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A “Dissertation Report” ON CONSUMER PREFERENCE IN SELECTED BRANDS (WHIRLPOOL, VIDEOCON, LG) OF 200 Lts REFRIGERATORS ON THE BASIS OF PRICE, BRAND NAME, QUALITY & AFTER SALES SERVICES IN THE REGION OF YAMUNA NAGAR Submitted to Kurukshetra University, Kurukshetra in partial fulfilment for the degree of Master of Business Administration (Session 2005- 2007) Under the supervision of:- Submitted By:- Ms. Bharti Dua Diwas Menroy
Transcript

A

A Dissertation Report

ON CONSUMER PREFERENCE IN SELECTED BRANDS (WHIRLPOOL, VIDEOCON, LG) OF 200 Lts REFRIGERATORS ON THE BASIS OF PRICE, BRAND NAME, QUALITY & AFTER SALES SERVICES IN THE REGION OF YAMUNA NAGARSubmitted to

Kurukshetra University, Kurukshetra in partial fulfilment for the degree of Master of Business Administration (Session 2005-2007)Under the supervision of:- Submitted By:- Ms. Bharti Dua Diwas Menroy

Faculty MBA 1143/05 TIMT 02-MY-630

University roll no. MBA-final.

Tilak Raj Chadha Institute of Management & Technology, Yamuna Nagar (TIMT). Approved by AICTE and Affiliated to Kurukshetra University, ACKNOWLEDGEMENT

Preservation, inspiration and motivation have always played a key role in any venture. In the present world of cutthroat competition project is likely a bridge between theoretical and practical working, willingly I have prepared this project.I feel highly delighted with the way my dissertation report on the topic

Consumer Preferences in selected brands (Whirlpool, Videocon, LG) of 200 lts refrigerators on the basis of Price, Brand name, Quality & After Sales Services in the region of Yamuna nagar. has been completed.I express my utmost gratitude and indebt ness to God and to all who have contributed in some way or the other and been linked with the project from day one.

I express my sincere gratitude to Dr.R.K.Garg(Director) without whose guidance, keen interest and regular encouragement my project would not have been compiled.

From the core of my heart, I express my sincere thanks to Dr.Vikas Daryal (Assistant Professor,H.O.D) and Mrs. Bharti Dua Tilak Raj Chadha Institute Of Mgt. & Tech., Yamuna Nagar for encouragement and guidance.

I am extremely grateful to my parents, the respondents and all my friends for their unconditional support and ready assistance.

(Diwas Menroy)EXECUTIVE SUMMARYIn today scenario, every company wants to compete with others to remain in the market. So it is very necessary for the company to know what are the needs and wants of the customer, what is the preference of customer. It is very important for a company to know which product is preferred by the customer on which basis.

My study is all about this i.e. to study the preference of customer in selected brands of refrigerator on the basis of price, brand name, quality and after sales services and find out the steps that a company can adopt to fight the competition.

In the earlier part of the project I have discussed about the Consumer

& the preference of consumer. I have also discussed about the introduction of the refrigerator.This research is carried out using primary data. The method that i have used is questionnaire technique to get the data from the customer.

The sample size is of hundred customer of Yamuna Nagar those are using refrigerator.From this study, I have found that LG was having major market share in terms of Refrigerator as comparison to others. There were 46% of the people those were having LG Refrigerators.INDEX

Serial No. Contents

Page No.1. Certificate

2. Acknowledgement

3. Executive Summary

4. Index

5. Introduction

6. Objective of the study

7. Literature Review

8. Research Methodology

a. Sampling & Sample Design

b. Analytical Tools

c. Data Collection

d. Hypothesis Testing

e. Limitations of the study

9. Result & Discussions/Findings

10. Recommendation

11. Bibliography

12. Annexure

INTRODUCTIONINTRODUCTIONThe topic of research here is Consumer preference in selected brands (Whirlpool, Videocon, LG) of 200 lts Refrigerators on the basis of Price, Brand name, Quality & After sales Services in the region of Yamuna Nagar.So the project is to study the Preference of the consumers.Here the term consumer means the end user of the product who not only consumes the product but also gives the feedback to the company.

The traditional view point has been to define consumer strictly in terms of economic goods and services. This position holds the consumers are potential purchasers of product and services offered for sale

Consumer Behavior It may be defined as the decision process and the physical activities individuals engage in when evaluating, acquiring, using or disposing of goods and services.

