent of them agreed with
the statement, 6.2 per cent neither agree nor disagree, 7.9 per cent disagreed
and only 1 per cent of them had strongly disagreed with the statement. This
table also reveals that a majority of respondents had a positive attitude and
minority of them had unfavorable attitude towards the statement that
advertisements tells which brand of product is the best to buy.
� By analysing the view points of respondents, 59.4 per cent of them were found
to be in strongly agreed with the statement. 37.9 per cent of them agreed with
the statement, 1.1 per cent neither agree nor disagree, 1.1 per cent disagreed
and only .6 per cent of them had strongly disagreed with the statement. This
table also reveals that a majority of respondents had a positive attitude and
minority of them had unfavorable attitude towards the statement that pay more
attention to advertisements when plan to buy a durable product.
Section E – Respondents opinion towards consumer durables advertising in
different media
� By analysing the view points of 900 respondents, 82.9 per cent of them were
found to be interested in watching consumer durables in television and only
17.1 per cent of them were not at all interested in watching consumer durables
advertising in television.
� It was found that 24 per cent of the respondents believe that advertising in
TV is very influential and almost half of the respondents (48.1 per cent)
consider it as an influential factor. That means majority of the respondents
believe that advertising in TV can influence their purchase intention for
consumer durables. On the contrary, 25 per cent of the respondents believe that
it is somewhat influential means ads in TV may have a little influence on their
purchase intention. Whereas only a few number of respondents 2.9 per cent
contend it to be not at all influential.
� The statistical analysis of the data (Mean: 2.06) and (Mode: 2.00) also validate
the statement that employing television advertisement can influence the
purchase decision of the consumers.
� By analysing the view points of 900 respondents, 31.7 per cent of them were
found to be interested in listening consumer durables advertisements in radio
and only 68.3 per cent of them were not at all interested in listening consumer
durables advertising in radio.
� It was found that 5.3 per cent of the respondents believe that advertising in
Radio is influential and majority (94.7 per cent) of the respondents believe that
advertising in Radio cannot influence their purchase intention for consumer
durables.
� By analysing the view points of 900 respondents, 73.5 per cent of them were
found to be interested in reading consumer durables in the newspapers and
only 26.5 per cent of them were not at all interested in reading consumer
durables advertising.
� It was found that 18 per cent of the respondents believe that advertising in
Newspaper is very influential and almost 40.1 of the respondents consider it as
an influential factor. That means majority of the respondents believe that
advertising in Newspaper can influence their purchase intention for consumer
durables. On the contrary, 33 per cent of the respondents believe that it is
somewhat influential means ads in Newspaper may have a little influence on
their purchase intention. Whereas only a few number of respondents 8.9 per
cent contend it to be not at all influential
� By analysing the view points of 900 respondents, 71.4 per cent of them were
found to be interested in reading consumer durables in the newspapers and
only 28.6 per cent of them were not at all interested in reading consumer
durables advertising.
� It was found that 64.9 per cent of the respondents believe that advertising in
Magazines is influential and only 25.1 per cent of the respondents believe that
advertising in Magazines cannot influence their purchase intention for
consumer durables.
� The analysis part shows that 86.2 per cent of the respondents were noticing the
advertisements of consumer durables on hoardings and 13.8 per cent of them
were not interested to in noticing them.
� The result from the surveyed data shows that people consider advertising on
Billboards / Hoardings as not an influential factor in prompting purchase
intention. It was found that 18.3 per cent of the respondents believe that
advertising on Billboards / Hoardings is influential and only 81.7 per cent of
the respondents believe that advertising on Billboards / Hoardings cannot
influence their purchase intention for consumer durables.
� Out of 900 respondents, 18.2 per cent of them were found to be interested in
watching consumer durables in the Internet and majorities of 81.8 per cent of
them were not at all interested in watching consumer durables advertising.
� The result from the surveyed data shows that people consider advertising in
Internet as not an influential factor in prompting purchase intention. It was
found that 10.6 per cent of the respondents believe that advertising in Internet
is influential and only 89.4 per cent of the respondents believe that advertising
in Internet cannot influence their purchase intention for consumer durables.
� By analysing the opinion of the respondents , 51per cent of them opined that
television is the most effective medium for the advertising of consumer
durables.28.7 per cent said that newspaper, 10.9 per cent magazines and 9.4 per
cent of them said bill boards are the effective media for advertising of
consumer durables.
Section F - Effect of advertising on brand preference of consumer durables
� By analysing the opinion of the respondents, it has been found that 100 per
cent of the respondents have brand preference while purchasing consumer
durables.
