A Study On Women Consumer Behaviors With Special Reference To

Durable Goods In Coimbatore City

A Study On Women Consumer Behaviors With Special Reference To Durable Goods In Coimbatore
City

SIGNIFICANCE OF THE FAMILY IN CONSUMER BEHAVIOUR There are many underlying

influences both internal and external from the social environment. The combination of these inputs
and internal factors can never be complex indeed. Yet, the tools of market research can assess
motivation and behaviour with considerable accuracy. Perfect prediction of behaviour is never
possible, but properly designed research efforts can significantly lower the risks of the types of
product failure. While the consumer cannot knowingly be induced to act in a way contradictory to his
or her own goals, motivation and behaviour can be influenced by outside sources. This influence is
understood through research.

RELIABILITY OF HUSBAND / WIFE INFLUENCE Advertising Managers are particularly interested

in knowing which spouse has greater influence while making buying decisions. So that promotional
strategy can be oriented accordingly and the ways and means devised to arouse hopes and
expectations. Research of husband/wife decision making consistently indicates that relative influence
of a spouse depends in part on the product or service being studied. For instance, some early studies
revealed that the purchase of an automobile was strongly husband dominated, while food, cosmetics
and some other minor financial decisions were wife-dominated.

DECISION MAKING PROCESS IN A FAMILY All the purchases made by a family follow a certain
decision making process. The character and the extent of interaction between a husband and wife
present an extremely important dimension in the decision making process. No sale can be effective
unless a favourable decision is made by a buyer towards a particular product of a company.

DYNAMICS OF HUSBAND/WIFE DECISION MAKING The dynamics of purchase decision making

of husband/wife for different consumer non-durables, include, “wife-only”, “the wife more than the
husband”, “both the husband and the wife exactly the same”, “the husband more than the wife”, “the
husband only” pattern. A very important aspect of the purchase process is the actual activity of
making, the purchase, who actually goes shopping are something that reveals the aspects of
consumer behaviour.

DECISION MAKING CAPACITY OF WIVES IN DIFFERENT TYPES OF HOUSEHOLDS Every

decision of consumer behaviour has some idea and factors underlying both motivation and action.
Four major decision variables are those relating to work conditions, family maintenance including
household expenditure, leisure and recreation and those relating to health, education, travel and
others. Changes in employment seeking and work condition will have an impact on the income
structure of the household. Decision in this regard may centralize, whether to seek work or not, the
choice of work, the nature of environment of working, members of a family, and other variable
relating to working conditions. Usually the head of the household might take major decisions
individually or jointly along with other working or non-working members.

DECISION VARIABLES Decision includes extended, modified and new decisions as well. In most
decision making may be a routine process without involving any significant impact in the household
economy. Changes in impact would be market whenever new decisions are taken within an objective
of bettering the existing situation. The role of spouse in the routine versus new decision process, the
role of rational decisions of the particular household poised for changes in income, employment
expenditure, saving, etc, according to the given situation pattern. Though these are of course many
exceptions, it is quite customary for the husbands & wives to conflict consumer choice, has
traditionally, involved 2 major decisions – whether or not to buy a particular good or services and
from which of several sellers to buy. The crux of the issue lies in the freedom of consumer choice in
relative rather than absolute. Behaviour could be explained by cues & drives. Complex constraints
such as motivation, values and attitudes, however could not long be ignored. Husbands and wives
derive information from internal resources and external resources. Some information may bombard
the individual without his explicit consent, although he may at times engage in an search for
information, the actual purchase, the observable behaviour is related to the individuals intention
which in the words of Howard & Sheth Buyer forecast as to when, where and how is likely to buy a
brand.

STATEMENT OF THE PROBLEM Non-durable goods like grocery, vegetables, fruits, cosmetics,
toiletry, clothes, etc are the basic products used by the consumers. They need these goods to satisfy
their physiological needs. The companies are trying to make their products more popular and thereby
try to be successful. In the competitive market, the prospective rural buyer is prepared to choose the
right one based on their needs. An understanding of purchase behaviour of women is an essential
aspect as it reflects the influence of brands, buyer & customer type on the purchase of particular
brand, etc. The success of the market or the failure depends on the purchase behaviour of
consumers. Market focus mainly on consumers. The role of women in all fields is being increasing,
now-a-days. At present, women’s role in purchase decision also increased. As a woman, I am
interested in studying women’s purchasing behaviour and their role in purchase decision. Hence, the
present study has been undertaken to find out answers for the following questions.

1. What is the socio-economic characteristic of the respondent’s family?

2. Who is the deciding authority for purchase and what is the role of women in purchase decision?

3. What are the factors influencing women’s purchasing behaviour?

4. What are the problems faced by women during and after purchase? 5. What is the mode of
payment and mode for carrying goods? This study is an attempt to find out answers to the above and
related questions.

