ELK ASIA PACIFIC JOURNAL OF MARKETING AND RETAIL MANAGEMENT. ISSN (Print) ISSN (Online) Volume 4 Issue 3, July (2013)

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1 A STUDY ON CONSUMER PREFERENCE TOWARDS PURCHASE OF ELECTRONIC CONSUMER DURABLES FROM RETAIL MALLS Dr. Ritesh K. Patel Academic Associate, Marketing Area, Indian Institute of Management, Ahmedabad ABSTRACT The Current study pertains to find the universe of the retailer present in Ahmedabad selling electronic consumer durables within retail malls, to find the market size in term of sales in units of organized retail mall, to find the why particular product of electronic product sale from the retail mall and which factor influence more consumer preference in purchasing a particular product from organized retail mall. Descriptive research was undertaken and close ended questionnaires were administered a) through personal interviews and telephonic interviews on consumers who had purchased electronic b) consumer durables from organized retail malls with in past six months. In the introduction research focuses on current scenario of the retail business in India and what is future potential. The researcher has used statistical techniques such as Chi-square analysis and ANNOVA to reach at conclusion of this study. Our study found that the factors like specific cost benefit, technological factors, promotional factors, social-culture, trust factors, satisfaction with retail mall are most important factors which influence the consumer preference. Demographical factors such as age, occupation, education, income and family structure also plays a key role in selecting a retail mall and mall layout preferences also differs based on these demographical factors. Keywords: Electronic Retailing, Consumer Preference, Consumer Behaviour, Purchase Behaviour, White Goods Retailing, organized retailing, etc. Introduction: Durable goods are those which don t wear out quickly, yielding utility over time rather than at once. Examples of consumer durable goods include electronic equipment, home furnishings and fixtures, photographic equipment, leisure equipment and kitchen appliances. They can be further classified as either white goods, such as refrigerators, washing machines and air conditioners or brown goods such as blenders, cooking ranges and microwaves or consumer electronics such as televisions and DVD players. Such big-ticket items typically continue to be serviceable for three years at least and are characterized by long inter-purchase times. Performance In the past 10 years, the global market has witnessed a surge in demand as economies such as Brazil, Mexico, India and China have opened up. The consumer durables industry has always

2 exhibited impressive growth despite strong competition and constant price cutting, and the first contraction since the 2001 dot-com bust has been due to the global recession. Given the strong correlation between demand for durables (both new and replacements) and income, the industry naturally suffered during the period. However, projections for current year going forward are very optimistic, as consumers resume spending, and producers launch new enticing variants to grab new customers. Leading players include Sony Corporation, Toshiba Corporation, Whirlpool Corporation and Panasonic Corporation. Developing countries such as India and China have largely been shielded from the backlash of the recession, as consumers continued to buy basic appliances. In fact, China has been ranked the second-biggest market in the world for consumer electronics. Despite the recession, their strong domestic economy and growing high-income population have buoyed demand leading to aggressive market growth. There is growing interest for new age products such as LCD-TVs and DVD players. Meanwhile, the penetration of the basic, largest dollar items such as ovens, washing machines and refrigerators is also increasing. India too, has witnessed a similar phenomenon, with the urban consumer durables market growing at almost 10 %p.a., and the rural durables market growing at 25% p.a. Some high-growth categories within this segment include mobile phones, TVs and music systems. The Indian consumer durables industry has witnessed a considerable change in the past couple of years. Changing lifestyle, higher disposable income coupled with greater affordability and a surge in advertising has been instrumental in bringing about a sea change in the consumer behavior pattern. Apart from steady income gains, consumer financing and hire-purchase schemes have become a major driver in the consumer durables industry. In the case of more expensive consumer goods, such as refrigerators, washing machines, color televisions and personal computers, retailers are joining

3 forces with banks and finance companies to market their goods more aggressively. In addition, change in policy, such as the WTO FTA in 2005 resulted in zero customs duty on imports of all telecom equipment, thereby improving the pricing and affordability of imported goods. Challenges The biggest threats to the local industry going forward are supply-related issues pertaining to distribution and infrastructure, as well as demand issues due to competition from imported goods. The lack of well-developed distribution networks makes it especially challenging to penetrate the fastest growing rural areas economically. In addition, regular power cuts and poor road linkages make systematic production, assembly and delivery problematic. On the demand side, customers have increasing choice from both domestically produced and imported goods, with similar features. This homogeneity makes it difficult for players to remain ahead of the competition. MNCs hold an edge over their Indian counterparts in terms of superior technology combined with a steady flow of capital, while domestic companies compete on the basis of their wellacknowledged brands, an extensive distribution network and an insight in local market conditions. The largest MNCs incorporated in India are Whirlpool India, LG India, Samsung India and Sony India and home grown brands are Videocon, Godrej Industries and IFB. Future Prospects Overall, the industry s future remains robust, and interested applicants will benefit from a holistic learning experience; Many of the research, sales, marketing and advertising related roles will necessitate a good on-the-job learning of target audiences, who may well be a totally new segment, based in never-before visited Class II and III towns. In addition, those with technical backgrounds will be able to leverage their knowledge and experience to constantly develop and innovate the product variants. With more MNCs

