A

Dissertation Report
ON
CONSUMER PREFERENCE IN SELECTED BRANDS
(WHIRLPOOL, VIDEOCON, LG) OF 1 TAN,1.5 TAN AIR
CONDITIONER ON THE BASIS OF PRICE, BRAND NAME,
QUALITY & AFTER SALES SERVICES IN THE REGION OF
KARNAL

Submitted to

Kurukshetra University,
Kurukshetra in partial fulfilment for
the degree of Master of Business
Administration (Session 2008-2009)

Under the supervision of:-

Mr. Manish
PARDEEP YADAV
Faculty MBA
PIET
NO. 736

Submitted By:-

ROLL
MBA-final.

Panipat institute of engineering &

technology(piet) 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 1 tan,1.5 tan air conditionder on the basis of Price, Brand
name, Quality & After Sales Services in the region of karnal. 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.
From the core of my heart, I express my sincere thanks to
Mrs puja walia mann (Assistant Professor,H.O.D) and Mr. Manish
panipat institute of engineering & technology for encouragement and
guidance.
I am extremely grateful to my parents, the respondents and all my
friends for their unconditional support and ready assistance.

(PARDEEP YADAV)

EXECUTIVE SUMMARY
In 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 air conditioner 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 air conditioner.
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 karnal those are using air
conditioner.

From this study, I have found that LG was having major market share
in terms of air conditioner as comparison to others. There were 46% of
the people those were having karnal air conditioner.

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

INTRODUCTION

INTRODUCTION
The topic of research here is Consumer preference in selected
brands (Whirlpool, Videocon, LG) of 1tan,1.5 tan Air conditioner
on the basis of Price, Brand name, Quality & After sales Services
in the region of KARNAL.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 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 Air conditioner

A air conditioner (often called a "A.C" for short) is a cooling appliance
for the home or office. A air conditioner maintains a cold temperature
above the freezing point of water.
The word freezer is generally used to describe an appliance that
keeps home frozen. Freezers are common as household units for
cooling home & office 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 air conditioner or can be standalone
units. Domestic freezers are generally upright units, resembling air
conditioner, or chests, resembling upright units laid on their backs.
Many modern air conditioner come.
Commercial air condition which go by many other names, were in use
for almost 15 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 air conditioner were introduced in the
1920s and gained wider acceptance in the 1930s as prices fell and
non-toxic, nonflammable synthetic air conditioner.

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 Durables

Thomson CPT

CRT Glass

Oil & Gas

Consumer Electronics, Home Appliances & Compressor

manufacturing in India
videocon enjoy re-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.

Air conditioner s further supported by its in-house compressor

manufacturing technology in Bangalore.

Display industry and its components

With the Thomson acquisition L.G 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
L.G one of the largest CPT Glass manufacturers in the world with a
high level of experience and technical expertise operating through
Poland and India. L.G 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, 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 air conditioner 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 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 evernationwide 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

assembly

its

line for

its

PC Monitors

at

established
Greater

its

Noida

manufacturing unit. The beginning of 2003 saw the roll out of the
first

locally manufactured air conditioner 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
STUDY

OBJECTIVE 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 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 air conditioner among the
residents of karnal.
To study the influence of various factors on the purchase of air
conditioner Price.
Quality.
Brand Awareness

To study the affect of after sales services on

purchasing of air conditioners.

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.videocon.com/consumerdurables/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 air conditioner 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 1 tan,1.5tan air conditioner on
the Basis of Price, Brand Name, Quality & after sales services in the
Region of KARNAL.

DATA COLLECTION

Data 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 air conditioner ( Whirlpool, Videocon , LG ).
QUESTIONNAIRE
An questionnaire is prepared to examine the Preference in Selected
Brands ( Whirlpool, Videocon , LG) of air conditioner.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 consumer

SECONDARY 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 size
By 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 karnal those are using the air
conditioner.

Sample unit
Sample unit is individual customer of karnal whose Preference has to
be examined.

Sample technique
This 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.
sampling.

Which is a type of Non Probabilistic

ANALYTICAL TOOL
The

tool

that

have

applied

on

my

research

report

is

Multidimensional scaling & Correlation analysis.

