A Presentation of Proposed Synopsis

on
“A Study of Consumer Behaviour on Consumer
Durable Goods”
Roll Number- 700107620001
Registration Number-BK5525

Presented by Supervisor
Abhinav Agrawal Dr. Minal Shah
Research Scholar, Management BIT, Durg (Chhattisgarh)
BIT, Durg (Chhattisgarh)
Presentation Outline
• Introduction
IPO Model
• Objectives of the Proposed Research
• Literature Review
• Research Gap
• Proposed Methodology
• Expected outcome

Research Scholar- Abhinav Agrawal

 Introduction
• Consumer behaviour is nothing, but also the study of how individuals,
groups and organizations select, buy, use and dispose of goods, services,
ideas, or experiences to satisfy their needs and wants in the form of
marketing (PhilipKotler)
• Consumers needs and wants varies form each other and influenced by
various factors.
• After fulfilment of basic needs consumers needs stimulated towards
various durable goods.
• How consumers stimulates, Process their purchase decision and how they
react after process and what feedback they give after purchase, for
themselves and for others through the word of mouth is proposed to
studied through IPO model. will help to analyse consumer behaviour on
their buying or purchase decision making of electronics and consumers
appliances.

Research Scholar- Abhinav Agrawal

 IPO Model

Research Scholar- Abhinav Agrawal

 Objectives of the Proposed Research
• To Study Impact of demographic factors influence on consumer
behaviour regarding to electronics and consumers appliances.

• To study various stimuli to force consumers pre-purchase need

generation of electronic and consumer appliances.

• To study the process of purchase decision making of electronic and

consumer appliances.

• To examine consumers experience after purchase of electronic and

consumer appliances.

Research Scholar- Abhinav Agrawal

 Literature Review
1 Nancy M. Puccinelli; Ronald C. ELSEVIER 2009 Consumer attribution and choice and each
Goodstein; Dhruv Grewal; Robert of these concepts offer opportunity for
Price; Priya Raghubir; David Stewart further research.

2. Susanto, A. H. unsrat 2013 Customer satisfaction has significant

influence on their purchase decision as well
as to customers loyalty and their purchase
decision has significant influence on their
loyalty.
3. Yogesh, F., & Yesha, M. pbr.co.in 2014 Social media is used mostly for information
search and is a key source of information for
perceived convenience, effectiveness and
perceived credibility and social media
reviews and opinion put impact on purchase
decision process of buyers.

4. Hustic, I., & Gregurec, I. ceciis.foi.hr 2015 Price is a key element for purchase decision
but in over last decades non-price elements
also gaining importance and company
should consider both price and non-price
factor both.

Research Scholar- Abhinav Agrawal

 Literature Review Contd..
5. Suhaily, L., & ecojoin 2017 Product quality, brand image, and perceived price have positive and
Darmoyo, S. significant effect on purchase decision.

6. Sharifi, S. Taylor & 2019 Most favourable evaluation related to positive reviews, then comes
Francis mixed reviews and then negative reviews. Moreover the need for
cognitive closure improves the evaluation of positive and negative
reviews but lowers the evaluation of mixed reviews.

7. Arumugam, researchgate 2019 Decision making as physical pleasure, income effect, price effect,
Thangaraja. reference group, culture, social class, choice of a product, brand and
dealer or store, purchase timing and amount perception, and post
purchase behaviour etc. and when consumer have positive
experience they take positive purchase decision.

Research Scholar- Abhinav Agrawal

 Research Gap
Nancy M. Puccinelli; Customer Experience Management in Retailing: Understanding
the Buying Process.
Suggests Consumer attribution and choice and each of these concepts offer opportunity for
further research.

Factor will be identified through proposed IPO model as per customer perspective on
buying consumer durable goods (electronics and consumers appliances)

Taking some inner content of black box model of consumer behaviour and including some
key and new factors included in IPO model like consumers search satisfaction through
analysing various reviews and rating and with this review and rating business can take
various positive action.

