Professional Documents
Culture Documents
Associate Professor ,
Department Of Commerce
1st Dr. A. Arumugam
V.O.Chidambaram College,
Thoothukudi- Tamil Nadu
Research Scholar,
Department Of Commerce
2nd M. Josephine Rebecca
V.O.Chidambaram College,
Thoothukudi- Tamil Nadu
Abstract
Understanding consumer behaviour is the key to success in the
marketplace. Companies are constantly looking at customer behavioural
patterns to predict future trends. In the domain of evolutionary
economics, consumers are seen as active agents following rules of
behaviour, fairly easy to follow and carry out because they need only a
limited amount of information and ability of elaboration. Creating new
problem to consumer and resultant needs is to create a new ideal state,
which in turn is a way to increase sales, albeit a questionably ethical one.
This article describes the consumer buying behaviour of durable goods.
The most obvious implication is that systematic variation in consumer
awareness can help with changes in product choice based on factors
influencing purchase and the initial degree of satisfaction and
involvement. Such explanatory power provides a powerful tool for those
interested in employing customer satisfaction as a predictor of profit,
choice, repurchase behaviour or market share.
1. INTRODUCTION
Consumer behaviour or buyer behaviour has attained increasingly importance in a
consumer oriented marketing planning and management. The study of consumer
behaviour is an attempt to understand what the consumer want, why they want and when
they want. Clear understanding of the buying behaviour of consumer has become a great
necessity in modern marketing system, because success or failure ultimately depends
upon the buying behaviour of the target customers considered individually or a group.
Therefore in order to undertake the marketing programmed among different segment
markets, the marketing management must find out the various factors that influences in
buying decisions of the consumer. The subject of buying behaviour is relatively a new
discipline of the study of marketing. It has now become the centre topic of modern
marketing since the ultimate aim of marketing is consumer satisfaction and profit
making.
1.1 Definitions
Consumer behaviour can be defined as “the decision-making process and physical
activity involved in acquiring, evaluating, using and disposing of goods and
services”.
Buyer behaviour may be defined as that behaviour exhibited by people in planning,
purchasing and using economic goods and service in the satisfaction of their wants.
In economics, a durable good or a hard good is a good that does not quickly wear
out or more specifically, one that yields utility over time rather than being
completely consumed in one use.
3. REVIEW OF LITERATURE
Kim et al1, in their study on “Cross – Cultural Consumer Values, Needs and
Purchase Behaviour” indicated that the consumer’s decision to buy a particular
brand was affected by different factors. Aside from functional benefits he/she
may choose their particular brand to express his/her personality, social status,
affiliation or to fulfil desire for newness.
1
Kim, O. J., Forsythe, S., Moon. J. S (2002) “Cross – Cultural Consumer Values. Needs and Purchase
Behaviour,” Journal of Consumer Marketing, Volume .19 No.6 pp 481-482.
4. OBJECTIVES
To analyze factors influencing respondents in the choice of consumer durables.
To study the level of consumer awareness of the respondents.
5. HYPOTHESIS
There is no significant difference between the age and the level of consumer
awareness while purchasing consumer durable goods.
There is no significant difference between the gender and the level of consumer
awareness while purchasing consumer durable goods.
There is no significant difference between the educational qualification and the
level of consumer awareness while purchasing consumer durable goods.
There is no significant difference between the marital status and the level of
consumer awareness while purchasing consumer durable goods.
2
Pushpavanam (1997), “Consumer Awareness”, New Jersey Tamil Sangam USA/Indian pp:30
3
Losarwar, S.G., 2002, “Consumer Behaviour towards Durable Products: A study with reference to
Marathwada region of Maharastra state”, Indian Journal of marketing Volume – 32, pp 6-11.
4
Dr. Diviya Harian,”Awareness of Consumers regarding their Rights, Responsibilities and Consumer
Protection Act 1986”, Indian Journal of Marketing, volume-30,No.1, Jan 2000 pp 5-9.
6. METHODOLOGY
The study is mainly based on both primary and secondary data. The primary data
required for the study was collected from 120 consumers in Thoothukudi through
questionnaire. The questionnaire for this study was constructed by the researcher.
