Year 2013 Term IV

Project for Consumer Behavior: Product Category Automatic Washing Machine

Submitted by:

Section A Group 5
Sudheer GV PGP/16/018 Arpita Agrawal PGP/16/249 Parichita Kapoor PGP/16/275 Shifali Sashidharan PGP/16/286 Shrinwanti Banerjee PGP/16/287 Segolene Terrier IE/06/006

Project for Consumer Behavior: Product Category Automatic Washing Machine

Table of Contents
Product Category: Automatic Washing Machine .......................................................................................... 3 Need........................................................................................................................................................ 3 Usage .......................................................................................................................................................... 3 Benefits ....................................................................................................................................................... 3 Motivation ................................................................................................................................................... 4 BRAND COMMUNICATIONS .................................................................................................................. 4 Brand: Whirlpool ......................................................................................................................................... 4 PRINT ADVERTISEMENT: NEWPAPER ............................................................................................. 4 Advertisement 1a (Refer Appendix) : PRODUCT: WHIRLPOOL 360 DEGREE BLOOMWASH ....... 4 Advertisement 1 (b) (Refer Appendix): PRODUCT: WHIRLPOOL 1-2-3 TECHNOLOGY WASHING MACHINE .......................................................................................................................................... 5 PRINT ADVERTISEMENT: MAGAZINE.............................................................................................. 5 Advertisement 1 (c) (Refer Appendix): PRODUCT: WHIRLPOOL SIXTH TECHNOLOGY WASHING MACHINE ....................................................................................................................... 5 Advertisement 1(d) (Refer Appendix): PRODUCT: WHIRLPOOL SIXTH TECHNOLOGY WASHING MACHINE ....................................................................................................................... 6 ADVERTISEMENT: TELEVISION COMMERCIAL ............................................................................. 6 Advertisement 1(e) : PRODUCT: WHIRLPOOL 1-2-3 SIXTH TECHNOLOGY WASHING MACHINE .......................................................................................................................................... 6 Advertisement 1(f): PRODUCT: WHIRLPOOL WASHING MACHINES ........................................... 6 BRAND: VIDEOCON ................................................................................................................................ 7 PRINT ADVERTISEMENT: NEWS PAPER .......................................................................................... 7 Advertisement 2 (a) (Refer Appendix) : PRODUCT- Videocon Washing Machine .............................. 7 Advertisement 2 (b) (Refer Appendix): PRODUCT- VIDEOCON WASHING MACHINE .................. 7 PRINT ADVERTISEMENT: MAGAZINE .............................................................................................. 7 Advertisement 2 (c) (Refer Appendix): PRODUCT - VIDEOCON WASHING MACHINE ................. 7 Advertisement 2 (d) (Refer Appendix): PRODUCT - VIDEOCON WASHING MACHINE ................. 8 ADVERTISEMENT: TELEVISION COMMERCIAL ............................................................................. 8 Advertisement 2 (e): PRODUCT- Videocon Washing Machine ............................................................ 8 Advertisement 2 (f): PRODUCT -VIDEOCON WASHING MACHINES ........................................... 8 CONSUMER LEVEL DATA .............................................................................................................................. 8 Whirlpool ................................................................................................................................................ 8 Identification of need ........................................................................................................................... 8 1|P ag e

Project for Consumer Behavior: Product Category Automatic Washing Machine

Information search ............................................................................................................................... 9 Evaluation of alternatives ..................................................................................................................... 9 Post purchase evaluation ...................................................................................................................... 9 VIDEOCON ............................................................................................................................................ 9 Identification of need ........................................................................................................................... 9 Information search ............................................................................................................................... 9 Evaluation of alternatives ................................................................................................................... 10 Post purchase evaluation .................................................................................................................... 10 MANAGERIAL IMPLICATIONS ............................................................................................................ 10 LINKAGE BETWEEN PRODUCT CATRGORY ASPECTS AND BRAND COMMUNICATIONS .... 10 BRAND-COMMUNICATION AND USER-PERCEPTION GAP ......................................................... 11 Importance of Internal and External factors in Purchase Decision .............................................................. 12 WHIRLPOOL ....................................................................................................................................... 12 VIDEOCON .......................................................................................................................................... 12 INSIGHTS............................................................................................................................................. 12 References................................................................................................................................................. 13 Appendix 1 ................................................................................................................................................ 13 Print Advertisements: Whirlpool ............................................................................................................ 13 Appendix 2 ................................................................................................................................................ 14

