Full chapter 18.7.2013

CHAPTER I
INTRODUCTION AND DESIGN OF THE STUDY
1.1 INTRODUCTION
The refrigerator is used more than any other appliance in your kitchen. It
is at work 24 hours a day. It does so much for you: keeps your foods cold or
frozen, allows you to prepare meals ahead, and allows you to shop ahead.
The refrigerator also uses more energy than any other appliance in the
kitchen. It is third in energy use only to house heating and cooling and water
heating. To understand refrigerator energy use and how to get the most benefits
from the energy used, it will help you to know more about refrigerators.
1.1.1 PROCESS
In a refrigerator heat is removed by a refrigerant, Freon that flows
through a tube connecting three refrigerator components: an evaporator, which
may be wrapped around the freezer compartment or concealed: a compressor,
located beneath the refrigerator and a condenser, located beneath or behind the
refrigerator.
In the evaporator the refrigerant changes from a liquid to a gas. In this
part of the process the refrigerant removes excess heat from foods in the
refrigerator compartment and freezes foods in the freezer. Moisture condenses
and freezes on the evaporator and must be removed by manual or automatic
defrosting. The gaseous refrigerant is returned to its liquid state through
compression and condensation. In the compressor the gaseous refrigerant
becomes very hot. The refrigerant then dissipates heat through the condenser to
the outside of the refrigerator and becomes a liquid to repeat the refrigerator
process.
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1.1.2 TYPES
Where refrigerator components will be located in a refrigerator depends
on the refrigerator type.
1.2 MANUAL DEFROST REFRIGERATORS
(Conventional Refrigerators)
Manual defrost refrigerators were the first type developed. One
evaporator cools both the refrigerator and freezer compartments, so a manual
defrost refrigerator has a single outer door. Manual defrost refrigerators are still
sold, but because the evaporator or freezer temperature is only about 15° F, ice
cream will be soft and frozen foods cannot be kept long. Manual defrost
refrigerators are no longer very popular, partly because they do not keep frozen
food well, but mostly because defrosting refrigerators manual1y is time
consuming and messy.
1.2.1 PARTIAL DEFROST REFRIGERATORS
Partial automatic defrost refrigerators have two doors and have separate
refrigerator and freezer compartment. The freezer compartment keeps foods at
about 0oF, cold enough to keep ice cream hard and provide longer food storage.
Since freezers in partial defrost refrigerators still require manual defrosting,
partial defrost refrigerators also are not very popular.
1.2.2 FROST-FREE REFRIGERATORS
Most refrigerators sold today are frost-free. There is no frost in the
refrigerator because the evaporator is concealed. Cold air is blown into the
refrigerator and freezer and keeps food evenly cool or frozen. Frost, which
forms on the evaporator coils of a frost-free refrigerator, is melted during an
automatic defrost cycle. The water from the frost drains into a tray beneath the
refrigerator and evaporates into the air in the kitchen.
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Frost-free refrigerators keep foods in the freezer at about 0°F for good
storage. Because defrosting is unnecessary, frost- free refrigerators are the most
popular of the three refrigerator types. The freezer location on a frost-free
refrigerator can be on the top, bottom, or side of the refrigerator.
1.3 MARKETING
The American Marketing Association has defined marketing as "The
process of planning and execution, conceptions, pricing, promotion and
distribution of ideas, goods, services to create exchanges that satisfy individual
and organizational goals." This takes into account all parties involved in
marketing effort; members of the producing organization, reseller of goods and
services, and customer or clients.
Marketing is a social and managerial process by which individuals and
groups obtain what they need and want through creating and exchanging
products and value with others.
The first known artificial refrigeration was demonstrated by William
Cullen at the University of Glasgow in 1748, who did not use his discovery for
any practical purpose.
In 1805, an American inventor, Oliver Evans, designed the first
refrigeration machine. An American physician, John Gorrie built a refrigerator
based on Evan’s design in 1844, used to make ice to cool the air for his yellow
fever patients.
1.4 INTRODUCTION TO THE INDUSTRY
Refrigerators are being manufactured in India for the last four decades.
Till early nineties only direct-cool refrigerators were used in India. Videocon
introduced frost-free refrigerators in 1991.
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1.4.1 CURRENT SCENARIO
The current demand for refrigerators is approximately 2.9 million units
per annum. The 165-200 litres of refrigerators comprise of 80percentage of the
total demand. Frost-free refrigerators contribute 15percentage of the total
demand with 5percentage coming from the premium range.
1.4.2 FUTURE TREND
The replacement market is expected to increase to 25-30percentage on
account of faster replacement (further induced by exchange scheme).
Refrigerator market is expected to grow at a CAGR of 14 in the medium term
aided by the rising per capita income and growing consumerism.
By and large the Indian consumer durable industry is a vast industry of
this country. Of which, the white goods industry has been growing at an
average pace of 10-12percentage every year for the last five years. There have,
of course been some good and bad years. Refrigerators form the largest
segment of this industry and is estimated at about 3 million appliances. The
refrigerator industry is growing at a rate of 10 to 12percentage.
The frost-free market constitutes 16percentage of the total refrigerator
market. The total refrigerator market is expected to grow at the rate of
10percentage in the next three years. Today, frost-free refrigerators are growing
more rapidly than the direct-cool models. As of now around 15 million direct-cool
refrigerators are ready to be replaced with frost free, especially in the 165-
litres category.
The refrigerator industry has shown a negative growth of 5percentage
for the first six months and is expected to end the year with a decline of
4percentage compared with a negative growth of 2percentage last year. In the
period between January and September, Whirlpool increased its market share
by 2 percentage and Kelvinator by 1 percentage from their respective shares
last year.
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1.5 INTRODUCTION TO THE PRODUCT
The process of refrigeration and its related equipment and products have
changed phenomenally over the past couple of years, due to an assertive global
alarm on the harmful effects of ancient and non eco-friendly methods of
refrigeration. Earlier, the eco-friendly attributes of refrigeration processes and
refrigerators remained untapped.
Since 1990, there has been a tremendous change in the refrigeration
industry with regard to technology, product and proliferation of brands. Newer
technologies are being pumped into the industry, some of, which will become
mandatory over the years and some that will enhance the competitiveness of
the products.
The existing compressor-based refrigeration (i.e., mechanical
refrigeration) system has reached the maximum level of innovation. For the last
few decades, there has not been any significant increase in the efficiency (i.e.
coefficient of performance, COP) of the system. Moreover, with the increasing
awareness of environmental degradation, the production, use and disposal of
CFC and HCFC as refrigerants in mechanical refrigeration system has become
a subject of great concern. “However, now, such systems are being developed
using more eco-friendly refrigerants viz.
India has formed an association – ‘Green Forum’, for equipment
manufacturers and suppliers looking towards following and implementing eco-friendly
measures and practices in their respected operations and products. The
move provides an exciting new avenue to seek technology and finances to
companies whose prime forte and product is refrigeration.
1.6 OBJECTIVES OF THE STUDY
1. To know the brand preference of refrigerators.
2. To know the satisfaction of the customers towards the refrigerator.
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3. To ascertain the factors influencing the customers to purchase the
refrigerator.
4. To ascertain the buying motives of customer.
5. To find the reasons for changing the behavior of customer.
1.7 HYPOTHESIS
 There is no association between age and monthly income of the
respondents.
 There is no association between educational qualification and
occupation of the respondents.
 There is no association between educational qualification and monthly
income of the respondents.
1.8 METHODOLOGY
1.8.1 RESEARCH DESIGN
Research Design is the conceptual structure within which research is
conducted. The research describes the existing state of affairs of the
refrigerators in Karur town. The research constitutes the collection of data,
measurement and analysis of data.
1.8.2 SOURCES OF DATA
The data are collected in both way i.e., primary and secondary data.
Primary data are those, which are collected afresh and for the first time, thus it
is original in character.
The secondary data, on the other hand are those, which have already,
been collected by some one and which have already been passed through the
statistical process.
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In the study, primary data was collected from the respondents using
interview schedule. Secondary data was collected from the magazines and
internet.
1.8.3 SAMPLING
The study was conducted with a sampling size of 100 respondents.
Convenient sampling was adopted for the collection of data.
1.8.4 PERIOD OF STUDY
The study covers period of 3 years from 2009 to 2011.
1.8.5 FIELD WORK AND COLLECTION OF DATA
The field work of this study was conducted during the period of Nov
2011 to Jan 2012. The data were collected through pre-tested interview
schedule.
Application of statistics is:
For the study, descriptive statistics namely percentages were used and
inferential state namely chi-square, correlation and ANOVA were used to test
the hypothesis framed for the study.
1.8.6 LIMITATIONS OF THE STUDY
1. The study is restricted to Karur town only due to paucity of time.
2. Only 100 consumers were considered as sample for the study because of
cost constraints.
3. The period of survey is limited.
4. The analysis was based on data collected with help of interview
schedule have its own limitations.
1.9 CHAPTER SCHEME
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This study consists of 5 chapters.
Chapter I Deals with introduction and design of the study.
Chapter II Discusses the brief outline about the consumer behaviour.
Chapter III Deals with Profile of Karur town and Product, Enumerates the
profile of the study area and features of the refrigerator.
Chapter IV Deals with analysis and interpretation. Assesses the users
attitude towards the refrigerator.
Chapter V Brings out the summary of findings, suggestions and conclusion.
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CHAPTER - II
CONSUMER BEHAVIOUR
In olden days, marketers could understand consumers through the daily
experience of selling to them. But the growth in the size of firm and markets
has removed many marketing decision makers from direct contact with
consumers. The study of consumer behaviour answers many questions.
2.1 MEANING OF CONSUMER BEHAVIOUR
The term consumer behaviour is a subset of human behaviour. However,
it does not mean that all human behaviour is oriented towards consumption. In
the words of Glern Wilters “Human behaviour refers to the total process by
which individuals interact with their environment.”
According to Boone & Kurtz “Consumer behaviour is the outcome of
both individual and environmental influences”. To be the specific consumer
behaviour refers to the act of consuming a goods or service.
DEFINITIONS
