A Study On Consumer Preference Towards Purchase PDF

ELK ASIA PACIFIC JOURNAL OF MARKETING AND RETAIL MANAGEMENT
ISSN 0976-7193 (Print) ISSN 2349-2317 (Online) Volume 4 Issue 3, July (2013)
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A STUDY ON CONSUMER PREFERENCE TOWARDS PURCHASE OF ELECTRONIC

CONSUMER DURABLES FROM RETAIL MALLS
Dr. Ritesh K. Patel

Academic Associate, Marketing Area,
Indian Institute of Management,
Ahmedabad
ABSTRACT
The Current study pertains to find the universe of the retailer present in Ahmedabad selling
electronic consumer durables within retail malls, to find the market size in term of sales in units of
organized retail mall, to find the why particular product of electronic product sale from the retail mall
and which factor influence more consumer preference in purchasing a particular product from organized
retail mall. Descriptive research was undertaken and close ended questionnaires were administered
a)through personal interviews and telephonic interviews on consumers who had purchased electronic
b)consumer durables from organized retail malls with in past six months. In the introduction research
focuses on current scenario of the retail business in India and what is future potential. The researcher has
used statistical techniques such as Chi-square analysis and ANNOVA to reach at conclusion of this study.
Our study found that the factors like specific cost benefit, technological factors, promotional factors,
social-culture, trust factors, satisfaction with retail mall are most important factors which influence the
consumer preference. Demographical factors such as age, occupation, education, income and family
structure also plays a key role in selecting a retail mall and mall layout preferences also differs based on
these demographical factors.
Keywords: Electronic Retailing, Consumer Preference, Consumer Behaviour, Purchase Behaviour, White
Goods Retailing, organized retailing, etc.
microwaves or consumer electronics such

Introduction:
as televisions and DVD players. Such
Durable goods are those which
big-ticket items typically continue to be
don’t wear out quickly, yielding utility
serviceable for three years at least and
over time rather than at once. Examples
are characterized by long inter-purchase
of consumer durable goods include
times.
electronic equipment, home furnishings
and fixtures, photographic equipment,
Performance
leisure equipment and kitchen
In the past 10 years, the global
appliances. They can be further classified
market has witnessed a surge in demand
as either white goods, such as
as economies such as Brazil, Mexico,
refrigerators, washing machines and air
India and China have opened up. The
conditioners or brown goods such as
consumer durables industry has always
blenders, cooking ranges and
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exhibited impressive growth despite There is growing interest for new

strong competition and constant price age products such as LCD-TVs and DVD
cutting, and the first contraction since the players. Meanwhile, the penetration of
2001 dot-com bust has been due to the the basic, largest dollar items such as
global recession. Given the strong ovens, washing machines and
correlation between demand for durables refrigerators is also increasing. India too,
(both new and replacements) and income, has witnessed a similar phenomenon,
the industry naturally suffered during the with the urban consumer durables market
2008-2009 period. However, projections growing at almost 10 %p.a., and the rural
for current year going forward are very durables market growing at 25% p.a.
optimistic, as consumers resume Some high-growth categories within this
spending, and producers launch new segment include mobile phones, TVs and
enticing variants to grab new customers. music systems.
Leading players include Sony The Indian consumer durables
Corporation, Toshiba Corporation, industry has witnessed a considerable
Whirlpool Corporation and Panasonic change in the past couple of years.
Corporation. Changing lifestyle, higher disposable
Developing countries such as income coupled with greater affordability
India and China have largely been and a surge in advertising has been
shielded from the backlash of the instrumental in bringing about a sea
recession, as consumers continued to buy change in the consumer behavior pattern.
basic appliances. In fact, China has been Apart from steady income gains,
ranked the second-biggest market in the consumer financing and hire-purchase
world for consumer electronics. Despite schemes have become a major driver in
the recession, their strong domestic the consumer durables industry.
economy and growing high-income In the case of more expensive
population have buoyed demand leading consumer goods, such as refrigerators,
to aggressive market growth. washing machines, color televisions and
personal computers, retailers are joining
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forces with banks and finance companies MNCs hold an edge over their
to market their goods more aggressively. Indian counterparts in terms of superior
In addition, change in policy, such as the technology combined with a steady flow
WTO FTA in 2005 resulted in zero of capital, while domestic companies
customs duty on imports of all telecom compete on the basis of their well-
equipment, thereby improving the pricing acknowledged brands, an extensive
and affordability of imported goods. distribution network and an insight in
local market conditions. The largest
Challenges MNCs incorporated in India are
The biggest threats to the local Whirlpool India, LG India, Samsung
industry going forward are supply-related India and Sony India and home grown
issues pertaining to distribution and brands are Videocon, Godrej Industries
infrastructure, as well as demand issues and IFB.
due to competition from imported goods.
The lack of well-developed distribution Future Prospects
networks makes it especially challenging Overall, the industry’s future
to penetrate the fastest growing rural remains robust, and interested applicants
areas economically. In addition, regular will benefit from a holistic learning
power cuts and poor road linkages make experience; Many of the research, sales,
systematic production, assembly and marketing and advertising related roles
delivery problematic. will necessitate a good on-the-job
On the demand side, customers learning of target audiences, who may
have increasing choice from both well be a totally new segment, based in
domestically produced and imported never-before visited Class II and III
goods, with similar features. This towns. In addition, those with technical
homogeneity makes it difficult for backgrounds will be able to leverage
players to remain ahead of the their knowledge and experience to
competition. constantly develop and innovate the
product variants. With more MNCs
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growing their Indian businesses, there is interest from both private equity (PE) and
great potential to also learn best-in-class mergers and acquisitions (M&A).
systems and management skills. “This heightened level of PE
interest is evidenced by three PE deals
Literature Review which have happened in the consumer
According to a McKinsey Global space in quick succession in the last few
Institute (MGI) study titled 'Bird of months — Henderson Equity Partners'
Gold': The Rise of India's Consumer investment in Genesis Colors, IL&FS'
Market, the total consumption in India is private equity investment in The Mobile
likely to quadruple making India the fifth Store and investment by Bain Capital &
largest consumer market by 2025. Urban TPG Growth in Lilliput Kidswear,” said
India will account for nearly 68 per cent Ajay Arora, Partner, Transaction
of consumption growth while rural Advisory Services, Ernst & Young.
consumption will grow by 32 per cent by
2025. Consumer Durables
India ranks first in the Nielsen The Consumer durables recorded
Global Consumer Confidence survey a growth of 31 per cent in October 2010.
released in October 2010. “India is one of According to the Consumer Electronics
the fastest growing markets in the world and Appliances Manufacturers
and the current consumer belief that Association (CEAMA), the consumer
recession would soon be a thing of the durables and electronics sector has
past has filled Indians with confidence,” registered a 12-13 per cent growth in
said Piyush Mathur, Managing Director, 2010. According to the industry body, the
South Asia, The Nielsen Co. With 129 total size of consumer durables and
index points, India ranked number one in electronics sector is around US$ 7.85
the recent round of the survey, followed billion. The sales of display category
by Thailand (117) and Australia (115). products such as Flat Panel Displays --
According to recent reports, the LCDs, PDPs rose phenomenally by 45
Indian consumer sector is attracting more per cent this year, while the sales of air
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conditioner and home appliances surged J. Clement Sudhahar,

