ELK ASIA PACIFIC JOURNAL OF MARKETING AND … STUDY ON CONS… · microwaves or consumer...

ELK ASIA PACIFIC JOURNAL OF MARKETING AND RETAIL MANAGEMENT

ISSN 0976-7193 (Print) ISSN 2349-2317 (Online) Volume 4 Issue 3, July (2013)

www.elkjournals.com ……………………………………………………………………………………………………………………

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

a)

b)

Keywords: Electronic Retailing, Consumer Preference, Consumer Behaviour, Purchase Behaviour, White

Goods Retailing, organized retailing, etc.

Introduction:

Durable goods are those which

don’t wear out quickly, yielding utility

over time rather than at once. Examples

of consumer durable goods include

electronic equipment, home furnishings

and fixtures, photographic equipment,

leisure equipment and kitchen

appliances. They can be further classified

as either white goods, such as

refrigerators, washing machines and air

conditioners or brown goods such as

blenders, cooking ranges and

microwaves or consumer electronics such

as televisions and DVD players. Such

big-ticket items typically continue to be

serviceable for three years at least and

are characterized by long inter-purchase

times.

Performance

In the past 10 years, the global

market has witnessed a surge in demand

as economies such as Brazil, Mexico,

India and China have opened up. The

consumer durables industry has always

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

through personal interviews and telephonic interviews on consumers who had purchased electronic

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.




exhibited impressive growth despite

strong competition and constant price

cutting, and the first contraction since the

2001 dot-com bust has been due to the

global recession. Given the strong

correlation between demand for durables

(both new and replacements) and income,

the industry naturally suffered during the

2008-2009 period. However, projections

for current year going forward are very

optimistic, as consumers resume

spending, and producers launch new

enticing variants to grab new customers.

Leading players include Sony

Corporation, Toshiba Corporation,

Whirlpool Corporation and Panasonic

Corporation.

Developing countries such as

India and China have largely been

shielded from the backlash of the

recession, as consumers continued to buy

basic appliances. In fact, China has been

ranked the second-biggest market in the

world for consumer electronics. Despite

the recession, their strong domestic

economy and growing high-income

population have buoyed demand leading

to aggressive market growth.

There is growing interest for new

age products such as LCD-TVs and DVD

players. Meanwhile, the penetration of

the basic, largest dollar items such as

ovens, washing machines and

refrigerators is also increasing. India too,

has witnessed a similar phenomenon,

with the urban consumer durables market

growing at almost 10 %p.a., and the rural

durables market growing at 25% p.a.

Some high-growth categories within this

segment include mobile phones, TVs and

music systems.

The Indian consumer durables

industry has witnessed a considerable

change in the past couple of years.

Changing lifestyle, higher disposable

income coupled with greater affordability

and a surge in advertising has been

instrumental in bringing about a sea

change in the consumer behavior pattern.

Apart from steady income gains,

consumer financing and hire-purchase

schemes have become a major driver in

the consumer durables industry.

In the case of more expensive

consumer goods, such as refrigerators,

washing machines, color televisions and

personal computers, retailers are joining




forces with banks and finance companies

to market their goods more aggressively.

In addition, change in policy, such as the

WTO FTA in 2005 resulted in zero

customs duty on imports of all telecom

equipment, thereby improving the pricing

and affordability of imported goods.

Challenges

The biggest threats to the local

industry going forward are supply-related

issues pertaining to distribution and

infrastructure, as well as demand issues

due to competition from imported goods.

The lack of well-developed distribution

networks makes it especially challenging

to penetrate the fastest growing rural

areas economically. In addition, regular

power cuts and poor road linkages make

systematic production, assembly and

delivery problematic.

On the demand side, customers

have increasing choice from both

domestically produced and imported

goods, with similar features. This

homogeneity makes it difficult for

players to remain ahead of the

competition.

MNCs hold an edge over their

Indian counterparts in terms of superior

technology combined with a steady flow

of capital, while domestic companies

compete on the basis of their well-

acknowledged brands, an extensive

distribution network and an insight in

local market conditions. The largest

MNCs incorporated in India are

Whirlpool India, LG India, Samsung

India and Sony India and home grown

brands are Videocon, Godrej Industries

and IFB.

Future Prospects

Overall, the industry’s future

remains robust, and interested applicants

will benefit from a holistic learning

experience; Many of the research, sales,

marketing and advertising related roles

will necessitate a good on-the-job

learning of target audiences, who may

well be a totally new segment, based in

never-before visited Class II and III

towns. In addition, those with technical

backgrounds will be able to leverage

their knowledge and experience to

constantly develop and innovate the

product variants. With more MNCs




growing their Indian businesses, there is

great potential to also learn best-in-class

systems and management skills.

Literature Review

According to a McKinsey Global

Institute (MGI) study titled 'Bird of

Gold': The Rise of India's Consumer

Market, the total consumption in India is

likely to quadruple making India the fifth

largest consumer market by 2025. Urban

India will account for nearly 68 per cent

of consumption growth while rural

consumption will grow by 32 per cent by

2025.

India ranks first in the Nielsen

Global Consumer Confidence survey

released in October 2010. “India is one of

the fastest growing markets in the world

and the current consumer belief that

recession would soon be a thing of the

past has filled Indians with confidence,”

said Piyush Mathur, Managing Director,

South Asia, The Nielsen Co. With 129

index points, India ranked number one in

the recent round of the survey, followed

by Thailand (117) and Australia (115).

According to recent reports, the

Indian consumer sector is attracting more

interest from both private equity (PE) and

mergers and acquisitions (M&A).

“This heightened level of PE

interest is evidenced by three PE deals

which have happened in the consumer

space in quick succession in the last few

months — Henderson Equity Partners'

investment in Genesis Colors, IL&FS'

private equity investment in The Mobile

Store and investment by Bain Capital &

TPG Growth in Lilliput Kidswear,” said

Ajay Arora, Partner, Transaction

Advisory Services, Ernst & Young.

