PERCEIVED QUALITY AS A KEY BRAND EQUITY FACTOR AND ITS IMPACT ON WOMEN'S WASHING MACHINE CHOICES

Perceived quality plays a crucial role in shaping consumer preferences and brand loyalty, especially in durable goods like washing machines. The study examines the role of demographic factors in influencing perceived quality in women's washing machine choices, along with identifying key factors that shape their quality perception. A structured survey was conducted among respondents in Pollachi Taluk, and statistical tools such as Chi-Square analysis, ANOVA, and T-Test were used to analyze the impact of variables like age, education, income, marital status, family type, and decision-making role on perceived quality. The findings reveal that age, education, income, and marital status significantly influence perceived quality, while occupation and family type show no significant impact. Additionally, a Weighted Average Ranking Method was applied to determine the most influential factors affecting perceived quality in washing machine choices. Results indicate that brand reputation, durability, and energy efficiency are the primary determinants, whereas technology and features rank lower in importance. The study highlights the importance of consumer awareness, affordability, and product reliability in shaping purchase decisions. These insights are valuable for marketers and washing machine brands to strategize their product positioning, emphasizing quality, durability, and strong brand reputation to attract women consumers.