Chapter - II – Review of Literature

2.1 - Meaning of literature review:

Literature review is the report generated based on the evaluation of the literature
available through various sources in the respective study area. Generally the term ‘Review’
describes summaries, evaluates and clarifies the concept of the literature. Literature review
provides the base for the theory in the research and assist in the research scholar or researcher
in the determining the nature and the characteristics of the research.

2.2 - Literature Review for thesis:

1) Abdul and Velayutham (2013), describe that the consumer is considered as the king of
the market. Without the customer business enterprises cannot exist in the market. But this
is linked with the customer buying behavior which has two paradigms that is positivist
and non-positivist. Positivist comprises of traditional perspectives which includes
motivation, trait, pre-purchase decision, economic, social aspects. Non-positivist is the
post-purchase activity or behavior of the consumer towards the product.
The pre-purchase activity includes decision related to positivist paradigm which
plays a greater role in the selection of the product. As economic, financial, social,
cultural, promotion, awareness, perception about the product, etc. make the consumer to
decide the product. The post-purchase activity includes the satisfaction, excitement
related to use of the product which changes. The marketers need to take into
consideration both pre and post purchase/sale activity behavior of the consumer to
develop the business. However, the author analyses that the consumption plays a
significant role in comparison to the decision making process before buying any product.

2) Abriel and Oredana (2012), research conclude that the advertisement in the marketing
of the products play a significant role on the buying behaviour of the consumer. The
price discounts effects are positive whereas the sponsorship has negative impact on the
decision making of the consumer. Advertisements and the consumer behaviour both are
dynamic in nature. Advertisements from the earlier period have been considered for the
information of the product which uses the latest technology to reach and influence the
customers productively.
3) Acebron et al. (2000) the purpose of the study conducted is mainly to know how the
previous experience shows their impact on the purchase of the fresh and newly introduced
goods. The authors here made use of the structural equation model in order to understand
the relation between the habit and their past experiences in making a purchase decision
regarding a product. The study proved that the habits and the previous experiences of the
buyer that are associated with the product with definitely have a major impact when they
go for purchasing a fresh product.

4) Adilla Anggraeni and et.al. (2015) in their study about effect of brand experience, level
of satisfaction, trust on customers’ loyalty was analyzed using regression analysis. The
primary data has been collected using a structured questionnaire. The findings of the
research was to develop effective branding strategy so as to enhance the customer
experience, satisfaction, loyalty and trust for the brand of the organization. Perception for
the brand is developed when the customers prefer to buy the product and experience the
positive for the same. Experience regarding the brand means feeling, emotion, cognitive
evaluation, sensations, behavioral senses which stimulates the consumer for the brand
design, structure, quality, etc. and making them to buy the product. Whereas satisfaction
leads to the brand loyalty it means the consumer is cognitively accepting the brand. Brand
trust means the consumer not moving himself to the competitor brand it means he is
reliable towards the brand and the supplier of it.

5) Aditi, shuchi, and Sanjeela (2013) According to them consumers and producers are
more worried about the environmental changes that are taking place due to global
warming, usage of plastic, more use of non-renewable energies, depletion of natural
resources. The objective to increase the awareness by the producers about the use organic
food, CNG, waste recycling, etc. will change the perception and behaviour of the
consumer towards the product.

6) Afzaal and Noah (2015) investigation research on financial and accounting information
suggests that the success of the users satisfaction is mainly based on the service quality
and loyalty which is flown out of the information system made available by the
information and communication technology. The web-based systems are the success of
 any Information System. The end users are mostly befitted from the private organizations
in comparison the public organization that is because of the poor management and
infrastructure availability with the public enterprises. The McLean and DeLone model
suggests that the user satisfaction comes only from information quality made available to
them which measures the Financial and Accounting Information System by giving the net
benefits to the ultimate customer. The present model has 26 components for reliable and
valid measurement of FAIS success which use to be 36 when it was originally developed.

7) Ananda Kumar and S. Babu (2014), in their study expressed that there are various
factors which influence the consumers buying behaviour. This analysis was carried out
by using the statistical tools like percentage and weighted average method. The study was
based on descriptive method. In the dairy products the consumers look for freshness,
availability of the product, taste of the product, package and the channels of distribution
used for selling the product. The retailer also plays a significant role in attracting the
consumers by offering various facilities and by keeping the favorite brands at the shop.
Customer loyalty is built by the consistency, freshness and the quality of the product the
marketer dealing in.

8) Anders Hampf & Kirsti Lindberg (2011), research describes about the evolution and
future of branding. Brand is considered to be very important part in the case of product
marketing which symbolizes the customers taste, preference, attitude, loyalty, status,
standard of living, etc. The authors analyze the era of the branding which is from water
to the flowers and so on. The effect of the relationship between the society and branding
has been studied. The brand identity hexagon has seven factors or connection which
features about the branding. These are Brand positioning, Relational Branding,
Personality, Culture, Corporate Social Responsibility and Brand equity. Among these the
CSR has been placed in the center position by the organization due to its role of
prediction in the future.

9) Ankit and Nikha (2014) the purpose of the study to find the various factors that
influence the buying behavior of the consumer before making the purchase decision to
purchase the product. The continuous improvements in the product will lead to increase in
the level of satisfaction of the consumer and the company can retain the existing customer
including opening the doors for the potential customers.
10) Anton (1996) tries to explain the customer satisfaction in amore broader way. He feels
that consumer satisfaction is a state of mind where the customer needs ,wants and his
expectations regarding the product or good he selects from the alternatives satisfies his or
her need or exceeds his expectations and makes him remain as a consistent customer and
be loyal towards the product. He tries to remain as a customer of the product for a long
term and will not try to jump to other alternatives available in the market.

11) Aqilah Jamaludin and et.al. (2015), in their study the influence of marketing mix on the
library services to analyze the satisfaction of the consumers who has been received these
services. The authors referred that there is a positive relationship between the marketing
mix tools and customer satisfaction. The marketing mix will enable the library users to
understand the various services provided by the library service and also will create
awareness about the library services. The product will help to satisfy needs and wants of
the customer. The price will enable to purchase something in value to satisfy needs and
wants. The promotion will enable the customer get awareness about the various products
which will satisfy the needs and wants of customer. Place will make the customers to get
the delivery of the product wherever and whenever they need it.

12) Berry, Leonard L.; A. Parasuraman (1991) Superior execution is vital to sustaining the
success initiated by an innovative service concept. An innovator’s service quality is
usually more difficult to imitate than its service concept. This is because quality service
comes from inspired leadership throughout an organization, a customer-minded corporate
culture, excellent service-system design, the effective use of information and technology,
and other factors that develop slowly in a company, if at all.”

13) Bhuvan Lamba (2013) the author’s purpose of study is to examine the influence of
brands on customer buying behavior. The brand means any name, symbol, word, object
and concept which is describing about the company at one time. The symbol is
recognized by the cognitive aspect of the brain which is nothing but perception about the
symbol and figuring out a meaningful conclusion from this symbol. Emblems,
packaging, colour, shapes, designs, logos, trade-marks, etc. are used by the marketer to
enhance the effect of the brand. Quality, status symbol, no bargaining, guarantee,
warrantee, value-added services are the various reasons a customers is attracted and
benefitted from these. In the current status the youth is interested in branded products but
 the research indicates the customers of different age group that is both male and female
are attracted towards branded products like women wants go for branded cosmetic
products. Culture, competition, uniqueness of the product, social networking, high
promotional tools and techniques used by the marketer, etc. gives the brand an image in
the market.

