2. International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 - 6510(Online),
Volume 4, Issue 6, November - December (2013)
INTRODUCTION
In today’s competitive environment customers are keen observer of market, marketers and of
course on the products and services as customers have more number of alternatives to move upon. It
has been observed that the marketers are trying different tactics to attract the customers and also by
offering best products and the services to satisfy the customer. Even though this is the situation
where the marketers are providing more alternatives to the customer, it is difficult to expect the good
response by the customers.
Brand plays very pivotal role in the purchasing of products. Customers are keen interested in
buying the branded products rather than the local/ private labels or tags. Few of the customers
perceive that if they own branded products, it increases the standard of living and projects the high
status. It has been noticed that the concept of brand is more effective when the consumers make a
purchase, consumers show interest in buying the branded products especially when it comes to the
less/ affordable prices.
Brand awareness is an important factor where the potential customers identify the brand and
they will be rightly associated with the particular product of the brand. Normally customers are
cleverer in this type of the situation where their past experiences make the purchase of the desired
products under the brand and brand image. In brand development, brand awareness is an essential
tool which helps the brand to stand out in the marketplace. This is an attempt that to know whether
the customers are aware of the retailer’s brand. It also focuses on the demographic variables are
effective enough to switch the customers buying decision behavior on the retailer’s brand.
This research paper follows the below pattern. The first level will be focused on the
Demographic variables effectiveness which switches the customers buying behavior of the retailer’s
brand. Second level is projected on the effect of the brand awareness of retailer’s brand on
customer’s buying behavior. And final level proposed on the findings and suggestions.
REVIEW LITERATURE
This section focuses on the previous researches, and divided into two main phases namely
Consumer Buying Behavior, Brand Equity.
2.1: Consumer Buying Behavior
K. Rama Mohan Rao. et. al (2013) observed that there is a boom in organized retailing that
won’t be affect the consumer opinion and perception of the individuals. The factors of ambience,
especially lighting, cleanliness plays add on benefit to the retailing where most of the consumers feel
satisfied.
Manju Malik (2012) noticed that the combination of store convenience, Product quality,
availability of new products and service quality are considered more by the Indian consumers. It’s
also evidenced that combining these factors helps in manning the customer satisfaction.
2.2: Brand Equity
Dabija Dan Cristian et. al. Revealed that the Brand awareness, together with other behavioral
indicators (sympathy, trust, image, pleasure or faithful), is one of the major vectors that has a vital
contribution to the outline of brand equity in general and to that of retail brand. The perception on
the stated indicators must be taken into consideration by service or retail companies, production in
order to be able to identify their position on focused markets, and to create an adequate strategy that
would help them reach the desired positioning.
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3. International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 - 6510(Online),
Volume 4, Issue 6, November - December (2013)
Mohammed Reza Jalilvand et al. (2011) says that if the consumer wants to purchase the
product; perceive quality, brand awareness, brand loyalty, brand associations are most important on
the purchasing decisions. He also suggested that the marketers take initiatives on implementing
Brand strategies which will be remain focused on the Brand Equity.
Ranga Chimhundu et. al (2010); explores the impact of manufacturer brand innovation on
retailer brands in grocery product categories, It is argued that the consumer packaged goods literature
has largely portrayed manufacturer brand innovation in relation to retailer brands as a competitive
tool that is employed against the retailer brands. It also offers a fresh perspective in explaining the
coexistence of manufacturer brands and retailer brands in grocery retail categories.
Somnath Mukherjee et. al. (2013) tries to portray the influence of physical evidence on the
dimensions of brand image and consumers experience with the service firm is a determinant to brand
equity an image perception.
Tsui-Yii Shih (2010) chosen the various brand portfolio structures for the business
performances based on the manufacturers and Retailers. He focused on the consumers’ attitude on
the manufacturer and retailers brand from the retailing outlets. It’s revealed that the manufacturer
brand is high priced and high quality to purchase intention of the consumers.
