EFFECT OF CONVICTION, INSPIRATION AND MENTALITY ON

PRE-BUY CONDUCT OF PURCHASER

Dissertation submitted by

RAKESH PANDEY

REGN NO.: JUJULY20MSCPSY001178

Fourth Semester

Under the guidance of

MS. Evangeline Supriya

(Assistant Professor)
Department of Psychology – PG Studies Centre for

Distance Education and Virtual Learning

Jain (Deemed-to-be University), BengaluruJune

2020

Page 1 of 244
 CERTIFICATE BY THE UNIVERSITY

Certified that the dissertation titled “ EFFECT OF CONVICTION, ISPIRATION AND

MENTALITY ON PRE-BUY CONDUCT OF PURCAHSER” is based on an

original project study conducted by RAKESH PANDEY bearing Register No.

JUJULY20MSCPSY001178 under the guidance of Ms. EVANGELINE SUPRIYA

He has attended the required guidance sessions held. The project report has not formed a basis

forward of any Degree/Diploma of any University or Institution.

Valued at the End Semester Examination of December 2022

Examiners:

1. ……………………….

2. ……………………….

………………………… ………………………..
GUIDE DIRECTOR
Date: CDEVL
Jain (Deemed-to-be) University

Page 2 of 244
 CERTIFICATE BY THE GUIDE

Certified that the dissertation titled ‘ EFFECT OF CONVICTION, INSPIRATION AND

MENTALITY ON PRE-BUY CONDUCT OF PURCHASER’ is based on an original project study

conducted RAKESH PANDEY bearing Register No. JUJULY20MSCPSY001178 under my guidance.

This project has not formed a basis for the award of anyDegree of any University of Institution.

Place: BENGALURU SIGNATURE OF THE GUIDE

Date: MS. EVANGELINE SUPRIYA

Page 3 of 244
 DECLARATION BY THE STUDENT

This is to certify that the project titled “EFFECT OF CONVICTION, INSPIRATION AND

MENTALITY ON PRE-BUY CONDUCT OF PRUCAHSER” is carried out independently by me under

the guidance of MS. EVANGELINE SUPRIYA.

This work is an original one and has not been submitted earlier to any University or any other Institution
for the fulfillment of the requirement of course study or any other credential.

Place: BENGALURU Name of the Student: RAKESH PANDEY

Date: Registration No. JUJULY20MSCPSY001178

Page 4 of 244
 UNDERTAKING

I hereby give an undertaking that the data reported in the present research project work, which is
an outcome of original study carried out under the guidance of MS. EVANGELINE SUPRIYA towards
the in-house project as a part of the curriculum of MSC Psychology, CDEVL, Jain (Deemed-to-be-
University), Bengaluru, during 2019-2021, is hereby \submitted to the Student Research Development Cell,
Jain (Deemed-to-be- University), Bengaluru.

Further, this research work will not be used for any publication, conference presentation without a
written approval from the Project Guide and Director, MSC Psychology, CDEVL, Jain (Deemed-to- be-
University), Bengaluru.

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 ACKNOWLEGEMENTS

I am deeply indebted to Dr. CHENRAJ ROYCHAND, President, Jain (Deemed-to-be- University)

Trust, Bengaluru, for having admitted me to undergo the MSC Post-Graduation course during the

academic term 2019-2021 in the temple of learning.

I am pleased to thank Mr. N. BALASUBRAMANYA, Director, CDEVL, Jain (Deemed-to-be-

University), Bengaluru, for having admitted me to undergo the MSC Post-Graduation course during the

academic year 2020-2022.

I take this opportunity to express my gratitude to Mr. ARVIND KUMAR, Controller of Examiner,

Department of Psychology P.G. Studies, Jain (Deemed-to-be University), Bengaluru, for his valuable

guidance and support for the successful completion of project work.

I take this opportunity to express my profound thanks to my guide Ms. Evangeline Supriya

Department of Psychology – P.G.Studies, Jain (Deemed-to-be-University),Bengaluru, for her valuable

guidance and support for the successful completion of project work.

I am very thankful to my family and friends for their constant encouragement and support.

(RAKESH PANDEY)
JUJULY20MSCPSY001178

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 Abstract
Comprehension of shopper conduct is a significant errand in promoting. Buyer conduct regularly goes
through three particular stages, specifically, pre-buy, buy and post buy conduct. The pre-buy conduct
manages interior and outer impacts and choice interaction. The pre-buy choice cycle is reflected by mental
elements. The mental variables integrate conviction, inspiration, demeanor, learning, discernment and so
on. This postulation for the most part centers around the effect of conviction, inspiration and mentality on
pre-buy conduct of shopper concerning mats.
The current review underscores on the five mat utilization areas in West Bengal, specifically, Hooghly,
Howrah and South 24 Parganas. A sum of 400 typical families (80 from each locale) and 40 strict
establishments (institutional purchasers) were thought about as test size. Of the 400 typical families, six
were not utilizing 'mat' during the time of study, i.e., a sum of 394 ordinary families were the genuine
respondents in this review. The specialist utilized multi-stage straightforward arbitrary inspecting
procedure to draw the example from the whole purview. The principal targets of the review were to learn
the job of conviction, inspiration and disposition in customer purchasing process in the event of mat
concerning typical families and institutional purchasers and furthermore to figure out the relationship
among conviction, inspirations and demeanor that could affect pre-buy cycle of the two cases. From the
outset, the full scale level investigation has been performed and afterward the miniature level i.e., region
wise examination has been performed. To find out the job of mental elements, to be specific, conviction
and inspiration, the specialist utilized pair examination test (Thrustone Case V) and for disposition, factor
investigation was performed. Bunch examination has additionally been performed for distinguishing the
gathering of clients. Further, to figure out the relationship among conviction, inspiration and mentality, the
specialist performed affiliation test i.e., Chi-Square test. From the get-go, the analyst tried the relationship
between segment factors, specifically, orientation, occupation and pay and the grouping. Further, affiliation
test was performed between segment factors and conviction. Once more, the affiliation has been performed
among conviction and inspiration and furthermore inspiration and disposition. The analyst observed that
the relationship between the particular segment factors and grouping, segment factors and conviction,
conviction and inspiration and inspiration and mentality were available at full scale as well as miniature
levels at 1% degree of importance and in couple of cases at 5% degree of importance. Accordingly, the
researcher infers that mental factor specifically,

Page 7 of 244
 TABLE OF CONTENT

SR.NO. PARTICULARS PAGENO.

ACKNOWLEDGEMENT
1
ABSTRACT
2
TABLE OF CONTENTS
3
LIST OF TABLES
4

LIST OF FIGURES
5

LIST OF ABBREVIATIONS
6

INTRODUCTION
7

CONSUMPTION AND CONSUMER

8

CONSUMER BEHAVIOUR AND BUYER BEHAVIOUR

9

10 CONSUMER DECISION MAKING PROCESS

11 CONSUMER BUYING PROCESS

12 PSYCHOLOGICAL INFLUENCES

13 MAT INDUSTRY

14 REVIEW OF LIETRATURE

15 CONSUMER’S BELIEF

16 CONSUMER’S MOTIVATION

Page 8 of 244
17 CONSUMER’S ATTITUDE

18 MAT INDUSTRY

19 SUMMARY OF LITERATURE REVIEW

20 OBJECTIVES OF THE STUDY

21 HYPOTHESES OF THE STUDY

22 RESEARCH METHODOLOGY

23 RESEARCH DESIGN

24 DATA COLLECTION

25 SAMPLING TECHNIQUE

26 DEVELOPMENT OF SURVEY INSTRUMENT

27 CONVERSION OF DATA INTO INFORMATION

28 SUMMARY OF RESEARCH METHODOLOGY

29 AGGREGATE DESCRIPTIVE

30 AGGREGATE INFERENTIAL

31 INSTITUTIONAL DESCRIPTIVE

32 INSTITUTIONAL INFERENTIAL

37 HOOGHLY DESCRIPTIVE

38 HOOGHLY INFERENTIAL

39 HOWRAH DESCRIPTIVE

40 HOWRAH INFERENTIAL

41 SOUTH 24 PARGANAS DESCRIPTIVE

42 SOUTH 24 PARGANAS INFERENTIAL

Page 9 of 244
43 CONCLUSION

44 LIMITATIONS OF THE STUDY

45 RECOMMENDATIONS FOR FUTURE RESEARCH

46 REFRENCES – THRUSTONE CASE - V

47 QUESTIONNAIRE FOR NORMAL HOUSEHOLD

48 QUESTIONNAIRE FOR INSTITUTIONAL BUYER

Page 10 of 244
 LIST OF TABLES

SR. NO. TABLE NO. NAME OF TABEL PAGE NO.

1. Table LR- 2.6.1 Summary of Literature Review
2. Table – RM-3.5.1 Summary of items in the survey
instrument
3. Table: RM-3.5.2 Reliability statistics of individual
households’ questionnaire
4. Table: RM-3.5.3 Reliability statistics of institutional buyer
questionnaire
5. Table AD-4.1.1 Gender of the respondents
6. Table: AD-4.1.2 Gender wise preference of the Mat
7. Table: AD-4.1.3 Age profile of the Respondents
8. Table: AD-4.1.4 Educational Qualification of the Respondents
9. Table: AD-4.1.5 Occupation of the respondents
10. Table: AD-4.1.6 Income level of the respondents
11. Table: AD-4.1.7 Number of mat(s) in possession of
normal household.
12. Table: AD-4.1.8 Purchase cycle of product with special
reference to product mat
13. Table: AD-4.1.9 Amount spent for buying mat
14. Table: AD-4.1.10 Place of purchase mat
15. Table: AD-4.1.11 Sources of Information
16. Table AI-4.2.2.1 Initial Cluster Centers
17. Table: AI-4.2.2.2 Number of respondents in a particular
cluster
18. Table: AI-4.2.2.3 Association between Clustering and
demographic variables
19. Table AI-4.2.3.3.1 KMO and Bartlett's Test
20. Table AI- Total Variance Explained
4.2.3.3.2
21. Table AI-4.2.4.1 Association between belief and demographic
variables
22. Table Ai-4.2.4.2 Association between belief and motivation
23. Table IA-4.2.4.3 Association between motivation and attitude
24. Table RD- 4.1.1 Type of religious institutions
25. Table RD 4.1.2 Infrastructure of religious institution
26. Table RD-4.1.3 Annual income of the religious
institutions
27. Table RD-4.1.4 Main source of fund of religious
institution
28. Table RD- 4.1.5 Size ( number) of mats purchase in religious
institutions
29. Table RD-4.1.6 Purchase cycle of religious institution
30. Table RD-4.1.7 Amount spent to buy mats in religious
Institutions

Page 11 of 244
31. Table RD -4.1.8 Purchase type of mat for religious
institution
32. Table RI-4.2.2.1 Initial Cluster Centers
33. Table-RI-4.2.2.2 Number of Cases in each cluster
34. Table RI-4.2.2.3 Association between clustering and institutional
profile
35. Table RI -4.2.3.1.1 KMO and Bartlett's Test
36. Table RI-4.2.3.1.2 Total Variance Explained
37. Table RI-4.2.3.3.1 KMO and Bartlett's Test
38. Table RI-4.2.3.3.2 Total Variance Explained
39. Table RI-4.2.4.1.1 Association between beliefs and institutional
profile
40. Table RI-4.2.4.1.2 Association between beliefs and motivation
41. Table RI-4.2.4.1.3 Association test (Chi-Square) to find the
relationship between motivation and attitude.

Hooghly District Descriptive (HOD)

78. Table HOD-4.1.1 Gender of the respondents of Hooghly district

79. Table HOD-4.1.2 Age profile of the respondents

80. Table HOD-4.1.3 Educational qualification of the
respondents
81. Table HOD-4.1.4 Occupation of the respondents
82. Table HOD-4.1.5 Level of income of the Respondents
83. Table HOD-4.1.6 Number of Mats in Normal House hold
84. Table HOD-4.1.7 Purchase cycle of Product Mat
85. Table HOD-4.1.8 Amount spent to buy mat(s)
86. Table HOD-4.1.9 Place of Purchase Mat(s)
87. Table HOD-4.1.10 Sources of Information
88. Table HOI- 4.2.2.1 Initial Cluster Centers
89. Table- HOI- Number of Cases in each Cluster
4.2.2.2
90. Table HOI-4.2.2.3 Association between clustering and demographic
profile
91. Table HOI- KMO and Bartlett's Test
4.2.3.3.1
92. Table HOI Total Variance Explained
4.2.3.3.2
93. Table HOI- Table of Association between beliefs and
4.2.4.1.1 demographic variables
94. Table HOI- Association test (Chi-Square) between
4.2.4.1.2 beliefs and motivation.
95. Table HOI- Association between motivation and

4.2.4.1.3 attitude.
Howrah District Descriptive (HWD)
96. Table HWD-4.1.1 Gender of the respondents of Howrah district
97. Table HWD-4.1.2 Age profile of the respondents
98. Table HWD-4.1.3 Educational qualification of the respondents
99. Table HWD-4.1.4 Occupation of the respondents

Page 12 of 244
100. Table HWD-4.1.5 Level of income of the Respondents
101. Table HWD-4.1.6 Number of Mats in Normal House hold
102. Table HWD-4.1.7 Purchase cycle of Product Mat
103. Table HWD-4.1.8 Amount spent to buy mat(s)
104. Table HWD-4.1.9 Place of Purchase Mat(s)
105. Table HWD- Sources of Information
4.1.10
106. Table HWI- Initial Cluster Centers
4.2.2.1
107. Table- HWI- Number of Cases in each Cluster
4.2.2.2
108. Table HWI-4.2.2.3 Association between clustering and demographic
profile
109. Table HWI- KMO and Bartlett's Test
4.2.3.3.1
110. Table HWI - Total Variance Explained
4.2.3.3.2
111. Table HWI- Association between beliefs and demographic
4.2.4.1.1 variables
112. Table HWI- Association test (Chi-Square) between beliefs and
4.2.4.1.2 motivation.
113. Table HWI-4.4.3 Association between motivation andattitude.

South 24 Parganas District Descriptive (SPD)

114. Table SPD-4.1.1 Gender of the respondents of South 24 Parganas.

115. Table SPD -4.1.2 Age profile of the respondents

116. Table SPD -4.1.3 Educational qualification of the respondents

117. Table SPD -4.1.4 Occupation of the respondents

118. Table SPD -4.1.5 Level of income of the Respondents
119. Table SPD -4.1.6 Number of Mats in Normal House hold
120. Table SPD -4.1.7 Purchase cycle of Product Mat
121. Table SPD -4.1.8 Amount spent to buy mat(s)
122. Table SPD -4.1.9 Place of Purchase Mat(s)
123. Table SPD -4.1.10 Sources of Information
124. Table SPI- 4.2.2.1 Initial Cluster Centers
125. Table SPI- 4.2.2.2 Number of Cases in each Cluster
126 Table SPI-4.2.2.3 Association between clustering and demographic
profile
127. Table SPI- KMO and Bartlett's Test
4.2.3.3.1
128. Table SPI 4.2.3.3.2 Total Variance Explained
129. Table SPI-42.4.1.1 Association between Beliefs and Demographic
variables
130. Table SPI-4.24.1.2 Association test (Chi-Square) between belief and
motivation.
131. Table SPI- Association between motivation and attitude.
4.2.4.1.3
132. Table: CN-5.1 Summary of the ranking of the belief at
macro Level (aggregate) and micro level
(districts)

Page 13 of 244
133. Table CN- 5.2 Summary of the ranking of the motivation at
macro level (aggregate) and micro level (districts)
134. Table: CN-5.3 Grouping of factors of macro level (aggregate)
analysis
135. Table: CN-5.3.1 Grouping of factors of West Midnapore district
136. Table: CN-5.3.2 Grouping of factors of East Midnapore district
137. Table: CN-5.3.3 Grouping of factors of Hooghly district
138. Table: CN-5.3.4 Grouping of factors of Howrah district
139. Table: CN-5.3.5 Grouping of factors of South 24
Parganas district
140. Table CN- 5.4.1 Association between cluster and the
demographic variables
141. Table CN-5.4.2 Association between belief and
demographic variables
142. Table CN-5.4.3 Association between belief and motivation and
motivation and attitude at macro as well as micro
levels
143. Table CN-5.5 Grouping of belief factors of institutional
buyers
144. Table CN-5.6 Grouping of attitudinal attributes of
institutional buyers
145. Table CN-5.7 Association between clustering and
institutional profile
146. Table CN-5.8 Association of demographic variables with belief,
belief with motivation and motivation with
attitude.

Page 14 of 244
 LIST OF FIGURES

SR. NO. Figure No. Title of Figure Page No.

1. Figure: IN-1.4.1 Black Box Model

2. Figure- IN 1.4.2 Howard-Sheth Model of Consumer Behaviour
3. Figure: IN-1.4.3 Nicosia Model of Consumer Decision
Processes
4. Figure: IN-1.4.4 Engel-Kollat-Blackwell (Engel-Blackwell-
Miniard) Model of consumer Behavior
5. Figure: IN-1.5.1 Consumer Decision Making Model
6. Figure: IN-1.6.1 Five Stage Model of Consumer Buying Process
7. Figure IN- 1.7.2.1 Maslow’s fivefold needs hierarchy
7. Figure: IN-1.7.3.1 Tri-component Attitude Model
9. Figure: RM-3.1.1 Research Design
10. Figure: RM-3.2.1 Sources of Data Collection
11. Figure: RM-3.3.1 Sample Framing
12. Figure: RM-3.7.1 Summary of the Research Methodology
13. Figure: AD-4.1.1 Gender of the respondents
14. Figure: AD-4.1.2 1st Preference of Male
15. Figure: AD- 4.1.3 1st Preference of Female
16. Figure: AD-4.1.4 2nd Preference of Male
17. Figure: AD-4.1.5 2nd Preference of Female
18. Figure: AD-4.1.6 3rd Preference of Male
19. Figure: AD-4.1.7 3rd Preference of Female
20. Figure: AD-4.1.8 4th Preference of Male
21. Figure: AD-4.1.9 4th Preference of Female
22. Figure: AD-4.1.10 5th Preference of Male
23. Figure: AD-4.1.11 5th Preference of Female
24. Figure: AD-4.1.12 Age profile of the Respondents
25. Figure: AD-4.1.13 Educational Qualification of the Respondents
26. Figure: AD-4.1.14 Occupation of the Respondents
27. Figure: AD-4.1.15 Level of income of the Respondents
28. Figure: AD-4.1.16 Number of Mat(s) in normal Households
29. Figure: AD-4.1.17 Purchase Cycle of Product Mat
30. Figure: AD-4.1.18 Amount spent to buy Mat(s)
31. Figure: AD-4.1.19 Place of Purchase Mat(s)
32. Figure: AD-4.1.20 Sources of Information
33. Figure AI-4.2.1.1 Preference of mat based on Thrustone case V
34. Figure AI-4.2.3.1.1 Important belief based on Thrustone caseV
35 Figure AI-4.2.3.2.1 Important motivation attributes based on
Thrustone case V

36 Figure AI- Scree plot

4.2.3.3.1
37. Figure RD- Type of Religious Institutions
4.1.1:
38. Figure RD-4.1.2: Infrastructure of Religious Institutions
39. Figure RD-4.1.3: Annual Income of the Religious Institutions

Page 15 of 244
40. Figure RD-4.1.4: Main Sources of Fund of Religious Institutions
41. Figure RD-4.1.5: Purchase size of Religious Institution
42. Figure RD-4.1.6: Purchase Cycle of Religious Institution
43. Figure RD-4.1.7: Amount spent for single unit of Mat
44. Figure RD-4.1.8: Purchase type of Mat of Religious Institutions
45. Figure RI- Preference of mat based on Thrustone case V
4.2.1.1:
46. Figure RI- Scree plot of belief attribute
4.2.3.1.1
47. Figure RI- Motivational attributes based on Thrustone
4.2.3.3.1 case V
48. Figure RI- Scree plot of attitudinal attributes
4.2.3.3.1
Hooghly District Descriptive (HOD)
77. Figure HOD- Gender of the Respondents
4.1.1:
78. Figure HOD- Age profile of the respondents
4.1.2:
79. Figure HOD- Education Qualification of the
4.1.3: Respondents
80. Figure HOD- Occupation of Respondents
4.1.4:
81. Figure HOD- Level of income of the Respondents
4.1.5:
82. Figure HOD- Number of Mats in Normal Household
4.1.6:
83. Figure HOD- Purchase cycle of Product Mat
4.1.7:
84. Figure HOD- Amount spent to buy mat(s)
4.1.8:
85. Figure HOD- Place of Purchase Mat(s)
4.1.9:
86. Figure HOD- Sources of Information
4.1.10
87. Figure HOI- Preference of mat based on Thrustone case
4.2.1.1: V
88. Figure HOI- important belief attributes based on
4.2.3.1.1 Thrustone case V
89. Figure HOI- important motivational attributes based on
4.2.3.2.1 Thrustone case V
90. Figure HOI- Scree plot of attitudinal attributes
4.2.3.3.1.
Howrah District Descriptive (HWD)
91. Figure HWD- Gender of the Respondents
1.1:
92. Figure HWD- Age profile of the respondents
1.2:
93. Figure HWD- Education Qualification of the
1.3: Respondents
94. Figure HWD- Occupation of Respondents

Page 16 of 244
 1.4:
95. Figure HWD- Level of income of the Respondents
1.5:
96. Figure HWD- Number of Mats in Normal House hold
1.6:
97. Figure HWD- Purchase cycle of Product Mat
1.7:
98. Figure HWD- Amount spent to buy mat(s)
1.8:
99. Figure HWD- Place of Purchase Mat(s)
1.9:
100. Figure HWD- Sources of Information
2.0:
101. Figure HWI- Preference of mat based on Thrustone case
4.2.1.1: V
102. Figure HWI- important belief attributes
4.2.3.1.1
103. Figure HWI- important motivational attributes
4.2.3.2.1
104. Figure HWI- Scree plot of attitudinal attributes
4.2.3.3.1.
South 24 Parganas District Descriptive (SPD)
105. Figure SPD- Gender of the Respondents
4.1.1:
106. Figure SPD-4.1.2 Age profile of the respondents
107. Figure SPD-4.1.3 Educational Qualification of the
Respondents
108. Figure SPD-4.1.4 Occupation of Respondents
109. Figure SPD-4.1.5 Level of income of the Respondents
110. Figure SPD-4.1.6 Number of Mats in Normal House hold
111. Figure SPD-4.1.7 Purchase cycle of Product Mat
112. Figure SPD-4.1.8 Amount spent to buy mat(s)
113. Figure SPD-4.1.9 Place of Purchase Mat(s)
114. Figure SPD- Sources of Information
4.1.10
115. Figure SPI- Preference of mat based on Thrustone case V
4.2.1.1:
116. Figure: SPI- important belief attributes based on Thrustone case
4.2.3.1.1 V
117. Figure: SPI- important motivational attributes based on
4.2.3.1.2 Thrustone case V
118. Figure SPI- Scree plot of attitudinal attributes
4.2.3.3.1.

Page 17 of 244
 LIST OF ABBREVIATIONS

FMCG- Fast Moveable consumer goods.

FMCD- Fast Moveable consumer durables.

PEST- Political, Economical, Social- Cultural and Technological.

NF-Natural Fiber

SF- Synthetic Fiber

Cot.- Cotton

IN- Introduction

PP- Polypropylene

PVC- Polyvinyl Chloride

e.g.- Example

LR- Literature Review

EVM- Expectancy -Value Modern

RM- Research Methodology

GPs- Gram Panchayats

AD- Aggregate Descriptive

AI- Aggregate Inferential

WMD- West Medinipur Descriptive

WMI- West Medinipur Inferential

Agri- Agriculture

WOM- Word of Mouth

MSA- Measure of Sampling Adequacy

LCJ- Law of Comparative Judgment

RI- Religious Institutions

Page 18 of 244
KMO- Kaiser- Meyer- Olkin

df – Degree of freedom

sig.- Significant

EMD- East Medinipur Descriptive

EMI- East Medinipur Inferential

HOD- Hooghly Descriptive

HOI- Hooghly Inferential

HWD- Howrah Descriptive

Page 19 of 244
 ABSTRACT

Comprehension of buyer conduct is a significant undertaking in advertising. Buyers conduct generally goes
through three particular stages, to be specific, pre-buy, buy and post buy conduct.

The pre-buy conduct manages interior what's more, outer impacts, and choice interaction. The pre-buy
choice interaction is reflected by mental elements. The mental elements consolidate conviction,
inspiration, disposition, learning, discernment and so forth. This proposal primarily centers around the
effect of conviction, inspiration and demeanor on pre-buy conduct of shopper regarding mats.

The current review accentuates on the three mat utilization locales in West Bengal, in particular, Hooghly,
Howrah and South 24 Parganas.
A complete of 400 ordinary families (80 from each region) and 40 strict organizations (institutional
purchasers) were thought about as test size. Of the 400 ordinary families, six were not utilizing 'mat' during
the time of study, i.e., a sum of 394 ordinary families were the genuine respondents in this review.

The analyst utilized multistage basic arbitrary examining procedure to draw the example from the whole
ward.

The principal goals of the review were to find out the job of conviction, inspiration and disposition in buyer
purchasing process if there should be an occurrence of mat concerning typical families furthermore,
institutional purchasers and furthermore to figure out the relationship among conviction, inspirations what's
more, disposition that could affect pre-buy cycle of the two cases.

From the beginning, the full-scale level examination has been performed and afterward the miniature level
i.e., region wise investigation has been performed. To discover the job of mental elements, to be specific,
conviction and inspiration, the scientist utilized pair correlation test (Thrustone Case V) and
for demeanor, factor examination was performed. Bunch examination has likewise been performed for
distinguishing the gathering of clients.

Further, to figure out the relationship among conviction, inspiration and disposition, the analyst performed
affiliation test i.e., Chi-Square test

Page 20 of 244
 Objectives of the Study

This part presents targets of the review. The concentrate principally means to survey the customer conduct of
different parts of navigation regarding the purchasing of mats.

Shopper conduct is enormously impacted by various significant factors like social, social, individual and
mental elements. This study focuses just on the mental elements that exceptionally impact on customer
purchasing conduct and dynamic interaction. Of the six significant mental variables, to be specific
conviction, inspiration, demeanor, learning, character and discernment, initial three elements are viewed as
in this review regarding pre-buy conduct. The fundamental goals of this study are listed underneath:

1) To analyze the job of conviction, inspiration and disposition regarding purchaser purchasing process in the
event of item mats.

2) To figure out the connection between conviction, inspiration and disposition that could be decidedly
affecting the pre-buy cycle of end purchasers concerning item mats.

3) To look at the job of conviction, inspiration and demeanor regarding authoritative purchasing process in the
event of item mats.

4) To figure out the connection between conviction, inspiration and attitude that could be decidedly
affecting the pre-buy interaction of associations regarding item mats.

Page 21 of 244
 CHAPTER I
INTRODUCTION
The investigation of purchaser conduct is a typical peculiarity in all showcasing regions. Purchasers are the
lord of showcasing and are dynamic in nature. The way of behaving of the purchasers has differed from
one person to another, starting with one gathering then onto the next gathering and even from one item to
another. Till date, no particular instrument has been found for recognizing the buyer conduct initially.
Customer conduct normally goes through three particular stages specifically pre-buy conduct, buy conduct
and post-buy conduct. Shopper conduct in pre-buy stage is principal significant social part which prompts
navigation.
The investigation of pre-buy conduct was not centered around by the analyst and pre-buy conduct towards
semi-sturdy item like mat is being embraced for first time.
With the rise of globalization and the continuous changes of the showcasing climate, it has turned into a
troublesome errand for the advertisers to comprehend the beat of the dynamic and the new age client and
their purchasing behavior. Numerous MNCs have begun making introductions to the Indian customer
market regarding FMCG and FMCD areas because of its sky-scratching potential.

It's undeniably true that the purchasing conduct of the purchaser is changing step by step, which affects
their navigation, and the advertisers are attempting to acclimate with these progressions at each stage by
delivering the item as per the prerequisite of the client to accomplish more significant levels of fulfillment.
For fulfilling shopper, understanding the unique way of behaving of consumer is fundamental. In the
promoting idea, pretty much every advertiser makes an honest effort to address issues of purchasers.
Consumption and Customer
Utilization process is connected with various sorts of people, purchasers, shopper or client and is by and
large utilized in basically the same manner to show one who effectively associated with purchasing. The
utilization cycle bargains three interrelated exercises of choices, for example, decide individual or
gatherings needs, searching out and buying items and utilizing items to determine benefits (Walters and
Bergiel, 1989).

The word client is gotten from the ward 'custom', and that signifies 'propensity'. A client is somebody who
much of the time purchases from a particular shop, who makes it an everyday practice to buy labor and
products there as opposed to somewhere else and with whom the businessperson needs to keep a
relationship to keep their 'custom', significance anticipated buys from here on out. The mottos 'the client is
above all else' or 'the client is god' or 'the client is in every case right' demonstrate the significance of
clients to organizations, albeit the last expression is now and again utilized amusingly.
The term 'client' is normally used to allude to one who routinely buys from a specific store or organization.

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 The term 'purchaser' all the more by and large alludes to any individual who taking part in any of the
exercises, for example, assessing, getting, utilizing or discarding labor and products, utilized in the
meaning of customer conduct. Thusly, a 'client' is characterized as far as unambiguous firm while
purchaser isn't. Clients are esteemed maximiser inside the limits of search costs, lacking information,
mobility and pay. The most typically considered shopper circumstance is that of a singular making a buy
with next to zero effect on others (Loudon and Bitta, 2004).
A shopper or purchaser is one who decides individual needs, buy items and partakes in those items. The
traditional viewpoint characterizes purchasers stringently as far as monetary labor and products or one who
consumes merchandise. The 'client is above all else' reasoning has become one of those showcasing trends
and designs that have kept on following the development and extension of the useful economy (Kotler,
2002).
The term shopper is frequently used to portray two various types of consuming elements: individual
purchaser and hierarchical customer. Eventually, purchasers are those people who buy with the end goal of
individual or family uses. Authoritative purchasers are those people who purchase labor and products to
maintain their business. Purchaser is the person who totally makes the buy exchange, though the client is
the individual who straightforwardly engaged with the utilization or utilization of the bought item.

A client is likewise called client, purchaser, customer or buyer. The term typically used to allude to a
current or likely purchaser or client of the items. This is generally through buying or leasing labor and
products.
Be that as it may, 'client' likewise has a more summed up importance as in client item and administration and
a less popularized significance in not-for-benefit fields. To stay away from undesirable ramifications in
certain areas, for example, taxpayer driven organizations, local area administrations and training
administrations, the term 'client' is some of the time subbed by words, for example, 'constituent' or 'partner'.

The 'shopper' all the more by and large alludes to any individual who participating in any of the exercises
utilized in the meaning of purchaser conduct. The traditional perspective has characterized the shoppers
rigorously regarding financial labor and products, while from the sane view point the term buyer implies
possible adopters of administrations (counting free administrations, thoughts, and ways of thinking).
Eventually, customers are those people who buy with the end goal of individual or family use.

Consumer Behaviour and Buyer Behaviour

Buyer conduct supposedly involves a complex mental as well as proactive tasks i.e., buy choice. Purchaser
conduct is a dynamic cycle where people are taken part in assessing, getting to, utilizing or discarding labor

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and products.
Buyer conduct shows the total customers' choices concerning the obtaining, utilization and demeanor of
merchandise, administrations, time and thoughts by (human) dynamic units (Neeraj and Jain, 2008).
Buyer conduct incorporates both physical and mental exercises. Proactive tasks are those attempted by
customers like visiting stores, looking at data, examining with salesmen and buying the item. Mental
exercises incorporate evaluating anticipated fulfillment from the item in fulfilling needs, thinking about
past experience and feeling about the item. These components radiate both from the outside climate and
from the interior determinants. The outside climate incorporates impacts of self, family, culture, sub-
culture, social class and gathering. The interior determinants incorporate conviction, inspiration, demeanor,
data search, character, contribution, and learning memory (Loudon and Bitta, 2004).

Customer conduct implies something other than how an individual purchases item. Promoting endeavors in
this way additionally center around shoppers' utilization example, exercises and thoughts. Comprehension
of purchaser purchasing conduct is critical to the advertisers. It includes understanding the arrangement of
choices like what, why, when how much and how frequently and so on that the purchaser makes over the
long haul (Hoyer and Maclnnis, 2004). It is critical to know how buyer responds towards various qualities
of item, cost, and advancement to make secure upper hand.
Customer conduct is the investigation of how individuals purchase, what they purchase, when they
purchase and why they purchase. "Shopper conduct centers around how individual customers and families
settle on choices to invest their valuavle assets like energy, cash, endeavors on utilization related things"
(Schiffman et al.,2010).
Purchaser conduct especially is the investigation of dynamic units as they can purchase for themselves or
others. In this way, purchasing conduct includes the aggregate reaction of purchasers for recognizing,
choosing, assessing, choosing and post buy conduct. Also, purchaser conduct is the investigation of human
reaction towards showcasing of items and administrations. The review conduct of purchaser, persistently
explores many human reactions, including emotional reactions, mental reactions and social reactions. The
purchasing conduct and buy choice cycles are required to have been concentrated on completely to get
information, gauges and investigate basic and complex promoting mix of a specific item or administration.
The field of customer conduct normally centers around people, gathering of people and associations and
the cycle they use to recognize, select, secure and discard items and administrations to satisfy the
necessities and the impacts that these cycles have on the purchaser and society (Loudon and Bitta, 2008).
Buyer conduct studies are usually centers around the purchasing conduct of extreme shoppers, people and
families who buy labor and products for themselves (Kotler and Armstrong, 2005).

Consumer Behaviour Model.

