Volume 3, Issue 7 (July, 2014)

Online ISSN-2277-1166

Published by: Abhinav Publication

Abhinav National Monthly Refereed Journal of Research in

Commerce & Management

CONSUMER BEHAVIOUR IN KERALA TOWARDS

SELECTED GOODS
Jisana T. K.
Research Scholar, PSMO College, Tirurangadi,
Malappuram (University of Calicut), India
Email: jisanatk@gmail.com
ABSTRACT
Consumer behaviour reflects the totality of consumers decisions with respect to acquisition,
consumption and disposition of goods, services, time and idea by decision making units. Consumers
preferences and demands are changing rapidly. To understand their changing behaviour detailed
market studies are essential. This paper explains consumer behaviour in Kerala towards selected
essential goods. Consumers were selected from Kozhikode district for the study. Some essential goods
like rice, spects, furniture, chappals etc. were selected for the stdy. This study clearly shows the
changing behaviour of consumers. The study shows that in recent years a 10% reduction in
consumption of rice is happening due to health problems and new generation fast foods. In kerala
highest numbers of chappal factories are in Kozhikode district. Around 3000 females are working in
different departments of chappal factories. Monthly sale and consumption of spects, furniture,
hardware and bycycles were also included in the study.

Keywords: Consumer Behaviour; Consumption Pattern; Brand

INTRODUCTION
In todays competitive environment consumers preferences and demands are changing rapidly.
Consumption is the soul and purpose of all production. A consumer is one who does some physical
activities and deliberates to take decisions concerning purchase and to dispose off on toevaluate
products and services. Consumer behaviour reflects the totality of consumers decisions with respect to
acquisition, consumption and disposition of goods, services, time and idea by decision making units.
Leon G Schifman and Leslie Lazer Kanuk defined consumer behaviour as the behaviour that
consumer display in searching for, purchasing using, evaluating and disposing of products and services
that they expect will satisfy their needs. Consumer behaviour focuses on how individuals make
decisions to spend their available resources (time, money, effort) on consumption-related items that
includes what they buy, why they buy, when they buy it, where they buy it, how often they buy it, how
often they use it, how they evaluate it after the purchase and the impact of such evaluations on future
purchases, and how they dispose of it. The markets are customer driven these days and the target of all
marketing activities is consumers. To understand the consumers, are not easy jobs as his behaviou is
mostly unique and unpredictable. Marketers therefore should consider the consumers and then develop
their plans of action. Here lies the essence of marketing. The consumer is the king and all actions
should start with this notion in mind.
Population in Kerala (Census 2011)
Rural
Urban
Total

17,471,135
15,934,926
33,406,061

Available online on www.abhinavjournal.com

52.30 %
47.70 %
100
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Abhinav National Monthly Refereed Journal of Research In

Commerce & Management
Population in Kozhikode (Census 2011)
Rural
Urban
Total

1,013,721
2,072,572
3,086,293

32.85 %
67.15 %
100

The above census data says that in Kerala 52.30% of total population is residing in rural area and
47.70% are in urban area. In Kozhikode district 67.15% of total population is living in urban area.
Only 32.85% are living in rural area.
OBJECTIVES OF THE STUDY
1. To analyze the consumption pattern of consumers in Kozhikode district towards selected
goods
2. To find out preferences of consumers towards selected goods
3. To study the changes in consumer behaviour
RESEARCH METHODOLOGY
Secondary data was used for the study and for collecting data books, articles , newspapers etc.were
used.From 14 districts of Kerala, Kozhikode district was selected for analyzing consumption pattern
and preferences of consumers.
List of Goods
Today individuals needs and wants are changing day by day.By simply watching the market we can
understand that yesterdays luxurious products are todays needs and tomorrows essentials. Due to
technological development tremendous changes are happening in the lifestyle of public and these
changes leads to change in consumption pattern of consumers.
This paper analyzes consumption pattern and preferences of consumers in Kozhikode district towards
some items like rice,chappals,bicycles,spects,furniture and hardwares.