by nearly 12 per cent and 23 per cent Duraipandian Israel, A. Prabhu Britto
respectively. and M. Selvam presented Service
The Indian consumer electronic Loyalty Measurement Scale: A
industry represents immense growth Reliability Assessment. This research
potential for years to come. The industry article demonstrates the application of
is expected to grow at a CAGR of nearly confirmatory factor analysis (CFA) in the
19 per cent during 2010-2013 to US$ 9.5 scale development process of measuring
billion, according to a research report the construct service loyalty
“Global Consumer Electronics Market (SERVLOYAL). The conceptualization
Forecast to 2013”, by RNCOS. of SERVLOYAL is presented, the
dimensions forming the SERVLOYAL
Rajesh Rajaguru and Margaret construct are figured out. The nitty-gritty
J Matanda state about consumer of CFA is discussed.
perception of store and product attributes
and its effect on customer loyalty within Maive Suuroja (2003) states
the Indian retail sector. Store attributes about service quality. Conceptualization
are assessed in the dimensions of store & service quality perception have been
appearance, service quality and the most debated and controversial topics
convenience of store. Product attributes in the services marketing literature to
dimensions investigated include product date. This paper analyzes the main
quality, price and availability of new debates about how to conceptualize
products. In this study, customer loyalty service quality about the nature of
is considered as repeated purchasing perceived service quality (perception of
behaviour of consumer towards a store. performance vs. disconfirmation) and the
The results suggest that except product formation of service quality (single
price, other store and product attributes construct vs. aggregation of several
have positive effects on customer loyalty. dimensions). The paper explores the
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main theoretical viewpoints and seeks inadequate power supply, access to

supportive empirical evidences. finance and corruption are the three most
severe problems. He has also shown that
B.B Goyal, Meghna Aggarwal while labor laws are not too important an
Jr. (2009) presented empirical study on obstacle, they are beginning to make
organized retailing market in India. their presence felt. Competition in the
Retail sector and its environment have sector is also low by international
experienced radical changes in the last comparisons and pro-competitive
decade. Most of the challenges are due to reforms could hold the key for a
changing demographic, social, politic, significant improvement in retailing
business climate, and changes in the efficiency in the country. Lastly, he finds
retail sector including the addition of little evidence of a negative effect of
Wall Mart, Carrefour, K-Mart, etc. This large on small retailer.
paper examines the relative importance
of the various products purchased at Marketing strategy
organized retail outlets and the choice of
format, the consumer has when Dr. S. Sarvana (2010) In his
purchasing a product. The paper also article in Indian Journal of marketing
discusses the expected development of entitled "A study an consumer behavior
organized retail in the future, focusing on of woman with special reference to
aspects with potential effects on durable goods in coimbatore city- Tamil
consumer purchasing behavior. Nadu", found that education plays a
keyrole in shopping behavior and higher
Mohammad Amin (2008) income group respondents shop as and
presented Retailing in India: Assessing when they like; In majority women plays
the Investment Climate the paper a major role in purchase decision and
attempts to highlight the main problems they prefer to prepare an item list before
confronting the retail sector in 41 large purchasing. Family influences the
cities of India. The analysis reveals that consumer’s behavior to a greater extent
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while purchasing. Majority of the strong presence in other 'emerging

respondents prefer to purchase products markets strategies as well. The case tries
from departmental store rather than any to dispel the myth that emerging markets
other shop. Most of the people are only about devising strategies to
recommend the product purchased by target the huge BOP segment Analysts
them to others. People give preference to are of the opinion that HUL'S success in
product quality. Most of them satisfied India was due to its ability to cater to all
with the factors such as price, quality, segments by adapting products, prices
and availability of service and design of and promotion to each of them.
durable goods. In the present study we
are internal to know wither people in
Indu P and Vivek Gupta (Sep.
Allahabad City as satisfied with the
2007) In their case study published in
price, quality, availability, service and
case folio the Icfai journal of
design of electronic goods.
management case studies entitled
Delsapratim Purkayastha (Sep. "Marketing strategies of Harley
2009) In his study published in case folio Davidson" had viewer that the marketing
the Icfai Journal of management case strategies of the usbased motorcycle
studies entitled, "Realities of emerging manufacturer Harley Davidson Motor
markets : Some lessons from uni lever's Company (H-D) uses the marketing mix
strategy for lifebuoy & Sunsilk in India" element including product, price,
The case focuses on HUL'S strategy for distribution and promotion strategies of
growing two mature brands with mass the company. Notwithstanding the
appeal Life buoy and Sunsilk by success of H-D'S marketing strategies,
targeting new segments in innovative some critics were of the opinion that the
ways. With India being waived as a test H-D was not focusing on its core
market for emerging markets strategies competency i.e. motorcycle and is
analysts felt that the learning from these diluting its brand. The company has a
initiatives would help unilever develop a long way to go in maintaining good
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relationships with the company's Promotional offers were undertaken by

customers. NUL in its quest for market dominance
the company was able to would itself
Debapratim Purkayastha and
according to the market requirements by
Rajiv Fernando (May. 2007) In case
entering new domains and reaching out
study published in case folio the Icfai
to potential customers through its 'True
Journal of management case studies
Value' and other promotional offers.
entitled "Innovative marketing strategies
of Lush fresh handmade cosmetics",
Bansh Hari (2002) In his thesis
found that the absence of a regular
entitled "Marketing of electronic
marketing department might prove
products in India with special reference
counterproductive for the company. With
to computer and television industries",
the competition in the ethical cosmetics
that electronic product is looked upon by
market expected to increase some experts
most people almost as a natural
also felt that lush, which had thus for
phenomenon beyond people's control
remained an independent, The company
many people have accepted marketing of
did not have a traditional marketing
electronic products as their career and
department and retied more an
electronic products have greater effect an
unconventional products, wacky product
society. Attitude of people towards
naves in store advertising, word of month
marketing is positive and marketing of
advocacy and public relation.
electronic products powerful enough to
promote consumers cultures & value. It
In the case published in case is an investment of the future which
folio entitled "Market expansion manufactures expect will pay off many
strategies of Maruti Udyog", it was times more. The study is restricted only
found that market expansion strategies up to marketing of electronic product
was based on the introduction of new which exclusively are T.V. and
models, and upgrading of existing computer, whereas this study covers

models in response to market demand. electronic goods in entertainment sector
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which includes T.V., DVD, Music attention should be placed an

System, Play Station etc. It concentrates understanding the impact of the buying
on the marketing strategy adopted by the situation several.
companies.
Consumer behaviour
Greg Laird and Robert R.
Harman (1997) In their research paper Judith chevalier and Sustan
entitled, "Linking marketing strategy to Goolsbec (Nov. 2009) In their article in
customer value: Implication for the quarterly journal of economics "All
technology marketers", had presented a durable goods consumers forward-
model that identifies the factors that drive looking?", mentioned that the consumers
customer perceptions of value and think about the future when the make
describes linkages with marketing durable goods purchase and look very
strategy. The paper argues that a much like the forward looking rational
thorough understanding of customer expectation consumer of the neoclassical
value drivers can increase the model. This is apparent in the purchase
effectiveness of marketing strategy. behavior of the students and in the
Improved customer intimacy is the major pricing behavior of sellers. People are
pay off. The value driver analysis can willing to pay less or are less willing to
provide critical insights for product and buy products for which the projected
service development and operational future life is short.
efficiency the paper proposes a model for
linking marketing strategy to the Martin R Lautnan and
customer's perceptions of value. It Koenpouwels (Sep. 2009) In their article
suggests that a deep knowledge of given in Journal of advertising research
customer value can improve the entitled "Metrics that matter: Identifying
processes that create and deliver that the importance of consumer wants and
value. Anticipating changes in customer needs", suggested that there is a need for
value is critical to the success. Additional the development of data fusion models
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that capitalize on the advantages and Rizwana Ahmed (1992)In her

disadvantages of various important thesis entitled "Consumer buying
assessment methodologies, multistage decision for consumer durable goods"
models reflecting hierarchical consumer opined that, the durable goods are
decision making and competitive set generally purchased in recognition of a
formation would see to have potential need that has to be fulfilled of the durable
value. goods, those that fall in category of what
we term as 'gadgets' or appliances are
Vinod Kumar (1993) In his generally purchased for they offer come
thesis on "A study of impact of convenience by way of reducing labor or
consumerism and marketing practices", time or effort involved in a process such
found that business competitions as a food processor, microwave cooking
resulting in intense sales promotion and oven or refrigerator, washing machine
marketing efforts tend to shake the etc. She of the new that the consumers
confidence of consumers. There is a are more reluctant to admit the intangible
decline in the quality standards of appeals of the durable goods especially
products because of lowering of prices those pertain to their status or social
either to meet competition or the poor standing but more admit that the practice
purchasing power of the consumer aspects of the products attracted them to
increases in the market imperfection purchase it. The consumer behavior is
which lead to an information gap always subject to change and a host of
between the manufacturers/ traders and factors influence the purchase decision of
the consumers because of impersonalized consumer for durable goods. The study
selling. There is an increase in the looks into the internal determinate of
number of goods and services in the consumer behavior such as need, motive
economy of which the consumer has no perception attitudes, learning &
previous experience resulting in error in personality whereas the present scare
his decision making. investigated into the environment factors,
a buyers characteristics their decision
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process and buyer's response in regard to 1. What Demographical Factors