The Consumer Behavior research goes far beyond the facts of consumer preferences and encompasses all of the behaviors that consumers display in searching for purchasing, using, evaluating and disposing of products and services that they expect would satisfy their need.One "official" definition of consumer behaviour is "The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society." Although it is not necessary to memorize this definition, it brings up some useful points:

Behaviour occurs either for the individual, or in the context of a group (e.g., friends influence what kinds of clothes a person wears) or an organization (people on the job make decisions as to which products the firm should use).

Consumer behaviour involves the use and disposal of products as well as the study of how they are purchased. Product use is often of great interest to the marketer, because this may influence how a product is best positioned or how we can encourage increased consumption. Since many environmental problems result from product disposal (e.g., motor oil being sent into sewage systems to save the recycling fee, or garbage piling up at landfills) this is also an area of interest.

Consumer behaviour involves services and ideas as well as tangible products.

The impact of consumer behaviour on society is also of relevance. For example, aggressive marketing of high fat foods, or aggressive marketing of easy credit, may have serious repercussions for the national health and economy.

Consumer Preference

It is a concept, used in the social sciences, particularly economics. It assumes a real or imagined "choice" between alternatives and the possibility of rank ordering of these alternatives, based on happiness, satisfaction, gratification, enjoyment, utility they provide. More generally, it can be seen as a source of motivation. In cognitive sciences, individual preferences enable choice of objectives/goals.

Introduction to Refrigerator

A refrigerator (often called a "fridge" for short) is a cooling appliance for the storage and preservation of perishable food; food kept in a refrigerator lasts longer than that left at room temperature as the cold inhibits bacterial growth. A refrigerator maintains a cold temperature above the freezing point of water. The refrigerator is a relatively modern invention amongst kitchen appliances. It replaced the common icebox which had been a household item for almost a century and a half prior, and is sometimes still called by the original name "icebox".

The word freezer is generally used to describe an appliance that keeps foods frozen. Freezers are common as household units for storing food but are also used in commercial settings. Most freezers operate around -18 C (0 F). Domestic freezers can be included as a compartment in a refrigerator or can be standalone units. Domestic freezers are generally upright units, resembling refrigerators, or chests, resembling upright units laid on their backs. Many modern freezers come with an icemaker.

Commercial fridge and freezer units, which go by many other names, were in use for almost 40 years prior to the common home models. The fact that they operated with toxic ammonia gas systems made them unsafe for home use. Practical household refrigerators were introduced in the 1920s and gained wider acceptance in the 1930s as prices fell and non-toxic, nonflammable synthetic refrigerants, such as Freon or R-12, were introduced.

The Videocon group emerges as a USD 2.5 Billion global conglomerate continuing to set trends in every sphere of its activities from a conference room sized assembly line in 1979.Today the group operates through 4 key sectors:

Consumer DurablesThomson CPTCRT GlassOil & Gas

Consumer Electronics, Home Appliances & Compressor manufacturing in IndiaVideocon enjoy a pre-eminent position in terms of sales and customer satisfaction in many of its consumer products like Colour Televisions, Washing Machines, Air Conditioners, Refrigerators, Microwave ovens and many other home appliances, selling them through a Multi-Brand strategy with the largest sales and service network in India. Refrigerator manufacturing is further supported by its in-house compressor manufacturing technology in Bangalore.

Display industry and its components With the Thomson acquisition Videocon has emerged as one of the largest Colour Picture tube manufacturers in the world operating in Mexico, Italy, Poland and China, continuing to lead through new innovative technologies like slim CPT, extra slim CPT and High Definition 16:9 format CPT.Colour Picture Tube Glass Videocon is one of the largest CPT Glass manufacturers in the world with a high level of experience and technical expertise operating through Poland and India. Videocon will leverage on this synergy after the Thomson acquisition to internally source glass for its CPT manufacturing increasing efficiencies and lowering costs.

Oil and Gas An important asset for the group is its Ravva oil field with one of the lowest operating costs in the world producing 50,000 barrels of oil per day. The group has ambitious plans for expansion in this sector globally. Whirlpool, right from its inception in 1911 as first commercial manufacturer of motorized washers to the current market position of being world's number one manufacturer and marketer of major home appliances, has always set industry milestones and benchmarks. The parent company is headquartered at Benton Harbor, Michigan, USA with a global presence in over 170 countries and manufacturing operation in 13 countries with 11 major brand names such as Whirlpool, KitchenAid, Roper, Estate, Bauknecht, Laden and Ignis. The company boasts of resources and capabilities beyond achievable feat of any other in the industry.

