CHAPTER-V

RESULTS AND CONCLUSION

In this chapter, the findings, recommendations and conclusion of the study
based on a sample of 500 customers and 50 retailers is presented.
Findings
The findings of the study are summarized and presented below.
Personal profile of the respondents
Majority (57.6%) of the respondents are male.
Majority (52.8%) of the respondents belong to the age group of 45 years to
65 years.
Most (47.4%) of the respondents fall under the category Professional
Qualification.
Most 36.8% of the respondents belong to the category of Private Sector
Employee.
Majority (90.6%) of the respondents were married.
Majority (60.8%) of the respondents belong to Joint Family.
Most(45.4%) of the respondents have one earning member in their family.
Most (47.8%) of the respondents family is having 2 childrens.
Most (41.0%)of the respondents family monthly income is

30,000 and

above.
Objective 1: Awareness level of customers about select brands of home
appliances.
Result of descriptive analysis
Majority 65.4% of the respondents have high level of awareness towards
Godrej when compared to other brands of home appliances.

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 Majority of the respondents of the study have high level of awareness

towards Godrej on all the products selected for the study.
Majority(68.8%) of the respondents have very high level of awareness on
the models manufactured by Godrej
Majority of 93.4% are aware of the colours available in Godrej and
maximum of 43.2% of the respondents are not aware of the colours
available in Videocon.
Most (47.8%) of the respondents aware of the home appliances through
advertisements .
Most(32.6%)

of the respondents aware

of various brands of home

appliances products through the media television sets.

Results of Chi-Square Analysis
The educational level, type of family, number of earning members and
family monthly income of the respondents have significant influence on the
source of awareness about the colours available in the brands of home
appliances.
The gender and type of family of the respondents have significant influence
on the media of advertisement.
Results of average score analysis
The respondents irrespective of their personal classifications have high
level of awareness towards Godrej when compared to the other brands of
Home Appliances.
The respondents irrespective of their personal classifications have high
level of awareness about the

models available in the Godrej when

compared to the other brands of Home Appliances.

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Analysis of variance (ANOVA)

There is significant difference in the personal classification of the
respondents in respect of educational level, occupational status and family
monthly income on the level of awareness about the brands of home
appliance.
There is significant difference in the personal classification of the
respondents in respect of educational level, occupational status and family
monthly income on the level of awareness about the models available in the
brands of home appliance.
Objective 2: Factors that influence the customers in the selection of brand
Results of descriptive analysis
Majority( 49%) of the respondents purchase air conditioners of LG
brands, (45%)of the respondents purchase microwave oven of LG brands,
(48%) of the respondents purchase refrigerators of LG brands, (48.2%) of
the respondents purchase television sets of LG brands and (39.6%) of the
respondents purchase washing machine of LG brands.
Majority(71.0%) of the respondents have purchased the home appliances
through dealers/retailers.
Majority(67.6%)of the respondents purchase home appliance products by
making cash payment.
Among the various factors considered, the majority of the respondents
considered quality as

the important influencing factor in the purchase

decision relating to home appliances.

Majority (59.6%) of the respondents are using the home appliance products
for 5 years and above.
Majority(69.8%) of the respondents are influenced to buy such brands of
home appliance products.

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 Majority(53.0%) of the respondents are very highly influenced by the

spouse in purchase of the home appliance products.
Results of chi-square analysis
The gender, educational level, occupational status, marital status, type of
family, number of earning members, number of children and family
monthly income of the respondents have significant influence on the source
of purchase of home appliance..
The age group(years),educational level, occupational status, type of family,
number of earning members, number of children and family monthly
income of the respondents have significant influence on the mode of
payment.
Results of average rank analysis
The respondents opined that the quality is the factor influence their
purchase decision when compared to the other factor considered.
Results of average score analysis
The respondents irrespective of their personal classifications have very
high level extent of influence by the spouse to buy the such brands of home
appliances.
Analysis of variance(ANOVA)
There is significant difference in the personal classification of the
respondents in respect of type of family and family monthly income on the
brands of home appliance products purchased by the respondents.
There is significant difference in the personal classification of the
respondents in respect of marital status, number of earning members in the
family and family monthly income on the Influencer to buy and the extent
of influencing.
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Objective:3 Customers opinion and preference about brands of home

appliances
Results of descriptive analysis
Majority(66.6%) of the respondents are of the opinion that the brands of
home appliances products they are using is very good
maximum of 225(45%) of the respondents opined that there is a very high
power saving in Godrej brand of home appliances when compared to other
brands.
The maximum of 215( 43%) of the respondents are having very high
opinion regarding the models available in Godrej brand of home
appliances. When compared to other brands.
Majority (82.6%) of the respondents are not having any idea of switching
over to other brands of home appliances.
Among the various brands of home appliances, the majority of the
respondents given high preference to LG brand to be preferred in future.
Majority(86.8%) of the respondents are opined that

the brand they are

using is superior than other brands of home appliances.