4 growing their Indian businesses, there is great potential to also learn best-in-class systems and management skills. Literature Review According to a McKinsey Global Institute (MGI) study titled 'Bird of Gold': The Rise of India's Consumer Market, the total consumption in India is likely to quadruple making India the fifth largest consumer market by Urban India will account for nearly 68 per cent of consumption growth while rural consumption will grow by 32 per cent by India ranks first in the Nielsen Global Consumer Confidence survey released in October India is one of the fastest growing markets in the world and the current consumer belief that recession would soon be a thing of the past has filled Indians with confidence, said Piyush Mathur, Managing Director, South Asia, The Nielsen Co. With 129 index points, India ranked number one in the recent round of the survey, followed by Thailand (117) and Australia (115). According to recent reports, the Indian consumer sector is attracting more interest from both private equity (PE) and mergers and acquisitions (M&A). This heightened level of PE interest is evidenced by three PE deals which have happened in the consumer space in quick succession in the last few months Henderson Equity Partners' investment in Genesis Colors, IL&FS' private equity investment in The Mobile Store and investment by Bain Capital & TPG Growth in Lilliput Kidswear, said Ajay Arora, Partner, Transaction Advisory Services, Ernst & Young. Consumer Durables The Consumer durables recorded a growth of 31 per cent in October According to the Consumer Electronics and Appliances Manufacturers Association (CEAMA), the consumer durables and electronics sector has registered a per cent growth in According to the industry body, the total size of consumer durables and electronics sector is around US$ 7.85 billion. The sales of display category products such as Flat Panel Displays -- LCDs, PDPs rose phenomenally by 45 per cent this year, while the sales of air

5 conditioner and home appliances surged by nearly 12 per cent and 23 per cent respectively. The Indian consumer electronic industry represents immense growth potential for years to come. The industry is expected to grow at a CAGR of nearly 19 per cent during to US$ 9.5 billion, according to a research report Global Consumer Electronics Market Forecast to 2013, by RNCOS. Rajesh Rajaguru and Margaret J Matanda state about consumer perception of store and product attributes and its effect on customer loyalty within the Indian retail sector. Store attributes are assessed in the dimensions of store appearance, service quality and convenience of store. Product attributes dimensions investigated include product quality, price and availability of new products. In this study, customer loyalty is considered as repeated purchasing behaviour of consumer towards a store. The results suggest that except product price, other store and product attributes have positive effects on customer loyalty. J. Clement Sudhahar, Duraipandian Israel, A. Prabhu Britto and M. Selvam presented Service Loyalty Measurement Scale: A Reliability Assessment. This research article demonstrates the application of confirmatory factor analysis (CFA) in the scale development process of measuring the construct service loyalty (SERVLOYAL). The conceptualization of SERVLOYAL is presented, the dimensions forming the SERVLOYAL construct are figured out. The nitty-gritty of CFA is discussed. Maive Suuroja (2003) states about service quality. Conceptualization & service quality perception have been the most debated and controversial topics in the services marketing literature to date. This paper analyzes the main debates about how to conceptualize service quality about the nature of perceived service quality (perception of performance vs. disconfirmation) and the formation of service quality (single construct vs. aggregation of several dimensions). The paper explores the

6 main theoretical viewpoints and seeks supportive empirical evidences. B.B Goyal, Meghna Aggarwal Jr. (2009) presented empirical study on organized retailing market in India. Retail sector and its environment have experienced radical changes in the last decade. Most of the challenges are due to changing demographic, social, politic, business climate, and changes in the retail sector including the addition of Wall Mart, Carrefour, K-Mart, etc. This paper examines the relative importance of the various products purchased at organized retail outlets and the choice of format, the consumer has when purchasing a product. The paper also discusses the expected development of organized retail in the future, focusing on aspects with potential effects on consumer purchasing behavior. Mohammad Amin (2008) presented Retailing in India: Assessing the Investment Climate the paper attempts to highlight the main problems confronting the retail sector in 41 large cities of India. The analysis reveals that inadequate power supply, access to finance and corruption are the three most severe problems. He has also shown that while labor laws are not too important an obstacle, they are beginning to make their presence felt. Competition in the sector is also low by international comparisons and pro-competitive reforms could hold the key for a significant improvement in retailing efficiency in the country. Lastly, he finds little evidence of a negative effect of large on small retailer. Marketing strategy Dr. S. Sarvana (2010) In his article in Indian Journal of marketing entitled "A study an consumer behavior of woman with special reference to durable goods in coimbatore city- Tamil Nadu", found that education plays a keyrole in shopping behavior and higher income group respondents shop as and when they like; In majority women plays a major role in purchase decision and they prefer to prepare an item list before purchasing. Family influences the consumer s behavior to a greater extent

