"Purchase Motivators For Air Conditioner": by - Ankita Jain Rq1001A-05

“Purchase
motivators for
air conditioner”
By-----Ankita jain
Rq1001A-
05
“Purchase motivators for air conditioner”
ACKNOWLEDGEMENT
Any project puts to litmus test of an individual knowledge credibility or experience and thus sole
efforts of an individual are not sufficient to accomplish the desire. Successful completion of a
project involve interest and effort of many people and so this becomes obligatory on the part to
record our thanks to those who helped us out in the successful completion of our project.
Life is a process of accumulating and discharging debts, not all of those can be measured. I
cannot hope to discharge them with simple words of thanks but we can certainly acknowledge
them.
At this level of understanding it is often difficult to comprehend and assimilate a wide spectrum
of knowledge without proper guidance and advice. Hence, I would like to take this opportunity
to express our Heart felt Gratitude to Respected for his round the clock Enthusiastic Support,
Noble Guidance and Encouragement which made this project successful. I am extremely
thankful to him for making this project worthful.
I would also like to thanks, for their immense support for fulfilment of this termpaper. I would
also like to thank my respected sir Mr. Subhendu Dutta for supporting me and guiding me
throughout the project.
Ankita Jain
11013782
Abstract
While customers have different motivations for consuming the things they do, all consumers
have motivations that guide them to want, and purchase certain goods or services. Some
motivations for consumption could include the need for status, social acceptance, security or
individuality while other motivations are unconscious and can be utilized by marketers to hook
consumers into buying a product they never knew they always wanted. Ultimately Consumers
are the end users of goods and services while a group of customers who purchase goods for
inputs example organisations and businesses are referred to as customers. We will focus on the
main factors that influence customer buying behaviour and we will focus on the economic, social
and physiological perspectives. The economic perspective of customer behaviour focuses on the
price of products, advertisement and also the income levels of buyers, the sociological point of
view focuses on reference groups and culture and finally the psychological perspective focuses
on the decision making process and motivation theory
Index
s.n Content
o
1 Introduction
2 Literature review
3 Objectives of study
4 Hypothesis
5 Research methodology
6 Quatitative data analysis
7 Qualitative data analysis
8 Conclusion
9 References
“Purchase Motivators for Air Conditioner”