Rice

Chappals

Bicycle

Spects

Furniture

Hardware

Rice
Rice is an essential food item consumed by almost all the people in Kerala. Generally people are using
rice twice in a day in their food menu. But today the food habits of people are changing due to several
reasons. Health problems and new generation fast foods are the two main reasons for this change.
Most of the people has reduced rice as once in a day. In recent years a 10% reduction in consumption
of rice is happening in Kozhikode district.
In the older days Kozhikode was the godown for rice in Kerala.Rice coming from Andra,Tamilnadu
and West Bengal were stored in Kozhikode and was distributed to different districts of Kerala.The
main centre was Valiyangadi in Kozhikode.Kuruva is the favourate rice of Kozhikode. The Matta
rice which is produced in Kerala is not at all preferred by consumers in Kozhikode. Around 10% of
people are not using rice in their food menu.

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Abhinav National Monthly Refereed Journal of Research In

Commerce & Management
Table 1. Arrival of Rice to Kozhikode
State
Andra
Tamilnadu
Karnataka
Bengal,Gujarat

Percentage
50%
20%
10%
20%

Table 1 shows the arrival of rice to Kozhikode. Majority of the rice (50%)is coming from Andra. Other
sources of rice are Tamilnadu (20%),Bengal and Gujarat(20%) and Karnataka(10%).
Table 2. Types of Rice
Type
Kuruva
Ponni
Others

Percentage
60%
20%
20%

Table 2 shows different types of rice available in the market and their share in the market. Kuruva is
the most demanded and preferred rice in the market. Kuruva holds 60% of the entire rice market.
Ponni rice is having 20% of market share and other types of rice constitutes the rest of the rice
market (20%).
Table 3. Sale of Rice (Monthly Average)
Quantity
1.83lakh (sack of 75 kg)
1.66 lakh(sack of 75 kg)
1.51 lakh(sack of 75 kg)
1.37 lakh(sack of 75 kg)
1.25 lakh(sack of 75 kg)

Year
2010
2011
2012
2013
2014

From the above table it is clear that sale of rice is decreasing every year.This is the monthly average
sale of rice in Kozhikode. In 2010 1.83 lakh sack of rice was sold in a month.in the next years a
significant reduction is happened in the sale of rice and in 2014 it is reduced to 1.25 lakh sack of rice.
Chappls
Today people have developed the habit of using chappals. They choose modern variety of shoes and
chappals. In the past none except a few had the practice of wearing chappals or shoes. In kerala highest
number of chappal factories are in Kozhikode district.Total number of chappal factories in Kozhikode
is 150.In a month an average 12 lakh chappals are sold in Kozhikode district.(Rs.250 is the price
estimated for a chappal.).In Kozhokode district 65% of total chappal sales are in rural areas.
Rubber chappals: The main change occurred in the chappal market is decrease in the sale of rubber
chappals. The sale of rubber chappals is below 1%.Before 15 years 90% was the participation of
rubber chappals in chappal market. Today chappals made by using polyurethane are having highest
sales. Polyurethane chappals are having long life.
Female consumers and chappals: The control of chappal market is in the hands of female
consumers. In recent years each factory in the district is introducing a new design chappal in every
week for female consumers. Female consumers are giving importance to design of the chappal rather
than its life.
Another important factor is the participation of females in chappal factories. Around 3000 females are
working in different departments of chappal factories.

