A STUDY OF CONSUMERS PURCHASE DECISION FOR GARDEN TOOLS
1Dr. Haldhar Sharma, Assistant Professor,
Department of Commerce, Medi-Caps University, Indore, M.P.
2Mr. Sandeep Goyal, Ph.D. Scholar,
Pacific Academy of Higher Education & Research University, Udaipur
Abstract:- The study revealed that age has an impact on factors considered before purchasing the garden tools. The highest inclined is shown by the age category above 60 years and rest are as follows in descending order 40-60 years, 25-40 years and 18-25 years.
The study advocate that age has an impact on the brand before purchasing the garden tools. The highest inclined is shown by the age category between 40-60 years and rest are as follows in descending order 18-25 years, 25-40 years and more than 60 years. The study clarify that income of respondents has an impact on expenses on garden tools. The highest inclined is shown by the income category of more than Rs. 100000 per months followed by in descending order of respondents having income between Rs. 60000-100000 and so on respectively.
Keywords:- Age, income, purchase factor like quality, price and availability, preference for brand before purchasing the garden tools and purchasing factor of garden tools.
1. INTRODUCTION
How an individual, organizations and various groups behaves while they go for purchasing commodity or any services.
Consumer behaviour is a process in which a consumer select, secure, use and dispose of products, services, experiences, or an ideas to satisfy needs. This process have the impacts on the consumer and society. This combines psychological, sociological, social science, marketing and economic components. This tries to understand buyers ' decision-making processes, both separately and in groups, such as how feelings influence purchasing behaviour.
This examines individual consumer factors such as demographics and behavioural variables in an attempt to understand the preferences of individuals. It also seeks to analyze market factors from categories such as families, friends, sports, comparison groups, and culture as a whole. It seems reasonable to assume that consumer behaviour can develop as a single behavioural science.
Certainly this is preferable to the development of consumer psychology and consumer sociology as separate and competitive fields, since that would only preserve an artificial dichotomy and would not add to our knowledge of the interplay of a variety of factors which influences the behaviour of individuals and groups. Above all consumer behaviour is likely to develop best if it remains a practical subject, involved in
marketing decision making as well as academic research.
Too often in the past there has been a communications gap between academic consumer behaviour specialists and marketing practitioners. This is a consequence of disagreements among social scientists about the meanings of concepts and their application, from the fact that research can easily become preoccupied with theoretical topics, and from misunderstandings about the needs of businessmen Jenkins (1972).
As was stated above, the present situation is one in which neither the aims of the businessman nor those of the marketing scientist are likely to be fulfilled. The following criteria given by Foxall (1974) are intended to ensure that the continued application of behavioural science to marketing, advances the objectives of both these groups. They do not constitute a checklist which can be routinely applied at the end of a piece of research; they are general principles which should be borne in mind by researchers at all stages of their work.
1.1 The Buying Process
Consumption is a process that starts well before the purchase of a product and extends far beyond it.
It is possible to recognize four distinct stages:-
1. Creation and understanding of a need or desire;
2. Planning and decision-making prior to purchase;
3. The buying acts on its own; and 4. Post-purchase actions that can
lead to repeated transactions, repeated sales.
The customer has become conscious of a need and is searching for something that can fulfill it. It includes an examination of the products and brands on sale and on the market. Of course, consumers are not as economically rational as basic economics would have us believe, and their market awareness is usually limited;
they can easily be misinformed about what's available, its quality, its credibility, etc. Therefore, at this point too, the insightful and convincing aspects of ads, but so are interpersonal factors.
It might be that the longing for the product stemmed from the interaction of the consumer by another person; it's almost certain that he will gather information from friends, neighbours or relatives on the relative merits of different brands in the case of a fairly expensive, rarely purchased item. Indeed, several studies show that informal, word-of- mouth communication can be much more effective.
