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Results for: Choice Process for Buying Washing Machine

1) What is your age group?

Percentage Responses

18 - 25 Years 0.0 0
26 - 30 Years 4.0 1
31 - 40 Years 84.0 21
41 and above 12.0 3
Total responses: 25

2) Gender

Percentage Responses

Male 76.0 19
Female 24.0 6
Total responses: 25

3) Marital Status

Percentage Responses

Single 12.0 3
Married 88.0 22
Total responses: 25

4) Educational Background

Percentage Responses

Schooling 0.0 0
Graduate 20.0 5
Post Graduate 52.0 13
Professionals 28.0 7
Other 0.0 0
Total responses: 25

5) What is your income group?

Percentage Responses

< 1.2 Lakh PA 4.0 1

Between 1.2 Lakhs and 6 Lakhs PA 8.0 2
Between 6 Lakhs and 12 Lakhs PA 20.0 5
Greater than 12 Lakhs 68.0 17
Total responses: 25

6) If you have used a washing machine before, then please let us know
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If you have used a washing View Results
machine before, then please let us know
the brand.

Percentage Responses

Samsung 16.0 4
IFB 16.0 4
LG 16.0 4
Whirlpool 32.0 8
Other 20.0 5
Total responses: 25

7) What prompted you to buy a new washing machine?

Percentage Responses

Unsatisfied with the previous product 16.7 5

Frequent maintenance 10.0 3
Need for superior product 43.3 13
First time buyer 20.0 6
Other 10.0 3

8) How did you know about the product?

Percentage Responses

Through a prior customer 21.6 8

Advertisements 32.4 12
News paper 18.9 7
Television / Radio 10.8 4
Other 16.2 6

9) Did you evaluate any other competitors washing machine? If so who

were they?

Percentage Responses

LG 17.5 7
Samsung 25.0 10
IFB 32.5 13
Whirlpool 12.5 5
Other 12.5 5

10) Did you evaluate any other categories in our product, If so what were
they?

Percentage Responses

Top loading 19.1 9

Front loading 29.8 14
Semi automatic 12.8 6

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Fully automatic 38.3 18

11) What are the criteria that you looked for when purchasing this item?

Percentage Responses

Branding 13.6 12
Quality of the product 26.1 23
C ost 14.8 13
After sales service 19.3 17
Warranty 15.9 14
Discounts 9.1 8
Other 1.1 1

12) What feature of the washing machine influenced you?

Percentage Responses

Power saver 8.9 7

Water saver 11.4 9
Low maintenance cost 11.4 9
Reliability 20.3 16
Looks and style 5.1 4
Less physical effort 11.4 9
Quality of wash 17.7 14
C apacity of the machine 13.9 11
Other 0.0 0

13) Characterize the decision to buy washing machine.

Average
Yes NO Responses
Score
15 1.40 / 2
Was it a first-time decision? 10 (40.00%) 25
(60.00%) (70.00%)
17 1.68 / 2
Was it a review of a previous decision? 8 (32.00%) (68.00%) 25 (84.00%)
24 1.04 / 2
Was it a careful decision? 1 (4.00%) 25
(96.00%) (52.00%)
22 1.88 / 2
Was it a casual decision? 3 (12.00%) 25
(88.00%) (94.00%)
Was the amount of deliberation appropriate 23 1.08 / 2
2 (8.00%) 25
to the decision? (92.00%) (54.00%)
1.42 / 2
(70.80%)

14) Who purchased and paid for the washing machine?

Percentage Responses

Self 72.0 18
Spouse 20.0 5
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Spouse 20.0 5
Father 8.0 2
Mother 0.0 0
Other 0.0 0
Total responses: 25

15) Identify all those who played a role in the decision process. What role
did they play?

Definition of Roles:

Initiator - first suggests or thinks of the idea of buying

Influencer - explic itly or implicitly has some influence on the final buying
dec ision
Decider - ulitimately determines the part or the whole of the buying dec ision

Average
Initiator Influencer Decider N/A Responses
Score
10 13 2.12 / 3
Self 2 (8.00%) 0 (0.00%) 25
(40.00%) (52.00%) (70.67%)
7 11 5 1.91 / 3
Spouse 2 (8.00%) 25
(28.00%) (44.00%) (20.00%) (63.67%)
2 11 11 1.93 / 3
Father 1 (4.00%) 25
(8.00%) (44.00%) (44.00%) (64.33%)
4 11 8 1.88 / 3
Mother 2 (8.00%) 25
(16.00%) (44.00%) (32.00%) (62.67%)
1 22 1.67 / 3
C hildren 2 (8.00%) 0 (0.00%) 25
(4.00%) (88.00%) (55.67%)
1 10 14 1.91 / 3
Friends 0 (0.00%) 25
(4.00%) (40.00%) (56.00%) (63.67%)
1 18 1.86 / 3
C olleagues 6 (24.00%) 0 (0.00%) 25
(4.00%) (72.00%) (62.00%)
0 17 2.00 / 3
Relatives 8 (32.00%) 0 (0.00%) 25
(0.00%) (68.00%) (66.67%)
1 17 1.88 / 3
Neighbors 7 (28.00%) 0 (0.00%) 25
(4.00%) (68.00%) (62.67%)

Dealer 0 11 1 (4.00%) 13 25 2.08 / 3

(0.00%) (44.00%) (52.00%) (69.33%)
1 13 11 1.93 / 3
Advertisements 0 (0.00%) 25
(4.00%) (52.00%) (44.00%) (64.33%)
0 10 15 2.00 / 3
Salesman 0 (0.00%) 25
(0.00%) (40.00%) (60.00%) (66.67%)
1.96 / 3
(65.34%)

16) Where did you buy the washing machine?

Percentage Responses

C ompany showroom 16.0 4

Dealer 40.0 10
Home appliance showroom 40.0 10
Home Exhibition 0.0 0
Online Store 0.0 0
Other 4.0 1
Total responses: 25

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17) Why did you buy there?

Percentage Responses

Better discount 15.5 11

Free gifts 2.8 2
Better sales service 5.6 4
Better after sales service 5.6 4
Accessibility 11.3 8
Free delivery and installation 16.9 12
Referral from friends, relatives or
neighbors
7.0 5

More models for comparison 15.5 11

More brands for comparison 18.3 13
Other 1.4 1

18) While deciding on buying, which came first:

Percentage Responses

where to buy 32.0 8

what to buy 68.0 17
Total responses: 25

19) Which washing maching did you finally buy?

Percentage Responses

LG 16.0 4
Samsung 24.0 6
IFB 36.0 9
Whirlpool 16.0 4
Other 8.0 2
Total responses: 25

20) What other items do you prefer to buy in the next 12 months?

Percentage Responses

TV 2.9 1
Fridge 5.9 2
C omputers 5.9 2
Laptop 20.6 7
LC D TV 35.3 12
Water purifiers 8.8 3
Dish washer 14.7 5
Other 5.9 2

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