Chapter 4 FINDINGS OF THE STUDY - Information and...

Chapter 4

FINDINGS OF THE STUDY

FINDINGS OF THE STUDY

The previous chapter has provided a detailed result of the analysis of the effect

of advertisements on the consumer behaviour and brand preference of consumer

durables in Kerala. The present study reveals that advertising has significant influence

on the consumers of Kerala. Thus advertising is a very important communication tool,

highly visible and more effective. It helps to create awareness, remind, persuade to

buy and retain the existing customers. People in markets feel that is the need of the

time for business. We may like or not but advertisements are observable everywhere

in our surrounding. It is very difficult to live in isolation without noticing

advertisement in present time. It has become part of our social, economic, cultural and

business environment. It is the indicator of advancement and progress of human

civilization. Advertisements have affected our life style to a great extent. From the

present study itself we can see that the consumer durables market of Kerala, the big

companies and traders are using a number of advertising strategies for attracting and

retaining profitable consumers. In order to make an overall assessment of the effect of

advertisement on consumer behaviour and brand preference in the consumer durables

market of Kerala, the researcher focused upon the following objectives.

� To study the demographic profile of the respondents and their exposure to

different media.

� To examine the respondents general attitude towards advertising.

� To examine the effect of advertisement on awareness and purchase of

consumer durable products.

� To assess the effect of consumer durables advertising in different media.

� To identify the most effective medium of advertising of consumer durables.

� To assess the effect of advertising on brand preference of consumer durables.

� To study the important factors affecting the customers while purchasing

consumer durables.

In order to carry out the study with the above mentioned objectives in mind,

the primary data have been collected with the help of a structured questionnaire and

informal personal discussions with the sample respondents. The secondary data have

been collected from different sources such as published research papers, research

articles in national and international journals, seminar reports, newspapers, books,

departmental publications and working papers.

Since the universe (viewers of advertisements) constitutes an infinite one, a

Census method is found to be quite impractical. Hence Stratified Random Sampling

technique was adopted to select the sampling units. The collected primary data have

been statistically processed, classified and tabulated using appropriate methods.

Statistical techniques such as scaling and scoring techniques are used for the analysis

of the data. Likerts’ scaling and Semantic differential scale have been used to analyse

the attitude of respondents and nominal scale has been used to analyse the

demographic profile of the consumers. The data collected through the questionnaire

analysed using the SPSS software. The hypothesis formulated for the study was tested

with the help of parametric and non- parametric tests. They are Chi-Square, ANOVA,

Contingency table / cross tabulation, Cramer’s V, Kendall’s W test, Friedman test,

Kruskal Wallis test, Mann–Whitney–Wilcoxon test, Correlation etc. While analysing

the primary data from the sample respondents the following observations has been

made:

Section A - Personal profile of the sample respondents

A brief description of the sample in respect of age, gender, region, education,

occupation and family income are given below:

� As regards the age of the respondents selected for the study, out of total 900

respondents, those belonging to below 20 years age total 37.8 per cent, those

belonging to the 20-30 years range total 39.1 per cent, those belonging to the

30-40 years range total 26.4 per cent, 10.3 per cent fall under the category of

40-50 years and that 1.2 per cent of the sample size are 50 and above years.

� As for the gender of the respondents, 65.1 percent of respondents selected for

the study were male and the remaining 34.9 per cent female.

� Among those from the data were collected as part of the survey, 33.3 per cent

sample respondents each from the rural, semi urban and urban area.

� As regards the education level of the sample size, out of 900 respondents, 261

(29 per cent) included in the up to SSLC category, while 246 (27.3 per cent)

respondents stated that they had studied PDC/Plus Two level. 185 (20.6 per

cent) of respondents were included in the Graduation category, 71 (7.9 per

cent) of respondents were Professional degree holders and the remaining 137

(15.2 per cent) of the respondents stated that they belonged to Post Graduate

and above category.

� The employment status wise breakup of the respondents shows that 497 (55.2

per cent) of the respondents were employed and 403 (44.8 per cent) of them

were coming under the category of unemployed.

� As for the occupation of the sample respondents, it was found that 118 (13.1

per cent) of the respondents were Government employees, 106 (11.8 per cent)

of the respondents were coming under the category of Private sector

employees, 120 (13.3 per cent) were doing Business, Only 34 (3.8 per cent) of

them were Professionals, 36 (4 per cent ) Agriculturists,83 (9.2 per cent) Cooli

workers, 255 (28.3 per cent) House wives, 44 ( 4.9 per cent ) Retired and there

were 54 responses contributing 6 per cent in the occupation category of

Returned NRI’s.

� Regarding the income of the 900 respondents, it was found that 315 (35 per

cent) of the respondents have annual family income Up to Rs. 1 Lakh. 457

(50.8 per cent) of the respondents are coming under the category of 1 - 3

Lakhs. 64 (7.1 per cent) of the respondents are coming under the group of 3 - 6

Lakhs. 41 (4.6 per cent) of the respondents are in the category of 6 - 10 Lakhs

and there are 23 responses contributing 2.6 per cent in the income category of

10 Lakhs & above.

Section B – Exposure of respondents towards different media

� Majority (65.6 per cent) of the respondents spent their leisure time for

watching Television and films. As far as the hobby reading is concerned 19.8

per cent. Reading occupies the second position. Only 7.9 per cent respondents

select music and dance as their main hobby. 6.8 per cent of the respondents

spent their leisure time for Indoor & Outdoor games.

� As far as time spent on Television is concerned, 27.6 per cent of the

respondents spent less than one hour daily for watching TV. 38 per cent of

them spent 1-2 hours and 34.4 per cent of them spent more than 2 hours daily.

