women on technology products_a research

8/14/2019 Women on Technology Products_a research

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Team Name :The Return of the Priori Nikhil Kumar Singh,[email protected] Kumar Sahoo,[email protected]

College : XIMB

TVS Marksmen Challenge


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ualitat ive Research

PART I


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esearch Objectives

:Research Objective 1 Understanding of how women view and use

technology

:Research Objective 2 The trends and opportunities affecting the market


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Methodology


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nderstanding of how women iew and use technology


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CV Grid


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Respondents Attribute Consequence --> Values

Depth 1 2 3 4 5 6 7

1 4 9 8 18 22 0 0

2 2 10 15 11 16 19 0

3 5 14 15 20 0 0 0

4 6 12 13 21 0 0 0

5 3 8 9 17 7 19 0

6 2 8 7 14 17 19 0

7 4 10 11 17 7 19 0

8 5 14 15 7 11 16 20

9 1 9 7 19 0 0 0

10 2 10 11 17 19 0 011 6 12 13 21 0 0 0

12 3 8 9 11 17 7 19

13 2 10 17 21 0 0 0

14 2 8 7 17 21 0 0

15 4 9 7 19 0 0 0

RAW Data for ACV Analysis


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Quantitative Research

Survey 1

Research Objective :Survey of Urban WorkingWomen to have a cross category learning of

technology products and the preferred media classfor the technology products


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roduct Purchase Decision Making rocess Among Urban Married Women


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ariables Taken for theStudy


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.Motives for buying the elected products

Buying motives of the products such as( ), , -mixies blenders television sets two, ,wheelers refrigerators washing machines

and personal computers was studied and it differs according to the.circumstances

riedman's test is used for nalyzing the factors


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-able 1 showing motives for uying household commodities

. o

.

Motives ean Rank

Mixer V sets wowheelers

Refrigerator

ashingmachine

ersonalcomputers

o make the work easier .11

o save time .14 .46 .09

o hear and viewnews .51

h il dr en 's e nt er ta in m e nt .15

d uc at io na l v al ue f or c hi ld re n .59

o nv en ie nt t ra ve l .41

o store raw vegetables andfruits

.06

o preserve food .83

and washing is laborious .02

0 or self learning and use of n te rn et f ac il it y

.52

1 t t rac t ive adver t i sements .81 .87

2

s a status symbol .18 .46 .20 .52 .45 .19


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Inferences

Awareness of the need for a particular product or service alone is not sufficient to proceed with

.the actual buying process There should be an urge or strong motive to possess the proposed

.items The prime motive of buying a mixie is that the

appliance makes work easy and minimizes.physical effort and household work

Motive of buying commodities as a status symbol shows the final rank in all the mean rank.computed It shows the consciousness of need of

.the people towards getting the commodities


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.nferences Cont It may appear that most of the appliances selected for the

.study are essential for household in general Some families have made a conscious decision not to acquire

, .some of them or feel that these are not required

Recurring costs such as electricity consumed or maintenance expenses are considered a problem with mechanical.appliances

Negative impact on health and on children's education is.also a significant factor Appliances used for preparing

, ,or storing food though they may save labour are felt to.affect the taste and quality of food,Similarly the washing machine is felt by some not to be as

- .safe or as effective as hand washing, ,Inability to use the item is also a deterrent for instance

water scarcity and lack of space with regard to washing

machines and lack of training in the case of the personal

.computer


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.a Reasons for gathering nformation before buying a

echnology product The respondents were asked to rank the reasons for

.gathering information before buying a product

They may not be familiar with the products or they may give, , .importance to price features etc

, .Hence the consumers may go in for information search The information gathered may influence the consumer in making

a buying decision

2 i


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-a e 2 s owing reasons or athering information about the

commodities Reasons t rongly

agreeAgree o

opinionDisagree

Strongl

disagree

ikertscale

Rank

i gh i nv es tm en t 17 13 6 1 09 II

e ss f re qu en tpurchase

63 69 5 62 III

ear of wrongchoice

47 72 9 7 13 I

o compare features 7 59 5 1 96 V

o knowavailabi l i ty

0 51 7 92 VI

o compare prices 55 68 1 3 31 IV


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Inferences

It is seen that the most important factor urging respondents for information search is the fear of making

