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International Journal of Marketing & Financial Management, Volume 5, Issue 4, Apr-2017, pp 42-53
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Cite this paper as : Inderpreet Singh (2017), “CONSUMER BEHAVIOUR TOWARDS ELECTRIC FANS”, International Journal of
Marketing & Financial Management, ISSN: 2348 –3954 (online) ISSN: 2349 –2546 (print), Volume 5,(Issue 4, Apr-2017), pp 42-53,

CONSUMER BEHAVIOUR TOWARDS ELECTRIC FANS

Inderpreet Singh
Visiting faculty, University of Delhi, Delhi, India

ABSTRACT

The study of consumer behaviour develops great interest for consumers, students, scientists, and marketers. As
consumers, we need insights into our own consumption related decisions: what we buy, why we buy, and how we
buy. The aim of the study is to cover entire research about consumer behaviour towards electric fans and
different factors affecting their buying decision. A sample of 200 consumers of electric fans is taken.
Questionnaire has been analysed with the help of pie diagram & bar chart and different interpretations have
been made to study the impact of consumer behaviour towards electric fans. This study concluded that the
brand whose after Sales Service is more satisfactory get the positive response from customers. Price is the most
important attribute which attracts consumer towards particular brand.

Key words: Electric Fan, Consumer behaviour, buying decision

INTRODUCTION
The term consumer behaviour is defined as the behaviour that consumer display in searching for, purchasing,
using, evaluating and disposing of product, services and ideas that they expect will satisfy their needs. The study
of consumer behaviour is the study of how individual make decisions to spend their available resources (money,
time, and effort) on consumption-related items. It includes the study of what they buy, why they buy it, how they
buy it, when they buy it, where they buy it, and how often they buy it. Thus the study of an consumer behaviour
in the area of electric fans might include a study of why he uses a particular brand (price-quality), which brand
of electric fans he buys (e.g. Havells, cromption etc), how he buys it (for cash, credit or by coupon), where he
buys it (from ordinary shop, company’s outlet),and how often he buys it (approximately every six months, an
year).

Although consumer behaviour focus on how and why consumers make decisions to buy goods and services but
now consumer behaviour research today goes for beyond these facets of consumer behaviour. Research also
considers the uses consumers make of the goods they buy and their evaluation of these goods after use. In
addition to studying consumer's use and post purchase evaluation of the product they buy, consumer researchers
are also interested in how individuals dispose of their once-new purchases. For example, after using a product
for many months, do consumer’s, throw it or give it away, sell it, rent it, or lend it out? The answer to this
question is important to marketers because they must match their production to the frequency with which
consumers buy replacements. Research into current disposal practices enables marketers to develop and promote
environmentally sound and economically efficient consumer product. Consumer behaviour is the process
whereby, individuals decide whether, what, when, where, how, and from whom to purchase goods and services.

According to Peter F. Drucker, "it is the consumer who determines what a business is, for it is the customer and
he alone who through being willing to pay for goods and services converts economic resources into wealth,
things Into goods. What a business thinks it produce is not of first importance especially not to the future of the
business and to it’s e.g., what considers "value" is decisive. It determines what a business is, what it produces
and whether it will prosper." Consumer behaviour consists of the mental and physical activities for acquiring the

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 Inderpreet Singh (2017), CONSUMER BEHAVIOUR TOWARDS ELECTRIC FANS

products (which are themselves bundles of physical and psychological satisfactions) and obtain satisfaction from
them. Another feature of consumer behaviour is that It includes both observable physical and mental activities.
Physical activities can be walking through the stores and examining the merchandise while mental activities can
be forming attitudes, perceiving advertising materials and learning to prefer particular brands. Attitudes and
preferences can be determined by studying shopping, purchasing, motivation, perception, attitude change, and
personality of the buyers.

