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CHAPTER – IV

ANALYSIS OF CUSTOMER SURVEY RESULTS

4.1 Consumer Markets in India and Purpose of the Study

The Indian Consumer Market has been a subject of very quick changes within very less

time. Where on one hand the world is still recovering from the ripple effects of financial

meltdown, India is emerging stronger in terms of growth, skilled manpower and amiable

business environment. The Indian consumers, highly optimistic about their financial well

being in the future, are enjoying benefits of consumerism due to the availability of wide

options and players in the market.

According to the latest edition of the Nielsen Global Online Consumer Confidence

Survey (which tracks consumer confidence, major concerns and spending intentions

among consumers) for the second quarter of 2011, Indian consumers stand most

optimistic globally. India fared at 126 index points for the survey, followed by the

Philippines (115) and Indonesia (112)69

. The household consumer expenditure survey for

2009-10, released by the National Sample Survey Office (NSSO) reveals that rural Indian

households are spending more on consumer goods like durables, beverages and services

as compared to their expenses on such things five years back. The 66th round of the

National Sample Survey showed that monthly per capita expenditure (MPCE) in rural

India was Rs 953.05 in 2009-10, an increase of 64.6 per cent from 2004-05.

A New Socio-Economic Classification

A common classification that is used by marketers to describe the Indian population is the

Socio-Economic Classification (SEC)70

. SEC is the classification of Indian consumers on

69

Indian Brand Equity Foundation – India at a Glance

http://www.ibef.org/india/economy/consumermarket.aspx accessed on 12 August 2011. 70

The Indian Consumer Market – A Roundtable discussion.

http://www.spencerstuart.co.uk/research/articles/1262/ Accessed on 14 May 2011

http://www.ibef.org/india/economy/consumermarket.aspx

http://www.spencerstuart.co.uk/research/articles/1262/

the basis of two parameters: Occupation and education of the chief wage earner (head) of

the household. The SEC classification, created in 1988, was ratified by the Market

Research Society of India (MRSI) and is used by most media researchers and brand

managers to understand the Indian consuming class. According to SEC, urban Indian

households are classified on the basis of the two parameters — education and occupation

— into SEC A1, A2, B1, B2, C, D, E1, E2.

In urban households SEC A1 includes those individuals with a graduate/postgraduate

qualification, holding senior positions (C-level and middle management) and also

entrepreneurs with a college education and employing more than 10 staff members. Rural

Indian Households are classified into SEC R1, R2, R3, and R4. Here, the parameters are

the education of the chief wage earner and the house type.

The SEC classification helps the marketers to identify segments that have a high

consumption potential and is also used by media planners to decide the media which lives

the client maximum effectiveness. Although this classification has been popular for over

18 years, it has its negatives since it takes into account only two parameters: education

and occupation. The model is based on the assumption that higher education leads to

higher income thus higher consuming potential. This may not be true in all cases.

Hence the Market Research Users Council (MRUC) has devised another classification

called New Consumer Classification System (NCCS) which calculates a Household

Potential Index (HPI), which takes into account parameters like ownership and

consumption of media services and products, along with other demographics.

An attempt has been made to find out the groups of consumer profiles that are interested

in buying eco-friendly products. An intriguing element of this mystery is consumer

market in India that is characterized by diverse languages, regions, religions, economic

and social status. It is a challenge to understand the intricacies of potentially an emerging

issue that is in its first phase to settle in the minds of customers. Environmental concerns

are a culturally ingrained psyche in India since many years. However, an attempt to know

the pulse of the company stake holders is made. Andhra Pradesh is chosen for research as

it is a State that has some of the highest polluting industries in India. The cusotmers and

retailers of two happening cities – Hyderabad and Visakahaptanm are studied to

understand the emergence of the concept commercially in the State apart from knowing

the viability of introducing eco-friendly products to its select customers.

Two sets of Questionnaires are instituted to the selected stake holders – Consumers and

Retailers. Further research is reserved to explore the activities and stand of Government

and Companies. The analysis of the responses from the data is carried to make

meaningful suggestions to aid companies in Marketing Mix decisions in launching eco-

friendly products.