Whirlpool initiated its international expansion in 1958 by entering Brazil. However, it emerged as truly global leader in the1980's. This encouraging trend brought the company to India in the late 1980s. It forayed into the market under a joint venture with TVS group and established the first Whirlpool manufacturing facility in Pondicherry.

Soon Whirlpool acquired Kelvinator India Limited in 1995 and marked an entry into Indian refrigerator market as well. The same year also saw acquisition of major share in TVS joint venture and later in 1996, Kelvinator and TVS acquisitions were merged to create Indian home appliance leader of the future, Whirlpool India. This expanded the company's portfolio in the Indian subcontinent to washing machines, refrigerator, microwave ovens and air conditioners.

Today, Whirlpool is the most recognized brand in home appliances in India and holds a market share of over 25%. The company owns three state-of-the-art manufacturing facilities at Faridabad, Pondicherry and Pune. Each of these manufacturing set-ups features an infrastructure that is witness of Whirlpool's commitment to consumer interests and advanced technology. In the year ending in March '06, the annual turnover of the company for its Indian enterprise was Rs.1,375 Crores. According to IMRB surveys Whirlpool enjoys the status of the single largest refrigerator and second largest washing machine brand in India.

LG Electronics India Pvt. Ltd., a wholly owned subsidiary of LG Electronics, South Korea was established in January, 1997 after clearance from the Foreign Investment Promotion Board (FIPB).

The trend of beating industry norms started with the fastest ever-nationwide launch by LG in a period of 4 and 1/2 months with the commencement of operations in May 1997. LG set up a state-of-the art manufacturing facility at Greater Noida, near Delhi, in 1998, with an investment of Rs 500 Crores. This facility manufactured Colour Televisions, Washing Machines, Air-Conditioners and Microwave Ovens. During the year 2001, LG also commenced the home production for its eco-friendly Refrigerators and established its assembly line for its PC Monitors at its Greater Noida manufacturing unit. The beginning of 2003 saw the roll out of the first locally manufactured Direct Cool Refrigerator from the plant at Greater noida.

In 2004, LGEIL also up its second Greenfield manufacturing unit in Pune, Maharashtra that commences operations in October this year. Covering over 50 acres, the facility manufactures Color Televisions, Air Conditioners, Refrigerators, Washing Machines Microwave Ovens Color Monitors and GSM phones.

The Greater Noida manufacturing unit line has been designed with the latest technologies at par with international standards at Korea and is one of the most Eco-friendly units amongst all LG manufacturing plants in the world

MARKET SHARE

OBJECTIVE

OF THE

STUDYOBJECTIVE OF THE STUDY

Objective of the research enables the research to collect necessary relevant information.

Objectives are

To know about the marketing skills use while convincing the customers.

To examine Preference of consumer in Selected Brands (Whirlpool, Videocon , LG ) of 200 Lts. Refrigerators on the Basis of Price, Brand Name and Quality. To find out the market share of these three brands in the market

To find the extent of brand loyalty that exists among Refrigerator user. To study the brand awareness of Refrigerator among the residents of Yamuna Nagar.

To study the influence of various factors on the purchase of Refrigerators-

Price.

Quality.

Brand Awareness

To study the affect of after sales services on purchasing of refrigerators

LITERATURE REVIEW

LITERATURE REVIEW

Once the problem is formulated, the researcher undertakes an extensive literature survey connected with the problem.

The literature survey undertaken here includes the books and different web sites from the Internet.

The research project was to to examine Preference of consumer in Selected Brands (Whirlpool, Videocon, LG) of 200 Lts. Refrigerators on the Basis of Price, Brand Name ,Quality & after sales services. I have gone through www.videoconworld.com/consumer-durables/home-appliances/refrigerators, www.whirlpoolindia.com/product_details.aspx?dis=a&main_category_id=1&product_category_id=1 and www.lgezbuy.com/category.aspx?CatID=50&MaiCatID=0.I got the information about various models of refrigerator from these sites.

