1. The study examines Malaysian consumers' shopping behavior and factors influencing repurchase intentions for selected consumer goods.
2. A survey was conducted of 1000 consumers, of which 500 responses were analyzed. The study developed a framework relating product attributes, demographics, interpersonal influence, and repurchase intentions.
3. Regression analysis found that for high involvement products, quality, brand name, informational influence, and product information significantly predicted repurchase intentions, while for low involvement products, price and brand name were significant predictors. Interpersonal influence did not significantly affect repurchase intentions for either product type.
The document summarizes a research study that examined Malaysian consumers' shopping behaviors and factors influencing repurchase intentions. The study developed a framework to analyze the relationships between product attributes, demographics, interpersonal influence, and repurchase intentions. A survey of 500 Malaysian consumers found that: 1) Purchase importance and influencing factors varied for high vs low involvement products. 2) Quality, price, brand, and information strongly predicted repurchase intentions for high involvement products, while price and brand were most important for low involvement products. 3) Interpersonal influences did not significantly impact repurchase intentions regardless of product type. The research contributes to understanding consumer purchase behaviors and can help marketers improve strategies.
Cosnumers intention of buying private label brands in food and grocery retail...IAEME Publication
1) The document is a research paper that examines consumers' intention to purchase private label brands (PLBs) in the food and grocery retail sector in Chennai, India.
2) A survey of 800 consumers in Chennai found that consumers' purchase intention of PLB food and grocery items is influenced most by their perceived benefits, perceived quality, perceived risk, and perceived economic situation.
3) Factor analysis identified three key factors that influence consumers' perceptions of PLBs: perceived risk of PLBs, perceived quality of PLBs, and intention to purchase PLB food and grocery items.
Importance of Food Packaging and Its Relation to the Consumer's Demographic ...inventionjournals
This document discusses a study on the relationship between food packaging and consumer demographics. The study surveyed 60 consumers in Mysore, India about the importance of various packaging attributes. Statistical analysis found that income had a significant association with important packaging elements, with higher-income consumers caring more about features like variety of sizes. However, gender, age and education were not significantly related to perceptions of packaging importance. The findings suggest food companies should focus marketing strategies involving enhanced packaging on higher-income target segments.
This document discusses factors that affect the location choices of street vendors in Science City, Muñoz, Nueva Ecija, Philippines. It first provides background on the role and importance of street vendors in the Philippines' economy, noting that they make up 72.5% of employment in the informal sector. It then reviews literature on the evolution of markets and consumer behavior, the role of ethnicity, and the roles of government in regulating street vending. The purpose of the study is to provide baseline data on how street vendors choose locations and to help minimize their costs of competition by understanding the key determinants of their location decisions.
The document provides an acknowledgement and abstract for a project on consumer behavior and purchasing decisions related to laptops.
The acknowledgement thanks various individuals who provided support and guidance in completing the project, including the director of the institute, a professor who provided guidance and support, and fellow students.
The abstract introduces the topic of studying the factors that influence consumers' purchase decisions of laptops and whether there are differences among consumer groups (stayers, satisfied switchers, dissatisfied switchers) in the importance given to these factors. It also discusses understanding the attitudes of these three customer groups to help with retention and loyalty strategies.
This Presentation covers the Decision-making process in three parts as
2.1Decision Making- Buying Motives, Buying Roles, Definition, Types of decisions
2.2Consumer Decision Making, Implications for a Marketer, Compensatory and Non-compensatory decision rules
2.3 Levels of Decision making- (i) Extensive problem solving (EPS) (ii) Limited problem solving (LPS) (iii) Routinized problem solving (RPS) or routinized response behavior.
The study aims to measure the customers’
expectation levels of service quality in the food retail sector
against their perceptions levels of the service quality at
Nakumatt hypermarkets and to determine the gap
between customers’ expectations and their perceptions of
the service quality.
A descriptive research design was adopted to carry out
the research. Using a SERVQUAL survey instrument
based on the Dabholkar RSQS model this study was
conducted with customers from Nakumatt stores in
Nairobi Kenya. . Through a self reported questionnaire,
150 respondents were approached using a convenience
sampling method from the store locations.
Key findings include confirmation that customers have
higher expectations for service quality in retail
supermarkets than is anticipated. Gap 5, which is a gap
between customers’ Expected Service and customers’
Perceive This study does not differentiate applicability of
the RSQS in the different formats of the retail store.
Future research should examine the impact of the different
retail formats in using the scale for measuring retail
service quality. Also the customers were a little reluctant
in revealing the information because of the lengthiness of
the questionnaire.
This is one of the few studies which attempted to
investigate customers’ expectations of service quality in
retail supermarket in Kenya. d Service, was identified.
Determinants of consumer purchase decisions in zero rated hotels in eldoretJoseph Musyoki
This documents examines the factors that affect the decisions of consumers when they are making purchases of good and services especially in the hospitality industry. it will enable the readers to understand the extent of the influence of the determinants of consumer behaviour
The document summarizes a research study that examined Malaysian consumers' shopping behaviors and factors influencing repurchase intentions. The study developed a framework to analyze the relationships between product attributes, demographics, interpersonal influence, and repurchase intentions. A survey of 500 Malaysian consumers found that: 1) Purchase importance and influencing factors varied for high vs low involvement products. 2) Quality, price, brand, and information strongly predicted repurchase intentions for high involvement products, while price and brand were most important for low involvement products. 3) Interpersonal influences did not significantly impact repurchase intentions regardless of product type. The research contributes to understanding consumer purchase behaviors and can help marketers improve strategies.
Cosnumers intention of buying private label brands in food and grocery retail...IAEME Publication
1) The document is a research paper that examines consumers' intention to purchase private label brands (PLBs) in the food and grocery retail sector in Chennai, India.
2) A survey of 800 consumers in Chennai found that consumers' purchase intention of PLB food and grocery items is influenced most by their perceived benefits, perceived quality, perceived risk, and perceived economic situation.
3) Factor analysis identified three key factors that influence consumers' perceptions of PLBs: perceived risk of PLBs, perceived quality of PLBs, and intention to purchase PLB food and grocery items.
Importance of Food Packaging and Its Relation to the Consumer's Demographic ...inventionjournals
This document discusses a study on the relationship between food packaging and consumer demographics. The study surveyed 60 consumers in Mysore, India about the importance of various packaging attributes. Statistical analysis found that income had a significant association with important packaging elements, with higher-income consumers caring more about features like variety of sizes. However, gender, age and education were not significantly related to perceptions of packaging importance. The findings suggest food companies should focus marketing strategies involving enhanced packaging on higher-income target segments.
This document discusses factors that affect the location choices of street vendors in Science City, Muñoz, Nueva Ecija, Philippines. It first provides background on the role and importance of street vendors in the Philippines' economy, noting that they make up 72.5% of employment in the informal sector. It then reviews literature on the evolution of markets and consumer behavior, the role of ethnicity, and the roles of government in regulating street vending. The purpose of the study is to provide baseline data on how street vendors choose locations and to help minimize their costs of competition by understanding the key determinants of their location decisions.
The document provides an acknowledgement and abstract for a project on consumer behavior and purchasing decisions related to laptops.
The acknowledgement thanks various individuals who provided support and guidance in completing the project, including the director of the institute, a professor who provided guidance and support, and fellow students.
The abstract introduces the topic of studying the factors that influence consumers' purchase decisions of laptops and whether there are differences among consumer groups (stayers, satisfied switchers, dissatisfied switchers) in the importance given to these factors. It also discusses understanding the attitudes of these three customer groups to help with retention and loyalty strategies.
This Presentation covers the Decision-making process in three parts as
2.1Decision Making- Buying Motives, Buying Roles, Definition, Types of decisions
2.2Consumer Decision Making, Implications for a Marketer, Compensatory and Non-compensatory decision rules
2.3 Levels of Decision making- (i) Extensive problem solving (EPS) (ii) Limited problem solving (LPS) (iii) Routinized problem solving (RPS) or routinized response behavior.
The study aims to measure the customers’
expectation levels of service quality in the food retail sector
against their perceptions levels of the service quality at
Nakumatt hypermarkets and to determine the gap
between customers’ expectations and their perceptions of
the service quality.
A descriptive research design was adopted to carry out
the research. Using a SERVQUAL survey instrument
based on the Dabholkar RSQS model this study was
conducted with customers from Nakumatt stores in
Nairobi Kenya. . Through a self reported questionnaire,
150 respondents were approached using a convenience
sampling method from the store locations.
Key findings include confirmation that customers have
higher expectations for service quality in retail
supermarkets than is anticipated. Gap 5, which is a gap
between customers’ Expected Service and customers’
Perceive This study does not differentiate applicability of
the RSQS in the different formats of the retail store.
Future research should examine the impact of the different
retail formats in using the scale for measuring retail
service quality. Also the customers were a little reluctant
in revealing the information because of the lengthiness of
the questionnaire.
This is one of the few studies which attempted to
investigate customers’ expectations of service quality in
retail supermarket in Kenya. d Service, was identified.
Determinants of consumer purchase decisions in zero rated hotels in eldoretJoseph Musyoki
This documents examines the factors that affect the decisions of consumers when they are making purchases of good and services especially in the hospitality industry. it will enable the readers to understand the extent of the influence of the determinants of consumer behaviour
The document presents a research study on the impact of environmental factors on customer purchasing behavior in high-end shopping malls in Karachi, Pakistan. It includes an introduction, literature review, research methodology covering sampling of 200 customers from 4 malls and data collection through questionnaires, data analysis and findings. Key findings were that customers were satisfied with shopping mall environments, and that music, fragrance, food courts and other facilities had significant impacts on their shopping behaviors and decisions to revisit malls. Future research avenues on the effects of lighting, temperature and product colors were proposed.
This document summarizes a research article that examined consumer vulnerability to perceived product similarity. The study had three main goals: 1) Test the validity of a perceived product similarity scale developed in Germany on UK consumers; 2) Examine how perceived product similarity relates to brand loyalty and word of mouth; 3) Identify if segments of consumers with different levels of perceived product similarity exist. The researchers hypothesized that as perceived product similarity increases, brand loyalty decreases but word of mouth increases or decreases depending on how consumers attribute the cause of their perceived similarity. The study aimed to contribute to understanding consumer cognitive vulnerability.
Consumer research involves both qualitative and quantitative methods to understand consumer insights. The consumer research process has six steps: defining objectives, collecting secondary data, designing primary research, collecting primary data, analyzing data, and preparing a report. Research methods can be qualitative like interviews and focus groups, or quantitative like surveys and experiments. Both positivist and interpretivist approaches are used to understand consumer actions and consumption practices.
