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7214
This work is published under Attribution-NonCommercial-ShareAlike 4.0 International License
International Journal of Informative & Futuristic Research ISSN: 2347-1697
Volume 4 Issue 8 April 2017 www.ijifr.com
Abstract
Demographic study is the study of human population. Demographic factors like age, gender, monthly income, occupation, educational qualification has a significant impact on the buying behavior of the customers while they decide to buy the particular brand of detergent powder and cake. It has been found after analysis of data that, the age and gender factor were inversely associated with the buying behavior. Monthly income and occupation factors were directly proportional to the buying behavior of the customers. No research can be full fill without considering the demographic study of the consumers undertaken for the study. The finding of the above research is also well supported by the previous researchers. My intention of writing this paper is to know whether there is an impact of demographic factor on the buying behavior of consumers when they decide to buy the particular brand of detergent powder and cake in the rural areas with special reference to Uttarakhand.
I. INTRODUCTION
Demographic studies are one of the most important studies in any field of research,
because it has a relation with the buying behavior of the customers. When we are taking
Impact of Demographic Factors on the Buying
Behavior of the Consumers Living in the Rural
Areas of Uttarakhand State: An Empirical
Study of Detergent Powder and Cake Paper ID IJIFR/V4/ E8/ 077 Page No. 7214-7228 Research Area Marketing
Key Words Age, Gender, Monthly Income, Educational Qualification, Occupation, Rural
Market, Detergent Powder And Cake
1st Arun Kant Painoli
PhD Research Scholar,
Bhagwant University
Ajmer, Rajasthan
2nd Dr. Y.P. Singh
Dean
Quantum School of Business,
Roorkee, Uttarakhand
7215
ISSN: 2347-1697
International Journal of Informative & Futuristic Research (IJIFR)
Volume - 4, Issue -8, April 2017
Continuous 44th Edition, Page No.: 7214-7228
Arun Kant Painoli, Dr. Y.P. Singh :: Impact of Demographic Factors on the Buying Behavior of the Consumers Living in the Rural Areas of Uttarakhand State: An Empirical Study of Detergent Powder and Cake
about the study of demographic factors –age, gender, monthly income, educational
qualification, occupation plays a significant role in influencing the buying behavior.
The decision to buy the particular brand and its effect on the demographic factors will
vary from the type of the product and its uses. It was observed from the various research
studies conducted by the different researcher in this field that the effect of the
demographic factors is seen less in case of the products which we frequently used in our
day to day life since the price of the products is low. Detergent powder and cake is one
of the most commonly used items in the category of the FMCG products which we all
are using in our day to day life. Since the price of the product is very low due to the
availability of the brands in small pack size, the income factor has a little importance in
the buying influence. As per as age factors and gender factors is concerned this too has
also little impact in the buying influence The purpose of writing this paper is to know
whether there is an influence of the demographic factor in influencing the buying
behavior of the customers when they decide to buy the particular brand of detergent
powder and cake in the rural areas. There is a huge potential in the rural market because
65-70 % of the people are living in the rural areas. In terms of penetration of FMCG
products in Rural India the, edible oil has shown highest penetration percentage and the
penetration percentages is 96%, followed by washing powder 90% and washing cake
85%. (Media Mart India 2010 by R.K. Swamy Media Group). The share of the rural
market in India in the FMCG sector is around 53% and expected to reach 60% in
coming future. By the 2025 the FMCG market in Rural India will hit 100 billion (Nelson
report 2012). The detergent sector in laundry care industry has grown from INR 157
billion in 2003 to INR 130 in 2011 and is registered a growth rate of 11% during that
period. The estimated level of the industry is expected to reach the level of INR 241
billion by 2017. (NPCS report 2014).
