A study on level of satisfaction towards home appliance products in
Kulithalai Taluk, Karur district
S. VIVEK
Department of Commerce
National College (Autonomous)
Karumandapam, Tiruchirappalli, TamilNadu 620001
INDIA
B. SEKAR
Department of Commerce
National College (Autonomous)
Karumandapam, Tiruchirappalli, TamilNadu 620001
INDIA
Abstract: - Customer satisfaction is an underlying segment of the markitung capacity and it very well may be
basically characterized the quantity of customers, or level of aggregate customers, whose detailed involvement
with a firm, its items, or its administrations surpasses determined fulfillment objectives. The aim of the present
study is to gain knowledge about the different factors which contributes to the satisfaction of the customers. For
the afore mentioned purpose of obtaining the data, questionnaire method is used. Suitable tools have been used
towards house hold appliances in the particular study area.
Key-Words: - Customer satisfaction; Home appliances; Marketing capacity; brand image; Quality product;
Domestic products.
Received: August 17, 2021. Revised: April 15, 2022. Accepted: May 16, 2022. Published: June 25, 2022.
1 Introduction
The study of consumer behaviour is the study of
how individuals make decisions to spend their
available resources money, time and effort in
consumption related items. However, it may be
noted that consumer behaviour research today goes
far beyond, "what, why, how, when, where and how
often and from whom" to purchase goods and
service. It also considers the use of goods that they
buy and evaluations of those goods after use.
Customer satisfaction, business term, is a proportion
of how items and services provided by an
organization meet or outperform customer desire. It
is seen as a key execution marker inside business
and is a piece of the four points of view of a
Balanced Scorecard. In an aggressive commercial
center where organizations vie for customers,
customer fulfillment is viewed as a key
differentiator and progressively has become scratch
component of business strategy. There is a generous
assemblage of exact writing that builds up the
advantages of consumer satisfaction for firms the
actual manifestation of the condition of fulfillment
will shift from individual to individual and
product/administration to item/benefit. The
condition of fulfillment relies upon number of both
mental and physical factors which relate with
satisfaction practices, for example, return and
suggest rate. The level of fulfillment can likewise
shift contingent upon different alternatives the
customer may have and different items against which
the customer can think about the associated items.
1.1 Description of the study
The present study attempts to examine the
Consumers satisfaction for consumer durables. In
the light of this, the present study attempts to relate
the psychology of the consumers with the marketing
principles. In this context, it is exploratory in nature.
Thus according to Webster, "Buyer behaviour is all
psychological, social and physical behaviour of
potential consumers as they become aware to
evaluate, purchase, consume and tell other people
about product and service". Customer purchasing
behaviour is dynamic. Consequently, it is important
to ceaselessly examine, investigate and know it and
Engineering World
DOI:10.37394/232025.2022.4.3
S. Vivek, B. Sekar
E-ISSN: 2692-5079
10
Volume 4, 2022
watch this comprehension to the marketing
management with the goal that successful choices
can be taken in regard to items, value, sales
promotion, and distribution. The study takes into
account certain factors influencing the purchase
decision process. The sample size of the study is
restricted to 382 and it covers the consumers of
Kulithalai Town only. Since the study focuses
mainly on the factors influencing the buying
behaviour of consumers. However, the role of
dealers has been analysed through the views of the
consumers. There was a bias on the part of
respondents while answering the questions in the
questionnaries.
1.2 Objectives of the Study
To identify the level of satisfaction in household
appliances in Karur District .
2 Literature Review
Paramasivan C (2016) As the purchasing behaviours
of Indian consumer are not healthy, they find it
difficult to judge the quality of the product
purchased. To create awareness about consumer
rights, responsibilities and the working mechanism,
a few organizations are started for their betterment
and to impart consumer education. In the desire to
get high profit within a short span, the retailers sell,
the dangerous consumer product and the hasty
consumers become the victims of the diseases,
which may prove fatal to their health or lives. The
consumer faces numerous exploitations in product,
price, promotion, people etc.
Murali, S., Pugazhendhi, S., &Muralidharan, C.
(2016).studied about After sales services (ASS)
square measure activities that crop up when the
acquisition of the merchandise by customers and
square measure dedicated to supporting customers
within the use and disposal of products. ASS will
produce property relationships with customers and
contribute considerably to customer satisfaction. the
aim of this study is to gauge the ASS quality by
mensuration the extent of customer satisfaction
Davis-Sramek, B., Mentzer, J. T., & Stank, T. P.
(2008). Studied about Manufacturers currently
realize themselves within the position of finding
new ways in which to stay competitive within the
era of retail power. The concern rests on the
manufacturer's ability to implement operational
ways that facilitate the distributor accomplish its
objectives. Empirical proof is provided on the
relationships between relative order fulfillment
service, operational order fulfillment service,
satisfaction, emotional commitment, purchase
behavior, and loyalty.
Ahn, J. S., & Sohn, S. Y. (2009). Studied about
Manufacturing companies aim to sell their
merchandise whereas they fight to stay a sound
customer relationship by providing prime quality
after-sales service (A/S). This can be as a result of
whereas such services have continuously been
necessary in selling and sales industries, they're
presently gaining importance within the producing
trade additionally.
