INTERNATIONAL JOURNAL FOR INNOVATIVE RESEARCH IN MULTIDISCIPLINARY FIELD

ISSN(O): 2455-0620 [ Impact Factor: 7.581 ]

Monthly, Peer-Reviewed, Refereed, Indexed Journal with IC Value : 86.87
Volume - 9, Issue - 2, February - 2023 Publication Date: 28/02/2023

DOIs:10.2015/IJIRMF/202302031 --:-- Research Paper / Article / Review

A STUDY ON CONSUMER SATISFACTION ON BOAT PRODUCTS

CONSUMER ELECTRONIC SERVICES
1
Sai Pooja, 2Lutfiyah, 3 Nithitha R, 4 Suresh M, 5 Judis Raj S M, 6 Sharath Balaji
1
Student, MBA, DG Vaishnav College, Chennai, India
2
Student, MBA, DG Vaishnav College, Chennai, India
3
Student, MBA, DG Vaishnav College, Chennai, India
4
Student, MBA, DG Vaishnav College, Chennai, India
5
Student, MBA, DG Vaishnav College, Chennai, India
6
Student, MBA, DG Vaishnav College, Chennai, India

Email -1 21e4132@dgvaishnavcollege.edu.in, 2 21e4136@dgvaishnavcollege.edu.in,

3
21e4126@dgvaishnavcollege.edu.in, 4 21e4137@dgvaishnavcollege.edu.in, 5 21e4125@dgvaishnavcollege.edu.in,
6
21e4133@dgvaishnavcollege.edu.in

Abstract: This study talks about the BOAT brand, which offers audio equipment with a focus on customer
preferences, needs, wants, and what features and functions give consumers the most satisfaction. Factors that
influence their decision to purchase such products were also considered and promotional strategies targeting these
factors were discussed. The study aims to determine how the company's efforts should be directed and how it
should formulate its future strategies according to consumer preferences. The study also shows the impact of how
corporate branding and marketing strategies influence consumer purchasing decisions towards the brand, as
witnessed by BoAt's lifestyle brand. BoAt could tap into this already clustered market through its promotional and
marketing strategies.

Key Words: boat products, consumer satisfaction, electronics, electronic services, Boat lifestyle.

1. INTRODUCTION:
Consumer electronics refers to electronic products used in daily consumer life. Consumer electronic products
are manufactured all over the world, especially concentrated in China or other regions with relatively low-cost
production.
Boat Lifestyle, a Delhi-based firm that offers earphones, headphones, and smart watches, has risen to number
five in the worldwide wearables market, making it the first Indian company to do so. The success of Boat can be
attributed to their powerful marketing strategy and collaborations with local cricket teams, according to IDC. As a brand
ambassador, the company signed various Indian cricketers, including KL Rahul and Shikhar Dhawan. According to
IDC, Boat dominated the overall earwear category in India with 32.4 percent market share, followed by TWS (truly
Wireless Stereo) with 26.1 percent. Since the covid-19outbreak, demand for wearables, particularly TWS, has increased
significantly as more individuals purchase them for remote working, learning, and entertainment. With an
incredible165.1 percent YoY increase, India was one of the fastest growing wearable markets, with 11.8-million-unit
shipments.
Customer satisfaction is defined as a measurement that determines how happy customers are with a company’s
products, services, and capabilities. Customer satisfaction information, including surveys and ratings, can help a
company determine how to best improve or changes its products and service.

2. LITERATURE REVIEW:

Dr. M. Ganesan , Dr. S. CHANDRAMOHAN November 6, 2019 Customer satisfaction isan underlying segment of
the Marketing capacity and it very well may be basically characterized the quantity of customers, or level of aggregate
customers, whose detailed involvement with a firm, its items, or its administrations surpasses determined fulfillment

Available online on – WWW.IJIRMF.COM Page 181

INTERNATIONAL JOURNAL FOR INNOVATIVE RESEARCH IN MULTIDISCIPLINARY FIELD
ISSN(O): 2455-0620 [ Impact Factor: 7.581 ]
Monthly, Peer-Reviewed, Refereed, Indexed Journal with IC Value : 86.87
Volume - 9, Issue - 2, February - 2023 Publication Date: 28/02/2023

objectives. The aim of the present study is to gain knowledge about the different factors which contributes to the
satisfaction of the customers. Studies on customer satisfaction and loyalty have focused on brand rather than product. It
is not that brand is not important, but the processof loving a brand starts with a product. Customers appreciate products
by themselves, independent of the brand, as shown in their pursuit of satisfaction and development of loyalty.