II. LITERATURE REVIEW
Abdul Ghafoor Awan and Nayyar Abbas (2015) in their finding stated that the
demographic factor like age, income and education have significant association with the
impulse buying behavior of the consumers. Lucia Vilčeková and Miroslav Sabo (2013) the author in their finding found that the consumers differ in their buying preference
according to their age, gender and educational qualification. The author also stated after
their finding that demographic information is very important in analyzing the buying
behavior of the customers. Rakesh Kumar (2014) in his finding stated that, as the
demographic factors of the consumers changes the behavior of the consumers also
change. The demographic factors like age, income, gender, educational qualification,
marital status and family background of the consumers have significant impact on the
purchase behavior of the consumers. G.Vani, M.Ganesh Babu and N.Panchanatham
(2011) in their investigation found that, the consumer buying behavior is affected by the
demographic factors like age, gender, marital status educational qualification and family
type and number of family members in the family. Sita Mishra , Rana, S. (2012) in their
7216
ISSN: 2347-1697
International Journal of Informative & Futuristic Research (IJIFR)
Volume - 4, Issue -8, April 2017
Continuous 44th Edition, Page No.: 7214-7228
Arun Kant Painoli, Dr. Y.P. Singh :: Impact of Demographic Factors on the Buying Behavior of the Consumers Living in the Rural Areas of Uttarakhand State: An Empirical Study of Detergent Powder and Cake
investigation found that, there is a effect of education, income and gender on the buying
behavior of the Indian consumers. Cole y, Amanda (2003) in his study measured the
relation of demographic factors like gender and in his study found that there are
similarities and differences on buying impulse between the gender groups. Fisher (1950)
in his research discovered the importance of demographic factors in consumer decision
making. Lee (2005) in his finding stated that the demographic factors like age, income,
gender, educational qualification play important role in the consumer decision and may
deviate from the general decision. Lyndall (1955) and Zwick (1957) investigated the
importance of demographic factors and they agreed that demographic factors should be
incorporated in all models of consumer behavior. Exter, p (1988) in his research stated
that, when marketers think about demographic factors they gain understanding about the
market and, it helps them in increasing the market size and ultimstely in the penetration
of the product. Tintin, (2013) in his study found that, there are four basic factors
influencing the buying behavior of the customers and these are: Personal, Social,
Cultural and Psychological. Swarna, (2012) in his study revealed that, that the buying
behaviors of the man and woman consumers are different. He also found during the
research that, the gender has an important role in the study of consumer behavior,
because both the genders have different like dislike and expectations.
III. RESEARCH OBJECTIVES
To study the Impact of Demographic Factors on the buying behavior of the consumers
while they decide to buy the particular brand of detergent powder and cake.
III. HYPOTHESIS FORMULATIONS
H1:- There is no significant association between the monthly income of the family with
respect to preferred brand of detergent powder and cake.
H2:- There is no significant association of the occupation of the people living in rural
area with respect to the preferred brand of detergent powder and cake.
H3:- There is no significant association of the gender of the people living in rural area
and the level of satisfaction with respect to the preferred brand of detergent powder and
cake
H4:- There is a significant difference between the age of the rural respondents and the
level of satisfaction with respect to preferred brand of detergent powder and cake
H5:- There is a significant difference between the educational qualification of the people
living in the rural area and the level of the satisfaction with respect to the preferred
brand of detergent powder and cake.
IV. RESEARCH METHODOLOGY
The primary data was collected with the help of structured questionnaire and the
secondary data with the help of books, journal, articles and information available in the
websites.
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ISSN: 2347-1697
International Journal of Informative & Futuristic Research (IJIFR)
Volume - 4, Issue -8, April 2017
Continuous 44th Edition, Page No.: 7214-7228
Arun Kant Painoli, Dr. Y.P. Singh :: Impact of Demographic Factors on the Buying Behavior of the Consumers Living in the Rural Areas of Uttarakhand State: An Empirical Study of Detergent Powder and Cake
1) Sample size: - To arrive at sample size statistical formula for descriptive research
has been undertaken. The Formula for calculating the sample Size for finite
Population (where the population is greater than 50,000) is as follows:
SS= {Z2 x (p) x (1 – p)} / C2
Where:
SS = Sample Size
Z = Z-value (e.g., 1.96 for a 95 percent confidence level)
P = Percentage of population picking a choice, expressed as decimal
C = Confidence interval, expressed as decimal (e.g., .03 = +/- 3 percentage points)
The total rural population of Uttarakhand state as per census 2011 is 7,025,583
A Z-value (Cumulative Normal Probability Table) represents the probability that a
sample will fall within a certain distribution.
