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purchase intention essay

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I enjoyed your service a lot. I loved the help from this writing service and I could impress my teacher. I will indeed come back in future as well to if I need help with writing my assignments. Thanks a lot EssaysChief for making my essay excellent. Sales Promotion has been considered as the most stimulating technique of promotion for influencing the purchase intention.

It is a valuable tool for both manufacturers and retailers. The study revealed that Product price, Discount promotions has a significant impact on purchase intention. A study done by Harimukthi, A. In a study conducted by Rizwan, M. It came to know that there is no relationship between purchase intention and free sample. The same study helps us to know that social surroundings has a significant impact on the purchase intention of the customer. In a Study conducted by Hayan Dib, M.

In another study conducted by Soni Neha, V. Price pack and rebate are seemed to be insignificant in this research. The same study also revelaed that Promotional labels produce high percieved value higher brand awareness produces higher purchase intention. On the similar lines a study was conducted in by Barat, Somjit; Paswan, Audhesh K that revealed that for low face value coupons the intention to redeem is positively associated with face value and for higher face values of the intention is more or less unchanged.

The study also revealed that the intention to redeem the coupon and the percieved sticker price of the product is positive at the lower levels of the coupons face value but becomes negative at higher face values. Around 15 research articles were collected where the research was conducted in various parts of the world.

These articles were reviewed and then some research gaps were found that gave me an insight to take a research on this concerned topic which is considered to be one of the hot topics of ecommerce industry in India as companies are not breaking even and spending huge amounts of money on sales promotions to attract customers. Ecommerce companies are in infancy stage as of now. So for ecommerce companies time has come to take this as a advantage and grow faster. At the same time companies are spending a bomb on their promotional campaigns to attract customers which is affecting their returns and margins and at the end of the day their profits.

Too much spending on sales promotions might also create negative vibes of converting users into customers. All companies are in a hunting spree for customers and hence they are even ready to spend huge amounts to attract them through various ways of promotions. Making use of every sales promotional tool is always a costly thing without knowing which one is doing well and how innovatively we can attract customers by making use of it. Distribution of coupons, vouchers is not that difficult in ecommerce compared to brick and mortar but definitely if not planned properly which distribution channel to be used it would turn to be like shooting in the dark blind folded.

Attitude towards coupons has a significant impact on the purchase intention of the customer. Attitude towards product bundling has a significant impact on the purchase intention of the customer. Attitude towards price discounts has a significant impact on the purchase intention of the customer. Attitude towards point of purchase displays on the purchase intention of the customer.

The preliminary investigation was done accordingly. The various media of promotions that the companies are using were also listed down in an attempt to understand their influence on a customer purchase intention.

The factors for purchase intention in the ecommerce industry can be obtained from the literature review.

The primary data would be collected by administrating questionnaire. Online shoppers Apparel websites o Students o Working Professionals.

The data has been collected through personal administration of questionnaires and online administration of questionnaires. The 5 main categories included were namely 1. The sample has been categorized into 4 namely 1 less than Rs. The Respondents exhibited the following pattern in terms of their latest online purchase.

Pie-chart showing the last purchase pattern AGE The Respondents exhibited the following pattern in terms of their age. The sample has been categorized into 5 namely 1 Myntra 2 Jabong 3 Flipkart 4 Yepme 5 zovi 6 others.

Attitude towards coupons has a significant impact on the purchase intention of the customer Null hypothesis Ho: Attitude towards coupons does not have significant effect on purchase intention?? Attitude towards coupons has a significant effect on purchase intention?? Linear regression analysis is performed by taking purchase intention as dependent variable and Attitude towards coupons, Attitude towards product bundling, Attitude towards price discounts, Attitude towards Point of purchase displays and Attitude towards rebates as predictor independent variables.

Results of the regression analysis reported the fitted regression model as: This means that Results of the t test are reported in Table 4. Estimated regression coefficient for Attitude towards coupons is??

Result of the t test indicates that the null hypothesis of no significant effect Ho: This means that attitude towards coupons, controlling for the effect of attitude towards POP displays, Attitude towards rebates, Attitude towards price discounts and Attitude towards product bundling, does exhibit a significant effect on purchase intention. The study hypothesis H1 is supported.