� It is clear that 6.2 per cent of the respondents prefer to watch television on the

morning, 21.8 per cent of the respondents whose preferred time is noon, 28.9

per cent of the respondents prefer watching television in the evening, 19.4 per

cent of the respondents whose preferred time is night and 23.7 per cent of the

respondents opined that they have no specific time slot for watching television.

� Analysis of survey data shows that as far as time spent on listening radio, 20.1

per cent of the respondents spent less than one hour daily, 29.7 per cent of

them spent 1-2 hours and 22.7 per cent of them spent more than 2 hours daily.

� In case of time spent for reading of the newspapers, 4.2 per cent of the

respondents are not reading newspapers. 71.1 per cent of the respondents spent

less than one hour daily, 24.7 per cent of them spent 1-2 hours daily for reading

newspapers.

� In case of time spent for reading of the magazines, 16.8 per cent of the

respondents are not reading magazines. 69.2 per cent of the respondents spent

less than one hour daily, 24 per cent of them spent 1-2 hours daily for reading

magazines.

� The primary data shows that the time spend for internet browsing, 69.9 per cent

of the respondents are not using internet. 17.2 per cent of the respondents spent

less than one hour daily, 8.1 per cent of them spent 1-2 hours daily for

browsing internet and the remaining 4.8 per cent using internet more than 2

hours.

� The study reveals that the respondent’s response of favourite newspaper, out of

900 respondents 33 per cent prefer Mathrubhoomi as their favourite newspaper

followed by the Malayala Manorama which was preferred by 29.1 per cent

respondents. The Hindu, Indian Express and Kerala Kaumudi are preferred by

6.2 per cent, 8.2 per cent and 15.3 per cent respectively. Other most preferred

newspapers are Deshabhimani, Janmabhoomi, and Madhyamam etc.

� Among the number of magazines, 34 per cent prefer Malayala Manorama as

their favourite magazines followed by Vanitha which was preferred by 24.8 per

cent respondents. Arogyamasika, Grihalakshmi, and Outlook India are

preferred 10.1 per cent, 18.6 per cent and 7.6 per cent respectively. Others

include Mangalam, Kanyaka, India Today, and Femina etc. which constitute 5

per cent.

� In order to get an insight about the various television channels that are being

watched by respondents, the researcher thought their opinion on the most

preferred channels. Among the number of T V channels Asianet is the most

preferred channel by 36.2 per cent of the respondents. The second most

preferred channel is Kairaly (18.9 per cent). 7.3 per cent prefer Surya T V.

India Vision, Amritha, NDTVand Vijay T V are preferred by 10.6 per cent, 9.8

per cent, 6.8 per cent and 5.7 respectively. Other most preferred channels are

Kiran, CNN, K T V, Sony etc.

� 86 per cent of respondents are interested to watch / listen advertisements in

different media. The respondents are of the opinion that advertisements are

important in terms of enjoying and gaining product information.

� Television is the most favourite medium of advertising by 69.1 per cent of the

respondents. The second most favourite medium is Newspaper (18.9 per cent).

9.2 per cent prefer magazines as their favourite medium of advertisement. Only

2.8 per cent of the respondents prefer bill boards as their favourite medium of

advertising. From the table we can see that majority of the respondents prefer

television as their favourite medium of advertising.

Section C – Respondents attitude towards advertising

� Ranks given by the respondents for their favourite medium of advertising.

Television is the most preferred medium followed by newspaper, magazines

and billboards / hoardings. It is evident from the analysis, Kendall’s value is

high, and here the male and female respondents are highly agreed with the

ranking given for preference over medium of advertising.

� The classification of opinion of the respondents based on the liking of the

advertising. It can be seen that, of the total 3.4 per cent of the respondents in

the age group below 20 years strongly disagreed followed by about 3.6 per cent

in the age group of 20-30 years. As regards the percentage of the respective age

groups 30-40 years, 40-50 years and 50 years and above is recorded by 1.2 per

cent, 0.2 per cent and 0.1 per cent respectively.

About 8.4 per cent of the respondents in the age group of Below 20 years

disagreed to the statement and followed by the age groups 20-30 ( 5.3 per

cent), 30-40 years ( 1.8 per cent) , 40-50 years ( 1.3 per cent) and 50 and above

years (0.1 per cent).

About 7.7 per cent of respondents in the age group of Below 20 years neither

agreed nor disagreed to the statement and followed by the age groups are 20-30

(8 per cent), 30-40 years (1.6 per cent) and 40-50 years (2.3 per cent).

About 13.3 per cent of the respondents in the age group of below 20 years,

16.1 per cent of 20-30 years age group, 4.7 per cent from 30-40 years age

group and 3.4 per cent of 40-50 years agreed to the statement. However, 4.9

per cent of respondents of below 20 years age group, the respondents of 6.1 per

cent, 2.3 per cent and 3 per cent of 20-30 years, 30-40 years and 40-50 years

age groups respectively are strongly agreed. Thus, from the present study it can

be concluded that majority of respondents are agreed that overall they like

advertising.

� The opinion of the respondents based on the gender on the overall liking of the

advertising. It is observed from the study that of the total 5.7 per cent of male

and 2.9 per cent of female are strongly disagreed to the statement. It can be

seen that 11 per cent of male and 6 per cent of female disagreed to the

statement. Meanwhile, 13.8 per cent of male and 5.9 per cent of female neither

agree nor disagree to the statement. About 23.7 per cent of male and 37.7 per

cent of female respondents are agreed and it is strongly agreed by 11 per cent

and 6.1 per cent by males and females respectively. Obviously, majority of

male and female respondents are agreed that they like advertising.