SCOPE OF THE STUDY: Though the main objective of this study is to analyse the women’s
purchase behaviour and their role in purchase decision, the scope of the study extends to the
following related aspects viz., socio-economic characteristics of the respondents, the factors
influencing purchase behaviour, problems faced by women during and after purchase, mode of
payment and mode of carrying goods.

OBJECTIVES OF THE STUDY The specific objectives of the study are

1. To study women’s purchasing behaviour and their purchase tendency.

2. To know the role of women in purchase decision.

The General objectives of the study are

1. To find out the purchase frequency of women

2. To analyse the factors influencing women’s purchasing behaviour.

3. To find out period of purchase for non-durable goods.

4. To examine women’s awareness towards various quality marks.

5. To examine the respondent’s awareness towards the mode of purchase.

6. To find out the problems faced by women during and after purchase.

7. To analyse the type of mode women prefer for carrying goods.

8. To find out women’s reaction towards dissatisfied product.

RESEARCH METHODOLOGY Area of the study The study covers only Coimbatore city. The area
selected by taking into account the time and cost factor. Sample size A total of 125 respondents
residing in the Coimbatore city form the sample. Convenience sampling method has been followed for
collecting response from the respondents. The data has been collected from the customers who have
visited the departmental stores, grocery shops, vendors, super market, etc. Sources of data The
study is based on both primary and secondary data.

The primary data has been collected by using questionnaire and the secondary data has been
collected from books, manuals and Internet. Tools for collection of data The questionnaire is the
major tool administered for collecting primary data from the respondents. The first eight questions
were devoted to the basic information’s relating to the respondents’ personal factors such as Name,
Age, Education, Occupation, Marital Status, Monthly Income, Nature of Family and Number of
Members in the family. Thereafter, the questionnaire contains other factor questions.

Tools for analysis The statistical tools used for the purpose of analysis of this study are simple
percentage technique, pie diagram and bar diagram. Exhibits are also used in appropriate places.
After the collection of data through the questionnaire, editing was done carefully. Based on the
responses of the samples, tables were prepared. The data collected were analysed and interpreted
with the help of tables and figures. Weighted scaling technique and ranking technique has also been
used for analysis and interpretation of data.

TABLE-

1 SOURCE OF SHOP AWARENESS S.No Source of awareness No of Respondents Percentage 1

Advertisement 42 34 2 Relatives and friends 54 43 3 Shopkeepers 7 6 4 Nearer to residence 22 17
Total 125 100 It is noted that 34% of the respondents became aware of shops through
advertisement, 43% of the respondents came to know about the shops through their friends and
relatives, 6% of the respondents came to know about the shop through newspaper advertisement
and 17% of the respondents preferred the shops which are nearer to their residence.

TABLE -2 FACTORS INFLUENCING PURCHASE BEHAVIOUR S.No Influencing factors No of

Respondents Percentage 1 Convenience 13 10 2 Quality 89 71 3 Quantity 3 2 4 Cost 5 4 5 Service 7 6
6 Customer relation 1 1 7 Brand 7 6 Total 125 100 The above table indicates that the factor which
influenced 10% of the respondents purchase behaviour was convenience, 71% of the respondents
were influenced by quality, 2% of the respondents were influenced by the quantity, 4% of the
respondents were influenced by the cost, 6% of the respondents were influenced by the service, 1%
of the respondents were influenced by the shop keepers customer care ship and 6% of the
respondents were influenced by the loyalty to the brand. Thus, majority of the respondents purchase
behaviour were influenced by the quality of the product and only very little were influenced by the
factor shop keepers customer relation.

TABLE -3 NORMAL PURCHASE LEVEL FOR DOMESTIC ITEMS S.No Purchase level No of Respondents
Percentage 1 Below Rs.1500 62 50 2 Rs.1500-Rs.3000 50 40 3 Above Rs.3000 13 10 Total 125 100
Observation shows that, 50% of the respondents purchase domestic items below Rs.1500 per month,
40% of the respondents buy domestic items from Rs.1500-Rs.3000 per month and 10% of the
respondents spend more than Rs.3000 per month for purchasing domestic goods. It is clear that most
of the people prefer to spend from Rs.1500 to Rs.3000 per month for purchasing domestic goods.

TABLE- 4 METHOD OF PURCHASE S.No Way of Purchase No of Respondents Percentage 1 Bargain &
buy 69 55 2 Buy at the said rate 56 45 Total 125 100 It is observed that out of the 125 respondents,
55% of the respondents do purchase by bargaining and 45% of the respondents buy the products at
said rate.