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Project for Consumer Behavior: Product Category Automatic Washing Machine

Product Category: Automatic Washing Machine

Need
Nowadays in India, lifestyles are changing. The most noticeable change is the new status of women, who no longer stay at home but work, and more and more achieve places with responsibility. Thus they dont have enough time to take care of the family members clothes. Moreover, as both people work in the couple, incomes are higher; therefore Indian families can afford an automatic washing machine. Today, automatic washing machines are no longer a luxury but a necessity.

Usage
Because of an automatic washing machine, women no longer go to a laundryman. The clothes of the entire family are washed together in the washing machine. According to a survey of the Indian washing machine market by TV Veopar Journal, a trade magazine of the Consumer Electronics and Home Appliances Industry in India, north Indians prefer semi-automatics, whereas their southern counterparts prefer fully automatic washing machines. The automatic washing machine is preferred in households with a permanent water connection. In top loading machines, one can add clothes in the middle of the wash cycle unlike the front loading machines. The consumers preferred in-built programs with customizable options for water-temperature. The consumers preferred easy-to move and compact washing machines

Benefits
Automatic washing machines produce a great number of benefits for Indian women who are working and have no longer time to take care of the house. No manual intervention is required. Many machines have preset wash programmes and provide options to automatically choose settings to suit quantity of clothes. They also have customizable wash settings. Thanks to various wash programs, clothes are not worn. Fragile materials can be washed in the washing machine at a low degree program. There is an incredible gain of time thanks to automatic washing machines, for resting or working. Thus, it provides a good level of comfort. Automatic washing machines have usually a high capacity, so all the family can put their clothes in at once. This helps Indians save water and energy to wash. They help in drying clothes. Automatic washing machines use hot water to wash, and thanks to that, dirty clothes are better washed. They have in-built temperature settings. Automatic washing machines provide a safe way of washing. In one tub, you can perform all functions without having to shift tubs like in semi- automatic washing machines. Some automatic washing machines have in-built abilities to treat hard-water. Some of them can handle voltage fluctuations also.

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Motivation
According to the McGuire motives, buying a washing machine is a utilitarian need (cognitive growth passive, external) these days. Motivations to buy a washing machine are diverse among Indian families, but the sources of motivation remain the same for everyone: the influence of relatives, and advertisements through television, window displays and showrooms. There is motive of tension reduction (affective preservation active, internal) for women to reduce levels of stress, teleological needs (cognitive growth passive, internal) to have a happy household. Motive of need for affiliation (affective growth active, internal) is also present when buying an automatic washing machine as people want to wear clean clothes and use an environment friendly product to seek acceptance and have a satisfying relationship with others. We can highlight various motives to buy an automatic washing machine: There is self-esteem among Indian people regarding the dress. Indians like to feel fresh in their clothes, and change dress every day. Indians are influenced by the brand image; the more the brand image is positive, the more they are disposed to buy this brand. Indian people want to buy the more advanced technologies, sign of quality and durability (automatic, lightweight, energy-efficient, no noise). As Indians are really price-sensitive, they will pay attention to reference prices, and wont buy an expensive washing machine with features they wont use.