� The opinion of the respondents based on the region on the overall liking of the

advertising. It is observed from the present study that of the total

25respondents from Rural, 34 from Semi-urban and 18 respondents from

Urban are strongly disagreed to the statement. It can be seen that 80

respondents from Rural, 54 from Semi-urban and 19 respondents from Urban

are disagreed to the statement. Meanwhile, 57 respondents from Rural, 45 from

Semi-urban and 75 respondents from Urban are neither agree nor disagree to

the statement. About 97respondents from Rural, 98 from Semi-urban and 144

respondents from Urban are agreed and it is strongly agreed by 41respondents

from Rural, 69 from Semi-urban and 44 respondents from Urban are

respectively. Obviously, majority of rural, semi-urban and urban respondents

are agreed that they like advertising.

� The opinion of the respondents based on the educational qualifications on the

overall liking of the advertising. It is observed that of the total 45respondents

who studied up to SSLC, 32 who qualified PDC/Plus Two are strongly

disagreed to the statement. It can be seen that 5 respondents studied up to

SSLC, 39 of PDC/Plus Two holders, 81 Graduates, 23 Professionals and 5 Post

Graduate respondents are disagreed to the statement. Meanwhile, 49

respondents studied up to SSLC, 62 of PDC/Plus Two holders and 66 Post

Graduate respondents are neither agree nor disagree to the statement. About 88

respondents studied up to SSLC, 61 of PDC/Plus Two holders, 90 Graduates,

40 Professionals and 60 Post Graduate respondents are agreed and it is strongly

agreed 74 respondents studied up to SSLC, 52 of PDC/Plus Two holders, 14

Graduates, 8 Professionals and 6 Post Graduate respondents are respectively. It

is observed from the table that majority of respondents irrespective of their

educational qualifications they are agreed that they like advertising.

� The classification of opinion of the respondents based on income on the liking

of advertising. From the present study it can be seen that , of the total 34

respondents in the income group Up to Rs. 1 Lakh strongly disagreed followed

by about 43 respondents in the income group 1-3 Lakhs.

About 153 of the respondents in the income group of 1-3 Lakhs disagreed to

the statement .About 32 respondents in the income group of Up to Rs.1 Lakh

neither agreed or disagreed to the statement and followed by the income groups

are 1-3 Lakhs(125) and 3-6 Lakhs (20).

About 140 respondents in the income group of up to Rs.1 Lakh, 126

respondents of Rs. 1-3 Lakhs income group, 40 from Rs. 3-6 Lakhs income

group and 33 of Rs. 6- 10 Lakhs agreed to the statement. However, 109

respondents in the income group of up to Rs.1 Lakh, 10 respondents of Rs. 1-3

Lakhs income group, 4 from Rs. 3-6 Lakhs income group, 8 of Rs. 6- 10 Lakhs

and 23 of 10 Lakhs & above income group respectively are strongly agreed.

Thus, from the present study it can be concluded that majority of respondents

are agreed irrespective of their income on the statement that overall they like

advertising.

It can be said that majority of the respondents classified on the basis of age,

gender, region, education and income have agreed with the statement that

overall they like advertising.

� From the study it can be found that, of the total, 4.7 per cent of the

respondents under the category of Below 20 years have strongly disagreed

followed by 5.3 per cent of respondents in the age group of 20-30 years. About

9.7 per cent of respondents in the age group of Below 20 years, 6.4 per cent in

the age group of 20-30 years have disagreed. Whereas, the respondents of these

age groups by 8.8 per cent and 8.6 per cent have neither agree or disagree with

the statement “overall I consider advertising as a good thing”.

Meanwhile, majority of respondents equaling to 11 per cent belonging to the

age groups of below 20 years and 20-30 years, 3.2 per cent each of the age

groups of 30-40 years and 40-50 years group have agreed with the statement.

About 7.8 per cent of the respondents in the age group of 20-30 years have

strongly agreed to the statement. The percentage of remaining age groups

varied from 2.9 per cent to 3.8 per cent respectively according to the study.

Thus, it is clearly observed from the study that majority of respondents in the

age group of 20-30 years have agreed and strongly agreed to the statement that

consider advertising as a good thing.

� It is observed from the analysis of the primary data that of the total, 8.7 per

cent of male and 4 per cent of female strongly disagree with the statement. It

can be seen that 14.1 per cent of male and 7.2 per cent of female neither agree

nor disagree. Meanwhile, 18.4 per cent of male and 10.3 per cent of female

agree with the statement. About 11.2 per cent of male and 7.2 per cent of

female respondents strongly agree and it is disagreed by 12.7 per cent and 6.1

per cent by both respectively. Obviously, majority of male and female

respondents have agreed with the statement regarding advertising as a good

thing.

� It is observed from the study that of the total 48 respondents from Rural, 48

from Semi-urban and 18 respondents from Urban are strongly disagreed to the

statement. It can be seen that 67 respondents from Rural, 61 from Semi-urban

and 41 respondents from Urban are disagreed to the statement. Meanwhile, 47

respondents from Rural, 49 from Semi-urban and 96 respondents from Urban

are neither agree nor disagree to the statement. About 85 respondents from

Rural, 73 from Semi-urban and 101 respondents from Urban are agreed and it

is strongly agreed by 53 respondents from Rural, 69 from Semi-urban and 44

respondents from Urban are respectively. Obviously, majority of rural, semi-

urban and urban respondents are agreed that they consider advertising as a

good thing.

� It is found that of the total 50 respondents who studied up to SSLC, 64 who

qualified PDC/Plus Two are strongly disagreed to the statement. It can be seen

that 7 of PDC/Plus Two holders, 81 Graduates, 23 Professionals and 58 Post

Graduate respondents are disagreed to the statement. Meanwhile, 49

respondents studied up to SSLC, 86 of PDC/Plus Two holders and 13 Post

Graduate respondents are neither agree nor disagree to the statement. About 76

respondents studied up to SSLC, 37 of PDC/Plus Two holders, 46 Graduates,

40 Professionals and 60 Post Graduate respondents are agreed and it is strongly

agreed 86 respondents studied up to SSLC, 52 of PDC/Plus Two holders, 14

Graduates, 8 Professionals and 6 Post Graduate respondents are respectively. It

is observed from the table that majority of respondents irrespective of their

educational qualifications they are agreed that advertising as a good thing.