This document summarizes a study that investigated how consumers' decision-making processes influence their online shopping behavior. The study observed subjects performing an online shopping task and found differences in behavior based on whether subjects consulted or followed an online product recommendation. Subjects who consulted but did not follow the recommendation had a more complex shopping behavior than those who did not consult or who consulted and followed the recommendation, such as viewing more pages and spending more time. The type of product being searched for (search vs. experience) was also found to influence shopping behavior.
This document provides an overview of key concepts from Chapter 1 of a textbook on consumer behavior and marketing management. It discusses consumer benefits, the total product concept, market segmentation strategies, positioning, consumer decision-making models including the EKB model, and external influences on consumer behavior. The overall objectives are to understand why consumers make purchasing decisions and how marketers can improve their understanding of consumers.
This document discusses a study that aimed to determine which product attributes influence consumers' purchase decisions regarding malt drinks in Enugu State, Nigeria. A survey was conducted with 323 malt drink consumers using a questionnaire. The findings revealed that brand name, attractive packaging, and celebrity endorsement significantly influence purchase decisions, while taste and price do not have a significant influence. The document provides background on the study, including defining product attributes and discussing attributes relevant to malt drinks like price, brand name, packaging, celebrity endorsement, and taste. It also reviews literature on consumer purchase behavior and the consumer decision-making process.
Consumers' attitudes towards look alike packaging in bangladesh- a study on e...Sabakun Shetu
This document summarizes a study on consumers' attitudes towards similar packaging of two biscuit brands in Bangladesh: Energy Plus biscuits and Mr. Energy biscuits. The study found that the packaging design of the two brands is very similar, using the same colors which confuses consumers and sometimes causes them to purchase the wrong brand accidentally. Through a survey of 127 consumers, the study found that 50% of respondents said similar packaging design was the most persuasive factor in accidentally purchasing the copy brand. The document concludes that manufacturers should better differentiate their packaging to avoid confusing consumers and losing sales to copy brands.
This document discusses consumer decision making and behavior. It identifies 5 factors that influence consumer decisions: involvement, time, cost, information search, and alternatives considered. It then describes 3 types of consumer decisions: cognitive, habitual, and affective. The stages of cognitive decision making are outlined as problem recognition, information search, evaluation of alternatives, product choice, and post-purchase evaluation. Habitual and affective decision making are also briefly discussed.
This document summarizes a study on the impact of packaging factors on consumer behavior for fast-moving consumer goods (FMCG) in Hyderabad, India. The study examined how product-related packaging factors like product safety, eco-friendly packaging, and quality packaging influence consumer purchasing behavior. An online survey of 825 respondents was conducted and analyzed using statistical methods. The results showed that packaging factors have a statistically significant impact on consumer elements and purchasing behavior. Specifically, education level and income were found to have a strong correlation with packaging factors, and product safety, eco-friendly, and quality packaging had a strong relationship with consumer purchasing behavior.
1. The document analyzes factors influencing consumer buying behavior when purchasing smartphones. It conducted a survey of 100 students and staff at VIT University in Vellore, India.
2. The survey found that 87% of respondents were male and brand and price were the most important factors considered when purchasing a smartphone. Most respondents purchased smartphones from dealers and retailers and paid in cash.
3. The majority of respondents purchased smartphones that cost between 5000-10000 Indian rupees. The top findings were that males comprised most respondents and that brands play an important role in purchasing decisions for branded products.
This document summarizes a research study that examined the impact of informational package elements on university students' purchase decisions of breakfast cereal products in Masvingo, Zimbabwe. The study found that the brand name, nutritional information about energy and sugar content, and instructions for use were critical determinants of students' purchase decisions. The implications are that marketers should strategically manage these informational elements, as they directly influence consumer interest and shape purchase behavior. A descriptive research design was used, collecting data through questionnaires from a random sample of 100 university students about the influence of brand elements, nutritional information, and food label information on their cereal purchases.
This study examines how to develop and manage regional umbrella brands for wine. It introduces a model based on dimensions of wine region equity from the consumer's perspective. An empirical study measured consumers' preferences for wines from different origins and the benefits they seek in wine, such as quality, price, social, emotional, environmental, and altruistic benefits. The findings suggest that most of these benefit factors predict consumer preferences. Linking benefits to consumer lifestyle characteristics allows tailoring regional branding strategies to specific market segments.
There are three levels of consumer decision making based on the effort expended: extensive problem solving (EPS) for new, unfamiliar products requiring substantial information gathering and time; limited problem solving (LPS) for familiar categories where preferences are not fully established, requiring some additional research; and routine problem solving (RPS) for habitual, automatic purchases of previously chosen products or brands requiring little information.
A Study on Consumer Behaviour Among Retail Outlets in Chennaiijtsrd
In this research paper researchers basically focused on behaviour of consumer mainly on purchasing pattern, frequency, price, period of purchase and various factors deciding the purchase. Researchers observed that the customers prefer retail outlets because of price discount, followed by colour, quality and fitting. Researchers have also observed that generally the customer purchase the product during festive season followed by off season. It was found that there is a significant difference between the expectations of coupons for purchasing readymade garments and income level of consumers. Mrs. A Nishath Sultana | Saabhreen Nisha "A Study on Consumer Behaviour Among Retail Outlets in Chennai" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-4 | Issue-6 , October 2020, URL: https://www.ijtsrd.com/papers/ijtsrd33621.pdf Paper Url: https://www.ijtsrd.com/management/consumer-behaviour/33621/a-study-on-consumer-behaviour-among-retail-outlets-in-chennai/mrs-a-nishath-sultana
This document provides an overview of Maggi noodles and Nestle's marketing strategies in India. It begins with an introduction to Maggi's history in India and how Nestle shifted its target market from working women to children and mothers. The document then provides details on Maggi's product profile, extensions, branding, advertising campaigns, market segmentation, and consumer decision-making process. It analyzes how Nestle positioned Maggi as a fast, convenient and fun snack and gained popularity through aggressive promotions, emotional advertising, and understanding Indian consumers' needs and buying behaviors.
report on consumer preference w.r.t to coffeegauravishah90
This report analyzes customer preferences between Nescafe and Bru coffee brands based on a survey of 50 respondents. The key findings are that Nescafe is preferred over Bru, with 35 respondents choosing Nescafe. Taste was found to be the most important factor influencing brand choice. Most respondents drink coffee once per day and are satisfied with their chosen brand and its advertising.
The document discusses consumer buying behavior and the factors that influence purchase decisions. It describes the consumer buying decision process as having 5 stages: need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. It then lists and explains the cultural, social, personal, and psychological factors that affect consumer decisions at each stage of the process. Finally, it outlines 4 types of buying behavior: complex, dissonance, habitual, and variety-seeking.
The document presents a research study on the impact of environmental factors on customer purchasing behavior in high-end shopping malls in Karachi, Pakistan. It includes an introduction, literature review, research methodology covering sampling of 200 customers from 4 malls and data collection through questionnaires, data analysis and findings. Key findings were that customers were satisfied with shopping mall environments, and that music, fragrance, food courts and other facilities had significant impacts on their shopping behaviors and decisions to revisit malls. Future research avenues on the effects of lighting, temperature and product colors were proposed.
This document summarizes a research article that examined consumer vulnerability to perceived product similarity. The study had three main goals: 1) Test the validity of a perceived product similarity scale developed in Germany on UK consumers; 2) Examine how perceived product similarity relates to brand loyalty and word of mouth; 3) Identify if segments of consumers with different levels of perceived product similarity exist. The researchers hypothesized that as perceived product similarity increases, brand loyalty decreases but word of mouth increases or decreases depending on how consumers attribute the cause of their perceived similarity. The study aimed to contribute to understanding consumer cognitive vulnerability.
Consumer research involves both qualitative and quantitative methods to understand consumer insights. The consumer research process has six steps: defining objectives, collecting secondary data, designing primary research, collecting primary data, analyzing data, and preparing a report. Research methods can be qualitative like interviews and focus groups, or quantitative like surveys and experiments. Both positivist and interpretivist approaches are used to understand consumer actions and consumption practices.
This document summarizes a study that investigated how consumers' decision-making processes influence their online shopping behavior. The study observed subjects performing an online shopping task and found differences in behavior based on whether subjects consulted or followed an online product recommendation. Subjects who consulted but did not follow the recommendation had a more complex shopping behavior than those who did not consult or who consulted and followed the recommendation, such as viewing more pages and spending more time. The type of product being searched for (search vs. experience) was also found to influence shopping behavior.
This document provides an overview of key concepts from Chapter 1 of a textbook on consumer behavior and marketing management. It discusses consumer benefits, the total product concept, market segmentation strategies, positioning, consumer decision-making models including the EKB model, and external influences on consumer behavior. The overall objectives are to understand why consumers make purchasing decisions and how marketers can improve their understanding of consumers.
This document discusses a study that aimed to determine which product attributes influence consumers' purchase decisions regarding malt drinks in Enugu State, Nigeria. A survey was conducted with 323 malt drink consumers using a questionnaire. The findings revealed that brand name, attractive packaging, and celebrity endorsement significantly influence purchase decisions, while taste and price do not have a significant influence. The document provides background on the study, including defining product attributes and discussing attributes relevant to malt drinks like price, brand name, packaging, celebrity endorsement, and taste. It also reviews literature on consumer purchase behavior and the consumer decision-making process.
Consumers' attitudes towards look alike packaging in bangladesh- a study on e...Sabakun Shetu
This document summarizes a study on consumers' attitudes towards similar packaging of two biscuit brands in Bangladesh: Energy Plus biscuits and Mr. Energy biscuits. The study found that the packaging design of the two brands is very similar, using the same colors which confuses consumers and sometimes causes them to purchase the wrong brand accidentally. Through a survey of 127 consumers, the study found that 50% of respondents said similar packaging design was the most persuasive factor in accidentally purchasing the copy brand. The document concludes that manufacturers should better differentiate their packaging to avoid confusing consumers and losing sales to copy brands.
This document discusses consumer decision making and behavior. It identifies 5 factors that influence consumer decisions: involvement, time, cost, information search, and alternatives considered. It then describes 3 types of consumer decisions: cognitive, habitual, and affective. The stages of cognitive decision making are outlined as problem recognition, information search, evaluation of alternatives, product choice, and post-purchase evaluation. Habitual and affective decision making are also briefly discussed.