BRAND COMMUNICATIONS Brand: Whirlpool

PRINT ADVERTISEMENT: NEWPAPER
Advertisement 1a (Refer Appendix) : PRODUCT: WHIRLPOOL 360 DEGREE BLOOMWASH http://www.coloribus.com/adsarchive/outdoor/washing-machine-eco-wash-16456005/resizes/1024/ This is a print advertisement describing the promotional activity taken up by Whirlpool. The initiative was putting Whirlpool washing machine boxes around trees, making it seem as if the trees are growing out of the boxes. This was to imply that the machines protect the environment. Route of Persuasion: Central The cognitive components of the advertisement are as follows: It implies the machine is environment friendly. The machine saves 66% of the regular washing water as used by other machines Its 360 degrees washing technology ensures thorough washing of clothes The affective components are: Trees are shown to grow out of the machine boxes. This is an abstract way of implying the idea that the machines are good for the environment. The positive reinforcements used in the advertisement are: It shows if the consumer uses this machine, he/she will help the environment.

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No negative reinforcements have been used. Advertisement 1 (b) (Refer Appendix): PRODUCT: WHIRLPOOL 1-2-3 TECHNOLOGY WASHING MACHINE http://saleraja.com/bangalore/whirlpool-washing-machines-exchange-offers This advertisement appeared in the newspaper at the time of Independence Day to promote an offer for the sale of the washing machine. Route of Persuasion: Central The cognitive components of the advertisement are as follows: The ease of use of the washing machine is stressed on. The functional benefits, like its effective removal of tough stains through a 6 stage process, are implied through the advertisement. Whirlpools new 6th sense technology, for effective cleaning of clothes, is promoted. The affective components are: The advertisement has been made colourful. Also variety of colours of the machine for sale has been shown. There is a promotional offer to pay by EMI given on Independence Day. The advertisement has celebrity endorsement- Kajol. She is being used to attract attention to the ad and give a feeling of assurance of the quality of the product. The mother and daughter relationship is shown. The positive reinforcements used in the advertisement are: Holiday related special offer No negative reinforcements have been used.

PRINT ADVERTISEMENT: MAGAZINE

Advertisement 1 (c) (Refer Appendix): PRODUCT: WHIRLPOOL SIXTH TECHNOLOGY
WASHING MACHINE http://www.visit4ads.com/advert/Whirlpool-Sixth-Sense-Washing-Machine-Whirlpool-WashingMachines/5093 The advertisement is based on a painting depicting, in an abstract manner, time getting washed away by water. This is used to imply how this washing machine saves the user time. Route of Persuasion: Central The cognitive components of the advertisement are as follows: It shows users an important functionality of the machine- that it saves time in washing. Whirlpools new 6th sense technology, for effective cleaning of clothes, is promoted. The affective components are: The use of an abstract concept, depicted through painting, is affective. It dramatizes the time-saving function of the machine, without even showing the machine. It shows a waterfall washing the numbers off a clock and an enchantress (indirectly hinting at the household woman- the user of the machine) standing below it. It gives a feeling of a woman becoming free and empowered with more time at disposal. 5|P ag e

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The positive reinforcements used in the advertisement are: Idea of time saving is a positive reinforcement. No negative reinforcements have been used. Advertisement 1(d) (Refer Appendix): PRODUCT: WHIRLPOOL SIXTH TECHNOLOGY WASHING MACHINE The advertisement emphasizes how the Whirlpool washing machine cares for the consumers clothes so they dont wear out easily and survive many washes. Route of Persuasion: Central The cognitive components of the advertisement are as follows: It shows users an important functionality of the machine- that it is gentle with the clothes. The affective components are: The vibrant colours and the way the dress and the writing around it have been depicted is attractive. The positive reinforcements used in the advertisement are: Improves the users confidence by saying that their clothes will remain attractive and they will turn heads. Negative reinforcements used are: Very subtly it has been put that if they dont use the washing machine, their clothes will become dull and they will lose their social attraction.