Chen, Y. L., & Chiu, H. C. (2009) focused on the
purpose of this empirical study is to analyses the
consequences of relative bonds on on-line customer
satisfaction exploitation gender and time horizon as
moderators. The findings are three-fold. First, the
monetary and structural bonds have positive impacts
on on-line shoppers’ satisfaction; but, the social
bond doesn't. Second, the monetary, social, and
structural bonds have a lot of positive impacts on
feminine, than male, customer satisfaction. Third,
the monetary bond is a lot of fortunate in
strengthening customer satisfaction for short-run
than for long customers; but, the structural bond is a
lot of necessary for long than for short-run
customers.
Stock, R. M. (2011). Focused on This article tries
to supply deeper insights into the link between the
originality of a company’s offered goods/services
and customer satisfaction. This study proposes AN
inverted formed relationship between the originality
of the offered merchandise and customer
satisfaction. For the originality of services, data
political economy and services promoting literature
indicate an inverted formed relationship.
3 Research methodology
The philosophical aspect of the research must be
understood in order to select the most appropriate
research methodology (Holden and Lynch, 2014).
The philosophical framework supports the research
and the researcher must select each research process
carefully keeping in mind the research aim and
objectives hence, the philosophical position must be
defined accurately as it assists the researcher to
design the structure of the undertaken research. The
interpretation reasoning would be proper for this
examination as the analyst's point is to comprehend
customer discernment on mark steadfastness for
family apparatuses. This will enable the analyst to
have an adaptable structure went for seeing each
member's musings and feeling in connection to the
fundamental point of this examination.
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3.1 Research Gap
Research design is the framework for conducting a
research which includes all the steps necessary to
obtain information for set objectives. Casual design
would be appropriate for this research as it will
allow the researcher to get a greater understand of
participant’s ideas and thoughts in relation to the
research question from a small sample size. Since
this research design allows for flexibility the
researcher can ask additional questions for further
elaboration. On the other hand, descriptive research
does not suit this dissertation as they are too
structured and do not allow for flexibility and causal
research will not be suitable as the research question
does not need to test cause and effect relationship.
3.2 Sample Size
The researcher aimed at having 138 samples.
Totally 150 questionnaire were distributed to the
customers, but managed to get 142 questionnaires
from the respondents. 138 questionnaires were
identified with complete data thus, 138 samples
were taken for further analysis.
3.3 Data Analysis
The collected data was transcribed to a spreadsheet
format to be analyzed. The analysis process began
with using the data reduction method wherein the
non- relevant data was not transcribed thus, focusing
solely on the meaningful data keeping in mind the
research objectives of this study. The collected data
was once again checked to ensure that the researcher
that transcribed the relevant data.
Table 1 Profile of the respondents
S. No
Sources
Variable
Frequency
Percentage
1.
Gender
Male
92
66.7
Female
46
33.3
Total
138
100.0
2.
Age
Less than 30
40
29.0
Between 31-40
54
39.1
Between 41 - 50
27
19.6
Above 50
17
12.3
Total
138
100.0
3.
Marital Status
Married
97
70.3
Unmarried
41
29.7
Total
138
100.0
4.
Education
Qualification
10/12th
39
28.3
ITI
30
21.7
Diploma
34
24.6
UG
16
11.6
Others
19
13.8
Total
138
100.0
5.
Monthly Salary
Less than Rs.
10,000
52
37.7
Rs.10,000-20,000
58
42.0
More than Rs.
20,000
28
20.3
Total
138
100.0
Source: Primary data
Table no. 1 indicates that a study on perception
towards branded electronic goods in karur District a
maximum of the respondents (66.77%) are belongs
to male and majority of the respondents (39.1%)
belongs to the age group of 31-40 years. 70.3
percent of the respondents were got married and
28.3 percent of the respondents educational
qualifications belongs to 10/12th Standard and
majority of the respondents (42%) monthly salary
ranging from Rs. 10000 – 20000.
There is no significant relationship between
Demographic profile Vs level of satisfaction
towards house hold appliances
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Table 2 Demographic profile Vs level of satisfaction towards house hold appliances
S.
No
level of
satisfaction
Gender
Age
E. Qualification
Salary
p
Sig.
R
p
Sig.
R
p
Sig.
R
p
Sig.
