intercontinental journal of marketing research review

Transcription

ISSN 2321-0346
Volume 1, Issue 1 (March, 2013)
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
A Peer Reviewed International Journal
IJMRR
SR. NO.
P A R T I C U L A RS
“THE IMPACT OF NOKIA BRAND EXTENSION ON BRAND
PERSONALITY” - AN EXPERIMENTAL STUDY
2.
3.
PAGE NO.
1-6
1.
http://www.icmrr.org
Peer Reviewed Journal of Inter-Continental Management Research Consortium
INTERCONTINENTAL JOURNAL OF
MARKETING RESEARCH REVIEW
M.MOHAMED RIAZ P.KANNAN
A STUDY ON BUYING BEHAVIOUR OF RURAL CONSUMERS
ABOUT BROWN GOODS WITH REFERENCE TO DVD PLAYER
IN NAMAKKAL DISTRICT
Dr. R. VIJAYAKUMAR
INFLUENCE OF ADVERTISEMENT ON HEALTH DRINK PURCHASE
AMONG CHILDREN WITH SPECIAL REFERENCE TO ERODE
DISTRICT
Dr.A.MAHADEVAN
7-20
21-25
G.K.KAVITHA R.SHIVASANGARI
A STUDY ON CUSTOMER PERCEPTION TOWARDS BAJAJ BIKES AT
SPECIAL REFERENCE WITH AADHITYA MOTORS
4.
26-55
S.ANANDKUMAR
5.
A STUDY ON CUSTOMER SATISFACTION IN SHRI KANNAN
DEPARTMENTAL STORE, ERODE
56-79
MUTHUMANIKANDAN.P
6.
TO STUDY ABOUT THE CONSUMER AWARENESS OF NUTRIENT
WATER WITH SPECIAL REFERENCE TO TATA WATER PLUS
80-97
S.KALAIARASAN
7.
A STUDY ON CUSTOMER OPINION TOWARDS PRODUCTS AND
SERVICES OF ING VYSYA WITH SPECIAL REFERENCE TO
COIMBATORE.
P.RAVI KUMAR
98-115
ISSN 2321-0346
IJMRR
“THE IMPACT OF NOKIA BRAND EXTENSION ON BRAND PERSONALITY” - AN
EXPERIMENTAL STUDY
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M.MOHAMED RIAZ 1 P.KANNAN 2
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Research Scholar,
Assistant Professor Department of Management Studies, Annai Mathammal Sheela Engineering College,
Namakkal
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ABSTRACT
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In recent years, there has been increased interest in the brand personality construct as its strategic importance has
become more apparent. Brand personality is defined as “the set of human characteristics associated with a brand”
(Aaker, 1997, p.347). A distinctive brand personality can help create a set of unique and favorable associations in
consumer memory and thus build and enhance brand equity (Keller, 1993, Johnson et al., 2000” Phau and Lau,
2000).
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The intended contribution of the study is three-fold. First, in terms of theoretical development, the study links
together two important research streams (brand personality and brand extensions) thus providing insights into how a
brand‟s personality is affected by the characteristics of an extension. Second, the study provides additional evidence
on the generalizability of Aaker‟s (1997) brand personality scale by examining the stability of the five brand
personality dimensions in a different empirical setting. Third, the study findings should be of relevance to
practioners, for whom it is important to gauge the impact that different types of brand extension will have on brand
personality in order to facilitate the development, reinforcement, and protection of its key differentiating
characteristics.
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Key words: Brand personality, Brand Extension, Brand Quality, Familiarity.
1.INTRODUCTION
In recent years, there has been increased interest in the brand personality construct as its strategic importance
has become more apparent. Brand personality is defined as “the set of human characteristics associated with a
brand” (Aaker, 1997, p.347). A distinctive brand personality can help create a set of unique and favorable
associations in consumer memory and thus build and enhance brand equity (Keller, 1993, Johnson et al., 2000” Phau
and Lau, 2000).
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The intended contribution of the study is three-fold. First, in terms of theoretical development, the study links
together two important research streams (brand personality and brand extensions) thus providing insights into how a
brand‟s personality is affected by the characteristics of an extension. Second, the study provides additional evidence
on the generalizability of Aaker‟s (1997) brand personality scale by examining the stability of the five brand
personality dimensions in a different empirical setting. Third, the study findings should be of relevance to
practioners, for whom it is important to gauge the impact that different types of brand extension will have on brand
personality in order to facilitate the development, reinforcement, and protection of its key differentiating
characteristics.
2. LITERATURE REVIEW
2.1Brand personality
Aaker (1997) defines brand personality as “a set of human characteristics associated to a brand”. Brand
personality mainly comes from three sources: the first one is the association consumers have with a brand, Secondly,
the image a company tries to create, and the third is about the product attributes.
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2.2 Dimensions of Brand Personality
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The Dimensions of Brand Personality of Jennifer Aaker is a framework to describe and measure the
"personality" of a brand in five core dimensions, each divided into a set of facets. The five core dimensions and their
facets are:
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1. Sincerity (Friendly, honest, genuine, cheerful)
2. Excitement (Daring, trendy, imaginative, up-to-date)
3. Competence (Reliable, Secure, intelligent)
4. Sophistication (Glamorous, upper-class, charming)
5. Ruggedness (Tough, masculine, outdoorsy, rugged)
2.3 Extension fit and brand personality
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Extension research has largely relied on categorization theory as the underpinning theoretical rationale behind
its investigations (kardes and Allen, 1991; Park et al., 1993). When extending a brand the transfer of brand
associations is largely determined by categorization judgments, i.e. whether the consumer accepts the new extension
as being a suitable member for the brand category (Park et al., 1989, 1991).
More specifically, good fit between the extension and the core brand implies that the extension is perceived to be
consistent with the core brand (Park, Milberg and Lawson,1991; Serra, Vieira and Gonzalez, 1999) resulting in
small if any changes in the location of the core brand on the five personality dimensions. Conversely, poor fit could
result in a perceived inconsistency between the core brand and that of the extension (Bhat and Reddy, 2001; Park,
Milberg and Lawson, 1991). Such inconsistency may be manifested in material shifts in the scores on some brand
personality dimensions.
2.4 Core brand quality and brand personality
Quality can be defined as actual superiority or excellence (Zeithaml, 1988), whereas perceived quality refers
to consumer‟s intangible perceptions or judgments of the overall quality or superiority of a product or service-their
overall feeling about the product (Zeithaml, 1988; Keller, 1993). Brands that have successfully developed “distant”
(i.e. poor-fitting) extensions without any discernible effect on the core brand are invariably high-quality brands.
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Virgin (from music to airlines) and Amul (from ice-cream to pizza) are notable cases in point. These examples also
suggest that the perceived quality of the core brand may moderate the effect of fit on its personality.
Brand personality assessments are expected to be affected by consumers‟ brand knowledge and familiarity
(Alba and Hutchinson, 1987; Peracchio and Tybout, 1996). In this context, it has been noted that “the degree to
which consumers believe that a brand possesses personality traits relevant to its performance appears to be related to
how well they „know‟ the brand” (Hayes et al., 2001, p. 4). Accordingly, and consistent with prior extension
research, incorporate brand familiarity as a control variable in my study.
3. OBJECTIVES
1. To measure the brand personality, core brand quality and brand familiarity of Nokia brand.
2. To find out the perceived fit of Nokia brand extension.
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3. To identify the impact of Nokia brand extension on brand personality.
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4. RESEARCH METHOD AND EXPERIMENTAL DESIGN
2.5 Brand familiarity
A before-after experimental design with control was used to test the research hypotheses. This is a “true”
experimental design which “does an excellent job of controlling for rival hypotheses such as history and maturation”
(Christensen, 1988, p.247): it is also known as the pretest-posttest control group design (Campbell and Stanley,
1963).
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Three (randomly assigned) groups were included in the design, namely:
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(1) A treatment group exposed to an extension with good fit;
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(2) A treatment group exposed to an extension with poor fit: and
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(3) A control group not exposed to the experimental stimulus.
Procedure:
Subjects were 100 students at a higher secondary level. Each subject was randomly assigned to one of the three
conditions (i.e. good fit, poor fit, and control). All three groups were balanced in terms of size. A classroom setting
was chosen to reduce subject mortality, given that repeated administrations of the research instrument were
necessary. In the first administration, all subjects were given an identical questionnaire and were asked to complete
Aaker‟s (1997) brand personality scale in relation to the brand of interest. Subjects were also asked to evaluate core
brand quality and indicate their degree of brand familiarity using established scales (see “Measures” section). One
week later, two groups (randomly selected) were exposed to two brand extensions (one per group, randomly
allocated), while the third group served as control. All three groups were subsequently asked to complete Aaker‟s
(1997) brand personality scale again, while the two treatment groups were also asked to evaluate the fit of the
extension to which they had been exposed.
Stimuli:
The Nokia brand was used as the focal brand in studying the impact of extension introductions on brand personality.
This particular brand was chosen because:
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It is a well-known and long-established brand in India, and thus familiar to the respondents;
Nokia‟s target market includes the subjects participating in the study as potential customers, hence
enhancing the external validity of the study.
Measures:
The measures for all constructs in the study (i.e. brand personality, extension fit, and core brand quality and brand
familiarity) were drawn from previous research.
Brand personality: Aaker‟s (1997) five dimension brand personality scale was used as the dependent variable in
the study, however, one trait (“Western”) under the “Ruggedness” dimension had to be dropped, as it was found to
be highly ambiguous in both pretests.
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Extension fit: This was captured by the (random) assignment of the subjects to the Tablet PC (good fit) and T-shirt
(poor fit) conditions based on the pretests of the extension stimuli. This approach treats fit as a manipulated variable
and resembles “a manager‟s decision to extend or not to extend a brand into a given product category” (Klink and
Smith, 2001, p.332). In addition, subjects exposed to the two extensions were also asked to complete Keller and
Aaker‟s (1992) scale of perceived fit.
Two hypothetical extensions were developed for inclusion in the experiment, The Tablet PC was chosen as the
“good-fit” extension and the T-shirt as the “poor-fit” extension.
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Core brand quality: A three-item scale based on Keller and Aaker (1992) was used to evaluate the quality of the
Nokia brand as perceived by the study subjects.
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Brand familiarity: A three-item scale based on Steenk amp et al (2003) was employed to measure brand
familiarity.
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Hypothesis Framed
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1. H1: The better the fit between the extension and the core brand, the smaller the change in brand personality
dimensions following the introduction of the extension.
2. H1: The higher consumer‟s evaluations of core brand quality, the lesser the impact of fit on brand personality
dimensions.
3. H1: There is no significant difference in the mean score of Perceived fit based on type of fit.
5. FINDINGS AND IMPLICATIONS
Demographic Information:
Majority of the respondents are male, most of the respondents are in the age of 16 yrs, most of the respondents
Father‟s occupation is Businessman, and most of the respondent‟s monthly parental income is between Rs 5000 to
10000.
Rational Information:
Majority of the respondents are using mobile phone for Sms, most of the respondents are currently using 2G
phones, spending monthly Rs. 100 to 200 for mobile phone, most of the respondents are using Nokia mobile phone
and most of the respondents are selecting mobile for Style/Design and using Nokia mobile for once.
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Brand Personality:
All five brand personality dimensions exhibit good reliability. There is significant difference in the
means of the Tablet Pc, T-Shirt and Control group on any brand personality dimension; this confirms the initial
comparability of the (randomly assigned) groups.
Brand Quality:
The reliability statistics for Nokia Brand Quality is moderate and the Nokia brand quality score is high compared
to the Nokia Brand Familiarity.
Brand Familiarity:
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The reliability statistics for Nokia Brand Familiarity is low and the Nokia Brand Familiarity score is moderate.
Perceived Fit:
It can be seen that Nokia scores highly on the “Competence” dimension and receives the lowest scores on
the “Ruggedness” dimension. This pattern is consistent with the brand values emphasized by Nokia.
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The reliability statistics for Nokia Tablet Pc (Good fit) is high and T-Shirt (Bad fit) is low and Subjects exposed
to the Tablet Pc extension scored significantly higher on the perceived fit measure (mean = 3.71, SD = 0.82), than
subjects exposed to the T-Shirt extension (mean = 2.70, SD = 0.72). The Perceived fit score varies according to their
type of fit.
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Impact of Nokia Brand Extension on Brand Personality:
With Model 1, the equation with “Sincerity” as the dependent variable returned a significant result (R 2 = 0.087,
F = 9.347, ρ = 0.003), with significant coefficients for FIT1 (β1 = 0.295, ρ = 0.003) and also the “Sophistication” as
the dependent variable returned a significant result
(R 2 = 0.050, F = 5.204, ρ = 0.025), with significant
coefficients for QUALITY (β2 = 0.225, ρ = 0.025). The regression equations for the other brand personality
dimensions (i.e. “Excitement”, “Competence”, “Ruggedness”) all failed to reach significance (ρ > 0.05), thus
providing no evidence of differential changes in brand personality for the respective dimensions as a result of being
exposed to extensions of varying fit (H1). A moderating influence of core brand quality (H2) could be established.
Hence the “Sincerity” and “Sophistication” dimensions are affected by changes in Fit and Quality.
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Estimation of Model 2, the equation with “Sincerity” as the dependent variable returned a significant
result (R2 = 0.074, F = 7.794, ρ = 0.006), with significant coefficients for PERCEIVED FIT (β 1 = 0.271, ρ = 0.006)
and the “Sophistication” as the dependent variable returned a significant result (R 2 = 0.90, F = 4.825, ρ = 0.10) with
significant coefficients for QUALITY (β2 = 0.243, ρ = 0.014) and PERCEIVED FIT (β3 = -0.201, ρ = 0.041). The
regression equations for the other brand personality dimensions (i.e. “Excitement”, “Competence”, “Ruggedness”)
all failed to reach significance (ρ > 0.05), thus providing no evidence of differential changes in brand personality for
the respective dimensions as a result of being exposed to extensions of varying fit. Hence the “Sincerity” and
“Sophistication” dimensions are affected by changes in Quality and Perceived fit.
6. CONCLUSION
The current study has sought to contribute to the study on impact of Nokia brand extension on brand
personality. This helps in explaining how high-quality brands are able to extend its brand. The study finds that brand
extension influences the brand personality. Aaker‟s five brand personality dimensions were used to measure the
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impact of brand extension. The observed positive link between core brand quality and two out of five brand
personality dimensions also have practical implications. Only two dimensions Sincerity and Sophistication are
impacted due to brand personality. It is concluded that changes in brand personality occurs as a result of brand
extension.
7. REFERENCES

Aaker, D.A. (1996), Building Strong Brands, Free Press, New York, NY, pp. 136-74.

Aaker, D.A. (1997), “Dimensions of brand personality”, Journal of Marketing Research, Vol.34, pp. 34756.

Alba, J.W. and Hutchinson, J.W. (1987), “Dimensions of consumer expertise”, journal of Consumer
Research, Vol. 13 no.3, pp. 55-9.

Bhat, S. and Reddy, S.K. (2001), “The impact of parent brand attribute associations and affect on brand
extension evaluation”, Journal of Business Research, Vol. 53, pp. 111-22.

Campbell, D. and Stanley, J. (1963), Experimental Designs and Quasi-Experimental Designs for Research,
Rand McNally, Chicago, IL.

Christensen, l.B. (1988), Experimental Methodology, 4 th ed., Allyn & Bacon, Boston, MA.

Hayes, J.B., Capella, L.M. and Alford, B.L. (2001), “Summary brief- the brand personality as a basis for
consumer-brand relationships”, Proceedings of the Academy of Marketing Science Conference, Cardiff.

Kardes, F.R. and Allen, C.T. (1991), “Perceived variability and inferences about brand extensions”,
Advances in Consumer Research, Vol.18, pp. 392-8.
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Keller, K.L., (1993), “Conceptualizing, measuring and managing customer-based brand equity”, Journal of
Marketing, Vol. 57, pp. 1-22.
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Keller, K.L. and Aaker, D.A. (1992), “The effects of sequential introduction of brand extensions”, Journal
of Marketing Research, Vol. 29, February, pp. 35-50.

Park, C.W., Milberg, S.J. and Lawson, R. (1991), “Evaluations of brand extensions: the role of product
feature similarity and brand concept consistency”, Journal of Consumer Research, Vol. 18 No. 2, pp. 18593.

Serra, E.M., Vieira, J.M.C. and Gonzalez, J.A.V., (1999), Brand extensions effects on attitudes and brand
beliefs, Proceedings of the 28th European Marketing Academy Conference, 1-20.

