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

assumption was that those who agreed to participate shopped weekly, at a supermarket for
their groceries.
This was to ensure that all the receipts were for the same week. Participants were instructed
to place their shopping receipts and the completed Payment Mode Perception (PMP)
questionnaire scale in the envelope provided. Envelopes were collected by the researcher
during play group and parents’ meeting sessions. One hundred and ninety two participants
supplied their shopping dockets and a completed PMP questionnaire (final response
rate=36%). Responses and final sample sizes across the test group are as follows:
Cash Payment Mode: Sixty-one participants returned their purchase dockets
(76% response rate). Seven cases were incomplete in that either the respondent
did not provide a purchase receipt along with the questionnaire or the
questionnaire was incomplete. Two cases were excluded from the analysis as
the items purchased were for re-selling and not personal consumption. These
participants spent $800 and $700 in a single transaction. Fifty-two purchase
receipts were retained for analysis.
Debit Card Payment Mode: Sixty-six purchase receipts and questionnaires
were returned (82% response rate). Of the eighty participants assigned to this
group, fourteen elected not to continue.
Control Group: Sixty-five participants supplied purchase dockets and
questionnaires (Response rate 81%). One participant supplied incomplete
questionnaires and one supplied a shopping docket for purchases totalling less
than $20, (the purchases were for sundry items and not representative of a
weekly household shop and so were excluded from analysis). Sixty three cases
were usable for analysis.
4.6.1: Data Entry and Analysis
The data comprised the purchase dockets for a household weekly supermarket purchase
transaction and the participant’s responses to the PMP scale. The items on the shopping
receipts were coded into product categories. Product categories from a major super market
online portal were used to establish coding classifications. (http://www.foodtown.co.nz/).
The twenty-five categories identified in this site were collapsed into thirteen categories - see
Exhibit 4.3. Alcohol and tobacco products were excluded as only some supermarkets stock
alcohol and tobacco tends to be a separate purchase. In addition to the product categories and
brands, the number of items per transaction and the total value of the receipt were also
recorded. Demographic information included age, education, and ethnicity. The final data
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