FACTORS AFFECTING CONSUMER PURCHASE INTENTION TOWARDS CONSUMER DURABLES

8/9/2019 FACTORS AFFECTING CONSUMER PURCHASE INTENTION TOWARDS CONSUMER DURABLES

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PROJECT REPORT

ON

FACTORS AFFECTING CONSUMER PURCHASE INTENTIONTOWARDS CONSUMER DURABLES

(A COMPERATIVE STUDY OF LG & VIDECON)

UNDER GUIDANCE

Prof. S.k.Chadha

In the partial fulfillment of the requirementsof the Final Project

for the degree of Masters in Business Administration

Submitted By

Navdeep MBA Internationa B!"ine"" Univer"it# B!"ine"" S$hoo

Pan%a& Univer"it#' Chandi(arh

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AC)NO*+EDGEMENT

I a, over-he ,ed -ith p ea"!re and deep "en"e of (ratit!de to-ard" Univer"it# B!"ine"" S$hoo 'Chandi(arh for (ivin( ,e "!$h an opport!nit# to do the re"ear$h pro%e$t -hi$h ha" opened ,# vi"ion to-ard"ri$h e perien$e of the theor# i,p i$ation" and pra$ti$a app i$ation" "t!died in the MBA $o!r"e.

I e pre"" a heartfe t thank" to ,# (!ideProf. S.K.Ch !h -ho ha" he ped ,e in $hoo"in( and doin( thi" pro%e$t./e provided ,e -ith (!idan$e' in"piration' per"pe$tive and "ti,! atin( di"$!""ion thro!(ho!t the pro$e"" of thi" pro%e$t. /e ha" a$ted a" the $on"tant ,otivatin( for$e for dire$tin( ,e to-ard" ri(ht path for the $o,p etion of thi" pro%e$t.

Dated: Mar$h 01' 0213 Place: Chandi(arh

Submitted By

NavdeepMBA 4 Internationa B!"ine""Univer"it# B!"ine"" S$hooPan%a& Univer"it#' Chandi(arh

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DECLARATION

I' Navdeep de$ arin( that a the infor,ation (iven in thi" pro%e$t report tr!e and $orre$t a" far a" I kno-.

I a, a "o de$ arin( that a the -ork in thi" pro%e$t i" done ,e and n$opied fro, an#-here.

NavdeepMBA 4 Internationa B!"ine""Univer"it# B!"ine"" S$hooPan%a& Univer"it#' Chandi(arh

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CERTIFICATE

Thi" i" to $ertif# thatMr. N "!##$ -ho i" the "t!dent of U% "#r'B*' %#'' S+hoo,- P % / U% "#r' - Ch %! 0 rh ha" $o,p eted hi" pro%e$t onthe topi$1FACTORS AFFECTING CONSUMER PURCHASE INTENTION TOWARDSCONSUMER DURABLES (A COMPERATIVE STUDY OF LG & VIDECON)2 !nder ,# (!idan$e.

/e ha" done thi" pro%e$t hi,"e f. I -i"h hi, "!$$e"" in f!t!re.

Prof. S.K.Chadha

University Business School

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PREFACE

There i" a fa,o!" "a#in( 5The theor# -itho!t pra$ti$a i" a,e and pra$ti$a -itho!t theor# i" & ind.6

Thi" ,odern era i" era of $on"!,er". Con"!,er" "ati"f# the,"e ve" a$$ordin( to their need" andde"ire"' "o the# $hoo"e that $o,,odit# fro, -here the# e tra$t ,a i,!, "ati"fa$tion.

It ha" &een identified that in the &e(innin( of 01"t $ent!r# the ,arket -a" o&"erved a dra"ti$$han(e. The "!$$e""f! &rand pre"ent" it"e f in "!$h a -a# that &!#er" &!# the, in "pe$ia va-hi$h ,at$h their need". Marketin( i" an i,portant part of an# &!"ine"" and adverti"e,ent i" the

,o"t i,portant part of ,arketin(.

O!r in"tit!tion ha" $o,e for-ard -ith the opport!nit# to &rid(e the (ap i,partin( ,odern"$ientifi$ ,ana(e,ent prin$ip e !nder #in( the $on$ept of the f!t!re pro"pe$tive ,ana(er".

To the e,pha"i" on pra$ti$a a"pe$t of ,ana(e,ent ed!$ation the Univer"it# B!"ine"" S$hoo 'Pan%a& Univer"it#'handigarh has -ith a ,odern "#"te, of pra$ti$a trainin( of rep!te andfo o-in( ,ana(e,ent te$hni7!e to the "t!dent a" inte(ra part of Ma"ter de(ree. in a$$ordin(

-ith the a&ove o& i(ation !nder (oin( pro%e$t in1FACTORS AFFECTING CONSUMER PURCHASE INTENTION TOWARDS CONSUMER DURABLES ( A COMPERATIVE

STUDY OF LG & VIDECON )2 Certain # thi" ana #"i" e p ore" ,# a&i itie" and "tren(th to itf! e"t e tent for the a$hieve,ent of or(ani8ation a" -e a" ,# per"ona (oa.

(Navdeep

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CONTENTS

1. A$kno- ed(e,ent 00. De$ aration 99. Certifi$ate 33. Prefa$e ::. Introd!$tion ;

3.4 *or d-ide $on"!,er e e$troni$" ,arket <3.5 Indian Con"!,er D!ra& e" Ind!"tr# =>123.6 Brand in $on"!,er d!ra& e "e$tor 113.7 Ind!"tr# ana #"i" 10>133.3 Market trend" 1:3.8 Market "e(,ent 1:>1?

?. "$ope of "t!d# 1;;. Revie- of +iterat!re 1;>1<9311. Con$ !"ion and S!((e"tion" 93

10. Referen$e" 9:>9?19. @!e"tionnaire 9;>9=

3. I% ro!*+ o%

Ever# $o,pan# ha" a pri,e (oa of &!i din( po"itive re ation"hip" -ith the $!"to,er $reatin(va !e. Co,panie" $an a$hieve thi" (oa t-o -a#" ph#"i$a # de"i(n' ta"te' feat!re"' et$. a p"#$ho o(i$a # &rand e7!it#' $redi&i it#' adverti"e,ent"' et$ . Co,panie" ,!"t pre"ent th prod!$t" -ith a !ni7!e and "!perior 7!a it# to (ain the $o,petitive advanta(e. B# a$hievin(the"e (oa "' $o,panie" $an in$rea"e their $a"h f o-' profita&i it#' o#a t# and &rand e tenopport!nitie". /o-ever' $!"to,er" are fa$ed a ,#riad of prod!$t". The# per$eive ea$h

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prod!$t -ith a different per$eption' -hi$h p a#" an i,portant ro e in $on"tr!$tion of p!r$ha"in(intention"..Thi" "t!d# i" $ond!$ted to "t!d# fa$tor" -hi$h are inked -ith $on"!,er p!r$ha"eintention. *e intend to pro$eed -ith the re"ear$h keepin( theI%! % Co%'*9#r D*r /,#'I%!*' r a" o!r ,ain fo$!".The"e fo!r fa$tor" "t!died are

4) Br %! #:*5) Pr +#6) A!"#r '#9#%7) Br %! +r#! / ,

Br %! #:* It i" a & end of &rand a-arene""' &rand a""o$iation' per$eived 7!a it# and &o#a t#. A the fo!r attri&!te" of &rand e7!it# affe$t" the &rand per$eption' -hi$h ! ti,a

affe$t" the p!r$ha"e intention.Pr +# %! /r %! or 0 % +o*% r The pri$e of prod!$t ha" a -a#" &een the &ehind the "!$$e"and fai !re of the &rand. No-ada#" $on"!,er" are a "o $on"$io!" a&o!t the p a$e the &ra$o,e" fro,.

