A STUDY ON FACTORS INFLUENCING BUYING MOTIVES OF

CONSUMERS TOWARDS NECESSITY GOODS IN AL AIN

A Project Report submitted to Mahatma Gandhi University in partial
fulfillment of the requirement for the award of the degree of

BACHELOR OF COMMERCE

Submitted by

SAYED NIHAL ANAND

OI01241210143

Under the Supervision and Guidance of

Smt. Swapna VI

Undergraduate Department of Commerce

Advanced Studies & Training Centre, Sharjah, UAE

May 2015
 A STUDY ON FACTORS INFLUENCING BUYING MOTIVES OF
CONSUMERS TOWARDS NECESSITY GOODS IN AL AIN

A Project Report submitted to Mahatma Gandhi University in partial

fulfillment of the requirement for the award of the degree of

BACHELOR OF COMMERCE

Submitted by

SAYED NIHAL ANAND OI01241210143

(MOHAMMED NABEEL) (OI01241210141)
(SHAMELAH GUL) (OI01241210145)
Under the Supervision and Guidance of
Smt. Swapna VI

Undergraduate Department of Commerce

Advanced Studies & Training Centre, Sharjah, UAE

May 2015
 CERTIFICATE

Certified that this project report titled “A STUDY ON FACTORS

INFLUENCING BUYING MOTIVES OF CONSUMERS TOWARDS
NECESSITY GOODS IN AL AIN” based on an original project study conducted
by Mr. SAYED NIHAL ANAND of Bachelor of Commerce (B.com) under the
guidance of Mrs Swapna V.I during the academic year 2012-2015.

This study is based on the original research and has not formed the basis for the
award of any other degree or diploma by Mahatma Gandhi University or any other
University.

Dr. K.V. Kumar

Centre Coordinator
 CERTIFICATE

Certified that this project report titled “A STUDY ON FACTORS

INFLUENCING BUYING MOTIVES OF CONSUMERS TOWARDS
NECESSITY GOODS IN AL AIN” based on an original project study
conducted by Mr. SAYED NIHAL ANAND of Bachelor of Commerce
(B.com) under the guidance of Mrs. Swapna V.I during the academic
year 2012-2015.

This study is based on the original research and has not formed the basis
for the award of any other degree or diploma by Mahatma Gandhi
University or any other University.

Swapna VI

Faculty of ASTC
 DECLARATION

I SAYED NIHAL ANAND hereby declare that this project entitled “A

STUDY ON FACTORS INFLUENCING BUYING MOTIVES OF
CONSUMERS TOWARDS NECESSITY GOODS IN AL AIN” has been
prepared by me and teammates under the supervision of Smt.Swapna VI,
Department of Commerce, Advanced Studies and Training Centre.

I also hereby declare that this a bonafide record of this project work
done by me during the course of my study and that the project has not
previously formed the basis, fully or partly, for the award of any Degree,
Diploma, Associateship, Fellowship or other similar title or recognition.

SAYED NIHAL ANAND

Place: Sharjah
Date:
 ACKNOWLEDGEMENT

This project titled “A STUDY ON FACTORS INFLUENCING

BUYING MOTIVES OF CONSUMERS TOWARDS NECESSITY GOODS
IN AL AIN” is a study on customer’s buying motives appeal. It would not have
been possible to complete this project without the help and support of many people
around me.

First and foremost I thank God Almighty for all the blessings showered upon
me.

I express my sincere gratitude to my guide Smt.Swapna VI (faculty of

commerce) for her timely suggestions and effective guidance without which this
project would not have reached this stage.

I express my sincere gratitude to my guide Smt. Jeby Elizabeth

(management of commerce) for her timely suggestions and effective guidance
without which this project would not have reached this stage.

I owe earnest and sincere thanks to all teachers of the Department of

Commerce, who have helped and inspired me during the course of project
preparation and the entire course of study.

I am obliged to all of my class mates who supported me in the completion of

the project.