Consumer Durables

The Consumer durables recorded

a growth of 31 per cent in October 2010.

According to the Consumer Electronics

and Appliances Manufacturers

Association (CEAMA), the consumer

durables and electronics sector has

registered a 12-13 per cent growth in

2010. According to the industry body, the

total size of consumer durables and

electronics sector is around US$ 7.85

billion. The sales of display category

products such as Flat Panel Displays --

LCDs, PDPs rose phenomenally by 45

per cent this year, while the sales of air




conditioner and home appliances surged

by nearly 12 per cent and 23 per cent

respectively.

The Indian consumer electronic

industry represents immense growth

potential for years to come. The industry

is expected to grow at a CAGR of nearly

19 per cent during 2010-2013 to US$ 9.5

billion, according to a research report

“Global Consumer Electronics Market

Forecast to 2013”, by RNCOS.

Rajesh Rajaguru and Margaret

J Matanda state about consumer

perception of store and product attributes

and its effect on customer loyalty within

the Indian retail sector. Store attributes

are assessed in the dimensions of store

appearance, service quality and

convenience of store. Product attributes

dimensions investigated include product

quality, price and availability of new

products. In this study, customer loyalty

is considered as repeated purchasing

behaviour of consumer towards a store.

The results suggest that except product

price, other store and product attributes

have positive effects on customer loyalty.

J. Clement Sudhahar,

Duraipandian Israel, A. Prabhu Britto

and M. Selvam presented Service

Loyalty Measurement Scale: A

Reliability Assessment. This research

article demonstrates the application of

confirmatory factor analysis (CFA) in the

scale development process of measuring

the construct service loyalty

(SERVLOYAL). The conceptualization

of SERVLOYAL is presented, the

dimensions forming the SERVLOYAL

construct are figured out. The nitty-gritty

of CFA is discussed.

Maive Suuroja (2003) states

about service quality. Conceptualization

& service quality perception have been

the most debated and controversial topics

in the services marketing literature to

date. This paper analyzes the main

debates about how to conceptualize

service quality about the nature of

perceived service quality (perception of

performance vs. disconfirmation) and the

formation of service quality (single

construct vs. aggregation of several

dimensions). The paper explores the




main theoretical viewpoints and seeks

supportive empirical evidences.

B.B Goyal, Meghna Aggarwal

Jr. (2009) presented empirical study on

organized retailing market in India.

Retail sector and its environment have

experienced radical changes in the last

decade. Most of the challenges are due to

changing demographic, social, politic,

business climate, and changes in the

retail sector including the addition of

Wall Mart, Carrefour, K-Mart, etc. This

paper examines the relative importance

of the various products purchased at

organized retail outlets and the choice of

format, the consumer has when

purchasing a product. The paper also

discusses the expected development of

organized retail in the future, focusing on

aspects with potential effects on

consumer purchasing behavior.

Mohammad Amin (2008)

presented Retailing in India: Assessing

the Investment Climate the paper

attempts to highlight the main problems

confronting the retail sector in 41 large

cities of India. The analysis reveals that

inadequate power supply, access to

finance and corruption are the three most

severe problems. He has also shown that

while labor laws are not too important an

obstacle, they are beginning to make

their presence felt. Competition in the

sector is also low by international

comparisons and pro-competitive

reforms could hold the key for a

significant improvement in retailing

efficiency in the country. Lastly, he finds

little evidence of a negative effect of

large on small retailer.

Marketing strategy

Dr. S. Sarvana (2010) In his

article in Indian Journal of marketing

entitled "A study an consumer behavior

of woman with special reference to

durable goods in coimbatore city- Tamil

Nadu", found that education plays a

keyrole in shopping behavior and higher

income group respondents shop as and

when they like; In majority women plays

a major role in purchase decision and

they prefer to prepare an item list before

purchasing. Family influences the

consumer’s behavior to a greater extent




while purchasing. Majority of the

respondents prefer to purchase products

from departmental store rather than any

other shop. Most of the people

recommend the product purchased by

them to others. People give preference to

product quality. Most of them satisfied

with the factors such as price, quality,

and availability of service and design of

durable goods. In the present study we

are internal to know wither people in

Allahabad City as satisfied with the

price, quality, availability, service and

design of electronic goods.

Delsapratim Purkayastha (Sep.

2009) In his study published in case folio

the Icfai Journal of management case

studies entitled, "Realities of emerging

markets : Some lessons from uni lever's

strategy for lifebuoy & Sunsilk in India"

The case focuses on HUL'S strategy for

growing two mature brands with mass

appeal Life buoy and Sunsilk by

targeting new segments in innovative

ways. With India being waived as a test

market for emerging markets strategies

analysts felt that the learning from these

initiatives would help unilever develop a

strong presence in other 'emerging

markets strategies as well. The case tries

to dispel the myth that emerging markets

are only about devising strategies to

target the huge BOP segment Analysts

are of the opinion that HUL'S success in

India was due to its ability to cater to all

segments by adapting products, prices

and promotion to each of them.

Indu P and Vivek Gupta (Sep.

2007) In their case study published in

case folio the Icfai journal of

management case studies entitled

"Marketing strategies of Harley

Davidson" had viewer that the marketing

strategies of the usbased motorcycle

manufacturer Harley Davidson Motor

Company (H-D) uses the marketing mix

element including product, price,

distribution and promotion strategies of

the company. Notwithstanding the

success of H-D'S marketing strategies,

some critics were of the opinion that the

H-D was not focusing on its core

competency i.e. motorcycle and is

diluting its brand. The company has a

long way to go in maintaining good




relationships with the company's

customers.