Objectives of the research
•
•
To comprehend the effect of demographic variables on customer’s buying behavior
To know the effect of the brand awareness of retailer’s brand on customer’s buying behavior
Hypothesis
1) H0: There is no the effect of demographic variables on customer’s buying behavior
H1: There is an effect of demographic variables on customer’s buying behavior
2) H0: There is no effect of the brand awareness of retailer’s brand on customer’s buying
behavior
H1: There is an effect of the brand awareness of retailer’s brand on customer’s buying
behavior
RESEARCH METHODOLOGY
Survey Instrument: In this research, a survey method has adopted for data collection from a sample
size of 500 respondents. The sampling technique used was Convenience Sampling method.
Data collection: The researcher visited the consumers personally for the extraction of data. All the
500 consumers are responded to the questionnaire. The response from 500 consumers is considered
for the primary data. Magazines, journals and Internet (web) are used to gather secondary data for
this study.
Tools for Analysis: The tools are used in this research paper is Simple Percentage for the clear and
précised analysis of demographic variables, and Chi –Square is used for the analysis of post purchase
behavior based on retailer’s brand.
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4. International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 - 6510(Online),
Volume 4, Issue 6, November - December (2013)
Table 1: Demographic Distinctiveness of the Respondents
Demographic Distinctiveness of the Respondents (N=500)
Characteristics
Sub Categories
Respondents
Age
18-25 years
120
26-40 years
300
41-60 years
80
61 & Above
00
Total
500
2.
Gender
Male
280
Female
220
Total
500
3.
Marital Status
Married
320
Unmarried
180
Total
500
4.
Qualification
Matriculation
20
Graduate
100
Post Graduate
220
Professional/ Techies
160
Others
00
Total
500
5.
Occupation
Housewife
00
Professional
280
Private Employee
180
Government Employee
00
Business
40
Others
00
Total
500
6.
Income
50000-100000
80
100001-200000
180
200001-300000
160
300001 &Above
80
Total
500
7.
Type of Family
Joint
240
Nuclear
260
Total
500
8.
Size of the Family
1-3 Members
220
4-6 Members
240
7-10 Members
20
Above 11
20
Total
500
9.
Locality
Bangalore North
200
Bangalore East
40
Bangalore West
20
Bangalore South
180
Bangalore Central
60
Others
00
Total
500
Source: Compiled from primary data
Sl. No.
1.
Hypothesis Testing
1) H0: There is no effect of demographic variables on customer’s buying behavior
H1: There is an effect of demographic variables on customer’s buying behavior
95
Percentage
24
60
16
0
100
56
44
100
64
36
100
4
20
44
32
00
100
00
56
36
00
8
00
100
16
36
32
16
100
48
52
100
44
48
4
4
100
40
8
4
36
12
00
100
5. International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 - 6510(Online),
Volume 4, Issue 6, November - December (2013)
Table 2: Analysis of Variance (ANOVA) for the grouped demographic variables
Basis of
Sum of Squares
Degree of
Mean Square
Variance Ratio
Discrepancy
Freedom (df)
Between Groups 255.86
4
63.84
F Treatment = 28.37
Within Groups
3.76
3
1.2533
F Block = 0.5379
Residual Error
-27.96
12
2.33
Total
231.66
19
Source: Compiled from primary data
Since the calculated value of F Treatment = 28.37 at df1 = 4, df2 = 12 and α =0.05 is greater than its table
value F= 3.2502, we reject the null hypothesis and accept the alternative hypothesis. Hence we can
say that there is an effect of demographic variables on customer’s buying behavior.
2) H0: There is no effect of the brand awareness of retailer’s brand on customer’s buying behavior
H1: There is an effect of the brand awareness of retailer’s brand on customer’s buying behavior
Brand Awareness of the Retailers Brand
5- Strongly Agree, 4- Agree, 3- Neither agree nor disagree, 2- Disagree, 1- Strongly Disagree
Sl.
Proclamation
5
4
3
2
1
No.
