Thesis of Ghanshyam Sharma F

IMPACT OF ADVERTISEMENT AND BRAND IMAGE ON
CONSUMER BUYING BEHAVIOUR OF ELECTRONIC PRODUCTS-

HOME APPLIANCES (WASHING MACHINES, INVERTERS AND
MICROWAVE OVENS) IN NATIONAL CAPITAL REGION
Thesis submitted for the award of the degree of
DOCTOR OF PHILOSOPHY
in
Management Studies
by
Ghanshyam Sharma
Roll No. 1702990008
Under the supervision of

Dr. Avjeet Kaur
Department of Management Studies

School of Management & Commerce
K.R. MANGALAM UNIVERSITY
Sohna Road, Gurugram, Haryana, India
September 2021
This thesis is dedicated to my parents.
For their endless love, support and encouragement
i
Ghanshyam Sharma, 2020
CERTIFICATE OF DECLARATION
I, hereby, declare that the research work presented in the thesis titled “Impact of
advertisement and brand image on consumer buying behaviour of electronic products-
Home Appliances (Washing machines, inverters and Microwave Ovens) in National
Capital Region’’ submitted by me at the Department of Management, School of
Management and Commerce of K.R. Mangalam University, Gurugram, in fulfilment of
the requirement for the award of the degree of “Doctor of Philosophy” is an authentic
record of my original research work carried out under the Supervision of Dr. Avjeet
Kaur, Associate Professor. The work presented in this thesis has not been submitted by
me in any form (part or full) for any other degree or Diploma to this University or
elsewhere.
I further declare that, if my thesis is found copied or comes under plagiarism, copyright
violation or any legal dispute arises at any stage of time, I will be solely responsible for it
and the University shall have sole right to cancel my research work ab initio and the
degree.
Date: .................................................................... Signature & Name of the Candidate

(Ghanshyam Sharma)
Roll No.: 170290008
I/We certify that the research work done by Ghanshyam Sharma embodies original
work done by him/her under my/our supervision and vouch that there is no plagiarism
and that the work presented in this thesis has not been submitted for the award of any
other degree/diploma anywhere else and is in accordance with UGC-regulations.
Date: .................................................................... Signature & Name of the Supervisor

(Dr. Avjeet Kaur, Associate Professor)
Department of management
School of Management and Commerce
Signature
(Name)
SRC Chairperson
Date: .................................................................... School of Management and Commerce
© K.R. Mangalam University, Gurugram
Ph.D. thesis ii K.R. Mangalam University

Acknowledgement
First of all, I would like to thank the Almighty for showering His blessings on me
for the successful completion of this research study.
I owe my sincere gratitude to our Honourable Vice-Chancellor, Research Director
of K.R.Mangalam University, and all others for their continuous support and guidance to
accomplish this research study.
I owe my sincere thanks to my research supervisor Dr. Avjeet Kaur, Associate
Professor for her most valuable guidance, continuous support, suggestions, constant
mentoring, encouragement, and motivation rendered to me throughout this research
study that enabled me to successfully complete this research study. I thank her for
making herself available for my research study despite her hectic schedule.
I wish to express my sincere thanks to the doctoral committee members of
K.R.Mangalam University for their encouragement and ample guidance during the
research study.
I express my sincere gratitude and profound thanks to the Department of MBA
and management of K.R.Mangalam University for having provided all necessary facilities
during this research execution.
I also thank Dr. Bikram Rishi, Associate Professor, Institute Of Management
Technology, Ghaziabad, and Dr. S.C.Manchanda, Visiting Faculty, K.R.Mangalam
University for their valuable guidance in the completion of my research work. I am in
debited to Dr. Helaluddin of K.R.Managalam University for all the guidance and support
in preparing thesis as per university and UGC guidelines.
I am thankful to the registrar office and controller of exams for their exemplary
support during three and half year stay in the University as a research scholar.
Last but not the least, I owe my sincere thanks to my family members, friends,
colleagues, staff and respondents who provided the necessary support and information
for this research study, without which this research would not have been successfully
completed.
Regards,
Ghanshyam Sharma
Ph.D. thesis iii K.R. Mangalam University

Table of Contents
DEDICATION I
CERTIFICATE OF DECLARATION II
ACKNOWLEDGEMENT II
LIST OF FIGURES IIX
LIST OF TABLES XI
LIST OF SYMBOLS, ABBREVIATIONS XIII
PUBLICATION IN REFEREED JOURNALS XIV
ABSTRACT XV
CHAPTER 1 1
INTRODUCTION 1
1.1 Background 1
1.2 Electronic Home Appliances Industry in India 3
1.3 Electronic Home Appliances Consumption in India 4
1.4 Consumer Behaviour 4
1.5 Advertisement Influence 6
1.6 Brand Influence 8
1.7 Problem Statement 10
1.8 Objectives 11
1.9 Scope of the Study 11
1.10 Limitations of the study 12
1.11 Hypotheses Tested 12
1.12 Chapter Scheme 13
CHAPTER 2 15
REVIEW OF LITERATURE 15
2.1 Introduction 15
2.2 Electronic Home Appliances 15
2.2.1 Global Electronic Home Appliances Market 16
2.2.2 Electronic Home Appliances Market in India 17
2.3 Consumer Behaviour 27
2.4. Store Employee Behaviour 30
2.5 Subjective norms 31
Ph.D. thesis iv K.R. Mangalam University

2.6 Advertising 31
2.6.1 Objectives of advertising 33
2.6.2 Types of advertising 33
2.6.3 Impact of Advertisement on Consumer Buying Behaviour 34
2.7 Branding 36
2.7.1 Brands 36
2.7.2 Branding Strategies and Types of Brands 37
2.7.3 Brand Image 38
2.7.4 Effects of Brands on Customer Relationship 43
2.7.5 Impact of Brand Image on Consumer Buying Behaviour 44
2.8 Factors influencing Electronic Home Appliances Buying Behaviour 44
2.8.1 Consumer Involvement 45
2.8.2 Product Features 45
2.8.3 Service Team Behaviour 46
2.8.4 Peer References 46
2.8.5 Advertising influence 47
2.8.6 Brand Influence 50
2.9 Previous Studies 56
2.9.1 Previous Studies on Impact of Advertisement Medium on Consumer Buying
Behaviour 60
2.9.2 Previous Studies on the Impact of Brand Image on Consumer Buying Behaviour
65
2.10 Research Gap 71
2.11 Summary 71
CHAPTER 3 73
RESEARCH METHODOLOGY 73
3.1 Objectives of the Study 73
3.2 Research Model 74
3.2.1 Research Hypotheses 76
3.3 Research Design 81
3.3.1 Research method 83
3.3.2 Sources of data 83
3.4 Sampling Design 84
3.4.1 Sampling Technique 84
3.4.2 Sampling Frame Work 86
3.4.3 Sample Respondents 87
3.4.4 Sample Size 87
Ph.D. thesis v K.R. Mangalam University

3.5 Questionnaire Development 88

3.5.1 Instrument 88
3.6 Pilot Study 90
3.7 Data Collection 91
3.8 Data Analysis Tools 92
3.8.1 Simple Percentage 92
3.8.2 Reliability Analysis 93
3.8.3 Sample Adequacy and Model Fit 93
3.8.4 Factor Analysis 93
3.8.5 T-Test 93
3.8.6 Chi-square Test of Goodness of Fit 93
3.8.7 Analysis of Variance (ANOVA) 94
3.8.8 Correlation 94
3.8.9 Simple Regression 94
3.8.10 Multiple Regression 94
3.8.11 Mediation Regression 95
3.9 Statistical Software Used 95
CHAPTER 4 96
DATA ANALYSIS AND INTERPRETATION 96
4.1 Demographic Descriptive 96
4.1.1 Gender Wise Classification of Respondents 96
4.1.2 Age Wise Classification of Respondents 97
4.1.3 Education Wise Classification of Respondents 98
4.1.4 Employment Wise Classification of Respondents 99
4.1.5 Income Wise Classification of Respondents 100
4.2 Simple Percentage Analysis 101
4.2.5 Advertisement Influence 108
4.2.7 Electronic home appliances Buying Behaviour 112
4.3 Reliability Statistics 116
4.3.1 KMO and Bartlett's Test 117
4. 4 T- Test 118
4.4.2 T-Test: Product Features 119
Ph.D. thesis vi K.R. Mangalam University

4.4.3 T-Test: Service Team Behaviour 120

4.4.4 T-Test: Peer References 121
4.4.5 T-Test: Advertisement Influence 122
4.4.6 T-Test: Brand Influence 123
4.4.7 T- Test: Electronic home appliances Buying Behaviour 124
4.5 Chi-Square Test Statistics 125
4.5.1 Chi-Square (Non-Parametric) – Demographics 125
4.5.2 Chi-Square (Non-Parametric) – Factors 126
4.5.3 Chi-Square Test for Comparison between Age and Research Variables 126
4.5.4 Chi-Square Test for Comparison between Annual Income and Research
Variables 127
4.5.5 Chi-Square Test for Comparison between Gender and Research Variables 128
4.5.6 Chi-Square Test for Comparison between Education and Research Variables 129
4.5.7 Chi-Square Test for Comparison between Employment and Research Variables
131
4.6 Analysis Of Variance (ANOVA) 131
4.6.1 ANOVA – Age Vs all factors 131
4.6.2 ANOVA – Income Vs All Factors 133
4.6.3 ANOVA – Gender Vs All factors 135
4.6.4 ANOVA – Education Vs Selected Factors 136
4.6.5 ANOVA – Employment Vs all factors 138
4.7 Confirmatory Factor Analysis 140
4.7.5 Advertisement Influence 142
4.7.7 Electronic home appliances Buying Behaviour 143
4.8 Correlation Analysis 144
4.8.1 Correlation within the Factor – Consumer Involvement, Advertisement
Influence, Brand Influence and Buying Behaviour 144
4.8.2 Correlation within the Factor Product features, Advertisement Influence, Brand
Influence, and Buying Behaviour 145
4.8.3 Correlation within Factor- Service Team Behaviour, Advertisement Influence,
Brand Influence, and Buying Behaviour 147
4.8.4 Correlation within Factor- Peer References, Advertisement Influence, Brand
Influence, and Buying Behaviour 148
4.8.5 Correlation within Factor- Advertisement influence, Brand influence and Buying
Behaviour 149
4.8.6 Correlation within Factor- Brand Influence and Buying Behaviour 150
Ph.D. thesis vii K.R. Mangalam University

4.8.7 Correlation between Factors 151

4.9 Regression Analysis 153
4.9.1 Simple Regression 153
4.9.2 Multiple Regressions 159
4.9.3 Mediation Regression Analysis 162
CHAPTER 5 96
FINDINGS AND SUMMARY 169
5.1 Demographics 169
5.1.1 Findings for Consumer Involvement 169
5.1.2 Findings for Product Features 171
5.1.3 Findings for Service Team Behavior 173
5.1.4 Findings for Peer References 174
5.1.4 Findings for Advertisement Influences 176
5.1.6 Findings for Brand Influences 178
5.1.7 Findings for Electronic Home Appliances Buying Behavior 179
CHAPTER 6 183
CONCLUSIONS AND DISCUSSION 183
6.1 Conclusions & Discussion 183
CHAPTER 7 189
RECOMMENDATIONS 189
7.1 Recommendations 189
7.1.1. For Companies 189
7.1.2. For Consumers 193
7.1.3. For Government 194
CHAPTER 8 195
FUTURE SCOPE OF WORK 195
8.1. Future Scope of work 195
REFERENCES 197
Appendix-I: Questionnaire 217
Appendix-II: Research Papers 229
Appendix-III: Brief Biography of Ghanshyam Sharma 290
Appendix-IV: Brief Biography of DR. Avjeet Kaur 292
Appendix-V: Plagiarism Certificate 293
Ph.D. thesis viii K.R. Mangalam University

List of Figures
Figure TITLES Page. No

No.
2.1 Global Home appliances market estimated value in US$ Billion 17
2.2 Indian Electronic Industry 18
2.3 Household penetration of home appliances in 2013 20
2.4 White Goods Market in India in FY18 (US$ billion) 21
2.5 Indian Appliance and Consumer Electronics Industry (US$ billion) 22
2.6 Production of Major White Goods (lakh units) 24
2.7 Indian Household appliances market by distribution channel 25
revenue share in 2017-19
2.8 Year-On-Year Growth in Consumer Durables Production as per 25
IIP
2.9 Advantage India for Consumer electronics and appliances 26
market in India
2.10 Generic Model or Black Box Model of Consumer Behaviour 28
2.11 "Iceberg" model of the brand equity 39
2.12 Keller’s Brand Equity CBBE Mode 40
2.13 Aaker’s brand Equity Model 42
3.1 Research Model 74
3.2 National Capital Region (NCR) in India 86
3.3 Major Cities of NCR 87
4.1 Gender of the Respondents 96
4.2 Age Income of the Respondents 97
4.3 Education of the Respondents 98
4.4 Employment of the Respondents 99
4.5 The income of the Respondents 100
4.6 Simple Regression – Independent Variables Vs. Advertisement 154
Influences
4.7 Simple Regression – Independent Variables Vs. Brand Influences 156
4.8 Simple Regression – Independent Variables Vs. Buying Behaviour 158
4.9 Multiple Regression –Dependent Variable: Advertisement 160
Influences
Ph.D. thesis ix K.R. Mangalam University

4.10 Multiple Regression –Dependent Variables: Brand Influences 161

4.11 Multiple Regression – Dependent Variables: Buying Behaviour 162
4.12 Mediating Effect of Advertisement Influences on Buying 165
Behaviour & Independent Variables
4.13 Mediating Effect of Brand Influences on Buying Behaviour & 168
Independent Variables
Ph.D. thesis x K.R. Mangalam University

List of Tables
Table. TITLES Page.

No No.
2.1 Value of Production in India 23
4.1 Gender of the Respondents 96
4.2 Age of the Respondents 97
4.3 Education of the Respondents 98
4.4 Employment of the Respondents 99
4.5 Income of the Respondents 100
4.6 Simple Percentage Analysis – Consumer Involvement 101
4.7 Simple Percentage Analysis – Product Features 102
4.8 Simple Percentage Analysis – Service Team Behaviour 105
4.9 Simple Percentage Analysis – Peer References 107
4.10 Simple Percentage Analysis – Advertisement Influences 109
4.11 Simple Percentage Analysis – Brand Influences 111
4.12 Simple Percentage Analysis – Buying Behaviour 113
4.13 Reliability Statistics 116
4.14 KMO and Bartlett’s Test 117
4.15 T-Statistics – Consumer Involvement 118
4.16 T-Statistics – Product Features 119
4.17 T-Statistics – Service Team Behaviour 120
4.18 T-Statistics – Peer References 121
4.19 T-Statistics – Advertisement Influences 122
4.20 T-Statistics – Brand Influences 123
4.21 T-Statistics – Buying Behaviour 124
4.22 Chi-Square (Non-parametric) – Demographics 125
4.23 Chi-Square (Non-parametric) – Factors 126
4.24 Age Vs Research Variables 127
4.25 Income Vs Research Variables 128
4.26 Gender Vs Research Variables 129
4.27 Education Vs Research Variables 130
4.28 Employment Vs Research Variables 131
4.29 ANOVA – Age Vs. All Factors 132
Ph.D. thesis xi K.R. Mangalam University

4.30 ANOVA – Income Vs. All Factors 133

4.31 ANOVA –Gender Vs. All Factors 135
4.32 ANOVA – Education Vs. All Factors 137
4.33 ANOVA – Employment Vs. All Factors 138
4.34 Confirmatory Factor Analysis – Consumer Involvement 140
4.35 Confirmatory Factor Analysis – Product Features 141
4.36 Confirmatory Factor Analysis – Service Team Behaviour 141
4.37 Confirmatory Factor Analysis – Peer References 142
4.38 Confirmatory Factor Analysis – Advertisement Influences 142
4.39 Confirmatory Factor Analysis – Brand Influences 143
4.40 Confirmatory Factor Analysis – Buying Behaviour 143
4.41 Correlation Within Factors – Consumer Involvement 145
4.42 Correlation Within Factors – Product Features 146
4.43 Correlation Within Factors – Service Team Behaviour 147
4.44 Correlation Within Factors – Peer References 148
4.45 Correlation Within Factors – Advertisement Influences 149
4.46 Correlation Within Factors – Brand Influences 150
4.47 Correlation Between Factors – Brand Behaviour 151
4.48 Simple Regression – Independent Variables Vs. Advertisement 153
Influences
4.49 Simple Regression – Independent Variables Vs. Brand Influences 155
4.50 Simple Regression – Independent Variables Vs. Buying Behaviour 156
4.51 Multiple Regression –Dependent Variable: Advertisement Influences 159
4.52 Multiple Regression –Dependent Variables: Brand Influences 160
4.53 Multiple Regression – Dependent Variables: Buying Behaviour 161
4.54 Mediating Effect of Advertisement Influences on Buying Behaviour 163
& Independent Variables
4.55 Mediating Effect of Brand Influences on Buying Behaviour & 166
5.1 Summary of Hypotheses Tested 181
Ph.D. thesis xii K.R. Mangalam University

List of Symbols, Abbreviations
AMA - American Marketing Association

APCON - Advertising Practitioners of Nigeria
AVE - Average Variance Expected
Bn - Billion
FMCG - Fast Moving Consumer Product
GDP - Gross Domestic Product
GW - Giga Watt
IEEMA - Indian Electrical and Electronic
Manufacturers’ Association
INR - Indian Rupee
IPA - Institute of Practitioners in Advertising
(IPA)
HDFC - Housing Development Finance
Corporation Ltd.
MNC - Multinational Company
NCR - National Capital Region
TV - Television
Con. Inv. - Consumer Involvement
Prod. Fe. - Product Feature
Peer Ref. - Peer Reference
Ser. Team - Service Team
Advt. Inf. - Advertisement Information
Brand Inf. - Brand Information
Ph.D. thesis xiii K.R. Mangalam University

List of Publication in refereed journals
S. Title of the Name of all the Name of the Database Volume, DOI Impact Citatio
No research paper Author(s) in Journal listing Issue, Factor n
. proper of Page Nos. Index
sequence (i.e., Journal
first author’s
name first)
1. Impact of 1.Ghanshyam International Volume 11, 10.342 10.14
Advertising and Sharma Journal of Issue 5, May 18/IJM. 71
Brand on 2.Dr. Avjeet Management 2020, 11.5.20
Consumer Buying Kaur pp.669-677, 20.060
Behavior with Article ID:
Respect to White IJM_11_05_0
Goods 60
2. Role of Interactive 1.Ghanshyam Our Heritage Volume 68, 6.6
Advertisement and Sharma Issue 1,
Brand Image of 2.Dr. Avjeet January 2020
Electronic Kaur
Products in
Changing the
Consumer
Behavior with
Special Reference
to Delhi
3. Assessing Brand 1. Ghanshyam International Volume 09, 6.565
Attitude Sharma Journal of Issue 5, May
Formation as an 2.Dr. Avjeet Research in 2019, Page
Exemplary Against Kaur Engineering, 113-120
Imagery Produced 3. Dr. Bikramjit IT and Social
in Advertisements Rishi Sciences
4. Interpreting 1. Ghanshyam International Volume 05, 5.75

Consumer Sharma Journal of Issue 4,
Preferences: 2. Dr. Avjeet Research and December
Evaluating the Kaur Analytical 2018
Role of Promotion 3. Dr. Bikramjit Reviews
Mix on Customer Rishi
Durables in
National Capital
Region
Ph.D. thesis xiv K.R. Mangalam University

Abstract
This research work focuses on the factors that influence the consumer buying
behaviour towards electronic home appliances in the National Capital Region (NCR) and
the impact of advertisement and brand influence on electronic home appliances specific
to washing machines, inverters, and microwave ovens. Furthermore, the term consumer
buying behaviour in this thesis refers to consumer buying behaviour towards washing
machines, inverters, and microwave ovens. Researcher has studied cities Delhi, Noida,
Gurugram (Gurgaon), Ghaziabad, Sonipat and Greater Noida of NCR.
The respondents were the consumers or households using electronic home

appliances and the respondents were selected based on non-random sampling and
convenience sampling which means that consumers who were willing to respond to the
questionnaire were selected. The sample size of the study was 300.
The purpose of this study was to examine the consumer buying behaviour and
influence of advertisement and brand image on electronic home appliances specific to
washing machines, inverters, and micro-ovens. Therefore, first, the consumer behaviour,
advertisement influence, and brand influence were studied and reviewed in general by
reviewing various articles, journals, textbooks, etc. Second, after reviewing various
articles and papers, the core factors influencing consumer buying behaviour towards
electronic home appliances products were identified.
The main factors identified were consumer involvement, product features,

service team behaviour, and peer references. These were the independent variables of
this study. The mediating factors included in this study were advertisement influence
and brand influence. Then, the effect of the influencing factors on the consumer buying
behaviour and the mediating effect of advertisement influence and brand influence
between the independent variables and the dependent variable - consumer buying
behaviour were studied.
The correlation analysis proved that consumer involvement, product features,

service team behaviour, and peer references are positively correlated to advertisement
Ph.D. thesis xv K.R. Mangalam University

influence, brand influence, and buying behaviour. The regression analysis proved that
the independent variables consumer involvement, product features, service team
behaviour, and peer references have a positive significant effect on the advertisement
influence, brand influence, and consumer buying behaviour. The mediation regression
analysis proved that the mediating variables advertisement influence and brand
influence have a partial mediating effect on consumer buying behaviour and the
independent variables. Also, the mediation regression analysis proved that the
mediating variable brand influence has a mediating effect on the consumer buying
behaviour and independent variables.
Ph.D. thesis xvi K.R. Mangalam University

Ghanshyam Sharma, 2020 Chapter-1: Introduction
CHAPTER 1
INTRODUCTION
1.1 Background
In recent years, Indian consumers have undergone a dramatic change in their

buying preferences and lifestyles and have developed a penchant for electronic home
appliances. Electronic home appliances have gained significant importance in
consumers' lives, as such, Indian consumers are more cautious and think before they
buy or spend on any electronic home appliance. India is the second-largest populated
country with a large upper-middle, middle-, and lower-class households, who fall into
the category of Maslow’s Hierarchy theory where these households move from the
lower segment of the pyramid to the next level of the segment periodically. This upward
movement results in the acquiring of the needs which are mentioned in those segments.
Therefore, as social needs, electronic home appliances such as washing machines,
inverters, and microwave ovens have become important household items particularly
among the households in urban and semi-urban areas of India.
Consumers before purchasing electronic home appliances such as washing

machines, inverters, and microwave ovens engage in a decision-making process
regarding whether or not to purchase an electronic appliance. However, the degree of
severity of the decision-making process related to electronic home appliances is at par
with fast-moving consumer goods or other personal electronic gadgets that need to be
studied. Various factors influence consumer buying behaviour towards electronic home
appliances. Companies are always trying to identify these influencing factors related to
consumer buying behaviour towards electronic home appliances. However, not all of
them can successfully understand these factors.
Like other consumer products, for electronic home appliances also

advertisements and promotions are being carried out by companies. Electronic home
appliances are being promoted in various media platforms both in conventional
platforms such as print media and mass media, and digital platforms such as social
Ph.D. thesis 1 K.R. Mangalam University

media. The consumer preference for these promotional platforms and the influence of
the same on the consumer buying behaviour also need to be studied, analysed, and
understood. Also, the companies significantly focus on the branding strategies for these
electronic home appliances. They put enough effort to build brand image, brand
positioning, and repositioning for their products to capture a considerable market share.
The consumer preference for these branding strategies and the influence of the same on
the consumer buying behaviour also need to be studied. The overall consumer buying
behaviour of electronic home appliances must be studied and understood by the
manufactures.
As a social need, electronic home appliances such as washing machines,

among the households in urban and semi-urban areas of India. However, there are few
studies/researches related to consumer buying behaviour towards electronic home
appliances in the Indian context. Companies invest a lot of money in advertising their
products. The purpose of advertisements is to generate sales for the companies. As
such, companies must know whether its advertisements are effective or not to check the
impact of advertisements on consumer brand preference for electronic home
appliances. Moreover, all electronic home appliances are branded.
This research will specifically focus on the impact of brand image and
advertisement on consumer buying behaviour towards electronic home appliances
specific to washing machines, inverters, and microwave ovens. Further, this proposed
work reveals the factors that are affected by the brand image and advertisement and
ultimately impact consumer buying behaviour. The reasons for choosing electronic
home appliances such as washing machines, inverters, and microwave ovens are
because of consumers increasing preference for these products. This study would help
the readers to know the consumer buying behaviour specific to electronic products such
as washing machines, microwave ovens, and inverters, based on which the policy-
makers or advisors of the organizations can devise suitable strategies to advertise their
products and establish their brand in a better way in the competitive environment.

1.2 Electronic Home Appliances Industry in India
The consumer electronics industry in India is gaining swift momentum with the
integration of new technologies and value-added features into consumer electronic
products. The changing lifestyle of the consumers in India particularly the middle- and
lower-class people reveal increasing interest in electronic home appliances, particularly
consumers looking for sophisticated home appliances products that provide more
comfort, less effort, and less time for use in day-to-day activities. Also, the increasing
number of working people staying single, migration towards the working place, and
nuclear families fuelled the growth of this product segment.
The growing technical knowledge among the consumers compels the

manufacturers to produce technologically advanced electronic home appliances. Indian
consumers’ desire of having smart homes and smart workplaces has also fuelled the
demand for these electronic home appliances. The policies towards the business sectors
in India have changed considerably during the past decade including the national policy
on electronics, which favours the growth of this industry. The electronic home
appliances industry in India has high competition and is also significantly fragmented
among the leading manufacturers who are holding a high market share. These
manufacturers are devising various strategies and manufacturing innovative home
appliances to gain a competitive edge over their competitors.
In India, the percentage of the urban population in 2018 was 34% and the
migration of people from the rural areas to urban areas has been increasing consistently
for the past few years, which is also a significant factor for the growth of the consumer
electronics industry. The market size of the consumer electronics industry was Rs.76,
400 crores in 2018-19, in which Rs 32,200 crores was contributed from domestic
manufacturing. Furthermore, the consumer electronics industry is expected to grow at a
rapid pace in the coming years and is projected to double to Rs 1.48 lakh crore by 2024-
25, with a CAGR of 11.5%. (The Economic Times, 2020) [1].

1.3 Electronic Home Appliances Consumption in India
Electronic home appliances such as television, refrigerators, etc. have almost

attained the status of basic needs among the middle- and lower-class households in
India, as such; these households perceive washing machines, inverters, and microwave
ovens as important social needs when they move to the segment of social needs in the
Maslow’s hierarchy pyramid. Among these three appliances, washing machines are
considered the first social need, then the inverter, and last the microwave ovens. The
social need for washing machines is already understood extensively; however, the social
need for inverters and micro-ovens among middle and lower-class households have to
be explained.
The need for inverters in India has increasingly become an important product
because of the poor and inconsistent supply of electricity particularly during the summer
seasons across India. Currently, there is a huge demand for inverters in various sectors
across India due to power interruptions and inconvenience during summer. In the case
of microwave ovens, the food consumption behaviour among the middle- and lower-
class consumer segments have changed significantly towards western-style cuisines such
as cakes, pizza, etc., where cooking of these items requires microwave ovens. People
have started preparing these food items in their homes because of the influence of TV
shows and YouTube videos.
1.4 Consumer Behaviour
Consumer behaviour is the field of study which involves the study of how
consumers behave while purchasing various products or services, which fulfils or satisfy
their needs. This also includes the behaviour in the usage of the products or services and
disposal of those products after their usage. Analysing the behaviour of consumers is not
only limited to branding, marketing, and advertising concepts but also helps to connect
consumers and understand their needs and desires, motivation, and related behaviour.
Consumer behaviour “is the study of the processes involved when individuals or
groups select, purchase, use, or dispose of or products, services, ideas, or experiences to
satisfy needs and desires” Solomon, Russell-Bennett, & Previte, (2013) [2]. Typically

evaluating consumer behaviour goes beyond advertising and marketing approaches to

connect to the consumer and understand their behaviours, motivations, and deepest
desires. Consumer behaviour is influenced by an individual’s physical and social
environment, the individual’s motivation to consume, his or her perception of the
product, brand, service, or company, and the goals or needs that he or she may obtain
through consumption Blackwell et al., (2001) [3].
Consumer behaviour may be defined as “the decision process and physical

activity, which individuals engage in evaluating, acquiring, using or disposing of goods
and services” Louden & Bitta, (1993) [4] Consumer behaviour is all psychological,
physical, and social behaviour of potential customers as they become aware of,
evaluate, purchase, consume and tell other people about products and services.
Consumer behaviour involves the use and disposal of products as well as the study of
how they are purchased.
People may purchase as a result of their mood and their surroundings. The
purchase decision of the people may also be influenced by the environment or
surroundings of the store where they want to purchase the product and depend on the
state of their mind. The store environment plays an important role in making the
consumers stay longer inside the store. A good peaceful and comforting store
environment will make the consumers have a feeling of a high degree of comfort which
would make them spend more time in the store and that would make the consumers
find something interesting in a product and may ultimately spend on something that
would satisfy their quest. Consumer behaviour is also stimulated by the external
environment like society, culture, political, technological, economical environments, and
so on.
The consumer buying behaviour process involves need analysis, information

search, and selection of alternatives, actual buying, and post-buying behaviour. First,
consumers should realise that they need a particular product. Once they realise the
need for a product, then they would search for information related to that particular
product in terms of various designs or styles, availability of different brands, brand
prices, packages, quantity, quality, guaranty, warranty, among others.

The consumer buying behaviour towards electronic home appliances would be

an interesting study to be carried out. Unlike other fast-moving consumer goods,
consumer buying behaviour towards electronic home appliances would have different
perceptions and attitudes.
1.5 Advertisement Influence
Advertisement is one of the most influential tools or media to attract and

persuade consumers to buy a particular product. For many decades, advertisements
have been used by almost every company to promote their product.
Like other consumer products, advertisement plays an important role in the

promotions of electronic home appliances. Manufacturers spent a considerable amount
of money on advertisements because they can capture a large number of audiences in a
customised manner
Advertising is a form of communication for marketing and used to encourage,

persuade, or manipulate an audience (viewers, readers, or listeners; sometimes a
specific group) to continue or take some new action. The desired result is to drive
consumer behaviour concerning a commercial offering, though ideological and political
advertising is also common.
Advertisements play important role in the current competitive world. Every

company whether it is religious, sports, or manufacturing, uses different modes of
advertisement to promote its products or services. All companies target particular
consumers or areas to promote their products or services. A target market refers to a
group of potential customers to whom a company wants to sell its products and
services.
Advertisements are used by various organisations for various purposes. It may be

used i) to create awareness about a product or a brand or a company ii) to provide
information about a particular feature of a product or how the products can be used iii)
to announce the special offers on the product iv) to explain about the after-sales service

of a particular product v) to announce any exchange offers or buyback offers. vi) to

inform society about the company’s corporate social responsibility (CSR) activities.
The dimension of advertising has changed since the past decade from the
conventional form into digital form. There has been a rapid paradigm shift that
happened in the advertisement arena towards the digital mode because of the rapid
development and growth of digital marketing techniques since the start of this
millennium. Digital marketing has quickly become the most popular and effective form
of marketing for most companies. It is the easier, simpler, and faster way to reach a
larger audience and target potential consumers and can cut down the costs
of traditional advertising and promotion. Digital advertising involves advertising on
various platforms like digital billboards, websites, SMS, email, social media, mobile apps,
and so on. Various technological tools that promote digital advertising are the Internet,
Wi-Fi, QR scan, and barcodes, Bluetooth, among others.
One of the forms of advertisement is celebrity endorsement where the company

engages several celebrities to promote their products or services to target a particular
group of consumers who generally get influenced by these celebrities. Celebrity
endorsement is a promotional tool that boosts ‘brand awareness’.
Companies enjoy enhanced credibility by choosing and endorsing the right

celebrities and celebrity endorsement to target the mind of potential customers.
Celebrity endorsement builds credibility and can expose a brand to new markets.
Celebrity endorsements create a brand-building process in the mind of the consumer
and that’s attracting them to purchase their brand.
In this modern world, mass media like television, newspapers, billboards, films,
videos, advertisements, movies, music, the Internet, magazines, etc., has an impact on
consumers. Of all these, advertising has easily reached the consumer’s mind and it has a
wider influence. "Advertising is any paid form of non-personal presentation and
promotion of ideas, goods, and services by an identified sponsor". American Marketing
Association, (2017) [5].

Aaker et al. (2004) [6] stated that the study of consumers' buying behaviour has
always been given so much importance study of the “impact of advertising and its
effectiveness”. Most of the time consumer buying behaviour is influenced by liking or
disliking of consumers towards the advertisement of a product or service. It is an
emotional reaction that is developed after the product is advertised, which influences
consumer behaviour. The consumer behaviour towards a product depends on the
advertisement, without any assessment of the quality of the product.
Furthermore, controversies over the impact of advertising on the consumer’s

buying trends and habits have always been present. Sometimes the advertisers
exaggerate the product’s benefits in such a tactful manner that consumer goes
psychologically under the pressure of advertising persuasiveness and decides to buy the
advertised product. However, now most consumers avoid advertisements that are
unethical, misleading, deceptive, or annoying and that such advertisements may have a
negative, unintended, or intended influence on consumers’ buying trends Dar, et al
(2014) [7].
1.6 Brand Influence
Branding of a product or service is one of the significant strategies adopted by the

manufacturers or service providers to position their products in the minds of consumers.
A very good brand may create very good brand equity and brand loyalty among
consumers. Brand plays an important element as a part of the features of electronic
home appliances and manufacturers are striving to get their brands positioned very well
among the consumers so that they are influenced by the brand image and purchase that
particular product or service Kalaiselvi & Muruganandam, (2015) [8].
The American Marketing Association (AMA) [9] defines a brand as “a name, term,
sign, symbol, or design, or a combination of these, intended to identify the goods and
services of one seller or group of sellers (and service providers) and to differentiate
them from those of competitors” Keller, (2003) [10].
A brand also stands for the immediate image, emotions, or perceptions people
experience when they recall a product, service, or company. A brand personifies all the

tangible and intangible characteristics and aspects of a product or service. A brand

stands for a collection of feelings and perceptions about quality, image, lifestyle, and
status. In the mind of the consumer, brands create a perception that the branded
product is unique. A brand promises to deliver value upon which consumers and
potential buyers can rely on to be persistent over a long period.
A brand is also considered an important and significant intangible asset of any

company. A good and successful brand is always the most valuable asset to any firm.
Therefore, organisations always take enough steps to manage the brand effectively, to
get the maximum value and highest returns out of it. Consumers are the people who
decide the success and value of any brand by accepting it or avoiding that.
Organisation’s link or embed the brand in their marketing and promotional activities to
position the brand in the minds of the consumers so that the consumers tend to develop
a particular attitude or character or behaviour towards that particular brand and try to
connect the brand with their environment
Keller (1993) [11] came up with the concept of “customer-based brand equity
(CBBE)” in 1993, which refers to the various reactions to the branding campaign from
consumers who have knowledge of the brand in varying degrees. This also means that
brand equity depends on brand awareness and the brand image that is created in the
minds of the consumers.
By creating attractive memories in the minds of the consumers using unique

features and characteristics of the brand in the marketing promotion, a positive brand
image could be developed among the consumers. Companies should develop knowledge
about the brand and ensure consumers understand it so that consumers respond
positively to brand promotion. If consumers know a brand, the company could spend
less on the brand extension while achieving higher sales at less cost.
Lassar, Mittal, and Sharma (1995) [12] held the opinion that brand equity comes
from the consumers’ confidence in a brand. The greater the confidence they place in the
brand, the more likely they are willing to pay a high price for it. Specifically, this
confidence stems from five important considerations: first, the brand performs its

functions as designed; second, the social image is associated with purchasing or owning
the brand; third, consumers’ recognition and sentimental attachment with the brand;
fourth, the balance between the brand’s value and its functionalities; and fifth,
consumers trust in the brand. Netemeyer et al. (2004) [13] also proved the dominant
impact of brand equity on customer response towards the branding campaign.
Brand equity and brand image can be developed and positioned in the minds of
the consumers by engaging appropriate celebrities who can communicate the value of
the brand to the target consumers.
1.7 Problem Statement
As a social need, electronic home appliances such as washing machines,

among the households in urban and semi-urban areas of India. However, there are very
less studies/research related to impact of advertising and brand on consumer buying
behaviour towards electronic home appliances in the Indian context.
Companies invest a lot of money in advertising their products. The purpose of

advertisements is to generate sales for the companies. As such, companies must know
whether its advertisements are effective or not to check the impact of advertisements
on consumer brand preference for electronic home appliances. Moreover, all electronic
home appliances are branded.
Companies take a lot of effort to come up with attractive brands for their
electronic home appliances. Also, they come up with various brand promotion and
brand positioning strategies to persuade consumers. Moreover, competition among
these companies is becoming severe nowadays. Companies strive to gain a competitive
advantage over their competitors; therefore, they need to study consumer buying
behaviour related to electronic home appliances such as washing machines, inverters,
and microwave ovens.

1.8 Objectives
There are various objectives of the study, which are drawn to examine the
impact of both advertisement and brand image on consumer buying behaviour of
electronic home appliances (washing machines, inverters, and microwave ovens) in the
National Capital Region (NCR). i) To Identify the various factors impacting consumer
buying behaviour with respect to home Appliances (washing machines, inverters, and
microwave ovens), ii) Analysing factors influencing buying behaviour of consumers iii)
impact of advertisement on consumer buying behaviour, iv) impact of brand on
consumer buying behaviour, v) based on study outcome recommendation have to be
given to various parties such as manufacturers, customers and government.
1.9 Scope of the Study
The scope of the study is restricted to household electronic appliances. Given

higher costs, greater competition, and flattening demand in many markets, firms seek to
increase the efficiency of their marketing expenses. Therefore, marketers need a
thorough understanding of consumer purchase behaviour as a basis for making better
strategic decisions about target market definition and product positioning, and better
tactical decisions about specific marketing mix actions. Perhaps a firm’s most valuable
asset for improving marketing productivity is the knowledge that has been created
about the brand in consumer’s minds from the firm’s investment in previous marketing
programs.
Brand equity is the value of having a recognised brand, based on the idea that
firmly established and reputable brands are more successful. It is “a set of brand assets
and liabilities linked to a brand name and symbol, which add to or subtract from the
value provided by a product or service. Brand equity is that also provides value to
customers”. It enhances the consumer’s ability to interpret and process information,
improves confidence in the buying decision, and impacts the quality of the consumer
experience.

1.10 Limitations of the study
The research has a few limitations that must be acknowledged.
i) Mainly this study was conducted in the National Capital Region (NCR) of India
and with a limited number of respondents.
ii) The sample size is very limited due to time constraints.
iii) To test the proposed research model, this study used a convenience sample
of consumers who were willing to respond; therefore, the findings cannot be
generalized universally.
iv) This study only examines the factors related to advertisement influence,
brand influence, and consumer buying behaviour towards electronic home
appliances specific to washing machines, inverters, and microwave ovens.
v) Also, there may be some other constructs that may influence consumer
buying behaviour towards electronic home appliances specific to washing
machines, inverters, and microwave ovens, which are not included in this study.
vi) Generally, the results generated from this study should be interpreted
carefully considering these limitations.
1.11 Hypotheses Tested
The main hypotheses of this study are as follows:

Hypothesis 1: Consumer involvement is positively related to advertisement influence,
brand influence, and electronic home appliances buying behaviour.
Hypothesis 2: Product features are positively related to advertisement influence, brand

influence, and electronic home appliances buying behaviour.
Hypothesis 3: Service team behaviour is positively related to advertisement influence,


Hypothesis 4: Peer references are positively related to advertisement influence, brand

Hypothesis 5: Advertisement influence will have a positive effect on electronic home

appliances buying behaviour.
Hypothesis 6: Brand influence will have a positive effect on electronic home appliances
buying behaviour.
Hypothesis 7: Advertisement influence will have a mediating effect on electronic home

appliances buying behaviour and independent variables such as consumer involvement,
product features, store behaviour, and peer references.
Hypothesis 8: Brand influence will have a mediating effect on electronic home

For hypothesis testing population information, if known then parametric tests

have to be performed and in case of non-availability of parameters, non-parametric
tests will be used.
1.12 Chapter Scheme
The present study is organized into eight chapters as follows:
Chapter 1 – Introduction
The first chapter presents the introduction of the study, objectives, problem
statement scope, hypotheses, and limitations of the study. It also presents the chapter
scheme for this thesis.
Chapter 2 – Review of Literature
The second chapter presents the review of literature related to the electronic
home appliances market in India, consumer behaviour, advertising influence, brand

influence, and the factors influencing consumer buying behaviour towards electronic
home appliances.
Chapter 3 – Research Methodology
The third chapter presents the research design, sampling design, questionnaire
development, pilot study, data collection, and data analysis tools adopted in the
research study.
Chapter 4 – Data Analysis and Interpretation
The fourth chapter presents the data analysis and interpretation of the collected
data, related to factors influencing electronic home appliances buying behaviour,
advertisement influence, brand influence, and consumer buying behaviour.
Chapter 5 – Finding and Summary
The fifth chapter presents the findings and summary of the statistical tools used in
data analysis of factors influencing electronics home appliances buying behavior,
advertisement influence, brand influence, and consumer buying behaviour.
Chapter 6 – Conclusions and Discussion
The sixth chapter presents the conclusion of results and discussion of all factors
affecting the consumer buying behaviour.
Chapter 7 – Recommendations
The seventh chapter recapitulates the key findings, future scope and provides
suggestions for the marketers to plan their future strategies related to advertisements
and brand influence like long- term strategic plan based on consumer buying behaviour.
Chapter 8 - Future Scope of Work
This eighth chapter describes the future scope of research in the same area or others as
per research model used in this study.

Ghanshyam Sharma, 2020 Chapter-2: Review of Literature
CHAPTER 2
REVIEW OF LITERATURE
2.1 Introduction
A review of literature means an overall summation of the available information on

the topic, based on the work that has been done on the topic to date. The review makes
an analysis of the past work done on the genre and the limitations that it happens to
present. The review indicates further research that needs to be done on the topic. The
earlier writings and information provided are analysed and good work is acknowledged.
Such type of reviews helps the reader to understand the background to further research
that needs to be done on a particular topic. Such discussions must have a summary and
must also highlight the areas of disagreement and agreement.
A proper literature review is always required so that the overall knowledge or

information on a topic can be gathered and also find out the areas that have been well
highlighted and the areas that need further highlighting. All these factors will help to
discern the exact field of research that is required in the current status. While
researching any topic, doing a proper literature review is imperative. It helps the person
to gain a better insight into the problem. Such analysis and review help a person
understand the trend that has been followed to do the research so far and the existing
gaps in the whole study. Future researchers based on the earlier research designs can
map their plans for the future. The available literature on the topic has been segregated
under the following heads.
2.2 Electronic Home Appliances
Home appliances are products that are used for various purposes in the house or
office such as cleaning of the house or office, washing clothes, cooking food, food
storage, room conditioning, and so on. These are generally machines that may be big or
small in size which are operated with the help of electricity or battery. Several home
appliances are fixed in one place while few are portable or can be moved to convenient

places. Some home appliances are easy to operate, and some appliances require a
minimum skill or knowledge to operate them. The maintenance of these home
appliances is relatively easy compared to other electrical or automobile instruments.
Home appliances are categorised or classified into major appliances, small

appliances, and consumer electronics. Major appliances are further classified into
refrigeration equipment, cooking or kitchen equipment, washing and drying equipment,
heating and cooling equipment. Major appliances include refrigerator, washing machine,
water cooler, air conditioner, cloth dryer, water heater, and so on.
Small appliances are machines that are used for making beverage or juice or any
other drinking items, cooking, cleaning, lighting, etc. Some of the small appliances are a
coffee maker, electric kettle, mixi, vacuum cleaner, light fixtures, electric heaters, etc.
Consumer electronic products are electronic products that are used for
entertainment, communication, recreation purposes. Entertainment products include
television, MP3 player, DVD player, etc. Communication products include cell phones,
telephone, laptops, computers, etc. Recreation products include digital cameras, video
games, etc.
2.2.1 Global Electronic Home Appliances Market
The electronic home appliances market in the world is growing steadily and
consistently with the increasing number of countries having a population with increasing
disposable incomes, enhanced standard of living, changing lifestyle comparable with the
western lifestyle, increasing labour wages and salaries, availability of wide varieties of
home appliances at a cheaper price, etc.
The growth of the global electronics and home appliances market is expected to
increase at a CAGR of 4.89% from 2018 to 2026 and will touch a target of US$ 1.75
trillion by the year 2026.
The advent of the Internet of Things (IOT) and its rapid development made the
manufacturers of electronic home appliances incorporate IOT technologies into their
products. IOT involves connecting the products, devices, or objects with the software

along with embedded sensors to collect and receive data about the various parameters
like usage, worn out, etc.
Moreover, the strict rules and regulations that have been implemented by the
various governments in different countries to ensure electronic home appliances
guarantee energy efficiency are also one of the factors for increasing sales of electronic
home appliances. It is also expected that the Asian-Pacific countries will be the major
drivers of the growth of electronic home appliances in the future years contributing
about 51% incremental growth.
Source: Data Bridge Market Research [14]
Figure 2.1: Global Home Appliances Market Estimated Value in US$ Billion
2.2.2 Electronic Home Appliances Market in India
Being the second-largest populated country in the world, India’s electronic home
appliances market is one of the leading markets in the world. The huge middle-class
population in India which has 400 million people are the major consumers of this

industry. The increasing disposable income among these people is the main reason for
the demand of the home appliances market in India.
Figure 2.2: Indian Electronic Industries
Moreover, the penetration of household items is low compared to the world

average which provides a very good opportunity for the manufacture to explore the
unreached markets.
The growth of the modern and organised retail sector in India also helps the
electronic home appliances industry to penetrate more rapidly into the different regions
and parts of India like tier II, tier III, and rural areas. The other factors which enable the
growth of the electronic home appliances market in India are increasing nuclear families
with double income, credit facilities for home appliance products, and shift in the
lifestyles of the Indian consumers, improved models, and cost-effective products.

The consumer electronics industry in India is generally divided into two categories
viz. consumer appliances white goods and consumer electronic goods. The consumer
appliances white goods include air conditioners, refrigerators, washing machines, sewing
machines, electric fans, watches and clocks, cleaning equipment, micro-ovens, and other
domestic appliances. The consumer electronic goods include television, audio & video
systems, electronics accessories, personal computers, mobile phones, digital cameras,
digital video discs, and cam recorders.
The consumer electronics industry in India is gaining swift momentum with the
integration of new technologies and value-added features into consumer electronic
products. The changing lifestyle of the consumers in India particularly the middle- and
lower-class people showing increasing interest in electronic home appliances is another
factor for the growth of the electronic home appliances industry. Also, the increasing
number of working people staying single, migration towards the working place and
nuclear families fuelled the growth of this product segment. Particularly these types of
consumers look for sophisticated home appliances products that provide more comfort,
less effort, and less time for use in day-to-day activities.
The growing technical knowledge among the consumers compels the

manufacturers to produce technologically advanced home appliance products. Indian
consumers' desire to having smart homes and smart workplaces has also fuelled the
demand for these electronic home appliances. The policies towards the business sectors
in India have changed considerably during the past decade including the national policy
on electronics, which favour the growth of this industry.
The electronic home appliances industry in India has high competition and is also
significantly fragmented among the leading manufacturers who are holding a high
market share. These manufacturers are coming with various strategies and innovative
electronic home appliances to gain a competitive edge over their competitors.
In India, the percentage of the urban population in 2018 was 34% and the
migration of people from the rural areas to urban areas has been increasing consistently
for the past few years, which is also a significant factor for the growth of the consumer

electronics industry. The market size of the consumer electronics industry was Rs.
76,400 crores in 2018-19, in which Rs 32,200 crores was contributed from domestic
manufacturing. Furthermore, the consumer electronics industry is expected to grow at a
rapid pace in the coming years and is projected to double to Rs 1.48 lakh crore by 2024-
25, with a CAGR of 11.5%. The Economic Times, (2020) [15]
In 2020, the revenue of the household appliances category is expected to touch

US$ 1308 million with an annual growth rate of CAGR 11.7%, and the market turnover in
2024 is estimated at US$ 2,033 million. The penetration of electronics household
appliances in 2020 will be 10.9% and it will have an estimated growth rate of 25.2% in
2024. Electronic home appliances have seen a growth of 30% in recent years in the rural
market of India.
Source: Euromonitor India consumer appliance report (2013) [16]
Figure 2.3: Household Penetration of Home Appliances in 2013
For the electronic home appliances manufacturers, the increasing middle-class

people are their major target customers where the home appliances penetration level is
still at the lower level. Multinational companies have a competitive advantage over the

domestic home appliance companies because of their advanced technology and

financial supremacy, while the domestic companies have the advantage of the
knowledge of Indian consumers and a very good logistic network.
Infrastructure development in rural and remote areas of India has triggered the
demand for electronic home appliances and electronic consumer durable products in
the rural areas of India.
Source: Mordor Intelligence (2019) [17]
Figure 2.4: White Goods Market in India in FY18 (US$ billion)
The market value of the white goods market in India for products like washing
machines was US$ 1.09 billion, for refrigerators, it was US$ 3.03 billion and for air-
conditioners, it was US$ 3.10 billion

Figure 2.5: Indian Appliance and Consumer Electronics Industry (US$ billion)
The total market value of the Indian appliances and consumer electronics industry
was US$ 31.48 billion in the year 2017, in that, the smart phone industry market value
was US$ 17.66 billion and the market value of other appliances was US$ 13.82 billion.
Indian appliances and consumer electronics industry is expected to grow at the rate of
CAGR 9% in the year 2022 with the forecasted total market value of US$ 48.37 billion, in
that, the smart phone industry market value is expected to be US$ 26.87 billion and the
market value of other appliances is expected to be US$ 21.50 billion.
Nowadays consumers are becoming more and more technology-savvy, and hence
companies have to manufacture a device that is more technology-oriented which would
provide more comfort and convenience to the consumers. Technology advanced
equipment with the Internet of Things (IOT) will be the main paradigm shift in the
upcoming decade.
One of the main factors which drive the demand for consumer durable products is
that companies are providing easy credit or instalment schemes to the consumers.