1.
Introduction
Air Conditioner
An air conditioner (often referred to as AC) is a home appliance, system, or mechanism

designed to dehumidify and extract heat from an area. The cooling is done using a simple
refrigeration cycle. In construction, a complete system of heating, ventilation and air
conditioning is referred to as "HVAC". Its purpose, in a building or an automobile, is to provide
comfort during either hot or cold weather.
History
In 1758, Benjamin Franklin and John Hadley, professor of chemistry at Cambridge University,
conducted an experiment to explore the principle of evaporation as a means to rapidly cool an
object. Franklin and Hadley confirmed that evaporation of highly volatile liquids such as alcohol
and ether could be used to drive down the temperature of an object past the freezing point of
water. They conducted their experiment with the bulb of a mercury thermometer as their object
and with a bellows used to "quicken" the evaporation; they lowered the temperature of the
thermometer bulb to 7 °F (−14 °C) while the ambient temperature was 65 °F (18 °C). Franklin
noted that soon after they passed the freezing point of water (32 °F) a thin film of ice formed on
the surface of the thermometer's bulb and that the ice mass was about a quarter inch thick when
they stopped the experiment upon reaching 7 °F (−14 °C). Franklin concluded, "From this
experiment, one may see the possibility of freezing a man to death on a warm summer's day".[1]
In 1820, British scientist and inventor Michael Faraday discovered that compressing and
liquefying ammonia could chill air when the liquefied ammonia was allowed to evaporate. In
1842, Florida physician John Gorrie used compressor technology to create ice, which he used to
cool air for his patients in his hospital in Apalachicola, Florida.[2] He hoped eventually to use his
ice-making machine to regulate the temperature of buildings. He even envisioned centralized air
conditioning that could cool entire cities. Though his prototype leaked and performed irregularly,
Gorrie was granted a patent in 1851 for his ice-making machine. His hopes for its success
vanished soon afterward when his chief financial backer died; Gorrie did not get the money he
needed to develop the machine. According to his biographer Vivian M. Sherlock, he blamed the
"Ice King", Frederic Tudor, for his failure, suspecting that Tudor had launched a smear campaign
against his invention. Dr. Gorrie died impoverished in 1855 and the idea of air conditioning
faded away for 50 years.
Early commercial applications of air conditioning were manufactured to cool air for industrial
processing rather than personal comfort. In 1902 the first modern electrical air conditioning was
invented by Willis Carrier in Syracuse, New York. Designed to improve manufacturing process
control in a printing plant, his invention controlled not only temperature but also humidity. The
low heat and humidity were to help maintain consistent paper dimensions and ink alignment.
Later Carrier's technology was applied to increase productivity in the workplace, and The Carrier
Air Conditioning Company of America was formed to meet rising demand. Over time air
conditioning came to be used to improve comfort in homes and automobiles. Residential sales
expanded dramatically in the 1950s.
In 1906, Stuart W. Cramer of Charlotte, North Carolina, was exploring ways to add moisture to
the air in his textile mill. Cramer coined the term "air conditioning", using it in a patent claim he
filed that year as an analogue to "water conditioning", then a well-known process for making
textiles easier to process. He combined moisture with ventilation to "condition" and change the
air in the factories, controlling the humidity so necessary in textile plants. Willis Carrier adopted
the term and incorporated it into the name of his company. This evaporation of water in air, to
provide a cooling effect, is now known as evaporative cooling.
The first air conditioners and refrigerators employed toxic or flammable gases like ammonia,
methyl chloride and propane, which could result in fatal accidents when they leaked. Thomas
Midgley, Jr. created the first chlorofluorocarbon gas, Freon, in 1928. The refrigerant was much
safer for humans but was later claimed to be harmful to the atmosphere's ozone layer. Freon is a
trademark name of DuPont for any chlorofluorocarbon (CFC), hydrogenated CFC (HCFC), or
hydrofluorocarbon (HFC) refrigerant, the name of each including a number indicating molecular
composition (R-11, R-12, R-22, R-134A). The blend most used in direct-expansion home and
building comfort cooling is an HCFC known as R-22. It is to be phased out for use in new
equipment by 2010 and completely discontinued by 2020. R-12 was the most common blend
used in automobiles in the United States until 1994 when most changed to R-134A. R-11 and R-
12 are no longer manufactured in the United States, the only source for purchase being the
cleaned and purified gas recovered from other air conditioner systems. Several non-ozone
depleting refrigerants have been developed as alternatives, including R-410A, known by the
brand name Puron. The most common ozone-depleting refrigerants are R-22, R-11 and R-123.
Innovation in air conditioning technologies continues, with much recent emphasis placed on
energy efficiency and improving indoor air quality. As an alternative to conventional
refrigerants, natural alternatives like CO2 (R-744) have been proposed.[3]
The increase in use of air conditioning over the years has been implicated as a contributor to
increasing obesity, because appetite naturally decreases in uncomfortably high temperatures.[4][5]
Home air conditioning systems around the world
Domestic air conditioning is most prevalent and ubiquitous in developed Asian and Middle
Eastern nations and territories. This especially applies to capitals and urbanized areas where most
of the population lives in small high-rise flats. In these areas, with high summer temperatures
and a somewhat high standard of living, air conditioning is considered a necessity and not a
luxury. Japanese-made domestic air conditioners are usually window or split types, the latter
being more modern and expensive. In Israel, virtually all residential systems are split types.
In the United States of America, home air conditioning is most prevalent in the South/Southwest
and on the East Coast. Central air systems are most common in the United States of America,
and are virtually standard most of times in all new dwellings in most states.
In Canada, home air conditioning is less common than in East Asia and the United States, but it
still quite prevalent. This is especially true of the Great Lakes regions of southern Ontario and
Quebec, where there are especially high humidity levels. While window and split units are
common in these regions, central air systems are the most widespread in Western Canada. Few
Western Canadian homes are built with already-compatible central forced air natural gas heating
systems, making installing a central air system very simple. In Central Canada separate room-
based hydro powered heating is more common, leading to the higher cost of retrofitting a central
air system. The majority of modern urban high-rise condominiums built in Canadian cities have
air conditioning systems. It is also offered as a relatively low-cost option on most new built
homes. While energy is comparatively very cheap in Canada, the large size of the average
Canadian home and cold winters make heating and cooling one of the largest household
expenses. Canadian summers are uncomfortably hot, but rarely reach the dangerous temperatures
experienced in the United States or Asia. As such, many Canadians, especially in older homes,
simply choose to forgo air conditioning in lieu of simple fans and evaporative coolers. Aside
from the cost, air conditioning is often considered environmentally unfriendly, even though the
majority of household energy in Canada comes from hydro and nuclear. There have been a
number of advances in more environmentally friendly technologies, including geothermal
cooling, and a the Enwave deep lake system in Toronto that cools a number of office towers
using cold water from Lake Ontario.
In Europe, home air conditioning is generally less common, in part due to higher energy costs
and moderate summer temperatures. Southern European countries such as Greece, on the other
hand, have seen a wide proliferation of home air-conditioning units in recent years.[18] The lack
of air conditioning in residences, residential care homes and medical facilities was identified as a
contributing factor to the estimated 35,000 deaths – mostly in Germany, France and Italy – left in
the wake of the 2003 heat wave
Factors behind purchase of A.C
With summer right around the corner a air conditioner can be a lifesaver. Many people either
can't have or can't install air conditioning in their house, so a air conditioner may be the answer.
Heat waves kill hundreds of people each year and after staying hydrated, staying cool is the key
to being safe. Hot weather is dangerous for the elderly, young, and pets that stay at home. If you
don't fall into one of these categories, hot weather is still uncomfortable, sticky and grosse.some
of motivation factors behind purchase of A.C are given below-
1. Stay Cool in the summer
With summer quickly approaching and average temperatures getting hotter and hotter, finding
new methods of staying cool is critical. So major motivating factor is summer. A person cannot
tolerate hot weather he would surely like to spend 10000-15000 rs. To get rid of hot.
2. Status symbol
In modern era people do have money, people do not have money but everyone has ego. everyone
like to show more than he/she actually has.no one like to be ashamed infront of his relatives and
friends.so some people buy A.C only to show their status.
3. You Don't Have AC
Not having AC can make summer miserable. You may live in an apartment that doesn't have
central air or allow window units. You may rent a house that prohibits making any modifications
to the house. Maybe you can't afford the thousands of dollars it takes to install central air. You
may have a part of your house that never, ever cools off.
With a portable air conditioner, all of these problems are resolved. No modifications, minimal
cost, and it goes where you go.
4. Instant Gratification
In the middle of a heat wave a blast of cold air on your face is a god send. With a portable air
conditioner, you don't need to call a contractor, wait for an estimate, and wait for it to be
installed (if your luck is anything like mine, the day it starts working would be the coolest day of
the summer!). All you have to do is head to the store, buy it, take it home and enjoy.
5. It's Cheap
You can buy a great air conditioning unit for less than 15000rs.. They don't incur any installation
expenses. Portable air conditioners are very cost-effective if you live in a climate that only has a
few extremely hot days a year. As the technology has improved over the past three or four years,
air conditioner units have become extraordinarily more efficient than it was in the past. This
means lower operating cost and improved cooling.
6. It is Easy
It’s very easy to operate A.C once it has been fitted; there is no fear of short circuit and any
mishappening like in case of traditional coolers.
7. More Discounts and Opportunities

