Managing changing attitudes of consumer on buying preferences a strategic evaluation of quality service factor

32
Volume 2, Issue 2 (February, 2014)
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
PeerReviewedJournalofInter-ContinentalManagementResearchConsortium
http://www.icmrr.org
MANAGING CHANGING ATTITUDES OF CONSUMER ON BUYING
PREFERENCES: A STRATEGIC EVALUATION OF ‘QUALITY SERVICE’ FACTOR
G.V.CHANDRA MOULI 1
JUTURU VISWANATH 2
1
Research Scholar, Department of Business Management, Yogi Vemana University, Kadapa, A.P. India.
2
Research Scholar, Department of Business Management, Yogi Vemana University, Kadapa, A.P. India.
ABSTRACT
Consumer preferences toward a product or service are always dynamic. Even marketing people gives high
value for the assessment of these changing attitudes. Consumer attitudes are always difficult to evaluate
including brand switching. Improved quality in the form of better features and services can save the
companies from this panorama. This level of changing attitudes of consumers is sky-scraping particularly
in globalized economies like India. Competition analysis is also closely associated with understanding
these typical changing attitudes of consumers. In simple this factor decides the product life cycle. The
present exertion deals with assessing various factors which results in attitudinal changes among consumer
buying preferences and influence of quality-service factor on managing changing attitudes of consumers
with reference to super market segment.
Keywords: Consumer, Marketing, India, Buying preferences, Quality-Service factor, Super market.
Introduction:
Buyer preferences are always unique and more over they are dynamic. Due to increased incomes and
changing standard of living the intensity towards shopping has enormously increased. In this context
supermarkets occupies a vital role, visiting those supermarkets and spending some time is obviously
unavoidable. From essential commodities to home needs, requirement may be different the buying is a
common component where consumer preferences decides the fate of product sales. Marketing analysts
formulates many typical strategies to attract consumers and try to make them as loyal towards buying the
specific company products. Indian consumers are so calculated and expect more from the product sellers.
Even the manufacturers are also committed to this principle and intend to attract the consumers with the
formulae called think Indians and deliver the products/services.
Due to the effect of globalization, with the entry of private corporate giants in retail business changed the
scenario of supermarkets in India. They know how best can serve the Indian consumers. These big malls
grab the attention of the consumers and mesmerize them to shop there. Generally in India, family
visiting‟s at the time of shopping is common phenomenon. It‟s a big advantage to the supermarkets, but in
case of general retail stores it may not happen. Thus supermarkets are at positive edge. The changing
attitudes of consumers adversely affect on the product sales and sometimes on its survival. There are
different factors influences the consumers buying preferences like availability of the product/service,
advertisements, offers, competitor product prices, packaging, substitutes etc.
Supermarkets have well designed structure inform of space to walk around with aesthetic visibility
encapsulates the interests and attention of the buyers. Irrespective of the age the consumers may have this
tendency i.e. changing attitudes towards a product/ service. This study deals with strategic assessment of
the notion called managing changing attitudes of consumer on buying preferences through recommending
strategic imperatives with regard to quality-service factor.
ISSN:2321-0346 - Online ISSN:2347-1670- PrintIMPACT FACTOR VALUE: 0.612

