541 2410 1 PB

Volume 2, Number 2, April-June 2013 ISSN (P):2279-0977, (O):2279-0985
International Journal of Applied Services Marketing Perspectives Pezzottaite Journals. 330 | P a g e

CUSTOMER PERCEPTION AND ATTITUDE TOWARDS MATRIMONIAL SITES
IN CHENNAI, TAMILNADU

D. Anitha Kumari
1

ABSTRACT

Matrimonial sites have emerged as one of the greatest and easiest ways to find the perfect alliances for Indians. This article
sheds light on the how these sites work and how they are satisfying their customers. Customer attitude is antecedent to
behavior, is a relatively global, and guides ones thoughts, influence feelings and affect customers perception. The main
purpose of this study is to determine the consumers perception and attitude towards matrimonial sites. Descriptive research
design was adopted in this study. Judgment sampling technique used to choose samples. Totally 300 Chennai respondents
participated through by questionnaire in this study. Chi square, One way Anova, Mann Whitney U test, Kruskal Wallis test
and Rank correlation test were used to measure hypothesis and analyze the matrimonial sites.

Findings indicate that Customers had an overall more positive attitude towards matrimonial sites with regards to cost, service,
schemes and advertisement. Findings of this study are only related to the customer from Chennai, study period was January to
April 2013, and maybe it is not generalized to other Districts and Countries. The research hints that the matrimonial sites
should give attention to its marketing strategy on enhancing the attributes of different schemes, attraction, privacy and cost.

KEYWORDS

Customer Awareness, Attitude, Matrimonial Sites, Perception, Customer Services etc.

I NTRODUCTI ON

Matrimonial sites are especially popular in India and among Indians settled overseas, as an alternative to the traditional marriage
broker. There are hundreds of matrimonial sites available on the Internet, to decide over the best matrimonial site that best suits
your needs and has a good name in the market. These matrimonial sites seek the information from the users about their likes and
dislikes, their educational and professional details as well as the details of the families.

At present scenario, we are living in IT (Information Technologies) age. This is compulsion for everyone to use the IT services to
get up-to-date, Internet is one of them. Internet services are good for us because they provide the opportunities to collect any type
of information in very short time. Moreover, people these days are also realizing the benefits of matrimonial and turning to
matrimonial sites as a result.Parents have a very good tool to conduct the search for their children as they can go through various
profiles according to their preferences and find the perfect match. Parents of the youngsters of marriageable age find the
matrimonial sites to be quite time saving and convenient.

Online matrimonial lessons the burden of the families who are searching groom and brides for their children. In addition, more
than that it provides a great experience to the bride and groom who have apprehensions about how their life partners would be.
Certainly there are many benefits of using an online matrimonial. These days people are so busy and have no time to find a
partner. These people are taking the advantage of online matrimonial portals. Online matrimonial portals allow individuals to find
a match according to their preferences such as community, religion, caste, age, profession, education and family status.

Marriage is not a single day event. It needs lots of work to do. However, at very first, it needs the approval of the bride and the
groom. After that, it needs the affirmation of two families. Online matrimonial has solved this problem a lot. Though internet all
these things can be settle with in few hours. Online matrimonial services give people so much more freedom than traditional
advertising and searching. The online matrimonial sites have emerged as an intermediary to transmit marriage related information
from one party to the other and thus causing marriage, it acts as a platform where prospective brides/grooms find their match with
the aid of tools, which use algorithms.

REVI EW OF LI TERATURE

Matrimonial Websites

Matrimonial searches drove internet traffic in February, New Delhi, April 02, 2013 in Business Line newspaper. In February,
traffic on the World Wide Web from India came mostly from people searching for those looking partners for marriage. The
number of profile uploads in matrimonial web sites witnessed a year-on-year (Y-o-Y) growth of 78 percent in the month.

1
Lecturer, Department of Management Studies, Sri Ramanujar Engineering College, Tamil Nadu, India,
anithakumari_dk@yahoo.co.in

According to the Internet Economy Watch Report for February by the Internet and Mobile Association of India (IA-MAI), there
were 1.02 million profiles uploads on matrimonial sites during the month in the corresponding month last year.

