Determinants of Non-Availing Health Insurance Policy in Rural Areas

Abstract

Health insurance in India is a growing segment of India's economy. In India there is a lack of awareness regarding tools called health insurance. Unlike other segments, Health Insurance is a more complex business because of serious conflicts arising out of unavailability of data and information gap problems. Proper understanding of Indian Health situation and application of principles of insurance, keeping in view the social realities and national objectives, are important. Hence this study attempts to understand the factors that influence the rural people for availing or not availing health insurance policy. Objectives of the study are a) To study the factors influencing the rural people to avail health insurance policy b) To examine the determinants influencing the rural people not to avail health insurance policy c) To understand the association between demography of respondents (with respect to age, educational qualification and monthly family income) and determinants of availing health insurance policy. Null hypothesis was framed to test the association between demography of respondents (age, educational qualification and monthly family income) and the determinants of availing health insurance policy. Primary data was collected from 150 respondents identified by Stratified Random Sampling technique representing rural area of Thanjavore District using structured questionnaire. The data was processed and analysed using SPSS package Version 11 and various statistical tools like f-test and t-test were used for discussion. The study results revealed that educational qualification, age, and family income are the major factors which influence the rural people to avail health insurance policy; gender and marital status are the major factors which prevents the rural people of the study area to avail health insurance policy; Also there is significant difference between the demography of the respondents and the determinants of availing health insurance.

Full text

A STUDY ON CONSUMERS’ BUYING BEHAVIOUR TOWARDS SELECTED GREEN
PRODUCTS IN KUMBAKONAM.
1Dr.M.K.Durgamani , 2*K.Abirami ,3 Dr.M.Ganesan
1 Assistant Professor, Department of Commerce, SASTRA Deemed University, SRC, Kumbakonam,
Tamil Nadu,India
2 *Assistant Professor, Department of English, SASTRA Deemed University, SRC, Kumbakonam,
Tamil Nadu,India
3Assistant Professor, Department of Commerce, SASTRA Deemed University, SRC, Kumbakonam, Tamil
Nadu,India
Abstract
The paper focuses on the recent trends in
marketing eco friendly products. The researchers
have analyzed the reasons for consumers opting to
buy eco friendly green products. Raising awareness
on the safety of the earth and the responsibility in
every individual to handover a safe environment to
the future progenies has acted as a stimulus for this
study. The researchers made a deep study into the
various eco friendly green products that are used by
consumers and have identified the potential gaps for
the marketers to tap their sale. The paper suggests
possible suggestions to attract consumers and reasons
for the lack in sale. The paper focuses also on the
consumer’s buying value and their attitude towards
the recent products in the market.
Keywords: Green Products, Consumer Behavior,
Consumer Satisfaction
I INTRODUCTION
Indian literate and urban consumer is getting
more aware about the merits of Green products. But it is
still a new concept for the masses. The consumer needs
to be educated and made aware of the environmental
threats. The new green movements need to reach the
masses and that will take a lot of time and effort. By
India„s Ayurveda heritage, Indian consumers do
appreciate the importance of using natural and herbal
beauty products. Indian consumer is exposed to healthy
living lifestyles such as yoga and natural food
consumption. In those aspects the consumer is already
International Journal of Pure and Applied Mathematics
Volume 119 No. 18 2018, 3177-3193
ISSN: 1314-3395 (on-line version)
url: http://www.acadpubl.eu/hub/
Special Issue http://www.acadpubl.eu/hub/
3177

aware and will be inclined to accept the green products.
India is already one of the largest economies in the
world, and will continue its rapid urbanization and
economic development over the next few decades. This
is a cause for celebration, but one tempered by the
recognition of challenges this growth presents: rising
consumption and demand for energy, increasing
greenhouse emissions, and constraints on critical natural
resources such as land, water and oil. Like all other
countries, India needs to find a way to ensure energy and
environment sustainability without compromising its
economic and social development. Despite India„s strong
policy framework and some successes, environmental
degradation has not been arrested on a large scale.
