Consumer Behaviour and Brand Image

This assignment focuses on understanding consumer behavior and its impact on brand perception. It presents a questionnaire with multiple-choice questions exploring factors like willingness to pay more for user-friendly products, the influence of word-of-mouth marketing on brand image, and potential differences in purchasing decisions between males and females. The analysis aims to shed light on how consumers perceive and interact with brands based on various attributes and influences.

A STUDY OF THE BUYING BEHAVIOUR
OF HONG KONG CONSUMERS ON
SMALL ELECTRICAL APPLIANCES

TABLE OF CONTENTS
TABLE OF CONTENTS...................................................................................................................2
INTRODUCTION................................................................................................................................4
Background Information..................................................................................................................4
Statement of the problem.................................................................................................................4
Research aim and objectives............................................................................................................4
Research questions...........................................................................................................................4
Significance......................................................................................................................................5
LITERATURE REVIEW.....................................................................................................................5
Price and product design..................................................................................................................5
Advertising by considering factors like Durability and price..........................................................6
Ease of use feature of product..........................................................................................................6
Brand image by word of mouth........................................................................................................7
Relationship between concepts and consumer behaviour................................................................8
There is significant difference in male and female buying behaviour.............................................8
Research methodology.........................................................................................................................9
Introduction......................................................................................................................................9
Research design................................................................................................................................9
Data collection..................................................................................................................................9
Sampling method............................................................................................................................10
Data analysis...................................................................................................................................10
Reliability and validity...................................................................................................................10
Ethical consideration......................................................................................................................10
Limitation of research....................................................................................................................10
Data analysis.......................................................................................................................................11
Characteristics of sample................................................................................................................11
Gender distribution of respondents................................................................................................12
Age distribution of respondents.....................................................................................................12
Income distribution of respondents................................................................................................12
Education level distribution of respondents...................................................................................12
Occupation distribution of respondents..........................................................................................13
Descriptive statistics.......................................................................................................................13
Ease of use feature of product........................................................................................................15

Brand image by word of mouth......................................................................................................16
Hypothesis......................................................................................................................................17
Discussion, conclusion and recommendation....................................................................................18
REFERENCES...................................................................................................................................20
............................................................................................................................................................21
Questionnaire......................................................................................................................................21

INTRODUCTION
Background Information
China is now one of the leading electronics and electrical appliances consumer markets in
the world. As the purchasing power of residents, especially the middle class, continues to rise, the
demand for high quality small home appliances is considerable that is capable of meeting their daily
requirements and ultimately, raising living standards. While information technology products such
as smartphones are immensely popular on the mainland at present. The scale of small household
appliances still occupies an important position in nation’s electronic and electrical product market.
In Hong Kong, there are substantial number of manufacturers and traders engaged in handling these
products and they are devoting considerable efforts in developing the medium to high end of
market. Hong Kong trade development council recently conducted a questionnaire-based survey
with regard to the small home appliances in market. Findings of survey were the demand of middle
class consumers for small kitchen appliances which ranges wide, running from electric pressure
cooker, induction stoves and coffee machines, to electric stewing pots, yogurt makers and noodles
makers.
Statement of the problem
Research is conducted to know the buying behaviour of consumers on small electrical
appliances and to collect information on the way to increase competitiveness of the market in
intense competition
Research aim and objectives
Aim of research is to investigate the buying behaviour of customers of Hong Kong on small
electrical appliances.
1. To identify the factors affect consumer buying behaviour
2. To analyse the relationship between factors identified and buying behaviour.
3. To suggest recommendations based on the research results.
Research questions
1. What are the factors affecting consumer buying behaviour?
2. What are the factors identified in the relationship between buying behaviour ?
3. Suggest some recommendations based on research result.

