Impact of After Sales Service on Consumer Buying Behaviour

1
PROJECT REPORT
ON
“IMPACT OF AFTER SALES SERVICE ON CONSUMER BUYING
BEHVIOUR WITH REFERENCE TO ELECTRONIC GOODS”
Submitted to
Rashtrasant Tukadoji Maharaj Nagpur University for Partial
Fulfillment of the Degree of Master in Business Administration
(MBA)”
Submitted by:
Mr. Mayur M. Hawaldar
Guide:
Dr. Aniruddha Akarte
Datta Meghe Institute of Management Studies,
Atrey Layout, Nagpur
2014

2
DATTA MEGHE INSTITUTE OF MANAGEMENT
STUDIES, NAGPUR
CERTIFICATE
This is to certify that investigation described in this project
entitled, “Impact of After Sales Service Consumer Buying Behaviour with
Reference to Electronic Goods” was carried out by Mr. Mayur Hawaldar
in Datta Meghe Institute of Management Studies, Nagpur under my
supervision and guidance in partial fulfillment of the requirement for the
degree of Master of Business Administration of R.T.M. Nagpur
University, Nagpur.
This work is the own work of the candidate, complete in all
respects and is of sufficiently high standard to warrant its submission to
the said degree. The assistance and resources used for this work are
duly acknowledged.
Dr. Aniruddha Akarte Dr. Sujit Metre
(Supervisor) (Director)

3
DATTA MEGHE INSTITUTE OF MANAGEMENT
STUDIES, NAGPUR
DECLARATION
I hereby declare that this project titled “Impact of After Sale Services on
Consumer Buying Behaivour with Reference to Electronic Goods” is bonafide
and authentic record of work done by me under supervision of Dr. Aniruddha
Akarte during academic session 2013-14.
The work presented here is not duplicated from any other source & also not
submitted earlier for any other degree/diploma to any university. I understand that
any such duplication is liable to be punished in accordance with the university
rules.
The source material, data used in this research study have been duly
acknowledged.
Date:
Place:

4
ACKNOWLEDGEMENTS
These is my privilege to express deepest sense of gratitude and in debt sense to my
Supervisor Dr. Aniruddha Akarte for his invaluable Supervision, unending support, constant
encouragement, keep interest, helpfulness and constructive criticism. All this provided us the
needed moral and confidence to carry out this project.
I am honorably thankful to Dr. Sujit Metre, Director, DMIMS, Nagpur for making us all
facilities available.
I am also thankful to all other faculty members of DAIMSR for their help during my
project work.
I take pleasure in expressing heartiest thanks to my parents, colleagues and classmates for
their moral support and helpfulness through my project work. I am also thankful to my other
friends excluding DMIMS, for giving me full support in my project work.
Mayur M. Hawaldar
(Name of the Student)

5
CHAPTERIZATION
CHAPTER NO. CHAPTER NAME Page No.
1. Introduction 6
2. A ConceptualFramework 11
3. Literature Review 13
4. ResearchMethodology 17
5. Data Analysis & Interpretation 21
6. ConclusionAnd Suggestions 49
7. Future Research 50
Bibliography/References 52
Student’s Name & signature
Mayur Hawaldar
Guide’s Name & Signature: Co-Guide’s Name Signature:
Dr. Aniruddha Akarte
Date –
Place- Nagpur

