Impact of Socio-economic Factors on Consumer Preference in Selected Brands of Refrigerators with Reference to Coimbatore City

Over the last a few years many of companies have greatly improved their performances and the graph of growth through superior sales promotion services. Today many companies are building on these foundations and are tuning their products in home appliances segment into a formidable competitive weapon. Sales Promotion services have become a subject of huge interest in recent years. India being the Second largest growing economy with huge consumer class has resulted in consumer durables. The rising income levels, double-income families and consumer awareness are the main growth drivers for the industries. Invariably the present corporate world faces three major challenges and opportunities namely.Globalization, Technology advancements and Deregulation. Similarly, the Marketers reach their markets through adopting various channels in communication, distribution and selling. They always face competitions from actual and potential rival offerings and substitutes. Keeping these focal points with regard to Refrigerators manufacturing industries, this present study has been attempted by the researcher as how marketing is typically seen as the task of creating, promoting and delivering goods and services to consumers and businesses. Commerce Introduction The consumers strictly expect for appropriate goods and services at reasonable prices. This behavior holds the consumers to search for products and services offered for sale in the varied markets. As the Consumer Behavior is not always constant, the researches always go behind the consumers and also in advance to study the changing behavior of consumers. The facts of consumer preferences and encompasses all the behaviors that consumers display in searching for purchasing, using, evaluating and disposing of products and services that they expect would satisfy their need. This study is used to select, secure, use, and dispose of products, services, experiences, ideas to satisfy needs and the impacts that these processes have on the consumers and society. Consumer behavior includes the expectations, uses and disposal of products towards purchases of articles. Based on these, this present research has been planned by the researcher to study the Impact of Socio-economic factors on Consumer Preference in selected brands of Refrigerators with reference to Coimbatore City”. Scope of the Study This research is made to know about the various brands of Refrigerators and how the preferences of consumers over the brands and its after sales service. The study is confined to Coimbatore city only. Objectives of the Study 1) To study the brand awareness of Refrigerators among the residents of Coimbatore City. 2) To examine the Preference of consumers over Select Brands of Refrigerators. 3) To analyze the factors influencing the purchase of Refrigerators 4) To offer suggestions based on the results of the study. Limitations of the Study Although sincere efforts have been made to collect the maximum information from the respondents, this research is subject to following limitations. 1) The study is made in Coimbatore city only. 2) Only 150 respondents have been taken for the study. 3) The select brands have alone been considered for the study. Analysis and Interpretation Distribution of the sample respondents Table A S.No Gender No. of Respondents % 1. Male 50 33.33


Introduction
The consumers strictly expect for appropriate goods and services at reasonable prices. This behavior holds the consumers to search for products and services offered for sale in the varied markets. As the Consumer Behavior is not always constant, the researches always go behind the consumers and also in advance to study the changing behavior of consumers.
The facts of consumer preferences and encompasses all the behaviors that consumers display in searching for purchasing, using, evaluating and disposing of products and services that they expect would satisfy their need. This study is used to select, secure, use, and dispose of products, services, experiences, ideas to satisfy needs and the impacts that these processes have on the consumers and society. Consumer behavior includes the expectations, uses and disposal of products towards purchases of articles. Based on these, this present research has been planned by the researcher to study the Impact of Socio-economic factors on Consumer Preference in selected brands of Refrigerators with reference to Coimbatore City".

Scope of the Study
This research is made to know about the various brands of Refrigerators and how the preferences of consumers over the brands and its after sales service. The study is confined to Coimbatore city only.
Objectives of the Study 1) To study the brand awareness of Refrigerators among the residents of Coimbatore City. 2) To examine the Preference of consumers over Select Brands of Refrigerators. 3) To analyze the factors influencing the purchase of Refrigerators 4) To offer suggestions based on the results of the study.

Limitations of the Study
Although sincere efforts have been made to collect the maximum information from the respondents, this research is subject to following limitations.
1) The study is made in Coimbatore city only. 2) Only 150 respondents have been taken for the study.
3) The select brands have alone been considered for the study.

Analysis and Interpretation
Distribution of the sample respondents  Source: Survey Data The above Table B shows that out of 150 respondents, 9.3% of the respondents are upto 25 yrs, 40% of the respondents are 25-35 yrs, 33.33% of the respondents are 35-45 yrs, 17.33% of the respondents are 45 and above. Source: Survey Data The above   Source: Survey Data The above Table E shows that out of 150 respondents, 80% of the respondents are married, 20% of the respondents are Unmarried. LG 60 40 Total 150 100 Source: Survey Data The above Table F shows that out of 150 respondents, 33.33% of the respondents are Whirlpool, 26.67% of the respondents are Videocon, 40% of the respondents are LG. 3.
LG Advertisement 1 2 -1 1 ∑d²= 6 Source: Calculate Data ƿ = 1-6∑d²/n(n²-1) The correlation value is -0.08. it shows the negative relationship. So it is clear that there is no relationship between Brand Name and Buying decision. The correlation value is -1.09. it shows the negative relationship. So it is clear that there is no relationship between Brand Name and purchase of refrigerator.

Findings, Suggestions and Conclusion
Findings 1) Majority of the respondents are Female.
2) Majority of the respondents belong to the age group of 25-35 years. 3) Majority of the respondents are House wife, prefer to purchase of refrigerators. 4) Majority of the respondents are completed Graduation level. 5) Majority of the respondents are married. 6) Majority of the respondents are purchasing the LG Refrigerator. 7) There is no relationship between Brand Name and Buying decision.There is no relationship between Brand Name and purchase of refrigerator Suggestions 1) The companies should work on promotional efforts to increase the awareness of the consumers. 2) The Company should send their representatives to contact personally the customers to avoid any communication gaps.
3) The Company should give more attention to all the segments. 4) The companies should come up with some attractive schemes to attract more & more customers. 5) Proper advertisement should be given in order to remind the customers about their schemes and other benefits. People generally consider price while purchasing refrigerators, hence the company should consider the same.

Conclusion
The researcher has studied about different products & services of Whirpool, Videocon, LG Ltd. A home appliance plays a vital role in kitchen. The most important advantage of home appliances of refrigerator is preservative of food, vegetables and all items. But one of its major demerits is not good for health. The modern life to use of refrigerator is increasing and which plays an important role in day to day life. There are many companies involved in manufacturing refrigerator all over the country. Since the companies have remained on the leading edge by providing products of high quality that create new values at a reasonable price for customers' satisfaction. Hence this study is useful to the readers to gain knowledge regarding awareness of home appliances.