RESEARCH REPORT

ANALYSIS OF CONSUMER BEHAVIOUR – WASHING MACHINE

Submitted to: Submitted By:

Prof. Joe Arun, SJ 1. G DEEPAK KUMAR P08016

2. MAYUR J RAJANI P08043

3. SURESH CHALLANI P08074

4. VARDHAMAN G P08082
 CONTENT Page No:
I. PROFILE – DEFINITION 1
II. HISTORY 1
III. CURRENT TRENDS 2

IV. INDUSTRY ANALYSIS 3

V. RESEARCH METHODOLOGY 4
VI. CONSUMERS ANALYSIS 5
VII. CONCLUSION 13
VIII. QUESTIONNAIRE MODEL 14
I. PROFILE OF THE PRODUCT
Definition:

A washing machine or washer is a machine designed to wash laundry, such as clothing, towels and
sheets. The term is mostly applied only to machines that use water as the primary cleaning solution,
as opposed to dry cleaning (which uses alternative cleaning fluids, and is performed by specialist
businesses) or even ultrasonic cleaners.

II. HISTORY

To clean clothing it is necessary to rub and flex the cloth to break apart solids and help the soap
penetrate. At first this was done by pounding or rubbing the clothing with rocks in a river, and later
developed into the corrugated wash board. In Roman times a person would whiten clothing by
rubbing it against a rock while letting soap lay on it. The soap was made of animal fat.

Clothes washer technology developed as a way to reduce the drudgery of this scrubbing and rubbing
process by providing an open basin or sealed container with paddles or fingers to automatically
agitate the clothing. The earliest machines were often hand-operated. As electricity was not
commonly available until at least 1930, these early machines were often operated by a low-speed
single-cylinder hit and miss gasoline engine.

Because water usually had to be heated on a fire for washing, the warm soapy water was precious
and would be reused over and over, first to wash the least soiled clothing, then to wash
progressively dirtier clothing. While the earliest machines were constructed from wood, later
machines made of metal permitted a fire to burn below the washtub, to keep the water warm
throughout the day's washing.

Removal of soap and water from the clothing after washing was originally a separate process. The
soaking wet clothing would be formed into a roll and twisted by hand to extract water. To help
reduce this labour, the wringer/mangle was developed, which uses two rollers under spring tension
to squeeze water out of the clothing. Each piece of clothing would be fed through the wringer
separately. The first wringers were hand-operated, but were eventually included as a powered
attachment above the washer tub. The wringer would be swung over the wash tub so that extracted
wash water would fall back into the tub to be reused for the next wash load.

The modern process of water removal by spinning did not come into use until electric motors were
developed. Spinning requires a constant high-speed power source, and was originally done in a
separate device known as an extractor. A load of washed clothing would be transferred from the
wash tub to the extractor basket, and the water spun out.[1] These early extractors were often
dangerous to use since unevenly distributed loads would cause the machine to shake violently.
Many efforts have been made to counteract the shaking of unstable loads, first by mounting the
spinning basket on a free-floating shock-absorbing frame to absorb minor imbalances, and a bump
switch to detect severe movement and stop the machine so that the load can be manually
 redistributed. Many modern machines are equipped with a sealed ring of liquid that works to
counteract any imbalances.

III. CURRENT TRENDS

The current trends in the industry has been more towards the use of semi automatic washing
machines. People have been still preferring the conventional washing machines due to cost, usage
structure and consumption patterns.

Current Trends
Semi Automatic Fully Automatic

34%

66%

But lately the current trend is been changing with more numbers of consumers opting for a fully
automatic washing machines, the trends shifts due to increase in number of working class people and
the composition of work timings.
 IV. INDUSTRY ANALYSIS

India has an increasingly affluent middle class population that on the back of rapid economic growth
has made the country’s home appliances industry highly dynamic. The industry has been witnessing
significant growth in recent years due to several factors, including the retail boom, growing
disposable incomes and availability of easy finance schemes.

The Indian washing machines market is on a high growth trajectory with an overall growth of 38
percent in 2009 – 2010. This is a major increase from the 25 percent last year. The total market of
washing machines industry, in 2009-10 was 3.8 million units which is a remarkable growth from the
last year’s 2.75 million units.

