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.
A Study on Customer Purchasing Behaviour on Durable Goods in Kukatpally, Hyde...ijtsrd
The consumer durable goods industry is operating in a highly competitive, complex and rapidly changing business environment. The consumer buying preferences are rapidly changing and moving towards high-end technology products. Products which were once considered luxury items have become a necessity because of the changing lifestyle and rising income levels. The consumer is brand-conscious, but not necessarily brand-loyal. Buyers tend to exhibit different types of buying behavior when they are in the process of purchasing goods and services and the behaviors witnessed are influenced by the type of product he she wants to buy. It is a very long process where the consumer makes the final decision whether or not to buy the product. This is called buying decision making. There are various factors which influence consumer decision making which include demographic socio-economic and cultural status etc. The major factors that affect consumer buying behavior are age, gender, income, social influence. In addition, from the product side price, durability, brand name, product features, after sales service etc., may also have a great impact on decision making. This project deals with the study on the factors that affect the consumer purchase behavior on Durable goods. This study is helpful for both business firm to maintain good customer relationship and for the consumer also as he need not look for more alternatives. Dr. E. Murali Darshan | Boosa Ravi Teja "A Study on Customer Purchasing Behaviour on Durable Goods in Kukatpally, Hyderabad" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-3 | Issue-2 , February 2019, URL: https://www.ijtsrd.com/papers/ijtsrd21493.pdf
Paper URL: https://www.ijtsrd.com/management/consumer-behaviour/21493/a-study-on-customer-purchasing-behaviour-on-durable-goods-in-kukatpally-hyderabad/dr-e-murali-darshan
A Study on Customer Purchasing Behaviour on Durable Goods in Kukatpally, Hyde...ijtsrd
The consumer durable goods industry is operating in a highly competitive, complex and rapidly changing business environment. The consumer buying preferences are rapidly changing and moving towards high-end technology products. Products which were once considered luxury items have become a necessity because of the changing lifestyle and rising income levels. The consumer is brand-conscious, but not necessarily brand-loyal. Buyers tend to exhibit different types of buying behavior when they are in the process of purchasing goods and services and the behaviors witnessed are influenced by the type of product he she wants to buy. It is a very long process where the consumer makes the final decision whether or not to buy the product. This is called buying decision making. There are various factors which influence consumer decision making which include demographic socio-economic and cultural status etc. The major factors that affect consumer buying behavior are age, gender, income, social influence. In addition, from the product side price, durability, brand name, product features, after sales service etc., may also have a great impact on decision making. This project deals with the study on the factors that affect the consumer purchase behavior on Durable goods. This study is helpful for both business firm to maintain good customer relationship and for the consumer also as he need not look for more alternatives. Dr. E. Murali Darshan | Boosa Ravi Teja "A Study on Customer Purchasing Behaviour on Durable Goods in Kukatpally, Hyderabad" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-3 | Issue-2 , February 2019, URL: https://www.ijtsrd.com/papers/ijtsrd21493.pdf
Paper URL: https://www.ijtsrd.com/management/consumer-behaviour/21493/a-study-on-customer-purchasing-behaviour-on-durable-goods-in-kukatpally-hyderabad/dr-e-murali-darshan
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.
Importance of Food Packaging and Its Relation to the Consumer's Demographic ...inventionjournals
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online
Dissertation report on switching behavior of consumer Pinkey Rana
Dissertation report on “To study the switching behavior of consumer special reference to urban market ”which is submitted by me in partial fulfillment of the requirement for the award of degree B.Com(Hons.) .
Determinants of consumer’ purchasing behaviour for Ready to Eat Food in Delhi...ANKIT VERMA
India is the world’s second largest producer of food next to China and has the potential of being biggest industry with food and agricultural sector. “Ready-to-eat food is food offered or exposed for sale without additional cooking or preparation, which is packed on the premises where sold and is ready for consumption” The paper aimed to examine the “Determinants of consumer’ purchasing behaviour for Ready to Eat Food in Delhi”.RTE will grow around 22% during 2014-19
Media consumption habits in Nepal exhibit a diverse landscape shaped by a blend of traditional and modern influences. While television remains a dominant force in the media landscape, particularly in rural areas where access to the internet may be limited, digital platforms are rapidly gaining traction, especially among urban youth. Social media platforms like Facebook, Instagram, and YouTube are increasingly popular, serving as sources of entertainment, news, and social interaction. Additionally, the rise of smartphones and affordable data plans has facilitated the proliferation of online streaming services, allowing Nepali consumers to access a wide range of content from around the world. Print media, though still relevant, is experiencing a gradual decline in readership, particularly among younger demographics. Overall, media consumption habits in Nepal reflect a dynamic interplay between traditional and digital formats, influenced by factors such as technological advancements, socioeconomic status, and cultural preferences.
Smartphones in Nepal have become ubiquitous, facilitating seamless communication providing access to a wide range of features. With the prevalence of 4G LTE technology, users experience, these devices play a pivotal role in bridging digital divides and shaping Nepal's evolving technological landscape.
Avant Garde conducted face-to-face interviews with 542 smartphone users in the Kathmandu Valley. The survey employed quantitative approach to analyze the results. The study aimed to analyze customers' perceptions, factors influencing attitude formation, frequent activities performed, and the preferred locations for purchasing smartphones.
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Similar to What Factors Influence Consumers' Purchase Decision Along With Quality (Certification) Mark.pdf
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.
Importance of Food Packaging and Its Relation to the Consumer's Demographic ...inventionjournals
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online
Dissertation report on switching behavior of consumer Pinkey Rana
Dissertation report on “To study the switching behavior of consumer special reference to urban market ”which is submitted by me in partial fulfillment of the requirement for the award of degree B.Com(Hons.) .
Determinants of consumer’ purchasing behaviour for Ready to Eat Food in Delhi...ANKIT VERMA
India is the world’s second largest producer of food next to China and has the potential of being biggest industry with food and agricultural sector. “Ready-to-eat food is food offered or exposed for sale without additional cooking or preparation, which is packed on the premises where sold and is ready for consumption” The paper aimed to examine the “Determinants of consumer’ purchasing behaviour for Ready to Eat Food in Delhi”.RTE will grow around 22% during 2014-19
Media consumption habits in Nepal exhibit a diverse landscape shaped by a blend of traditional and modern influences. While television remains a dominant force in the media landscape, particularly in rural areas where access to the internet may be limited, digital platforms are rapidly gaining traction, especially among urban youth. Social media platforms like Facebook, Instagram, and YouTube are increasingly popular, serving as sources of entertainment, news, and social interaction. Additionally, the rise of smartphones and affordable data plans has facilitated the proliferation of online streaming services, allowing Nepali consumers to access a wide range of content from around the world. Print media, though still relevant, is experiencing a gradual decline in readership, particularly among younger demographics. Overall, media consumption habits in Nepal reflect a dynamic interplay between traditional and digital formats, influenced by factors such as technological advancements, socioeconomic status, and cultural preferences.
Smartphones in Nepal have become ubiquitous, facilitating seamless communication providing access to a wide range of features. With the prevalence of 4G LTE technology, users experience, these devices play a pivotal role in bridging digital divides and shaping Nepal's evolving technological landscape.
Avant Garde conducted face-to-face interviews with 542 smartphone users in the Kathmandu Valley. The survey employed quantitative approach to analyze the results. The study aimed to analyze customers' perceptions, factors influencing attitude formation, frequent activities performed, and the preferred locations for purchasing smartphones.
The government of Nepal has implemented the clean feed policy from 23rd October 2020, restricting the broadcast of foreign advertisements in foreign channels.
The clean feed policy was implemented largely from the perspective of promoting the advertisement industry of Nepal. While it is too soon to evaluate the impact of the policy on the growth of the advertisement industry, Avant Garde Solutions conducted a preliminary study among 210 people from Kathmandu, Lalitpur, and Bhaktapur to know about their perception of the Clean feed policy.
Defection Analysis of Migrant Customers: Study of Post-Paid Telephone Subscri...Avant Garde Solutions
This study analyzes the defection trend of 48583 WLL-based post-paid type fixed telephone users of a telephone company from 19 September 2003 to 31 March 2008 who were registered and activated under 7 distinct categories. Weibull duration model with multiple regression equations has been used to predict the defection and debt pattern using maximum likelihood, based on the steadily rising risk of defection. According to the findings, compared to non-migrants, migrant workers cease their services at least 4.3% earlier in their survival period. Additionally, this study found that in post-paid type WLL based fixed phones, migrant customers have a 26.56% higher chance of leaving without paying the final bill than non-migrant customers.