The Z-values for confidence levels are:
1.645 = 90 percent confidence level
1.96 = 95 percent confidence level
2.576 = 99 percent confidence level
(Determination of sample size: - Source: C.R. Kothari- Research methodology pp
179-180 (2004)
With the help of this formula and by using the sample size calculator the sample size
which comes out for carrying this research is 1070
Hence based on this to equalize the distribution of respondents in the selected area a
total of 1080 respondents have been chosen for the proposed study.
2) Sampling Techniques: - The sampling techniques use in this research was
Stratified Random sampling. In this the stratified sampling technique is used to
avoid non overlapping of the strata.
3) Data Analysis: - The analysis was done with the help of cumulative percentage and
chi square test by putting the response in the (SPSS) software 16.00 version. Whole
analysis was done in this analytical software.
4) Respondents: - The respondents were the people living in the rural area of
Uttarakahnd in the age group of 18 and above age.
5) Area covered: - Whole Uttarakhand (Rural area)
6) Tool used for field survey: - Structured questionnaire.
V. DATA ANALYSIS AND INTERPRETATION
(a) Gender wise description of the respondents
Table 1:- Gender wise description of the respondents
Gender Frequency Valid Percentage
Female 530 49
Male 550 51
Total count 1080 100
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ISSN: 2347-1697
International Journal of Informative & Futuristic Research (IJIFR)
Volume - 4, Issue -8, April 2017
Continuous 44th Edition, Page No.: 7214-7228
Arun Kant Painoli, Dr. Y.P. Singh :: Impact of Demographic Factors on the Buying Behavior of the Consumers Living in the Rural Areas of Uttarakhand State: An Empirical Study of Detergent Powder and Cake
Interpretation: - Out of 1080 correctly filled questionnaire by the respondents, 530
(49%) filled by females and 550 (51%) were filled by males, in all the final set of
respondents had almost equal percentage of both the genders. The same has been
exhibited through the above cited pie chart. Therefore our sample represents the male
and female population equally to a large extent.
(b) Occupation wise description of the respondents.
Table 2:- Occupation wise description of the respondents
Occupation Frequency Valid Percentage
Private 272 25
Business 140 13
Govt 166 15
Agriculture 502 47
Total count 1080 100
.Interpretation: - In the case of occupation status 47 % the people are depended on
agriculture which represent the true picture of the village, 25% private occupation, 15%
are employed in the Government sector and 13 % of the respondents belong to business
occupation. Therefore from the above data we can conclude that our sample represent
the all occupation of people living in the rural area.
(c) Monthly Income wise description of the respondents
Table 3:- Monthly Income wise description of the respondents
Monthly Income Frequency Valid Percentage
Less than 5000 120 11
5100- 10000 200 19
10100-20000 247 23
20100-30000 172 16
30100-40000 144 13
40100-50000 115 11
50100-60000 78 07
Above 60000 4 0
Total Count 1080 100
Interpretation: - From the above data it is clear that the majority of the peoples living
in the rural area fall in the income group of 10100-20000 i.e. (23 %), followed by
income group in between 5100-10000 i.e. (19 %).In this series next income group fall in
between 20100- 30000 i.e. (16%), 11% in between 40100-50000 and 7 % in between
50100-60000. From the above cited data it is clear that the well distribution pool of
respondents indicating less skewed data with all likelihood of lesser sampling errors and
hence more appropriate representation of the population
(d) Age wise description of respondents
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ISSN: 2347-1697
International Journal of Informative & Futuristic Research (IJIFR)
Volume - 4, Issue -8, April 2017
Continuous 44th Edition, Page No.: 7214-7228
Arun Kant Painoli, Dr. Y.P. Singh :: Impact of Demographic Factors on the Buying Behavior of the Consumers Living in the Rural Areas of Uttarakhand State: An Empirical Study of Detergent Powder and Cake
Table 4:- Age wise description of the respondents
Age in Year Frequency Valid Percentage
18-25 270 25
26-35 302.4 28
36-45 194.4 18
46-60 237.6 22
Above 60 75.6 7
Total Count 1080 100
Interpretation :- A majority (28) % of the respondents belonged to the age group of 26-
35 followed by 25% belonging to the age group of 18-25 year , 22% in the age group of
36-45, 18% in the age group of 46-60 and 7 % belong to the age group above 60 years.
