www.theinternationaljournal.org > RJSSM: Volume: 03, Number: 12, April 2014 Page 78 Competitive trends and Satisfaction levels of Customers of white goods in India Prof. Kameswara Rao Poranki Professor in Department of Marketing, FAFS, AL BAHA University, Saudi Arabia & Dr. Mohammed Abul Khair Asst.Professor in Department of Marketing, FAFS, AL BAHA University, Saudi Arabia & Mr.Abdulaziz Khalid Alotaibi Lecturer in Department of Marketing, FAFS, AL BAHA University, Saudi Arabia Abstract The primary purpose of this research paper is to bring together apparently proven and suitable international standards of research and find out the competitors trends and level of customer satisfaction and present the strategies to be devised by the companies. To gain market share any company need to improve its strategies in sales and marketing of their more customized products. This requires right marketing strategies is challenging due to various factors influencing customer purchasing decisions. Now-a-days customers are more intelligent, knowledgeable and know well about the quality, price, warranty or guaranty, distribution channels brand names or brand priorities. Originality/value: This paper associates a significant body of literature within a customized research unifying practical framework and identifies the areas of competitors trends and levels of customer satisfaction in the given market under study. Key words: White goods, Customer Preferences, Customer Satisfaction, Purchasing Behavior, Household products, Distribution Channels Paper type: Research paper Introduction The researchers has analyzed the customer or consumer behavior in the selected area like Madurai, Tamil Nadu, India. The key findings are consumer behavior and factors influencing the behavior of the customers, various kinds of latest technologies used to attract the customer loyalty. White goods is a major appliance, or domestic appliance, is usually defined as a large machine which accomplishes some routine housekeeping task, which includes purposes such as cooking, or food preservation, whether in a household, institutional, commercial or industrial setting. An appliance is differentiated from a plumbing fixture because it uses an energy input for its operation other than water, generally using electricity or natural gas. An object run by a watermill would also be considered an appliance. The term white goods or white ware is also used for these items, primarily where British English is spoken, although definitions for the term "white goods" can differ. In the United States, the term white goods more commonly refers to linens rather than appliances. Objectives of this Research  To identify the competitors trends of the companies those who are manufacturing and selling white goods such as refrigerators in a Madurai city in India.  To know the consumer satisfaction level regarding the availability washing machine of the three companies in Madurai city in India.