14) Bluestein, Abram; Michael Moriarty; Ronald J Sanderson (2003) an 8-step audit to
ensure that your organization stays focused on customer needs. The only sustainable
competitive advantage is based on satisfying customers thoroughly. It first explains the
customer satisfaction process in detail, then analyses why companies fail to satisfy their
customers and sets out a framework - the Stages of Excellence Framework - within which
to implement an effective customer service programme.

15) Bruner (1993) according to him the five stages which are discussed above are also
applied here. As her Bruner the first stage that is need recognition arises from the
situation where the individual recognizes what he had and for what he is in need of or
looking for. This view is also supported by Neal and Questal (2006) who states that need
recognition depends upon several factors and situations and also on the lifestyle of the
individuals which definitely plays an important role in need recognition.

16) Backhaus (2007) Purchase decision is considered to be one of the most prominent stage
among the five stages. This is the stage where the actual transaction takes place. The
seller sells the product for a particular price and the consumer buys it as he feels that the
product satisfies his need. Purchasing decision can be either a planned purchase or
impulse purchase.

17) Biljana Angelova (2011), states that the customer satisfaction and service quality are the
significant factors which influence the customer purchasing power. The author used
ACSI Model to test the hypothesis of service quality and customer satisfaction. The word
service quality indicates the customer choice to purchase the product linked with the
loyalty. Customer satisfaction is related to relationship of the customer to purchase the
product in the long run from the same supplier or the company. As per traditional
approach the frontline customers are the one who interact with the customers try to satisfy
with their service quality. As per American Customer Satisfaction Index has three factors
that is perceived quality, perceived value, customer expectation which is linked to
customer satisfaction, customer loyalty and customer complaints. If these areas are taken
 care by the industries the loyalty will increase lead to reduction in complaints which
further increases expectation of the customers based on the perceived quality and value.
Customer loyalty is relative to the price paid by the customer and the value added
services provided by them.

18) C.I. Anyanwu (2013) the author refers to the quality control techniques to improve or
sustain a product or service. In the block industry quality control methods are used to
inspect, test, screening, sampling, etc. The author suggests that there is significant
relationship between the educational qualification and the workers performance in this
aspect which should be taken into consideration i.e. by providing on-the-job training and
off-the-job training.

19) Chun Fu Lin et al. (2013) explains that customer relationship management has attracted
large number of customers because it increases the profitability through customer’s
satisfaction and loyalty. Technical support will reduce the risk and the cost of client
service. Data mining techniques in the marketing required for knowing the customer
preferences, needs, etc.

20) Daniel Feyerlein and Ahsan Habib (2014), in their research express that the
globalization has led to the competition among the goods and services. The generic term
will not make any differentiation between our product and the competitor’s product. In
this situation for the fulfillment of the customers need there is a need for the specification
and to strengthen the market value of the product. Special reference of ‘Made in
Germany’ indicates the excellent qualitative aspect and the reputation of the product in
the international market. Also in the healthcare sector the origin of the place indicates the
purchasing power of the product. Change of industrial era to the Informative era has
made the consumer more powerful where individualization of the products have become
significant to keep the standards of the product and meet the satisfaction level of the
customers by understand the behavioral changes of the buyers. Primary data has been
collected through the survey. However, the term ‘made in Germany’ has created a
positive value among the customers and in the transportation of the product.

21) Deepali and Shweta (2013) research explains that the increase in population has led
increase in unemployment due to shortage of funds and resources. The small scale
 industries can eradicate the problem of unemployment in youth. There are several such
products which can generate employment opportunities with little funds, skill, resources
and the support of the government with its liberal rules and regulations for the
development of it. The various products are manufacturing of marble and granite blocks,
garment industry, cosmetics, pharmaceuticals, gems and jewelry, handicrafts, handlooms,
edible oils, chemicals, rubber plastic items, cotton and textiles, etc. are considered to be
the potentially viable enterprises in small scale sector. Also IT sector and energy sector
plays a major role in the development of small scale sector. The poverty and
unemployment can eradicate if the opportunities are given to youth with proper training,
easy availability of funds, resources, with more suitable labour laws, free trade and fair
practices and also the support from the government.

22) Dr. Thresiamma Varghese (2011), in her research evaluated the export of non-oil
products which has led Oman into a developed economy after its liberalization.
Liberalization indicates the abolishing of taxes and tariffs to increase the trade of the
country. Innovation and flexibility made the country to prosper and flourish
economically. Oman’s products have been exported to more than eighty countries due to
its originality, quality and purity of these Omani products. The other factors like
uniformity, efficiency, effectiveness, resourceful and consistency has led to the growth of
the country. The private sector organization has contributed to the excellence of its
performance as per the norms laid down by the Oman government. All these above
factors made the country to make a mark in the global economy. The products like live-
stock, minerals, rubber, plastic, marble, textiles, base metals, vegetables, beverages,
vegetable –oil and fats, chemicals and other allied products were mainly in the list of
Oman export products. The study was analyzed using qualitative and quantitative method
for calculating the annual growth of the non-oil products which are exported from Oman
to other countries.

23) Eliyas Basha Shaik and Sreenivasulu Reddy (2015), the authors study revealed about
the discarding of granite powder of the polished marble is becoming a hazard and
polluting the land pollution. The fineness and size of the waste can be used effectively as
the replacement of sand. The results have obtained that granite aggregate in the sand
replacement up to 15% is making the concrete more durable, develop the resistance and
also increases the alkalinity of geo polymer solving the problem of the environment and
 ecology. The granite aggregate replacement has been tested with split tensile, flexural
strength and aggregate strength with the general mix of the concrete. The reserves of
granite are producing around 3500 tonnes of granite slurry as a waste per day. The
industries of manufacturing sector are also producing the granite dust during the job work
process. These problems can be sorted out with the introduction of granite aggregate
replacement with the sand. The process of experiment has been carried out in the
following phases. First one is the alkaline liquid preparation, casting of specimens,
Gestation phase and the curing of geo-polymer concrete. Strength properties have been
checked for the total 28 days.

24) Engel and Blackwell (1982) as per these authors consumer or customer satisfaction is
nothing but evaluating the product which he has chosen from the available alternatives is
consistent with the experiences and the beliefs he had with the product. That means
whether the product existing in the same way and with the same quality. The customer
evaluates the product with the past experiences he had with the product and it is the same
as is was expected to be.

25) Farhana and et.al. (2013) research explains that the use of 30 % of stone chips made of
marble, granite and Kota-stone waste material which has been obtained from quarry and
other process will increase the compressive strength of the concrete material. The
aggregate formed out of this material is strong, hard and have tough dense. This will also
help the nature to get green by avoiding the waste dump in rivers and on the soil. The
stone chips used in concrete along with the cement and sand will be economically viable
and technically feasible. This economic cost related with the storage of waste material
will decrease while it could also be considered prerequisite in the future for the countries
that do have the scarce material for the construction. It can be used as alternative to
conventional natural aggregates which can be considered as an innovative material in the
field of construction.