Hence we can conclude from the above cited figure that our sample represent the
population more appropriately leading to less skewed data and hence less sampling
error.
(e) Educational qualification wise description of respondents
Table 5:- Educational qualification wise description of the respondents
Educational qualification Frequency Valid Percentage
Below secondary 176 16
Secondary 124 11
Higher Secondary 210 19
Graduation 378 36
Post Graduation 168 16
Professionals 24 2
Total count 1080 100 Interpretation:- From the above data we can say that the majority of the respondents are
16 % Post graduation level and 2 % Professional. Therefore from the above cited we can
conclude that our sample represent the whole category more appropriately leading to less
skewed data and hence reduce the chance of sample error.
H1:- There is no significant association between the monthly income of the family
with respect to preferred brand of detergent powder and cake Case Processing
Summary
Table 6:- Table representing the relationship between the monthly income and preferred
brand of detergent cake
Cases
Valid Missing Total
N Percent N Percent N Percent
Monthly Income of the Family * Preferred
Brand of Detergent Cake used by the
respondents
1080 100.0% 0 0.0% 1080 100.0%
Monthly Income of the Family * Preferred
Brand of Detergent Powder used by the
respondents
1080 100.0% 0 0.0% 1080 100.0%
7220
ISSN: 2347-1697
International Journal of Informative & Futuristic Research (IJIFR)
Volume - 4, Issue -8, April 2017
Continuous 44th Edition, Page No.: 7214-7228
Arun Kant Painoli, Dr. Y.P. Singh :: Impact of Demographic Factors on the Buying Behavior of the Consumers Living in the Rural Areas of Uttarakhand State: An Empirical Study of Detergent Powder and Cake
Crosstab Count
Table 7:-Table displaying total count of responses with respect to monthly income and
preferred brand of detergent cake.
Preferred Brand of Detergent Cake used by
the respondents
Total
Rin Tide Garhi Local
Brand
Wheel Fena
Monthly Income
of the Family
Less than
5000 25 24 26 15 5 25 120
10000-
15000 40 60 50 20 9 21 200
20000-
30000 42 61 51 39 28 28 249
40000-
50000 35 46 24 24 21 23 173
5000-
10000 30 42 28 14 19 11 144
15000-
20000 16 37 32 6 18 5 114
30000-
40000 2 35 21 3 9 10 80
Total 190 305 232 121 109 123 1080
Chi-Square Tests
Table 8:- Table representing the Chi square test with regards to the monthly income and
preferred brand of detergent cake
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 82.844a 30 .000
Likelihood Ratio 92.164 30 .000
Linear-by-Linear Association 1.344 1 .246
N of Valid Cases 1080
a. 0 cells (0.0%) have expected count less than 5. The minimum expected count is 8.07.