Correlation Analysis
Correlation 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 preference
Dynamic- Brand Name ,Price, Quality, After sales Services.
I have shown the correlation between these two types of variables.

Group Correlation

Whirlpool Videocon f
0
1
8
2
25

fdy fdy2 fdydx

dx
-2

LG
-1
15

-50 100

26

-1
0
1

11
18
2

9
15
6

4
7
3

24
40
11

-24 24
0
0
11 11

7
0
1

46
-46
46
39

38
0
0
0

16
16
16
-5

100
-30
62
34

-63 135

34

dy
Brand
image
Quality
Price
After
sales
service
f
fdx
fdx2
fdxdy

Correlation
r=

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
=
6200-900
=

13500-3939
1510

5300

9561
1510

=
72.8

97.78

1510
=
7118.4
r=

0.2121

HYPOTHESIS TESTING
The chi-square test is one of the most simplest and widely used nonparametric 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:

Factors

Brand
Image

Influence
25
on buying
decision
Perception 17
of
customers
while
buying
refrigerator
Total
42

Quality

Price

Looks

Total

40

After
sales
services
11

24

100

27

35

15

100

51

75

17

15

200

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:

Factors

Brand
Image

Influence
21
on buying
decision
Perception 21
of
customers
while
buying
refrigerator
Total
42

Quality

Price

Looks

Total

37.5

After
sales
services
8.5

25.5

7.5

100

25.5

37.5

8.5

7.5

100

51

75

17

15

200

Observed
frequency(O)
25
17
24
27
40
35
11
6
0
15
Total

2 =

Expected
Frequency(E)
21
21
25.5
25.5
37.5
37.5
8.5
8.5
7.5
7.5

O-E

(O-E)2

(O-E)2/E

4
-4
-1.5
1.5
2.5
-2.5
2.5
-2.5
-7.5
7.5

16
16
2.25
2.25
6.25
6.25
6.25
6.25
56.25
56.25

.761
.761
.088
.088
.166
.166
.73
.73
7.5
7.5
18.502

{(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 decision

LIMITATIONS 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 level

RESULTS
AND
FINDINGS

RESULTS AND
DISCUSSIONS/FINDINGS

Which Brand of Air conditioner do you have?

No. of Respondents

100

LG

Whirlpool

46

Videocon

38

16

INTERPRETATION: from my survey, I have found that LG was having

major market share in terms of Air conditioner as comparison to others.
There were 46% of the people those were having LG Air conditioner.

How did you come to know about your brand /model of Air
conditioner?

No. of Respondents

100

News
papers

Magazines Through
friends

38

16

27

others

19

INTERPRETATION: from my survey, I have found that News papers

played a major role in making aware to the customers about the air
conditioner. 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 Respondents

100

Brand
image

Price

Quality

After Sales
Services

25

40

24

11

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 Respondents

100

Self

Friends/relatives Family
others
members

15

26

38

21

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 Air conditioner Brand available in the market

No. of Respondents

100

Fully aware

Less aware

31

28

Unaware

41

INTERPRETATION: from my survey, it is very much clear that there

were majority of the people those were not aware of the different air
conditioner brands available in the market. There were 40% of the
people those were not aware.

What did you perceive first while buying a Air conditioner-

No. of Respondents

100

Brand
Image

Price

21

Quality After sales

service

35

28

Style/looks

INTERPRETATION: the factors that were responsible for choosing a

particular Brand Of air conditioner 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 air conditioner.

Are you satisfied with its overall performance?

No. of
Respondents

100

Fully
Satisfied Undecide
Satisfied
d

12

43

26

Less
poor
satisfied

13

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 air conditioner.

According to you which company gives the most beneficial

schemes to the Customers?

No. of Respondents

100

LG

Whirlpool

38

31

Videocon other

14

17

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 Air conditioner offers you any attractive

scheme, will you go for that brand?

No. of Respondents

100

Yes

No

37

63

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.

