Iqtidar Draft

7/29/2019 Iqtidar Draft

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Decline in sales of Al Fatah

By

Iqtidar Sukhers

Thesis submitted to the Lahore School of Economics

in partial fulfillment of the requirements for the degree of

Business Administration in Marketing & Media

2013

Supervised by: Shamila Khan


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Contents

Chapter 1: Introduction ................................................................................................................... 5

1.1 An overview of the topic:...................................................................................................... 5

1.2 Managerial concerns: ............................................................................................................ 6

1.4 Scope of the study: ................................................................................................................ 6

1.5 Contribution: ......................................................................................................................... 8

1.6 Research in Pakistan: ............................................................................................................ 8

1.7 Major definitions: .................................................................................................................. 9

Chapter 2: Literature Review ........................................................................................................ 11

Chapter 3: Methodology & analytical Choices ............................................................................. 18

3.4: Theoretical Framework & Variables under Consideration: ............................................... 20

3.4.1: Reference list of Variables under consideration:......................................................... 20

3.4.2 Theoretical Framework: ................................................................................................... 23

3.5: Information Gathering & Sampling: ................................................................................... 24

3.5.1. Survey Design: ............................................................................................................. 24

3.5.2.Population and Planned Sample .................................................................................. 24

Sampling size consideration .................................................................................................. 24

3.5.3Sample size: ................................................................................................................... 25

3.5.4 Choice of sampling techniques: .................................................................................... 25

3.5.5. Questionnaire development: ...................................................................................... 26

3.6 Data analysis tools and techniques: ..................................................................................... 29

3.6 Data Analysis Tools & Techniques: ................................................................................... 30

Chapter 4: Analysis....................................................................................................................... 32

4.1 Description of statistical data: ............................................................................................. 32

4.1.1: Description of Demographics ...................................................................................... 32

4.1.2: Data testing .................................................................................................................. 33

Appendix....................................................................................................................................... 42

Questionnaire (Customers) ........................................................................................................... 42


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Chapter 1: Introduction

1.1 An overview of the topic:

The industry catering to whole sellers and retailers is very wide with humongous scope at its

disposal. Pakistan has huge potential for the growth and establishment of such market due to the

consumer preferences and varying trends. The research caters to the problems and issues faced

by Al Fatah, in the current scenario due to various factors which have been extensively

discussed. The changing scenario of the country with the political and economic upheavals has

significantly affected all the industries of the country. The economy is rapidly moving towards

urbanization which has affected the consumer choices to a large extend. People today, prefer

using branded products rather than commoditized items. Al Fatah is facing a decline in their

sales which can be contributed to a large number of factors. The extensive competition in the

market and market clustering can be a huge factor resulting in the decline in sales. Moreover, Al

Fatah mostly host standardized grocery items which can be available at any competitor outlet.

There are innumerable competitors who are entering the market like Green Valley and Hyper

Star which are offering high value products and thus people are switching to those brands from

Al Fatah. Therefore, the sales of the company are at risk and brand loyalty is reducing due to

increasing entrants in the industry. Retailers are focusing on the creation of brand image and

personality so that they could evoke brand loyalty within the consumers and increase their

market share and sales in the market. Consumer preferences are changing with each passing day

and the trend is shifting so the firms even have to deal with the demographic and psychographic

trends of the potential and existing consumers. There are innumerable factors which can even

effect the consumer behavior of the people and affect the decision making process of the

consumers as well.


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1.2 Managerial concerns:

Al Fatah store was initially growing at a commendable pace but recent trends have led to a

decrease in its sales which can be contributed to a number of reasons. Although the company has

earned a marvelous reputation and has an experience of many years but still the sudden decline

in sales was quite unanticipated. The company has strived hard to maintain and increase its brand

loyalty but still many customers switch brands which led to the problem of decline in sales. The

management of Al Fatah is eager to evaluate those factors which are contributing to the decrease

in sales of Al Fatah.

The decline in sales of Al Fatah is the result of various factors which can affectively contribute

to its downfall. Consumer behavior and their preferences can also significantly alter the buyingdecision of the consumers resulting in a decline in sales.

Decline in sales is a major issue that affects the overall revenue generation of any company and

thus it must be dealt with utmost care. Proper analysis and market research can aid the company

to depict the reasons resulting in this problem. Extensive analysis of consumer behavior and their

proper segmentation must be carried out in order to determine the factors which may contribute

to the problem of decline in sales. The research is specifically designed to answer the queries of

the company regarding the analysis of all the factors which could contribute to the decline in

sales of the products of Al Fatah.

Objectives:

To identify all the factors contributing to the decline in sales of Al Fatah To identify the various factors affecting the consumer behavior an their buying decision To identify and analyze the consumer market segments and to properly target them

1.4 Scope of the study:1. What is the relationship between decline in sales and brand loyalty?2. What is the relationship between decline in sales and consumer demographics?3. What is the relationship between decline in sales and consumer psychographics?:4. What is the relationship between decline in sales and price?5. What is the relationship between decline in sales and brand personality?


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6. What is the relationship between decline in sales and product placement?7. What is the reason between decline in sales and proximity to the consumers?8. What is the relationship between decline in sales and product quality?9. What is the relationship between decline in sales and market research?10.What is the relationship between decline in sales and advertising?11.What is the relationship between decline in sales and word of mouth?12.What is the relationship between decline in sales and promotions?13.What is the relationship between consumer behavior and brand loyalty?14.What is the relationship between consumer behavior and consumer demographics?15.What is the relationship between consumer behavior and consumer psychographics?16.What is the relationship between consumer behavior and price?17.What is the relationship between consumer behavior and brand personality?18.What is the relationship between consumer behavior and product placement?19.What is the relationship between consumer behavior and proximity to consumers?20.What is the relationship between consumer behavior and product quality?21.What is the relationship between consumer behavior and market research?22.What is the relationship between consumer behavior and advertising?23.What is the relationship between consumer behavior and word of mouth?24.What is the relationship between consumer behavior and promotions?25.What is the relationship between consumer preferences and brand loyalty?26.What is the relationship between consumer preferences and consumer demographics?27.What is the relationship between consumer preferences and consumer psychographics?28.What is the relationship between consumer preferences and price?29.What is the relationship between consumer preferences and brand personality?30.What is the relationship between consumer preferences and product placement?31.What is the relationship between consumer preferences and proximity to consumers?32.What is the relationship between consumer preferences and product quality?33.What is the relationship between consumer preferences and market research?34.What is the relationship between consumer preferences and advertising?35.What is the relationship between consumer preferences and word of mouth?36.What is the relationship between consumer preferences and promotions?