Interpretation: - From the table 5.51, it is clear that the P value is .000 which is less
than the level of significance that is .05 and therefore as per P value approaches the null
hypothesis is rejected. It is therefore conclude that there is association between the
monthly incomes of the family with respect to preferred brand of detergent cake in rural
area of Uttarakhand
Crosstab Count
Table 9:- Table representing the relationship between the monthly income and preferred
brand of detergent powder
Preferred Brand of Detergent Powder used by the
respondents
Total
Rin
Tid
e
Garh
i
Ari
el
Van
sis
h
Hen
ko
Su
rf
Exce
l W
hee
l
Su
n
Lig
ht
Nir
ma
Su
rf
Fen
a
7221
ISSN: 2347-1697
International Journal of Informative & Futuristic Research (IJIFR)
Volume - 4, Issue -8, April 2017
Continuous 44th Edition, Page No.: 7214-7228
Arun Kant Painoli, Dr. Y.P. Singh :: Impact of Demographic Factors on the Buying Behavior of the Consumers Living in the Rural Areas of Uttarakhand State: An Empirical Study of Detergent Powder and Cake
Table 10:-Table representing the Chi square test with regards to the monthly
income and preferred brand of detergent powder
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 118.045a 66 .000
Likelihood Ratio 123.956 66 .000
Linear-by-Linear Association 2.819 1 .093
N of Valid Cases 1080
a. 25 cells (29.8%) have expected count less than 5. The minimum expected count
is .59.
Interpretation: - From the table 5.53, it is clear that the P value is .000 which is less
than the level of significance that is .05 and therefore as per P value approaches the null
hypothesis is rejected. It is therefore conclude there is association between the monthly
incomes of the family with respect to preferred brand of detergent powder in rural area
of Uttarakhand
H2:- There is no significant association of the occupation of the people living in
rural area with respect to the preferred brand of detergent powder and cake.
Case Processing Summary Table 11:- Case processing summary of preferred brand of detergent powder with respect
to the occupation of the respondents
Cases
Valid Missing Total
N Percent N Percent N Percent
Occupational Status *
Preferred Brand of
Detergent Cake used by
the respondents
1080 100.0% 0 0.0% 1080 100.0%
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ISSN: 2347-1697
International Journal of Informative & Futuristic Research (IJIFR)
Volume - 4, Issue -8, April 2017
Continuous 44th Edition, Page No.: 7214-7228
Arun Kant Painoli, Dr. Y.P. Singh :: Impact of Demographic Factors on the Buying Behavior of the Consumers Living in the Rural Areas of Uttarakhand State: An Empirical Study of Detergent Powder and Cake
Occupational Status *
Preferred Brand of
Detergent Powder used
by the respondents
1080 100.0% 0 0.0% 1080 100.0%
Crosstab Count Table 12:- Representing the cross tabulation of the occupation of the respondents with
respect to preferred brand of detergent cake
Preferred Brand of Detergent Cake used by
the respondents
Total
Rin Tide Garhi Local
Brand
Wheel Fena
Occupational
Status
Private 56 72 54 22 42 26 272
Business 17 54 33 14 13 9 140
Government
Employee 23 43 28 28 13 31 166
Agriculture 94 136 117 57 41 57 502
Total 190 305 232 121 109 123 1080
Chi-Square Tests Table 13:- Table representing the chi square test with respect to the occupation of the
people and preferred brand of detergent cake
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 43.975a 15 .000
Likelihood Ratio 41.958 15 .000
Linear-by-Linear Association .049 1 .826
N of Valid Cases 1080
a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 14.13.
Interpretation: - From the above table 5.56, it is clear that the P value is .000 which is
less than the level of significance that is .05 and therefore as per P value approaches the
null hypothesis is rejected. It is therefore conclude that there is association between the
occupations of the people living in rural area of Uttarakhand with respect to the
preferred brand of detergent Cake
Crosstab Count Table 14:- Representing the cross tabulation of the occupation of the respondents with
International Journal of Informative & Futuristic Research (IJIFR)
Volume - 4, Issue -8, April 2017
Continuous 44th Edition, Page No.: 7214-7228
Arun Kant Painoli, Dr. Y.P. Singh :: Impact of Demographic Factors on the Buying Behavior of the Consumers Living in the Rural Areas of Uttarakhand State: An Empirical Study of Detergent Powder and Cake
Chi-Square Tests Table 15:- Table representing the chi square test with respect to the occupation of the
people and preferred brand of detergent powder
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 100.025a 33 .000
Likelihood Ratio 100.180 33 .000
Linear-by-Linear Association 4.047 1 .044
N of Valid Cases 1080
a. 12 cells (25.0%) have expected count less than 5. The minimum expected count is 1.04.