Significance
The study aims to provide useful information for product and market development to attract Hong Kong consumers through the study of buying
behaviour on small electrical appliance. There are many brands in Hong Kong selling small electrical appliances including German Pool, Tefal,
Kenwood, Fortress, Braun, Philips, Cuisinart, etc. Therefore, information on the way to increase competitiveness in intense competition would be
useful.
LITERATURE REVIEW
Product design
According to Solomon, (2014) price and product design is the factor to which people give due importance while selecting any product. This is
because people have common intention to purchase products that have good design. Due to this reason now, a day’s more and more people are
attracting towards such kind of products at rapid rate. Economic condition of the nation and turmoil in global economy as well as failure of government
authorities are the one of the main factors that motivate people to buy cheaper products relative to dearer one. Andreyeva, Long and Brownell, (2010)
state that people tend to buy technologically advanced products and their spending on premium products also enhanced and along with this they also
want to buy product that appear good in design. This is because people lifestyle changed at fast rate and due to this reason they are prepared to spend
more and more money in order to maintain their status and lifestyle. This create an opportunity for the firms as multiple segments of customers
originate in the market on which firm can focus in single time.
Contrary to this Gottwalt and et.al., (2011) state that there are large number of customers that are purchasing products at low price and they will
not prefer to buy highly priced item which have good product design from the market. Economic condition of nations are not good. However, situation
become improved in comparison to previous years but still there is need to make economic environment better. Due to these poor economic conditions,
less jobs are created which have direct impact on people saving rate. This play decisive role in motivating customers to buy products at low price and
ignore highly priced products that have good design.

Advertising
As per views, of Ferraro and Price, (2013) there are number of firms that are doing advertisement of products by using number of factors. Apart
from this, price that heavily influence people purchase decisions and considered while advertising products. This is because customers not only want to
buy cheaper products but they also want durable products. By advertising products in specified manner through varied channels of communication like
TV, radio and online platform customers are attracted to buy a product. In current period customers, give priority to both price and durability of product
and due to this reason advertisement must be based on these two factors. Integrated advertisement must be given through all channels of advertisement
like TV, radio and online platform etc. It is very important to show in advertisement that product of the firm is durable and cheaper.
As per views of Cantallops and Salvi, (2014) in current time period firms that are advertising product through online platform are heavily
influencing consumer behaviour of people. This is because customers talk about products online and through use of advanced technology firms track
that communication and identify opinion that customers have about their products.
Ease of use feature of product
According to Darley, Blankson and Luethge, (2010) consumer behaviour of people is changing at fast pace and it became puzzling game for the
market players to determine their target customers and to retain them in the business. Apart from ease of use feature is another factor that make
competition more fierce then before. Firms that are dealing in electronic items like Vacuum cleaner are offering more innovative products to the
customers that ensure that people will be able to use products easily. People desired to make purchase these advanced products. This common
behaviour is observed in case of people under which due to low saving rate they strongly make purchase of electronic goods at low price with huge
technology advancement. This change face of competition. This is because earlier price was that factor to which people were giving much importance,
but now people are giving importance to ease of use factor while making purchase decisions. Thus, it can be said that ease of use feature of product
have influence on people buying decisions.
Contrary to this Wilson and et.al., (2012) state that there is no doubt consumer behaviour is changed tremendously in past couple of years and
not people prefer to buy products that are more advanced and have ease to use feature. However, still most of people are giving more important to price

factor then ease of use. This, is because their main objective is to fulfil their needs at any cost and to maintain saving rate at same time. Thus, trend can
be changed or relevant entity can give priority to ease of use over price only when economic conditions of the country will become more stronger then
today.
Brand image
According to Solomon, Russell-Bennett and Previte, (2012) good brand image increase chances of traction in sale of the firm product. Brand
image is a concept, which reflect positive or negative thinking that people have in respect to the product, or services that pass from one customer to
another. All these things create specific image of perception of product among customers about the product and this play decisive role in their purchase
decisions. People now days are giving much importance to brand image that product have in the market. It can be said that there decisions to large
extent are dependent on the positive or negative image is about the product in market. As per views of Schütte and Ciarlante, (2016) brand image and
memory retention power of customers are closely interlinked to each other. Means that whatever any individual hear about the product have strong
impression in its brain. When one goes to make purchase of relevant product then that impression that is about product in human brain works out and
play a decisive on individual buying decisions. Thus, it is very important for managers of the firms to ensure that they are only developing good image
of their products and services among customers.
Contrary to this Goel and et.al., (2010) state, that brand image does not significantly have impact on individual buying decisions. This is
because positive and negative news are prevailed about every product in the market. There are few products, which have good record of delivering
services to the customer and have strong positive image among them. This can be understand from simple example when one goes in the market to buy
a mobile phone one will gather information about different mobiles from varied people. Some people will communicated positive and some will
communicate negative views about product. The result of all these things will be that both sort of image of the specific brand will be created among
relevant person. This thing will be observed in case of other brands also. Hence, it can be said that all brands condition is equal and none of them can
be assumed in superior position. Thus, brand image does not have much influence on individual purchase decisions.

