—i :83 (nap—s O . , ..., "-29 - .- ..~9>.'1..-5a.~fl-_~.gflmfifififi k“ . T ‘3 ‘ 73‘ 53": W? '5’ 1 u ; .. ' M. '7' f . 3‘4 . , . vi .5" 4‘ In. ‘x ‘ l .. 1m" x a “3 . hf’at‘ ”av-raw ABSTRACT ANALYSIS OF THE DECISION PROCESS INVOLVED IN THE PURCHASE OF A LARGE HOUSEHOLD APPLIANCE by Janice Heckroth Economic decisions are made every day by homemakers. Some of these decisions involve small amounts of money; others involve a considerable amount of money. Decisions involving larger amounts of money are not as easily changed as those involving smaller amounts of money, so satisfaction with a decision is important. This survey, conducted with homemakers who had recently purchased a major appliance, attempted to determine how a homemaker made her decision and if the decision was satis- factory. Also this study investigated reasons for dissatis- faction with the decision. The sample consisted of 400 women who had purchased an automatic washer in the past six months. Data was collected through a mailed questionnaire. Homemakers were asked questions relating to primarily two areas of a decision model that included seeking alternative solutions and accepting responsibility for the decision. The hypotheses that homemakers who are satisfied with the purchase of a major appliance have sought more preshopping information than homemakers who are not satisfied and that external factors such as service and the dealer influence the dissatisfaction of the homemaker with her decision were supported by the findings. CRITIQUE OF RESEARCH Gross and Crandall in their book ”Management for fioéern Families" discuss a five step éeoiaion model. This model was the Lasis for tiis study. not all of the five steps were covered egually in the atuiy. Concootra- tion was on soaking alternatives and accepting r sponcibility for the decision. Because Only two areas wore coJcrod with any depth this study dooo not analyze the entire decision- naking process. To make this study more of a true management study other questions coul have boon asked. Such as why did the homemaker decide to purchase an automatic washer rather than use a wringor washer, or ooin~operutod laundry, why did she feel tnis washer suited her needs, thy did she select tho dealer she did? Tho reasons behind what one did were not asked. We know therefore, very little from this study as to why she bought what she did. We do know, however, how one purchased her washer. do know want sources wore of most halp to her. how many dealers and brands she considorod, and if she needed service with her new washer. Satisfaction with the product was also found by the study. This study has other limitations. Tho respondents were not controlled according to age group, income level and location of residence Bush as city or rural. About 50 percent of the warranty cards are returned on new washer purchases. The questionnaire was sent to each of those who returned a warranty card so only 2} percent of the total purchasers of the washer were reached. This 2i percent any be more conscious choppers as they took the time to mood in the warranty cards and aloo return the questionnaire. Another problem was the nuobor of warranty cards returned by the Southern Union Gas Company. The company returns the cardo for tho purchasers and about 23 percent or the respondents were from.Row flexioo and Texas and purchased the washer from the utility company. Qho questionnaire was not protested. If it had been preteotcd, coco of the sources could possibly have boon eliminated. There were five sources not used by at least 90 percent or the respondents. About six yorocnt were dissatisfied with the decision. The figure may have boon higher if each person had been contacted personally. One respondent wrote on a question- naire she was satisfied with the washer but could something be done about the lint screen. No questions were asked the reapondonto about what changes they would like to see on the wasocr. This might have given a better rosponoo for satisfaction. If they lixod evorytcing about tho washer than they were satisfied. if tuoro was aomothing tiny disliked about the washer, such as controls, lint screen, color thou they could be couoioorcd dissatisfied. mamas 01? THE DECISION PROCESS INVOLVED m rm: PURCHASE 03‘ A LARGE. HOUSEHOLD APPLIANCE By Janice Heckroth A PROBLEM Submittad to Michigan State University in partial fulfillment of the requirements for the dcgreo of “ASTER OF ARTS Department of Home Hanagement and Child DeveIOpment 1963 lllllrlll‘illf‘fll [Ill 6/[33y/ I; CESE'U‘JL :33 GM? ‘1323 The writer wiahas to express her appreciation to Dr. Carol Shatter for the encourgemant and guidance which made the research possible. Gratitude is also expressed to Dr. Frances H. flagrabi for her assistance anfi to H183 Esther Everett for her help and support. Appreciation is also expressed to Koran Division of Borg-warnor for cooperating with the writer in this 3 tufiy 0 ii QRBLE 0F COETEHTS CHAPTER PAGE I. IETRODUCTIOHS oeoooeeoeooeeeooooooooooeooeeoeeoooe Objectives on.ooeeoeeeeeeococonuts-000.00.000-o. Operational Definitions eeeooeooooooooeooeeooeee EypOthOBOE coco-c.0000...oooeeoeeoocooeeeo-oeeee Assumption 00.00.00.0-oeeoeecoooeeee-enone-.000. II. mm or LITERATURE I0.0DOOOOOOOOOOOOOCO0.0.0.... 6 III. MTEODCLOGY OOOOOOOOOOOOOOOOIC...OlOOCOOIOOOOOOOCQJ-o Sample 0.0.0000.00000000000000000000000.000.000.10 Development of an Instrument ...................10 OOIIOCtiOn Of DIta ecoooeeeoeeeoeeooeeococoa0.0011 Description Of the Sample 0.00.00.00.000000000-011 Analysis of Data ...............................12 COding on...coo-cocoa...00.00.06eeeo-ooo00000012 Machine Tabulations .....o....................12 Computations Done o.oeeeoeeeoooeeooooooeooc.0012 IV. FIEDINGS AND AEALYSIS nooooeeeeeeooeeeeoeeeOO.000913 Defining the PTOblem .eooeecoeoooooeooeeeoe-c.0015 Seeking Alternative Solutions .....o.........o..15 Thinking through.Alternatives eeeoeooeoeoeeooooe25 Selecting an.Alternative 0.0.0.0..00.0.00900000027 Accepting Responsibility for the Decision ......28 Va SUHHARI'AfiD IHPLIGATIONS O.GOOOIOOCOOOQOIOOOOOOOOO}7 Summary 0.0.0....one-eeeeooeeeoeeeeooeeeoooeeooo§7 Implications for Teaching and Extension ........Ql Implications for Home Economists in Business ...42 Need for Further Study 0.0000000000090000...c.0044 BIBLIOGRAPHY 00.00.00.000egoeooeeeoeeooeoooeoeooeeooeeeeoeafi ##wmw APPENDIX.AI Questionnaire ooooeeoeoeoeeooooeeeeococo-000.46 LIFERDIX B8 BtltCE Ind Rflflponfl. Rat. OCOOOOIOIOOOOOOQOOOI49 APPENDIX 03 VEShOr Satisfaction by ..............o......o52 A86 0f Wit! on...onoeoooooeoeoeoo-eoeoeeeo.52 Family Income coco-eeeeeeoeceeoeooeoee0000053 Employment ....u........................ooo34 Education Level ............o......o..-....53 Humber of People Washes Clothes For .......56 Number 0: Wash Loads oooeeeeeeoooeooecoeeee5? iii TABLE 1. 2. 5. 7. S. 9. 