� From the study it can be seen that, of the total 34 respondents in the income

group Up to Rs. 1 Lakh and strongly 80 respondents in the income group of 1-

3 Lakhs are disagreed to the statement.

About 166 of the respondents in the income group of 1-3 Lakhs and 3 from the

income group of 3-6 Lakhs disagreed to the statement. About 100 respondents

in the income group of Up to Rs.1 Lakh neither agreed or disagreed to the

statement and followed by the income groups are 1-3 Lakhs (75) and 3-6 Lakhs

(17).

About 60 respondents in the income group of up to Rs.1 Lakh , 126

respondents of Rs. 1-3 Lakhs income group, 40 from Rs. 3-6 Lakhs income

group and 33 of Rs. 6- 10 Lakhs agreed to the statement. However, 121

respondents in the income group of up to Rs.1 Lakh, 10 respondents of Rs.

1-3 Lakhs income group, 4 from Rs. 3-6 Lakhs income group, 8 of Rs. 6- 10

Lakhs and 23 of 10 Lakhs & above income group respectively are strongly

agreed.

Thus, from the study it can be concluded that majority of respondents are

agreed irrespective of their income on the statement that consider advertising

as a good thing.

It can be said that majority of the respondents classified on the basis of age,

gender, region, education and income have agreed with the statement that

overall they consider advertising ass a good thing.

� The study found that correlation between attitude-institution and attitude-

instrument is high and significant at 0.01 level of significance. It may lead to

acceptance of hypothesis that attitude institution and attitude instrument are

correlated. The distinction of institution and instrument of advertising is not

necessary.

Section D – Effect of advertisements on awareness of consumer durables and

purchase of consumer durables

� By analyzing the view points of respondents, 100 per cent of them were found

to be aware about consumer durables.

� It is found that 100 per cent of the respondents are aware about different brands

of consumer durables.

� The Respondents' Source of awareness about different brands of consumer

durables, as many as 69.7 per cent of the respondents came to know through

advertisements, 5.1 per cent of the respondents through visit to shop, 6.7 per

cent of the respondents came to know through window display, 5.4 per cent of

the respondents through friends and relatives, 6.9 per cent through previous

experience, whereas for the remaining 6.2 per cent Sales personnels/ Dealers

were the source of such information.

� It was found that 100 percent of the respondents surveyed observe the

commercial advertisements of television sets.


commercial advertisements of refrigerators.


commercial advertisements of Washing machine.


commercial advertisements of mixer grinders.


commercial advertisements of induction cookers.

� It is evident from the study that 92.7 per cent of the respondents possessed

Television and the remaining 7.3 per cent not. Majority of the sample

respondents possessed television.

� It is evident from the study that 84 per cent of the respondents possessed

refrigerators and the remaining 16 per cent not. Majority of the sample

respondents possessed Refrigerators.

� Respondents Category in relation to the ownership of Washing machine ,It is

evident from the primary data that 66.6 per cent of the respondents possessed

washing machines and the remaining 33.4 per cent not.

� Respondents Category in relation to the ownership of Mixer grinder, It was

found that 99.1 per cent of the respondents possessed Mixer grinders and the

remaining .1 per cent not. Majority of the sample respondents possessed Mixer

grinders.

� Respondents Category in relation to the ownership of Induction Cooker. It is

find from the study that 45.8 per cent of the respondents possessed Induction

Cooker and the remaining 54.2 per cent not. Majority of the sample

respondents possessed Induction Cooker.

� The factors consider while purchasing Television, Majority of the respondents,

i.e., 59.2 per cent consider brand name while purchasing consumer durables.

22.6 per cent consider quality, 12 per cent consider price, 2.3 per cent

model/design, .8 per cent consider after sale service and 1.6 per cent of the

respondents consider safety factor while purchasing consumer durables.

� In the factor analysis it can be inferred that the factor 1 comprises the variables

such as brand name, quality and advertisement. The factor 2 comprises the

variables Guarantee/ warranty and advertisement. The factor 3 includes brand

name, price and technology. Factor 4 includes availability and the Factor five

comprises the variable quality. From the present Factor analysis we can

conclude that brand name, quality, price, advertisements and availability are

the major factors affecting the purchasing behaviour of consumers in Kerala

with respect to Consumer Durables. The present study effect of advertising on

consumer behaviour and brand preference with special reference to consumer

durables in Kerala finds that advertising is one of the major influential factors

in the purchasing of consumer durables.

� The analysis found that 55.6 per cent of the respondents are strongly agreed to

the statement and 44.4 per cent of them are agreed to the statement. From this

it is clear that all of the respondents said that advertisements make them aware

about different brands of consumer durables.

� The frequency and percentage distribution shows that 50.6 per cent of the

respondents are strongly agreed to the statement and 49.4 per cent of them are

agreed to the statement. From this it is clear that all of the respondents said that

advertisements provide important information regarding the product and the

brand.

� By analysing the view points of respondents, 45.6 per cent of them were found

to be in strongly agreed with the statement. 39.3 per cent of them agreed with

the statement, 6.2 per cent neither agree nor disagree, 7.9 per cent disagreed

and only 1 per cent of them had strongly disagreed with the statement. This

table also reveals that a majority of respondents had a positive attitude and

minority of them had unfavorable attitude towards the statement that

advertisements tells which brand of product is the best to buy.


to be in strongly agreed with the statement. 37.9 per cent of them agreed with

the statement, 1.1 per cent neither agree nor disagree, 1.1 per cent disagreed

and only .6 per cent of them had strongly disagreed with the statement. This

table also reveals that a majority of respondents had a positive attitude and

minority of them had unfavorable attitude towards the statement that pay more

attention to advertisements when plan to buy a durable product.

