c
  

Ê
The data were collected in _________________ using ________________. 500 entries were received for
further analysis.

Testing of Hypothesis 1:

Hypothesis: Better meta±market services lead to the favorable consumers¶ quality perception.
Null hypothesis: Meta-market services have no influence on consumers¶ quality perception.

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‰

It was evident from the survey responses that availability of all related services at one place was seen
favourably by most of the respondents in terms of their shopping experience. This implies that meta-markets
have a strong influence of consumer¶s quality perception and thus rejects the null hypothesis (at 99% level of
acceptance).
However, when asked about one of the meta-market features, i.e. exchange facilities at the point of purchase,
the results were surprising. Though most of the responses were still in favour, there was a major drop in the
degree of agreement in terms of their perceived value for money. This can attributed to the consumer¶s
differential preferences for different meta-market facilities.
In the first question, services like information sharing, demonstrations, accessories, support services and
exchange facility were grouped together under a common head, i.e. meta-market services. Each respondent
chose the service that suited his requirement the most and replied.
ühereas, when we asked specific question for one of the service, a drop in quality perception was seen. Some
of the reasons could be either exchange facilities are not that much favourably perceived as other meta-market
services, or exchange facilities were not in the consideration set, for related services, of the respondents at all
while answering the first question. Further research needs to be done in this area, so as to ascertain the
reasons for this significant decrease in quality perception of durables when exchange facilities are available.

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Testing of Hypothesis 2:
Hypothesis: Consumers with high level of quality and brand awareness evaluate the durables mainly on the
basis of integrated facilities.
Null hypothesis: The level of quality and brand awareness has no correlation with product attributes in
consumer decision-making.

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At 99% level of acceptance, the above null hypothesis was rejected. Thus, the fact that consumers with high
level of quality and brand awareness evaluate the durables mainly on the basis of integrated facilities was
established. In other words, a good integration of facilities at one place indicates strong brand presence in the
market and hence, a better quality perception.

Probably the consumer perceives availability of integrated facilities as an area expertise of the marketer,
because of their very rare nature. This is often comprehended as a characteristic of strong brands.

Testing of Hypothesis 3:
Hypothesis: Consumers are more conscious towards better finances and its availability.

Null hypothesis: Consumers are not conscious towards finances and its availability.

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ühen a t-test was conducted, null hypothesis in this case was also rejected at 99% confidence level.

These results suggest that availability of easy finance at point of purchase has a positive effect on consumer
purchasing decisions for durables. Specifically, our results point out the fact that modern consumer is more
conscious towards better finances and their availability.

This can be because of the product in question as well. Durables are generally perceived as an expensive and
long-term in middle-class Indian households. Owing to this finance conscious nature of the population
interviewed, availability of easy finance plays a major role in their purchase decisions.
Testing of Hypothesis 4:
Hypothesis: Better after sales services leads to favorable consumer attitude towards quality.

Null hypothesis: After sales services has no influence on consumers¶ quality perception.

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In today¶s cut-throat competition, after sales service has often been pointed out as one of the key
differentiators. Rejection of this null hypothesis at 99% level of significance has reaffirmed this fact. 95% of the
respondents favorably perceived the product in terms of quality; if after sales services were available.

Testing of Hypothesis 5:
Hypothesis: Better information regarding durables leads to favorable consumers¶ perception towards quality.

Null hypothesis: Information regarding durables has no influence on consumers¶ quality perception.

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This was a very interesting observation, as none of the respondents disagreed to the fact that availability of
information regarding technical features of the product & leading competitive brands at place of purchase
ensures quick & convenient decision. The null hypothesis was rejected at 99% level of acceptance. 100%
respondent agreement was observed for positive impact of information availability regarding the durables on
their perception of quality.

This essentially indicates the appetite for knowledge and information of the modern day consumer and his
liking for the marketer that provides him the same. Information here has included the one about the technical
features of the product/durable itself as well as that about the competing brands in the same segment.