Secondary data has been collected from books, published articles and websites of the
company, journals and magazines. The researcher has adopted the method of
convenience sampling for selecting 120 sample respondents. The collected data were
classified, tabulated and analysed by using the statistical tools like percentage analysis,
ranking method using weighted average mean and chi square test. The results obtained
from the analysis of data are discussed as under.
The table shows that the price is the first important factor influencing the choice of the
consumer durable goods, durability is the second important factor influencing the choice
of the consumer durable goods, brand image is the third important factor influencing the
choice durables followed by easy availability as the fourth important factor influencing
the choice of the consumer durable goods. The next highly ranked factor found to be
warrantee and guarantee as the fifth important factor influencing the choice of the
consumer durables and after sale service is the sixth important factor influencing the
choice of the consumer durable goods. This is followed by advertisement the seventh
important factor influencing the choice of the consumer durable goods, status symbol is
the eighth important factor influencing the choice of the durables and eventually dealer’s
network is the ninth important factor influencing the choice of the consumer durable
goods.
The respondents are classified into those having low, moderate and high level of
consumer awareness based on the score using ͞X+ 0.5� classification. The respondents
having scores less than or equal to X-0.5σ (arithmetic mean – standard deviation) are
classified as having low level of awareness and those having score above ͞X+0.5� are
classified as having high level of consumer awareness. The consumers having score in
between ͞X+ 0.5� and ͞X-0.5� are classified as having medium level of consumer
awareness.
Table 3: Age Of The Respondents And Level Of Consumer Awareness
Level Chi-
Table
Age High Medium Low Total square Sig
Value
Value
Less than 30 8 2 2 12
31 – 40 16 10 24 50
41 – 60 20 16 8 44 15.154 12.592 **
Above 61 4 6 4 14
Total 48 34 38 120
** - Significant at 1% level
At 5% level of significance, for 6 degree of freedom the table value is 12.592. Since the
calculated value (15.154) is more than the table value, the null hypothesis is a rejected.
Hence there is a significant difference between the age and the level of consumer
awareness while purchasing consumer durables.
Table 4: Gender Of The Respondents And Level Of Consumer Awareness
Level Chi-
Table
High Medium Low Total square Sig
value
Gender value
Male 34 15 23 72
Female 14 19 15 48 5.893 5.99 Ns
Total 48 34 38 120
Level Chi-
Table
High Medium Low Total square Sig
Value
Education value
SSLC 2 8 6 16
HSC 16 6 10 32
Degree 18 14 6 38
14.416 15.507 Ns
Professional 12 2 12 24
Others 2 4 4 10
Total 48 34 38 120
At 5% level of significance, for 6 degree of freedom the table value is 15.507. Since the
calculated value (14.416) is less than the table value, the null hypothesis is accepted.
Hence there is no significant difference between the educational qualification and the
level of consumer awareness while purchasing consumer durable goods.
Table 6: Marital Status Of The Respondents And Level Of Consumer Awareness
Level Chi-
Table
High Medium Low Total square Sig
value
Status value
Unmarried 22 12 10 44
Married 26 22 28 76 3.513 5.99 Ns
Total 48 34 38 120
As 5% level of significance, for 2 degree of freedom the table value is 5.99. Since the
calculated value (3.513) is less than the table value, the null hypothesis is accepted.
Hence there is no significant difference between the marital status and the level of
consumer awareness while purchasing consumer durable goods.
Table 7: Occupation Of The Respondents And Level Of Consumer Awareness
Level
Chi-square Table
High Medium Low Total Sig
Value Value
Occupation
Government
14 7 9 30
Employee
Private
18 18 8 44
Employee 10.957 12.592 **
Businessmen 12 5 15 32
Pensioners 4 4 6 14
Total 48 34 38 120
At 5% level of significance, for 6 degree of freedom the table value is 12.592. Since the
calculated value (10.957) is more than the table value, the null hypothesis is accepted.
Hence there is no significant difference between the occupation and the level of
consumer awareness while purchasing durable goods.
