A Study of Rural Consumer in Punjab
A Study of Rural Consumer in Punjab
A Study of Rural Consumer in Punjab
About Case
This case is about the significant considerations in the purchase of consumer durables (Refrigerator, Washing Machine, TV and Air Cooler) for rural consumers in Punjab with the help of advanced statistical approach 'Factor Analysis'. Finally, it presents a brief picture on intensity of brand loyalty of rural consumer.
Data Analysis
Planning of Brand Choice
160 140
120
40
20
Time of Purchase
250 200
150
100
50
Air Cooler
135
120
26
13
1.81
0.99
46
111
98
35
10
2.51
85
71
113
24
7
5
2.32
2.37
1.04
Conveniently Located
49
75
130
87
29
0.93
132
61
20
12
2.21
1.02
29
212
32
21
2.21
0.79
95
112
67
13
13
2.12
1.04
Std. Deviation
Median
SI. No.
Most
Mean
Component
1 2 3
Communality
0.532
0.726
6.79E-02
4.67E-02
Q233
0.715
-7.42E-02
0.341
0.633
Q235
0.635
0.259
-0.284
0.552
Q236
0.139
0.775
-1.81E-03
0.62
Q237
2.04E-02
0.757
5.80E-02
0.577
Q232
6.17E-02
-0.155
0.824
0.707
Q23I
-5.97E-03
0.275
0.61
0.448
Eigen Value
1.704
1.286
1.079
4.06
Percent of Variance
24.337
18.366
15.411
Cumulative Variance
24.337
42.703
58.114
Name of Dimension
Location Convenience Q234 and Dealer Relationship Q233 Q235
Label
Factor 2.
Factor 3
Installment Facility Q232 Q231 Installment availability (0.824) Received best deal (0.610)
2.
3.
4.
Total
Conclusion
The consumers have a preference/loyalty towards particular brand of consumer durables Consumers are not ready to buy any other type of brand available in the market in the circumstances when their most preferred brand for which they have already decided is not available or out of stock with the dealer preference will not change with the non-availability of the brand which the consumer has decided to purchase.