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A STUDY ON USERS SATISFACTION TOWARDS REFRIGERATORS WITH SPECIAL REFERENCE TO
Transcript of A STUDY ON USERS SATISFACTION TOWARDS REFRIGERATORS WITH SPECIAL REFERENCE TO
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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 waterheating. 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, reon 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 li!uid to a gas. In this
part of the process the refrigerant removes e"cess heat from foods in the
refrigerator compartment and freezes foods in the freezer. #oisture condenses
and freezes on the evaporator and must be removed by manual or automatic
defrosting. The gaseous refrigerant is returned to its li!uid 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 li!uid to repeat the refrigerator
process.
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rost0free refrigerators keep foods in the freezer at about for good
storage. 1ecause defrosting is unnecessary, frost0 free refrigerators are the most
popular of the three refrigerator types. The freezer location on a frost0free
refrigerator can be on the top, bottom, or side of the refrigerator.
1.3 MARKETING
The merican #arketing ssociation has defined marketing as 3The
process of planning and e"ecution, conceptions, pricing, promotion and
distribution of ideas, goods, services to create e"changes that satisfy individual
and organizational goals.3 This takes into account all parties involved in
marketing effort members of the producing organization, reseller of goods and
services, and customer or clients.
#arketing is a social and managerial process by which individuals and
groups obtain what they need and want through creating and e"changing
products and value with others.
The first known artificial refrigeration was demonstrated by %illiam
'ullen atthe 5niversity of 6lasgow in $748, who did not use his discovery for
any practical purpose.
In $8+, an merican inventor, *liver 9vans, designed the first
refrigeration machine. n merican physician, ohn 6orrie built a refrigerator
based on 9van;s design in $844, used to make ice to cool the air for his yellow
fever patients.
1.4 INTRODUCTION TO THE INDUSTRY
(efrigerators are being manufactured in India for the last four decades.
Till early nineties only direct0cool refrigerators were used in India.
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1.4.1 CURRENT SCENARIO
The current demand for refrigerators is appro"imately 2.= million units
per annum. The $?+02 litres of refrigerators comprise of 8percentage of the
total demand. rost0free refrigerators contribute $+percentage of the total
demand with +percentage coming from the premium range.
1.4.2 FUTURE TREND
The replacement market is e"pected to increase to 2+0>percentage on
account of faster replacement &further induced by e"change scheme).
(efrigerator market is e"pected to grow at a '6( of $4 in the medium term
aided by the rising per capita income and growing consumerism.
1y and large the Indian consumer durable industry is a vast industry of
this country. *f which, the white goods industry has been growing at an
average pace of $0$2percentage every year for the last five years. There have,
of course been some good and bad years. (efrigerators form the largest
segment of this industry and is estimated at about > million appliances. The
refrigerator industry is growing at a rate of $ to $2percentage.
The frost0free market constitutes $?percentage of the total refrigerator
market. The total refrigerator market is e"pected to grow at the rate of
$percentage in the ne"t three years. Today, frost0free refrigerators are growing
more rapidly than the direct0cool models. s of now around $+ million direct0
cool refrigerators are ready to be replaced with frost free, especially in the $?+0
litres category.
The refrigerator industry has shown a negative growth of +percentage
for the first si" months and is e"pected to end the year with a decline of
4percentage compared with a negative growth of 2percentage last year. In the
period between anuary and /eptember, %hirlpool increased its market share
by 2 percentage and @elvinator by $ percentage from their respective shareslast year.
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1.5 INTRODUCTION TO THE PRODUCT
The process of refrigeration and its related e!uipment 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 eco0friendly methods of
refrigeration. 9arlier, the eco0friendly attributes of refrigeration processes and
refrigerators remained untapped.
/ince $==, there has been a tremendous change in the refrigeration
industry with regard to technology, product and proliferation of brands. Aewer
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 e"isting compressor0based refrigeration &i.e., mechanical
refrigeration) system has reached the ma"imum level of innovation. or the last
few decades, there has not been any significant increase in the efficiency &i.e.
coefficient of performance, '*-) of the system. #oreover, with the increasing
awareness of environmental degradation, the production, use and disposal of
'' and B'' as refrigerants in mechanical refrigeration system has become
a subCect of great concern. DBowever, now, such systems are being developed
using more eco0friendly refrigerants viz.
India has formed an association E F6reen orum;, for e!uipment
manufacturers and suppliers looking towards following and implementing eco0
friendly measures and practices in their respected operations and products. Themove provides an e"citing new avenue to seek technology and finances to
companies whose prime forte and product is refrigeration.
1.6 OBJECTIVES OF THE STUDY
$. To know the brand preference of refrigerators.
2. To know the satisfaction of the customers towards the refrigerator.
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>. To ascertain the factors influencing the customers to purchase the
refrigerator.
4. To ascertain the buying motives of customer.
+. To find the reasons for changing the behavior of customer.
