4th Semester Project

PROJECT REPORTON

“IMPACT OF AFTER SALES SERVICE ON CONSUMER BUYING BEHVIOUR WITH REFERENCE TO ELECTRONIC GOODS”

Submitted to

Rashtrasant Tukadoji Maharaj Nagpur University for Partial Fulfillment of the Degree of Master in Business Administration

(MBA)”

Submitted by:Mr. Mayur M. Hawaldar

Guide:

Dr. Aniruddha Akarte

Datta Meghe Institute of Management Studies,

Atrey Layout, Nagpur

2014

1

DATTA MEGHE INSTITUTE OF MANAGEMENT

STUDIES, NAGPUR

CERTIFICATE

This is to certify that investigation described in this project

entitled, “Impact of After Sales Service Consumer Buying Behaviour with

Reference to Electronic Goods” was carried out by Mr. Mayur Hawaldar

in Datta Meghe Institute of Management Studies, Nagpur under my

supervision and guidance in partial fulfillment of the requirement for the

degree of Master of Business Administration of R.T.M. Nagpur

University, Nagpur.

This work is the own work of the candidate, complete in all

respects and is of sufficiently high standard to warrant its submission to

the said degree. The assistance and resources used for this work are

duly acknowledged.

Dr. Aniruddha Akarte Dr. Sujit Metre (Supervisor) (Director)

2

DATTA MEGHE INSTITUTE OF MANAGEMENT

STUDIES, NAGPUR

DECLARATION

I hereby declare that this project titled “Impact of After Sale Services on

Consumer Buying Behaivour with Reference to Electronic Goods” is bonafide

and authentic record of work done by me under supervision of Dr. Aniruddha

Akarte during academic session 2013-14.

The work presented here is not duplicated from any other source & also not

submitted earlier for any other degree/diploma to any university. I understand that

any such duplication is liable to be punished in accordance with the university

rules.

The source material, data used in this research study have been duly

acknowledged.

Date:

Place:

3

ACKNOWLEDGEMENTS

These is my privilege to express deepest sense of gratitude and in debt sense to my

Supervisor Dr. Aniruddha Akarte for his invaluable Supervision, unending support, constant

encouragement, keep interest, helpfulness and constructive criticism. All this provided us the

needed moral and confidence to carry out this project.

I am honorably thankful to Dr. Sujit Metre, Director, DMIMS, Nagpur for making us all

facilities available.

I am also thankful to all other faculty members of DAIMSR for their help during my

project work.

I take pleasure in expressing heartiest thanks to my parents, colleagues and classmates for

their moral support and helpfulness through my project work. I am also thankful to my other

friends excluding DMIMS, for giving me full support in my project work.

Mayur M. Hawaldar

(Name of the Student)

4

CHAPTERIZATION

CHAPTER NO. CHAPTER NAME Page No.

1. Introduction 6

2. A Conceptual Framework 11

3. Literature Review 13

4. Research Methodology 17

5. Data Analysis & Interpretation 21

6. Conclusion And Suggestions 49

7. Future Research 50

Bibliography/References 52

Student’s Name & signature

Mayur Hawaldar

Guide’s Name & Signature: Co-Guide’s Name Signature: Dr. Aniruddha Akarte

Date –

Place- Nagpur

5

CHAPTER- I

INTRODUCTION

6

Introduction of Consumer Buying Behaviour

Consumer behaviour has been always of great interest to marketers. The knowledge of

consumer behavior helps the marketer to understand how consumers think, feel and select from

alternatives like products, brands and the like and how the consumers are influenced by their

environment, the reference groups, family, and salespersons and so on. A consumer buying

behavior is influenced by cultural, social, personal and psychological factors. Most of these

factors are uncontrollable and beyond the hands of marketers but they have to be considered

while trying to understand the complex behavior of the consumers. Consumer is the study “of the

processes involved when individuals or groups select, purchase, use, or dispose of products,