� Of the 900 respondents surveyed, it was found that 98.2 per cent of the sample
respondents considered quality as an important factor which leads to preferring
a particular brand.
� Of the 900 respondents surveyed, it was found that 89.3 per cent of the sample
respondents considered price of the product as an important factor which leads
to preferring a particular brand.
� Of the 900 respondents surveyed, it was found that 99.1 per cent of the sample
respondents considered brand name as an important factor which leads to
preferring a particular brand.
� Of the 900 respondents surveyed, it was found that 87.8 per cent of the sample
respondents considered advertisement of the product as an important factor
which leads to preferring a particular brand.
� Of the 900 respondents surveyed, it was found that 80.8 per cent of the sample
respondents considered ready availability of the product as an important factor
which leads to preferring a particular brand.
� Of the 900 respondents surveyed, it was found that 85.6 per cent of the sample
respondents considered latest technology as an important factor which leads to
preferring a particular brand.
� Of the 900 respondents surveyed, it was found that 96.1 per cent of the sample
respondents considered after sale service of the product as an important factor
which leads to preferring a particular brand.
� 99.1 % respondents consider brand name as the most important parameter for
brand preference of consumer durables, 98.2 % respondents believe that
quality is an important parameter for their preference of brands. 96.9%
respondents consider after sales service as the most important reason for the
preference of consumer durable brand, 89.3% respondents consider price as the
most important reason for the preference of consumer durable brand, followed
by advertising (87.8%) and latest technology (85.6%).
� The lowest mean rank of 2.06 was given to Brand name , which shows that it
was considered to be the most important factor influencing the brand
preference of consumer durables, the second mean rank was given to quality
with 3.10 as mean rank, third importance was given to after sale service with
mean rank of 3.78, fourth importance was given to price of the product with
the mean rank of 4.18, fifth importance was given to advertising with mean
rank of 4.78 and last importance was given to availability of the brand with the
highest mean rank of 5.48.
� The number of respondents who prefer different brands of television sets, It is
found that 11.9 per cent of the respondents prefer Sony,28.4 percent Samsung,
majority of 43.8 per cent prefer LG, 11.6 per cent Videocon and only 4.3 per
cent prefer Panasonic as their preferred television set.
� The number of respondents who prefer different brands of refrigerators, It is
clear that 14.7 per cent of the respondents prefer Whirlpool, 23.3 per cent LG,
majority of 46 per cent prefer Samsung, 6.7 per cent Godrej and 9.3 per cent
prefer Videocon as their preferred Refrigerator brands.
� The number of respondents who prefer different brands of washing machines,
It is clear that 32.8 per cent of the respondents prefer Whirlpool, 7.6 per cent
Videocon, 28.4 per cent prefer LG, 24.6 per cent Samsung and only 6.7 per
cent prefer IFB as their preferred washing machine brands.
� The number of respondents who prefer different brands of Mixer grinder, It is
clear that 10.7 per cent of the respondents prefer Sujatha, 15.6 percent
Butterfly, majority of 42.7 per cent prefer Preethy, 6.7 per cent Philips ,9.3 per
cent Mr. Butler’s and 15.1 per cent prefer Mahahraja as their preferred Mixer
grinder brand.
� The number of respondents who prefer different brands of Induction Cooker, It
is clear that 31.7 per cent of the respondents Prestige, 21.3 percent Preethy,
16.7 per cent prefer Pigeon, 16per cent Crompton and 14.3 per cent prefer
Nexus as their preferred brand of Induction Cooker.
� The frequency and percentage analysis of the data shows that 88.7 per cent of
the respondents opined that advertisements change their brand preference and
only 11.6 per cent are of the opinion that advertisements do not change their
brand preference of consumer durables.
� By analysing the view points of respondents, 80.1 per cent of them were found
to be in strongly agreed with the statement and the remaining 19.9 per cent of
them agreed with the statement that reputed brands of consumer durables have
good quality. This study also reveals that all of the respondents agreed that
reputed brands of consumer durables have good quality. So we can conclude
that there is positive relation between brand name of the product and the
quality with respect to consumer durables.
� By analysing the view points of respondents, 85.4 per cent of them were found
to be in strongly agreed with the statement and the remaining 14.6 per cent of
them agreed with the statement that the products of reputed brands of
consumer durables are costly. This study also reveals that all of the respondents
agreed that the products of reputed brands of consumer durables are costly. So
we can conclude that there is positive relation between brand name of the
product and the price with respect to consumer durables.