According to Leon G. Schiffman, Leslie Lazar Kanuk “The behaviour
that consumer display in searching for purchasing, using, evaluating and
disposing of products, services and ideas which they expect will satisfy their
needs".
2.2 ROLE OF CONSUMER BEHAVIOUR
INITIATOR
The individual who determines that some need or want is not being met
and authorizes a purchase to rectify the situation.
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1. INFLUENCER
A person who buys some intentional or unintentional work or action
influences the purchase decision. The actual purchase and or the use of the
product or service.
2. BUYER
The individual who actually makes the purchase transaction.
3. USER
The person most directly involved in the consumption or use of the
purchase.
2.3 CONSUMER BEHAVIOUR IS AN INTER DISCIPLINARY
SCIENCE
Consumer behaviour was a relatively new field of study in the mid to
late 1960's with no history or body or research of its own, the new discipline
borrowed heavily from concepts developed in other scientific disciplines. Such
as Psychology, Sociology, Social Psychology, cultural anthropology and
economics.
1. PSYCHOLOGY
Psychology is the study of the individual. It includes the study of
motivation, perception, attitudes, personality and learning patterns. All these
factors are integral to an understanding of consumer behaviour.
They enable us to understand the various consumption needs of
individuals, their actions and reactions in response to different products and
products messages and the way persona1ity characteristics and previous
experience affect their product choices.
2. SOCIOLOGY
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Sociology is the study of groups. Group behaviour the actions of
individuals in groups often differs from the actions of individuals operating
alone. The influence of group membership, family structure and social class on
consumer behaviour are all relevant to the study of consumer segments in the
market place.
3. SOCIAL PSYCHOLOGY
Social Psychology is an amalgam of sociology and psychology. It is
time study of how an individual operates in a group. The study of consumer
behaviour is not only study of how groups operate in terms of market behavior.
4. CULTURAL ANTHROPOLOGY
The study of human beings in society is the study of cultural
anthropology. It traces the development of the core beliefs, values, and customs
that are passed down to individuals from their parents and grand parents and
influence their purchase and consumption behaviour. It also includes the study
of sub cultures and lends itself to a comparison of different nationalities with
diverse cultures and customs.
5. ECONOMICS
An important component of the study of economics is the study of
consumers how they spend their funds, how they evaluate alternatives, and how
they make decisions to maximize satisfaction. Many early theories concerning
consumer behaviour were base on economic theory. For example, the
Economic man theory postulates that individuals act rationally to maximize
their utilities in the purchase of goods and services. More recent consumer
studies have indicated that individuals act less than rationally to fulfill their
psychological needs.
2.4 FACTORS INFLUENCING CONSUMER BEHAVIOUR
The consumer behaviour is influenced by internal and external factors.
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1. INTERNAL FACTORS
Internal influences are reflected in motivation, perception. learning,
attitudes and personality of buyers. These are also known as the psychological
determinants of consumer behaviour.
A. MOTIVATION
Motivation acts as a driving force in the flow towards purchase action
Motivation has direct cause and effect relationship. Motivation the drive to act,
to move, to obtain a goal or an objective. Motivation is a mental phenomenon.
It is affected by perceptions, attitudes, personalities traits and by outside
influences such as culture and marketing efforts. Motivation in buyer is
concerned with the reasons that impel buyer to take certain actions.
B. PERCEPTION
Motivation provides a basic influence upon buyer behaviour, while
perception is operationally critical. A motive creates a disposition to act,
perception triggers or causes the behaviour in a certain way. Perception
influences (or) shapes the behaviour.
C. LEARNING
Learning is the central topic in the study of human behaviour. Learning
is defined as all changes in behaviour that result from previous experience and
behaviour in similar situations. Learning is the product of reasoning, thinking,
information processing and of course perception. Consumer behaviour is
critically affected by the learning experiences of consumers.
D. ATTITUDES
Social Psychologist defines attitudes as an emotionalized predisposition
to respond positively or negatively to an object (or) class of objects.
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The concept of predisposition includes our familiar concepts of
attitudes, beliefs, goals and values. Attitudes affect both perception and
behaviour.
In general, an. attitude is a state of mind or feeling. It induces a
predisposition to behave in someway. Attitudes are very important in
explaining buyer behaviour.
E. PERSONALITY
Personality is a complex psychological concept. Its primary features are
self-concept roles and levels of consciousness. Freud pointed out that human
personality has three parts.
 The id, the source of all mental energy which drives us to action.
 The super ego, the internal representation of what is socially approved
out conscience.
 The ego the conscious director of id impulses for finding satisfaction in
a socially acceptable manner.
F. PSYCHOGRAPHICS (LIFE STYLE)
Psychographics of life style marketing is a new technique for analysing
predicting consumer behaviour. Life style is a typical way of living, in a
dynamic society. It measures the people's actions in terms of psychological
factors combined with demographic to us. It is concerned with people rather
than products. Life style segmentation provides a better insight into buyer
behaviour. It is a good combination of demographic and psychological factors
determining consumer behaviour. Consumers buy products to enhance their life
styles.
2. EXTERNAL FACTORS
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The consumer behaviour is influenced by external forces such as social,
cultural factors reference groups, Social classes, status, symbols, etc.,
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A. FAMILY
Most of the consumers belong to a family group. The family can exert
considerable influence in shaping the pattern of consumption and indicating the
decision making roles. Personal values, attitudes and buying habits are shaped
by family influences. Marketing policies regarding product, promotion and
channels of distribution are influenced by members making actual purchase.
B. REFERENCE GROUP
The concept of reference group is borrowed from sociology and
Psychology. Consumer behaviour is influenced by small groups to which the
consumer belongs. Reference groups are the social, economic or professional
group and consumer uses to evaluate his or her opinions and beliefs. Buyer can
get advice or guidance in his to her own thoughts and actions from such small
groups. Reference groups is useful self evaluation and attitude formation.
Consumer accept information, provided by their peer groups omits quality of
the product, on its performance, style etc., which is hard to evaluate
objectively. A person may have several reference group for various subjects.
He may Prefer particular brand because reference group prefers that particular
brand of the product. Opinion leaders can act as effective agencies of
communication on behalf of marketing management. Marketing effort may be
directed to provide such opinion leaders.
C. SOCIAL CLASS
Sociology points out the relationship between social class and
consumption. Consumers buying behaviour is determined by the social class to
which they belong or to which they aspire, rather than by income alone.
Broadly speaking there are three distinct social classes upper, middle and lower
classes. Consumer belonging to middle classes usually stress rationality,
exhibit greater sense of choice making. Where as consumer of lower classes
have essentially non rational purchase and show limited sense of choice
making. Upper class consumers want products and brands that are clear
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symbols of social status. Middle class people shop carefully and read
advertisement and compare prices before they buy. Lower class consumers buy
usually on impulse and should be influenced by point of purchase materials.
D. CULTURE
Culture represents an overall social heritage a distinctive form of
environmental adoption. It includes a set of learned beliefs, values, attitudes,
morals, customs, habits and forms of behaviour that are shared by a society and
transmitted form generation to generation within that society. Cultural
influence is a force, shaping both pattern of consumption and pattern of
decision making from infancy. Much of consumer behaviour is determined by
culture.
Technological advance may influence cultural changes. Educational and
travel can have considerable influence on culture marketing strategies can be
developed for each culture separately. Sub culture exists with the dominant
culture with its own set values, beliefs, attitude, habits and behaviour pattern.
In Indian culture we have some important bases of sub culture such as caste,
region, religion. Thus pattern of behaviour would vary between North and
South India, Brahamins and Vaishyar, Muslims and Jains.
2.5 TYPES OF BUYING BEHA VIOUR
1. COMPLEX BUYING BEHAVIOUR
Consumers go through complex buying behaviour when they are highly
involved in a purchase and aware of significant differences among brands.
Consumers are highly involved when the product is expensive, bought
infrequently, risky and highly self expressive. Typically the consumer does not
know much about the product category and has much to learn.
This buyer will pass through a learning process characterized by first
developing beliefs about the products, then attitudes, and then making a
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thoughtful purchase choice. The marketer of a high involvement product must
understand the information - gathering and evaluation behaviour of high
involvement consumers. The marketer needs to develop strategies that assist
the buyer in learning about the attributes of the product class, their relative
importance and the high standing of the Company's brand on the more
important attributes.
2. DISSONANCE REDUCING BUYING BEHAVIOUR
Sometimes the consumer is highly involved in a purchase but uses little
difference in the brands. The high involvement is again based on the fact that
the purchase in expensive, infrequent and risky.
After the purchase, the consumer might experience dissonance that
stems from noticing certain disquieting features of the carpet and justify his
decision. Here marketing communication should aim to supply beliefs and
evaluation that help the consumer feel good about his brand choice.
3. HABITUAL BUYING BEHAVIOUR
Many products are bought under condition of the low consumer
involvement and the absence of significant brand differences. If the consumer
keep reaching the same brand, it is out of habits, not Strong brand loyalty. The
buying process is brand beliefs formed by passive learning followed by
purchase behaviour.
4. VARIETY SEEKING BUYING BEHAVIOUR
In this buying behaviour some buying situations are characterized by
low consumer involvement but significant brand differences. Here consumers
are often observed to do a lot of brand switching. Brand switching occurs rather
than dissatisfaction.
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2.6 BUYING PROCESS
For Marketing Management the most important behaviour on the part of
a prospective buyer or consumer is the process of deciding whether to buy or
not to buy.
Buying process represents problem solving approach and includes the
following five steps.
1. PERCEIVED WANT OR DESIRE
Buying process begins when a person begins to feel that a certain need
