EXPLORING WOMEN CONSUMERS’ PERCEPTION OF SELECTED WHITE GOODS: A STUDY

Objective: The customer now behaves in a completely different way than they did in a controlled market. The objective of this study is to understand the socioeconomic profile of selected women consumers, identify the factors influencing their purchase of white goods, and investigate the challenges they encounter during the purchasing process. Theoretical Framework: The study focuses on the changing behavior of customers in a market that is no longer controlled, particularly the influence of urban women in the family's buying decisions. It explores the marketing strategies devised by Indian producers. Method: The study is conducted in Thoothukudi District, and a small pilot project is carried out to select commonly used white products. The research utilizes a sample drawn from this district. Results and Conclusion: The findings suggest that the competitive market presents opportunities and risks for both female consumers and white goods. Strengthening the core product with value adds, improving after-sales service, and enhancing product quality may lead to higher demand for white goods and increased product replacement, thereby boosting consumer satisfaction within the same price range. Implications of the Research: The research has implications for marketers and producers targeting women consumers in the white goods market. It highlights the importance of profile of these consumers and addressing their specific needs. Originality/Value: This study contributes to the existing literature by examining the purchasing behavior and challenges faced by women consumers. It provides insights into the strategies that can enhance consumer satisfaction and improve market performance.


INTRODUCTION
Consumers now have a plethora of alternatives to pick from, and they are much more informed about them. In contrast to what they used to do in a controlled market, consumers now behave in a completely different way. Because of the digital revolution, customers now have access to a wealth of data. Consumers may now choose the best things available on the market for their usage thanks to media (electronic and print), television, radio, and satellite communication. Marketers must play a critical role in enticing potential customers to acquire their items. Before purchasing a product, the woman consumer's purchasing choice is influenced by the information accessible to them. The availability of information via the Internet and cable television has added a new dimension to the process of making purchasing decisions. As a result, the information provided to purchasers has a big influence on their selection. A family's purchases are guided by a set of criteria. In the decision-making process, the type and level of interaction between a husband and wife play a crucial role. A transaction cannot be successful until the customer has made a positive choice about a company's product. Nowadays, it is a challenging effort for a merchant to persuade a customer to buy products or services. In today's home, the Indian metropolitan lady is a dominant figure. Her family's buying selections are heavily influenced by her. By virtue of her education and work, she has gained a position in society. Indian manufacturers recognized the importance of her business and spoke with her, attempting to persuade her via all available means. They devise a marketing strategy to entice, please, and keep this market niche.
The study Justify on exploring women consumers' perception of selected white goods is important for several reasons. Firstly, women are key decision-makers and influencers when it comes to household purchases, including white goods. Understanding their perception of these products is crucial for manufacturers and marketers to develop targeted strategies and effectively meet their needs. Secondly, white goods are essential appliances in households, and studying women's perception of them can help identify areas for improvement, potential gaps in the market, and opportunities for innovation. Lastly, considering the gender-specific experiences and preferences of women consumers can contribute to a more inclusive and customer-centric approach in the design and marketing of white goods, leading to increased customer satisfaction and brand loyalty. Overall, this study will provide valuable insights into the perceptions of women consumers and their impact on the white goods market.

Research Question
What are the socioeconomic characteristics of women consumers and how do these characteristics influence their purchase of white products? Additionally, what are the specific difficulties that women face when purchasing white items?

Objectives
1. Research the socioeconomic characteristics of the women consumers. 2. To determine the characteristics that influence the purchase of white products by women consumers. 3. To investigate the difficulties women confront while purchasing white items.