A!"#r '#9#% Adverti"e,ent" i" the fir"t i,pre""ion that the &rand ,ake" &efore the$on"!,er. /en$e it i" of !t,o"t i,portan$e for an# &!"ine"" to "!$$eed.

Br %! +r#! / , It i" the $on"!,er" &e ieva&i it# in the prod!$t infor,ation $ontained in th &rand' -hi$h re7!ire" that the $on"!,er per$eive" the &rand a" havin( a&i it# and -i in(ne""

de iver -hat ha" &een pro,i"ed.

5.1 Wor,!; !# +o%'*9#r #,#+ ro% +' 9 rho,e ,o&i e phone"' di(ita $a,era or in>$ar CD DFD p a#er" ' offerin( ,!f!n$tion".

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The revo !tion &ro!(ht a&o!t Di(ita te$hno o(# ha" ena& ed the $on"!,er e e$troni$" "to profit fro, the (ro-in( intera$tion of di(ita app i$ation" "!$h a" $a,$order"' DFD p a#er re$order' "ti $a,era' $o,p!ter ,onitor' +CD TF et$. It ha" a "o -itne""ed thee,er(en$e of ,o&i e te e$o,,!ni$ation" te$hno o(#' in$orporatin( &oth di(ita vi"!a and

di(ita MP9 $apa&i itie". The $o,p!ter ind!"tr# ha" a "o &enefited &ein( a& e to ,ake it"into $on"!,er " ivin( roo,". /DTF " -ith FGA $onne$tion" and SD MMC $ard " ot"' per"ona,edia p a#er"' and Mi$ro"oft>&a"ed Media Center PC" have p!"hed the t-o ind!"trie" even$ o"er to(ether than &efore.

The India Con"!,er E e$troni$" Report provide" ind!"tr# profe""iona " and "trate(i"t"' $orporatana #"t"' e e$troni$" a""o$iation"' (overn,ent depart,ent" and re(! ator# &odie" -ithindependent fore$a"t" and $o,petitive inte i(en$e on India " $on"!,er e e$troni$" ind!"tr#.

India " $on"!,er e e$troni$" devi$e" ,arket' defined a" the addre""a& e ,arket for $o,p!tin(devi$e"' ,o&i e hand"et" and AF prod!$t"' i" pro%e$ted at a&o!t USH0=.3&n in 0211. Thi" i"

e pe$ted to in$rea"e to USH:2.?&n 021:' driven ri"in( in$o,e" and (ro-in( afforda&i it#On # nine o!t of 1'222 peop e in India o-n a $o,p!ter' one>fifth of the eve in China' -hi eIndian hand"et pop! ation penetration i" a&o!t :; .

Spendin( on $on"!,er e e$troni$" devi$e" i" pro%e$ted to (ro- at an overa CAGR$o,po!nded ann!a (ro-th rate of 13 thro!(h 021:' -ith the ke# "e(,ent" in$ !din( o->

$o"t ,o&i e hand"et"' $o or TF"' "et>top &o e" and note&ook $o,p!ter". In 0212 de,and for+ED TF "et" (re- "tron( #' and to!$h "$reen phone" -ere another (ro-th area.

Con"!,er e e$troni$" ,an!fa$t!rer"' after "!fferin( a rare dip in "a e" a"t #ear' are hopin( to &o!n$e &a$k in 0212 -ith ",art phone"' e>reader" and ",a er aptop" eadin( the -a#.

3.5 I%! % Co%'*9#r D*r /,#' I%!*' r =

The Indian Con"!,er E e$troni$ Ind!"tr# i" "et for a "!"tained (ro-th over the on( ter,' po-ered the ri"e in the di"po"a& e in$o,e' in$rea"ed prod!$t a-arene""' afforda& pri$in(' overa deve op,ent in "ervi$e" and ind!"tria "e$tor" and infra"tr!$t!rdeve op,ent in "!&!r&an and r!ra area". Theo*%0 0#%#r o%' -hi$h i" pri,ari #do,inatin( the Indian $on"!,er ,arket' i" &e$o,in( in$rea"in( # "ophi"ti$ated and -i in(to !p(rade to ne- te$hno o(ie" and ate"t prod!$t".

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To keep pa$e -ith the fa"t $han(in( Indian $on"!,er d!ra& e" ,arket' fir," have todifferentiate their prod!$t" in the area" of re evan$e to the $on"!,er"' innovate in te$hno o(#deve op a "tron( ( o&a net-ork' and find ,ore effe$tive -a#" of pro,otion and di"tri&!tion.The prod!$t" and the approa$h to the ,arket need to &e $!"to,i8ed to "!it the !ni7!e need"of the $on"!,er". Severa Indian and MNC p a#er" are ookin( to "tren(then their pre"en$in India to evera(e thi" opport!nit#

The $on"!,er d!ra& e" "e$tor raked in reven!e" -orth USH ;.9 &i ion in K10. Gro-th ha &een hea th# over the #ear"' re$ordin( a $o,po!nded ann!a (ro-th rate CAGR of 12.< p$ent over K29>10. The ,arket i" e pe$ted to do!& e at a CAGR of 13.< per $ent to reaUSH 10.: &i ion in K1: fro, USH ?.9 &i ion in K12.

De,and for $on"!,er d!ra& e" in India ha" &een (ro-in( on the &a$k of ri"in( in$o,e".

Thi" trend i" "et to $ontin!e even a" other fa$tor" ike ri"in( r!ra in$o,e"' in$rea"in(!r&ani8ation' a (ro-in( ,idd e $ a""' and $han(in( ife"t# e" $han(e" aid de,and (ro-th inthe "e$tor. Con"e7!ent #' ind!"tr# ana #"t" e pe$t the "e$tor to po"t a CAGR of 1: per $eover 0212>1:. In$rea"in( e e$trifi$ation of r!ra area" and -ide !"a&i it# of on ine "a-o! d a "o aid (ro-th in de,and.

The Govern,ent of India GOI ha" a o-ed 122 per $ent forei(n dire$t inve"t,ent DI e e$troni$" hard-are>,an!fa$t!rin( !nder the a!to,ati$ ro!te. The (overn,ent ha" a "ored!$ed the e $i"e d!t# to ? per $ent on i(ht>e,ittin( diode +ED a,p" and +ED" re7!iredfor ,an!fa$t!re of "!$h a,p". !rther' E e$troni$ /ard-are Te$hno o(# Park E/TP

S$he,e provide" &enefit"' "!$h a" d!t# -aiver" and ta in$entive"' to $o,panie" -hi$hrep a$e $ertain i,port" -ith o$a ,an!fa$t!rin(

The $on"!,er d!ra& e" ,arket i" divided into t-o "e(,ent" 4 d!ra& e"' a "o kno-n a" the &ro-n (ood" te evi"ion' di(ita $a,era' a!dio>video "#"te,"' $o,p!ter"' e e$troni$a$$e""orie"' et$ and $on"!,er app ian$e" or the -hite (ood" air $onditioner"' refri(erator",i$ro-ave oven"' other ho!"eho d app ian$e"' et$. .

