Analysis of response behaviour of members and non-members towards consumer co-operatives

Abstract

The study viz. “ An Analysis of response behavior of members and non-members towards consumer co-operatives” has been carried out to asses the parameters that influence the choice behavior of members and non-members of consumer co – operatives and the pattern of consumer preference in relation to groups of consumers and products. The study also examined the salience determining parameters of consumer co – operatives.

Consumer co – operatives in the Thrissur district constitute the population and three autonomous primary consumer co – operatives and TWCCS and its three selected branches constitute the sample for the study. From the selected units, two hundred consumers consisting of equal number of members and non – members were randomly selected as respondents.

The first objective was analysed with the help of Kendall’s Coefficient of concordance and the results revealed that price, quality, and convenience are the parameters influencing the respondents preference towards the store while availability of preferred brand, credit facility and membership are the key parameters identified for their non – preference.

The second objective analysed with the help of percentage indicated that the respondent’s demand for stationery from the store is very low when compared to provision. Further analysis on product/brand preference and its availability in consumer co – operatives proved that the low demand for stationary is due to non availability of required quantity.

The salience was analysed by constructing satisfaction Index. The results revealed by that the respondents are not that much happy with availability of preferred brand/product which remained as one of the factors determining their non – preference towards the store.