The impact of matrimonial websites on the process and practices associated with marriage in south east asia is subject to much
research over the last decade, especially in the context of India [Pal, J.K,(2011), Seth, N. & Partnayakuni, R. (2009), Shako,
S.(2004), Adam, P.C & Ghose, R (2003)]. Many such sites have become operational in local and regional level to sustain the
pressure of marriage information seekers, these sites provides interactive platform to communicate marriage related information
as observed by Pal, J.K (2011).To ease the process of selection, all web sites provide search tools for users to specify criteria.
All websites capture and allow search across traditional criteria of religion, caste, community, language in addition to age and
economic background. This reflects the influence of societal context on the design of web sites (Shako, S. et. al, 2004).

Adam, P.C & Ghose, R (2003) discusses the common attributes of a typical matrimony service portal such as free registration,
fee-based utilities (e-matchmaking, online chatting, e-mail/SMS alerts), personalize services, community specific search,
horoscope matching, etc. Many of the sites a read opting newer matrimony tools, improved algorithms, rich interface applications
and enhanced privacy control to reap the benefits of web 2.0 technologies. Some sites feature E-matchmaker, a sophisticated tool
that automatically runs for potential compatibility, which have proven to ensure matrimonial success as indicated by Pal, J. K.
(2003).While searching for prospective bride/groom, the online matrimonial sites provide an information rich environment, where
the user privacy and anonymity is maintained, distance and geography is no bar in finding the perfect match, even though the
gender role and cultural stereotypes persists in matrimonial sites as acknowledged by Adam, P.C. & Ghose, R (2003).

The demographics of much of the users in these site are educated urban professionals and expatriates, their geographic locations
are limited to the large metropolitan cities or some foreign country as acknowledged by Shako, S (2004).Adam, P.C & Ghose, R
(2003) has reiterated that the biggest change brought about by the matrimonial sites is the opportunity for interaction, the
prospective bride/groom can get to know each other through e-mail, chat and over the phone, so a extended courtship arises and
virtual dating precedes matchmaking. If the match does not work out, the process of disengagement is also easier and there is
reduced stigma in disengaging.

Customer Perception

Perception means that the act of discerning, realizing and becoming aware of through the senses. Customer perception varies from
a person to the other person, which means different people perceive different things at the same situation. Nowadays, retailers are
conscious of the customer satisfaction, which is important for the success of their marketing strategies (Gomez et al., 2004;
Betancourt et al., 2007). Customer satisfaction is considered as one of the key success factor in todays intensively competitive
business world (Jamal & Naser, 2002). According to Jaarsveld and Heerden (2007), brand image will be based on the customers
actual experience in a company instead of the advertising provided by company.

In fact, the existence of a positive correlation between store attribute perceptions and customer satisfaction was found in several
studies (Bernhardt et al., 2000; Szymanski and Henard, 2001). Companies must investigate truly the whole process of interaction
through the customer perception. It is because customers will change their perceptions from rational judgement to an emotive
judgement when the customers accumulated more familiar experiences towards the company and eventually customers are more
likely to concentrate on the result of the product or service consumption.

Customer Attitude

In simple terms, attitudes are a representation of our likes and dislikes. However attitudes go beyond this and have been described
as 'a lasting, general evaluation of people (including oneself), objects, advertisements or issues' (Solomon, M.R. et al, 2006, page
138).

Human nature is such that we all take action in favor of things that we like rather than things that we do not like. Consequently, it
is usually necessary for consumers to hold a positive attitude towards a product or service for them to form an intention to buy or
try it. However, simply having a positive attitude towards a product or service does not automatically result in a purchase
commitment. Researchers and academics have attempted to differentiate between the nature of object attitudes and behavior
attitudes where the consumer evaluates both attitude types prior to an actual purchase being made (Blackwell, R.D. et al, 2001).

However, it should be remembered that attitudes are not just held towards objects in the form of products and services, but they
are also held towards a business or organization, logos, celebrity endorsers, advertising and point of sale materials. Therefore, a
fast food outlet will be subject to an attitudinal consideration and response from consumers to both its corporate reputation and
marketing activity, as well as to the products that it sells (Blackwell, R.D. et al, 2001). Attitude is a very powerful influence on
consumer behavior. Allport (1935) believed that attitudes were so powerful that they determined how we interpreted what we
saw, heard, and thought and then what action we took as a result. To express it another way attitudes guide how we perceive, and
react to, the world around us.