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Delimitation of the study:

The study has been conducted mainly in Lahore and surrounding areas and in some largecities of Pakistan. The entire country has not been subjected to this research.

Less response rate of questionnaires. The data was collected in Feb. 2013.

Assumptions of the study:

All the candidates have answered the questionnaires with full interest and honesty.

All the questionnaires have been designed specifically to address the problem that isunder consideration and all the questions are completely relevant and appropriate.

The entire candidates were aware of the brand.

1.5 Contribution:

The study is conducted for the Al Fatah stores to analyze their situation with respect to the

changing scenario and sales of the store. The declining sales of Al Fatah have become a major

concern of the company. The research has been conducted keeping in mind the current issue

faced by the management. Different variables including the psychographics of the customers and

advertisement and many other have been tested against the decline in sales of Al Fatah. The

research would aid the company in performing better by improving their services and all those

factors which could affect the sales of Al Fatah.

1.6 Research in Pakistan:

The consumer behavior is rapidly changing in Pakistan as the consumers are getting more

conscious of their where about. Moreover, the westernization has changed the consumer

preferences to a large extend. The economic crisis has also impacted the current scenario to a

large extend.


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1.7 Major definitions:

1. Advertisement:The non personal form of communication in which persuasive information is provided to the

potential consumers in order to attract them, is called advertisement (Bovee & Arens, 1992).

2. Urbanization:The increase or growth of population in the urban or developed area of a country is regarded as

urbanization ((Misilu Mia Nsokimieno Eric, Professor Chen Shouyu, Professor Zhang li Qin,

2010).

3. Brand loyalty;When the consumer keeps their preferences to just a single brand then it depicts their loyalty

towards that brand (Aaker and Keller, 1990).

4. Quality:The meaning of this term is very vast and it varies from person to person according to the

consumer criteria (Jinea Akhtar, 2011).

5. Proximity:Proximity is the nearness or closeness between the product outlet or availability and the potential

consumers (Susan L. Cornish, 2012).

6. Word of mouth:The advice passed on from one experienced consumer to another is regarded as the word of

mouth statement (East, Hammond, and Lomax, 2008).


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7. Market research:

The changes in trends and situation of the market and the competitors is analyzed and gained

through market research (Malecki 1990; Ewers and Wettman 1980).

8. BrandpersonalityThe set or group of all the human characteristics that are associated with a certain brand are

regarded as brand personality (Jennifer L. AAker, 1997).

9. Consumer demographics:Consumer demographics incorporate a large number of factors which may include: age, gender,

occupation, education, marital status, cultural factors and other personal factors this can affect

the buying decision of a consumer. (Manrai 1996; Kahle, 1999, 2003).

11. Psychographics:

The varying preferences of the consumers in accordance with their personalities and lifestyles

are referred to as psychographics (Morgan, 1993).

12. Promotions:

Its a form of communication tool and components of the marketing mix which enables to attract

the consumers (Lovelock, 2010).


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Chapter 2: Literature Review

The following literature begins with a detailed introduction of the three dependent variables. It

then proceeds by identifying and explaining the effect of independent variables on the three

dependent variables.

Consumer behavior:

Consumer earnings, demographic and psychographics and many cultural factors are involved in

shaping the consumer behavior (Jalal, 2011). The external motivators combined with the

awareness regarding a brand or product can together affect the consumer behavior and

preference of the consumer (Mansoor, 2011). Consumer behavior holds immense importance for

the marketers as it gives them an insight into the consumers mind and make them aware of theneeds and wants of the consumers and fulfilling their expectations at the same time . Desired

consumer behavior can aid in the success of a business (Hansen, 2004). Consumer behavior is

usually reflected in the purchase decision of the consumers and sometimes also in the

preferences of the consumers regarding the specific brands or products that the consumers are

willing to choose. Consumer behavior is due to their own perception regarding a product or it

can even be shaped due to their past experiences regarding that product or other similar products

and even substitutes (Tahemejad, 2012).

Consumer preferences:

The preferences of the consumers regarding the purchase of a product are dependent on a variety

of different factors. As the world has turned into a global village, many new players have entered

the market making the completion even fiercer than ever m (Ching, Ng, Wong, & Altman, 2004;

Tse, Sin, Yau, Lee, & Chow, 2004). This has largely benefited the consumers as they are

provided with a variety of products to choose from (Voss & Voss, 2000). The consumers these

days have set criteria, for buying product and they weigh different alternatives on the basis of

their own criteria. Its highly important for the marketers to hit the sensitive points of the

consumers in order to manipulate their preferences and choices regarding different products.


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Decrease in sale:

The sales of a product can be affected by a large number of factors. Most of the time, consumers

are unable to access the product in the, market and are thus unable to purchase (Lee, 2004).

Other times the demographics and psychographics of the consumers do not allow them to but a

certain commodity. Thus sales can decline or rise on a variety of factors. Sales are the source of

revenue and profit or a product (Chow, 2004).

The inappropriate use of market research can lead to business failure as the company will be

oblivious to its market and consumers (Crawford, 2010). The data of the market research must be

connected with the critical decision under consideration or it will be completely futile (Crawford.

2010). Market research must be conducted in the early development stage of the products so it

will lead to a rise in sales (Crawford, 2010). Market research conducted with full determinationcan offer an insight into the consumers mind and their buying pat tern and behavior can be

extensively analyzed through it. Thus a major market research can have a positive impact on the

growth of a product or industry as a whole, because it provides help in market segmentation.

Different scholars have given utmost importance to market research and orientation in the

success of a new product in the market (Wong, Kam Sing, 2011). There are innumerable factors,

affecting the success of the any product, which have attracted the marketers and researchers

(Song & Parry, 1997; Calantone, Schmidt, & Song, 1996; Denison, Hart, & Kahn, 1996;

Dougherty, 1992; Kazanjian, 1988).

Brand personality:

Through the establishment of brand personality firms enable themselves to engender a brand

perception and image in the minds of the consumers. In this way, the consumers develop a

certain form of affiliation with the brand and its traits (Akin, 2011). Brand personality is

responsible for engendering brad loyalty and it even differentiates a product from its competitors

on the basis of its personality traits which are associated with the consumer needs and

preferences. A suitable image of the brand must be chalked out so that the consumers could

relate with them and set a perceived image related to that brand, in their minds (Akin, 2011).

Brand personality plays a very major role in the purchase decision of the consumers and it can

even increase the sales of a particular commodity (Kurtulus, 2008).