Section E – Respondents opinion towards consumer durables advertising in

different media

� By analysing the view points of 900 respondents, 82.9 per cent of them were

found to be interested in watching consumer durables in television and only

17.1 per cent of them were not at all interested in watching consumer durables

advertising in television.

� It was found that 24 per cent of the respondents believe that advertising in

TV is very influential and almost half of the respondents (48.1 per cent)

consider it as an influential factor. That means majority of the respondents

believe that advertising in TV can influence their purchase intention for

consumer durables. On the contrary, 25 per cent of the respondents believe that

it is somewhat influential means ads in TV may have a little influence on their

purchase intention. Whereas only a few number of respondents 2.9 per cent

contend it to be not at all influential.

� The statistical analysis of the data (Mean: 2.06) and (Mode: 2.00) also validate

the statement that employing television advertisement can influence the

purchase decision of the consumers.


found to be interested in listening consumer durables advertisements in radio

and only 68.3 per cent of them were not at all interested in listening consumer

durables advertising in radio.

� It was found that 5.3 per cent of the respondents believe that advertising in

Radio is influential and majority (94.7 per cent) of the respondents believe that

advertising in Radio cannot influence their purchase intention for consumer

durables.


found to be interested in reading consumer durables in the newspapers and

only 26.5 per cent of them were not at all interested in reading consumer

durables advertising.

� It was found that 18 per cent of the respondents believe that advertising in

Newspaper is very influential and almost 40.1 of the respondents consider it as

an influential factor. That means majority of the respondents believe that

advertising in Newspaper can influence their purchase intention for consumer

durables. On the contrary, 33 per cent of the respondents believe that it is

somewhat influential means ads in Newspaper may have a little influence on

their purchase intention. Whereas only a few number of respondents 8.9 per

cent contend it to be not at all influential


found to be interested in reading consumer durables in the newspapers and

only 28.6 per cent of them were not at all interested in reading consumer

durables advertising.

� It was found that 64.9 per cent of the respondents believe that advertising in

Magazines is influential and only 25.1 per cent of the respondents believe that

advertising in Magazines cannot influence their purchase intention for

consumer durables.

� The analysis part shows that 86.2 per cent of the respondents were noticing the

advertisements of consumer durables on hoardings and 13.8 per cent of them

were not interested to in noticing them.

� The result from the surveyed data shows that people consider advertising on

Billboards / Hoardings as not an influential factor in prompting purchase

intention. It was found that 18.3 per cent of the respondents believe that

advertising on Billboards / Hoardings is influential and only 81.7 per cent of

the respondents believe that advertising on Billboards / Hoardings cannot

influence their purchase intention for consumer durables.

� Out of 900 respondents, 18.2 per cent of them were found to be interested in

watching consumer durables in the Internet and majorities of 81.8 per cent of

them were not at all interested in watching consumer durables advertising.

� The result from the surveyed data shows that people consider advertising in

Internet as not an influential factor in prompting purchase intention. It was

found that 10.6 per cent of the respondents believe that advertising in Internet

is influential and only 89.4 per cent of the respondents believe that advertising

in Internet cannot influence their purchase intention for consumer durables.

� By analysing the opinion of the respondents , 51per cent of them opined that

television is the most effective medium for the advertising of consumer

durables.28.7 per cent said that newspaper, 10.9 per cent magazines and 9.4 per

cent of them said bill boards are the effective media for advertising of

consumer durables.

Section F - Effect of advertising on brand preference of consumer durables

� By analysing the opinion of the respondents, it has been found that 100 per

cent of the respondents have brand preference while purchasing consumer

durables.

� Of the 900 respondents surveyed, it was found that 98.2 per cent of the sample

respondents considered quality as an important factor which leads to preferring

a particular brand.


respondents considered price of the product as an important factor which leads

to preferring a particular brand.


respondents considered brand name as an important factor which leads to

preferring a particular brand.


respondents considered advertisement of the product as an important factor

which leads to preferring a particular brand.


respondents considered ready availability of the product as an important factor



respondents considered latest technology as an important factor which leads to

preferring a particular brand.


respondents considered after sale service of the product as an important factor


� 99.1 % respondents consider brand name as the most important parameter for

brand preference of consumer durables, 98.2 % respondents believe that

quality is an important parameter for their preference of brands. 96.9%

respondents consider after sales service as the most important reason for the

preference of consumer durable brand, 89.3% respondents consider price as the

most important reason for the preference of consumer durable brand, followed

by advertising (87.8%) and latest technology (85.6%).

� The lowest mean rank of 2.06 was given to Brand name , which shows that it

was considered to be the most important factor influencing the brand

preference of consumer durables, the second mean rank was given to quality

with 3.10 as mean rank, third importance was given to after sale service with

mean rank of 3.78, fourth importance was given to price of the product with

the mean rank of 4.18, fifth importance was given to advertising with mean

rank of 4.78 and last importance was given to availability of the brand with the

highest mean rank of 5.48.

� The number of respondents who prefer different brands of television sets, It is

found that 11.9 per cent of the respondents prefer Sony,28.4 percent Samsung,

majority of 43.8 per cent prefer LG, 11.6 per cent Videocon and only 4.3 per

cent prefer Panasonic as their preferred television set.

� The number of respondents who prefer different brands of refrigerators, It is

clear that 14.7 per cent of the respondents prefer Whirlpool, 23.3 per cent LG,

majority of 46 per cent prefer Samsung, 6.7 per cent Godrej and 9.3 per cent

prefer Videocon as their preferred Refrigerator brands.