services, ideas, or experiences to satisfy needs and desires” (Solomon 1995, 7). In the marketing

context, the term „consumer ‟ refers not only to the act of purchase itself, but also to patterns of

aggregate buying which include pre-purchase and post-purchase activities. Pre-purchase activity

might consist of the growing awareness of a need or want, and a search for and evaluation of

information about the products and brands that might satisfy it. Post-purchase activities include

the evaluation of the purchased item in use and the reduction of any anxiety which accompanies

the purchase of expensive and infrequently-bought items. Each of these has implications for

purchase and repurchase and they are amenable in differing degrees to marketer influence

(Foxall 1987). Engel, et al. (1986, 5) define consumer behaviour as “those acts of individuals

directly involved in obtaining, using, and disposing of economic goods and services, including

the decision processes that precede and determine these acts”. Simple observation provides

limited insight into the complex nature of consumer choice and researchers have increasingly

sought the more sophisticated concepts and methods of investigation provided by behavioural

sciences in order to understand, predict, and possibly control consumer behaviour more

effectively.

7

Introduction of After Sales Service

The importance of after sales service has been recognized by durable goods manufacturers.

Firms offering durable goods are necessarily offering after sales services. In developed countries

more emphasize placed on after sales services, because after sales service not only proving

competitive advantage and helps in brand positioning but also contributes significantly in profit

generation. Customers are very sensitive in their purchase decision, especially in durable goods.

Due to growing complexities in business-to-business products, the relationship between a seller

and a buyer usually never ends after the purchase transaction. Customers buy augmented

products, expecting bundle of values that come with the product which will satisfy the buyer.

Thus, integrating services into the core offerings in industries has taken crucial importance.

Especially, after-sales service is considered a tool for enhancing a valuable advantage for the

customer as well as it is a business opportunity for the company.

After-sales services have proven to be of importance, and a strategic after-sales framework is

necessary. Three major activities that play a crucial role within the after-sales services in the

industry are field technical assistance, spare parts distribution and customer care. However,

intensive studies regarding after-sales in a specific industry are lacking. This thesis focuses on

the Swedish heavy equipment machinery industry organizations of different sizes and thus, the

purpose of this study is to investigate the major activities of after-sales service focusing on

customer relationship among three classified sizes of after-sales service providers.

8

Introduction of Electronic Goods

Electronic Goods are electronic equipment intended for everyday use, most often

in entertainment, communications and office productivity.

The Electronics Industry in India took off around 1965 with an orientation towards space and

defence technologies. This was rigidly controlled and initiated by the government. This was

followed by developments in consumer electronics mainly with transistor radios, Black & White

TV, Calculators and other audio products. Colour Televisions soon followed. In 1982-a

significant year in the history of television in India - the government allowed thousands of colour

TV sets to be imported into the country to coincide with the broadcast of Asian Games in New

Delhi. 1985 saw the advent of Computers and Telephone exchanges, which were succeeded by

Digital Exchanges in 1988. The period between 1984 and 1990 was the golden period for

electronics during which the industry witnessed continuous and rapid growth.

The output of the Electronic Industry in India is worth Rs. 340 Billion at present.

India is also an exporter of a vast range of electronic components and products for the following

segments

• Display technologies

• Entertainment electronics

• Optical Storage devices

• Passive components

• Electromechanical components

• Telecom equipment

• Transmission & Signaling equipment

• Semiconductor designing

• Electronic Manufacturing Services (EMS)

9

10

CHAPTER- IIA CONCEPTUAL FRAMEWORK

11

A Conceptual Framework

This study aims at investigating to know buyer behaviour towards after sales service of

electronics goods. The study is majorly based on the primary data collected through buyer of

electronic goods through questionnaire.

All the statistical calculations have been performed with the help of percentage analysis.

1. To understand the behaviour of the buyer influenced by after sales service of electronic

goods.