Zeithaml, V.A. (1988), “Consumer perceptions of price, quality and value: a means-end model and
synthesis of evidence”, Journal of marketing, Vol. 52, pp. 2-22.
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A STUDY ON BUYING BEHAVIOUR OF RURAL CONSUMERS ABOUT BROWN
GOODS WITH REFERENCE TO DVD PLAYER
IN NAMAKKAL DISTRICT
Dr. R. VIJAYAKUMAR
IJMRR
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HOD, Department of Management Studies
Vidyaa Vikas College of Engineering & Technology
Tiruchengode – 637 214.
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ABSTRACT
Many leading consumer durable companies are now increasing their presence in rural India. More than
60% of the populations were living in rural India. Today, India‟s consumer market ranks 12th in the world and is
on par with Brazil. It is expected to surpass that of Germany by 2025, thus becoming the 5 th largest consumer
market in the world behind the United States, Japan, China, and United Kingdom. Rural consumers are careful
buyers and weigh options carefully and possibly demand higher value for money compared to urban consumers.
Today, Durable goods companies sold more than 50 % of their goods in the rural area. Most of the durable
goods companies want to capture the rural market. DVD player plays an important role in the consumer‟s life,
especially in the rural consumer. They will purchase the DVD player to hear the Music, to see the old and new
films, to educate their children‟s, to see their past happiest movements like their marriage day/birth day, etc. The
rural market is very large in compare to the urban market as well as it is more challenging market.
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1. INTRODUCTION:
The father of our nation Mahatma Gandhi rightly stated that India lives in villages and villages
constitutes the heart of India. A survey carried out by RMAI has revealed that 59 percent of durables sales come
from rural markets. Many leading consumer durable companies are now increasing their presence in rural India.
More than 60% of the populations were living in rural India.
A DVD player is a device that plays discs produced under both the DVD-Video and DVD-Audio technical
standards, two different and incompatible standards. Some manufacturers originally announced that DVD players
would be available as early as the middle of 1996. The first players appeared in Japan in November, 1996, followed
by U.S. players in March, 1997, with distribution limited to only 7 major cities for the first 6 months. Players slowly
trickled in to other regions around the world. Prices for the first players in 1997 were $1000 and up. By the end of
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2000, players were available for under $100 at discount retailers. In 2003 players became available for under $50.
The leading players of DVDs are Aiwa, Denon, JVC, Kenwood, Madrigal, Marantz, Nakamichi, Onkyo, Toshiba,
Yamaha, Sony, LG, Panasonic, Sharp and others.
The Indian DVD players market1 has remained flat in the year 2010. The organized sector is declining and
the unorganized (including the gray market) is gaining ground, from a ratio of 80:20 in 2009, it has become 75:25 in
2010. Philips, LG, and Onida together dominated the market in 2010 with 49 percent share, with sales of 900,000,
800,000, and 500,000 units respectively. Sales for Samsung, Sony, and Modern Retail counters (including Koryo,
which had sales of 100,000 units in 2010) were in the vicinity of 250,000-300,000 units each. Videocon and Oscar
had a sales level of 200,000 units each. Other aggressive players in the organized segment include Intex, Moser
Baer, Panasonic, Mitashi, and T-Series. Weston, Daenyx, BPL, and Salora are also present in this segment. As a
strategy, Videocon, TCL, and Godrej have steadily exited from this segment.
Table 1 - Sales [in units] and Market Share of the DVD player
Product
Indian Market Dynamics
Market Share (in %)
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Philips
900,000
LG
800,000
0nida
500,000
11.0
Samsung
300,000
7.0
250,000
5.5
225,000
5.0
200,000
4.5
Oscar
200,000
4.5
Intex
150,000
3.0
Mitashi
150,000
3.0
Panasonic
150,000
3.0
Moser Baer
150,000
3.0
Others
525,000
Source: TV Veopar Journal, April 2011
12.5
Modern Retail
P Videocon
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Sony
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Sales (in Units)
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20.0
18.0
TV Veopar Journal, An ADI Media Publication, April 2011,p. 66.
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Growth of Rural Market
“1% of rural India is more than a million households.”
- From the Census of India.
Today, India‟s consumer market ranks 12th in the world and is on par with Brazil. It is expected to
surpass that of Germany by 2025, thus becoming the 5 th largest consumer market in the world behind the United
States, Japan, China, and United Kingdom. Rural consumers are careful buyers and weigh options carefully and
possibly demand higher value for money compared to urban consumers.
V. Ramachandran, Director, Sales and Marketing, LG Electronics, said that rural markets were
untouched by the electronic slowdown and would “contribute in a major way in durable sales”. For the premium
products category: however, the company decided to continue its focus on urban markets as the company have
an attractive 15 % growth there, reporting a turnover of Rs. 5.2 trillion in 2010. This achievement was supported
by the sales of three products -- the panel LC) television, air-conditioners and refrigerators.
By 2025, India will triple its income level and will become the fifth largest consumer market, climbing
from its current position at 12. A lot of this wealth will be created in the urban areas but even the rural
households will benefit. The real annual income for rural households will move from 2.8 percent in the past two
decades to 3.6 percent in the next two. This was stated in a report by McKinsey and Company named „The „Bird
of Gold‟: The Rise of India‟s Consumer Market‟.
India‟s rural consumer durable market will witness an annual growth of 40 per cent in the next fiscal
2011-12, as against the current growth rate of 30 percent owing to the change in lifestyle and higher disposable
income of rural India which has fascinated the consumer durable market according to a study “Rise of Consumer
Durables in Rural India” undertaken by the ASSOCHAM.
“In 20 years the rural Indian market will be larger than the total consumer markets in countries such as
South Korea or Canada today, and almost four times the size of today‟s urban Indian market. The estimated size
of the rural market will be USD577 billion.”2
Scope of the Study
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Diagram 1 - Sales [in units] and Market Share
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In this study an attempt is made to find out the buying pattern of rural with special reference to selected
consumer electronic goods particularly DVD player. Also an attempt is made to determine the factors
responsible to select the durable goods in the rural areas. The scope of the study is restricted to study about the
DVD player. The study has been carried out in rural areas of Namakkal district.
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McKinsey & Company, “The bird of Gold: The Rise of Indian Consumer Market” McKinsey Global Institute,
May 2007.
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Now a day a lot of manufacturers including foreign collaborated companies have entered into the
durable market. They produce and sell more and more varieties and brands of durable goods. The most utilized
electronic goods are Mobile Phones, Televisions, MP3 Players, DVD Players, VCD Players, etc. In this dynamic
world, the perceptions of the consumers vary from time to time, place to place and product to product, especially
the rural consumers, because they are not aware about the goods when compare to the urban consumer. The most
liked brand of one day becomes the most unlike brand of another day. Such change in the consumer behaviour is
unavailable. As the time changes, the fashion too changes. The consumers want to be modern always. So, they
switch over from one brand to another brand very frequently. Unless the consumers are satisfied with the
soundness/durability of the product, the product will lose its share in the market. Hence, the study focuses on the
various aspects of buying pattern of the rural consumers.
OBJECTIVES OF THE STUDY
1. To study the buying behaviour of the rural consumers for brown goods with special reference to DVD
player in top five revenue villages in each Taluk of Namakkal District.
2. To know the factors responsible for selecting the DVD player.
3. To identify the demographic profile of the respondents.
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RESEARCH METHODOLOGY
STATEMENT OF THE PROBLEM
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The researcher has selected descriptive research for his research. The Researcher has collected both
primary and secondary data for the research. The primary data was collected from the consumers in rural areas of
Namakkal district. The primary data for the study was collected from April 2010 to February 2011.The
researcher has collected the data with the help of interview schedule, observation, etc. The details of blocks and
revenue villages in Namakkal was collected from the secondary source namely from the district collector office
and Block Development Offices in the each taluk of district, various web sites, journals and magazines, retail
show rooms, news paper, etc. Sample is the part of a target population, which is carefully selected to represent
the population. The researcher has selected Purposive sampling for his research. The Namakkal district is
purposively selected for the study. The rural area comprises 391 revenue villages fewer than 15 administrative
blocks. Initially top five revenue villages are selected from each administrative block at random. In each revenue
village, five respondents are purposively selected for the study. The total sample size for the study is 375
respondents (15X5 = 75, 75 X 5 = 375). Hence, the applied sampling technique is purposive sampling. The study
was mainly based on primary data and instrument for collecting the data was the interview schedule. The
interview schedule was pre-tested on a sample of 50 respondents. The pre-testing schedule has helped in
modifying some questions in the questionnaire. The statistical package for social sciences (SPSS version 9) has
been used to process the data with the help of computer. Simple percentage, Chi-square analysis, Factor analysis,
weighted average score, kendall‟s (w) coefficient of concordance test were used to analyse and interpret the data
in this research.
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LIMITATIONS OF THE STUDY
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2.
3.
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In Tamilnadu, the researcher has selected only one district for his research.
Researcher has selected only one brown goods for his research.
Families living below the poverty line were not included in this study.
Respondent bias i.e., respondents has taken much time to fill the interview schedule.
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REVIEW OF LITERATURE
Smith et al., (2009) 4examined in their article that the creative industries have frequently expressed concern
that they can't compete with freely available copies of their content. With respect to the impact of movie
broadcasts on piracy and sales, they find that movie broadcasts on over-the-air networks result in a significant
increase in both DVD player sales and illegal downloads for those movies that are available on Bit Torrent at the
time of broadcast. Together their results suggest that creative artists can use product differentiation and market
segmentation strategies to compete with freely available copies of their content. Specifically, the post-broadcast
increase in DVD player sales suggests that giving away content in one channel can stimulate sales in a paid
channel if the free content is sufficiently differentiated from its paid counterpart.
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Moon B Shin (2010)5 said in his felicitation that Consumer Electronics industry with estimated revenue of
35,000 crores in 2010 is set to grow 20% every year for next five years. The year 2010 for consumer durable
industry witnessed upcoming trends in the market with advanced and smart technologies for consumers. The
premium products are future growth drivers in consumer durables and electronics industry. The Indian consumer
has refined his buying behaviour. Consumer just does not want availability, they also demand better experience,
services, eco-environment, look, design of the products.
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Preeti Mehra (2011)3 in her article noted the UN report information‟s (The progress of the World Women –
2011 – 2012). She said that the maximum 60 per cent of the women in India have no say in simple decision
making in the rural family, but working women have distinct advantage over non working or unpaid working
women decision making for purchasing of consumer durable goods.
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Hui Sam K et al., (2008)65 examined in their article that the individual-level behavioural model captures the
.i
aggregate reorder sales of motion picture DVDs. The model is based on an optimal stopping framework. Starting
with the utility function of a forward-looking consumer, and allowing for consumer heterogeneity. Even under a
w
parsimonious specification for the heterogeneity distribution, our model recovers the typically observed temporal
w
pattern of DVD reorder and sales, a pattern which exhibits an exponentially increasing number of reorder units
w
before the release, peaks at release, and drops exponentially afterward. Using data provided by a major Internet
DVD retailer, he demonstrates a number of important managerial implications stemming from the model.
3
Preeti Mehra, “UN Report 2011 – 2012”, The Business Line, July 2011, p. 22.
4
Smith et al.,” Competing with Free: The Impact of Movie Broadcasts on DVD Player Sales and Internet Piracy”,
MIS Quarterly, June 2009, Vol. 33 Issue 2, pp.321-338.
5
Moon B Shin, “Man of Electronics” Award at CEAMA‟s 31st Annual Function, New Delhi, India, November 26,
2010, India.
6
Hui Sam K et al., “Modelling DVD Player Reorder and Sales: An Optimal Stopping Approach”, Marketing
Science, November/December 2008, Vol. 27 Issue 6, pp. 1097-1110.
11
ISSN 2321-0346
ANALYSIS AND INTERPRETATIONS OF DATA
Table 2 – Age Group of the Respondents
No. of
S.No.
Age
Percentage
Respondents
1
Less than 20 Years
25
06.70
2
21 – 40 Years
180
48.00
3
41 – 60 Years
142
37.90
4
61 Years & Above
28
07.50
Total
375
100.00
Source: Primary Data
The above table indicates that 6.7% of the respondents are comes under less than 20 years of age, 48%
of the respondents are belongs to 21 – 40 years, 37.9% of the respondents are belongs to 41 – 60 years of age,
7.5% of the respondents are belongs to 61 years and above.
Table 3 – Occupation of the Respondents
No. Of
S.No.
Occupation
Percentage
Respondents
1
Private Employee
94
25.10
2
Business / Profession
69
18.40
3
Government Employee
31
08.30
4
Agriculture
119
31.70
5
House Wife
46
12.30
6
Others
16
04.30
Total
375
100.00
It can be found from the table that 25.1% of the respondents are employees in private services, 18.4% are
Business or Professionals, 8.3% are employees in government services, 31.7% are doing agriculture, 12.3% are
house wife‟s and 4.3% are belongs to others.
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Table 4 – Income of the Respondents
No. Of
S.No.
Family Income
Percentage
Respondents
1
Below Rs. 5000
8
02.10
2
Rs. 5000 – 10,000
103
27.50
3
Rs. 10,001 – 15,000
70
18.70
4
Rs. 15,001 – 20,000
73
19.50
5
Rs. 20,001 – 25,000
59
15.70
6
Rs. 25,001 & above
62
16.50
Total
375
100.00
It is observed from the table that 2.1% of the respondent‟s family income is below Rs. 5000, 27.5% of
the respondent‟s family income is Rs. 5000 to Rs. 10000, 18.7% of the respondent‟s family income is Rs. 10001
to Rs. 15000, 19.5% of the respondents family income is Rs. 15001 to Rs. 20000, 15.7% of the respondents
family income is Rs. 20001 to Rs. 25000 and 16.5% of the respondents family income is Rs. 25001 and above.
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Table 6 - Gender of the respondents and their Need Recognition
H0: There is no significant association between Gender of the respondents and Need Recognition for
DVD player.
The above hypothesis can be tested using Chi Square Analysis.
Value
S.No.
Gender
Total
More
Less
106
116
222
1
Male
(65.80%)
(67.10%)
(66.50%)
55
57
112
2
Female
(34.20%)
(32.90%)
(33.50%)
Total
161
173
334
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Table 5 - User and Non – User of DVD Player
No. Of
S.No.
Particulars
Percentage
respondents
1
User
334
89.07
2
Non – user
41
10.93
Total
375
100.00
It is observed from the above table, 89.07 percent of the respondents were using the DVD players and
10.93% of the respondents are non-users.
Chi-square value
d.f
0.005
1
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Statistical inference
0.989p>0.05 Not significant
The above table shows that there is no significant association between gender and their need recognition
for DVD player. Hence Hypothesis (H0) is accepted. Further it is observed that the need recognition is more or
less same between the male and female respondents.
Table 7 - Number of Brands
w
S.No.
w
Number of Brands
Considered
No. Of
Respondents
Percentage
1
2
3
4
5
Only One
131
39.20
Two
104
31.10
Three
85
25.40
More than Three
14
04.20
Nil
0
00.00
334
100.00
Total
The above table shows the number of brands considered before purchase by the respondents. 41.9% and
1.3% of the respondents considered two brands and nil of television. 65.6% and 1.4% of the respondents were
considered three brands, only one and nil for the refrigerator. 44% of the respondents were considered two
brands of fan before the purchase. 49.1% of the respondents were considered two brands of Mixie before their
purchase. 37.3% of the respondents were considered only one brand of Grinder before their purchase.
13
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Table 8 - Brand Name of the DVD Player
No. of
S.No.
Brand Name
Percentage
Respondents
1
Samsung
18
05.40
2
Ondia
29
08.70
3
Sansui
5
01.50
4
Philips
69
20.70
5
Sony
97
29.00
6
LG
92
27.50
7
Other Brand
24
07.20
Total
334
100.00
Diagram 2 - Brand Name of the DVD Player
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The above table and diagram shows the brand name of the DVD player using by the respondents. 29% of
the respondents are using Sony DVD player, 27.5% of the respondents are using LG DVD player, 5.4% of the
respondents are using Samsung, and 1.5% of the respondents are using Sansui.
Table 9 - Number of Years
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S.No.
1
2
3
4
5
6
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Number of years using
the goods
Less than 2 Years
2 – 4 Years
4 – 6 Years
6 – 8 Years
8 – 10 Years
10 Years & Above
Total
No. of
Respondents
Percentage
80
145
61
32
16
16
334
24.00
43.40
18.30
09.60
04.80
04.80
100.00
The above table shows the number of years using the DVD player by the respondents. 43.40% of the
respondents are using the DVD player for 2 - 4 years. 24% of the respondents are using the DVD player for less
than 2 years. 4.80% of the respondents are using the DVD player 8 – 10 years and more than 10 years.
14
ISSN 2321-0346
Frequency Distribution of the Respondents Based on the Time of Purchase of the DVD Player
The frequency distribution of the respondents on the basis of the Time of purchase of the durable goods is
given in the following table.
Table 10 - Time of Purchase
Time of
No. Of
S.No.
Percentage
Purchase
Respondents
1
Festival
121
36.20
2
Off Season
65
19.50
3
Harvesting
29
8.70
4
Others
119
35.60
Total
334
100.00
The above table shows the time of purchase of the goods. 36.2% of the respondents were purchased
their DVD player at the time of festival. 35.6% of the respondents say they purchase their DVD player based on
their needs. 19.5% of the respondents say they purchase their DVD player in the off season and 8.7% of the
respondents buy the DVD players at the time of harvesting.
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Frequency Distribution of the Respondents Based on the Mode of Purchase of the DVD Player
Table 11 - Mode of Purchase
No. of
S.No.
Mode of Purchase
Percentage
Respondents
1
Cash Payment
321
96.10
2
Loan
0
0.00
3
Exchange Scheme
13
3.90
4
Others
0
0.00
Total
334
100.00
The above table shows mode of purchase of the goods by the respondents. 96.1% of the respondents
buy the DVD Player through cash payment and 3.9% of the respondents buy the DVD player in the exchange
scheme.
Table 12 - Factor Analysis model for identifying the sources
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KMO and Bartlett's test
Kaiser-Meyer-Olkin measure of sampling adequacy
Bartlett's test of sphericity
0.769
Approx. Chi-square
3347
Df
78
Sig.
0.001
Total Variance Explained by Initial Eigen Values
Initial eigen values
Component
Percentage of
Cumulative
Total
variance
percentage
1
3.868
29.756
29.756
2
3.219
24.763
54.519
3
1.553
11.950
66.469
4
1.275
9.810
76.279
Extraction method: Principal component analysis.
15
ISSN 2321-0346
Varimax Rotated Factor Loading Matrix
Factor loadings
Sources
Friends
Neighbour
Parents
Spouse
Colleagues
Advertisements
Shop display
Technical Experts
Consumer report
Experience through trial
Representative/ Shop
owner
Existing user
Self
Eigen values
Percentage of variance
explained
percentage of cumulative
variance explained
F1
F2
F3
F4
0.820
0.531
0.659
0.836
0.773
0.849
0.855
0.714
0.858
0.739
0.663
Communalities
(h2)
0.848
0.735
0.741
0.710
0.790
0.750
0.876
0.527
0.808
0.716
0.780
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0.595
3.012
2.987
2.555
23.173
22.975
19.652
23.173
46.148
65.800
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0.612
1.362
0.896
0.740
10.479
76.279
KMO is calculated using correlation and partial correlation to test whether the variables in our sample
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are adequate to correlate. A general rule of thumb is that KMO value should greater than 0.5 for a satisfaction
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factor analysis to proceed, by observing the above results from table KMO value is 0.769; therefore we can
proceed with factor analysis.
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Bartlett‟s test of sphericity is to find out the relationship between the variables. A
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p- value is <
0.05 indicates that it makes sense to continue with the factor analysis, it is found that P is < 0.001, therefore it is
concluded that there are relationships between our variables. As evident from table, found that 4 factors
extracted together account for 76.279 per cent of total variance. Hence we have reduced the number of variables
from 13 to 4 underlying factors.
Variables parents loaded as (0.659), advertisements (0.849), shop display (0.855) and shop
owner/representative (0.663) on factor 1. Thus factor 1 can be named as „sales promotion‟. As for factor 2,
friends loaded as of 0.820, neighbours loaded as 0.531, colleagues loaded as (0.773) and experience through trial
(0.739), this factor can be termed as „guidance‟.
Variables spouse loaded as (0.836), consumer report (0.858) and existing user (0.595) on factor 3. Thus
factor 3 can be named as „advisor‟. Variables technical experts loaded as (0.714) and self (0.612) on factor 4.
Thus factor 4 can be named as „analyst‟.
16
ISSN 2321-0346
Table 13 - Ranking of decision made by the family members
Ho: There is no significant difference in the ranks given by the respondent for the role of various family
members influencing the buying decision for DVD player.
The above hypothesis can be tested using Friedman and Kendall‟s co-efficient test.
S.No.
Particulars
Self
1.74
Spouse
2
5
4.37
Siblings
5
2
2.13
Parents
4
4
4.28
Children
3
3
2.49
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Source: Compiled
N
334
rr .
Chi-square
Df
1
Assigned
Rank
1
Rank
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Kendall‟s Value W
.i
Friedman Value P
w
814.081
4
0.609
0.01p<0.05
significant
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According to Friedman test result, the respondent ranking of various members of their family with
regard to their influence on buying decision are significant difference at 5% level of significant. Further the
Kendall‟s value (W) is low (33%). Hence, it can be inferred that the respondents are less agree to ranking given
for different members in the family with regards to buying decision for DVD player.
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Table 14 - Weighted Average Score for ranking the Satisfaction
S.No.
Satisfaction Factors
1.
Overall quality
2.
Financial Assistance
3.
Price
4.
Brand
5.
After sales service
6.
Availability of spares
DVD
Rank
3.82
6
3.11
12
4.12
3
4.48
2
3.41
9
3.92
5
17
ISSN 2321-0346
7.
Performance
8.
Attending complaints
9.
Sales person behaviour
10.
Responsiveness
11
Warranty
12.
Usage experience
13.
Worthiness
14
Loyalty programmes
15.
Reliability
16
Pre-sales service
4.00
4
2.65
15
2.52
16
2.72
14
3.60
8
3.79
7
4.68
1
2.83
13
3.39
10
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3.33
Source: Compiled
11
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The above table shows the satisfaction about the purchase of the goods using weighted average method.
Majority of the respondents are satisfied about the worthiness of the DVD player followed by brand and not faith
with the loyalty programmes and financial assistance, attending complaints and sales person behaviour.
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Table 15 - Weighted Average Score for Ranking the Sources
Weighted
Rank
S.No.
Sources
Average Score
News paper
4.74
1
3
.i
2
3
4
5
6
7
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Wall Painting
3.28
5
Television
4.89
1
Radio
4.76
2
4.00
4
3.21
6
2.90
7
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Friends and Neighbors
Shopkeeper
Hoarding
Source: Compiled
The above table clearly shows that the sources of information preferred by the respondents using
weighted average method. Majority of the respondents says the main source of information is television followed
by radio, news paper, friends and neighbors, wall painting, shopkeeper and hoardings.
18
ISSN 2321-0346
FINDINGS
 Sony DVD player (29%) is the recognizable brand in the research area.

43.4% of the respondents are using the DVD players for 2 – 4 years.

Majority of the respondents buy DVD player through cash payment and few respondents buy the DVD
through exchange scheme.

Majority of the respondents are satisfied about the present DVD player and they recommend the same brand

The male respondents are considered more than three brands of DVD before making their purchase. The
age groups of 21 to 40 years are referred only one brand before making their purchase. Those who
completed higher secondary are considered two brands of DVD before their purchase. The employees in
private services considered only one brand of DVD before their purchase. The family earnings of Rs. 5000
to 10000 have referred two brands of DVD before their purchase.

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Sales promotion, guidance, advisor and analyst are the major sources of information to influence the
respondents to buy the DVD player.

In the respondent‟s family, the respondent and their children‟s play an important role to purchase the DVD
rr .
players than other members.

to other.
Majority of the respondents are satisfied about the worthiness of the DVD players followed by brand and
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they are not satisfied with the loyalty programmes, financial assistance, attending complaints and sales
person behaviour.

