intercontinental journal of marketing research review

ISSN 2321-0346

Volume 1, Issue 1 (March, 2013)

INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW

A Peer Reviewed International Journal

IJMRR

SR. NO.

P A R T I C U L A RS “THE IMPACT OF NOKIA BRAND EXTENSION ON BRAND PERSONALITY” - AN EXPERIMENTAL STUDY

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INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW

M.MOHAMED RIAZ P.KANNAN A STUDY ON BUYING BEHAVIOUR OF RURAL CONSUMERS ABOUT BROWN GOODS WITH REFERENCE TO DVD PLAYER IN NAMAKKAL DISTRICT Dr. R. VIJAYAKUMAR INFLUENCE OF ADVERTISEMENT ON HEALTH DRINK PURCHASE AMONG CHILDREN WITH SPECIAL REFERENCE TO ERODE DISTRICT

Dr.A.MAHADEVAN

7-20

21-25

G.K.KAVITHA R.SHIVASANGARI

A STUDY ON CUSTOMER PERCEPTION TOWARDS BAJAJ BIKES AT SPECIAL REFERENCE WITH AADHITYA MOTORS 4.

26-55

S.ANANDKUMAR 5.

A STUDY ON CUSTOMER SATISFACTION IN SHRI KANNAN DEPARTMENTAL STORE, ERODE

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MUTHUMANIKANDAN.P 6.

TO STUDY ABOUT THE CONSUMER AWARENESS OF NUTRIENT WATER WITH SPECIAL REFERENCE TO TATA WATER PLUS

80-97

S.KALAIARASAN 7.

A STUDY ON CUSTOMER OPINION TOWARDS PRODUCTS AND SERVICES OF ING VYSYA WITH SPECIAL REFERENCE TO COIMBATORE.

P.RAVI KUMAR

98-115

ISSN 2321-0346

Volume 1, Issue 1 (March, 2013)

INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW

A Peer Reviewed International Journal

IJMRR

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

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M.MOHAMED RIAZ 1 P.KANNAN 2 1

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INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW

Research Scholar, Assistant Professor Department of Management Studies, Annai Mathammal Sheela Engineering College, Namakkal

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ABSTRACT

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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.

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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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Volume 1, Issue 1 (March, 2013)

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.

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2.2 Dimensions of Brand Personality

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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:

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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

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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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INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW 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.

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.

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

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4. RESEARCH METHOD AND EXPERIMENTAL DESIGN

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2.5 Brand familiarity

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).

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

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

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

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(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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INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW 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.

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.

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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.

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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.

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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.

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

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Hypothesis Framed

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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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INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW 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.

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:

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

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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.

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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.

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Impact of Nokia Brand Extension on Brand Personality:

With Model 1, the equation with “Sincerity” as the dependent variable returned a significant result (R 2 = 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 (R 2 = 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.

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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 (β 1 = 0.271, ρ = 0.006) and the “Sophistication” as the dependent variable returned a significant result (R 2 = 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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INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW 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.

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7. REFERENCES 

Aaker, D.A. (1996), Building Strong Brands, Free Press, New York, NY, pp. 136-74.

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Aaker, D.A. (1997), “Dimensions of brand personality”, Journal of Marketing Research, Vol.34, pp. 34756.

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Alba, J.W. and Hutchinson, J.W. (1987), “Dimensions of consumer expertise”, journal of Consumer Research, Vol. 13 no.3, pp. 55-9.

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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.

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Campbell, D. and Stanley, J. (1963), Experimental Designs and Quasi-Experimental Designs for Research, Rand McNally, Chicago, IL.

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Christensen, l.B. (1988), Experimental Methodology, 4 th ed., Allyn & Bacon, Boston, MA.

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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.

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Kardes, F.R. and Allen, C.T. (1991), “Perceived variability and inferences about brand extensions”, Advances in Consumer Research, Vol.18, pp. 392-8.

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Keller, K.L., (1993), “Conceptualizing, measuring and managing customer-based brand equity”, Journal of Marketing, Vol. 57, pp. 1-22.

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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.

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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. 18593.

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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.

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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

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IJMRR

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HOD, Department of Management Studies Vidyaa Vikas College of Engineering & Technology Tiruchengode – 637 214.

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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 5 th 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.

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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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INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW 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.