4.2 RESULTS AND ANALYSIS: RESPONSES ACROSS DEMOGRAPHIC

PROFILES OF CUSTOMERS

Figure. 4.1 Rating a company on the basis of environmental claims

Analysis of the survey results: The responses for company rating on the basis of

environmental claim are ‘bad’ and ‘very bad’ according to 91.8 per cent of respondents.

There are 7.2 per cent who rated it to as ‘average’. Hyderabad responses stand at 11 per

cent and Visakhapatnam at 3.5 per cent. The responses that rated very ‘bad’ are 40 per

cent. Respondents in Visakhapatnam are higher than those in Hyderabad about rating

such companies as ‘bad’ and ‘very bad’ with 44.5 per cent and 35.5 per cent respectively.

Visakhapatnam responses indicate that people are more negative about companies that do

not make any eco-friendly claims compared to responses in Hyderabad.

Inference of the Analysis: The above responses indicate an opportunity for companies

to position their products with genuine environmental claims. It is possible to obtain

higher acceptance levels among customers.

Figure. 4.2. Frequency of eco-friendly product purchases.

Analysis of the survey results: From the above, 63.5 per cent respondents from

Hyderabad indicate they ‘always’ buy products from companies that claim to be eco-

friendly. From Visakhapatnam, responses to the same question are 45 per cent. Again,

38.5 per cent of responses from Visakhapatnam said they do so ‘always’ as against

Hyderabad at 25 per cent. Both the cities have responded similarly and it is difficult to

decide which of the cities has higher eco friendly buying customers.

Inference of the Analysis: One can infer that customers are showing a tendency to buy

products on their eco-friendly attributes. This is an opportunity that reassures responses

for the first question that companies without environmental claims are preferred less. It is

the right time for the companies to launch eco-friendly product lines / products as the

market is ripe to accept the same.

Figure. 4.3 Extra price ready to pay for a product for its eco-friendly attributes.

Analysis of the survey results: A 44.5 per cent of respondents are prepared to pay

between 11 to 20 per cent extra amount for an eco-friendly product. In this 46.5 per cent

are Visakhapatnam respondents compared to Hyderabad respondents at 42.5 per cent.

The intention to spend 21 – 30 per cent and 31 – 40 per cent extra on eco-friendly

products are more from Hyderabad respondents as against the Visakhapatnam

respondents. It is found that 31 per cent from Hyderabad against 25 per cent from

Visakhapatnam responded to spend up to 30 per cent on the same.

Inference of the Analysis: Companies planning to launch eco-friendly products can

geographically segment Hyderabad region to sell products with higher margins compared

to Visakhapatnam. Hyderabad has slightly higher potential to buy products with higher

pricing policy as against Visakhapatnam. However, further investigation regarding the

‘actionablility’ of the intentions to pay an extra price on eco friendly products is to be

done to get a more precise result.

Figure. 4.4 Frequency of Retailer influence to buy an eco-friendly product.

Analysis of the survey results: It can be understood from the above graph that there is a

significant role of retailer influence among the Visakhapatnam. From the findings, 52.5

percent responses reveal that the involvement level of a retailer in influencing them in

buying an eco-friendly product is found ‘rarely’, while 16 per cent, 1/3rd

of the

Visakhapatnam respondents replied ‘rarely’. ‘Often’ and ‘Very often’ have been used by

Visakhapatnam respondents to the extent of 52.5 per cent and 29.5 per cent respectively.

Both are higher compared to the Hyderabad respondents at 31.5 and 12.5 per cent

respectively.

Inference of the Analysis: Companies may find retailers attitude more congenial in

Visakhapatnam to sell eco-friendly products. Although they may not rule out push

strategy for the sale of the product at this stage, negotiating with Hyderabad outlets

(retailers) could be a challenge both in terms of a cost (trade margins) and disbursement

of information (internal promotions to the channel partners). It is to be investigated on

how minimization of cost can be done in Hyderabad with regards the above two aspects.

Figure. 4.5. Age groups in a family that influence eco-friendly product purchase.

