外文翻译--偏好中比较研究各在客户的认识和式各样的洗地机品牌【中英文文献译文】
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偏好中比较研究各在客户的认识和式各样的洗地机品牌今天的商业世界是由客户统治。随着电子海啸，现今顾客更容易受到过多的品牌等等都是因为零售商。在这个世界上，荟萃生产商和客户已成为必须捕捉利润和在市场上保持竞争力。因此，强调了解参数客户的认知度和喜好以及他们的密切关系。 简介 消费者导致消费的生长。在今天的世界体验经济，我们看到了一个巨大的革命， 在选择和喜好印度消费者。印度消费者的购买能力提高是这种变化背后的主要原因，但渴望需要真伪品牌，也不能低估。今天，在了解市场和竞争对手，我们在品牌的战争时代，客户的认知度和偏好都发挥着重要作用。许多年以来，客户接受了该公司提供的信息，但时间已经到来的时候，公司必须分析哪些客户给他们。新客户的感性给予了新企业的发展道路。当务之急，组织必须进一步学习，在理解、管理和卓越的产品服务的基础上，生产客户的认知度和偏好。我们要了解生产消费者，并在同一时间，了解消费控制的市场，捕捉商品或服务。这是毫不夸张地说，消费者不只是一个国王，是执政的商品和大量的创新、发明和幻想。目前在市场上。公司当前渐入消费者心中，从提高认识的点为产品硬投资它转化为品牌知名度。研究和开发部门正在建设创新管理，在消费者的认知度和喜好的基础上，并且在客户期望方面只进行这些品牌的销售。用途 一个有机的系统，在该公司工作，必须科学的了解，决定单个客户。一个人可能没有制定完成的市场潜力大，但他的影响力也不可忽略。我们已经走过了很长的时间，不断根据客户分析的品牌来理解“地方决策”已经取代市场和零售商。在回顾文献中零售的区域，可以观察到的是，尽管已经出现了很多研究处理客户的意识和偏好，但完成没有实质性的工作，找到客户的认知度和偏好，影响个体品牌零售商的偏好来处理在零售网点各自的品牌。牢记这一点，本研究的目的是分析客户的认知度和偏好对个人品牌的影响。在这项研究中，分析客户意识区域，以及客户的偏好和零售商的偏好，以保持不同的洗涤机品牌。从本研究的结果来看可以使用洗衣机制造企业，因为这将帮助他们确定客户的认知度和偏好的关系和重要性在确定网点。这项研究也有利于学术界打开多个方向的角度。文献综述在过去，曾出现过的研究着眼于信道之间的关系成员，其中包含了制造商，批发商，经销商和零售商等。（1996年）把重点放在经销商制造商关系和表明的生产商方面的性能重要的营销服务，对经销商制造商显著影响关系。创新的制造商表现竞争力的价格方面，排序方式，灵活的信贷政策方面和产品延续性影响经销商、制造商之间的关系。其他因素影响经销商，制造商的关系是“物流绩效”和“边界人才“。通过查阅文献，可以看出其中的渠道成员戏剧信任在保持良好的渠道关系具有重要作用。诚信和仁爱。虽然可信度取决于零售商在供应商的专业信念，有效和可靠执行后者的工作，仁取决于零售商的信念供应商的意图和动机有利的情况零售商在没有承诺已经取得进展。甘尼申（1994）还进一步补充说，案件零售商供应商关系，信任有质量，以减轻感知风险，对供应商的机会主义行为是零售商的头脑。作者指出了一批长期合作关系的好处。好处之一是制定了长期的供应商给予重视到最终客户的需求。 因此，可以从文献中观察到的是，尽管有很多研究集中在渠道成员和什么影响之间关系的重要性零售商持有特定制造商的产品，在没有实质性的关注文献中已考虑到其他因素，如客户意识和偏好也具有对零售商的选择到一个显著影响股票不同的品牌。因此，本研究的目的是寻找到的零售商偏好的关系，保持不同的品牌在他们的网点条款的客户对各自的品牌意识和偏好。本研究的另一个目的是，以查看是否客户认识，零售商应对各自品牌的偏好和偏好是一样的已考虑在本研究中不同的区域。以下假设制定：H1：该品牌的客户认知度在所有区域相同。H2：品牌的客户偏好是在所有区域相同。H3：优先零售商保持不同品牌在各自网点在所有区域相同。研究方法论 主数据收集的一个结构的手段进行研究调查问卷。该数据经由与受访者对一相互作用收集来访的零售网点销售洗衣机的管理者五个在印度各大城市展厅。城市是德里，孟买，海得拉巴，加尔各答和班加罗尔。德里被认为是1区，孟买2区，海得拉巴3区，加尔各答区4和班加罗尔作为区域5采用结构化调查调查问卷发放160展厅经理和700个客户。为了进行调查，两套问卷都是准备。一组是管理的客户认为有问题，涉及到客户认识和偏好和其他施用到零售商有与零售商的偏好问题。问卷也有人口如年龄，性别和区域信息的问题，检查是否有是所有人口的偏见。使用回归和方差分析（ANOVA）模块中的统计软件包社会所收集的数据进行了分析科学（SPSS）13.0版。分析的详细情况的表中。在研究论文的第一阶段，回归分析了影响零售商应对的偏好客户的认知和偏好洗衣机的零售网点各自的品牌。在这项研究中，我们假设网点处理不同的品牌都依赖于客户意识和偏好，因此，我们试图预测的优先零售商应对零售网点各品牌的条款自变量的值（预测），也就是说，客户的认知度和偏好。在研究论文的第二部分，ANOVA已被用来作区域分析的客户认知度，客户偏好和条款零售商偏好不同品牌的洗衣机。调查结果从不同区域采集的数据通过一个回归分析运行。随着客户的认知度和偏好被认为是自变量和零售商的喜好来处理在零售网点各自的品牌被认为是作为因变量，我们试图以适合的线在这项研究中，客户认知度，客户偏好和出口交易在不同的区域由不同的变量表示。表1描述了变量在各自的区域。性多对于已经考虑到，在每个区域的回归方程研究。 表1：客户的认知度，客户偏好 经营不同区域区 客户意识客户偏好零售商偏好1区CAZ1CAP1ODZ12区CAZ2CAP1ODZ23区CAZ3CAP1ODZ34区CAZ4CAP1ODZ45区CAZ5CAP1ODZ5 回归分析最初进行上从区域1收集的数据。表2和3呈现区域1的回归分析的结果。表2：1区，模型摘要回归分析型号调整标准误差10.8770.7553.36387注：一个预测：（常量），CAP1，CAZ1。表3：1区，系数的回归分析预测系数标准错误（不变）8.4408.082CAZ10.1170.134CAP10.6320.167 在这里，自变量是客户的知名度和客户偏好和因变量是零售商来处理的优先各品牌在零售网点。基于上述假设，直链回归方程嵌入区1.在回归分析中，的值R平方（R 2）确定功率来预测因变量的值通过两个独立的变量。万一区1，R2的值是0.871;这意味着因变量的87.1可以通过进行预测独立变量。在回归分析中，如果R2的值越大于或等于0.8，则该特定的回归模型是良好的未来因变量的值。在区域1的情况下，作为R2的值是0.871，其大于0.8时，回归模型区1非常适用于未来预测因变量。 如果一个公式被认为是直线Y = A+ BX1+ CX2，术语A将被称为截距项或简单等式的常数。因此，在多元线性回归分析1区将是这样的： (1) 以相同的方式，回归分析物上的其它四个区域进行。在区2中，表的情况下，图4和5描绘了回归分析的结果。表4：2区 - 模型摘要回归分析型号调整标准误差10.9680.9363.99055注：一个预测：（常量），CAP2，CAZ2。表5：2区 - 系数的回归分析预测系数标准错误（不变）3.3293.557CAZ20.6470.341CAP20.2150.421 在区2的情况下，R 2为0.968，大于0.8。因此，回归模型2区有利于未来的因变量的预测。作为R2的值是0.968，因变量的96.8可以预测通过独立变量。线性多元回归区2的将是： (2)在区3中，表6和回归分析7示出的结果的情况下。此处，R 2为0.889，大于0.8。因此，回归模型3区有利于未来的因变量的预测。作为R2的值物0.889，因变量的88.9可以通过预测独立变量。线性多元回归区3将是： (3)表6：3区，模型摘要回归分析型号调整标准误差10.8890.7786.73277注：一个预测：（常量），CAP3，CAZ3。