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In it" initia #ear"' the "e$tor re ied (reat # on ,edia and adverti"in( for $on"!,er penetration. +i&era i8ation of ,arket" in ate 1==2" "a- the entr# of ( o&a p a#er" Sa,"!n( and +G and a "hift in fo$!" to-ard" prod!$t innovation. A$$e""i&i it# to hi(h>end prod!$t" -a"' ho-ever' o- ti ,id 0222". +a"t fe- #ear" ha" "een hi(h end andin"pirationa prod!$t" ike air $onditioner" and /i(h Definition TF" (ain "tron(ho d in th,arket.

The $on"!,er d!ra& e" "e$tor i" ,arked "tiff $o,petition &et-een ,arket p a#er" toa!n$h ne-er ,ode " and ver"ion" of prod!$t"' di"$o!nt" and "$he,e". The ke# p a#er" in

the $on"!,er d!ra& e" "e$tor are MNC" ike +G' Sa,"!n(' B !e Star' Daikin' /ita$hi' Son#'

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et$. +G and Sa,"!n( a$$o!nt for the ar(e"t "hare" of the ,arket' and it i" e"ti,ated thatIndia " "hare in their ( o&a reven!e" -i do!& e to 10 per $ent in K1: fro, ? per $en

K12 and "i,i ar # fro, 0.: per $ent to : per $ent re"pe$tive #.

3.6 BRANDS IN CONSUMER DURABLE SECTOR

MNC' NATIONAL REGIONAL+G SAMSUNG )OREA ONIDA BUS//KUNDAI FIDEOCON CRO*N BP+ SA+ORATC+ C/INA GODREJ T>SERIES/AIER FO+TAS *ESTON I B OS)AR P/I+IPS /O++AND

PANASONIC S/ARP /ITAC/I SANSUI JAPANA)AI AI*A*/IR+POO+

India " Con"!,er D!ra& e ind!"tr# i" do,inated "o,e of the top p a#er" ike Fo ta")e vinator' A -#n and Godre%' &!t after i&era i8ation ,an# forei(n $o,panie" ha" aentered the $on"!,er d!ra& e ind!"tr# in India. So,e of the ,a%or $ate(or# of (ood $o,in(!nder $on"!,er d!ra& e ind!"tr# i" -a"hin( ,a$hine"' air>$onditioner"' refri(erator" andCTF".

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3.7 Co%'*9#r D*r /,#' %!*' r % , ' '

Por #r>' F "# For+#' Mo!#,A tho!(h the Indian Con"!,er d!ra& e" ,arket i" hi(h # $o,petitive' the hi(h (ro-th rate"that it pro,i"e" ,ake it a (ood ind!"tr# to enter.

Thr# of N#; E% r % '

C $ , R#:* r#9#% ' %! E+o%o9 #' of S+ ,#=In the $a"e of retai "tore"' there i" a$k of (ood di"tri&!tion net-ork and a$k of kno- ed(e of $on"!,er &!#in( pattern" -hi$h $a " for ar(e inve"t,ent in di"tri&!tion$hanne " and re"ear$h to i,prove the rea$h. E$ono,ie" of "$a e i" re7!ired in a" there are

ar(e fi ed $o"t" a""o$iated -ith "ettin( !p a ,an!fa$t!rin( p ant a" there are pro& e," of !nder>deve oped infra"tr!$t!re' errati$ "!pp # of -ater and e e$tri$it# in ,an# area"' a hi(h$o"t of $apita and $ontin!o!" !p (radation of te$hni$a and ,ana(eria "ki ".

S*$$, Ch % I''*#'=The e i"ten$e of too ,an# inter,ediarie" in the "!pp # $hain $o!p ed -ith i""!e" in

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o(i"ti$"' ,ana(e,ent of POS data' pi fera(e and di"tri&!tion and inventor# ,ana(e,ent'eat" a-a# the profit" of the retai er' ,akin( it !nattra$tive for neentrant"

Pro!*+ D ff#r#% o%=

Tho!(h the a-arene"" i" in$rea"in( a,on("t the Indian $on"!,er"' retai er" and ,an!fa$t!rer" are !na& e to in$rea"e &rand o#a t#. The Indian $on"!,er i" ver# pri$"en"itive and hen$e he keep" hopin( fro, one p a$e to another' h!ntin( for (ood dea ".S-it$hin( $o"t" var# a,on("t the e e$troni$ $ate(orie". or in"tan$e' the "-it$hin( $o"t" in,o&i e phone" are hi(h' a" $on"!,er" -ho are !"ed to one &rand find it diffi$! t to !"eanother &rand. /o-ever' for te evi"ion"' $a,era"' and even aptop"' $on"!,er" are read# totr# ne- &rand" &a"ed on pri$e for feat!re" offered and "ervi$e 7!a it# or rep!tation of th &rand.

Go"#r%9#% Po, + = B# en$o!ra(in( ,an!fa$t!rin( 8one" and i,provin( the infra"tr!$t!re' the (overn,ent i"

deve opin( the entire ,an!fa$t!rin( "e$tor' -hi$h -i he p in &oo"tin( the e e$troni$ prod!$tion in India' -hi$h ha" traditiona # &een a ver# ",a " i$e of the over,an!fa$t!rin( "e(,ent. *hi e the (overn,ent i" tr#in( to en$o!ra(e the (ro-th of the retaiand ,an!fa$t!rin( ind!"trie" in India' there are "o,e po i$ie" -hi$h need to &e ooked at.

L The d!t# "tr!$t!re for e e$troni$" add" !p to 92 -hi$h i" a "i(nifi$ant a,o!nt. Thi" i" ,ain #d!e to the ,! tip e ta "tr!$t!re -hi$h $on"i"t" of 10 FAT' < e $i"e' 3 Good" andServi$e Ta ' 0 Centra Sa e" Ta and +o$a ta e".

L The DI po i$# i,it" to :1 "take for forei(n inve"tor"' -hi$h for$e" forei(n retai er" to !"efran$hi"e arran(e,ent"' and in the ,an!fa$t!rin( "e$tor' the DI i" 122 favo!rin( forei(ninve"tor"

L E i"ten$e of the (re# ,arket d!e to poor (overn,ent re(! ation" to keep $o!nterfeit" at &a#$o!p ed -ith the a$k of $on"!,er kno- ed(e and e(a re$o!r"e en$o!ra(e" ,an!fa$t!rer"to $h!rn o!t "p!rio!" prod!$t" -hi$h $an ead to o"t "a e" of the t!ne of 12>1: .

L Red tape" and &ri&er# in the Indian (overn,ent "#"te, i" a "o a "t!,& in( & o$k for ne- retai er" or ,an!fa$t!rer".

Takin( into $on"ideration the po"itive" and ne(ative"' India "ti offer" a (ood $han$e for neentrant" and hen$e thehr# ' +o%' !#r#! o /# ,o; o 9o!#r #.

B r0 % %0 Po;#r of B* #r'

*ith the e,er(en$e of ne- $hanne " ike the internet' a!$tion "ite" ike rediff.$o,' the(enera $on"!,er &!#er" -ho !"!a # p!r$ha"e e e$troni$ (ood" fro, e e$troni$ retai eh#per ,art"' ,!"i$ and &ook "tore"' $an ea"i # $o,pare pri$e" and (o for the &e"t dea " into-n. Tho!(h the &etter &rand" $an $o,,and a hi(her pri$e' &!#er" are $on"tant #

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$o,parin( pri$e"' "ervi$e 7!a it# and prod!$t feat!re" and hen$e $o,,and" a9o!#r # oh 0h $o;#r in thi" ind!"tr#.

