ANTECEDENTS OF COGNITIVE MAKEUP

IN CONSUMER BEHAVIOUR TOWARDS

BRANDED READYMADE GARMENTS

A THESIS
SUBMITTED TO THE HIMACHAL PRADESH UNIVERSITY, SHIMLA
FOR THE AWARD OF DEGREE OF

DOCTOR OF PHILOSOPHY
IN
COMMERCE
2017

Supervised By: Submitted By:

Prof. O.P. Verma Garima Chaudhary

DEPARTMENT OF COMMERCE
HIMACHAL PRADESH UNIVERSITY
SUMMER HILL, SHIMLA-171005
 DEPARTMENT OF COMMERCE
HIMACHAL PRADESH UNIVERSITY
SUMMER HILL, SHIMLA-171005
Prof. O.P. Verma

CERTIFICATE

It gives me immense pleasure to certify that the thesis entitled

“Antecedents of Cognitive Makeup in Consumer Behaviour Towards
Branded Readymade Garments” is a record of bonafide research work
done by Garima Chaudhary under my guidance and supervision. The data
reported in the thesis are genuine to the best of my knowledge. It represents
her original work and the thesis is worth submitting in fulfillment of the
requirement for the award of degree of Doctor of Philosophy in Commerce
from Himachal Pradesh University, Shimla.

Date: (O.P. Verma)

Place: Shimla
 PREFACE
Earlier, the times were there when the market used to drive consumer and products, then
the consumers used to buy their products from the options so available. But now with the
changing era, consumers have become the king of market rather the products and services
are manufactured and delivered according to their choice and needs. Due to the increase
in the exposure towards media and awareness of brands, the consumers have become
more aware of the options available with them. An individual of any age group or any
class or family background is involved in the purchase of branded garments. There used
to be a time when consumers used to buy as per their needs and requirements but now the
consumers buy mainly to be recognized in their peer group or at their place of work or
any other social gathering and this thirst of recognition is mainly fulfilled through the
purchase of branded garments because the sign or a logo of a brand is not just a symbol,
it’s a way through which a consumer is made identifiable and can be differentiated from
other end users as the type of brand a consumer wears or uses is helpful in determining
the financial status or background depending upon the cost and goodwill of that particular
brand in the market. Though many studies and researches have been done in order to
examine the various factors which influence the consumer buying behaviour but no major
factor or indicator was found as such. The consumer behaviour differs from individual to
individual depending upon their exposure to various factors and their situations. With the
emergence of these branded readymade garments, it has now become a status symbol for
everyone to own it and use it. There are few factors which are beyond the control of
consumers, known as extrinsic factors, such as situational factors, reference group,
product features and quality, role and social status, culture and sub culture and lifestyle.
The exposure to these factors is almost the same for every individual but it still depends
which factor influences more than the other. At the same time, there exist some factors
which are internal factors, also known as intrinsic factors including personality,
perception, cognition, beliefs and attitude, motivation and learning. These factors
collectively help in the formation of a consumer’s inner self. These are again dependent
onsome external factors, known as the extrinsic factors. In order to find out the relationship
between the consumer buying behaviour and the intrinsic as well as extrinsic factors, this
study was conducted. Extrinsic factors included situational factors, product quality and
features, role and status, culture, reference group and lifestyle whereas intrinsic factors
included motivation, perception, attitudes and beliefs, cognition, personality and learning.

In order to collect the data, primary data collection method i.e. questionnaire method was
used and interview method was also accompanied along in order to have a clearer picture

ii
of the consumer behaviour. Data was collected from six cities, including, Amritsar,
Chandigarh, Patiala, Ludhiana, Mohali and Jalandhar with a sample size of 100 from each
city thus making a total sample of 600 respondents who are into the purchase of branded
garments. Various tests were used to analyze the data and the results were interpreted.

Chapter I of this research include a brief introduction of the consumer buying behaviour,
the brand culture and the various factors including intrinsic and extrinsic factors affecting
the consumer buying behaviour. A thorough study of each factor is given in this chapter.
Chapter II includes the review of the previous research done on the similar topic and the results
method of their research. This chapter gives an idea about the major factors which were found
by the other researchers and the method through which data was collected by them. Chapter III
introduces the research design of the current research including the need of the study, objectives
of the study, research design, the data collection method and sample size and area.

Chapter IV involves the demographic profile of the consumers in the sample. It includes
the clear picture of number of respondents in each age group, from different educational
background, occupation, income group, family structure, number of children in their
family and frequency of purchase of branded readymade garments. City wise distribution
and a collective distribution is also given in this chapter.

Chapter V attempts to study the extrinsic factors and their influence on the consumer
buying behaviour and the major factor influencing the buying behaviour is extracted.
Chapter VI involves the study of intrinsic factors and their impact on the consumer
buying behaviour towards branded readymade garments. Again, the most influential
factor of all the intrinsic factors under the study is extracted. The last chapter of analysis
is chapter VII which studies the total of intrinsic and extrinsic factors and the correlation
of these factors on the buying behaviour of the consumers.

Chapter VIII includes the discussion about the research so conducted and the results so
found. The discussion includes the discussion about the results of the study and the major
factors influencing consumer buying behaviour towards branded readymade garments.
Chapter IX attempts to study the limitations and implications of this research, the
problems and limitations, so faced by the researcher and the problems faced during the
research is included in this chapter. Also, a brief introduction about the implications for
further research is also studied.

Lastly, bibliography has also been incorporated for consultation on the related topic and
appendix consists of questionnaire which enables to verify the matching questions and
interpretations.

iii
 ACKNOWLEDGEMENT

This had been a very hard and a long journey which would never have been possible
without the help of few important people in my life.

First and foremost, I would like to thank and express my gratitude to the Almighty, for
letting me pass through all the difficulties which I encountered during my Ph. D., I would
not have been able to complete this work without YOUR blessings. This dream has come
true because of YOUR blessings on me.

Undertaking this Ph.D has been a truly life changing experience for me and it would not
have been possible to do without the support and guidance that I received from my guide
and advisor, Professor Dr. O.P. Verma. You have been a tremendous mentor for me. I
would like to thank you for encouraging my research and for allowing me to grow as a
research scientist. Your advise on both research as well as on my career have been
invaluable. I also want to thank you for letting my defense be an enjoyable moment and
for your brilliant comments and suggestions, thanks to you. I would not have reached or
even started this difficult step of my life without your kind help and support. You have
been a mentor, a guide and my inspiration all through.

Parents are indeed the blessings of the Almighty on earth, I would like to thankyou my
mum, Mrs. Kanta Devi for always being the source of inspiration and guidance to me. I
greatly appreciate the support and help I received from you my dad, Mr. Mukhtiar Singh
your kind help and inspiration helped me follow my dreams. I am thankful to all for all
the sacrifices that you have made on my behalf. Your 24 by 7 availability for this dream
of mine and your constant help and support at even the odd hours were one of my biggest
support factor. Thanks to both of you.

I would like to thank my dear husband, Anshul Arora for being a constant source of
motivation and encouragement for me during the tough times in the Ph.D. pursuit. Thanks
for helping me emotionally through the road to finish this thesis and during the most
difficult times while pursuing my research, you have always been by my side like my
pillar of strength. There were times of difficulties, when I used to think that there is no
end to the tunnel, but your have been my light throughout. You even tolerated the worst
of me, during the tough times during this research. Thanks for being there throughout, my
work would never have been complete without your support. Thank you for supporting

iv
me for everything and especially I can’t thank you enough for encouraging me throughout
this experience.

A heartfelt thanks to a little angel in my life, to my beloved daughter, Samaira Arora, I

would like to express my thanks for being such a good girl always cheering me up. Your
patience and cooperation has made it possible for me to achieve this unattainable
achievement. Words can not express how grateful I am, to you my daughter.

Thanks to my family for all of the sacrifices that you have made on my behalf. Your
prayer for me was what sustained me thus far. You all have been my pillar of strength
who helped me swim through the sea of difficulties I faced in the completion of this
dream degree.

I gratefully acknowledge the help and guidance of Dr. Savneet Bedi for providing me
with her invaluable guidance and suggestions in my research work in spite of her own
hectic time schedule.

My thanks are also due to the Liabrary staff of H.P.U., Shimla for providing me valuable
data without which the study would not have been completed.

Last but not the least, I would like to thank all my dear friends who helped me in
whatever they could during this challenging period. I am extremely thankful to my
colleague professor Gagandeep Singh and Puneet Bhalla, who helped me during the first
phase of my field work, for making those first few months of data collection all the more
interesting.

Dated (Garima Chaudhary)

Place

v
 CONTENTS

Certificate i

Preface ii-iii

Acknowledgement iv- v

Contents vi-xvii

List of Tables xviii- xl

List of Figures xli

PAGE
CHAPTER TITLE
NO.
1 INTRODUCTION 1-52
1.1 Conceptual Background of Consumer Behaviour 2
1.2 Types of Consumer Buying Behaviour 4
1.3 Stages Involved in the Process of Decision Making and 5
Buying Behaviour Problem Recognition
1.4 Level of Involvement in Consumer Buying Behaviour 8
1.5 Cognitive Perspective 9
1.6 Brands 11
1.7 Brand Loyalty 14
1.8 Extrinsic Factors 17
1.8.1 Characteristics of the Product 17
1.8.2 Cultural Factors 20
1.8.3 Social Class 23
1.8.4 Role of Family 27
1.8.5 Lifestyle 31
1.8.6 Situational Factors 32
1.9 Intrinsic Factors 33
1.9.1 Motivation 33
1.9.2 Perception 34
1.9.3 Learning 38
1.9.4 Belief and Attitude 39
1.9.5 Personality 43
1.9.6 Cognition 44
1.9.7 Brief Introduction About the Cities Taken in 46
Consideration for Research

vi
2 REVIEW OF LITERATURE 53- 106
3 RESEARCH METHODOLOGY 107- 125
3.1 Need of the Study 107
3.2 Statement of the Problem 108
3.3 Need of the Study 108
3.4 Objectives of the Research 110
3.5 Hypotheses 110
3.6 Research Methodology 110
3.6.1 Source of Data 111
3.6.2 Questionnaire 112
3.7 Sampling Element 113
3.8 Sampling Procedure 113
3.9 Tools and Techniques of Data Collection 114
3.10 Kaiser and Meyer Olkin Measures of Sampling 120
3.11 Adequacy 121
3.12 Reliability Test and Validity of Instruments 124
Limitations of the Study
DEMOGRAPHIC PROFILE OF CONSUMERS 126- 168
4 VIZ-A-VIZ SIGNIFICANT DETERMINANTS OF
BUYING BEHAVIOUR
4.1 Distribution of Respondents on the Basis of City 127
4.2 Distribution of Respondents on the Basis of Gender 128
4.3 Distribution of Respondents on the Basis of Age 130
4.4 Distribution of Respondents on the Basis of Education 133
4.5 Distribution of Respondents on the Basis of Occupation 135
4.6 Distribution of Respondents on the Basis of Annual 138
Income
4.7 Distribution of Respondents on the Basis of Martial 141
Status
4.8 Distribution of Respondents on the Basis of Age of 143
Children
4.9 Distribution of Respondents on the Basis of Residential 145
Area
4.10 Distribution of Respondents on the Basis of Family 147
Structure

vii
 4.11 Distribution of Respondents on the Basis of Frequency 148
of Purchase
4.12 Descriptive Statistical Analysis of Factors Affecting 151
Consumer Buying Behaviour Towards Branded
Readymade Garments
4.13 Reliability Statistics for Extrinsic Factors 152
4.14 KMO and Bartlett’s Test Value for Extrinsic Factors 153
4.15 Total Variances of Extrinsic Factors 153
4.16 Scree Plot (Extrinsic Factors) 155
4.17 Component Matrix (Extrinsic Factors) 155
4.18 Rotated Component Matrix(Extrinsic Factors) 158
4.19 Component Transformation Matrix (Extrinsic Factors) 160
4.20 Reliability Statistics for Intrinsic Factors 160
4.21 KMO and Bartlett’s Test Value for Intrinsic Factors 161
4.22 Total Variance of Intrinsic Factors 161
4.23 Scree Plot (Intrinsic Factors) 163
4.24 Total Variance 164
4.25 Rotated Component Matrix 166
4.26 Component Transformation Matrix 168
INFLUENCE OF INDIVIDUAL INTRINSIC FACTORS 169-279
5
ON CONSUMER BUYING BEHAVIOUR
5.1 Descriptive Statistical Analysis of Motivation on the 171
Basis of City
5.2 Descriptive Statistical Analysis of Belief and Attitude on 173
the Basis of City
5.3 Descriptive Statistical Analysis of Perception on the 175
Basis of City
5.4 Descriptive Statistical Analysis of Cognition on the 177
Basis of City
5.5 Descriptive Statistical Analysis of Personality on the 179
Basis of City
5.6 Descriptive Statistical Analysis of Learning on the Basis 181
of City
5.7 Descriptive Statistical Analysis of Motivation on the 183
Basis of Age

viii
5.8 Descriptive Statistical Analysis of Belief and Attitude on 184
the Basis of Age
5.9 Descriptive Statistical Analysis of Perception on the 186
Basis of Age
5.10 Descriptive Statistical Analysis of Cognition on the 187
Basis of Age
5.11 Descriptive Statistical Analysis of Learning on the Basis 189
of Age
5.12 Descriptive Statistical Analysis of Personality on the 190
Basis of Age
5.13 Descriptive Statistical Analysis of Motivation on the 192
Basis of Education
5.14 Descriptive Statistical Analysis of Belief and Attitude on 194
the Basis of Education
5.15 Descriptive Statistical Analysis of Perception on the 196
Basis of Education
5.16 Descriptive Statistical Analysis of Cognition on the 198
Basis of Education
5.17 Descriptive Statistical Analysis of Personality on the 200
Basis of Education
5.18 Descriptive Statistical Analysis of Learning on the Basis 202
of Education
5.19 Descriptive Statistical Analysis of Motivation on the 204
Basis of Occupation
5.20 Descriptive Statistical Analysis of Belief and Attitude on 206
the Basis of Occupation
5.21 Descriptive Statistical Analysis of Perception on the 208
Basis of Occupation
5.22 Descriptive Statistical Analysis of Cognition on the 210
Basis of Occupation
5.23 Descriptive Statistical Analysis of Personality on the 212
Basis of Occupation
5.24 Descriptive Statistical Analysis of Learning on the Basis 214
of Occupation
5.25 Descriptive Statistical Analysis of Motivation on the 216
Basis of Annual Income

ix
5.26 Descriptive Statistical Analysis of Belief and Attitude on 217
the Basis of Annual Income
5.27 Descriptive Statistical Analysis of Perception on the 219
Basis of Annual Income
5.28 Descriptive Statistical Analysis of Cognition on the 221
Basis of Annual Income
5.29 Descriptive Statistical Analysis of Personality on the 223
Basis of Annual Income
5.30 Descriptive Statistical Analysis of Learning on the Basis 225
of Annual Income
5.31 Descriptive Statistical Analysis of Motivation on the 226
Basis of Age of Children
5.32 Descriptive Statistical Analysis of Belief and Attitude on 229
the Basis of Age of Children
5.33 Descriptive Statistical Analysis of Perception on the 231
Basis of Age of Children
5.34 Descriptive Statistical Analysis of Cognition on the 233
Basis of Age of Children
5.35 Descriptive Statistical Analysis of Personality on the 235
Basis of Age of Children
5.36 Descriptive Statistical Analysis of Learning on the Basis 237
of Age of Children
5.37 Descriptive Statistical Analysis of Motivation on the 239
Basis of Family Structure
5.38 Descriptive Statistical Analysis of Belief and Attitude on 240
the Basis of Family Structure
5.39 Descriptive Statistical Analysis of Perception on the 242
Basis of Family Structure
5.40 Descriptive Statistical Analysis of Cognition on the 243
Basis of Family Structure
5.41 Descriptive Statistical Analysis of Personality on the 244
Basis of Family Structure
5.42 Descriptive Statistical Analysis of Learning on the Basis 246
of Family Structure
5.43 Descriptive Statistical Analysis of Motivation on the 248
Basis of Frequency of Purchase

x
5.44 Descriptive Statistical Analysis of Belief and Attitude on 250
the Basis of Frequency of Purchase
5.45 Descriptive Statistical Analysis of Perception on the 252
Basis of Frequency of Purchase
5.46 Descriptive Statistical Analysis of Cognition on the 254
Basis of Frequency of Purchase
5.47 Descriptive Statistical Analysis of Personality on the 256
Basis of Frequency of Purchase
5.48 Descriptive Statistical Analysis of Learning on the Basis 258
of Frequency of Purchase
5.49 Descriptive Statistical Analysis of Motivation on the 260
Basis of Gender
5.50 Descriptive Statistical Analysis of Belief and Attitude on 261
the Basis of Gender
5.51 Descriptive Statistical Analysis of Perception on the 262
Basis of Gender
5.52 Descriptive Statistical Analysis of Cognition on the 263
Basis of Gender
5.53 Descriptive Statistical Analysis of Personality on the 264
Basis of Gender
5.54 Descriptive Statistical Analysis of Learning on the Basis 265
of Gender
5.55 Descriptive Statistical Analysis of Motivation on the 266
Basis of Marital Status
5.56 Descriptive Statistical Analysis of Belief and Attitude on 267
the Basis of Marital Status
5.57 Descriptive Statistical Analysis of Perception on the 268
Basis of Marital Status
5.58 Descriptive Statistical Analysis of Cognition on the 269
Basis of Marital Status
5.59 Descriptive Statistical Analysis of Personality on the 270
Basis of Marital Status
5.60 Descriptive Statistical Analysis of Learning on the Basis 271
of Marital Status
5.61 Descriptive Statistical Analysis of Motivation on the 272
Basis of Residential Area

xi
 5.62 Descriptive Statistical Analysis of Belief and Attitude on 273
the Basis of Residential Area
5.63 Descriptive Statistical Analysis of Perception on the 274
Basis of Residential Area
5.64 Descriptive Statistical Analysis of Cognition on the 275
Basis of Residential Area
5.65 Descriptive Statistical Analysis of Personality on the 276
Basis of Residential Area
5.66 Descriptive Statistical Analysis of Learning on the Basis 277
of Residential Area
5.67 Scree Plot Showing Intrinsic Factors 278
COMBINED IMPACT OF INTRINSIC FACTORS ON 280- 301
6
PURCHASE DECISIONS OF CONSUMERS
6.1 Descriptive Statistical Analysis of Intrinsic Factors on 281
the Basis of City
6.2 Descriptive Statistical Analysis of Intrinsic Factors on 283
the Basis of Age
6.3 Descriptive Statistical Analysis of Intrinsic Factors on 284
the Basis of Education
6.4 Descriptive Statistical Analysis of Intrinsic Factors on 287
the Basis of Occupation
6.5 Descriptive Statistical Analysis of Intrinsic Factors on 289
the Basis of Annual Income
6.6 Descriptive Statistical Analysis of Intrinsic Factors on 290
the Basis of Age of Children
6.7 Descriptive Statistical Analysis of Intrinsic Factors on 293
the Basis of Family Structure
6.8 Descriptive Statistical Analysis of Intrinsic Factors on 294
the Basis of Frequency of Purchase
6.9 Descriptive Statistical Analysis of Intrinsic Factors on 296
the Basis of Gender
6.10 Descriptive Statistical Analysis of Intrinsic Factors on 296
the Basis of Marital Status
6.11 Descriptive Statistical Analysis of Intrinsic Factors on 299
the Basis of Residential Area
6.12 Correlation Amongst Various Intrinsic Factors 300

xii
 EXTRINSIC FACTORS AND CONSUMER BUYING 302- 414
7
BEHAVIOUR
7.1 Descriptive Statistical Analysis of Situational Factors on 304
the Basis of City
7.2 Descriptive Analysis of Reference Group on the Basis of 307
City
7.3 Descriptive Statistical Analysis of Social Class on the 309
Basis of City
7.4 Descriptive Statistical Analysis of Culture on the Basis 311
of City
7.5 Descriptive Statistical Analysis of Product Features and 313
Quality on the Basis of City
7.6 Descriptive Statistical Analysis of Lifestyle on the Basis 315
of City
7.7 Descriptive Statistical Analysis of Situational Factor on 317
the Basis of Age
7.8 Descriptive Analysis of Reference Group on the Basis of 318
Age
7.9 Descriptive Statistical Analysis of Social Class on the 320
Basis of Age
7.10 Descriptive Statistical Analysis of Culture on the Basis 322
of Age
7.11 Descriptive Statistical Analysis of Product Features and 323
Quality on the Basis of Age
7.12 Descriptive Statistical Analysis of Lifestyle on the Basis 325
of Age
7.13 Descriptive Analysis of Situational Factors on the Basis 327
of Education
7.14 Descriptive Analysis of Reference Group on the Basis of 329
Education
7.15 Descriptive Statistical Analysis of Social Class on the 331
Basis of Education
7.16 Descriptive Statistical Analysis of Culture on the Basis 333
of Education
7.17 Descriptive Statistical Analysis of Product Features and 334
Quality on the Basis of Education

xiii
7.18 Descriptive Statistical Analysis of Lifestyle on the Basis 337
of Education
7.19 Descriptive Analysis of Situational Factors on the Basis 339
of Occupation
7.20 Descriptive Analysis of Reference Group on the Basis of 341
Occupation
7.21 Descriptive Statistical Analysis of Social Class on the 343
Basis of Occupation
7.22 Descriptive Statistical Analysis of Culture on the Basis 345
of Occupation
7.23 Descriptive Statistical Analysis of Product Features and 347
Quality on the Basis of Occupation
7.24 Descriptive Statistical Analysis of Lifestyle on the Basis 349
of Occupation
7.25 Descriptive Analysis of Situational Factors on the Basis 351
of Annual Income of Consumers
7.26 Descriptive Statistical Analysis of Reference Group on 352
the Basis of Annual Income
7.27 Descriptive Statistical Analysis of Social Class on the 354
Basis of Annual Income
7.28 Descriptive Statistical Analysis of Culture on the Basis 356
of Annual Income
7.29 Descriptive Statistical Analysis of Product Features and 358
Quality on the Basis of Annual Income
7.30 Descriptive Statistical Analysis of Lifestyle on the Basis 360
of Annual Income
7.31 Descriptive Analysis of Situational Factors on the Basis 362
of Age of Children
7.32 Descriptive Statistical Analysis of Reference Group on 364
the Basis of Age of Children
7.33 Descriptive Statistical Analysis of Social Class on the 366
Basis of Age of Children
7.34 Descriptive Statistical Analysis of Culture on the Basis 368
of Age of Children
7.35 Descriptive Statistical Analysis of Product Features and 370
Quality on the Basis of Age of Children

xiv
7.36 Descriptive Statistical Analysis of Lifestyle on the Basis 372
of Age of Children
7.37 Descriptive Analysis of Situational Factors on the Basis 374
of Family Structure
7.38 Descriptive Statistical Analysis of Reference Group on 375
the Basis of Family Structure
7.39 Descriptive Statistical Analysis of Social Class on the 377
Basis of Family Structure
7.40 Descriptive Statistical Analysis of Culture on the Basis 378
of Family Structure
7.41 Descriptive Statistical Analysis of Product Features and 380
Quality on the Basis of Family Structure
7.42 Descriptive Statistical Analysis of Lifestyle on the Basis 381
of Family Structure
7.43 Descriptive Analysis of Situational Factors on the Basis 383
of Frequency of Purchase
7.44 Descriptive Statistical Analysis of Reference Group on 384
the Basis of Frequency of Purchase
7.45 Descriptive Statistical Analysis of Social Class on the 387
Basis of Frequency of Purchase
7.46 Descriptive Statistical Analysis of Culture on the Basis 389
of Frequency of Purchase
7.47 Descriptive Statistical Analysis of Product Features and 391
Quality on the Basis of Frequency of Purchase
7.48 Descriptive Statistical Analysis of Lifestyle on the Basis 392
of Frequency of Purchase
7.49 Descriptive Analysis of Situational Factors on the Basis 394
of Gender
7.50 Descriptive Statistical Analysis of Reference Group on 396
the Basis of Gender
7.51 Descriptive Statistical Analysis of Social Class on the 397
Basis of Gender
7.52 Descriptive Statistical Analysis of Culture on the Basis 398
of Gender
7.53 Descriptive Statistical Analysis of Product Features and 399
Quality on the Basis of Gender

xv
 7.54 Descriptive Statistical Analysis of Lifestyle on the Basis 400
of Gender
7.55 Descriptive Analysis of Situational Factors on the Basis 401
of Marital Status of the Consumers
7.56 Descriptive Statistical Analysis of Reference Group on 402
the Basis of Marital Status
7.57 Descriptive Statistical Analysis of Social Class on the 403
Basis of Marital Status
7.58 Descriptive Statistical Analysis of Culture on the Basis 404
of Marital Status
7.59 Descriptive Statistical Analysis of Product Features and 405
Quality on the Basis of Marital Status
7.60 Descriptive Statistical Analysis of Lifestyle on the Basis 406
of Marital Status
7.61 Descriptive Analysis of Situational Factors on the Basis 407
of Residential Area
7.62 Descriptive Statistical Analysis of Reference Group on 408
the Basis of Residential Area
7.63 Descriptive Statistical Analysis of Social Class on the 409
Basis of Residential Area
7.64 Descriptive Statistical Analysis of Culture on the Basis 410
of Residential Area
7.65 Descriptive Statistical Analysis of Product Features and 411
Quality on the Basis of Residential Area
7.66 Descriptive Statistical Analysis of Lifestyle on the Basis 412
of Residential Area
7.67 Scree Plot Showing Extrinsic Factors 413
COMBINED INFLUENCE OF EXTRINSIC FACTORS 415- 436
8
ON CONSUMER BUYING BEHAVIOUR
8.1 Descriptive Statistical Analysis of Extrinsic Factors on 416
the Basis of City
8.2 Descriptive Statistical Analysis of Extrinsic Factors on 418
the Basis of Age
8.3 Descriptive Statistical Analysis of Extrinsic Factors on 419
the Basis of Education
8.4 Descriptive Statistical Analysis of Extrinsic Factors on 421
the Basis of Occupation

xvi
 8.5 Descriptive Statistical Analysis of Extrinsic Factors on 423
the Basis of Annual Income
8.6 Descriptive Statistical Analysis of Extrinsic Factors on 426
the Basis of Age of Children
8.7 Descriptive Statistical Analysis of Extrinsic Factors on 428
the Basis of Family Structure
8.8 Descriptive Statistical Analysis of Extrinsic Factors on 429
the Basis of Frequency of Purchase
8.9 Descriptive Statistical Analysis of Extrinsic Factors on 431
the Basis of Gender
8.10 Descriptive Statistical Analysis of Extrinsic Factors on 433
the Basis of Marital Status
8.11 Descriptive Statistical Analysis of Extrinsic Factors on 434
the Basis of Residential Area
8.12 Correlation Amongst Various Extrinsic Factors 435
8.13 Correlation Amongst Total Intrinsic and Total Extrinsic 436
Factors
9 SUMMARY, CONCLUSIONS AND SUGGESTIONS 437- 467

BIBLIOGRAPHY 468-490

ANNEXURE

PUBLICATIONS

xvii
 LIST OF TABLES

TABLE PAGE
TITLE
NO. NO.
3.1 Consistency Results for Cronbach’s Alpha 121
4.1 Distribution of Respondents on the Basis of City 127
4.2 (a) Distribution of Respondents on the Basis of Gender 129
4.2 (b) City Wise Distribution of Respondents on the Basis of Gender 130
4.3 (a) Distribution of Respondents on the Basis of Age 131
4.3 (b) City Wise Distribution of Respondents on the Basis of Age 133
4.4 (a) Distribution of Respondents on the Basis of Educational Area 134
4.4 (b) City Wise Distribution of Respondents on the Basis of 135
Education
4.5 (a) Distribution of Respondents on the Basis of Occupation 136
4.5 (b) City Wise Distribution of Respondents on the Basis of 138
Occupation
4.6 (a) Distribution of Respondents on the Basis of Annual Income 139
4.6 (b) City Wise Distribution of Respondents on the Basis of Annual 140
Income
4.7 (a) Distribution of Respondents on the Basis of Marital Status 141
4.7 (b) City Wise Distribution of Respondents on the Basis of Marital 142
Status
4.8 (a) Distribution of Respondents on the Basis of Age of Children 143
4.8 (b) City Wise Distribution of Respondents on the Basis of Age of 144
Children
4.9 (a) Distribution of Respondents on the Basis of Residential Area 145
4.9 (b) City Wise Distribution of Respondents on the Basis of 146
Residential Area
4.10 (a) Distribution of Respondents on the Basis of Family Structure 147
4.10 (b) City Wise Distribution of Respondents on the Basis of Family 148
Structure
4.11 (a) Distribution of Respondents on the Basis of Frequency of 149
Purchase

xviii
4.11 (b) City Wise Distribution of Respondents on the Basis of 150
Frequency of Purchase
4.12 (a) Descriptive Statistical Analysis of Extrinsic Factors Affecting 151
Consumer Buying Behaviour Towards Branded Readymade
Garments
4.12 (b) Descriptive Statistical Analysis of Intrinsic Factors Affecting 152
Consumer Buying Behaviour Towards Branded Readymade
Garments
4.13 Reliability Statistics for Extrinsic Factors 153
4.14 KMO and Bartlett's Test for Extrinsic Factors 153
4.15 Total Variance of Extrinsic Factors 154
4.16 Component Matrix for Extrinsic Factors 156
4.17 Rotated Component Matrix for Extrinsic Factors 158
4.18 Component Transformation Matrix for Extrinsic Factors 160
4.19 Reliability Statistics for Intrinsic Factors 161
4.20 KMO and Bartlett's Test for Intrinsic Factors 161
4.21 Total Variance of Intrinsic Factors 162
4.22 Component Matrix for Intrinsic Factors 164
4.23 Rotated Component Matrix for Intrinsic Factors 166
4.24 Component Transformation Matrix for Intrinsic Factors 168
5.1 (a) Descriptive Statistical Analysis of Motivation on the Basis of 171
City
5.1 (b) ANNOVA Results for Motivation on the Basis of City 171
5.1 (c) Post Hoc Results for Motivation on the Basis of City 172
5.2 (a) Descriptive Statistical Analysis of Belief and Attitude on the 173
Basis of City
5.2 (b) ANNOVA Results for Belief and Attitude on the Basis of City 173
5.2 (c) Post Hoc Results for Belief and Attitude on the Basis of City 174
5.3 (a) Descriptive Statistical Analysis of Perception on the Basis of 175
City
5.3 (b) ANNOVA Results for Perception on the Basis of City 175
5.3 (c) Post Hoc Results for Perception on the Basis of City 176
5.4 (a) Descriptive Statistical Analysis of Cognition on the Basis of City 177

xix
5.4 (b) ANNOVA Results for Cognition on the Basis of City 177
5.4 (c) Post Hoc Results for Cognition on the Basis of City 178
5.5 (a) Descriptive Statistical Analysis of Personality on the Basis of 179
City
5.5 (b) ANNOVA Results for Personality on the Basis of City 179
5.5 (c) Post Hoc Results for Personality on the Basis of City 180
5.6 (a) Descriptive Statistical Analysis of Learning on the Basis of City 181
5.6 (b) ANNOVA Results for Learning on the Basis of City 181
5.6 (c) Post Hoc Results for Learning on the Basis of City 182
5.7 (a) Descriptive Statistical Analysis of Motivation on the Basis of 183
Age
5.7 (b) ANNOVA Results for Motivation on the Basis of Age 183
5.7 (c) Post Hoc Results for Motivation on the Basis of Age 184
5.8 (a) Descriptive Statistical Analysis of Belief and Attitude on the 184
Basis of Age
5.8 (b) ANNOVA Results for Belief and Attitude on the Basis of Age 185
5.8 (c) Post Hoc Results for Belief and Attitude on the Basis of Age 185
5.9 (a) Descriptive Statistical Analysis of Perception on the Basis of 186
Age
5.9 (b) ANNOVA Results for Perception on the Basis of Age 186
5.9 (c) Post Hoc Results for Perception on the Basis of Age 187
5.10 (a) Descriptive Statistical Analysis of Cognition on the Basis of 187
Age
5.10 (b) ANNOVA Results for Cognition on the Basis of Age 188
5.10 (c) Post Hoc Results for Cognition on the Basis of Age 188
5.11 (a) Descriptive Statistical Analysis of Learning on the Basis of Age 189
5.11 (b) ANNOVA Results for Learning on the Basis of Age 189
5.11 (c) Post Hoc Results for Learning on the Basis of Age 190
5.12 (a) Descriptive Statistical Analysis of Personality on the Basis of 191
Age
5.12 (b) ANNOVA Results for Personality on the Basis of Age 191
5.12 (c) Post Hoc Results for Personality on the Basis of Age 192