Relationship between concepts and consumer behaviour
Present literature concluded that five factors namely brand image, ease of use feature, advertisement and product design have impact on
consumer behaviour of people. All these factors and consumer behaviour are interrelated to each other. As per views of Chu and Kim, (2011) Past
researches reflect that product design factor determine whether individual will make purchase of product. Apart from this, ease of use feature have
significant impact on individual decisions to purchase a product. Usually, individuals take an advice from experts or friends and relatives before buying
any item. All these things have impact on individual purchase decisions. According to Ye and et.al., (2011) brand image of product and customer
behaviour are closely associated with each other. Firms must consistently make efforts towards developing positive brand image among customers
about product. In this regard, time-to-time changes must be made in the product portfolio and an attempt must be inform customers about these
changes. It is the change in the product design and feature factor as well as brand image that bring variation in consumer behaviour of people. As per
views of Cheung and Lee, (2012) better understanding of consumer behaviour help firms in developing strong marketing strategies and due to this
reason time to time research must be carried out on buying pattern of products by customers and accordingly alteration must be made in marketing
strategy of the business.
There is significant difference in male and female buying behaviour
According to Sattari, S and et.al., (2016) male and female buying behaviour is slightly different. It can be observed that in many homes women
take purchase related decisions. Women can be considered as one of economist of home and their focus is one on increasing saving rate within home.
This is because within specific amount they have to manage all expenses of business. It is possible only to manage expenses when strict control is
maintained on expenses that are made to purchase products for home. Thus, women consider number of factors for making purchase related decisions.
On other hand, males are less involved in making purchase of home products and due to this reason, they are not much informed about expenses that
are made at home. Hence, male often make more purchase and at higher price than females. It can be said that women follow cautious approach while
making decisions.
Contrary to this Solomon, (2014) state that there is no big difference in consumer behaviour of male and female. This is because in today era

both operate home and due to this reason have strong information about pricing of products. Thus, both think in same direction and accordingly make
purchase of products for homes. It can be said that consumer behaviour of male and female is almost same.
Research methodology
Introduction
Present research study is focused on consumer behaviour. There are number of factors that have impact on consumer behaviour of people like
ease of use, features and brand image etc. In the current report, focus is on identifying the impact that these different factors have on the consumer
behaviour of the people. Apart from this, detail information is gathered about gender difference and its association with the consumer behaviour of the
people. Literature review is done in the report and on this basis, many facts are identified. It is observed that brand image have heavy influence on
individual purchase decisions. This is because brand image determine the perception that people have towards specific product. This factor play an
important role in individual purchase decisions. Thus, it can be said that brand image affects individual buying behaviour. Literature review of other
factors is also done and statistical tools will be applied on data to identify the relationship between different variables. On this basis conclusion, section
will be prepared in the report.
Research design
In the present research study, exploratory research design will be used because main aim of the current research study is to gather information
about consumer behaviour of the people. Thus, it is necessary to conduct survey so that more and more information can be gathered about the research
subject (Mackey and Gass, 2015). Current research study is quantitative research means that facts will be gathered and it will be evaluated in proper
manner. There are number of research designs that are used in the research like descriptive, experimental and exploratory research design. All these
research designs are different from each other. This is the reason due to which in different situations varied research design methods are used by the