� The number of respondents who prefer different brands of washing machines,

It is clear that 32.8 per cent of the respondents prefer Whirlpool, 7.6 per cent

Videocon, 28.4 per cent prefer LG, 24.6 per cent Samsung and only 6.7 per

cent prefer IFB as their preferred washing machine brands.

� The number of respondents who prefer different brands of Mixer grinder, It is

clear that 10.7 per cent of the respondents prefer Sujatha, 15.6 percent

Butterfly, majority of 42.7 per cent prefer Preethy, 6.7 per cent Philips ,9.3 per

cent Mr. Butler’s and 15.1 per cent prefer Mahahraja as their preferred Mixer

grinder brand.

� The number of respondents who prefer different brands of Induction Cooker, It

is clear that 31.7 per cent of the respondents Prestige, 21.3 percent Preethy,

16.7 per cent prefer Pigeon, 16per cent Crompton and 14.3 per cent prefer

Nexus as their preferred brand of Induction Cooker.

� The frequency and percentage analysis of the data shows that 88.7 per cent of

the respondents opined that advertisements change their brand preference and

only 11.6 per cent are of the opinion that advertisements do not change their

brand preference of consumer durables.


to be in strongly agreed with the statement and the remaining 19.9 per cent of

them agreed with the statement that reputed brands of consumer durables have

good quality. This study also reveals that all of the respondents agreed that

reputed brands of consumer durables have good quality. So we can conclude

that there is positive relation between brand name of the product and the

quality with respect to consumer durables.



them agreed with the statement that the products of reputed brands of

consumer durables are costly. This study also reveals that all of the respondents

agreed that the products of reputed brands of consumer durables are costly. So

we can conclude that there is positive relation between brand name of the

product and the price with respect to consumer durables.


to be in strongly agreed with the statement, 9.1 per cent of them were agreed

with the statement, 3.3 per cent of them were found to be in neither agree nor

disagree, 3.3 per cent of them disagreed with the statement and the remaining

.3 per cent of them strongly disagreed with the statement that the products of

reputed brands of consumer durables gives them prestige. This study also

reveals that majority of the respondents agreed that possession of the products

of reputed brands of consumer durables gives them prestige.




disagree and the remaining .8 per cent of them strongly disagreed with the

statement that use of the products of reputed brands of consumer durables are

risk free. This table also reveals that majority of the respondents agreed that

use of the products of reputed brands of consumer durables are risk free.




disagree, .4 per cent of them disagreed with the statement and the remaining .6

per cent of them strongly disagreed with the statement that the durable

products of reputed brands have all the essential product features. This study

also reveals that majority of the respondents agreed that the durable products of

reputed brands have all the essential product features.



with the statement, and the remaining 87.2 per cent of them disagreed with the

statement that the durable products of reputed brands do not need advertising.

This study also reveals that majority of the respondents said that the durable

products of reputed brands need advertising.



them agreed with the statement that advertisements are one of the reasons for

creating brand preference in their mind. This study also reveals that all of the

respondents agreed that advertisements are one of the reasons for creating

brand preference in their mind.

Hypothesis Findings

Ho: There is no significant difference in average attitude toward advertising for

different groups within demographic categories.

The study reveals that mean scores of different demographic categories of age,

region, education, occupation and income are significantly different at 95% level of

confidence (p<0.05). Mean scores of different categories within gender are

significantly different at 90% level of confidence (p<0.10). The relationships of these

six demographic variables are significant. Thus we can accept the alternative

hypothesis that there is significant difference in average attitude toward advertising

for different groups within demographic categories.

Ho: There is no significant difference between sources of knowledge of different

brands of consumer durables across age groups of the respondents.

In the output table of ANOVA test, the asymmetric significance is found to be

.040, which is smaller than the cut off value of .05. This indicates that at a confidence

level of 95%, the ANOVA test proves that the hypothesis is significant. So our null

hypothesis is rejected. Therefore we conclude that, there is a significant difference

among the mean ratings given by the five age groups of the respondents related to the

source of knowledge about different brands of consumer durables

Ho: There is no significant difference between male and female respondents

regarding sources of knowledge of different brands of consumer durables.

From the output of Mann-Whitney Rank Sum (U) Test, asymmetric

significance of U – test is found to be .001, which is less than the cut off value of .05.

This indicates that at a confidence level of 95 %, the U – test proves that the sources

of knowledge about different brands of consumer durable of male and female

respondents are significant. So the null hypothesis is rejected. Hence there is

significant difference exists between the mean ranking given to male and female

consumers related to their source of knowledge about different brands of consumer

durables.


brands of consumer durables across different regions of the respondents.

From the ANOVA test, the asymmetric significance is found to be .000, which

is smaller than the cut off value of .05. This indicates that at a confidence level of

95%, the ANOVA test proves that the hypothesis is significant. So our null hypothesis

is rejected. Therefore, there is significant difference among the mean ratings given by

the regions (Rural, Semi-urban and Urban) of the respondents related to the source of

knowledge about different brands of consumer durables.


brands of consumer durables across educational levels of the respondent.

The output shows that the significance of the Kruskal – Wallis test is .000,

from t he last row titled “asymmetric significance”. This is the ‘p’ value, and is less

than the level of .05, we had set. Therefore we have to reject the null hypothesis at a

significance level of 5%. Thus we conclude that the difference between the source of

knowledge about different brands of consumer durables with respect to their

educational qualifications.

Ho: There is no significant difference between employed and unemployed

respondents regarding sources of knowledge of different brands of consumer

durables.

From the output of Mann-Whitney Rank Sum (U) Test, asymmetric

significance of U – test is found to be .077, which is greater than the cut off value of

.05. This indicates that at a confidence level of 95 %, the U – test proves that the

sources of knowledge about different brands of consumer durable of employed and

unemployed respondents are not significant. So the null hypothesis is accepted. Hence

there is no significant difference exists between the mean ranking given to employed

and unemployed consumers related to their source of knowledge about different

brands of consumer durables.


brands of consumer durables across income groups of the respondents.