According to the Indian Electrical and Electronics Manufacturers’ Association

(IEEMA), the growth of the electronics and consumer durable industry has reached Rs
1,75,000 crore during 2017-18. The growth rate is equal to 9.9% from the previous year.
Table 2.1: Value of Production in India
Source: Ministry of Heavy Industries and Public Enterprises Annual Report 2017-18 [19]
The contribution of the electronic consumer durable industry to the Indian

manufacturing industry is 8.1% value-wise and 1.35% of the GDP of the Indian economy.
This industry employs directly about 5 lakhs people and indirectly about 10 lakh people.
Throughout its supply chain, the overall employment is about 50 lakhs people.

Figure 2.6: Production of Major White Goods (lakh units)
The statistics related to the production of major white goods in India show that in
the year 2018-19, the production of refrigerators was 145 lakh units, air conditioners
were 65 lakhs unit, and washing & laundry machines were 70 lakh units. The production
of major white goods in the year 2024-25 is expected to grow significantly with the
production of refrigerators estimated to be 275 lakh units, air conditioners estimated to
be 165 lakhs units, and washing & laundry machines estimated to be 126 lakh units.
The statistics related to the Indian household appliances market by distribution

channel revenue share from the year 2017 to 2019 shows that in the year 2017, the
percentage of distribution through the online channel was 2%, in the year 2018 it was
3%, and in the year 2019, it was 4%. This shows there is a consistent growth in the
distribution of household appliances through the online channel.

Figure 2.7: Indian Household Appliances Market by Distribution Channel Revenue

Share in 2017-19
Figure 2.8: Year-On-Year Growth in Consumer Durables Production as per IIP

The statistics related to year-on-year growth in Indian consumer durables

production shows that for the year 2013, the growth percentage was 4.9%, for the year
2014 it was 5.6%, for the year 2015 it was 4.0%, for the year 2016 it was 3.4%, for the
year 2017 it was 2.9%, for the year 2018 it was 0.8%, and for the year 2019, it was 5.5%.
GROWING DEMAND OPPORTUNITIES

 Demand growth is likely to  Huge untapped market with
accelerate with rising disposable substantially lower penetration of
incomes and easy access to credit. consumer appliances, compared to
 Demand to refrigerators and other countries. In FY19, air
consumer electronics goods to conditioners had a penetration of
witness higher demand in ‘rural’ five per cent in India, compare to
markets global average of 30 per cent.
 Increasing electrification of rural
areas and wide usability of online  The government intends to
sales would also aid growth in develop electronic components
demand. manufacturing base in India also
 The share of consumer goods encourage the exports.
consumption to double by 2030.
ADVANTAGE
INCREASING INVESTMENTS INDIA POLICY SUPPORT

 100 per cent FDI allowed in the
 Sector has attracted significant
electronics hardware-
investments over the years.
manufacturing sector under the
automatic route. Approval of 51 Per
 The S&P BSE Consumer Durables
cent in multi-brand would further
Index has grown at 16 per cent CAGR
fuel the growth in this sector.
between 2010- 18.
 National policy on Electronics
 The S&P BSE Consumer Durables
(NPE) aiming to attract the
Index is up 6.8 per cent in Jan 2020
investment of US$ 100 billion by
and gained 32.1 per cent in one last
2020.
year.
 Draft National Policy targets
production of one billion mobile
 Government plans to invest
handsets by 2025.
significantly in rural electrification.
 To boost Foreign Direct
Investment (FDI) government may
formulate a separate policy for
electronics.
Source: DPIIT,Research, ICE 360 Survey 2016, Blue Star Investor Presentation August 2018, BARC India
Universe Update July 2018, Bombay Stock Exchange [23]
Fig. 2.9 Advantage India for Consumer Electronics and Appliances Market in India

The Indian advantage or opportunities for the consumer electronics and

appliances market in India are i) growing demand for the consumer electronics and
appliances among the consumers because of increasing disposable income, credit
schemes, electricity penetration to the remote areas in India, and increasing online
sales. ii) Increasing investments over the years, where the Consumer Durables Index has
grown at a CAGR of 16% from 2010 to 2018 and in the last one year the index has gained
32.1%, and in January 2020 the index was up by 6.8%. iii) Opportunities where there is a
huge untapped market with the lesser penetration of consumer electronics and
appliances in India compared to other countries market and iv) increasing manufacturing
of electronic components and its related export encouragement by the government.
2.3 Consumer Behaviour
Consumer behaviour is the field of study which involves the study of how
consumers behave while purchasing various products or services, which fulfils or
satisfies their needs. This also includes the behaviour in the usage of the products or
services and disposal of those products after their usage. Analysing the behaviour of
consumers not only limits to branding, marketing, and advertising concepts but also help
to connect consumers and understand their needs and desires, motivation, and related
behaviour.
Consumer behaviour is all psychological, physical and social behaviour of

potential customers as they become aware of, evaluate, purchase, consume, and tell
other people about products and services. Consumer behaviour involves the use and
disposal of products as well as the study of how they are purchased.
People may purchase as a result of their mood and their surroundings. The
purchase decision of the people may also be influenced by the environment or
surroundings of the store where they want to purchase the product and also depend on
the state of their mind. The store environment plays an important role in making the
consumers stay longer inside the store. A good peaceful and comforting store
environment will make the consumers have a feeling of a high degree of comfort which
would make them spend more time in the store and that would make the consumers

find something interest in a product and may ultimately spend on something that would
satisfy their quest. Consumer behaviour is also stimulated by the external environment
like society, culture, political, technological, economical environments, and so on.
Marketing Other Stimuli Buyer’s Black Box Buyer’s Response

Stimuli
Product Economic Buyer’s Deision Process Product’s choice

Characteristic
Price Technological Problem Recognition Brand Choice
Culture
Place Political Information Search Dealer choice
Social
Promotion Cultural Alternatives Evaluation Purchse timing
Personal
Purchase Decision Purchase amount
Psychological
Post Purchase
Behaviour
Source: Chen et al (2018) [24]
Figure 2.10: Generic Model or Black Box Model of Consumer Behaviour
The generic consumer behaviour model proposes that the behaviour of the
consumer is initially triggered by various stimuli like marketing stimuli and other stimuli.
The marketing mix (the 4 Ps) is a set of stimuli that are planned and created by the
company. The environmental stimuli are supplied by the economic, political, and cultural
circumstances of a society. Together these factors represent external circumstances that
help shape consumer choices.
The above stimuli stimulate the characteristics and decision process of the
consumers. The buyer’s characteristics are influenced by cultural, social, personal, and
psychological factors. These influences on the characteristics of the consumers trigger
them to think about the buying decision process.
The consumer buying behaviour process involves need analysis, information

search, and selection of alternatives, actual buying, and post-buying behaviour. First,
consumers should realise that they need a particular product. Once they realise the
need for a product, then they would search for information related to that particular

product in terms of various designs or styles, availability of different brands, brand

prices, packages, quantity, quality, guaranty, warranty, among others.
Further, the buyer would look for the various alternatives and options available
in the markets in terms of different brands or companies. After analysing all this
information, the consumer decides to purchase a particular product. After the purchase,
the consumer consumes or uses the product. After using the product, the consumer gets
to experience the product which either provides satisfaction or dissatisfaction to the
consumer. Based on this experience, the consumer shows his or her post-purchase
behaviour.
The buyer's characteristics could be personal, social, cultural, and psychological.

These are internal to the buyer and the marketer cannot hope to bring much change
into this. The buyer’s characteristics and the buyer’s decision process both are together
termed as Black Box because these are the hidden behaviour or action of the consumers
which are not shown explicitly like the Black Box in aeroplanes which will give
information after the box is found and opened. Likewise, unless the buyers show
response in the form of actual purchase, till then what they think in their mind is not
known. Finally, the buyer’s response is the actual purchase of the product which is done
by the buyer by showing his/her choices such as brand choice, dealer choice, purchase
timing, and purchase amount.
The internal factors influencing consumer decisions are defined as the “black
box.” This box comprises an assortment of factors that exist inside the consumer’s mind.
These comprise characteristics of the consumer, such as their values, beliefs, motivation,
lifestyle, and so on. The decision-making process is also part of the black box, as
consumers come to recognize they have a problem they need to solve and consider how
a buying decision can solve the problem. As a consumer responds to external stimuli,
their “black box” process choices are based on internal factors and determine the
consumer’s response - whether to purchase or not to purchase.
The consumer buying behaviour towards electronic home appliances would be

an interesting study to be carried out. Unlike other fast-moving consumer goods,

consumer buying behaviour towards electronic home appliances would have different
perceptions and intentions.
2.4. Store Employee Behaviour
Employees are an important part of any organisation for its success, be it the
manufacturing sector, service sector, or retail sector. Particularly the employees in the
retail store play a significant role in the growth of the retail business. Managing store
employees in the retail store is an important activity for any retail business. Store
employees particularly in the sales and the after-sales service departments are the
persons who generally have direct interaction and communication with the customers or
consumers. The customers who walk into the retail store interact with store employees
for their purchase decisions. The courtesy and knowledge of the store employee
persuade the customers to buy particular products.
A product has two types of features. One is tangible features like colour, design,
etc., and the other is intangible features like functionality, sales service, etc. Consumers
can easily understand the tangible features on their own. However, the intangible
features have to be explained by the store employees and the sales service persons.
Particularly, in the purchase of electronic home appliances the store employee and
service employees have a more important role to play than any other products like
FMCG, apparel, and so on.
Mc Querrey (2018) [25] states that the service employee’s behaviour in any
organisations has a direct correlation with its efficiency and effectiveness. The
professional behaviour of the employees leads to collaboration and teamwork in the
organisation and improves the image of the organisation while the unprofessional
behaviour will affect the efficiency of the organisation and also bring poor image and
reputation to the organisation. Managing retail store employees is always a challenging
part of any retail business.

2.5 Subjective norms
Every person always has a thought that what others would think about his or her
particular course of action. This feeling or thought within oneself has some effect on his
or her decisions in life. The same impacts the purchase decision of various products
particularly the products which are related to the social needs in Maslow’s hierarchy.
The study on subjective norms needs to be included while studying or doing

research on the purchasing behaviour of any products. Many research studies proved
that subjective norms have an important effect on the intentional behaviour of the
people, particularly in the purchase intention and purchase behaviour Wells et al., 2016
[26]; Abrahamse & Steg, (2011) [27]; Gaspar & Antunes, 2011 [28]; Santin, 2011 [29];
Nair et al., (2010) [30]. Huda et.al (2012) [31] in their study describes those subjective
norms are one’s perceptions or assumptions about others’ expectations of certain
behaviours that one will or will not perform.
2.6 Advertising
Advertisement is a method of communication intended for various types of

target consumers to persuade them to buy or purchase a product or service. This
communication involves information related to the products or services with regard to
their name, brand, benefits, offers, etc.
Advertisements are also an important tool or media to develop brand awareness

among the consumers and the subsequent positioning of the brand image in the minds
or thoughts of the consumers.
Presently, advertisement is a well-known informant for developing business in

the marketplace. Advertisement is used to create the product’s impression in the
customer’s mind. Kotler stated that the main objective of advertising is to help
businesses attain brand recognition among customers Kotler, (2003) [32]. Further,
advertisement has gained considerable significance in today’s world in which there is
sturdy competition in the marketplace and rapid technology changes Amandeep,
Varhney, & Aulia et al.,(2017)[33].

Advertisement through broadcasting comprises video or audio descriptions

ranging from 15 seconds spots to lengthier segments termed as infomercials, which
usually last 30 to 60 minutes. An infomercial is a form of advertisement which is aimed
at educating the customer about a product or a series of products via television in the
form of a program. Infomercial typically lasts longer than a regular advertisement and
thus is more detailed and can contain testimonials from supposedly satisfied customers.
Groene (2008)[34].
Consequently, images of the brand also prompt consumers to purchase a variety

of goods. According to a report, brand image enhances the reputations of the firm
through images and feelings related to the brand, and a well-known and accepted brand
image is considered a significant asset of the organisation.
Morden (2009) [35] also pointed out the brand favourability, uniqueness and
strength create the positioning of the brand in the marketplace and those variables act
as a good measurement tool for brand performance evaluation. Mukherjee (2007) [36],
also represented the association between brand strength and image along with the
loyalty of the brand. With regards to India, there is no single research available that
could provide a complete understanding of the above-mentioned phenomena
concerning strategies adopted for advertisement and brand image towards electronic
products (washing machines, inverters, and microwave ovens).
Advertisements are inevitable at present for every product that is being

marketed in this world. They are a cost-effective way of passing on marketing
communication to the targeted consumers or market segment. They can make firms to
get accustomed to the new consumers, develop them, and create confidence among the
prospective consumers and make them familiar with the products or services.
Advertisements can trigger the demand for a product in the market.

Advertisements indirectly have a positive effect on the economies of scale in the
company, as advertisement increases sales and production, as such, the cost of
manufacturing decreases. This results in a price decrease and this further increases the
demand as well as sales.

2.6.1 Objectives of advertising
The objectives of advertising are i) to introduce and create awareness about a

product in the market, ii) introduce and create awareness of a brand iii) attract new
customers iv) create a product or brand differentiation and develop value creation v)
build the brand image vi) effective positioning of the product which leads to product and
brand recall vii) increase sales and subsequent profit.
2.6.2 Types of advertising
2.6.2.1 Print Media
Print media advertising is a form of advertising that uses physically printed

media, such as newspapers, magazines, journals, trade, or business directories to reach
consumers, business customers, and prospects. This is also termed as press advertising.
2.6.2.2 Electronic Media
Electronic media advertising is a modern platform and is an economical way to

connect to consumers by using media appliances and networks or social media
resources for various marketing promotions and techniques. Electronic media includes
television, radio, the Internet, handheld electronic devices such as a mobile phone, etc.
A) Radio Advertising:
Advertisers pay radio stations for airtime and, in exchange, radio stations
broadcast the advertiser's commercial to its ‘listening audience’. In radio advertising,
there are numerous types of commercials that an advertiser might employ, similar to
how brands might pursue different print advertising options. Sponsoring popular
programs in print media through advertisement could be beneficial.
B) TV Advertising:
A television advertisement is a span of television programming produced and

paid for by an organisation. With the rapid growth and penetration of information
technology and electronic media, and almost every household having a television set,

television advertising is a very effective way to reach out to consumers both visually and
emotionally.
C) Internet:
Internet advertising is a set of tools for delivering promotional messages to

people worldwide, using the Internet as a global marketing platform. With the advent of
information technology and Internet technology, the dynamics of advertising has
changed into new dimensions involving websites and online platforms which enable
marketers to reach consumers anytime and anywhere.
2.6.2.3. Other Media
Other media include hoardings, billboards, posters, vehicular displays, among

others.
 Hoardings are display boards on which advertisements are drawn or printed or

electronically designed to make them visible all day and night. Firms need to pay for
space where these boards are placed or fixed.
 Posters are printed on a sheet of paper or cloth and then they are pasted or placed on
the walls, buildings, etc. to attract potential customers.
 Vehicular displays use transport vehicles as the medium of advertising. These transport
vehicles include trains, public buses, etc.
2.6.3 Impact of Advertisement on Consumer Buying Behaviour
Most of the time consumer buying behaviour depends on the liking or disliking of
consumers towards the advertisement of a product or service. A good quality
advertisement is likely to influence consumers into buying that product while a poor-
quality advertisement will do the opposite Blackwell et.al, (2001) [37]; Verbeke, (1992)
[38].
Schudson (1984) [39] stated that advertisements can change social and cultural
values and can trigger the purchase behaviour of consumers. Goldberg and Gom (1978)

[40] claimed that advertisement tends to make the consumer behave more “money-
oriented’ than moral-oriented” in their purchase behaviour. Also, some questions arise
about the impact of advertisement on the attitude and perception of the consumers
concerning the purchase intention Gaber et.al, (2019) [41].
The main purpose of an advertisement is to provide new, innovative, and

valuable input to build a brand image and brand loyalty. Advertisements build an
emotional relationship between the consumer and the brand and influence the
consumer to buy a particular brand or product.
Nowadays, persuading or convincing a consumer to buy a product is very difficult

that too in this era of competition. Riaz, (2015) [42]. Beil and Bridgewater (1990) [43]
stated that most people feel that advertisement is a common factor that has a
significant influence on consumer behaviour. However, if consumers are capable of
realising the actual intention of the advertisements, then advertisements may not have
much effect on the buying behaviour of the consumers Bruck & Goldberg, (1988) [44].
Many scholars agree that advertisement is one of the most widely used tools or
strategies to attract and persuade consumers efficiently and effectively Siropolis, (1997)
[45].
Feofanov (2004) [46] mentioned that arguments related to the adverse impact of
advertisements have always existed. There are accusations that the advertisements tend
to exploit the consumers’ feelings with little or no consideration for ethical values and
create anxiety within the consumers. Aaker et al. (2004) [47] also debated those
advertisements adversely affect social lifestyle and values.
Advertisements and television are an inevitable combination of marketing and

promotion. Many companies use advertisements as an important tool to introduce new
products and to persuade consumers to buy those products. Most of the consumers
who watch television have stated that advertisements influence them to purchase the
product that is advertised.
As advertisements significantly influence the consumers in their purchase

behaviour, companies should ensure that they come up with advertisements that are

ethical and moral. Advertisements should ethically guide consumers to purchase and
should not force consumers in an unethical way to purchase the products. Ethical and
moral advertisements facilitate companies to build and develop their brand image and
consequently improve their market Shar Ninan, (2008) [48].
Effective advertising reaches potential customers and informs them of a

company’s products or services. Advertising must capture prospective consumers’
attention and entice them to use the product. Hence, advertising must be clear and
consistently reflect the unique positioning statement of the business. Mehta, (2000)
[49]; Stone et al., (2000) [50]. The various factors of advertisements that influence
consumers are brand image, entertainment, celebrity endorsements, likeability,
persuading power, and so on.
2.7 Branding
Branding involves the steps or processes where the products are given brand
names. Branding is done to differentiate a product or service of a company or firm from
that of its competitors. Developing an appropriate branding strategy is very much
needed for the products or service which are to be positioned in the minds of the
consumers, so that rigid brand image could be developed and its associated brand
equity.
2.7.1 Brands
Kotler (2000) [51] defines a brand as the “name associated with one or more
items in the product line, which is used to identify the source of the character of the
item(s)”. Chevalier and Mazzalovo (2004) [52] define a brand as a type of agreement or
bond which is indirectly developed or created between a company and its consumers. A
brand can be assigned to a product, a service, a shop, a company, an idea, or a location.
A brand is nothing but a name or term which is used to trigger the consumer buying
behaviour Kapferer, (2004) [53].
As per American Marketing Association (AMA) [54], a brand can be defined as “a

name, term, sign, symbol, or design, or a combination of them, intended to identify the

goods and services of one seller or group of sellers and to differentiate them from those
of competitors”.
Branding strategies should be done as a holistic approach as they are considered

as long-term strategies of a company. The holistic approach of branding as a long-term
strategy comprises a wide set of activities ranging from product innovation to marketing
communication
Branding strategy aims to create brands that are differentiated from the
competition, thus reducing the number of substitutes in the marketplace. A well-
planned brand differentiation would give a brand, a higher degree of brand equity.
“Brand equity refers to the value added to the same product under a particular brand. It
the value of having a recognised brand, based on the idea that firmly established and
reputable brands are more successful” Moisescu, (2005) [55].
When high brand equity is achieved through brand differentiation, the price
elasticity of demand becomes low, allowing the company to increase the price and
improve profitability. Companies should develop their branding strategies based on
brand equity management, effective brand positioning, and improving their value chain
efficiency.
2.7.2 Branding Strategies and Types of Brands
Brand strategy is a plan encompassing specific, long-term goals that can be

attained with the evolution of a successful brand - the combined components of the
company's character that make it identifiable. The first decision to be made in a
branding strategy is whether the company prefers to brand or not its products or
services. If the company has decided to brand its product or services, then the next
decision to be made whether the brand is a manufacturer brand or a private brand.
Any branding effort taken by the manufacturer to brand them is known as

manufacturer branding. A private brand is a brand done by the intermediaries such as
distributors or traders or sellers. A manufacturer brand and a private brand can be
classified into an individual brand, a family brand, or a combination brand. An individual

brand means a brand name that is given to an individual product or service. A family
brand means a brand name given to a group of products or services.
Generally, the company brand will be a family brand for its products or services.
A combination brand means where two brands represent one product or service. This
generally happens when there is a joint venture between two companies, a merger of
two companies, or when few companies combine to ally. Brands also may be identified
as a service brand, personal brand, organisational brand, event brand, geographical
location brand, group brand, private label, media brand, e-brand, among others.
2.7.3 Brand Image
Anwar et al. (2011) [56] stated brand image is how the customers think of a brand.
It can be defined as the perception of the brand in the minds of the consumer. Brand
image is also considered as a feeling, attitude, opinion, and idea of the consumers about
the brand. The brand image develops over time, and consumers form an image based
on their interactions and experience with the brand. These interactions take place in
different forms and not necessarily involve the purchase of products and services. Keller
(2003) [57]; Erfan & Kwek, (2013) [58].
Brand image is the customer’s perception of the brand based on their

interactions. It is an aggregate of beliefs, impressions, and ideas that a consumer holds
regarding the brand. Hsiang-Ming et al. (2011) [59] stated that consumer behaviour is
majorly influenced by the brand image because consumers have a certain set of beliefs
on the brand.
Cho (2011) [60] claimed that consumers select and purchase a brand or product
based on their perception, emotion, or attitude, and it is related to the brand image.
Stephen et al. (2007) [61] point out that consumers tend to develop an image based on
several beliefs or attitudes that prompted the attributes of a product or service. It is also
an individual perception or opinion the consumers associate with the brand and the
information related to that brand. Khan et al., (2012) [62]; Hsiang-Ming et al., (2011)
[63].

Stephen et al. (2007) [64] stated that an organisation if consistently sustains a

good, positive brand image in the minds of the people then it would develop a
competitive advantage over other brands and consequent increase in the market share
for that brand in the industry.
2.7.3.1 Importance of brand image
Many studies have proved that the brand image has a significant direct effect on
brand equity. Brand image is the key driver of brand equity, which refers to the
consumer’s general perception and feeling about a brand and has an influence on
consumer behaviour. One of the main advantages of brand image is that organisations
can improve their brand’s market share when compared to that of their competitors if
they maintain a positive and strong brand image (Hsiang-Ming et al., (2011) [65].
 Brand awareness
 Subjective Perception of
Short Term
advertising pressure
 Memorability of
advertising
 Brand uniqueness
 Charity of internal image
 Attractiveness of
internal image
 Brand appeal
Long Term  Trust in brand
 Brand loyalty
Source: Zimmermann et al., (2002) [66}, stated in Bivainiene & Sliburyte, (2008) [67]
Figure 2.11: "Iceberg" Model of the Brand Equity

Among the various brand equity models developed, brand image is one of the
major factors for brand equity. Some of the brand equity models are the Iceberg model,
Aaker’s model, Keller’s model, Semion’s model, among others.
Bivainiene and Sliburyte (2008) [68], states the ‘Iceberg Brand Equity (IBE) model
provides a clear picture of elements which are visible, and which are invisible to

consumers. The ‘visible (short term) elements’ have great impacts on the ‘invisible (long-
term) elements’ which form the brand asset. The short-term visible elements are brand
awareness, subjective perception of advertising pressure, brand uniqueness, remember
of advertising, clarity of internal image, and attractiveness of internal image, and the
long-term invisible elements are the brand appeal, brand loyalty, and trust in the brand.
This model symbolises that brand equity has a significant effect on the brand’s success
and that brand equity can be attained only by effectively developing a brand image.
Keller’s Customer’s Based Brand Equity (CBBE) model is shown in Fig 2.12. The
model has four major components or elements viz. i) Brand identity, ii) Brand meaning
iii) Brand Response iv) Brand Resonance. The CBBE model or the brand equity pyramid is a
pyramid which tells us how to build brand equity by understanding the target consumers
and implementing strategies as required.
Brand identity talks about the company or product or brand which is related to
‘who you are’ and is the way the consumers look up to a brand and how they
differentiate that brand from other brands.
Brand identity is built when customers are unaware of your products. The work
for the brand here is to build a strong brand identity for the benefit of the brand and to
attract the customers. Once a customer is aware of the brand, they start identifying the
brand.
Source: Keller, K. L. (1993) [69]
Figure: 2.12 Keller’s Brand Equity CBBE Model

Brand meaning is how the consumers perceive the brand after they become
aware of it, and would like to know whether the brand is reliable, good to use for a
longer period, has good customer service, and other such important information. The
brand meaning has two items viz i) brand performance how well the brand meets
consumers' needs. ii) Brand imagery which is about how the brand appears to the
consumers.
The brand response is about how the consumers react to the brand after they
purchase it and use it. It is related to the consumers’ judgement and feeling about the
brand. If the judgments and feelings are positive, then there would be a positive
word of mouth campaigning by the consumers about the brand to the other consumers.
If the judgements and feelings are negative, then there would be a negative word of
mouth campaigning about the brand to the other consumers.
Brand resonance is how well a customer relates to a brand. It is how someone

perceives a brand and its values or goals. Consumers love the product or brand and
consider it as a special purchase, that they do not want to buy other brands and they
feel that the brand is rare and precious and start promoting the brand. Consumers are
actively involved with the brand, even when they are not buying it or consuming it.
Aaker et al.’s (2004) [70] brand equity model has five major components or
elements. They are i) Brand loyalty ii) Brand awareness iii) Perceived quality iv) Brand
associations and v) Proprietary brand assets.
Brand loyalty measures the consumers’ loyalty towards a particular brand and it
is very difficult for the competing brands to copy.
Brand awareness measures the degree of knowledge about the brand or how
much the brand is known in society or the public.
Perceived quality measures the ability of the brand to deliver its features which
consumers believe a product or service represents.
Brand association implies what the consumers think or feel about the brand.

Proprietary brand assets measure the degree or strength of patents, Intellectual

property rights about the brand.
Perceived
Quality
Name Brand
Awareness Associations
Brand Other Proprietary

BRAND EQUITY
Loyalty Brand Assets
Name
Symbol
Provides Value on Customers by Provides Value to Firm by Enhancing:

Enhancing Customers:  Efficiency and Effectiveness of
 Interpretation/ Processing of Marketing Programs
Information  Brand Loyalty
 Confidence in the Purchase  Prices/Margins
Decision  Brand Extensions
 Use Satisfaction  Trade Leverage
 Competitive Advantage
Sources: Aaker et al.’s (2004) [71]
Figure: 2.13 Aaker’s Brand Equity Model
2.7.3.2 Components of brand image
Attributes: A brand, in the consumers’ mind, is always perceived to be associated with

some attributes
Benefits: Each attribute of a brand is linked to a certain usage and emotional benefit or
advantage. For example, if ‘durability’ is an attribute of the brand then the benefit that
the brand could give is long life.
Values: Brand also portrays some value of the product or service or the company. These
values are related to safety, security, performance, cost, and so on.
Culture: Sometimes some brands are associated or related to culture.
Personality: Brand is depicted as a personality-related image. Some personalities are

spirited, successful, creative, sincere sophisticated, etc.

User: Brand also indirectly indicates the target customers it is intended for.
Brand image is a widely researched topic in the twentieth century because of the ability
of the brand image to create very good brand equity.
A brand which has a positive image can create some expectation within the
consumers because the consumers may relate the brand image to their lifestyle or
activities or interest and tend to develop a bond towards a brand. This bonding is further
developed into brand loyalty. On the contrary, a brand that has developed a negative
image in the minds of consumers will have a negative image among the consumers not
only for the particular product or services but also for the whole range of products or
services or family brand or group brand. Brands help in understanding the behaviour of
the consumers because brands exhibit several quality attributes, price ranges, etc.
2.7.4 Effects of Brands on Customer Relationship
In the past few decades, many studies have been carried out on the brand and its
association with the consumers. Davis (2000) [72] considered the brand as a multi-
dimensional factor and lists out 12 themes related to the brand. They are i) personality,
ii) logo, iii) company, iv) image, v) value addition vi) value system vii) risk reduction viii)
identity ix) relationship x) shorthand xi) legality and xii) evolvement.
Fournier (1998) [73] developed a model related to brand relationship quality

based on the consumers’ tendency to see and associate human attributes with the
brand, this model conceptualises the tendency of the human imagination to think of a
lifeless object as a real object or live object and relate to them to several human
characters. Though brands are not living entities, it can be shown as a real object by the
involvement of brand managers and a relationship can be built between the brand and
the consumers.
Fournier (1998) [74] measured brand relationship strength, stability, and

constancy through a new construct of the brand relationship quality (BRQ), which
contained six elements, He stated that this type of relationship or association emerges
because of brand significance and the actions of the consumers. Based on this, six types

of relationship or association is listed out. They are i) self-connection ii) love and passion
iii) commitment iv) interdependence v) intimacy and vi) brand partner quality.
2.7.5 Impact of Brand Image on Consumer Buying Behaviour
The market is inundated with a large number of brands and consumer buying
decisions are mainly based on the brand image of a particular product. Further, if the
brand image is in line with the individual concepts of the consumers, then consumers
tend to consider that brand.
According to the self-concept theory, one’s self-concept is the perception of

him/her that includes elements such as capabilities, characteristics, shortcomings,
appearance, and personality. Companies have to consistently evaluate the reliability of
the brand image with the consumers’ self-perception, because the consumers’ brand
perception may differ over time and in various social contexts.
2.8 Factors influencing Electronic Home Appliances Buying Behaviour
Several factors induce consumer behaviour towards buying any product, ranging
from environmental influences such as employees’ values and attitudes towards
customers, to socio-economic Kotler & Armstrong, (2008) [75] characteristics such as
personal factors (age, sex, education, income, occupation, etc.) Pars & Gulsel, (2011)
[76] to cultural factors Durmaz et al. (2011) [77] and subjective norms are such as
influence from close friends, family members, society, etc.
Aattitude and beliefs Rashid et al., (2013) [78]; Harter, (2004)[79], and
motivation (Hoyer & MacInnis, (2008) [80]. Each individual has his/her standards of
opinion and different behaviour in the role of a consumer. That is, there are differences
in the buying behaviour of consumers. The careful understanding of factors that helps
the investigator to know the decision-making style of consumers, further support the
policy-makers in electronic industries to make a proper strategy for advertising.

2.8.1 Consumer Involvement
Any purchase behaviour requires a considerable degree of consumer

involvement for any type of product. This is one of the important precedents for
studying the purchase behaviour of consumers. The degree of involvement differs from
product to product and depends on the nature of the product. The degree of
involvement may range from a low degree of involvement to a high degree of
involvement. For example, while purchasing milk the consumer involvement may be
very low whereas while purchasing a mobile phone the level of involvement will be very
high.
Involvement includes various considerations like time, effort given, and the
enjoyment attained while purchasing and using a particular product. The theory of
involvement states that involvement related to purchase has two levels: Low-level
involvement and high-level involvement. Houston and Rothschild (1977) [81]
acknowledged these types of involvements; however, many researchers did not make
any specific indications about the type of involvement they are studying into.
2.8.2 Product Features
Consumers always consider the features of the products they want to purchase.
The product features always influence the purchase behaviour towards many products.
Product features are always considered to be an important factor in purchase decisions
and have high involvement in consumer purchase behaviour. The product features are
related to aesthetic features such as design, colour, style, etc. and functionality features
such as durability, speed, efficiency, etc. In some products aesthetic features are given
more importance and, in some products functionality, features are given more
importance and in certain products both are considered equally. Sometimes a brand is
also considered an important factor for a particular product.
Kwan et al. (2004) [82] identified several factors in clothing choice criteria such as
brand name, self-image, durability, style & quality, durability, etc. Neena and Singhvi
(2006) [83] reveal that consumers believe product attributes are based on the positive
or negative opinion of the features of a product or service.

2.8.3 Service Team Behaviour
The service team which may be the sales service team during the purchase or the
after-sales service team after the product is purchased, influences the purchase
behaviour of consumers. This depends on the type of product, for example, in the case
of FMCG products, the service team’s behaviour may not play a significant role in the
purchase decision, and however, in the case of products such as consumer durable
products, automobile, etc., the service team behaviour plays a significant role in the
purchase decision of consumers
Chang et al. (2005) [84] stated every company needs to prioritise its service team
(before and after-sale service team). Customer service is the voice and face of the
company, particularly when it comes to influencing consumer buying behaviour. The
service team represents the company in the eyes of the clients. As such, inappropriate
handling of consumers can damage the reputation of the company.
In the case of electronic home appliances, the service team behaviour is very
important in consumers’ purchase behaviour and decision. The service team behaviour
includes courtesy of the service or sales employee, the degree of service quality
delivered during the sales, and after the sales of a particular product.
2.8.4 Peer References
It is the natural tendency of many consumers to seek others’ opinions and advice
before making an important decision in their life. This is also applicable while making
purchase decisions for some important products particularly the products which satisfy
the needs of the consumers in the social need hierarchy in Maslow’s hierarchy of needs
pyramid.
Peer references refer to the suggestions provided by consumers who have

already used certain products earlier and also consider the past buying and usage
experience of the same consumers when they go for a repeated purchase of those
products. Consumers looking to purchase consumer durable products tend to seek peer

references before they purchase the products. The same thing applies to the purchase
behaviour towards electronic home appliances.
Kaman (2010) [85] studied the peer influence on purchase behaviour and the
findings suggested that peer influence had a significant effect on purchase behaviour. Hu
et al. (2016) [86] in their study included peer-characteristics as one of the influencing
factors in studying purchase intention and found that peer characteristics have a
positive impact on purchase intention. Makgosa and Mohube (2007) [87] found that
peer influences had a significant effect on the purchase decision of various product
categories
2.8.5 Advertising influence
Advertisement is one of the most influential tools to attract and persuade

consumers to buy a particular product. For many decades, advertisements have been
used by almost every company to promote their product. Like any other product,
advertisement plays an important role in the promotions of electronic home appliances.
Manufacturers spent a considerable amount of money on advertising their products.
Advertising is a kind of information communication activity. It tends to create

awareness and educate targeted customers through the contents of advertisements,
using various types of media.
Dominic (2013) [88] states that advertising is a marketing communication that

employs an openly sponsored, non-personal message to promote or sell
a product, service, or idea. Benson-Eluwa (2004) [89] quotes that advertising as
information, influence and informs consumers about the products and services through
various media by paying those media. Advertising is a means of communication with the
users of a product or service. Advertisements are messages paid for by those who send
them and are intended to influence or inform consumers who receive those Tyagi &
Kumar, (2004) [90].
Trehan and Trehan (2010) [91] stated that the market is constrained by
consumers, so organisations need to convince and attract consumers for selling their
products and services. Choi and Rifon (2002) [92] stated that the development of online

commercials demonstrates the firms' belief in Internet advertisements as a better

option than that of advertisements in traditional media.
Deshwal (2016) [93] stated that companies nowadays invest heavily in online
promotion because they believe that impact of online advertisement is significant. His
study examines various types of Internet advertisements and examines how Internet
advertisements influence consumer buying behaviour.
Plummer (2000) [94] claimed that advertising is indispensable to brand value.

Advertising is a form of communication intended to persuade an audience to purchase
or take some action upon products or services. It comprises the name of a product or
service and how that product or service could benefit the consumer, to persuade a
target market to purchase or to consume that particular brand.
Chauvin and Hirschey (1993) [95] attempted to determine whether investors

recognise the long-term, asset-like, features of advertising and R&D expenditures. They
stated that advertising and R&D expenditures have a positive and consistent influence
on the market value of the company. R&D and advertising expenditures are viewed
positively and considered as investments in ‘intangible assets’ are having positive
impacts on future cash flows. They discovered that size advantages make R&D and
advertising expenditures profitable for larger firms. However, even if scale advantages
exist, small firms are more likely to make continuous investments in R&D and advertising
to maximise their firm’s value
Sindhya (2013) [96] investigated and evaluated the impact of advertising on

consumer preferences and loyalty concerning the product or service promotion of
different products among students and teachers of Kerala. The study revealed that the
level of awareness of the impact of advertisement is relatively better than expected
among the students and teachers. Many of them are active listeners of the media for
gathering information regarding the new products, the trend in the market, and make a
comparison with the products of other firms.
Faraz Ahmad (2014) [97] did a study of TV and Internet advertisements which
conclude that internet advertisement is a better platform to provide information than

the Television platform or media. Dar et al. (2014) [98] analysed the perception of
university students towards the effect of advertising on Facebook and TV and found that
there is no significant difference in perception among the students. Saeed et al. (2013)
[99] studied the dimensions of Internet advertisement on consumer attitude and
revealed that there is a positive and significant relationship between consumer attitude
and advertising utility. Also, consumer attitude has a strong positive effect on consumer
trust in advertisements.
Natarajan (2013) [100] revealed that working persons demonstrated a negative

attitude towards the falsity of advertisements and a high positive attitude towards the
social role of advertisements. Both students and working people said that
advertisements were materialistic and have value corruption.
Senthil et al. (2013) [101] studied the customer’s perceptions towards

advertising in online shopping and social networking websites and found that consumers
believe that advertisements on the Internet are more believable as compared to other
mediums and very few people believe in magazine advertisements.
Azeem and Haq (2012) [102] investigated beliefs and attitudes toward online
advertising among consumers, entrepreneurs, and employees and the relationship
between belief factors and attitude towards online advertising, and consumers'
behavioural responses to online advertising. They provided thorough information on
the impact of various factors on the Internet advertising and the distinction of Internet
advertising effectiveness among three demographically different variables.
Onewo Tobi; Morakinyo Ayodele &Akintan Akindele (2020) [103], the aim of
study was to check the impact of online and website advertisement on customers
purchasing behaviour in Ikejia Area, Lagos State. Researcher collected data through a
questionnaire and on analysis he concluded that website helps customers to check
products in making purchase decisions. Even the reviews on website help customers in
making decisions to buy.

2.8.6 Brand Influence
Branding of a product or service is one of the significant strategies adopted by

the manufacturers or service providers to position their products in the minds of
consumers. A very good brand may create very good brand equity and brand loyalty
among consumers. Brand plays an important element as a part of the features of
electronic home appliances and manufacturers are striving to get their brands
positioned very well among the consumers so that they are influenced by the brand
image to purchase that particular electronic home appliance.
Da Silva and Syed Alwi (2008) [104] proposed that brand image is influenced by
the values which stakeholders, through their experiences with the organisation, attach
to the brand. A positive brand image, that comprises functional as well as emotional
aspects of the brand, offers an advantage over a brand's competition and leads to
increased levels of customer loyalty.
Chang, Hus, and Chung (2008) [105] claimed that or brand equity in service
markets, the antecedents are brand image and brand attitude, and the outcomes are
brand preference and purchase intentions. Through empirically testing, the relationships
between brand image, brand attitude, brand equity, and brand preference and purchase
intentions were confirmed; besides, the impact of brand attitude on brand equity was
found to be larger than the impact of brand image.
Zhang (2015) [106] stated that brand image is the key driver of brand equity,
which refers to consumers’ feelings and general perceptions and feelings about a brand
and has an influence on consumer behaviour. For marketers, irrespective of their
companies’ marketing strategies, the purpose of their marketing activities is to influence
the consumer’s attitude and perception towards a brand, build the brand image in the
consumer’s mind and trigger the consumer’s actual purchasing behaviour of the brand,
thus increasing sales, maximising the market share, and developing brand equity.
Standards and Gulsel (2011) [107] simultaneously state that brand image is a
perception developed as a result of various factors (e.g., affiliations connected with a
said brand, buying experience, structures and proportions of advertisement,

advancement, and so on.), which implies that from the point of view of different
beneficiaries it is an unpredictable, inhomogeneous and very dynamic classification.
Brand image is frequently connected with the brand personality. Upshaw

emphasised the need to understand consumers and the current brand's assets before
proceeding to refashion a brand's personality and positioning. Kall (2005) [108] claimed
that the “purpose of identity is to define the meaning, intention, and reason for the
brand; the identity needs to precede the image”
Drezner (2002) [109] proved that the consumers react based on their perception
towards the brand not on what the brand is intended for. Therefore, the brand image is
considered as a combination of various attributes that the consumer perceives in a
brand either by direct association or indirect association.
Praveen Paul J, Jaya Christa S.T. (2020) [110] Aim of this article was to analyse
factors affecting the consumers buying intentions for purchasing Air Conditioners. Data
was collected through a questionnaire for analysis and it was derived that brand is the
most important consideration for purchasing Air Conditioner. In the research it was
noted that other factors price, energy efficiency, etc.
The brand image may vary from consumer to consumer but sometimes
consumers may have the same perceptions towards a brand. Therefore, the brand
image is an overall thought or feeling in brand positioning from the viewpoint of
competition among the brands belonging to a similar category and the strength of the
brand positioning in consumers’ minds. Sometimes, consumers select a brand to have a
better understanding of them whether their self-concepts are expressed and presented
by the brand and also to talk about their status to others through that brand.
Past studies also indicate that a brand has a strong effect on the self-esteem and
status of the consumers. Consumers tend to buy a brand if they feel that their image has
a similar symbolic connection with the brand features and brand image. Arnould et al.,
(2005) [111].

Sirgy and Johar (2015) [112] proved that perception, thoughts, emotion, and
attitude of consumers on a brand can significantly influence the buying behaviour of a
consumer. Brand image is also considered as a collection of particular features or
characteristics of the brand which have a strong connection among the consumers’
perception, products, and brands.
Schiffman & Kanuk, (2000) [113] expressed that consumer employ brand as a
tool to express themselves. 2.8.7 Buying Behaviour.
Buying behaviour of consumers differs from consumer to consumer and also

differs within a consumer over a while particularly at different ages. The buying
behaviour of a consumer during his/her youth may differ after getting married or
attaining more age. Consumers’ buying dynamics are also affected or influenced by
various reasons and one of the main reasons is the concept of Maslow’s hierarchy of
needs.
Sheth, Newman, and Gross (1991) [114] listed out several qualities which clarify
the buying dynamics such as useful, social, enthusiastic, epistemic, and restrictive. Buy
dynamic depends upon the way the consumer deal with the product and what
consumption value the individual in question has. Customer commitment could be
perceived as the expansion of customer satisfaction. Past studies portray customer
loyalty as continued buying behaviour from a close perspective. Customer trust comes
from customers' support of a brand, which triggers their consistent buying behaviour of
the brand and therefore produces benefits for the organization.
Rani (2014) [115] indicated that consumer buying behaviour refers to the
purchase behaviour of a definitive consumer which is impacted by various factors,
specificities, and qualities. The other factors which drive the purchase or buying
behaviour are lifestyle, social class, subculture, family, psychological factors, social
activities or interaction, etc. By studying these factors, the firms can get a chance to
develop a methodology and unique value proposition concerning the brand and
appropriate advertising techniques to position the brand effectively and efficiently.

Ramya and Ali (2016) [116] stated that consumer buying behaviour refers to the
buying behaviour of the ultimate consumer. Many factors, specificities, and
characteristics influence the individual in what he is and the consumer in his decision-
making process, shopping habits, purchasing behaviour, the brands he buys or the
retailers he goes. A purchase decision is the result of each one of these factors. By
identifying and understanding the factors that influence their customers, brands have
the opportunity to develop a strategy, a marketing message (Unique Value Proposition),
and advertising campaigns more efficient and more in line with the needs and ways of
thinking of their target consumers, a real asset to better meet the needs of its customers
and increase sales
Victor et al. (2018) [117] investigated the factors that influence consumer
behaviour, and their prospective online purchase decisions in a dynamic pricing context,
through an exploratory factor analysis approach. This study identified, measured and
classified 27 research items into variables, namely shopping experience, privacy
concerns, and awareness about reprisal intentions, dynamic pricing, fair price
perceptions, buying strategy, and intentions for self-protection. These seven factors
could be used to explain consumer behaviour in a dynamic pricing situation
Johar (2015) [118] studied the buying behaviour of women to understand the
role of the women in buying behaviour and the findings showed that 71% of the
respondents considered quality as one of the most prompting factors in their purchasing
choice. Also, it was found that 10% of the respondents considered comfort as their
prompting factor in their purchasing choice, 7% thought about the brand, 6% spoke
about services (during and after purchase), and 4% were influenced by the cost.
Muhammad Waqas, Sikander Ali Qalati, Shakir Hafeez, Luqman Tauheed Rana,
Sheikh Muhammad Farhan (2020) [119] inferred from their research of celebrity
endorsement, packaging, brand image, etc have direct positive impact on buying
behaviour in the Cosmetic industry of Pakistan. They also derived the mediating effect
among the celebrity endorsement and customer buying intention. In the research it was
also found that there is direct relation between green buying intention with all
independent variables such as brand image, packaging and celebrity endorsement.

Stavkova, Stejskal, and Toufarova (2008) [120] studied the influence of factors
biasing purchase decisions connected with the measurement of consumers’
involvement. Consumption expenditures were purposefully subdivided according to the
classification made by the ‘Statistical Office of the European Communities’. The
performed survey showed that the most important factors biasing purchases of all
commodity groups are products’ characteristics and the perceived quality.
Furaiji, latuszynska, and Wawrzyniak (2012) [121] contributed to a deeper

understanding of the impact of different factors on consumer buying behaviour. The
purpose of this study was to determine the factors affecting consumer preferences and
behaviour in the electric appliances market in Iraq. The study found that social factors,
physical factors, and marketing mix elements are strongly associated with consumer
buying behaviour. These analyses make it possible to discover consumer decision-
making rules. The results may assist producers and retailers in understanding consumer
behaviour and improving consumer satisfaction.
Eze and Bello (2016) [122] aimed at exploring the sociological factors influencing
consumer buying behaviour in the textile industry. This study deployed a qualitative
approach to investigating key factors impacting consumer buying behaviour. The study
adopted semi-structured interviews with 16 employees of ‘TR COUTURE’. The finding
revealed that age, income, quality, and fund shaped consumer buying behaviour.
Marketers must continually study the behavioural patterns of consumers before making
plans to buy goods sold to consumers as factors explored in this study indicate that they
strongly influence consumer buying behaviour.
Renu, Sanjeev Bansal & Vandana Gupta (2020) [123] studied advertising on social
media has impact on consumer buying decisions. A survey was done and collected data
from 100 respondents through a questionnaire in Chandigarh. From the study they
inferred that advertisement on social media has positive impact on buying decisions.
Pawar and Naranje (2016) [124] expressed that consumer behaviour study
depends on consumer purchasing behaviour, with the consumer assuming the three

specified roles of client, payer, and purchaser. Consumer buying behaviour has become
a necessary piece of vital marketing plans
Nagar, Guha, and Chandra (2015) [125] studied the consumers purchasing
grocery and food products by studying their behavioural changes. The study indicated
that consumers’ decision to purchase grocery and food products from either an
organised retail outlet or an unorganised retail market is influenced by various other
factors. The factors identified were categorised as antecedents, socialisation, mental and
behavioural outcomes, and retail outlets that have a good and pleasant environment for
shoppers. Despite the increased number of supermarkets and hypermarkets, not only
are the traditional markets able to coexist with modern retail formats, but they remain
the preferred place to buy groceries and food products.
Mashao and Sukdeo (2018) [126] identified the major factors which affect the
consumer buying behaviour of durable household products. The findings of the study
will provide the manufacturer of durable household products with an indication of
influencing factors when designing and developing their products. The influencing
factors that were identified in this study include product features, product quality, brand
reputation, cost of the product advertisement, and previous experience. The findings
further indicated that gender has no significant effect on their buying behaviour.
A rational number of studies were conducted to analyse customer behaviour and

identify the major factors influencing their buying decision. Most studies examined
consumer behaviour in association with demographic and socioeconomic characteristics.
Consumer choice or intentions can be classified by distinguishing between those that are
coherent and those that are purely emotional such as dependability, low-cost, durability,
and, etc. Emotional motives include buying out of pride in personal appearance or fear
of accident Garga. (2016)[127].
Nguyen and Gizaw (2014) [128] identified and analysed factors that influence
consumer purchasing decisions of private label food products. The research identified
five factors that influence consumers purchase decision of low-price private label brands
are brand, brand-related activities (advertisement & word of mouth), perception,

attitude, purchase intention and demographic factors. The study proved brand and
brand-related factors are not significant factors that influence purchase intention.
However, for food products, the price-quality relationship is the most important factor.
If consumer perception of quality and price match their expectation, they will be
satisfied and perceived high value for the products. However, if the consumers are
dissatisfied with the product, they perceive risk and that harms their purchase decision.
The study also showed females buy more low-price private labels compared to males
and those who earn low income also buy more low-price private labels compared to
ones with higher incomes
Thangasamy and Pakitar (2014) [129] proposed that the firms should be able to
differentiate the individuals who would like to finalise the buying choice to understand
the purchasing choices of the consumers and what kind of buying options are made.
Kotler and Armstrong (2008) [130] in their study of factors influencing consumer
buying behaviour found that among all the factors, physical factors, social factors and
individual factors were the main considerations influencing consumer purchasing
intention. Individual factors, like occupation, financial circumstance, and motivation
turns into the normal factor as it is not perfect for consumers to spend above their
monetary limits.
Rayport and Jaworski (2003) [131] stated that the buying process is divided into-
pre-buy, buy, and post-buy. Consumers begin gathering data concerning the criteria that
decides the buying decision of the product and the area where the purchasing is to be
done. The question concerning the certainty of the brand is raised too with regards to
the utility of the product and service that the customer gets on the purchasing day.
2.9 Previous Studies
As per the study of Driessen (2005) [132], advertisement is an instrument

through which enterprises can develop and improve the impression of their brands and
themselves. Through advertisements, enterprises primarily attract young adults and
teenagers because they accept traditional direct advertisements more than the grown-
ups and they respond fast to the advertisements of an enterprise.