10. ll. 12. LIST OF TEBLES Washer Satisfaction by Length of Time Thinking about Purchase Washer Satisfaction by Amount of Information Washer Satieraction by Combined Source or Internation washer Satisfaction by Number or Dealers Contacted Washer Satisfaction by number of Brands Considered Washer Satisfaction by First Automatic Washer Ownership Washer Satisfaction by Age of Previous Automatic Washer Uaaher Satisfaction by Previous Experience with Washer Brand washer Satisfaction by Length of Time flaking a Decision . ; Satisfaction with Washer washer Satisfaction by Need of Service Call Washer Satisfaction by Service Repair Saticfaction Hacier Satisfaction by Type of Service Call taster Enticfaction by Desire to Change Dealers Washer Satisfaction by Dealer Recommendation iv PAGE 14 16 19 20 2? 24 26 9? 29 16. 17. 18. 19. 20. 21. 22. LIST OF TABLES-~Continned States and Response Washer Satisfaction Rasher Satisfaction Incons Before Taxss Washer Satisfaction by Employment of wife Washer Satisfaction of wifs washer Satisfaction Hire Washes Clothes Washer Satisfaction Loads a Hook Rate of Respondents by Age of Wife by Total Family by Education Level by Humbo* of People For by Humbor of Wash PAGE 49 U7 ;. CHAPTER I IETRODUCTICH Decisions are made every day by the homemaker. Some decisions involve small amounts of money; others involve a considerable amount of money. If a homemaker is dissatisfied with an inexpensive purchase she can make another selection without great financial consequence. Decisions involving larger suns of money are not as easily changed as those involving smaller amounts of money. The homemaker must ”live" with her decision longer. In a recent financial decision-making study by Schoenaker of 100 farm families. 13 families were asked to discuss a decision of theirs that use not satisfactory to then. Schoemaker (9) states "comparison of satisfactory and unsatisfactory decision making revealed that the problem was discussed to a greater extent in the family and with persons outside the family in satisfactory than in'unsatisfectory decisions. Hora sources such as magazines, bulletins. and newspapers were consulted and more risks and alternatives were considered in satisfactory decisions." Schoenaker also suggested ”other differences revealed or these differences might be proven significant if a larger number than 18 unsatisfactory decisions could be obtained for analysis.” Decision-making is an important part of homo management. The last step of a five step decision-making model discussed by Gross and Crandall (5:63) is accepting responsi- bility for the decisi.n. Footinger (4) says that in accepting responsibility for the decision, there can be a feeling of dissonance. He (4:128) also states "how severe and how long in duration the regret Vperiod is would be determined by how quickly dissonance can be reduced ... If dissonance were difficult to reduce. the regret period might be strong and of long duration." This study focuses primarily on.two steps of the decision> model as discussed by Gross and Crendnll. The two steps are seeking alternative solutions and accepting responsibility for the decision. It also focuses on the satisfied end dissatis- fied owners of a new major appliance and the factors relating to the satisfaction or dissatisfaction. Objectives The specific cbgectives of the study were: 1. To identify those persons who feel satisfied or dissatisfied and to analyse the factors contributing to the degree of satisfaction (a) related to the decision-making process which includes prechcpping techniques and (b) related to external factors such as service and dealer. 2. To draw implications for educators when teaching in the areas or home management and the decision-making process. 3. To draw implications for Home Economists in Business when helping manufacturers design and sell major appliances. Operational Definitions Distinctions are made among satisfied and dissatisfied homemakers on a basis of the answers to certain questions. The homemaker satisfied with her washer will have answered the following questions from the questionnaire with the following answers: 1. Are you satisfied with your new washer? Ice. 2. Would you recommend to someone else to buy the brand washer you did? Yes. 5. If you could change your decision, would you change brands? do. A homemaker was considered dissatisfied with her washer it she answered any one of the above differently. Bchoennker (9) suggested differences other than consulting people and references may determine eatiafection no questions were asked the homemaker about the dealer and service. The external factors in this study are dealer and service. It the homemaker was satisfied with her dealer she answered the following questions with the following answers: 1. If you could change your docieion, would you change dealers? No. 0“: c. Would you recommend the dealer you purchased the washer from to someone also? Yes. If the homemaker was dissatisfied with the dealer she answered either or the above questions Opposite he given answer. The other external factor was the mood for service and service received. Too homemaker wss considered satisfied with service if she had not needed a service call or if she answered the following questions in tho following way. 1. Has it corrected by tho oorvico man? Yes. 2. are you satisfied with the way it was corrected? Iss. 5. If you could change your decision, would you change aorvice? flo. uxpothsses l. Homemakers woo are satisfied witn too purchase or a major appliance have sought more proshopping information than homemakers who are not satisfiea with their decision. 2. Thorn are external factors such as service and dealer that influence the dissatisfaction of the homemaker concerning the purchase of a major appliance. Assumption l. The homcnsxer knows if she is satisfied or dissatis- fied with her decision. 2. The homonnkcr was involved in the decision of purchasing the appliance. 5. The homemaker can recall the decision-making process. #. The homemaker had an ogyortunity to work with the washer. 5. The washer had been installed long enough for me¢hanical or other rrubleus to ocu‘fi. U1 CELPTAR II REVIEW OF LITERATURE Decision-making is an integral part of management. Gross and Crandall (5:63) have said, “decisionrmaking is the heart or crux of management." A five-step model of decision- making includes: éofining the problem, cooking alternatives, thinking through alternatives, oelooting an alternative and accepting rcsponoibilityfor the decision (5:63). Brim‘s (1:9) decision process consists of six phases: identification of the problem. obtaining necessary information, production of possible solutions, evaluation of such aolutions, selecting a strategy for performance. actual performance of an action or actions and subsequent learning and revision. Studies have been done by Eaton: and fluollor (8:50-87), Schoemaker (9) and others on the first four steps (Gross and Orandall) or five steps (Brim) of the decision—maring procoss. lots (6) has atudied satisfaction and dissatisfaction as rcaaonc for changing a purchase but not as a final result of the decision process. Little research has been done on the degree of satin- faction or dissatisfaction with the final decioicn or on factors contributing to satisfaction. Eycopt for a small part of the studies done by Katona and Mueller and Schoemaker, previous research seems to end before roaching this final phase