7
Introduction of Consumer Buying Behaviour
Consumer behaviour has been always of great interest to marketers. The knowledge of
consumer behavior helps the marketer to understand how consumers think, feel and select from
alternatives like products, brands and the like and how the consumers are influenced by their
environment, the reference groups, family, and salespersons and so on. A consumer buying
behavior is influenced by cultural, social, personal and psychological factors. Most of these
factors are uncontrollable and beyond the hands of marketers but they have to be considered
while trying to understand the complex behavior of the consumers. Consumer is the study “of the
processes involved when individuals or groups select, purchase, use, or dispose of products,
services, ideas, or experiences to satisfy needs and desires” (Solomon 1995, 7). In the marketing
context, the term „consumer ‟ refers not only to the act of purchase itself, but also to patterns of
aggregate buying which include pre-purchase and post-purchase activities. Pre-purchase activity
might consist of the growing awareness of a need or want, and a search for and evaluation of
information about the products and brands that might satisfy it. Post-purchase activities include
the evaluation of the purchased item in use and the reduction of any anxiety which accompanies
the purchase of expensive and infrequently-bought items. Each of these has implications for
purchase and repurchase and they are amenable in differing degrees to marketer influence
(Foxall 1987). Engel, et al. (1986, 5) define consumer behaviour as “those acts of individuals
directly involved in obtaining, using, and disposing of economic goods and services, including
the decision processes that precede and determine these acts”. Simple observation provides
limited insight into the complex nature of consumer choice and researchers have increasingly
sought the more sophisticated concepts and methods of investigation provided by behavioural
sciences in order to understand, predict, and possibly control consumer behaviour more
effectively.

8
Introduction of After Sales Service
The importance of after sales service has been recognized by durable goods manufacturers.
Firms offering durable goods are necessarily offering after sales services. In developed countries
more emphasize placed on after sales services, because after sales service not only proving
competitive advantage and helps in brand positioning but also contributes significantly in profit
generation. Customers are very sensitive in their purchase decision, especially in durable goods.
Due to growing complexities in business-to-business products, the relationship between a seller
and a buyer usually never ends after the purchase transaction. Customers buy augmented
products, expecting bundle of values that come with the product which will satisfy the buyer.
Thus, integrating services into the core offerings in industries has taken crucial importance.
Especially, after-sales service is considered a tool for enhancing a valuable advantage for the
customer as well as it is a business opportunity for the company.
After-sales services have proven to be of importance, and a strategic after-sales framework is
necessary. Three major activities that play a crucial role within the after-sales services in the
industry are field technical assistance, spare parts distribution and customer care. However,
intensive studies regarding after-sales in a specific industry are lacking. This thesis focuses on
the Swedish heavy equipment machinery industry organizations of different sizes and thus, the
purpose of this study is to investigate the major activities of after-sales service focusing on
customer relationship among three classified sizes of after-sales service providers.

9
Introduction of Electronic Goods
Electronic Goods are electronic equipment intended for everyday use, most often
in entertainment, communications and office productivity.
The Electronics Industry in India took off around 1965 with an orientation towards space and
defence technologies. This was rigidly controlled and initiated by the government. This was
followed by developments in consumer electronics mainly with transistor radios, Black & White
TV, Calculators and other audio products. Colour Televisions soon followed. In 1982-a
significant year in the history of television in India - the government allowed thousands of colour
TV sets to be imported into the country to coincide with the broadcast of Asian Games in New
Delhi. 1985 saw the advent of Computers and Telephone exchanges, which were succeeded by
Digital Exchanges in 1988. The period between 1984 and 1990 was the golden period for
electronics during which the industry witnessed continuous and rapid growth.
The output of the Electronic Industry in India is worth Rs. 340 Billion at present.
India is also an exporter of a vast range of electronic components and products for the following
segments
• Display technologies
• Entertainment electronics
• Optical Storage devices
• Passive components
• Electromechanical components
• Telecom equipment
• Transmission & Signaling equipment
• Semiconductor designing
• Electronic Manufacturing Services (EMS)

11
CHAPTER- II
A CONCEPTUAL FRAMEWORK

12
A Conceptual Framework
This study aims at investigating to know buyer behaviour towards after sales service of
electronics goods. The study is majorly based on the primary data collected through buyer of
electronic goods through questionnaire.
All the statistical calculations have been performed with the help of percentage analysis.
1. To understand the behaviour of the buyer influenced by after sales service of electronic
goods.
2. To evaluate the customer preference for the product with respect to after sales service.
3. To know the influence of consumer behaviour on the growth of electronic goods.

