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

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

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.

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 buying decision 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?

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?

Delimitation of the study: The study has been conducted mainly in Lahore and surrounding areas and in some large cities 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 is under 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.

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).

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. Brandpersonality The 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).

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 the needs 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.

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 determination can offer an insight into the consumers mind and their buying pattern 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).

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:

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.

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 sales (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:

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

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.

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.

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:

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).

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).

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.

3.4.2 Theoretical Framework:

Framework: Causes for decrease in sales of Al-Fatah

Decrease in sales

Price Sensitivity
Demographics

Consumer behavior

Psychographics Word of mouth Brand personality Brand Loyalty Quality Promotions Proximity Urbanization Advertisement

Consumer Buying preferences

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 basis of 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.

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.
Upper class Upper middle class Middle class

3.5.4 Choice of 50 sampling techniques: 75 75 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.

3.5.5. Questionnaire development:

Variable

Creator

Year

No. of items

Consumer behavior Consumer preferences Decline in sales Brand loyalty Quality Brand personality Advertisement Word of mouth Price Psychographics Urbanization Promotion Proximity

Wang Jonston & Donath Ridgway Yoo, Donthu Yoo, Donthu Kim Lee & Edward Hong & Ha Ridgway & Netemeyer Martinez & Montaner Poel & Donnell Martines & Montaner Martines & Montaner

2010 2001 1994 2002 2002 2005 2002 2006 1993 2006 2009 2006 2006

4 3 3 3 2 3 5 3 5 5 4 3 4

Variables

Constructive definition

Operational definition The mean of item 1-4 is

Consumer behavior

The behavior exhibited by the consumers measured on a 5 pointer scale while purchasing a brand 1= strongly disagree 5= strongly agree The mean of item 5-7 is

Consumer preference

The liking of the consumers towards a measured on a 5 pointer scale brand 1= strongly disagree 5= strongly agree

Decline in sales

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

due to various behaviors exhibited by the measured on a 5 pointer scale consumers 1= strongly disagree 5= strongly agree When Brand loyalty the consumer keeps their The mean of item 11-13 is measured on a 5 pointer scale 1= strongly disagree 5= strongly agree The mean of item 14-15 is The meaning of this term is very vast and Quality it varies from person to person according to the consumer criteria measured on a 5 pointer scale 1= strongly disagree 5= strongly agree

preferences to just a single brand then it depicts their loyalty towards that brand

the set or group of all the human Brand personality characteristics that are associated with a certain brand are regarded as brand personality The non personal form of communication in which persuasive information is Advertisement provided to the potential consumers in order to attract them, is called

The mean of item 16-18 is measured on a 5 pointer scale 1= strongly disagree 5= strongly agree

The mean of item 19-23 is measured on a 5 pointer scale 1= strongly disagree 5= strongly agree The mean of item 24-26 is measured on a 5 pointer scale 1= strongly disagree 5= strongly agree The mean of item 27-31 is

advertisement The Word of mouth advice passed on from one

experienced consumer to another is regarded as the word of mouth statement

Price

The monetary value of the brands or measured on a 5 pointer scale products 1= strongly disagree 5= strongly agree

The mean of item 32-36 is The Psychographics varying preferences of the measured on a 5 pointer scale 1= strongly disagree 5= strongly agree

consumers in accordance with their personalities and lifestyles are referred to as psychographics

The increase or growth of population in Urbanization the urban or developed area of a country is regarded as urbanization Its a form of communication tool and Promotion components of the marketing mix which enables to attract the consumers

The mean of item 37-40 is measured on a 5 pointer scale 1= strongly disagree 5= strongly agree The mean of item 41-43 is measured on a 5 pointer scale 1= strongly disagree 5= strongly agree The mean of item 44-47 is measured on a 5 pointer scale 1= strongly disagree 5= strongly agree The mean of item of gender is measured through Male Female

Proximity is the nearness or closeness Proximity between the product outlet or availability and the potential consumers

