CONSUMER BUYING BEHAVIOR (MR).pptx

7/27/2019 CONSUMER BUYING BEHAVIOR (MR).pptx

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CONSUMERBUYING BEHAVIOR

FORWASHINGMACHINE


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MARKETING RESEARCH

QUESTIONNAIRE

FOR

PRE-PURCHASE BEHAVIOUR TOWARDS WASHING MACHINE

Name ________________________

Age ________________________

Gender ________________________

Please mark a tick in the appropriate box of your choice.

OBJECTIVE I: To find out the factors influencing the consumers purchase

behavior towards washing machine

Likert Scale:

1. Strongly Agree

2. Agree

3. Neutral

4. Disagree

5. Strongly Disagree


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S. No. STATEMENTS 1 2 3 4 5

1 Price is an important factor before purchase of any washing

machine.

2 A well established brand name plays an important role in the

purchase decision.3 Purchase is affected by dealers or sales persons suggestion.

4 Purchase is influenced by family & friends opinions.

5 Purchase is given preference during festive season to avail

offers & discounts.

6 Celebrity endorsements influence the buying behavior.

7 After sale services is an important criterion for deciding upon

which washing machine to buy.

8 Durability/longevity plays an important role in purchasedecision.

9 People prefer to buy during exchange offers.

10 Washing machine can serve as status/luxury symbol.

11 Amount of water consumption & washing powder consumptionaffect purchase decision.


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Brand Name PreferenceWhirlpoolLGIFBSamsung

Videocon

ElectroluxAny other

OBJECTIVE II: To study the most preferred brand of washing machine.


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Type of Washing machine PreferenceTop loading manual functioningTop loading automaticFront loading semi-automaticFront loading fully automatic

OBJECTIVE III: To study the most preferred type of washing machine.


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RESEARCH METHODOLOGY

Nature of Research:

Quantitative type of research has been used, as all the data collected via

survey is based on numerical figures. Therefore, the study was descriptivein nature with survey method being used to complete the study.

Types of questions

The questions were straight forward & self-administered with the view toobtain maximum information from the respondents.

Data Collection

Primary Data- has been collected through the questionnaire keeping in

mind that the answers of respondents are relevant, accurate &

unbiased.

Secondary Data- consists of information that already exists like research

papers & journals, to understand the consumer behavior for washing

machine.


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Sample Design:

Sample Size:

The sample size was 50 consumers.

The population includedwashing machine users from CrossingsRepublik, Ghaziabad. The data was collected through personal

contact. Sampling element included individual respondents.

Sampling Unit:The respondents who were asked to fill the questionnaire are

the Sampling Unit. These comprises of males & females; house

makers or working.

Area Selected:

Consumers of Crossings Republik, Ghaziabad using washing

machines (Semi Urban Consumers) were selected for the

survey.


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Period of The Study:

The present study has been conducted during September 2013.

Tools for Data Collection:

Self-designed Questionnaire was used for collecting data from the

respondents.

The data was collected on a scale of 1 to 5 where 1 indicated Strongly

Agree and 5 indicated Strongly Disagree with the statement.

Tools for Data Analysis:

Item to total correlation was applied to check the internal consistency

of the questionnaires.

The measure was standardized through computation of reliability and

validity.

Factor analysis was applied to identify the under lying factors.


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RESULT AND DISCUSSION

Internal Consistency Test

Iterative item to total correlation was applied on the

responses received from the total sample of

consumers.

The items having higher correlation coefficient value

than the cut off value were retained for further

analysis.

There were 11 items out of which all were acceptedin the final Purchasing Behavior measure except 1

i.e. Family & Friends opinion.


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CONTD.

Reliability Test

Reliability tests were applied on the purchasing

behavior measure using SPSS and the value of

Cronbach Alpha reliability coefficient was found to

be 0.905.

Factor Analysis

Principal Component factor analysis with Varimaxrotation and Kiser normalization was applied. The

factor analysis of Purchasing Behavior converged

20 items into 5 factors.


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ITEM TO TOTAL CORRELATION CALCULATED

VALUE

Standard value

For the sample size of 50 students

r = Square root of {3.8416/(1+n)}

r = 3.8416/51.8416

r = 0.2722


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S. No Statements Values

1 Price 0.487672

2 Brand Name 0.473511

3 Dealers suggestion 0.394730

4 Festive seasons 0.866067

5 Celebrity endorsements 0.443142

6 After Sales Service 0.663138

7 Durability/Longevity 0.536370

8 Exchange offers 0.461431

9 Status/Luxury symbol 0.679464

10 Amount of water & washing powder consumption 0.736007

RESULTS OF ITEM TO TOTAL CORRELATION


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FACTOR ANALYSIS(KMO VALUE)

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .871

df 190

Sig. .000

Showing Results of Factor Analysis (Purchasing Behavior)


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Factor name Eigen value Variable convergence Loading

Total % Of Variance

1.Quality 7.481 37.404 Mileage .688

Price .685

Brand .670

Comfort and safety .617

CNG and GPS .613

Security .574

Spare parts .554

Power steering .516

After sales service .477

2. Reliability 1.750 8.752 Pickup .798

appearance .708

Maintenance cost .659

3. Automation 1.321 6.604 Automatic gearingsystem

.742

Button start .670

Open roof .668

4. Safety 1.203 6.013 ABS .751

Ground clearance .602

Hybrid technology .533

Radial tyres .519

5.SIZE 1.013 5.065 Bigger size .885

Showing Results of Factor Analysis (Purchasing Behavior)


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CONCLUSION

From the study it was concluded that the factors

Quality, Reliability, Automation, Safety and size

affects the overall buying behavior of the consumer.

CONSUMER BUYING BEHAVIOR (MR).pptx

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