.i
Television, radio and news paper are the important sources to create awareness about the goods that will
w
influence the respondents to buy the DVD player.
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CONCLUSION
w
Today, Durable goods companies sold more than 50 % of their goods in the rural area. Most of the
durable goods companies want to capture the rural market. DVD player plays an important role in the consumer‟s
life, especially in the rural consumer. They will purchase the DVD player to hear the Music, to see the old and new
films, to educate their children‟s, to see their past happiest movements like their marriage day/birth day, etc. The
rural market is very large in compare to the urban market as well as it is more challenging market. Most of
leading durable goods companies like LG and Samsung, which are touted as having the largest distribution
network in the country. Now a day, Television and radio plays the major tool of promotion. Company should
select a familiar brand ambassador [familiar in the particular region] to give clear details about the product to the
society. Even BPL people also having television, it is a greater opportunity for the companies to promote their
various products in the rural area. The company should introduce different offers in the harvesting time.
19
ISSN 2321-0346
REFERENCES
 Balram Dogra, Karminder Ghuman, “Rural Marketing – Concepts and Practices”, Tata McGraw-Hill
Publishing Company Limited, New Delhi, 2009, pp. 12-17.
 Bansal Shuchi et al.,“Rural Markets”: Who is Winning and How?, Business World, 11 October 1999, pp.
22-32.
 Gopalaswamy T P, “Rural Marketing – Environment, Problems and Strategies”, Vikas Publishing House
Pvt Ltd, Revised Edition, 2010, p.33.
 Habeeb-Ur-Rahman, “Rural Marketing in India”, Himalaya Publishing House, Mumbai, 2009, pp.69.
 Hui Sam K et al., “Modelling DVD Player Reorder and Sales: An Optimal Stopping Approach”,
Marketing Science, November/December 2008, Vol. 27 Issue 6, pp. 1097-1110.
 Joeseph Sophie, “Rural Markets – Growing Brand Awareness”, The Hindu Survey of Indian Industry,
g
r
o
1999, pp. 384 – 386.
 McKinsey & Company, “The bird of Gold: The Rise of Indian Consumer Market” McKinsey Global
rr .
Institute, May 2007.
 Moon B Shin, “Man of Electronics” Award at CEAMA‟s 31st Annual Function, New Delhi, India,
 Chundi Janaki and Srivastava Alka, “Role of Media in Rural Areas”, Kurukshetra, July 2000, pp. 2-6.
m
c
November 26, 2010, India.
 Pradip Kashyap and Siddartha Raut, “The Rural Marketing Book”, Bizantra, New Delhi, 2006.
.i
 Preeti Mehra, “UN Report 2011 – 2012”, The Business Line, July 2011, p. 22.
 Sanal Kumar Velayudhan and Guda Sridhar, “Rural Markets – Understanding Consumers and
w
Developmental Issues”, Excel Books, New Delhi, First Edition, 2010, p.11.
w
 Sheetal Kapoor, “Understanding Buying Behaviour of Indian Families”, New Century Publications,
w
Delhi, Delhi, 2002, pp. 100-102.
 Smith et al.,” Competing with Free: The Impact of Movie Broadcasts on DVD Player Sales and Internet
Piracy”, MIS Quarterly, June 2009, Vol. 33 Issue 2, pp.321-338.
 Suresh K and Pradeep Kashyap, “Rural People Look up to Urbanites”, A & M, 15 January, 2000,
pp. 81 – 83.
 TV Veopar Journal, An ADI Media Publication, April 2011,p. 66.
 Velayudhan S.K,”Rural Marketing: Targeting the Non-Urban Consumer”, New Delhi, Response Books,
Sage Publications India Pvt. Ltd., 2007.
20
ISSN 2321-0346
IJMRR
INFLUENCE OF ADVERTISEMENT ON HEALTH DRINK PURCHASE AMONG
CHILDREN WITH SPECIAL REFERENCE TO ERODE DISTRICT
Dr.A.MAHADEVAN 1
G.K.KAVITHA
2
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R.SHIVASANGARI 3
1 Head/Professor, Department of Management Studies, Excel Business School, Komarapalayam.
2 Research Scholar, Bharathiar University, Coimbatore.
3 Guest Lecture, Periyar University, Salem
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ABSTRACT
.i
The project entitled, “Influence of advertisement on health drink purchase among children conducted in
Erode District has been undertaken with the objective of finding of the attitude of children towards advertisement
and to know the degree of influence of advertisements among their purchase decision. We think this topic is very
relevant in this competitive world of business where each and every try to exploit the common people for their well
being. This study investigates children's viewing habits of Television to find out the impacts of health drinks
advertising on children's health. Television is such an important socialization agent that it is present in children's
lives. Evidence is mounting that marketing to children is harmful. Nearly every aspect of children‟s lives has been
adversely affected by recent trends in advertising and marketing. Samples were drawn through convenience
sampling technique. Subsequently, it was found that TV advertising increase necessary purchasing and materialism
in children. Therefore, it can be concluded that TV advertising is increasing their food consumption pattern, and
inclination towards necessary purchasing.
w
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Keywords: energy drink, children.
1. INTRODUCTION
This is a world of competition, to succeed, it is important to be healthy, mentally as well as physically. A
healthy body only would have healthy mind. Today‟s nuclear families, so more concentrate in bringing up their
babies to higher competencies to tackle with their heavy syllabus and extracurricular activities. This has increased
the extra cereals or health drink consumer targets. There are several audio and visual aids, which are powerful media
of communication that influence buying decision. Children have become a particular target group for many
advertisers especially TV advertisers. Marketing men and advertisers have discovered children as a new and unique
audience among the several groups.
21
ISSN 2321-0346
2. STATEMENT OF THE PROBLEM
Television is such an important socialization agent that it is present in children's lives. Evidence is
mounting that marketing to children is harmful. Nearly every aspect of children‟s lives has been adversely affected
by recent trends in advertising and marketing. To find of the attitude of children towards advertisement on health
3. OBJECTIVES
To know the attitude of children towards advantage
To analyse the influence of ad on health drink purchase among children
To know the impact of adv on children‟s consumption behavior
4. LIMITATIONS OF THE STUDY
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Although the research has reached its aims, there was unavoidable limitation. Because of the time limit, this research
drink and to know the degree of influence of advertisements among their purchase decision.
was conducted only on a small size of population. Therefore, to generalize the results for larger groups, the study
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should have involved more participants at different levels.
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5. RESEARCH METHODOLOGY
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5.1 Type of Project
Influence of advertisement on health drink purchase among children conducted in Erode District
w
is an analytical project to study and find of the attitude of children towards advertisement on health drink and to
know the degree of influence of advertisements among their purchase decision.
5.2 Data Source
Primary data were collected through questionnaire method. 100 samples (respondents) were collected
and analyzed.
5.3 Sample Design
Samples were drawn through convenience sampling technique .
5.4 Tools for Analysis
To suit the objectives of the study, the following tool and technique was applied for the study.