Consumer demographics incorporate a large number of factors which may Demographics include: age, gender, occupation,

education, marital status, cultural factors and other personal factors this can affect the buying decision of a consumer

and for income: Rs. 30,000 Rs. 60,000 Rs. 60,000 Rs. 90,000 Rs. 90,000 and more

Reverse coded items Independent variable

Average

Brand loyalty Quality Brand personality Advertisement Word of mouth Price Psychographics Urbanization Promotion Proximity Dependent variables Consumer behavior Consumer preference Decline in sales

Average (Item 11, R12, 13) Average (Item 14, 15) Average (Item 16, 17, 18) Average (Item 19, 20, 21, 22, 23) Average (Item 24, 25, 26) Average (Item R27, 28, R29, R30, R31) Average (Item 32, 33, 34, R35, R36) Average (Item 37, 38, 39, 40) Average (Item 41, 42, R43) Average (Item 44, 45, 46, 47)

Average (Item 1, 2, 3, 4) Average (Item 5, 6, 7) 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)

Dependent Variable 2 Decline in sales = + (Brand loyalty) + (Advertising) + (Brand personality) + (Price) + (Proximity) + (Psychographics) + (Demographics) + (Urbanization) + (Promotions) + (Quality) + (Word of Mouth) Dependent Variable 3 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:

Consumer behavior = + (Brand loyalty) + (Advertising) + (Brand personality) + (Price) + (Proximity) + (Psychographics) + (Demographics) + (Urbanization) + (Promotions) + (Quality) + (Market Research) + (Word of Mouth) Dependent Variable 2 Decline in sales = + (Brand loyalty) + (Advertising) + (Brand personality) + (Price) + (Proximity) + (Psychographics) + (Demographics) + (Urbanization) + (Promotions) + (Quality) + (Market Research) + (Word of Mouth) Dependent Variable 3 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.

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 Male Female Total 25 75 100 Percent 25.0 75.0 100.0

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.

Income: Table 5 Frequency of Income Income Rs. 20, 000 to Rs. 40, 000 Rs. 40, 000 to Rs. 80, 000 Rs. 80, 000 and more Total Frequency 9 Percent 9.0

54 37 100

54.0 37.0 100.0

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.

Table: 6 Correlation Consu mer Consum er Declin e in sales .015 Brand Brand Advertis ements Psyc hogra Price phics .015 Urbani zation -.134 Promot Proxim ions -.076 ity .222(*)

behavi preferen or Consume r behavior Consume r preferenc e Decline in sales Quality -.042 .015 .021 .246(** ) Brand personalit y Advertise ments Word of mouth Price Psychogr aphics Urbanizat ion Promotio .010 .013 .046 .026 -.031 1 1 ce -.031

loyalt Qualit persona y -.013 y -.042 lity .046

.010 -.114

.021 -.139 .246(* *) .026 .013 -.055 -.134 .016 .023 -.013

.108

.148

-.022

.124

.004

-.117

.074

.203(*) .202(*)

.148

.016

.000

.120

.002

-.145

.215(*)

-.155

-.004

-.022

.159

.000

.040 -.106

-.051

-.118

.099

.181(*) .230(*) .007 .046 .108

.124 .185(*) .004 -.117

-.121

.120

.040

1 -.159

.011

.043

-.140

.072 -.114 .015

.101 -.055 -.134

.052 .002 .054

-.090 .002 -.145 .215(* ) -.155

.098 -.106 -.051

-.141 -.046 -.159 .011 1 .060 .172( *) .007

-.032 .060 1

-.090 .172(*)

.005 .007

-.029 .198(*) .202(*)

-.134 -.076

.016 .023

.074 -

-.137 .035

-.118 .099

.043 -.140

-.029 .198(

1 -

.024

1 .195(*)

ns Proximity .222(*) -.013

.203(*) .202(*) -.078 -.004 -.181(*) -.230(*) .046

*) .108

.202(*) .024 .195(*) 1

* **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)

