MANAGEMENT THESIS- II

Final Report

Title :

A study on Major factors affecting Consumer

purchase decisions,regarding purchase of
CTVs,Refrigerators&Computers in Kolkata.

Submitted By :
Enrollment Number :
 MANAGEMENT THESIS- II
Final Report

Title :-
A study on Major factors affecting
Consumer purchase decisions, regarding
purchase of CTV, Refrigerator & Computers
in Kolkata

UNDER GUIDANCE OF
Mentor :

Submitted By : Signature :- …………………………………..

Enrollment Number :

A report submitted in partial fulfillment of the requirement for

award of the degree in MBA to ICFAI National College.

Page 2 of 47
Title :
A study on Major
factors affecting
Consumer purchase
decisions, regarding
purchase of CTV,
Refrigerator &
Computers in
Kolkata

Page 3 of 47
 Table of Contents
Acknowledgement……………….………………………………………
…………….5

List of Charts …………………….…………….…………………………

…………… .6

Summary………………………….………………………………………
………………..8

Introduction ………………….……………………….……………………
……………11

Body of Thesis ……………….……………………………………………

…………….13

Methodology ……………………….… …………………………………..

…………….16

Research Design ……………………… …………………………………

….....……..18

Analysis & Interpretation of Data ………,……………………………

………….20

Findings …………………………………………… ………………………

…...……….....35

Conclusion and Recommendations ……………………………………

………….37

Page 4 of 47
 Limitation ………………………………………………………….………
…..…………….39

Literature Review …………………………………………………………

…….………..41

Annexure ………………………………………………………………….…
……………..42

ACKNOWLEDGEMENT

This Study is carried out during partial completion of our Masters in Business
Administration from ICFAI National College,Dum Dum

The topic of this Thesis is

“A study on Major factors affecting Consumer purchase decisions,
regarding purchase of CTV, refrigerator & computers in Kolkata”

The Project is being carried out with the guidance and heartiest co-operation of
Mr Biswarup Samanta Faculty INC Dum Dum who is my Mentor,& other
faculties of INC Dum Dum for providing me with meaningful insights about the
subject of study

I am also grateful to the respondents; from I collected the primary data.

I am thankful towards the whole ICFAI family for supporting my activities.

I also convey my sincere gratitude to all the authors & websites from where I
had collected meaningful meterials.

With Regards

Page 5 of 47
LIST OF CHARTS & DIAGRAMS

Ranking of various factors,being considered by

1 ) Table 1.1 :- Page No 21 –
the respondents,while buying CTVs,in the age-group of 15-25

Ranking of various factors,being considered by

2 ) Table 1.2 :- Page No 22 –
the respondents,while buying CTVs,in the age-group of 25- 35
Ranking of various factors,being considered by
3 ) Table 1.3 :- Page No 23 –
the respondents,while buying CTVs,in the age-group of 35-45

4 Table 1.4 :- Page No 24 –Ranking of various factors,being considered by

the respondents,while buying CTVs,in the age-group of 45-55

Ranking of various factors,being considered by

5 ) Table 1.5 :- Page No 25 –
the respondents,while buying CTVs,in the age-group of 55-65 & Above

Page 6 of 47
 Ranking of various factors,being considered by
6 ) Table 2.1 :- Page No 26 –
the respondents,while buying Refrigerator,in the age-group of 25-35

7) Table 2.2 :- Page No 27 – Ranking of various factors,being considered by

the respondents,while buying Refrigerator,in the age-group of 35-45.

Ranking of various factors,being considered by

8) Table 2.3 :- Page No 28 –
the respondents,while buying Refrigerator,in the age-group of 45-55.

Ranking of various factors,being considered by

9) Table 2.3 :- Page No 29 –
the respondents,while buying Refrigerator,in the age-group of 55-65&
Above.

10) Table 3.1 :- Page No 30 – Ranking of various factors,being considered

by the respondents,while buying Computers,in the age-group of 15-25

11) Table 3.2 :- Page No 31 – Ranking of various factors,being considered

by the respondents,while buying Computers,in the age-group of 25-35

12) Table 3.3 :- Page No 32 – Ranking of various factors,being considered

by the respondents,while buying Computers,in the age-group of 35-45

13) Table 3.4 :- Page No 33 – Ranking of various factors,being considered

by the respondents,while buying Computers,in the age-group of 45-55

Page 7 of 47
14) Table 3.5 :- Page No 34 –Ranking of various factors,being considered
by the respondents,while buying Computers,in the age-group of 55-65 &
Above.