表7：3区，系数的回归分析预测系数标准错误（不变）4.3476.316CAZ30.5750.990CAP30.2211.317 在区域4，表8和9的情况下，描绘了回归的结果分析。此处，R 2为0.921，大于0.8。因此，回归样板区4有利于未来的因变量的预测。作为值R2中是0.921，因变量的92.1可以通过进行预测独立变量。线性多元回归区4的将是： (4)表8：4区 - 模型摘要回归分析型号调整标准误差10.9210.8414.38592注：一个预测：（常量），CAP4，CAZ4。表9：4区 - 系数的回归分析预测系数标准错误（不变）8.7525.254CAZ40.5190.233CAP40.2210.348 在区域5，表10和11的情况下呈现的回归的结果分析。此处，R 2为0.891，大于0.8。因此，回归模型区5有利于未来的因变量的预测。作为值R2中是0.891，因变量的89.1可以通过进行预测独立变量。线性多元回归区5的将是： (5)表10：5区 - 模型摘要回归分析型号调整标准误差10.8910.7825.65499注：一个预测：（常量），CAP5，CAZ5。表11：5区，系数的回归分析预测系数标准错误（不变）0.5457.236CAZ50.9910.550CAP50.0700.415 为了知道是否有客户意识，偏好和喜好零售商对不同品牌在不同区域相同，我们进行方差分析。分析结果表明，客户意识为品牌没有差异显著不同的区域之间，作为F值不显著既在5和1的水平。因此，H1被接受。表12示出了方差分析的结果对客户的认知度进行。表12：客户意识平方和DF均方F签名。组之间1447.0144361.7541.4530.254组内4979.02620248.951总6426.04024 分析结果表明，客户偏好对于品牌没有差异显著的不同区域，如F值之间不显著既在5和1的水平。因此，H 2被接受。表13示出了方差分析的结果消费者的喜好进行。表13：客户偏好平方和DF均方F签名。组之间21.35245.3380.0310.998组内3399.91920169.996总3421.27124 分析结果表明，零售商的偏好来处理各自的品牌在零售点为品牌没有不同区域之间显著不同，就象在F-值不显著都在5和1的水平。因此，H3是接受。表14显示方差分析的结果对零售商的偏好进行处理的各品牌中在不同区域中的零售店。表14：零售商偏好平方和DF均方F签名。组之间120.845430.2110.1840.944组内3277.64820163.882总3398.49324 回归分析完成后，可以观察到在所有的情况下区段，R2的值大于0.8。因此，得出的结论是在所有区域其中因变量是零售商的偏好不同品牌可以通过独立变量顾客被预测知名度和客户的喜好。上方差分析完成后，得出的结论是客户意识，客户偏好和网点处理品牌的洗衣机没有差异从彼此不同的区域显著。所以，它可以被说客户的认知度，偏好和零售商对不同品牌的偏好分别在不同的区域是相同的。未来的研究领域 根据客户偏好进行这项研究的有感动，意识。但它并没有考虑到其他的整体影响功能性因素，如经销商的利润由制造商提供，便于供应，区位因素，及时付款，售后服务等这样的设施。该研究奠定了基础，了解现有关系客户偏好和不同品牌之间的关系，客户的认知度和不同品牌的店铺正在处理。 研究已经敞开了大门，以进行进一步的研究，在了解零售商的偏好来研究上述因素连同客户整体关系，以即不同的洗衣机品牌。 这项研究仅限于选择印度的大城市。此为一种研究的局限性，今后的研究可以专注于小城镇和其他A级城市。该研究侧重于不同的洗衣机品牌。未来研究可以在其他白色好产品，快速消费品的产品。不过，这项研究揭示了一些重要的关系，在其今后的研究可以进行。未来的研究在这一范围面积辽阔，因为只有少数研究都集中在这个区域。结论 该研究建立的事实，在消费时，世界制造商必然要了解客户的认知度和偏好的重要性，甚至零售商都在受客户选择遏制自己的喜好进行品牌。通过演绎推理分析客户的决定可以帮助生产商，使网点打开他们的主打网站，因品牌在他们的网点。因此，有人建议，制造商必须足够的努力，以增加的品牌认知度和偏好客户因为这将证明是有益的，从长远来看，为各自的品牌也产生利润。同时，在客户心中,它也被建议给零售商采取像视觉营销等推广策略举措增加品牌的知名度。7A Comparative Study of Various Washing Machine Brandsin the Context of Customer Awareness and PreferenceLopamudra Ghosh* and Samta Jain*A Comparative Study of VariousWashing Machine Brandsin the Context of CustomerAwareness and PreferenceThe business world today is ruled by the customer. With the electronic tsunami,the modern day customer is more exposed to a plethora of brands and so arethe retailers. In this world of prosumerism, a blend of producers and customershas become a must to capture the profits and remain competitive in the market.The study, thus, emphasizes the need to understand the parameters ofcustomer awareness and preferences and their close relation with thepreference of retailers to deal with brands in retail outlets.*Faculty Member, IBS, Hiranandani Knowledge Park, Powai, Mumbai 400076, India; andis the corresponding author. E-mail: g.lopamudra* Faculty Member, IBS, Hiranandani Knowledge Park, Powai, Mumbai 400076, India.E-mail: success_ensuredIntroductionWalmartization has led to the growth of consumerism. In todays world ofexperience economy, we see a massive revolution in the choices and preferencesof Indian consumers. An increasing purchasing capacity of Indian consumersis the primary reason behind this change, but the craving need for authenticityof brands, also cannot be underestimated. Today, we are in an age of brandwars and customers awareness and preference have a major role to playin understanding the market and competitors. For