26) Fauzia, et.al (2012) According to the authors trust is the main factor of the e-business.
The consumer doing on-line purchase always thinks that his information should be kept
safely. There is a positive relationship between WOMS (Word of Mouth Seeking) and
WOMG (Word of Mouth Generation). The consumer will technically trust only if finds
the e-business or e-commerce public and private enterprises are having proper
 infrastructure, rules and policies for their clients. The oath of the enterprise is also
considered as one of major trustworthy behavior with their customers. If the product site
quality and other arrangements are well done then it generates the brand that itself is
WOMG. People won’t go for WOMS. The authors studies in Pakistan made understand
that initially when e-commerce was developed the consumers were not comfortable due
to lack of infrastructure, privacy, etc. and this was leading bit negative results for the
organizations. Trust is a core element of e-commerce

27) Gitman, Lawrence J; Carl D. McDaniel (2005) The Future Of Business: The
Essentials, 3e prepares students for a successful career in business by equipping them
with the knowledge, skills, and competencies they need to prepare for tomorrow's
competitive workplace. Each chapter offers a thorough presentation of business principles
and also highlights emerging business trends in fields such as management, leadership,
production, marketing and finance.

28) Hande K. Basaran and Tuba Tasdemir (2013), in their research the authors mentioned
that flocculation tests have been performed for the different types of polymers at the
different dosages and PHs level. However, the low settlement rate has been obtained by
the higher cationic flocculent. The condition for the high settlement rate and the low
settlement turbidity was observe at the optimum level of flocculent dose for the each
flocculent. 28% of density has been showed for the better performance of the
flocculation.

29) Harish Naik and Ramesh Olekar (2012) study refers that the buying behavior has
psychological, social impact. According to the authors the customer is an important
visitor of any marketer because the consumer is doing a favor by purchasing the required
product and giving the opportunity to serve him/her to fulfil the satisfaction level.

30) Hemanth and Shruthi (2013) in their study of determinants of consumer buying
behavior focused on the rural India which gives a different impact of the theory in
relation to the urban India. The rural India has become far more superior in their
consumption pattern due to their increase in income level, unseasonal agricultural
opportunities, literacy rate, awareness due to technological development and various
schemes by the government, etc. The consumers are loyal towards the product only when
 the quality and value of the product is up to the standard of the customer. Their decision
making power towards particular product is influenced by the economic, sociological,
psychological, leaders opinion, family, cultural factors, class, life cycle, etc. The above
factors should be determined by the marketer before launching the product and also after
the consumption of the product. The pre-purchase and post-purchase decisions matters
for the brand perception and for the development of an organization. The customer’s
belief and attitude play a major role in the brand selection which should be considered by
the marketer to achieve the set targets.

31) Hope Jensen Schau, and et.al. (2009), the research study demonstrated the giving of
opportunity to the customers to develop the brand community and also the freedom to do
modification of their own products. For these the enterprises need to provide with certain
opportunities and resources like documents, milestones, welcome badge, etc. The
practices will frontier to the sturdier brand community for which the marketer need to put
efforts for the boundless diversity in the practices because the multiple opportunities will
help to develop these markets. The research findings were illustrating the growth
opportunities and not exploiting the customer’s competence.

32) Hoyer et al. (2012) have classified the factors in to four categories such as situational,
personal, social and cultural factors. The first category is situational factors, which says
that the location, environment, weather conditions also show their effect on the purchase
decision of the consumer. Personal factors may include some of the things such as
persons taste preferences, his or her financial position and any such factors. Social
factors that affect the consumer behavior are a result of his interactions with different
people and scenarios. The last factor that which shows its effect on consumer buying
behavior is cultural factors.

33) Ibojo and Asabi (2015) examine the impact of customer satisfaction on customer loyalty
to determine the relationship between both of them. The findings revealed that there is
significant relationship be customer satisfaction and customer loyalty. If there is a shift
of 1% on customer satisfaction it will lead to 61.7% shift of customer loyalty. The theory
reveled the customer satisfaction alone accounts for 63.1% of variation in the customer
loyalty. Overall it’s signified that the customer loyalty is considered to be as the function
of the customer satisfaction.
34) Janet Coulter and Dennis McKeag (2013), the authors discussed about the design-led
principles in development of the innovative and new products in the industry of ceramic
tiles. For the creation of value and emotion in the tiles of ceramic the factors like shape,
size, structure, color, pattern and the facilities have been related significantly. With the
advantage of social, environmental and regional factors the enterprises are in a position to
create and exploit the emotional value among the people which also allow the enterprises
to develop the commercial success. The latest technology enables the research and
development department to develop the innovative design and products in the pattern,
style, colour and structure.

35) K. Abraham (2011) explains that the income level of the customer has an effect on the
customer behaviour. The low level income group customers are much more influenced
by this factor while making the purchasing decision. The customers of Veblenian socio
cultural factors are mostly influenced by the social class, socio culture, in comparison to
the reference groups, family and culture. Therefore, the social factors influence a high
pressure on the individual customer buying decision.

36) Kalpana Agarwal and Parupriya singh (2013) these authors refer to the export of
natural stones to various countries. The authors explain that Export Oriented units are
helping the stone industry on processing the product in an innovative manner with the
latest technological advancements. Also to overcome the problem of freight charges and
custom duties large production is the suggested solution.

37) Kalaiyarasi (2014) the author describes that consumer buying behavior study is based on
consumer in which he plays three roles i.e. user, payer and buyer. The existing consumers
are numerous consumers and their needs are also different from one another. So it is
really difficult task to understand and analyze the differences of consumer behavior
towards the particular brand or product and also the marketer has to put more efforts in
identifying the target consumer.

38) Kessler and Sheila (2003) Customer-driven companies consistently demonstrate much
better performance than other companies, showing a higher profit, increased employee
growth, and greater returns on assets. In addition to these benefits to the bottom-line,
 companies are now required to have a solid customer satisfaction system in place to
achieve ISO 9001:2000 certification.

39) Kotler and Keller (2012) states that the consumer buying behavior is studied under the
concept of marketing where the main objective is to study how the organizations and the
people buy and sell their products, and the factors such as the previous experiences
related with the product such as the taste of the product, the price of the product and the
name of the brand by which the product is uniquely identified among the others available
in the market influences the purchasing decision of the buyer.

40) Kumar and Varadaraj (2013) try to explain that brand is a very essential part of the
product because it defines the characteristics of the product or services in which the
company deals in. Consumer buying behavior refers to the decision making process
before purchasing any product or rendering the services. The brand perception with
respect to customer typically affected by the advertising, media and public relation. The
study proved that to maintain healthy relationship with the customer product should be
offered of the qualitative nature rather than the price.

41) Kundi J. et al. (2008) explains the consumer behavior as the process of emotional,
mental and observable behavior which is applicable during the search, identification,
purchase or even the post consumption of a service or product. The consumer buying
behavior blends the elements of economics, psychology, anthropology, sociopsychology
and sociology.

42) Lee (2005) conducted his survey in China to study the five stages that are involved in the
decision making process of the consumer with respect to the imported health products in
particular demographic effects such as sex, education, income and the marital status. The
outcome of the study is that the impact of the family members on the purchase making
decision of the consumer was noteworthy.