2. To evaluate the customer preference for the product with respect to after sales service.

3. To know the influence of consumer behaviour on the growth of electronic goods.

12

CHAPTER-IIILITERATURE REVIEW

13

Literature Review

Hawkins, Best, Coney and Mokherjee in their study they have discussed various factors

affecting consumer behaviour for buying such as demographic and social influences (family and

household), group influence, impact of advertising and internal influences (learning, perception,

attitude etc.). They have also made clear the topics such as types of consumer decisions,

purchase involvement and product involvement. They have given emphasized on information

search process and various ways for providing relevant information to the consumers are

recommended in their study.

Leslie Lazar and Schiffman in their study authors suggested consumer behaviour as individual

differs as from group. The family decision for a purchase decision is entirely different from

individual decision making. The authors discussed various variables that affect consumer

purchase decision. The authors focused on family life cycle and various needs of consumer

during different life stages. The family decision making process as a group decision making is

elaborated and it is recommended to segment the market according to family need hierarchy.

Bitta and Della in their study they have proposed that consumer behaviour studies play an

important role in deciding marketing segments and marketing strategies. The authors

recommended that consumer is often studied because certain discussions are significantly

affected by their behaviour or expected actions.

Karunik and Schiffman in their study they have proposed dynamic business environment is

turbulent as never before and the service industry as promising as never before. In this era of

intense competition companies understand the customer is the king in the market and success

depends a lot on the efficiency of the managers in delivering the promised product or services.

The responsibility lies on the organisations to develop a culture, ethics, responsibility, value and

quality services should be offered to achieve higher level of customer satisfaction. Dynamic

consumer behaviour is required to analyse various factors affecting consumer purchase decision

directly or indirectly.

14

Batra & Kazmi in their study they have suggested consumer decision making process, buyers

black box and importance of consumer behaviour studies for marketers in order to understand

what satisfy the ultimate consumer. Young buyers, women and children considered as uprising

consumer groups as a part of competitive market situations.

Armistead and Clark investigate the after sales support strategy relation with customer

satisfaction. They studied five consumer and capital goods manufacturers. Results show that

there are strong links between production, design, and after sales service strategy. After sales

service is an important means for differentiating brands rather it increases customer loyalty and

retention. It is suggested that firms should evaluate the significance and the strategic role that

after sales services can play in differentiating and developing market competitive positions.

Ehinlanwo and Zairi examine the best practices of after sales service in four major automobile

firms of Germany that are Ford, Toyota, Nissan, and Fiat. They sent open ended and close ended

questionnaires in these four companies. It is concluded that the after sales service represents a

source of profit, customer satisfaction and is a source of product differentiation. They

recommended that car producers must re-engineer their process in providing after sales service

by making truly changes in their policies.

Rosen and Surprenant study whether after sales service is enough for the long term relationship

with the customers. They selected two different industries, one was providing sophisticated

equipment to business customers and the other one was a large consumer electronic manufacture

in AmericaResults show that companies are focusing more towards providing the additional

services to gain competitive advantage with good communication and flexibility. It is suggested

that there is a need firms should understand to retain long term and satisfying relationship with

the customers, that besides providing quality after sales services, communication with the

customers, flexibility in the relation and planning is also important.

15

Saccani, Songini, and Gaiardelli empirically investigates the role of after sales service in the

consumer electronics, IT, house hold appliances, and automobile industry. They studied 48 firms

in these industries located in Italy as their sample. The technique used is exploratory in which

they went through detailed and less detailed case studies and interviews with the mangers to

identify cross firm and cross industry differences. Analysis was done with the help of a detailed

questionnaire. Results show that after sales service provides a base for improving company

image, customer satisfaction and retention. They suggested that companies should develop a

strategic approach in delivering after sales services, moreover cross-functional and cross

organizational feedback systems should be develop to respond adequately to competitive

challenges.

