A Study On Women Consumer Behaviors With Special Reference To

Durable Goods In Coimbatore City

A Study On Women Consumer Behaviors With Special Reference To Durable Goods In
Coimbatore City

SIGNIFICANCE OF THE FAMILY IN CONSUMER BEHAVIOUR There are many

underlying influences both internal and external from the social environment. The
combination of these inputs and internal factors can never be complex indeed. Yet,
the tools of market research can assess motivation and behaviour with considerable
accuracy. Perfect prediction of behaviour is never possible, but properly designed
research efforts can significantly lower the risks of the types of product failure. While
the consumer cannot knowingly be induced to act in a way contradictory to his or her
own goals, motivation and behaviour can be influenced by outside sources. This
influence is understood through research.

RELIABILITY OF HUSBAND / WIFE INFLUENCE Advertising Managers are

particularly interested in knowing which spouse has greater influence while making
buying decisions. So that promotional strategy can be oriented accordingly and the
ways and means devised to arouse hopes and expectations. Research of
husband/wife decision making consistently indicates that relative influence of a
spouse depends in part on the product or service being studied. For instance, some
early studies revealed that the purchase of an automobile was strongly husband
dominated, while food, cosmetics and some other minor financial decisions were
wife-dominated.

DECISION MAKING PROCESS IN A FAMILY All the purchases made by a family

follow a certain decision making process. The character and the extent of interaction
between a husband and wife present an extremely important dimension in the
decision making process. No sale can be effective unless a favourable decision is
made by a buyer towards a particular product of a company.

DYNAMICS OF HUSBAND/WIFE DECISION MAKING The dynamics of purchase

decision making of husband/wife for different consumer non-durables, include, “wife-
only”, “the wife more than the husband”, “both the husband and the wife exactly the
same”, “the husband more than the wife”, “the husband only” pattern. A very
important aspect of the purchase process is the actual activity of making, the
purchase, who actually goes shopping are something that reveals the aspects of
consumer behaviour.

DECISION MAKING CAPACITY OF WIVES IN DIFFERENT TYPES OF

HOUSEHOLDS Every decision of consumer behaviour has some idea and factors
underlying both motivation and action. Four major decision variables are those
relating to work conditions, family maintenance including household expenditure,
leisure and recreation and those relating to health, education, travel and others.
Changes in employment seeking and work condition will have an impact on the
income structure of the household. Decision in this regard may centralize, whether to
seek work or not, the choice of work, the nature of environment of working, members
of a family, and other variable relating to working conditions. Usually the head of the
household might take major decisions individually or jointly along with other working
or non-working members.
DECISION VARIABLES Decision includes extended, modified and new decisions as
well. In most decision making may be a routine process without involving any
significant impact in the household economy. Changes in impact would be market
whenever new decisions are taken within an objective of bettering the existing
situation. The role of spouse in the routine versus new decision process, the role of
rational decisions of the particular household poised for changes in income,
employment expenditure, saving, etc, according to the given situation pattern.
Though these are of course many exceptions, it is quite customary for the husbands
& wives to conflict consumer choice, has traditionally, involved 2 major decisions –
whether or not to buy a particular good or services and from which of several sellers
to buy. The crux of the issue lies in the freedom of consumer choice in relative rather
than absolute. Behaviour could be explained by cues & drives. Complex constraints
such as motivation, values and attitudes, however could not long be ignored.
Husbands and wives derive information from internal resources and external
resources. Some information may bombard the individual without his explicit
consent, although he may at times engage in an search for information, the actual
purchase, the observable behaviour is related to the individuals intention which in
the words of Howard & Sheth Buyer forecast as to when, where and how is likely to
buy a brand.

STATEMENT OF THE PROBLEM Non-durable goods like grocery, vegetables, fruits,

cosmetics, toiletry, clothes, etc are the basic products used by the consumers. They
need these goods to satisfy their physiological needs. The companies are trying to
make their products more popular and thereby try to be successful. In the
competitive market, the prospective rural buyer is prepared to choose the right one
based on their needs. An understanding of purchase behaviour of women is an
essential aspect as it reflects the influence of brands, buyer & customer type on the
purchase of particular brand, etc. The success of the market or the failure depends
on the purchase behaviour of consumers. Market focus mainly on consumers. The
role of women in all fields is being increasing, now-a-days. At present, women’s role
in purchase decision also increased. As a woman, I am interested in studying
women’s purchasing behaviour and their role in purchase decision. Hence, the
present study has been undertaken to find out answers for the following questions.

1. What is the socio-economic characteristic of the respondent’s family?

2. Who is the deciding authority for purchase and what is the role of women in
purchase decision?

3. What are the factors influencing women’s purchasing behaviour?

4. What are the problems faced by women during and after purchase? 5. What is the
mode of payment and mode for carrying goods? This study is an attempt to find out
answers to the above and related questions.