ADVERTISEMENT: TELEVISION COMMERCIAL

Advertisement 1(e) : PRODUCT: WHIRLPOOL 1-2-3 SIXTH TECHNOLOGY WASHING MACHINE http://www.youtube.com/watch?v=KauQ4bbSqqE&list=PL8E60A315EEE7FEC4 The commercial shows a young girl operating the machine by simply pressing 2 buttons. The setting of the advertisement is an upper-middle class family household. Route of Persuasion: Central The cognitive components of the advertisement are as follows: The simplicity in using it has been shown by showing a child using the machine. Superior washing with 6th sense technology has been depicted. The affective components are: A celebrity- Kajol has been used to attract attention to the ad. She is a likeable and popular star and has a strong and credible public persona. It shows a happy family bonding between mother and daughter. The positive reinforcements are: It shows that even a child can operate the machine. Hence it gives the consumer (especially if he/she is a 1st time user) the confidence to buy it. It shows how the machine can play a part in family bonding. No negative reinforcements have been used. Advertisement 1(f): PRODUCT: WHIRLPOOL WASHING MACHINES http://www.youtube.com/watch?v=nIMw47B8CN0&list=PL8E60A315EEE7FEC4

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The commercial is a part of a series of ads for Whirlpool home appliances. It depicts a child accidentally spilling paint over his drawing paper and his mother, instead of reprimanding him, turns the mess into an abstract painting and frames it on the wall. Route of Persuasion: Peripheral The cognitive components of the advertisement are as follows: Tension-free cleaning of even severe stains is indirectly implied. Affective Components are: Lots of attractive vibrant colours have been used to attract attention. The setting is inside a beautiful homely-looking house. The ad portrays a happy family. Positive Reinforcements are: It shows a positive side to even an accidental stain. No negative reinforcements have been used.

BRAND: VIDEOCON
PRINT ADVERTISEMENT: NEWS PAPER
Advertisement 2 (a) (Refer Appendix) : PRODUCT- Videocon Washing Machine The route of persuasion for this communication is predominantly central. It is communicating mainly the functional benefits of Videocon washing machines. Rather than one specific product, the advertisement uses this platform to communicate the benefits of a range of Videocon washing machines. Cognitive components in this communication are engineering advantages and uniqueness of Videocon washing machines like scooper pulsator, LED light, lesser energy consumption and tilt drum technology. Affective components include a happy mother and child and the subtle color of the back ground. Awards and innovations mentioned on the timeline are positive reinforcements about the sophistication of Videocon washing machine technology. They serve like third-party endorsements to add source credibitlity. Advertisement 2 (b) (Refer Appendix): PRODUCT- VIDEOCON WASHING MACHINE The route of persuasion for this print advertisement is Central. It is communicating the functional benefits like UV light function, Hot Air Dry and Tornado Air Dry. The affective components of the communication include variety of colors of washing machines and green back ground to show that Videocon washing machines are eco-friendly. The statement present above the picture The earth is on with Videocon acts as a positive reinforcement.

PRINT ADVERTISEMENT: MAGAZINE

Advertisement 2 (c) (Refer Appendix): PRODUCT - VIDEOCON WASHING MACHINE The route of persuasion for this advertisement is central. It is communicating the functional benefits of the product to the cognitive component of the brain through the use of technical words like tilt drum washing machine, direct drive motor, segment display and digital display. The affective component of the communication targets people with the attractive aqua color inside and under the washing machine. A happy 7|P ag e

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woman wearing vibrant colored clothes is shown showing happiness and satisfaction with the product. Awards and milestones listed in the timeline that shows the uniqueness of Videocon washing machine as innovation leader acts as positive reinforcements of this communication Advertisement 2 (d) (Refer Appendix): PRODUCT - VIDEOCON WASHING MACHINE Route of persuasion for this advertisement is only peripheral with no functional benefits being communicated. This print communication shows that smoke coming out of a chimney is as clean and white as a new white cloth. This is mainly targeted at the affective component of the consumers attitude. The caption present in the right bottom corner of the advertisement saying that It cleans any kind of dirt provides a positive reinforcement. This advertisement also makes use of beautiful photography in communicating the use of a washing machine.