13
CHAPTER-III
LITERATURE REVIEW

14
Literature Review
Hawkins, Best, Coney and Mokherjee in their study they have discussed various factors
affecting consumer behaviour for buying such as demographic and social influences (family and
household), group influence, impact of advertising and internal influences (learning, perception,
attitude etc.). They have also made clear the topics such as types of consumer decisions,
purchase involvement and product involvement. They have given emphasized on information
search process and various ways for providing relevant information to the consumers are
recommended in their study.
Leslie Lazar and Schiffman in their study authors suggested consumer behaviour as individual
differs as from group. The family decision for a purchase decision is entirely different from
individual decision making. The authors discussed various variables that affect consumer
purchase decision. The authors focused on family life cycle and various needs of consumer
during different life stages. The family decision making process as a group decision making is
elaborated and it is recommended to segment the market according to family need hierarchy.
Bitta and Della in their study they have proposed that consumer behaviour studies play an
important role in deciding marketing segments and marketing strategies. The authors
recommended that consumer is often studied because certain discussions are significantly
affected by their behaviour or expected actions.
Karunik and Schiffman in their study they have proposed dynamic business environment is
turbulent as never before and the service industry as promising as never before. In this era of
intense competition companies understand the customer is the king in the market and success
depends a lot on the efficiency of the managers in delivering the promised product or services.
The responsibility lies on the organisations to develop a culture, ethics, responsibility, value and
quality services should be offered to achieve higher level of customer satisfaction. Dynamic
consumer behaviour is required to analyse various factors affecting consumer purchase decision
directly or indirectly.

15
Batra & Kazmi in their study they have suggested consumer decision making process, buyers
black box and importance of consumer behaviour studies for marketers in order to understand
what satisfy the ultimate consumer. Young buyers, women and children considered as uprising
consumer groups as a part of competitive market situations.
Armistead and Clark investigate the after sales support strategy relation with customer
satisfaction. They studied five consumer and capital goods manufacturers. Results show that
there are strong links between production, design, and after sales service strategy. After sales
service is an important means for differentiating brands rather it increases customer loyalty and
retention. It is suggested that firms should evaluate the significance and the strategic role that
after sales services can play in differentiating and developing market competitive positions.
Ehinlanwo and Zairi examine the best practices of after sales service in four major automobile
firms of Germany that are Ford, Toyota, Nissan, and Fiat. They sent open ended and close ended
questionnaires in these four companies. It is concluded that the after sales service represents a
source of profit, customer satisfaction and is a source of product differentiation. They
recommended that car producers must re-engineer their process in providing after sales service
by making truly changes in their policies.
Rosenand Surprenant study whether after sales service is enough for the long term relationship
with the customers. They selected two different industries, one was providing sophisticated
equipment to business customers and the other one was a large consumer electronic manufacture
in AmericaResults show that companies are focusing more towards providing the additional
services to gain competitive advantage with good communication and flexibility. It is suggested
that there is a need firms should understand to retain long term and satisfying relationship with
the customers, that besides providing quality after sales services, communication with the
customers, flexibility in the relation and planning is also important.

16
Saccani, Songini, and Gaiardelli empirically investigates the role of after sales service in the
consumer electronics, IT, house hold appliances, and automobile industry. They studied 48 firms
in these industries located in Italy as their sample. The technique used is exploratory in which
they went through detailed and less detailed case studies and interviews with the mangers to
identify cross firm and cross industry differences. Analysis was done with the help of a detailed
questionnaire. Results show that after sales service provides a base for improving company
image, customer satisfaction and retention. They suggested that companies should develop a
strategic approach in delivering after sales services, moreover cross-functional and cross
organizational feedback systems should be develop to respond adequately to competitive
challenges.
Rigopoulou examine the consequences of after sales service on customer satisfaction such as
repurchase intention and how products promotes through word of mouth if they are content with
the company’s brand in the electronic market of Greece. Data was collected though close ended
questionnaire which were administered through telephone interviews from 420 respondents in
Greece. They considered installation, delivery, customer satisfaction, re-purchase intention and
word of mouth as variables. They used path analysis to draw results, which show that after sales
service has significant and positive impact on customer satisfaction which in turn positively
impacts buying behavior of the consumers. They suggest that services marketing managers
should understand the impact of after sales service on customer satisfaction and behavioral
intentions.
Shaharudin examined the factors of after sales service which affects customer satisfaction in the
electronic market of Malaysia. It is recommended that companies should focus on improving
after sales service management, moreover there should be sophisticated software, and enough
back up inventory, response time should be reduced, staff should be trained and continuous
improvements in functional activities to produce high quality products to keep the customer
satisfied.