SCOPE OF THE STUDY: Though the main objective of this study is to analyse the
women’s purchase behaviour and their role in purchase decision, the scope of the
study extends to the following related aspects viz., socio-economic characteristics of
the respondents, the factors influencing purchase behaviour, problems faced by
women during and after purchase, mode of payment and mode of carrying goods.

OBJECTIVES OF THE STUDY The specific objectives of the study are

1. To study women’s purchasing behaviour and their purchase tendency.

2. To know the role of women in purchase decision.

The General objectives of the study are

1. To find out the purchase frequency of women

2. To analyse the factors influencing women’s purchasing behaviour.

3. To find out period of purchase for non-durable goods.

4. To examine women’s awareness towards various quality marks.

5. To examine the respondent’s awareness towards the mode of purchase.

6. To find out the problems faced by women during and after purchase.

7. To analyse the type of mode women prefer for carrying goods.

8. To find out women’s reaction towards dissatisfied product.

RESEARCH METHODOLOGY Area of the study The study covers only Coimbatore
city. The area selected by taking into account the time and cost factor. Sample size A
total of 125 respondents residing in the Coimbatore city form the sample.
Convenience sampling method has been followed for collecting response from the
respondents. The data has been collected from the customers who have visited the
departmental stores, grocery shops, vendors, super market, etc. Sources of data The
study is based on both primary and secondary data.

The primary data has been collected by using questionnaire and the secondary data
has been collected from books, manuals and Internet. Tools for collection of data The
questionnaire is the major tool administered for collecting primary data from the
respondents. The first eight questions were devoted to the basic information’s
relating to the respondents’ personal factors such as Name, Age, Education,
Occupation, Marital Status, Monthly Income, Nature of Family and Number of
Members in the family. Thereafter, the questionnaire contains other factor questions.

Tools for analysis The statistical tools used for the purpose of analysis of this study
are simple percentage technique, pie diagram and bar diagram. Exhibits are also
used in appropriate places. After the collection of data through the questionnaire,
editing was done carefully. Based on the responses of the samples, tables were
prepared. The data collected were analysed and interpreted with the help of tables
and figures. Weighted scaling technique and ranking technique has also been used
for analysis and interpretation of data.

TABLE-

1 SOURCE OF SHOP AWARENESS S.No Source of awareness No of Respondents

Percentage 1 Advertisement 42 34 2 Relatives and friends 54 43 3 Shopkeepers 7 6 4
Nearer to residence 22 17 Total 125 100 It is noted that 34% of the respondents
became aware of shops through advertisement, 43% of the respondents came to
know about the shops through their friends and relatives, 6% of the respondents
came to know about the shop through newspaper advertisement and 17% of the
respondents preferred the shops which are nearer to their residence.

TABLE -2 FACTORS INFLUENCING PURCHASE BEHAVIOUR S.No Influencing factors No

of Respondents Percentage 1 Convenience 13 10 2 Quality 89 71 3 Quantity 3 2 4
Cost 5 4 5 Service 7 6 6 Customer relation 1 1 7 Brand 7 6 Total 125 100 The above
table indicates that the factor which influenced 10% of the respondents purchase
behaviour was convenience, 71% of the respondents were influenced by quality, 2%
of the respondents were influenced by the quantity, 4% of the respondents were
influenced by the cost, 6% of the respondents were influenced by the service, 1% of
the respondents were influenced by the shop keepers customer care ship and 6% of
the respondents were influenced by the loyalty to the brand. Thus, majority of the
respondents purchase behaviour were influenced by the quality of the product and
only very little were influenced by the factor shop keepers customer relation.

TABLE -3 NORMAL PURCHASE LEVEL FOR DOMESTIC ITEMS S.No Purchase level No of
Respondents Percentage 1 Below Rs.1500 62 50 2 Rs.1500-Rs.3000 50 40 3 Above
Rs.3000 13 10 Total 125 100 Observation shows that, 50% of the respondents
purchase domestic items below Rs.1500 per month, 40% of the respondents buy
domestic items from Rs.1500-Rs.3000 per month and 10% of the respondents spend
more than Rs.3000 per month for purchasing domestic goods. It is clear that most of
the people prefer to spend from Rs.1500 to Rs.3000 per month for purchasing
domestic goods.

TABLE- 4 METHOD OF PURCHASE S.No Way of Purchase No of Respondents

Percentage 1 Bargain & buy 69 55 2 Buy at the said rate 56 45 Total 125 100 It is
observed that out of the 125 respondents, 55% of the respondents do purchase by
bargaining and 45% of the respondents buy the products at said rate.