Market Share of Major Brands

SALES [UNITS]
6%
4%
4% LG - 1100000
29% SAMSUNG - 710000
7% VIDEOCON - 600000
WHRILPOOL - 598000
GODREJ - 250000
IFB - 160000
ONIDA - 150000
16%
OTHERS - 232000

19%
16%

LG Electronic stands a clear market leader with a sale of over 11 lakhs units p.a. Followed by
Samsung, Videocon and Whirlpool.
Industry Growth

Industry Growth
40
35
30
25
20
15
10
5
0
2008 - 09 2009 - 10

The washing machine industry is been growing at a rate of nearly 10%, this clearly indicates the
demand for the product and the customers acceptability. The Industry growth for the current
year is projected at around 50%.

V. Research Methodology

We have used the Survey (Questionnaire) method to analyse the buying behaviour of consumer
towards washing machine.

A questionnaire is a research instrument consisting of a series of questions and other prompts for
the purpose of gathering information from respondents. Although they are often designed for
statistical analysis of the responses, this is not always the case.
 VI. Analysis

1. Usage Structure

Usage Structure

27%
It’s easy to use
No time to wash clothes
43% manually
Saves wages paid to
domestic help

30%

This indicates that the no. of people using washing machines is because of the its
convenience and the shortage of time.

2. Buying Attribute

Buying Influence
18
16
14
12
10
8
6
4
2
0
Price Quality Service Brand Name Off Sale
 This show the typical market structure, where Price dominates an very important role in
influencing the buying decision

3. Influence in Buying Decisions

People involved in Buying Decision

Entire Family

Husband and Wife

Wife

Husband

0 2 4 6 8 10 12
Axis Title

4. Preferred Place of Purchase

Place where Washing Machine bought

33%
Company showroom
Shopping Malls
53% Exhibitions
MBO's
7% 7%
People have mostly preferred Individual brand showrooms or Multibrand outlets. The
preference of MBO’s is due to its ability to compare many brands at a single place.

5. Brand Analysis

Brands
IFB VIDEOCON
10% LG
10% 37%

WHIRLPOOL
17%
SAMSUNG
27%

This chart indicates that LG is the most purchased brand of washing machines followed by
Samsung.

6. Usage Models

Usage Models
0.14

0.12
12%
0.1
10%
0.08
8%
0.06

0.04

0.02
0%
0
Fully automatic – Top Fully automatic – Semi Automatic – Top Semi automatic –
loading Front loading loading Front Loading
 The trends indicates that more people are using Fully automated models than the
conventional models.

7. Capacity of Washing Machines Bought

Capacity - Bought
17
18
16
14
12
10
8 6
5
6
4 2
2 0 0
0
5 kg 6 kg 7 kg 8 kg 9 kg 10 kg

The average consumption capacity has been 6 kg, irrespective of the family size.

8. Price Patterns

Price Range
3%
10%
3%
Rs. 5000 – 7500
Rs. 7500 – 10000
Rs. 10000 – 12500
Rs. 12500 – 15000
> Rs. 15000
50%
33%
 Consumers have preferred washing machines in the price category of below `12500/-

9. Frequency of Servicing

Frequency for Servicing

Newly purchased my machine 7

Never serviced 5

More than one year 18

Once in a year 0

Every 6 months 0

0 2 4 6 8 10 12 14 16 18 20

Washing machines require less servicing , and this indicates that when it comes service
attribute it does not create much influence in the buying behaviour of consumers

10. Product Awareness

 Medium for Product Awareness

Sale Campaigns 3

Word of mouth 6

News paper 3

TV Ad 18

0 2 4 6 8 10 12 14 16 18

TV ad’s are the most popular quantum of product awareness among consumers

11. Problems in Using Washing Machines

8 Cannot wash all types of

clothes

Some stains cannot be

removed
17
Usage of excess water
5
Electricity Consumption
1

Washing machines have it its own restriction, it cannot be used to wash all type of clothes
and also consumption of electricity is more.

12. Washing – A simplified Process ?

 35
30
30

25

20

15

10

5
0
0
Yes No

The washing machines has simplified the washing process. With today working group where
time is always a constraint, the usage of washing machines has been a great bonus for the
consumers.