Attitudes are also powerful because they influence the nature of our social relationships and how we interact with our cultural
environment (Solomon, M.R. et al, 2006). However, whilst some attitudes can be general and enduring, some can also be fickle

and subject to change. For example, a favourable attitude on behalf of an individual, towards fast food may gradually erode over
time if that attitude is not reinforced through psychological pressure from a peer group and/or through marketing pressure from
advertising activity (Blackwell, R.D et al, 2001). This power attributed to attitudes is the reason why attitudes have, for so long,
held a central place in the field of social psychology.

NEED FOR STUDY

This research is needed for youngsters and parents who are looking for matrimonial sits. In study the different matrimonial site
performance has been analyzed by measuring their service, allowing customers to assess how well the matrimonial has performs,
and how far they satisfy their customers. For this purpose, this research has been chosen to analyze different matrimonial sites
from customers in Chennai.

SCOPE OF STUDY

The study is limited to Chennai, urban and aims at the limited segment of youngsters and parents customers to study their
preference.

OBJ ECTI VES OF STUDY

To find out the various factors influencing the customer to go matrimonial sites
To know the usefulness and level of information provided by the matrimonial sites
To identify the perception of people visiting different matrimonial sites
To study the reason for customer's preference for a particular matrimonial service providers
To study the level of satisfaction obtained by the customer with the matrimonial sites
To find the association between attractive advertisement of websites and the information they are providing to
customers
To find the association between frequent visits by consumer and the level of promise delivery they are getting by
matrimonial.

LI MI TATI ON AND CONSTRAI NTS

The sample populations considered were mainly customer residing in the urban areas of Chennai. The elite social groups as also
low class / illiterate social groups were not included.

However the data collected and interpreted with utmost reliability and consistency but due to subjectivity and prejudice of a few
respondents, certain limitation like answers of the questionnaire depend upon the belief of customers, which they may differ from
the reliability

The survey conducted considering the time & space constraint: Chance of wrong answer cannot be ruled out; indirect measures
relied upon the customers attitude etc.

Hypothesis Formulation (HO)

H
01
: There is a significant relationship between age and preferable matrimonial sites.
H
02
: There is a mean difference among common usage, fast mode, safer mode, one stop shop, convenience of
matrimonial.
H
03
: There is a difference between large databases and matrimonial provides good service.
H
04
: There is no a significant difference in the mean of the matrimonial provides good service and customers refer
matrimonies to others.

RESEARCH METHODOLOGY

Research Design: Descriptive research design was undertaken in this research.

Sampling Technique: Judgment sapling technique was utilized from probability sampling method to select the sample from
Chennai.

Method of Data Collection: Survey method of primary data collection using combined interview and questionnaire adopted for
collection of primary data through field survey in Chennai from various customers. Secondary data has collected from books,
journal, newspaper and websites.

Statistical Tools: This research was analyzed through 5 tools. They are Chi square, One way Anova, Mann Whitney U test,
Kruskal Wallis test and Rank correlation.


DATA ANALYSI S

Chi Square

Chi square test is a non-parameter test that establishes the in dependence between variables. It is measured by comparing the
observed with those of expected frequencies based on the hypothesis. It is given by:

= (O-E) ^2 / E
O=Observed Frequencies
E=Expected Frequencies

Table-1

Age
Preferable Matrimony
20-25 26-30 31-35 36-40 Above 40 Total
Bharatmatrimony.com 19 28 30 9 16 102
Jeevansathi.com 7 15 10 4 2 38
Simplymarry.com 0 6 6 4 4 20
Kalyanamalai.com 20 31 39 18 16 124
Shadi.com 2 3 4 2 4 15
Indian Matrimonial 1 0 0 0 0 1
TOTAL 49 83 89 37 42 300
Sources: Primary Data

H
0
: There is a significant relationship between age and preferable matrimonial sites
H
1
: There is no significant relationship between age and preferable matrimonial sites

