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7/27/2019 CONSUMER BUYING BEHAVIOR (MR).pptx
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CONSUMERBUYING BEHAVIOR
FORWASHINGMACHINE
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MARKETING RESEARCH
QUESTIONNAIRE
FOR
PRE-PURCHASE BEHAVIOUR TOWARDS WASHING MACHINE
Name ________________________
Age ________________________
Gender ________________________
Please mark a tick in the appropriate box of your choice.
OBJECTIVE I: To find out the factors influencing the consumers purchase
behavior towards washing machine
Likert Scale:
1. Strongly Agree
2. Agree
3. Neutral
4. Disagree
5. Strongly Disagree
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S. No. STATEMENTS 1 2 3 4 5
1 Price is an important factor before purchase of any washing
machine.
2 A well established brand name plays an important role in the
purchase decision.3 Purchase is affected by dealers or sales persons suggestion.
4 Purchase is influenced by family & friends opinions.
5 Purchase is given preference during festive season to avail
offers & discounts.
6 Celebrity endorsements influence the buying behavior.
7 After sale services is an important criterion for deciding upon
which washing machine to buy.
8 Durability/longevity plays an important role in purchasedecision.
9 People prefer to buy during exchange offers.
10 Washing machine can serve as status/luxury symbol.
11 Amount of water consumption & washing powder consumptionaffect purchase decision.
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Brand Name PreferenceWhirlpoolLGIFBSamsung
Videocon
ElectroluxAny other
OBJECTIVE II: To study the most preferred brand of washing machine.
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Type of Washing machine PreferenceTop loading manual functioningTop loading automaticFront loading semi-automaticFront loading fully automatic
OBJECTIVE III: To study the most preferred type of washing machine.
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RESEARCH METHODOLOGY
Nature of Research:
Quantitative type of research has been used, as all the data collected via
survey is based on numerical figures. Therefore, the study was descriptivein nature with survey method being used to complete the study.
Types of questions
The questions were straight forward & self-administered with the view toobtain maximum information from the respondents.
Data Collection
Primary Data- has been collected through the questionnaire keeping in
mind that the answers of respondents are relevant, accurate &
unbiased.
Secondary Data- consists of information that already exists like research
papers & journals, to understand the consumer behavior for washing
machine.
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Sample Design:
Sample Size:
The sample size was 50 consumers.
The population includedwashing machine users from CrossingsRepublik, Ghaziabad. The data was collected through personal
contact. Sampling element included individual respondents.
Sampling Unit:The respondents who were asked to fill the questionnaire are
the Sampling Unit. These comprises of males & females; house
makers or working.
Area Selected:
Consumers of Crossings Republik, Ghaziabad using washing
machines (Semi Urban Consumers) were selected for the
survey.
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Period of The Study:
The present study has been conducted during September 2013.
Tools for Data Collection:
Self-designed Questionnaire was used for collecting data from the
respondents.
The data was collected on a scale of 1 to 5 where 1 indicated Strongly
Agree and 5 indicated Strongly Disagree with the statement.
Tools for Data Analysis:
Item to total correlation was applied to check the internal consistency
of the questionnaires.
The measure was standardized through computation of reliability and
validity.
Factor analysis was applied to identify the under lying factors.
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RESULT AND DISCUSSION
Internal Consistency Test
Iterative item to total correlation was applied on the
responses received from the total sample of
consumers.
The items having higher correlation coefficient value
than the cut off value were retained for further
analysis.
There were 11 items out of which all were acceptedin the final Purchasing Behavior measure except 1
i.e. Family & Friends opinion.
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CONTD.
Reliability Test
Reliability tests were applied on the purchasing
behavior measure using SPSS and the value of
Cronbach Alpha reliability coefficient was found to
be 0.905.
Factor Analysis
Principal Component factor analysis with Varimaxrotation and Kiser normalization was applied. The
factor analysis of Purchasing Behavior converged
20 items into 5 factors.
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ITEM TO TOTAL CORRELATION CALCULATED
VALUE
Standard value
For the sample size of 50 students
r = Square root of {3.8416/(1+n)}
r = 3.8416/51.8416
r = 0.2722
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S. No Statements Values
1 Price 0.487672
2 Brand Name 0.473511
3 Dealers suggestion 0.394730
4 Festive seasons 0.866067
5 Celebrity endorsements 0.443142
6 After Sales Service 0.663138
7 Durability/Longevity 0.536370
8 Exchange offers 0.461431
9 Status/Luxury symbol 0.679464
10 Amount of water & washing powder consumption 0.736007
RESULTS OF ITEM TO TOTAL CORRELATION
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FACTOR ANALYSIS(KMO VALUE)
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .871
df 190
Sig. .000
Showing Results of Factor Analysis (Purchasing Behavior)
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Factor name Eigen value Variable convergence Loading
Total % Of Variance
1.Quality 7.481 37.404 Mileage .688
Price .685
Brand .670
Comfort and safety .617
CNG and GPS .613
Security .574
Spare parts .554
Power steering .516
After sales service .477
2. Reliability 1.750 8.752 Pickup .798
appearance .708
Maintenance cost .659
3. Automation 1.321 6.604 Automatic gearingsystem
.742
Button start .670
Open roof .668
4. Safety 1.203 6.013 ABS .751
Ground clearance .602
Hybrid technology .533
Radial tyres .519
5.SIZE 1.013 5.065 Bigger size .885
Showing Results of Factor Analysis (Purchasing Behavior)
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CONCLUSION
From the study it was concluded that the factors
Quality, Reliability, Automation, Safety and size
affects the overall buying behavior of the consumer.