Analysis of the survey results: It is seen that a majority of ‘influencer’ groups of eco-

friendly products in a family happen to be the age groups between 30 – 49 years. This age

group is intellectually matured and has potential high purchasing power to support their

decisions. Hyderabad has higher potential purchasing power against Visakhapatnam. An

80.5 per cent in the age group of 30 – 49 indicate to influence the respondent in buying

an eco-friendly product. Sensitive, urban persons who are aware of environmental

concerns with an intention to spend 30 per cent, and in a few cases up to 40 per cent

exist.

Inference of the Analysis: Companies can segment age groups of 30 – 49 as potential

target for influencing the purchases of eco-friendly products. The promotions can

consider a central advertisement due to cost limitation instead of splitting it between the

geographic locations of Visakhapatnam and Hyderabad (given the slight variation in the

influencers). An 18 per cent influence from the 15-29 years age groups in

Visakhapatnam is worth a mention.

Figure. 4.6. Suggestions to improve the sales of eco-friendly products to companies.

A. Improve total manufacturing process to make product

B. To create awareness about such products’ benefits.

C. In the products’ ingredients and packaging alone.

Analysis of the survey results: There is no significant difference among the respondents

from Hyderabad and Visakhapatnam in opting A and B. There is a difference noted in

opting A and C. Respondents up to 54 per cent in Visakhapatnam opted for A and C as

against 40 per cent from Hyderabad. Previous graphs (Q4) indicated Hyderabad

respondents less likely to be influenced by retailers as against Visakhapatnam

respondents.

Inference of the Analysis: Companies that plan to start a product line or sell eco-friendly

products need to start a base in creating awareness both to the customer and the retailer

rather than assuming these two groups are aware about importance of consuming eco-

friendly products. It is required more so in Hyderabad compared to Visakhapatnam where

the markets indicate higher retailer and customer sensitivity and awareness on this.

# Hyderabad Vizag ALL

Most Aware 43 33 38

Aware 42 42 42

Less Aware 13 23 18

Not Aware 2 2 2

Table - 4.1 Levels of awareness on (the below)

environmental issues/ activities/ aspects.

a. Reusable container

Analysis of the survey results:

It is observed that reusable containers are familiar to 85 per cent of Hyderabad

respondents as against 75 per cent from Visakhapatnam. A higher number is seen in the

‘less aware to not aware’ category from Visakhapatnam responses with 25 per cent.

Hyderabad recorded a 15 per cent in this category.

Visakhapatnam respondents are higher in ‘less aware’ category about the reusable

containers. Hyderabad respondents are 10 per cent ‘more aware’ compared to

Visakhapatnam.

Inference of the Analysis

Reusable containers need to be sought as preferred packaging alternative in the 4P’s –

Product, Price, Promotion and Physical distribution strategy. Reusable containers will

help in the total process of Green Marketing given the other limitations of technology /

production alternatives.


Most Aware 26.5 26.5 26.5

Aware 46 40.5 43.2

Less Aware 23 26 24.5

Not Aware 4.5 7 5.8



b. Biodegradable Packaging

Analysis of the survey results: It is observed from the responses that the Hyderabad

respondents are 6 per cent more aware of bio-degradable packaging compared to

Visakhapatnam respondents. The same 6 per cent is recorded for ‘less aware to not

aware’ category. Again respondents of Hyderabad have lesser per cent in ‘less aware to

not aware’ category. This means awareness on biodegradable packaging is higher in

Hyderabad in from the survey when compared to Visakhapatnam respondents.


Biodegradable packaging supports the overall Green Marketing strategies to a large

extent. The costs incurred and the quality affected due to this packaging have to be

worked out while devising marketing strategies.


Most Aware 12.5 18.5 15.5

Aware 49.5 51 50.2

Less Aware 30.5 24.5 27.5

Not Aware 7.5 6 6.8

Table 4.3 Levels of awareness on (the below)


c. Environmental Labeling


Responses from Visakhapatnam show 6 per cent higher awareness about environmental

labeling compared to Hyderabad respondents. Companies need to be more careful as

customer sensitivity towards eco labeling is significantly higher when compared to the

sensitivity a few years back, more so in Visakhapatnam as per the customer responses.