many years, customersaccepted what the company offered, but the time has come when companies mustanalyze what customers offer them. The new customer sensibility has given anew business imperative. Organizations must step in to learn, to understand,manage and excel in the production of goods and services based on thecustomers awareness and preference. We have to understand the concept ofprosumersthe producing consumersand at the same time, understand theconsumer controlled market-capture of a commodity or service.It is not an exaggeration to say that consumer is more than a king and isruling innovation, invention and imagineering of plethora of goods and servicespresent in the market. Companies are investing hard on getting into the minds2009 IUP. All Rights Reserved.The IUP Journal of Management Research, Vol. VIII, No. 8, 20098of the consumers right from the point of creating awareness for the product tothat of converting it to brand awareness. The research and developmentdepartment is constructing its foundation of innovation management onconsumers likes and dislikes and so are the retailers who are vigilant about theconsumer awareness and preferences and are only selling those brands thatperform high in terms of customer expectations.PurposeAn organic system, in which the company works, must understand the decisionsciences of the individual customer. An individual might not devise completemarket potential, but he has influence to have it coded. We have come a longway to understand how place-making has replaced marketing and the retailersare being influenced to keep brands based on customer analysis. On reviewingliterature in the area of retail, it is observed that although there have been alot of studies dealing with customer awareness and preference, no substantialwork has been done to find the impact of customer awareness and preferenceof an individual brand on the preference of retailers to deal with the respectivebrands in retail outlets. Keeping this in mind, the objective of this study is toanalyze the impact of customer awareness and preference for the individual brandon the preference of a retailer to deal with the respective brands of washingmachines in their outlets. In this study, a zonal analysis of customer awareness,customer preference and preference of retailers to keep different washingmachine brands in their outlets has been conducted. The findings from this studycan be used by washing machines manufacturing companies, as it will help themidentify the relationship and importance of customer awareness and preferencein determining the preference of outlets for their respective brands of washingmachines. The study also benefits academia in terms of opening more directionsin future research in this area.Literature ReviewIn the past, there had been studies focusing on the relationship between channelmembers, which incorporates the manufacturer, wholesaler, dealer and theretailer. Gassenhimer et al. (1996) had focused on dealer manufacturerrelationships and shown that the performance of manufacturer in terms ofimportant marketing services has significant impact on the dealer manufacturerrelationship. Innovative manufacturer performance in terms of competitive pricing,ordering methods, flexibility in terms of credit policies and continuity of productsinfluence the