A Peer Reviewed International Journal - ICMRR - …icmrr.org/March_2013/IJMRR/MARCH 2013 IJMRR.pdf · · 2015-03-08INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW ... A STUDY

Volume 1, Issue 1 (March, 2013)

INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW

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SR. NO. P A R T I C U L A RS PAGE NO.

1.

“THE IMPACT OF NOKIA BRAND EXTENSION ON BRAND

PERSONALITY” - AN EXPERIMENTAL STUDY

M.MOHAMED RIAZ P.KANNAN

1-6

2.

A STUDY ON BUYING BEHAVIOUR OF RURAL CONSUMERS

ABOUT BROWN GOODS WITH REFERENCE TO DVD PLAYER

IN NAMAKKAL DISTRICT

Dr. R. VIJAYAKUMAR

7-20

3.

INFLUENCE OF ADVERTISEMENT ON HEALTH DRINK PURCHASE

AMONG CHILDREN WITH SPECIAL REFERENCE TO ERODE

DISTRICT

Dr.A.MAHADEVAN G.K.KAVITHA R.SHIVASANGARI

21-25

4.

A STUDY ON CUSTOMER PERCEPTION TOWARDS BAJAJ BIKES AT

SPECIAL REFERENCE WITH AADHITYA MOTORS

S.ANANDKUMAR

26-55

5.

A STUDY ON CUSTOMER SATISFACTION IN SHRI KANNAN

DEPARTMENTAL STORE, ERODE

MUTHUMANIKANDAN.P

56-79

6.

TO STUDY ABOUT THE CONSUMER AWARENESS OF NUTRIENT

WATER WITH SPECIAL REFERENCE TO TATA WATER PLUS

S.KALAIARASAN

80-97

7.

A STUDY ON CUSTOMER OPINION TOWARDS PRODUCTS AND

SERVICES OF ING VYSYA WITH SPECIAL REFERENCE TO

COIMBATORE.

P.RAVI KUMAR

98-115

A Peer Reviewed International Journal

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“THE IMPACT OF NOKIA BRAND EXTENSION ON BRAND PERSONALITY” - AN

EXPERIMENTAL STUDY

M.MOHAMED RIAZ 1 P.KANNAN

2

1 Research Scholar,

2 Assistant Professor Department of Management Studies, Annai Mathammal Sheela Engineering College,

Namakkal

ABSTRACT

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).

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.

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.

2.2 Dimensions of Brand Personality

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:

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

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.

2.5 Brand familiarity

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.

3. To identify the impact of Nokia brand extension on brand personality.

4. RESEARCH METHOD AND EXPERIMENTAL DESIGN

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).

Three (randomly assigned) groups were included in the design, namely:

(1) A treatment group exposed to an extension with good fit;

(2) A treatment group exposed to an extension with poor fit: and

(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.

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.

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.

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.

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.

Brand familiarity: A three-item scale based on Steenk amp et al (2003) was employed to measure brand

familiarity.

Hypothesis Framed

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.

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.

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:

The reliability statistics for Nokia Brand Familiarity is low and the Nokia Brand Familiarity score is moderate.

Perceived Fit:

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.

Impact of Nokia Brand Extension on Brand Personality:

With Model 1, the equation with “Sincerity” as the dependent variable returned a significant result (R2 = 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 (R2 = 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.

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 (β1 = 0.271, ρ = 0.006)

and the “Sophistication” as the dependent variable returned a significant result (R2 = 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. 347-

56.

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, 4th

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.

Keller, K.L., (1993), “Conceptualizing, measuring and managing customer-based brand equity”, Journal of

Marketing, Vol. 57, pp. 1-22.

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. 185-

93.

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

HOD, Department of Management Studies

Vidyaa Vikas College of Engineering & Technology

Tiruchengode – 637 214.

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 5th

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.

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.

Indian Market Dynamics

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 Sales (in Units) Market Share (in %)

Philips 900,000 20.0

LG 800,000 18.0

0nida 500,000 11.0

Samsung 300,000 7.0

Sony 250,000 5.5

Modern Retail 225,000 5.0

P Videocon 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 12.5

Source: TV Veopar Journal, April 2011

1 TV Veopar Journal, An ADI Media Publication, April 2011,p. 66.

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Diagram 1 - Sales [in units] and Market Share

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 5th

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

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.

