HYPOTHESIS RESULTS

-Research design:

The research is descriptive in nature and it uses convenience sampling. The research is conducted through questionnaire and the subject used in pretest are under graduate students enrolled in engineering and the subjects used after pretest are under graduate engineering students and other under graduate science students in the age group of 17-24years. The scale used for this research is 7 point likert scale and the results are predicted using factor analysis and regression analysis. The variables define for salesperson behavior tested on 7 point likert scale with 1= extremely sale oriented and 7= extremely relational oriented, then cut off for mean is set at 5.0. The variables whose mean value is above 5.0 are considered under relation oriented. Whereas, variables whose mean value is below 2.5 are considered for sale oriented behavior. Further, mean value is taken for consumer assessment mind set and consumer action mind-set. Whereas, to differentiate pre defined variables for goal thwarting, goal facilitation, emotions and outcome behavior we used factor analysis. The sample size taken for the survey consisted of 300 respondents and the survey is conducted at universities, colleges, malls, educational institutions. The data analysis is carried out using statistical tool like spss16.0 and customer mapping using MS Excel 2007 in order to achieve the desired objectives. The data interpretation is done by using regression analysis.

Significance of the study:

The study shows that how sales person behavior, effect the consumer mind-set; and convert the consumer action in to the sales of the goods. It also discussed that how emotions of the customers plat an important role in taking decisions during interaction with sales person; and how sales person attitude motivate them to purchase goods or service. This study show the new dimensions of understanding consumer mind during interaction with the sales person, and how sales person behavior help in increasing sales of goods or services provided by the organization.

HYPOTHESIS RESULTS

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H1: perceived goal facilitation/thwarting are not significantly affected by consumer assessment mind when the salesperson uses relational behavior.

In this hypothesis goal facilitation and goal thwarting are dependent variables and consumer assessment and salesperson behavior are independent variable. The hypothesis is examined using regression analysis.

From regression analysis, it seems that consumer goal achievement depends on the conversation between salesperson and the consumer assessment of that information. Whereas, the results of the regression indicate a significant interaction of consumer assessment mind-set and behavior with both goal facilitation and goal thwarting, (F= 8.66, p=.002) for goal facilitation and (F = 4.377, p=.003) for goal thwarting with adjusted R square value of .863. From this result it is clear that null hypothesis is rejected.

H2: Goal facilitation/thwarting will not be affected by consumer action mind set when the salesperson use exchange oriented behavior.

Here, goal facilitation and goal thwarting are dependent variables and consumer action mind-set and salesperson behavior are considered as independent variable. The hypothesis is tested using regression analysis. From the test, it is conclude that goal facilitation/ thwarting are significantly affected by consumer action mind set and salesperson behavior, along with a significant value for goal

facilitation( F=6.337, p= .0576) goal thwarting ((F=9.673, p=.005) . The R-square value for goal facilitation is .761 whereas, for goal thwarting is .689.

H3: Goal facilitation/thwarting are not evoked by positive/negative emotions.

The subjects were asked to identify the emotions which evoke during interaction with salesperson. After applying factor analysis on emotional variables, mean value is taken with a reasonable cut off value, and those emotions which are of least importance are dropped from the study. The emotions terms were classified from Richens(1997) and some of them are explained in hierarchy of emotions. Results of the regression indicate a significant interaction of positive and negative emotions with goal facilitation and goal thwarting. Positive emotions (F= 7.673, p=.0256) for goal thwarting, and negative emotions (F = 4.377, p=.003) for goal thwarting and positive emotions (F= 8.66, p=.002) for goal facilitation, and negative emotions (F = 4.377, p=.003) for goal facilitation.

H4:Internally/Externally oriented emotionsdon’tcausea significanteffecton consumer assessment/action mind set.

The internally oriented emotions are basically inner feelings of the customer generated by the current facing situation. Whereas, external oriented emotions are generated from the behavior or the provided information from the salesperson, then a mean value is calculated for internal and external emotions. Here, internal and external emotions are independent variables and consumer assessment and consumer action are dependent variables. The results of the regression indicate a significant interaction of internal and external emotions with consumer assessment mind set and consumer action mind set. Whereas, Internal

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consumer assessment mind set and internal emotions (F= 5.93, p=.032) for consumer action mind set

H5a: Internally positive emotions will not play dominant role when goal facilitation is high.

Goal facilitation is considered as dependent variable and internally positive emotions are considered as independent variable. From the test, it is conclude that goal facilitation is significantly affected by internal positive emotions like relieved and pleased. The results of the regression indicate a significant interaction of internal positive emotions with goal facilitation; having(F=5.64,p=.001), with R square value of .707.

