Cash or Card: Consumer Perceptions of Payment Modes - Scholarly ...

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� Brand owners may well be advantaged as when cards are used more expensive brands
(manufacturers brands) are purchased and also people buy more products in (at least
in the super-market context).
8.6: Limitations of the Study
The study is limited in both scope and context. Scope is an issue, because of the sample size.
Participants were selected via a non-probability, criterion-based, purposeful sampling
process. So, regardless of the sample size, that such sampling represents the entire
population cannot be known, therefore it is not sensible to generalize the results beyond the
specific sample used. Whilst the use of the supermarket purchase situation allows comparison
with previous studies it limits the findings to this context. These limitations also extend to
the use of the payment mode perception scale. Whilst every effort was made to ensure
structural validity, testing and development needs to be conducted across a range of
populations before external validity can be assured.
While there have been many contributions to the discipline of consumer behaviour, financial
retail services, behavioural economics and economic psychology from this study, there are
some limitations to it that will now be discussed.
� Some small methodological limitations worth noting in regards to focus group
discussions. First of all, while maintaining homogeneity of participants in focus
group, all were women between the age of 25 to 35 with a child under the age of five
and living in same demographic area could limit our understanding of the perceptions
of payment mode. A diverse view on perceptions of payment mode was not
generated.
� One major limitation that was who actually did the grocery shopping, identifying
decision makers and influencers. Though, participant homogeneity was an important
consideration while recruitment stage for field experiment, it was not possible to
control who actually did the grocery shopping in the household.