researchers. In the present research study exploratory is used so as to explore more and more information about the consumer behaviour from people.
Data collection
In order to gather data sample of 100 respondents will be taken. In this regard, questionnaire will be distributed through social media platform
like Facebook. Questionnaire will be prepared and send to people online. On the basis of received data analysis will be done by using varied statistical
tools. In this way data will be gathered and analysed in proper manner.
Sampling method
In the present research convenience sampling method will be used and under this according to convenience sample units will be taken from the
population (Taylor, Bogdan and DeVault, 2015). Means that there will be no specific method that will be used to take sample units from the
population.
Data analysis
In order to analyse the data set different tools will be used and applied on data set. In this regard, some of the tools that will be used for
analysing data set are correlation and regression as well as t test.
Reliability and validity
It will be ensured that in the present research, reliable data is gathered and in this regard on receipt of data, it will be ensured that answers given
by respondents are reliable in nature. Means that questions in the questionnaire are interlinked to each other (Brinkmann, 2014). If response received
from respondents is different across inter related questions then in that case, research may reflect different and wrong results. Due to this reason it is
very important to ensure that data that is gathered in the present research are reliable nature.

Ethical consideration
In the current research, all ethics will be followed and under this, it will be ensured that data, which is gathered from people, is safe and no one
can access that data without permission of researcher. In this regard, appropriate steps will be taken like data that is entered in to excel sheet will be
protected by password. In this way, it will be ensured that entire data that is related to respondents is safe inaccessible from approach of unauthorized
person.
Limitation of research
There are few limitations of the present research study and one of them is that convenience-sampling method is used in the present research
study. This method is not fully appropriate for the present research because on convenience basis sample units will be taken from the population. In this
sampling method, results can be biased by preference, social status and culture of population.
Data analysis
Reliability test
Reliability Statistics
Cronbach's
Alpha
Cronbach's
Alpha Based
on
Standardized
Items
N of Items

.808 .820 20
Interpretation
Value of croanbach alpha is 0.808, which is above 0.7, and this reflect that there is high level of internal consistency across all variables.
Characteristics of sample
Gender
Frequency Percent Valid
Percent
Cumulative
Percent
Valid
Male 52 52.0 52.0 52.0
Female 48 48.0 48.0 100.0
Total 100 100.0 100.0
Age
Frequency Percent Valid
Percent
Cumulative
Percent
Valid Below 25 years 31 31.0 31.0 31.0
range of 26 to
30 26 26.0 26.0 57.0
range of 31 to
35
30 30.0 30.0 87.0

range of 36 to
40 8 8.0 8.0 95.0
above 40 years 5 5.0 5.0 100.0
Total 100 100.0 100.0
Income
Frequency Percent Valid
Percent
Cumulative
Percent
Valid
Below 25000 30 30.0 30.0 30.0
range of 26 to
30 20 20.0 20.0 50.0
range of 31 to
35 20 20.0 20.0 70.0
range of 36 to
40 16 16.0 16.0 86.0
above 40 years 14 14.0 14.0 100.0
Total 100 100.0 100.0
Education
Frequency Percent Valid
Percent
Cumulative
Percent
Valid Diploma 27 27.0 27.0 27.0

Undergraduat
e 30 30.0 30.0 57.0
Masters 25 25.0 25.0 82.0
Doctoral 17 17.0 17.0 99.0
5.00 1 1.0 1.0 100.0
Total 100 100.0 100.0
Occupation
Frequency Percent Valid
Percent
Cumulative
Percent
Valid
Professional 51 51.0 51.0 51.0
Business 32 32.0 32.0 83.0
Not
employed 17 17.0 17.0 100.0
Total 100 100.0 100.0
Gender distribution of respondents
Results are reflecting that there 52% (52) male in sample size followed by 48%(48) are females out of overall sample size. It can be said that
sample is balanced.