43) Liew Yean Sien and Mohammad Falahat (2015), the authors in their study explained
the factors that are influencing the on-line buying aspect of the consumer. These factors
are speed, ease of use, price, technical factor, technology, brand reputation, consumer
trust, customer perception towards these on-line brands and buying process, involvement
of risk and electronic word of mouth. At the end the authors concluded that there is a
 positive relationship between the factors and the on-line buying consumers purchase
intension.

44) Manali (2015), in her research describes that the consumer buying behavior is based on
certain factors which influence the process and the decision. The relationship between the
factors and buying behavior is influenced through various marketing strategies i.e.
product, price, promotion and place. The consumers buying behavior is influenced by
internal factors they are personal and psychological whereas external factors are social
and cultural. The cultural factors include social class, sub culture and buyer culture. The
psychological factors consisting of motivation, perception, beliefs and learning attitude.
The social factors include family, reference groups, role and status. The personal factors
are determined by the age, income, lifestyle, personality, education and profession. All
the above factors are based on the four marking mix elements the price, place, promotion
and product. The internal and external factors play a significant role in the buyer’s
decision making power. The marketer should develop the product by taking into
consideration for the success and profit. But ultimately at the end point the author
concludes that prediction about buyer behavior is very difficult due to his nature.

45) Manoj Kumar Sharma (2014), in his study the analysis has been carried on to
understand the impact of consumer buying behaviour on cognitive dissonance. The word
cognitive dissonance means feel of discomfort by holding out two conflict beliefs and
buying behaviour indicates the process or acts of the people in the purchase or usage of
the product. The reduction in the dissonance will enable the service organization to
survive in the local and global market and face the competitive.

46) Mateja Kos and Irene Vida (2009) study describes about the buying behaviour of the
customer for the Strategic House purchasing. The conceptual model has been used by the
author to analyze the various factors affecting the buying behaviour. The results indicate
about the subjective thinking of the customers in relation to the custom made house
because this product is closely related to the human self-concept. Also the buying
behaviour of the women is more on the feeling side relating with the emotional aspect
whereas men’s behaviour is more of rational and functional level in this stage. Life style
also influences the needs and desires of the customer and on the internal and external
determinants of the buying process.
47) Mazedul Islam et al. (2014) reports that desire of the customer towards product buying
behavior is influenced by the quality, price, comfort, functional and aesthetic look,
discount, offers, location, etc. In this regard they also state that individual behavior is
different and they act differently in different situations due to the factors like habit,
educational background, psychological dimensions, etc.

48) Meenu Kumar (2015) explains about the customer satisfaction in the public sector bank
with the service quality which is offered in there. The author identifies the gap between
the customer expectation and the receipt of their need in the banking sector. In this
regard SERVQUAL model means “Service Quality Model” has been used by the author.
The results describes that the perception of the public sector bank customers related to
tangibility, empathy, responsiveness and reliability the expectation are less. But on the
other part the behaviour of the employee confidence, safety of the transaction, employee
politeness; working hour’s convenience factors have high awareness than the expectation.

49) Mittal, Vikas and Baldasare, Patrick M (2001) The Lateral Approach Series is about
powerful management principles that produce results and bring out the best in people. A
Lateral Approach, like a good pair of polarized shades, enhances conventional wisdom by
applying new perspectives to common, day-to-day challenges.

50) Mittal, Vikas & Carly Frennea (2012) Due to the growth of internet and mobile
applications, relationship marketing continues to evolve as technology offers more
collaborative and social communication opportunities. Managing Customer Trust,
Satisfaction, and Loyalty through Information Communication highlights technology
involvement with business processes in different sectors and industries while identifying
marketing activities that are affected by its usage.

51) Mohammed Ali, Noreren Nazira and Maryam (2015) the authors analyze the
determinants of consumer satisfaction level by using the Partial Least Squares – SEM
(PLS – SEM) Analysis method. The three determinants service and convenience,
monetary value and store quality image have a direct influence on the customer
satisfaction. All the key determinants were hypothetically tested which resulted in
positive effect on these determinants. The results showed that the customers value to the
 monetary value which is considered to be slightly higher effect than service and
convenience and less effect than store quality image. Also the retailers need to pay much
attention towards competitive prices and promotions methods of the competitors to satisfy
the customers. The elements of monetary value comprises of sales promotions and price
reduction. The customer service and convenience includes product assortments, store
atmosphere, relation with customers, other customer services like, banking services,
cashier checkout services, car parking service, food counter services makes the customers
to stay back at the store which in-turn leads to increase in the sales of the store.

52) Mohammed Dawood Shamout (2016) study aim at determining the influence of the
sales promotion tools in the retail sector. The various tools are discount, rebate, quantity,
and lucky draw, zero finance on consumer buying behaviour with the two aspects of
consumers brand swapping and consumers loyalty towards brand. The analysis revealed
that there is significant positive relationship between sampling, price discount, and buy
one get one free promotional tool with respect to buying behaviour whereas there is
negative relationship between coupon and buying behaviour. The retailer can earn profit
if these promotional tools are implemented strategically to influence the consumer buying
behaviour.

53) Mohammed Ehsan and et.al. (2013) the authors described the impact of the brand
image on customer buying behaviour using SPSS model which revealed the positive
effect of the brand image on the customers. Its implication is very strong and positive
even in teenagers as they are considering the brand has their personality symbol.
Advertisement also has shown positive results in increasing the brand image as more
number of people is getting aware of the various brands available in the market. The
authors summoned up that the advertisement positively changes the perception of the
customer by increasing the brand loyalty and its association towards the consumer buying
behaviour. The authors conclude that the marketer need to use strong and correct
promotional tools to increase the positive relationship of brand image in the minds of
customers.

54) Md. Anhar Sharif Mollah (2015), research explains that it has become quite important
to analyze the factors influencing the customer satisfaction that’s due to the behavioral
basis of customer satisfaction management and the maintenance of the same. The factors
 that affect the customer satisfaction are quality of service, value in perception, fairness in
price, Handling customer complaints and grievances, Integrity, communication,
marketing information, personal satisfaction, awareness about the customer wants and
needs, demography, image, etc. Customer satisfaction not only increases the brand loyalty
but also retain the existing customers leading to the development and profits of the
organization.

55) Mamta Rajgor and Jayeshkumar Pitroda (2013), in the study mentioned that the
industrial waste causes many problems to the environment. It adversely affects the
ecological environment of the world. Like pollution and damage to the environment is
caused due to sawing, cutting and polishing of the stones. Marble waste, granite waste
and Kota stone waste after quarrying and processing can be used for the further process
like building of bricks. With the usage of these stones the strength, durability, resistance
power will increase of these material and it will also help in less consumption of water
during the consumption. The problems of dumping waste stone will decrease the cost and
develop the greener society with the eco-friendly bricks.

56) M. Prakash and A. Prabhu (2012), in their study mentioned the customer satisfaction of
the bank customers with reference to nationalized banks. To study descriptive method
was used. Methodology applied herein was the exploratory analysis and data was
collected by a preparing structured questionnaire. Retaining the customer demands for a
greater level customer satisfaction which lead to increase in loyalty, strength, reputation,
fulfillment and achievement of the objectives of the service provided by the enterprises. A
bank is a very much important institution in the economy which influences the social
factors and economic factors of the society. High level of performance can be achieved
by analyzing the needs and wants of the customers these can be possible through making
some changes in the existing strategy of the dealing like using innovative technology for
performing banking transaction, developing the e-commerce sites, make aware the
customer about the new schemes and policies of the bank, helping the new clients in
opening the accounts, improvement in the communication service like e-mails, adopting
customer friendly methods for the transactions.