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The brand personality is an indicator in itself as to whether the brand must be purchased or not

(Nart, 2008). Consumer preferences and intentions are strongly connected with the brand

personality and they can have a strong impact on the sales (Shavitt, 1989). Brand personality is a

major form of communication with the consumers (Akin, 2011). One of the most significant

forms of brand personality is brand value (Aaker, 1996). Store personality and character is also

very important for the increase in sales of the product (Pandey, 2009). The personality of a

product or brand also develops s according to the needs of the consumers (Onaran, 1981).

Moreover, the strong brand personality of a product may also have a significant effect on its

sales. Consumers readily buy those products which they consider good and superior to other

alternatives (Pandey, 2009).

Promotion:

The consumer attitude towards the product is altered through promotions of the brand and in this

way the sales of a product also rises. Image, believes and attitude of a brand can be changed

through the tool of promotion (Lovelock, 2010). Marketing strategy is another factor which

includes promotion and other factors (AAker, 2010). Product offering is another form of

promotions through which a firm can attract its consumers (Salim, 2011). Promotions are usually

given to the customers in the form of discounts and they are actually price incentives to attract

customers (Madley, Teel, 1988). Consumer behavior is significantly affected by promotions.

Promotions even have a positive effect on the preferences of the consumers regarding a certain

product or service.

Promotions also include displays and couponing to enhance consumer interest (Edward J. Fox,

1995). Branded consumer goods are increasingly using sales promotions to attract customers and

to increase sales (Bowman, 1988). Sales promotions have a significant impact on the sales of any

product and it can even effect the growth of any product in the market. It can have both positive

and negative effect on the sales of the product (Blattberg and Neslin, 1989).

Advertising:


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Advertisement even plays an integral role in increasing the sales of any product and can be used

as an effective tool and medium of communication as well. It can even facilitate the competitors

to gain information about a new product and the different features that its offering (Tai, 2007).

Brand loyalty can also be evoked through successful and aggressive advertisement as it helps to

trigger a response from the consumers and even channels their desires and needs (Agrawal,

1996). Advertisement is also used to create knowledge about the product and to channel

consumer demand (Morden, 1991). Advertisement even engenders brand recognition and brand

awareness among the targeted consumers and thus can increase the sales of the product (Yan,

2004). Both consumer behavior and consumer preferences are positively affected by advertising.

The sales of a product can be increased through proper and aggressive advertising. It aids in

increasing the brand awareness of the consumers and even help them in gaining information

regarding the product (Yan, 2004)

Brand loyalty:

Brand loyalty and brand awareness are few of the most viable variables which ca directly affects

the sales of any product within the industry. Howard and Sheth (1969) came forward with the

theory of brand loyalty for the first time. There can be emotional or cognitive reasons for brand

loyalty which also affects the consumer response and preferences (Rose Leahy, 2008). Low

brand loyalty and lack of awareness on the part of the consumers may lead to brand switching

and decrease in sales of the product. Thus, it positively affects the consumer preferences and

behavior.

Distribution and product placement are directly related to brand awareness as proper placement

and distribution enhances brand exposure and results in rise in sales. A convex relationship has

been depicted between distribution coverage and the market share of that product (Reibstein and

Farris, 1995). Brand loyalty, brand trust and brand affect are interdependent (Chaudhuri &

Holbrook, 2001). Loyalty has been divided into two types; attitudinal loyalty and purchase

loyalty (Morgan, 2000; Chaudhuri & Holbrook, 2001). The loyal customers promote the

companys reputation through a positive word of mouth while dissatisfied customer spreads a

negative word of mouth against the company (Zahra Seyed Ghorban, Hossein Tahernejad, 2012).

Thus it has a significant effect on the sales of a product.


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Word of mouth:

Sales of a product can also show remarkable increase though the contribution of positive word

of mouth. When the customers are satisfied and contend with the product, that satisfaction

engenders a positive word of mouth which has a positive impact on sale s (Sderlund &

Rosengren, 2007). But in some case it is observed that explicit recommendations are formed due

to word of mouth (Fullerton & Taylor, 2002; Gremler & Brown, 1999; Hartline & J., 1996).

Word of mouth is even regarded as an experience and information sharing process (Maru,

Cermak, & Prince, 1994; Mikkelsen, Van Durme, & Carrie, 2003; Westbrook, 1987).

Online reviews have gained immense popularity and they have a strong impact on consumer

preferences (Kung Hsin Shao, 2012). Product sales are directly affected by word of mouth

especially valence of word of mouth (Chevalier & Mayzlin, 2006; Chintagunta, Gopinath,

&Venkataraman, 2010; Dellarocas, Zhang, & Awad, 2007; Duan, Gu, & Whinston, 2008; Liu,

2006; Moon, Bergey, & Iacobucci, 2009; Zhu & Zhang, 2010). Sales of a product are positivey

affected by word of mouth of the consumers.

Price:

The sales of any product can be considerably affected through price. Price elasticity plays a

major role in the increase or decrease of product sales. When the consumers are price sensitive

then decline in price generally results in increase in sales of that product and vise versa. The

buying behavior of the consumers and their preferences are positively affected by the price of a

product.

People tend to think more carefully if they are price elastic towards a certain product or

commodity (Bose and Shukla, 1999). Price elasticity can greatly vary from rural to urban areas

(Haanyika, 2008). Apart from high or low prices, urbanization can also have a vital impact on

the sales of product. The sales of a product is directly linked to its price.

Quality:


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The competitiveness and reputation of an organization is influenced by its quality of products

(Jinea Akhtar, 2011). The quality of a product is gaining importance for the consumers and

marketers in terms of success, growth and survival of a product (Aldlaigan & Buttle, 2002;

Angur et al. 1999; Bath, 2005; Sharma & Mehta, 2004; Bahia & Nantel, 2000). Thus the quality

of a commodity can have a direct and strong effect on the sales of a product.

These factors greatly influence the sales of any product therefore; strong and valid market search

is incumbent on organizations, along with the other major variables, to increase the sales of their

products, in the current competitive market.

Urbanization:

Urbanization can lead to achievement and innovation at the same time due to modernization

(Wu, 2010). Due to urbanization, the population size and growth rate increases tremendously

within the developing areas and as a result the sale of different products rises as consumption

rates rise (Wu, 2010).

But excessive accumulation of the population within a single region can have adverse effect on

the demand and supply equilibrium (Wu, 2010). Extreme urbanization can even lead to industry

clustering (Wu, 2010).