Green marketing conscious companies need to start doing ‘eco-labeling’ or integrate the

ingredients that are eco-friendly as a part of their strategy on the label of the packaged

product. The packaging and labeling are very sensitive areas (risk of legal suits from

customers etc.,) for products in the consumer markets. If the companies are confident of

their claims about the ingredients and packaging, they should plan to create unique

shelves in the retail stores to sell their product. Visakhapatnam respondents indicate a

high support for eco-friendly shelves in the retail stores.

d. CFC’s (Chloro Flouro Carbons)


Most Aware 1.5 13.5 7.5

Aware 6.5 18.5 12.5

Less Aware 25.5 30.5 28

Not Aware 66.5 37.5 52




The CFC’s are ‘most aware’ at 13.5 per cent among the Visakhapatnam respondents and

‘aware’ at 18.5 per cent. Hyderabad respondents indicated comparatively lesser response

rate for ‘most aware’ and ‘aware’ at 1.5 per cent and 6.5 per cent. ‘Nor aware’ and ‘less

aware’ options opted indicate Hyderabad respondents need more information on the

CFC’s compared to a respondents from Visakhapatnam.


Companies that sell consumer durables need to stress production process in order to gain

market leadership about selling their products genuinely CFC free. The apprehension is

about the truth behind the claims made by some of the companies that sold their

refrigerators CFC free. It is to be a point of investigation for new companies and

introspection for companies that already sold products on this claim to do so more

confidently in future so that customers believe their claims and are aware of CFC’s in

both the cities equally.

e. Energy conservation


Most Aware 30 26 28

Aware 45 35 40

Less Aware 20.5 32.5 26.5

Not Aware 4.5 6.5 5.5




Visakhapatnam responses show less awareness levels about energy conservation

compared to Hyderabad at 61 per cent. Respondents are ‘less aware to not aware’ at 39

per cent and 25 per cent from Visakhapatnam and Hyderabad respectively. An indication

is that the respondent awareness levels on energy conservation from Hyderabad is better

than Visakhapatnam respondents.


Irrespective of variation of awareness levels between the cities, companies that are heavy

manufacturing type from Visakhapatnam need to make an effort for such awareness.

Companies intending to launch products in Visakhapatnam can tie – up in promoting a

social cause like ‘clean technologies’ with the existing companies, months before their

launch in the city. With this, comapnies can reach the customers earlier for a recall of the

company name later. However companies must make sure that there is a calculated gap

between the promotion and the launch of the product in the market so that the customers

do not forget the name of the company after so many efforts towards recall in mind of the

customer.

f. Recycled paper


Most Aware 62 49.5 55.8

Aware 31.5 43.5 37.5

Less Aware 5.5 6 5.8

Not Aware 1 1 1




There is no significant difference between awareness of respondents at Visakhapatnam

and Hyderabad about the recycled paper. More than 90 per cent are aware in both the

places.


Results signal to the companies to be more cautious in eco labeling aspects in the

packaging of the products. It is also suggested that they use either recyclable or bio

degradable packaging to show their concerns in an ‘actionable message’. Apart from this

it is suggested that the Government take up an active role in banning plastic carry bags

which cause a health hazard and create probelms in waste disposal.

The waste disposal itself can be improved to combat the existing abuse of plastic and

eventually support the usage of recycled paper.

g. Energy efficient bulbs


Most Aware 51.5 60 55.8

Aware 41 34 37.5

Less Aware 6 5 5.5

Not Aware 1.5 1 1.2




There is a high similarity in the responses about awareness on energy efficient bulbs in

Hyderabad and Visakhapatnam at approximately 90 per cent. Similarly the respondents

from Hyderabad and Visakhapatnam indicate ‘less aware to not aware’ percent at 7.5 and

6 per cent respectively.


Companies are to keep track of the point that they are addressing environmentally

educated customers and need not start from the beginning to convey their U.S.P (Unique

Selling Proposition) for positioning their brand of energy efficient bulbs. They may

concentrate on the social responsibility for positioning energy efficient bulbs apart from

propagating decrease of energy consumption.

h. Aerosol Containers

Hyderabad Vizag ALL

Most Aware 2.5 12.5 7.5

Aware 10.5 32.5 21.5

Less Aware 39 39 39

Not Aware 48 16 32




There is a very significant difference of awareness levels in both the regions. Hyderabad

respondents are 88 per cent ‘less aware’ to ‘not aware’ about aerosol containers

compared to Visakhapatnam at 54 per cent. Visakhapatnam respondents are 45 per cent

‘aware’ to ‘most aware’, while Hyderabad respondents are at 13 per cent about the same.


