Factors affecting consumer behavior in purchasing washing machine in Metro Manila

Date of Publication

2012

Document Type

Master's Thesis

Degree Name

Master of Science in Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Abstract/Summary

This study is about factors affecting consumer behavior in purchasing washing machines in Metro Manila. There are many factors consumers consider in buying washing machines this could be price, energy efficiency, product features, physical appearance, brand image, promotions, after sales service, or selling through promo merchandisers. The study is designed to identify the ranking of importance of these factors. Data gathering were in the selected appliance stores in Metro Manila, survey was conducted to the buyers of washing machine. Results shows that the most important factor for consumers in purchasing washing machines is the brand, 2nd is price, 3rd is energy efficiency, 4th is product features, 5th is customer after sales service, 6th is the physical appearance, 7th is the promotions and premium items, and lastly, the recommendation of the promo merchandiser. Results of the study also showed that even though there are rankings, each of the factors mentioned above is important for the consumers. The conclusion is that appliance brands should focus on product leadership factors but appliance brands should not ignore the other factors.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTG005275

Shelf Location

Archives, The Learning Commons, 12F Henry Sy Sr. Hall

Physical Description

1 computer optical disc ; 4 3/4 in.

This document is currently not available here.

Share

COinS