SUMMARY OF FINDINGS AND SUGGESTIONS

6.1. INTRODUCTION
The growth in the country's consumer market is largely driven by a young
demographic and rising disposable income. Possession of consumer durables is often
regarded as an indicator of the economic condition of the households and that often is
reflected in the standard of living of the people. Consumers may buy goods like durables
even when they have no real need for them. Perhaps because they have developed an inner
need to keep buying things Consumption is not necessitated entirely by absolute utility
consideration, but predominantly by the aspiration of consumers for a better standard of
living along with social status. The upper middle class under the pressure of demonstration
effect is eager to enlarge the material pleasure at any cost. The lower income group is also
tempted to embrace high level of material prosperity within a short span of time.
Consumerism is inflated to all levels of life of the community and economy. With the rise
in the consumption level of the consumers, the dealers also should take greater efforts to
increase the sales of the products by adopting various strategies. The following points
reiterate and summarize the findings of the data analysis that have already been presented
in the preceding chapters.

6.2. SUMMARY OF FINDINGS ON ANALYSIS OF DEALERS ON SALES

PROMOTIONAL ACTIVITIES

1. As far as the gender of the respondents among 75, 55 are male with the
percentage of 73.33 and the remaining are female with the percentage of 26.67.

2. As regards the age of the respondents selected for the study, out of total 75
respondents, a majority of the respondents 20 (26.7%) belongs to the age
group of 46 to 55.

3. As regards the educational level of the sample size, a percentage of 14.7 is

educated up to school level.
4. The marital status wise breakup of the respondents shows that among 75
respondents 20 (26.67%) are single whereas 55 (73.33%) are married.

5. Among those from the data that are collected as part of the survey, 39 (52%)
respondents are located in the urban area and 36 (48%) respondents are
dealing their business in the rural area.

6. Regarding the income of the 75 respondents, it is found that 7 (9.33%) have

the earnings below Rs. 25,000 followed by 10 (13.33%), respondents who
belong to the income level Rs.26,000-35,000, 19 (25.34%) respondents
earnings are between Rs.36,000-45,000, 27 (36.0%) respondents have the
earning capacity of Rs. 46,000-55,000 and 12 (16.0%) respondents earn
above Rs.55,000. thus it is seen that most of the respondents have high earnings
of Rs. 46,000-55,000.

7. Among 75, 41 respondents transact business in all the five home appliances selected
for study.

8. A majority of the respondents of the mixer grinder are dealing with the most
popular brand of mixer grinder - Preethi. 52 per cent (39) of them deal with all
established brands of mixer grinders.

9. All the respondents of mixer grinder are dealing with the most popular brand of
mixer grinder. Preethi mixer grinder which stands as the first preference with the
total score of 4424.

10. Out of the 75 respondents in all brands of mixer grinder 54.67 per cent have opined
that they receive special offer in the form of incentives from the manufactures.

11. 53.33 per cent of the respondents prefer all brands of television. 22.67 per cent of
the respondents prefer all the brands except Onida. 10.67 per cent of the
respondents prefer all brands of television except Onida and Sony.
12. The analysis part shows that the respondents prefer Samsung Television as the first
with the total score of 4421, second preference is given to Onida brand of
Television with the total score of 4039 third, fourth and fifth preferences of brands
go towards is LG, Sony, Videocon with the total score of 3442, 3412 and 3286
respectively.

13. 49.33 per cent of the respondents opine that they receive the incentives from all the
brands of television from the company/manufacturer.

14. 56.17 per cent of the respondents deals with all brands of washing machines 23.29
per cent of the respondents deals with all brands of Washing machine except
Whirlpool 15.06 per cent of respondents deals with all brands except Whirlpool
and, LG 5.48 per cent respondents deals with all brands except Whirlpool, LG and
Videocon.

15. IFB stands as first with the total score of 3915 followed by Whirlpool, LG and
Videocon that get second, third and fourth ranks with the total score of 3416, 3209
and 2826 respectively.

16. 63.02 per cent of respondents in all brands of washing machine receive incentives
from the manufacturers. 19.17 per cent of respondents receive incentives from all
brands except Whirlpool.

17. 50 per cent of respondents deal with all brands of the refrigerator. 36.11 per cent of
respondents deal with all brands of refrigerators except Samsung. Godrej brand has
got a huge market due to its quality and compared to all other brands, Godrej has
been in the market for a very long period.

