Academic journal article IUP Journal of Marketing Management

Consumer Perception Scale in Store Environment (CPS-SE) for Measuring Consumer Buying Behavior

Academic journal article IUP Journal of Marketing Management

Consumer Perception Scale in Store Environment (CPS-SE) for Measuring Consumer Buying Behavior

Article excerpt

Introduction

The size of Indian retail market is US$396 bn and is expected to grow at the rate of 12% to increase up to US$574 bn by 2015 (www.deloitte.com/in). The development of real estate has resulted in the construction of many shopping malls augmenting the growth of organized retailing in India. The per capita income in India doubled between 2000-01 to 2009-10, resulting in improved purchasing power. This has also changed the mindset of Indian customers. It is shifting from low cost to high value, better convenience and quality shopping experience. On the one hand, the expectations of customers are going high, and on the other hand, competition is becoming very stiff. Modem day retailers are striving hard to create a difference in terms of customer experience. The emerging retailing trends in India pose the need to understand how consumers derive value from atmospheric cues within retail settings and study their impact on human behavior.

Scales are the most commonly used method of data collection in field research in all areas of study Hundreds of scales have been developed to assess attitudes, knowledge, perceptions or opinions of consumers in order to examine the hypothesized relationships with buying behavior and other constructs. Scale development in psychological studies is an area of intense growth (Clark and Watson, 1995). Interest in the value of producing viable measurement tools has been attributed to the ever developing world of social science theories as well as to the need to test those theories objectively (Netemeyer et at, 2003). As Schwab (1980) points out, measures are often used before adequate data exists regarding their reliability and validity. Many researchers have drawn seemingly significant conclusions from the application of new measures, only to have subsequent studies contradict their findings (Cookcf at, 1981). Researchers may arrive at a different conclusion if the tool is not developed appropriately and to the point which needs to be addressed. Thus, the most critical component in conducting a survey-based research is the error-free measurement scale which addresses the issue under study Developing a sound scale is a difficult and time-consuming process (Schmitt and Klimoski, 1991).

Any scale used for data collection should have adequate literature support and should also survive various rigorous statistical tests like validity and reliability. The American Psychological Association, in 1985, stated that a measure should demonstrate face validity, content validity, construct validity, criterion-related validity, and internal consistency. Face validity refers to the selection of items on the face value in specific construct. Content validity refers to the adequacy with which a measure assesses the domain of interest. Construct validity is concerned with the relationship of the measure to the underlying attributes it is attempting to assess. Criterion-related validity pertains to the relationship between a measure and another independent measure. Internal consistency refers to the homogeneity of the items in the measure or extent to which the item responses correlate with the total test score. There are specific practices that can be utilized to establish the evidence of validity and reliability of new measures.

Consumer Perception Scale in Store Environment (CPS-SE) has been constructed to measure consumer buying behavior in a store environment for the environment cues of music and salesperson with the six dimensions mentioned in the Indian retail context. The development of the scale has been undertaken in this paper considering three basic stages. Under Stage I, generation of individual items has been done, followed by Stage II of scale development or a manner in which the items are combined to form scale or instrument. And Stage III is scale evaluation or the examination of the new measure. The reliability and validity tests were conducted. Factor analysis with varimax rotation was performed to retrieve the factors in the scale and the six constructs, namely, perception of merchandise quality, perception of overall environment, perception of ambient music, perception of affability of salesperson, emotion (pleasure/arousal) and behavior (approach /avoidance). …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.