dealer-manufacturer relationships. The other factors that influencethe dealer-manufacturer relationship are logistic performance and boundarypersonnel.By reviewing literature, it is seen that trust among channel members playsan important role in maintaining good channel relationships. Ganeshan (1994)opined trust as an important aspect in retailer vendor framework. He depictedthat trust has two components: credibility and benevolence. While credibility9A Comparative Study of Various Washing Machine Brandsin the Context of Customer Awareness and Preferencedepends on the retailers belief in the vendors expertise to effectively and reliablyexecute the latters job, benevolence depends on the retailers belief in thevendors intentions and motives favorable to the retailer in situations where nocommitment has been made. Ganesan (1994) had further added that in case ofretailer vendor-relationship, trust has the quality to lessen the perceived riskattributed in the mind of a retailer towards the vendors opportunistic behavior.Zineldin and Jonnson (2000) cited Ellram (1991) and Zineldin (1998), byemphasizing on the importance of a long-term collaborative relationship.The authors stated a number of benefits of long-term collaborative relationships.One of the benefits elaborated was that the long-term suppliers give importanceto the final customer needs.Thus, it is observed from literature that although a lot of studies focused onthe importance of relationship between channel members and what influencesa retailer to hold a particular manufacturers product, no substantial attention inliterature has been given to other factors like customer awareness andpreference that also have a significant influence on the choice of the retailer tostock a different brand. Hence, the objective of this study is to look into therelationship of preference of retailers to keep different brands in their outlets interms of customer awareness and preference for the respective brands.Another objective of this study is to see whether the customer awareness,preference and preference of retailers to deal with respective brands is same indifferent zones that have been taken into consideration in this study.Hence, the following hypotheses are formulated:H1: Customer awareness of the brands is same across all zones.H2: Customer preference of the brands is same across all zones.H3: Preference of retailer to keep different brands in their respective outletsis same across all zones.Research MethodologyThe primary data is collected to conduct the study by means of a structuredquestionnaire. The data is collected via one-to-one interaction with respondentsvisiting retail outlets selling washing machines and the managers of theshowrooms of five major cities in India. The cities are Delhi, Mumbai, Hyderabad,Kolkata and Bangalore. Delhi is considered zone 1, Mumbai zone 2, Hyderabadzone 3, Kolkata zone 4 and Bangalore as zone 5. A survey using structuredquestionnaire was administered on 160 showroom managers and 700 customers.In order to conduct the survey, two sets of questionnaires were prepared.One set was administered to customers that had questions related to customerawareness and preference and the other was administered to retailers that hadquestions related to retailer preference. The questionnaire also had demographicquestions such