| Consumer Purchase decision making Enablers through Attitude |
For White Goods(in %) |
For Brown goods(in %) |
+
High |
Neutral |
-Low |
+
High |
Neutral |
-Low |
| Perceived ease of use/beliefs on Salient product attributes |
86.63 |
1.15 |
12.22 |
89.25 |
5.49 |
5.26 |
| Perceived usefulness-Belief on product benefits |
81.87 |
9.02 |
9.11 |
90.47 |
5.61 |
3.92 |
| Attitude towards purchase |
74.9 |
9.96 |
15.14 |
85.06 |
9.73 |
5.21 |
| Subjective Norms/Social Influence on personality |
87.93 |
5.75 |
6.32 |
90.45 |
3.57 |
5.98 |
| PBC/Perceived risk/Importance /Involvement level criteria |
85.63 |
9.39 |
4.98 |
87.56 |
6.91 |
5.53 |
|
Behavioral Intention(BI) |
79.78 |
2.68 |
17.54 |
88.36 |
6.82 |
4.82 |
| Personal characteristics-personal/demographic profile Influence |
80.16 |
11.26 |
9.58 |
86.15 |
11.47 |
2.38 |
| Lifestyle and personality/Self Image construct |
82.41 |
8.97 |
8.62 |
89.76 |
9.22 |
1.02 |
| Sub Cultural/Religious beliefs/Social norms/Food habits/Nativity Influence |
37.93 |
28.01 |
34.06 |
35.75 |
25.99 |
38.26 |
| Family dynamics-Spouse-Kids-Parents dispositions Influence |
84.31 |
6.80 |
8.89 |
93.62 |
4.86 |
1.52 |
| Marketing mix/Mass media- Persuasion and Environmental location Influences |
75.37 |
2.29 |
22.34 |
86.49 |
12.25 |
1.26 |
| Past purchase learning/Cognitive dissonance expression/Influence |
23.84 |
27.10 |
49.06 |
23.78 |
23.81 |
52.41 |