33
Literature Review:
Service quality measurement is ever contemporary issue and consumer motives can be easily predicted
(Cronin, J. J., Taylor, S. A., 1992). Services should meet the customer expectations with right efforts.
Customer can‟t wait for long time and this scenario makes the companies to run (Davis, M. M., 1991).
Customer satisfaction enormously increases the company‟s brand image and sustains its growth rates. The
presence of risk factor in terms of customer satisfaction stresses the need for continuous quality
improvement (Bauer, R. A., 1960). Understanding consumer psychology assists the marketing teams in
perfectly addressing changing attitudes towards a product or service (Berger, I., 1992). Consumer
decisions toward buying products/services based on many influencing variables like attitudes,
perceptions, aspirations etc basically this demands an integrative approach to study consumer buying
intentions (Hansen, T., 2005).
Consumer buying preferences are highly affected by their budget plans. The economic issues are always
influences purchasing tendencies of the consumer (Hauser, J. R., and G. L. Urban., 1986). The time of
repeated purchases of the consumer can be taken as a metric to understand their intentions with regard to
buying products/ services (Grewal, R., R. Mehta and F. R. Kardes., 2004). Enhancing consumer choices
will also positively effect on buying habits. It certainly encourages making them to buy more (Lee, J., and
L. V. Geistfeld., 1998). Market situations explain the marketing analysts to prepare for the best to meet
various needs of social classes along with keeping in mind changing preferences (Henry, P. C., 2005).
Consumer search behavior makes a lot of difference on purchasing decisions. This search increases the
intensity of changing choices in buying a specific product/service (Ozanne, J. L., M. Brucks, and D.
Grewal., 1992).
Consumer purchasing behaviors guided by many reliable variables, in fact it is a science (Erasmus,A.C.,
E. Boshoff, and G. G. Rousseau., 2001). Household purchasing decisions are based on socio-economic
sensitivities (Gronhaug, K., I. A. Kleppe, and W. Haukedal., 1987). There is a close relationship between
the product involvement and information search. This significantly explains buying preferences of
consumers in the perspective of market economics (Chaudhuri, A., 2000).
Significance of the Study:
Consumer buying preferences concept gained a lot of significance in terms of assessing product life cycle,
improvements and ultimately the one and only prime motto of marketing „deliver the best‟. In this regard
changing attitudes of the consumers may severely affect on product/service preferences. This study is
considered to address and analyze the managing typical consumer changing attitudes.
Methodology:
The objective of the study is impact of changing attitudes of the consumer on buying preferences with
regard to quality-service factor. Researcher adopted mixed random sampling method to select sample for
the study. Survey approach is used for the study. The study is carried out with following research
objectives:
(a) To study the reasons for the changing attitudes on buying preferences;
(b) To assess the impact of quality-service factor on managing changing attitudes and
(c) To study the interaction effect of consumer purchasing decisions and constructive consumer choice
processes;
Data is collected from the respondents by using interview schedule specifically designed for the purpose.
The supermarket segment in kadapa city of Andhra Pradesh is considered for the study to assess

34
consumer intentions. Kadapa city is located in the Rayalaseema Region of Andhra Pradesh State. The
consumers prefer super markets for buying home essentials than conventional retail stores. This scenario
explains the significant impact made by the super markets on common public. The researcher visited 10
supermarkets during the business hours and conducted survey on the purchasers who visits those shops.
100 respondents are selected randomly for the study. The questionnaire 18 items related to consumer
psychology of changing attitudes on buying preferences. The survey was conducted from December,
2103 to January, 2014. The observations are carefully recorded and tabulated. The tabulate data is
analyzed with various statistical tools like simple percentages, mean, standard deviation, coefficient of
variance, t-test and pearson correlation coefficient.
Analysis:
Table 1: Demographics of the Study
Demographic Factor Description Frequency Percentage
Population
Categorization
Male
Female
50
50
50
50
Age <15 Years
15 to 25 Years
26 to 35 Years
36 to 45 Years
45 to 55 Years
>56 Years
00
20
24
26
18
12
00
20
24
26
18
12
Income Level (P.M) <Rs.5000
Rs.5001 to 10000
Rs.10001 to 20000
Rs.20001 to 30000
Rs.30000 to 50000
>Rs. 50000
15
29
19
15
12
10
15
29
19
15
12
10
Educational
Qualifications
Illiterate
High School
Intermediate
Graduation
Post Graduation
Others
08
14
13
36
23
06
08
14
13
36
23
06
Source: Field Survey
Table 1 shows the demographics of the study. The total sample size is 100. Out of this 50 is male and
remaining female population. The ages of the respondents varies from 15 to 56. The income levels of the
respondents ranged from Rs.5000 (minimum) to 50000 (maximum). The respondents are from different
education backgrounds like starting from Illiterate to Post Graduation and other special professional
courses. The significant points from the above table are, Majority of respondent‟s age falls under 36 to 45
years, income level ranged between Rs.5001 to Rs.10000 and when it comes to the education, most of
them completed graduation.