2 McKinsey & Company, “The bird of Gold: The Rise of Indian Consumer Market” McKinsey Global Institute,

May 2007.

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STATEMENT OF THE PROBLEM

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.

RESEARCH METHODOLOGY

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.

LIMITATIONS OF THE STUDY

1. In Tamilnadu, the researcher has selected only one district for his research.

2. Researcher has selected only one brown goods for his research.

3. Families living below the poverty line were not included in this study.

4. Respondent bias i.e., respondents has taken much time to fill the interview schedule.

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REVIEW OF LITERATURE

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.

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.

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.

Hui Sam K et al., (2008)65

examined in their article that the individual-level behavioural model captures the

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

parsimonious specification for the heterogeneity distribution, our model recovers the typically observed temporal

pattern of DVD reorder and sales, a pattern which exhibits an exponentially increasing number of reorder units

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.

4Smith 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.

5Moon B Shin, “Man of Electronics” Award at CEAMA‟s 31

st 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.

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ANALYSIS AND INTERPRETATIONS OF DATA

Table 2 – Age Group of the Respondents

S.No. Age No. of

Respondents Percentage

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

S.No. Occupation No. Of


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.

Table 4 – Income of the Respondents

S.No. Family Income No. Of


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 5 - User and Non – User of DVD Player

S.No. Particulars No. Of

respondents Percentage

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.

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.

S.No. Gender Value

Total More Less

1 Male 106

(65.80%)

116

(67.10%)

222

(66.50%)

2 Female 55

(34.20%)

57

(32.90%)

112

(33.50%)

Total 161 173 334

Chi-square value d.f Statistical inference

0.005 1 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

S.No. Number of Brands

Considered

No. Of


1 Only One 131 39.20

2 Two 104 31.10

3 Three 85 25.40

4 More than Three 14 04.20

5 Nil 0 00.00

Total 334 100.00


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.

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Table 8 - Brand Name of the DVD Player

S.No. Brand Name No. of


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

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

S.No. Number of years using

the goods

No. of


1 Less than 2 Years 80 24.00

2 2 – 4 Years 145 43.40

3 4 – 6 Years 61 18.30

4 6 – 8 Years 32 09.60

5 8 – 10 Years 16 04.80

6 10 Years & Above 16 04.80

Total 334 100.00


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.

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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

S.No. Time of

Purchase

No. Of


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.

Frequency Distribution of the Respondents Based on the Mode of Purchase of the DVD Player

Table 11 - Mode of Purchase

S.No. Mode of Purchase No. of


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

KMO and Bartlett's test

Kaiser-Meyer-Olkin measure of sampling adequacy 0.769

Bartlett's test of sphericity Approx. Chi-square 3347

Df 78

Sig. 0.001

Total Variance Explained by Initial Eigen Values

Component

Initial eigen values

Total Percentage of

variance

Cumulative

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.

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Varimax Rotated Factor Loading Matrix

Sources Factor loadings

Communalities

(h2) F1 F2 F3 F4

Friends 0.820 0.848

Neighbour 0.531 0.735

Parents 0.659 0.741

Spouse 0.836 0.710

Colleagues 0.773 0.790

Advertisements 0.849 0.750

Shop display 0.855 0.876

Technical Experts 0.714 0.527

Consumer report 0.858 0.808

Experience through trial 0.739 0.716

Representative/ Shop

owner 0.663 0.780

Existing user 0.595 0.896

Self 0.612 0.740

Eigen values 3.012 2.987 2.555 1.362

Percentage of variance

explained 23.173 22.975 19.652 10.479

percentage of cumulative

variance explained 23.173 46.148 65.800 76.279

KMO is calculated using correlation and partial correlation to test whether the variables in our sample

are adequate to correlate. A general rule of thumb is that KMO value should greater than 0.5 for a satisfaction

factor analysis to proceed, by observing the above results from table KMO value is 0.769; therefore we can

proceed with factor analysis.

Bartlett‟s test of sphericity is to find out the relationship between the variables. A 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‟.

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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 Rank Assigned

Rank

1 Self

1.74 1

2 Spouse

4.28 4

3 Children

2.13 2

4 Parents

4.37 5

5 Siblings

2.49 3

Source: Compiled

N 334

Chi-square 814.081

Df 4

Kendall‟s Value W 0.609

Friedman Value P 0.01p<0.05

significant

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.