While globalization process continues in the full
speed across the worlds, this process has also brought
some problems with it. Leading one of these problems is
environmental problems that affect all living beings
negatively. These aforementioned environmental
problems have started to come to the agenda more and
more on the recent years and people have started worries
about the future of the world and as result of this mostly
prefer environmental friendly products. In returns to
these attitudes of the consumers, companies have started
to from of their marketing strategies so as to appeal
increasing awareness of this environment-friendliness.
These marketing strategies, named as green marketing,
have caused companies to adopt green policies in their
pricing, promotion, product features and distribution
activities.
Taking into consideration that companies are
socio-economic entities, it can‟t be expected that they
remain unresponsive to the „Environmental Awareness‟
that may direct consumer behaviors. Particularly
marketing managers encounters with consumers sensible
to environmental issues. The old perception on how
businesses are establishments with no other objectives
but to profit leaves its place rapidly to a new perception
which defines companies as establishments that are
sensible to social problems. Apart from producing
environmental friendly products and selecting
environment – friendly markets, essentially
understanding of „Environmentally Friendly‟ is required
to be integrated into the corporate culture.
II IMPORTANCE OF THE STUDY:-
Green marketing has become an important
strategy in business since the international rise of
environmental awareness among countries. With greater
awareness rising among the public, especially with
reference to the global warming and climate change
phenomenon, people have become cautions with regards
to their purchases, specifically towards the nature of
purchased products. As environmental awareness is able
to serve a clear purpose for green consumerism,
consumer behaviors are able to show the applicative
potential of green consumerism. This would underline
the consumer buying behavior for green products.
III REVIEW OF LITERATURES
Furlow, N.E. (2009) in her article has presented the
status of the American market now flooded with “green
products” that are actually misleading in the name of
environment protection. In the wake of attracting a green
audience, companies often use claims that sound
environment friendly, but are actually vague, and at
times may be false. As a result, “Green washing” has
become commonplace in the marketplace. The concern
over green washing is not only that it misleads
consumers, but also that if unscrupulous marketers
continue to claim to be environmentally friendly, then
companies true to their environmental mission lose their
competitiveness. In addition, overuse and misuse of the
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“green” claims can saturate the market to the point that
the greenness of the product may become meaningless to
the consumer. In the end, inaccurate environmental
marketing will not only hurt consumers and firms, but it
will also harm our environment. Environmental claims
must, therefore, be honest, sincere and a reflection of the
organisation‟s mission.
Banyte, J., Brazioneine, L. & Gadeikiene, A. (2010) in
their article have presented the interpretation of the
conception of a green consumer based on the
investigations of both foreign and Lithunian scientific
works. When describing a green consumer, its profile is
generalized in the article. It encompasses both
demographic and psychographic behavioral
characteristics of a consumer. The article has introduced
the findings of empirical research into the demographic
and psychographic behavioral profiles of female
consumers of eco-friendly food products in Lithuania. In
order to choose effective solutions of green marketing, it
is necessary to investigate their various characteristics
(demographic and psychographic) as only knowing
green consumer attributes, their personality and lifestyle,
the motives to buy ecological product, usefulness and
attitude. The survey was conducted with 105 women, all
buying eco-friendly food products with the help of a
questionnaire. It was noticed that 40% of the respondents
are to be attributed to less devoted green consumers
according to their disposition to contribute to
environmental conservation. Though they were
concerned about the environmental issues, they were too
busy to change their lifestyle. Majority of respondents
said they always read the labels of eco-friendly food
products and study their marking in search of
information. Such consumers were found to be having an
expressed need to change. Half of the respondents
attributed themselves to the type of health fanatics in
terms of motives. More educated consumers perceive
environmental issues better and are more sensitive to
them. The respondents who are inclined to contribute to
environmental conservation and who are sensitive to
ecological problems tend to pay more for eco-friendly
products.