This is contrary to the assumption that Hyderabad being almost a metropolitan city is less

aware in certain environmental aspects. It is suggested that efforts in Hyderabad are to be

increased by the Government, and companies to improve the awareness levels. Apart

from this it is suggested that the Government take an active role in banning plastic carry

bags which can cause a health hazard and create problems in waste disposal. The waste

disposal itself can be improved to combat the existing abuse of plastic and eventually

support the usage of recycled paper. Alternatively, showing incentives to companies that

follow stringent environmental norms could be a positive reinforcement for the other

companies to benchmark.


Most Aware 5.5 22.5 14

Aware 28 45.5 36.8

Less Aware 45 24 34.5

Not Aware 21.5 8 14.8



i. a. Companies using eco-friendly technology

(Table consolidate of multiple names)


Respondents at 68 per cent indicate ‘aware’ to ‘most aware’ of such companies from

Visakhapatnam compared to 33.5 per cent only from Hyderabad. This shows that almost

half of the respondents from Visakhapatnam are environmentally sensitive compared

respondents from Hyderabad.


Companies are to be cautious not to mistake the urban and ‘metro’ respondents from

Hyderabad to be environmentally savvy compared to Visakhapatnam respondents. Even

as a smaller city, Visakhapatnam is a hub for very prominent industries and the fact

leaves a possibility to have already sensitized respondents in the past about

environmental issues. Companies need to build their strategies to an already sensitive

customer group and not to incur costs to make promotions, as though addressing a neisent

target audience.

Figure. 4.7 Extent of attitudinal change required in Customers about insisting on

buying eco-friendly products.

Analysis of the survey results: Hyderabad responses are similar to some extent with

Visakhapatnam responses in support of an imminent need for change towards eco-

friendly products. As earlier indications have shown certain lower awareness, they are

ready for more and deeper information on environmental issues. The extent of change

awaited is highest, 33 per cent respondents indicated change to the extent of 46 – 60 per

cent in Hyderabad. Visakhapatnam showed highest responses at 43 per cent in the same

range. There are 22.5 per cent respondents from Hyderabad who indicate 76 per cent of

change requirement in the attitudes of consumers as against the Visakhapatnam

respondents who indicated at 8 per cent.

Inference of the Analysis: Companies need to strike the iron when it is hot. When the

need for change is felt, the companies can concentrate to showcase transparency in

production process or deeper information on label in packaging etc., kind of aspects

properly communicated to the customers.

Figure. 4.8. Government involvement to promote production of eco-friendly

products in companies.

Analysis of the survey results: Responses indicate expectations in higher level about

involvement of the Government in promotion and support of eco-friendly products in the

companies. Graphs indicate 77.7 per cent responses ‘no involvement’ to ‘neutral

involvement’ of Government about companies. A 26.5 per cent indicate ‘involvement to

a great extent’ and only 3 per cent ‘maximum involvement’.

Inference of the Analysis: A three quarters of the respondents from Visakhapatnam and

Hyderabad feel that change needs to come in a big way. Responses project to be more

aware of the environmental issues ( ref: graphs of Question 4, 7 and 8),and are open for

further attitudinal change as against the Hyderabad respondents who are less aware and

still less open about percentage of attitudinal change required in the customers about

insisting eco-friendly products. Companies need make necessary proportionate efforts to

meet retailers in Hyderabad about the attitude change.

4.3 CUSTOMERS CROSS TABLES AND INTERPRETATION

Figure. 4.9 Rating a company on the basis of environmental claims based on age

and gender:

Analysis of the Survey Results: Results show high resistance among age groups and

gender against the companies that do not take initiatives about environmental aspects.