57) M. Priyanka, N. Mohamed Nizar (2015), the study referred to the use of granite powder
in the construction of building blocks. The study analyses that the concrete inclusive of
 granite powder waste in determining the better mechanical properties like compressive
and flexural strength, tensile strength and the workability of the bricks. The use of granite
powder from zero to fifteen percentages has been used for the experimentation. With the
addition of granite powder there has been observed an increase of compressive and
structural strength of the products. The reduction in the cost and sustainable development
can be seen in the replacement of fine aggregate with the granite powder. Finally the
result shown is positive towards the waste management techniques which have been
experiment by the authors.

58) Naresh and et.al. (2015) the study analyses that the cement is widely used in most of the
construction works. The Ordinary Portland cement is much in use which can be replaced
by the use of bethamcherla marble stone aggregate. This will increase the compressive
strength of the concrete and the durability. Addition of galvanized fiber increased the
workability of the concrete mix. The marble stone aggregate can be used upto 50% for
the better results of fresh concrete mix as a natural aggregate. Vee-Bee test was
conducted to find the workability of the fresh concrete mix using the marble stone instead
of natural aggregate.

59) Nauman and Shahid (2012) analyze that innovation is a very important phenomenon of
the small industries to face the giant companies in the international market because
innovation symbolizes the diving force of economic development. Skilled labour,
linkages with international markets, skill of machinery installation, risk taking behavior,
etc. are the most important complimentary intangible assets for the value creation.

60) Neal et.al. (2004) tries to explain the last stage of the purchase decision making which is
nothing but the post purchase evaluation. This stage is considered to be very important,
because if the product really satisfies the need of the consumer, then the consumer is
highly satisfied by the purchase decision he made in selecting that particular product. If
he feels that the product does not satisfy his need then ultimately he is not happy with the
purchase decision he made in buying that particular product.

61) Neyati Ahuja (2015) study explains that the brand has an impact on the customer buying
behaviour and their satisfaction level. In the cloth industry brand is considered to be a
status symbol which indicates the quality, price, image in the society, income group, etc.
The author concludes that ones the image has been formed in the minds of the customers
 and satisfied with that brand then these customers would not go for any other brand
unless the satisfactory substitute is available in the market. Brand is considered to be one
of the powerful tools in the marketing strategy which need to be properly identified by the
marketer for the development in the market.

62) Nilesh B. Gajjar (2013) referred to the factors affecting consumer behavior which is one
of the toughest jobs for the manufacturers or the marketer to identify in this field of
purchase. The author specifies about the cultural factors like culture, subculture and social
factors which affects the wants and needs of the consumer buying decision. Also social
factors of the consumer like family, role and status in society, reference groups have an
impact on the purchase decision. Age, occupation, economic situation, lifestyle,
personality has been classified under the personal factors whereas motivation, perception,
beliefs and attitude has been referred to consumers psychological factors by the author.
The consumer buying behavior referred to the process of selection, purchasing and
consumption of the product for the satisfaction of wants and needs which are influenced
by the above factors while making the purchasing decision.

63) Nilesh Anute, and et.al. (2015), in the study expressed about the consumer buying
behaviour which will help to analyze how, when, why, what and where the purchasing is
done. For the consumer personal care is very important for which the cosmetic industry is
constantly making efforts to identify the buying behaviour of the consumer towards these
products. The factors influence this aspect are quality, price and brand image of the
products.

64) Omonori, A.A and Dr A.F Lawal (2015), the authors mentioned in their study the
customer satisfaction in the construction industry which indicates that the quality of the
product does not depend on the price factor. In the construction business the quality
construction will satisfy the customers and develops the loyalty towards that particular
constriction house. The study further revealed that there has been seen a positive
relationship between the customer and construction house. Further a satisfied customer
will lead the company into profits.

65) Olivier Furrer, Maria Tereza Alexandre and D. Sudharshan (2007), the authors’
research study reveals that the probability of the financial performance is not much of
 difference to the generalists and technology performance innovators. Technology
performance innovators probability is shown much higher than the financial performance
whereas the Marketing specialist probability of the financial performance is much higher
than that of the average marketing financial performers. The probability of the generalists
and marketing specialists considered to be equal in both the objectives of resource
endowment and strategy.

66) Pandey and Mithilesh (2013), explain that the behavior of the customer is based on
many factors. These factors are lifestyle, age, gender, place, price, advertisement,
availability of the product, income level, consumption, education, class, etc. Their study
concludes that brand of a durable product purchase is mostly based on male decision. It is
also influenced by the factor education where more youngsters prefer to buy foreign
products through on-line whereas the villagers prefer to go to retail shop. The class of the
customer also makes a vast difference in their purchase means upper and lower middle
class prefer to buy durable products as their status symbol whereas the lower class
consumers prefer for the best quality. The analysis was carried in Uttar Pradesh by taking
into consideration 100 consumers. The primary data was collected using structured
questionnaire and secondary data was through books, journals, magazines and other
related material. It proved that price, place, quality, awareness of the durable products
play major role in the behavior of the consumer purchasing power.

67) Prasanna Kumar and Venkateshwara Raju (2013), in their study they referred to the
role of advertising in consumer decision making. Advertising is one of main
communication in the present context to inform the consumer about the product which
includes many tools and techniques. It influences or convinces the consumer to take the
action of purchase of the goods or service. The author analyze the relationship between
advertising and the attitudinal behaviour of the male and female in the decision making
process.

68) Peter, Paul and Ezekiel (2012), have analyzed in the research that for the sustainable
development of building construction there is a need for taking into consideration these
three factors they are cost efficiency, resource efficiency and design of human adaptation.
The development includes social sustainability, economic sustainability and
environmental sustainability. To develop society there is a need for equal opportunities
 provisions, health safety measures, proper communication channels, corporate
citizenship, etc. For the economic development there is a need for low cost projects,
increased profit, project completion, focusing on client values, etc. and for the ecological
development the following issues need to be addressed noise pollution, dumping of waste
in a technical manner, use of recycled products, exploitation of locally available
resources, following the environment friendly practices. For the integrating sustainability
these factors can be addressed with efficiency and effective management in the building
construction within the framework from the conceptual stage.

69) Prerena and et.al (2015) describes that Rajasthan is a rocky land rich in various
minerals. Specially marble, dolomite and granite. The production and the process of
which generating slurry or powder dump of which causing an indirect imbalance in the
environment. The author’s investigation proved that the marble slurry which is causing
danger to the human life, aquatic life, and the land can be cured. They prescribe that the
marble slurry contains manganese which is good for photosynthesis and nitrogen
metabolism whereas it also contains potassium which activates powerful enzymes in the
form energy which are very essential for the plants. In this way certain ratio of marble
powder can be used as fertilizer to improve the strength of the soil and can solve other
dump related problems of it.

