3.2. Consumer behaviour of the urban respondents
3.2.5 Relationship of dishwashing behavior with income level of the respondent
Number of family members
Total
3 to 4 numbers
5 to 6 numbers
Detergent use for dishwashing
Bar detergent
Count 80 10 90
% within detergent use for washing the utensils
88.9% 11.1% 100%
% within Number of family members
100% 50.0% 90.0%
% of Total 80.0% 10.0% 90.0%
Powder detergent
Count 10 10
% within detergent use for washing the utensils
100% 100%
% within Number of family members
50.0% 10.0%
% of Total 10.0% 10.0%
Table 3.9: Cross tabulation of type of detergent use for dishwashing and number of family members (urban respondent)
Null hypothesis: There is no significant difference of respondent’s preferred types of detergent viz. bar detergent, powder detergent, liquid detergent with number of family members in respondent’s household.
A chi square test was conducted for a significance level of 0.05. The null hypothesis was rejected ( Sig: 0.00, Contingency Coefficient: 0.555) and concluded that there is a strong relationship of respondent’s preferred types of detergent viz. bar detergent, powder detergent, liquid detergent with number of family members in respondent’s household. It has been observed that the majority of the respondents preferring bar detergent (88.9%) belong to family size of 3 to 4 members. Altogether 11.1% respondents preferring bar detergent belong to family size of 5 to 6 members. The study reveals that the all respondents preferring powder detergent belong to family size of 5 to 6 members. It is quite evident that as the number of family members increases the number of utensils, crockery and other cookware for daily use for that family also increases. From the above statistics it appears that the members of the larger family size prefer powder detergent over bar detergent.
88 Rs.2,00,001 to Rs.3,00,000; Rs.3,00,001 to Rs.4,00,000; Rs.4,00,001 to Rs.5,00,000 and above Rs.5,00,000 per annum. Various inferential statistical analyses were conducted to observe the relationship of dishwashing behaviour with income level of the respondents.
Null hypothesis: There is no significant difference of respondents having a domestic help or not with income level of the respondent.
A chi square test was conducted for a significance level of 0.05. The null hypothesis was accepted (Sig: 0.525, Contingency Coefficient = 0.176) and concluded that there is no significant difference of respondents having a domestic help or not with income level of the respondent. Descriptive statistics reveals that that 96% of the respondents have domestic help in their home. This means that irrespective of income level of the respondent people keep domestic help for their household activities.
Null hypothesis: There is no significant difference of respondents having part time or full time domestic help with income level of the respondent.
A chi square test was conducted for a significance level of 0.05. The null hypothesis was rejected ( Sig: 0.002), Contingency Coefficient = 0.385) and concluded that there is a strong relationship of respondents having part time or full time domestic help with income level of the respondent. The study reveals that respondents having annual income less than Rs.4,00,000 do not have full time domestic help in their home. A few respondents having annual income more than Rs.4,00,000 have full time domestic help in their household.
Part Time or Full Time Domestic Help
Total
Part Time Full Time
Annual income
Rs.100,000 to Rs.200,000
Count 2 2
% within annual income 100% 100%
% within Part Time or Full Time Domestic Help
2.3% 2.1%
% of Total 2.1% 2.1%
Rs.200,001 to Rs.300,000
Count 4 4
% within annual income 100% 100%
% within Part Time or Full Time Domestic Help
4.6% 4.2%
% of Total 4.2% 4.2%
Rs.300,001 to Rs.400,000
Count 54 54
% within annual income 100% 100%
% within Part Time or Full Time Domestic Help
62.1% 56.3%
% of Total 56.3% 56.3%
Rs.400,001 to Rs.500,000
Count 23 8 31
% within annual income 74.2% 25.8% 100%
% within Part Time or Full Time Domestic Help
26.4% 88.9% 32.3%
% of Total 24.0% 8.3% 32.3%
Above Rs.500,000
Count 4 1 5
% within annual income 80.0% 20.0% 100%
% within Part Time or Full Time Domestic Help
4.6% 11.1% 5.2%
% of Total 4.2% 1.0% 5.2%
Table 3.10: Cross tabulation of type of domestic help with income level of the respondent (urban respondent)
Null hypothesis: There is no significant difference of type of activity assigned to domestic help with income level of the respondent.
A chi square test was conducted for a significance level of 0.05. The null hypothesis was rejected (Sig: 0.00), Contingency Coefficient = 0.695) and concluded that there is a strong relationship of type of activity assigned to domestic help with income level of the respondent.