The study of consumer behaviour holds great interest for us as consumers, as students and scientists, and as
marketers. As consumers, we need Insights into our own consumption related decisions: what we buy, why we
buy, and how we buy. The study of consumer behaviour makes us aware of the subtle Influences that pursued us
to make the product or service choices we do. As a student of human behaviour, it is important for us to
understand the internal and external influences that Impel individuals to act In certain consumption-related
ways. Consumer behaviour is simply a sub set of the larger field of human behaviour. As scientist, we are
interested in understanding every aspect of human behaviour. As marketers, It is important for us to recognize
why and how individuals make their consumption decisions so that we can make better strategic marketing
decisions. Without doubt, marketers who understand consumer behaviour have great competitive advantages in
the market place.

What is Consumer Behaviour?

Consumer Behaviour is a rapidly growing discipline of study. It means more than just how a person buys
products. It is a complex and multidimensional process and reflects the totality of consumer's decisions with
respect to acquisition, consumption and disposal activities. We, as consumers, exhibit very significant
differences in our buying behaviour and play an Important role In local, national or International economy
conditions. One of the very few aspects common to all of us Is that we are all consumers and the reason for a
business firm to come into being is the presence of consumers who have unfulfilled, or partially fulfilled needs
and wants. No matter who we are - urban or rural, male or female, young or old, rich or poor, educated or
uneducated, believer or non-believer, or whatever - we are all consumers. We consume or use on a regular basis
food, shelter, clothing, education, entertainment, brooms, toothbrushes, vehicles, domestic help, healthcare and
other services, necessities, comforts, luxuries and even ideas etc. Organisations realise that their marketing
effectiveness in satisfying consumer needs and wants at a profit depends on a deeper understanding of consumer
behaviour. Our consumption related behaviour influences the development of technology and introduction of
new and improved products and services. Some of the important issues that marketing executives face include:

• What do consumers think about our products and those of our competitors?

• What do they think of possible improvements in our products?

• What are their attitudes toward our products and our promotional, efforts?

• What they feel are their roles in the family and society?

• What are their hopes and dreams for themselves and their families?

To succeed in a dynamic marketing environment, marketers have an urgent need to learn and anticipate
whatever they can about consumers. The better they know and understand consumers, the more advantageous it
would prove in accomplishing their organizational objectives. Marketers want to know what consumers think,
what they want, how they work, how they entertain themselves, how they play etc. They also need to
comprehend personal and group influences which have a significant impact on consumer decision-making
process.

CONSUMER BEHAVIOUR ABOUT ELECTRIC FANS

The term consumer behaviour is defined as the behaviour that consumer display in searching for, purchasing,
using, evaluating and disposing of product, services and ideas that they expect will satisfy their needs. The study

Contact Us : info@arseam.com ; submit paper : editor@arseam.com download full paper : www.arseam.com 43

 International Journal of Marketing & Financial Management, Volume 5, Issue 4, Apr-2017, pp 42-53
ISSN: 2348 –3954 (Online) ISSN: 2349 –2546 (Print),

of consumer behaviour is the study of how individual make decisions to spend their available resources (money,
time, and effort) on consumption-related items. It includes the study of what they buy, why they buy it, how they
buy it, when they buy it, where they buy it, and how often they buy it. Thus the study of an consumer behaviour
in the area of electric fans might include a study of why he uses a particular brand (price-quality), which brand
of electric fans he buys (e.g. Havells, cromption etc), , how he buys it (for cash, credit or by coupon), where he
buys it (from ordinary shop, company’s outlet),and how often he buys it (approximately every six months, an
year).