The output shows that the significance of the Kruskal – Wallis test is .000,

from the last row titled “asymmetric significance”. This is the ‘p’ value, and is less

than the level of .05, we had set. Therefore we have to reject the null hypothesis at a

significance level of 5%. Thus we conclude that the difference between the source of

knowledge about different brands of consumer durables with respect to their income

levels.

Ho: The Region of people does not affect the possession of consumer durables.

In the output of ANOVA test for television, the asymmetric significance is

found to be .148, which is greater than the cut off value of .05. This indicates that at a

confidence level of 95%, the ANOVA test proves that the hypothesis is not

significant. So our null hypothesis is accepted. The Region of people does not affect

the possession of Television sets.

In the output of ANOVA test for refrigerator, the asymmetric significance is

found to be .000, which is lesser than the cut off value of .05. This indicates that at a

confidence level of 95%, the ANOVA test proves that the hypothesis is significant. So

our null hypothesis is rejected. The Region of people affects the possession of

Refrigerators.

In the output of ANOVA test for washing machine, the asymmetric

significance is found to be .000, which is lesser than the cut off value of .05. This

indicates that at a confidence level of 95%, the ANOVA test proves that the

hypothesis is significant. So our null hypothesis is rejected. The Region of people

affects the possession of Washing machines.

In the output of ANOVA test for mixer grinder, the asymmetric significance is



significant. So our null hypothesis is accepted. The Region of people does not affect

the possession of Mixer grinders.

In the output of ANOVA test for induction cooker, the asymmetric



hypothesis is significant. So our null hypothesis is rejected. The Region of people

affects the possession of Induction Cookers.

Ho: The level of Education of people does not affect the possession of consumer

durables.




significant. So our null hypothesis is accepted. The level of Education of people does

not affect the possession of Television sets.




our null hypothesis is rejected. The level of Education of people affects the possession

of Refrigerators.




hypothesis is significant. So our null hypothesis is rejected. The level of Education of

people affects the possession of Washing machines.




significant. So our null hypothesis is accepted. The level of Education of people does

not affect the possession of Mixer grinders.




hypothesis is significant. So our null hypothesis is rejected. The levels of Education of

people affect the possession of Induction Cookers.

Ho: Possession of consumer durables remains the same irrespective of

Employment status.




significant. So our null hypothesis is accepted. The Employment status of people does

not affect the possession of Television sets.




our null hypothesis is rejected. The Employment status of people affects the

possession of Refrigerators.




hypothesis is significant. So our null hypothesis is rejected. The Employment status of





significant. So our null hypothesis is accepted. The Employment status of people does

not affect the possession of Mixer grinders.




hypothesis is significant. So our null hypothesis is rejected. The Employment status of

people affects the possession of Induction Cookers.

Ho: The Income of people does not affect the possession of consumer durables.

In the output of ANOVA test for television the asymmetric significance is



significant. So our null hypothesis is accepted. The Income level of people does not

affect the possession of Television sets.




our null hypothesis is rejected. The Income level of people affects the possession of

Refrigerators.




hypothesis is significant. So our null hypothesis is rejected. The Income level of





significant. So our null hypothesis is accepted. The Income level of people does not

affect the possession of Mixer grinders.




hypothesis is significant. So our null hypothesis is rejected. The Income level of

people affects the possession of Induction Cookers.

Ho: There is no significant relationship between the age of the respondents and

the most effective media for the advertising of consumer durables.

From the Chi-Square Test it is found that the p value is .000 lower than the

commonly accepted level of .05. So we can reject the null hypothesis. Thus there is

significant relation between age and the most effective media for the advertising of

consumer durables.

Ho: There is no significant relationship between the gender of the respondents

and the most effective media for the advertising of consumer durables.


commonly accepted level of .05. So we can reject the null hypothesis. In other words,

there is significant relation between gender and the most effective media for the

advertising of consumer durables.

Ho: There is no significant relationship between the region of the respondents




there is significant relation between area and the most effective media for the


Ho: There is no significant relationship between the education of the

respondents and the most effective media for the advertising of consumer

durables.



there is significant relation between education and the most effective media for the


Ho: There is no significant relationship between the employment status of the

respondents and the most effective media for the advertising of consumer

durables.



there is significant relation between education and the most effective media for the


Ho: There is no significant relationship between the income of the respondents




there is significant relation between income and the most effective media for the


Ho: The rankings of the respondents regarding the features which are

considered to be the influencing factor in brand preference of consumer

durables does not differ.


commonly accepted level of .05. It is clear that ranking of the respondents regarding

the factors which are considered to be an influencing factor in the brand preference of

consumer durables differs at 5 % level of significance. Hence, the hypothesis is

rejected and the alternative hypothesis accepted i.e. “The rankings of the respondents

regarding the features which are considered to be the influencing factor in brand

preference of consumer durables differ”.

H0: There is no association between age of the respondents and the television

brands preferred by them.


commonly accepted level of .05. So we can reject the null hypothesis at a confidence

level of 95 %. In other words, there is significant relation between age and brand

preference of television.

Ho: There is no association between gender of the respondents and the

television brands preferred by them.

From the output of Chi-Square Test, Asymmetric Significance of value is

found to be .000, which is less than the cut off value of .05. So our null hypothesis is

rejected at a confidence level of 95%. Thus we conclude that there is significant

relationship existing among the gender and the preferred brands of television sets.

Ho: There is no association between region of the respondents and the television




rejected at a confidence level of 95%. Thus we conclude that in this case there is a

significant relationship existing among the region and the preferred brands of

television sets.

