Consumer Durable Market Essay

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The consumer durables taken for the study are washing machine, refrigerator, air conditioner, television, mixer, music system, vacuum cleaner and water purifier. The consumer durables watched in advertisement by respondents are presented in the Table: 4.8.
Table 4.8 Consumer durables watched in Advertisements

Consumer Durables watched in Advertisements Frequency Percent Washing machine 90 22.5 Refrigerator 142 35.5 Air Conditioner 59 14.8 Television 96 24.0 Others 13 3.3 Total 400 100.0

Figure 4.8 Consumer durables watched in Advertisements

From the above table it is inferred that 35.5 percent of the respondents have watched refrigerator advertisements. 24 percent of the respondents have watched television advertisements, 22.5 percent of respondents have watched washing machine advertisements and 14.8 percent have watched air conditioner as advertisements. From the above table the dominant group belongs to the respondents watching refrigerators.

4.1.9 BRAND NAMES OF THE PRODUCT SELECTED THROUGH ADVERTISEMENT BY RESPONDENTS

The brands taken for the study are Whirlpool, Samsung, LG, Godrej, Panasonic, Onida, Electrolux, Videocon, Haier and Hitachi. The brand names of the product selected through
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Hence there is a significant influence of message strategies of consumer durables commercial on age groups with regard to informational advertisements. Based on Duncan multiple test age groups below20, 21-35, 51-60 differ with age 36-50 and above 60 with regard to informational advertisements. Transformational advertisements are more effective than informational. Television advertisements are more transformational. Age group 21-35, 36-50, 51-60 and above 60 differ from age groups below 20. The age groups below 20 are not much involved in consumer durables advertisements and thus differ from the

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