Although consumer behaviour focus on how and why consumers make decisions to buy goods and services but
now consumer behaviour research today goes for beyond these facets of consumer behaviour. Research also
considers the uses consumers make of the goods they buy and their evaluation of these goods after use. In
addition to studying consumer's use and post purchase evaluation of the product they buy, consumer researchers
are also interested in how individuals dispose of their once-new purchases. For example, after using a product
for many months, do consumer's , throw it or give it away, sell it, rent it, or lend it out? The answer to this
question is important to marketers because they must match their production to the frequency with which
consumers buy replacements. Research into current disposal practices enables marketers to develop and promote
environmentally sound and economically efficient consumer product. Consumer behaviour is the process
whereby, individuals decide whether, what, when, where, how, and from whom to purchase goods and services.

According to Peter F. Drucker, "it is the consumer who determines what a business Is, for it is the customer and
he alone who through being willing to pay for goods and services converts economic resources into wealth,
things Into goods. What a business thinks it produce is not of first importance especially not to the future of the
business and to its eg, what considers "value" is decisive. It determines what a business is, what it produces and
whether it will prosper." Consumer behaviour consists of the mental and physical activities for acquiring the
products (which are themselves bundles of physical and psychological satisfactions) and obtain satisfaction from
them. Another feature of consumer behaviour is that It includes both observable physical and mental activities.
Physical activities can be walking through the stores and examining the merchandise while mental activities can
be forming attitudes, perceiving advertising materials and learning to prefer particular brands. Attitudes and
preferences can be determined by studying shopping, purchasing, motivation, perception, attitude change, and
personality of the buyers.

The study of consumer behaviour holds great interest for us as consumers, as students and scientists, and as
marketers. As consumers, we need Insights into our own consumption related decisions: what we buy, why we
buy, and how we buy. The study of consumer behaviour makes us aware of the subtle Influences that pursued us
to make the product or service choices we do. As a student of human behaviour, it is important for us to
understand the internal and external influences that Impel individuals to act In certain consumption-related
ways. As marketers, It is important for us to recognize why and how individuals make their consumption
decisions so that we can make better strategic marketing decisions. Without doubt, marketers who understand
consumer behaviour have great competitive advantages in the market place

LITERATURE REVIEW
Alba and Hutchinson, (2000) Consumer decision making process is usually guided by already formed
preferences for a particular alternative. This means that consumers are likely to make the choice between
alternatives based on limited information search activity and without detailed evaluation of the other
alternatives. Parasuraman, Zeithaml and Berry (1988) developed a survey instrument SERVQUAL to
measure the customer‟s perception of service quality against parameters such as Tangibles, Reliability,
Assurance, Empathy and Responsiveness. However, Cronin. Because theoretical problems and ambiguities must
be resolved before operational issues can be addressed effectively, his response focuses on the Parasuraman,
Zeithaml, and Berry (1994) comments concerning (1) the theoretical problems associated with the SERVQUAL
P - E model and (2) the Teas (1993) evaluated performance (EP) and normed quality (NQ) models. In addition,
he assesses the theoretical merit of the Parasuraman, Zeithaml, and Berry (1994) SERVQUAL "mixed-model."
His primary conclusions are that the conclusions reached by Parasuraman, Zeithaml, and Berry (1994) with

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 Inderpreet Singh (2017), CONSUMER BEHAVIOUR TOWARDS ELECTRIC FANS

respect to the Teas (1993) EP and NQ models are incorrect and that the proposed SERVQUAL mixed-model is
merely a restricted version of (i. e., a re-expression that is less general than) the Teas (1993) NQ model. It is no
secret that businesses main goal is to sale and sale is provided for other party consumers therefore for
commercial activities analysing consumer behaviour is crucial (Deaton and Muellbauer, 1980, Solomon, 2006,
Wright and et al., 2008) and since there is face to face interaction it becomes more important to understand key
features of consumer behaviour. Nazir, et al., 2012 indicates the importance of the relationship between the
marketing strategy and the behaviour of consumer. He interest rates that the strategy is about increasing the
probability and frequency of buyer behaviour and requirements for succeeding in doing this to know the
customer and understand consumers needs and wants. Hong Qin and Victor R Prybutok (2008) studied the
fast food restaurants and determined that service quality has an overwhelmingly direct effect on behavioral
intentions but not on satisfaction. This suggests the existence of some other factors such as speed of service,
proximity of the location contributing to the customer satisfaction. Debasish and Dey (2015) found the
perceived usefulness, perceived ease of use, relative advantages, perceived risks and personal innovativeness
were the factors affecting the behavioural intentions of mobile users to adopt mobile services in Odisha.
Meanwhile, an expected, the perceived risk was the only factor found to have negative relationship with the
adoption of mobile banking in this study which the only factors are positively correlated.