xx
5.13 (a) Descriptive Statistical Analysis of Motivation on the Basis of 192
Education
5.13 (b) ANNOVA Results for Motivation on the Basis of Education 193
5.13 (c) Post Hoc Results for Motivation on the Basis of Education 193
5.14 (a) Descriptive Statistical Analysis of Belief and Attitude on the 194
Basis of Education
5.14 (b) ANNOVA Results for Belief and Attitude on the Basis of 195
Education
5.14 (c) Post Hoc Results for Belief and Attitude on the Basis of 195
Education
5.15 (a) Descriptive Statistical Analysis of Perception on the Basis of 196
Education
5.15 (b) ANNOVA Results for Perception on the Basis of Education 197
5.15 (c) Post Hoc Results for Perception on the Basis of Education 197
5.16 (a) Descriptive Statistical Analysis of Cognition on the Basis of 198
Education
5.16 (b) ANNOVA Results for Cognition on the Basis of Education 198
5.16 (c) Post Hoc Results for Cognition on the Basis of Education 199
5.17 (a) Descriptive Statistical Analysis of Personality on the Basis of 200
Education
5.17 (b) ANNOVA Results for Personality on the Basis of Education 200
5.17 (c) Post Hoc Results for Personality on the Basis of Education 201
5.18 (a) Descriptive Statistical Analysis of Learning on the Basis of 202
Education
5.18 (b) ANNOVA Results for Learning on the Basis of Education 203
5.18 (c) Post Hoc Results for Learning on the Basis of Education 203
5.19 (a) Descriptive Statistical Analysis of Motivation on the Basis of 204
Occupation
5.19 (b) ANNOVA Results for Motivation on the Basis of Occupation 204
5.19 (c) Post Hoc Results for Motivation on the Basis of Occupation 205
5.20 (a) Descriptive Statistical Analysis of Belief and Attitude on the 206
Basis of Occupation
5.20 (b) ANNOVA Results for Belief and Attitude on the Basis of 206
Occupation

xxi
5.20 (c) Post Hoc Results for Belief and Attitude on the Basis of 207
Occupation
5.21 (a) Descriptive Statistical Analysis of Perception on the Basis of 208
Occupation
5.21 (b) ANNOVA Results for Perception on the Basis of Occupation 208
5.21 (c) Post Hoc Results for Perception on the Basis of Occupation 209
5.22 (a) Descriptive Statistical Analysis of Cognition on the Basis of 210
Occupation
5.22 (b) ANNOVA Results for Cognition on the Basis of Occupation 210
5.22 (c) Post Hoc Results for Cognition on the Basis of Occupation 211
5.23 (a) Descriptive Statistical Analysis of Personality on the Basis of 212
Occupation
5.23 (b) ANNOVA Results for Personality on the Basis of Occupation 212
5.23 (c) Post Hoc Results for Personality on the Basis of Occupation 213
5.24 (a) Descriptive Statistical Analysis of Learning on the Basis of 214
Occupation
5.24 (b) ANNOVA Results for Learning on the Basis of Occupation 214
5.24 (c) Post Hoc Results for Learning on the Basis of Occupation 215
5.25 (a) Descriptive Statistical Analysis of Motivation on the Basis of 216
Annual Income
5.25 (b) ANNOVA Results for Motivation on the Basis of Annual 216
Income
5.25 (c) Post Hoc Results for Motivation on the Basis of Annual Income 217
5.26 (a) Descriptive Statistical Analysis of Belief and Attitude on the 218
Basis of Annual Income
5.26 (b) ANNOVA Results for Belief and Attitude on the Basis of 218
Annual Income
5.26 (c) Post Hoc Results for Belief and Attitude on the Basis of Annual 219
Income
5.27 (a) Descriptive Statistical Analysis of Perception on the Basis of 220
Annual Income
5.27 (b) ANNOVA Results for Perception on the Basis of Annual 220
Income
5.27 (c) Post Hoc Results for Perception on the Basis of Annual Income 221

xxii
5.28 (a) Descriptive Statistical Analysis of Cognition on the Basis of 222
Annual Income
5.28 (b) ANNOVA Results for Cognition on the Basis of Annual Income 223
5.28 (c) Post Hoc Results for Cognition on the Basis of Annual Income 223
5.29 (a) Descriptive Statistical Analysis of Personality on the Basis of 223
Annual Income
5.29 (b) ANNOVA Results for Personality on the Basis of Annual 224
Income
5.29 (c) Post Hoc Results for Personality on the Basis of Annual Income 224
5.30 (a) Descriptive Statistical Analysis of Learning on the Basis of 225
Annual Income
5.30 (b) ANNOVA Results for Learning on the Basis of Annual Income 225
5.30 (c) Post Hoc Results for Learning on the Basis of Annual Income 226
5.31 (a) Descriptive Statistical Analysis of Motivation on the Basis of 227
Age of Children
5.31 (b) ANNOVA Results for Motivation on the Basis of Age of 227
Children
5.31 (c) Post Hoc Results for Motivation on the Basis of Age of Children 228
5.32 (a) Descriptive Statistical Analysis of Belief and Attitude on the 229
Basis of Age of Children
5.32 (b) ANNOVA Results for Belief and Attitude on the Basis of Age of 229
Children
5.32 (c) Post Hoc Results for Belief and Attitude on the Basis of Age of 230
Children
5.33 (a) Descriptive Statistical Analysis of Perception on the Basis of 231
Age of Children
5.33 (b) ANNOVA Results for Perception on the Basis of Age of 231
Children
5.33 (c) Post Hoc Results for Perception on the Basis of Age of Children 232
5.34 (a) Descriptive Statistical Analysis of Cognition on the Basis of 233
Age of Children
5.34 (b) ANNOVA Results for Cognition on the Basis of Age of Children 233
5.34 (c) Post Hoc Results for Cognition on the Basis of Age of Children 234
5.35 (a) Descriptive Statistical Analysis of Personality on the Basis of 235
Age of Children

xxiii
5.35 (b) ANNOVA Results for Personality on the Basis of Age of 235
Children
5.35 (c) Post Hoc Results for Personality on the Basis of Age of Children 236
5.36 (a) Descriptive Statistical Analysis of Learning on the Basis of Age 237
of Children
5.36 (b) ANNOVA Results for Learning on the Basis of Age of Children 237
5.36 (c) Post Hoc Results for Learning on the Basis of Age of Children 238
5.37 (a) Descriptive Statistical Analysis of Motivation on the Basis of 239
Family Structure
5.37 (b) ANNOVA Results for Motivation on the Basis of Family 239
Structure
5.37 (c) Post Hoc Results for Motivation on the Basis of Family 240
Structure
5.38 (a) Descriptive Statistical Analysis of Belief and Attitude on the 240
Basis of Family Structure
5.38 (b) ANNOVA Results for Belief and Attitude on the Basis of Family 241
Structure
5.38 (c) Post Hoc Results for Belief and Attitude on the Basis of Family 241
Structure
5.39 (a) Descriptive Statistical Analysis of Perception on the Basis of 242
Family Structure
5.39 (b) ANNOVA Results for Perception on the Basis of Family 242
Structure
5.39 (c) Post Hoc Results for Perception on the Basis of Family 243
Structure
5.40 (a) Descriptive Statistical Analysis of Cognition on the Basis of 243
Family Structure
5.40 (b) ANNOVA Results for Cognition on the Basis of Family 244
Structure
5.40 (c) Post Hoc Results for Cognition on the Basis of Family Structure 244
5.41 (a) Descriptive Statistical Analysis of Personality on the Basis of 245
Family Structure
5.41 (b) ANNOVA Results for Personality on the Basis of Family 245
Structure

xxiv
5.41 (c) Post Hoc Results for Personality on the Basis of Family 246
Structure
5.42 (a) Descriptive Statistical Analysis of Learning on the Basis of 246
Family Structure
5.42 (b) ANNOVA Results for Learning on the Basis of Family 247
Structure
5.42 (c) Post Hoc Results for Learning on the Basis of Family Structure 247
5.43 (a) Descriptive Statistical Analysis of Motivation on the Basis of 248
Frequency of Purchase
5.43 (b) ANNOVA Results for Motivation on the Basis of Frequency of 248
Purchase
5.43 (c) Post Hoc Results for Motivation on the Basis of Frequency of 249
Purchase
5.44 (a) Descriptive Statistical Analysis of Belief and Attitude on the 250
Basis of Frequency of Purchase
5.44 (b) ANNOVA Results for Belief and Attitude on the Basis of 250
Frequency of Purchase
5.44 (c) Post Hoc Results for Belief and Attitude on the Basis of 251
Frequency of Purchase
5.45 (a) Descriptive Statistical Analysis of Perception on the Basis of 252
Frequency of Purchase
5.45 (b) ANNOVA Results for Perception on the Basis of Frequency of 252
Purchase
5.45 (c) Post Hoc Results for Perception on the Basis of Frequency of 253
Purchase
5.46 (a) Descriptive Statistical Analysis of Cognition on the Basis of 254
Frequency of Purchase
5.46 (b) ANNOVA Results for Cognition on the Basis of Frequency of 254
Purchase
5.46 (c) Post Hoc Results for Cognition on the Basis of Frequency of 255
Purchase
5.47 (a) Descriptive Statistical Analysis of Personality on the Basis of 256
Frequency of Purchase
5.47 (b) ANNOVA Results for Personality on the Basis of Frequency of 256
Purchase

xxv
5.47 (c) Post Hoc Results for Personality on the Basis of Frequency of 257
Purchase
5.48 (a) Descriptive Statistical Analysis of Learning on the Basis of 258
Frequency of Purchase
5.48 (b) ANNOVA Results for Learning on the Basis of Frequency of 258
Purchase
5.48 (c) Post Hoc Results for Learning on the Basis of Frequency of 259
Purchase
5.49 (a) Descriptive Statistical Analysis of Motivation on the Basis of 260
Gender
5.49 (b) Independent Sample Test for Equality of Mean Motivation on 260
the Basis of Gender
5.50 (a) Descriptive Statistical Analysis of Belief and Attitude on the 261
Basis of Gender
5.50 (b) Independent Sample Test for Equality of Mean Belief and 261
Attitude on the Basis of Gender
5.51 (a) Descriptive Statistical Analysis of Perception on the Basis of 262
Gender
5.51 (b) Independent Sample Test for Equality of Mean Perception on the 262
Basis of Gender
5.52 (a) Descriptive Statistical Analysis of Cognition on the Basis of 263
Gender
5.52 (b) Independent Sample Test for Equality of Mean Cognition on the 263
Basis of Gender
5.53 (a) Descriptive Statistical Analysis of Personality on the Basis of 264
Gender
5.53 (b) Independent Sample Test for Equality of Mean Personality on 264
the Basis of Gender
5.54 (a) Descriptive Statistical Analysis of Learning on the Basis of 265
Gender
5.54 (b) Independent Sample Test for Equality of Mean Learning on the 265
Basis of Gender
5.55 (a) Descriptive Statistical Analysis of Motivation on the Basis of 266
Marital Status
5.55 (b) Independent Sample Test for Equality of Mean Motivation on 266
the Basis of Marital Status

xxvi
5.56 (a) Descriptive Statistical Analysis of Belief and Attitude on the 267
Basis of Marital Status
5.56 (b) Independent Sample Test for Equality of Mean Belief and 267
Attitude on the Basis of Marital Status
5.57 (a) Descriptive Statistical Analysis of Perception on the Basis of 268
Marital Status
5.57 (b) Independent Sample Test for Equality of Mean Perception on the 268
Basis of Marital Status
5.58 (a) Descriptive Statistical Analysis of Cognition on the Basis of 269
Marital Status
5.58 (b) Independent Sample Test for Equality of Mean Cognition on the 269
Basis of Marital Status
5.59 (a) Descriptive Statistical Analysis of Personality on the Basis of 270
Marital Status
5.59 (b) Independent Sample Test for Equality of Mean Personality on 270
the Basis of Marital Status
5.60 (a) Descriptive Statistical Analysis of Learning on the Basis of 271
Marital Status
5.60 (b) Independent Sample Test for Equality of Mean Learning on the 271
Basis of Marital Status
5.61 (a) Descriptive Statistical Analysis of Motivation on the Basis of 272
Residential Area
5.61 (b) Independent Sample Test for Equality of Mean Motivation on 272
the Basis of Residential Area
5.62 (a) Descriptive Statistical Analysis of Belief and Attitude on the 273
Basis of Residential Area
5.62 (b) Independent Sample Test for Equality of Mean Belief and 273
Attitude on the Basis of Residential Area
5.63 (a) Descriptive Statistical Analysis of Perception on the Basis of 274
Residential Area
5.63 (b) Independent Sample Test for Equality of Mean Perception on the 274
Basis of Residential Area
5.64 (a) Descriptive Statistical Analysis of Cognition on the Basis of 275
Residential Area
5.64 (b) Independent Sample Test for Equality of Mean Cognition on the 275
Basis of Residential Area

xxvii
5.65 (a) Descriptive Statistical Analysis of Personality on the Basis of 276
Residential Area
5.65 (b) Independent Sample Test for Equality of Mean Personality on 276
the Basis of Residential Area
5.66 (a) Descriptive Statistical Analysis of Learning on the Basis of 277
Residential Area
5.66 (b) Independent Sample Test for Equality of Mean Learning on the 277
Basis of Residential Area
6.1 (a) Descriptive Statistical Analysis of Intrinsic Factors on the Basis 281
of City
6.1 (b) ANNOVA Results for Intrinsic Factors on the Basis of City 281
6.1 (c) Post Hoc Results for Intrinsic Factors on the Basis of City 282
6.2 (a) Descriptive Statistical Analysis of Intrinsic Factors on the Basis 283
of Age
6.2 (b) ANNOVA Results for Intrinsic Factors on the Basis of Age 283
6.2 (c) Post Hoc Results for Intrinsic Factors on the Basis of Age 284
6.3 (a) Descriptive Statistical Analysis of Intrinsic Factors on the Basis 285
of Education
6.3 (b) ANNOVA Results for Intrinsic Factors on the Basis of 285
Education
6.3 (c) Post Hoc Results for Intrinsic Factors on the Basis of Education 286
6.4 (a) Descriptive Statistical Analysis of Intrinsic Factors on the Basis 287
of Occupation
6.4 (b) ANNOVA Results for Intrinsic Factors on the Basis of 287
Occupation
6.4 (c) Post Hoc Results for Intrinsic Factors on the Basis of Occupation 288
6.5 (a) Descriptive Statistical Analysis of Intrinsic Factors on the Basis 289
of Annual Income
6.5 (b) ANNOVA Results for Intrinsic Factors on the Basis of Annual 289
Income
6.5 (c) Post Hoc Results for Intrinsic Factors on the Basis of Annual 290
Income
6.6 (a) Descriptive Statistical Analysis of Intrinsic Factors on the Basis 291
of Age of Children

xxviii
6.6 (b) ANNOVA Results for Intrinsic Factors on the Basis of Age of 291
Children
6.6 (c) Post Hoc Results for Intrinsic Factors on the Basis of Age of 292
Children
6.7 (a) Descriptive Statistical Analysis of Intrinsic Factors on the Basis 293
of Family Structure
6.7 (b) ANNOVA Results for Intrinsic Factors on the Basis of Family 293
Structure
6.7 (c) Post Hoc Results for Intrinsic Factors on the Basis of Family 294
Structure
6.8 (a) Descriptive Statistical Analysis of Intrinsic Factors on the Basis 295
of Frequency of Purchase
6.8 (b) ANNOVA Results for Intrinsic Factors on the Basis of 295
Frequency of Purchase
6.8 (c) Post Hoc Results for Intrinsic Factors on the Basis of Frequency 296
of Purchase
6.9 (a) Descriptive Statistical Analysis of Intrinsic Factors on the Basis 297
of Gender
6.9 (b) Independent Sample Test for Equality of Mean Intrinsic Factors 297
on the Basis of Gender
6.10 (a) Descriptive Statistical Analysis of Intrinsic Factors on the Basis 298
of Marital Status
6.10 (b) Independent Sample Test for Equality of Mean Intrinsic Factors 298
on the Basis of Marital Status
6.11 (a) Descriptive Statistical Analysis of Intrinsic Factors on the Basis 299
of Residential Area
6.11 (b) Independent Sample Test for Equality of Mean Intrinsic Factors 299
on the Basis of Residential Area
6.12 (a) Correlation Amongst Various Intrinsic Factors 300
7.1 (a) Descriptive Statistical Analysis of Situational Factors on the 305
Basis of City
7.1 (b) ANNOVA Results for Situational Factors on the Basis of City 305
7.1 (c) Post Hoc Results for Situational Factors on the Basis of City 306
7.2 (a) Descriptive Statistical Analysis of Reference Group on the Basis 307
of City

xxix
7.2 (b) ANNOVA Results for Reference Group on the Basis of City 307
7.2 (c) Post Hoc Results for Reference Group on the Basis of City 308
7.3 (a) Descriptive Statistical Analysis of Social Class on the Basis of 309
City
7.3 (b) Post Hoc Results for Social Class on the Basis of City 309
7.3 (c) ANNOVA Results for Social Class on the Basis of City 310
7.4 (a) Descriptive Statistical Analysis of Culture on the Basis of City 311
7.4 (b) ANNOVA Results for Culture on the Basis of City 311
7.4 (c) Post Hoc Results for Culture on the Basis of City 312
7.5 (a) Descriptive Statistical Analysis of Product Features and Quality 313
on the Basis of City
7.5 (b) ANNOVA Results for Product Features and Quality on the Basis 313
of City
7.5 (c) Post Hoc Results for Product Features and Quality on the Basis 314
of City
7.6 (a) Descriptive Statistical Analysis of Lifestyle on the Basis of City 315
7.6 (b) ANNOVA Results for Lifestyle on the Basis of City 315
7.6 (c) Post Hoc Results for Lifestyle on the Basis of City 316
7.7 (a) Descriptive Statistical Analysis of Situational Factors on the 317
Basis of Age
7.7 (b) ANNOVA Results for Situational Factors on the Basis of Age 317
7.7 (c) Post Hoc Results for Situational Factors on the Basis of Age 318
7.8 (a) Descriptive Statistical Analysis of Reference Group on the Basis 319
of Age
7.8 (b) ANNOVA Results for Reference Group on the Basis of Age 319
7.8 (c) Post Hoc Results for Reference Group on the Basis of Age 320
7.9 (a) Descriptive Statistical Analysis of Social Class on the Basis of 320
Age
7.9 (b) ANNOVA Results for Social Class on the Basis of Age 321
7.9 (c) Post Hoc Results for Social Class on the Basis of Age 321
7.10 (a) Descriptive Statistical Analysis of Culture on the Basis of Age 322
7.10 (b) ANNOVA Results for Culture on the Basis of Age 322

xxx
7.10 (c) Post Hoc Results for Culture on the Basis of Age 323
7.11 (a) Descriptive Statistical Analysis of Product Features and Quality 324
on the Basis of Age
7.11 (b) ANNOVA Results for Product Features and Quality on the Basis 324
of Age
7.11 (c) Post Hoc Results for Product Features and Quality on the Basis 325
of Age
7.12 (a) Descriptive Statistical Analysis of Lifestyle on the Basis of Age 325
7.12 (b) ANNOVA Results for Lifestyle on the Basis of Age 326
7.12 (c) Post Hoc Results for Lifestyle on the Basis of Age 326
7.13 (a) Descriptive Statistical Analysis of Situational Factors on the 327
Basis of Education
7.13 (b) ANNOVA Results for Situational Factors on the Basis of 328
Education
7.13 (c) Post Hoc Results for Situational Factors on the Basis of 328
Education
7.14 (a) Descriptive Statistical Analysis of Reference Group on the Basis 329
of Education
7.14 (b) ANNOVA Results for Reference Group on the Basis of 329
Education
7.14 (c) Post Hoc Results for Reference Group on the Basis of Education 330
7.15 (a) Descriptive Statistical Analysis of Social Class on the Basis of 331
Education
7.15 (b) ANNOVA Results for Social Class on the Basis of Education 331
7.15 (c) Post Hoc Results for Social Class on the Basis of Education 332
7.16 (a) Descriptive Statistical Analysis of Culture on the Basis of 333
Education
7.16 (b) ANNOVA Results for Culture on the Basis of Education 333
7.16 (c) Post Hoc Results for Culture on the Basis of Education 334
7.17 (a) Descriptive Statistical Analysis of Product Features and Quality 335
on the Basis of Education:
7.17 (b) ANNOVA Results for Product Features and Quality on the Basis 335
of Education
7.17 (c) Post Hoc Results for Product Features and Quality on the Basis 336
of Education

xxxi
7.18 (a) Descriptive Statistical Analysis of Lifestyle on the Basis of 337
Education
7.18 (b) ANNOVA Results for Lifestyle on the Basis of Education 337
7.18 (c) Post Hoc Results for Lifestyle on the Basis of Education 338
7.19 (a) Descriptive Statistical Analysis of Situational Factors on the 339
Basis of Occupation
7.19 (b) ANNOVA Results for Situational Factors on the Basis of 339
Occupation
7.19 (c) Post Hoc Results for Situational Factors on the Basis of 340
Occupation
7.20 (a) Descriptive Statistical Analysis of Reference Group on the Basis 341
of Occupation
7.20 (b) ANNOVA Results for Reference Group on the Basis of 341
Occupation
7.20 (c) Post Hoc Results for Reference Group on the Basis of 342
Occupation
7.21 (a) Descriptive Statistical Analysis of Social Class on the Basis of 343
Occupation
7.21 (b) ANNOVA Results for Social Class on the Basis of Occupation 343
7.21 (c) Post Hoc Results for Social Class on the Basis of Occupation 344
7.22 (a) Descriptive Statistical Analysis of Culture on the Basis of 345
Occupation
7.22 (b) ANNOVA Results for Culture on the Basis of Occupation 345
7.22 (c) Post Hoc Results for Culture on the Basis of Occupation 346
7.23 (a) Descriptive Statistical Analysis of Product Features and Quality 347
on the Basis of Occupation
7.23 (b) ANNOVA Results for Product Features and Quality on the Basis 347
of Occupation
7.23 (c) Post Hoc Results for Product Features and Quality on the Basis 348
of Occupation
7.24 (a) Descriptive Statistical Analysis of Lifestyle on the Basis of 349
Occupation
7.24 (b) ANNOVA Results for Lifestyle on the Basis of Occupation 349
7.24 (c) Post Hoc Results for Lifestyle on the Basis of Occupation 350

xxxii
7.25 (a) Descriptive Statistical Analysis of Situational Factors on the 351
Basis of Annual Income
7.25 (b) ANNOVA Results for Situational Factors on the Basis of Annual 351
Income
7.25 (c) Post Hoc Results for Situational Factors on the Basis of Annual 352
Income
7.26 (a) Descriptive Statistical Analysis of Reference Group on the Basis 353
of Annual Income
7.26 (b) ANNOVA Results for Reference Group on the Basis of Annual 353
Income
7.26 (c) Post Hoc Results for Reference Group on the Basis of Annual 354
Income
7.27 (a) Descriptive Statistical Analysis of Social Class on the Basis of 355
Annual Income
7.27 (b) ANNOVA Results for Social Class on the Basis of Annual 355
Income
7.27 (c) Post Hoc Results for Social Class on the Basis of Annual 356
Income
7.28 (a) Descriptive Statistical Analysis of Culture on the Basis of 357
Annual Income
7.28 (b) ANNOVA Results for Culture on the Basis of Annual Income 357
7.28 (c) Post Hoc Results for Culture on the Basis of Annual Income 358
7.29 (a) Descriptive Statistical Analysis of Product Features and Quality 359
on the Basis of Annual Income
7.29 (b) ANNOVA Results for Product Features and Quality on the Basis 359
of Annual Income
7.29 (c) Post Hoc Results for Product Features and Quality on the Basis 360
of Annual Income
7.30 (a) Descriptive Statistical Analysis of Lifestyle on the Basis of 360
Annual Income
7.30 (b) ANNOVA Results for Lifestyle on the Basis of Annual Income 361
7.30 (c) Post Hoc Results for Lifestyle on the Basis of Annual Income 361
7.31 (a) Descriptive Statistical Analysis of Situational Factors on the 362
Basis of Age of Children

xxxiii
7.31 (b) ANNOVA Results for Situational Factors on the Basis of Age of 362
Children
7.31 (c) Post Hoc Results for Situational Factors on the Basis of Age of 363
Children
7.32 (a) Descriptive Statistical Analysis of Reference Group on the Basis 364
of Age of Children
7.32 (b) ANNOVA Results for Reference Group on the Basis of Age of 364
Children
7.32 (c) Post Hoc Results for Reference Group on the Basis of Age of 365
Children
7.33 (a) Descriptive Statistical Analysis of Social Class on the Basis of 366
Age of Children
7.33 (b) ANNOVA Results for Social Class on the Basis of Age of 366
Children
7.33 (c) Post Hoc Results for Social Class on the Basis of Age of 367
Children
7.34 (a) Descriptive Statistical Analysis of Culture on the Basis of Age of 368
Children
7.34 (b) ANNOVA Results for Culture on the Basis of Age of Children 368
7.34 (c) Post Hoc Results for Culture on the Basis of Age of Children 369
7.35 (a) Descriptive Statistical Analysis of Product Features and Quality 370
on the Basis of Age of Children
7.35 (b) ANNOVA Results for Product Features and Quality on the Basis 370
of Age of Children
7.35 (c) Post Hoc Results for Product Features and Quality on the Basis 371
of Age of Children
7.36 (a) Descriptive Statistical Analysis of Lifestyle on the Basis of Age 372
of Children
7.36 (b) ANNOVA Results for Lifestyle on the Basis of Age of Children 372
7.36 (c) Post Hoc Results for Lifestyle on the Basis of Age of Children 373
7.37 (a) Descriptive Statistical Analysis of Situational Factors on the 374
Basis of Family Structure
7.37 (b) ANNOVA Results for Situational Factors on the Basis of Family 374
Structure

xxxiv
7.37 (c) Post Hoc Results for Situational Factors on the Basis of Family 375
Structure
7.38 (a) Descriptive Statistical Analysis of Reference Group on the Basis 375
of Family Structure
7.38 (b) ANNOVA Results for Reference Group on the Basis of Family 376
Structure
7.38 (c) Post Hoc Results for Reference Group on the Basis of Family 376
Structure
7.39 (a) Descriptive Statistical Analysis of Social Class on the Basis of 377
Family Structure
7.39 (b) ANNOVA Results for Social Class on the Basis of Family 377
Structure
7.39 (c) Post Hoc Results for Social Class on the Basis of Family 378
Structure
7.40 (a) Descriptive Statistical Analysis of Culture on the Basis of Family 378
Structure
7.40 (b) ANNOVA Results for Culture on the Basis of Family Structure 379
7.40 (c) Post Hoc Results for Culture on the Basis of Family Structure 379
7.41 (a) Descriptive Statistical Analysis of Product Features and Quality 380
on the Basis of Family Structure
7.41 (b) ANNOVA Results for Product Features and Quality on the Basis 380
of Family Structure
7.41 (c) Post Hoc Results for Product Features and Quality on the Basis 381
of Family Structure
7.42 (a) Descriptive Statistical Analysis of Lifestyle on the Basis of 381
Family Structure
7.42 (b) ANNOVA Results for Lifestyle on the Basis of Family Structure 382
7.42 (c) Post Hoc Results for Lifestyle on the Basis of Family Structure 382
7.43 (a) Descriptive Statistical Analysis of Situational Factors on the 383
Basis of Frequency of Purchase
7.43 (b) ANNOVA Results for Situational Factors on the Basis of 383
Frequency of Purchase
7.43 (c) Post Hoc Results for Situational Factors on the Basis of 384
Frequency of Purchase

xxxv
7.44 (a) Descriptive Statistical Analysis of Reference Group on the Basis 385
of Frequency of Purchase
7.44 (b) ANNOVA Results for Reference Group on the Basis of 385
Frequency of Purchase
7.44 (c) Post Hoc Results for Reference Group on the Basis of Frequency 386
of Purchase
7.45 (a) Descriptive Statistical Analysis of Social Class on the Basis of 387
Frequency of Purchase
7.45 (b) ANNOVA Results for Social Class on the Basis of Frequency of 387
Purchase
7.45 (c) Post Hoc Results for Social Class on the Basis of Frequency of 388
Purchase
7.46 (a) Descriptive Statistical Analysis of Culture on the Basis of 389
Frequency of Purchase
7.46 (b) ANNOVA Results for Culture on the Basis of Frequency of 389
Purchase
7.46 (c) Post Hoc Results for Culture on the Basis of Frequency of 390
Purchase
7.47 (a) Descriptive Statistical Analysis of Product Features and Quality 391
on the Basis of Frequency of Purchase
7.47 (b) ANNOVA Results for Product Features and Quality on the Basis 391
of Frequency of Purchase
7.47 (c) Post Hoc Results for Product Features and Quality on the Basis 392
of Frequency of Purchase
7.48 (a) Descriptive Statistical Analysis of Lifestyle on the Basis of 393
Frequency of Purchase
7.48 (b) ANNOVA Results for Lifestyle on the Basis of Frequency of 393
Purchase
7.48 (c) Post Hoc Results for Lifestyle on the Basis of Frequency of 394
Purchase
7.49 (a) Descriptive Statistical Analysis of Situational Factors on the 395
Basis of Gender
7.49 (b) Independent Sample Test for Equality of Mean Situational 395
Factors on the Basis of Gender

xxxvi
7.50 (a) Descriptive Statistical Analysis of Reference Group on the Basis 396
of Gender
7.50 (b) Independent Sample Test for Equality of Mean Reference Group 396
on the Basis of Gender
7.51 (a) Descriptive Statistical Analysis of Social Class on the Basis of 397
Gender
7.51 (b) Independent Sample Test for Equality of Mean Social Class on 397
the Basis of Gender
7.52 (a) Descriptive Statistical Analysis of Culture on the Basis of 398
Gender
7.52 (b) Independent Sample Test for Equality of Mean Culture on the 398
Basis of Gender
7.53 (a) Descriptive Statistical Analysis of Product Features and Quality 399
on the Basis of Gender
7.53 (b) Independent Sample Test for Equality of Mean Product Features 399
and Quality on the Basis of Gender
7.54 (a) Descriptive Statistical Analysis of Lifestyle on the Basis of 400
Gender
7.54 (b) Independent Sample Test for Equality of Mean Lifestyle on the 400
Basis of Gender
7.55 (a) Descriptive Statistical Analysis of Situational Factors on the 401
Basis of Marital Status
7.55 (b) Independent Sample Test for Equality of Mean Situational 401
Factors on the Basis of Marital Status
7.56 (a) Descriptive Statistical Analysis of Reference Group on the Basis 402
of Marital Status
7.56 (b) Independent Sample Test for Equality of Mean Reference Group 402
on the Basis of Marital Status
7.57 (a) Descriptive Statistical Analysis of Social Class on the Basis of 403
Marital Status
7.57 (b) Independent Sample Test for Equality of Mean Social Class on 403
the Basis of Marital Status
7.58 (a) Descriptive Statistical Analysis of Culture on the Basis of 404
Marital Status

xxxvii
7.58 (b) Independent Sample Test for Equality of Mean Culture on the 404
Basis of Marital Status
7.59 (a) Descriptive Statistical Analysis of Product Features and Quality 405
on the Basis of Marital Status
7.59 (b) Independent Sample Test for Equality of Mean Product Features 405
and Quality on the Basis of Marital Status
7.60 (a) Descriptive Statistical Analysis of Lifestyle on the Basis of 406
Marital Status
7.60 (b) Independent Sample Test for Equality of Mean Lifestyle on the 406
Basis of Marital Status
7.61 (a) Descriptive Statistical Analysis of Situational Factors on the 407
Basis of Residential Area
7.61 (b) Independent Sample Test for Equality of Mean Situational 407
Factors on the Basis of Residential Area
7.62 (a) Descriptive Statistical Analysis of Reference Group on the Basis 408
of Residential Area
7.62 (b) Independent Sample Test for Equality of Mean Reference Group 408
on the Basis of Residential Area
7.63 (a) Descriptive Statistical Analysis of Social Class on the Basis of 409
Residential Area
7.63 (b) Independent Sample Test for Equality of Mean Social Class on 409
the Basis of Residential Area
7.64 (a) Descriptive Statistical Analysis of Culture on the Basis of 410
Residential Area
7.64 (b) Independent Sample Test for Equality of Mean Culture on the 410
Basis of Residential Area
7.65 (a) Descriptive Statistical Analysis of Product Features and Quality 411
on the Basis of Residential Area
7.65 (b) Independent Sample Test for Equality of Mean Product Features 411
and Quality on the Basis of Residential Area
7.66 (a) Descriptive Statistical Analysis of Lifestyle on the Basis of 412
Residential Area
7.66 (b) Independent Sample Test for Equality of Mean Lifestyle on the 412
Basis of Residential Area