Proximity:

The image of a retailer depends on the geographic proximity with the customer, the delivery

time, the merchandising and etc (Blumenthal & Bergstrom, 2003). Proximity and consumer

attitude are directed related as they facilitate the transaction between the consumers and the

retailers and thus improves the sales of the product (Cacho, 2010).

Demographics:

The demographics of the consumers that have to be catered by the industry, holds immense

importance as they provide an insight of consumer preferences. These demographics include the


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income of the targeted customers, their marital status and it even captures the demographics and

cultural aspects of the target market which aids in developing the right customer profile for the

product (Morgan, 1993). Demographics affect both the consumer behavior and their preferences.

Moreover it also significantly affects the sales of a product.

All of the above extensively discussed variables are the main driving forces leading to a change

in consumer preferences and a decrease in sales. These factors must be critically analyzed and

evaluated in order to reduce the risk of brand switching and changing consumer perception and

behavior. A company can incur losses due to reduction in sales and negative consumer

perception. Therefore, it is mandatory for their success that the companies properly position its

brand and categorize its customers very carefully.


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Chapter 3: Methodology & analytical Choices

3.1 Research type:

The research has been following the Positivist philosophy as the data has maintained an objective

stance and samples have been used to measure quantitative research. Moreover, qualitative data

has also been analyzed.

3.2 Data & Type of Research methods:

Different independent variables have been determined and their effect on the dependent

variables; consumer behavior regarding purchases and decline in sales of Al Fatah, has been

closely observed through hypothesis formulation by using deductive approach. Deductive

approach incorporates theory testing and determines the cause and effect relationship between

the variables.


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3.3 Research Hypothesis:

Decline in sales:

Ho1: There no a relationship between decline in sales and brand loyalty

Ho2: There is no relationship between decline in sales and consumer demographics.

Ho3: There is no relationship between decline in sales and consumer psychographics.

Ho4: There is no relationship between decline in sales and price.

Ho5: There is no relationship between decline in sales and product placement.

Ho6: There is no reason between decline in sales and proximity to the consumers.

Ho7: There is no relationship between decline in sales and product quality.

Ho8: There is no relationship between decline in sales and advertising.

Ho9: There is no relationship between decline in sales and word of mouth.

Ho10: There is no relationship between decline in sales and promotions.

Consumer behavior:

Ho1: There no a relationship between consumer behavior and brand loyalty

Ho2: There is no relationship between consumer behavior and consumer demographics.

Ho3: There is no relationship between consumer behavior and consumer psychographics.

Ho4: There is no relationship between consumer behavior and price.

Ho5: There is no relationship between consumer behavior and product placement.

Ho6: There is no reason between consumer behavior and proximity to the consumers.

Ho7: There is no relationship between consumer behavior and product quality.

Ho8: There is no relationship between consumer behavior and advertising.

Ho9: There is no relationship between consumer behavior and word of mouth.

Ho10: There is no relationship between consumer behavior and promotions.

Consumer preferences:


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Ho1: There no a relationship between consumer preference and brand loyalty

Ho2: There is no relationship between consumer preference and consumer demographics.

Ho3: There is no relationship between consumer preference and consumer

psychographics.

Ho4: There is no relationship between consumer preference and price.

Ho5: There is no relationship between consumer preference and product placement.

Ho6: There is no reason between consumer preference and proximity to the consumers.

Ho7: There is no relationship between consumer preference and product quality.

Ho8: There is no relationship between consumer preference and advertising.

Ho9: There is no relationship between consumer preference and word of mouth.

Ho10: There is no relationship between consumer preference and promotions.

3.4: Theoretical Framework & Variables under Consideration:

3.4.1: Reference list of Variables under consideration:

Promotion includes a lot of factors which could attract the consumers; sales promotion, personal

selling and publicity (Lovelock, 2010). It aids in the establishment of preferences in the minds of

the consumers and thus companies focus on them a lot. Promotion is regarded as an important

marketing strategy (Clow, 2010).

Quality of the product should correspond with the expectations of the consumers (Lovelock,

2010). Service quality is a mean of direct contact with the potential consumers and it is a

medium of personal selling (Salim, 2011).

Loyalty associated with a brand is actually engendered through a nice brand experience (Aaker

& Keller, 1990). Even when the switching barriers are high people stay loyal to the brand and do

not switch their brands (Fornell, 1990).

Price is the most important factor when it comes to the preferences of the consumers (Cadogan &

Foster, 2000). Consumers which are loyal to the brand are usually ready to pay even premium

prices for the product (Salim, 2011).


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Brand personality is used for managing the status and reputation of the brand. Brands with

suitable personality are preferred by the consumers (Keller, 2003). Brand image depends on the

personality of the brands (Dursun, 2009).

Psychographic segmentation aids in developing proper understanding of the targeted consumers

and their preferable brand and even the reasons as to why they favor a particular brand over This

evokes and determines the consumer buying behavior and their decision making patterns

(Morgan, 1993). So the sales of the product can be altered through the evaluation of

psychographics.

The demographics of the consumers that have to be catered by the industry, holds immense

importance as they provide an insight of consumer preferences. These demographics include the

income of the targeted customers, their marital status, gender and it even captures the

demographics and cultural aspects of the target market which aids in developing the right

customer profile for the product (Morgan, 1993).

Word of mouth is one of the most crucial factors affecting the consumer preferences and their

buying decision and thus its extensively used by the marketers to create and evoke brand value

among the consumers (Heskett et al., 1994). Word of mouth is majorly responsible for creating

brand awareness among consumers as it increases brand exposure. Thus it can have a major

impact on the sales of the product, on the whole.

Market research is of extreme importance when it comes to the sales of any product especially in

a competitive market. Internal analysis and research of the companys sales can lead to

profitability and revenue generation and an extensive market research of the segmented market

can also aid in molding consumer buying decision by using strategic and promotional tool which

can have a significant impact on the sales of any product (Nittaya McNeil, 2009).

Advertising is a medium through which brands can channel the desires of the targeted consumers(Kotler, 1988). Advertising is regarded as a non-personal form of interactive communication

with the targeted audience which evokes reaction in the form of purchases and as a result it can

majorly affect the performances and sales of a product or store (Bovee & Arens, 1992).


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Urbanization in some areas, may also lead to chaos in this situation it will impact the buying

pattern differently (Batty &Longley, 1994; Chen and Zhou, 2003; Frankhauser, 1994; White &

Engelen, 1994). But in case of systematic urbanization, the trend is entirely different. People

prefer branded products even commodities instead of unknown and unlabelled products.