Table 14 - Weighted Average Score for ranking the Satisfaction

S.No. Satisfaction Factors DVD Rank

1. Overall quality 3.82 6

2. Financial Assistance 3.11 12

3. Price 4.12 3

4. Brand 4.48 2

5. After sales service 3.41 9

6. Availability of spares 3.92 5

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7. Performance 4.00 4

8. Attending complaints 2.65 15

9. Sales person behaviour 2.52 16

10. Responsiveness 2.72 14

11 Warranty 3.60 8

12. Usage experience 3.79 7

13. Worthiness 4.68 1

14 Loyalty programmes 2.83 13

15. Reliability 3.39 10

16 Pre-sales service 3.33 11

Source: Compiled

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.

Table 15 - Weighted Average Score for Ranking the Sources

S.No. Sources Weighted

Average Score

Rank

1 News paper

4.74 3

2 Wall Painting

3.28 5

3 Television

4.89 1

4 Radio

4.76 2

5 Friends and Neighbors

4.00 4

6 Shopkeeper

3.21 6

7 Hoarding

2.90 7

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.

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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

to other.

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.

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

players than other members.

Majority of the respondents are satisfied about the worthiness of the DVD players followed by brand and

they are not satisfied with the loyalty programmes, financial assistance, attending complaints and sales

person behaviour.

Television, radio and news paper are the important sources to create awareness about the goods that will

influence the respondents to buy the DVD player.

CONCLUSION

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.

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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.

Chundi Janaki and Srivastava Alka, “Role of Media in Rural Areas”, Kurukshetra, July 2000, pp. 2-6.

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,

1999, pp. 384 – 386.

McKinsey & Company, “The bird of Gold: The Rise of Indian Consumer Market” McKinsey Global

Institute, May 2007.

Moon B Shin, “Man of Electronics” Award at CEAMA‟s 31st Annual Function, New Delhi, India,

November 26, 2010, India.

Pradip Kashyap and Siddartha Raut, “The Rural Marketing Book”, Bizantra, New Delhi, 2006.

Preeti Mehra, “UN Report 2011 – 2012”, The Business Line, July 2011, p. 22.

Sanal Kumar Velayudhan and Guda Sridhar, “Rural Markets – Understanding Consumers and

Developmental Issues”, Excel Books, New Delhi, First Edition, 2010, p.11.

Sheetal Kapoor, “Understanding Buying Behaviour of Indian Families”, New Century Publications,

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.

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INFLUENCE OF ADVERTISEMENT ON HEALTH DRINK PURCHASE AMONG

CHILDREN WITH SPECIAL REFERENCE TO ERODE DISTRICT

Dr.A.MAHADEVAN 1 G.K.KAVITHA

2 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

ABSTRACT

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.

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.


IJMRR


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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

drink and to know the degree of influence of advertisements among their purchase decision.

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

Although the research has reached its aims, there was unavoidable limitation. Because of the time limit, this research

was conducted only on a small size of population. Therefore, to generalize the results for larger groups, the study

should have involved more participants at different levels.

5. RESEARCH METHODOLOGY

5.1 Type of Project

Influence of advertisement on health drink purchase among children conducted in Erode District

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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6. DATA ANALYSIS AND INTERPRETATION

Table No: 1 The details regarding General profile of the respondents:

Factors Classification No. of Respondents Percentage

Gender Male

Female

75

25

75

25

Age Below 5 years

5-10 years

10-15 years

Above 15 years

10

56

24

10

10

56

24

10

Educational Status School level

College level

53

47

53

47

Family Size Below 3 members

3 to 5 members

5 members & above

13

81

6

13

81

6

Occupation Agriculture

Business

Employed

Professional

others

17

26

32

15

10

17

26

32

15

10

No. of earning Members One

Two

Three

12

77

25

12

77

25

Monthly family income Less than 10000

10000 – 20000

20000 – 30000

30000 and above

5

26

54

15

5

26

54

15

Source: primary data

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

Highly

Satisfied

Satisfied Moderate Dissatisfied Highly

Dissatisfied

TOTAL

price 27 41 15 10 7 100

quantity 33 37 17 4 9 100

quality 23 34 23 13 7 100

benefits 34 31 21 10 4 100

variety 14 42 22 13 9 100


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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.