Consumer Profile Analysis - Respondents

1. Age Profile

Age Group of Respondents

16 15
14
12
12
10
8
6
4
2
2 1
0
20-30 30-40 40-50 > 50

2. Profession
 Profession of the Respondents
3

House maker
6
Businesswoman
Managerial job
Student
21 Retired

3. Marital Status

Marital Status of the Respondents

30

30
25
20
15
10 0
5
0
Single Married

4. Family Size
 No. of members in the family
16 15
14
12
10
10
8
6 5
4
2
0
0
1 to 2 3 to 4 5 to 6 >6

VII. CONCLUSION

 Respondents find that washing machine is the only solution for their problem arising out of
washing clothes; be it the ease of washing clothes; be it saving time or be it the rising salary of
domestic helper
 LG and Samsung are the favorite brands of housewife, whereas as IFB is the choice of working
women
 Most of the respondents consider the price of washing machine when it comes to the attribute
of the washing machine and hence they prefer washing machines with lesser capacity as they
are cheaper as compared to the heaver counterparts
 Most of the respondents are attracted by the television commercials and hence they go the
company showroom as they are clearly certain of which brand they want to buy
 Even families with more number of members prefer washing machine of lesser capacity as they
are concerned about the price
 Most of the respondents are satisfied the durability of the washing machines
 Respondents always buy the latest technology available in the market which is fully automatic
 A working woman is independent and does not depend on his husband to decide when and
which washing machine to buy
 When it comes to housewife’s, their husband play a major role in purchase decision

VIII. QUESTIONNAIRE MODEL

QUESTIONNAIRE – USAGE PATTERN OF WASHING MACHINE

1) Do you use a washing machine?

o Yes
o No
If yes, go to Question# 3
If No, go to Question# 2

2) If No, why you do not use a Washing machine?

o I Cannot afford it
o I Think it’s complicated to use a washing machine
o I think clothes do not get properly cleaned in a washing machine
Go to Question# 14, Ignore questions 3-13

3) Why do you use a washing machine?

o It’s easy to use
o No time to wash clothes
 o Saves wages paid to domestic help

4) Which brand of washing machine do you use? (Please tick)

o LG
o SAMSUNG
o WHIRLPOOL
o IFB
o VIDEOCON
o GODREJ
o ONIDA
o OTHERS: Please Specify: __________________

5) What majorly influenced you to buy this particular brand?

o Price
o Quality
o Service
o Brand Name
o Off Sale

6) Who among the following people was involve in purchase decision making?
o Husband
o Wife
o Husband and Wife
o Entire Family
7) From where did you buy your washing machine?
o Company showroom
o Shopping Malls
o Exhibitions
o Electronic Showroom

8) What type of washing machine do you use?

o Fully automatic – Top loading
o Fully automatic – Front loading
o Semi Automatic – Top loading
o Semi automatic – Front Loading

9) What is the capacity of your Washing machine?

o 5 kg
o 6kg
 o 7 kg
o 8 kg
o 9 kg
o 10 kg

10) What is the price of your washing machine brand?

o 5000 – 7500
o 7500 – 10000
o 10000 – 12500
o 12500 – 15000
o > 15000

11) How often do you find a need for servicing your washing machine?
o Every 6 months
o Once in a year
o More than one year
o Never serviced my washing machine in lifetime
o Newly purchased my machine

12) You came to know / buy this product

o TV Ad
o News paper
o Word of mouth
o Hoardings

13) What is the difficulty in using Washing machine

o Cannot wash all types of clothes
o Some stains cannot be removed
o Affects the quality of the cloth
o Electricity Consumption

14) Do you think that washing machine has simplified your washing process?
o Yes
o No

15) Are you satisfied with the following attributes of the brand?
a) Price
 Yes
 No
b) Quality
  Yes
 No
c) Brand value
 Yes
 No
d) After sales service
 Yes
 No
 N/A

16) Age:
o 20-30
o 30-40
o 40-50
o More than 50

17) Profession:
o House maker
o Businesswoman
o Managerial job
o Student
o Retired

18) Marital Status:

o Single
o Married

19) No. Of members in family:

o 1-2
o 3-4
o 4-6
o More than 6