Majority(72.8%) of the respondents opined that the brands they are using is
superior than other brands in quality.
Majority (93.8%) of the respondents expectations are fulfilled by the brand
which they use.
Majority(72.6%)of the respondents are opined that their expectations are
fulfilled to very high extent.
Among the various important features, majority of the respondents
considered good quality as an important feature of home appliances.
Majority (90.8%) of the respondents suggested their brands to others.
Most (45.7%) of the respondents are not willing to suggest their brands
because they given decision option to others.

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 Majority (84.2%) of the respondents says that they do not have any
problems in the usage of the home appliances.
Most(38.0%) of the respondents said that they have the problem of high
power consumption.
Majority(96.2%) of the respondents have complained to the concerned
authorities.
Most(36.7%) of the respondents felt that the response of authorities is good.
Agreeability
Most (48.2%) of the respondents strongly agree to the statements The
Price play an important role in purchasing Home Appliances.
Results of chi-square analysis
The educational level, occupational status, type of family and family
monthly income of the respondents have significant influence on the
superior to other brands.
The Family monthly income of the respondents have significant influence
on the reasons for superiority.
All the personal factors is not having any significant influence on the nature
of problems.
Results of average rank analysis
The respondents irrespective of their personal classifications given top
priority to Samsung brands of home appliances to be preferred in future.
The respondents irrespective of their personal classifications have given top
priority to good quality as the important features considered by the
respondents.

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Results of average score analysis

The respondents irrespective of their personal classifications have very
high opinion regarding the power saving by the Godrej brand of home
appliances.
The respondents irrespective of their personal classifications have very
high opinion regarding the models by the Godrej brand of home appliances.
Analysis of variance(ANOVA)
There is significant difference in the personal classification of the
respondents in respect of educational level, occupational status and family
monthly income on the opinion of the respondents regarding power saving.
There is significant difference in the personal classification of the
respondents in respect of occupational status number of earning members in
the family and family monthly income on the opinion of the respondents
regarding the availability of the models.
Objective:4 Customer satisfaction towards the use of home appliances
Results of descriptive analysis
Maximum of 236(47.2%)of the respondents are very highly satisfied with
the quality when compared to other factors.
Most (31.4%) are having very high satisfaction towards easy availability of
home appliances.
Results of average score analysis
The respondents irrespective of their personal classifications have very
high satisfaction towards the quality of home appliances they purchased.
The respondents irrespective of their personal classifications have strongly
agreed towards the quality of the home appliance is up to the expectation
of customers when compared to the other statements in purchasing various
brands of home appliance.
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Results of analysis of variance(ANOVA)

There is no significant difference in the personal classification of the
respondents on the level of satisfaction of the respondents.
There is significant difference in the personal classification of the
respondents in respect of gender

on the level of satisfaction of the

respondents regarding the various aspects and the services provided by the
suppliers.
Results of factor analysis
The factors relating to satisfaction on home appliances can be divided into
five components as below:
Group1: Preference related factors
Convenience
Power Saving
Brand Name
Others
The important being brand name(0.873)
Group 2:Offer related factors
Colour
Special Offers
Discounts
The important being colour (0.854)
Group 3 : Product related factors
Quality
Price
Home Delivery
The important being quality(0.866)
Group 4:More features
More Features (0.934)
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Group 5 :After sales service