7 while purchasing. Majority of the respondents prefer to purchase products from departmental store rather than any other shop. Most of the people recommend the product purchased by them to others. People give preference to product quality. Most of them satisfied with the factors such as price, quality, and availability of service and design of durable goods. In the present study we are internal to know wither people in Allahabad City as satisfied with the price, quality, availability, service and design of electronic goods. Delsapratim Purkayastha (Sep. 2009) In his study published in case folio the Icfai Journal of management case studies entitled, "Realities of emerging markets : Some lessons from uni lever's strategy for lifebuoy & Sunsilk in India" The case focuses on HUL'S strategy for growing two mature brands with mass appeal Life buoy and Sunsilk by targeting new segments in innovative ways. With India being waived as a test market for emerging markets strategies analysts felt that the learning from these initiatives would help unilever develop a strong presence in other 'emerging markets strategies as well. The case tries to dispel the myth that emerging markets are only about devising strategies to target the huge BOP segment Analysts are of the opinion that HUL'S success in India was due to its ability to cater to all segments by adapting products, prices and promotion to each of them. Indu P and Vivek Gupta (Sep. 2007) In their case study published in case folio the Icfai journal of management case studies entitled "Marketing strategies of Harley Davidson" had viewer that the marketing strategies of the usbased motorcycle manufacturer Harley Davidson Motor Company (H-D) uses the marketing mix element including product, price, distribution and promotion strategies of the company. Notwithstanding the success of H-D'S marketing strategies, some critics were of the opinion that the H-D was not focusing on its core competency i.e. motorcycle and is diluting its brand. The company has a long way to go in maintaining good

8 relationships with the company's customers. Debapratim Purkayastha and Rajiv Fernando (May. 2007) In case study published in case folio the Icfai Journal of management case studies entitled "Innovative marketing strategies of Lush fresh handmade cosmetics", found that the absence of a regular marketing department might prove counterproductive for the company. With the competition in the ethical cosmetics market expected to increase some experts also felt that lush, which had thus for remained an independent, The company did not have a traditional marketing department and retied more an unconventional products, wacky product naves in store advertising, word of month advocacy and public relation. In the case published in case folio entitled "Market expansion strategies of Maruti Udyog", it was found that market expansion strategies was based on the introduction of new models, and upgrading of existing models in response to market demand. Promotional offers were undertaken by NUL in its quest for market dominance the company was able to would itself according to the market requirements by entering new domains and reaching out to potential customers through its 'True Value' and other promotional offers. Bansh Hari (2002) In his thesis entitled "Marketing of electronic products in India with special reference to computer and television industries", that electronic product is looked upon by most people almost as a natural phenomenon beyond people's control many people have accepted marketing of electronic products as their career and electronic products have greater effect an society. Attitude of people towards marketing is positive and marketing of electronic products powerful enough to promote consumers cultures & value. It is an investment of the future which manufactures expect will pay off many times more. The study is restricted only up to marketing of electronic product which exclusively are T.V. and computer, whereas this study covers electronic goods in entertainment sector

9 which includes T.V., DVD, Music System, Play Station etc. It concentrates on the marketing strategy adopted by the companies. Greg Laird and Robert R. Harman (1997) In their research paper entitled, "Linking marketing strategy to customer value: Implication for technology marketers", had presented a model that identifies the factors that drive customer perceptions of value and describes linkages with marketing strategy. The paper argues that a thorough understanding of customer value drivers can increase the effectiveness of marketing strategy. Improved customer intimacy is the major pay off. The value driver analysis can provide critical insights for product and service development and operational efficiency the paper proposes a model for linking marketing strategy to the customer's perceptions of value. It suggests that a deep knowledge of customer value can improve the processes that create and deliver that value. Anticipating changes in customer value is critical to the success. Additional attention should be placed an understanding the impact of the buying situation several. Consumer behaviour Judith chevalier and Sustan Goolsbec (Nov. 2009) In their article in the quarterly journal of economics "All durable goods consumers forwardlooking?", mentioned that the consumers think about the future when the make durable goods purchase and look very much like the forward looking rational expectation consumer of the neoclassical model. This is apparent in the purchase behavior of the students and in the pricing behavior of sellers. People are willing to pay less or are less willing to buy products for which the projected future life is short. Martin R Lautnan and Koenpouwels (Sep. 2009) In their article given in Journal of advertising research entitled "Metrics that matter: Identifying the importance of consumer wants and needs", suggested that there is a need for the development of data fusion models

10 that capitalize on the advantages and disadvantages of various important assessment methodologies, multistage models reflecting hierarchical consumer decision making and competitive set formation would see to have potential value. Vinod Kumar (1993) In his thesis on "A study of impact of consumerism and marketing practices", found that business competitions resulting in intense sales promotion and marketing efforts tend to shake the confidence of consumers. There is a decline in the quality standards of products because of lowering of prices either to meet competition or the poor purchasing power of the consumer increases in the market imperfection which lead to an information gap between the manufacturers/ traders and the consumers because of impersonalized selling. There is an increase in the number of goods and services in the economy of which the consumer has no previous experience resulting in error in his decision making. Rizwana Ahmed (1992)In her thesis entitled "Consumer buying decision for consumer durable goods" opined that, the durable goods are generally purchased in recognition of a need that has to be fulfilled of the durable goods, those that fall in category of what we term as 'gadgets' or appliances are generally purchased for they offer come convenience by way of reducing labor or time or effort involved in a process such as a food processor, microwave cooking oven or refrigerator, washing machine etc. She of the new that the consumers are more reluctant to admit the intangible appeals of the durable goods especially those pertain to their status or social standing but more admit that the practice aspects of the products attracted them to purchase it. The consumer behavior is always subject to change and a host of factors influence the purchase decision of consumer for durable goods. The study looks into the internal determinate of consumer behavior such as need, motive perception attitudes, learning & personality whereas the present scare investigated into the environment factors, a buyers characteristics their decision