xxxviii
 8.1 (a) Descriptive Statistical Analysis of Extrinsic Factors on the Basis 416
of City
8.1 (b) ANNOVA Results for Extrinsic Factors on the Basis of City 416
8.1 (c) Post Hoc Results for Extrinsic Factors on the Basis of City 417
8.2 (a) Descriptive Statistical Analysis of Extrinsic Factors on the Basis 418
of Age
8.2 (b) ANNOVA Results for Extrinsic Factors on the Basis of Age 418
8.2 (c) Post Hoc Results for Extrinsic Factors on the Basis of Age 419
8.3 (a) Descriptive Statistical Analysis of Extrinsic Factors on the Basis 420
of Education
8.3 (b) ANNOVA Results for Extrinsic Factors on the Basis of 420
Education
8.3 (c) Post Hoc Results for Extrinsic Factors on the Basis of Education 421
8.4 (a) Descriptive Statistical Analysis of Extrinsic Factors on the Basis 422
of Occupation
8.4 (b) ANNOVA Results for Extrinsic Factors on the Basis of 422
Occupation
8.4 (c) Post Hoc Results for Extrinsic Factors on the Basis of 423
Occupation
8.5 (a) Descriptive Statistical Analysis of Extrinsic Factors on the Basis 424
of Annual Income
8.5 (b) ANNOVA Results for Extrinsic Factors on the Basis of Annual 424
Income
8.5 (c) Post Hoc Results for Extrinsic Factors on the Basis of Annual 425
Income
8.6 (a) Descriptive Statistical Analysis of Extrinsic Factors on the Basis 426
of Age of Children
8.6 (b) ANNOVA Results for Extrinsic Factors on the Basis of Age of 426
Children
8.6 (c) Post Hoc Results for Extrinsic Factors on the Basis of Age of 427
Children
8.7 (a) Descriptive Statistical Analysis of Extrinsic Factors on the Basis 428
of Family Structure

xxxix
8.7 (b) ANNOVA Results for Extrinsic Factors on the Basis of Family 428
Structure
8.7 (c) Post Hoc Results for Extrinsic Factors on the Basis of Family 429
Structure
8.8 (a) Descriptive Statistical Analysis of Extrinsic Factors on the Basis 430
of Frequency of Purchase
8.8 (b) ANNOVA Results for Extrinsic Factors on the Basis of 430
Frequency of Purchase
8.8 (c) Post Hoc Results for Extrinsic Factors on the Basis of Frequency 431
of Purchase
8.9 (a) Descriptive Statistical Analysis of Extrinsic Factors on the Basis 432
of Gender
8.9 (b) Independent Sample Test for Equality of Mean Extrinsic Factors 432
on the Basis of Gender
8.10 (a) Descriptive Statistical Analysis of Extrinsic Factors on the Basis 433
of Marital Status
8.10 (b) Independent Sample Test for Equality of Mean Extrinsic Factors 433
on the Basis of Marital Status
8.11 (a) Descriptive Statistical Analysis of Extrinsic Factors on the Basis 434
of Residential Area
8.11 (b) Independent Sample Test for Equality of Mean Extrinsic Factors 434
on the Basis of Residential Area
8.12 (a) Correlation Amongst Various Extrinsic Factors 435
8.13 (a) Correlation Amongst Extrinsic and Intrinsic Factors 436

xl
 LIST OF FIGURES

FIGURE PAGE
TITLE
NO. NO.
1.1 Major Factors Influencing the Consumer Buying Behaviour 16
1.2 Categorization of Characteristics Influencing Consumer 18
Behaviour
1.3 Factors Influencing the Consumer’s Purchase Behaviour 21
1.4 Different Types of Buyers 28
1.5 The Way a Person Interprets, Based on His Perception 36
3.1 Pie Chart Sample 123
3.2 Bar Chart Sample 123
4.1 Distribution of Respondents on the Basis of City 128
4.2 Distribution of Respondents on the Basis of Gender 129
4.3 Distribution of Respondents on the Basis of Age 132
4.4 Distribution of Respondents on the Basis of Educational Area 134
4.5 Distribution of Respondents on the basis of Occupation 137
4.6 Distribution of Respondents on the Basis of Annual Income 139
4.7 Distribution of Respondents on the Basis of Marital Status 142
4.8 Distribution of Respondents on the Basis of Age of Children 144
4.9 Distribution of Respondents on the Basis of Residential Area 146
4.10 Distribution of Respondents on the Basis of Family Structure 147
4.11 Distribution of Respondents on the Basis of Frequency of 149
Purchase
4.12 Scree Plot Showing Extrinsic Factors 155
4.13 Scree Plot Showing Intrinsic Factors 163
5.1 Scree Plot Showing Intrinsic Factors 278
7.1 Scree Plot Showing Extrinsic Factors 413

xli
This chapter explains conceptual framework of the study. Introduction covers various
aspects of broad characteristics of consumer behaviour and factors influencing it and their
influence on decision making process in buying behaviour. It concludes with the major
factors thus derived which influence consumer buying behaviour towards branded
readymade garments in the cities covered, i.e. Mohali, Chandigarh, Ludhiana, Amritsar,
Patiala and Jallandhar. Earlier the term consumer was used strictly in terms of economic
goods and services where monetary exchange was involved and it involved purchase for
personal use. With the change in time, the definition of the consumer stands broadened,
now purchase of goods and services wherein monetary transaction is not involved and the
consumption is by voluntary organizations are also included in the definition of
consumers. Thus the term consumer is now used for both personal as well as
organizational consumers who represent two different types of consumption pattern. The
goods bought for oneself or for the friends or the family members (ultimate consumers)
for their personal is referred to as “consumers” whereas anyone who regularly makes
purchases for a store or company is termed as a customer. The consumers are known to
be the “king of the market” thus if an organization is able to know their consumers well,
they can improve their marketing strategies by understanding the issues such as:

 The psychology of consumers involving how a consumer thinks, feels, reasons

and selects different available options or alternatives relating to the brands,
products or retailers.
 The way in which the consumer gets influenced by the internal or external
environment including culture, family, media etc.
 The difference in the behaviour of consumers while shopping or making other
market decisions;
 What strategies may be adopted by marketers to improve their marketing
campaigns and marketing strategies to reach potential customers more effectively.

Consumer behaviour is the study of individuals, groups or organizations and the

processes used by them to select, secure and use of products, services, experiences, or
ideas to satisfy needs and its impacts on the consumer and society. The study of consumer
behaviour has developed importance in the field of marketing as it was witnessed that the
consumers did not always behave as suggested by the economic theories. As it is also
seen that the price of the product and the purchase behaviour had no relation as far as the
purchase decision is concerned; which further stressed that consumer buying behaviour

1
cannot give a static result and is dependent on various factors. Study of consumer
behaviour is a multi disciplinary field which draws its concepts from several other fields
of study. As far as the consumption is concerned, consumer behaviour involves the
understanding of human behavioural sciences. Consumer behaviour is also known to be a
subset of human behaviour. The study of consumer behaviour involves disciplines such as
psychology, because it covers the study of the individual including motivation,
perception, attitude, personality and learning. All these factors are critical in
understanding consumer behaviour and comprehend consumption related needs of
individuals, their actions and responses to different products and promotional messages;
and the manner in which their experiences and personality traits influences their choice of
a particular product or brand. It also comprises of social factors, as it involves the study of
groups as a whole. When individuals form groups, their actions are sometimes quite
different from the actions of same individuals when operating alone. In consumer
behaviour too, influence of group memberships, family and social class also play a very
important role which needs to be studied.

1.1 CONCEPTUAL BACKGROUND OF CONSUMER BEHAVIOUR:

The term consumer behaviour is defined as the behaviour that consumer display while
searching for, purchasing, using, evaluating and disposing of products and services that
they expect will satisfy their needs, Solomon (1995)1.According to Schiffman and Kanuk
(1997)2, the consumer behaviour is defined as a study on how an individual makes
decisions to spend their available resources (time, money and effort) on consumables.
Gabbot and Hogg (1998)3 stated that “consumer behaviour is the process that may contain
different activities and stages.” The official definition of consumer behaviour given by
Belch and Belch (2007)4 is „the process and activities people engage in when searching
for, selecting, purchasing, using, evaluating, and disposing of products and services so as
to satisfy their needs and desires‟. This can be an individual behaviour or even group
behaviour as a whole. Consumer behaviour starts with the manner in which the goods are
purchased and ends with the inclusion of disposal of the same. Schiffman et.al.
(2007)5stated, “consumer behaviour is the behaviour that the consumers express when
they select and purchase the products or services using their available resources in order
to satisfy their needs and desires.” In order to make sure that the customer buying
behaviour is understood in a proper manner, market the marketers also use good
advertising and promotional strategies in order to consider the external factors such as

2
economic conditions of the country, political stability, technology and ethnic culture all of
which are beyond the control of both the company and the consumers, Lancaster et.al.
(2002)6.Kotleret.al. (2009)7 say that it is essential to mention that despite the efforts to
learn and understand the buying behaviour of consumer, still it is very difficult to identify
the exact reasons behind the preference of a consumer towards one product or service
over the other. The main reason behind this is that the buying behaviour of a consumer is
unpredictable as many other factors are there which affect the buying behaviour, i.e. the
emotional benefits or influence of peer, friends or family members etc. According to
Blackwellet.al. (2006)8, “the buying behaviour of a consumer is in itself a very complex
and dynamic issue which cannot be defined easily and in a common way. Also, it was
stated that sophisticated domestic customers‟ base is created by the high quality of
domestic products and services. Whereas Egan (2007)9argued on the importance of
understanding consumer behaviour to have better results and profits. Better awareness of
consumer buying behaviour proves to be a positive contribution to the country‟s
economic state and the quality of goods and products are exceptionally found to be good
in the countries where buying behaviour of consumers is well understood. As per the
definition given by Stallworth (2008)10, “consumer behaviour is the set of activities which
involves the purchase and use of goods and services which resulted from the customers‟
emotional and mental needs and behavioural responses.” In the words of Kumar (2010)11
consumer buying behaviour refers to the buying behaviour of the final consumers both
individuals and households, those who buy goods and services for personal consumption.
Kotler and Keller (2011)12 highlighted the importance of understand the importance of
consumer buying behaviour and it is extremely important for the manufacturers and the
service providers to know how the customers choose their products and services so as to
provide them with the competitive advantage over their competitors in many ways. This
is even more helpful for them to use this knowledge in setting the strategies towards
offering the right products and services keeping in view their needs and wants effectively.
Consumer buying behaviour is considered as: the ways of buying and disposing of goods
and services, ideas or experiences by the individuals, groups and organizations so as to
satisfy their wants and needs. According to the American Marketing Association13,
consumer behaviour is defined as, “The dynamic interaction of affect and cognition,
behaviour and the environment by which human beings conduct the exchange aspects of
their lives. Whereas as per Bennett (1995)14, “consumer behaviour is the actions and
decision processes of people who purchase goods and services for personal

3
consumption.” Engel(1990)15 defined consumer behaviour as “the mental and emotional
processes and the observable behaviour of consumers during searching for, purchasing
and post consumption of a product or service.”

In simple terms, consumer behaviour is the manner in which the consumers make
decisions to spend their available resources such as their money, time and effort on the
consumption or reuse of the products or services. Consumer behaviour has two aspects,
i.e, the purchase activity and decision making process. The final purchase made by the
consumers is the ultimate result of the long decision making process which may involve a
number of complex variables. The study of consumer behaviour involves the study of the
factors which helps in determining what a consumer buys, why they buy, how much they
buy, from where and frequently they buy a particular product or service or even a brand.
The main focus of consumer behaviour studies is focused on the way in which individuals
spend their available resources i.e. time, money and effort on consumption related
articles. Consumer behaviour includes what, why, when, how often do they buy and use
it; how it is evaluated after purchase and if it has any impact on the future purchases.

1.2 TYPES OF CONSUMER BUYING BEHAVIOUR:

Consumer buying behaviour can be divided into various categories. Four distinct types of
consumer buying behaviour are:

ROUTINE RESPONSE/PROGRAMMED BEHAVIOUR:

This type of buying behaviour involves frequent purchase of low cost items which needs
very little search and decision efforts. These are usually the daily consumption items
purchased almost automatically and include soft drinks, milk, snack food etc.

LIMITED DECISION MAKING:

The consumer tends to buy product occasionally thus a moderate amount of time for
gathering information about unfamiliar brand in a familiar product category,e.g. branded
readymade apparel, the consumer knows the product but has to gather information
regarding the type of brand that he may buy.

EXTENSIVE DECISION MAKING:

This type of decision making includes complex high involvement about purchase of
unfamiliar expensive or infrequently bought products. There is a high degree of economic
and performance risk in it. This decision making process is intense and thus very time
consuming. For example: purchase of cars, homes or computers.

4
IMPULSE BUYING, NO CONSCIOUS PLANNING:

Some products are purchased without much planning and as an impulse buying
behaviour. Example: a consumer tends to buy very expensive clothes which they may not
buy in usual course of time but they buy it during Diwali season, birthdays, anniversaries
or weddings at their homes. This type of buying behaviour does not involve lot of time in
decision making process neither do they enquire much while taking such purchase
decisions.

1.3 STAGES IN THE PROCESS OF DECISION MAKING AND BUYING

BEHAVIOUR:

The consumer buying behaviour involves certain steps in the process of decision making
which have been stated below:

PROBLEM RECOGNITION:

The stage of problem recognition involves the identification of problem according to the
consumer needs. This process begins when a buyer becomes aware of an unsatisfied need
or a problem. It is a critical stage in consumer decision making process without it; there is
no deliberate search for information. Processing of information and motivation process
are combined in the process of problem recognition. Firstly, the consumers must be aware
of the problem through information processing arising as a result of internal or external
stimuli. There are again two types of problems involved, routine problem and emergency
problem, routine problems are those where the difference between actual and required
demand is felt and calls for immediate solution for the same. Minimum time lag between
purchase and actual consumption is there. Whereas in case of emergency problems,
unexpected and necessarily need immediate solutions. There is a minimum time lag
between the purchase and actual consumption in case of routine or goods of daily needs.

SEARCHING THE INFORMATION:

After the recognition stage, arises, the need to gather adequate information to select an
appropriate solution. This involves search of consumer surveys in his/her environment to
make a satisfying purchase decision. It is an ongoing process for the consumers and
internal and external sources of gathering information is used for the same. The database
regarding the required information is created. The information can be sourced from both
internal as well as external sources. Internal source of information includes what is

5
retained in memory of the consumer whereas the external sources of information includes
word of mouth or references by friends, family or the peer groups and other public
sources. The process of gathering information involves evaluating one brand at a time on
several attributes. Then an exercise is done to process attributes, this involves examining
a specific attribute and making a comparison with the attributes provided by other brands.
The collection of information yields an awareness of various sets of brands or products.

EVALUATION OF ALTERNATIVES:

The evaluation criteria used by the consumers involves few dimensions such as:

i. Features
ii. Characteristics
iii. Benefits that a consumer desires to solve a problem.

Consumer‟s evaluative criteria for a laptop may include processor speed, operating
system, memory, graphics and cost of warranty for one consumer but the expectations or
the desired features for the same may be different for another consumer at the same point
of time. Alternatives offered by a brand or for a product line are evaluated on the basis of
impression, attitude, beliefs and institutions and helps in structuring an overall preference
about a brand by making a comparison of each and every alternative on offer for each
product at the same time. This attribute-based choice process is cumbersome and time
consuming. The purchase decision of any products is based on affective choice and the
evaluation is based on how the product makes the consumer feel while using the product.
Due to the intense competition in the market and availability of various brands and
products, the consumer tends to make a comparison of features of brands and products
available. In this process a limited set of products and brands are studied. The evaluation
of alternatives is done in terms of functional and psychological benefits offered by the
products. The marketers need to understand what features and benefits consumers are
seeking in a product. Also, usually, a comparative analysis of the competing brands and
products is made.

PURCHASE DECISION:

Consumer makes a purchase decision after clear and thorough evaluation of alternatives.
The marketers facilitate the consumer in their purchase process, by facilitating the

6
consumers with various options, offers, credit payment terms or installments etc. The
final purchase decision is made after choosing suitable alternatives including the product,
package, store, method of purchase etc. Making a purchase is a routine matter wherein the
consumer goes to a retail outlet and picks up what he/she desires. Frequently it happens
that a consumer chooses the retail outlet first and then their choice of brand. Consumers
are exposed to product innovations and their descriptions in direct mail pieces and
catalogues in various communication media including television, internet and print. The
consumer buys a product after comparing convenience and prices etc. of the competing
products on offer at other distribution outlets. The post purchase evaluation of the
consumer is more important as only a positive post purchase evaluation gives satisfaction
and this is one of the major factor which helps in making an overall better choice while
making the purchase decision. Also, the level of satisfaction received from a product is
basically the function of the initial performance expectation level. A negative evaluation
causes dissatisfaction and may result in the discontinuance of purchase of that product or
brand. When the performance received is less than the expected level a level of
dissatisfaction may result and a negative impression may be formed in the mind of the
consumer about that particular brand or the product. This will most likely push and drop
the brand or product from being considered on future occasions. To satisfy a consumer,
the brand or product must at least meet the minimum performance expectations of the
consumers.

FINAL PURCHASE:

The final purchase is made keeping in view all the above factors. The decision of making
a purchase can be a lengthy process while buying a new product or a brand but if the
consumer had received a level of satisfaction from the product or brand used earlier it
will help take an instant and a spontaneous decision. The final purchase will be
determined by the expectations level of the consumer. Post purchase evaluation: This is
the last stage of consumer buying process wherein the assessment of the outcomes is done
on the basis of satisfaction or dissatisfaction from the concerned product or brand. The
post sale behaviour by the marketer is a major determinant of building a good reputation
for the product. Thus the after sales service, warranty or free services provided by the
marketers is a very important factor in the buying behaviour of the consumer.

7
1.4 LEVEL OF INVOLVEMENT IN CONSUMER BUYING BEHAVIOUR:

Besides the factors discussed above, the level of involvement of a consumer also plays a
major role in the consumer buying behaviour. Consumer involvement in the process of
decision making is considered as the basic variable of buying behaviour as the role and
the level of consumer involvement in the decision making process influences the choice
of product or the brand as a whole. The involvement level ensures a consumer behaviour
pattern, and is the level of outcome for concern, interest in the purchase process.
Involvement in the purchase process, encouraged by the need to consider a certain
purchase is crucial. Consumer involvement is very important to distinguish the cognition
of various consumers. Purchase decision is effected by the high or low level of
involvement in the consumer buying behaviour thus becomes increasingly complex.
Various types of involvement in decision making are discussed below.

LOW-INVOLVEMENT PURCHASE HIGH-INVOLVEMENT PURCHASES:

This is also known as nominal problem solving, habitual or a routine problem solving.
There is a direct link between the need and the intention to buy. There is a very limited
level of information processing. Purchase of low priced or the routine goods are a part of
this behaviour. Frequently purchased goods which are bought and consumed on ongoing
basis involve nominal decision making. Single preferred solution is there, no brand
evaluation is done, a routine brand is purchased and a normal decision making is there.
The consumers buying such goods do not even think of any alternative brand. The
decision making is nominal and not much importance is attached to the product category
or purchase. For example: when buying salt, toothpastes, soaps etc. a consumer would
prefer the same brand again and again without making any new search of any new brand
of such products available in the market. These purchases do not involve much scrutiny
amongst the available brands; the brands being used are purchased again and again. But
in this category, sales promotion can lead to considerable brand switching. It involves
long term memory and limited external search consideration of just few alternatives and
very little post purchase evaluation. Lowest level of consumer involvement is there in the
purchase of such goods. This decision making involves extensive internal long term
memory and external outside sources information followed by a rigorous evaluation of
several available alternatives. Complex decisions are very few and relates to buying of
items like stereo system, washing machine, laser printer etc. Post purchase evaluation is
more likely to be complex and dissonance causing.

8
HIGH INVOLVEMENT PURCHASES:

In case of high involvement purchases, the relative importance of external search tends to
increase. This type of information sought by a consumer depends on what he/she already
knows. If consumer knows little about available alternatives, the tendency is to learn
about the availability of alternatives and after obtaining sufficient information, the
consumer utilizes these to develop suitable evaluation criteria. This type of purchase
decision involves perceived risk, extensive information search and a thorough evaluation
is made for extended decision making.

1.5 COGNITIVE PERSPECTIVE:

Cognition is a general term used to denote thinking and many other aspects of our higher
mental processes. Cognitive psychology focuses on the way human‟s process
information, looking at how the information is treated and comes to the person and how
the treatment leads to responses. In other words, variables mediate between the stimulus/
input and response/output. Cognitive psychologists study internal processes including
perception, attention, language, memory and thinking. The cognitive approach does not
always recognize physical (re: biological psychology) and environmental (re:
behaviourism) factors in determining behaviour. Cognition can be by humans conscious
and unconscious, concrete or abstract and at the same time it can be intuitive (like
knowledge of a language) and conceptual (like a model of a language). The process of
cognition uses existing knowledge and generates new knowledge. Within psychology or
philosophy, the concept of cognition is closely related to the concept of abstract such as
mind or intelligence. It encompasses the mental functions, mental processes (thoughts)
and states of intelligent entities (humans, collaborative groups, human organizations,
highly autonomous machines, and artificial intelligence). Cognition gives different
meaning at different times and when so used at different places. In simple terms,
cognition literally means the mental process of knowing, which include the aspects such
as awareness, perception, reasoning and judgment. In scientific terms, cognition means a
set of all mental abilities and processes relating to knowledge, attention, judgment,
evaluation, reasoning, problem solving and decision making. This term does not have a
specific meaning and its usage varies across disciplines in psychology, it usually refers to
an information processing view of an individual's psychological functions. While
considering this term in case of marketing, it has a dynamic meaning because of the fact
that the key influential factor is the complexity of a consumer‟s cognitive structures i.e.

9
the sophistication of structures used to organize incoming information. In the course of
everyday living, consumers have to make numerous decisions relating to products, and
alternatives. Consumer cognition is a wider term and it cannot be easily interpreted.
Consumer decision making process depends largely on how they process information
available to them. Many times consumer cognition has also been linked to brand or
product loyalty. The delineation of cognitive structure and content are components of an
individual cognitive system. These structures aid an individual in processing of incoming
information by limiting inputs from environment to a required acceptable level. There is
no rule for an individual‟s cognitive behaviour, as rightly said that the consumer
behaviour is most difficult to study and most unpredictable in nature. Every individual
has a different intellect and cognition level, thus a person might have a high complex
level of cognitive complexity for organizing information concerning one product but
might have a simpler cognitive structure or a lower level of cognitive complexity for
organizing information concerning the other product. Although this is quite questionable
and unanswered that the same individual would have such different cognitive structures
for these two contexts, i.e., the causal process that creates cognitive structure and its
associated complexity need to be examined. In the basic discipline, cognitive complexity
has shown influence whether individuals are able to evaluate the information available to
them. The choice made by an individual is based on many factors, the social relations, the
friends and the family members and the peer group also plays a very important role in the
development of cognition in any individual. Thus cognitive complexity is the content of
individual‟s cognition which consists of mental representations including knowledge,
beliefs and their attributes and the structure of cognition refers to the relationships among
these objects. An individual who is exposed to a wider variety of stimuli is more likely to
be of complex cognitive behaviour as a whole. “An individual with high levels of
cognitive complexity are able to understand information about new products more easily
and rapidly and are willing to make innovation decisions independently of the
communicated experience of others‟‟ (Midgley)16. A consumer‟s cognitive structures in
respect of one context may become more complex as a result of experiences with another
context. This process could also result in a transfer of experience or thoughts from one
domain to another. The level of satisfaction or dissatisfaction with one product may
partially depend upon the experience with a different, though related. A consumer makes
use of their intuitions in forming judgments regarding the products required by them and
their intuitive decision making plays a bigger role in the formation of their inclination
towards a particular product. Also, when an individual gives less thought to their

10
judgments may be influenced directly by emotions and intuitions automatically. An
individual who highly need cognition gives more thought to their judgments and their
thoughts are emotionally biased and these types of consumers are more rational as
compared to those who are low in this trait.

1.6 BRANDS:

Brand is no more a new word for a consumer of any background. Earlier there was a time
when a consumer used to buy a product and then check the brand but now the brand is the
deciding factor for any consumer before making any purchase. What exactly is a brand -
not just a name or a logo or an identity factor but it is an intangible and tangible picture of
the product in the mind of the consumers. “A brand consists of both tangible and
intangible features, it also includes practical and symbolic conditions that are
economically viable for the company” Laurent and Kapferer, (1985)17.According to
Heever (2000)18, the word brand originated from the German word,“brandr” which
means, “to burn”. Keller (2003)19 stated a brand as one of the most valuable assets with
their product or service. Brands have become one of the most sophisticated marketing
tools and owns a considerable monetary value of its own. The American Marketing
Association (AMA) (2007)20 defines the term „Brand‟ as “A name, term, symbol or
design, or a combination of them, which is intended to signify the goods or services of
one seller or group of sellers and to differentiate them from those of competitors.” A
service which differentiated it from other products to satisfy the same need is known as a
brand. In short, a product comprises of not only the product features or is description but
with a brand name comes an assurance of quality and a promise of best possible features
in it. Heever (2000)18 had a different perspective, in his opinion, a brand is not a name,
logo, sign, symbol, advertisement or spokesperson, rather a brand is everything that an
organization wants people especially its target markets to feel and believe about its
product or services. In the opinion of Kotler et.al., (2009)21, the key to creating a brand is
to be able to choose a name, logo, symbol, package design or other such attributes that
distinguishes it from the others.

Every brand has two perspectives of its own, the tangible features and the intangible
features of the product or service. The intangible features originate from the perspective
of marketing communications whereas the intangible features from a classical marketing
perspective. Nandan (2005)22 elaborated on the intangible aspect of the brand, namely
that brands are intangible assets that can build shareholder value. A brand is an asset that

11
does not have a physical existence and its exact value cannot be determined unless it
becomes the subject of a specific business transaction of sale or acquisition. Machado
(2005)23 explained brand by means of presentation that distinguishes it from its
unbranded commodity counterparts and gives equity. Furthermore he illustrated brand as
the sum total of consumer perceptions and experiences with the brand, the brand name
and what it stands for and the company associated with the brand.

Thus to summarize, a brand can be defined as a product or service differentiated by its

position relative to the competition. Also, brand acts a mean of identification and a way
for consumers to identify one product over the other similar products. Consumers take
their past experiences as a base of rating the brand into consideration which further
ensures quality and satisfaction. Branding is the process by which companies distinguish
their products from their competitor‟s. Social, cultural, individual and emotional forces
play a big part in defining consumer buying behaviour. A consumer can have either
repeated purchases for a high involvement which means he is a brand loyal customer,
whereas repeat purchase with a low involvement in the product implies habitual purchase.
Customer satisfaction drives customer loyalty which involves the commitment of the
customer for a sustained investment with a brand or a company. Customer loyalty is
reflected by many factors, which include repeated purchases for the same or additional
products or services from the same company, willingness to recommend the company or
the brand to others or being brand loyal consumers by refusing to accept any other
substitute brand or to switch to any other brand. A doctor and software engineer both
would have different buying pattern in apparel, food automobile etc. Motivation,
perception, learning, beliefs and attitude affects the psychology of the consumers which
helps in the determination of the buying behaviour of the consumers as a whole.
Motivation, perception, learning, beliefs and attitude affect the psychology of the
consumers and help in the determination of consumer buying behaviour. From having
been a mere marker that identifies the producer or the origin of a product, today the brand
in itself has become the sign that is consumed, Featherstone, (1994)24. This can be further
illustrated by the fact that for instance, Reebok apparel or a Gucci garment are not just
physical products, rather they also constitute in themselves symbolic signs on an expressive
level. Brands are being consumed as aesthetic expressions in the form of images or signs. A
brand is a mark of identification and is concerned with the production and consumption of
that particular brand or the brand image.

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 DIFFERENT ROLES OF A BRAND: There are different perspectives of roles or
benefits of a brand.

 CONSUMERS’ POINT OF VIEW:

Brands give a meaning to consumers as a result of past experiences and thus simplify the
product buying decision of the consumers. If consumers are able to recognize or had past
experiences with the brand, the time and cost involved is reduced to a great extent.
Brands also serve as a symbolic device and allow consumers to project their self-image.
From the consumers‟ point of view, brand is the identification of a source of a product,
which assigns responsibility to the manufacturer of the product. This helps in reducing
risk in the cost of searching a product as an assurance of quality and satisfaction from the
product acts as a symbolic evidence for the same.

 MANUFACTURERS’ POINT OF VIEW:

Though due to extensive competition in the market, manufacturers face a threat of

duplicating of the manufacturing process, designs or even the features of their product by
their competitors but such an imitation cannot give a long lasting impression in the minds
of the consumers. For a manufacturer, branding gives price benefits also, as the
consumers are willing to pay premium price for the brand they trust. A good brand is able
to fetch more profits and more demand of a product thus helps in creating a better brand
image or goodwill, which is further known to be an asset for any company. The market is
flooded with various brands which has further turned social landscape into a commercial
“brandscape”. The marketplace has become “a battlefield of brand names, images and
logos striving to be heard” Morling (2004)25. In this world of brands, it has become very
important to manage all the brands efficiently. Brand has now taken a major position of
the heart of the business activities. Aaker (2001)26 stresses more on the necessity of
considering a brand to be an asset with the emergence of “brand equity” in the market.
The concept denotes the portion of firm equity that stems from the brand. From the
manufacturer‟s point of view, brands are the improved perception of the performance of a
product which offers greater loyalty and less vulnerability to competitive market actions
and crisis. This ensures larger margins, greater trade cooperation and support and
additional brand extension opportunities. These revolutions gave rise to brand awareness
which measured as the proportion of target customers who have prior knowledge of the
brand and it is measured by Brand recognition and brand recall. Rather now brands are

13
considered as the most valuable assets of a company. Powerful brands are the powerful
assets of the company and are very helpful in serving as an arsenal in order to get more
market share. Only a good brand is helpful in creating a major market share by
challenging major established brands. This is possible only through differentiated product
features provided by the image created by the brand. A good brand is able to attract loyal
customers towards their product or service. This brand loyalty of consumers is interacted
with the product involvement. Repeated purchase behaviour for a high involvement
product is the biggest indicator for the brand loyalty. Brand loyalty is judged by various
factors, repeated buying behaviour towards the same product or services or additional
products of the same brand or company, willingness to recommend to others,
commitment to the company by resistance to switching to a competitor.

1.7 BRAND LOYALTY:

Brand loyalty is of two types, it can be behavioural or attitudinal. Behavioural brand

loyalty includes the loyalty of the customers as long as they continue to buy and use a
good or service. This can be determined by the recommendations made by the consumers
to their friend or a colleague to a particular good and /or service. Whereas the attitudinal
brand loyalty is the sense of belonging or commitment to the good or service. Trust or
emotional attachment also plays a major role in the determination of the level of loyalty
towards a brand, stronger is the attitudinal commitment, the more likely is that the
consumer remains loyal to a particular brand. Brands have become the focus of concern
in marketing these days. Now a brand is not just a marker that identifies the producer but
has become the product that is consumed. The brand is conceptualized as the essence of
the firm and the most crucial asset of the firm. Earlier it was said that “a good product
speaks for itself”, in today‟s world of cut throat competition, where the markets are full of
products of various categories, it has become very difficult to differentiate similar
products, in order to create uniqueness. Lifestyle of the consumer is one of the major
deciding factors for the “symbolic expertise” of the brand strategies and managers. With
the advent of a brand, the activities of advertising a marketing are no longer are known to
be the supportive functions but are known to be the essence of the enterprise.It can be
said that the production and proliferation of signs (brands) have become more important
than the production of the material objects. The shift in focus from the tangibles to the
intangibles, the core activity of the firm has shifted from the production of things to the

14
production of images. In the form of images or signs, brands are being consumed as
aesthetic expressions. Now a brand is not only a marker of identification, but a product in
itself. This is the reason why a brand is known as the asset of an organization, an equity
owned and carefully controlled by the corporations. Now brands rather than the
commodities are flooding the marketplace and the battlefield of market has turned into a
commercial “brandscape”.