Debapratim Purkayastha and

Rajiv Fernando (May. 2007) In case

study published in case folio the Icfai

Journal of management case studies

entitled "Innovative marketing strategies

of Lush fresh handmade cosmetics",

found that the absence of a regular

marketing department might prove

counterproductive for the company. With

the competition in the ethical cosmetics

market expected to increase some experts

also felt that lush, which had thus for

remained an independent, The company

did not have a traditional marketing

department and retied more an

unconventional products, wacky product

naves in store advertising, word of month

advocacy and public relation.

In the case published in case

folio entitled "Market expansion

strategies of Maruti Udyog", it was

found that market expansion strategies

was based on the introduction of new

models, and upgrading of existing

models in response to market demand.

Promotional offers were undertaken by

NUL in its quest for market dominance

the company was able to would itself

according to the market requirements by

entering new domains and reaching out

to potential customers through its 'True

Value' and other promotional offers.

Bansh Hari (2002) In his thesis

entitled "Marketing of electronic

products in India with special reference

to computer and television industries",

that electronic product is looked upon by

most people almost as a natural

phenomenon beyond people's control

many people have accepted marketing of

electronic products as their career and

electronic products have greater effect an

society. Attitude of people towards

marketing is positive and marketing of

electronic products powerful enough to

promote consumers cultures & value. It

is an investment of the future which

manufactures expect will pay off many

times more. The study is restricted only

up to marketing of electronic product

which exclusively are T.V. and

computer, whereas this study covers

electronic goods in entertainment sector




which includes T.V., DVD, Music

System, Play Station etc. It concentrates

on the marketing strategy adopted by the

companies.

Greg Laird and Robert R.

Harman (1997) In their research paper

entitled, "Linking marketing strategy to

customer value: Implication for

technology marketers", had presented a

model that identifies the factors that drive

customer perceptions of value and

describes linkages with marketing

strategy. The paper argues that a

thorough understanding of customer

value drivers can increase the

effectiveness of marketing strategy.

Improved customer intimacy is the major

pay off. The value driver analysis can

provide critical insights for product and

service development and operational

efficiency the paper proposes a model for

linking marketing strategy to the

customer's perceptions of value. It

suggests that a deep knowledge of

customer value can improve the

processes that create and deliver that

value. Anticipating changes in customer

value is critical to the success. Additional

attention should be placed an

understanding the impact of the buying

situation several.

Consumer behaviour

Judith chevalier and Sustan

Goolsbec (Nov. 2009) In their article in

the quarterly journal of economics "All

durable goods consumers forward-

looking?", mentioned that the consumers

think about the future when the make

durable goods purchase and look very

much like the forward looking rational

expectation consumer of the neoclassical

model. This is apparent in the purchase

behavior of the students and in the

pricing behavior of sellers. People are

willing to pay less or are less willing to

buy products for which the projected

future life is short.

Martin R Lautnan and

Koenpouwels (Sep. 2009) In their article

given in Journal of advertising research

entitled "Metrics that matter: Identifying

the importance of consumer wants and

needs", suggested that there is a need for

the development of data fusion models




that capitalize on the advantages and

disadvantages of various important

assessment methodologies, multistage

models reflecting hierarchical consumer

decision making and competitive set

formation would see to have potential

value.

Vinod Kumar (1993) In his

thesis on "A study of impact of

consumerism and marketing practices",

found that business competitions

resulting in intense sales promotion and

marketing efforts tend to shake the

confidence of consumers. There is a

decline in the quality standards of

products because of lowering of prices

either to meet competition or the poor

purchasing power of the consumer

increases in the market imperfection

which lead to an information gap

between the manufacturers/ traders and

the consumers because of impersonalized

selling. There is an increase in the

number of goods and services in the

economy of which the consumer has no

previous experience resulting in error in

his decision making.

Rizwana Ahmed (1992)In her

thesis entitled "Consumer buying

decision for consumer durable goods"

opined that, the durable goods are

generally purchased in recognition of a

need that has to be fulfilled of the durable

goods, those that fall in category of what

we term as 'gadgets' or appliances are

generally purchased for they offer come

convenience by way of reducing labor or

time or effort involved in a process such

as a food processor, microwave cooking

oven or refrigerator, washing machine

etc. She of the new that the consumers

are more reluctant to admit the intangible

appeals of the durable goods especially

those pertain to their status or social

standing but more admit that the practice

aspects of the products attracted them to

purchase it. The consumer behavior is

always subject to change and a host of

factors influence the purchase decision of

consumer for durable goods. The study

looks into the internal determinate of

consumer behavior such as need, motive

perception attitudes, learning &

personality whereas the present scare

investigated into the environment factors,

a buyers characteristics their decision




process and buyer's response in regard to

the marketing strategy adopted by the

electronic companies.

Problem Definition

Consumers frequently change

their shopping behavior. This is a major

issue for company to predict their future

and profitability. But main point is that

why consumer change their choices

frequently, and why they purchase some

product and why not other one. So that

my problem statement is that,

Management Decision Problem

Should a retail mall keep all

electronics consumer durable

product?

Marketing Research problem

1) Broad Statement of the

problem

To determine consumers

prefer some specific brand in

electronics consumer durable

product to purchase from retail

mall?

2) Specific Components of the

problem

1. What Demographical Factors

will operate?

2. Which Specific Cost Benefit

will affect preferences?

3. How far Technological

Factors influence preference

of consumer?

4. Which Promotional Factors

are attracting the customer?

5. Any Social-Culture Factors will

affect the consumer behavior?

6. How much Trust Factors

influence to purchase from retail

mall?

7. How is the customer Satisfaction

with retail mall?

Analysis and Interpretation

The analysis of the data is done by

using different tests like Chi-square

analysis, and discussed in the upcoming

parts. The results got through these tests

are then interpreted accordingly and final

outcome has been achieved.

Chi-square Analysis

1. Chi-square between Different

products of electronic consumer

durable to age.




Ho: There is no significant

impact age on purchasing different

product of electronic consumer retail

mall.

H1: There is significant impact

age purchasing different product of

electronic consumer retail mall.