This document summarizes a study on the impact of packaging factors on consumer behavior for fast-moving consumer goods (FMCG) in Hyderabad, India. The study examined how product-related packaging factors like product safety, eco-friendly packaging, and quality packaging influence consumer purchasing behavior. An online survey of 825 respondents was conducted and analyzed using statistical methods. The results showed that packaging factors have a statistically significant impact on consumer elements and purchasing behavior. Specifically, education level and income were found to have a strong correlation with packaging factors, and product safety, eco-friendly, and quality packaging had a strong relationship with consumer purchasing behavior.
1. The document analyzes factors influencing consumer buying behavior when purchasing smartphones. It conducted a survey of 100 students and staff at VIT University in Vellore, India.
2. The survey found that 87% of respondents were male and brand and price were the most important factors considered when purchasing a smartphone. Most respondents purchased smartphones from dealers and retailers and paid in cash.
3. The majority of respondents purchased smartphones that cost between 5000-10000 Indian rupees. The top findings were that males comprised most respondents and that brands play an important role in purchasing decisions for branded products.
This document summarizes a research study that examined the impact of informational package elements on university students' purchase decisions of breakfast cereal products in Masvingo, Zimbabwe. The study found that the brand name, nutritional information about energy and sugar content, and instructions for use were critical determinants of students' purchase decisions. The implications are that marketers should strategically manage these informational elements, as they directly influence consumer interest and shape purchase behavior. A descriptive research design was used, collecting data through questionnaires from a random sample of 100 university students about the influence of brand elements, nutritional information, and food label information on their cereal purchases.
This study examines how to develop and manage regional umbrella brands for wine. It introduces a model based on dimensions of wine region equity from the consumer's perspective. An empirical study measured consumers' preferences for wines from different origins and the benefits they seek in wine, such as quality, price, social, emotional, environmental, and altruistic benefits. The findings suggest that most of these benefit factors predict consumer preferences. Linking benefits to consumer lifestyle characteristics allows tailoring regional branding strategies to specific market segments.
There are three levels of consumer decision making based on the effort expended: extensive problem solving (EPS) for new, unfamiliar products requiring substantial information gathering and time; limited problem solving (LPS) for familiar categories where preferences are not fully established, requiring some additional research; and routine problem solving (RPS) for habitual, automatic purchases of previously chosen products or brands requiring little information.
A Study on Consumer Behaviour Among Retail Outlets in Chennaiijtsrd
In this research paper researchers basically focused on behaviour of consumer mainly on purchasing pattern, frequency, price, period of purchase and various factors deciding the purchase. Researchers observed that the customers prefer retail outlets because of price discount, followed by colour, quality and fitting. Researchers have also observed that generally the customer purchase the product during festive season followed by off season. It was found that there is a significant difference between the expectations of coupons for purchasing readymade garments and income level of consumers. Mrs. A Nishath Sultana | Saabhreen Nisha "A Study on Consumer Behaviour Among Retail Outlets in Chennai" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-4 | Issue-6 , October 2020, URL: https://www.ijtsrd.com/papers/ijtsrd33621.pdf Paper Url: https://www.ijtsrd.com/management/consumer-behaviour/33621/a-study-on-consumer-behaviour-among-retail-outlets-in-chennai/mrs-a-nishath-sultana
This document provides an overview of Maggi noodles and Nestle's marketing strategies in India. It begins with an introduction to Maggi's history in India and how Nestle shifted its target market from working women to children and mothers. The document then provides details on Maggi's product profile, extensions, branding, advertising campaigns, market segmentation, and consumer decision-making process. It analyzes how Nestle positioned Maggi as a fast, convenient and fun snack and gained popularity through aggressive promotions, emotional advertising, and understanding Indian consumers' needs and buying behaviors.
report on consumer preference w.r.t to coffeegauravishah90
This report analyzes customer preferences between Nescafe and Bru coffee brands based on a survey of 50 respondents. The key findings are that Nescafe is preferred over Bru, with 35 respondents choosing Nescafe. Taste was found to be the most important factor influencing brand choice. Most respondents drink coffee once per day and are satisfied with their chosen brand and its advertising.
The document discusses consumer buying behavior and the factors that influence purchase decisions. It describes the consumer buying decision process as having 5 stages: need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. It then lists and explains the cultural, social, personal, and psychological factors that affect consumer decisions at each stage of the process. Finally, it outlines 4 types of buying behavior: complex, dissonance, habitual, and variety-seeking.
A marketing project report on nestle vs cadburyProjects Kart
The document discusses the Indian chocolate market and Cadbury India. It provides background on the growth of the chocolate market in India from being dominated by Cadbury and seen as a product only for kids to becoming a larger market with products for all ages. It then discusses Cadbury India specifically, including its history in India since 1948, key products, production facilities, vision, and sales summary. The marketing strategy objectives are also mentioned as understanding competitors' strategies, segments targeted, consumer responses, and providing guidance for new brand launches.
Nestle established Nescafe in 1938 as an instant coffee brand. In India, Nescafe targets various age groups and demographics through different products like Classic and Cappuccino. It divides India into geographical segments based on coffee consumption preferences. Currently, Nescafe focuses its $30 million marketing campaign on youth aged 16-24 by using celebrities as brand ambassadors. Its positioning is "1 coffee cup, 1 good feeling" and ads show coffee as a way to share happiness.
Consumer buying behavior involves a process where individuals select, purchase, use, and dispose of products and services to meet their needs and desires. Understanding consumer behavior is complex as consumers can say one thing but do another or be influenced by factors they are not fully aware of. Consumer behavior is influenced by cultural, social, personal, and psychological factors. Marketers research consumer buying behavior to understand what influences purchase decisions and how to meet consumer needs.
5 consumer behaviour research paper publishedin international journalmaaranhari
This document summarizes a research paper on analyzing consumer behavior and factors that influence marketing. It discusses how studying consumer behavior is important for marketers to understand what influences consumer purchasing decisions. It also explores the different factors that influence consumer behavior, including advertising, financial conditions, personal preferences, peer influence, and purchasing power. Additionally, it examines patterns in consumer behavior like area of purchase, time and frequency of purchase, and method of purchase. The document concludes that understanding consumer psychology is key for marketers to appeal to customers on an emotional level and find opportunities to engage positive psychological reactions in potential consumers.
This document summarizes a research paper on analyzing consumer behavior and factors that influence marketing. It discusses how studying consumer behavior is important for marketers to understand what influences consumer purchasing decisions. It also explores the different factors that influence consumer behavior, including advertising, financial conditions, personal preferences, peer influence, and purchasing power. Additionally, it examines patterns in consumer behavior like area of purchase, time and frequency of purchase, and method of purchase. The document concludes that understanding consumer psychology is key to convincing people and creating an emotional appeal that can gain long-term customers.
This document summarizes a research paper on analyzing consumer behavior and factors that influence marketing. It discusses how studying consumer behavior is important for marketers to understand what influences consumer purchasing decisions. It also explores the different factors that influence consumer behavior, including advertising, financial conditions, personal preferences, peer influence, and purchasing power. Additionally, it examines patterns in consumer behavior like area of purchase, time and frequency of purchase, and method of purchase. The document concludes that understanding consumer psychology is key to convincing people and creating an emotional appeal that can gain long-term customers.
5 consumer behaviour research paper hari masterpiece HariMasterpiece
This document summarizes a research paper on analyzing factors that influence consumer behavior and promoting in marketing. It discusses how studying consumer behavior is important for marketers to understand what influences consumers' purchasing decisions. It also examines different types of consumer behavior and factors that affect consumer behavior, such as advertising, financial conditions, personal preferences, social influence, and purchasing power. Additionally, it outlines patterns of consumer behavior including area of purchase, time and frequency of purchase, and method of purchase. The document concludes that understanding consumer psychology and how consumers think, feel, reason and make decisions is important for effective marketing.
Impact of Consumer innovativeness on shopping styles; A Case of Pakistaninventionjournals
ABSTRACT: Purpose: The main objective of this paper is to investigate the impact of consumer innovativeness on shopping styles in Pakistan. It is written with an aim to explore the relations among consumer innovativeness and shopping styles. DESIGN/METHODOLOGY/APPROACH: Survey method was used to generate the Reponses and sample of our study consists of 300 useful responses of respondents which were generated through questionnaire and Structural equation modeling (SEM) was applied by using Statistica 7 to examine the relation among cognitive and sensory innovativeness and six different shopping patterns. FINDINGS: We find that Consumers along with cognitive innovativeness have quality consciousness, price consciousness and confused by over choice when they make decisions. Consumers with sensory innovativeness have brand consciousness, fashion consciousness and habitual orientation towards decision making. It means that cognitive and sensory innovativeness can lead to diverse shopping patterns. RESEARCH LIMITATIONS: In our study we use convenience sampling technique to generate responses. So sample of 300 respondents generates exact results but these results cannot be applied on the whole population of Pakistan having different age groups. So major limitation of our research paper is generality of results MANAGERIAL IMPLICATION: The findings of our research paper enable manager to get the idea how customer are different in their shopping styles. Marketers can develop complete understanding about customer’s innovativeness and shopping styles so that they can launch successful marketing strategies for development of new products and make successful existing products.
The document discusses initiatives and indicators for rural market growth in India. It notes government policies promoting industries like dairy, poultry, and aquaculture that have helped rural economies. It also discusses programs providing credit, electrification, health, education and employment. Major companies are working to increase awareness of products and change lifestyles. Rural consumers now account for around half of sales in various product categories due to rising incomes. Their characteristics include low literacy, scattered geographic locations, and influence from community leaders.
This document summarizes a study on consumer behavior related to toothpaste brands in Bangalore, India. It begins with an abstract describing the importance of understanding consumer behavior for business success. It then reviews literature on various factors that influence consumer decisions, including demographics, product attributes, quality, packaging, promotions, and brand awareness. The research methodology section describes how the study used a descriptive design and simple random sampling to collect primary data via questionnaires from 200 consumers in Bangalore. The results found that 80% of respondents use toothpaste, with 60% brushing once per day. Half of respondents purchase toothpaste twice per month.
Meaning and nature of buyer behavior, differences between consumer buying and organizational buying in terms of characteristics and process, Strategic use of consumer behavior knowledge in marketing and public policy decisions. Modern Consumerism and the global consumer movement
What Factors Influence Consumers' Purchase Decision Along With Quality (Certi...Avant Garde Solutions
The utility of the product, brand image, price-quality connection, participation with the product, and convenience are five aspects that are very affecting. Additionally, it examined the impact of quality certification marks on quickly consumer goods (FMCGs) products that consumers choose to repurchase. After making a purchase from retail marts and super shops, 195 customers were detained in order to get their opinions via survey questionnaires.