17
CHAPTER- IV
RESEARCH METHODOLOGY

18
Research Methodology
Methodology is defined as, “the systematic, objective and exhaustive search for the study of facts
relevant to any problem of any field". Methodology may be described as a method of getting
facts to be used by executive in formulation of policies and plans. It can also be defined as the
systematic gathering. It is a systematic search for the information. It involves data collection, its
analysis and interpretation. Research cannot draw decision, but it helps the researcher in the task
of decision making. A successful researcher will never depend upon guesswork. He looks for
more accurate information through research methodology.
THE SCOPE OF RESEARCH METHODOLOGY
The main idea behind the every marketing research is to know more about the consumers,
dealers and the product. As the business grows the distance between the manufacturers and the
consumers also widens. The management depends upon marketing research as a tool in solving
the marketing problems. It helps in taking a fruitful and efficient decision as to the flow of goods
and services in the hands of the consumers.
Marketing research has steadily expended their activities and techniques. Marketing research
activities and the percentage companies carrying on each activity. These activities have benefited
from increasingly sophisticated techniques may research techniques such as a questionnaires
construction and area sampling come along early and more and quickly and widely applied by
marketing researcher; others such as motivation research and mathematical method came in with
prolonged and heated debated among practitioners over their practical usefulness. But they too
settled in the corpus of marketing research methodology.

19
RESEARCH DESIGN
The problem that follows the task of defining the research problem is the prepared of the
research project, are popularly known as "Research Design".
In order to draw various information like how much, what, when, which, why arrangement of
condition are done for collection and analysis of data in systematic manner to combine relevant
information to research purpose with economy is producer. Just as for better economical and
attractive construction of a house wended a blue print prepared by all expert architect. Similarly
we need are search design/plan in advance of dated collection and analysis of project.
The research design includes many relevant questions such as:
1) What is the study about?
2) Why is the study being made?
3) Where will the study be carried out?
4) Conclusions and suggestion!
5) What type of data is required?
Classification of Research Methods
Research methods are broadly classified into 3 types, namely, quantitative method, qualitative
method and mixed method. As per the requirements of the research, suitable method can be used.
Quantitative Research Method
This method takes into account the earlier experiences about the facts from authors and scholars
and it has a theoretical approach of study. Books, journals, articles, book reviews, web pages are
the different resources that are available for data collection in this method.
Qualitative Research Method
This method requires actual interference of humans in order to capture the required data or
information. They opine, this method is based on the actions and behavioral patterns of humans
and as stated earlier, this method needs surveys, interviews and questionnaires in order to collect
the needed information.

20
Data CollectionMethod:-
A) Primary Data: The primary data is collected through questionnaire.
B) SecondaryData:The secondary data is collected through Literature review and journals.
Universe of Study:-
Study is conducted in Nagpur City.
Sample Size:-
Sample size is 100.
Data Analysis Method:-
Graphical Method.