With the passage of time, the brand becomes more developed and through lifestyle
advertising, user and need based segmentation, the relationship between the consumer
and the brand increases. With the increasing power of the consumer, the marketers also
are not wasting time in building the brands slowly. The marketing initiatives are turning
symbolical and the brands are turning into icons. Managing a brand has now become
equally important and difficult else it can depreciate in value and can even be transformed
into a liability in future. A well-known brand helps the consumer interpret and understand
information, and the brand may contribute to the experience of satisfaction both when the
consumer buys and uses the branded product. Branding theories are mainly concerned
with how consumers are socially affected by branding and how brands conquer consumer
perception. Marketers are interested in how consumers recall and recognize brands
(Keller, 2009)3, how brands relate to perceived quality and price and what types of
associations brands evoke (Parasuraman et. al., 1998)29.The predominance of the
cognitive knowledge in this sense is challenged by the focus on feeling, intuition and
immersion. It is a very strong and important competitive tool in the hands of the
corporations. It is not the marketers who create or establish a brand; it is the consumer
who attaches meaning to these visible cues based on their own experiences and
perceptions. The functional and emotional attribute of the brand helps in the
determination of the true value of the brand based on their interactions with the
employees, franchise and brand owner is derived. Only those brands are considered to be
the strongest ones with which the consumers become attached and spread the word about
the brand. In order to enhance a firm‟s economic performance, it is very important for
every firm to build a strong brand, at the same time a negative brand association of the
parent brand is likely to put a new brand into big trouble or even lead to its failure. To
summarize, brand is an asset to be carefully managed in order to make sure that it does
not depreciate in value, or in the worst case, be transformed into a liability.

15
 MAJOR FACTORS INFLUENCING BUYING BEHAVIOUR:

Consumer behaviour is largely social in nature. The behaviour of the consumer is

characterized by demographic and behavioural variables which are the determinants of
estimation of consumer wants and expectations from a product. The buying behaviour of
a person is not only dependent on personal likes or dislikes, but is also based on the
influences from the group the consumer has around, the group which comprises of the
family, friends, reference groups and the society. A consumer plays the role of a user, a
payer and a buyer and because the consumer‟s buying behaviour is influenced by the
internal as well as the external factors, it becomes very difficult to predict the behaviour.
Internal factors constitute conditions such as demographics, lifestyle, personality,
motivation, knowledge, attitude, beliefs and feelings. Psychological factors include
individual motivation, perception, attitude and belief whereas personal factors include
income level, personality, age, occupation and lifestyle. The external factors comprise of
culture, subculture, family, peer group, friends, reference groups, lifestyle and the past
experiences of the customer. The degree of impact of one factor over the other may vary
but these factors help a consumer make a decision of purchasing one product over the
other. Factors influencing buying behaviour are not just the internal factors but internal
factors also play a vital role in this.

Fig- 1.1: Figure Showing the Major Factors Influencing the Consumer Buying
Behaviour

Major factors influencing consumer buying

behaviour

Extrinsic factors Intrinsic factors

1. Product and company 1. Cognition

characteristics 2. Perception
2. Reference group 3. Motivation
3. Situational factors 4. Personality
4. Lifestyle 5. Beliefs and attitude
5. Role and status 6. Learning
6. Culture and sub culture

16
1.8 EXTRINSICFACTORS:

External factors, as the name suggests, are factors that are beyond control of the
consumers themselves, these factors are prevalent in the consumer decision making
process but consumer does not have much of an option to change these factors, these
factors can be a major reason behind the channel switching behaviour of the consumer.

1.8.1 CHARACTERISTICS OF THE PRODUCT:

The decision to buy or retain the product in future is based on the characteristics of the
products for any company. While choosing a product, the foremost thing which a
consumer seeks is the product feature, quality, performance, brand image and product
services but now with the changing scenario, after sales service has also become a very
important factor.

 PRODUCT FEATURES:

Every consumer has a clear picture in his mind as to what he wants to buy and what
features the product should possess to satisfy his demand, thanks to wide exposure to
media, internet and communication networks built up around. It is very important for the
manufacturers to focus on the consumer demands and the product features that they are
looking for. Due to limitless options available in the market, consumer can easily shift
from one brand to another to get the best possible product.

 QUALITY:

While buying an electronic product, a consumer seeks ISI mark, for the food items they
check the Agmark and for the jewelry they have hallmark as the yardstick of checking the
quality mark of the product. These are just some examples of the quality standards that a
consumer is aware and is looking for in the product while shopping for it, so absence of
quality in a product deters him from buying a particular product. Brands must ensure
providing quality products to consumers.

 PRICE:

The cut throat competition prevailing in the market makes sure that no manufacturer can
charge higher price for the same quality or product features being offered by their
competitors in the market. Most consumers are happy in shelling some extra money for
better quality or better features on offer, but at the same time, no one can be fool a
consumer. Consumers now want the best featured products with best quality, not at the
nominal price but at the best price possible.

17
 BRAND IMAGE:

Individuals construct identity, express themselves and then a meaning is created through
the interaction with the concerned brands. Heightened awareness of consumers and
employees‟ roles in „co-creating‟ brand value, and „co-producing‟ products, services, and
brands via active engagement with brands in brand communities, on websites, and in
social interaction has led to branding.

 AFTER SALES SERVICE:

The term “service” was earlier used just to define the service given to the clients visiting a
showroom, the way they were dealt with, how they were treated and the way they were
given attention and help while deciding the purchase of a product. But now it has also
reached a far reaching end, which further includes the “after sales services” given to the
clients. After sales service refers to the treatment of customers after the sale is made.

 PRODUCT PERFORMANCE:

The next most important aspect in a product is the performance given by the product, the
brand name or the price offered or the after sale service given at even the best rate is of no
use until and unless the product performs well. The final answer to whether the company
will be able to retain the customer or not is dependent on the satisfaction level he has
received from the product itself.

Fig- 1.2: Figure Showing the Categorization of Characteristics Influencing

Consumer

Characteristics influencing consumer behaviour

Product Company Consumer

Characteristics Characteristics Characteristics
1. Product features 1. Company‟s image 1. Cultural
2. Quality
and reputation 2. Social
3. Price
4. Image 2. Company‟s policies 3. Personal
5. After sales service 3. Promotional efforts 4. Psychological
6. Performance of the of the company
product

18
 CHARACTERISTICS OF THE COMPANY:

Other important external factors include the characteristics of a company:

 COMPANY’S IMAGE AND REPUTATION:

The image and the reputation that a company enjoys, play a vital role in its market share
and the consumer response. It is believed that the better is the company‟s image and
reputation in the market, better market share and profits will be there. There is a kind of
circle – where better the product quality, performance and features, more the profits and
market share of the company and finally better reputation and image the company will
enjoy.

 COMPANY POLICIES:

It has been found that few companies have a policy of return or exchange of goods if the
goods go wrong during the warranty period of the product whereas some companies
believe in “being out” of the picture once the product has been sold. Companies that care
for and treat the consumers properly get good response and earn better profits.

 PROMOTIONAL EFFORTS:

The vast exposure given by the various media platforms available these days, including
advertisement through radio, television, internet, facebook, online shopping portals and
the promotional options given to consumers to lure them to buy our product has always
been a success in any concern. Promotional efforts like „free gifts‟, „buy one, get one free‟
or discounts are all a big draw in attracting consumers.

 CHARACTERISTICS OF THE CONSUMERS:

Consumer is the main focus of any marketer. The whole market, all plans and policies of
marketers revolve around consumers. But every individual is different, having different
traits and cognition; this makes it very important to study and to know consumer
behaviour.

 PSYCHOLOGICAL FACTORS:

Psychological factors of consumers include the perception, attitude and personality; these
are the main determinants of buying behaviour. These factors are not too influenced by
external environment and vary from person to person. Detailed description of each of
these factors is given later in this chapter.

19
 CONSUMER CONGNITION:

Cognition is a wider umbrella of what a consumer perceives or thinks or behaves towards

a particular brand or a product. It comprises of the role of various intrinsic factors which
help in the development of a mindset of a consumer. Cognition of a consumer is not
easily influenced by the external factors.

1.8.2 CULTURAL FACTORS:

A set of learned beliefs, values, attitude, habits and behaviour that are shared by the
society and are transferred from generation to generation is known as culture. Culture is
maintained by society‟s transmission of customs followed and moves through the process
of accumulation and socialization. Culture is the fundamental determinant of a person‟s
wants and behaviour. These processes are similar to those employed by small groups in
ensuring normative behaviour of members, how an individual act towards others, what is
important, what they wear, eat and otherwise buy and consume are greatly influenced by
the culture which they belong to. Cultural behaviour is dynamic in nature. Cultural factors
include a set of basic values, perceptions, wants and behaviours that are inherited by
individuals from their families and other important social institutions. Cultural factors
have the strongest influence on the consumer buying behaviour. Culture is the most basic
source of a consumer‟s wants and desires. It is mostly a learned behaviour constructed by
the society a consumer grows up in; it varies from place to place or area to area. For
example: children in Asian countries learn values such as social harmony, concern with
social and economic well being whereas in case of American countries, a child lives
independently at a younger age which makes them more self centered, liberal, democratic
with freedom to live.

Culture also has an influence on what people wear, what they eat, how they behave and
their likings are also influenced by culture. Culture has a huge influence on buying and
usage behaviour of products and services, the extent of their satisfaction from such
products is also influenced by it. Cultural shift toward greater concern for health and
fitness is leading to introduction of health and fitness services, exercise equipment,
clothing and a variety of health-and-fitness related foods and drinks. Culture is considered
to be the broadest environmental factor influencing the consumer behaviour. It has an
automatic and almost an invisible but a very strong impact on the buying behaviour of the
consumer. Culture operates primarily by setting loose boundaries for every individual in

20
the society by influencing the functions of an individual and the family as a whole. The
boundaries so set by culture are known as norms, which are further derived from cultural
values and are also known to be the rules permitting or prohibiting the behaviours of the
consumers in certain specific situations. Culture is a mirror of both the values and
possessions of the society and its members. It is not a rigid or a static term, but it evolves
and changes slowly over time.

Figure- 1.3: Figure Showing the Factors Influencing the Consumer’s Purchase
Behaviour

Psychological Personal Factors

Factors
1. Demographic
1. Motivation Factors Demographic
2. Perception 2. Lifestyle factors
3. Learning 3. Situational
4. Belief and factors 1. Age
Attitude 2. Occupation
5. Personality
3. Economic
6. Cognition Consumer situation
behaviour 4. Education
5. Gender
6. Income
Cultural factors Social factors
7. Marital
1. Culture 1. Family status
2. Subculture 2. Reference
3. Social classes group
3. Roles and
status
Source: Kotler (1994) pp 173-197

Thus it is very important for any marketer to know the culture of the area or the region
their product will be targeting in order to frame a good marketing strategy. Culture
influences what people wear, what and how they eat and thus their likings or disliking are
also dependent on these factors. For example: females from southern India prefer
wearing sarees in daily routine as it is a part of their culture whereas females in other
areas are used wearing sarees only occasionally. The emergence of corporate work
culture amongst women has generated demand for automatic washing machines, crèches,
and has, to some extent, also increased the level of spending amongst such consumers due
to more income in their hands. Thus, culture consists of traditional ideas and in particular

21
the values, which are attached to these ideas. It includes knowledge, belief, art, morale,
law, customs and all other habits acquired by man as a member of society. Much of the
behaviour of an individual is determined by the culture and cultural influences. Culture is
the combination of beliefs and values having accumulated feelings and priorities that
individuals have about things and possessions. Cultural beliefs and values can, therefore,
be said to be mental images that affect a wide range of specific attitudes, which in turn
influence the way a person is likely to behave in a specific situation e.g. purchasing a new
clothes; the evaluation, choosing among alternatives and finally paying for a particular
type of clothes, is largely a function of core cultural beliefs and values because core
beliefs and values in a society have high degree of persistence, they shape and color more
specific attitudes and behaviours found in everyday life. Kotler (2000)30.A growing child
acquires a set of values, perceptions, preferences and behaviours through their family and
other key institutions. For instance a child grown up in America, has values such as
achievement, success, efficiency, progress, individualism and freedom while a child
grown up in a traditional family in India will be given values like respect for elders,
honesty and integrity, hard-work, achievement, sacrifice and humanitarianism.

 SUB- CULTURE:

Each culture consists of smaller subcultures that provide more specific identification and
socialization for their members. Subcultures include nationalities, religions, racial groups
and geographical regions. When subculture grows large and effluent enough, companies
often design specialized marketing programs to serve them. The members of a subculture
tend to adhere to many of the cultural mores of the larger society, yet they also profess
beliefs, values and customs which set them apart. Every cultural group has numerous
smaller groups of subcultures that provide more specific identification and socialization
for its members. Subcultures are groups of people that have a set of shared values based
on common life experiences and situations. Subculture includes different nationalities,
religions, racial groups, and geographic regions. Many of these subcultural groups make
up important customer segments. In the words of Kotler (2000)30, culture can be
acquired from the region or from all that is surrounding the individual while an individual
grows and learns the ways of the world. Culture forms the boundary within which an
individual thinks and acts. An individual is known to be adopting a cross cultural
behaviour if the individual thinks and acts beyond these boundaries. Each subculture
represents specific culture preferences and taboos. Sub cultures exist within a given

22
dominant culture. Culture is viewed as consisting of basic patterns of behaviour that exist
within a society at national level. Within this broad culture, there exists a subculture
which includes beliefs, values, customs, and traditions that set them apart. Subculture is
based on religion, region, ethnic groups, language, age, gender, and many such aspects.
Subcultures show significant preference for a particular type of diet, clothing, ceremonies,
etc. For example: Punjabi people are fond of living a rich life in terms of their eating
habits, lifestyle and aggressive working. Working women do not shop frequently and do
not spend time in shopping and are much more brand and store loyal than any other
category of women. They are more likely to go shopping after office hours in the evening.
Also, the owners of huge property, having good purchasing power are seen buying more
of luxury brand products and are more brand conscious than others. Subcultures exist
within a culture. Within the homogenous ambit of culture comes subculture, which is
further different from one individual to another. Each subculture has its own distinct
values, beliefs, customs and traditions that segregate them from the other individuals of
the same culture. Subcultures may be based on religion, region, ethnic groups, language,
age, gender, and many other differences. Subcultures have significant preference for a
particular diet, clothing, ceremonies etc. Sometimes, subcultures also occur due to
climatic conditions, available resources, language and social and cultural events. For
example: south Indians prefer drinking coffee while people from northern sectors prefer
tea. Furthermore, the subculture can be understood on the basis of religion, festivals, food
habits, customs etc.

1.8.3 SOCIAL CLASS:

Every society stratifies its members into social classes according to their values to the
society. Social classes help in predicting consumer behaviour based on what fits into the
society and how consumers feel about a particular brand or product. Social class of an
individual is based on the factors like income, education, occupation and ethnic groups.
According to Richard and Husen (2000)31 and other consumer behaviour theorists, “social
class is often indicative of the types and quality of products the individual will purchase.”

The social class has several characteristics:

i. Individuals within each social class tend to behave alike than those from two
different social classes.
ii. Persons are perceived as occupying inferior or superior positions according to
their social class.

23
 iii. The social class of a person is indicated by a number of variables, such as
occupation, income, wealth, education, and value orientation.
iv. The Extent of this mobility varies according to the rigidity of social stratification
in a given society.

Social classes have several characteristics. First those within each class tend to behave
more alike than persons from different social classes. Social classes differ in dress, speech
patterns, recreational preferences and many other characteristics. Secondly, persons are
perceived as occupying inferior or superior positions according to social classes. Thirdly,
the social class consists of a number of variables like occupation, income, education and
value orientation. Lastly, the individual‟s status may go high or low during his lifetime, it
won‟t stay at the same position as earlier. Social classes show distinct product and brand
preferences in many areas including clothing, home furnishings, leisure activities and
automobiles. Even within a media category such as television, upper class consumers tend
to prefer news and drama whereas lower class consumers have a tendency towards soap
operas and sports programs. There are also language differences among the social classes.
Advertising copy and dialogue must ring true to the targeted classes. The social class, to
which a consumer belongs, has a major influence on his buying behaviour. Sometimes, a
consumer is not keen to buy a particular type or brand of product, but will still purchase
the same in view of the social class to which he belongs. A social class is created by
occupation, education, income, wealth, ethnic group and possessions. The consumer can
be categorized on the basis of his class as upper middle class, middle class and lower
middle class. The upper middle class is more into shopping and tends to spend more on
the branded or even luxury branded products whereas the lower middle class tends to
shop less for luxurious items and does not engage much in pre-purchase information
gathering. Thus, it is the social class that helps in the determination of type, quantity and
quality of products that a person would buy. The social status of an individual is decided
by various factors, some decide their social status on the basis of their income or the
status or job position they hold or some even on the basis of their reputation in market.
Sometimes an individual is forced to buy a certain product or to make some purchase
behaviour not because he wants to do so but because of the social status enjoyed by him.
For example a person buying a particular brand just to maintain his social status even
though he personally dislikes or is dissatisfied with a brand. The societal norms have
created classes in the society based on the level of income of the individual or the family.

24
Lower class, middle class, upper class; now upper middle class has also been added to
this menagerie. The class also effects prestige enjoyed by the individual. Social class
basically means the societal rank which is based on the demographic variables that others
in the society aspire for and hold in high esteem. The class of an individual makes a lot of
difference in his/her consumption pattern. The individual belonging to upper class tends
to spend more on branded products to maintain his position in the society, whereas an
individual from a middle class family cannot afford to spend his hard earned limited
income in buying branded products. There are few determinants of the social class as a
whole, such as, authority over others, political, economic or religious power, ownership
of property and other assets, income, occupation, rank or position at workplace,
education, ancestry and lifestyle. Due to involvement of such factors, consumers buy
products not only for usage but for social image based on the purchase and possession of
such products. Buying an expensive car, wearing expensive clothes helps individuals of
high income group maintain their status in the society. The purchases so made by the
consumers are the „symbols‟ that tell others who they are and what their social class is.
Thus possessions of the individuals make a statement about where they stand financially
and to which class they belong. Their possessions speak for them.

 ROLES AND SOCIAL STATUS:

Groups often are an important source of information and help to define norms for
behaviour. A person‟s position in each group to each group he/she belongs can easily be
defined in terms of roles and status. A role consists of the activities a person is expected
to perform. Each role carries status. E.g.: the status of a CEO of a company has more
status than a sales manager and sales manager has more status than a office clerk or a
peon. People choose products that reflect and communicate their roles and actual desired
status in the society. Marketer must also be aware of the status symbol potential of the
products and brands. Based on the level of income earned by each individual, the society
is divided into different classes. Social status is usually defined in terms of one or more of
the following socioeconomic variables: –

 FAMILY INCOME:

Income determines the ability of the consumers to participate in market exchange and is
the basic variable of the segment. The income of the family is one of the major factors in
determining the purchase behaviour of the consumer. Sometimes, the individuals earning

25
same amount of income may have different tastes and preferences for a brand due to the
influence of various other factors such as lifestyle, attitude and values. For example:
nirma washing powder was launched as the lowest price detergent brand in India
primarily targeted on the middle income segment in the market. As a brand, Nirma has
maintained its middle class focus and “value for money” proposition. Markets for many
consumer products in South Asia are showing rapid growth due to low unit price
packaging specifically targeted on consumers for whom affordability is a major criterion
of product and brand choice. Shampoos, hair oils, creams are available in small sachets
for one time consumption and have become quite popular in countries like India,
Bangladesh, Pakistan as these help in overcoming income constraint of consumes and
encouraging trails of newly launched products in the market. Low unit price through
appropriate packaging is one of the ways to reach a large mass of consumers who
otherwise may not be able to participate in the market exchange due to the high price of
the products so involved. Also, it is clear from the market scenario these days that higher
is the income, more is the inclination of the consumers towards expensive and luxury
brands. These days the private companies are giving a reasonably good amount of
packages to the consumers for their hard work and such consumers do not give a second
thought in spending some extra money on hefty brands available. Also in these times of
independence, the spouses of the family are also working which adds to an extra source of
income to the family.

 OCCUPATIONAL STATUS:

The occupation of the consumer is the sub part of the family income and the family
income is determined by the occupation of the person and the position held by him. A
beurocrat in a government office has an entire different lifestyle and taste towards
purchasing the same product being purchased by a normal official in the same office.

 EDUCATIONAL ATTAINMENT:

The qualification attained by a person not only helps a person in deciding which product
or brand should be purchased by him, but also it helps in attaining all the information
regarding the brands available in the market. A well educated consumer will have better
knowledge about the product or the brand substitutes available and some better price
options if so available. An illiterate or an ignorant consumer can easily be fooled around
as he can be found wasting his money on a worthless brand.

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1.8.4 ROLE OF FAMILY:

The most basic group to which any individual belongs to is the family and the family
members constitute the most influential part of one‟s reference groups. The family
consists of parents and siblings. An orientation towards religion, politics or economics
and personal ambition is developed from one‟s parents. Even when a consumer is not
interacting with one‟s parents, the influence is quite substantial. Spouses and children
have more direct influence on one‟s buying behaviour. Family members influence buying
decisions. The influence of grandparents on lifestyle and major purchase decisions of
their younger generations is diminishing, Gupta (2001)33.The decisions for purchasing a
product are usually made by not only a single person but a group of persons in a family.
For example the decision for the furnishing of home is taken by husband and wife
together which makes it important for the marketers to advertise their product in such a
manner that both are targeted at the same time. For example, advertisement showing wife
buying furniture with husband‟s approval. The family is the main face to face interaction
that influences the individuals personality characteristics, attitudes and values in the
decision process. Mainly one member in the family acts as the purchasing agent of the
family but he may or may not be the decision maker. The decision to buy or not to buy is
often found to be the result of complex social interactions amongst members of the
family. In India, consumer behaviour is determined by behaviour of the family to which
they belong. An individual may have several roles and sets of expectations placed on
her/his behaviour. A consumer can be a son, husband, father, employee, friend, teacher,
or a professional at the same time. These different roles also play a major role in
influencing a consumer‟s buying behaviour. Every individual has a position in one‟s own
family, group, organization etc. The role of a person in the family defines the set of
functions and activities that an individual is supposed to perform. An individual has
various roles to be played, being the son, husband, father, employee, friend, teacher or a
club member. The various roles played by him influence his buying behaviour. Members
of the buyer‟s family have a strong influence on the buyer‟s behaviour. The family
orientation consists of the parents of the buyer. An individual acquires an orientation
towards religion, politics, economics and a sense of personal ambitions from one‟s
parents. The like or dislike towards a particular brand or product is determined by tastes
and preferences developed from the family of the individual. In a family where children
live with parents, the influence on the subconscious behaviour of the buyer can be

27
significant and substantial. In case of purchase of branded and expensive products, it is
joint decision of husband and wife. A customer‟s want has to be identified and his
expectations form a product or a brand must be matched with the other economic and
social factors, so that he is receptive to the product. For example the father of a child will
prefer buying a brand of his child‟s liking and something which suits his pocket at the
same time whereas same individual while acting as a husband has to fulfill the demand by
his wife without giving much importance to the price attached to it. In case the spouse of
the decision maker is also working, he may take up various roles starting from gathering
information about different brands, the decider and finally the actual buyer. Thus the
marketers will have to tailor their marketing strategy to the consumers and develop a
marketing mix to take care of the needs of the target market. Although in case of the
consumer durables, the decision of brand may be taken by main wage earner but in taking
decision about other products female members of family take the lead. For example, the
parents want to balance the budget with their needs and demands but children want to buy
something. This can lead to less purchase as parents usually take the buying decisions.
Such a situation may have a bearing on an individual‟s buying behaviour. Family includes
Parents, Siblings, Spouse, Grandparents, and Relatives (Cousins/Aunts and Uncles etc.).
Some family members are information holders or information gatherers who play the role
of seeking out information about the relevant products. These individuals have a powerful
and strong influence on the purchase decisions because the information may be
selectively passed on even as the influencers do not have ultimate power to choose
between alternatives. The decision maker has the power to determine issues such as
whether to buy or not, which product to buy, which brand to buy, from where to buy and
when to buy.

However the role of the decision maker is different from that of the purchaser.

a) The decision maker may specify what kind of product to buy, but not which
brand;
b) The purchaser may have to make a substitution if the desired brand is not in stock;
c) The purchaser may disregard instructions (by error or deliberately).

d) Figure- 1.4: Figure Showing Different Types of Buyers

Initiator Gatekeeper Influencer Decision maker User

Buyer (Consumption
(Need (Information (Evaluation of (Decision to
(Purchase) and evaluation)
recognition) search) alternatives) buy)

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A female from an orthodox background would favour suits, sarees rather than western or
short outfits. Also a husband is mainly found to be accompanied by his partner or spouse
while making a purchase decision; they are usually discussing and jointly deciding about
the product to buy. Whereas young bachelors are more inclined towards their friend‟s
opinions and their purchase behaviour is highly influenced by them. A working
unmarried girl will have entirely different demand of products than a housewife. Children
influence the shopping by their parents and spends jubilantly on toys, candies, icecreams,
chocolates and sweets once he has youngster‟s reception. Youngsters within the family
prompt their folks to purchase movie Channel, Cartoon network etc.

 SOCIAL AND PERSONAL GROUPS:

The groups which have direct or indirect attitudes or behaviour of a person are known as
reference group. It is a group of people with whom an individual identifies oneself and to
the extent which that person assumes values, attitudes or behaviour of the group
members. Reference group includes the friends, colleagues or any person of a group
having positive or negative influence on one‟s attitude and behaviour. Group Members
have direct influence on individuals. Some of these are primary groups with whom the
person interacts fairly continuously and informally such as family, friends, neighbours
and co-workers. Secondary groups are the groups which include religious, professional
and trade union groups which are more formal and do not have continuous interaction.
Reference group exposes an individual to new lifestyles, behaviours and create pressures
for conformity which affects the brand preferences and product choice. People get
influenced by the groups to which they belong, as well as by groups to which they don‟t
belong. Aspirational groups are those that a person hopes to join; dissociative groups are
those whose values or behaviour an individual rejects. The degree to which the reference
group will influence the buyer‟s behaviour of may vary from person to person. Also, the
susceptibility to reference group influence and the strength of the level of involvement of
the consumer with the group also influences their purchase decision. In every reference
group, there exists an opinion leader, the one who offers his advice informally or provides
information about a specific product such as which brand would be the best and how to
use a particular product. Opinion leaders are often highly confident, socially active and
involved with the category. The buying behaviour of the consumer is strongly influenced
by many groups. The reference group directly or indirectly influences consumer‟s
attitudes and behaviour. A reference group is one that an individual belongs to. An
individual's reference group can have a huge impact on his behaviour as a consumer.

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There exists a significant influence of the reference groups or the society with which an
individual identifies himself and accepts their standards of behaviour on the consumer
behaviour. There also exists a civic group in the society, in which an individual does not
have membership but wants to be identified with it. Consumers may change their
behaviour to be more in line with the action and beliefs of group members. If majority of
the reference groups are behaving a certain way, this individual wants to behave that way
as well. For example if most of the individuals in a peer group own a certain brand of a
product, the other individual in the group is likely to have the same brand. Whereas group
has a direct influence on a person it is called membership group. These are the groups to
which the person belongs and interacts with, fairly regularly such as family, friends,
neighbors and co workers. Such groups are known as the primary groups. Whereas
secondary groups are those that tend to be formal with less interaction - such as religious
organizations, professional associations and trade unions etc. though there is less amount
of interaction with these groups they have a major influence on the consumer buying
behaviour. Reference group includes family, friends, work groups, club memberships,
school or college related group or the peer group etc. Reference group plays a major role
in the entire spectrum of consumer behaviour and acts as a primary agent of consumer
socialization and learning. Reference group is influential enough to induce both socially
acceptable and unacceptable consumer behaviour. For example group influence
sometimes effects excessive consumption of alcohol, use of harmful and addictive drugs,
shoplifting etc. An individual can be a part of multiple reference groups at the same time,
i.e. family, friends, workplace group etc. The purchase behaviour of individual is highly
influenced by the reference group to which he belongs. From the perspective of marketers
also it is very important to know which groups the potential buyers belong to. Based on
this, strategies for the products can be made. The degree of influence of the group
depends upon an individual‟s sense of identity, value systems, strength of involvement
with the group and tendency of accepting influence of reference groups. The choice of
product and even the choice of brand are highly and directly influenced by the reference
groups. Nearly the entire spectrum of consumer behaviour takes place within a group
setting which may comprise of friends, peer group members and colleagues or partners
etc. It may influence both purchase decisions as well as brand choices. Reference groups
are similar to opinion leaders in that they can have a profound influence
on consumer behaviour. For example brands like Firstcry, ThumsUp use teenage icons as
brand ambassadors, particularly by getting celebrities for in-store promotions.

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1.8.5 LIFESTYLE:

The pattern of living expressed in activities, interests and opinions is known as lifestyle. It
portrays the “whole person” interacting with his environment. Marketers search
relationships between their products and lifestyle groups. Lifestyle covers the aspect of
how people live and how activities undertaken by them are influenced by lifestyle they
opt for. The manner in which a consumer spends his time, views on issues and their
interests and opinions is also part of lifestyle. Consumers can be money constrained or
time constrained. Lower cost products and services should be created in order to target
money such consumers. By appealing to mass consumers, as Wallmart has been able to
do with their logo of “everyday low prices”, it is possible for the concerned brand to
trigger sales across the world. Though people determine their own lifestyles, the pattern is
also influenced by demographic factors and personality. Lifestyle is the indicator of how
people live and behave on the basis of their activities, interests and opinions. It defines
the manner in which a person spends his time, the importance of things in his
surroundings, their beliefs and habits. To a large extent the lifestyle of an individual is
determined by her/his demographic profile. Besides lifestyle, consumer buying behaviour
is also influenced by core values, their belief system that underlies attitudes and
behaviours. The choice and desire of people over the long term is determined at a basic
level with the help of core values which is a belief system that underlie attitudes and
behaviour of the consumers. If the consumers are targeted on the basis of their value,
belief, which is in their inner self, it becomes easier for the marketer to influence their
purchase behaviour too. Market segmentation is also done keeping in view the lifestyle
pattern of consumers. Brand preference, media habits, product needs, shopping and
spending habits, all are determined by lifestyles. For example, a housewife will be more
focused on savings rather than spending lavishly on big or luxury brands. For instance;
54% of India‟s population that is under 30 years of age, approximately 16 million or 3%
are high earning targets of youth lifestyle brands connoting high status and affluent
lifestyle33. The next generation in India spends money on their personal clothing,
accessories, food, entertainment, domestic and international exotic holidays and consumer
durables. The most sought after status symbols among the youngsters these days are
luxury cars and fancy motorbikes, most of them work in IT sector. Harley Davidson has
set its sight on the Indian markets and Levi Strauss India Private Limited, a subsidiary of
the US based clothing giant regards India as one of the fastest growing markets for Levi‟s
in the world34.

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1.8.6 SITUATIONAL FACTORS:

The type of behaviour shown by a consumer in some particular situations is also a very
important aspect to be covered. The influence of situation can totally change the buying
behaviour of the person. These are not the permanent situations but temporary ones, but
still can help a marketer see how a person behaves or reacts in a particular situation.
Purchase occasions can also be related to certain situations such as birth, marriage,
festival, Valentine‟s Day etc. The purchase situation affects the decision of a consumer
about the product selected by him/her. This includes temporary conditions or settings that
occur in the environment at a specific time or place. A situation is a set of factors outside
of and removed from the relatively stable or permanent attributes of the individual
consumer. As per Belk (1988)35, situational influence refers to those factors related to a
particular time and place. Store atmosphere and the above stated factors play a major role
in influencing the customers‟ mood and their willingness to visit or revisit the store. The
presence of these factors, encourage satisfaction and enhances repeat visits and loyalty
towards the store. The presence of these factors is important in influencing unplanned
purchases. The manner in which goods are displayed, the manner in which sales
personnel attend a customer and the promotional effort play a major role in the purchase
pattern of the consumer. After sales service and the service atmosphere also influences
the consumption behaviour. Physical characteristics and the feelings are important in
creating hedonic motives. Thus the tangible factors are more important than intangible
features. For example: people wear different outfits at home and outside. The availability
of time is a main consideration in deciding the purchase pattern.

