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4-7-2009

Ludhiana consumers prefer taking On The Spot decision while doing purchases from the market


“The consumers of the Ludhiana prefer taking On the Spot decision for purchasing certain items while shopping across the market. The study has found that majority consumers 78% prefer visiting market alongwith their mates or relatives to feel convenient while taking purchase decision for different products. Impulsiveness of Ludhiana consumers were found more for garments, grocery products, artificially jewellery, kitchen goods, items for house decoration etc.” revealed study undertaken by Ms. Abha Devgan faculty of Business Management, Punjab College of Technical Education (PCTE), Ludhiana. The study included the sample size of 250 consumers from different age group, sex and status.

While extending remarks on the study, Dr. K.N.S.Kang, Director General, PCTE remarked that with the advent of new business era, consumer taste and preferences have also changed. Consumers are more value oriented and spontaneous while buying a product from the market. Dr. Kang appreciated the efforts of Ms. Abha Devgan for doing such research.

The study found that majority of respondents i.e 67% never like to visit market alone unless there is an urgent or unavoidable situation. As per the study, 89% respondents feel that it is always convenient to visit market in the group of two or more because it facilitates their purchasing decision. Majority of the respondents i.e 78% feel that taking spontaneous decisions about buying the product is always useful and productive especially while buying clothing, cosmetics, jewellery and other grocery items. The study found that packaging, price, quality, brand, and placement of product in the shop attract the consumers to be impulsive while purchasing. 43% consumers take on the spot decision because of incentives and schemes being offered by different companies. Majority of consumers i.e 64% also believe that the major factor which prompt them to take on the spot decision for buying particular product is aggressive selling of shopkeeper.

As per the study, the consumers feel that visiting malls and super markets don’t bring them that charm and pleasure of shopping which is relatively available in the other markets of the town because of more choice, variety and informal interaction between shopper and shopkeeper. As per the study, availability of plastic money in the pocket also help the consumers taking spontaneous decisions about purchasing different products. The study revealed that 83% of the consumers decide before hand their budget of shopping but only 28% respondents confirmed that they spend more than the budget they plan for shopping due to their impulsive behaviour. Majority respondents said that they keep the margin in their budget of shopping for on the spot purchase. 72% consumer respondents were found satisfied from their on the spot purchases. 28% of the respondents were dissatisfied from their decision of on the spot purchase because they felt that there were misled by the shopkeepers, they ran out of the budget because of on the spot purchase, they bought the goods which were perhaps not required and the poor quality of goods purchased in a hurry. Majority of the respondents i.e 72% confirmed that they would continue doing on the spot purchases because it brings them gain and gratification. 10% respondents could not respond and remaining refused to buy on the spot purchase to avoid any losses.