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The impacts of sociologies have provoked promoting specialists to propound specific purchasing conduct
models for making sense of purchaser conduct. These models are isolated into two classifications to be
specific, microeconomic, and macroeconomic models. The old-style microeconomic model mostly centers
around the buyer's buy example and amount of the buy. While macroeconomic model arrangements with
the financial worth of assets and access the progressions during this period. Various models have been
advanced for depicting purchaser conduct. Every one of the sociologies like financial aspects, brain
science, social science and so on have inspired for the purchaser conduct studies. Some significant
purchaser conduct models are talked about underneath to sustain the thoughts of sociologies:

Black Box Model

The Black Box Model of buyer behaviour identifies the process which consumers will undertake when
deciding whether to purchase a product or service. The figure IN-1.4.1 reflects the black box model of
buyer behaviour.

Figure: IN-1.4.1 Black Box Model

Source: Kotler, P., Marketing Management, 11th edition, Prentice-Hall, India.

The initial segment of this model arrangements with the distinguishing proof of showcasing and different
upgrades. Advertising improvements consolidates 4Ps, i.e., Item, Value, Spot and Advancement.
Different upgrades that the purchaser might consider during this cycle are Political, Conservative, Socio-
social and Innovative elements.
This data is then goes through the Purchaser's Discovery, where customer's very own attributes will be
considered for them to start the purchaser choice cycle. The last piece of this model arrangements with
the purchaser's reactions regarding item decision, brand decision, buying timing and assurance of buying
power.

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Howard – Sheth Model

John Howard and Jagdish Sheth in 1969 proposed a model of shopper conduct which is broadly known as
'Howard-Sheth model' in their distribution named 'The hypothesis of Purchaser Conduct'. The model
considers the individual as a framework with improvements as information and results starting with
thoughtfulness regarding a given boost and finishing with the buy. In the middle of between the data
sources and results there are factors influencing discernment and learning. These factors are considered as
'speculative' since they can't be straightforwardly estimated at the hour of event. It recognizes three
degrees of navigation:

(i) Extensive critical thinking: In the beginning phase of dynamic cycle purchasers don't have
considerably more data about brands or items and have not yet grown clear cut and organized
assessment models by which they select from the accessible other options.

(ii) Limited critical thinking: High level stage determination standards are clear cut, however the
purchasers are as yet feeling quite doubtful about best brands or items.

(iii) Routinised reaction conduct: Purchasers have distinct choice rules and furthermore have areas of
strength for a towards brands and items. A little uncertainty exists in the brain of a purchasers, and
they are prepared to buy a specific brand with little assessment of options.
A worked-on form of the fundamental Howard-Sheth model comprises of four significant arrangements
of factors to be specific, inputs, perceptual and learning builds, yields and exogenous/outer factors.
Input factors in this model are upgrades in the climate. The huge upgrades are extreme boundaries of the
brand that the purchaser defies while representative boosts are created by makers.
Perceptual and learning builds are focal piece of the Howard-Sheth model. This part comprises of
mental traits that are expected to work when the customer is mulling over a choice. There are three
perceptual develops, in particular data responsiveness, perceptual predisposition and data search.
Whereas learning develops manage the purchaser's arrangement. Significant learning develops are
rationale, demeanor brand capability of the evoked set, choice middle people, inclination, inhibitors, and
fulfillment.
The result factors are organized in a request from thoughtfulness regarding genuine buy. Consideration
is the greatness of the purchaser's data consumption. Cognizance is the purchaser's store of data about
brands. Disposition is the purchaser's assessment of a specific brand's capability to fulfill his thought

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 processes. Expectation is the purchaser's estimate of which brand the person in question will purchase.
Buy conduct manages the genuine buy which mirrors the purchaser's inclination to purchase as changed
by any inhibitors.
The last piece of this model arrangements with exogenous factors which are not straightforwardly some
portions of the dynamic cycle. It incorporates the significance of the buy, character attributes of
shoppers, time span and monetary circumstances.

A simplified Howard-Sheth model of Consumer Decision Making is shown in figure- IN 1.4.2

Figure- IN 1.4.2; Howard-Sheth Model of Consumer Behaviour

Source: Howard, J.A. and Sheth, J.N., The Theory of Buyer Behavior, Wiley, 1969.In Schifman,
rd
L.G. and Kanuk, L.L., Consumer Behavior, 3 Edition, Prentice Hall

The Nicosia Model

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Nicosia model and Howard-Sheth model have a place with a class called frameworks model where the
human is being dissected as a framework with upgrades as the info and conduct as the result of the
framework. Franscesco Nicosia a specialist in the purchaser conducts and inspiration, proposed his model
of purchasing conduct in 1966. The model attempts to foster a connection between the advertisers and
purchasers. The data from the advertisers end first impacts the proclivity of the purchaser towards the item
and administrations. In light of the circumstance, he fosters a specific mentality towards the labor and
products. It might prompt a pursuit data or assessment of the help. Assuming these means affect purchaser,
it might bring about choice to purchase. This is the overall gist of the 'movement clarifications' in the
Nicosia model.
The Nicosia model is partitioned into four significant fields:
(i) The first field manages customer's mentality which depends on openness of data. There are two
subfields. The subfield1 manages the parts of the organizations showcasing climate and correspondence
endeavors that lead purchaser mentalities. Though subfield2 centers around purchaser's data search and
assessment of choices, the buying exercises and assortment of criticism as purchaser experience.
(ii) The second field of the Nicosia model arrangements with the quest for important data and
assessment of the association's image in examination with other accessible brands. Inspiration is the result
of this stage which prompts buy the particular brand.
(iii) The third field addresses the buyer's inspiration toward the items and brands as outcomes buy
happens of the particular item or brand from a particular retailer.
(iv) The last field comprises of two significant sorts of criticism from the post buy insight; one to the
firm as deals information and other to the shopper as experience (fulfillment or disappointment).
Experience of buyer with the item influences their mentalities and inclinations concerning future message
from the firm.

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 The Nicosia Model is shown in figure: IN-1.4.3
Figure: IN-1.4.3 Nicosia Model of Consumer Decision Processes Source: Nicosia
Francesco M., Consumer Decision Processes, Engelwood Cliffs, N.J. (1966), Prentice Hall,

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Eagle-Blackwell-Miniard Model

This model was initially evolved in 1968 by Engle, Kollat and Blackwell and was trailed by number of explores
on this model. As of late Miniard has added to this model related to Engle and Blackwell. It remains as one of
the most famous model of purchaser conduct. The model is partitioned in four segments specifically, choice
cycle stages, data yield, data handling and factors affecting the choice interaction.

Factors are assembled into four general classifications, specifically, upgrade input, data search, dynamic cycle
and factors impacting in the choice interaction. The model reflects purchaser conduct or choice cycle as the
focal point of this model as characterized under five essential choice interaction stages. These stages are need
acknowledgment, data search, assessment of options, buy and post buy. The figure IN-1.4.4 mirrors the model
beneath:

Figure: IN-1.4.4 Engel-Kollat-Blackwell (Engel-Blackwell-Miniard) Model of consumerBehavior

th
Source: Engel, J.F., Blackwell,R.D., and Miniard, P.W., Consumer behavior, 5 Edition, CBS
College Publishing.
In Schifman, L.G. and Kanuk, L.L., Consumer Behavior, 3 Edition, Prentice Hall

Consumer Dynamic Cycle

The course of customer independent direction can be seen as three unmistakable yet interlocking stages like

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info stage, cycle and result stage. These stages are portrayed in the model of buyer dynamic in figure-IN 1.5.1

Figure: IN-1.5.1 Shopper Dynamic Model

Source: Schifman, L.G., Kanuk, L.L. also, Kumar S.R., Purchaser Conduct, tenth Version, Prentice
Corridor

The info stage manages the outside impacts which are extensively isolated into two sections, specifically
firms' showcasing endeavors and socio-social climate. The organizations' showcasing endeavors impact
shoppers' acknowledgment of item need, cost of the item, different limited time plans and spot where it is
sold. The total effect of the organizations' showcasing endeavors, the impact of relatives, companions and
family members and society's code of conduct are inputs that influence what shoppers buy and how they use
what they purchase.

The focal part, i.e., choice interaction phase of this model spotlights on the purchaser independent direction.
The mental variables intrinsic in every individual impacted how the outer contributions from first stage impact
the buyer's acknowledgment of a need, data search and assessment of options.

The result phase of this model comprises of two firmly related post choice exercises; buy conduct and post
buy conduct. Further, buy conduct comprises of two exercises; preliminary and rehash buy. For another
starting item, client might buy the item in a preliminary structure in view of the market data and when client

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get fulfilled recurrent buy regularly occurred.

Consumer Purchasing Interaction

Purchaser conduct includes mental as well as proactive tasks. The purchasing conduct and buy choices should
be concentrated thoroughly to comprehend foresee and dissect urgent market circumstances. Purchaser is an
enigma, profoundly complex element who needs to fulfill his countless requirements and wants.

The five-stage purchasing process is addressed in figure IN 1.6.1.

Figure: IN-1.6.1 Five Phase Model of Shopper Purchasing Cycle

Source: Kotler P. also, Keller K.L, Showcasing The executives, twelfth Release, Prentice Lobby

Problem acknowledgment

The purchasing system begins when the purchaser perceives an issue or need. The purchaser starts to feel an
issue as a specific need or necessity. The necessities can be set off either by inner improvements or by
outside upgrades which for the most part alluded to as a sign or sign. Contingent upon the power of the need,
a singular will attempt to satisfy the unfulfilled need.

Information pursuit

Data is to be familiar with the highlights of an item, costs of the items, accessibility of the items, etc. A
stirred buyer might possibly look for more data. The pursuit action fundamentally relies upon how much
data that the buyer as of now have, the ability to get additional data, the significance or worth given to
gathering additional data and the fulfillment shoppers gets from data search. Buyers participate in both inner
and outer hunt of data. Inward pursuit manages the customers recognizing choices from his or

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 her memory. How much exertion a customer places into looking relies upon an enormous number of
elements like the kinds of market, the quantity of contenders, contrasts among brands and items, qualities of
administrations, significance of administrations and situational attributes.

Evaluation of choices

Assessment of options infers an action which attempted by the shopper to look at accessible choices
cautiously based on unambiguous rules. The advertisers are intrigued to know how the buyer processes data
to reach at brand or item decision. There is no particular single assessment process involved by the buyers or
even one shopper in all buy choices.

Purchase choices

Extreme buying cycle of shopper that tries to fabricate a superior comprehension of how customers make
their buys. The recently referenced assessment step helps the shopper in coming to at a buy aim. In the
assessment stage, the buyer structures inclinations among the accessible brands or items in the decision set.
The customer may likewise shape an interest of procurement and incline towards purchasing the most
favored brand or item. Notwithstanding, variables can include between the buy expectation and the buy
choice. There are a few variables which might come clearly on the method of procurement expectation and
buy choice.

(a) The demeanor of others: By different we mean individuals who are near the buyer and their response or
disposition towards the buy expectation representing things to come.

(b) The unforeseen situational factors: These variables may impact the buy aim, for example, migration,
interest on another buy and so on. The buy expectation is likewise affected by unforeseen situational factors.
The buyer frames a buy goal in light of the normal family pay and anticipated benefits from the help. At the
point when the buyer is going to act, unforeseen situational variables might explode to change the buy aim.
Subsequently, inclinations and even buy expectations are completely solid assessment of procurement
conduct. A customer who chooses to execute a buy goal will pursue up to five buy choices like brand choice,
seller choice, amount choice, timing choice and installment choice.

Post buy conduct

In this stage, purchaser will make extra move, based on fulfillment or disappointment. The level of
customer's fulfillment or disappointment is to a great extent relies upon the differing connection between
their essential assumptions for the item (pre-buy), and their impression of a definitive exhibition of the item
(post-buy) in their grasp.

At the point when purchaser sees the item's presentation as matching their assumptions, or considerably
more, they will be "fulfilled". In the event that impression of the item's exhibition is not exactly their
assumptions, the purchaser will be "disappointed". This disappointment prompts mental discord. It is really
purchaser distress brought about by post-buy struggle coming about because of disappointment. The facts
confirm that for all buys, either large or modest quantity will bring about some level of mental disharmony.

Psychological Impacts

Mental attributes allude to the characteristic characteristics of the singular shopper. The characteristic
characteristics are generally utilized as division factors. For example, the buyer might be portioned with
regards to their convictions, requirements and inspiration, mentalities, character, discernments, level of

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association, learning.

Beliefs

The main element of buyer conducts which prompts pre-buy choice is 'Convictions'. As the term 'conviction'
has a colossal significance, it frequently gets utilized in misrepresentations of prevarication. The word can be
utilized at least a couple of times yet has an alternate significance each time. A buyer conviction is a mental
relationship between an item and the highlights of that item that the client structures to him. Customer
convictions are either mental (in light of information) or emotional (in view of sentiments) that prompts
connect specific credits with explicit items, tolerating them as realities.

Motivation

Inspiration is a revealed inclination to purchase a particular item or administration. A need turns into an
intention when it is stimulated to a satisfactory degree of force. A rationale is a need that is satisfactorily
squeezing to infer the individual to act. Inspiration is the justification behind conduct. An intention is
building or addressing an imperceptible internal power that invigorates to and constrain conduct reactions
and gives explicit course to that reaction.

Inspiration is the main thrust which permits us to make a move on our cravings or objectives. There is
perpetually a propelling impact behind anything we do and it is the power of our inspiration which decides
how well and how quick we prevail with regards to getting what we wish to accomplish. In this way, a
thought process is the motivation behind why an individual (customer) acts the way he does. Customer
inspiration can be seen as an interaction through which requirements are fulfilled. Nitty gritty conversation
about the component is available in the writing survey.

At the point when inspiration is high, shoppers will do things which are firmly connected with their
objectives. Exceptionally energetic individuals focus harder and contemplate their objectives, they assess the
data basically applicable to it and attempt to recollect the data for some time in the future.

Humanist clinician Abraham Maslow presented the possibility of human requirements progressive system
his paper "A Hypothesis of Human Inspiration" and his ensuing book Inspiration and Character and
expressed that human activities are persuaded all together accomplish specific necessities. The ordered
progression investigated that individual are persuaded to satisfy essential requirements prior to continuing on
toward other, further developed needs.

Figure IN-1.7.2.1 mirrors the Maslow's fivefold requirements pecking order.

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 Figure-1.7.2.1: Maslow's order of human requirements

Sources: Maslow, A. (1970). Inspiration and Character, Second Version, New York.

The five distinct levels in Maslow's order of necessities are talked about beneath:

Physiological Requirements

Physiological necessities incorporate the fundamental requirements that are fundamental to make do. Maslow
accepted that these necessities are the most essential and natural requirements in the order since all necessities
become auxiliary until these physiological requirements are met.

Security Necessities

These incorporate requirements for wellbeing and security. Security needs are significant for endurance, yet
they are not so requesting as the physiological requirements.

Social Requirements

Social necessities reflect needs for belongingness, love, and friendship. Maslow depicted these requirements
as the need might arise.

Esteem Necessities

After the initial three necessities have been fulfilled, regard needs come into force. These necessities think
about confidence, individual worth, social acknowledgment, and achievement.

Self-completing Requirements

This is the most elevated level of Maslow's order of requirements. Self-completing individuals are profoundly
mindful, worried about self-awareness, less worried about the others feelings, and intrigued to live up to their

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self-potential.

Attitudes

Disposition is an individual's persevering through great or negative assessment, close to home sentiments and
activity propensities toward some item or thought. Purchaser perspectives are a composite of a buyer's
convictions and sentiments about a few item and conduct goals toward some article inside the setting of
promoting. There are four elements of demeanor as examined beneath:

Information capability - A few perspectives serve principally for of coordinating convictions about items or
exercises like brand and shopping. These mentalities might be great or imperfection regarding objective real
factors, however the demeanor will frequently decide ensuing ways of behaving as opposed to that reality.

Esteem expressive capability - Different mentalities are shaped and effectively express a singular's focal worth
and self-idea. Subsequently, buyers' worth nature and the climate are probably going to lay out mentalities
about administrations and exercises that are reliable with that worth.

Utilitarian capability - This capability depends on operant molding; individuals will quite often shape great
mentalities toward articles and exercises that are fulfilling and negative perspectives toward those that are not.
Self-image cautious capability - Individual’s structure and use perspectives to safeguard their inner selves and
mental self-view against dangers and weaknesses.

There are three significant parts of mentality, specifically, mental (convictions), emotional (sentiments) and
conative (reaction inclinations).
Cognitive Part or Convictions: The mental part comprises of purchaser's convictions about an article.
Conviction is a detail believed that an individual belonging about something. A customer might hold both
positive convictions toward an item as well as regrettable convictions.

Affective Part: Feeling or close to home responses to an article address emotional part of a demeanor. A
demeanor is a getting through association of persuasive, close to home and mental cycle concerning some part
of our current circumstance. At times sentiments depend on the convictions, however there might be
sentiments which are moderately autonomous of convictions.

Finally, the Conative Part is worried about the probability or propensity that a purchaser will act with a
certain goal in mind in regard to an item. In advertising and shopper conduct, the conative part is every now
and again estimated as far as the customer's expectation to purchase (Blackwell et al. 2001).
The allegorical show of tri-part demeanor model is displayed in figure IN-1.7.3.1

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 Figure: IN-1.7.3.1 - Tri-part Disposition Model
Source: Schifman, L.G., Kanuk, L.L. also, Kumar S.R., Customer Conduct, tenth Version, Prentice
Corridor

Personality: Character addresses normal for a singular reaction propensities with a comparable
circumstances. Character is an individual's different mental qualities that lead to generally steady and
enduring reactions to upgrades in the climate. The greater part of the character speculations, normally
founded on two suppositions: (a) all people have interior qualities or qualities and (2) there are predictable
and quantifiable contrasts between people on those attributes.

Single-quality speculations center around individual character attribute as being mean a lot to grasping a
particular arrangement of ways of behaving. Hypotheses don't propose that different qualities don't exist or
are not significant; rather, they concentrate on a solitary characteristic for its importance to a bunch of ways
of behaving. While multi-characteristic character hypothesis determines enormous number of qualities that
in mix catch a significant part of the character of the person.

Learning
Learning suggests 'an adjustment of the substance or association of long haul memory or conduct'. Learning
is an adjustment of a singular's way of behaving emerging from encounters and information. There are three
sorts of discovering that may leads purchaser conduct.

Classical Molding: The most common way of fostering a connection between an upgrade and reactions to
achieve the learning of a similar reaction to an alternate improvement is called old style molding. Numerous

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cutting edge promoting organizations involves old style molding here and there.

Operant Molding: Operant molding frequently manages the real use of the assistance. In this manner, an
arrangement of showcasing technique is engaged at getting an underlying preliminary. Instrumental or
operant molding bargains an alternate series of occasions that we generally consider learning. There are three
significant types of operant learning. In encouraging feedback, an individual follows through with something
and is compensated. The person is then more clearly rehash the way of behaving.

Cognitive Molding: Mental advancing chiefly manages all psychological exercises of people as they work
to take care of issues or acclimates with circumstances. It comprises of learning thoughts, ideas, perspectives
and realities that add to capacity to reason, critical thinking and become familiar with the connections
without direct insight or support.

Insight

insight is an estimate of the real world. Just, discernment is a cycle by which an individual chooses, puts
together and deciphers boosts into a significant and lucid image of the world. Discernment underscored on
creating demeanor of a customer that might impact purchasing choices.

Mat Industry

Mat industry is an old industry in India and it has a place with the strong item class. The typical life span of
mat is 3-4 years. Mat is fundamental for living and updates the family status in the general public. No
custom is finished without the utilization of the mat. There are essentially two sorts of mats accessible, in
particular engineered fiber mats and normal fiber mats. Cotton mats, jute mats and elastic mats are likewise
utilized by a tiny gathering, which has no huge positioning. The manufactured mat is delivered by utilizing
plastic or potentially engineered fiber. Madras and Rajasthan are the principal creation area of manufactured
mat in India. The dispersion channel of engineered mat beginnings from the organization's assembling stop
to wholesalers, trailed by huge wholesalers to little wholesalers, on the other hand little wholesalers to
retailers lastly retailers to end-clients. Cover, nylon launderable mat, polypropylene(PP) cover, space colored
cotton chenille cover and Polyvinyl chloride(PVC) hostile to slip craftsman mat and so forth fall under the
manufactured mat classification.

The Regular fiber mats for fundamental living means polish, class, extravagance and solace. Regular fiber
mat industry is generally locally situated, with work inputs from the whole family, including development of

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mat sticks, the cycles of measuring, partition as per prerequisite, shading, cleaning and so on. The entire
course of creation comprises of three particular stages; I) pre-loom winding around ii) loom winding around
and iii) post-loom winding around.

The normal fiber mat is an eco-accommodating and a completely handcrafted item. West Bengal is the
primary creation area of regular fiber mat. The production network of regular fiber mat is basic where
wholesalers (Mahajan) purchase straightforwardly from the producer's home and offers to retailers (sellers).
End customer purchase mats from the retailers in haat or marketplace. Midnapore East and Midnapore West
position first and second separately in the absolute result of normal fiber mats followed by Howrah, Hooghly
and South 24 parganas. Mat industry is a lifestyle in India. Mat industry advances independent work and
other vocation exercises in the country and semi-metropolitan economy and assists with speeding up pay,
gives business open doors to 25% individuals straightforwardly and by implication (Maity, 1996).

Mat industry with unique reference to regular fiber mat in India normally addresses the idea of a family
industry. The creation of mat is run in a family climate with the dynamic support of family individuals. In
this way, mat industry (normal mat) can likewise be treated as handloom industry. Just in couple of cases,
commitment of outside specialists is obvious especially to finish the cycles of pre-loom waving stage. It has
additionally been seen that ladies craftsmans are the most dominating among the mat weavers. Indeed, even
the offspring of the families partake in mat winding in huge number. The mat winding around being a
craftsman pursuit requests accuracy and undeniable level ability, especially in winding of dazzling 'Masland'.
The absolute work force utilized might be talented and untalented laborers. The prerequisite of talented or
untalented laborers relies upon the sorts of mats, for example, 'masland', 'twofold mat', 'single mat' and so on.
Nonetheless, for masland, more talented work are expected than twofold or potentially single mat winding
around.

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 CHAPTER II
INTRODUCTION

Introduction

This part presents the survey of the writing of the review. As a component of optional wellsprings of data,
writing audit is one of the significant sources. Numerous analysts have been centered around the issues
connecting with the customer conduct on the merchant side, for occasions, brand mindfulness goes before any
remaining strides in the purchasing system,

vender's promoting consumptions, item guarantee, the period of time in business, Salop

(1978), Kelley (1988); Minister (1981); Wiener (1985), Beales et al. (1981) separately.

In spite of this, purchasers assume an extremely essential part in the business cycle and not considering them
in the pre-buy conduct examination could bring about a deficient comprehension of that cycle since all parts of
purchaser conduct like conviction, inspiration, disposition, discernment, learning and so on are a necessary
piece of pre-buy conduct of the customers.

Investigations of customer conduct is significant for choosing showcasing divisions and

promoting techniques. It is an applied discipline in light of the fact that specific conversations are essentially
impacted by their way of behaving or anticipated activity. Applications can exist at two

levels of investigation like market division and expansion and customer choice

cycle and purchasing conduct which are considered as center showcasing exercises in

planning successful promoting techniques (Loudon and Bitta, 2004).

Buyers' buy interaction is impacted by various variables, some of which advertisers have zero control over
which incorporates social, social, individual, and mental factors. These elements should be thought about to
arrive at target customers actually (Kotler et al., 2005).

Shopper conduct as individual contrasts from the gathering conduct. Factors influencing

buyer conduct for purchasing are segment and social impacts, bunch impact what's more, effect of publicizing
and inner impacts. It likewise relies upon the everyday life cycle and different necessities of purchaser during
various life stages (Schiffman and Kanuk, 2006).

Essential articles that comprise this gathering of variables are conviction, inspiration, mentality, discernment,
learning, and so on. At the point when an individual gets certainty towards an item, s/he acts appropriately and
the activities taken are impacted by the individual's inspiration of the circumstance.

Inspiration is an objective situated main thrust inside people that induces them to activity.

At the point when a singular encounter of new things, adjustment happens on the way of behaving, thus,
perspectives are obtained and subsequently influence the purchasing conduct.

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The audit of writing of this study has been isolated into four segments, for example,

customers' conviction, shoppers' inspiration, purchasers' mentality and mat industry. The

analyst examined each segment intricately.

Shoppers' Conviction

Shopper belief(s) alludes to an acknowledgment that something exists or is valid, i.e., trust,

confidence, or trust in a person or thing. Convictions are the collection of information that we hold about the
world either precise or erroneous structure. Convictions are frequently communicated in sentences with
'is/are'; for examples, 'jewels are costly', 'kids need fluoride toothpaste', Titan is an exquisite brand', and so
forth.

Convictions regularly have been conceptualized in slender, object-trait terms. It has

linkages between a particular brand and explicit brand qualities, i.e., "purchaser k's conviction regarding the
degree to which quality I is presented by brand j" (Wilkie and Pessemier, 1973).

Earlier convictions, as critical standards or heuristics are pertinent in a wide scope of choice settings. Chiefs
might uncover a conviction sign of whole populaces from little examples of representativeness. Adherence to
this "law of little numbers" conviction might impact data handling conduct, particularly in dampening
itemized pre-choice inquiry (Tversky and Kahneman, 1974).

Summed up convictions and mentalities may as mediating factors have a critical effect on buy conduct and
post buy assessment (Anderson, Engledow and Becker, 1979).

Convictions are differed starting with one buyer then onto the next. It isn't static for every one of the
purchasers. It has additionally communicated more summed up affiliations - between classes of items (e.g.,
purchasers, items, sellers) and item credits (Duncan and Olshavsky, 1982).

Customers use market convictions since it decreases choice intricacy and empower the chief to make decisions
more rapidly and with less mental exertion than if a more exhaustive investigation were attempted (Sherman
and Corty, 1984).

Market convictions address one more part of a purchaser's information structure. Level of information has
been connected to the arrangement of market convictions (Park and Lessig 1981;

Rao and Monroe 1988). A various examinations in shopper conduct have zeroed in on the effect of market
convictions on purchaser navigation. .

In juvenile data markets, purchasers use costs as sign degree of value evaluation

among new other options (Sciotvsky 1945; Wolinsky 1983). In promoting, numerous specialists have affirmed
that shoppers often buy into a "cost is a dependable sign of item quality" conviction (Enis and Stafford 1969;
Gardner 1970; Monroe 1976; Olson, 1977).

Olshavsky, (1984) has tied the utilization of substitute based convictions relating to the choice

making process, remember them as one of five customer inclination arrangement ways of behaving which can
eventually influence brand (or store) decision. He battles that the reception of a proxy based inclination
development technique might diminish search by making the purchaser center around the prompts in lieu of
other helpful data. One

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associate of this discussion is that the more trustworthy the proxy is seen to be, the base pursuit and
assessment exertion the chief will exhaust.

Covariation conviction is an earlier market conviction. Covariation convictions allude convictions in regards
to the level of relationship or relationship between two occasions or thoughts". Subjects who accepted that
cost is most certainly connected with item quality will more often than not example higher evaluated items
than subjects who don't buy into the conviction ( Bettman, John and Scott, 1986).

Shopper convictions about promoting impacted their mentality towards showcasing exercises.

For example, despite the fact that shoppers concurred firmly that the promotions were fundamentals they were
extremely condemning of promoting's social impacts (Andrews 1989).

Buyers' Inspiration

The most vital phase in the shopper buying process is the need acknowledgment or inspiration, where buyer
understand that s/he has need for something. It demonstrates an inward condition of excitement that guides the
customer to participate in objective situated ways of behaving, effortful data handling and dynamic
exhaustively.

Maslow, (1987) has attempted to communicate human requirements in a distinct pecking order in light of the
rule of relative intensity. He fights that that multitude of requirements are innate and general to every person.
The Physiological necessities, i.e., the fundamental requirements of person are addressed in the lower part of
the order, as these are significant for a person's endurance. To affirm endurance over the long haul, they are
trailed by wellbeing needs. Later these essential requirements follow the mental necessities that cover social
requirements, for example effects, alliance and love, and regard needs are confidence, acknowledgment and
vocation.

Moreover, as the need might arise, they put customers compelled to fulfill them on an continuous premise.
Conversely, self-completion needs are development needs by which people live up to their extremely one of a
kind potential.

Inspiration addresses a quest for rules that can assist in understanding the reason why with peopling start, pick
or persevere in unambiguous activities and in unambiguous conditions. It has attempted to investigate the
thought processes in unambiguous way of behaving of the customer, particularly actual intentions (Mook,
1987).

Weinberg, (1995) has attempted to investigate feelings, essential inclinations enact and coordinate conduct,
while mental cycles decide the objective direction and the force of

the activity by which the individual will accomplish this objective under given conditions.

Inherent inspiration (i.e., vivified by private satisfaction, interest or delight), stimulates and supports exercises
through the unconstrained fulfillments innate in powerful activity. It is manifest in ways of behaving like play,
examination, and challenge looking for that individuals frequently accomplish for outside remunerations (Deci
et al., 1999).

Customer conduct is prevalently driven by the longing to satisfy the particular necessities, which consequently
can be classes into existential and experiential requirements (Csikszentmihalyi, 2000).

Kroeber-Riel and Weinberg, (2003) have investigated inspirations are a theoretical develop to characterize the
main thrusts of human way of behaving and make sense of why individuals do what they do as opposed to
picking an elective choice. They additionally saw that causal

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connections among enactment and mental objective direction vitally affect a singular's inspiration with
utilization, on the grounds that a similar excitement strategy can lead to various inspirations while various
excitement techniques can bring about something similar inspiration.

Bagozzi, (2003) recommends that "quite possibly the earliest method for indicating thought processes is to
recognize which objectives are mean quite a bit to individuals as closures for their own advantage". General
objectives give a balance to activity, notwithstanding, being somewhat distal determinants. Simultaneously the
explanations behind picking a specific objective are addressed in a progressive organization of thought
processes. Subsequently, to have the option to all the more precisely foresee specific activity or conduct a
thought of more exact, setting explicit intentions are required.

Shoppers have various types of necessities behind the buy. At the point when inspiration is high, customers
will do things which are firmly connected with their objectives (Hoyer and

Maclnnis, 2004).

Gredler et al., (2004) comprehensively characterize inspiration as "the trait that moves us to do or to avoid
something".

Frequently impulses are thought about independently as a component of inspiration develop which can trigger
and impact the way of behaving. Senses are characteristic and, hence, not learned ways of behaving which are
actuated by fundamental, inward upgrades and consequently result in positive activities. Subsequently,
impulses are organically set up and can be likewise perceived as physiological lack, for examples, hunger,
which initiates a specific way of behaving to sell this lack (Puca and Langens, 2008).

Inspiration is an objective situated driving cycle which comprises of two significant parts, to be specific
personal part and mental part. The profound part addresses a trigger for the activity, while the mental part
characterizes the heading

also, how the activity is to be understood. (Kroeber-Riel et al., 2009).

Trommsdorff, (2009) characterizes thought processes as idle states which, if there should arise an occurrence
of realization, drive the way of behaving with a specific force and in a specific heading. The realization can be
come about by lack or by outside motivations. Hence, intentions should be visible on a wide reach between
'incredibly uncontrolled, close to home' to 'very controlled, objective'.

Bal and Run, (2010) propose that the vast majority of individuals make their painstaking work purchasing
choice without help from anyone else as opposed to impacted by another person. Such sort of buying choice of
handiworks is exceptionally impacted by their drive purchasing conduct. In this dynamic cycle the imaginative
worth of painstaking work assumes the essential part in inspiring clients toward any craftsmanship purchasing.
There are different inspirations to purchase handiworks like utility worth, client's status related with the
specific craftsmanship

also, the likeliness for claiming extravagance too. Much of the time, painstaking work are exceptionally liked
as a gift thing.

Buyers' Disposition

Perspectives are an inclined reaction toward an item and are a urgent idea in contemplating buyer conduct.
Clients might have different perspectives towards objects which are significant for advertisers. Perspectives
can be utilized as a hypothetical synopsis of a client's assessment of an item. It can likewise give a sign of
good and pessimistic sentiments furthermore, conduct inclinations. Anyway the disposition conduct
connection may not necessarily be exact as there are different factors which might influence conduct.

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In agreement to the hope esteem model inside mental conceptualization, an person's disposition toward an
item addresses an outline origination or assessment in light of their convictions. Every conviction connects the
item with a specific characteristic, subsequently a individual's overall still up in the air by the abstract upsides
of each quality, consolidated with the strength of their conviction that interfaces the quality with the item.

Assael, (1981) proposes that typically disposition creates over the long run through a learning

process which is impacted by a reference bunch impacts, previous experience, and character or it is an overall
evaluation about something, loving or hating, and the strength of the sentiments.

Hope Worth Model (EVM) of perspectives, a backhanded approach to estimating the generally speaking
disposition of a person. This model proposes that one's demeanor toward playing out the conduct should be a
component of a singular's convictions or seen results of playing out the conduct being referred to and the
evaluative parts of those convictions. In this way a individual's conviction and evaluative parts of those
convictions are shaped to be the social convictions that make a demeanor toward playing out the way of
behaving.

Subsequently, one may bound to have an uplifting outlook toward buying handiworks items assuming one
accepts that the person can show or keep up with their situation in the general public by buying costly hand
made items (Fishbein and Ajzen, 1975, Ajzen, 1991).

The disposition of shoppers toward an item can be a consequence of an openness to promoting

messages as well as the singular's appraisal of the item as it shows up in the commercial. Demeanor is perhaps
of the main variable in buyer conduct.

From the showcasing perspective, mentalities are inclinations toward specific brands, items or organizations
that make buyer answer well or negatively to them (Assael, 1992).

McCarty and Shrum, (1994) settled an obvious connection between's positive perspectives towards ecological
green item and positive buy choices. Essentially, negative mentalities will deter shoppers bringing about a
non-buy choice.

Mendleson, (1994) thought that advertisers ought to underscore on the biological information

of their association, their items and their limited time procedure to accomplish the changing buyer buying
conduct. Buying conduct likewise can be impacted by the seen item as a need that is can expect the buyers'
perspectives towards the climate ought to assume a generally minor part in influencing buy conduct, or in this
case the readiness to purchase naturally green items.