or desire has arisen and it has to be satisfied. Needs may he ignited by internal
or external stimulus called a sign or cue. The intensity of want will indicate the
speed with which a person will move to fulfill the unsatisfied want other less
pressing wants may have to be postponed as the buyer cannot have unlimited
purchasing power. Marketing management should offer appropriate cues in the
communications which can promote the sale of the product.
2. INFORMATION SEARCH
Aroused needs can be satisfied promptly when the desired product is not
only known but also easily available. But when it is not clear what type or
brand of the product can offer best satisfaction and where and how it can be
secured, the person will have to search for relevant information about brand,
location and the manner of obtaining the product. Marketer also provides
information through salesman, advertising dealers, packing sales promotion
and window display.
Marketers are expected to provide reliable, up - to - date and adequate
satisfaction regarding their products and services. Average consumers are
always in need of reliable guidance and information, seller is expected to
provide their services.
3. EVALUATION OF ALTERNATIVES
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Available information can be employed of evaluate alternatives. This is
critical step in the process of buying, particularly closely desirable goods.
There are several important elements in the process of evaluation.
 A product is viewed as a bundle of attributes. These attribute (or)
features are useful for evaluating alternative brands.
 Information cues of Hints about a set of characteristics of the product
(or) brand such as quality, price, distinctiveness, availability, etc., on
provided by marketers, these can be compared and evaluated in the
buying process.
In order to reduce the number of alternatives some consumers may
consider only more critical attributes and mention the level for these attributes.
2.7 PURCHASE DECISION
While the consumer is evaluating the alternatives, she / he will develop
some likes and dislikes about the alternative brands. This attitude to wards
brand influence her / his intention to buy. Other factors which may influence
the intention to purchase are,
1. Social factor
2. Situational factor
3. Perceived risk may influence the decision to purchase
Higher priced products involve higher degree of risk. Sophisticated
products involve performance risk. Consumers may not have confidence in
foreign products involving higher cost and they would prefer national brands to
reduce risks and problems of service after sale.
PURCHASE EXPERIENCE AND BEHAVIOUR:
The brand purchase and the product use provides feed back of
information regarding attitudes. If the level of satisfaction derived is as per
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expectations, it will create brand preference influencing future purchase. But if
the purchased brand does not yield desired satisfaction negative feelings will
occur and this will create anxiety and doubts. This phenomenon is called
cognitive dissonance.
Marketers should be aware of the full range of ways in which the
consumer handles dissatisfaction. Marketers must take necessary steps to
minimize the amount of consumer post purchase dissatisfaction.
Modem concepts of buyer behaviour point out that behaviour is the
result of interaction between person centered factors and situation centered
factors. Marketers must be aware of the person centered factors such as buyer
motivation, learning, perception, attitude, value and belief. Similarly, marketers
must also be aware of social environment and inter-personal interactions
influencing buyer behaviour.
2.8 BUYER BEHAVIOUR THEORIES
From the very early times efforts were made to explain the motivational
processes that influence buying behaviour. All social sciences have contributed
separate theories and tried to find out these phenomena. These theories for
convenience may be grouped as under.
 Economic Theories
 Psychological Theories
 Psycho - analytical Theories
 Socio - Cultural Theories
1. Economic Theories
a) Marginal Utility Theory:
This theory was developed by classical economists. According to them,
a consumer will continue to buy a such products that will deliver him the most
utility or maximum satisfaction at relative prices. Economists held the view
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that man is rational in all his activities and purchasing decisions are the result
of economic calculations.
Marketers, however, do not accept this theory, on the ground that it fails
to explain how product and brand preferences are formed further, economic
factors alone cannot explain variations in sales. For instance, when price is
reduced some may not buy, thinking that quality of the product has gone down.
On the contrary, the general feeling is that a price reductions increases the
relative value of goods and hence sales increase. The theory however provides
a useful frame of reference for analyzing only one small corner of the' block
box'.
(b) Income and Savings Theory
This theory is based on the fact that purchasing power is the real
determinant of buying. Purchasing Power, on the other hand, is dependent on
'disposable income" that is income left after payment of tax and savings. To
facilitate how people allocate changes in their total income between spending
and saving, there are two concepts as given by the economists.
The marginal propensity to consume, and
The marginal propensity to save
The marketers are interested in examining the effect of changes in
income on spending and saving as this will have a direct bearing on buying
habits. The theory states that personal consumption spending tends both to rise
and fall at a slower rate than does the disposable income. In certain situation,
spending rises faster than income and, at certain other times, a higher
proportion may be saved.
Though the theory does not explain consumer behaviour in specific
terms, the concept is used in planning and analysis of demand.
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2. PSYCHOLOGICAL THEORIES
These theories are also called as learning theories. The essence of these
theories lies in the fact that, People learn from experience, and the results of
experience will modify their actions on future occasions. The importance of
brand loyalty and repeat purchase make learning theory more relevant in the
field of marketing.
a. Stimulus Response Theories
Stimulus response theory, after constant refinements, is now based on
our central processes. They are drive, cue, response and reinforcement.
"Drives" are needs or motives that are stronger where as a 'cue' is a weaker
stimuli. The "response" is the resultant reaction of some stimuli. If it is based
on cue, the response may be shifting form one brand to another brand based on
previous experience. In other words, cues will create different degrees of
responses under different occasions. Reinforcement is the process by which
rewarding experience in the past are strengthened. It is here brand preferences
are strengthened leading to brand loyalty. The purpose of giving free samples
of newly introduced product is nothing but to actives this reinforcement.
b. Cognitive Theories
This theory was propounded by Festinger mainly to explain certain post
buying behaviour. According to," it, stimulation of want is conditioned by a
customer's knowledge, his perception, beliefs and attitudes. Perception is the
sum total of physical stimuli and personal factors.
Though the theory was developed to explain a decision phenomena, it is
suitable for explaining pre - decision anxiety also. An important goal, both of
advertising and personal seling, is to reduce cognitive dissonance on the part of
buyer and prospects.
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c. Gestalt and Field Theories
According to the theory learning and consequent behaviour is not
independent, but is a total process. They argue that human behaviour is not
independent, but is a total process. They argue that human behaviour must be
viewed as individually patterned totalities. Behaviour should be explained in
terms of all the factors that are operating when an event happens. Thus, buying
is not motivated by a single element. But is the sum - total of many elements.
3. PSYCHO - ANALYTIC THEORIES
This theory is developed from the thoughts of sigmund freud. He
postulated the personality has three basic dimensions; id refers to the free
mechanism that leads to strong drives such drives (motives) are not influenced
by morality or ethics. Ego refers to the act of weighing consequences and tries
to reconcile with reality. It is an equilibrating device that leads to socially
acceptable behaviour and imposes rationality on the id. The ego weighs the
consequences of an rather than rushing blindly into the activity.
Super ego is a person's conscience. It is highly rational and tries to keep
the activities morally right, in essence, the id urges an enjoyable act: the super
ego presents the moral issues involved and the ego acts as the arbitrator in
determining whether to proceed or not. This has led to motivation research and
has proved to be useful in analysing buyer behaviour. This in turn, has
contributed some useful insights in the advertising and packing fields.
4. SOCIO - CULTURAL THEORIES: (GROUP THEORIES)
The credit for formulating this theory goes to Thorstein Veblen (1899)
and the theory is sometimes known as "Veblenian Model". He asserted that
man is primarily a social animal and his wants and behaviour are largely
influenced by the group of which he is a member. The tendency of all people is
to 'fit in' a society inspite of their personal like and dislikes. Most of the luxury
goods are bought primarily because one's neighbour of the same status bought
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it. Culture, subculture, social classes, reference groups, family are the different
factor groups that influence buyer behaviour.
Reference Groups indicate the position of a particular group of persons
in a society. Man is essentially a social being and interacts with other
individuals in a variety of social groups. Inspite of personal differences people
may be forced to accept the decision of Society;
CHAPTER – III
PROFILE OF THE STUDY AREA AND PRODUCT
FEATURES
3.1 PROFILE OF KARUR TOWN
Karur is a town and a municipality in Karur district in the Indian state of
Tamilnadu. It is the headquarters of Karur district.
Karur district, with headquarters at Karur, is the most centrally located
district of Tamilnadu. Its about 371km south west of Chennai (Madras), the
capital of Tamilnadu.
Karur district is bounded by Namakkal district in the north, Dindigul
district in the south, Tiruchirapalli district on the east and Erode district on the
west.
In this chapter, the researcher is going to focus the following areas;
 History
 Karur District
 Geography
 Climate
 Demographics
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 Economy
 Agriculture
 Home Textile
 Paper
 Bus body Building
 Cement
 Sugar Factory
3.1.1 HISTORY
Karur is one of the oldest towns in Tamilnadu and has played a very
significant role in the history and culture of the Tamils. Its history dates back
over 2000 years, and has been a flourishing trading centre even in the early
Sangam days. Epigraphical, Numismatic, Archaeological and Literary evidence
have proved beyond doubt that Karur was the capital of early Chera kings of
Sangam age.
Karur was built on the banks of river Amaravathi which was called
Aanporunai during the Sangam days. The names of the early Chera kings who
ruled from Karur, have been found in the rock inscriptions in Aru Nattar Malai
close to Karur.
KARUR DISTRICT
Karur district Collector is the Head of the District administration and
District Collector’s Office is the centre of District Administration situated in
Master Plan Complex in Thanthondrimalai. It is nearly 6km from karur bus
stand and 8km from Railway station on the way to Dindigul via Vellianai.
3.1.3 DISTRICT STATISTICAL 2005 - 2006
Geographical Position
North Latitude - Between 11.00’ to 12.00’
25