This literature review discusses several past studies on consumer perceptions and behaviors related to retail stores. One study compares consumers' perceptions of superstores versus family-run stores in Bangkok, finding consumers preferred the lower prices, variety and environment of superstores but also wanted restrictions on their expansion. Another examines customers' satisfaction with various marketing factors of the retail chain Big Bazaar in India. A third discusses psychological factors like motivation, perception, learning and beliefs that influence consumers' buying choices.
Prediction of Consumer Purchase Decision using Demographic Variables: A Study...IOSR Journals
The demographic environment is of major interest to marketers because it involves people and people make up market. Fragmentation of the mass market into numerous micro markets differentiated by age, sex, education, life style, geography and so on. Because each group has strong preferences and consumer characteristics that can be easily reached through increasingly targeted communication and distribution channels. Most of marketers’ strategic decision making heavily depend on the demographic variables of people in the region where they focus on marketing their products. This study makes known the vital demographic structure of premium car owners in Chennai city and provides models for predicting the consumer’s decision to buy a car when his exact demographic profile is known. The relationship established between the demographic variables and the different stages of consumer’s purchase decision process further helps identifying the significant demographic variables. This will be definitely helpful to the marketers of cars to know their target group and to evolve marketing strategies to make them becoming a car owner.
Impact of Brand Image and Service Quality on Consumer Purchase Intention: A S...Muhammad Arslan
The objective of this research is to determine the relationship between brand image, service quality and price on
consumer purchase intention. Normative and informative susceptibility has indirect effect on consumer purchase
intention. The empirical analysis were determined by collecting data from sample of 301 consumers of large
retail stores. The findings of study reveal the positive effect of brand image and service quality on consumer
purchase intention. Results reveal the insignificant relationship between price and consumer purchase intention.
The findings also documented that consumers in large retail stores don’t bother prices because consumers
consider that the stores charge reasonable prices. Most of consumer’s purchases depend upon the brand image
and service quality. Normative and informative susceptibility have positive effect on brand image. The
recommendations and suggestions are very helpful for managers and operators of large stores. Brand image
depends on informative and normative susceptibility.
Consumer behavior and decision making processes are complex. There are typically five stages: 1) need recognition where a consumer identifies a problem or need, 2) information search where a consumer gathers information about products, 3) alternative evaluation where a consumer evaluates and ranks options, 4) purchase decision, and 5) post-purchase evaluation where a consumer compares expectations to the actual product experience. Understanding these stages helps marketers develop effective strategies to meet consumer needs and influence decisions at each phase. The success of firms relies on effectively meeting diverse consumer wants through customized offerings and long-term relationships.
Role of Educational Qualification of Consumers on Need Recognition: A Study w...IOSR Journals
Demographic variables are the most popular bases for segmenting the customer groups. One reason is that consumer needs, wants, preferences and usage rates often highly associated with demographic variables. Another is that demographic variables are easier to measure than the most of other type variables. Marketers are keenly interested in the size and growth rate of population in different cities, regions, nations; age distribution; educational levels; household patterns; and regional characteristics and movements. Because, on the basis of these measures only, marketers have to formulate their marketing strategies in order to fulfil the needs, wants and preferences of consumers. Moreover, demographic variables make known the ongoing trends, such as shifts in age, sex and income distribution that signal new business opportunities to the marketers. Demographic trends are highly reliable for the short and intermediate run. This paper, with a strong backing of literature, explains the role of educational qualification of consumers on recognizing a need for car.
Consumer behavior all material Prepared by karventhan karventhanps
The document outlines Mahatma Gandhi's philosophy on customer service. It states that a customer is the most important visitor and the purpose of a business. A business depends on customers, not the other way around, and customers should be served with respect rather than as a favor.
This study examines how gender, purchase confidence, and internal knowledge influence consumer search behavior during different purchase situations. An online survey was administered and multivariate analysis was used to analyze the effects of gender, purchase confidence, and internal knowledge on sources of information selected. The results found that sources of information are perceived differently by males and females depending on their levels of purchase confidence and internal knowledge, and that the purchase situation influences what information sources they consider, such as a retail clerk, family/friends, or themselves.
Definition , nature , scope , applications of cbsaurabhmahajan54
INTRODUCTION: Consumer behavior is the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society.
DEFINITION:1. According to Engel, Blackwell, and Mansard:-
‘Consumer behavior is the actions and decision processes of people who purchase goods and services for personal consumption’.
2.According to Louden and Bitta:-
‘Consumer behavior is the decision process and physical activity, which individuals engage in when evaluating, acquiring, using or disposing of goods and services’.
NATURE OF CONSUMER BEHAVIOR :
1.PROCESS:-Consumer behavior is a systematic process relating to buying decisions of the customers. The buying process consists of the following steps:
a.Need identification to buy the product.
b.Information search relating to the product.
c.Listing of alternative brands.
d.Evaluating the alternative (cost-benefit analysis)
e.Purchase decision.
f. Post-purchase evaluation by the marketer.
This document summarizes a study that examined factors influencing consumers' decisions to repeatedly purchase over-the-counter (OTC) pharmaceutical brands. The study used a survey of 118 OTC consumers to test hypotheses based on the theory of planned behavior. It found that direct experience with a brand, price tolerance, brand trust, and opinions of others are important in determining repeat purchase behavior. Specifically, past experience with a brand was found to influence perceptions of trustworthiness, price sensitivity, and purchase behavior, while price sensitivity affected attitudes and intentions to repurchase.
This document provides an overview of a course on consumer behaviour. It defines consumer behaviour and discusses the meaning and dimensions of consumer behaviour, which include psychology, sociology, social psychology, and cultural anthropology. It also outlines the stages of the consumer decision making process, types of consumer choices, attitudes, experiential choices, and the influence of the social environment. Finally, it discusses applications of understanding consumer behaviour, such as analysing market opportunities, selecting target markets, determining the appropriate marketing mix, and using consumer insights for social and non-profit marketing.
1. Journal of Business & Policy Research
Volume 5. Number 1. July 2010 Pp. 123 - 157
Consumers’ Shopping Behaviour Pattern on Selected
Consumer Goods: Empirical Evidence on Malaysian
Consumers
Oriah Akir* and Md. Nor Othman**
In the consumer behaviour literature, several perspectives on consumer decision
making have been considered, including consumer degree of involvement, degree
of information search, the number of alternatives available/attributes importance,
demographic variables and interpersonal influence that affect consumer buying
decision and shopping pattern on certain consumer goods, both high and low
involvement products. A cross-sectional survey was conducted and 1000
consumers were interviewed through mall intercept of which only 500 were useable
for the analysis of the findings. In this paper, a framework which integrates several
dimensions affecting consumer decision making (demographic variables, attributes
importance, interpersonal influence) and repurchase intention as well as the
possible relationship among variables is developed. The framework is tested by the
use of standardized multiple regression analysis to determine the linear
relationship among all these variables. The results of this research support the
complexity of consumer buying behaviour. Consumers’ preference differs on which
attributes they emphasize more as compared to the others, and the issue of how
significantly others influence their buying decisions. The findings revealed that
purchasing high involvement products was regarded as a very important decision
in comparison to purchasing low involvement products. Second, quality, brand
name, informational influence and product information had significant direct
relationship on repurchase intention for high involvement products. While for low
involvement products, price and brand name significantly predict consumers’
repurchase intention. Finally, the influence of significant others/interpersonal
influence (spouses, siblings, family members, friends, and the like) did not
significantly affect repurchase intention regardless of whether the products are low
involvement products or high involvement products. In conclusion, the implications
of this research: 1) contributes to the body of knowledge and exploratory model
building on consumer purchase behaviour; and 2) the research model will provide
an important input to the marketing decision-making process and management
decision, such as marketers, product managers and/or brand managers to
streamline their marketing plan and strategies.
Field of Research: consumer behaviour and marketing
1. Introduction
Consumer behaviour theorists generally believe that consumer behaviour
theories can be applied globally but consumer preferences and tastes are
influenced by their cultural background (Schutte and Ciarlante, 1998). Therefore,
marketers and business practitioners have to recognize that consumers‟ attitudes
and beliefs, preferences, needs and tastes towards certain products or services
are greatly influenced by their culture and the society they belong to. For
instance, consumers in other parts of the globe may consider price as the most
important determinant in their decision to buy food items, whereas, in others, they
may consider quality as the most important factor that may affect their choices.
Other factors that may surface could also be the influence of significant others,
____________________________________
* Lecturer of University Technology MARA, Malaysia, oriah@sarawak.uitm.edu.my
** Professor of University Malaya, Malaysia, mohdnor@um.edu.my
2. Akir & Othman
such as spouse, siblings, family members, friends, salespersons, relatives or
neighbours (on consumers‟ purchase decisions and/or repurchase intentions),
and even the marketing stimuli triggered by the marketers. Despite all these
uncertainties, marketers or businesses still invest a lot of money in their
marketing plans to indulge consumers to buy their products or services. This is
an on-going process that they have to deal with in order to meet consumers‟
specific needs and preferences. It is not enough to offer a variety of products, but
the true gain in business platform is how to sustain profit and survive in the
marketplace by satisfying consumers‟ needs and wants relative to the value of
the offerings. Hence, this paper empirically investigate the consumers‟ shopping
behaviour pattern on selected consumer goods and address the issues on what
they buy, why they buy, when they buy, where they buy, how much and how
often do they buy, the factors that influence their buying decisions, and the
determinants that influence consumers‟ purchase/repurchase intention. For
example, in the case of Malaysia, it was reported that, around 70 percent of
Malaysian consumers across all segments plan what they buy. Nevertheless the
majority will still buy additional items (AC Nielsen, 2006).
Specific research questions addressed by the research:
a) What are the general shopping behaviour patterns of consumers when
they decide to buy selected consumer goods (high and low involvement
products)?
b) Is there any relationship between products‟ attributes importance, selected
consumers‟ demographic variables, interpersonal influence and
consumers‟ repurchase intention?
Specific objectives of the research:
a) To determine consumers‟ general shopping behaviour patterns when they
decide to buy selected consumer goods (high and low involvement
products).
b) To examine the relationship between product attributes‟ importance,
selected consumers‟ demographic variables, interpersonal influence and
repurchase intention.
2. Literature Review
This section reviews past studies on various factors, such as price, quality, brand,
product information, demographic variables and interpersonal influence that
might influence consumers‟ purchase decision and how these factors in turn
affect their repurchase intention.