Nepali consumer sentiment during covid 19 lockdown | Avant Garde SolutionsAvant Garde Solutions
This material reflects preliminary insights of Nepali Consumer Sentiment during COVID 19 lockdown. Data were collected using self-administered survey (CAWI) with 150 respondents inside Kathmandu valley between 24 Apr to 8 May 2020.
Disclaimer: The information has not been independently verified by Avant Garde and bear no obligation on its representation hereby expressing disclaims any liability with respect thereto.
Executive Seminar on Market Promotion of 4G LTE
Avant Garde Solution in collaboration with Kathmandu University School of Management and IETE Nepal Chapter organized a seminar program to disseminate their research findings on inadequate market achievement of 4G LTE. The findings were presented to prominent marketing practitioners from telecom sector. The presentation was followed by panel discussion. The studies explored customers’ perspective on 4G-LTE sector especially their perception and attitude towards purchasing these products.
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Executive Seminar on Market Promotion of Electric Vehicle
Avant Garde Solution in collaboration with Kathmandu University School of Management and IETE Nepal Chapter organized a seminar program to disseminate their research findings on inadequate market achievement of Electric Vehicle. The findings were presented to prominent marketing practitioners from the automobile sector. The presentation was followed by panel discussion. The studies explored customers’ perspective on Electric Vehicle sector especially their perception and attitude towards purchasing the Electric Vehicles.
Follow us on:
Official Website: https://avantgarde.com.np/
Facebook: https://www.facebook.com/avantgardesolution/
Twitter: https://twitter.com/avantgarde_np
Google +: https://plus.google.com/u/1/115737002829981519989
Linkedin: https://www.linkedin.com/company/avantgardesolution/
YouTube: https://www.youtube.com/channel/UCku7HZ27jdhp4q2pwsLur7Q
The European Unemployment Puzzle: implications from population agingGRAPE
We study the link between the evolving age structure of the working population and unemployment. We build a large new Keynesian OLG model with a realistic age structure, labor market frictions, sticky prices, and aggregate shocks. Once calibrated to the European economy, we quantify the extent to which demographic changes over the last three decades have contributed to the decline of the unemployment rate. Our findings yield important implications for the future evolution of unemployment given the anticipated further aging of the working population in Europe. We also quantify the implications for optimal monetary policy: lowering inflation volatility becomes less costly in terms of GDP and unemployment volatility, which hints that optimal monetary policy may be more hawkish in an aging society. Finally, our results also propose a partial reversal of the European-US unemployment puzzle due to the fact that the share of young workers is expected to remain robust in the US.
how to sell pi coins effectively (from 50 - 100k pi)DOT TECH
Anywhere in the world, including Africa, America, and Europe, you can sell Pi Network Coins online and receive cash through online payment options.
Pi has not yet been launched on any exchange because we are currently using the confined Mainnet. The planned launch date for Pi is June 28, 2026.
Reselling to investors who want to hold until the mainnet launch in 2026 is currently the sole way to sell.
Consequently, right now. All you need to do is select the right pi network provider.
Who is a pi merchant?
An individual who buys coins from miners on the pi network and resells them to investors hoping to hang onto them until the mainnet is launched is known as a pi merchant.
debuts.
I'll provide you the Telegram username
@Pi_vendor_247
Turin Startup Ecosystem 2024 - Ricerca sulle Startup e il Sistema dell'Innov...Quotidiano Piemontese
Turin Startup Ecosystem 2024
Una ricerca de il Club degli Investitori, in collaborazione con ToTeM Torino Tech Map e con il supporto della ESCP Business School e di Growth Capital
What website can I sell pi coins securely.DOT TECH
Currently there are no website or exchange that allow buying or selling of pi coins..
But you can still easily sell pi coins, by reselling it to exchanges/crypto whales interested in holding thousands of pi coins before the mainnet launch.
Who is a pi merchant?
A pi merchant is someone who buys pi coins from miners and resell to these crypto whales and holders of pi..
This is because pi network is not doing any pre-sale. The only way exchanges can get pi is by buying from miners and pi merchants stands in between the miners and the exchanges.
How can I sell my pi coins?
Selling pi coins is really easy, but first you need to migrate to mainnet wallet before you can do that. I will leave the telegram contact of my personal pi merchant to trade with.
Tele-gram.
@Pi_vendor_247
US Economic Outlook - Being Decided - M Capital Group August 2021.pdfpchutichetpong
The U.S. economy is continuing its impressive recovery from the COVID-19 pandemic and not slowing down despite re-occurring bumps. The U.S. savings rate reached its highest ever recorded level at 34% in April 2020 and Americans seem ready to spend. The sectors that had been hurt the most by the pandemic specifically reduced consumer spending, like retail, leisure, hospitality, and travel, are now experiencing massive growth in revenue and job openings.
Could this growth lead to a “Roaring Twenties”? As quickly as the U.S. economy contracted, experiencing a 9.1% drop in economic output relative to the business cycle in Q2 2020, the largest in recorded history, it has rebounded beyond expectations. This surprising growth seems to be fueled by the U.S. government’s aggressive fiscal and monetary policies, and an increase in consumer spending as mobility restrictions are lifted. Unemployment rates between June 2020 and June 2021 decreased by 5.2%, while the demand for labor is increasing, coupled with increasing wages to incentivize Americans to rejoin the labor force. Schools and businesses are expected to fully reopen soon. In parallel, vaccination rates across the country and the world continue to rise, with full vaccination rates of 50% and 14.8% respectively.
However, it is not completely smooth sailing from here. According to M Capital Group, the main risks that threaten the continued growth of the U.S. economy are inflation, unsettled trade relations, and another wave of Covid-19 mutations that could shut down the world again. Have we learned from the past year of COVID-19 and adapted our economy accordingly?
“In order for the U.S. economy to continue growing, whether there is another wave or not, the U.S. needs to focus on diversifying supply chains, supporting business investment, and maintaining consumer spending,” says Grace Feeley, a research analyst at M Capital Group.
While the economic indicators are positive, the risks are coming closer to manifesting and threatening such growth. The new variants spreading throughout the world, Delta, Lambda, and Gamma, are vaccine-resistant and muddy the predictions made about the economy and health of the country. These variants bring back the feeling of uncertainty that has wreaked havoc not only on the stock market but the mindset of people around the world. MCG provides unique insight on how to mitigate these risks to possibly ensure a bright economic future.
how to swap pi coins to foreign currency withdrawable.DOT TECH
As of my last update, Pi is still in the testing phase and is not tradable on any exchanges.
However, Pi Network has announced plans to launch its Testnet and Mainnet in the future, which may include listing Pi on exchanges.
The current method for selling pi coins involves exchanging them with a pi vendor who purchases pi coins for investment reasons.
If you want to sell your pi coins, reach out to a pi vendor and sell them to anyone looking to sell pi coins from any country around the globe.
Below is the contact information for my personal pi vendor.
Telegram: @Pi_vendor_247
NO1 Uk Divorce problem uk all amil baba in karachi,lahore,pakistan talaq ka m...Amil Baba Dawood bangali
Contact with Dawood Bhai Just call on +92322-6382012 and we'll help you. We'll solve all your problems within 12 to 24 hours and with 101% guarantee and with astrology systematic. If you want to take any personal or professional advice then also you can call us on +92322-6382012 , ONLINE LOVE PROBLEM & Other all types of Daily Life Problem's.Then CALL or WHATSAPP us on +92322-6382012 and Get all these problems solutions here by Amil Baba DAWOOD BANGALI
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how can i use my minded pi coins I need some funds.DOT TECH
If you are interested in selling your pi coins, i have a verified pi merchant, who buys pi coins and resell them to exchanges looking forward to hold till mainnet launch.
Because the core team has announced that pi network will not be doing any pre-sale. The only way exchanges like huobi, bitmart and hotbit can get pi is by buying from miners.
Now a merchant stands in between these exchanges and the miners. As a link to make transactions smooth. Because right now in the enclosed mainnet you can't sell pi coins your self. You need the help of a merchant,
i will leave the telegram contact of my personal pi merchant below. 👇 I and my friends has traded more than 3000pi coins with him successfully.
@Pi_vendor_247
USDA Loans in California: A Comprehensive Overview.pptxmarketing367770
USDA Loans in California: A Comprehensive Overview
If you're dreaming of owning a home in California's rural or suburban areas, a USDA loan might be the perfect solution. The U.S. Department of Agriculture (USDA) offers these loans to help low-to-moderate-income individuals and families achieve homeownership.