TABLE- 5 REASON FOR NON-BARGAINING S.No Reason No of Respondents Percentage 1 No habit 14

25 2 No boldness 4 7 3 Averse to argue 12 21 4 Confidence 25 45 5 Others 1 2 Total 56 100 Out of
125 respondents, 56 respondents buy product at said rate. 25% of the respondents do purchase at
the said rate because they have no habit of bargaining, 7% of the respondents are not b old enough
to argue, 21% of the respondents are averse to argue, 45% of the respondents have confidence in
their purchase and only 2% of the respondents are not bargaining because they are feeling that it is
a prestige issue. Majority of the respondents do purchase at the said rate because they are confident
in their purchase.

TABLE -6 RESPONDENT’S INTEREST TOWARDS NEW PRODUCTS Interested towards new product No
of Respondents Percentage Yes Test purchase 36 58 Purchase with confidence 16 26 Offers &
discounted price 5 8 Others – specify (Credit facilities 5 8 Total 62 100 No Not ready for test purchase
23 36 No confidence 27 43 High price 10 16 Others Specify (feel Inferior goods) 3 5 Total 63 100
Grand Total 125 100 It is clear that, 62 respondents are ready to buy new products offered in the
market and 63 respondents not ready to buy new products offered in the market. Out of 63
respondents, 43% remain loyal to the old products and 36% of them are unwilling to try the risk of
new products launched in the market.

TABLE- 7 REASON FOR NOT CONFIRMING TO THE PURCHASE LIST S.No Reason for purchase No of
Respondents Percentage 1 Curiosity to use the product 25 23 2 Balance amount in hand 16 15 3
Forgotten to include in purchase list 66 62 4 Offers - - Total 107 100 Out of 125 respondents, only
107 respondents are buying products which are not in the purchase list and others buy only the
products in their purchase list. Out of 107 respondents 23% of them purchase because of curiosity to
use the products offered, 15% of the respondents buy extra products if they have balance amount in
hand and 62% of them buy extra products which they have forgotten to include in the purchase list.
Thus, it is clear that majority of the respondents purchase products which are not in the purchase list
because they have forgotten to include the products in the purchase list.

TABLE- 8 AWARENESS TOWARDS QUALITY MARKS S.No Awareness No of Respondents Percentage 1

Always 69 56 2 Sometimes 51 42 3 Rare 2 2 Total 122 100 The above table reveals that, 122
respondents give importance to date of manufacture, expiry date, IDI, etc while purchasing and 3
respondents do not give any consideration for quality marks while purchase. Out of 122 respondents,
56% of the respondents always look out such quality marks, 42% of them look for the quality marks
sometimes and 2% of the respondents do noisely give importance to the quality marks.

TABLE- 9 MODE OF CARRYING GOODS S.No Mode of carrying goods No of Respondents Percentage
1 Own Vehicle 55 44 2 Rented Vehicle 6 5 3 Door Delivery 30 24 4 Bus 34 27 Total 125 100 It is
clearly understood that, 44% of the respondents carry the goods in their own vehicle, 5% of the
respondents carry the goods in their rented vehicles, 24% of respondents avail the benefit of door
delivery and 27% of the respondents carry the goods by bus. Majority of the respondents are
carrying the products to their home with the help of their two-wheelers.

TABLE- 10 LEVEL OF SATISFACTION TOWARDS DOOR DELIVERY S.No Level of satisfaction No of

Respondents Percentage 1 Highly Satisfied 8 27 2 Satisfied 19 63 3 Moderate 2 7 4 Dissatisfied 1 3 5
Highly dissatisfied - - Total 30 100 It is noted that, out of 30 respondents who are availing the benefit
of door delivery, 27% of the respondents are highly satisfied with their service, 63% of the
respondents are satisfied, 7% of the respondents satisfaction level is moderate and only 3% of the
respondents are dissatisfied with the shopkeeper’s service. Majority of the respondents are satisfied
with the service of shop keepers’.

TABLE- 11 MODE OF PAYMENT S.No Mode of payment No of Respondents Percentage 1 Cash

Payment 123 98 2 Credit Payment 2 2 Total 125 100 It was found that 98% of the respondents
prefer to pay ready cash for their purchase and only 2% of the respondents expect credit facility for
their purchase. It is observed that majority of the respondents prefer ready cash payment to credit
payment for the purchase.

TABLE -12 PERIOD OF CREDIT REPAYMENT S.No Period of Repayment No of Respondents

Percentage 1 10 days 1 50 2 15 days 1 50 3 30 days - - 4 More than one month - - Total 2 100 It is
understood that, out of 2 respondents who preferred credit payment for purchase, 1 respondent
prefer to have 10 days credit facility and 1 respondent prefer to have 15 days credit facility for the
purchase.