Table No:3 Source of information about health drinks :

Source of information No: of respondent percentage

Parents 21 21%

Friends 16 16%

Relatives& neighbors 11 11%

advertisement 27 27%

doctors 22 22%

others 3 3%

Total 100 100%


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:4 Factors influencing in purchase of health drinks:

Factor influencing No: of respondents percentage

Parents 23 23

Friends 12 12

Yourself 36 36

Doctors 24 24

Relatives 5 5

Total 100 100


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 No: of respondents percentage

Weekly 28 28

Monthly 51 51

Twice in a month 21 21

Total 100 100


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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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.

4. Most of the respondents (49%) have the opinion that the advertisements are entertainment only.

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.

8. SUGGESTIONS

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.

9. CONCLUSION

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) Charlesm.Futrell - “Sales Management” – Thomson Publications – IV th edition – 2001.

2) Philip Kotler (Eight Editions) “Marketing Management", Prentice Hall of India Ltd.

3) Advertising and marketing magazine.

4) Business world.

5) S.L.Gupta – “Marketing Research” – Excel Books – 2003.

6) [email protected]

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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).


IJMRR


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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.

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, carbon-

fibre 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.

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"

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2. OBJECTIVES OF THE STUDY

Primary objective

To study the customer perception towards Bajaj motorbikes.

Secondary objective

1. To identify and rank the product features given preference while buying a motorbike.

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 are not

covered in this study.

3.RESEARCH METHODOLOGY

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

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.

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.

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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http://en.wikipedia.org/wiki/Average

http://en.wikipedia.org/wiki/Descriptive_statistics

http://en.wikipedia.org/wiki/Arithmetic_mean

http://en.wikipedia.org/wiki/Counterintuitive

http://en.wikipedia.org/wiki/Simpson%27s_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

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

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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http://en.wikipedia.org/wiki/Weighted_harmonic_mean

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TABLE 4.1.2 OCCUPATION OF THE RESPONDENTS

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 4.1.3EDUCATIONAL 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.

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TABLE 4.1.4 INCOME LEVEL OF THE RESPONDENTS

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

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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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.

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TABLE 4.1.10 YEAR OF USING

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

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 &

More than 1 Four-Wheeler

21 8.40

Total 250 100.00

From the above table it is inferred that the 36.80% of the respondents are having only 1 Two-

Wheeler, 30.40% of the respondents are having 1 Two-Wheeler and 1 Four-Wheeler, 24.40% of the

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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

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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.

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ABLE 4.1.15 MILEAGE PROMISED BY THE DEALER

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

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 61-

70Kms/Lit, 26% of the respondents are getting mileage of 71-80Kms/Lit and 19% of the respondents are

getting mileage of 51-60Kms/Lit.

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TABLE 3.1.17 SATISFACTION ON MILEAGE

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 3.1.18 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.

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TABLE 4.1.19 KILOMETERS COVERED IN A MONTH

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 501-

1000 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

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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TABLE 4.1.21 PLACE OF VEHICLE SERVICING

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 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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TABLE 4.1.23 OPINION ABOUT THE COST OF VEHICLE

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 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

Sl. No Preference Weighted

Average Rank

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

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

PREFERENCCE OF BUYING TWO WHEELERS

Brand name

7%

Look

11%

Mileage

7%

Speed

8%

Maintenance

7%

Sales ser

12%

Price

12%

New model

12%

Value

11%

Offers&sch

13%

4.3 CHI - SQUARE METHOD

TABLE 4.3.1 LEVEL OF INCOME AND OCCUPATION

Agriculture Business

Govt.

Emp.

Private

Emp. Student TOTAL

Below Rs.5000 0 8 0 1 1 10

Rs.5001-10000 1 6 0 2 6 15

Rs.10001-15000 19 30 4 19 15 87

Rs.15001-20000 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

Occupation Income

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and Occupation.

Alternate Hypothesis (H1) : There is significant relationship between Income and

Occupation.

Level of Significance : 5%

Degrees of Freedom : (r-1) (c-1)

= (5-1) (5-1)

= 16

2

= E

EO2

Calculated value 2

= 32.33

Table value = 26.296

CONCLUSION

Since the calculated value is greater than Table Value, we reject Null Hypothesis and there is

significant difference between income and Occupation.

TABLE 4.3.2 LEVEL OF INCOME AND TWO WHEELER PURCHASED

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

Null Hypothesis (H0) : There is no significant relationship between Income and Two Wheeler purchased.