I have studied Research methodology, methods and techniques by Kothari C.R, new age international ltd. Publishers ,Second edition, Ch 3 page no 39-67,methods of data collection Ch 6 Page no 117-150,Analysis of data Page no 151-186. I have also studied Statistical method by Gupta S.P, sultan chand and sons, educational publishers, New Delhi, page no 377 to study the correlation.

RESEARCH METHODOLGY

RESEARCH METHODOLOGY

Research:

Research in common parlance refers to a search for knowledge. Research can also be defined as a scientific and systematic search for pertinent information on a specific topic. In fact, research is an art of scientific investigation. The Advanced Learner's Dictionary of current English lays down the meaning of research as a careful investigation or inquiry especially through search for new facts in any branch of knowledge". Marketing Research is the systematic design, collection, analysis and reporting of data and findings relevant to a specific marketing situation or problem.Research methodology:Research methodology may be understood as the science of study how research is done significantly and scientifically. The objective of this section is to describe the research procedure and methods that have been adopted for the achievement of the project objectives. The Research methodology adopted for the study, which is intended to examine the Consumer Preference in Selected Brands ( Whirlpool, Videocon , LG ) of 200 Lts Refrigerators on the Basis of Price, Brand Name, Quality & after sales services in the Region of Yamuna Nagar ..DATA COLLECTIONData collection includes the type of data & the source of data that we used while doing a project.

The data is collected from both primary and secondary sources.

PRIMARY DATA

Primary data is the data which is new .we use the primary source to collect the primary data. Primary source include personal meeting/ interviewing method . As a primary Source of data I have filled the questionnaires from different customer who were using different brands of refrigerators of 200 lts ( Whirlpool, Videocon , LG ).

QUESTIONNAIRE

An questionnaire is prepared to examine the Preference in Selected Brands ( Whirlpool, Videocon , LG) of 200 Lts Refrigerators. The language of questionnaire should be so simple & easy so that every one can answer easily. These questions has helped me to study the Preference of consumerSECONDARY DATA

The data which is already in existence is known as secondary data. Secondary sources include websites, brochures of the respective companies, various papers, and magazines published from time to time. Historical documents and other sources of published information.SAMPLING DESIGN

It includes size of sample & the technique that we used for selecting the different items from the sample. A sampling design is a definite plan for obtaining a sample from a given population. It refers to the technique that the researcher adopts in selecting items for the sample.It should be ensured in the sampling process itself that the sample selected is representative of the population.

Sample sizeBy sample size we mean that the number of people to be selected from the population to make a sample. A sample size should be sufficient enough that can serve our purpose.

It should have Efficiency, Flexibility, and Reliability. My sample size is of 100 people of Yamuna Nagar those are using the refrigerator. Sample unitSample unit is individual customer of Yamuna Nagar whose Preference has to be examined.

Sample techniqueThis is the type of technique that one uses to select the items for the sample. The sampling method that I have used is JUDGEMENT SAMPLING. Which is a type of Non Probabilistic sampling.ANALYTICAL TOOL

The tool that I have applied on my research report is Multidimensional scaling & Correlation analysis. Correlation AnalysisCorrelation analysis refers to the techniques used in measuring the relationship between the variables.According to Simpson and Kafka correlation analysis deals with the association between two or more variables.

It helps in determining the degree of relationship between two or more variables but it does not tell us anything about cause and effect relationship.

Types:Correlation is classified in several different ways. Three of the most important ways are

Positive or negative

Simple partial or multiple

Linear or non-linear

There are two types of variables

Static-Consumer preferenceDynamic- Brand Name ,Price, Quality, After sales Services.

I have shown the correlation between these two types of variables.

Group Correlation dy dxLGWhirlpoolVideoconffdyfdy2fdydx

-101

Brand image-2158225-5010026

Quality-1119424-24247

Price 01815740 0 0 0

After sales service 12631111111

f463816100-6313534

fdx-46016-30

fdx24601662

fdxdy390-534

Correlationr =

f fdydx - (fdx) ( fdy)

f fdx2 - (fdx)2 f fdy2 - (fdy)2 100 34 - (-30) (-63)

100 62 (-30)2

100 135 - (-63)2

3400-1890

=

6200-90013500-3939

=

1510

5300

9561

1510

=

72.8 97.78

1510

=

7118.4

r =

0.2121HYPOTHESIS TESTINGThe chi-square test is one of the most simplest and widely used non-parametric test in statistical work. The symbol is Greek letter chi. It was first used by Karl Pearsons in the year 1990. the quantity chi-square describes the magnitude of the discrepancy between theory and observation

Chi-square= (O-E)2

E

Where O=observed frequency

And E=expected frequency

Degree of freedom:While comparing the calculated value of chi square with the table value, we have to determine the degree of freedom. By degree of freedom we mean the number of classes to which the values can be assigned arbitrary or will without violating the restriction or limitations placed.

