CHAPTER-V RESULTS AND CONCLUSION In this chapter, the findings, recommendations and conclusion of the study based on a sample of 500 customers and 50 retailers is presented. Findings The findings of the study are summarized and presented below. Personal profile of the respondents Majority (57.6%) of the respondents are male. Majority (52.8%) of the respondents belong to the age group of 45 years to 65 years. Most (47.4%) of the respondents fall under the category Professional Qualification. Most 36.8% of the respondents belong to the category of Private Sector Employee. Majority (90.6%) of the respondents were married. Majority (60.8%) of the respondents belong to Joint Family. Most(45.4%) of the respondents have one earning member in their family. Most (47.8%) of the respondents family is having 2 childrens. Most (41.0%)of the respondents family monthly income is 30,000 and above. Objective 1: Awareness level of customers about select brands of home appliances. Result of descriptive analysis Majority 65.4% of the respondents have high level of awareness towards Godrej when compared to other brands of home appliances. 204
Majority of the respondents of the study have high level of awareness towards Godrej on all the products selected for the study. Majority(68.8%) of the respondents have very high level of awareness on the models manufactured by Godrej Majority of 93.4% are aware of the colours available in Godrej and maximum of 43.2% of the respondents are not aware of the colours available in Videocon. Most (47.8%) of the respondents aware of the home appliances through advertisements. Most(32.6%) of the respondents aware of various brands of home appliances products through the media television sets. Results of Chi-Square Analysis The educational level, type of family, number of earning members and family monthly income of the respondents have significant influence on the source of awareness about the colours available in the brands of home appliances. The gender and type of family of the respondents have significant influence on the media of advertisement. Results of average score analysis The respondents irrespective of their personal classifications have high level of awareness towards Godrej when compared to the other brands of Home Appliances. The respondents irrespective of their personal classifications have high level of awareness about the models available in the Godrej when compared to the other brands of Home Appliances. 205
Analysis of variance (ANOVA) There is significant difference in the personal classification of the respondents in respect of educational level, occupational status and family monthly income on the level of awareness about the brands of home appliance. There is significant difference in the personal classification of the respondents in respect of educational level, occupational status and family monthly income on the level of awareness about the models available in the brands of home appliance. Objective 2: Factors that influence the customers in the selection of brand Results of descriptive analysis Majority( 49%) of the respondents purchase air conditioners of LG brands, (45%)of the respondents purchase microwave oven of LG brands, (48%) of the respondents purchase refrigerators of LG brands, (48.2%) of the respondents purchase television sets of LG brands and (39.6%) of the respondents purchase washing machine of LG brands. Majority(71.0%) of the respondents have purchased the home appliances through dealers/retailers. Majority(67.6%)of the respondents purchase home appliance products by making cash payment. Among the various factors considered, the majority of the respondents considered quality as the important influencing factor in the purchase decision relating to home appliances. Majority (59.6%) of the respondents are using the home appliance products for 5 years and above. Majority(69.8%) of the respondents are influenced to buy such brands of home appliance products. 206
Majority(53.0%) of the respondents are very highly influenced by the spouse in purchase of the home appliance products. Results of chi-square analysis The gender, educational level, occupational status, marital status, type of family, number of earning members, number of children and family monthly income of the respondents have significant influence on the source of purchase of home appliance.. The age group(years),educational level, occupational status, type of family, number of earning members, number of children and family monthly income of the respondents have significant influence on the mode of payment. Results of average rank analysis The respondents opined that the quality is the factor influence their purchase decision when compared to the other factor considered. Results of average score analysis The respondents irrespective of their personal classifications have very high level extent of influence by the spouse to buy the such brands of home appliances. Analysis of variance(anova) There is significant difference in the personal classification of the respondents in respect of type of family and family monthly income on the brands of home appliance products purchased by the respondents. There is significant difference in the personal classification of the respondents in respect of marital status, number of earning members in the family and family monthly income on the Influencer to buy and the extent of influencing. 207