Percentage Analysis.
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ISSN 2321-0346
6. DATA ANALYSIS AND INTERPRETATION
Table No: 1 The details regarding General profile of the respondents:
Factors
Classification
Male
Female
Below 5 years
5-10 years
10-15 years
Above 15 years
School level
College level
Below 3 members
3 to 5 members
5 members & above
Agriculture
Business
Employed
Professional
others
One
Two
Three
Less than 10000
10000 – 20000
20000 – 30000
30000 and above
Source: primary data
Gender
Educational Status
Family Size
Occupation
Age
No. of Respondents
75
25
10
56
24
10
53
47
13
81
6
17
26
32
15
10
12
77
25
5
26
54
15
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No. of earning Members
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Monthly family income
w
w
Percentage
75
25
10
56
24
10
53
47
13
81
6
17
26
32
15
10
12
77
25
5
26
54
15
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Interpretation:
The above table shows the distribution type of gender, age, education level, occupation, type of family size,
no. of earning members, monthly family income. The majority of respondents are female belongs to the age group of
between 5 to 15. Majority of respondents are in the group where the family size is in between 3 to 5. Majority of the
respondents have two earning member in their family. Majority of respondents have monthly income between 20000
& 30000.
Table No: 2 Level of satisfaction towards health drinks:
Various
aspects
price
quantity
quality
benefits
variety
Highly
Satisfied
27
33
23
34
14
Satisfied
41
37
34
31
42
Moderate
Dissatisfied
15
10
17
4
23
13
21
10
22
13
Highly
Dissatisfied
7
9
7
4
9
TOTAL
100
100
100
100
100
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ISSN 2321-0346
Interpretation:
From the above table 41% of the respondents are satisfied towards pricing, 37% of the respondents are
satisfied with the quality, 34% are satisfied with the quantity and 34% of highly satisfied with the usages benefits
and 42% are satisfied with the variety of products offered.
Source of information
Parents
Friends
Relatives& neighbors
advertisement
doctors
others
Total
No: of respondent
21
16
11
27
22
3
100
percentage
21%
16%
11%
27%
22%
3%
100%
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Interpretation:
From the table, it is clear that 27% of the respondents source of information was advertisement, 22% of
them by doctors, 21% of them by parents, 16% of them by friends, &11%of through relatives.
Table No:3 Source of information about health drinks :
rr .
Table No:4 Factors influencing in purchase of health drinks:
Factor influencing
Parents
Friends
Yourself
Doctors
Relatives
Total
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No: of respondents
23
12
36
24
5
100
percentage
23
12
36
24
5
100
Interpretation:
The table depicts that 36% of respondents decision making is influenced by yourself,24% of respondents
by parents &23% parents &remaining5%
Table No:5 Duration of change of purchase of health drinks:
Duration
Weekly
Monthly
Twice in a month
Total
No: of respondents
28
51
21
100
percentage
28
51
21
100
Interpretation:
Regarding the change of purchase duration from the table it is clear that 28% of the respondents buy
weekly,51% of the respondent buy monthly, &21% of the respondents buy twice a month.
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ISSN 2321-0346
7. FINDINGS
1. Most of the respondent/ children (53%) are fully interested in watching the advertisement
2. Most of the respondent (72%) agrees that, television is more effective media for advertisement
3. Most of the respondent (50%) agrees that, the theme of the advertisements is most influencing factor.
5. Most of the respondents (60%) have the opinion that they always enjoy the advertisements if it comes in between
their favourite program.
6. Most of the respondents (74%) are the regular users of health drinks.
7. Most of the respondents (55%) agree that they make decision on the brand of health drink.
8. Most of the respondents (37%) agree that they make health drink decisions are influenced by advertisements.
g
r
o
8. SUGGESTIONS
4. Most of the respondents (49%) have the opinion that the advertisements are entertainment only.
1) All Advertisement should convey true information rather than exaggerating the products effects.
2) The companies should strength its distribution channel which is the biggest market share.
3) The companies should come up with new types of schemes which would attract more number of people
toward their product.
4) The feedback should be collected regularly so that they can know where they are standing.
5) Try to build a good image of the company.
rr .
m
c
.i
9. CONCLUSION
w
The advertisement is successful as means to gain public attraction & to influence their consumption behaviour.
Children are targeted &manipulated in difference ways for sake of profits. It is also concluded that Television has
played a vital role in spreading awareness of various health drink brands.
10. REFERENCES
1)
2)
3)
4)
5)
6)
w
w
Charlesm.Futrell - “Sales Management” – Thomson Publications – IV th edition – 2001.
Philip Kotler (Eight Editions) “Marketing Management", Prentice Hall of India Ltd.
Advertising and marketing magazine.
Business world.
S.L.Gupta – “Marketing Research” – Excel Books – 2003.
[email protected]
25
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IJMRR
A STUDY ON CUSTOMER PERCEPTION TOWARDS BAJAJ BIKES AT SPECIAL
REFERENCE WITH AADHITYA MOTORS
S.ANANDKUMAR
DEPARTMENT OF MANAGEMENT STUDIES, GNANAMANI COLLEGE OF TECHNOLOGY, NAMAKKAL
ABSTRACT
Satisfaction is a person‟s feelings of pleasure or disappointment resulting from comparing a product‟s
perceived performance (or outcome) in relation to his or her expectations. Whether the buyer is satisfied
after purchase depends on the offer‟s performance in relation to the buyer‟s expectations. If the
performance falls short of the expectations, the customer is dissatisfied. If the performance matches the
expectations, the customer is satisfied. If the performance exceeds expectations the customer is highly
satisfied or delighted. A company would be wise to measure customer satisfaction regularly because one
key to customer retention is customer satisfaction. A highly satisfied customer generally stays loyal
longer, buys more as the company introduces new products and upgrades existing products, talks
favorably about the company and its products, pays less attention to competing brands and is less
sensitive to price, offers product or service ideas to the company, and costs less to serve than new
customers because transactions are routine. The company must also realize that two customers can report
being “highly satisfied” for different reasons. One may be easily satisfied most of the time and the other
might be hard to please but was pleased on this occasion. A number of methods exist to measure customer
satisfaction. Periodic surveys can track customer satisfaction directly. Respondents can also be asked
additional questions to measure re purchase intention and the likelihood or willingness to recommend the
company and brand to others. In this study an attempt is made to study the satisfactory level of customers
towards Aadiya Bajaj Dharapuram and included samples of only who bought bajaj bikes through aadiya
bajaj.
1. INTRODUCTION TO THE STUDY
The Britannica Encyclopedia describes a motorcycle as a bicycle or tricycle propelled by an
internal-combustion engine (or, less often, by an electric engine).
26
ISSN 2321-0346
The 1900s saw the conversion of many bicycles, or pedal cycles by adding small, centrally
mounted spark ignition engines. There was then felt the need for reliable constructions. This led to road
trial tests and competition between manufacturers. Tourist Trophy (TT) races were held on the Isle of
Man in 1907 as reliability or endurance races. Such were the proving ground for many new ideas from
early two-stroke-cycle designs to supercharged, multivalve engines mounted on aerodynamic, carbonfibre reinforced bodywork.
1.1 REVIEW OF LITERATURE
Various surveys and researches have been carried out regarding what a customer expects from a dealer of
automobiles. Some of them, which the researcher has taken into account, are:Parmod Pathak, Saumya
Singh, (2004) reviewed about " What Does A consumer want from a Bike " dubey J and Patel R reviewed
about "Role of Advertisement : in buying decision of bikes " Auto India and Overdrive India web sites
provides us a lot of information about the various features provided by various power bikes.
The automobile was the reply to the 19th-century dream of self-propelling the horse-drawn
carriage. Similarly, the invention of the motorcycle created the self-propelled bicycle. The first
commercial design was a three-wheeler built by Edward Butler in Great Britain in 1884. This employed a
horizontal single-cylinder gasoline engine mounted between two steer able front wheels and connected by
a drive chain to the rear wheel.
Schiffman. G. Leon and kanuk lazare Leslie - Study of the customer behavior is the study of how
individuals make decisions to spend their available resources (Time, Money and Efforts) on consumption
related items. It includes the study what they buy, when they buy it, when they buy it, where they buy it,
how often they buy it and how often they use it. The primary purpose for the study consumer behavior as
a part of marketing curriculum is to understand how and how customers make their purchase decisions.
Their insights enable marketers to design more effective marketing strategies.
Gupta.C .B and Dr. Nair. N.Rajan - A business is based on understanding the customer and providing the
kind of products that the customer wants.
Mamoria C.B. and Mamoria Satish-Consumer behavior is the process whereby individuals decide what,
when, where, how and from whom to purchase goods and services. Buying behavior may be viewed as an
orderly process here by individual interacts with his environment for the purpose of making market
decision on products and services.
Nair Suja. R.- The success of the firm will be determined by how effective it has been in meeting the
diverse customer needs and wants by treating each customer as unique and offering products and services
to suit his/her needs.
Webster, Fredrick. F, Marketing for manager (1947) concluded that the following are the major factors
influencing customer satisfaction towards a two wheeler. Money, Vanity, Acquisitiveness, Rivalry,
Comfort, Adornment cleanliness, Companionship, Collecting, Amusement, Sensual gratification,
Construction. Aggrandizement, Mental culture, Affection, Social achievements, Ambitions,
Inhavitiveness, Reverance, Romance, Aesthetic tastes, Sex, Limitations, Curiosity, Patriotism and so on"
27
ISSN 2321-0346
2. OBJECTIVES OF THE STUDY
Primary objective
 To study the customer perception towards Bajaj motorbikes.
Secondary objective
2. To study the post purchase attitude of the Bajaj motorbike owners.
3. To know the age consumption pattern (i\e) which age group of people mostly like Bajaj vehicle.
The study was conducted in Dharapuram Taluk, Tirupur district. So, the results may not be applicable to
other parts of the country.
The time duration allotted for this study was insufficient, So, the sample size was limited to 250 only.
Only some important questions are dealt with customer satisfaction and other questions
covered in this study.
are not
3.RESEARCH METHODOLOGY
1. To identify and rank the product features given preference while buying a motorbike.
Research Design
The research design that is adopted in this study was descriptive design. Descriptive research is used to
obtain information concerning the current status of the phenomena to describe, "What exists"
with respect to variables or conditions in a situation. The focus of this study was on self-reported
decisions made by various customer acceptance levels at Aadhithya bajaj. Thus it involves Statement of
the problem, Identification of information needed to solve the problem, Selection or development of
instruments for gathering the information, Identification of target population and determination of
sampling procedure, Design of procedure for information collection, Collection of information, Analysis
of information, Generalizations and/or predictions.
Sampling Design
Convenience sampling (sometimes known as grab or opportunity sampling) is a type of non-probability
sampling which involves the sample being drawn from that part of the population which is close to hand.
That is, a population is selected because it is readily available and convenient. It may be through meeting
the person or including a person in the sample when one meets them or chosen by finding them through
technological means such as the internet or through phone. The researcher using such a sample cannot
scientifically make generalizations about the total population from this sample because it would not be
representative enough.
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The sample size of this study is 250 customers who purchased two - wheeler from AAdhithya motors.
Data collection methods
Both primary and secondary data were used by the researcher for this research study.
Primary data
Secondary data
Secondary data consist of information that already exists somewhere, have been collected. Secondary data
are collected from company websites and magazines and using some library books.
Tools for Analysis
After the data has been collected, it was tabulated and findings of the project were presented followed by
analysis and interpretation to reach certain conclusions. Simple statistical tools like percentage analysis
and weighted average test were used by the researcher to analyze the data. The diagrammatic
representations were given through pie diagram and bar charts.
Primary data are data, which are collected afresh and for the first time, and thus happen to be original in
character. The primary data were collected from various customers with the help of a well structured
questionnaire.
Statistical Tools: Percentage analysis
Percentage refers to a special kind of ratio; percentages are used in making comparison between two or
more series of data. Percentages are use to describe relationships. Percentages are also used to compare
the relative terms, the distribution of two or more series of data.
No. of respondents
Percentage of customer
=
* 100
Total customer
Weighted Average
The weighted mean is similar to an arithmetic mean (the most common type of average), where instead
of each of the data points contributing equally to the final average, some data points contribute more than
others. The notion of weighted mean plays a role in descriptive statistics and also occurs in a more
general form in several other areas of mathematics.
If all the weights are equal, then the weighted mean is the same as the arithmetic mean. While weighted
means generally behave in a similar fashion to arithmetic means, they do have a few counterintuitive
properties, as captured for instance in Simpson's paradox.
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The term weighted average usually refers to a weighted arithmetic mean, but weighted versions of other
means can also be calculated, such as the weighted geometric mean and the weighted harmonic mean.
Chi-square test is used to find out whether there is relationship among various groups chi-square can be
calculated using the formula,
X2 = S (O –E) 2 / E
Where,
O=Observed frequencies
E=Expected frequencies.
4.ANALYSIS AND INTERPRETATION
4.1 SIMPLE PERCENTAGE METHOD
Chi-Square
TABLE 4.1.1 AGE GROUP OF THE RESPONDENTS
Sl. No
Age
No. of Respondents
Percentage
1
18 – 25
43
17.20
2
26 – 35
65
26.00
3
36 – 45
60
24.00
4
above 45
82
32.80
Total
250
100.00
From the above table it is inferred that the 32.80% of respondents are in the age group of above
45 years 26% of the respondents are in the age group of 26-35, 24%of respondents are between the age
limit of 26-35 and remaining 17.20% of the respondents are between 18-25 age limit.
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ISSN 2321-0346
Sl. No
Occupation
No. of Respondents
Percentage
1
Agri
35
14.00
2
Business man
100
40.00
3
Govt.
15
6.00
4
Private
58
23.20
5
Student
42
16.80
Total
250
100.00
From the above table it is inferred that the 40% of the respondents are business men, 23.20% of
respondents are private employees, 16.80 % of the respondents are students, 14% of the respondents are
doing agriculture and remaining 6% of the respondents are Government employees.
TABLE 4.1.2 OCCUPATION OF THE RESPONDENTS
TABLE 4.1.3EDUCATIONAL QUALIFICATION OF THE RESPONDENTS
Sl. No
Education
No. of Respondents
Percentage
1
Not Studied
8
3.20
2
Upto 12th Std
72
28.80
3
UG
121
48.40
4
PG
49
19.60
Total
250
100.00
From the above table it is inferred that 48.40% of respondents are graduates, 28.80% of the
respondents are HSC, 19.60% of the respondents are PG degree holders, and remaining 3.20% of the
respondents are falling under uneducated category.
31
ISSN 2321-0346
Sl. No
Income Level
No. of Respondents
Percentage
1
Below Rs.5000
15
6.00
2
Rs.5001-10000
105
42.00
3
Rs.10001-15000
87
34.80
4
Rs15001-20000
33
13.20
5
Above 20000
10
4.00
Total
250
100.00
From the above table, it is inferred that 42% of the respondents are earning 5001-10000 per
month, 34.80% of respondents are earning between Rs.10001-15000 per month, 13.20% of the
respondents are earning between 15001- 20000, 6% of the respondents are earning below 50000 per
TABLE 4.1.4 INCOME LEVEL OF THE RESPONDENTS
month, and remaining 4% of the respondents are earning above 20000 per month.
TABLE 4.1.5 EARNING MEMBERS IN THE FAMILY
Sl. No
Earnings
No. of Respondents
Percentage
1
One
85
34.00
2
Two
115
46.00
3
Three
42
16.80
4
Four
8
3.20
Total
250
100.00
From the above table, it is inferred that 46% of the respondents are having two earning members
in their family, 34% of the respondents family are having only one earning members, 16.80% of the
respondents are having three earning members, and remaining 3.20% of the respondents are having Four
earning members in their family.
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TABLE 4.1.6 BRAND OF THE VEHICLE
Sl. No
Brand
No. of Respondents
Percentage
1
Pulsar 150
95
38.00
2
CT 100
13
5.20
3
Discover
100
40.00
4
Pulsar 220
5
2.00
5
Avenger
3
1.20
6
Platina
29
11.60
7
Boxer
5
2.00
Total
250
100.00
From the above table it is inferred that the 40.00% of respondents are having Discover, 38.00% of
respondents are having Pulsar 150. 11.60% of respondents are having Platina, 5.20% of the respondents
are having CT 100, 2.00% of the respondents are pulsar 220 and another 2% of the respondents are
having Boxer and remaining 1.20% of the respondents are using Avenger.
TABLE 4.1.7 RESPONDENT’S FIRST VEHICLE
Sl. No
First Vehicle
No. of Respondents
Percentage
1
Yes
143
57.20
2
No
107
42.80
Total
250
100.00
From the above table it is inferred that the 57% of the respondents have said that this is their first
vehicle and remaining 43% of the respondents have said that this is not their first vehicle.
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TABLE 4.1.8 BRAND OF VEHICLE OWNED EARLIER
Sl. No
Brand Name
No. of Respondents
Percentage
1
CD 100
10
9.35
2
Splendor
11
10.28
3
Suzuki Max 100
3
2.80
4
Tvs star city
22
20.56
5
Max 100 R
4
3.74
6
XL Super
1
0.93
7
XL Heavy Duty
1
0.93
8
Victor GL
5
4.67
9
RX 100
5
4.67
10
RX 135
5
4.67
11
Libero
1
0.93
12
CT 100
1
0.93
13
BYK
1
0.93
14
4S Champion
3
2.80
15
K Bajaj
3
2.80
16
Boxer AT
1
0.93
17
Boxer CT
1
0.93
18
Caliber
1
0.93
19
Caliber 115
1
0.93
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ISSN 2321-0346
20
Adreno
1
0.93
21
Thunder Bird
2
1.87
22
Mashimo
2
1.87
23
M 80
6
5.61
24
TVS 50
16
14.95
Total
107
100.00
From the above table it is inferred that the 21% of the respondents are using Suzuki, 15% of the
respondents are using TVS 50, 10% of the respondents are using Splendor and 9% of the respondents are
using CD 100.
TABLE 4.1.9 REASON FOR CHANGING THE VEHICLE
Sl. No
Reason
No. of Respondents
Percentage
1
Mileage
55
51.40
2
Old Vehicle
31
28.97
3
Dissatisfaction
21
19.63
Total
107
100.00
From the above table, it is inferred that 51.40% of the respondents have said that they changed
their vehicle because of Mileage, 28.97% of the respondents have said that they changed their vehicle
because of Old Vehicle and remaining 19.63% of the respondents have said that they changed their
vehicle because of dissatisfaction.
35
ISSN 2321-0346
Sl No
Usage
No. of Respondents
Percentage
1
1 - 3 Months
25
10.00
2
4 - 6 Months
2
0.80
3
7 - 1 Years
20
8.00
4
1 - 2 Years
72
28.80
5
More than 2 Year's
119
47.60
6
More than 3 Year's
12
4.80
Total
250
100.00
From the above table, it is inferred that 47.60% of the respondents are using the vehicle for the past 2
year, 28.80% of the respondents are using the vehicle for the past 1–2 years, 10% of the respondents are
using the vehicle for the past 1–3 months, 8% of the respondents are using the vehicle for the past 7
TABLE 4.1.10 YEAR OF USING
months – 12 months, 4.80% of the respondents are using the bike for more than 3 years and remaining
.80% of the respondents are using the bike for 4-6 months.
TABLE 4.1.11 NO. OF VEHICLES USED
Sl. No
No. of Vehicles
No. of Respondents
Percentage
1
Only 1 Two-Wheeler
92
36.80
2
2 Two-Wheeler
61
24.40
3
1 Two-wheeler & 1 Four-Wheeler
76
30.40
4
More than 2 Two-wheeler &
21
8.40
250
100.00
More than 1 Four-Wheeler
Total
From the above table it is inferred that the 36.80% of the respondents are having only 1 TwoWheeler, 30.40% of the respondents are having 1 Two-Wheeler and 1 Four-Wheeler, 24.40% of the
36
ISSN 2321-0346
respondents are having 2 Two-Wheelers and remaining 8.40% of the respondents are using more than 2
two-wheeler and more than I four wheeler.
TABLE 4.1.12 VISIT OTHER DEALERS BEFORE BUYING THE VEHICLE
Sl. No
Dealers Name
No. of Respondents
Percentage
1
Senthil Autos
7
2.80
2
Sri Velavan
1
0.40
3
Siva Sakthi
1
0.40
4
Noble Hondo
2
0.80
5
Lotus TVS
4
1.60
6
Supreme
4
1.60
7
Balasundram
3
1.20
8
P & C Motors
4
1.60
9
M&M
1
0.40
10
No Visited Dealers
223
89.20
250
100.00
From the above table it is inferred that the 89% of the respondents did not visit any other dealers
before buying the vehicle, 3% of the respondents visited Hero Honda (Senthil Autos) Dealer before
buying the vehicle and 2% of the respondents visited Lotus TVS, Aanoor and P & C Motors before
buying the vehicle.
TABLE 4.1.13 OPINION ON OVERALL PERFORMANCE OF THE VEHICLE
Sl. No
No. of Vehicles
No. of Respondents
Percentage
1
Highly Satisfied
6
2.40
2
Satisfied
70
28.00
3
Neutral
155
62.00
4
Dissatisfied
16
6.40
5
Highly Dissatisfied
3
1.20
250
100.00
37
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From the above table it is inferred that the 62.0% of the respondents are neither satisfied nor dissatisfied
with the overall performance of the vehicle, 28.0% of the respondents are satisfied, 6.40% of the
respondents are dissatisfied, 2.40% of the respondents are highly satisfied and remaining 1.20% of the
respondents are highly dissatisfied with the overall performance of the vehicle.
TABLE 4.1.14 BRAND CHOSEN BY THE RESPONDENTS
Sl. No
Choosing
No. of Respondents
Percentage
1
Self made
122
48.80
2
Friends
70
28.00
3
Dealers Approach
5
2.00
4
Family Members
25
10.00
5
Mechanics
22
8.80
6
Advertisements
6
2.40
7
Others
0
0.00
250
100.00
From the above table, it is inferred that the 48.80% of the respondents‟ decision is self made,
28.0% of the respondents choose this brand by the influence of their friends, 10.0% of the respondents
choose this brand by the influence of Family Members wish.
38
ISSN 2321-0346
Sl. No
Mileage of Vehicle
No. of Respondents
Percentage
1
50Km / Lit
6
2.40
2
51-60Km / Lit
23
9.20
3
61-70km / Lit
68
27.20
4
71-80 Km / Lit
81
32.40
5
Above 80 Km / Lit
72
28.80
250
100.00
From the above table it is noted that 32.40% of the respondents replied that the dealer have
promised a mileage of 71-80 KM / Liters, 28.80% of the respondents replied that the dealer have
promised a mileage of above 80KM / Liters.
TABLE 4.1.16 ACTUAL MILEAGE
ABLE 4.1.15 MILEAGE PROMISED BY THE DEALER
Sl. No
Actual Mileage
No. of Respondents
Percentage
1
Below 50Km / Lit
25
10.00
2
51-60Km / Lit
47
18.80
3
61-70km / Lit
110
44.00
4
71-80 Km / Lit
64
25.60
5
Above 80 Km / Lit
4
1.60
250
100.00
From the above table it is inferred that the 44.0% of the respondents are getting mileage of 6170Kms/Lit, 26% of the respondents are getting mileage of 71-80Kms/Lit and 19% of the respondents are
getting mileage of 51-60Kms/Lit.
39
ISSN 2321-0346
Sl. No
Satisfaction Level
No. of Respondents
Percentage
1
Highly Satisfied
8
3.20
2
Satisfied
206
82.40
3
Neutral
24
9.60
4
Dissatisfied
7
2.80
5
Highly Dissatisfied
5
2.00
250
100.00
From the above table it is inferred that the 82.40% of the respondents are satisfied with the
mileage, 9.60% of the respondents are neither Satisfied nor dissatisfied, 3.20% of the respondents are
Highly Satisfied , 2.80% of the respondents are dissatisfied and remaining 2% of the respondents are
highly dissatisfied with the mileage.
TABLE 3.1.17 SATISFACTION ON MILEAGE
TABLE 3.1.18 USAGE OF THE VEHICLE
Sl. No
Usage of Vehicle
No. of Respondents
Percentage
1
Very Often
25
10.00
2
Daily
209
83.60
3
Weekly Once
5
2.00
4
Once in two days
6
2.40
5
Based on Needs
5
2.00
250
100.00
From the above table, it is inferred that the 83.60% of the respondents are using their vehicle
daily, 10.0% of the respondents are using their vehicle very often and 2% of the respondents are using
their vehicle once in two days.
40
ISSN 2321-0346
Sl. No
Kilometer
No. of Respondents
Percentage
1
0 - 100Kms
6
2.40
2
101 - 250Kms
33
13.20
3
251 - 500 Kms
24
9.60
4
501-1000Kms
130
52.00
5
> 1000 Kms
57
22.80
250
100.00
From the above table it is inferred that the 52.0% of the respondents are covering around 5011000 Kilometers in a month, 22.80% of the respondents are covering around 1000 Kilometers in a month
and 13.20% of the respondents are covering around 101-250 Kilometers in a month.
TABLE 4.1.20 MAINTENANCE OF THE VEHICLE
TABLE 4.1.19 KILOMETERS COVERED IN A MONTH
Sl. No
Maintenance
No. of Respondents
Percentage
1
Periodical
46
18.40
2
Monthly Once
33
13.20
3
Once in 3 Months
115
46.00
4
Once in 6 Months
49
19.60
5
Only after break down
7
2.80
250
100.00
From the above table it is inferred that the 46.0% of the respondents are servicing their vehicle
once in 3 Months, 20% of the respondent are servicing once in 6 months and 18% of the respondents are
servicing periodical servicing.
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ISSN 2321-0346
Sl. No
Servicing
No. of Respondents
Percentage
1
Authorized Dealers
144
57.60
2
Sub Dealers
50
20.00
3
Others
56
22.40
250
100.00
From the above table, it is inferred that the 57.60% of the respondents are servicing their vehicle
at the Authorized Dealers Service Centre, 22.40% of the respondents are servicing their vehicle with
Other Local Service Centre and remaining 20% of the respondents are servicing their vehicle at the Sub
Dealers Service Centre.
TABLE 4.1.22 OPINION ABOUT OVER - ALL SERVICES
Sl. No
TABLE 4.1.21 PLACE OF VEHICLE SERVICING
Opinion About
Service
No. of Respondents
Percentage
1
Excellent
3
1.20
2
Very Good
44
17.60
3
Good
184
73.60
4
Average
15
6.00
5
Poor
4
1.60
250
100.00
From the above table it is inferred that the 73.60% of the respondents are having Good Opinion
about overall service, 17.60% of the respondents are having Very Good Opinion about overall service and
6.0% of the respondents are having Average Opinion about Overall service.
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ISSN 2321-0346
Sl. No
Opinion About Cost
No. of Respondents
Percentage
1
Cheaper
13
5.20
2
Reasonable
121
48.40
3
Costlier
116
46.40
250
100.00
From the above table, it is inferred that the 48.40% of the respondents said that cost of the vehicle
is reasonable, 46.40% of the respondents said that it is Costlier, and remaining 5.20% of the respondents
said that it is cheaper.
TABLE 4.1.24 OPINION ABOUT THE VALUE OF VEHICLE
Sl. No
TABLE 4.1.23 OPINION ABOUT THE COST OF VEHICLE
Opinion About
Value
No. of Respondents
Percentage
1
Good Value
159
63.60
2
No Idea
67
26.80
3
Low Value
24
9.60
250
100.00
From the above table it is inferred that the 63.60% of the respondents are having good opinion
about the value of vehicle, 26.80% of the respondents are having No Idea about the value of vehicle.
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TABLE 4.2.1 WEIGHTED AVERAGE FOR PREFERENCE OF VEHICLE
Weighted
Sl. No
Preference
1
Brand name
3.89
II
2
Look
5.98
V
3
Mileage
3.81
I
4
Speed
4.45
IV
5
Maintenance
4.00
III
6
After Sales service
6.40
VIII
7
Price
6.39
VII
8
New model
7.03
IX
9
Value
6.17
VI
10
Offers & schemes
7.18
X
Average
Rank
From the above table it is inferred that most of the respondents are preferring bajaj bike for its
mileage with the score of 3.81 and it is followed by Brand name, Maintenance, Speed, Look, Value,
Price, After Sales Service, Model, and offers and schemes.
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CHART 4.2.1
WEIGHTED AVERAGE FOR PREFERENCE IN VEHICLE BUYING
Brand name
7%
Offers&sch
13%
Look
11%
Value
11%
Mileage
7%
Speed
8%
New model
12%
Maintenance
7%
Price
12%
PREFERENCCE OF BUYING TWO WHEELERS
Sales ser
12%
4.3 CHI - SQUARE METHOD
TABLE 4.3.1 LEVEL OF INCOME AND OCCUPATION
Govt.
Private
Emp.
Emp.
8
0
1
6
Rs.10001-15000
19
Rs.15001-20000
Occupation
Income
Agriculture
Business
Student
TOTAL
Below Rs.5000
0
1
1
10
Rs.5001-10000
0
2
6
15
30
4
19
15
87
1
21
1
6
4
33
Above Rs.20000
14
35
10
30
16
105
TOTAL
35
100
15
58
42
250
Null Hypothesis (H0)
:
There is no significant relationship between Income
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Alternate Hypothesis (H1)
:
There is significant relationship between Income and
Occupation.
Level of Significance
:
5%
Degrees of Freedom
:
(r-1) (c-1)
2
=
(5-1) (5-1)
=
16
O E
E
=
2
Calculated value
Table value
=
32.33
=
26.296
2
CONCLUSION
Since the calculated value is greater than Table Value, we reject Null Hypothesis and there is
significant difference between income and Occupation.
and Occupation.
TABLE 4.3.2 LEVEL OF INCOME AND TWO WHEELER PURCHASED
Income
Brand
Pulsar
150
CT 100
Discover
Pulsar
220
Avenger Platina
Boxer
Total
Below Rs.5000
3
2
3
0
0
2
0
10
Rs.5001-10000
7
1
6
0
0
0
1
15
Rs.10001-15000
33
5
40
1
1
6
1
87
Rs.15001-20000
11
0
15
2
0
4
1
33
Above Rs.20000
41
5
36
2
2
17
2
105
TOTAL
95
13
100
5
3
29
5
250
: There is no significant relationship between Income and Two Wheeler purchased.
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Alternate Hypothesis (H1): There is significant relationship between Income and Two
:
5%
Degrees of Freedom
:
(r-1) (c-1)
2
Calculated value
2
Table value
=
(5-1) (7-1)
=
24
O E
E
=
=
16.06
=
36.175
2
CONCLUSION
Wheeler Purchased.
Since the calculated value is less than Table Value, we accept Null Hypothesis and there is no
significant difference between income and Two Wheelers Purchased.
TABLE 4.3.3 OCCUPATION AND TWO WHEELER PURCHASED
Occupation
Brand
Pulsar
150
CT 100
Discover
Pulsar
220
Avenger Platina
Boxer
Total
Agri
15
1
13
1
1
4
0
35
Business Man
40
5
40
2
1
11
1
100
Govt.
4
1
6
0
0
4
0
15
Private
20
3
23
1
1
7
3
58
Students
16
3
18
1
0
3
1
42
TOTAL
95
13
100
5
3
29
5
250
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:
There is no significant difference between Occupation and
Two Wheeler purchased.
:
There is significant difference between Occupation and
:
5%
Degrees of Freedom
:
(r-1) (c-1)
2
Calculated value
=
(5-1) (7-1)
=
24
O E
E
=
2
Table value
Two Wheeler Purchased.
=
9.91
=
36.175
2
CONCLUSION
significant difference between Occupation and Two Wheeler Purchased.
TABLE 4.3.4 REASON FOR CHANGING THE VEHICLE AND TWO WHEELER PURCHASED
Reason
Brand
Pulsar
150
CT 100
Discover
Pulsar
220
Avenger Platina
Boxer
Total
MILEAGE
29
3
18
0
0
4
0
54
OLD VEHICLE
11
1
14
0
1
3
0
30
DISSATISFACTION
7
4
5
1
0
3
1
21
TOTAL
47
8
37
1
1
10
1
105
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:
There is no significant difference between
Reason and Two Wheeler purchased.
:
There is significant difference between
:
5%
Degrees of Freedom
:
(r-1) (c-1)
2
Calculated value
=
(3-1) (7-1)
=
12
O E
E
=
2
Table value
=
19.85
=
21.026
2
CONCLUSION
Reason and Two Wheeler Purchased.
significant difference between Reason and Two Wheeler Purchased.
TABLE 4.3.5 USAGE OF THE VEHICLE AND TWO WHEELER PURCHASED
Brand
Usage of Vehicle
Pulsar
150
CT 100
Discover
Pulsar
220
Avenger Platina
Boxer
Total
Very Often
12
1
8
3
0
1
0
25
Daily
78
10
85
2
3
26
5
209
Weekly Once
3
0
1
0
0
1
0
5
Once in Two Days
1
2
3
0
0
0
0
6
Based on Needs
1
0
3
0
0
1
0
5
TOTAL
95
13
100
5
3
29
5
250
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:
Usage of vehicle and Two Wheeler purchased.
:
:
5%
Degrees of Freedom
:
(r-1) (c-1)
2
Calculated value
=
(5-1) (7-1)
=
24
O E
E
=
2
Table value
=
16.36
=
36.175
2
CONCLUSION
Usage of vehicle and Two Wheeler Purchased.
significant difference between usage of vehicle and Two Wheeler Purchased.
TABLE 4.3.6 PROMISED MILEAGE AND ACTUAL MILEAGE OF THE VEHICLE
Below
51-
61-
71-
Above
50Ksm/Lit
60Kms/Lit
70Kms/Lit
80kms/lit
80kms/lit
51-60Kms/Lit
11
11
1
0
0
23
61-70Kms/Lit
8
34
25
1
0
68
71-80kms/lit
0
2
66
13
0
81
Above 80kms/lit
0
0
18
50
4
72
Below 50Ksm/Lit
6
0
0
0
0
6
TOTAL
25
47
110
64
4
250
Promised Mileage
Actual Mileage
Total
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: There is no significant difference between Promise Mileage and Actual Mileage
:
5%
Degrees of Freedom
:
(r-1) (c-1)
2
Calculated value
2
Table value
=
(5-1) (5-1)
=
16
O E
E
=
=
301.86
=
26.296
2
CONCLUSION
Alternate Hypothesis (H1): There is significant difference between Promise Mileage and Actual Mileage
significant difference between Promised Mileage and Actual Mileage of the Vehicle.
TABLE 4.3.7 HOW LONG THE VEHICLE IS USED AND SERVICE LEVEL
OF THE VEHICLE
Servicing Point
Usage of Vehicle
Authorized
Dealers
Sub Dealers
Others
Total
1-2years
34
16
22
72
1-3 Months
15
7
3
25
7months-1years
12
6
2
20
more than 2years
74
25
22
121
more than 3years
9
2
1
12
TOTAL
144
56
50
250
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:
How long the vehicle is used and service level of the vehicle
:
:
5%
Degrees of Freedom
:
(r-1) (c-1)
2
Calculated value
How long the vehicle is used and service level of the vehicle
Table value
2
=
(5-1) (3-1)
=
8
O E
E
=
=
10.32
=
15.507
2
CONCLUSION
significant difference between How long the vehicle is used and service level of the vehicle.
5. FINDINGS
 The majority of the respondents using Bajaj motorbikes are in the age group of
above 45 years (33%)
 The occupation of the respondents who are using Bajaj motorbikes are business people. (40%)
 Most of the respondents who are using Bajaj motorbikes are having the income level of Rs 5,001
– 10,000 p/m.
 From the study it is cleare that 58% of the respondents have said that this is their first vehicle.
 From the study it is inferred that 52% of the respondents have said that they changed their vehicle
because of mileage.
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 From the study it is cleare that 39% of the respondents have considered Bajaj only before buying
the vehicle.
 From the study it is noted that 90% of the respondents did not visit any other dealer before buying
the vehicle.
 Most of the respondents decision is self made in relation to choosing their vehicle. (49%)
 Regarding the satisfaction of mileage 83% of the respondents have said that they are satisfied.