In IPO model on the basic of input, process and output elements questionnaire will be
prepared and factors will be identified and with the use of various statistical methods such as
factor analysis, correlation and regression analysis, and other test as needed while
conducting study to fulfil the objectives of the study and relation and impact between
electronic goods and consumer appliances is proposed to be analysed and studied.

Research Scholar- Abhinav Agrawal

 Proposed Methodology
Type of Study
Proposed study will be of descriptive type. Study will focus towards the finding several
side of consumer behaviour for buying electronics and consumers appliances.
Type of Data
Primary and secondary both data will be collected to carry on this study; collection of
primary data will be done from the samples of domestic consumers and the secondary
data will be collected from several available sources.
Primary Data
To collect primary data Questionnaire method will be used.
Secondary Data
Various books, journals, magazines, research articles, reports, websites, newspapers,
pamphlet, user manuals etc. will be used to collect secondary data.
Method of Study
In this proposed research both Random sampling and Non Random sampling method
will be used for conducting study. Study Nature will be analytical and descriptive
based on both Primary and Secondary data.

Research Scholar- Abhinav Agrawal

 Proposed Methodology Contd..
Sampling Design
The sampling will include total number of Domestic users using electronics
and consumers appliances.
Sample Size
Sample size Proposed to include 600-700 Domestic Users.
Tools for Data Collection
Questionnaire will be used for collecting the primary data. Questionnaire will
include various variable like demographics, factor influence for pre purchase
decision and also post purchase behaviour of consumer following IPO Model
of Consumer behaviour.
Analysis of Data
To analyse collected data SPSS (Statistical Package for the Social Sciences) is
proposed to use with the use of various statistical methods such as factor
analysis, correlation and regression analysis, and other test as needed while
conducting study to fulfil the objectives of the study.

Research Scholar- Abhinav Agrawal

 Expected outcome of the proposed work

• The IPO model of consumer behaviour developed considering the

objectives of the study, prospective outcome of the study will be helpful to
understand the impact of various factors which significantly influence the
purchase decision of the consumer, various Input, processing and output
factor will help to analyse consumer behaviour on their buying or purchase
decision making of electronics and consumers appliances.

Research Scholar- Abhinav Agrawal

 References
[1]Nancy M. Puccinelli; Ronald C. Goodstein; Dhruv Grewal; Robert Price; Priya Raghubir; David Stewart
(2009). Customer Experience Management in Retailing: Understanding the Buying Process. , 85(1), 15–
30. doi:10.1016/j.jretai.2008.11.003
[2] Susanto, A. H. (2013). The influence of customer purchase decision on customer satisfaction and it’s
impact to customer loyalty. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 1(4).
[3] Yogesh, F., & Yesha, M. (2014). Effect of social media on purchase decision. Pacific Business Review
International, 6(11), 45-51.
[4] Hustic, I., & Gregurec, I. (2015). The influence of price on customer's purchase decision. In Central
european conference on information and intelligent systems (p. 27). Faculty of Organization and Informatics
Varazdin.
[5]Suhaily, L., & Darmoyo, S. (2017). Effect of product quality, perceived price and brand image on purchase
decision mediated by customer trust (study on japanese brand electronic product). Jurnal Manajemen, 21(2),
179-194.
[6] Sharifi, S. (2019). Examining the impacts of positive and negative online consumer reviews on behavioral
intentions: Role of need for cognitive closure and satisfaction guarantees. Journal of Hospitality Marketing &
Management, 28(4), 397-426.
[7] Arumugam, Thangaraja. (2019). The consumer experience on geographical indicators and its impact on
purchase decision: An empirical study. International Journal of Pure and Applied Mathematics. 118. 2625-2629.

Research Scholar- Abhinav Agrawal

THANK YOU

Research Scholar- Abhinav Agrawal