Ho: There is no association between education of the respondents and the

television brands preferred by them.



rejected at a confidence level of 95%.Thus we conclude that in this case there is a

significant relationship existing among the education and the preferred brands of

television sets.

H0: There is no association between employment status of the respondents and

the television brands preferred by them.




significant relationship existing among the employment status and the preferred

brands of television sets.

Ho: There is no association between income of the respondents and the television





significant relationship existing among the income and the preferred brands of

television sets.

Ho: There is no association between age of the respondents and the refrigerator





significant relationship existing among the age and the preferred brands of

refrigerator.

Ho: There is no association between gender of the respondents and the

refrigerator brands preferred by them.

From the output of Chi-Square test, the significance of this test is found to be

.001 (Pearson). This indicates that at a confidence level of 95 %, the Chi- Square test

proves that the hypothesis is significant. Hence, there is a crucial relationship between

the gender and brand preference of refrigerator.

Ho: There is no association between Region of the respondents and the





significant relationship existing among the region and the preferred brands of

refrigerator.






significant relationship existing among the education and the preferred brands of

refrigerator.

Ho: There is no association between Employment status of the respondents and

the refrigerator brands preferred by them.




significant relationship existing among the employment status and the preferred

brands of refrigerator.

Ho: There is no association between Income of the respondents and the





significant relationship existing among the income and the preferred brands of

refrigerator.

Ho: There is no association between Age of the respondents and the washing

machine brands preferred by them.

From the Chi-Square Test, Asymmetric Significance of value is found to be

.000, which is less than the cut off value of .05. So our null hypothesis is rejected at a

confidence level of 95%. Thus we conclude that in this case there is a significant

relationship existing among the age and the preferred brands of washing machine.

Ho: There is no association between gender of the respondents and the washing





relationship existing among the gender and the preferred brands of washing machine.

Ho: There is no association between region of the respondents and the washing





relationship existing among the region and the preferred brands of washing machine.


washing machine brands preferred by them.




relationship existing among the education and the preferred brands of washing

machine.

Ho: There is no association between employment status of the respondents and

the washing machine brands preferred by them.




relationship existing among the employment status and the preferred brands of

washing machine.

Ho: There is no association between income of the respondents and the washing





relationship existing among the income of the respondent and the preferred brands of

washing machine.

Ho: There is no association between Age of the respondents and the mixer

grinder brands preferred by them.




relationship existing among the age and the preferred brands of Mixer grinder.

Ho: There is no association between gender of the respondents and the Mixer





relationship existing among the gender and the preferred brands of Mixer grinder.

Ho: There is no association between region of the respondents and the Mixer





relationship existing among the region and the preferred brands of Mixer grinder.

Ho: There is no association between education of the respondents and the Mixer





relationship existing among the education and the preferred brands of Mixer grinder.


the Mixer grinder brands preferred by them.




relationship existing among the employment status and the preferred brands of Mixer

grinder.

Ho: There is no association between income of the respondents and the Mixer






Mixer grinder.

Ho: There is no association between Age of the respondents and the Induction

Cooker brands preferred by them.




relationship existing among the age and the preferred brands of Induction Cooker.

Ho: There is no association between gender of the respondents and the Induction





relationship existing among the gender and the preferred brands of Induction Cooker.

Ho: There is no association between region of the respondents and the Induction





relationship existing among the region and the preferred brands of Induction Cooker.


Induction Cooker brands preferred by them.




relationship existing among the education and the preferred brands of Induction

Cooker.


the Induction Cooker brands preferred by them.




relationship existing among the employment status and the preferred brands of

Induction Cooker.

Ho: There is no association between income of the respondents and the Induction






Induction Cooker.

The impacts of advertising on brand preference of consumer durables are

independent of demographic variables.

H1- The impact of advertising on brand preference of consumer durables are

independent of age.

The F-value is 11.029 and the corresponding p-value is <0.000. Therefore we

can reject the hypothesis and conclude that the impacts of advertising on brand

preferences of consumer durables are dependent on age. The resulted will be reported

as: There is a significant difference in the impact of advertising on brand preferences

of consumer durables across age groups, F (1,898) = 11.029, p<0.000.


independent of gender.

The F-value is 0.246 which is insignificant as p=0.620. Therefore we accept

the hypothesis and conclude that the impacts of advertising on brand preferences of

consumer durables are independent of gender. The resulted will be reported as: There

is no difference in the impact of advertising on brand preferences of consumer

durables across genders, F (1,898) = 0.352, p= 0.553.


independent of region.

The F-value is 4.727 which is insignificant as p=.030. Therefore we reject the

hypothesis and conclude that the impacts of advertising on brand preferences of

consumer durables are dependent on region. The resulted will be reported as: There is

difference in the impact of advertising on brand preferences of consumer durables

across regions, F (1,898) = 4.727, p= 0.030.


independent of education.



preferences of consumer durables are dependent on education. The resulted will be

reported as: There is a significant difference in the impact of advertising on brand

preferences of consumer durables across education level, F (1,898) = 4.867, p<0.028.


independent of employment status.



preferences of consumer durables are dependent on employment status. The resulted

will be reported as: There is a significant difference in the impact of advertising on

brand preferences of consumer durables across employment status, F (1,898) =

42.954, p<0.000.


independent of income groups.



preferences of consumer durables are dependent on income groups. The resulted will

be reported as: There is a significant difference in the impact of advertising on brand

preferences of consumer durables across income groups, F (1,898) = 5.081, p<0.024.

It is clear from the above findings that advertising and consumer behaviour are

strongly correlated. Advertisements have significant influence on the behaviour of

consumers and their brand preference. The test results of various hypotheses are

evident factors. Conclusions, suggestions and recommendations based on these

findings of the study are sought to be set forth in the following chapter.

Chapter 4 FINDINGS OF THE STUDY - Information and...

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