After Sales Service(0.932)
The aspects and services considered divided into 1 component as
below:
Group1: Product and service related factors
Easy Availability
More Models
More Colours
Door Delivery
Friendliness
Quick After Sales Service
Neat Demo
The important being friendliness (0.876)
The statements relating to satisfaction on home appliances can be
divided into three components as below:
Group1: Product related factors
The price play an important role in purchasing home
appliance
The quality play significant role in purchase of home
appliance
There is no problem in the availability of home appliance
in the market
Varieties of models of home appliance are available
Home appliances are available in different colours
The functioning of home appliances are up to the
expectations of customers
The handling

and maintenance of home appliances is

always good
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The important being the quality play significant role in purchase of

home appliances(0.865)
Group 2:Retailers related factors
The electricity consumption for the use of home
appliances is reasonable
Retailers attend the complaints properly
Retailers give proper information and details during the
purchase
The salesmanship in retail shops of home appliances is
good
Customers are well treated by the retailers
All retailers provide home delivery.
The important being all retailers provide home delivery (0.811)
Group 3 : Service and offer related factors
After sales service is good
Retailers provide attractive offer
The important being retailers provide attractive offer(0.885)
The statements relating to satisfaction on home appliances can be
divided into four components as below:
Group1: Retailers related factors
After sales service is good
Retailers provide attractive offer
Retailers attend the complaints properly
Retailers give proper information and details during the
purchase
The salesmanship in retail shops of home appliances is
good
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 Customers are well treated by the retailers

All retailers provide home delivery.
The important

being the salesmanship in retail shops of home

appliances is good(0.846)
Group 2:Product functioning related factors
Home appliances are available in different colours
The functioning of home appliances are up to the
expectations of customers
The handling

and maintenance of home appliances is

always good
The electricity consumption for the use of home
appliances is reasonable
The important being the handling and maintenance of home appliances
is always good (0.907)
Group 3 : Product features related factors
The price play an important role in purchasing home
appliance
The quality play significant role in purchase of home
appliance
The important being the price play an important role in purchasing
home appliances (0.916)
Group 4:Product availability related factors
There is no problem in the availability of home appliance
in the market
Varieties of models of home appliance are available

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The important being there is no problem in the availability of home

appliance in the market(0.859)
Objective:5 To study the dealers perception towards marketing of the select
brands of home appliances
Results of descriptive analysis
Majority(50%) of the retailers are sole traders.
Most (48%) of the retailers sources of finance is borrowed fund.
Majority (58.3%) of the retailers borrowed fund from banks.
Majority(60% ) of the retailers have 3 employees in their organization.
Majority(60%) of the retailers are dealing with the home appliances
business and have experience of an 2 years-3 years .
Majority(100%) the retailers deal with the brand LG, Samsung, Videocon
and Whirlpool.
Majority (86%)

of the retailers allow both cash and credit mode of

payment.
Majority(52%) of the retailers shop is having the customers of
20,000- 30,000 income group people.
Most (48%) of the retailers customers take 2 hours-3 hours of time to select
brands.
Majority (94%) of the retailers showroom is frequently visited for purchase
of home appliances is by both male and female members.
Among the various factors considered, the majority of the retailers said that
quality is a factor which influenced the customers while choosing the
brands of home appliances.
Most(46%) of the retailers opined that their customers are very highly
satisfied.

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 Majority(50%) of the retailers opined that their customers are very highly
satisfied with their retailers service.
Majority (78%) of the retailers have very cordial relationship with the
customers.
Majority (92%) of the retailers opined that Godrej price is low.
Majority (74%) of the retailers opined that their customers are very highly
satisfied regarding quality of home appliances.
Majority(64%) of the retailers opined that their customers are very highly
satisfied regarding easy availability and friendliness.
Majority (76%) of the retailers

opined that the LG brand of home

appliance is demanded by customers.

Most (44%) of the retailers opined that during festival seasons sales will be
more.
Majority (60%) of the retailers received complaints from their customers.
Most (22%) of the retailers received frequent complaint regarding after
sales service.
Majority (98%) of the retailers give offers to their customers.
Majority (96%) of the retailers are satisfied with the home appliance
business.
Majority (56.3%) of the retailers are satisfied with the home appliance
business due to more sales
Majority (100%) of the retailers are not satisfied with the home appliance
business due to the frequent complaints received from their customers.
Majority (76%) of the retailers have made complaints to the manufacturers.
Majority

(71%) of the retailers feel very good in response by the

manufacturers for their complaints.

Majority (54%) of the retailers are very highly satisfied
commission paid to them for selling the home appliance.