1. HYPOTHESIS
There is no association between age and monthly income of the
respondents.
There is no association between educational !ualification and
occupation of the respondents.
There is no association between educational !ualification and monthly
income of the respondents.
1.! METHODOLOGY
1.!.1 RESEARCH DESIGN
(esearch Gesign is the conceptual structure within which research is
conducted. The research describes the e"isting state of affairs of the
refrigerators in @arur town. The research constitutes the collection of data,
measurement and analysis of data.
1.!.2 SOURCES OF DATA
The data are collected in both way i.e., primary and secondary data.
-rimary 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. /econdary data was collected from the magazines and
internet.
1.!.3 SAMPLING
The study was conducted with a sampling size of $ respondents.
'onvenient sampling was adopted for the collection of data.
1.!.4 PERIOD OF STUDY
The study covers period of > years from 2= to 2$$.
1.!.5 FIELD "ORK AND COLLECTION OF DATA
The field work of this study was conducted during the period of Aov
2$$ to an 2$2. The data were collected through pre0tested interview
schedule.
pplication of statistics is:
or the study, descriptive statistics namely percentages were used and
inferential state namely chi0s!uare, correlation and A*. The period of survey is limited.
4. The analysis was based on data collected with help of interview
schedule have its own limitations.
1.# CHAPTER SCHEME
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This study consists of + chapters.
C$%&'() I Geals with introduction and design of the study.
C$%&'() II Giscusses the brief outline about the consumer behaviour.
C$%&'() III Geals with -rofile of @arur town and -roduct, 9numerates the
profile of the study area and features of the refrigerator.
C$%&'() IV Geals with analysis and interpretation. ssesses the users
attitude towards the refrigerator.
C$%&'() V 1rings 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
e"perience of selling to them. 1ut 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 !uestions.
2.1 MEANING OF CONSUMER BEHAVIOUR
The term consumer behaviour is a subset of human behaviour. Bowever,
it does not mean that all human behaviour is oriented towards consumption. In
the words of 6lern %ilters DBuman behaviour refers to the total process by
which individuals interact with their environment.H
ccording to 1oone @urtz D'onsumer behaviour is the outcome of
both individual and environmental influencesH. To be the specific consumerbehaviour refers to the act of consuming a goods or service.
DEFINITIONS
ccording to Jeon 6. /chiffman, Jeslie Jazar @anuk DThe behaviour
that consumer display in searching for purchasing, using, evaluating and
disposing of products, services and ideas which they e"pect will satisfy their
needs3.
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
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
'onsumer behaviour was a relatively new field of study in the mid to
late $=?Ks with no history or body or research of its own, the new discipline
borrowed heavily from concepts developed in other scientific disciplines. /uch
as -sychology, /ociology, /ocial -sychology, cultural anthropology and
economics.
1. PSYCHOLOGY
-sychology is the study of the individual. It includes the study of
motivation, perception, attitudes, personality and learning patterns. ll these
factors are integral to an understanding of consumer behaviour.
They enable us to understand the various consumption needs of
individuals, their actions and reactions in response to different products and
products messages and the way persona$ity characteristics and previous
e"perience affect their product choices.
2. SOCIOLOGY
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/ociology is the study of groups. 6roup 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
/ocial -sychology 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
n 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 ma"imize satisfaction. #any early theories concerning
consumer behaviour were base on economic theory. or e"ample, the
9conomic man theory postulates that individuals act rationally to ma"imize
their utilities in the purchase of goods and services. #ore 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 e"ternal 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
#otivation acts as a driving force in the flow towards purchase action
#otivation has direct cause and effect relationship. #otivation the drive to act,
to move, to obtain a goal or an obCective. #otivation is a mental phenomenon.
It is affected by perceptions, attitudes, personalities traits and by outside
influences such as culture and marketing efforts. #otivation in buyer is
concerned with the reasons that impel buyer to take certain actions.
B. PERCEPTION
#otivation provides a basic influence upon buyer behaviour, while
perception is operationally critical. motive creates a disposition to act,
perception triggers or causes the behaviour in a certain way. -erception
influences &or) shapes the behaviour.
C. LEARNING
Jearning is the central topic in the study of human behaviour. Jearning
is defined as all changes in behaviour that result from previous e"perience and
behaviour in similar situations. Jearning is the product of reasoning, thinking,
information processing and of course perception. 'onsumer behaviour is
critically affected by the learning e"periences of consumers.
D. ATTITUDES
/ocial -sychologist defines attitudes as an emotionalized predisposition
to respond positively or negatively to an obCect &or) class of obCects.
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The concept of predisposition includes our familiar concepts of
attitudes, beliefs, goals and values. ttitudes affect both perception and
behaviour.
In general, an. attitude is a state of mind or feeling. It induces a
predisposition to behave in someway. ttitudes are very important in
e"plaining buyer behaviour.