Sharma et al., (1995); Soloman, (1996) thought that almost certainly, customers' mentalities towards the
climate comparable to things that are superfluous ought to have a more significant effect on buy conduct. On
legitimate reasoning, it very well may be normal that individual inclinations and wants an item need would
balance the more unselfish what's more, non-narcissistic thought processes contained in the "ideal" attitudinal
view.

Purchasers mentality generally has some sort of thoughts, customers have an uplifting outlooks towards
different physical and social articles including items, brands, models, stories also, individuals. Purchasers
additionally have mentalities towards nonexistent items like ideas furthermore, thoughts, adjacent to their own
ways of behaving or activities including their previous activities and future conduct. Disposition development
assists customers with settling on choices by giving an approach to them to assess choices in light of the
qualities and advantages of every item (Peter et al., 1999).

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A client demeanor toward an item or administration is impacted by a match of the item or on the other hand
administration client picture with the client self-idea (Ekinci and Riley, 2003; Sirgy et al., 1992; Wang and
Heitmeyer, 2005).

Blackwell, (2001) thought that understanding mentality is significant due to two significant reasons. The main
explanation is that a demeanor can influence the strength of the relationship between the way of behaving.
Second, certainty can influence a perspectives vulnerability to make changes.

The term one's mentality toward playing out the volitional way of behaving just alludes to the degree to which
an individual has a negative or positive assessment of the way of behaving. Furthermore, an generally
speaking negative or uplifting perspective is delivered from the conduct convictions (Ajzen and Fishbein,
2005).

Ramasamy et al., (2005) revealed that, the purchasing conduct is regularly affected by mindfulness and
mentality towards the items and administrations. Business promotions are fundamental wellspring of data,
trailed by place to checkout in retail outlets.

Purchasers truly do construct assessment on a brand in light of the item includes that play an significant job in
the dynamic cycle. Countless respondents lay relies upon quality and felt that cost is a significant component
while the others connected significance to picture of a maker.

Mentalities are framed through experience and learning and that disposition impact purchasing conduct
(Kotler and Keller, 2009).

Capon, (2009) has attempted to examine demeanor that is a successful and long haul evaluation for which the
clients are having deeply grounded perspective and it can be an individual, element or a matter.

Customer mentality is a combination of a buyer's conviction, sentiments, and social goals toward some item
inside the setting of advertising (Perner, 2010).

Khan, (2012) believed that mentality is the nature, demeanor, thinking and method of conduct. It very well
may be both either sure or negative and play out an enormous number of significant capabilities in buying an
item.

Mat Industry

The historical backdrop of mat winding in India traces all the way back to the Indus Valley Development. Its
socio-social importance can be followed in antiquated writing. Records of the middle age period give the main
data of mat winding in West Bengal. These have been believed by Hunter(1876), O'Melley(1911),
Mitra(1951). The item mat by and large has a place with the craftsmanship and purchaser semi-sturdy in view
of its typical life expectancy 3-4 years. 'Painstaking work are things made manually, frequently with the
utilization of straightforward instruments, and by and large imaginative and/or conventional in nature.

Mitra, (1951) features the quintessence of provincial industrialization, particularly with reference to
handiworks industry as it turns out auxiliary revenue, inspire the way of life of the laborer areas and builds the
utilization of neighborhood sources and advances innovative ability.

Menon, (1976) has really focused on consideration on the positive parts of association of the skilled worker
with the different development and he thought that this association helped expert to develop commendable
plan and style of different painstaking work.

Mitra, (1977) believed that the inventory of natural substances and the expense of the unrefined components
are difficult issues concerning mat industry. He proposes that promoting system is not upto the imprint for this

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specific item. He features the socio-social issuses of the provincial area. He laid out that workmanship
comfirmed fraternity and co-activities in the general public which likewise got social amicability and makes
independent work valuable open doors especially for ladies.

Rao, (1979) thought that handiwork industry is extremely mind boggling and troublesome elements in light of
the fact that of various strategies and each specialty having its own custom, methods of creation and plan. He
likewise expresses that painstaking work are our valuable legacy and a significant piece of legacy.

Madan, (1983) features that handiwork articles request to clients regularly through their particular and creative
plans. He recommended that there ought to be an arranged advancement to further develop the workmanship
business by keeping away from brokers and by expanding the assets of creation.

Maity, (1996) features that showcasing organizations of the item mat ought to be easy to guarantee the
accessibility of the item in each edge of the market.

Liebil and Roy, (2003) suggested that in the handiwork area of India a normal craftsman has insufficient
admittance to data about business sectors, buyers tastes and inclinations and refreshed advancements. The
creators likewise features the few downsides like deficient capital and less accessibility of unrefined
components like wood, bamboo, horn, fiber, bone and so forth.

A review directed by the Middle for The board Improvement, (2004) Trivandrum found that the Public
authority showcasing organizations for handiworks are charging extra for the makes provided by the
craftsmans to a degree of 50 to 60 percent to cover the overheads of the offices. This will prompt an expansion
in a definitive cost of the specialties hindering deals and forestalling the development of handiwork area. The
product market for Kerala makes is viewed as pitiful. The review uncovered that the craftsmans know nothing
about the social plans given by the Public authority. It expressed that the shortfall of expertise improvement
preparing impacted the item quality improvement, plan change and item extension.

Wiboonpongse et al., (2007) thought that previous handcraft items were chiefly home use things. At the point
when manufacturing plant caused items to contribute a ton in fostering our way of life, painstaking work have
become expensive products in numerous countries. In Thailand, clients are hesitant to follow through on
significant expenses for craftsmanship for being an item workmanship in particular. Rather different
highlights of the specific workmanship like effortlessness, style, fitting tone, creative plan, and so on are
profoundly esteemed by the craftsmanship clients.

Giron et al., (2007) recommends that cost of the carefully assembled item is the most significant for the client.
individual to individual relations or suggestion and item includes are the following two significant elements
for purchasing.

Das et al., (2008) expressed that regular, shoppers and families arrive at conclusions about the labor and
products that they buy. The elements that affect purchasing choice are cost of the item, quality, advancements,
proposals.

Bal and Run, (2010) proposed that very good quality individuals as far as pay commonly living in
metropolitan regions are bound to buy handiworks with strict understandings, while low pay individuals living
in provincial regions are bound to buy painstaking work with non-strict understandings. Besides, their
investigation likewise shows that there is a huge connection between's the pay and probability of purchasing
crafted works in general. Accordingly, the spot of home and the pay of individuals are two significant
inspirational variables with respect to the purchasing goal of painstaking work.

Run, (2011) believed that painstaking work are widely connected with the home frill market. Among
numerous different elements the monetary state of conclusive clients, their style and purchasing behavior are
the most persuasive parts of the home embellishment market. However commoditization is on the ascent,

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shopper buy assortments of painstaking work essentially in view of having a feeling of being related with a
particular local area, their custom, culture, esteems, etc. Additionally, in couple of cases, if individuals like a
particular handcrafted creates profoundly they prepared to follow through on an exceptional cost for this
explicit item even it surpasses its ordinary cost.

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 Summary of Literature Review
Summary of the literature review is represented in a tabular format below-
Table Literature Review

Author(s)/ Year Title of Research work Details Of Concept and Finding(s)

Ajzen, 1991 Attitude-Behaviour The attitude of an individual toward performing

Relations: A Theoretical the behavior is supposed
Analysis and Review of to be a function of that individual’s
Empirical Research” belief. Thus,beliefs of a person’s
and evaluative aspects of those
beliefs are formed to be the
behavioral beliefs that create an
attitude toward performing the
behavior. Consequently, one may
more likely to have a positive
attitude toward purchasing
handicrafts products if one believes
that he or she can show or maintain
their position in the society by
purchasing expensive hand made
products.

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Anderson, Evaluating the Two intervening variables, namely beliefs and
Engledow and Relationships among attitudes have significant impact on purchase
Becker (1979) Attitude towards behaviour and post purchase evaluation.
Business, product
Satisfaction, Experience
and Search Effort
Andrews (1989) The Dimensionality of Consumer beliefs about marketing affected their
beliefs towards attitude towards marketing activities.
advertising in general
Assael, (1981) Consumer Behavior and Attitude develops over time through a learning
Executive Action process which is affected by a reference group
influences, past experience, and personality
Assael, (1992) Consumer Behavior and Attitude is one of the most important variables in
Marketing Action, 3rd consumer behavior. In marketing, attitudes are
Edition predispositions toward specific brands, products or
companies that cause consumer to respond
favourably or unfavourably to them.
Bagozzi (2003) Marketing as exchange One of the first ways to specify motives is to identify
which goals are more important to people as ends
for their own sake.
Bal and Dash, A Study on Factors Higher income people living in urban areas are
(2010) Determining Buying more likely to buy handicrafts with religious
Behavior of Handicraft interpretations; low income people living in rural
Items - With Reference areas are more likely to buy handicrafts with non-
to Handicrafts of Orissa. religious interpretations.
Furthermore, there is a positive

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 correlation between the income and likelihood of
buying handicrafts in general. Thus, the place of
residence and the income of people are two
important influential factors regarding the
buying intention of handicrafts.

Bettman, John, Covariation Covariation beliefs “refer the degree of

and Scott Assessment by relationship or association between two events
(1986) Consumers," or concepts". Subjects who believed that the
price was positively correlated with product
quality tended to sample higher priced products
than subjects who did not subscribe to the belief.
Blackwell et al., Consumer Behaviour Attitude consists of three major components
2001) which is well described by tri-component
attitude model. The three components are
cognitive, affective and conative. The cognitive
component implies consumer’s knowledge and
perception about products and brands while
affective component focuses on consumer’s
emotions or feelings regarding a specific product
or brand and conative component is concerned
with the likelihood or tendency that a consumer
will act in a specific way regarding a product.
Capon, (2009) Consumer Behaviour Attitude is a powerful and long term
assessment for which the customers

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 are having well-built way of thinking and it can
be an individual, entity, announcement or a
matter.
Center for Study on Government marketing agencies for handicrafts
Management Handicrafts – are charging extra for the crafts supplied by the
Development Problems and artisans, which lead to an increase in the ultimate
,Trivandrum, Prospects price of the crafts retarding sales and preventing
(2004) the growth of handicraft sector. Artisans are
unaware of the social schemes provided by the
Government due to the absence of skill
development training affected the product
quality improvement, design change and product
expansion.
Csikszentmihalyi The Costs and Benefits Consumer behaviour is largely driven by the
(2000) ofConsuming desire to satisfy specific needs, which can be
divided into two; existential and experiential
needs.
Das et al., (2008) Categorizing Everyday, consumers and households make
Consumers’Buying decisions about the goods and the services they
Behavior: A Factor purchase. The factors that influence this buying
Analysis in Consumer decision are commonly price, quality,
Durable Market advertisement, recommendation from near and
dears
Dash, (2011) Buyers’ Preferences of Handicrafts are substantially associated with the
Product Design for home accessory market. Among many other
Purchase Of Selected factors

Page 51 of 244
 Indian Handicrafts The financial condition of final customers,
with Special Reference their fashion trend and buying pattern are the
to Orissa State most influential factors of the home
accessory market
Deci et al. A meta-analytic review “Intrinsic motivation, energizes and sustains
(1999)
ofexperiments examining activities through the spontaneous
the effects of extrinsic satisfactions inherent in effective volitional
rewards on intrinsic action.
motivation
Duncan and "External Search: The Beliefs may express more generalized
Olshavsky Role of Consumer associations--between classes of objects,
(1982) Beliefs," between product attributes and as notions
about how the marketplace operates over
time.
Ekinci and An Investigation of Self- A customer attitude toward a product or
Riley, 2003; concept: Actual and service is influenced by a match of the
Sirgy et al., Ideal Self congruence product or service user image with the
1992; Wang and Compared in the Context customer self-concept.
Heitmeyer, of Service Evaluation”
2005).
Giron et al., Strategy and factors for Price of the handmade product is the most
(2007) success: The Mexican important for the customer. Person to person
handicraft sector relation or recommendation and product
appearances are the next two
important factors respectively.

Gredler et al., The relationship between “Motivation is an attribute that moves us to

(2004) classroom motivation and do or not to do something”.
academic achievement in
elementary school aged
children.
Khan, (2012) Factors Affecting Buying Attitude is the nature, temperament,

Page 52 of 244
 Behaviour of Females thought and way of behaving. It can be
forPurchase of positive or negative and perform a very
Cosmetics’ essential function in purchasing
a product.
Kotler and Marketing Management Attitudes are formed through
Keller,2009) experience and learning that influence
buying behaviour.
Kroeber-Riel Konsumentenverhalten Motivations are driving forces ofhuman
andWeinberg behaviour. Causal relationships between
(2003) activation and cognitive goal orientation
have a crucial effect on an individual’s
motivation to consume, because the
same activation process can lead to
different motivations while different
activation processes can result in the
same motivation.

Kroeber-Riel A Study on the Impact Motivation is a goal-oriented driving

et al., (2009) of TV Advertising process which consists of two major
Contacts during Dinner components, namely emotional
components and cognitive components.
The emotional component represents a
trigger for the action, whereas the
cognitive component defines the
direction and the way the action is to be
realized.
Liebil and Roy Handmade in India In India an average artisan has
(2003) inadequate access to information about
markets, buyers, tastes and technologies.
The problems ofhandicraft industries
are inadequate capital and less
availability of raw

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 materials like wood, cane, bamboo,
horn and bone.
Maity, (1996) Economics of Mat Marketing networks is not up to the
Industry, A Study of mark.
P.S. Sabang, District
Midnapore, West Bengal
Maslow (1987) Motivation and Human needs arrange themselves in a
Personality, 3rd definite hierarchy based on the principle
Edition of relative potency. Physiological needs
that are crucial for an individual’s
immediate survival. To ensure survival in
the long-term, they are followed by
safety needs. After those basic needs
follow the psychological needs that cover
social needs and esteem needs such as
self-esteem. Self- actualization needs are
growth needs by which individuals fulfill
their
very unique potential.
McCarty and Attitudes towards A correlation exists between favourable
Shrum, (1994) environmentally green attitudes towards environmental green
products product and positive purchase decisions.
Similarly, negative attitudes will
dissuade consumers resulting in a
non-purchase decision.

Medan, (1983) India’s Handicraft articles appeal to customers

Developing principally through their distinctive and
Villages artistic designs. There should be a
planned development to improve the
handicraft industry by

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 avoiding middlemen and by
increasing the resources of
production.
Mendleso Learning to listen: A Purchasing behavior also can be affected by
n,(1994) strategy-based the perceived product as a necessity that’s
approach for the can expect the consumers’ attitudes towards
second language the environment should play a relatively
learner. minor role in affecting purchase behavior, or
in this case the willingness to buy
environmentally
green products.

Menon, (1976) Rural Industries of India Interaction helped craftsman toevolve

exquisite design and patterns
of various handicrafts.
Mitra, (1977) Problem and prospects Supply of raw materials a serious problem
ofmat Industry of the industry and upward raising cost of
raw materials is also a problem. The author
states that handicraft ensures brotherhood
and co-operations in the society which also
ensures social harmony and creates many
self-employment opportunities particularly
for
women.

Mook (1987) Motivation: the People initiate, choose or persist in specific

organization of actions and in specificcircumstances depend
action upon
information search.
Olshavsky Perceived Quality in Adoption of a surrogate-based
(1984)
Consumer Decision preference formation strategy may
Making," in Perceived reduce search by causing the buyer

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 Quality to focus on the cues in lieu of other
available information.
Olson, Jerry Price as an Consumers frequently do subscribe to a
C.(1977) Informational Cue: "price is a reliable indicator of product
Effects on Product quality" belief
Evaluations," in
Consumer and
Industrial
Buying Behavior
Park and Familiarity and Its Market beliefs represent another aspect of a
Lessig (1981); Impacts on Consumer buyer's knowledge structure. Although level
Rao and Decision Biases and of knowledge has been linked to the
Monroe (1988) Heuristics; The formation of market beliefs.
Moderating Effect of
Prior Knowledge on
CueUtilization in
Product
Evaluations,"
Perner, (2010) Consumer behavior: Consumer attitude simply as a composite of
the psychology of a consumer’s belief, feelings, and
marketing behavioral intentions toward some object
within the
context of marketing.

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Peter et Consumers have attitudes towards various
al., (1999) physical and social objects including
products, brands, models, stories and
people. Consumers also have attitudes
towards imaginary objects such as concepts
and ideas, beside their own behaviors or
actions including their past actions and
future behavior. Attitude formation helps
consumers to make decisions by providing
a way for them to evaluate alternatives
based on the

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 attributes and benefits of each
product.
Proter, (1951) Small Scale Industries in Handicraft industry provides subsidiary
India income, raises the standard of living of the
worker sections and increases the use of
local sources and promotes creative
talent.

Puca and Individual differences Instincts are inborn and, therefore, not
Langens (2008) in approach and learned behavior patterns which are
avoidance movements: activated by basic, inner stimuli and
How the avoidance automatically result in certain actions. Thus,
motive influences instincts are biologically preprogrammed
response force
Ramasamy et al., Consumer Buying behaviour is vastly influenced by
(2005) behaviour towards awareness and attitude towards the product.
instant food Commercial advertisements over television
products. was said to be the most important source of
information, followed by displays in retail
outlets. A large number of respondents lay
emphasis on quality and felt that price is an
important factor while the others attached
importance to image of a
manufacturer.
Rao, (1979) Small Industries and Handicraft industry is verycomplicated and
the Developing peculiar because of numerous processes,
Economy in India tradition, ways of production and design.
Handicrafts are our precious legacy and a
valuable part of our heritage.

Page 58 of 244
Sharma et al. Consumer Consumers’ attitudes towards the
1995; Ethnocentrism: A Test environment in relation to items that are
Soloman, of Antecedents and dispensable should have a more substantial
1996 Moderators impact on purchase
behavior.
Sherman Effects of Initial Consumers use market beliefs because it
andCorty Product Judgments on can reduce decision complexity and enable
(1984) Subsequent Memory- the decision maker to make judgments
Based Judgments. more quickly.

Trommsdorff, Intergenerational Motives can be seen on a wide range

(2009) relations and cultural between ‘extremely uncontrolled,
transmission emotional’ to ‘extremely controlled,
rational’.
Tversky and "Belief in the Law of Comparatively a small number of broad-
Kahneman Small Numbers" based prior beliefs are applicable across a
(1973, wide range of decision settings.
1974)
Weinberg (1995) Emotional Aspects Emotions and basic urges activate and
of Decision direct behaviour, while cognitive processes
Behaviour: A determine the goal orientation and the
Comparison of intensity of the action by which the
Explanation individual is willing to achieve this goal
Concepts under given circumstances.

Wiboonpongse et Modeling a Hedonic Earlier handcraft products were mainly

al., (2007) Priceof Northern Thai home use things. When factory made
Handicraft Products products contribute a lot in advancing our
lifestyle, handicrafts have become
expensive goods in many nations.

Page 59 of 244
 Wilkie and Issues in Marketing's Beliefs typically have been conceptualized
Pessemier Use of Multi-attribute in narrow, object- attribute terms and
(1973) Attitude Models linkages between a particular brand and
specific brand attributes.
Wolinsky (1983) "Prices as Signals of In imperfect information markets, buyers
Product Quality will use prices to signal level of quality
among unfamiliar
alternatives.

Goals of the Review

This segment presents targets of the review. The concentrate fundamentally means to evaluate the

shopper conduct of different parts of direction in regards to the purchasing of mats.

Buyer conduct is extraordinarily impacted by various different significant factors, for example,

social, social, individual and mental variables. This study focuses just on the mental elements that
profoundly impact on buyer purchasing conduct and choice making process. Of the six significant mental
elements, to be specific conviction, inspiration, demeanor, learning, character and discernment, initial three
variables are viewed as in this study regarding pre-buy conduct. The essential goals of this study are counted
underneath:

1) To look at the job of conviction, inspiration and demeanor concerning purchaser purchasing process in the
event of item mats.

2) To figure out the connection between conviction, inspiration and mentality that could be decidedly
affecting the pre-buy interaction of end shoppers regarding item mats.

3) To look at the job of conviction, inspiration and mentality concerning authoritative purchasing process in
the event of item mats.

4) To figure out the connection between conviction, inspiration and demeanor that could be emphatically
affecting the pre-buy cycle of associations concerning item mats.

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Speculations of the Review

The purchaser purchasing choice cycle is the interaction embraced by the customer in respects to a potential
market exchange previously, during and after the acquisition of item or on the other hand benefits. Purchaser
dynamic cycle by and large includes five phases, for example, issue acknowledgment, data search, elective
data, buy and post buy. Initial three phase manages the pre-buy conduct, the fourth stage bargains with the
buy and the last stage manages the post-buy conduct. The pre - buy conduct of the shoppers is to a great
extent impacted by the segment profile of the buyer, psychographic factors, natural credits, and so on. In
light of the purchaser choice interaction the analyst has outlined the accompanying speculations of the study.

Hypoyhesis-1: There will be a connection between segment factors and purchasing conduct of the singular
buyers concerning the mat.

Speculation 2: There will be a connection among conviction and inspiration of the individual buyers
concerning the mat.

Theory 3: There will be a connection among inspiration and disposition of person buyers concerning item
mat.

Theory 4: There will be a connection among conviction and inspiration with reference

to institutional purchasers of item mat.

Theory 5: There will be a connection among inspiration and disposition with reference to institutional
purchasers of item mat.

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 Chapter- 3
Research Methodology

Introduction

This part presents the technique has utilized in this review. The technique comprises of five parts:

1) Exploration plan 2) Information Assortment 3) Inspecting Procedure 4) Advancement of study

instrument and 5) Transformation of information into data.

The examination plan segment gives general data about the goals of the current review and furthermore
makes sense of the guide of this examination. Second segment uncovers the technique for catching pertinent
information fundamental for the reasons for this exploration. The testing strategy segment manages the
course of choice of the respondents from the whole locale of the study. The instrument segment makes sense
of the poll advancement technique for gathering important information for estimating the targets of the
review and the last area, i.e., the change part manages the change of the information into appropriate data in
this review.

Exploration Plan

An exploration configuration is an arrangement, design and technique of examination so imagined to get

replies to investigate issues. It is a structure or diagram for leading

research work. The plan depicts the methodology for leading the review, including when, from whom and
under what conditions information were acquired. Its motivation is to give the most substantial, exact
responses as conceivable to investigate questions (McMillan and Schumacher 1993). Research configuration
might be extensively arranged into three, specifically, exploratory examination, expressive exploration and
causal exploration. Exploratory examination is a sort of exploration plan, where the scientist attempts to
hook the issue being referred to or grasp peculiarities. It is best done when a provisional relational word is to
produce or gadget. The clear exploration depicts the peculiarities being referred to attempting to create some
sort of relationship in happing of the factors. The causal exploration ordinarily has a positive speculation
assigned the goals and tests into causal connections among free and subordinate factors, i.e., it mirrors a
circumstances and logical results relationship among the factors. The fundamental point of this study is to
grasp this reason furthermore, impact connection between mental variables and shopper conduct in

reference to the acquisition of item mat by causal exploration plan.

Figure- RM-3.1.1 showing the figurative representation of research design below-

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Data Collection

Assortment of information is an exceptionally vital undertaking of examination. In this study two sources
have been considered for information assortment: 1) essential information source and 2) optional
information source. As part of auxiliary sources, information has been drawn from the writing survey,
centered text, legislative records and, surprisingly, a few institutional documents. The specialist has zeroed
in on the five areas of writing to separate data. The five regions were shopper purchasing conduct, shopper
convictions, customer inspiration, purchaser perspectives and mat industry.

From the part of shopper purchasing conduct, the analyst zeroed in on the major factors that prompts
purchasing choice with unique reference to choose the areas of West Bengal relating to semi-sturdy item to
be specific mat. In the following piece of the writing survey, the scientist attempted to recognize the
significant elements that have an effect on customer purchasing conduct. From the writing of customers'
inspiration the scientist has sifted through significant aspect that lead to buyer's navigation process. While
talking about purchaser mentality, the specialist zeroed in on the attitudinal factors which affect buy choices.
In the last piece of writing audit the analyst attempted to figure out the central point that have
straightforwardly and by implication affected buy and utilization of mat regarding individual family and
Institutional purchasers.

The essential information has been accumulated through field review utilizing an undisguised organized
survey. The item mat has been chosen for this study since it is fundamental for living and updates the family
status in the general public. No custom is finished without the utilization of the mat with exceptional
reference to West Bengal. Also, mat industry advances independent work also, other business exercises in
the rustic and semi-metropolitan economy and assists with speeding up pay, gives business valuable open
doors to 25% individuals straightforwardly also, in a roundabout way (Maity, 1996). The objective
respondents were typical family, strict organization, showing establishment, shelter house and advanced age
home.

The purview of overview envelops three regions of West Bengal to be specific, Hooghly, Howrah and South
24 paraganas.

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Figure: RM-3.3.1 showing the sources of data collection

Figure: RM-3.3.1 Sources of data collection

Sampling Technique

Sampling is the process of obtaining information about an entire population by examining only a part of it.
The researcher has considered two sample area, namely individual household and institutional buyers. At
first, the researcher focused on individual household and used multi-stage simple random sampling
technique for collecting the relevant information regarding mat. In the first stage of sampling, two sub-
divisions of each districts i.e., a total of ten sub-divisions have been selected by using simple random
sampling technique. In the next stage, i.e., second stage two blocks
of each sub-division, i.e., a total of twenty blocks has been similarly taken into account in this study. In the
third stage, four villages from each block, i.e., sixteen villages have been selected from each district by using
the simple random sampling techniques. In the last and final stage, five respondents from each village
i.e.,(twenty respondents from a block, forty respondents from a sub-division and eighty respondents from a
district) and a total of four hundred respondents have been selected from the entire jurisdiction of research
by using simple random sampling method. In the five districts, the selected normal households have been
asked to fill out the questionnaires and it took approximately 20-30 minutes. At the individual household
level the sample size was
400 respondents. The period of sample survey was from 2011 through 2014.

Of the 400 filled in questionnaires 06 questionnaires have been eliminated because of non usable of mats in
their home. Therefore, 394 questionnaires have been considered for the analysis. For example, a schematic
diagram of the sampling frame in case of one district, say Hooghly is being shown in the figure below55

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 Figure: RM -3.4.1 showing the sampling frame of Hooghly district.
Figure RM-3.4.1 Sample Framing
In the above figure, the analyst portrayed the examining technique for Hooghly Area.
Two sub-divisions, to be specific, Sreerampore and Chandannagar have been chosen out of the four sub-

divisions ( Sreerampore, Chandannagar, Chinsurah and Arambagh) by utilizing basic irregular examining
strategy. In the following phase of the examining, two blocks, specifically, Jangipara and Chanditala have
been chosen from the sub-division sreerampore out of four blocks. Essentially, two blocks, specifically,
Haripal and Singur have been chosen from
the development of Chandannagar out of three blocks by utilizing straightforward irregular testing
strategy.
In the third phase of testing, four Gram Panchayats (GPs) has been chosen from each block and complete
sixteen Gram Panchayats (GPs) has been chosen from the Hooghly Region. In the last phase of testing,
five respondents have been considered from every Gram Panchayats i.e., a sum of 80 respondents have
been considered from the Hooghly region by utilizing straightforward irregular examining procedure
(Utilizing arbitrary number table to attract the example this review).
A comparable examining method has been duplicated for other two regions in particular, Howrah and
South 24 parganas.

The following piece of testing the analyst zeroed in on the authoritative customers (institutional
purchasers). Institutional purchasers are the individuals who purchase the item for authoritative purposes.
The analyst at first thought to be four kinds of institutional purchasers,

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specifically, strict establishment, showing foundation, advanced age home and shelter home.
The analyst neglected to incorporate the previously mentioned last three sorts of institutional
purchasers in this study since they detailed that they have quit utilizing a mat. Along these lines, as it
were strict establishments were considered as the institutional purchasers in this exploration study. A
absolute of 40 strict foundations that have a place with Hindu, Muslim and Christian religion were chosen
arbitrarily from the five locale of exploration region for gathering the data relating to the purchasing
conduct concerning the item mat.

Improvement of Overview Instrument

Assortment of information is extremely critical undertaking in the exploration. This study is to a great
extent founded on essential information which have been gathered through an organized undisguised poll.
The survey comprises of seven segments. The principal segment manages the individual also, Geo-
segment factors of the respondents. The scientist requested the respondents' very own data like name and
furthermore asked Geo-segment data like name of area, sub-division, block and the name of the gram
Panchayat, relationship with the family head.

In the subsequent area, specialist asked to the respondents with respect to segment data like orientation,
family size, material status, economic wellbeing, religion, schooling, pay and occupation.
The third segment of the review instrument manages the data connecting with mat and utilizing examples
of the mat. Respondents have been approached to specify the current status of utilizing a mat. A
dichotomous inquiry has outlined utilizing Yes or No other options. Further, respondents were
approached to specify the complete number of mats they have been having in their home and to
determine the sorts of the mats alongside numbers. To get more data, the specialist likewise got some
information about the utilizing design, the sum spent on a single unit of mat, buy cycle, reasonable spot
for buying mat and so on.
In the fourth segment, respondents have been approached to rank the different sorts of mat as indicated by
their inclination. For this reason the specialist outlined a positioning inquiry, consolidating five sorts of
mats (5 is being viewed as generally liked and 1 as least liked).
In the fifth area, respondents have been approached to show their convictions towards item
mat. In this part scientist has outlined two inquiries to know the significant faith in purchasing choice
cycle. In the primary inquiry, five credits connecting with the conviction have been incorporated and
respondents were approached to rank these characteristics as per the significance in purchasing choice
cycle. In the subsequent inquiry, a five point ordinal scale
has been utilized to enroll the significance of four credits of confidence with respect to the dynamic cycle
(5 is being thought of as generally significant and 1 as not the least bit significant).

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6th area consolidates inquiries of inspiration. The analyst has outlined three inquiries to recognize the
significance of persuasive issues in the navigation process. The principal question zeroed in on the
primary data source(s) in regards to item.
The subsequent inquiry manages the significant persuasive traits as far as utility of the item. Respondents
have been approached to rank as per their level of significance. What's more, third inquiry manages the
four credits that effect on purchasing choice of mat as persuasive information. A five point ordinal scale
much the same as Likert has been used to enlist their inspirational information (5 is being considered as
most significant and 1 is being thought of as not by any stretch of the imagination significant).
Segment Seven of the overview instrument integrates with the perspectives towards mat. To
measure demeanor towards item mat the scientist has requested that respondents register their perspective
concerning fourteen ascribes (e.g., how significant cost, quality, plan, sturdiness, etc is to you when you
picked a mat). A five point ordinal scale much the same as Likert scale has been utilized to enlist their
reference (5 is Emphatically Concur also, 1 is Firmly Conflict).
The scientist has fostered one more arrangement of instrument for gathering data from the institutional
purchasers of item mat. All segments have been imitated for institutional purchasers for certain minor
changes.

Table – RM-3.5.1: showing the summary of items in the survey instrument

Section Measurement No. of Items

Items

1. Personal, Geo-demographic 6 • Name of District

information • Name of Sub-division,
• Block,
• Gram Panchayat
• Name of Respondent
• Relationship with Household head
2. Demographic Information 10 • Gender of the respondent
• Age of the respondent
• Marital Status
• Religion
• Social Status
• Household Size
• House type
• No. Of School going Children
• Educational Qualification
• Occupation
• Income

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3 Uses of mat information
8 • Do you use a mat?
• How many mat(s) do you have in yourhome?
• When do you generally use?
• Is mat essential?
• How much amount do you spend for asingle
unit of mat?
• Which is the suitable place of purchase?Etc.

4. Product preference information 1 • Ranking with respect to available

products.

5. Beliefs towards productmat 2 • Ranking related to important attribute(s) that

leads to buying decision.
• How important is each attribute to you with
reference to the buying decision of the mat?
✓ Economy
✓ Healthiness
✓ Safety
✓ Eco-friendly

6. Motivation towards product mat 3 • Which is the important source of information for
your motivationregarding buying decision of
product

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 mat?
✓ Personal
✓ Commercial
✓ Public local head
✓ Expert opinion
✓ Vendors’ WOM

• Ranking of important motivational attributes that

are consider by the consumer in the decision
making process.
• How important is each attribute to youin case
of buying decision of the mat?
✓ Social value
✓ Religious value
✓ Tradition
✓ Origin of mat.

7. Attitudes towards product 1 • How important is the followingattributes effect

on buying decision of the mat?
mat
✓ Price
✓ Quality
✓ Durability
✓ Design
✓ etc.

The reliability of the questionnaire of individual households and institutional buyers was checked
and the tabular presentation below reflects it.

Table: RM-3.5.2 showing the reliability statistics of individual households’ questionnaire

Table: RM-3.5.2
Reliability Statistics

Cronbach'sAlpha N of Items

0.628 31

Table RM-3.5.2 addresses the dependability measurements of individual families. One sees that
cronbach's alpha is 0.628 i.e., the test is solid practically 63%. The scientist has thought about all
factors connecting with the purchasing choice cycle and has not thought about the Individual, Geo-
segment and Segment data for this work out. Any survey having a score of 0.5 or above is viewed as

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solid. Subsequently, this particular survey could be viewed as dependable for catching information. A
comparable test was likewise considered for poll coordinated at institutional purchaser. The outcome is
displayed in the table beneath

Table: RM-3.5.3 showing the reliability statistics of institutional buyer questionnaire

Table: RM-3.5.3

Reliability Statistics

Cronbach's N of Items
Alpha
0.690 31

Table RM-3.5.3 addresses the dependability measurements concerning the survey for institutional
purchasers. From the table one sees that cronbach's alpha is 0.690 i.e., test is 69% solid.
The survey as an instrument at long last tried on two boundaries, dependability and legitimacy. The
specialist has played out the unwavering quality test for shoppers' and institutional purchaser and the
result of the dependability test utilizing cronbach's alpha has been expressed in the above passage. The
legitimacy of the poll was guaranteed by first control the survey to a more modest example which is
alluded as a pilot study. Subsequently, every inquiry had their aspect or qualities or variables added or
diminished in view of the criticism of the respondents in the pilot study.