TABLE- 5 REASON FOR NON-BARGAINING S.No Reason No of Respondents Percentage

1 No habit 14 25 2 No boldness 4 7 3 Averse to argue 12 21 4 Confidence 25 45 5
Others 1 2 Total 56 100 Out of 125 respondents, 56 respondents buy product at said
rate. 25% of the respondents do purchase at the said rate because they have no
habit of bargaining, 7% of the respondents are not b old enough to argue, 21% of the
respondents are averse to argue, 45% of the respondents have confidence in their
purchase and only 2% of the respondents are not bargaining because they are
feeling that it is a prestige issue. Majority of the respondents do purchase at the said
rate because they are confident in their purchase.

TABLE -6 RESPONDENT’S INTEREST TOWARDS NEW PRODUCTS Interested towards

new product No of Respondents Percentage Yes Test purchase 36 58 Purchase with
confidence 16 26 Offers & discounted price 5 8 Others – specify (Credit facilities 5 8
Total 62 100 No Not ready for test purchase 23 36 No confidence 27 43 High price 10
16 Others Specify (feel Inferior goods) 3 5 Total 63 100 Grand Total 125 100 It is
clear that, 62 respondents are ready to buy new products offered in the market and
63 respondents not ready to buy new products offered in the market. Out of 63
respondents, 43% remain loyal to the old products and 36% of them are unwilling to
try the risk of new products launched in the market.

TABLE- 7 REASON FOR NOT CONFIRMING TO THE PURCHASE LIST S.No Reason for
purchase No of Respondents Percentage 1 Curiosity to use the product 25 23 2
Balance amount in hand 16 15 3 Forgotten to include in purchase list 66 62 4 Offers -
- Total 107 100 Out of 125 respondents, only 107 respondents are buying products
which are not in the purchase list and others buy only the products in their purchase
list. Out of 107 respondents 23% of them purchase because of curiosity to use the
products offered, 15% of the respondents buy extra products if they have balance
amount in hand and 62% of them buy extra products which they have forgotten to
include in the purchase list. Thus, it is clear that majority of the respondents
purchase products which are not in the purchase list because they have forgotten to
include the products in the purchase list.

TABLE- 8 AWARENESS TOWARDS QUALITY MARKS S.No Awareness No of

Respondents Percentage 1 Always 69 56 2 Sometimes 51 42 3 Rare 2 2 Total 122
100 The above table reveals that, 122 respondents give importance to date of
manufacture, expiry date, IDI, etc while purchasing and 3 respondents do not give
any consideration for quality marks while purchase. Out of 122 respondents, 56% of
the respondents always look out such quality marks, 42% of them look for the quality
marks sometimes and 2% of the respondents do noisely give importance to the
quality marks.

TABLE- 9 MODE OF CARRYING GOODS S.No Mode of carrying goods No of

Respondents Percentage 1 Own Vehicle 55 44 2 Rented Vehicle 6 5 3 Door Delivery
30 24 4 Bus 34 27 Total 125 100 It is clearly understood that, 44% of the
respondents carry the goods in their own vehicle, 5% of the respondents carry the
goods in their rented vehicles, 24% of respondents avail the benefit of door delivery
and 27% of the respondents carry the goods by bus. Majority of the respondents are
carrying the products to their home with the help of their two-wheelers.

TABLE- 10 LEVEL OF SATISFACTION TOWARDS DOOR DELIVERY S.No Level of

satisfaction No of Respondents Percentage 1 Highly Satisfied 8 27 2 Satisfied 19 63 3
Moderate 2 7 4 Dissatisfied 1 3 5 Highly dissatisfied - - Total 30 100 It is noted that,
out of 30 respondents who are availing the benefit of door delivery, 27% of the
respondents are highly satisfied with their service, 63% of the respondents are
satisfied, 7% of the respondents satisfaction level is moderate and only 3% of the
respondents are dissatisfied with the shopkeeper’s service. Majority of the
respondents are satisfied with the service of shop keepers’.

TABLE- 11 MODE OF PAYMENT S.No Mode of payment No of Respondents Percentage

1 Cash Payment 123 98 2 Credit Payment 2 2 Total 125 100 It was found that 98% of
the respondents prefer to pay ready cash for their purchase and only 2% of the
respondents expect credit facility for their purchase. It is observed that majority of
the respondents prefer ready cash payment to credit payment for the purchase.

TABLE -12 PERIOD OF CREDIT REPAYMENT S.No Period of Repayment No of

Respondents Percentage 1 10 days 1 50 2 15 days 1 50 3 30 days - - 4 More than one
month - - Total 2 100 It is understood that, out of 2 respondents who preferred credit
payment for purchase, 1 respondent prefer to have 10 days credit facility and 1
respondent prefer to have 15 days credit facility for the purchase.