70) Prerna Dawar (2013), according to the author there are some factors which influence the
customer satisfaction. The analysis has been carried out by using KMO (Kaiser – Meyer
–Olkin) test and Bartlett’s Test. The facto is the Reliability factor which includes certain
itmes like knowledge, willingness of the employee, reliability of the service, quickness of
the service. The second factor is Technology factors which includes infrastructure
facility, information through e – channel, e-channel improvement quality, etc. The
empathy factor, commitment factor and the privacy factor are a few more which influence
the customer satisfaction.

71) Prince, Adin and Suresh (2013) prove that the replacement of granite powder mix which
is obtained from the granite polish particles with the sand that is aggregate concrete mix
gives compressive strength and durability to the concrete blocks. The percentage of
granite powder mix ranges from 0-25%. The use of granite powder will not only adds the
strength of the concrete but also solves the problem of disposal and also reduces the usage
 of river sand. The environmental issues can be tackled with the use granite powder. The
aggregate percentage could be around 15%. It also increases split tensile strength to the
maximum and making the cost value decrease. The experiment was done using the
concrete cubes and cylinders under the 28 days observation. Super plasticizer should not
be exceeded to more than 0.5%. The experiment was successful.

72) Rajni, Rajesh and Priyanka (2014) study proves that the usage of stone i.e. marble,
granite or limestone in making the cement blocks, bricks and other ornamental products
will increase the resistance of breakage, cracking, shrinking, etc. They have also
suggested usage of waste stone in the form of stone cutting powder ash, developing the
panel of thermal block for the insulation purpose will reduce the cost of production in the
construction. The study proved that usage of bentonite by slime sludge reduced the
shrinkage value of the tile 1.66 to 0.5%. The application of marble powder increases the
electrical resistance and reduces the permeability of ion chloride. The author’s
investigation was to solve the problem of drains choking up, air pollution, water
percolation and land degradation by using the stone waste in the construction.

73) Raj P. Singh and Iswar Singh (2015) determine in the research that the marble slurry
which comes out after mining and processing work creates lot of ecosystem issues. The
dumping of marble waste into the river water contaminates the water, dumping on the soil
makes the soil unfertile, it also creates problem to the local people in their transportation
and make the place dirty and also it pollutes the air with its dust particles. This problem
can be rectified if the marble slurry is used in the cement concrete mixture by partially
replacing the sand, for making floor tiles, as filler material for roads, for making cement
blocks, Hollow blocs, ceramic tiles, for the soil as fertilizer, etc. It will develop the
strength and durability of the product in which it is used. The lab test proved that it
contains calcium and manganese which is good for soil fertile. The compressive strength
will increase if it is used in cement concrete and mortar both by replacing the sand.

74) Rasika and Sunita (2014) state that to attract the customers in the present competition it
is very important to concentrate on the new trends of structure with the luxurious facilities
in the hotel rooms. The study states that present Five Star Deluxe business hotels in
Mumbai and Pune city are modifying their bathroom structures to enhance the guest
experience by using modern technology and all the amenities. The facilities in the
 bathroom includes the selection of tiles the marble or granite, water closet, tissue roles,
bath tubs, use of Led lights, the glass walls between bathroom and bedroom, sensor
spouts to avoid waste of water, etc. have been considered. The selection of the colour and
proper size of the marble or granite play a vital role to enhance the guest experience,
attract more number of customers and to have an unforgettable experience.

75) Rashmeet and Nitin (2015) explain about the Kota stones which are widely available in
the state of Rajasthan city Kota. The place name itself suggests about the available and its
production cost. This stone is of two colours, the first one is rich dark green-blue, shiny
dark brown, grey colour etc. This limestone is mostly used exterior purposes in the
building construction. But nowadays customers are even using interiors for decorative
purposes as an ornamental stone and also for the flooring. This is one of the cheapest
stone, non-slippery, available in various shades and colours and also it gives strength and
luxurious look to the floor. With the growing trend and its low cost Kota stones popular
among the customers.

76) Rathod Piyush, and et.al. (2016), in their study explained the need and importance of
customer satisfaction in the field of residential flats construction. Basically the consumer
is the one who consumes the product for the personal satisfaction. It is also a goal or
measurement index for the organizations which will strengthen the relationship between
the customer and company.

77) Reeta and Asha (2014) as per the authors if a product is of high value then the consumer
prefers to purchase of his/her choice brand but after getting the information from the
relatives, friends, etc. In the electronic items price, guarantee, warrantee, services,
promotional techniques influences the buying behavior and satisfaction level of the
consumer. So the marketer should plan accordingly and make the strategies in order to
attract the consumers from all the segments.

78) Reza Sepavand, and et.al. (2015), the authors reflected in their study the factors
affecting the stone export performance of the Lorestans area. These factors are internal
and external in nature. The external factors are intensity of competition, technology and
innovation, state of the hurdles in the export of the product. The internal factors are main
objective features, other objectives and marketing strategies. The variables which are
 affecting the performance of the stone export are the competitive strength, technology,
channels of export, price of the product, quality of the brand, image of the brand,
promotional techniques and the buying behaviour of the international customers.

79) Rizwan Raheem Ahmed and et.al. (2014), in their study the variables influencing the
buying behaviour of the customers in the packaging industry are innovation, Wrapping
Design, Packaging Colour, Packing material. All these factors are the most influential
and powerful factors in the process of consumer’s decision making. The packaging is a
communicative tool for the company which includes all the necessary information
required by the customers.

80) Roshan Lal and Kuldeep Kumar (2014) state that recycling is a process of converting
the waste material into some different useful product. According to them the industrial
waste of marble and granite after quarrying and other process creating severe ecological
problems and damaging the ecosystem which need to be taken care by using this material
into some purposeful product. The authors suggest that the use of waste material of
marble and granite in the construction or making of building blocks gives the higher
strength then the other natural aggregates. The 20% mixture could be split into 10%
marble waste and 10% granite waste increases the flexural strength by 7.5% and 12.9% in
comparison to the control mix. This will also save our eco system from the further
problems of stone waste dump. The durability of the blocks containing the cement of 20%
gave satisfactory result in comparison with blocks made out of using the marble and
granite mixture.

81) Samar Fatima and Samreen Lodhi (2015), the study describes the advertisement
impact in the cosmetic industry consumers buying behaviour. The authors conclude that
the advertisements are acting as powerful tool in informing and creating awareness
among the customers about the product but unable build the strength of the product in the
minds of the customers. Variables like customer awareness and customer perception are
relatively effect positively to purchase any good or service by the customer in turn
leading to enhance the customer’s satisfaction level.

82) Sanjaykumar Jagannat Patil (2012), in his study about the customer satisfaction of life
insurance corporation referred that only serving the customer is not the main objective,
 but keep them satisfied is also considered to the major factor for the organization.
Because satisfied customer not only retain in the organization but also develops brand
loyalty for bringing the potential customers to the organization. All organizations aim at
long term development for which satisfied customers are the assets for these
organizations.