I am indeed grateful to my lovable parents and my sisters who have given

unequivocal support throughout, for which mere expression of thanks won`t
suffice.

SAYED NIHAL ANAND

 TABLE OF CONTENT

SL Particulars Page
No: No:
List of tables
1.1 Classification of respondents on basis of gender 23
1.2 Consumer preference of purchase 25
1.3 Consumer preference- cost, quality, necessity 27
1.4 Factors influencing buying motive on basis of 28
gender
1.5 Analysis of consumer awareness 30
List of charts
1.1 Classification of respondents on basis of gender 24
1.2 Consumer preference of purchase 26
1.3 Consumer preference- cost, quality, necessity 27
1.4 Factors influencing buying motive on basis of 29
gender
1.5 Analysis of consumer awareness 31
1.6 Sales trend in Electronic Department 32
1.7 Sales trend in Textiles Department 33
1.8 Sales trend in Food Stuff Department 34
1.9 Sales trend in Pharmaceuticals Department 35
Motives are the drives, impulses, wishes or desires that initiate the sequence

of activities known as behavior. Behind any purchasing action, there are

several factors, which are playing an influential role where the customer to

perform the task.

This study examines key influential factors that motivated and moves the

customer towards a purchase and determines the level of influence that each

influential factor has contributed to the scenario. Focusing on the set-up in

dept, the research explores the factors influencing customer buying motives

towards necessity goods in Al ain. The main objective of this study is to

assess the degree of influence generated by influencing factors of customer

buying motives. It is also indented to classify them based on their gravity at

buying decisions.

Although it may not be obvious from terms like “impulsive buying”, a

number of complex factors go into a consumers decision to buy something.

These include economical, social, psychological and personal consideration.

Frequently it is a combination of these that gets a product off the shelf and

into a customer’s shopping

ECONOMIC

The primary consumer buying motives are personal, social and

psychological, not economic. No one buys anything simply because they can

afford it nor is it a guarantee that people will buy the least expensive option

available when choosing between competing products. However, economics

are always a consideration in customer decision making, if they aren’t a

primary motivator.

PERSONAL

Personal motivations are those that relate to individual and demographic

information. Individuals prioritize needs differently and make different

decisions based on things like age, gender, personal taste and sometimes

cultural ethnicity. Products marketed to teenagers are different, or at least

presented differently, than products targeted to senior citizens, and those

marketed to men are presented differently than products marketed to women.

When it comes to culture and ethnicity, great care must be taken and careful

research in necessary. Something that is a selling point to one group maybe

offensive to another.
PSYCHOLOGICAL

Psychological consumer motivations are things that fall more into the area of

need, or at least perceived need. They include things like safety, self-esteem,

love and belonging. In other words, when consumer buy products based on

psychological motivations it is because they believe that it is a product that

is crucial to their personal health, safety, emotional, physical or

Psychological wellbeing. When a product is marketed, other common

psychological characteristics may be taken into account including things like

compulsiveness, ambition or competitiveness.

SOCIAL

Social motivations are those that are influenced by a person’s peer groups or

the broader society. On a personal level, social motivations may includes

friends, family, co-workers or neighbors. In terms of greater society, it may

include a person’s social groups, cultural groups or opinion leaders, such as

celebrities. When advertisers use celebrity endorsements or make

advertisements featuring people and settings you can identify with they are

attempting to provide a social motivation. In some situations, this type of

motivation has also being referred to as “peer pressure”.

 ECONOMIC SOCIAL

PERSONAL PSYCHOLOGICAL

FACTORS
INFLUENCING
CONSUMER BUYING
MOTIVES

The Five Stages of the Consumer Buying Process

While not every consumer goes through the same process of shopping and

buying, many consumers go through a set process. This process of buying is

not always conscious, but many advertisers and retailers take into account

when developing their marketing strategies.