Rigopoulou examine the consequences of after sales service on customer satisfaction such as

repurchase intention and how products promotes through word of mouth if they are content with

the company’s brand in the electronic market of Greece. Data was collected though close ended

questionnaire which were administered through telephone interviews from 420 respondents in

Greece. They considered installation, delivery, customer satisfaction, re-purchase intention and

word of mouth as variables. They used path analysis to draw results, which show that after sales

service has significant and positive impact on customer satisfaction which in turn positively

impacts buying behavior of the consumers. They suggest that services marketing managers

should understand the impact of after sales service on customer satisfaction and behavioral

intentions.

Shaharudin examined the factors of after sales service which affects customer satisfaction in the

electronic market of Malaysia. It is recommended that companies should focus on improving

after sales service management, moreover there should be sophisticated software, and enough

back up inventory, response time should be reduced, staff should be trained and continuous

improvements in functional activities to produce high quality products to keep the customer

satisfied.

16

CHAPTER- IVRESEARCH METHODOLOGY

17

Research Methodology

Methodology is defined as, “the systematic, objective and exhaustive search for the study of facts

relevant to any problem of any field". Methodology may be described as a method of getting

facts to be used by executive in formulation of policies and plans. It can also be defined as the

systematic gathering. It is a systematic search for the information. It involves data collection, its

analysis and interpretation. Research cannot draw decision, but it helps the researcher in the task

of decision making. A successful researcher will never depend upon guesswork. He looks for

more accurate information through research methodology.

THE SCOPE OF RESEARCH METHODOLOGY

The main idea behind the every marketing research is to know more about the consumers,

dealers and the product. As the business grows the distance between the manufacturers and the

consumers also widens. The management depends upon marketing research as a tool in solving

the marketing problems. It helps in taking a fruitful and efficient decision as to the flow of goods

and services in the hands of the consumers.

Marketing research has steadily expended their activities and techniques. Marketing research

activities and the percentage companies carrying on each activity. These activities have benefited

from increasingly sophisticated techniques may research techniques such as a questionnaires

construction and area sampling come along early and more and quickly and widely applied by

marketing researcher; others such as motivation research and mathematical method came in with

prolonged and heated debated among practitioners over their practical usefulness. But they too

settled in the corpus of marketing research methodology.

18

RESEARCH DESIGN

The problem that follows the task of defining the research problem is the prepared of the

research project, are popularly known as "Research Design".

In order to draw various information like how much, what, when, which, why arrangement of

condition are done for collection and analysis of data in systematic manner to combine relevant

information to research purpose with economy is producer. Just as for better economical and

attractive construction of a house wended a blue print prepared by all expert architect. Similarly

we need are search design/plan in advance of dated collection and analysis of project.

The research design includes many relevant questions such as:

1) What is the study about?

2) Why is the study being made?

3) Where will the study be carried out?

4) Conclusions and suggestion!

5) What type of data is required?

Classification of Research Methods

Research methods are broadly classified into 3 types, namely, quantitative method, qualitative

method and mixed method. As per the requirements of the research, suitable method can be used.

Quantitative Research Method

This method takes into account the earlier experiences about the facts from authors and scholars

and it has a theoretical approach of study. Books, journals, articles, book reviews, web pages are

the different resources that are available for data collection in this method.

Qualitative Research Method

This method requires actual interference of humans in order to capture the required data or

information. They opine, this method is based on the actions and behavioral patterns of humans

and as stated earlier, this method needs surveys, interviews and questionnaires in order to collect

the needed information.

19

Data Collection Method:-A) Primary Data: The primary data is collected through questionnaire.

B) Secondary Data: The secondary data is collected through Literature review and journals.

Universe of Study:- Study is conducted in Nagpur City.

Sample Size:- Sample size is 100.

Data Analysis Method:-

Graphical Method.

20

CHAPTER-VDATA ANALYSIS AND

INTERPRETATION

Data Analysis and InterpretationQ. 1. Recently bought Electronic Goods.