the marketing strategy adopted by the will operate?
electronic companies. 2. Which Specific Cost Benefit
will affect preferences?
Problem Definition 3. How far Technological
Consumers frequently change Factors influence preference
their shopping behavior. This is a major of consumer?
issue for company to predict their future 4. Which Promotional Factors
and profitability. But main point is that are attracting the customer?
why consumer change their choices 5. Any Social-Culture Factors will
frequently, and why they purchase some affect the consumer behavior?
product and why not other one. So that 6. How much Trust Factors
my problem statement is that, influence to purchase from retail
mall?
 Management Decision Problem 7. How is the customer Satisfaction
Should a retail mall keep all with retail mall?
electronics consumer durable
product? Analysis and Interpretation
 Marketing Research problem The analysis of the data is done by
1) Broad Statement of the using different tests like Chi-square
problem analysis, and discussed in the upcoming
To determine consumers parts. The results got through these tests
prefer some specific brand in are then interpreted accordingly and final
electronics consumer durable outcome has been achieved.
product to purchase from retail
mall? Chi-square Analysis
2) Specific Components of the 1. Chi-square between Different
problem products of electronic consumer
durable to age.
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Ho: There is no significant H1: There is significant impact

impact age on purchasing different age purchasing different product of
product of electronic consumer retail electronic consumer retail mall.
mall.
PRODUCT CAT. Q1 * AGE Cross tabulation
Table 1 AGE
18- 26- 36- 46 TO Tota
25 35 45 Above l
PRODUCT CAT. A/C 19 15 13 22 69
Q1 TV 22 28 26 12 88
HOME
22 21 20 15 78
THEATER
REFRIGERATOR 13 22 21 9 65
Total 76 86 80 58 300
Chi-Square Tests
Table : 2 Value Df Asymp. Sig. (2-sided)
a
Pearson Chi-Square 14.047 9 .121
Likelihood Ratio 13.634 9 .136
Linear-by-Linear Association .475 1 .491
N of Valid Cases 300
Chi-Square Tests

a
The table 1of Chi-Square Tests square is 14.047. The significance level
shows that different products of of 0.121indicates that this Chi-square is
electronic consumer retail mall have a statistically no significant. So that we
negative relation with the age as the Chi- reject alternate hypothesis H1, and accept
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null hypothesis Ho, that there are no purchasing different product of

significant impact age on purchasing electronic consumer retail mall.
different product of electronic consumer H1: There is significant
retail mall. impact occupation on purchasing
As the table 1of Cross tabulation shows different product of electronic
that there is no any direct relation with consumer retail mall.
the particular product purchase from
PRODUCT CAT. Q1 * OCCUPATION Cross tabulation

Table : 2 OCCUPATION
Job Business Others Total
PRODUCT CAT. Q1 A/C 28 39 2 69
TV 32 47 9 88
HOME THEATER 38 33 7 78
REFRIGERATOR 24 32 9 65
Total 122 151 27 300
electronic consumer durable in different
age group. As per the table all the The table 2 of Chi-Square Tests
different age groups (18-25, 26-35, 36- shows that different products of
45, 46-Above) have purchase different electronic consumer retail mall have a
products (A/C, T.V., Home Theater, and negative relation with the occupation as
Refrigerator) from retail mall, so that the Chi-square is 8.27. The significance
there is no difference in choice to level of 0.219indicates that this Chi-
purchase product from CDRM. square is statistically no significant. So
that we reject alternate hypothesis H1,
2. Chi-square between Different and accept null hypothesis Ho, that there
products of electronic consumer are no significant impact occupation on
durable to occupation. purchasing different product of electronic
Ho: There is no consumer retail mall.
significant impact occupation on
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As the table 2 of Cross tabulation

shows that there is no any direct relation 3. Chi-square between Different
with the particular product purchase from products of electronic consumer
electronic consumer durable in different durable to education.
occupation group. As per the table all the Ho: There is no
different occupation groups (Job, significant impact education on
Business and others) have purchase purchasing different product of
different products (A/C, T.V., Home electronic consumer retail mall.
Theater, and Refrigerator) in which the H1: There is significant
occupation in job and business people impact education on purchasing
more prefer to purchase product from different product of electronic
ECDRM than in other occupation. consumer retail mall.
PRODUCT CAT. Q1 * EDUCATION Cross tabulation

Table : 3 EDUCATION
Undergraduate Graduate Postgraduate Total
PRODUCT A/C 25 25 19 69
CAT. Q1 TV 30 37 21 88
HOME
27 32 19 78
THEATER
Total 112 119 69 300
that we reject alternate hypothesis H1,
The table 3 of Chi-Square Tests shows
and accept null hypothesis Ho, that there
that different products of electronic
are no significant impact education on
consumer retail mall have
purchasing different product of electronic
a negative relation with the education as
consumer retail mall.
the Chi-square is 4.517. The significance
level of 0.607 indicates that this Chi-
square is statistically no significant. So
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Chi-Square Tests
Table : 3
Value Df Asymp. Sig. (2-sided)
Pearson Chi-Square 4.517a 6 .607
Linear-by-Linear Association
2.433 1 .119

4. Chi-square between Different
shows that there is no any direct relation
products of electronic consumer
with the particular product purchase from
durable to education.
Ho: There is no
education group. As per the table all the
significant impact income on
different education groups (U.graduate,
purchasing different product of
Graduate, Post Graduate) have purchase
electronic consumer retail mall.
different products (A/C, T.V., Home
H1: There is significant
Theater, and Refrigerator) in which all
impact income on purchasing
the level of education equally prefer to
different product of electronic
visit ECDRM to purchase a different
consumer retail mall.
products.
PRODUCT CAT. Q1 * INCOME Cross tabulation

Table :4 INCOME
up to 10,001 to 25,001 and
10,000 25,000 Above Total
PRODUCT A/C 11 28 30 69
CAT. Q1 TV 11 45 32 88
HOME
16 32 30 78
THEATER
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PRODUCT CAT. Q1 * INCOME Cross tabulation

Table :4 INCOME
up to 10,001 to 25,001 and
10,000 25,000 Above Total
PRODUCT A/C 11 28 30 69
CAT. Q1 TV 11 45 32 88
HOME
16 32 30 78
THEATER
Total 49 143 108 300
Chi-Square Tests
Table :4 Value Df Asymp. Sig. (2-sided)
a
Linear-by-Linear Association 2.995 1 .084
The table 4 of Chi-Square Tests As the table 4 of Cross tabulation

shows that different products of shows that there is no any direct relation
electronic consumer retail mall have a with the particular product purchase from
negative relation with the income as the electronic consumer durable in different
Chi-square is 8.453. The significance education group. As per the table all the
level of 0.207indicates that this Chi- different education groups (Up to 10,000,
square is statistically no significant. So 10,000 to 20,000, 20,000 and above)
that we reject alternate hypothesis H1, have purchase different products (A/C,
and accept null hypothesis Ho, that there T.V., Home Theater, and Refrigerator) in
are no significant impact income on which all the level of income people are
purchasing different product of electronic not equally prefer to visit ECDRM to
consumer retail mall. purchase a different products. As the
table up 10,000 income people less prefer
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to purchase from ECDRM than other Structure on purchasing different

income groups. product of electronic consumer
retail mall.
5. Chi-square between Different H1: There is significant
products of electronic consumer impact family Structure on
durable to education. purchasing different product of
Ho: There is no electronic consumer retail mall.
significant impact family
PRODUCT CAT. Q1 * FAMILY STRU. Cross tabulation
Table : 5 FAMILY STRU.