TABLE -13 TYPES OF PROBLEMS FACED BY WOMEN DURING PURCHASE S.No Types of
problems during purchase No of Respondents Percentage 1 Unavailability 15 12 2
Poor Quality 33 27 3 Harassment 39 31 4 Malpractice in Quantity 12 10 5
Adulteration 23 18 6 Others specify 3 2 Total 125 100 The table reveals that during
purchase, 12% of the respondents face the problem of unavailability of products,
27% of the respondents feel that some products are of poor quality, 31% face the
problem harassment, 10% of the respondents suspect malpractice in quantity, 18%
face the problem of product adulteration and only 2% of the respondents face the
problem of customer care.
TABLE -14 TYPES OF PROBLEMS FACED BY WOMEN AFTER PURCHASE S.No Problem
faced after purchase No of Respondents Percentage 1 Follow-up service 27 21 2 No
satisfaction 29 23 3 Transportation Problems 57 46 4 Others-specify 12 10 Total 125
100 It reveals that after purchasing, 21% of the respondents feel that they lack
follow-up service, 23% of the respondents dissatisfied with their purchase, 46% of
them are facing transportation problem of goods and only 10% of the respondents
face the problem in Billing, repetition of products etc. Majority of the respondents are
facing transportation problem for carrying the goods after purchase.

TABLE -15 RESPONDENT’S INTEREST IN RECOMMENDATION S.No Interest Reason for

purchase No of Respondents Percentage 1 Yes Good serviceGood qualityCheaper
priceOthers specifyTotal 2465101100 2465101100 2 No No InterestPoor ServiceHigh
PriceOthers-specifyTotal 1625225 648208100 Grand Total 125 100 It is clear that,
100 respondents are interested to recommend the shop purchased by them to others
and 25 respondents are not interested in recommending the shop to others. Out of
100 respondents, 24% of the respondents recommend the shop to others because of
good service rendered by shop-keepers, 65% of the respondents recommend the
shop for its good quality products. 10% of the respondents recommend the shop
because it is economical and 1% of the respondents recommend the shops because
of the offers provided. Out of 25 respondents, 64% of the respondents have no
interest in recommending the shop purchased by them to others, 8% of the
respondents feel the service is not good, 20% of the respondents feel the price is too
high and 8% of the respondents have an opinion that the product is of poor quality.
Majority of the respondents are interested in recommending the products to others
for the reason that it is of good quality.

TABLE -16 REACTION UNDER DISSATISFACTION S.No Reaction No of Respondents

Percentage 1 Will return the goods 49 34 2 Not to buy it again 68 54 3 Dispose the
product 5 4 4 Remake it 3 3 Total 125 100 It is observed that, 39% of the
respondents return the products if they are not satisfied with the product purchased,
54% of the respondents will not buy it again in future, 4% of the respondents dispose
the product and only 3% of the respondents are interested to remake the product
and use it for other purpose. Majority of the respondents feel not to buy the faulty
product again in future.

TABLE-17 RESPONDENT’S OPINION TOWARDS SALESMEN SERVICE S.No Opinion No of

Respondents Percentage 1 Interested to serve customers 65 52 2 Somewhat
interested 58 46 3 Not at all interested 2 2 Total 125 100 The above table shows that
52% of the respondents feel the salesmen aim at customer satisfaction, 46% of them
feel that the salesmen are somewhat interested in customers satisfaction and only
2% of the respondents are not at all interested in satisfying the customers. Majority
of the respondents aim at the customer satisfaction.

WEIGHTED AVERAGE SCORE ANALYSIS Weighted Average technique was used to

find out the weighted average for each category of respondents, over several study
factors to know their level of satisfaction towards the quality, price, availability,
service, size & design of the products. For this purpose the qualitative information
was converted into numerical one using five point scaling technique. In using five
point scales, score 5 was given to Highly satisfied. 4 was given to Satisfied 3 was
given to Moderate 2 was given to Dissatisfied 1 was given to Highly Dissatisfied.

TABLE-18 AGE & FACTORS CONSIDERED FOR PRODUCT SATISFACTION Sl.No Age 18-
30 years 31-40 years 41-50 years Above 50 years 1 Quality 4.45 4.37 3.94 5.00 2
Price 3.90 3.79 3.61 4.00 3 Availability 3.87 4.00 3.78 4.00 4 Service rendered 3.91
3.84 3.83 4.00 5 Size 3.73 3.21 3.28 4.00 6 Design 3.97 3.95 3.94 4.0 From the
above table, it is clear that respondents under the age group of 18-30 years are
highly satisfied with quality and satisfied with other factors viz., price, availability,
service, size and design; respondents under the age group of 31-40 years are highly
satisfied with quality and product availability and satisfied with other factors i.e.,
price, service, size and design. Respondents under the age group of 41-50 years are
satisfied with all the factors and respondents above 50 years are highly satisfied with
quality and satisfied with other factors. Most of the respondents are highly satisfied
with product quality irrespective of their age.