However, the customer who becomes aware of a need may not follow all of these procedures and make a purchase; lack of funds or conflicting interests that cause him to give some other operation his attention. So if he does go through all the phases of the purchase process depicted here, it is almost certain that his accurate behavior will be altered and influenced by his attitudes, his self-concept, his overall motivation and personality, and even by his social status, his stage in the family life cycle, and the groups to which he belongs.
The fundamental task of behavioural science in marketing is to unravel the nature of these influences on the consumer's choice.
1.2 Consumer Decision Making Process Various researchers have conceptualized several customer decision-making models.
Engel, Blackwell (formerly Ekb Model) Miniard Model. In 1968, Engel, Kollat, and Blackwell created a model of the decision-making process and it was called the EKB model. The EKB model is a
comprehensive model that shows the consumer decision-making components and their relationships and interactions.
Five phases of the decision process include-information collection, alternative assessment, purchasing decision, post- purchase review, and other considerations.
2. LITERATURE REVIEW
The most crucial issue facing the garden tool industry today is making the shift towards a truly customer-focused industry. A prerequisite for becoming consumer-oriented, is acknowledging the importance of knowledge about the target market. Kepner (1990) and Saunders (1992) have helped to create a climate favourable for receptiveness of garden tool industry retailers to consumer behavioural studies.
Currently, limited information is available on consumers and their behaviour towards garden tool products.
Lack of this type of information, retailers coupled with a long-standing underestimation by growers and retailers of its relevance to business success, is at least partly, if not mainly, responsible for the relatively slow growth of the garden tool industry (Anon, 1995) during the last decade.
According to MacInnis & Folkes, 2010 consumer behaviour has the important place for management and evenf for social science researchers. Many researcher and thinkers pay keen attention to the consumer behaviour due to its vibrant nature (Howard & Sheth, 1968; Battalio et al., 1974; Arndt, 1986;
Robertson & Kassarjian, 1991; Hawkins &
Mothersbaugh, 2009; Belk et al., 2012;
Solomon, 2013; Hameed, Waqas, Aslam, Bilal, & Umair, 2014;).
Literature on consumer behaviour is diverse and extensive as changes in society, economics, and technology affect the way consumers behave. Inevitably, these changes lead to changed consumer behaviour studies by which, when, how, and why the topics are studied. Like any other discipline, for the future growth of consumer behaviour systematic study of the knowledge development is required.
It has many concepts which are interrelated and are very completed (Williams & Plouffe, 2007). MacInnis and Folkes (2010) advocate that for the growth
of any busiess, the greater idea about consumer behaviour is the essential quality. (Pasadeos, Phelps, & Kim, 1998) did the study of many research papers and articles which shows the discipline’s intellectual history According to Vigneron and Johnson (2004) most consumers would trade off less important dimensions for more important ones.
Consumer behaviour has an important place in modern marketing practices. Most of the marketing decisions are based on the study of consumer behaviour. It supply valuable information to the producers about product design and marketing mix and to take necessary changes in the product, which is required with time. The study of consumer behaviour is also important for marketing managers to understand the consumer mind. It is imperative to know how Consumers react to marketing plans, to serve them effectively.
The level of motivation strongly affects the buying behaviour of customers. Every individual has different needs such as physiological needs, biological needs, social needs etc, but the priority of each one’s need differs. A need becomes a motive when the priority becomes higher. Much of the research done in consumer behaviour is based on motivational research.
2.1 Geographical Location and Buying Intention
This is a very important external factor which can impact the Buying Intention towards garden tool products. In a country like India, there are 36 states, and the culture of each of the states is different. The attitudes, behaviours and buying intention towards garden tool products would differ from state to state.
In this study we have captured and analysed the data of youth lived in during their formative years, presently living in and original natives of the different states in India to check the nature and nurture effect on the individuals.
Hence the geography and the external locations play a very critical role in the Buying Intentions of the individuals. The cultural, social, personal and psychological factors influence consumer’s buying behaviour. Consumer behaviour is a part of human behaviour and by studying previous buying
behaviour, marketer scan estimate how consumers might behave in the future when making purchasing decisions.