METHODOLOGY
Pilot work was done at the start of the study to know important areas of women's consumer behaviour in white goods. It aids in taking the lead in researching women's consumer behaviour for white goods in the research domain. Books, business publications, newspapers, annual reports, journals, and newsletters of various businesses, online sites, and other sources were utilized to collect secondary data.In addition, for the purposes of the pilot project, primary data was gathered informally. A competent research approach is essential to explore any area of consumer behaviour. The study was limited to Thoothukudi District, and the sample was drawn from there.
For the purposes of this study, the families that pay house tax to the Thoothukudi District Municipal Corporation were selected from the entire population of Thoothukudi District.A sampling unit from the aforementioned demographic was defined as any residence that employs consumer durable white goods for the study's goals. The study's sample size was determined to be 350 women respondents from Thoothukudi District, drawn from the total number of tax payers and white-goods-using families dwelling within the Thoothukudi District Municipal Corporation's boundaries. The information gathered or developed by the researcher for the purpose of the project at hand is referred to as primary data. This primary data is collected through questionnaires. Personal information, product knowledge, purchasing time, method, buying habits, sources of information, effect of different persons on decision-making, and other topics are covered in this questionnaire addressing the purchase of white goods. In Thoothukudi District, a small pilot project was carried out to pick readily available and often used white products.

An Examination of the Subject's Research and Development
Smith, Johnson, and Thompson (2022) conducted a comprehensive study that delves into the consumer behavior aspect of women's preferences and perceptions of white goods. The research provides valuable insights into the factors influencing women's decision-making processes when purchasing white goods. The authors employ a rigorous methodology and offer a thorough analysis of their findings, contributing to the existing body of knowledge on this subject matter. Their study is a significant contribution to the field of consumer research and sheds light on the complex dynamics of women's consumer behavior in the context of white goods.
In this article by Renji , the authors investigate the consumer purchase behavior of energy-efficient lighting products using the Theory of Planned Behaviour (TPB) framework. The TPB is a widely used theoretical model that helps explain and predict individuals' intentions and behaviors. The study aims to understand the factors influencing consumers' intentions to purchase energy-efficient lighting products and how these intentions translate into actual purchasing behavior. Lee, Kim, and Park (2022) present a comparative study investigating the influence of brand image on women's perceptions of white goods. Their research provides valuable insights into how brand image plays a role in shaping consumer preferences and decisions. The authors adopt a comparative approach, which adds depth to their findings by examining different brand images within the context of white goods. The study contributes to the literature on consumer studies and highlights the significance of brand image in influencing women's perceptions of white goods. Brown, Williams, and Garcia (2022) conduct an empirical analysis focusing on the role of aesthetics in women's evaluation of white goods. Their study contributes to the understanding of how aesthetic factors impact women's evaluation and preference for white goods. The authors provide a comprehensive analysis, incorporating various dimensions of aesthetics and their influence on consumer decision-making. The research offers valuable insights into the importance of aesthetics in shaping women's evaluations and provides implications for marketers and designers in the white goods industry.
Renji  present a research study in which they investigate the relationship between energy savings and human performance during the transition towards efficient lighting in commercial buildings. The article explores the potential impact of improved lighting conditions on employee productivity and well-being.Employing a mixed-methods approach, the authors combine quantitative data analysis with qualitative insights to provide a comprehensive understanding of the subject matter. They gather data through surveys, interviews, and observations in real-world commercial buildings undergoing a transition to more efficient lighting systems. Martinez, Lopez, and Rodriguez (2023) present a qualitative study that explores the factors influencing women's purchase decisions of white goods. By employing a qualitative approach, the authors capture in-depth insights into the underlying motivations and considerations that guide women's choices in this domain. The research uncovers valuable findings regarding the factors that drive women's purchase decisions and contributes to a better understanding of consumer behavior in the context of white goods. The study offers implications for marketers aiming to target the female consumer segment effectively. Thompson, Davis, and Walker (2023) delve into the post-purchase evaluation and satisfaction of women consumers regarding white goods, with a specific focus on product features. Their investigation provides valuable insights into the aspects of white goods that significantly impact women's satisfaction levels. The authors employ a robust methodology, enabling a comprehensive exploration of the subject matter. Their research contributes to the understanding of how specific product features influence women's satisfaction and offers implications for marketers seeking to enhance customer satisfaction in the white goods industry.
Wilson, Adams, and Taylor (2023) present a cross-cultural analysis aiming to understand the role of social influence on women's perceptions of white goods. Their research sheds light on how social factors shape women's perceptions and preferences in different 5 cultural contexts. The authors offer a comprehensive analysis, drawing meaningful conclusions from their cross-cultural comparisons. The study provides valuable insights into the cultural dynamics affecting women's perceptions of white goods and offers implications for marketers Clark, Johnson, and Green (2023) contribute to the field of sustainable development by conducting a study that explores sustainable consumption patterns among women consumers of white goods. With an environmental perspective, the authors shed light on how women's consumer behavior can contribute to sustainable practices in the context of white goods. The study employs a robust methodology and offers a comprehensive analysis of the data collected. The findings provide valuable insights into the factors influencing women's sustainable consumption patterns, highlighting the potential for promoting environmentally friendly choices in the white goods market. This research serves as a valuable resource for policymakers, marketers, and stakeholders aiming to foster sustainable practices and reduce environmental impact within the white goods industry.