Page 8 of 47
Summary
The Indian Consumer Durables Industry
The Consumer Durables industry consists of durable goods and appliances for domestic use such as
televisions, refrigerators, air conditioners and washing machines.
Instruments such as cellphones and kitchen appliances like microwave ovens are also included in
this category. The sector has been witnessing significant growth in recent years, helped by several
drivers such as the emerging retail boom, real estate and housing demand, greater disposable income
and an overall increase in the level of affluence of a significant section of the population. The
industry is represented by major international and local players such as BPL, Videocon, Voltas, Blue
Star, MIRC Electronics, Titan, Whirlpool, etc.

The consumer durables industry can be broadly classified into two segments:
Consumer Electronics and Consumer Appliances.

Consumer Appliances can be further categorised into Brown Goods and White Goods.

The key product lines under each segment are as follows.

Consumer Durables
White Goods Kitchen Applicances / Consumer Electronics
Brown Goods

Page 9 of 47
• Refrigerators • Mixers • Mobile Phones

• Washing Machine • Grinders • Televisions

• Air-conditioners • Microwave Ovens • MP3 Players

• Speakers and Audio .. .. • Iron

• DVD Players
...Equipments
• Electric Fans
• VCD Players
• Cooking Range
• Computers
• Chimneys

KEY CONSUMER DURABLES,& GROWTH TRENDS

The consumer durables market in India was estimated to be around US$ 4.5 billion in 2006-07.
More than 7millionunits of consumer durable appliances have been sold in the year 2006-07 with
colour televisions (CTV) forming the bulk of the sales with 30 per cent share of volumes. CTV,
refrigerators and Air-conditioners together constitute more than 60 per cent of the sales in terms of
the number of units sold.

Key Consumer Durables - Share by Volume

Page 10 of 47
Source: Cygnus Quarterly Report, Aug 2007.

Page 11 of 47
Page 12 of 47
INTRODUCTION

Purpose

The project is expected to throw light into various factors which affect consumers
purchase decisions, while buying consumer durables,& demographic profile of
customers in Kolkata.

This study can play a major role for organizations while planning its marketing
activities,& decide on the promotions for the same.
Moreover,the study is going to provide meaningful insights to students, who will be
doing similar study in future.

Nature of Study

The study is based on a combination of primary & secondary data,& thus will be able
to analyse various major factors which affects the purchase decisions regarding
consumer durables,namely CTVs,Refrigerators & Computers for various Income
segments.

Nature of Project

As in the study,various customers are interviewed,this project is expected to serve

valuable information,regardingthe various factors affecting consumer’s purchase
decisions for consumer durables mainly CTVs,Refrigerators & Computers in
Kolkata,the project is undertaken in Kolkata & may not hold completely relevant for
other zones of the country,where the demographic factors are different.

Overview

The study is provide a brief knowledge on the demographics elements present in the
market of Kolkata,& its effects on the purchase decisions on consumer
durables,Specially CTVs,Refrigerators & Computers,& major factors,or a
combination of factors which affects the consumer’s purchase decision for the same.

Page 13 of 47
Page 14 of 47
BODY OF THESIS
Research Progress

The research has found significant factors which affects consumers purchase
decisions,it has been observed that the purchase decisions are affected by a
combination of two or more factors,the final part of the thesis will try to draw a
clearer picture on these factors,& how do they affect the purchase decisions.
Many factors inside the factor of “Family Influence”are also present,family members
from time to time play many roles of influencer,decider,gatekeeper etc.( These are
explained in the annexure).

It has also been found that,a factor which is most common during purchase of
CTV,the same factor may not be having equal importance during the purchase of
refrigerators,Computers etc.

The consumer durables industry in India is set for sustained growth over the long
term, fuelled by favourable consumer demographics, overall growth in services and
industrial sectors and infrastructure development in suburban and rural areas. Several
Indian and MNC players are looking to strengthen their presence in India to leverage
this opportunity.