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 Sig. (2F Consumer behavior Equal variances assumed Equal variances not assumed Equal variances assumed Equal variances not assumed Equal variances assumed Equal variances not assumed Equal variances assumed Equal variances not assumed Equal variances assumed .001 Sig. .977 t .559 .573 .039 .845 -.639 -.633 .864 .355 -.023 -.020 .028 .867 -.479 -.483 5.28 0 .024 2.645 Df 98 43.071 98 40.542 98 34.441 98 41.857 98 tailed) .578 .569 .524 .530 .982 .984 .633 .632 .010

Consumer preference

Decline in sales

Brand loyalty

Quality

Equal variances not assumed Brand personality Equal variances .710 assumed Equal variances not assumed Advertisements Equal variances .560 assumed Equal variances not assumed Word of mouth Equal variances .545 assumed Equal variances not assumed Price Equal variances 4.07 assumed 5 Equal variances not assumed Psychographics Equal variances .235 assumed Equal variances not assumed Urbanization Equal variances .649 assumed Equal variances not assumed Promotions Equal variances 1.49 assumed 9 Equal variances not assumed Proximity Equal variances .229 assumed Equal variances not assumed * **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)

3.239 .402 -.627 -.591 .456 .562 .596 .462 -1.294 -1.429 .046 .000 .000 .629 -.158 -.164 .422 1.925 2.043 .224 .102 .114 .633 -.084 -.080

63.074 98 37.457 98 45.797 98 49.744 98 53.867 98 43.906 98 45.889 98 51.268 98 38.570

.002 .532 .558 .576 .554 .199 .159 1.000 1.000 .875 .871 .057 .047 .919 .910 .933 .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.

Table 8: Group Statistics Gender Quality Male Female N 25 75 Mean 3.4200 2.6667

Urbanization

Male Female

25 75

3.8600 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 of Squares Consumer behavior Between Groups Within Groups Total Between Groups Within Groups Total Between Groups Within Groups Total Between Groups .090 44.238 44.327 1.110 59.162 60.271 1.088 68.213 69.301 .136 df 2 97 99 2 97 99 2 97 99 2 .068 .129 .879 .544 .703 .774 .464 .555 .610 .910 .406 Mean Square .045 .456 F .098 Sig. .906

Consumer preference

Decline in sales

Brand loyalty

Quality

Brand personality

Advertisements

Word of mouth

Price

Psychographics

Urbanization

Promotions

Proximity

Within Groups Total Between Groups Within Groups Total Between Groups Within Groups Total Between Groups Within Groups Total Between Groups Within Groups Total Between Groups Within Groups Total Between Groups Within Groups Total Between Groups Within Groups Total Between Groups Within Groups Total Between Groups

51.326 51.462 3.447 156.201 159.648 1.133 56.746 57.879 .362 32.205 32.566 1.048 70.591 71.639 .982 48.698 49.680 1.142 51.378 52.520 .838 55.208 56.047 1.997 85.970 87.968 22.047

97 99 2 97 99 2 97 99 2 97 99 2 97 99 2 97 99 2 97 99 2 97 99 2 97 99 2

.529

1.723 1.610

1.070

.347

.566 .585

.968

.383

.181 .332

.545

.582

.524 .728

.720

.489

.491 .502

.978

.380

.571 .530

1.078

.344

.419 .569

.737

.481

.999 .886

1.127

.328

11.023

.937

.395

1141.34 97 3 1163.39 99 0 * **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)

Within Groups Total

11.766

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: Consumer behavior = + (Brand loyalty) + (Advertising) + (Brand personality) + (Price) + (Proximity) + (Psychographics) + (Demographics) + (Urbanization) + (Promotions) + (Quality) + (Market Research) + (Word of Mouth)

Table 10 R square F-value 0.089 .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: Consumer preference = + (Brand loyalty) + (Advertising) + (Brand personality) + (Price) + (Proximity) + (Psychographics) + (Demographics) + (Urbanization) + (Promotions) + (Quality) + (Market Research) + (Word of Mouth)