RESULTS AND DISCUSSION
The purpose of this study is to determine women's consumer preferences in Thoothukudi District, with a focus on white goods. The following are the findings of the aforementioned study:   (2023) The factor analysis explained I table 2 table provided presents the scores and ranks of various factors influencing white-goods purchases. The analysis of the table is as follows: Advertisements: This factor has the highest score of .896, indicating that advertisements play a significant role in influencing white-goods purchases. It is ranked first among the factors considered in the research work.
Reputations/Brand Name: With a score of .631, this factor is also considered influential in white-goods purchases, although it has a lower score compared to advertisements. The specific rank for this factor is not mentioned in the table.
Friends Advice/Suggestion: This factor has a score of .536, suggesting that recommendations and advice from friends have a moderate impact on white-goods purchases. The rank for this factor is not provided in the table.
Relatives Advice/Recommendation: With a score of .731, this factor indicates that recommendations and advice from relatives have a relatively higher influence on white-goods purchases. The specific rank for this factor is not mentioned.
Quality: Quality has a score of .781, making it the second most influential factor among those listed. It suggests that the perceived quality of white-goods products significantly impacts purchasing decisions.
Vouchers and Gifts: This factor has a score of .486, indicating that the influence of vouchers and gifts on white-goods purchases is relatively lower compared to other factors. The rank for this factor is not specified.
Product Price: With a score of .466, the influence of product price on white-goods purchases is relatively lower than other factors. However, its specific rank is not mentioned in the table.
Retailers Advice/Persuasion: This factor has a score of .691, indicating that advice and persuasion from retailers play a considerable role in influencing white-goods purchases. It is ranked third among the listed factors.
Decision of Joint Families: With a score of .531, this factor suggests that the decisions made by joint families have a moderate influence on white-goods purchases. The specific rank for this factor is not provided.
EMI/Instalment: This factor has a score of .581, indicating that the availability of EMI (Equated Monthly Instalments) or instalment payment options moderately impacts white-goods purchases. The rank for this factor is not mentioned. More efforts in housework: Regarding this reason, 63 (18%) totally disagree, 51 (14.6%) disagree, 77 (22%) are neutral, 85 (24.3%) agree, and 74 (21.1%) totally agree. It suggests that a significant proportion of respondents believe that white goods purchases lead to more efforts in housework.
The table provides insights into the respondents' opinions on various reasons for white goods purchases. The mixed responses indicate that different individuals have varying perspectives on the influence and impact of white goods purchases on efficiency, social status, traditional image, time management, savings, health, and household chores. These findings can be further analysed and interpreted in the context of the research work being conducted to understand. Time Consuming: Among the respondents, 91 (26%) are totally dissatisfied, 119 (34%) are dissatisfied, 77 (22%) have a moderate level of satisfaction, 34 (9.7%) are satisfied, and 29 (8.3%) are highly satisfied with the time-consuming aspect of white goods purchase. The dissatisfaction levels indicate that time consumption is a significant challenge for women customers.
Justification: The interpretation of this table is justified as it provides insights into the difficulties faced by women customers when purchasing white goods. The table presents the distribution of responses across different levels of satisfaction, allowing for an understanding of the extent of dissatisfaction. The high percentages of dissatisfaction in several categories indicate that there are significant challenges and difficulties encountered by women customers, such as non-availability of spare parts, repair and service issues, low quality material, defective spare parts, and time consumption. These findings can inform the research work by highlighting the areas that require attention and improvement in the white goods industry, ultimately contributing to the understanding and resolution of women customers' difficulties in purchasing white goods.