THREE MAIN FACTORS PARTICULARLY INFLUENCE MARKETING

STRATEGY WITH REGARD TO PURCHASE SITUATION:

 IN-STORE ENVIRONMENT:

In store stimuli refers to the factors present in the store which includes the environment,
store decor, sounds, aroma, lighting, dress and behaviour of sales personnel; product
availability, shelf position, price deals, displays and physical space are important factors.
The quality of the store and its image is also judged by the consumers based on the store
atmosphere. A positive mood induced in the store enhances satisfaction of the consumer
with the store resulting in repeated visits and store loyalty. Such factors are particularly
important in influencing unplanned purchases.

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 SERVICE ATMOSPHERE:

This is again one of the important factors in predicting consumer‟s purchase behaviour.
The intangible services involved, like how a client is treated in the store or what facilities
are like credit facility or even a glass of water offered, can do wonders for any business.

 USAGE OR CONSUMPTION SITUATION:

The amount of time available for purchase has a significant effect on consumer decision
process. Generally, the less the time available, the shorter will be the information search
thus less than optimal purchase may be made. Being time pressed encourages brand
loyalty and is a mechanism for avoiding risk. Internet has brought a revolution in the
buying behaviour as the consumers are able to purchase a multiple product with just a
click of mouse and the varieties are also available with just a click of mouse, thus
reducing the amount of time spent by the youngsters specially in searching goods they
want to buy.

1.9 INTRINSIC FACTORS:

Intrinsic factors include the characteristics of the consumers such as the personality, attitude,
behaviour and the perception. These symbolize how internal behaviour of the consumer
affects his/her buying behaviour towards branded readymade garments. Psychological factors
are internal factors that induce the individual towards a particular decision and thus influence
her/his purchase behaviour. The major psychological factors are motives, earning, attitude
and personality. Psychological factors are internal to an individual and generate forces within,
that influence her/his purchase behaviour. The major factors include:

1.9.1 MOTIVATION:

The word “motivation” is a Latin word „movere” which means “to move”. It is a
psychological concept which mobilizes bodily energy and is directed towards selective
fashion towards goals. It is an inner urge that impels an individual to act or not to act in a
certain way. Every individual has many needs at any given time. Some are biogenic needs
which arise from the physiological states such as thirst or hunger or discomfort caused
due to that. Other needs are psychogenic; they arise from psychological states of tension
such as the need for recognition, esteem or belonging. When a need arises to a sufficient
level of intensity to drive an individual to act is known as a motive. A motive is an
internal force that orients a person‟s activities towards achievement of a goal. Motivation

33
has both directions- one selects goal over another and intensity- the vigor with which an
individual pursues the goal. It is very important for the marketers to understand and
identify motives to develop a good marketing strategy. It is also important for the
marketer to determine what level of hierarchy the consumers are from and what motivates
their purchases. It is the driving force within an individual which is produced by tension
caused due to unfulfilled needs, wants and desires. The strength of an individual‟s
motives may vary with occasions and time. For example a person‟s need for food would
be much higher and stronger after observing fast for a day. In the same manner, many
different motives influence the purchase behaviour of the person differently at different
times. An individual from middle income group will be motivated by several
characteristics while buying a car such as transportation, convenience, comfort, cost of
the car, social distinction and so on. This will have implications for auto manufacturing
companies offering cars to the consumers. Every person has different needs; the person
from low income group will have need more for the food, shelter and clothes rather than
luxurious items such as brands. Since basic needs of an individual from middle and high
income families are easily met, they are motivated to buy more branded products and
don‟t give much thought while spending lavishly on branded products. This will help
them in fulfill their needs for self esteem, prestige, affection, power and achievement.
Many of the needs of a person remain dormant for long periods and get aroused and
triggered by the psychological condition, emotional or thinking processes or due to
situational factors. The strength of an individual‟s motives may vary at different times
and occasions. These motives influence purchase behaviour to a great extent. Motives
may also be classified as utilitarian or hedonic. When the practical benefits are identified
with the attributes of the product which define product performance such as its economy
or durability are known as utilitarian needs. The emotional pleasure which a consumer
gets from the consumption of product or a service is known as hedonic motive. These
needs are more experiential because they are very closely associated with the
consumption process. Sometimes need of a product in the family becomes the motivation
factor to buy that product whereas sometimes just by seeing the ad of the product or the
word of mouth helps in motivating the consumer to buy and use a particular product.

1.9.2 PERCEPTION:

Perception is the process by which an individual selects, organizes and interprets stimuli
into a meaningful and coherent picture of the world. It is the process of selecting,

34
organizing and interpreting information inputs to produce meaning Cortese (2003)36.
Perception not only depends upon the physical stimuli buy on the relationship stimuli o he
surrounding field and on the conditions within. Information inputs are the sensations
received by seeing, taste, hearing, touch and smell. Product packages, brand names,
advertisement and commercials etc. are included in stimuli. Perception is an individual
process and depends on the internal factors such as individual‟s beliefs, experiences,
needs, moods and expectations. It is also influenced by the characteristics of stimuli such
as the size, color and intensity and the context in which it is seen or heard. Thus the outer
appearance of the product or the stimulus such as the brand name, package and the
advertisement is very important in influencing a consumer buying behaviour pattern. A
motivated person is ready to act. How he/she acts is influenced by his or her view of the
situation. Perceptions are more important than the reality because the perceptions
Marketers are interested in knowing the physiological responses of the consumers so as to
attract the consumer attention. Internal psychological factors include a consumer‟s
personality, needs, motives expectations and experiences. These factors explain as to why
people pay attention to some things while ignoring the others at the same time. It is also
not necessary that the same product will have the same stimuli for different individuals.
The reason for this is that consumers pay attention only to those stimuli that are relevant
to their needs or interests and filter out the „irrelevant‟ ones. The perception of an
individual depends on how this person organizes, categorizes and interprets information
given by product advertisement or the products itself. Furthermore, the interpretation by
the individual depends upon the clarity of the stimulus, past experiences, his/her motives
and interests at the time of perception. For instance, a person might consider a fast talking
salesman as aggressive or insincere, another as intelligent and helpful. The response of
each consumer will be different towards such agents. A half filled glass may be seen by
one individual as half filled while others may see it as half empty, though technically the
interpretations are the same but is perceived differently by the two people. Perception is
how “we see” things. People may be exposed to the same thing, but the expectations,
needs and background of the person impacts the way one sees things.

 CONSUMER PERCEPTION, THREE BASIC THINGS TO BE

UNDERSTOOD:

Firstly, the impact of background - background music, color etc- also creates an impact
on the consumer behaviour. Background is perceived to be carrying a message for the

35
object in foreground. The background is considered to be a continuous and indefinite
thing and is kept in a contrast to the outline as the consumers have the tendency of
developing background with the figure. For example if a consumer interprets white as
background, it shows the two faces facing each other while if a person interprets black as
the background color, the image that is visible is of a decorative wine glass. The way a
person interprets the picture is based on his perception.

Figure- 1.5: Figure Showing the Way a Person Interprets Based on his Perception

Source: consumer behaviour Gupta and Pal (2001)

Secondly, people tend to develop a perception of the image as a group rather than a
discrete bit of information. They tend to remember the object in totality not individually.

Thirdly, people tend to see an incomplete picture as full; they tend to fill the information
gap using their prior experiences with the product. This is why perceptions are more
important than reality in marketing as it is the perceptions that will affect consumers‟
actual behaviour. People can emerge with different perceptions of the same object
because of three perceptual processes:

 SELECTIVE ATTENTION:

Voluntary attention is something purposeful, whereas involuntary attention is grabbed by

someone or something. It is estimated that on an average a person may be exposed to 1500
advertisements or brand communications a day. But because we cannot possibly attend to
all of these, we screen most stimuli out –the process is called selective attention. It
basically means that marketers must work hard to attract consumer‟s attention and notice.

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 SELECTIVE DISTORTION:

Selective distortion is the tendency of an individual to interpret the information in a

manner that fits the preconceptions about a product or service. Consumers will often
distort information to be consistent with prior brand and product beliefs and expectations.
Russo et.al.,(1998)37. When different opinions are reported by different consumers about
the branded and unbranded versions of some identical products, it is believed that their
brand or product beliefs was created by whatever means on the basis of their past beliefs,
which may have been created by past experiences. Marketing activities for the brand may
have changed their product conceptions. For example when Coors changed its label from
“banquet beer” to “original draft”, consumers claimed that the tastes have changed even
though the formulation had not. Selective distortion can work for marketers with strong
brands when consumer distort neutral or ambiguous brand information to make it more
positive, like beer may seem to taste better, a car may seem to drive more smoothly, wait
in the bank line may seem to be shorter, depending upon the particular brands involved.

 SELECTIVE RETENTION:

Most of the human beings don‟t remember much of the information to which they are
exposed, but they retain information which supports their attitudes and beliefs. It is
because of selective retention that an individual is likely to remember good points about a
product they like and forget the good points of a competing product. Selective retention
also works to the advantage of marketers having strong brands. This also explains why
marketers need to use repetition- to make sure that their message is not overlooked. Thus,
perception is a filtering process wherein internal and external factors influence what is
received and how it is processed and finally interpreted.

Perception includes three distinct processes:

i. Sensation is the immediate, direct response of the sense organs (eyes, ears, nose,
mouth, and skin) to a stimulus such as brand name, package and advertisement and
so on.
ii. Information selection refers to paying attention to particular stimuli. Consumers
pay attention only to those stimuli that are relevant to their needs or interests and
filter out the irrelevant ones and ignore all others.
iii. Interpreting the information requires that the message being sent to the consumers
regarding the product should be interpreted by them in the same manner as

37
 communicated specially ambiguous ones that too in such a way that they serve to
fulfill personal needs, wishes and interests.

1.9.3 LEARNING:

Change induced in behaviour that arises from experience, is known as learning.Learning

theorists believe that learning is produced through the interplay of drives, stimuli, cues,
responses and reinforcement. Two popular approaches to learning are classical
conditioning and operant (instrumental) conditioning. A drive is a strong internal stimulus
impelling action. When, where and how a person responds is known as cues.For
example: a person buys HP computer, if the experience of that person is rewarding then
the response of that consumer and HP will be positively reinforced. The same consumer
may like to buy an HP printer, because HP makes good computers and would make good
printers also. In other words, the consumer generalizes their response to similar stimuli.
Discrimination means the consumer has learned to recognize differences in sets of similar
stimuli and adjust their responses accordingly. It is viewed as a relatively permanent
change in behaviour resulting from available information or experience. The learning
process can be categorized into two approaches:

a) Behavioural approach

b) Cognitive approach

The emphasis of behavioural learning is on external environment stimuli which are

responsible for eliciting the behaviour and minimize the importance of internal
psychological processes. It considers stimulus-response relationship as leading to learning
and cognitive learning based on the premise that learning also occurs as a result of mental
activity. Marketers attempt to develop favourable associations of consumer perceptions,
emotions and impressions for their products and services so as to get favourable reactions
for the same. For example, to create a favourable situation, marketers also tend to show
pleasant settings in their product or service advertisements by using humor, popular
music, good presentation or attractive personalities. This is so because if the consumers
have a positive outcome after buying the product, the chances of re using the product or
referring it to someone else are more but if the outcome received by the consumer is
unfavorable, the chances of re purchase of the same product are bleak. The emphasis of
behavioural learning is on external environmental perception of the customer, which is
responsible for the construction of purchase behaviour and minimizes the importance of

38
internal psychological processes. Behavioural learning considers stimulus-response
relationship as leading to learning, and cognitive learning is based on the premise that
learning also occurs as a result of mental activity. Positive outcome after purchase means
repeated purchase. When learning depends on inferences or interpretations, in case of
consumer experiences due to bad experience in past, more cognitive approaches are
preferred. People have a general tendency to attribute success to themselves and failure to
external causes; this is known as hedonic bias. It is more likely that the consumers will
blame the product than themselves which further puts a pressure on the marketers to
explicate product functions in a well designed packages and labels, websites or better
marketing strategies. As per learning theory, marketers can build demand for a product by
associating it with strong drives using motivation cues and providing positive
reinforcement. In order to enter into a new market, the same drives can be appealed by the
marketers as used by the competitors and by providing similar cues as the buyers are
more likely to transfer the loyalty to the similar brands i.e. generalization or the appeal
may be designed by the company to a different set of drives and offer strong cue
inducement to switch i.e. discrimination.

1.9.4 BELIEF AND ATTITUDES:

In the words of Schiffman and Kanuk (2004)38, in the context of consumer behaviour,
they say that “attitude is a learned predisposition to behave consistently in a favorable or
unfavorable manner for a given object.” Every consumer has specific belief and
perception towards different products. Kotleret.al. (2009)39 defines belief as “descriptive
thought that a person holds about something” and attitude as “a person‟s enduring
favorable or unfavorable cognitive evaluations, emotional feelings, and action tendencies
toward some object or idea”. In psychology, an attitude is an expression of favor or
disfavor toward a person, place, thing, or event (the attitude object). Prominent
psychologist Allport(1935)40 described attitude as "the most distinctive and indispensable
concept in contemporary social psychology." Attitude can be formed from a person's past
and present. Key topics in the study of attitudes include attitude measurement, attitude
change, consumer behaviour, and attitude-behaviour relationships as quoted by
Batraet.al.(2012)41. An attitude is an evaluation of an attitude, ranging from extremely
negative to extremely positive. Most contemporary perspectives on attitudes also permit
that people can also be conflicted or ambivalent toward an object by simultaneously
holding both positive and negative attitudes toward the same object, Wood

39
(2000)42.Eaglyett.al.(1998)43defines an attitude as "a psychological tendency that is
expressed by evaluating a particular entity with some degree of favor or disfavor. "As per
Ajzen (2001)44 “Though, it is sometimes common to define an attitude as affect toward an
object, whereas the effect (i.e., discrete emotions or overall arousal) is generally
understood to be distinct from attitude as a measure of favorability. Attitude may
influence the attention to attitude objects, the use of categories for encoding information
and the interpretation, judgment and recall of attitude-relevant information. These
influences tend to be more powerful for strong attitudes which are easily accessible and
based on an elaborate knowledge structure as per Vogel et.al.(2014)45.

 ATTITUDE FORMATION:

Attitude is learned and not unconsciously acquired depending upon the basis of their
needs and the environment they live in. Attitude is an ever changing phenomenon. Eg:
when a person gets a job, he might prefer wearing Tommy Hilfiger clothes as his informal
dress and peter England a his formal wear and when he gets married, he might acquire
attitude for a complete family car like swift and buy durables from Samsung. Attitudes
are not only for brands or products but it can be there for certain things like which school
we should send our children to, which membership of the clubs should we opt for.

Attitude formation can be divided into two broad categories:

 Sources of influence on attitude formation

 Impact of personality on attitude formation

There are four main sources of influence on attitudes i.e. information, exposure, group
membership and want satisfaction, i.e. exposure to information, group membership,
environment and want satisfaction. The cognitive component of attitude is built upon
many sources, i.e., the information collected from mass media, friends and other people
with whom the consumer has a communication. But at the same time the reliability of
information may vary for e.g.: an ad coming in a daily newspaper or a magazine is
considered to be more reliable as compared to the information from an obscure website or
anonymous hand. At the same time, a systematic change in the information can also lead
to the change in attitude of the consumer. There has to be a continuous and accurate flow
of information and the absence of either of them can create a void in the minds of the
consumers and may even fail to develop an attitude of the consumer. Group membership
also tends to influence the attitude of a consumer. Group membership includes the people

40
with whom the consumer interacts voluntarily or involuntarily. There can be primary
groups like family, friends and colleagues at work and reference groups with which a
consumer identifies himself and makes such group as his standard for self evaluation.
Group also includes membership group which can be the aspirant group for him or he
already is a member. People tend to be a part of a group which attracts them but it is not
necessary that they may absorb all the characteristics of that group. Thus it becomes very
difficult to develop a direct link between the behaviour of the group and he attitude of the
consumer. Primary group including family stores, household brand names and doctors are
the most significant and stable source of formation of attitude. Environmental influence is
another important factor of attitudinal formation. People working in a particular
atmosphere in the school, college or office for a prolonged time which adheres to certain
beliefs, the individual is also found to be showing tendencies to align themselves with
those beliefs even if they started with a different platform. Consumers‟ needs and
satisfaction is another important source of attitude formation.

Eg: Voltas, a leading name in refrigeration business has a tag line “yeh voltas refrigerator
hai janab, jo voltas mein hai wo dusro mein nahin” and by using this as their tagline, the
company tries to develop an attitude in the minds of the consumers to go for Voltas
brand. Having a refrigerator is the need for a consumer and the message conveyed by
Voltas is that it can truly satisfy the need of the consumer as it has the unique attributes
which other brands do not have. Sometimes, the need is purely egoistic where an attitude
is there to be noticed by being impressive.

 ATTITUDE CHANGE:

The attitude of a person which is influenced by external stimuli which comes from a
dynamic society is affected from development in the technology, globalization or
changing lifestyle. The factors responsible for the formation of attitude like persuasion
are important domain of research on change in attitude focusing on the response of
communication can change the attitude. Persuasiveness of a message can be affected by
experimental research includes:

 TARGET CHARACTERISTICS:

The process which refer to the person receiving and processes messages is known as
target characteristics. Intelligence is one of such traits which states that intelligent people
are more easily persuaded by one sided messages whereas the people with high self

41
esteem are not easily persuaded. Although it is sometimes thought that those higher in
self-esteem are less easily persuaded, there is some evidence that the relationship between
self-esteem and persuasibility is actually curvilinear, with people of moderate self-esteem
being more easily persuaded than both those of high and low self-esteem levels, Rhodes
and Woods, (1992)46.The frame of mind and mood of the target plays a major role in this
process.

 SOURCE CHARACTERISTICS:

Expertise, trustworthiness and interpersonal attraction or attractiveness are the major

source characteristics. The key variable of a perceived message is credibility; a person is
more persuaded form a health report and believes it more reliable and authentic if it
comes from a professional medical journal as compared to a report in from a popular
newspaper. Some psychologists have debated whether this is a long-lasting effect.
Hovland and Weiss (1960)47 found the effect of telling people that a message came from
a credible source disappeared after several weeks (the so-called "sleeper effect"). If
people are informed of the source of a message before hearing it is known as perceived
wisdom there is less likelihood of sleeper effect than if they are told a message rather
than when the source is told.

 MESSAGE CHARACTERISTICS:

The nature of the message plays a role in persuasion. Sometimes presenting both sides of
a story is useful to help change attitudes. When people are not motivated to process the
message, simply the number of arguments presented in a persuasive message will
influence attitude change, such that, a greater number of arguments will produce greater
attitude change.

 COGNITIVE ROUTES:

A message can appeal to an individual's cognitive evaluation to help change an attitude.

The individual is presented with the data motivation for the evaluation of the data and to
arrive at the conclusion of changing attitude. The individual is encouraged not to look at
the content but at the source in case of peripheral route to attitude change. This is
commonly seen in modern advertisements that feature celebrities. In some cases,
physician, doctors or experts are used. In other cases film stars are used for their
attractiveness.

42
1.9.5 PERSONALITY:

Personality describes the growth and development of an individual‟s psychological

system. It is an inherited characteristic and the interactions with environment and
moderated by situational conditions. Personality refers to a dynamic concept that
describes the growth and development of an individual‟s whole psychological system. In
simpler terms, personality is a set of distinguishing human psychological trait which leads
to relatively consistent and enduring responses of consumers to environmental stimuli
including buying behaviour. Every individual has different and distinct personality
characteristics that influence his/her buying behaviour. Self confidence, dominance,
autonomy, deference, sociability, defensiveness and adaptability are some of the
personality traits which every individual has. Personality can be a useful variable in
analyzing consumer brand choices. Personality helps in describing and differentiating
individuals. It is believed that personality of an individual is made up of inherited
characteristics of an individual and the interactions with the environment and moderated
by situational conditions. Thus personality is a combination of total outcome of an
individual‟s psychological makeup, beliefs, attitudes, habits and overall outlook. Some
marketers believe that socio-cultural factors are more important than the personality
factors. Different personalities of people differentiate their purchase patterns. Personality
is also dependent on many factors i.e. the lifestyle, income, occupation, family
background of the individual. Personality is one of the major determinants of the buying
behaviour of the consumer. The individual having dynamic personality prefers to change
the brand from time to time whereas a person having a stable personality will not prefer to
shift from one brand to another but would prefer sticking to the same brand and showing
his brand loyalty. The main idea behind the study of personality of an individual is that
the brands also have personalities and consumers are likely to choose the brands whose
personalities match with their own. The specific mix of human traits that can be attributed
to a particular brand is defined as brand personality. Consumers tend to choose brands
which have brand personality consistent with their own personality, which matches with
their ideal self concept, how one would like to view himself/herself or how one thinks
others should see him/her. These effects may also be more prohand, consumers are high
“self monitors” that is sensitive to how others see them-- are more likely to choose brands
whose personalities fit the consumption situation. To understand the personality of the
consumers, it is important to understand the process of formation and the factor

43
influencing the formation of personality. Personality is known to be the sum total of fixed
and dynamic components that people acquire genetically or environmentally. Personality
may be influenced by parents, environment in which a person is brought up and can be an
own individuality. See for example some colors associated with the certain personality
traits: Red: It is associated with excitement, passion and hot. Blue: Royalty, respect and
authority. Yellow: Warmth, playfulness but temporary. Children often used on children‟s
dresses fast food restaurant. In Mc Donald‟s logo is in yellow and red.

1.9.6 COGNITION:

A set of mental abilities and processes which are related to knowledge, attention,
memory, judgment, evaluation, reasoning, problem solving and decision making etc. is
known as cognition. Human cognition is conscious and unconscious, concrete or abstract,
as well as intuitive (like knowledge of a language) and conceptual (like a model of a
language). In the process of cognition, existing knowledge is used to generate new
knowledge. Cognition mainly encompasses the mental functions, processes, thoughts and
states of intelligent entities (humans, collaborative groups, human organizations, highly
autonomous machines, and artificial intelligences). In cognitive psychology and cognitive
engineering, cognition is typically assumed to be information processing in a participant‟s
or operator‟s mind or brain, Blomberg, (2011)48. The internal structures and processes
that are involved in the acquisition and use of knowledge --including sensation,
perception, attention, learning, memory, language, thinking and reasoning are known as
cognition. Interaction between knowledge driven processes and sensory processes and
controlled and automatic processes is described as cognition throughout life. There exists
a trade-off between the amount of retained surface information in the internal
representation of objects or events in case of bottom-up processing and the incorporated
meaning that is the top-down processing. The act of knowing or having knowledge and
interpreted in social or cultural sense in order to describe the development of knowledge
and concepts within a group which are culminated both in thought and action is known as
cognition. Cognition involves how the world is understood by a person and the way
he/she acts in. It is a set of mental abilities or processes that form a part of almost every
human action while we are awake. Cognitive abilities are brain based skills which a
person needs to carry out any task from the simplest to the most complex one. It involves
how an individual learns, remembers, solve a problem and pays attention rather than any
actual knowledge.

44
For example, there exists a perception (hearing a ringtone of a telephone) while
answering it, includes decision taking (answering or not), motor skills (lifting the
receiver), language skill (talking and understanding language), social skills (interpreting
the voice tone while interacting with other individual).49With age, there is a decline in
some of the cognitive abilities of individuals, especially executive functions and those
cognitive abilities which are not regularly used but this decline can be delayed with the
appropriate lifestyle options and practices. The process of acquiring and understanding
knowledge through our thoughts, experiences and senses is known as cognition.
Cognition and learning are interlinked, learning requires cognition and cognition involves
learning. Thus cognitive theory explains the procedure of how brain works to receive,
retain, retrieve the information taught to him by the market. Human behaviour is not
solely dependent on the basis of stimuli, based on response and reinforcement. Learning
is considered as a continuous intellectual activity wherein the consumers restructure
cognitions about a specific problem or a product on a continuous basis. This perpetual
restructuring, results in insight which is a distinctive characteristic of intellectual activity.
Deliberately or accidentally the knowledge of products and brands is obtained,
assimilated and retained in the memory like other experiences. At the time of need or
whenever appropriate event occurs, this stored information is recalled and this recalling
may lead to buying if the memory about the product is found to be positive. The most
complex part of this process is how current information will be added to the existing
knowledge about the brand or the product, it is not certain. There is a possibility that new
information may strengthen the attitude already formed or may even cause dissonance.

If the new information so collected contradicts the earlier stored information in the human
mind, the buyer will be compelled to seek further information in order to remove the
confusion so created. The buyer may also adhere entirely to the old learning and not react
to the new one or modify the old knowledge with new information in a positive manner.
No matter how does a consumer reacts, cognitive theory states that learning is not based
on repetitive trails but is a complex mental activity which involves collection and
processing of information, storing it in the memory, encoding, retention and finally
retrieval of information.

 COGNITIVE DISSONANCE:

Cognitive dissonance refers to the conflict in attitudes, behaviour or beliefs of a

consumer. Dissonance is a state of mental tension which might occur if the product

45
bought by the consumer falls below the level of expectation of consumer or the attributes
for which he bought the product for are lacking in the product. In such a case, if the price
of the product was higher, higher will be the level of displeasure or dissatisfaction. Thus
cognitive dissonance occurs when two or more conflicting attitudes or beliefs about one
product or service are held by an individual. It usually occurs after making purchase.
Products or services involving high level of commitment has a greater risk for dissonance
as compared to other products; for example homes, vehicles and luxury vacations etc.
Consumers may also experience dissonance prior to making a purchase. Thus the mental
process of knowing including awareness, perception, reasoning and judgment is known as
cognition.

1.9.7 BRIEF INTRODUCTION ABOUT THE CITIES TAKEN IN

CONSIDERATION FOR RESEARCH:

CHANDIGARH: Also known as “city beautiful” is a Union Territory situated in the

northern part of India. The city is the capital of Punjab and Haryana. Chandigarh being a
Union Territory is not part of any state and is ruled by the Union Government of India. As
far as per capita income is concerned, the city is at the top position in the list of Indian
States and Union Territories and thus known to be the “wealthiest town” of India. This
city has the twelfth largest deposit centre and is the tenth largest credit centre nationwide
as ranked by RBI.It is seat of three governments and is the major employer thus
constituting significant percentage of Chandigarh‟s population is either working for one
of these governments or have retired form government service. The main occupation of
the population is trade and business. Punjab and Haryana High court, Post Graduate
Institute of Medical Education and Research (PGIMER), IT Park and more than a
hundred government schools provide job opportunities to people. In 2015, a survey by
LG Electronics, ranked Chandigarh as the happiest city in India over the happiness
index.52 The metropolitan area of Chandigarh-Mohali-Panchkula collectively forms a Tri-
city, with a combined population of over 2 million.53 This is also the first smoke-free city
in India.54

MOHALI: Shahibzada Ajit Singh Nagar which means “House of Shahibzada Ajit Singh)
named after the eldest son of Guru Gobind Singh, formerly known as Mohali is located to
the West of Chandigarh is Head Quarters one of the twenty two districts of Punjab, a state
of North West India. It was formed in April 2006 and was created next to Pathankot
district falling in Ropar and Patiala district. It is a developing IT hub and has the major

46
International sporting venues including cricket stadium, hockey stadium and a newly built
golf course. More than 61% of the population follows Sikhism as religion with a literacy
rate of about 93.04%.55 Major IT companies like quark, Global Tech, Godrej and Philips
are the participants in this city.

PATIALA: Situated in the Southeastern part of Punjab is the fourth largest city in the
state and is the administrative capital of Patiala district. It is divided into three sub
divisions- Patiala, Rajpura and Nabha and is sub divided into five tehsils namely, Patiala,
Rajpura, Nabha, Samana and Pattran. It is the sixth most populated district of Punjab after
Amritsar, Ludhiana, Gurdaspur, Sangrur and Jalandhar as per 2010 census. Most of the
area is plain in the form of agricultural land making it an agricultural city but is fast
emerging as an important industrial growth centre. 65% of the population is rural and
only 35% population resides in urban area making it a rural district. The district
comprises of 55% of Sikh and 42% of Hindus who settled here as refugees after the
partition in 1947, thus making the two as the predominant communities, the remaining
being the Muslim, Christian, Jains and Buddhists.

AMRITSAR: Amritsar district is one of 22 districts in the state of Punjab in North India.
About 60% of the population was Sikhs before partition in 1947. As per the census of
2011, 77% of Sikhs and 21% Hindus reside in this district. Out of 22, it is the second
highest populated district of Punjab. The main commercial activities of Amritsar include
tourism, carpets and fabrics and farm produce, handicrafts, service trade and light
engineering.56 The city is rich in heritage and culture and has been chosen as one of the
heritage cities for HRIDAY - Heritage City Development and Augmentation Yojana
scheme of Government of India. 57

JALANDHAR: This city is situated in the northwestern state of Punjab. Jalandhar was
the capital of Punjab until the birth of Chandigarh in 1953. Jalandhar has seen rapid
urbanization and has developed into a highly industrialized centre for commercial activity
and has been ranked second in India in the rate of urbanisation and highest density of
population. It has more than one hundred major industries out of which 20,000 are small
scale industries with a major annual turnover estimate of over 450 crores. The literacy
rate is 85.46 per cent58. The predominant religion of this region is Sikhism. Goods like
glass and furniture is provided by this city to its neighboring cities and is also considered
a hub of sports goods manufacturing in international markets. The headquarters of major

47
newspapers of the region including Daily Ajit, Jagbani, Punjab Kesari, Dainik Jagran,
Hindustan Times, The Tribune, Dainik Bhaskar, Hind Samachar, etc. is located in this
city. 59

LUDHIANA: Ludhiana is one of the 22 districts of Punjab and is the hub of industry of
Punjab. It is the hub of bicycle parts and hosiery industries and is the biggest city of the
Punjab state. It is most centrally located falling in the Malwa region of Punjab. It offers
maximum employment across Punjab with a share of 19.1% as per the latest economic
survey. It is a major industrial centre of northern India, and was referred to as India's
Manchester by the BBC.60 It has been ranked as the best business environment in 2009
and 2013.61 It is considered the hub small scale industrial units including industrial goods,
machine parts, auto parts, household appliances, hosiery, apparel and garments.
Manufacturing more than 50 % of India‟s bicycle makes this city as the Asia‟s largest hub
for bicycles. 60 % of tractor parts and a large portion of auto and two wheeler parts are
produced in this city. Also, this city is the largest manufacturer of sewing machines, hand
tools and industrial equipments. Ludhiana is also a major supplier of woolen sweaters and
cotton T-shirts and are into the manufacturing of many parts used in cars like BMW and
Mercedes. It has a small but fast expanding IT sector.

To sum up, consumer behaviour is the most unpredictable and is dependent upon many
factors which influence it. Some may be extrinsic factors as taken in this research, i.e.,
Situational factors (including location, decor, music, ambience and hygiene of the store),
Reference Group (including friends, family, peer), Lifestyle, Product Features (including
quality, price, features, after sales services), Culture and Sub Culture and Social Class
(including role and status). The intrinsic factors includes Cognition, Perception, Beliefs
and attitude, Motivation, Learning and Personality. The influence of these factors is
studied in this research in six major cities of Punjab including Patiala, Jalandhar,
Ludhiana, Mohali, Amritsar and Chandigarh.

48
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52
This chapter explains the conceptual framework of the study and provides a brief
overview of the thesis, outlining the question to be studied, rationale for selecting the
topic and expected contribution to knowledge. This chapter also shows the relationship
between the previous studies done in context of consumer behaviour and decision
making. It concludes by discussing the research gaps so found in the previous researches
and studies so done.

Ward (1974)¹ The current research focused on the influence of reference group on the
consumer buying behaviour and it was analyzed and found that the reference group
influence on a consumer may be either strong or weak. It was categorized into the
following:

a) Strong product- Strong brand influence

b) Strong product - Weak brand influence
c) Weak product - Strong brand influence
d) Weak product - Weak brand influence

It was also found that when the concepts of public-private consumption and luxury-
necessity items is combined with the influence of reference group on the product and the
choice of brand decisions, eight relationships are created.

