A contemporaneous sample on the consumer brand preferences for air conditioners in west Chennai

Abstract

Market situation in India is highly competitive and surviving in the market requires a lot of insight into understanding the customers and providing the right product at the right price at the right place and at the right time. The complexity increases when the product life cycle is shortened due to changing customer taste and preferences, consumerism, rivalry in the market. Exploring the imperative facts on consumer preferences helps the companies to understand the mind-set of customers. This mind set is based on their knowledge about the product (Positioning), attitude (assertiveness), and intention (purpose). In order to understand the need of the customers, one must understand when, where and what customers buy and how frequently they use it. Hence the knowledge on the customer behaviour in the market would definitely enable the companies to understand and decide the expansion plans for the further course of action. This study used a structured questionnaire for the dealer, wholesalers and the retailers of electronic consumer durables.