TABLE -13 TYPES OF PROBLEMS FACED BY WOMEN DURING PURCHASE S.No Types of problems
during purchase No of Respondents Percentage 1 Unavailability 15 12 2 Poor Quality 33 27 3
Harassment 39 31 4 Malpractice in Quantity 12 10 5 Adulteration 23 18 6 Others specify 3 2 Total 125
100 The table reveals that during purchase, 12% of the respondents face the problem of
unavailability of products, 27% of the respondents feel that some products are of poor quality, 31%
face the problem harassment, 10% of the respondents suspect malpractice in quantity, 18% face the
problem of product adulteration and only 2% of the respondents face the problem of customer care.

TABLE -14 TYPES OF PROBLEMS FACED BY WOMEN AFTER PURCHASE S.No Problem faced after
purchase No of Respondents Percentage 1 Follow-up service 27 21 2 No satisfaction 29 23 3
Transportation Problems 57 46 4 Others-specify 12 10 Total 125 100 It reveals that after purchasing,
21% of the respondents feel that they lack follow-up service, 23% of the respondents dissatisfied
with their purchase, 46% of them are facing transportation problem of goods and only 10% of the
respondents face the problem in Billing, repetition of products etc. Majority of the respondents are
facing transportation problem for carrying the goods after purchase.

TABLE -15 RESPONDENT’S INTEREST IN RECOMMENDATION S.No Interest Reason for purchase No
of Respondents Percentage 1 Yes Good serviceGood qualityCheaper priceOthers specifyTotal
2465101100 2465101100 2 No No InterestPoor ServiceHigh PriceOthers-specifyTotal 1625225
648208100 Grand Total 125 100 It is clear that, 100 respondents are interested to recommend the
shop purchased by them to others and 25 respondents are not interested in recommending the shop
to others. Out of 100 respondents, 24% of the respondents recommend the shop to others because
of good service rendered by shop-keepers, 65% of the respondents recommend the shop for its good
quality products. 10% of the respondents recommend the shop because it is economical and 1% of
the respondents recommend the shops because of the offers provided. Out of 25 respondents, 64%
of the respondents have no interest in recommending the shop purchased by them to others, 8% of
the respondents feel the service is not good, 20% of the respondents feel the price is too high and
8% of the respondents have an opinion that the product is of poor quality. Majority of the
respondents are interested in recommending the products to others for the reason that it is of good
quality.

TABLE -16 REACTION UNDER DISSATISFACTION S.No Reaction No of Respondents Percentage 1 Will
return the goods 49 34 2 Not to buy it again 68 54 3 Dispose the product 5 4 4 Remake it 3 3 Total
125 100 It is observed that, 39% of the respondents return the products if they are not satisfied with
the product purchased, 54% of the respondents will not buy it again in future, 4% of the respondents
dispose the product and only 3% of the respondents are interested to remake the product and use it
for other purpose. Majority of the respondents feel not to buy the faulty product again in future.

TABLE-17 RESPONDENT’S OPINION TOWARDS SALESMEN SERVICE S.No Opinion No of Respondents

Percentage 1 Interested to serve customers 65 52 2 Somewhat interested 58 46 3 Not at all
interested 2 2 Total 125 100 The above table shows that 52% of the respondents feel the salesmen
aim at customer satisfaction, 46% of them feel that the salesmen are somewhat interested in
customers satisfaction and only 2% of the respondents are not at all interested in satisfying the
customers. Majority of the respondents aim at the customer satisfaction.

WEIGHTED AVERAGE SCORE ANALYSIS Weighted Average technique was used to find out the
weighted average for each category of respondents, over several study factors to know their level of
satisfaction towards the quality, price, availability, service, size & design of the products. For this
purpose the qualitative information was converted into numerical one using five point scaling
technique. In using five point scales, score 5 was given to Highly satisfied. 4 was given to Satisfied 3
was given to Moderate 2 was given to Dissatisfied 1 was given to Highly Dissatisfied.

TABLE-18 AGE & FACTORS CONSIDERED FOR PRODUCT SATISFACTION Sl.No Age 18-30 years 31-
40 years 41-50 years Above 50 years 1 Quality 4.45 4.37 3.94 5.00 2 Price 3.90 3.79 3.61 4.00 3
Availability 3.87 4.00 3.78 4.00 4 Service rendered 3.91 3.84 3.83 4.00 5 Size 3.73 3.21 3.28 4.00 6
Design 3.97 3.95 3.94 4.0 From the above table, it is clear that respondents under the age group of
18-30 years are highly satisfied with quality and satisfied with other factors viz., price, availability,
service, size and design; respondents under the age group of 31-40 years are highly satisfied with
quality and product availability and satisfied with other factors i.e., price, service, size and design.
Respondents under the age group of 41-50 years are satisfied with all the factors and respondents
above 50 years are highly satisfied with quality and satisfied with other factors. Most of the
respondents are highly satisfied with product quality irrespective of their age.