E. PERSONALITY
-ersonality is a comple" psychological concept. Its primary features are
self0concept roles and levels of consciousness. reud 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+
-sychographics of life style marketing is a new techni!ue for analysing
predicting consumer behaviour. Jife style is a typical way of living, in a
dynamic society. It measures the peopleKs actions in terms of psychological
factors combined with demographic to us. It is concerned with people rather
than products. Jife style segmentation provides a better insight into buyer
behaviour. It is a good combination of demographic and psychological factors
determining consumer behaviour. 'onsumers buy products to enhance their life
styles.
2. E,TERNAL FACTORS
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The consumer behaviour is influenced by e"ternal forces such as social,
cultural factors reference groups, /ocial classes, status, symbols, etc.,
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A. FAMILY
#ost of the consumers belong to a family group. The family can e"ert
considerable influence in shaping the pattern of consumption and indicating the
decision making roles. -ersonal values, attitudes and buying habits are shaped
by family influences. #arketing 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
-sychology. 'onsumer behaviour is influenced by small groups to which the
consumer belongs. (eference groups are the social, economic or professional
group and consumer uses to evaluate his or her opinions and beliefs. 1uyer can
get advice or guidance in his to her own thoughts and actions from such small
groups. (eference groups is useful self evaluation and attitude formation.
'onsumer accept information, provided by their peer groups omits !uality of
the product, on its performance, style etc., which is hard to evaluate obCectively.
person may have several reference group for various subCects. Be may -refer
particular brand because reference group prefers that particular brand of the
product. *pinion leaders can act as effective agencies of communication on
behalf of marketing management. #arketing effort may be directed to provide
such opinion leaders.
C. SOCIAL CLASS
/ociology points out the relationship between social class and
consumption. 'onsumers buying behaviour is determined by the social class to
which they belong or to which they aspire, rather than by income alone.
1roadly speaking there are three distinct social classes upper, middle and lower
classes. 'onsumer belonging to middle classes usually stress rationality, e"hibit
greater sense of choice making. %here as consumer of lower classes have
essentially non rational purchase and show limited sense of choice making.5pper class consumers want products and brands that are clear symbols of
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social status. #iddle class people shop carefully and read advertisement and
compare prices before they buy. Jower class consumers buy usually on impulse
and should be influenced by point of purchase materials.
D. CULTURE
'ulture 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. 'ultural
influence is a force, shaping both pattern of consumption and pattern of
decision making from infancy. #uch of consumer behaviour is determined by
culture.
Technological advance may influence cultural changes. 9ducational and
travel can have considerable influence on culture marketing strategies can be
developed for each culture separately. /ub culture e"ists 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 Aorth and
/outh India, 1rahamins and
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thoughtful purchase choice. The marketer of a high involvement product must
understand the information 0 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 'ompanyKs brand on the more
important attributes.
2. DISSONANCE REDUCING BUYING BEHAVIOUR
/ometimes 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 e"pensive, infre!uent and risky.
fter the purchase, the consumer might e"perience dissonance that
stems from noticing certain dis!uieting features of the carpet and Custify his
decision. Bere marketing communication should aim to supply beliefs and
evaluation that help the consumer feel good about his brand choice.
3. HABITUAL BUYING BEHAVIOUR
#any 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 /trong 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. Bere consumers
are often observed to do a lot of brand switching. 1rand switching occurs rather
than dissatisfaction.
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2.6 BUYING PROCESS
or #arketing #anagement 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.
1uying process represents problem solving approach and includes the
following five steps.
1. PERCEIVED "ANT OR DESIRE
1uying process begins when a person begins to feel that a certain need
or desire has arisen and it has to be satisfied. Aeeds may he ignited by internal
or e"ternal 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. #arketing management should offer appropriate cues in the
communications which can promote the sale of the product.
2. INFORMATION SEARCH
roused needs can be satisfied promptly when the desired product is not
only known but also easily available. 1ut 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. #arketer also provides
information through salesman, advertising dealers, packing sales promotion
and window display.
#arketers are e"pected to provide reliable, up 0 to 0 date and ade!uate
satisfaction regarding their products and services. verage consumers are
always in need of reliable guidance and information, seller is e"pected to
provide their services.
3. EVALUATION OF ALTERNATIVES
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vailable 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.
product is viewed as a bundle of attributes. These attribute &or)
features are useful for evaluating alternative brands.
Information cues of Bints about a set of characteristics of the product
&or) brand such as !uality, 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. PURCHASE DECISION
%hile the consumer is evaluating the alternatives, she L he will develop
some likes and dislikes about the alternative brands. This attitude to wardsbrand influence her L his intention to buy. *ther factors which may influence
the intention to purchase are,
$. /ocial factor
2. /ituational factor
>. -erceived risk may influence the decision to purchase
Bigher priced products involve higher degree of risk. /ophisticatedproducts involve performance risk. 'onsumers may not have confidence in
foreign products involving higher cost and they would prefer national brands to
reduce risks and problems of service after sale.