At the end of season or during festival times customers have lot of opportunities and discounts.
They can easily make their purchase. also now a days A.C are used as gifts. Yes, it is true and
surprising people exchange A.C during Diwali or at some other festivals.
2.
Literature Review
Kumar (1994) founded the impact of advertisement on the buying behavior with reference to the
consumer durables he said the consumer durable industry in the past few years has seen
tremendous growth. Advancements in the technology, government support and increased level of
interest among the private players into the industry has given rise to the healthy competition
between the various brands. Different companies are using different advertisement strategies for
building and managing of brands. Advertising in electronic media and newspapers are key
advertising areas in designing the advertising strategy. This study was carried out to identify the
advertising strategies of different companies and to know the impact of advertisements on
building and managing of brands in consumer durable industry. As there are many products that
come under consumer durables, it is necessary to choose one product among them in order for
market research. Hence this study was done in consumer durable industry in general and
refrigerators in particular. This was research also done to identify the major influence of
advertising in buying the favorite brand and to identify the impact of electronic media
advertising on purchase decision. A structured questionnaire was used to collect the consumer
responses on their awareness about different refrigerator brands, their media of information and
impact of advertisement on their purchase decision. Three popular brands were mainly identified
after conducting interviews with the consumers and these brands were used in the questionnaire
for evoking the responses of the consumers. Random sampling was used to select the sample
unit. The sample size was limited to 120 numbers selected from different source. The data
collection involved taking responses from different people like, students, businessmen,
housewives, executives etc also they belonged to different age groups and income groups.
Zaky (2001) founded that Consumers are the end users of goods and services while a group of
customers who purchase goods for inputs example organisations and businesses are referred to as
customers. We will focus on the main factors that influence customer buying behaviour and we
will focus on the economic, social and physiological perspectives
Biagia et al.(2004) conducted study on topic A Comparative Analysis Of The Purchase

Motivations Of Fair Trade Products: The Impact Of Social Capital.the Objective of this
paper was to analyse the motivations in the purchase of Fair Trade (FT) food products sold
in the World Shops (WS) in order to characterize WS consumer profiles according to the
ethical content of their motivations. A questionnaire had been distributed, at this end, to a
sample of consumers in Emilia Romagna, Puglia and in Campania. A principal component
analysis had been performed in order to identify the main motivations in the purchase. On
the basis of these results, consumers have been classified, by applying a cluster analysis, in
homogenous segments. The cluster analysis reveals that 76% of consumers in Emilia
Romagna buy FT products for an ethical motivation, 56% of consumers in Puglia and 43%
of consumers in Campania buy these products for an ethical motivation. These percentages
reflected the rank of social capital, intended as the civicness component a la Putnam, of the
regions analysed. These results showed a clear relationship between the civicness
component of social capital a la Putnam and the diffusion of consumer social responsibility,
even in the niche market of wss consumers.
Reberto devis (2005) In the competitive world of consumer products and services available
online,founded it is no longer sufficient to simply advertise your offerings, hoping that the target
audience will relate to the message and be converted into real consumers. It has become
increasingly necessary to identify the specific audience who would be a potential consumer and
then design your advertising and communication to grab the attention of this segment. A detailed
research and strategy needs to be formulated to identify and zoom in on the specific group who
are interested in your product. Researched target groups formed on the basis of procedures like
behavioral targeting help a business to eliminate the wastage of resources that takes place when
advertisers try to attract the masses who might not be interested in the product in the first place
thereby making the conversion rate of the audience into actual consumers very low.
Gupta (2007) founded that the field of consumer behavior is the study of individuals, groups or
organizations and the processes they use to select, secure, use and dispose of product, services,
experiences, or ideas to satisfy needs and impacts that these processes have on the consumer and
society. And understanding the consumer behavior is the prime and toughest task in front of
every marketer. There are a lot of factors, which influence consumer buyer behavior. This study
aimed at to understand the "influence of celebrity endorsee on consumer buying behavior and
marketing." Marketers pay millions of dollars to celebrity endorsee hoping that the stars will
bring their magic to brand they endorse and make them more appealing and successful. But all
celebrity glitter is not gold. Celebrity sources may enhance attitude change for a variety of
reasons. They may attract more attention to the advertisement than would non-celebrities or in
many cases, they may be viewed as more credible than non-celebrities. Third, consumers may
identify with or desire to emulate the celebrity. Finally, consumer may associate known
characteristics of the celebrity with attributes of the product that coincide with their own needs
or desire. The effectiveness of using a celebrity to endorse a firm's product can generally be
improved by matching the image of the celebrity with the personality of the product and the
actual or desired serf concept of the target market.
Azevedo (2008) explained that Consumer behaviour research is the scientific study
of the processes consumers use to select, secure, use and dispose of products and services that
satisfy their needs. Firms can satisfy those needs only to the extent that they understand their
customers.
The main objective of this paper was to study the gender differences in consumer buying
behaviour of a Portuguese population when they go shopping to buy apparel products. To
attain this objective a survey was developed and administered across Portugal. The findings
confirm the differences between women and men especially in terms of What, Where, When,
and How they buy.
McCormick (2010) conducted a research on Money a motivator for players in playoffs.he