PRODUCT CAT. Q1 * AGE Cross tabulation

Table 1 AGE

Tota

l

18-

25

26-

35

36-

45

46 TO

Above

PRODUCT CAT.

Q1

A/C 19 15 13 22 69

TV 22 28 26 12 88

HOME

THEATER 22 21 20 15 78

REFRIGERATOR 13 22 21 9 65

Total 76 86 80 58 300

Chi-Square Tests

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

Pearson Chi-Square 14.047a 9 .121

Likelihood Ratio 13.634 9 .136

Linear-by-Linear Association .475 1 .491

N of Valid Cases 300

Chi-Square Tests






The table 1of Chi-Square Tests

shows that different products of

electronic consumer retail mall have a

negative relation with the age as the Chi-

square is 14.047. The significance level

of 0.121indicates that this Chi-square is

statistically no significant. So that we

reject alternate hypothesis H1, and accept




null hypothesis Ho, that there are no

significant impact age on purchasing

different product of electronic consumer

retail mall.

As the table 1of Cross tabulation shows

that there is no any direct relation with

the particular product purchase from

electronic consumer durable in different

age group. As per the table all the

different age groups (18-25, 26-35, 36-

45, 46-Above) have purchase different

products (A/C, T.V., Home Theater, and

Refrigerator) from retail mall, so that

there is no difference in choice to

purchase product from CDRM.



durable to occupation.

Ho: There is no

significant impact occupation on

purchasing different product of


H1: There is significant

impact occupation on purchasing

different product of electronic

consumer retail mall.

The table 2 of Chi-Square Tests



negative relation with the occupation as

the Chi-square is 8.27. The significance

level of 0.219indicates that this Chi-

square is statistically no significant. So

that we reject alternate hypothesis H1,

and accept null hypothesis Ho, that there

are no significant impact occupation on

purchasing different product of electronic


PRODUCT CAT. Q1 * OCCUPATION Cross tabulation

Table : 2 OCCUPATION

Total Job Business Others

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




As the table 2 of Cross tabulation

shows that there is no any direct relation

with the particular product purchase from


occupation group. As per the table all the

different occupation groups (Job,

Business and others) have purchase

different products (A/C, T.V., Home

Theater, and Refrigerator) in which the

occupation in job and business people

more prefer to purchase product from

ECDRM than in other occupation.



durable to education.

Ho: There is no

significant impact education on




impact education on purchasing



PRODUCT CAT. Q1 * EDUCATION Cross tabulation

Table : 3 EDUCATION

Total Undergraduate Graduate Postgraduate

PRODUCT

CAT. Q1

A/C 25 25 19 69

TV 30 37 21 88

HOME

THEATER 27 32 19 78


Total 112 119 69 300

The table 3 of Chi-Square Tests shows

that different products of electronic

consumer retail mall have

a negative relation with the education as

the Chi-square is 4.517. The significance

level of 0.607 indicates that this Chi-




are no significant impact education on






Chi-Square Tests

Table : 3

Value Df Asymp. Sig. (2-sided)



Linear-by-Linear Association 2.433 1 .119






education group. As per the table all the

different education groups (U.graduate,

Graduate, Post Graduate) have purchase

different products (A/C, T.V., Home

Theater, and Refrigerator) in which all

the level of education equally prefer to

visit ECDRM to purchase a different

products.




Ho: There is no

significant impact income on




impact income on purchasing



PRODUCT CAT. Q1 * INCOME Cross tabulation

Table :4 INCOME

Total

up to

10,000

10,001 to

25,000

25,001 and

Above

PRODUCT

CAT. Q1

A/C 11 28 30 69

TV 11 45 32 88

HOME

THEATER 16 32 30 78





PRODUCT CAT. Q1 * INCOME Cross tabulation

Table :4 INCOME

Total

up to

10,000

10,001 to

25,000

25,001 and

Above

PRODUCT

CAT. Q1

A/C 11 28 30 69

TV 11 45 32 88

HOME

THEATER 16 32 30 78


Total 49 143 108 300

Chi-Square Tests

Table :4 Value Df Asymp. Sig. (2-sided)








negative relation with the income as the

Chi-square is 8.453. The significance





are no significant impact income on








different education groups (Up to 10,000,

10,000 to 20,000, 20,000 and above)

have purchase different products (A/C,

T.V., Home Theater, and Refrigerator) in

which all the level of income people are

not equally prefer to visit ECDRM to

purchase a different products. As the

table up 10,000 income people less prefer




to purchase from ECDRM than other

income groups.




Ho: There is no

significant impact family

Structure on purchasing different

product of electronic consumer

retail mall.


impact family Structure on



PRODUCT CAT. Q1 * FAMILY STRU. Cross tabulation

Table : 5 FAMILY STRU.

Total

Individual

Joint

Family

Nuclear

Family

PRODUCT CAT.

Q1

A/C 22 29 18 69

TV 32 29 27 88

HOME

THEATER 36 18 24 78


Total 118 92 90 300

Chi-Square Tests

Table :5


Pearson Chi-Square 8.118

a 6 .230








that different products of electronic

consumer retail mall have a negative

relation with the family structure as the






are no significant impact family structure

on purchasing different product of







different education groups (Up to 10,000,

10,000 to 20,000, 20,000 and above)

have purchase different products

(Individual, joint family and nuclear

family) in which all the level of family

structure people are equally prefer to visit

ECDRM to purchase a different products.

As this can be see in the table 5.

6. Chi-square between Baying

particular brands of electronic

consumer durable to income.

Ho: Income of customer

does not influence buying

particular brand from ECDRM.

H1: Income of customer

does influence buying particular

brand from ECDRM.

SAT.RM Q18 * INCOME Cross tabulation

Table : 6 INCOME

Total up to

10,000

10,001

to25,000

25,001 and

Above

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




Value Df

Asymp. Sig. (2-

sided)






that different income of customer prefer

different brand from ECDRM, and they

have a positive relation with the income

as the Chi-square is 15.498. The

significance level of 0.05indicates that

this Chi-square is statistically significant.