Objective:3 Customers opinion and preference about brands of home appliances Results of descriptive analysis Majority(66.6%) of the respondents are of the opinion that the brands of home appliances products they are using is very good maximum of 225(45%) of the respondents opined that there is a very high power saving in Godrej brand of home appliances when compared to other brands. The maximum of 215( 43%) of the respondents are having very high opinion regarding the models available in Godrej brand of home appliances. When compared to other brands. Majority (82.6%) of the respondents are not having any idea of switching over to other brands of home appliances. Among the various brands of home appliances, the majority of the respondents given high preference to LG brand to be preferred in future. Majority(86.8%) of the respondents are opined that the brand they are using is superior than other brands of home appliances. Majority(72.8%) of the respondents opined that the brands they are using is superior than other brands in quality. Majority (93.8%) of the respondents expectations are fulfilled by the brand which they use. Majority(72.6%)of the respondents are opined that their expectations are fulfilled to very high extent. Among the various important features, majority of the respondents considered good quality as an important feature of home appliances. Majority (90.8%) of the respondents suggested their brands to others. Most (45.7%) of the respondents are not willing to suggest their brands because they given decision option to others. 208
Majority (84.2%) of the respondents says that they do not have any problems in the usage of the home appliances. Most(38.0%) of the respondents said that they have the problem of high power consumption. Majority(96.2%) of the respondents have complained to the concerned authorities. Most(36.7%) of the respondents felt that the response of authorities is good. Agreeability Most (48.2%) of the respondents strongly agree to the statements The Price play an important role in purchasing Home Appliances. Results of chi-square analysis The educational level, occupational status, type of family and family monthly income of the respondents have significant influence on the superior to other brands. The Family monthly income of the respondents have significant influence on the reasons for superiority. All the personal factors is not having any significant influence on the nature of problems. Results of average rank analysis The respondents irrespective of their personal classifications given top priority to Samsung brands of home appliances to be preferred in future. The respondents irrespective of their personal classifications have given top priority to good quality as the important features considered by the respondents. 209
Results of average score analysis The respondents irrespective of their personal classifications have very high opinion regarding the power saving by the Godrej brand of home appliances. The respondents irrespective of their personal classifications have very high opinion regarding the models by the Godrej brand of home appliances. Analysis of variance(anova) There is significant difference in the personal classification of the respondents in respect of educational level, occupational status and family monthly income on the opinion of the respondents regarding power saving. There is significant difference in the personal classification of the respondents in respect of occupational status number of earning members in the family and family monthly income on the opinion of the respondents regarding the availability of the models. Objective:4 Customer satisfaction towards the use of home appliances Results of descriptive analysis Maximum of 236(47.2%)of the respondents are very highly satisfied with the quality when compared to other factors. Most (31.4%) are having very high satisfaction towards easy availability of home appliances. Results of average score analysis The respondents irrespective of their personal classifications have very high satisfaction towards the quality of home appliances they purchased. The respondents irrespective of their personal classifications have strongly agreed towards the quality of the home appliance is up to the expectation of customers when compared to the other statements in purchasing various brands of home appliance. 210
Results of analysis of variance(anova) There is no significant difference in the personal classification of the respondents on the level of satisfaction of the respondents. There is significant difference in the personal classification of the respondents in respect of gender on the level of satisfaction of the respondents regarding the various aspects and the services provided by the suppliers. Results of factor analysis The factors relating to satisfaction on home appliances can be divided into five components as below: Group1: Preference related factors Convenience Power Saving Brand Name Others The important being brand name(0.873) Group 2:Offer related factors Colour Special Offers Discounts The important being colour (0.854) Group 3 : Product related factors Quality Price Home Delivery The important being quality(0.866) Group 4:More features More Features (0.934) 211
Group 5 :After sales service After Sales Service(0.932) The aspects and services considered divided into 1 component as below: Group1: Product and service related factors Easy Availability More Models More Colours Door Delivery Friendliness Quick After Sales Service Neat Demo The important being friendliness (0.876) The statements relating to satisfaction on home appliances can be divided into three components as below: Group1: Product related factors The price play an important role in purchasing home appliance The quality play significant role in purchase of home appliance There is no problem in the availability of home appliance in the market Varieties of models of home appliance are available Home appliances are available in different colours The functioning of home appliances are up to the expectations of customers The handling and maintenance of home appliances is always good 212