explored that the CFL playoffs are about determining a champion and so much more. The ring
that is earned for winning a Grey Cup title is important, but the players are also playing for their
paycheques. That's significant because game cheques ended with the conclusion of the regular
season on the weekend. Under the terms of the collective bargaining agreement, each player on
the teams finishing first in their respective divisions and playing in the semifinals receive $3,300.
Participants in the division championships earn $3,500. The rewards increase in the Grey Cup,
with each player from the championship team receiving $16,000. The runners-up take home
$8,000 each.
Sharma ( ) in consumer behavior: the psychology of marketing studied various uses of knowing
consumer behaviour.The study of consumers helps firms and organizations improve their
marketing strategies by understanding issues such as how. The psychology of how consumers
think, feel, reason, and select between different alternatives (e.g., brands, products, and retailers);
it helps us to know the psychology of how the consumer is influenced by his or her environment
(e.g., culture, family, signs, media), the behavior of consumers while shopping or making other
marketing decisions,Limitations in consumer knowledge or information processing abilities
influence decisions and marketing outcome, How consumer motivation and decision strategies
differ between products that differ in their level of importance or interest that they entail for the
consumer..
Swatman et al.( ) conducted a study on customer preferences towards online shopping. He

found Online shopping has thus far tended to be a niche business - highly successful in selling
digital products such as shares, software and, increasingly, music and films, it has been less
successful in persuading the purchasers of "traditional" goods such as cars, clothes, toiletries, or
household appliances to forsake their physical retailers and move into cyberspace.
Tirmizi et. Al( ) investigated the relationship between independent variables which are shopping
lifestyle of consumers, fashion involvement of consumers, pre-decision stage and post-decision
stage of consumer purchase behavior with the attitudinal and behavioral aspects of impulse
buying behavior. This study attempts to explore the association exists between the variables
involved, by tapping the responses of 165 respondents from higher income group in the area of
Rawalpindi and Islamabad. The major findings of the study demonstrated an overall weak
association of the set of independent variables with the dependent variable but, the in-depth
analysis found that pre-decision stage of consumer purchase behavior is the only variable that
resulted into strong association with the impulse buying behavior. It’s true that young people
more often get attracted to products displayed on store shelves and has greater tendency of
impulse buying behavior but results of this paper showed no association of impulse buying in
higher income group of young people having prevalent impulse buying tendencies. This study
reported new evidences in the field of impulse buying behavior of consumers pertaining to the
local markets of the twin cities of Pakistan.
3.
Need of study
Consumers are the end users of goods and services while a group of customers who
purchase goods for inputs example organizations and businesses are referred to as
customers. We will focus on the main factors that influence customer buying behaviour
and we will focus on the economic, social and physiological perspectives.So it is very
important for companies to know motivators behind any purchase
4.
Objective of study
Objectives of the study are-
• To find the purchase motivators for Air conditioner.

• To study Customer perception towards buying of an Air conditioner.
Hypothesis
H0- There is no significant relationship between the motivation and purchase at the level of 5%
significance.
H1- There is significant relationship between the motivation and purchase at the level of 5%
significance
5.
Research Methodology
Research Design: Descriptive research design
Method of data collection: Data collection method in my research will be both primary as well
as seconrady.
Primary data
Primary data will be collected by questionnaire and direct interviewing the customers of A.C. So
that motivational factors and customer satisfaction can be measured.
Secondary data
Secondary data will be collected through following sources-
• Old researches
• From internet
• From newspaper
• Magazines
• Journals.
Sampling technique- Sampling technique for choosing respondents is convenience sampling.
Sample universe-Universe under study is Jalandhar region.
Sample size-70 customers.
Data analysis-Data analysis is done by making pie charts,bar graphs,mean graphs, tables.also
chi square test has been used. Ethnography is also used in this research
Significance of study-This study seems to be quite significant. As in this modern era companies
are facing a lot of competition. Companies have right to know what are the motivational factors
behind the purchase of an A.C, so that they may fulfill customers needs and demands.
6.
Quantitative Data analysis
Demographic profile
Age
Cumulative
Frequency Percent Valid Percent Percent
Valid 20-25 9 12.9 12.9 12.9
26-30 19 27.1 27.1 40.0
31-35 17 24.3 24.3 64.3
36-40 19 27.1 27.1 91.4
41-45 6 8.6 8.6 100.0
Total 70 100.0 100.0
sssss
Interpretation-it has been clear from above chart that most of respondents fall under the group
of 26-30 and 36-40. There are less respondents of young age (20-25) and old age (41-45).it
means these people are least interested and authorized to buy these things(A.C).
Gender of respondents
Gender
Cumulative
Valid Male 53 75.7 75.7 75.7
Female 17 24.3 24.3 100.0
Total 70 100.0 100.0
Interpretation-From above table and pie chart it is clear that more males buy A.C.So we can
take assumption that there are mainly males buyers. As professional females only likely to buy
A.C at their own so only their motivation can be studied.
Income
Cumulative
Valid 15000-25000 8 11.4 11.4 11.4
25000-35000 22 31.4 31.4 42.9
35000-45000 13 18.6 18.6 61.4
45000-55000 20 28.6 28.6 90.0
more than 55000 7 10.0 10.0 100.0
Total 70 100.0 100.0
Interpretation-It has been shown above that more respondents fall under 25000-35000 rs. and
450000-55000 rs. monthly income.so we can say that most people of this particular income
group likes to spent their income on these things.Reason may be 25000-35000 salary is enough
to buy an A.C.for 45000-55000 monthly income people are attracted most when there are
discounts and also they may use A.C in exchanging gifts at Diwali and other festivals.
1. Do you have Air conditioner?
have air conditioner