� By analysing the view points of respondents, 83.9 per cent of them were found
to be in strongly agreed with the statement, 9.1 per cent of them were agreed
with the statement, 3.3 per cent of them were found to be in neither agree nor
disagree, 3.3 per cent of them disagreed with the statement and the remaining
.3 per cent of them strongly disagreed with the statement that the products of
reputed brands of consumer durables gives them prestige. This study also
reveals that majority of the respondents agreed that possession of the products
of reputed brands of consumer durables gives them prestige.
� By analysing the view points of respondents, 55.2 per cent of them were found
to be in strongly agreed with the statement, 41.8 per cent of them were agreed
with the statement, 2.2 per cent of them were found to be in neither agree nor
disagree and the remaining .8 per cent of them strongly disagreed with the
statement that use of the products of reputed brands of consumer durables are
risk free. This table also reveals that majority of the respondents agreed that
use of the products of reputed brands of consumer durables are risk free.
� By analysing the view points of respondents, 61.1 per cent of them were found
to be in strongly agreed with the statement, 36.8 per cent of them were agreed
with the statement, 1.1 per cent of them were found to be in neither agree nor
disagree, .4 per cent of them disagreed with the statement and the remaining .6
per cent of them strongly disagreed with the statement that the durable
products of reputed brands have all the essential product features. This study
also reveals that majority of the respondents agreed that the durable products of
reputed brands have all the essential product features.
� By analysing the view points of respondents, 3.6 per cent of them were found
to be in strongly agreed with the statement, 9.2 per cent of them were agreed
with the statement, and the remaining 87.2 per cent of them disagreed with the
statement that the durable products of reputed brands do not need advertising.
This study also reveals that majority of the respondents said that the durable
products of reputed brands need advertising.
� By analysing the view points of respondents, 63.3 per cent of them were found
to be in strongly agreed with the statement and the remaining 36.7 per cent of
them agreed with the statement that advertisements are one of the reasons for
creating brand preference in their mind. This study also reveals that all of the
respondents agreed that advertisements are one of the reasons for creating
brand preference in their mind.
Hypothesis Findings
Ho: There is no significant difference in average attitude toward advertising for
different groups within demographic categories.
The study reveals that mean scores of different demographic categories of age,
region, education, occupation and income are significantly different at 95% level of
confidence (p<0.05). Mean scores of different categories within gender are
significantly different at 90% level of confidence (p<0.10). The relationships of these
six demographic variables are significant. Thus we can accept the alternative
hypothesis that there is significant difference in average attitude toward advertising
for different groups within demographic categories.
Ho: There is no significant difference between sources of knowledge of different
brands of consumer durables across age groups of the respondents.
In the output table of ANOVA test, the asymmetric significance is found to be
.040, which is smaller than the cut off value of .05. This indicates that at a confidence
level of 95%, the ANOVA test proves that the hypothesis is significant. So our null
hypothesis is rejected. Therefore we conclude that, there is a significant difference
among the mean ratings given by the five age groups of the respondents related to the
source of knowledge about different brands of consumer durables
Ho: There is no significant difference between male and female respondents
regarding sources of knowledge of different brands of consumer durables.
From the output of Mann-Whitney Rank Sum (U) Test, asymmetric
significance of U – test is found to be .001, which is less than the cut off value of .05.
This indicates that at a confidence level of 95 %, the U – test proves that the sources
of knowledge about different brands of consumer durable of male and female
respondents are significant. So the null hypothesis is rejected. Hence there is
significant difference exists between the mean ranking given to male and female
consumers related to their source of knowledge about different brands of consumer
durables.
Ho: There is no significant difference between sources of knowledge of different
brands of consumer durables across different regions of the respondents.
From the ANOVA test, the asymmetric significance is found to be .000, which
is smaller than the cut off value of .05. This indicates that at a confidence level of
95%, the ANOVA test proves that the hypothesis is significant. So our null hypothesis
is rejected. Therefore, there is significant difference among the mean ratings given by
the regions (Rural, Semi-urban and Urban) of the respondents related to the source of
knowledge about different brands of consumer durables.
Ho: There is no significant difference between sources of knowledge of different
brands of consumer durables across educational levels of the respondent.
The output shows that the significance of the Kruskal – Wallis test is .000,
from t he last row titled “asymmetric significance”. This is the ‘p’ value, and is less
than the level of .05, we had set. Therefore we have to reject the null hypothesis at a
significance level of 5%. Thus we conclude that the difference between the source of
knowledge about different brands of consumer durables with respect to their
educational qualifications.
Ho: There is no significant difference between employed and unemployed
respondents regarding sources of knowledge of different brands of consumer
durables.