The important being the quality play significant role in purchase of home appliances(0.865) Group 2:Retailers related factors The electricity consumption for the use of home appliances is reasonable Retailers attend the complaints properly Retailers give proper information and details during the purchase The salesmanship in retail shops of home appliances is good Customers are well treated by the retailers All retailers provide home delivery. The important being all retailers provide home delivery (0.811) Group 3 : Service and offer related factors After sales service is good Retailers provide attractive offer The important being retailers provide attractive offer(0.885) The statements relating to satisfaction on home appliances can be divided into four components as below: Group1: Retailers related factors After sales service is good Retailers provide attractive offer Retailers attend the complaints properly Retailers give proper information and details during the purchase The salesmanship in retail shops of home appliances is good 213
Customers are well treated by the retailers All retailers provide home delivery. The important being the salesmanship in retail shops of home appliances is good(0.846) Group 2:Product functioning related factors Home appliances are available in different colours The functioning of home appliances are up to the expectations of customers The handling and maintenance of home appliances is always good The electricity consumption for the use of home appliances is reasonable The important being the handling and maintenance of home appliances is always good (0.907) Group 3 : Product features related factors The price play an important role in purchasing home appliance The quality play significant role in purchase of home appliance The important being the price play an important role in purchasing home appliances (0.916) Group 4:Product availability related factors There is no problem in the availability of home appliance in the market Varieties of models of home appliance are available 214
The important being there is no problem in the availability of home appliance in the market(0.859) Objective:5 To study the dealers perception towards marketing of the select brands of home appliances Results of descriptive analysis Majority(50%) of the retailers are sole traders. Most (48%) of the retailers sources of finance is borrowed fund. Majority (58.3%) of the retailers borrowed fund from banks. Majority(60% ) of the retailers have 3 employees in their organization. Majority(60%) of the retailers are dealing with the home appliances business and have experience of an 2 years-3 years. Majority(100%) the retailers deal with the brand LG, Samsung, Videocon and Whirlpool. Majority (86%) of the retailers allow both cash and credit mode of payment. Majority(52%) of the retailers shop is having the customers of 20,000-30,000 income group people. Most (48%) of the retailers customers take 2 hours-3 hours of time to select brands. Majority (94%) of the retailers showroom is frequently visited for purchase of home appliances is by both male and female members. Among the various factors considered, the majority of the retailers said that quality is a factor which influenced the customers while choosing the brands of home appliances. Most(46%) of the retailers opined that their customers are very highly satisfied. 215
Majority(50%) of the retailers opined that their customers are very highly satisfied with their retailers service. Majority (78%) of the retailers have very cordial relationship with the customers. Majority (92%) of the retailers opined that Godrej price is low. Majority (74%) of the retailers opined that their customers are very highly satisfied regarding quality of home appliances. Majority(64%) of the retailers opined that their customers are very highly satisfied regarding easy availability and friendliness. Majority (76%) of the retailers opined that the LG brand of home appliance is demanded by customers. Most (44%) of the retailers opined that during festival seasons sales will be more. Majority (60%) of the retailers received complaints from their customers. Most (22%) of the retailers received frequent complaint regarding after sales service. Majority (98%) of the retailers give offers to their customers. Majority (96%) of the retailers are satisfied with the home appliance business. Majority (56.3%) of the retailers are satisfied with the home appliance business due to more sales Majority (100%) of the retailers are not satisfied with the home appliance business due to the frequent complaints received from their customers. Majority (76%) of the retailers have made complaints to the manufacturers. Majority (71%) of the retailers feel very good in response by the manufacturers for their complaints. Majority (54%) of the retailers are very highly satisfied with the commission paid to them for selling the home appliance. 216
Majority (94%) of the retailers strongly agree to the statements The Price play an important role in purchasing Home Appliances. Results of gap analysis There is significant difference between the level of satisfaction of customers and retailers on quality aspect only. It is also understood that the level of satisfaction of the customers on the various aspects is less than the level of satisfaction expected by the retailers. There is significant difference between the level of satisfaction of customers and retailers on door delivery services only. It is also understood that the level of satisfaction of the customers on the various aspects and services is less than the level of satisfaction expected by the retailers. There is significant difference between the level of agreeability of customers and retailers on the issue the price play an important role in purchasing home appliances, the quality play significant role in purchase of home appliance and retailers provide attractive offer. It is also understood that the level of agreeability of the customers on the various issues is less than the level of satisfaction expected by the retailers. Recommendations On the basis of results of the study, the following recommendations are made: 1. Awareness Creating awareness about the availability of the products is more important for consumers to make preference. The study reveals that the consumer awareness is low for some brands or models and hence it is recommended to the manufacturers of home appliances to take steps to create more awareness about their products. 217