So that we reject null hypothesis Ho, and

accept alternate hypothesis H1, Income

of customer does influence buying

particular brand from ECDRM.

As per the table of the cross

tabulation 43% people strongly agree or

agree about specific band prefer from the

ECDRM, while 15% people give a

neutral answer and 42% people give

response disagree or strongly disagree.

But from the table 4 found that the more

people have an income between 10000-

20000 and they give mix responses.

7. Chi-square between Sales

schemes of ECDRM to

customer satisfaction toward

retail mall services.

Ho: Sales scheme is

increase you’re saving does not

influence satisfaction with the

retail mall services in ECDRM.

H1: Sales scheme is

increase you’re saving does

influence satisfaction with the

retail mall services in ECDRM.

SAT.RM Q19 * SCB Q3 Cross tabulation

Table : 7 SCB Q3

Total S.Agree Agree Nutral Disagree S. Disagree

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




S.Disagree 0 0 1 1 1 3

Total 58 94 84 50 14 300

Chi-Square Tests







shows that different sales schemes

increase saving of customer that

influence satisfaction toward retail mall

services ECDRM, and they have a

positive relation with the income as the


level of 0.003 indicates that this Chi-

square is statistically significant. So that

we reject null hypothesis Ho, and accept

alternate hypothesis H1, Sales scheme is

increase you’re saving does influence

satisfaction with the retail mall services

in ECDRM.

As per the table 7 of cross

tabulation we can see that 49 and 156

people have mark on respectively

strongly agree and agree in the

satisfaction toward retail mall services

and 58 and 94 people mark on respective

strongly agree and agree in scheme

increase customer saving while 84 people

give neutral answer.

8. Chi-square between age of

customer and satisfaction

toward retail mall layout.

Ho: Age group of the

people does not influence

satisfaction with the retail mall

layout in ECDRM.

H1: Age group of the

people does influence satisfaction

with the retail mall layout in

ECDRM.




SAT.RM Q20 * AGE Cross tabulation

Table : 8 AGE

Total 18-25 26-35 36-45 46 TO Above

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







shows that different age group of

customer that does not influence

satisfaction toward retail mall services in

ECDRM, and they have a negative

relation with the age and layout of

ECDRM, as the Chi-square is 15.836.

The significance level of 0.119indicates

that this Chi-square is statistically not

significant. So that we reject alternative

hypothesis H1, and accept null

hypothesis H1, Age group of the people

does not influence satisfaction with the

retail mall layout in ECDRM.





satisfaction toward retail mall layout

services and the result is found that age is

not influence on the satisfaction of the

ECDRM’s layout.

9. Chi-square between

education of customer and

satisfaction toward retail mall

layout.




Ho: Education of the

people does not influence

satisfaction with the retail mall

layout in ECDRM.

H1: Education of the

people does influence satisfaction

with the retail mall layout in

ECDRM.

SAT.RM Q20 * EDUCATION Cross tabulation

Table : 9 EDUCATION

Total Undergrad. Graduate Postgrad.

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







shows that different education of

customer that does not influence

satisfaction toward retail mall layout in

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

significant. So that we reject alternative

hypothesis H1, and accept null

hypothesis H1, Education of the people

does not influence satisfaction with the

retail mall layout in ECDRM.





satisfaction toward retail mall layout




services and the result is found that age is

not influence on the satisfaction of the

ECDRM’s layout.

10. Chi-square between brand

variety and assortment of

ECDRM to the buying from

organized retail mall is

profitable.

Ho: Retail mall provide

brand variety and assortment does

not influence that buying from

retail mall is profitable in

ECDRM.

H1: Retail mall provide


influence that buying from retail

mall is profitable in ECDRM.

SAT.RM Q21 * SCB Q2 Cross tabulation

Table : 10 SCB Q2

Total S.Agree Agree Nutral Disagree S.Disagree

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







shows that different brand variety and

assortment of retail mall that influence

buying from organized retail store is

profitable for customer, and they have a

positive relation as the Chi-square is

37.547. The significance level of 0.002

and it is less than 0.05, so that it indicates






accept alternate hypothesis H1, Retail

mall provide brand variety and

assortment does influence that buying

from retail mall is profitable in ECDRM.


tabulation we see that 77 and 133 people

response on the strongly agree and agree

respectively on that the retail mall

provide brand variety and assortment,

while 108 and 122 people response on

strongly agree and agree respectively in

that the organized retail mall is

profitable.

11. Chi-square between higher

prices of good means higher

quality of product and buying

power saving product first in

ECDRM

Ho: Higher price of good

means higher quality of product

does not influence that buying

power saving product first in

ECDRM.

H1: Higher price of good

means higher quality of product

does influence that buying power

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





that different higher price of good means

higher quality of retail mall that influence

that power saving product first, and they

have a positive relation as the Chi-square

is 54.202. The significance level of 0.000




accept alternate hypothesis H1, Higher

price of good means higher quality of

product does influence that buying power

saving product first in ECDRM.


tabulation we see that 123 and 107

people response on the strongly agree

and agree respectively on that Higher


product, while 111 and 113 people

response on strongly agree and agree

respectively in that the influence that

power saving product first.

12. Chi-square between higher

prices of good means higher quality of

product and feature and technology of

the product influence consumer

preference ECDRM.

Ho: Higher price of good means

higher quality of product does not

influence that feature and technology of

the product influence consumer

preference ECDRM.

Chi-Square Tests

Table : 11



a 16 .000


Linear-by-Linear Association

1.534 1 .216





H1: Higher price of good means

higher quality of product does influence

that feature and technology of the

product influence consumer preference

ECDRM.