21
CHAPTER-V
DATA ANALYSIS AND
INTERPRETATION

22
Data Analysis and Interpretation
Q. 1. Recently bought Electronic Goods.
Name of
goods
Television Refrigerator Washing
Machine
Mobile
Phone
Total
Total No. of
goods bought
20 13 17 50 100
20
13
17
50
0
10
20
30
40
50
60
Television Refrigerator Washing Machine Mobile Phone
Recently Bought Electronic Goods

23
Interpretation: From the study of above graph it has been found that 50% of customer recently
purchased the Mobile Phone as compared to other Electronic Goods.
Q.2. Name of brand which is preferred most in following Electronic Goods.
A) Refrigerator
Name of
Brand
Whirlpool LG Electrolux Godrej Samsung Total
Refrigerator 8 6 5 4 2 25
8
6
5
4
2
0
1
2
3
4
5
6
7
8
9
Whirlpool LG Electrolux Godrej Samsung
Most PreferredBrand
Refrigerator

24
Interpretation: From the study of above graph it has been found that 32% of customer preferred
Whirlpool brand in Refrigerator.
B) Washing Machine
Name of
Brand
Whirlpool LG Videocon Godrej Samsung Total
Washing
Machine
7 9 3 4 2 25
7
9
3
4
2
0
1
2
3
4
5
6
7
8
9
10
Whirlpool LG Videocon Godrej Samsung
Most PreferredBrand
Washing Machine

25
LG brand in Washing Machine.
C) Television
Name of Brand Sony LG Onida Panasonic Samsung Total
Television 8 5 2 4 6 25
Sony brand in Television.
8
5
2
4
6
0
1
2
3
4
5
6
7
8
9
Sony LG Onida Panasonic Samsung
Most PreferredBrand
Television

26
D) Mobile Phone
Name of
Brand
Samsung Micromax Nokia Sony Apple Total
Mobile
Phone
9 6 5 3 2 25
Samsung brand in Mobile Phone.
9
6
5
3
2
0
1
2
3
4
5
6
7
8
9
10
Samsung Micromax Nokia Sony Apple
Most PreferredBrand
Mobile Phone

27
Q.3. Factor affecting choice of brand for following Electronic Goods.
A) Refrigerator
Factors
Affecting
Price Features Advertising Brand
Name
Total
Refrigerator 7 9 5 4 25
Interpretation: From the study of above graph it has been found that most important factor
considered while making the choice of the Refrigerator is Features with 36% followed by Price.
7
9
5
4
0
1
2
3
4
5
6
7
8
9
10
Price Features Advertising Brand Name
Factors Affecting the Choice
Refrigerator

28
B) Washing Machine
Factors
Affecting
Name
Total
Washing
Machine
10 8 3 4 25
10
8
3
4
0
2
4
6
8
10
12
Washing Machine

29
considered while making the choice of the Washing Machine is Price with 40% followed by
Features.
C) Television
Factors
Affecting
Name
Total
Television 8 9 5 3 25
8
9
5
3
0
1
2
3
4
5
6
7
8
9
10
Television

30
Interpretation: From the study of above graph it has been found most important factor
considered while making the choice of the Television is Features with 36% followed by Price.
D) Mobile Phone
Factors
Affecting
Name
Total
Mobile Phone 7 11 3 4 25

31
considered while making the choice of Mobile Phone is Features with 44% followed by Price.
Q.4. Electronic Goods bought from.
Point of
Purchase
Exclusive
showroom
Retail Outlet Online Other Total
Total 50 30 15 5 100
7
11
3
4
0
2
4
6
8
10
12
Mobile Phone

32
Interpretation: From the study of above graph it is found that 50% of customers preferred to
buy Electronic Goods from the Exclusive Showroom.
Q5. I Purchase following Electronic Goods because of:-
A) Refrigerator
Parameters Highly
Disagree
Disagree Neutral Agree Highly
Agree
Total
50
30
15
5
0
10
20
30
40
50
60
Exclusive
showroom
Retail Outlet Online Other
Electronic Goods Bought From

