Impact of Quality on Customers’ Buying Behaviour towards Point of Purchase Display with reference to Haryana

Dr. Randeep Kaur, Dr. Sunita Sukhija
Retail; Organized; Quality; Purchase; Consumer Behaviour; Buying decision.
The present paper focuses on the impact of quality on customers’ buying behaviour towards point-of-purchase display at various retail outlets in Haryana. Point-of-Purchase Display plays an important role to increase the sale of the retailers. Today customers are rational and prefer quality products at reasonable price. Moreover, due to the emergence of the supermarkets as the dominant retail, the retail industry is experiencing vibrant changes all over the world. Retail industry in India has grown to be more complex and dynamic with an increase rate of speed from unorganized towards being organized. In this research paper data has been collected from 100 respondents and analysed with the help of Statistical Package for the Social Sciences (SPSS) using one way ANOVA and t-test with demographic factors i.e. age-wise, gender-wise, occupation-wise and income-wise. . After analysing the data it was found that, there is neutral relationship in the opinion of different age groups and gender groups over the point-of-purchase display on quality. On the other hand Occupation and income does not have any importance on customers view point regarding ‘quality’. To conclude we can say that point-of-purchase display is not directly related to the quality.
[1] Ailawadi, K., L., Farris, P., and Shames, E., (1999). Trade promotion: essential to selling through resellers. Sloan Management Review, 41(1),83-92.
[2] Binoy, M., (2015).A study on changing trends in online shopping of Indian customers in apparel segment. International Journal of Applied Research, 1(9), 207-214.
[3] B., H, and ,Punkaj, (2014), “The importance of point of purchase display on store atmospheric” International Journal of Engineering and Management Research, Vol.4 No.5, pp.122-129.
[4] Kazmi, S., Q., (2012).Customer perception and buying decisions (The Pasta Study)”. International Journal of Advancements in Research and Technology, 1(6).
[5] Koo, D., M., (2003).Inter-relationships among store images, store satisfaction, and store loyalty among Korea discount retail patrons. Asia Pacific Journal of Marketing and Logistics, 15(4), 42–71.
[6] Kumar, A., H., Hemanth, J., S., Franklin, S., S., (2014).A Study on factors influencing customer buying behaviour in cosmetic Products. International Journal of Scientific and Research Publications, 4(9), 1-6.
[7] Mohanraj, M., P., (2017). Customers’ compulsive buying behaviour – An Empirical Study. Great Lakes Herald, 11(1), 1 – 18.
[8] Oliver, R., L., and Swan, J., E., (1989). Consumer perceptions of interpersonal equity and satisfaction in transactions: a field survey approach. Journal of Marketing, 53(2), 21-35.
[9] Prasad,Y. R., (2012).A study on attributes influencing the purchasing behaviour of apparel customers in organized outlets. African Journal of Business Management, 6 (45), 11294-11303.
[10] Pawar, S., A., and Naranje, S., (2015). A study on factors influencing on buying behaviour of customers.International Journal of Engineering, Technology, Science and Research, 2.
[11] Yoon, S., J., (2013).Antecedents and consequences of in-store experiences based on an experiential typology. European Journal of Marketing, 47(5/6), 693-714.

Received :11 August 2021
Accepted :20 September 2021
Published :26 September 2021
DOI: 10.30726/ijmrss/v8.i3.2021.83018

Download “Quality-on-Customers-Buying-Behavior.pdf” Quality-on-Customers-Buying-Behavior.pdf – Downloaded 60 times – 218 KB