IOSR Journal of Business and Management (IOSR-JBM)

e-ISSN: 2278-487X, p-ISSN: 2319-7668. Volume 17, Issue 5.Ver. I (May. 2015), PP 28-34
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A Study of Consumer Attitude and Awareness towards Branded

Electrical Wire and Cable With Reference To Jalgaon City
Rahul Dasharath Mahajan 1, Dr. Kalpana Nandawar 2.
Ph.D. research scholars, North Maharashtra University, Jalgaon- 425001
Professor, moolji jetha college, Jalgaon 425001

Abstract: In current market scenario electrical wire and cable market is very competitive. Number of branded
as well as unbranded players is available in this competitive market. The current research is based on
consumer attitude and awareness towards branded electrical wire and cable. The objective of this paper is to
gauge the factors affecting purchase decision of consumers. Researcher has studied the consumer attitude and
awareness with sample size of 50 consumers of electrical wires and cable by conducting survey through
questionnaire in jalgaon. A study is based on primary sources of data which is collected by distribution of close
ended questionnaire.
Keywords: Electrical wire and cable market, Brand, consumer attitude, consumer awareness.

I.

Introduction

The rising aspiration of India and its people can be met only if our economy continues to grow at a fast
and sustained pace. The Rs. 15000 crore wire and cable industries in India is currently passing through a sea
change with frequent innovation in the new customer savvy design and quality (metal world research team,
2012). The industry has graduated from being dominated by unorganized sector players to the branded and
quality players with national repute. Although wire and cable industry in India is largely volume driven, quality
and technical parameters with reputed brands play a dynamic role in determining demand of various products.
Indian wires and cable market is primarily dependent on sales volume and involves huge quality and technical
specifications (metal world research team, 2012). The wire and cable market in India has come a long way, from
being a small industry to a very large one, over the past decade. The industry is mostly volume driven, although
it comes with a lot of technical and quality nuances. Over the last twenty years, the industry has shifted from
being an unorganized sector to an organized one, although 35% of the industry continues to be a part of the
unorganized sector. The market has been growing steadily, and according to recent research at Net scribes, it is
expected to touch INR 572 billion by the year 2018. The wire and cables industry predominantly provides
challenging opportunities in the field of manufacturing, supply chain, procurement, marketing and HR.
The wire and cables market in India comprised of nearly 40% of the electrical industry (metal world
research team, 2012). According to metal world research team, it is expected to double in size in the next five
years. The industry is growing at a compound annual growth rate of 15% as a result of growth in the power and
infrastructure segments. The Indian wire and cable industry is predominantly volume driven
The cable industry has clocked a growth of 16% in 2010-11 in kilometer terms as against 12% in 200910, reports IEEMA. However, with changing specifications, kilometers are not the sole metric to judge growth.
Though there has been a slight growth in value terms, it is largely due to increase in commodity prices.
In the power cables arena, the high voltage (HV) and extra high voltage (EHV) cable industry
witnessed growth mainly due to acceleration in implementation of ongoing projects in the pipeline. In addition
to this, demand for HV and EHV cables is steadily rising in densely populated metropolitan cities, where
installation of overhead transmission towers is expensive as well as hazardous.
IEEMA (Indian electrical and electronics manufacturers association) figures further indicate that in
2010-2011, the total production of low voltage (LV), PVC and cross-linked polyethylene (XLPE) power cables
was about 2.65 lakh km, both in the organized and unorganized sectors, amounting to an increase over the
previous year by 12.7%.
According to IEEM, In case of PVC and XLPE power cables (3.3 KV- 33KV), production was about
24,200 km, an increase over the previous year by 6.6%. About 1,000 km of power cables above 33KV were
produced in the same fiscal, registering a growth of about 33%. The estimated industry size for power cables is
`15,000 crore.
Wire and cable make up the delivery for electricity in our home. Running the main breaker panel or
fuse box to outlets, appliances and fixtures indoors and out, wire and cable must be sized and installed
appropriately to keep electricity running through our home. Electrical wire has obvious uses, such as the
delivery of power across country and through our home.
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A study of consumer attitude and awareness towards branded electrical wire and cable
While the terms wire and cable are often used interchangeably, technically wire is one electrical
conductor and cable is group of conductors, or wires encased in sheathing.
Due to increasing demand from retail consumers, on rapid urbanization and development of rural
markets this wire and cable market is growing very rapidly
Due respect to this growth, Consumer is the King of market and all the marketing activities of all the
business and industrial enterprises of today go around the preferences, perception and attitudes of consumers.
Wire and cable is technical product so this goods and services are produced to the technical specifications of
these needs and wants. Marketers have come to realize that no marketing efforts can be successful if the choices,
tastes and attitudes of consumers are not properly considered. Therefore, they lay stress upon marketing research
and study consumer attitude and awareness. Further, a buyer purchases a product because of certain physical,
social and economic forces creating a desire or a want for the product.
A decision to buy a product of daily use may be taken in few seconds while the decision to buy a
durable product is taken after critical study of many factors. According to recent survey by FICCI, Indias rapid
economic growth has set the stage for fundamental change among the countrys consumers. There is discernible
shift in consumer preference in favor of higher -end and technologically superior branded products.
The following paper is divided into six sections. Section 1 i.e. the present section gives the introduction
of the paper giving the contemporary position of wire and cable industry in India. Section 2 gives extensive
review of literature of studies done in India and overseas. Section 3 explains the conceptual framework of Indian
wires and cables industry and research objectives. Chapter 4 elaborates data and methodology used in paper to
achieve the objectives of the study. Section 5 exhibits analysis and interpretation of results derived from the
study. Section 6 concludes the paper.