TABLE-19 EDUCATIONAL QUALIFICATION & FACTORS CONSIDERED FOR PRODUCT SATISFACTION

Sl.No Educational Qualification School Level Graduate PG Diploma Others specify 1 Quality 4.19 4.46
4.18 4.75 4.00 2 Price 3.57 3.92 3.45 3.75 4.17 3 Availability 3.90 3.92 3.55 4.00 3.83 4 Service
rendered 3.57 3.93 3.73 4.75 4.17 5 Size 3.43 3.69 4.27 3.75 3.17 6 Design 3.86 4.00 4.00 3.75 4.17
It is inferred from the table that respondents whose education is upto school level are highly satisfied
with product quality and satisfied with other factors like price, availability, service, size and design of
the product and are satisfied with other factors. Post graduates are highly satisfied with quality, size
and design of the product and are satisfied with other factors. Diploma holders are highly satisfied
with quality, availability and service rendered and satisfied with other factors. Professionals are highly
satisfied with quality, price, service and design and are satisfied with availability and size of the
product. Most of the respondents are highly satisfied with product quality irrespective of their
educational qualification.

TABLE-20 OCCUPATION & FACTORS CONSIDERED FOR PRODUCT SATISFACTION Sl.No Occupation
Professional Business Employed Agri culturist Others specify 1 Quality 3.83 4.42 4.33 4.42 4.43 2
Price 3.83 4.04 3.74 3.83 3.80 3 Availability 3.67 3.75 4.00 3.75 3.93 4 Service rendered 3.50 3.88
3.70 3.75 4.05 5 Size 3.67 3.54 3.67 3.42 3.75 6 design 3.33 4.13 4.00 3.67 4.04 It is clear that
professionals are highly satisfied with product quality, service and design and satisfied with
availability, price and size. Businessmen are highly satisfied with product quality, price and design and
are satisfied with other factors. Employed respondents are highly satisfied with product quality,
availability and design and are satisfied with other factors. Agriculturists are highly satisfied with
product quality and satisfied with other factors. Students and House Wives are highly satisfied with
product quality, service and design and are satisfied with price, availability and size of the product.

TABLE-21 MARITAL STATUS & FACTORS CONSIDERED FOR PRODUCT SATISFACTION Sl.No Marital
Status Married Single 1 Quality 4.31 4.42 2 Price 3.79 3.87 3 Availability 3.83 3.91 4 Service rendered
3.88 3.90 5 Size 3.63 4.48 6 Design 3.92 4.01 It is inferred from the above table that married
respondents are highly satisfied with product quality and satisfied with product price, availability,
service, size and design. Unmarried respondents are highly satisfied with product quality, size and
design and also satisfied with other factors. Majority of the respondents are highly satisfied with
product quality irrespective of their marital status.

TABLE-22 FAMILY INCOME & FACTORS CONSIDERED FOR PRODUCT SATISFACTION Sl.No Quality
Below Rs.5000 Rs.5001 – Rs.10,000 Rs.10,001 – Rs.15,000 Above Rs.15,000 1 Quality 4.38 4.38 4.17
4.71 2 Price 3.90 3.87 3.50 3.71 3 Availability 3.90 3.80 3.92 4.14 4 Service rendered 3.69 4.38 3.83
4.43 5 Size 3.61 3.64 3.92 4.00 6 Design 3.92 3.84 3.83 4.43 It is inferred from the table that
respondents whose income level is below Rs.5000 p.m. are highly satisfied with product quality and
are satisfied with other factors that is like price, availability, service, size and design. Respondents
whose income level ranges between Rs.5001 – Rs.10,001 p.m. are highly satisfied with the product
quality and service and are also satisfied with other factors. Respondents whose income level ranges
between Rs.10,001 – Rs.15,000 p.m. are highly satisfied with product quality and satisfied with other
factors. Respondents whose income is above Rs.15,000 p.m. are highly satisfied with product quality,
availability, service, size and design and also satisfied with price of the product. Most of the
respondents belonging to various income level are highly satisfied with product quality.