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3.4.2 Theoretical Framework:

Framework:

Decrease in sales

Price Sensitivity

Demographics

Ps cho ra hics

Word of mouth

Brand

personality

Brand Lo alt

ualit

Promotions

Proximit

Urbanization

Advertisement

Consumer

behavior

Causes fordecrease in sales

of Al-Fatah

Consumer

Buying preferences


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3.5: Information Gathering & Sampling:

3.5.1. Survey Design:

Surveys have been used to gather appropriate information and data regarding the impact of

different variables like price, proximity, advertisements, promotion, demographics,

psychographics and quality, on consumer buying decision and the declining sales of Al Fatah.

Time Horizon:

A cross-functional approach has been used to collect all the information through the surveys, at a

single time. The data would not be revised or improvised after intervals and the sample would be

questioned only once with a single time horizon.

3.5.2.Population and Planned Sample

A mixed method approach would be used for the analysis of both qualitative and quantitative

data. The selected sample from the population would be taken from upper class and middle class.

Posh areas of Lahore would be targeted for the research. Structured questionnaires would be

circulated among the correspondents, in different areas of Lahore, so that the result could be

generalized. The two main areas of Lahore which host the branches of Al Fatah, namely, DHA

and Liberty would be approached and potential or current customers would be selected as

correspondents from these above mentioned location.

Sampling size consideration:

Structured questionnaires would be circulated among the correspondents, in different areas of

Lahore, so that the result could be generalized. The two main areas of Lahore which host the

branches of Al Fatah, namely, DHA and Liberty would be approached and potential or current

customers would be selected as correspondents from these above mentioned location.

Stratified sampling would be used with a sample of 100 correspondents, for the purpose of this

research and the data would be collected by dividing the population into two strata on the basisof their income. The upper class and the upper middle class would be the two main strata of the

sample. The correspondents would then be randomly selected from among the two strata.


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Upper class Upper middle class Middle class

3.5.3Sample size:

Stratified sampling would be followed on the basis of income groups. Upper class, upper middle

class and middle class would be catered and included in the survey. The respondents would then

be randomly chosen from the strata. In this way the results could be generalized and the

accuracy of the population could be justified. A sample size of more than 200 would have

increased the cost of the research and a sample size of less than 200 would reduce accuracy.

Therefore, 200 correspondents have been taken to maintain accuracy.

3.5.4 Choice of sampling techniques:

Stratified sampling would be followed on the basis of income groups. Upper class, upper middle

class and middle class would be catered and included in the survey. The respondents would then

be randomly chosen from the strata. In this way the results could be generalized and the

accuracy of the population could be justified. A sample size of more than 200 would have

increased the cost of the research and a sample size of less than 200 would reduce accuracy.

Therefore, 200 correspondents have been taken to maintain accuracy.

50 75 75


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3.5.5. Questionnaire development:

Variable Creator Year No. of

items

Consumer behavior Wang 2010 4

Consumer preferences Jonston & Donath 2001 3

Decline in sales Ridgway 1994 3

Brand loyalty Yoo, Donthu 2002 3

Quality Yoo, Donthu 2002 2

Brand personality Kim 2005 3

Advertisement Lee & Edward 2002 5

Word of mouth Hong & Ha 2006 3

Price Ridgway & Netemeyer 1993 5

Psychographics Martinez & Montaner 2006 5

Urbanization Poel & Donnell 2009 4

Promotion Martines & Montaner 2006 3

Proximity Martines & Montaner 2006 4

Variables Constructive definition Operational definition

Consumer

behavior

The behavior exhibited by the consumers

while purchasing a brand

The mean of item 1-4 is

measured on a 5 pointer scale

1= strongly disagree

5= strongly agree

Consumer

preference

The liking of the consumers towards a

brand

The mean of item 5-7 ismeasured on a 5 pointer scale


5= strongly agree

Decline in sales The decline in the sales of the product The mean of item 8-10 is


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due to various behaviors exhibited by the

consumers



5= strongly agree

Brand loyalty

When the consumer keeps their

preferences to just a single brand then it

depicts their loyalty towards that brand




5= strongly agree

Quality

The meaning of this term is very vast and

it varies from person to person according

to the consumer criteria




5= strongly agree

Brand

personality

the set or group of all the human

characteristics that are associated with a

certain brand are regarded as brand

personality




5= strongly agree

Advertisement

The non personal form of communicationin which persuasive information is

provided to the potential consumers in

order to attract them, is called

advertisement




5= strongly agree

Word of mouth

The advice passed on from one

experienced consumer to another is

regarded as the word of mouth statement




5= strongly agree

PriceThe monetary value of the brands or

products




5= strongly agree


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Psychographics

The varying preferences of the

consumers in accordance with their

personalities and lifestyles are referred to

as psychographics




5= strongly agree

Urbanization

The increase or growth of population in

the urban or developed area of a country

is regarded as urbanization




5= strongly agree

Promotion

Its a form of communication tool and

components of the marketing mix which

enables to attract the consumers




5= strongly agree

Proximity

Proximity is the nearness or closeness

between the product outlet or availability

and the potential consumers




5= strongly agree

Demographics

Consumer demographics incorporate a

large number of factors which may

include: age, gender, occupation,

education, marital status, cultural factors

and other personal factors this can affect

the buying decision of a consumer

The mean of item of gender is

measured through

Male Female

and for income:

Rs. 30,000Rs. 60,000

Rs. 60,000Rs. 90,000

Rs. 90,000 and more

Reverse coded items Average

Independent variable


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Brand loyalty Average (Item 11, R12, 13)

Quality Average (Item 14, 15)

Brand personality Average (Item 16, 17, 18)

Advertisement Average (Item 19, 20, 21, 22, 23)

Word of mouth Average (Item 24, 25, 26)

Price Average (Item R27, 28, R29, R30, R31)

Psychographics Average (Item 32, 33, 34, R35, R36)

Urbanization Average (Item 37, 38, 39, 40)

Promotion Average (Item 41, 42, R43)

Proximity Average (Item 44, 45, 46, 47)

Dependent variables

Consumer behavior Average (Item 1, 2, 3, 4)

Consumer preference Average (Item 5, 6, 7)

Decline in sales Average (Item 8, 9, R10)

3.6 Data analysis tools and techniques:

Regression

It aids in statistically measuring the relationship among the variables of the research. It depicts

the relationship between the dependent variables and one or more of the independent variables of

a certain research. It expresses the relationship between the dependent and one or more

independent variables in the form of regression equations.