Age distribution of respondents
Facts revealed that those who are less than 25 in age have 31% proportion in sample followed by 26-30 have 26%, 31-35 have 30%, 3-40 have
8% share in sample size. Those who are in age group of more than 40 years of age have 5% portion in sample size.
Income distribution of respondents
On table that is in appendix it can be seen that individuals having salary less then 25000 have 30% proportion in sample followed by those who
have income in range of 26000-35000 have 20%, 36000-40000 have 20% in sample size. Apart from this, those who have income level 41000-45000
have share of 16% in sample. It can be said that in proper manner there is distribution of people across income categories.
Education level distribution of respondents
Those who have diploma degree have 27% portion in sample followed by undergraduate have share of 30% in sample. Apart from this, those
who complete masters have 25% share in entite sample. Doctoral degree holders have only 17% share in sample. It can be said that undergraduate and
diploma holders have huge proportion in sample.
Occupation distribution of respondents
Professional have 51% portion followed by business have 32% portion in sample size.
Descriptive statistics
Product design
Descriptive Statistics

N Minimu
m
Maximu
m
Mean Std.
Deviation
Priceandinfluence 100 1.00 4.00 1.9300 .91293
Prioritytoproductdesign 100 1.00 4.00 1.8800 .87939
Importancetoproductde
signoverprice 100 1.00 4.00 1.8100 .88415
Valid N (listwise) 100
Mean value of all variables is nearby to 2 and this reflect that most of respondents are agree on the asked statement. This means that price have
influence on individual purchase decisions and people give importance to product design while making decisions. Apart from this, respondents are
neutral on statement whether they give importance to design over product.
H0: There is positive relationship between consumer buying behaviour and product design (smart connection)
H1: There is no positive relationship between consumer buying behaviour and product design (smart connection)
Correlations
Priceandinflu
ence
Prioritytopro
ductdesign
Importanceto
productdesig
noverprice
Priceandinfluence
Pearson
Correlation 1 .304** .184
Sig. (2-tailed) .002 .068
N 100 100 100
Prioritytoproductdesign Pearson
Correlation .304** 1 .399**
Sig. (2-tailed) .002 .000

N 100 100 100
Importancetoproductde
signoverprice
Pearson
Correlation .184 .399** 1
Sig. (2-tailed) .068 .000
N 100 100 100
**. Correlation is significant at the 0.01 level (2-tailed).
Facts reflect there is significant relationship between variables, which are priority to product design, and priority that is given to same over price. As
correlation value is 0.000 and this reflect that product design have impact on consumer behavior of people.
Advertisement
Descriptive Statistics
N Minimu
m
Maximu
m
Mean Std.
Deviation
attentiontoadwithlowpri
ce 100 1.00 4.00 1.8500 .93609
adspeakingaboutdurabil
ity 100 1.00 4.00 1.8600 .91032
importancetopriceandd
urabilityshowinadwhile
makigdecisons
100 1.00 4.00 1.6500 .83333
Valid N (listwise) 100

Mean value of most of variables is nearby to 2 and this reflects that on asked statement respondents are agree. It can be said that people give much
importance to those advertisements, which reveal low price of product. People giving much importance to advertisements, which speak about
durability of product. Results indicate that durability and price factor that are revealed in advertisement are given much importance while making
purchase related decisions.
H0: There is no positive relationship between consumer buying behaviour and advertising.
H1: There is positive relationship between consumer buying behaviour and advertising.
Correlations
attentiontoad
withlowprice
adspeakingab
outdurability
importanceto
priceanddura
bilityshowina
dwhilemakig
decisons
attentiontoadwithlowpri
ce
Pearson
Correlation 1 .378** .165
Sig. (2-tailed) .000 .101
N 100 100 100
adspeakingaboutdurabil
ity
Pearson
Correlation .378** 1 .201*
Sig. (2-tailed) .000 .045
N 100 100 100
importancetopriceandd
urabilityshowinadwhile
makigdecisons
Pearson
Correlation .165 .201* 1
Sig. (2-tailed) .101 .045
N 100 100 100
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).

There is positive correlation value, which is 0.165, which reflect that there is less significant relationship between advertisement that reveal low
price of product and purchase decisions. Hence, advertisement have no big impact on consumer behavior of people.
Ease of use feature of product
Descriptive Statistics
N Minimu
m
Maximu
m
Mean Std.
Deviation
gatherinfooneaseofuse 100 1.00 4.00 1.8400 .90699
investigationonfeatureo
feaseofusewlemakingpu
rchase
100 1.00 4.00 1.9200 .92856
readytopaymoreforprod
ucthaveeaseofusefeatur
e
100 1.00 4.00 1.8200 .90319
Valid N (listwise) 100
Overall value of mean reflect that most of respondents are agree on the fact that before purchasing VC they do deep research and ready to pay more for
product even its price is high.
H0: There is no positive relationship between consumer buying behavior and ease of use
H1: There is positive relationship between consumer buying behavior and ease of use

