7. Research Analysis
Objectives
Analysing the factors affecting buyer
behaviour of consumers
Identifying the gap in distribution
network and providing solution to reduce
them
Promoting the Brand KARA among
retailers and consumers to increase the
sales of the KARA wet wipes
Gathering customer and product
information to determine customer needs
process sales .
Research methodology
Descriptive Method
Nominal,Ratio scale
SPSS,Descriptive ,Factor loading,
cronbach’s alpha reliability ,
Regression
Sample Size 69
Journals refereed GJM,IJEM,JCA
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8. Output Table
Factor Item Number Mean Value Cronbach's Alpha Value
F1-Packaging 4 4.058 0.765
F2-Motivation 3 3.647 0.61
F3-Quality 3 4.121 0.698
F4-Price 3 3.087 0.623
F5-Offers 2 2.725 0.589
Figure 2( Reliabilty analysis)
Figure 1(Factor analysis result)
Factor Loading Eigen Value Variance Explained
Packaging 4.812 14.869
Packaging of wipes is an
important factor for
purchasing?
0.826
The wipes should be
available in more than
one variant?
0.697
The wipes should have
different feature for
different skin tone?
0.669
The packaging of the
wipes should be
attractive?
0.567
Motivation 2.163 29.344
Wipes purchase is done
on known one
recommendation?
0.81
Advertisement should
be done of wipes?
0.713
Brand loyalty is kept in
mind while purchasing
wipes?
0.576
Quality 1.71 42.573
The quality of wipes
should be described
well?
0.576
I prefer Quality over
price for wipes usage?
0.809
Wipes should be
available in different
quantity?
0.653
I prefer Price over
quality for wipes usage?
-0.604
Price 1.51 55.111
I prefer to purchase wipes
having low price ?
0.794
I purchase wipes only
when needed?
0.653
Celebrity endorsement is
must for wipes?
0.536
Offers 1.118 66.546
We purchase any wipes
present on display?
0.769
We ;purchase wipes on
offers?
0.673
Shopkeeper's
recommendation play an
important role while
purchasing wipes?
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10. Analysis & Result
H1: There is a significant association of the quality of wipes and motivation of
purchase decision of consumers.
H1: There is a significant association between price of wipes and motivation
of purchase decision of consumers.
H1: There is a significant association between packaging and motivation of
purchase decision of consumers.
H0: There is no significant association between offers and motivation of
purchase decision of consumers
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13. Suggestions & Recommendations
DSO should be appointed there
Launch visibility campaigns for awareness
Replacement of expired inventory
Attractive margin schemes for retailers and distributors
Regular follow-up and visits in market
Separate shelf space for KARA wipes
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