A STUDY OF CONSUMER PERCEPTION TOWARDS ROOFING PRODUCTS IN KERALA MARKET

DAVIDSON D JOJI CHANDRAN

Abstract


This study was conducted with the objective o f finding out the factors that determine preference for roofing materials among the consumers in the Kerala state, and also find out the most important attributes of roofing materials. In order to achieve the above objectives, a descriptive study was made, which includes the consumer response to the study of analysis. A questionnaire was administered to each respondent. The questionnaire had unstructured and semi-structured questions. The data collected was analyzed using mainly the percentages, means and standard deviation. Factor analysis was also used in order to reduce the high number of factors under consideration. Analysis of the data indicated that there are some factors that consumer consider important in their preference of roofing materials. These included quality, strength, beauty, durability and availability of the material. The intended use o f the building as well as capability o f the client also came out as major considerations. The marketers of roofing materials need to understand their customers as well as the attributes they look for in roofing materials.

Keywords


Consumers, roofing material, roofing attributes.

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References


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