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Price sensitivity-consumer satisfaction relationship towards electrical appliances.

Consumer satisfaction has been long recognized in marketing thought and practice as a central concept as well as important goal of all business activities. While price sensitivity, has been observed as an important element affecting diffusion of products and services which irrefutable, proved to cor...

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Main Author: Wong, Foong Yee
Format: Conference or Workshop Item
Language:English
English
Published: 2012
Online Access:http://psasir.upm.edu.my/id/eprint/27340/1/ID%2027340.pdf
http://psasir.upm.edu.my/id/eprint/27340/
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spelling my.upm.eprints.273402014-04-10T09:16:08Z http://psasir.upm.edu.my/id/eprint/27340/ Price sensitivity-consumer satisfaction relationship towards electrical appliances. Wong, Foong Yee Consumer satisfaction has been long recognized in marketing thought and practice as a central concept as well as important goal of all business activities. While price sensitivity, has been observed as an important element affecting diffusion of products and services which irrefutable, proved to correlate in consumer satisfaction with other efficiency dimensions. By incorporating price information into the consumer satisfaction framework, this study is aimed to identify the relationship that is germane between the variables, and to investigate the influence of demographical characteristics, effect of ads, consumer loyal and disloyal behaviours towards price sensitivity, by adopting electrical appliances as the medium of this study. Itemized rating scales and multiple choices instrument were used in the questionnaire survey, by gathered opinions and preferences of a total 201 respondents in Klang Valley, Selangor, Malaysia through a quota sampling technique. The variables were tested via Statistical Package for Social Science (SPSS) and the results indicated that price sensitivity-consumer satisfaction relationship is significant in a positive wayan electrical appliances purchasing. Meanwhile, effect of ad, consumer loyal and disloyal behaviours also proved to correlate with price sensitivity. Nevertheless, a hypothesis test on these variables via multiple regression analysis is only partially accepted, as the relative importance of affect of ads is below the significant level. As for demographic factors, age is proved to have a negative relationship with price sensitivity and consumer satisfaction whereas other demographic factors indicate differences and indifferences with price sensitivity and consumer satisfaction. In sum, consumer satisfaction is depends on value to some extend, which in turn depends on price. The descriptive and inferential analysis of this study provides discernible trends on consumer purchasing behaviours in electrical appliances and a lucid explanation between variables proposed in the study. It also presents a concise and simple measure of price sensitivity that may open the door for more careful and empirical study of other aspects of price sensitivity. At the same time, this study provides a simple idea to marketers, researchers, advertisers and other parties who may interest to know more about the price sensitivity-consumer satisfaction relationship studies. 2012 Conference or Workshop Item NonPeerReviewed application/pdf en http://psasir.upm.edu.my/id/eprint/27340/1/ID%2027340.pdf Wong, Foong Yee (2012) Price sensitivity-consumer satisfaction relationship towards electrical appliances. In: 16th International Business Research Conference, 12-13 Apr. 2012, Dubai, UAE. . English
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
language English
English
description Consumer satisfaction has been long recognized in marketing thought and practice as a central concept as well as important goal of all business activities. While price sensitivity, has been observed as an important element affecting diffusion of products and services which irrefutable, proved to correlate in consumer satisfaction with other efficiency dimensions. By incorporating price information into the consumer satisfaction framework, this study is aimed to identify the relationship that is germane between the variables, and to investigate the influence of demographical characteristics, effect of ads, consumer loyal and disloyal behaviours towards price sensitivity, by adopting electrical appliances as the medium of this study. Itemized rating scales and multiple choices instrument were used in the questionnaire survey, by gathered opinions and preferences of a total 201 respondents in Klang Valley, Selangor, Malaysia through a quota sampling technique. The variables were tested via Statistical Package for Social Science (SPSS) and the results indicated that price sensitivity-consumer satisfaction relationship is significant in a positive wayan electrical appliances purchasing. Meanwhile, effect of ad, consumer loyal and disloyal behaviours also proved to correlate with price sensitivity. Nevertheless, a hypothesis test on these variables via multiple regression analysis is only partially accepted, as the relative importance of affect of ads is below the significant level. As for demographic factors, age is proved to have a negative relationship with price sensitivity and consumer satisfaction whereas other demographic factors indicate differences and indifferences with price sensitivity and consumer satisfaction. In sum, consumer satisfaction is depends on value to some extend, which in turn depends on price. The descriptive and inferential analysis of this study provides discernible trends on consumer purchasing behaviours in electrical appliances and a lucid explanation between variables proposed in the study. It also presents a concise and simple measure of price sensitivity that may open the door for more careful and empirical study of other aspects of price sensitivity. At the same time, this study provides a simple idea to marketers, researchers, advertisers and other parties who may interest to know more about the price sensitivity-consumer satisfaction relationship studies.
format Conference or Workshop Item
author Wong, Foong Yee
spellingShingle Wong, Foong Yee
Price sensitivity-consumer satisfaction relationship towards electrical appliances.
author_facet Wong, Foong Yee
author_sort Wong, Foong Yee
title Price sensitivity-consumer satisfaction relationship towards electrical appliances.
title_short Price sensitivity-consumer satisfaction relationship towards electrical appliances.
title_full Price sensitivity-consumer satisfaction relationship towards electrical appliances.
title_fullStr Price sensitivity-consumer satisfaction relationship towards electrical appliances.
title_full_unstemmed Price sensitivity-consumer satisfaction relationship towards electrical appliances.
title_sort price sensitivity-consumer satisfaction relationship towards electrical appliances.
publishDate 2012
url http://psasir.upm.edu.my/id/eprint/27340/1/ID%2027340.pdf
http://psasir.upm.edu.my/id/eprint/27340/
_version_ 1643829155841703936
score 13.211869

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