Interpretation: - From the above table 5.58, it is clear that the P value is .000 which is
less than the level of significance that is .05 and therefore as per P value approaches the
null hypothesis is rejected. It is therefore conclude that there is association between the
occupations of the people living in rural area of Uttarakhand with respect to the
preferred brand of detergent powder.
H3:- There is a significant difference between the gender of the rural respondents
and the level of satisfaction
Crosstab Count
Table 16:- Cross tabulation of satisfaction level of the customers with respect to
gender.
Gender of Respondents Total
Male Female
Rate your satisfaction level
Strongly Agree 439 418 857
Agree 67 75 142
Neutral 29 25 54
Disagree 8 5 13
Strongly Disagree 7 7 14
Total 550 530 1080
Chi-Square Tests
Table 17:- Chi square test representing difference between the level of the customers with
respect to gender
Value Df Asymp. Sig. (2-sided)
Pearson Chi-Square 1.584a 4 .812
Likelihood Ratio 1.590 4 .811
Linear-by-Linear Association .012 1 .914
N of Valid Cases 1080
a. 0 cells (0.0%) have expected count less than 5. The minimum expected count is
6.38.
7224
ISSN: 2347-1697
International Journal of Informative & Futuristic Research (IJIFR)
Volume - 4, Issue -8, April 2017
Continuous 44th Edition, Page No.: 7214-7228
Arun Kant Painoli, Dr. Y.P. Singh :: Impact of Demographic Factors on the Buying Behavior of the Consumers Living in the Rural Areas of Uttarakhand State: An Empirical Study of Detergent Powder and Cake
Interpretation: - From the above table 5.60, it is clear that the P value is .812 which is
more than the level of significance that is .05 and therefore as per P value approach the
null hypothesis cannot be rejected. It is therefore conclude that there is no association
between the gender of the respondents and the level of the satisfaction with respect to
preferred brand of detergent powder and cake.
H4:- There is a significant difference between the age of the rural respondents and
the level of satisfaction
Crosstab Count
Table 18:--Cross tabulation of satisfaction level of the customers with respect to the
different age group.
Age of Respondents Total
18-25 25-
35
45-
60
35-
45
Above 60
Rate your satisfaction level
Strongly
Agree 197 250 191 156 63 857
Agree 49 33 25 24 11 142
Neutral 12 14 17 9 2 54
Disagree 5 4 3 0 1 13
Strongly
Disagree 4 5 4 1 0 14
Total 267 306 240 190 77 1080
Chi-Square Tests
Table 19: Chi square test representing difference between the level of the customers with
respect to different age group
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 18.811a 16 .279
Likelihood Ratio 21.718 16 .153
Linear-by-Linear Association 4.087 1 .043
N of Valid Cases 1080
a. 11 cells (44.0%) have expected count less than 5. The minimum expected count is .93.
Interpretation: - From the above table 5.62, it is clear that the P value is .279 which is
more than the level of significance that is .05 and therefore as per P value approach the
null hypothesis cannot be rejected. It is therefore conclude that, there is no association
between the satisfaction levels of the respondents with respect to the age of the different
customers living in the rural areas.