Armstrong G. (2007) [133] noticed that sponsorship and advertising impact the
consumers and enhance the brand image of the product. The study identified that age
plays a major factor in the impact of brand image and advertisement.
Sivanesan (2014)[134] showed the influence of advertisement and brand image

on consumer buying behaviour in Kanyakumari district, Tamil Nadu. The study
conducted interviews with 200 respondents of 100 urban and 100 rural consumers.
Study findings showed that both advertisements and brand image strongly influenced
consumer buying behaviour. The study noticed that people have a good brand image
that creates a positive attitude towards the product. Likewise, the advertisement also
changes the consumer attitude towards the product positively.
Singh et al. (2014) [135] examined how urban and rural consumers conceive the
mobile phone through advertisement and brand image in India. Hence, the study
collected the data from 200 respondents of various age groups, occupation and income,
and study findings showed that the rural population mainly depends on TV
advertisements and retailers of mobile phone, while urban population considered
advertisements and brand image of the product organization.
Puji, Rahayu, Obstar Singa, Micro (2020) [136] Objective of the research was to
find out impact of micro-influence marketing and brand on buying behaviour.
Researcher used quantities approach to derive the results. He inferred those micro-
influences had lesser impact on customer purchase intentions, but brand image had high
effect on customer’s buying intentions.
Robert Brolin & Carl Spångby (2020) [137]. Objective of the study was to find
advertising impact on purchase attitude and buying intention toward sportswear. A
survey method was used to collect primary data and on analysis, it was derived that
advertisement on Instagram had positive impact on buying behaviour and attitude. Even
brand also was contributing factor in buying behaviour.
Fatima and Lodhi (2015) [138] through their study involving 200 young males or
females who were consumers of different brands of cosmetics aimed to study the
impact of advertisement on their buying behaviour, they mentioned that advertisements

are useful in developing strong brand awareness and positive perception about the
cosmetic products and also influenced buying behaviour, The study suggested several
appropriate strategies for the promotion of cosmetic products. The strong relationship
between consumer awareness, perception, and buying behaviour influenced consumers
towards a particular product.
R. Narsaiah, R Shashi Preetham (2019) [139] studied the effect of brand on

apparels products on consumer’s purchase decisions. 128 respondents were chosen in
the area of Kukatpally and collected data and on data analysis, it was derived that
customer consider brand name before buy any apparels products. Male and female both
consider brand as an important parameter before actual purchase.
Aneeza Bashir and Malik (2010) [140] analysed the impacts of commercials on
consumer behaviour of college students where six brands were chosen and studied
concerning their promotions. The findings showed that commercials significantly
convinced the consumers in their purchase decisions and commercials helped them to
recall the information related to the product while making a purchase.
Khasawneh and Hasouneh (2010) [141] indicated that consumers realise the
importance of the brand while they make the purchase decisions and they tend to buy
branded products, even without hesitating to pay more price for that, because they feel
that branded products have better quality than the unbranded products.
Shah et al. (2005) [142] viewed that sometimes firms undertake social
works/activities to persuade the consumers’ decision towards a brand. Brand
personality and the brand image along with ecological concerns have a significant
influence on the purchase decisions of the consumers.
Del Rio et al. (2001) [143] indicated that the value of a brand is perceived by the
consumers based on several capabilities like guarantee, social status, and individual
uniqueness, and these factors effectively impact customers' brand faithfulness and
ability to acknowledge improvements in brands. This type of brand association has a
positive connection with purchaser buying considerations.

Tamm (2007) [144] clarified that a brand is seen as an important resource and
attractive tool to attract consumers for specific products. Consumer behaviour can be
analysed based on brand awareness, association, and loyalty. Chinese consumers have
negative behaviour towards their locally created brands. The buying behaviour of
women is influenced by brand status and brand disposition. Women are now becoming
and showing more brand consciousness and prefer branded apparel.
Prince (2010) [145] notified that brand and its features related to a product
influence the personal buying behaviour of consumers. The various features of a brand
include product experience, brand consciousness, and consumer certainty which can
impact the buying behaviour.
Doostar et al. (2012) [146] point out that brand value can be measured by several
items like brand image, brand consciousness, brand character, and brand quality and
they give significant results on consumer buying expectations. A brand is a
recommended tool that helps the organisations to realise several valuable advantages
through its multidimensional structure matching consumers’ perspectives.
Ayanwale, Alimi, and Ayanbimipe (2005) [147] did a study on the topic “the role
of advertising in influencing consumer preference for the brand “Bournvita” in Nigeria”,
and found that both males and females of various age groups were similarly impacted by
advertising in their preference for the brand. The significant reason for the inclination is
its captivating advertising and rich quality. Television advertising was generally favoured
by most of the respondents than other advertisement media.
Sawant (2012) [148] stated that brands are bigger than ever, but as a result, it is
also true that more than ever is expected of them. In today's world, a brand occupies a
space on the consumer landscape much like that of a person. Advertising also provides
the necessary support after the consumer has made the purchase. If the consumers
experience dissonances or discomforts owing to their purchase decision, then
advertisement reduces this feeling of discomforts and providing information on the
attributes of the products. It is even more necessary to neutralize the impact of the
advertisements of rival brands.

2.9.1 Previous Studies on Impact of Advertisement Medium on Consumer Buying

Behaviour
There are extensive studies on the role and impact of advertisements on

consumer buying behaviour.
Oh and Xu (2003) [149] mentioned that mass media have a significant impact on
thinking and lifestyle of consumers. Advertisements change the lifestyle, behaviours and
thinking of consumers.
Chen et al. (2018) [150] stated that advertisements are informative to bring an
understanding and knowledge to customers, so they can get the required products.
Abideen and Saleem (2011) [151] stated that advertisements have positive
effects on the consumer’s behaviour, which were of different age groups in Pakistan’s
second-largest city Lahore. The flow of advertisement changes the consumer’s buying
decision. Rashid et al (2013) [152] emphasized that brands advertisement plays a vital
role to stimulate consumers to buy the same brands; it enhances the performance of
any business and its image among the rival market.
Bakshi, G., & Gupta, S. K. (2013) [153] Objective of research was to find impact
of advertisement through online and its influence on customer buying intention. From
the study it was inferred those advertisements online have becoming one of the
important tools for the firms and service organizations. Important things are to
understand the target customers and derive strategies to get optimum benefits.
Gerald Munyoro and Willmore Nhevere (2019) [154] studied Chinhoyi University
student’s purchasing behaviour by endorsement of celebrities in an advertisement.
Primary Data was collected through a structured questionnaire from university’s’ 100
students. On data analysis, it was inferred that celebrity endorsement help in creating
awareness of different products and have positive impact on student’s buying
behaviour.
Wijaya (2011) [155] stated consumers in India are significantly impacted by

advertisements due to the transparency of price and quality of the product. Similarly,

Kumar and Raju (2013) [156] assessed the advertising role and impact on decision-
making process among 110 respondents in India and examined the impact of
advertisement that change the behavioural and attitudinal aspect of consumer buying
behaviour.
Sindhya (2013) [157] concluded that while advertisements often include

information that cross-cut all personality profiles, some consumers ignore some of this
information and rely primarily on advertising claims and on personal experience in
forming judgments about advertised products. On the other hand, some consumers
defer decisions until the advertising claims have some credibility behind them before
making product purchase decisions.
Sunderaraj (2018) [158] suggested that in the present business world, marketing
results depend on the degree of communication that exists between the company and
the customers. Advertising is one of the important management tools for providing and
maintaining a fruitful and efficient communication between the firm and the consumers.
Kaled Moafa Ahmed (2020) [159] worked on finding the effect of advertising
design on social media on customer behaviour. Primary data collected through a
questionnaire from 303 people who were buying online. From the study found that
consumers had direct impact on their buying behaviours of advertising contents on
social media.
Awan et al. (2016) [160] explain the factors likewise the necessity of
advertisement, the pleasure of advertisement, the dominance of advertisement, brand
recall advertisement, and stimulation of advertisement. These are very helpful in
creating and shifting the consumer’s buying behavior that is a very positive sign for the
advertising and marketing companies. Our results also proved the model of the study
which revealed that advertisements have a significant impact on the consumers ‘buying
behavior and widen their choices. This study will be proved helpful for the marketing
and advertising companies to promote their products in light of our empirical results.
Sathya and Indirajith (2016) [161] convey that consumer buying preferences are
rapidly changing and moving towards high-end technology products with acculturation.

Products which were once considered luxury items have become a necessity because of
the changing lifestyle and rising income levels. With the growth in disposable incomes,
the demand for high-end products such as television, washing machine, refrigerator, and
air conditioners has increased considerably. It is also facilitated by the easy availability of
finance and the prevalence of nuclear families. Increasing in demand for consumer
durable in the market the fall in prices as Indian consumers continue to attach a high
degree of importance to value for money.
Kumar and Gupta (2015) [162] concluded that all marketing starts with the
consumer, therefore, the consumer is very important to a marketer. A consumer decides
what to purchase, for whom to purchase, why to purchase, from where to purchase, and
how much to purchase. To become a successful marketer, he must know the liking or
disliking of the customers. The study of the consumer preference not only focuses on
how and why consumers make buying decision but also focuses on how and why
consumers make the choice of the goods they buy and their evaluation of these goods
after use.
Kalaiselvi and Muruganandam (2015) [163] stated that consumption trends differ
from similar income households in urban areas to rural areas significantly. Before the
liberalization of Indian economy, in Indian white goods markets, reputed companies like
Godrej, Videocon, Kelvinator, BPL, Voltas and Allwyn had the major market share. After
liberalization, many foreign players like Whirlpool, LG, Sony, Samsung, IFB, and Aiwa had
entered into the market. This opening created a dramatic change in the white goods
market.
H. Kumar (2014) [164] defines marketing personnel are constantly analysing the
patterns of buying behaviour and purchase decisions to predict the future trends.
Consumer behaviour can be explained as the analysis of how, when, what and why
people buy.
Adithya (2013) [165] concluded that the usage of new tools and techniques
brought about revolutionary changes in the production of goods. The most important
thing is to forecast where customers are moving and to be in front of them. The current

scenario shows many developments and changes taking place around us with all the
industries and firms within each industry trying to keep pace with the changes and
diverse needs of the people.
Sonkusare (2013) [166] defined consumer is one who consumes the goods and
services product. Marketing aims to meet and satisfy the target customers’ needs and
wants. The modern marketing concept makes customers the centre stage of organizing
efforts. The focus, within the marketing concepts, is to reach the target and largest
customers, sets the ball rolling for analysing each of the conditions of the target market.
Television advertising is a very effective tool of communicating the message to its target
audience as it can combine visual and audio communication and thus this makes
advertisements is an important medium to make people aware of any products.
Harfoushi et al. (2013) [167] said that Internet is becoming a new way to shop
different products or services online. Although, it is a desirable situation for everyone to
touch the products that he/she wants to buy. However, the Internet is playing a wider
role in making shopping more easily as it is never before. The web makes shopping much
easier, and nowadays shopping is not more than away from a click. The latest term is
introduced that is known as “Online Shopping”. Consumers can directly shop product or
services from the sellers without any interaction of intermediate parties. Just like other
direct marketing channels such as television and catalogues, the Internet is also
becoming a significant marketing channel. The Internet supports two-way
communications between consumer and merchant. The web provides interactive
shopping channel, which is not bounded by time and geographical condition.
Lahoti and Jacob (2013) [168] revealed that the success of a brand in the Indian
rural market is as unpredictable as rain. It has always been difficult to gauge the rural
market. Many brands, which should have been successful, have failed miserably. More
often than not, people attribute rural market success to luck. To understand the rural
market dynamics, it became necessary to study the behavior of the rural population
hence the study is undertaken.

Lamarre et al. (2017) [169] inferred those innovative businesses that have
successfully integrated e-commerce in their marketing activities now see mobile
marketing as the next exciting opportunity that will enable them to reach their
consumers through a new communication channel.
Amutha and Sulthana (2011) [170] said that the attitude of people in Chennai city
has become changed due to various reasons such as updated technology, improved
status and influence of reference group. Advertisement is nothing but an important sales
promotion strategy. From the findings of the study among lower-income groups: Price
was a major consideration and in the middle-income group, brand reputation was one of
the most important influencing factors.
Zeb and Ashib (2011) [171] concluded that the influence of the brand on
consumer buying behaviour is a very vigorous subject performance of and is of great
importance in Coimbatore. The fashion industry includes clothing, footwear and other
accessories like cosmetics and even furnishing. The focus of this research is on the
clothing segment. In terms of spending on clothing, age is a stronger determinant of
women`s budget that their socio-economic status.
Ibrahim Ofosu-Boateng (2019) [172] analysed the advertising and other factors
which influenced staff of Ghana’s telecommunication firm’s employees purchasing
intentions. It was derived from analysis that the most impact was of brand on their
purchasing intentions. In the study, it was also revealed that the product quality and
advertising had influence on purchasing behaviour.
Owolabiand (2011) [173] defined the impact of advertising on the sales of

insurance products in Sub-Saharan Africa. Advertising is a marketing strategy commonly
employed by a company operating in a competitive environment. No other promotional
tool offers such a large audience advertising. The cost of reaching people through
advertising is very reasonable. Besides, advertising can also be valuable as a means of
familiarizing buyers with the products or reminding them of its existence, thus, it is a
worthwhile activity and should be made a core aspect of the company’s marketing
program. It can be said to be agreed that there was a positive correlation between

advertising expenditure and sales of insurance products which implies that an increase
in the advertisement of the products leads to an increase in sales.
Tatt (2010) [174] inferred that shopping itself is a form of self-expression. People
define themselves through their shopping. A brand is a name term, sign, symbol or
design or a combination of them, intended to identify the goods and services of one
seller or group of sellers and differentiate them from those of competitions. A brand
faction is to create awareness, reputation, and prominence and so on in the market
place. The brand creates value for both the consumer and the firm. Consumers brand
associations are a key element in brand equity formation and management.
Abayia and Khoshtinat (2004) [175] explained that the impact of advertising for
attracting the consumer, when the individual’s mind is engaged with the considered
product, positively affects his/her tendency to search for information, therefore the first
thing the individual does is web browsing. Thus, the companies that sell online products
are recommended to design marketing strategies which, at the broad level of the virtual
world of information, provide the data related to the product for the consumer.
Halfordand et al. (2013) [176] defined that a substantial body of research

indicates that the prevalence of obesity in childhood is increasing. The classic externality
theory of obesity postulates that the obese are more influenced by external stimuli than
are the lean. The effect of TV viewing on weight gain seems to be, at least in part, due to a
lack of physical activity rather than the act of viewing itself. However, TV may not just
promote sedentary behaviour. There is evidence that it also stimulates food intake. TV
viewing is associated with overconsumption in girls, specifically of snack foods.
2.9.2 Previous Studies on the Impact of Brand Image on Consumer Buying Behaviour
Customer satisfaction is mainly related to customers' general perception of the

shopping experience derived while purchasing a product or brand.
Oliver (2018) [177] tells that when the performance of the product exceeds the
consumers' needs or expectations, then consumer satisfaction goes up and when the
performance of the product is below the consumers’ needs or expectations then

consumer satisfaction reduces. One of the attributes of brand image is perceived

product performance; firms can see the significant effect of brand image on consumer
satisfaction by comparing the perceived benefits for consumers and non-consumers.
Nyange and Mokaya (2019) [178] investigated the effect of brand image on
consumer buying behaviour among soft drink processing companies in Tanzania. The
study found that brand image and brand awareness influence consumers to buy soft
drinks produced by Azam Company. The reason for the study was to survey the impact
of brand image on consumer buying behaviour among carbonated soft drinks firms in
Tanzania using Azam Soft Drinks as the case study. Azam Soft Drink Company was
chosen for this study since it is one of the biggest carbonated soft drinks firms in
Tanzania with a huge consumer base. Besides, the study found that brand awareness,
consistency, and association were seen to have a positive impact on consumer buying
behaviour. The study presumes that the brand image affects consumer buying behaviour
at Azam Soft Drinks. The study recommends that Azam Soft Drink Company must ensure
that they preserve and enhance their brand image consistently so that it can be very
effective for a consumer to perceive and want to use it.
Riaz (2015) [179] observed that consumers assign brands great importance and
associate their prestige with various brands. They view brands from various perspectives
and expect better brand quality. Over time, if the brand satisfies consumers’ desires,
they become loyal to the brand and develop a long-term relationship with that particular
brand. The basic aim of this study was to see how the apparel buying behaviour of the
consumers is affected by the brand image. There are two different variables (brand
image and consumer awareness), one variable mediating (consumer perception), and
one variable dependent (consumer purchasing behaviour). The findings show a
significant effect of the brand image on the apparel purchase behaviour, particularly
more in the case of male consumers than female consumers.
Teng, Laroche, and Huihuang (2007) [180] believed that consumers do an

appraisal of various brands on several parameters before they select and buy a
particular brand. These appraisal parameters include brand attributes, performance,
comfort, expense, quality, availability, etc.

Kapferer (2008) [181] stated that consumers select or prefer a particular brand in
the future based on their past experience and benefits they derived from the particular
brand usage.
D'Souza et al (2006) [182] stated that based on the experience and benefits the
consumer gets from a particular brand, the consumer would recommend or suggest the
brand to other consumers to buy or not to buy.
Tariq et al. (2013) [183] conducted a cross-sectional field study of 362 individuals
to explore the factors affecting purchase intentions among FMCG consumers of
Pakistan. Variables namely product quality, brand image, product involvement, product
knowledge, brand loyalty, and product attributes were studied as determinants of
consumers’ purchase intentions and were found to have a positive significant relation to
purchasing intentions.
Bondesson N. (2012) [184] studied the association among brand image, brand
value, and brand loyalty and found that brand loyalty and brand value are two different
customer preferences that are not fully controlled by brand image.
Kapferer (2008) [185] analysed the relationship between brand information,

brand association, buying behavioural, brand image, and brand experience on the
purchasing intention of consumers and found that behavioural expectation, brand
experience, and buying behaviour among women were higher than men.
Brand image is a significant concept in recent years especially in the research of

consumer behaviour and it acts as the major factor for luxury product decisions among
consumers. Hence, this section specifically views the role of brand image and its impact
on the buying behaviour of consumers.
Keller (2003) [186] presented a ‘conceptual model of brand equity’ from the
perspective of the individual consumer. Customer-based brand equity (CBBE) is the
differential effect of ‘brand knowledge’ on consumer response to the marketing of the
brand. Brand knowledge is conceptualised according to an ‘associative network memory
model’ in terms of two components, brand image, and brand awareness. CBBE occurs

when the consumer is familiar with the brand and holds some favourable, strong, and
unique brand associations in memory
Chovanova et al. (2015) [187] stressed that the brand has an impact on the
consumer decision-making process. Based on the subject of the study, they formulated
hypotheses that focused on the relationship between the respondents’ age and
purchasing branded products and between the respondent’s ages. They found that
purchasing of branded products and preference of brand depends on the consumers’
age.
Tekin et al. (2016) [188] claimed that many psychological, social and personal
factors that influence their perception of a brand affect consumers. In the luxury market,
the brand is a powerful tool to draw more consumers to purchase specific goods and has
become significant. A very significant factor influencing the perceptions of a brand by
consumers is a clear brand image. The primary objective of this study was to research
and examine the role of brand image in consumer behaviour. This research explores how
the logo of a brand influences consumer behaviour from the viewpoint of a consumer.
For a more practical approach, the study concerned the case study of LVMH. All
literature-based data and results were obtained from books, journals, papers, and online
content. For this analysis, the approach was quantitative. To respond to the research
question, a questionnaire was developed.
Schultz (2005) [189] stated that a satisfied customer will exhibit loyalty towards
the brand which demonstrates the willingness to repurchase the brand and leading to
positive Word-of-mouth marketing (WOM marketing) about the brand to their family
and friends.
Delong et al. (2004) [190] focused on perceptions of registered brands sold in

Shanghai. The study expands the understanding of brand identity from a Chinese
perspective. In a survey about their perceptions of product characteristics, brand
identity, and store setting, Chinese shoppers in Shanghai shopping malls were asked to
compare US and Chinese brands. In the analysis of data, US brands were evaluated more
positively than Chinese on attributes of brand image, design innovation, service,

workmanship, and display of products, while Chinese brands received more positive
marks on fit and price satisfaction. US companies planning to expand their business in
China need to pay attention to product quality and how brand identity is perceived
within Chinese culture to stay competitive.
Keller (2019) [191] felt that the trust consumers develop on a brand is the main
reason for the origin of brand value. The higher the trust in a brand the higher the brand
value will be. This indirectly tells those consumers would be ready to pay even higher
prices for the particular brand. This behaviour evolves from the five significant factors i)
the brand exhibits its capability as it is expected to do so; ii) buying a particular brand
satisfied the social image of the consumer; iii) the recognition the consumers give to a
brand; iv) the harmony between value and functionality or attributes of the brand and v)
the trust the consumers develop in the brand.
Netemeyer et al. (2004) [192] likewise endorsed the prevailing impact of brand
value on customer intention toward branding activities. As the market is flooded with
more and more brands, consumers tend to focus more on the brands rather than
focusing on the product. They tend to prefer the brand which is having a brand image
equal to that of their self-image. The self-image of consumers is a combination of
various elements such as abilities and inabilities, attributes, look, character, etc. Firms
should have the ability to monitor the uniformity between the self-image of consumers
and the brand image, because this may vary under different social environments.
However, later irrespective of the social environment, consumers would again prefer the
brand if the brand image is still maintained at par with their self-image.
Brand image is considered as a significant major drive of customer reliability. In

the supermarket business, a positive store image is inevitable and essential to motivate
customer commitment. Even in the virtual set up, the impact of brand image on
customer commitment plays an important role, particularly in online business
organizations, Merrilees and Fry, (2002) [193].
Zhang (2015) [194] emphasised that brand image has gained considerable
importance among researchers particularly in the field of marketing research. Though

the brand image is one of the main drivers of brand value and brand reliability, very rare
studies have been undertaken to study the relationship between brand image and brand
value. Based on the brand image perspective, this study reviewed existing research
about the effect of brand image on consumer value.
Durrani et al. (2015) [195] examined the effect of brand image on teenagers'
brand decisions, and their satisfaction level. The sample size of the study was 300
respondents in which 150 teenagers were chosen from schools and 150 teenagers were
chosen from universities in Karachi. Two schools and two universities were chosen for
this research study. Through a structured questionnaire, data were collected and with
the assistance of SPSS, an analysis was done
The results revealed that the values of regression analysis show that 33.7%
variance in buying behaviour of teenagers is explained by the impact of advertisement
on teenagers buying behaviour, advertisement’s impact on brand image, and brand
image impact on brand loyalty. The results of the Pearson correlation showed that
teenagers’ buying behaviour was 36% correlated with teenagers’ loyalty and 49% with
advertisement impact on brand image. The teenagers' buying behaviour was 38.8%
correlated with the advertisement. The results of correlation also showed that all
relationship is positive and were at a significant level of 0.01. Hence, there was a
practical relation between brand image and consumer teenager buying behaviour.
Marketers can use the findings to come up with marketing strategies to target teenagers
in a more precise manner.
Saeed et al. (2013) [196] examined the effect of brand image on brand loyalty.
The purpose of this research was to examine the impact of celebrity & non-celebrity
advertisements on consumers. The results revealed that there is a positive relation of
celebrity advertisement and non-celebrity advertisements on consumers’ perceptions,
however, celebrity advertisement had a greater positive relationship with consumers’
perceptions than the non-celebrity advertisement.
Lekshmi D Nair, M. S. Jeevandas (2020) [197], the prime objective of the study
was to discover the impact of awareness of brand on consumer buying behaviour. It was

also to find the effect of awareness of brand preference on the purchase intentions of
the customers. Data was collected through a structured questionnaire from 200
respondents in Kerala. Data was analysed and found that brand awareness and brand
preference had positive influence on customer buying behaviour.
Malik et al. (2013) [198] explored the effect of customer satisfaction and brand
image on brand reliability and the findings indicated that customer satisfaction and
brand image both have a significant positive effect on brand dependability.
Gul et al. (2010) [199] conducted a study to determine the level of brand loyalty
and brand image, examine the interactive role of these factors which determines brand
loyalty and brand image, determine the level of brand loyalty and image of Toyota car
users and suggest measures for developing brand loyalty in district Peshawar. The study
based on the results showed that brand loyalty and brand image was highly insignificant
with age group, education level point of purchase, and repeat purchase duration.
2.10 Research Gap
From the above reviews, numerous researches have been carried out on the
advertisement impact on consumer buying behaviour Mowen & Minor, (2001) [200];
Chen et al., (2018) [201]; Abideen & Saleem. (2011) [202]; Rasool et al., 2012 [203];
Ahmetoglu et al., (2014) [204]. Some studies highlighted that the impact and role of
brand image on the buying behaviour of consumers Chovanová et al., (2015) [205]; Tekİn
et al., (2016) [206]. Some factors which impact the buying behaviour of consumers (Riaz
2015 [207]; Harter, (2004) [208] was noticed. Few studies have carried out on the impact
of both advertisement and brand image on consumer buying behaviour Malik et al.,
(2013) [209]; Saeed et al., (2013) [210]; Ejaz, et al., (2012) [211]. However, those studies
have researched different products not specific to electronic products. Hence, the
present study will fill this gap.
2.11 Summary
This chapter has presented various previous studies on the impact of

advertisement and brand image on consumer buying behaviour towards electronic

home appliances (washing machines, inverters and microwave ovens) in the National
capital region. The literature has focused on studies related to the advertisement, brand
image, role and importance of advertisement and brand image, role and impact of brand
image on consumer buying behaviour, role and impact of advertisement medium on
consumer buying behaviour, factors influence the buying behaviour of consumers, the
impact of advertisement and brand image on consumer buying behaviour towards
electronic products. The next chapter of the study will present the research
methodology.

Ghanshyam Sharma, 2020 Chapter-3: Research Methodology
CHAPTER 3
RESEARCH METHODOLOGY
This chapter includes a discussion of (1) objectives of the study (2) the
research model, which tells the relationship between the independent variable,
mediating variable, and the dependent variable and lists out the research hypotheses of
this study (3) the research design and the method adopted in this research study (4) the
sample design which tells about the sampling techniques, sample framework, sample
size, etc. related to this research study (5) data collection, which briefs about the data
collection methods adopted in this research study (6) pilot study which tells about the
sample study to validate the data collection (7) questionnaire development explains
about the contents of the questionnaire used to collect the data in this study and (8)
data analysis tools explains about the various data analysis methods used in this
research study.
3.1 Objectives of the Study
The main aim of the research is to examine the impact of both advertisement
and brand image on consumer buying behaviour of electronic home appliances (washing
machines, inverters, and microwave ovens) in the National Capital Region (NCR).
 To identify the factors which influence electronic home appliances concerning

washing machines, inverters, and microwave ovens in the National Capital Region
(NCR}.
 To analyse the factors influencing the buying behaviour of consumers in the

National Capital Region (NCR) towards electronic home appliances specific to
washing machines, inverters, and microwave ovens.
 To examine the role and impact of advertisement medium on consumer buying

behaviour towards electronic home appliances specific to washing machines,
inverters, and microwave ovens in the National Capital Region (NCR).

 To study the role and impact of brand image on consumer buying behaviour
towards electronic home appliances specific to washing machines, inverters, and
microwave ovens in the National Capital Region (NCR).
 To give recommendations and research findings to enhance the advertisement

and brand image techniques for the electronic industries having less customer
interaction.
3.2 Research Model
1. Exposure & Attitude

2. Trust & Emotion
3. Conventional Media
4. Digital Media
1. Exposure
Consumer
2. Interest Involvement
Advertisement
Influence
1. Aesthetic Product
2. Functionality Features
3. Brand
4. Price Electronic Home
Appliances Buying
Behaviour
1. Sales service
courtesy
2. Sales service quality Service
3. Employee Behaviour Team
4. Discounts & Offers Behaviour
Brand Image
Influence
1. Social reviews Peer

2. Reference groups References
3. Past experience
1. Brand Identity
2. Brand Image
3. Brand
Ambassador
Figure 3.1: Research Model

The research model or research framework talks about the proposed paths or
relationships between the identified independent variables, mediating variables, and
dependent variables. Generally, it is shown in pictorial form for a better understanding
of the paths or relationship among the variables and the proposed hypothesis in the
research. The research model also describes the proposed hypotheses in the research.
Finally, the results of the data analysis will be shown in the research model after data
analysis is done. This will help the readers to have a better understanding of the results
of the hypotheses proposed in the research.
The research framework is depicted in Figure 3.1. The four identified

independent variables of the research model are:
i) Consumer involvement: This variable indicates the consumers’

interest and exposure to electronic home appliances
ii) Product features: This variable indicates the features of electronic

home appliances like design, colour, brand, price, warranty, etc.
iii) Service team behaviour: This variable indicates the behaviour of the
service staff such as courtesy, quality, behaviour, etc.
iv) Peer references: This variable indicates the references to electronic

home appliances given by social reviews, reference groups, past
experience, etc.,
The mediating variables of this research models were:
i) Advertisement influence: This mediating variable indicates how

advertisement influences consumer buying behaviour towards
electronic home appliances.
ii) Brand influence: This mediating variable indicates how brand

influences consumer buying behaviour towards electronic home
appliances.
The dependent variable of the research was:

i) Electronic home appliances buying behaviour: This dependent

variable indicates the consumers’ electronic home appliances buying
behaviour related to product features, employee behaviour, service
quality, past experience, reference groups, social reviews,
advertisement influence, brand influence, etc. This dependent
variable is sometimes referred to as ‘Buying Behaviour’ in the data
analysis part.
The purpose of this study was to examine the relationship between the
dependent and independent variables and the mediating effect of mediating variables
on the dependent and independent variables for electronic home appliances consumers.
3.2.1 Research Hypotheses
Based on the research model, several hypotheses are proposed. The main
hypotheses of this study are as follows:
Hypothesis 1
For the purchase of any product, consumer involvement in the purchase of the
products plays a vital role in the purchase intention. The involvement of consumers in a
product depends on various factors such as the nature of the product, purchase
frequency, personal bonding with the product, consumption frequency, etc. So,
consumer involvement has to be considered as an important variable while studying
consumer buying behaviour towards any product. Therefore, in this research, consumer
involvement has been taken as the first variable. In this case, it is important to know
whether consumers have much involvement in electronic home appliances purchase.
Also, it is desired to know whether consumer involvement is related to advertisement
influence and brand influence. Based on the above, the first hypothesis of this research
is proposed as follows:
The consumer involvement is positively related to advertisement influence,


Hypothesis 1a: The consumer involvement is positively related to advertisement

influence.
Hypothesis 1b: Consumer involvement is positively related to brand influence.
Hypothesis 1c: Consumer involvement is positively related to electronic home

Hypothesis 2
While purchasing any product, one of the important features consumers

generally consider before and while a purchase is the product features of the particular
product. Generally, the product features considered while purchasing are design, colour,
style, functionality, warranty & guarantee, price, etc. For any consumer durable product,
product features are one of the main factors that are considered by consumers
worldwide. In this research also, the second variable used for the study is the product
features. The product features considered for electronic home appliances are aesthetic,
functionality, brand, and price features. It is important to know the degree of
consideration given to the product features of electronic home appliances by consumers
of the selected geographical framework while purchasing electronic home appliances.
Also, it is important to know whether product features are related to advertisement
influence and brand influence. Based on the above, the second hypothesis of this
research is proposed as follows:
The product features are positively related to advertisement influence, brand

Hypothesis 2a: The product features are positively related to advertisement

influence.
Hypothesis 2b: The product features are positively related to brand influence.
Hypothesis 2c: The product features are positively related to electronic home
Hypothesis 3

Mostly, consumers purchase electronic home appliances by physically visiting the

electronic home appliances showroom. Therefore, the actual sales of electronic home
appliances take place at the showroom. For any electronic home appliance, the final
purchase decision is further influenced by the service quality and service team of the
showroom. Service includes pre-purchase service, during the purchase service, and
after-sales service. Consumers tend to give due consideration to the after-sales service
of electronic home appliances while making a purchase decision. Therefore, in this
research, service team behaviour is considered as the third variable for the study. The
service team behaviour considered is service team courtesy, sales service quality,
employee behaviour, and discounts or offers given by the store to consumers. It is
important to know the degree of consideration given to the service team behaviour of
electronic home appliances’ showroom by consumers of the selected geographical
framework while purchasing electronic home appliances. Also, it is desired to know
whether service team behaviour is related to advertisement influence and brand
influence. Based on the above, the third hypothesis of this research is proposed as
follows:
The service team behaviour is positively related to advertisement influence,

brand influence, and electronic home appliances buying behaviour
Hypothesis 3a: The service team behaviour is positively related to advertisement

influence.
Hypothesis 3b: The service team behaviour is positively related to brand

influence.
Hypothesis 3c: The service team behaviour is positively related to electronic

home appliances buying behaviour.
Hypothesis 4
Generally, consumers tend to get the opinions of others before purchasing any
products. Particularly, for products like electronic home appliances, this habit of getting
the opinion of others would be more among consumers. Consumers usually take

opinions from friends, family members, relatives, social groups they belong to, social
reviews from the Internet, etc. Moreover, the past experience of consumers when
purchasing (before, during & after) the same type of product also plays a vital role in the
consideration of purchasing any electronic home appliance. Therefore, the fourth
independent variable considered for this research is peer references. The peer
references considered in this study are social reviews, reference groups, and past
experience. It is important to know the degree of consideration given to the peer
references by consumers of the selected geographical framework while purchasing
electronic home appliances. Also, it is important to know whether peer references are
related to advertisement influence and brand influence. Based on the above, the fourth
hypothesis of this research is proposed as follows:
Peer references are positively related to advertisement influence, brand

influence, and electronic home appliances buying behaviour
Hypothesis 4a: Peer references are positively related to advertisement influence.
Hypothesis 4b: Peer references are positively related to brand influence.
Hypothesis 4c: Peer references are positively related to electronic home

Hypothesis 5
For any products, companies generally use marketing promotions to attract

consumers to buy their products. The main marketing promotion they consider is
advertisements. The manufacturers of electronic home appliances make various
advertisements for their products to attract and persuade consumers. These
advertisements are printed or telecasted in various media like print media, mass media,
social media, digital media, etc. The more consumers are exposed to a particular
advertisement, the higher the chances that consumer may consider the particular
product while making a purchase decision. Likewise, consumers get influenced by
advertisements to purchase a particular product. This is also applicable while purchasing
electronic home appliances. Therefore, the fifth variable of this study is advertising

influence which is a mediating variable. The advertisement influences considered are

advertisement exposure and attitude, trust and emotion, conventional media, and
digital media. It is important to know the degree of consideration given to the
advertisement by consumers of the selected geographical framework while purchasing
electronic home appliances. Also, it is desired to know whether advertisement
influences are related to the buying behaviour of electronic home appliances. Based on
the above, the fifth hypothesis of this research is proposed as follows: Advertisement
influence will have a positive effect on electronic home appliances buying behaviour.
Hypothesis 6
A brand is one of the important features of any product. Almost all companies or
manufacturers follow a branding strategy for their products. Marketing promotions are
generally very effective if the products are branded. Brands give very good product
recognition and product recall power to consumers when they purchase any product.
Brands also tend to develop psychological bonding with consumers. Brand image plays a
very important role in the purchase behaviour of the consumers. Companies follow
various branding-related strategies like re-branding, brand positioning, brand
ambassadors, etc., to attract consumers. Consumers generally consider the brand as one
of the important features while purchasing electronic home appliances. Therefore, the
sixth variable of this study is brand influence, which is a mediating variable. The brand
influences considered are brand image, brand identity, and brand ambassador. It is
important to know the degree of consideration given to the brand by consumers of the
selected geographical framework while purchasing electronic home appliances. Also, it is
important to know whether brand influences are related to the buying behaviour of
electronic home appliances. Based on the above, the sixth hypothesis of this research is
proposed as follows: The brand influence will have a positive effect on electronic home
Hypothesis 7
In this research, it is important to study the mediating effect of the

advertisement influences between the independent variables like consumer
involvement, product features, service team behaviour, and peer references, and the

dependent variable which is consumer buying behaviour towards electronic home

appliances. Therefore, the seventh hypothesis of this research is proposed as follows:
Advertisement influence will have a mediating effect on electronic home

Hypothesis 8
In this research, it is important to study the mediating effect of brand influence

between the independent variables like consumer involvement, product features,
service team behaviour, peer reference, and the dependent variable which is consumer
buying behaviour towards electronic home appliances. Therefore, the eight hypotheses
of this study are proposed as follows:
Hypothesis 9
The brand influence will have a mediating effect on electronic home appliances
buying behaviour and independent variables such as consumer involvement, product
features, store behaviour, and peer references.
3.3 Research Design
The research design will describe the methods and procedures adopted in the
proposed study related to data collection and data analysis techniques. Generally, it is a
framework that is adopted to find solutions to the research problem or research
questions. The research design can be classified in different ways. Generally, it is
classified into descriptive research, explanatory research, experimental or cause, and
effect research, and meta-analysis research.
Descriptive research gives descriptive results or facts about the variables studied
in nature. It tells about the existing fact or state about the research problem. It will not
tell anything about the association, the relationship between or among the research
variables. A case study is one of the best examples of descriptive research.

Explanatory research explains the relationship between the proposed variables in

the research. It tells about the association, relationship, and effect between the
variables or among the variables in the research. The association, relationship, and
effect between the variables or among the variables are proposed in the research in the
form of hypotheses.
Experimental research or cause and effect research is a type of research that is

conducted in two different or multiple situations or conditions to find out the cause and
effect of a test entity. Medical field research generally belongs to this type of research.
For example, the effect of a medicine on a patient i.e., before taking the medicine and
after taking the medicine is an example of experimental research. In the management
field, the change in behaviour of the customer when they are exposed to a different
atmosphere or situation is also an example of experimental research.
Meta-analysis research is a type of research that generally involves data analysis

of the results of various research studies. It combines the results of different research
carried out on the same type of research problem or research question.
The research design selected for this study is a descriptive study as well as an
exploratory study. In this research, the descriptive study talks about the descriptive
nature or facts about the demographic variables like age, gender, income, gender,
education, employment and about the research variables like consumer involvement,
product features, service team behaviour, peer references, advertisement influences,
brand influences, and electronic home appliances buying behaviour. It is done using
statistical tools like simple percentage analysis, mean, standard deviation, t-test, etc.
The exploratory study is the process of investigating a problem that has not
been studied or thoroughly investigated in the past. The immediate purpose of
exploration is to develop a hypothesis or question for further research Donald & Pamela,
(2006) [212].The exploratory study in this research tells about the association, variance,
relationship, and effects between the variables like demographic variables (age, gender,
income, gender, education, and employment), independent variables (consumer
involvement, product features, service team behaviour, and peer references,), mediating
variables (advertisement influences and brand influences) and the dependent variable

(electronic home appliances buying behaviour). It is done using the statistical analysis
tools chi-square test, ANOVA, correlation analysis, and regression (simple, multiple, and
mediation) analysis.
3.3.1 Research method
There are two types of research methods such as qualitative and quantitative
research methods. Merriam (2009) [213] explained qualitative research involves
collecting and analysing non-numerical data to understand opinions, perceptions,
concepts, or experiences. It is used to gather in-depth insights into a problem or
generate new ideas for research. Creswell (2011) [214] stated quantitative
research provides measurable statistics that work to quantify the opinions and attitudes
of the research participant. Quantitative research aims to objectively test a theory or
measure the attitudes of the target audience in response to a specific research objective.
Considering the aim of the proposed research, the study will adopt a quantitative
research method
3.3.2 Sources of data
Sources of data are the sources from which the data for the study will be
collected. There are two types of data sources. They are primary data and secondary
data. Primary data includes data collected by the researcher itself by applying and using
various data collection tools like observation, surveys, interviews, etc. Secondary data
includes the data already available in various media, resource directories, reports,
government statistics, journals, newspapers, magazines, etc.
This proposed research will come under primary data collection. The reason for
choosing this method is to get data based on the convenience of the researcher and this
type of data permits the researcher to measure and analyse the data. The association
between the variables will be studied in-depth. Especially this type of research will
support in testing the hypotheses because of its capability to measure data using
statistics. The secondary source will also be utilised for review collection through distinct
sources such as magazines, peer-reviewed journals, newspapers, etc.

3.4 Sampling Design
3.4.1 Sampling Technique
Sampling is very important for any research. Research is usually based on

sampling techniques. The base for sampling is the size of the population. If the
population size is very less, for example, less than 1000 units, then the research
sampling maybe 100% sampling, that is, full census sampling. However, when the
population size is very high then it is very difficult to go for 100% sampling. It is very rare
to find research with a 100% population or full census sampling. In that situation, we
must go for sampling from the population. This is called sampling techniques. Sampling
techniques are the methods that are used to select the sample respondents of the
study.
There are two types of sampling techniques. They are:
i) Random sampling or probability sampling
ii) Non-random sampling or non-probability sampling.
i) Random sampling:
In the random sampling method, the samples from the total population are
selected randomly. This is also called probability sampling, which means that the chance
of a single unit in the total population being selected as a sample is greater than zero.
This random or probability sampling method includes a) simple random sampling, b)
systematic random sampling, c) stratified sampling, d) cluster sampling, and e) multi-
stage sampling.
In a simple random sampling method, the sample units are selected randomly
from the total population. For example, 3rd, 10th, 25th, 45th likewise the units from the
population are selected. While employing simple random technique care should be
taken that the samples should be selected from all sections or areas of the population.
Otherwise, the results of the study or research will be biased.

In a systematic sampling method, the sample units are selected systematically at

a particular interval. For example, every 3rd unit in the population, or every 8th unit, or
every nth unit in the population is selected from the total population for the study. The
process starts with a random section of the first sample, and then from there onwards, it
continues by selecting every ‘k’ unit from the total population.
In stratified sampling, the sample units are selected based on predefined criteria
or strata. In this method, the total population is sub-divided into homogeneous sub-
groups and then the sample units are selected randomly from all sub-groups.
In cluster sampling, the total population is sub-divided into several sub-groups

with homogenous yet having a heterogeneous population. Then, only a few groups are
selected randomly as sampling units.
In multi-stage sampling, the sampling is done at different stages of the study. In

this method, the first sampling is done in small numbers, then based on the results, the
next set of samples are taken at another research stage and go on.
ii) Non-probability sampling or Non-random sampling:
In the non-probability sampling method, as the name indicates, the sampling

units are not selected based on a random method. The following methods are used to
select the sampling units based on non-random manner: a) convenience sampling b)
snowball sampling c) judgemental sampling d) consecutive sampling e) quota sampling
in convenience sampling, the sampling units are selected based on the convenience of
the sample respondents or the researcher. If the sample respondents are consumers,
then consumers who are willing to participate in the survey or interview will be selected.
In the snowball sampling, the sample respondents are selected based on the
referrals from the first or initial set of respondents. That is, requesting the initial sample
respondents to get more sample respondents for the study. This process is continued till
the required sample size is achieved.
In judgemental or purposive sampling, the researcher selects the sample

respondents who are suitable for the study based on certain criteria.

In quota sampling, the sample units are selected from the total population based
on certain standards or allocation or quota. Certain elements of the population should
be considered based on their proportion in the total population. To say, if the total
population has 60% males and 40% females, then the selected sample size should have
60% males and 40% females. This is called quota sampling.
The sampling technique used in this research study is non-random sampling

methods. This means consumers or households who are willing to participate in this
research survey were selected as sampling respondents.
3.4.2 Sampling Framework
Sampling framework talks about the geographical distribution of the sample

population. The study was conducted in the National Capital Region (NCR) of India. NCR
is a geographical region in the northern part of India, surrounding the Indian capital of
New Delhi, which is considered as a Central Planning Region (CPR). This region includes
New Delhi, few districts from the states of Rajasthan, Haryana, and Uttar Pradesh. The
major cities of this NCR regions taken for study are Faridabad, Ghaziabad, Gurugram
(Gurgaon), Greater Noida, Meerut, Delhi, Noida, Panipat, and Sonipat.
Source: www.researchgate.net [215]

Figure 3.2: National Capital Region (NCR) in India

Figure: 3.3 Major Cities of NCR
3.4.3 Sample Respondents
Sample respondents are the persons from whom the data is collected. A proper
focus should be given while considering or selecting the sample respondents. If wrong or
inappropriate sample respondents are selected, then the whole research will have no
meaning and it will lead to a waste of time, energy, and money.
The respondents were consumers of electronic home appliances (washing

machines, inverters and microwave ovens) and were chosen based on non-random
sampling which means that consumers who were willing to respond to the questionnaire
were selected.
3.4.4 Sample Size
The sample size of the research refers to the number of minimum sample
respondents required for the study. The sample size is a crucial factor in any research
because if the required sample size is not achieved, then the results obtained will tend
to have errors or biases. Therefore, achieving the prescribed sample size is very
important for any research.

After the questionnaire was distributed to the various respondents, the total
number of responses received was 325. After proper scrutiny of the questionnaire for its
validity, the number of the questionnaire found to be fit for the data analysis was 300.
Hence, the sample size of this study was 300. Rex provided some guidelines on sample
size. He stated that for descriptive purposes, a sample size that is less than 100 could be
considered as ‘small’, between 100 to 200 could be considered as ‘medium’, and a
sample size that exceeds 200 could be considered as ‘large’. A desirable goal is to have a
ratio of the number of subjects to the number of model parameters to be 20:1;
however, a 10:1 ratio may be a more realistic target. Thus, a model with 10 parameters
should have a minimum sample size of 100 cases. Rex (1988) [216], the research model
in this study has 20 parameters and the ratio is 20:1, then the total required sample size
is 300. The sample size of this research was also 300.
3.5 Questionnaire Development
3.5.1 Instrument
The study will be a survey method, so the questionnaire will be used as an

instrument and designed based on the literature review and objectives framed.
Questions would be like a Likert scale question (a Likert scale is a question that contains
5 or 7 response options) and will cover both open- and close-ended questions. This will
be handed over to the respondents through email and personal contacts, and after data
collection, different statistical tests such as correlation, regression, Chi-square tests, etc.
will be conducted to study the output. The study will conduct a descriptive analysis test
and inferential statistics like Chi-square test, ANOVA, regression, correlation analysis,
etc. The study will consider consumer buying behaviour as the dependent variable, while
different advertising media, brand image, and demographic variables such as age,
gender, education, marital status, income, and experience will be considered as
independent variables.
A structured questionnaire was designed to collect data for this research. There
were four parts of the questionnaire in this study.