in the decision-making process. Gross and Crandall (3:63) state, "this stop,“ (referring to accepting the consequences of the decision) "not always included, is however, fundamental.” Fostinger (s) feels is accepting responsibility for the decision, there can be a feeling or dissonance. Bow severe and how long in duration the regret period is would be determined by how quickly dissonance can he reduced. It dissonance were difficult to reduce, the regret period night be strong and of long duration. Gross and Crandall (5:69) state. "Where dissonance exists there is unrest and usually some effort to reduce it.” The rationalization of alternatives may be why so few unsatisfactory decisions are reported in research studies (5:69). The Katona and Mueller (8:50-87) studies were on consumer purchases or household goods and the process in which informa- tion was sought and gained. Hueller found that over half of the buyers purchasing large household appliances got advice from acquaintances who owned those appliances. A third or the buyers bought a brand they had seen in someone'e home. It also appeared from this study that information seeking froa.relativee. friends, neighbors was or greater importance than information seeking from shopping around in stores. fineller round the desire tor new features in older appliances gives rise to plans to replace appliances that are neither worn out nor in poor condition. The Katona and fiueller studies provide information for the first four (Gross and Crandall) or five (Brim) step decisionsnaking process. The Schoenaker (9) study supports the Katona and Hueller study. In the Schoenaker study of 100 farm families, 18 families were asked to discuss a financial decision that was not satisfactory. Schoenaker states, ”comparison of satis- factory and unsatisfactory decision~making revealed that the problem was discussed to a greater extent in the family and with persons outside the family in satisfactory than in unsatis- factory decisions. More sources such as magazines, bulletins. and newspapers were consulted and more risks and alternatives were considered in satisfactory decisions." She also felt other differences in the decision-making practices might be revealed or those differences might prove significant if more than 18 unsatisfactory decisions could be obtained from analysis. .nueller and.Katona (8:§O~87) felt that "it is probable that previous experience with a product will influence the manner in which consumers go about acquiring a new model.” Cronback and Glaser (3) state, "One might ultimately evaluate a decision by its actual outcome, but this appears inappropriate since factors beyond the ken of the decision-nager influence the ultimate event." Burk (2:23) states, "(1) From a new product, a consumer expects to obtain satisfaction by matching its attributes (characteristics) to his needs for service arising from his activities and he also expects that the product will have the desired attributes. (2) For a product with which he has had experience, a consumer has learned and established the relation- ships, but they are subject to changes in perception based on changes in needs and on feedback from other experiences.” nerton (71894-904) states that the success or failure of an action depends on luck, ignorance and many other factors that lie outside the control of man, no matter how much care he exercises in his choice. Festinger (4-128) states, ”It is quite possible that precisely those conditions which produce a measurable regret phenomenon also produce instability of the dissonance reduction in a situation where external aids to dissonance reduction are unavailable." There appears to be a conflict in the theory of decision satisfaction. One general theory is that the greater the person has discussed or researched the possible alternatives the more satisfied he will be. The other theory of product satisfaction would be that no matter how much care was taken in making the decision, the external factors - factors over which the decision~ maker has no control - determine the satisfaction or dissatis- faction. CHAPTER III flETHCDGLOGY Sample Norge Division. Borg~varner Corporation gave to the researcher all or the returned warranty cards for the automatic washer nodal AUJ-lBEO. This washer was selected an it could not have been purchased by the respondents before August. 1967. All or the warranty cards were used except those returned by a company or institution such an a school or convent. Forty- five states were covered in this study; Appendix A shows states used in study and response rate. Development ct_gn Instrument A questionnaire was developed {or this study. Fixed— alternntive questions were used to determine the honenaker'e decisionanaking process and satisfaction with her washer. Questions were designed to find out that sources the homemaker used for information and which sources helped her the moat in the decision. Also. questions were asked about the aetio- taction with the washer, service and dealer. Questions were also asked relating to the age. income. education and number of people in household. 10 Collection of Data A questionnaire was nailed to each name on the 906 returned warranty cards. All envelOpes were addressed to Mrs. . A self-addressed stamped envelope was included for returning the questionnaire. A reminder letter was sent to all those who had not returned the questionnaire after two weeks. it the end of one month, 45.5 percent or 400 questionnaires were returned and.uscd in compiling the information. There were 53 or 4.14 percent returned for insufficient address. There were 231 or 52 percent returned before the reminder letter was sent. The reminder letter resulted in the return of 128 additional questionnaires. an increase of l#.78 percent. Nine returned questionnaires could not be used because of insufficient information. the washer was a gift. or a member of the respondent's family worked for horas. Description of Sample Questions were asked the respondent about her age, total family income, employment. education and number of people she washes clothes for -- indicating number of peeple in household -~ and how many wash loads she does in a week. Appendix 0. Almost half of the respondents were between the ages of 21*55. About 40 percent were between the ages of 36-55. Fifty- six percent of the respondents were not employed. Over 41 percent of the homemakers had a high school education. In addition, 23 percent had some college education or were college graduates. 