WOMEN CONSUMERS ATTITUDE TOWARDS PURCHASE AND USE OF HIGH-END HOME APPLIANCES

Abstract

Aims and Objective

Investigative study aims to assess the working women consumers attitude, perception and satisfaction towards home appliances. As Women engagement in formal work sector has brough in transformation (education and technologically sound) of women as an effective consumers and buyers of various valuable products.

Research Methodology and Design

The investigation study incorporated qualitative and quantitative research thematic. TPB (Theory of Planned Behavior) is adopted in the current study to assess the women consumers’ attitude, purchase intention of smart home appliances and satisfaction towards these products that support them in completing their household work. The samples comprise of the women high-end durable goods consumers living in Tirunelveli district.  Purposive sampling (judgmental sampling) a common technique adopted by many researchers is applied in this investigation study. For data collection from the targeted women i.e., users of high-end white-durable goods. The data were collected from the working women only and the samples are targeted among women aged 25 years to 56 years or more. First-hand information (primary data) was collected from 225 working women, who are inhabitant of Tirunelveli district. Close-ended questionnaire is used as data collection tool.

Conclusion and Implication

Through, this empirical study it has been observed that large size of the participant working women had purchased the high-end home appliances through their saving (69.52 per cent). About 91.60 per cent women give importance to the brand reputation of home appliances. Samples appreciate the technology used in high-end products (81.86 per cent) and performance of the product (68.29 per cent). Noticed that the influence of participants attitude on the perception towards high-end home appliance is positive and has 92.70 per cent relativity. Influences of perception of women on their satisfaction is also noted as positive, establishing relativity of 64.40 per cent. Manufactures, marketers and retailer should design highly innovative, cost-efficient, durable and smart appliances that suits to all section of women (in term of occupational status). They should introduce ease buy loan facilities targeting women consumers and ensure that after-sale services are offered to their customers on time or during demand. Marketers have to understand that currently laundry and refrigerators are more brought by the working women and they should take adequate promotion steps to sell high-end dishwashers, cleaning robot and other products, as the market is found to be highly productive.

Future Scope

Future researchers /investigators can continue with the study topic focusing on assessing buying behaviour of women towards durable or home appliances and they can expand their study in assessing high-end home appliances buying practices among working in women metro and metropolises cities.