2.1 Introduction
Understanding consumer behaviour is paramount for both marketers and
business alike. Two factors critical to understanding consumer behaviour are:
firstly, the degree of differentiation that a consumer perceives in the product or
service; and secondly, the fundamental determinant of consumer behaviour is
their degree of involvement in the purchase (Blackwell, Miniard, and Engel, 2001;
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3. Akir & Othman
Kotler, 1998; Lamb, Hair, and McDaniel, 2000; Business World, 2001).
Conceptually, all consumer buying decisions generally fall along the continuum of
three broad categories: routine response behaviour or habitual decision making;
limited-decision making; and extensive decision-making (Lamb, Hair, and
McDaniel, 2001, Kotler, 2003). The common notion is, consumer tends to be
highly involved when they purchase expensive items, and less involved when
they purchase low involvement products that they purchase frequently and the
price is less expensive (Blackwell, Miniard, and Engel, 2001, Business World,
2001).
Prior to choice decision or repurchase intention, consumers place a number of
attributes in his or her choice sets, in order of importance and relevance. Among
these attributes are price and quality, and consumers tend to use price as a proxy
to quality (Lichtenstein, Bloch, and Black, 1988; Bloch and Black, 1988; Dodds,
Monroe, and Grewal, 1991; Ofir, 2004). However, studies also reveal that,
besides price and quality, other cues that are also considered as more important
to assess the product‟s worth, are attributes such as brand, store name, past
experience, attitude and product information (Cury and Riesz, 1988; Stafford and
Enis, 1969; Erikson and Johansson, 1985; Zeithaml, 1985; Tellis and Geath,
1990, Dodds, Monroe, and Grewal, 1991). Brand name, for example, often
signals as a cue or as a surrogate of product quality use by consumers in their
evaluation of goods or services before they decide to purchase. Some
researchers argue that the effect of price tends to be stronger when it is
presented alone as compared when it is combined together with brand name
(Dodds and Monroe, 1989; Dodds, Monroe, and Grewal, 1991). On the other
hand, Bristow, Schneider, and Schuler (2002), suggest that if consumers
believed that there are differences among brands, then the brand name becomes
the center piece of information in the purchase decision or repurchase intention
and the dependence on the usage of brand name in the search information will
likely increase. Another branch of consumer behaviour research related to brand,
is that, consumers use brands to create or communicate their self-image or
status (Encalas and Betman, 2003; O‟ Cass, and Frost, 2002). Consumers,
sometimes, associate themselves to a given brand when they make brand
choice, and also make their brand choice based on associations with
manufacturer‟s brand name (Aaker, 1997; Fugale, 1986). Besides, brand names
contribute value to the consumer‟s image, as well as the economic success of the
businesses, and it also can affect preference, purchase intention and
consequently, sales (Alreck and Settle, 1999; Ataman and Ulengin, 2003).
An economic theory of information was first proposed by George Stigler in 1961.
Accordingly, this theory assumes that the markets are characterized by price
dispersions and both seller and buyer has little information about this dispersion
of prices. As such, consumer has to engage in search activity in order to obtain
information about the products and price at cost. According to Avery (1996)
rational consumers are assumed to search for product information/price
information to a point where the marginal benefits of search are equal to the
marginal costs of search. The search for product information varies in
accordance to price and quality perception on products or services to be
purchased. If consumers perceived that there is a high level of price and higher
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4. Akir & Othman
quality variability in the market then they should be more willing to engage in
search activities for price and quality information (Avery, 1996).
Consumers purchase/repurchase intention or purchase decision for a product
and/or service is driven by various reasons, which can be triggered by rational or
emotional arousal (Schffmann and Kanuk, 2004). For example, consumers use
brands to communicate their self-image or status, and the brand images chosen
must be congruent to their own and match to groups they aspire to establish an
association with (Burnkrant and Cousineau, 1975; Bearden, Netemeyer, and
Teele, 1989; Encalas and Bettmann, 2003; O‟ Cass and Frost, 2002). Similarly,
consumers will seek for others who are significant to them for information or wish
to associate or bond with, that is, the group social norms with whom consumers
aspire to establish a psychological association or bonding, such as friends,
neighbours, and the like (Bunkrant and Consineau, 1975; Park and Lessig, 1977;
Bearden, Netemeyer, and Teele, 1989; Mourali, Laroche, and Pons, 2005; Kropp,
Lavack, and Holden, 2005; Kropp, Lavack and Silvera, 2005). Besides, other
factors, such as price, income, education, and other attributes also contribute to
purchase decision/repurchase intention (Andaleeb and Conway, 2006; Al-Hawari
and Ward, 2006; Jamal and Naser, 2002).
2.2 Research Conceptual Framework and Hypotheses
As previously discussed, past and recent studies provide empirical evidence, that
suggest the existence of a relationship between demographic variables, product
attributes and purchase or repurchase intention. Nonetheless, within the domain
of service marketing studies pertaining to the determinants that influence
consumers‟ repurchase intention and satisfaction were widely investigated and
researched in comparison to tangible products. These determinants include
service quality determinants such as reliability, access, courtesy, competence,
responsiveness, tangibles, credibility, communication, customization,
understanding customers‟ needs, and security. Other determinants mentioned in
past studies also included past experience, prior knowledge or familiarity, culture,
demographic variables such as income, education, household size, children and
so forth. Likewise, the studies on consumer susceptibility to interpersonal
influence were also well researched but the study directly investigating the
relationship between interpersonal influence and customer‟s repurchase intention
is still fuzzy. Furthermore, in the literature, past studies that integrated and
directly linked product attributes importance, demographic variables and
interpersonal influence in explaining repurchase intention was also unclear.
Therefore, in view of this argument and to fill in the gap in the literature and add
to the body of knowledge in consumer behaviour model and conception, this
research attempts to explore specifically amongst others, the relationship among
all these variables (product attributes importance, demographic variables,
interpersonal influence and repurchase intention) pertaining to consumers
decisions to purchase or repurchase selected tangible consumer goods (high and
low involvement products). For the purpose of this research the following
conceptual framework was developed as depicted in Figure 1 below.
The framework of this research was developed based on stochastic models of
brand choice and purchase incidence as modified by Jones and Zufryden (1980).
Jones and Zufryden‟s model used demographic variables (household income and
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5. Akir & Othman
the number of children in a household) and marketing mix (price dimension) as
explanatory variables to predict brand choice or purchase (criterion variable).
Jones and Zufryden‟s model was tested using logit model estimation. The
explanatory variables were categorical data and the criterion variable was metric
data. Jones and Zufryden‟s (1980) modified model was adapted due to its
flexibility. It was suggested by the authors who developed the model that, “in
terms of its use, the model involves relatively straightforward parameter
estimation procedure and one that is adaptable to exploratory model building”
(Jones and Zufryden, 1980, p. 332). In other words, the intention of Jones and
Zufryden (1980) was to develop a general model which can be used to aid in
marketing decision process. Hence, it was also suggested that the model is very
flexible in which the explanatory variables can be added and dropped as required
by the researchers who wish to replicate or adapt the model. However, in the
current research framework, besides household income, number of children and
price, additional explanatory variables of product attributes importance such as
quality, brand name, product information and interpersonal influence variables
were added to the model. In contrast to Jones and Zufryden„s model, the current
research framework was tested using standardized multiple regression
procedures to determine the linear relationship among all sets of variables used
in the research. This was because the data used in the research were metric for
both the explanatory/independent variables and the criterion/dependent variable.
Explanatory Variables Criterion Variable
The Determinants that
Influence Consumer‟s
Purchase Behaviour
Attributes Importance
Consumer‟s Purchase
Quality Behaviour
Price
Brand Name Repurchase Intention
Product Information [Low and High
Interpersonal Influence Involvement Products]
Normative Influence
Informational Influence
Demographic Variables
No. of Children
Household Income Figure 1: The Research Framework
Based on the above argument and discussions in the literature, the following
general hypotheses and specific hypotheses were developed:
General hypotheses:
H1: There is a relationship between products‟ attributes importance,
demographic variables, interpersonal influence and a consumer‟s
repurchase intention.
Specific hypotheses:
H1a: There is a relationship between quality attribute importance and a
consumer‟s repurchase intention.
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6. Akir & Othman
H1b: There is a relationship between price attribute importance and a
consumer‟s repurchase intention.
H1c: There is a relationship between brand name attribute importance and a
consumer‟s repurchase intention.
H1d: There is a relationship between product information attribute importance
and a consumer‟s repurchase intention.
H1e: There is a relationship between normative influence and a consumer‟s
repurchase intention.
H1f: There is a relationship between informational influence and a consumer‟s
repurchase intention.
H1g: There is a relationship between a household income and a consumer‟s
repurchase intention.
H1h: There is a relationship between the number of children in a household and
a consumer‟s repurchase intention.
3. Research Methodology
This section briefly describes the research design, population and sample size,
data collection procedure as well as data analysis procedure.
3.1 Research Design and Sampling Procedure
A cross-sectional survey was conducted. A non-probability sampling approach
was employed and a quota sampling technique was applied to draw the sample.
This approach was employed because the sample frame was not easily available
and difficult to draw from and the target population cannot be reached and
identified effectively and efficiently by other means of sampling (Clarke, 2006).
Kinnear and Taylor (1996) reported that about 86 percent of businesses used
quota sampling in business research practice. Further, Kress (1988) contended
that samples, if properly selected, are sufficiently accurate in most cases and
even when the data has considerable heterogeneity, large samples provide data
of sufficient precision to make most decisions (Zikmund, 2000). The target
sample for this study was 1000 consumers residing in one of the cities in one of
the states in Malaysia.
3.2 Target Population and Sample Size
The target population for the research comprised consumers residing in one of
the city in East Malaysia. The total population of the city is 422,240, consisting
210,034 male and 212, 205 female (Department of Statistics, Malaysia, 2004, p.
34). Approximately 1000 consumers were targeted and divided proportionately by
gender, that is, about 50 percent male and 50 percent female. This composition
closely exhibited the population parameter of the chosen city based on statistical
report drawn from Department of Statistics, Malaysia (2004). The sample size
was considered as adequate, since the minimum sample to determine sample
size from a given population is 384 (Krejcie and Morgan, 1970) for every one
million population.