Joint Nuclear
Individual Family Family Total
PRODUCT CAT. A/C 22 29 18 69
Q1 TV 32 29 27 88
HOME
36 18 24 78
THEATER
Total 118 92 90 300
Chi-Square Tests
Table :5

Likelihood Ratio
8.036 6 .236
.346 1 .556
N of Valid Cases
300
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The table 5 of Chi-Square Tests shows different education groups (Up to 10,000,
that different products of electronic 10,000 to 20,000, 20,000 and above)
consumer retail mall have a negative have purchase different products
relation with the family structure as the (Individual, joint family and nuclear
Chi-square is 8.118. The significance family) in which all the level of family
level of 0.230indicates that this Chi- structure people are equally prefer to visit
square is statistically no significant. So ECDRM to purchase a different products.
that we reject alternate hypothesis H1, As this can be see in the table 5.
and accept null hypothesis Ho, that there 6. Chi-square between Baying
are no significant impact family structure particular brands of electronic
on purchasing different product of consumer durable to income.
electronic consumer retail mall. Ho: Income of customer
does not influence buying
particular brand from ECDRM.
shows that there is no any direct relation
H1: Income of customer
with the particular product purchase from
does influence buying particular
brand from ECDRM.
education group. As per the table all the
SAT.RM Q18 * INCOME Cross tabulation

Table : 6 INCOME
up to 10,001 25,001 and
10,000 to25,000 Above Total
SAT.RM Q18 S. Agree 5 30 20 55
Agree 21 28 25 74
Nutral 3 21 20 44
Disagree 13 40 23 76
S. Disagree 7 24 20 51
Total 49 143 108 300
Chi-Square Tests
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Asymp. Sig. (2-

Value Df sided)
response disagree or strongly disagree.
But from the table 4 found that the more
that different income of customer prefer
people have an income between 10000-
different brand from ECDRM, and they
20000 and they give mix responses.
have a positive relation with the income
as the Chi-square is 15.498. The
7. Chi-square between Sales
significance level of 0.05indicates that
schemes of ECDRM to
this Chi-square is statistically significant.
customer satisfaction toward
So that we reject null hypothesis Ho, and
retail mall services.
accept alternate hypothesis H1, Income
Ho: Sales scheme is
of customer does influence buying
increase you’re saving does not
particular brand from ECDRM.
influence satisfaction with the
As per the table of the cross
retail mall services in ECDRM.
tabulation 43% people strongly agree or
H1: Sales scheme is
agree about specific band prefer from the
increase you’re saving does
ECDRM, while 15% people give a
influence satisfaction with the
neutral answer and 42% people give
retail mall services in ECDRM.
SAT.RM Q19 * SCB Q3 Cross tabulation
Table : 7 SCB Q3
S.Agree Agree Nutral Disagree S. Disagree Total
SAT.RM Q19 S.Agree 12 18 14 3 2 49
Agree 35 54 42 21 4 156
Nutral 8 13 23 17 3 64
Disagree 3 9 4 8 4 28
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S.Disagree 0 0 1 1 1 3
Total 58 94 84 50 14 300
Chi-Square Tests

a
and 58 and 94 people mark on respective
The table 7 of Chi-Square Tests
strongly agree and agree in scheme
shows that different sales schemes
increase customer saving while 84 people
increase saving of customer that
give neutral answer.
influence satisfaction toward retail mall
services ECDRM, and they have a
8. Chi-square between age of
positive relation with the income as the
customer and satisfaction
Chi-square is 35.713. The significance
toward retail mall layout.
level of 0.003 indicates that this Chi-
Ho: Age group of the
square is statistically significant. So that
people does not influence
we reject null hypothesis Ho, and accept
satisfaction with the retail mall
alternate hypothesis H1, Sales scheme is
layout in ECDRM.
increase you’re saving does influence
H1: Age group of the
satisfaction with the retail mall services
people does influence satisfaction
in ECDRM.
with the retail mall layout in
As per the table 7 of cross
ECDRM.
tabulation we can see that 49 and 156
people have mark on respectively
strongly agree and agree in the
satisfaction toward retail mall services
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SAT.RM Q20 * AGE Cross tabulation

Table : 8 AGE
18-25 26-35 36-45 46 TO Above Total
SAT.RM Q20 S. Agree 21 27 27 20 95
Agree 37 29 38 24 128
Nutral 10 21 10 11 52
Disagree 5 9 4 3 21
S. Disagree 3 0 1 0 4
Total 76 86 80 58 300
Chi-Square Tests
a
shows that different age group of
customer that does not influence
satisfaction toward retail mall services in
satisfaction toward retail mall layout
ECDRM, and they have a negative
services and the result is found that age is
relation with the age and layout of
not influence on the satisfaction of the
ECDRM, as the Chi-square is 15.836.
ECDRM’s layout.
The significance level of 0.119indicates
that this Chi-square is statistically not
9. Chi-square between
significant. So that we reject alternative
education of customer and
hypothesis H1, and accept null
satisfaction toward retail mall
hypothesis H1, Age group of the people
layout.
does not influence satisfaction with the
retail mall layout in ECDRM.
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……………………………………………………………………………………………………………………
Ho: Education of the H1: Education of the

people does not influence people does influence satisfaction
satisfaction with the retail mall with the retail mall layout in
layout in ECDRM. ECDRM.
SAT.RM Q20 * EDUCATION Cross tabulation

Table : 9 EDUCATION
Undergrad. Graduate Postgrad. Total
SAT.RM Q20 S.Agree 34 37 24 95
Agree 50 53 25 128
Nutral 18 22 12 52
Disagree 9 5 7 21
S.Disagree 1 2 1 4
Total 112 119 69 300
Chi-Square Tests
significant. So that we reject alternative
hypothesis H1, and accept null
shows that different education of
hypothesis H1, Education of the people
customer that does not influence
does not influence satisfaction with the
satisfaction toward retail mall layout in
retail mall layout in ECDRM.
ECDRM, and they have a negative
relation with the age and layout of
ECDRM, as the Chi-square is 4.104. The
significance level of 0.848indicates that
this Chi-square is statistically not
satisfaction toward retail mall layout
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……………………………………………………………………………………………………………………
services and the result is found that age is Ho: Retail mall provide
not influence on the satisfaction of the brand variety and assortment does
ECDRM’s layout. not influence that buying from
retail mall is profitable in
10. Chi-square between brand ECDRM.
variety and assortment of H1: Retail mall provide
ECDRM to the buying from brand variety and assortment does
organized retail mall is influence that buying from retail
profitable. mall is profitable in ECDRM.
SAT.RM Q21 * SCB Q2 Cross tabulation

Table : 10 SCB Q2
S.Agree Agree Nutral Disagree S.Disagree Total
SAT.RM Q21 S.Agree 30 34 7 4 2 77
Agree 51 55 20 6 1 133
Nutral 17 25 9 5 0 56
Disagree 8 6 4 8 2 28
S. Disagree 2 2 0 1 1 6
Total 108 122 40 24 6 300
Chi-Square Tests
a
profitable for customer, and they have a
positive relation as the Chi-square is
shows that different brand variety and
37.547. The significance level of 0.002
assortment of retail mall that influence
and it is less than 0.05, so that it indicates
buying from organized retail store is
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……………………………………………………………………………………………………………………
So that we reject null hypothesis Ho, and 11. Chi-square between higher
accept alternate hypothesis H1, Retail prices of good means higher
mall provide brand variety and quality of product and buying
assortment does influence that buying power saving product first in
from retail mall is profitable in ECDRM. ECDRM
As per the table 10 of cross Ho: Higher price of good
tabulation we see that 77 and 133 people means higher quality of product
response on the strongly agree and agree does not influence that buying
respectively on that the retail mall power saving product first in
provide brand variety and assortment, ECDRM.
while 108 and 122 people response on H1: Higher price of good
strongly agree and agree respectively in means higher quality of product
that the organized retail mall is does influence that buying power
profitable. saving product first in ECDRM.
SCB Q4 * TEC.F Q5 Cross tabulation
Table:11 TEC.F Q5
SCB Q4 S.Agree 27 65 26 5 0 123
Agree 47 30 25 3 2 107
Nutral 22 14 3 1 1 41
Disagree 11 2 3 4 2 22
Total 111 113 58 13 5 300
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Chi-Square Tests
Table : 11