ADVERTISEMENT: TELEVISION COMMERCIAL

Advertisement 2 (e): PRODUCT- Videocon Washing Machine http://www.youtube.com/watch?v=bDL6XFKjq-s Route of communication for this TV commercial is central. It targets the cognitive part of the consumers attitude by communicating the concept of germ free air wash technology. Dirty clothes becoming clean and fresh after they are put into a washing machine by a bunch of kids clearly convey the functional benefits of the product. The affective component is targeted by the use of beautiful kids and celebrity cricketers in the end. The communication that even children can operate the machine is a positive reinforcement as far as this commercial is concerned. Advertisement 2 (f): PRODUCT -VIDEOCON WASHING MACHINES http://www.youtube.com/watch?v=G7qYZtVa8Fg This advertisement uses both central and peripheral routes of persuasion. It targets the cognitive component of consumers attitude by conveying functional benefits like contra wash technology, multi fin pulsator , unique UV light and 10% water selection level. The communication also targets affective component of the consumers attitude by the use of animations on shirts showing that the cloth is coughing or sneezing. There is no positive reinforcement as such but the communication uses a fear appeal to keep clothes in good health. Thus there is negative reinforcement.

CONSUMER LEVEL DATA

Whirlpool
The household used 360 degree Bloomwash- 8kg capacity. The consumer in the household had been using this washing machine for more than a year. The interview was conducted with the homemaker. Identification of need The need of this particular consumer arose from the problems figured out with her old washing machine which was a semi-automatic washing machine. The consumer wanted was not comfortable with the act of filling water again and again in the semi-automatic washing machine. Moreover, the consumer wanted a digital display washing machine with built-in customized programs unlike the one with a regulator for adjusting the time. She also wanted a hot water program which this machine served. 8|P ag e

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Information search This consumer went to the dealer in Mavoor Road, compared several models of washing machine and gathered more information. The consumer was very particular about the top-door model and wanted top-door model instead of the front-door model. She specifically gathered information about different top-door models available with the dealer. She preferred top-door to front-door because one cannot open the door till the entire program is finished in front-door in the fear that water would come out. She visited 3 dealers in total for better models in top-door washing machines Evaluation of alternatives For a while, she considered the option of keeping maid for washing clothes, but unreliable timings of the servant did not suit her. Even though she visited the dealer with her 21year old daughter, the decision maker of the washing machine after evaluating 2 more options was primarily her daughter. The opinion of homemakers husb and was also taken into consideration but the main decision was taken by the daughter. They considered LG and IFB as to other alternatives, but owing to the high cost of IFB and dark colors of LG, she decided to go with grey-white sober shades in Whirlpool. Indeed, the consumer did pay attention to the aesthetic attributes of LG and Whirlpool. Purchase process After visiting 3 dealers, evaluating options, the consumer bought the washing price from Mavoor road. A salesperson/a similar associate despatched the whirlpool washing machine in the evening. They even conducted the trial of the same. A special platform just outside the washroom was the place where it was kept. Post purchase evaluation The consumer did not find any problems with this model of Whirlpool. No filter related, rinse or clothes cleaning issues occurred. The consumer was in general happy except the fact that the washing machine made noise sometimes due to power disruption.

VIDEOCON
The consumer interviewed was a school teacher. The model used in the household is Arion Plus fully automatic and is in use since last 3-4 months. Identification of need The need for buying a new washing machine arose from operation failure of the old washing machine of IFB. The approximately 10 year old washing machine was kept in the washroom. With continuous spilling of water on the washing machine, the washing machine started getting rusted, made a lot of noise and started shaking while in operation. Finally it had stopped. Moreover, one of her colleagues at school was in the process of purchasing Videocon frontloading 6.2 kg washing machine which made her decision easier. Information search The consumer waited for a month to let her colleague buy her model, tried and tested it, gained feedback. She conveyed that she also visited an electronics exhibition held in the city and got a few pamphlets of different brands.