East Longitude - Between 77.28’ to 78.50’
1. Timber (Cu.m) - Nil
2. Fuel wood (MT) - Nil
3. Pulp wood (PT) - Nil
4. Sandal wood (MT) - Nil
5. Rubber ( MT) - Nil
6. Bamboo (Tonne) - Nil
7. Tea Green Leaves (Tonne) - Nil
8. Wattle Bark (MT) - Nil
9. Cashew (Tonne) - Nil
Electricity:
A. Generation of Electricity
a. Hydro - Nil
b. Wind mill Generation - Nil
c. Thermal - Nil
d. Power Purchased - Nil
e. Gas Turbine - Nil
B. Consumption of Electricity (in m.u.) Kwh.
a. Agriculture - 27.35
b. Industry - 40.61
c. Commercial - 54.01
d. Domestic - 207.80
e. Public Lighting & Water Works - 17.28
f. Sales of Licensees - Nil
g. Sales to Others States - Nil
h. Miscellaneous - Nil
3.1.4 GEOGRAPHY
Karur is located at 10.950 N 78.080 E. It has an average elevation of 122
metres (400 feet).
26

3.1.5 CLIMATE
The highest temperature is obtained in early May to early June usually
about 370C, though it usually exceeds 390C for a few days most years. Average
daily temperature in Karur during January is around 240C, though the
temperature rarely falls below 190C.
The average annual rainfall is about 615mm. The city gets most of its
seasonal rainfall from the north-east monsoon winds, from late September to
mid November.
3.1.6 DEMOGRAPHICS
As of 2011 India census, GR India Karur had a population of 76,328.
Males constitute 50% of the population and females 50%. Karur has an average
literacy rate of 78%, higher than the national average of 59.5%:male literacy is
84%, and female literacy is 72%. In Karur, 10% of the population is under 6
years of age.
3.1.7 ECONOMY
· Agricultural
Utilisation of land area in Karur district is up to 44.59%, 4.76% of the
land area remains as other uncultivated land. 2.74% is forest area in
Karur district. Black soil is the predominant soil type in this district
accounting for 35.51% followed by lateritic Soil for 23.85%. Rest
20.31% is comprised of sandy, coastal and alluvium soil.
· Home Textiles
Karur is famous for its home textiles. Karur has a niche in five major
product groups-bet linens, kitchen linens, toilet linens, table linens and
wall hangings. Overall Karur generates around Rs.2000 crores ($400
27

million dollars a year) in foreign exchange through direct and indirect
exports. Allied industries like ginning and spinning mills, dyeing
factories, weaving etc employees around 200000 people in and around
Karur.
On the international textile map Karur has become synonymous with
hand-loom “made-ups” first as Tirupur in the hosiery product. The
weaving industry came to Karur from Kerala and has earned a
reputation for its high quality hand-loom products today. Hand-loom
exports from Karur began on a modest scale with just 15 exporters in
1975 and today Karur has 100s of exporters.
The hand-loom products being exported have been broadly classified
under three heads viz., kitchen, bathroom and bedroom furnishing items.
Some of the hand-loom made-ups exported from Karur are Bedspreads,
Towels, Floor rugs, Tea towels, Napkins, Aprons, Kitchen towels, Pot
holders, Plate mats, Bathmats, Tea mats, Curtains, Pillow, Ouilt Covers,
Shower curtains etc.,
· Paper
TNPL is promoted by the Government of Tamilnadu with loan
assistance from the World Bank. Today TNPL is the largest producer of
bagasses (sugarcane waste from Sugar mills) based paper in the world
and the 2nd largest paper producer in India. TNPL produces 230000 tons
of printing & writing paper and consumes 1 million tones of bagasses
every year.
· Bus Body Building
Karur is a renowned centre for bus building industries. This is a unique
feature of Karur and almost 90% of south Indian bus bodies are being
28

built here. The total business in estimated to be around Rs.750 crore per
annum.
· Cement
Chettinad Cement Corporation Ltd was formed 1962 to cater to growing
demands of cement in the country. The manufacturing unit located at
Puliyur, Karur District, in Tamilnadu commenced production in April
1968. Apart from cement, the Chottinad House is today engaged in
activities as diverse as granite, engineering, silica, garnet, information
technology, steel & textile trading, horse breeding, plantations, shipping,
transportation, stevedoring, clearing and forwarding and logistics having
a combined
· Sugar Factory
India is the world’s largest producer of sugar. E.I.D.Parry’s pioneered
sugar production in India. In 1842, the Company set up India’s first
sugar factory at Vandipalayam. Since then, they have maintained the
edge in the industry through advanced technologies.
3.2 PROFILE OF PRODUCT
The following more than electronics company product profile.
3.2.1 LG PRODUCT DESCRIPTION
It's double door LG refrigerator, 165 litres. Trouble free and good
working condition. Well Maintained.
Features
 Door cooling.
 Capacity: 230ltr.
 Twist ice Tray.
29

 Anti-bacteria gasket.
 Cell fresh crisper.
 Humidity controller.
 Power deodorizer.
 Colour: Moon Silver, Super inox, Champagne.
 Net dimension in mm: 1545 x 540 x 650.
 Wired shelves.
 Ref lamp.
 Transparent veg box.
 Egg tray.
 Deep door.
 Transparent door basket.
 Sliding door basket.
 Metallic door finish.
 Grip handle.
3.2.2 WHIRLPOOL PRODUCT DESCRIPTION
310liters Iceberg Elite Whirlpool Refrigerator is truly an owner’s pride.
With the best cooling technology and unique storage features comprised in
310L of capacity, it has to be a cooling magic.
Key Features
· 6th Sense Fast Cool
· 6th Sense Surround Cool System
· Door open Alarm
Other Features
 2 legs / 2 Rollers
 310L Capacity
 Bottle Bins (Transparent)
30

