IMR JAN 2013 - Indira Institutes

Changing Consumer Attitudes Among WomenHousewives respectively of the samplepopulation were employed in Govt. / Pvt.Sector. The average annual income of 5.82%of the HHs were in the range of Rs. 16-20Lakh, while the annual income of 60.1% ofthe households were in the range Rs. 12-16Lakhs and for the HHs with the annualincome of Rs. 8-12 Lakhs was 25.46 percent;the annual income of Rs.4-8Lakhsaccounted for 5.54%HHs and the lowestincome bracket of less than Rs. 4Lakhs were3.08% of the Sample HHs. In 79.67%households, wives made the lead decisionson the purchase of goods for family and selfhelp (no servant) has been practiced in thekitchens of 61% of households, usuallyworking housewives. The average age ofperson handling White good durables likeRefrigerator/MWO/Induction cooktop / LPGHob/Grinder-Mixer-Juicer ranged between24-50 years (82.67%) with mostly twice aday cooking schedule (71%) . The surveyedsample population covered 82.67%as Keralaresident and 12.67% were South Indian(non-Keralite) with 4.67% accounting forNorth Indians residing in Kochi. InvariablyRefrigerator, MWO, LPG Cook Stove, WetGrinder/Mixer/Induction Cooktop / OTG arecurrently used per almost all middle classhouseholds sampled. The major problemsfaced in kitchenware durables were partsfailure (39.33%), subsequent wear & Tear(29.67%) and handling damage (24%). 60%of the sample population opined that timesaving is the striking advantage while44.67% indicated fuel saving and 19.33%opted for ease of cleaning / operation.Regarding attributes influencing newpurchase of Kitchen durables based onproduct attributes, 12numbers of salientattributes were identified as- Productquality/technology / performance(23%),aftersales service quality / Warrantee(13%), Economy-energy saving inoperation(11%),Automatic uniquefeatures(9%),Brand reputation(8%),Design/style/color/appearance/statussymbol(7%),availability(6%), Convenienceof handling/user friendly/sizing/ease ofcleaning& use(6%), Price(5%), Pastexperience(4%), Safety of operation(4%) andpayment terms/discounts/patronagebenefits(4%).In general, for the body careFMCG , the 12 numbers of salient attributeswere reported as-Premium quality, Brandcredibility, Value for money ,innovativetechnology, safety/body friendliness/medical endorsement, availability, patronagebenefits -benefits/coupons/offers/gifts forbulk or regular purchases/revolving monthlycredit /free extra quantity enjoyed withretailor (POP),packaging attractiveness forconvenient weight/Lot size, Validity forusage/shelf life expiry dates,taste/flavor/Aroma/texture-smoothnessstrength - efficacy, Peer / Social conformityand price. Umpteen OEM/ brands exist in thedurables segment like LG,IFB, SAMSUNG,WHIRLPOOL, ELECTROLUX, GODREJ, ONIDA,PRESTIGE, PANASONIC, PHILIPS, as also inthe in body care FMCG major manufacturerslike P&G, HUL, GODREJ, Jyothi Labs, TTK,Reckitt Colman, Colgate Palmolive etc havemajor brands in soaps, toothpaste, powder,spray, creams, Shampoo, hair oil, cleaners likeLUX, DETTOL, HAMAM, EMAMI, COLGATE,HEAD &SHOULDERS, CLOSEUP.., often withinthe affordable price range for all segments ofMC population. Eighty-seven percent of therespondents/households indicated that theirpurchase style is dominated by reason(rational motive) weighting the merits/demerits and the Cost-Benefit ratio ondurable products purchase.The frequency ofrepeat purchase of durables was an average38 Indira Management Review - Jan 2013