+ar(e $hain "tore" ike Tata Cro,a' E> one have di"tin$t advanta(e over the ",a er "tana one "tore" a" the# $an de,and (ood di"$o!nt" "!pp ier". A" &rand" p a# an i,portant ro

in the e e$troni$" ,arket' the retai er" find it diffi$! t to inte(rate &a$k-ard" to prod!$e theo-n e e$troni$ (ood" a" in the $a"e of private food a&e ". Con"iderin( the ,arket d#na,i$and the "i8e of the ,arket' the &!#er" have ,oderate to hi(h po-er in the $on"!,er e e$troni$" ind!"tr#

B r0 % %0 $o;#r of '*$$, #r'

The &i((e"t threat i" the trend of ar(e "!pp ier" inte(ratin( for-ard a" in the $a"e of DeApp e' Nokia' "ettin( !p their o-n retai o!t et". /o-ever' in the Indian e e$troni$$onte t' there are a ar(e n!,&er of "!pp ier" in the ,arket -ho fa$e over$apa$itie"' poor

di"tri&!tion' ar(e d!tie"' and de$ inin( ,ar(in" and hen$e the &ar(ainin( po-er for "!pp ier"i" e"" and $o,petitive pri$in( $o,e" into p a#. *ith ,ore $o,panie" "ettin( !p the,an!fa$t!rin( p ant" in India' ike Nokia in the "o!th' the &ar(ainin( po-er of "!pp ier" i"definite #,o; o 9#! *9 . Prod!$t differentiation i" ,ore and ,ore diffi$! t in the $on"!,er e e$troni$" ind!"tr# and the e i"ten$e of $heap Chine"e "!pp ier" a "o add" -oe" to t"!pp ier".

I% #%' of R " ,r 9o%0' #? ' %0 $, #r'

There are fe- ke# p a#er" in the $on"!,er e e$troni$ ,arket' &!t a" the# are part of &i(Indian &!"ine"" (ro!p"' the# have a ot of ,!"$ e po-er and hen$e the inten"it# of riva r#$an &e p a$ed at a9 ! ,#"#, . Tho!(h fa$tor" "!$h a" hi(h tran"port and "tora(e $o"t"' a$k of differentiation' ar(e inve"t,ent"' and o- "-it$hin( $o"t" tend to inten"if# the riva r#' thefa$t that the ,arket i" on # at the na"$ent "ta(e -ith pro,i"e" of hi(h (ro-th rate" of 1?$o!p ed -ith the diver"e need" of $!"to,er (ro!p"' and an !ntapped r!ra ,arket thee i"tin( p a#er" "ee, to &e en%o#in( a re ative # o- riva r#.

Thr# of S*/' * #' The threat of "!&"tit!te" for the ,an!fa$t!rer" of the"e e e$troni$ (ood" i" ,edi!, to hi(h

!n ike the $a"e of -hite (ood". A" ne- te$hno o(# enter" the ,arket at in$rea"in( pa$e' the,an!fa$t!rer" and retai er" need to !nder"tand the $on"!,er need". or in"tan$e the FCR -a" rep a$ed the DFD p a#er -hi$h -i "oon &e rep a$ed a B !e Ra# P a#erin$orporation of $a,era in the ,o&i e phone" i" definite # a threat to the $a,era ,arket./en$e prod!$t innovation" in thi" "e(,ent are ver# hi(h and p a#er" in thi" ind!"tr# need to,indf! of thi".

14


15/39

3.3 M r"tandin( i,a(e of &ein( the ho,e,aker. Toda#' "hei" r!&&in( "ho! der" -ith ,en' provin( her"e f to &e e7!a # (ood' if not &etter. *orkin(-o,en have their o-n ,ind in de$i"ion to p!r$ha"e the prod!$t" that appea to the,.

Th# Yo* h The 5ri"e of ne t (eneration6 ha" &een -ritten a&o!t -ith !n&rid ed opti,i", and Enth!"ia",' &a"ed on the $o,in( of a(e of i&era i8ation $hi dren. The# are ( o&a in the

-or d-ide vie- and have &een e po"ed to enor,o!" infor,ation !n ike their parent" rai"eda,id"t a $on"!,ption>friend # and $on"!,ption en$o!ra(in( "o$ia di"$o!r"e. The# aree pe$ted to &e at the forefront of $reatin( a ne-' ,odern' -e"t>e,&ra$in( $on"!,er "o$iet#'a" -e a" #ie d the de,o(raphi$ dividend that -i drive e$ono,i$ (ro-th.

1!


16/39

F + or' h ; ,, !r "# 0ro; h % h ' '#+ or In$rea"ed di"po"a& e in$o,e" and (reater a$$e""i&i it# to $redit i" (ro-in( the $on"!,er

&a"e' e"pe$ia # in the ,idd e and !pper "e$tion" of the pop! ation.

Re a ation of tariff" and in$rea"ed i&era i8ation a,id a favora& e DI environ,eneadin( to e pan"ion in India' in$rea"ed inve"t,ent" and (reater R D. )e# p a#er" ike*hir poo ' /ita$hi' and Pana"oni$ anno!n$ed h!(e inve"t,ent p an" in the $o,in( #ear".LG E,#+ ro% +' I%+. i" a So!th )orean ,! tinationa e e$troni$" $o,pan# head7!arteredinKeo!ido>don(' Seo! ' and a ,e,&er of the +G Gro!pchaebol . The $o,pan# operate" it" &!"ine"" thro!(h five divi"ion" Mo&i e Co,,!ni$ation"' /o,e Entertain,ent' /o,eApp ian$e"' Air Conditionin(' and Ener(# So !tion". It i" the -or d " "e$ond> ar(te evi"ion ,an!fa$t!rer after Sa,"!n( E e$troni$" ' and the -or d " fo!rth> ar(e"t ,o&i phone ,aker !nit "a e" in the third 7!arter of 0219

+G e e$troni$" -a" e"ta& i"hed on O$to&er 1' 1=:< A" a private $o,pan# and in 1=:=' +"tarted ,an!fa$t!rin( radio"' operatin( ;; "!&"idiarie" aro!nd the -or d -ith over ;0222e,p o#ee" -or d-ide it i" one of the ,a%or (iant" in $on"!,er d!ra& e -or d-ide. The$o,pan# ha" ,an# a" 0; R D $enter" and : De"i(n Center".

V !#o+o% I%!*' r #' L 9 #! i" a ar(e diver"ified Indian $o,pan# head7!arteredin G!r(aon' /ar#ana. The (ro!p ha" 1; ,an!fa$t!rin( "ite" in India and p ant" in Main andChina' Po and' Ita # and Me i$o. It $ ai," to &e the third ar(e"t pi$t!re t!&e ,an!fa$t!rer the -or d. The (ro!p i" a USH: &i ion ( o&a $on( o,erate.

D*r /,#' In India' the (ro!p "e " $on"!,er prod!$t" ike $o or te evi"ion"' -a"hin( ,a$hine"' air$onditioner"' refri(erator"' ,i$ro-ave oven" and ,an# other ho,e app ian$e"' thro!(h a,! ti>&rand "trate(# -ith the ar(e"t "a e" and "ervi$e net-ork in India.Sin$e the entr# of )orean Chae&o and their ri"in( pop! arit# in the Indian ,arket' Fideo$onfro, a "tand>point of ,arket eader ha" "een a " o- de$ ine to &e$o,e a no 9 p a#er in IndiaThe $o,pan# $ontin!e" to do -e in the -a"hin( ,a$hine and refri(erator "e(,ent &!t ha""i(nifi$ant # o"t (ro!nd in the d!ra& e" "pa$e./en$e' -e intend to inve"ti(ate the effe$t of the fo!r fa$tor" on $on"!,er p!r$ha"e intention pertainin( to the"e $o,panie" prod!$t" on #.