PURCHASE E,PERIENCE AND BEHAVIOUR
The brand purchase and the product use provides feed back of
information regarding attitudes. If the level of satisfaction derived is as per
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e"pectations, it will create brand preference influencing future purchase. 1ut if
the purchased brand does not yield desired satisfaction negative feelings will
occur and this will create an"iety and doubts. This phenomenon is called
cognitive dissonance.
#arketers should be aware of the full range of ways in which the
consumer handles dissatisfaction. #arketers must take necessary steps to
minimize the amount of consumer post purchase dissatisfaction.
#odem concepts of buyer behaviour point out that behaviour is the
result of interaction between person centered factors and situation centered
factors. #arketers must be aware of the person centered factors such as buyer
motivation, learning, perception, attitude, value and belief. /imilarly, marketers
must also be aware of social environment and inter0personal interactions
influencing buyer behaviour.
2.! BUYER BEHAVIOUR THEORIES
rom the very early times efforts were made to e"plain the motivational
processes that influence buying behaviour. ll social sciences have contributed
separate theories and tried to find out these phenomena. These theories for
convenience may be grouped as under.
9conomic Theories
-sychological Theories
-sycho 0 analytical Theories
/ocio 0 'ultural Theories
1. E/0/ T$(/)(
%+ M%)0% U'' T$(/)
This theory was developed by classical economists. ccording to them,
a consumer will continue to buy a such products that will deliver him the most
utility or ma"imum satisfaction at relative prices. 9conomists held the view
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that man is rational in all his activities and purchasing decisions are the result
of economic calculations.
#arketers, however, do not accept this theory, on the ground that it fails
to e"plain how product and brand preferences are formed further, economic
factors alone cannot e"plain variations in sales. or instance, when price is
reduced some may not buy, thinking that !uality of the product has gone down.
*n the contrary, the general feeling is that a price reductions increases the
relative value of goods and hence sales increase. The theory however provides
a useful frame of reference for analyzing only one small corner of theK block
bo"K.
*7+ I0/( %08 S%90 T$(/)
This theory is based on the fact that purchasing power is the real
determinant of buying. -urchasing -ower, on the other hand, is dependent on
Kdisposable income3 that is income left after payment of ta" 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 e"amining 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 e"plain 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, -eople learn from e"perience, and the results of
e"perience 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.
%. S':: R(&/0( T$(/)(
/timulus response theory, after constant refinements, is now based on
our central processes. They are drive, cue, response and reinforcement.
3Grives3 are needs or motives that are stronger where as a KcueK is a weaker
stimuli. The 3response3 is the resultant reaction of some stimuli. If it is based
on cue, the response may be shifting form one brand to another brand based on
previous e"perience. In other words, cues will create different degrees of
responses under different occasions. (einforcement is the process by which
rewarding e"perience in the past are strengthened. It is here brand preferences
are strengthened leading to brand loyalty. The purpose of giving free samples
of newly introduced product is nothing but to actives this reinforcement.
7. C/0'9( T$(/)(
This theory was propounded by estinger mainly to e"plain certain post
buying behaviour. ccording to,3 it, stimulation of want is conditioned by acustomerKs knowledge, his perception, beliefs and attitudes. -erception is the
sum total of physical stimuli and personal factors.
Though the theory was developed to e"plain a decision phenomena, it is
suitable for e"plaining pre 0 decision an"iety also. n important goal, both of
advertising and personal seling, is to reduce cognitive dissonance on the part of
buyer and prospects.
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. G('%' %08 F(8 T$(/)(
ccording to the theory learning and conse!uent 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. 1ehaviour should be e"plained in
terms of all the factors that are operating when an event happens. Thus, buying
is not motivated by a single element. 1ut is the sum 0 total of many elements.
3. PSYCHO - ANALYTIC THEORIES
This theory is developed from the thoughts of sigmund freud. Be
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. 9go refers to the act of weighing conse!uences and tries
to reconcile with reality. It is an e!uilibrating device that leads to socially
acceptable behaviour and imposes rationality on the id. The ego weighs the
conse!uences of an rather than rushing blindly into the activity.
/uper ego is a personKs conscience. It is highly rational and tries to keep
the activities morally right, in essence, the id urges an enCoyable 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
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9conomy
griculture
Bome Te"tile
-aper
1us body 1uilding
'ement
/ugar actory
3.1.1 HISTORY
@arur 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 2 years, and has been a flourishing trading centre even in the early
/angam days. 9pigraphical, Aumismatic, rchaeological and Jiterary evidence
have proved beyond doubt that @arur was the capital of early 'hera kings of
/angam age.
@arur was built on the banks of river maravathi which was called
anporunai during the /angam days. The names of the early 'hera kings who
ruled from @arur, have been found in the rock inscriptions in ru Aattar #alai
close to @arur.