11 process and buyer's response in regard to the marketing strategy adopted by the electronic companies. Problem Definition Consumers frequently change their shopping behavior. This is a major issue for company to predict their future and profitability. But main point is that why consumer change their choices frequently, and why they purchase some product and why not other one. So that my problem statement is that, Management Decision Problem Should a retail mall keep all electronics consumer durable product? Marketing Research problem 1) Broad Statement of the problem To determine consumers prefer some specific brand in electronics consumer durable product to purchase from retail mall? 2) Specific Components of the problem 1. What Demographical Factors will operate? 2. Which Specific Cost Benefit will affect preferences? 3. How far Technological Factors influence preference of consumer? 4. Which Promotional Factors are attracting the customer? 5. Any Social-Culture Factors will affect the consumer behavior? 6. How much Trust Factors influence to purchase from retail mall? 7. How is the customer Satisfaction with retail mall? Analysis and Interpretation The analysis of the data is done by using different tests like Chi-square analysis, and discussed in the upcoming parts. The results got through these tests are then interpreted accordingly and final outcome has been achieved. Chi-square Analysis 1. Chi-square between Different products of electronic consumer durable to age.

12 Ho: There is no significant impact age on purchasing different product of electronic consumer retail mall. H1: There is significant impact age purchasing different product of electronic consumer retail mall. Table 1 PRODUCT CAT. Q1 PRODUCT CAT. Q1 * AGE Cross tabulation AGE TO Above Tota l A/C TV HOME THEATER REFRIGERATOR Total Chi-Square Tests Table : 2 Value Df Asymp. Sig. (2-sided) Pearson Chi-Square a Likelihood Ratio Linear-by-Linear Association N of Valid Cases 300 Chi-Square Tests Table : 2 Value Df Asymp. Sig. (2-sided) Pearson Chi-Square a Likelihood Ratio Linear-by-Linear Association N of Valid Cases 300 The table 1of Chi-Square Tests shows that different products of electronic consumer retail mall have a negative relation with the age as the Chisquare is The significance level of 0.121indicates that this Chi-square is statistically no significant. So that we reject alternate hypothesis H1, and accept

13 null hypothesis Ho, that there are no significant impact age on purchasing different product of electronic consumer retail mall. As the table 1of Cross tabulation shows that there is no any direct relation with purchasing different product of electronic consumer retail mall. H1: There is significant impact occupation on purchasing different product of electronic consumer retail mall. the particular product purchase from Table : 2 PRODUCT CAT. Q1 * OCCUPATION Cross tabulation electronic consumer durable in different OCCUPATION Job Business Others PRODUCT CAT. Q1 A/C TV HOME THEATER REFRIGERATOR Total Total age group. As per the table all the different age groups (18-25, 26-35, 36-45, 46-Above) have purchase different products (A/C, T.V., Home Theater, and Refrigerator) from retail mall, so that there is no difference in choice to purchase product from CDRM. The table 2 of Chi-Square Tests shows that different products of electronic consumer retail mall have a negative relation with the occupation as the Chi-square is The significance level of 0.219indicates that this Chisquare is statistically no significant. So that we reject alternate hypothesis H1, 2. Chi-square between Different products of electronic consumer durable to occupation. Ho: There is no and accept null hypothesis Ho, that there are no significant impact occupation on purchasing different product of electronic consumer retail mall. significant impact occupation on

14 As the table 2 of Cross tabulation shows that there is no any direct relation with the particular product purchase from electronic consumer durable in different occupation group. As per the table all the different occupation groups (Job, Business and others) have purchase different products (A/C, T.V., Home Theater, and Refrigerator) in which the occupation in job and business people more prefer to purchase product from ECDRM than in other occupation. 3. Chi-square between Different products of electronic consumer durable to education. Ho: There is no significant impact education on purchasing different product of electronic consumer retail mall. H1: There is significant impact education on purchasing different product of electronic consumer retail mall. Table : 3 PRODUCT CAT. Q1 PRODUCT CAT. Q1 * EDUCATION Cross tabulation EDUCATION Undergraduate Graduate Postgraduate A/C TV HOME THEATER Total REFRIGERATOR Total that we reject alternate hypothesis H1, The table 3 of Chi-Square Tests shows that different products of electronic consumer retail mall have a negative relation with the education as and accept null hypothesis Ho, that there are no significant impact education on purchasing different product of electronic consumer retail mall. the Chi-square is The significance level of indicates that this Chisquare is statistically no significant. So