H0 = let us take the hypothesis that brand image, Price, quality, after sale service and looks do not influence the customer in their buying decision.

H1= let us take the hypothesis that brand image, Price, quality, after sale service and looks influence the customer in their buying decision

Observed frequency table:

FactorsBrand ImageQualityPriceAfter sales servicesLooksTotal

Influence on buying decision252440110100

Perception of customers while buying refrigerator172735615100

Total4251751715200

42100

E11=

=21

200

51100

E12=

= 25.5

200

75100

E13=

=37.5

200

17100

E14=

=8.5

200

15100

E15=

=7.5

200

42100

E21=

=21

200

51100

E22=

= 25.5

200

75100

E23=

=37.5

200

17100

E24=

=8.5

200

15100

E25=

=7.5

200

Expected Frequency table:

FactorsBrand ImageQualityPriceAfter sales servicesLooksTotal

Influence on buying decision2125.537.58.57.5100

Perception of customers while buying refrigerator2125.537.58.57.5100

Total4251751715200

Observed frequency(O)Expected Frequency(E)O-E(O-E)2(O-E)2/E

2521416.761

1721-416.761

2425.5-1.52.25.088

2725.51.52.25.088

4037.52.56.25.166

3537.5-2.56.25.166

118.52.56.25.73

68.5-2.56.25.73

07.5-7.556.257.5

157.57.556.257.5

Total18.502

2 ={(O-E) 2}

= 18.502

E

Degrees of freedom = V = (r-1) (C-1)

= (2-1) (5-1)

= (1) (4)

= 4

At degrees of freedom V = 4, 2.05 = 9.49

Since the tabulated value of 2.05 = 9.49 is less than the calculated value of 2 so, we reject the null hypotheses (H0).

Hence it is proved that brand image, Price, quality, after sale service and looks influence the customer in their buying decisionLIMITATIONS OF THE STUDY

Although sincere efforts have been made to collect the maximum information from the respondents, but even then the report is subject to following limitations. Company officials didnt take interest in providing information about the products. Companies were not ready to give address of their respective customers to conduct a survey. Some of the respondents thought me as the representative of the company & hence instead of answering to my queries they put their questions to me. Some people were not at all cooperative.

Lack of time and other resources as it was not possible to conduct survey at large levelRESULTS

AND

FINDINGS

RESULTS AND DISCUSSIONS/FINDINGS

Which Brand of Refrigerator do you have?

No. of RespondentsLGWhirlpoolVideocon

100463816

INTERPRETATION: from my survey, I have found that LG was having major market share in terms of Refrigerator as comparison to others. There were 46% of the people those were having LG Refrigerators. How did you come to know about your brand /model of Refrigerator?

No. of RespondentsNews papersMagazinesThrough friendsothers

10038162719

INTERPRETATION: from my survey, I have found that News papers played a major role in making aware to the customers about the refrigerator. The next major role is played by the Friends. However, only 16% of customers said that they came to know about the product through magazines.

Which factor influence you more In your Buying Decision?No. of RespondentsBrand image PriceQualityAfter Sales Services

10025402411

INTERPRETATION: the factors that were responsible for choosing a particular product was found to be price, Brand name & quality.

There were 40% of the people those said that price has influenced them more while buying. Who influenced you more in your buying decision?No. of RespondentsSelf Friends/relativesFamily membersothers

10015263821

INTERPRETATION: from my survey, it is very much clear that there is a major role of family in the buying decision of the people. The next major role is played by the Friends. Awareness about Refrigerator Brand available in the marketNo. of RespondentsFully awareLess awareUnaware

100312841

INTERPRETATION: from my survey, it is very much clear that there were majority of the people those were not aware of the different refrigerator brands available in the market. There were 40% of the people those were not aware. What did you perceive first while buying a Refrigerator-

No. of RespondentsBrand Image PriceQualityAfter sales serviceStyle/looks

10021352879

INTERPRETATION: the factors that were responsible for choosing a particular Brand Of refrigerator was found to be price, Brand name & quality.