KARUR DISTRICT
@arur district 'ollector is the Bead of the Gistrict administration and
Gistrict 'ollector;s *ffice is the centre of Gistrict dministration situated in
#aster -lan 'omple" in Thanthondrimalai. It is nearly ?km from karur bus
stand and 8km from (ailway station on the way to Gindigul via
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3.1.5 CLIMATE
The highest temperature is obtained in early #ay to early une usually
about >7
', though it usually e"ceeds >=
' for a few days most years. verage
daily temperature in @arur during anuary is around 24', though the
temperature rarely falls below $='.
The average annual rainfall is about ?$+mm. The city gets most of its
seasonal rainfall from the north0east monsoon winds, from late /eptember to
mid Aovember.
3.1.6 DEMOGRAPHICS
s of 2$$ India census, 6( India @arur had a population of 7?,>28.
#ales constitute +M of the population and females +M. @arur has an average
literacy rate of 78M, higher than the national average of +=.+M:male literacy is
84M, and female literacy is 72M. In @arur, $M of the population is under ?
years of age.
3.1. ECONOMY
A):':)%
5tilisation of land area in @arur district is up to 44.+=M, 4.7?M of the
land area remains as other uncultivated land. 2.74M is forest area in
@arur district. 1lack soil is the predominant soil type in this district
accounting for >+.+$M followed by lateritic /oil for 2>.8+M. (est
2.>$M is comprised of sandy, coastal and alluvium soil.
H/( T(?'(
@arur is famous for its home te"tiles. @arur has a niche in five maCor
product groups0bet linens, kitchen linens, toilet linens, table linens and
wall hangings. *verall @arur generates around (s.2 crores &N4
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million dollars a year) in foreign e"change through direct and indirect
e"ports. llied industries like ginning and spinning mills, dyeing
factories, weaving etc employees around 2 people in and around
@arur.
*n the international te"tile map @arur has become synonymous with
hand0loom Dmade0upsH first as Tirupur in the hosiery product. The
weaving industry came to @arur from @erala and has earned a
reputation for its high !uality hand0loom products today. Band0loom
e"ports from @arur began on a modest scale with Cust $+ e"porters in
$=7+ and today @arur has $s of e"porters.
The hand0loom products being e"ported have been broadly classified
under three heads viz., kitchen, bathroom and bedroom furnishing items.
/ome of the hand0loom made0ups e"ported from @arur are 1edspreads,
Towels, loor rugs, Tea towels, Aapkins, prons, @itchen towels, -ot
holders, -late mats, 1athmats, Tea mats, 'urtains, -illow, *uilt 'overs,
/hower curtains etc.,
P%&()
TA-J is promoted by the 6overnment of Tamilnadu with loan
assistance from the %orld 1ank. Today TA-J is the largest producer of
bagasses &sugarcane waste from /ugar mills) based paper in the world
and the 2ndlargest paper producer in India. TA-J produces 2> tons
of printing writing paper and consumes $ million tones of bagasses
every year.
B: B/8 B:80
@arur is a renowned centre for bus building industries. This is a uni!ue
feature of @arur and almost =M of south Indian bus bodies are being
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built here. The total business in estimated to be around (s.7+ crore per
annum.
C((0'
'hettinad 'ement 'orporation Jtd was formed $=?2 to cater to growing
demands of cement in the country. The manufacturing unit located at
-uliyur, @arur Gistrict, in Tamilnadu commenced production in pril
$=?8. part from cement, the 'hottinad Bouse is today engaged in
activities as diverse as granite, engineering, silica, garnet, information
technology, steel te"tile trading, horse breeding, plantations, shipping,
transportation, stevedoring, clearing and forwarding and logistics having
a combined
S:%) F%'/)
India is the world;s largest producer of sugar. 9.I.G.-arry;s pioneered
sugar production in India. In $842, the 'ompany set up India;s first
sugar factory at ltr.
Twist ice Tray.
2=
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nti0bacteria gasket.
'ell fresh crisper.
Bumidity controller.
-ower deodorizer.
'olour: #oon /ilver, /uper ino", 'hampagne.
Aet dimension in mm: $+4+ " +4 " ?+.
%ired shelves.
(ef lamp.
Transparent veg bo".
9gg tray.
Geep door.
Transparent door basket.
/liding door basket.
#etallic door finish.
6rip handle.
3.2.2 "HIRLPOOL PRODUCT DESCRIPTION
>$liters Iceberg 9lite %hirlpool (efrigerator is truly an owner;s pride.
%ith the best cooling technology and uni!ue storage features comprised in
>$J of capacity, it has to be a cooling magic.
K( F(%':)(
?
th
/ense ast 'ool ?th/ense /urround 'ool /ystem
Goor open larm
O'$() F(%':)(
2 legs L 2 (ollers
>$J 'apacity
1ottle 1ins &Transparent)
>
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/ilver AanoT# Technology
'ool 'urtain /ystem
#ulti0low
Toughened 6lass /helves
Bumidity 'ontroller
/tylish (ound Gesign
ir /hower in reezer
Twist Ice: Tray
/pecifications: Total +>J
reezer: $>+J
(efrigerator: >=+J
CHAPTER-IV
USERS ATTITUDE TO"ARDS 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
6ender is an important factors which influence the using of (efrigerator.