TABLE-19 EDUCATIONAL QUALIFICATION & FACTORS CONSIDERED FOR PRODUCT

SATISFACTION Sl.No Educational Qualification School Level Graduate PG Diploma
Others specify 1 Quality 4.19 4.46 4.18 4.75 4.00 2 Price 3.57 3.92 3.45 3.75 4.17 3
Availability 3.90 3.92 3.55 4.00 3.83 4 Service rendered 3.57 3.93 3.73 4.75 4.17 5
Size 3.43 3.69 4.27 3.75 3.17 6 Design 3.86 4.00 4.00 3.75 4.17 It is inferred from
the table that respondents whose education is upto school level are highly satisfied
with product quality and satisfied with other factors like price, availability, service,
size and design of the product and are satisfied with other factors. Post graduates are
highly satisfied with quality, size and design of the product and are satisfied with
other factors. Diploma holders are highly satisfied with quality, availability and
service rendered and satisfied with other factors. Professionals are highly satisfied
with quality, price, service and design and are satisfied with availability and size of
the product. Most of the respondents are highly satisfied with product quality
irrespective of their educational qualification.

TABLE-20 OCCUPATION & FACTORS CONSIDERED FOR PRODUCT SATISFACTION Sl.No

Occupation Professional Business Employed Agri culturist Others specify 1 Quality
3.83 4.42 4.33 4.42 4.43 2 Price 3.83 4.04 3.74 3.83 3.80 3 Availability 3.67 3.75
4.00 3.75 3.93 4 Service rendered 3.50 3.88 3.70 3.75 4.05 5 Size 3.67 3.54 3.67
3.42 3.75 6 design 3.33 4.13 4.00 3.67 4.04 It is clear that professionals are highly
satisfied with product quality, service and design and satisfied with availability, price
and size. Businessmen are highly satisfied with product quality, price and design and
are satisfied with other factors. Employed respondents are highly satisfied with
product quality, availability and design and are satisfied with other factors.
Agriculturists are highly satisfied with product quality and satisfied with other factors.
Students and House Wives are highly satisfied with product quality, service and
design and are satisfied with price, availability and size of the product.

TABLE-21 MARITAL STATUS & FACTORS CONSIDERED FOR PRODUCT SATISFACTION

Sl.No Marital Status Married Single 1 Quality 4.31 4.42 2 Price 3.79 3.87 3 Availability
3.83 3.91 4 Service rendered 3.88 3.90 5 Size 3.63 4.48 6 Design 3.92 4.01 It is
inferred from the above table that married respondents are highly satisfied with
product quality and satisfied with product price, availability, service, size and design.
Unmarried respondents are highly satisfied with product quality, size and design and
also satisfied with other factors. Majority of the respondents are highly satisfied with
product quality irrespective of their marital status.

TABLE-22 FAMILY INCOME & FACTORS CONSIDERED FOR PRODUCT SATISFACTION

Sl.No Quality Below Rs.5000 Rs.5001 – Rs.10,000 Rs.10,001 – Rs.15,000 Above
Rs.15,000 1 Quality 4.38 4.38 4.17 4.71 2 Price 3.90 3.87 3.50 3.71 3 Availability
3.90 3.80 3.92 4.14 4 Service rendered 3.69 4.38 3.83 4.43 5 Size 3.61 3.64 3.92
4.00 6 Design 3.92 3.84 3.83 4.43 It is inferred from the table that respondents
whose income level is below Rs.5000 p.m. are highly satisfied with product quality
and are satisfied with other factors that is like price, availability, service, size and
design. Respondents whose income level ranges between Rs.5001 – Rs.10,001 p.m.
are highly satisfied with the product quality and service and are also satisfied with
other factors. Respondents whose income level ranges between Rs.10,001 –
Rs.15,000 p.m. are highly satisfied with product quality and satisfied with other
factors. Respondents whose income is above Rs.15,000 p.m. are highly satisfied with
product quality, availability, service, size and design and also satisfied with price of
the product. Most of the respondents belonging to various income level are highly
satisfied with product quality.