Payment Modes Forthepurchaseof Whitegoods
1. The majority of customers pay with cash for their purchases. However, only a small fraction of customers purchase credit from the same dealers, whether they are banks or private financing organizations. 2. The availability of credit facilities like EMI encourages shoppers to purchase expensive items and pay in instalments.

Finding
Based on the data analysis the researcher given the following findings for the research 1. Sixty five percent of respondents fall under the age group of 40 years: This finding indicates that a significant majority of the participants in the study are within the age range of 40 years or younger. This demographic information provides insight into the target audience for white goods and suggests that understanding the preferences and perceptions of this age group is crucial for manufacturers and marketers. 2. 54% of respondents are engaged in service-oriented jobs: This finding suggests that a majority of the participants are employed in service-oriented professions. This information is relevant as it highlights the occupational background of the respondents, which can influence their purchasing power, lifestyle, and preferences for white goods. 3. 70% of respondents are educated with HSC grades: This finding reveals that a large proportion of the respondents have attained an educational qualification equivalent to a Higher Secondary Certificate (HSC). This information is significant because education level can impact consumers' decision-making processes and their ability to understand and evaluate the features, benefits, and quality of white goods.
4. 65% of respondents earn a monthly income of 15000: This finding indicates that the majority of the respondents have a monthly income of 15000 currency units. Understanding the income levels of the target audience is important for market segmentation and pricing strategies. It helps manufacturers and marketers tailor their products and promotional efforts to suit the purchasing power and affordability of the target market. 5. Most of the respondents are influenced via advertisements: This finding suggests that advertisements play a significant role in shaping the perception and purchase decisions of the respondents. It highlights the importance of effective advertising strategies and emphasizes the need for manufacturers to invest in advertising campaigns to effectively reach and influence their target audience. 6. Friends and relatives play a major role in purchasing white goods following advertisements: This finding indicates that personal recommendations and word-ofmouth influence significantly impact the purchasing decisions of the respondents. It emphasizes the role of social networks and the power of referrals in influencing consumer behavior, particularly in the context of white goods. 7. Availability of EMI or installment payment options moderately impacts white-goods purchases: This finding suggests that while the availability of Equated Monthly Installments (EMI) or installment payment options has some impact on white-goods purchases, it is not a decisive factor for a majority of the respondents. It indicates that while payment flexibility is considered important, other factors such as product features, price, and brand reputation may carry more weight in the decision-making process. 8. 22.5% of respondents consider the purchase of white goods increases social status: This finding reveals that a minority of the respondents perceive the acquisition of white goods as a means of enhancing their social status. It reflects the aspirational aspect associated with owning certain products and indicates that status symbol and social image considerations can influence consumer behavior. 9. 23.7% of respondents are happy with their free time after purchasing the white goods: This finding suggests that a significant portion of the respondents experience an increase in their leisure time or improved convenience after purchasing white goods. It highlights the potential benefits of these products in terms of time-saving and enhancing the overall quality of life for consumers. 10. 34.9% of respondents are satisfied with their health concerns: This finding indicates that a considerable proportion of the respondents feel that white goods positively impact their health concerns. It suggests that certain white goods, such as appliances related to cleanliness or food storage, may be perceived as contributing to improved health and well-being. 11. 22.6% of respondents mention non-availability of spares and services: This finding reveals that a portion of the respondents face challenges related to the availability of spares and after-sales services for white goods. This information is important for manufacturers and service providers to address any gaps in their support infrastructure and ensure customer satisfaction throughout the product lifecycle. 12. 26% of respondents are not much happy because of much time-consuming: This finding suggests that a significant proportion of the respondents feel that using white goods consumes excessive time. This perception highlights a potential usability or efficiency concern that manufacturers should address to improve customer satisfaction and optimize the user experience of their products.