The following table 4.$ represents the gender of respondents.
TABLE 4.1
GENDER
S.N/. G(08() N/. /= R(&/08(0' @
>2
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$ #ale 82 82
2 emale $8 $8
T/'% 1 >
2 2 E 4 ?8 ?8
> 4 E ? 2 2
4 bove ? 0 0
T/'% 1
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It is clear from that the above table 4.2 out of $ respondents >
percent of the sample studied belong to the age group of below 2 years. ?8
percent of the sample belong to the age group between 2 to 4 years and 2
percent of the sample belong to the age group between 4 to ? years.
It is inferred that the maCority of the respondents belong to the age group
between 2 to 4 years.
4.3 MARITAL STATUS
#arriages are made in heaven. #arriage is an important factor which
helps to purchase the refrigerator. The following table 4.> connotes the marital
status of the respondents.
TABLE 4.3
MARITAL STATUS
S.N/.M%)'% S'%': N/. /= R(&/08(0' @
$#arried ? ?
25nmarried 4 4
T/'% 1
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4.4 EDUCATIONAL STATUS
9ducation makes the man perfect. Bere, education is one of the
significant criteria to choose the refrigerator.
TABLE 4.4
EDUCTIONAL STATUS
S.N/.E8:%'/0% S'%': N/. /= R(&/08(0' @
$
5pto Bigher /econdary >8 >8
25pto 5nder 6raduate >2 >2
>5pto -ost 6raduate 28 28
4*thers !ualification 2 2
T/'% 1
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It is inferred that the maCority of the respondents are having the
education upto higher secondary level.
>?
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4.4 OCCUPATIONAL STATUS
The researcher has classified the occupation status into four way namely
business, agriculture, profession and other occupation. n attempt is made to
study the occupational status and the results the tabulated in table 4.+.
TABLE 4.5
OCCUPATIONAL STATUS
S.N/. O:&%'/0 N/. /= R(&/08(0' @
$ 1usiness 2? 2?
2 griculture $4 $4
> -rofession 4 4
4 *thers 2 2
T/'% 1
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FIGURE 4.1
OCCUPATIONAL STATUS
>8
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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.?.
TABLE 4.6
MONTHLY INCOME OF THE RESPONDENTS
S.N/. M/0'$ I0/( L(9( N/. /= R(&/08(0' @
$ 1elow (s.+ >4 >4
2 (s.+0(s.$ + +
> (s.$0(s.$+ ? ?
4 bove (s.$+ $ $
T/'% 1
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4. SIE 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.
SIE OF THE FAMILY
S.N/. S( /= F% N/. /= R(&/08(0' @
$ 1elow > >4 >4
2 > E + 42 42
> + E 7 22 22
4 bove 7 2 2
T/'% 1
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4.! PREFERENCE OF REFRIGERATORS
The following table 4.8 e"pressed the opinion of respondents towards
the preference of refrigerators.
TABLE 4.!
PREFERENCE OF REFRIGERATORS
S.N/.K08 /=
R(=)()%'/)
N/. /=
R(&/08(0'@
$ /ingle Goor 74 74
2 Gouble Goor 2? 2?
T/'% 1
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FIGURE 4.2
BRANDS PREFERENCE IN REFRIGERATORS
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4.1< KNO"LEDGE ABOUT REFRIGERATORS
%hile purchasing a product, every customer is e"pected to have some
knowledge about product features, use, method of handling and so on.
(efrigerator is e"empted 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.$.
TABLE 4.1 2> Jtr 2? 2?
4 *thers 4 4
T/'% 1
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FIGURE 4.5
PREFERENCE OF SIE OF REFRIGERATORS
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4.13 OPINION OF THE RESPONDENTS TO"ARDS PRICE
-rice is the only variable factor determining the income of the business.
-ricing is the matter of vital important to both buyer and the seller in the
terminal market. The following table 4.$> denotes the opinion of the
respondents towards price.
TABLE 4.13
OPINION OF THE RESPONDENTS TO"ARDS PRICE
S.N/. P)( L(9( N/. /= R(&/08(0' @
$ Bigh 2? 2?
2 #edium ?8 ?8
> Jow ? ?
T/'% 1
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FIGURE 4.6
OPINION OF THE RESPONDENTS TO"ARDS PRICE
+$
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4.14 PERIOD OF HOLDING REFRIGERATORS
6enerally, the period of holding refrigerator is based on !uality, brand
and price of the refrigerator. The table 4.$4 portrays the opinion of the
respondents towards period of holding the refrigerators.
TABLE 4.14
PERIOD OF HOLDING REFRIGERATORS
S.N/. N/. /= (%) N/. /= R(&/08(0' @
$ 1elow $ year 4 4
2 $ E + years 44 44
> + E $ years >4 >4
4 bove $ years $8 $8
T/'% 1
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FIGURE 4.