Pearson Chi-Square
54.202a 16 .000
Likelihood Ratio
51.815 16 .000
1.534 1 .216
N of Valid Cases
300
and agree respectively on that Higher

price of good means higher quality of
that different higher price of good means
product, while 111 and 113 people
higher quality of retail mall that influence
response on strongly agree and agree
that power saving product first, and they
respectively in that the influence that
have a positive relation as the Chi-square
power saving product first.
is 54.202. The significance level of 0.000
12. Chi-square between higher
prices of good means higher quality of
product and feature and technology of
accept alternate hypothesis H1, Higher
the product influence consumer
preference ECDRM.
product does influence that buying power
Ho: Higher price of good means
saving product first in ECDRM.
higher quality of product does not
influence that feature and technology of
the product influence consumer
tabulation we see that 123 and 107
preference ECDRM.
people response on the strongly agree
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……………………………………………………………………………………………………………………
H1: Higher price of good means product influence consumer preference

higher quality of product does influence ECDRM.
that feature and technology of the
SCB Q4 * TEC.F Q6 Cross tabulation
Table:12 TEC.F Q6
SCB Q4 S. Agree 54 46 16 6 1 123
Agree 31 37 30 9 0 107
Nutral 10 16 10 5 0 41
Disagree 8 7 1 5 1 22
S. Disagree 6 0 1 0 0 7
Total 109 106 58 25 2 300
Chi-Square Tests
a
alternate hypothesis H1, higher price of
good means higher quality of product
shows that different higher price of good
does influence that feature and
means higher quality of retail mall that
technology of the product influence
influence that technology and feature of
consumer preference ECDRM.
the product, and they have a positive
relation as the Chi-square is 37.166. The
tabulation we see that 123 and 107
significance level of 0.002 and it is less
people response on the strongly agree
than 0.05, so that it indicates this Chi-
and agree respectively on that Higher
product, while 109 and 106 people
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response on strongly agree and agree Ho: Warrantee or

respectively in that the feature and guarantee of the product does not
technology of the product. We find the influence satisfaction of customer
result that both have a positive relation with retail mall services.
each other and influence on result. H1: Warrantee or
guarantee of the product does
13. Chi-square between influence satisfaction of customer
Warrantee or guarantee of with retail mall services.
product and satisfaction with
retail mall services.
SAT.RM Q19 * TEC.F Q7 Cross tabulation

Table:13 TEC.F Q7
SAT.RM Q19 S.Agree 18 18 12 1 0 49
Agree 72 43 30 10 1 156
Nutral 17 24 12 9 2 64
Disagree 6 7 9 3 3 28
Total 113 93 64 23 7 300
Chi-Square Tests
a
services, and they have a positive relation
as the Chi-square is 43.327. The
shows that warrantee or grantee that
provide by the ECDRM is influence on
the customer satisfaction with retail mall
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……………………………………………………………………………………………………………………
we reject null hypothesis Ho, and accept each other and influence on result that
alternate hypothesis H1, Warrantee or warrantee or guarantee increase that lead
guarantee of the product does influence to higher retail mall services satisfaction.
satisfaction of customer with retail mall
services.
advertisements helps to
As per the table 13 of cross purchasing and layout and
tabulation we see that 49 and 156 people arrangement of ECDRM.
response on the strongly agree and agree Ho: Advertisements help
respectively on that satisfaction with the to purchase the product does not
retail mall services, while 113 and 93 influence layout and arrangement
people response on strongly agree and of the retail mall.
agree respectively in that the warrantee H1: Advertisements help
or guarantee of the product. We find the to purchase the product does
result that both have a positive relation influence layout and arrangement
of the retail mall.
SAT.RM Q20 * PRO.F Q8 Cross tabulation

Table:14
PRO.F Q8
SAT.RM Q20 S.Agree 27 22 19 20 7 95
Agree 25 29 39 19 16 128
Nutral 10 13 8 5 16 52
Disagree 4 9 2 5 1 21
Total 66 75 69 49 41 300
Chi-Square Tests
Table : 14
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66 and 75 people response on strongly
agree and agree respectively in that the
shows that advertisements help to
advertisement help to purchase the
purchase the product influence on the
product. We find the result that both have
customer satisfaction with layout and
a positive relation each other and
arrangement, and they have a positive
influence on result that advertisement on
retail mall increase the layout and
arrangement satisfaction.
15. Chi-square between friend
and family involve in buying
and purchase innovative or new
alternate hypothesis H1, Warrantee or
product from ECDRM.
guarantee of the product does influence
Ho: Friend or family
satisfaction of customer with retail mall
member involve in buying does
services.
not influence to purchase
innovative or new product.
tabulation we see that 95 and 128 people
H1: Friend or family
response on the strongly agree and agree
member involve in buying does
respectively on that satisfaction with the
retail mall layout and arrangement, while
SCF Q14 * SCF Q12 Cross tabulation

Table:15 SCF Q12
S. Agree Agree Nutral Disagree S. Disagree Total
SCF Q14 S. Agree 20 41 9 3 2 75
Agree 43 49 45 12 2 151
Nutral 18 9 14 3 2 46
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Disagree 7 2 7 6 1 23
S. Disagree 1 1 1 2 0 5
Total 89 102 76 26 7 300
Chi-Square Tests
Table : 15

Pearson Chi-Square
43.983a 16 .000
6.660 1 .010
N of Valid Cases
300

respectively on that friend or family
that friend or family member involve in
member involve with the purchasing,
purchasing product influence on the
while 89 and 102 people response on
innovative or new product, and they have
strongly agree and agree respectively in
a positive relation as the Chi-square is
that the innovative or new product. We
find the result that both have a positive
relation each other and influence on
result that friend and family member
greatly involve in the purchasing
accept alternate hypothesis H1, Friend or
family member involve in buying does
not influence to purchase innovative or
new product.
religious and cultural aspect
involve in buying and purchase
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……………………………………………………………………………………………………………………
innovative or new product from H1: Cultural and religious

ECDRM. aspects influence in buying does
Ho: Cultural and religious influence to purchase innovative
aspects influence in buying does or new product.
SCF Q14 * SCF Q13 Cross tabulation

Table:16 SCF Q13
SCF Q14 S.Agree 0 17 38 11 9 75
Agree 11 13 36 52 39 151
Nutral 12 12 5 6 11 46
Disagree 1 12 3 0 7 23
Total 25 54 85 70 66 300
Chi-Square Tests
a
accept alternate hypothesis H1, Cultural
shows that Cultural and religious aspects
and religious aspects influence in buying
influence in buying product influence on
does influence to purchase innovative or
the innovative or new product, and they
new product.
respectively on that Cultural and
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……………………………………………………………………………………………………………………
religious aspects influence in purchasing, 17. Chi-square between

