IJSR - International Journal of Scientific Research

P.Chitrapushpa; Dr.P.Palanivelu

Volume : II, Issue : X, October - 2013

An Empirical Analysis on Consumer Behaviour Towards Replacement of Select Home Appliances in Coimbatore City

P. Chitrapushpa, Dr. P. Palanivelu

Abstract :

The fast pace of new Product Development and great market competition, existing technologies often become outdated very quickly and prematurely. The present study examines the reasons and factors that influence the replacement of home appliances. A questionnaire was used to elicit responses from 577 respondents who had replaced either one of their refrigerators, washing machines and air conditioners in Coimbatore city. The demographic profile of the replacers, reasons for replacement, factors influencing the replacement, and post purchase satisfaction are ascertained and analyzed in this paper. Hypothesis framed for the study was analyzed with the help of the Friedman rank test, Chi–square test and Factor analysis. The results of the study revealed that majority of 87.00 % respondents had replaced their washing machines, next to that 72.44% had replaced their refrigerators and only 11.09% respondents had replaced their air conditioners. This study also revealed that in case of refrigerators and washing machines majority of the respondents replaced when they had excess disposal of income. Air conditioners was replaced when offers available. Features, Appearance, Energy efficiency, reliability and Value for money, were some basic core product features that were found to be important in influencing the replacement of refrigerators, washing machines and air conditioners. Majority of the respondents were not satisfied with their replacement of select home appliances.