Identifying a Want, Need or Problem:

The consumer wants something, needs something or has a problem that

requires the purchase of a product or service. The consumer is in a position

where a purchase will be necessary to satisfy the situation. Some consumers

procrastinate by convincing themselves they can do without what they want

or need, or can fix the problem themselves, without spending money. Others

move on to the next stage.

Searching for a Purchase:

The consumer searches (shops) for the desired product, whether it is a want, a need

or a product or service. This is the stage of advertising where advertisers have the

opportunity to sway a customer’s purchasing decision.

Evaluation:

While many shoppers are impulse buyers or avoid window shopping, other

consumers will often go through an evaluation process during which they will

weigh all the options they came across during the searching process. During this

process, consumers evaluate such factors as cost, quality and availability before

making a purchasing decision.

Purchasing:

The purchase of a product or service is the fourth step in the consumer buying

process. At this point, the consumer has considered all of the factors relating to the
product, and has shopped around for the best deal or option. Customers have

typically made up their mind about what they want to spend and where to spend it.

Product Evaluation:

The last phase of the buying process is an evaluation process, during which

consumers determine if their purchasing decision was the right one. This may or

may not be a conscious thought process. For many advertisers, the goal is to elicit

positive results with the product or service, with the hope that customers will

review or talk positively to others about the product or service they’ve used.

Identifying a want, need or problem

Searching for a purchase

Evaluation

Purchasing

Product evaluation
The main importance of the study is as follows:

 To determine the factors influencing the consumers

 To determine the necessity goods consumed by the

consumers

 To know how the consumers are affected by the various

market situations

 To know how the consumers are influenced while

purchasing

 To find the importance of consumers in the economy

The major objectives of the study are as follows:

 To identify the factors which influence the purchase

behavior of

consumers

 To identify the motivational factors which influence the

buyers

 To examine the influence of buying motives towards

necessity goods

 To study various consumer behavior

 To study the good consumed by the customers

 To analyze producers behavior towards consumers

 To know whether the consumers are being exploited

 The study of factors influencing buying motives of consumers with special

reference towards necessity good in Al ain, deserves a great relevance in the

present competitive market situations. Today we can see a lot of companies with

wide variety of goods in the market trying to attract the consumers by various

marketing techniques and policies. The necessity

goods refers to goods which are required by the consumers at any cost, but

today the producers or companies are exploiting this. So it is important to study

this problem.

The study is conducted within the premises of Al ain city and the data

collected is confined to Marhaba Trading & Importing Compnay. The respondents

include the customers, staffs, owners, etc. from the retail outlet. For conducting the

survey a sample of 35 were selected randomly from the above mentioned retail

store.
Hypothesis is a process or procedure under which a statistical hypothesis is laid

down and it is accepted or rejected on the basis of random sample drawn from the

population. The test conducted to accept or to reject the hypothesis are known as

statistical test of hypothesis.

Under this study we have two options. That is whether the consumers are

influenced by various factors while purchasing necessity goods or not. So these can

be taken as the null and alternative hypothesis respectively.

That is;

H0: Buying motives of consumers are influenced even in the case of necessity

goods.

H1: Buying motives of consumers are not influenced even in the case of necessity

goods.
There are mainly two methods used to study the project. They are as follows:

 Census method

 Sample method

Census method

If the investigator wants to study each and every part of the population the census

method is used. In this method, the investigator can get the whole information

about the population. Here he does not study the representative part of population.

The investigator can get the pure and accurate information under this method. But

it is very expensive and time consuming.

Sample method

If the investigator wants to study only representative part of population, sample

method is used. Here the investigator collects the information from only a

particular area. Under this he won’t be able to study the whole part of population.

But the time and expense required is very less.

The sample method is used to study the project. For the purpose of research I

selected Marhaba Trading & Importing Company

There are more than 10,000 people living all over the area. The sample consists of

35 people (including men and women).

The brief descriptions are as follows:

Research design : the research design was descriptive in nature. Questionnaire

was the primary source of data.