Conversion of Information into Data

Information gathered through the instrument don't naturally get changed over into data. They should be
first catch in a legitimate organization and afterward changed into data. The analyst for this situation
utilized SPSS-22 programming and catches the information from the poll in the organization. The
information previously caught into the variable arrangement. Naturally, in the information view the
information was simply moved. Consequently, making it viable for examination utilizing the expressed
programming. The examination was finished in two stages, one was enlightening and the other was
inferential. This is the structure. At initial a miniature level examination was led which consolidated
information of five locale.
Likewise a straightforward enlightening investigation was finished through tables having alpha coding
of 'Promotion' (An addressing Total and D addressing Illustrative). On culmination inferential

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 examination was finished and the alpha coding of the tables were 'man-made intelligence' (An
addressing Total and I addressing Inferential).

The inferential part has been broken into four phases.

Stage-1 alluded to positioning of the regular fiber mat vis-sa-vis manufactured fiber mat, cotton mat,
jute mat and elastic mat utilizing Thrustone-v scale, since ordinal information must be switched over
completely to cardinal information in a span scale.
In stage-2, bunching was done in view of the attitudinal qualities.

In stage-3 the conviction (as shown being referred to no. 14 and 15) and persuasive properties (as
shown being referred to no. 17 and 18) were rank utilizing Thrustone case-v. Once more, since
attitudinal variables were numerous one utilized factor examination to diminish them and followed
those factors that were significant.
Stage-4 of the inferential investigation one attempted to figure out the relationship of the bunching with
segment factors utilizing non-parametric trial of Chi-Square. The specialist further needed to test the
relationship between the segment factors and conviction and afterward conviction with inspiration lastly
inspiration with disposition.
The specialist repeated this full scale investigation, pathway additionally for miniature level
information, i.e., for five areas. The coding of the table being comparative in those cases too, aside from
having two more alpha added to the coding addressing the locale. For example, Weapon of mass
destruction addresses Elucidating of West Midnapore and WMI address inferential measurements of
West Midnapore region.

Summary of Research Methodology

The outcome of the whole study has been drawn in a schematic diagram developed by the
researcher in tune with his own empirical work in figure RM-3.7.1.
Method Field Interview and or Inference
Systematic recorded interaction 394 normal household and 40 institutional buyer interactions. The target
groups in the sample units were individual household and institutional
buyer. The institutional buyer consists of religious institution, teaching
institution, old age home and orphanage home. (In this case, usable
customer and institutional buyer of mat).

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Breadth of interaction Three districts of West Bengal were covered. Multi- stage sampling design
was adopted. At first, districts were broken into four stages. In stage-1, two
sub- divisions were selected from each district followed by two blocks
were selected from each sub-division followed by four gram Panchayats
were selected from each block and finally, five respondents were selected
from each gram Panchayat. The sample sizeof each district was eighty in
the case of theindividual household survey. Forty religious institutions
were selected randomly from five
districts.
Primary insights gained The data capture dealt on the Personal, Geo- demographic, Demographic
non-demographic and psychographic variables.

Personal variables were considered, name,relationship with the head of

the household.

Geo-demographic variables considered were, Sub- division, block and

Gram Panchayet (GP).

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Conversion of data
intoinformation
Figure: RM-3.7.1 Summary of the Research Methodology
Demographic variables considered were, Gender, Marital Status,
Religion, Social Status, Household Size, House type, No. Of School
going Children, Educational Qualification, Occupation, Income.
Non-demographic variables considered were
purchase cycle, purchase size, amount spent, preferable place of
purchase and purchase intention.
SPSS -22 was the software for recording the data and analysing. Data
was analysed into two stages at two levels. The analysis stages were
descriptive and inferential and the level of analysis was macro
and micro.
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 CHAPTER - 4

DATA PRESENTATIONAND ANALYSIS

AD -4.1 Aggregated Descriptive

The reason for the examination is to concentrate on the effect of mental elements, in particular,
conviction, inspiration and disposition on purchasing of item mat in five areas of West Bengal zeroing
in on parts of shopper conduct. The amassed investigation mirrors the joined information of the five
locale and separated into two, clear and inferential. The analyst depicts the clear concerning segment
factors like orientation, age, instructive capability, occupation, pay of the respondents.

Table AD-4.1.1 represents gender of the respondents of this study.

Table: AD-4.1.1
Gender of the respondents

Gender No of the % of the

respondents respondents
Male 336 84%
Female 64 16%
Total 400 100.0%

The figurative representation of the table is given below-

Figure: AD-4.1.1

From the table AD-4.1.1 and the figure AD-4.1.1, one observes that modal class of therespondents are
male (84%), followed by the female (16%) in this study. The table AD- 4.1.1 and figure AD-4.1.1
represent the total number of respondents who has taken a part of this study.

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Table AD-4.1.2 represents the actual number of respondents who have been using mat(s) and their
preference of the product mat according to the gender. Of the 336 male respondents 334 respondents
had at least one or more mat in their normal household and out of 64 female respondents’ 60
respondents used a mat in their home.

Table: AD-4.1.2
Gender wise Preference of Mats

The figurative representation of the table gender wise preference of the product mats are
depicted below-

Figure: AD-4.1.2

Figure AD-4.1.2 reflects 1st preference of the male respondents with respect to various products of
mat. From the figure AD-4.1.2 one observes that 82% respondents preferred natural fiber mat as 1st
preference, followed by 14% respondents who preferred synthetic fiber mat as 1st preference.
Further, 2% respondents preferred cotton mat as their 1st preference for a normal household.

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The researcher also observed that one respondent (0.2%) preferred rubber mat as 1st preference. Thus,
the modal class here refers to ‘Natural fiber mat as the 1st preference.

Figure: AD- 4.1.3

Figure AD-4.1.3 reflects the 1st preference of female respondents towards various products of
mat and one observes that 83% respondents preferred natural fiber mat as 1stpreference, followed
by 14% respondents who preferred synthetic fiber mat as 1 st preference. It was also observed
that no one preferred rubber mat as 1st preference.

Figure: AD-4.1.4

Figure AD-4.1.4 reflects 2nd preference of male respondents in terms of different product of mats.
From the figure AD-4.1.4 the researcher observes that 37% male preferred cotton mat as their 2nd
preference, followed by 32% respondents who preferred synthetic fiber mat. The researcher also
observes that 14% respondents preferred natural fiber mat as 2nd preference, followed by 13%
respondents who preferred jute mat as 2nd preference. The modal class for 2nd preference in case of
male respondents belongs to cotton mat.

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Figure: AD-4.1.5

Figure AD-4.1.5 represents 2nd preference of female respondents with respect to product mat. One
observes that 38% respondents preferred cotton mat as 2nd preference, followed by 23% respondents
who preferred synthetic fiber mat as 2nd preference. One also observes that equal no. of respondents
(17%) preferred natural fiber and jute mat as 2nd preference. The modal class for second preference
in case of female respondents is cotton mat, in tune with their male counterpart.

Figure: AD-4.1.6

From the figure AD-4.1.6 one observes that 30% male respondents preferred synthetic fiber mat as
3rd preference followed by 27% respondents who preferred cotton mat, followed by 26% respondents
who preferred jute mat respectively. The researcher also observes that 14% male respondents
preferred rubber mat as 3rd preference, followed by 3% male respondents who preferred natural
fiber mat as 2nd preference. The modal class for third preference belongs to the synthetic fiber mat.

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Figure: AD-4.1.7

Similarly, from figure AD-4.1.7 one observes that 38% female respondents preferred synthetic fiber
mat as 3rd preference followed by 30% respondents who preferred jute mat, followed by 25%
respondents who preferred cotton mat respectively. One also observes that none have preferred
natural fiber mat as 3rd preference. The modal class for third preference belongs to the synthetic fiber
mat.

Figure: AD-4.1.8

Figure AD-4.1.8 represent the 4th preference of the male respondents with respect to product mat.
From the figure AD-4.1.8 one observes that 30.5% male respondents preferred jute mat as their 4th
preference, followed by 28% respondents who preferred cotton mat and 24% respondents who
preferred rubber mat as 4th preference. One was also observed that 0.5% respondents preferred
natural fiber mat as 4th preference. The modal class for fourth preference belongs to jute mat.

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Figure: AD-4.1.9

Similarly, from the figure AD-4.1.9 one observes that 35% female respondents preferred jute mat as
4th preference, followed by 30% respondents who preferred cotton mat and 25% respondents who
preferred rubber mat as 4th preference. Thus, modal class for 4th preference belongs to jute mat.

Figure: AD-4.1.10

Figure AD-4.1.10 reflects 5th preference of the male respondents. From the figure one observes that
57% respondents preferred rubber mat as 5th preference, followed by 29% respondents who preferred
jute mat as 5th preference, followed by 7% respondents who preferred synthetic fiber mat as 5th
preference. One also observes that 0.5% respondents preferred natural fiber mat as 5th preference.
The modal class for the fifth preference belongs to rubber mat.

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Figure: AD-4.1.11

Similarly, figure AD-4.1.11 reflects 5th preference of the female respondents. From the figure AD-
4.1.11 one observes that 61% respondents preferred rubber mat as 5th preference, followed by 17%
respondents who preferred jute mat as 5th preference, followed by 15% respondents who preferred
synthetic fiber mat as 5th preference. Thus, modal class for fifth preference belongs to rubber mat.

The age profile of the mat usable respondents is depicted in the table AD-4.1.3.

Table: AD-4.1.3

Age profile of the respondents

Age Group No. of % of the

Respondents Respondents
Upto 20 years 23 5.8
21 years-30 years 41 10.4
31 years-40 years 41 10.4
41 years- 50 years 141 35.7
Above 50 years 149 37.7
Total 394 100.0

The figurative representation of the table is given below-

Figure: AD-4.1.12

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As regards present study, age profile of the respondent has been divided into five groups, viz. Upto
20 years, 21-30 years, 31-40 years, 41-50 years and above 50 years. The age profile of the
respondents is represented in table AD-4.1.3 and in figure AD-4.1.12. From the above table and
figure, one observes that 37.7% respondents belonged to the age group of above 50 years, followed
by 35.7% respondents that belong to the age group of 41 – 50 years. It is also observed that same
percentage (10.4) of respondents belong to the age group of 31-40 years and 21-30 years. And 5.8%
respondents belong to the age group of Upto 20 years. The modal class of users belongs to the
demographic age group ‘ Above 50 years’.

Educational Qualification of mat usable respondents is depicted in the table AD-4.1.4

Table: AD-4.1.4
Educational qualification of the respondents

Educational Qualification No. of Percentage of

Respondents Respondents
Illiterate 18 4.6
Middle School 186 47.2
High School 89 22.6
College 64 16.2
University 31 7.9
Others 6 1.5
Total 394 100.0

The figurative representation of the table is shown below-

Figure: AD-4.1.13

In the above figure, most noteworthy instructive capability of the top of the ordinary family has been
portrayed. Instructive capability of the top of the ordinary family has been partitioned into six
classifications. Unskilled means the families unequipped for perusing and composing neighborhood
language, center school implies instruction up to auxiliary level i.e., Madhyamik, secondary school
implies + 2 level, i.e., higher optional, school implies all alumni, college implies non proficient post

Page 81 of 244
graduates and others implies proficient PG or potentially any professional preparation, and so on. Since
the current review has zeroed in on the provincial and semi-metropolitan regions (according to testing
process) the majority of the respondents (47.2%) have center school scholastic capability i.e., up to
optional level, which is trailed by capability upto secondary school. It is likewise seen that 16.2%
respondents have a higher education and 7.9% respondents have college degree as scholastic
capabilities. Aside from this, 1.5% respondents have other instructive capability i.e., professional
preparation, proficient degree, and so on and 4.6% respondents have no scholarly capability. The
modular class of instructive capability of the respondents who utilize mat is 'Center School'.

Occupation of the respondents is represented in table AD-4.1.5.

Table: AD-4.1.5
Occupation of the respondents
Occupations No. of Respondents Percentage of Respondents

Agriculture 108 27.4

Agri. Labour 44 11.2
Service 89 22.6
Business 143 36.3
Others 10 2.5
Total 394 100.0

The figurative representation of table is given below-

Figure: AD-4.1.14

Table Promotion 4.1.5 and figure Promotion 4.1.14 addresses control of the respondents. Occupations of the
respondents have been partitioned into five classifications viz. farming, horticultural worker, administration,
business and others. Occupation farming means the respondents are engaged with horticultural exercises in
their own property where as a rural worker demonstrates that the respondents are associated with agrarian
exercises in others' territory i.e., they are landless. By occupation 'administration' one method the taxpayer
driven organization only.The private or corporate administrations are treated under other classification.
Occupation business implies respondents are engaged with various types of business exercises. Of the 394

Page 82 of 244
respondents, 36.3% respondents were engaged with business action followed by horticulture (27.4%) as the
control of the respondents. It was additionally seen that 22.4% respondents were engaged with
administrations followed by horticultural worker (11.2%) as the control of the respondents. What's more, 3%
respondents have a place with other word related class.

Table AD-4.1.6 represent the income level of the respondents.

Table: AD-4.1.6
Income level of the respondents

Income level No of respondents % of Respondents

Upto Rs.5000 38 9.6
Rs.5001-Rs.10000 116 29.4
Rs.10001-Rs.15000 120 30.5
Rs.15001-Rs.20000 58 14.7
Above Rs.20000 62 15.8
Total 394 100.0

Page 83 of 244
 Figurative representation of the table is shown below-

Figure: AD-4.1.15

Table Promotion 4.1.6 and figure Advertisement 4.1.15 addresses the degree of pay of the respondents.
The respondents were gotten some information about the family pay each month. The thought was to
distinguish the buying influence since cash is a central point which purchasers were viewed as delicate
about while looking for customers semi-durables like item mat. Keeping the control of the respondents
and locale of the concentrate as a top priority, pay level of the respondents has been classified into five
levels viz., pay up to Rs.5000 group1, pay between Rs.5001-Rs.10000 group2, pay between Rs.10001-
Rs.15000 group3, pay between Rs.15001-Rs.20000 group4 and pay over 20000 group5. From the
above table and figure one sees that close to 33% respondents has a place with pay level between
Rs.10001 - Rs.15000, trailed by pay level of the respondents (29.4%) between Rs.5001-Rs10000. The
scientist likewise sees that 15.8% respondents have a place with the pay level above Rs.20000, trailed
by 14.7% respondents that have a place with the pay level between Rs.15001-Rs20000, trailed by 9.6%
respondents that have a place with the pay level of upto Rs.5000. The modular class of pay level
utilizing a mat among the respondents have a place with the pay level class Rs. 10001 to Rs. 15000.

Table AD-4.1.7 represent the number of mat(s) in possession of normal household.

Table: AD-4.1.7
Number of mat(s) in possession of normal household

Number of Mat(s) No. of Respondents % of Respondents

One 6 1.5
Two 60 15.2
Three 93 23.6
Four 110 27.9
Five and above 125 31.8
Total 394 100.0

Page 84 of 244
 Figurative representation of the above table is shown below-

Figure: AD-4.1.16

The respondents i.e., normal household were asked about the number of mat(s) that they had for their
household purposes. From the table AD-4.1.7 and figure AD-4.1.16 one observes that nearly one-third
respondents have five and more mats in their home, followed by 27.9% respondents with four mats
in the home. It was also observed that 23.6% respondents had three mats followed by 15.2% of
respondents with two mats in their home. Of the 394 respondents 6 respondents (1.5%) had a single
mat in their home. The modal class of mats in possession of the respondents is ‘five and above’.

Page 85 of 244
 Table AD-4.1.8 represents the purchase cycle of product with special reference to product mat.

Table: AD-4.1.8
Purchase cycle of product with special reference to product mat

Purchase Cycle of Mat No. of % of Respondents

Respondents
Less than 1 year 44 11.2
1-2 years 159 40.4
2 - 3 years 128 32.3
3 - 4 years 49 12.5
More than 4 years 14 3.6
Total 394 100.0

Figurative representation of the above table is shown below-

Figure: AD-4.1.17

Table AD-4.1.8 and figure AD-4.1.17 represents the purchase cycle of product mat. From the above table
and figure one observes that 40.4% respondents purchased product mat during 1-2 years, followed by 32.3%
respondents who purchased within 2-3 years of previous purchase. It was also observed that 12.5%
respondents had purchase cycle of 3- 4 years, followed by 3.6% respondents with more than 4 years as
purchase cycle of product mat. And 11.2% respondents purchased product mat before one year of the
previous purchase made. The modal class of purchase cycle in case of product mat was in the range of
‘1-2 years’, i.e., every one or two year a mat is bought by the respondents.

Page 86 of 244
 Table AD-4.1.9 represent amount spent for buying mat

Table: AD-4.1.9
Amount spent for buying mat

Amount Spent No. of Respondents Percentage of respondents

Upto Rs.300 24 6.0
Rs.301-Rs.600 121 30.7
Rs.601-Rs.900 160 40.6
Rs.901 – Rs.1200 75 19.2
Above Rs.1200 14 3.5
Total 394 100.0

Figurative representation of the above table is shown below-

Figure: AD-4.1.18

The respondents were gotten some information about the sum spent for the motivations behind purchasing
mats. The fundamental point was to recognize the buying power as well as the awareness of the
respondents in regards to estimating of the item mats. As respects to the pilot review and cognizant
investigation of the market in regards to the cost of mat, scientist has created five scopes of cost for single
unit mat. The principal scope of single unit of mat is upto Rs.300, second reach is Rs. 301-Rs. 600, third
reach is Rs. 601-Rs. 900, fourth territory is Rs. 901 - Rs. 1200 and fifth reach is above Rs.1200
individually.
From the table Promotion 4.1.9 and figure Advertisement 4.1.18 one sees that 40.6% respondents spent a
sum going between Rs.601-Rs.900 for purchasing single unit of mat, trailed by 30.7% respondents who
spent a sum running between Rs.301-Rs.600. The specialist likewise sees that 19.2% respondents who
spent a sum going between Rs.901-Rs.1200, trailed by 6% respondents who spent a sum upto Rs.300 to
purchase a solitary unit of the mat. Furthermore, 3.5% respondents spent above Rs.1200 for purchasing a

Page 87 of 244
solitary unit of the mat. The modular class with respect to cost of mat per unit remains in the reach between
Rs. 601 to Rs. 900.

Table AD-4.1.10 represent a suitable place of purchase, with special reference to product mat.

Table: AD-4.1.10
Place of purchase mat

Place of purchase No. of Respondents Percentage of

respondents
Fair/ Exhibition 20 5.0
Retail Shop 49 12.4
Hawkers 141 35.8
Hatt/ Bazar 183 46.5
Other 1 0.3
Total 394 100.0

Figurative representation of the above table is shown below-

Figure: AD-4.1.19

Spot of procurement is an indispensable issue in regards to the acquisition of mats. Spot of procurement
mirrors the accessibility of items, value scope of item, nature of item, etc. From the table Promotion 4.1.10
and Figure Promotion 4.1.19 one sees that 46.5% respondents bought item from the Hatt/Bazar (where
sellers are transitory in nature or disorderly retailers), trailed by 35.8% respondents who bought from the
Vendor (Merchant). Further, 12.4% respondents bought from Retail shop, trailed by 5% respondents who
bought from Fair/Presentation (unique sort of events). Furthermore, 0.3% respondent bought mat from other
appropriate spot which is straightforwardly from the producer(s). The modular class for buy from a retail
source for the gathering of respondents has a place with 'Hatt/Bazar'.

Table AD-4.1.11 represent major information sources that have been considered by the
respondents to buy mat(s).

Page 88 of 244
Table: AD-4.1.11
Sources of Information

Sources of No. of Percentage of

Information Respondents respondents
Personal 244 61.9
Commercial 5 1.3
Public Local Head 3 0.8
Expert Person 21 5.3
Vendor 121 30.7
Total 394 100.0

Figurative representation of the above table is shown below-

Figure: AD-4.1.20

Page 89 of 244
Table Promotion 4.1.11 and figure Promotion 4.1.20 addresses significant wellsprings of data by and
large gathered by the buyers in regards to an item before buy or potentially dynamic cycle. From the
above table Promotion 4.1.11 and figure one sees that 61.9% respondents thought about private source
(Memory, relatives) as the fundamental wellspring of data in regards to mat, trailed by 30.7%
respondents who relied upon merchants'. It was likewise seen that 5.3% respondents thought about a
specialist individual (Knowledgable) as a data source, trailed by 1.3% respondents who had confidence
in business data. Further, 0.8% respondents considered public nearby head as a data source. The
modular class for wellspring of data is 'individual source' regarding acquisition of mats.
Amassed Inferential Examination
After the clear review, the scientist has done the large scale level examination of five regions together.
Consequence of full scale level examination has been pondered in four phases underneath.

Stage man-made intelligence 4.2.1

In this stage man-made intelligence 4.2.1, the scientist figured out the inclination of purchasers as far as
item mat. The scientist has involved 'Thrustone Scale' as an inclination estimation strategy for
customers with exceptional reference to item mat. In this specific strategy the analyst has followed the
"Law of Near Judgment (LCJ) model", Which was presented by Thrustone. In this model, the scientist
has utilized pair examination way to deal with gather reactions from the respondents. Under these
situation, the analyst requested that the respondents' express their inclination for one mat over different
kinds of mats (i.e., by requesting that they rank the mats).
The n(n-1)/2 sets of inclination were introduced to an enormous number of respondents, the scientist
addresses the section information of every inclination seeing the item mat as liked to different sorts of
mat(s). As made sense of better than information may likewise be gotten from rank information. These
noticed frequencies might be sorted out in the (n x n) square table computer based intelligence
4.2.1.1(shown in annexure). The overall component Aij which shows up in the Kth section and Lth line
means the noticed number of inclination I as made a decision about preferred or more terrible over
inclination j regarding item mat.
Table man-made intelligence 4.2.1.2 (introduced in Annexure), has been built from table artificial
intelligence 4.2.1.1. The components Bij is the noticed extent of inclination that inclination I has picked
over the inclination j. Table simulated intelligence 4.2.1.2 has been utilized to develop table man-made
intelligence 4.2.1.3 (displayed in annexure) which is an essential data table. The components of Zij is
the unit ordinary go astray relating to Bij. The component Zij will be positive for all upsides of Bij over
0.5 and negative for all upsides of Bij under 0.5. Zeros are placed in the askew cells in all tables since
we can normally accept that µi - µj = 0.

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From the table simulated intelligence 4.2.1.3, the analyst sees that P1 is the respondents' first
inclination, i.e., Normal fiber mats are the first inclination of the respondents, trailed by P2 i.e.,
engineered fiber mat which is made out from manufactured as well as plastic, trailed by

P3 which suggests Cotton mats, trailed by P4 which infers jute mats. It was additionally seen that the
mat made from Elastic is least liked. In this way, the inclination of mat is made sense of as
P1>P2>P3>P4>P5 i.e., Regular fiber mat, trailed by Manufactured fiber mat, trailed by Cotton mat,
trailed by Jute mat, trailed by Elastic mat. The inclination of mat in light of Thrustone case V plotted in
the figure man-made intelligence 4.2.1.1 underneath:

Stage IA-4.2.2

Fully intent on characterizing or gathering the respondents as indicated by purchasing way of behaving
the scientist has utilized bunch examination. Bunch investigation is a measurable technique for
parceling an example into homogeneous classes to create a functional grouping. The specialist was
sorted out four bunches of the respondents in light of their purchasing way of behaving. The table man-
made intelligence 4.2.2.1 shows the underlying group community underneath.

Table AI-4.2.2.1
Initial Cluster Centers

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The primary bunch shows the wellbeing cognizant client bunch. The term wellbeing cognizant infers
that the clients principally center around the constitution of item. Aside from this, clients additionally
like eco-accommodating item.
The subsequent bunch centers around the assortment looking for client bunch. Assortment looking for
purchasing conduct alludes to circumstances where there is low customer contribution, however the
shoppers sees massive contrasts between the brand choices before them. In assortment looking for
circumstances, purchasers will generally do a ton of brand or item exchanging. There is no genuine
brand faithfulness. Customers will generally change starting with one item then onto the next item
haphazardly in light of plan, assortment and occasional impacts.

The third group shows shopisticated item. This gathering of purchasers is prepared to forfeit for quality
items and they are less cost delicate. This gathering of purchasers principally centers around item's
essential working exercises, dependability of the item, positive picture agreeableness and so forth are
significant worries to them.
The last, i.e., fourth bunch demonstrates that individuals have a place with the normal client bunch. The
term levelheaded purchaser implies the buyer who acts in a sane manner and pursues normal decisions,
in particular spending their cash shrewdly. Besides, judicious buyers think and go with choice
thoroughly remembering what they need and pursue decisions to expand their prosperity, i.e., measure
how much joy a purchaser gains from a decent or support they decide to put resources into, hence
burning through cash carefully.
Table man-made intelligence 4.2.2.2 addresses the quantity of respondents in a specific bunch.

Page 92 of 244
 Table: AI-4.2.2.2
Number of respondents in a particular cluster

Cluster 1 74
2 106
3 74
4 140
Valid 394

From the table AI-4.2.2.2 one finds that the maximum numbers of respondents belong to the
rational group, followed by variety seeking customer group. Further, one finds that the numbers
of respondents are equal with reference to a health conscious customer group and sophisticated
customer group.

Having traced these four customer groups and their characteristics the researcher tried to find out the
association between clustering and demographic profiles. The association between clustering and
demographic profile has been presented in the table AI-4.2.2.3.

Page 93 of 244
 Table: AI-4.2.2.3

Association between clustering and demographic profiles

Association Df Chi-square Contingency

value Coefficient
Gender * Clustering 3 18.442* .211
Income* Clustering 12 22.718** .233
Occupation* Clustering 12 48.558* .331
* Significant at 1 % level, ** Significant at 5 % level

From the table AI-4.2.2.3 one observes that the demographic variables, namely gender, income and
occupation have positive associations with the clustering. Association test, i.e., Chi-Square between
gender and clustering and occupation and clustering are significant at 1% level of significance and
income and clustering is significant at 5 % level of significance.

Stage IA-4.2.3
The scientist has tended to genuine I of the review. The principal objective of the review is to find out
job of convictions, inspiration and mentalities regarding customer purchasing conduct concerning the
item mat. In this stage, the scientist has utilized Thrustone case V to distinguish the job of convictions
and inspiration in purchaser purchasing conduct. To recognize the significant attitudinal characteristics
that effect on the buyer purchasing choice cycle, the scientist has utilized factor investigation.
Thrustone case V has been utilized to figure out the significance of characteristics by utilizing the plain
strategy. The tables are addressed in the annexure.

The noticed frequencies might be sorted out in the (n x n) square table artificial intelligence 4.2.3.1.1
The overall component Dij which shows up in the Kth section and Lth column means the noticed
number of convictions characteristic I is made a decision about preferred or more regrettable over
quality j regarding purchasing conduct of item mat.

Table artificial intelligence 4.2.3.1.2 addresses the likelihood of matched information and Table
artificial intelligence 4.2.3.1.3 addresses the Z score of the matched information. From the table
artificial intelligence 4.2.3.1.3, the scientist saw that C1 (previous experience) is the main conviction
trait that affected buyer purchasing conduct, trailed by C2 (Parental Idea), trailed by C5 i.e., assessment
from other, trailed by C3 which demonstrates companions' perspective, trailed by C4 which shows

Page 94 of 244
religion. Hence, the succession of conviction is C1 > C2 > C5 > C3 >C4 i.e., previous experience is the
main conviction property, trailed by parental idea, trailed by other assessment, which incorporate
merchants' Assertion of Mouth (WOM), trailed by companions' viewpoint, trailed by religion of the
respondents.
The metaphorical portrayal of the significant conviction credits is displayed beneath

In the following piece of the stage computer based intelligence 4.2.3, the analyst has underscored the
significant inspiration credits that drives customers to buy/consume mat in their homes. The scientist
has utilized Thrustone case V to work out the main credits that pull shoppers towards the mat. The
Thrustone case V has been utilized to figure out the significant inspiration trait that prompts purchasing
mat.

Noticed frequencies might be sorted out in the (n x n) table computer based intelligence 4.2.3.2.1
displayed in annexure. The overall component Mij which shows up in the Kth segment and Lth column
signifies

the noticed number of persuasive trait I was passed judgment on preferred or more regrettable over
characteristic j regarding purchasing conduct of item mat.
Table computer based intelligence 4.2.3.2.2 addresses the likelihood of the pair information of
customers' inspiration and table simulated intelligence 4.2.3.2.3 addresses the Z score of the pair
information (introduced in annexure). From table man-made intelligence 4.2.3.2.3, the specialist saw
that M1 (Dozing) is a most significant persuasive characteristic as far as utilizations that affect
purchaser purchasing conduct, trailed by M3 (instruction for youngsters), trailed by utilizes for different
purposes, trailed by security, trailed by basic living. It was additionally seen by the scientist that the mat
for basic residing is least significant persuasive trait regarding utilizing of mat in ordinary families.
Hence, significant inspirational characteristics can be communicated as M1

Page 95 of 244
> M3 > M5> M2> M4 i.e., Resting on the mat is the main persuasive property, trailed by schooling of
kids, trailed by other (which incorporates utilizing for visitor, design and involving in events and so on),
trailed by security, trailed by basic living.

The figurative representation of important motivational attributes is shown in figure AI- 4.2.3.2.1 below

In the final part of stage 4.2.3, the researcher has tried to find out the attitudinal attributes that lead
to consumption of product mat. The researcher has used factor analysis to identify the important
attitudinal variables.

Table AI-4.2.3.3.1 represents a Bartlett test of Sphericity and the Kaiser-Meyer-Olkin Measure of
Sampling Adequacy (usually called the MSA). The value of the KMO measure of sampling
adequacy (.758) is strong and the factors can explain the variance. The Bartlett’s test of sphericity
indicate the significant relationship among variables.

Page 96 of 244
From the result of table AI-4.2.3.3.1 the researcher now continued and performed factor analysis.

Table AI-4.2.3.3.1
KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .758

Bartlett's Test of Sphericity Approx. Chi-Square 1508.431
df 91
Sig. .000

Table AI- 4.2.3.3.2

Total Variance Explained

Extraction Sums of SquaredLoadings Rotation Sums of SquaredLoadings

Initial Eigenvalues

Compon % of Cumulativ % of Cumulativ % of Cumulativ

e e e
ent Total Variance Total Variance Total Variance
% % %
1 3.678 26.274 26.274 3.678 26.274 26.274 2.503 17.877 17.877
2 1.967 14.048 40.322 1.967 14.048 40.322 2.414 17.245 35.122
3 1.673 11.953 52.275 1.673 11.953 52.275 2.158 15.418 50.539
4 1.083 7.737 60.012 1.083 7.737 60.012 1.326 9.472 60.012
5 .981 7.011 67.022
6 .833 5.953 72.975
7 .682 4.871 77.847
8 .588 4.203 82.050
9 .537 3.837 85.887
10 .505 3.606 89.493
11 .450 3.216 92.709
12 .376 2.689 95.398
13 .349 2.493 97.892
14 .295 2.108 100.000

Extraction Method: Principal Component Analysis.

The specialist has involved the key part strategy as an extraction technique. Table artificial intelligence
4.2.3.3.2 of complete fluctuation made sense of shows significance of every one of the fourteen head
factors. Just the initial four have eigenvalue north of 1 and together these make sense of above 60% of
the absolute changeability in the information. This leads us to the determination that a four component
arrangement will most likely be satisfactory.

The four component arrangement has been addressed in table man-made intelligence 4.2.3.3.2. The
underlying eigenvalue of the main part is 3.678 which demonstrate a normal component. Judicious

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variable incorporates the cost of the item, toughness and nature of the item.
The subsequent part addresses assortment looking for factor with the eigenvalue1.967. The assortment
looking for factor integrates assortment of the item, the openness of the item and plan of the item.
The underlying eigenvalue of the third part is 1.673 and it signifies wellbeing focused factor. Wellbeing
focused factor consolidates the solace capacity of the item, eco-amicability of the item and soundness of
the item.
The last part with the eigenvalue of 1.083 demonstrates the occasional component. The occasional
element integrates occasional impact of the item and seze of the item.
This end is upheld by the scree plot which is quite showing similar information outwardly. Scree plot
has been portrayed in figure computer based intelligence 4.2.3.3.1.

Figure AI-4.2.3.3.1

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Stage AI-4.2.4

The researcher has addressed objective II of the study, which refers to finding out the association
between belief, motivation and attitude. In this circumstance, the researcher used discriminant
analysis to identify belief score, motivation score and attitude score respectively. After that, the
researcher used non- parametric test (Chi-Square test) to find out the association between these three
attributes with reference to the purchase of product mat.

Now, the researcher focused on the association between demographic variables (those already have
positive associations with clustering) and belief. The result of the association between demographic
variables and beliefs is shown below-

Table AI-4.2.4.1

Association between beliefs and demographic variables

Variables df Chi-square Contingency

value Coefficient
Belief * Gender 1 6.592* .128
Belief * Occupation 4 21.393* .227
Belief* Income 4 15.487* .194

* Significant at 1 % level

From the table AI-4.2.4.1 one observes that demographic variables, namely gender, occupation and
income are positively associated with the belief of the respondents with reference to purchase of mat
in West Bengal. All demographic variables are significant at 1 % level of significance.

In the next part of the stage-4, researcher tested the association between belief and motivation (belief
has a positive association with demographic variables). Table AI- 4.2.4.2 represents the association
test (Chi-Square) between belief and motivation.

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 Table AI-4.2.4.2
Association between belief and motivation
Variables df Chi-square value Contingency
Coefficient

Beliefs * Motivation 1 28.913* 0.261

* Significance at 1 % level

From the table AI-4.2.4.2 one observes that belief and motivation have a positive association and
significant at 1 % level of significance.

In the final part of the stage-4.2.4, the researcher tested the association between motivation and
attitude (motivation is positively associated with belief). Association test is shown in table AI- 4.2
4.3.

Table AI-4.2.4.3

Association between motivation and attitude.

Variables df Chi-squarevalue Contingency

Coefficient

Motivation* Attitude 1 28.139* 0.258

* Significance at 1 % level

From the table AI- 4.2.4.3 one observes that association between motivation and attitudeis positive
and significant at 1% level of significance.