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Chart 1. Average Usage of Chappals

The above chart depicts the average usage of chappals by different categories of consumers. Female
consumers are having an average of 4 chappals. The second place in sage goes to childrens. They are
having 3 jody chapplas. Male consumers are using 2 chapplas and most of the old age people are using
single chappal.
Table 4. Sale of Chappals
Category
Chappals
Shoe
Sandals

Percentage
50%
20%
30%

Different categories of chappals are available in the market. Among the total sale, chappals holds 50%
and sandels holds 30%.The rest is the sale of shoes (20%).
Table 5. Market Share of Chappals
Material
Polyurethane
Stykone
Vergin PVC

Percentage
90
3
7

Different types of materials are used for making chappals. Today 90% of the chappals are made by
using Polyurethane material. Vergin PVC and Stykone holds 7% and 3% respectively.
Bycycle
In this era of technological development numbers of modern vehicles are increasing. But still people
are using bycycles as a vehicle. In the past 5 years there is a high increase in the sale of high priced
and low priced bycycles. Childrens are the main users of bycycles. In the urban area of Kozhikde
district, the sale bycycles in a year is between 10000-15000.In a year 30000 number of bycycles are
sold in Kozhikode district.
Table 6. Usage of high priced bycycles
Price range
10000-13000
13000-25000
25000-1.15 lakh
1.25 lakh
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2000
500
150
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Commerce & Management
The above table shows usage of high priced bycycles by the consumers in Kozhikode district.
Currently 2000 bycycles are used by public in between the price range of 10000-13000.In between the
price range of 13000-25000, consumers are having 500 bycycles. Consumers are having 150 bycycles
in the range of 25000-1.15 lakh. At present the highest price of bycycle is 1.25 lakh and such types of
3 bycycles are used by the consumers in Kozhikode district.
Among high priced bycycles, the 3 types are Road Bike, Mountain Bike and Hybrid Bike. In
Kozhikode the most favourate bycycle is Mountain Bikes, but the credit of high sales goes to Hybrid
Bikes.
In Kerala only Kozhikode district is having flat, rolling and climb roads for scientific bycycle riding.
Bycycles protect the earth by reducing carbon. But there arise a complaint that government is not
considering bycycles. Earlier the import duty of bycycles were 10-15 % and now it is increased to
30%.Due to the increase in import duty there is decrease in import of branded bycycles.
Spects
In Kozhikode district, if we are taking 10 peoples 6 of them are using spects due to several reasons.
Long sight is the main problem faced by people in the district and major part of spects sale is due to
this problem. The total sale of spects is between 10000-11000 numbers and the price ranges between
300 to 45000.In eye hospitals the average number of patients in one day is 200 to 300.
Table 6. Sale of Lenses (Monthly Average)
Lense
Single Vision
By Focal
Progressive

Number
5000-5500
3000
500-1000

As the above table indicates 3 different types of lenses are available in the market and they are single
vision, by focal and progressive lenses. Among them single vision lenses are having highest sales ie in
between 5000-5500.By focal lenses are having an average monthly sale of 3000 numbers. Monthly
average sale of progressive lenses are in between 500-1000 numbers.
Chart 2. Market Share of Lenses

The above chart shows that foreign lenses are having highest market share of 25%.The market share of
sun glasses and contact lenses are 10% and 5% respectively.
Furniture
In Kerala Kozhikode district is famous for wood industry. The heart of the wood industry is a place
named Kallai in Kozhikode district. In the older days a lot of factories were present in Kallai for
making furnitures and for exporting them to different parts of the country as well as foreign countries.
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Pie-Diagram 1. Market Share of furniture

The above pie-diagram clearly explains market share and sale of different types of furniture. Majority
of the market is held by sofa. Second place is for dining table. Changes in the lifestyle of consumers
are clear from this diagram.
Table 7. Way of Acquisition of Furniture
Way of acquisition
From branded Shops
Made from home
Small scale traders

Percentage
35%
50%
15%

The above table clearly indicates the way of acquiring furniture by the consumers in Kozhikode
district. Only 35% people are purchasing furniture from branded shops. Majority of the people i.e.
50% are making furniture from their homes by traditional carpenters. Only a small number of people
(15%) are purchasing furniture from small scale traders.
Plastic Furniture:70% of the plastic furniture sold in the district are un branded items. Recycled
plastics are used for this purpose. The report says that there is a decrease in the sale of plastic chairs.
Consumers prefer medium or high priced design chairs for their home. The monthly average sake of
plastic chair is 25000.
Hardware
Hardwares are an essential part of the home . People are sending a lot of money for purchasing
hardwares for their home. In the case of consumers in Kozhikode district, they are spending large
amount of money for purchasing hardwares for their kitchen and bathrooms. While selecting
hardwares people are giving more importance to quality and beauty instead of its price.

