Exploring Women Consumers’ Perception of Selected White Goods: A Study

Abstract

Objective: The customer now behaves in a completely different way than they did in a controlled market. The objective of this study is to understand the socioeconomic profile of selected women consumers, identify the factors influencing their purchase of white goods, and investigate the challenges they encounter during the purchasing process. Theoretical Framework: The study focuses on the changing behavior of customers in a market that is no longer controlled, particularly the influence of urban women in the family's buying decisions. It explores the marketing strategies devised by Indian producers. Method: The study is conducted in Thoothukudi District, and a small pilot project is carried out to select commonly used white products. The research utilizes a sample drawn from this district. Results and Conclusion: The findings suggest that the competitive market presents opportunities and risks for both female consumers and white goods. Strengthening the core product with value adds, improving after-sales service, and enhancing product quality may lead to higher demand for white goods and increased product replacement, thereby boosting consumer satisfaction within the same price range. Implications of the Research: The research has implications for marketers and producers targeting women consumers in the white goods market. It highlights the importance of profile of these consumers and addressing their specific needs. Originality/Value: This study contributes to the existing literature by examining the purchasing behavior and challenges faced by women consumers. It provides insights into the strategies that can enhance consumer satisfaction and improve market performance.