Part A of the questionnaire covered respondents’ demographic variables such as

age, annual income, gender, education, and employment. The variable age has five
categories viz. below 20 years, 21 – 30 years, 31 – 40 years, 41 – 50 years, and above 50
years. The variable gender has two categories viz. male and female. The variable annual
income has five categories viz. less than 2 lakhs, 2 – 5 lakhs, 5 – 8 lakhs, 8 – 10 lakhs, and
more than 10 lakhs. The variable education has five categories viz. UG, PG, 12 th
/equivalent, 10th / equivalent, and others. The variable occupation has four categories
viz. business, student, service, and others.
Part B of the questionnaire covered factors influencing electronic home

appliances buying behaviour. These are the independent variables viz. consumer
involvement, product attributes, service team behaviour, and peer references. The
variable consumer involvement was measured using two parameters viz. exposure and
interest, containing 5 items or statements. The variable product features were measured
using four parameters viz. aesthetic, functionality, brand, and price, containing 11 items
or statements. The variable service team behaviour was measured using four
parameters viz. service team courtesy, service quality, employee behaviour, and
discounts, containing 14 items or statements. The variable peer references were
measured using three parameters viz. social reviews, reference groups, and past
experience, containing 8 items or statements. All the items were measured using a five-
point Likert scale ranging from 1 (strongly disagree) to 5 (strongly agree).
Part C of the questionnaire covered the first mediating variable -advertisement

influence which was measured using four parameters viz. exposure & attitude, trust &
emotions, conventional media, and digital media, containing 17 items or statements. All
the items were measured using a five-point Likert scale ranging from 1 (strongly
disagree) to 5 (strongly agree).
Part D of the questionnaire covered the second mediating variable - brand

influence which was measured using three parameters viz. brand identity, brand image,
and brand ambassador, containing 9 items or statements. All the items were measured
using a five-point Likert scale ranging from 1 (strongly disagree) to 5 (strongly agree).

Part E of the questionnaire covered the dependent variable - consumer buying

behaviour which was measured using 12 items or statements. The 12 items related to
consumer buying behaviour were product features, employee behaviour, service quality,
past experience, reference groups, social reviews, advertisement influence, brand
influence, etc. All the items were measured using a five-point Likert scale ranging from 1
(strongly disagree) to 5 (strongly agree).
3.6 Pilot Study
A pilot study is a study that is conducted to test the effectiveness of the data
collection tool. For example, in a questionnaire survey, in the pilot study, the
questionnaire was given to several respondents and some legal experts to check the
content of the questionnaire related to the terminologies used in the questionnaire, for
any mistake or errors, any IPR or copyright issues, any violation of rules & regulation
related to sex or gender or ethnicity discrimination, etc., and more importantly while
filling the questionnaire, whether any doubts were raised by the sample respondents
and whether the sample respondents could understand the contents of the
questionnaire clearly or not. Otherwise, the data provided by the sample respondents
will not be genuine. Also, the data collected through the pilot study will be analysed
using the data analytical tools which are proposed to be used in the research. This is to
check whether the collected data can be analysed using the analytical tools and to check
whether any data error or analytical error or result error occurs during the data analysis
process.
A pilot study was conducted by selecting a sample size of 30 respondents to test

the feasibility of the questionnaire. Before administration, the questionnaire was given
to various experts from industry and academics to get their opinions on the variables
and items used in the study. Several items were removed, and several items were
modified after the discussions. After that, a structured questionnaire was prepared
which comprised of five parts.

3.7 Data Collection
Data collection is usually done by various methods depending on the nature of

the research and the required data for the data analysis. The various data collection
tools or methods are survey, observation, interviews, and questionnaire.
The survey method of data collection is like a census survey. In the survey, the
opinions and views of the respondents are collected verbally or in written form. In the
observation technique, the sample respondents are exposed to an environment or
situation and the behaviour of the respondents is observed through a certain checklist
or certain criteria. For example, in a retail store, the movement of customers is observed
using vigilance cameras or any other devices to monitor their movement from one
section to another section, so that the retail store layout can be adjusted as per the
findings and retailers can use the layout to influence consumer behaviour by designing
the store's flow, products placement, and setting
In the interview method, the data is collected by interviewing the sample

respondents in detail to get their opinions or views about the research problem being
studied. This method of data collection is suitable for qualitative research but not for
quantitative research. In the questionnaire method, a detailed questionnaire is prepared
which contains the questions related to the variables of the research study. The
questions asked in the questionnaire will be objective type questions, where the sample
respondents have to select the answer choices given. This type of data collection is more
suitable for a quantitative type of research.
The primary data was collected through a structured questionnaire. A self-

administered questionnaire (SAQ) was used to collect data from the respondents.
Interview schedules such as home interviews or workplace interviews were conducted
to collect first-hand information from the selected sample respondents. Non-random
sampling technique was used to arrive at the required total sample. Neena & Sanghvi
(2006) [217].

3.8 Data Analysis Tools
Data analytical tools are the tools that are used to analyse the collected data
through any of the data collection methods. The selection of data analysis tools depends
on the type of research and type of data collected. There are two types of tests used to
analyse the data. They are parametric tests and non-parametric tests.
Parametric tests are based on certain underlying assumptions about certain

parameters. They follow some statistical distributions such as a normal distribution, or
binomial distribution, based on the sample drawn from the total population. Some of
the parametric tests include T-test, Z-test, ANOVA, Correlation, etc.
Non-parametric tests do not follow any of such assumptions related to any

statistical distributions. They can be applied for non-normal variables. Non-parametric
tests are flexible when compared to parametric tests. Some of the non-parametric tests
include the Wilcoxon test, Mann-Whitney test, Friedman test, Kruskal-Wallis test, etc.
In this research, parametric tests are used to analyse the collected data as it is
assumed that the collected data will follow a distribution like the normal distribution.
The following data analytical tools are used in this research:
i) Simple percentage analysis ii) Reliability analysis iii) Sample adequacy and
model fit test iv) Factor analysis test v) T-test vi) Chi-square goodness of fit test and Chi-
square independence sample test vi) Analysis of Variance (ANOVA) vii) Correlation vii)
Simple regression viii) Multiple regression ix) Mediation regression.
3.8.1 Simple Percentage
Simple statistical tools such as descriptive, frequency, and simple percentage

analysis were used to summarise data and draw inferences. This tool forms the part of
the descriptive research to understand the descriptive nature of the respondents.
Simple percentage analysis is done to analyse the percentage of opinions of the
respondents for the various statements on the scale of strongly agree to strongly
disagree used in the questionnaire to measure all the variables in the research study.

3.8.2 Reliability Analysis
Reliability analysis was employed to test the reliability of the collected data. The
reliability of data in the context of data analysis means that the ability of the particular
measure to provide similar results when they are tested again and again. The test
employed in this data analysis to test the reliability of the data is Cronbach’ α test, which
measures the internal reliability of the questionnaire.
3.8.3 Sample Adequacy and Model Fit
KMO and Bartlett's Test was employed to test the measure of sampling adequacy
and the fit of the model.
3.8.4 Factor Analysis
Confirmatory Factor Analysis (CFA) was done to examine the loadings on the
factors or constructs. Factor analysis is used in market research to reduce large variables
in the meaningful ones and is called factors. Factor analysis is used on Likert Scale
questionnaire. It is used to find relationship of variables and that too of large numbers
and that is why researcher has used factor analysis.
3.8.5 T-Test
It is a parametric test. Simple T-test was used to test whether the mean of a
single variable differs from a specified constant. One-sample t-statistics significance test
of mean was employed to test whether the mean of all items in the factors significantly
deviates from the sample mean. In case of parametric test, the parameters of
population are known.
3.8.6 Chi-square Test of Goodness of Fit
Chi-square technique was used to analyse the goodness of fit of the measured
values and the Chi-square test of independence was used to test the association
between the variables. In the study Chi-square was used to find if there was a significant
difference between the expected and observed frequencies. In general, Chi-square will

be used when mutually exclusive are variables and sample size is large. Chi-square has
also been used for hypothesis testing in the study.
3.8.7 Analysis of Variance (ANOVA)
ANOVA is also a parametric test of hypothesis testing and works on certain

assumptions. Assumptions are population distribution is normal, samples are random
and independent. ANOVA was applied to find the significant difference between the
means of groups. In this research, ANOVA was used to study the significant differences
between consumer demographics and the research variables. When there are more
than two groups, ANOVA is used.
3.8.8 Correlation
Correlation analysis was used to analyse the relationship between the variables
within a factor and the relationship between the factors in the model. Bivariate
correlations analysis was used as a preliminary test to examine the relationships
between the independent variables and the dependent variables. This is also a
parametric test and used on an assumption that data is normally distributed. When the
data is not normally distributed, we use parametric tests.
3.8.9 Simple Regression
Simple regression analysis was used to find out the individual effect of
independent variables on mediating variables and independent variables. Simple
regression has been used after completion of correlation test and it predict how much is
the effect in change of one variable on the other. Simple regression is also a parametric
test and was used in the study. Simple regression is used when it is required to know the
strength between two variables.
3.8.10 Multiple Regression
Regression analysis was used to find out the effect of independent variables on
the dependent variables. Researcher used multiple regressions because there are
various independent variables and one dependent variable.

3.8.11 Mediation Regression
Mediation regression analysis was used to find out the mediating effect of the
variable advertisement influence between the independent variables viz. consumer
involvement, product features, service team behaviour, and peer references and the
dependent variable buying behaviour. It was also used to find out the mediating effect
of the variable brand influence between the independent variables viz. consumer
involvement, product features, service team behaviour, and peer references and the
dependent variable buying behaviour.
3.9 Statistical Software Used
Statistical software is the software used to perform data analysis through the
above-mentioned data analytical tools. The application of statistical software enables a
faster and accurate way of data analysis. This also enables error-free data analysis.
The following software was used to do the various statistical analyses
i) Microsoft Excel Software
ii) SPSS 16.0 software
a) Microsoft Excel software: The collected data through the questionnaire should be
arranged and organised properly so that they are ready for data analysis. This arranging
and organisation of data was done with Microsoft Excel software.
b) Statistical Packages for Social Sciences (SPSS) 16.0 software: This software is used to
perform data analysis for the descriptive analysis and parametric tests such as i) Simple
percentage analysis ii) Reliability analysis iii) Sample adequacy and Model fit test iv)
Factor analysis test v) T-test vi) Chi-square goodness of fit test and Chi-square
independence sample test vi) Analysis of Variance (ANOVA) vii) Correlation vii) Simple
regression viii) Multiple regression and ix) Mediation regression xi) Confirmatory factor
analysis (CFA) of the independent variables, mediating variables, and the dependent
variable used in this research.

Ghanshyam Sharma, 2020 Chapter-5: Finding and Summary
CHAPTER 4
DATA ANALYSIS AND INTERPRETATION
4.1 Demographic Descriptive
This section presents a descriptive analysis of the sample characteristics of 300

respondents.
4.1.1 Gender Wise Classification of Respondents
Table4.1: Gender Wise Classification of Respondents
No. of Percentage of
No. Gender
Respondents Respondents
1. Male 87 29.0
2. Female 213 71.0
Total 300 100.00

Source: Primary Data
From Table 4.1, it is observed that the sample consisted of 213 (71%) females
and 87 (29%) males. Therefore, the majority of the respondents were female.
Frequencies,
Frequencies percentage Female, 213
Frequencies,
Male, 87
71%
29%
Figure 4.1: Gender Wise Classifications of Respondents

4.1.2 Age Wise Classification of Respondents
Table4. 2: Age Wise Classification of Respondents
S.no Age
1. Below 20 yrs. 75 25.0
2. 21 - 30 yrs. 78 26.0
3. 31 - 40 yrs. 51 17.0
4. 41 – 50 yrs. 47 15.7
5. Above 50 yrs. 49 16.3
Total 300 100.00

From Table 4.2, it is inferred that in age demography, the sample consisted of 78 (26%)
respondents between 21 - 30 years, 75 (25%) respondents were below 20 years, 51
(17%) respondents were between 31 – 40 years, 49 (16.3%) respondents were above 50
years, and 47 (15.7%) respondents were 41 - 50 years of age. Therefore, the majority of
the respondents belong to the age group of 21 - 30 years.
Frequencies, Frequencies, 21 -
Below 20 yrs, 75 30 yrs, 78 Frequencies percentage
Frequencies, 31 -
Frequencies,
40 yrs, 51 Frequencies, 41 -
Above 50 yrs, 49
50yrs, 47
25% 26%
17% 16.3
15.7% %
Figure 4.2: Age Wise Classification of Respondents

4.1.3 Education Wise Classification of Respondents
Table 4.3 : Education Wise Classification of Respondents
S.no. Education
1. UG 84 28.0
2. PG 96 32.0
3. 12th /Equivalent 53 17.7
4. 10th/Equivalent 54 18.0
5. Others 13 4.3
Total 300 100.0

From Table 4.3, it is inferred that in education demography, 96 (32%)

respondents completed post-graduation, 84 (28%) respondents completed under
graduation, 54 (18%) respondents completed 10th/Equivalent, 53 (17.7%) respondents
completed above 12th/ Equivalent and 13 (4.3%) respondents completed other
education. Therefore, the majority of the respondents completed post-graduation.
Frequencies, PG, Frequencies percentage

96
Frequencies,
UG, 84
Frequencies, Frequencies,
12th 10th/Equivalent,
/Equivalent, 53 54
32%
28%
Frequencies,
17.7% 18% Others, 13
4.3%
Figure 4.3: Education Wise Classifications of Respondents

4.1.4 Employment Wise Classification of Respondents
Table 4. 4: Employment Wise Classification of Respondents
S.no Employment
1. Business 72 24.0
2. Service 115 38.3
3. Student 57 19.0
4. Others 56 18.7
Total 300 100.0

From Table 4.4, it is inferred that in occupation demography, 115 (38.3%)

respondents were service professionals, 72 (24%) respondents were doing business, 57
(19%) respondents were students and 56 (18.7%) respondents belonged to other
employment. Therefore, the majority of the respondents were service professionals.
Frequencies, Frequencies Frequencies

Service, 115
Frequencies,
Business, 72
Frequencies, Frequencies,
Student, 57 Others, 56
38.3%
24%
19% 18.7%
Figure 4.4: Occupation Wise Classifications of Respondents

4.1.5 Income Wise Classification of Respondents
Table 4. 5: Income Wise Classifications of Respondents
Annual Income No. of Percentage of

S.no
(Rupees) Respondents Respondents
1. < 2 lakhs 63 21.0
2. 2 - 5 lakhs 81 27.0
3 5 - 8 lakhs 45 15.0
4 8 - 10 lakhs 62 20.7
5 > 10 lakhs 49 16.3
Total 300 100.0
From Table 4.5, it is inferred that in annual income demography, 81 (27%)

respondents were having an income between 2 – 5 lakhs, 63 (21%) respondents were
having an income less than 2 lakhs, 62 (20.7%) respondents were having an income
between 8 – 10 lakhs, 49 (16.3%) respondents were having an income above 10 lakhs
and 45 (15%) respondents were having an income between 5 – 8 lakhs. Therefore, the
majority of the respondents were having an annual income between 2 – 5 lakhs.
Frequencies, 2 - 5
Frequencies percentage
lakh, 81
Frequencies, < 2 Frequencies, 8 -

lakh, 63 10 lakh, 62
Frequencies, > 10
Frequencies, 5 - 8 lakh, 49
lakh, 45
27%
21% 20.7%
16.3%
15%
Figure 4.5: Annual Income Wise Classification of Respondents

4.2 Simple Percentage Analysis
Simple percentage analysis is done to analyse the percentage of opinions of the

respondents for the various statements on the scale of strongly agree to strongly
disagree used in the questionnaire to measure all the variables in the research study.
Table 4.6 shows the percentage analysis of opinions of the respondents for the
various statements on the scale of strongly agree to strongly disagree, for the consumer
involvement variable.
Table 4.6: Simple Percentage Analysis – Consumer Involvement
Consumer Involvement Frequency Percentage
SDА DА N А SА TOT SDА DА N А SА
a) Exposure
I am an active consumer. 75 78 51 47 49 300 25 26 17 15.7 16.3
I am exposed to a wide array 63 81 45 62 49 300 21 27 15 20.7 16.3
I am well aware of the functionality 66 90 75 44 25 300 22 30 25 14.7 8.3
Average 68 83 57 51 41 300 22.7 27.7 19.0 17.0 13.6
b) Interest
I take interest and staying updated 84 96 53 54 13 300 28 32 17.7 18 4.3
I regularly upgrade 66 75 57 56 46 300 22 25 19 18.7 15.3
Average 75 85.5 55 55 29.5 300 25 28.5 18.35 18.35 9.8
Average Involvement 70.8 84 56.2 52.6 36.4 300 23.6 28 18.7 17.6 12.1

It is observed from Table 4.6 that for the item,
Exposure, an average of 13.6% strongly agree, 17% agree, 19% neither agree nor
disagree, 22.7 % disagree and 27.7% strongly disagree that they have good exposure to
electronic home appliances. Therefore, 50.4% (22.7% strongly disagreed and 27.7%
disagreed) of the respondents did not have good exposure to electronic home
appliances.
Interest, an average of 9.8 % strongly agree, 18.35% agree, 18.35% neither agree
nor disagree, 28.5% disagree and 25% strongly disagree that they were interested in
electronic home appliances. Therefore, (28.5% disagreed and 25% strongly disagreed) of
the respondents were not interested in electronic home appliances.
It is observed from the overall average of consumer involvement items that

12.1% of the respondents strongly agree, 17.6% of them agree, 18.7% of them are
neutral, 28% of them disagree and 23.6% of them strongly disagree this shows that the
majority (51.6%) of the respondents were not showing much involvement in electronic
home appliances.
various statements on the scale of strongly agree to strongly disagree, for the product
features variable.
Table 4. 7: Simple Percentage Analysis – Product Features
Frequency Percentage
Product features
a) Aesthetic
Design 72 68 50 58 52 300 24 22.7 16.7 19.3 17.3

Colour 62 66 48 64 60 300 20.7 22 16 21.3 20
67 67 49 61 56 300 22.4 22.4 16.4 20.3 18.7

Average
b) Functionality
68 77 67 50 38 300 22.7 25.7 22.3 16.7 12.7

Function
71 61 60 59 49 300 23.7 20.3 20 19.7 16.3

Warranty
14 90 113 70 13 300 4.7 30 37.7 23.3 4.3

Quality
51 76 80 59.7 33.3 300 17.0 25.3 26.7 19.9 11.1

Average
c) Brand
78 75 62 61 24 300 26 25 20.7 20.3 8

Stick to one brand
66 66 45 64 59 300 22 22 15 21.3 19.7

Brand quality
80 86 56 56 22 300 26.7 28.7 18.7 18.7 7.3

Renowned brand
74.7 75.7 54.3 60.3 35.0 300.0 24.9 25.2 18.1 20.1 11.7
Average
d) Price
70 72 70 48 40 300 23.3 24 23.3 16 13.3

Discounts/offers
64 69 51 62 54 300 21.3 23 17 20.7 18

Flexible payment
66 66 60 58 50 300 22 22 20 19.3 16.7

Costly product
66.7 69.0 60.3 56.0 48.0 300.0 22.2 23.0 20.1 18.7 16.0
Average
64.8 71.9 60.9 59.3 43.1 300.0 21.6 24.0 20.3 19.7 14.4
Average Product

Aesthetic, an average of 18.7% strongly agree, 20.3% agree, 16.4% neither agree
nor disagree, 22.4% disagree and 22.4% strongly disagree that they considered the
aesthetic features of electronic home appliances, Therefore, 44.8% (22.4% strongly
disagreed and 22.4% agreed) of the respondents did give much consideration to the
aesthetic features of electronic home appliances.
Functionality, an average of 11.1% strongly agree, 19.9% agree, 26.7% neither

agree nor disagree, 25.3% disagree and 17% strongly disagree that they considered the
functionality features of the electronic home appliances. Therefore, 42.3% (25.3%
disagreed and17% strongly disagreed) of the respondents disagree that they considered
the functionality features of electronic home appliances.
Brand, an average of 11.7% strongly agree, 20.1% agree, 18.1% neither agree nor
disagree, 25.2% disagree and 24.9% strongly disagree that they considered the brand of
electronic home appliances. Therefore, 50.1% (25.2% disagreed and 24.9 % strongly
disagreed) of the respondents disagree that they considered the brand of electronic
home appliances.
Price, an average of 16% strongly agree, 18.7% agree, 20.1% neither agree nor
disagree, 23 % disagree and 22.2% strongly disagree that they considered the price of
electronic home appliances. Therefore, 45.2% (23% disagreed and 22.2 % strongly
disagreed) of the respondents disagree they considered the price of electronic home
appliances.
The overall average of product features items shows that 14.4% of the
respondents strongly agree, 19.7% of them agree, 20.3% of them are neutral, 24% of
them disagree and 21.6% of them strongly disagree. This shows that the majority
(45.6%) of the respondents disagree that they considered the product features of

various statements on the scale of strongly agree to strongly disagree, for the service
team behaviour variable.
Table 4.8: Simple Percentage Analysis – Service Team Behaviour
Service Team Behaviour Frequency Percentage
a) Service team SDА DА N А SА TOT SDА DА N А SА
Feed back 82 75 59 60 24 300 27.3 25 19.7 20 8
Response 63 71 58 62 46 300 21 23.7 19.3 20.7 15.3
Discussion 12 93 118 67 10 300 4 31 39.3 22.3 3.3
Exchange 65 65 47 62 61 300 21.7 21.7 15.7 20.7 20.3
Average 55.5 76 70.5 62.75 35.25 300 18.5 25.4 23.5 20.9 11.7
b) Service quality
Service quality 69 72 65 54 40 300 23 24 21.7 18 13.3
Satisfaction 78 73 61 64 24 300 26 24.3 20.3 21.3 8
Installation 14 90 113 70 13 300 4.7 30 37.7 23.3 4.3
Replacement 72 67 54 57 50 300 24 22.3 18 19 16.7
Average 58.3 75.5 73.3 61.3 31.8 300 19.4 25.2 24.4 20.4 10.6
c) Employee Behaviour
Knowledge 72 69 50 56 53 300 24 23 16.7 18.7 17.7
Courtesy 62 66 50 63 59 300 20.7 22 16.7 21 19.7
Discussion 65 79 64 54 38 300 21.7 26.3 21.3 18 12.7
Personal attention 69 69 67 54 41 300 23 23 22.3 18 13.7
Relationship 72 63 54 60 51 300 24 21 18 20 17
Average 68 69.2 57 57.4 48.4 300 19

22.6 23.0 19.1 16.1

8 6 4 6
d) Discount
Discounts or offers 68 73 53 55 51 300 22.7 24.3 17.7 18.3 17
Average 68 73 53 55 51 300 22.7 24.3 17.7 18.3 17
300
Average Store Behaviour 62.4 73.4 63.4 59.1 41.6 .0 20.8 24.5 21.2 19.7 13.9
Service team, an average of 11.7 % strongly agree, 20.9% agree, 23.5% neither
agree nor disagree, 25.4 % disagree and 18.5% strongly disagree that they considered
the service team of the electronic home appliances store. Therefore, 43.9% (25.4%
strongly disagreed and 18.5% strongly disagreed) of the respondents disagree that they
considered the service team of the electronic home appliances store.
Service quality, an average of 10.6% strongly agree, 20.4% agree, 24.4% neither
agree nor disagree, 25.2% disagree and 19.4% strongly disagree that they considered the
service quality of the electronic home appliances store. Therefore, 44.6% (25.2%
disagreed and 19.4 % strongly disagreed) of the respondents disagree that they
considered the service quality of the electronic home appliances store.
Employee behaviour, an average of 16.2% strongly agree, 19.1% agree, 19%

neither agree nor disagree, 23.1 % disagree and 22.7% strongly disagree that they
considered the employee behaviour of the electronic home appliances store. Therefore,
45.8% (23.1 % disagreed and 22.7 % strongly disagreed) of the respondents disagree
that they considered the employee behaviour of the electronic home appliances store.
Discounts or offers, an average of 17% strongly agree, 18.3% agree, 17.7%

neither agree nor disagree, 24.3% disagree and 22.7% strongly disagree that they
considered the discounts or offers of the electronic home appliances store. Therefore,
47% (24.3 % disagreed and 22.7% strongly disagreed) of the respondents disagree that
they considered the discounts or offers of the electronic home appliances store.

The overall average of service team behaviour items shows that 13.9 % of the
respondents strongly agree, 19.7 % of them agree, 21.2% of them are neutral, 24.5 % of
them disagree and 20.8 % of them strongly disagree. This shows that the majority
(45.3%) of the respondents disagree that they considered the service team behaviour of
the electronic home appliances store.
various statements on the scale of strongly agree to strongly disagree, for the peer
references variable.
Table 4.9: Simple Percentage Analysis – Peer reference
Peer References Frequency Percentage
a) Social Review SDА DА N А SА TOT SDА DА N А SА
Online rating 66 77 65 49 43 300 22 25.7 21.7 16.3 14.3
Reviews 68 70 52 59 51 300 22.7 23.3 17.3 19.7 17
Average 67 73.5 58.5 54 47 300 22.4 24.5 19.5 18.0 15.7
b) Reference Group
Friends and family 66 70 51 61 52 300 22 23.3 17 20.3 17.3
Celebrity 73 73 63 51 40 300 24.3 24.3 21 17 13.3
Social group 68 61 63 59 49 300 22.7 20.3 21 19.7 16.3
Average 69 68 59 57 47 300 23.0 22.6 19.7 19.0 15.6
c) Past experience
Previous use 36 103 94 55 12 300 12 34 31 18 4
Trust 63 71 58 62 46 300 21 24 19 21 15
Reliable 12 93 118 67 10 300 4 31 39 22 3
Average 37.0 89.0 90.0 61.3 22.7 300.0 12.3 29.7 30.0 20.4 7.5
Average Peer Reference 57.7 76.8 69.2 57.4 38.9 300.0 19.2 25.6 23.0 19.1 12.9


Social review, an average of 15.7% strongly agree, 18% agree, 19.5% neither
social review of electronic home appliances before purchase. Therefore, 46.9% (24.5 %
disagreed & 22.4% strongly disagreed) of the respondents disagree that they considered
the social review of electronic home appliances before purchase.
Reference group, an average of 15.6 % strongly agree, 19% agree, 19.7% neither
agree nor disagree, 22.6 % disagree and 23% strongly disagree that they considered the
reference group of electronic home appliances before purchase. Therefore, 45.6% (22.6
% disagreed & 23% strongly disagreed) of the respondents disagree that they considered
the reference group of electronic home appliances before purchase.
Past experience, an average of 7.5% strongly agree, 20.4% agree, 30% neither
past experience of electronic home appliances before purchase. Therefore, 42% (29.7%
the past experience of electronic home appliances before purchase.
The overall average of peer references shows that 12.9% of the respondents
strongly agree, 19.1% of them agree, 23% of them are neutral, 25.6% of them disagree
and 19.2% of them strongly disagree. This shows that the majority of (44.8%) of the
respondents disagreed that they considered the past experience of electronic home
appliances before purchase.
4.2.5 Advertisement Influence
various statements on the scale of strongly agree to strongly disagree, for advertisement
influence variable.
Exposure and Attitude, an average of 15% strongly agree, 20.2% agree, 19.3%
neither agree nor disagree, 25 % disagree and 20.5% strongly disagree that they

considered advertisement exposure and attitude of electronic home appliances before

purchase. Therefore, 45.5% (25% disagreed & 20.5% strongly disagreed) of the
respondents disagree that they considered advertisement exposure and attitude of
electronic home appliances before purchase
Table 4.10: Simple Percentage Analysis – Advertisement influence
Advertisement Influence
a) Exposure & Attitude
Subject to plenty of Ad 36.0 103.0 94.0 55.0 12.0 300.0 12.0 34.3 31.3 18.3 4.0
Interest in looking ads 68.0 60.0 56.0 63.0 53.0 300.0 22.7 20.0 18.7 21.0 17.7
Ads are informative 67.0 65.0 45.0 64.0 59.0 300.0 22.3 21.7 15.0 21.3 19.7
Repetitive ads 64.0 79.0 46.0 61.0 50.0 300.0 21.3 26.3 15.3 20.3 16.7
Ad influence 64.0 74.0 41.0 66.0 55.0 300.0 21.3 24.7 13.7 22.0 18.3
Trade shows 63.0 71.0 58.0 62.0 46.0 300.0 21.0 23.7 19.3 20.7 15.3
Persuasive 69.0 72.0 65.0 54.0 40.0 300.0 23.0 24.0 21.7 18.0 13.3
Average 61.6 74.9 57.9 60.7 45.0 300.0 20.5 25.0 19.3 20.2 15.0
b) Trust & Emotion
Engaging story 12 93 118 67 10 300 4 31 39.3 22.3 3.3
Entertaining 14 90 113 70 13 300 4.7 30 37.7 23.3 4.3
Celebrity 72 67 54 57 50 300 24 22.3 18 19 16.7
Trust 65 65 47 62 61 300 21.7 21.7 15.7 20.7 20.3
Favourite actors 78 73 61 64 24 300 26 24.3 20.3 21.3 8
Average 48.2 77.6 78.6 64 31.6 300 16.08 25.86 26.2 21.32 10.52
c) Conventional
Personal selling 46.0 83.0 79.0 59.0 33.0 300.0 15.3 27.7 26.3 19.7 11.0

Brochure 63.0 71.0 73.0 56.0 37.0 300.0 21.0 23.7 24.3 18.7 12.3
Press media 77.0 82.0 58.0 59.0 24.0 300.0 25.7 27.3 19.3 19.7 8.0
Average 62.0 78.7 70.0 58.0 31.3 300.0 20.7 26.2 23.3 19.4 10.4
d) Digital
Ad in TV, internet 25 93 89 69 24 300 8.3 31 29.7 23 8
Ad in social media 65 66 46 63 60 300 21.7 22 15.3 21 20
Average 45 79.5 67.5 66 42 300 15 26.5 22.5 22 14
Average Advertisement 54.2 77.7 68.5 62.2 37.5 300.0 18.1 25.9 22.8 20.7 12.5
Trust and emotion, an average of 10.5% strongly agree, 21.3% agree, 26.2%
considered advertisement trust and emotion of electronic home appliances before
purchase. Therefore, 42% (25.9% disagreed & 16.1% strongly disagreed) of the
respondents disagree that they considered the advertisement trust and emotion of
electronic home appliances before purchase.
Conventional media, an average of 10.4% strongly agree, 19.4% agree, 22.3%

considered conventional media of electronic home appliances before purchase.
Therefore, 46.9% (25.9% disagreed and 16.1% strongly disagreed) of the respondents
disagree that they considered conventional media of electronic home appliances before
purchase.
Digital Media, an average of 14% strongly agree, 22% agree, 22.5% neither agree
nor disagree, 26.5 % disagree and 15% strongly disagree that they considered digital
media advertising of electronic home appliances before purchase. Therefore, 41.5%
(26.5% disagreed & 15% strongly disagreed) of the respondents disagree that they
considered digital media advertising of electronic home appliances before purchase.
The overall average of advertisement influence shows that 12.5% strongly agree,
20.7% agree, 22.8% neither agree nor disagree, 25.9 % disagree and 18.1% strongly

disagree. Therefore, it shows that the majority (44%) of the respondents disagree that
they considered digital media advertising of electronic home appliances before
purchase.
various statements on the scale of strongly agree to strongly disagree, for the brand
influence variable.
Table 4.11: Simple Percentage Analysis – Brand Influence
Brand Influence Frequency Percentage
a) Brand Identity SDА DА N А SА TOT SDА DА N А SА
popular brand 68 60 56 63 53 300 22.7 20 18.7 21 17.7
Stands out brand 67 65 45 64 59 300 22.3 21.7 15 21.3 19.7
Recognize brand 64 79 46 61 50 300 21.3 26.3 15.3 20.3 16.7
Average 66.3 68.0 49.0 62.7 54.0 300.0 22.1 22.7 16.3 20.9 18.0
b) Brand Image
Positive image 64 74 41 66 55 300 21.3 24.7 13.7 22 18.3
Origin image 82 75 59 60 24 300 27.3 25 19.7 20 8
Good image 63 71 58 62 46 300 21 23.7 19.3 20.7 15.3
Average 69.7 73.3 52.7 62.7 41.7 300.0 23.2 24.5 17.6 20.9 13.9
c) Brand Ambassador
Endorsement 70 70 67 50 43 300 23.3 23.3 22.3 16.7 14.3
Sponsored 74 60 52 62 52 300 24.7 20 17.3 20.7 17.3
Ambassador 64 73 63 54 46 300 21.3 24.3 21 18 15.3
Average 69.3 67.7 60.7 55.3 47.0 300.0 23.1 22.5 20.2 18.5 15.6
Average Brand 69.1 70.2 55.8 59.4 45.4 300.0 23.0 23.4 18.6 19.8 15.1

Brand identity, an average of 18% strongly agree, 20.9% agree, 16.3% neither
brand identity of electronic home appliances before purchase. Therefore, 44.8% (22.7%
disagreed & 22.1% strongly disagreed) of the respondents disagree they considered the
brand identity of electronic home appliances before purchase.
Brand image, an average of 13.9% strongly agree, 20.9% agree, 17.6% neither
brand image of electronic home appliances before purchase. Therefore, 47.7% (24.5%
the brand image of electronic home appliances before purchase.
Brand ambassador, an average of 15.6% strongly agree, 18.5% agree, 20.2%

considered the brand ambassador of electronic home appliances before purchase.
Therefore, 45.6% (22.5% disagreed and 23.1% strongly disagreed) of the respondents
disagree that they considered the brand ambassador of electronic home appliances
before purchase.
The overall average of brand influence items shows that 15.1% strongly agree,
19.8% agree, 18.6% neither agree nor disagree, 23.4 % disagree and 23% strongly
disagree that their consideration for a brand attitude of the electronic home appliances.
Therefore, it shows that the majority (46.4%) of the respondents disagree that they
considered the brand influence of electronic home appliances before purchase.
4.2.7 Electronic home appliances Buying Behaviour
various statements on the scale of strongly agree to strongly disagree, for electronic
home appliances buying behaviour variable.

Information search, an average of 4.3% strongly agree, 18% agree, 17.7% neither
agree nor disagree, 32 % disagree and 28% strongly disagree that they did information
search about electronic home appliances before purchase. Therefore, 60% (32%
disagreed & 28% strongly disagreed) of the respondents disagreed that they did an
information search about electronic home appliances before purchase.
Table 4.12: Simple Percentage Analysis – Electronic home appliances Buying Behaviour
Buying behaviour
Information search 84 96 53 54 13 300 28 32 17.7 18 4.3
Product features 62 66 48 64 60 300 20.7 22 16 21.3 20
Advertisement 64 74 41 66 55 300 21.3 24.7 13.7 22 18.3
Employee behaviour 65 79 64 54 38 300 21.7 26.3 21.3 18 12.7
Social review 68 70 52 59 51 300 22.7 23.3 17.3 19.7 17
Reference Group 68 61 63 59 49 300 22.7 20.3 21 19.7 16.3
Price value 66 66 60 58 50 300 22 22 20 19.3 16.7
Cost consideration 70 67 54 62 47 300 23.3 22.3 18 20.7 15.7
Past experience 14 90 113 70 13 300 4.7 30 37.7 23.3 4.3
Brand image 64 73 63 54 46 300 21.3 24.3 21 18 15.3
After sales service 69 72 65 54 40 300 23 24 21.7 18 13.3
Most selling 82 75 59 60 24 300 27.3 25 19.7 20 8
Average 64.7 74.1 61.3 59.5 40.5 300.0 21.6 24.7 20.4 19.8 13.5
Product features, an average of 20% strongly agree, 21.3% agree, 16% neither
agree nor disagree, 22% disagree and 20.7% strongly disagree that they considered
product features of electronic home appliances while purchasing. Therefore, 42.7%
(22% disagreed and 20.7% strongly disagreed) of the respondents disagreed that they
considered product features of electronic home appliances while purchasing.

Advertisement, an average of 18.3% strongly agree, 22% agree, 13.7% neither

agree nor disagree, 24.7 % disagree and 21.3% strongly disagree that advertisement
influenced the purchase of electronic home appliances. Therefore, 46% (24.7%
disagreed and 21.3% strongly disagreed) of the respondents disagree that advertisement
influenced the purchase of electronic home appliances.
Employee behaviour, an average of 12.7% strongly agree, 18% agree, 21.3%

neither agree nor disagree, 26.3% disagree and 21.7% strongly disagree that employee
behaviour influenced the purchase of electronic home appliances. Therefore, 48%
(26.3% disagreed and 21.7% strongly disagreed) of the respondents disagreed that
employee behaviour influenced the purchase of electronic home appliances.
Social reviews, an average of 17% strongly agree, 19.7% agree, 17.3% neither
agree nor disagree, 23.3 % disagree and 22.7% strongly disagree that social reviews
disagreed & 22.7% strongly disagreed) of the respondents disagreed that social reviews
influenced the purchase of electronic home appliances.
Reference group, an average of 16.3% strongly agree, 19.7% agree, 21% neither
agree nor disagree, 20.3 % disagree and 22.7% strongly disagree that reference groups
disagreed & 22.7% strongly disagreed) of the respondents disagree that reference
groups influenced the purchase of electronic home appliances.
Price-value consciousness, an average 16.7% strongly agree, 19.3% agree, 20%

neither agree nor disagree, 22% disagree and 22% strongly disagree that they purchased
electronic home appliances based on price-value consciousness. Therefore, 44% (22%
disagreed & 22% strongly disagreed) of the respondents disagreed that they purchased
electronic home appliances based on price-value consciousness.
Less cost consideration, an average of 15.7% strongly agree, 20.7% agree, 18%
purchased less cost electronic home appliances. Therefore, 45.6% (22.3% disagreed &

23.3% strongly disagreed) of the respondents disagreed that they purchased less cost
Past experience, an average of 4.3% strongly agree, 23.3% agree, 37.7% neither
agree nor disagree, 30% disagree and 4.7% strongly disagree that they have purchased
electronic home appliances based on past experience. Therefore, the majority (37.7%) of
the respondents neither agreed nor disagreed that they have purchased electronic
home appliances based on past experience.
Brand image, an average of 15.3% strongly agree, 18% agree, 21% neither agree
nor disagree, 24.3% disagree and 21.3% strongly disagree that brand image influenced
the purchase of electronic home appliances. Therefore, 45.6% (24.3% disagreed &
21.3% strongly disagreed) of the respondents disagreed that brand image influenced the
purchase of electronic home appliances.
After-sales service, an average of 13.3% strongly agree, 18% agree, 21.7% neither
agree nor disagree, 24% disagree and 23% strongly disagree that they made purchase
decisions based on the after-sales service of electronic home appliances. Therefore, 47%
(24% disagreed & 23% strongly disagreed) of the respondents disagreed that they made
purchase decisions based on the after-sales service of the electronic home appliances.
For most selling models, an average of 8% strongly agree, 20% agree, 19.7%
neither agree nor disagree, 25% disagree and 27.3% strongly disagree that they have
purchased the most selling electronic home appliance model. Therefore, 52.3% (27.3%
disagreed & 25% strongly disagreed) of the respondents disagree that they have
purchased the most selling electronic home appliance model.
The overall average of electronic home appliances buying behaviour shows that
13.5% of the respondents strongly agree, 19.8 % of them agree, 20.4% of them are
neutral, 24.7% of them disagree and 21.6% of them strongly disagree about their
behaviour towards the purchase of electronic home appliances buying behaviour. This
shows that the majority (46.3%) of the respondents disagree about their behaviour
towards the purchase of electronic home appliances buying behaviour.

4.3 Reliability Statistics
The study uses the Cronbach’ Alpha to measure the internal reliability of the
questionnaire. The reliability estimates for the seven constructs and their sub-variables
are shown in Table 4.13.
Table 4.13: Reliability Statistics
Cronbach's Alpha
No. of Cronbach's
S.No Variables Based on
Items Alpha
Standardised Items
1 Consumer Involvement 5 .777 .777
2 Product Features 11 .860 .868
3 Service Team Behaviour 14 .904 .911
4 Peer References 8 .930 .932
5 Advertisement Influence 17 .916 .923
6 Brand Influence 9 .833 .834
7 Buying Behaviour 12 .880 .884

From Table 4.13 it is inferred that the Cronbach’s α for factors, consumer
involvement with 5 items is .777 (.777), product features with 11 items are .860 (.868),
service team behaviour with 14 items is .904 (.911), peer references with 8 items are
.930 (.932), advertisement influence with 17 items is .916 (.923), brand influence with 9
items is .833 (.834) and buying behaviour with 12 items is .880 (.884).
Guileford (1965) [218] suggested that when Cronbach’s α is greater than 0.7, it
shows that the questionnaire has a relatively high internal reliability. The results of the
study show that Cronbach’s α in all constructs is higher than 0.7. It indicates that the
reliability of the questionnaire is acceptable.

4.3.1 KMO and Bartlett's Test
KMO and Bartlett's Test of Sphericity was conducted to test the data for the
sampling adequacy and fit of the data for analysis.
Table. 4.14: KMO and Bartlett’s Test
KMO Bartlett's Test of Sphericity

Measure of
S.No Constructs
Sampling Approx. Chi-
Adequacy. df Sig.
Square
1 Consumer Involvement .686 2311.00 10 .000
2 Product Features .861 2902.00 55 .000
3 Service Team Behaviour .886 4574.00 91 .000
4 Peer References .891 1874.00 28 .000
5 Advertisement influence .890 6025.00 136 .000
6 Brand influence .849 1747.00 36 .000
7 Buying Behaviour .890 2768.00 66 .000
8 Overall .931 11210.00 2850 .000

KMO - Kaiser-Meyer-Olkin Measure of Sampling Adequacy
From Table 4.14 it is inferred that the value of KMO statistics for the factor’s
consumer involvement is .686, product features are .861, service team behaviour is .886,
peer references is .891, advertisement attitude is .849, brand attitude is .849, and
buying behaviour is .890. The overall KMO statistics is .931.
The Bartlett’s test approximate Chi-square values for the factors are Consumer
involvement (χ²=2311, df-10, sig-.000), product features (χ²=2902, df-55, sig-.000),
service team behaviour (χ²=4574, df-91, sig-.000), peer references (χ²=1874, df-28, sig-
.000), advertisement influence (χ²=6025, df-136, sig-.000), brand influence (χ²=1747, df-

36, sig-.000), and buying behaviour (χ²=2768, df-66, sig-.000). The overall approximate
Chi-square value is (χ²=11210, df-2850, sig-.000)
For all the samples, the value of KMO statistics was higher than the acceptable
limit of 0.5 Hair et al., (2005) [219] and Bartlett’s test was significant, indicating the
suitability of data for factor analysis.
4. 4 T- Test
One-Sample t-statistics significance test of mean was employed to test whether

the mean of all items in the factors significantly deviates from the sample mean.
Table 4.15 shows the T-statistics values for the consumer involvement variable.
Table 4.15: T- Statistics: Consumer Involvement
Std.
Std. Sig.
ITEMS Mean Error t
Deviation (2-tailed)
Mean
I am an active consumer. 2.7233 1.41426 .08165 -3.388 .001
I am exposed to a wide array 2.8433 1.39713 .08066 -1.942 .053
I am well aware of the

2.5733 1.21774 .07031 -6.069 .000
functionality
I take interest and staying

2.3867 1.19243 .06885 -8.909 .000
updated
I regularly upgrade 2.8033 1.37755 .07953 -2.473 .014
Average 2.666 1.32

Source: Primary Data (n=300, df=299; Test value = 3)
It is observed from Table 4.15 that for all the consumer involvement items, the
highest mean value is for the item ‘I am exposed to a wide array’ (2.8433) and the
lowest mean value is for the item ‘I take interest and staying updated’ (2.3867). The

highest standard deviation is for the item ‘I am an active consumer’ (1.41426) and the
lowest standard deviation is for the item ‘I take interest and staying updated’ (1.19243).
The average mean value of all items is 2.666 with an average standard deviation of 1.32.
The significance test of mean shows that for all the items except for ‘I am exposed to a
wide array’ (t = -1.942, p>.05), the deviation from their means is significant at a 5%
significant level.
4.4.2 T-Test: Product Features
Table 4.16 shows the T-statistics values for product feature variable.
Table. 4.16: T- Statistics: Product Features
Std. Std. Error

Items Mean T Sig. (2-tailed)
Deviation Mean
Design 2.8333 1.43262 .08271 -2.015 .045

Colour 2.9800 1.43753 .08300 -.241 .810
Function 2.7100 1.32606 .07656 -3.788 .000
Warranty 2.8467 1.40823 .08130 -1.886 .060
Quality 2.9267 0.94389 .05450 -1.346 .179
Stick to one brand 2.5933 1.28587 .07424 -5.478 .000
Brand quality 2.9467 1.45058 .08375 -.637 .525
Renowned brand 2.5133 1.26563 .07307 -6.660 .000
Discounts/offers 2.7200 1.33950 .07734 -3.621 .000
Flexible payment 2.9100 1.41725 .08182 -1.100 .272
Costly product 2.8667 1.39596 .08060 -1.654 .099

Average 2.804 1.337
Source: Primary Data (n=300, df= 299, Test value = 3)
It is observed from Table 4.16 that for all the product feature items, the highest
mean value is for the item ‘colour’ (2.98) and the lowest mean value is for the item
‘renowned brand ‘(2.5133). The highest standard deviation is for the item ‘brand quality’
(1.451) and the lowest standard deviation is for the item ‘quality’ (0.944). The average

mean value of all items is 2.804 with an average standard deviation of 1.337. The
significance test of mean shows that for all the product feature items, except for colour
(t= -2.41; p>.05), warranty (t= -1.886; p>.05), quality (t= -1.346; p>.05) brand quality (t= -
0.637; p>.05), flexible payment (t= -1.100; p>.05) and costly product (t= -1.654; p>.05),
the deviation from their means is significant at a 5% significant level.
4.4.3 T-Test: Service Team Behaviour
Table 4.17 shows the T-statistics values for the service team behaviour variable.
Table 4.17: T- Statistics: Service Team Behaviour
Std. Std. Error Sig.

