AN EMPIRICAL STUDY ON FACTORS INFLUENCING THE BUYING

BEHAVIOR OF CONSUMERS TOWARDS WASHING MACHINE IN

BALASORE TOWN, ODISHA

Marketing is impossible without buyers and sellers. Buyers or customers are the individuals
and organizations who seek to satisfy their needs and wants. They buy products and services
for the satisfaction of their needs. Sellers or marketers are individuals and organizations who
want to sell products and services which provide satisfaction. What we buy, how we buy,
where and when we buy, how much quantity we buy depend on our perception, self-concept,
social and cultural background and our age and family cycle, our attitudes, beliefs, values,
motivation, personality, social class and many other factors that are both internal and external
to us. While buying, we also consider whether to buy or not to buy and, from which source or
seller to buy. In some societies there is a lot of affluence and, these societies can afford to buy
greater quantities and at shorter intervals. In poor societies, the consumer can barely meet his
barest needs. The marketer therefore tries to understand the needs of different consumers and
having understood his different behaviours which require an in-depth study of their internal
and external environment, he formulates his plans for marketing.
In a recent survey conducted by Euro monitor International among a network of in-country
analysts and in-house researchers around the world revealed interesting consumer preferences
when choosing an automatic washing machine. The survey revealed that the most important
features for consumers were energy and water efficiency, which were followed by features
that increased convenience, such as time-saving features, while design and appearance
features and other more technological advances interested consumers less. This is very telling
for appliance manufacturers, which sometimes forget the importance of innovating to meet
consumer needs, rather than to show off their technological prowess.

The objective of the present study is to analyze the key variables influencing the buying
behaviour of consumers towards washing machine. This study covered the Balasore town,
Odisha. A structured questionnaire was administered to obtain information on selected
variables affecting the buying behavior of the consumers. Finally, the information from 450
consumer respondents representing cross section of population was collected. The data has
been analyzed by the application of appropriate statistical tools. The result reveals that the
factors influencing buying behavior of consumers have significant impact on the brand
preference of consumers towards washing machine. On the basis of the findings, few
important suggestions were offered for the benefit of marketers and consumers.

PROBLEM STATEMENTS
This Research is mainly dealt with knowing purchase and post purchase behaviour.
This Research is focuses on product output which customer get from the product.
This Research is also focus on changing preference of customers because in today’s time
there are so many best option for customer for every electronic product.
This Research also studies that product are reaching up to the expectation of customer or not.
An electronic product company differentiate its product on different grounds. So we study
that, for which qualities company is advertising, those features that product have or not.

SCOPE OF THE STUDY

 This Report will help to understand the consumer behaviour towards purchasing a
new Washing Machine or Refrigerator.
 It also opens the various factor which can affect the purchase decision.
 This Report provides a frame of mind of people, what are the exceptions of consumer
and up to how much level these expectations met.
 This Report will be helpful for Retailers and Companies so that they can understand
the consumer behaviour and can satisfy the consumer on better manner.
 To know whether they recommend to other or not.

Collection of data
A reconnaissance survey of the study area was undertaken to understand the buying
behaviour of consumers. Based on the information gathered, a detailed schedule was drafted
pre-tested and used in the 10 field survey. Direct personal interview method had been
adopted to collect primary data regarding the characteristics of the sample respondents,
family profile and extent of consultation, influencers and other aspects to the overall
objectives of the study.
The secondary data relating to marketing practices and the like were obtained from the
journals, books and websites.

Hypothesis for the Study

Keeping in mind the objectives set for the study, the following hypotheses are framed to test
in due course of analysis.
1. H0: There is no significant association between the respondents age group and the
preference of washing machine brand.
2. H0: There is no significant association between the respondent’s educational qualification
and preference of washing machine brand.
3. H0: There is no significant association between the respondent’s annual income and
preference of washing machine brand.

Findings of the study

The key Findings emerged out of the present study are:
 In respect to purchase behaviour of consumer respondents towards washing machine,
26.67% respondents choose Samsung washing machine followed by LG brand with
20%. 50% respondents use top loading washing machine model followed by 32.22%
with front loading model. Similarly, 60% consumer respondents use the washing
machine for a period of more than 5 years. On the issue of change of brand, about
90% consumer respondents stated that they have changed the brand of washing
machine.
 Similarly, with regard to medium of purchase, 370 respondents or 82.22%
respondents purchased the product by paying cash. Further, 245 respondents or
54.44% of the total sample respondents come to know the product from television
advertisement.
 With regard to final decision to purchase the washing machine, 45.56% respondents
take the decision by themselves. Further, about 65.55% respondents prefer to
purchase the washing machine from their known retailer or multi brand retailer.
 Lastly, on the issue of level of satisfaction, 47.34% consumer respondents feel either
satisfied or highly satisfied on the performance of washing machine used by them.

Conclusion
It is concluded from the study that the manufacturer of the white goods will have to
concentrate more on the sex of the respondents and their opinion on the factors influencing
their Buying decision.ie, Socio Economic factors, Personal and Psychological factors. The
consumers buying pattern keeps on changing with the introduction of innovation in terms of
product, price, place, promotion, its attributes, the quality, the design, the technology, tools
and the variants in the product. The purchasing behaviour of consumer respondents reveals
that while buying the washing machine they are very much aware of the brand. When there is
availability of new brand with additional features, they prefer to change the brand.
Most of the consumer respondents look for information about the product from television
advertisement. Further, the consumers rely on their known retailers for selecting the product.
In maximum cases, the final decision to purchase the product lies on the consumer
respondents. The study also reveals that the majority of the respondents express their
satisfaction on the performance of the washing machine used by them. It is further observed
from the analysis that the factors influencing the buying behaviour differ from consumer to
consumer. However, the findings confirm that there is a significant association between
factors affecting buying behaviour of consumers and their preference of brand. Keeping in
view the above issues, the marketers should develop suitable marketing strategies to persuade
the consumers to purchase durable products. They have to ensure that they provide a good
showroom ambience, with courteous employees and more variety of brands and models.