II.

Review Of Literature:

In accordance with assorted definitions of brands, two approaches of defining a brand are derived. The
traditional one is a practical view which articulates a brand as a product identifier, including the source of the
product (Aaker, 1991). According to him, a brand is a distinguishing name and/or symbol which intended to
identify the goods, services of either one seller or group of sellers and to differentiate those goods or services
from those of competitors. Another approach, as holistic view, presents a brand as more than just the product
(Styles & Ambler, 1995). This defines brand as the promise of the bundles of attributes that someone buys
which provides satisfaction and attributes that make up a brand (Ambler, 1992). It is seen that brands describe
personality of the users with particular lifestyle. It also helps to convey a sense of belonging to a specific social
group (Murphy, 1990). He perceives brand not only as the actual product, but also the unique property of a
specific owner. It has been developed over time as a set of values and attributes which significantly differentiate
products of similar appearance. They also define that opinions of brand users have difference for identical
brands within a product category.
In order to develop effective marketing and communication strategies within and across national
boundaries, marketers need to understand varying attitudes and awareness of consumers towards brands.
One of the major components of brand knowledge is brand awareness, which is taken as the ability of a
potential buyer to recognize or recall that a brand is a member of a certain product category (Rossiter& Percy,
1987 and Aaker, 1991). It is created by an increase in the acquaintance of the brands through repeated exposure,
strong associations and consumption cues (Keller, 2003). Brand knowledge defined as brand information that
relates with the brand stored in a consumer memory. Brand knowledge can be categorized in two aspects: brand
awareness and brand image (Keller, 2004). Brand awareness is the strength of brand which is reflected by the
identification of that brand under several conditions. It is a combination of recognition and recall performance.
Brand image is consumers perception about the brand.
With this perspective the present study is a modest attempt to know the attitude& awareness of
consumers towards electrical wire and cable brands which would help marketers to understand the buying
behavior of consumers and to formulate an appropriate marketing strategy.
Conceptual framework and research objective:
At present, electrical market is also one of the leading segments of Indian economy. It is one of the
major sources of creating employment opportunities for India. The wire and cable market comprised of nearly
40% of electrical industry. The significance of wire and cable economy is Rs. 15000 crore and efficacy (metal
world research team, 2012). Rapid growth in metros, airports and other infrastructure projects, increasing
demand from retail consumers, on rapid urbanization and development of rural markets is expected to generate
huge demand for electric wires and cables market.
External demand: Currently, share of Indias exports in the global market is less than 1 percent. With
the electricity sector being a sunrise sector across the entire developing world, there exists a significant export