(Kotler & Armstrong 2010, p. 160.). Four psychological factors strogly affects consumer’s choices like perception, learning, motivation, and attitudes &
beliefs.
A consumer has various need of goods and services. These needs converted into demand when supported by three major factors like desire of a commodity, purchasing power and availability is certain of any product.
Abraham Maslow is explained the human needs in abroad manner. He sought to explain why humans are driven by different needs at different times (Kotler &
Armstrong, 2010). When that need has been fulfilled, it stops being a motivator and a person focuses on the next most important need.
2.2 Objectives of the Study
On the basis above literature review the main objectives of the study is to identify the important variables of socio- demographic aspects in the decision making process:
1. To study the impact of age on various attributes of product like quality, price and quantity.
2. To study the impact of age on brand of garden tools.
3. To study impact of income on garden tool expenses.
2.3 Hypothesis of the Study
H01: Age would positively influence the factors considered before purchasing the garden tools.
H02: Age would positively influence the preference towards brands of garden tools before purchasing.
H03: The higher the income, higher will be the expenses on garden tools.
3. RESEARCH METHODOLOGY
1. Research Design: To achieve the desired objectives exploratory Research and descriptive research designs are used. Exploratory research is used to seek insights into the general nature of the problem and to understand the relevant variables. On the other
hand descriptive research is used to know the association between the variables. This association will lead to develop a hypothesis.
2. Data Collection Method: The survey method chosen for data collection. It was prearranged personal interviews based on a part pre-coded questionnaire. The questionnaire is divided into three part; part A cover the motivational aspects, part B cover the both psychographic and further decision rule insight to the garden tools purchase and part C covered the socio-demographic profile of each respondent. The data were collected for 467 respondents but only 400 found to be correct.
There for the further analysis is based on 400 respondents.
3. Data Processing: To analyses various statistical tools is employed like Statistical percentage, Arithmetic mean, Standard Deviation and ANOVA.
The empirical data estimation was performed using SPSS v25.
4. DATA ANALYSIS
Demographic variables such as age, gender, income and occupation hold important clues to consumer behaviour.
In the present study few variables of demographic, socioeconomic and purchase behavior are included; such as age, income, expenditure on garden tools, factors considered before purchasing and brand preference before purchasing are studied.
Table-1:
Age of respondents
Frequency Percent Valid Percent
Cumulative Percent
Valid 18-25 Years 52 13.0 13.0 13.0
25-40 Years 146 36.5 36.5 49.5
40-60 Years 188 47.0 47.0 96.5
60+ Years 14 3.5 3.5 100.0
Total 400 100.0 100.0
In the above table, the age distribution of the respondents is presented using the age categories 18-25, 25-40, 40-60, and 60 years of age. If the respective proportions of the total sample were calculated as percentages of the population it shows that 13 per cent is found in the category of 18-25, 36.5 per
cent was between 25 and 40 years, 47 per cent belonged to the age category of 40- 60, and 3.5 per cent was 60 or older. In the present study, 47 per cent of respondents were between 40 and 60 years of age, which was considerably higher than the other age group respondents.
Figure-1: Age of Respondents
Table-2
Income of Respondents
Frequency Percent Valid Percent Cumulative Percent
Valid >20K 74 18.5 18.5 18.5
20K-40K 88 22.0 22.0 40.5
40K-60K 110 27.5 27.5 68.0
60K-100K 90 22.5 22.5 90.5
100K+ 38 9.5 9.5 100.0
Total 400 100.0 100.0
Figure-2: Income of Respondents Product choice is greatly affected by
economic circumstances, like income, savings, borrowing power, and attitude toward spending. From the Table-2 it is inferred that 18.5 per cent of the respondent’s received an income of less than INR 20000, 22 per cent of the respondent’s earn between INR 20000–
40000, 27.5 per cent of the garden centre customers interviewed earn between INR 40000-60000, 22.5 per cent of the respondents earn INR 60000-100000.