Page 100 of 244

 Analysis of Religious Institutions

This section introduces the impact of psychological factors on institutional buying behaviour. The
analysis part divided into two, descriptive and inferential which are similar to the aggregate
consumer behavioral analysis. The researcher portrays the descriptive study in reference to type of
the institution, infrastructure, income (donation), sources of fund, amount spent per purchase cycle
of the institutional buyer.

Table RD- 4.1.1

Type of religious institutions

Type No. of % of Institution

Institutions
Hindu 13 32.5%
Muslim 25 62.5%
Christian 2 5%
Total 40 100

Figurative representation of the above table is shown below-

Figure RD- 4.1.1

From the table RD-4.1.1 and figure RD-4.1.1 one observes that 62.5% religious institutions were
Muslim, followed by 32.5% Hindu religious institutions and 5% were Christian religious institutions
where mats were used for various purposes. The modal class of the mat using religious institution
is ‘Muslim’.

Page 101 of 244

Table RD 4.1.2

Infrastructure of religious institutions

Infrastructure No. of religious % of religious

institution institution
Pucca 33 82.5%
Semi-pucca 07 17.5%
Kuccha 00 0
Total 40 100

Figurative representation of the above table is shown below-

Figure RD-4.1.2

Table RD-4.1.2 and figure RD-4.1.2 reflects the infrastructure of religious institutions. From the
above table and figure one observes that 82.5% religious institution were Pucca i.e., constructed of
concrete and were well decorated and 17.5% religious institutions were semi-pucca i.e., neither
fully concrete construction nor full kuccha along the entire area of the religious institutions. The
modal class of infrastructure of religious institutions is ‘pucca’.

Page 102 of 244

Table RD-4.1.3
Annual income of the religious institutions

Income level No. of religious % of religious

institution institution
Upto Rs. 100000 5 12.5 %
Rs.100001-Rs.200000 10 25%
Rs.200001-Rs.300000 6 15%
Rs.300001-Rs.400000 8 20%
Above 400000 11 27.5%
Total 40 100

Figurative representation of the above table is shown below-

Figure RD-4.1.3

Table RD-4.1.3 and figure RD- 4.1.3 represents the annual income of the religious institutions. From
the above table and figure one observes that 27.5% religious institutions belong to an annual
income level of above Rs. 4,00,000, followed by 25% religious institutions that belong to an annual
income level of Rs. 1,00,001 to Rs. 2,00,000, followed by 20% religious institutions that belong to
an annual income level of Rs. 3,00,001 to Rs. 4,00,000, followed by 15% religious institutions that
belong to an annual income level of Rs.2,00,001 to 3,00,000, followed by 12.5% religious
institutions that belong to an annual income level of upto Rs.1,00,000. The modal class of annual
income level of religious institutions is ‘above Rs. 4,00,000.

Page 103 of 244

Table RD-4.1.4
Main sources of fund of religious institutions
Sources No. of religious % of religious institution
institution
Membership fee 0 0
Donation from locality 20 50%
Donation from outside 14 35%
Assets of institution 6 15%
Government 0 0
Total 40 100

Figurative representation of the above table is shown below-

Figure RD-4.1.4

From the table RD-4.1.4 and figure RD-4.1.4 one observes that half of the religious institutions
collected the fund from the locality donation, followed by 35% religious institutions that collected
funds from the outside and 15% religious institutions considered assets of the institution as main
source of the fund. None of the religious institutions considered membership fee and donation from
the Government as the main source. The modal class of the main source of religious institutions
funds is ‘donation from locality’.

Page 104 of 244

Table RD- 4.1.5

Size (number) of mats purchase in religious institutions

Size of purchase No. of religious % of religious

institution institution
Upto 10 units 7 17.5%
11units -20 units 14 35%
21 units - 30 units 5 12.5%
31 units-40 units 5 12.5%
Above 40 units 9 22.5%
Total 40 100

Figurative representation of the above table is shown below-

Figure RD-4.1.5

Table RD-4.1.5 and figure 4.1.5 represent the size of purchase of religious institutions. From the
above table and figure one observes that 35% religious institution purchase 11 units to 20 units on a
single purchase, followed by 22.5% religious institution that purchase above 40 units at a time,
followed by 17.5% religious institutions that purchase upto 10 units at a single purchase, followed
by equal number religious institutions purchase that 21 units to 30 units and 31 units to 40 units.
The modal class of size of purchase of religious institution at a single purchase is ‘11 units to 20
units’.

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Table RD-4.1.6
Purchase cycle of religious institution
Purchase cycle No. of religious % of religious
institution institution
Less than 1 year 12.5%
5
1 -2 years 16 40%
2-3 years 9 22.5%
3-4 years 6 15%
More than 4 years 10%
4
Total 40 100

Figurative representation of the above table is shown below-

Figure-RD-4.1.6

From the above table RD-4.1.6 and figure RD-4.1.6 one observes that 40% religious institutions
purchased product mat during 1 year to 2 years of the previous purchase, followed by 22.5% religious
institutions that purchased mat during 2 years to 3 years of the previous year purchase, followed by
15% religious institutions that purchased mat during 3 years to 4 years, followed by 12.5% religious
institutions that purchased mat less than 1 year. It was also observed that 10% religious institutions
purchased mat more than 4 years after previous purchase. The modal class of purchase cycle of
religious institutions is ‘ 1 year to 2 years’ of previous purchase.

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Table RD-4.1.7
Amount spent to buy mats in religious institutions
Amount Spent No. of religious % of religious
institution institution
Upto Rs. 500 5 12.5%

Rs.501- Rs.1000 9 22.5%

Rs.1001- Rs.1500 16 40%

Rs.1501- Rs.2000 8 20%

More than Rs. 2000 2 5%

Total 40 100

Figurative representation of the above table is shown below-

Figure-4.1.7

Table RD-4.1.7 and figure RD-4.1.7 represents the amount spent for a single unit of the mat by the
religious institutions. In case of the religious institution cost of a single unit of mat is higher than
normal household because of the size of mat. From the above table and figure one observes that
40% religious institutions spent an amount ranging between Rs.1001 to Rs. 1500 for purchasing
single units of mat, followed by 22.5% religious institutions that spent an amount ranging between
Rs.501 to Rs.1000 for purchasing a single unit of mat. It was also observed that 20% religious
institutions that spent an amount ranging between Rs.1501 to Rs.2000 for buying single units of
mat, followed by

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12.5% religious institutions that spent an amount of upto Rs.500 for buying single units of mat,
followed by 5% religious institutions that spent an amount of more than Rs.2000 for buying single
units of the mat. The modal class of the amount spent for a single unit of mat is ‘ Rs.1001 to
Rs.1500’ in case of religious institutions.

Table RD -4.1.8
Purchase type of mat for religious institutions
Purchase No. of religious % of religious
type institution institution
Commodity 10 25%
Speciality 16 40%
Both 14 35%
Total 40 100

Figurative representation of the above table is shown below-

Figure RD-4.1.8

From the table RD-4.1.8 and figure RD-4.1.8 one sees that 40% strict foundations bought and involved
mat in strict establishments as expert item, i.e., an item popular for such strict exercises, trailed by 35%
strict organizations bought and involved mat as both i.e., product as well as speciality according to the
strict exercises, trailed by 25% strict establishments that bought and involved mat as ware i.e., nothing
is extraordinary about involving mat in the strict establishments. The modular class by utilizing kind of
mat is 'forte'.
After the clear review, the scientist has done inferential measurements of strict foundations.
Consequence of inferential examination has been thought in four phases underneath.

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Stage: RI-4.2.1

In the stage RI-4.2.1, the analyst has attempted to figure out the inclination of institutional purchasers as
far as item mat. The scientist has involved 'Thrustone Scale' as an inclination estimation technique for
purchasers with extraordinary reference to item mat. In this specific strategy the specialist has followed
the "Law of Near Judgment (LCJ) model", presented by Thrustone. In this strategy, the scientist has
utilized pair examination way to deal with gather reactions from the respondents. Under these situation,
the specialist requested that the institutional purchasers express their inclination for one mat over
different kinds of mats (i.e., by requesting that they rank the mats).
The n(n-1)/2 sets of inclination were introduced to an enormous number of respondents as far as
institutional purchasers, the scientist addresses the segment information of every inclination seeing the
item mat as liked to different sorts of mat(s). As made sense of better than information may likewise be
gotten from rank information. These noticed frequencies might be sorted out in the (n x n) square table
RI-4.2.1.1( introduced in annexure). The overall component Aij which shows up in the Kth section and
Lth line signifies the noticed number of inclination I was passed judgment on preferred or more
regrettable over inclination j regarding item mat.
Table RI-4.2.1.2 (displayed in annexure) addresses the likelihood of matched information. The
components Bij is the noticed extent of inclination that inclination I was picked over the inclination j.
Table RI 1.2 used to develop tables RI-4.2.1.3 (displayed in annexure) addresses the Z worth of
matched information. The components of Zij is the unit typical go amiss comparing to Bij. The
component Zij will be positive for all upsides of Bij over 0.5 and negative for all upsides of Bij under
0.5. Zeros are placed in the slanting cells in all tables since we can usually accept that µi - µj = 0.
From the table RI-4.2.1.3, scientist sees that P3 is the first inclination of strict establishments, i.e.,
Cotton mats are the first inclination of the strict organizations, trailed by P2 which infers Engineered
fiber mats, trailed by P1 mat which is made out from normal fiber, trailed by P4 which implies jute
mats. It is additionally seen that the mat which is made out from elastic is least inclination (P5) of strict
establishments. In this way, the inclination of mat of strict establishments can be communicated as
P3>P2>P1>P4>P5 i.e., Cotton mat, trailed by Engineered fiber mat, trailed by Normal fiber mat, trailed
by Jute mat, trailed by Elastic mat.

The inclination of mat in light of Thrustone case V is plotted in the figure RI-4.2.1.1 beneath:

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 Figure: RI-4.2.1.1 Preference of mat based on Thrustone case V

Stage: RI-4.2.2

In the stage RI-4.2.2, the researcher has figured out two clusters of the institutional buyer based on
attitudinal variables. The table RI-4.2.2.1 shows the initial cluster centers. In initial cluster center,
two clusters are profound. The first cluster indicates trendy institutional buyer (interested in the
emotional output of the product) and second cluster focuses on the rational institutional buyer (those
concerned with functional factors of the product).

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 Table RI-4.2.2.1

Initial Cluster Centers

The first cluster indicates that the institutional buyers are trendy i.e., this type of institutional buyer
mainly focuse on the emotional part of the product. While they purchase product mat for
institutional activities they focuse on the design of the product, comfort of the product and other
operational activities of the product.

The second cluster focuses on rational institutional buyers. The term rational buyer means one
who acts in a rational way and makes rational choices, namely spending money wisely. Moreover,
rational buyers think and make decision rigorously with regard to what they need and make choices
as to maximize their well-being i.e, measure the amount of pleasure a consumer gains from a good
or service they choose to invest in, thus spending money wisely.

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Table RI-4.2.2.2 represents the number of institutional buyers in a particular cluster.

Table: RI- 4.2.2.2

Number of Cases in each Cluster
Cluster 1 20

2 20
Valid 40

From the table RI-4.2.2.2 one finds that the equal numbers of institutional buyers belong to the
each cluster.

Having traced these two types of institutional buyer and their institutional profile the researcher tried
to find out the association between clustering and institutional profiles such as income (donation),
age of the institution, and infrastructure. The association between clustering and institutional profile
is shown in the table RI-4.2.2.3.

Table RI-4.2.2.3

Association between clustering and institutional profiles

Association df Chi-square Contingency

value Coefficient
Income (Donation) * Clustering 2 8.640** .421
Age* Clustering 1 5.825** .357
Infrastructure*Clustering 1 8.640* .421
* Significant at 1 % level, ** Significant at 5 % level

From the table RI-4.2.2.3 one observes that the institutional profile, namely income (donation), age
and infrastructure have positive association with the clustering. Association test, i.e., Chi-Square
between income (donation) and Clustering, and age of the institution and Clustering are significant
at 5 % level of significance and infrastructure and Clustering is significant at 1 % level of
significance.

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Stage: RI-4.2.3

In the stage 3, the researcher has addressed objective ‘3’ of the study. The third objective of the
study is to examine the role of beliefs, motivations and attitudes with reference to institutional buying
behaviour in case of product mat.

The researcher focused on the role of beliefs of institutional buying behaviour. The researcher has
therefore performed factor analysis to identify the most important variables that leads
organizations’ beliefs. The result has been shown below:

Table RI -4.2.3.1.1
KMO and Bartlett's Test

Table RI-3.1.1 represents KMO measure and Bartlett’s test. The value of the KMO measure of
sample adequacy (.571) is moderate in this case. Bartlett’s test of sphericity indicates the significant
relationship among variables.

Table RI-4.2.3.1.2
Total Variance Explained

Extraction Method: Principal Component Analysis.

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Table RI-4.2.3.1.2 represents the total variance explained and from the above table one observes that
above 66% was extracted by three components. The initial eigenvalue ofthe first component is
2.980 and it belongs to modernization factor that leads organizational belief. The second component
represents decoration and receptions that lead organizational belief with the eigenvalue2.313. The
initial eigenvalue of the third component is 1.347 and denote performance as an organizational belief
factor.

This conclusion is supported by the scree plot which is actually displays the same data visually.
Scree plot has been depicted in figure RI-4.2.3.1.1.

Figure RI-4.2.3.1.1

In the following part of the stage-4.2.3, the specialist centers around the job of inspiration in hierarchical
purchasing conduct. The specialist has done Thrustone case-V to distinguish the significant persuasive
factors that lead to hierarchical purchasing conduct.

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The n(n-1)/2 sets of persuasive traits have been introduced by the institutional purchaser. The specialist
addresses the section information of each persuasive traits with respect to the item mat which was a
higher priority than different sorts of inspirational qualities. As made sense of better than information
may likewise be gotten from rank information. These noticed frequencies might be set up in the (n x n)
square table RI-4.2.3.2.1(shown in annexure). The overall component Aij which shows up in the Kth
segment and Lth column means the noticed number of inclination I was made a decision about preferred
or more terrible over inclination j regarding item mat.
Table RI-4.2.3.2.2 addresses the likelihood of matched information. Table RI-4.2.3.2.2 has been utilized
to build tables RI-3.2.3 which gives Z worth of pair information. The components of Zij is the unit
ordinary go astray relating to Bij. The component Zij will be positive for all upsides of Bij over 0.5 and
negative for all upsides of Bij under 0.5. Zeros are placed in the askew cells in all tables since we can
commonly accept that µi - µj = 0.
From the table RI-4.2.3.2.3, scientist sees that M6 is the first significant persuasive qualities of
institutional purchaser that prompts involving a mat in different institutional exercises, trailed by M2,
trailed by M1, trailed by M3, trailed by M5, trailed by M7, trailed by M4. In this way, the significance
of persuasive properties can be made sense of as M6>M2>M1>M3>M5>M7>M4 i.e., price>
Conveyance time> Quantity> Negotiation> Provider Behaviour> Service> Assurance.
The significant persuasive characteristics of institutional purchasers in light of Thrustone case V are
plotted in the figure RI-4.2.3.2.1 beneath:

Figure RI-4.2.3.2.1 Important Motivational attributes of institutional buyers

In the next part of section-3, the researcher has performed Factor analysis to identify the important
factors that lead to development of attitude of organizational buyer. The result is shown below:

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 Table RI-4.2.3.3.1

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy.

.628
Bartlett's Test of Approx. Chi-Square 223.697
Sphericity df 120
Sig. .000

The above table RI-4.2.3.3.1 represents KMO measure and Bartlett’s test. The value ofthe KMO
measure of sample adequacy is (.628) which is moderate in this case. Bartlett’s test of sphericity
indicates the significant relationship among variables.

Table RI-4.2.3.3.2
Total Variance Explained

Comp Extraction Sums of Squared Rotation Sums of Squared

onent Initial Eigenvalues Loadings Loadings
% of % of % of
Varian Cumula Varian Cumula Varian Cumula
Total ce tive % Total ce tive % Total ce tive %
1 3.757 23.483 23.483 3.757 23.483 23.483 3.224 20.150 20.150
2 2.232 13.951 37.434 2.232 13.951 37.434 2.288 14.302 34.452
3 1.808 11.301 48.736 1.808 11.301 48.736 1.745 10.908 45.360
4 1.620 10.127 58.863 1.620 10.127 58.863 1.732 10.824 56.184
5 1.296 8.102 66.965 1.296 8.102 66.965 1.725 10.781 66.965
6 .986 6.160 73.125
7 .909 5.679 78.804
8 .713 4.459 83.264
9 .663 4.145 87.408
10 .593 3.707 91.115
11 .377 2.357 93.472
12 .264 1.647 95.119
13 .234 1.462 96.581
14 .210 1.311 97.892
15 .185 1.157 99.050
16 .152 .950 100.000

Extraction Method: Principal Component Analysis.

Table RI-4.2.3.3.2 represents the total variance explained. From above table one observes that
almost 67% was extracted by the five components. The eigenvalue of the

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first component is 3.757 and it belongs to functional factors that developed an attitude of institutional
buyers. The second component indicates the sophisticated factor with the eigenvalue 2.232. The
eigenvalue of the third component is 1.808 and it denotes environmental factor. The fourth
component with the eigenvalue of 1.620 indicates rational factor. The last components with
eigenvalue 1.296 denotes operational factor that helps to developed attitude of institutional buyer
regarding use of mat in religious institutions.

This conclusion is supported by the scree plot which displays the same data visually. Scree plot
has been depicted in figure RI-4.2.3.3.1.

Figure RI-4.2.3.3.1

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Stage RI-4.2.4

The researcher has addressed objective ‘4’ of the study, which refers to finding out the association between
belief, motivation and attitude relating to institutions. The researcher has performed discriminant analysis
to get the belief score, motivation score and attitude score. The belief score has been found from the belief
attribute, motivation score has been found from the motivational attributes and attitude score has been
calculated from the attitudinal attributes.

At this stage, the researcher tried to find out the association between belief and institutional profile of the
organizations. The result has been presented below:

Table RI-4.2.4.1.1

Association between belief and institutional profile

Association df Chi-square Contingency Coefficient

value
Income (Donation) * Belief 2 28.444* .645
Age* Belief 1 10.417* .510
Infrastructure*Belief 1 7.388* .395
*Significant at 1% level

The above table RI-4.2.4.1.1 represents an association between demographic profile, namely income
(donation), age of the institution and infrastructure of the institution and belief. From the above table one
observes that all the demographic profiles of institutionshave an association with the beliefs and all the
profiles are significant at 1 % level of significance. Contingency Coefficient measures the level of
association and in this case associations are sound.

In the next part of stage 4, researcher has tried to find out the association among the psychological variables
namely belief, motivation and attitude. Table RI-4.2.4.1.2 represents association between belief and
motivation with reference to institutional buyers.

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 119

Table RI-4.2.4.1.2

Association between belief and motivation

Attributes df Chi-square value Contingency Coefficient

Belief * Motivation 1 25.069* .621

*Significant at 1% level

The above table represents the association between belief and motivation and it is significant at 1% level
of significance. The Contingency Coefficient (.621) indicates that the association between beliefs and
motivation is sound with reference to the purchase of product mat by institutional buyer.

Further, the researcher used association test (Chi-Square) to find the relationship between motivation
and attitude. The result has been presented in table RI-4.2.4.1.3.

Table RI-4.2.4.1.3

Association between motivation and attitude

Attributes df Chi-square value Contingency Coefficient

Motivation * Attitude 1 32.101* .667

*Significant at 1% level

From the table RI- 4.2.4.1.3 one observes that motivation and attitude have an association and it is
significant at the 1 % level of significance. It is also observed that contingency coefficient (0.667) indicates
association is sound between these two variables.
In a nutshell, the researcher can simplify that belief and motivation have an association while purchasing
mat for institutional activities; and motivation and attitude also have a sound relationship with reference
to buying behaviour of product mat.

Micro level Analysis

This section introduces the analysis at micro level. The researcher plans to portray the descriptive study
with reference to demographic variables like gender, age, educational qualification, occupation, income
of the respondents for every district. The sequence of micro level analysis is district Hooghly, followed by
district Howrah and finally the district of South 24 Parganas.

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 120

Analysis on Hooghly District

Hooghly District Descriptive (HOD-4.1)

Table HOD-4.1.1 showing gender of the respondents of Hooghly District.

Gender No. of Respondents % of Respondents

Male 68 87.2

Female 10 12.8
Total 78 100.0

The figurative representation of the table is given below-

Figure HOD-4.1.1

From the table HOD-4.1.1 and the figure HOD-4.1.1, one observes that modal class of the respondents
in this study are male (87.2%) followed by the female (12.8%) . The table HOD-4.1.1 and figure
HOD-4.1.1 represent the number of respondents who have been using a mat in their normal household
activities.

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 121

Table HOD-4.1.2 showing the age profile of the respondents

Age Group No. of % of Respondents

Respondents
Upto 20 years 6 7.7
21 years-30 years 8 10.3
31 years-40 years 11 14.1
41 years-50 years 28 35.9
Above 50 years 25 32.1
Total 78 100.0

The figurative representation of the table is given below-

Figure HOD-4.1.2

The age profile of the respondents is represented in table HOD-4.1.2 and in figure HOD-
4.1.2. From the above table and figure one observes that 35.9% respondents belong to the age group
of 41 years to 50 years, followed by age group of above 50 years. Further, 14.1% respondents belong
to the age group of 31 years- 40 years. It was also observed that 10.3% of respondents belong to the
age group of 21 years to 30 years and 7.7% respondents belong to the age group of upto 20 years.
The modal class of users belongs to the age group of ’41 years to 50 years’.

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 122

Table HOD-4.1.3 showing educational qualification of the respondents

Educational No. of % of Respondents

Qualification Respondents
Illiterate 6 7.7
Middle Class 41 52.6
High School 15 19.2
College 11 14.1
University 4 5.1
Others 1 1.3
Total 78 100.0

The figurative representation of the table is given below-

Figure HOD-4.1.3

From the above table HOD-4.1.3 and figure HOD-4.1.3 one observes that most of the respondents
(52.6%) have middle school academic qualification i.e., up to secondary level, followed by
qualification up to high school(19.2%). It was also observed that 14.1% respondents have a college
degree and 5.1% respondents have a university degree as academic qualifications. Apart from this,
7.7% respondents do not have any academic qualification and 1.3% respondents have other educational
qualification i.e., vocational training, professional degree etc.. The modal class of educational
qualification of the respondents who use mat is ‘Middle School’.

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 123

Table HOD-4.1.4 showing the occupation of the respondents

Occupation No. of Respondents % of Respondents

Agriculture 19 24.4
Agri. Labour 10 12.8
Service 17 21.8
Business 29 37.2
Others 3 3.8
Total 78 100.0

The figurative representation of the table is given below-

Figure HOD-4.1.4

Table HOD-4.1.4 and figure HOD-4.1.4 represents occupation of the respondents. From the above
table and figure one observes that 37.2% respondents were involved in business activity, followed by
(24.4%) respondets who were involved in agricultural activity. It was also observed that 21.8%
respondents were involved in services, followed by agricultural labourer (12.8%) as the occupation of
the respondents. And 3.8% respondents belong to other occupational category.

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 124

Table HOD-4.1.5 showing the income level of the respondents

Level of income No. of Respondents % of Respondents

Up to Rs.5000 12 15.4
Rs.5001-Rs.10000 22 28.2
Rs.10001-Rs.15000 22 28.2
Rs.15001-Rs.20000 14 17.9
Above Rs.20000 8 10.3
Total 78 100.0

The figurative representation of the table is given below-

Figure HOD-4.1.5

From the above table HOD-4.1.5 and figure – HOD-4.1.5 one observes that equal number of
respondents (28.2%) belong to income level between Rs.5001 to Rs10000 and income level of
Rs.10001 to Rs.15000. Further, 17.9% respondents belong to the income level of Rs. 15001 to
Rs.20000. The researcher also observed that 15.4% respondents belong to the income level of upto
Rs.5000, followed by 10.3% respondents who belongs to the income level of above Rs.20000. The
modal class of income level using a mat among the respondents belong to the income level of Rs.5001
to Rs.10000 and Rs. 10001 to Rs. 15000.

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 125

Table HOD-4.1.6 showing the number of mats in possession in a normal household

Number of Mat No. of Respondents % of Respondents

One 1 1.3
Two 10 12.8
Three 19 24.4
Four 22 28.2
Five and above 26 33.3
Total 78 100.0

The figurative representation of the table is given below-

Figure HOD-4.1.6

From the table HOD-4.1.6 and figure HOD-4.1.6 one observes that 33.3% respondents have more than
five mats in their home, followed by 28.2% respondents who had four mats in their home. It was also
observed that 24.4% respondents had three mats followed by 12.8% of respondents who had two mats
in their home and 1.3% respondents were having a single malt in their home. The modal class of mats
in possession of the respondents is ‘five and above’.

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 126

Table HOD-4.1.7 showing the purchase cycle of product mat

Purchase cycle No. of Respondents % of Respondents

Less than 1 year 11 14.1
1-2 years 41 52.6
2-3 years 20 25.6
3-4 years 6 7.7
More than 4 years 0 0
Total 78 100.0

The figurative representation of the table is given below-

Figure HOD-4.1.7

Table HOD-4.1.7 and figure HOD-4.1.7 represents the purchase cycle of product mat. From the above
table and figure one observes that 52.6% respondents purchased product mat during 1 to 2 years,
followed by 25.6% respondents who purchased within 2 to 3 years of previous purchase. It was also
observed that 14.1% respondents had purchase cycle of less than 1 year, followed by 7.7% respondents
with 3 to 4 years as purchase cycle of product mat. And none of the respondents purchased product
mat more than four years after the previous purchase made. The modal class of purchase cycle in case
of product mat was in the range of ‘1 to 2 years, i.e., every one or two years a mat is brought by the
respondents.

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 127

Table HOD-4.1.8 showing Amount spent to buy the mats

Amount Spent No. of % of Respondents

Respondents
Upto Rs.300 8 10.3
Rs.301-Rs.600 27 34.6
Rs.601-Rs.900 31 39.7
Rs.901 – Rs.1200 10 12.8
Above Rs.1200 2 2.6
Total 78 100.0

The figurative representation of the table is given below-

Figure HOD-4.1.8

From the table HOD-4.1.8 and figure HOD-4.1.8 one observes that 39.7% respondents spent an amount
ranging between Rs.601- Rs.900 for buying single units of mat, followed by 34.6% respondents who
spent an amount ranging between Rs.301- Rs. 600. The researcher also observes that 12.8% respondents
spent an amount ranging between Rs.901-Rs.1200, followed by 10.3% respondents who spent upto
Rs.300 to buy single unit of the mat. Only 2.6% respondents spent above Rs.1200 for buying single
units ofthe mat. The modal class in regards to price of mat per unit stands in the range between Rs.
601 to Rs. 900.

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 128

Table HOD- 4.1.9 showing place of purchase mats

Place of purchase No. of Respondents % of Respondents

Fair/ Exhibition 3 3.8
Retail Shop 8 10.3
Hawkers 31 39.7
Hatt/ Bazar 36 46.2
Other 0 0
Total 78 100

The figurative representation of the table is given below-

Figure HOD-4.1.9

From the table HOD-4.1.9 and figure HOD-4.1.9 one observes that 46.2% respondents purchased
product from the Hatt/Bazar (where vendors are temporary in nature or unorganized retailers) followed
by 39.7% respondents purchased from the Hawkers (Street sellers). Further, 10.3%, respondents
purchased from Retail shop and 3.8% respondents purchased from Fair/Exhibition (special kind of
occasions). The modal class for purchase from a retail outlet for the group of respondents belongs to
‘Hatt/Bazar’.

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 129

Table HOD- 4.1.10 showing Sources of information that have been considered by therespondents

Sources of Information No. of Respondents % of Respondents

Personal 50 64.1
Commercial 1 1.3
Public Local Head 1 1.3
Expert Person 5 6.4
Vendor 21 26.9
Total 78 100.0

The figurative representation of the table is given below-

Figure HOD-4.1.10

Table HOD-4.1.10 and figure HOD-4.1.10 represents major sources of information generally collected
by the consumers regarding a product before purchase and or decision making process. From the
above table HOD-4.1.10 and figure one observes that 64.1% respondents considered a personal source
(Memory, family members) as the main source of information regarding mat, followed by 26.9%
respondents who depended on vendors’. It was also observed that 6.4% respondents considered an
expert person (Knowledgable) as an information source. The researcher also observed that an equal
number of respondents (1.3%) considered commercial and public local head as an information source
while purchasing mat. The modal class for source of information is ‘personal source’ in reference to
the purchase of mats.

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 130

Hooghly District Inferential (HOI-4.2)

After the descriptive study of the Hooghly district, the researcher focused on inferential analysis of
Hooghly district. Result of inferential analysis has been deliberated in four stages below.

Stage HOI-4.2.1

In the stage HOI-1, the researcher tried to find out the preference of consumers in terms of product
mat. The researcher has used ‘Thrustone Scale’ as a preference measurement method of consumers with
special reference to product mat. In this particular method the researcher followed the “Law of
Comparative Judgment (LCJ) model”, introduced by Thrustone. In this method, the researcher has used
pair comparison approach to collect responses from the respondents. Under this circumstance, the
researcher asked the respondents’ to express their preference for one mat over other types of mats (i.e.,
by asking them to rank the mats).

The n(n-1)/2 pairs of preference were presented to a large number of respondents the researcher
represents the column data of each preference regarding the product mat as preferred to other types of
mat(s). As explained above such data may also be derived from rank data. These observed frequencies
may be arranged in the (n x n) square table HOI-4.2.1.1(presented in annexure). The general element
Aij which appears in the Kth column and Lth row denotes the observed number of preference i as
judged better or worse than preference j with reference to product mat.

Table HOI-4.2.1.2 (shown in annexure) represents the probability of paired data. The elements Bij is
the observed proportion of preference that preference i as chosen over the preference j. Table HOI-
4.2.1.2 has been used to construct tables HOI-4.2.1.3 (shown inannexure) which represents the Z value
of preferences. The elements of Zij is the unit normal deviate corresponding to Bij. The element Zij will
be positive for all values of Bij over 0.5 and negative for all values of Bij under 0.5. Zeros are entered
in the diagonal cells in all tables because we can ordinarily assume that µi - µj = 0.

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From the table HOI-4.2.1.3, the researcher observed that P1 is the respondents’ 1st preference, i.e.,
Natural fiber mats is the 1st preference of the respondents, followed by P2, which implies Synthetic
fiber mats, then respondents preferred mat which is made out from cotton, then consumer preferred
jute mats. It was also observed that the mat which is made out from Rubber is least preferred. So,
the preference of mat can explain as P1>P2>P3>P4>P5 i.e., Natural fiber mat , followed by Synthetic
fiber mat, followed by Cotton mat, followed by Jute mat followed by Rubber mat. The preference of
mat based on Thrustone case V plotted in the figure HOI-4.2.1.1 below:

Figure HOI-4.2.1.1: Preference of mat based on Thrustone case V

Stage HOI–4.2.2

With the aim of classifying or grouping the respondents’ according to buying behaviour pattern the
researcher used cluster analysis. Cluster analysis is a statistical method of partitioning a sample into
homogeneous classes to produce an operational classification. The researcher used K- mean cluster
and figured out four clusters of the respondents based on their buying behavior pattern.

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The table HOI- 4.2.2.1 shows the initial cluster center below.

Table HOI-4.2.2.1

Initial Cluster Centers

Cluster

1 2 3 4
V1 4 1 4 5
V2 5 5 5 4
V3 4 5 1 3
V4 5 2 4 1
V5 2 5 1 2
V6 4 2 5 1
V7 4 4 5 1
V8 4 5 1 1
V9 1 4 4 4
V10 5 1 5 2
V11 4 4 4 4
V12 1 4 4 1
V13 4 4 2 1
V14 4 4 2 1

The first cluster focuses on preference for quality product. This group of consumers is ready to make
sacrifice for quality products and they are less price sensitive. This groupof consumers mainly focuses
on product’s primary operating activities, reliability of the product, the durability of the product etc. as
these are important concerns for them.

The second cluster focuses on the variety seeking customer group. Variety seeking buying behavior
refers to situations where there is low consumer involvement, but theconsumer perceives
significant differences between the brand options in front of them. In variety seeking situations,
consumers tend to do a lot of brand or product switching. There is no real brand loyalty. Consumers
tend to switch from one product to anotherproduct randomly because of design, variety and seasonal
effects.

The third cluster refers to a health conscious customer group. This group of customers focued on green
product and were highly sensitive toward health. This group of customers preferred natural products
which are good for the environment and society over the gray products.

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The last, i.e., fourth cluster indicates the people belong to the rational customer group. The term
rational consumer means the consumer who acts in a rational way and makes rational choices, namely
spending their money wisely. Moreover, rational consumers think and make decisions rigorously
regarding what they need and make choices as to maximize their well-being i.e, measure the amount of
pleasure a consumer gains from a good or service they choose to invest in, thus spending money wisely.

Table HOI-4.2.2.2 represents the number of respondents in a particular cluster.

Table- HOI- 4.2.2.2

Number of Cases in each Cluster

Cluster 1 32
2 5
3 32
4 9
Valid 78

From the table HOI-4.2.2.2 one finds that an equal numbers of respondents belong to the quality product
customer group and health conscious customer group cluster, followed by rational customer group,
followed by variety seeking customer group.

Having traced these four customer group and their characteristics the researcher tried to find out the
association between clustering and demographic profiles.

The association between clustering and demographic profile has been presented in the table HOI-
4.2.2.3.

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Table HOI-4.2.2.3

Association between clustering and demographic profile

Association df Chi-square Contingency

value Coefficient
Gender * Clustering 3 8.585** .511
Income* Clustering 12 27.269* .745
Occupation* 12 20.925** .460
Clustering
* Significant at 1 % level, ** significant at 5 % level

From the table HIO-4.2.2.3 one observes that the demographic variables, namely gender, income and
occupation have an association with the clustering. Association test, i.e., Chi-Square between gender
and clustering and occupation and clustering are significant at 5 % level of significance. Further,
income and clustering is significant at 1 % level of significance.