1
I prefer to know the manufacturer/ producer
75 185 150 40 50
before I purchase retailers brand
2
I have the knowledge of the other retailers
62 136 238 34 30
brands
3
Appreciation of the Retailers Brand is based on
41 197 167 52 43
the performance
4
Appearance of the retailers brand creates the
23 232 127 89 29
impact on consumers awareness
5
I can distinguish retailers brand from one and
12 221 134 54 79
others
6
Physical significance of the retailers brand
34 227 112 96 31
makes more awareness
7
Retailers promote their own brands
43 221 142 51 43
8
For commemoration of the retailers brand good
37 241 121 67 34
exposure is required
9
I like the retailers brand if freebies/discounts are 32 250 156 39 23
offered
10
The retailers brand is affirmed in my mind
51 256
98
53 42
11
I feel retailer brand lasts long in memory due to
43 247 142 36 32
usage
12
From my past experience I am able to
65 246 114 54 21
differentiate the retailers brand from others
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6. International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 - 6510(Online),
Volume 4, Issue 6, November - December (2013)
Chi – Square Test Value
Significance Level
5%
Degrees of freedom
44
Table Value
59.97
Calculated Value
390.96
The critical (or Table) value of χ2 = 59.97 at α=0.05 and degree of freedom= 44. Since the
calculated value of χ2 = 390.96 is greater than its table value, the null hypothesis is rejected.
Consequently we can say that there is an effect of the brand awareness of retailer’s brand on
customer’s buying behavior
Findings
According to this survey, it’s been observed that the customers are interested to know
retailer’s brand especially who are the manufacturer/ producer of the products. The customers are
aware of the products and the brand and also have the clear picture of the rightly associated brand
with the particular product.
Most of the customers are interested in purchasing the retailer’s brand only if they are
satisfied with the previous purchase and performance of the same. It is believed that the physical
appearance of the product is also the way to get attracts and customers think it is one of the ways to
make the awareness of the product in the market.
It has been observed that the customers differentiate the particular product and brand from the
other. And customers are clever enough to differentiate between branded products and retailer’s
brand.
Customers are interested to know more about the retailer’s brand only if it is visual and
physical available. And customers are awareness most of the retailers promote their own brands. The
customers are attracted towards the retailer’s brand only the retailer promotes their product with the
good discount or the freebies.
CONCLUSION
As customers are interested in purchasing the branded products and thereby branded products
are enjoying the profit in the market. The good profit margin is anticipated in the groceries segment;
even local retailers are also seeking good profit in the market. Retailers are launching with their own
brands to tap the untapped market which results more profit to the retailers. The most important task
is that to make the product awareness under the retailer’s brand. Retailers are keeping on following
the Aided awareness, type of awareness which is engendered in the mind of the customers/
consumers. When the customers have been asked for the particular product, first brand name appears
in the mind and then they visualize the product this is the main factor which was observed in the
study. By this we can conclude that the Brand awareness of the retailer’s brand is positive and
retailers will be the new entrants to the existing major players in the sector.
Limitation of the study
Focusing on the groceries segment is one of the major limitation of this research as many
other related FMCG products are available under the retailer’s brand. Due to the dearth of resource
and time, this research is limited only to the Bangalore region. Even though there are many retailer’s
brand are available in the market only Big Bazaar, Spar, Reliance and More hypermarkets are
considered for this study.
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7. International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 - 6510(Online),
Volume 4, Issue 6, November - December (2013)
Scope for future research
A further research can be conducted on the different type of products under the retailer’s
brand. An analogous research can be carried out in different cities to know the effectuality of the
brand awareness of the retailer’s Brand on customer’s buying behavior. A study can also be
conducted to know the customer’s interest on the quality and the perception of the retailer’s brand.
Further the comparative study can be performed between the retailer’s brand and the local brands.
REFERENCES
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study; Indian Journal of Marketing; vol.43 No.5 , pp. 5-15.
4) Manju Malik (2012); A study in customer’s satisfaction towards service quality of organized
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5) Mohammed Reza Jalilvand et al. (2011); The Effect of Brand Equity Components on Purchase
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6) Ranga Chimhundu et. al (2010); Impact of Manufacturer Brand Innovation on Retailer Brands;
International Journal of Business and Management Vol. 5, No. 9.
7) Somnath Mukherjee et. al. (2013); Influencing of physical evidence on service brand image
dimensions and brand equity; Indian Journal of Marketing; vol. 43 No. 6, pp. 15-27.
8) Tsui-Yii Shih (2010); Comparative Analysis of Marketing Strategies for Manufacturers’ and
Retailers’ Brands; International Journal of Electronic Business Management, Vol. 8, No. 1,
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