.a wrong choice as the scale points secured is 613

Next important reason is that the selected products are.relatively expensive and are consumer durables

The third rank is given for the reason that these items are.less frequently purchased

.The fourth factor identified is the price

The factors of comparing features and to know the availability of products in the market are assigned the

.fifth and sixth ranks respectively


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ediums Chosen for Analysis are

.ewspape r adver ti sement.oor to door campaign

.o nsu lti ng te chn ic al expe rts.pinion of Neighbors

pinion of work companions.iscussion With family

.hop display.e lev ision adver ti sement

.i nema adver ti sement.adio adver ti sement

.ift offer/ .ecommendation of the shop keeper salesman

.ignboards.pinion of friends


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Inferences The Initial Eigen values and Rotation sums of squared

Loadings reveals that the ewspaper advertisement stands first among the influential factors and it has become the prime mode for getting information about the.product

The next factor identified is the oor to door ropaganda .campaign The third influential factor is the onsultation of

ec hn ica l ex per ts and the fourth factor is the opinion.of neighbors

The fifth factor is the opinion of work companions and the

sixth influential factor is the discussion with the rest.of the family,The factor shop display ranks seventh the television

.advertisement ranks tenth,The other factors are gifts and offers the recommendation

,of the shopkeeper and salesman signboards and opinion of.friends


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.Basis for Evaluation of roduct Alternatives

Basis Always Often Sometimes Rarely Never Points Rank

Price 89 6 4 8 64 I

r an d a pp ea ra nc e 45 43 1 7 38 V

r an d c ol ou r 14 93 5 4 58 III

Performance 83 7 6 6 8 01 VI

i fe e xp ec ta nc y 22 8 5 9 6 81 II

a rr an ty p er io d 32 59 3 0 6 51 IV

o mf or t in ha nd li ng 67 76 4 0 3 64 X

-f te r sa le s s erv ic e 80 72 4 8 6 32 IX

Foreigncollaboration

76 94 3 9 8 51 VII

AdvancedTechnology

61 18 4 1 34 VIII

v ai la bi li ty o fspares

90 8 4 55 3 87 XI

a in te na nc e c os t 26 3 4 18 9 69 XII


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Inferences

The base for the evaluation process reveals that the prime factor considered for evaluating product alternatives is

.the price of the product.Next factor is the life expectancy of the product

The third fact is the appearance and the colour of the product and fourth factor identified is the warranty.period given for the particular product

It is inferred that the prime influential factors in the,evaluation of product alternatives are the price life

,expectancy or durability of the product appearance and colour and the warranty period given for the product


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.Decision Making

Decision-making is a process and it has to pass throughvarious stages.

In this study, the decision making usually lies among themembers of the family especially the samplerespondents' husband, children, in-laws or the family asa whole.

The decision may also vary in relation to the product.

The data collected in this regard has been compiled in thenext slide..


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-able 4 Shows Ultimate Decisionmaking

o ns um er g ro up M ix ie . .V Twowheeler

Refrigerator

Washingmachine

Computer Total Rank

Husband 8( . )75

137( . )0 8

247( . )7 30

101( . )5 69

80( . )0 51

( . )2 33 48 95 II

Self ( . )98 43 4 2 ( . )2 7 2 ( . )0 9 30 ( . )02 51 3 9 22( . )6 9

( . )8 06 99 I

Children ( . )2 4 83 181( . )0 7

14( . )24

6( . )53

( . )1 9 9( . )4 52

39 IV

-n laws ( . )6 14 47 ( . )0 7 ( . )0 69 ( . )0 76 ( . )0 5 ( . )1 61 8 V

amily as awhole

162( . )5 53

92( . )0 7

127( . )9 47

81( . )0 63

9( . )0 25

. )5 140 33 66 III

Total ( )56 100 ( )45 100 ( )31 100 ( )93 100 ( )90 100 ( )2 100

Figures in parenthesis are percentages


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Inferences

In the case of television sets, the final decision is taken by the children inthe family in the case of 40.7 percent of respondents and by thehusband in the case of 30.8 percent of respondents.