11 Two~fifths of the families consisted of three or four members. Almost one-third of the respondents washed six to eight loads a week. A smaller preportion washed three to five loads a week. ggglzsie of Data Coding The questionnaire was designed to obtain information on the decision-making process and the satisfaction with the washer. The homemaker was asked information relating to the five steps of the decision process and her satisfaction with the washer, dealer and service. The answers given for each question were then run against satisfaction with the washer. Machine tabulations One card was punched for each respondent. Other cards were punched for cross reference to washer satisfaction. Qgggutatiens Done The punched cards were sent to the Computer Center for computation of frequency distribution. Each of the questions asked was cross-referenced to the honemaher'e satisfaction with the washer. CHAPTER IV FIEDINGS AND ANALISIS The decision to purchase 1 major appliance which involves a large sum or money is en important decision in family finance. The decision to purchase a particular appliance such as an automatic washer is made anoreximately every seven to ten years. It in not a decision that is made every day and therefore cannot be considered e habit decision (5:64). The study of a decision that is not made frequently offera the Opportunity to etudy conscious docieion~making to ascertain the level of satisfaction with the action taken and analyze factors related to satisfaction. A five step model to decision—making is comprised of the following steps: 1. Defining the problem to be decided. a. Seeking alternative solutions. 5. Thinking through alternatives. c, Selecting an alternative. 5. Accepting responsibility for the decision. The findings in this study relate primarily to steps two and five. Defining the Problem Clarifying the problem is the first step in decision- making. There were no questions asked concerning the reasons for having to make the decision. pm Hi The purchase of an automatic washer could have several alternatives. The homemaker could have purchased a wringer waener, a used automatic washer or need a laundry and dry cleaning center. Each of the respondents chose to purchase an automatic washer. The reegondente were asked how long they had been con— eidering the purchase of an automatic washer. Seventy oercent or the reepondcnta said they had been thinking about the purchase over one month. This amount of time would allow for use of a number or sources or preehoPping information. TABLE 1 HASEER SATISEAGTIOR BI LENGTH OF TIHE THINKlfiG ABOUT PURCHASE 1 week or lose 57 14.25 51 89.5 Number 0: Percent Satisfied Dissatisfied Respondents of Total Number Percent Eunber Percent 6 10.5 weeks 2d 5.73 22 93.? l #.3 2 ~ 3 weeks 23 5.73 22 95-7 1 4.5 5 - 4 weeks 12 3.00 10 83.3 2 16.7 over 1 month 283 70.73 254 89.8 29 10.2 1::- ll ‘ ‘(I ll .rl Seeking Alternative Solutions Seeking alternative solutions can involve the use of many sources of information such as magazines, friends and salesmen. The seeking of alternatives through these sources help in determining what brand and model washer to purchase for the particular family need. In this study the most used source of information via the salesman from wnom the washer was purchased. One-half of the respondents said they received very much information from the salesmen. Also 34 percent wore oatisfiod with the washer. This does not agree with Katona id Mueller who found information from relatives, friends and neighbors was of greater import roe than shopping in stores. The honoraker's husband provided the second source of information. However, only 34 percent said they received very much information from thoi husbands. Among respondents woos. husbands provided very much information, 95 percent were satisfied with the washer. A greater number of the homemakers were satisfied if the decision about the purchase of the washer was discussed with a neighbor. relative or husband compared with those who did not diecuss the decision with a neighbor. relative or husband. 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Hore sources such as magazines, bulletins and newspapers were consulted ... in satisfactory decisions.” Table 5 verifies Schoemaker's findings. Just over half of the respondents used less than five sources of information and 87 percent of these respondents were satisfied with the washer. is the number of informative sources used increased so did the percent of respondents satisfied with the washer. It is interesting to note that only 51 respondents or almost nine percent of the total used more than 10 sources of information. However, there was ample time to consult other sources as 71 percent had thought about the purchase for over one month. 13 TABLE 5 WASHER SATISFACTION BY COMBIHED SOURCE OF INFORMATION Number of Sources Satisfied Dissatisfied " Number and Percent Number and Percent Percent of of Percent of of Ben ondente Total Total Res ondents Below 5 6 .D 6 -.10 144 40.0 99.5 12 30.0 7.7 11 ~ 13 25 6.9 96.? l 2.5 3.8 over 15 6 1.? 100.0 0 0 0 P Two other questions were asked the respondents about seeking alternatives. The first question asked was about the number of dealers visited or phoned when they were seeking information about the purchase of the washer. riftybfour percent stated they phoned or visited only one dealer. Hinety percent of that group was satisfied with their washer. Of the total respondents only 13 percent said they visited three dealers. This group had the highest number of respondents satisfied with the washer. Seven percent said they phoned or visited five or.nore dealers. This group had the lowest number satisfied with their washer. Gross and Crandall‘e (5-66) statement ”Important as it is to have many alternatives, there is a danger of confusion with a wide variety of choices“ may help explain the low washer satisfaction. 19 TABLE 4 WASHER SATISEdCTION BI NUHBER OF DEALERS CONTACTED dumber of Number of Percent Percent of Dealers Contested Respondents of Total Total Satisfied One 209 55.9 89-5 Two 76 19.0 92.1 Four 26 6.7 88.5 3 live or more 7'0 77.8 The other question asked the homemaker related to the number of brands she considered when purchasing the washer. Forty-one percent of the respondents considered only one brand and 93 Percent of that group were satisfied with the decision. Two brands were considered by 59 percent of the respondents and 86 percent were satisfied with the decision. It is interesting to note there appears to be no pattern to the number of brands considered and satisfaction with washer. The group that was 100 percent satisfied considered five or more brands. The statement by Gross and Grandnll discussing danger of confusion with a wide variety of choices is not confirmed. 2O The number of dealers visited or phoned and the number of brands considered in relationship to washer satisfaction is inconclusive. It should be noted that 54 percent of the respondents considered one dealer and 41 percent considered one brand. TABLES. WASHER SATISFACTION s! nausea or senses CONSIDERED Number of Brands Number of Percent Percent of Respondents of Total Total Satisfied One 139 41.3 9205 Three 51 13.2 92.2 Four 15 5.9 80.0 Five or more 9 2.5 100.0 The respondents were asked about previous ownership of an automatic washer. In Table 6, 42 percent had pur- chased an automatic washer for the first time. The table .also shows a lower percentage of previous owners of an automatic washer were satisfied with their new washer. «.m« 0.05 mm m.mm ¢.em mom m.um Hmm oz H.m 0.0m ma m.mm c.me nma m.me and we» eugenonmem epnegoowem Haven. Ho Ho ”cocoon Henna Ho nooonem ”deepen one Hennoa no aoegem and R352 eoduanuaanon ecaouauae Hanan no «pneumonmom udeonem no Henson mammmgo g4.) OHB§D< BWMHh Hm MOHBOAfimHaaa Emma: mafia .Ifl‘!