Whereas only 9.5 per cent of respondents belonged to income category of more than INR 100000. Garden tools user customers clearly represented a more affluent group of people, since having garden tend to have the status of a luxury, garden tools are more likely to be used by customers with a higher disposable income than they are by people with less financial means.
Table-3:
Expenses on Garden Tools (Last 1 Year) Frequency Percent
Valid Percent
Cumulative Percent
Valid < 500 Rs. 118 29.5 29.5 29.5
501-2000 Rs. 148 37.0 37.0 66.5
2001-5000 Rs. 60 15.0 15.0 81.5
5001-50000 Rs. 34 8.5 8.5 90.0
> 50000 Rs. 40 10.0 10.0 100.0
Total 400 100.0 100.0
Figure-3: Expenses on Garden Tools (Last 1 Year) In last 1 year how much expenses were
made on garden tools (In Indian Rupees) by consumers of garden tools are show in Table-3. It was found that 29.5 per cent make less than Rs. 500, 37 per cent made expenses of Rs. 501-2000, 15 per cent made expenses of Rs. 2001-5000, 8.5 per cent made expenses of Rs. 5001-50000, and only 10 per cent have made expenses on garden tools of more than Rs. 50000.
H01: Age would positively influence the factors considered before purchasing the garden
tools. The Table-4(a) shows that the mean value is highest for the age category more than 60 years and lowest for the 18-25 years. It means that the respondents in the age category of more than 60 years considered the factors of quality, price and quantity before purchasing the garden tools as compared to other age groups and lowest importance is given by 18- 25 years age group respondents.
Table-4(a):
Descriptive statistics of Age with respect to Factors Considered Before Purchasing
Age N Mean Std. Deviation Std. Error 18-25 Years 52 3.6538 1.34142 .18602 25-40 Years 146 4.2447 .83250 .06890 40-60 Years 188 4.5068 1.25546 .09156
> 60 Years 14 4.7143 .46881 .12529 Total 400 4.2800 1.14231 .05712
Table-4(b):
ANOVA table of Age with respect to Factors Considered Before Purchasing
Sum of Squares df Mean Square F Sig.
Between Groups 30.776 3 10.259 8.293 .000 Within Groups 489.864 396 1.237
Total 520.640 399
It is clear from Table-4(b) and Table-4(c) that the first hypothesis of the study, age would positively influence purchasing factors for the garden tools is accepted and it has been observed that F value (8.293) is significant at one percent level
of significance. The study revealed that age has an impact on factors considered before purchasing the garden tools. The highest inclined is shown by the age category above 60 years and rest are as
follows in descending order 40-60 years, 25-40 years and 18-25 years.
Table-4(c): Age * Factors Considered Before Purchasing Cross-Tabulation Factors Considered Before Purchasing
%age Qualit
y Price Availabili
ty Quality
& Price
Quality, Price &
Availability Total Age 18-25
Years 6 6 4 20 16 52 30.7
25-40
Years 4 4 4 46 88 146 60.3
40-60
Years 18 6 4 44 116 188 61.7
> 60
Years 0 0 0 4 10 14 71.4
Total 28 14 10 114 234 400
H02: Age would positively influence the preference towards brands of garden tools before purchasing. The Table-5(a) shows that the mean value is highest for the respondents in the age category of 40-60 years and lowest for the respondents in the age group of more than 60 years.
It means that the respondents in the age category of 40-60 years give preference to brand while going for purchasing the garden tools as compared to the respondents of more than 60 years age who give least importance to the brand before purchasing the garden tools.
Table-5 (a):
Descriptive statistics of Age and Brand Preference Before Purchasing
Age N Mean Std. Deviation Std. Error 18-25 Years 80 3.6000 .62844 .07026 25-40 Years 4 3.5000 .57735 .28868 40-60 Years 14 3.7143 .72627 .19410
> 60 Years 302 3.3444 .78225 .04501 Total 400 3.4100 .75719 .03786
Table-5 (b): ANOVA
ANOVA table of Age and Brand Preference Before Purchasing
Sum of
Squares df
Mean
Square F Sig.