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A study of consumer attitude and awareness towards branded electrical wire and cable
potential for the domestic industry. Unavailability of branded products in remote Indian villages where demand
currently robust, immense opportunities awaits rooms from local players from unorganized sector.
The wire and cables industry predominantly provides challenging opportunities in the field of
manufacturing, supply chain, procurement, marketing and HR. The industry currently undergoing major change
and portends huge opportunities for upcoming professionals and will give them firsthand experience subject
like techno marketing, brand building, etc.
Due to rapid urbanization and development in India, to distribute electricity at every home is most
essential. As taking consideration of significance of electricity in every sector, wire and cable is requirement is
huge in every sector. It is technical product, so importance & awareness of this product is at very high extended.
The purpose of the study is to examine how brand awareness influences an outlook of the consumer
about various brands which leads to take purchase decision.
Objectives of the study are:
1. To study significance of influencer on consumer affecting purchase decision of branded wires and cables.
2. To observe consumer awareness& importance about different branded wires and cables available in jalgaon
market.
3. To study attitude of consumers in regards to brand of wire and cables.
Hypothesis of the study
1. There is significant difference between gender and their level of awareness about brands available in
electrical wire and cable.
2. There is significant relationship between economical factor and purchase of branded wire and cables.
3. Hired technical person for electrical work has influence on consumer while purchasing brand of electrical
wire

III.

Research Methodology

The present study is an exploratory in nature. The validity of any research is based on systematic
method of data collection and analysis of data collected. A different method of data collection was applied to
complete the survey work. A survey was conducted by a carefully developed questionnaire, to investigate the
brand awareness and attitude of the consumers towards selected brands of wire and cable existing in jalgaon.
The data is collected through primary data as well as secondary data. The study is based on data collected from
consumer of electrical wire and cable in jalgaon. Simple random techniques are used to select the respondent
from available data base. Accordingly the researcher has selected 50 consumers in study area. Regarding the
product selection most commonly products have been chosen as it was not possible to include the whole range
of wires and cables. Only electrical wire, flexible cable and three core flat cables have been selected.
Statistical tools
There are various statistical tools which are used in analyzing data. The following tools are used for
representing and analyzing data.
Data representation
Table
Percentage
Diagram
Charts
The data analyzed by using under mention techniques
Chi- square test.

IV.

Result and discussion

Awareness about branded electrical wire and cables

A survey was made among the respondents about their knowledge on various brands in electrical wire and cable
and result of that have been presented in the following table.
Sr no.
1.
2.

Awareness about
Wire and cable
Yes
No
Total

electrical

No. of respondent

Percentage

15
35
50

30%
70%
100%

Table no.1
Above table shows that out of 50 consumers only 30% are aware about the brands available in wires and
cables whereas 70 % are unaware.
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A study of consumer attitude and awareness towards branded electrical wire and cable

Figure no.1
Testing of hypothesis: There is significant difference between gender and their level of awareness about
brands available in electrical wire and cable
To test above hypothesis the researcher has used the chi- square test.
Observed frequency (Table no. 2)
Sr. no.

Awareness

1
2

Yes
No
Total

Gender
Male
12
22
34

Female
3
13
16

Total
15
35
50

Source: Primary data

Figure no.2
.
Chi square test (Table no.3)
O
12
3
22
13

E
10.2
4.8
23.8
11.2

(O-E)
1.8
-1.8
-1.8
1.8

(O-E)2
3.24
3.24
3.24
3.24
Total

(O-E)2/E
0.31
0.67
0.13
0.28
1.39

Degree of freedom:
V= (r-1) (c-1)
V= (2-1) (2-1)
V=1
1 degree of freedom 5% level of significance is 3.841 the calculate value (1.39) is less than the table
value. So null hypothesis is rejected
Conclusion
Hence it is concluded that there is significant difference between gender and their level of awareness about
brands available in electrical wire and cable.
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A study of consumer attitude and awareness towards branded electrical wire and cable
Testing of hypothesis 2
There is significant relationship between economical factor and purchase of branded wire and cable
Sr. no.

Income

1
2
3
4

Below Rs. 20000

Between Rs20000-30000
Between Rs30000-40000
Between Rs40000-50000
Total

Purchase of branded
E. wire and cable
1
3
12
17
33

Purchase of local E. wire

and cable
5
8
2
2
17

Total
6
11
14
19
50

Table no.4

Chi square test

O
1
5
3
8
12
2
17
2

E
3.96
2.04
7.26
3.74
9.24
4.76
12.54
6.46

(O-E)
-2.96
2.96
-4.26
4.26
2.76
-2.76
4.46
-4.46

(O-E)2
8.76
8.76
18.14
18.14
7.61
7.61
19.89
19.89
Total

(O-E)2/E
2.21
4.29
2.49
4.85
0.82
1.59
1.58
3.07
20.9

Table no.5
Degree of freedom:
V= (r-1) (c-1)
V= (4-1) (2-1)
V=3
1 degree of freedom 5% level of significance is 7.815 the calculate value (20.9) is more than the table value.
So hypothesis is rejected
Conclusion
From above analysis it is concluded there is no significance relationship between economical factor and
purchase of branded wire and cable.
Hypothesis 3: Hired technical person for electrical work has influence on consumer while purchasing
brand of electrical wire
Sr no.
1.
2.