%. &cope o' !e s ud(

1"


17/39

Prod!$t" are &!nd e" of tan(i& e and intan(i& e attri&!te" de"i(ned to "ati"f# the $on"!,erorder to "!$$eed a" a ,arketer' $reatin( a "tron( &rand i,a(e $an &e a po-erf! ,arketin("trate(# to red!$e !n$ertaint# a&o!t eva !ation of a prod!$t and to in$rea"e the p!r$ha"eintention". A -e >kno-n &rand na,e a""o$iated -ith a po"itive &rand i,a(e $reate"$o,petitive advanta(e in ter," of in$rea"in( $on"!,er" intere"t' po"itive eva !ation of a prod!$t and en$o!ra(e" repeated p!r$ha"e". Si(,!nd re!d "!((e"ted that a per"on " p!r$ha"in( de$i"ion" are affe$ted "!&$on"$io!" ,otive" that even the &!#er ,a# not f!!nder"tand. Sin$e ea$h individ!a i" a !ni7!e prod!$t of heredit#' environ,ent ande perien$e it' predi$tin( "!$h a "tran(e &ehavior of peop e i" a h!(e and $o,p i$ated ta"kfi ed -ith !n$ertaintie"' ri"k"' and "!rpri"e". Sti ' there i" no den#in( to the fa$t th!nder"tandin( ho- $on"!,er" ,ake p!r$ha"e de$i"ion" $an he p ,arketin( ,ana(er" in"evera -a#". In re(ard of the "a,e' it &e$o,e" an i,portant "t!d# of re"ear$h -ith ,an#$on$ !"ion" dra-n in the pa"t' #et' ,an# ,ore ha" to $o,e !p in the f!t!re. *e intend to taponto the "$ope of thi" re"ear$h re"tri$tin( o!r "t!d# to $it# Chandi(arh.

@. R#" #; of L #r *r#

Br %! #:* > Brand e7!it# i" $on"idered a" an i,portant part of the &rand &!i din(. Brande7!it# i" an in$re,enta !ti it# or va !e -hi$h &rand add" to the prod!$t. It i" an i,portant,etri$ for eva !atin( the i,pa$t of &rand per$eption on p!r$ha"e intention. It i" a & end o &rand a-arene""' &rand a""o$iation' per$eived 7!a it# and &rand o#a t#. A the

attri&!te" of &rand e7!it# affe$t" the &rand per$eption' -hi$h fina # affe$t" the p!r$hintention.

Pr +# Con"!,er" ,ake &!#in( de$i"ion" ever# da#' and the &!#in( de$i"ion i" the fo$a point of the ,arketer " effort. The $entra 7!e"tion of $on$ern for the ,arketer" i" /o- do$on"!,er" re"pond to their &rand Mo"t ar(e $o,panie" re"ear$h on the 5p!r$ha"eintention6 of the $on"!,er &e$a!"e it i" thi" intention that ead" to the a$t!a &!#in( of th prod!$t. There are $ertain varia& e" -hi$h he p !" (enera i8in( the $on"!,er " per$eption the &rand $hoi$e" avai a& e. One "!$h varia& e i" 5pri$e6. Doe" $on"!,er think an e pe &rand i" "!perior in 7!a it# At the end of thi" "t!d#' -e "ha &e a& e to (ive a re atio

&et-een p!r$ha"e intention of the $on"!,er and pri$e' pertainin( to!*r /,#' '#+ or %I%! ' thro!(h a thoro!(h ana #"i" of the varia& e" "tated a&ove.

A!"#r '#9#% A $on"!,er $an o&tain tr!"t-orth# per$eption thro!(h adverti"in(endor"er " re$o,,endation and endor"e,ent and a $o,pan# $an therefore in$rea"e it"$o,petivene"". Adverti"in( endor"er $an $onne$t prod!$t va !e deepenin( $on"!,er"i,pre""ion and tran"fer their fee in(" on a prod!$t "ervi$e. So' it i" "!((e"ted that &!"ine""adverti"er" hire a hi(h $redi&i it# endor"er an ido or a $e e&rit# to pro,ote their prod

1#


18/39

in order to enhan$e $on"!,er p!r$ha"e intention. Re"ear$her" have fo!nd that anadverti"e,ent endor"er -ith po"itive $hara$teri"ti$" and per"ona it# $an do -onder" for the &rand and hen$e' enhan$e $on"!,er" p!r$ha"in( intention for the &rand.

Br %! +r#! / , It i" &road # defined a" the &e ieva&i it# of an entit# " intention parti$! ar ti,e. Credi&i it# ha" t-o ,ain $o,ponent" e perti"e and tr!"t-orthine"". Th!"' &rand $redi&i it# i" the &e ieva&i it# of the prod!$t infor,ation $ontained in a &rand' -re7!ire" that $on"!,er" per$eive the &rand a" havin( the a&i it# e perti"e and -i in(n

tr!"t-orthine"" to de iver $ontin!o!" # -hat ha" &een pro,i"ed &rand" $an f!n$tion a"i(na " &e$a!"e if and -hen the# do not de iver -hat i" pro,i"ed' their &rand $redi&i it# -ierode . A tho!(h there i" !n$ertaint# a&o!t 7!a it# of the &rand -hi$h i" a""o$iated -ith th$on"!,er per$eived ri"k' and $on"!,er -ant to &e ri"k aver"e in ,o"t $onte t. Ri"k aver"ionaffe$t" $on"!,er per$eption and p!r$ha"in( intention. Ri"k>aver"e $on"!,er" fee threatened a,&i(!o!" and !n$ertain prod!$t a""e"",ent". So &rand $redi&i it# he p" in o-er do-n

the $on"!,er ri"k &e$o,in( $redi& e and $on"i"tent "#,&o " of prod!$t 7!a it#

A $on"!,er " attit!de and a""e"",ent and e terna fa$tor" $on"tr!$t $on"!,er p!r$ha"eintention. *hen $on"!,er" &!# a prod!$t' the# -i $o,pare it. A prod!$t -ith a (ood &randi,a(e $an ,ake $on"!,er" have a hi(h eve "ati"fa$tion and $onfiden$e to p!r$ha"e itP!r$ha"e intention $an ,ea"!re the po""i&i it# of a $on"!,er to &!# a prod!$t' and the hi(her the p!r$ha"e intention i"' the hi(her a $on"!,er " -i in(ne"" i" to &!# a prod!$t.Con"!,er" p!r$ha"in( intention i" "i(nifi$ant # dependent on the fo!r varia& e" na,e # &rand e7!it#' pri$e' adverti"e,ent and &rand $redi&i it#. Thi" re"ear$h ha" &een vi,portant for the &!"ine""e" in the pa"t and -i re,ain "o in the f!t!re a" -e . To"!,,ari8e' p!r$ha"e intention indi$ate" that $on"!,er" -i fo o- their e perien$e' preferen$e and e terna environ,ent to $o e$t infor,ation' eva !ate a ternative"' and ,ak p!r$ha"e de$i"ion.