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7. Akir & Othman
3.3 Data Collection Procedure
A total of 1000 questionnaires were distributed using mall intercept at six selected
retail outlets located at one of the cities in East Malaysia. The retail outlets
included supermarkets, small retail stores, departmental stores, specialty stores,
hypermarkets, and malls. The selected units of analysis were interviewed
personally. If the sample units were unable to complete the questionnaires, they
were requested to send them by mail using a paid stamped-self-address envelop
provided by the researcher or to return them personally the following day to the
interviewers stationed at the selected retail outlets. The interviews were
conducted daily from 10.30 a.m to 9.30 p.m for three months from September
2008 to November 2008. The personal interviews took place within these three
months and only ended when the minimum targeted size of 500 respondents who
fully completed the questionnaires were achieved with at least 50 percent male
and 50 percent female composition as had been determined by the researcher in
order to meet the quota targeted. The data collected must meet the desired
characteristics that had been determined by the researcher.
3.4 Instrument
Before the full scale research was carried out, pre-testing was performed to
ensure there were no design errors in the questionnaire. Therefore any mistakes
and changes could be corrected and improved. The pre-test was administered
using 30 consumers as respondents who characterized the intended consumers
for the main research. They consisted of part-time students who enrolled for the
Bachelor in Business Administration (Honours) (Marketing) (BBA) (M) and
Executive Master in Business (EMBA) programmes at one of the public
universities located at one of the cities of an East Malaysian state. These
respondents were selected at the researcher‟s convenience and they were
similar in makeup to the sample of the main research (Zikmund, 2000; Malhotra,
2004). Feedback from the pre-test study indicated that the respondents were
comfortable with the questions asked. However, based on the pre-test feedback,
a few changes were made to ensure the final respondents in the actual survey
understand the questions. At this pre-testing stage, the respondents were also
asked to rank order which of the products category given to them that they
considered as high involvement products and low involvement products of the six
categories chosen, namely: personal computer, fashion clothing, instant noodle,
instant coffee and detergent.
In order to address the research questions and objectives, a set of structured
questionnaire was prepared consisting of four sections, namely section A, B, C
and D. Section A captured the consumers‟ general shopping behaviour pattern
which addressed questions related to the products category that the consumers
bought, why did the consumers buy the products, what were the preferred brand
names bought by the consumers, did they prefer foreign brand or local brand,
what were the reasons for choosing foreign and local brand, when did they
usually buy the products, where did they usually buy the products, how much
they spent and how many times they bought the products for the last 12 months,
how did they know about the products, which advertisements medium influenced
them the most, who influenced their purchasing decisions and what were the
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8. Akir & Othman
products category that they ranked as the most important in their decision making
process. Section B which included questions on attributes importance and
interpersonal influence consists of 39 items using a 7-point Likert Like Scale
anchored with “1” as strongly disagree and “7” as strongly agree. These items
included price (7 items), quality (7 items), brand (7 items), product information (6
items) and interpersonal influence (12 items). The items used in section B were
adapted from various authors related to the research such as Aliman‟s (2005)
product information scales, Lichtenstein, Ridgway and Netemeyer„s (1993) price -
quality scales, Sproles and Kendall‟s (1986) consumer decision making styles
scales, Bearden, Netemeyer and Teele‟s (1989) 12-items Consumer
Susceptibility to Interpersonal Influence scales (CSI), and Blair and Innis‟s (2002)
brand dependence scales. Section C captured the questions on the consumer‟s
repurchase intention consisting of eight items adapted from Levesque and
McDougall„s (1996) repurchase intention scales using a 7-point Likert Like Scale
anchored with “1” as strongly disagree and “7” as strongly agree. Please refer to
Appendix 1 for the detailed items used in the research.
Finally, section D required the respondents to state their personal information
regarding their gender, age, income, education, family size, number of children in
a household, household size, marital status, religion, employment sectors,
occupation, religious orientation, involvement level and a presence of at least one
child in a household. Six types of product category selected for the research were
personal computer, branded perfume, and fashion clothing which represented the
high involvement product category, while detergent, instant noodle, and instant
coffee were low involvement products.
3.5 Analysis Procedure
The data was analyzed using Statistical Package for Social Sciences (SPSS)
version 12.0. Descriptive statistics such as mean and standard deviation were
generated to provide an overview of the data. Frequency distribution was used to
describe the characteristics of the consumers‟ general shopping behaviour
pattern as well as to profile the respondents‟ personal information. The
standardized multiple-regression analysis was used to examine the linear
relationship between the explanatory/dependent variables (quality, price, brand
name, product information, normative influence, informational influence,
household income, number of children) and the criterion/dependent variable
(repurchase intention). Correlation coefficient test and significant levels were
conducted to check the strength of the linear relationships between pairs of
variables. The determinant of correlation matrix was generated to provide the
information on the multicollinearity. Kaiser‟s criterion (KMO) and Barlett‟s Test of
Sphericity was performed as a check to substantiate the appropriateness of
conducting a factor analysis and also to examine the sampling adequacy.
Cronbach‟s alpha coefficient was conducted to determine the items reliability and
internal consistency (Nunally, 1978; Malhotra, 2004).
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9. Akir & Othman
4. Findings and Discussions
4.1 Respondents’ Profile
Out of 1000 respondents interviewed through mall intercept, only 500 sets of the
questionnaires were fully completed and useable in the analysis which yielded a
response rate of 50 percent. The research findings revealed that 259 (51.8%) of
the respondents were female and 241 (48.1%) were male. The research also
indicated that 172 (34.4%) of the respondents were aged between 25 to 29 years
old, followed by 107 (21.4%) aged between 20 to 24 years old, 87 (17.4%) of the
respondents were within the age range of 30 to 34 years old, 51 (10.2%) of them
were aged between 35 to 39 years old, 34 (6.8%) were aged between 40 to 44
years old, 22 (4.4%) of them aged below 20 years old, while 13 (2.6%) of them
were aged between 45 to 49 years and the other 14 (2.6%) of them were 50
years old and above. In terms of household income, the research indicated that
the household monthly income of the respondents were mostly within the range
of RM2000 to RM4999 (197 or 39.4%), followed by 129 (24%) between RM5000
to RM6999, 81 (16.2%) below RM1000, 52 (10.4%) between RM7000 to
RM8999, 24 (4.8%) between RM9000 to RM9999, and only 26 (5.2%) earned
above RM10 000. Most of the respondents, that is, 169 (33.8%) of them had
college diploma level of education, followed by a university degree, that is, 143
(28.6%) of them, 108 (21.6%) of them had secondary level of education, five
(1%) of them had primary level education, and 18 (3.6%) had other educational
level.
Essentially, the majority of the respondents, that is, 246 (49.2%) were single, 167
(33.4%) of them were married with children, 80 (16%) of them were married
without children, and seven (1.4%) of them were divorced/widowed or single-
parents. The majority of the respondents were Christians (248 or 49.6%), 168
(33.6%) of them were Muslims, 67 (13.4%) were Buddhist/Taoist, 11 (2.2%) of
them were Hindu and six (0.2%) of them were from other beliefs. Most of the
respondents had 3 to 4 children in their household (223 or 44.6%), 145 (29%)
had 5 to 6 children, 82 (16.4%) of them had between 1 to 2 children, and 50
(10%) of them had 7 or more children. On average most of the respondents were
religious people, that is, 411 (82.2%) of them stating that their strength of
religious orientation were between average and strong. While the other 63
(12.6%) of them and another 26 (5.2%) of them stated that their strength of
religious orientation were between very strong and very weak, respectively.
Please refer to Appendix 2 for the detailed breakdown of the respondents‟
characteristics.
4.2 Respondents’ Shopping Behaviour Pattern
In terms of buying decision, the research indicated that a majority of the
respondents ranked buying fashion clothing as their most important purchase
decision, followed by personal computer, branded perfume, instant noodle,
instant coffee, and stated buying detergent as the least important purchase
decision. This finding seems to be consistent with past studies that contended
any purchase which is used publicly such as fashion clothing (rank 1, mean -
1.72) is considered as an important decision by consumers (Clerk and Belk,
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10. Akir & Othman
1979). Buying personal computer (Rank 2, mean - 1.88) was also considered as
an important decision. This could be due to its expensive price which requires the
consumers to search for information and opinion from others. The next important
purchase decision is buying branded perfume (rank 3, mean - 2.43), but its usage
is invisible to the public as compared to fashion clothing. However, in general,
buying low involvement products such as instant noodle, instant coffee and
detergent were not considered as an important decision by consumers because
these products are bought frequently and do not require considerable effort for
information search in the consumer‟s decision making process.
In conclusion, the results of the findings were consistently in line with the notion
that consumers tend to be more involved when they decide to purchase
expensive items and the products that they purchase display social visibility in
comparison to purchasing inexpensive, frequently purchased items and if the
usage of the product is not publicly visible (Lamb, Hair, and McDaniel, 2001,
Kotler, 2003; Blackwell, Miniard, and Engel, 2001; Business World, 2001; Asseal,
1987; Clarke and Belk, 1979). Examples of such products include instant noodle,
instant coffee and detergent, which are considered as low involvement products
and perfume which is used by consumers but not publicly visible. In relation to
brand preference, a majority of the respondents mentioned Acer as the most
preferred brand for personal computer/laptop, followed by Dell and Compact.
While fashion clothing (designer label) most preferred was Levi‟s followed by
Nike, Adidas and Nicole. Calvin Klein was considered as the most preferred
brand for branded perfume, followed by Avon, Silky, and Body Shop. Next,
Breeze was the most preferred brand for detergent, followed by Daia and Fab.
For instant noodle, Maggie was the most preferred brand, followed by Indomee,
and Mee Sedap. While for instant coffee, Nescafe was the most preferred brand,
followed by Kapal Api and Indocafe.
Table 1: Most Important Purchase Decision Ranked According to Products‟ Category
No. Products‟ Category Mean Score Rank
1. Fashion Clothing 1.72 1
2. Personal Computer / Laptop 1.88 2
3. Branded Perfume 2.43 3
4. Instant Noodle 4.84 4
5. Instant Coffee 5.03 5
6. Detergent 5.11 6
Note: Most important given rank “1” and least important rank “6”
In terms of place, a majority of the respondents stated that they purchased their
personal computer at departmental stores, followed by specialty stores, malls,
small retail shops and other shops in that order. Most respondents went to
departmental stores and malls to purchase their fashion clothing and only a few
preferred to go to small retail shops. Similarly, most of the respondents preferred
to shop at departmental stores, supermarkets and malls to buy their branded
perfume, and only a few of them went to small retailers and other shops.
However, for low involvement products such as detergent, instant noodle and
instant coffee, most of the respondents stated that they preferred to go to
supermarkets to purchase them.