while 25, 54 and 85 people response on warrantee and guarantee and
strongly agree, agree and neutral trustworthy in ECDRM.
respectively in that the innovative or new Ho: Warrantee or
product. We find the result that both have guarantee of the retail mall does
a positive relation each other and not influence retail mall
influence on result that culture and trustworthiness.
religious aspect greatly involve in the H1: Warrantee or
purchasing innovative or new product. guarantee of the retail mall does
influence retail mall
trustworthiness.
TRU.F Q17 * TEC.F Q7 Cross tabulation
Table:17 TEC.F Q7
TRU.F S.Agree 39 18 15 2 0 74
Q17 Agree 40 41 25 5 2 113
Nutral 22 19 14 6 2 63
Disagree 10 14 9 8 2 43
Total 113 93 64 23 7 300
Chi-Square Tests
Table:17 Value Df Asymp. Sig. (2-sided)
As per the table 17 of Chi-Square
Tests shows that warrantee and guarantee
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……………………………………………………………………………………………………………………
that retail mall provide to the customer in neutral respectively in that warrantee and
buying product influence on the in guarantee. We find the result that both
creating trustworthiness, and they have a have a positive relation each other and
positive relation as the Chi-square is influence on result that warrantee and
32.527. The significance level of 0.009 guarantee influence in the retail mall
and it is less than 0.05, so that it indicates trustworthiness.
So that we reject null hypothesis Ho, and 18. Chi-square between
accept alternate hypothesis H1, promises and commitments and
Warrantee or guarantee of the retail mall satisfaction with retail mall
does influence retail mall service in ECDRM.
trustworthiness. Ho: Promises and
As per the table 17 of cross commitment does not influence
tabulation we see that 74 and 123 people satisfaction with retail mall
response on the strongly agree and agree services.
respectively on retail mall H1: Promises and
trustworthiness in purchasing from commitment does influence
ECDRM, while 113, 93 and 64 people satisfaction with retail mall
response on strongly agree, agree and services.
SAT.RM Q19 * TRU.F Q16 Cross tabulation

Table : 18 TRU.F Q16
SAT.RM Q19 S.Agree 8 30 9 2 0 49
Agree 22 90 30 14 0 156
Nutral 6 29 24 5 0 64
Disagree 1 9 7 10 1 28
Total 38 159 71 31 1 300
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Chi-Square Tests
a
neutral respectively in that retail mall
services. We find the result that both
Tests shows that the services that retail
have a positive relation each other and
mall provide to the customer in buying
influence on result that promises and
product influence by promises and
commitment from retail mall create
commitments, and they have a positive
satisfaction in customer toward retail
mall services.
19. Chi-square between retail
mall provide variety and
assortment and trust that come
from retail mall keep best
alternate hypothesis H1, Promises and
interest of customer in
commitment does influence satisfaction
ECDRM.
with retail mall services.
Ho: Retail mall provide
brand variety and assortment does
not influence trust that come from
keeping best interest of consumer.
respectively on retail mall Promises and
H1: Retail mall provide
commitment in purchasing from
brand variety and assortment does
ECDRM, while 38, 159 and 71 people
influence trust that come from
response on strongly agree, agree and
TRU.F Q15 * SAT.RM Q21 Cross tabulation

Table : 19 SAT.RM Q21 Total
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S.Agree Agree Nutral Disagree S.Disagree

TRU.F Q15 S.Agree 11 12 6 1 1 31
Agree 19 33 8 3 2 65
Nutral 22 44 16 9 1 92
Disagree 23 40 25 10 2 100
S.Disagree 2 4 1 5 0 12
Total 77 133 56 28 6 300
Chi-Square Tests
a
does influence trust that come from
Tests shows that the brand variety and
assortment that retail mall provide to the
customer in buying product influence in
trust that creating retail mall by keeping
respectively on retail mall provide brand
best interest of customer, they have a
variety and assortment in purchasing
from ECDRM, while 31, 65 and 92
people response on strongly agree, agree
and it is not less than 0.05, but we can
and neutral respectively in that retail mall
consider 10% of precession level for this
keep best interest of customer in mind .
study, so that it indicates this Chi-square
We find the result that both have a
is statistically significant. So that we
positive relation each other and influence
reject null hypothesis Ho, and accept
on result that retail mall providing larger
alternate hypothesis H1, Retail mall
brand variety to the customer, they keep
provide brand variety and assortment
best interest of customer in mind.
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……………………………………………………………………………………………………………………
20. Chi-square between income they purchase product in

of consumer and the product exchange from ECDRM.
they purchase in exchange from H1: Income of the
retail mall. consumer does affect that they
Ho: Income of the purchase product in exchange
consumer does not affect that from ECDRM.
PRO.F Q10 * INCOME Cross tabulation

Table : 20 INCOME
up to 10,000 10,001 to25,000 25,001 & Above Total
PRO.F Q10 Yes 36 85 57 178
No 13 58 51 122
Total 49 143 108 300
Chi-Square Tests
reject null hypothesis Ho, and accept
As per the table 20 of Chi-Square alternate hypothesis H1, income of the
Tests shows that the income of the consumer does affect that they purchase
customer influences in buying product in product in exchange from ECDRM.
exchange from the retail mall, they have
As per the table 20, we can see
a positive relation as the Chi-square is
that there are 178 people mark on yes
that they have purchase from in exchange
and it is equal to 0.05, but we can
from the retail mall, while in which 85
consider 10% of precession level for this
people have income between 10,000 to
study, so that it indicates this Chi-square
20,000. That prove that the income of the
is statistically significant. So that we
consumer have a positive relation with
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……………………………………………………………………………………………………………………
consumer purchase product in exchange profitable and purchase from

from the retail mall. So we can conclude retail mall on credit.
that change in income also change in Ho: Organized retail mall
perception of purchasing product in is profitable does not impact on
exchange from the ECDRM. purchasing from ECDRM.
H1: Organized retail mall
21. Chi-square between is profitable doe’s impact on
organized retail malls is purchasing from ECDRM.
PRO.F Q9 * SCB Q2 Crosstabulation

Table : 21 SCB Q2
S.Agree Agree Nutral Disagre S.Disagre Total
PRO.F Q9 Yes 50 62 27 8 3 150
No 58 60 13 16 3 150
Total 108 122 40 24 6 300
Chi-Square Tests
accept alternate hypothesis H1, organized
retail mall is profitable doe’s impact on
Tests shows that the purchasing from
purchasing from ECDRM.
retail mall is profitable influence on the
credit purchase from retail mall and they
tabulation show that 108 and 122 people
mark on strongly agree and agree
respectively on that buying from retail
mall is profitable. While both yes and get
the equal response that they have
purchase product in credit from the
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……………………………………………………………………………………………………………………
organized retail mall. So that we can and layout and arrangement

conclude that people believe that buying satisfaction of the customer.
on credit from ECDRM is profitable and Ho: Special sale scheme
both have a positive relationship. does not influence layout and
arrangement of ECDRM.
22. Chi-square between special H1: Special sale scheme
sales scheme and retail mall does not influence layout and
arrangement of ECDRM.
PRO.F Q11 * SAT.RM Q20 Cross tabulation

Table : 22 SAT.RM Q20
S.Agree Agree Nutral Disagre S.Disagre Total
PRO.F Q11 Yes 48 74 23 4 4 153
No 47 54 29 17 0 147
Total 95 128 52 21 4 300
Chi-Square Tests
a
accept alternate hypothesis H1, special
Tests shows that the special sale scheme
sale scheme does not influence layout
of the retail mall influence the retail mall
and arrangement of ECDRM.
layout and arrangement and they have a
tabulation show that 95 and 128 people
mark on strongly agree and agree
respectively on that retail mall provide
variety and assortment. While both yes
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……………………………………………………………………………………………………………………
and get nearly equal response that they best interest of customer in
have purchase during special sales mind.
scheme. So that we can conclude that we Ho: Special cost benefit does
can conclude that any special sales not impact trust that ECDRM
scheme of retail mall changes the layout keep best interest of customer in
and arrangement. mind.
H1: Special cost benefit does
Anova Analysis impact trust that ECDRM keep
1. ANOVA between special cost best interest of customer in mind.
benefit and ECDRM keeping
ANOVA
Table : 1 Sum of Squares df Mean Square F Sig.
Between Groups 8.657 4 2.164 3.960 .004
Within Groups 161.231 295 .547
Total 169.889 299
ECDRM keep best interest of customer
As per table 1 of ANOVA show that
in mind.
special cost benefit of ECDRM have a
direct relation with the trust that retail
2. ANOVA between
mall keeping best interest of customer in
technological factors and
mind. They have positive relation as the
ECDRM is trust worthy.
ANOVA is 3.960. The significant level is
Ho: Technological factors
0.004, which is less than o.o5, so that
do not have a significant impact
ANOVA is statistically significant. So
that ECDRM is trust worthy.
that we reject null hypothesis Ho, and
H1: Technological factors
accept alternate hypothesis H1 that is
do have a significant impact that
Special cost benefit does impact trust that
ECDRM is trust worthy.
ANOVA
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……………………………………………………………………………………………………………………
Between Groups 20.790 4 5.198 11.279 .000