. R#'# r+h M# ho!o,o0

1$


19/39

M % O/ #+ "#

To "t!d# the fa$tor" affe$tin( $on"!,er p!r$ha"e intention

Spe$ifi$ O&%e$tive"

1. To "t!d# the effe$t of &rand e7!it# on $on"!,er p!r$ha"e intention

0. To "t!d# the effe$t of pri$e on $on"!,er p!r$ha"e intention

9. To "t!d# the effe$t of adverti"e,ent on $on"!,er p!r$ha"e intention

3. To "t!d# the effe$t of &rand $redi&i it# on $on"!,er p!r$ha"e intention

H $o h#' '

*e "eek to te"t the fo o-in( fo!r a ternate h#pothe"e"./1 5Brand e7!it# affe$t" $on"!,er p!r$ha"e intention.6

/0 5Pri$e affe$t" $on"!,er p!r$ha"e intention 6

/9 5Adverti"e,ent" affe$t" $on"!,er p!r$ha"e intention6

/3 5Brand $redi&i it# affe$t" $on"!,er p!r$ha"e intention.6

E,#9#% ' of r#'# r+h !#' 0%=

!i" Purpose of Study: /#pothe"i" Te"tin(The p!rpo"e of the "t!d# i" h#pothe"i" te"tin( a" -e are h#pothe"i8in( that the &rand per$eption affe$t" the p!r$ha"e intention" of the $on"!,er. The n!,&er of h#pothe"i"-o! d &e e7!a to the n!,&er of varia& e taken !".

!iii" #ime $ori%on: Cro"" Se$tiona St!d#

*e are $o e$tin( the data on # on$e in order to prove the h#pothe"i"' tr!e or fa "e So' it i" a $ro"">"e$tiona "t!d#.

1%


20/39

i(!re 4 Dependent and Independent varia& e"

V r /,#'= D#$#%!#% %! I%!#$#%!#% " r /,#'

There are t-o t#pe" of varia& e" !"ed in the "t!d# i.e. Independent and dependent varia& e". Aindependent varia& e $an &e ea"i # $o,pared to the $a!"e and the dependent varia& e to the e prod!$ed that $a!"e.

The varia& e" -hi$h are !"ed in the "t!d# are a" fo o-"

Independent varia& e"

1. Brand e7!it#0. Prod!$t pri$e9. Adverti"e,ent in ter," of infor,ation and va !e $orr!ption 3. Brand $redi&i it#

Dependent varia& e

1. P!r$ha"e Intention"

S+ ,# U'#!

2

)RICE


21/39

+ikert S$a e -i &e !"ed to (et the 7!e"tionnaire" fi ed. It i" a p"#$ho,etri$ "$a e. *hre"pondin( to a +ikert 7!e"tionnaire ite,' re"pondent" "pe$if# their eve of a(ree,ent or di"a(ree,ent on a "#,,etri$ a(ree">di"a(ree "$a e for a "erie" of "tate,ent". The +ikert "$a e i"the "!, of re"pon"e" on "evera +ikert ite,". The for,at of a t#pi$a five> eve +ikert ite,

1. Stron( # di"a(ree0. Di"a(ree9. Neither a(ree nor di"a(ree3. A(ree3. Stron( # a(ree

S#,#+ %0 S 9$,#

The pri,ar# "o!r$e of "e e$tin( data for re"ear$h i" @!e"tionnaire to &e fi ed $onvenie"a,p in(. St!dent" re"idin( in Pan%a& !niver"it# ho"te " are o!r pop! ation.

&A*)I+G )#A+

&amplin, T(pe

Convenience sa+plin,

&ample &elec ion

Students residin, in Pna a' university hostels ill 'e the sa+plin, unit. ntotal ei,ht hostels ill 'e selected at rando+ (four 'oy5s hostel and four,irl5s hostel .Students residin, in the selected hostels ill 'e the respondents

ho ill 'e 6llin, 7uestionnaire for 89 : ;ideocon.

0he responses for 89 : ;ideocon ill 'e ta


22/39

&ample &i-e

1" respondents ($ each fro+ 'oys and,irls hostel

.A% , ' ' of D

To arrive at pertinent ana #"i"' the $o e$ted data -i & p!t to a p anned "tati"ti$a ana #"i" !"in( SPSS pa$ka(e. After "$orin( the 7!e"tionnaire"' thedata of a the re"pondent" -i &e poo ed anta&! ated. To arrive at $ertain $on$ !"ion re(ardin( theh#pothe"i" advan$ed in the pro$e"" inve"ti(ation' the de"$ription of the "tati"ti$a too " -hi$h intend to app # for the ana #"i" of data i" a" fo o-"

a Corr#, o% A% , ' ' The re ation"hip &et-een independent varia& e" and dependevaria& e.

& R#0r#'' o% % , ' ' The re(re""ion ana #"i" -a" done to e a,ine the "i(nifi$anteffe$t of independent varia& e" on the dependent varia& e.

. L 9 o%' of h# ' *!

1. The "t!d# i" ,ere # on the &a"i" of $o,,ent" and opinion" provided the peop e of tri$it#.

0. A$$ordin( to o!r a""!,ption' the $on"!,er p!r$ha"e intention depend" ,ain # !pon fo!r attri&!te". /o-ever' there $an &e other attri&!te" -hi$h affe$t" the &rand per$eption.

22

9irls hostel

>uestionnaire

1 89 (2

2 89 (2

3 ; ?-@C@N

(24 ; ?-@C@N(2

Boys hostel >uestionnaire

1 89 (2

2 89 (2

3 ; ?-@C@N(2

4 ; ?-@C@N(2


23/39

DATA ANALYSIS

OF

FACTORS AFFECTING CONSUMER PURCHASEINTENTION TOWARDS

CONSUMER ELECTRONIC PRODUCTS

(A COMPERATIVE STUDY OF LG & VIDECON)

12. CONTENTS

23


24/39

1. E p orator# data ana #"i"1.1. A(e1.0. Gender 1.9. Marita "tat!"1.3. O$$!pation1.:. Ann!a in$o,e1.?. /i(he"t 7!a ifi$ation

0. Re ia&i it# Te"t9. Nor,a it# te"t3. /#pothe"i" te"tin(

3.1. Corre ation ana #"i"3.0. Re(re""ion ana #"i"

3.0.1. De,o(raphi$ ana #"i" $hi 4"7!are ana #"i":. Marketin( I,p e,entation

DATA ANALYSIS

To arrive at pertinent ana #"i"' the $o e$ted data -a" p!t to a p anned "tati"ti$a ana #"i" SPSS pa$ka(e. After "$orin( the 7!e"tionnaire" the data of a the peop e -a" poo ed ata&! ated. To arrive at $ertain $on$ !"ion re(ardin( the h#pothe"i" advan$ed in the pro$einve"ti(ation' the de"$ription of the "tati"ti$a too " -hi$h -ere app ied for the ana #"i" of dataa" fo o-" .

4. E?$,or or D A% , ' '

4.4 AGE

24


25/39

?U)*B8-S *,e 9roup Frequency Percent

; ?-@C@N18-24 66 82

25-30 14 18

Total 80 100.089 18-24 64 80.0

25-30 15 19

>30 1 1

Total 80 100.0

$3A

1$A

A,e /IDE"C"+01$=24 2!=3

3 4th >tr

$ A

1%A 1A

A,e #G01$=24 2!=3 3

Interpretation

A&ove (raph" "ho- that >VIDEOCON= 92 and 1 of the re"pondent" are in a(e (ro!p Q92.

4.5 GENDER

2!