21

Name of

goods

Television Refrigerator Washing

Machine

Mobile

Phone

Total

Total No. of

goods bought

20 13 17 50 100

Television Refrigerator Washing Machine Mobile Phone0

10

20

30

40

50

60

2013 17

50

Recently Bought Electronic Goods

Interpretation: From the study of above graph it has been found that 50% of customer recently

purchased the Mobile Phone as compared to other Electronic Goods.

22

Q.2. Name of brand which is preferred most in following Electronic Goods.

A) Refrigerator

Name of

Brand

Whirlpool LG Electrolux Godrej Samsung Total

Refrigerator 8 6 5 4 2 25

Whirlpool LG Electrolux Godrej Samsung0

1

2

3

4

5

6

7

8

9

8

65

4

2

Most Preferred Brand

Refrigerator

Interpretation: From the study of above graph it has been found that 32% of customer preferred

Whirlpool brand in Refrigerator.

23

B) Washing Machine

Name of

Brand

Whirlpool LG Videocon Godrej Samsung Total

Washing

Machine

7 9 3 4 2 25

Whirlpool LG Videocon Godrej Samsung0

1

2

3

4

5

6

7

8

9

10

7

9

34

2


Washing Machine


LG brand in Washing Machine.

24

C) Television

Name of Brand Sony LG Onida Panasonic Samsung Total

Television 8 5 2 4 6 25

Sony LG Onida Panasonic Samsung0

1

2

3

4

5

6

7

8

9

8

5

2

4

6


Television


Sony brand in Television.

25

D) Mobile Phone

Name of

Brand

Samsung Micromax Nokia Sony Apple Total

Mobile

Phone

9 6 5 3 2 25

Samsung Micromax Nokia Sony Apple0

1

2

3

4

5

6

7

8

9

10

9

65

32


Mobile Phone


Samsung brand in Mobile Phone.

26

Q.3. Factor affecting choice of brand for following Electronic Goods.

A) Refrigerator

Factors

Affecting

Price Features Advertising Brand

Name

Total

Refrigerator 7 9 5 4 25

Price Features Advertising Brand Name0

1

2

3

4

5

6

7

8

9

10

7

9

54

Factors Affecting the Choice

Refrigerator

Interpretation: From the study of above graph it has been found that most important factor

considered while making the choice of the Refrigerator is Features with 36% followed by Price.

27

B) Washing Machine

Factors

Affecting

Price Features Advertisin

g

Brand

Name

Total

Washing

Machine

10 8 3 4 25


2

4

6

8

10

12

108

34


Washing Machine


considered while making the choice of the Washing Machine is Price with 40% followed by

Features.

28

C) Television

Factors

Affecting

Price Features Advertisin

g

Brand

Name

Total

Television 8 9 5 3 25

Interpretation: From the study of above graph it has been found most important factor

considered while making the choice of the Television is Features with 36% followed by Price.

29


1

2

3

4

5

6

7

8

9

10

89

5

3


Television

D) Mobile Phone

Factors

Affecting

Price Features Advertising Brand

Name

Total

Mobile Phone 7 11 3 4 25


2

4

6

8

10

12

7

11

34


Mobile Phone

30


considered while making the choice of Mobile Phone is Features with 44% followed by Price.

Q.4. Electronic Goods bought from.

Point of Purchase

Exclusive showroom

Retail Outlet Online Other Total

Total 50 30 15 5 100

Exclusive showroom Retail Outlet Online Other0

10

20

30

40

50

60

50

30

155

Electronic Goods Bought From

Interpretation: From the study of above graph it is found that 50% of customers preferred to

buy Electronic Goods from the Exclusive Showroom.