Ali, A., Khan, A.A., Ahmed, I. & Shahzad, W. (2011) in
their research article have examined the Pakistani
consumers‟ intention to buy environmentally friendly
products. The prime focus of this research paper was to
examine and investigate the hypothesized relationship
between predictor and criterion variable i.e. green
purchase attitude (GPA) and green purchase intention
(GPI). The second was to determine the relationship of
criterion variable and outcome variable i.e. green
purchase (GPI) intention and green purchase behavior
(GPB). The third objective was to ascertain the
moderating effect of perceived product price and quality
(PPP&Q). The tests revealed that there is not only a
positive correlation between GPA and GPI but also a
person‟s GPA had a significant impact on his GPI.
Similarly GPI is positively correlated with GPB. The
results have shown that consumers with intentions to buy
green products exhibit higher actual buying rates than
those who demonstrate no intention of buying. The
higher the offerings of green products with competitive
price and quality as compared to traditional products, the
stronger the relationship between purchase intention and
purchase behaviour.
Tiwari (2016) in her study entitled, "Green marketing in
India: An Overview", Increasing awareness on the
various environmental problems has led a shift in the
way consumers go about their life. There has been a
change in consumer attitudes towards a green lifestyle.
People are actively trying to reduce their impact on the
environment. However, this is not widespread and is still
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evolving. Organizations and business however have seen
this change in consumer attitudes and are trying to gain
an edge in the competitive market by exploiting the
potential in the green market industry. In the modern era
of globalization, it has become a challenge to keep the
consumers in fold and even keep our natural
environment safe and that is the biggest need of the time.
Green marketing is a phenomenon which has developed
particular importance in the modern market and has
emerged as an important concept in India as in other
parts of the developing and developed world, and is seen
as an important strategy of facilitating sustainable
development. In this research paper, main emphasis has
been made of concept, need and importance of green
marketing. Data has collected from multiple sources of
evidence, in addition to books, journals, websites and
news papers. It explores the main issues in adoption of
green marketing practices. The paper describes the
current Scenario of Indian market and explores the
challenges have with green marketing
Khan and Mohsin (2017) , in their paper entitled, "The
power of emotional value: Exploring the effects of
values on green product consumer choice behavior",
Using the theory of consumption values, this research
proposes to explore the consumer choice behavior for
green products in Pakistan. Functional value (price and
quality), social value, conditional value, epistemic value,
and emotional value and environmental value were used
to study the consumer choice behavior for green
products. It also gauges the extent to which emotional
value moderates the impact of other consumption values
on green product consumer choice behavior. Based on a
sample of 260 respondents, the results indicate that
functional value (price), social value and environmental
value have a positive impact on green product consumer
choice behavior, while conditional value and epistemic
value have a negative effect. Functional value (quality)
and emotional value do not influence green product
consumer choice behavior. As a moderator, emotional
value has a significant effect on the role of functional
value, social value, conditional value, epistemic value
and environmental value. This confirms and significantly
adds to the literature of green product consumer choice
behavior in a developing market.
IV STATEMENT OF THE PROBLEM:-
Green marketing generally aims to promote
environmentally friendly products and a safe
environment where people could say. Businesses in
almost every industry now-a-days are flaunting the
“green” features of their products and services in every
chance they get. This study has been undertaken to know
the factors which influence the buyer in making the
decision regarding purchase of green products in
kumbakonam.
V SCOPE OF THE STUDY:
The present study is an in-depth study confined to
green products. The green products defined paper made
products, jute products, solar products, CFL bulbs, paper
plates/leafs and coir products.
Thus the present study would focus on consumers
buying behavior towards selected green products in
kumbakonam,
VI OBJECTIVE OF THE STUDY:
To study the nature and states of green
products in kumbakonam.
To study the factors that influences
the consumers‟ buying decision towards green
products.
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To access the expectation of the
consumers‟ from the green products
producers/manufactures.
To measure the level of the consumers
satisfaction towards green products in study
area.
To offer various suitable suggestion to
increase the usage of green products.
VII RESEARCH HYPOTHESIS:-
There is no significant difference between decision
towards green products and the demographic factors.
There is no significant difference between level of
consumer‟s buying satisfaction in green products and the
demographic factors.
V111 METHODOLOGY OF DATACOLLECTION:-
Survey method has been followed for the study. Both
primary and secondary source of data were used.