?U)*B8-S 9ender Frequency Percent

; ?-@C@N MALE 40 50.0FEMALE 40 50.0

Total 80 100.0

89

MALE 40 50.0

FEMALE 40 50.0

Total 80 100.0


26/39

! A! A

&ale /e+ale

Interpretation

A&ove (raph "ho-" that :2 of the re"pondent" are ,a e"' :2 of the re"pondent" are fe,a e"in &oth $a"e" .

4.6 MARITA+ STATUS?U)*B8-S &arital Status Frequency Percent; ?-@C@N Sin,le 80 100.0

&arried 2 2.589 Sin,le 8 9 .5

&arried 80 100.0

Interpretation

or FIDEOCON' a the re"pondent" are "in( e. or +G' 0.: of the re"pondent" are ,arriedand =;.: of the re"pondent" are "in( e.

4.7 OCCUPATION

!"#A$LE% @ccupation Frequency Percent

&'!E()(* %T"!E*T% 80 100.0

L+ %T"!E*T% 80 100.0

Interpretation

2"


27/39

A the re"pondent" are "t!dent" in &oth $a"e" .

4.3 ANNUA+ /OUSE/O+D INCOME in akh"

?U)*B8-S nco+e /re7uency Percent; ?-@C@N 1-3 39 48.8

3- 23 28.8

-10 14 1 .5

>10 4 5.089 1-3 38 4 .5

3- 23 28.8

-10 13 16.3

>10 6 .5

4#A

2%A

1"A#A

Income #G01=3 la


28/39

Interpretation

A&ove (raph" "ho- that 3= of the FIDEOCON re"pondent" and 3; of the +G re"pondent"have ann!a "a ar# &et-een 1 9 akh".Si,i ar #' for other in$o,e (ro!p".

4.8 /IG/EST @UA+I ICATION

?U)*B8-S >uali6cation /re7uency Percent; ?-@C@N "n,er +ra,uate 8.8

+ra,uate 49 61.3

Ma ter 24 30.089 "n,er +ra,uate 1 21.3

+ra,uate 41 51.3

Ma ter 19 23.8

!octorate 3 3.8

12A

$#A

1A

1i,!es 2uali3ca ion./IDE"C"+0

U9 9raduate &asters

21A

!1A

24A

4A

1i,!es 2uali3ca ion.#G0U9 9raduate

&asters ?octorate

Interpretation

A&ove (raph" "ho- that 10 of the FIDEOCON re"pondent" and 01 of the +G re"pondent"are Under(rad!ate. Si,i ar #' for other 7!a ifi$ation (ro!p".

2$


29/39

5. R#, / , T#'

Section )ron ac/ Al /a * o 'teBrand -7uity .#%1 $

Price .$!2 !*dvertise+ent ."4% !

Brand Credi'ility .855 !Purchase ntention ."32 2

Interpretation

The a&ove ta& e "ho-in( the Cron&a$h " A pha va !e" of ea$h "e$tion (reater than 2.? "hthat the "$a e" !"ed are re ia& e.

6. Nor9 , T#'

Kolmogorov-Smirnov a Shapiro-Wilk

%tat t c df Sig. Statistic df Sig.

a 1 .101 160 .000 .983 160 .042

a 2 .09 160 .001 .9 8 160 .012

a 3 .094 160 .002 .981 160 .029

a 4 .120 160 .000 .968 160 .001

a 5 .149 160 .000 .949 160 .000

Interpretation

Sin$e the p>va !e" of the avera(e" are fo!nd to &e e"" than 2.2:' the a&ove nor,a it# ta&

"ho-" that the data $o e$ted i" not nor,a Shapiro>*i k te"t ./en$e thi" findin( de,and"%o%$ r 9# r + te"tin(.

.

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H Con"!,er P!r$ha"e Intention i" independent of Adverti"e,ent n! h#pothe"i"

The p> va !e for the re ation"hip &et-een Adverti"e,ent and Con"!,er P!r$ha"e Intention -a"o&tained a" .31? -hi$h i" ,ore than 2.2:. O!r n! h#pothe"i" i" hen$e++#$ #! .On theeviden$e of thi" data' it appeared to &e that there i" no re ation"hip &et-een Adverti"e,ent anCon"!,er P!r$ha"e Intention of the pop! ation.

H Con"!,er P!r$ha"e Intention i" independent of Brand Credi&i it# n! h#pothe"i"

The p> va !e for the re ation"hip &et-een Brand Credi&i it# and Con"!,er P!r$ha"e Intenti-a" o&tained a" .222 -hi$h i" e"" than 2.2:. O!r n! h#pothe"i" i" hen$er# #+ #!. On the

eviden$e of thi" data' it appeared to &e that there i" a re ation"hip &et-een Brand Credi&i it#Con"!,er P!r$ha"e Intention of the pop! ation

&. H $o h#'#' > +G

H Con"!,er P!r$ha"e Intention i" independent of Brand E7!it# n! h#pothe"i"

The p> va !e for the re ation"hip &et-een Brand E7!it# and Con"!,er P!r$ha"e Intention -a"o&tained a" .222 -hi$h i" e"" than 2.2:. O!r n! h#pothe"i" i" hen$er# #+ #! .On the eviden$eof thi" data it appeared to &e that there i" a re ation"hip &et-een Brand E7!it# and Con"!,eP!r$ha"e Intention in the pop! ation.

H Con"!,er P!r$ha"e Intention i" independent of Pri$e n! h#pothe"i"

The p> va !e for the re ation"hip &et-een Pri$e and Con"!,er P!r$ha"e Intention -a" o&taine

a" .222 -hi$h i" e"" than 2.2:. O!r n! h#pothe"i" i" hen$er# #+ #! .On the eviden$e of thi"data it appeared to &e that there i" a re ation"hip &et-een Pri$e and Con"!,er P!r$ha"Intention in the pop! ation.

H Con"!,er P!r$ha"e Intention i" independent of Adverti"e,ent n! h#pothe"i"

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The p> va !e for the re ation"hip &et-een Adverti"e,ent and Con"!,er P!r$ha"e Intention -a"o&tained a" .292 -hi$h i" e"" than 2.2:. O!r n! h#pothe"i" i" hen$er# #+ #! .On the eviden$eof thi" data it appeared to &e that there i" a re ation"hip &et-een Adverti"e,ent and Con"!,eP!r$ha"e Intention of the pop! ation.H Con"!,er P!r$ha"e Intention i" independent of Brand Credi&i it# n! h#pothe"i"

The p> va !e for the re ation"hip &et-een Brand Credi&i it# and Con"!,er P!r$ha"e Intenti-a" o&tained a" .222 -hi$h i" e"" than 2.2:. O!r n! h#pothe"i" i" hen$er# #+ #!. On theeviden$e of thi" data' it appeared to &e that there i" a re ation"hip &et-een Brand Credi&i it#Con"!,er P!r$ha"e Intention of the pop! ation.

7.5 Re(re""ion Ana #"i"

!"#A$LE% %ect on$

% .