 Bottle Separator cum Holder
 Cabinet Lamp
 Chiller
 Choco box
 Cosme Store
 Deodorizer
 Door Lock
 Eco Mode
 Egg Trays
 Ever fresh Lemon’n Onion Box
 Freezer Door Bin
 Freezer Lamp
 Freezer Shelf
 Fruit Box
 Highest Refrigerators to Freezer Ratio
 Ice Collector
 Ice Twister
 Mini Tray
 Multi-Utility Trays
 Tough glass Refrigerators Shelves (two in number)
 Vegetable box with cover.
3.2.3 SAMSUNG PRODUCT DESCRIPTION
Samsung 530 liters frost free refrigerator. Model: RT53
Features
 Silver NanoTM Technology
 Humidity Controller
 Stylish Round Design
 Gross Capacity : 530L
31

 Silver NanoTM Technology
 Cool Curtain System
 Multi-Flow
 Toughened Glass Shelves
 Humidity Controller
 Stylish Round Design
 Air Shower in Freezer
 Twist Ice: Tray
 Specifications: Total 530L
 Freezer: 135L
 Refrigerator: 395L
CHAPTER-IV
USERS ATTITUDE TOWARDS REFRIGERATOR
In the previous chapter, the researcher has taken an earnest attempt to
study the profile of the study area and salient features of refrigerator. In this
chapter, the researcher has focused his attention to the users of refrigerator.
4.1 GENDER
Gender is an important factors which influence the using of
Refrigerator. The following table 4.1 represents the gender of respondents.
TABLE 4.1
GENDER
S.No. Gender No. of Respondents %
32

1 Male 82 82
2 Female 18 18
Total 100 100
Source: Primary data
The above table status that the gender of the respondents. Out of 100
respondents 82 percent of the respondents are male and 18 percent of the
respondents are female.
It is inferred that the majority of the respondents are fall in male
category.
4.2 AGE
The following table 4.2 denotes the age of the respondents.
TABLE 4.2
AGE
S.No. Age No. of Respondents %
1 Below 20 30 30
2 20 – 40 68 68
3 40 – 60 2 2
4 Above 60 - -
Total 100 100
33

It is clear from that the above table 4.2 out of 100 respondents 30
percent of the sample studied belong to the age group of below 20 years. 68
percent of the sample belong to the age group between 20 to 40 years and 2
percent of the sample belong to the age group between 40 to 60 years.
It is inferred that the majority of the respondents belong to the age group
between 20 to 40 years.
4.3 MARITAL STATUS
Marriages are made in heaven. Marriage is an important factor which
helps to purchase the refrigerator. The following table 4.3 connotes the marital
status of the respondents.
TABLE 4.3
MARITAL STATUS
S.No.
Marital Status No. of Respondents %
1
Married 60 60
2
Unmarried 40 40
Total 100 100
The above table 4.3 states that, out of 100 respondents, 60 percentages
of the respondents are married and 40 percentage of the respondents are
unmarried.
It is inferred that the majority of the respondents are married.
34

4.4 EDUCATIONAL STATUS
Education makes the man perfect. Here, education is one of the
significant criteria to choose the refrigerator.
TABLE 4.4
EDUCTIONAL STATUS
S.No.
Educational Status No. of Respondents %
1
Upto Higher Secondary 38 38
2
Upto Under Graduate 32 32
3
Upto Post Graduate 28 28
4
Others qualification 2 2
Total 100 100
Source : Primary data
It is crystal from the above table 4.4 that, completed. Out of 100
respondents, 38 percent of the respondents are +2, 32 percent of the
respondents are graduate, 28 percent of the respondents are post graduate and
2 percent of the respondents are others.
35

It is inferred that the majority of the respondents are having the
education upto higher secondary level.
36

4.4 OCCUPATIONAL STATUS
The researcher has classified the occupation status into four way namely
business, agriculture, profession and other occupation. An attempt is made to
study the occupational status and the results the tabulated in table 4.5.
TABLE 4.5
OCCUPATIONAL STATUS
S.No. Occupation No. of Respondents %
1 Business 26 26
2 Agriculture 14 14
3 Profession 40 40
4 Others 20 20
Total 100 100
The above table 4.5 explained that the occupation of the respondents.
Out of 100 respondents, 26 percent of the respondents are Business, 14 percent
of the respondents are Agriculture. 40 percent of the respondents are Profession
and remaining 20 percent of the respondents are belonging to other occupation.
It is exhibited from the above table that most of the respondents are
belonging to professional category (40%).
37

CHART NO.4.1
FIGURE 4.1
OCCUPATIONAL STATUS OF THE RESPONDENTS
OCCUPATIONAL STATUS
20%
40%
14%
26%
45
40
35
30
25
20
15
10
5
0
Business Agriculture Profession Others
Occupation
Percentage
Business
Agriculture
Profession
Others
38

4.6 MONTHLY INCOME
The present survey also evaluated the monthly income of the users of
refrigerators. The details of the monthly income is represented in tables 4.6.
TABLE 4.6
MONTHLY INCOME OF THE RESPONDENTS
S.No. Monthly Income Level No. of Respondents %
1 Below Rs.5000 34 34
2 Rs.5000-Rs.10000 50 50
3 Rs.10000-Rs.15000 6 6
4 Above Rs.15000 10 10
Total 100 100
It is obvious from the table 4.6 that, out of 100 respondents, 34
percentage of the respondents are come under the income group of below
Rs.5000, 50 percent of the respondents are come under the income group of
Rs.5000 to Rs.10000, 6 percent of the respondents are come under the income
group of Rs.10000 to Rs.15000 and 10 percent of the respondents are come
under the income group of above Rs.15000 level.
It is interesting to note that many (50%) of the respondents are come
under the income group of Rs.5000 – Rs.10000 per month.
39

4.7 SIZE OF THE FAMILY
The size of the family is an important factor which influence the using
of refrigerator the following table 4.7 denotes size of the family of the
respondents.
TABLE 4.7
SIZE OF THE FAMILY
S.No. Size of Family No. of Respondents %
1 Below 3 34 34
2 3 – 5 42 42
3 5 – 7 22 22
4 Above 7 2 2
Total 100 100
It is learned from the above table 4.7 that the size of family of the
respondents. Out of 100 respondents, 34 percent of the respondents are under
below 3 members group, 42 percent of the respondents are under 3 to 5
members group, 22 percent of the respondents are under 5 to 7 members group
and 2 percent of the respondents are under above 7 members group.
It is inferred that the majority 42 percent of the respondents are all fall
under 3 to 5 members group.
40

4.8 PREFERENCE OF REFRIGERATORS
The following table 4.8 expressed the opinion of respondents towards
the preference of refrigerators.
TABLE 4.8
PREFERENCE OF REFRIGERATORS
S.No. Kinds of
Refrigerator
No. of
Respondents %
1 Single Door 74 74
2 Double Door 26 26
Total 100 100
The table 4.8 reveals that, out of 100 respondents, 74 percent of the
respondents are preferred single door refrigerators and 26 percent of the
respondents are liking double door refrigerators.
It is inferred that the majority 74 percent of the respondents are
preferring single door refrigerators.
41

4.9 BRANDS PREFERENCE IN REFRIGERATORS
An attempt has been made to know the fast moving and slow moving
refrigerators. The researcher has made an attempt and the result is exhibited in
table 4.9.
TABLE 4.9
BRANDS PREFERENCE IN REFRIGERATORS
S.No. Brands of
Refrigerator No. of Respondents %
1 BPL 30 30
2 Whirl Pool 42 42
3 LG 20 20
4 Others 8 8
Total 100 100
It is clear from the table 4.9 that, out of 100 respondents, 30 percent of
the respondents are purchasing BPL brand of refrigerators, 42 percent of the
respondents are purchasing Whirlpool brand of refrigerators. 20 percent of the
respondents are purchasing LG brand of refrigerators and 8 percent of the
respondents are purchasing others brand of refrigerators.
It is inferred from the above table that majority 42 percent of the
respondents are purchased Whirlpool brand of refrigerators.
42

CHART FIGURE NO.4.2
BRANDS PREFERENCE IN REFRIGERATORS
BRANDS OF REFRIGERATORS USING BY THE
30%
RESPONDENTS
42%
20%
8%
45
40
35
30
25
20
15
10
5
0
Percentage
BPL Whirl Pool LG Others
Brands of Refrigerator
BPL
Whirl Pool
LG
Others
43