Key Features of USDA Loans:
Zero Down Payment: USDA loans require no down payment, making homeownership more accessible.
Competitive Interest Rates: These loans often come with lower interest rates compared to conventional loans.
Flexible Credit Requirements: USDA loans have more lenient credit score requirements, helping those with less-than-perfect credit.
Guaranteed Loan Program: The USDA guarantees a portion of the loan, reducing risk for lenders and expanding borrowing options.
Eligibility Criteria:
Location: The property must be located in a USDA-designated rural or suburban area. Many areas in California qualify.
Income Limits: Applicants must meet income guidelines, which vary by region and household size.
Primary Residence: The home must be used as the borrower's primary residence.
Application Process:
Find a USDA-Approved Lender: Not all lenders offer USDA loans, so it's essential to choose one approved by the USDA.
Pre-Qualification: Determine your eligibility and the amount you can borrow.
Property Search: Look for properties in eligible rural or suburban areas.
Loan Application: Submit your application, including financial and personal information.
Processing and Approval: The lender and USDA will review your application. If approved, you can proceed to closing.
USDA loans are an excellent option for those looking to buy a home in California's rural and suburban areas. With no down payment and flexible requirements, these loans make homeownership more attainable for many families. Explore your eligibility today and take the first step toward owning your dream home.
If you are looking for a pi coin investor. Then look no further because I have the right one he is a pi vendor (he buy and resell to whales in China). I met him on a crypto conference and ever since I and my friends have sold more than 10k pi coins to him And he bought all and still want more. I will drop his telegram handle below just send him a message.
@Pi_vendor_247
Resume
• Real GDP growth slowed down due to problems with access to electricity caused by the destruction of manoeuvrable electricity generation by Russian drones and missiles.
• Exports and imports continued growing due to better logistics through the Ukrainian sea corridor and road. Polish farmers and drivers stopped blocking borders at the end of April.
• In April, both the Tax and Customs Services over-executed the revenue plan. Moreover, the NBU transferred twice the planned profit to the budget.
• The European side approved the Ukraine Plan, which the government adopted to determine indicators for the Ukraine Facility. That approval will allow Ukraine to receive a EUR 1.9 bn loan from the EU in May. At the same time, the EU provided Ukraine with a EUR 1.5 bn loan in April, as the government fulfilled five indicators under the Ukraine Plan.
• The USA has finally approved an aid package for Ukraine, which includes USD 7.8 bn of budget support; however, the conditions and timing of the assistance are still unknown.
• As in March, annual consumer inflation amounted to 3.2% yoy in April.
• At the April monetary policy meeting, the NBU again reduced the key policy rate from 14.5% to 13.5% per annum.
• Over the past four weeks, the hryvnia exchange rate has stabilized in the UAH 39-40 per USD range.
Latino Buying Power - May 2024 Presentation for Latino CaucusDanay Escanaverino
Unlock the potential of Latino Buying Power with this in-depth SlideShare presentation. Explore how the Latino consumer market is transforming the American economy, driven by their significant buying power, entrepreneurial contributions, and growing influence across various sectors.
**Key Sections Covered:**
1. **Economic Impact:** Understand the profound economic impact of Latino consumers on the U.S. economy. Discover how their increasing purchasing power is fueling growth in key industries and contributing to national economic prosperity.
2. **Buying Power:** Dive into detailed analyses of Latino buying power, including its growth trends, key drivers, and projections for the future. Learn how this influential group’s spending habits are shaping market dynamics and creating opportunities for businesses.
3. **Entrepreneurial Contributions:** Explore the entrepreneurial spirit within the Latino community. Examine how Latino-owned businesses are thriving and contributing to job creation, innovation, and economic diversification.
4. **Workforce Statistics:** Gain insights into the role of Latino workers in the American labor market. Review statistics on employment rates, occupational distribution, and the economic contributions of Latino professionals across various industries.
5. **Media Consumption:** Understand the media consumption habits of Latino audiences. Discover their preferences for digital platforms, television, radio, and social media. Learn how these consumption patterns are influencing advertising strategies and media content.
6. **Education:** Examine the educational achievements and challenges within the Latino community. Review statistics on enrollment, graduation rates, and fields of study. Understand the implications of education on economic mobility and workforce readiness.
7. **Home Ownership:** Explore trends in Latino home ownership. Understand the factors driving home buying decisions, the challenges faced by Latino homeowners, and the impact of home ownership on community stability and economic growth.
This SlideShare provides valuable insights for marketers, business owners, policymakers, and anyone interested in the economic influence of the Latino community. By understanding the various facets of Latino buying power, you can effectively engage with this dynamic and growing market segment.
Equip yourself with the knowledge to leverage Latino buying power, tap into their entrepreneurial spirit, and connect with their unique cultural and consumer preferences. Drive your business success by embracing the economic potential of Latino consumers.
**Keywords:** Latino buying power, economic impact, entrepreneurial contributions, workforce statistics, media consumption, education, home ownership, Latino market, Hispanic buying power, Latino purchasing power.
Latino Buying Power - May 2024 Presentation for Latino Caucus
What Factors Influence Consumers' Purchase Decision Along With Quality (Certification) Mark.pdf
1. WHAT FACTORS INFLUENCE CONSUMERS' PURCHASE DECISION ALONG
WITH QUALITY (CERTIFICATION) MARK
ABSTRACT
Quality of fast moving consumer goods (FMCG) in the nations is a subject of debate where
standardization and quality certification is not mandatory. Consumers have to make purchase
decisions based on their perceived quality and experience. Identification of the factors building
consumer perception on quality of FMCG products, resulting in purchase and repurchase decisions,
are important for understanding consumer behavior. Also, the changing socio-economic context and
effect of globalization is a subject of study in emerging markets.
Although there is national quality certification agency and widespread visibility of
International Standardization Organization (ISO) there is no mandatory legal provision for
manufactures to obtain Quality certification mark. Also, consumer's perception on quality among
consumers in Nepal and its relationship with perceived quality had remained largely
unstudied or limited studied.
This paper examines the role of five highly influencing factors namely product
usefulness, brand image, price-quality relationship, involvement with the product, and
convenience. Also this paper analyzed the role of quality certification marks on Fast moving
consumer goods (FMCGs) products in consumer repurchase decision. A total of 195
consumers have been intercepted to collect their opinion through the survey questionnaires
immediately after their purchase from retail marts and super stores.
The results show that, among five factors, brand image is the only significant
indicator of perceived quality and certification mark moderate significantly to build consumer
attitude toward the FMCG products resulting in purchase/repurchase decision. Also, the
demographic variables sex, education, and age effect on repurchase decision.
2. 2
Nepal has human poverty index (HPI) of 31.12 and is a member country of world's
least developed countries. It has a human development index of 0.458 and therefore major
sections of Nepali consumers are in the Bottom of the Pyramid (BOP). This research also
found that consumers in Bottom of Pyramid (BOP) are quality conscious, prefer branded
product. Also, the results indicate increasing scope of medium and large scale retail marts and
stores in emerging market.
Keywords: FMCG, repurchase decision, perceived quality, quality certification mark.
INTRODUCTION
In todays world, it is fair to state that 'everyone is a consumer' especially in urban and
semi-urban areas of human settlements. The role as a consumer is such that it lasts for
lifetime. Purchase of goods and services are to satisfy basic human needs or wants for food,
clothing, shelter, and entertainment. Need based purchase are generally for own consumption.
We make consumption and purchase decisions on regular basis. "In the most general
term, a decision is selection of an option from two or more alternative choices. And the scope
of consumer decision making is far broader than the mere selection of one brand from a
number of brands" Schiffman, Kanuk, & Kumar, p. 426 (2010).
With consumer decisions, we feel best about our selection of alternatives, based on
thorough knowledge of all possible facts about goods or services. Good shopping skills help
consumers make wise choices in today’s complex and diverse marketplace. In making
frequent purchases, consumers develop a set of evaluative criteria for use in making the
selection of the product to purchase. According to Boone and Kurtz (1995), commonly used
evaluative criteria include price, advertising, brand name, and country of origin.
3. 3
The study conducted on consumer's purchase behavior found that shopping frequency,
time in mall, travel time, convenience, purchase intent and demographical factors act as a
predictor variable of consumers' purchasing behavior (Nicholls et. all, 1996).
