International Journal of Multidisciplinary Research and Modern Education (IJMRME)

ISSN (Online): 2454 - 6119

(www.rdmodernresearch.org) Volume II, Issue I, 2016
A STUDY ON CONSUMER BEHAVIOUR OF
WOMEN IN DURABLE GOODS -With Special
Reference to Pollachi Taluk
Dr. S. Saravanakumar* & M. Nithyadevi**
* Associate Professor & Head, Department of Management
Studies, Kamban College of Arts and Science, Sulthanpet, Sulur, Coimbatore, Tamilnadu
** Assistant Professor, Department of Commerce, Kamban College of Arts and Science,
Sulthanpet, Sulur, Coimbatore, Tamilnadu
1. Introduction:
In India there are various resources and people are more prone to use variety of
products for their consumption. The process of consumption in the post liberalized era
has started dominating the consumer community particularly in the women section.
There are numerous products are available in the market for the consumption and this
situation has created for consumers. The multiple products with similar utility have
created a competitive situation in the market. People at one side are unable to decide
what to buy and on the other side they remain faithful to some products in particular.
Thus, consumer behavior is one of the significant areas to be studied. The globalization
and liberalization operation of businesses have given an opportunity to the customers/
consumers to select one out of various similar products available in the market. The
global trend in the market have affected the consumer's behavior to a great extent,
whether it is a case of seller operating in international, regional, local level or a case of
consumers involved in purchasing consumable/ industrial products. Due to
globalization of business and liberalized policies of the government the auto industry
has witnessed a major selling prospect. Many multinational companies have entered to
fray, turning the market place into a virtual battlefield.
2. Statement of the Problem:
The marketers have to play a key role in attracting the potential buyers in favor
of their products. The buying decision varies as per the information available with the
women consumer before buying a particular product. Information available through
Internet with the help of cable TV has created a new dimension in making decision
before the buying any product. Thus, the decision of buyers depends a lot on the
information available with the buyers. All the purchases made by a family follow a
certain decision making process.
3. Objectives of the Study:
The following objectives have been framed to find answer for the above
questions raised by the researcher:
1. To study the socio-economic profile of the selected women consumers.
2. To examine the problem faced by the women while purchasing.
4. Methodology:
a. Data and Sampling:
The data utilized for the study is primary in nature. Primary data have
been collected from the sample of 50 consumers in pollachi taluk. Convenient sampling
is adopted in this study. Simple percentage which is applied to find the behavior of
women consumer.
5. Review of Literature:
Gaurar Jaiswal, Dr. PraveenSathu, Manita Matharu, (2010) made an attempt
in their study “Consumer Preferences towards Service Industry: A Factorial Study of
Restaurants”, they suggest that payment options and behaviour of staff has emerged as

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 International Journal of Multidisciplinary Research and Modern Education (IJMRME)
ISSN (Online): 2454 - 6119
(www.rdmodernresearch.org) Volume II, Issue I, 2016
the most important determinants of factor affecting selection of restaurant. They also
suggest that, the restaurant management must focus on its ambience and food
packaging. The behaviour of the staff should be polite so us to gain loyalty of consumer.
Rohit S. Kunder and M. Devaraj,(2010) made an attempt to study the
“Changing Patterns of Food Consumption in Karnataka”. This analysis points out that
the consumption basket of the rural and urban households is getting diversified. With
urbanization the non-cereal / animal product food is emerging as an important source
of nutrition. The food gap between urban and rural masses are widening much and
within themselves as well. Agricultural policies needs framed in a pragmatic manner to
have impact on the structure of production, processing, marketing system to ensure
intersect oral food security of the state.
Lilly J., (2010) made an attempt to study, “Customer Perception and Preference
towards Branded Products with special Reference to Television sets”. This study
suggested that pricing, promotion deals and product availability, all have tremendous
impact on the position of the brand in the consumer's preference set. This study
concludes that the demographic valuable such as age, gender, educational qualifications
are quite popular with the rural folks.
6 Profiles of Online Consumers:
In Pollachi taluk there are 50 women consumers were taken for this study by
adopting convenient sampling method. The demographic factors of women consumers
include variables such as age, gender, marital status, educational qualification,
occupation, type of family, number of members and monthly income. It is presented in
table 1.1.
TABLE 1.1
Personal Profile
Particulars Numbers Percentage
Age
Up to 20 years 25 50.00
20-30 years 10 20.00
Above 30 years 15 30.00
Gender
Female 50 100.00
Marital Status
Married 20 40.00
Unmarried 30 60.00
Educational Qualification
Up to School level 10 20.00
Under graduate 30 60.00
Diploma 10 20.00
Occupation
Student 15 30.00
Employer 20 40.00
Business 15 30.00
Type of Family
Joint family 40 80.00
Nuclear family 10 20.00
Number of Members
Up to 3 members 10 20.00

