A STUDY ON CONSUMER BRAND PREFERENCE TO MODERN KITCHEN APPLIANCES IN TIRUVARUR

Dr. M. Ganesan; Dr. M. K. Durgamani

Volume : VII, Issue : VII, July - 2018

A STUDY ON CONSUMER BRAND PREFERENCE TO MODERN KITCHEN APPLIANCES IN TIRUVARUR

Dr. M. Ganesan, Dr. M. K. Durgamani

Abstract :

Consumer research is essential in enlisting and employing marketing strategies. All the motives of the marketing activities and approaches are only to satisfy the consumers. Marketing in the modern era comprises the functions of sales, distribution, advertising, sales promotion, product planning and market research. Every manufacturer of kitchen appliances should know why consumer purchase as particular appliance or why they do not purchase others. A purchase is the result of many activities. The present study of consumer behaviour with reference to kitchen appliances is aimed at analyzing the role of consumers in the purchase and consumption. Every manufacturer aiming at increasing the sales must understand the behaviour of consumers so that the consumer wishes can be fully satisfied. It is true that the modern marketing starts and ends with consumers. Therefore it is necessary to know about the opinion of the consumers for survival and development. The potential consumers are ready to purchase a new product if the product is suitable to their expectations, even though their and loyalty is very high and are price sensitive. Therefore the kitchen appliances market in the study area is very active and the consumers are very much interested in having kitchen appliances like refrigerator, mixies, microwave oven etc., There is adequate market demand for home appliances and the potential consumers are well aware of the necessity of such products. They want a new product at a cheaper price. Less priced and less noised technology are the ultimate requirements of the potential buyers. While launching a product it would be better for the company to follow penetration pricing policy to penetrate the market since potential buyers are price sensitive. As far as product technology is concerned it would be better for the company to follow ‘trading down’ policy so that lower income group can be covered to the maximum extent.