Limited studies have been found to analyze the consumers' purchase decision in
relation to quality certification marks obtained by product and services. According to Dick
(2000) from empirical perspective, previous research has failed to establish a causal
relationship between certification and improvement in operational performance of the firm
indicating no preference by consumer. The longitudinal studies in scholarly journals found no
relation or a negative one (King & Lenox, 2001; Heras, Dick & Casadesus, 2002).
This study conducted in Nepal on the role of five factors namely product usefulness,
brand image, price-quality relationship, involvement with the product, and convenience in
consumer repurchase decision of FMCG products and found brand image the significant
indicator of perceived quality and certification mark having significant moderating role. This
result has been found in different form compared to previous such research findings and may
be indicative towards the changing preferences of consumers in globalized society even from
the people with limited purchasing power.
The macroeconomic indicators of Nepal belong to the category of Least Developed
Country (LDC) and human development index of Nepal is 0.458 as reported by Central
Bureau of Statistics (2013). Nepali consumer market is emerging as it is evident from
improved purchasing power parity (PPP) index and declining poverty rates in past few years.
There are limited shopping malls like Bluebird and Bishal Bazar having relatively long
history but numerous shopping malls and retail marts have been emerged in the capital city of
Kathmandu and outside at recent. One of the prominent examples of retail store is
Bhatbhateni Superstore with its widespread coverage, scale, and expansion in last few years.
4. 4
Small retail stores like Big-mart, Saleways, K&K mart are new examples observed in
the city and other smaller shops have also developed in new stores where consumer can see
the products with its price tags and make a selection. Also, the increasing coverage of
advertisements in daily popular newspapers, Television, and FM radio broadcasting of
international branded products and their availability in these retail marts and superstores had
provided consumer choices in making purchase decisions more selective.
Quality of daily consumable products popularly known as fast moving consumer
goods (FMCG) in Nepali context has been the subject of debate. Consumer's perception on
quality among Nepali people and its relationship with different aspects of perceived quality
had remained largely unstudied or limited studied.
Nepal bureau of standards and measurements (NBSM) and International Standard
Organization (ISO), and Hazard Analysis and Critical Control Process (HACCP) are the
organizations existed in Nepal for quality certification of product and processes. But, their
influence in consumer purchase decision had not been comprehensively studied yet. Due to
the widespread coverage of FMCG products supplied through the small enterprises and
cottage industries and no mandatory legal provisioning of quality certification in the country,
there had been limited products available to the consumers certified with national quality
certification mark known as 'NS'.
The objective of this research is to identify the influencing factors in the consumer
purchase decision of FMCG products from nearby and reachable retail marts and stores.
Also, this research is to study the moderation effect of quality certification mark on purchase
decision of the consumers.
This research had been carried out by reviewing relevant literatures and prior research
studies to identify the research domain, research variables, develop a conceptual framework,
5. 5
and formulate hypotheses for testing. Hypotheses had been tested empirically through
research design using the primary data obtained through consumer survey.
These data had been collected by the researcher on his own and using enumerators.
These data had been collected by intercepting the consumers who have just made the
purchase of FMCG products in different representative areas of Kathmandu including small
retail marts and superstores. With representative sample size of 195 in number, data analysis
had been carried out using independent f-test, analysis of variances, correlation analysis and
multiple regression analysis.
LITERATURE REVIEW
Generally consumers have common needs and wants. Every consumer is an individual
and therefore has different preferences. Age, sex, occupation, average monthly household
income, and individual preferences influence 'what consumers buy?' Various external factors
like advertisements, promotions, peer recommendations, and parental preferences are likely
to influence consumer buying decision.
According to Schifffman, Kanuk, & Kumar, p. 426 (2010) not all consumer while
making decisions are in a situation to receive (or require) the same degree of information.
There are three specific levels of consumer decision making ranging from very high to very
low: extensive problem solving, limited problem solving, and routine response behavior. For
daily consumable goods consumers have experience with the product category and a well-
established set of criteria to evaluate the brands they are considering and exhibit routinized
response behavior. In some case, they may search for a small amount of additional
information or review what they already known.
6. 6
The nature of decision made by the consumers varies depending upon the category of
products being purchased. Broadly, two categories fast moving consumer goods (FMCGs)
and durables are taken into consideration.
Many authors have given their attention in the decision making process by consumers
while purchase. It is considered that consumer pass through various successive stages in
making choices about which products and services to buy (Berkowitz et al., 1997). Generally,
marketing literatures had defined five stages of purchase decision: problem recognition,
information search, evaluation of alternatives, purchase decision, and post-purchase behavior.
Research studies done about the information search category had been found mainly
focused on cost perspective. While making purchase decision consumers vary as to which
product attributes they see as most relevant and the importance as per the attribute attached to
it. They will pay the maximum attention to the attributes that delivered the sought benefits
(Kotler, 2000).
According to Schifffman, Kanuk, & Kumar, p. 431 (2010) consumers involved in
decision making on FMCGs may be loyal in these categories. It is highly probable that
consumers are loyal to more than one brand. They may try variety of brands and buy one
brand to which there is dominant loyalty. In purchase of FMCGs, situations are there when
consumers buys impulsively after being exposed to limited information search.
Regarding the durable goods replacement purchases, Bayus (1991) tried to develop a
model for better understanding of the timing applying alternative evaluation indicators such
as product value, size, styling, costs, and brand image. Capraro et al. (2003) analyzed the
effects of knowledge, switching risk, and satisfaction on the likelihood of defection.
The decision process in the actual purchase is the act of making the purchase or not.
The factors influencing the actual purchase include attitude of sellers, unanticipated
7. 7
situational factors, perceived risk, brand decision, vendor decision, quantity decision, timing
decision, and payment method decision. Nicholls et al. (1996) found in their study that
shopping frequency, time in mall, travel time, convenience, purchase intent and demographic
factors act as predictor variables to understand the differences in consumers’ purchase
behavior. In terms of demographic variables Rawwas et al. (1996) proposed a consumer
purchase decision model for the nationalistic and world minded consumers. Hsieh et al.
(2004) analyzed role of brand, country, and corporate dimensions on purchase behavior.
Consumers experience some level of satisfaction or dissatisfaction after the purchase
Bloemer et al., (2003). Such experience of customer satisfaction in consumer leads to re-
purchase behavior resulting to build customer loyalty. Roehm et al. (2002) investigated the
effects of loyalty programs on loyalty to packaged goods brands in their model to study on
customer loyalty. Lemon et al. (2002) used the expected future use, overall satisfaction, and
usage as independent variables to study customer loyalty.
The most generic form of assurance of quality of any product or services is to meet
the standards as per the specifications. In business, product or services having minimum
acceptable standards can be of having quality certification mark. Certification marks and
quality labels can be defined as 'marks used upon or in connection with the products and
services of one or more persons to certify regional or other origin, material, mode of
manufacture, quality, accuracy, or other characteristics of such goods or services' Phelps,
(1949).
'Quality labels are designed to provide the consumer with product quality information,
hence reducing the information asymmetry between suppliers and buyers Fotopoulos and
Krystallis, (2003). Salim and Mourad, (2008) has referred to Caswell, 1998; Jahn et al., 2005;
Karstens and Belz, (2006) about perceived credibility of quality labels 'A quality label assists
8. 8
the ill-informed consumer by transforming credence or experience attributes into 'quasi-
search attributes' that the consumer can search for'.
Researchers have different findings on significance of quality certification of products
and services. Brunco et. all.(2002) mentioned about objective and subjective type quality of
products and services. Product-oriented quality, process-oriented quality and quality control
constitute objective quality where as user oriented quality as subjective quality.
According to Dragusanu et. all. (2014) the basic logic behind the certifications is that
they provide credible information to consumers about the attributes of products. Certification
marks simply certify that products meet given conditions and argued that certification scheme
that maximizes social welfare is the one that maximizes aggregate consumer surplus
(Menapace and Moschini, 2010). They concluded that certification improves the ability of
reputation to operate as a mechanism for assuring quality.
Furthermore, researchers found quality certification widely used in U.S. and
Geographic Indicators (GIs) used in Europe. Confusion already exists among consumers
about the relation between geographical origin and existing GI labels in Europe and
certification marks in the U.S. (Marette et al., 2007). From an empirical perspective, Dick
(2000) mentioned that previous research has failed to establish a causal relationship between
certification and improvement in operational performance.