as age, gender and regional information to check whether therewas any demographic bias. The collected data was analyzed using RegressionThe IUP Journal of Management Research, Vol. VIII, No. 8, 200910and Analysis of Variance (ANOVA) module in Statistical Package for the SocialSciences (SPSS) 13.0 version. Details of the analysis are given in the tables.In the first phase of the research paper, Regression Analysis gave the impactof customer awareness and preference on the preference of retailers to deal withthe respective brands of washing machines in the retail outlets. In this study,we assume that outlets dealing with different brands are dependent on customerawareness and preference, and hence, we tried to predict the preference ofretailers to deal with the respective brands in the retail outlets in terms of thevalues of independent variables (predictors), i.e., customer awareness andpreference. In the second part of the research paper, ANOVA has been used tomake a zonal analysis in terms of customer awareness, customer preference andpreference of retailers for different brands of washing machines.FindingsThe data collected from different zones was run through a Regression Analysis.As customer awareness and preference are considered as independent variablesand the preference of retailers to deal with respective brands in the retail outletsis considered as the dependent variable, we have tried to fit in a linear multipleregression equation for each zone that has been taken into consideration in thestudy.In the study, customer awareness, customer preference and outlets dealingin different zones are denoted by different variables. Table 1 depicts the variablesin respective zones.Table 2: Regression Analysis of Zone 1Model SummaryModelRR2Adjusted R2Std. Error ofthe Estimate10.937a0.8770.7553.36387Note:a Predictors: (Constant), CAP1, CAZ1. Table 1: Customer Awareness, Customer Preferenceand Outlets Dealing in Different ZonesCustomerCustomerPreference ofAwarenessPreferenceRetailersZone 1CAZ1CAP1ODZ1Zone 2CAZ2CAP2ODZ2Zone 3CAZ3CAP3ODZ3Zone 4CAZ4CAP4ODZ4Zone 5CAZ5CAP5ODZ5ZonesRegression Analysis was initially done on the data collected from zone 1.Tables 2 and 3 present the results of Regression Analysis of zone 1.11A Comparative Study of Various Washing Machine Brandsin the Context of Customer Awareness and PreferenceTable 3: Regression Analysis of Zone 1CoefficientsPredictorsCoefficientsStandard Error(Constant)8.4408.082CAZ10.1170.134CAP10.6320.167Here, the independent variables are customer awareness and customerpreference and the dependent variable is preference of retailers to deal with therespective brand in retail outlets. Based on the above assumption, a linearregression equation was fitted in zone 1. In a regression analysis, the value ofR-Square (R2) determines the power to predict a value of a dependent variablethrough two independent variables. In case of zone 1, the value of R2 was 0.871;which implied that 87.1% of the dependent variables could be predicted throughthe independent variables. In Regression Analysis, if the value of R2 is greaterthan or equal to 0.8, then that particular regression model is good for futurevalues of dependent variables. In the case of zone 1, as the value of R2 is 0.871,which is greater than 0.8, the regression model for zone 1 is good for futureprediction of dependent variables.If an equation is considered a straight line Y = A + BX1 + CX2, the term A willbe called as the intercept term or simply the constant of the equation. Hence,the linear multiple regression of zone 1 would be like:Y = 8.440 + 0.117X1 + 0.632X2.