PERIOD OF HOLDING REFRIGERATORS
+>
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4.15 BASIC OF PURCHASE
The researcher has also gathered the opinion of the respondents towards
the basics of purchase of refrigerators the respondents e"pressed their opinion
and the results is shown in table 4.$+.
TABLE 4.15
BASIS OF PURCHASE
S.N/. B% /= P:)$%( N/. /= R(&/08(0' @
$ 'ash + +
2 Installment 4? 4?
> Bire purchase 4 4
T/'% 1
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CHART 4.#
NO. OF INSTALLMENTS
+7
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4.1 REASONS FOR PREFERANCE OF BRAND
/ome 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.$7.
TABLE 4.1
REASONS FOR PREFERENCE OF BRAND
S.N/. R(%/0 N/. /= R(&/08(0' @
$ Jow maintenance $? $?
2 Jong life > >
> /ervice 44 44
4 'ost 4 4
+ *thers ? ?
T/'% 1
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FIGURE 4.1? 4>
> Installment 4 +
4 *thers 0 0
T/'% !4 1
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FIGURE 4.12
OFFERS GIVEN BY THE DEALER
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4.2< SATISFACTION OF RESPONDENTS TO"ARDS BRAND OF
REFRIGERATORS
/atisfaction means the act of satisfying or the state of being satisfied
gratification of desire contenment in possession and enCoyment response of
mind resulting from compliance with it desires or demand. The following table
4.2 e"plains satisfaction of respondents towards brands of refrigerator.
TABLE 4.2 P = +M degree of freedom
'alculate value P =.=8
Table value P 2>.?
I0=()(0(
The calculate value is less then table value. Therefore the null
hypothesis is accepted. There is no association between age and monthly
income of the respondents.
?=
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COMPARISON BET"EEN THE EDUCATIONAL UALIFICATION
AND OCCUPATION OF THE RESPONDENTS
Bo : There is no relationship between the educational !ualification and
occupation of the respondents. To findout the relationship, chi0s!uare is
applied and the result of the test is given below.
TABLE NO ; 4.23
COMPARISON BET"EEN THE EDUCATIONAL UALIFICATION
AND OCCUPATION OF THE RESPONDENTS
O7()9(8 F)(:(0
O:&%'/0 U&'/ 2
E8:%'/0% :%=%'/0
T/'%
U08()
G)%8:%'(
P/'
G)%8:%'( O'$()
1usiness
griculture
-rofession
*thers
$
4
2
4
$
?
8
8
?
4
$
8
2
2?
$4
4
2
Total >8 >2 28 2 $
E?&('(8 F)(:(0
O:&%'/0 U&'/ 2
E8:%'/0% :%=%'/0
T/'%
U08()
G)%8:%'(
P/'
G)%8:%'( O'$()1usiness
griculture
-rofession
*thers
$
4
2
4
$
?
8
8
?
4
$
8
2
2?
$4
4
2
Total >8 >2 28 2 $
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CHI ; :%)( T('
O E *O-E+ *O-E+ 2*O-E+2
E
+ + 2 > 0$ $ .>>
$ 8 2 4 .+
2 > 0$ $ .>>
+ 4 $ $ .2+
> 2 $ $ .+
4 ? 02 4 .?7
4 4
> 4 0$ $ .2+
2 2
+ +
4 > $ $ .>>
$ $
3.16
D()(( /= =)((8/
&'0$) &r0$)
&40$) &40$)
P > " > P = +M degree of freedom
'alculate value P >.$?
Table value P 2>.?
I0=()(0(
The calculate value is less then table value. Therefore the null
hypothesis is accepted. There is no association between educational
!ualification and occupation of the respondents.
7$
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RELATIONSHIP BET"EEN THE EDUCATIONAL UALIFICATION
AND MONTHLY INCOME OF THE RESPONDENTS.
Bo : There is no relationship between educational !ualification and monthly
income of the respondents.
To findout the relationship, chi0s!uare test is applied and the result is
given below.
TABLE NO -4.24
COMPARISON BET"EEN THE EDUCATIONAL UALIFICATION
AND MONTHLY INCOME OF THE RESPONDENTS
O7()9(8 F)(:(0
M/0'$ I0/(
E8:%'/0% :%=%'/0
T/'%U&'/
2
U08()
G)%8:%'(
P/'
G)%8:%'(O'$()
1low (s0+ $2 $4 8 >4
(s0+0(s.$ 2 $2 $8 +(s0$0(s0$+ 2 2 2 ?
bove (s0$+ 4 4 2 $
Total >8 >2 28 2 $
E?&('(8 F)(:(0
#onthly Income
E8:%'/0% :%=%'/0
T/'%
5pto O2
5nder
6raduate
-ost
6raduate *thers
1low (s0+ $2 $ $ 2 >4
(s0+0(s.$ 2 $? $4 +
(s0$0(s0$+ 2 2 2 ?
bove (s0$+ 4 4 2 $
Total >8 >2 28 2 $
CHI ; :%)( T('
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O E *O-E+ *O-E+ 2*O-E+2
E
? ?