31

Q5. I Purchase following Electronic Goods because of:-

A) Refrigerator

Parameters Highly

Disagree

Disagree Neutral Agree Highly

Agree

Total

A) After

Sales

Service

0 3 2 10 5 20

B) After

Sales

Service

offer by the

company is

as per the

promise

0 2 4 8 6 20

C)

Information

about after

sales service

is provided

at the time

of the sale

0 0 0 15 5 20

32

D) Service

Provider is

helpful and

Prompt

0 2 2 9 7 20

E) Service

Provider

gives

individual

attention

1 4 2 7 6 20

Highly Disagree Disagree Neutral Agree Highly Agree0

2

4

6

8

10

12

0

32

10

5

A) After Sales Service

Interpretation: From the study of above graph, 75% customers agreed that after sales service

provided has impact on their buying behavior with reference to Refrigerator.

33

1 2 3 4 50

1

2

3

4

5

6

7

8

9

0

2

4

8

6

B) After Sales Service offer by the company is as per the promise

Interpretation: From the study of graph, 70% customers agreed that company provide the after

sales service as per promised which impact their buying behavior with reference to Refrigerator.

1 2 3 4 50

2

4

6

8

10

12

14

16

0 0 0

15

5

C) Information about after sales service is provided at the time of the sale

Interpretation: From the study of above graph, 100% customers agreed that company provide

the information about the after sales service at the time of the sale which impacts their buying

behavior with reference to Refrigerator.

34

Interpretation: From the study of above graph, 80% customers agreed that company is helpful

and prompt in providing after sales service which impacts their buying behavior with reference

to Refrigerator.

1 2 3 4 50

1

2

3

4

5

6

7

8

1

4

2

76

E) Service Provider gives individual attention

35

1 2 3 4 50

1

2

3

4

5

6

7

8

9

10

0

2 2

9

7

D) Service Provider is helpful and Prompt

Interpretation: From the study of above graph, 65% customers agreed that service provider

gives individual attention which impacts their buying behavior with reference to Refrigerator.

B) Washing Machine

Parameters Highly

Disagree


Agree

Total

A) After

Sales

Service

0 1 1 10 8 20

B) After

Sales

Service

offer by the

company is

0 3 2 9 6 20

36

as per the

promise

C)

Information

about after

sales service

is provided

at the time

of the sale

0 0 0 15 5 20

D) Service

Provider is

helpful and

Prompt

0 3 2 8 7 20

E) Service

Provider

gives

individual

attention

1 3 5 7 4 20

37


2

4

6

8

10

12

01 1

108



provided has impact on their buying behavior with reference to Washing Machine.

1 2 3 4 50

1

2

3

4

5

6

7

8

9

10

0

32

9

6



sales service as per promised which impact their buying behavior with reference to Washing

Machine.

38

1 2 3 4 50

2

4

6

8

10

12

14

16

0 0 0

15

5




behavior with reference to Washing Machine.

1 2 3 4 50

1

2

3

4

5

6

7

8

9

0

32

87




to Washing Machine.

39

1 2 3 4 50

1

2

3

4

5

6

7

8

1

3

5

7

4



gives individual attention which impacts their buying behavior with reference to Washing

Machine.

40

C) Television

Parameters Highly

Disagree


Agree

Total

A) After

Sales

Service

0 5 2 10 3 20

B) After

Sales

Service

offer by the

company is

as per the

promise

0 2 1 10 7 20

C)

Information

about after

sales service

is provided

at the time

of the sale

0 0 0 15 5 20

D) Service

Provider is

helpful and

Prompt

0 3 1 13 3 20

E) Service

Provider

gives

individual

1 4 3 10 2 20

41

attention


2

4

6

8

10

12

0

5

2

10

3



provided has impact on their buying behavior with reference to Television.

1 2 3 4 50

2

4

6

8

10

12

02

1

10

7



sales service as per promised which impact their buying behavior with reference to Television.

42

1 2 3 4 50

2

4

6

8

10

12

14

16

0 0 0

15

5




behavior with reference to Television.

1 2 3 4 50

2

4

6

8

10

12

14

0

31

13

3




to Television.