2. Quality The study reveals that among other factors, quality is the major factor that has influenced the consumers in the purchase of home appliances. Thus, it is important that apart from brand name, price, availability of products, quality aspect need to be given priority. Hence, the manufacturers shall always focus on quality aspect and not to make a compromise on quality for want of more sales or profit. 3. Family Influence It is understood from the study that the decision of purchase of consumers is highly influenced by their family members. This sort of influence will always resort to change the preference of consumers. Hence, the manufacturers have to adopt promotional activities not only to persuade the consumers but also the individual family members who may belong to different age group. 4. Customer Satisfaction Customer Satisfaction is the prime output that is expected by the manufacturers and retailers in marketing of their products. The study revealed that the customers are satisfied with general performance of home appliances. However, it is necessary to know their satisfaction levels towards other aspects like after sales service, etc.,. Hence, manufacturers shall try to have the customer views on the above aspects and ensure satisfaction for the same. 5. Power consumption It is reported in the study that the power consumption is more in using home appliances. In view of high power tariff, the customers will be badly affected and as a result, it will appear as serious drawback. Hence, it 218
is suggested to the manufacturers to use appropriate technology so that this drawback can be rectified in manufacturing home appliances. 6. Demand increase The study reveals that more quantity of home appliances are demanded during festivals and special occasions. Also, the consumers prefer to go for replacement during the above season. Hence, it is suggested the manufacturers of home appliances to go for production of additional quantity. Also, they are expected to introduce more models with better innovations. 7. Price variations It is also observed in the study that there is a large variation in the price levels of home appliances between different brands. Though the price is determined by various factors like quality, superiority of materials used, etc., the consumers are not getting convinced with the variation. Hence, an attempt is to be made by the manufacturers to avoid price variations in general and have variations in specific cases if inevitable. 8. Feed back For marketing of any products, the continuous follow up of customers is required. This will help the manufacturers to have a long term relationship with the customers by bringing the required changes in the product as preferred by them. For this purpose, manufacturers of home appliances need to introduce the feed back system. 9. Motivation of retailers In the marketing of home appliances, retailers play crucial role as they contact, communicate and convince the consumers. In fact, popularizing the brand name is generally executed by the retailers. The 219
consumers get details about the products more from the retailers than other sources. This being the case, the manufacturers should ensure that retailers do not have complaints nor grievances that may affect the marketing of home appliances. A periodical meeting of retailers may be organized so that this will help addressing their grievances better. Conclusion Before going for purchase, the customer generally have oral consultation with their friends and relatives but decide about buying the required products with the help of experts.the manufacturers have to produce home appliances to suit the both low and high income groups of customers. The manufacturers should have technological tie-up and venture for improving qualitative appliances that will attract multi-range consumers to serve their purpose. Also the manufacturers should advice the retailers/dealers to give correct and relevant information about the genuineness of the dealership and brand to buyers before they make purchase. Exhibitions and exchange melas may be conducted more often and at a regular intervals to satisfy the old customers and to attract new customers. To ensure that the product finds a place in the minds of the consumers, the manufacturers should promote their product through sales promotional activities such as advertisement, free gifts and other schemes. If they do so, sales level will improve and the products will find a better place in the market. A company might adopt some price reduction strategy to maintain its position in the market and to satisfy the customers. Special offers for home appliances may also be provided to attract customers to buy them. Popularization for advocating the purchase of refrigerator, microwave oven, washing machine, etc., may be done to minimize the laborious work of women. This facilitates them to concentrate on other important activities. Consumer education is the most important thing and all concerned should give enough thought and action on it. This will also help the marketing of home appliances to a larger part of customers. 220