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| Article Name : | | | IDENTIFYING THE MOST PREFERRED BRAND OF WASHING MACHINE AND ASSOCIATED FACTORS – A SURVEY | | Author Name : | | | K. JEMILA | | Publisher : | | | Ashok Yakkaldevi | | Article Series No. : | | | GRT-5324 | | Article URL : | |  | Author Profile View PDF In browser | | Abstract : | | | The present study makes an attempt to identify the most preferred brand of washing machine by the people of Tirunelveli district. It is a survey aimed at bringing out the factors responsible for the brand preference. The relevant and valid data were collected from a random purposive sample of 465 through a structured questionnaire. All the factors studied were classified under the dimensions - Social, Personal, Physical, Utility and Economic. The present study would be beneficial to the manufacturers to foresee the expectations of the consumers so as to incorporate them in their product, to the marketers to push the sale of the product on the expected lines of the consumers and to the consumers to benefit from the goodness of the product. | | Keywords : | | - Training and Orientation Centres (TOCs),
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