83) S. Dhanapandian and B. Gnanavel (2009), in the study the authors investigated the use
of marble waste and granite waste in the making of bricks. This is so because the dump
of waste of these stones are generating issues like environmental problems, pollution of
the nature, increase in cost of waste dumping, etc. The addition of marble and granite
waste to a clay structure industrial material for the preparation of the building blocks will
enhance the compressive strength, durability without change in the final composition of
the material. The study was analyzed using the Mossbauer Spectroscopic Technique.
Measuring the flexural and the compressive strength of the bricks will give the assurance
of engineering quality which is suitable for the construction of building. Defects like
pores, micro-cracks and voids are determined with the stress concentration of the
mechanical strength. Conclusion reveals that use of marble and granite will solve the
problem of waste dumping and can be considered one of the best alternative materials in
the bricks construction.

84) Schiffman and Kanuk (2007) explain the second state of the consumer decision making
process which is information search regarding the desired product. The information
search can be both either internal or external. Once the information is gathered it is
analyzed to reach a conclusion. Here the consumer evaluates all the available alternatives
and tries to reach a purchase decision.

85) Shahnawaz Choudhary, (2014) explains that a consumer buying behavior is based on
the satisfaction level of the product he/she has bought or consumed. The author suggests
that in service industry satisfaction plays a major role to retain a customer. The tourists in
Jammu and Kashmir were satisfied with the natural resources and its beauty but the
facilities offed by the service enterprises were not up to the level of the customers. The
problems like pollution, sanitary, terrorism, political riots, communication system made
these consumers unsatisfied. The graph indicates that there is need for marketing plan for
making this place to be an international tourism destination. It also includes promotion
 about the place and its related facilities for the consumer. The satisfaction level in the
tourism sector revealed that in the Jammu and Kashmir main reason for the development
is the promotion and marketing of the tourist places. Apart from these the proper
development of infrastructure has also been considered significantly for the socio-
economic development of the state because the tourists generally evaluate the things in
positive and negative aspect. The author also expressed that the customer requires value
which can be linked to the customer beliefs and also it can be logically and
psychologically rooted whereas the satisfactory is linked to the attitudes and opinions.

86) Shalini and Sudha (2014) refers in the study that the Good housing is an essential part
for the human development and welfare. Due to the increase in demand lot of new
schemes have been launched by the financial institutions. But the customer chooses the
scheme according to his or her capacity. This decision is taken with respect to the EMI
factor, payment period, amount of loan, conditions for taking loan, type of interest etc.

87) Sherrard Spiers, and et.al. (2014), the research study examined the impact of culture on
the customer buying behaviour. Survey was conducted to find the relationship between
the structure of family, languages, values and beliefs on the consumer behaviour. The
results of the findings disclosed that culture is considered very much influential in the
case of the buying behaviour of the customer. Two countries purchasing pattern cannot
be considered has same due to the culture they follow. Especially most of the customers
do show their loyalty towards their own country products and also its heritage due to
patriotic in nature. The suggestion for the marketer is that they should take into
consideration these local factors while approaching the international customer.

88) Shilpi Agarwal and Amit Aggrawal (2012), according to these authors the consumer
buying behaviour means the individuals or the processes use to select, secure, buy the
services, experiences and products to satisfy their needs. The pricing phenomenon has
been considered to be the most important factor in the consumer buying behaviour aspect
but now there has been shift from this factor to the quality, design and brand image of the
product which is deeply influencing their behaviour while taking the decisions. Also the
socio economic factors are determined while purchasing the apparel product for which the
marketer should make the strong strategy to influence their buying decision. So pricing
 should be taken care of with reference to the consumers profile in the branded and non-
branded products.

89) Shilpa Shinde (2014), research mentioned about the Impact of Corporate Social
Responsibility on consumers buying behaviour and for Fast Moving Consumer Products
of Mumbai region. The study explains about the factors related to awareness, attitude and
preference of the consumers towards Consumer Social Responsibility Programme. The
main objective of relationship between the social responsibility and the sustainability of
the CSR was analyzed using the ‘Chi Square Analysis Technique’. The analysis
concluded that due to increase in the significance role of the customer in the business
sector the CSR on profit structure has become more of informative to the organizations.

90) Shirzad et al. (2013) these authors study examines the role of exporter in the world
market of decorative stones. Iran is considered to be the potential reservoir of the natural
stones and valuable minerals. This factor has a greater impact on the country’s economy
if the industries will do or conduct their business in right direction. Also there is a
significance relationship between the income of the people, segmentation, services
offered and distribution channel of the product.

91) Shirzad, Fatemeh, et al., (2013) explain about the exporters of Lorestans stone who are
playing a major role in the world market. The investigation reveals that the price, quality,
distribution network, choice of the consumer, income efficiency, market segmentation
have the positive effect on the exports of Lorestans stone in Iran. Iran is one of the largest
producers of Lorestans exporting to various countries. The chi-square test was used to
prove the theory. The authors showed the relationship of the dependent variables is
positive with the increase of 1%. For the successful market entry there is positive and
direct correlation between Key Success Factors of decorative stone exporters to grow
potentially in the global market. The hypothesis tested was successful with the positive
results.

92) Shahnaz Nayebzadeh, and et.al. (2013), in their study reviewed the relationship
between the customer satisfaction and loyalty of the bank customers. To enhance the
customer satisfaction and loyalty there is need for efficient and dynamic management
system the level of finance. Use of loyalty incentive policies will motivate the loyal
 customer and will help to retain these customers for a longer period of time. Designing of
the measurement system for analyzing and evaluating the customer satisfaction.
Communicating and publishing the same with the financial performance to motivate the
managers and employees to enhance the customer satisfaction.

93) Shiv Prasad, Shiv Dayal Singh and Veena Kumari (2013) study refers to the Balance
Score Card which has suggested the view of using it to ascertain four perspectives viz.
financial, customer, internal business, learning and growth for the strategic plan
implementation which can lead to the development of the organization. The authors
suggested SWOT analysis but Balance Score Card transfers strategic planning of learning
academic to the nerve center achievement of the enterprise. The customer perspective
includes quality goods, effective service, low cost, on-time deliveries, proper marketing
for the awareness of the product, etc. The financial perspective includes long term goals
related to profitability, growth, value, income, economic changes, etc. The business
perspective consists of the management decisions, employee training; cycle time,
seasonal factors and satisfaction of consumers. The learning and growth perspective
describes the adoption of change in ecosystem factors, social factors and political factors,
skilled and motivated employees. The study has been carried on R.K. Marble Pvt. Ltd.
located in kisangarh. This place is famous for mandi or bazar named Makrana and also
for supplying marbles to build the beautiful TajMahal.

94) Snehalkumar H. Mistry (2013), the author found that the reliability factors has been
given the first importance by the customer towards its bank performance which includes
keeping up the promiser, way of doing the task, etc. while the customer has given second
importance to the responsiveness of the employees which includes factors like
promptness, willingness to do the work, and the third important factor for the customer is
the assurance provided by the bank towards its customers. The author suggests that
providing of training to the employees will help to the customers for getting the
personalized service in the banking sector.

95) Syed Faisal, Ali Khan and Chanchal Chawla (2015), the study examines the effect of
age on buying behaviour which was carried out in a retail store. The focus of the study
aimed to study the association of age with the money spent, hopping and the time spent.
 All these factors revealed the age effect on consumer buying behaviour which is carried
on in an organized and unorganized retail store which reflects that there is no association
of the above factors in the unorganized retails store but these are very much into count in
the organized retail store.