$ $ $ $
2 2
7 + 2 4 .8
? 8 02 4 .+
$ $
2 2
4 + 0$ $ .2
= 7 2 4 .+7
$ 0$ $ $.
$ $
$ 0$ $ $.
$ $ $
4..?
I0=()(0(
The calculate value is less then table value. Therefore the null
hypothesis is accepted. There is no association between educational
!ualification and monthly income of the respondents.
7>
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O E *O-E+ *O-E+ 2*O-E+2
E
8 ? 2 4 .?7
4 7 0> = $.2=
4 > $ $ .>>$ $
+ 8 0> = $.$>
$4 $$ > = .82
? ?
2 $ $ $ $.
$ $
$ 0$ $ $.
2 2
2 2
$ $
6.24
D()(( /= =)((8/
&'0$) &r0$)
&40$) &40$)
P > " >P = +M degree of freedom
'alculate value P ?.24
Table value P 2>.?
I0=()(0(
The calculate value is less then table value. Therefore the null
hypothesis is accepted. There is no association between monthly income andsize of family of the respondents.
7+
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RELATIONSHIP BET"EEN THE RECOMMENDED AND NO.OF
YEAR USING THE BRAND OF THE RESPONDENTS.
Bo : There is no relationship between the recommended and no.of
years using the brand of the respondents.
To findout the relationship, chi0s!uare test is applied, and the
result is shown below.
TABLE NO ; 4.26
COMPARISON BET"EEN THE RECOMMENDED AND NO. OF
YEARS USING THE BRAND OF THE RESPONDENTS
O7()9(8 F)(:(0
N/. /= Y(%) :0
'$( 7)%08 F)(08
R(/(08(8
O'$() T/'%
R(%'9( D(%()
$ 0 2 Qears
2 E > Qears
> E 4 Qears
bove 4 Qears
$4
$4
$2
4
$
$?
?
4
2
4
2
2
4
4
2
>
>8
22
$
T/'% 22 $8 + + $
E?&('(8 =)(:(0
N/. /= Y(%) :0
'$( 7)%08 F)(08
R(/(08(8
O'$() T/'%R(%'9( D(%()
$ 0 2 Qears
2 E > Qears
> E 4 Qears
bove 4 Qears
$4
$?
$
4
$
$4
8
4
2
4
2
2
4
4
2
>
>8
44
$
T/'% 44 >? $ $ $
CHI ; :%)( T('
O E *O-E+ *O-E+ 2 *O-E+2
7?
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E
7 7
7 8 0$ $ .$>
? + $ $ .2
2 2 + +
8 7 O$ $ .$4
> 4 0$ $ .2+
2 2
$ $
2 2
$ $
$ $
2 2
2 2 $ $
.?
I0=()(0(
The calculate value is less then table value. Therefore the null
hypothesis is accepted. There is no association between recommended and no.
of years using the brand of the respondents.
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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 frost0free refrigerators.
The first known artificial refrigerator was demonstrated by %illiam
cullen at the university of 6gow in $748.
It is inferred that the maCority of the respondents are fall in male.
It is inferred that the maCority of the respondents belong to the age group
between 2 to 4 Qears. It is inferred that the maCority of the respondents are married.
It is inferred that the maCority of the respondents are up to O2 level.
The Bighest -ercentage of the respondents are profession.
The Bighest -ercentages of the respondents are come under the income
group of (s.+ to (s.$ per month.
It is inferred that the maCority of the respondents are all fall under > to +
members group.
It is inferred that the maCority of the respondents are bought single door
refrigerators.
It is inferred that the maCority of the respondents are purchased whirl
pool brand of refrigerators.
It is inferred that the maCority of the respondents recommended to by
buy the brand is friends.
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5.2 SUGESSTIONS
#a"imum number of respondents feel !uality is the prime factor so,!uality is to be improved better with good service.
'ost plays a vital role during the purchase of the refrigerators. The cost
of the refrigerators may be reduced.
Jatest technology is another feature which the consumers e"pects in
their refrigerators.
The consumers feel power consumption is absorbed lot more. /o low
power consumption may also be made in the refrigerators.
lso the consumer have mind that more number of models to designed,
and more cooling facility to be inserted.
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80/80
5.3 CONCLUSION
'ustomers are more or less satisfied towards their refrigerators. They
feel that more features to be added in the refrigerators.
#ost of the customers want their refrigerators to be reasonable price.
1rand image, !uality and compressor are the main factors that influence the
customers to purchase the refrigerator. That study concludes that D/atisfied
consumer would be a most effective sales promoterH for any manufacturer.
Bence the producers of refrigerators should concentrate on satisfying the
consumer needs.