‘ [rill Another question asked those who had owned an automatic washer before was the age of the washer replaced by the new one. Fortyctwo percent replaced an automatic washer that was over eight years old. Thirty-two percent replaced a washer that was five to eight years old. The respondents replacing a washer over eight years old had the least percentage satisfied with their new washer. Those who replaced an automatic washer that was from one to three years old had the highest percent of satisfied with their new washer. The third question asked relating to previous experiences with an automatic washer concerned the previous use of this brand washer. Sixty-one percent of the respondents who purchased this washer bad no previous experience with it and 88 percent of these respondents were satisfied with the washer. 0f the homemakers who previously used this washer brand in someone elee's home, 97 percent were satisfied with the washer. Of the homemakers who previously owned this brand washer and purchased enother, 90 percent were satisfied with the washer. Hinety~five percent of the respondents who had used the washer in a laundry or dry cleaning center were satisfied with the washer. One hundred percent of the home- nakere who had used this brand washer in a neighbor’s or relative’s hose and also in the laundry center were satisfied. cm LIV N.mH Hobm ma momw Mao: mm Home muoew mm eeeeh m hobo m.m o.mm n n.0e a.mm me m.Hm mu.ea mu eyes» e s m m.m m.ea e m.am n.0m we m.ma om.HH we node» n a m to we a new we 3 to Re 3 23.” m .. H epoecoom eooeccom teem Ho teem no Mecca poeoeem Hepos unconem «0 one no one uceonem genera, poeonem genera 1oewuewpemman .coduewuem encoro emcee: oaueeopns epaevaoaeem macabehm ”cacao undevdooeem Ho udeohem Ho raccoon do unease mmmmm: OHadnoabd.mDOHbmmm ho Mud Hm aOHBO¢MwHH¢m mmmm¢n u,mqm¢e One hundred percent of the homemakers who had used this brand washer in a neighbor's or relative’s home and also in the laundry center were satisfied. The group with the lowest percent of satisfaction with the washer were those respondents who had no previous experience with this brand washer. Those respondents with the highest percent of satisfaction had used the washer in more than one place. Thinking Through Alternatives The next phase in decision-making is thinking through the alternatives. It takes time to think through the alternativee and to determine if all possible alternatives have been sought. The respondents were asked the length of time it took then to make the decision after they had started shopping for a new automatic washer. Sixty-six percent or the respondents said they took one week or less to make the decision and 89 percent of that group were satisfied with their washer. In an earlier question about length of time in thinking about the purchase, over 70 percent of the respondents had thought about the purchase for over a month. One hundred percent or the respondents who took two to three weeks to make the decision were satisfied with the washer. m ”U: o o o o.oo~ H.H 3 o.a a menace “Hanna” was m.nonxmwos vowfi .aoH m.¢ o.m m m.mo m.HH o¢ m.oa m: nopaoo waanaoao mud and hhdanaa dw one demfi .aow m.oa 0.0m m m.mw o.ma mm a.mn an «no cause hamflbaboua .aoH o.m m.m H 0.5m m.m mm m.m mm m.o>«aaaau no m.monAMwen couu .aoH m.HH m.mm mm a.wm m.mm ¢Hm H.Hm mam econ annoy muamudomuom Haaoa «anecdommmm no no paeopam no no vaaohom pdookmm waFwafidnw vdaohanu Md... kahuna—”H r uodumfluwmmwn coduuaoaw «mace uo apnooqoamom udeHom no nonanz gamma mmmuan myHu.monmmmmmmm_maoHpmmm wm mowaoqmnuudm gunman m mqmdm Those respondents least satisfied with the washer took over one month to make the decision. flaking a fiecision too quickly or too slowly appears to increase the percent of people dissatisfied with the washer. mm" 9 mam 2.133.532.03103 BI 2:32:31: or 3" .... name. A 1313013103 Time Number of Percent Satisfied Dissatisfied Responoente of Total Number Percent Humber Percent _._i A 1 week or lees 265 66.9 255 88.7 30 11.3 1 - 2 weeks 62 15.7 57 91.9 5 12.5 2 ~ 3 weeks 19 #.8 19 100.0 0 O 5 ~ 4 weeks 16 “.0 15 95.8 1 2.3 over 1 month 54 8.6 50 88.2 4 11.8 ___4. Selecting,hn.A1ternetivo The fourth step in decisionrmaking in selecting or choosing an alternative. The alternative had already been selected as the respondent had already determined which washer and model one wanted when the study began. Questions were asked concerning how she made the selection but no questions were asked the roegondente about why she made a particular brand and model decision. '3‘ c. The most prominent source of information used in making this decision was the salesman from whom one pur~ chased the washer. This one person may have been the person who convinced her to choose this brand washer to purchaoe. Because 51 percent used five or fewer sources of information, those they used appear to have a great influence on the choosing of one alternative. doweitingfifiosponeibility for#the Dccieigg This last step, though often not included, 13 a very fundamental step in decision-making. The homemaker must accept the responsibility for her decision about a rerticuler item. The homemaker‘e satisfaction with her washer decision could depend on how satisfied one was with the dealer from whom she yurchased the washer, if ”he needed a service call on her new washer and if the service she received was good. Some examples of problems the homemaker could have bed are late delivery, poor installation, no instructions given on how to operate washer, slow roeponae to a service call and the washer JDt fixed the first time the service men care. When a problem does occur with a nod product, the homew maker may have the feeling of "diesonance." She may ask her- self why one bought this weshcr and not some other brand. She is tnen diseatiefiod with her purchase. Table 15 shows 93 percent of too respondents in tnis study were satisfied with their tanner. indicating they were happy with the decision about model and brand or washer pur- chased. Tncro are, however, six percent of the respondents woo are not satisfied with th washer. inELE 10 SATISFACTIUE WITH WASHER ‘v— fl,— .—'... .._' Number 0! Percent Respondents of Total Yefi 5'71 :5 09 No 24 6.1 Several questions were asked the respondents about the external factors which were defined for this study as service and dealer. Seventy-five percent or the respondents did not have to call a service man for their washer and of this group 95 percent satisfied with the washer. Twenty-five percent did have to call a service men and 86 percent of those needing a service call were satisfied with the washer. The group of respondents who needed a service cell were less satisfied with the washer tnsn those who did not need a service call. Seventy-four percent of the group needing a service cell were satisfied with the service received. Of this group who wero satisfied with tbs service, 94 percent were also satisfied with the washer. or tne 26 parcent not satisfied with the sorvico received, only 5% percent were satisfiad with the wanher. ”his relates to Festingcr (4:128) disnonnnce thesry; ”If diauunnnue were difficult to reduce the regret period night he strOLg and of lens duration." The typa 0! service call needed was tna subject 0f unatner question. Forty— ight percent or those respondents who needed a service call had a mechanical problem with the washer and 85 percent of the reapondents were satisfied with the washer. 