18. Godrej occupies first rank with the total score of 4625. Kelvinator, Samsung and
LG occupy second, third and fourth ranks as the total scores are 3735, 3348 and
3292 respectively for the brand preference for refrigerator.
19. Incentives or allowances to the respondents given by the manufacturers to all the
established brands are 58.33 per cent. 18.06 per cent of the respondents receive
incentives from all brands except Kelvinator. 13.89 per cent of the respondents
receive incentives from all brands except Kelvinator and LG.

20. 39.02 per cent of the respondents deal with all brands of Air conditioners.

21. Samsung is ranked first with the total score of 3883 where as Voltas, O General
and Hitachi have got second, third and fourth ranks with the total score of 3839,
3819 and 3459 respectively with regard to air-conditioners.

22. It is noted that 58.54 per cent of the respondents receive the incentive from all
brands of manufacturers of Air conditioners. 31.70 per cent receive the
incentive from all brands of manufacturer of Air conditioner except Voltas.

23. A majority of the respondents i.e. 68 per cent of the respondents depends on the
manufacture’s strategy for placing the product in the hands of ultimate consumer.
25.33 per cent of the respondents does not give their own advertisement for the
promotion of their sales.

24. 46.67 per cent of the respondents in home appliances provide all the incentives. 32
per cent offer no incentives except interest free loan 13.33 per cent offer &
incentives except interest free loan and free gifts. 8 per cent provides incentives
except, interest free loan, free gifts and exchange offer.

25. There is no significant relationship between gender and their level of

satisfaction towards market orientation at 5% level of significance.

26. There is no significant relationship between educational qualification and level

of satisfaction towards market orientation at 5% level of significance.
27. There is no significant relationship between age of the respondents and their
level of satisfaction towards market orientation at 5% level of significance.

28. There is no significant relationship between marital status and level of

satisfaction towards market orientation at 5% level of significance.

29. There is no significant relationship between location of the respondents and

their level of satisfaction towards market orientation at 5% level of
significance.

30. There is no significant relationship between family income and their level of
satisfaction towards market orientation at 5% level of significance.

31. There is significant relationship between Gender and opinion of the

respondent towards customer awareness at 5% level of significance.

32. There is significant difference between marital status of the respondent and
opinion of the respondents towards customer awareness at 5% level of
significance.

33. There is significant difference between location of the respondent and opinion
on customer awareness at 5% level of significance.

34. There is significant relationship between Age of the respondent and opinion
about the customer awareness at 5% level of significance.

35. There is insignificant relationship between Educational qualification of the

respondent and opinion about customer awareness at 5% level of significance.

36. There is significant relationship between Income of the respondent and

opinion about customer awareness at 5% level of significance.
37. Regarding the attitude on sales promotional activities quality and latest
technology of the product stand first with the mean score of 4.40 followed by
Discriminatory price fixed by the manufacturers, continuous advertisement,
special offers, tours and trips provided by the manufacturers, replacement of
damaged products is done within the warranty period sales promoters
appointed turn over discount is offered that occupy second, third, fourth, fifth,
sixth and seventh ranks with the mean scores of 4.07, 3.88, 3.72, 3.65, 3.59 and
3.40 respectively. A majority of the respondents is of the opinion that quality
of the products plays a vital role in maximizing the turnover.

6.3. SUMMARY OF FINDINGS ON PERCEPTIONS OF THE CONSUMERS

TOWARDS PRODUCT AND SERVICES OF HOME APPLIANCES

1. 255 (42.5%) male respondents and 345 (57.5%) female respondents are
identified and the result of the study shows that female respondents are greater
than the male respondents, since the final users of the home appliances are
mostly female.

2. The results indicate that a majority (205) of the respondents is in the age group
of 36-45 years, with the per cent of, 34.1.

3. 188 (31.33%) respondents are of school level, 188 (31.3%) respondents belong
to the graduate or diploma level. 141 (23.6%) respondents are at PG level. 53
(8.8%) respondents are professionally qualified and in the category of others
there are 30 (5%) respondents.

4. Among the sample chosen 455 (75.8%) are married respondents and 145
(24.2%) are unmarried.

5. Among 600 respondents 65 (10.8%) are Agriculturists, 81 (13.5%)

respondents are Self employed, 58 (9.7%) respondents are doing Business, 95
 (15.8%), respondents are Homemakers, 80 (13.3%), and 133 (22.3%)
respondents are Government employees and Private employees respectively.
62 (10.3%) are students and 26 (4.3%) belong to other category.