Table-2

E EI (0I-EI)
2
(OI-EI)
2
/EI
19 16.66 5.47 0.328
28 28.22 0.048 0.001
30 30.26 0.06 0.001
9 12.58 12.81 1.081
16 14.28 2.95 0.206
7 6.02 0.64 0.103
15 10.5 20.25 1.928
10 11.2 1.44 0.128
4 4.68 0.46 0.098
2 5.32 11.02 2.071
0 3.26 10.62 3.25
6 5.53 0.22 0.039
6 5.93 1.44 0.242
4 2.46 2.37 0.963
4 2.8 1.44 0.514
20 20.25 0.06 0.002
31 34.3 10.89 0.317
39 36.7 5.29 0.144
18 15.29 7.34 0.480
16 17.36 1.84 0.105
2 2.45 0.20 0.081
3 4.15 1.32 0.318
4 4.15 0.20 0.044
2 1.85 0.02 0.010
4 2.1 3.61 1.719
1 0.16 0.70 4.375
0 0.27 0.07 0.259
0 0.29 0.08 0.275
0 0.12 0.01 0.083
0 0.14 0.01 0.071
Total 19.173


Degrees of freedom = (C-1) (R-1) = (6-1) (5-1) = 5*4 = 20
Calculated value < Table Value = 19.173<31.410
H
01
: Null hypotheses is Rejected.

Decision

It is inferred that there is a significant relationship between age and preferable matrimonial sites.

Kruskal Wallis Test

It is used to test the null hypothesis Ho that k independent samples are drawn from the identical population. This test is an
alternative non-parametric test to the F- test for testing the equality of means in the one factor analysis of variance when the
experimenter wishes to avoid the assumption that the samples were selected from the normal population.

Matrimonial sites are:

Table-3

Rank for common usage R1 63 62 77 37 61
Rank for fast mode of matching R2 97 89 49 51 14
Rank for safer mode of matching R3 80 32 49 67 72
Rank for one stop shop convenience R4 22 58 54 77 89

Ho: There is a mean difference among 4 variables
H
1
: There is no mean difference among 4 variables

Table-4

R1 63 62 77 37 61
Rank 12 11 14.5 4 10
R2 97 89 49 51 14
Rank 20 18.5 5.5 7 1
R3 80 32 49 67 72
Rank 17 3 5.5 13 16
R4 22 58 54 77 89
Rank 2 9 8 14.5 18.5

R
1
=51.5 R
2
=52 R
3
=54.5 R
4 =
52 k
N = 12/n (n+1) (Ri ^2 /n i) 3 (n+1)
i =1
=12/20(20+1) [ (51.5)
2
/5 + (52)
2
/5 + (54.5)
2
/5 + (52)
2
/5 ] 3(20+1)
=12/420 [2206.1] -63
=0.0314
Degrees of freedom = k-1 = 4-1 =3 at 5% = 5.991
Calculated value < Table Value = 0.0314 < 5.991
H
02
is accepted.

Decision

From the above calculation, it is inferred that there is a mean difference among common usage. Fast mode, safer mode,
one stop shop convenience.

Rank Correlation

Rank correlation is a measure of the correlation that exists between the two sets of ranks, or it is a measure of degree of
association between the variables that we would not have been able to calculate otherwise.
H = 12 R^2 - 3 (n+1)
n (n+1) i =1 n i


Matrimonial Sites Visitors:

Table-5

Rank for children R1 91 70 57 82
Rank for relatives R2 56 73 121 50
Rank for friends R3 58 87 57 98

Table-6

R1 R2 R3 Rank
For R1
Rank
For R2
Rank
For R3

(R1-R2)

(R1-R2)^2

(R2-R3)

(R2-R3)^2

(R1-R3)

(R1-R3)^2
91 56 58 4 2 2 2 4 0 0 2 4
70 73 87 2 3 3 -1 1 0 0 -1 1
57 121 57 1 4 1 -3 9 3 9 0 0
82 50 98 3 1 4 2 4 -3 0 -1 1
18 18 6

= 1-6 (18)/ 4 *4^2-1) = = 1- 108/4*15 = =.8

= 1-6 (6)/ 4 *15^2-1) = 1- 36/60 =.4

R1 R2 R3
.8 .8 .4

Decision

It is inferred that most of the visitors use matrimonial sites for their child and relatives rather than friends.

Mann-Whitney U-Test

It is a nonparametric method used to determine whether two independent samples have been drawn from populations with same
distribution. This test is also known as u-test. This method helps us to determine whether the two samples have come from
identical populations.