8dvanty~two percent of the reapondents needed a service call because of poor installation of the washer and 90 percent of these respondents wera satisfied with the washer. Those homemakers who had several problems with the washer an the lowest percent of satisfaction with the washer. Only 43 percent were satisfied witn the wasner. Another of the external factors was the dealer. Almost nine percent of the respondents would not recommend thair dealer to someone else and would themselves change dealers if they could. \y; 0 ¢.n~ ma o.mm an o.nm cw aaao mowbhaw #Lomvu «.5 mm m.mm omw v.55 mam «Han .Oflpmem on umonwm Hmuoa Ho mucmd'ammem Hausa Ho wpcouaommmw udvohmnm H0 kmpfifim ufiwgwnm No Rmfigwm doflumwuwmmfln ”magmagam Hauoa mo mangcuoma.A wnocuem no hofianz if Afldo MOHbme 4 mo Damn Hm 30H904MMH84W ammM4m AH mnmdfl oomx NH o.mm ma m.mm mm o: m m r i.¢@ mm w.¢m wn mg” adnoa Mo nummwdommom annoy Ho audavnomwmm pdoouom Ho “spasm uamuaom M0 hwnadm rogueasquaa dmwuadpmm audmdaoammm aaqofinommom Me prmuham ho punanz Sauémamm mdamm 83mm“... Hm maniaaflfi was... t e "’0 NH WAfl4H L'c‘ou- II] ‘1 6omu m m. b abofiw Mo :owaudanaso m.am ma m.wm ma ammuo cocoa é H.d d flwnfifiwwx dowughpmmoawa 0.QOH m a.m m awasaom maddm53 m.om ma ouam Mm zowpwflawpmmH “com H5909 no mammumamcom pdeoaom Mu mmaadm wenaowmm vmwumqnum unmouom. madam mow>ham mammcdommmx He udaopom no Ampadm ”Aha and magma .3 mg E 359333,.“ mamzn 3 mafia 0 the gran; who would rescuuend thair floalerw, 9% parcsnt were satisfiea vita thb washer. 0! tbs nine narcent whs would not raccmmend tha flealer only 69 parcent “sr& satisfiefi #133 the washer. Jfian tLe raspondante were asked if they would cgange dealers, nine percent said "yes." Of the nine percent, 69 parcenz were satisfied filth cue washer. Elnety-rour percent of the respondents who weal” not change daalara ware satisfied with tne wasger. ins group of respondents who would change dealora and would not recommend their dealers to someone also included fewer paopla who were satinfied with the washer t*?n did the group whc woulfi recoamund the dealer and hfio would ant caanga dealers. 54 LA N‘s 1w 5.3 mm mnmm mAm man 13 mum on :23. n.mn Sn $5.0 how ¢N mom mm .25 amazon. “Baum 1 “530m H.552. .3908 no updovdomwom H308 no updaddommam Hauoa «o nonogomaom “53.3% no H335 page!“ Ho .3935 udoaom «0 Hana—E «5 «Magdmaa 603353 d3 09 Mango 09 mag Hm gaudhmgdm gnaw) ad mama v.3 imm 3 9mm «.6 :m m5 mm cm «6 0.3 mm 93 n.nm man 18 man mow 35:309QO uudovaommam 1305 no no udaonom fiance. no no unschom 309 Mo mpaogomnom pmoouom 05. p.552 anoohom can mango" pduaom no “opium c¢aumauamaan coauudvdm Hauga 93H8§ g and 30304333 g4: ma mama CHAPTER V SUMMARX AND IHPLIGATIORS SUHMiR! Purchasing a major appliunco, which involves a large sum of money, is an important decision in tho arcs of family finance. The satisfaction of that decision is the selection of a satisfactory product which meets the family needs and financial situation. This study focuses primarily on two steps of the decision model as discussed by Gross and Crundsll (5:63). The two stops are seeking alternative solutions and accepting respon- sibility for the decision. It also focuses on tho satisfied and dissatisfied owners of a new major appliance and the factors relating to tho satisfaction or dissatisfaction. Appendix C provides information about tho homemaker herself and washer satisfaction. The under 20 age group was the least satisfied with the washer. The can group of 56-55 had the next largest percent of homemakers dissatisfied. The respondents who previously owned an automatic washer for over eight years and replaced it with a new one also had a louor‘nunbcr of respondents satisfied with the washer. This could relate to the age group of 56~55 and washer satisfaction. Tho difference in income and satisfaction with the washer are not great. Those who did have an income of over 810.000 had a lower percent satisfied with the washer, however. Little difference is round in tho percent of homo- makern satisfied with too washer and the amount of time employed or not employeé. The education level of the wife in relation to washer satisfaction is inconclusive. Tie higroot percent satisfied with the washer more those who graduated from college. The second highest percent satisfied were those with an eighth grade education. Again, the number of peoolo for whom a homemaker washes clothos for in relation to washer satisfaction is inconclusive, as is taa number of wash loads done a week. Dafininw the Problem 1.1 Those homemaxero who thought about tho purchase from one to throw weeks had the largest percent of resoondeata satisfied with the washer. Seaxing_Alternative Sointiong As the number of souroea uaofl by the respondents went up so did tau percent satiafiad with the washer. However, the majority or the reapondonta usea fewer than fivo sources of information. Fifty-three percent of the respondents con- tacted only on. dealer and #1 percent shopped only one brand. _Ihinkinnghrough Alternatives The group of respondents who had the highest percent satisfied with the washer took 2-} weeks to make the decision. However, the majority or the respondents took less time to make the decision. Selectingpan Alternative Each respondent selected the some model and brand washer. No information was sought concerning why she selected that particular model and brand. AcceptingResponsibility for the Decision Three-fourths of the respondents did not have to have a service call. ‘A higher percent of these respondents were satisfied with their washer than were those respondents needing a service call. Those respondents who were dissatisfied with the service received had a much lower percent satisfied with the washer than did those who were satisfied with the service or those respondents not needing a service call. About nine percent of the respondents were non satisfied with their dealer. Those respondents not satisfied with the dealer also hnd a much lower percent satisfied with the washer. The need for service, type of service raceivcd and the satisfaction with the dealer do play a part in the washer satisfaction. There are oxtornal factors which influence the satisfaction of the washer decision. 