Area of study : Marhaba Trading & Importing Company(AL Ain)

Sample size : 35

Period of study : One month

Sources of data : Primary and Secondary

Primary sources : Questionnaires, Direct investigation

Secondary source : Internet

The sampling procedure is as follows:

The 35 retail customers of Marhaba Trading & Importing Company are surveyed,

the questionnaire is prepared and distributed to selected persons. The questionnaire

consists of 14 questions and they filled it deliberately.

For the purpose of studying the subject, various statistical tools are to be used. The

statistics provide a number of tools for the study purpose like diagram, graph,

measures of central tendency, measures of dispersion etc.

The statistical tools used for this study are;

 Tabular

 Graph

 Diagrams

The main limitations of the study are as follows:

 Sampling method is used to study the project, it did not cover the overall

population.

 Since the population is large, it requires more time for the study. So lack

of adequate time

 Consumers’ taste and preferences changes. So the study doesn’t reveal

the subject clearly.

 Insufficient answers from the respondents lead to wrong conclusions

 The final conclusion is drawn on the basis of data collected from the

selected samples, it doesn’t draw a clear picture of the study as the

sample is small.
Marhaba Trading & Importing was established business since 1998 in Mezyad Al

Ain with a supermarket with company Brand Name “Marhaba SuperMarket”.

MISSION

To provide optimum customer satisfaction by offering quality services, Fair Prices,

Varity and total shopping Convenience.

VISION

Is linked with our mission to be the BEST RETAILER and BEST EMPLOYER in

each market we operate. Our vison will guide and direct us towards our mission,

and communicates what we believe as an operations group.

OUR EMPLOYEES

Employees are well trained & experienced to work on computerized customer

terminals.

Currently 16employee are working.

 Analyzing customer buying motives has identified as a cornerstone of

a successful marketing strategy. The factor which precipitate the buyer’s

motives and guide their final selection of the product can be perceived as

best satisfying their purchase need. While the perception of the buyer will

mediate the information used and the interpretation put on it, all purchase

decision incorporate a mix of price, technology, performance, personal and

emotional factors. While one motive may dominate others, the availability of

choice in the market place means that buyers will often be faced with two or

more acceptable solutions to their purchase need, and so may appear to

behave “irrationally’ in making their final selection. Therefore identifying

and understanding the factors influencing the customer buying motives is a

key concern in the development of effective marketing strategies.

A motive is an internal energizing force that directs persons’ activities

towards satisfying needs or achieving goals. Buyers’ actions are affected by

a set of motives rather than by just one motive. Motives also affect the

direction and intensity of behavior, Pride and Ferrel, 2010. Furthermore,

motives can be explained as drives, impulses, wishes or desire that initiate

the sequence of activities known as behavior, Udell, 2001.

 According to Udell, the importance of customer buying motives in the

marketing success of a product was emphasized forty years ago in the

pioneering work of researcher Melvin T. Copeland. In an attempt to present

a classification of motives useful to business management, Copeland

proposed separating them into two categories, rational and emotional: these

motives have their origin in human instincts and emotions and represent

impulses or unreasoning prompting to action. By going through the

classification of Copeland and other experts in the subject matter, Udell has

introduced a new classification of buying motives by dividing them into two

extremes, those which are operational and those which are

sociopsychological. He further explains that the operational buying motives

as those reasons for the purchase that are directly related to the anticipated

performance of the product and sociopsychological motives as reasons for

the purchase that are indirectly related to the anticipated performance of the

product and directly related to the consumers’ social and psychological

interpretation of the product.

 Consumers make many buying decisions every day. Most large

companies conduct researches on consumer buying decisions in great detail

to answer questions about what consumers buy, where they buy, how and

how much they buy, when they buy and why they buy. Though the questions

are set and straight forward, learning about the whys of consumer buying

behavior is not as easy as the answers are often locked deep within the

customer’s mind. In some cases the customers themselves are not aware of

what exactly influence their purchase. There the buying decisions are made

at unconscious level which shows the vitality of a depth understanding prior

to next step, Kolter and Amstrong, 2008.