Cumulative
Valid yes 48 68.6 68.6 68.6
no 22 31.4 31.4 100.0
Total 70 100.0 100.0
Interpretation- From the data it has been found that 69% of respondents have A.C.but rest of
31% are do not have A.C.but these all people have purchase motivation. All of them are inspired
to buy A.C by some motivational factors.
2. When did you buy it?
when you buy it

Cumulative
Valid this year 8 11.4 11.4 11.4
last year 22 31.4 31.4 42.9
2 years ago 13 18.6 18.6 61.4
4 years ago 20 28.6 28.6 90.0
more than 6 years 7 10.0 10.0 100.0
ago
Total 70 100.0 100.0
Interpretation-Most of people buy it last year because last year prices of electronics inclined
down.some of them are having A.C with them four years ago.rest all of the respondents have
mixed response.
3. Which method (or methods) of payment did you use to make your this purchases ?
method of payment
Cumulative
Valid credit/debit card 23 32.9 32.9 32.9
cash on delivery 34 48.6 48.6 81.4
other method 9 12.9 12.9 94.3
instalments 4 5.7 5.7 100.0
Total 70 100.0 100.0
Interpretation-Most of the people prefer to give cash on delivery followed by credit/debit card
payment.it has been found that many few people go for payment in installments and other
methods of payment. The reason is A.C is not a very costly thing that require payment in
installments and other methods.
4. Who helps you decide whether go for purchase of A.C or not ?
helps you to decide to go for purchase

Cumulative
Valid search engine 2 2.9 2.9 2.9
personnel 22 31.4 31.4 34.3
recommendation
special offer 11 15.7 15.7 50.0
online advertising 3 4.3 4.3 54.3
stores i oftently buy 17 24.3 24.3 78.6
t.v add or print add 15 21.4 21.4 100.0
Total 70 100.0 100.0
Interpretation – From above data it is clear that most motivational factors behind the purchase
of A.C is personel recommendations. Electronic Stores from they oftently buy are also important
factor of motivation behind the purchase followed by T.V Advertisement/ print advertisements
and Special offers .All other methods of communication are not so important for Indian
customers
5. Did you ever refer anyone to make this purchase ?
you refer anyone to make purchase

Cumulative
Valid yes 48 68.6 68.6 68.6
no 22 31.4 31.4 100.0
Total 70 100.0 100.0
Interpretation-Most of the people refer others to make purchase if they are satisfied from their
own products.So word of mouth is major marketing tool for these companies.
6. How many A.C do you have at your home and office?

no. of A.C's you have at home and office

Cumulative
Valid 1.00 8 11.4 11.4 11.4
2.00 22 31.4 31.4 42.9
3.00 13 18.6 18.6 61.4
4.00 20 28.6 28.6 90.0
5.00 7 10.0 10.0 100.0
Total 70 100.0 100.0
Interpretation- Most of the people have more than one A.C.it means A.C is very common
electronic good in this modern era. it may be that it does not require high motivation for
purchase.
7. Which company do you prefer most while going for purchase of A.C?
company you prefer

Cumulative
Valid fuji 7 10.0 10.0 10.0
hitachi 19 27.1 27.1 37.1
L.G 20 28.6 28.6 65.7
samsung 15 21.4 21.4 87.1
voltas 9 12.9 12.9 100.0
Total 70 100.0 100.0
Interpretation-It is clear that Hitachi and L.G companies of A.C has equal preference among
respondents. Samsung Voltas also preferred to some extent. Fuji is least preferred among
respondents. Reason may be that price of all except Fuji might be affordable.
8.Normally you buyA.C/ other electronics products(if you do not have A.C) from?
normally you buy product from

Cumulative
Valid shops 47 67.1 67.1 67.1
sales represetatives 16 22.9 22.9 90.0
exhibition 7 10.0 10.0 100.0
Total 70 100.0 100.0
Interpretation –Most of people likely to buy a.c and other electronics goods from shops. For
expenditure of thousands rs. They can not believe a sales representative and exhibitions.they
prefer to go to shops to this purchase.
9.Tick the following statements according to scale given in questions.

satisfaction
from
inform basic status secondhand
Response/statements ation need useful symbol enjoyable healthy A.C
totally disagree 4 17 21 4 21 21 22
disagree 12 13 14 12 14 14 18
neutral 23 16 17 23 17 17 17
agree 21 16 13 21 13 13 12
totally agree 10 8 5 10 5 5 1
Interpretation-Actually there were seven statements four which response has to be in five point
likert scale. Most of respondents said that they have enough information of electronics products
so they can buy these goods at their own.But it is surprised not strange that people even have 4 or
5 A.C but it is not their basic need.only some people found it a useful thing yet also they are
buying.many people buy A.C just to show their status. Everyone know that it is not good for
health but they like to buy new A.C.thay are not satisfied from second hand A.C
10. According to you in which of the following category you are falling in
are you motivated for some purchase