Dependent Variable 1:

Consumer behavior = + (Brand loyalty) + (Advertising) + (Brand personality) + (Price)

+ (Proximity) + (Psychographics) + (Demographics) + (Urbanization) + (Promotions) +

(Quality) + (Word of Mouth)


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Dependent Variable 2

Decline in sales = + (Brand loyalty) + (Advertising) + (Brand personality) + (Price) +

(Proximity) + (Psychographics) + (Demographics) + (Urbanization) + (Promotions) +

(Quality) + (Word of Mouth)


Consumer preference = + (Brand loyalty) + (Advertising) + (Brand personality) +

(Price) + (Proximity) + (Psychographics) + (Demographics) + (Urbanization) +

(Promotions) + (Quality) + (Word of Mouth)

Apart from the regression test other statistical test would also be conducted to verify the results

of different forms of data gathered through the questionnaires. t- test is another form of analytical

tool that would be used in the research, for those questions which have two options in the

answer. Its basically a Two-sample test which determines that whether the two population

means are equal or not, within a specific research. t- Test is calculated through ratio in which the

difference between the two means is divided by the variability.

ANOVA would be used for those questions of the survey in which more than two options or

choices are available for the correspondent, to answer from. It is basically used for experimental

data analysis. in this research the question related with the income group and target market

would be justified by using ANOVA.

3.6 Data Analysis Tools & Techniques:

Regression

It aids in statistically measuring the relationship among the variables of the research . It depicts

the relationship between the dependent variables and one or more of the independent variables of

a certain research. It expresses the relationship between the dependent and one or more

independent variables in the form of regression equations.

Dependent Variable 1:


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(Quality) + (Market Research) + (Word of Mouth)








(Promotions) + (Quality) + (Word of Mouth)

Apart from the regression test other statistical test would also be conducted to verify the results

of different forms of data gathered through the questionnaires. t- test is another form of analytical

tool that would be used in the research, for those questions which have two options in the

answer. Its basically a Two-sample test which determines that whether the two population

means are equal or not, within a specific research. t- Test is calculated through ratio in which the

difference between the two means is divided by the variability.

ANOVA would be used for those questions of the survey in which more than two options or

choices are available for the correspondent, to answer from. It is basically used for experimental

data analysis. in this research the question related with the income group and target market

would be justified by using ANOVA.


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Chapter 4: Analysis

The analysis has been performed to depict the relationships between different variables of the

frame work. In this analysis three dependent and all the independent variables are analyzed

extensively to support or reject the hypothesis formulated on the basis of secondary research.

Three dependent variables; consumer behavior, consumer preference and decline in sales have

been considered along with the independent variables which includes, psychographics,

accessibility, word of mouth, advertisement, brand personality, price. The analysis begins by the

analysis of demographics frequencies; it then proceeds by conducting a correlation, then a T test

and ANOVA. Finally regression analysis is performed.

4.1 Description of statistical data:

4.1.1: Description of Demographics

Gender and income has been takes as the demographic variables which are analyzed through the

tables below.

Gender:

Table 4: Frequency of Gender

Frequency Percent

Male 25 25.0

Female 75 75.0

Total 100 100.0

Table 4 gives an accurate count of the males and females in the sample. There are 25 males and

75 females in the sample. So it can be said that there are more females than males.


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Income:

Table 5 Frequency of Income

Income Frequency Percent

Rs. 20, 000 to Rs. 40,

000 9 9.0

Rs. 40, 000 to Rs. 80,

00054 54.0

Rs. 80, 000 and more 37 37.0

Total 100 100.0

The table shows the categories of income in which the respondents were divided. It also shows

that 54% of the respondents lie in the 2nd

income bracket, while 37% lie in the third income

group.

4.1.2: Data testing

Correlation:

It is done to deduce the relationship between all the variables under consideration, by

considering the significance value of all the variables in comparison to each others.


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Table: 6 Correlation

Consu

mer

behavi

or

Consum

er

preferen

ce

Declin

e in

sales

Brand

loyalt

y

Qualit

y

Brand

persona

lity

Advertis

ements Price

Psyc

hogra

phics

Urbani

zation

Promot

ions

Pr

onsume

behavior1 -.031 .015 -.013 -.042 .046 .010 -.114 .015 -.134 -.076

.22

onsume

referenc-.031 1 .021 -.139

-

.246(*

*)

.026 .013 -.055 -.134 .016 .023

ecline

sales.015 .021 1 .108 .148 -.022 .124 .004 -.117 .074

-

.203(*) .20

uality

-.042

-

.246(**

)

.148 .016 1 .000 .120 .002 -.145 .215(*) -.155

rand

ersonalit .046 .026 -.022 .159 .000 1 .040 -.106 -.051 -.118 .099 .1

dvertise

ents.010 .013 .124 -.121 .120 .040 1 -.159 .011 .043 -.140

.23

Word of

outh.072 .101

-

.185(*).052 -.090 .098 -.141 -.046 -.032 -.090 .005

rice -.114 -.055 .004 .002 .002 -.106 -.159 1 .060 .172(*) .007

sychogr

phics.015 -.134 -.117 .054 -.145 -.051 .011 .060 1 -.029 .198(*)

rbanizat

n-.134 .016 .074 -.137

.215(*

)-.118 .043

.172(

*)-.029 1

-

.202(*)

romotio -.076 .023 - .035 -.155 .099 -.140 .007 .198( - 1 .1


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s .203(*) *) .202(*)

roximity -

.222(*)-.013

-

.202(*)-.078 -.004 -.181(*) -.230(*) .046 .108 .024 .195(*)

* **Correlation is significant at the 0.01 level (1-tailed).

**Correlation is significant at the 0.5 level (1-tailed)

*Correlation is significant at the 0.1 level (1-tailed)


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Consumer behavior has a significant relationship with consumer preference as it has a p value of

0.031. Decline in sales also has a significant relationship with consumer behavior. Quality has a

significant relationship with consumer behavior (0.041). Consumer preference has a very

significant relationship with consumer preference. Decline in sales has a significant relationship

with consumer behavior as it has a p value of less than 0.05.

Brand personality has a highly significant relationship with quality with a p value of 0.00.

Advertisement has a significant relationship with brand personality. Price has a negative

relationship with brand personality. Promotions have a significant but negative relationship with

decline in sales (p=0.022). Urbanization has a significant relationship with quality with a p value

of 0.016.

T test:

The t test is done to analyze the difference in gender with respect to different variables.