Z=

Table-7

Large data base (N1) 63 65 67 57 48
Matrimonial provides good service (N2) 213 87 - - -

n
6 d^2 i
Rs = 1- i=1
n(n^2 -1)

n
6 d^2 i
R
12
= 1- i=1
n(n^2 -1)

n
6 d^2 i
R23 = 1- i=1
n (n^2 -1)


H
0
: There is a difference between large databases and matrimonial provides good service
H
1
: There is a no difference between large databases and matrimonial provides good service

Table-8

Ranks 1 2 3 4 5 6 7
Values 48 57 63 65 67 87 213

63 65 67 57 48 213 87

n
1
=5, n
2
=2, R
1=
15

Z=

U=n
1
n
2
+n
1
(n
1
+1) / 2 - R
1

= 5(2) + 5(5+1) / 2 -15 = 10

E (U) = n
1
n
2
/ 2

= 5*2 / 2 = 5

u
=

= 2.58

Z=
= 1.937

IzI =1.937

Level of significance 5% Z1.96

IzI Z
1.937 1.96
H
03
is accepted.

Decision

It is inferred that large database in a matrimonial will not influence in good service to users.

Anova

The analysis of variance is a method, which separates the variation ascribable to one set of causes from the variation ascribable to
other set. In another words, analysis of variance is a method of splitting the total variation of data into constituent parts, which
measures different sources of variation.

Correlation Factor (C.F) =
(or)

Rc N

Table-9

Customers refer matrimonies to others 98 145 51 6 0
Matrimonial provides good service (N2) 213 87

H
0
: There is no a significant difference in the mean of the matrimonial provides good service and customers refer
H
1
: There is a significant difference in the mean of the matrimonial provides good service and customers refer


Table-10
Ti Xij^2
Customers refer matrimonies to others 98 145 51 6 0 300 33266
Matrimonial provides good service (N2) 213 87 300 52514
311 232 51 6 0 600 85780

Ho: 1 = 2
H
1
: 1 2

Correlation factor (C.F) =
(or)

Rc N

= (600)^2/7 = 51423

Total sum of the square (SST) = ij xij^2 C.F
= 85780 -51423 = 34357

Sum of the square s/w variance (SSC) = I (
) /C

=
/5+
/2 C.F
= 18000 +45000 51423 = 11577

Error sum of the square SSE =SST-SSC
= 34357- 11577 = 22780

Table-11

Source of Variance Sum of Square d.f Mean Sum of Square F cal F tab
6/10 variance (SSC) 11577 k-1
2-1=1
Msc = ssc/k-1
=11577
11577/4615
=2.47
F115 6.61
Within sam (SSC) 22780 N-k
7-2=5
4615
Total (SST) 34357 6

Therefore calculated value < tabulated value = 2.47< 6.61

H
04
is accepted.

Decision

There is no significant difference in mean of the matrimonial provides good service and customers refer matrimonies to
others.

Graphical Representation of Respondents Demographics

Graph-1: Gender


Male, 201
Female, 99

Graph-2: Age


Graph-3: Occupation


Table-4: Qualification


Graph-5: Marital Status

0
50
100
20-25
26-30
31-35
36-40
Above 40
49
83 89
37
42
0
10
20
30
40
50
60
55
24
37
21
44
31
26
Diploma
Course, 34
Under Graduate,
82
Post Graduate,
151
PhD, 33
0 50 100 150 200
Single
Married
Divorced
Widows
161
135
3
1

Graph-6: Preferable Matrimonial By Chennai Customers


FI NDI NGS

Majority of the customers in Chennai prefer Kalyanamalai matrimony and Bharath matrimony. National wide service is the major
reason to prefer matrimonial sites by customers in Chennai. Newspaper and television & radio are the major sources of
advertisement to create awareness of matrimonial sites among the customers. Majority of the respondents are feels that the service
charge collected my matrimonial is moderate. Easy access with availability of information is the major purpose of visiting
matrimonial sites by customers.

Majority of the respondents ranked the matrimonial sites based on their services as fast mode of matching of brides & grooms
offer one stop shop convenience, safer mode of matching, common usage for match making and large database. Greater part of
the respondents ranked the users of matrimonial sites as for relatives, for self, for friends and for their childrens. It is oblivious
that 55% of the respondents are said television is one of the major effective media of advertisement for matrimonial sites. Most of
the respondents inferred that matrimonial sites are relevant today due to multiple choices of bride and groom.