According to Kolter and Amstrong, customer purchases are

influenced strongly by cultural, social, personal and psychological

characteristics. The marketer needs to understand the role played by the

buyers’ culture, sub culture and the social class. Social factors are being sub

grouped as small groups, family and social roles and status. A buyer’s

decision is also influenced by personal characteristics such as age, life-cycle

stage, occupation, economic situation, life style, personality and self

concept. Psychological factors including motivation, perception, learning,

beliefs and attitudes are also taken as key concerns.

 According to Gitomer, 2004, “people don’t like to be sold, but they

love to buy”. He argues that the least powerful way of completing a

transaction is teaching sales people on how to sell, and by knowing or

without knowing it has been practiced for the last 120 years. As per his

classification, customer buying motives consists of the following factors;

(a) purchase oriented,

(b) emotional oriented,

(c) experience oriented,

(d) profit or money oriented and

(e) result oriented

 Several factors determine whether a consumer buys a given product.

Decisions often reflect an individual’s life style, social class, psychological

behavior, and culture. These are factors that are beyond the control of a business,

but should be taken into consideration when marketing a product. If you are

running a business, large or small, it’s crucial to be able to put yourself in the shoes

of consumers. By understanding the perspective of the people who may purchase

your product or service, you can relate to them and their needs, creating more

effective marketing messages and improving profitability. Several factors

influencing consumer behaviors, and you should take these into account when

advertising.

The study revels various results which is conducted by taking random

sampling from the population. Even though it has certain limitations, I strongly

believe this study has found proper conclusion at the end which constitute the

whole populations data from the selected sample of 35 people in Marhaba Trading

& Importing.

Analysis and interpretation on the topic factors influencing buying motives

of consumers with special reference to necessity goods in Al ain city are as

follows;
The table given below shows the classification of respondents on the basis of

gender:

Gender No. of respondents Percentage of respondents

Male 20 57

Female 15 43

Total 35 100

Table 1.1
 male
female

Diagram 1.1

From the above diagram and table it’s clear that, out of 35 samples 20 are male and

15 are females of customers of Marhaba Trading & Importing Company. This

sample constitutes the total population. The study is made on the response from

them.
The table shows the area of preference in purchasing the product with reference to

income:

Area of purchase Up to 3000 3000-8000 8000-15000 Above 15000 total

Malls 0 1 2 3 6

Super markets 0 1 2 2 5

Ordinary shops 1 3 2 1 7

Cooperative stores 1 4 2 0 7

Ration shops 4 5 1 0 10

Table 1.2
 12

10

Malls
Super markets
6
Ordinary shops
Cooperative stores
Ration shops
4

0
< 3000 3000 -8000 8000-15000 >15000 total

Diagram 1.2

The above diagram shows that people with income up to 3000 and 3000 – 8000

prefer to go to ration shops most which has a frequency of 4 and 5 respectively.

High income group of 8000 – 15000 and above 15000 prefer to go to super

markets and malls.

The consumers’ preferences to purchase are as follows:

Particulars No. of respondents

Quality than cost 5

Cost than quality 8

Both 7

Due to necessity I don’t bother it 15

Table 1.3

No.of respondants

Quality than cost

Cost than quality

Both

Due to necessity I don’t

bother it

Diagram 1.3

It’s clear that, most of them purchase necessity goods in order to satisfy their wants

fastly rather than cost and quality.

Some of the factors that influence consumers while purchasing a product are as

follows:

Buying motives Male female

New fashion 2 3

Advertisement 4 2

Prestige 1 3

Easy availability 6 4

Brand 3 1

Others influence 4 2

Total 20 15

Table 1.4

The above table shows that, most of the people prefer easy availability which is 10

out of 35 samples. Also some men are influenced by advertisement and others

influence 4 and 4 respectively where as some women are influenced by new

fashion and prestige in the society.

 7

4 Buying motives
male
female
3

0
1 2 3 4 5 6 7

Diagram 1.4

The above diagrammatic representations give the clear picture regarding the

factors influencing the buying motives.