15 Chi-Square Tests Table : 3 Value Df Asymp. Sig. (2-sided) Pearson Chi-Square a Likelihood Ratio Linear-by-Linear Association N of Valid Cases 300 As the table 3 of Cross tabulation shows that there is no any direct relation with the particular product purchase from electronic consumer durable in different education group. As per the table all the different education groups (U.graduate, Graduate, Post Graduate) have purchase different products (A/C, T.V., Home Theater, and Refrigerator) in which all the level of education equally prefer to visit ECDRM to purchase a different products. 4. Chi-square between Different products of electronic consumer durable to education. Ho: There is no significant impact income on purchasing different product of electronic consumer retail mall. H1: There is significant impact income on purchasing different product of electronic consumer retail mall. Table :4 PRODUCT CAT. Q1 PRODUCT CAT. Q1 * INCOME Cross tabulation up 10,000 to INCOME 10,001 to 25,000 25,001 and Above Total A/C TV HOME THEATER REFRIGERATOR

16 Table :4 PRODUCT CAT. Q1 PRODUCT CAT. Q1 * INCOME Cross tabulation up 10,000 to INCOME 10,001 to 25,000 25,001 and Above Total A/C TV HOME THEATER REFRIGERATOR Total Chi-Square Tests Table :4 Value Df Asymp. Sig. (2-sided) Pearson Chi-Square a Likelihood Ratio Linear-by-Linear Association N of Valid Cases 300 The table 4 of Chi-Square Tests shows that different products of electronic consumer retail mall have a negative relation with the income as the Chi-square is The significance level of 0.207indicates that this Chisquare is statistically no significant. So that we reject alternate hypothesis H1, and accept null hypothesis Ho, that there are no significant impact income on purchasing different product of electronic consumer retail mall. As the table 4 of Cross tabulation shows that there is no any direct relation with the particular product purchase from electronic consumer durable in different education group. As per the table all the different education groups (Up to 10,000, 10,000 to 20,000, 20,000 and above) have purchase different products (A/C, T.V., Home Theater, and Refrigerator) in which all the level of income people are not equally prefer to visit ECDRM to purchase a different products. As the table up 10,000 income people less prefer

17 to purchase from ECDRM than other income groups. 5. Chi-square between Different products of electronic consumer durable to education. Ho: There is no significant impact family Structure on purchasing different product of electronic consumer retail mall. H1: There is significant impact family Structure on purchasing different product of electronic consumer retail mall. Table : 5 PRODUCT CAT. Q1 PRODUCT CAT. Q1 * FAMILY STRU. Cross tabulation FAMILY STRU. Individual Joint Family Nuclear Family Total A/C TV HOME THEATER REFRIGERATOR Total Table :5 Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases Chi-Square Tests Value Df Asymp. Sig. (2-sided) a

18 The table 5 of Chi-Square Tests shows that different products of electronic consumer retail mall have a negative relation with the family structure as the Chi-square is The significance level of 0.230indicates that this Chisquare is statistically no significant. So that we reject alternate hypothesis H1, and accept null hypothesis Ho, that there are no significant impact family structure on purchasing different product of electronic consumer retail mall. As the table 5 of Cross tabulation shows that there is no any direct relation with the particular product purchase from electronic consumer durable in different education group. As per the table all the different education groups (Up to 10,000, 10,000 to 20,000, 20,000 and above) have purchase different products (Individual, joint family and nuclear family) in which all the level of family structure people are equally prefer to visit ECDRM to purchase a different products. As this can be see in the table Chi-square between Baying particular brands of electronic consumer durable to income. Ho: Income of customer does not influence buying particular brand from ECDRM. H1: Income of customer does influence buying particular brand from ECDRM. Table : 6 SAT.RM Q18 * INCOME Cross tabulation INCOME up 10,000 to 10,001 to25,000 25,001 and Above SAT.RM Q18 S. Agree Agree Nutral Disagree S. Disagree Total Chi-Square Tests Total

19 Value Pearson Chi-Square a Likelihood Ratio Linear-by-Linear Association N of Valid Cases 300 The table 6 of Chi-Square Tests shows that different income of customer prefer different brand from ECDRM, and they have a positive relation with the income Df Asymp. Sig. (2- sided) response disagree or strongly disagree. But from the table 4 found that the more people have an income between and they give mix responses. as the Chi-square is The significance level of 0.05indicates that this Chi-square is statistically significant. So that we reject null hypothesis Ho, and accept alternate hypothesis H1, Income of customer does influence buying particular brand from ECDRM. As per the table of the cross tabulation 43% people strongly agree or agree about specific band prefer from the ECDRM, while 15% people give a neutral answer and 42% people give 7. Chi-square between Sales schemes of ECDRM to customer satisfaction toward retail mall services. Ho: Sales scheme is increase you re saving does not influence satisfaction with the retail mall services in ECDRM. H1: Sales scheme is increase you re saving does influence satisfaction with the retail mall services in ECDRM. SAT.RM Q19 * SCB Q3 Cross tabulation Table : 7 SCB Q3 S.Agree Agree Nutral Disagree S. Disagree Total SAT.RM Q19 S.Agree Agree Nutral Disagree