Table: 7 Independent Samples Test for gender

F Sig. t Df

Sig. (2-

tailed)

Consumerbehavior

Equal variancesassumed

.001 .977 .559 98 .578

Equal variances notassumed

.573 43.071 .569

Consumerpreference

Equal variancesassumed

.039 .845 -.639 98 .524

Equal variances not

assumed-.633 40.542 .530

Decline in sales Equal variances

assumed.864 .355 -.023 98 .982

Equal variances not

assumed -.020 34.441 .984Brand loyalty Equal variances

assumed.028 .867 -.479 98 .633

Equal variances not

assumed-.483 41.857 .632

Quality Equal variances

assumed

5.28

0.024 2.645 98 .010


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Equal variances not

assumed3.239 63.074 .002

Brand personality Equal variances

assumed.710 .402 -.627 98 .532

Equal variances not

assumed

-.591 37.457 .558

Advertisements Equal variancesassumed

.560 .456 .562 98 .576


.596 45.797 .554

Word of mouth Equal variances

assumed.545 .462 -1.294 98 .199


-1.429 49.744 .159

Price Equal variancesassumed

4.075

.046 .000 98 1.000


.000 53.867 1.000

Psychographics Equal variances

assumed.235 .629 -.158 98 .875

Equal variances not

assumed-.164 43.906 .871

Urbanization Equal variances

assumed.649 .422 1.925 98 .057

Equal variances not

assumed2.043 45.889 .047

Promotions Equal variances

assumed

1.49

9.224 .102 98 .919

Equal variances not

assumed.114 51.268 .910

Proximity Equal variances

assumed.229 .633 -.084 98 .933

Equal variances not

assumed-.080 38.570 .936




The above table shows that only quality and urbanization can have significant difference in

gender as they have a p-value of less than 0.05.


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Table 8: Group Statistics

Gender N Mean

Quality Male 25 3.4200

Female 75 2.6667

Urbanization Male 25 3.8600

Female 75 3.5300

The males are more affected by quality than females as they have a higher mean. With respect to

urbanization, the males are more affected than females as the mean for males is high.

ANOVA:

The ANOVA has been conducted to see the significant difference between the income groups

with respect to different variables.

Table 9: ANOVA for Income

Sum ofSquares df MeanSquare F Sig.

Consumer

behavior

Between

Groups.090 2 .045 .098 .906

Within

Groups44.238 97 .456

Total 44.327 99

Consumer

preference

Between

Groups1.110 2 .555 .910 .406

Within

Groups59.162 97 .610

Total 60.271 99Decline in sales Between

Groups1.088 2 .544 .774 .464

Within

Groups68.213 97 .703

Total 69.301 99

Brand loyalty Between

Groups.136 2 .068 .129 .879


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Within

Groups51.326 97 .529

Total 51.462 99

Quality Between

Groups3.447 2 1.723 1.070 .347

WithinGroups

156.201 97 1.610

Total 159.648 99

Brand

personality

Between

Groups1.133 2 .566 .968 .383

Within

Groups56.746 97 .585

Total 57.879 99

Advertisements Between

Groups.362 2 .181 .545 .582

Within

Groups32.205 97 .332

Total 32.566 99

Word of mouth Between

Groups1.048 2 .524 .720 .489

Within

Groups70.591 97 .728

Total 71.639 99

Price Between

Groups.982 2 .491 .978 .380

WithinGroups

48.698 97 .502

Total 49.680 99Psychographics Between

Groups1.142 2 .571 1.078 .344

Within

Groups51.378 97 .530

Total 52.520 99

Urbanization BetweenGroups

.838 2 .419 .737 .481

Within

Groups55.208 97 .569

Total 56.047 99

Promotions BetweenGroups

1.997 2 .999 1.127 .328

WithinGroups

85.970 97 .886

Total 87.968 99

Proximity Between

Groups22.047 2 11.023 .937 .395


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Within

Groups

1141.34

397 11.766

Total 1163.39

099




The p value for all the variable is greater than 0.05 suggesting that there is no significant

difference between the incomes groups with respect to any of the variables.

Regression:Consumer behavior:




Table 10

R square 0.089

F-value .864

The value of R square is greater than 0.05 proving that there is no significant relationship

between the dependent and the independent variables. The value of R square is 0.089 > 0.05.

This proves that the dependent variable is not affected by any of the selected independent

variables.

Consumer preference:



(Promotions) + (Quality) + (Market Research) + (Word of Mouth)


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Table 11

R square .121

F-value 1,227

The p value is greater than 0.05. it is 0.285 which is much greater than the desired p value.

Therefore, the null hypothesis is accepted. The R square value further proves the fact that there is

no significant relationship between the dependent and the independent variables.

Decline in sales:




Table 12

R square .134

F-value 1.381

The above values indicate that there is no significant relationship between the dependent and the

independent variables.


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Appendix

Questionnaire (Customers)

The questionnaire has been designed to observe the satisfaction levels and preferences

regarding the consumer preferences towards Al Fatah. The information provided wouldremain confidential. Your sincere cooperation would be appreciated. Circle your choice.

1 2 3 4 5 7

Strongly

Disagree

Disagree Neutral Agree Strongly

Agree

No

Opinion

Consumer behavior (Wang, 2010)

Comparing with other brands which factors aid in choosing Al Fatah

1 Brand identity 1 2 3 4 5 7

2 Variety 1 2 3 4 5 7

3 Fashion trend 1 2 3 4 5 74 Social status 1 2 3 4 5 7

Consumer buying preferences (Jonston & Donath, 2001)

1 I have purchased products which are more expensive but have a long life 1 2 3 4 5 7

2 I have purchased a house hold appliance as it consumes less energy than others 1 2 3 4 5 7

3 I do not buy products that harm the environment 1 2 3 4 5 7

Decrease in sales (Ridgway, 1994)

1 I would start purchase more if I have more money 1 2 3 4 5 7

2 I would start buying more if I have more time 1 2 3 4 5 7

3 I would not buy if I want to save money 1 2 3 4 5 7

4

Brand Loyalty (Yoo, Donthu, 2000)

1 When it comes to buying Al Fatah would be my first choice 1 2 3 4 5 7

2 II will not buy other brands if they are not available at the Al Fatah 1 2 3 4 5 7

3 I consider myself to be loyal to Al Fatah 1 2 3 4 5 7

Quality (Yoo, Donthu, 2000)

1 The likely quality of products in the store is very high 1 2 3 4 5 72 The likelihood that Al Fatah products would be functional is very high 1 2 3 4 5 7

Brand personality (Kim, 2005)