(1)In the same manner, Regression Analysis was conducted on the other four zones.In the case of zone 2, Tables 4 and 5 depict the results of the Regression Analysis.Table 4: Regression Analysis of Zone 2Model SummaryModelRR2Adjusted R2Std. Error ofthe Estimate10.984a0.9680.9363.99055Note:a Predictors: (Constant), CAP2, CAZ2.Table 5: Regression Analysis of Zone 2CoefficientsPredictorsCoefficientsStandard Error(Constant)3.3293.557CAZ20.6470.341CAP20.2150.421In the case of zone 2, the R2 was 0.968, which is greater than 0.8. Hence, theregression model for zone 2 is good for future prediction of dependent variables.As the value of R2 was 0.968, 96.8% of the dependent variables can be predictedthrough independent variables. The linear multiple regression of zone 2 would be:The IUP Journal of Management Research, Vol. VIII, No. 8, 200912Table 6: Regression Analysis of Zone 3Model SummaryModelRR2Adjusted R2Std. Error ofthe Estimate10.943a0.8890.7786.73277Note:a Predictors: (Constant), CAP3, CAZ3.Table 7: Regression Analysis of Zone 3CoefficientsPredictorsCoefficientsStandard Error(Constant)4.3476.316CAZ30.5750.990CAP30.2211.317Y = 3.329 + 0.647X1 + 0.215X2.(2)In the case of zone 3, Tables 6 and 7 show results of Regression Analysis.Here, R2 was 0.889, which is greater than 0.8. Hence, the regression model forzone 3 is good for future prediction of dependent variables. As the value of R2was 0.889, 88.9% of the dependent variables could be predicted throughindependent variables. The linear multiple regression of zone 3 would be:Y = 4.347+ 0.575X1 + 0.221X2.(3)Table 9: Regression Analysis of Zone 4CoefficientsPredictorsCoefficientsStandard Error(Constant)8.7525.254CAZ40.5190.233CAP40.2210.348Table 8: Regression Analysis of Zone 4Model SummaryModelRR2Adjusted R2Std. Error ofthe Estimate10.960a0.9210.8414.38592Note:a Predictors: (Constant), CAP4, CAZ4.In the case of zone 4, Tables 8 and 9 depict the results of the regressionanalysis. Here, R2 was 0.921, which is greater than 0.8. Hence, the regressionmodel for zone 4 is good for future prediction of dependent variables. As the valueof R2 was 0.921, 92.1% of the dependent variables could be predicted through theindependent variables. The linear multiple regression of zone 4 would be:Y = 8.752+ 0.519X1 + 0.211X2.(4)In the case of zone 5, Tables 10 and 11 present the results of the regressionanalysis. Here, R2 was 0.891, which is greater than 0.8. Hence, the regression13A Comparative Study of Various Washing Machine Brandsin the Context of Customer Awareness and Preferencemodel for zone 5 is good for future prediction of dependent variables. As the valueof R2 was 0.891, 89.1% of the dependent variables could be predicted throughthe independent variables. The linear multiple regression of zone 5 would be:Y = 0.545 + 0.991X1 + 0.070X2.