Brand Income

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Alternate Hypothesis (H1): There is significant relationship between Income and Two

Wheeler Purchased.



= (5-1) (7-1)

= 24

2

= E

EO2

Calculated value 2

= 16.06


CONCLUSION

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

Pulsar

150 CT 100 Discover

Pulsar


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

Occupation Brand

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Null Hypothesis (H0) : There is no significant difference between Occupation and

Two Wheeler purchased.

Alternate Hypothesis (H1) : There is significant difference between Occupation and

Two Wheeler Purchased.



= (5-1) (7-1)

= 24

2

= E

EO2

Calculated value 2

= 9.91


CONCLUSION


significant difference between Occupation and Two Wheeler Purchased.

TABLE 4.3.4 REASON FOR CHANGING THE VEHICLE AND TWO WHEELER PURCHASED

Pulsar

150 CT 100 Discover

Pulsar


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

Brand Reason

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Null Hypothesis (H0) : There is no significant difference between

Reason and Two Wheeler purchased.

Alternate Hypothesis (H1) : There is significant difference between

Reason and Two Wheeler Purchased.



= (3-1) (7-1)

= 12

2

= E

EO2

Calculated value 2

= 19.85


CONCLUSION


significant difference between Reason and Two Wheeler Purchased.

TABLE 4.3.5 USAGE OF THE VEHICLE AND TWO WHEELER PURCHASED

Pulsar

150 CT 100 Discover

Pulsar


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

Brand

Usage of Vehicle

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Usage of vehicle and Two Wheeler purchased.


Usage of vehicle and Two Wheeler Purchased.



= (5-1) (7-1)

= 24

2

= E

EO2

Calculated value 2

= 16.36


CONCLUSION


significant difference between usage of vehicle and Two Wheeler Purchased.

TABLE 4.3.6 PROMISED MILEAGE AND ACTUAL MILEAGE OF THE VEHICLE

Below

50Ksm/Lit

51-

60Kms/Lit

61-

70Kms/Lit

71-

80kms/lit

Above

80kms/lit Total

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

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Null Hypothesis (H0) : There is no significant difference between Promise Mileage and Actual Mileage

Alternate Hypothesis (H1): There is significant difference between Promise Mileage and Actual Mileage



= (5-1) (5-1)

= 16

2

= E

EO2

Calculated value 2

= 301.86


CONCLUSION


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

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

Servicing Point

Usage of Vehicle

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How long the vehicle is used and service level of the vehicle


How long the vehicle is used and service level of the vehicle



= (5-1) (3-1)

= 8

2

= E

EO2

Calculated value 2

= 10.32


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 having the opinion of Good about overall performance of the vehicle.

(62%)

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%)

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

Dealer has to improve the customer satisfaction by improving the parameters like customer

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.

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.

PILLAI 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

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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


IJMRR


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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

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.

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.

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

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.

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

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 make their consumption

decisions. So that we can make better strategic marketing decisions.

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

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.

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.

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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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.

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.

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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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).

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.

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:

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.

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.

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

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

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. Two or more percentages must not be averaged unless each is weighted by the group size

from which it has been derived.

2. Use of too large percentages should be avoided because it‟s difficult to understand and

tends to confuse.

3. Percentages hide the base from which they have been computed.

4. 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.

5. 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 = 100Re

Re.x

spondentsTotal

spondentsofNo

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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:

Chi-square (χ2) = ∑ (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.

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

Where

Xw = Weighted arithmetic mean

Xi = the variable

Wi = Weights attached to the variable Xi i-1…………n

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4.ANALYSIS OF DATA:

TABLE: 4.1.1

AGE OF RESPONDENTS

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.

TABLE 4.1.2

GENDER OF RESPONDENTS


INTERPRETATION:

From the above table it is inferred that 85.33% of the respondents are male and 14.67% of the

respondents are female.

GENDER NO. OF RESPONDENTS PERCENTAGE

MALE 128 85.33

FEMALE 22 14.67

TOTAL 150 100

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TABLE: 4.1.3

MARITAL STATUS OF RESPONDENTS

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

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 OF RESPONDENTS

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

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 OF RESPONDENTS

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

PRODUCT BUYING PLACE

PLACE FREQUENCY PERCENTAGE

Departmental stores 116 71.33

Shops/Markets 30 20

Sales representative 4 2.67

Exhibition - -

TOTAL 150 100


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 YOU TO PURCHASE IN SHRI KANNAN DEPARTMENTAL STORES

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.