33
A) After
Sales
Service
0 3 2 10 5 20
B) After
Sales
Service
offer by the
company is
as per the
promise
0 2 4 8 6 20
C)
Information
about after
sales service
is provided
at the time
of the sale
0 0 0 15 5 20
D) Service
Provider is
helpful and
Prompt
0 2 2 9 7 20
E) Service
Provider
gives
individual
attention
1 4 2 7 6 20

34
Interpretation: From the study of above graph, 75% customers agreed that after sales service
provided has impact on their buying behavior with reference to Refrigerator.
Interpretation: From the study of graph, 70% customers agreed that company provide the after
sales service as per promised which impact their buying behavior with reference to Refrigerator.
0
3
2
10
5
0
2
4
6
8
10
12
Highly Disagree Disagree Neutral Agree Highly Agree
A) After Sales Service
0
2
4
8
6
0
1
2
3
4
5
6
7
8
9
1 2 3 4 5
B) After Sales Service offerby the
company is as per the promise

35
Interpretation: From the study of above graph, 100% customers agreed that company provide
the information about the after sales service at the time of the sale which impacts their buying
behavior with reference to Refrigerator.
Interpretation: From the study of above graph, 80% customers agreed that company is helpful
and prompt in providing after sales service which impacts their buying behavior with reference
to Refrigerator.
0 0 0
15
5
0
5
10
15
20
1 2 3 4 5
C) Informationabout after sales
service is provided at the time of the
sale
0
2 2
9
7
0
2
4
6
8
10
1 2 3 4 5
D) Service Provider is helpful and
Prompt

36
Interpretation: From the study of above graph, 65% customers agreed that service provider
gives individual attention which impacts their buying behavior with reference to Refrigerator.
1
4
2
7
6
0
1
2
3
4
5
6
7
8
1 2 3 4 5
E) Service Provider gives individual
attention

37
B) Washing Machine
Parameters Highly
Disagree
Agree
Total
A) After
Sales
Service
0 1 1 10 8 20
B) After
Sales
Service
offer by the
company is
as per the
promise
0 3 2 9 6 20
C)
Information
about after
sales service
is provided
at the time
of the sale
0 0 0 15 5 20
D) Service
Provider is
helpful and
Prompt
0 3 2 8 7 20
E) Service
Provider
gives
individual
attention
1 3 5 7 4 20

38
provided has impact on their buying behavior with reference to Washing Machine.
sales service as per promised which impact their buying behavior with reference to Washing
Machine.
0
1 1
10
8
0
2
4
6
8
10
12
0
3
2
9
6
0
2
4
6
8
10
1 2 3 4 5

39
behavior with reference to Washing Machine.
to Washing Machine.
0 0 0
15
5
0
5
10
15
20
1 2 3 4 5
sale
0
3
2
8
7
0
1
2
3
4
5
6
7
8
9
1 2 3 4 5
Prompt

40
gives individual attention which impacts their buying behavior with reference to Washing
Machine.
1
3
5
7
4
0
1
2
3
4
5
6
7
8
1 2 3 4 5
attention

41
C) Television
Parameters Highly
Disagree
Agree
Total
A) After
Sales
Service
0 5 2 10 3 20
B) After
Sales
Service
offer by the
company is
as per the
promise
0 2 1 10 7 20
C)
Information
about after
sales service
is provided
at the time
of the sale
0 0 0 15 5 20
D) Service
Provider is
helpful and
Prompt
0 3 1 13 3 20
E) Service
Provider
gives
individual
attention
1 4 3 10 2 20

42
provided has impact on their buying behavior with reference to Television.
sales service as per promised which impact their buying behavior with reference to Television.
0
5
2
10
3
0
2
4
6
8
10
12
0
2
1
10
7
0
2
4
6
8
10
12
1 2 3 4 5

43
behavior with reference to Television.
to Television.
0 0 0
15
5
0
5
10
15
20
1 2 3 4 5
sale
0
3
1
13
3
0
2
4
6
8
10
12
14
1 2 3 4 5
Prompt

44
gives individual attention which impacts their buying behavior with reference to Television.
1
4
3
10
2
0
2
4
6
8
10
12
1 2 3 4 5
attention