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Ê
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Ê
 on-Parametric Test Results used in the Analysis

Ê
† e-Sample Kolmogorov-Smir ov Test
Ê Ê Information
regarding
Easy After Sales Technical Related
Finance Facilities Service Features Services

N 500 500 500 500 500

a
Normal Parameters Mean 4.38 4.63 4.60 4.83 4.85

Std. Deviation .694 .671 .617 .374 .370

Most Extreme Differences Absolute .288 .422 .403 .505 .513

Positive .235 .290 .257 .327 .347

Negative -.288 -.422 -.403 -.505 -.513

Kolmogorov-Smirnov Z 6.430 9.443 9.001 11.298 11.480

Asymp. Sig. (2-tailed) .000 .000 .000 .000 .000

a. Test distribution is Normal.

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Across the following pages, 8 parameters that may influence consumer purchase decision for a
durable have been rated on a 5-point Likert scale (ranging from least important to most important) for
five commonly known white goods.

The parameters for evaluation are:

× Product feature
× Technical performance
× Comparatively low price
× Look and aesthetic value
× Information availability
× After sales service
× Good brand name
× Easy availability of finance

The eight consumer durables (or white goods) for which the responses were collected are:

× Air conditioner
× üashing machine
× Refrigerator
× Television
× Microwave oven
A survey was conducted in the eastern districts of Uttar Pradesh and 500 responses for each durable
were collected.

The chi-square test for independence performed on all the 8 parameters revealed that the parameter
evaluated and the types of durable under consideration are related to each other. Though this relation
is not very strong when evaluation is done on the basis of product feature and after sales service, as
most of the respondents have given product feature a very rating irrespective of the durable in
question.

P.S.: Relative evaluation of parameters with respect to each other for different durables was not
done. In other words, respondents were not asked to rank the parameters considered for purchase of
a durable, and they could give same rating to more than one parameter.


A
  Ê
Ê
Xrosstab

Count

Ê Durable
Ê Ê Air Conditioner üashing Machine Refrigerator Television Microwave Oven Total

Product Feature Least important 12 20 28 27 19 106

Less Important 21 22 11 19 22 95

Important 11 8 8 7 3 37

More Important 46 47 42 37 39 211

Most important 410 403 411 410 417 2051

Total 500 500 500 500 500 2500

Ê
Ê
Xhi-Square Tests

Ê Asymp. Sig. (2-

malue df sided)
a
Pearson Chi-Square 19.083 16 .264

Likelihood Ratio 20.606 16 .194

Linear-by-Linear Association .105 1 .746

N of malid Cases 2500 Ê Ê

a. 0 cells (.0%) have expected count less than 5. The minimum
expected count is 7.40.

 
A 
 Ê
Ê
Xrosstab

Count

Ê Durable
Ê Ê Air Conditioner üashing Machine Refrigerator Television Microwave Oven Total

Technical Least important 26 11 15 15 27 94

Performance
Less Important 16 12 28 31 11 98

Important 4 26 19 39 27 115

More Important 65 82 258 41 253 699

Most important 389 369 180 374 182 1494

Total 500 500 500 500 500 2500

Ê
Ê
Xhi-Square Tests

Ê Asymp. Sig. (2-

malue Df sided)
a
Pearson Chi-Square 5.382E2 16 .000

Likelihood Ratio 558.121 16 .000

Linear-by-Linear Association 50.334 1 .000

N of malid Cases 2500 Ê Ê

a. 0 cells (.0%) have expected count less than 5. The minimum
expected count is 18.80.
Ê
X
  


A Ê
Ê
Xrosstab

Count

Ê Durable
Ê Ê Air Conditioner üashing Machine Refrigerator Television Microwave Oven Total

Comparatively Least important 16 19 19 24 11 89

Low Price
Less Important 23 18 15 16 26 98

Important 43 49 53 42 75 262

More Important 222 179 376 105 343 1225

Most important 196 235 37 313 45 826

Total 500 500 500 500 500 2500

Ê
Ê
Xhi-Square Tests

Ê Asymp. Sig. (2-

malue Df sided)
a
Pearson Chi-Square 5.870E2 16 .000

Likelihood Ratio 646.394 16 .000

Linear-by-Linear Association 16.480 1 .000

N of malid Cases 2500 Ê Ê

a. 0 cells (.0%) have expected count less than 5. The minimum
expected count is 17.80.
 Ê
Ê