43

1 2 3 4 50

2

4

6

8

10

12

1

43

10

2



gives individual attention which impacts their buying behavior with reference to Television.

44

D) Mobile Phone

Parameters Highly

Disagree


Agree

Total

A) After

Sales

Service

0 3 0 12 5 20

B) After

Sales

Service

offer by the

company is

as per the

promise

0 4 2 9 5 20

C)

Information

about after

sales service

is provided

at the time

of the sale

0 1 0 14 5 20

D) Service

Provider is

helpful and

Prompt

0 6 0 12 2 20

E) Service

Provider

gives

individual

0 5 0 14 1 20

45

attention


2

4

6

8

10

12

14

0

3

0

12

5



provided has impact on their buying behavior with reference to Mobile Phone.

1 2 3 4 50

1

2

3

4

5

6

7

8

9

10

0

4

2

9

5


46


sales service as per promised which impact their buying behavior with reference to Mobile

Phone.

1 2 3 4 50

2

4

6

8

10

12

14

16

0 1 0

14

5




behavior with reference to Mobile Phone.

1 2 3 4 50

2

4

6

8

10

12

14

0

6

0

12

2


47



to Mobile Phone.

1 2 3 4 50

2

4

6

8

10

12

14

16

0

5

0

14

1



gives individual attention which impacts their buying behavior with reference to Mobile Phone.

48

CHAPTER-VICONCLUSION AND SUGGESTION

49

CONCLUSION AND SUGGESTION

CONCLUSION: - From the study it has been found that after sales service has impact on

consumer buying behavior. During the study, various Electronic Goods very taken into

consideration so as to come on to correct conclusion which stated that after sales service has

impact on consumer buying behavior.

SUGGESTION: - Suggestion is that company should bring innovation in providing after

sales service like making the call to the customer after delivery of goods, should take feedback

from the customer after providing the service for further improvement and company should also

bring the scheme like offering the servicing free for once or twice in a year which will bring the

difference in buying patter of customers.

50

CHAPTER-VIIFUTURE RESEARCH

51

FUTURE RESEARCHFuture study will be conducted to know the revolution in the internet service with special

reference to Bharat Sanchar Nigam Limited (BSNL).

52

BIBLIOGRAPHY/REFERENCE

1. Del I Hawkins, Roger J Best,Kenneth A Coney, Amit Mukherjee (2007), Consumer

Behaviour. Tata McGrawhill.

2. Schiff man Lenon G., & Kanuk Leslie Lazar (2006), Consumer Behaviour. Prentice Hall of

India.

3. Loudon David L. & Bitta Albert J. Della., (2004), Consumer Behaviour. Second ed. Mc-

Grawhill.

4. Schiff man Lenon G., & Kanuk Leslie Lazar (2006), Consumer Behaviour. Prentice Hall of

India.

5. Batra, S, K & Kazmi, S.H.H., (2008), Consumer Behavior. Excel Books.

ANNEXURE53

Questionnaire for Customer

Name of Customer: ________________________________Location : ________________________________

1) Tick the recently bought electronic goods. 1) Television 2) Refrigerator 3) Washing machine 4) Mobile

2) Name of brand which is preferred most in following Electronic Goods. A) Refrigerator B) Television C) Washing Machine D) Mobile 3) Where from you usually buy the electronic goods?

1) Exclusive Showroom 2) Retail Outlet 3) Online 4) Other

4) What factor would affect your choice of brand? 1) Price 2) Features 3) Advertising 4) Brand Name I Purchase Following Electronic Goods because of:-A) RefrigeratorB) Washing MachineC) TelevisionD) Mobile

Highly Disagree

1

Disagree

2

Neutral

3

Agree

4

Highly Agree

5

A) After sales serviceB) After sales service offer by

the company is as per the promise


D) Service provider is helpful and prompt

E) Service provider gives individual attention

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THANK YOU!!!!

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Documents

4th Semester Project