Hanif, Hafez & Riaz, 2010 Customer satisfaction is an evaluation of difference between priorexpectations about product
and its actual performance. Customer satisfaction is how customers react towards the state of satisfaction, and how
customers judge the satisfaction level. Customersatisfaction is the reaction of customer toward state of the fulfillment and
judgment of customerabout that fulfilled state

Bowen&chen,2001 There is always a positive relationship between customer satisfaction andprofit maximization of an
organization. No one is important than customers and their satisfaction is the ultimate objective through improvement
in services in terms of competitiveness and it saves future revenue plus it becomes the cause of cost reduction in future.

Madern, Maull, Smart&Baker,2005 Customer satisfaction is the perceived feeling of a customer for which he or she
has set standards if his expectations match with the standard he is satisfied. There are number of imperial studies on
specific relationship of employee’s satisfaction. Often the quality of the relationship is called satisfaction mirror which
gives an idea that success of business is from satisfaction of employee which is reflected in term of the customer
satisfaction. Service quality is derived from employee satisfaction for example if employees are satisfied it has direct
effect on both customer satisfaction and service quality.

P Arora, S Narula ,2018 Customer satisfaction (CS) has attracted serious research attention in the recent past year.
Customer satisfaction is now for all companies the primary criterion forthe assessment of their relationship with the
market, a permanent object of their operating policies and an important element for the reinforcement of company
reputation, as well as a fundamental guide to direct operational processes. So this paper is done in order to have a
deeper understanding on the customers. satisfaction but especially help the students, the managers and also all person
which can use it. We will be going to see some definitions of thecustomer satisfaction, factors affecting customer
satisfaction, and also measuring the customersatisfaction.

3. ABOUT THE TOPIC:

Boat Lifestyle began life as a consumer electronics startup in 2016 with the sole aim of bringing affordable,
durable, and more importantly, ‘fashionable’ audio products and accessories to millennials. With an in-depth
understanding of the Indian market and the consumer, we know that the consumer electronics space in India lacks
products design while keeping Indian use cases in mind. Given factors such as dust and heat, tropical weather, etc. there
is a huge gap in the market for products designed to be more durable and resistant to these factors while also appealing
to the Indian consumer’s aesthetic sensibilities.

● To study the customer satisfaction and value and the performance of the business.
● The study will help in finding out where the industry lacks behind and how can it improve and it also help to
understand the satisfaction of customers at various levels.
The sample size of the study is 120 from the total population of 200.

4. RESEARCH OBJECTIVE:
 To study the satisfaction level of the customers of Boat users.
 To find out the major factors that influences the customers while buying the product.
 To know the consumer opinion for a particular product.
 To have the market demand for the product.
 To identify the relationship existing between services offered and level of satisfaction.

5. RESEARCH METHODOLOGY:
The study is mainly done to understand the consumer satisfaction towards the BoAt products – consumer
electronic services, to know the consumer opinion for the product, and to know the major factors which are influencing
the customers to buy the product. Frequency analysis, correlation and chi square test is used in the study for data analysis.
A sample of 120 respondents has been collected based on the convenience sampling from the people of Chennai city.

Available online on – WWW.IJIRMF.COM Page 182

INTERNATIONAL JOURNAL FOR INNOVATIVE RESEARCH IN MULTIDISCIPLINARY FIELD
ISSN(O): 2455-0620 [ Impact Factor: 7.581 ]
Monthly, Peer-Reviewed, Refereed, Indexed Journal with IC Value : 86.87
Volume - 9, Issue - 2, February - 2023 Publication Date: 28/02/2023

6. DATA ANALYSIS AND INTERPRETATION:

CORRELATION ANALYSIS

H0: There is no significant relationship between number of products andsatisfied with boat products.
H1: There is significant relationship between number of products andsatisfied with boat products.

Number of Boat products

used Are you satisfied with
in the family boat products
Number of Boat Pearson
products used in thefamily 1 .183*
Correlation

Sig. (2-tailed) .036

N 131 131
Are you satisfied with Pearson
.183* 1
boat products Correlation

Sig. (2-tailed) .036

N 131 131

*. Correlation is significant at the 0.05 level (2-tailed).