Items Mean T
Deviation Mean (2-tailed)
Feed back 2.5633 1.29547 .07479 -5.838 .000
Response 2.8567 1.37200 .07921 -1.809 .071
Discussion 2.9000 0.90521 .05226 -1.913 .057
Exchange 2.9633 1.45225 .08385 -.437 .662
Service quality 2.7467 1.34730 .07779 -3.257 .001
Satisfaction 2.6100 1.29234 .07461 -5.227 .000
Installation 2.9267 0.94389 .05450 -1.346 .179
Replacement 2.8200 1.41927 .08194 -2.197 .029
Knowledge 2.8300 1.43572 .08289 -2.051 .041
Courtesy 2.9700 1.43153 .08265 -.363 .717
Discussion 2.7367 1.32407 .07645 -3.445 .001
Personal attention 2.7633 1.35157 .07803 -3.033 .003
Relationship 2.8500 1.42628 .08235 -1.822 .070
Discounts or offers 2.8267 1.41065 .08144 -2.128 .034
Average 2.812 1.315

Source: Primary Data (n=300, df= 299 Test value = 3)

It is observed from Table 4.17 that for all the service team behaviour items, the
highest mean value is for the item ‘courtesy’ (2.97) and the lowest mean value is for the
item ‘satisfaction’ (2.61). The highest standard deviation is for the item ‘exchange’
(1.451) and the lowest standard deviation is for the item ‘discussion’ (0.905). The
average mean value of all items is 2.812 with an average standard deviation of 1.315.
The significance test of mean shows that for all the items except for ‘response’ (t = -
1.809, p>.05), ‘discussion’ (t = -1.913, p>.05), ‘exchange’ (t = -.437, p>.05), ‘installation’ (t
= -1.346, p>.05), ‘courtesy’ (t = -.363, p>.05) and ‘relationship’ (t = -1.822, p>.05), the
deviation from their means is significant at 5% significant level.
4.4.4 T-Test: Peer References
Table 4.18 shows the T-statistics values for the peer references variable.
Table 4.18: T- Statistics: Peer References

Items Mean T
Online rating 2.7533 1.34854 .07786 -3.168 .002
Reviews 2.8500 1.41451 .08167 -1.837 .067
Friends and family 2.8767 1.41473 .08168 -1.510 .132
Celebrity 2.7067 1.35650 .07832 -3.745 .000
Social group 2.8667 1.39596 .08060 -1.654 .099
Previous use 2.6800 1.03336 .05966 -5.364 .000
Trust 2.8567 1.37200 .07921 -1.809 .071
Reliable 2.9000 0.90521 .05226 -1.913 .057
Average 2.811 1.280
Source: Primary Data (n=300, df= 299, Test value = 3)
It is observed from Table 4.18 that for all the peer reference items, the highest
mean value is for the item ‘reliable’ (2.9) and the lowest mean value is for the item
‘previous use’ (2.68). The highest standard deviation is for the items ‘social reviews’ and
‘friend and family’ (1.415) and the lowest standard deviation is for the item ‘reliable’

(0.905). The average mean value of all items is 2.811 with an average standard deviation
of 1.28. The significance test of mean shows that for all the peer references items,
except for the items ‘reviews’ (t = -1.837, p>.05), ‘friends and family’ (t = -1.510, p>.05),
‘social group’ (t = -1.654, p>.05), ‘trust’ (t = -1.809, p>.05) and ‘reliable’ (t = -1.913,
p>.05), the deviation from their means is significant at a 5% significant level.
4.4.5 T-Test: Advertisement Influence
Table 4.19 shows the T-statistics values for advertisement influence variable
Table 4.19: T- Statistics: Advertisement Influence

Items Mean T
Subject to plenty of Ad 2.6800 1.03336 .05966 -5.364 .000
Interest in looking ads 2.9100 1.42196 .08210 -1.096 .274
Ads are informative 2.9433 1.45390 .08394 -.675 .500
Repetitive ads 2.8467 1.40347 .08103 -1.892 .059
Ad influence 2.9133 1.43271 .08272 -1.048 .296
Trade shows 2.8567 1.37200 .07921 -1.809 .071
Persuasive 2.7467 1.34730 .07779 -3.257 .001
Engaging story 2.9000 0.90521 .05226 -1.913 .057
Entertaining 2.9267 0.94389 .05450 -1.346 .179
Celebrity 2.8200 1.41927 .08194 -2.197 .029
Trust 2.9633 1.45225 .08385 -.437 .662
Favourite actors 2.6100 1.29234 .07461 -5.227 .000
Personal selling 2.8333 1.22634 .07080 -2.354 .019
Brochure 2.7767 1.30862 .07555 -2.956 .003
Press media 2.5700 1.27954 .07387 -5.821 .000
Ad in TV, internet 2.9133 1.09077 .06298 -1.376 .170
Ad in social media 2.9567 1.44976 .08370 -.518 .605
Average 2.833 1.284
Source: Primary Data (n=300, df=299, Test value = 3)

It is observed from Table 4.19 that for all the advertisement influence items, the
highest mean value is for the item ‘trust’ (2.963) and the lowest mean value is for the
item ‘favourite actors’ (2.61). The highest standard deviation is for the item ‘ads are
informative’ (1.454) and the lowest standard deviation is for the item ‘engaging story’
of 1.284. The significance test of mean shows that for all the items except for items
‘interest in looking ads’ (t = -1.096, p>.05), ‘ads are informative’ (t = -.675, p>.05),
‘repetitive ads’(t = -1.892, p>.05), ‘ad influence’(t = -1.048, p>.05), ‘trade shows’ (t = -
1.809, p>.05), ‘engaging story’ (t = -1.913, p>.05), ‘entertaining' (t = -1.346, p>.05), ‘trust’
(t = -.437, p>.05), ‘ad in TV, internet’ (t = -1.376, p>.05), and ‘ad in social media’ (t = -
.518, p>.05), the deviation from their means is significant at 5% significant level.
4.4.6 T-Test: Brand Influence
Table 4.20 shows the T-statistics values for past buying experience variable
Table 4.20 T- Statistics: Brand Influence

Items Mean T
Popular brand 2.9100 1.42196 .08210 -1.096 .274
Stands out brand 2.9433 1.45390 .08394 -.675 .500
Recognize brand 2.8467 1.40347 .08103 -1.892 .059
Positive image 2.9133 1.43271 .08272 -1.048 .296
Origin image 2.5633 1.29547 .07479 -5.838 .000
Good image 2.8567 1.37200 .07921 -1.809 .071
Endorsement 2.7533 1.36088 .07857 -3.139 .002
Sponsored 2.8600 1.44013 .08315 -1.684 .093
Ambassador 2.8167 1.36477 .07880 -2.387 .021
Average 2.829 1.394
Source: Primary Data (n=300, df=299; Test value = 3)

It is observed from Table 4.20 that for all the brand influence items, the highest
mean value is for the item ‘stand out brand’ (2.943) and the lowest mean value is for the
item ‘origin image’ (2.563). The highest standard deviation is for the item ‘stand out
brand’ (1.454) and the lowest standard deviation is for the item ‘origin image’ (1.295).
The average mean value of all items is 2.829 with an average standard deviation of
1.394. The significance test of mean shows that for the items, ‘origin image’,
‘endorsement’, and ‘ambassador’, the deviation from their means is significant at a 5%
significant level.
4.4.7 T- Test: Electronic home appliances Buying Behaviour
Table 4.21 shows the T-statistics values for electronic home appliances buying
behaviour variable
Table 4.21: T- Statistics: Electronic Home Appliances Buying Behaviour

Items Mean T
Information search 2.3867 1.19243 .06885 -8.909 .000
Product features 2.9800 1.43753 .08300 -.241 .810
Advertisement 2.9133 1.43271 .08272 -1.048 .296
Employee behaviour 2.7367 1.32407 .07645 -3.445 .001
Social review 2.8500 1.41451 .08167 -1.837 .067
Reference Group 2.8667 1.39596 .08060 -1.654 .099
Price value 2.8667 1.39596 .08060 -1.654 .099
Cost consideration 2.8300 1.40273 .08099 -2.099 .037
Past experience 2.9267 0.94389 .05450 -1.346 .179
Brand image 2.8167 1.36477 .07880 -2.327 .021
After sales service 2.7467 1.34730 .07779 -3.257 .001
Most selling 2.5633 1.29547 .07479 -5.838 .000
Average 2.790 1.329
Source: Primary Data (n=300, df=299, Test value = 3)

It is observed from Table 4.21 that for all the buying behaviour items, the highest
mean value is for the item ‘product features’ (2.98) and the lowest mean value is for the
item ‘information search’ (2.387). The highest standard deviation is for the item ‘product
features’ (1.438) and the lowest standard deviation is for the item ‘past experience’
of 1.33. The significance test of mean shows that for the items ‘information search,
employee behaviour, cost consideration, brand image, after-sales service, and most
selling model’, the deviation from their means is significant at a 5% significant level.
4.5 Chi-Square Test Statistics
Chi-Square test is used, to test the set of theoretical frequencies with which
observed frequencies are compared.
4.5.1 Chi-Square (Non-Parametric) – Demographics
Table 4.22 shows the Chi-Square test statistics for demographic variables.
Table 4.22: Chi-Square (Non-Parametric) – Demographics
S.No Factors Chi-Square Df Sig.
1 Age 15.333 4 .004
2 Income 13.33 4 .010
3 Gender 52.92 1 .000
4 Education 69.43 4 .000
5 Employment 30.587 3 .000

From Table 4.22, it is inferred that Chi-square values for the demographic
variables are age (χ²=15.333, p<.05), income (χ²=13.33, p<.05), gender (χ²=52.92, p<.05),
education (χ²=69.43, p<.05), and employment (χ²=30.587, p<.05). This shows that there
is a significant difference between the observed frequencies and expected frequencies
within the demographic variables.

4.5.2 Chi-Square (Non-Parametric) – Factors
Table 4.23 shows the Chi-Square test statistics for the variables used in the
research study.
Table 4.23: Chi-Square (Non-Parametric) – Factors
S.no Factors Chi-Square Df Sig.

1 Consumer Involvement 225.840 35 .000
2 Product Features 206.827 67 .000
3 Service Team Behaviour 186.400 159 .068
4 Peer Reference 212.773 163 .005
5 Advertisement Influence 157.053 165 .658
6 Brand Influence 152.633 36 .000
7 Buying Behaviour 96.200 41 .000
From Table 4.23, it is inferred that Chi-square values for the factors are
Consumer involvement (χ²=225.840, p<.05), product features (χ²=206.827,

p<.05), peer references (χ²=212.773, p<.05), brand influence (χ²=152.633, p<.05) and
buying behaviour (χ²=96.200, p<.05). This shows that there is a significant difference
between the observed frequencies and expected frequencies.
The Chi-square value for service team behaviour (χ²=186.400, p>.05) and
advertisement influence (χ²=157.053, p>.05), shows that there is no significant
difference between the observed frequencies and expected frequencies.
4.5.3 Chi-Square Test for Comparison between Age and Research Variables
Table 4.24 shows the Chi-Square test statistics for comparison between age and
research variables.

Table 4.24: Chi-Square Test for Comparison between Age and Research Variables
Pearson Sig. (2-

Variables Df
Chi-Square sided)
Consumer Involvement 140.2 140 .480
Product Features 248.0 268 .805
Service Team Behaviour 632.6 636 .531
Peer Reference 633.8 652 .688
Advertisement influence 670.5 660 .379
Brand influence 167.1 144 .091
Buying Behaviour 154.4 164 .693
From Table 4.24, it is inferred that chi-square values for comparison between
age and research variables are
Consumer involvement (χ²=140.2, p>.05), product features (χ²=248.0, p>.05),

service team behaviour (χ²= 632.6, p>.05), peer references (χ²=633.8, p>.05),
advertisement influence (χ²=670.5, p>.05), brand influence (χ²=167.1, p>.05) and buying
behaviour (χ²=154.4, p>.05).
This shows that there is no significant association between age and research
variables.
4.5.4 Chi-Square Test for Comparison between Annual Income and Research
Variables
Table 4.25 shows the Chi-Square test statistics for comparison between annual
income and research variables used in the research study

Table 4.25: Chi-Square Test for Comparison between Annual Income and Research
Variables
Variables Pearson Chi-Square e Df Sig. (2-sided)


annual income and research variables are

advertisement influence (χ²=658.9, p>.05), and buying behaviour (χ²=146.4, p>.05). This
shows that there is no significant association between annual income and research
variables except brand attitude.
The chi-square value for brand influence is (χ²=181.1, p<.05). This shows that
there is a significant association between annual income and brand influence.
4.5.5 Chi-Square Test for Comparison between Gender and Research Variables
Table 4.26 shows the Chi-Square test statistics for comparison between gender
and research variables used in the research study

Table 4.26: Chi-Square Test for Comparison between Gender and Research Variables
Sig. (2-
Variables Chi-Square e Df
sided)
Average Buying Behaviour 40.069 41 .512
gender and research variables are

advertisement influence (χ²=167.4, p>.05), brand influence (χ²=26.035, p>.05) and
buying behaviour (χ²=154.4, p>.05).
This shows that there is no significant association between gender and research
variables.
4.5.6 Chi-Square Test for Comparison between Education and Research Variables
Table 4.27 shows the Chi-Square test statistics for comparison between
education and research variables used in the research study

Table 4.27: Chi-Square Test for Comparison between Education and Research
Variables
Pearson Chi-Square Asymp. Sig.

Variables Df
e (2-sided)
education and research variables are

advertisement influence (χ²=617, p>.05), brand influence (χ²=167.6, p>.05) and buying
behaviour (χ²=174.8, p>.05).
This shows that there is no significant association between education and

research variables.

4.5.7 Chi-Square Test for Comparison between Employment and Research Variables
Table 4.28: Chi-Square Test for Comparison between Employment and Research
Variables
Pearson Chi-Square Sig. (2-

Variables Df
e sided)
Service team Behaviour 469.1 477 .594

employment and research variables are

advertisement influence (χ²=502.8, p>.05), and buying behaviour (χ²=108.6, p>.05). This
shows that there is no significant association between employment and research
variables except brand influence.
The chi-square values for brand influence are (χ²=151.7, p>.05). This shows that
there is a significant association between employment and brand influence.
4.6 Analysis of Variance (ANOVA)
4.6.1 ANOVA – Age Vs all factors
Table 4.29 shows the Analysis of Variance (ANOVA) for comparison between age
and research variables used in the research study.

Table 4.29: ANOVA – Age Vs all factors
Factors Sum of Mean

df F Sig. Result
Squares Square
Consumer Between Not

2.862 4 .715 .785 .536
Involvement Groups significant
Within
268.860 295 .911
Groups
Total 271.722 299
Product Between Not
5.130 4 1.283 1.707 .148
Features Groups significant
Within
221.622 295 .751
Groups
Total 226.752 299
Service team Between Not
4.083 4 1.021 1.171 .324
Behaviour Groups Significant
Within
257.139 295 .872
Groups
Total 261.222 299
Peer Reference Between Not
3.439 4 .860 .750 .558
Groups significant
Within
338.009 295 1.146
Groups
Total 341.448 299
Advertisement Between Not
4.926 4 1.231 1.750 .139
influence Groups significant
Within
207.589 295 .704
Groups
Total 212.514 299
Brand Between Not
3.809 4 .952 1.134 .341
Within
247.811 295 .840
Groups
Total 251.620 299

Buying
Behaviour Between
4.519 4 1.130 1.471 .211 Not
Groups
Significant
Within
226.552 295 .768
Groups
Total 231.071 299
Analysis of variance was calculated with age as the independent variable in Table
4.29. As per results, the value obtained for the factors are consumer involvement F(4,
295) = .785, p >.05, product features F(4, 295) = 1.707, p >.05; service team behaviour
F(4, 295) = 1.171, p >.05; peer references F(4, 295) = .750, p >.05 ; advertisement
influence F(4, 295) = 1.750, p > .05, brand influence F(4, 295) = 1.134, p >.05 and buying
behaviour F(4, 295) = 1.471, p > .05, there is no significant difference in the mean
between the age groups or categories.
4.6.2 ANOVA – Income Vs All Factors
Table 4.30 shows the Analysis of Variance (ANOVA) for comparison between
income and research variables used in the research study
Table 4.30: ANOVA – Income Vs All Factors
Sum of Mean
Factors df F Sig. Results
Squares Square

Involvement .673 4 .168 .183 .947
Groups Significant
Within
271.048 295 .919
Groups
Total 271.722 299
Product Between Not

Features 2.810 4 .702 .925 .449
Groups Significant
Within
223.943 295 .759
Groups

Total 226.752 299
Service Team Between Not

Behaviour 1.378 4 .345 .391 .815
Groups Significant
Within
259.843 295 .881
Groups
Total 261.222 299

.508 4 .127 .110 .979
Groups Significant
Within
340.940 295 1.156
Groups
Total 341.448 299

influence 2.337 4 .584 .820 .513
Groups Significant
Within
210.177 295 .712
Groups
Total 212.514 299
Brand Between Not

influence 1.589 4 .397 .469 .759
Groups Significant
Within
250.031 295 .848
Groups
Total 251.620 299
Buying Between Not

Behaviour 1.354 4 .338 .435 .784
Groups Significant
Within
229.718 295 .779
Groups
Total 231.071 299

Analysis of variance was calculated with income as the independent variable in

Table 4.30. As per results obtained, the value for the factors are consumer involvement
F(4, 295) = .183, p >.05; product features F(4, 295) = .925, p >.05; service team

behaviour F(4, 295) = .391, p >.05; peer references F(4, 295) = .110, p >.05 ;
advertisement influence F(4, 295) = .820, p > .05; brand influence F(4, 295) = .469, p >
.05, and buying behaviour F(4, 295) = .435, p > .05, there is no significant difference in
the mean between income groups or categories.
4.6.3 ANOVA – Gender Vs all factors
gender and research variables used in the research study
Table 4.31: ANOVA – Gender Vs All factors
Sum of Mean
Factors Df F Sig. Result
Squares Square

1.735 1 1.735 1.915 .167
Within
269.987 298 .906
Groups
Total 271.722 299
Product Between Not

.236 1 .236 .310 .578
Within
226.517 298 .760
Groups
Total 226.752 299

.694 1 .694 .794 .374
Behaviour Groups significant
Within
260.527 298 .874
Groups
Total 261.222 299

1.971 1 1.971 1.730 .189
Groups significant
Within
339.477 298 1.139
Groups
Total 341.448 299

Advertisement Between
.083 1 .083 .116 .733 Significant
influence Groups
Within
212.431 298 .713
Groups
Total 212.514 299
Brand Between Not

1.285 1 1.285 1.530 .217
Within
250.335 298 .840
Groups
Total 251.620 299
Buying Between Not

.888 1 .888 1.150 .284
Within
230.183 298 .772
Groups
Total 231.071 299

Analysis of variance was calculated with gender as the independent variable in

F(1, 298) = 1.915, p >.05, product features F(1, 298) = .310, p >.05; service team
behaviour F(1, 298) = .794, p >.05; peer references F(1, 298) = 1.730, p >.05 ;
advertisement influence F(1, 298) = .116, p > .05; brand influence F(1, 298) = 1.530, p >
.05, and buying behaviour F(1, 298) = 1.150, p > .05, there is no significant difference in
the mean between the gender male and female groups.
4.6.4 ANOVA – Education Vs Selected Factors
education and research variables used in the research study

Table 4.32: ANOVA – Education Vs All Factors
Sum of Mean
Squares Square

2.416 4 .604 .662 .619
Within
269.305 295 .913
Groups
Total 271.722 299
Product Between Not

5.747 4 1.437 1.918 .107
Within
221.006 295 .749
Groups
Total 226.752 299

6.366 4 1.592 1.842 .121
Within
254.855 295 .864
Groups
Total 261.222 299

4.176 4 1.044 .913 .457
Groups significant
Within
337.272 295 1.143
Groups
Total 341.448 299

6.225 4 1.556 2.226 .066
Within
206.289 295 .699
Groups
Total 212.514 299
Brand Between 4.859 4 1.215 1.452 .217 Not

Within
246.762 295 .836
Groups
Total 251.620 299
Buying Between Not

4.982 4 1.245 1.625 .168
Within
226.090 295 .766
Groups
Total 231.071 299

Analysis of variance was calculated with education as the independent variable in

F(4, 295) = .662, p >.05, product features F(4, 295) = 1.918, p >.05; service team
behaviour F(4, 295) = 1.842, p >.05; peer references F(4, 295) = .913, p >.05 ;
advertisement influence F(4, 295) = 2.226, p > .05; brand influence F(4, 295) = 1.452, p >
.05, and buying behaviour F(4, 295) = 1.625, p > .05, there is no significant difference in
the mean between the gender male and female groups.
4.6.5 ANOVA – Employment Vs all factors
employment and research variables used in the research study
Table 4.33: ANOVA – Employment Vs all factors
Sum of Mean
Squares Square

2.281 3 .760 .835 .475
Within
269.441 296 .910
Groups
Total 271.722 299

Product Between Not

2.820 3 .940 1.242 .295
Within
223.933 296 .757
Groups
Total 226.752 299

1.100 3 .367 .417 .741
Within
260.121 296 .879
Groups
Total 261.222 299

2.408 3 .803 .701 .552
Groups significant
Within
339.040 296 1.145
Groups
Total 341.448 299
Advertisement Between
2.764 3 .921 1.300 .274 Significant
influence Groups
Within
209.750 296 .709
Groups
Total 212.514 299
Brand Between Not

1.610 3 .537 .635 .593
Within
250.011 296 .845
Groups
Total 251.620 299
Buying Between
2.315 3 .772 .999 .394 Significant
Behaviour Groups
Within
228.756 296 .773
Groups
Total 231.071 299


Analysis of variance was calculated with employment as the independent

variable in Table 4.29. As per results obtained, the value for factors are consumer
involvement F(3, 296) = .835, p >.05; product features F(3, 296) = 1.242, p >.05; service
team behaviour F(3, 296) = .417, p >.05; peer references F(3, 296) = .701, p >.05 ;
advertisement influence F(3, 296) = 1.300, p > .05; brand influence F(3,296) = .634, p >
.05, and buying behaviour F(3, 296) = .999, p > .05, there is no significant difference in
the mean between the employment groups or categories.
4.7 Confirmatory Factor Analysis
SPSS software was used to carry out the CFA to test the validity of the measures.
According to Hair et al (1998) [220] item loading over .50 is a very important
significance, over .40 is an important significance and over .30 is the minimum level of
practical significance. Besides, Biomedical Data Processor (BMDP) Statistical Software
(1993) [221] stated that based on the different sample sizes, the requirement of the
significant factor loading would be different. If the sample size is 200, the factor loading
must be .40 for identifying significance; however, if the sample size is larger than 350,
factor loading over .30 is significant. Samples sizes in this research were 300 which mean
the factor loading over .40 is significant enough on a .05 alpha level with a power level of
80 percent.
Table 4.34: Confirmatory Factor Analysis - Consumer Involvement
Factor Loading Reliability AVE

S.no.
Consumer Involvement 0.985 0.970
1. Exposure 0.985
2. Interest 0.985
From Table 4.34 it is inferred that all the items under the consumer
involvement factor have item loadings over 0.4. The composite reliability of the items is

0.985 and the average variance extracted (AVE) is 0.97 or 97%. Therefore, all the items
under the consumer involvement factor were confirmed.
Table 4.35: Confirmatory Factor Analysis - Product Features

S.no.
Product Features 0.900 0.695
1. Aesthetic 0.922
2. Functionality 0.839
3. Brand 0.655
4 Price 0.894
From Table 4.35 it is inferred that all the items under the product feature factor
have item loadings over 0.4. The highest item loading is for ‘aesthetics’ (0.922) and the
lowest item loading is for ‘brand’ (0.655). The composite reliability of the items is 0.900
and the average variance extracted (AVE) is 0.695 or 69.5%. Therefore, all the items
under the product feature factor were confirmed.
Table 4.36: Confirmatory Factor Analysis – Service Team Behaviour

S.no.
Service Team
0.934 0.782
Behaviour
1. Sales service 0.7936
2. Service quality 0.9456
3. Employee Behaviour 0.9444
4. Discount 0.8436

From Table 4.36 it is inferred that all the items under the service team behaviour
factor have item loadings over 0.4. The highest item loading is for ‘service quality’
(0.946) and the lowest item loading is for ‘sales service’ (0.794). The composite reliability
of the items is 0.934 and the average variance extracted (AVE) is 0.782 or 78.2%.
Therefore, all the items under the service team behaviour factor were confirmed.
Table 4.37: Confirmatory Factor Analysis – Peer References
S.no. Factor Loading Reliability AVE
Peer References 0.954 0.873

1. Social Review 0.9277
2. Reference Groups 0.9356
3. Past experience 0.9401
From Table 4.37, it is inferred that all the items under the peer references factor
have item loadings over 0.4. The highest item loading is for ‘past experience’ (0.940) and
the lowest item loading is for ‘social review’ (0.928). The composite reliability of the
items is 0.954 and the average variance extracted (AVE) is 0.873 or 87.3%. Therefore, all
the items under the peer references factor were confirmed.
4.7.5 Advertisement Influence
Table 4.38: Confirmatory Factor Analysis – Advertisement Influence

S.no. Advertisement
Influence 0.939 0.794
1. Ad exposure 0.914
2. Ad trust 0.951
3. Conventional media 0.852
4. Digital Media 0.841

From Table 4.38, it is inferred that all the items under the advertisement
influence factor have item loadings over 0.4. The highest item loading is for ‘ad trust’
(0.951) and the lowest item loading is for ‘digital media’ (0.852). The composite
reliability of the items is 0.939 and the average variance extracted (AVE) is 0.794 or
79.4%. Therefore, all the items under the advertisement influence factor were
confirmed.
Table 4.39: Confirmatory Factor Analysis – Brand Influence

S.no. Brand influence
0.898 0.746
1. Brand Identity 0.946
2. Brand Image 0.828
3. Brand Ambassador 0.811
From Table 4.39 it is inferred that all the items under brand influence factor have
item loadings over 0.4. The highest item loading is for ‘brand identity’ (0.819) and the
lowest item loading is for ‘brand ambassador’ (0.811). The composite reliability of the
items is 0.898 and the average variance expected (AVE) is 0.746 or 74.6%. So, all the
items under the brand influence factor were confirmed.
4.7.7 Electronic home appliances Buying Behaviour
Table 4.40: Confirmatory Factor Analyses –Buying Behaviour

S. No. Future Buying
Behaviour 0.900 0.448
1. Information search 0.415

2. Product features 0.413
3. Advertisement 0.410
4. Employee behaviour 0.771
5. Social review 0.772
6. Reference Group 0.738
7. Price value 0.768
8. Cost consideration 0.793
9. Past experience 0.797
10. Brand image 0.783
11. After-sales service 0.753
12 Most selling 0.418
From Table 4.40, it is inferred that all the items under the buying behaviour
factor have item loadings over 0.4. The highest item loading is for ‘past experience’
(0.797) and the lowest item loading is for ‘advertisement’ (0.410). The composite
reliability of the items is 0.900 and the average variance extracted (AVE) is 0.448 or
44.8%. Therefore, all the items under the buying behaviour factor were confirmed.
4.8 Correlation Analysis
Bivariate correlations analysis was used as a preliminary test to examine the

relationships between the independent variables and the dependent variables. All the
scales ranged from 1-5.
4.8.1 Correlation within the Factor – Consumer Involvement, Advertisement

Influence, Brand Influence and Buying Behaviour
Table 4.41 presents correlations among the items - involvement variables,

advertisement influence, brand influence, and buying Behaviour.

Table 4.41: Correlation – Consumer Involvement, Advertisement Influence,

Brand Influence and Buying Behaviour
S.no Variables Interest Exposure
1 Interest 1
2 Exposure .941** 1
3 Advertisement Influence .807** .832**
4 Brand Influence .803** .760**
5 Buying Behaviour .855** .861**
Source: Primary Data.

** Pearson Correlation is significant at the 0.01 level (2-tailed).
The item ‘interest’ has a significant positive relationship at a 1% level among

variables exposure (r = .941, p < .01), advertisement influence (r = .807, p < .01), brand
influence (r = .803, p < .01), and buying behaviour (r = .855, p < .01),
The item ‘exposure’ has a significant positive relationship at a 1% level among

variables advertisement influence (r = .832, p < .01), brand influence (r = .760, p < .01),
and buying behaviour (r = .861, p < .01).
For the items within the consumer involvement variable, the highest correlation
is between interest and exposure (r = .941, p < .01), and the lowest correlation is
between exposure and brand influence (r = .760, p < .05).
4.8.2 Correlation within the Factor Product features, Advertisement Influence, Brand
Influence, and Buying Behaviour
Table 4.42 presents correlations among the items - product feature variables,
advertisement influence, brand influence, and buying behaviour.

Table 4.42 Correlation – Product Features, Advertisement Influence, Brand

S.no Variable Aesthetic Functionality Brand Price

1 Aesthetics 1
2 Functionality .695** 1
3 Brand .625** .256** 1
4 Price .728** .768** .422** 1
5 Advertisement
.894** .740** .760** .776**
influence
6 Brand influence .804** .890** .475** .832**
7 Buying Behaviour .854** .877** .541** .869**
** Pearson Correlation is significant at the p < 0.01 level (2-tailed).
The item ‘aesthetics’ has a significant positive relationship at a 1% level among

items functionality (r = .695, p < .01), brand (r = .625, p < .01), price (r = .728, p < .01),
variables advertisement influence (r = .894, p < .01), brand influence (r = .804, p < .01)
The item ‘functionality’ has a significant positive relationship at a 1% level among

items brand (r = .256, p < .01), price (r = .768, p < .01), variables advertisement influence
(r = .740, p < .01), brand influence (r = .890, p < .01) and buying behaviour (r = .877, p <
.01).
The item ‘brand’ has a significant positive relationship at a 1% level among items
price (r = .422, p < .01), variables advertisement influence (r = .760, p < .01), brand
influence (r = .475, p < .01) and buying behaviour (r = .541, p < .01).
The item ‘price’ has a significant positive relationship at a 1% level among


The highest correlation is between aesthetics and advertisement influence (r =

.894, p < .01), and the lowest correlation is between functionality and brand (r = .256, p
< .01).
4.8.3 Correlation within Factor- Service Team Behaviour, Advertisement Influence,

Brand Influence, and Buying Behaviour
Table 4.43 presents correlations among the items - service team behaviour
variable, advertisement influence, brand influence, and buying behaviour.
The variable ‘service team’ has a significant positive relationship at a 1% level

among variables service quality (r = .751, p < .01), employee behaviour (r = .666, p < .01),
discount (r = .414, p < .01), advertisement influence (r = .933, p < .01), brand influence (r
= .832, p < .01) and buying behaviour (r = .860, p < .01).
Table 4.43: Correlation within Factor- Service Team Behaviour, Advertisement

Influence, Brand Influence and Buying Behaviour
Service Service Employee

S.no Variable Discount
Team Quality Behaviour
1 Service team 1
2 Service quality .751** 1
3 Employee behaviour .666** .840** 1
4 Discount .414** .738** .814** 1
5 Advertisement influence .933** .848** .768** .539**
6 Brand influence .832** .851** .863** .661**
7 Buying Behaviour .860** .874** .885** .664**
** Pearson Correlation is significant at the p < 0.01 level (2-tailed).
The item ‘service quality’ has a significant positive relationship at a 1% level

among items employee behaviour (r = .840, p < .01), discount (r = .738, p < .01),

The item ‘employee behaviour’ has a significant positive relationship at a 1%

level among items discount (r = .814, p < .01), variables advertisement influence (r =
.768, p < .01), brand influence (r = .863, p < .01) and buying behaviour (r = .885, p < .01).
The item ‘discount’ has a significant positive relationship at a 1% level among

The highest correlation is between service team and advertisement influence (r =

.933, p < .01), and the lowest correlation is between service team and discount (r = .414,
p < .01).
4.8.4 Correlation within Factor- Peer References, Advertisement Influence, Brand

Table 4.44 presents correlations among the peer references items,

advertisement influence, brand influence, and buying behaviour.
Table 4.44: Correlation – Peer References, Advertisement Influence, Brand

Social Reference Past

S.no Variable
Review Groups experience
1 Social Review 1
2 Reference Groups .795** 1
3 Past experience .807** .827** 1
4 Advertisement influence .578** .598** .839**
5 Brand influence .758** .823** .927**
6 Buying Behaviour .761** .806** .933**

** Correlation is significant at the 0.01 level (2-tailed).

The item ‘social review’ has a significant positive relationship at a 1% level among
items reference groups (r = .795, p < .01), past experiences (r = .807, p < .01), variables
advertisement influence (r = .578, p < .01), brand influence (r = .758, p < .01) and buying
behaviour (r = .761, p < .01).
The item ‘reference groups’ has a significant positive relationship at 1% level

among item past experiences (r = .827, p < .01), variable advertisement influence (r =
The item ‘past experiences’ has a significant positive relationship at a 1% level

among variables advertisement influence (r = .839, p < .01), brand influence (r = .927, p <
.01) and buying behaviour (r = .933, p < .01).
The highest correlation is between past experiences and buying behaviour (r =

.933, p < .01), and the lowest correlation is between social review and advertisement
influence (r = .578, p < .01).
4.8.5 Correlation within Factor- Advertisement influence, Brand influence and Buying
Behaviour
Table 4.45 presents correlations among the advertisement influence items,

brand influence, and buying behaviour.
Table 4.45: Correlation – Correlation within Factor- Advertisement Influence, Brand

Con. Digi.
S.no Variable Ad expo Ad trust
Media Media
1 Ad exposure 1
2 Ad trust & emotion .827** 1
3 Conventional media .776** .728** 1
4 Digital media .643** .823** .539** 1
5 Brand influence .962** .792** .781** .593**
6 Buying behaviour .976** .842** .804** .637**

The item ‘ad exposure’ has a significant positive relationship at a 1% level among
items ad trust & emotions (r = .827, p < .01), conventional media (r = .776, p < .01),
digital media (r = .643, p < .01), brand influence (r = .962, p < .01) and buying behaviour
(r = .976, p < .01).
The item ‘ad trust & emotions’ has a significant positive relationship at a 1% level
among items conventional media (r = .728, p < .01), digital media (r = .823, p < .01),
brand influence (r = .792, p < .01) and buying behaviour (r = .842, p < .01).
The item ‘conventional media’ has significant positive relationship at a 1% level

among items digital media (r = .539, p < .01), variables brand influence (r = .781, p < .01)
The item ‘digital media’ has a significant positive relationship at a 1% level among
variables brand influence (r = .593, p < .01) and buying behaviour (r = .637, p < .01).
The highest correlation is between ad exposure and buying behaviour (r = .976, p

< .01), and the lowest correlation is between conventional media and digital media
(r = .539, p < .01).
4.8.6 Correlation within Factor- Brand Influence and Buying Behaviour
Table 4.46 presents correlations among the brand influence items and buying
behaviour.
Table 4.46: Correlation – Correlation within Factor- Brand Influence and Buying
Behaviour
Brand Brand
S.no Variable Brand Image
Identity Ambassador
1 Brand Identity 1
2 Brand Image .727** 1
3 Brand Ambassador .773** .414** 1
4 Advertisement influence .863** .864** .585**
5 Buying behaviour .903** .825** .770**

The item ‘brand identity’ has a significant positive relationship at a 1% level

among items brand image (r = .727, p < .01), brand ambassador (r = .773, p < .01)
variable advertisement influence (r = .863, p < .01), and buying behaviour (r = .903, p <
.01).
The item ‘brand image’ has a significant positive relationship at a 1% level among
items brand ambassador (r = .414, p < .01) variable advertisement influence (r = .864, p <
.01), and buying behaviour (r = .825, p < .01).
The item ‘brand ambassador’ has a significant positive relationship at a 1% level

among variables advertisement influence (r = .585, p < .01) and buying behaviour (r =
.770, p < .01).
The highest correlation is between brand identity and buying behaviour (r = .903,
p < .01), and the lowest correlation are between brand ambassador and buying
behaviour (r = .414, p < .01).
4.8.7 Correlation between Factors
Table 4.47 presents correlations among consumer involvement, product

features, service team behaviour, peer references, and buying behaviour.
Table 4.47 Correlation–Independent Variables, Advertisement influence, brand

influence and Buying Behaviour
Con. Pdt Peer Ser Advt. Brand Buy

S.no Variable
Inv Ftre Ref Team Inf Inf Beh
1 Consumer involvement 1
2 Product features .844** 1
3 Service team behaviour .790** .882** 1
4 Peer References .819** .766** .876** 1
5 Advertisement .793** .961** .844** .704** 1

influence
6 Brand influence .832** .899** .897** .886** .871** 1

7 Buying behaviour .871** .942** .913** .883** .909** .953** 1
The variable ‘consumer involvement’ has a significant positive relationship at a

1% level among variables product features (r = .844,
p < .01), service team behaviour (r = .790, p < .01), peer references (r = .819,
p < .01), advertisement influence (r = .793, p < .01), brand influence
(r = .832, p < .01) and buying behaviour (r = .871, p < .01).
The variable ‘product features’ has a significant positive relationship at a 1% level

among variables service team behaviour (r = .882, p < .01), peer references (r = .766, p <
.01), advertisement influence (r = .961, p < .01), brand influence
The variable ‘service team behaviour’ has a significant positive relationship at a

1% level among variables peer references (r = .876, p < .01), advertisement influence (r =
The variable ‘peer references’ has a significant positive relationship at a 1% level

among variables advertisement influence (r = .704, p < .01), brand influence
The variable ‘advertisement influence’ has a significant positive relationship at a

1% level among variables brand influence (r = .871, p < .01) and buying behaviour (r =
.909, p < .01).
The variable ‘brand influence’ has a significant positive relationship at a 1% level

among variables buying behaviour (r = .953, p < .01).

All the factors have a significant positive correlation among themselves at a 1%

level. The highest correlation is between product features and advertisement influence
(r = .961, p < .01) and the lowest correlation is between peer references and
advertisement influence (r = .704, p < .01).
4.9 Regression Analysis
4.9.1 Simple Regression
4.9.1.1 Independent variables and Advertisement Influence
Table 4.48 Simple Regression- Independent Variables Vs Advertisement Influence
S.no Variables B Β R² t F Sig.

Consumer Involvement -
1 .701 .793 .621 22.461 504.710 .000
Product Features - Advertisement
2 .930 .961 .923 59.704 3565.00 .000
Influence
Service Team Behaviour -
3 .761 .844 .712 27.146 736.909 .000
Peer References - Advertisement
4 .556 .704 .496 17.119 293.044 .000
Influence
The simple linear regression analysis was conducted to examine the hypotheses,
H1a: the consumer involvement is positively related to advertisement Influence; the
hypothesis H2a: the product features are positively related to advertisement Influence;
the hypothesis H3a: the service team behaviour is positively related to advertisement
influence and the hypothesis H4a: the peer references is positively related to
advertisement influence in the research model.
Table 4.48 presents the results of the simple linear regression analysis. Consumer
involvement result shows that the consumer involvement had a significant effect (β=
.793, t = 22.461, F = 504.710, p < .05) on advertisement Influence. This evidence gave
support for hypothesis H1a - the consumer involvement in electronic home appliances is
positively related to advertisement influence. Therefore, hypothesis H1a is supported.

The results for product features show the product features had a significant
effect (β= .961, t = 59.704, F = 3565.00, p < .05) on advertisement influence. This
evidence gave support for hypothesis H2a - the product features are positively related to
advertisement influence. Therefore, hypothesis H2a is supported.
The results for service team behaviour shows the service team behaviour had a
significant effect (β= .844, t = 27.146, F = 736.909, p < .05) on advertisement Influence.
This evidence gave support for hypothesis H3a - the service team behaviour is positively
related to advertisement influence. Therefore, hypothesis H3a is supported.
The results for peer references shows the peer references had a significant effect
(β= .704, t = 17.119, F = 293.044, p < .05) on advertisement Influence. This evidence gave
support for hypothesis H4a - the peer references are positively related to advertisement
influence. Therefore, hypothesis H4a is supported.
.793
Consumer Advertisement
involvement Influence
.961 Advertisement
Product
Influence
Features
Service Team .844 Advertisement

Behaviour Influence
.704 Advertisement
Peer
References Influence
Figure 4.6: Simple Regression - Independent Variables Vs Advertisement Influence
4.9.1.2 Independent Variables and Brand Influence

Table 4.49: Simple Regression- Independent Variables Vs Brand Influence
S.no Variables B Β R² T F Sig.
1 Consumer Involvement – Brand Influence .801 .832 .693 25.930 672.351 .000
2 Product Features - Brand Influence .947 .899 .807 35.349 1250.00 .000
3 Service Team Behaviour - Brand Influence .880 .897 .804 34.984 1224.00 .000
4 Peer References - Brand Influence .761 .886 .785 33.025 1091.00 .000
H1b: the consumer involvement is positively related to brand influence; hypothesis H2b:
the product features are positively related to brand influence; hypothesis H3b: the
service team behaviour is positively related to brand influence and hypothesis H4b: the
peer references are positively related to brand influence in the research model.
.832, t = 25.930, F = 672.351, p < .05) on brand influence. This evidence gave support for
hypothesis H1b - the consumer involvement in electronic home appliances is positively
related to brand influence. Therefore, hypothesis H1b is supported.
effect (β= .899, t = 35.349, F = 1250.00, p < .05) on brand influence. This evidence gave
support for hypothesis H2b- the product features are positively related to brand
influence. Therefore, hypothesis H2b is supported.
significant effect (β= .897, t = 34.984, F = 1224.00, p < .05) on brand influence. This
evidence gave support for hypothesis H3b - the service team behaviour is positively
related to brand influence. Therefore, hypothesis H3b is supported.

(β= .886, t = 33.025, F = 1091.00, p < .05) on brand Influence. This evidence gave support
for hypothesis H4b - the peer references are positively related to brand influence.
Therefore, hypothesis H4b is supported.
Consumer .832 Brand influence

involvement
.899 Brand influence

Product
Features
Service Team .897 Brand Influence

Behaviour
.866 Brand Influence

Peer References
Figure 4.7: Simple Regression- Independent Variables Vs Brand Influence
4.9.1.3 Independent Variables Vs Electronic home appliances Buying Behaviour
Table 4.50 Simple Regression- Independent Variables Vs Buying Behaviour
S.No Variables B β R² t F Sig.
1 Consumer Involvement – Buying Behaviour .803 .871 .759 30.641 937.198 .000
2 Product Features - Buying Behaviour .951 .942 .888 48.489 2351.00 .000
Service Team Behaviour - Buying
3 .859 .913 .834 38.627 1492.00 .000
Behaviour
4 Peer References - Buying Behaviour .726 .883 .779 32.402 1050.00 .000
5 Advertisement Influences - Buying Behaviour .947 .909 .825 37.530 1409 .000
6 Brand Influences - Buying Behaviour .913 .953 .908 54.082 2925 .000

H1c: the consumer involvement is positively related to buying behaviour; hypothesis
H2c: the product features are positively related to buying behaviour; hypothesis H3c:
service team behaviour is positively related to buying behaviour; the hypothesis H4c:
peer references are positively related to buying behaviour; the hypothesis H5: the
advertisement influence will have a positive effect on the buying behaviour and the
hypothesis H6: the brand influence will have a positive effect on buying behaviour in the
research model.
.871, t = 30.641, F = 937.198, p < .05) on buying behaviour. This evidence gave support for
hypothesis H1c - the consumer involvement in electronic home appliances is positively
related to buying behaviour. Therefore, hypothesis H1c is supported.
effect (β= .942, t = 45.489, F = 2351.00, p < .05) on buying behaviour. This evidence gave
support for hypothesis H2c - the product features are positively related to buying
behaviour. Therefore, hypothesis H2c is supported.
significant effect (β= .913, t = 38.627, F = 1492.00, p < .05) on buying behaviour. This
evidence gave support for hypothesis H3c - the service team behaviour is positively
related to buying behaviour. Therefore, hypothesis H3c is supported.
(β= .883, t = 32.402, F = 1050.00, p < .05) on buying behaviour. This evidence gave
support for hypothesis H4c - the peer references are positively related to buying
behaviour. Therefore, hypothesis H4c is supported.
The results for advertisement influence show the advertisement influence had a
significant effect (β= .909, t = 37.530, F = 1409.00, p < .05) on buying behaviour. This
evidence gave support for hypothesis H5: the advertisement influence will have a
positive effect on buying behaviour. Therefore, hypothesis H5 is supported.

The results for brand influence show the brand influence had a significant effect
(β= .953, t = 37.530, F = 1409, p < .05) on buying behaviour. This evidence gave support
for hypothesis H6: the brand influence will have a positive effect on buying behaviour.
Therefore, hypothesis H6 is supported.
Consumer .871 Buying

Involvement Behaviour
Product .942 Buying

Behaviour
Features
Service Team .813 Buying

Behaviour Behaviour
Peer .883 Buying

Behaviour
References
Advertisement .909 Buying

Influence Behaviour
Brand .953 Buying

Behaviour
Influence
Figure 4.8: Simple Regression- Independent Variables Vs Buying Behaviour

4.9.2 Multiple Regressions
4.9.2.1 Dependent Variable: Advertisement Influence

Table 4.51: Multiple Regression- Advertisement Influence
S.no Variables B β t Sig.

1 Consumer Involvement -.006 -.007 -.190 .849
2 Product Features .944 .975 23.675 .000
3 Service Team Behaviour .083 .092 1.985 .048
4 Peer References -.093 -.117 -3.061 .002
5 Constant .219 - 4.828 .000
Adjusted R² .926
F 927.227
The information in Table 4.51 presents the significant results

(F = 43.433, p < .05) from the linear regression. Looking at these four variables,
consumer involvement, product features, service team behaviour, and peer references it
revealed that 92.6% of the variance was explained (Adjusted R Square) by variations in
the independent variables. Additionally, the β – value and
t-value was significant for product features (β = .975, t = 23.675, p < .05), and service
team behaviour (β = .092, t = 1.985, p < .05). This evidence gave support for hypotheses
H2a and H3a - product features and service team behaviour is positively related to
advertisement influences.
No significant relationship was found for consumer involvement (β = -.007, t = -

.190, p > .05). For, peer references (β = -.117, t = -3.061, p < .05) it shows that peer
references had negative effect on the advertisement attitude. Therefore, hypotheses
H1a and H4a - consumer involvement and peer references are positively related to the
advertisement influence were not supported. Figure 4.9 was included to further clarify
these findings of consumer buying behaviour antecedents.

Consumer
Involvement -.007
Product
.975*
Features
Advertisement
.092* Influence
Service Team
Behaviour -.117*
Peer
References
Figure 4.9: Multiple Regression- Independent Variables Vs Advertisement Influence
4.9.2.2 Dependent Variables: Brand Influences

Table 4.52: Multiple Regression- Independent Variables Vs Brand Influences
S.No Variables B β T Sig.
1 Consumer Involvement -.030 -.032 -.787 .432
2 Product Features .549 .521 11.032 .000
4 Peer References .400 .466 10.603 .000
5 Constant .095 - 1.680 .094
Adjusted R² .902
F 687.507

consumer involvement, product features, service team behaviour and peer references
revealed that 90.2% of variance was explained (Adjusted R Square) by variations in the
independent variables. Additionally, the β – value and t-value were significant for
product features (β = .521, t = 11.032, p < .05) and peer references (β = .466, t = 10.603,

p > .05). This evidence gave support for the hypotheses H2b, and H4b, product features
and peer references are positively related to the past buying experience.
No significant relationship was found for consumer involvement (β = -.032, t = -

.787, p > .05) and service team behaviour (β = .053, t = 1.006, p >.05). Therefore,
hypotheses H1b and H3b - consumer involvement and service team behaviour are
positively related to the advertisement influence were not supported. Figure 4.10 was
included to further clarify these findings of consumer buying behaviour antecedents.
Consumer
Involvement -.032
Product
Features .521*
Brand
.053 Influence
Service Team
Behaviour .466*
Peer
References
Figure 4.10: Multiple Regression- Independent Variables Vs Brand Influences
4.9.2.3 Dependent Variables: Electronic Home Appliances Buying Behaviour
Table 4.53: Multiple Regression- Independent Variables Vs Buying Behaviour
S.no Variables B β T Sig.

1 Consumer Involvement .044 .047 1.655 .099
2 Product Features .602 . 597 17.744 .000
4 Peer References .287 .349 11.142 .000
5 Constant .064 - 1.671 .096
Adjusted R² .950
F 1429.00


consumer involvement, product features, service team behaviour and peer references, it
revealed that 95% of the variance was explained (Adjusted R Square) by variations in the
independent variables. Additionally, the β – value and
t-value was significant for product features (β = .597, t = 17.744, p < .05), and peer
references (β = .349, t = 11.142, p < .05). This evidence gave support for hypotheses H2c
and H4c - product features and peer references will have a positive effect on buying
behaviour. No significant relationships were found for consumer involvement (β = .047, t
= 1.655, p > .05) and service team behaviour (β = .044, t = 1.158, p > .05); therefore, H1c
and H3c - consumer involvement and service team behaviour will have positive effect on
the buying behaviour were not supported. Figure 4.11 was included to further clarify
these findings of consumer buying behaviour antecedents.
Consumer
Involvement .047
Product
.044
Features
Buying
.349* Behaviour
Service Team
Behaviour .597*
Peer
References
Figure 4.11: Multiple Regression- Independent Variables Vs buying behaviour
4.9.3 Mediation Regression Analysis
4.9.3.2 Mediating Effect of Advertisement Influence on Buying Behaviour and


Table 4.54: Mediating Effect of Advertisement Influence on Buying Behaviour and

Adjusted
Variables df F Β
R²
Equation Dependent Independent
1 Advertisement 295 927.227 .926

Influence
Consumer Involvement -.007
Product Features .975*
Service Team Behaviour .092*

-
Peer References
.117*
2 Buying Behaviour 295 1429.752 .950
Consumer Involvement .047
Product Features . 597*
Service Team Behaviour .044
Peer References .349*

3 Buying Behaviour Consumer Involvement 294 1224.00 .953 .049

Advertisement Influence .210*
* p < .05.
To test the mediation regression for Hypothesis 7, a three-step regression

procedure for mediation Baron and Kenny (1986) [222] was used to examine hypothesis
7, advertisement influence will have a mediating effect on their buying behaviour and
the variables of purchase antecedent such as consumer involvement, product features,
service team behaviour and peer references.

The procedure involves estimating three separate regression equations. First, the
independent variables (consumer involvement, product features, service team
behaviour, and peer references) should be significantly related to the mediating
variable, which is advertisement influence for this research; second, the independent
variables (consumer involvement, product features, service team behaviour, and peer
references) should be significantly related to the dependent variable, which is buying
behaviour in this research; and third, the mediating variable, advertisement influence
should be significantly related to the dependent variable, buying behaviour, with the
independent variables, (consumer involvement, product features, service team
behaviour, and peer references) included in the equation.
If the first three conditions hold, at least partial mediation is present. If the
independent variables have insignificant beta weights in the third step, then complete
mediation is present. The results are shown in Table 4.53.
In the first equation, the mediator was regressed, which is advertisement

influence in this study, and on the independent variables, which are consumer
involvement, product features, service team behaviour, and peer references. Significant
results were found for product features (β= .975, p < .05), service team behaviour (β=
.092, p < .05), and peer references (β= -.117, p < .05), but not for consumer involvement
(β= -.007, p > .05).
Next, the dependent variable buying behaviour was regressed on the

independent variables, which are consumer involvement, product features, service team
behaviour, and peer references. The beta weights for product features (β= .597, p < .05)
and peer references (β= .349, p < .05) were significant for the second equation, but not
for consumer involvement (β= .047, p > .05) and service team behaviour (β= .044, p >
.05).
To test the third step of mediation, in equation three we regressed the

dependent variable on the mediating variable (advertisement influence) with the
independent variables (consumer involvement, product features, and service team
behaviour and peer references). Significant results were found for product features (β=

.373, p < .05), peer references (β= .130, p < .05), and advertisement influence (β= .210, p
< .05), but not for consumer involvement (β= .049, p > .05) and service team behaviour
(β= .024, p > .05).
Not all the purchase antecedents had a significant effect on all three equations,
only the product features were significant in all three equations. Moreover, the beta
weights for product features were dropped; therefore, the partial mediation of
advertisement influence is present.
In conclusion, partial support was provided for Hypothesis 7, advertisement

influence will have a mediating effect on the buying behaviour and the variables of
purchase antecedent such as consumer involvement, product features, service team
behaviour, and peer references. Therefore, hypothesis 7 was partially supported. Figure
4.12 was included to further clarify these findings of the mediating effect of
advertisement influence on buying behaviour.
Consumer
Involvement .049
Product
.0392*
Features .210*
Advertisemen Buying
.024 t influence Behaviour
Service Team
Behaviour .373*
Peer
References
* p < .05.
Figure 4.12: Mediating Effect of Advertisement Influence on Buying Behaviour and

4.9.3.3 Mediating Effect of Brand Influence on Buying Behaviour and Independent

Variables
Table 4.55: Mediating Effect of Brand Influence on Buying Behaviour and

Adjusted
Variables df F Β
R²
Equation Dependent Independent
1 Brand Influence 295 687.507 .902
Consumer Involvement -.032

2 Buying Behaviour 295 1429.752 .950
Consumer Involvement .047
Product Features . 597*

3 Buying Behaviour Consumer Involvement 294 1346.00 .959 .057*

Brand Influence .299*
* p < .05.
To test the mediation regression for Hypothesis 8, a three-step regression

procedure for mediation Baron and Kenny (1986) [223] was used to examine hypothesis
8, brand influence will have a mediating effect on their buying behaviour and the
variables of purchase antecedent such as consumer involvement, product features,
service team behaviour, and peer references.