Cumulative
Valid Highly 29 41.4 41.4 41.4
moderately 25 35.7 35.7 77.1
not at all 16 22.9 22.9 100.0
Total 70 100.0 100.0
Interpretation-Respondents gave mixed kind of response for this question. Very few people
said that they do not need any motivation for purchase. All other are highly or moderately
motivated for any purchase.
11. For each of the following, please tell which attribute & condition is most important
while purchasing air conditioner.
weight
waut services and
product warrant for after coolng
importance/attributes quality price transaction looks y delivery delivery of A.C
great deal 30 40 4 3 4 4 31 31
fair 30 23 14 21 14 14 26 26
a little 8 6 33 29 33 33 10 10
not at all 2 1 19 17 19 19 3 3
Interpretation-Price is most important factor behind purchase of A.C. Other factors emerged are
product quality, services after delivery and weight& cooling of A.C. These four factors are very
important behind the purchase of A.C. transaction, looks and warranty are least Important for
respondents
Hypothesis testing
H0- There is no significant relationship between the motivation and purchase at the level of 5%
significance.
H1- There is significant relationship between the motivation and purchase at the level of 5%
significance
Chi square test
price factor
Observed N Expected N Residual
great deal 40 17.5 22.5
fair 23 17.5 5.5
a little 6 17.5 -11.5
not at all 1 17.5 -16.5
Total 70
Test Statistics
price factor
Chi-Square 53.771a
df 3
Asymp. Sig. .000
Interpretation –
Price is the most significant motivational factor behind the purchase of A.C.As chi square value
is 53.77 which is more than table value at the level of 5% significance. so null hypothesis
rejected.Also significant value is .000 which is less than .05.so nul hypothesis is rejected. So
there is significant relationship between the motivation and purchase at the level of 5%
significance.most significant factor is price for purchase of A.C.
12. In future what do you expect from these shopkeepers or A.C producers?
future expectations
Cumulative
Valid more quality 4 5.7 5.7 5.7
more discount 14 20.0 20.0 25.7
quick delivery 33 47.1 47.1 72.9
great deal for past 19 27.1 27.1 100.0
purchases
Total 70 100.0 100.0
Interpretation- Most of the people want quick delivery and good deal for past purchases from
company. Because discounts are already provided by companies in off seasons.So consumer can
only expect for quick delivery of his good and good services to past purchased goods.
Effect of price on age

Interpretation-It is clear that only persons of age group31-35 and 41-45 years are more price
conscious.age group 36-40 and 26-30 years found to be least price conscious for the purchase of
A.C.youngsters of age 20-25 are somewhat conscious it might be the reason that they are not
going to buy A.C at their own. They have to demand it from their parents So they are some what
conscious.the age groups which are not conscious for prices are because at early stages of their
job they spend more and more.they never think about investment.
Effect of age on motivation

Interpretation-In young age people are highly motivated for purchase.motivation decreases as
they came the age of 26-40.As most of the people became self decision makers.But after 41
motivation again starts increasing.motivational factors can be anyone but there is motivation
behind the purchase.
Effect of income on motivation

Interpretation- It has been shown above that more respondents fall under 25000-35000 rs. and
450000-55000 rs are highly motivated. So we can say that most people of this particular income
group likes to spent their income on these things.Reason may be 25000-35000 salary is enough
to buy an A.C.for 45000-55000 monthly income people are attracted most when there are
discounts and also they may use A.C in exchanging gifts at Diwali and other festivals.
7.
Qualitative data analysis

Ethnography
Ethnography is essentially the study of a particular cultural group or phenomenon. Fieldwork is a
fundamental part of that study, and for anthropologists, ethnographic fieldwork involves
documenting people’s beliefs and practices from the people’s own perspectives
Introduction
Whenever you go into a shop or pick up the phone to place an order, something has prompted
you to take action and buy. Have you ever stopped to consider what that prompt was? What
thought went through your mind, which led to you putting your hand in your purse or wallet?
It's all down to motivation - what motivates you to buy. Understanding your motivation and that
of your customer's will help increase sales and profits! So, let's spend some time examining what
motivates people to buy and how you can apply this knowledge to help make your business more
successful.
Motivation - 3 basic drivers
Any purchase boils down to satisfying a need, want or desire. These are 3 distinct stages. You
usually have to satisfy your needs before you can progress up to wants and desires. Let's have a
look at each of them in turn.
Needs
Abraham Maslow, in his work on needs, highlighted that at the basic level, before we can
consider 'bettering' ourselves, we have a set of requirements that are essential to survival. The
most basic of these needs include food, water, heat and shelter. This is mass-market appeal, from
the big supermarkets down to your local corner shop. Sell into the 'needs' category and you are
looking at high volume low margin. Other than the odd special promotion, you rarely see the
local shop advertising; they know that they will always get a core trade because they are
satisfying needs (a bottle of milk at 9 o'clock at night!).
Wants
You're getting warmer now! You are getting into the realms of people who have satisfied their
basic requirements and can afford to step up the ladder to satisfy their wants. These are 'nice-to-
have' items - not essential but they make life comfortable. A car, a TV, a CD/DVD player -
generally a decent standard of living. To capture the market of satisfying people's wants you will
have to work a bit harder on two fronts.Firstly, the customer can take it or leave it. He may not
really need it at the end of the day, so you have to clearly highlight the benefits. Secondly, there
is always someone else offering the same product. In this day and age you could argue that
wants, to many people, have become needs, so there is an element of mass-market selling in this
sector. You are up against many other businesses offering your product; you have to advertise,
make people chose you over your competition. You will make a decent living and create a decent
business. But you should want more than this! To achieve greater success, you have to find a
product that satisfies desires!
Desires
Desires spring from emotions. Big, profitable sales are achieved on the back of emotions. Why?
Because if someone has a burning desire to satisfy, then logic more or less flies out of the
window! Someone buying on emotion will pay a high price - excellent profit for you. If you are
in the business of satisfying desires then you are probably selling niche products or services,
something, which doesn't have mass-market appeal. You are focused on people who are happy to
pay a premium to get what they want. A businessman's heaven!
Understand the real motivator
Having identified the 3 buying motivators, the next step to sell effectively to these groups is to
see what the underlying need, want or desire is. Getting an idea of what drives your customer to
buy means you can tailor your sales message accordingly.
The need motivator

• To eat and drink - to stay alive

• To stay warm
• To have shelter
• To be healthy and clean
• To avoid pain
• To ensure general security and protection
The want motivators
• To be sociably acceptable - 'everyone has one'

• To look and feel good - sex appeal!
• To save time or money
• To improve general comfort levels
The desire motivators