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For most high involvement products such as personal computer, fashion clothing,
and branded perfume, a majority of the respondents preferred to purchase them
during special occasion, for example, during sales or promotion periods
throughout the year. For low involvement products such as detergent, instant
noodle and instant coffee, the respondents preferred to buy them either weekly or
monthly. The majority of the respondents, who purchased high involvement
products such as personal computer/laptop, fashion clothing, and branded
perfume, stated that they preferred foreign brand manufactured in foreign
countries. In contrast, for low involvement products such as instant noodle,
instant coffee and detergent, a majority of the respondents mentioned that they
preferred to buy local brands manufactured domestically. The reason for buying
foreign brands for high involvement products like personal computer, fashion
clothing and branded perfume is mainly because they believed that foreign
brands were of high quality as compared to local brands. In addition these
products carry established brand names and are reasonably priced. In contrast,
for low involvement products like instant noodle, instant coffee and detergent,
most of the respondents stated that they preferred local brands because the price
was cheap as compared to foreign brands. On average most of the respondents
spent between RM1000 to RM3000 to purchase a personal computer/laptop. This
explains the popularity of Acer brand among the respondents because the market
price for most Acer brand is around RM2000 to RM3000. For fashion clothing and
branded perfume, the majority of the respondents stated that they spent between
RM100 to RM200 to buy them. In contrast, for low involvement products such as
instant noodle, instant coffee and detergent, most of the respondents spent on
average between RM10 to RM21 to purchase them. For high involvement
products such as personal computer/laptop and branded perfume, most of the
respondents stated that they purchased them only once in the past 12 months.
However, for fashion clothing, they purchased them between one to six times in
the past 12 months. In contrast, most of the respondents buy instant noodle,
instant coffee and detergent more than six times in the past 12 months.
The majority of the respondents stated that they bought both category of products
(high and low involvement products) mainly for their own use, and only a few of
them mentioned that they bought the products as „gift giving‟ and for other
purposes. Most of the respondents mentioned that they frequently saw
advertisements on personal computer/laptop, fashion clothing, and branded
perfume in magazines, brochures/catalogs, TV ads, and newspapers. While
advertisements for detergent, instant noodle, and instant coffee were frequently
advertised on TV, radio, newspapers, and a few in magazines. The respondents‟
decisions to purchase or not to purchase a personal computer/laptop were
influenced by ads found in brochures/catalogs, magazines and newspapers as
compared to other medium of advertisements. For fashion clothing and branded
perfume, most of the respondents stated that their decisions were influenced by
ads found in magazines and brochures/catalogs, and also influenced by TV ads,
such as Silky brand for perfume. For most low involvement products, such as
instant noodle, instant coffee, and detergent, their decisions were influenced by
TV ads as compared to other medium of advertisements. The opinion of
significant others (such as family members, friends, spouses, siblings, children,
salespersons and the like) that influenced on the decisions of the respondents to
purchase or not to purchase a personal computer/laptop were influenced by
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friends, followed by family members and salespersons. Decisions on fashion
clothing and branded perfume were influenced by friends, spouses, family
members and salespersons. In contrast, for low involvement products such as
instant noodle, instant coffee, and detergent, their decisions were influenced by
their spouses, followed by family members and lastly, friends. Please refer to
Appendix 3 for the summary of the respondents‟ shopping behaviour pattern.
4.3 Descriptive Statistics, Correlation Coefficients and
Significance Level
A number of statistical tests were conducted to determine the basic information
on mean, standard deviation, and N, which are useful to identify the presence of
outliers and the adequacy of sample size. The univariate descriptive statistic was
conducted and the results revealed that there was non-existence of outliers with
standard deviation for all the sets of variables lay within +3 and -3 range
(Zikmund, 2000; Malhotra, 2004). The correlation coefficients and significance
level were tested to determine the strength of linear relationships between the
pairs of variables. The results showed that all the sets of variables correlated well
and the results yielded correlation coefficient between 0.30 and below 0.70
among variables (Pallant, 2007), and had positive significant relationship at 0.01
level (sig.- 1-tailed). This information is important to determine whether variables
that are not correlated should be excluded for factor analysis. The determinant of
the correlation matrix provided the information on multicollinearity. The presence
of highly correlated variables will lead to a problem of multicollinearity. However,
a check on Tolerance (TOL) indicates a value of more than 0.10 and the
Variance Inflation Factor (VIF) is less than 10 for all the independent variables,
which confirms that the possibility of multicollinearity is not detected (Pallant,
2007) - see Table 2 and Table 3 below.
4.4 Standardized Multiple Regression Analysis – Testing the
Relationship between Explanatory/Dependent Variables
and Criterion/Dependent variable
To determine which of the explanatory/dependent variables (quality, price, brand
name, product information, household income, number of children and
interpersonal influence) included in the model contributed to the prediction of the
criterion/dependent variable (repurchase intention), a standardized multiple
regression analysis using enter method was conducted for the different products
categories used in the research. The detailed results of the tested model are
explained and provided in Table 2 and Table 3. Column (i) depicts the product
category used in the research and column (ii) shows the sets of explanatory
variables/independent variables. Column (iii) shows the beta value which
indicates the importance of each explanatory variable in terms of the contribution
of each variable in predicting the criterion variable, when the variance explained
by all other variables in the model is controlled for. Column (v) shows the
significant value of the relationship between the explanatory variables and the
criterion variable. This column shows whether or not each of the explanatory
variable, is making a statistically significant unique contribution to the equation.
Column R-squared shows how much of the variance in the dependent variable is
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explained by the model. This R-squared is multiplied by 100 and will yield the
percentage of the variance.
The resulted standardized multiple regression as shown in Table 2, for fashion
clothing, beta values in the model showed that quality contributed 0.192, price
contributed 0.096, brand name contributed – 0.280, product information
contributed 0.208 and household income contributed – 0.082 in explaining the
consumers‟ repurchase intention, indicating that these variables made a unique
contribution to explaining the dependent variable, when the variance explained by
all other variables in the model is controlled for. The other variables, that is,
normative influence (beta value -0.048; p-value = -0.933), informational influence
(beta value -0.067; p-value = 0.155) and number of children (beta value -0.017;
p-value = 0.635) and the relationship between these variables and repurchase
intention was not significant, indicating that these variables made less
contribution in explaining the repurchase intention. As depicted in the same table
(Table 2), the relationship between quality, price, brand name, product
information, household income and repurchase intention was significant (p-value
for quality = 0.000, p-value for price = 0.001, p-value for brand name = 0.000, p-
value for product information = 0.000 and household income p-value = 0.027),
indicating that these variables made a unique, statistically significant contribution
to the prediction of repurchase intention. The R-squared shows that 59.9% of the
variance in the dependent variable is explained by the model.
Meanwhile for personal computer, as shown in Table 2, beta values revealed that
quality contributed – 0.235, brand name contributed – 0.239, product information
contributed – 0.238 and informational influence contributed – 0.239 in explaining
repurchase intention and the relationship was significant (quality p-value = 0.000,
brand name p-value = 0.000, product information p-value = 0.000 and
informational p-value = 0.000), indicating that quality, brand name, product
information and informational influence made a unique, and statistically
significant contribution to the prediction of repurchase intention. The other
variables such as price, normative influence, household income, and number of
children made less contribution and did not contribute significantly in explaining
repurchase intention. The R-squared shows that 64.1% of the variance is
explained by the model. On the other hand, as depicted in Table 2, for branded
perfume, beta values showed that brand name contributed 0.301, price
contributed 0.153, quality contributed 0.120, and product information contributed
0.119 in explaining repurchase intention. The result also revealed that there was
a significant relationship between the independent variables and dependent
variable (brand name p-value = 0.000, price p-value = 0.001, quality p-value =
0.004 and product information p-value = 0.027), indicating that these variables
made a unique, statistically significant contribution to the prediction of repurchase
intention. The other variables such as informational influence, household income
and number of children made less contribution and did not statistically have a
significant contribution in explaining repurchase intention. The R-squared shows
that 55.3% of the variance in the dependent variable is explained by the model.
Hence, for high involvement products, the hypotheses H1a, H1b, H1c, H1d, H1f
and H1g below were supported for the types of product category as specified in
the brackets.
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H1a: There is a relationship between quality attribute importance and a
consumer‟s repurchase intention (fashion clothing, personal computer and
branded perfume).
H1b: There is a relationship between price attribute importance and a
consumer‟s repurchase intention (fashion clothing and branded perfume).
H1c: There is a relationship between brand name attribute importance and a
consumer‟s repurchase intention (fashion clothing, personal computer and
branded perfume).
H1d: There is a relationship between product information attribute importance
and a consumer‟s repurchase intention (fashion clothing, personal
computer and branded perfume).
H1f: There is a relationship between informational influence and a consumer‟s
repurchase intention (personal computer).
H1g: There is a relationship between a household income and a consumer‟s
repurchase intention (fashion clothing).
However, it was also indicated that the relationship between normative influence,
number of children in a household, informational influence, household income
and repurchase intention was not significant, indicating that the hypotheses
below were not supported for the types of product category being investigated in
the research as specified in the brackets.
H1e: There is a relationship between normative influence and a consumer‟s
repurchase intention (fashion clothing, personal computer and branded
perfume).
H1h: There is a relationship between a number of children in a household and a
consumer‟s repurchase intention (fashion clothing, personal computer and
branded perfume).
H1f: There is a relationship between informational influence and a consumer‟s
repurchase intention (Fashion clothing and branded perfume)
As depicted in Table 2, it can be concluded that when a consumer decides to
repurchase a high involvement product, they would consider the quality of the
product, the price of the product, the brand name of the product, product
information and as well as seeking information from others who are significant to
them especially when they purchase expensive items, in this case, purchasing a
personal computer. The other attributes such as normative influence, income and
number of children do not dominantly influence their decision to repurchase. In
terms of low involvement products, as depicted in Table 3, beta values showed
that quality (beta value –0.165, p-value = 0.002), price (beta value – 0.183, p-
value = 0.006), brand name (beta value – 0.293, p-value = 0.000), and number of
children (beta vale – 0.096, p-value = 0.011) made a unique, statistically
significant contribution to explaining the dependent variable, when the variance
explained by all other variables in the model is controlled for. This is particularly
true for instant noodle but for instant coffee and detergent only price (beta value –
0.222, 0.272; p-value = 0.001, 0.000) and brand name (beta value – 0.172,
0.340; p-value = 0.001, 0.000) made a unique, statistically significant contribution
to the prediction of repurchase intention. The other variables made less
contribution and did not statistically significantly contribute to the prediction of
repurchase intention. The R-squared showed that 56.5% (instant noodle), 53.6%
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(instant coffee) and 49.9% (detergent) of the variance were explained by the
model. In contrast, for low involvement products, the following hypotheses were
supported particularly for instant coffee and detergent except for instant noodle
which showed hypotheses H1a and H1h were also supported. The other
hypotheses (H1a, H1d, H1e, H1f, H1g and H1h) were not supported (instant
coffee and detergent).