Pie-Diagram 2. Sale of Hardwares

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The above diagram shows the monthy average sale of different types of hardwares. Brass hardwares
are having highest i.e. 40% of entire hardware sales. Steel and iron hardwares are having 30% and
15% sales respectively. Sale of aluminium and fiber hardwares are low i.e. 10% and 5% respectively.
Table 9. Monthly sale of Hardwares (in numbers)
Item
Ornate Lock
Ordinary door lock
Door Hinges
Door Handle
Safety bar
Screw
Chain
Nut&bolt

Number
600
2000
6000
1000
2000
1.20 lakh
7500 kg
1000 kg

The above table explains the monthly sale of important hardwares in numbers. The average montly
sale of safety bars is 2000.The reason for increase in the sale of safety bars is the threat of thieves.
Monthly sale of chain is 7500 kilograms and the main consumers are fishermen. Door hinges are
having a sale of 6000 numbers.1.20 lakh number of screws are sold in every month.
Monthly sale of ornate lock is 600 in the district. Nowadays 70% of the public are selecting ornate
lock for their main door. Since 10 years the sale of ornate lock is increasing and the main reasons are
safety and beauty.
Consumers from Lakshadweep are coming to Kozhikode for purchasing hardware items. Due to
nitaqat problems in Gulf region there was a decrease in the hardware market. But in 2014 the hardware
market becomes active.
FINDINGS OF THE STUDY

According to 2011 census 9.24% of the total population of Kerala is residing in Kozhikode
district.

In Kozhikode district 67.15% of total populations are living in urban area and 32.85% are
living in rural area.

In Kerala generally people are using rice twice in a day in their food menu.

In recent years a 10% reduction in consumption of rice is happening due to health problems
and new generation fast foods.

In Kozhikode district 50% of the rice is coming from Andra and other states are Tamilnadu,
Bengal, Karnataka and Gujarat.

The sale of rice is decreasing every year.

In kerala highest numbers of chappal factories are in Kozhikode district. Total number of
chappal factories in Kozhikode is 150.

Monthly average sale of chappals in Kozhikode district is 12 lakh.

In recent years there is a decrease in the sale of rubber chappals and chappals made by using
polyurethane are having highest sales due to its long life.

Around 3000 females are working in different departments of chappal factories.

Today 90% of the chappals are made by using Polyurethane material

In kerala highest numbers of chappal factories are in Kozhikode district.

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At present the highest price of bycycle is 1.25 lakh and such type of 3 bycycles are used by the
consumers in Kozhikode district.

In Kerala only Kozhikode district is having flat, rolling and climb roads for scientific bycycle
riding

The total sale of spects is between 10000-11000 numbers and the price ranges between 300 to
45000.

In eye hospitals the average number of patients in one day is 200 to 300.

In Kerala Kozhikode district is famous for wood industry. The heart of the wood industry is a
place named Kallai.

50% of the public are making furnitures from their homes by traditional carpenters

70% of the plastic furnitures sold in the district are un branded items.

While selecting hardwares people are giving more importance to quality and beauty instead of
its price.

Consumers from Lakshadweep are coming to Kozhikode for purchasing hardware items.

CONLUSION
Today as we know that due to several reasons consumers taste and preferences are changing. As a
result companies are trying to introduce new items to cope up with consumers changing needs. To
understand consumers changing behaviour it is very important to conduct detailed consumer behaviour
studies. Such studies should be conducted in relation with their area of living, age, religion, income,
occupation etc. Consumer behaviour studies helps companies to attract new consumers and retain
existing consumers. Consumers are considering a lot factors before making a purchase decision. For
capturing higher market share companies should be able to identify these factors.
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12. Sreeprasad. Thadi Kedakunnu.Malayala
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