Influence by technical person

Yes
No
Total

No. of respondent
39
11
50

Percentage
78%
22%
100%

Table no. 6
Above table shows that out of 50 consumers 78% of consumer are influence by technical person while
purchasing brand of wire and cable whereas only 22 % consumers are not influenced by this technical
person.

Figure no. 3
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A study of consumer attitude and awareness towards branded electrical wire and cable
Respondents profile: Researcher has filled 50 questionnaires from electrical consumers. Accordingly that
following data has been collected.
Factors (Gender)
Male
female
Factors (Age )
25-35
35-45
45-55
above55
Factors (Occupation)
Businessman
Service
Retired
Professional
farmer
others
Factors (Education)
Under graduate
graduate
Post graduate
Factors (Income)
Below rs. 20000
Betnrs. 20000-30000
Betnrs. 30000-40000
Abovers. 40000

Number of Respondent
34
16
Number of Respondent
8
19
14
9
Number of Respondent
15
13
2
11
5
4
Number of Respondent
11
22
17
Number of Respondent
6
11
14
19

Percentage %
70
30
Percentage %
16
38
28
18
Percentage %
30
26
4
22
10
8
Percentage %
22
44
34
Percentage %
12
22
28
38

Source: Primary data. Table no.7

Source of information:
Consumer is exposed to many external and internal stimuli in decision making. It is very important to
know from where consumers come to know about product. An individual awareness about particular brand has
been evaluated through various sources, which persuade them into in purchase decision, as seen in output,
technical person who is hired for consumers electrical work is the main source of information (36 %) followed
by dealer / shopkeeper (28%), relative (14%), advertisement (10%), fair & exhibition (10%). Newspapers were
the most least reliable source of information for respondents.
Source of information (Table no. 8)
Factors
Relative
Dealer/ shopkeeper
Newspaper
Advertisement
Fair/ exhibition
Technical person

Responses (N)
7
14
1
5
5
18

Percentage %
14
28
2
10
10
36

Source: Primary data

Brand importance: Brand plays an important role in consumers decision making process and it is vital for the
survival of any organization to have strong brand. It is noteworthy that majority (40%) of consumers brand
name
Factors
Most important
important
uncertain
not important

Brand importance
16
20
6
8

Percentage %
32
40
12
16

Source: primary data Table no. 9

Reason for using brand: It is noted that among the 50 consumers of electrical wire and cable, 40 % consumers
preferred brand because of safety purpose.
Factors
Technically correct
Availability
Friends & relative
Safety purpose

Reason for using brand

16
8
6
20

Percentage %
32
16
12
40

Table no. 10
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A study of consumer attitude and awareness towards branded electrical wire and cable
V.
1.

2.
3.
4.
5.

Findings And Conclusion

In the study the researcher has investigated 50 electrical wire consumers of jalgaon city and it is reveal that
70% of electrical wires consumer are unaware about brands in electrical wire and cable whereas 30 % are
aware.
There is relationship between the sex and awareness of brands available in electrical wire and cable because
80% males are aware as compared to female as the percentage is 20%.
The researcher has used Chi- square method for hypothesis testing and found that there is no significant
relationship between economical factor and purchase of branded wire and cable.
The major source of information regarding available brands of electrical wire and cable is technical person
(36%) who is hired for consumers electrical work.
Influence of technical person (78%) hired for consumers electrical work & brands available in electrical
wire and cable play an important (40%) role while purchasing wires and cable for safety purpose.

Conclusion
A study of consumer attitude and awareness towards branded electrical wire and cable has been
undertaken with key objective such as to observe consumer awareness & importance about different branded
wires and cables as well as to find out the significance of influencer while purchasing the branded wires and
cable. Analysis of the study was undertaken with the help of survey conducted. After analysis and interpretation
of data it is concluded that consumers of electrical wire and cable is unaware about brands available in market.
The source of information plays an important role while purchasing electrical wire and cable as well as there is
influence factor of technical person who is hired for electrical work on consumer.

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