1 My brand offers a high value of service 1 2 3 4 5 7

2 My brand is expensive 1 2 3 4 5 7

3 My brand has a differentiated image from other brands 1 2 3 4 5 7


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Advertisements (Lee & Edward, 2002)

When the modern Al Fatah ads were shown, they were:

1 Distracting 1 2 3 4 5 72 Disturbing 1 2 3 4 5 7

3 Forceful 1 2 3 4 5 7

4 Interfering 1 2 3 4 5 7

5 Attractive 1 2 3 4 5 7

Word of mouth (Hong & Ha, 2006)

1 I trust specific word of mouth associated with my purchase 1 2 3 4 5 7

2 I am interested in information I receive through word of mouth communication 1 2 3 4 5 7

3 I can believe information I acquire through friends or colleagues 1 2 3 4 5 7

Price (Ridgway & Netemeyer, 1993)

1 I am willing to go to extra efforts to find lower prices 1 2 3 4 5 7

2 I will visit more than one shop to take advantage of low prices 1 2 3 4 5 7

3 The money saved by finding low prices is usually not worth time & effort 1 2 3 4 5 7

4 I would never shop at more than one store to find low prices 1 2 3 4 5 7

5 The time it takes to find low prices is usually not worth the effort 1 2 3 4 5 7

Psychographics (Martinez & Montaner, 2006)

1 I feel like trying new brands 1 2 3 4 5 7

2 I can avoid buying always the same brands 1 2 3 4 5 7

3 I am willing to make an effort to shop at my favorite store 1 2 3 4 5 7

4 I think shopping is a chore 1 2 3 4 5 7

5 I think shopping is boring 1 2 3 4 5 7

Urbanization (Poel & Donnell, 2009)

1 Population has increased in the last 10 years 1 2 3 4 5 7

2 Traffic has increased in the last 5 years 1 2 3 4 5 7

3 Now a days people see more cars than 5 years back 1 2 3 4 5 7

4 Birth planning is getting more common today 1 2 3 4 5 7

Promotions (Martines & Montaner, 2006)1 I clip discount coupons from newspapers and magazines 1 2 3 4 5 7

2 I tale along coupons and use them when I shop 1 2 3 4 5 7

3 I scan flyers before shopping 1 2 3 4 5 7

Proximity(Martines & Montaner, 2006)

1 I always like to shop near my own house 1 2 3 4 5 7


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2 I prefer going to the shop which is on my way 1 2 3 4 5 7

3 I like to shop at my favorite place 1 2 3 4 5 7

4 When I shop I never care about distance 1 2 3 4 5 7

Demographics

Gender: Male Female Area:

Income: Rs. 30,000Rs. 60,000 Rs. 60,000Rs. 90,000 Rs.

90,000 and more


45/47

Questionnaire (Customers)

The questionnaire has been designed to observe the satisfaction levels and preferences

regarding the consumer preferences towards Al Fatah. The information provided would

remain confidential. Your sincere cooperation would be appreciated. Circle your choice.

1 2 3 4 5 7

StronglyDisagree

Disagree Neutral Agree StronglyAgree

NoOpinion

Comparing with other brands which factors aid in choosing Al fatah

1 Brand identity 1 2 3 4 5 7

3 Variety 1 2 3 4 5 7

4 Fashion trend 1 2 3 4 5 75 Social status 1 2 3 4 5 7

1 I have purchased products which are more expensive but have a long life 1 2 3 4 5 7

2 I have purchased a house hold appliance as it consumes less energy than others 1 2 3 4 5 7

3 I do not buy products that harm the environment 1 2 3 4 5 7

1 When it comes to buying Al Fatah would be my first choice 1 2 3 4 5 7

2 II will not buy other brands if they are not available at the Al Fatah store 1 2 3 4 5 73 I consider myself to be loyal to Al Fatah 1 2 3 4 5 7

1 The likely quality of products in the store is very high 1 2 3 4 5 7

2 The likelihood that Al Fatah products would be functional is very high 1 2 3 4 5 7

1 My brand offers a high value of service 1 2 3 4 5 7

2 My brand is expensive 1 2 3 4 5 7

3 My brand has a differentiated image from other brands 1 2 3 4 5 7

When the Al fatah ads were shown, they were:

1 Distracting 1 2 3 4 5 7

2 Disturbing 1 2 3 4 5 7

3 Forceful 1 2 3 4 5 7

4 Interfering 1 2 3 4 5 7

5 Attractive 1 2 3 4 5 7


46/47

1 I trust specific word of mouth associated with my purchase 1 2 3 4 5 7

2 I am interested in information I receive through word of mouth communication 1 2 3 4 5 7

3 I can believe information I acquire through friends or colleagues 1 2 3 4 5 7

1 I am willing to go to extra efforts to find lower prices 1 2 3 4 5 7

2 I will visit more than one shop to take advantage of low prices 1 2 3 4 5 7

3 The money saved by finding low prices is usually not worth time & effort 1 2 3 4 5 7

4 I would never shop at more than one store to find low prices 1 2 3 4 5 7

5 The time it takes to find low prices is usually not worth the effort 1 2 3 4 5 7

1 I feel like trying new brands 1 2 3 4 5 7

2 I can avoid buying always the same brands 1 2 3 4 5 7

3 I am willing to make an effort to shop at my favorite store 1 2 3 4 5 7

4 I think shopping is a chore 1 2 3 4 5 7

5 I think shopping is boring 1 2 3 4 5 7

1 Population has increased in the last 10 years 1 2 3 4 5 72 Traffic has increased in the last 5 years 1 2 3 4 5 7

3 Now a days people see more cars than 5 years back 1 2 3 4 5 7

4 Birth planning is getting more common today 1 2 3 4 5 7

1 I clip discount coupons from newspapers and magazines 1 2 3 4 5 7

2 I tale along coupons and use them when I shop 1 2 3 4 5 7

3 I scan flyers before shopping 1 2 3 4 5 7

1 I always like to shop near my own house 1 2 3 4 5 7

2 I prefer going to the shop which is on my way 1 2 3 4 5 7

3 I like to shop at my favorite place 1 2 3 4 5 7

4 When I shop I never care about distance 1 2 3 4 5 7

1 I would start purchase more if I have more money 1 2 3 4 5 7

2 I would start buying more if I have more time 1 2 3 4 5 7


47/47

3 I would not buy if I want to save money 1 2 3 4 5 7

Demographics

Gender: Male Female Area:

Income: Rs. 30,000Rs. 60,000 Rs. 60,000Rs. 90,000 Rs.

90,000 and more

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