RETAIL CONSUMER INSIGHTS ON TVS PRODUCTS
RETAIL CONSUMER INSIGHTS ON TVS PRODUCTS
Authors:
Ms.U.ILAKEYA1, Mrs.B.LAKSHMI 2
M.BA Student - Panimalar Engineering College 1
Assistant Professor-Panimalar Engineering College 2
Abstract - This study investigates the key factors influencing purchase intention among retail consumers. The independent variables examined are price perception, product quality, brand awareness, promotion, and after-sales services. Customer satisfaction and brand trust serve as mediating variables in the relationship between these antecedents and purchase intention (dependent variable). Data were collected from 316 retail consumers.
Since the data did not conform to a normal distribution, non-parametric statistical techniques were employed, including Spearman's rank correlation, Chi-square test, Mann-Whitney U test, and Kruskal-Wallis test. The findings reveal that the independent variables significantly influence purchase intention, both directly and indirectly through the mediating variables. The results offer valuable insights for retail marketers and brand strategists in developing effective marketing strategies to enhance consumer purchase behaviour.
Key Words: Purchase Behaviour, Marketing Strategies, Retail Consumer, Customer Satisfaction, Brand Awareness