Although few practitioner surveys suggest an association between certification and
improvement in operational performance (e.g., Rao et al, 1997; Jeng, 1998), but longitudinal
studies in scholarly journals have found either no such relationship or a negative one (King &
Lenox, 2001; Heras, Dick & Casadesus, 2002). Also, the results of research study by Terlaak
and King (2004) suggest that certified facilities grow faster after certification, and that
operational improvements do not account for this growth. Results also indicate that the
9. 9
growth effect is greater when buyers have greater difficulty acquiring information about
suppliers.
In an study about people judging the quality of two foods- shrimp and cheese- at two
price levels and two consumption situations found that perceived price had a positive impact
on perceived quality among highly involved consumers, and that the elegant physical
surroundings positively impacted the consumer's perceived quality and feelings during eating
(Torben, 2005).
Research findings of Masta, (2011) stated "Increasingly over the last few years,
competition for consumers’ food dollars has intensified. The Company believes its
competitive advantages include convenient locations, the quality of service it provides its
customers, competitive pricing, product variety, and quality and a pleasant shopping
environment."
Wijesundera, and Abeysekera (2010) research findings indicated that there were
statistical relationships between price, product, education, occupation and brand preference
and there was no statistical relationship between place, promotion, age, average monthly
household income, marital status, skin type, social factors, and substitute product with the
brand preference.
Singh and Sharma, (2013) found significant difference between the awareness among
the customers regarding the quality marks belongs to rural and urban areas. Also, the
demographic variables play an important role to influence the perception of customers
towards the quality marks in products. Results show that among the variables age, education
level, and gender have the most significant impact on consumer’s brand loyalty.
CONCEPTUAL FRAMEWORK
10. 10
Based on the literature research and discussion among various factors determining
consumer purchase decision, the conceptual framework of the study in reference to FMCG
product in this study has is shown in figure 2.
Figure 2
Conceptual framework of research.
Product Usefulness
Brand Image
Price-Quality
relationship
Involvement with
the product
Convenience:
- Availability
- Accessibility
- Shopkeeper behavior
Quality
certification
Marks
( , ISO)
Repurchase Decision
11. 11
Product usefulness measure the consumer's opinion of a product and inclination to use
it based on the situation they are currently purchased (Ziamou and Ratneshwar 2003). In this
research product usefulness had been used to measure the consumer opinion about the
product consumers had just purchased. It also measures their overall opinion on the product
from utilitarian point of view to fulfill needs. Brand measure a person's evaluation of a brand
with an emphasis on its quality relative to other brands (Keller and Aaker 1992). Brand
Image represents the overall opinion of the consumer about the brand they prefer among
others. Brand image evaluate the consumers likeness to the purchased brand they had
purchased just before compared to other brands.
Price-quality relationship measures a consumer's belief that there is a positive
relationship between product price and quality (Lichtenstein, Nancy, and Netemeyer 1993).
In this study consumer's general belief for a product had been taken considering positive
relationship between prices with quality. This implies that higher the price of a product, better
the quality. In saying the other way round consumers have to pay a bit more to buy the best.
As per the involvement theory, in regular and frequent purchases, consumers go
through almost no information search or very limited information search and demonstrate
routine response behavior which is very low in the continuum of involvement. People search
information of the product generally through seeing the product or feeling through touching
it. A thorough testing can also be a way to confirm repurchase.
Quality certification marks and quality labels can be defined as 'marks used upon or in
connection with the products and services of one or more persons to certify regional or other
origin, material, mode of manufacture, quality, accuracy, or other characteristics of such
goods or services' (Phelps, 1949). Quality certified products posses a mark on its packaging
and confirm to the minimum of its specifications. Quality certification marks may confirm to
product quality or process quality. Consumers are willing to pay a large premium for
12. 12
convenience, and an additional premium for certification of nutritional value (Masters and
Sanogo, 2002). Convenience in purchasing covers a number of factors. As per the
researcher's own experience and opinion convenience in consumer purchase and repurchase
decision of FMCG products refers convenient location, accessible distance, availability of
range of products, and seller behavior during purchase.
Based on the above conceptual framework following hypotheses had been formulated
for testing through the results.
H1: There is a positive relationship and significant effect of product usefulness, brand
image, positive attitude towards price-quality relationship, consumer involvement, and
convenience factors on consumer repurchase decision.
H2: Quality certification marks like (NS, ISO standards) significantly and positively
moderate on the consumer repurchase decision determined by the factors like product
usefulness, Brand Image, positive attitude towards price-quality relationship, Involvement
with the product, and convenience.
H3: Demographic variable like Gender significantly moderate on the consumer
repurchase decision determined by the factors like attitude toward usefulness of the
product, price-quality relationship, brand image, involvement with the product, and
convenience factors.
Research Design
This study had been carried out by collecting the consumer opinion on FMCG
products by intercepting the customers immediately after their purchase. Opinion had been
collected on local Nepali language for better understanding by all class and level of literate
consumers. Survey instruments for each variable have been adopted from the previous
research studies that are relevant to this study. Three survey items in nine points scale had
13. 13
been adopted to measure the 'product usefulness' from Ziamou and Ratneshwar (2003) with
cronbach's alpha ranged from .79 to .86. Likewise to measure the brand Image, two survey
instruments had been adopted having seven point scale from Lam and Mukherjee (2005)
having cronbach's alpha 0.94.
To measure the positive price quality relationship, two survey questionnaires in seven
point scale had been adopted from Lichtenstein, Ridgway, and Netemeyer (1993) having
cronbach's alpha of .78. Two items had been adopted to measure the 'Involvement with the
product' from Peck, and Terry (2003) having alpha of 0.71 validity and one item added based
on background of the study, literature, and the context.
Also, based on the literature review of the recent research reports four items
determining the convenience having their effect on consumer's purchase decision have been
prepared for survey. Also, based on the research objective two survey items, measuring the
moderating effect of quality certification mark, that influence consumer's purchase decision
have been developed and tested. The dependent variable repurchase decision question in nine
point scales had been adopted from Ziamou and Ratneshwar (2003). The face validity of
these questionnaires had been tested in the peer group within the MPhil class among five
scholars and a professor. The survey questionnaire in English as well as in Nepali language is
in Annexure-1.
Data
Considering the nature of respondents, questionnaire had been prepared in English
language and then translated to Nepali language. To test the reliability of the translation,
English language questionnaires had been administered to six different persons on Dec 03,
2014 and same persons were administered with Nepali language questionnaire after five days.
14. 14
The correlation coefficient of each respondent was checked that ranged from 0.53 to 0.87 to
an average value of 0.68.
Primary data had been collected by the researcher and three enumerators in different
locations of retail marts and superstores in capital city Kathmandu. The retail marts and
superstores belong to the areas of Kathmandu, and Lalitpur district located in Satungal,
Bhatbhateni superstore Kalanki and Krishna Galli Patan, Kirtipur, Mid Baneshwor, and
Samakhushi. A prior permission had been taken from the manager of superstore and shop
keeper for data collection. Respondents had been surveyed with proper introduction of the
researcher and enumerators.
The time for data collection was early morning from 7 AM to 9AM, afternoon from 1
PM to 6 PM and evening from 7 PM to 8 PM at which there is generally rush in the stores.
Respondents were the shoppers visited the shop during the time at which enumerator and
researcher was present at the place. One response took from 5 to 7 minutes. Among the
requested some of them turned down the request, while some questionnaires were found not
filled completely. Valid data had been reported while analyzing the results.
Data Analysis and Results
In the questionnaire, each item of all variables were collected from lower value
(Strongly Disagree) to higher value (Strongly Agree) except for the questionnaires of
dependent variable 'repurchase decision' and 'brand image'. Therefore recompilation was
carried out for the variable 'brand image' in 7-point scale by reversing the value '1' to '7', '2' to
'6', '3' to '5' and vice versa with '4' remain unchanged. Also the dependent variable 'repurchase
decision' in 9-point scale, the response '1' recomputed to '9', '2' to '8', '3' to '7', '4' to '6', and
vice versa with '5' remain unchanged. The computer application used for analysis was
Statistical Package for Social Science (SPSS) version 17.
15. 15
The questionnaires representing the variables had been computed in summated scales.