Correlations
gatherinfoone
aseofuse
investigation
onfeatureofea
seofusewlem
akingpurchas
e
readytopaym
oreforproduct
haveeaseofus
efeature
gatherinfooneaseofuse
Pearson
Correlation 1 .237* .248*
Sig. (2-tailed) .018 .013
N 100 100 100
investigationonfeatureo
feaseofusewlemakingpu
rchase
Pearson
Correlation .237* 1 .248*
Sig. (2-tailed) .018 .013
N 100 100 100
readytopaymoreforprod
ucthaveeaseofusefeatur
e
Pearson
Correlation .248* .248* 1
Sig. (2-tailed) .013 .013
N 100 100 100
*. Correlation is significant at the 0.05 level (2-tailed).
Correlation value is high 0.248 between variable gathering of information on ease of use feature of product and variable people are ready to pay
more for advanced products and value of level of significance is 0.013<0.05. It can be said that ease of use feature of product heavily affect their
consumer behavior.

Brand image
Descriptive Statistics
N Minimu
m
Maximu
m
Mean Std.
Deviation
wordofmouthandbrandi
mage 100 1.00 4.00 1.8000 .89893
influenceofbrandimage 100 1.00 4.00 1.7200 .85375
searchoninfoevengaene
gativeimage 100 1.00 4.00 1.8200 .89194
Valid N (listwise) 100
Results are indicating that mean value is less than 2 which means that word of mouth create positive perception of brand among people and influence
their purchase decisions.
H0: There is no positive relationship between consumer buying behaviour and brand image.
H1: There is positive relationship between consumer buying behaviour and brand image.
Correlations
wordofmouth
andbrandima
ge
influenceofbr
andimage
searchoninfoe
vengaenegati
veimage
wordofmouthandbrandi
mage
Pearson
Correlation 1 .242* .181
Sig. (2-tailed) .015 .071
N 100 100 100

influenceofbrandimage
Pearson
Correlation .242* 1 .384**
Sig. (2-tailed) .015 .000
N 100 100 100
searchoninfoevengaene
gativeimage
Pearson
Correlation .181 .384** 1
Sig. (2-tailed) .071 .000
N 100 100 100
*. Correlation is significant at the 0.05 level (2-tailed).
**. Correlation is significant at the 0.01 level (2-tailed).
Correlation value 0.242 indicate that there is less relationship between brand image in terms of word of mouth marketing and its influence on
purchase decisions. People less consider brand image while making decisions.
Different consumer behaviour of male and female
H0: There is significant difference between female and male in consumer buying behaviour.
H1: There is significant difference between female and male in consumer buying behaviour.
Descriptive Statistics
N Minimu
m
Maximu
m
Mean Std.
Deviation
maleandfemaleconsume
rbehaviiour 100 1.00 4.00 1.6700 .81718

differentdecisonsofwo
menthenman 100 1.00 4.00 1.8000 .82878
frequencyoftakingpurch
aserelareddecisonsatho
me
100 1.00 4.00 1.8000 .97442
Valid N (listwise) 100
Results are reflecting average is nearby or less then 2 which means that male and female have different consumer behavior. Decisions taken by women
are different then male in respect to purchase of VC. Male and female equally take purchase related decisions associated with home.
Correlations
maleandfemaleco
nsumerbehaviiour
differentdecisonso
fwomenthenman
frequencyoftaking
purchaserelaredde
cisonsathome
maleandfemaleconsumerbehavii
our
Pearson Correlation 1 .200* .221*
Sig. (2-tailed) .046 .027
N 100 100 100
differentdecisonsofwomenthen
man
Pearson Correlation .200* 1 .300**
Sig. (2-tailed) .046 .002
N 100 100 100
frequencyoftakingpurchaserelar
eddecisonsathome
Pearson Correlation .221* .300** 1
Sig. (2-tailed) .027 .002
N 100 100 100
*. Correlation is significant at the 0.05 level (2-tailed).
**. Correlation is significant at the 0.01 level (2-tailed).