From the output of Mann-Whitney Rank Sum (U) Test, asymmetric
significance of U – test is found to be .077, which is greater than the cut off value of
.05. This indicates that at a confidence level of 95 %, the U – test proves that the
sources of knowledge about different brands of consumer durable of employed and
unemployed respondents are not significant. So the null hypothesis is accepted. Hence
there is no significant difference exists between the mean ranking given to employed
and unemployed consumers related to their source of knowledge about different
brands of consumer durables.
Ho: There is no significant difference between sources of knowledge of different
brands of consumer durables across income groups of the respondents.
The output shows that the significance of the Kruskal – Wallis test is .000,
from the last row titled “asymmetric significance”. This is the ‘p’ value, and is less
than the level of .05, we had set. Therefore we have to reject the null hypothesis at a
significance level of 5%. Thus we conclude that the difference between the source of
knowledge about different brands of consumer durables with respect to their income
levels.
Ho: The Region of people does not affect the possession of consumer durables.
In the output of ANOVA test for television, the asymmetric significance is
found to be .148, which is greater than the cut off value of .05. This indicates that at a
confidence level of 95%, the ANOVA test proves that the hypothesis is not
significant. So our null hypothesis is accepted. The Region of people does not affect
the possession of Television sets.
In the output of ANOVA test for refrigerator, the asymmetric significance is
found to be .000, which is lesser than the cut off value of .05. This indicates that at a
confidence level of 95%, the ANOVA test proves that the hypothesis is significant. So
our null hypothesis is rejected. The Region of people affects the possession of
Refrigerators.
In the output of ANOVA test for washing machine, the asymmetric
significance is found to be .000, which is lesser than the cut off value of .05. This
indicates that at a confidence level of 95%, the ANOVA test proves that the
hypothesis is significant. So our null hypothesis is rejected. The Region of people
affects the possession of Washing machines.
In the output of ANOVA test for mixer grinder, the asymmetric significance is
found to be .368, which is greater than the cut off value of .05. This indicates that at a
confidence level of 95%, the ANOVA test proves that the hypothesis is not
significant. So our null hypothesis is accepted. The Region of people does not affect
the possession of Mixer grinders.
In the output of ANOVA test for induction cooker, the asymmetric
significance is found to be .040, which is lesser than the cut off value of .05. This
indicates that at a confidence level of 95%, the ANOVA test proves that the
hypothesis is significant. So our null hypothesis is rejected. The Region of people
affects the possession of Induction Cookers.
Ho: The level of Education of people does not affect the possession of consumer
durables.
In the output of ANOVA test for television, the asymmetric significance is
found to be .128, which is greater than the cut off value of .05. This indicates that at a
confidence level of 95%, the ANOVA test proves that the hypothesis is not
significant. So our null hypothesis is accepted. The level of Education of people does
not affect the possession of Television sets.
In the output of ANOVA test for refrigerator, the asymmetric significance is
found to be .000, which is lesser than the cut off value of .05. This indicates that at a
confidence level of 95%, the ANOVA test proves that the hypothesis is significant. So
our null hypothesis is rejected. The level of Education of people affects the possession
of Refrigerators.
In the output of ANOVA test for washing machine, the asymmetric
significance is found to be .000, which is lesser than the cut off value of .05. This
indicates that at a confidence level of 95%, the ANOVA test proves that the
hypothesis is significant. So our null hypothesis is rejected. The level of Education of
people affects the possession of Washing machines.
In the output of ANOVA test for mixer grinder, the asymmetric significance is
found to be .425, which is greater than the cut off value of .05. This indicates that at a
confidence level of 95%, the ANOVA test proves that the hypothesis is not
significant. So our null hypothesis is accepted. The level of Education of people does
not affect the possession of Mixer grinders.
In the output of ANOVA test for induction cooker, the asymmetric
significance is found to be .000, which is lesser than the cut off value of .05. This
indicates that at a confidence level of 95%, the ANOVA test proves that the
hypothesis is significant. So our null hypothesis is rejected. The levels of Education of
people affect the possession of Induction Cookers.
Ho: Possession of consumer durables remains the same irrespective of
Employment status.
In the output of ANOVA test for television, the asymmetric significance is
found to be .087, which is greater than the cut off value of .05. This indicates that at a
confidence level of 95%, the ANOVA test proves that the hypothesis is not
significant. So our null hypothesis is accepted. The Employment status of people does
not affect the possession of Television sets.
In the output of ANOVA test for refrigerator, the asymmetric significance is
found to be .005, which is lesser than the cut off value of .05. This indicates that at a
confidence level of 95%, the ANOVA test proves that the hypothesis is significant. So
our null hypothesis is rejected. The Employment status of people affects the
possession of Refrigerators.