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When asked about the preference between front-door and top-door, the consumer preferred front-door since the cleaning process takes place better in the former. Evaluation of alternatives The list of different brands got reduced to IFB and Videocon. The consumer was not very supportive of taking the risk again with IFB, plus it was expensive. She was mostly sure about purchasing a Videocon model. A visit to a good enough dealer on the Mavoor road was sufficient for her to finalize the Arion plus model. This consumer did not think about the option of keeping a maid for washing clothes as she believed that it was difficult to get one in Calicut due to higher wages for labor work. Purchase process Kids did not play a great role in purchasing process in this case. The teacher discussed and finalized the model with her husband and finally purchased it. Post purchase evaluation The consumer is not facing any problem since the purchase except the fact that she is still wondering whether she took the right decision as IFB is coming up with various new models.

MANAGERIAL IMPLICATIONS
LINKAGE BETWEEN PRODUCT CATRGORY ASPECTS AND BRAND COMMUNICATIONS
The product category of automatic washing machine has its major target as women and its major benefit is saving time hence need for convenience and more time for women. These women can be working women or young house-wives with children with the household being in young couples, Full Nest I or II stage, single parent I. Whirlpools ads mostly center around this theme of saving time for busy women with celebrity Kajol (who is a mother of two children) attracting attention to the brand. Since she is in the same life cycle stage as the target consumer, they can identify with her and the aspirational aspect to emulate her attracts them to the brand translating into greater popularity for the brand. She also adds credibility to the claims of having superior technology. By showing the celebrity we address the consumers need for modeling their behavior on a desirable type of individual. To convey the benefit of ease-of-use (utilitarian needs), the two brands have shown usage by children. One major motivation of evaluation in this high involvement product category is superior technology (utilitarian needs), energy efficiency. This utilitarian appeal is rightly used by both the brands for this functional product category. They highlight their technologys features and benefits. Videocon uses the list of awards to show its high quality which is a major evaluation criteria for the purchase of an automatic washing machine. The consumers buy into brands which have a positive brand image. This reflects is usage of mostly positive reinforcement by the two brands. However, to address motive of need for affiliation (affective active, external) and self-esteem related motivations Videocon does use negative reinforcement in its TV ad to 10 | P a g e

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highlight product benefit of clean and germ-free clothes. Brands should try and use positive reinforcement to reinforce a positive brand image. The affective component (addressing motive of tension reduction, teleological needs) of happy household in many Whirlpool ads gives a positive reinforcement; it is a case of classical conditioning that is buying Whirlpool results in satisfaction and happiness for the entire family especially the mother and the child. Classical Conditioning is most effective in low-involvement products and washing machine being a high involvement product care must be taken to highlight functional benefits of the brand more and the ad should not be limited to the affective motives alone. The aesthetics aspect of the product that is the color of the machine is highlighted only in a Whirlpool ad. This should be highlighted more in brand communication as it was a major evaluation criterion for the consumers as shown in the consumer level data. The need for different colors shows motive of need for expression (affective preservation active, external)

BRAND-COMMUNICATION AND USER-PERCEPTION GAP

The superior technology and ease-of use aspect of the both the products are aptly depicted by both the brands. Videocons TV advertisements do not show women. Thus Videocon should target its brand communication more towards women. Videocon has used celebrity cricketers in one of its TV ads and they are not suitable to satisfy the need for modeling for the target market of women. Videocon by showing different models in a single advertisement has not focused specifically on the automatic washing machine and seems to imply only one color for a particular type of model. Whirlpool on the other hand has shown different colors of the same model catering to the aesthetics aspect which is important for to cater for consumers need for expression. There are a number of features listed with each model in the Videocon ads without setting a price reference which gives an impression that the machine might be expensive. Also, the number of features gives an impression of complexity in usage and is Information Overload. Videocon has not highlighted the benefit of time-saving in any of its brand communication which is the basic need of the consumers. The evaluation criterion of durability as shown in customer level data has not been highlighted by the brands. One major motivation is reasonable price which has not been highlighted much by the two brands except in one ad by Whirlpool with promotional offers. The Whirlpool brand communication seems to imply lack of customization depending on clothes type possible by the user by showing fixed stages of wash. One major decision that users face is buying top load machine versus the front load machine. The brand communication by Whirlpool does not try to differentiate between the two making it difficult for consumer to make a decision. The two brands have not specifically highlighted the benefits of the automatic washing machine versus the semi-automatic washing machine which is very popular in North India. In magazine ad of Whirlpool the benefit of freshness and cleanliness of clothes is not ambiguous by using a maroon-colored dress with generally white being associated with cleanliness and freshness attributes. The users want to have a digital display of the mode chosen as shown by the customer level data. But this is not shown in the brand communication by the two brands.