Findings till date : Product –wise Analysis

CTV

The CTV production was 15.10 million units in 2006-07 and is expected to grow by at
least 25 per cent. At the disaggregated level, conventional CTV volumes have been
falling while flat TVs have grown strongly. Market sources indicate that most CTV
majors have phased out conventional TVs and have been instead focusing more on flat
TVs. The flat segment of CTVs now account for over 60 per cent of the total domestic
TV production and is likely to be around 65 per cent in 2007-08. High-end products
such as liquid crystal display (LCD) and plasma display CTV grew by 400 per cent
and 150 percent respectively in 2006–07 following a sharp decline in prices of these
products and this trend is expected to continue.

Page 15 of 47
Refigerator

Refrigerators are one of the most sought after appliances in Indian middle class
homes. The refrigerator market has two segments: Direct Cool and the relatively new
Frost-Free
type. The market for refrigerators in 2006-07 was about 6.5 million units. The growth
of refrigerator segment is projected to be between 18 to 22 per cent over the next5
years.
A critical success factor for the refrigerator market,given its widespread use, is deeper
reach into the market and increased penetration. Recently, the market is getting
reinforced by the replacement segment as well.

Computers

Purchase decisions for computers are largely affected by the factor of Assembled &
Branded.
The topic of the study is not about finding the factor behind buying assembled or
branded PC/laptops.
Thus the study is mainly focused on finding the major factors affecting consumers
purchase decisions while buying branded computers.

Brands account for 10 per cent of the total consumer goods market in India, while
organised retailing is around 2 per cent of the total industry. Though branded
computers are perceived to be costlier than non-branded computers, the penetration of
branded products is increasing.

The relative shares of branded computers at the organised sector indicates that a
significant share of branded products is being sold through unorganised channels.
This highlights the need for a strong distribution network to penetrate deeper into the
potential market.

Page 16 of 47
Page 17 of 47
Reasearch Methodology
The research was to be conducted in mainly four stages;

STAGE 1 : Identifying the Problem

1.1 A Pilot survey was done by informally interviewing few individuals who had purchased
consumer durables recently.

1.2 Inputs,about the basic (Generic)factors that they consider purchasing Consumer Durables are
gathered.
1.3 Various materials published in similar studies are consulted.
1.4 key factors & the kind of data required for successful completion, are being identified.

STAGE 2: Collecting Suitable Data

2.1 A questionnaire is framed while considering both the Key & the Generic factors, which
affeaffects consumer purchase decisions.
2.2 Customers are classified according to various Income segments.

STAGE 3 : Analysing & interpreting the collected Data

3.1 A data sheet is being formatted by feeding the collected information into excel sheet
systematically.

STAGE 4 : Writing the Report

Detailed report has been made as per the analysis from time to time in a most possible proper,
convenient & scientific format. Using various simple statistical tools,to analyze the nature of the
data.Applying Suitable higher order statistical procedures to define & interpret the required
information.

Page 18 of 47
Page 19 of 47
RESEARCH DESIGN

Sampling: As the study demand,the questionnaires are filled by respondents from

various age groups.
The Sample size : The sample size was 100,which was equally distributed into the 5
age groups.

Type of Sampling Design:

Non-Probability Sampling :( Convenience Sampling)

The sample design for the survey is convenience-sampling method. This method is
selected by considering time factor for the survey and population.
Data Collection:

Primary Data
This study is mostly based on Primary data collected,& informations received directly
in the process of the survey.

Secondary Data

As the topic of the thesis is comparatively different & unusual,thus finding adequate
amount of relevant data had been a challenge.

Still,some websites,& books on Market Reasearch had been reffered for finding out
the factors & helped a lot in the process of Questionnaire designing.