In the output of ANOVA test for washing machine, the asymmetric
significance is found to be .017, which is lesser than the cut off value of .05. This
indicates that at a confidence level of 95%, the ANOVA test proves that the
hypothesis is significant. So our null hypothesis is rejected. The Employment status of
people affects the possession of Washing machines.
In the output of ANOVA test for mixer grinder, the asymmetric significance is
found to be .267, which is greater than the cut off value of .05. This indicates that at a
confidence level of 95%, the ANOVA test proves that the hypothesis is not
significant. So our null hypothesis is accepted. The Employment status of people does
not affect the possession of Mixer grinders.
In the output of ANOVA test for induction cooker, the asymmetric
significance is found to be .000, which is lesser than the cut off value of .05. This
indicates that at a confidence level of 95%, the ANOVA test proves that the
hypothesis is significant. So our null hypothesis is rejected. The Employment status of
people affects the possession of Induction Cookers.
Ho: The Income of people does not affect the possession of consumer durables.
In the output of ANOVA test for television the asymmetric significance is
found to be .266, which is greater than the cut off value of .05. This indicates that at a
confidence level of 95%, the ANOVA test proves that the hypothesis is not
significant. So our null hypothesis is accepted. The Income level of people does not
affect the possession of Television sets.
In the output of ANOVA test for refrigerator, the asymmetric significance is
found to be .000, which is lesser than the cut off value of .05. This indicates that at a
confidence level of 95%, the ANOVA test proves that the hypothesis is significant. So
our null hypothesis is rejected. The Income level of people affects the possession of
Refrigerators.
In the output of ANOVA test for washing machine, the asymmetric
significance is found to be .000, which is lesser than the cut off value of .05. This
indicates that at a confidence level of 95%, the ANOVA test proves that the
hypothesis is significant. So our null hypothesis is rejected. The Income level of
people affects the possession of Washing machines.
In the output of ANOVA test for mixer grinder, the asymmetric significance is
found to be .763, which is greater than the cut off value of .05. This indicates that at a
confidence level of 95%, the ANOVA test proves that the hypothesis is not
significant. So our null hypothesis is accepted. The Income level of people does not
affect the possession of Mixer grinders.
In the output of ANOVA test for induction cooker, the asymmetric
significance is found to be .000, which is lesser than the cut off value of .05. This
indicates that at a confidence level of 95%, the ANOVA test proves that the
hypothesis is significant. So our null hypothesis is rejected. The Income level of
people affects the possession of Induction Cookers.
Ho: There is no significant relationship between the age of the respondents and
the most effective media for the advertising of consumer durables.
From the Chi-Square Test it is found that the p value is .000 lower than the
commonly accepted level of .05. So we can reject the null hypothesis. Thus there is
significant relation between age and the most effective media for the advertising of
consumer durables.
Ho: There is no significant relationship between the gender of the respondents
and the most effective media for the advertising of consumer durables.
From the Chi-Square Test it is found that the p value is .000 lower than the
commonly accepted level of .05. So we can reject the null hypothesis. In other words,
there is significant relation between gender and the most effective media for the
advertising of consumer durables.
Ho: There is no significant relationship between the region of the respondents
and the most effective media for the advertising of consumer durables.
From the Chi-Square Test it is found that the p value is .000 lower than the
commonly accepted level of .05. So we can reject the null hypothesis. In other words,
there is significant relation between area and the most effective media for the
advertising of consumer durables.
Ho: There is no significant relationship between the education of the
respondents and the most effective media for the advertising of consumer
durables.
From the Chi-Square Test it is found that the p value is .000 lower than the
commonly accepted level of .05. So we can reject the null hypothesis. In other words,
there is significant relation between education and the most effective media for the
advertising of consumer durables.
Ho: There is no significant relationship between the employment status of the
respondents and the most effective media for the advertising of consumer
durables.
From the Chi-Square Test it is found that the p value is .000 lower than the
commonly accepted level of .05. So we can reject the null hypothesis. In other words,
there is significant relation between education and the most effective media for the
advertising of consumer durables.
Ho: There is no significant relationship between the income of the respondents
and the most effective media for the advertising of consumer durables.
From the Chi-Square Test it is found that the p value is .000 lower than the
commonly accepted level of .05. So we can reject the null hypothesis. In other words,
there is significant relation between income and the most effective media for the
advertising of consumer durables.
Ho: The rankings of the respondents regarding the features which are
considered to be the influencing factor in brand preference of consumer
durables does not differ.