Although some of these can be similar to the want motivators, desire motivators are more driven
by emotion and so the need to achieve is more passionate - money is almost no object.
• Sex appeal
• To improve social standing - not just keeping up with the Joneses but to be better
• To demonstrate love
• To gain prestige or to impress
• To be popular
• Regaining a forgotten youth
You can see by comparing the various motivators that selling to the desire group can be easier
and more profitable. They have more money and so you don't have to try hard to sell your
product. All you have to do is uncover which motivator is pressing them to consider purchasing
and exploit it! There's nothing better than being in a niche market.
Problem
To find various purchase motivators buying of A.C
Environment
It is being done in natural settings by becoming an non-participant observer.I use to notice

people in malls like life style at Diwali season and other other electronic shops in Jalandhar.there
are some factors which I have found as purchase motivators for purchase of an A.C.
Analysis
Consumers are the end users of goods and services while a group of customers who purchase
goods for inputs example organisations and businesses are referred to as customers. We will
focus on the main factors that influence customer buying behaviour and we will focus on the
economic, social and physiological perspectives. The economic perspective of customer
behaviour focuses on the price of products, advertisement and also the income levels of buyers,
the sociological point of view focuses on reference groups and culture and finally the
psychological perspective focuses on the decision making process and motivation theory.
PRICE
A fall in the price of a product will result to an increase in the quantity of a product purchased,
however these depends on the price elasticity of a product. If a product is price elastic and this
means that the price elasticity of the good is more than one, then the products demand will rise at
a greater proportion than the rise in price. If the price elasticity of a product is less than one then
the demand for the product will not rise at a greater proportion than the price.
The price of substitutes also play a major role in determining the consumers purchasing
behaviour, in a situation where a substitute of a product is less expensive, then the consumer will
purchase the substitute. under the price of a product we will also consider the risk associated
with buying a certain product, the more expensive a product is the higher the risk and the higher
the consequences of making the wrong decision, buyers will also consider the scrap value of and
mostly this is associated with vehicle and machinery product, products with very high prices and
low scrap value will be less preferred.
Another consideration is the price of the complimentary good, if the price of the
complementary good is high then a consumer will be less likely to purchase the product, a good
example is petroleum products and vehicles, if the price of petroleum products is too high then
the consumer will less be likely to purchase a vehicle, this can associated with the running cost
of the product to be purchased will be high and therefore a rational consumer will not purchase
the product with high running cost.
Future expectations about changes in prices will also influence the buying decisions of
consumers, if consumers expect a rise in price in the future for a certain product then they will
tend to purchase that good in large quantities to avoid high prices of the product in the future.
Therefore the price of a product is a factor that influences the consumer buying decision, the
consumer will purchase goods rationally to optimise on his real income and also maximise his
utility, prices of substitute and complementary goods play a role in consumers decision making
on what to buy and in what quantity.
INCOME
Income is also another major factor that influence the buying decisions of consumers, the
consumers disposable income play a major role in determining what to buy and in what
quantities, however this depends on the income elasticity of a certain product, if the consumers
disposable income increases and that the income elasticity of demand for that good is greater
than one then the proportional rise in the demand for that product is greater than the rise in
income levels. Certain goods also will be purchased by high income earners, for example high
income earners will tend to purchase expensive luxurious goods while low income earners will
purchase cheap goods; however there is need to consider the type of good that is produced such
as giffen goods whose demand decreases as the income levels rise. Therefore we can conclude
that income levels do influence the purchasing decision of consumers.
AVAILABILITY OF CREDIT FACILITIES:

The availability of credit facilities means that a consumer can purchase products on credit basis;
therefore the consumer can still afford to purchase very expensive products despite his or her low
income. The existence of credit facilities will influence the customers buying decision and also
influences impulse buying in that the consumer will purchase goods on credit without having to
consider his low income or financial constraints.
REFERENCE GROUPS
Reference groups are those groups used by individuals as a point of reference for their own
judgement, values and behaviour. The reference group shapes the taste and preference of an
individual, however this depends on the level of conformity to the group where the level of
conformity varies from one individual to another, the level of conformity depends on the degree
of dependence to the group, benefits yielded by an individual from the group when they conform
and finally the sanctions that arise as a result of non conformity to the group. Therefore the
reference groups that include religious groups, the family and the peer groups are major
determinants of the buying decision making of an individual in the group.
NEED SATISFACTION
We will focus on the Maslow's theory of motivation, this theory suggest that human beings seek
to satisfy lower needs and then the higher needs, he hieratically arranged human needs from low
needs to higher needs as follows:
Physiological needs- this include the basic needs such as food and shelter
Safety- this include shelter and the needs to protect one from danger
Affection- these are the needs for one to belong to certain groups or family
Self esteem- these are the needs for recognition and dignity
Self actualisation- these are the needs to realise our full potential
Depending on the type of need a product is designed to satisfy it highly influences the consumers
decision, consumers will tend to satisfy the lower needs then move on to the next level of needs.
The motivational theory is a break through to the explanation of decisions made by consumers
regarding satisfaction of need of certain products, however certain products are designed to
satisfy more than one need example food may be designed to satisfy a physiological need and at
the same time a social or recreational need.
TECHNICAL ASPECT
Under the technical criteria consumers will make buying decisions depending on the
performance which will be evaluated depending on the reliability, durability, comfort and
convenience of the product. Products that posses the above properties will be more likely to be
purchased by consumers compared to other products with lesser properties mentioned.
ADVERTISEMENT
Advertisements also act as an influence to the buyer's decision to buy; adverts are means by
which the availability and the quality of products are notified to consumers. Also they act as
ways in which confidentiality is increased to the buyers of a product, a good example is where
vehicle manufacturing firms continue to advertise products and owners of such products will
always check these adverts for the reassurance of the quality of the products they already bought.
Therefore adverts are a major influencing factor to buyers when they decide what to buy, they
are persuasive in nature and also they provide information about a product including quality,
offers and price cuts, availability of a product and the price of the product and this aids the
consumers to make quick decisions about purchasing a product. The adverts also aid in building
brand preferences and loyalty through their constant and consistent campaigns.
5 Emotional Motivators That Get People to Buy
Certain products evoke such feelings such as fun, pride and pleasure, when consumers attach
certain emotions to a product then this will influence their buying decisions, a good example is
the rejection of the new coca cola brand in 1985 despite its preferred taste people still preferred
the old brand because they had already certain attached emotions to the old brand.
Have you ever purchased something from pure emotion? At one time or another, everyone has
walked into a grocery store and picked up something that wasn't on their list just because at that
particular moment is was something that they just had to have. I have listed 5 emotional
motivators that usually get people to buy.
1. Getting something for free:

People love to get something for free or at a bargain. By giving away a free report, E-book or
sample of your products, this is a great motivator to entice someone to opt-in to your site. This is
also why EBay is so popular because you can find great bargains on things that you want or need
because of their prices.
2. Connecting with others:

People enjoy coming to seminars because they will be able to network and connect with link-
minded individuals. People enjoy connecting with others so if you build a relationship with your
prospect, that will build trust and therefore they will purchase your product from you. You've
made a genuine connection.
3. Fear:
The fear of loosing something is a powerful motivator. There is the fear that you need to take
action right now such as this offer is only available within the next 24 hours, the sale ends at
midnight or there are only 30 copies available. Motivation comes from an emotional place.
People start seriously contemplating what this might cost them if they don't act now.
4. Effortless ways to make easy money:

People are always enticed when they think that there are effortless ways to make really easy
money. Slot machines are a perfect example. You see ads all the time that say by attending,
buying or joining now we will help you make money effortlessly.
5. Making your dreams come true:

People will purchase when motivated by something that they truly want or have been dreaming
about. Some people want a new car, some want financial security, some want to take more
vacations, some want to spend more time with their family, some people just want a date.
Whatever the case may be, people truly want to make their dreams come true.
8.
CONCLUSION
Consumer buying decisions will in most cases be influenced by the prices, income, and
availability of credit facilities, emotional attachment, need satisfaction, technical factors and
advertisements. When products prices are low the more the consumer is influenced to buy the
product, however the influence of price depends on the price elasticity.
Income also plays a major role in determining the consumer's decision on buying, the higher the
disposable income the more the quantity of products a consumer will buy, this however depends
on the income elasticity of the product, however there need to distinguish the type of good
because some goods are less demanded as income rises.
Under the need satisfaction we consider the Maslow's motivation theory where consumers will
first satisfy the lower needs before moving on to higher needs. Advertisements also pay a major
role in shaping the preferences of consumers in that they persuade buyers to buy certain
products, they inform consumers on the availability of certain products, quality and also help
build brand loyalty.
All this factors contribute to the decisions consumers make when deciding on what to buy,
therefore consumer's decisions depend upon so many factors which must be taken into
consideration by firms when undertaking market research in order to increase their sales volumes
to attain higher profits.
9.
BIBLIOGRAPHY
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Commerce Research, VOL. 6, NO.2, 2005Page 79
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Behaviour (2nd edition) Australia: Prentice Hall, 2001
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"Purchase Motivators For Air Conditioner": by - Ankita Jain Rq1001A-05

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“Purchase

“Purchase Motivators for Air Conditioner”

An air conditioner (often referred to as AC) is a home appliance, system, or mechanism

Home air conditioning systems around the world

Factors behind purchase of A.C

1. Stay Cool in the summer

3. You Don't Have AC

7. More Discounts and Opportunities

Biagia et al.(2004) conducted study on topic A Comparative Analysis Of The Purchase

McCormick (2010) conducted a research on Money a motivator for players in playoffs.he

Swatman et al.( ) conducted a study on customer preferences towards online shopping. He

Objectives of the study are-

• To find the purchase motivators for Air conditioner.

Research Design: Descriptive research design

Sampling technique- Sampling technique for choosing respondents is convenience sampling.

Sample universe-Universe under study is Jalandhar region.

Sample size-70 customers.

Quantitative Data analysis

1. Do you have Air conditioner?

have air conditioner

2. When did you buy it?

when you buy it

4. Who helps you decide whether go for purchase of A.C or not ?

helps you to decide to go for purchase

5. Did you ever refer anyone to make this purchase ?

you refer anyone to make purchase

6. How many A.C do you have at your home and office?

no. of A.C's you have at home and office

company you prefer

normally you buy product from

9.Tick the following statements according to scale given in questions.

are you motivated for some purchase

while purchasing air conditioner.

Chi square test

Effect of price on age

Effect of age on motivation

Effect of income on motivation

Qualitative data analysis

Understand the real motivator

The need motivator

• To eat and drink - to stay alive

The want motivators

• To be sociably acceptable - 'everyone has one'

The desire motivators

It is being done in natural settings by becoming an non-participant observer.I use to notice

AVAILABILITY OF CREDIT FACILITIES:

5 Emotional Motivators That Get People to Buy

1. Getting something for free:

2. Connecting with others:

4. Effortless ways to make easy money:

5. Making your dreams come true:

 Saprikis Vaggelis (2010), Perceptions towards Online Shopping In IBIMA Publishing

 The State of E-Commerce: Online Shopping Trends,By James Maguire

 Research report By: Thijs L. J. Broekhuizen ,University of Groningen, The Netherlands

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