Total 156.733 299
As per table 2 of ANOVA show that 3. ANOVA between
technological factors of ECDRM have a promotional factors and
direct relation with that the ECDRM is buying from ECDRM is
trust worthy. They have positive relation profitable.
as the ANOVA is 11.297. The significant Ho: Promotional factors
level is 0.000, which is less than 0.05, so do not have a significant impact
that ANOVA is statistically significant. buying from ECDRM is
So that we reject null hypothesis Ho, and profitable.
accept alternate hypothesis H1 that is H1: Promotional factors
Technological factors do have a do have a significant impact
significant impact that ECDRM is trust buying from ECDRM is
worthy. profitable.
ANOVA
Between Groups 15.735 7 2.248 2.326 .025
Total 297.987 299
As per table 3 of ANOVA show that hypothesis H1 that is Promotional factors
promotional factors of ECDRM have a do have a significant impact buying from
direct relation with that buying from ECDRM is profitable.
ECDRM is profitable. They have positive
4. ANOVA between social-
relation as the ANOVA is 2.248. The
culture factors and buying
significant level is 0.025, which is less
from ECDRM is trustworthy.
than 0.05, so that ANOVA is statistically
Ho: Social-culture factors
significant. So that we reject null
do not have a significant impact
hypothesis Ho, and accept alternate
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……………………………………………………………………………………………………………………
buying from ECDRM is buying from ECDRM is

trustworthy. trustworthy.
H1: Social-culture factors
not have a significant impact
ANOVA
Table : 4 Sum of Squares Df Mean Square F Sig.
Between Groups 36.047 9 4.005 3.805 .000
Within Groups 305.233 290 1.053
Total 341.280 299
As per table 4 of ANOVA show that 5. ANOVA between trust
social-culture factors of customer have a factors and friend and family
direct relation with that buying from member involve in buying.
ECDRM trustworthy. They have positive Ho: Trust factors toward
relation as the ANOVA is 3.805. The ECDRM do not have a significant
significant level is 0.000, which is less impact that friend and family
than 0.05, so that ANOVA is statistically member involve in buying from
significant. So that we reject null ECDRM.
hypothesis Ho, and accept alternate H1: Trust factors toward
hypothesis H1 that is Social-culture ECDRM do have a significant
factors not have a significant impact impact that friend and family
buying from ECDRM is trustworthy. member involve in buying from
ECDRM.
ANOVA
Between Groups 25.241 11 2.295 2.242 .013
Within Groups 294.759 288 1.023
Total 320.000 299
As per table 5 of ANOVA show that friend and family member involve in
Trust factors toward ECDRM of buying. They have positive relation as
customer have a direct relation with that the ANOVA is 2.242. The significant
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……………………………………………………………………………………………………………………
level is 0.013, which is less than 0.05, so 6. ANOVA between Satisfaction

that ANOVA is statistically significant. with retail mall and trust
So that we reject null hypothesis Ho, and toward retail mall.
accept alternate hypothesis H1 that is Ho: Satisfaction with
Social Trust factors toward ECDRM do retail mall does not have
have a significant impact that friend and significant impact of trust toward
family member involve in buying from retail mall.
ECDRM. H1: Satisfaction with
retail mall does have significant
impact of trust toward retail mall.
ANOVA
Between Groups 32.716 4 8.179 7.930 .000
Within Groups 304.254 295 1.031
Total 336.970 299
The different product that
As per table 6 of ANOVA show that consumer purchase from retail mall does
satisfaction toward ECDRM has a direct not influence by different demographical
relation with that trust toward retail mall. factor like age, occupation, education,
They have positive relation as the income, family structure of the people.
ANOVA is 2.242. The significant level is Buying particular brand of the
7.930, which is less than 0.000, so that product is influence by the income; mean
ANOVA is statistically significant. So those have a higher income they prefer to
that we reject null hypothesis Ho, and particular brand to purchase the product
accept alternate hypothesis H1 that is from the retail mall.
Satisfaction with retail mall does have
Sales scheme of the electronic consume
significant impact of trust toward retail
durable retail mall increase customer
mall.
satisfaction toward retail mall services;
Findings of the Study mean that higher sale scheme increase
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……………………………………………………………………………………………………………………
satisfaction of customer toward retail this types of extra services create trust
services. toward retail mall.
Education and age of the people Layout and arrangement of the
who purchase the electronic consumer retail mall is an advertisement tool for
durable product from the retail mall does electronic retail mall and that help
not influence the satisfaction toward customer in purchasing product from the
retail mall layout and arrangement; mean retail mall.
that layout and arrangement satisfaction Family, friend cultural and
will not change according to change in religious aspect greatly impact on the
age and education. way in which individual purchase or
Retail mall provide brand variety adopt innovative and new product from
and assortment for the consumer that electronic consumer durable retail mall.
have a positive relation with buying from Promises and commitment is
the retail mall is profitable; meant that given by retail mall is increase customer
retail mall provide variety and assortment satisfaction level toward retail mall
that increase profitability of the services; mean how far the retail mall
customer. able to promise and commitment is
Higher piece of good mean higher directly lead to the customer satisfaction
quality product has direct positive toward retail mall services.
relation with the people prefer power Retail mall provide variety and
saving product and feature and assortment to the customer that increase
technology of the product influence the trust of the customer that they keep
consumer preference; mean that customer best interest of the customer in the mind.
believe that higher price mean the Income of the customer greatly
product in power saving and has good impact on that the individual purchase
feature and technology. product from the retail mall in exchange
Warrantee and guarantee provide offer; mean that different income level of
by retail mall increase customer toward the customer affect on way in which
retail mall service satisfaction, as well
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……………………………………………………………………………………………………………………
people purchase product from the retail promises and commitment are
mall. considerable for the customer for a trust,
Purchasing from the retail mall on so that retail mall should give warrantee
credit has direct relation with that and guarantee to attract the customer and
purchasing from the retail mall is to fulfill the customer requirement.
profitable; mean that people believe that Electronic consumer durable
credit facility of the retail mall is product is more competitive for retail
profitable for the customer. because generally customer purchasing
There is positive relation with product from regular unorganized shop,
special sale scheme and the layout and so that they have to make a special sale
arrangement of the electronic consumer scheme that increase customer saving
durable retail mall; mean people believe and looking profitable for them.
that the retail mall layout and To make success of the retail mall
arrangement reflect the special sale the manager should have to looking to
scheme. make the customer loyal that plead
positive word of mouth for the store and
Recommendation create image in the mind of the customer.
Customer more looking on the Advertisement of the store is very
facility provide by retail mall to them much important and w found that the
like credit facility, providing brand layout and arrangement of the product in
varieties, giving exchange offer, the retail mall is best advertisement
providing technological product and source for them to sale the product, but
giving special cost benefit more attract they also have to concentrate to attract
customer toward retail mall in purchasing customer toward retail mall by other
product, so that keep it best that give advertisement like outdoor publication is
customer more satisfaction and make best sources to give know about the
them loyal toward retail mall purchasing. ECDRM.
Customer looking for services The customers are becoming king
like warrantee and guarantee and as they have a whole lot of choices. So
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……………………………………………………………………………………………………………………
the companies should try to be cost quality are going to the successful one.
effective and pass on the saved amount to Prom-optional activities are also going to
the customer. play an important role that should to be
Retail mall employees are still the for consumers.
place to buy electronic consumer durable So that it important to understand
product. So they should focus on the factor that influence customer in
employees also who is also helping purchasing consumer durable product
customer in purchasing product. from the retail mall.
The retail mall should try to
launch new products after through Limitation
research of the consumers as they are Survey is conducted by
becoming more dynamic day by day. considering the time constraint. Sample
size during this time may not be
Conclusion adequate. It is difficult to be precise
The retail industry is going to be about the most appropriate sample size
more competitive in the near future. The for conducting such research. However,
profit margins are going down over the we expect follow-up studies to expand
year on year. And will be continuing the the sample range so that the relevant
pattern for the few years more also research might be more representative.
because it is in growth stage in it life Due to subjectivity and beliefs of
calycle in India. So the main mantra for consumers, some answers of the
the companies to be successful is to questionnaire may differ from the reality.
satisfy the consumers and develop brand On the other hand, the topic
image and brand loyalty amongst them. discussed in this study is still developing
So it has become very necessary for the at present, it is hoped to be continually
consumers to understand the Indian explored with the addition of other
consumers very well. So in the future the external as well as internal factors
retailers who come up with new products affecting consumer preference toward
at competitive prices and with good consumer durable in retail mall.
www.elkjournals.com
……………………………………………………………………………………………………………………
Therefore, we hope that succeeding [4] B.B Goyal, MeghnaAggarwal

