Price sensitivity-consumer satisfaction relationship towards electrical appliances.

Consumer satisfaction has been long recognized in marketing thought and practice as a central concept as well as important goal of all business activities. While price sensitivity, has been observed as an important element affecting diffusion of products and services which irrefutable, proved to correlate in consumer satisfaction with other efficiency dimensions. By incorporating price information into the consumer satisfaction framework, this study is aimed to identify the relationship that is germane between the variables, and to investigate the influence of demographical characteristics, effect of ads, consumer loyal and disloyal behaviours towards price sensitivity, by adopting electrical appliances as the medium of this study. Itemized rating scales and multiple choices instrument were used in the questionnaire survey, by gathered opinions and preferences of a total 201 respondents in Klang Valley, Selangor, Malaysia through a quota sampling technique. The variables were tested via Statistical Package for Social Science (SPSS) and the results indicated that price sensitivity-consumer satisfaction relationship is significant in a positive wayan electrical appliances purchasing. Meanwhile, effect of ad, consumer loyal and disloyal behaviours also proved to correlate with price sensitivity. Nevertheless, a hypothesis test on these variables via multiple regression analysis is only partially accepted, as the relative importance of affect of ads is below the significant level. As for demographic factors, age is proved to have a negative relationship with price sensitivity and consumer satisfaction whereas other demographic factors indicate differences and indifferences with price sensitivity and consumer satisfaction. In sum, consumer satisfaction is depends on value to some extend, which in turn depends on price. The descriptive and inferential analysis of this study provides discernible trends on consumer purchasing behaviours in electrical appliances and a lucid explanation between variables proposed in the study. It also presents a concise and simple measure of price sensitivity that may open the door for more careful and empirical study of other aspects of price sensitivity. At the same time, this study provides a simple idea to marketers, researchers, advertisers and other parties who may interest to know more about the price sensitivity-consumer satisfaction relationship studies.

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