H5:- There is a significant difference between the educational qualification of the
rural respondents and the level of satisfaction
Crosstab Count
Table 20:-Cross tabulation of satisfaction level of the customers with respect to the
different age group
Educational Qualification Total Below
Secondary
Secondary Higher
Secondary
Graduation Post-
Graduation
Professional
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ISSN: 2347-1697
International Journal of Informative & Futuristic Research (IJIFR)
Volume - 4, Issue -8, April 2017
Continuous 44th Edition, Page No.: 7214-7228
Arun Kant Painoli, Dr. Y.P. Singh :: Impact of Demographic Factors on the Buying Behavior of the Consumers Living in the Rural Areas of Uttarakhand State: An Empirical Study of Detergent Powder and Cake
Rate
you
r
sati
sfact
ion
lev
el Strongly
Agree 145 102 167 293 139 11 857
Agree 21 14 25 59 22 1 142
Neutral 10 6 11 17 8 2 54
Disagree 2 1 2 5 3 0 13
Strongly
Disagree 3 0 2 6 3 0 14
Total 181 123 207 380 175 14 1080
Chi-Square Tests
Table 21:- Chi square test representing difference between the level of the customers with
respect to different educational qualification
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 9.654a 20 .974
Likelihood Ratio 10.756 20 .952
Linear-by-Linear Association .642 1 .423
N of Valid Cases 1080
a. 14 cells (46.7%) have expected count less than 5. The minimum expected count is
.17.
Interpretation: - From the above table 5.64, it is clear that the P value is .974 which is
more than the level of significance that is .05 and therefore as per P value approach the
null hypothesis cannot be rejected. It is therefore conclude that, there is no association
between the satisfaction levels of the consumers and the qualification of respondents
living in the rural areas.
H12:- There is a significant difference between the monthly of the rural
respondents and the level of satisfaction
Crosstab Count
Table 22:-Cross tabulation of satisfaction level of the customers with respect to the
monthly income of the respondents.
Monthly Income of the Family Total
Less
than
5000
10000-
15000
20000-
30000
40000-
50000
5000-
10000
15000-
20000
30000-
40000
Rate your
satisfaction
level
Strongly
Agree 94 154 206 133 108 100 62 857
Agree 20 26 26 23 23 12 12 142
Neutral 5 14 8 15 9 1 2 54
Disagree 1 3 4 1 1 1 2 13
Strongly
Disagree 0 3 5 1 3 0 2 14
Total 120 200 249 173 144 114 80 1080
Chi-Square Tests
Table 23:- Chi square test representing difference between the level of the
customers with respect to the monthly income of the respondents
Value Df Asymp. Sig. (2-sided)
Pearson Chi-Square 28.626a 24 .235
7226
ISSN: 2347-1697
International Journal of Informative & Futuristic Research (IJIFR)
Volume - 4, Issue -8, April 2017
Continuous 44th Edition, Page No.: 7214-7228
Arun Kant Painoli, Dr. Y.P. Singh :: Impact of Demographic Factors on the Buying Behavior of the Consumers Living in the Rural Areas of Uttarakhand State: An Empirical Study of Detergent Powder and Cake
Likelihood Ratio 32.726 24 .110
Linear-by-Linear Association .145 1 .703
N of Valid Cases 1080
a. 15 cells (42.9%) have expected count less than 5. The minimum expected count is .96.
Interpretation: - From the table 5.66, it is clear that the P value is .235 which is more
than the level of significance that is .05 and therefore as per P value approach the null
hypothesis cannot be rejected. It is therefore conclude that, there is no association
between the satisfaction levels of the consumers and the monthly income of the people
living in the rural areas.
V. CONCLUSIONS
From the above research we can conclude that monthly income of the customers has
direct relationship with the purchasing power of the customers. And based on this, we
can conclude that different income group prefers different products based upon their
earning. Occupation of the individual has also direct relationship with the purchasing
habits. Peoples who are in the good profession posses’ higher purchasing power as compared to the peoples who are in the lower cadre profession in the hierarchy. As per
as gender of the respondents with respect to satisfaction level of the customers with
respect to preferred brand of detergent powder and cake is concerned, whether it is male
or female customers, the customers get dissatisfied if the attributes they are looking are
absent in their preferred brand of detergent powder and cake and, if the attributes they
are looking is present they get satisfied. The different age of the respondents has no
direct relationship with the preferred brand of detergent powder and cake, since all the
age group of the customers are using all types of available brands in the market. Hence it
is proved from the above research that, there is no relationship of customer satisfaction
with the different age group of the customers. Similarly in the case of respondents who
posses different qualification has also no relationship with the usage of preferred brand
of detergent powder and cake and the respondents having different qualification uses all
kinds of available brands of detergent powder and cake, and hence no relationship with
the satisfaction. There are various demographic factors which affects the buying
behavior of the customers. As the demographic factors changes, the buying behavior of
the customers also changes. That is why the demographic aspects of consumers is
always an interest area which every marketers want to know, because as the
demographic facrors changes the buying behavior of the consumers also changes.