(5)Table 10: Regression Analysis of Zone 5Model SummaryModelRR2Adjusted R2Std. Error ofthe Estimate10.944a0.8910.7825.65499Note:a Predictors: (Constant), CAP5, CAZ5.In order to know whether the customer awareness, preference and preferenceof retailers for different brands are identical in the different zones, we proceededwith ANOVA.The analysis showed that customer awareness for the brand did not differsignificantly among different zones, as the F-value was not significant both at5% and 1% level. Hence, H1 was accepted. Table 12 shows the results of ANOVAconducted on customer awareness.Table 11: Regression Analysis of Zone 5CoefficientsPredictorsCoefficientsStandard Error(Constant)0.5457.236CAZ50.9910.550CAP50.0700.415Table 12: Customer AwarenessSum of SquaresdfMean SquareFSig.Between Groups1447.0144361.7541.4530.254Within Groups4979.02620248.951 Total6426.04024The analysis showed that customer preference for the brand did not differsignificantly among the different zones, as the F-value was not significant bothat 5% and 1% level. Hence, H2 was accepted. Table 13 shows the results of ANOVAconducted on customer preference.Table 13: Customer PreferenceSum of SquaresdfMean SquareFSig.Between Groups21.35245.3380.0310.998Within Groups3399.91920169.996 Total3421.27124The analysis showed that the preference of retailers to deal with the respectivebrand in the retail outlets for the brand did not differ significantly among the differentThe IUP Journal of Management Research, Vol. VIII, No. 8, 200914zones, as the F-value was not significant both at 5% and 1% level. Hence, H3 wasaccepted. Table 14 shows the results of ANOVA conducted on preference of retailersto deal with the respective brand in the retail outlets in different zones.On completion of Regression Analysis, it was observed that in the case of allthe zones, the value of R2 was greater than 0.8. Hence, it was concluded thatin all the zones the dependent variable which is the preference of retailers fordifferent brands could be predicted through the independent variables customerawareness and customer preference.On completion of ANOVA, it was concluded that customer awareness, customerpreference and outlets dealing with the brands of washing machines did not differsignificantly from each other in different zones. So, it could be stated thatcustomer awareness, preference and preference of retailers for different brandswere identical in different zones.Areas of Future ResearchThe study conducted has touched upon factors of customer preference andawareness, but it has not taken into consideration a holistic impact of otherfunctional factors like dealer margins provided by manufacturers, ease of supply,location factors, timely payments, good after sale service and other such facilitiesto dealers. The study has laid a foundation to understand the existing relationbetween customer preference and different brands and the relationship betweencustomer awareness and different brands the outlets are dealing with. The studyhas opened the door for further research to be conducted that will study theholistic relationship of the above-mentioned factors along with customerawareness and preference in understanding the preference of retailers to keepdifferent washing machine brands.This study was confined to selected metropolitan cities of India. This being oneof the limitations of the study, future research can focus on small towns and otherA-class cities. The study has focused on different washing machine brands. Futureresearch can be
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