From the Chi-Square Test it is found that the p value is .000 lower than the
commonly accepted level of .05. It is clear that ranking of the respondents regarding
the factors which are considered to be an influencing factor in the brand preference of
consumer durables differs at 5 % level of significance. Hence, the hypothesis is
rejected and the alternative hypothesis accepted i.e. “The rankings of the respondents
regarding the features which are considered to be the influencing factor in brand
preference of consumer durables differ”.
H0: There is no association between age of the respondents and the television
brands preferred by them.
From the Chi-Square Test it is found that the p value is .000 lower than the
commonly accepted level of .05. So we can reject the null hypothesis at a confidence
level of 95 %. In other words, there is significant relation between age and brand
preference of television.
Ho: There is no association between gender of the respondents and the
television brands preferred by them.
From the output of Chi-Square Test, Asymmetric Significance of value is
found to be .000, which is less than the cut off value of .05. So our null hypothesis is
rejected at a confidence level of 95%. Thus we conclude that there is significant
relationship existing among the gender and the preferred brands of television sets.
Ho: There is no association between region of the respondents and the television
brands preferred by them.
From the output of Chi-Square Test, Asymmetric Significance of value is
found to be .000, which is less than the cut off value of .05. So our null hypothesis is
rejected at a confidence level of 95%. Thus we conclude that in this case there is a
significant relationship existing among the region and the preferred brands of
television sets.
Ho: There is no association between education of the respondents and the
television brands preferred by them.
From the output of Chi-Square Test, Asymmetric Significance of value is
found to be .000, which is less than the cut off value of .05. So our null hypothesis is
rejected at a confidence level of 95%.Thus we conclude that in this case there is a
significant relationship existing among the education and the preferred brands of
television sets.
H0: There is no association between employment status of the respondents and
the television brands preferred by them.
From the output of Chi-Square Test, Asymmetric Significance of value is
found to be .000, which is less than the cut off value of .05. So our null hypothesis is
rejected at a confidence level of 95%. Thus we conclude that in this case there is a
significant relationship existing among the employment status and the preferred
brands of television sets.
Ho: There is no association between income of the respondents and the television
brands preferred by them.
From the output of Chi-Square Test, Asymmetric Significance of value is
found to be .000, which is less than the cut off value of .05. So our null hypothesis is
rejected at a confidence level of 95%. Thus we conclude that in this case there is a
significant relationship existing among the income and the preferred brands of
television sets.
Ho: There is no association between age of the respondents and the refrigerator
brands preferred by them.
From the output of Chi-Square Test, Asymmetric Significance of value is
found to be .000, which is less than the cut off value of .05. So our null hypothesis is
rejected at a confidence level of 95%. Thus we conclude that in this case there is a
significant relationship existing among the age and the preferred brands of
refrigerator.
Ho: There is no association between gender of the respondents and the
refrigerator brands preferred by them.
From the output of Chi-Square test, the significance of this test is found to be
.001 (Pearson). This indicates that at a confidence level of 95 %, the Chi- Square test
proves that the hypothesis is significant. Hence, there is a crucial relationship between
the gender and brand preference of refrigerator.
Ho: There is no association between Region of the respondents and the
refrigerator brands preferred by them.
From the output of Chi-Square Test, Asymmetric Significance of value is
found to be .000, which is less than the cut off value of .05. So our null hypothesis is
rejected at a confidence level of 95%. Thus we conclude that in this case there is a
significant relationship existing among the region and the preferred brands of
refrigerator.
Ho: There is no association between education of the respondents and the
refrigerator brands preferred by them.
From the output of Chi-Square Test, Asymmetric Significance of value is
found to be .000, which is less than the cut off value of .05. So our null hypothesis is
rejected at a confidence level of 95%. Thus we conclude that in this case there is a
significant relationship existing among the education and the preferred brands of
refrigerator.
Ho: There is no association between Employment status of the respondents and
the refrigerator brands preferred by them.
From the output of Chi-Square Test, Asymmetric Significance of value is
found to be .000, which is less than the cut off value of .05. So our null hypothesis is
rejected at a confidence level of 95%. Thus we conclude that in this case there is a
significant relationship existing among the employment status and the preferred
brands of refrigerator.
Ho: There is no association between Income of the respondents and the
refrigerator brands preferred by them.
From the output of Chi-Square Test, Asymmetric Significance of value is
found to be .000, which is less than the cut off value of .05. So our null hypothesis is
rejected at a confidence level of 95%. Thus we conclude that in this case there is a
significant relationship existing among the income and the preferred brands of
refrigerator.
Ho: There is no association between Age of the respondents and the washing
machine brands preferred by them.
