| Consumer Purchase decision making Enablers through Attitude |
For White Durables(in %) |
For Brown Durables(in %) |
| + High |
Neutral |
-Low |
+ High |
Neutral |
-Low |
| Perceived ease of use/beliefs on Salient product attributes |
71.15 |
13.23 |
15.62 |
70.49 |
6.26 |
23.25 |
| Perceived usefulness-Belief on product benefits |
68.12 |
19.85 |
1203 |
59.45 |
21.91 |
18.64 |
| Attitude towards purchase |
65.96 |
7.91 |
26.13 |
19.72 |
55.25 |
25.01 |
| Subjective Norms /Social Influence |
80.75 |
2.73 |
16.52 |
81.45 |
7.68 |
10.87 |
| PBC/Perceived risk/ Importance /Involvement level criteria |
55.39 |
29.68 |
14.93 |
57.56 |
26.83 |
15.61 |
|
Behavioral Intention(BI) |
57.77 |
12.59 |
29.64 |
55.34 |
29.78 |
14.88 |
| Personal characteristics-demographic profile influence |
65.10 |
15.59 |
19.31 |
66.15 |
21.18 |
12.67 |
| Lifestyle and personality/Self Image construct |
51.45 |
19.63 |
28.92 |
58.66 |
20.24 |
21.10 |
| Sub Cultural/Religious beliefs/Social norms/Food habits/Nativity Influence |
17.05 |
18.02 |
64.93 |
14.97 |
12.74 |
72.29 |
| Family dynamics Spouse-Kids-Parents dispositions Influence |
68.71 |
4.90 |
26.39 |
71.66 |
6.70 |
21.64 |
| Marketing mix/Mass media- Persuasion and Environmental location Influences |
54.36 |
2.35 |
43.29 |
61.23 |
17.48 |
21.29 |
| Past purchase learning /Cognitive dissonance expression/Influence of Past behavior/Cognitive dissonance |
14.10 |
41.83 |
44.07 |
12.72 |
24.46 |
62.82 |