Correlation value is there is correlation value 0.200 which means that there is less association in consumer behaviour of male and female with
each other.
Hypothesis
H0: There is no significant mean difference between genders in terms of purchase related decisions.
H1: There is significant mean difference between gender in terms of purchase related decisions.
Group Statistics
Gender N Mean Std.
Deviation
Std. Error
Mean
frequencyoftakingpurch
aserelareddecisonsatho
me
Male 52 1.5385 .72657 .10076
Female 48 2.0833 1.12672 .16263
Independent Samples Test
Levene's
Test for
Equality of
Variances
t-test for Equality of Means

F Sig. t df Sig.
(2-
tailed)
Mean
Difference
Std. Error
Difference
95% Confidence
Interval of the
Difference
Lower Upper
frequencyoftakingpurchaserelareddecisonsathome
Equal
variances
assumed
5.289 .024 -2.896 98 .005 -.54487 .18815 -.91824 -.17150
Equal
variances
not
assumed
-2.848 79.246 .006 -.54487 .19131 -.92565 -.16409
Level of significance is 0.05=0.05, which indicates that there is significant, mean difference between male and female in respect to purchase related
decisions. Means both equally make purchase related decisions that are related to home.
Discussion, conclusion and recommendation
Results are clearly reflecting that firms need to focus on number of factors for making prudent decisions. It is very difficult to maintain
customer in the business because now a days they are making decisions based on information that they received on analysing market. Information from
advertisement and negative publicity does not matter for them. This is because people understand that in advertisement wrong facts are revealed.
Company every product cannot be defective and due to this reason too much importance must not be given to negative information. Thus, in current
time period information that people receive on market research and price factor majorly influence their purchase decisions.
It is concluded that price factor have heavy impact on buying decisions. However, in comparison to price people give much importance to
design of product. People do not give much importance to the price and durable factors that are revealed in advertisement while making purchase
decisions. It can be said that based on research people make their decisions. For buying ease of use product people are prepared to pay more to firms.

Image of the product that is in market does not have big influence on purchase decisions. This reflects that information that is received by people on
research is taken as base to make relevant decision. Male and female have different consumer behaviour but both equally participate in decision-
making process.
It is recommended to the firms that they need to increase attention value of their advertisement. In this regard, advertisement can be prepared in
attractive manner, which is done by Vodafone. Usually, people change channel when advertisement come. When ad will be attractive, people will view
it and same will affect their purchase decisions. Focus must be on product price and in this regard, boost must be given on R&D for cost cutting of
product. By doing so it can be ensured that firm product will be priced at low price then other rivals. This will provide edge to firm over rivals.
It is recommended to the business firms that it must focus on product design. This is because results are reflecting that people are giving due
priority to good design over other factors that affect their purchase decisions. Thus, huge expenditure must be made on R&D so that at fast rate
innovative feature can be added to the product. Launching of innovative vacuum cleaner will help firm in creating new customers in business, which
will result in earning of huge profit in business.
It is also recommended that company must developed more ease of use related feature on their product so that within less time and by making
less efforts work can be done by using Vacuum cleaner. Results obtained on analysis of data revealed that people are prepared to pay more for the
products that have in built ease of use feature. Thus, in order to remain in competition and to influence consumer behaviour in proper manner more and
more ease of use feature must be developed within product.