To test the seriousness of the problem of Multi-collinearity, tolerance level and variance inflation factor values are computed. None of the independent variables reported high VIF value. In fact, none of the independent variables reported VIF more than 2. Therefore the regression analysis does not suffer the problem of multi-Collinearity. There is no problem of inflation of standard errors and as such there is no serious multi-collinearity problem.

Residual analysis is performed to validate important assumptions of regression analysis including normality of residuals and constant error variance homoscedasticity of residuals. Descriptive statistics of residuals of the regression analysis is reported in Table 4.

Histogram of the residuals indicates no heavy departure from normality. Residual plot of standardized predicated value against standardized residual values is reported in Figure 4. Residual plot indicates a very healthy plot with no specific pattern of residuals random scatter of residual values.

This means that the assumption of linearity, normality and constant error variance are satisfied. Deviation N Predicted Value 1. Is the attitude towards product bundling has an influence on the purchase intention? Attitude towards product bundling does not have significant effect on purchase intention??

Attitude towards product bundling has a significant effect on purchase intention?? Estimated regression coefficient for Attitude towards product bundling is?? This means that attitude towards product bundling, controlling for the effect of attitude towards POP displays, Attitude towards rebates, Attitude towards price discounts and Attitude towards product bundling, does not exhibit a significant effect on purchase intention.

Residual plot of standardized predicated value against standardized residual values is reported in Figure 2. Is the attitude towards price discounts has an influence on the purchase intention?

Attitude towards price discounts does not have significant effect on purchase intention?? Attitude towards price discounts has a significant effect on purchase intention?? Estimated regression coefficient for Attitude towards price discounts is?? The study hypothesis H1 is not supported.

Attitude towards POP displays does not have significant effect on purchase intention?? Attitude towards POP displays has a significant effect on purchase intention?? Estimated regression coefficient for Attitude towards point of purchase displays is?? Attitude towards rebates does not have significant effect on purchase intention?? Attitude towards rebates has a significant effect on purchase intention?? The conceptual form of the model is. Is the purchase intention same across income groups?

Mean score for purchase intention is not same for different Income groups. There is no significant difference in mean purchase intention score across different Income groups. Mean purchase intention score across different Income groups is not same.

Inspection of descriptive statistics indicates difference in preference across various Income groups. The equality of variance assumption is satisfied. Results of one factor ANOVA test indicates that null hypothesis of equality of mean score for repurchase intention can be rejected at.

This means that null hypothesis is not rejected and purchase intention is significantly different across different Income categories.

The alpha coefficient for the 5 items is. It has created an entire new economy which has huge potential and is also changing the way businesses are done in India. The reason for its phenomenal raise is that both buyers and sellers have win-win situation.

Rising incomes is an important factor that is driving the purchasing of goods and services online through internet which is considered more convenient for the consumers. Indian ecommerce is considered to be in nascent stage as of now and it is considered to amplify in the coming years.

There are some weak links which were being corrected with the help of technology and for sure we can expect that more easy, convenient and secured ecommerce business will be here to stay. The rise in the number of internet users, increase in the acceptability of online payments, favorable demographics and advent of internet enabled devices are some of the crucial factors that are driving the growth of the ecommerce industry in India. The number of online transactions is expected to increase from 11million in to 38 million by Venture capitalists and private equity players have shown the faith in this sector and you can get this from the kind of investments they have done in this industry from the past.

Some innovative ways of doing business had transformed this sector to greater heights. Players have come up with most innovative business models taking ecommerce as their platform and started reaching their target customers in most attractive ways.

Some key concerns that are surrounding this industry are the inventory management and logistics capabilities.


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The concept of purchase intention is rooted in psychological and is extensively used in behavioral studies (Dodd & Supa, ). Purchase intention is being.

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Afterwards, purchase intention and factors which have influence on purchase intention and behaviour are discussed. Finally, there is a discussion of cause-related marketing contextualising in .  The Louisiana Purchase The Louisiana Purchase in is thought to be the greatest “real estate” deal in history. It was an experiment to incorporate different cultures to become one frontier.

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