SIGNIFICANCE OF THE STUDY

Significance of the Electric fans is very important to everyone, not even in India but it is a worldwide
phenomenon. This study has been conducted to check consumer preferences and towards fans and to find out the
best quality fan in Delhi region. Several studies have been conducted on the use of electric fans among people in
different countries across the world such as Japan, Norway, Finland, USA, and Britain. This study adds to the
growing body of research by providing empirical information about the study which helps companies to make
product according to customer needs and wants and provide best quality services to retailers in India.Several
studies have been suggested about the fans, give little hints about the fans industry. However, in India the
studies have only looked at few of these issues . This study provides information about the variety of electric
fans uses by people in Delhi region (India)

From the theoretical point of view, this study contributes to the academic literature by providing evidence for
the theories used in this study. By applying the uses and gratifications perspective, this study shows that what
type of changes consumer and wants, suggestion of consumers in relation to price, demand, choice, their brand
loyalty. Through the application of Field survey conducted, this study provides evidence that consumer wants to
make changes in price of some fans products, and want improved after sales services.

OBJECTIVES OF THE STUDY

The present study is based on the following objectives:
1. To study the consumer behaviour about electric fans.
2. To study the attributes that attracts consumers to purchase Electric.

RESEARCH METHODOLOGY
Scope of the study:
The scope of the study is to get the firsthand knowledge about the buying behaviour of consumers and towards
different brands of Electric fans in Delhi region. The scope is restricted to study the factors affecting the
preference of consumers and while choosing Electric fans. This is done to avoid perceptual bias and for
providing objectivity to the study.

Data type:
Primary Data
Primary data is that data which is collected for the first time. For the purpose of collection of primary data, a
well-structured questionnaire was framed which was filled by the respondents.

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 International Journal of Marketing & Financial Management, Volume 5, Issue 4, Apr-2017, pp 42-53
ISSN: 2348 –3954 (Online) ISSN: 2349 –2546 (Print),

Secondary Data
Secondary data is the data which is already collected by someone. Secondary data was collected so as to have
accurate results .Required data was collected from various books, magazines, journals and internet.
Size:
Active consumers of Electric Product: 200

Analytical tool:
Charts, pie charts. Diagrams, Ranks, Weighted Rank and Percentage.

Brand Name Frequency of Viewers Percentage

Crompton 90 17.57
Havells 118 23.04
Usha 106 20.70
Orient 95 18.94
Bajaj 93 18.16
Others 10 1.95
Total 100

ANALYTICAL OVERVIEW

1. Brand names of electric fans consumers are aware of

Table 1.1 : Awareness of Brand Names

Source: Primary Data

Figure 1

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 Inderpreet Singh (2017), CONSUMER BEHAVIOUR TOWARDS ELECTRIC FANS

Figure 2

Interpretation: A survey of 200 consumers from Delhi was undertaken, where they asked to tick the Brand
name of Electric Fans they know. According to analysis, it is clear that majority of consumers know about
Havells (118 Consumers) followed by Usha (106 Consumers). This indicates that Havells is a renowned name
in Delhi Region.