The study reveals that respondents having annual income less than Rs.4,00,000 do not prefer domestic help for other activities apart from dishwashing viz. taking care of kids, cloth washing etc. A few respondents having annual income more than Rs.4,00,000 have domestic help for other activities viz. kids care, cloth washing etc. Most of the
90 Dependence on domestic help for the
household activity
Total Annual
income
Dishwashi ng
Taking care of kids
Dishwashing and cloth washing Rs.100,000
to Rs.200,000
Count 2 2
% within annual income 100% 100%
% within Dependence on domestic help for the activity
3.1% 2.1%
% of Total 2.1% 2.1%
Rs.200,001 to Rs.300,000
Count 4 4
% within annual income 100% 100%
% within Dependence on domestic help for the activity
6.2% 4.2%
% of Total 4.2% 4.2%
Rs.300,001 to Rs.400,000
Count 54 54
% within annual income 100% 100%
% within Dependence on domestic help for the activity
83.1% 56.3%
% of Total 56.3% 56.3%
Rs.400,001 to Rs.500,000
Count 1 8 22 31
% within annual income 3.2% 25.8% 71.0% 100%
% within Dependence on domestic help for the activity
1.5% 88.9% 100% 32.3%
% of Total 1.0% 8.3% 22.9% 32.3%
Above Rs.500,000
Count 4 1 5
% within annual income 80.0% 20.0% 100%
% within Dependence on domestic help for the activity
6.2% 11.1% 5.2%
% of Total 4.2% 1.0% 5.2%
Table 3.11: Cross tabulation of Dependence on domestic help for the activity with income level (urban respondent)
Null hypothesis: There is no significant difference of respondent’s preference on part time or full time domestic help for the cooking activity with income level of the respondent.
A chi square test was conducted for a significance level of 0.05. The null hypothesis was accepted ( Sig: 0.580, Contingency Coefficient: 0.167) and concluded that there is no significant difference of respondent’s preference on part time or full time domestic help for the cooking activity with income level of the respondent. From the descriptive statistics we have found that 78% respondents prefer part time domestic help for performing cooking activity. This means that irrespective of the income level of the respondents prefer part time domestic help for the cooking activity.
Null hypothesis: There is no significant difference of respondent’s preference on part time or full time domestic help for the dishwashing activity with income level of the respondent.
A chi square test was conducted for a significance level of 0.05. The null hypothesis was rejected ( Sig: 0.003, Contingency Coefficient: 0.369) and concluded that there is a significant difference of respondent’s preference on part time or full time domestic help for the dishwashing activity with income level of the respondent. However the relationship is not very strong. From the descriptive statistics we have found that 95%
respondents prefer part time domestic help for performing dishwashing activity.
Part Time or Full Time for Dishwashing
Total Annual
income of the respondent
Part
Time
Full Time Rs.100,000 to
Rs.200,000
Count 1 1 2
% within annual income 50.0% 50.0% 100%
% within Part Time or Full Time for Dishwashing 1.1% 20.0% 2.0%
% of Total 1.0% 1.0% 2.0%
Rs.200,001 to Rs.300,000
Count 3 1 4
% within annual income 75.0% 25.0% 100%
% within Part Time or Full Time for Dishwashing 3.2% 20.0% 4.0%
% of Total 3.0% 1.0% 4.0%
Rs.300,001 to Rs.400,000
Count 54 1 55
% within annual income 98.2% 1.8% 100%
% within Part Time or Full Time for Dishwashing 56.8% 20.0% 55.0%
% of Total 54.0% 1.0% 55.0%
Rs.400,001 to Rs.500,000
Count 33 1 34
% within annual income 97.1% 2.9% 100%
% within Part Time or Full Time for Dishwashing 34.7% 20.0% 34.0%
% of Total 33.0% 1.0% 34.0%
Above Rs.500,000
Count 4 1 5
% within annual income 80.0% 20.0% 100%
% within Part Time or Full Time for Dishwashing 4.2% 20.0% 5.0%
% of Total 4.0% 1.0% 5.0%
Table 3.12: Cross tabulation of preference of type of domestic help with income level (urban respondent)
Null hypothesis: There is no significant difference of respondent’s preference on part time or full time domestic help for the kids care activity with income level of the respondent.
A chi square test was conducted for a significance level of 0.05. The null hypothesis was accepted ( Sig: 0.796, Contingency Coefficient: 0.128) and concluded that there is no significant difference of respondent’s preference on part time or full time
92 for performing kids care activity. This means that irrespective of the income level of the respondents prefer part time domestic help for the kids care activity.