The analysis of awareness of consumer rights, exploitations of

the consumers by the producers and marketers and the

involvement of govt. in protecting the values of consumers are

discussed below:

Basis of analysis Yes No Some Total

what

Awareness of consumer rights 8 13 14 35

Producers exploiting the 15 10 10 35

consumers

Govt. protects values of 33 0 02 35

consumers

Table 1.5
 40

35

30

25

20
Some what
15
No
10 Yes
5

0
Awareness Producers Govt.
of consumer exploiting protects
rights the values of
consumers consumers

Diagram 1.5

Inference:

From the above table and diagram we can understand that most of the consumers

are not aware of their right and duties. The producers and the marketers are the real

persons who are making benefit of the market situations. Also the statistics reveals

that govt. is taking proper actions to protect the values of consumers.

 10000000
9000000 SALES TREND IN ELECTRONICS DEPARTMENT
8000000
7000000
6000000
5000000
4000000
3000000
2000000
1000000
0
1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

SALES TREND IN ELECTRONICS DEPARTMENT

Diagram 1.6

The electronics department of Marhaba Supermarket has faced up and down since

1998 and for the present time it is showing a positive trend of growth as per the

2014 sales trend.

The Buying motive behind the initial period in Marhaba Super Market was due to

a new supermarket trend in the market and people where excited about its

advertisement and its way of presentation and style. But the buying motives

decreased due to the effect of worldwide depression in the middle years.

 SALES TREND IN TEXTILE DEPARTMENT
9,000,000.00 .‫إ‬.‫د‬
8,000,000.00 .‫إ‬.‫د‬
7,000,000.00 .‫إ‬.‫د‬
6,000,000.00 .‫إ‬.‫د‬
5,000,000.00 .‫إ‬.‫د‬
4,000,000.00 .‫إ‬.‫د‬
3,000,000.00 .‫إ‬.‫د‬
2,000,000.00 .‫إ‬.‫د‬
1,000,000.00 .‫إ‬.‫د‬
- .‫إ‬.‫د‬

SALES TREND IN TEXTILE DEPARTMENT

Diagram 1.7

The sales of textile department was showing a growth till 2000 and the stability of

the growth reduced in the preceding years and by 2007 negative trend was showing

till 2013 which we think as the effect of worldwide economic depression as for

now growth trend is shown.

The unstable buying motives in the textile department is due to the drastic fashion

change and the firm couldn’t keep to up to date with the fashion changes hence

over stocking of textile goods had caused for SALE offers even which didn’t

attract much customers.

 SALES TREND IN FOOD STUFF DEPARTMENT
10000000
9000000
8000000
7000000
6000000
5000000
4000000
3000000
2000000
1000000
0
1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

SALES TREND IN FOOD STUFF DEPARTMENT

DIAGRAM 1.8

The sales trend of food stuff in Marhaba Supermarket is stable but little growth but

the growth rate had increased with time. Economic depression hasn’t affect this

department.

The sale trend shows that the Buying motives of customers towards food stuff is

stable and even in the depression period it was shaving a stable growth also lots of

SALE & OFFERS where given by Marhaba Super Market which has been

successful to keep the buying motives of people in a positive attitude.

 SALES TREND OF PHARMACEUTUCALS
10,100,000
10,000,000
9,900,000
9,800,000
9,700,000
9,600,000
9,500,000
9,400,000
9,300,000
9,200,000
9,100,000
1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

SALES TREND OF PHARMACEUTUCALS

Diagram 1.9

High rate of growth is shown in Pharmaceuticals department. The sales trend is

shown always positive since 1998. And in depression times it is showing actually

high rate and back to normal growth rate it normal economic years.