Interpretation:
From the above table, it can be inferred that Pearson Correlation value is 0.183 and Significant value is 0.036 which
is lower than 0.05, hence in SPSS if the significant value is lower than 0.05, Null hypothesis is rejected and
Alternate Hypothesis is accepted.
Interference
Therefore, there is significant relationship between number of products and satisfied with boat products.

CHI – SQUARE TEST TO DETERMINE CUSTOMER SATISFICATION ON BOAT PRODUCTS

INTERPRETATION:
From the table it is visible that Pearson’s chi-square value is 4.415a and its asymptotic significant value is 0.220, (alpha
level is normally 0.05). In this case the p value is smaller than the standard alpha value so reject null hypothesis and
Alternate Hypothesis is accepted. Hence there is relationship between number of products and satisfied with boat
products
Asymptotic
Significance (2-
sided)
Value df
Pearson Chi-Square 4.415a 3 .220
Likelihood Ratio 4.308 3 .230
Linear-by-Linear Association 4.373 1 .037
N of Valid Cases 131
a. 4 cells (50.0%) have expected count less than 5. The minimum expected countis .80.
Table 2 Chi-Square tests

Interpretation:
From the table it is visible that Pearson’s chi-square value is 4.415a and its asymptotic significant value is 0.220,
(alpha level is normally 0.05). In this case the p value is smaller than the standard alpha value so reject null
hypothesis and Alternate Hypothesis is accepted.
Available online on – WWW.IJIRMF.COM Page 183
INTERNATIONAL JOURNAL FOR INNOVATIVE RESEARCH IN MULTIDISCIPLINARY FIELD
ISSN(O): 2455-0620 [ Impact Factor: 7.581 ]
Monthly, Peer-Reviewed, Refereed, Indexed Journal with IC Value : 86.87
Volume - 9, Issue - 2, February - 2023 Publication Date: 28/02/2023

Interference:
Hence there is relationship between number of products and satisfied with boat products.

7. FINDINGS:
 Maximum user of our boat products fall under age group of 15-25 followed by the age group 25-35
 74% of the people belong to Nuclear family and 26% of people belong to joint family
 More than 60% of the boat users are female
 Most of the boat users are students followed by employees and they earn an average income of below
Rs.20,000
 Maximum users use earphones in boat products

 They feel that the boat products price is reasonable

 Majority of the people are influenced by advertisement and social media
 Finally, we found that 94% of the boat users are satisfied with the products using this survey
 Study analyses that the users are satisfied with the products but they also suggested some changes in the
survey, which includes that sound can be made better with flat responds followed by audio quality with Dolby
Atmos and on call is not really meeting their expectations.
8. RECOMMENDATIONS:
Using the questionnaire response circulated, the recommendations are:

 The sound can be made better with the flat response followed by audio quality with Dolby atmos and on call
is not really meeting the expectation.
 The majority of the users fall under the student category, so the segment and the product should be
manufacture, in such a way meeting the same requirements as of teenagers.
 The company can target age group above 25 more.
 The company can try to increase sales on smart watches and speakers.

9. CONCLUSION:
The brand offers us a range of products from an extensive catalog of various electronic products used by
consumer in day-to-day basis. There have been excellent brands in the market that offered a great range of products but
the problem with them was, they were either expensive or they were awful to the eyes. This is where the BoAt lifestyle
brought-in the revolution. From this study, we analyze that the users are satisfied with the products but they also
suggested some changes in the survey, which includes that sound can be made better with flat responds followed by
audio quality with Dolby Atmos and on call is not really meeting their expectations. On the bright side they are really
affordable, fashionable and good quality consumer electronics.

WEB REFERENCES:
1. https://researchcommons.library.ubc.ca/introduction-to-spss-for-statistical-analysis/
https://www.fao.org/3/w7295e/w7295e08.htm https://www.arcjournals.org/pdfs/ijsimr/v3-
i12/10.pdf
2. https://www.boat-lifestyle.com/?gclid=Cj0KCQjw-
daUBhCIARIsALbkjSYkhfhmFrWFqsJTC6frCGrfiuvurvZ28019Hp8NAgO7jlR678jzxY4aA
v5uEALw_wcB
3. https://shopee.in/list/boat%20headphones
4. https://asq.org/quality-resources/customer-satisfaction

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