Null hypothesis: There is no significant difference of respondent’s preference on part time or full time domestic help for the cloth washing activity with income level of the respondent.
A chi square test was conducted for a significance level of 0.05. The null hypothesis was accepted (Sig: 0.258, Contingency Coefficient: 0.129) and concluded that there is no significant difference of respondent’s preference on part time or full time domestic help for the cloth washing activity with income level of the respondent. From the descriptive statistics we have found that 97% respondents prefer part time domestic help for performing cloth washing activity. This means that irrespective of the income level of the respondents prefer part time domestic help for the cloth washing activity.
Null hypothesis: There is no significant difference of respondents having a dishwasher or not with income level of the respondent.
A chi square test was conducted for a significance level of 0.05. The null hypothesis was accepted (Sig: 0.411, Contingency Coefficient: 0.195) and concluded that there is no significant difference of respondents having a dishwasher or not with income level of the respondent. From the descriptive statistics we have found that 98%
respondents do not have dishwasher in their home. This means that irrespective of the income level, majority of the respondents do not have a dishwasher in their home.
Null hypothesis: There is no significant difference of respondents having a cloth washing machine or not with income level of the respondent.
A chi square test was conducted for a significance level of 0.05. The null hypothesis was accepted (Sig: 0.552, Contingency Coefficient: 0.172) and concluded that there is no significant difference of respondents having a cloth washing machine or not with income level of the respondent. From the descriptive statistics we have found that 94% respondents have cloth washing machine in their home. This means that irrespective of the income level, majority of the respondents have a cloth washing machine in their home.
Null hypothesis: There is no significant difference of respondent’s view on dishwasher/ washing machine being a substitute of domestic help with number of family members in respondent’s household.
One way ANOVA test was conducted for a significance level of 0.05. The null hypothesis was rejected (Sig: 0.000) and concluded that there is a significant difference of
respondent’s view on dishwasher/ washing machine being a substitute of domestic help with number of family members in respondent’s household. In the semantic differential scale used for this purpose 1 represents ‘strongly disagree’ and 5 represents ‘strongly agree’. It was observed that in comparison to the respondents belonging to income group of annual income above Rs.4,00,000; respondents having annual income less than Rs.4,00,000 strongly feel that a dishwasher or washing machine cannot be a substitute of domestic help.
Income level of the respondents Respondent’s view on dishwasher/ washing machine being a substitute of domestic help
(1: Strongly agree, 5: strongly disagree) Mean Minimum Maximum Rs.100,000 to Rs.200,000 5.0000 5.00 5.00
Rs.200,001 to 300,000 5.0000 5.00 5.00
Rs.300,001 to Rs.400,000 5.0000 5.00 5.00 Rs.400,001 to Rs.500,000 4.7353 4.00 5.00
Above Rs.500,000 4.8000 4.00 5.00
Table 3.13: Cross tabulation of respondent’s view on dishwasher/ washing machine being a substitute of domestic help with income level of the respondent (urban respondent)
Null hypothesis: There is no significant difference of respondent’s preference of various types of scrubber viz. sponge scrubber, plastic scrubber, steel scrubber and coir scrubber with income level of the respondent.
A chi square test was conducted for a significance level of 0.05. The null hypothesis was accepted ( Sig: 0.258, Contingency Coefficient: 0.303) and concluded that there is no significant difference of respondent’s preference of various types of scrubber viz. sponge scrubber, plastic scrubber, steel scrubber and coir scrubber with income level of the respondent.
From the descriptive statistics we have found that 83% respondents prefer coir scrubber.
This means that irrespective of the income level, majority of the respondents prefer coir scrubber for dishwashing.
Null hypothesis: There is no significant difference of respondent’s satisfaction level on sponge scrubber with income level of the respondent.
94 the 5 point semantic differential scale used for this purpose 1 represents ‘lowest satisfaction level’ and 5 represents ‘highest satisfaction level’. It was observed that in comparison to respondents belonging to income group of annual income more than Rs.4,00,000; the respondents belonging to the income group of annual income between Rs.1,00,000 and Rs. 4,00,000 are more satisfied with the sponge scrubbers available in the market. However the overall satisfaction level for sponge scrubbers is significantly low.
Income level of the respondent Satisfaction level on sponge scrubber Mean Minimum Maximum
Rs.100,000 to Rs.200,000 2.00 2.00 2.00
Rs.200,001 to 300,000 2.00 2.00 2.00
Rs.300,001 to Rs.400,000 2.00 2.00 2.00
Rs.400,001 to Rs.500,000 1.73 1.00 2.00
Above Rs.500,000 1.80 1.00 2.00
Table 3.14: Cross tabulation of satisfaction level on sponge scrubber with income level of the respondent (urban respondent)
Null hypothesis: There is no significant difference of respondent’s satisfaction level on steel scrubber with income level of the respondent.