84% of the respondents who are using their vehicle daily.
 From the study it is clear that 46% of the respondents are servicing their vehicle once in 3
months.
 Though most of the respondents are servicing their vehicle at the Authorized dealer‟s service
centre. (58%)
 Most of the respondents having the opinion of Good about overall performance of the vehicle.
(62%)
 From the study it is inferred that 74% of the respondents are having the opinion of Good about
overall service provided by the dealer.
 Regarding opinion about the value of the vehicle when compare to its cost 64% of the
respondents have said that Good value.
 From the study it is inferred that 49% of the respondents have shifted their brand from TVS to
BAJAJ.
 Most of the respondents are preferring Bajaj bike for its mileage with the score of 3.81 and it is
followed by Brand name, Maintenance, Speed, Look, Value, Price, After Sales Service, Model,
and offers and schemes.
 There is significant difference between income and Occupation.
 There is no significant difference between Occupation and Two Wheeler Purchased.
 There is no significant difference between Reason and Two Wheeler Purchased.
 There is no significant difference between usage of vehicle and Two Wheeler Purchased.
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 There is significant difference between Promised Mileage and Actual Mileage of the Vehicle.
 There is significant difference between How long the vehicle is used and service level of the
vehicle.
6. SUGGESTIONS
reference, maintenance tips provided, visual merchandising.
 Dealer has to get periodical feedback from all its customers and it can track them constantly to
know their queries.
 Since the brand awareness is medium among the respondents, the dealer has to concentrate on
creating awareness among the customers by way of more advertisements on local TV channel and
local news paper.
 Most of the respondents preferred the product features like seating comfort, look and style etc are
lying in between good and average. So the company maintains all the product features to stay
ahead in the market for that they have to study the customer expectations.
 Dealer has to improve the customer satisfaction by improving the parameters like customer
 The company has to decrease the number of customers who are not leaving their vehicle for
servicing at the dealer‟s point. For this they can introduce loyalty programs for customers to
increase the service inflow.
7. CONCLUSION
Customer satisfaction is very important as satisfied customer would add value to the brand and spread a
positive word of mouth and help in making good reputation of brand. Satisfied customers would be able
to make long term profitable relationship with brand. There is significant effect of price fairness on
customer satisfaction. If tariff rates charged are fair and affordable to customers then they use telecom
services of that brand for longer period of time which consistently satisfies their all communication needs.
Similarly if customers are provided with good services such as courteous behavior of sales person or
complaint officer then they feel emotional attachment with their brand of cellular company.
Similarly if their complaints are solved promptly and commitments are fulfilled then it would provide a
sense of belongingness to the brand. It can be concluded that if any firm wants to be successful over
longer period of time then it has to make its customers satisfied through charging fair tariffs and
memorable customer services so that they can reign over the market.
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8.BIBLIOGRAPHY
Books
 Jyotsna Sethi & Nishwan Bhatia, Elements of Banking and Insurance, PHI Learning 2011
 KOTHARI, C.R., "Research Methodology Methods and Techniques", Wishwa Prakasan.
R.S.N
AND
V.
BAGAVATHI,
"Statistics",
Sultan
Chand
&
Company
Limited, 7361, Ram Nagar, New Delhi.
 Kotler. P, “Marketing Management”, 11th Edition, Pearson Education, New Delhi, 2002.
Websites
 www.bajai.com
 www.google.com
 PILLAI
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IJMRR
A STUDY ON CUSTOMER SATISFACTION IN SHRI KANNAN DEPARTMENTAL
STORE, ERODE
MUTHUMANIKANDAN.P
DEPARTMENT OF MANAGEMENT STUDIES, J.K.K.MUNIRAJAH COLLEGE OF TECHNOLOGY, T.N.PALAYAM
ABSTRACT
This project report is “A study on customer satisfaction in Shri kannan Departmental store,
Erode”. The present study was conducted to know about satisfaction level of customers in this store.To
be a successful, organization must look into the needs and wants of their customers. That is the reason
why many researchers and academicians have continuously emphasized on the importance of customer
satisfaction, loyalty and retention. Customer satisfaction is important because many researchers have
shown that customer satisfaction has a positive effect on an organization‟s profitability. Due to this, the
consequences of customer satisfaction and dissatisfaction must be considered. There is also a positive
connection between customer satisfaction, loyalty and retention. Therefore, customer satisfaction, loyalty
and retention are all very important for an organization to be successful. The primary data required for
this study was collected from customers with help of a questionnaire. The secondary data was collected
from websites and books. By using various statistical tools like simple percentage, chi-square and
weighted average was done to know about the customers feeling.
Keywords: Customer satisfaction, customer loyalty, customer retention
The word customer derives from "custom," meaning "habit" a customer is someone who
frequented a particular shop, who made it a habit to purchase goods of the sort the shop sold their rather
than elsewhere, and with whom the shopkeeper had to maintain a relationship to keep his or her "custom,"
meaning expected purchases in the future.
A customer may also be a viewer of the product or service that is being sold despite deciding not
to buy them. The slogans “THE CUSTOMER IS KING” or “THE CUSTOMER IS GOD” or “THE
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CUSTOMER IS ALWAYS RIGHT” indicate the importance of customers to businesses - although the
last expression is sometimes used ironically.
CUSTOMER SATISFACTION
Many researchers have looked into the importance of customer satisfaction. Kotler (2000)
defined satisfaction as “a person‟s feelings of pleasure or disappointment resulting from comparing a
product‟s perceived performance (or outcome) in relation to his or her expectations”. Hoyer and MacInnis
(2001) said that satisfaction can be associated with feelings of acceptance, happiness, relief, excitement,
and delight.
MEASURING CUSTOMER SATISFACTION
Customer satisfaction is the key factor in knowing the success of any departmental stores or
business therefore it is very important to measure it and to find that what the factors which affect the
customer satisfaction. The Total Quality Management is based on this idea of customer satisfaction.
In a competitive marketplace where businesses compete for customers, customer satisfaction is
seen as a key differentiator and increasingly has become a key element of business strategy. Customer
satisfaction is an abstract concept and the actual manifestation of the state of satisfaction will vary from
person to person and product/service to product/service.
Customer satisfaction refers to the extent to which customers are happy with the products and
services provided by a business. Customer satisfaction levels can be measured using survey techniques
and questionnaires. Gaining high levels of customer satisfaction is very important to a business because
satisfied customers are most likely to be loyal and to make repeat orders and to use a wide range of
services offered by a business.
Customers are most likely to appreciate the goods and services that they buy if they are made to
feel special. This occurs when they feel that the goods and services that they buy have been specially
produced for them or for people like them. It should be always keep measuring in order to get feedback
for the product and service in order to develop it further with wide customization.
We cannot create the customer satisfaction by just meeting the customer requirement fully
because this has to meet in any case. The customer satisfaction index represents the overall satisfaction
level of that customer as one number, usually as percentage.
Here are a few of the possible dimensions we could measure:
Quality of service
Speed of service
Pricing
Complaints or problems
Trust in our employees
The closeness of the relationship with other department stores
Types of other services needed
Your positioning in clients' minds
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ROLE OR IMPORTANCE OF CUSTOMER SURVEY
OBJECTIVES OF THE STUDY
To study the needs of the customers at the place of purchase
To study the competition advantage is the delivery of high service quality
To analyze the satisfaction level of customers at Shri kannan departmental stores
To identify the needs of the customers better than the competition
To find out the problems faced by the customer
To give suggestion for improving the service performance in Shri kannan departmental stores.
NEED FOR THE STUDY
Today's competitive marketplace requires every organization to listen to the voice of its
customers. A customer service survey can provide management with valuable input on both short-term
and long-term decision-making. It can offer critical operational and strategic advantages over the
competition. Here is a customer satisfaction survey on “Customer satisfaction towards Shri kannan
Departmental stores in Erode City (Park branch) only”, which includes some information like satisfaction
on price, goods and customer service.
Customer satisfaction surveys are performed by asking current, potential, past customers about their
needs, wants, expectations, experience and degrees of satisfaction with various aspects of our products or
services.
As marketers it is important for us to know why and how individuals
decisions. So that we can make better strategic marketing decisions.
make their consumption
This research was done to know people receive, store and satisfy related information. So that research
could decode marketing strategies to influence customer satisfaction. Customer‟s research takes place at
every phase of the consumption process before the purchase, during the purchase, after the purchase.
SCOPE OF THE STUDY
This research gives a broad frame work of the shri kannan departmental stores (park branch) service
quality gives customers. This can be used as a guideline in the future business plan and making changes
in the current activities. It gives an idea of the areas, which need emphasis and development.
This study has been conducted in Erode city (Park branch) covering all the areas falling within the Erode
zone with a sample size of 150 respondents. All classes of customers were met and their views were
analyzed.
The limitations of the study are as follows:
The survey was limited to Erode town only, so the results may not be applicable to other branches.
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Due to limit of time only a limited data were collected.
The result will not be same in the next period and uncertain predictions be expected.
Many of the customers were not able to give complete data due to their busy schedule.
2. REVIEW OF LITERATURE
CUSTOMER SATISFACTION
Customer satisfaction is a key and valued outcome of good marketing practice. According to
Drucker (1954), the principle purpose of a business is to create satisfied customers. Increasing customer
satisfaction has been found to lead to higher future profitability (Anderson, Fornell, and Lehmann 1994),
lower costs related to defective goods and services (Anderson, Fornell, and Rust 1997), increased buyer
willingness to pay price premiums, provide referrals, and use more of the product (Reichheld 1996;
Anderson and Mittal 2000), and higher levels of customer retention and loyalty (Fornell 1992; Anderson
and Sullivan 1993; Bolton 1998). Increasing loyalty, in turn, has been found to lead to increases in future
revenue (Fornell 1992 Anderson, Fornell, and Lehmann 1994) and reductions in the cost of future
transactions (Reichheld 1996 Srivastava, Shervani, and Fahey 1998). All of this empirical evidence
suggests that customer satisfaction is valuable from both a customer goodwill perspective and an
organization‟s financial perspective.
Since we are proposing a method for analyzing the dependence of overall satisfaction with a
product or service on specific aspects of customer satisfaction, our review of the relevant literature will
begin with a brief discussion of the extant literature on customer satisfaction.
A firm‟s future profitability depends on satisfying customers in the present – retained customers
should be viewed as revenue producing assets for the firm (Anderson and Sullivan 1993, Reichheld 1996,
Anderson and Mittal 2000). Empirical studies have found evidence that improved customer satisfaction
need not entail higher costs, in fact, improved customer satisfaction may lower costs due to a reduction in
defective goods, product re-work, etc. (Fornell 1992; Anderson, Fornell, and Rust 1997). However, the
key to building long-term customer satisfaction and retention and reaping the benefits these efforts can
offer is to focus on the development of high quality products and services. Customer satisfaction and
retention that are bought through price promotions, rebates, switching barriers, and other such means are
unlikely to have the same long-run impact on profitability as when such attitudes and behaviors are won
through superior products and services (Anderson and Mittal 2000). Thus, squeezing additional reliability
out of a manufacturing or service delivery process may not increase perceived quality and customer
satisfaction as much as tailoring goods and services to meet customer needs (Fornell, Johnson, Anderson,
Cha, and Everitt 1996).
MEASURING CUSTOMER SATISFACTION
While it seems clear that increasing customer satisfaction is beneficial to a marketing manager,
how to measure it is less clear. Customer satisfaction has been studied from the perspective of the
individual customer and what drives their satisfaction (Oliver and Swan 1989; Oliver 1993; Fournier and
Mick 1999) as well as from an industry-wide perspective to compare customer satisfaction scores across
firms and industries (Fornell 1992; Anderson, Fornell, and Lehmann 1994; Fornell et al. 1996; Mittal and
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In attempting to measure customer satisfaction, it is possible that attributes can have different
satisfaction implications for different consumer and market segments – the usage context, segment
population, and market environment can influence satisfaction and product use (Anderson and Mittal
2000). Failure to take into account segment-specific variation may lead a firm to focus on the wrong
aspect for a given set of consumers (Anderson and Mittal 2000). Furthermore, consumers with similar
satisfaction ratings, yet different characteristics, may exhibit different levels of repurchase behavior
(Mittal and Kamakura 2001). It is clear, then, that market and consumer segments should be important
factors to consider when measuring customer satisfaction and its implications.
Kamakura 2001), while other research has examined customer satisfaction in a single organization
(Schlesinger and Zornitsky 1991; Hallowell 1996; Loveman 1998) or across several organizations
(DeWulf, Odekerken-Schröder, and Iacobucci 2001). In addition, specific tools for measuring customer
satisfaction have been developed in the past, including SERVQUAL (Parasuraman, Berry, and Zeithaml
1988, 1991). Thus, there exists an ample literature on which to draw when attempting to measure
customer satisfaction.
Garbarino and Johnson (1999) did consider segments in the customer base in their study of
satisfaction where they analyzed the different role played by satisfaction between low relational and high
relational customers. Their study, however, involved customers from only a single organization. Our
approach extends this work by studying customers from multiple organizations, and shares some
similarities with Anderson and Sullivan (1993) with respect to the type of analysis and sampling methods.
The goals of their research, however, were to study the antecedents and consequences of customer
satisfaction rather than investigate how different types of satisfaction may influence the overall measure
of customer satisfaction. In addition, our theoretical approach shares some similarities to Hutchison,
Kamakura, and Lynch (2000) who posited that unobserved heterogeneity is a problem for interpreting
results from behavioral experiments. The basic point of their argument is that aggregation may create
effects that do not exist in any segments, or may mask effects that do exist. The present study makes a
similar point and provides an analytical method for overcoming such a problem.
Kekre, Krishnan, and Srinivasan (1995) examine heterogeneity of effects across individual
customers of a single company using a random effect ordered probit model. These models are similar to
the hierarchical linear models considered here, and a single customer could be considered a subunit. Our
study extends this previous work by allowing for multiple levels of randomization. For example, we have
random samples of organizations and random samples of subunits within the organizations. An additional
extension is that we attempt to explain the variation across subunits.
SUB SEGMENTS VS. SUB UNITS
Other authors have examined the heterogeneity of customer satisfaction effects. Danaher (1998)
shows how latent class regression can be used to segment customers and estimate regression effects by
segment simultaneously. Our work is different in that we assume pre-defined subunits – our concern is
not to define segments that have different effects. For the problems examined here, the subunits already
exist. Danaher (1998) identifies segments of customers (end users) who place different emphasis on
different service attributes. Malthouse (2002) defines such a process as sub segmentation. A firm has
targeted a market segment and acquired customers/end users. It then sub segments these customers/end
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An important conceptual question concerns when one approach should be preferred over the
other. We make two points in response to this question. First, the pre-defined subunit approach to
studying heterogeneity is more appropriate when the resulting managerial actions will be implemented at
the subunit level. Second, managerial actions implemented at the subunit level are most reasonable when
there is homogeneity within a subunit and heterogeneity across subunits; when this is not the case the
organization should seek actions that can be implemented for sub segments of customers within a subunit.
We give several examples to illustrate these points.
Consider the case of a newspaper owner, discussed in more detail below. An owner in the U.S.
has multiple newspapers and wants to know whether to invest in improving either the service or the
content of its individual papers. Investing in content could involve hiring additional reporters so that local
news can be covered more thoroughly, adding pages to existing sections, adding special-interest sections,
etc. For most newspapers in the U.S. these actions would have to be taken at the subunit level.
users from a market segment into smaller, more homogeneous groups based on some criteria such as
utility for aspects of the product in the case of Danher (1998).
One might object by suggesting, for example, that large metropolitan newspapers (which
represent only a small percentage of U.S. newspapers) could improve content for specific suburban
communities by hiring reporters and adding customized local sections. We would argue that the suburban
“zone” would be a subunit. A second example can be when actions primarily involve reach media. If a
company is communicating a single message with, for example, television, newspapers, billboards, etc.,
the message must be tailored to the subunit reached by the media. A third example is managerial actions
that are most naturally applied at the subunit level of retail stores, car dealerships, supermarkets, and bank
branches, as discussed previously.
A corporation could send employees of certain subunits, but not all, for specialized customer
service training programs. Corporations often choose where to locate subunits, and might opt for more
expensive locations in regions where “convenience” is more important. In addition, pricing strategies
often must be executed at the subunit level (Singh, Chintagunta, and Dube 2002) Of course, there are
numerous examples of situations where customer sub segmentations are more appropriate. See Danaher
(1998) or Malthouse (2002) for further discussion and examples.
The present research represents the first study of which we are aware to measure customer
satisfaction from a representative sample of customers who are in turn from a representative sample of
organizations in a single industry. The analysis was replicated in a second industry to confirm that the
findings are not unique to a single industry.
Research methodology is a way to systematically solve the research problem or to obtain
a solution to a problem with a specific purpose, through a systematic approach.
RESEARCH DESIGN:
A research design is the arrangement of conditions for collection and analysis of data in a
manner that aims to combine relevance to the research purpose with economy in procedure. The task of
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defining the research problem is the preparation of the design of the research project, popularly known as
the “Research Design”.
Research design is used to study about the descriptive research.
DESCRIPTIVE RESEARCH:
The main characteristic of this method is that the researcher has no control over the
variables. She/he can only report what has happened or what is happening.
SAMPLING TECHNIQUE:
A sample design is a definite plan for obtaining a sample from the sampling frame. It
refers to the technique or the procedure the research would adopt in selecting design is determined before
any data are collected.
The field work is the actual collection process and the respondents, who are buying
product from Shri Kannan Departmental Stores. The respondents were met and told about the objectives
of the study and data were collected through questionnaire form. Convenient Sampling method is used in
the study.
Descriptive research study includes surveys and a fact finding enquires of different kind
which helps the researchers to describe the present situation that makes the analysis about the customer
attitude and helps to each the objects.
CONVENIENCE SAMPLING:
When population elements are selected for inclusion in the sample based on the ease of
access, it can be called convenience sampling. The sampling elements are selected based on convenience
of the researcher.
SAMPLE SIZE:
The sample size taken for study is 150 respondents.
DESIGN:
The questions are based on multiple choices and it is designed on the basis of summated
scale of Likert -type scale under technique.
DATA COLLECTION METHOD
The data collection method includes both types of data:


Primary data
Secondary data
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PRIMARY DATA
The study comprises on primary data, which has collected directly from the respondents. It‟s a
fresh data.
The primary data were collected only in the field survey by meeting the respondents personally
and getting information through a questionnaire.
Secondary data means data that are already available i.e., they refer to the data which have
already been collected and analyzed by someone else.
Secondary data were collected from the company broachers, fact sheets, report copies, websites.
Secondary data may either be published data or unpublished data.
STATISTICAL TOOLS USED
 Simple percentage method
 Chi-square method
 Weighted average method
STATISTICAL TOOLS USED FOR ANALYSIS OF DATA
SECONDARY DATA
SIMPLE PERCENTAGE (%) TOOL
Percentages are often used in data presentation for they simplify numbers, reducing all
of them to a 0 to 100 range. Through the use of percentages, the data are reduced in the standard form
with base equal to 100 which fact facilitates relative comparisons. While using percentages, the following
rules should kept in view by researchers:
1.
2.
3.
4.
5.
Two or more percentages must not be averaged unless each is weighted by the group size
from which it has been derived.
Use of too large percentages should be avoided because it‟s difficult to understand and
tends to confuse.
Percentages hide the base from which they have been computed.
Percentage decreases can never exceed 100 % and as such for calculating the percentage
of decrease of decreases, the higher figure should invariably be taken as the base.
Percentages should generally be worked out in the direction of the causal factor in case of
two-dimension tables.
FORMULA:
Simple percentage analysis is calculated as =
No.of Re spondents
x 100
Total Re spondents
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CHI – SQUARE TEST(χ2)
A chi-square test is any statistical hypothesis test in which the test statistic has a chi-square
distribution when the null hypothesis is true, or any in which the probability distribution of the test
statistic (assuming the null hypothesis is true) can be made to approximate a chi-square distribution as
closely as desired by making the sample size large enough.
Formula:
= ∑
(Oi – Ei)2
Ei
Where
Oi ---- Observed Frequency,
Ei ---- Expected Frequency.
WEIGHTED AVERAGE
The weighted average is the average that adjusts for the frequency of individual values. A
company has to employee a combination of creditors and fund owners, the composite cost of capital lies
between the least and most expensive funds.
Chi-square (χ2)
Weighted average can be defined as an average whose component item are multiplied by
certain values(weights) and the aggregate of the products are divided by the total of weights.
FORMULA:
Xw
=
WiXi / Wi
Xw
=
Weighted arithmetic mean
Xi
=
the variable
Wi
=
Weights attached to the variable Xi i-1…………n
Where
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4.ANALYSIS OF DATA:
TABLE: 4.1.1
AGE GROUP
NO. OF
RESPONDENTS
PERCENT
Less than or equal to 20
15
10
21-30
59
39.33
31-40
56
37.33
Greater than 40
20
13.34
TOTAL
150
100.00
SOURCE: PRIMARY DATA
INTERPRETATION:
From the above table it is inferred that 10% of the respondents are under the age group of 20
years, 39.33% of the respondents are 21-30 years, 37.33% of the respondents are 31-40 years and 13.34%
of the respondents are above 40 years.
AGE OF RESPONDENTS
TABLE 4.1.2
GENDER OF RESPONDENTS
GENDER
NO. OF RESPONDENTS
PERCENTAGE
MALE
128
85.33
FEMALE
22
14.67
TOTAL
150
100
INTERPRETATION:
From the above table it is inferred that 85.33% of the respondents are male and 14.67% of the
respondents are female.
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TABLE: 4.1.3
MARITAL STATUS
NO. OF
RESPONDENTS
PERCENT
MARRIED
94
62.67
UNMARRIED
56
37.33
TOTAL
150
100
SOURCE :PRIMARY DATA
INTERPRETATION:
From the above table it is inferred that 62.67% of the respondents are married and 37.33% are
unmarried.
TABLE: 4.1.4
EDUCATIONAL QUALIFICATION OF RESPONDENTS
MARITAL STATUS OF RESPONDENTS
QUALIFICATION
NO. OF
RESPONDENTS
PERCENTAGE
SCHOOL LEVEL
28
18.67
DEGREE/DIPLOMA
61
40.67
PG
28
18.66
ANY OTHER
33
22
TOTAL
150
100
INTERPRETATION:
From the above table it is inferred that 18.67% of the respondents are school level,40.67% of the
respondents are UG level,18.66% of the respondents are PG level and 22% of the respondents are other
category.
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TABLE: 4.1.5
OCCUPATION
NO. OF
RESPONDENTS
PERCENTAGE
STUDENT
17
11.33
HOUSE WIFE
8
5.33
EMPLOYED
68
45.34
BUSINESS
57
38
TOTAL
150
100.00
INTERPRETATION:
From the above table it is inferred that 11.33% of the respondents are student,5.33% of the
respondents are housewife,45.34% of the respondents are employed and 38% of the respondents are
business people.
TABLE: 4.1.6
OCCUPATION OF RESPONDENTS
MONTHLY INCOME OF RESPONDENTS
MONTHLY INCOME
FREQUENCY
PERCENTAGE
Less than 3000
-
-
3,000-6,000
14
9.33
6,001-9,000
43
28.67
Above 9,000
93
62
TOTAL
150
100
INTERPRETATION:
From the above table it is inferred that,9.33% of the respondents are under the income level of
Rs.3,000 – Rs.6,000, 28.67% of the respondents are under the income level of Rs.6,000 – Rs.9,000 and
62% of the respondents are under the income level of above Rs.9,000.
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TABLE: 4.1.7
FAMILY SIZE
FREQUENCY
PERCENTAGE
Upto 2
4
2.67
2-4
54
36
4-6
76
50.67
Above 6
16
10.66
Total
150
100
SOURCE :PRIMARY DATA
INTERPRETATION
From the above table it is inferred that 2.67% of the respondents are Less than 2,36% of the
respondents are 2-4,50.67% of the respondents are 4-6 and 10.66% of the respondents are Above 6.
TABLE 4.1.8
FAMILY SIZE OF RESPONDENTS
PRODUCT BUYING PLACE
PLACE
FREQUENCY
PERCENTAGE
Departmental stores
116
71.33
Shops/Markets
30
20
Sales representative
4
2.67
Exhibition
-
-
150
100
TOTAL
INTERPRETATION
From the above table it is inferred that 71.33% of the respondents are purchased in departmental
stores, 20% of the respondents are purchased in shops/markets,2.67% of the respondents are purchased
from sales representative.
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TABLE 4.1.9
MEDIA INSIST
FREQUENCY
PERCENTAGE
Through television
21
14
Through newspaper
19
12.67
Through pamphlets
19
12.66
Mouth advertisement
91
60.67
Total
150
100
INTERPRETATION
From the above table it is inferred that 14% of the respondents are insist through
television,12.67% of the respondents are insist through newspaper,12.66% of the respondents are insist
through pamphlets and 60.67% of the respondents are insist mouth advertisement.
MEDIA INSIST YOU TO PURCHASE IN SHRI KANNAN DEPARTMENTAL STORES
TABLE 4.1.10
REASON FOR PURCHASING
REASONS
FREQUENCY
PERCENTAGE
Convenient
68
45.33
More quality
28
18.67
Less cost
32
21.33
Time saving
22
14.67
Total
150
100
INTERPRETATION
From the above table it is inferred that 45.33% of the respondents are purchasing for
convenient,18.67% of the respondents are purchasing for more quality,21.33% of the respondents are
purchasing for less cost and 14.67% of the respondents are purchasing for Time saving.
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TABLE 4.1.11
PURCHASING YEARS
FREQUENCY
PERCENTAGE
Less than 1
27
18
1 to 2
32
21.33
2 to 3
45
30
Greater than 3
46
30.67
150
100
TOTAL
INTERPRETATION
From the above table it is inferred that 18% of the respondents are purchased Less than a
year,21.33% of the respondents are purchased 1-2 years,30% of the respondents are purchased 23 years and 30.67% of the respondents are purchased Above 3 years.
PRODUCT TYPE
YEARS OF PURCHASING
FREQUENCY
TABLE 4.1.12
TYPE OF THE PRODUCT
PERCENTAGE
Fruits & Vegetables
7
4.67
Provisions & Groceries
23
15.33
Cosmetic product
17
11.33
Health care product
5
3.33
Stationary products
13
8.67
All the above
85
56.67
150
100
Total
INTERPRETATION
From the above table it is inferred that 4.67% of the respondents are purchased Fruits
&Vegetables, 15.33% of the respondents are purchased Provisions Groceries, 11.33% of the respondents
are purchased Cosmetic product, 3.33% of the respondents are purchased Health care product, 8.67% of
the respondents are purchased Stationary product, 56.67% of the respondents are purchased all of the
above.
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TABLE 4.1.13
DAMAGE HANDLING
HANDLING TYPE
FREQUENCY
PERCENTAGE
129
86
Delay in rectification
8
5.34
No exchange
5
3.33
No response
8
5.34
150
100
Total
INTERPRETATION
From the above table it is inferred that 86% of the respondents are tells Immediate
rectification,5.34% of the respondents are tells Delay in rectification,3.33% of the respondents are tells
No exchange and 5.34% of the respondents are tells No response.
TABLE 4.1.14
Immediate rectification
PARKING FACILITY
PARKING FACILITY
FREQUENCY
PERCENTAGE
Only 2 wheeler
90
60
Only 4 wheeler
2
1.33
Both 2&4 wheeler
1
0.67
No parking facility
57
38
Total
150
100
INTERPRETATION
From the above table it is inferred that 60% of the respondents are tells only 2 wheeler,1.33% of
the respondents are tells only 4 wheeler,0.67% of the respondents are tells Both 2&4 wheeler and 38% of
the respondents are tells No parking facility.
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TABLE 4.1.15
DISCOUNT & BENEFITS
FREQUENCY
PERCENTAGE
Always
46
30.67
Often
31
20.66
Sometimes
58
38.67
None
15
10
150
100
Total
INTERPRETATION
From the above table it is inferred that 30.67% of the respondents are tells Always,20.66% of the
respondents are tells Often,38,67% of the respondents are tells Sometimes and 10% of the respondents are
tells None.
4.2 CHI-SQUARE TABLE
DISCOUNT & BENEFITS
4.2.1. To find out whether there is any relationship between gender and satisfaction level of the
Customer.
Highly satisfied
Satisfied
neutral
Dissatisfied
Highly dissatisfied
Rating
Total
Qi
Ei
Qi
Ei
Qi
Ei
Qi
Ei
Qi
Ei
Male
61
63.5
54
49.95
5
5.08
6
6.77
1
1.69
127
Female
14
11.5
5
9.05
1
0.92
2
1.24
1
.306
23
Total
75
59
6
8
2
150
Ho = the attributes are independent (i.e.) there is no relationship between the Gender & Satisfaction level.
Ha = the attributes are dependent (i.e.) there is relationship between the Gender & Satisfaction level.
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Where Oi = Observed Frequency
Ei = Expected Frequency
Expected Frequency can be calculated using formula:
Ei = (Row Total * column Total )/Grand Total
Chi-Square can be calculated using the formula:
Where χ2 = Chi – Square
The calculated value is 5.2324
Degree of freedom = (m-1) (n-1)
= (2-1) (5-1)
=4
The table value at 5% = 9.48
INTERPRETATION
χ2 = (∑ (oi – Ei)2) / Ei
The calculated value is less than the tabulated value.So, H0 is accepted.Hence,the attributes are
independent (i.e) there is no relationship between the Gender & Satisfaction level.
4.2.2 . To find out whether there is any relationship between members in the family and family
members satisfaction.
Highly satisfied
Satisfied
neutral
Dissatisfied
Highly dissatisfied
Rating
Total
Qi
Ei
Qi
Ei
Qi
Ei
Qi
Ei
Qi
Ei
Up to 2
1
1.57
2
1.366
0
0.26
1
0.26
0
0.026
4
2 to 4
18
21.24
27
25.2
2
3.6
6
3.6
1
.36
54
4 to 6
35
29.5
29
35
8
5
3
5
0
0.5
75
Above 6
5
6.686
12
7.93
0
1.13
0
1.13
0
0.11
17
Total
59
70
10
10
1
150
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Chi-Square can be calculated using the formula: χ2 = (∑ (oi – Ei)2)/Ei
Degree of freedom
= (m-1) (n-1)
= (4-1) (5-1)
= 12
INTERPRETATION
The calculated value is greater than the tabulated value.So, H0 is Rejected.Hence,the attributes are
dependent (i.e) there is relationship between Members in the family & Family members Satisfaction
level.
4.2.3. To find out whether there is any relationship between members in the family and family
members satisfaction.
Highly satisfied
Satisfied
Neutral
dissatisfied
Highly dissatisfied
Rating
Total
Qi
Ei
Qi
Ei
Qi
Ei
Qi
Ei
Qi
Ei
Student
8
9.386
3
3.52
3
2.24
2
0.64
0
0.213
16
Housewife
6
5.866
3
2.2
1
1.4
0
0.4
0
0.133
10
Employed
39
39.89
17
14.96
9
9.52
2
2.72
1
0906
68
Business
35
32.85
10
12.32
8
7.84
2
2.24
1
0.746
56
Total
88
33
21
6
2
150
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Chi-Square can be calculated using the formula:
χ2 = (∑ (oi – Ei)2)/Ei
Degree of freedom
= (m-1) (n-1)
= (4-1) (5-1)
= 12
INTERPRETATION
The calculated value is lesser than the tabulated value. So, H0 is accepted. Hence, the attributes are
independent (i.e) there is no relationship between Occupational status & Recommended to others.
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4.3 WEIGHTED AVERAGE METHOD
4.3.1. Table showing the opinion about store infrastructure in Shri kannan departmental store.
S.NO
ATTRIBUTES
SA
A
N
DA
SDA
WA
RANK
1.
This store looks clean
and compact inside
91
15
43
1
-
43.067
4
2.
This store is very
rarely out of stock on
various products
66
62
19
1
2
42.6
5
3
The store security
people constantly
watch the customer
while they shopping
91
31
25
1
2
43.867
3
4.
The products
arrangements are
designed for
customers shopping
convenience
83
43
24
-
-
43.93
2
5.
Store employees are
available all the time
and are ready to help
if there is any need
72
37
40
1
-
42
6
6.
Customer can do
shopping very quickly
in this store and have a
fast check-out
91
36
22
-
1
44.4
1
INTERPRETATION
From the table it is inferred that product Check out ranked 1st, Product arrangements and design
ranked 2nd, Store security people ranked 3rd, Store look ranked 4th, Out of stock ranked 5th, Store
employee ranked 6th.
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4.3.2. Table showing the opinion about customer satisfaction in Shri kannan departmental store.
S.NO
ATTRIBUTES
SA
A
N
DA
SDA
WA
RANK
1.
The products at
this store have
latest trends and
styles
95
36
19
-
-
45.067
1
2.
This store is
close to the
customers living
area
51
59
36
4
-
40.467
5
3.
Customers
always have
admiration about
this store
66
54
30
-
-
42.4
4
4.
This store has
written
complaint
handling policy
71
54
21
2
2
42.67
3
5.
This store
permits the
customers to
return back the
defective
products
90
35
24
-
1
44.2
2
INTERPRETATION
From the table it is inferred that Latest trends and styles ranked 1 st, Return back the defective
products ranked 2nd, Complaint handling policy ranked 3rd, Customers admiration about this store ranked
4th, Customers living area ranked 5th.
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5.FINDINGS OF THE STUDY:











 It is identified from the analysis that 10% of the respondents are under the age group of 20 years,
39.33% of the respondents are 21-30 years, 37.33% of the respondents are
31-40 years and 13.34% of the respondents are above 40 years.