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

YEARS OF PURCHASING

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

TOTAL 150 100


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 2-

3 years and 30.67% of the respondents are purchased Above 3 years.

PRODUCT TYPE 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

Total 150 100


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

Immediate rectification 129 86

Delay in rectification 8 5.34

No exchange 5 3.33

No response 8 5.34

Total 150 100


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

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

DISCOUNT & BENEFITS FREQUENCY PERCENTAGE

Always 46 30.67

Often 31 20.66

Sometimes 58 38.67

None 15 10

Total 150 100


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

4.2.1. To find out whether there is any relationship between gender and satisfaction level of the

Customer.

Rating

Highly satisfied Satisfied neutral Dissatisfied Highly dissatisfied

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:

χ2 = (∑ (oi – Ei)

2) / Ei

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

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.

Rating

Highly satisfied Satisfied neutral Dissatisfied Highly dissatisfied

Total


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.

Rating

Highly satisfied Satisfied Neutral dissatisfied Highly dissatisfied

Total


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 5

th, 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 1st, Return back the defective

products ranked 2nd

, Complaint handling policy ranked 3rd

, Customers admiration about this store ranked

4th, Customers living area ranked 5

th.

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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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6. SUGGESTION OF THE STUDY

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.

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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http://www.wikipedia.com/

http://www.managementhelp.com/

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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


IJMRR


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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.

INTRODUCTION ABOUT MARKET

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.

1. Who buys the products?

2. Who are the prospective buyers and users?

3. 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

SCOPE OF STUDY

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.


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

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.

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.

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

E = expected 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:

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 OF THE RESPONDENTS

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.

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 OF THE RESPONDENTS

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

HABIT OF DRINKING PACKAGED WATER REGULARLY

Habit of drinking

packaged water No. of Respondents Percentage

Yes 93 77.5

No 27 22.5

Total 120 100

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

REASON FOR TAKING PACKAGED DRINKING WATER

Reasons No. of Respondents Percentage

Taste 18 15

Quality 68 56.7

Self esteem 12 10

Not available of

other water

22 18.3

Total 120 100

INTERPRETATION:

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

Role of advertisement No. of


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

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

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

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

REASON FOR NOT CONSUMING NUTRIENT WATER


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


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.

TABLE 4.13

RECOMMENDING NUTRIENT WATER

Respondents recommend

nutrient water to others No. ofRespondents 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 FROM TATA WATER PLUS

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.

CHI-SQUARE TEST

OCCUPATION OF THE RESPONDENTS AND AWARENESS OF NUTRIENT WATER

AWARENESS

OCCUPATION

YES NO TOTAL

HOME MAKER 13 5 18

BUSINESS 25 2 27

PROFESSIONAL 27 2 29

EMPLOYEE 38 8 46

TOTAL 103 17 120

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COMPUTATION OF CHI-SQUARE

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 5.406

Null Hypothesis (H0) : 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

Level of Significance = 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

INCOME

YES

NO

TOTAL

BELOW 10000 8 44 52

10000 – 20000 24 22 46

ABOVE 20000 12 10 22

TOTAL 44 76 120

COMPUTATION OF CHI-SQUARE

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:

Calculated Chi-Square value = 19.58

Degree of Freedom = 2

Table Value = 5.99

Level of Significance = 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

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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6. SUGGESTIONS AND RECOMMENDATIONS

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

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

ISSN 2321-0346

http://www.pepsiindia.co.in/

http://www.tataglobalbeverages.com/

http://www.quickmba.com/

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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.


IJMRR


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ORIGIN OF WORD ‘BANK’

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.

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.

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, cross-

buying, 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 long-

term 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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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.

2.2 Limitation of the study:-

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

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.

PRIMARY 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.

4. ANALYSIS AND INTERPRETATION

TABLE NO-4.1.1 AGE OF THE RESPONDENTS

S.NO WORKING CONDITION RESPONDENTS PERCENTAGE

1 Below 25 18 36

2 26-30 6 12

3 31-35 24 48

4 36 and above 2 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 31-

35 years.