The procedure involves estimating three separate regression equations. First, the
independent variables (consumer involvement, product features, service team
behaviour, and peer references) should be significantly related to the mediating
variable, which is the brand influence for this research; second, the independent
variables (consumer involvement, product features, service team behaviour, and peer
references) should be significantly related to the dependent variable, which is buying
behaviour in this research; and third, the mediating variable, brand influence, should be
significantly related to the dependent variable, buying behaviour, with the independent
variables, (consumer involvement, product features, service team behaviour, and peer
references) included in the equation.
If the first three conditions hold, at least partial mediation is present. If the
independent variables have insignificant beta weights in the third step, then complete
mediation is present. The results were shown in Table 4.54.
In the first equation, the mediator was regressed, which is brand influence in this
study, on the independent variables, which are consumer involvement, product
features, service team behaviour and peer references. Significant results were found for
product features (β= .521, p < .05), and peer references (β= .466, p < .05), but not for
consumer involvement (β= -.032, p > .05) and service team behaviour (β= .056, p > .05).
Next the dependent variable, buying behaviour, was regressed on the

independent variables, which are consumer involvement, product features, service team
behaviour and peer references. The beta weights for product features (β= .597, p < .05)
and peer references (β= .349, p < .05) were significant for the second equation, but not
for consumer involvement (β= .047, p > .05) and service team behaviour (β= .044, p >
.05).
To test the third step of mediation, in equation three we regressed the

dependent variable on the mediating variable (brand influence) with the independent
variables (consumer involvement, product features, and service team behaviour and
peer references). Significant results were found for consumer involvement (β= .057, p <

.05), product features (β= .449, p < .05), peer references (β= .210, p < .05), and brand
influence (β= .299, p < .05), but not for service team behaviour (β= .028, p > .05).
Not all the purchase antecedents had a significant effect on all three equations,
only the product features and peer references were significant in all three equations.
Moreover, the beta weights for product features and peer references were dropped;
therefore, the partial mediation of brand influence is present.
In conclusion, partial support was provided for Hypothesis 8, brand influence will
have a mediating effect on buying behaviour and the variables of purchase antecedent
such as consumer involvement, product features, service team behaviour, and peer
references. Therefore, hypothesis 8 was partially supported. Figure 4.16 was included to
further clarify these findings of the mediating effect of brand influence on buying
behaviour.
Consumer
Involvement .057*
Product
.0449*
Features .299*
Brand Buying
.028 influence Behaviour
Service Team
Behaviour .210*
Peer
References
* p < .05.
Figure 4.13: Mediating Effect of Brand Influence on Buying Behaviour and

Independent Variables.

CHAPTER 5
FINDINGS AND SUMMARY
This chapter summarises demographics and hypotheses findings, discusses the

implications of findings, and poses the scope of future research.
5.1 Demographics
The demographics of this study shows that the majority of consumer

respondents from the sample of 300 respondents were female
(n= 213, 71%), and belong to the age group 21 - 30 years (n = 78, 26%). Majority
of the respondents were postgraduates (n = 96, 32%) and service professionals (n
= 115, 38.3%). The annual income of most of the respondents was 2 – 5 lakhs (n =
81, 27%).
The Chi-square values for, age, income, gender, education, and

employment show that there is a significant difference between the observed
frequencies and expected frequencies within the demographic variables.
5.1.1 Findings for Consumer Involvement
1. The findings from the simple percentage analysis of consumer involvement

shows that out of 300 respondents, i) 50.4% of the respondents were not having
much exposure to electronic home appliances. ii) 53.5% of the respondents were
not having much interest in electronic home appliances iii) Overall, 51.6 % of the
respondents were not having much involvement in electronic home appliances.
2. The findings from T-test show that the overall mean of involvement of all
respondents in electronic home appliances. The significance test of mean
showed that for all the items except for ‘I am exposed to a wide array’ the
deviation from their means is significant at a 5% significant level.

3. The Chi-square value for the consumer involvement variable shows that
there is a significant difference between the observed frequencies and expected
frequencies. The Chi-square value as a test of independence among demographic
variables shows that there is no significant association between involvement and
income, gender, education, and employment demographics. And there is a
significant association between involvement and age demographic.
4. The findings from the ANOVA test show that there is no significant difference
between groups and within the groups for age, income, gender, education, and
employment.
5. The findings from correlation analysis show that i) there is a positive

significant correlation between all the items within the consumer involvement
variable. ii) The highest correlation is between ‘interest’ and ‘exposure’ and the
lowest correlation is between ‘exposure’ and ‘brand influence’. iii) The variable
‘consumer involvement’ has a significant positive relationship at a 1% level
among variables product features, service team behaviour, peer references,
advertisement influence, and brand influence.
6. The simple regression results with i) advertisement influence as the

dependent variable proves that consumer involvement has a significant positive
effect on advertisement influence. ii) Brand influence as the dependent variable
proves that consumer involvement has a significant positive effect on brand
influence iii) buying behaviour as the dependent variable proves that consumer
involvement has a significant positive effect on buying behaviour.
7. The multiple regression results with i) advertisement influence as the

dependent variable proves that consumer involvement has no significant positive
effect on advertisement influence. ii) brand influence as the dependent variable
proves that consumer involvement has no significant positive effect on brand
influence iii) buying behaviour as the dependent variable proves that consumer
involvement has no significant positive effect on buying behaviour.

8. The mediation regression results with i) advertisement influence as the

mediating variable and buying behaviour as the dependent variable for consumer
involvement reveals that consumer involvement has no significant positive effect
on buying behaviour. ii) Brand influence as the mediating variable and buying
behaviour as the dependent variable for consumer involvement reveals that
consumer involvement has a significant positive effect on buying behaviour.
5.1.2 Findings for Product Features
1. The findings from the simple percentage analysis of the product features
show that out of 300 respondents, i) 44.8% of the respondents did not give much
consideration to the aesthetic features of electronic home appliances. ii) 42.3%
of the respondents disagree that they consider the functionality features of
electronic home appliances. iii) 50.1% of the respondents disagree that they
consider the brand of electronic home appliances. iv) 45.2% of the respondents
disagree that they consider the price of electronic home appliances. v) An
overall, 45.6% of the respondents disagree that they consider the product
features of electronic home appliances.
2. The findings from T-test show that the average mean value of all items is
2.804 with an average standard deviation of 1.337. The significance test of mean
showed that for all the product features items, except for colour, warranty,
quality, brand quality, flexible payment and costly product, the deviation from
their mean is significant at a 5% significant level.
3. The Chi-square value for the product features variable shows that there is a
significant difference between the observed frequencies and expected
variables shows that there is no significant association between product features
and income, gender, education, and employment demographics. And there is a
significant association between product features and age demographic.

between groups and within the groups of age, income, gender, education, and
employment for product features variable.

significant correlation between all the items within the product features variable.
ii) The highest correlation is between aesthetics and advertisement influence and
the lowest correlation is between functionality and brand influence. iii) The
variable product features have a significant positive relationship at a 1% level
among variables service team behaviour, peer references, advertisement
influence, and brand influence.

dependent variable proves that the product features have a significant positive
proves that the product features have a significant positive effect on brand
influence iii) buying behaviour as the dependent variable proves that the product
features have a significant positive effect on buying behaviour.

dependent variable proves that the product features have a significant positive
proves that the product features have a significant positive effect on brand
influence iii) buying behaviour as the dependent variable proves that the product
features have a significant positive effect on buying behaviour.

mediating variable and buying behaviour as the dependent variable for product
features reveals that the product features have a significant positive effect on
buying behaviour. ii) Brand influence as the mediating variable and buying
behaviour as the dependent variable for product features reveals that the
product features have a significant positive effect on buying behaviour.

5.1.3 Findings for Service Team Behavior
1. The findings from the simple percentage analysis of the service team
behaviour show that out of 300 respondents, i) 43.9% of the respondents
disagree that they considered the service team of the electronic home appliances
store. ii) 44.6% of the respondents disagree that they considered the service
quality of the electronic home appliances store. iii) 45.8% of the respondents
disagree that they considered the employee behaviour of the electronic home
appliances store. iv) 47% of the respondents disagree that they considered the
discounts or offers of the electronic home appliances store. v) An overall, 45.3%
of the respondents disagree that they considered the service team behaviour of
the electronic home appliances store.
showed that for all the items in service team variable except for response,
exchange, installation, courtesy, and relationship, the deviation from their means
is significant at a 5% significant level.
3. The Chi-square value for the service team behaviour variable shows that there
is a significant difference between the observed frequencies and expected
variables shows that there is no significant association between service team
behaviour and age, income, gender, education, and employment demographics.
employment for service team behaviour variables.

significant correlation between all the items within the service team behaviour
variables ii) The highest correlation is between ‘service team’ and ‘advertisement
influence’ and the lowest correlation is between ‘service team’ and ‘discount’. iii)
The variable ‘service team behaviour’ has a significant positive relationship at a

1% level among variables peer references, advertisement influence, brand

influence, and buying behaviour.

dependent variable proves that the service team behaviour has a significant
positive effect on advertisement influence. ii) brand influence as the dependent
variable proves that the service team behaviour has a significant positive effect
on brand influence iii) buying behaviour as the dependent variable proves that
the service team behaviour has a significant positive effect on buying behaviour.

dependent variable proves that the service team behaviour has a significant
positive effect on advertisement influence. Ii) brand influence as the dependent
variable proves that the service team behaviour has no significant positive effect
on brand influence iii) buying behaviour as the dependent variable proves that
the service team behaviour has no significant positive effect on buying
behaviour.

mediating variable and buying behaviour as the dependent variable for service
team behaviour reveals that the service team behaviour has no significant
positive effect on buying behaviour. ii) Brand influence as the mediating variable
and buying behaviour as the dependent variable for service team behaviour
reveals that the service team behaviour has no significant positive effect on
buying behaviour.
5.1.4 Findings for Peer References
1. The findings from the simple percentage analysis of the peer references show
that out of 300 respondents, i) 46.9% of the respondents disagree that they
considered the social review of electronic home appliances before purchase. ii)
45.6% of the respondents disagree that they considered the reference group
opinion of electronic home appliances before purchase. iii) 42% of the
respondents that they considered past experience of the electronic home

appliances before purchase. iv) Overall, 44.8% of the respondents disagreed that
they considered peer references of electronic home appliances before purchase.
showed that for all peer references items, except for the item’s reviews, friends
and family, social group, trust, and reliability, the deviation from their mean is
significant at a 5% significant level.
3. The Chi-square value for the peer references variable shows that there is a
variables shows that there is no significant association between peer references
significant association between peer references and age demographics.
employment for peer reference variables.

significant correlation between all the items within the peer reference variable.
ii) The highest correlation is between ‘past experience’ and ‘buying behaviour’
and the lowest correlation is between ‘social review’ and ‘advertisement
influence’. iii) The variable ‘consumer involvement peer reference’ has a
significant positive relationship at 1% level among variables advertisement
influence, brand influence, and buying behaviour.

dependent variable proves that the peer reference has a significant positive
effect on advertisement influence. ii) Brand influence as the dependent variable
proves that the peer reference has a significant positive effect on brand influence

iii) buying behaviour as the dependent variable proves that the peer reference
has a significant positive effect on buying behaviour.

dependent variable proves that the peer reference has a significant positive
proves that the peer reference has a significant positive effect on brand influence
iii) buying behaviour as the dependent variable proves that the peer reference
has a significant positive effect on buying behaviour.

mediating variable and buying behaviour as the dependent variable for peer
reference, it reveals that the peer reference has a significant positive effect on
buying behaviour. ii) brand influence as the mediating variable and buying
behaviour as the dependent variable for peer reference, it reveals that the peer
reference has a significant positive effect on buying behaviour.
5.1.4 Findings for Advertisement Influences
1. The findings from the simple percentage analysis of the advertisement

influence show that out of 300 respondents, i) 45.5% of the respondents disagree
that their consideration of advertisement exposure& attitude of electronic home
appliances before purchase. ii) 42% of the respondents disagree that they
considered advertisement trust and emotion of electronic home appliances
before purchase. iii) 46.9% of the respondents disagree that they considered
conventional media advertising of electronic home appliances before purchase.
iv) 41.5% of the respondents disagree that they considered digital media
advertising of electronic home appliances before purchase. v) An overall, 44% of
the respondents disagree that they considered advertisement influence of
electronic home appliances before purchase

showed that for all the items except for items ‘interest in looking ads’, ‘ads are
informative’, ‘repetitive ads’, ‘ad influence’, ‘trade shows’, ‘engaging story’,
‘entertaining', ‘trust’, ‘ad in TV, internet’ and ‘ad in social media’ the deviation
from their means is significant at a 5% significant level.
3. The chi-square value for the advertisement influence variable shows that
there is a significant difference between the observed frequencies and expected
variables shows that there is no significant association between advertisement
influence and age, income, gender, education, and employment demographics.
employment for advertisement influence.

significant correlation between for all the items within the advertisement
influence variable. ii) The highest correlation is between ‘ad exposure’ and
‘buying behaviour’ and the lowest correlation is between ‘conventional media’
and ‘digital media’. iii) The variable ‘advertisement influence’ has a significant
positive relationship at 1% level among variables brand influence and buying
behaviour.
6. The simple regression results with buying behaviour as dependent variable

proves that the advertisement influence has a significant positive effect on
buying behaviour.
7. The multiple regression results with buying behaviour as dependent variable

proves that the advertisement influence has a significant positive effect on
buying behaviour.
8. The mediation regression results with advertisement influence as mediation

variable and buying behaviour as a dependent variable for independent

variables, it reveals that the advertisement influence has a partial mediating

effect on buying behaviour.
5.1.6 Findings for Brand Influences
1. The findings from the simple percentage analysis of the brand influence show
that out of 300 respondents, i) 44.8% of the respondents disagree that they
considered the brand identity of electronic home appliances before purchase. ii)
47.7% of the respondents disagree that they considered the brand image of
electronic home appliances before purchase. iii) 45.6% of the respondents
disagree that they considered the brand ambassador of electronic home
appliances before purchase. v) An overall 46.4% of the respondents disagree that
they considered brand influence towards electronic home appliances before
purchase.
showed that for the items, ‘origin image’, ‘endorsement’, and ‘ambassador’, the
deviation from their means is significant at a 5% significant level.
3. The Chi-square value for the brand influences variable shows that there is a
frequencies. The chi-square value as a test of independence among demographic
variables shows that there is no significant association between brand influences
and income, gender, education, and employment demographics.
employment for brand influence.

significant correlation between all the items within the brand influence variable.
ii) The highest correlation is between ‘brand identity’ and ‘buying behaviour’ and

the lowest correlation is between ‘brand ambassador’ and ‘buying behaviour’.

iii) The variable ‘brand influence’ has a significant positive relationship at a 1%
level with buying behaviour.
6. The simple regression results with buying behaviour as the dependent

variable proves that the brand influence has a significant positive effect on
buying behaviour.
7. The multiple regression results with buying behaviour as the dependent

variable proves that the brand influence has a significant positive effect on
buying behaviour.
8. The mediation regression results with brand influence as the mediating

variable and buying behaviour as the dependent variable reveals that the brand
influence has a partial mediating effect on buying behaviour.
5.1.7 Findings for Electronic Home Appliances Buying Behavior
1. The findings from the simple percentage analysis of the electronic home
appliances buying behaviour show that out of 300 respondents, i) 60% of the
respondents disagreed that they did an information search about electronic
home appliances before purchase. ii) 42.7% of the respondents disagreed that
they considered product features of the electronic home appliances while
purchasing. iii) 46% of the respondents disagree that advertisements influenced
the purchase of electronic home appliances. iv) 48% of the respondents
disagreed that employee behaviour influenced the purchase of electronic home
appliances. v) 46% of the respondents disagreed that social reviews influenced
the purchase of electronic home appliances. vi) 43% of the respondents disagree
that reference groups influenced the purchase of electronic home appliances. vii)
44% of the respondents disagreed that they purchased electronic home
appliances based on price-value consciousness. viii) 45.6% of the respondents
disagreed that they purchased less cost electronic home appliances. ix) 37.7% of
the respondents neither agreed nor disagreed that they have purchased

electronic home appliances based on past experience. x) 45.6% of the

respondents disagreed that brand image influenced the purchase of electronic
home appliances. xi) 47% of the respondents disagreed that they made purchase
decisions based on the after-sales service of the electronic home appliances xii)
52.3% of the respondents disagree that they have purchased the most selling
electronic home appliance model. xiii) An overall, 46.3% of the respondents
disagree that their behaviour towards the purchase of electronic home
2. The average mean value of all items is 2.79 with an average standard
deviation of 1.33. The significance test of mean resulted that for the items
‘information search, employee behaviour, cost consideration, brand image, after-
sales service and most selling model’, the deviation from their means is
significant at a 5% significant level.
3. The Chi-square value for buying behaviour variable shows that there is a
variables shows that there is no significant association between buying behaviour
significant association between buying behaviour, involvement, income
demographics.
employment for electronic home appliances buying behaviour.

Table 5.1: Summary of Hypotheses Tested
Simple Multiple
Hypothesis
regression Regression
H1a Consumer involvement is positively Not
Supported
related to advertisement influence Supported
H1b Consumer involvement is positively Not
Supported
related to brand influence Supported
H1c Consumer involvement is positively Not
Supported
related to buying behaviour Supported
H2a The product features are positively
Supported Supported
related to advertisement influence
H2b The product features are positively
Supported Supported
related to brand influence
H2c The product features are positively
Supported Supported
related to buying behaviour
H3a The service team behaviour is
positively related to advertisement Supported Supported
influence
H3b The service team behaviour is Not
Supported
positively related to brand influence Supported
H3c The service team behaviour is Not
Supported
positively related to buying behaviour Supported
H4a The peer references are positively
Supported Supported
related to advertisement influence
H4b The peer references are positively
Supported Supported
related to brand influence
H4c The peer references are positively
Supported Supported
related to buying behaviour
H5 The advertisement influence has a
Supported Supported
positive effect on buying behaviour

H6 The brand influence has a positive

Supported Supported
effect on buying behaviour
H7 The advertisement influence will have Partially supported
a mediating effect on buying (Mediation Regression
behaviour and independent variables analysis)
such as consumer involvement,
product features, service team
behaviour, and peer references
H8 The brand influence will have a Partially supported
mediating effect on buying behaviour (Mediation Regression
and independent variables such as analysis)
consumer involvement, product
features, service team behaviour, and
peer references.

Ghanshyam Sharma, 2020 Chapter-6: Conclusions and Discussion
CHAPTER 6
CONCLUSIONS AND DISCUSSION
6.1 Conclusions & Discussion
1. The findings for the consumer involvement variable show that the consumers
are not having that much involvement in electronic home appliances. This may
be due to the nature of the product because consumer durable products tend to
have less attention than the fast-moving consumable products. But this
involvement towards consumer products can be increased by having
personalised consumer focus to create more interest and user experience. This is
proved in the correlation findings that in consumer involvement, there is a high
correlation between interest and exposure. Companies should come up with
various promotional strategies that would give consumers more exposure and
develop an interest in electronic home appliances. As there is a significant
association between consumer involvement towards electronic home appliances
and consumer age, companies should come up with marketing strategies
targeting a particular age group of consumers, who makes purchase decisions
related to electronic home appliances. For consumer involvement, though both
advertisement influence and brand influence does not have much mediating
effect on buying behaviour, the results show that brand influence plays a greater
role in the buying behaviour than the advertisement influence, so more focus
should be given on brand positioning in the consumers’ minds to create buying
intention.
2. The findings for product features show that consumers are very much
neutral in considering product features like aesthetic, functionality, brand, price
etc., of electronic home appliances. Again, this may be because of the less
purchase frequency of electronic home appliance products unlike that of fast-
moving consumer goods. User experience plays a significant role in the
consideration of product features of electronic home appliances when planning
to purchase electronic home appliances. Again, here also like the consumer

involvement variable, there is a significant association between product features

and age category; also, this proves that the purchase decision of electronic home
appliances is done mainly by a particular age group. This age group may belong
to the category of employed and married demographic groups. So, companies
should come up with marketing promotions and strategies targeting these types
of demographic groups with the combination of age, employment, and marital
status categories. From the correlation finding it is seen that aesthetic and
advertisement influence items have a high degree of correlation, which indicates
in advertisements of electronic home appliances, aesthetics features mainly
attract the consumers than the other product features. Likewise, the correlation
between functionality and brand influence is significant and positive, however,
comparatively lesser than the other items in the product features variable. This
shows that the consumers who give importance to functionality will give less
consideration to the brand. So, companies should not make generalised
marketing promotions and the focus should be media-specific, like in video
commercials the emphasis may be given on aesthetic and brand features, in print
media the focus may be given on functionality and brand features, etc. The
multiple regression results show that product features have a significant positive
effect on all dependent variables like advertisement influence, brand influence,
and buying behaviour. This reveals that one of the main criteria for purchasing
electronic home appliances is product features. Therefore, companies should
come up with innovative product features that provide a very good user
experience to consumers.
3. The findings of service team behaviour show that the consideration

among the consumers regarding service-related items like service quality,
employee behaviour, etc., is not that significant. Also, there is no significant
association between service team behaviour and age, income, gender,
education, and employment demographics. This may be because consumers
might not have received and experienced a pleasant and memorable sales
service during and after the purchase. This is one of the factors that the
companies might look in to deeply, to get a competitive advantage over their

competitors. Companies should come up with a service quality level that focuses
on delighting the consumer rather than satisfying the consumers. The companies
should come up with the sales and service strategies which deliver values to the
consumers beyond their expectation. As the highest correlation in service team
behaviour variable items is between service team and advertisement influences,
advertisement emphasising service quality of the company may be emphasized.
Also, the results of multiple regression show that service team behaviour has a
significant positive effect on advertisement influence but not on brand influence
and buying behaviour. Again, this reveals that service quality may be emphasized
in advertisement accordingly to the relevant media like print media, multimedia,
social media, etc.
4. From the findings of peer references, peer references like social reviews,
reference group, past experience, etc., do not play an important role in the
electronic home appliances purchase process of consumers. This may be because
electronic home appliances are not considered as personal products by
consumers, like other electronic gadgets like mobile phones, laptops, etc. So,
consumers may not seek that much to look for peer reference in the purchase
process of electronic home appliances. The companies should come up with
strategies that would make the consumers feel that electronic home appliances
are more personal to them. To do that, the marketing promotional strategies
should showcase the personal elements of the consumers in their promotions, so
that the consumers’ personal feelings are triggered, and they could emotionally
get attached to the electronic home appliances. From the findings of the chi-
square test of independence, it is understood that there is a significant
association between peer references and age demographics. This again shows
that the purchase process and decision of electronic home appliances may
belong to the particular age group category. In the peer reference variable, the
highest correlation is between past experience and buying behaviour. This also
proves that consumers tend to prefer to make purchase decisions related to
electronic home appliances based on past experience rather than that of social
review and reference groups. Also, the lowest significant positive correlation is

between social reviews and advertisement influence, which reveals that

consumers who give preference to social reviews may not give much
consideration for advertisement related to electronic home appliances. The
multiple regression findings show that peer references have a significant positive
effect on advertisement influence, brand influence, and buying behaviour.
Moreover, the advertisement influence and brand influence have a significant
mediating effect on buying behaviour for peer reference. So, if companies
properly emphasize the peer reference factors through their advertisements and
brand positioning and promotions, it will provide significant results in the buying
behaviour.
5. The findings of advertisement influence show that the consumers are not
that much interested and also not much influenced by the advertisement of
electronic home appliances products. This is a general fact because comparing to
any other FMCG and lifestyle product advertising generally people do not show
much interest in advertisements related to consumer durable products.
However, consumers durable companies should come up with advertisements
that are innovative, interesting, mind catching, and mind-blowing and attractive
to consumers. The advertisements should be made in such a way that the
consumers should engage themselves in the advertisement for a reasonable
period. The test of independence shows that there is a significant association
between employment and advertising influence. This shows that consumers’
employment categories must be considered while developing advertisement
strategies, to target specifically identified employment category groups. The
correlation finding shows that there is a high correlation between ad exposure
and buying behaviour. This suggests that companies should expose consumers to
advertisements of electronic home appliances frequently. The best cost-effective
way to do this is innovatively adapting guerrilla marketing techniques through
both conventional and digital media. Companies may come up with programs or
schemes by involving the consumers in the promotional process through the
application of the co-creation concept.

6. The findings of brand influence show that the consumers are not giving much
consideration to brand elements like brand identity, brand image, brand
ambassador, etc. This reveals that not many consumers are branded conscious of
electronic home appliances. This may be looked into as an opportunity to make
consumers more brand conscious by coming up with innovative product
features, service quality embedded brand positioning among the consumers. Co-
branding strategies can be tried out with complementary product companies.
There is a high correlation between brand identity and buying behaviour, which
means that a strong brand identity can influence buying behaviour. Again,
building brand identity is linked to brand positioning in the consumers’ minds.
Regression results also reveal that brand influence has a significant positive
effect on buying behaviour. One of the important factors in the consumer
durable product purchase is the brand recalling power in the minds of the
customer. Companies should come with innovative branding strategies to
develop brand equity among consumers. Rebranding as per the requirements of
the consumers and needs of the hour should be also done periodically for several
years.
7. The findings of the electronic home appliances buying behaviour shows those
consumers do not do much information search before purchasing the electronic
home appliances. Also, the consideration for product features, advertisement
influence, employee behaviour, social reviews, reference groups, price-value
consciousness, past experience, brand image, after-sales service, etc. are not
there much among the consumers. Companies, instead of taking this as a
negative view, should view this as an opportunity for them to make their
consumers have more consideration for the above parameters. Companies
should come up with various strategies to convert the above challenges into a
competitive advantage over their competitors. The test of independence shows
that there is a significant association between buying behaviour and
involvement, income demographics. So, companies should make their customers
get more involved in electronic home appliances. And also, the target marketing
should be the focus on the specific income groups.

8. The overall regression models show that out of four identified independent
variables viz. consumer involvement, product features, service team behaviour,
and peer references, only two variables viz. product features and peer references
have a significant and positive effect on the electronic home appliances buying
behaviour. The companies should focus on these variables predominantly as
their major base for their product development, sales, service, and marketing
promotional strategies. Innovative and engaging product features and innovative
peer referral programs and schemes should be developed to make the
consumers feel more personal and have an emotional attachment to the

Ghanshyam Sharma, 2020 Chapter-7: Recommendations
CHAPTER 7
RECOMMENDATIONS
7.1 Recommendations
Based on the findings and discussions, the following recommendations are

suggested:
7.1.1. For Companies
1. Electronics consumer durable products tend to have less attention than the
fast-moving consumable products because of its less purchase frequency and less
degree of personal attachment among the consumers. Therefore, consumers
mostly will have less involvement in electronic home appliances. The
involvement in consumer products can be increased by having personalised
consumer focus to create more interest and user experience.
2. Companies should come up with various promotional strategies that would

give consumers more exposure and develop an interest in electronic home
appliances. Companies should come up with marketing strategies targeting a
particular age group of consumers, who makes purchase decisions related to
3. Brand influence plays a greater role in consumer buying behaviour than the
advertisement influence, so more focus should be given on brand positioning in
the consumers' mind to create buying intention.
4. User experience plays a significant role in the consideration of product

features of electronic home appliances when consumers purchase electronic
home appliances. Therefore, companies should come up with innovative
product features that provide a unique user experience to consumers.
5. As the purchase decision of electronic home appliances is made mostly by a

particular age group, companies should come up with marketing promotions and

strategies targeting these types of demographic groups with the combination of

age, employment, and marital status categories.
6. In advertisements of electronic home appliances, aesthetics features may be

emphasised than product features to attract the consumers.
7. Consumers who give importance to functionality will give less consideration to

the brand. Therefore, companies should not make generalised marketing
promotions for all media and the focus should media-specific, for example, in
video commercials, the emphasis may be given on aesthetic and brand features,
in print media, the focus may be given on functionality and brand features, etc.
8. Many consumers who buy electronic home appliances might not have
experienced a pleasant and memorable sales service during and after the
purchase. This is one of the factors that the companies must investigate to gain a
competitive advantage over their competitors. Companies should come up with a
high degree of service quality level which focuses on delighting the consumer
rather than satisfying the consumers.
9. Companies should come up with the sales and service strategies which deliver
values to consumers beyond their expectation.
10. While advertising, emphasis should be on the service quality of the company.
Service quality may be emphasised in advertisements according to the relevant
media such as print media, multimedia, social media, etc.
11. As electronic home appliances are not personal products to consumers, like
other electronic gadgets such as mobile phones, laptops, etc. Companies should
come up with strategies that would make consumers feel electronic home
appliances are also personal to them. To do that, the marketing promotional
strategies should showcase the personal elements of the consumers in their
promotions, so that consumers’ personal feelings are triggered, and they could
emotionally get attached to electronic home appliances.

12. Consumers prefer to make purchase decisions related to electronic home

appliances based on past experience rather than that of social review and
reference groups. Therefore, companies should ensure that their products,
services such as pre-sales service, during-the-sales service, and after-sales-
service give a pleasant and satisfactory experience to consumers.
13. Consumers who give preference to social reviews may not give much
consideration to advertisements related to electronic home appliances. Hence,
consumers may not consider peer references in the purchase process of
electronic home appliances. If companies properly emphasise the peer reference
factors through their advertisements and brand positioning and promotions, it
will provide significant results in the buying behaviour.
14. Compared to other FMCG and lifestyle product advertising, consumers do not
show much interest in advertisements related to consumer durable products.
However, consumer durable companies should come up with innovative and
interesting advertisements to attract consumers.
15. Advertisements should be made in such a way that consumers should engage
themselves in the advertisement for a reasonable period of time.
16. Companies should expose consumers to electronic home appliances

advertisements frequently. The best cost-effective way to do this is innovatively
adapting guerrilla marketing techniques through both conventional and digital
media.
17. Companies may come up with programs or schemes by involving consumers

in the promotional process through the application of the co-creation concept.
18. Consumers’ employment categories must be considered while developing

advertisement strategies, to target specifically identified employment category
groups.

19. Consumers are not very brand conscious of electronic home appliances. This
may be looked into as an opportunity to make consumers more brand conscious
by coming up with innovative product features and service quality.
20. Co-branding strategies can be tried out with complementary product

companies so that electronic home appliances become more personalised to
consumers. For example, electronic washing machines can be co-branded along
with well-known washing powder brand; refrigerators can be co-branded with
the familiar soft drink brands or frozen foods brands etc.
21. in-film branding, advertisement strategies may be carried out. This may be
done in films, web series, etc.
22. A strong brand identity can influence buying behaviour. Again, building brand
identity is linked to brand positioning in the consumers’ minds. One of the
important factors in the consumer durable product purchase is the brand
recalling power in the minds of the consumer. Companies should come with
innovative branding strategies to develop brand equity among consumers.
23. Re-branding as per the requirements of the consumers and need of the hour
should be done periodically for several years.
24. Consumers generally do not do an information search before purchasing

electronic home appliances. Also, product features, advertisement influence,
employee behaviour, social reviews, reference groups, price-value
consciousness, past experience, brand image, after-sales service, etc. are not
given much consideration by consumers of certain geographical locations. Hence,
companies, instead of taking this as a negative view, should view this is as an
opportunity for them to convince or influence consumers to consider the above
parameters.
25. Companies should come up with various strategies to convert the above
challenges into a competitive advantage over their competitors.

26. Companies should encourage consumers to get more involved when

purchasing electronic home appliances. Besides, target marketing should focus
on specific income groups.
27. Companies should focus on product feature and peer reference variables
predominantly as their major base for product development, sales, service, and
brand development, brand positioning and repositioning, and marketing
promotional strategies.
28. Innovative and engaging product features and innovative peer referral
programs and schemes should be developed to make consumers feel more
personal and have an emotional attachment to electronic home appliances.
29. Companies should consider the research and development of electronic

home appliances so that various inventions and innovations can be made which
would benefit all the stakeholders of this industry.
30. Companies can come up with collaborative schemes with financial

institutions to provide financial assistance to the consumers in an ethical way, to
help them purchase electronic home appliances.
31. As the concept of the Internet of Things (IOT) is being implemented in various
industries, the same thing can be adopted for electronic home appliances too.
32. Companies should come up with Internet-connected home appliances, which

provide more convenience and comfort to consumers.
33. Companies should try to impart Artificial Intelligence techniques in to the

features home appliances products.
7.1.2. For Consumers
i) Consumers should get more involved in the purchase of electronic home

appliance products.

ii) Consumers should purchase electronic home appliances from companies

who follow very good business ethics.
iii) Consumers should give enough consideration to companies who are socially
responsible or have very good Corporate Social Responsibility (CSR) policies
while purchasing electronic home appliances.
iv) Consumers should also consider electronic home appliances that are
manufactured through sustainable manufacturing practices or companies
that follow sustainable practices.
v) Consumers should consider digital payments while paying bills, which would
make them a more responsible citizen.
7.1.3. For Government
i) The government should provide a proper business environment for

electronic home appliances companies so that the manufacturers are
motivated to do the business.
ii) The government should encourage consumers to go for digital transactions

while purchasing electronic home appliances.
iii) For digital payments during the purchase of electronic home appliances, the
government may consider reducing the taxes for those types of
transactions.
iv) The government should come up with good business and trade policies
related to electronic home appliances manufacturing, distribution, and
marketing.
v) The government should attempt to provide enough infrastructure and

modern technology to manufacturers and promote electronic home
appliances.

Ghanshyam Sharma, 2020 Chapter-8: Future Scope of Work
CHAPTER 8
FUTURE SCOPE OF WORK
8.1. Future Scope of work
The present research work has given deep insight to the researcher to
identify and understand the various factors that influence electronic home
appliances. The findings of this study have been presented and highlighted in this
report at proper places. The finding of this research work would give insights into
factors influencing consumer buying behaviour towards electronic home
appliances. Based on this, companies can create their product development,
branding, and marketing promotional strategies to attract consumers effectively
and efficiently. The findings of this research would help the companies to come up
with strategies about the product and service differentiation, brand
differentiation, supply chain differentiation, service quality improvement, and
marketing mix. Consumer durable companies can make use of this study to come
up with unique, innovative, and engaging marketing promotional strategies, to
attract and retain consumers of electronic home appliances.
The results of this study reveal that the proposed research model is
appropriate for consumers of electronic home appliances. This research model or
framework can be used to study other types of businesses related to electronic
home appliances. These future studies will facilitate to enhance the strength and
robustness of the present research or framework to clarify consumer behaviour in
other types of businesses.
In this research study, the main focus is on consumer involvement,

product attributes, service team behaviour, peer references, advertisement
influence, and brand influence. In the future, this research framework could be
employed to study other factors or variables related to this area. More variables
like online business influence, cultural influence, and so on, can be added to this
study. This present study can be carried out in the different geographical locations

Ghanshyam Sharma, 2020 Chapter-8: Future Scope of Work
of India, to understand the buying behaviour of consumers of those locations,

towards electronic home appliances. Moreover, Internet of Things (IOT) and
Artificial Intelligence (AI) are gaining prominence in the automotive sectors; hence,
future studies also can include those factors in the research model or framework.
In this research, sample size of respondent was used as 300. In future researches
bigger sizes of samples can be used for better results. Likert scale seven point can
also be used in future studies for accurate results.

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Ghanshyam Sharma, 2020 Questionnaire
Appendix -I
Questionnaire
Impact of Advertisement and Brand Image on Consumer Buying

Behaviour of Electronic Products-Home Appliances
Part A: Demographic Profile

1. Name (Optional):
2. Age (years)
❏ <21
❏ 21-30
❏ 31-40
❏ 41-50
❏ >50
3. Annual income
❏ < 2 LPA
❏ 2 LPA - 5 LPA
❏ 5 LPA - 8 LPA
❏ 8 LPA - 10 LPA
❏ > 10 LPA
4. Gender
❏ Male
❏ Female
5. Education (Optional)
❏ UG
❏ PG
❏ 12th/equivalent
❏ 10th/equivalent
❏ Others
6. Mode of employment
❏ Business
❏ Service
❏ Student
❏ Others

Part B: Factors Affecting Purchase Intention

Please show your level of agreement/disagreement against the statements below by
putting a tick mark against the correct option.
S. Statement Strongly Agree Neither Agree Disagree Strongly

No. Agree nor Disagree Disagree
a) Purchase Involvement &Exposure
i) Exposure
1.1 I am an active consumer of

electronic home appliances. 
1.2 I’m exposed to a wide array 

of electronic home
appliances.
1.3 I’m well aware of the 

functionality of home
appliance products.
ii) Interest
1.4 I take interest in doing 

research and staying
updated regarding latest
1.5 I regularly upgrade 

electronic home appliances
based on my requirement.
b) Product features
i) Aesthetic
1.6 I consider the design of the 

product to be important in
captivating consumers.
1.7 Sometimes I tend to 

purchase appliances of a
specific colour.

ii) Functionality
1.8 I compare the functionality 

of the product with its
competitors before
purchasing it.
1.9 I find period of warranty to 

be an influencing factor
before finalising my
purchase.
1.10 I do not purchase a product 

if I found any quality-related
or technical issue with it in
my past.
iii) Brand
1.11 I keep options open and do 

not stick to one brand while
making a purchase.
1.12 I encourage purchasing 

used appliances based on
the condition when I trust
brand quality.
1.13 I tend to purchase the 

product which is costly but
is of a renowned brand.
iv)Price
1.14 I am inclined to purchase a 

product having some offers
or discounts.
1.15 I tend to purchase 

appliances based on flexible
payment options (such as
products on EMI).

1.16 I purchase products which 

are costly as I think costly
products have better
quality.
c) Service team Behaviour
i) Service team/follow up/courtesy
1.17 After I purchase any 

electronic product, the
service team always asks for
my feedback.
1.18 The service team always 

responds to my emails, calls
or messages after I
purchase a product and
have doubts about its
features.
1.19 There is a toll-free number 

where I can call and discuss
my queries regarding any
purchased electronic
product.
1.20 The sales team treats me 

well when I go for
exchanging a product, I
bought previously.
ii) Service quality
1.21 The quality of ‘after sales 

service’ builds my
perception of a
product/brand, which
further affects my decision
to purchase.
1.22 I tend to purchase the 

product of a brand whose
‘after sales service’ is
satisfactory.

1.23 The service team came to 

my home and helped me
install the electronic
appliance I bought.
1.24 I received a damaged 

product, and the sales team
immediately replaced it
without any hassle.
iii) Employee Behaviour
1.25 I am likely to purchase a 

product if the
employee/salesman
explains all the features
clearly

product if the employee is
courteous and prompt

product if the employee
discusses my requirements
with me and then shows me
a variety of products

gave me personal attention

builds a friendly relationship
with me
iv) Discounts or offers
1.30 Attractive discounts and 

special promotional offers
(such as buy 1 get 1 free)

d) Peer Reference & experience
i) social reviews
1.31 I tend to purchase a product 

that has a high rating on
online shopping portals
such as Amazon and
Flipkart.

having good customer
reviews on social
networking sites.
ii) Reference groups

that I see my friends and
family using.

that is promoted by a
celebrity on social media
sites or advertisements.

recommended and used by
my co-workers/social group.
iii) Past experiences

which I have already used
and purchased before
1.37 I trust the products I have 

used before and so I tend to
buy them again
1.38 If I find a product reliable 

after using in the past, then
I tend to purchase it again in
the future.

Part C. Advertisement Influence

S. No. Statement Strong Agree Neither agree Disagree Strongly

ly nor disagree Disagree
Agree
i)Exposure & Attitude
2.1 I am subjected to plenty of 

advertisements regarding
home appliances on digital
and conventional media.
2.2 I take interest in looking at 

banners and newspaper ads
intended to advertise home
appliances.
2.3 I find advertisements on 

television, radio and social
media to be informative of
the product I’m interested
in.
2.4 I think repetitive ads 

increase the popularity of
the product.
2.5 Advertisements influence 

my purchase to a great
extent as they create brand
awareness.
2.6 I have attended trade 

shows and I find it very
useful to see a live
demonstration of the
functionality of products.
2.7 Some of the advertisements 

are very persuasive and
affects my intention to
purchase (3.13)

ii)Trust & Emotions
2.8 I tend to purchase an 

electronic product if its
television ad has an
engaging story
2.9 I feel emotionally 

connected with a brand
when I see its entertaining
advertisement either online
or on TV
2.10 I have encountered 

advertisements where
celebrities endorse bad
quality products and that
negatively affect my buying
behaviour.
2.11 I do not fully trust the 

content displayed in
advertisements as it could
be misleading.
2.12 Advertisements including 

my favourite actor/actress
motivate me to buy the
respective electronic
product.
iii) Conventional media
2.13 Personal selling and demo 

of the product influence the
purchase of electronic
home appliances
2.14 Brochures and advertising 

on billboards influence the
purchase of electronic
home appliances
2.15 Press released magazines 

influence the purchase of
iv) Digital Media

2.16 Advertising via television, 

and internet media service
(such as Voot, Amazon
Prime Video, Netflix etc.)
2.17 Videos and pictures on 

social media sites such as
Facebook, YouTube,
Instagram, Twitter etc.
Part D. Brand Image Influence

S. No. Statement Strongly Agree Neither agree Disagree Strongly

Agree nor disagree Disagree
i) Brand identity
3.1 I prefer to buy a product 

of a brand which is quite
famous, popular, and
known among people.
3.2 I am inclined to purchase a 

product of a brand which
stands out in a crowd
3.3 I recognize the 

symbol/logo of a brand
with good image
ii) Brand Image
3.4 I tend to purchase a new 

product of a brand if its
image is positive and
renowned among people.