; ?-@C@N

#ec:a 1 .3 6 .50

#ec:a 2 2.02 .001

#ec:a 3 -.141 . 83

#ec:a 4 . 18 .230

)on tant -9.856 .002

89

#ec:a 1 2.319 .001

#ec:a 2 .144 . 63#ec:a 3 .542 .362

#ec:a 4 .096 .8 0

)on tant -11.533 .000

InterpretationorVIDEOCON ' p>va !e of "e$tion0 PRICE i" fo!nd to &e 2.21 e"" than 2.2: ' -hi$h "ho

that thi" varia& e i" "i(nifi$ant. On the other hand' forLG ' p>va !e of "e$tion1 BRAND

E@UITK i" 2.21 e"" than 2.2: "ho-in( the "i(nifi$an$e of thi" varia& e ./en$e' the re(re""e7!ation" are a" fo o-">

FIDEOCON ,%(PI) . 38 5. 5@ ($r +#)The a&ove e7!ation i,p ie" that for one !nit $han(e in pri$e' $on"!,er p!r$ha"e intention$han(e" 0.20; !nit"' in the "a,e dire$tion.

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+G ,%(PI) 44.366 5.64 (/r %! #:* )The a&ove e7!ation i,p ie" that for one !nit $han(e in &rand e7!it#' $on"!,er p!r$ha"eintention $han(e" 0.91= !nit"' in the "a,e dire$tion.

?U)*B8-S Scale ite+ Constant B Si, ; ?-@C@N

P12-10.694

1.124 . 23

89 P3-14.866

1.635 . 24P$ 1.!43 . 1

or VIDEOCON ' "in$e the p>va !e i" 2.209 e"" than 2.2: ' ite, P10 PRICE i" the ,o"inf !entia ite,. /en$e' the re(re""ion e7!ation i">

,%(PI) 4 .8 7 4.457 (P45)

orLG ' "in$e the p>va !e" of P9 and P< are 2.203 and 2.221 e"" than 2.2: re"pe$tive #' tite," are the ,o"t inf !entia . /en$e' the re(re""ion e7!ation i">

,%(PI) 47. 88 4.863 (P6) 4.376 (P )

7.5.4 De,o(raphi$ Ana #"i" Chi>"7!are te"t

!"#A$LE%&alue , A y . % . 2-

,e,

&'!E()(*

Pear on )/ -

%quare12.90 a 4 .012

L ;el /oo, #at o 14.852 4 .005

L near- y-L near

A oc at on5.338 1 .021

* o &al , )a e 80

Interpretation

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A&ove ta& e "ho-" the a""o$iation of (ender -ith P10' the ,o"t inf !entia ite, of "e$tion0PRICE ./en$e' thi" ead" to the findin( that for Fideo$on' $on"!,er p!r$ha"e intention varie"

-ith (ender.

H#%+#- + % /# +o%+,*!#! h V !#o+o% %##!' o ;or< o* 'o9# 0#%!#r / '#! ' r #0 o

%+r# '# ' ,#'.

3. M r


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R#f#r#%+#'=

Moradi' / A8i, arei 0221 The I,pa$t of Brand E7!it# on P!r$ha"e Intention and BrandPreferen$e>theModeratin( Effe$t" of Co!ntr# of Ori(in I,a(e.

Ja$o' J David )#ner 1=;9 Brand o#a t# v" repeat p!r$ha"in( po-er

Co&&>*a (ren' C Naveen Dhont! 1==: Brand E7!it#' Brand Preferen$e' and p!r$ha"eIntent

Be en de Rio' A'Rodo fo Fa 87!e8 F $tor I( e"ia" 0221 The effe$t" of &randa""o$iation" on $on"!,er re"pon"e

Sriniva"an' F Chan S! Park 022: An Approa$h to the Mea"!re,ent' Ana #"i"'andPredi$tion of Brand E7!it# and It" So!r$e"

Nare"h' G Sheena 0210 Do &rand per"ona itie" ,ake a differen$e to $on"!,er"

Jian' *U U G!o7!n 022; The effe$t" of &rand ori(in $o!ntr# and ,ade>in $o!ntr# on$on"!,er" prod!$t eva !ation" and p!r$ha"e intention

)han' I Sa ,an Ma%eed 0210 I,pa$t of &rand re ated attri&!te" on p!r$ha"in( intention o$!"to,er"

A8i8' J *a"i7 E%a8 0210 The i,pa$t of &rand" on $on"!,er p!r$ha"e intention"

/!an(' * 0212 &rand "tor# and per$eived &rand i,a(e'eviden$e fro, Tai-an

)!an( Chi' / Ren Keh /!er# 022= The i,pa$t of &rand a-arene"" on $on"!,er p!r$ha"eintention

Akdeni8 AR' A 022= Effe$t of per$eived va !e on the &rand preferen$e and the p!r$ha"eintention

/ernande8' A Ine" )!"ter 0210 Brand i,pa$t on p!r$ha"in( intention.An approa$h invirt!a "o$ia net-ork $hanne "

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Chi' / Ren Keh /!er# 022= The inf !en$e" of per$eived va !e on $on"!,er p!r$ha"eintention'the ,oderatin( effe$t of adverti"in( endor"er

Te8i' K+ 022< The effe$t of &randin( on $on"!,er p!r$ha"e intention.

Erde,' T Joffre S-ait 0220 The i,pa$t of &rand $redi&i it# on $on"!,er pri$e "en"itivit#/an8aee' )/ Moha,,ad Javed 0210 The effe$t" of &rand $redi&i it#and pre"ti(e on$on"!,er p!r$ha"e intention in o- hi(h prod!$t invo ve,ent.

Choi' KG Chih#!n( Ok 0211 Ro e" of &rand va !e per$eption in the deve op,ent of &ra$redi&i it# and &rand pre"ti(e.

I( e"ia"' F 0221 The effe$t" of &rand a""o$iation on $on"!,er re"pon"e

/ernande8' A Ine" )!"ter 0210 Brand i,pa$t on p!r$ha"in( intention.An approa$h invirt!a "o$ia net-ork $hanne "

Gre-a ' D J! ie Baker 1==< The Effe$t of Store Na,e' Brand Na,e andPri$e Di"$o!nt" onCon"!,er" Eva !ation" and P!r$ha"e Intention.

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QUESTIONNAIRE

Dear Re"pondent'

I ..... a, doin( a re"ear$h pro%e$t on 1 FACTORS AFFECTING CONSUMER

PURCHASE INTENTION TOWARDS CONSUMER ELECTRONIC PRODUCTS ( ACOMPERATIVE STUDY OF LG & VIDECON ) 2. I re7!e"t #o! to kind # $ooperate infi in( !p the 7!e"tionnaire. *e a""!re #o! that #o!r infor,ation and feed&a$k -i re,ain$onfidentia and that' thi" re"ear$h i" p!re # for a$ade,i$ p!rpo"e"

0han< you very +uch for participatin,. *ns er the 7uestionnaire on the 'asis of 8i


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". a+ a are of 89 Products 1 0 9 3 :

#. can 7uic


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2 .89 Products are 'elieva'le

1 0 9 3 :

21.89 is co++itted to deliver its clai+s

1 0 9 3 :

22.89 is a na+e you can trust 1 0 9 3 :23.89 has the a'ility to deliver its pro+ises 1 0 9 3 :

S#+ o% E=Thi" "e$tion of the 7!e"tionnaire dea " -ith de,o(raphi$ varia& e"

*,e 1. 1$=24 2. 24=3 3. 3and a'ove 9ender 1. &ale 2. /e+ale&arital Status 1. &arried 2. Sin,le @ccupation 1. Professionals 2. -+ployees 3. Douse ife4. Eor

FACTORS AFFECTING CONSUMER PURCHASE INTENTION TOWARDS CONSUMER DURABLES

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Transcript of FACTORS AFFECTING CONSUMER PURCHASE INTENTION TOWARDS CONSUMER DURABLES