Page 20 of 47
Page 21 of 47
RANK SCORE AS GIVEN BY THE RESPONDENTS,IN THE AGE GROUP OF 15-25

PRODUCT -
CTV AGE GROUP 15 - 25 &Above

R R R R R R
RANKS 1 2 3 4 5 6
Total/
WEIGHT 6 5 4 3 2 1 6
FACTORS
T
NO OF 1 OTA SCOR
FEATURES RESPONDENTS 0 3 2 1 3 1 L E
6 1
0 5 8 3 6 1 93 15.5
NO OF
BRAND RESPONDENTS 7 3 2 4 4 0
4 1 1
2 5 8 2 8 0 85 14.2
NO OF
ASTHETICS RESPONDENTS 6 3 5 2 3 1
3 1 2
6 5 0 6 6 1 84 14.0
NO OF
FAMILY RESPONDENTS 5 3 7 1 3 1
3 1 2
0 5 8 3 6 1 83 13.8
NO OF
PRICE RESPONDENTS 9 4 2 1 2 2
5 2
4 0 8 3 4 2 91 15.2
AFTER SALES NO OF
SERVICE RESPONDENTS 6 4 3 5 2 0
3 2 1 1
6 0 2 5 4 0 87 14.5
Table 1.1

From the above table,we can see that,among the age group of 15-25,they preferThe Features & Price
of a CTV before buying,though this group is not the direct customer,but their views are also
important,while a family is taking a collective decision,to buy a CTV.

Page 22 of 47
RANK SCORE AS GIVEN BY THE RESPONDENTS,IN THE AGE GROUP OF 25-35

PRODUC
T - CTV AGE GROUP 25 - 35 &Above

R R R R R R
RANKS 1 2 3 4 5 6
Total/
WEIGHT 6 5 4 3 2 1 6
FACTORS
NO OF T
FEATURE RESPONDEN OTA SCOR
S TS 9 4 0 5 1 1 L E
5 2 1
4 0 0 5 2 1 92 15.3
NO OF
RESPONDEN
BRAND TS 4 9 4 1 1 1
2 4 1
4 5 6 3 2 1 91 15.2
NO OF
ASTHETI RESPONDEN
CS TS 5 3 5 6 1 0
3 1 2 1
0 5 0 8 2 0 85 14.2
NO OF
RESPONDEN
FAMILY TS 8 5 1 2 2 2
4 2
8 5 4 6 4 2 89 14.8
NO OF
RESPONDEN
PRICE TS 7 3 4 2 3 1
4 1 1
2 5 6 6 6 1 86 14.3
AFTER NO OF
SALES RESPONDEN
SERVICE TS 4 5 6 4 1 0
2 2 2 1
4 5 4 2 2 0 87 14.5
Table 1.2
Page 23 of 47
This is a major purchasing group for CTVs,as this group is of the young adults,who as per the study
has givenFeatures,Brand &Family preferencees as overall Rank 1,2,& 3 respectively.

Another important factor is that,this group is emerging as a major purchasing group of consumer
durables.

RANK SCORE AS GIVEN BY THE RESPONDENTS,IN THE AGE GROUP OF 35-45

PRODUC 35 -
T – CTV AGE GROUP 45

R R R
RANKS R1 R2 3 4 R5 6
Total/
WEIGHT 6 5 4 3 2 1 6
FACTORS
NO OF T
FEATURE RESPONDEN OTA SCOR
S TS 5 6 0 1 5 3 L E
30 30 0 3 10 3 76 12.7
NO OF
RESPONDEN
BRAND TS 5 3 2 2 3 5
30 15 8 6 6 5 70 11.7
NO OF
ASTHETI RESPONDEN
CS TS 5 3 6 3 2 1
2
30 15 4 9 4 1 83 13.8
NO OF
RESPONDEN
FAMILY TS 6 5 4 2 1 2

Page 24 of 47
 1
36 25 6 6 2 2 87 14.5
NO OF
RESPONDEN
PRICE TS 8 4 2 2 3 1
48 20 8 6 6 1 89 14.8
AFTER NO OF
SALES RESPONDEN
SERVICE TS 9 4 3 2 2 0
1
54 20 2 6 4 0 96 16.0
Table 1.3

This is the Major Purchasing group,for CTVs as well,thus ad efforts should be directed towards this
group as well,This group has shown After Sales Services as their First importance while buying a
CTV,followed by the factor of Price.