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

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Indian Market Dynamics

Market Share (in %)

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Philips

900,000

LG

800,000

0nida

500,000

11.0

Samsung

300,000

7.0

250,000

5.5

225,000

5.0

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 Source: TV Veopar Journal, April 2011

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Modern Retail P Videocon

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Sales (in Units)

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20.0 18.0

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

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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 5 th 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

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Diagram 1 - Sales [in units] and Market Share

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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.

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McKinsey & Company, “The bird of Gold: The Rise of Indian Consumer Market” McKinsey Global Institute, May 2007.

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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.

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RESEARCH METHODOLOGY

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STATEMENT OF THE PROBLEM

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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.

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LIMITATIONS OF THE STUDY 1. 2. 3. 4.

In Tamilnadu, the researcher has selected only one district for his research. Researcher has selected only one brown goods for his research. Families living below the poverty line were not included in this study. Respondent bias i.e., respondents has taken much time to fill the interview schedule.

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INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW REVIEW OF LITERATURE

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.

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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.

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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.

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Hui Sam K et al., (2008)65 examined in their article that the individual-level behavioural model captures the

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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

w

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

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

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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.

4

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. 5

Moon B Shin, “Man of Electronics” Award at CEAMA‟s 31st 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 No. of S.No. Age Percentage Respondents 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 No. Of S.No. Occupation Percentage Respondents 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 Source: Primary Data 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.

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w

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Table 4 – Income of the Respondents No. Of S.No. Family Income Percentage Respondents 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 Source: Primary Data 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 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. Value S.No. Gender Total More Less 106 116 222 1 Male (65.80%) (67.10%) (66.50%) 55 57 112 2 Female (34.20%) (32.90%) (33.50%) Total 161 173 334

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Table 5 - User and Non – User of DVD Player No. Of S.No. Particulars Percentage respondents 1 User 334 89.07 2 Non – user 41 10.93 Total 375 100.00 Source: Primary Data 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.

Chi-square value

d.f

0.005

1

m c

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Statistical inference

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

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S.No.

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Number of Brands Considered

No. Of Respondents

Percentage

1 2 3 4 5

Only One 131 39.20 Two 104 31.10 Three 85 25.40 More than Three 14 04.20 Nil 0 00.00 334 100.00 Total Source: Primary Data 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 No. of S.No. Brand Name Percentage Respondents 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 Source: Primary Data Diagram 2 - Brand Name of the DVD Player

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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

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S.No. 1 2 3 4 5 6

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Number of years using the goods

Less than 2 Years 2 – 4 Years 4 – 6 Years 6 – 8 Years 8 – 10 Years 10 Years & Above Total Source: Primary Data

No. of Respondents

Percentage

80 145 61 32 16 16 334

24.00 43.40 18.30 09.60 04.80 04.80 100.00

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 Time of No. Of S.No. Percentage Purchase Respondents 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 Source: Primary Data 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.

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Frequency Distribution of the Respondents Based on the Mode of Purchase of the DVD Player Table 11 - Mode of Purchase No. of S.No. Mode of Purchase Percentage Respondents 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 Source: Primary Data 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

m c

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w

w

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KMO and Bartlett's test Kaiser-Meyer-Olkin measure of sampling adequacy Bartlett's test of sphericity

0.769

Approx. Chi-square

3347

Df

78

Sig.

0.001

Total Variance Explained by Initial Eigen Values Initial eigen values Component Percentage of Cumulative Total variance 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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INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW Varimax Rotated Factor Loading Matrix Factor loadings

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Sources Friends Neighbour Parents Spouse Colleagues Advertisements Shop display Technical Experts Consumer report Experience through trial Representative/ Shop owner Existing user Self Eigen values Percentage of variance explained percentage of cumulative variance explained

F1

F2

F3

F4

0.820 0.531 0.659 0.836 0.773 0.849 0.855 0.714 0.858 0.739 0.663

Communalities (h2) 0.848 0.735 0.741 0.710 0.790 0.750 0.876 0.527 0.808 0.716 0.780

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0.595 3.012

2.987

2.555

23.173

22.975

19.652

23.173

46.148

65.800

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0.612 1.362

0.896 0.740

10.479 76.279

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

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

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

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

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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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INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW 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 Self

1.74

Spouse

2

5

4.37

Siblings

5

2

2.13

Parents

4

4

4.28

Children

3

3

2.49

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Chi-square Df

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1

Assigned Rank 1

Rank

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Kendall‟s Value W

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Friedman Value P

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814.081 4

0.609

0.01p