Stage HOI-4.2.3

The researcher has addresed objective ‘1’ of the study. The first objective of the study is role of beliefs,
motivation and attitudes in reference to consumer buying behavior with reference to the product mat.
In this stage, the researcher used Thrustone case V to identify the role of beliefs and motivation in
consumer buying behaviour. To identify the important attitudinal attributes that influence the consumer
in the buying decision process, the researcher used factor analysis.

Thrustone case V was used to find out the importance of attributes by using tabulation methods similar
earlier analysis. The tables are represented in the annexure.

The observed frequencies may be arranged in the (n x n) square table HOI- 4.2.3.1.1. The general
element Dij which appears in the Kth column and Lth row denotes the observed number of beliefs
attribute i as judged better or worse than attribute j with reference to buying behaviour of product mat.

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Table HOI-4.2.3.1.2 represents the probability of paired data and table HOI-4.2.3.1.3 represents the Z
value of poor data. From the table HOI-4.2.3.1.3, the researcher observed that C1 (past experience)
is the most important belief attribute that haden effect on consumer buying behaviour, followed by C2
(Parental Suggestion), followed by C5 (opinion of other), followed by friends opinion C3, followed by
religion C4. Thus, the sequence of belief can be explain as C1 > C2 > C5 > C3 >C4 i.e., past experience
is the most important belief attribute, followed by parental suggestion ,followed by other opinion,
which include vendors Word of Mouth (WOM), followed by friends’ opinion, followed by religion of
the respondents.

The figurative representation of the important belief attributes is shown below-

Figure HOI-4.2.3.1.1 important belief attributes

In the next part of the stage-3, the researcher the important motivation attributes that led consumers to
purchase/ consume mat in their houses. The researcher used Thrustone case V to calculate the most
important attributes that pull consumers towards the mat. The Thrustone case V has been represented
in Tables HOI-4.2.3.2.1, HOI-4.2.3.2.2 and HOI-4.2.3.2.3 respectively which are shown in annexure.

Observed frequencies may be arranged in the (n x n) table HOI-4.2.3.2.1. The general element Mij which
appears in the Kth column and Lth row denotes the observed number of motivational attribute i was
judged better or worse than attribute j with reference to buying behaviour of product mat.

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Table HOI-4.2.3.2.2 represents the probability of paired data and table HOI-4.2.3.2.3 represents the Z
value of paired data. From the table-3.2.3, the researcher observed that M1 (sleeping) is the most
important motivational attribute in terms of uses that affects consumer buying behaviour followed by
M3 (education of children), followed by M5 uses for other followed by M2 protection purposes
followed by M4 simple living. Therefore, important motivational attributes are expresed as M1 > M3 >
M5> M2> M4 i.e., Sleep on the mat is most important motivational attribute followed by education of
children, followed by otherpurchase (which includes using for guest, decoration and using in
occasions etc.) ,followed by protection, followed by sample living.

The figurative representation of important motivational attributes is shown in figure HOI-4.2.3.2.1

below-

Figure HOI-4.2.3.2.1 important motivational attributes

In the final part of stage 3, the researcher tried to find out the attitudinal attributes that led to
consumption of product mat. The researcher has used factor analysis to identify the important attitudinal
variables.

Table HOI-4.2.3.3.1
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .608
Bartlett's Test of Sphericity Approx. Chi-Square 300.947
df 91
Sig. .000

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Table HOI-4.2.3.3.1 represents Bartlett test of Sphericity and the Kaiser-Meyer-Olkin Measure of
Sampling Adequacy (usually called the MSA). The value of KMO measure of sampling adequacy
(.608) is strong and the factors can explain the variance and Bartlett’s test of sphericity indicate the
significant relationship among variables. From the result of table HOI-4.2.3.3.1 the researcher can
now continue and performed factor analysis.

Table HOI-4.2.3.3.2

Total Variance Explained

Extraction Sums of Rotation Sums of Squared
Initial Eigenvalues Squared Loadings Loadings

% of Cumu % of % of
Com Varian lative Varian Cumulat Varia Cumulat
p Total ce % Tota ce ive % Total nce ive %
l
onen
t
1 3.469 24.780 24.78 3.469 24.780 24.780 2.846 20.32 20.328
0 8
2 1.960 14.002 38.78 1.960 14.002 38.781 2.098 14.98 35.316
1 8
3 1.424 10.171 48.95 1.424 10.171 48.952 1.577 11.26 46.579
2 3
4 1.234 8.814 57.76 1.234 8.814 57.766 1.357 9.693 56.272
6
5 1.118 7.984 65.75 1.118 7.984 65.751 1.327 9.478 65.751
1
6 .888 6.340 72.09
0
7 .795 5.676 77.76
7
8 .746 5.330 83.09
7
9 .625 4.467 87.56
4
10 .527 3.762 91.32
6
11 .419 2.995 94.32
2
12 .381 2.720 97.04
2
13 .259 1.850 98.89
2
14 100.00
.155 1.108
0

Extraction Method: Principal Component Analysis.

The researcher has used the principal component method as an extraction method. Table HOI-4.2.3.3.2
of total variance explained shows importance of each of the fourteen principal variables. The first five
have eigenvalue over 1 and together these explain

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above 65% of the total variability in the data. This leads us to the conclusion that a four factor solution
will probably be adequate.

The five factor solution has been represented in table HOI-4.2.3.3.2. The initial Eigenvalue of the first
component is 3.469 that indicates health oriented factor which is incorporates with ecofriendliness of
the product, healthiness of the product and comfortability of the product.

The second component represents variety seeking factor with the eigenvalue1.960. The variety seeking
factor is incorporated with the design and the variety of the product.

The initial eigenvalue of the third component is 1.424 and denotes convenience factor. The
convenience factor is incorporated in availability implies size of the product during the season.

The fourth component with the eigenvalue of 1.234 indicates the operational factor. The operational
factor is incorporated in easy handling and positive image of the product.

The final component with eigenvalue 1.118 indicates rational factor which incorporate in the durability
of the product and quality of the product.

This conclusion is supported by the scree plot which is actually simply displaying the same data
visually. Scree plot has been depicted in Figure HOI-4.2.3.3.1.

Figure HOI-4.2.3.3.1

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Stage HOI-4.2.4

The researcher addresed objective II of the study, which refers to finding out the association between
belief, motivation and attitude. In this , the researcher used discriminant analysis to identify belief score,
motivation score and attitudes score respectively. After that, the researcher used non- parametric test
(Chi-Square test) to find out the association between these three attributes with reference to the
purchase of product mat.

The researcher focused on the association between demographic variables (those already have positive
associations with clustering) and Beliefs. The result of the association between demographic variables
and beliefs is shown in table HOI-4.2.4.1.1

Table HOI -4.2.4.1.1

Association between beliefs and demographic variables

Variables df Chi-square Contingency

value Coefficient
Beliefs * Gender 1 5.290** .542
Beliefs * 4 14.109* .618
Occupation
Beliefs* Income 4 10.407** .493
* significant at 1 % level ** Significant at 5 % level

From the table HOI- 4.2.4.1.1 one observes that demographic variables, namely gender, occupation and
income are positively associated with the beliefs of the respondents with reference to purchase of mat
in West Bengal. Belief and gender and belief and incomeare significant at 5 % level of significance
and belief and occupation is significant at 1 % level of significance.

In the next part of the stage-4, researcher tested the association between beliefs and motivation (belief
have a positive association with demographic variables) Association test is shown in table HOI-
4.2.4.1.2.

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Table HOI-4.2.4.1.2

Association test between beliefs and motivation.

Variables df Chi-squarevalue Contingency

Coefficient

Beliefs * 1 4.340** .466

Motivation

**Significance at 5% level

From the table HOI-4.2.4.1.2 one observes that beliefs and motivation have a positive association and
significant at the 5 % level of significance.

In the final part of the stage-4, the researcher tested the association between motivation and attitude
(motivation is positively associated with beliefs) The table HOI-4.2.4.1.3 represents an association
between motivation and attitude.

Table HOI-4.2.4.1.3

Association between motivation and attitude

Variables df Chi-squarevalue Contingency

Coefficient

Motivation* 1 7.765* .698

Attitude

* Significance at 1 % level

From the table HOI-4.2.4.1.3 one observes that association between motivation and attitude is positive
and significant at 1% level of significance.

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Analysis on Howrah District

Howrah District Descriptive (HWD-4.1)

Table HWD-4.1.1 showing gender of the respondents of Hooghly District.

Gender No. of Respondents % of Respondents

Male 61 78.2

Female 17 21.8
Total
78 100.0

The figurative representation of the table is given below-

Figure HWD-4.1.1

From the table HWD-4.1.1 and the figure HWD-4.1.1, one observes that modal class of the respondents
are male (78.2%), followed by the female (21.8%) in this study. The table HWD-4.1.1 and figure
HWD-4.1.1 represent the number of respondents who have been using a mat in their normal household
activities.

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Table HWD-4.1.2 showing the age profile of the respondents

Age Group No. of Respondents % of Respondents

Upto 20 years 3 3.8
21 years-30 years 4 5.1
31 years-40 years 5 6.4
41 years-50 years 30 38.5
Above 50 years 36 46.2
Total 78 100.0

The figurative representation of the table is given below-

Figure HWD-4.1.2

The age profile of the respondents is represented in table HWD-4.1.2 and in figure HWD-4.1.2. From
the above table and figure one observes that 46.2% respondents belong to the age group of above
50 years, followed by age group of 41 years to 50 years. Further, 6.4% respondents belong to the age
group of 31 years- 40 years. It was also observed that 5.1% of respondents belong to the age group of
21 years to 30 years and 3.8% respondents belong to the age of upto 20 years. The modal class of
users belongs to the age group of ‘above 50 years’.

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Table HWD-4.1.3 showing educational qualification of the respondents

Educational Qualification No. of Respondents % of

Respondents
Illiterate 4 5.1
Middle Class 34 43.6
High School 21 26.9
College 13 16.7
University 6 7.7
Others 0 0
Total 78 100.0

The figurative representation of the table is given below-

Figure HWD-4.1.3

From the above table HWD-4.1.3 and figure HWD-4.1.3 one observes that most of the respondents
(43.6%) had middle school academic qualification i.e., up to secondary education which is followed by
qualification up to high school(26.9%). It was also observed that 16.7% respondents had a college
degree and 7.7% respondents have a university degree as academic qualifications. Apart from this, 5.1%
respondents did not have any academic qualification and no one had other educational qualification i.e.,
vocational training, professional degree etc.. The modal class of educational qualification of the
respondents who use mat is ‘Middle School’.

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Table HWD-4.1.4 showing the occupation of the respondents

Occupation No. of Respondents % of Respondents

Agriculture 18 23.1
Agri. Labour 7 9.0
Service 18 23.1
Business 32 41.0
Others 3 3.8
Total 78 100.0

The figurative representation of the table is given below-

Figure HWD-4.1.4

Table HWD-4.1.4 and figure HWD-4.1.4 represents occupation of the respondents. From the above
mention table and figure one observes that 41% respondents were involved in business activity followed
by (23.1%) respondents were involved in agricultural activity and equal number of respondents (23.1%)
were involved services. It has also observed that 9% respondents were involved in agricultural
labourer followed by 3.8% respondents who belongs to other occupational category. The modal
class of occupation of the respondents who use mat is ‘Businesses’.

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Table HWD-4.1.5 showing the income level of the respondents

Level of income No. of Respondents % of Respondents

Up to Rs.5000 7 9.0
Rs.5001-Rs.10000 21 26.9
Rs.10001-Rs.15000 28 35.9
Rs.15001-Rs.20000 9 11.5
Above Rs.20000 13 16.7
Total 78 100.0

The figurative representation of the table is given below-

Figure HWD-4.1.5

From the above table HWD-4.1.5 and figure HWD-4.1.5 one observes that 35.9% respondents belong
to income level between Rs.10001 to Rs15000, followed by income level between Rs.5001 to Rs.10000.
Further, 16.7% respondents belong to the income level of above Rs.20000. The researcher also
observed that 11.5% respondents belong to the income level between Rs.15001 to Rs.20000, followed
by 9% respondents who belongs to the income level of upto Rs.5000. The modal class of income
level using a mat among the respondents belong to the income level of Rs. 10001 to Rs. 15000.

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Table HWD-4.1.6 showing the no of mats in possession in a normal household

Number of Mat(s) No. of Respondents % of Respondents

One 0 0
Two 6 7.7
Three 19 24.4
Four 26 33.3
Five and above 27 34.6
Total 78 100.0

The figurative representation of the table is given below-

Figure HWD-4.1.6

From the table HWD-4.1.6 and figure HWD-4.1.6 one observes that 34.6% respondents have more than five
mats in their home followed by 33.3% respondents who have four mats in their home. It also observed that
24.4% respondents have three mats, followed by 7.7% of respondents who have two mats in their home and
no one has a single malt in their home. The modal class of mats in possession of the respondents is ‘five
and above’.

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Table HWD-4.1.7 showing the purchase cycle of product mat

Purchase cycle No. of Respondents % of Respondents

Less than 1 year 12 15.4
1-2 years 31 39.7
2-3 years 23 29.5
3-4 years 7 9.0
More than 4 years 5 6.4
Total 78 100.0

The figurative representation of the table is given below-

Figure HWD-4.1.7

Table HWD-4.1.7 and figure HWD-4.1.7 represents the purchase cycle of product mat. From the above
table and figure one observes that 39.7% respondents purchased product mat to ither 1 to 2 years,
followed by 29.5% respondents purchased within 2 to 3 years of previous purchase. It was also
observed that 15.4% respondents had purchase cycle ofless than 1 year, followed by 9% respondents
with 3 to 4 years as purchase cycle of product mat. And 6.4% respondents purchased product mat
more than four years ofterthe previous purchase made. The modal class of purchase cycle in case of
product mat was in the range of ‘1 to 2 years, i.e., every one or two years a mat is brought by the
respondents.

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Table HWD-4.1.8 showing Amount spent to buy the mats

Amount Spent No. of Respondents % of Respondents

Upto Rs.300 2 2.6
Rs.301-Rs.600 24 30.8
Rs.601-Rs.900 34 43.6
Rs.901 – Rs.1200 15 19.2
Above Rs.1200 3 3.8
Total 78 100.0

The figurative representation of the table is given below-

Figure HWD-4.1.8

From the table HWD-4.1.8 and figure HWD-4.1.8 one observes that 43.6% respondents spent an amount
ranging between Rs.601- Rs.900 for buying single units of mat, followed by 30.8% respondents who spent
an amount ranging between Rs.301-Rs.600. The researcher also observed that 19.2% respondents spent an
amount ranging between Rs.901-Rs.1200, followed by 3.8% respondents who spent above Rs.1200 to buy
single unit of the mat. Only 2.6% respondents spent upto Rs.300 for buying single units of the mat. The modal
class in regards to price of mat per unit stands in the range between Rs. 601 to Rs. 900.

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Table HWD- 4.1.9 showing place of purchase mats

Place of purchase No. of Respondents % of Respondents

Fair/ Exhibition 2 2.6
Retail Shop 11 14.1
Hawker 23 29.5
Hatt/ Bazar 42 53.8
Other 0 0
Total 78 100

The figurative representation of the table is given below-

Figure HWD-4.1.9

From the table HWD-4.1.9 and figure HWD-4.1.9 one observes that 53.8% respondents purchased product
from the Hatt/Bazar (where vendors are temporary in nature or unorganized retailers) , followed by 29.5%
respondents who purchased from the Hawkers (Street sellers). Further, 14.1% respondents purchased
from Retail shop and 2.6% respondents purchased from Fair/Exhibition (special kind of occasions). The
modal class for purchase from a retail outlet for the group of respondents belongs to ‘Hatt/Bazar’.

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Table HWD- 4.1.10 showing Sources of information that have been considered by the respondents

Sources of Information No. of Respondents % of Respondents

Personal 49 62.8
Commercial 2 2.6
Public Local Head 1 1.3
Expert Person 3 3.8
Vendor 23 29.5
Total 78 100.0

The figurative representation of the table is given below-

Figure HWD-4.1.10

Table HWD-4.1.10 and figure HWD-4.1.10 represents major sources of information which was generally
collected by the consumers regarding a product before purchase and or decision making process. From the
above table HWD-4.1.10 and figure one observes that 62.8% respondents considered a personal source
(Memory, family members) as the main source of information regarding mat, followed by 29.5%
respondents who depended on vendors. It was also observed that 3.8% respondents considered an expert
person (Knowledgable) as an information source. The researcher also observed that 2.6% respondents
considered commercial information source and 1.3% respondents considered public local head as an
information source while purchasing mat. The modal class for source of information is ‘personal source’ in
reference to the purchase of mats.

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Howrah inferential (HWI-4.2)

After the descriptive study, the researcher analyzed inferential statistics of the mentioned district. Result
of inferential analysis are deliberated in four stages below.

Stage HWI-4.2.1

In the stage- 1, the researcher tried to find out the preference of consumers in terms of product mat. The
researcher used ‘Thrustone Scale’ as a preference measurement method of consumers with special
reference to product mat. In this particular method the researcher followed the “Law of Comparative
Judgment (LCJ) model”, introduced by Thrustone. In this method, the researcher used pair comparison
approach to collect responses from the respondents. Under this circumstance, the researcher asked the
respondents’ to express their preference for one mat over other types of mats (i.e., by asking them to rank
the mats).

The n(n-1)/2 pairs of preference were presented to a large number of respondents. the researcher represents
the column data of each preference regarding the product mat as preferred to other types of mat(s). As
explained above such data may also be derived from rank data. These observed frequencies have been
presented in the (n x n) square table HWI-4.2.1.1(presented in annexure). The general element Aij which
appears in the Kth column and Lth row denotes the observed number of preference i as judged better or worse
than preference j with reference to product mat.

Table HWI-4.2.1.2 (shown in annexure), has been constructed from table HWI-4.2.1.1 which represents the
probability of the paired data. The elements Bij is the observed proportion of preference that preference i
as chosen over the preference j. Table HWI-
4.2.1.2 has been used to constructed table HWI-4.2.1.3 (presented in annexure) which provides Z value
of the paired data. The elements of Zij is the unit normal deviate corresponding to Bij. The element Zij
will be positive for all values of Bij over 0.5 and negative for all values of Bij under 0.5. Zeros are
entered in the diagonal cells in all table because we can ordinarily assume that µi - µj = 0.

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From the table HWI-4.2.1.3, researcher observed that P1 is the respondents’ 1st preference i.e., Natural
fiber mats is the 1st preference of the respondents, followed by P2 i.e., synthetic fiber mat which is made out
from synthetic and or plastic followed by P3 which implies Cotton mats, followed by P4 which implies jute
mats. It was also observed that the mat which is made out of Rubber is least preferred. So, the preference
of mat can be explain as P1>P2>P3>P4>P5 i.e., Natural fiber mat followed by Synthetic fiber mat, followed
by Cotton mat, followed by Jute mat, followed by Rubber mat. The preference of mat based on Thrustone
case V is plotted in the figure HWI-4.2.1.1 below:

Figure HWI-4.2.1.1: Preference of mat based on Thrustone case V

Stage HWI–4.2.2

With the aim of classifying or grouping the respondents according to buying behaviour pattern the researcher
used cluster analysis. Cluster analysis is a statistical method of partitioning a sample into homogeneous
classes to produce an operational classification. The researcher used K- mean cluster and figured out four
clusters of the respondents based on their buying behavior pattern. The table HWI-4.2.2.1 shows the initial
cluster center below.

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Table HWI-4.2.2.1
Initial Cluster Centers

Cluster

1 2 3
V1 4 3 5
V2 5 4 5
V3 2 3 2
V4 4 3 4
V5 3 5 3
V6 4 3 4
V7 5 3 4
V8 3 3 2
V9 3 3 2
V10
4 3 4
V11
3 4 2
V12 3 4 2
V13 3 3 2
V14
3 2 2

The first cluster focuses on preference for quality product. This group of consumers is ready to sacrifice for
quality products and are less price sensitive. This group of consumers mainly focuses on product’s primary
operating activities, reliability of the product, the environmental effect of the product etc.

The second cluster focuses on the variety seeking customer group. Variety seeking buying behavior
refers to situations where there is low consumer involvement, but the consumer perceives significant
differences between the brand options in front of them. In variety seeking situations, consumers tend
to do a lot of brand or product switching. The design of the product and various types of products are
important concerns for this kind of customer group.

The last i.e., third cluster indicates the people belong to the rational customer group. The term rational
consumer means the consumer who acts in a rational way and makes rational choices, namely spending
their money wisely. Moreover, rational consumers think and making a decision rigorously what they need
and make choices be as to maximize their well-being. Price of the product, the quality of the product, etc.
are important concerns to this kind of customer group.

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Table-HWI-4.2.2.2 represents the number of respondents in a particular cluster.

Table HWI-4.2.2.2

Number of Cases in each Cluster

Cluster 1 26

2 14
3 38
Valid 78

From the table HWI-4.2.2.2 one finds that the maximum numbers of respondents belong to the rational
customer group, followed by variety seeking customer group, followed by customer group that preferred
quality products for normal household.

Having traced this three customer group and their characteristics the researcher tried to find out the
association between clustering and demographic profiles.

Table HWI-4.2.2.3

Association between clustering and demographic profiles

Association df Chi-square Contingency

value Coefficient
Gender * 2 10.437* .574
Clustering
Income* Clustering 8 16.089** .353
Occupation* 8 15.771** .410
Clustering
* Significant at 1 % level, ** significant at 5 % level

From the table HWI-4.2.2.3 one observes that the demographic variables, namely gender, income and
occupation have positive association with the clustering. Association test, i.e., Chi-Square between income
and clustering, and occupation and clustering are significant at the 5 % level of significance. It was also
observed that gender and clustering is significant at 1% level of significance.

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Stage HWI-4.2.3

The researcher tried to address objective ‘1’ of the study. The first objective of the study is to ascertain the
role of belief, motivation and attitudes with reference to consumer buying behavior with reference to the
product mat. In this , the researcher used Thrustone case V to identify the role of beliefs and motivation in
consumer buying behaviour. To identify the important attitudinal attributes that influence consumer buying
decision process, the researcher used factor analysis.

Thrustone case V was used to find out the importance of attributes by using tabulation methods similar to
earlier analysis. The tables are represented in the annexure.

The observed frequencies may be arranged in the (n x n) square table HWI- 4.2.3.1.1. The general element
Dij which appears in the Kth column and Lth row denotes the observed number of beliefs attribute i as judged
better or worse than attribute j with reference to buying behaviour of product mat.

Table HWI-4.2.3.1.2 represents the probability of paired data and table HWI-4.2.3.1.3 represents the Z value
of paired data. From the table HWI-3.1.3, the researcher observed that C1 (past experience) is the most
important belief attribute that had on effect on consumer buying behaviour, followed by C2 (Parental
Suggestion), followed by C3 (friend's opinion), followed by C5 ((opinion of other), followed by religion C4.
Thus, the sequence of belief is explain as C1 > C2 > C3 > C5 >C4 i.e., past experience is the most important
belief attribute, followed by parental suggestion, followed by friends opinion, followed by other opinion
which include vendors Word of Mouth (WOM), followed by religion of the respondents.

The figurative representation of the important belief attributes is shown below-

Figure HWI-4.2.3.1.1 important belief attributes

In the next part of the stage-3, the researcher foundout the important motivation attributes that led
consumers to purchase/ consume mats in their houses. The researcher

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used Thrustone case V to calculate the most important attributes that pull consumers towards the mat.

Observed frequencies have been presented in the (n x n) table HWI-4.2.3.2.1. The general element Mij
which appears in the Kth column and Lth row denotes the observed number of motivational attribute i as judged
better or worse than attribute j with reference to buying behaviour of product mat.

Table HWI-4.2.3.2.2 represents the probability of paired data and table HWI-4.2.3.2.3 represents the Z value
of paired data. From the table-3.2.3, the researcher observed that M1 (sleeping) is a most important
motivational attribute in terms of uses that have effects on consumer buying behaviour, followed by M4
simple living, followed by M3 (education of children), followed by M5 uses for other, followed by M2
protection purposes. Therefore, important motivational attributes are express as M1 > M4 > M3> M5> M2,
i.e., Sleep on the mat is most important motivational attribute followed by simple living, followed by
education of children, followed by other (which includes using for guest, decoration and using in occasions
etc.) and finally followed by protection.

The figurative representation of important motivational attributes is shown in figure IA-

1.3 below-

Figure HWI-4.2.3.2.1 Important motivational attributes

In the final part of stage HWI-4.2.3, the researcher tried to find out the attitudinal attributes that led to
consumption of product mat. The researcher used factor analysis to identify the important attitudinal
variables.

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Table HWI -4.2.3.3.1

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy.

.624
Bartlett's Test of Approx. Chi-Square 321.737
Sphericity df 91
Sig. .000

Table HWI-4.2.3.3.1 represents a Bartlett test of Sphericity and the Kaiser-Meyer-Olkin Measure of Sampling
Adequacy (usually called the MSA). The value of the KMO measure of sampling adequacy (.624) is strong
and the factors can explain the variance and Bartlett’s test of sphericity indicate the significant relationship
among variables. From the result of table HWI-4.2.3.3.1 the researcher can now continue and perform
factor analysis.
Table HWI-4.2.3.3.2
Total Variance Explained
Extraction Sums of SquaredLoadingsRotation Sums of SquaredLoadings
Initial Eigenvalues

Compo % of Cumulative % of Cumulative % of Cumulative

nent Total Variance % Total Variance % Total Variance %

1 3.708 26.487 26.487 3.708 26.487 26.487 2.694 19.245 19.245

2 1.991 14.219 40.706 1.991 14.219 40.706 1.938 13.840 33.085
3 1.535 10.963 51.670 1.535 10.963 51.670 1.846 13.187 46.272
4 1.196 8.545 60.215 1.196 8.545 60.215 1.775 12.680 58.952
5 1.029 7.349 67.564 1.029 7.349 67.564 1.206 8.612 67.564
6 .869 6.204 73.768
7 .774 5.531 79.299
8 .631 4.510 83.809
9 .592 4.226 88.035
10 .512 3.658 91.693
11 .377 2.695 94.388
12 .327 2.339 96.727
13 .278 1.985 98.712
14 .180 1.288 100.000

Extraction Method: Principal Component Analysis.

The researcher used the principal component method as an extraction method. TableHWI-4.2.3.3.2
of total variance explained shows importance of each of the fourteen

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principal variables. Eigenvalue of the five factors is over 1 and altogether explains above 67% of the
total variability in the data. This leads us to the conclusion that a five factor solution will probably be
adequate.

The five-factor solution has been represented in table HWI-4.2.3.3.2. The initial Eigenvalue of the first
component is 3.708, and it indicates health oriented factor which incorporates eco-friendliness of the
product, healthiness of the product and comfortability of the product.

The second component represents a rational factor with the eigenvalue1. 991. The rational factor
incorporates durability of the product, quality of the product and the origin of the product.

The initial eigenvalue of the third component is 1.535 and denotes variety seeking factor. The variety seeking
factor incorporates the design of the product and the variety of the product.

The fourth component with the eigenvalue of 1.196 indicates the operational factor. Operational factor
implies easy handling of the product, and image part of the product.

The final component with eigenvalue 1.029 indicates seasonal factor which indicates the seasonal
importance towards the product.

This conclusion is supported by the scree plot which displays the same data visually. Scree plot has been
depicted in figure HWI-4.2.3.3.1.

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Figure HWI-4.2.3.3.1

Stage HWI-4.2.4

The researcher tried to addressed objective ‘2’ of the study, which refers to finding out the association
between ‘Beliefs’, ‘Motivation’ and ‘Attitudes’. In this, the researcher used discriminant analysis to
identify beliefs score, motivation score and attitudes score respectively. After that, the researcher used
non- parametric test (Chi-Square test) to find out the association between these three attributes with
reference to the purchase of product mat.

Now, the researcher focused on the association between demographic variables (those already have positive
associations with clustering) and beliefs.

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Table HWI-4.2.4.1.1

Association between beliefs and demographic variables

Variables df Chi-squarevalue Contingency

Coefficient
Beliefs * Gender 1 9.588* .330
Beliefs * 4 10.733** .494
Occupation
Beliefs* Income 4 14.080* .545
* Significant at 1% level **Significant at 5% level

From the table HWI- 4.2.4.1.1 one observes that demographic variables, namely gender, occupation and
income are positively associated with the beliefs of the respondents with reference to purchase of meat in
West Bengal. Demographic variables, namely gender and income are significant at 1 % level of
significance and occupation is significant at 5
% level of significance.

In the next part of the stage-4, researcher tested the association between beliefs and motivation (beliefs have
a positive association with demographic variables) Association test is shown in table HWI-4.2.4.1.2 below.

Table HWI-4.2.4.1.2

Association between beliefs and motivation

Variables df Chi-square value Contingency Coefficient

Beliefs * Motivation 1 4.461** .328

** Significance at 5% level

From the table HWI-4.2.4.2 one observes that beliefs and motivation have a positive association and
significance at the 5 % level of significance.

In the final part of the stage-4, the researcher tested the association between motivation and attitude
(motivation is positively associated with belief) Association test is shown in table HWI- 4.2.4.3.

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Table HWI-4.2.4.1.3

Variables df Chi-squarevalue Contingency

Coefficient

Motivation* 1 6.476* .477

Attitude

* Significance at the 1 % level

From the table HWI-4.2.4.1.3 one observes that association between motivation and attitude is positive
and significant at the 1% level of significance.

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Analysis on South 24 Parganas

South 24 Parganas Descriptive (SPD-4.1)

Table SPD-4.1.1 showing gender of the respondents of Hooghly District.

Gender No. of Respondents % of Respondents

Male 67 83.8

Female 13 16.2
Total
80 100.0

The figurative representation of the table is given below-

Figure SPD-4.1.1

From the table SPD-4.1.1 and the figure SPD-4.1.1, one observes that modal class of the respondents are
male (83.8%) followed by the female (16.2%) in this study. The table SPD-4.1.1 and figure SPD-4.1.1
represent the number of respondents who have been using a mat in their normal household activities.

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Table SPD-4.1.2 showing the age profile of the respondents

Age Group No. of Respondents % of Respondents

Upto 20 years 4 5.0
21 years-30 years 9 11.3
31 years-40 years 11 13.8
41 years-50 years 24 30.0
Above 50 years 32 40.0
Total 80 100.0

The figurative representation of the table is given below-

Figure SPD-4.1.2

The age profile of the respondents is represented in table SPD-4.1.2 and in figure SPD-
4.1.2. From the above table and figure one observes that 50% respondents belong to the age group of
above 50 years, followed by age group of 41 years to 50 years. Further, 13.7% respondents belong to
the age group of 31 years- 40 years. It was also observed that 11.3% of respondents belong to the age
group of 21 years to 30 years, followed by 5% respondents belong to the age group of upto 20 years.
The modal class of users belongs to the age group of ‘above 50 years’.

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Table SPD-4.1.3 showing educational qualification of the respondents

Educational Qualification No. of Respondents % of Respondents

Illiterate 3 3.8
Middle Class 43 53.7
High School 15 18.8
College 11 13.7
University 6 7.5
Others 2 2.5
Total 80 100.0

The figurative representation of the table is given below-

Figure SPD-4.1.3

From the above table SPD-4.1.3 and figure SPD-4.1.3 one observes that most of the respondents
(53.7%) have middle school academic qualification i.e., up to secondary education which is followed
by qualification up to high school(18.8%). It was also observed that 13.7% respondents have a college
degree and 7.5% respondents have a university degree as academic qualifications. Apart from this,
3.8% respondents do not have any academic qualification and 2.5% respondents have other educational
qualification i.e., vocational training, professional degree etc.. The modal class of educational
qualification of the respondents who use mat is ‘Middle School’.

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Table SPD-4.1.4 showing the occupation of the respondents

Occupation of the No. of % of

Respondents Respondents Respondents
Agriculture 24 30.0
Agri. Labour 10 12.5
Service 17 21.3
Business 27 33.8
Others 2 2.5
Total 80 100.0

The figurative representation of the table is given below-

Figure SPD-4.1.4

Table SPD-4.1.4 and figure SPD-4.1.4 represents occupation of the respondents. From the above
table and figure one observes that 33.8% respondents were involved in business activity, followed by
(30%) respondents involved in agricultural activity followed by 21.3% respondents involved in
services. It was also observed that 12.5% respondents were in agricultural labourer, followed by 2.5%
respondents who belongs to other occupational category. The modal class of occupation of the
respondents who use mat is ‘Businesses.

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Table SPD-4.1.5 showing the income level of the respondents

Level of income No. of % of Respondents

Respondents
Up to Rs.5000 8 10.0
Rs.5001-Rs.10000 29 36.3
Rs.10001-Rs.15000 22 27.5
Rs.15001-Rs.20000 12 15.0
Above Rs.20000 9 11.3
Total 80 100.0

The figurative representation of the table is given below-

Figure SPD-4.1.5

From the above table SPD-4.1.5 and figure SPD-4.1.5 one observes that 36.3% respondents belong to
income level between Rs.5001 to Rs.10000, followed by income level between Rs.10001 to Rs.15000.
Further, 15% respondents belong to the income level between Rs.15001 to Rs.20000. The researcher
also observes that 11.3% respondents belong to the income level above Rs.20000, followed by 10%
respondents who belong to the income level of upto Rs.5000. The modal class of income level using
a mat among the respondents belong to the income level of Rs. 5001 to Rs. 10000.

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Table SPD-4.1.6 showing the no of mats in possession in a normal household

Number of Mat(s) No. of % of

Respondents Respondents
One 2 2.5
Two 10 12.5
Three 19 23.7
Four 20 25.0
Five and above 29 36.3
Total 80 100.0

The figurative representation of the table is given below-

Figure SPD-4.1.6

From the table SPD-4.1.6 and figure SPD-4.1.6 one observes that 36.3% respondents have more than
five mats in their home followed by 25% respondents have four mats in their home. It was also observed
that 23.7% respondents were having three mats followed by 12.5% of respondents have two mats in
their home and 2.5% respondents were having a single malt in their home. The modal class of mats in
possession of the respondents is ‘five and above’.