Majority of the respondents are believes that excellent classification of profiles and user friendliness will make matrimonial sites
successful. 41% the respondents are satisfied the quality promotion of matrimonial sites.

40% the respondents are satisfied the content of matrimonial sites profiles. 35% the respondents are satisfied the time taken by
matrimonial sites. 44% the respondents are satisfied the security service of matrimonial sites.

40% the respondents are satisfied the options or variety of brides and grooms available in matrimonial sites.

Majority of the respondents observed that privacy is the major drawback of matrimonial sites. Decrease of matrimonial schemes
fees will be the major considerable factor to improve unbeaten matrimony.

It is inferred 71% of the respondents thinks that matrimonial sites provides good service to customers.

40% of the respondents are agreed that customers visit matrimonial sites on frequent basis.

37% of the respondents are partly agreed that matrimonial site is really served for the customer needs and requirements.

40% of the respondents are agreed that visiting matrimonial by customer is trust worthy.

49% of the respondents are partly agreed that time taken by the matrimonial sites to match customers is satisfactory.

39% of the respondents are partly agreed that level of website to deliver that promise is satisfactory.

48% of the respondents are agreed that customer matrimonial sites to their friends, family and colleagues.

40% of the respondents are agreed that the information provided by the matrimonial sites is relevant. 45% of the respondents are
agreed that the matrimonial sites generally use attractive advertisements.

36% of the respondents are partly agreed that majority of the customers are depends on matrimonial sites.
Bharatmatrimony.c
om
102
Jeevansathi.com
38
Simplymarry.com
20
Kalyanamalai.com
124
Shadi.com
15
Indian
Matrimonial
01

37% of the respondents are partly agreed that the marriage adopted by the matrimonial sites is successful.

33% of the respondents are agreed that the majority of the youngsters prefer matrimonial sites. Chi square inferred that there is a
significant relationship between age and preferable matrimonial sites.

KruskalWallis Test inferred that there is a mean difference among common usage, fast mode, safer mode, one stop shop
convenience. Rank correlation inferred that most of the visitors use matrimonial sites for their child and relatives rather than
friends. Mann-whitney u-test inferred that large data base in a matrimonial will not influence in good service to users. Anova
inferred that there is no a significant difference in the mean of the good service provided by matrimonial and customers refer

SUGGESTI ONS

1. Matrimonial sites can consider their service charges according to their facility provided by them.

2. In view of the fact that matrimonial sites is not a social network even though some customers are using matrimonial
sites for fun, which should be avoided.

3. Majority of customers are using matrimonial sites for self and relatives, which could be increased with the help of more
advertisements.

4. Live chat option may include to know about bride and groom each other.

5. Since some wedding brokers are taking profile from matrimonial sites and using for their self-profit, which should be
restricted and necessary steps, can be taken to avoid redundant logins.

6. Employees of matrimonial sites used to make a call and forcing customers to become a paid member, who can be short-
listed. Enough information can be given on the sites itself.

7. During the creation of an account in matrimonial sits, certain options can be included like adding career proof and
navigation of residential address to reduce fraudulent activities.

8. Customers expected categorized profiles might send to them for creation of interest in the mind of the customer towards
matrimonial sites.

9. Most of the youngsters prefer matrimonial sited so contents in the matrimonial can be better to attract them.

10. Success stories of matrimonial sites can be added with updating in their sites to create good impression among the
customers.

CONCLUSI ONS

The overall customer perception and attitude towards matrimonial sites in Chennai is good. Since customers are using
matrimonial sites on frequent basis so more flexibility in software and technology can adopt by the matrimonial sites to attract and
increase more customers. The range of customers visiting matrimonial sites become huge especially parents use matrimonial to
search bride or groom for their children and youngsters use matrimonial to select good life partner to them. Matrimonial sites
should take necessary steps to avoid fraudulent activities so that they can create trust among the customers.

Especially special laws can be introduced to punish the person who misuses the matrimonial sites. Home page of matrimonial
sites should also contain terms and conditions to use matrimonial sites so that customers will be aware of the purpose of it. This
research hints that the matrimonial site should give attention to its marketing strategy on enhancing the attributed of different
schemes, attractive advertisements, privacy and cost.

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