Chapter Durable Buyers’ mainly focus on “Ease of

 

 

 

 

 

 

 

 

 

 

 

Chapter -5

FINDINGS

 

 

 

 

 

 

 

 

 

 

 

 

 

5-1 Demographic Profile

On successful completion data collection and its analysis
following are the Findings of the study:

1.    
The
Frequency Distribution for the gender of respondents revealed that maximum respondents
of the Survey were Males (56%).

 

 

2.    
Out of the responses
for the Marital Status, 66% respondents were married and rest, i.e. 34% were unmarried.

 

 

 

 

 

 

3.    
In
Age Group, highest 36% respondents were from the age group 36 to 50 years 30%
from 18 to 25 years group, 28% were from the 26 to 35 years age group and only
6% respondents were between 51 to 60 years age group.

 

4.    
Based
on the Qualifications, highest respondents, 52%, were with Post Graduate
qualification, 46% have completed their Graduation.

 

 

 

 

 

 

 

 

 

 

5.    
Out
of total respondents 53.50% were employed with Private Sector, 38% have their
own businesses.

 

 

 

 

6.    
As
far as Shopping Companion is considered, maximum, 72%, respondents have
indicated that they accompany their Family Members & Relatives while
purchasing the Durable Goods.

 

 

 

 

7.    
It’s
one of the significant finding out of the demographic profile about the
Shopping Companions is that, none of the respondents takes the Buying Decision
alone while purchasing Consumer Durable Goods.

 

8.    
The
next significant finding is about the source of purchase, 84% respondents are
using the Online Shopping Portals for buying the Consumer Durable Goods.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

5-2 consumer Durable Buyers’behaviour

 

9.    
As
always thought about that, Social Media is major source of choosing the
Shopping Portals in not true in case of Consumers in NCR, instead the Internet
Search Engines is found at the top of Buyers decisions to select the source of
purchase.

 

Fig 5.1 Source of
Information to select the Online Shopping Portal

 

 

The Figure 5.1 above clearly shows that 45% Buyers use
Internet Search Engine as the source of information for selection of the Online
Shopping Portal for purchase of Consumer Durable Goods.

Before finalizing the Online Shopping Portal for their
purchases, most of the Buyers evaluate the portal’s reviews & ratings
displayed by Search Engine.

Out of total, 38% respondents had used the Social Media as
their source of information for finalising the Online Shopping Portal to be
used to purchase Durable Goods.

 

 

 

 

 

 

10.  The next point of the study was Buyers’ expectation from
the source of purchasing the Durable Goods.

 

Fig 5.2 Buyers expectation from Shopping Facilitator/Online
Shopping Portal

From the above Figure 5.1, it has been concluded that
Consumer Durable Buyers’ mainly focus on “Ease of Accessibility” (25%) and the
“Value for Money” (23%) from source they use for purchase of Durable Goods.
Another factor with significant value (21%) is “24/7 Services”.

 

 

11.  The critical reviews of the Consumers are collected about
their experience with Online Shopping Portals, following factors are found to
be of major concern:

 

a)    
Many
a times the Cost Variations after booking are Observed by the Buyers.

b)    
Some
of the Buyers heard or suffered by the Fraud in Money Transactions.

 

 

 

 

 

 

12.   Based on Literature
Review, we came across a few reactions about the Online Shopping Portals, when
it was asked in Questionnaire following points were observed:

 

 

Fig 5.3 Have you
heard/felt any of these about Online Shopping Portal

 

 

The Fig 5.3 shown above clearly show that there were two
major factors heard/felt by the Consumer Goods Buyers about the Online Shopping
Portals:

a)    
56%
respondents either heard or felt Variation in Price after the Purchase Booking
was made.

 

b)    
21%
respondents came across the Fraud in Money Transaction while using the Online
Shopping Portals to purchase the Durable Goods.

 

c)    
Poor
Internet connection, Poor write up, Poor Administration, Uncertainty of Money
Back after cancellation had also been heard/felt by the Online Shopping Portal
users.

 

 

 

 

 

13. After performing the KMO
and Bartlett’s Test for sample adequacy (Responses of Consumer Durable Buyers) along with Bartlett’s Test of Sphericity we have validated and established 12 important factors
which influence the Buyers decision.

Based on Kaiser (1974) recommendation and Approximate
Chi-Sqaure Test we have proved that above 12 factors are appropriate for Factor
analysis.

After performing the Factor Analysis with “Principal
Component Analysis” as Extraction Method and “Varimax with
Kaiser Normalization” as the Rotation Method all the 12 variables are reduced
to 3. We have converged the rotation in 5 iterations and the calculated Eigen
Values the 3 Factors are as follows along with the individual Factor
Statements:

1) AWARENESS:

      
i.         
Frequency of Shopping in a Calendar
Year.

    
ii.         
Awareness about different facilities
& information provided by the Source of Purchase.

  
iii.         
Awareness about getting good value for
money.

  
iv.         
Awareness about the possible
negotiations at the source of purchase.

 

2) SERVICES:

      
i.         
How
many times used the Services in the past.

    
ii.         
Any
unique services offered by the source of purchase.

  
iii.         
Suitability
& Convenience of Working Time of the source of purchase.

  
iv.         
Availability
of facilities & features in totality.

    
v.         
Access
to all the information about all the products & services offered.

  
vi.         
Are
the Services easily available & visually appealing?

3) NETWORK:

      
i.         
Good
Network of Service Providers.

    
ii.         
Response
to Grievances & final action on registered complaints.

 

 

 

 

 

 

13. After the Data Analysis following established
Hypotheses are proved:

There is no significant difference in
the opinion of respondents regarding the facilities provided by the various
Online Shopping Portals

 

Branding is one of the selection
criteria of the Shopping Facilitator / Online Shopping Portal for the
respondents

 

Good network is one of the criteria for
selection of the Shopping Facilitator / Online Shopping Portal for the
respondents

 

There is a significant difference in the opinion of
respondents regarding the cost effectiveness of the services.

 

There is significant difference in the opinion of
respondents regarding the rating of the various Shopping
facilitators/Online
Shopping
Portals.

 

There is no significant difference in
the opinion of the respondent before and after using of the services of
Shopping Facilitator / Online Shopping Portal