XI SAMPLE SIZE:-
Sample of 120 buyers was collected from Kumbakonam
town and they were conveniently selected by the
researcher on the spot by adopting non-probability
sampling.
X TOOLS OF ANALYSIS:-
The researcher has applied the following statistical
tools to process the collected data: Percentage analysis,
ANOVA, Chi-square test, T-test, Correlation analysis.
XII AREAS OF THE STUDY:-
The present study covers buying who have using green
products in Kumbakonam town only.
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Table – I
Demographic profile
Source: Primary Data
The age of respondents are studied. Out of
the 110 respondents have been studied, it is observed
that majority of the buyers are the under the age group
30-45 years. 64(58.2 percent) respondents are the male
and 46(41.8 percent) respondents are female. It is
understood from the majority of the buyers of green
products are male. Majority of the respondents 40(36.4
percent) are having degree qualification and 30(27.3
percent) of the respondents are post graduate
qualification. It is understood that green products stores
are mostly popular among the educated people.
75.5 percent of the respondents are married and only
24.5 percent of the respondents are unmarried. Above
analysis leads to conclude that green products stores
are mostly preferred by married. 30 percent are
business peoples and 24(21.8 percent) of the
respondents are professionals. It is understand that
green products stores are mostly popular among the
educated people. The income of the respondents are
studied. Majority of the income level of the buyers‟ are
20000-30000 i.e., 23.6% (26 respondents)
Percent
No. of
Responden
ts
Age
less than 15 years
12
10.9
15-30
35
31.8
30-45
33
30.0
45-60
20
18.2
above 61
10
9.1
Total
110
100.0
Sex
Male
64
58.2
Female
46
41.8
Total
110
100.0
Educational
Status
Upto Hsc
15
13.6
Diploma
12
10.9
Degree
40
36.4
Post graduate
30
27.3
Professional
degree
13
11.8
Total
110
100.0
Marital
status
Married
83
75.5
Unmarried
27
24.5
Total
110
100.0
Occupation
al Status
Professional
24
21.8
Business
33
30.0
Agriculturalist
18
16.4
home maker
13
11.8
Student
22
20.0
Total
110
100.0
Monthly
Income
less than 10000
2
1.8
10000-20000
13
11.8
20000-30000
26
23.6
30000-40000
25
22.7
above 40000
10
9.1
no income
34
30.9
Total
110
100.0
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Table - II
Green Products Concept
Green
Products
Concept
No. of
Respondents
Percent
Television
advertisements
33
30.0
Online
advertisements
19
17.3
Print
advertisements
7
6.4
Friends
43
39.1
Others
8
7.3
Total
110
100.0
Source: Primary Data
The table 3.7 reveals that green products
concept, out of 110 respondents studied, maximum of
39.1 percent are aware through friends and 30 percent of
respondents are aware through television advertisements.
Table - III
Very well-known Products
Products
No. of
Respond
ents
Percent
Paper made
products
95
86.3
Jute products
40
36.3
Solar light
41
37.2
Cfl bulbs
73
66.3
Coir products
14
12.7
Electric
motors/bikes
44
40
Food products
77
70
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Source: Compiled from Respondents’ Schedule
(Note: Multiple Responses)
Majority of the respondents are viewed that
purchasing green products. (86.3percent) paper
made products, (70 percent) are the food products, solar
light, electric motor bikes, cfl bulbs, jute products, coir
products. These green products are customers
frequently purchased.
Table - IV
How Long Been Using
Source: Primary Data
Majority of 65.5 percent of the respondents are using green
products less than 3 years. Very few (1.8 percent) of the
respondents only are using them for more than 9 years.
FACTORS WHICH INFLUENCE TO PURCHASE
GREEN PRODUCTS:
To know the level of satisfaction with factors which
influence to purchase green products in various
parameters non-parametric Friedman‟s test has been
employed.
Table – V
LEVEL OF SATISFACTION WITH FACTORS
WHICH INFLUENCE TO PURCHASE GREEN
PRODUCTS:
Source: Primary Data
Variabl
es
Mean
S.D
Mean
Rank
Chi-
Squ
are
d
f
Sig
Protect
health
4.5364
.55318
7.6
362.