H5b.Internally negative emotions will not play important role when there is goal thwarting.

Goal thwarting is considered as dependent variable and internally negative emotions are considered as independent variable. From the test, it is concluded that internally negative emotions like sad, unfulfilled and painful cause significant affect goal achievement. The results of the regression indicate a significant interaction internal emotions with goal thwarting (F= 7.98, p=0.028), with R square value of .741 H5c.Externally positiveemotionsdon’taffectgoalfacilitation when itishigh.

Goal facilitation is considered as dependent variable and externally positive emotions are considered as independent variable. From the regression analysis, it is considered that external positive emotions like enthusiastic, warmhearted, eager affect on goal facilitation. Whereas, the results of the regression indicate a significant interaction of external positive emotions with goal facilitation having (F=9.93,P=.008), with R square value of .695

H5d.Externally negativeemotionsdon’tplay significantrolewhen thereisgoalthwarting.

This hypothesis considered the analysis for the talk between subject and the salesperson. The results of the regression indicate a significant interaction of externally negative emotions with goal thwarting and the variables which significantly influenced this situation are astonished and anxious ( F=4.89,p=.007) H6a: When goal facilitation is high and a consumer is concerned with avoiding negative outcome advancement and approach strategy will not be adopted.

The advancement and approach strategy are considered as independent variable, where advancement means advancing in the decision process and approach means reasserting goals on the encounter, and goal facilitation is considered as dependent variable. The results of the regression indicate a significant

interaction of goal facilitation with advancement and approach strategy with (F=10.78, p=.039).

H6b: When goal facilitation is low and a consumer is concerned with avoiding a negative outcome

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When consumer felts that information which is provided by the salesperson is not helping it to attain its goal then it try to avoid further talk with the salesperson and the sale is dropped. The results of the regression indicate a significant interaction of goal thwarting with avoidance strategy ( F=6.34, p=.047) and the variables which influence this situation from customer behavior are (a) customer leave the store without purchase (b) never make a purchase from that salesperson in future.

H6c: When goal facilitation is high and a consumer is concerned with achieving a positive outcome an actualization strategy will not be adopted.

In this case consumer is hoping for achieving the desired product and is actually thinking of doing a purchase. The results of the regression indicate a significant interaction of goal facilitation with

actualization strategy having (F=4.11,p=.038) and the goal facilitation is considered as dependent variable and actualization strategy as independent variables, and the variables which cause an important effect on goal facilitation with the assistance of salesperson are (a) make a purchase from that salesperson in future (b) salesperson is helpful in understanding my needs.

Conclusion:

In today scenario market revolves around the customer needs, wants and expectations and every one try to lure customer by value additions and focus on enhancing the ability of boundary spanners. Thus, the foremost purpose of this paper is to study as to how and in what manner the interaction between consumers be motivational mind-set and a salesperson's behavior affects a consumer's cognitions,

emotions, and outcome behaviors. Consumers have to interact with salespersons on most of the deals and most of the times it is seen that goal attainment/thwarting based on the interactive talks between

salesperson and consumer. If, salesperson provide information as per the requirement of the customer than the chances of goal attainment is high otherwise every interaction with salesperson evoke negative perception in customer mind and leads to goal thwarting. Moreover, positive emotions whether internal or external play an important role on the interaction between salesperson and consumer and further leads to goal attainment. Whereas, negative emotions whether internal or external leads to goal thwarting. When goal facilitation is high consumer is moving toward goal achievement. Whereas, when goal facilitation is low, and when salesperson is not providing required information to the customer; in that situation

interaction leads to goal thwarting. From the research it is concluded that there is a necessity for

salespeople to understand what motivates consumers to enter a sale encounter. The research indicates that relational oriented behaviors are perceived as facilitating, thus, unlikely to drive a consumer away,

however, it could be extremely difficult to recover from a situation in which exchanges behaviors are used on a consumer in an assessment min set.

Appendix I

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Buy one get one free

Ican hold it for you for x no of days

This product really suits you

This item is very rare

We can exchange the product for you

This item is liked by everyone

People mostly buy this quality of product only

This item is in latest fashion

This product works for years

His product is very much in demand

My expert opinion says you should buy this product

In which range you would like to buy

What you like fast colors or sober colors

Would you like to try this product

This is the last piece; which is left

We have variety of color in this product category

Ilike this product because of its price and quality

This is easy to handle and wash

It is a low maintenance product