Park and Lessig (1977)²: Their research focused on the influence of reference groups on
consumer behaviour. A scale with 14 items was used which was further elaborated into
three sub components. Out of which, five statements measured the informational values;
four measured the utilitarian and other five value expressive influence. 20 products were
involved in the study; each of them was studied and evaluated by the respondents on a 4
point Likert scale in terms of all the statements. It was found that the value expressive
influence did not appear independently.

Moschis and Smith (1985)³: Their research introduced the concept of “consumer
socialization”. A conceptual framework and measurement models of socialization were
given by the author in this paper. Various factors responsible for the buying behaviour of
the consumers were studied. 197 propositions were given on consumer socialization were
given, out of which 14 were on the family influences, 19 propositions of peer influences,
37 of mass media, 14 propositions of effect of other socializing agents, 38 propositions
effected age and life cycle and 17 propositions on cultural factors along with a number of
other factor propositions. Aged people were found to be more into interaction with their

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peer groups, identifying and exhibiting a status structure within their group. Also,
environmental forces, motivation and other development factors also contributed to the
consumer buying behaviour.

Grimm et. al. (1999)4: Their research studied reference group as an important concept in
the consumer behaviour. Two underlying dimensions of the reference group influence
were examined namely - informational and normative components. It was found that the
conspicuousness of a product in the determination of consumers‟ susceptibility towards
reference group influences is dependent on the fact of affective or cognitive buying,
motives are arisen in their purchase decision or not. Normative social influence is
pronounced when affective buying motives are aroused for conspicuous products whereas
informational social influence was found to be dominant when the purchase motives are
cognitive in nature regardless of product conspicuousness.

Lascu and Zinkhan (1999)5: Their study revealed the role of reference group in the
consumer behaviour of people in Hungry. The study was conducted on the people of the
age group between 14-25 years. The study was made to examine the susceptibility of
influence of reference group with regard to psychological factors in the process of
decision making by consumers. Data was collected from 605 respondents using
questionnaire method and it was found that there existed a positive correlation and
influence in consumer conformity was found.

Lam (2001)6: This research constructed a conceptual framework integrating various

environmental factors which effect the purchase decision. The environmental effects on
the consumer behaviour were studied. It was found that these propositions had multiple
effects of individual environmental elements and factors and there exists a relation
amongst these factors. Also, the relation between environmental factor and store‟s
merchandise with consumer behaviour was found, the consumers showed a positive
correlation of consumer behaviour with store environment.

Foxman (2002)7: This research studied the influence of adolescents‟ in family decision
making in the context of consumer socialization. The role of adolescents in the family
decision making is largely influenced by family communication environment, the
personal resources of adolescents and the perceived knowledge and importance of the
products. The amount of influence of mothers, fathers and adolescents were found to be
different both in the choice of purchase decision process of family for specific products

54
and general products in the general family. Also, it was found that there is a portion of
non-affluent who buys luxury brands. Level of income has been considered as one of the
most significant factors on purchasing behaviour of luxury goods.

Zinkhana and Braunsbergerb (2002)8: Their research indicated that the Repertory Grid,
developed in the context of social interaction measures cognitive complexity in the
consumer behaviour domain and the presence of a general as well as a context-specific
component of cognitive complexity. The component of cognitive complexity indicated
that the knowledge structures are transferable across the related product categories. It was
found that the consumer processing about a product and advertising messages is impacted
by cognitive complexity. Also, in order to understand the perceptions and evaluations of
consumers, cognitive complexity has the potential to be a very useful construct.

Fan and Burton (2002)9: Their research focused on the identification of an array of
goods that is believed by the college students to indicate social status. Data was collected
from 400 students at the university of Utah and the commodities which were considered
as a source of status convey and had the ability of easily being seen or talked about in
social conversation, was studied. Exploratory study was conducted and using regression
analysis it was found that the students‟ perception towards what constitutes status goods
varied by their socio demographic characteristics. Gender and different stages of life
cycle was found to be the major deciding factors. There exists a higher possibility that the
consumers who live with their parents and are at the early stages of their lives would
consider clothes or luxury cars as a symbol of status for themselves.

Masuo et. al. (2004)10: Their research was on the multi dimensionality of money using
exploratory factor analysis (EFA). Data was collected from 290 college students from
Korea, Japan and the United States where socio demographic questions were asked.
Money beliefs and behaviours (MBBS) scale was used for the same. Through a series of
principal components analyses, a three-factor model comprising of factors such as power,
security and financial modesty with 10 MBBS items was identified. It was found that
there is a positive relation amongst these factors as power, security and financial modesty
was found to be accounting for 53.6% of the variance.

Gust (2004)11: This research was conducted to ascertain the lifestyle as a factor
influencing consumer behaviour and the manner in which it can make consumer
behaviour sustainable. Secondary research was carried out to have a comparative analysis

55
of four researches. Consumer behaviour was found to be sustainable when its
environmental impacts were minimal and consumers were skeptical when it came to the
severity of environmental problems, as well as the changes in behaviour of consumers
when asked to perform it decreases it. It was also found that the attitudinal factors,
personal capabilities and other external factors influence sustainable consumer behaviour.

Jung and Kau (2004)12: Their research focused on the need to understand culture and its
effects on consumer behaviour, as well as to establish relationships between the two. The
study showed possibility of establishing relationships between consumption behaviour
and culture. It was found that Individualism manifests in behaviours towards reference
group influence, information sharing, opinion leadership and ethnocentrism and self
concept and family orientation of an individual. Uncertainty avoidance shows itself in
perceived risk, brand loyalty, innovativeness and information search. Masculinity
influences family decision making and power distance affects opinion seeking. Also, it
found intrinsic differences in the way culturally different subgroups behave with regard to
consumption and purchasing. Consumption behaviours are related to and are influenced
by cultural differences.

Kaur and Singh (2004)13: Their research was conducted to study the impact of various
reference groups on the decision making process and they sub categorized the families on
the basis of their decision making roles. It was further observed that in families from
different income group, their traditional norms and values and role of children in the
family is the major factor that helps in the decision making process in any household.
They suggested that marketers should try to understand the type of family a consumer
belongs to design the marketing strategy accordingly.
14
Verma and Kapoor (2004) : Their research revealed that due recognition is given by
the parents to the increasing role of children in the purchase decision of the family.
However, the response of the parents is influenced by the age of the child, purchases price
of the product and family income. The role of advertisement was found to be of the
influencer and decider in the purchase of most of the personal care products,
consumables, household durables and family automobiles. The children are also found to
be the buyers for a number of products.

Shainesh (2004)15: This research defines long cycle times, group decision making
process, the participants from different functional levels and the variation in the role of

56
the participants during the purchase process as consumer buying behaviour. The
technological uncertainty of services and high levels of market makes the buying process
more complex. Women should be regarded as a separate segment and different
understanding and explanation is required to understand the gender behaviour as regard to
consumer behaviour is concerned.

Belcha et. al. (2005)16: Their research was conducted to analyse the influence of children
on family decision making process. It was found that teenagers have greater access to
internet which can further impact the family decision making process. In the initiation and
information search stages, the influence of children was found to be higher as compared
to the alternative and final decision stages. Further, not only the functional value of brand
is important, sometimes, the emotional aspect attached with the brand also proves to be
beneficial for the consumers. A brand is said to be strong only if it has a mixture of
product performance and complementary set of consumer responses towards it.

Mc Fatter (2005)17: This study aimed to measure the fashion involvement of selected
affluent female consumers from eight metropolitan areas in United States and to identify,
if any relationship exists between socio economic, demographic, media usage, personality
traits (self-confidence and public self consciousness), and price perceptions (price/quality
and prestige sensitivity). It was found that media usage is the best predictor of fashion
involvement. Sensitivities towards prestige, price, quality and income was also found to
be the significantly related to fashion involvement and perceptions of respondents
towards the price of the products. Age and personality traits showed no relation in this
context. A positive correlation was found between fashion involvement and education.

Ayanwale et. al. (2005)18: This research was conducted on Bournvita, to examine the
role of advertisement in the brand preference of consumers. Random data collection was
done from selected consumers of food drinks in Lagos, Ibadan and Ile-Ife, cities in
Southwestern Nigeria. Findings showed that males and females of all age groups were
equally influenced by advertising in their preference for brand. Quality was found to be
the major factor for brand preference over the other. The main consumers being affected
by the advertisement in case of Bournvita were found to be from the age group of 10-20
years.

Hansen (2005)19: This research was conducted to develop a framework which integrates
various perspectives on consumer decision making and various basic constructs is

57
developed. It was found that the cognitive and effective skills of consumers are dependent
and affect each other. Quality and attitude was found to be having significant and direct
effect on buying intentions of the consumers whereas emotion had no effects on buying
intentions of the consumer. It was also found that price had no direct effect on the
intention of the consumer to buy but had a direct correlation with perceived quality of the
product which in turns affects attitude and thus the buying intentions of the consumer.

Kacen and Lee (2005)20: Their research was conducted to figure out the stages of
decision making process of consumers in China. Demographic factors were mainly
focused such as gender, education, income and marital status in the purchase process of
imported health food products. Questionnaire method was used to collect data and it was
found that there was a significant impact of family members on consumer decision
making process. But at the same time there was a significant change in the behaviour of
the consumers as they got married, as after marriage there was a significant decline in the
purchase of imported health food products both by male as well as female consumers.

Barnier et. al. (2006)21: Their research was conducted to analyse the perception of
luxury products of consumers and to develop framework for marketing luxury goods in
France, Russia and United Kingdom. It was found that the relevance of four luxury facets
to all three cultures i.e. the aesthetics, premium quality, product personal history and
expensiveness was different. Russian culture was found to be using uniqueness facet,
functionality and luxury atmospherics whereas aspiration and product Conspicuousness
was found to be more effective in French culture. The superfluousness dimension did not
emerge as an important facet.

Anic and Radas (2006)22: Their research examined the impact of situational factors like
the environment of the store, social surroundings, temporal perspective and antecedent
dimensions of the situation on the purchase outcomes of the shoppers, particularly
Croatian hypermarket, was undertaken to analyze the amount of money spent by the
consumers and the number of items purchased. It was found that high perceived density,
large scale shopping and the social surroundings were the factors significantly
contributing towards higher purchase outcomes. Saturdays were found to be the highest
spending days for any consumers and no major differences in the purchasing outcomes
were found across shopper types grouped by the atmospheric responses of the store, travel
time of the day shopping. A positive correlation was found between the time spent in the
store and the amount spent.

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Mihic and Culina (2006)23: This research studied the significance of social class and
income in the purchasing behaviour of the consumer and their consumption. The main
aim was to make a comparative analysis of the social class and income with regard to the
buying behaviour. Convenience sampling was used to collect the questionnaires and the
results showed that both social class and income significantly influence buying behaviour
of the consumers. This research showed that purchase behaviour is more related with the
income of the consumer, specially in case of products with significant expenditure (like
alcoholic drinks, insurance etc) whereas in case of products reflecting lifestyle values i.e.
more expensive products (macrobiotic nutrition, furniture design, holidays, choice of
restaurants etc) associated with the symbols of class, social class was found to be a more
significant factor. Social class was found to be a more significant factor than income.

Narang (2006)24: This research was conducted in Lucknow in order to analyze the
purchase behaviour of branded menswear and to study the impact of advertisement and
promotional activities on their purchase behaviour. It was found that buyers visit branded
garment showrooms for the purpose of shopping, unlike women who were found to be
visiting as a time-pass activity. Number of people visiting the showroom with a brand in
mind was found to be the same as the number of people who visited the showroom
without having any brand in their minds.

Joshi and Sharma (2007)25: Their research focus was to examine the organizational
actions which enable effective implementation of the customer knowledge development
process, the characteristics of new projects for the development of the projects which
moderate the effects of these actions and outcomes that are generated by the process.
Marketing managers of top 1000 manufacturing firms in Canada were selected using
simple random method and telephonic survey was done to collect the information
required for the research. It was found that the customer knowledge development is
hastened by creation of cross functional new product development teams and the
championing of organizational goal of the product leadership. Resource slack was not
found to be a significant factor for the same.

Zamardino and Goodfellow (2007)26: Their research seeks to examine the role emotion
plays in advertising and brand building and the implications its measurement. Also, to
examine the ability of current methods to check the recollections, feelings and belief of
the consumers in the process of brand building and sustainability. It was found that

59
consumers are attracted to many aspects in a brand which further are helpful in effectively
making a bond with the brand. Also, consumers use the brand name as a means of
reflection of self image and status symbol.

Morling and Strannegard (2007)27: Their research considered brand as an asset, brand
equity included perceived quality, brand name awareness, brand associations and brand
loyalty. The study found that impact of the status of the perceived brand on overall value
of the brand across two product categories was stronger while making a comparison with
the overall self-concept of the consumers. Compared to the sport shoe category, mobile
phone brands‟ status was found to have a stronger impact on brand aroused feelings.
Impact of status of the brand on brand value was found to be stronger in case of brands
with lower perceived status as compared to brands with higher perceived status brands.

Miller (2007)28: This research examined the impact of status on the perceived brand on
overall brand value across two product categories. It was found that higher perceived
status brands rely on reputation and brand status. Insight into the impact of perceived
brand status on brand-value showed that the impact is stronger when mediated by the
overall self-concept. The impact of status of perceived brand was found to be stronger
than the overall value of brand. Furthermore, the impact of brand status may vary
depending on the product category and for lower-perceived status brands, attaining
relevance by matching a consumer‟s self-concept links perceived brand status and brand
value.

Krishna and Shylajan (2007)29: Their research was based on the study of various factors
influencing the habitual buying behaviour of consumers while buying branded clothes.
The influence of various demographic and marketing factors was studied with regard to
the habitual buying behaviour of the consumers towards branded clothes. It was found
that various marketing factors such as awareness of brand, perception of quality,
convenience of channel and the price of the branded apparel directly influence the
purchase behaviour of the consumers while buying branded garments.

Johnsen and Ford (2007)30: Their research analyzed a realistic view of interaction
between an active customer and supplier. Their study analyses customer purchasing
behaviour and its influence on marketing actions of a supplier. Information was gathered
by using in depth interview method and review of the company. 46 semi structured
interviews with the managers at different levels and from a variety of functions within the

60
firms and with a selection of key suppliers and customers were carried out. Snow ball
sampling was used for identifying and gaining access to appropriate respondents. It was
found that four key explanatory factors such as power, trust and product structure or
architecture and product critically were central to grasping the patterns of delegation and
intervention of consumers and suppliers.

Martensen and Greenholdt (2008)31: This research was conducted to examine the
parental perception towards their children in the age group of 5-13 years and to study the
influence of these children on family decision making process. 14 different products were
categorized for this purpose. The results showed that the children had a strong influence
on the family decision making process especially in for products that are more relevant to
them (juice, cereal, mobile phones and soft drinks etc). Though their influence was found
to be varying with the sub decision making and the children who were found to be the
initiators influenced the subsequent decision making more than the ones who did not
initiate. The influence of older children was found to be on a higher side as compared to
the younger ones but no role of gender was found in the whole process. Also, it was
indicated in the study that the gender of the children does not contribute significantly to
parents‟ perception of their children‟s influence.

Sharma (2008)32: This research found that kids are as fashion conscious as their parents
and they also prefer buying branded products and are being addressed by top international
brands. Even the big brands are also taking care of the younger consumers of their
products and they make sure to offer kids wear based on animated characters something
that children can relate to, which can further increase the demand of such brands. For
example Reebok, Adidas, United Colors of Benetton (UCB), Kappa etc.

Brun et. al. (2008)33: Their research used the multiple case study approach to examine
the Italian luxury fashion industry. 12 retailers were examined and the critical supply
chain management strategies were suggested. It was found that the Italian brands that had
a higher brand image had a higher preference than the products with normal brand tie ups.
Also, they found that the sole marketing efforts cannot reap extraordinary results, the
companies which were found to be moving towards a high position were the ones which
added valuable features to the products and services and this cannot be obtained by means
of marketing efforts only.

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Selvi (2008)34: This research analyzed the consumption pattern of employed people.
Simple random sampling was adopted to collect data from 200 respondents in the age
group of 36-55 years, belonging to the family size of 2-4 members comprising graduate,
postgraduate or professionals with the income ranging from Rs 10000 to Rs 30000. A pre
designed questionnaire was used to collect data. It was found that the expenditure pattern
has changed and an increase in recreation was noticed, followed by cosmetic products,
clothing, medical, transportation, electricity, communication, fuel, food, education,
detergents and then household things. Change in lifestyle of consumers was found due to
the subsidies and facilities available due to loan to the employed people.

Murugaiya and Vishwas (2008)35: Their research aimed to analyse the changing role of
women as a serious shopper and her role in decision making process in the family. The
behaviour, perception of women and the impact of demographic factors on women
decision making process in Bangalore was emphasised. Convenient sampling was used to
collect the data through questionnaires. Women were found to be more serious, confident
and more responsible as far as shopping is concerned and they were even found to be
having a dominant role in shopping over decision making at household level.

Sarkar (2008)36: This research aimed at highlighting the reasons which are replacing the
conventional shopping malls by lifestyle centers. The study described hedonic
consumption and its impact on lifestyle centers purchasing. The demographic and
psychographic variables influencing the purchase process in a lifestyle centre were also
studied. A sample of 26 respondents was chosen using random sampling method. The
contribution of the variable which is predictable (materialism and money conservation)
with the criteria variable (impulsive buying, attitude of consumer towards debt, sensation)
was analyzed. A negative correlation was found amongst money and materialism,
impulse buying, sensation seeking whereas a positive correlation was found between
conservation and the reasons for the replacement of conventional shopping malls by
lifestyle centers.

Lalitha et. al. (2008)37: Their research focused on the brand preference regarding shirts
and pants of select consumers living in twin cities of Hyderabad and Secunderabad and to
find out the influence of advertisement for branded clothing for the purchase behaviour of
the respondent and to know the factors influencing customers while choosing branded
shirts or pants. Data was collected from the customers visiting select showrooms in

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Hyderabad and Secunderabad. It was found that educational qualification, employment
status, age group, convenience of shops, and advertisement were influencing factors for
purchasing branded shirts and pants by the respondents. 94 percent of the respondents
were found to be highly educated and in the age group of 20-50 years purchased branded
readymade garments. The study also revealed that the advertisements play a limited role
in choosing brand among readymade dresses available in the market. 54 percent of the
customers were found to be buying branded readymade garments because of quality and
status symbol.

Tamboli (2008)38: This research was conducted to study the main factors influencing the
buying behaviour of females in Denmark. Both quantitative and qualitative methods in
the form of interview and questionnaire were used to collect data from consumers. It was
found that students‟ participation in respect of their involvement is high in terms of
fashion clothes and majority of them had impulse shopping behaviour. This group of
consumers was found to be keen on buying and had different outlook on design, price,
and information as the main factors that influence purchase of their clothes.
Advertisement was found to be an influencing factor but price, comfort, good design and
good quality were found to be major factors influencing their purchase criteria.

Seo and Lee (2008)39: Their research analysed the shopping values perceived by the
consumers and the variations in these perceived shopping values depending on the types
of clothing retailers or departmental stores or even a shopping mall. Also, the moderating
effect of consumers‟ different social class in perceiving the shopping values of each
retailer was studied. Interview method was used to collect data from various respondents.
It was found that shopping value consisted of five major constructs: experiential,
diversional, reliable, efficient, and self-expressive shopping values. Also, consumers were
found to perceive more experiential, diversional, and reliable shopping values in
department stores and internet shopping malls than in discount stores and self-expressive
shopping value was found to be highly perceived in department stores. However,
consumers‟ social class was found to be moderate in the perception of shopping values
for department stores and internet shopping malls, but not for discount stores. It was
further found that the discount store shopping had more possibility of providing
consistent shopping values to the consumers of all classes.

Azevado et. al. (2008)40: Their research studied the gender differences in consumer
buying behaviour of people in Portugal while buying apparels to confirm the differences

63
between women and men. A survey was conducted for this purpose through
questionnaires and behavioural differences between men and women were found when
they go shopping having different levels of influence. Various factors were found to be
influencing the buying behaviour of both men and women. Publicity in fashion
magazines, catalogues, sales promotion, outdoor publicity (publicity at major events),
financial status of consumers and the price of the products was found to be directly
influencing the buying behaviour of the consumers of both the genders. It was also found
that men and women both prefer clothing which highlights their physical attributes.
Women were found to be more inclined towards satisfaction and comfort whereas men
preferred comfort first then comes satisfaction and then quality in their priority list. Also,
women were found to be more impulsive while shopping and shopped with someone,
while men did it for necessity and almost always alone. Men were found to be more
inclined towards an appealing store with pleasing and attractive atmosphere with low
prices, good amount of variety and quality. Furthermore, women buy more often and that
both genders choose to buy mostly during “sale” season. Thus a major difference between
the consumer behaviour of men and women was found.

Sridhar (2009)41: This research was aimed at ascertaining the influence of consumer
involvement with various perceived risks such as perceived financial risks, perceived
socialism, perceived psychological risk and perceived time risk. Proportionate random
sampling method was used and 332 respondents were selected and survey was conducted
for data collection using questionnaire method. A positive correlation was found between
the financial risk, performance risk and time risk with consumer involvement for product
choices whereas physical and social risks were found to be negatively correlated with the
consumer involvement. Also, psychological risk for the products and consumer
involvement were almost the same.

Rai and Gopal (2009)42: Their research aimed to understand consumer buying behaviour
with respect to ethnic apparel and to investigate the factors responsible for the purchase of
these apparel with reference to brand image, promotions and knowledge of external
markets. Random sampling technique was used to collect data from 217 consumers in the
age group of 18-45 years. It was found that the elderly people had more preference
towards the purchase of ethnic apparel whereas young and middle aged group were found
to be almost equal in their purchase behaviour. Consumer buying behaviour was found to
have no association with gender, region to which the respondents belonged and annual

64
family income. But it was found to be having association with occupation. Service and
professional categories has higher preference as compared to students‟ category. It was
also found that socio-cultural and personality related factors induce purchase intentions
and a positive behaviour was found towards store and brand preferences on developing
purchase intentions of ethnic and fashion apparels.

Heinz and Kuhling (2009)43: Their research focused on the role of reference groups in
order to examine if pro environmental consumption choices play a consistent role with
the utility maximization and the role of past behaviour in this regard. It was found that all
kinds of pro-environmental consumption significantly influenced the consumption
patterns of reference groups, especially in case of organic foods. It was also found that
higher utility could be attained when more environmental friendly consumption was made
and the quantity of consumption is reduced.

Kumar et. al. (2009)44: Their research studied the consumer shopping behaviour and
measured the significance of demographic variables on shopping behaviour dimensions.
Questionnaire was used to collect data. Customers who were status and quality conscious
were found to be visiting stores for organized food and grocery items as the benefits of
shopping in a store with regard to self-selection, variety of goods available and discounts
etc. as compared to the traditional retail stores. It was also found that they preferred
spending time in shopping and visiting store along with their family and friends to seek
complete entertainment while shopping.

Fionda and Moore (2009)45: Their research explored the critical dimensions necessary to
create and maintain the success of a luxury fashion brand. After investigation of 12
international luxury fashion brands, nine interrelated attributes were obtained. Semi
structured interviews with managements were used to collect data. It was found that a
coherent approach should be adopted in order to succeed in the brand markets and 9
factors were recognized as “most crucial” for creation and maintenance of brand
propositions.

Pathak and Tripathi (2009)46: Their research analyzed the consumer shopping
behaviour in modern retail formats in Delhi and NCR in order to find factors that affect
buyers‟ decision in purchase behaviour and make a comparative evaluation of the strength
of these factors in the decision making process of the consumers. It was observed that for
any retailing enterprise, it is very important to understand the psyche of the consumers for
the critical success in this sector.

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Jozsa et. al. (2010)47: Their research highlighted the role of social influence in consumer
behaviour and revealed the relationship between susceptibility to reference group
influence and other variables. The distinction between the three types of reference group
influence- informational, utilitarian, and value-expressive – was also discussed. An
empirical research was conducted among young people of 14-25 years of age to reveal the
relative importance of the two specific reference groups i.e. the family and the peers on
their consumer behaviour. It was concluded that there was a negative correlation of Age
and Self-confidence with reference group influence. Innovativeness and consumer
confidence were found to be correlated negatively with both normative and informational
influence. Also, it was found that parents‟ perceived knowledge correlated positively with
the susceptibility to friends‟ influence (and vice versa) as well, and people with high need
to evaluate were rather subject to friends‟ normative influence.

Variawa (2010)48: This research analyzed the influence of packaging of fast moving
consumer goods in the consumer decision making process of low income consumers in
retail shopping. The survey was conducted in Star Hyper in the town of Centerville by
collecting the data from 250 respondents using survey method. It was found that the low
income group consumers preferred having premium packing of the goods they buy so that
it could be reused after the consumption of the product. A negative correlation was found
between product packaging and brand experience as low income consumers were found
to be having a greater brand experience from the purchase of premium products as
compared to “cheap” brand products.

Amaldoss and Jain (2010)49: Their research studied the implications of reference groups
for firm prices, product design and target consumer selection. The impact of social effects
and market structure and its influence of branding of conspicuous goods were examined.
It was found that reference groups shaped consumer evaluation of these product
categories. The marketers who gave uniqueness in their products need not stress more on
the branding but will use the same in the competitive markets where consumers have
more desire for uniqueness. It was also found that the presence of reference groups can
motivate firms to add extra features with a higher cost which may provide limited or
almost no functional benefits to the consumers using such products.

Kumar et. al. (2010)50: Their research examined the influence of cognition on customer
value, the image of the store and the intentions of patronage in the emerging market
conditions. Exploratory research technique was used to develop an understanding of the

66
influence of environmental dispositions on customers' perception of value and store
image. Questionnaires were used to collect data and it was found that customer perceives
value from retail atmospherics; in such cases consumer is more likely to come again or
recommend the store to others. Further, the store offering discounts, gifts, and coupons
were found to have a higher utilitarian value if the customers do not perceive value due to
atmospherics. The interior color of the shop also influenced the buying behaviour of the
consumers. However, these colors were found to be having differences in significance
level with changing cultural context, personality of the consumers, age, gender, etc.
Window dressing, arrangements on shelf, ambience of the store and architecture were
found to leave long term impression on the collective consciousness of the consumers.

Stankeviciute and Hoffmann (2010)51: Their research focused on the strategies of brand
extension in luxury fashion brands namely Giorgio Armani, Calvin Klein and Jimmy
Choo. The study analysed downward extension of brand and its impact of collaborations
on Jimmy Choo. It was found that luxury fashion brands can be collaborated with non
luxury brands and an extended co-brand is thus formed. It was also found that such
collaborations can be fruitful only if non luxury brands also have a good reputation and
only those luxury brands were found to be yielding successful portfolio which tend to
continuously improve themselves in order to yield a successful portfolio. Furthermore
downward brand extension can be helpful in the enhancement of the parent luxury brand only
if it is able to keep up with the quality and values of the luxury parent brand.

Chernatony (2010)52: This research finds out that various perspectives and
interpretations about the brand were there, which can help in brand building, input, output
and time. The category input refers to the source based perspective which includes people
from marketing or brand communication and includes brand interpretations as:

1.Logo 2.Shorthand, 3.Legal instrument, 4.Company, 5.Identity, 6.Risk reducer

7. Positioning, 8.Personality, 9.Cluster of values, 10.Vision, 11.Adding values

The output perspective output referred to the receivers or brand consumers perspective
and includes: (1) image (2) relationship whereas the third perspective i.e. the time
considers brand as an ever evolving entity.

Aggarwal (2010)53: This research examined consumer perception of branded and

unbranded apparels and influence of socio economic and demographic features on
consumers. The study also analysed the impact of advertisement on consumer perception

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and tried to understand the association between culture and consumer perception. The
study was conducted in Mumbai, Hyderabad, Lucknow, Patna and Bhopal by collecting
data through questionnaires from 1500 respondents. It was found that consumers
perceived brands as providing both emotional benefits (display of status, wealth and
prestige) and utilitarian benefits (quality and low prices) and males were found to be
preferring brands more than females and socio economic and cultural background has an
impact on their perception. Advertising, sales promotion and income were also found to
have influence on consumer perception.

Mihic and Kursan (2010)54: Their research studied the correlation between the impulse
buying behaviour of consumers with regard to the situational factors. Three consumer
segments were made on the basis of perceived impact of situational factors namely;
a)markedly rational - those who are immune towards influence b) impulsive - those who
are sensitive towards some situational stimuli and c) mostly rational - generally immune
to influence. It was found that consumers who were markedly immune and mostly
rational did not show any major affect of situational factors on their impulsive buying
behaviour. Though, the consumers were not found to be stimulated by the promotional
activities, friendliness and skill of the salesman, the location, ambience and aroma of the
store but their behaviour was found to be affected by response of persons accompanying
them to some extent. Also, a negative correlation was found between gender, age,
education, income and the number of members in the family, employment status and
buying behaviour of the consumers.

Vani et. al. (2010)55: Their research analyses the impact of demographic factors on
consumer behaviour towards the purchase of toothpaste. Descriptive research was used to
collect data for this purpose using questionnaire method. It was found that consumer
behaviour for buying toothpaste is influenced by age, gender, educational qualification,
marital status, type and size of family, and number of children in the family.

Tinne (2011)56: This research was conducted to examine the factors that affect buying
behaviour of consumers at superstores in Bangladesh and the impact of variables like
discount offers, schemes, promotional activities, store characteristics like display and
salesman‟s behaviour, popularity of product, reference group influence, income level of
consumers and impact of festival season was studied. Primary data was collected from
Agora and Meena Bazar with the help of questionnaires. It was found that pricing

68
strategies, store characteristics, situational factors and promotional activities had a direct
influence on impulse buying behaviour of the consumers. Furthermore, the popularity of
brand, reference group and change in demand due to festive season increases the buying
tendency of the consumers. So a positive correlation was found for these factors on
impulsive buying behaviour.

Amatulli and Guido (2011)57: Their research explored the determinants of purchasing
intentions for luxury fashion products of Italian consumers. It was found that the main
aim of purchase of luxury fashion products by Italian consumers was to match their
lifestyle and to satisfy their inner drives. Self confidence was enhanced and self
fulfillment is also achieved after purchasing these products.

Mortimer and Clarke (2011)58: Their research identified store characteristics which are
considered important by grocery shoppers and to make a comparison of difference in the
level of importance for both male and female shoppers. A random survey was conducted
and data was collected from 280 male and female shoppers. A significant statistical
difference between perceptions of male and females was found in this study. No relation
was found between income of the consumer and age of the consumer whereas it was
found that age, education and the occupation of the respondents influenced their purchase
behaviour. It was also found that speed, convenience and efficiency was considered as the
most important factors by the male shoppers whereas female shoppers preferred pricing,
cleanliness and quality as more important factors.

Kumar (2011)59: This research examined the buying behaviour of Indian women and
their values for the market. For this purpose, total 500 women respondents were selected
from Delhi-NCR region and data was collected using questionnaires. It was found that
Indian women are playing a new role as a facilitator and were regularly found moving to
malls for shopping and taking their own decisions with full freedom to buy and bargain
for the commodity. She was also found taking interest in advertisement on TV, magazines
and newspapers for discount offers and new schemes on the commodity. Also, they
considered corporate social responsibility as a major factor to make their buying decision.

Subrahmanian (2011)60: This research identified the factors influencing purchases made
by women with special reference to age, marital status, occupation and type of profession
as major factors. Data was collected from a sample of 250 respondents from various areas
of Chennai. It was found that the perception of women was multi-faceted and they were

69
more inclined towards quality. As far as the price attribute were concerned, women were
found not opting for the products even if it was high priced or low priced, but most often
preferred products reasonably priced in the affordable range.

Kashif and Bilal (2011)61: Their research attempted to examine Pakistani female
consumer‟s buying behaviour and understand key factors of branded clothing that
influence their inclination for branded clothing. To collect data for this, a survey was
conducted among women aged between 20-35 years of age using questionnaire method.
It was found that status branding, brand attitude, paying premium for branded clothing,
self concept and reference groups have a positive effects on female consumer buying
behaviour while increasing consumer involvement in fashion clothing.

Khan and Nasr (2011)62: Their research examined the purchase process, brand and cost
consciousness and store factors to explore online shopping behaviour of women in
Pakistan. Inverse relationship was found between leadership and brand consciousness i.e.
Pakistani women who were found to be more conscious towards brand were less inclined
to purchase Pakistani products. Older women were more inclined towards this purchase
whereas young generation was found to be more inclined towards purchasing imported
products as they were more brand and fashion conscious due to their desire to be socially
accepted. Locally manufactured cosmetics and electronic goods were least preferred as
they were considered to be unreliable by the women shoppers in Pakistan.