20 S.Disagree Total Chi-Square Tests Table : 7 Value Df Asymp. Sig. (2-sided) Pearson Chi-Square a Likelihood Ratio Linear-by-Linear Association N of Valid Cases 300 The table 7 of Chi-Square Tests shows that different sales schemes increase saving of customer that influence satisfaction toward retail mall and 58 and 94 people mark on respective strongly agree and agree in scheme increase customer saving while 84 people give neutral answer. services ECDRM, and they have a positive relation with the income as the Chi-square is The significance level of indicates that this Chisquare is statistically significant. So that we reject null hypothesis Ho, and accept alternate hypothesis H1, Sales scheme is increase you re saving does influence satisfaction with the retail mall services in ECDRM. As per the table 7 of cross tabulation we can see that 49 and Chi-square between age of customer and satisfaction toward retail mall layout. Ho: Age group of the people does not influence satisfaction with the retail mall layout in ECDRM. H1: Age group of the people does influence satisfaction with the retail mall layout in ECDRM. people have mark on respectively strongly agree and agree in the satisfaction toward retail mall services

21 Table : 8 SAT.RM Q20 * AGE Cross tabulation AGE TO Above Total SAT.RM Q20 S. Agree Agree Nutral Disagree S. Disagree Total Chi-Square Tests Table : 8 Value Df Asymp. Sig. (2-sided) Pearson Chi-Square a Likelihood Ratio Linear-by-Linear Association N of Valid Cases 300 The table 8 of Chi-Square Tests shows that different age group of customer that does not influence satisfaction toward retail mall services in ECDRM, and they have a negative relation with the age and layout of ECDRM, as the Chi-square is The significance level of 0.119indicates As per the table 8 of cross tabulation we can see that 95 and 128 people have mark on respectively strongly agree and agree in the satisfaction toward retail mall layout services and the result is found that age is not influence on the satisfaction of the ECDRM s layout. that this Chi-square is statistically not significant. So that we reject alternative hypothesis H1, and accept null hypothesis H1, Age group of the people does not influence satisfaction with the 9. Chi-square between education of customer and satisfaction toward retail mall layout. retail mall layout in ECDRM.

22 Ho: Education of the people does not influence satisfaction with the retail mall layout in ECDRM. H1: Education of the people does influence satisfaction with the retail mall layout in ECDRM. Table : 9 SAT.RM Q20 * EDUCATION Cross tabulation EDUCATION Undergrad. Graduate Postgrad. Total SAT.RM Q20 S.Agree Agree Nutral Disagree S.Disagree Total Table : 9 Chi-Square Tests Value Df Asymp. Sig. (2-sided) Pearson Chi-Square a Likelihood Ratio Linear-by-Linear Association N of Valid Cases 300 The table 9 of Chi-Square Tests shows that different education of customer that does not influence satisfaction toward retail mall layout in ECDRM, and they have a negative relation with the age and layout of ECDRM, as the Chi-square is The significance level of 0.848indicates that this Chi-square is statistically not significant. So that we reject alternative hypothesis H1, and accept null hypothesis H1, Education of the people does not influence satisfaction with the retail mall layout in ECDRM. As per the table 9 of cross tabulation we can see that 95 and 128 people have mark on respectively strongly agree and agree in the satisfaction toward retail mall layout

23 services and the result is found that age is not influence on the satisfaction of the ECDRM s layout. Ho: Retail mall provide brand variety and assortment does not influence that buying from retail mall is profitable in 10. Chi-square between brand variety and assortment of ECDRM to the buying from organized retail mall is profitable. ECDRM. H1: Retail mall provide brand variety and assortment does influence that buying from retail mall is profitable in ECDRM. Table : 10 SAT.RM Q21 * SCB Q2 Cross tabulation SCB Q2 S.Agree Agree Nutral Disagree S.Disagree SAT.RM Q21 S.Agree Total Agree Nutral Disagree S. Disagree Total Chi-Square Tests Table : 10 Value Df Asymp. Sig. (2-sided) Pearson Chi-Square a Likelihood Ratio Linear-by-Linear Association N of Valid Cases 300 The table 10 of Chi-Square Tests shows that different brand variety and assortment of retail mall that influence buying from organized retail store is profitable for customer, and they have a positive relation as the Chi-square is The significance level of and it is less than 0.05, so that it indicates this Chi-square is statistically significant.