2. Source from where customers get information about fans.

Table No. 1.2: Different Media Approach

Information Source Frequency of Viewers Percentage

Advertising 89 25.50
Promotions 101 28.93
Retail Outlets 97 27.79
Family/ Friends 53 15.18
Word of mouth 9 2.57
Others 0 0
Total 100

Source: Primary Data

Figure 3

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 International Journal of Marketing & Financial Management, Volume 5, Issue 4, Apr-2017, pp 42-53
ISSN: 2348 –3954 (Online) ISSN: 2349 –2546 (Print),

Figure 4

Interpretation: The data mentioned in Table. 1.2 represents the information source. How does consumer knows
about a particular Brand. The above analysis shows that majority of the consumers knows about a Brand
through the Promotional Activities undertaken by the particular Brand followed by Retail Outlets, where
consumers personally visits and collect information about fans before purchasing them.

3. Most preferred brand of electric fans.

Table 1.3: Ranks are given by consumers.

Rank => 1 2 3 4 5 6
Brand Name Total Average
Crompton 46 44 41 42 24 1 198 33
Havells 53 57 51 26 12 0 199 33.17
Usha 47 52 30 36 27 5 197 32.83
Orient 28 27 45 53 46 1 200 33.33
Bajaj 23 20 30 39 90 0 202 33.37
Others 3 0 3 4 1 187 198 33
Total 200 200 200 200 200 194 1194
Source: Primary Data

Table 1.4: Weights are given to different Brands

Ranks Weights Crompton Havells Usha Orient Bajaj Others
1 20 920 1060 940 560 460 60
2 18 792 1026 936 486 360 0
3 16 752 816 480 720 480 48
4 14 588 364 504 742 546 56
5 12 288 144 324 552 1080 12
6 10 10 0 50 10 0 1870
Source: Primary Data

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 Inderpreet Singh (2017), CONSUMER BEHAVIOUR TOWARDS ELECTRIC FANS

Table 1.5: Ranking of Brands according to their total weights

Weighted Rank Brands
1 Havells
2 Usha
3 Crompton
4 Orient
5 Bajaj
6 Others
Source: Primary Data

Interpretation: In the analysis, consumer is asked to rank the most preferred brand according to themselves. An
analysis is done on 200 consumers in which they rank the brand according to their preference.
To make the analysis valuable, weights are given to each rank. Rank 1 is very important, so highest rank is given
to it, followed by Rank 2 and Rank 3 and so on.
According to weighted rank, it is clear that majority of consumers has given the Rank1 to Havells. It means that
majority of the consumers preferred Havells over other Brands followed by Usha as they given Rank 2 to Usha
and then Rank 3 to Crompton.

4. Brand which the consumers are currently using.

Table 1.6 : Users of different brands

Brand Name Frequency of Viewers Percentage
Crompton 56 21.70
Havells 72 27.90
Usha 56 21.70
Orient 40 15.50
Bajaj 33 12.79
Others 1 0.38
Total 100
Source: Primary Data

Figure - 5

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 International Journal of Marketing & Financial Management, Volume 5, Issue 4, Apr-2017, pp 42-53
ISSN: 2348 –3954 (Online) ISSN: 2349 –2546 (Print),

Figure - 6
Interpretation: The information in Table 1.6 shows that from among diffeent Brands which Brand majority of
the consumers are using. It shows their preference towards the particular brand. From the analysis, it is clear that
majority of the consumers are using Havells followed by Crompton and Usha.
This comes out with the conclusion that in Delhi Region, Havells is the most preferred brand by consumers as it
get the highest ratings than other Brands.

5. Time duration of consumers using a particular Brand.

Table 1.7: Time Duration Recorded

Time Period Number of Viewers Percentage
Less than 3 months 6 3
Less than 6 months 24 12
Less than 1 Year 44 22
More than 1 Year 126 63
Total 200 100
Source: Primary Data

Figure 7

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 Inderpreet Singh (2017), CONSUMER BEHAVIOUR TOWARDS ELECTRIC FANS

Interpretation: Information in Table 1.7 shows that how long a consumer can stick to a particular Brand
without switching to other Brand. Above analysis shows that consumer switching cost is high as they don’t
switch to other brand easily, if they are satisfied with the Brand they are using.
Around 63% of consumers have been using their Brand for more than 1 year. This is a very high percentage
which clearly indicates that consumers don’t switch to other Brand easily. After conversating with them, they
clearly said that if they don’t find any problem with the Brand they are using, they don’t switch to other Brand
unnecessarily.