35
Table 2: Comparison of the means between gender factor impressions on buying preferences:
t-Test: Two-Sample Assuming Equal Variances
Male 1 Female 2
Mean 6 5
Variance 12.88889 10.88889
Observations 10 10
Pooled Variance 11.88889
Hypothesized Mean Difference 0
Df 18
t Stat 0.648507
P(T<=t) one-tail 0.262423
t Critical one-tail 1.734064
P(T<=t) two-tail 0.524845
t Critical two-tail 2.100922
Table 2 clearly shows the impact of gender factor on buying preferences. Since the calculated t-value
(0.65) is less than the critical t value (2.1), implies that the two populations‟ means are equal and there is
no any significant difference of gender factor impact on buying preferences.
Table 3: Perceptions of the respondents toward changing attitudes on buying preferences:
Factor N Mean Standard Deviation Co-efficient of
Variation
Family Pressures 100 2.81 0.57 37.58%
Media Effect 100 2.93 0.65 34.43%
Income 100 3.92 0.53 39.55%
Price Variations 100 3.13 0.71 41.32%
Substitution Effect 100 3.87 0.69 32.66%
Seasonal Offers 100 2.97 0.55 37.87%
Special Occasions 100 3.91 0.74 40.39%
Social Status 100 3.63 0.79 42.41%
Table 3 visibly shows the perceptions of the respondents toward changing attitudes on buying
preferences. All the above mentioned eight factors collectively influence the buying preferences of the
consumers. The factor Income carries high mean 3.92 value, which indicates the decisive role played in
case of consumer buying preferences, followed by special occasions (Mean 3.91 and S.D 0.74),
substitution effect (Mean 3.87 and S.D. 0.69), social status (Mean 3.63 and S.D 0.79), price variations
(Mean 3.13 and S.D 0.71), seasonal offers (Mean 2.97 and S.D 0.55), media effect (Mean 2.93 and S.D
0.65) and family pressures (Mean 2.81 and S.D. 0.57).

36
Table 4: Impact of quality-service factor on managing changing attitudes of consumer:
Pearson Correlation Coefficients
S.No Quality – Service Factor Managing Changing Attitudes
(Order of Significance)
1 Comparative Analysis 0.993399 (2)
2 Product/Service Improvements 0.983444 (4)
3 Economic Concerns 0.988654 (3)
4 Shopping Attitudes 0.999424 (1)
5 Sales Persons Involvement 0.921551 (5)
Table 4 highlights the impact of quality-service factor on managing changing attitudes of consumer. All
the factors showed a close association and correlation values indicate the strength of relationship between
the Independent and Dependent variables. Following is the order of significance of quality service
concerns: shopping attitudes, comparative analysis, economic concerns, product/service improvements
and sales person‟s involvement.
Table 5: Interaction effect of consumer purchasing decisions and constructive consumer choice
processes:
Aspect Level of Influence
High Medium Low
Quality Concerns 62.14 19.32 18.54
Price Issues 60.51 21.73 17.76
Brand Effect 53.27 12.36 34.37
Loyalty 41.49 18.29 40.22
Cultural Impressions 45.26 20.51 34.23
Table 5 exhibits various aspects which have potential level of influence on constructive consumer choice
processes with regard to purchasing decisions. The highest influencing aspect is quality concerns (with
62.14 rate) followed by price issues (with 60.51 rate), brand effect (with 53.27 rate), cultural impressions
(with 45.26 rate) and loyalty (with 41.49 rate).
Results and Discussions:
 Majority of the respondents considered the income as a key factor, which decides purchasing
intentions of the consumer.
 The factors like media (includes television, newspapers, internet), family pressures (whenever a
consumer visits supermarkets with his/her family, the decisions regarding purchasing of a
particular product or service may change), price variations, availability of substitutes, end of the
season sales offered by the supermarkets and social status possess high impact on buying
preferences of the consumers.
 There is no any significant difference between the gender and age on buying preferences.
 Examinees positively expressed their responses toward changing attitudes on buying preferences
with special emphasis on quality concern.

37
 Consumers do comparative analysis of products/services before they purchase, looks for product
improvements on continual basis, economic concerns like family budget, shopping attitudes
(which may be high, moderate or low) and level of cooperation rendered by the sales people at
the time of shopping.
 Most of the respondents agreed with the statement „product quality element always attracts‟. Price
considered as secondary to them if product/service meets consumer expectations.
 Brand preference also influences the consumers toward taking purchasing decision. Consumer
loyalty depends on many environmental factors; it is not constant in nature.
 Culture creates a significant impact on buying preferences of the consumers; in fact it sometimes
appears as attitudinal changes.
Strategic Imperatives:
The following are the strategic imperatives suggested to ensure constant sales and improved image of the
product or service through managing changing attitudes of the consumer on buying preferences:
1. The marketing people should understand the ever-dynamic concept of „consumer buying
preferences‟ which is connected with their changing attitudes.
2. The consumer preferences always vary due to many influentials like family, friends and social
status.
3. The quality-service factor sustains the demand for the product/service even under tuff
competition times.
4. Price variations should meet the quality expectations of the consumers. Substitutes may also
affect demand and sales for the product/service.
5. Income level decides the purchasing decisions of the consumer. Due to increased income levels,
in the recent times the consumer attitudes are also gradually changing with respect to buying
preferences. A special attention is needed in this regard.
6. Occasional shopping must be encouraged. Special rates or discounts at the time of season end
sales or clearance sales may have less amount of influence on consumers. Because due to
increased awareness on these types of sales among consumers.
7. The product manufacturers should remember that the present consumer is so intelligent than the
past. That‟s what they are named as intelligent buyers.
8. Consumer believes more on comparative analysis of a product or service than buying directly
without having proper assessment.
9. Always the product should look like new one with the improved quality. Technological
advancements may assist in this regard.
10. Product reach in terms of price, location, quantity also have potential influence on consumer
attitudes.
11. Shopping attitudes of the consumer play a crucial role on product life cycle. Intelligent buyers are
always cautious in managing shopping intentions. Thus, this factor may also stress the need for
taking initiatives toward providing the quality-service.
12. Sales people should continuously involve in the process of motivating the consumers to buy more
and in encouraging the shopping habit. Deep concentration is required in managing the socio-
cultural issues.