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Importance of Internal and External factors in Purchase Decision

WHIRLPOOL The main factor that triggered the purchase of the washing machine in this case was the internal factors. She was facing trouble with regard to her previous washing machine, and was specific about the type of product she needed. There was a perceived benefit that prompted the customer to purchase a new washing machine ease with regard to washing clothes due to automatic nature of the washing machine. Hence, the motivation was internal. But while the purchase was being made, a number of external factors were taken into account. The most significant external factor was the help of the daughter, who influenced the decision of the consumer because she highly valued the opinion of her daughter. There were other external factors also the husbands opinion, the high cost of IFB washing machine and dark colours of LG. These socio-economic factors eventually played a major role as to why the customer chose Whirlpool and not the other brands. VIDEOCON Here in this case, both internal and external factors had triggered the purchase of the new washing machine. The internal trigger was because the customers previous machine broke down and would no longer function. The external trigger was the purchase of a new washing machine by a colleague of the customer. It culminated into the brand choice of the customer, as she got positive feedbacks from her colleague who used the machine for a month. Other external factors that influenced included the high cost of the new IFB models and her husbands opinion. Hence, we see that that major external factor that influenced purchase decisions in both cases was socio-economic factors, and the major internal factor was a perceived benefit.

INSIGHTS
Washing Machine is a high involvement purchase where people search for information from several sources, would like to see a demo of its working as is the case with the teacher who waited a month for her colleague to purchase it. Since consumers feel that it is fairly a big investment, they do a quick NPV calculation of different options available like maid or other brands of washing machines. These quantitative calculations supported by other qualitative aspects often form the shortlisting criterion for the decision making of the consumer in this category. Since it is a high involvement purchase, consumers are continuously in look out for the information about functional benefits of the products, decisions are at times left out to the children with the assumption that the younger generation has better information as well as better information processing abilities. This is why marketers are also mostly trying to communicate the functional benefits of the product rather than going for a peripheral route of persuasion. It might be the assumption that emotions cannot drive the decision making process in high involvement purchases that is leading to marketers communicating too much of technical specs to the consumer. Every brand in this segment is continuously trying to differentiate itself with some or the other new technology, technical abstraction being very low. Classical conditioning will not be of much use in such categories of products as it is the operational advantage of the product that is mainly considered by the consumer. One more reason for the less use of peripheral route of persuasion is that there are not many brands in this category as a whole. So, there is not much of clutter in the communications which, if present, demands the marketer to go for a peripheral route of persuasion to stand out among the cluttered crowd.

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References
Dr M. SELVAKUMAR, K. JEGTHEESAN; Brand Preference: a Study with Reference to Washing Machines; Asian Journal of Research in Marketing; Volume 1, Issue 5; 23 pages; October, 2012

Appendix 1
Print Advertisements: Whirlpool

Advertisement 1a

Advertisement 1 (b) Magazine Advertisements: Whirlpool

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Advertisement 1(c)

Advertisement 1 (d)

Appendix 2
Print Advertisements: Videocon

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Advertisement 2(a)

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Advertisement 2(b) Magazine Advertisements: Videocon

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Advertisement 2(c)

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Advertisement 2(d)

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