6. 269 (44.8%) respondents live in the Urban place and 331 (55.2%) are in rural
area.

7. As far as the family income, more number of respondents, 178 (29.7%) are
earning between, Rs.10,001-15,000. per Month.

8. Analysis shows that 260 respondents with 43.33 per cent have all the home
appliances.

9. In the output table of ANOVA test, it is noted that there is significant

relationship between male, female categories with their opinion on brand
loyalty at 5% level of significance.

10. There is no significant difference between the marital status of the respondents
and opinion on brand loyalty at 5% level of significance.

11. There is no significant difference between the location of the respondents and
opinion on brand loyalty at 5% level of significance.

12. There exists no significant relationship between Age and Opinion of Brand
loyalty of the respondents at 5% level of significance.

13. There exists no significant relationship between educational qualification of

the respondent and their Opinion towards Brand loyalty at 5% level of
significance.

14. There exists no significant difference between the occupation of the respondent
and their Opinion towards Brand loyalty at 5% level of significance.
15. There is a significant relationship between income of the respondent and their
Opinion towards Brand loyalty at 5% level of significance.

16. Option of “sure decision about the brand before buying” occupies the first
position with the mean score of 4.15 regarding respondents’ knowledge about
the brands.

17. Opinion given by the respondents about the brand Awareness on “Brand of
the product stays fixed in mind” stands first with the mean score of 4.25.

18. Among the brand preference. Preethi mixer grinder has the highest total score of
34,205 followed by Butterfly with the total score of 32,563, Philips with the total
score of 29,220, others with the total score of 28,500 and he Panasonic with the
total score of 24,312.

19. Among brand preference for television, Samsung color television ranks first with a
total score of 34006.

20. In respondents preference towards washing machine, Whirlpool stands first with
the highest total score of 31621.

21. In respondents’ preference towards Refrigerator, Kelvinator ranks first with a total
score of 32844.

22. O General Brands of Air conditioner ranks first with the total score of 31377 among
the five brands under study.

23. Among the various influencing sources of collecting information, that family is the
main source which ranks first with the total score of 2462 followed by friends,
colleagues, past experience, relatives and word-of –mouth that occupy second,
third, fourth, fifth and sixth ranks with total score of 2185, 2061, 1960, 1925
and1771 respectively.
24. Salespersons or representatives is the main source of providing information, which
stands first with the total score of 2444, promotional offers and dealers occupy
second and third ranks in providing information in relation to the purchase of
product with total score of 2162 and 1941 respectively.

25. Among the public sources Television ranks first with the total score of 2328,
followed by radio, newspaper and magazines as second, third, fourth with the total
scores of 2272, 2006, and 1980 respectively.

26. Among 600 respondents 464 (77.3%) respondents purchase from a particular shop
and rest of 136 (22.7%) respondents prefer to buy the product where ever it is
available like retail shop, company outlet and in exhibitions and from company
representatives.

27. On the basis of availability, of various brands, home appliances occupy first rank
with the highest score of 29555. Maximum numbers of respondents prefer to buy
only from the authorized dealers or from particular shop due to the availability of
various brands. They say that if various brands are available they can choose the
best from among them instead of less availability.

28. In respondents preferring cash purchase, 347 (57.83%) respondents make

purchases only on the basis of cash and the remaining 253 (42.17%) respondents
purchase on credit.

29. The result shows that among 253 respondents who purchase on credit basis, 29
(11.46%) respondents make their payment once in a week followed by 137
(54.15%) respondents who remit their payments monthly once, 60 (23.72%)
respondents pay their payments once in two months and only 27 (10.67%) of the
respondents pay randomly.
30. Among the factors to be considered before purchasing “Quality of the product”
factor has got a lot of weight age.

31. Among 600 respondents 453 (75.5%) are aware of the various promotional schemes
and 147 (24.5%) respondents are unaware of the promotional schemes.

32. The results show that among the promotional schemes, price offer has the highest
total score of 29166 and placed in the first, special gift and special discount hold
second and third positions with the total score of 22174 and 21754 respectively,
whereas fourth place goes to exchange offer with a total score of 21292, and the
last two places are occupied by the sweeps take gift and price gift with the total
score of 21211 and 20303 and get fifth and sixth rank respectively.

33. There is a close relationship between the Gender of the respondents and their
level of satisfaction towards the performance of the product at 5% level of
significance.

34. There is significant relationship between Age of the respondents and level of
satisfaction towards the performance of the product at 5% level of
significance.