There were 36% of the people those said that price has influenced them more while buying a refrigerator Are you satisfied with its overall performance?

No. of RespondentsFully SatisfiedSatisfiedUndecidedLess satisfiedpoor

100124326136

INTERPRETATION: on asking that whether the customers were satisfied with the overall performance of the refrigerator, only about 13% reported that they were Less satisfied whereas about 43% said they are satisfied with the performance of the refrigerator.

According to you which company gives the most beneficial schemes to the Customers?

No. of RespondentsLGWhirlpoolVideoconother

10038311417

INTERPRETATION: on asking that which company provides the most beneficial schemes to the customer , only about 17% of the people were in the favor of other companies . 38% of the people were in the favor of LG. If any of other brands of Refrigerator offers you any attractive scheme, will you go for that brand?

No. of Respondents Yes No

1003763

INTERPRETATION: it is clearly seen that if a company offers more attractive schemes then only 37% will go for that brand & 63% of the people will not go for tat brand.SUGGESTIONSSUGGESTIONSOn the basis of the survey conducted by me, following suggestions are to be considered:

The companies should work on promotional efforts to increase the awareness of the consumers. The Company should send their representatives to contact personally to the customers to avoid any communication problems. The Company should give more Attention to all the segments. The companies should come up with some attractive schemes to attract more & more customers. Proper advertisement should be given in order to remind the customers about their schemes and other benefits. People generally consider price While purchasing a refrigerator to company should emphasize on competitive prices.

BIBLIOGRAPHY

BIBLIOGRAPHY Research methodology, methods and techniques by Kothari C.R, new age international ltd. Publishers, Second edition.

Statistical method by Gupta S.P, sultan chand and sons, educational publishers, New Delhi.

Marketing research by Sharma D.D, sultan chand and sons, educational publishers, New Delhi.

Marketing management by Chabra T.N and Grover S.K,Dhanpat rai and company(pvt.)ltd. Educational and technical publishers, edition 2005.

Consumer Behavior by David L. Loudon, Albert J. Della Bitta,Tata McGraw hills Publishing Company Ltd, 4th Edition.

Consumer Behavior in Indian Perspectives (First Edition: 2001) by Suja R. Nair, Himalaya Publishing House, Mumbai-400004. Chapter 1, Page 3-6. http://en.wikipedia.org/wiki/Preference(15 Feb 2007) http://en.wikipedia.org/wiki/Refrigerator(21 Feb 2007) http://www.consumerpsychologist.com/(21 Feb 2007) www.videoconworld.com/consumer-durables/home-appliances/refrigerators(1 Mar 2007) www.whirlpoolindia.com/product_details.aspx?dis=a&main_category_id=1&product_category_id=1(4 Mar 2007) www.lgezbuy.com/category.aspx?CatID=50&MaiCatID=0(4 Mar 2007)ANNEXURE

QUESTIONNAIRE

Consumer Preferences in selected brands (Whirlpool, Videocon, LG) of 200 lts refrigerators on the basis of Price, Brand name ,Quality & After sales ServicesName: - Gender:-

Place: -

Age:-

Occupation: -

Income:-1. Do you have Refrigerator?

Yes

No

2. Which Brand of Refrigerator do you have?

LG

Videocon Whirlpool

3. What is the price of your Refrigerator?

..

4. How long do you own this Refrigerator?

Less than six month

Six month

One year

Two year

More than 2 years

5. How did you come to know about your brand /model of Refrigerator?

Newspaper

Magazines

Through Friends Others

6. Which factor influence you more in your buying decision

Brand image

Price

Quality After Sales Services7. Who influenced you more in your buying decision?

Self

Friends/Relatives

Family member

Others

8. Awareness about Refrigerator Brand available in the market-

Fully aware

Less aware

Unaware

9. What did you perceive first while buying a Refrigerator-

Brand Image Price Quality After Sales Services

Style/Looks

10. Are you satisfied with its overall performance?

Fully satisfied

Satisfied

Undecided Less satisfied

Poor

11. According to you which company gives the most beneficial schemes to the Customers?

LG Whirlpool

Videocon Other

12. What are your views about brand image of following brands of Refrigerator?

Very good

Good

Average

Bad

Worst

Whirlpool

Videocon

LG

13. What are your views about Price of following brands of Refrigerator?

Very High

High

Average

Low

Very Low

Whirlpool

Videocon

LG

14. What are your views about Quality of following brands of Refrigerator?

Very good

Good

Average

Bad

Worst

Whirlpool

Videocon

LG

15. If any of other brands of Refrigerator offers you any attractive scheme, will you go for that brand?

Yes

No

16. Suggestion/problems, if any

..