45
D) Mobile Phone
Parameters Highly
Disagree
Agree
Total
A) After
Sales
Service
0 3 0 12 5 20
B) After
Sales
Service
offer by the
company is
as per the
promise
0 4 2 9 5 20
C)
Information
about after
sales service
is provided
at the time
of the sale
0 1 0 14 5 20
D) Service
Provider is
helpful and
Prompt
0 6 0 12 2 20
E) Service
Provider
gives
individual
attention
0 5 0 14 1 20

46
provided has impact on their buying behavior with reference to Mobile Phone.
sales service as per promised which impact their buying behavior with reference to Mobile
Phone.
0
3
0
12
5
0
2
4
6
8
10
12
14
0
4
2
9
5
0
2
4
6
8
10
1 2 3 4 5

47
behavior with reference to Mobile Phone.
to Mobile Phone.
0 1 0
14
5
0
5
10
15
1 2 3 4 5
sale
0
6
0
12
2
0
2
4
6
8
10
12
14
1 2 3 4 5
Prompt

48
gives individual attention which impacts their buying behavior with reference to Mobile Phone.
0
5
0
14
10
2
4
6
8
10
12
14
16
1 2 3 4 5
attention

49
CHAPTER-VI
CONCLUSION AND SUGGESTION

50
CONCLUSION AND SUGGESTION
CONCLUSION:- From the study it has been found that after sales service has impact on
consumer buying behavior. During the study, various Electronic Goods very taken into
consideration so as to come on to correct conclusion which stated that after sales service has
impact on consumer buying behavior.
SUGGESTION:- Suggestion is that company should bring innovation in providing after
sales service like making the call to the customer after delivery of goods, should take feedback
from the customer after providing the service for further improvement and company should also
bring the scheme like offering the servicing free for once or twice in a year which will bring the
difference in buying patter of customers.

52
CHAPTER-VII
FUTURE RESEARCH
FUTURE RESEARCH

53
Future study will be conducted to know the revolution in the internet service with special
reference to Bharat Sanchar Nigam Limited (BSNL).

54
BIBLIOGRAPHY/REFERENCE
1. Del I Hawkins, Roger J Best,Kenneth A Coney, Amit Mukherjee (2007), Consumer
Behaviour. Tata McGrawhill.
2. Schiff man Lenon G., & Kanuk Leslie Lazar (2006), Consumer Behaviour. Prentice Hall of
India.
3. Loudon David L. & Bitta Albert J. Della., (2004), Consumer Behaviour. Second ed. Mc-
Grawhill.
4. Schiff man Lenon G., & Kanuk Leslie Lazar (2006), Consumer Behaviour. Prentice Hall of
India.
5. Batra, S, K & Kazmi, S.H.H., (2008), Consumer Behavior. Excel Books.

55
ANNEXURE
Questionnaire for Customer
Name of Customer: ________________________________
Location : ________________________________
1) Tick the recently bought electronic goods.
1) Television 2) Refrigerator 3) Washing machine 4) Mobile
2) Name of brand which is preferred most in following Electronic Goods.
A) Refrigerator
B) Television
C) Washing Machine
D) Mobile
3) Where from you usually buy the electronic goods?
1) Exclusive Showroom 2) Retail Outlet 3) Online 4) Other
4) What factor would affect your choice of brand?
1) Price 2) Features 3) Advertising 4) Brand Name
I Purchase Following Electronic Goods because of:-
A) Refrigerator
B) Washing Machine
C) Television
D) Mobile
Highly
Disagree
1
Disagree
2
Neutral
3
Agree
4
Highly
Agree
5

56
A) After sales service
B) After sales service offer by
the company is as per the
promise
C) Information about after sales
service is provided at the time
of the sale
D) Service provider is helpful
and prompt
E) Service provider gives
individual attention
THANK YOU!!!!

Impact of After Sales Service on Consumer Buying Behaviour

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