Table 8: Income Of The Respondents And Level Of Consumer Awareness
Level Chi-
Table
High Medium Low Total square Sig
Value
Income value
BelowRs10000 12 4 16 32
HSC 14 16 10 40
Degree 12 6 2 20
14.589 15.507 Ns
Professional 6 4 6 16
Others 4 4 4 12
Total 48 34 38 120
At 5% level of significance, for 6 degree of freedom the table value is 15.507.
Since the calculated value (14.589) is less than the table value, the null hypothesis is
accepted. Hence there is no significant difference between the income group and their
level of consumer awareness while purchasing durable goods.
10. SUGGESTIONS
Durable purchase decision, being expensive, high involvement and less
frequency of purchase in nature, are likely to experience extensive information
processing by the consumers. Thus a host of factors influencing the behavioural
pattern of the durable buyers encompasses the selection of a specific one among
the available brands.
Brand consciousness among the purchaser of the consumer durables is an
important trend found in the study. Consumers prefer high valued consumer
durables of well established brands. The marketers and manufactures of the
consumer durables must try to convert the brand consciousness into brand
loyalty for their well established brands. The consumer behaviour in this
direction should be properly exploited by manufactures and dealers to maximize
their sales.
Advertisement is the vital tool as well as a powerful communication force.
Marketers of durable goods must concentrate more on television advertisement,
because of its versatile impact through its undivided attention of viewers;
influence the consumers in choice of durables. As a significant instrument in the
marketing mix, advertising attempts at moulding the attitudes and behaviour of
people in favour of products and services. In addition to it, there is a need to
generate consumer awareness on large scale about basic aspects such as
maximum retail price (MRP), Indian standard institute (ISI) mark on products
and expiry dates, hallmarking of gold jewellery etc act as a good framework to
evaluate consumers buying decision process.
The purchase decisions of the respondents are influenced considerably by the
price-factor. Concessions in the price, price reductions, discounts sale, gifts and
offers have become common practices. The buyers of consumer durables should
try to avail of these benefits, whenever they are available. However, the buyers
of such goods should not take without considering the quality and performance
aspects of these higher value products.
11. CONCLUSION
The market for the durable goods is becoming more competitive nowadays. The
producer of the consumer durable goods should understand interest of the consumers.
The essence of marketing is an exchange of goods and services, intending to satisfy
human needs and wants. A sincere effort has to be made to extract the facts about
buying behaviour which may be of great importance to the marketers by making aware
of the factors that persuade a consumer. It is inferred that highly influencing factors in
the choice of durables was price and durability followed by brand image. Such a
behavioural pattern is even obvious from the sample belonging to economically
backward region. Therefore the consumers in general have provided utmost regard to the
price factor while purchasing expensive products. Of equal importance is the brand
image often interpreted as quality of the product which impelled crucially in the
purchase behaviour? Marketers should make an endeavour to fill the gap between
consumer requirements and manufacture of durable goods.
Consumer durables are characterized more by age group of below thirty years
regarding high unit cost, long life and consequently low frequently of purchase. Hence,
potential consumer who are in the age group of thirty to forty and above fifty is likely to
seek more information and give more thought to the purchase of consumer durables than
non-durables where the risk is considerably less and decision does not entail much less
even if a mistake is made. Hence all information regarding the products and their usages
must be provided to the buyers objectively and user friendly of the durable goods.
The success of consumer awareness depends upon the consumer involvement. Though
consumers are aware of goods they purchase to some extent, yet, continuous effort is to
be taken to make consumers aware of and have a full knowledge of goods they purchase.
So that necessary steps must be taken to provide full information of goods to the
consumers. Therefore the producer of durable products should understand consumer
interest much to find higher sale of their products.
12. REFERENCES
[1] R.S.N. Pillai and Babavathi, “Modern Marketing”, Published by S. Chand & Company
Pvt . L td, New Delhi 2012.
[2] Krishna Naik. C.N & Venugopal Reddy, “Comsumer Behaviour”, Discovery Publishing
House, New Delhi 1999.
[3] M. Nasrin Sulthana & Dr. M. Sakthivel Murugan, “A Study on Consumer Buying
Behaviour of Home Appliances with reference to LG Product”. Indian Journal of
Marketing, 2011, pp 52-60.