Descriptive statistics had been measured and hypotheses had been tested using independent t-
test, ANOVA, measure of correlation, and regression analysis. The regression model using
ordinary least squares method (Gujrati, Porter, and Gunasekar. 2009) for analysis is:
1 = 0 + 1 1 + 2 2 + 3 3 + 4 4 + 5 5 + μi ----------- Model 1
Where, y1 = Repurchase decision, x1 = Product Usefulness, x3 = Attitude toward the
brand Image, x4 = Attitude toward the price-quality relationship, x4 = Perception on quality
due to product attributes, x5 = Convenience factors, μi = Residual Term
The second regression model used for analysis to study the moderating effect on the
variables was:
1 = 0 + 1i 1i + 2 2 + 3 + 3 1i + 4 2i + μi ----------- Model 2
Where, Y1 = Repurchase decision, x1i = Significant ith
variable obtained from model
1, x2 = Moderating variable Quality Certification (QC) mark, d = Dummy Variable for
gender, 0 = Male, 1 = Female, I1i = Interaction Variable (Significant variable in Model 1and
QC Mark), I2i = Interaction variable (Significant variable in Model 1 and Dummy), μi =
Residual Term
Reliability Analysis
Cronbach's alphas were calculated for each instrument. The result of reliability
analysis before and after item deletion has been presented in table 1. For the instrument
'attitude toward brand image' even after recoding cronbach's alpha remain unchanged.
Among six variables cronbach's alpha of five variables exceeded 0.6 while it suffered
for the variable 'Purchase decision due to Involvement with the product'. Therefore, among
three items 'I identify the quality of the product by inspection' had been dropped. This led to
result the cronbach's alpha of .584. Considering the cronbach's alpha value obtained as .71 by
16. 16
Peck, and Terry (2003) while testing reliability of this variable 'Involvement with the
product', this variable had been taken for further analysis.
Comparison among different groups
In order to identify the statistically significant difference in the effect of independent
research variables and dependent variable F-test and t-test had been carried out. Also the
descriptive statistics of all the research variables with overall and gender wise mean and
standard deviation along with F statistics are given in table 2.
Analysis of Variance (ANOVA) between demographic variables and study variables
A One way Analysis of variance had been conducted between respondents profile and
research variables. The ANOVA result is in table 3.
One way ANOVA showed no statistically significant difference between occupation,
and average monthly household income of the consumers with research variables. However
significant differences exist among age groups on 'convenience factor' (F=2.951, F<.05) and
the levels of education on 'involvement with the product' (F=2.802, F<.05). Multiple
comparisons using Post Hoc tests using means differences of variables 'convenience factor'
and 'involvement with the product' is sown in table 4. The test showed that the consumers
below the age of 19 consider 'involvement with the product' factor differently as compared to
age group 20-24 and 25-34. Also, the consumers having education level up to SLC consider
"convenience factor" differently compared to Intermediate and Bachelor level.
Pearson correlation coefficient was computed to find the relationship between the
research variables under study and demographic variables as shown in table 5. The results
showed significantly (p<.05) negative relationship between consumer Age-group with
product usefulness. The result showed significantly positive relationship between the factor
17. 17
Brand Image with Sex (female consumers) and average monthly household income. Also, the
factor repurchase decision has significantly positive relation with the female consumers.
To examine the nature and strength of relationship between the different variables
under study Pearson correlation test was conducted which is shown in table 6. While
observing the table 6, a significant positive correlation (p<.01) exists between the consumer's
repurchase decision due to usefulness of the product with all other study variables Brand
image, PQ relationship, Involvement, QC mark, and convenience. However there is no
significant relationship exists with repurchase decision. Also, brand image has a strong
significant positive correlation (p<.01) with repurchase. The variable price-quality
relationship has a significant positive correlation (p<.01) with convenience factor and
positive correlation (p<.05) with the factor involvement with the product. The convenience
factor had a statistically significant positive correlation (p<.01) with all studied variables
except brand image. However, Repurchase decision has a statistically significant positive
correlation (p<.01) with Brand image and QC mark (p<.05).
The robustness of the relationship between the different variables was tested using
regression analysis. At first, as per model 1, independent variables Product Usefulness, Brand
Image, PQ-relationship, Involvement with the product, and convenience were regressed
against the dependent variable repurchase decision. In the second step, as per model 2,
moderating effect of Gender and QC-Mark on the repurchase decision was analyzed on the
variables observed statistically significant in step one.
The regression analysis of the result obtained as per model 1 is depicted in table 7.
The result of regression analysis resulted 'Brand' having statistically significant (F = 8.612, p
= 0.000) relationship with consumers' repurchase decision. However, other variables have
been observed insignificant with the dependent variable. This model-4 had R2
value of 0.087
and adjusted R2
value of 0.077.
18. 18
To examine the moderating effect of QC mark on brand image and consumer's
repurchase decision, a new variable Interaction1 (Brand × QC mark) was computed and
regressed. The result showed statistically significant (F = 14.792, p = 0.000) effect as in table
8. This model-2 had R2
value of 0.075 and adjusted R2
value of 0.070. This analysis showed
that Quality certification mark has moderating effect on Branded products that influence
positively on repurchase decision.
Also to test the moderating effect of Gender on brand image and consumer's
repurchase decision, a new variable Interaction2 (Brand × Gender) was computed.
Regression analysis was conducted by incorporating this new variable in the model that
yielded the result shown in table 9.
The result show that Gender does not moderate on the consumer's repurchases due to
the brand image. This model has F= 8.675 with R2
value of 0.090 and adjusted R2
as 0.079.
Based on the result of multiple regression analysis and moderated multiple regression
analysis, the hypothesized relationships have been tested. The result of this research found
that there is a positive relationship and significantly positive effect of 'brand image' on
consumer repurchases decision. While the factors product usefulness, positive attitude
towards price-quality relationship, Involvement with the product, and convenience have no
significant effect on repurchase decision. Also the quality certification marks like (NS, ISO
standards) significantly and positively moderate on the consumer repurchase decision due to
the factor 'Brand Image'. The demographic variable 'gender' does not moderate the repurchase
decision.
SUMMARY OF FINDINGS, DISCUSSIONS, AND IMPLICATIONS
Consumer's purchase and repurchase decision of FMCG products is related with
customer satisfaction. Generally the prime factors influencing customer satisfaction are
19. 19
quality products at right price, proper after sales service, and delivering the promised
benefits.
Out of the five influencing factors of trial purchase and repurchase of FMCG
products, this research found the consumers opinion on factors that influence in descending
priority order as product usefulness (M=6.63, SD=1.69), Brand image (M=5.16, SD=1.41),
Convenience (M=4.78, SD=1.26), price-quality relationship (M=4.56, SD=1.64), and product
attributes (M= 3.74, SD=1.42).
This study found statistically significant difference among age groups on
'convenience factor' and the level of education on 'involvement with the product in repurchase
decision. However no significant difference had been observed between occupation and
average monthly household income with research variables.
While analyzing the relationship between demographic variables and factors effecting
consumer repurchase decision, significant relationship (p<.05) has been found between
consumer Age-group with product usefulness, Sex with brand image and repurchase decision,
and average monthly household income with brand image. However, no significant
relationship has been found among others. Also, during analysis of the relationship between
study variables, consumers' repurchase decision has a statistically significant relationship
with Brand image of the product and quality certification mark in the product. Also, the
correlation between other variables like product usefulness, Brand image, PQ-relationship,
involvement with the product, and convenience factor has been observed.
Multiple regression analysis resulted in 'Brand image' having statistically significant
relationship with consumers' repurchase decision. However, other variables were observed to
be insignificant with repurchase decision. Also the branded products moderated with Quality
20. 20
Certification Marks had a significantly positive relationship with repurchase decision.
However, Gender did not moderate the repurchase decision due to Brand Image.
DISCUSSIONS
The importance of utilitarian factor resembles with the universal phenomenon of
FMCG products as they are for daily use. The findings that the 'brand image' being most
significant is consistent with the finding of Bayus (1991), Boone and Kurtz (1995),
Schifffman, Kanuk, & Kumar (2010), Gihan Wijesundera (2010), and Sing & Sharma (2013).
The insignificance of the variable 'repurchase decision due to Involvement with the product'
suffered from its pre-conditions that touch is an effective tool in the absence of useful
product-related information as found by Peck, Joann and Wiggins, Jennifer (2006).
The price-quality relationship being second least significant is also consistent with the
finding of Schifffman, Kanuk, & Kumar (2010) as 'consumers often rely on price as an
indicator of quality in absence of direct experience or other information as brand, store
image'. This finding also resembles with the findings of Bakar et.al (2011) that 'price being a
management capability is supporting function for market oriented firms in free market
economy'. However, price and cost were significant factors of consumer decision in the
findings of the study conducted by Bayus (1991), Boone and Kurtz (1995).
The findings of this research do not significantly reveal convenience factor being
statistically significant factor influencing consumer repurchase decision despite of its
significant mean value (M=4.78). This result contradicts with the findings of Masta, D. A.