REFERENCES
Books and Journals
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elasticity of demand for food. American journal of public health. 100(2). pp.216-222.
Brinkmann, S., 2014. Interview. In Encyclopedia of Critical Psychology (pp. 1008-1010). Springer New York.
Cantallops, A. S. and Salvi, F., 2014. New consumer behavior: A review of research on eWOM and hotels. International Journal of Hospitality
Management. 36. pp.41-51.
Cheung, C. M. and Lee, M. K., 2012. What drives consumers to spread electronic word of mouth in online consumer-opinion platforms. Decision
support systems. 53(1). pp.218-225.
Chu, S. C. and Kim, Y., 2011. Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International
journal of Advertising. 30(1). pp.47-75.
Darley, W. K., Blankson, C. and Luethge, D. J., 2010. Toward an integrated framework for online consumer behavior and decision making process: A
review. Psychology & marketing. 27(2). pp.94-116.
De Mooij, M. and Hofstede, G., 2011. Cross-cultural consumer behavior: A review of research findings. Journal of International Consumer Marketing.
23(3-4). pp.181-192.
Ferraro, P. J. and Price, M. K., 2013. Using nonpecuniary strategies to influence behavior: evidence from a large-scale field experiment. Review of
Economics and Statistics. 95(1). pp.64-73.
Goel, S. and et.al., 2010. Predicting consumer behavior with Web search. Proceedings of the National academy of sciences. 107(41). pp.17486-17490.
Gottwalt, S. and et.al., 2011. Demand side management—A simulation of household behavior under variable prices. Energy policy. 39(12). pp.8163-
8174.
Horner, S. and Swarbrooke, J., 2016. Consumer behaviour in tourism. Routledge.
Mackey, A. and Gass, S.M., 2015. Second language research: Methodology and design. Routledge.

Schütte, H. and Ciarlante, D., 2016. Consumer behaviour in Asia. Springer.
Solomon, M. R., 2014. Consumer behavior: Buying, having, and being. Upper Saddle River, NJ: Prentice Hall.
Solomon, M., Russell-Bennett, R. and Previte, J., 2012. Consumer behaviour. Pearson Higher Education AU.
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Wilson, A. and et.al., 2012. Services marketing: Integrating customer focus across the firm. McGraw Hill.
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Online
Sattari, S and et.al., 2016. [Online]. Consumer Behavior Research
Available through:< http://journals.sagepub.com/doi/full/10.1177/2158244016645638>. [Accessed on 9th August 2017].
Questionnaire
Part 1: Personal Information
1. Select gender from below given options?
 Female
 Male
2. In which of below given age group do you fall?

 Below 25 years
 26- 30 years
 31- 35 years
 36- 40 years
 Above 40 years
3. Please, select income category to which you belong.
 Below $25000
 $26000 - $35000
 $36000 - $40000
 $41000 – $45000
 Above $46000
4. Please, select you education level
 DiplomAda
 Undergraduate
 Masters
 Doctoral
5. Select your occupation.
 Professional
 Business
 Not employed
C

Price and product design
Do you agree to the following statements?
Strongly
agree (1)
Agree(2) Neutral(3) Strongly
disagree(4)
Disagree(5)
Q6 Price of the
electronic items such
as: vacuum cleaner
influence your
purchase decision.
Q7 You give priority
to product design
while purchasing
product?
Q8 Do you give
importance to
product design over
price of product.
Advertisement by considering factors like durability and price
Strongly Agree(2) Neutral(3) Strongly Disagree(5)

agree (1) disagree(4)
Q8 You pay much
attention to those
advertisements,
which speak about
low price of product.
Q9 You pay special
attention on
advertisements
which speak about
product durability.
Q10 Due importance
is given to factors
that you selected
above in respect to
relevant
advertisement while
making purchase
decisions.

Ease of use feature of product
Strongly
agree (1)
Agree(2) Neutral(3) Strongly
disagree(4)
Disagree(5)
Q11 You often
gather information
about products that
have ease of use
feature.
Q12 You research
about each feature in
detail while
purchasing
electronic goods
such as vacuum
cleaner.
Q13 You are ready
to pay more price for
for products that can
be used easily.

Brand image by word of mouth
Strongly
agree (1)
Agree(2) Neutral(3) Strongly
disagree(4)
Disagree(5)
Q14 Word of mouth
marketing create
specific image of
brand in your mind.
Q15 Image created
heavily influence
your purchase
decisions.
Q16 Do you search
information about
product even you
have slight negative
perception about it.
Different consumer behaviour of male and female
Strongly
agree (1)
Agree(2) Neutral(3) Strongly
disagree(4)
Disagree(5)

Q17 Do you think
that male and
female have
different consumer
behaviour.
Q18 In respect to
product like Vacuum
cleaner women
decisions are
different then men.
Q19 At home how
mostly take purchase
related decisions in
respect to
appliances.