One way ANOVA test was conducted for a significance level of 0.05. The null hypothesis was rejected (Sig: 0.002) and concluded that there is a significant difference of respondent’s satisfaction level on steel scrubber with income level of the respondent. In the 5 point semantic differential scale used for this purpose 1 represents ‘lowest satisfaction level’ and 5 represents ‘highest satisfaction level’. It was observed that in comparison to respondents belonging to income group of annual income more than Rs.4,00,000; the respondents belonging to the income group of annual income between Rs.1,00,000 and Rs. 4,00,000 are less satisfied with the steel scrubbers available in the market. However the overall satisfaction level for steel scrubbers is significantly low.
Income level of the respondent Satisfaction level on steel scrubber
Mean Minimum Maximum
Rs.100,000 to Rs.200,000 2.00 2.00 2.00
Rs.200,001 to 300,000 2.00 2.00 2.00
Rs.300,001 to Rs.400,000 2.09 2.00 3.00
Rs.400,001 to Rs.500,000 2.61 2.00 4.00
Above Rs.500,000 2.40 2.00 4.00
Table 3.15: Cross tabulation of satisfaction level on steel scrubber with income level of the respondent (urban respondent)
Null hypothesis: There is no significant difference of respondent’s satisfaction level on plastic scrubber with income level of the respondent.
One way ANOVA test was conducted for a significance level of 0.05. The null hypothesis was accepted (Sig: 0.093) and concluded that there is no significant difference of respondent’s satisfaction level on plastic scrubber with income level of the respondent.
The descriptive statistics reveals that the overall satisfaction level on plastic scrubber is substantially high irrespective of income level of the respondent.
Null hypothesis: There is no significant difference of respondent’s satisfaction level on coir scrubber with income level of the respondent.
One way ANOVA test was conducted for a significance level of 0.05. The null hypothesis was rejected (Sig: 0.001) and concluded that there is a significant difference of respondent’s satisfaction level on coir scrubber with income level of the respondent.
Descriptive statistics reveals that the overall satisfaction level for coir scrubbers is significantly high.
Income level of the respondent Satisfaction level on coir scrubber
Mean Minimum Maximum
Rs.100,000 to Rs.200,000 4.0000 3.00 5.00
Rs.200,001 to 300,000 5.0000 5.00 5.00
Rs.300,001 to Rs.400,000 4.9273 3.00 5.00 Rs.400,001 to Rs.500,000 4.1471 2.00 5.00
Above Rs.500,000 4.4000 2.00 5.00
96 Null hypothesis: There is no significant difference of respondent’s preference on type of detergent viz. bar detergent, liquid detergent and powder detergent with income level of the respondent.
A chi square test was conducted for a significance level of 0.05. The null hypothesis was rejected ( Sig: 0.001, Contingency Coefficient: 0.387) and concluded that there is a significant difference of respondent’s preference on type of detergent viz. bar detergent, liquid detergent and powder detergent with income level of the respondent.
However the relationship is not very strong. From the descriptive statistics we have found that 90% respondents prefer bar detergent over powder detergent.
Detergent use for washing the utensils
Total
Bar
detergent
Powder detergent
Annual income
Rs.100,000 to Rs.200,000
Count 2 2
% within annual income 100% 100%
% within detergent use for washing the utensils
2.2% 2.0%
% of Total 2.0% 2.0%
Rs.200,001 to Rs.300,000
Count 4 4
% within annual income 100% 100%
% within detergent use for washing the utensils
4.4% 4.0%
% of Total 4.0% 4.0%
Rs.300,001 to Rs.400,000
Count 55 55
% within annual income 100% 100%
% within detergent use for washing the utensils
61.1% 55.0%
% of Total 55.0% 55.0%
Rs.400,001 to Rs.500,000
Count 25 9 34
% within annual income 73.5% 26.5% 100%
% within detergent use for washing the utensils
27.8% 90.0% 34.0%
% of Total 25.0% 9.0% 34.0%
Above Rs.500,000
Count 4 1 5
% within annual income 80.0% 20.0% 100%
% within detergent use for washing the utensils
4.4% 10.0% 5.0%
% of Total 4.0% 1.0% 5.0%
Table 3.17: Cross tabulation of respondents’ preference on type of detergent with income level of the respondent (urban respondent)