Informatics Publishing Limited

C. Vijayabanu ¹, R. Renganathan ¹, V. Srinivasakumar ¹, C. Therasa ¹, K. Bhuwnesh Skanth ¹

Affiliations
1 School of Management, SASTRA University, Thanjavur - 613401, Tamil Nadu, IN

Abstract

Objectives: The current study focuses on the brand preferences of rural consumers towards FMCG goods. The Fast Moving Consumer Goods (FMCG) sector is an essential element of human life. All the FMCG companies are penetrating towards rural markets in India, because of the lifestyle and purchase behavior of Indian rural customers are predominant and changing. The market share of FMCG is influenced by the middle and lower income group of people. The current study focuses on the brand preferences of rural consumers towards FMCG goods. Methods/Analysis: The data have been collected with the help of structured questionnaires from 200 rural customers. The simple random sampling method was followed by the researcher and the data was collected from Papanasam, Budalur, Orattanadu, Reddipalayam and Thiruvaiaru. The two hundred data collected from rural customers of Thanjavur have been analyzed by using SPSS software. Descriptive statistics, factor analysis and regression analysis were carried out. Findings: The major findings are out of the six factors of brand preference – Relationship, Consistent, Usage, Availability, Reliable, Efficiency, Value towards purchase intention of rural customers towards FMCG goods explained in the model, Reliable (B = 14.6%), Value (B = 27.2%) are statistically significant in predicting the purchase Intention. Applications/Improvements: The current study analyzes the factors influencing the purchase intention of the rural consumers from the perspective of branding which helps the marketers in formulating various promoting strategies.

Keywords

Brand Preferences, Market, Purchase Intention, Regression Rural Consumers, Strategies.

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V. Vijay Anand ¹, R. Renganathan ¹, V. Srinivasakumar ¹, S. Balachandran ¹, V. Abarna Vaishaly ¹, S. Sindhuja ¹, R. Radhika ¹

Affiliations
1 School of Management, SASTRA University, Thanjavur - 613401, Tamil Nadu, IN

Abstract

Indian rural market has a vast size and demand base. Considering this huge potential markets, companies started to concentrate more on this markets. One of them is DTH service, the offerings given by cable is not enough so the evolution of DTH came into existence. And its impact is now spread to rural markets also. Though it is a fact the buying behavior of any product or brand is based on the brand preference factors of a consumer. The study reveals the relationship between consumer brand preferences with purchase decision of customers towards DTH services. Finally the researchers found that most of them go with DTH rather than cable, because of its poor network and facilities. Objectives: The objectives of the study are to find the association between demographic factors and brand preference of the respondents of DTH users in rural areas; to study the variation between demographic factors and brand preference; to understand the effect of study variables such as cost, features, convenient services and support facilities on brand preference, to examine the relationship between brand preference and purchase decisions and to find out the effect of brand preference on purchase decisions. Method/Analysis: The researchers have collected primary data from 100 respondents from the customers of DTH by applying the structured questionnaire. The statistical tools such as Chi square test, one-way ANOVA and regression analysis were adopted for analysis purpose. Findings: There is association between the demographic factors viz., age, area, monthly income of the respondents with the Consumer Brand Preference. The research results also revealed that there is no association between the gender of the respondents and the Consumer Brand Preference. From the regression results, the researcher found that the Brand preferences do not vary with the demographic factors namely gender, age and area of the respondents. The results also revealed that the Brand preference do vary with the income of the respondents. The results revealed that there is a significant relationship between Consumer Brand Preference and Purchase Decision. There is a significant effect of Consumer Brand Preference on Purchase Decision. Applications/Improvements: The DTH has to consider the suggestions out the study results for further improvement in sales and services by comparing with other competitors. The study will enhance the organization to come out with best outcomes.

Keywords

Consumer Brand Preference, DTH, Purchase Decision.

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R. Renganathan ¹, C. Vijayabanu ¹, V. Srinivasakumar ¹, V. Vijayanand ¹

Affiliations
1 School of Management, SASTRA University, Thanjavur - 613401, Tamil Nadu, IN

Abstract

Objectives: A buyer in general compares the performance of the products they bought with their expectation with regard to satisfaction. Firms have to constantly meet the expectations of the buyers by means of their offer which meet and exceed the buyers' expectation. This will ensure firms endurance in the competitive environment which may give them competitive advantage to surpass the rest of the players in the market. Honda is one of the biggest firms in India. They have many models of two wheelers for the customers and also they launch many new models every year. This study deals with the consumer attitude and satisfaction towards Honda two wheelers and services at Honda showroom, Tiruvarur in India. This study was conducted to find out the factors influencing consumer behaviour of Honda two wheelers and the factors influencing consumer behaviour of Honda two wheelers. Methods/Analysis: Primary and secondary data were utilised for this study. 230 two wheeler customers of Honda showroom, Thiruvarur was included for this study. In order to find out the respondents' opinion about awareness about Honda two wheelers, model of Honda, celebrity endorsement, price of Honda, employee behaviour in the showroom and level of services at the showroom structured questionnaire was used. In order to test the structured questionnaire, 20 respondents were used for pilot study. For Data analysis Software package SPSS was used. Statistical techniques like Chi-square test, Factor analysis and percentage analysis were used to analyse the collected data. Findings: From the analysis it is inferred that majority of the customers are highly satisfied with Honda two wheelers and the dealer of Honda motors) in Tiruvarur. Majority of the customers were highly loyal and satisfied (except vehicle provided with the reasonable amount of fuel at the time of delivery) with the service at the showroom. At the time of purchase, customers should be educated towards handling and maintenance of two wheelers and dealers have to ensure the availability of spare parts. Applications/Improvements: This study was conducted in rural area to understand the customer opinion about the Honda two wheelers and showroom experience. Automobile dealers have opportunities to meet the buyers in person and can contact them. In order to understand the buyers' opinion of Honda two wheelers and showroom, dealers have to conduct these kinds of surveys periodically.

Keywords

Customer Attitude, Dealer, Satisfaction, Service, Two Wheeler.

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