RANK SCORE AS GIVEN BY THE RESPONDENTS,IN THE AGE GROUP OF 45-55

PRODUCT - 45 -
CTV AGE GROUP 55

R R R R R R
RANKS 1 2 3 4 5 6
Total/
WEIGHT 6 5 4 3 2 1 6
FACTORS
T
NO OF OTA SCOR
FEATURES RESPONDENTS 5 6 0 1 5 3 L E
3 3 1
0 0 0 3 0 3 76 12.7
NO OF
BRAND RESPONDENTS 6 4 3 2 2 2
3 2 1
6 0 2 6 4 2 80 13.3
NO OF
ASTHETICS RESPONDENTS 3 2 5 5 3 2

Page 25 of 47
 1 1 2 1
8 0 0 5 6 2 71 11.8
NO OF
FAMILY RESPONDENTS 7 5 6 1 1 0
4 2 2
2 5 4 3 2 0 96 16.0
NO OF
PRICE RESPONDENTS 8 4 2 2 3 1
4 2
8 0 8 6 6 1 89 14.8
AFTER SALES NO OF
SERVICE RESPONDENTS 9 4 2 3 2 0
5 2
4 0 8 9 4 0 95 15.8
Table 1.4

RANK SCORE AS GIVEN BY THE RESPONDENTS,IN THE AGE GROUP OF 55-65 &
Above.

PRODUCT -
CTV AGE GROUP 55 - 65 &Above

R R R R R R
RANKS 1 2 3 4 5 6
Total/
WEIGHT 6 5 4 3 2 1 6
FACTORS
T
NO OF OTA SCOR
FEATURES RESPONDENTS 2 5 2 0 5 6 L E

Page 26 of 47
 1 2 1
2 5 8 0 0 6 61 10.2
NO OF
BRAND RESPONDENTS 4 2 5 3 4 2
2 1 2
4 0 0 9 8 2 73 12.2
NO OF
ASTHETICS RESPONDENTS 2 3 6 5 4 0
1 1 2 1
2 5 4 5 8 0 74 12.3
NO OF
FAMILY RESPONDENTS 8 4 5 2 1 0
4 2 2
8 0 0 6 2 0 96 16.0
NO OF
PRICE RESPONDENTS 7 5 3 2 2 1
4 2 1
2 5 2 6 4 1 90 15.0
AFTER SALES NO OF 1
SERVICE RESPONDENTS 0 5 2 1 2 0
6 2
0 5 8 3 4 0 100 16.7
Table 1.5

RANK SCORE AS GIVEN BY THE RESPONDENTS,IN THE AGE GROUP OF 25-35

PRODUCT - 25 -
Refrigerator AGE GROUP 35

Page 27 of 47
 R R R R R R
RANKS 1 2 3 4 5 6
Total/
WEIGHT 6 5 4 3 2 1 6
FACTORS
T
NO OF OTA
FEATURES RESPONDENTS 9 4 0 5 1 1 L SCORE
5 2 1
4 0 0 5 2 1 92 15.3
NO OF
BRAND RESPONDENTS 9 4 0 5 1 1
5 2 1
4 0 0 5 2 1 92 15.3
NO OF
ASTHETICS RESPONDENTS 9 4 0 5 1 1
5 2 1
4 0 0 5 2 1 92 15.3
NO OF
FAMILY RESPONDENTS 8 4 2 0 4 2
4 2
8 0 8 0 8 2 86 14.3
NO OF
PRICE RESPONDENTS 7 4 1 3 2 3
4 2
2 0 4 9 4 3 82 13.7
AFTER SALES NO OF
SERVICE RESPONDENTS 5 4 6 3 1 1
3 2 2
0 0 4 9 2 1 86 14.3
Table 2.1

Page 28 of 47
RANK SCORE AS GIVEN BY THE RESPONDENTS,IN THE AGE GROUP OF 35-45

PRODUCT - 35 -
Refrigerator AGE GROUP 45

R R R R R R
RANKS 1 2 3 4 5 6
Total/
WEIGHT 6 5 4 3 2 1 6
FACTORS
T
NO OF OTA
FEATURES RESPONDENTS 9 4 3 0 2 2 L SCORE
5 2 1
4 0 2 0 4 2 92 15.3
NO OF
BRAND RESPONDENTS 5 2 3 1 4 5
3 1 1
0 0 2 3 8 5 68 11.3
NO OF
ASTHETICS RESPONDENTS 6 6 1 4 2 1
3 3 1
6 0 4 2 4 1 87 14.5
NO OF
FAMILY RESPONDENTS 7 5 3 2 3 0
4 2 1
2 5 2 6 6 0 91 15.2
NO OF
PRICE RESPONDENTS 5 4 5 1 3 2
3 2 2
0 0 0 3 6 2 81 13.5
AFTER SALES NO OF
SERVICE RESPONDENTS 8 4 3 2 1 2
4 2 1
8 0 2 6 2 2 90 15.0
Table 2.2

