Fulfilment Level of Customers and Competitive Patterns of White Goods in Kanyakumari District

Abstract

Objective: The study aimed to evaluate and analyze customer satisfaction and competitive trends in the white goods industry, focusing on washing machines in the Kanyakumari District, Tamil Nadu, India. The research centered around three main brands: Videocon, MIDEA, and Hilton. Theoretical Framework: The research was grounded on key theories related to consumer behavior, competitor analysis, and customer satisfaction. These concepts were considered vital in influencing market dynamics and shaping business strategies within the industry. Method: The study employed an empirical analysis, which involved surveying users of the three washing machine brands in the Kanyakumari district. The factors assessed were brand image, product features, design, pricing, after-sales services, and durability. Results and Conclusion: Most consumers in the Kanyakumari district preferred semi-automatic washing machines. Videocon was favored due to its affordable pricing and product features, MIDEA for its brand image and aesthetics, and Hilton primarily for its low price. In terms of customer satisfaction, Videocon emerged as the top scorer, trailed by MIDEA and Hilton. Implications of the research: The research's findings could assist companies in the white goods sector in understanding the factors influencing consumer behavior and competitive trends, thereby enabling them to refine their strategies. The study offers an in-depth perspective of customer satisfaction and competitive trends in the white goods industry. Originality/Value: This research contributes to the existing body of knowledge by offering a detailed examination of customer satisfaction and competitive trends in the white goods industry within the specific context of the Kanyakumari district. Its findings hold value for academic researchers and business strategists alike in this sector.