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with

the

 Majority (94%) of the retailers strongly agree to the statements The Price
play an important role in purchasing Home Appliances.
Results of gap analysis
There is significant difference between the level of satisfaction of
customers and retailers on quality aspect only. It is also understood that the
level of satisfaction of the customers on the various aspects is less than the
level of satisfaction expected by the retailers.
There is significant difference between the level of satisfaction of
customers and retailers on door delivery services only. It is also understood
that the level of satisfaction of the customers on the various aspects and
services is less than the level of satisfaction expected by the retailers.
There is significant difference between the level of agreeability of
customers and retailers on the issue the price play an important role in
purchasing home appliances, the quality play significant role in purchase of
home appliance and retailers provide attractive offer. It is also understood
that the level of agreeability of the customers on the various issues is less
than the level of satisfaction expected by the retailers.
Recommendations
On the basis of results of the study, the following recommendations are made:
1. Awareness
Creating awareness about the availability of the products is more
important for consumers to make preference. The study reveals that the
consumer awareness is low for some brands or models and hence it is
recommended to the manufacturers of home appliances to take steps to
create more awareness about their products.

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2. Quality
The study reveals that among other factors, quality is the major
factor that has influenced the consumers in the purchase of home
appliances. Thus, it is important that apart from brand name, price,
availability of products, quality aspect need to be given priority. Hence, the
manufacturers shall always focus on quality aspect and not to make a
compromise on quality for want of more sales or profit.
3. Family Influence
It is understood from the study that the decision of purchase of
consumers is highly influenced by their family members. This sort of
influence will always resort to change the preference of consumers. Hence,
the manufacturers have to adopt promotional activities not only to persuade
the consumers but also the individual family members who may belong to
different age group.
4. Customer Satisfaction
Customer Satisfaction is the prime output that is expected by the
manufacturers and retailers in marketing of their products. The study
revealed that the customers are satisfied with general performance of
home appliances. However, it is necessary to know their satisfaction levels
towards other aspects like after sales service, etc.,. Hence, manufacturers
shall try to have the customer views on the above aspects and ensure
satisfaction for the same.
5. Power consumption
It is reported in the study that the power consumption is more in
using home appliances. In view of high power tariff, the customers will be
badly affected and as a result, it will appear as serious drawback. Hence, it

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is suggested to the manufacturers to use appropriate technology so that this

drawback can be rectified in manufacturing home appliances.
6. Demand increase
The study reveals that more quantity of home appliances are
demanded during festivals and special occasions. Also, the consumers
prefer to go for replacement during the above season. Hence, it is suggested
the manufacturers of home appliances to go for production of additional
quantity. Also, they are expected to introduce more models with better
innovations.
7. Price variations
It is also observed in the study that there is a large variation in the
price levels of home appliances between different brands. Though the price
is determined by various factors like quality, superiority of materials used,
etc., the consumers are not getting convinced with the variation. Hence, an
attempt is to be made by the manufacturers to avoid price variations in
general and have variations in specific cases if inevitable.
8. Feed back
For marketing of any products, the continuous follow up of
customers is required. This will help the manufacturers to have a long term
relationship with the customers by bringing the required changes in the
product as preferred by them. For this purpose, manufacturers of home
appliances need to introduce the feed back system.
9. Motivation of retailers
In the marketing of home appliances, retailers play crucial role as
they contact, communicate and convince the consumers. In fact,
popularizing the brand name is generally executed by the retailers. The
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consumers get details about the products more from the retailers than other
sources. This being the case, the manufacturers should ensure that retailers
do not have complaints nor grievances that may affect the marketing of
home appliances. A periodical meeting of retailers may be organized so that
this will help addressing their grievances better.

Conclusion
Before going for purchase, the customer generally have oral consultation
with their friends and relatives but decide about buying the required products with
the help of experts.The manufacturers have to produce home appliances to suit the
both low and high income groups of customers. The manufacturers should have
technological tie-up and venture for improving qualitative appliances that will
attract multi-range consumers to serve their purpose. Also the manufacturers
should advice the retailers/dealers to give correct and relevant information about
the genuineness of the dealership and brand to buyers before they make purchase.
Exhibitions and exchange melas may be conducted more often and at a regular
intervals to satisfy the old customers and to attract new customers. To ensure that
the product finds a place in the minds of the consumers, the manufacturers should
promote their product through sales promotional activities such as advertisement,
free gifts and other schemes. If they do so, sales level will improve and the
products will find a better place in the market. A company might adopt some price
reduction strategy to maintain its position in the market and to satisfy the
customers. Special offers for home appliances may also be provided to attract
customers to buy them. Popularization for advocating the purchase of refrigerator,
microwave oven, washing machine, etc., may be done to minimize the laborious
work of women. This facilitates them to concentrate on other important activities.
Consumer education is the most important thing and all concerned should give
enough thought and action on it. This will also help the marketing of home
appliances to a larger part of customers.
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