VI. SCOPE OF FUTURE RESEARCH
Such type of research will help the marketers in designing the marketing mix strategies.
This type of research is of great importance in setting the price of product (value for
money) and other related aspects associated with the particular brand. It will also help
the marketer in understanding the buying behavior of the customers because as the
demographic factors changes the buying behavior of the customers also changes. Such
type of research will also help in academic in knowing the various factors influencing
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ISSN: 2347-1697
International Journal of Informative & Futuristic Research (IJIFR)
Volume - 4, Issue -8, April 2017
Continuous 44th Edition, Page No.: 7214-7228
Arun Kant Painoli, Dr. Y.P. Singh :: Impact of Demographic Factors on the Buying Behavior of the Consumers Living in the Rural Areas of Uttarakhand State: An Empirical Study of Detergent Powder and Cake
the buying behavior and development of theories related to the consumer behavior. The
demographic also states about the potential of the market which is very important in
segmenting, targeting and positing of the particular brnad among the customers. The
preference of the customers does not remain same and as the time changes the
preference of the customers also changes. Hence there is a scope to co duct such type of
research at a regular interval of time to understand the changes of preference of
customers in changing environment.
VII. LIMITATIONS OF THE STUDY
The study was conducted in some selected places of Uttarakhand due to shortage of
money and time. The result may vary in other part of the country. Many respondents are
hesitating in giving the responses due to non understanding of the relationship of the
demographic variables with respect to the purchasing behavior. Other demographic
factors like personal factors, social factors, and psychological factors which also
influence the buying behavior of the customers were not considered by the researcher in
his study is also one of the limitation of the study.
VIII. REFERENCES
[1] Abdul Ghafoor Awan and Nayyar Abbas (2015), Impact of Demographic Factors on
Impulse Buying Behavior of Consumers in Multan-Pakistan, European Journal of
Business and Management, Vol.7, No.22, 2015, PP 96-105
[2] Lucia Vilčeková and Miroslav Sabo (2013) The influence of demographic factors on
attitudes toward brands and brand buying behavior of Slovak consumers, International
Journal of Education and Research, Vol. 1 No.11, pp 1-10
[3] Rakesh Kumar (2014) , Impact of Demographic Factors on Consumer Behavior - A
Consumer Behavior Survey in Himachal Pradesh, Global Journal of Enterprise
Information System, pp 35-45
[4] G.Vani, M.Ganesh Babu and N.Panchanatham (2011) Impact of Demographic profile
on toothpaste buying behavior in Bangalore city, Kuwait Chapter of Arabian Journal of
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[5] Rana, S. (2012), Effect of Education, Income and Gender on Impulsive Buying among
Indian Consumer: An Empirical Study of Readymade Garment Customers, Indian
Journal of Applied Research vol, 1(12), pp. 342- 349.
[6] Coley, A manda (2003), Gender differences in cognitive and affective impulse buying.
[7] Journal of Fashion Marketing and Management, vol 7, pp 282-295
[8] Lee, H. S. (2005), An Application of a Five Stage Consumer Behaviour Decision
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International Journal of Informative & Futuristic Research (IJIFR)
Volume - 4, Issue -8, April 2017
Continuous 44th Edition, Page No.: 7214-7228
Arun Kant Painoli, Dr. Y.P. Singh :: Impact of Demographic Factors on the Buying Behavior of the Consumers Living in the Rural Areas of Uttarakhand State: An Empirical Study of Detergent Powder and Cake
[13] Fisher, J. (1952), Income, spending and saving patterns of consumer units in different