..

..

Brand ImageQualityPriceafter sales serviceslooks

Influence252440110

Perception172735615

Tests on Contingency Tables (Chi-square...) XLSTAT 7.1 - Tests on Contingency Tables (Chi-square...) - 3/14/2007 at 11:43:58 AM

Data: workbook = Book1 / sheet = Sheet1 / range = $B$2:$F$3 / 2 rows and 5 columns

Independence tests between the rows and columns in the contingency table:

Chi-square test:

Chi-square (observed value)18.504

Chi-square (critical value)9.488

DF4

One-tailed p-value0.001

Alpha0.05

Decision:

At the level of significance Alpha=0.050 the decision is to reject the null hypothesis of independence between the

rows and the columns.

In other words, the dependence between the rows and the columns is significant.

Chi-square likelihood ratio test (Wilks' G):

Wilks' G (observed value)24.330

Wilks' G (critical value)9.488

DF4

One-tailed p-value< 0.0001

Alpha0.05

Decision:

At the level of significance Alpha=0.050 the decision is to reject the null hypothesis of independence between the rows

and the columns.

In other words, the dependence between the rows and the columns is significant.

Table of the statistics testing the independence rows/columns:

ValueDFp-value

Chi-square18.50440.001

Wilks' G24.3304< 0.0001

Table of the coefficients:

CoefficientValue

Pearson's Phi0.304

Cramer's V0.304

Tschuprow's T0.215

Contingency coefficient0.291

Theil's U (R|C)

Theil's U (C|R)

Averaged Theil's U

Goodman and Kruskal tau (R|C)0.093

Goodman and Kruskal tau (C|R)0.012

Averaged Goodman and Kruskal tau0.052

Multidimensional Scaling (MDS)Factors/GroupGroup 1Group 2Group 3Group 4Group 5

Brand name108222

Quality98421

Price1310524

After sales services24212

others12112

XLSTAT 7.1 - Multidimensional Scaling (MDS) - 3/14/2007 at 1:47:37 PM

Similarity matrix (converted to a dissimilarity matrix): workbook = Book1 / sheet =

Sheet1 / range = $C$3:$F$6 / 4 rows and 4 columns

Uniform weighting (default)

No missing values

Metric Multidimensional Scaling

Multidimensional Scaling model: absolute

Stress used for the results: Kruskal's stress-1

Dimension of the representation space: 2

Repetitions: 10

Seed of the pseudo-random numbers generator: 1094498164

Iterations: 50

Convergence: 0.0001

Space with 2 Dimensions:

Model: Dij= Pij

Observation coordinates:

ObservationDim1Dim2

8-2.065-1.934

2-2.784-2.199

24.578-1.867

20.2716.000

Distances measured in the representation space:

8222

800.7666.6448.271

20.76607.3708.750

26.6447.37008.969

28.2718.7508.9690

Ideal distances calculated using the model (disparities):

8222

800.0006.0008.000

20.00008.0009.000

26.0008.00009.000

28.0009.0009.0000

In the case of the absolute model, the disparities are equal than the dissimilarities

Residual distances:

8222

800.7660.6440.271

20.7660-0.630-0.250

20.644-0.6300-0.031

20.271-0.250-0.0310

Comparative table:

PairDissimilarityDisparityDistanceDissimilarity rankDisparity rankDistance rank

392960.0000.0000.766111

392966.0006.0006.644222

391158.0008.0007.370333

392968.0008.0008.271334

391159.0009.0008.969446

391159.0009.0008.750445

In the case of the absolute model, the disparities are equal than the dissimilarities

Summary of repetitions:

RepetitionIterationsInitial stressFin. stress

1180.3680.069

2150.3860.069

3272.4260.069

4130.4480.069

5160.5280.069

6220.4700.069

7160.5220.069

8140.4800.069

9151.1240.069

1090.9610.069

In bold, repetition corresponding to the best solution that XLSTAT found

INCLUDEPICTURE "http://www.timt.ac.in/images/main_logo.gif" \* MERGEFORMATINET


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