24 So that we reject null hypothesis Ho, and accept alternate hypothesis H1, Retail mall provide brand variety and assortment does influence that buying from retail mall is profitable in ECDRM. As per the table 10 of cross tabulation we see that 77 and 133 people response on the strongly agree and agree respectively on that the retail mall provide brand variety and assortment, while 108 and 122 people response on strongly agree and agree respectively in that the organized retail mall is profitable. 11. Chi-square between higher prices of good means higher quality of product and buying power saving product first in ECDRM Ho: Higher price of good means higher quality of product does not influence that buying power saving product first in ECDRM. H1: Higher price of good means higher quality of product does influence that buying power saving product first in ECDRM. Table:11 SCB Q4 * TEC.F Q5 Cross tabulation TEC.F Q5 S.Agree Agree Nutral Disagree S.Disagree Total SCB Q4 S.Agree Agree Nutral Disagree S.Disagree Total

25 Table : 11 Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases Chi-Square Tests Value Df Asymp. Sig. (2-sided) a The table 11 of Chi-Square Tests shows that different higher price of good means higher quality of retail mall that influence that power saving product first, and they have a positive relation as the Chi-square is The significance level of and it is less than 0.05, so that it indicates this Chi-square is statistically significant. So that we reject null hypothesis Ho, and accept alternate hypothesis H1, Higher price of good means higher quality of product does influence that buying power saving product first in ECDRM. As per the table 11 of cross tabulation we see that 123 and 107 people response on the strongly agree and agree respectively on that Higher price of good means higher quality of product, while 111 and 113 people response on strongly agree and agree respectively in that the influence that power saving product first. 12. Chi-square between higher prices of good means higher quality of product and feature and technology of the product influence consumer preference ECDRM. Ho: Higher price of good means higher quality of product does not influence that feature and technology of the product influence consumer preference ECDRM.

26 H1: Higher price of good means higher quality of product does influence product influence consumer preference ECDRM. that feature and technology of the SCB Q4 * TEC.F Q6 Cross tabulation Table:12 TEC.F Q6 S.Agree Agree Nutral Disagree S.Disagree Total SCB Q4 S. Agree Agree Nutral Disagree S. Disagree Total Chi-Square Tests Table : 12 Value Df Asymp. Sig. (2-sided) Pearson Chi-Square a Likelihood Ratio Linear-by-Linear Association N of Valid Cases 300 The table 12 of Chi-Square Tests shows that different higher price of good means higher quality of retail mall that influence that technology and feature of the product, and they have a positive relation as the Chi-square is The significance level of and it is less than 0.05, so that it indicates this Chisquare is statistically significant. So that we reject null hypothesis Ho, and accept alternate hypothesis H1, higher price of good means higher quality of product does influence that feature and technology of the product influence consumer preference ECDRM. As per the table 12 of cross tabulation we see that 123 and 107 people response on the strongly agree and agree respectively on that Higher price of good means higher quality of product, while 109 and 106 people

27 response on strongly agree and agree respectively in that the feature and technology of the product. We find the result that both have a positive relation each other and influence on result. Ho: Warrantee or guarantee of the product does not influence satisfaction of customer with retail mall services. H1: Warrantee or guarantee of the product does 13. Chi-square between Warrantee or guarantee of influence satisfaction of customer with retail mall services. product and satisfaction with retail mall services. Table:13 SAT.RM Q19 * TEC.F Q7 Cross tabulation TEC.F Q7 S.Agree Agree Nutral Disagree S.Disagree SAT.RM Q19 S.Agree Total Agree Nutral Disagree S.Disagree Total Chi-Square Tests Table : 13 Value Df Asymp. Sig. (2-sided) Pearson Chi-Square a Likelihood Ratio Linear-by-Linear Association N of Valid Cases 300 The table 13 of Chi-Square Tests shows that warrantee or grantee that provide by the ECDRM is influence on the customer satisfaction with retail mall services, and they have a positive relation as the Chi-square is The significance level of and it is less than 0.05, so that it indicates this Chisquare is statistically significant. So that

28 we reject null hypothesis Ho, and accept alternate hypothesis H1, Warrantee or guarantee of the product does influence satisfaction of customer with retail mall services. As per the table 13 of cross tabulation we see that 49 and 156 people response on the strongly agree and agree respectively on that satisfaction with the retail mall services, while 113 and 93 people response on strongly agree and agree respectively in that the warrantee or guarantee of the product. We find the result that both have a positive relation each other and influence on result that warrantee or guarantee increase that lead to higher retail mall services satisfaction. 14. Chi-square between advertisements helps to purchasing and layout and arrangement of ECDRM. Ho: Advertisements help to purchase the product does not influence layout and arrangement of the retail mall. H1: Advertisements help to purchase the product does influence layout and arrangement of the retail mall. Table:14 SAT.RM Q20 * PRO.F Q8 Cross tabulation PRO.F Q8 S.Agree Agree Nutral Disagree S.Disagree SAT.RM Q20 S.Agree Total Agree Nutral Disagree S.Disagree Total Table : 14 Chi-Square Tests Value Df Asymp. Sig. (2-sided) Pearson Chi-Square a