3.5 For me country of origin of 

the brand affects the
brand image
3.6 I can purchase a new 

product of a brand with
good image
iii) Brand Ambassador/Sponsorship
3.7 Celebrity endorsement of 

product and brand
3.8 Products which are 

sponsored in an event
3.9 I tend to be influenced by 

selected brand
ambassadors while
making my purchase.
Part E. Electronic Home Appliances Buying Behaviour

S. No. Statement Strongly Agree Neither agree Disagree Strongly

Agree nor disagree Disagree
4.1 I used to search for 

information related to
electronic home
appliances products from
various sources like
websites, newspapers,
catalogues etc.
4.2 I have considered product 

features like design,
colour, functionality etc.
while purchasing
electronic home
appliances products

4.3 I have purchased 

electronic home
appliances products
influenced by
advertisements

electronic home
appliances products
influenced by employee
behaviour

electronic home
appliances products
influenced by social media
reviews and
recommendations

electronic home
appliances products
recommended by
reference groups like
friends, colleagues etc.

electronic home
appliances products
based on price-value
consciousness

electronic home
appliances products
which are less costly
4.9 I have made purchase 

decision of electronic
home appliances products
based on past experience

electronic home
appliances products
influenced by brand
image

4.11 I have made purchase 

decision of electronic
home appliances products
considering the quality of
after-sales service of a
product/brand
4.12 I have purchased the most 

selling electronic home
appliances products in the
market

Appendix -II
Research Paper Published
1. “Impact of Advertising and Brand on Consumer Buying Behaviour with Respect

to White Goods “Published International Journal of Management (Scopus
Indexed) (May 2020).
2. “Role of Interactive Advertisement and Brand Image of Electronic Products in

Changing the Consumer Behaviour with Special Reference to Delhi”. Published in
Our Heritage (UGC Care) (January 2020).
3. “Assessing Brand Attitude Formation as an Exemplary Against Imagery Produced

in Advertisements”. Published in International Journal of Research in
Engineering, IT and Social Sciences, (UGC Approved) (May 2019)
4. “Interpreting Consumer Preferences: Evaluating the Role of Promotion Mix on

Customer Durables in National Capital Region”. Published in International
Journal of Research and Analytical Reviews (UGC Approved) (December, 2018)

© 2018 IJRAR December 2018, Volume 5, Issue 4 www.ijrar.org (E-ISSN 2348-1269, P- ISSN 2349-
5138)
Interpreting Consumer Preferences: Evaluating the Role of

Promotion Mix on Customer Preference of Consumer
Durables in National Capital Region
Ghanshyam Sharma
Ph.D Scholar, School of Management and Commerce,K.R.Mangalam University
Dr.Avjeet Kaur
Ph.D,Assistant Professor, School of Management and Commerce,K.R.Mangalam University
Dr..Bikramjit Rishi
Ph.D,Postdoc (EU Fellow) Associate Professor,,Institute Of Management Technology
Abstract:
In this technology-driven era, there has been an extensive augmentation in the reliance on electronic
products like television, air-conditioner, online-streaming videos, advertising, movies, internet, e-
books and magazines, etc. Several times, the consumers don’t buy products to suffice their needs,
rather they buy these under the influence of advertisements and sometimes owing to peer
comparison. For the promotion of a product, advertisements and building brand image have
therefore held high importance among the marketers. Promotion is nothing but the seller-initiated
efforts to persuade and promote an idea of selling the goods and services. The current study aims to
evaluate the role of different promotional strategies and factors affecting consumer preference of
consumer durables in the national capital region. It is believed that sales promotion is vital to the
promotion mix and is targeted upon the consumers attempted at higher market acquisition making it
mandatory in the field of marketing. The study relies on secondary data, where the existing body of
literature pertaining to promotional mix and its impact on consumer purchase decision has been
critically evaluated, for arriving upon valuable conclusions. The study found that the literature
sufficiently supports that all the components of promotion mix influence consumer preferences in
some or the other way. Based on the findings, the research also provides valuable recommendations
towards enhancement of the advertising and brand image techniques for the electronics industry and
proposes a conceptual framework that can be further validated through future research.
Keywords: Promotion mix, consumer durables, consumer buying behavior, brand image
techniques.
INTRODUCTION
The term brand is a set of tangible and intangible attributes designed to create awareness, identity
on the products, persons, organization or services (Bonnici, 2015). Branding is the long-term
strategy ranging from product innovation to marketing communications. Brands are constantly
evolving concepts which act as the best tool in promotion and expansion of a business. A brand
can be defined as the sum of the characteristics of a product or service as perceived by the user.
Thus, a brand is associated with a specific name, image or plan, or all, or a combination of these-
that is made use to popular a specific company’s product or service. There are various definitions
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5138)
of brand in marketing literature. Brand has been defined as ‘Any name, term, design, symbol, or
any other feature that identifies a seller’s goods or services as distinct from that of other sellers. In
legal terms, brand is preferably called as trademark. One item, one family or all the families of
goods or services may be identified as a brand. American Marketing Association AMA, (2007)
When it comes to the Indian landscape, a shopper’s inclination towards better quality products
have been raising consistently due to the expansion in wage and sociological strengths that have
influenced the elevated needs to lead life in a superior manner. A brand can be characterized as a
merchant’s guarantee to give reliably one-of-a-kind arrangements of attributes, favourable
circumstances, and administrations to the buyers” (Rajasekar & Srinivasan, 2018).
According to Durrani, Godil, Baig, and Sajid (2015), there exists a practical link between brand
image and teenager consumer buying behavior. The globalised business scenario is a foot forward in
strengthening the brand image of organizations. In pursuance of acquiring identification and a brand
position in the trade sector, organizations employ diverse methods by which consumer’s behavior
and apprehension develops. This kind of astuteness is known as Brand image. However, this
perception gives either a positive or a negative brand image/ brand positioning has the potential to
improve/destroy the overall performance of the brand as the consumer preferences rely heavily on it.
Consumers segregate and produces an image analogous to the brand. Such images are gauged
against a variety of points to be referred, namely, appropriate social image, product category image,
social image, ideal social image, self-image, ideal self-image, to assess brand by consumers’
reactions inclusive of brand attitude, brand preference, and brand loyalty.
Theoretically, brand image is a wide concept related to companies, businesses, their goods, products
or services, and is distributed into various categories: corporate image, brand image, product image,
and store image. Forming an image in consumer’s mind is done by combining the constituents of
identity at the brand level. (Nagar,2015). Consumers give huge importance to brands as owning
different brands is associated with higher status and prestige. Their views on brands expect superior
quality of brands and have different perspective. Within the specific time frame, if a brand satisfies
the needs of the customer, then they become devoted to the brand and develop dedicated
relationship. It is a well-known fact that, customer satisfaction is a major precedence in any
organization. The goods and services available in the market help consumers to fulfil their desires
and needs. Hence, studying the behavior of the consumers is another significant task for producers
and marketers (Riaz, 2015).
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Adnan, Nordin, and Rahman (2017) assessed the factors affecting Plug-in Hybrid Electric Vehicles
(PHEVs)/Electric vehicles (EVs) adoption. For reducing harmful carbon emissions, important steps,
the collective outcome of ‘hyperbolic discounting’ is discussed by the study and it has a direct effect
on consumers’ environmental concern. Grimmer, and Miles (2017) studied the intention-behavior
gap in pro-environmental consumer behavior. Results of their study revealed that implementation
intentions mediated the relationship between intention and pro-environmental consumer behavior.
According to Richardson, Ganz, and Vallone (2015), “online banner/video advertising is a tactic
mainly used to advertise e-cigarettes and cigars rather than cigarettes, some with unproven claims
about benefits to health. Given the reach and accessibility of online advertising to vulnerable
populations such as youth and the potential for health claims to be misinterpreted, online
advertisements need to be closely monitored”. Similarly, Fitchett, and Caruana (2015) stated that “in
the analysis of consumption and consumer behavior, descriptive analysis (DA) will often be an
appropriate response simply due to its textual, representational and ideological features.”
IMPACT OF ADVERTISEMENT ON CONSUMER BUYING BEHAVIOUR
A study conducted on the impact of green marketing on consumer buying behaviors in Kolkata is
conducted by Sen (2014). To gather the primary data, a sample of 100 respondents were taken from
Kolkata. The results of their study emphasized that the consumer purchase decisions in Kolkata are
not influenced by the green marketing practices performed by the companies. However, the
consumers wanted to pay an extra bit for the ‘green’ products, owing to the higher value associated
with these. Hence, the companies sell the products at higher prices if they can enhance the product’s
performance and are able to offer products that render value addition to the consumers.
Pappas (2016) studied the marketing strategies, identified risks, and consumer trust in online
buying behavior. The researcher highlighted that besides the rapid increase in online shopping,
there is no definite knowledge about the perceived risk factors, the effect and influence of
marketing on product and web vendor consumer loyalty. In this paper, the researcher focused on
holidaymakers’ perspectives with the aid of bookings by internet by for their holidays. An
association between internet perceived risks and the influence of product and e-channel risks were
confirmed by the findings. Online purchase intentions which are constantly influenced by the
products along with e-channel consumer trust are determined by this study. Age old patterns of
human communication still exist. The cross-cultural differences in interpersonal and mass
communication for creating awareness is necessary to study the way media functions are
performed and advertisements works. In one culture, advertising is persuasive by nature, whereas
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in another, it is meant to impart trust between the companies and the consumers. The pattern of
advertising will not be the same in every culture. Thus, patterns for how advertising works in one
culture cannot be generalized to all other cultures. Various verbal and non-verbal communication
styles are recognized in both interpersonal and mass communication. In such culture clusters, one
or the other style prevails (Mooij 2018).
IMPACT OF PROMOTION MIX ON CUSTOMER PREFERENCES
Gunasekaran, Basha, and Lakshmanna (2016) explored the impact of promotion mix of DTH
(Direct to Home) manufacturers on the customer behavior with regard to Vellore District Tamil
Nadu. The paper revealed that the increasing use of sales promotions which created an impact on
consumers. It also focused on how to be prone to deals and how it motivated marketers, thus,
resultantly leading to rely on sales promotions and helps in supporting consumers from competitors’
products. Apart from that, there are also major external factors like socio-economic, regulatory and
technological issues that altered both the structure of DTH service industry as well as the form of
competition within it.
Kumar and Patra (2017) studied the contribution of promotion mix in enhancing the brand equity.
The authors reviewed the significant promotional mix elements which include personal selling,
direct marketing, advertising, public relations, and sales promotion to brand equity dimensions. The
research findings revealed that promotional mix component facilitates enhancement in the brand
equity. However, the study also suggested that monetary promotion might harm brand image posing
a threat on brand equity creation. Additionally, they found that digital marketing has a major role in
building brand equity via brand image and brand association. Thus, this study strongly emphasizes
that promotional mix factors help to enhance brand equity. To enhance the brand equity, the
organization must increase their promotional activities’ budget. Once the organization succeeds in
rising the promotional activities, their brand equity will be involuntarily high.
IMPACT OF BRAND IMAGE ONCONSUMER BUYING BEHAVIOUR (HOME-

APPLIANCES)
Ray and Choudhury (2015) studied on consumer decision making for purchasing certain home
appliance products. The study attempted to judge the factors based on which a market is segmented
such as demographics (gender, age, occupation, education), followed by psychographic
characteristics (lifestyle, social class, personality, behavioral values, status and convenience), self-
concept and its effect on customers’ decision making. The researchers have sampled people
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associated with management education from Kolkata, segmented by. It revealed the interrelation
between the independent and dependent variables listed above i.e., purchase intention. Further, it
presented that ‘psychographic’ is the most important market segmentation factor. It also revealed
occupation, lifestyle and values as being the most important factors that affect people’s buying
intentions. In this study, the researchers empirically studied the customers’ decision making by
external and internal factors.
Rath (2017) examined the internal and external factors influencing the consumer buying behavior in
the washing machine segment. The findings show that the demographic factors did not affect the
satisfaction level of the consumers. In this research, the regions Cuttack and Bhubaneswar were
taken as the sample areas, targeting 200 respondents from various retail malls/ retail outlets of the
electronic products. It was found that the source of information to purchase Washing Machine
majorly consists of the friends, relatives, newspaper and TV.
Manhas and Tukamushaba (2015) provided customers’ expectations and their understanding along
with other factors that strengthen service experience at the time of guest stay in the selected three,
four-star hotels in Jammu, Chandigarh and Delhi. The research outcomes highlighted that guest’
expectations and actual experiences are at disparity. Proper recommendations to the hotel owners
especially, and the hospitality sector overall were made by the researcher which aimed at improving
customer’s memorable experience. The study employed a questionnaire structured to collect data
from the hotel managers as well as the individual customers. The guests’ attitude, their expected and
unexpected suggestions for analysing the important information facilitates to find areas critical to
customer service quality.
Braithwaite, Densley-Tingley, and Moreno (2015) explored whether energy levels of washing
machines should be extended to have insights on durability, as this could help customers in making
a decision not only on energy or cost but in terms of lifespan of the product. Moreover, to
understand if there are any positive interrelation the existing manufacturer guarantees can
provide an indication of the expected durability of the product and this is investigated. Since
washing machine is one of the key household appliances, it can be found in majority of the houses.
The study mentioned that “Energy efficiency ratings are provided as a method for consumers to
make an informed purchasing decision and were brought in by EU legislation to reduce energy use
and enable users to reduce running costs, as it is known that the greater environmental impact of
a washing machine is during use”.
FACTORS AFFECTING CONSUMER BUYING BEHAVIOUR
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Joshi and Rahman (2015) studied the attitude-behavior inconsistencies in the context of green
purchasing. In this research, the researcher determined various motives, possible explanations for
inconsistencies reported in green purchase behavior provided explanation of the barriers affecting
decision making of customers. These factors were characterized as being unique to the individual
decision maker and those are considered situational. Thus, the paper reveals the significant
predictors of consumer green purchase behavior, which will help the lawmakers and managers in
developing and implementing strategies to motivate green purchasing.
Badgaiyan and Verma (2014) examined the effects of five intrinsic factors: personality, culture,
materialism, shopping enjoyment tendency, and impulsive buying tendency on impulsive buying
behavior. Here, the researcher used structural equation modelling and collected data from 508
consumers covering different parts of India’s National Capital Region. The results showed a
positive significant relationship is influenced by the three constructs of materialism, which is,
shopping enjoyment tendency, and impulsive buying tendency.
Jung, Shim, Jin, and Khang (2016) studied and examined factors (for instance, ad values and social
networking advertising characteristics) influencing consumers’ attitudes and behavioral intention.
The research findings showed that significant impacts on attitude and behavioral intention was
significantly impacted by peer influence among all forms of Social Networking Advertising (SNA).
Additionally, the results suggested that attitudes towards the advertisement played a mediating role
between SNA characteristics and behavioral intention.
Yadav and Pathak (2016) aimed to understand green product buying behavior by young customers
in developing India. The researchers handled the Theory of Planned Behavior (TPB) as a theoretical
framework. The data was collected using a self-administered questionnaire survey and analysed
with the help of structural equation modelling (SEM). The outcomes stated the young consumers’
intention for purchasing green products asserting to the usefulness of TPB.
Singh and Singh (2016) studied the effectiveness of online advertising. They concluded that the
impact of online advertising on consumer buying behavior increased other forms of advertising. The
majority of the respondents accepted that online advertisement is almost everywhere on internet.
Mirabi, Akbarieh, and Tahmasebi Card (2015) aimed to investigate the factors affecting the
purchase intention of Bono brand tile consumers. Here, a researcher-made questionnaire with 25
questions. The research results revealed that the product quality is affected by variables of product
quality, brand advertising and shows the highest impact on customers’ purchase intention. It was
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however understood that the two variables of packaging and price didn’t have a significant impact
on customers’ purchase intention. Wilkinson et al., (2015) presented a novel application of an
optimization approach used to estimate dietary changes in the UK. The work also covers the use of
data on consumer behavior for the potential acceptability. Social media advertising sketches a new
dimension to advertising offering a platform to interact with users. It is found that there is a high
percentile of correlation between variables that collect and exchange information through Facebook.
Here, the study highlights significant implications for companies that make use of Facebook
advertising among other advertising strategies. The study further mentioned that to experience the
full potential of Facebook advertising; they should give customized messages to the customers,
gives incentives and promotions to motivate them (Dehghani, & Tumer, 2015).
FRAMEWORK AND PREPOSITIONS
Grewal, Bart, Spann, and Zubcsek (2016) provided a framework to formulate the current findings in
mobile advertising, and also devise a research agenda to build extra work in this field. 1) Nature of
industry, 2) Firm’s ability to deliver mobile advertising, 3) Rapidly increasing variety in mobile
devices, 4) To facilitate and increase access to mobile inventory, 5) Government and industry
regulations can have a substantial effect. In another paper, Zhang, Cao, Ho, and Chow (2017)
presented new models and algorithms for object-level video advertising. The proposed framework
is: 1) Using a threshold-based method that relies on the HOG (Histogram of Oriented Gradient)
features, performing a shot segmentation; 2) Use of discriminatively trained part-based models for
object detection; 3) Formulating and solving an optimization problem that considers both ads’
attractiveness and intrusiveness to viewers for optimization based object selection; 4) Retrieval of
ads by using two strategies, i.e., clothing retrieval for human and category-based retrieval for other
detected objects.
Ghose and Todri (2015) measured the impact of display advertising on online consumer behavior.
They found that even minute exposure to display advertising can increase users’ ideals to find the
brand and the corresponding product; consumers involved in active search to collect information via
search engines and through direct visits to the advertiser’s website. They also revealed that there
was four times increase in the advertising performance. Here the consumers are targeted in the
purchasing platform and were found that as the duration of exposure was increased, the consumers
engage more in direct searches rather than indirect searches. Wharton, Foth, and Choi (2014)
identified factors that promote consumer behavior causing expired domestic food waste. Three
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factors are proposed namely, supply knowledge, location knowledge, and food literacy. These
influence consumers’ behavior and give new insights to the existing literatures.
GM and Nirmala (2017) proposed a Hybrid e-Advertising framework and is designed with the aid of
Concurrent Mobile Agents and provides an environment for processing simultaneously the
advertiser requests to address issues of one-to-many and many-to-many mapping between the
advertisers and the ad-publishers sites. It is found that the framework is more efficient and dynamic,
and the implementation is best suitable for small number of advertisers to publish the
advertisements. Similarly, in another research, the authors provided insights into suitable
advertisement based on their preferences for the people. The main goal is to build an advertisement
framework that is supported by target advertising. This is done by analysing social network content.
This information is then used to predict the advertisement categories that interest a particular user.
Perera et al., (2014).
THEORIES ON PROMOTIONAL MIX
It has become significant for the marketers to make critical decisions regarding the promotional
plans. Promotional tools employed in the field of business strike their strengths, weaknesses and
marketing budget. Experienced marketer well knows about the theories and practices to be adopted
in the marketing field. One strategy which could be followed by the researcher is push-pull strategy.
In the ‘push’ strategy, the sales force propels the products to the wholesalers, and they push it to the
retailers, whereas in the ‘pull’ strategy depending highly on marketing communications to create
awareness and inclination. Thus, it pulls the customers into the stores to purchase the products. The
other promotional mix is the advertising or public relations strategy where in the former one the
marketers exaggerate, and the phenomena are well understood by the consumers. The consumers are
well aware that the advertisement strategy misleads the consuming public. On the other hand, public
relation is free unlike the former one and is interactive in nature (Biz Fluent).
Promotion Mix theory can be a turning point to the study includes advertising, public relations,
personal selling and sales promotion. These are used to produce organizational sales goals, profits
and to communicate with the targeted market. Promotion Mix theory can be a turning point to which
consists advertising, public relations, personal selling and sales promotion. They are used as tools to
communicate to the target market and produce organizational sales goals and profits. This theory of
promotional mix will help the study to evaluate the role of promotional mix on customer preference
of consumer durables in the National Capital Region.
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FINDINGS OF THE STUDY AND DISCUSSION
Owing to the globalised scenario, cutthroat competition, where every marketer is struggling to
acquire a higher share of customers and increasing rationality of the customers, there is an
increasing need for the marketers to study and understand the purchasing behavior of consumers. A
knowledge of the factors influencing consumer purchase intentions will assist the marketers in
formulating effective is said to be influenced by advertising and brand image strategies. For
instance, advertisements for children should ideally be posted either afternoon or early morning
hours. It is noted likewise because during these hours of the day children watch maximum
television. In one of the researches, it was revealed that the facilitating factors of product quality,
brand advertising and name had the biggest impact on customers’ purchase intention; at the same
time, the variables of packaging and price didn’t create any impact on consumers’ purchase
intention. It is clear from these findings that the consumers rely more on quality and advertising,
rather than packaging and cost of the product.
Similarly, in another study, most of the direct and indirect path effects were conveyed as constant.
The study also highlighted brand image, perceived price, and perceived value as the three most
important determinants which directly affect the consumers’ purchase intentions. Direct and
mediating effects of brand image, price, trust, and value on consumers’ booking intentions as well
as the comparison of gender differences in online hotel booking was examined by the researches.
Hence, the study accentuated that it is essential to develop a strong trust among customers and
making constant efforts towards the improvement of their perceived price and value associated to
the overall product or service provided by the company.
Thus, studying consumers’ preference is highly crucial for seeking consumer’s attention, and
building trust. Understanding the consumer’s needs is really important when it comes to producing
the right advertisement for the right audience. Overload of information dilutes the purpose of the
advertisement itself. They will never buy the product and it might also lead to a creation of a wrong
perception in their minds towards the company and the brand.
Conceptual Framework
This review is an attempt towards perceiving the effect of promotional mix on consumer preferences
of consumer durables in the National capital region of India. It will also assist in discerning the
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recognition level of consumers on the promotional mix of consumer durables and the major
affecting components of the promotional mix that influence consumer purchase decision concerning
the consumer durables. For this purpose, the key constructs of this study and their associations were
identified by the researcher which has been presented underneath. Taking into consideration the
review of literature, below framework demonstrates the relationship between the constructs
identified. Since the framework has not been empirically validated and is based on the researcher’s
understanding of the literature pertaining to the topic, future research attempting the validation of
the developed framework would be useful.
Figure 1: Conceptual Framework

Source: Author
Singh & Cole (1993) in their study reported the results of a study where they examined the
comparative efficacy of 15 and 30-second advertisements by utilizing novel advertisements that had
different messages associated with them for the viewers (informational against emotional). They
employed a sample of 138 undergraduates many times and applied multiple dependent variables. It
was found that Informational 15 second advertisements were as capable as informational 30-second
advertisements in various situations. On the other hand, emotional 30-second advertisements were
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found to be higher to emotional 15-second commercials which determined a customer’s brand

learning and behaviour towards a brand. Hence, it may be observed from this study that time and
duration of an advertisement influences advertising efficiency which in turn effects positioning of a
brand and further consumer preferences. Several other authors (Assmus et al.,1984; Houston et al.,
1987; Brown et al., 1998; Wells et al., 2003; Danaher et al., 2008) asserts the multiple variables that
influence advertising effectiveness. According to the authors, advertising effectiveness depends
extensively on product trial, graphics and verbal components of an advertisement, advertising
strategies of the competitors, and the length of an advertisement. According to Jakstiene, et al.
(2008) advertisements mould the responses of the people towards a brand through discernment, i.e.
the knowledge related to the opinion of an individual concerning the information conveyed through
ads. The individual perceives these cognitions through his senses, attention, perception, memory,
language, reasoning etc. Whether at retail or a corporate level, advertising plays a rudimentary role
in developing a brand image. It acquaints consumers about the practical capacities of the brand
while concurrently instilling the brand with its symbolic values and interpretations pertinent to the
consumer (Meenaghan, 1995).
Further, it is also felt those public relations and the ways through which a business publicizes
information to all its stakeholders have a major role to play in positioning a brand in the mind of the
consumers. Public relations emphasize on conveyance credibility with the audiences that have
impacts on the business results namely from media analysts, bureaucrats and influencers on policy,
consumers and stakeholders. Power and value of an organization’s brands to all the shareholders is
an essential element. Numerous aspects such as brand of the corporate, from timber and characters,
emotional and functional benefits, end goal and core message are in full leverage with the external
as well as internal audiences that raise credibility and performance (Mikáčová & Gavlaková, 2014).
Moreover, the literature extensively has outlined that the role of sales promotion in positioning a
brand in the mind of the customers cannot be undermined. In fact, it has been witnessed and
empirically established by some of the researchers that consumers tend to shift brands based on the
offers and discounts being given. The findings of Chandon, Laurentand Wansink (2000) mentioned
that promotion done in sales might lead to fruitful results in regard to consumers that are needed
beyond price prudence. Many consumers switch brands to receive better deals that build and
enhance their rational buyer self-perception, and these consumers are favorably prone to
promotions, i.e. these consumers will always attempt to give a hand on a new product or service that
is being promoted well. Hence, all these factors taken together, i.e., advertising, public relations and
sales promotion assist in building brand image, exposure, awareness and credibility in the minds of
the consumers, thus, positioning a brand well.
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Next, another important element of the promotion mix, i.e., personal selling is observed as an
imperative variable directly evoking consumer preference. Muna & Zennie(2010) reported that
salespersons’ credibility, patience in dealing with customers, commitment to the promises and
associated mien had an imminent influence on the consumer content. Merchandiser’s present in-
store has an imperative role in acquiring consumers with all associated facts that impact their
purchase resolution. Azam et al. (2016) and Kumar et al. (2011) illustrated the promotion in sales
and advertising had collectively with the brand image, which had been able to position itself in
influencing consumer buying decision to a great extent. Moreover, it's the price of the product and
the quality that affects the consumers’ preference for a good over others.
Summing up the review on the theoretical framework developed, it may be inferred here that
advertising is influenced by various factors such as competitor’s strategies, visual appeal and
aesthetics, product trials and schemes advertised and most importantly, the time and duration of an
advertisement. Further, advertising along with company’s image (communication effectiveness with
its stakeholders and ways of publicizing) and sales promotion measures have a significant role to
play in positioning a product, service or brand in the minds of the customer. It is up for no further
debate that the way a brand is positioned in the minds of the consumer determines the consumer
preference of a particular good. The literature also supports that the fourth element of the promotion
mix, i.e., personal selling directly influences the purchase decision of a consumer. Last but not the
least, the perceived value and quality of a product or service also contributes to the consumer
purchasing decision. Hence, all the elements of the promotion mix have been supported by the
literature as being the contributors towards determining consumer preferences.
CONCLUSION
Based on the reviewed literature that majorly covered impact of advertisement on consumer buying
behavior; impact of brand image on consumer buying behavior; factors affecting consumer buying
behavior; theoretical framework and prepositions, it was found that consumers intend to spend more
on green products, which are organic and eco-friendly. Apart from advertising and brand image,
quality plays a major role. However, the companies need to build effective business strategies
including advertising in social media, electronic media, print media, and so on. Similarly, in one of
the studies, the results revealed factors such as quality of the product, advertisement of the brand
and its name had a significant impact on the purchase decisions of customers’ which however had
two variables namely packaging and the price which showed highest impact level on the purchase
intention of customers.
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When it comes to framework and propositions, the literature presents that emerging companies
target on the goals of advertising and accounting pertaining to market factors in market
environment. They aim to embed content-relevant advertisements within a video stream. The
researchers have demonstrated the efficacy of the given method for object-based video advertising.
Apart from that, certain frameworks practiced in organizations are more efficient and dynamic in
nature. It is highly essential to expand the market size at the same time decrease the complexities.
Thus, the authors in their respective studies provided adequate insights into suitable advertisement
for people built on their desire. Their main objective has been to aid in the development of a
framework for advertisement that aids in chosen advertisement through the analysis of content in
social network.
Based on the theoretical framework developed, it was established through this review that all the
components of the promotion mix assist in determining the consumer preferences. The literature
suggests that increased advertising, public relations (company’s image) and sales promotion renders
higher brand positioning which in turn influences consumer’s decision to buy a product or service.
Personal selling, on the other hand, is deemed to directly influence consumer preference of a brand
along with brand image/identity (positioning), perceived value and quality of a particular product or
service. However, since the framework has not been empirically validated and is based on the
researcher’s understanding of the literature about the topic, future research attempting the validation
of the developed framework would be useful.
Further, it's the decision-making knack within consumer time investment, wealth and labour
associated with questions such as what, why, how often and when pertaining to the purchase of
products revealed the consumer preferences in durable products. The consumer preference would
also depend on evaluation of the purchase made and how will their future spending be driven on
durable products. So, studying consumer preference is an inevitable part for every organization. It
helps the organization to learn experiment, evaluate, and grow. This eventually makes the
organization to be customer-oriented and adopt an evidence-based and highly competitive approach.
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Ghanshyam Sharma et al., International Journal of Research in Engineering, IT and Social
Sciences, ISSN 2250- 0588, Impact Factor: 6.565, Volume 09, Issue 5, May 2019, Page 113-
Assessing Brand Attitude Formation as an Exemplary

against Imagery Produced in Advertisements
Ghanshyam Sharma1, Dr.Avjeet Kaur2and Dr.Bikramjit Rishi3

1(Ph.DScholar, School of Management and Commerce,K.R.Mangalam University)
2(Ph.D,AssistantProfessor, School of Management and Commerce,K.R.Mangalam University)
3(Ph.D,Postdoc (EU Fellow) Associate Professor, Institute Of Management Technology)
Abstract-This study evaluates brand attitude development process and uses it as a model for imagery created in
advertisements. For advertisers, investigating the impacts of brand attitude on brand imagery has been a major
issue of concern. The current literature available on the brand attitudes is broadly discussed and the specific area of
interest is so dispersed that the variables of brand attitude such as cognitive elements included are frequently
investigated in seclusion, dismissing the integrative impacts of these factors and bringing about detached literature.
Brand attitude is observed to be significantly affected by the data given by various types of advertisements. These
factors of the informational and emotional content of ads based on consumer attitude are seen to influence brand
imagery, both straightforwardly, and through the meditational impact of advertisements. This review discusses
different elements that influence brand attitude and act as key attributes for model development for brand imagery.
Based on theories and models revealed in earlier investigations, the review aims to develop a model and assesses
brand attitude toward the advertisement's theoretical framework.
Keywords: (Brand attitude, brand imagery, brand awareness, advertisement, brand attitude formation model, brand
equity)
I.INTRODUCTION
A crucial benchmark in the improvement of successful brand imagery is a comprehension of what drives
positive brand attitudes. Brand attitudes are the predictor of the purchasing behaviour of consumers.
Usually, consumers have preferable attitudes towards brands, which determine their association with the
brand. In this area, most research highlights the elements that impact consumer attitudes towards the
brand. In many studies performed in this domain, attitudes are contemplated as variables which are
dependent in nature and the effect of distinct advertisements, their redundancy, and different factors on
attitude developments and change have been contemplated (Berger and Mitchell, 1989). The attitude
researchers in this field have concentrated on specific domains generating ample literature in various
directions and disengaged patterns. Alongside a requirement for integration, current theories incorporate
connections between a few variables that don't successfully clarify the idea of impacts or disregard the
role of arbitrator factors. The current review represents an integrative model which envelops various
determinants that are cognitive and compelling attributes of the brand attitudes functioning towards brand
imagery. This review additionally incorporates the distinctive procedures and attitude constructs that are
activated because of emotional and informational advertisements. It likewise discusses different
components that impact brand attitudes, for example, brand positioning, brand priming, and brand
familiarity. The review additionally features the significance and role of self-congruity hypothesis as a
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This work is licensed under a Creative Commons Attribution 4.0
International License
premise of brand attitude. In the accompanying segments of this paper, first, the technique for attitude
formation and change will be discussed by recognizing attitudes imparted toward the advertisements and
various brands. Along these lines, the connection prevalent in brand attitudes and imagery will be
examined in this review. Lastly, an integrative model that reveals the procedures that contribute to the
development and modifications of brand attitude will be recommended in this review.
In this area, a lot of research on brand value has been conducted in the point of view of customary
merchandise, and the significance of brand equity is being acknowledged with different products, for
example, in the service sector (Gordon, 2010). Notwithstanding, there is very limited research which is
conducted on the precursors of the brand imagery, for example, brand attitude (Schuiling and Kapferer,
2004; Esch et al.2006), brand consideration with attention on Brand Imagery. With this foundation, this
paper we endeavour to introduce a conceptual framework of brand attitude correlated with brand imagery.
As an example, simply staying alert about the brand doesn't guarantee that the consumer has expected
knowledge to settle on a choice about any relationship with the brand. An individual might know about
the name of an Apparel Brand (e.g. Givenchy) yet he may not know about the products and services
offered by the brand. In that case, the individual would learn about the brand through social media or the
word-of-mouth communication or any other medium. The individual would be required to be familiar
with the brand. In this way, brand familiarity encourages the consumer to survey the quality and dangers
related to the brand. The more the brand familiarity, the more certain the positive perceived quality. Every
one of these variables is featured as the premise of Initial Brand Attitude Formation of the consumer. This
conceptual model in this review doesn't consider the individual's attitude models.
II. LITERATURE REVIEW
2.1 Factors affecting the Brand Attitude Formation

As per Thomas and Znaniecki, social behaviour was clarified through the idea of Attitude. They were
among the first to clarify this idea. They observed attitudes as an assurance of an individual's genuine and
potential reactions (in the same place.). Different theories and concepts of attitude were later discovered,
for example, Ajzen and Fishbein characterized that the attitude develops as "an individual's assessment of
any mental object". Along these lines, attitude is simply a psychological construct in the context that it
exists in the brain of the individual holding those evaluations. Further, the idea of a "brand" is a key, basic
and complex part of strategies of advertising. A brand which is well-managed is assumed as the thought
of an image that conveys a lot of clear, related associations (e.g., Aaker 1997). In connection to that,
several researchers have discovered that individuals shape associations with brands in a way they frame
associations with other individuals (e.g., Aggarwal, 2004; Fournier, 1998; Swaminathan, Stilley, and
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Ahluwalia, 2009; Thomson, 2006). This social way to deal with brands has been incompletely ascribed to
the possibility that consumers may consider brands in a way they contemplate about the other human
beings living. For that purpose, creating attitudes towards a brand is an essential step towards brand
success. Brand attitude refers to consumers' general assessment of a brand (Wilkie, 1986). Brand attitude
impacts the purchase intentions (Shimp, 1981) and shapes the premise of the brand choice of a buyer
(Keller, 1997). Brand Attitude is a construct that has been the focal point of market research, and
specialists have constantly attempted to investigate and reach the best conceptualization and most
profound comprehension of this construct (Voss, Spangenberg, and Grohmann, 2003). According to latest
research customers also values business ethics as a critical behaviour in their perceptions of brand
attitudes. Business ethics of a brand can determine better conduct of their products of services creating an
impact on branding strategies. Brand attitude can be influenced by different factors.
2.1.1 Brand Awareness
According to Aaker, brand awareness can be defined as a possibility wherein any buyer observes and
perceive that a brand belongs to a specific category of brands (Aaker, 2009). Foroudi states brand
awareness is a tool, which is focused on clearly defining and familiarizing the target audience towards a
specific brand (Foroudi et al., 2014, 2016). During an absence of brand association, the decision making
of the consumer for the consideration of brand is dependent on brand awareness. Sun and Ghiselli stated
that awareness of brands in addition with brand image helps in increasing the hardiness of brand
associations which implies that the higher probability of the brand to be picked, if it is effortlessly
recalled by the consumer (Sun and Ghiselli, 2010).
2.1.2 Brand Familiarity
Additionally, brand familiarity is defined as a uni-dimensional construct that is straightforwardly
identified with the measure of time being imparted in preparing information pertaining to the brand, in
spite of any context of processing that was included. Hence, brand familiarity and recognition are the
simplest types of customer learning. Research has consistently revealed that familiarity with a brand
typically affects the level of perceived risks. This meant that consumers who are usually familiar with a
certain type of brand tend to be more confidence towards the features of the products and recognize the
benefits of a sale to be less risky in nature. (Laroche,Kim, & Zhou, 1996; Park & Stoel, 2005).
2.1.3 Perceived Risks
Perceived risk theory mentions a costumer’s perception of undesirable consequences during the buying
decision processes (Bauer, 1960). Several studies have long-established about the risks that affect a
consumers' attitude (Featherman & Pavlou, 2003; Lee, Kim, & Fiore, 2010; Park & Kim, 2007;
Verhagen, Meents, & Tan, 2006) and intentions while purchasing any product (Choi & Lee, 2003; Gaal &
Burns, 2001; Han & Chung, 2014; Jarvenpaa & Tractinsky, 1999; Jin &Koh, 1999; Kwon et al., 1991;
Park et al., 2005; Vijayasarathy & Jones, 2000).
2.2 Review of Brand related attitude towards the advertisements
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The main objective of the advertisement is to create a product image and directly pursue customers to
purchase the product (Park et al., 2008). At present, different types of advertising media have been
presented in the modern marketing world.
Brand attitudes are influenced by the information provided by different sorts of advertisements (Pullig et
al., 2006). In an investigation by van Dijk, it was discovered that negative information in the ads affected
individuals with positive initial attitudes. In addition, positive information affected individuals with
negative initial attitudes toward the brand (Dijk et al., 2012). Besides, as per Lee and Labroo's
investigation on the conceptual-fluency-based model of effective judgment, consumers may grow
progressively positive attitude towards specific brands when they are exhibited in a prescient setting in
advertisements and primed by related ideas (Lee & Labroo, 2012). Scientists have additionally tentatively
demonstrated that when the construct, which is conveyed to consumers' brains, has a negative meaning,
individual's attitudes towards the brand may become less favourable. Thorbjørnsen and Dahlén contend
that when consumers encounter danger of opportunity, they respond negatively and may change to
another brand (Thorbjørnsen & Dahlén, 2011). It contributes towards the main goal of advertising
practitioners which is to develop advertisements that can largely influence the attitude of customers
towards the brand and can lead them to achieve their direct responses.
2.3 Relationship between brand attitude, brand recognition, and Imagery
Brand attitude is the sentiment of the customer towards any product, which emphasizes the way in which
individuals ponder an item or service produced by the brand. Therefore, this section will carefully observe
and measure the thoughts, beliefs, and associations the customers convey towards a brand.
Brand imagery is the substantial or elusive components that consumers connect with a brand. Brand
imagery is visual, sound-related, olfactory, or material. In addition, it can emerge out of any of the five
senses and can be novel to every consumer. A steady primary principal emerging out of such research is
the positive customer reaction which predicts favourable results that are different, including liking of the
brand and choice, at last, impacting brand attitude. It has also been understood that brand recognition is
the extent to which any costumer accurately differentiates any item or service by only performing reviews
of the item or the logo of the brand, slogan attached to it or the publicity effort imparted towards that
product or service.
As indicated by Hsieh and Li, strong brand image constructs a superior brand message of a particular
brand over the rivalry brand into a competitive market. Consequently, not exclusively a customer’s
attitude but also the customer’s purchasing decision will be affected and controlled by the brand image
(Burmann et al., 2008).
2.3.1 Self-Congruity Theory: The underlying reason of Brand Attitude Formation
Self-congruity theory recommends that as individuals frequently utilize brand importance for self-
articulation, the consumers tend to have ideal inclinations towards certain brands that fulfil the needs in
order to improve discernment of their own self-picture (Sirgy,1986). Additionally, buyers regularly
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incline toward brands, items, and stores that present picture comparable (i.e., harmonious) with their
perceptions help them to view themselves as people with their self-picture (Belk, 1988; Graeff, 1996;
Sirgy 1982; Solomon, 1983; Sutherland et al., 2004). From the responses of others, specifically
"noteworthy references", an individual builds up his or her self-picture views (Grubb and Grathwohl,
1967; Rogers, 1959). The picture that an individual has of her or he frequently impacts the brand's
consumers purchasing patterns (Aaker, 1996; Belk, 1988; Plummer, 2000; Sirgy, 1982; Zinkham and
Hong, 1991). The basic prevalence of a specific brand can serve to characterize an individual with respect
to other individuals especially when social personality is included (Belk, 1988)
2.3.2 Determinants of Brand Imagery
Brand Positioning
As characterized by Kotler Brand positioning is defined as "the demonstration of designing the brand's
picture and imagery to possess a distinctive place in the mind of the target market". In addition to that,
brand positioning depicts a brand’s distinct feature as compared to its rivals and where it is positioned in
the brains of the consumers. A strategy of brand positioning thus includes making brand-relationships in
psyches of customers to influence them to perceive the brand with a particular goal in mind.
Park reasoned that the brand positioning of an association unmistakably depended upon the kind of
benefits offered by the brand (Park et al., 1986). The brand positioning, therefore, contributes to the
development of the general brand attitude with the structure of customer-brand relationships in the
memories of the consumer (Ajzen and 7 Fishbein, 1980).
Brand Priming
Priming is basically characterized as the manner in which the experiences of individuals determine and
predict future actions, without any conscious assessment and learning (Bargh and Chartrand, 2000). The
priming effect functions as a control of future activities, implying that it intensely triggers resulting
reactions and is fit for affecting consumer attitudes, behaviours and choices in an unconscious manner
(Aarts, Custer, and Veltkamp, 2008; Brasel and Gips, 2011; Chartrand, Huber, Shiv, and Tanner, 2008;
Friedman and Elliot, 2008; Fitzsimons, Chartrand, and Fitzsimons, 2008; Pickering, McLean, and
Krayeva, 2015; Sela and Shiv, 2009). The purpose of this brand priming is that consumers engage with
the attributes of the personality of a specific brand (Aaker, 1997, Ferraro, Bettman, and Chartrand, 2009).
The brand personality portrayals typically trigger buyer's impressions of the brands as elements that go
hand in hand with their personal inspirations, attributes, cognizant will, feelings, and intentions
(Puzakova, Kwak, and Rocereto, 2013). The placebo effects of the brands have been responsible for
affecting the attitude towards the brands in spite of the impactful priming activities.
2.4 Role of brand-related beliefs and advertisements in the formation of an attitude toward the
advertisement brand
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Exploration of the effects of advertisements and the role of beliefs related to brands and advertisements in
the development of an attitude towards the advertisement brand has been a significant concern to the
marketing scholars for decades. But, in addition to this, the literature based on the brand attitudes is very
widely distributed and the area of focus has been extremely fragmented. This has ensured that the
effectiveness of the process, the functioning of the cognitive processes and all the elements involved are
studied with an omission of the joint effect of these variables, thus resulting in disconnected literature.
The primary criteria of influencing the brand attitude by the advertisements are to engage the consumers
for a long-run reaction, changing their perceptions, of the quality, satisfaction and value and thereby
establish successful, lasting consumer-brand relationship. Ad execution formats have been widely
recognized as useful tools for strategic advertisement managements by many advertisement agencies
(Vaughn, 1980; Chandy et al., 2001; MacInnis et al., 2002). Furthermore, research in the field of
advertising has assessed the role of evaluating the responses or the assumptions of the ads as a predictor
of the attitudes towards certain brands (MacInnis et al., 2002; Batra and Ray, 1986; Holbrook and Batra,
1987; Edell and Burke, 1987; Homer and Yoon, 1992; MacKenzie et al., 1986; MacKenzie and Lutz,
1989; Stayman and Aaker, 1988). Indeed, there has been a variety of scales of ad response which have
been developed to characterize the consumer's assessment of ads (e.g., Schlinger, 1979; Aaker and Norris
1982). Also, the consumer may have a stronger attitude towards the brand's ability to deliver its claims.
Furthermore, the effects of advertisements are critical to the formation of attitudes. The attitude of the
brand image is, therefore, the final and most definite outcome of all the theories and how they influence
each other.
2.5 Challenges faced by the advertisers in maintaining the brand attitude
The customer's satisfaction has a more significant effect on brand loyalty and brand attitudes.
Additionally, it is also perceived that the corporate image and the attitude imparted towards specific
advertisements had posed to have impacted the brand attitudes. Moreover, the product involvement,
which is the general level of interests, should be distinguished from the product evaluations, which could
be positive or negative in reaction to the specific product. Extremely negative or positive brand attitudes
impede the relevant knowledge search by functioning as decision heuristics or processing "shortcuts." To
further highlight the brand attitudes, the negative or positive image enables the consumers to form quick
judgments on the attitudes without assessing the existing belief systems. Hence, with the strongly valence
brand image attitudes, the consumers are not motivated enough to redeem the accompanying information.
The area of the research and the limitations examine the influence of the branding strategies that tend to
cause negativity in addition to certain marketing and publicity effects. When the negative publicity of the
brand image orients with the premise of a brand attitude, it certainly interacts in order to establish the
patterns of the effect of the negative publicity on the specific brand evaluations. The brand image and
attitude have thereby become a significant business activity. Therefore, the consumer's knowledge formed
from these brand image and advertisements may influence the way they assume and think about the
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brand. Hence, the advertisers face such critical challenges which need to be explored and managed to
their advantage. Thus, the advertisers should be apprehensive with consumers' brand image and ad
knowledge due to its potential to impact the knowledge pertaining to that brand.
III. CONCEPTUAL FRAMEWORK
A conceptual framework (see Fig. 3 Conceptual Model) is constructed by author based on theoretical
background and their related background knowledge. In this area, the Aaker's Brand Equity Model and
Keller's Brand Equity Model is used with respect to the development of the conceptual model by
featuring the hidden determinants of brand attitude and brand imagery to our specific context. Those
authors recognize different determinants of Initial attitude development (1) the procedure, in the sense of
a particular course, through which ultimate objectives are gratified, and (2) results or satisfaction of true
objectives. All antecedents positively add to brand attitude formation.
The Brand equity model of Aaker as shown in figure1 is modelled on five classes of brand resources
which are
•Brand loyalty.
•Brand awareness.
•Perceived quality.
•Brand Associations.
•Other proprietary assets
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Aaker decides the five classes as the fundamental determinants of brand equity that conveys positive or
negative value to the consumer-brand association. Every category can be viewed as a brand resource that
generates value; however, the model aims to concentrate on brand awareness, familiarity, and perceived
quality. It's of indispensable significance to comprehend the two determinants that significantly contribute
towards the underlying attitude development of the consumer and makes an estimation of the brand; these
are the pointers as shown in diagram (Aaker, 1996:8).
Another basis of our conceptual model is Keller’s Customer-based brand equity pyramid. Kotler and
Keller contend that the establishment of brand equity is shaped by the brand knowledge of the consumers.
Brand knowledge empowers the consumer to separate brands and guides the mind and reaction to
marketing exercises because of this knowledge (Kotler and Keller, 2006:278). The motivation behind
why brand equity happens and how advertisers can make this is observed in Keller's definition:
"Customer-based brand equity occurs when the consumer has an enhanced state of awareness and
familiarity with the brand and holds solid, great, and exceptional brand associations in memory." Keller
named this as customer-based brand equity (CBBE) and built up a CBBE pyramid model, otherwise
called the "brand resonance pyramid" as shown in figure 2.
The point of the advertisers is to pass on their Brand by least difficult methods and to impart to their
consumers by making significant product and reputation. The foundation of these steps is imagery which
is one of the fundamental parts of making brand esteem. Brand Imagery is considered as a significant area
of study in this review. As indicated by Keller's Customer-Based Brand Equity model, "Imagery" alludes
to how well the brand addresses the issues of a customer on a social and mental dimension. The
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conceptive model in this review suggests that brand can address these issues specifically, from their
customer experiences with an item, or by implication, with brand positioning and brand priming, or with
word of mouth.
This conceptual framework allows the study to postulate the antecedents of brand attitude formation
(brand awareness, brand familiarity, perceived quality and brand consideration) and role of the brand
positioning and brand priming, towards brand imagery development. With regards to the conceptual
framework, the previously mentioned precursors of brand attitude formation are dependent variables,
except brand consideration. Nonetheless, advertising and WOM can be considered as moderating
variables.
In our model of brand attitude formation, brand awareness, brand familiarity and perceived nature of
brand are featured as key determinants that impact the Initial Brand Attitude Formation.
Another independent variable brand consideration is considered for the model (Baxendale et al., 2015).
All these antecedents of Brand Attitude Formation are influenced by Brand Communication Strategies
used by the brand such as advertising and word-of-mouth communication.
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Figure 3: Conceptual Model of Brand Attitude Formation by Brand Imagery
Figure 3: Conceptual Model of Brand Attitude Formation by Brand

IV. FINDINGS AND CONCLUSIONS
This research provides new insights into customer expectations of brand imagery and how it likely
influences their attitudes toward brands. This suggests that customers create a perception based on their
brand awareness and familiarity by watching advertisements, ultimately developing an initial attitude
towards the brand. The initial attitude can be sustained and transformed into the long-lasting customer-
brand relationship by various methods such as brand positioning and brand priming. Both of the branding
strategies can target customers and improve the brand image, brand imagery based on customer’s
feedback. All these antecedents with respect to the brand imagery development play a significant role in
creating a strong Brand attitude and brand image.
The suggested conceptual framework of brand attitude provides possible antecedents and moderators of
establishing a successful brand image to marketers by developing successful brand imagery. Regarding
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strong brand imagery and brand attitude, advertisers take competitive advantages from target markets.
Indeed, nowadays targeting customers is challenging for advertising to build brand image (Latif et. al,
2016) and sustain customer relationship for a long period of time. In this regard, this proposed framework
should assist advertisers to build brand imagery and sustain as well as maintain a customer-brand
relationship for a long period of time. The advertisers and brand managers will be able to focus on better
strategies for Imagery development tailored according to customer’s experience for achieving high
customer satisfaction, trust and attitudinal as well as behavioural loyalty that treated as an end result of
the brand image. We assume that with the help of this proposed framework, marketers will increase brand
image and positive customer’s attitude towards their brand. Further, we assume that this framework will
be highly acknowledged by customer-based brand equity.
The review concludes that brands can create a successful image and develop better advertisements by
understanding the correlation between brand attitude formation of consumers and brand imagery. It is
thus crucial that a consistent, transparent, unambiguous and a detectable balance are developed among the
internal features and the external determinants to avoid any inconsistencies that are predisposed in the
stakeholder's minds. These two factors are well linked and explored. Brands have a wider sphere of
influence; therefore, this review suggests the need for focusing on these areas for tailoring customer-
based products that can fit all the needs.
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Our Heritage ISSN: 0474-9030
Vol-68-Issue-1-January-2020
Role of Interactive Advertisement and Brand Image of Electronic

Products in Changing the Consumer Behavior with Special
Reference to Delhi
Ghanshyam Sharma1, Dr. Avjeet Kaur2 1

Ph.D Scholar, School of Management and Commerce, K.R.Mangalam University.
2Ph.D, Assistant Professor, School of Management and Commerce, K.R.Mangalam University.
Abstract
Consumer behaviour plays a very important role in Keywords: Interactive, advertising, brand,
today's market Scenario. Consumer behavior is image, consumer, behavior.
directly affected by so many factors and the Brand
image of any product is one of the most important
1. Introduction
factors. Advertising has been used by companies
Interactive advertising and marketing are utilized
for so many years which has a strong impact on
for communicating, exchanging/ delivering
consumer behavior. Interactive advertising and
company info to the prospective clients. It
marketing are actually a change from the more
generally offers info about the active advertising
conventional approach to advertising, which is
and marketing firm, its product properties, set of
based on customers recalling and seeing a
accessibility of its electric items, etc. Interactive
standard magazine ad or even listening about a
advertising is required for both the customer and
product on the radio. The goal of this study is
the seller. Nevertheless, this is much more
examining the effect of brand image and
important for sellers. In the modern era of mass
interactive advertisement on consumer purchasing
production, manufacturers cannot think of
behavior in Delhi NCR. Using Convenience
furthering the sale of their electrical goods without
sampling methodology, the questionnaire was used
marketing (Verma, Deepak, 2018) [1]. Interactive
to gather information. The sample size was 150.
advertising largely complements personalized
These were the consumers who were residing in
sales. Interactive advertising has achieved great
Delhi for last 10 years. Findings show that
interactive advertisement and brand image have a value in the contemporary world, where fierce
strong positive effect and a strong connection with competition in the market and rapid changes in
customer purchasing behavior. Consumers have a technology has taken place. (Nizam et. al, 2018)
positive attitude to view the brand image. [2]. The modern-day marketing conversation
centres around the demand for contemporary
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Copyright ⓒ 2020Authors
advertising to be customer oriented as well as to 1.1 Effect of Interactive advertising on

be worried about the requirements and desires of consumers Finding out how advertising impacts
the customer and hence, studying customer action
customers entails an understanding of (a) the
is crucial, for businesses, in getting achievement of primary practice by which active marketing
the electric products in the industry. The buyer is impacts clients as well as a results in brand
really viewed as the king for today's scenario of awareness, brand image, brand consideration,
promotion. Long gone are the occasions when brand choice, and sales, (b) The way the
companies are able to have offered a thing to the implications of advertisement actually spread with
Customers. Now a many days it is consumer the passage of time, (c) function of three unique
whose buying tastes determine what has to be active marketing press (for example, TV compared
generated, in what amount and what must be the to Interactive advertising), and (d) the task as well
calibre of the product a lot more or maybe much as impact of Interactive marketing (Shah et. al,
2018) [5]. Three types of effects are possible:
less, it all depends in the 4p's of marketing and
advertising mix as well as 4c's of client mix.
Compared with direct' seller to consumer sales' 
selling is really a numerous tier process (Desai, Behavioural Consequences
2019) [3]. Typical examples in these types are brand name
recognition (cognitive), brand positioning
Here the consumer/user is not in immediate
(cognitive, affective), anxiety choice (affection),
relationship with the salesman. Here the health care
and also brand choice (behavior), respectively. The
practitioner makes a decision on the behalf of
extent to which individuals known for marketing
patient/consumer, what merchandise have to be
and advertising can be known through these steps
purchased, in what amount, when being utilized
will depend on their ability and motivation as well
and just how long to customer. The goals of
as the messages they provide (Eelen et. al, 2016)
advertising are revealing the demands of customers
[6].
and fulfil them. The initial thing which has to be
What motivated their first interest in this particular
done for realizing this particular objective is
subject were the apparently extremely high levels
analyzing the behaviour of the customer. So, the
of advertising and marketing in certain industries
matter is actually finding a solution to this
in which the amount of (inherent) product
particular question "Why and from which goods or
differentiation seems to be small. From this
services are actually purchased and the way they
perspective, cases in which equilibrium amounts of
are used and discovered". (Kannan, 2017) [4].
advertising and marketing are actually decreasing
in the amount of product differentiation are
actually of particular interest. Obviously, an
262
immensely important role of Interactive marketing favorable perceptions and which could be utilized
(especially persuasive marketing) is increasing on the basis of the preference of the rational
aggregate demand. Their results suggest that in manufacturer. Folks get information about the
industries in which electronic products are pretty marketing strategy, the charm it provides, as well
comparable, firms will aim their advertising and as the interest it provides. An important concern
Interactive marketing efforts at heightening for the advertiser is, in fact, if advertising or
perceived product differences. Casual observation
perhaps commercial intent communicates
implies that there might be some validity in this
importance. (Domazet et. al, 2018) [10]. The
point; say, to differentiate the packaging of
receiver is actually seen as a quite active,
electronic items as well as to concentrate on these
participative participant of the communication
differences in advertising campaigns (Bolaños
process, whose ability and inspiration to
Melgar, 2016) [7]. In fact, in case the item doesn't
participate in, as well as evaluating the message, is
lend itself to true differentiation, Interactive
in fact quite large. Active marketing and
marketing becomes the necessary medium for
influencing demand. This will advise that advertising are really a difference from the much
advertising and differentiation are actually more traditional (and perhaps, boring) method of
substitutes in several bigger advertising decisions marketing, that is based on customers watching
(Banerjee, 2017) [8]. and remembering a regular magazine ad and even
studying about a merchandise on the radio.
1.2 Interactive Advertising and brand Interactive advertising and marketing are actually
preference about developing two-way interactions between
customer and brand, because the brand name has
Brand choice (or attitudes) can be seen as the
made advertising that usually requires the buyers
consumer's tendency for a brand name to depend
to react in some sort of uncommon way (not just
on the specific values that are activated at a
particular time. Generally, complete company going to a shop and purchasing the advertised
preference shouldn't change for more mature item) (Madhu Bala and Deepak Verma, 2018) [11].
makes, therefore the perception of brand interest

