Factors affecting consumer behavior in purchasing washing machine in Metro Manila

• Main Author: Sioco, Adrian Jasper
• Format: text
• Language: English
• Published: Animo Repository 2012
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/4307
• Institution: De La Salle University

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.