Determinants Of Consumer Involvement By Sapna Solanki

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This paper is an academic critique of an article written by Sapna Solanki (2013) titled: Determinants of Consumer Involvement: A Quantitative Analysis of Laptop Purchase. The author undertook a research study to find out the impact of demographic variables and attributes on consumer involvement in purchase of laptops. My examination deliberately concentrates on particular parts of the article as far as procedure and legitimacy of exploration strategies and results. I have attempted to develop a cohesive and unified explanation which not only expounds the particulars of the research but which also formulates a clear interpretation of that research throughout. Being that the sample size, to some degree, determines our levels of confidence in …show more content…
Solanki uses a comprehensive list of sources throughout his study to perceive different behavior, attitude and involvement towards purchase related activity. For example, he uses past research development in salary, gender, education, marital status, and age level as factors in consumer’s decisions. This section basically outlines the premise behind the research with pre-existing literature that relied heavy on Slama and Taschain (1985) and Jain and Sharma (2002). It furthers defines Solanki’s attempt to find consumers inclination towards buying laptops.
In terms of the method for evaluation in this particular study, the author used Zaichkowsky’s (1985) Likert scale. The measurements were on a five-point scale with each product ranging between 20 to 100. Additionally, the author carried out the research on the consumers of Indore City. Data was collected from household, college students, and various occupational categories. For seven days of the week the author used all type of consumers by testing both non-probability and quota sampling (Solanki, 2013, p.57).
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In this case, the author has chosen 50 respondents for each group taken for the study. I would have chosen 100 respondents. The size of the sample dictates the measure of data one has and accordingly, to some degree, data decides accuracy or level of certainty that have one has in his or her sample estimates. An estimate always has an associated level of instability, which relies on the fundamental variability of the information and additionally the example size. The more variable the population, the greater the uncertainty in our estimate. Essentially, the bigger the sample size the more date we have and so our uncertainty diminishes. Strongest Section
In his research, Solanki’s data analysis/research is his strongest section. Solanki uses statistical tools to find the impact of variable demographics such as salary, gender, education and marital status. Each result test greatly explains its relationship on consumer involvement in the purchase of the laptop. The use of comparison and contrast in this section among the different variables also carries the validity of the research. By testing each hypothesis through statistical tools, it also leads to a better clearer understanding of which variable was a major determinant.

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