H1b: There is a relationship between price attribute importance and a
consumer‟s repurchase intention (instant coffee and detergent).
H1c: There is a relationship between brand name attribute importance and a
consumer‟s repurchase intention (instant coffee and detergent).
As shown in Table 3, it can be concluded that when a consumer decides to
repurchase a low involvement product the most important factors that influence
his or her decision are price and brand name, besides quality. In this specific
case, other factors such as product information, interpersonal influence, income
and number of children did not significantly influence a consumer‟s purchase
decision. This finding is found to be inconsistent with Jones and Zufryden (1980)
in which demographic variables were reported to significantly contribute to the
prediction of brand choice or purchase. This could be due to the limited number
of explanatory variables entered in their model equation.
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Table 2: Standardized Regression Coefficients Model
Products Variables Standardized Collinearity Statistics
Category Coefficients
Beta t-value Sig. Tolerance VIF
p-value
(i) (ii) (iii) (iv) (v) (vi) (vii)
Quality 0.192 4.319 0.000** 0.659 1.517
Fashion Price 0.096 2.170 0.031* 0.670 1.493
clothing Brand Name 0.280 4.873 0.000** 0.396 2.528
Product Information 0.208 4.873 0.000** 0.522 1.918
Normative Influence -0.046 -2.933 -0.933 0.546 1.831
Informative Influence -0.067 -1.421 0.156 0.580 1.724
Household Income 0.082 2.225 0.027* 0.959 1.042
Number of Children 0.017 0.474 0.635 0.989 1.011
R-squared = 0.599 (59.9%) F-value=34.372
Products Variables Standardized Collinearity Statistics
Category Coefficients
Beta t Sig. Tolerance VIF
p-value
Personal Quality 0.235 5.126 0.000** 0.569 1.758
Computer Price 0.033 0.712 0.477 0.561 1.784
Brand name 0.239 4.488 0.000** 0.423 2.364
Product Information 0.238 4.680 0.000** 0.463 2.160
Normative Influence 0.056 1.267 0.206 0.635 1.574
Informative Influence 0.239 5.464 0.000** 0.629 1.591
Household Income 0.048 1.381 0.168 0.974 1.027
Number of Children 0.000 0.002 0.999 0.981 1.019
R-squared = 0.641 (64.1%) F-value=42.908
Products Variables Standardized Collinearity Statistics
Category Coefficients
Beta t Sig. Tolerance VIF
p-value
Quality 0.120 2.879 0.004* 0.812 1.231
Branded Price 0.153 3.439 0.001* 0.710 1.483
Perfume Brand Name 0.301 5.443 0.000* 0.462 2.166
Product Information 0.119 2.222 0.027* 0.531 1.885
Normative Influence 0.059 1.135 0257 0.552 1.812
Informative Influence 0.056 1.110 0.268 0.678 1.474
Household Income 0.059 1.289 0.198 0.968 1.033
Number of Children 0.043 1.119 0.264 0.958 1.043
R-squared = 0.553 (55.3%) F-value=27.097
*Dependent variable - repurchase intention; ** Significant at <0.01; * Significant at <0.05
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Table 3: Standardized Regression Coefficients Model
Products Variables Standardized Collinearity Statistics
Category Coefficients
Beta t Sig. Tolerance VIF
p-value
(i) (ii) (iii) (iv)
Quality 0.165 3.115 0.002* 0.495 2.022
Instant Noodle Price 0.183 2.740 0.006* 0.311 3.216
Brand Name 0.293 4.906 0.000** 0.388 2.578
Product Information -0.014 -0.261 0.794 0.489 2.045
Normative Influence -0.081 -1.287 0.199 0.353 2.835
Informative Influence 0.077 1.179 0.239 0.326 3.072
Household Income 0.051 1.359 0.175 0.970 1.031
Number of Children 0.96 2.554 0.011* 0.982 1.018
R-squared = 0.565 (56.5%) F-Value=28.854
Products Variables Standardized Collinearity Statistics
Category Coefficients
Beta t Sig. Tolerance VIF
p-value
Quality 0.066 1.168 0.243 0.458 2.183
Price 0.222 3.321 0.001** 0.325 3.076
Instant Coffee Brand Name 0.272 4.334 0.000** 0.368 2.720
Product Information 0.040 0.732 0.465 0.487 2.054
Normative Influence -0.099 -1.462 0.145 0.316 3.168
Informative Influence 0.082 1.232 0.218 0.329 3.041
Household Income 0.041 1.074 0.283 0.981 1.019
Number of Children 0.050 1.304 0.193 0.988 1.013
R-squared = 0.536 (53.6%) F-value=24.699
Products Variables Standardized Collinearity Statistics
Category Coefficients
Beta t Sig. Tolerance VIF
p-value
Quality 0.076 1.751 0.081 0.804 1.243
Price 0.172 3.749 0.000** 0.730 1.371
Detergent Brand Name 0.340 6.461 0.000** 0.552 1.810
Product Information 0.019 0.390 0.697 0.638 1.567
Normative Influence -0.084 -1.541 0.24 0.517 1.934
Informative Influence -0.010 -1.176 0.860 0.465 2.151
Household Income 0.008 0.194 0.846 0.969 1.031
Number of Children 0.012 0.300 0.765 0.967 1.034
R-squared = 0.499 (49.9%) F-value=20.383
*Dependent variable - repurchase intention; ** Significant at <0.01; * Significant at <0.05
In conclusion, since F-values are well above 1 and at least one of the
independent variables is significantly related to dependent variables, hence the
model can be considered as valid (Hair, Anderson, Tatham, and Black, 1995;
Hair, Black, Babin, Anderson and Tatham, 2006; Pallant, 2007). In addition, inter-
item consistency reliability test (Cronbach‟s alpha coefficient) was performed to
identify the consistency of the respondents‟ answers to all the research items.
The result reveals high reliability scores among all factors with Cronbach‟s alpha
coefficient well above the recommended threshold of 0.70 and 0.80 (Nunally,
1978; Malhotra, 2004) - Please refer to Appendix 4. Principal component factor
analysis was conducted and the overall measure of sampling adequacy for the
set variables included in the analysis for each product category met the Kaiser‟s
criterion (KMO) and all the sets of variables exceeded the minimum requirement
of 0.50 and significant Barlett‟s Test of Sphericity was revealed (see Appendix 5).
5. Summary and Conclusions
Essentially, the research indicated that the majority of the consumers who
patronize the departmental stores, supermarkets, malls and hypermarkets were
young executives, single people with an income between RM2000 to RM4999.
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The findings of the research also suggested that consumers were consistently
brand conscious and preferred to buy established brands especially for
expensive products, for example, personal computer and branded perfume and
also if the product that they bought was highly visible and displayed status
connotation such as fashion clothing (Asseal, 1987; Sheth and Mittal, 2004).
Similarly, besides price, consumers also considered brand name as one of the
driving forces in their decision to purchase or repurchase a product even if the
products that they purchased were inexpensive items such as instant noodle,
instant coffee and detergent. Interestingly, when the consumers decided to
repurchase certain products, regardless of whether those products were
categorized as low or high involvement products, normative and informational
influence did not greatly influence their repurchase decision except for personal
computer in which informational influence strongly influenced the consumers
repurchase decision. This scenario could be due to the consumer‟s prior product
knowledge or past experiences with the products and these two factors were not
considered in the objective of this research.
It was also indicated that consumers emphasized more on product information
and acquired information from others for high involvement products particularly
personal computer as well as perfume which they thought might contain
substances that are prohibited by their religious beliefs. This could be due to the
fact that the consumers in the research were generally religious people,
especially Muslims who are very sensitive to the issue of “halal” products and as
such they would like to know the contents of the products either through their own
experiences or by getting the information from others whom they admire or trust.
The findings of this research supported the notion that consumer behavioural
theories may be applicable globally but consumers‟ tastes, preferences and
purchase decisions could be regionally or locally oriented and further influenced
by their cultural background and norms (Schutte and Ciarlante, 1998).
In addition, consumers tend to be quality conscious specifically for high
involvement products and price sensitive when it concerns low involvement
products. They would prefer to buy low involvement products which are locally
manufactured. In contrast, they would prefer foreign products when they decided
to buy high involvement products because they believed that products such as
personal computer, fashion clothing and branded perfume, besides established
brand names, are also of high quality as compared to locally made products. The
results of this research suggested that the forces that motivate consumers‟
intention to repurchase were driven by established brand names, quality, product
information and informational influence from significant others such as friends,
spouses, and family members, particularly for high involvement products
(personal computer). For low involvement products (such as instant noodle and
instant coffee) consumer repurchase intention were mainly driven by the quality
and the price of the products, besides conforming to spouses‟ choices. It was
also noted that consumers tend to purchase high involvement products mostly
during sales promotion and their purchase decision was partly influenced by
advertisements in magazines, catalogs and brochures. On the other hand, the
consumers‟ decision to purchase low involvement products was mainly
influenced by TV advertisements.
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19. Akir & Othman
The findings of this research implied that, regardless of whether the products
that the consumers purchase are low involvement products or high involvement
products, prior concerns of the businesses and managers or marketers are: (1)
consumers‟ involvement in the purchase process; (2) the importance that they
place on certain product attributes; and (3) how significantly others influence their
decision making process prior to the purchase, after the purchase is completed
and the post-purchase behaviour. Hence, this research is beneficial to managers
and marketers to streamline their marketing plans and strategies, in order to
capture the mind and heart of the consumers at large. As such, it is imperative for
marketers and managers to understand consumer behaviour beyond the
marketing stimuli but at the same time should also consider the consumers‟
cultural diversity, customs and norms. Nonetheless, there is an indication that this
research supports the general conception that consumers pay less attention to
price if: (1) other alternatives such as brand names, quality and other more
influential attributes are available (Dodds and Monroe, 1989; Dodds, Monroe, and
Grewal, 1991); and (2) they consider the importance of seeking others‟ opinion in
their choice decision.
In conclusion, the findings of this research has potential input to management
and marketing decision process as well as contribute to the body of knowledge in
terms of exploratory model building, methodology application, consumer
behaviour and marketing management fields.
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