R
1
Festival offer
5.300
0.258
A
22.062
0.000
R
2.616
0.0941
A
12.603
0.002
R
2
Hygiene
6.293
0.178
A
16.602
0.000
R
1.475
0.745
A
12.290
0.004
R
3
Convenience to
use
2.841
0.417
A
1.952
0.0721
A
19.042
0.000
R
2.657
0.728
A
4
Power
consumption
5.751
0.124
A
2.161
0.0623
A
23.012
0.002
R
12.331
0.008
R
5
Warranty period
9.641
0.047
R
16.362
0.000
R
24.032
0.000
R
2.132
0.725
A
6
Emotional value
15.713
0.002
R
18.052
0.000
R
2.973
0.174
A
3.375
0.765
A
7
Brand image
7.476
0.113
A
14.612
0.000
R
12.656
0.001
R
12.545
0.003
R
8
Standard of
living
11.418
0.022
R
2.333
0.237
A
12.057
0.002
R
12.664
0.004
R
9
Quality of
product
16.719
0.015
R
1.410
0.121
A
1.559
0.751
A
2.035
0.524
A
10
Packing method
5.092
0.278
A
12.520
0.004
R
12.468
0.000
R
2.709
0.651
A
Note: Sig.denotes significant at 5 % level , A- Accepted , R-Rejected
As regards Festival offer, there is no significant
relationship with gender and educational
qualification and there is a significant relationship
with age and salary.
As regards Hygiene there is no significant
relationship with gender and educational
qualification and there is a significant relationship
with age and salary.
As regards Convenience to usethere is no
significant relationship with gender, Age and salary
and there is a significant relationship with
Educational qualification.
As regards Power consumption, there is no
significant relationship with gender and Age and
there is a significant relationship with educational
qualification and salary.
As regards Warranty period, there is no
significant relationship with salary and there is a
significant relationship with gender, age and
educational qualification.
As regards Emotional value, there is no
significant relationship with gender and Age and
there is a significant relationship with educational
qualification and salary.
As regards Brand image, there is no significant
relationship with gender and there is a significant
relationship with age, educational qualification and
salary.
As regards Standard of living, there is no
significant relationship with Age and there is a
significant relationship with gender, educational
qualification and salary.
As regards Quality of product, there is no
significant relationship with gender and there is a
significant relationship with age, educational
qualification and salary.
As regards Packing method, there is no
significant relationship with gender and e salary and
there is a significant relationship with age and
educational qualification.
4 Conclusion
The present study attempts to examine the
Consumers’ preference for consumer durables. In
the light of this, the present study attempts to relate
the psychology of the consumers with the marketing
principles. In this context, it is exploratory in nature.
Thus according to Webster, "Buyer behaviour is all
psychological, social and physical behaviour of
potential consumers as they become aware to
evaluate, purchase, consume and tell other people
about product and service". Customer purchasing
behaviour is dynamic. Consequently, it is important
to ceaselessly examine, investigate and know it and
watch this comprehension to the marketing
management with the goal that successful choices
can be taken in regard to items, value, sales
promotion, and distribution.
The household appliances market reflects
the sale of six product sectors: refrigeration
appliances, cooking appliances, washing appliances,
room comfort and water heater appliances, vacuum
cleaners, and dishwashers. Customer satisfaction
can be considered as something that is at the focal
point of each fruitful business. It is concluded that,
customer satisfaction is one of the important parts of
marketing strategy which help to increase the
market size through their recommendations and free
advice to their relatives and neighbour. Home
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DOI:10.37394/232025.2022.4.3
S. Vivek, B. Sekar
E-ISSN: 2692-5079
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Volume 4, 2022
appliances are most demandable product in the
market which is highly consumer perception and
satisfaction oriented. Therefore, there is a need of
maintaining and promoting customer satisfaction at
all level is significantly associated with the market
size and reputation of the products.
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References:
[1] Ahn JS and Sohn SY, Customer pattern search
for after-sales service in manufacturing, Expert
Systems with Applications, Vol.36, No.3, 2009,
pp.5371-5375.
[2] Chen YL and Chiu HC, The effects of
relational bonds on online customer
satisfaction, The Service Industries Journal,
Vol.29 No.11, 2009, pp.1581-1595.
[3] Davis-Sramek B, Mentzer JT, Stank TP,
Creating consumer durable retailer customer
loyalty through order fulfillment service
operations, Journal of operations management,
Vol.26 No.6, 2008, pp.781-797.
[4] Murali S, Pugazhendhi S, Muralidharan, C,
Modelling and investigating the relationship of
after sales service quality with customer
satisfaction, retention and loyalty–a case study
of home appliances business, Journal of
Retailing and Consumer Services, Vol.30,
2016, pp.67-83.
[5] Paramasivan C, Conceptual Analysis of
Consumer Exploitation in Organized Retailing,
International Journal in Management and
Social Science,Vol.04, No.06, 2016,pp.206-210
[6] Stock R M, How does product program
innovativeness affect customer satisfaction? A
comparison of goods and services, Journal of
the Academy of Marketing Science, Vol.39, No.
6, 2011, pp.813-827.
Author Contributions
S. Vivek performed the proposed methodology,
result and discussion, and writing and editing.
B. Sekar was supervision of the entire project.
Funding
No fund received for this project.
Creative Commons Attribution License 4.0
(Attribution 4.0 International, CC BY 4.0)
This article is published under the terms of the Creative
Commons Attribution License 4.0
https://creativecommons.org/licenses/by/4.0/deed.en_US
Engineering World
DOI:10.37394/232025.2022.4.3
S. Vivek, B. Sekar
E-ISSN: 2692-5079
14
Volume 4, 2022