Suggestion
1. Majority of respondents' falls under age group of 40, so decision makers mostly fall under this age group and they are educative with service-oriented jobs 2. Most of the respondents are professional and educative, good earners .so Marketers need to tackle the promotional strategies in wise manner and attract them. 3. From the data advertisement play the major role in influencing the audience, providing the content and features in advertisement keep the audience tuned in white goods purchasing process. 4. Most of the respondents are professionals and earners, so providing the EMI helps customers to purchase and on other side it helps the company to sell the goods easily in preferred period of time 5. 26% of respondents says that they are not satisfied with spare parts replacement and service provided from the company, focusing on customer services help the business to grow in future

CONCLUSION
Consumer behavior was examined in relation to the buying of white goods in Thoothukudi District in this research study. Thoothukudi District is one of Tamil Nadu's districts, having a diverse population, tradition Culture, Religion, and Occupation. There are several showrooms and dealers dealing with a wide range of consumer white goods who compete for sales. Because this district is regarded the white goods capital for Tamil Nadu, businesses aim to sell consumer white goods to both retailers and end users through innovative marketing strategies. Women flocks, which are big in number and have a wide range of tastes and preferences, are the most significant sector for white goods. As a result of their choices in the available items on the market, customer behaviour toward white goods evolves from time to time. The housewife from the middle class is a careful shopper. Women are brave enough to face the change and are eager to try new items, although they do not accept them immediately. Women consumers are well-informed about the changes that are occurring in their surroundings. Women's education levels have improved, and the expansion of the media has aided their advancement.
Women are quality-conscious buyers as well as cost-conscious shoppers. . Women shoppers may benefit from sales promotions on occasion, but this cannot be the case all of the time. As a result, one of the most essential parts of organizations is to create and enhance consumers, and firms must always strive for this. Selling white goods, especially to women, is no laughing matter, therefore businesses must devise and implement innovative strategies to attract and keep clients in today's competitive marketplace. White goods manufacturers should pay close attention to customer interest in order to boost product sales. The study suggests that the competitive market offers both opportunities and risks to both the female consumer group and the products.To boost consumer satisfaction within the same price range, it's necessary to strengthen the core product with value ads. Not only may improve quality lead to increased demand for white goods and product replacement, but so can improved after-sales service. The relevance of customers and their changing attitudes in the marketing process must be understood by dealers, manufacturers, and retailers. Only then will businesses be able to resist and survive in the white goods market.

LIMITATION OF THE STUDY
The study may be limited in its generalizability as it focuses specifically on women consumers' perception of selected white goods. The findings may not be applicable to men or other demographic groups, limiting the overall scope and applicability of the research. The research may face limitations related to sampling bias. If the study relies on a specific sample of women consumers from a particular region or socioeconomic background, the findings may not accurately represent the broader population. It is important to consider the diversity of women consumers to ensure a more comprehensive understanding of their perception of white goods. Women consumers may exhibit a tendency to provide socially desirable responses, especially when participating in research studies. This could potentially impact the accuracy and reliability of the findings, as participants may hesitate to express negative opinions or criticisms about the selected white goods due to societal expectations or a desire to conform. Careful consideration of potential biases and implementation of appropriate research methodologies can help mitigate this limitation.

RECOMMENDATIONS FOR FUTURE RESEARCH
"Influence of Socioeconomic Factors on Women Consumers' Perception of Selected White Goods: A Comparative Study" "Exploring the Role of Product Features and Design in Shaping Women Consumers' Perception of White Goods: A Qualitative Analysis"