Responses that show that a range of 48 – 69 per cent from all the groups, age and gender

feel it is ‘bad’ on the part of companies that do not make environmental claims. The age

groups 31-40 mark their responses with 50.8 per cent indicating ‘very bad’ about such

companies. Gender wise responses also show a similarity.

Self employed, professionals and home makers to indicate companies as ‘very bad’ when

they make products without concern for environment. These categories responded at 51,

50 and 45 per cent respectively.

Inference of the Analysis: Companies need to be cautious about the responses of the

potential customers as the latter are vigilant and skeptical about claims made supporting

environment before judging a company. This may affect its good will, if the claims are

disproved.

Frequency of eco-friendly product purchases based on to gender and age:

Analysis of the Survey Results:

Men who responded to pay ‘always’ outnumbered women with 36 per cent and 28.6 per

cent. A significant variation is not there between the genders.

The age group wise, similarity is observed between those marked ‘very often’ about

buying an eco-friendly product. Respondents below 20 years and those between 51 – 60

years have similarly indicated (62.7 and 61.5 per cents respectively) that they ‘very often’

buy eco-friendly products. Among all the groups a highest option to indicate is seen as

‘very often’ about buying such products.

Inference of the Analysis:

This is a phase where the Indian customers, both, in urban and rural areas are prioritizing

about the same parameters about choosing a product/ service. They are high expectation

in quality with reasonable price. From the responses, the tendency to pay more due to

other variables (in flow of money, higher opportunities and education et al.) is seen to be

increasing by the day. A company that is looking to price a product can take an advantage

of the educated and sensitive customer who is ready to pay a higher price. However, if it

does not maintain quality or does not stand up to its claims, an opportunity to gain

goodwill could possibly be the worst threat in future. At the cost of customer beliefs and

goodwill, no marketing strategy can sustain in the long run.

Figure. 4.10 Extra price ready to pay for a product for its eco-friendly attributes

based on Age, Gender and Profession:


Age groups, 21-60 (overall) are similarly prepared to pay 11 -20 per cent extra for an

eco-friendly product. Among these age groups between 31-40 and 51 – 60 indicate the

highest per cents in number. Until 30 years, around 25 per cent - 36 per cent indicate to

spend up to 10 per cent compared to others. Best age groups are identified to be as 31 –

50 for the companies to target with higher pricing of eco-friendly products.

Analysis of the survey results: The preference to pay 11-20 per cent irrespective of

gender, age or profession is seen. The immediate highest range is 21 per cent - 30 per

cent preferred by the overall respondents. Almost 35 - 55 per cent of the respondents in

all categories viz., age, education and profession prefer to pay 11 – 20 per cent, the

highest number of response range preferred.

To pay up to 10 percent extra on an eco-friendly product, the women respondents happen

to be 27.2 per cent compared to men who are at 20.3 per cent. The tendency to spend

extra amounts on eco –friendly products by women is more conservative. It is observed

that women respondents display conservative behavior in spending more than 11 per cent

extra for eco-friendly products. Their acceptance on still higher price margins is

increasing at a diminishing rate.

Inference of the Analysis: The results indicate that companies can go with ‘margin

pricing’ strategy with additional price of 11 – 20 percent for an existing product for its

eco-friendly claims. The promotions can target male customers as the inclination for

their spending is even higher as against their female counter parts.

Figure. 4.11 Age groups in a family that influence eco-friendly product purchase

based on marital status.

Analysis of the survey results: The marital status of a respondent appears to be a

significant factor in making / influencing a customer in buying eco-friendly products. An

80.4 per cent of respondents fall in the age group of 30 - 50 years who are potentially

strong influencers in the household. It has to be noted that even unmarried members in

the same age group are playing a significant role. Least found are married family

members who are above 65 years of age.

Inference of the Analysis: It is observed that the relationship between parents and

children is changed. The dominant father figure and ever-giving mother figure are

replaced with intellectuals and educated parents who respect their children’s views and

accept them with their spending habits. Companies striving for long term strategies need

to consider the back drop additional to marital status of Indian customer who has

volunteered to shift roles he/she plays in contributing to the families.

Figure. 4.12 Frequency of Retailer influence to buy an eco-friendly product based

on Gender - Male Customers.


