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
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