Page 29 of 47
RANK SCORE AS GIVEN BY THE RESPONDENTS,IN THE AGE GROUP OF 45-55

PRODUCT - 45 -
Refrigerator AGE GROUP 55

R R R R R R
RANKS 1 2 3 4 5 6
Total/
WEIGHT 6 5 4 3 2 1 6
FACTORS
T
NO OF OTA
FEATURES RESPONDENTS 7 5 6 1 1 0 L SCORE
4 2 2
2 5 4 3 2 0 96 16.0
NO OF
BRAND RESPONDENTS 4 2 3 2 4 5
2 1 1
4 0 2 6 8 5 65 10.8
NO OF
ASTHETICS RESPONDENTS 6 8 2 1 2 1
3 4
6 0 8 3 4 1 92 15.3
NO OF
FAMILY RESPONDENTS 7 5 3 2 3 0
4 2 1
2 5 2 6 6 0 91 15.2
NO OF
PRICE RESPONDENTS 6 5 2 2 3 2
3 2
6 5 8 6 6 2 83 13.8
AFTER SALES NO OF
SERVICE RESPONDENTS 9 5 1 2 3 0
5 2
4 5 4 6 6 0 95 15.8
Table 2.3

Page 30 of 47
RANK SCORE AS GIVEN BY THE RESPONDENTS,IN THE AGE GROUP OF 55-65 &
Above

PRODUCT -
Refrigerator AGE GROUP 55 - 65 & Above

R R R R R R
RANKS 1 2 3 4 5 6
Total/
WEIGHT 6 5 4 3 2 1 6
FACTORS
T
NO OF OTA
FEATURES RESPONDENTS 7 5 6 1 1 0 L SCORE
4 2 2
2 5 4 3 2 0 96 16.0
NO OF
BRAND RESPONDENTS 4 2 3 2 4 5
2 1 1
4 0 2 6 8 5 65 10.8
NO OF
ASTHETICS RESPONDENTS 6 8 2 1 2 1
3 4
6 0 8 3 4 1 92 15.3
NO OF
FAMILY RESPONDENTS 7 5 3 2 3 0
4 2 1
2 5 2 6 6 0 91 15.2
NO OF
PRICE RESPONDENTS 6 5 2 2 3 2
3 2
6 5 8 6 6 2 83 13.8
AFTER SALES NO OF
SERVICE RESPONDENTS 9 5 1 2 3 0
5 2
4 5 4 6 6 0 95 15.8
Table 2.4

Page 31 of 47
RANK SCORE AS GIVEN BY THE RESPONDENTS,IN THE AGE GROUP OF 15-25

PRODUCT -
Computer AGE GROUP 15 - 25 & Above

R R R R R R
RANKS 1 2 3 4 5 6
Total/
WEIGHT 6 5 4 3 2 1 6
FACTORS
T
NO OF 1 OTA
FEATURES RESPONDENTS 0 4 3 2 1 0 L SCORE
6 2 1
0 0 2 6 2 0 100 16.7
NO OF
BRAND RESPONDENTS 6 4 3 2 2 3
3 2 1
6 0 2 6 4 3 81 13.5
NO OF
ASTHETICS RESPONDENTS 8 6 1 0 2 3
4 3
8 0 4 0 4 3 89 14.8
NO OF
FAMILY RESPONDENTS 4 1 3 6 2 4
2 1 1
4 5 2 8 4 4 67 11.2
NO OF
PRICE RESPONDENTS 5 6 3 1 3 2
3 3 1
0 0 2 3 6 2 83 13.8
AFTER SALES NO OF
SERVICE RESPONDENTS 7 4 5 1 3 0