Table 11 R square F-value .121 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: Decline in sales = + (Brand loyalty) + (Advertising) + (Brand personality) + (Price) + (Proximity) + (Psychographics) + (Demographics) + (Urbanization) + (Promotions) + (Quality) + (Market Research) + (Word of Mouth)

Table 12 R square F-value .134 1.381

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

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 would remain confidential. Your sincere cooperation would be appreciated. Circle your choice. 1 Strongly Disagree 2 Disagree 3 Neutral 4 Agree 5 Strongly Agree 7 No Opinion

1 2 3 4

Consumer behavior (Wang, 2010) Comparing with other brands which factors aid in choosing Al Fatah Brand identity 1 2 3 4 5 Variety 1 2 3 4 5 Fashion trend 1 2 3 4 5 Social status 1 2 3 4 5 Consumer buying preferences (Jonston & Donath, 2001) I have purchased products which are more expensive but have a long life I have purchased a house hold appliance as it consumes less energy than others I do not buy products that harm the environment Decrease in sales (Ridgway, 1994) I would start purchase more if I have more money I would start buying more if I have more time I would not buy if I want to save money 4 Brand Loyalty (Yoo, Donthu, 2000) When it comes to buying Al Fatah would be my first choice II will not buy other brands if they are not available at the Al Fatah I consider myself to be loyal to Al Fatah Quality (Yoo, Donthu, 2000) The likely quality of products in the store is very high The likelihood that Al Fatah products would be functional is very high Brand personality (Kim, 2005) My brand offers a high value of service My brand is expensive My brand has a differentiated image from other brands

7 7 7 7

1 2 3

1 1 1

2 2 2

3 4 3 4 3 4

5 5 5

7 7 7

1 2 3

1 1 1

2 2 2

3 4 3 4 3 4

5 5 5

7 7 7

1 2 3

1 1 1

2 2 2

3 4 3 4 3 4

5 5 5

7 7 7

1 2

1 1

2 2

3 4 3 4

5 5

7 7

1 2 3

1 1 1

2 2 2

3 4 3 4 3 4

5 5 5

7 7 7

1 2 3 4 5

Advertisements (Lee & Edward, 2002) When the modern Al Fatah ads were shown, they were: Distracting 1 2 3 4 Disturbing 1 2 3 4 Forceful 1 2 3 4 Interfering 1 2 3 4 Attractive 1 2 3 4

5 5 5 5 5

7 7 7 7 7

1 2 3

Word of mouth (Hong & Ha, 2006) I trust specific word of mouth associated with my purchase I am interested in information I receive through word of mouth communication I can believe information I acquire through friends or colleagues Price (Ridgway & Netemeyer, 1993) I am willing to go to extra efforts to find lower prices I will visit more than one shop to take advantage of low prices The money saved by finding low prices is usually not worth time & effort I would never shop at more than one store to find low prices The time it takes to find low prices is usually not worth the effort Psychographics (Martinez & Montaner, 2006) I feel like trying new brands I can avoid buying always the same brands I am willing to make an effort to shop at my favorite store I think shopping is a chore I think shopping is boring Urbanization (Poel & Donnell, 2009) Population has increased in the last 10 years Traffic has increased in the last 5 years Now a days people see more cars than 5 years back Birth planning is getting more common today Promotions (Martines & Montaner, 2006) I clip discount coupons from newspapers and magazines I tale along coupons and use them when I shop I scan flyers before shopping Proximity (Martines & Montaner, 2006) I always like to shop near my own house

1 1 1

2 2 2

3 4 3 4 3 4

5 5 5

7 7 7

1 2 3 4 5

1 1 1 1 1

2 2 2 2 2

3 3 3 3 3

4 4 4 4 4

5 5 5 5 5

7 7 7 7 7

1 2 3 4 5

1 1 1 1 1

2 2 2 2 2

3 3 3 3 3

4 4 4 4 4

5 5 5 5 5

7 7 7 7 7

1 2 3 4

1 1 1 1

2 2 2 2

3 3 3 3

4 4 4 4

5 5 5 5

7 7 7 7

1 2 3

1 1 1

2 2 2

3 4 3 4 3 4

5 5 5

7 7 7

3 4

2 3 4

I prefer going to the shop which is on my way I like to shop at my favorite place When I shop I never care about distance

1 1 1

2 2 2

3 4 3 4 3 4

5 5 5

7 7 7

Demographics Gender: Male Female Area: Rs. 60,000 Rs. 90,000 Rs.