4.10 KNOWLEDGE ABOUT REFRIGERATORS
While purchasing a product, every customer is expected to have some
knowledge about product features, use, method of handling and so on.
Refrigerator is exempted to it understand the level of knowledge about the
refrigerator the respondents collects the information from friends, relatives,
dealers, and others segment of people. The results are given in table 4.10.
TABLE 4.10
KNOWLEDGE ABOUT REFRIGERATORS
S.No. Collection of
information No. of Respondents %
1 Friends 44 44
2 Relatives 36 36
3 Dealers 10 10
4 Others 10 10
Total 100 100
The above table shows that the recommended to buy the brand of the
respondents. Out of 100 respondents, 44 percent of the respondents are
collected information from their friends, 36 percent of the respondents are
gathered message from their relatives, 10 percent of the respondents are
recommended to buy the brand is dealers and 10 percent of the respondents are
recommended to buy the brand is others.
It is inferred that the majority 44 percent of the respondents are gathered
information from their friends.
44

CHART NO.4.3
FIGURE 4.3
RECOMMENDATIONS TO BUY THE BRAND OF THE
KNOWLEDGE ABOUT REFRIGERATORS
44%
RESPONDENTS
36%
10% 10%
45
40
35
30
25
20
15
10
5
0
Percentage
Friends Relatives Dealers Others
Recommended
Friends
Relatives
Dealers
Others
45

4.11 NO. OF YEARS USING THE BRAND OF REFRIGERATORS
During the course of investigation, the researcher has investigated the
no.of years using the refrigerators. The opinion of the respondents are gathered
and tabulated in table 4.11.
TABLE 4.11
NO. OF YEARS USING THE BRAND OF REFRIGERATORS
S.No. No. of years used No. of Respondents %
1 1 – 2 years 30 30
2 2 – 3 years 38 38
3 3 – 4 years 22 22
4 Above 4 years 10 10
Total 100 100
The above table shows that the no. of years using the brand of the
respondents. Out of 100 respondents, 30 percent of the respondents are using
the particular brand of 1 to 2 years, 38 percent of the respondents are using the
particular brand of 2 to 3 years, 22 percent of the respondents are using
particular brand of 3 to 4 years and 10 percent of the respondents are using
particular brand of above 4 years.
The above table clearly informs that the majority 38 percent of the
respondents are using particular brand of refrigerators 2 to 3 years.
46

FIGURE 4.4
CHART NO.4.4
NO. OF YEARS USING THE BRAND OF REFRIGERATORS
NO. OF YEARS USING THE BRAND OF THE RESPONDENTS
30%
38%
22%
10%
40
35
30
25
20
15
10
5
0
Percentage
1 – 2 years 2 – 3 years 3 – 4 years Above 4
years
No. of years used
1 – 2 years
2 – 3 years
3 – 4 years
Above 4 years
3
47

4.12 PREFERENCE OF SIZE OF REFERIGERATOR
The customers are more cautions not only availability of the refrigerator
but also about the size of the refrigerators. The present study focuses attention
the size of the refrigerators preferred by the respondents. The result of the size
of the refrigerators is given in the table 4.12.
TABLE 4.12
PREFERENCE OF SIZE OF REFRIGERATORS
S.No. Size of
Refrigerators No. of Respondents %
1 180 Ltr 44 44
2 220 Ltr 26 26
3 230 Ltr 26 26
4 Others 4 4
Total 100 100
The table 4.12 showed a clear picture that, out of 100 respondents,
44 percent of the respondents are using the particular size of refrigerators 180
ltr, 26 percent of the respondents are using the particular size of refrigerators
220 ltr, 26 percent of the respondents are using the particular size of
refrigerator 230 ltr and remaining 4 percent of the respondents are using the
particular size of the refrigerators others ltr.
It is inferred that the majority 44 percent of the respondents are using
particular size of refrigerators 180 ltr.
48

CHART NO.4.5
FIGURE 4.5
SIZE PREFERENCE OF REFRIGERATORS OF SIZE OF OF REFRIGERATORS
THE RESPONDENTS
44%
26% 26%
4%
45
40
35
30
25
20
15
10
5
0
Percentage
180 Ltr 220 Ltr 230 Ltr Others
Size of Refrigerators
180 Ltr
220 Ltr
230 Ltr
Others
49

4.13 OPINION OF THE RESPONDENTS TOWARDS PRICE
Price is the only variable factor determining the income of the business.
Pricing is the matter of vital important to both buyer and the seller in the
terminal market. The following table 4.13 denotes the opinion of the
respondents towards price.
TABLE 4.13
OPINION OF THE RESPONDENTS TOWARDS PRICE
S.No. Price Level No. of Respondents %
1 High 26 26
2 Medium 68 68
3 Low 6 6
Total 100 100
The table 4.13 clearly exhibits that, out of 100 respondents, 26 percent
of the respondents are opined that is the price is high, 68 percent of the
respondents are opined that the price is medium, 6 percent of the respondents
are opined that the price is low.
It is highly note worthy to mention that majority 68 percent of the
respondents expressed that the price of the refrigerators is medium.
50

CHART NO.4.6
FIGURE 4.6
RESPONDENTS OPINION FOR THE PRICE
OPINION OF THE RESPONDENTS TOWARDS PRICE
26%
68%
6%
High
Medium
Low
51

4.14 PERIOD OF HOLDING REFRIGERATORS
Generally, the period of holding refrigerator is based on quality, brand
and price of the refrigerator. The table 4.14 portrays the opinion of the
respondents towards period of holding the refrigerators.
TABLE 4.14
PERIOD OF HOLDING REFRIGERATORS
S.No. No. of years No. of Respondents %
1 Below 1 year 4 4
2 1 – 5 years 44 44
3 5 – 10 years 34 34
4 Above 10 years 18 18
Total 100 100
The above table shows that the No. of years holding the refrigerators of
the respondents. Out of 100 respondents, 4 percent of the respondents are
holding below 1 year, 44 percent of the respondents are using the refrigerator
1 to 5 years, 34 percent of the respondents are swerving refrigerators 5 to 10
years and 18 percent of the respondents are using the benefit of refrigerators
above 10 years.
It is inferred that the majority 44 percent of the respondents are using
the services for refrigerators 1 to 5 years.
52

CHART NO.4.7
FIGURE 4.7
NO. OF YEARS OLD OF REFRIGERATORS OF THE
PERIOD OF HOLDING REFRIGERATORS
4%
RESPONDENTS
44%
34%
18%
45
40
35
30
25
20
15
10
5
0
Percentage
Below 1 year 1 – 5 years 5 – 10 years Above 10
years
No. of years old Refrigerator
Below 1 year
1 – 5 years
5 – 10 years
Above 10 years
53

4.15 BASIC OF PURCHASE
The researcher has also gathered the opinion of the respondents towards
the basics of purchase of refrigerators the respondents expressed their opinion
and the results is shown in table 4.15.
TABLE 4.15
BASIS OF PURCHASE
S.No. Basic of Purchase No. of Respondents %
1 Cash 50 50
2 Installment 46 46
3 Hire purchase 4 4
Total 100 100
The above table 4.15 shows that, out of 100 respondents, 50 percent of
the respondents are purchase of the refrigerators in cash, 46 percent of the
respondents are purchase of the refrigerators in installment and 4 percent of the
respondents are purchased refrigerators on hire purchase basics.
purchased refrigerators on cash.
54

CHART NO.4.8
BASIS OF PURCHASE OF THE REFRIGERATORS
FIGURE 4.8
BASIS OF PURCHASE
4%
46% 50%
Cash
Installment
Hire purchase
55

4.16 NO.OF INSTALLMENTS
The following table 4.16 clearly expressed the no.of installments used
by the customers.
TABLE 4.16
NO. OF INSTALLMENTS
S.No. No. of
Installments No. of Respondents %
1 Single 2 5
2 2 4 9
3 2 – 4 20 43
4 Above 4 20 43
Total 46 100
The above table 4.16 shows that the no. of installment system of the
respondents. Out of 46 respondents 5 percent of the respondents are paying
single installment, 9 percent of the respondents are paying double installment,
43 percent of the respondents are paying 2 to 4 installment and 43 percent of
the respondents are paying above 4 installment.
It is concluded from the above table that majority of the respondents are
paying 2 to 4 and above 4 installment system.
56

CHART 4.9
CHART NO.4.9
NO. OF INSTALLMENTS
NO. OF INSTALLMENT SYSTEM OF THE REFRIGERATORS
43%
43%
9%
5%
0 10 20 30 40 50
Above 4
2 – 4
2
Single
No. of Installment System
Percentage
Above 4
2 – 4
2
Single
57