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







shows that different higher price of good

means higher quality of retail mall that

influence that technology and feature of

the product, and they have a positive

relation as the Chi-square is 37.166. The

significance level of 0.002 and it is less

than 0.05, so that it indicates this Chi-



alternate hypothesis H1, higher price of

good means higher quality of product

does influence that feature and

technology of the product influence

consumer preference ECDRM.


tabulation we see that 123 and 107

people response on the strongly agree

and agree respectively on that Higher


product, while 109 and 106 people




response on strongly agree and agree

respectively in that the feature and

technology of the product. We find the

result that both have a positive relation

each other and influence on result.


Warrantee or guarantee of

product and satisfaction with

retail mall services.

Ho: Warrantee or

guarantee of the product does not

influence satisfaction of customer

with retail mall services.

H1: Warrantee or

guarantee of the product does

influence satisfaction of customer


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







shows that warrantee or grantee that

provide by the ECDRM is influence on

the customer satisfaction with retail mall

services, and they have a positive relation

as the Chi-square is 43.327. The








alternate hypothesis H1, Warrantee or

guarantee of the product does influence

satisfaction of customer with retail mall

services.




respectively on that satisfaction with the

retail mall services, while 113 and 93

people response on strongly agree and

agree respectively in that the warrantee

or guarantee of the product. We find the

result that both have a positive relation

each other and influence on result that

warrantee or guarantee increase that lead

to higher retail mall services satisfaction.


advertisements helps to

purchasing and layout and

arrangement of ECDRM.

Ho: Advertisements help

to purchase the product does not

influence layout and arrangement

of the retail mall.

H1: Advertisements help

to purchase the product does

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










shows that advertisements help to

purchase the product influence on the

customer satisfaction with layout and

arrangement, and they have a positive






alternate hypothesis H1, Warrantee or

guarantee of the product does influence

satisfaction of customer with retail mall

services.




respectively on that satisfaction with the

retail mall layout and arrangement, while

66 and 75 people response on strongly

agree and agree respectively in that the

advertisement help to purchase the

product. We find the result that both have

a positive relation each other and

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

product from ECDRM.

Ho: Friend or family

member involve in buying does

not influence to purchase

innovative or new product.

H1: Friend or family

member involve in buying does



SCF Q14 * SCF Q12 Cross tabulation

Table:15 SCF Q12

Total S. Agree Agree Nutral Disagree S. Disagree

SCF Q14 S. Agree 20 41 9 3 2 75

Agree 43 49 45 12 2 151

Nutral 18 9 14 3 2 46




Disagree 7 2 7 6 1 23

S. Disagree 1 1 1 2 0 5

Total 89 102 76 26 7 300


that friend or family member involve in

purchasing product influence on the

innovative or new product, and they have

a positive relation as the Chi-square is





accept alternate hypothesis H1, Friend or

family member involve in buying does

not influence to purchase innovative or

new product.




respectively on that friend or family

member involve with the purchasing,

while 89 and 102 people response on

strongly agree and agree respectively in

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



religious and cultural aspect

involve in buying and purchase

Chi-Square Tests

Table : 15



a 16 .000







innovative or new product from

ECDRM.

Ho: Cultural and religious

aspects influence in buying does



H1: Cultural and religious

aspects influence in buying does

influence to purchase innovative

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







shows that Cultural and religious aspects

influence in buying product influence on

the innovative or new product, and they






accept alternate hypothesis H1, Cultural

and religious aspects influence in buying

does influence to purchase innovative or

new product.




respectively on that Cultural and




religious aspects influence in purchasing,

while 25, 54 and 85 people response on

strongly agree, agree and neutral

respectively in that the innovative or new

product. We find the result that both have

a positive relation each other and

influence on result that culture and

religious aspect greatly involve in the

purchasing innovative or new product.


warrantee and guarantee and

trustworthy in ECDRM.

Ho: Warrantee or

guarantee of the retail mall does

not influence retail mall

trustworthiness.

H1: Warrantee or

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

Q17

S.Agree 39 18 15 2 0 74

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




that retail mall provide to the customer in

buying product influence on the in

creating trustworthiness, and they have a






accept alternate hypothesis H1,

Warrantee or guarantee of the retail mall

does influence retail mall

trustworthiness.




respectively on retail mall

trustworthiness in purchasing from

ECDRM, while 113, 93 and 64 people

response on strongly agree, agree and

neutral respectively in that warrantee and

guarantee. We find the result that both

have a positive relation each other and

influence on result that warrantee and

guarantee influence in the retail mall

trustworthiness.


promises and commitments and

satisfaction with retail mall

service in ECDRM.

Ho: Promises and

commitment does not influence


services.

H1: Promises and

commitment does influence


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




Chi-Square Tests







Tests shows that the services that retail

mall provide to the customer in buying

product influence by promises and

commitments, and they have a positive






alternate hypothesis H1, Promises and

commitment does influence satisfaction





respectively on retail mall Promises and

commitment in purchasing from

ECDRM, while 38, 159 and 71 people

response on strongly agree, agree and

neutral respectively in that retail mall

services. We find the result that both

have a positive relation each other and

influence on result that promises and

commitment from retail mall create

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

interest of customer in

ECDRM.

Ho: Retail mall provide


not influence trust that come from

keeping best interest of consumer.

H1: Retail mall provide


influence trust that come from


TRU.F Q15 * SAT.RM Q21 Cross tabulation

Table : 19 SAT.RM Q21 Total




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







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

best interest of customer, they have a



and it is not less than 0.05, but we can

consider 10% of precession level for this

study, so that it indicates this Chi-square

is statistically significant. So that we

reject null hypothesis Ho, and accept

alternate hypothesis H1, Retail mall

provide brand variety and assortment

does influence trust that come from





respectively on retail mall provide brand

variety and assortment in purchasing

from ECDRM, while 31, 65 and 92

people response on strongly agree, agree

and neutral respectively in that retail mall

keep best interest of customer in mind .

We find the result that both have a

positive relation each other and influence

on result that retail mall providing larger

brand variety to the customer, they keep

best interest of customer in mind.