Between
Groups 5.517 3 1.839 3.262 .021 Within Groups 223.243 396 .564
Total 228.760 399 It is clear from Table-5(b) that the second
hypothesis of the study, age would positively influence the preference for brand before purchasing the garden tools is accepted and it has been observed that F value (3.262) is significant at five percent level of significance. The study revealed that age has an impact on the brand before purchasing the garden tools.
The highest inclined is shown by the age category between 40-60 years and rest are as follows in descending order 18-25 years, 25-40 years and more than 60 years.
H03: The higher the income, higher will be the expenses on garden tools.
Table-6(a):
Descriptive statistics of income with respect to expenses on garden tools
Income N Mean Std.
Deviation Std. Error
Expenses on Garden Tools
< 20000 118 2.2034 1.10600 .10182 20000-40000 148 2.5333 1.05972 .08711 40000-60000 60 2.7838 1.18560 .15306
60000-
100000 34 4.0000 .49237 .08444 100000+ 40 4.2500 .95407 .15085 Total 400 2.8250 1.24025 .06201 The Table-6(a) shows that the mean value
is highest for the income category of more than 100000 per months and lowest for the income category of less than 20000 per month. It means that respondents belonging to the income category of more
than 100000 per months spending more on garden tools and respondents in the income category of less than 20000 per month were spending less on garden tools.
Table-6(b):
ANOVA Table - Income and Expenses on garden tools Income Sum of
Squares df Mean
Square F Sig Expenses on Garden
Tools
Between Groups 179.117 4 44.779 40.696 .000 Within Groups 434.633 395 1.100
Total 613.750 399 It is clear from Table-6(b) that third
hypothesis of the study, the higher the income, higher will be the expenses on garden tools is accepted and it has been observed that F value (40.696) is significant at one percent level of significance. The study revealed that income of respondents has an impact on expenses on garden tools. The highest inclined is shown by the income category of more than 100000 per months followed by in descending order of respondents having income between 60000-100000 and so on respectively.
5. CONCLUSION
The descriptive statistics of age explicit that maximum number of respondent falls in the category of 40-60 years and minimum in the category of above 60 years. The descriptive statistics category of income explicit that maximum number of respondent falls in the category of INR 40000-60000 and lowest for INR above 100000. In the previous year Rs. 501- 2000 spend by 37 per cent respondents and 10 per cent respondent made expenses more than Rs. 50000.
The first hypothesis of the study, age would positively influence purchasing factors for the garden tools is accepted and it has been observed that F value (8.293) is significant at one percent level of significance. The study revealed that age has an impact on factors (quality, price and availability) considered before purchasing the garden tools. The highest inclined is shown by the age category above 60 years and rest are as follows in descending order 40-60 years, 25-40 years and 18-25 years.
The second hypothesis of the study, age would positively influence the preference for brand before purchasing the garden tools is accepted and it has been observed that F value (3.262) is significant at five percent level of significance. The study revealed that age has an impact on the brand before purchasing the garden tools. The highest inclined is shown by the age category between 40-60 years and rest are as follows in descending order 18-25 years, 25-40 years and more than 60 years.
The third hypothesis of the study, the higher the income, higher will be the expenses on garden tools is accepted and
it has been observed that F value (40.696) is significant at one percent level of significance. The study revealed that income of respondents has an impact on expenses on garden tools. The highest inclined is shown by the income category of more than Rs. 100000 per months followed by in descending order of respondents having income between Rs.
60000-100000 and so on respectively.
The study finally conclude that the people those are falling in the age group above 60 years, they are more aware about the factors like quality, price and availability on garden tools because they have greater idea about these attributes of garden tools and now in this age it become their good time pass. The study revealed that age group 40-60 years is more conscious about the brand of garden tools, it might be because in this age people get relax and the responsibilities are less. The study clarify that the higher income group is spending more on garden tools. It means that they have ample time and space for gardening.
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