Majority (85.33%) of the respondents are male and 14.67% of the respondents are female.
Most of the respondents (62.67%) are married.
The study reveals that 40.67% of respondents are mostly under graduate.
It is clear that 45.34% of the respondents mostly are Private Employees.
It is clear 62% of the respondents have monthly salary above Rs.9000.
It is clear that 2.67% of the respondents are Less than 2, 36% of the respondents are 2-4, 50.67%
of the respondents are 4-6 and 10.66% of the respondents are Above 6.
Most of the respondents (71.33%) are buying at departmental stores.
It is identified from the analysis that 14% of the respondents are insist through television,12.67%
of the respondents are insist through newspaper,12.66% of the respondents are insist through
pamphlets and 60.67% of the respondents are insist mouth advertisement.
Most of the respondents 45.33% of the respondents are purchasing for convenient purpose,
The study reveals that 18% of the respondents are purchased Less than a year,21.33% of the
respondents are purchased 1-2 years,30% of the respondents are purchased 2-3 years and 30.67%
of the respondents are purchased Above 3 years.
It is identified from the analysis that 4.67% of the respondents are purchased Fruits &Vegetables,
15.33% of the respondents are purchased Provisions Groceries, 11.33% of the respondents are
purchased Cosmetic product, 3.33% of the respondents are purchased Health care product, 8.67%
of the respondents are purchased Stationary product, and 56.67% of the respondents are
purchased all of the above.
It is clear that 86% of the respondents are tells Immediate rectification, 5.34% of the respondents
are tells Delay in rectification, 3.33% of the respondents are tells No exchange and 5.34% of the
respondents are tells No response for damaged products
The study reveals that 60% of the respondents are tells only 2 wheeler parking, 1.33% of the
respondents are tells only 4 wheeler parking , 0.67% of the respondents are tells both 2&4
wheeler parking and 38% of the respondents are tells No parking facility.
It is clear that 30.67% of the respondents are tells Discount Always, 20.66% of the respondents
are tells Discount Often, 38.67% of the respondents are tells Discount Sometimes and 10% of the
respondents are tells Discount none.
Most of the respondents (60.67%) are agree with their store cleanliness good
55.33% of the respondents are agreeing with their products displayed very good in this store
Mostly 44% of the respondents agree with the out of stock in their store.
63.33% of the respondents agree the modern outlook of Kannan departmental stores.
Mostly 60% of the respondents agree with their returning defective products..
Mostly of the respondents (47.33%) are disagree with their written complaint handling policy.
It is clear that 71.33% of the respondents are normally buy products at departmental stores.
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 Shri kannan departmental store may satisfy the customer according to their preference and their
taste
 They may improve their reliability factor, which includes employees help, fast check out etc
 They can take the customer problem and give solution for immediately
 They must improve their parking facility as for the customer requirements
 They must improve their written complaint handling policy
 To improving the discount policies in Shri kannan departmental store may increasing the
customers also
 It is observed that the company is not maintaining adequate stock. So the company should
maintain proper stock. So that the customers can get the products on time at the required time.
This will help the company to retain its customers.
7. CONCLUSION
There is an urgent boom in the retaining industry many markets and malls have been established
to accompany the needs of the customers. The customers prefer shopping in the super markets,
department stores, malls. To attract the new customers and update the regular customer they to retain a
good relationship with their customers like customer satisfaction, price, quality, advertisement etc. many
of the customers are buying for the price, availability etc.
6. SUGGESTION OF THE STUDY
The Shri Kannan departmental stores have retained many precious customers through its physical
aspect, reliability, personal interaction etc. the store has to maintain its goodwill and upgrade itself to the
growing needs of the customers. The shore now should not only concentrate on maintain its good will, but
also it should make up itself in the market meeting changes. As customers are the main asset of the store,
it should focus on presenting the health and good relationship with customers.
8. BIBLIOGRAPHY
CRAIG COCHRAN (2003), “CUSTOMER SATISFACTION TOOLS, TECHNIQUES AND
FORMULAS FOR SUCCESS” First edition, Paton professional, Chico CA.
NIGEL HILL, GREG ROCHE AND RACHEL ALLEN (2007), “CUSTOMER SATISFACTION” First
edition, published by cogent publishing ltd, London.
NIGEL HILL, JIM ALEXANDER (2006),“CUSTOMER SATISFACTION AND LOYALTY
MANAGEMENT” Third edition ,Gower publishing limited, England.
WEB SITES:
www.googlebooks.com
www.wikipedia.com
www.managementhelp.com
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IJMRR
TO STUDY ABOUT THE CONSUMER AWARENESS OF NUTRIENT WATER WITH
SPECIAL REFERENCE TO TATA WATER PLUS
S.KALAIARASAN
LECTURER, DEPARTMENT OF COMMERCE, SASURIE ARTS AND SCIENCE COLLEGE, TIRUPUR
ABSTRACT
Marketing is recognized as a most significant activity in our society. Marketing research is seen as a way
to integrate the organization activities and focus them on needs of the market place. Marketing has always
thought of the consumers intentions of who buys what, at what, for what price, where, etc. This kind of
information derived from endurable consumer behaviour data is very important in locating a product or
brand in the total market. They require an answer to the question why consumers buy a particular product
and how current and non-users can be switched to a specific brand. The world market is a physical place
where buyers and sellers gather to exchange goods and services. Medieval towns had market squares
where sellers brought their goods, and buyers shopped for goods. A market in general may be described
as a place or geographical area where buyers and sellers meet and function goods and services, which are
offered for sale and transfers, of ownership of title.
Keywords: Marketing research, Consumer needs, Consumer Characteristics
Market survey on consumer awareness encompasses activities directed towards the systematic study of
the nature of
1.
Consumer needs
2.
Product characteristics (to what extent they do or do not meet the needs).
3.
Consumer Characteristics.
Marketing is recognized as a most significant activity in our society. Marketing research is seen as a way
to integrate the organization activities and focus them on needs of the market place.Marketing has always
thought of the consumers intentions of who buys what, at what, for what price, where, etc. This kind of
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information derived from endurable consumer behavior data is very important in locating a product or
brand in the total market. They require an answer to the question why consumers buy a particular
product and how current and non-users can be switched to a specific brand. From trying to apply
to a general list of buying to the purchase of a particular product or brand, the present study
proceeds to determine from the user why he bought or preferred the brand. The main research
task is to find out what motivates the consumers towards product use and brand preference and
taste preference which distinguish the user of one brand from the user of other brand.
The world market is a physical place where buyers and sellers gather to exchange goods and services.
Medieval towns had market squares where sellers brought their goods, and buyers shopped for goods. A
market in general may be described as a place or geographical area where buyers and sellers meet and
function goods and services, which are offered for sale and transfers, of ownership of title.
The word “Market” is a term, which is derived from Latin word “Mercatus” meaning “to trade”. It also
means “Merchandise”, or “a place of business”.
Market Identification
The first step in analyzing a product, market potential is to identity the market. The market identification
requires answers to the following questions.
INTRODUCTION ABOUT MARKET
1.
2.
3.
Who buys the products?
Who are the prospective buyers and users?
Who use their products?
MARKETING AN OVERVIEW
1.
Marketing mix is the set of marketing tools that the firm uses to pursue its marketing objectives in
the target market.
2.
Although buying attitudes and practices are likely to vary not only from one industry or market
segment to another but also within the same industry or segment. It is usually possible to discover
some general patterns, the manufacturers of a material or component part often finds its profitable
to study the buying behavior of customers for the end products.
3.
Each market segment must be large enough to justify the investment required to market the
product in it.
4.
Maximum sales potential for all sellers of a product or services over a fixed period.
5.
The determination of how demand would be generated, as a result of a given increase in the
product of an industry requires the use of input output co-efficient.
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Segmentation of market areas differs from one another in respect of their demand characteristic size of
population state of competition and the buying power of consumers
2. OBJECTIVES
To study about the consumer awareness and opinion about the nutrient water
To check the level of awareness and acceptance among the people
Factors leading to the non-acceptance of nutrient water
The study helps to know the factors that influence the consumers to buy the product. The necessary
change in the product features and other factors that the consumers feel can also be looked into.
Customers view on packaged drinking water and the variant of nutrient water can be obtained.
LIMITATION OF THE STUDY
The next limitation being small sample size which was again due to the time factor. So, with the
small sample size accurate results cannot be got and results got won't be universally accepted.
Another major limitation being the area of research. The time being limited and sample size of
120 consumers, the area to be covered was part of Ambattur . Therefore this report is applicable
to Ambattur limit only.
SCOPE OF STUDY
Research methodology is a way to systematically solve the research problem. It is purely and simply the
framework (or) plan. For a study that guides the collection and analysis of the data. In the consumer
survey, the researcher adopted the descriptive research design of collecting and analysing the data.
Research Design
A research design is the basic plan, which guides the data collection and analyses phases of the research
project. It is the framework, which specifies the type of information to the collected, the sources of data
and the data collection procedure.
Descriptive Research Design
Descriptive research includes surveys and fact-findings, enquiries of different kinds. The major purpose
of descriptive research is description of the state of affairs as it exists at present.
Sample size
The study population constitutes only 120 respondents in Ambattur area in Chennai.
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Sampling Technique (or) Sampling
Data Collection
There were several ways of collecting the appropriate data, which differ considerably in context of money
costs, time and other resources at the disposal of the researcher. To collect the data, a detailed interview
schedule was prepared. With help of the schedule the researcher elicited the information from the
respondents for further analysis.
Questionnaire Design
Questionnaire was used to interview the respondents. While framing the questionnaire, care was taken to
ensure that as far as possible, it isclear and unambiguous. It does not contain any room for
misinterpretation.
Sampling is simply the process of learning about the population on the basis of a sample drawn from it.
Thus, in the sampling technique instead of every unit of the universe only a part of the universe is studied
and the conclusions are drawn on that basis for the entire universe. The universe studied by the researcher
is that of consumers - comprising of Businessmen, Housewives, Workers and Employees. The
respondents were met at their residences and at the place of purchase. The respondents were selected by
using simple random sampling method.
The opinions, attitudes, perception and belief of the respondents were collected with reference to the
nutrient water in the market.
Data Analysis
The data so then collected are tabulated and analyzed and interpreted by applying the following tools:
 Simple Percentage
 Chi-square method
1. Simple Percentage Method:
The ratios are very often expressed as percentages. In the calculation of percentage one figure is taken as
base and is represented by 100.The other figures are expressed as ratio of this base.
2. Chi – Square method:
The chi – square is a measure of actual divergence of the observed and expected frequencies and
as such if there is no difference between observed and expected frequencies the value of chi – square is
zero. Chi – square test enables us to find out whether the divergence between expected and actual
frequencies is significant or not. The following formula can be used for calculating chi – square value.
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(O-E) 2
Chi – square ( 2) = -------------------E
Where,
O = observed frequency
Degree of freedom:
The term “degree of freedom” refers to the number of “independent constraints” in a set of data.
The degrees of freedom are calculated by the formula.
V = (c - 1) x (r - 1)
V = stands for degrees of freedom
C = stands for number of columns
R = for number of row
Level of significances:
E = expected frequency
The probabilities indicate the extend of reliance that we can place on the conclusions drawn. The
same technique is used in case of chi – square test and table values of 2 are available at various
probabilities level. These levels are called level of significance.
4. ANALYSIS AND INTERPRETATION OF DATA
Data Analysis
Data analysis is the process of placing the data in an order from combining them with the existing
information and extracting the meaning from them. In other words, analysis is an answer to the question
“what message is conveyed by each group of data” which are otherwise raw facts and are unable to give a
meaning information. The raw data become information only when they are analyzed and put in a
meaningful form.
TABLE - 4.1
RESPONDENTS ON THE BASIS OF GENDER
Gender
No. of Respondents
Percentage
Male
78
65
Female
42
35
Total
120
100
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INTERPRETATION
The above table shows that 65% of the respondents are male and remaining 35% respondents are female.
TABLE - 4.2
Age Group
No. of Respondents
Percentage
21 – 30 Yrs.
53
44.17
31 – 40 Yrs.
42
35
41 – 50 Yrs.
19
15.83
Above 50 Yrs.
6
5
Total
120
100
INTERPRETATION:
The above table shows that the 44.17% of the respondents belong to the age group of 21 – 30 years, 35%
of the respondents belong to the age group of 31 – 40 years, 15.83% of the respondents belong to the age
group of 41 – 50 years and about 5% of the respondents belong to the age group of above 50 years.
AGE GROUP OF THE RESPONDENTS
TABLE – 4.3
OCCUPATION OF THE RESPONDENTS
Occupation
No. of Respondents
Percentage
Home maker
18
15
Business
27
22.5
professional
29
24.2
Employee
46
38.3
Total
120
100
INTERPRETATION:
The table represents the percentage of the respondents on the basis of their occupation. 15% of the
respondents are home makers, 22.5% of the respondents are in to Business, 24.2% of the respondents are
professionals and the remaining 38.3% of the respondents are employees.
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TABLE - 4.4
Income Level
No. of Respondents
Percentage
Below 10000
52
43.3
10000 – 20000
46
38.4
Above 20000
22
18.3
Total
120
100
INTERPRETATION:
It is inferred from the above table that 43.3% of the respondents are earning below Rs.10000 per month,
38.4% of the respondents are earning Rs.10000 – 20000 per month and the remaining 18.3% of the
respondents are earning above Rs. 20000 per month.
TABLE 4.5
INCOME OF THE RESPONDENTS
HABIT OF DRINKING PACKAGED WATER REGULARLY
Habit of drinking
No. of Respondents
Percentage
Yes
93
77.5
No
27
22.5
Total
120
100
packaged water
INTERPRETATION:
From the above table it is clear that 77.5% of respondents have the habit of drinking packaged water
regularly.
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TABLE 4.6
Reasons
No. of Respondents
Percentage
Taste
18
15
Quality
68
56.7
Self esteem
12
10
Not available
other water
Total
of 22
18.3
120
100
INTERPRETATION:
REASON FOR TAKING PACKAGED DRINKING WATER
From the above table 56.7 percent of the respondents drinking packaged drinking water because of its
quality. It is followed by the non-availability of drinking water.
TABLE 4.7
ROLE OF ADVERTISEMENT
No. of
Role of advertisement
Percentage
Respondents
Yes
43
35.8
No
77
64.2
Total
120
100
INTERPRETATION:
The above table shows that 35.8 % of the respondents are influenced by advertisement to purchase
packaged drinking water and 64.2% of the people are not influenced by the advertisement to purchase
packaged drinking water.
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TABLE 4.8
Brand conscious
No. of Respondents
Percentage
Yes
74
61.7
No
46
38.3
Total
120
100
INTERPRETATION:
The above table shows that the 61.7% of the respondents are brand conscious and remaining 38.3% of the
respondents are not brand conscious
BRAND CONSCIOUS
TABLE 4.9
AWARENESS OF NUTRIENT WATER
Awareness of nutrient water
No. of Respondents
Percentage
Yes
103
85.9
No
17
14.1
Total
120
100
INTERPRETATION:
The above table shows that 85.9 % of the respondents are aware of the nutrient water
and remaining 14.1 % of the people are not aware of nutrient water.
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TABLE-4.10
RESPONDENTS CONSUMING NUTRIENT WATER
No. of Respondents
Percentage
Yes
44
36.7
No
76
63.3
Total
120
100
INTERPRETATION:
From the above table shows that 36.7 % of the respondents consume nutrient water
and majority 63.3 % of the respondents are not consuming nutrient water.
TABLE-4.11
Respondents consuming nutrient
water
REASON FOR NOT CONSUMING NUTRIENT WATER
Reasons
No. of Respondents
Percentage
Not aware
17
22.4
Bad taste
7
9.2
High price
40
52.6
Not available in shops
12
15.8
Total
76
100
INTERPRETATION:
The above table shows that 52.6 % of the respondents are not consuming the nutrient water because of
high price, 22.2 % are not aware of the nutrient water, 15 % of people expressed that nutrient water is not
available and the remaining 9.2 % of the respondents are not consuming nutrient water because of bad
taste.
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TABLE 4.12
REASON FOR CONSUMING NUTRIENT WATER
No. of Respondents
Percentage
Taste
10
22.7
Price
8
18.2
Healthy
23
52.3
Availability
3
6.8
Total
44
100
INTERPRETATION:
From the above table we can conclude that 52.3 % of the respondents consuming nutrient water as it is
healthy, 22.7 % of the respondents are consuming nutrient water for its taste, 18.2% of the respondents
are consuming nutrient water because of the premium price, 6.8% of the respondents are consuming
nutrient water because of its availability.
Reasons
TABLE 4.13
RECOMMENDING NUTRIENT WATER
Respondents
recommend
No. ofRespondents
nutrient water to others
Percentage
Yes
53
44.2
No
67
55.8
Total
120
100
INTERPRETATION:
The above table shows that 55.8 % of the respondents do not recommend nutrient water to others and
remaining 44.2 % of the respondents recommend nutrient water to others
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TABLE 4.14
Expectations
No. of Respondents
Percentage
Reduce price
68
56.7
Improve quality
18
15
Improve taste
12
10
Improve availability
22
18.3
Total
120
100
INTERPRETATION:
The above table shows that 56.7% majority of the respondents are expecting reduction in price. 15% of
the respondents expect to improve the quality, 10% of the respondents expect to improve the taste, and
18.3% of the respondents expect that Tata water plus should be widely available.
EXPECTATIONS FROM TATA WATER PLUS
CHI-SQUARE TEST
OCCUPATION OF THE RESPONDENTS AND AWARENESS OF NUTRIENT WATER
AWARENESS
OCCUPATION
YES
NO
TOTAL
13
5
18
BUSINESS
25
2
27
PROFESSIONAL
27
2
29
EMPLOYEE
38
8
46
TOTAL
103
17
120
HOME MAKER
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S.NO
O
E
(O – E)
(O-E)2
(O-E)2/E
1
13
15.45
-2.45
6
0.39
2
5
2.55
2.45
6
2.35
3
25
23.17
1.83
3.34
0.14
4
2
3.83
-1.83
3.34
0.87
5
27
24.9
2.1
4.41
0.18
6
2
4.10
-2.1
4.41
1.07
7
38
39.5
-1.5
2.25
0.056
8
8
6.5
1.5
2.25
0.35
TOTAL
COMPUTATION OF CHI-SQUARE
5.406
: There is no relationship between the occupation of the respondents and the
awareness of the nutrient water.
Alternative Hypothesis (H1): There is a relationship between the occupation of the respondents and the
awareness of the nutrient water.
RESULT:
Calculated Chi-Square value = 5.406
Degree of Freedom
=3
Table Value
= 7.82
= 5%
INTERPRETATION:
From the above table it is clear that the calculated Chi-Square Value is smaller than that of the table value
3 degree of freedom. So Alternative Hypothesis (H1) is rejected. Hence it is concluded that there is no
significant relationship between the occupation of the respondents and the awareness of the nutrient
water.
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CHI-SQUARE TEST
INCOME OF THE RESPONDENTS AND THE CONSUMPTION OF NUTRIENT WATER
CONSUMPTION
NO
YES
TOTAL
BELOW 10000
8
44
52
10000 – 20000
24
22
46
ABOVE 20000
12
10
22
TOTAL
44
76
120
COMPUTATION OF CHI-SQUARE
INCOME
S.NO
O
E
(O – E)
(O-E)2
(O-E)2/E
1
8
19.06
-11.06
122.32
6.41
2
44
32.93
11.07
122.54
3.72
3
24
16.86
7.14
50.97
3.02
4
22
29.13
-7.13
50.83
1.74
5
12
8.06
3.94
15.52
3.59
6
10
13.93
-3.93
15.44
1.10
TOTAL
19.58
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Null Hypothesis (H0): There is no relationship between the Income of the respondents and the
respondents consuming nutrient water.
Alternative Hypothesis (H)
: There is a relationship between the Income of the respondents and
the respondents consuming nutrient water.
RESULT:
Degree of Freedom
=2
Table Value
= 5.99
= 5%
INTERPRETATION:
From the above table it is clear that the calculated Chi-Square Value is Greater than that of the table value
2 degree of freedom. So Null Hypothesis (H0) is rejected. Hence it is concluded that there is a significant
relationship between the Income of the respondents and the respondents consuming nutrient water.
5. FINDINGS
Calculated Chi-Square value = 19.58
From the above analysis, the following are the major findings




65% of the respondents are male and remaining 35% respondents are female.
56.7of the respondents are consuming packaged water because of its quality.
77.5% of respondents have the habit of drinking packaged water regularly.
56.7 percent of the respondents drinking packaged drinking water because of its quality.
It is followed by the non-availability of drinking water.
 35.8 % of the respondents are influenced by advertisement to purchase packaged drinking
water and remaining are not influenced by advertisement.
 61.7% of the respondents are brand conscious and remaining 38.3% of the respondents
are not brand conscious
 85.9 % of the respondents are aware of the nutrient waterand remaining 14.1 % of the people are
not aware of nutrient water.
 36.7 % of the respondents consume nutrient waterand Remaining 63.3 % of the respondents are
not consuming nutrient water.
 52.3 % of the respondents consuming nutrient water as it is healthy, 22.7 % of the respondents are
consuming nutrient water for its taste.
 55.8 % of the respondents do not recommend nutrient water to others and remaining 44.2 % of
the respondents recommend nutrient water to others.
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
Nutrient water itself needs awareness among the public.

Frequency of advertisements in newspapers, magazines and radio should be increased.

Price conscious Indian people expect price reduction of Tata water plus, some introduction offers
can be given.