TABLE-23 NATURE OF FAMILY & FACTORS CONSIDERED FOR PRODUCT SATISFACTION

Sl.No Nature of family Nuclear Joint 1 Quality 4.40 4.32 2 Price 3.79 3.95 3
Availability 3.88 3.88 4 Service rendered 4.08 3.49 5 Size 3.61 3.80 6 Design 3.98
3.98 The table shows that respondents from nuclear family are highly satisfied with
product quality and service and also satisfied with other factors. Respondents from
joint family are highly satisfied with product quality and also satisfied with other
factors.Irrespective of the nature of family, most of the respondents are highly
satisfied with product quality.

TABLE-24 NUMBER OF FAMILY MEMBERS AND FACTORS CONSIDERED FOR PRODUCT

SATISFACTION Sl.No Family Size 2 3 4 Above 4 1 Quality 5.00 4.29 4.42 4.33 2 Price
4.00 3.64 3.83 3.90 3 Availability 4.00 3.79 4.00 3.76 4 Service rendered 5.00 4.00
4.05 3.65 5 Size 4.00 3.50 3.68 3.71 6 Design 4.00 4.07 4.02 3.90 It is inferred from
the table that respondents whose family size is two, are highly satisfied with all the
factors ; respondents whose family size is three, are highly satisfied with product
quality, service and design and also satisfied with other factors ; respondents whose
family size is four, are highly satisfied with product quality, availability, service and
design and also satisfied with other factors ; respondents whose family size is above
four, are highly satisfied with product quality and also satisfied with other factors.
Irrespective of the family size, majority of the respondents are highly satisfied with
product quality.

FACTOR RANKING ANALYSIS Factors considered by the respondents were

analysed by ranking method. For which respondents were asked to assign the rank of
the factors which given in the schedule. As per this technique, the number of
respondents multiples the rank assigned by the respondents. The preference is taken
as total score assigned to a factor. The factor scoring the least value is the most
important rank was determined with ascending order. By using this technique, it was
decided to analyse the factors by ranking for some preference.

TABLE-25 RANKING ANALYSIS FOR AGE GROUP WITH ORDER OF PREFERENCE FOR
PURCHASE Particulars 18-30 years 31-40 years 41-50 years Above 50 years Age
Score Rank Score Rank Score Rank Score rank Quality 3.51 I 4.21 I 4.22 I 4.50 I
Quantity 3.31 II 3.00 II 2.39 V 1.50 V Cost 2.91 III 2.89 IV 2.50 III 4.00 II Service
rendered 2.63 V 2.00 V 2.44 IV 2.00 IV Brand 2.78 IV 2.95 III 2.83 II 3.00 III It is
inferred from the table that first rank is given to the product quality under age groups
- 18-30 years, 31-40 years, 41-50 years and above 50 years. Last rank is given to the
service rendered under the age groups – 18-30 years and 31-40 years. Respondents’
belonging to the age group of 41-50 years and above 50 years has given last rank to
quantity of the product. Most of the respondents under various age groups have
given highest preference to the product quality

TABLE-26 RANKING ANALYSIS FOR EDUCATIONAL QUALIFICATION WITH ORDER OF

PREFERENCE FOR PURCHASE Particulars School level Graduates Post graduates
Diploma Others Educational Qualification Score Rank Score Rank Score Rank Score
Rank Score Rank Quality 4.38 I 3.59 I 3.54 I 4.00 I 3.67 I Quantity 2.90 III 3.05 II 3.18
III 3.75 II 3.33 II Cost 2.43 IV 3.00 III 2.73 IV 3.00 III 2.67 IV Service rendered 2.28 V
2.60 V 2.18 V 2.25 IV 2.17 V Brand 2.95 II 2.76 IV 3.27 II 2.00 V 2.83 III It is clear from
the above table first rank is given to the product quality by all age groups. Last rank
is given to service rendered by graduates, post graduates, professionals and school
level respondents, diploma holders have given last rank to product brand. Most of the
respondents under various educational levels are giving highest preference to
product quality and least preference to the service rendered.

TABLE-27 RANKING ANALYSIS FOR OCCUPATION WITH ORDER OF PREFERENCE FOR

PURCHASE Particulars Professionals Business Employed Agriculturist Others
Occupation Score Rank Score Rank Score Rank Score Rank Score Rank Quality 3.67 I
3.83 I 3.89 I 4.00 I 3.57 I Quantity 2.67 IV 3.17 II 3.15 III 2.58 IV 3.22 II Cost 2.50 V
2.58 IV 3.37 II 2.42 V 2.88 IV Service rendered 2.83 III 2.42 V 2.52 IV 3.17 II 2.31 V
Brand 3.00 II 3.04 III 2.33 V 2.83 III 2.93 III It is inferred from the table that first rank
is given to the product quality under various occupational status and last rank is
given to the product cost by professionals and agriculturists; last rank to the brand
by employed respondents and last rank to the service rendered by businessmen,
Students and house wives.