Gunay and Baker (2011)63: Their research examined the factors influencing the
consumption of wine in Turkey. Field study was conducted in Izmir to collect the sample
for the same. It was found that cultural, demographic, consumer attitudes, consumption
habits as well as other factors influence consumption of wine by consumers. A number of
socio‐economic and demographic consumer characteristics were also found to be
influencing wine consumption and consumers‟ preferences.

Koutroulou and Tsourgiannis (2011)64: Their research examined the factors affecting
purchase behaviour of consumers towards locally produced food in Xanthi in Greece.
Random sample selection was done to conduct field interviews. It was found that (a) the
topicality of the products, (b) quality and health issues, (c) appearance, (d) freshness and
taste issues (e) curiosity and prestige are the factors that influence people in the Prefecture
of Xanthi to buy local food products. The existence of family was also found to be a
factor which influenced the consumers in the prefecture of Xanthi who were interested in

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local products. Furthermore, the study identified factors including topicality of products,
taste, production methods, environmental impact, quality, price, health safety,
attractiveness of packing, curiosity and prestige as major factors affecting purchase
behaviour.

Krishnan (2011)65: This research emphasized relation between the lifestyle of consumers
and its influence on their buying behaviour. Descriptive study and survey method was
used. Non disguised questionnaire was used for collecting data on factors like age,
education, income level, gender and occupation of the respondents. Significant
association was found between the lifestyle of consumers and the brands used by them.
Factors like leisure time, social orientation, adoption of innovative techniques, orientation
of family, opinion towards brands, opinion about quality and perception of life were
considered. It was found that purchase behaviour is highly influenced by lifestyle.

Haataja (2011)66: This research examined young people between the age group of 18-26
years‟ for attitudes, i.e. their beliefs, feelings and purchase intentions, towards luxury
products. Data was collected by using questionnaire method. It was found that there is a
positive attitude towards luxury products. Also it was found that half of the young
consumers were luxury product consumers.

Saleem and Abideen (2011)67: Their research investigated the relationship between
environmental response and consumer buying behaviour. The study was conducted by
taking responses of 200 respondents using telecommunication services from Rawalpindi,
Islamabad and Lahore (cities of Pakistan). It was found that there existed a strong
relationship between environmental factors and consumer buying behaviour whereas a
very weak form of association was found between the attitudinal aspect and the consumer
buying behaviour. Emotional response was found to have strong association with the
consumer buying behaviour.

Souiden et. al. (2011)68: Their research aimed to investigate the conspicuous consumer
behaviours towards the purchase of branded fashion accessories in Canada and Tunisia. It
was found that both the cultures are positively influenced by social status display as far as
association with consumption is concerned. Also, consumers in both cultures reckon that
their social status may affect their self-image, which further leads to conspicuous
behaviour of the consumers.

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Wiedmann et. al. (2012)69: Their research demonstrated that the consumers‟ desire for
counterfeit luxury brands hinges on social motivations (i.e. to express themselves and/ or
to fit in) underlying their luxury brand preferences. Consumers‟ preferences for a
counterfeit brand and the subsequent negative change in their preferences for the real
brand both were greater when their luxury brand attitudes served a social-adjustive rather
than a value-expressive function. Also, it was found that there is a high demand for
counterfeit products in the market because they have low price compared to the genuine
luxury brands and the value expressive functions the brands deliver. Counterfeit products
were found to be delivering good value for money even though these may be of low
quality, they are associated with the consumers for luxury brands and they are able to get
satisfaction as to personal status from these goods. It was also found that the moral belief
about the counterfeit consumption was affected by the preference for the counterfeit
brand only if the value expressive function was served to the consumers. The social
function of the attitude of consumers towards luxury brands was found to be influenced
by the elements of marketing mix like design of the product, advertising etc.

Kotler and Keller (2012)70: In their book marketing management, Consumer behaviour
is a factor directly influencing the business performance. Consumer behaviour mainly
deals with the process of learning the reasons behind a particular behaviour of the
consumer how they choose, buy use and dispose the goods. Also the impact of their past
experiences, taste, price and branding on their purchasing decisions is also studied.

Ali et. al. (2012)71: Their research studied factors affecting the rural purchase of FMCG
in South India. Data was collected through questionnaire to identify the key influencing
variables. It was found that rural consumers in South India considered that the usage of
FMCG contributes to their lifestyle. Also, it was found that price, quality, performance,
reliability, brand influences the rural purchase of FMCG products. Rural marketers were
found to be showing preference for attractive packaging.

Pandian et. al. (2012)72: Their research investigated perception of men towards branded
shirts and retail garments and to ascertain the brand most preferred by them. The study
also focused on factors that influence their choice of branded shirts. Primary data was
collected from 215 male respondents by using questionnaire method and convenient
sampling. The study revealed that Raymond, Peter England and John Player were the
most preferred brands and durability, reference groups, large variety of colour and design,

72
attractiveness, price range and celebrity endorser were the influencing factors.
Furthermore, convenient shop hours, offers and discounts were the two factors that are
preferred by the consumers to choose a brand of their choice.

Nobbs et. al. (2012)73: Their research was undertaken to explore the store elements of
luxury fashion brands. Qualitative research was undertaken by taking in depth interviews
with brand representatives within seven major fashion capitals. It was found the treasure
exclusivity and uniqueness help the most in attracting customers‟ visit in a luxury fashion
flagship stores. The characteristics of the luxury flagship store format were also assessed
and demonstration was made as to how these stores help in generation and
communication of differentiation of the product. It was found that scale and size are the
essential elements of the luxury store which usually exceeds functional need. It was
derived on the basis of features of exclusivity and uniqueness, which it offered to the
customer as a justification for their visit to the store.

Rajput et. al. (2012)74: Their research was to analyze the significance of demographic
profiles of consumers which affect purchase decision of branded garments and to make a
comparative analysis of expenditure incurred by consumers on basis of gender. Survey
technique was used to collect data from 320 participants from Delhi and NCR. It was
found that that quality, comfort, expectations and demographic characteristics influence
purchasing decision. Consumers from different genders had different attitude towards
fashionable and branded apparels. Variation in age and income was not found to be a
significant factor. Lastly, intrinsic Pleasure, Prestige and Status were found to be the
dominant characters for the buying decision and males and females were found to be at
the same level as far as expenditure is concerned on the branded apparel.

Nayeem (2012)75: This research aimed to make a comparative analysis of individual and
collective consumer behaviour in the purchase of automobiles. Various stages of
consumer decision making was studied and a sample of 211 respondents was taken from
Australian born consumers representing individualist and Asian born consumers
representing collectivists and culture value sale was used to compare cultural values
among participant respondents. No differences were found in the consumer behaviour of
the two categories of respondents as far as collectivism is concerned. Furthermore, Asian-
born consumers were more brand-conscious and a number of family/friends were
involved in their decision making whereas internet was found to be the most important
source of information as they did not believe in group decision making.

73
Mollahoseyni (2012)76: This research studies the impact of psychological factors on
consumer buying behaviour in Iranian Chair stores at Kerman city. Questionnaires were
used to collect data. Quality awareness, price, innovative characteristics, loyalty to stores,
diversity and planning were found to be the most influential factors in the consumer
purchase behaviour. Howeveer no relation was found between limitations of finance,
enjoyment in buying, instant decision making, brand loyalty and consumer buying
behaviour.

Ranjansaha (2012)77: This research attempted to understand the impact of external

factors like social, cultural, price and quality on the purchase behaviour of consumers for
toothpaste. Simple random sampling technique was used to collect data through
questionnaires. It was revealed in the study that awareness of consumers for toothpaste is
less in Kolkata city. It was found that brand image, advertising and offers play an
important role in purchasing toothpaste. It was also found that the shift in consumer
demand from one product to another was due to the advertisement, brand name,
packaging, availability of goods or rise in prices.

Rajput et. al. (2012)78: Their research analysed factors affecting consumer behaviour
that influence apparel segment of Indian retail sector and the importance of each to
consumers in selecting apparel from organized retail outlets. Dimensions that cover
consumer behaviour and factors affecting it (relating to organized retail trade towards
branded apparel) were also studied. Structured questionnaires were used to collect and it
was found that a strong association exists between shopping frequency of consumer and
the monthly budget. Quality was considered as one of the major reasons behind the
purchase of branded goods and 45% of the respondents reported that they buy
occasionally while 42% said that they buy monthly. Also, age and paying extra for a
brand are significantly associated, young respondents bought branded clothing
occasionally, which showed that majorly Indian consumers were from the middle income
group segment and preferred saving rather than spending on lifestyle and good living
because of income constraint.

Kazmi (2012)79: This research study was conducted to recognize the factors effecting the
perception of consumers about pasta products and the reasons of popularity and
unawareness in different areas and social classes. Quota sampling was used to collect data
by using questionnaire method and respondents were chosen from Alkarim super market

74
in Karachi. It was found that the awareness of different methods of cooking was the main
reason effecting the sale and popularity of the product affecting the buying behaviour of
the consumers whereas no major effect was found on the popularity and sale due to non
availability of the product. Also, awareness about the complete range of products (pasta
in this research) does not have significant effect on the buying decision of pasta products.
It was found that most housewives doing monthly grocery shopping were not even brand
conscious and they were not much aware of the various methods of cooking thus
difference in taste and variation in the method of cooking is unknown to them.

Mandila and Gerogiannis (2012)80: Their research sought to examine customer buying
behaviour under the influence of music and investigate the effect of music on time
perception, customer satisfaction and also to investigate the effects caused on purchasing
behaviour and overall satisfaction by variation in the volume of music in the stores. A
cross-sectional research was conducted and data was collected using questionnaire
method. Longer duration of stay by the consumers was found during lounge pop and rock
of the 80s‟ was being played whereas lesser period of stay was found when jazz music
was being played in stores. It was concluded that type of music played in stores has a
direct relation with consumer purchase behaviour.

Sharma and Sharma (2012)81: Their research gave emphasis to product attributes and
relationship between customer psychology and services rendered by telecommunication
companies and its impact on customer satisfaction and their purchase intention. It was
found that effective and efficient management of telecommunication industry for
improving and upgrading their product attributes has direct impact on the purchase
behaviour and satisfaction level of customers.

Ismail et. al. (2012)82: Their research examined the preferences of consumers towards
global brands in comparison of local brands and to analyse the buying behaviour of young
Pakistani consumers. Using questionnaires, data was collected in two popular shopping
malls of the city and two universities. Price and quality of the product were found to be
the most important factors influencing the final decisions of consumers. Also, the
consumers associated price of the product with quality of the product, a low priced
product was perceived to be of low quality while high priced product may not be
affordable for many consumers. Huge impact was found between country of origin of the

75
product, price of competitive brands, and reference groups especially family and friends
on the preferences of the consumers.

Parvathi (2012)83: This research examined the manner in which decisions were made by
Indian professionals about apparels, considering the multiple options available to them in
Bangalore. Data was collected using multiple methods including focus groups, interviews
and observation. 34 males and females between the ages of 22-35 years were studied. The
main focus was brand awareness, brand choice, meaning of brand and understanding
young Indian consumers and it was found that branded garments for consumers meant
quality which further reflected the longevity of the garments and therefore value of for
money. Most participants were found inclined towards buying brands that they normally
bought, based on their previous experiences. Consumers were found to be reluctant to
choose a new brand even when many brands were available in the market.

Jarvelainen (2012)84: This research was conducted to study the factors considered
important by the Russian consumers in clothing products and perception they have in
their minds for clothes originating from Finland. Data was collected using questionnaires.
It was found that image of the country and evaluation of product had a direct correlation
with evaluation of the product. Positive image of the country had a positive outlook
towards the product performance and expectation from the product. It was also found that
depending on the customers‟ values and perceptions, the image of the product country can
either be increased or decreased beyond perceived value.

Mittal and Aggarwal (2012)85: Their research examined emotional and rational appeals
that were driving forces for the consumer purchase decision towards branded garments in
Jaipur. Demographic and psychographic factors were also studied. It was found that
people associate brand with quality of product, style and design. Consumers expect that
branded products should provide them recognition, satisfaction and the value for money.
Comfort and price were found to be the biggest motivators for purchasing branded
garments.

Sata (2013)86: This research investigated factors affecting the decision of buying mobile
phone devices in Hawassa town. Random sampling technique was used to collect the data
for the same. The main factors under the study were price, social group, product features,
brand name, durability and after sales services. It found that price was the most important
motivational factor influencing purchase decisions. Majority of consumers were using

76
Nokia mobile phones but most had plans to shift to Samsung, Apple or Blackberry. The
dominant factor affecting the purchase decision was found to be the price followed by
features available in a handset. Brand name and durability of mobile phones were found
to equally correlate with each other and both the factors were found to be highly
associated with the quality of mobile phone devices. After sales service and social
influences were found to be the least correlated factors.

Gajjar (2013)87: This research tried to understand the influence of various market
segments on the decision to buy or not to buy a product. Customers were found to be
having the products of an extreme range of attributes (the 1st P - Product) with a wide
range of cost and payment choices (the 2nd P - Price) which could be ordered by them to
be supplied to their door step or anywhere else (the 3rd P - Place), and they have
communications from more channels than ever before (the 4th P - Promotion). Thus,
involvement of so many variables and their tendency to interact with and influence each
other, they have a great influence on Consumer Behaviour. Also, the following factors
have an impact on the consumer behaviour:

a) Culture and Sub-culture

b) Social Class, and Social Group,
c) Family, and Inter-Personal Influences,
d) Other Influences like geographical, political, economical, religious environment,
etc.

Montazeri et. al. (2013)88: Their research described “attitude” as the combination of
cognition and feelings of consumers. It was found that individual attitude is an important
element in consumer behaviour and in order to change behaviour, changing individual‟s
attitude about several items such as advertisement, sales promotion, etc is required. Also,
change in attitude is not permanent and is temporary. Thus forecasting consumer
attitude/behaviour becomes possible, and to change the behaviour, changing his/her
attitude through advertising and offers etc can be helpful.

Kaur and Medury (2013)89: Their research aimed to provide an empirical design on
teenagers‟ influence and its role in family decision making. Results indicated that teenage
children in urban areas significantly influenced purchase-related decisions in the family.
Findings suggested that peers, shopping and internet are significant predictors of

77
influence of teens in family purchase decision. However the role of media is marginalized
(as a predictor) to the influence that teenagers have in family decision making.

Srivastava and Kumar (2013)90: Their research examined effect of situational variables
(time available, money available) on impulse buying among different ethnics in India.
Data was collected through questionnaires in Ghaziabad. It was revealed in the results
that the situational variables i.e. the availability of money and time were influencing the
urge to buy impulsively and impulse buying. A positive relation was found between
situation variables and impulse buying behaviour of consumers. Also, it was found that
pricing strategies, store characteristics, situational factors and promotional activities
influence the impulse buying behaviour of consumers. In case of pricing factor, products
with reduced prices were bought as an impulse purchase. Also income level of consumers
affected impulse purchase positively. As far as store factor is concerned, offers by
superstores, display of products in shelf and behaviour of sales-person were influencing
consumers to be impulse buyers. Situational factors such as popularity (brand) of product,
reference group and requirements of products in festival seasons influenced impulse
buying. Also, it was found that if family members or friends motivated them to be
impulsive by suggesting any new product or existing brands.

Lawan and Zanna (2013)91: Their research focused on the cultural factors influencing
consumer buying behaviour of clothes in Borneo state, Nigeria. It was carried out to
examine consumer buying decision making process and assess cultural, economic and
personal factors that influence buying behaviour of clothes. Data was collected using
questionnaires and a sample of 192 respondents was chosen. It was found that a highly
significant influence of cultural factors on consumer buying behaviour was there, of
which the relative regression coefficient influences equivalence of societal norms was the
highest. Also, influence of economic factors on consumer behaviour with the highest
relative regression coefficient influence equivalence is exerted by income. Further, age
was witnessed as sole personal (endogenous) factor variable influencing buying
behaviour with the highest relative regression coefficient influence. It was found that
culture individually or in combination with economic and personal factors had a
significant influence on buying behaviour of the consumer towards purchase of clothes
whereas socio cultural factors were considered as the fundamental determinant of the
purchase behaviour of the consumer.

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Guha (2013)92: This research was conducted to determine the changing pattern of buying
behaviour of women in urban India. An effort was made to identify the changing
perception and buying behaviour of working women with a comparison to non working
women in urban India. Also, comparison was made in the buying behaviour of married
and unmarried working women in Kolkota, West Bengal. A sample from 196 respondents
was selected randomly using interview method. It was found that employed married
women were more quality conscious than the unemployed married women. It was
significantly higher over the employed unmarried and even higher than the unemployed
unmarried women. Also, women were found to be more price, brand and quality
conscious, unemployed women who belong to a lower income group were more
conscious to price than the employed highly income group employed women. They were
also found to be more influenced by others while shopping.

Kumar and Varadaraj (2013)93: Their research examined buying behaviour of women
customers towards jewelry products with a special reference to Tirupur city. The main
object of this research was to get feedback about various factors affecting buying
behaviour of jewelry products, evaluate brand awareness and buying attitude of women
customers in purchasing of gold at the various jewelry retail stores. Questionnaires were
used to collect the data from almost 200 consumers of Sri Kumaran, Joy Alukkas, TATA
gold, RBS, Thangamayil retail stores of jewelry. It was found that more than three fourth
of the respondents said that jewelers gave brand awareness to them and like to buy
jewelry from a brand shop. Half of the respondents replied that they came to know about
the brand through their friends and they considered branded jewelry as an enhancement to
their personality and status.

Abdu and Purwanto (2013)94: This research studied the impact of cultural, social,
personal and psychological factors on consumer behaviour with regard to products in 7-
Eleven convenience stores in Jatiwaringin, Jakarta. It revealed that there are some
variables that have a relationship but not affecting the willingness to buy significantly.
Social factors were found to be the most influencing factor and other factors affecting
consumer behaviour factors was also studied. The customer‟s willingness to buy in 7-
Eleven Jatiwaringin Jakarta was not found to be significantly influenced by the cultural
factor. Also, customers are willing to buy the product there even though the price is
higher but that they are fulfilling their social needs. It was found that personal factors
have a relationship with willingness to buy but don‟t have a significant effect.

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Psychological factors which include motivation, perception, belief and their experience
towards the product were found to have a direct and a positive relationship with the
consumer buying behaviour.

Mutawa (2013)95: This research was conducted to study the behaviour of consumers
towards luxury fashion brands in Kuwait. It was found that women considered western
clothes as to be generating a modestly non-decent image and they characterize it as a
symbolic meaning for all the western outfits so available. Also, it was found that the
construction of consumer representations can be created by advertisement or on the basis
of “actual social users” of the luxury fashion brand.

Chen and Kim (2013)96: Their research was conducted to examine how strongly the
personal values of the consumers and the attitudes influence their purchase intentions
about luxury brand fashion brands. Materialism, hedonism and social connections and the
attitude towards giving gifts were taken into consideration for the study. They collected
data from 201 Chinese consumers in the age group of 18-40 years. It was found that
hedonism positively influenced consumer intention to purchase luxury fashion brands for
self-use. A positive attitude was found towards luxury brand on the intentions of these
consumers to buy items for both self use and for gifting purposes and brand name was
found to be having positive impact on consumer attitude for gifting purpose. Also, it was
found that face saving and social connection do not have a significant impact on
consumer purchase intentions for both self-use and gift giving purposes.

Bashar et. al. (2013)97: Their research studied the correlation of consumers' demographic
factors on the impulse buying behaviour in regard to a number of single impulsivity
indicators and one collective indicator. It was found that the demographic factors, such as
the disposable income and age are related to the buying indicators and to the impulsivity
collective indicator. Also, educational qualification and gender have marginal association
with impulsive buying behaviour.

Alooma and Lawan (2013)98: Their research was made to assess the variables
influencing buyer behaviour towards the purchase of clothes in Borno, Nigeria.
Structured questionnaire was used to collect data. The results revealed that consumers
wanted to have recognition for the clothes they wear and the society i.e. friends, family
and neighbors were the main source of information for this purpose. Quality was seen to
be the main criterion for choosing clothes and it was found that clothes need recognition

80
and patronage. Also, gender and marital status was not found to have significant impact
on consumer buying behaviour. Thus demographic variables were found to be the main
influencing factors on consumer buying behaviour.

Mazloumi et. al. (2013)99: Their research examined the effect of demographic
differences on purchase behaviour of Tetra Pak consumers. Cluster sampling was used
based on geographic areas using the questionnaire method. Survey method was used for
the same. The results so analyzed showed that the demographic differences effects on
their purchasing behaviour.

Luo and James (2013)100: Their research focused on the consumer behaviour of buying
commercial housing, from the consumer‟s perspectives in Nanning city of Guangxi,
China. The main purpose behind this research was to study the external factors such as
culture, government policies, marketing activities and reference groups on consumer
behaviour in the process of purchasing commercial houses and the internal factors such as
perception, attitudes, learning, behaviour, motivation and emotions. Also, this research
reviewed how self concept and lifestyle influenced commercial house buyers and thus to
understand the decision making process. A survey was conducted to collect the data for
the same. It was found that culture, government policies, marketing activities and
reference groups, perception, attitudes, learning, behaviour, motivation and emotions, self
concept, lifestyle are simultaneously significant to the dependent variable i.e. the
consumer house buying behaviour.

Bashir et. al. (2013)101: Their research aimed to understand the influence of Pakistani
university student‟s individualist and collectivist values and life styles impulse of buying
behaviour. Survey methodology was used to collect data by adopting convenient
sampling technique using questionnaire method. It was found that significant differences
existed between male and female consumer buying behaviour and difference also existed
due to cultural factors. Gender role construct of cultural values and lifestyles of Pakistani
university students vary across genders. Also, culture values, financial satisfaction, group
lifestyle was found to be having a great impact on the buying behaviour of consumers.

Pandey and Pandey (2013)102: Their research studied the factors responsible for the
change in lifestyle of the consumers. Main factors considered were price, place, attributes,
advertisement and influence of media preferred by the consumers. A structured non

81
disguised questionnaire was used to collect data. It was found that consumers insisted on
specific brand after every purchase of consumer durable products and that male
domination is high. Advertisement was found to have a major influence on the purchase
decision of the durable products whereas the purchase behaviour of the young age
consumers was not found to be affected by advertisement. No relationship was found
between the age and the goods which give value for money. Change in awareness,
promotional media, lifestyle was found depending upon the age in taking the decision to
buy consumer durables. Consumers were found to be inclined to buy goods which suited
their social class. Income was found to have a positive correlation as middle class and
lower middle class people prefer purchasing Indian brands while upper middle were
found preferring foreign brands.

Thagunna (2013)103: This research identified the various dimensions of buying behaviour
of Nepalese women while making purchasing decisions and to examine various factors
such as Value Identification, Customer Service and Lifestyle influenced the purchase
decision of Nepalese women. Data was collected using questionnaires. It was found that
price and awareness of brand influences brand behaviour of the consumers. Age was also
found to be playing a role in the purchasing decisions since women of different age group
behaved differently while purchasing items for their homes and for their offices. No
influence was found for status of the consumers, religious beliefs and occupation and
level of income on the consumer buying behaviour. Whereas the value identification,
customer service and lifestyle were found to be the most influencing factors influencing
buying behaviour. Price, brand awareness and accurate information were also found to be
the most influencing factors in this process. Also, income level, marital status, occupation
and religion of women were found to be having no effect on their buying behaviour.
Thus, besides age other demographic factor had little or insignificant impact on the
buying behaviour.

Sophie and Schroder (2013)104: This research analysed the valuation of a brand by
understanding the multisensory cognition, emotional decision making and psychological
engagements which effected the psychological behaviour of consumers with the brand.
The research was conducted through focus group interviews with Danish consumers
representing European mindset. It was found that the brand equity for the brand ANF can
be sustained and a positive multiple sensory stimulus was found to be available at an
unconscious cognitive psychological level.

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Islam et. al. (2014)105: Their research investigated the customers‟ perception in buying
decision toward local apparel products and data was collected from 200 respondents who
used the local brands of apparel like Cat's Eye, Yellow, Westecs, Artisti, Aarong and
Anjans, Plus point, Rex, Artness. It was found that the customers desired product quality,
comfort, price, functional and aesthetic look, offer and discount and many other key
buying factors suitable for them when visiting a brand showroom.

Ha et. al. (2014)106: Their study examined factors that influence consumer purchase
decision of private label food products. Online survey and interview method was used to
collect data and it was concluded that brand related activities like advertisement and word
of mouth were not significant factors which influenced purchase intentions. Price and
quality were found to be the most influencing factors for the purchase decision. Females
and low income group consumers were found to be more impulsive in buying low price
private label products. Perception, attitude, purchase intention and demographic factors
influenced consumers‟ purchase decision of low price private brands. However, for food
products, price-quality relationship was found to be the most important factor. High value
for products was found to be achieved when the high consumer perception about the
quality and price was matched with their expectation. Dissatisfaction of consumers with
the brands created a risk of having negative impact on their purchase decision.
Furthermore, females were found to be buying more of low priced private labels as
compared to males earning low income who tend to buy more of low priced private level
as compared to the male consumers earning high income.

Waheed (2014)107: This research studied the key determinants of consumer‟s response to
product offers. A comprehensive model with seven independent variables was
determined. Consumers‟ level of education and income level were found to be the major
predictors of consumer behaviours as compared to others like marital status, birth month,
credit card debt, preferred breakfast as well as age have lesser affect over response to
product offer comparatively income level and education. Different types of consumer
responses towards product offer were found in context of level of education and income
level. Consumers having high income level were found to be more responsive to product
offers as compared to those who earn less per month. Consumers with high income had
adequate saving and surplus amount to spend on such extra product offerings, while the
consumers having limited earnings were not found to be paying anything extra against
product offers.

83
Sharma (2014)108: This research investigated the role of brands in the current scenario
and the preference among the customers towards brands. Brand identity, brand utility and
the preference for brand was considered to be the level for customers‟ satisfaction and the
factors that determine the phenomena. It was suggested that quality control operations
should be effectively modernised so that more and more people should become aware and
more educated about the brand and should give preference to branded products. Mass
media was found to be the biggest source of creating awareness regarding the utility of
the brand of the particular product.

Wagner et. al. (2014)109: Their research focuses on the relation between brand and store
personality and the luxury brand positioning. Secondary sources were used to derive the
data for content analysis of narratives from web pages of the Italian brand Tod‟s as well
as from consumer blogs relating to four Tod‟s flagship stores. It was found that time,
social responsibility and knowledge enhanced explanation of luxury consumption. Also,
consumer interaction with sales persons was found to be critical to consumer experience
of the brand based upon their understanding and expectation of the luxury it represents.

Sadasivan and Rajeswari (2014)110: Their research focused on analyzing the factors
which influences consumer purchase decision at the store outlet and to anlyse the relation
between perception, expectation and satisfaction. A systematic random sample of 500
was taken from Chennai, Tamil Nadu. Systematic random sampling was chosen as the
sampling method using structured questionnaire. It was found that price was the major
driving force for the customer to decide the purchase.

Singh and Kumar (2014)111: Their research aimed to find out the awareness, attitude and
preferences of people towards eco friendly products and to examine the best promotional
tool for its promotion and to find out the factors affecting preference of people towards
these products. Data for the study was collected from the students of Central university of
Himachal Pradesh through random sample technique. It was found that the consumers
were aware of the eco-friendly products and they considered these products „safe‟ for
health/ personal benefits like reduction in electricity bills. Also, these products did not
have any negative impact on the health of user, were easy to handle, safe for environment
and adopted latest technology which further added up to the demand for these products in
the market. Web based advertising (WBA) was found to be the best mode of advertising
for the retailers. Samsung was found to be the second most preferred brand after LG.

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Chopra (2014)112: This research studied purchase behaviour of women to analyse the
factors influencing this behaviour. Based on exclusive survey of shopping attitudes by
GFK custom research, the PLMA survey inquired into the habits of women when they do
grocery shopping, meal preparation and other household tasks. The primary data was
gathered from 125 customers through direct communication and feedback from customer
of Big Bazaar and other mega store. It was found that women take longer buying process
than men due to backward spiral purchase decisions. Men relied on their own personal
assessment while women were found to be relying on personal trust. Following were the
most significant factors that affect the purchase behaviour of women. Women selected the
grocery store on the basis of these factors:

Factor 1: Promotional strategy

Factor 2: Festival offers
Factor 3: Discounts
Factor 4: Availability
Factor 5: Billing Speed
Factor 6: Ambience

Durmaz (2014)113: This research studied influence of psychological factors on consumer

buying behaviour. Interview method was used to collect data from the consumers in
Turkey using random sampling method. It was found that consumers are involved in
shopping as it makes them happy and while shopping sellers are of not much importance
to them. Also, it was found that consumers from various occupations and married men
between the age group of 26-35 years of age were the main consumers in shopping.

Ghafran (2014)114: This research examined the impact of promotional tools like free
sample, reduction in price and social and physical surroundings on the consumer purchase
behaviour in Pakistan. The research was further extended to study the impact of
situational factors i.e. the physical surroundings and social surroundings on the consumer
buying behaviour. Questionnaire method was used to collect data. It was found that free
sample, discounted rate, physical and the social environment played a significant role in
the development of consumer buying behaviour. Also, free sample and physical and
social environment have positive relationship with buying behaviour of the consumer. In
the stores, the consumer preferences included interior and exterior design, selected
soothing music, bright lights, scented environment to mark the occasion had a positive
impact on sales as buyers enjoyed a surrounding with music, shop and product store.

85
Thus, it was found that physical environment is extremely important for consumer
purchases.

Yakup and Jablonsk (2014)115: Their research studied how personal factors such as age
and lifetime, occupation, life style and personality affect the consumer behaviour in
Poland. Data was collected through interviews. It was concluded that maximum number
of consumers go to supermarkets for shopping due to lower prices offered and the
opportunities of credit cards they get as compared to the grocers. Also, mostly mothers
went for shopping in Poland and the factors like brand of the product or service, its
colour, model, guarantee date and the availability of the spare parts were important for
consumers while making the purchase decision. Suitability of the product as compared to
the consumer‟s age and job and the convincing ability of the seller were found to have
major contribution towards finalizing the buying behaviour by the consumer.

Kumar and Thakran (2014)116: Their research focused on consumer buying behaviour
in rural areas of Haryana with special reference to Jind, Sonepat and Panipat. Research
design provided an outline for researcher. The main objective of the study was to study
the consumer behaviour in rural areas in Haryana while purchasing goods and the impact
of occupation, economic condition and culture on consumer buying process. Structured
questionnaire was used to collect data. It was found that most of the buyers in rural areas
are daily workers and seasonal workers. Rural consumers also prefer utility and they want
to buy from nearby kiryana store and street vendors. Most of the buyers are not aware
about the branded products.

Uma and Sasikala (2014)117: Their research focused on factors influencing the buying
behaviour of consumers towards home appliances in Madurai district. Descriptive
research was adopted and sample was collected using area and convenience sampling
using questionnaire method. It was found that brand name had a major role in the
purchase of home appliances and influences the choice of product to the most. Also,
home appliances like Television, Air Conditioner, Refrigerator, Washing Machine and
Mixer Grinder, are now easily exchanged with the new ones unlike the earlier scenario.
The purchase of home appliances and consumer behaviour can be seen as an individual
purchase that was affected by lifestyle and its expression.

Odeh and Rumman (2014)118: Their research was conducted to investigate the impact of
physical elements like ambience, design and social factors in shopping malls on consumer

86
buying behaviour in Jordan. Convenient random sampling was used to collect the data
and a strong relationship was found between physical surroundings and consumer
behaviour. Further this research showed that good physical surrounding will help in
increasing consumer buying via spending more time, money, and satisfaction. The
dimensions of physical surrounding affected consumer buying behaviour.

Beevi (2014)119: This research mainly focused on the buying behaviour of women.
Structured questionnaire was used to collect data, it was found that women were
positively influenced by advertisement that influenced their consumer behaviour. Also,
advertisement provided information about products or services in a persuasive manner. It
motivated the consumer to buy a particular product by giving all the necessary
information required by the consumer. The study revealed that the women consumers
mostly depended on television advertisement that was suitable for illiterate women too.
Also, women customers were strong brand influencers with effect of advertisement and
use of social media.