342
9
.000
Environ
mental
changes
4.3818
.59016
6.9
Hygieni
c life
4.3182
.66266
6.9
Protect
from
side
effects
4.4455
.68518
7.2
Necessa
rily
needs
3.5545
.88397
4.4
Easy
availabi
lity
3.3909
.77927
3.8
Quality
of the
product
4.0727
.70005
6.1
Adverti
sements
3.0091
1.0708
4
3.1
Shop
keepers
service
3.3818
.86716
4.0
Suitabil
ity
3.6364
.80966
4.6
How Long
Been Using
No. of
Respondents
Percent
less than 3 years
72
65.5
3-6 years
31
28.2
6-9 years
5
4.5
more than 9
years
2
1.8
Total
110
100.0
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The result of Friedman‟s chi-square test showed that there is a
significant difference in the level of satisfaction of green
products with factors which influence
purchase.(=362.342,P<0.05). The Mean Rank revealed the fact
that the green products are more satisfied with the protect health
(Mean Rank=7.61), reversely the green products are highly
dissatisfied with the advertisements (Mean Rank=3.15)
LEVEL OF SATISFACTION WITH CONSUMERS’
EXPECTATIONS TOWARDS PURCHASE THE
GREEN PRODUCTS
To know the level of satisfaction with consumers‟
expectation about green products in various parameters
non-parametric Friedman‟s test has been employed.
TABLE – V1
EXPECTATION
Source: Primary Data
The result of Friedman‟s chi-square test explored
that there is a significant difference found among the
various expectation of level of satisfaction of green
products. (=132.561, P<0.05). The Mean Rank revealed
the fact that the expectation of green products are more
satisfied with the increase advertisements (Mean
Rank=3.80), reversely the expectation of green products
are highly dissatisfied with the tax concession to green
products (Mean Rank=3.15)
Variables
Mean
S.D
Mea
n
Ran
k
Chi
-
Squ
are
Df
Sig
Reduce
price
4.3636
.762
99
3.2
132
.56
1
4
.000
Tax
concession
3.6091
.878
86
2.0
Increase
advertiseme
nts
4.6273
.727
68
3.8
Create
awareness
4.4818
.726
08
3.5
Give
sample
pack
3.8182
.879
76
2.4
Age
Clusters
High
Medium
Low
Protect health
4.61
4.62
4.45
Environmental
changes
4.22
4.75
4.47
Hygienic life
4.47
4.88
4.09
Protect from side
effects
4.45
4.88
4.38
Necessarily needs
4.02
4.62
2.96
Easy availability
3.69
2.75
3.21
Quality of the
product
4.53
4.12
3.64
Advertisements
3.80
2.00
2.43
Shop keepers
service
3.76
1.75
3.28
Suitability
3.98
3.00
3.42
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CLUSTERS TABLES
Classification based on level of satisfaction with
factors which influence to purchase green products.
In this section the classification of different type of
clusters based on level of satisfaction with factors which
influence to purchase green products. K-means cluster
analysis is used to identify heterogeneous groups of
consumers‟ level of satisfaction. This analysis is helpful
in identifying different groups of consumers‟ level of
satisfaction with homogeneous qualities.
TABLE- VII
Final Cluster Centers
Source: Primary Data
TABLE- VIII
Number of Cases in each Cluster
Clusters
Number of
Respondents
Percent
High
49
45
Medium
8
7
Low
53
48
Total
110
100
Source: Primary Data
The final cluster Centre table revealed that there
exist three heterogeneous groups of level of satisfaction
with factors which influence to purchase green products.
The first cluster of level of satisfaction of 45 percent
were in the high level of satisfaction to purchase green
products, 7 percent of respondents level of satisfaction
are in the moderate level, and 48 percent of them in the
low level of satisfaction to purchase green products.
It is concluded that the first cluster is called a
high cluster with high level of satisfaction with factors
which influence to purchase green products. The second
cluster is called moderate cluster with the moderate level
of satisfaction with factors which influence to purchase
green products. The third cluster is called poor cluster in
which green products have low level of satisfaction with
factors which influence to purchase green products.