6. Satisfaction of consumers with the brand they are using.

Table 1.8: Consumer Satisfaction Disclosure

Response Number of Respondants Percentage
Yes 198 99
No 2 1
Total 200 100
Source: Primary Data

Figure - 8
Interpretation: Information given in table 1.8 shows that, if the consumers are satisfied with the Brand, they
are currently using or not.

It clearly concluded that 99% of the consumers are satisfied with the Brand they are using. As they don’t find
any problems with the Brand they are using currently and they are fully satisfied with their After Sales Service
and Performance.
1% consumers are not satisfied, as they mentioned that they are not satisfied with After Sales Service of the
Brand they are using. If the problem arises with the Fan, they need to make several calls to Company’s Service
Center for technician services which irritates the consumer because of unsatisfactory response.

7. Attribute that attract consumers to purchase Electric fan. Ranking is given by consumers.

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 International Journal of Marketing & Financial Management, Volume 5, Issue 4, Apr-2017, pp 42-53
ISSN: 2348 –3954 (Online) ISSN: 2349 –2546 (Print),

Table 1.9: Ranks are given to Attributes

Rank => 1 2 3 4
Attributes Total Average
Price 64 73 49 10 196 49
Convinience 42 53 53 52 200 50
After Sales 30 49 59 56 194 48.5
Service
Brand Name 61 22 34 80 196 49
Total 197 197 194 198 786
Source: Primary Data

Table 1.10: Weights are assigned to different attributes

Ranks Weights Price Convenience After Sales Service Brand Name
1 20 1280 840 600 1220
2 18 1314 954 882 396
3 16 784 848 944 544
4 14 140 728 784 1120
Source: Primary Data

Table 1.11: Weighted Rank is given

Weighted Rank Attributes
1 Price
2 Convinience
3 After Sales Service
4 Brand Name
Source: Primary Data

Interpretation: From the analysis, consumer is asked about to Rank the attributes which attracts them to
purchase a particular Brand. Different attributes have been given above ex- Price, Convenience, After Sales
Service, Brand Name.

An analysis is done on 200 consumers, Different views has been taken from them and noted down. Weights
have been assigned to them according to their preference.

According to weighted rank, it is clear that Price is the main attribute which people look before they purchase a
particular brand followed by convenience and after sales service

CONCLUSION OF THE STUDY

The study concluded that most of the consumer is aware about the brands. They get information about fans
through advertising, promotions, family and friends. The brand whose after Sales Service is satisfactory get the
positive response from consumers. Majority of the customers are using the specific brand for a very long period
of time which concluded that consumer does not switch easily from one brand to another. Price is the most
important attribute which attracts consumer towards particular brand. The findings of the study will also help the
researchers and academicians in understanding the consumer behaviour with the help of different factors
influence the consumer buying decision.

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 Inderpreet Singh (2017), CONSUMER BEHAVIOUR TOWARDS ELECTRIC FANS

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Parasuraman, A., Valarie A. Zeithaml, and Leaonard L. Berry (1988), “SERVQUAL: A Multiple Item Scalefor
Measuring Consumer Perceptions of Service Quality” Journal of Retailing, 64, 12-40.

Aaker, D.A. (1996): Building Strong Brands, The Free Press, New York.

Aaker, D.A. (1997): Shm1ld Yoo Take Your Brand to Where the ActionIs? Harvard Business Review, September-
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Cooper,R.D. and Schindler, S.S.(1999): Business Research Methods,Tata McGraw -Hill, India.

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