Men and women respondents show similarity in indicating the extent of retailer influence

at 33.1 and 34.2 per cent. The retailer influence indicated to be ‘often’ among men and

women are 45.9 per cent and 39 per cent respectively. Also a significant numbers showed

retailers ‘rarely’ influence the customer.


There is a significant role of the retailers in the sale of a product. Study has shown that

being the last member in the channels of distribution, the scope to educate or influence

the customer is highly possible. Though organized retailing entered the terrains of our

Country, as far as eco-friendly products are concerned, there is still ample room for

improvement among retailers about sensitizing the customer towards eco-friendly

products and influencing him in finally buying it.

Figure. 4.13 Frequency of Retailer influence to buy an eco-friendly product based

on Gender - Female Customers.


From the study it is found that the age groups between 21-30 and 51-60 respond to have

been influenced by the retailer in choosing an eco-friendly product. They indicate 46 per

cent ‘often’ being influenced compared to the other age groups. While respondents

betweeb 51-60 age groups indicate highest per cent, 38.5 per cent being rarely influenced.


Specific strategies like creating shelves for eco-friendly products can be a result if

Manufacturing companies can come together in producing organic or eco-friendly

products by investing in common technologies in order to bear the initial costs. Training

programs for some of the staff members of retail outlets by way of virtual sessions

through the net can be organized to increase environmental sensitivity among the retailers

with minimum cost. Most of the efforts are to be started from the government and

companies in order to achieve a level of confidence to sell eco-friendly products in the

existing scenario.

Figure. 4.14 Suggestions to improve the sales of eco-friendly products to

companies based on Age and Education.

A. In Products’ total manufacturing process

B. To create awareness about such products’ benefits.

C. In the products’ ingredients and packaging alone.


Responses indicate consent on choosing A and C (products’ total manufacturing process

and in the products’ ingredients and packaging alone) up to 50 years.

This is seconded by in ‘products total manufacturing process’ and ‘in creating awareness

about such products’ benefits, A and B options. All three as an option has been preferred

by less than 20 years of age group and above 51 years.

Education wise responses show a steady increase in the percentage of respondents for B

and C (to create awareness about such products’ benefits and in the products’ ingredients

and packaging alone).

Levels of awareness on the below environmental issues/ activities/ aspects according

to age, education and profession:

1. Reusable container

2. Biodegradable Packaging

3. Environmental Labeling

4. CFC’s (Chloro Flouro Carbons)

5. Energy conservation

6. Recycled paper

7. Energy efficient bulbs

8. Aerosol Containers

9. Companies (names) using eco-friendly technology.

The age groups, education and profession are a common platform for most of the

responses to indicate that they are ‘most aware’ to ‘aware’ about reusable containers. The

elder age groups that fall within 51 and 60 indicated 23.1 per cent as ‘not aware’. There is

a relation between education and awareness; respondents who are above post graduation

in their education indicate 100 per cent to be ‘most aware’.

Contrasting to the awareness levels of professional respondents, home makers have the

least awareness levels among all other groups.

Responses on awareness on biodegradable packaging indicate education and awareness

levels to be related. This is not similar in case of professional responses on awareness

and ages as they seem to be distinctly related. Respondents up to 51 years indicate that

‘most aware’ to ‘aware’ above 51 and 60 indicated 38.5 per cent ‘less aware’. Education

and levels of awareness are related as higher the education, higher the levels of

awareness and vice versa. A home maker and unemployed responses recorded highest

levels of ‘not aware’ option compared to professionals who responded as ‘highly aware’.

Except respondents below 20, all other age groups are aware of environmental labeling.

Again age groups 41-50 indicate ‘less aware’ more in contrast to 51-60 who recorded the

highest levels of awareness on the whole in the age groups categories. There is a clear

indication that education and awareness levels are directly related. In observation one

finds more the education, the higher the awareness and vice versa. In the last category of

professionals, the unemployed group seem to top the list in awareness levels with 100 per

cent awareness , professionals group hitting 58.9 per cent and last of all being home

makers group with a minimum of 44.6 per cent.

Chloro Flouro Carbons seem to be giving a run to the responder’s mind as age, education

and profession wise, respondents indicate that most of them are not aware of it.