Relationship among clusters of level of satisfaction
with factors that influence to purchase green
products.
The Cross-Tab analysis is performed between
the clusters of level of satisfaction with factors which
influence to purchase green products to find out varied
opinion on consumers‟ satisfaction to purchase green
products. Further, Chi-square test is applied to test the
proximity of the same.
TABLE- XI
Ho: There is no significant association between age of
the respondents and
Level of satisfaction with factors which influence
to purchase green
products.
Age of the Respondents and Level of Satisfaction
With Factors which influence To Purchase Green
Products.
International Journal of Pure and Applied Mathematics Special Issue
3186

Source: Primary Data
From the above table it is found that the level of
satisfaction with the maximum frequencies of 17(15.5
percent) up to 30 years age group of respondents are in
the high level of satisfaction towards green products.
The chi-square test indicated that the Pearson chi-
square value is equal to 3.888. All the probabilistic
values are not significant at 5 percent level. Hence, the
null hypothesis is accepted. Therefore, it is concluded
that there is no significant association between age of the
respondents and Level of satisfaction with factors which
influence to purchase green Products
TABLE - X
Ho: There is no significant association between
Gender of the respondents and Level of satisfaction
with factors which influence to purchase green
Products.
Gender of respondents and level of satisfaction with
factors Which influence to Purchase Green Products.
Source: Primary Data
From the above table it is found that the level of
satisfaction with the maximum frequencies of 30(27
percent) male respondents is in the high level of
satisfaction towards green products.
The chi-square test indicated that the Pearson
chi-square value is equal to 4.123 and likelihood ratio of
4.213 along with linear relationship of 0.139. All the
probabilistic values are not significant at 5 percent level.
Hence, the null hypothesis is accepted. Therefore, it is
concluded that there is no significant association
between age of the respondents and Level of satisfaction
with factors which influence to purchase green Products.
Age
Factors score
Total
High
Medium
Low
less
than 15
years
7
(6.4%)
3
(2.7%)
2
(1.8%)
12
(10.9%)
15-30
14
(12.7%)
11
(10%)
10
(9.1%)
35
(31.8%)
30-45
17
(15.5%)
8
(7.2%)
8
(7.2%)
33
(30%)
45-60
11
(10%)
7
(6.4%)
2
(1.8%)
20
(18.2%)
above
61 years
5
(4.5%)
3
(2.7%)
2
(1.8%)
10
(9.1%)
Total
54
(49.1%)
32
(29.1%)
24
(21.8%
)
110
(100%)
Chi-Square value
3.888
Df
8
Sig
.867
Sex
Clusters
Total
High
Medium
Low
Male
30
(27%)
23
(21%)
11
(10%)
64
(58%)
Female
24
(22%)
9
(8%)
13
(12%)
46
(42%)
Total
54
(49%)
32
(29%)
24
(22%)
110
(100%)
Chi-Square
4.123
Df
2
Sig .127
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TABLE - XI
Ho: There is no significant association between
Educational Qualification of
Respondents and Level of satisfaction with
factors which influence to
Purchase green Products.
Educational Qualification of Respondents and Level
of Satisfaction with Factors Which Influence To
Purchase Green Products
Source: Primary Data
From the above table it is found that the level of
satisfaction with the maximum frequencies of 22 (20
percent) Degree qualification of respondents are in the
high level of satisfaction towards green products.
The chi-square test indicated that the Pearson chi-
square value is equal to 0.689.The probabilistic values
are not significant at 5 percent level. Hence, the null
hypothesis is accepted. Therefore, it is concluded that
there is no significant association between educational
qualification of the respondents and Level of satisfaction
with factors which influence to purchase green Products.
TABLE - XII
Occupational status of Respondents and Level of
Satisfaction with Factors Which Influence to
Purchase Green Products
Ho: There is no significant association between
Occupational status of Respondents and Level of
satisfaction with factors which influence to Purchase
green Products.
Source: Primary Data
From the above table it is found that the
levels of satisfaction with the maximum frequencies of
18 (16.3percent) Business peoples are in the high level
of satisfaction towards green products.