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Table SPD-4.1.7 showing purchase cycle of product mat

Purchase cycle No. of % of Respondents

Respondents
Less than 1 year 9 11.3
1-2 years 45 56.3
2-3 years 19 23.8
3-4 years 5 6.3
More than 4 years 2 2.5
Total 80 100.0

The figurative representation of the table is given below-

Figure SPD-4.1.7

Table SPD-4.1.7 and figure SPD-4.1.7 represents the purchase cycle of product mat. From the above
table and figure one observes that 56.3% respondents purchased product mat during 1 to 2 years,
followed by 23.8% respondents who purchased within 2 to 3 years of previous purchase. It was also
observed that 11.3% respondents had purchase cycle of less than 1 year, followed by 6.3% respondents
with 3 years to 4 years as purchase cycle of product mat. And 2.5% respondents purchased product
mat more than four years ofter the previous purchase made. The modal class of purchase cycle in
caseof product mat was in the range of ‘1 to 2 years, i.e., every one or two years a mat is brought by the
respondents.

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Table SPD-4.1.8 showing Amount spent to buy the mats

Amount Spent No. of % of Respondents

Respondents
Upto Rs.300 5 6.3
Rs.301-Rs.600 26 32.4
Rs.601-Rs.900 31 38.7
Rs.901 – Rs.1200 17 21.3
Above Rs.1200 1 1.3
Total 80 100.0

The figurative representation of the table is given below-

Figure SPD-4.1.8

From the table SPD-4.1.8 and figure SPD-4.1.8 one observes that 38.7% respondents spent an amount
ranging between Rs.601- Rs.900 for buying single units of mat, followed by 32.4% respondents who
spent an amount ranging between Rs.301-Rs.600. The researcher also observed that 21.3% respondents
spent an amount ranging between Rs.901-Rs.1200, followed by 6.3% respondents who spent upto
Rs.300 to buy single unit of the mat. Only 1.3% respondents spent above Rs.1200 for buying single
units of the mat. The modal class in regards to price of mat per unit stands in the range between Rs.
601 to Rs. 900.

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Table SPD- 4.1.9 showing place of purchase mats

Place of Purchase No. of % of

Respondents Respondents
Fair/ Exhibition 6 7.5
Retail Shop 11 13.8
Hawker 26 32.5
Hatt/ Bazar 36 45.0
Other 1 1.3
Total 80 100

The figurative representation of the table is given below-

Figure SPD-4.1.9

From the table SPD-4.1.9 and figure SPD-4.1.9 one observes that 45% respondents purchased product
from the Hatt/Bazar (where vendors are temporary in nature or unorganized retailers), followed by
32.5% respondents who purchased from the Hawkers (Street sellers). Further, 13.8% respondents
purchased from Retail shop and 7.5% respondents purchased from Fair/Exhibition (special kind of
occasions). Only 1.3% respondents purchased from another place which include directly from the
producer. The modal class for purchase from a retail outlet for the group of respondents belongs to
‘Hatt/Bazar’.

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Table SPD- 4.1.10 showing Sources of information that have been considered by the respondents

Sources of No. of % of
information Respondents Respondents
Personal 52 65.0
Commercial 1 1.3
Public Local Head 0 0
Expert Person 5 6.3
Vendor 22 27.4
Total 80 100.0

The figurative representation of the table is given below-

Figure SPD-4.1.10

Table SPD-4.1.10 and figure SPD-4.1.10 represents major sources of information generally collected
by the consumers regarding a product before purchase and/ or decision making process. From the
above table SPD-4.1.10 and figure one observes that 65% respondents considered a personal source
(Memory, family members) as the main source of information regarding mat, followed by 27.4%
respondents who depended on vendors. It was also observed that 6.3% respondents considered an expert
person (Knowledgable) as an information source. The researcher also observed that 1.3% respondents
considered commercial information source and none of the respondents considered public local head as
an information source while purchasing mat. The modal class for source of information is ‘personal
source’ in reference to purchase of mats.

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South 24 Parganas inferential (SPI-4.2)

After the descriptive study, the researcher analyzed inferential statistics of the mentioned district. Result
of inferential analysis has been deliberated in four stages below.

Stage SPI-4.2.1

In the stage- 1, the researcher tried to find out the preference of consumers in terms of product mat. The
researcher used ‘Thrustone Scale’ as a preference measurement method of consumers with special
reference to product mat. In this particular method the researcher followed the “Law of Comparative
Judgment (LCJ) model”, introduced by Thrustone. In this method, the researcher used pair comparison
approach to collect responses from the respondents. Under these circumstance, the researcher asked the
respondents’ to express their preference for one mat over other types of mats (i.e., by asking them to
rank the mats).

An n(n-1)/2 pairs of preference have been presented to a large number of respondents, the researcher
represented the column data of each preference regarding the product mat as preferred to other types
of mat(s). As explained above such data may also be derived from rank data. These observed
frequencies are presented in the (n x n) square table SPI- 4.2.1.1(presented in annexure). The general
element Aij which appears in the Kth column and Lth row denotes the observed number of preference, i
as judged better or worse than preference j with reference to product mat.

Table SPI-4.2.1.2 (shown in annexure), were constructed from table SPI-4.2.1.1 which represents the
probability of the paired data. The elements Bij is the observed proportion of preference that preference
i has chosen over the preference j. Table SPI-1.2 has been used to construct tables SPI-4.2.1.3
(presented in annexure) which provides the Z valueof the paired data. The elements of Zij is the unit
normal deviate corresponding to Bij. The element Zij will be positive for all values of Bij over 0.5
and negative for all values of Bij under 0.5. Zeros are entered in the diagonal cells in all tables because
we can ordinarily assume that µi - µj = 0.

From the table SPI-4.2.1.3, researcher observed that P1 is the respondents’ 1st preference, i.e.,
Natural fiber mats is the 1st preference of the respondents, followed by

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P2 i.e., synthetic fiber mat which is made out from synthetic and or plastic, followed by P3 which
implies Cotton mats , followed by P4 which implies jute mats. It was also observed that the mat made
out of from Rubber is less preferred. So, the preference of mat can be explain as P1>P2>P3>P4>P5 i.e.,
Natural fiber mat followed by Synthetic fiber mat, followed by Cotton mat, followed by Jute mat,
followed by Rubber mat. The preference of mat based on Thrustone case V is plotted in the figure
SPI-4.2.1.1 below:

Figure SPI-4.2.1.1: Preference of mat based on Thrustone case V

Stage SPI–4.2.2

With the aim of classifying or grouping the respondents’ according to buying behaviour pattern the
researcher used cluster analysis. Cluster analysis is a statistical method of partitioning a sample into
homogeneous classes to produce an operational classification. The researcher used K- mean cluster and
figured out four clusters of the respondents based on their buying behavior pattern. The table SPI-
4.2.2.1 shows the initial cluster center below.

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Table SPI-4.2.2.1

Initial Cluster Centers

Cluster
1 2 3 4
V1 4 2 5 1
V2 5 4 4 2
V3 3 5 2 2
V4 5 4 5 2
V5 4 5 1 1
V6 5 2 4 4
V7 5 4 4 2
V8 1 4 4 1
V9 1 4 4 2
V10 5 1 5 2
V11 1 5 5 4
V12 1 4 2 2
V13 2 1 4 4
V14 4 4 2 5

The first cluster focuses on preference for quality product. This group of consumers is ready to sacrifice
for quality products and is less price sensitive. This group of consumers mainly focuses on product’s
primary operating activities, reliability of the product, the environmental effect of the product etc.

The second cluster focuses on the variety seeking customer group. Variety seeking buying behavior
refers to situations where there is low consumer involvement, but the consumer perceives significant
differences between the brand options in front of them. In variety seeking situations, consumers tend
to do a lot of brand or product switching. The design of the product and various types of products are
important concerns to this kind of customer group.

The third cluster indicates the people belong to the price sensitive customer group. Price sensitivity can
be defined as the consciousness of the customers to cost windows or range within which they make
dealings. Thus, the price of the product and durability of the product are important concern of this type
of customer group.

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The last and final cluster indicates seasonal customer group which implies that customers are mainly
focused on season for making purchases.

Table-SPI-4.2.2.2 represents the number of respondents in a particular cluster.

Table SPI-4.2.2.2
Number of Cases in each Cluster
Cluster 1 29
2 27
3 8
4 16
Valid 80

From the table SPI- 4.2.2.2 one finds that the maximum numbers of respondents belong to the quality
preference customer group, followed by variety seeking customer group, followed by seasonal
customer group, followed by the price sensitive customer group.

Having traced the four customer groups and their characteristics the researcher tried to find out the
association between clustering and demographic profiles.

Table SPI-4.2.2.3

Association between clustering and demographic profiles

Association df Chi-square Contingency

value Coefficient
Gender * 3 12.123* .363
Clustering
Income* Clustering 12 28.216* .421
Occupation* 12 23.281** .427
Clustering
* Significant at 1 % level, ** significant at 5 % level

From the table SPI-4.2.2.3 one observes that the demographic variables, namely gender, income and
occupation have positive association with the clustering. Association test, i.e., Chi-Square between
income and clustering, and gender and Clustering are significant at 1 % level of significance. It was
also observed that occupation and clustering is significant at 5 % level of significance.

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Stage SPI-4.2.3

The researcher tried to address objective ‘1’ of the study. The first objective of the study is role of
beliefs, motivation and attitudes with reference to consumer buying behavior with reference to the
product mat. In this stage, the researcher used Thrustone case V to identify the role of beliefs and
motivation in consumer buying behaviour. To identify the important attitudinal attributes that influence
consumer buying decision process, the researcher used factor analysis.

Thrustone case V was used to find out the importance of attributes by using tabulation methods similar
to earlier analysis. The tables are represented in the annexure.

The observed frequencies may be arranged in the (n x n) square table SPI- 4.2.3.1.1. The general
element Dij which appears in the Kth column and Lth row denotes the observed number of beliefs
attribute i as judged better or worse than attribute j with reference to buying behaviour of product mat.

Table SPI-4.2.3.1.2 represents the probability of paired data and table SPI-4.2.3.1.3 represents the Z
value of paired data. From the table SPI 4.2.3.1.3, the researcher observes that C1 (past experience)
is the most important belief attribute that effect on consumer buying behaviour followed by C2 (Parental
Suggestion) followed by C5 ((opinion by other) followed by C3 (friend's opinion) followed by religion
C4. Thus, the sequence of belief can explain as C1 > C2 > C5 > C3 >C4 i.e., past experience is the most
important belief attribute followed by parental suggestion followed by other opinion, which include
vendors Word of Mouth (WOM) followed by friends opinion followed by religion of the respondents.

The figurative representation of the important belief attributes is shown below-

Figure: SPI-4.2.3.1.1 important belief attributes

In the next part of the stage-3, the researcher has given emphasized on to find out theimportant
motivation attributes that leads consumers to purchase/ consume mat in their

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houses. The researcher has used Thrustone case V to calculate the most important attributes that pull
to consumers towards the mat.

Observed frequencies have been presented in the (n x n) table SPI-4.2.3.2.1. The general element Mij
which appears in the Kth column and Lth row denotes the observed number of motivational attribute i
has judged better or worse than attribute j with reference to buying behaviour of product mat.

Table SPI-4.2.3.2.2 represents the probability of paired data and table SPI-4.2.3.2.3 represents the
Z value of paired data. From the table-3.2.3, the researcher observes that M1 (sleeping) is a most
important motivational attribute in terms of uses that effects on consumer buying behaviour. It has
been observed that M2, i.e., protection by mat followed, by M5 i.e., uses for other as important
motivation regarding buying mat for normal household, followed by M3 (education of children),
followed by M4 simple living. Therefore, important motivational attributes can be expresed as M 1
> M2 > M5> M3> M4.

The figurative representation of important motivational attributes is shown in figure SPI-

4.2.3.2.1 below-

Figure: SPI-4.2.3.1.2 important motivational attributes

In the final part of stage 3, the researcher tried to find out the attitudinal attributes that leads to
consumption of product mat. The researcher used factor analysis to identify the important attitudinal
variables.

Table SPI-4.2.3.3.1
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling .787
Adequacy.
Bartlett's Test of Sphericity Approx. Chi-Square 460.005
df 91
Sig. .000

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Table SPI-4.2.3.3.1 represents a Bartlett test of Sphericity and the Kaiser-Meyer-Olkin Measure of
Sampling Adequacy (usually called the MSA). The value of the KMO measure of sampling adequacy
(.624) is strong and the factors can explain the variance and Bartlett’s test of sphericity indicates a
significant relationship among variables. From the result of table SPI-4.2.3.3.1 the researcher can now
continue and perform factor analysis.

Table SPI-4.2.3.3.2
Total Variance Explained
Extraction Sums of Squared
Rotation Sums of Squared
Loadings Loadings
Initial Eigenvalues
Com % of Cumula % of Cumula % of Cumula
po Varia ti ve % Varia ti ve % Varia ti ve %
Tot Total Total
nent al nce nce nce
1 4.67 33.372 33.372 4.67 33.372 33.372 3.65 26.124 26.124
2 2 7
2 2.25 16.089 49.461 2.25 16.089 49.461 1.99 14.222 40.346
3 3 1
3 1.23 8.842 58.303 1.23 8.842 58.303 1.95 13.988 54.334
8 8 8
4 1.08 7.740 66.043 1.08 7.740 66.043 1.63 11.710 66.043
4 4 9
5 .993 7.095 73.139
6 .785 5.608 78.747
7 .665 4.751 83.498
8 .472 3.370 86.869
9 .468 3.342 90.210
10 .411 2.935 93.146
11 .327 2.337 95.483
12 .271 1.935 97.418
13 .194 1.384 98.802
14 .168 1.198 100.00
0
Extraction Method: Principal Component Analysis.

The researcher used the principal component method as an extraction method. Table SPI-4.2.3.3.2 of
total variance explained shows importance of each of the fourteen principal variables. Eigenvalue of
the four factors is above 1 and altogether explains above 66% of the total variability in the data. This
led us to the conclusion that a four factor solution will probably be adequate.

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The four factor solution has been represented in table SPI-4.2.3.3.2. The initial Eigenvalue of the first
component is 4.672, which indicates health oriented factor which incorporates eco-friendliness of the
product, healthiness of the product and comfortability of the product.

The second component represents the variety seeking factor with the eigenvalue 2.253. The variety
seeking factor incorporates easy design of the product and the variety of the product.

The third component with the eigenvalue of 1.238 indicates convenience factor. Convenience factor
implies handling part of the product, and the image part of the product.

The initial eigenvalue of the fourth component is 1.084 which indicates rational factor which
incorporate the durability of the product and quality of the product and the origin of the product.

This conclusion is supported by the scree plot which displays the same data visually. Scree plot has
been depicted in Figure SPI-4.2.3.3.1.

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Stage SPI-4.2.4

The researcher addresed objective ‘2’ of the study, which refers to finding out the association between
‘Beliefs’, ‘Motivation’ and ‘Attitudes’. In this circumstance, the researcher used discriminant analysis
to identify Beliefs score, motivation score and attitudes score respectively. After that, the researcher
used non- parametric test (Chi- Square test) to find out the association between these three attributes
with reference to the purchase of product mat.

The researcher focused on the association between demographic variables (those already have positive
associations with clustering) and beliefs.

Table SPI-4.2.4.1.1

Association between beliefs and demographic variables

Variables Df Chi-square Contingency

value Coefficient
Beliefs * Gender 1 7.009* .436
Beliefs * 4 10.397** .339
Occupation
Beliefs* Income 4 14.241* .364
* Significant at 1% level **Significant at 5% level

From the table SPI- 4.2.4.1.1 one observes that demographic variables, namely gender, occupation and
income are positively associated with the beliefs of the respondents with reference to purchase of meat
in West Bengal. Demographic variables, namely gender and income are significant at 1 % level of
significance and occupation is significant at 5
% level of significance.

In the next part of the stage-4, researcher tested the association between beliefs and motivation (beliefs
have a positive association with demographic variables) Association test is shown in table SPI-
4.2.4.1.2.

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Table SPI-4.2.4.1.2

Variables d Chi-square Contingency

f value Coefficient

Beliefs * 1 24.880* .487

Motivation

** Significance at 5% level

From the table SPI-4.2.4.2 one observes that beliefs and motivation have a positive association and
significance at the 1 % level of significance.

In the final part of the stage-4, the researcher tested the association between motivation and attitude
(motivation is positively associated with beliefs) Association test is shown in table SPI- 4.2.4.3.

Table SPI-4.2.4.1.3

Association between motivation and attitude

Variables df Chi-square value Contingency Coefficient

Motivation* Attitude 1 12.230* .368

* Significance at 1 % level

From the table SPI-4.2.4.3 one observes that association between motivation and attitude is positive
and significant at 1% level of significance.

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Chapter- 5

Conclusion & Recommendations

This part is separated into three areas. The primary segment features the finish of the review. The
subsequent segment manages the impediments of this examination work and the last area talks about
certain bearings for future exploration zeroing in on the topic of diminishing the impact of restrictions.

5.1 End

This part sums up the finish of the review. In this review, effect of conviction, inspiration and demeanor
of customer on pre-buy conduct have been completely analyzed concerning item mat by the instrument
of organized unexceptional poll coordinated to the mat clients in three areas to be specific, Hooghly,
Howrah and South 24 Parganas of West Bengal. From this review, the analyst sees that every one of the
respondents (all out of 400) knew about the item 'mat' however six respondents were not involving mat
in their typical family exercises during the time of study. Subsequently, the review covers just 394
respondents. In any case, the advantages of mat were very much seen by the respondents. Aside from
the advantages, the respondents were additionally cognizant about the assortment and nature of the
various kinds of mats. Mat is an exceptionally normal and well known item to all respondents and the
greater part of them were having in excess of five mats in their home.
Segment investigation of the full scale information demonstrates that the mat purchasers have a place
with the age gathering of over 50 years and orientation wise modular class of the buyer allude to male
gathering. The instructive capability regardless of orientation mirror the predominance of center school
instructive level followed by secondary school. The principal control of the respondents is business
trailed by horticulture. Alluding to the month to month pay as far as rupees has a place with the modular
class of Rs 10001 to Rs. 15000 month to month pay followed intently by month to month pay of Rs.
5001 to Rs 10000.
The social profile of the respondents as far as ownership of mat per family alludes to a modular class
having at least five such items. The buy cycle is one in the middle of between 1 to 2 years. The
predominant spot of procurement is hatt/market followed by Vendor/Merchant. The money related
worth of the item purchased consistently is in the modular
class of Rs 601 to Rs 900 followed intently by the classification Rs 300 to Rs 600. The utilization of a
mat in the family is basically standard.

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One would stay into the positioning of elements answerable for conviction at the full scale level as well
as the miniature level. The outline table of it will be introduced toward the finish of the passage showing
the union and uniqueness as for large scale and miniature level discoveries.
The conviction factors that were considered allude to previous experience, parental ideas, companions'
viewpoint, religion and other. The other predominantly alludes to merchant references.

Table: CN-5.1 Summary of the ranking of the belief at macro Level (aggregate) and micro level
(districts)

The summary table CN-5.1 shows conformity in the ranking of the macro as well as the micro, except in
case of the district Howrah where in the ranking pattern is same except for the case of friends opinion
and vendor referrals. One finds that in case Howrah, friends’ opinion has found ranked 3rd and other
(vender referrals) is ranked 4th. This is the only deviations in the ranking pattern.

Referring to the factors responsible for motivation one again ponders into the convergence and divergence
of the findings in reference to the macro and the micro levels. At the end of this paragraph the summary
table (CN-5.2) to this effect will be presented. The factors taken into consideration for motivation were
sleeping, protection, education of children, simple living and others. The other, mainly refer to reception for
guest.

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Table CN- 5.2 Summary of the ranking of the motivation at macro level (aggregate) and micro level
(districts)

From the summary table- CN-5.2, one observes that there exists conformity of ranking between the
aggregate and the district level findings. The deviation in the pattern is visible in reference to the district
of Howrah and South 24 Paragans. In case of Howrah district, simple living has been ranked 2nd, education
of children has been ranked 3rd, and other (guest reception) has been ranked 4th and protection has been
ranked 5th
,where as the pattern should have been education of children ranked 2 nd, other (guest reception) have
been ranked 3rd, protection have been ranked 4th and simple living should have ranked 5th .

In case of the district South 24 Parganas, protection is ranked 2nd and education is rank is 4th. This is
a deviation to the trend where protection should have been ranked 4th and education of children have
been ranked 2nd .

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In reference to attitude the total attitudinal factors considered were fourteen, contrary to the ranking
exercise in the case of belief and motivation where the factors were only five. Thus, factor analysis was
undertaken and factor loading of 0.5 or more was only considered. In case of macro level analysis the
fourteen factors were reduced to ten factors, i.e., to say four factors have loads of less than 0.5.

Using the factor analysis the ten factors considered were reduced to four, namely , rational factor, variety
seeking factor, health oriented factor and seasonal factor. The table CN-5.3 shows the grouping of ten
factors under the four factors head.

Table: CN-5.3 grouping of factors of macro level (aggregate) analysis

From the table CN-5.3 It is observed that the price, quality, durability are components of rational factor.
The design of the product and variety products are the components of variety seeking factor. Health
oriented factor is generated by the comfortability of the product, the healthiness of the product and
ecofriendliness of the product. The last factor is seasonal factor which incorporates season and size of the
product. One here has to note that the similar pattern is not found in the case of micro level (districts)
analysis. The grouping of micro level (districts) is shown in the following tables below.

In referring to Hooghly district, eleven factors out of fourteen factors had a loading of 0.5 or above.
Therefore, only eleven factors have been considered while showing thegrouping in table CN-5.3.3.

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Table CN-5.3.3 Grouping of factors of Hooghly district

Table CN-5.3.3 shows five groupings, namely, rational factor, variety seeking factor, health oriented factor,
operational factor and convenience factor. Rational factor has two components namely, quality and the
durability of the product. Variety seeking factor incorporates design of the product and variety of the product.
Comfortability of the product, healthiness of the product and ecofriendliness of the product are components of
health oriented factor. Operational factor incorporates easy handling and positive image of the product while
accessibility and the size of the product are components of convenience factor.

The case Howrah district finds eleven factors having a loading of 0.5 or above and therefore, they have been
considered in the table CN-5.3.4.

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Table CN-5.3.4 Grouping of factors of Howrah district

Table CN-5.3.4 has reduced eleven factors into five groups, namely, rational factor, variety seeking factor,
health oriented factor, operational factor and seasonal factor. Quality, durability of the product and origin of
the product are components of rational factor. Variety seeking factor is composed of design of the product and
variety of the product. Health oriented factor is represented by comfortability of the product, healthiness of
the product and ecofriendliness of the product. Easy handling and positive image are the components of
operational factor. Seasonal factor is represented by season.

In case of the district of South 24 Parganas, one finds that out of fourteen factors ten factors could registered
a loading of 0.5 or anove. Therefore, these ten factors have been considered in table CN- 5.3.5

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Table CN-5.3.5 Grouping of factors of South 24 Parganas district

In table CN-5.3.5 the ten factors have been grouped into four namely, rational factor, variety seeking factor,
health oriented factor and operational factor. Rational factor is composed of quality, durability and origin of
the product.The design of the product and variety of product are the components of variety seeking factor.
Comfortability of the product, healthiness of the product and ecofriendliness of the product are components
of health oriented factor. Operational factor is represented by easy handling and positive image of the product.

While reasoning the divience of the result of factor analysis and grouping of the attitudinal factor one has to
observed that though the five districts considered were the five top most consumer of mats yet they had
variation pertaining to per capita income, GDP and literacy rate. Our result observed in clustering the
attitudinal variables and thenfinding an association with demographic variables showed that the demographic
variables such as occupation and income had association with attitudinal cluster. Now taking these two into
consideration and CSO data pertaining to per capita income and GDP one finds remarkable differences among
the districts. Therefore, is the difference ingrouping of the factors.

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The total of fourteen attitudinal factors have therefore clustered because of the differentiated results of factor
analysis as shown above and four clustered have been derived.

The first cluster indicates health conscious customer group, second cluster reflects variety seeking customer
group, third cluster indicates sophisticated customer group and the final cluster indicates rational customer
group.

This pattern of cluster is well applicable for the district level analysis except in case of Howrah and West
Midnapore district and there is conformity to this trend. In both these two districts three clusters have been
derived.The first cluster indicates health conscious customer group, second cluster indicates rational customer
group and final cluster indicates fashion oriented customer group.

The umbilical cord of cluster is in the demographics and one found an association (Chi- Square) between the
cluster and the demographic variables, namely income, occupation and gender.The table CN-5.4.1 provides
backing to such conclusion. This is true for the macro level analysis as well as the micro level and the pattern
was same for also the district of Howrah and West Midnapore.
Table CN- 5.4.1 Association between cluster and the demographic variables

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Referring to the table CN 5.4.1 above one observes that the Chi-square result pertaining to cluster and gender
reflects the association in the case of macro level (aggregate), West Midnapore, Howrah and South 24
Paraganas at 1 % level of significance and associations are observed at 5 % level of significance in the case
of East Midnapore and Hooghly district.

Again, association is observed between Cluster and income at 1% level of significance in case of West
Midnapore, Hooghly and South 24 Parganas and at 5% level of of significance, in case of macro level, East
Midnapore and Howrah district.

Further, association is observed between cluster and occupation at 1% level of significance in case of macro
level, West Midnapore, and at the 5% level of of significance, in the case of East Midnapore, Hooghly,
Howrah and South 24 Paraganas.

Having done the association one looked for further association of belief with demographic variables. The
result of association is represented in table CN-5.4.2
Table CN-5.4.2 showing the association between belief and demographic variables

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 191

Referring to the table CN 5.4.2 , one observes that the Chi-square result pertaining to belief and gender
reflects the association in the case of aggregate, West Midnapore, Howrah and South 24 Paraganas at 1 %
level of significance and at the 5 % level of significance association are observed in the case of East
Midnapore and Hooghly disrict.

Again, an associations are observed between belief and occupation at 1% level of significance in case of macro
level and Hooghly district and at the 5% level of of significance, associations are observed in case of West
Midnapore, East Midnapore, Howrah and South 24 Paraganas.

Further, an association is found between belief and income at 1% level of significance in case of macro level,
East Midnapore, Howrah and South 24 Paraganas and at the 5% level of significance in case of West
Midnapore and Hooghly district.

Having done the association one looked for further association of belief with motivation and motivation with
attitude at macro as well as micro levels. The finding as stated in the table CN-5.4.3

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Table CN-5.4.3 represents the association between belief and motivation and also association between
motivation and attitude at macro as well as micro levels.

Referring to the table CN 5.4.3 above one observes that the Chi-square result pertaining to belief and
motivation reflects the association in the case of aggregate, East Midnapore and South 24 Paraganas, at 1 %
level of significance and at the 5 % level of significant association are observed in case of West Midnapore,
Hooghly and Howrah district. Again, an association is found between motivation and attitude at 1% level in
case of macro level (aggregate) and micro level (districts) data.

In the last part of the conclusion the researcher has concentrated on institutional buyers. The preference of
institutional buyers is completely different from the individual buyers, i.e., normal households. The cotton mat
is the 1st preference of the institutional buyers for the institutional activities followed by synthetic fiber mat
and natural fiber mat as 2nd and 3rd preference respectively. While the natural fiber mat is the 1st preference of
the individual buyer followed by synthetic fiber mat and cotton mat as 2nd and 3rd preference respectively. The
reasons could be cost of the product, use pattern i.e, very rough use, washing facility of the product.

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The demographic profile of the institutional buyers reflects that the modal class of the mat using religious
institution is Muslim and infrastructure wise modal class of the mat using institutions are pucca i.e.,
constructed of concrete. Referring to the annual income in terms of rupee, modal class of institutional buyers
belong to the income group of Rs. 400000 and above followed closely by income group Rs. 100001- Rs.
200000. The main source of funding of the institutional buyers is donation from the locality followed by the
donation from the outside.

The behavioural profile of the institutional buyers in terms of size of purchase at a time is 10 units to 20
units. The purchase cycle of the institutional buyers is 1-2 years between last purchase to present purchase.
The monetary value of the product brought every year is in the modal class of Rs. 1001 to Rs. 1500 followed
by the category Rs.500 to Rs. 1000. The uses pattern of the mat in institutions reflects uses as speciality
followed by both categories.

In reference to belief of institutional buyers the researcher performed factor analysis and considered total of
ten factors. The ten factors were reduced to seven, i.e., to say three factors had a loading of less than 0.5. Thus,
using the factor analysis the seven factors considered were reduced to three, namely, modernization factor,
decoration and receptions factor and performance factor. The table CN-5.5 showing the grouping of the ten
factors under the three factors head.

Table CN-5.5 showing the grouping of belief factors of institutional buyers

Modernization factor Decoration and receptions Performance factor

factor

Makes Modern Decoration Performance

Status Reception of guest

Culture

Function/ Event

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The researcher dwells into the ranking of factors responsible for motivating the institutional buyers. The
motivational factors considered were quantity, delivery time, negotiation power, performance guarantee,
behaviour of the suppliers, price and service. The researcher observes that the price of the product is the most
important motivational factor ,followed by delivery time, followed by the quantity of purchase and so on.

In reference to attitude a total of sixteen attitudinal factors were considered. To reduce the factor the
researcher has performed factor analysis and factor loading of 0.5 or more was only considered. In this case
sixteen factors were reduced to thirteen i.e., to say three factors had a loading of less than 0.5.

Using factor analysis the thirteen factors considered were reduced to five, namely, functional factor,
sophisticated factor, environmental factor, rational factor and operational factor. The summary table CN-
5.6 showing the grouping of thirteen variables under the five factors head.

Table CN-5.6 grouping of attitudinal attributes of institutional buyers

Functional Factor Rational Economic Measuremen Operational Factor

Factor Factor t Factor

Washable Quantity Quality Size Season

Accessibility Price Durability Easy to handle

Healthier

Design

Religion

Variety

One has tried to find out cluster in the attitudinal variables using K means cluster. Two clusters have been
derived. The first cluster indicates trendy institutional buyers and second cluster indicates the rational
institutional buyers.

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The umbilical cord of the cluster has in the demographic and one found an association (Chi-Square) between
the clustering and the institutional profiles, namely income (donation), age of the institution and infrastructure
of the institution. The summary table CN-5.7 provides support to such conclusion.

Table CN-5.7 showing the association between clustering and institutional profile

Attribute 1% level of 5% level of

significance significance
Income (Donation) * √
Clustering
Age* Clustering √
Infrastructure*Clustering √

Having done the association one looked for further association of demographic variables with belief, followed
by belief with motivation and motivation with attitude.

Table CN- 5.8 showing association of demographic variables with belief , belief with motivation and
motivation with attitude.

Attribute At the 1% level of

Significance
Income (Donation) * Belief √

Age* Belief √
Infrastructure*Belief √
Belief * Motivation √
Motivation * Attitude √

Alluding to the table CN-5.8 over, one sees that the chi-square outcome relating to referenced segment
factors and conviction are critical at 1% degree of importance. Further, affiliations are seen among
conviction and inspiration and inspiration and mentality at 1% degree of importance.

Limitations of the Review

The information assortment was bound to just five regions of West Bengal in India. The replication of the
investigation of various locales of West Bengal would empower better generalizability of the discoveries
of the review. Once more, since it is a contextual investigation of Mat Industrywith reference to West

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Bengal the ends may not be relevant to other such sort of industry.
The current review investigated just the particular inside determinants specifically, conviction,
inspiration and demeanor to inspect the effect on pre-buy conduct. In this way, outside determinants to
be specific culture, social class sub-culture could be viewed as in future examination on pre-buy
conduct.
The develop of the instrument in particular, organized non-disguished survey a few times could have
impediment of being structure i.e., not being unstructured. In this manner, while getting reaction the
information assortment was restricted to the organized build. In any case, the scientist attempted to limit
this restriction by doing a polit study and reexamining the instrument.
The boundaries considered for inspiration were in order to the Maslows need progressive system factors.
Since, there are other inspiration models likewise there could be proof of certain impediments of
specific a different elements not being thought of. While considering factors affecting perspectives the
boundaries considered were drawn from the wellsprings of writing survey. Accordingly, it is
conceivable that the couple of elements probably won't have been thought of. Notwithstanding, the
analyst has taken wariness to occurring by directing polit overview and including a few attitudinal
factors likewise from the input of respondents of polit study.

Recommendations for future examination

Research comparable review relating to various different areas as well as different states in India will
help this relationship among conviction and inspiration and inspiration and mentality to be approved and
summed up. Accordingly, research toward this path in future will be adept and advantageous.

Further review could likewise be proposed in which effect of other interior factors of pre-buy in
particular, learning and discernment be consolidated alongside conviction, inspiration and disposition in
understanding pre-buy conduct regarding mat. A concentrate toward this path will have the effect of
inward factors on pre-buy conduct choice more pertinent and complete.
This was a causal exploration plan. Accordingly, in some cases such kind of plan is utilized to likewise
foster model. Be that as it may, a model could be created consolidating reality. In research this is
reflected through longitudinal review. The scientist thusly feels that the accompanying the examination
procedure and the pathway utilizing a longitudinal information base a model mirroring the strength of
inner factors concerning this study could be tried.