Unemployed respondents are 50 per cent ‘most aware’ and 50 per cent ‘not aware’

compared to other groups where except professional groups most of the groups were

highly ‘unaware’ of CFCs. Students and home makers ranked least awareness levels on

the whole. Age group wise only 31-40 are ‘aware’ of it.

Energy conservation is directly related with education in the respondent’s data. While age

up to 40 shows ‘less awareness’ compared to 40–60 with highest ‘awareness’. Home

makers are ‘least aware’ with 34.6 per cent and professional, unemployed and

Government employee marked highest levels of awareness with 51.8, 50 and 48.5 per

cent respectively.

Recycled paper seems to be highly popular compared to all other aspects in the

questionnaire about awareness. Age, education and profession wise, all of them

responded raging strictly between most aware to aware and very insignificantly less

aware. Same is the case with energy efficient bulbs.

Aerosol containers marked the highest records of responses with ‘not aware’ to ‘less

aware’ options irrespective of age, education and profession. Responses on awareness of

companies that make eco-friendly products show 35 – 50 per cent are ‘aware’ and almost

the same percentage of respondents are ‘unaware’ overall. This means that the

respondents who are ‘aware’ and ‘unaware’ up to 50 years seem to be equal proportions

for further analysis. Below 20 years and above 50 years are ‘least aware’ about such

companies compared to all other age groups.

Education has a top relation among other variables in awareness levels of attributes. Until

the under graduate level ( degree), there is ‘less awareness’ at 34 – 45 per cent overall

while education above graduate ( post graduate) and above have higher to highest levels

of awareness.

The home makers and the unemployed indicate ‘not aware’ at 41.9 per cent and 50 per

cent respectively. The student responses are at 35.1 per cent, professional responses are at

32.1 per cent, and Government employees at 27.3 per cent for ‘awareness’ levels. The

analysis on the whole suggests that there is an ample room to create awareness to all the

groups about companies using eco-friendly technologies.

Figure. 4.15 Extent of attitudinal change required in customers about insisting

on buying eco-friendly products based on age.

Analysis of the survey results: Irrespective of the age and profession, all of the

respondents up to 91 per cent agreed for an imminent need for change about customer

attitudes about preferring eco-friendly products over normal products.

Inference of the Analysis: Average percentage of change in attitude levels according to

respondents, required for customers to insist on buying eco-friendly products. Males are

33 per cent less than females about opining that there is a change requirement more than

76 per cent. According to combined responses of age, gender and profession, the range of

percentage change in attitude is indicated between 46–60 per cent, which is the highest

among all others.

Figure. 4.16 Government involvement to promote production of eco-friendly

products in companies based on profession.

Analysis of the survey results: It is observed according to different age groups that a

range of 23 – 35 per cent of the respondents opined ‘little involvement of Government’ to

be there in taking up responsibility. Again, 25 - 31 per cent have felt that there is

‘involvement to a great extent’. It is seen that, 20 -30 per cent responses to be ‘neutral’. A

range of 41–50 felt involvement of Government as ‘little’ and 51-60 responded

‘involvement to a great extent’ by the Government.

Profession wise responses indicate students, home makers, self employed and

professionals opted to mark ‘Government involvement to a great extent’ between range

of 21–31 per cent. Government employees and unemployed indicated 39.4 per cent and

50 per cent to mark ‘little involvement’.

Inference of the Analysis: The time is right for the companies and the Government to

go hand in hand about making the strategies. This may include a technology tie-up

method or a process out sourcing method to get some amount of eco-friendly processes

set in place. Research indicates that the respondents feel there is ‘little involvement from

the Government’ about promoting eco-friendly products. A co-coordinated approach

towards achieving specific goals is to be made.

A brief overview of the consumer markets in the Indian context is given. Analysis of

customer survey tables are done from the data that are represented in the figures of both

the cities, Hyderabad and Visakhapantam. The results and analysis are done taking the

responses across demographic profiles of customers. The tables are further divided into

absolute responses of questions and customers cross tables and interpretations.

comparative analysis of - shodhgangashodhganga.inflibnet.ac.in/bitstream/10603/28772/9/09...figure....

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