4.17 REASONS FOR PREFERANCE OF BRAND
Some of the customers are satisfied with the services of refrigerator
because low maintenance, long life, service, cost and other factors. The result
is shown in table 4.17.
TABLE 4.17
REASONS FOR PREFERENCE OF BRAND
S.No. Reasons No. of Respondents %
1 Low maintenance 16 16
2 Long life 30 30
3 Service 44 44
4 Cost 4 4
5 Others 6 6
Total 100 100
The table 4.17 gives a positive impression that, out of 100 respondents,
16 percent of the respondents prefer the brand for low maintenance, 30 percent
of the respondents prefer the brand service, 4 percent of the respondents prefer
the brand for cost and 6 percent of the respondents prefer the brand for others
reasons.
It is found that, 44 percent of the respondents are preferred the brand
only for after sales services.
58

FIGURE 4.10
CHART NO.4.10
REASONS FOR PREFERENCE OF BRAND
PREFER FOR PURCHASE THE BRAND
16%
30%
44%
4% 6%
45
40
35
30
25
20
15
10
5
0
Percentage
maintenance
Low
Long life
Service
Cost
Others
Prefer this brand
Low maintenance
Long life
Service
Cost
Others
59

4.18 GAINING OF BENEFITS FROM REFRIGERATORS
There are different benefits of refrigerator such as fresh vegetable, cool
water, ice bar and some other benefits. The researcher is very much interested
to know the important benefits among the other benefits of refrigerators and the
result is given in the table 4.18.
TABLE 4.18
GAINING OF BENEFITS FROM REFRIGERATOR
S.No. Benefits from
Refrigerators No. of Respondents %
1 Fresh Vegetable 60 60
2 Cool water 20 20
3 Ice Bar 10 10
4 Others 10 10
Total 100 100
The table 4.18 exhibits that, out of 100 respondents, 60 percent of the
respondents getting benefits by fresh vegetables, 20 percent of the respondents
getting benefits by cool water, 10 percent of the respondents getting benefits by
ice bar and 10 percent of the respondents getting others benefits.
It is worthwhile to mentioned that, majority of the users are getting
benefits from refrigerator by storing vegetables.
60

CHART NO.4.11
FIGURE 4.11
RESPONDENTS GETTING BENEFITS FROM THE
GAINING OF BENEFITS REFRIGERATORS
FROM REFRIGERATOR
60%
20%
10% 10%
60
50
40
30
20
10
0
Percentage
Fresh
Vegetable
Cool water Ice Bar Others
Benefits of Refrigerators
Fresh Vegetable
Cool water
Ice Bar
Others
61

4.19 OFFER GIVEN BY THE DEALER
The offers given by the dealer is given in table 4.19.
TABLE 4.19
OFFERS GIVEN BY THE DEALER
S.No. Types of Offers No. of Respondents %
1 Discount 44 52
2 Gift 36 43
3 Installment 4 5
4 Others - -
Total 84 100
From the above table it is clear that types of offers. Out of 84
respondents, 52 percent of the respondents are received discount in price, 43
percentage of the respondents are received in gift, 5 percentage of the
respondents are received in installment in price and no respondents are
receiving others type of offers.
receiving the offers of discount in price.
62

CHART NO. 4.13
FIGURE 4.12
OFFERS GIVEN BY THE DEALER
TYPE OF OFFERS GIVEN BY THE DEALER
44%
36%
4%
0
45
40
35
30
25
20
15
10
5
0
No. of Respondents
Discount Gift Installment Others
Types of Offers
Discount
Gift
Installment
Others
63

4.20 SATISFACTION OF RESPONDENTS TOWARDS BRAND OF
REFRIGERATORS
Satisfaction means the act of satisfying or the state of being satisfied;
gratification of desire; contenment in possession and enjoyment; response of
mind resulting from compliance with it desires or demand. The following table
4.20 explains satisfaction of respondents towards brands of refrigerator.
TABLE 4.20
SATISFACTION OF RESPONDENTS TOWARDS
BRAND OF REFRIGERATOR
S.No. Results No. of Respondents %
1 Fully satisfied 14 14
2 Satisfied 78 78
3 Not satisfied 8 8
Total 100 100
The above table shows that the brand satisfied with the performance of
the respondents. Out of 100 respondents, 14 percent of the respondents are
highly satisfied with their brand of refrigerators, 78 percent of the respondents
are satisfied with their brand of refrigerators and 8 percent of the respondents
are dissatisfied with their brand of refrigerators.
It is understood form the above table that most of the customers are
satisfied with their brand of refrigerators.
64

FIGURE 4.13
CHART NO.4.16
SATISFACTION OF RESPONDENTS TOWARDS
BRAND SATISFIED WITH THE PERFORMANCE OF THE
RESPONDENTS
BRAND OF REFRIGERATOR
14%
78%
8%
80
70
60
50
40
30
20
10
0
Percentage
Fully satisfied Satisfied Not satisfied
Results
Fully satisfied
Satisfied
Not satisfied
65

The researcher has also verified the opinion of the respondents towards the various brands of refrigerators the opinion of
respondents are given the table 4.21.
TABLE 4.21
OPINION OF THE RESPONDENTS TOWARDS THE BRANDS OF REFRIGERATOR
Ranks BPL LG Samsung Kenstar Videoco
n
Haier Whirlpool Godrej Others Total
1 20 20 - - 4 - 50 6 - 100
2 8 6 6 4 22 6 28 20 - 100
3 10 6 14 12 22 6 4 26 - 100
4 8 28 22 8 14 4 2 14 - 100
5 18 6 24 10 26 4 4 8 - 100
6 16 18 20 22 4 4 2 10 4 100
7 14 8 6 36 - 20 10 6 - 100
8 6 8 8 4 8 56 - 10 - 100
9 - - - 4 - - - - 96 100
Total 100 100 100 100 100 100 100 100 100 900
The table 4.21 reveals that, out of 9 companies refrigerators, the whirlpool gets first rank, videocon second, Godrej third, LG
fourth, Samsung fifth, kenstar sixth, Haier seventh, BPL eight and others ninth rank.
It is inferred that the first rank scored by Whirlpool.
66

CHART NO.4.19
TABLE 4.14
BASIS OF RANK ON THE PERFORMANCE OF THE
OPINION OF THE RESPONDENTS TOWARDS THE BRANDS OF
RESPONDENTS IN BRAND NAME
REFRIGERATOR
1
2
3
4
5
6
7
8
9
10
9
8
7
6
5
4
3
2
1
0
BPL
LG
Samsung
Kenstar
Videocon
Haier
Whirlpool
Godrej
Others
Ranks
BPL
LG
Samsung
Kenstar
Videocon
Haier
Whirlpool
Godrej
Others
67

RELATIONSHIP BETWEEN AGE AND MONTHLY INCOME OF THE
RESPONDENTS
Ho : There is no relationship between the age and monthly income of the
respondents.
To findout the relationship, chi-square is applied and the result of the
test is given below.
TABLE 4.22
COMPARISON BETWEEN THE AGE AND MONTHLY INCOME OF
THE RESPONDENTS
Observed Frequency:
Monthly
Income
Age in years
Total
Below 20 20-40 40-60 Above 60
Blow Rs-5000 16 18 0 0 34
Rs-5000-
Rs.10000 6 44 0 0 50
Rs-10000-Rs-
15000 4 2 0 0 6
Above Rs-15000 4 4 2 0 10
Total 30 68 2 0 100
Expected Frequency
Monthly
Income
Age in years
Total
Below 20 20-40 40-60 Above 60
Blow Rs-5000 10 24 0 0 34
Rs-5000-
Rs.10000 16 34 0 0 50
Rs-10000-
Rs-15000 2 4 0 0 6
Above Rs-15000 2 6 2 0 10
Total 30 68 2 0 100
68

CHI – Square Test:
O E (O-E) (O-E) 2
(O-E)2
E
8 5 3 9 0.188
3 8 -5 25 3.13
2 1 1 1 1.00
2 1 1 1 1.00
9 12 -3 9 0.75
22 17 5 25 1.47
1 2 -1 1 0.55
2 3 -1 1 0.17
0 0 0 0 0
0 0 0 0 0
0 0 0 0 0
1 1 0 0 0
9.98
Degree of freedom
(C-1) (r-1)
(4-1) (4-1)
= 3 x 3 = 9 5% degree of freedom
Calculate value = 9.98
Table value = 23.60
Inference:
The calculate value is less then table value. Therefore the null
hypothesis is accepted. There is no association between age and monthly
69

COMPARISON BETWEEN THE EDUCATIONAL QUALIFICATION
AND OCCUPATION OF THE RESPONDENTS
Ho : There is no relationship between the educational qualification and
occupation of the respondents. To findout the relationship, chi-square is
applied and the result of the test is given below.
TABLE NO – 4.23
AND OCCUPATION OF THE RESPONDENTS
Observed Frequency:
Occupation Upto +2
Educational Qualification
Total
Under
Graduate
Post
Graduate Others
Business
Agriculture
Profession
Others
10
4
20
4
10
6
8
8
6
4
10
8
0
0
2
0
26
14
40
20
Total 38 32 28 2 100
Expected Frequency:
Occupation Upto +2
Total
Under
Graduate
Post
Graduate Others
Business
Agriculture
Profession
Others
10
4
20
4
10
6
8
8
6
4
10
8
0
0
2
0
26
14
40
20
Total 38 32 28 2 100
70

