Consumer Insights: Evaluating Preferences for Rubber-Based Products
Dr. J. Prateeba Devi 1, Ms. Bhuvaneshwari K 2
1 Assistant Professor (Sr. Gr.), Mepco School of Management Studies,
Mepco Schlenk Engineering College,
Sivakasi-626005 India.
2 2nd Year MBA Student, Mepco School of Management Studies,
Mepco Schlenk Engineering College,
Sivakasi-625005 India.
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Abstract - This research study explores consumer anticipations and preferences for rubber products, aiming to identify preferred product attributes, discover consumer price sensitivity, uncover demand for innovative features, and measure satisfaction with rubber products. The various rubber product are Axle seals, End cap seals, Hydraulic seals, Rotary shaft seals, Bonded seals, Wheel seals, Crankshaft seals, shock absorber seals, Value stem seals and Differential, Timing seal, O rings and Moulded rubber products. And these rubber products are used for various purpose by various groups, they are Individual usage, Business usage, and Industry usage. Utilizing a survey research approach and structured questionnaires, the study integrates qualitative insights from focus groups and quantitative data from a sample size of 260, collected through convenience sampling method. The research employs various tools, including frequency analysis, regression, mean averages, crosstabs and chi-square tests, to analyse the data. The findings reveal that consumers prefer high-quality, durable rubber products, with attributes such as durability, reliability, and performance driving satisfaction. Price sensitivity is influenced by demographic factors, with many consumers viewing price as an indicator of value and showing a willingness to pay more during promotions. Overall satisfaction with rubber products is high, driven by quality, availability, and a demand for innovative features.
Keywords: Consumer Anticipations, Consumer Preferences, Product Attributes, Price Sensitivity, Demand for Innovative Features and Consumer Satisfaction.