40 INPLIGATIOES FOR TEACHERS W_ ARD EKTEflSIOfl The consumer has become of prime importance to Home Economists who are educators. The Job of educating both Junior High and High School students to be aware of the decisionumasing process in the purchasing of household items is very important. Education or adults in this some very important area is also receiving a great deal of emphasis by the government and private organisations. This study shows educators some of the areas where there is a need for more emphasis in teaching the decision—making process. There were two age groups which were more dissatisfied with the washer decision than other groups. The youngest purchasers of an automatic washer had the most dissatisfaction with the purchase of the washer. This perhaps tells us they are not receiving information about major appliances relating to the cure or clothing, food preparation and preservation. With the highest percent of young women marrying at the age of 18 than any other age this is a very important area that should be taught in the schools. The other use group that is of concern is the 55-33 year old homemakers. Their satisfaction with the washer could be luck of knowledge about the uses for the features on the washer and how to launder the present day fabrics. e1 They may also be the hardest to educate because they feel they have been doing the laundry for so many years they know what and how it should be done. Over 50 percent of the respondents received very much information.from the salesman. It is important to educate students and homemakers on how to purchase a major appliance and how to shop for a dealer as well as service. Because the dealer is so important, educators may want to ask a dealer and/or service man to discuss buying appliances in the classroom or discussion group. The Entension Home Economist may also consider a display in the retailer’s store showing information available to the consumer to help her make a decision about the purchase. Educating not only the homemaker, but the entire family is important. Husbands, friends and relatives were consulted about the purchase of the appliance. IHPLIOATIOHS FOR HOME ECONOMISTS IN BUSIEESS Home Economists in Business can play an increasing role in helping the consumer select the products available on the market most suited to her needs. One or the most important areas is the source used for obtaining information. Over 50 percent of the respondents said the dealer salesman gave them very much information about the washer. If the homemakers are relying so heavily on the advice of the salesman then perhaps there should be more Home Economists talking with dealers about what a women wants to know when she is purchasing an appliance. Perhaps the salesman need to be kept more up to data as to what and how the appliance benefits the homemaker. With nine percent of the respondents not satisfied with the dealer, this area should be a great concorn to both the Home Economist and tho dealer. The type or in-otoro display provided either very much or some information to over 30 percent of the respondents. Homo Economists should become involved and help guide the design or the display material. Also the in-otoro display or moronandiao is important. Hoot attracts a homemaker to a particular brand or model washer? Is it the color of the appliance, display material on tho appliance, design or the appliance itself? Each of thcoc questions should to or con- cern to the Home Economists in Busineac. A larger group of homcoakors who have had previous expor- ienco with the washer brand were oaticfiud with the washer than wore those who had no previous experience. The school con~ oignment programs could be of help in achieving groator satis- faction providing the schools also touch the use and care or the product. The opportunity to use the appliance aopoarc to be beneficial. Perhaps the dealer should have concocted appliances in bio store for demonstration to the homemaker. Those woman who have not had the opportunity to use a particular product previously will need very clear and easily understood operating instructions with the new appliance. The group of homemakers who had not previously owned this brand washer before had fewer satisfied with the washer and the percent satisfied may have increased with better and cooler to road operating instruction. More up-to~datc educational materials about major appliances snould be made available to the educators for their use in the classroom. [gin FOR woman STUDY Ono or the areas for further study would be the consumer aged 20 and under. Why was her satisfaction considerably lower than tho average? Another area or concern is the homemaker who has an older washer and purchases a new one and is dissatisfied. Is she not being kept up-to-dato with what's now? How can we keep her'up-to-dato? A study of how a homemaker selects her doalcr and service man could find mayo to prevent some or the problems caused by these axternal factors which therefor. can cans. dissatisfaction. A follow-up study or the some 400 respondents would also be of value in comparing the satisfaction and disaatisfaction of owning the washer for a longer period of time. on ’4 o 5. 4. 6. 7. 9. BIBLIOGRAPHY Brim, Orville 6.; Glass. David 0.: Levin, David E.: Goodman, Norman ”Personality and Decision Process" Stanford, California; fitanford University Press, 1963 Burk, Marguerite C. "Survey of Interpre~ tations of Consumer Behavior by Social Scientists in the Postwar Period" in Journal of Farm Economica Vol. #9 K0. 1 Part 1 February 1967 Cronback, Lee J.; Glaser, Guldina 0.; "Psychological Tests and Personnel Dacisionn" Urbana: University of Illinois Preas, 1933 Featinger, Leon, "Conflict Decision and Dissonance" Stauford, California: Stanford University Press, 1964 Gross, Irma, and Crandall, Elizabath "management for modern Families“ New York: Appleton Century Crafts, 1110. g 193)“? Katz, Elihu and Lazarsfold, Paul, "Personal Influence" Haw York: Th3 Free Press of Glencol, 195$ Merton, Robert K. ”The Unanzicipated Consequence of Purposive Social Action," American Socialogical Review. 1 (lfifi6) Muellar, Eva and.Katona, George "A Study of Purchase Decisions: in Consumer Behavior Vol. I ed. L. H. Clark, New York: Haw Kerk: University Press. lvfik Schoemaker, Peggy Easter "Financial Decision- flaking as Reported by 100 Farm Families in Michigan" Ph. D. finesia, Department of Home Hanagement and Child Deve10pment, flichigan State University, 1961 APPEflBIX A Questionnaire March 1, 1968 Hello: One of the basic functions of a Home Economist in any job is to find the best means of informing the consumer about the product she has purchased or is about to purchase. We are very interested in knowing how you, as the consumer, obtain information about the more expensive items purchased. We are also very interested in finding out how many people are disappointed about a purchase after using the item. The disappointment could stem from the product itself, the dealer and/or the service needed and received. Your answers on the enclosed questionnaire will help us who are Home Economics Teachers, Extension Home Economists, Utility Home Economists and Home Economists in Business plan future lessons, programs and written material. We will be able to determine how we can best inform you of features on new products, how to use the new products and how to eliminate some of the problems that occur after the purchase of an expensive item. The questionnaire will take about five minutes for you to fill out. All answers given are in strictest confidence. After the enclosed numbered questionnaire is returned your name will be removed from my list. This study is part of my graduate program in Home Economics at Michigan State University in East Lansing, Michigan. Norge has c00perated with me by giving me your name from the returned warranty card you sent to Norge after you purchased your washer. This is not a Norge survey. After you have answered the questions in the questionnaire please return the questionnaire in the enclosed stamped envelope. Thank you for cooperating with me in this study. Sincerely, Janice Heckroth a. {MW Dr. Carol Shaffer MICHIGAN STATE JleERSITY LL61. (1-4) CONSUMER INFORMATION STUDY ; this the first automatic washer you have owned? (5)1[3 yes 2C] no ? this is not the (6) 1 g] 2 g 3 4 D first automatic 1- yrs. 5- yrs. 5- yrs. over 8 yrs. washer you have owned, how old was the washer it replaced? 