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

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 Strongly Disagree 2 Disagree 3 Neutral 4 Agree 5 Strongly Agree 7 No Opinion

1 3 4 5

Comparing with other brands which factors aid in choosing Al fatah Brand identity 1 2 3 4 5 Variety 1 2 3 4 5 Fashion trend 1 2 3 4 5 Social status 1 2 3 4 5

7 7 7 7

1 2 3

I have purchased products which are more expensive but have a long life I have purchased a house hold appliance as it consumes less energy than others I do not buy products that harm the environment

1 1 1

2 2 2

3 4 3 4 3 4

5 5 5

7 7 7

1 2 3

When it comes to buying Al Fatah would be my first choice II will not buy other brands if they are not available at the Al Fatah store I consider myself to be loyal to Al Fatah

1 1 1

2 2 2

3 4 3 4 3 4

5 5 5

7 7 7

1 2

The likely quality of products in the store is very high The likelihood that Al Fatah products would be functional is very high

1 1

2 2

3 4 3 4

5 5

7 7

1 2 3

My brand offers a high value of service My brand is expensive My brand has a differentiated image from other brands When the Al fatah ads were shown, they were: Distracting 1 2 3 Disturbing 1 2 3 Forceful 1 2 3 Interfering 1 2 3 Attractive 1 2 3

1 1 1

2 2 2

3 4 3 4 3 4

5 5 5

7 7 7

1 2 3 4 5

4 4 4 4 4

5 5 5 5 5

7 7 7 7 7

1 2 3

I trust specific word of mouth associated with my purchase I am interested in information I receive through word of mouth communication I can believe information I acquire through friends or colleagues

1 1 1

2 2 2

3 4 3 4 3 4

5 5 5

7 7 7

1 2 3 4 5

I am willing to go to extra efforts to find lower prices I will visit more than one shop to take advantage of low prices The money saved by finding low prices is usually not worth time & effort I would never shop at more than one store to find low prices The time it takes to find low prices is usually not worth the effort

1 1 1 1 1

2 2 2 2 2

3 3 3 3 3

4 4 4 4 4

5 5 5 5 5

7 7 7 7 7

1 2 3 4 5

I feel like trying new brands I can avoid buying always the same brands I am willing to make an effort to shop at my favorite store I think shopping is a chore I think shopping is boring

1 1 1 1 1

2 2 2 2 2

3 3 3 3 3

4 4 4 4 4

5 5 5 5 5

7 7 7 7 7

1 2 3 4

Population has increased in the last 10 years Traffic has increased in the last 5 years Now a days people see more cars than 5 years back Birth planning is getting more common today

1 1 1 1

2 2 2 2

3 3 3 3

4 4 4 4

5 5 5 5

7 7 7 7

1 2 3

I clip discount coupons from newspapers and magazines I tale along coupons and use them when I shop I scan flyers before shopping

1 1 1

2 2 2

3 4 3 4 3 4

5 5 5

7 7 7

1 2 3 4 1 2

I always like to shop near my own house I prefer going to the shop which is on my way I like to shop at my favorite place When I shop I never care about distance I would start purchase more if I have more money I would start buying more if I have more time

1 1 1 1 1 1

2 2 2 2 2 2

3 3 3 3

4 4 4 4

5 5 5 5 5 5

7 7 7 7 7 7

3 4 3 4

I would not buy if I want to save money Demographics Gender: Male Income: Rs. 30,000 Rs. 60,000 90,000 and more Female Area: Rs. 60,000 Rs. 90,000

3 4

Rs.