CONSUMER BUYING BEHAVIOR

FOR WASHING MACHINE

MARKETING RESEARCH
QUESTIONNAIRE
FOR PRE-PURCHASE BEHAVIOUR TOWARDS WASHING MACHINE Name Age Gender ________________________ ________________________ ________________________

Please mark a tick in the appropriate box of your choice. OBJECTIVE I: To find out the factors influencing the consumers purchase behavior towards washing machine

Likert Scale: 1. Strongly Agree 2. Agree 3. Neutral 4. Disagree 5. Strongly Disagree

S. No. 1 2 3 4 5

STATEMENTS Price is an important factor before purchase of any washing machine. A well established brand name plays an important role in the purchase decision. Purchase is affected by dealers or sales persons suggestion. Purchase is influenced by family & friends opinions. Purchase is given preference during festive season to avail offers & discounts.

6
7 8 9 10 11

Celebrity endorsements influence the buying behavior.

After sale services is an important criterion for deciding upon which washing machine to buy. Durability/longevity plays an important role in purchase decision. People prefer to buy during exchange offers. Washing machine can serve as status/luxury symbol. Amount of water consumption & washing powder consumption affect purchase decision.

OBJECTIVE II: To study the most preferred brand of washing machine.

Brand Name Whirlpool LG IFB Preference

Samsung
Videocon Electrolux Any other

OBJECTIVE III: To study the most preferred type of washing machine.

Type of Washing machine Top loading manual functioning Top loading automatic Front loading semi-automatic Front loading fully automatic Preference

OBJECTIVES OF THE STUDY

OBJECTIVE I: To find out the factors influencing the consumers purchase behavior towards washing machine. OBJECTIVE II: To study the most preferred brand of washing machine. OBJECTIVE III: To study the most preferred type of washing machine.

RESEARCH METHODOLOGY

Nature of Research: Quantitative type of research has been used, as all the data collected via survey is based on numerical figures. Therefore, the study was descriptive in nature with survey method being used to complete the study. Types of questions The questions were straight forward & self-administered with the view to obtain maximum information from the respondents. Data Collection Primary Data- has been collected through the questionnaire keeping in mind that the answers of respondents are relevant, accurate & unbiased. Secondary Data- consists of information that already exists like research papers & journals, to understand the consumer behavior for washing machine.

Sample Design: Sample Size: The sample size was 50 consumers. The population included washing machine users from Crossings Republik, Ghaziabad. The data was collected through personal contact. Sampling element included individual respondents.

Sampling Unit: The respondents who were asked to fill the questionnaire are the Sampling Unit. These comprises of males & females; house makers or working. Area Selected: Consumers of Crossings Republik, Ghaziabad using washing machines (Semi Urban Consumers) were selected for the survey.

Period of The Study: The present study has been conducted during September 2013.
Tools for Data Collection: Self-designed Questionnaire was used for collecting data from the respondents. The data was collected on a scale of 1 to 5 where 1 indicated Strongly Agree and 5 indicated Strongly Disagree with the statement. Tools for Data Analysis: Item to total correlation was applied to check the internal consistency of the questionnaires. The measure was standardized through computation of reliability and validity. Factor analysis was applied to identify the under lying factors.

RESULT AND DISCUSSION

Internal Consistency Test Iterative item to total correlation was applied on the responses received from the total sample of consumers. The items having higher correlation coefficient value than the cut off value were retained for further analysis. There were 11 items out of which all were accepted in the final Purchasing Behavior measure except 1 i.e. Family & Friends opinion.

CONTD.

Reliability Test Reliability tests were applied on the purchasing behavior measure using SPSS and the value of Cronbach Alpha reliability coefficient was found to be 0.905. Factor Analysis Principal Component factor analysis with Varimax rotation and Kiser normalization was applied. The factor analysis of Purchasing Behavior converged 20 items into 5 factors.

ITEM TO TOTAL CORRELATION CALCULATED VALUE

Standard value

For the sample size of 50 students r = Square root of {3.8416/(1+n)}

r = 3.8416/51.8416 r = 0.2722

RESULTS OF ITEM TO TOTAL CORRELATION

S. No 1 2 3 4 5

Statements Price Brand Name Dealers suggestion Festive seasons Celebrity endorsements

Values 0.487672

0.473511
0.394730 0.866067 0.443142 0.663138 0.536370 0.461431

6
7 8 9 10

After Sales Service

Durability/Longevity Exchange offers Status/Luxury symbol Amount of water & washing powder consumption

0.679464
0.736007

FACTOR ANALYSIS(KMO VALUE)

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .871

df

190

Sig. .000

Showing Results of Factor Analysis (Purchasing Behavior)

Factor name 1.Quality Total 7.481 Eigen value % Of Variance 37.404 Variable convergence Mileage Price Brand Comfort and safety CNG and GPS Security Spare parts Power steering After sales service 2. Reliability 1.750 8.752 Pickup appearance Maintenance cost 3. Automation 1.321 6.604 Automatic gearing system Button start Open roof Loading .688 .685 .670 .617 .613 .574 .554 .516 .477 .798 .708 .659 .742 .670 .668

4. Safety

1.203

6.013

ABS Ground clearance

Hybrid technology Radial tyres

.751 .602
.533 .519 .885

5.SIZE

1.013

5.065

Bigger size

CONCLUSION

From the study it was concluded that the factors Quality, Reliability, Automation, Safety and size affects the overall buying behavior of the consumer.