20. Chi-square between income

of consumer and the product

they purchase in exchange from

retail mall.

Ho: Income of the

consumer does not affect that

they purchase product in

exchange from ECDRM.

H1: Income of the

consumer does affect that they

purchase product in exchange

from ECDRM.

PRO.F Q10 * INCOME Cross tabulation

Table : 20 INCOME

Total up to 10,000 10,001 to25,000 25,001 & Above

PRO.F Q10 Yes 36 85 57 178

No 13 58 51 122

Total 49 143 108 300

Chi-Square Tests







Tests shows that the income of the

customer influences in buying product in

exchange from the retail mall, they have

a positive relation as the Chi-square is


and it is equal to 0.05, but we can

consider 10% of precession level for this

study, so that it indicates this Chi-square

is statistically significant. So that we

reject null hypothesis Ho, and accept

alternate hypothesis H1, income of the

consumer does affect that they purchase

product in exchange from ECDRM.

As per the table 20, we can see

that there are 178 people mark on yes

that they have purchase from in exchange

from the retail mall, while in which 85

people have income between 10,000 to

20,000. That prove that the income of the

consumer have a positive relation with




consumer purchase product in exchange

from the retail mall. So we can conclude

that change in income also change in

perception of purchasing product in

exchange from the ECDRM.


organized retail malls is

profitable and purchase from

retail mall on credit.

Ho: Organized retail mall

is profitable does not impact on

purchasing from ECDRM.

H1: Organized retail mall

is profitable doe’s impact on


PRO.F Q9 * SCB Q2 Crosstabulation

Table : 21 SCB Q2

Total S.Agree Agree Nutral Disagre S.Disagre

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







Tests shows that the purchasing from

retail mall is profitable influence on the

credit purchase from retail mall and they






accept alternate hypothesis H1, organized

retail mall is profitable doe’s impact on



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




organized retail mall. So that we can

conclude that people believe that buying

on credit from ECDRM is profitable and

both have a positive relationship.

22. Chi-square between special

sales scheme and retail mall

and layout and arrangement

satisfaction of the customer.

Ho: Special sale scheme

does not influence layout and


H1: Special sale scheme

does not influence layout and


PRO.F Q11 * SAT.RM Q20 Cross tabulation

Table : 22 SAT.RM Q20

Total S.Agree Agree Nutral Disagre S.Disagre

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







Tests shows that the special sale scheme

of the retail mall influence the retail mall

layout and arrangement and they have a






accept alternate hypothesis H1, special

sale scheme does not influence layout

and arrangement of ECDRM.


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




and get nearly equal response that they

have purchase during special sales

scheme. So that we can conclude that we

can conclude that any special sales

scheme of retail mall changes the layout

and arrangement.

Anova Analysis

1. ANOVA between special cost

benefit and ECDRM keeping

best interest of customer in

mind.

Ho: Special cost benefit does

not impact trust that ECDRM

keep best interest of customer in

mind.

H1: Special cost benefit does

impact trust that ECDRM keep

best interest of customer in mind.

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

As per table 1 of ANOVA show that

special cost benefit of ECDRM have a

direct relation with the trust that retail

mall keeping best interest of customer in

mind. They have positive relation as the

ANOVA is 3.960. The significant level is

0.004, which is less than o.o5, so that

ANOVA is statistically significant. So

that we reject null hypothesis Ho, and

accept alternate hypothesis H1 that is

Special cost benefit does impact trust that

ECDRM keep best interest of customer

in mind.

2. ANOVA between

technological factors and

ECDRM is trust worthy.

Ho: Technological factors

do not have a significant impact

that ECDRM is trust worthy.

H1: Technological factors

do have a significant impact that

ECDRM is trust worthy.

ANOVA





Between Groups 20.790 4 5.198 11.279 .000


Total 156.733 299


technological factors of ECDRM have a

direct relation with that the ECDRM is

trust worthy. They have positive relation

as the ANOVA is 11.297. The significant

level is 0.000, which is less than 0.05, so

that ANOVA is statistically significant.



Technological factors do have a

significant impact that ECDRM is trust

worthy.

3. ANOVA between

promotional factors and

buying from ECDRM is

profitable.

Ho: Promotional factors



profitable.

H1: Promotional factors

do have a significant impact


profitable.

ANOVA


Between Groups 15.735 7 2.248 2.326 .025


Total 297.987 299


promotional factors of ECDRM have a

direct relation with that buying from

ECDRM is profitable. They have positive

relation as the ANOVA is 2.248. The

significant level is 0.025, which is less

than 0.05, so that ANOVA is statistically

significant. So that we reject null

hypothesis Ho, and accept alternate

hypothesis H1 that is Promotional factors

do have a significant impact buying from

ECDRM is profitable.

4. ANOVA between social-

culture factors and buying

from ECDRM is trustworthy.

Ho: Social-culture factors






trustworthy.

H1: Social-culture factors

not have a significant impact


trustworthy.

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


social-culture factors of customer have a

direct relation with that buying from

ECDRM trustworthy. They have positive

relation as the ANOVA is 3.805. The

significant level is 0.000, which is less

than 0.05, so that ANOVA is statistically

significant. So that we reject null

hypothesis Ho, and accept alternate

hypothesis H1 that is Social-culture

factors not have a significant impact

buying from ECDRM is trustworthy.

5. ANOVA between trust

factors and friend and family

member involve in buying.

Ho: Trust factors toward

ECDRM do not have a significant

impact that friend and family

member involve in buying from

ECDRM.

H1: Trust factors toward

ECDRM do have a significant

impact that friend and family

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


Trust factors toward ECDRM of

customer have a direct relation with that

friend and family member involve in

buying. They have positive relation as

the ANOVA is 2.242. The significant




level is 0.013, which is less than 0.05, so

that ANOVA is statistically significant.



Social Trust factors toward ECDRM do

have a significant impact that friend and

family member involve in buying from

ECDRM.