TABLE-28 RANKING ANALYSIS FOR MARITAL STATUS WITH ORDER OF PREFERENCE

FOR PURCHASE Particulars Married Single Marital Status Score Rank Score Rank
Quality 4.17 I 3.47 I Quantity 2.98 II 3.18 II Cost 2.83 III 2.88 III Service rendered 2.23
V 2.64 V Brand 2.81 IV 2.82 IV It is clear from the above table that first rank is given
to the product quality and last rank is given to the service rendered by both married
and unmarried respondents.

TABLE-29 RANKING ANALYSIS FOR FAMILY INCOME WITH ORDER OF PREFERENCE

FOR PURCHASE Particulars Below Rs.5000 Rs.5001-Rs.10,000 Rs.10,001-Rs.15,000
Above Rs.15,000 Family Income Score Rank Score Rank Score Rank Score Rank
Quality 3.90 I 3.40 II 4.08 I 3.86 I Quantity 3.02 II 3.42 I 2.75 III 2.43 V Cost 2.83 III
2.76 IV 3.17 II 3.57 II Service rendered 2.56 V 2.40 V 2.25 V 2.71 III Brand 2.72 IV
3.02 III 2.67 IV 2.57 IV It is inferred from the above table that first rank is given by
the respondents whose income level is below Rs.5,000, Rs.10,001-Rs.15,000 and
above 15,000 to the product quality and respondents under Rs.5,001- Rs.10,000
income group have given first rank to product quantity. Last rank is given to the
service rendered by the respondents under the income levels of below Rs.5,000,
Rs.5,001-Rs.10,000 and Rs.10,0001 to Rs.15,000. Respondents whose income is
above Rs.15,000 have given last rank to quantity.

TABLE-30 RANKING ANALYSIS FOR TYPE OF FAMILY WITH ORDER OF PREFERENCE

FOR PURCHASE Particulars Nuclear Joint Family type Score Rank Score Rank Quality
3.80 I 3.61 I Quantity 3.17 II 2.97 III Cost 2.88 III 2.83 IV Service rendered 2.37 V 2.71
V Brand 2.78 IV 3.05 II It is clear from the above table that first rank is given to the
product quality and last rank is given to the service rendered by both nuclear and
joint family respondents.

TABLE-31 RANKING ANALYSIS FOR FAMILY SIZE WITH ORDER OF PREFERENCE FOR
PURCHASE Particulars Two Three Four Above Four Family Size Score Rank Score Rank
Score Rank Score Rank Quality 3.00 III 3.93 I 3.76 I 3.67 I Quantity 5.00 I 2.79 IV 3.08
II 3.18 II Cost 4.00 II 2.29 V 2.88 IV 2.98 III Service rendered 1.00 V 3.07 II 2.29 V 2.57
V Brand 2.00 IV 2.86 III 3.00 III 2.61 IV It is inferred from the table that first rank is
given to the product quantity by the respondents whose family size is two and first
rank is given to the product quality by the respondents whose family size is three,
four and above four. Respondents, whose family size is three have given last rank to
the product cost and whose family size is two, four and above four have given last
rank to the service rendered.

FINDINGS, SUGGESTIONS & CONCLUSIONS FINDINGS

1.The distinctive feature of the higher income group respondents is that, they shop
as and when they like. Similarly, the housewives shop almost weekly but the career
going women do shop; only when need arises.

2.Education also plays a key role in shopping behaviour, in the sense that, compared
to the respondents with no formal education, respondents having a good educational
background shop more of ten.

3.Majority of the respondents are students belonging to the age group of 18 to 30

years and an analysis of the level of education, it is found that, they have attained
graduation status. Most of the respondents belong to nuclear family and number of
members in the family ranges 4 or above 4.

4.In majority of the respondents family, women plays a major role in purchase
decision and they prefer to prepare item list before purchasing. The involvement
each one has on the family matters, influences their behaviour to a greater extent.
The main aim of the study being to understand the behaviour of individuals in the
process of decision making, information gathering and need identification.

5.In the selected sample, respondents gather information from both internal and
external sources. Majority of the sample respondents give importance to their friends
and relatives opinions and suggestions and thus adhere to the advice given by them
as per their earlier purchase behaviour of course advertisements do have a better
say with lower and middle income respondents.

6.Majority of the respondents prefer to purchase products from departmental stores

rather than other types of shops, as they feel it is economical and products are of
good quality.

7.The sample respondents adopt bargaining method of purchase, some do not follow
this method because of their confidence in buying.

8.Some respondents are ready to purchase new products offered in order to make a
test purchase and some respondents are not ready for test purchase.