TABLE-23 NATURE OF FAMILY & FACTORS CONSIDERED FOR PRODUCT SATISFACTION Sl.No Nature
of family Nuclear Joint 1 Quality 4.40 4.32 2 Price 3.79 3.95 3 Availability 3.88 3.88 4 Service
rendered 4.08 3.49 5 Size 3.61 3.80 6 Design 3.98 3.98 The table shows that respondents from
nuclear family are highly satisfied with product quality and service and also satisfied with other
factors. Respondents from joint family are highly satisfied with product quality and also satisfied with
other factors.Irrespective of the nature of family, most of the respondents are highly satisfied with
product quality.

TABLE-24 NUMBER OF FAMILY MEMBERS AND FACTORS CONSIDERED FOR PRODUCT

SATISFACTION Sl.No Family Size 2 3 4 Above 4 1 Quality 5.00 4.29 4.42 4.33 2 Price 4.00 3.64 3.83
3.90 3 Availability 4.00 3.79 4.00 3.76 4 Service rendered 5.00 4.00 4.05 3.65 5 Size 4.00 3.50 3.68
3.71 6 Design 4.00 4.07 4.02 3.90 It is inferred from the table that respondents whose family size is
two, are highly satisfied with all the factors ; respondents whose family size is three, are highly
satisfied with product quality, service and design and also satisfied with other factors ; respondents
whose family size is four, are highly satisfied with product quality, availability, service and design and
also satisfied with other factors ; respondents whose family size is above four, are highly satisfied
with product quality and also satisfied with other factors. Irrespective of the family size, majority of
the respondents are highly satisfied with product quality.

FACTOR RANKING ANALYSIS Factors considered by the respondents were analysed by ranking
method. For which respondents were asked to assign the rank of the factors which given in the
schedule. As per this technique, the number of respondents multiples the rank assigned by the
respondents. The preference is taken as total score assigned to a factor. The factor scoring the least
value is the most important rank was determined with ascending order. By using this technique, it
was decided to analyse the factors by ranking for some preference.

TABLE-25 RANKING ANALYSIS FOR AGE GROUP WITH ORDER OF PREFERENCE FOR PURCHASE
Particulars 18-30 years 31-40 years 41-50 years Above 50 years Age Score Rank Score Rank Score
Rank Score rank Quality 3.51 I 4.21 I 4.22 I 4.50 I Quantity 3.31 II 3.00 II 2.39 V 1.50 V Cost 2.91
III 2.89 IV 2.50 III 4.00 II Service rendered 2.63 V 2.00 V 2.44 IV 2.00 IV Brand 2.78 IV 2.95 III
2.83 II 3.00 III It is inferred from the table that first rank is given to the product quality under age
groups - 18-30 years, 31-40 years, 41-50 years and above 50 years. Last rank is given to the service
rendered under the age groups – 18-30 years and 31-40 years. Respondents’ belonging to the age
group of 41-50 years and above 50 years has given last rank to quantity of the product. Most of the
respondents under various age groups have given highest preference to the product quality

TABLE-26 RANKING ANALYSIS FOR EDUCATIONAL QUALIFICATION WITH ORDER OF PREFERENCE

FOR PURCHASE Particulars School level Graduates Post graduates Diploma Others Educational
Qualification Score Rank Score Rank Score Rank Score Rank Score Rank Quality 4.38 I 3.59 I 3.54 I
4.00 I 3.67 I Quantity 2.90 III 3.05 II 3.18 III 3.75 II 3.33 II Cost 2.43 IV 3.00 III 2.73 IV 3.00 III
2.67 IV Service rendered 2.28 V 2.60 V 2.18 V 2.25 IV 2.17 V Brand 2.95 II 2.76 IV 3.27 II 2.00 V
2.83 III It is clear from the above table first rank is given to the product quality by all age groups.
Last rank is given to service rendered by graduates, post graduates, professionals and school level
respondents, diploma holders have given last rank to product brand. Most of the respondents under
various educational levels are giving highest preference to product quality and least preference to the
service rendered.

TABLE-27 RANKING ANALYSIS FOR OCCUPATION WITH ORDER OF PREFERENCE FOR PURCHASE
Particulars Professionals Business Employed Agriculturist Others Occupation Score Rank Score Rank
Score Rank Score Rank Score Rank Quality 3.67 I 3.83 I 3.89 I 4.00 I 3.57 I Quantity 2.67 IV 3.17 II
3.15 III 2.58 IV 3.22 II Cost 2.50 V 2.58 IV 3.37 II 2.42 V 2.88 IV Service rendered 2.83 III 2.42 V
2.52 IV 3.17 II 2.31 V Brand 3.00 II 3.04 III 2.33 V 2.83 III 2.93 III It is inferred from the table that
first rank is given to the product quality under various occupational status and last rank is given to
the product cost by professionals and agriculturists; last rank to the brand by employed respondents
and last rank to the service rendered by businessmen, Students and house wives.