29 Likelihood Ratio Linear-by-Linear Association N of Valid Cases 300 The table 14 of Chi-Square Tests shows that advertisements help to purchase the product influence on the customer satisfaction with layout and arrangement, and they have a positive relation as the Chi-square is The significance level of and it is less than 0.05, so that it indicates this Chisquare is statistically significant. So that we reject null hypothesis Ho, and accept alternate hypothesis H1, Warrantee or guarantee of the product does influence satisfaction of customer with retail mall services. As per the table 14 of cross tabulation we see that 95 and 128 people response on the strongly agree and agree respectively on that satisfaction with the retail mall layout and arrangement, while 66 and 75 people response on strongly agree and agree respectively in that the advertisement help to purchase the product. We find the result that both have a positive relation each other and influence on result that advertisement on retail mall increase the layout and arrangement satisfaction. 15. Chi-square between friend and family involve in buying and purchase innovative or new product from ECDRM. Ho: Friend or family member involve in buying does not influence to purchase innovative or new product. H1: Friend or family member involve in buying does not influence to purchase innovative or new product. SCF Q14 * SCF Q12 Cross tabulation Table:15 SCF Q12 S. Agree Agree Nutral Disagree S. Disagree Total SCF Q14 S. Agree Agree Nutral

30 Disagree S. Disagree Total Table : 15 Pearson Chi-Square Likelihood Ratio Chi-Square Tests Value Df Asymp. Sig. (2-sided) a Linear-by-Linear Association N of Valid Cases The table 15 of Chi-Square Tests shows that friend or family member involve in purchasing product influence on the innovative or new product, and they have a positive relation as the Chi-square is The significance level of and it is less than 0.05, so that it indicates this Chi-square is statistically significant. So that we reject null hypothesis Ho, and accept alternate hypothesis H1, Friend or family member involve in buying does not influence to purchase innovative or new product. As per the table 15 of cross tabulation we see that 75 and 151 people response on the strongly agree and agree respectively on that friend or family member involve with the purchasing, while 89 and 102 people response on strongly agree and agree respectively in that the innovative or new product. We find the result that both have a positive relation each other and influence on result that friend and family member greatly involve in the purchasing innovative or new product. 16. Chi-square between religious and cultural aspect involve in buying and purchase

31 innovative or new product from ECDRM. Ho: Cultural and religious aspects influence in buying does H1: Cultural and religious aspects influence in buying does influence to purchase innovative or new product. not influence to purchase innovative or new product. Table:16 SCF Q14 * SCF Q13 Cross tabulation SCF Q13 S.Agree Agree Nutral Disagree S.Disagree SCF Q14 S.Agree Total Agree Nutral Disagree S.Disagree Total Chi-Square Tests Table : 16 Value Df Asymp. Sig. (2-sided) Pearson Chi-Square a Likelihood Ratio Linear-by-Linear Association N of Valid Cases 300 The table 16 of Chi-Square Tests shows that Cultural and religious aspects influence in buying product influence on the innovative or new product, and they have a positive relation as the Chi-square is The significance level of and it is less than 0.05, so that it indicates this Chi-square is statistically significant. So that we reject null hypothesis Ho, and accept alternate hypothesis H1, Cultural and religious aspects influence in buying does influence to purchase innovative or new product. As per the table 16 of cross tabulation we see that 75 and 151 people response on the strongly agree and agree respectively on that Cultural and

32 religious aspects influence in purchasing, while 25, 54 and 85 people response on 17. Chi-square between warrantee and guarantee and strongly agree, agree and neutral trustworthy in ECDRM. respectively in that the innovative or new product. We find the result that both have a positive relation each other and influence on result that culture and religious aspect greatly involve in the purchasing innovative or new product. Ho: Warrantee or guarantee of the retail mall does not influence retail mall trustworthiness. H1: Warrantee or guarantee of the retail mall does influence retail mall trustworthiness. TRU.F Q17 * TEC.F Q7 Cross tabulation Table:17 TRU.F Q17 TEC.F Q7 S.Agree Agree Nutral Disagree S.Disagree Total S.Agree Agree Nutral Disagree S.Disagree Total Chi-Square Tests Table:17 Value Df Asymp. Sig. (2-sided) Pearson Chi-Square a Likelihood Ratio Linear-by-Linear Association N of Valid Cases 300 As per the table 17 of Chi-Square Tests shows that warrantee and guarantee

33 that retail mall provide to the customer in buying product influence on the in creating trustworthiness, and they have a positive relation as the Chi-square is The significance level of and it is less than 0.05, so that it indicates this Chi-square is statistically significant. So that we reject null hypothesis Ho, and accept alternate hypothesis H1, Warrantee or guarantee of the retail mall does influence retail mall trustworthiness. As per the table 17 of cross tabulation we see that 74 and 123 people response on the strongly agree and agree respectively on retail mall trustworthiness in purchasing from ECDRM, while 113, 93 and 64 people response on strongly agree, agree and neutral respectively in that warrantee and guarantee. We find the result that both have a positive relation each other and influence on result that warrantee and guarantee influence in the retail mall trustworthiness. 18. Chi-square between promises and commitments and satisfaction with retail mall service in ECDRM. Ho: Promises and commitment does not influence satisfaction with retail mall services. H1: Promises and commitment does influence satisfaction with retail mall services. Table : 18 SAT.RM Q19 * TRU.F Q16 Cross tabulation TRU.F Q16 S.Agree Agree Nutral Disagree S.Disagree SAT.RM Q19 S.Agree Total Agree Nutral Disagree S.Disagree Total