CHI – square Test:
O E (O-E) (O-E) 2
(O-E)2
E
5 5 0 0 0
2 3 -1 1 0.33
10 8 2 4 0.50
2 3 -1 1 0.33
5 4 1 1 0.25
3 2 1 1 0.50
4 6 -2 4 0.67
4 4 0 0 0
3 4 -1 1 0.25
2 2 0 0 0
5 5 0 0 0
4 3 1 1 0.33
0 0 0 0 0
0 0 0 0 0
1 1 0 0 0
0 0 0 0 0
3.16
Degree of freedom
(C-1) (r-1)
(4-1) (4-1)
Table value = 23.60
Inference:
hypothesis is accepted. There is no association between educational
qualification and occupation of the respondents.
71

RELATIONSHIP BETWEEN THE EDUCATIONAL QUALIFICATION
AND MONTHLY INCOME OF THE RESPONDENTS.
Ho : There is no relationship between educational qualification and monthly
To findout the relationship, chi-square test is applied and the result is
given below.
TABLE NO -4.24
AND MONTHLY INCOME OF THE RESPONDENTS
Observed Frequency:
Monthly Income
Upto Under
Post
Total
Others
+2
Graduate
Graduate
Blow Rs-5000 12 14 8 0 34
Rs-5000-Rs.10000 20 12 18 0 50
Rs-10000-Rs-15000 2 2 0 2 6
Above Rs-15000 4 4 2 0 10
Total 38 32 28 2 100
Expected Frequency:
Monthly Income
Total
Upto +2
Under
Graduate
Post
Graduate
Others
Blow Rs-5000 12 10 10 2 34
Rs-5000-Rs.10000 20 16 14 0 50
Rs-10000-Rs-15000 2 2 2 0 6
Above Rs-15000 4 4 2 0 10
Total 38 32 28 2 100
72

O E (O-E) (O-E) 2
(O-E)2
E
6 6 0 0 0
10 10 0 0 0
1 1 0 0 0
2 2 0 0 0
7 5 2 4 0.80
6 8 -2 4 0.50
1 1 0 0 0
2 2 0 0 0
4 5 -1 1 0.20
9 7 2 4 0.57
0 1 -1 1 1.00
1 1 0 0 0
0 1 -1 1 1.00
0 0 0 0 0
1 0 1 1 0
0 0 0 0 0
4.07
Degree of freedom
(C-1) (r-1)
(4-1) (4-1)
Table value = 23.60
Inference:
hypothesis is accepted. There is no association between educational
qualification and monthly income of the respondents.
73

RELATIONSHIP BETWEEN THE MONTHLY INCOME AND SIZE OF
THE FAMILY OF THE RESPONDENTS.
Ho : There is no association between the monthly income and size of
the family of the respondents. To findout the relationship, chi-square
test is applied and the result is given below.
TABLE NO – 4.25
COMPARISON BETWEEN THE MONTHLY INCOME AND SIZE OF
FAMILY OF THE RESPONDENTS
Observed frequency:
Size of
Family
Below
Rs.5000
Monthly Income
Above
Rs.15000
Rs.5000- Rs.10000-
Total
Rs.10000
Rs.15000
Below 3
3 – 5
5 – 7
Above 7
16
8
8
2
10
28
12
0
4
2
0
0
4
4
2
0
34
42
22
2
Total 34 50 6 10 100
Expected frequency:
Size of
Family
Below
Rs.5000
Monthly Income
Rs.5000- Total
Rs.10000
Above
Rs.15000
Rs.10000-
Rs.15000
Below 3
3 – 5
5 – 7
Above 7
12
14
6
2
16
22
12
0
2
2
2
0
4
4
2
0
34
42
22
2
Total 34 50 6 10 100
74

O E (O-E) (O-E) 2
(O-E)2
E
8 6 2 4 0.67
4 7 -3 9 1.29
4 3 1 1 0.33
1 1 0 0 0
5 8 -3 9 1.13
14 11 3 9 0.82
6 6 0 0 0
0 0 0 0 0
2 1 1 1 1.00
1 1 0 0 0
0 1 -1 1 1.00
0 0 0 0 0
2 2 0 0 0
2 2 0 0 0
1 1 0 0 0
0 0 0 0 0
6.24
Degree of freedom
(C-1) (r-1)
(4-1) (4-1)
= 3 x 3= 9 5% degree of freedom
Table value = 23.60
Inference:
hypothesis is accepted. There is no association between monthly income and
size of family of the respondents.
75

RELATIONSHIP BETWEEN THE RECOMMENDED AND NO.OF
YEAR USING THE BRAND OF THE RESPONDENTS.
Ho : There is no relationship between the recommended and no.of
years using the brand of the respondents.
To findout the relationship, chi-square test is applied, and the
result is shown below.
TABLE NO – 4.26
COMPARISON BETWEEN THE RECOMMENDED AND NO. OF
YEARS USING THE BRAND OF THE RESPONDENTS
Observed Frequency:
No. of Years using
the brand Friends
Recommended
Others Total
Relatives Dealers
1 - 2 Years
2 – 3 Years
3 – 4 Years
Above 4 Years
14
14
12
4
10
16
6
4
2
4
2
2
4
4
2
0
30
38
22
10
Total 22 18 5 5 100
Expected frequency:
No. of Years using
the brand Friends
Recommended
Relatives Dealers Others Total
1 - 2 Years
2 – 3 Years
3 – 4 Years
Above 4 Years
14
16
10
4
10
14
8
4
2
4
2
2
4
4
2
0
30
38
44
10
Total 44 36 10 10 100
O E (O-E) (O-E) 2 (O-E)2
76

E
7 7 0 0 0
7 8 -1 1 0.13
6 5 1 1 0.20
2 2 0 0 0
5 5 0 0 0
8 7 +1 1 0.14
3 4 -1 1 0.25
2 2 0 0 0
1 1 0 0 0
2 2 0 0 0
1 1 0 0 0
1 1 0 0 0
2 2 0 0 0
2 2 0 0 0
1 1 0 0 0
0 0 0 0 0
0.72
Degree of freedom
(C-1) (r-1)
(4-1) (4-1)
= 3 x 3= 9 5% degree of freedom
Table value = 23.60
Inference:
hypothesis is accepted. There is no association between recommended and no.
of years using the brand of the respondents.
77

CHAPTER – V
SUMMARY OF FINDINGS SUGGESTIONS AND
CONCLUSION
5.1 FINDINGS:
 The refrigerator is used more than any other appliance in your kitchen.
It is work 24 hours a day. It does so much for the users keep food,
vegetables.
 The refrigerator is classified as manual defrost refrigerators, partial
defrost refrigerators and frost-free refrigerators.
 The first known artificial refrigerator was demonstrated by William
cullen at the university of Ggow in 1748.
 It is inferred that the majority of the respondents are fall in male.
 It is inferred that the majority of the respondents belong to the age group
between 20 to 40 Years.
 It is inferred that the majority of the respondents are married.
 It is inferred that the majority of the respondents are up to +2 level.
 The Highest Percentage of the respondents are profession.
 The Highest Percentages of the respondents are come under the income
group of Rs.5000 to Rs.10000 per month.
 It is inferred that the majority of the respondents are all fall under 3 to 5
members group.
 It is inferred that the majority of the respondents are bought single door
refrigerators.
 It is inferred that the majority of the respondents are purchased whirl
pool brand of refrigerators.
 It is inferred that the majority of the respondents recommended to by
buy the brand is friends.
78

5.2 SUGESSTIONS
 Maximum number of respondents feel quality is the prime factor so,
quality is to be improved better with good service.
 Cost plays a vital role during the purchase of the refrigerators. The cost
of the refrigerators may be reduced.
 Latest technology is another feature which the consumers expects in
their refrigerators.
 The consumers feel power consumption is absorbed lot more. So low
power consumption may also be made in the refrigerators.
 Also the consumer have mind that more number of models to designed,
and more cooling facility to be inserted.
79

5.3 CONCLUSION
Customers are more or less satisfied towards their refrigerators. They
feel that more features to be added in the refrigerators.
Most of the customers want their refrigerators to be reasonable price.
Brand image, quality and compressor are the main factors that influence the
customers to purchase the refrigerator. That study concludes that “Satisfied
consumer would be a most effective sales promoter” for any manufacturer.
Hence the producers of refrigerators should concentrate on satisfying the
consumer needs.
80

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