A study on consumer satisfaction of consumers towards Hitachi air conditioners in Surat

Darshit Hirapara; Avadhi Kothiya; Jignesh Vidani

Darshit Hirapara student, L.J. Institute of Management Studies, LJ University
Avadhi Kothiya student, L.J. Institute of Management Studies, LJ University
Jignesh Vidani professor, L.J. Institute of Management Studies, LJ University

Abstract

This study titled â€œA Study on Consumer Satisfaction of Consumers Towards Hitachi Air Conditioners in Suratâ€ investigates how various product and service attributes influence customer satisfaction, with a specific focus on the role of age group as a demographic factor. Data was collected through a structured questionnaire from 258 respondents and analysed using chi-square tests to determine associations between age and satisfaction variables such as cooling performance, noise level, energy efficiency, design, remote usability, service experience, and value for money. Out of ten hypotheses, six showed statistically significant associations, especially in areas like installation service, complaint response, service staff behaviour, and accessibility of service centres. These results indicate that age influences how consumers perceive service-related aspects more than product-related features, which showed uniform satisfaction across age groups. While most relationships were weak in strength, the significance suggests varied expectations among different age segments. The study supports established consumer satisfaction theories like Expectancy-Disconfirmation and SERVQUAL, highlighting the need for demographic-based service strategies. The insights gained are valuable for Hitachi to enhance customer experience in Surat and improve brand loyalty in a competitive market.

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