35. There is significant relationship between Educational qualification of the

respondents and level of satisfaction towards the performance of the product
at 5% level of significance.

36. There is insignificant relationship between Marital status of the respondents

and level of satisfaction at 5% level of significance.

37. There is significant relationship between Occupational status of the

respondents and level of satisfaction towards the performance of the product
at 5% level of significance.
 38. There is a close relationship between the location of the respondents and level
of satisfaction at 5% level of significance.

38. There is significant relationship between Family income of the respondents

and level of satisfaction towards the performance of the product at 5% level
of significance.

6.4. SUGGESTIONS AND RECOMMENDATIONS

As a natural outcome of the study the researcher would like to make some
suggestions and recommendations to the manufacturers and dealers for making them
recipients of more effective marketing strategies to be followed by them in order to fulfil
the expectations of the consumers for a dynamic market for home appliances in Tamil
Nadu. Most of these suggestions are based on the facts arrived at by the study and some
others are on the basis of general and personal experiences of the researcher.

6.4.1. To the Manufacturers

* Manufacturers should open new service centers in rural market places which
helps the consumers to get their products serviced without taking them to the service
centers situated in far away cities and towns.

*In the present competitive business world, the market penetration and customer
demand are not simply due to the product features, but due to the efforts taken by the
dealers to place the product in the hands of the right consumer. For this, a dealer should be
properly motivated by the manufacturers through awards and incentives based on the
performance.

*Quantity discounts or trade in allowance should be offered to customers for

making bulk purchases (individually or group) of the products of the company.
 *They should design a product mix which comprises of different range of products
fulfilling varied needs of the consumers and also by satisfying the constrains bound by their
Socio Economic living conditions.

*A rational pricing method has to be selected by the manufacturers in order that the
financial goals of the organization are achieved, to fit the realities of the market-place and
support the positioning of the product in consistency with the other variables in marketing
mix.

*Because of the severe competition existing in the marketing area of home

appliances, the manufacturer has to adopt the right strategy relating to price adaptation.

*Manufacturers should initiate and co-ordinate the customer relationship building

for their products to improve the brand image.

*Both financial non financial support should be extended to dealers in designing

their marketing strategies.

*Initiatives should be taken by the manufacturers for expanding their area of

operations to rural places by allotting new dealership there.

6.4.2. To the Dealer

*Retailers should extend more support to the consumers of home appliances in

getting their products serviced in time. This enhances the customer loyalty which shall be
a crucial factor deciding the future success of their business.

*To attract more consumers, retailers can introduce referral commission system to
existing consumers, also for introducing new ones by them.

*Dealers should maintain a good product portfolio in their rural shopping outlets
by incorporating all types of modern home appliances. Unlike the past, it is believed that
the rural population in Tamil Nadu is not socially or economically backward. Increased
income and educational level of the rural, set up and changes in their lifestyle, demand
more or less the same range of products as those demanded by the urban population of
Tamil Nadu.

*Dealers should design their own promotional techniques rather than simply going
after the trade promotional strategies of manufacturers.

*Field agents can be appointed for canvassing the customers especially during
festive occasions.

6.5. SCOPE FOR FURTHER RESEARCH

1. Study on Purchase pattern of consumer for consumer durables.

2. Comparative study of the buying behavior of the people of Tamil Nadu and
Karnataka (producer state of electrical /electronic appliances).

3. Study on Consumer brand preference for consumer durable goods.

4. Study on Pre market evaluation of new consumer durable brands.

5. A study on impact of importing on the domestic home appliance products in the

market.

6. Study on dealers’ attitude towards brown goods.

7. A study on the purchasing pattern of essential kitchen appliances of Wet grinder ,

Pressure cooker, Micro wave oven and other durable goods which are not covered
under this study.

8. Marketing strategies adopted by the manufacturers and dealers in East ,West and
North districts of Tamil Nadu.

6.6. CONCLUSION
 The study has found that the dealers in this market are keeping good brand and
product portfolio which brings them to a position of not depending upon one or two
manufacturing firms to decide their business fortunes. Brand-wise differences are there in
most of the product segments in home appliance market of Tamil Nadu and the consumers
have their own reasons for choosing a particular brand. So each and every firm operating
in this market should identify what a customer from a particular market segment really
expects from the firm and then try to produce and deliver it in the most effective way.
While doing so, none of the firms should forget the “acumen” of modern marketing –
retaining existing customer base is more important than attracting the new ones.

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