The chi-square test indicated that the Pearson chi-
square value is equal to 4.666.The probabilistic values
are not significant at 5 percent level. Hence, the null
hypothesis is accepted. Therefore, it is concluded that
there is no significant association between occupational
Occupat
ional
Status
Clusters
Total
High
Medium
Low
Professio
nal
13
7
4
24
Business
18
10
5
33
Agricultu
ralist
8
6
4
18
Home
maker
7
2
4
13
Student
8
7
7
22
Total
54
32
24
110
Chi-Square value
4.666
Df
8
Sig
.793
Educational
status
Clusters
Total
High
Mediu
m
Low
Upto HSC
6
4
5
15
Diploma/ITI
7
4
1
12
Degree
22
9
9
40
Post graduate
15
9
6
30
Professional
degree
4
6
3
13
Total
54
32
24
110
Chi-Square value
5.626
Df
8
Sig
.689
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status of respondents and Level of satisfaction with
factors which influence to purchase green Products.
TABLE XIII
Ho: There is no significant association between of
Monthly Income Respondents and Level of
satisfaction with factors which influence to Purchase
green Products.
Monthly Income of Respondents and Level of
Satisfaction with Factors Which Influence to
Purchase Green Products
Source: Primary Data
From the above table it is found that the levels of
satisfaction with the maximum frequencies of 14 (12.7
percent) 30000-40000 and no income of respondents are
in the high level of satisfaction towards green products.
The chi-square test indicated that the Pearson chi-square
value is equal to 6.817.The probabilistic values are not
significant at 5 percent level. Hence, the null hypothesis
is accepted. Therefore, it is concluded that there is no
significant association between occupational status of
respondents and Level of satisfaction with factors which
influence to purchase green Products.
RELATIONSHIP BETWEEN LEVEL OF
EXPECTATION AND SATISFACTION WITH
GREEN PRODUCTS
Level of satisfaction and expectation gap affects
every respondents.
Ho: There is no significant relation between the levels of
satisfaction with green Products and level of expectation.
TABLE- XIV
Relationship between Level of Expectation and
Satisfaction with Green Products
Source: Primary Data
Correlation result showed that the satisfaction and
expectation is very low (-0.012) and the negative, which
says that the degree of relationship between expectation
and satisfaction of green products low event though
under negative correlation. Negative correlation means
Products
Satisfaction with Green
Level of
Expectation
-0.012
`
Q1
Total
High
Mediu
m
Low
less
than
10000
1
1
0
2
10000-
20000
8
3
2
13
20000-
30000
13
7
6
26
30000-
40000
14
7
4
25
above
40000
4
5
1
10
no
income
14
9
11
34
Total
54
32
24
110
Chi-Square
value
6.817
Df
10
Sig
.743
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these who have satisfaction high on green products
having low level of expectation and vice versa.
XIII Findings of the study:
The analysis inferred that majority of the
respondents were male. Maximum numbers of
respondents falls under the age of group of above 30-45
years.. The maximum numbers of respondents have
studied up to degree qualification. Most of the
respondents (75.5 percent) were married. The majority
of the respondents (30 percent) were business peoples.
The majority of the respondents‟ income level is 20,000-
30,000. The maximum of (39.1 percent) the respondents
become aware of green products through friends. The
most of the respondents (67.3 percent) are using green
products in their daily life. Around (49 percent) of the
respondents are satisfied with green products. Majority
of the respondents have opinion that purchasing green
products (86.3percent) paper made products. The
Majority of (65.5 percent) the respondents are using
green products for less than 3 years. The study inferred
that the respondents are given more significant to protect
health that means 56.4% of the respondents are strongly
agree for purchase green products. Around (20.7
percent) of respondents are disagree and strongly
disagree that advertisement do not influence for purchase
of green products. The study inferred that 73.6 percent of
the respondents mostly expect increase in
advertisements. More than 47 percent of the respondents
are expecting to reduce the price of green products.