96) Sudhakar (2014), in his study mentioned about the various factors which affect the
consumers buying behaviour in the soaps purchase. Some of these are fragrance,
attractive package, availability of the product and product composition are the common
factors whereas packaging plays a significant role in attracting the customers. Few other
factors are offers and schemes, promotional tools, seasonal change, etc. are also very
much influential in the purchase of the product.

97) Suganthi and Mohan (2014) the purpose of the study was mainly conducted to know the
consumer buying behavior towards the electronic items like washing machine. The study
proved that the marketers’ main focus should be on developing brand image loyalty
among the customers and also there should be continuous improvements in the electronic
brands even after the purchase.

98) Suhail Sami Sultan (2014) the technological access has enabled the certain industries to
function in a highly automated way. The author emphasizes on competitiveness of the
local producers with the importers in the local market. The author suggests cluster notion
to promote the productivity, innovation and to cope with the competition in a number of
ways. Cluster unlike networks are not based on membership simply it is a geographic
concentration of interrelated companies and institutions.

99) Sukhlal and Devendra (2015) in their research explain about the importance of the
master bathroom for any customer. The QFD (Quality Function Development) model
translates the product quality requirement of a customer to the end-user product quality.
This can be achieved with certain elements of QFD that is competitive assessment,
product quality planning, process planning, product planning, customer view and voice
for the quality, correlation matrix, supplier analysis for the satisfaction of the customer.
Operational goals, customer product technical assessment helps to achieve the goals and
target set by the customer and supplier. The customer requirements in the master
bathroom includes a sink, a toilet, granite and marble counter top, toilet floor, ceramic
 tiles, toilet wall tiles, a heater, etc. So proper selection of each item is very much
important for the marketer to fulfill the need of the consumer which is possible in a
systematic way with the application of the QFD model.

100) Swarna Bakshi (2012) study on impact of gender on consumer buying behavior
represents that there is huge difference between men and women based on the
psychological factor or physiological factors. The marketers need to take into
consideration these factors while making the marketing strategy about the product
manufacturing and its sales. It is also based on social, cultural, personal factors which
influence on the buying decisions of the product. The theory revels of an example related
to post purchase where return of the product is concerned the men tend to return the
products immediately whereas the women take a long time an average of 21 days to take
the decision regarding the same. Also the researcher found that women are returning or
replacing more than half of the products they have purchased. The approach towards the
product is more of external looks for the men and internal looks with its quality more
preferred by women.

101) Syeda Kazmi (2012) states that awareness about the complete range of the product
availability in the market does not put any significance effect on the buying decision of
the consumer. The author recommends that the focus of the marketer should be in
creating awareness about the preparation method of use of the product because this will
enhance their market by increasing the level of satisfaction.

102) Thangaraj, M. Prakash and S. Nandini (2014) according to these authors to

increase the brand loyalty i.e. to have an imprint of the brand in the customer mind the
organizations should pay more attentions towards cardinal factors like incentives to
middlemen, pricing, quality, distribution network, promotion, type of product, etc. This
will enhance the customer satisfaction level of the customer towards the particular brand
offered by the companies.

103) Thangasamy and Gautham (2014) study explains that the buying behavior is
influenced by the cultural, personal, social and psychological factors. Necessity tops the
high in the purchasing decision. Comfort and convenience comes the next in the
decision. Personal savings are considered to be the prime source for the durable products.
 Previous experience is considered in the products like TV, furniture while for the
purchase of four wheeler and Washing machine Advertisement played a major role in
influencing the buying behavior of the customers. Retailer’s recommendations were
considered to be the least in the case electronic items like TV, Fridge, Washing-machine,
etc. So the marketer needs to take into consideration the above factors while formulating
the marketing strategies for the durable products.

104) Ozgur and Husaiyen (2009) investigation research suggests usage of Control Cost of
Quality model to measure the cost incurred in the production or development of marble.
The quarrying of marble includes cutting, polishing, filling and other costs. It also takes
into consideration the processing time to bring back the quarried marble to the final
finished product which includes the machinery, labour, water, chemicals, training,
marketing, promotion and other costs. There are many other costs involved to bring
marble from the nature to the ultimate consumer. To increase the quality and reduce the
cost the above factors need to be taken into consideration by using the computer based
program of Control Cost of Quality which will help the management for the better results.
The above investigation research was carried on in the Turkish region marble industries.

105) Variawa (2010) here in this study the author tells us how the packaging of the
product influences the purchase decision of the consumer for various consumer goods.
The survey was conducted in a town called Canterville (Star Hyper) where two hundred
and fifty people have participated and gave their response. The outcome of the study was
that the people with low income levels are more particular about the packaging of the
products as they can make the use of that material even after consuming the product.

106) Vasu, Kalyan and Deva (2012) in their study pointed out the problems faced by the
granite industry in Chittoor district are development, performance, growth, investment,
marketing, labour, taxation, raw materials, transport, technical issues and modernization.
The solution of modernization can be sorted by reducing the heavy import duty on capital
goods, the labour can be given better training to handle machinery with all the safety
measures, the technical issues related to machinery, material handling, taxation can be
figured by lowering the tax rates in exports and on the imports which will in-turn reduce
the price in the global market, for the marketing arranging the fairs and exhibitions with
the supports of government, making available the raw material at the standard prices and
 increasing the transportation facilities to transport the raw materials and finished products
to the local market and getting the imported material to the manufacturing sites of the
granite.

107) Virendra, et al. (2015) proposes that the use granite sludge powder in making the
granite masonry blocks will be helpful in protecting the environment. This is due to the
rise in the compressive strength and flexural strength of these blocks. As per Indian
Standards certain percentage has been specified for the strength of these blocks which
goes respectively, the blocks made for the pavement of residential and pedestrian should
be of 2kN, for the traffic roads the breaking load point should be of 6kN, the point of
breaking load for heavy industrial road to be 7kN. Based on the study for the class the 5
masonry block the rate of water absorption is 11.65% which limit to the value around
20%.

108) Virender Sanghvi (2014), study reviews the market mix which includes the elements
of marketing mix these are the four Ps i.e. Product, Price, Promotion and Place. The
proposition explains that in the product nature new option for the customized information
can be developed, Place concept refers to no restriction in time and location, Price can be
modified and complete transparency can be viewed as per the customized and
competition of the market and the last one Promotional tools which can be action –
oriented. In the digital world the above four P’s strategy is observed in the marketing.

109) Venkata, Sashidhara, et al., (2013) suggests that in Andhra Pradesh, Anantapur
village there are around 1300 factories of marble and granite quarrying, processing and
polishing from which 195,000 sq. ft., marble and granite waste generated and creating
problem to the local people. The authors advice that the above waste can be utilized to
make granite aggregate and stone waste aggregate to reduce the transportation issue, eco
system imbalance issue and many more. After testing it proved that granite aggregate is
not so inferior in comparison of waste stone aggregate also it improves the compressive
strength and durability of the concrete in the civil works.

1. 3 - Conclusion:
 Consequently, review of literature is a manuscript in the research papers that
embraces the current/present knowledge consisting of conclusions or findings along with the
theoretic, hypothetic and methodologic contribution towards the specific subject matter.
Literature review is the information collected through secondary source, hence it does not
represent the any new, innovative or originality investigational work.