TABLE-28 RANKING ANALYSIS FOR MARITAL STATUS WITH ORDER OF PREFERENCE FOR
PURCHASE Particulars Married Single Marital Status Score Rank Score Rank Quality 4.17 I 3.47 I
Quantity 2.98 II 3.18 II Cost 2.83 III 2.88 III Service rendered 2.23 V 2.64 V Brand 2.81 IV 2.82 IV It
is clear from the above table that first rank is given to the product quality and last rank is given to the
service rendered by both married and unmarried respondents.

TABLE-29 RANKING ANALYSIS FOR FAMILY INCOME WITH ORDER OF PREFERENCE FOR PURCHASE
Particulars Below Rs.5000 Rs.5001-Rs.10,000 Rs.10,001-Rs.15,000 Above Rs.15,000 Family Income
Score Rank Score Rank Score Rank Score Rank Quality 3.90 I 3.40 II 4.08 I 3.86 I Quantity 3.02 II
3.42 I 2.75 III 2.43 V Cost 2.83 III 2.76 IV 3.17 II 3.57 II Service rendered 2.56 V 2.40 V 2.25 V 2.71
III Brand 2.72 IV 3.02 III 2.67 IV 2.57 IV It is inferred from the above table that first rank is given by
the respondents whose income level is below Rs.5,000, Rs.10,001-Rs.15,000 and above 15,000 to the
product quality and respondents under Rs.5,001- Rs.10,000 income group have given first rank to
product quantity. Last rank is given to the service rendered by the respondents under the income
levels of below Rs.5,000, Rs.5,001-Rs.10,000 and Rs.10,0001 to Rs.15,000. Respondents whose
income is above Rs.15,000 have given last rank to quantity.

TABLE-30 RANKING ANALYSIS FOR TYPE OF FAMILY WITH ORDER OF PREFERENCE FOR PURCHASE
Particulars Nuclear Joint Family type Score Rank Score Rank Quality 3.80 I 3.61 I Quantity 3.17 II
2.97 III Cost 2.88 III 2.83 IV Service rendered 2.37 V 2.71 V Brand 2.78 IV 3.05 II It is clear from
the above table that first rank is given to the product quality and last rank is given to the service
rendered by both nuclear and joint family respondents.

TABLE-31 RANKING ANALYSIS FOR FAMILY SIZE WITH ORDER OF PREFERENCE FOR PURCHASE
Particulars Two Three Four Above Four Family Size Score Rank Score Rank Score Rank Score Rank
Quality 3.00 III 3.93 I 3.76 I 3.67 I Quantity 5.00 I 2.79 IV 3.08 II 3.18 II Cost 4.00 II 2.29 V 2.88 IV
2.98 III Service rendered 1.00 V 3.07 II 2.29 V 2.57 V Brand 2.00 IV 2.86 III 3.00 III 2.61 IV It is
inferred from the table that first rank is given to the product quantity by the respondents whose
family size is two and first rank is given to the product quality by the respondents whose family size is
three, four and above four. Respondents, whose family size is three have given last rank to the
product cost and whose family size is two, four and above four have given last rank to the service
rendered.

 FINDINGS, SUGGESTIONS & CONCLUSIONS FINDINGS

1.The distinctive feature of the higher income group respondents is that, they shop as and when they
like. Similarly, the housewives shop almost weekly but the career going women do shop; only when
need arises.

2.Education also plays a key role in shopping behaviour, in the sense that, compared to the
respondents with no formal education, respondents having a good educational background shop
more of ten.

3.Majority of the respondents are students belonging to the age group of 18 to 30 years and an
analysis of the level of education, it is found that, they have attained graduation status. Most of the
respondents belong to nuclear family and number of members in the family ranges 4 or above 4.

4.In majority of the respondents family, women plays a major role in purchase decision and they
prefer to prepare item list before purchasing. The involvement each one has on the family matters,
influences their behaviour to a greater extent. The main aim of the study being to understand the
behaviour of individuals in the process of decision making, information gathering and need
identification.

5.In the selected sample, respondents gather information from both internal and external sources.
Majority of the sample respondents give importance to their friends and relatives opinions and
suggestions and thus adhere to the advice given by them as per their earlier purchase behaviour of
course advertisements do have a better say with lower and middle income respondents.

6.Majority of the respondents prefer to purchase products from departmental stores rather than other
types of shops, as they feel it is economical and products are of good quality.

7.The sample respondents adopt bargaining method of purchase, some do not follow this method
because of their confidence in buying.

8.Some respondents are ready to purchase new products offered in order to make a test purchase
and some respondents are not ready for test purchase.