The Buying motives the pharmaceuticals goods is always having a positive

attitude by the customers of Marhaba supermarket and no depression has effected

the buying motives of the customers in this necessity goods. It is really shown that

people are really depending on medicines as people are aware “Health is wealth”

Also in the depression times it has increased high especially for medicines which

are used for keeping mental health stable against depression etc.
1. People with high income prefer to go to malls and supermarkets, whereas

people having low income prefer to go to ordinary shops and cooperative

stores and Ration shops are for UAE nationals only.

2. Even though many people give equal importance to cost and quality while

purchasing, most people give maximum preference to the necessity

satisfying rather than quality and cost.

3. Both gender , male and female give more importance to easy availability of

goods rather than advertisement ,brand , new fashion ,etc. which makes clear

that need satisfying is the first preference by most consumers.

4. Even though there are various consumer courts and such, consumers are not

still properly aware of their rights which give the producers and marketers to

exploit the consumers.

5. Buying motives of consumers are influenced by various factors such as

social, personal, psychological, economic etc. This is due to the varied needs

and wants of consumers and the increasing market competitions.

During the completion of my study, I would like to forward the following

suggestion to the public,

 Should give equal importance to cost and quality of the product while

purchasing

 It is better to conduct proper awareness among the consumers regarding

the consumer rights.

 You should be buying a product only after considering the substitutes

available in the market since same item could have different prices.

 Various factors may be influencing you but the important thing in the

case of necessity goods is to make it available.

 Never give head to producers or marketers to exploit you.

 Consumers should make use of the consumer courts to get their rights.

.
  Purchase behavior is influenced by various factors.

 Various motivational factors like economic, personal, psychological,

social, etc influence the buyers.

 Low income group are generally feeling difficulty in making

purchases.

 Consumers are not properly aware of the consumer rights.

 The buying motives of the consumers towards necessity goods are

different from any other type of goods.

The whole study regarding factors influencing the buying motives with

special reference to necessity goods in Al ain city gave a proper

conclusion at the end that, consumers are not much influenced in the case

of necessity goods as compared to other type of goods. Their buying

motives are limited to a circle.

By the detailed study of the subjects I can understand the buying motives

of consumers are influenced even in the case of necessity goods.

Therefore we accept the null hypothesis

A STUDY ON FACTORS INFLUENCING BUYING MOTIVES OF CONSUMERS

TOWARDS NECESSITY GOODS IN AL AIN

I. Personal information

Name :

Gender : male female

Address :

Occupation :

Average monthly income : Up to 3000

Between 3000-8000

Between 8000-15000

Above 15000
II. Official Information

1. Which area do you prefer the most in purchasing?

Malls ration shops

Super markets ordinary shops

Cooperative stores

2. You prefer this particular area in purchase because:

(a) it is easily available

(b) your friends also use to buy from this area

(c) some other reasons

3. What do you prefer most, while purchasing a product?

(a) Quality than cost

(b) Cost than quality

(c) Both

(d) Due to necessity I don’t bother it

4. Do you prefer to buy products according to new fashion?

Yes No Sometimes
 5. Are you driven away by the advertisements shown on televisions or any

other medias?

Yes No Sometimes

6. Do you buy things to show your prestige in the society?

Yes No No response

Is it your circumstances that you are compelled to buy the products even though

the prices are raised?

Yes No No response

8. Do you buy products that are being endorsed by your favorite film star?

Yes No Sometimes

9. Do you prefer any brands while purchasing?

Yes No Sometimes

10. Have the standards of your life been affected due to the price rise on the

necessity goods?

Yes No To an extend
 11. While purchasing a necessity good like medicine do you prefer brand,

advertisement, cost, etc?

Yes No Sometimes

12. According to your opinion, whether the producers, sellers, etc are actually

making benefit out of necessity goods?

Yes No

13. Are you aware of the consumer rights?

Yes No Somewhat

14. In your opinion, is government taking suitable actions to protect the

consumers’ wants?

Yes No Somewhat
 BIBLIOGRAPHY

 www.google.com

 Marketing Management – Vinod A

 S. A. Siddiqui’s Comprehensive Economics

 Gulf News newspaper articles

 www.ehow.com