(2011) stated that "Increasingly over the last few years, competition for consumers’ food
dollars has intensified. The Company believes its competitive advantages include convenient
locations, the quality of service it provides its customers, competitive pricing, product
variety, and quality and a pleasant shopping environment." This may be due to the context as
21. 21
well as purpose of the study being professional and academic. However, Nicholls et al.
(1996) had found 'convenience' along with other factors as significant variable influencing
consumer repurchase decision.
Finding of this research, on role of demographic variable in repurchase decision, that
age, sex, and education have a significant role in consumer purchase decision on brand image
exactly resembles with the finding with Singh and Sharma, (2013). The statistical relationship
between the price, product, education, and occupation was found insignificant in this
research. Also, the relationship between the age and average monthly household income with
research variables found significant. Both the relationship contradicted with the findings of
Gihan Wijesundera (2010). This may be due to the reason that the Gihan Wijesundera (2010)
study was to measure the attitude towards only one product (beauty soap) while this study
was on the repurchase decision of FMCG products.
The revelation of results from the regression analysis that, only 'brand image' having
strong relationship with consumer repurchase decision show consumers increasing inclination
towards consumerism of the society created by multinational enterprises and globalization.
This finding is in line with the several other studies referred in this research. Considering the
Human Development index of Nepal (0.458), Nepali consumers being at the Bottom of the
Pyramid (BOP) have been found to be very brand conscious as mentioned by Pralhad, C.K.
(2010).
The result of moderation effect of quality certification mark to branded products on
repurchase decision is consistent with the findings of Sanchez et al., (2001) reported a
positive relationship between the presence of quality standards and aspects related to food
safety. However, no moderation effect (p=.056) of gender on repurchases decision of branded
product was found in regression analysis.
22. 22
IMPLICATIONS
This research was carried out rigorously using robust statistical methods and most of
its results resemble with the findings of previous researches. The generalizability of findings
of this research has a valid ground. Academicians, researchers, and professionals in this field
can find these research findings useful for academic and professional use.
This research has a wider coverage of population and market. Retail marketer and
superstores can find practical implications to increase their sales and customer handling.
They can increase their sales concentrating more on branded and clearly labeled and
packaged products. Also, this research reveal that, FMCG producers can sustain their
business only by selling products on the brand with proper labeling and quality certification.
Preference of the people on convenience factor and branded products showed that
consumers in emerging market and on BOP have more preference on superstores and mini-
marts where they can select product of their choice irrespective of the physical inspection.
This shows that there is increasing scope of medium scales marts and large scale stores in
emerging markets availing with the various products with minimum assured quality
represented with brand and labeling.
Further, this research has an academic implication for students and researchers where
they can further research by covering more cities, and contexts. More demographic variables
and additional factors affecting consumer purchase decision may be captured. Also, this
research may be carried out based on single product category.
23. 23
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28. 28
ANNEXURE-I
Survey questionnaires to identify the factors influencing consumer's purchase
decision along with quality certification mark.
Dear Respondent,
This survey is being conducted for the partial fulfillment of the course Masters in Philosophy
under Kathmandu University School of Management. You are about to participate in a
Market Research Activity on the identification of factors influencing consumer's purchase
decision along with quality certification mark. Your participation is purely voluntary and
your unbiased judgment may have fruitful implication on academic as well as practical field.
Also, you have the choice to opt out of this activity at any time.
For each of the statements, please indicate your score ratings as mentioned against each
question.
1. How useful is the product you have bought?
1 2 3 4 5 6 7 8 9
Not at all
Useful
Very useful
2. What is your overall opinion of the product
you have purchased just now?
1 2 3 4 5 6 7 8 9
Very
Unlikely
Very Likely
3. How likely are you to repurchase this product
again?
1 2 3 4 5 6 7 8 9
Very
Unlikely
Very Likely
4. What is your overall opinion about Brand Image
you have bought?
1 2 3 4 5 6 7
Good Bad
5. How much do you like Brand Image of the product
you have purchased just before?
1 2 3 4 5 6 7
Like very
much
Very
useful
6. Generally speaking, the higher the price of a
product, better the quality.
1 2 3 4 5 6 7
Disagree
Strongly
Agree
Strongly
7. You always have to pay a bit more for the best.
1 2 3 4 5 6 7
Disagree
Strongly
Agree
Strongly
8. I identify the quality of any product by seeing it.
1 2 3 4 5 6 7
Disagree
Strongly
Agree
Strongly
29. 29
9. I identify the quality of the product by touching it.
1 2 3 4 5 6 7
Disagree
Strongly
Agree
Strongly
10. I identify the quality of the product by inspection.
1 2 3 4 5 6 7
Disagree
Strongly
Agree
Strongly
11. Quality Certification (QC) mark, like and
ISO, is really convincing for me to purchase the
product.
1 2 3 4 5 6 7
Disagree
Strongly
Agree
Strongly
12. I believe that Quality Certification (QC) marks,
like and ISO, are true measures of quality.
1 2 3 4 5 6 7
Disagree
Strongly
Agree
Strongly
13. The shop that I bought is located very convenient
to me.
1 2 3 4 5 6 7
Disagree
Strongly
Agree
Strongly
14. The shop that I bought is very accessible to me.
1 2 3 4 5 6 7
Disagree
Strongly
Agree
Strongly
15. The shop that I bought is available with all daily
consumable goods.
1 2 3 4 5 6 7
Disagree
Strongly
Agree
Strongly
16. I shop there because shopkeeper behavior during
purchase is very good.
1 2 3 4 5 6 7
Disagree
Strongly
Agree
Strongly
Age:------------ Gender: Male / Female / Other
Occupation: 1. Business Person 2. Job Holder 3. Student 4.House wife 5. Others
Education: 1. Up-to SLC 2. Intermediate 3. Bachelor degree 4. Masters and above
Monthly income of family: 1. Less than NPR 15,000 per month 2. NPR 15,000 to 30,000
per month 3. NPR 30,000 to 50,000 per month 4. NPR 50,000 and above
<<< Thank you very much for taking the time for your help to this study>>>
30. 30
उपभोक्ता खरिद निर्णयमा प्रभाव पािे गुर्स्ति प्रमार् चिन्ह सहहतका कािक
तत्वहरुको पहहिािका लाचग सर्बे
महोदय ,
यो सर्बे काठमान्डौं ववश्वववद्यालय व्यर्बस्थापि संकाय स्िातकोत्ति तह दर्णि र्ास्र बर्बषयको आंशर्क
परिपूनतणका लाचग गरिएको हो । तपााँई उपभोक्ता खरिद निर्णयमा प्रभाव पािे गुर्स्ति प्रमार् चिन्ह सहहतका
कािक तत्वहरुको पहहिाि सम्र्बन्न्ि र्बजाि cिुसन्िाि कायणमा सहभागी हुिु हुदैछ । तपााँईको सहभाचगता बर्बर्ुद्ध
स्वैन्छछक हो । तपााँईको निस्पIIIf मुल्याङ्किले र्ैlIfक एवं व्यर्बर्ानयक If]रमा फलदायी प्रभाव पािण सक्िेछ ।
तपााँई क
ु िै पनि समय यस कायणक्रमर्बाट र्बाहहरिि सक्िु हुिेछ ।
तलका प्रत्येक कथनमा तपााँईको मुल्याङ्कन सम्बन्धित प्रश्नसंगै c+ककत गनुुहोस् ।
१. तपााँईले ककिेको सामाि कन्त्तको उपयोगी छ ?
१ २ ३ ४ ५ ६ ७ ८ ९
पटक्क
ै उपयोगी
छैि ।
निक
ै उपयोगी
छ ।
२. तपााँईले भखणिै ककिेको सामाि र्बािे तपााँईको समग्र मुल्याङ्कि
क
े हो ।
१ २ ३ ४ ५ ६ ७ ८ ९
ििै ििाम्रो छ। ििै िाम्रो छ।
३. तपााँईले यही सामाि फ
े िी पनि ककन्िु हुन्छ त ?