Tata water plus should be made available in all leading shops
7. CONCLUSION
From the above analysis it is found that most of the respondents are not aware of the nutrient water.it is
understood that the consumers are not consuming nutrient water because of high price. So the company
should take effective measure to reduce price and bring awareness about the nutrient water among the
public.
QUESTIONNAIRE
TO STUDY ABOUT THE AWARENESS OF NUTRIENT WATER WITH SPECIAL
REFERENCE TO BRAND TATAWATERPLUS
6. SUGGESTIONS AND RECOMMENDATIONS
1. PERSONAL INFORMATION :
NAME
:
AREA
:
2. GENDER
 MALE
 FEMALE
3. AGE
 BELOW 20
 21 - 30
 31 - 40
 41 - 50
 ABOVE 50
4. OCCUPATION
 STUDENT
 PROFESSIONAL
 BUSINESSMAN
 EMPLOYEE
 HOME MAKER
 ANY OTHER SPECIFY _______________________
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5. DO YOU HAVE THE HABIT OF CONSUMING PACKED DRINKING WATER?
 YES
 NO
6. HOW OFTEN WILL YOU CONSUME PACKAGED DRINKING WATER?
 DAILY
 OFTEN
 DURING TRAVEL TIME
 DURING FUNCTION TIME
7. REASON FOR DRINKING PACKAGED DRINKING WATER?
 TASTE
 QUALITY
 SELF ESTEEM
 NOT AVAILABLE OF ANY OTHER
8. DOES ADVERTISEMENT PLAYS ANY ROLE WHILE PURCHASING PACKAGED
DRINKING WATER
 YES
 NO
9. ARE YOU BRAND CONSCIOUS?
 YES
 NO
10. IF YOUR BRAND IS NOT AVAILABLE, DO YOU PREFER ANY OTHER BRAND?
 YES
 NO
11. ARE YOU AWARE OF NUTRIENT WATER?
 YES
 NO
12. DO YOU CONSUME NUTRIENT WATER?
 YES
 NO
o IF NO, WHY?
 NOT AWARE
 BAD TASTE
 HIGH PRICE
 LOYALTY TOWARDS OLD BRAND
 NOT AVAILABLE IN SHOPS
o IF YES, WHY?
 TASTE
 PRICE
 HEALTHY
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 AVAILABILITY
13. DO YOU RECOMMEND TATA WATER PLUS TO OTHERS?
o YES
o NO
14. EXPECTATIONS FROM TATA WATER PLUS
 REDUCE PRICE
 IMPROVE QUALITY
 TASTE
 OTHERS SPECIFY ___________________
BIBLIOGRAPHY
BOOKS
 Kothari C.R (2004), „Research Methodology‟, 2nd Edition, New Age International (p)
Ltd.
 Philip Kotler, (2002), „Marketing Management‟ The Millennium Edition Prentice Hall of
India, New Delhi, 10th edition.
 Y.L.R.Moorthi, Brand Management, The Indian Context, Vikas Publishing house (pvt)
Ltd, 2006.
 Harsh V.Verma, Brand Management Text and Cases, Excel Books, 2006.
 SwapnaPradhan, Retailing Management Text and Cases, Tata McGraw Hill,2007.
WEB PAGES
 www.pepsiindia.co.in
 www.tataglobalbeverages.com
 www.quickmba.com
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IJMRR
A STUDY ON CUSTOMER OPINION TOWARDS PRODUCTS AND SERVICES OF ING
VYSYA WITH SPECIAL REFERENCE TO COIMBATORE DISTRICT
P.RAVI KUMAR
BHARATHIDASAN SCHOOL OF MANAGEMENT, TAMILNADU
ABSTRACT
The definition given in India in the Banking Regulation Act appears to be more precise and acceptable,
Thus, Sec.5 (B) of the Act defines the term „BANKING COMPANY‟ as “a company which transacts the
business of banking in India” and the term „Banking‟ has been defined as “Accepting for the purpose of
lending and investment, of deposits of money from the public, repayable on demand, order or otherwise
and withdraw able by cheque, draft order or otherwise.” this definition also pinpoints the principal
functions of a banker, namely receiving deposits, lending or investing these deposits on demand by
cheque or otherwise. Even this definition does not indicate the subsidiary services rendered by the banker.
Since the banking activities were started in different periods in different countries, there is no unanimous
view regarding the origin of the word „bank‟. The word, „Bank‟ is said to be derived from the French
word „Banco‟ or „Bancus‟ which means „a bench‟. In fact the early Jews in Lombardly transacted their
banking business by sitting on benches.
Keywords: banking, customer, customer perception
Today banks have become a part and parcel of our life. There was a time when the dwellers of city
alone could enjoy their services. Now banks offer access to even a common man and their activities
extend to areas hitherto untouched. Apart from their traditional business oriented functions, they have
now come out to fulfill national responsibilities. Banks cater to the needs of agriculturists, industrialists,
traders and the other sections of the society. Thus, they accelerate the economic growth of a country and
steer the wheels of the company towards its goals of self reliance in all fields & it naturally arouses
interest in knowing more about the bank and stakeholders and activities connected with it.
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ORIGIN OF WORD ‘BANK’
Another commonly held view is that word „bank‟ might have originated from the German word
„back‟ which means „a joint stock fund‟. Of course, bank essentially deals with funds. Even in English
dictionary we see different meaning under the word „bank‟ which includes „an organization offering
financial services‟.
DEFINITION OF BANKING IN INDIAN PERSPECTIVE
The definition given in India in the Banking Regulation Act appears to be more precise and
acceptable, Thus, Sec.5 (B) of the Act defines the term „BANKING COMPANY‟ as “a company which
transacts the business of banking in India” and the term „Banking‟ has been defined as “Accepting for the
purpose of lending and investment, of deposits of money from the public, repayable on demand, order or
otherwise and withdraw able by cheque, draft order or otherwise.” this definition also pinpoints the
principal functions of a banker, namely receiving deposits, lending or investing these deposits on demand
by cheque or otherwise. Even this definition does not indicate the subsidiary services rendered by the
banker.
Since the banking activities were started in different periods in different countries, there is no
unanimous view regarding the origin of the word „bank‟. The word, „Bank‟ is said to be derived from the
French word „Banco‟ or „Bancus‟ which means „a bench‟. In fact the early Jews in Lombardly transacted
their banking business by sitting on benches.
1.1 REVIEW OF LITERATURE
Companies now recognize that the new global economy has changed things forever. Increased
competition crowded markets with little product differentiation and years of continual sales
growth followed by two decades of flattened sales curves have indicated to today‟s sharp
competitors that their focus must change (Cacippio, 2000). Customer satisfaction programs are
considered to be weapons that many companies use in fighting the battles in today‟s marketplace
(Lenz, 1999). Organizations usually invest in customer satisfaction measured because they
assume that satisfied customers will engage in a number of behaviors beneficial to the company
and demonstrate a long-term commitment to their brand. These behaviors and actions include but
are not limited to, continuation of the customer relationship, deepening of the customer
relationship through cross-selling, and referrals to new customers (Murphy, 2001). Effective
usage of customer measurement and management system can build organizational value
(Johnsonet al., 2000).
Researchers have recognized significant relationships between customer satisfaction and profitability and
other economic effects. One of which relationship is the customer satisfactions influence the success with
profitability which will be discussed further in the following sections:
The empirical literature on the nature of the relationship of customer satisfaction and economic
benefits is still growing, but it is still in its infancy in many respects Researches suggest and point toward
the significant relationship between customer satisfaction and economic performance in general (Fornell
et al., 2006). The assumption of a customer-profit link is the heart of the service profit chain (Heskett et
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al., 1997). The long-term success of any business depends on providing customers with value band
satisfaction that will influence them to repurchase and grow together (Lee et al., 2004). By providing the
linkage between customer satisfaction and profitability, it also provides the ultimate justification for
measuring customer satisfaction. (Murphy, 2001).
Research has demonstrated that a highly satisfied customer is six times more likely to re-purchase
than a customer who is merely satisfied (Jones and Sasser, 1995). Both marketing and neoclassical
economics view consumer utility or satisfaction, as the real standard for economic growth. The extent to
which buyers financially reward sellers that satisfy them and punish those that do not and the degree to
which investment capital reinforces the power of the consumer are fundamental to how markets function
(Fornell et al., 2006). By building strong relationships with customers, it can help reduce customer
turnover rates, and thereby increasing profitability (Reicheld and Sasser, 1990) due, in part, to the fact
that retaining customers is significantly less costly than acquiring new customers (Liswood, 1992).
Customer satisfaction, as suggested by empirical evidences, tends to improve repeat business, usage
levels, future revenues, positive word of mouth, reservation prices, market share, productivity, crossbuying, cost competitiveness, and long-term growth and if it tends to reduce customer complaints,
transaction costs, defective goods, price elasticity, warranty costs, field service costs, customer defection,
and employee turnover, it seems logical to expect that these effects will eventually affect stock prices and
company valuations (Fornell et al., 20006). Companies and firms have recognized that through exceeding
customer expectations is a worthy goal, exceeding those expectations profitability is necessary for longterm corporate viability. In order to understand corporate profitability, there is also a need to understand
what drives shareholder value in organizations. In the current trends, companies are focusing on the
relationships between employee satisfaction, customer satisfaction and corporate profitability (Epstein
and Jones, 2000). A strong relationship and tie should be established and maintained in the process of
achieving high customer satisfaction. Each single conflict within an organization can have far-reaching
consequences in long-term customer satisfaction, and that the human element- the way an employee
interacts with a customer – plays the dominant role. The mentioned factors and practices strongly support
that service recovery skills and procedures are critical in maintaining customer satisfaction (Belding,
2004).
The challenge therefore for companies is to provide customers to have smart, appropriate interactions
regardless of which channels they use. The focus of bottom line growth will never relent. Firms also need
to secure loyalty and increase the profitability of those clients aside from retaining their customers
(Winters, 2008). Recent researches have confirmed that customer satisfaction and customer loyalty are
related to key measures of financial performance, including but not limited to retention. Companies with
loyal clients or customers tend to register higher customer satisfaction, increased sales, lower costs, and
more predictable profit streams (Grossman, 1998).
2.1 OBJECTIVES OF THE STUDY:
PRIMARY OBJECTIVE:To study the opinion of the customers towards products and services offered by ING VYSYA bank
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ISSN 2321-0346
SECONDARY OBJECTIVES:To understand the perception of the customer towards FD, credit card facility, procedure for
the loan, educational loan etc.
To know the view point of the customer on housing loan.
To study the customer perception on overall performance and services, provided by the ING
VYSYA bank.
 The study was limited only to 3 months.
 The survey was taken only with the customers of Coimbatore locality and its
surroundings. The perception and the responses of the customers may vary from place to
place.
 The sample size is limited only to 50, so the suggestion cannot be taken to all the
branches of the ING VYSYA bank ltd.
3.RESEARCH METHODOLOGY
2.2 Limitation of the study:-
Research methodology is a way to systematically solve the research problem. It deals with the
objective of a research study, the method of defining the research problem, the type of hypothesis
formulated, the type of data collected, method used for data collecting and analyzing the data etc. The
methodology includes collection of primary and secondary data.
3.1 RESEARCH DESIGN
A Research design is a basis of framework, which provides guidelines for the rest of research
process. It is the map of blueprint according to which, the research is to be conducted. The research
design specifies the method of study. Research design is prepared after formulating the research problem.
The Study follows descriptive research method. Descriptive studies aims at portraying accurately
the characteristics of a particular group or situation. Descriptive research is concerned with describing the
characteristics of a particular individual or a group. Here the researcher attempts to describe the existing
facts by the existing data.
3.2 SAMPLING DESIGN
The Sampling technique used is simple random sampling, a type of probability sampling. When
elements in the population have a known chance of being chosen as subjects in the simple is called
Probability Sampling. From the known population, the samples are selected randomly using random
numbers or random numbers tables are called Simple random sampling. Every element in the population
has known and equal chance of being selected as a subject.
The sample size taken for this study is 50, whereas the total population is 150.
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3.3 DATA COLLECTION METHOD
Data are the raw materials in which marketing research works. The task of data collection begins after
research problem has been defined and research design chalked out. Data collected are classified into
primary data and secondary data.
The Primary data are those which are collected afresh and for the first time, and thus
happen to be original in character. The primary data was collected from the employees directly
through questionnaire.
SECONDARY DATA
The Secondary data are those which are already been collected by someone else and
which have already been passed through the statistical process. The secondary data has been
collected from the publications, office records, profile of the company, websites, which are been
needed for the study.
3.4 TOOLS FOR ANALYSIS
Simple statistical tools like percentage and chi-square are employed to analyze and interpret the
data. Diagrammatic representations are given through bar charts.
PRIMARY DATA
4. ANALYSIS AND INTERPRETATION
TABLE NO-4.1.1 AGE OF THE RESPONDENTS
S.NO
WORKING CONDITION
RESPONDENTS
PERCENTAGE
1
2
3
4
Below 25
26-30
31-35
36 and above
18
6
24
2
36
12
48
4
TOTAL
50
100
Source: Primary Data.
INFERENCE:
From the above table it is observed that out of the total respondents, 4% of the respondents
are in the Age of above 36 years, 12% of the respondents are in the Age between 26-30 years, 36% of the
respondents are in the Age group of below 25 years, 48% of the respondents are in the Age between 3135 years.
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S.NO
GENDER
RESPONDENTS
PERCENTAGE
1
2
Male
Female
32
18
64
36
TOTAL
50
100
INFERENCE:
From the above table it is observed that out of the total respondents, 64% of the respondents
are male and remaining 36% respondents are female.
TABLE.No-4.1.3 EDUCATION QUALIFICATION OF THE RESPONDENTS
TABLE NO-4.1.2 GENDER OF THE RESPONDENTS
S.NO
WORKING CONDITION
RESPONDENTS
PERCENTAGE
1
2
3
4
5
6
Uneducated
Schooling
UG
PG
Diploma
Others
3
19
13
7
7
1
6
38
26
14
14
2
TOTAL
50
100
INFERENCE:
From the above table it is inferred that, 6% of the respondents are Uneducated, 38% of the
respondents are having school level of education qualification, 2% of the respondents are falling under
others category, 26% of the respondents are UG, 14% of the respondents are PG, and remaining 14% of
the respondents are Diploma holders.
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ISSN 2321-0346
S.NO
WORKING CONDITION
RESPONDENTS
PERCENTAGE
1
2
3
4
5
Self employed
private
Govt. employee
Agriculture
Others
5
26
7
9
3
10
52
14
18
6
TOTAL
50
100
INFERENCE:
From the above table it is inferred that, 10% of the respondents are self employed, 52% of
the respondents are private employees, 14% of the respondents are Govt. employee, 18% of the
respondent are Agriculture, and remaining 6% of the respondents are in others category.
TABLE.No-4.1.5 SHOWS INCOME LEVEL OF THE RESPONDENTS
TABLE.No-4.1.4 SHOWS OCCUPATION OF THE RESPONDENTS
S.NO
WORKING CONDITION
RESPONDENTS
PERCENTAGE
1
2
3
4
Below Rs 5000
Rs 5001 to 10000
Rs 10001 to 15000
Rs 15001 to above
10
15
17
8
20
30
34
16
TOTAL
50
100
INFERENCE:
From the above table it is inferred that, 20% of the respondents are earning Below Rs 5000
per month, 30% of the respondents are earning between Rs 5001 to 10000, 34% of the respondents are
earning between Rs 10001 to 15000, and remaining16% of the respondent are earning above Rs 15001
per month.
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ISSN 2321-0346
S.NO
WORKING CONDITION
RESPONDENTS
PERCENTAGE
1
2
3
4
5
Saving Account
Current Account
Fixed Deposits
NRI Account
Others
28
12
10
0
0
56%
24%
20%
0
0
TOTAL
50
100
INFERENCE:
From the above table it is inferred that 56% of the respondents are maintaining savings account, 24% of
the respondents are having currents account and remaining 20% of the respondents are having fixed
deposits.
TABLE.No-4.1.6 TYPE OF ACCOUNT MAINTAINED BY THE RESPONDENTS
TABLE.No-4.1.7 OPINION ON FACILITIES PROVIDED BY THE BANK
S.NO
WORKING CONDITION
RESPONDENTS
PERCENTAGE
1
2
3
4
5
Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied
14
11
5
7
13
28
22
10
14
26
TOTAL
50
100
INFERENCE:
From the above table it is inferred that, 28% of the respondents are Highly Satisfied with the
facilities provided by the bank, 22% of the respondents are Satisfied, 10% of the respondents are Neither
satisfied nor dissatisfied,14% of the respondents are Dissatisfied, and remaining 26% of the respondents
are Highly Dissatisfied with the facilities provided by the bank.
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ISSN 2321-0346
S.NO
WORKING CONDITION
RESPONDENTS
PERCENTAGE
1
2
3
4
5
Highly Satisfied
Satisfied
Neutral
Dissatisfied
Highly Dissatisfied
28
13
0
3
6
56
26
0
6
12
TOTAL
50
100
INFERENCE:
From the above table it is inferred that 56% of the respondents are highly satisfied with the services
of bank employees, 26% of the respondents are satisfied, 12% of the respondents are highly dissatisfied and
remaining 6% of the respondents are dissatisfied with the services of bank employees.
TABLE.No-4.1.8 OPINION ON SERVICES OF BANK STAFF
TABLE.No-5.1.9 OPINION ON ACCOUNT OPENING FORMALITIES
S.NO
WORKING CONDITION
RESPONDENTS
PERCENTAGE
1
2
3
4
5
Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied
17
12
2
3
16
34
24
4
6
32
TOTAL
50
100
INFERENCE:
formalities followed by the bank while opening the account, 24% of the respondents are Satisfied,4% of
the respondents are Neutral,6% of the respondents are Dissatisfied, and remaining 32% of the respondents
are Highly Dissatisfied with the account opening formalities.
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ISSN 2321-0346
S.NO
WORKING CONDITION
RESPONDENTS
PERCENTAGE
1
2
3
4
5
Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied
21
18
0
9
2
42
36
0
18
4
TOTAL
50
100
Source : Primary Data.
INFERENCE:
facilities available in ING when compared to other banks, 36% of the respondents are Satisfied, 18% of
the respondents are Dissatisfied and remaining 4% of the respondents are Highly Dissatisfied with the
facilities available in ING.
TABLE.No-5.1.10 OPINION ON FACILITY LEVEL OF ING COMPARED TO
OTHER BANKS
TABLE.No-5.1.11 OPINION ON INSURANCE PRODUCTS AVAILABLE IN ING
S.NO
WORKING CONDITION
RESPONDENTS
PERCENTAGE
1
2
3
4
5
Highly Satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied
13
12
6
4
15
26
24
12
8
30
TOTAL
50
100
INFERENCE
From the above table it is inferred that, 26% of the respondents are highly satisfied with the availability of
insurance products, 24% of the respondents are satisfied, 12% of the respondents are neither satisfied nor
dissatisfied, 8% of the respondent are dissatisfied, and remaining 30% of the respondents are highly
dissatisfied with the availability of insurance products.
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TABLE.No-5.1.12 OPINION ON MASTER AND VISA CARDS
WORKING CONDITION
Highly Satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied
TOTAL
RESPONDENTS
19
15
6
3
7
50
PERCENTAGE
38
30
12
6
14
100
INFERENCE:
From the above table it is inferred that, 38% of the respondents are highly satisfied with the
master and visa cards provided by the banks, 30% of the respondents are satisfied, 12% of the
respondents are neither satisfied nor dissatisfied, 6% of the respondent are dissatisfied, and
remaining14% of the respondents are highly dissatisfied with the master and visa card offered by the
bank.
S.NO
1
2
3
4
5
TABLE.No-5.1.13 OPINION ON AVAILABILITY OF LOAN PRODUCTS
S.NO
WORKING CONDITION
RESPONDENTS
PERCENTAGE
1
2
3
4
5
Highly Satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied
21
8
5
2
14
42
16
10
4
28
TOTAL
50
100
INFERENCE:
availability of loan products, 16% of the respondents are satisfied, 10% of the respondents are neither
satisfied nor dissatisfied, 4% of the respondent are dissatisfied, and remaining 28% of the respondents are
highly dissatisfied with the availability of loan products.
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ISSN 2321-0346
S.NO
WORKING CONDITION
RESPONDENTS
PERCENTAGE
1
2
3
4
5
Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied
16
6
0
8
20
32
12
0
16
40
TOTAL
50
100
INFERENCE:
interest charged by the bank for loan, 12% of the respondents are satisfied, 16% of the respondents are
dissatisfied, 40% of the respondents are highly dissatisfied with the interest rate charged by the bank.
TABLE.No-5.1.15 OPINION ON ATM FACILITIES
TABLE.No-5.1.14 OPINION ON INTREST RATE
S.NO
WORKING CONDITION
RESPONDENTS
PERCENTAGE
1
2
3
4
5
Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied
38
10
0
2
0
76
20
0
4
0
TOTAL
50
100
INFERENCE:
availability of ATM centers, 20% of the respondents are satisfied, 4% of the respondents are dissatisfied,
and no one is dissatisfied with the ATM facilities.
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ISSN 2321-0346
S.NO
WORKING CONDITION
RESPONDENTS
PERCENTAGE
1
2
3
4
5
Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied
4
18
20
1
7
8
36
40
2
14
TOTAL
50
100
INFERENCE:
From the above table it is inferred that,8% of the respondents are highly satisfied with the net
banking facilities,36% of the respondents are Satisfied,40% of the respondents are neither satisfied nor
dissatisfied,2% of the respondents are dissatisfied, and remaining14% of the respondents are highly
dissatisfied with the net banking facilities.
TABLE.No-5.1.16 OPINION ON NET BANKING FACILITIES
TABLE.No-5.1.17 OPINION ON LOCKER FACILITIES
S.NO
1
2
3
4
5
WORKING CONDITION
Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied
TOTAL
RESPONDENTS
PERCENTAGE
21
12
2
6
9
42
24
4
12
18
50
100
INFERENCE:
locker facilities available in the bank, 24% of the respondents are Satisfied, 4% of the respondents are
neither satisfied nor dissatisfied, 12% of the respondents are dissatisfied, and remaining 18% of the
respondents are highly dissatisfied with the locker facilities available in the bank.
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ISSN 2321-0346
S.NO
1
2
3
4
5
WORKING CONDITION
Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied
RESPONDENTS
TOTAL
PERCENTAGE
14
18
12
5
1
28
36
24
10
2
50
100
INFERENCE:
mobile banking, 36% of the respondents are satisfied, 24% of the respondents are neither satisfied nor
dissatisfied, 10% of the respondent are dissatisfied, and remaining 2% of the respondents are highly
dissatisfied with the mobile banking services offered by bank.
TABLE.No-5.1.18 OPINION ON MOBILE BANKING
TABLE.No-5.1.19 OPINION ON CHARGES FOR CREDIT CARDS
S.NO
1
2
3
4
5
WORKING CONDITION
Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied
TOTAL
RESPONDENTS
PERCENTAGE
26
14
0
4
6
52
28
0
8
12
50
100
INFERENCE:
charges on credit cards, 28% of the respondents are satisfied, 8% of the respondents are dissatisfied, and
remaining12% of the respondents are highly dissatisfied with the charges for credit cards.
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ISSN 2321-0346
S.NO
WORKING CONDITION
RESPONDENTS
PERCENTAGE
1
2
3
4
5
Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied
12
16
8
9
5
24
32
16
18
10
TOTAL
50
100
INFERENCE:
interest for investment, 32% of the respondents are satisfied, 16% of the respondents are Neutral, 18% of
the respondents are dissatisfied and remaining 10% of the respondents are highly dissatisfied with the
interest given by the bank for investments.
TABLE 4.2.1
TABLE.No-5.1.20 OPINION ON INTEREST ON INVESTMENT
SATISFACTION LEVEL ON TYPE OF ACCOUNT AND OVERALL SERVICES OFFERED BY
BANK
Pearson Chi-Square
No of Valid Cases
Value
24.47
150
Df
Asym.Sig
12
0.018
Null Hypothesis
There is no significant relationship between satisfaction type of account and overall services
offered by bank.
Alternate Hypothesis
There significant relationship between satisfaction type of account and overall services offered by bank.
Significance level=0.05
Degrees of freedom=12
Table value= 21.0
Calculated Value=24.47
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INTERPRETATION
The significance value 21.0 is less than the calculated value 24.47, so we accept the alternate
hypothesis ie., there is significant relationship with satisfaction type of account maintained by employees
and overall services offered by the bank.
5. FINDINGS:
64% of the respondents are male
48% of the respondents are in the Age between 31-35 years
26% of the respondents are UG degree holders.
52% of the respondents are private employees.
34% of the respondents are earning between Rs 10001 to 15000.
56% of the respondents are maintaining savings account.
28% of the respondents are highly satisfied with the facilities provided by the bank.
56% of the respondents are highly satisfied with the services of bank employees.
34% of the respondents are Highly Satisfied with the formalities followed by the bank while
opening the account.
42% of the respondents are Highly Satisfied with the facilities available in ING when compared
to other banks
38% of the respondents are highly satisfied with the master and visa cards provided by the banks.
32% of the respondents are Highly Satisfied with the interest charged by the bank for loan.
76% of the respondents are Highly Satisfied with the availability of ATM centers.
40% of the respondents are neither satisfied nor dissatisfied with the net banking facilities.
42% of the respondents are highly satisfied with the locker facilities available in the bank.
36% of the respondents are satisfied with the mobile banking services offered by bank.
52% of the respondents are highly satisfied with the charges on credit cards.
32% of the respondents are satisfied with interest rates charged by the bank.
There is significant relationship with satisfaction type of account maintained by
employees and overall services offered by the bank.
6. SUGGESTIONS
 Due to the intense competition in the financial market, ING should adopt better strategies to
attract more customers.
 ING should ask for their consumer feedback to know whether the customers are really
satisfied or dissatisfied with the service and product of the bank. If they are dissatisfied,
then the reasons for dissatisfaction should be found out and should be corrected in future.
 The bank may conduct events/ schemes week or months for promoting products
 Strategic points may be identified for the displaying the potters. All the communications
may be bear the information/ logo of the different schemes.
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The project entitled “A STUDY ON CUSTOMER OPINION TOWARDS PRODUCTS AND SERVICES
OFFERED BY ING VYSYA” has helped me in studying satisfaction about services and products offered to
customers. Since the opening up of the banking sector, private banks are in the fray each one trying to
cover more market share than the other. Yet ING is far behind other banks. ING must also be alert what
with Private Banks (ICICI, HDFC) breathing down its neck. I am sure the bank will find my findings relevant and I
sincerely hope it uses my suggestions enlisted, which I hope will take them miles ahead of competition. In short, I would like
to say that the very act of the concerned management at ING in giving me the job of critically examining
consumer satisfaction towards financial products and services of the company is a step in their continual
mission of making all round improvements as a means of progress.
LIST OF REFERENCES
1. www.yahoo.com
2. www.google.com
3. www.about.com
4. www.ingvysyabank.com
5. www.rbi.org.in
6. www.wikipedia.com
7. CONCLUSION
QUESTIONNAIRE
1) Name: -------------------------------2) Age: ----------------------------------3) Marital Status: ----------------------4) Income Level: -----------------------5) Occupation: --------------------------6) Type of Account:
a) Savings account b) Current account c) Fixed deposit d) NRI
7) Your Opinion on facilities provided by the bank?
a) Highly Satisfied b) Satisfied c) Neutral d) Dissatisfied e) Highly Dissatisfied
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8) Your Opinion on services of bank staff?
9 Your Opinion on account opening formalities provided by the bank?
11) Your Opinion on insurance products available in ING?
12) Your Opinion on master and visa cards?
13) Your Opinion on availability of loan products?
14) Your Opinion on interest rate provided in the bank?
10) Your Opinion on on facility level of ING compared to other banks?
15) Your Opinion on ATM facilities provided in the bank?
16) Your Opinion on net banking facilities provided in the bank?
17) Your Opinion on locker facilities provided in the bank?
18) Your Opinion on mobile banking facilities provided in the bank?
19) Your Opinion on charges for credit cards facilities provided in the bank?
20) Your Opinion on interest on investment facilities provided in the bank?
115

intercontinental journal of marketing research review

Transcription

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