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ANNEXURE

Table AI-4.2.1.1

Observed paired data preferences at macro level

P1 P2 P3 P4 P5
P1 - 54 14 12 04
P2 340 - 196 121 56
P3 380 198 - 124 55
P4 382 273 270 - 143
P5 390 338 339 251 -

Table AI-4.2.1.2

Probability of preferences at macro level

P1 P2 P3 P4 P5
P1 - 0.14 0.04 0.03 0.01
P2 0.86 - 0.49 0.31 0.14
P3 0.96 0.51 - 0.32 0.14
P4 0.97 0.69 0.68 - 0.36
P5 0.99 0.86 0.86 0.64 -

Table AI-4.2.1.3
Z score of macro level

P1 P2 P3 P4 P5
P1 - -1.09 -1.76 -1.89 -2.34
P2 1.09 - 0.03 0.50 -1.76
P3 1.76 0.03 - -0.47 -1.76
P4 1.89 0.50 0.47 - -0.36
P5 2.34 1.76 1.76 0.36 -
∑ 7.08 1.20 0.50 -1.50 -6.22
Average 1.42 0.24 0.10 -0.3 -1.24
Z Score 2.66 1.48 1.34 1.21 0

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Table AI-4.2.3.1.1

Observed paired data of belief at macro level

C1 C2 C3 C4 C5
C1 0 94 42 45 59
C2 300 0 131 56 134
C3 352 263 0 76 221
C4 349 338 318 0 310
C5 335 260 173 84 0

Table AI-4.2.3.1.2
Probability of belief at macro level

C1 C2 C3 C4 C5
C1 0 0.24 0.11 0.12 0.15
C2 0.76 0 0.33 0.14 0.34
C3 0.89 0.67 0 0.19 0.56
C4 0.88 0.86 0.81 0 0.79
C5 0.85 0.66 0.44 0.21 0

Table AI 4.2.3.1.3

Z score of belief at macro level

C1 C2 C3 C4 C5
C1 0 -0.71 -1.23 -1.18 -1.04
C2 0.71 0 -0.44 -1.09 -0.42
C3 1.23 0.44 0 -0.88 0.16
C4 1.88 1.09 0.88 0 0.81
C5 1.04 0.42 -0.16 -0.81 0
∑ 4.86 1.24 -0.95 -3.96 -0.49
∑/n 0.972 0.25 -0.19 -0.79 -0.10
∑/n +(0.79) 1.62 1.04 0.60 0 0.69
Rank I II IV V III

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Table AI- 4.2.3.2.1

Observed paired data of motivation at macro level

M1 M2 M3 M4 M5
M1 0 50 100 54 67
M2 344 0 292 173 266
M3 294 102 0 99 153
M4 340 221 295 0 266
M5 327 128 241 128 0
Table AI-4.2.3.2.2

Probability of motivation at macro level

M1 M2 M3 M4 M5
M1 0 0.13 0.25 0.14 0.17
M2 0.87 0 0.74 0.44 0.68
M3 0.75 0.26 0 0.23 0.39
M4 0.86 0.56 0.77 0 0.68
M5 0.83 0.32 0.61 0.32 0

Table AI-4.2.3.2.3

Z score of motivation at macro level

M1 M2 M3 M4 M5
M1 0 -1.13 -0.68 -1.09 -0.96
M2 1.13 0 0.65 -0.16 0.47
M3 0.68 -0.65 0 -0.74 -0.28
M4 1.09 0.16 0.74 0 0.47
M5 0.96 -0.47 0.28 -0.47 0
∑ 3.86 -2.09 0.99 -2.46 -0.30
∑/n 0.77 -0.42 0.20 -0.49 -.06
∑/n +(0.79) 1.26 0.07 0.69 0 0.43
Rank I IV II V III

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Religious Institution

Table RI-4.2.1.1

Observed paired data of preferences of product mat of religious institution

P1 P2 P3 P4 P5
P1 - 31 38 11 17
P2 09 - 25 07 05
P3 02 15 - 06 06
P4 29 33 34 - 19
P5 23 36 34 21 -

Table RI-4.2.1.2

Probability of paired data of Religious Institution

P1 P2 P3 P4 P5
P1 - 0.77 0.95 0.25 0.43
P2 0.23 - 0.63 0.18 0.13
P3 0.05 0.37 - 0.2 0.15
P4 0.75 0.82 0.8 - 0.48
P5 0.57 0.87 0.85 0.52 -

Table- RI-4.2.1.3

Z score of religious institution

P1 P2 P3 P4 P5
P1 - 0.74 1.65 -0.68 -0.18
P2 -0.74 - 0.34 -0.92 -1.13
P3 -1.65 -0.34 - -0.85 -1.04
P4 0.68 0.92 0.85 - -0.06
P5 0.18 1.13 1.04 0.06 -
Total -1.53 2.45 3.88 -2.39 -2.41
Average -0.31 0.49 0.78 -0.48 -0.49
Z* 0.18 0.98 1.27 0.01 0

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Table RI- 4.2.3.2.1

Paired data of motivation of religious institution

Attributes M1 M2 M3 M4 M5 M6 M7
M1 0 26 16 05 19 37 18
M2 14 0 16 03 11 34 11
M3 24 24 0 06 19 38 21
M4 35 37 34 0 34 40 31
M5 21 29 21 06 0 39 17
M6 03 06 02 00 01 0 03
M7 22 29 19 09 23 37 0

Table RI- 4.2.3.2.2

Probability of motivation of religious institution

Attributes M1 M2 M3 M4 M5 M6 M7
M1 0 0.65 0.4 0.12 0.47 0.92 .45
M2 0.35 0 0.4 0.08 0.28 0.85 0.28
M3 0.60 0.60 0 0.15 0.48 0.95 0.53
M4 0.88 0.92 0.85 0 0.85 1 0.77
M5 0.53 0.72 0.52 0.15 0 0.97 0.42
M6 0.08 0.15 0.05 00 0.03 0 0.08
M7 0.55 0.72 0.47 0.23 0.58 0.92 0

Table RI-4.2.3.2.3

Z score of motivation of religious institution

Attributes M1 M2 M3 M4 M5 M6 M7
M1 0 0.39 - -1.18 - 1.41 -0.13
0.26 0.08
M2 - 0 - -1.41 - 1.04 -0.59
0.39 0.26 0.59
M3 0.26 0.26 0 -1.04 - 1.65 0.08
0.06
M4 1.18 1.41 1.04 0 1.04 3.09 0.75
M5 0.08 0.59 0.06 -1.04 0 1.89 -0.21
M6 - -1.04 - -3.09 - 0 -1.41
1.41 1.65 1.89
M7 0.13 0.59 - -0.75 0.21 1.41 0
0.08
∑ - 2.20 - -8.51 - 10.49 -1.51
0.15 1.15 1.37
Average - 0.31 - -1.22 - 1.50 -0.22
0.02 0.16 0.20
Z* 1.20 1.51 1.06 0 1.02 2.72 1.0

Page 249 of 244

 250

Table WMI-4.2.1.1

Observed paired data of preference of mat of West Midnapore

P1 P2 P3 P4 P5
P1 - 12 5 3 2
P2 66 - 40 26 11
P3 73 38 - 22 7
P4 75 52 56 - 24
P5 76 67 71 54

Table-WMI-4.2.1.2
Probability of Paired data of West Midnapore

P1 P2 P3 P4 P5
P1 - 0.15 0.07 0.04 0.03
P2 0.85 - 0.51 0.33 0.14
P3 0.93 0.49 - 0.28 0.09
P4 0.97 0.67 0.72 - 0.31
P5 0.96 0.86 0.91 0.69 -

Table- WMI-4.2.1.3
Z score of preferences of West Midnapore

P1 P2 P3 P4 P5
P1 - -1.04 -1.48 -1.89 -1.76
P2 1.04 - 0.03 -0.44 -1.09
P3 1.48 -0.03 - -0.59 -1.35
P4 1.89 0.44 0.59 - -0.51
P5 1.76 1.09 1.35 0.51 -
Total 6.17 0.46 0.49 -2.41 -4.71
Average 1.23 0.09 0.10 -0.48 -0.94
Z* 2.17 1.03 1.04 0.46 0

Page 250 of 244

 251

Table WMI-4.2.3.1.1
Observed paired data of belief of West Midnapore

C1 C2 C3 C4 C5
C1 - 19 07 05 08
C2 59 - 26 08 22
C3 71 52 - 23 42
C4 73 70 55 - 62
C5 70 56 36 16 -

Table WMI-4.2.3.1.2
Probability of belief paired data of West Midnapore

C1 C2 C3 C4 C5
C1 - .24 0.09 0.04 0.1
C2 .76 - .33 0.1 .28
C3 .91 .67 - .29 .54
C4 .96 .90 .71 - .79
C5 .90 .72 .46 .21 -

Table WI- 4.2.3.1.3

Z score of belief of West Midnapore

C1 C2 C3 C4 C5
C1 - -0.71 -1.36 -1.77 -1.29
C2 0.71 - -0.45 -1.29 -0.59
C3 1.36 0.45 - -0.57 0.12
C4 1.77 1.29 0.57 - 0.82
C5 1.29 0.59 -0.12 -0.82 -
∑ 5.13 1.62 -1.36 -4.45 -0.94
Average 1.03 0.32 -0.27 -0.89 -0.19
Z* 1.92 1.21 0.62 0 0.70

Page 251 of 244

 252

Table WMI-4.3.2.1
Observed paired data of motivation of West Midnapore

M1 M2 M3 M4 M5
M1 - 02 20 02 08
M2 76 - 75 34 57
M3 58 03 - 04 12
M4 76 44 74 - 60
M5 70 21 66 18 -

Table WMI-4.3.2.2
Probability of paired data of motivation of West Midnapore

M1 M2 M3 M4 M5
M1 - 0.03 0.26 0.03 0.1
M2 0.97 - 0.96 0.44 0.63
M3 0.74 0.04 - 0.05 0.15
M4 0.97 0.56 0.95 - 0.77
M5 0.90 0.27 0.85 0.23 -

Table WMI-4.3.2.3
Z score of motivation of West Midnapore

M1 M2 M3 M4 M5
M1 - -1.89 -0.65 -1.89 -1.29
M2 1.89 - 1.76 -0.16 0.34
M3 0.65 -1.76 - -1.65 -1.04
M4 1.89 0.16 1.65 - 0.74
M5 1.29 -0.34 1.04 -0.74 -
∑ 5.72 -3.83 3.80 -4.44 -1.25
Average 1.14 -0.77 0.76 -0.89 -0.25
Z* 2.03 0.12 1.65 0 0.64

Page 252 of 244

 253

Table-EMI-4.2.1.1
Observed paired data of preference of mat of East Midnapore

P1 P2 P3 P4 P5
P1 - 5 3 4 0
P2 75 - 42 27 18
P3 77 38 - 33 11
P4 76 53 47 - 24
P5 80 62 69 56 -

Table EMI-4.2.1.2
Probability of preference paired data of East Midnapore

P1 P2 P3 P4 P5
P1 - .06 .04 .05 0
P2 .94 - .52 .34 .12
P3 .96 .48 - .41 .14
P4 .95 .66 .59 - .30
P5 1 .78 .86 .70 -

Table EMI-4.2.1.3
Z score of preferences of East Midnapore

P1 P2 P3 P4 P5
P1 - -1.56 -1.76 -1.65 -3.09
P2 1.56 - 0.06 -0.42 -0.78
P3 1.76 -0.06 - -0.23 -1.09
P4 1.65 0.42 0.23 - -0.53
P5 3.09 0.78 1.09 0.53 -
Total 8.06 -0.40 -0.37 -1.75 -5.49
Average 1.61 -0.08 -0.07 -0.35 -1.1
Z* 2.71 1.02 1.03 0.75 0

Page 253 of 244

 254

Table EMI-4.2.3.1.1
Observed paired data of belief of East Midnapore

C1 C2 C3 C4 C5
C1 - 20 14 06 16
C2 60 - 28 05 27
C3 66 52 - 07 47
C4 74 75 73 - 72
C5 64 53 33 08 -

Table EMI-4.2.3.1.2
Probability of belief paired data of East Midnapore

C1 C2 C3 C4 C5
C1 - .25 .18 .08 .20
C2 .75 - .35 .06 .34
C3 .82 .65 - .09 .59
C4 .92 .94 .91 - .90
C5 .80 .66 .41 .10 -

Table EMI-4.2.3.1.3
Z score belief of East Midnapore

C1 C2 C3 C4 C5
C1 - -0.68 -0.92 -1.41 -0.85
C2 0.68 - -0.39 -1.56 -0.42
C3 0.92 0.39 - -1.35 0.50
C4 1.41 1.56 1.35 - 1.29
C5 0.85 0.42 -0.5 -1.29 -
∑ 3.86 1.69 -0.46 -5.61 0.52
Average 0.77 0.34 -0.09 -1.12 0.10
Z* 1.89 1.46 1.03 0 1.22

Page 254 of 244

 255

Table EMI- 4.2.3.2.1

Observed paired data of motivation of East Midnapore

M1 M2 M3 M4 M5
M1 - 06 19 06 07
M2 74 - 67 35 54
M3 61 13 - 13 28
M4 74 45 67 - 54
M5 73 26 52 26 -

Table EMI-4.2.3.2.2
Probability of motivation paired data of East Midnapore

M1 M2 M3 M4 M5
M1 - 0.08 0.24 0.08 0.09
M2 0.92 - 0.84 0.44 0.68
M3 0.76 0.16 - 0.16 0.35
M4 0.92 0.56 0.84 - 0.68
M5 0.91 0.32 0.65 0.32 -

Table EMI-4.2.3.2.3
Z score of motivation of East Midnapore

M1 M2 M3 M4 M5
M1 - -1.41 0.71 -1.41 -1.35
M2 1.41 - 1.0 -0.16 0.47
M3 0.71 -1.0 - -1.0 -0.39
M4 1.41 0.16 1.0 - 0.47
M5 1.35 -0.47 0.39 -0.47 -
Average 0.98 -0.54 0.62 -0.61 -0.16
Z value 1.59 0.07 1.23 0 0.45

Table HOI -4.2.1.1

Observed paired data of preferences of district Hooghly

P1 P2 P3 P4 P5
P1 - 7 1 2 1
P2 71 - 49 25 13
P3 77 29 - 23 16
P4 76 43 55 - 28
P5 77 65 62 50 -

Page 255 of 244

 256

Table HOI-4.2.1.2
Probability of paired data of preferences of district Hooghly

P1 P2 P3 P4 P5
P1 - .09 .01 .02 .01
P2 .91 - .63 .45 .17
P3 .99 .37 - .3 .21
P4 .98 .55 .70 - .36
P5 .99 .83 .79 .64 -

Table HOI-4.2.1.3
Z score of preferences of district Hooghly

P1 P2 P3 P4 P5
P1 - -1.35 -2.34 -2.06 -2.34
P2 1.35 - 0.35 -0.13 -0.96
P3 2.34 -0.35 - -0.53 -0.81
P4 2.06 0.13 0.53 - -0.35
P5 2.34 0.96 0.81 0.36 -
Total 8.09 -0.61 -0.65 -2.36 -4.46
Average 1.62 -0.12 -0.13 -0.47 -0.89
Z* 2.51 0.77 0.76 0.42 0

Table HOI- 4.2.3.1.1

Observed paired data of beliefs of Hooghly district

C1 C2 C3 C4 C5
C1 - 23 0 08 08
C2 55 - 18 09 31
C3 78 60 - 21 43
C4 70 69 57 - 69
C5 70 47 35 09 -

Table HOI-4.2.3.1.2
Probability of belief paired data of Hooghly district

C1 C2 C3 C4 C5
C1 - 0.29 0 0.1 0.1
C2 0.71 - 0.23 0.12 0.40
C3 1 0.77 - 0.27 0.51
C4 0.90 0.88 0.73 - 0.88
C5 0.90 0.60 0.49 0.12 -

Page 256 of 244

 257

Table HOI- 4.2.3.1.3

Z score of beliefs of Hooghly district

C1 C2 C3 C4 C5
C1 - -0.56 -3.09 -1.29 -1.29
C2 0.56 - -0.74 -1.18 -0.26
C3 3.09 0.74 - -0.62 0.03
C4 1.29 1.18 0.62 - 1.18
C5 1.29 0.26 0.49 -1.18 -
∑ 6.23 1.26 -2.72 -4.27 -0.34
Average 1.25 0.32 -0.54 -0.85 -0.07
Z* 2.10 1.17 0.31 0 0.78

Table HOI-4.2.3.2.1
Observed paired data of motivation of Hooghly district

M1 M2 M3 M4 M5
M1 - 14 25 18 15
M2 64 - 54 29 49
M3 53 24 - 25 34
M4 60 49 53 - 49
M5 63 29 44 29 -

Table HOI-4.2.3.2.2
Probability of motivation paired data of Hooghly district

M1 M2 M3 M4 M5
M1 - 0.18 0.32 0.23 0.19
M2 0.82 - 0.69 0.37 0.63
M3 0.68 0.31 - 0.32 0.43
M4 0.77 0.63 0.68 - 0.63
M5 0.81 0.37 0.57 0.37 -

Table HOI-4.2.3.2.3
Z score of motivation of Hooghly district

M1 M2 M3 M4 M5
M1 - -0.92 -0.47 -0.74 -0.88
M2 0.92 - 0.5 -0.34 0.34
M3 0.47 -0.5 - -0.47 -0.18
M4 0.74 0.34 0.47 - 0.34
M5 0.88 -0.34 0.18 -0.34 -
Average 0.60 -0.28 0.14 -0.38 -0.08
Z value 0.98 0.10 0.52 0 .30

Page 257 of 244

 258

Table HWI- 4.2.1.1

Observed paired data of preferences of Howrah district

P1 P2 P3 P4 P5
P1 - 13 1 2 0
P2 65 - 32 21 05
P3 77 46 - 25 08
P4 76 57 53 - 19
P5 78 73 70 59 -

Table HWI- 4.2.1.2

Probability of preference paired data of Howrah district

P1 P2 P3 P4 P5
P1 - .17 .01 .04 0
P2 .83 - .41 .27 .07
P3 .99 .59 - .32 .10
P4 .96 .73 .68 - .24
P5 1 .93 .90 .76 -

TableHWI-4.2.1.3
Z score of preference of Howrah district

P1 P2 P3 P4 P5
P1 - -.96 -2.34 -1.76 -3.09
P2 .96 - -0.23 -0.62 -1.48
P3 2.34 0.23 - -0.48 -1.29
P4 1.76 0.62 0.48 - -0.72
P5 3.09 1.48 1.29 0.72 -
Total 8.15 1.37 -0.8 -2.14 -6.58
Average 1.63 0.27 -0.16 -0.43 -1.32
Z* 2.95 1.59 1.16 0.89 0

Table HWI-4.2.3.1.1
Observed paired data of belief of Howrah district

C1 C2 C3 C4 C5
C1 - 15 09 15 13
C2 63 - 38 25 32
C3 69 40 - 24 37
C4 63 53 54 - 49
C5 65 46 41 29 -

Page 258 of 244

 259

Table HWI-4.2.3.1.2
Probability of belief paired data of Howrah district

C1 C2 C3 C4 C5
C1 - .19 .12 .19 .17
C2 .81 - .49 .32 .41
C3 .88 .51 - .31 .48
C4 .81 .68 .69 - .63
C5 .83 .59 .52 .37 -

Table HWI- 4.2.3.1.3

Z score of belief of Howrah district

C1 C2 C3 C4 C5
C1 - -0.88 -1.18 -0.88 -0.96
C2 0.88 - -0.03 -0.47 -0.23
C3 1.18 0.03 - -0.5 -0.06
C4 0.88 0.47 0.5 - 0.34
C5 0.96 0.23 0.06 -0.34 -
Average 0.78 -0.03 -0.13 -0.44 -0.18
Z value 1.22 0.41 0.31 0 0.26

Table HWI- 4.2.3.2.1

Observed paired data of motivation of Howrah district

M1 M2 M3 M4 M5
M1 - 02 14 24 14
M2 76 - 62 53 65
M3 64 16 - 43 30
M4 54 25 35 - 35
M5 64 13 48 43 -

Table HWI-4.2.3.2.2
Probability of motivation paired data of Howrah district

M1 M2 M3 M4 M5
M1 - 0.03 0.18 0.31 0.18
M2 0.97 - 0.80 0.68 0.84
M3 0.82 0.20 - 0.55 0.39
M4 0.69 0.32 0.45 - 0.45
M5 0.82 0.16 0.61 0.55 -

Page 259 of 244

 260

Table HWI- 4.2.3.2.3

Z score of motivation of Howrah district

M1 M2 M3 M4 M5
M1 - -1.89 -0.92 -0.5 -0.92
M2 1.89 - 0.85 0.47 1.0
M3 0.92 -0.85 - 0.13 -0.28
M4 0.5 -0.47 -0.13 - -0.13
M5 0.92 -1.0 0.28 0.13 -
Average 0.85 -0.84 0.02 0.05 -0.07
Z value 1.69 0 0.87 0.89 0.77

Table SPI-4.2.1.1
Observed paired data of preferences of South 24 Parganas

P1 P2 P3 P4 P5
P1 - 17 4 1 1
P2 63 - 33 12 09
P3 76 47 - 22 13
P4 79 68 59 - 48
P5 79 71 67 32 -

TableSPI-4.2.1.2
Probability of preferences of South 24 Parganas

P1 P2 P3 P4 P5
P1 - 0.21 0.05 0.01 0.01
P2 0.79 - 0.41 0.15 0.11
P3 0.95 0.59 - 0.26 0.16
P4 0.99 0.85 0.74 - 0.6
P5 0.99 0.89 0.84 0.4 -

Table SPI-4.2.1.3
Z score of preferences of South 24 Parganas

P1 P2 P3 P4 P5
P1 - -0.81 -1.65 -3.09 -3.09
P2 0.81 - -0.23 -1.04 -1.23
P3 1.65 0.23 - -0.65 -1.0
P4 3.09 1.04 0.65 - 0.26
P5 3.09 1.23 1.0 -0.26 -
Total 8.64 1.69 -0.23 -5.04 -5.06
Average 1.72 0.34 -0.05 -1.01 -1.02
Z* 2.74 1.36 0.97 0.01 0

Page 260 of 244

 261

Table SPI- 4.2.3.1.1

Observed paired data of belief of South 24 Parganas

C1 C2 C3 C4 C5
C1 - 18 01 10 03
C2 62 - 11 12 24
C3 79 69 - 21 51
C4 70 68 59 - 62
C5 77 56 29 18 -

Table SPI- 4.2.3.1.2

Probability of belief paired data of South 24 Parganas

C1 C2 C3 C4 C5
C1 - 0.23 0.01 0.13 0.04
C2 0.77 - 0.14 0.15 0.30
C3 0.99 0.86 - 0.26 0.64
C4 0.87 0.85 0.74 - 0.77
C5 0.96 0.7 0.36 0.23 -

Table SPI- 4.2.3.1.3

Z score of belief of South 24 Parganas

C1 C2 C3 C4 C5
C1 - -0.74 -2.33 -1.13 -1.76
C2 0.74 - -1.09 -1.04 -0.53
C3 2.33 1.09 - -0.65 0.36
C4 1.13 1.04 0.65 - 0.74
C5 1.76 0.53 -0.36 -0.74 -
Average 1.19 0.38 -0.63 -0.71 -0.24
Z value 1.90 1.09 0.08 0 0.47

Table SPI- 4.2.3.2.1

Observed paired data of motivation of South 24 Parganas

M1 M2 M3 M4 M5
M1 - 26 20 19 24
M2 54 - 33 34 38
M3 60 47 - 27 51
M4 61 46 43 - 49
M5 56 42 29 31 -

Page 261 of 244

Table SPI-4.2.3.2.2
Probability of motivation paired data of South 24 Parganas

M1 M2 M3 M4 M5
M1 - 0.33 0.25 0.24 0.30
M2 0.67 - 0.41 0.43 0.48
M3 0.75 0.59 - 0.46 0.64
M4 0.76 0.57 0.54 - 0.61
M5 0.70 0.52 0.36 0.39 -

Table SPI-4.2.3.2.3
Z score of motivation South 24 Parganas

M1 M2 M3 M4 M5
M1 - -0.44 -0.68 -0.71 -0.53
M2 0.44 - -0.23 -0.18 -0.06
M3 0.68 0.23 - -0.11 0.36
M4 0.71 0.18 0.11 - 0.28
M5 0.53 0.06 -0.36 -0.28 -
Average 0.47 0.016 -0.23 -0.26 0.012
Z value 0.73 0.28 0.03 0 0.27

Page 262 of 244

 Sample Questionnaire which was asked during research
Questionnaire for Normal Household

Section-1

1. Identification of the respondent (Individual as consumer)

No. Item and description Name/ code

a Name of the respondent

b Relation with Household Head

(Self-1; Spouse-2; Child;3 other-4)
c Name of the District

d Name of the Sub-division

e Name of the Block/Tehsil

f Gram Panchayat/ Urban Local Bodies

Section-2

2. Background Details of Household

No. Item and description Name/ code

a Gender of the Household Head

( Male-1; Female-2)
b Age of the respondent
(Upto 20 years-1; 21years-30 years-2; 31years-40 years-
3; 41 years-50 years-4; Above 50 years-5)
c Marital Status of Household
( Married-1; Unmarried-2; Widow/Widower-3; Divorce-
4)
d Type of house
( Pucca-1; Semi Pucca-2; Kutcha-3; Hut-4)
e No. of school/ college going Children in the
household Male

Female

Page 263 of 244

f Educational qualification of the household member
Illiterate-1; Middle School-2; High School-3;
College-4; University-5; Other- 9) Specify if other
Main Occupation of the primary bread earner of the
g household
(Agriculture -1; Agricultural labour-2; Services-3;
Business-
4; Other-9) Specify if other
h Monthly income ( average in Rs.) of the household
(Upto Rs.5000-1; Rs. 5001-Rs.10000-2;Rs. 10001-
Rs.15000-3;Rs. 15001-Rs.20000-4; AboveRs. 20000-5)
i Religion
(1-Hindu; 2- Muslim; 3-Chistian; 4- Jain; 5- Others)

j Social Category
(1-Sc; 2-ST; 3- OBC; 4- General)

Page 264 of 244

 Section-3

3) I have been using mat in home- a) Yes b) No

4) Presently how many mats have in your home?

a) one b) two c) three d) four e) five and more

5) One has been using mat in home- a) Regularly b) occasionally

6) Any mat specially uses in festival only– a) yes b) No

7) Is mat need more in case of guest- a) yes b) No

8) Mat is essentials commodity in a house

a) Strongly Disagree b) Disagree c) Undecided d) Agree e) Strongly Agree

9) How often do you buy mat for your home?

a) Less than 1 year b) 1- 2 years c) 2-3 years d) 3-4 years e) more than 4 years

10) How much amount do you spend to buy mat?

a) Upto Rs. 300 b) Rs.301-Rs.600 c) Rs.601-Rs.900 d) Rs.901-Rs.1200 e)

Above Rs.1200

11) Which is the suitable place of purchase mat?

a) Hatt/Bazar b) Hawkers c) Retail Shop d) Fair/ Exhibition e)Other

Page 265 of 244

 Section-4

13) Please rank the preference of different mats:

Parameters Rank No. of mats available

Natural fibre mat
Synthetic fibre mat
Cotton mat
Jute mat
Rubber mat

Section-5

14) Selection criteria/ opinion to purchase mat (please rank)

Parameters Ranking
Past experience
Parental suggestion
Friends opinion
Religion
Others (specify)

15) How important are the following regarding your beliefs while selecting your favorite mat?

Attributes\ Not at all Somewhat Neutral Somewhat Highly

Ranking important Important
Unimportan Important
t
Economic
Healthy
Safety
Eco-friendly

Page 266 of 244

 Section-6

16) Which is your main source of information regarding mat?

a) Personal b) commercial c) public local Head d) Expert person e)vendors’

WOM

17) How important are the following motivational attributes to selecting your favorite mat?

Attributes\ Not at all Somewhat Neutral Somewhat Highly

Rating important Important
Unimportant Important
Social Value
Religious Value
Traditional habit
Origin of mat

18) Ranking the Following motivational attributes regarding to selection of mat-

Attributes Ranking
Sleeping
Protecting
Education of children
Simple living
Others (Specify)

Page 267 of 244

 Section-7

19) I would like to buy the favorable items based on the following priority factor.

Attributes/ Strongly Disagree Undecided Agree Strongly

Rating Disagree Agree

Price

Quality

Origin of the
product

Durability

Design

Healthier

Eco- friendly

Positive image

Accessibility

Comfort
ability
Easy to handle

Variety

Size

Season

Signature of the Respondent

Page 268 of 244

 Questionnaire for Institutional Buyer

Section-1

1. Identification of the Institution

No Item and description Name/ code

.
a Name of the District
b Name of the Sub-division
c Name of the Block/Tehsil
d Gram Panchayat/ Urban Local Bodies

e Name of the Institute

f Name of the respondent

g Relationship with the institute

(Director-1, organizer-2, member-3,
other-4)

Section-2

2. Background Details of the institute

No. Item and description Name/

code
a Type of Religion
(1-Hindu; 2- Muslim; 3-Chistian; 4- Jain; 5- Others)
b Types of institution infrastructure
(Pucca-1; Semi Pucca-2; Kutcha-3)
c Purpose of the institution
d Main Sources of fund of the institute
(Membership fees-1; Donation from locality-2; Donation from outside-
3; Assets of institution-4; Government-5)
e Monthly income (average in Rs.) of the institute
(Upto Rs.100000-1; Rs100001-Rs.200000-2; Rs.200001-
Rs.300000-3; Rs.300001-Rs.400000-4; Above Rs. 400000-5)

Page 269 of 244

 Section-3

3. Mat have been using in the institution 1) yes 2) No

4. How many mats purchased at a time for institutional activities?

1) Upto 10 units 2) 11 units – 20 units 3) 21 units-30 units 4) 31units- 40units

5) Above-40 units

5. On every occasion of gathering the mat should be used in institution

1) Strongly Disagree 2) Disagree 3) Undecided 4) Agree

5) Strongly Agree

6) How often do the institute buy mat?

1) Less than 1 year 2) 1 year- 2 years 3) 2-3 years 4) 3-4 years 5) More than4 years

7) How much amount (average) does the institute spend to buy mat (per Unit)?

1) Upto Rs.500 2) Rs.501-Rs.1000 3) Rs.1001-Rs.1500 4) Rs.1501- Rs.2000

5) Above Rs.2000

8) Which of the following is suitable method of purchase of mat of the institution?

1) Tender/Bidding 2) Third party 3) Referrals 4) Expert person 5)Vender/

retailer

9) Mat is a Product purchased by organizational buyers as (tick whichever is applicable)

1) Commodity 2) Specialty 3) Both

10) Buying Decision is taken by

1) Head of the institute 2) Committee 3) Purchase Dept. 4) Expert member

5) Other

Page 270 of 244

 Section-4

11. Please rank the following items according to the present preference of mat of the
institution

Items Rank No. of mats Available

Natural fiber mat

Synthetic fiber mat

Cotton mat

Jute mat

Rubber mat

Section-5

12. How important are the beliefs regarding the following in reference to use of mats inthe
institution?

Attributes\ Not at all Somewhat Neutral Somewhat Highly

Ranking important Unimportant Important Important
Status
Culture
Makes Modern
Adaptability
Performance
Sleeps
Decoration
Member’s
Education
Function/ Event
Reception of
Guest

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 Section -6

13) Please rank the following factors according to Buyer’s Motivational role to make the
purchase of mat for the institution. (As 7 being highest and 1 being the lowest rank)

Factors Rank
Quantity
Delivery time
Negotiation Power
Performance guarantee
Behavior of Supplier
Price
Service

14) How important are the following motivational qualities to selecting your favorite mat?

Qualities\ Rating Not at all Somewhat Neutral Somewhat Highly

important Important
Unimportant Important
Economic value
Social Value
Religious Value
Traditional habit
Environmental Impact

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 Section- 7

15) Describe the following qualities in reference to priority of the buyers while
purchasing.

Attributes Strongly Disagree Disagree Undecided Agree Strongly

Agree
Price

Quality

Origin of the
Product

Durability

Quantity

Religion

Design

Healthier

Eco- friendly

Fashion

Accessibility

Comfort
ability
Easy to handle

Variety

Size

Washable

Season

Signature of the Respondent

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 Abstract

Title: Effect of Conviction, Inspiration and Demeanor on Pre-buy Conduct of Shopper in West
Bengal (An Instance of Mat Industry)

Comprehension of buyer conduct is a significant undertaking in showcasing. Buyer conduct regularly goes
through three particular stages, specifically, pre-buy, buy and post buy conduct. The pre-buy conduct
manages inward and outer impacts and choice cycle. The pre-buy choice interaction is reflected by mental
elements. The mental elements consolidate conviction, inspiration, demeanor, learning, discernment and so
on. This proposition chiefly centers around the effect of conviction, inspiration and disposition on pre-buy
conduct of customer regarding mats.
The current review underlines on the five mat utilization areas in West Bengal, in particular, West
Midnapore, East Midnapore, Hooghly, Howrah and South 24 Parganas. A sum of 400 ordinary families (80
from each region) and 40 strict foundations (institutional purchasers) were thought about as test size. Of the
400 ordinary families, six were not utilizing 'mat' during the time of study, i.e., a sum of 394 typical
families were the genuine respondents in this review. The analyst utilized multi-stage basic irregular
inspecting strategy to draw the example from the whole purview. The fundamental targets of the review
were to discover the job of conviction, inspiration and disposition in customer purchasing process in the
event of mat concerning ordinary families and institutional purchasers and furthermore to figure out the
relationship among conviction, inspirations and mentality that could affect pre-buy cycle of the two cases.
Right away, the full scale level investigation has been performed and afterward the miniature level i.e.,
locale wise examination has been performed. To discover the job of mental elements, in particular,
conviction and inspiration, the analyst utilized pair correlation test (Thrustone Case V) and for demeanor,
factor examination was performed. Bunch examination has additionally been performed for recognizing the
gathering of clients. Further, to figure out the relationship among conviction, inspiration and mentality, the
specialist performed affiliation test i.e., Chi-Square test.
From the beginning, the scientist tried the relationship between segment factors, to be specific, orientation,
occupation and pay and the grouping. Further, affiliation test was performed between segment factors and
conviction. Once more, the affiliation has been performed among conviction and inspiration and
furthermore inspiration and mentality. The specialist observed that the relationship between the particular
segment factors and bunching, segment factors and conviction, conviction and inspiration and inspiration
and demeanor were available at full scale as well as miniature levels at 1% degree of importance and in
couple of cases at 5% degree of importance. Thusly, the reasearcher infers that mental factors to be
specific, conviction, inspiration and disposition affect pre-buy conduct of mat shoppers.

Page 235 of 244

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