१ २ ३ ४ ५ ६ ७ ८ ९
ककन्छ
ु । ककन्न्दि।
४. तपााँईले ककिेको सामािको ब्राण्ड (िाम) र्बािे तपााँईको समग्र
मुल्याङ्कि क
े छ ।
१ २ ३ ४ ५ ६ ७
िाम्रो ििाम्रो
५. तपााँईलाई भखणिै ककिेको सामािको ब्राण्ड कन्त्तको मि पछण ।
१ २ ३ ४ ५ ६ ७
िेिै मि पछण । मिै पदैि ।
६. सािािर्तया भन्िुपदाण, क
ु िै सामािको मुल्य र्बहि हुिुभिेको
गुर्स्ति पनि िाम्रो हुिु हो ।
१ २ ३ ४ ५ ६ ७
पटक्क
ै सहमत
छैि ।
िेिै
सहमत छ
ु ।
७. िाम्रो सामािको लाचग त cशल र्बहि नतिै पछण िी।
१ २ ३ ४ ५ ६ ७
पटक्क
ै सहमत
छैि ।
िेिै
सहमत छ
ु ।
८. मैले सामािको गुर्स्ति त हेिेि िै पत्ता लगाउाँछ
ु ।
१ २ ३ ४ ५ ६ ७
पटक्क
ै सहमत
छैि ।
िेिै
सहमत छ
ु ।
१ २ ३ ४ ५ ६ ७
31. 31
९. मैले सामािको गुर्स्ति छामेि पत्ता लगाउाँछ
ु ।
पटक्क
ै सहमत
छैि ।
िेिै
सहमत छ
ु ।
१०. मैले सामािको गुर्स्ति परिIfर् र्बाट पत्ता लगाउाँछ
ु ।
१ २ ३ ४ ५ ६ ७
पटक्क
ै सहमत
छैि ।
िेिै
सहमत छ
ु ।
११. मेिो वविािमा, 'गुर्स्ति प्रमार् चिन्ह' जस्तै , ISO, हरुिै
गुर्स्तिका सहह मापकहरु हुि् ।
१ २ ३ ४ ५ ६ ७
पटक्क
ै सहमत
छैि ।
िेिै
सहमत छ
ु ।
१२. मलाई सामाि ककन्दा 'गुर्स्ति प्रमार् चिन्ह' जस्तै , ISO,
हरुमाचथिै गुर्स्तिको ववश्वास लाग्दछ ।
१ २ ३ ४ ५ ६ ७
पटक्क
ै सहमत
छैि ।
िेिै
सहमत छ
ु ।
१३. मैले सामाि ककन्िे पसल मेिा लाचग निक
ै सुबर्बिाजिक छ ।
१ २ ३ ४ ५ ६ ७
पटक्क
ै सहमत
छैि ।
िेिै
सहमत छ
ु ।
१४. मैले सामाि ककन्िे पसल मलाई निक
ै पायक पदणछ ।
१ २ ३ ४ ५ ६ ७
पटक्क
ै सहमत
छैि ।
िेिै
सहमत छ
ु ।
१५. मैले सामाि ककन्िे पसलमा दैनिक उपभोग्य सामािहरु सर्बै
पाईन्छ ।
१ २ ३ ४ ५ ६ ७
पटक्क
ै सहमत
छैि ।
िेिै
सहमत छ
ु ।
१६. म यही पसलमा सामाि ककन्छ
ु ककिकी सामाि ककन्दा
साहुजीले गिे व्यर्बहाि िेिै िाम्रो छ ।
१ २ ३ ४ ५ ६ ७
पटक्क
ै सहमत
छैि ।
िेिै
सहमत छ
ु ।
ऊमेर: ----- र्बषण ललङग्: महहला / पुरुष / cन्य
पेशा: १ .
रयापाि २. जाचगि३. बर्बिाथी ४. गृहहर्ी ५.cन्य
लशIIIff: १ .एस .
एल
.
सी
.
सम्म २. आई .
ए
. ३. स्िातक ४. स्िाकोत्ति ि माचथ
पररवारको मालसक आय: १ .
रु
.
१५०००
|
- भन्दा थोिै २ .
रु
.
१५
,
०००
|
- देखख रु .
३०
,
०००
|
- सम्म
३ .
रु
.
३०
,
०००
|
- देखख रु .
५०
,
०००
|
- सम्म ४
.
रु
.
५०
,
०००
|
- भन्दा िेिै
-------
समय प्रगान गरर यस cध्य्यन सहयोग गनुु भएकोमा िधयबाग ।--------
32. 32
List of Tables
Table-1
Cronbach's Alpha of different variables
VARIABLE NO. OF
ITEMS
NO. OF
ITEMS
DELETED
CRONBACHE'S
ALPHA
WITHOUT ITEM
DELETION
CRONBACH'S
ALPHA WITH
ITEM
DELETION
Product usefulness 2 0 .702
Brand Image 2 0 .662
Price- Quality
relationship
2 0 .606
Involvement with the
product
3 1 .468 .584
QC mark 2 0 .820
convenience 4 0 .693
33. 33
Table-2
Descriptive statistics - Gender
VARIABLE Overall
Mean
Overall
SD
GENDER N MEAN
STD.
DEVIAT
ION
F p
Product usefulness 6.63 1.69 Male 118 6.57 1.64 0.370 0.544
Female 68 6.73 1.76
Purchase decision due to Brand Image 5.15 1.41 Male 116 4.98 1.43 2.203 0.139
Female 65 5.44 1.36
Purchase due to Price- Quality
relationship
4.56 1.54 Male 119 4.43 1.45 0.080 0.777
Female 68 4.78 1.67
Purchase decision due to Involvement
with the product
3.74 1.42 Male 119 3.76 1.33 0.440 0.508
Female 68 3.70 1.62
Perception on quality due to QC mark 4.84 1.62 Male 119 4.80 1.61 4.439 0.037
Female 67 4.96 1.65
Purchase decision due to convenience 4.78 1.26 Male 118 4.70 1.28 2.622 0.107
Female 67 5.00 1.18
Consumer's Repurchase decision 6.09 2.78 Male 117 5.73 2.66 6.757 0.010
Female 66 6.82 2.83
34. 34
Table-3
ANOVA - Socio-demographic groups of study variable
Group Usefulness Brand Image PQ relationship Involvement
F Sig. F Sig F Sig F Sig
Age-Group 2.326 .076 1.532 .208 2.172 .093 2.250 .084
Education 2.034 .111 .684 .563 .469 .705 2.802 .041*
Occupation 1.79 .133 .835 .505 1.42 .230 2.024 .093
Household
Income
.312 .869 2.049 .090 .759 .553 .804 .524
Group QC Mark Convenience Repurchase
F Sig. F Sig F Sig
Age-Group 1.423 .237 2.951 .034* .528 .664
Education 1.735 .162 .965 .410 1.402 .244
Occupation .279 .891 .337 .852 2.231 .068
Household
Income
.733 .570 .680 .606 .345 .847
P<.05*
35. 35
Table-4:
ANOVA-Post Hoc test using LSD method for multiple comparisons
Variable: Involvement with the product
Age -
group
1 2 3 4
1 - 0.70*
(0.005)
0.50*
(0.04)
0.40
(0.14)
2 - 0.20
(0.39)
0.30
(0.24)
3 - 0.09
(0.73)
4 -
Note: Age Group 1 = 19 & below, 2 = 20-24, 3 = 25-
34, 4 = 35 & above.
* The mean difference is significant at the 0.05 level.
Variable: Convenience factor
Level of
education
Up
to
SLC
Interm
ediate
Bachelor
degree
Masters
and
above
Up to SLC - 0.81*
(0.013
)
0.57*
(0.024)
0.24
(0.46)
Intermediate - 0.23
(0.45)
0.57
(0.12)
Bachelor
degree
- 0.34
(0.28)
Masters and
above
-
* The mean difference is significant at the 0.05 level.
36. 36
Table-5
Correlation between demographic and study variables
Age group Sex Occupation Education Income
Usefulness -.145*
.045 -.079 -.126 .065
PQ relationship .096 .108 -.032 .060 .114
Involvement -.137 -.021 .071 -.093 .118
QC mark -.037 .049 .033 -.023 -.021
Brand Image .081 .156*
-.040 .074 .164*
Convenience -.109 .119 .069 -.122 .078
Repurchase -.093 .190*
.080 -.120 -.071
Note: p<.01**, p<.05*.
37. 37
Table-6
Correlation between different study variables
Usefulness
Brand
Image
PQ
relationship
Involvem
ent QC mark convenience
Repurch
ase
Usefulness
Brand image .424**
PQ relation .196**
-.005
Involvement .284**
.027 .151*
QC mark .215**
.066 -.037 .114
Convenience .390**
.073 .218**
.330**
.236**
Repurchase .077 .264**
-.133 -.015 .147*
.036
Note: p<.01**, p<.05*, QC-Quality certification, PQ-Price Quality