6. ANOVA between Satisfaction

with retail mall and trust

toward retail mall.

Ho: Satisfaction with

retail mall does not have

significant impact of trust toward

retail mall.

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


satisfaction toward ECDRM has a direct

relation with that trust toward retail mall.

They have positive relation as the

ANOVA is 2.242. The significant level is

7.930, which is less than 0.000, so that

ANOVA is statistically significant. So

that we reject null hypothesis Ho, and


Satisfaction with retail mall does have

significant impact of trust toward retail

mall.

Findings of the Study

The different product that

consumer purchase from retail mall does

not influence by different demographical

factor like age, occupation, education,

income, family structure of the people.

Buying particular brand of the

product is influence by the income; mean

those have a higher income they prefer to

particular brand to purchase the product

from the retail mall.

Sales scheme of the electronic consume

durable retail mall increase customer

satisfaction toward retail mall services;

mean that higher sale scheme increase




satisfaction of customer toward retail

services.

Education and age of the people

who purchase the electronic consumer

durable product from the retail mall does

not influence the satisfaction toward

retail mall layout and arrangement; mean

that layout and arrangement satisfaction

will not change according to change in

age and education.

Retail mall provide brand variety

and assortment for the consumer that

have a positive relation with buying from

the retail mall is profitable; meant that

retail mall provide variety and assortment

that increase profitability of the

customer.

Higher piece of good mean higher

quality product has direct positive

relation with the people prefer power

saving product and feature and

technology of the product influence

consumer preference; mean that customer

believe that higher price mean the

product in power saving and has good

feature and technology.

Warrantee and guarantee provide

by retail mall increase customer toward

retail mall service satisfaction, as well

this types of extra services create trust

toward retail mall.

Layout and arrangement of the

retail mall is an advertisement tool for

electronic retail mall and that help

customer in purchasing product from the

retail mall.

Family, friend cultural and

religious aspect greatly impact on the

way in which individual purchase or

adopt innovative and new product from

electronic consumer durable retail mall.

Promises and commitment is

given by retail mall is increase customer

satisfaction level toward retail mall

services; mean how far the retail mall

able to promise and commitment is

directly lead to the customer satisfaction

toward retail mall services.

Retail mall provide variety and

assortment to the customer that increase

the trust of the customer that they keep

best interest of the customer in the mind.

Income of the customer greatly

impact on that the individual purchase

product from the retail mall in exchange

offer; mean that different income level of

the customer affect on way in which




people purchase product from the retail

mall.

Purchasing from the retail mall on

credit has direct relation with that

purchasing from the retail mall is

profitable; mean that people believe that

credit facility of the retail mall is

profitable for the customer.

There is positive relation with

special sale scheme and the layout and

arrangement of the electronic consumer

durable retail mall; mean people believe

that the retail mall layout and

arrangement reflect the special sale

scheme.

Recommendation

Customer more looking on the

facility provide by retail mall to them

like credit facility, providing brand

varieties, giving exchange offer,

providing technological product and

giving special cost benefit more attract

customer toward retail mall in purchasing

product, so that keep it best that give

customer more satisfaction and make

them loyal toward retail mall purchasing.

Customer looking for services

like warrantee and guarantee and

promises and commitment are

considerable for the customer for a trust,

so that retail mall should give warrantee

and guarantee to attract the customer and

to fulfill the customer requirement.

Electronic consumer durable

product is more competitive for retail

because generally customer purchasing

product from regular unorganized shop,

so that they have to make a special sale

scheme that increase customer saving

and looking profitable for them.

To make success of the retail mall

the manager should have to looking to

make the customer loyal that plead

positive word of mouth for the store and

create image in the mind of the customer.

Advertisement of the store is very

much important and w found that the

layout and arrangement of the product in

the retail mall is best advertisement

source for them to sale the product, but

they also have to concentrate to attract

customer toward retail mall by other

advertisement like outdoor publication is

best sources to give know about the

ECDRM.

The customers are becoming king

as they have a whole lot of choices. So




the companies should try to be cost

effective and pass on the saved amount to

the customer.

Retail mall employees are still the

place to buy electronic consumer durable

product. So they should focus on

employees also who is also helping

customer in purchasing product.

The retail mall should try to

launch new products after through

research of the consumers as they are

becoming more dynamic day by day.

Conclusion

The retail industry is going to be

more competitive in the near future. The

profit margins are going down over the

year on year. And will be continuing the

pattern for the few years more also

because it is in growth stage in it life

calycle in India. So the main mantra for

the companies to be successful is to

satisfy the consumers and develop brand

image and brand loyalty amongst them.

So it has become very necessary for the

consumers to understand the Indian

consumers very well. So in the future the

retailers who come up with new products

at competitive prices and with good

quality are going to the successful one.

Prom-optional activities are also going to

play an important role that should to be

for consumers.

So that it important to understand

the factor that influence customer in

purchasing consumer durable product

from the retail mall.

Limitation

Survey is conducted by

considering the time constraint. Sample

size during this time may not be

adequate. It is difficult to be precise

about the most appropriate sample size

for conducting such research. However,

we expect follow-up studies to expand

the sample range so that the relevant

research might be more representative.

Due to subjectivity and beliefs of

consumers, some answers of the

questionnaire may differ from the reality.

On the other hand, the topic

discussed in this study is still developing

at present, it is hoped to be continually

explored with the addition of other

external as well as internal factors

affecting consumer preference toward

consumer durable in retail mall.




Therefore, we hope that succeeding

studies can adopt a wider range of

constructs to make the whole study share

more benefits.

Finally, the electronic consumer

durable product distinction also affects

the consumer decision about purchasing

product. From a marketing perspective,

consumers in fact treat high-involvement

and low-involvement products with

different behavioral models. The

product’s unit price influences the desires

of consumer for retail shopping as well.

Thus, we propose that much research is

needed to discover the effects of different

product characteristics on customer retail

shopping.

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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.





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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