Regarding two wheelers, the final decision was taken by the husband inthe case of 57.30 percent of respondents: and by the family as a whole

in the case of29.47 percent of respondents.In the case of refrigerators, the final decision to purchase the product wastaken by the respondents themselves in 51.39 percent of the sample,and by the husband in the case of25.69 percent of samplerespondents.

With regards to washing machines, the final decision to buy was taken by56.9 percent of respondents and by the husband in the case of 20.51

percent of sample respondents.

It is inferred from the analysis that the final decision maker in purchasingthe mixer, the refrigerator and washing machine is the samplerespondent (working wife), for television sets it is the children; ; for twowheelers it is the husband, and for personal computers, it is the familyas a whole.


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. easons for not buying specif icproducts

Price too high Possibility of accidents Maintenance Problems

May be outdated

Low Resale Value Lack of Time High Electricity Consumption

Family not for it Bad for Health

Affects Family Interactions

Against Religious Principles Recurring Expenses


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Quantitative Research

Part III

:Research Objective Survey for Female Students to understand Women as technology

consumers at home and outside home


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urvey II


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Regression Analysis

e pe nd en t Var ia bl e emand for Technology Products n de pe nd en t Var ia bl es Convenience

peed of ApplicationLooksPrice

ual i ty and Durabil i tyFeaturesAwarenessofTechnicalSpecif icat ions

u it s P er so na li tyigh Level of Involvementi sk Ave rs io n Tend en ci es

Necessi tyanual and Online Resources

o de l S um ma ry

R Square djus ted R Square .td Error of theEst imate

.8342 .6959 .565 .55


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Regression Analysis

Model Unstandardiz ed

Coefficients

StandardizedCoefficients

t .Sig

.StdError

Beta

1 ( )Constant - .1 04 .0 7 - .1 4431 .0 16

Convenience .0 08 .0 2 .0 09 .0 4 .0 67Speed of Application .0 07 .0 2 .0 08 .0 3 .0 71Looks .0 38 .0 1 .0 44 .1 61 .0 01Price .0 24 .0 1 .0 25 .2 00 .0 05QualityandDurability .0 47 .0 2 .0 45 .2 83 .0 01Features .0 14 .0 1 .0 17 .1 39 .0 17AwarenessofTechnicalSpecifications

.0 05 .0 1 .0 06 .0 47 .0 64 SuitsPersonality .0 75 .0 0 .0 53 .2 08 .0 04

HighLevelofInvolvement .0 59 .0 1 .0 55 .2 67 .0 03RiskAversion .0 64 .0 1 .0 79 .2 13 .0 03Necessity - .0 16 .0 1 - .0 20 - .1 4043 .0 17UseofManualandOnlineResources .0 13 .0 1 .0 19 .1 42268 .0 17


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Inferences

/Quality and Durability and Looks Style emerge as the most significant variables

for the Demand of Technological Products

by Females

There is high level of involvement for purchase of technology products by urban

.females

They are also very much risk averse when.buying or using technology products


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TechnologyCommunicationAs per Rossiter-Percy model technology ( automobile) falls in Highinvolvement and high think product . Hence the advertisements has tobe designed accordingly.


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Survey QuestionnaireEmbedded


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urvey Links

Survey 1 Questionnaire link is below

Link

Survey 2 Questionnaire link is below

Link
http://spreadsheets.google.com/viewform?formkey=dG5GV3B2ZE80bDdHUXVBb2JJaXJkd3c6MAhttp://spreadsheets.google.com/viewform?formkey=dHlxSDFXSE1PMzhiZ3J0SS13OFpkVkE6MAhttp://spreadsheets.google.com/viewform?formkey=dHlxSDFXSE1PMzhiZ3J0SS13OFpkVkE6MAhttp://spreadsheets.google.com/viewform?formkey=dG5GV3B2ZE80bDdHUXVBb2JJaXJkd3c6MA

women on technology products_a research

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