There is a significant difference in the level of
satisfaction of green products with factors which
influence to purchase. There is a significant difference
found among the various expectations of level of
satisfaction of green products. The final cluster Centre
table revealed that there exist three heterogeneous
groups of level of satisfaction with factors which
influence to purchase the green products. The first
cluster of level of satisfaction of 45 percent were in the
high to purchase green products, 7 percent of
respondents‟ level of satisfaction are in the moderate
level, and 48 percent of them in the low level of
satisfaction to purchase green products. The maximum
frequencies of 17(15.5 percent) up to 30 years age group
of respondents are in the high level of satisfaction
towards green products. There is no relationship between
age of the respondents and level of satisfaction with
factors which influence to purchase green Products. The
maximum frequencies of 30 (27 percent) male
respondents are in the high level of satisfaction towards
green products. There is no relationship between gender
of the respondents and level of satisfaction with factors
which influence to purchase green Products. The
maximum frequencies of 22 (20 percent) respondents
with degree qualification are in the high level of
satisfaction towards green products. There is no
relationship between educational qualification of
respondents and level of satisfaction with factors which
influence to purchase green Products. The maximum
frequencies of 18 (16.3percent) business peoples are in
the high level of satisfaction towards green products.
There is no relationship between occupational status of
the respondents and level of satisfaction with factors
which influence to purchase green Products. The
maximum frequencies of 14 (12.7 percent) respondents
with income 30,000-40,000 and no income are in the
high level of satisfaction towards green products. There
is no relationship between monthly income of the
respondents and level of satisfaction with factors which
influence to purchase green Products. It was found that
the relationship between level of satisfaction and
expectation gap with green products are negatively
correlated and its value is -0.012.
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XIV SUGGESTIONS
Effort may be taken to increase the
number of users of green products
since it has good market potential
level.
It is suggested to increase the
satisfaction of the green products
among respondents through NGOs‟
and Government agencies.
It is suggested to take appropriate
measure to make the respondents use
the green products continuously.
Since the respondents are health
conscious, the potential market for
green products can be tapped.
It is suggested to select the appropriate
media for advertising for purchase of
green products since it plays important
role in decision making.
It is suggested that the promoters may
reduce the price of green products by
creating strong customer base.
Suitable measures meet to be taken for
the difference in level of satisfaction of
green products.
The promoters have to fulfill the
expectation of the respondents for
purchase of green products and
increase the level of satisfaction.
The green products may be
popularized among all the sets of the
people irrespective of age, in particular
suitable measure can be taken to attract
the middle age and senior citizen.
Level of satisfaction for various
factors of influence to purchase green
products can be increased among the
genders.
Awareness and popularity for
purchase of green products have to be
increased. So that people belonging to
different occupation status can
increase the level of satisfaction.
XV Reference
1. Furlow, N.E. (2009), “Greenwashing in the
New Millenium”, Journal of Applied Business
and Economics, Vol. 10, No. 6, 22-25.
2. Banyte, J., Brazioniene, L. & Gadeikiene, A.
(2010), “Investigation of Green Consumer
Profile: A Case of Lithuanian Market of Eco-
friendly Food Products”, Economics and
Management, Vol. 15, 374 -383.
3. Ali, A., Khan, A.A., Ahmed, I. & Shahzad, W.
(2011), “Determinants of Pakistani Consumers‟
Green Purchase Behaviour : Some Insights
from a Developing Country”, International
Journal of Business and Social Science, Vol. 2,
No. 3, 217 - 226.
4. [1] Jaya Tiwari,(2016), "Green marketing in
India: An Overview", IOSR Journal of Business
and Management (IOSR-JBM), e-ISSN: 2278-
487X, p-ISSN: 2319-7668, Pages 33-40.
5. Shamila Nabi Khan, Muhammad Mohsin
(2017), "The Power of Emotional Value:
Exploring the Effects of Values on Green
Product Consumer Choice Behavior", Journal
of Cleaner Production, Volume 150, Pages 65–
74.
6. Dr G. Agila , Dhamayanthi Arumugam,” A
Study On Effectiveness Of Promotional
Strategies At Prozone Mall With Reference To
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Visual Merchandising”, International Journal of
Innovations in Scientific and Engineering
Research, Vol. 5, Issue .6 , 2018, pp.47-56.
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