3 this the first (7) 1 [:l 2 [:1 time you have used yes no, used neighbor's no, previously this brand washer? or relatives owned one 4 C] no, used one in laundry and dry cleaning center )w many dealers did (a) 1 [j 2 [:I 3 D 4 E] 5 D you visit or phone one tWO three four five or more before you purchased your washer? >w many different (9) l U 2 D 3 LLB 5 [:1 brands of washers one two three four five or more did you consider buying? m long had you been I (10) l 2 g 3 g] thinking about buying 1 week or less 1- weeks 2- weeks a new washer? 4 5 C] 5-4 weeks over 1 month Eter you started (11) l 2 g 5 sh0pping for a washer, 1 week or less 1- weeks 2— weeks how long did it take you to make a 4 5 D decision? 5-4 weeks over 1 month How much information did you receive from the following: TV programs TV ads Magazine articles Magazine ads Newspaper articles Newspaper ads Salesman from whom you purchased washer Other dealer salesmen Neighbor Relatives Husband In-store display Utility Company County Extension Service Night or evening school Dealer demonstration Government publications Consumer Digest or Consumer Report Other (12) (15) (14) (15) (l6) (17) (18) (19) (20) (21) (22) (25) (24) (25) (26) (27) (28) (29) (50) very much none 3E1 5|] 3C] 3D 3!] 3B 3C! 5E] 3C] 3C] 5B 3C! BC] 5E] 3E! 3B 5C] 3E] at] Page? , ‘H Do you feel the (31) l D 2 D warranty is written yes no 2 clearly? { Mould you purchase (52) l D D i an.extended warranty yes 0 if it were available? fiHave you ever had to (35) l D E] , call a service man yes 0 3. ‘to repair your new ‘washer? , What was the nature (34) l D 2 E] 3 E] , of your complaint? poor washing demonstration )1 installation results required . '4 El 5. mechanical other 3 Was it corrected by (35) l D 2 D 3 the service man? yes no 5' Are you satisfied (56) l E] 2 C] fl with the way it was yes no corrected? 3[ 'If you could change it your decision, would you change: ves no 5[ brands (3‘7) 1 D 2 [3 fl dealers (58) l [:1 2 a service (39) l D 2 D al'r Are you satisfied with (40) l D 2 fl your new washer? yes no ’[Would you recommend to (41) l D 2 D someone else to buy yes no the brand washer you did? 35—* Would you recommend the (42) l D 2 D dealer you purchased the washer from to someone else? no “— .—-’._.—‘——~—._———-.\ .77— Your age? (45) it r What is your total (44) l[ family income before 1e taxes? 4,‘ 6[ 15 or Are you employed? (45) 1[ no What is the highest (46) l[ level of education 8t you have had? gr. 6 0 ct For how many people (47) E] do you wash clothes? 1 How many loads of (48) l[ clothes do you 1—. wash a week? How many of the (49) ___ above loads: c0‘ bO' ?? 5W Thank yo U 03mg 2C. gfist 32 mtro g2: 09g ‘14 ‘m oggg 9“ rhxrh EU! Hm O 3 :jmxga> .:: P-ZOUJ sad: g: PHR W‘ g-< mtd g g s s ;3 Chm tr F>’ ERN ._ jgm r- ‘—-——— 5‘} PWd 9‘! "EM ahead March 15, 1968 Hello: Several weeks ago I sent to you a questionnaire to be filled out and returned to me. It is a part of my graduate studies in Home Economics at Michigan State University. Perhaps like so many of us, you said to yourself, "I'll do this later when I have more time." So today you have received this brief reminder that the questionnaire takes only five minutes to fill out. I do hope you will take the time to help me in this study. Sincerely, ‘ 1W ice Heckroth 48a APPENDIX B States and Response Rate TABLE 16 STATES AND RESPONSE RATE OF RESPONDENTS State Wrong Number Number Percent Address Returned Sent of and Useuble Useable Returns Alabama 1 4 ll 40 Arizona 1 18 45 42.8 Arkansas 1 9 21 4) Alaska 0 O O 0 California 0 14 52 26 Colorado 0 2 7 29.5 Connecticut 0 6 13 46 Delaware 1 O l 0 Florida 0 O 3 0 Georgia 0 5 14 ?6 Hawaii 0 0 O 0 Idaho 0 1 5 35 Illinois 2 32 81 40 Indiana 2 12 23 46 Iowa 0 9 16 )6 Kansas 1 ll 13 79 Kentucky 0 4 7 57 Louisiana 0 5 14 56 Maine 0 7 ll 64 Maryland 2 5 18 33 Jig TABLE 16 - Continued State Wrong Number Number Percent Address Returned Seat of and Useable Usosble Returns Massachusetts 0 13 47 Michigan 0 8 13 44 Minnesota 1 4 5 57 Mississippi 1 O 4 0 Missouri 2 9 21 4? Montana 0 l 17 Nebraska 0 4 67 Nevada 0 O 0 New Hampshire 0 2 6 55 New Jersey 1 4 11 40 New Mexico 6 52 113 46 New York 9 4 l7 27 N. Carolina 2 4 l4 55 Horth Dakota 0 l 5 32 Ohio 2 16 56 47 Oklahoma. 1 1 4 35 Oregon 0 9 1) 60 Pennsylvania 2 56 61 53.} Rhoda Island 0 O 2 O 8. Carolina 0 6 67 South Dakota 0 O O O 50 TABLE 16 - Continued v—w—WW V. ——rv State Wrong Number Number Percent Address Returned Sent of and Useable Useable Returns Tennessee 0 6 2 50 Texas 2 53 “Q 39 Utah 0 g 3 100 Vermont 0 O O 0 Virginia 1 6 12 5) washington 5 5 IO 45 w. Virginia O ll 1- 61 Wisconsin 0 12 l? 71 Wyoming 1 J 6 60 Total 58 400 906 ... _V w firi—v ii’rn-z‘m o Washer Satisfaction mints 17 assess BATIJEACTIOH DI its Le wIFs w~ —vv v ‘_'—-v w ——v- “rm— 'v—V — Age Number of Percent of Percent Respondents Total Satisfied Below 2O 14 5.50 78.6 21 ~ 55 196 49-6 93-4 56 — 35 160 40.5 86.5 56 - 65 21 5.} 90.5 over 63 4 1.0 100.0 WASHER SATISFACTION BY TOTAL FAMILY IRCONE BEFORE TAXES Ogl‘I-v‘ $.14..." " L3 Income Number of Percent of roan: Reopondenta Total tisfiod Less than 4,000 to 5.999 58 16.1 91.4 6,000 to ‘ _ 79999 94 26.1 91-? 8,000 to 9.999 69 19.5 92.8 10,000 to 14,999 81 21.9 88.9 15,000 or over 54 9.1 88.2 55 5:13.11- ‘r' I? 19 3;. 11:53501‘10 r: b‘f infirm .Jé’f c? w F3 Eaployed Sumter of Percent Payment Respondents of Total Satisfied NO 224 57.0 89-7 Part “ima 50 12.7 90.0 Full Tina 119 30.3 91.6 \fi 4‘. ’3 +3 L— 0"!" K‘ . '\.J -' 3’“? 0 .‘.....‘.U. HASHER SATIAFACT10u 31 500041103 vagb 0F WIFE Education Humber of Percent Percent Reapundente of Total Satisfied 8th Grade 5% 9.0 94.1 Eat-me High $021001. 76 19.7 92.1 High School Graduate 167 “1.6 85.6 Some College 65 15.4 37-3 0311856 Graduate 50 3.1 96.7 Other 26 6.2 84.6 TABLE ?1 WASHER SATISFACTION BY NUHBEB 0? PEOPLE EIFE NASfiES CLOTHES FOR Rumber of Number of Parcent Porceub Peoplo Refinonieatc of T0311 Satisfici One 3 .8 100.0 Two 70 17.5 83.5 T4233 3 22.3 39.1 FUUI‘ 74 130.5 91".(3 Five 71 17.0 83.9 Six 4-1 1.0.6 9207 Seven 21 5-0 85.7 Bight 8.113 _ 0701‘ 26 7.") 9:30;? U: 61 ~V A .l TEL 21115 c... 3/ WASHER SATISFACTI 2 E 301333 CF WASH LOADS A WEEK Number of Number of Percent Percent Hash Loads Respondonts of Total Satisfied 1 ~ 2 15 5.6 86.7 5 - 5 114 29.0 9?.1 6 — 8 150 52.5 89.2 9 - 12 78 19.3 88.5 over 12 59 15.1 91.5 \1 NJ MICHIGAN STATE UNIVE T I III llllllll ”WI 3 1193 03085 v LIBRARIES 881 O