Page 32 of 47
 4 2 2
2 0 0 3 6 0 91 15.2

Table 3.1

RANK SCORE AS GIVEN BY THE RESPONDENTS,IN THE AGE GROUP OF 25-35

PRODUCT -
Computer AGE GROUP 25 - 35 & Above

R R R R R R
RANKS 1 2 3 4 5 6
Total/
WEIGHT 6 5 4 3 2 1 6
FACTORS
T
NO OF OTA
FEATURES RESPONDENTS 9 3 2 2 3 1 L SCORE
5 1
4 5 8 6 6 1 90 15.0
NO OF
BRAND RESPONDENTS 9 5 2 3 1 0
5 2
4 5 8 9 2 0 98 16.3
NO OF
ASTHETICS RESPONDENTS 5 6 3 1 3 2
3 3 1
0 0 2 3 6 2 83 13.8
NO OF
FAMILY RESPONDENTS 3 3 2 6 2 4

Page 33 of 47
 1 1 1
8 5 8 8 4 4 67 11.2
NO OF
PRICE RESPONDENTS 9 5 2 0 2 2
5 2
4 5 8 0 4 2 93 15.5
AFTER SALES NO OF
SERVICE RESPONDENTS 6 5 3 2 3 1
3 2 1
6 5 2 6 6 1 86 14.3
Table 3.2

RANK SCORE AS GIVEN BY THE RESPONDENTS,IN THE AGE GROUP OF 35-45

PRODUCT -
Computer AGE GROUP 35 - 45 & Above

R R R R R R
RANKS 1 2 3 4 5 6
Total/
WEIGHT 6 5 4 3 2 1 6
FACTORS
T
NO OF OTA
FEATURES RESPONDENTS 5 9 1 2 1 2 L SCORE
3 4
0 5 4 6 2 2 89 14.8
NO OF
BRAND RESPONDENTS 7 4 3 5 1 0
4 2 1 1
2 0 2 5 2 0 91 15.2
NO OF
ASTHETICS RESPONDENTS 6 5 1 3 3 2
Page 34 of 47
 3 2
6 5 4 9 6 2 82 13.7
NO OF
FAMILY RESPONDENTS 6 6 2 1 2 3
3 3
6 0 8 3 4 3 84 14.0
NO OF
PRICE RESPONDENTS 8 4 1 2 3 2
4 2
8 0 4 6 6 2 86 14.3
AFTER SALES NO OF 1
SERVICE RESPONDENTS 6 0 1 1 2 0
3 5
6 0 4 3 4 0 97 16.2
Table 3.3

RANK SCORE AS GIVEN BY THE RESPONDENTS,IN THE AGE GROUP OF 45-55

PRODUCT -
Computer AGE GROUP 45 - 55 & Above

R R R R R R
RANKS 1 2 3 4 5 6
Total/
WEIGHT 6 5 4 3 2 1 6
FACTORS
T
NO OF 1 OTA
FEATURES RESPONDENTS 0 9 1 2 1 2 L SCORE
6 4
0 5 4 6 2 2 119 19.8
NO OF
BRAND RESPONDENTS 8 3 4 3 2 0
Page 35 of 47
 4 1 1
8 5 6 9 4 0 92 15.3
NO OF
ASTHETICS RESPONDENTS 7 5 2 1 3 2
4 2
2 5 8 3 6 2 86 14.3
NO OF
FAMILY RESPONDENTS 6 8 2 1 0 3
3 4
6 0 8 3 0 3 90 15.0
NO OF
PRICE RESPONDENTS 9 4 2 3 1 1
5 2
4 0 8 9 2 1 94 15.7
AFTER SALES NO OF
SERVICE RESPONDENTS 8 9 0 2 1 0
4 4
8 5 0 6 2 0 101 16.8
Table 3.4