   
Ê
Ê
Xrosstab

Count

Ê Durable
Ê Ê Air Conditioner üashing Machine Refrigerator Television Microwave Oven Total

Look and Least important 11 26 22 0 0 59

Aesthetic malue
Less Important 30 20 27 22 21 120

Important 48 26 24 35 37 170

More Important 147 151 217 126 238 879

Most important 264 277 210 317 204 1272

Total 500 500 500 500 500 2500

Ê
Ê
Xhi-Square Tests

Ê Asymp. Sig. (2-

malue df sided)
a
Pearson Chi-Square 1.530E2 16 .000

Likelihood Ratio 169.347 16 .000

Linear-by-Linear Association 2.621 1 .105

N of malid Cases 2500 Ê Ê

a. 0 cells (.0%) have expected count less than 5. The minimum
expected count is 11.80.
 Ê
Ê

 
 

Ê
Ê
Xrosstab

Count

Ê Durable
Ê Ê Air Conditioner üashing Machine Refrigerator Television Microwave Oven Total

Information Least important 22 20 7 15 8 72

Availability
Less Important 0 8 8 12 24 52

Important 29 30 37 35 41 172

More Important 192 160 279 92 284 1007

Most important 257 282 169 346 143 1197

Total 500 500 500 500 500 2500

Ê
Ê
Xhi-Square Tests

Ê Asymp. Sig. (2-

malue df sided)
a
Pearson Chi-Square 2.933E2 16 .000

Likelihood Ratio 311.102 16 .000

Linear-by-Linear Association 9.670 1 .002

N of malid Cases 2500 Ê Ê

a. 0 cells (.0%) have expected count less than 5. The minimum
expected count is 10.40.
 Ê
Ê
  
  Ê
Ê
Xrosstab

Count

Ê Durable
Ê Ê Air Conditioner üashing Machine Refrigerator Television Microwave Oven Total

After Sales Least important 20 12 11 12 36 91

Service
Less Important 31 24 24 7 12 98

Important 22 26 7 27 14 96

More Important 24 43 64 50 73 254

Most important 403 395 394 404 365 1961

Total 500 500 500 500 500 2500

Ê
Ê
Xhi-Square Tests

Ê Asymp. Sig. (2-

malue df sided)
a
Pearson Chi-Square 90.506 16 .000

Likelihood Ratio 93.877 16 .000

Linear-by-Linear Association .290 1 .590

N of malid Cases 2500 Ê Ê

a. 0 cells (.0%) have expected count less than 5. The minimum
expected count is 18.20.
 Ê
Ê
>

  Ê
Ê
Xrosstab

Count

Ê Durable
Ê Ê Air Conditioner üashing Machine Refrigerator Television Microwave Oven Total

Good Brand Least important 28 16 20 23 16 103

Name
Less Important 24 16 16 16 8 80

Important 15 27 29 7 35 113

More Important 159 179 281 170 342 1131

Most important 274 262 154 284 99 1073

Total 500 500 500 500 500 2500

Ê
Ê
Xhi-Square Tests

Ê Asymp. Sig. (2-

malue df sided)
a
Pearson Chi-Square 2.809E2 16 .000

Likelihood Ratio 293.182 16 .000

Linear-by-Linear Association 11.613 1 .001

N of malid Cases 2500 Ê Ê

a. 0 cells (.0%) have expected count less than 5. The minimum
expected count is 16.00.
Ê
è  


  Ê
Ê
Xrosstab

Count

Ê Durable
Ê Ê Air Conditioner üashing Machine Refrigerator Television Microwave Oven Total

Easy Availability Least important 19 7 20 16 15 77

of Finance
Less Important 27 28 23 16 30 124

Important 15 23 25 33 54 150

More Important 165 205 327 200 364 1261

Most important 274 237 105 235 37 888

Total 500 500 500 500 500 2500

Ê
Ê
Xhi-Square Tests

Ê Asymp. Sig. (2-

malue df sided)
a
Pearson Chi-Square 3.945E2 16 .000

Likelihood Ratio 439.599 16 .000

Linear-by-Linear Association 69.972 1 .000

N of malid Cases 2500 Ê Ê

a. 0 cells (.0%) have expected count less than 5. The minimum
expected count is 15.40.
Ê