From the Chi-Square Test, Asymmetric Significance of value is found to be
.000, which is less than the cut off value of .05. So our null hypothesis is rejected at a
confidence level of 95%. Thus we conclude that in this case there is a significant
relationship existing among the age and the preferred brands of washing machine.
Ho: There is no association between gender of the respondents and the washing
machine brands preferred by them.
From the Chi-Square Test, Asymmetric Significance of value is found to be
.000, which is less than the cut off value of .05. So our null hypothesis is rejected at a
confidence level of 95%. Thus we conclude that in this case there is a significant
relationship existing among the gender and the preferred brands of washing machine.
Ho: There is no association between region of the respondents and the washing
machine brands preferred by them.
From the Chi-Square Test, Asymmetric Significance of value is found to be
.000, which is less than the cut off value of .05. So our null hypothesis is rejected at a
confidence level of 95%. Thus we conclude that in this case there is a significant
relationship existing among the region and the preferred brands of washing machine.
Ho: There is no association between education of the respondents and the
washing machine brands preferred by them.
From the Chi-Square Test, Asymmetric Significance of value is found to be
.000, which is less than the cut off value of .05. So our null hypothesis is rejected at a
confidence level of 95%. Thus we conclude that in this case there is a significant
relationship existing among the education and the preferred brands of washing
machine.
Ho: There is no association between employment status of the respondents and
the washing machine brands preferred by them.
From the Chi-Square Test, Asymmetric Significance of value is found to be
.000, which is less than the cut off value of .05. So our null hypothesis is rejected at a
confidence level of 95%. Thus we conclude that in this case there is a significant
relationship existing among the employment status and the preferred brands of
washing machine.
Ho: There is no association between income of the respondents and the washing
machine brands preferred by them.
From the Chi-Square Test, Asymmetric Significance of value is found to be
.000, which is less than the cut off value of .05. So our null hypothesis is rejected at a
confidence level of 95%. Thus we conclude that in this case there is a significant
relationship existing among the income of the respondent and the preferred brands of
washing machine.
Ho: There is no association between Age of the respondents and the mixer
grinder brands preferred by them.
From the Chi-Square Test, Asymmetric Significance of value is found to be
.000, which is less than the cut off value of .05. So our null hypothesis is rejected at a
confidence level of 95%. Thus we conclude that in this case there is a significant
relationship existing among the age and the preferred brands of Mixer grinder.
Ho: There is no association between gender of the respondents and the Mixer
grinder brands preferred by them.
From the Chi-Square Test, Asymmetric Significance of value is found to be
.000, which is less than the cut off value of .05. So our null hypothesis is rejected at a
confidence level of 95%. Thus we conclude that in this case there is a significant
relationship existing among the gender and the preferred brands of Mixer grinder.
Ho: There is no association between region of the respondents and the Mixer
grinder brands preferred by them.
From the Chi-Square Test, Asymmetric Significance of value is found to be
.000, which is less than the cut off value of .05. So our null hypothesis is rejected at a
confidence level of 95%. Thus we conclude that in this case there is a significant
relationship existing among the region and the preferred brands of Mixer grinder.
Ho: There is no association between education of the respondents and the Mixer
grinder brands preferred by them.
From the Chi-Square Test, Asymmetric Significance of value is found to be
.000, which is less than the cut off value of .05. So our null hypothesis is rejected at a
confidence level of 95%. Thus we conclude that in this case there is a significant
relationship existing among the education and the preferred brands of Mixer grinder.
Ho: There is no association between employment status of the respondents and
the Mixer grinder brands preferred by them.
From the Chi-Square Test, Asymmetric Significance of value is found to be
.000, which is less than the cut off value of .05. So our null hypothesis is rejected at a
confidence level of 95%. Thus we conclude that in this case there is a significant
relationship existing among the employment status and the preferred brands of Mixer
grinder.
Ho: There is no association between income of the respondents and the Mixer
grinder brands preferred by them.
From the Chi-Square Test, Asymmetric Significance of value is found to be
.000, which is less than the cut off value of .05. So our null hypothesis is rejected at a
confidence level of 95%. Thus we conclude that in this case there is a significant
relationship existing among the income of the respondent and the preferred brands of
Mixer grinder.
Ho: There is no association between Age of the respondents and the Induction
Cooker brands preferred by them.
From the Chi-Square Test, Asymmetric Significance of value is found to be
.000, which is less than the cut off value of .05. So our null hypothesis is rejected at a
confidence level of 95%. Thus we conclude that in this case there is a significant
relationship existing among the age and the preferred brands of Induction Cooker.
Ho: There is no association between gender of the respondents and the Induction
Cooker brands preferred by them.