RANK SCORE AS GIVEN BY THE RESPONDENTS,IN THE AGE GROUP OF 55-65 &
Above

PRODUCT -
Computer AGE GROUP 55 - 65 & Above

R R R R R R
RANKS 1 2 3 4 5 6
WEIGHT 6 5 4 3 2 1 Total/

Page 36 of 47
 6
FACTORS
T
NO OF 1 OTA
FEATURES RESPONDENTS 0 9 1 2 1 2 L SCORE
6 4
0 5 4 6 2 2 119 19.8
NO OF
BRAND RESPONDENTS 8 3 4 3 2 0
4 1 1
8 5 6 9 4 0 92 15.3
NO OF
ASTHETICS RESPONDENTS 7 5 2 1 3 2
4 2
2 5 8 3 6 2 86 14.3
NO OF
FAMILY RESPONDENTS 8 5 3 2 1 1
4 2 1
8 5 2 6 2 1 94 15.7
NO OF
PRICE RESPONDENTS 9 3 2 1 2 3
5 1
4 5 8 3 4 3 87 14.5
AFTER SALES NO OF
SERVICE RESPONDENTS 8 5 3 1 2 1
4 2 1
8 5 2 3 4 1 93 15.5
Table 3.5

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Findings

CTVs

 Among the age group of 15-25,they preferThe Features & Price of a CTV before
buying,though this group is not the direct customer,but their views are also important,while a
family is taking a collective decision,to buy a CTV.

 The age group of 25-35 is a major purchasing group for CTVs,as this group is of the young
adults,who as per the study has givenFeatures,Brand &Family preferencees as overall Rank
1,2,& 3 respectively

 The age group of 35-45 is also the major purchaser of CTVs as the major purchase
decisions are taken by this age group,in the Indian family structure,this group should be
given preference

Refrigerators

 The age group of 25-35,is the major purchaser of refrigerators,& they had given preference
towards,Aesthetics,Brand & Features respectively.

 The age group of 35-45 is also the major purchaser of refrigerators,they had expressed their
preference towards,Brand,Family Prefference & After Sales Service

Computers

 For computers,the major purchaser group is the age-group of 15-25 & 25-35 respectively,
they had experessed Their preference towards.
 The preference of the 15-25 age group has ranked Features,Asthetics & Brand as their 1st ,2nd
& 3rd preference respectively.
 The age group of 25-35 has ranked Brand,Features & Price as their first three ranks
respectively.

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Page 40 of 47
Suggestions & Recomendations

General Suggestions ( On which the study can be proceeded further,in details)

• Different requirements to address urban and rural population.

• Products need to address Indian working environment.

• Innovation in Advertising and Promotions.

• Advertisements should focus more on factors other than price,like After Sales Services.

• The distribution channel should be even stronger,even in rural areas.

• Growing urbanization,& increase in the number of nuclear families are creating a huge wave
of opportunities for the Consumer durable market.This trend is also very much prevalent in
Kolkata,thus marketers should emphasize on the major factors affecting consumers purchase
decision,so that they can create an visibility & positive image in the mind of the customer

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Page 42 of 47
Limitations :

The study is expected to give meaningful insights but can still suffer from some basic
limitations as mentioned below

1. Time Constraint

As the time given to complete the project is lesser than actual time required to
complete similar studies,the quality of findings may get affected.

2. Sample Size

The sample size estimated is 100 (hundred),thus the findings from the same
may not be reperesentative of the actual population.

3. Classifying Income Segments

Getting required number of respondents belonging to each Income segment

may be tough. As unless somebody is filling up the questionnaires, its not
possible to accurately guess the Income class the respondent is belonging to.

4. Respondent’s Bias

Some respondents may not state their actual income,& thus

under/overstatement of the same is possible. Moreover some respondents might
also not state their actual reasons while making purchase decisions (eg
Price),due to their ego states.

All the above limitations can affect the actual collected data, but care has been taken
to minimize such discrepancies.

Above all the limitations this study is expected to be useful with minimum possible
errors & discrepancies.

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Page 44 of 47
Literature Review

Newspapers

The Economic Times/Brand Equity

The Telegraph/Metro
The Businessline/Brandline

Magazines

The Businessline
The Gadget Guru

Books

Consumer Behaviour published by ICFAI Publications

Integrated marketing Communications published by ICFAI Publications
Consumer Behavior , Text and Cases.by Satish Batra and S.H.H.Kazmi

Websites

www.markettrends.com
www.indianbrandequity.co.in
www.consumerternds.net
www.marketchoice.net

Professionally Supported by

Mr Biswarup Samanta ( Mentor & Faculty IT INC Dum Dum)

Note : As the study is mostly done on primary data,thus no part of any secondary data is duplicated or reproduced.

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