Jr.(2009), “study on organized
studies can adopt a wider range of
retailing market in India”,
constructs to make the whole study share Conference research paper, India.
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the consumer decision about purchasing [6] Jay Kandampully.(2001), “ service
quality to service loyality”, McGraw-
product. From a marketing perspective, Hill International (UK) Ltd. All rights
consumers in fact treat high-involvement reserved.
and low-involvement products with [7] DebapratimPurkayastha and Rajin

different behavioral models. The Fernando "In novative marketing
strategies of handmade cosemeties",
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of consumer for retail shopping as well. management case studies, May 2007.
Thus, we propose that much research is [8] Indu P, and Vivek Gupta, "Marketing
strategies of Harley Devidsm," Cse
needed to discover the effects of different
Folio, The IcfaiJurnal of management
product characteristics on customer retail case studies, sep. 2007.
shopping. [9] DebapartimPurkeayastha, "Realities
of emerging markets," case folio, The
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www.elkjournals.com
……………………………………………………………………………………………………………………
Annexure
Questionnaire
As per my curriculum of MBA (Marketing) from CPIMR, Ahmedabad, I have undertaken a grand project
for knowing factors affecting decision making regarding electronics consumer durable. To know your views
regarding your buying decision, please spend your valuable time for responding to the following questions:
1) Which product do you have purchased within last six month?
A/C TV
Home Theater Refrigerator
Specific Cost Benefit:

2) Do you think buying from organized retail store is profitable?
Strongly Agree 1 2 3 4 5 Strongly Disagree
3) Do you think retail mall sales scheme is increase you’re saving?

Agree 1 2 3 4 5 disagree
4) Do you think higher price of good means higher quality of product?

Technological Factors:
5) Do you consider power saving product to purchase first?
6) How feature and technology of the product influence your preference?

Strongly influence 1 2 3 4 5 strongly not influence
7) How influence warrantee or guarantee in your buying decision?

Strongly Consider 1 2 3 4 5 strongly not consider
Promotional Factors:
8) How far the advertisements help to purchase the product?
Helpful 1 2 3 4 5 Unhelpful
9) Do you buy a product from retail mall on credit?
Yes No
10) Do you have bought anything in exchange offer?
Yes No
11) Do you purchase during any special sales scheme from organized retail?
Yes No
Social-Culture Factors:
12) How friend and family member involve in your buying?
Involve 1 2 3 4 5 Not involve
13) How far cultural and religious aspect influence your buying decision
Influence 1 2 3 4 5 Not Influence
14) Do you purchase innovative or new product?
Trust Factors:
15) I trust this retail mall because they keep my best interest in mind?
16) This retail mall is that keeps promises and commitments.
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……………………………………………………………………………………………………………………

17) This types of electronics consumer durable retail mall is trustworthy.
Satisfaction with retail mall:

18) Do you prefer any particular brand to blue from retail mall?
19) I am satisfied with the retail mall services.
20) You are satisfied with the layout and arrangement of retail mall.
21) Retail mall provide brand variety and assortment.
Personal Details:
Name: __________________________________________________________________
Age: 18-25 25-35 35-45 45 & Above
Occupation: Job Business Others
Education: Undergraduate Graduation Post graduation
Income: up to 10,000 10,000 to 25,000 25,000 and above
Family structure: Individual Joint Family Nuclear Family

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ELK ASIA PACIFIC JOURNAL OF MARKETING AND RETAIL MANAGEMENT

A STUDY ON CONSUMER PREFERENCE TOWARDS PURCHASE OF ELECTRONIC

Dr. Ritesh K. Patel

microwaves or consumer electronics such

exhibited impressive growth despite There is growing interest for new

conditioner and home appliances surged J. Clement Sudhahar,

main theoretical viewpoints and seeks inadequate power supply, access to

while purchasing. Majority of the strong presence in other 'emerging

relationships with the company's Promotional offers were undertaken by

In the case published in case is an investment of the future which

found that market expansion strategies up to marketing of electronic product

models, and upgrading of existing computer, whereas this study covers

which includes T.V., DVD, Music attention should be placed an

that capitalize on the advantages and Rizwana Ahmed (1992)In her

process and buyer's response in regard to 1. What Demographical Factors

Ho: There is no significant H1: There is significant impact

Table : 2 Value Df Asymp. Sig. (2-sided)

null hypothesis Ho, that there are no purchasing different product of

PRODUCT CAT. Q1 * OCCUPATION Cross tabulation

As the table 2 of Cross tabulation

PRODUCT CAT. Q1 * EDUCATION Cross tabulation

N of Valid Cases 300

As the table 3 of Cross tabulation

PRODUCT CAT. Q1 * INCOME Cross tabulation

PRODUCT CAT. Q1 * INCOME Cross tabulation

The table 4 of Chi-Square Tests As the table 4 of Cross tabulation

to purchase from ECDRM than other Structure on purchasing different

PRODUCT CAT. Q1 * FAMILY STRU. Cross tabulation

Table : 5 FAMILY STRU.

Value Df Asymp. Sig. (2-sided)

SAT.RM Q18 * INCOME Cross tabulation

Asymp. Sig. (2-

Table : 7 Value Df Asymp. Sig. (2-sided)

SAT.RM Q20 * AGE Cross tabulation

Ho: Education of the H1: Education of the

SAT.RM Q20 * EDUCATION Cross tabulation

SAT.RM Q21 * SCB Q2 Cross tabulation

SCB Q4 * TEC.F Q5 Cross tabulation

Value Df Asymp. Sig. (2-sided)

and agree respectively on that Higher

H1: Higher price of good means product influence consumer preference

SCB Q4 * TEC.F Q6 Cross tabulation

response on strongly agree and agree Ho: Warrantee or

SAT.RM Q19 * TEC.F Q7 Cross tabulation

As per the table 13 of cross purchasing and layout and

tabulation we see that 49 and 156 people arrangement of ECDRM.

response on the strongly agree and agree Ho: Advertisements help

people response on strongly agree and of the retail mall.

agree respectively in that the warrantee H1: Advertisements help

or guarantee of the product. We find the to purchase the product does

SAT.RM Q20 * PRO.F Q8 Cross tabulation

Likelihood Ratio 32.815 16 .008

SCF Q14 * SCF Q12 Cross tabulation

Value Df Asymp. Sig. (2-sided)

response on the strongly agree and agree

innovative or new product from H1: Cultural and religious

SCF Q14 * SCF Q13 Cross tabulation

religious aspects influence in purchasing, 17. Chi-square between

TRU.F Q17 * TEC.F Q7 Cross tabulation

SAT.RM Q19 * TRU.F Q16 Cross tabulation

TRU.F Q15 * SAT.RM Q21 Cross tabulation

S.Agree Agree Nutral Disagree S.Disagree

20. Chi-square between income they purchase product in