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TABLE NO-4.1.2 GENDER OF THE RESPONDENTS

S.NO GENDER RESPONDENTS PERCENTAGE

1 Male 32 64

2 Female 18 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


1 Uneducated 3 6

2 Schooling 19 38

3 U G 13 26

4 P G 7 14

5 Diploma 7 14

6 Others 1 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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TABLE.No-4.1.4 SHOWS OCCUPATION OF THE RESPONDENTS


1 Self employed 5 10

2 private 26 52

3 Govt. employee 7 14

4 Agriculture 9 18

5 Others 3 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


1 Below Rs 5000 10 20

2 Rs 5001 to 10000 15 30

3 Rs 10001 to 15000 17 34

4 Rs 15001 to above 8 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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TABLE.No-4.1.6 TYPE OF ACCOUNT MAINTAINED BY THE RESPONDENTS


1 Saving Account 28 56%

2 Current Account 12 24%

3 Fixed Deposits 10 20%

4 NRI Account 0 0

5 Others 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-4.1.7 OPINION ON FACILITIES PROVIDED BY THE BANK


1 Highly satisfied 14 28

2 Satisfied 11 22

3 Neutral 5 10

4 Dissatisfied 7 14

5 Highly dissatisfied 13 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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TABLE.No-4.1.8 OPINION ON SERVICES OF BANK STAFF


1 Highly Satisfied 28 56

2 Satisfied 13 26

3 Neutral 0 0

4 Dissatisfied 3 6

5 Highly Dissatisfied 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-5.1.9 OPINION ON ACCOUNT OPENING FORMALITIES



2 Satisfied 12 24

3 Neutral 2 4

4 Dissatisfied 3 6


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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TABLE.No-5.1.10 OPINION ON FACILITY LEVEL OF ING COMPARED TO

OTHER BANKS



2 Satisfied 18 36

3 Neutral 0 0

4 Dissatisfied 9 18


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-5.1.11 OPINION ON INSURANCE PRODUCTS AVAILABLE IN ING



2 Satisfied 12 24

3 Neutral 6 12

4 Dissatisfied 4 8


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



2 Satisfied 15 30

3 Neutral 6 12

4 Dissatisfied 3 6


TOTAL 50 100


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.

TABLE.No-5.1.13 OPINION ON AVAILABILITY OF LOAN PRODUCTS



2 Satisfied 8 16

3 Neutral 5 10

4 Dissatisfied 2 4


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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TABLE.No-5.1.14 OPINION ON INTREST RATE



2 Satisfied 6 12

3 Neutral 0 0

4 Dissatisfied 8 16


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



2 Satisfied 10 20

3 Neutral 0 0

4 Dissatisfied 2 4


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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TABLE.No-5.1.16 OPINION ON NET BANKING FACILITIES



2 Satisfied 18 36

3 Neutral 20 40

4 Dissatisfied 1 2


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-5.1.17 OPINION ON LOCKER FACILITIES



2 Satisfied 12 24

3 Neutral 2 4

4 Dissatisfied 6 12


TOTAL 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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TABLE.No-5.1.18 OPINION ON MOBILE BANKING



2 Satisfied 18 36

3 Neutral 12 24

4 Dissatisfied 5 10


TOTAL 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-5.1.19 OPINION ON CHARGES FOR CREDIT CARDS



2 Satisfied 14 28

3 Neutral 0 0

4 Dissatisfied 4 8


TOTAL 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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TABLE.No-5.1.20 OPINION ON INTEREST ON INVESTMENT



2 Satisfied 16 32

3 Neutral 8 16

4 Dissatisfied 9 18


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

SATISFACTION LEVEL ON TYPE OF ACCOUNT AND OVERALL SERVICES OFFERED BY

BANK

Value Df Asym.Sig

Pearson Chi-Square 24.47 12 0.018

No of Valid Cases 150

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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7. CONCLUSION

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

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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http://www.yahoo.com/

http://www.google.com/

http://www.about.com/

http://www.wikipedia.com/

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8) Your Opinion on services of bank staff?


9 Your Opinion on account opening formalities provided by the bank?


10) Your Opinion on on facility level of ING compared to other banks?


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?


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?


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Documents

A Peer Reviewed International Journal - ICMRR - …icmrr.org/March_2013/IJMRR/MARCH 2013 IJMRR.pdf · · 2015-03-08INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW ... A STUDY