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 International Journal of Multidisciplinary Research and Modern Education (IJMRME)
ISSN (Online): 2454 - 6119
(www.rdmodernresearch.org) Volume II, Issue I, 2016
3-6 members 25 50.00
6 and above 15 30.00
Monthly Income (Rs.)
Up to Rs.15000 10 20.00
Rs.15001 - Rs. 20000 25 50.00
Above Rs. 20000 15 30.00
Problems While Purchase
Non-availability of the
5 10.00
expected products
After sales service 14 28.00
Lower quality of the
15 30.00
products
More time consumption 5 10.00
Defective products 6 12.00
Guarantee given by sellers 5 10.00
Table 5.2 clearly explain that majority of the respondents (50.00%) are
belonging to the age group up to 20 years, All the consumers (100.00 %) are female,
majority of the consumers (60.00%) are unmarried, most of the consumers (60.00%)
are under graduates. Majority of the women consumers (40.00%) are employed in both
public and private sector, majority of the consumers (80.00%) are in joint family, most
of the consumers (50.00%) family having 3-6 members and majority of the consumers
(50.00%) monthly income between Rs.15001 – Rs.20000. Most of the women
consumers (30.00%) are given problem while purchase only lower quality products.
7. Findings, Suggestions and Conclusion:
The various findings of the study are given in the following:
 Majority of the respondents (50.00%) are belonging to the age group up to 20
years,
 All the consumers (100.00 %) are female,
 Majority of the consumers (60.00%) are single,
 Most of the consumers (60.00%) are under graduates.
 Majority of the consumers (40.00%) are employed in both public and private
sector.
 Majority of the consumers (80.00%) are in joint family.
 Most of the consumers (50.00%) family having 3-6 members and
 Majority of the consumers (50.00%) monthly income between Rs.15001 –
Rs.20000.
 Most of the women consumers (30.00%) are given problem while purchase only
lower quality products.
8. Suggestions of the Study:
Based on the findings of the study and the opinion expressed by the women
consumers the following suggestions are given:
 Since the product is widely available, the sellers must improve the quality of the
products.
 Marketers should focus their efforts to increase the level of consumer
satisfaction through initiating modifications in product related issues like price,
design and brand image.
 Most of the women consumers buy for credit facilities arranged by the same
dealers either in banking or private finance companies.

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 International Journal of Multidisciplinary Research and Modern Education (IJMRME)
ISSN (Online): 2454 - 6119
(www.rdmodernresearch.org) Volume II, Issue I, 2016
 The availability of credit facilities make the buyers to buy costly products and
make them to pay in installments conveniently.
9. Conclusion:
This study concludes that the competitive market provides opportunity on one
hand and threats on the other hand to both the consumer segment of women and
products of the product. It is quite important to improve core product with value
addition to enrich customer satisfaction more in the similar price range. Not only
quality improvements but improvement in after sales service can develop and replace
demand for consumer durables as well as for replacement of the products. The dealers /
producers and the retailers must understand the importance of the consumers and their
change attitude in the process of marketing. Only then the companies can withstand and
survive in the sale of consumer durables.
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