SUGGESTIONS

SUGGESTIONS
On 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 air
conditioner 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/air conditioner(21 Feb 2007)
http://www.consumerpsychologist.com/(21 Feb 2007)
www.videoconworld.com/consumer-durables/homeappliances/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 1 tan,1.5 tan air
conditioner on the basis of Price, Brand name
,Quality & After sales Services
Name: -

Gender:-

Place: -

Age:-

Occupation: -

Income:-

1. Do you have air conditioner?

Yes

No

2. Which Brand of air conditioner do you have?

LG

Videocon

Whirlpool

3. What is the price of your air conditioner?

..
4. How long do you own this air conditioner?
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 air conditioner?
Newspaper

Magazines

Through Friends

6. Which factor influence you more in your buying decision

Brand image
Price
Quality
After Sales Services
7. Who influenced you more in your buying decision?
Self
Friends/Relatives
Family member
Others
8. Awareness about air conditioner Brand available in the market Fully aware
Less aware
Unaware
9. What did you perceive first while buying a air conditioner Brand Image
Price
Quality
After Sales Services
Style/Looks
10.Are you satisfied with its overall performance?
Fully satisfied
Satisfied
Undecided

Others

 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 air conditioner?
Very good

Good

Average

Bad

Worst

Whirlpool
Videocon
LG
13.What are your views about Price of following brands of air conditioner?
Very High

High

Average

Low

Very Low

Whirlpool
Videocon
LG
14.What are your views about Quality of following brands of air conditioner?
Very good
Whirlpool
Videocon
LG

Good

Average

Bad

Worst

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

No

16.Suggestion/problems, if any
..
..
..

Influence
Perception

Brand Image
25
17

Quality

Price
24
27

40
35

after sales services

11
6

looks

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)
Chi-square (critical value)
DF
One-tailed p-value
Alpha

18.504
9.488
4
0.001
0.05

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):

0
15

Wilks' G (observed value)

Wilks' G (critical value)
DF
One-tailed p-value
Alpha

24.330
9.488
4
< 0.0001
0.05

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:
Value
18.504
24.330

Chi-square
Wilks' G

Table of the coefficients:

Coefficient
Pearson's Phi
Cramer's V
Tschuprow's T
Contingency coefficient
Theil's U (R|C)
Theil's U (C|R)
Averaged Theil's U
Goodman and Kruskal tau (R|C)
Goodman and Kruskal tau (C|R)
Averaged Goodman and Kruskal tau

Value
0.304
0.304
0.215
0.291

0.093
0.012
0.052

DF
4
4

p-value
0.001
< 0.0001

Factors/Group
Brand name
Quality
Price
After sales
services
others

Group 1
10
9
13

Group 2
8
8
10

Group 3
2
4
5

Group 4
2
2
2

Group 5
2
1
4

2
1

4
2

2
1

1
1

2
2

Multidimensional Scaling (MDS)

Uniform weighting (default)

No missing values
Metric Multidimensional Scaling
Multidimensional Scaling model: absolute
Stress
used
the results: Kruskal's
stress-1
XLSTAT
7.1 for
- Multidimensional
Scaling
(MDS) - 3/14/2007 at 1:47:37 PM
Dimension
of
the
representation
space:
2
Similarity matrix (converted to a dissimilarity
matrix): workbook = Book1 / sheet =
Repetitions:
10 = $C$3:$F$6 / 4 rows and 4 columns
Sheet1 / range
Seed of the pseudo-random numbers generator: 1094498164
Iterations: 50
Convergence: 0.0001
Space with 2 Dimensions:
Model: Dij= Pij

Observation coordinates:
Observation
8
2
2
2

Dim1
-2.065
-2.784
4.578
0.271

Dim2
-1.934
-2.199
-1.867
6.000

Distances measured in the representation space:

8
8
2
2
2

0
0.766
6.644
8.271

2
0.766
0
7.370
8.750

2
6.644
7.370
0
8.969

2
8.271
8.750
8.969
0

Ideal distances calculated using the model (disparities):

8
2
2
2
8
0
0.000
6.000
8.000
2
0.000
0
8.000
9.000
2
6.000
8.000
0
9.000
2
8.000
9.000
9.000
0
In the case of the absolute model, the disparities are equal than the dissimilarities
Residual distances:
8
8
2

0
0.766

2
0.766
0

2
0.644
-0.630

2
0.271
-0.250