From the Chi-Square Test, Asymmetric Significance of value is found to be
.000, which is less than the cut off value of .05. So our null hypothesis is rejected at a
confidence level of 95%. Thus we conclude that in this case there is a significant
relationship existing among the gender and the preferred brands of Induction Cooker.
Ho: There is no association between region of the respondents and the Induction
Cooker brands preferred by them.
From the Chi-Square Test, Asymmetric Significance of value is found to be
.000, which is less than the cut off value of .05. So our null hypothesis is rejected at a
confidence level of 95%. Thus we conclude that in this case there is a significant
relationship existing among the region and the preferred brands of Induction Cooker.
Ho: There is no association between education of the respondents and the
Induction Cooker brands preferred by them.
From the Chi-Square Test, Asymmetric Significance of value is found to be
.000, which is less than the cut off value of .05. So our null hypothesis is rejected at a
confidence level of 95%. Thus we conclude that in this case there is a significant
relationship existing among the education and the preferred brands of Induction
Cooker.
Ho: There is no association between employment status of the respondents and
the Induction Cooker brands preferred by them.
From the Chi-Square Test, Asymmetric Significance of value is found to be
.000, which is less than the cut off value of .05. So our null hypothesis is rejected at a
confidence level of 95%. Thus we conclude that in this case there is a significant
relationship existing among the employment status and the preferred brands of
Induction Cooker.
Ho: There is no association between income of the respondents and the Induction
Cooker brands preferred by them.
From the Chi-Square Test, Asymmetric Significance of value is found to be
.000, which is less than the cut off value of .05. So our null hypothesis is rejected at a
confidence level of 95%. Thus we conclude that in this case there is a significant
relationship existing among the income of the respondent and the preferred brands of
Induction Cooker.
The impacts of advertising on brand preference of consumer durables are
independent of demographic variables.
H1- The impact of advertising on brand preference of consumer durables are
independent of age.
The F-value is 11.029 and the corresponding p-value is <0.000. Therefore we
can reject the hypothesis and conclude that the impacts of advertising on brand
preferences of consumer durables are dependent on age. The resulted will be reported
as: There is a significant difference in the impact of advertising on brand preferences
of consumer durables across age groups, F (1,898) = 11.029, p<0.000.
H2- The impact of advertising on brand preference of consumer durables are
independent of gender.
The F-value is 0.246 which is insignificant as p=0.620. Therefore we accept
the hypothesis and conclude that the impacts of advertising on brand preferences of
consumer durables are independent of gender. The resulted will be reported as: There
is no difference in the impact of advertising on brand preferences of consumer
durables across genders, F (1,898) = 0.352, p= 0.553.
H3- The impact of advertising on brand preference of consumer durables are
independent of region.
The F-value is 4.727 which is insignificant as p=.030. Therefore we reject the
hypothesis and conclude that the impacts of advertising on brand preferences of
consumer durables are dependent on region. The resulted will be reported as: There is
difference in the impact of advertising on brand preferences of consumer durables
across regions, F (1,898) = 4.727, p= 0.030.
H4- The impact of advertising on brand preference of consumer durables are
independent of education.
The F-value is 4.867 and the corresponding p-value is <0.028. Therefore we
can reject the hypothesis and conclude that the impacts of advertising on brand
preferences of consumer durables are dependent on education. The resulted will be
reported as: There is a significant difference in the impact of advertising on brand
preferences of consumer durables across education level, F (1,898) = 4.867, p<0.028.
H5- The impact of advertising on brand preference of consumer durables are
independent of employment status.
The F-value is 42.954 and the corresponding p-value is <0.000. Therefore we
can reject the hypothesis and conclude that the impacts of advertising on brand
preferences of consumer durables are dependent on employment status. The resulted
will be reported as: There is a significant difference in the impact of advertising on
brand preferences of consumer durables across employment status, F (1,898) =
42.954, p<0.000.
H6- The impact of advertising on brand preference of consumer durables are
independent of income groups.
The F-value is 5.081 and the corresponding p-value is <0.024. Therefore we
can reject the hypothesis and conclude that the impacts of advertising on brand
preferences of consumer durables are dependent on income groups. The resulted will
be reported as: There is a significant difference in the impact of advertising on brand
preferences of consumer durables across income groups, F (1,898) = 5.081, p<0.024.
It is clear from the above findings that advertising and consumer behaviour are
strongly correlated. Advertisements have significant influence on the behaviour of
consumers and their brand preference. The test results of various hypotheses are
evident factors. Conclusions, suggestions and recommendations based on these
findings of the study are sought to be set forth in the following chapter.