9.The respondents are not conforming to the purchase list for the reason that they have forgetten to
add some items in purchase list.

10.Most of the respondents are aware of the quality marks and they carry the products in their own
vehicle or by bus and some avail the benefit of door delivery.

11.The sample respondents prefer cash payment rather than credit payment. The result from the
respondents says that most of them are facing various problems like harassment, adulteration, no
follow up service, poor quality, etc during and after purchase.

12.The post purchase behaviour of the sample respondents reveal the fact that, the decision process
is not a satisfactory affair. The pressure of negative attitudes mount up in certain families and is
overcome by convincing, compromising, augumenting, etc. To overcome such an attitude, either they
get convinced or as observed in the study, the way for getting rid of the product and not to buy it
again is a better option.

13.Most of the respondents are interested in recommending the product purchased by them to others
and are satisfied with salesmen service.

14.This clearly indicates that in family purchase decisions, inspite of an individual’s age, income, level
of education, status, family size, etc, the interactive they have with each other leads the way for best
‘buy’. Ultimately greater the interaction, better the involvement and may be a satisfactory purchase.

15.Most of the respondents under various personal factors have given highest preference to product
quality.

16.Most of the respondents were satisfied with all the factors like price, quality, availability, service,
size and design and no one is dissatisfied with the above mentioned facts.

SUGGESTIONS Purchase decision process which is characterized as more complex in its nature, has
been subject to research often, only recently. This study is an attempt to explore the purchase
decision process within a family with special reference in women’s purchasing behaviour and their
role in purchase decision. To the Marketers: ‘Family’ influence in the purchase decision process is to
be considered more seriously than the influence of any other factor, for the simple and the most
importance reason, that, it is the family that decides the consumption pattern, choice of products,
brands, stores and other product related aspects. The marketing strategy to be adopted under
conditions where purchase decisions are husband dominated has to necessarily differ when such
decisions are wife dominated or even syncratic decisions. In order to reach the prospective buyer
without any complications, the Marketer’s prime responsibility is to identify the person dominating the
decision making process and he / she is to be influenced further towards the desired action. It is
believed that, such an approach will serve the purpose more effectively than a generalized approach
often practiced by Indian Marketers towards the family purchase activity. Consumer behaviour
research is an effective tool in Marketing for all types of organization. It provides clues as how to
reach and serve the consumers more effectively. In order to achieve success in the market, the
companies may adopt this methodology.

To the Public: Women should be aware of the new products introduced in the market and of its
special features, price, quality, etc. They should be capable of identifying duplicate products and
should avoid purchasing unnecessary items. Purchase is to be made on the basis of the quality,
income and according to the budget. Women must know the standard shop which sell products at
reasonable prices with excellent service. They should give importance to the package date,
manufacturing date, ISI marks, expiry date, brand etc while purchasing. They should bargain and
should clarify their doubts regarding the product, they buy. Proper planning is essential before going
for purchasing and should know the credit facilities, offers, discounts, etc available for the products in
the market. To conclude, in order to bring about lasting happiness in purchase, decision should be
‘Joint Decision’.

CONCLUSION Successful companies now-a-days take an inside – out view of their business. They
recognize the importance of continuous monitoring and adopting to the environment. They also
spend more time with customers and with watching competitors because changes in environment
pose good opportunities for the marketers to still flourish. The modern market is highly competitive
and transitional. The prominence gained by individual consumer in marketing decision making
compels the marketer to look at and organize the component of marketing mix through the
customer’s eyes. Hence consume behaviour research has come into existence. First, a company must
decide what it can sell, how much it can sell, to whom it can sell and what approaches must be made
to attract the targeted customers. The customer do not accept any product, which does not give
them complete satisfaction with regard to both mental and physical satisfaction. So it can be said that
the modern market is consumer oriented and any products success or failure is determined only by
the consumers. A company must decide what it can sell, how much it can sell, to whom it can sell
and what approaches must be made to attract the targeted customers.

The customer do not accept any products which does not give them complete satisfaction with regard
to both mental and physical satisfaction. So it can be said that the modern market is consumer
oriented and any product success or failure is determined only by the consumers. Thus, to achieve
success in the market, it has become highly unevitable to produce goods in such a manner as
preferred by the customer, as he is the king around whom the entire marketing activity revolves. In
present era, women plays vital role in all field. To conclude, women plays a major role in taking
purchase decision for non-durables.

Written By:  S.Saravanan  8 years of experience in the field of commerce and produced
10 M.Phil Research Scholers in the fields like Marketing, Finance and Human resource
management and presented 13 papers in various international, national and state level
seminars and act as a resource person in seminar and working as a placement co-
ordinator in the college.  sarans456@gmail.com