9.The respondents are not conforming to the purchase list for the reason that they
have forgetten to add some items in purchase list.

10.Most of the respondents are aware of the quality marks and they carry the
products in their own vehicle or by bus and some avail the benefit of door delivery.

11.The sample respondents prefer cash payment rather than credit payment. The
result from the respondents says that most of them are facing various problems like
harassment, adulteration, no follow up service, poor quality, etc during and after
purchase.
12.The post purchase behaviour of the sample respondents reveal the fact that, the
decision process is not a satisfactory affair. The pressure of negative attitudes mount
up in certain families and is overcome by convincing, compromising, augumenting,
etc. To overcome such an attitude, either they get convinced or as observed in the
study, the way for getting rid of the product and not to buy it again is a better option.

13.Most of the respondents are interested in recommending the product purchased

by them to others and are satisfied with salesmen service.

14.This clearly indicates that in family purchase decisions, inspite of an individual’s

age, income, level of education, status, family size, etc, the interactive they have
with each other leads the way for best ‘buy’. Ultimately greater the interaction,
better the involvement and may be a satisfactory purchase.

15.Most of the respondents under various personal factors have given highest
preference to product quality.

16.Most of the respondents were satisfied with all the factors like price, quality,
availability, service, size and design and no one is dissatisfied with the above
mentioned facts.

SUGGESTIONS Purchase decision process which is characterized as more complex

in its nature, has been subject to research often, only recently. This study is an
attempt to explore the purchase decision process within a family with special
reference in women’s purchasing behaviour and their role in purchase decision. To
the Marketers: ‘Family’ influence in the purchase decision process is to be considered
more seriously than the influence of any other factor, for the simple and the most
importance reason, that, it is the family that decides the consumption pattern, choice
of products, brands, stores and other product related aspects. The marketing
strategy to be adopted under conditions where purchase decisions are husband
dominated has to necessarily differ when such decisions are wife dominated or even
syncratic decisions. In order to reach the prospective buyer without any
complications, the Marketer’s prime responsibility is to identify the person
dominating the decision making process and he / she is to be influenced further
towards the desired action. It is believed that, such an approach will serve the
purpose more effectively than a generalized approach often practiced by Indian
Marketers towards the family purchase activity. Consumer behaviour research is an
effective tool in Marketing for all types of organization. It provides clues as how to
reach and serve the consumers more effectively. In order to achieve success in the
market, the companies may adopt this methodology.

To the Public: Women should be aware of the new products introduced in the
market and of its special features, price, quality, etc. They should be capable of
identifying duplicate products and should avoid purchasing unnecessary items.
Purchase is to be made on the basis of the quality, income and according to the
budget. Women must know the standard shop which sell products at reasonable
prices with excellent service. They should give importance to the package date,
manufacturing date, ISI marks, expiry date, brand etc while purchasing. They should
bargain and should clarify their doubts regarding the product, they buy. Proper
planning is essential before going for purchasing and should know the credit facilities,
offers, discounts, etc available for the products in the market. To conclude, in order
to bring about lasting happiness in purchase, decision should be ‘Joint Decision’.
CONCLUSION Successful companies now-a-days take an inside – out view of their
business. They recognize the importance of continuous monitoring and adopting to
the environment. They also spend more time with customers and with watching
competitors because changes in environment pose good opportunities for the
marketers to still flourish. The modern market is highly competitive and transitional.
The prominence gained by individual consumer in marketing decision making
compels the marketer to look at and organize the component of marketing mix
through the customer’s eyes. Hence consume behaviour research has come into
existence. First, a company must decide what it can sell, how much it can sell, to
whom it can sell and what approaches must be made to attract the targeted
customers. The customer do not accept any product, which does not give them
complete satisfaction with regard to both mental and physical satisfaction. So it can
be said that the modern market is consumer oriented and any products success or
failure is determined only by the consumers. A company must decide what it can sell,
how much it can sell, to whom it can sell and what approaches must be made to
attract the targeted customers.

The customer do not accept any products which does not give them complete
satisfaction with regard to both mental and physical satisfaction. So it can be said
that the modern market is consumer oriented and any product success or failure is
determined only by the consumers. Thus, to achieve success in the market, it has
become highly unevitable to produce goods in such a manner as preferred by the
customer, as he is the king around whom the entire marketing activity revolves. In
present era, women plays vital role in all field. To conclude, women plays a major
role in taking purchase decision for non-durables.

Written By: S.Saravanan 8 years of experience in the field of commerce and

produced 10 M.Phil Research Scholers in the fields like Marketing, Finance and
Human resource management and presented 13 papers in various international,
national and state level seminars and act as a resource person in seminar and
working as a placement co-ordinator in the college. sarans456@gmail.com