38
Conclusion:
Consumer loyalty is now a billion dollar question? Even branded products/services are not in a position to
sustain their buyers. So rethinking in this regard is highly required and devising new strategies to manage
these changing attitudes on buying preferences are obviously inescapable scene. Consumer intelligence
variable is needed to be considered while framing marketing strategies by the manufacturers. Effective
relationships must be maintained by these product/service providers with the supermarkets in order to
raise sales and build impressive image among the minds of the consumers. “Thus, this scenario needs a
continuous assessment and proactive strategies”.
Scope for Further Research:
The present study is restricted to managing changing attitudes of the consumers on buying preferences
with regard to quality-service factor. So, there is abundant scope for exploration in this area like ethical
considerations on buying preferences, role of marketing communications, win-win strategy, emotional
bonding, attracting the consumer v/s image building etc.
References:
 Bauer, R. A. (1960). Consumer behaviour as risk taking. In Risk taking and information handling
in consumer behaviour, ed. D. F. Cox, 23–33. Boston, ma: Harward University Press.
 Berger, I. (1992). The nature of attitude accessibility and attitude confidence. Journal of
Consumer Psychology 1 (2): 103–24.
 Chaudhuri, A. (2000). A macro analysis of the relationship of product involvement and
information search: The role of risk. Journal of Marketing Theory and Practice 8 (1): 1–14.
 Cronin, J. J., Taylor, S. A. (1992). Measuring Service Quality: A Reexamination and Extension.
Journal of Marketing 56: 55–68.
 Davis, M. M. (1991). How Long Should a Customer Wait for Service? Decision Sciences, 22:
421–434.
 Erasmus,A.C., E. Boshoff, and G. G. Rousseau. (2001). Consumer decision making models
within the discipline of consumer science: A critical approach. Journal of Family Ecology and
Consumer Sciences 29:82–90.
 Grewal, R., R. Mehta and F. R. Kardes. (2004). The timing of repeat purchases of consumer
durable goods: The role of functional bases of consumer attitudes. Journal of Marketing Research
41 (1): 101–15.
 Gronhaug, K., I. A. Kleppe, and W. Haukedal. (1987). Observation of a strategic household
purchase decision. Psychology & Marketing 4 (3): 239–53.
 Hansen, T. (2005). Perspectives on consumer decision making: An integrated approach. Journal
of Consumer Behavior 4 (6): 420–37.
 Hauser, J. R., and G. L. Urban. (1986). The value priority hypothesis for consumer budget plans.
Journal of Consumer Research 12 (4): 446–62.
 Henry, P. C. (2005). Social class, market situation and consumers‟ metaphors of
(dis)empowerment identifiers. Journal of Consumer Research 31 (4): 766–78.
 Lee, J., and L. V. Geistfeld. (1998). Enhancing consumer choice: Are we making appropriate
recommendations? Journal of Consumer Affairs 32 (2): 227–51.
 Ozanne, J. L., M. Brucks, and D. Grewal. (1992). A study of information search behavior during
the categorization of new products. Journal of Consumer Research 18 (4): 452–63.

Managing changing attitudes of consumer on buying preferences a strategic evaluation of quality service factor

Recommandé

Recommandé

Contenu connexe

Tendances

Tendances (19)

En vedette

En vedette (18)

Similaire à Managing changing attitudes of consumer on buying preferences a strategic evaluation of quality service factor

Similaire à Managing changing attitudes of consumer on buying preferences a strategic evaluation of quality service factor (20)

Dernier

Dernier (20)

Managing changing attitudes of consumer on buying preferences a strategic evaluation of quality service factor