1.3 Advertising Effects on Brand
can be an excellent deal a lot more relevant, this’d
oftentimes particularly true of those identified The purpose of the advertisement is actually
businesses with few salient values related to them showing the identity and personality of the brand,
(García, Juan et. al, 2019) [9]. Interactive and the purpose of the advertisement is actually to
marketing is generally extremely informative & provide the initial category tickets to the company
current the customer with a selection of vital item through its entire lifetime. Advertising needs to be
qualities or perhaps features that would give rise to updated time to time as per the latest challenges
263
and changes in today's competitive scenario in techniques customers like, in this paper we utilize
terms of new methods, technology, creativity etc. Choice Based Conjoint Analysis (CBC). This
But these changes increase the stress on marketing technique requests that the respondents pick
as well as brand management (Amandeep, 2017) between various mixes of advertising components,
[12]. which speaks to run of the mill decision making
issue they face in regular day to day existence.
2. Literature Review Additionally, CBC offers us the chance to
Kushagra Pal (2019) [13] stated that investigate potential communications between
Advertisement plays an important function of an given components. Knowing which blend is
organization. Advertisements are in fact utilized to viewed as the most favored one could help
introduce a business, produce a brand as well as organizations to apportion their assets and make
position a company, product or service in the eyes promoting methodologies that will guarantee
of different purchasers from the different beneficial outcomes on their business execution.
established naturally competitive companies. The Hee, Ong & Yen,Woon. (2018) [15] stated that
sample for assessment chosen was 100. A the purpose of this special paper is to evaluate the
questionnaire was properly prepared to discover relationship between print service marketing,
the ad usefulness on consumer's actions. The end broadcast marketing, social media marketing as
result suggests that advertising is really beneficial well as customer purchasing behavior.
to develop the understanding among customers, Concentrating on the job of advertising press in
although they are unsuccessful to create helpful improving customer buying conduct, re-search was
perceptions in consumer's brain. Variables as put in the context of Malaysian foods as well as
customer perceptions in addition to brand drinks business. The respondents were comprised
consciousness about a certain device will persuade of customers of the meals as well as drinks retailers
as well as influence the buyer to buy a product, as within Malaysia, Johor Bahru. They undertook
there is a great relation exists between 2 of them. quantitative technique and further went for
Sormazet. al. (2019) [14] stated that the point of multiple regressions for analyzing the data.
their paper is to decide client inclinations towards Additionally, social media marketing was
various methodologies of Digital Marketing used discovered to be the strongest predictor of
to advance clearance of electronic gadgets customer purchasing behavior. The findings from
(workstations, tablets and so on.). The enthusiasm this analysis allow foodstuffs as well as beverage
for this sort of items is relied upon to increment operators to determine the right method of
later on; thusly it is basic for organizations to marketing to register consumer interest and
locate the most ideal approach to stand apart from subsequently improve their market share.
the challenge. So as to analyze which advertising
264
Asad, Raman. (2018) [16] stated that by analyzing well as brand loyalty in this analysis. The re-search
the outcome of Promotion as well as population includes customers who positively
Advertisement on the customer behaviors. The follow the highest public ratings based on
promotion and advertisements are utilized by information on the general performance of the
companies to improve the dimensions of the marketing of Turkish social networking brand on
prospective customers of any particular brand. The social networking communication channels
promotion and advertisement have sufficient including Facebook, Instagram and Twitter.
capability to affect the purchasing behaviors of Morgan et. al. (2018) [19] stated that marketing
prospective customers. Furthermore, it's Strategy is the most important part of today's
appropriate to state the advertisement is essential to marketing practices, where many challenges and
boost the amount of target customers as well as problems were identified by market experts and
knowledge of all the likely users of dental hygiene CMOs. They came up with another
products. Lin, Cheng-Ta & Chuang, Shuang- conceptualization of the domain and sub-domain of
Shii (2018) [17] stated that this particular analysis promoting technique by looking at the papers in the
intends to examine brand image, loyalty, intention six most powerful journals over the period 1999
and attitude towards customer purchase. The through 2017. The researcher has explored many
purposive sample has been adapted to this research untouched challenges in current marketing
and 300 questionnaires have been passed on to practices. Along with the challenges the researcher
undergraduate consumers with buying experience has also explored many untouched opportunities.
in e-commerce. You will get 185 responses and To guide such research, we construct another
only 183 valid responses. Our outcomes verify that examination motivation that gives researchers a
brand image has a good impact on the attitude of e- chance to develop new hypotheses, establish clear
commerce. In addition, we find that consumer significance, and improve practice.
buying attitude significantly affects purchasing Sunderaraj (2018) [20] stated that now a days, the
intention. Lastly, we show that buying significantly term marketing plays an important role between
affects the purpose as well as the loyalty of business and its customers. So as per the recent
customers. The contribution of this particular study competitive world, advertisement is a key tool for
has proved that brand impression impacts the capturing the customers with the help of latest
purchasing attitude of consumers. technology advancement. The purpose of this
Bilgin, Yusuf. (2018) [18] stated that the target of paper is to examine the advertisement impact on
this analysis was to examine the outcome of social behavior of consumer. Finding suggest it has been
Internet marketing activities on brand recognition, found that there is no relationship between the age
brand image, and brand loyalty. Additionally, it of the respondents and the level of advertising
aims to evaluate the impact on brand identity as effect and there is no relation between income and
265
satisfaction with the advertised product at the time The consumer perception along with the behavior
of use. Murty (2018) [21] stated that the brand is changing and therefore continuous monitoring
recognition has transformed to a crucial variable should be measured simultaneously.
which has an influence on customer's perception of Chaudhry et. al, (2017) [24] stated that print
any brand. Terms have a diverse effect on defining marketing plays really a powerful function for
the meaning of text in customer perception. The altering consumer's purchasing behavior with
brand image of academics as well as practitioners successful use of various methods including bill
is the driving force of brand performance along boards, graphical representation of brands;
with market experience. The powerful brand offers Attractive versions are employed and many other
the possibility of doing business to establish itself related things are done for the tourist attraction of
on the market, away from the risk of competitive even more consumers. Brand image itself
actions by other businesses. Brand equity is a participates in a progressive task to change the
concept of the eighties. It is the end result of purchasing behavior of the consumer. Bakatoret.
business strategies used by organizations. al (2017) [25] stated that this particular paper
Subroto et al. (2018) [22] stated that the main examines the connection between marketing as
objective of this paper is to examine the difference well as brand loyalty. Additionally, mediation
between brand selection decisions before and after dimensions are in research: brand loyalty and
changes in consumer choices in brand selection. perceived quality. Information was collected
The sampling technique used was non-probabilistic through an Internet survey. The data collected was
sampling in addition to the sampling scale of 540, processed with the help of T test analysis,
which included 270 owners for the brand correlation analysis and regression analysis. Again,
‘Pantene’, in addition to 270 owners for the brand the findings show a reasonable effect of marketing
Rejoice. The outcomes from this particular analysis on brand loyalty. Normal, satisfactory results are
recommend the mindset of individuals before ad obtained. Specific limitations with online surveys
serving had an impact on modifications that are a did not affect research results.
couple of in the option decision. This particular Domazet et al. (2017) [26] stated that for
evaluation is actually essential for net contemporary business circumstances, the
entrepreneurs to constantly realize consumer company sends the marketing email of its through
perceptions. Hudaket. al (2017) [23] stated that different tools of promotion, and thus the various
advertising is usually referred to as something for media. Among the tools of marketing is financial
businesses to affect the consumer's notion to the propaganda (advertising), that has a selection of
preferred path. The present industry circumstance press including TV, billboards, newspapers, radio,
is recognized by dynamism, growing customer and internet. The target of this study is
energy, along with competition that is rigorous. investigating the effect of multiple media of
266
marketing on customer understanding of brand and for both the brands. Barger et al. (2016) [29]
to explore that effect in terms of the socio stated that the aim of this paper is to review all
demographic qualities of the respondents. The marketing literature on social media which affects
techniques applied for the job are historical as well the consumer engagement. It has been considered
as investigative (online) methods and fields and as a significant domain of research in the works of
from February to April 2017 a total of 690 worry in Schultz and Peltier (2013). Since 2010 a
respondents from Serbia are included. The lot of research has been done on consumer
outcome demonstrates that TV has the strongest engagement.
effect on brand recognition. The web and billboard Hrablik et al. (2015) [30] stated that the paper
follow, while radio and newspapers are probably works with the outcomes of the main investigation
the weakest influence. The results indicate that in whose objective was examining the effect of brand
terms of gender, age, income and education of the on influencing customers to buy a service. The
respondents, you will find factors to evaluate the purpose of the paper is to emphasize the fact that
effect of TV, newspapers, radio, billboards and the company has influence on the customer
also the internet to customer understanding of the decision making process. Original core data within
emblem in an alternative fashion. Banerjee (2017) the main research were collected using the
[27] stated that in this particular paper the quantitative technique of the questionnaire. The
researcher explored a number of factors which selected group of 1,250 respondents belonged to
affects consumer behavior and also, he discussed quantitative exploration. Partial results of complex
that advertisement can be a great tool to attract investigations conducted between 2009 as well as
consumer towards any particular product. The 2014 are controlled by the information in the
researcher has done study on cosmetic products for paper. The main investigation was carried out in
which he used questionnaire for data collection. Slovakia in 2014 over a period of 6 weeks. Based
The sample size is 80 consumers of cosmetic on the above-mentioned subject area of
products. Regression and SPSS were used for data investigation, 2 hypotheses focused on the
analysis part. connection between the age of the respondents
Aberdeen (2016) [28] stated that in this paper the were developed. They have found that the
preference for branded items as well as brand
researcher studied the performance of brand
origins depends on the age of the customers. Latif
image on consumer behavior and their purchasing
et al. (2015) [31] stated that in their particular
intention.
research describe the conceptual framework of the
This paper consists of two brands Coca Cola and brand image which is a mixture of antiqued ants
Big Cola. The sample size is 100 respondents. plus moderators. It produces differential results for
Finding Suggest that brand image is positively
associated with the consumer purchase intention
267
consumer outcome on customer-based brand equity between satisfaction level and education of the
in the hospitality business in Bangladesh. respondents. H3=There is no significant difference
between Satisfaction level and Marital status of the
3. Objectives respondents.
1. To examine the impact of brand image and

advertisement on consumer buying behavior. 5. Research Methodology
2. To find the role of Interactive Advertisement and There are so many research methods used as per
Brand Image of Electronic products in changing the subject, so in this particular study the
the Consumer Behavior. researcher has used quantitative approach so that
meaningful results can be developed. It is
4. Conceptual Framework Model necessary to collect data from various sources for
any study. The researcher has used both primary
The research has designed a conceptual
and secondary data for this study. The researcher
framework model for this study. This model has
has developed a questionnaire for the collection
been designed with the help of some past
of primary data. In which there were questions
literature, related theory and model. The model is
related to consumer behavior, brand image and
based on dependent and independent variables in
interactive advertisement. The secondary data
which the First is Dependent variable and second
was collected from internet sources, e-books,
is independent variable. The model is depicted
magazines, journals etc. The researcher has used
below:
Convenience random sampling method for data
collection through a primary source of between
brand image and interactive advertisement on
consumer behavior the researcher has used
correlation analysis, regression analysis and
ANOVA.
6. Results & Discussion
6.1 Descriptive Statistics

Demographic profile is playing crucial job of brand
Based on the framework the following hypothesis reputation and commercial on customer behavior.
was framed: H1=There is no significant difference
The Table 2 shows the demographic profile of
between level of satisfaction and age of the
customers.
respondents. H2=There is no significant difference
268
Our Heritage ISSN: 0474-
9030
 Gender
Table 1. Demographic profile of the respondent
SN Gender Number of Respondents
1 Male 85
2 Female 65
Total 150
From the above table it is clear that out of 150 clear that the ratio of male respondents is higher
respondents, 65 respondents are females and than females.
85 respondents are males. It is also clear that
 Age
AGE
Valid Below 20 20 13.3%
20-30 25 16.6%
30-40 30 20%
40-50 48 32%
Above 50 27 18%
Total 150 150
From the above table it is cleared that, out of of 40-50 Years which is highest number of
150 respondents, 13.3% means 20 the respondents. 18% means 27 respondents
respondents are under 20 years of age.16.6% belong to the age group of above 50 Years. It is
means 25 respondents belongs to the age group cleared Marital Status that the age group of
of 20-30 years. 20% means 30 respondents 40-50 has the highest number of respondents
belongs to the age group of 30-40 Years. 32% and Below 20 age group has the lowest number
means 48 respondents belong to the age group of respondents.
 Marital Status
Marital Status
Valid Married 107 71.3%
Un-Married 43 28.6%
Total 150 150
269
Marital Status may be the major element for respondents are Un-Married. It is also cleared that
customer behavior. From the above table it is the ratio of Married respondents is higher than Un-
cleared that out of 150 samples, 71.3% means 107 Married. Education
respondents are married and 28.6% means 43
Education
UG 78 52%
Degree 36 24%
Valid PG 25 16.6%
Professional 21 14%
Illiterate 15 10%
Total 150 150
Education has a great impact on consumer respondents are profession in various areas. 10%
behavior. From the above table it is cleared that, means 15 respondents are illiterate. It is also
out of 150 respondents, 52% means 78 cleared that maximum number of respondents are
respondents are under graduated. 24% means 36 Undergraduate and the lowest number of
respondents at least have a degree. 16.6% means respondents are illiterate.
25 respondents are post graduated. 14% means 21
 Occupation
Occupation
Valid Not Working 34 22.6%
Employee (Govt) 22 14.6%
Employee (Private) 26 17.3%
Business 48 32%
Agriculture 20 13.3%
Total 150 150
Career is a tremendous element in effect of brand government employees. 17.3% means 26

image and consumer Behavior. From the above respondents are working in private companies.
table it is cleared that, out of 150 respondents, 32% means 48 respondents are running their own
22.6% means 34 respondents are not working in business in various sectors. 13.3% means 20
anywhere. 14.6% means 22 respondents are respondents belongs to agriculture. It is also
270
cleared that maximum number of respondents are are from agriculture field.
businessmen and the lowest number of respondents
 Annual Income
Annual Income
Valid > 15000 40 26.6%
Rs. 15000 to Rs. 35000 52 34.6%
Rs. 35000 to Rs 55000 26 17.3%
Rs. 55000 to Rs. 75000 20 13.3%
< 75000 12 8%
Total 150 150
Annual Income is a tremendous impact of brand is also cleared that maximum number of
reputation as well as ad on customer behavior. Out respondents are earning between15000 to 35000
of 150 respondents, 26.6% means 40 respondents per month and the lowest number of respondents
are earning below 15000 per month. 34.6% means are earning above 75000 per month.
52 respondents are earning between15000 to 35000 6.2 Correlations Analysis
per month. 17.3% means 26 respondents are Correlation analysis is considered as a statistical
earning between 35000 to 55000 per month. 13.3% phrase for testing the suggested hypothesis
means 20 respondents are earning between 55000 produced from a theoretical framework model that
to 75000 per month. Only 8% means 12 is commonly used. The result of correlation
respondents are earning above 75000 per month. It analysis is given below:
Table 2. Correlations
271
**. Correlation is significant at the 0.01 level (2- with Interactive marketing. Thus, the end result
tailed).
suggests that customer purchasing behaviour effect
Correlation analysis plays a really important role on Interactive marketing experiencing correlation
in the tenor of analyzing the impact of brand value is.297**, amount of substantial ie quantity
reputation and customer purchasing behavior in and 0.000 of respondents are 150. The results
this particular study. The first research hypothesis support this specific theoretical structure model.
about whether brand image has a significant and 6.3 Regression Analysis
positive impact with interactive marketing. Several regression analysis designs are viewed as
According to the end result the brand image is very the statistical term. This particular statistical term
effective on interactive marketing which is of regression analysis is revolving around variables
experiencing correlation value is. 213**, amounts like customer buying behaviour and brand
of substantial ie quantity and 0.000 of respondents reputation. The outcome of model summary is
are 150. Next research hypothesis is significant provided below:

and positive impact of customer buying behaviour
Table 3. Model Summary
In this particular product summary, the primary keeping the importance of.374, the R of its square I
predicate is customer buying behavior and brand e.138, adjusted R square i.e., 127 plus common
reputation. Consequently, according to the results error of the evaluation is 1.96774. The outcome of
of the model summary regression is denoted by R ANOVA is provided below:
Table 4. ANOVA
272
This particular ANOVA outcome operates through part of the ANOVA is the regression and the
multiple regressions analysis models. The primary recurring squares (63.874 and 4.967), keeping the
performance of ANOVA is typically used for quantity of squares i.e. (137.436 and 848.321), df
variance in the product with the aid of frequency. i.e. (another 148). The result of the coefficient is
This particular frequency is denoted by F ie. The given below:
degree above 11.991% is 0.000. Another auxiliary
Table 5. Coefficients
a. Dependent Variable: Interactive Advertising The 7. Conclusion

outcome of coefficient analysis is associated with 2 It has been concluded that Interactive advertising
components. The first one part is the standardized plays a really crucial impact in producing
coefficient along with the other standardized consciousness with regard to brand image in the
coefficients. In this particular research, researchers mind of customer. The procedure for Interactive
analyze the largest predicators to review to identify advertisement is utilized for altering the customer
the impact of interactive marketing on brand buying behavior which adds value to the
reputation and consumer behavior. The final result organization. It can be seen from the analysis that
states that the very first predicate is the brand interactive advertising in real sense is affecting the
image with the coefficient i.e.,156 having behavior of the consumers with the help of brand
significance, the level of sufficient is 0.000 and the image. So, one can say that it is the brand image on
next predicator.187 and the degree of significant which the decision to decide the brand is
is.000. Thus, it is analyzed that both these 2 depending. This particular brand basically
variables are actually necessary to increase the showcases quality, credibility and brand
sales of the organization, for the value of their achievements in the market. The contribution of
goods or perhaps the value and services of the the highest level of management is important for
marketplace. development and advancement of advertising
techniques related to improving the brand image of
273
theirs in the head of customers that immediately Which Medium by Taking Concept of Ads,
and also indirectly replace the consumer's buying International Journal of Sales &Marketing
behaviour. Through good use of interactive Management (IJSMM) ISSN (P): 2319-4898;
marketing, consumer's behavior plays a dynamic ISSN (E): 2319-4901Vol. 7, Issue 1, Dec-Jan
role in analyzing business brand image. Product 2017; 1-12.
sales, along with the organization's performance,
6. Eelen, Jiska & Rauwers, Fabienne & Wottrich,
are tied to the good attitude of customers leading to
Verena & Voorveld, Hilde & Noort, Guda.
business achievements. Business success in the
(2016). Consumer Responses to Creative Media
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Advertising: A Literature Review.
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10.1108/978-1-78560-313-620151001
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7. BolañosMelgar, Leandro &Elsner, Robert.
(2016). A Review of Advertising in the 21st
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International Journal of Management (IJM)
Volume 11, Issue 5, May 2020, pp. 669-677, Article ID: IJM_11_05_060
Available online at http://www.iaeme.com/ijm/issues.asp?JType=IJM&VType=11&IType=5
Journal Impact Factor (2020): 10.1471 (Calculated by GISI) www.jifactor.com
ISSN Print: 0976-6502 and ISSN Online: 0976-6510

DOI: 10.34218/IJM.11.5.2020.060
© IAEME Publication Scopus Indexed
IMPACT OF ADVERTISING AND BRAND ON

CONSUMER BUYING BEHAVIOUR WITH RESPECT TO
WHITE GOODS
Ghanshyam Sharma*
Ph. D Scholar, School of Management and Commerce,

K.R. Mangalam University, Haryana, India
Dr. Avjeet Kaur
Assistant Professor, School of Management and Commerce,

K.R. Mangalam University, Haryana, India
*Corresponding Author Email: gs280459@gmail.com
ABSTRACT
The research specifically focuses on the effect of brand image and ads on
consumer’s buying behaviour towards electronic products (Washing Machines,
Inverters, and Microwave ovens). Further, this proposed work finds out the factors
that are affected by the brand image and ads and ultimately impact consumer buying
behaviour. The reasons for choosing electronic products (Washing Machines,
Inverters, and Microwave ovens) are because of the increasing preference of
customers towards these products. The study would help the readers to know the
consumer buying behaviour in specific to electronic products like washing machines,
Microwave ovens, and inverters, based on which the policymakers or advisors of the
organizations can make suitable strategies to advertise the products and brand
establishment in a better way in the competitive environment.
Key words: Advertisement, Brand Image, Consumer Buying Behavior, Electronic
Products, Home Appliances.
277
http://www.iaeme.com/IJM/index.asp editor@iaeme.com
Ghanshyam Sharma and Dr. Avjeet Kaur
Cite this Article: Ghanshyam Sharma and Dr. Avjeet Kaur, Impact of Advertising
and Brand on Consumer Buying Behaviour with Respect to White Goods.
International Journal of Management, 11 (5), 2020, pp. 669-677.
http://www.iaeme.com/IJM/issues.asp?JType=IJM&VType=11&IType=5
1. INTRODUCTION
The brand image is a deduced framework that can determinedly affect people's buying
practices and advancement fills in as a principle driving force for all endeavours as it is a
significant source to arrange one's business commitments in the minds of the customers [1].
The customer durables industry is a champion among the most powerful and speediest.
creating organizations in India and is seen as one of the most critical industries over the globe.
Indian Consumer Durables part is tremendous in scope – including the scope of the family
unit and modern hardware – forced air systems, clothes washers, TVs, air coolers, fridges,
PCs and a wide scope of other families/indigenous apparatuses and accommodations [2].
Practically over 65% of the complete income for the division originates from the urban
populace and the rest from the country network. It is seen that shoppers are very brand
cognizant while settling on the acquisition of customer durables to dodge present buy
frustration related to the nature of such items and their presentation [3]. The purchasers are
affected fundamentally by commercial when the end objective is to accomplish the better of
the two universes, i.e., quality and value [4]. Subsequently, the significance of promoting and
brand image development in the shopper durables industry can't be undermined inferable from
the tremendous extent of the business and the flicking purchaser desires inside this division.
In this way the present investigation endeavors to investigate how buyers see diverse
customer solid brands and how brand image and publicizing can impact their buy choice,
particularly with regards to white products [5].
Each business person dreams to make his/her association a notable brand. Be that as it
may, this can't be practiced except if significant ventures are made in limited time exercises
wherein commercials are ruling the buyer showcase at present. The essential target of a
promoter is to arrive at planned shoppers and affect their frames of mind, mindfulness and
purchasing conduct [6]. For this reason, humongous capital is spent to hold the enthusiasm of
the clients in their business contributions.
2. LITERATURE REVIEW
278
2.1. Overview of Advertising and Brand Image
In the present-day current society, promoting expect a striking job in the showcasing of
products and enterprises. Publicizing is a medium through which correspondence is activated.
It tends to be enlightening and enticing; using the new or broad communications to provoke
buyers to purchase merchandise and enterprises. Promotions serve to create a top of the mind
familiarity with a brand, which further empowers brand review [7][8]. So also, Brand image is
of pivotal essentialness to any business substance, and the quality of a brand empowers an
association to effortlessly sell certain items without noteworthy endeavours required to
convince clients dependent on a few promoting systems. As characterized by [9], "a brand
image is an abstract mental image of a brand that is collected by buyers." In the expressions of
[10], a brand image can be seen as a depiction of the idea of the organization that passes on
representative importance to the respective customers through the obvious traits of the item or
administration. In this regard, embraced an examination of the effect of promoting through
computerized mediums on the customer discernments identified with a specific brand. [11]
Contemplated the effect of big-name supports as a method of promoting brand image
improvement in Chinese young people. They perceived acclaim, great image, and the
presence of consistency amongst the brand image and big-name image as the fundamental
constituents which advertisers ought to consider while choosing brand endorsers [12].
Chaudhary et al. [13] looked into the effect of print promoting on Brand Image improvement.
[14] Concentrated to investigate the effect of commercials on brand inclination in the white
merchandise part.
2.2. Advertisement Effect on Consumer Buying Behavior
Wherein the specialist contemplated the effect of promoting on customer purchasing conduct
in Savakis. In a comparable setting, [15], in her investigation, the Forever Living beautifying
agent intends to know the effect of promoting purchaser purchasing conduct with explicit
reference to the item. Completed the exploration of the effect of various types of ads and
special instruments offered by the pharmaceutical business on Consumer Purchase conduct.
Later on, embraced an investigation on the effect of Advertisement on purchasing practices of
the shoppers inside the Cosmetic Industry in broke down the effect of notices on buyers
purchasing conduct as for the acquisition of customer durables, for example, iceboxes and
clothes washers.
279
2.3. Impact of Brand Image on Consumer Buying Behavior
As talked about in the past area, promoting affects customer purchasing conduct. On
comparative grounds, this segment talks about the perspectives on the current scientists on the
effect of the brand image on buyer buy choices. In this regard, embraced an investigation on
the effect of the brand image from a purchaser's viewpoint and pursued a contextual analysis
of Louiss Vuitton-Moet Hennessy (LVMH). [16] directed an exploration to look at the degree
to which cell phone brands can impact the purchasing choices of shoppers. In their
investigation, inspected the effect of commercial and brand image on purchaser purchasing
conduct in Nigeria. An exploration to look at the connection between buyer purchasing
conduct and some different develops identified with marking with regards to the footwear
business of Punjab, Pakistan. Concentrated to decide the effect of apparent value, item quality
and brand image on the purchaser buy the choice of Japan's hardware and the degree to which
are these connections are intervened by customers trust [17]. Accordingly, the investigation
highlighted that there is no immediate impact of the brand image of the buy choice; rather, it
is intervened by client trust.
3. METHODS OF DATA COLLECTION

The quantitative aspect of the current study is based on the primary data collection via a self-
structured questionnaire. A close-ended questionnaire the best tool for retrieving quick and
effective responses from the population. The opinion on the consumption of electronic home
appliances was discerned from the survey using 5 Likert scales. The sample unit of the study
was users of all home appliances in the NCR region. The example populace was consumers
aged 21–50 years. The following sampling was adopted to cover for covering a sample size of
80. The sample for the current study was somewhat heterogeneous, as it included men,
women, and people from different distances, educational status and occupation and income
groups of regular and occasional buyers. Further, the responses retrieved from close-ended
questionnaires are easier to understand, code and analyze, which increases the reliability of
the research. The study was conducted in the Croma Store of NCR region covering Gurgaon,
Faridabad, Noida, Greater Noida, Ghaziabad, and Delhi.
280
Gender
Frequency Percent Valid Percent Cumulative Percent
Valid Male 33 41.3 41.3 41.3
Female 47 58.8 58.8 100.0
Total 80 100.0 100.0
Figure 1 Gender demographic profile
4. DATA ANALYSIS
4.1. Aim
The aim is to assess the advertising and brand image impact on consumer buying behavior of
electronic products in home appliances in Delhi.
4.2. Objective
The core objective of the research methodology is to find out and highlight the effect of
branding and advertising on consumer buying behavior by employing an efficient method. To
do so following null hypothesis has been drawn: -
H01: No important impact of various media formats on the purchase decision of white goods
H02: No significant connection amongst the demographic profile of clients and purchase
decision
4.3. Respondents Demographic Profile
Gender: According to the responses received from the respondents, the gender ratio of the
collected data of male vs. female is 4:6 wherein the male contribution is 33 (41.3%) whereas
female contribution is 47 (58.8%). In general, the gender approach towards shopping is
always different. Their perspective, motives, considerations, and rationales are also
significantly different from each other. This could be because of their socialization and
upbringing with various several factors. Here in the survey, significant numbers of female
respondent 47 have participated in figure 1.
Age Group: Age group is the group in which respondent current age falls in. Here for the
study, significant numbers of the respondent age are in between 21 to 30 years 25 (31.3%)
281
followed by 31 to 40 years 17 (21.3%), 41 to 50 years 17 (21.3%), 51 to 60 years 17 (21.3%)

and more than 60 years 4 (5%). Age is also called a sign of survival. It brings wisdom and
knowledge. In this report, respondent from all age group has been considered for analysis
because every stage or phase of life has its own essence and experience to share their views.
From the collected data, it can be easily seen that youngsters are more prone towards
shopping as compare with the elder generation.
Education: Education profile of the respondents is being looked as the procedure through
which people learn the market place working, so that the ability of consumer purchase
behavior can be judged. For the gathered information, most of the respondents 37 (46.3%) are
graduate (bachelor degree) followed by Master's Degree and above 18 (22.5%) and
intermediate 17 (21.3%). Only few respondents are high school pass out 6 (7.5%) or
uneducated 2 (2.5%). Hence, it can be estimated that 90% of the respondents are educated and
know which product to shop especially in-home division.
Annual Income: Income of the respondents tells the ability to spend. As per the collected
data, 45 (56.3%) of the respondent’s annual income is greater than Rs. 700,000 lakhs
followed by Rs. 5 lakhs to Rs, 7 lakhs 30 (37.5%). Remaining respondent 5 (6.3%) salary is
less than Rs. 1lakhs. Hence it can be concluded that 94% of the respondents buying power is
significant. Marital Status: It is one of the important demographic attributes which can
influence consumer buying behavior of the home segment. Different marital status
respondents, responses differently to the other attributes of home segment. As per the data
significant number of the respondents 40 (50.0%) are unmarried followed by married 29
(36.3%) and divorced 11 (13.8%).
Purchased home Appliance: As per the responses more than 50% respondents 42 (52.5%)
buys home appliances where 38 (47.5%) respondents don’t buy home appliances. Major part
of the data who doesn’t buy home appliances is male respondents.
Purchased Electronic: As compared with buying home appliance, 70% of the respondents
said yes for buying electronics whereas 24 (30%) of the respondents said that they don’t buy
electronic products. Here it can be concluded that irrespective of the gender, 70% respondents
buys electronic products.
Own Products: Buying behavior of a consumer is the process in which a group or an

individual use, select or dispose products, ideas, services or exchange to fulfil their
282
requirements or desires. Carrying own product is an important factor for a company to

understand the decision process of a buyer It could be an individual or a group of people. As
per the responses received, microwave is the product which is being owned by the 29 (36.4%)
respondents significantly followed by inverter 27 (33.8%). Other than these two products,
respondents have oven 6 (7.5%), refrigerator 2 (2.5%), and washing machine 1 (1.3%). There
are few other products 15 (18.8%) which respondents are owning.
Search Information about the Product: As per the respondents, children 45 (56.3%) are the
ones who search for the product before buying followed by spouse 24 (30%). There are only 7
(8.8%) respondents who search for the information of the product by themselves followed by
parents 4 (5%).
Source of Information Collection: Different people have different source of collecting

information. As per the collected data most of the respondents 49 (61.3%) collect information
from reference groups followed by media or advertising 27 (33.8%). It has been seen that
most of the people conceal their knowledge in the dependence of the internal or external
sources like friends and families, advertisement, social media, etc. and decide of buying is
basically basis on their knowledge or information they received or world of mouth.
Media Channel to Communicate for Advertisement: Here data reveals that, lot of
respondents 29 (36.3%) use internet to get information about the product followed by radio 28
(35%) and hoarding 19 (23.85). Only 4 (5%) respondents are interested in reading information
through print media.
Brand name is the most important criteria affecting the purchase decision of white goods:
As per the respondents 75 (93.8%) agreed in getting affected because of the brand name
whereas only 5 (6.3%) of the respondents said they don’t go with the brand name while
making decision for purchase.
Advertisement helps in creating favorable brand image: Online advertisement is an

instrumental in building brands and escalating traffic for any organization to gain success. As
per the response’s significant numbers of the respondents 55 (68.8%) agreed on advertisement
helping in creating favorable brand image whereas 15 (18.8%) respondents don’t agree on
advertisement helping in creating favorable brand image. 10 (12.5%) respondents are neutral
in responding on advertisement helping in creating favorable brand image. Irrespective of the
283
type of the advertisement, it can be concluded that advertisement do help in creating favorable
brand image and influencing CBB.
4.4. Factors Determining the Buying behavior of White Goods
Factors contributing in influencing or determining consumer buying behavior are as follows:

accessibility (47.5%), guarantee and warranty (38.8%), after-sales service (36.3%), color
(33.8%), design (30%), advanced features (27.5%), credit facility (25%) and size (21.3%) in
table 1.
Table 1 Factors determining the buying behaviour of white goods
Factors determining the buying behaviour of white

goods
More Less More Less
Important Important
Factors Important Important Important Important
Accessibility 38 20 20 47.5% 25.0% 25.0%

Durability 1 26 51 1.3% 32.5% 63.8%
Design 24 45 9 30.0% 56.3% 11.3%
Advanced features 22 33 23 27.5% 41.3% 28.8%
Comfortability 15 36 27 18.8% 45.0% 33.8%
Size 17 60 1 21.3% 75.0% 1.3%
Colour 27 37 14 33.8% 46.3% 17.5%
Price 4 36 38 5.0% 45.0% 47.5%
Credit facility 20 45 13 25.0% 56.3% 16.3%
Guarantee and warranty 31 22 25 38.8% 27.5% 31.3%
terms
After-sales service 29 29 20 36.3% 36.3% 25.0%
Hypothesis Testing based on ten responses received from the Respondents

H01: No important effect of various media formats on the buying decision of white goods
Vs.
H11: An important effect of various media formats on the purchase decision of white goods
To evaluate the effect of various media formats on the purchase decision of white goods one-way
ANOVAs has been done on 80 data points in table 2.
Table 2 To evaluate the effect of various media formats on the purchase decision of white goods
one-way ANOVAs has been done on 80 data
284
ANOVA
Sum of Mean
Squares df Square F Sig.
1. I like advertisements Between Groups 4 3 1.233 0.663 0.006
Within Groups 141 76 1.859
Total 145 79
2. Advertisement creates Between Groups 2 3 0.626 0.480 0.007
awareness regarding quality of Within Groups 99 76 1.303
products
Total 101 79
3. It makes easy to understand the Between Groups 12 3 4.078 2.672 0.005
product features Within Groups 116 76 1.526
Total 128 79
4. Advertisement creates awareness Between Groups 1 3 0.422 0.360 0.008
about product availability Within Groups 89 76 1.173
Total 90 79
5. I often want consumer white goods Between Groups 0 3 0.053 0.052 0.010
seen in an advertisement Within Groups 77 76 1.018
Total 78 79
6. Advertisement increases the Between Groups 0 3 0.071 0.066 0.010
frequency of purchase Within Groups 81 76 1.070
Total 82 79
7. I feel that exposure to Between Groups 22 3 7.346 3.615 0.017
advertisements has enhanced my Within Groups 154 76 2.032
involvement in purchasing
Total 176 79
8. I mostly purchase durable goods Between Groups 4 3 1.450 1.243 0.030
shown in advertisements Within Groups 89 76 1.166
Total 93 79
9. I feel television advertisements Between Groups 0 3 0.153 0.218 0.009
make the purchase of the durable Within Groups 53 76 0.702
goods easier
Total 54 79
10. Advertisement increases the Between Groups 8 3 2.634 2.897 0.041
credibility of the product Within Groups 69 76 0.909
Total 77 79
11.Advertisements represent the Between Groups 31 3 10.252 8.233 0.000
benefits of the product Within Groups 95 76 1.245
Total 125 79
12. Advertisements encourage me to Between Groups 12 3 3.845 7.332 0.000
spend beyond their income Within Groups 40 76 0.524
Total 51 79
13.Advertisements create confidence in Between Groups 1 3 0.311 0.234 0.872
me for the product Within Groups 101 76 1.330
Total 102 79
Hence over all it can be concluded that at 95% confidence level, results are significant.
Therefore, it can be inferred that there is an important effect of different media formats on the
purchase decision of white goods. H11 (alternate hypothesis) is accepted.
285
H02: No important relationship between the demographic profile of customers and purchase
decision
Vs.
H12: An important relationship between the demographic profile of customers and purchase
decision
Relationship has been checked between the purchase decision and the various
demographic profile of the respondents in the below table. To do so Bivariat correlation has
been used at 95% confidence level on 80 respondents. In total there are 14 demographic
variables has been utilized to find the relationship amongst purchase decision and various
demographic profiles of respondents. As per the results all the variables of the demographic
profile like gender (0.009), age group (0.006), education (0.008), annual income (0.044),
marital status (0.003), purchased home appliance (0.01), purchased electronic (0.002), own
products (0.008), search Information about the Product (0.011), source of information
collection (0.009), media channel to communicate for advertisement (0.006), brand name is
the most important criteria affecting decide to purchase of white goods (0.044) and
advertisement helps in creating favourable brand image (0.046) is significant (p-value ≤0.05).
Hence at 95% confidence level it can be conclusive of that there is an important relationship
among demographic profile of customers and purchase decision. H12 is accepted in table 3.
Table 3 Purchase Decision details
Purchase Decision
Variables Pearson Correlation Sig. (2tailed) N
Purchase Decision 1 80
Gender 0.009 0.009 80
Age Group 0.053 0.006 80
Education 0.023 0.008 80
Annual Income 0.087 0.044 80
Marital Status 0.120 0.003 80
Purchased home Appliance 0.187 0.010 80
Purchased Electronic 0.153 0.002 80
Own Products 0.023 0.008 80
Search Information about the Product 0.182 0.011 80
Source of Information Collection 0.016 0.009 80
286
Media Channel You Communicate for

0.306 0.006 80
Advertisement
Brand name is the most important

criteria affecting the purchase decision 0.087 0.044 80
of white goods
Advertisement helps in creating

0.083 0.046 80
favorable brand image
5. CONCLUSION
As brand image and promotion are assuming a significant job in any business to make it
fruitful hence the centre motivation behind this study is to investigate the effect of brand
image and advertising on Consumer Buying Behavior. In light of this study, the researchers
presumed that, individuals in NCR mindful about various brands of small appliances.
Information about small appliances varies dependent on the age level. Since the item isn't
accessible for physical confirmations just advertisements are a source to impact and it impacts
and draws in the consumers. The job of the advertisement is significant in effecting the
purchasing behavior of the consumers. The promotion ought to be real, right and serve the
educational needs of the consumers. An important device, or local machine, is normally
classified as a giant machine that accomplishes some standard housekeeping tasks, which
includes objectives, for instance, cooking, nutritional security, or cleaning, whether it is a
Family unit, institutional or mechanical setting. Significant appliances are separated from
small appliances since they are enormous, hard to move, and for the most part, fixed set up
somewhat. Another incessant quality of significant appliances is that they may have generous
power prerequisites that require uncommon electrical wiring to supply higher flow than
standard electrical outlets can convey.
REFERENCES
[1] Malik, Muhammad & Ghafoor, Muhammad & Hafiz, Kashif & Nisar, Qasim & Hunbal, Hira
& Noman, Muhammad & Ahmad, Bilal. (2013). Impact of Brand Image and
Advertisement on Consumer Buying Behavior. World Applied Sciences Journal. 23. 117-
122. 10.5829/idosi.wasj.2013.23.01.824.
[2] Keller, Kevin Lane (2014). “The Brand Report Card,” Harvard Business Review, 78
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(January–February), 147–54.
[3] Dasar, P., Hundekar, D., & Maradi, M. (2013), Consumer Behavior on Consumer Durables
with reference to Bijapur District, Global Journal of commerce and management
perspective; 2 (1): 36-46.
[4] Rai, N. (2013). Impact of Advertising on Consumer Behaviour and Attitude with
Reference To Consumer Durables. International journal of management research and
business strategy ISSN 2319-345X Vol. 2, No. 2.
[5] Frank, Thomas (2015). The Conquest of Cool: Business Culture, Counterculture, and Hip
Consumerism. Chicago: University of Chicago Press.
[6] Gladwell, Malcolm (2017). The Tipping Point: How Little Things Can Make a Big
Difference. Boston: Little, Brown and Company.
[7] Ingavale, D. (2013). Impact of Advertisements on Purchase Decision of Youth with

reference to Consumer Goods. Advances in Management. 6. 36-40.
[8] Ingavale Deepa R., (2013). Impact of Advertisements on Purchase Decision of Youth with
reference to Consumer Goods. Advances in Management, Advances in Management,
6(9).
[9] Riezebos, (2003)”. A brand image is a subjective mental image of a brand shared by a
group of consumers”, p. 63.
[10] Winarso, S. (2012). Pengaruh Nilai Pelanggan dan Citra Merek serta Hambatan Berpindah
Terhadap Kepuasan dan Loyalitas Pelanggan Maskapai Penerbangan Lion Air di Bandara
International Sepinggan Balikpapan. Surabaya: Program Pascasarjana Universitas
Airlangga.
[11] Chan, K., Ng, Y. L., & Luk, E. K. (2013). Impact of celebrity endorsement in advertising on
brand image among Chinese adolescents. Young Consumers, 14, 167-179.
[12] Roberts, Kevin (2015). The Future beyond Brands. New York: Powerhouse Books.
[13] Chaudhry et al. (2017). Impact of Print Advertising on Brand Image and Consumer Buying
Behaviour. Journal of Marketing and Consumer Research www.iiste.org Vol.41, 2017.
[14] Mustafa Karadeniz (2013). The Effects of Advertisements on the Consumers’ Brand
Preference of White Goods.
[15] Mwakasege, Getrude. (2015). Influence of Advertising on Consumer Buying Behaviour:

Case Study of Forever Living Cosmetics Products. 10.13140/RG.2.1.2302.6329.
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[16] Zaltman, Gerald (2017). How Customers Think: Essential Insights into the Mind of the
Market. Cambridge, MA: Harvard University Press.
[17] Linda L. and Eric J. Arnould (2016). “Commercial Friendships: Service Provider–Client
Relationships in Context,” Journal of Marketing, 63 (October), 38–56.
289
Appendix -III
Biography
NAME: GHANSHYAM SHARMA
Date of Birth: 28.04.1959
MOB NO: 9811134910
9312247334
Father’s Name: Late Shri Bhagwan Das
Mother’s Name: Late Smt. Savitri Devi
Permanent Address: A-903, AASTHA APARTMENT, Sector-6, Dwarka, New Delhi-110075
Academic achievements:
1. PGDBM equitant to MASTER OF BUSINESS ADMINISTRATION from Institute of
Management Technology, Ghaziabad in 1982-184
2. Post M. Sc (Diploma) in Electronics Engineering from Punjabi university, Patiala in
1981
3. M. Sc (Physics) with Electronics from Meerut University, Meerut in 1978-80
Certificate in International Business Management from Indian Institute of foreign Trade,

New Delhi in 1987
Professional experience:
1. MD of Shri Ram Hitech Components Pvt. Ltd since 1997.
2. Dy. General Manager of SAHA KEIL LTD from 1993-1997.
3. Regional sales Manager of UPTRON INDIA LTD from 1991-1993
4. Regional Manager of PUNSUMI INDIA LTD from 1986-1991
5. Sr. Execute (Marketing) of UPTRON INDIA LTD FROM 1984-1986
Professional Summary:
I currently head the entire business unit of SHRI RAM HITECH COMPONENTS LTD as the
Managing Director. Well qualified professional with over 36 years of experience managing
high level business. The firm has been in existence since 1997. I have been instrumental in
formulating and executing firm’s product strategy for the import markets and catering
towards wide array of products as a premium supplier for big brands. I have built an
extensive import market catering towards the electronics sector. Under my leadership, I
have been able to mark my presence as a leader in the Indian Market.
290
My focus has been for building revenue and business and customer focussed
performance and accomplished an edge in strategic planning, operations and marketing
in highly competitive, dynamic and challenging environments.
Ghanshyam is a recognized leader with an entrepreneurial spirit, curiosity and global

mindset. Developing partnerships across the innovation eco-system, identifying
opportunities for mutual success and crafting roadmaps intended to meet long term
goals are my inherent strengths. Recognized for spearheading market-facing functions
and processes required to effectively differentiate the company and optimize growth,
market share and propelling corporate tie-ups. I have been often accredited for
providing leadership, strategic transformation, and operational discipline for a wide
array of commercial functions. I stand at the forefront corporate operations and
strategic alliances.
Visionary, with track record for finding innovative ways to grow revenue and increase
margins of the firm. History of success, leading initiatives for sales, marketing,
advertising, product management, and import markets of the firm. I am known for
managing turn around projects with 100% success rate of different firms. Well versed in
presentations, accustomed to addressing clients, vendors, partners and board of
directors.
I stand at for propelling businesses and ROI.
Thanking You,
Ghanshyam Sharma
291
Appendix -IV
Biography
Dr, Avjeet Kaur is currently working as an Associate Professor in the
school of Management and Commerce at K.R. Managalam
University, Sohna Road Gurugram, Haryana. She has awarded Ph. D
{Management), M. Phil (Management), M. Com (B&IM), PGDBM and
B.Sc degrees from various prestigious universities. She has more
than 15 years of teaching experience at U.G., P.G. and Post P.G.
levels. Her areas of interest are Human Resource Management,
Principles of Management and Entrepreneurship development. She
has pen down more than 15 research papers in reputed National
and International Journals. She has actively participated in various National. International
Conferences, Workshops and Symposiums, in addition, she has guided several SIP (Summer
Internship Program) students in MBA Program and is at present guiding 3 PhD scholars. She has
closely worked and interacted with a large number of stalwarts and luminaries from various top
institutions of the country in various disciplines of Management.
292
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IMPACT OF ADVERTISEMENT AND BRAND IMAGE ON

CONSUMER BUYING BEHAVIOUR OF ELECTRONIC PRODUCTS-

Thesis submitted for the award of the degree of

Under the supervision of

Department of Management Studies

Date: .................................................................... Signature & Name of the Candidate

Date: .................................................................... Signature & Name of the Supervisor

Ph.D. thesis ii K.R. Mangalam University

Ph.D. thesis iii K.R. Mangalam University

Ph.D. thesis iv K.R. Mangalam University

3.4.4 Sample Size 87

Ph.D. thesis v K.R. Mangalam University

3.5 Questionnaire Development 88

Ph.D. thesis vi K.R. Mangalam University

4.4.3 T-Test: Service Team Behaviour 120

Ph.D. thesis vii K.R. Mangalam University

4.8.7 Correlation between Factors 151

Ph.D. thesis viii K.R. Mangalam University

Figure TITLES Page. No

Ph.D. thesis ix K.R. Mangalam University

4.10 Multiple Regression –Dependent Variables: Brand Influences 161

Ph.D. thesis x K.R. Mangalam University

Table. TITLES Page.

Ph.D. thesis xi K.R. Mangalam University

4.30 ANOVA – Income Vs. All Factors 133

Ph.D. thesis xii K.R. Mangalam University

List of Symbols, Abbreviations

AMA - American Marketing Association

Ph.D. thesis xiii K.R. Mangalam University

List of Publication in refereed journals

4. Interpreting 1. Ghanshyam International Volume 05, 5.75

Ph.D. thesis xiv K.R. Mangalam University

The respondents were the consumers or households using electronic home

The main factors identified were consumer involvement, product features,

The correlation analysis proved that consumer involvement, product features,

Ph.D. thesis xv K.R. Mangalam University

Ph.D. thesis xvi K.R. Mangalam University

In recent years, Indian consumers have undergone a dramatic change in their

Consumers before purchasing electronic home appliances such as washing

Like other consumer products, for electronic home appliances also

Ph.D. thesis 1 K.R. Mangalam University

As a social need, electronic home appliances such as washing machines,

Ph.D. thesis 2 K.R. Mangalam University

1.2 Electronic Home Appliances Industry in India

The growing technical knowledge among the consumers compels the

Ph.D. thesis 3 K.R. Mangalam University

1.3 Electronic Home Appliances Consumption in India

Electronic home appliances such as television, refrigerators, etc. have almost

1.4 Consumer Behaviour

Ph.D. thesis 4 K.R. Mangalam University

evaluating consumer behaviour goes beyond advertising and marketing approaches to

Consumer behaviour may be defined as “the decision process and physical

The consumer buying behaviour process involves need analysis, information

Ph.D. thesis 5 K.R. Mangalam University

The consumer buying behaviour towards electronic home appliances would be

1.5 Advertisement Influence

Advertisement is one of the most influential tools or media to attract and

Like other consumer products, advertisement plays an important role in the

Advertising is a form of communication for marketing and used to encourage,

Advertisements play important role in the current competitive world. Every

Advertisements are used by various organisations for various purposes. It may be

Ph.D. thesis 6 K.R. Mangalam University

of a particular product v) to announce any exchange offers or buyback offers. vi) to

One of the forms of advertisement is celebrity endorsement where the company