Dutt and Kashyap (2014)120: Their research was conducted to examine impact of
advertisement on consumer attitude. It was conducted on 237 faculty members in private
colleges in Western U.P. Six independent variables namely consumer psychology,
informativeness, entertainment, good income status, public interactivity, materialism were
used to determine the influence for the study. It was found that informativeness, and
entertainment positively related to consumer attitude towards advertising. Income was
also found to have a positive relation with the advertising. Also, a negative correlation
was found between consumer psychology and attitudes towards advertising. Income and
interactivity with entertainment was found to have a positive role in influencing the
consumer attitude towards any advertisement.

Sharan (2014)121: This research stated that the brands have now moved down its
importance because the consumers look for the lowest prices available and not the brands
anymore. With the growth of income of consumers in metros and tier I cities, aspirations
are driving them to buy more. According to KPMG study, now even wealthy consumers
from industrial families wanted to be the first in the circle to adopt new products. Also it
was found that in cities like Surat, Jaipur, Luckhnow, Nagpur, Coimbatore and Kanpur
are witnessed growth in high income household as compared to metros. In conclusion,
from the facts available through research so done, it was found that consumers have now

87
become more experimental, exercise choice, look for conveniences and tend to buy any
product giving a good deal to them even if it‟s not a branded.

Shih et. al. (2015)122: Their research examined consumer purchase behaviour and their
preferences for different beverages in Tainan, Taiwan. Questionnaires were used to
collect data. The analysis revealed a positive correlation between product attributes and
consumer purchase decision. It was found that younger females liked handmade drinks,
older females liked self-prepared drinks and only younger males liked bottled drinks. The
study also showed that the frequency of the major consumption was 3 to 4 times a week
for handmade drinks; less frequency was for self-prepared drinks. Furthermore, the study
also demonstrated that there was positive relationship and direct impact on consumer
buying behaviour and consumer satisfaction in beverage industry. The group of self-
prepared drink users pays more attention and concern to the healthy and formula drinks
than the group of bottle drink and handmade beverage users.

Shetty and Satyanarayana (2015)123: Their research identified the factors influencing
brand loyalty among newspaper readers. Primary data in multi stage sampling was used in
the questionnaire for the responses. Quality of the product, functional values, trust on
brands and social value were found to be the influencers for loyalty. It was also found that
a sense of patronage in the readers towards the newspaper he/she reads. Brand trust was
found to be the most influential among the four identified variables indicating that in the
modern media environment, trust in journalism was important. Only those newspapers
were valued, which the consumers found trustworthy in the terms of news, views and
analysis that it offers. Further it was found that the functional value did not contribute
significantly in building loyalty and attitudinal loyalty influences positive behaviour of
consumers.

Purohit et. al. (2015)124: Their research examined and identified important online retail
service quality factors, consumer satisfaction and future intention with respect to online
delivery of services. Data was collected from university students who were well aware of
the technology and online service providers or organizations in the market. The value
perceived by consumers and their future intention was also taken into consideration. It
was indicated in the findings that the service quality of online retail industry was very
helpful in order to measure the consumer intentions in case of repeat purchase,
recommending the retailer, switching or shifting to other service providers or retailers. It

88
was found that the quality of service provided by the retailer was the biggest influencing
factor which can help a consumer decide the performance of any retailer and his
satisfaction towards it.

Bapna et. al. (2015)125: Their research stressed on a randomized experiment to test the
existence of casual peer influence on large scale online social network. More than 60%
influence of peer group was found in odds of buying due to the influence which came
from a new friend. Also, it was found that the users who had small number of friends
experienced stronger relative increase in the adoption likelihood due to the influence from
their peers as compared to the users with a large number of friends. They concluded in
this paper that the peer influence was a powerful force in getting users from free to
premium levels.

Zhang (2015)126: This research focused on various studied conducted on brand and band
image to study the impact of brand image on consumer from perspective of consumer
equity. Some recognized brand image as the driving force of brand performance whereas
few elaborated on the relationship between brand image and brand equity. Zhang studied
the point of view given by Keller (1993), Lasser et. al. (1995) and he emphasized that
brand equity came from the customers‟ confidence in brand and giving a positive
correlation between the two. Higher the confidence of a customer in the brand, higher the
price they will be willing to pay for it. He said that confidence is built if brand performs
its functions as designed, social image associated with the brand, consumers‟ recognition
and emotional attachment with owning a brand, and the balance between brand value and
its functionalities. Netemeyer et. al. also noticed impact of brand equity on customer
response to branding campaign and concluded the consumers are found to make buying
decision more on brand image than on product itself. Further it was concluded that the
consumers would think better of a brand as long as the brand image is in line with their
self concept. When the product performance exceeded expectations, customer satisfaction
increased and vice versa, which helped in building brand image as a whole. Few authors
identified store infrastructure, convenience, store service and sales activities as the
components for building brand image which further helped in predicting customer
satisfaction thus leading to brand loyalty.

Sriram et. al. (2015)127: Their research studied the roles of the level and variability in
quality in retaining customers for a new service. High variability leads to higher

89
termination rates whereas high average quality helps in retaining customers. Model free
evidence was given in the presence of (a) an interaction effect between average service
quality and its variability on termination rates, (b) customer learning about service quality
over time, and (c) a slower rate of learning among households that experience high
variability. Variability in quality was considered an important variable while inferring the
impact of improvements to average quality while the interaction effect between average
quality and variability was found to be overestimation or underestimation of quality
improvement elasticity amongst high and low variability households. The firms which
were able to focus on quality improvement efforts were found to be more responsive to
consumer expectations.

Kumar and Chaubey (2015)128: Their research tried to find out product attributes that
influence decision making in purchasing and to know the consumer preferences and new
features that they expect while buying a mobile phone. Data was collected using
questionnaire method from 151 consumers using convenience sampling technique in
Dehradun. The study indicated that consumers gave due consideration on product
attributes as compared to functional factors while purchasing mobile handsets. The
consumer preferences were found to be almost the same with the functional attributes
across demographic status of respondents. Further no significant difference was found on
the preference of product as well as functional attributes by the customers of different
income level, education and occupation level.

Krishna and Chalam (2015)129: Their research attempts to understand the attitude of
consumers towards online purchasing goods and services. It was found that the behaviour
of consumers was dependent on the marketing effect, product characteristics, familiarity,
environment, confidence and promotional offers. Government was found to be playing a
key role in increasing internet usage and by providing more secure online transactions by
formulating consumer friendly laws. The consumers were found to be inclined to use
those sites that made them more familiar to the products offered. They have confidence
on promotional offers only on environment friendly sites.

Talay et. al. (2015)130: This research is focused on the understanding of managing brands
in the global marketplace and finding relationship between global brand architecture and
market based performance and to anlyse the effect of culture on this relationship. Data
was collected from a set of 165 brands of automotives operative across 65 countries from

90
the year 2002-2008. It was found that the global brands performed better in the
marketplace than their non global counterparts. Furthermore culture values were found to
be providing boundary conditions for this relationship.

Thompson and Chmura (2015)131: Their research analyzed the affect of cultural values
on loyalty program choice as firms expand abroad. Cultural differences were found to be
influencing consumers belonging to the countries that were high in power distance values
while consumers low in individualism preferred loyalty programs that offered rewards.
Consumers belonging to countries from low masculinity values and low in uncertainty
avoidance values were found to be preferring unrelated rewards. It was also indicated in
the results that the consumers belonging to countries from high masculinity values and
high levels of uncertainity shunned loyalty programs preferred immediate promotional
offers.

Jadhav and Khanna (2016)132: Their research attempted to examine the factors
influencing online shopping behaviour of college students. Data was collected from 25
college students using convenience sampling method by depth interviews. It was found
that availability, low price, promotions, comparison, convenience of shoppers, service
given by sellers, ease of use, attitude, consciousness of time, trust and variety seeking
were the main factors influencing for online shopping.

Ueasangkomsate and Santitteerakul (2016)133: Their research was conducted to study

the intention and attitude of consumers towards organic foods in Thailand. Questionnaire
method was used to collect data from 316 respondents. Results revealed that health was
the main criterion to choose organic foods followed by attitude of the consumers with
local origin, environment and safety of food. Welfare of the animals was found to be the
latest attribute recognized by consumers. A positive correlation was found amongst five
attribute and intention in the purchase of organic foodstuff. Health and food safety were
the last two aspects which are correlated with the buying intention.

Bowman (2016)134: This research focused specifically on relationships between parents

and children and how this relationship affects consumer behaviour of children. Inter-
generational consumer patterns were studied to examine the relationship amongst
consumer socialization, parental influence on decision of children. Student relationship
with mothers was classified as strong or moderate while relationship with fathers seemed

91
to be significantly weaker; the father/daughter dyad actually offered the highest levels of
influence, both normative and informative. Mothers and daughters were the second
strongest dyad, but the fathers and daughters gave is a beating, although not significantly.
Daughters reflected the feelings listed towards their fathers through the heavy influence
fathers had on their purchasing decisions. Parental influences on specialty purchases, as
expected, consistently reported the highest mean. However, there was only a significant
difference between specialty purchases and hedonic purchases.

Linda (2016)135: This research examined the relationship between exposure to

multicultural spokespersons and its impact on consumer attitudes and purchase intentions.
It was found that the use of racially-targeted ads increased the persuasiveness of the
campaign of consumers from the targeted racial group. Results from their study suggested
that the utilization of multicultural advertising will influence consumer attitudes and
behaviours across the board because multicultural marketing strategies will be received as
more reflective of the on-going demographic changes in our society.

Garrido et. al. (2016)136 This research analysed the influence of perceived quality in
determining the role of displays, perceived risks and advertising flyers in one of the
largest computer retailers in Europe. Observation survey method was used to collect data
and it was found that both displays and advertising flyers on sales influenced quality
perception. Also, the extrinsic quality perception was found to be effected due to the
brand name heuristic. On the other hand, intrinsic factors improved the effect of
advertising flyers which was more related to systematic decision making processing.

Waters (2016)137: This research examined the ability of a retail company in portraying
their brand personality through frontline customer service workers by examining the
effects of faults of failure of service and alignment with the brand on the intentions of
customer to repurchase from the same retailer. Electronic survey was conducted to collect
data from 176 respondents. Higher repurchase intentions were not found in case of
customer service employee who were aligned with high end brand personality. Whereas
where the fault of the firm due to failure was there and the customer service employee
was aligned with the brand she/he represented. In such cases they showed even higher
repurchase intentions.

Karoui and Khemkhem (2016)138: Their research aimed to predict the factors affecting
the consumer behaviour related to Islam. The theory of post modern tribalism (neo

92
tribalism) was used to explore the psychosocial traits of Islamic consumers. It was
concluded that though religion was found to be have a significant influence on Islamic
consumer behaviour but this was not found to be the only factor affecting their behaviour. It
was found that the consumers felt proud and happy after purchasing a product referring and
symbolizing their Islamic community.

Shrestha (2016)139: This research investigated the influence of lifestyle and social media
on the purchase of smart phones by young consumers between the age of 18-35 years in
the market of Kathmandu, Nepal. Survey and interview method was used to collect the
data for the same. It was found that majority of the consumers for smart phones were
from the age group of 21-25 years. The most preferred brand was Samsung followed by I
phone due to the better features given by these phone. It was also found that the influence
of friends and family as reference group and social media had a positive impact on the
purchase of smart phones. Quality and the technology were the other important aspects in
its purchase. Positive correlation was found to be there between change in income and
purchase of smart phones. The consumers for smart phones preferred buying the same
form the authorized sellers than the local retailer due to the trust element involved.

Kumar and Narayanan (2016)140: This research focused on the impulse buying
behaviour of consumers in terms of socio economic factors and at multi brand outlets and
retail outlets. The study covered 400 respondents. It was found that consumers of
different age groups showed different impulse shopping behaviour and at the same time
men were found to be more impulsive in shopping than women. No major changes were
found in the impulse buying behaviour of the consumers with the change in their monthly
family income. Also, the impulse buying behaviour was found to be present within the
outlets with same brands than the outlets of other retail categories.

Jana (2016)141: This research was conducted to examine the relationship between
customer satisfaction and progressive phases of loyalty in mid-market hotel Precinct and
to examine the effects of brand image and cost switching and its effect on loyalty. A
strong positive impact of customer satisfaction was found with cognitive loyalty, at the
same time no effect was found on the cognition and loyalty of consumers for hotel sector.
A direct significant effect of brand image was found on levels of loyalty and customer
satisfaction. Negative correlation was found between cognitive loyalty; customer
satisfaction and customer satisfaction: action loyalty. At the same time, the relation
between the customer satisfaction and affective loyalty was considered as positive one.

93
Goyal and Shiva (2016)142: This research was conducted to investigate the relationship
between various factors affecting the behaviour of students towards mid-section cars in
Ludhiana. It was found that students were more keen on the price of cars rather than other
attributes like horse-power or seating capacity and maintenance of the car. They were
found to have preference for spending more on purchasing the car than on car
maintenance. Fuel efficiency of the car was considered to be the next important factor,
thus showing a positive correlation with the buying intentions of the young consumers.

To sum up, some research studies have been conducted to study consumer behaviour and
many factors have been studied, nationally and internationally and various results were
found in different researches. But, some research gaps were found in these studies and to
overcome these gaps, the current research was carried out. Following gaps were found in
pre-existing research on consumer behaviour:

i. No study has been conducted to study the consumer behaviour in major cities of
Punjab.
ii. The influence of extrinsic factors on consumer behaviour has not been studied in
the past.
iii. The influence of intrinsic factors on consumer behaviour has not been studied in
the previous studies.
iv. The frequency of purchase of branded readymade garments has not been analyzed
in the previous researches.
v. No study has been conducted in the rural areas of Punjab to study the consumer
behaviour.
vi. No study has been conducted to study the influence of marital status and gender in
the consumer behaviour.

In order to fill in these gaps, the present study has been conducted.

94
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The chapter includes the need, scope, objectives of the study and the hypothesis
formulation. It gives the description of the sample, source of data and measurement of
variables used in the study. Further, it explains the research methodology that has been
adopted to fulfill the objectives. Concluding the chapter, the limitations of the research
undertaken have been mentioned. We are living in “the branded era”. From a review of
pre-existing literature, it appears that while there are many studies on brands and branded
garments, no study on this topic offers a comparative analysis of major cities of Punjab
and Chandigarh. The present study may thus become one of the many bricks required to
bridge the gap between research needs and research efforts made so far. Research design
is the basis for exploring research gaps in existing data, to provide valuable information
to frame need, scope and objectives for any study. This may help fine tune the
methodology, analytical tools etc. along with the methodological weaknesses if any.
Thus, it is very helpful in carrying out a research plan successfully by providing the
empirical and logical basis for drawing conclusions. The design is a systematically
prepared plan for guiding research. Present research seeks to study cognitive behaviour of
consumers towards branded readymade garments using a structured questionnaire.

3.1 NEED OF THE STUDY:

“Consumer is the king” underscores importance of consumer for every business. Every
individual has different taste and preferences due to influence of internal and external
factors. For some internal factors like perception, attitude etc. matter more while for
others external factors - income, peer group, family etc. play major role. As compared to
even recent past, we see a noticeable change in tastes and preferences of buyers. Demand
for readymade garments has increased many folds. It is very important to understand the
factors responsible for this and to know the exact reasons for growth in the demand for
branded garments. To boost the demand of branded readymade garments, the sellers have
been making lots of efforts in giving the best quality, after sales services, good product
characteristics etc. which has shown the inclination of the buyers due to the increased
level of satisfaction received by them.

Internal factors like learning, beliefs, attitudes, motivation and perception and external
factors including peer groups, family, income, status and cultural factors influence
consumer behaviour. Marketers and advertisers need to understand what lies behind the
change in the demand of branded garments, so that they can plan their marketing and
advertising strategies to attract more and more consumers.

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Behaviour of every individual consumer needs to be studied to understand the reasons of
individuals’ choice of one particular brand over another. In our fast changing economy
we notice continuous change and shift in demand of consumers towards readymade
garments. Main focus of the present research is to understand factors responsible for
change in consumer behaviour and factors influencing change in individual preferences.
In order to explore undefined areas and variables, there is need to examine consumer
behaviour in context of extrinsic and intrinsic factors and the role of frequency of
purchases made by them in it. Also, the main focus of the study is to analyse consumer
behaviour in major cities of Punjab, which has so far remained unexplored.

3.2 STATEMENT OF THE PROBLEM:

The concept of consumer behaviour is not a new term but keeping in view the emerging
trend of consumers towards branded readymade garments, this study has been initiated.
The consumers of all age groups, educational and occupational background are, now a
days getting inclined towards the branded “era”. There are many factors which affect the
choice of brand and thus their buying behaviour towards branded readymade garments.
The influence of these factors might differ from person to person and situation to
situation. It has become essential for the marketers to understand, the most influencing
factor that can be helpful in determining the buying behaviour of the consumers. There
are few factors which are intrinsic, internal and some may be extrinsic or external. The
present study focuses on the study of major factors influencing the buying behaviour of
the consumers. The area so covered includes the major cities of Punjab, i.e. Amrtisar,
Jallandhar, Patiala, Ludhiana, Chandigarh and Mohali. The problem is listed below:

“ANTECEDENTS OF COGNITIVE MAKEUP IN CONSUMER BEHAVIOUR

TOWARDS BRANDED READYMADE GARMENTS”

3.3 SCOPE OF THE STUDY:

This era has truly become the “branded” era. The rate at which individuals tend to
purchase and use branded garments has increased many folds. Tremendous change
witnessed in this sector depends on intrinsic and extrinsic factors discussed earlier. The
consumer behaviour has been changing rapidly over the years and now recently a major
trend has been witnessed in the buying behaviour of the consumers towards products of
various brands specially the branded luxury garments. Many branded readymade
garments are available in the market but a very mixed response is seen in consumers

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purchase behaviour. It is also expected that the cognitive make up of consumers towards
branded readymade garments is different in different areas and the consumers having
different income, age group and educational background will have a different and a varied
purchase behaviour towards the same. This research basically deals with questions
relating to the factors influencing purchase of branded garments by consumers. What
factors influence purchase of branded garments? What is the role of age, income and
occupation on such purchase decisions? How and what intrinsic and extrinsic factors
affect behaviour of consumers while buying branded readymade garments? These were
the major issues addressed in this study. In this research, emphasis was on factors
influencing consumer behaviour. Also, an effort was made to know the factors behind
consumer behaviour and role thereof on purchase decision of branded readymade
garments. Such research is helpful in understanding the needs of consumers. It can help a
marketer know demand and preference of consumers so that required alterations can be
made in the product to ensure continuous demand of their product in the market. This
research seeks to help understanding the influence of social, cultural, psychological and
personality factors on the consumer buying behaviour. This research also seeks to help
the marketer and the society at large. Field survey was for this study was conducted
during year 2014-15 in major cities of Punjab including Patiala, Ludhiana, Jalandhar,
Mohali, Amritsar and Chandigarh. Though many studies have attempted to analyse
consumer behaviour, a study comprising all intrinsic and extrinsic factors namely,
situational, group, culture, social and product quality and features as extrinsic factors and
motivation, perception, cognition, learning, belief, attitude and personality. These have
not yet been studied for the areas of Punjab so covered in this research i.e. Patiala,
Amritsar, Jalandhar, Mohali, Ludhiana and Chandigarh. These have been taken into
consideration here. These areas are fast developing and have higher per capita income
compared to other cities of Punjab1. These have been taken into consideration due to the
high level of development in education, infrastructure and consumer awareness in these
cities. Also, these are fast growing cities as far as development and advancement is
concerned. The cities were found be high in GDP and more educated class and high
income group people reside here2. It is hypothised that the consumers in these cities have
more earning power and are more inclined towards the purchase of branded readymade
apparel. These cities represent the major markets of Punjab; hence results obtained from
this research can be generalized to the other parts of the country too.

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3.4 OBJECTIVES OF THE STUDY:

The main purpose of the present study is to identify factors affecting consumer behaviour
towards the purchase of branded readymade garments. The statement of issue under study
is “Antecedents of cognitive consumer behaviour towards branded readymade garments”.
This broad objective has been further delineated into the following sub objectives:

i. To analyse the relationship between demographic factors and consumer behaviour.

ii. To determine the influence of intrinsic factors on the consumer buying behaviour
towards branded garments
iii. To study the impact of extrinsic factors on the consumer buying behaviour towards
branded garments.
iv. To conclude and suggest thereof to the manufacturers of branded readymade
garments to consider the intrinsic as well as extrinsic factors influencing the buying
behaviour of consumers in particular and all other manufacturers in general.

3.5 HYPOTHESES:

Research cannot proceed with ignorance; researchers must have some idea about the new
aspects likely to be discovered. Only then, they can proceed to see if the idea so
conceived by is true or not. It is necessary to have hypothesis so that the researcher can
get some guidance to move on. Based on the review of literature, objectives of the study,
following hypothesis have been formed to understand the various aspects of factors
influencing the consumer buying behaviour.

It is hypothised that:

H01 There is no significant relationship between Demographic factors and

consumer behaviour.
H02 There exists no influence of intrinsic factors on the consumer buying behaviour
towards branded garments.
H0 3 There is no impact of extrinsic factors on the consumer buying behaviour
towards branded readymade garments.

3.6 RESEARCH METHODOLOGY:

It is an essential requirement to apply and adopt a scientific approach for any study.
Sampling element, techniques of sampling, size of sample, data collection and analysis

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has been discussed with this assumption. Data is collected using quota sampling and
judgemental sampling and convenience sampling is also used to collect the data for this
research.

3.6.1 SOURCE OF DATA:

Both primary and secondary data have been used to collect the data to accomplish the
objectives of the study. The present study is mainly a primary probe and is based on a
survey of selected consumers with the help of interview schedule. Secondary data is also
used to accomplish the present study.

 SECONDARY DATA:

Secondary data is essential to complete understanding of marketing concept, its

operationalisation and implications. So the first and foremost step in the research involves
collection of secondary data from all the possible sources which effects the theme of the
present research directly or indirectly. Publications, journals, magazines, books, statistical
reports, data based on internet are used to collect data from secondary data. Review of
literature is the guideline for the analysis of data, which is also helpful in finding the
answer of research question in order to value and compare the primary data.

 PRIMARY DATA:

A structured questionnaire is used to collect the data in the form of consumer responses
which is of immense importance and the backbone of the study. It has been prepared to
get the information from the consumers who purchase branded readymade garments.
They are the consumers who live in particular cities. In order to study their choice
regarding garments, factors affecting the consumer behaviour have been taken into
consideration.

3.6.2 QUESTIONNAIRE:

The main primary data has been collected using questionnaires. The most important
primary data has been collected using questionnaires to be filled up by the respondents.
Data has been collected to study and record the influence of various factors on the
consumer buying behaviour.

Following has been the highlights of the questionnaire:

 In order to acquaint the researcher with the demographic profile of the sample, i.e.
respondents under the study, data in respect of the following has been collected

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 from the respondents: occupation, age, gender, marital status, qualification, size of
family, income level, residential area, the age group to which their children belong
to and educational qualification.
 To know about the factors influencing the consumer buying behaviour, the
respondents have been asked questions relating to the following:
 Questions have been asked relating to intrinsic factors
i. Perception
ii. Motivation
iii. Beliefs and attitude
iv. Cognition
v. Personality
vi. Learning
 Questions relating to extrinsic factors have also been incorporated:
i. Situational factors
ii. Reference group
iii. Cultural factors
iv. Lifestyle
v. Social class and roles
vi. Product features

 RELIABILITY OF QUESTIONANIRE:

The completeness of questionnaire is checked the preliminary check of the entire

questionnaire. The test Retest method is the feasible approach in order to work out the
reliability of the questionnaire. Besides consistency to questions responses, the accuracy
of the question responses to the interview are also taken into consideration while talking
about the reliability of the questionnaire. Before administering the questionnaire to the
entire population, it is tested on a sample of 50 respondents. After a gap of fifteen days,
the respective questionnaire is again administered on the same sample. The responses
given by the respondents in the second administration is compared with that of thte first
and it is found that the percentage of responses nearly similar to the first. Thus, the
reliability of the questionnaire is taken to be satisfactory.

 INFORMAL DISCUSSIONS:

In order to have the first hand information regarding the major factors influencing the
purchase behaviour of the consumers in Jallandhar, Amritsar, Patiala, Ludhiana,

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Chandigarh and Mohali, the data has also been collected through interviews with
consumers with different background, age group and income and educational level who
buy branded readymade garments. In order to have an authentic data, personal visits are
made to some of the branded stores and outlets are also done. Furthermore, informal
discussions are also done in order to cross examine the data so collected through
questionnaire method and to gather the extra required information for the study.

 PERSONAL OBSERVATIONS:

It is also found in the process of research, that there is some information which is either
not at all disclosed or not correctly revealed by the consumers, in such a case, the
personal observation method is followed to collect the required or incomplete information
of consumers. A close proximity on the grounds of reality is done for the information
which is not correctly or completely revealed by the consumers, by making close
observations by the investigator. This method proved to be quite helpful in assessing and
validating the data so collected in the aforesaid cities.

3.7 SAMPLING ELEMENT:

The study is carried out in Jallandhar, Amritsar, Patiala, Ludhiana, Chandigarh and
Mohali. The target consumers are the ones who wear branded readymade garments. The
consumers from the age groups of more than 18 years who buy branded readymade
garments for themselves or for their family are taken into consideration. This is because, a
person who has attained the age 18 years is considered as major to take their own
decisions. The consumers from different occupations, income and family background are
taken into consideration. A balanced sample of males and females and consumers from
urban and rural background are taken.

3.8 SAMPLING PROCEDURE:

Purposive, quota and judgment sampling methods have been used in the present study.
The elements of the population have been selected taking into consideration the following
factors:

 The questionnaires are given only to those consumers who buy branded
readymade garments.
 Due care has been taken to select the respondents of different demographic
features, i.e., age, occupation, education, income etc. by using judgmental
sampling. Thus, the sample comprises of 6* 100= 600 respondents.

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  Due representation has been given to the consumers from rural and urban areas,
males and females
 The consumers who are found to be less educated or illiterate or could not
understand English, the questions are personally read out and explained to them to
take their responses.

The sample comprises of 600 consumers, 100 each from Jallandhar, Amritsar, Patiala,
Ludhiana, Chandigarh and Mohali who buy branded readymade garments. The sample
size of 100 has been selected keeping in view that the sample should be representative of
the whole population. These are the most developed cities of Punjab wherein the
respondents are educated and aware of the upcoming brands in the market.

3.9 TOOLS AND TECHNIQUES OF DATA COLLECTION:

Keeping in view the nature of the study, the data collected have been analysed and
interpreted with the help of the following methods:

 STATISTICAL METHODS:

The backbone of any research is the use of statistical methods used in the collection,
organization, analyzing and interpretation of the data. The following statistical methods
have been used in the present research:

 DESCRIPTIVE STATISTICAL TOOLS:

The descriptive statistical methods are used to describe the total characteristics of the
sample population. Generalization to a particular group of individuals observed or studied
is limited. The nature of a particular group is studied through the statistical analysis based
on the computation of descriptive statistical measures. Following statistical techniques are
used under descriptive statistical study:

 ARITHEMETIC MEAN:

Arithmetic mean is used in this research to calculate the mean of all the quantitative
variables. It has been used to observe the responses of the respondents towards the factors
affecting their buying process. It is the most popular and widely used measure of
representing the entire data by one value. It is calculated by adding all the items and then
by dividing the total by the total number of items. It is calculated by using the following
formula:

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 ∑
X

Where,
X = Arithmetic mean
X= the variable in the equation
N= Total number of observations

 MEDIAN:

Median is used to calculate the value of all the quantitative variables used in the present
research. Median is the value of the variables which divides the group into two equal parts,
one part comprises of all the values greater and the other all values less than median.
N 1
Median =
2
 MODE:
The mode or the model value is that in a series of observation which occurs with the
greatest frequency. It is the value which has the peak frequency density in its
surrounding area. In the present study, mode has been calculated to compute
coefficient of Skewness.
 MEASURE OF DISPERSION:
Dispersion has been used to estimate the quantitative measures in the research.
Dispersion measures the extent to which the items vary from the central value. The
term dispersion is used to indicate the facts that within a given group, the items differ
from one another in size or there is lack of uniformity in their sizes. Standard
deviation has been used to study the dispersion.
 STANDARD DEVIATION:
Standard deviation has been used to find out the absolute dispersion in the
respondents towards the factors influencing their buying behaviour. In addition, it has
been used to analyse the major factors influencing the same. The standard deviation is
the most commonly used indicator of degree of dispersion and is the most dependable
estimate of variability in the population as a whole. It is also known as root mean
square deviation as it is the mean of the squared deviations from the arithmetic mean.
It is computed using the following formula:

 x  x 
2


n 1

where, x denotes sample mean, x is the mean of data set, n is the number of data points

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 MEASURES OF SKEWNESS OR ASYMMETRY:

Skewness of a distribution shows the deviation of the distribution from the symmetry. A
normal curve is a perfectly symmetrical curve. A distribution in which more than half of
the area under the curve is to be right side of the mode, is known as positively skewed
distribution, it is denoted by Mode < Median < Mean. Whereas, wherein more than half
of the left side of the curve is towards left side of the curve, it is known to be negatively
skewed distribution, it is denoted by Mean< Median<Mode. The measures of skewness
has been used in this research to find out the direction and extent of symmetry in a given
frequency distribution. In the present study, skewness has been calculated by means of
Karl’s Pearson’s Coefficient of Skewness. It has been used using following formula:

Skp=

Where, Skp= Karl Pearson’s coefficient of Skewness

In practice, the value given by this formula is rarely very high and usually lies between
±1. When a distribution is symmetrical, the coefficient of skewness is zero. The
coefficient of skewness is zero. The coefficient has a plus sign if the distribution is
positively skewed and will have a minus sign, in case the distribution is negatively
skewed.

 KURTOSIS:

Kurtosis is the extent or degree to which a distribution is more peaked or flat topped than
the normal curve. The measure of degree of flatness or peakedness in a region about
mode of frequency curve relative to the normal distribution is known as Kurtosis.
Playkurtic distribution is a distribution, when it is flatter than the normal. Whereas, when
the frequency distribution is more peaked than the normal curve, it is known as the
leptokurtic. Mesokurtic distribution occurs when it is almost like the normal curve i.e. it
is neither too flat nor too peak. It is used in the current research to see the peakedness or
flatness of the distribution.

 INFERENTIAL STATISTICAL TOOLS: (PARAMETRIC AND PARAMETRIC

TEST):

Both parametric and non parametric tests have been used. In non parametric tests, no
assumptions about the population from which samples are drawn are made. These non

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parametric tests are very popular in behavioural sciences. The tests used for the testing of
hypothesis are as under:

 TEST FOR NORMALITY:

Normality of data is checked by Kolmogorov–Smirnov test. For normally distributed

data, means are compared using Student’s t-test (for two groups) and One way ANOVA
(for more the two groups). For not normality distributed data, Median is compared using
Mann–Whitney test (for two groups) and Kruskal Wallis test (for more than two groups).

 t TEST:

t test is used for testing the differences between means of two independent samples. It has
been used to find out the difference in the factors influencing consumer buying behaviour.

statistics  hypothesiz ed value

t
estimated s tan dard
Estimated standard error
error of of
thethe statistic
statistic

 ANNOVA (F TEST):

A composite procedure in order to test the difference between several samples

simultaneously is known as ANNOVA or analysis of variation. It is helpful in
determining whether any difference between means of the given samples exists or not.
Variance can be in two forms:

I. Within Group Variance: It is the average variance of the members of each group
around their respective group means, i.e. the mean value of the scores in a sample.

Or

II. Between Group Variance: It represents the variance of group means around the
total or the grand mean of all the groups i.e. the best estimate of the population
mean.

 n Y  Y 
2
1 i

K  1
Where,
Yˉi= Sample mean in the ith group
N1= Number of observations in the ith group

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 Yˉ= Overall mean of the data
K= Number of groups

The “unexplained variance” or “within the group” is

 n Y j  Yi 
2
1 i

NK
Where,
YIJ = jth observation in the ith out of K groups
N= Overall sample size
This f statistics follows the F distribution with K-1, N-K degree of freedom under the null
hypothesis. If the value of the F test is greater than 0.05 level of significance, the
difference between the sample means is said to be significant with the hypothesis.

 POST HOC TEST:

ANNOVA test is helpful in telling us about the difference between the groups but does
not tell us about the difference between any two groups. It is possible by using the post
hoc tests by making pair wise difference between any two groups. As post hoc tests are
done to confirm where the differences occurred between groups, they should only be run
when one has to show pair wise group difference. In the present research, Post Hoc test is
used to analyse the significant difference in the mean scores of any variables between two
groups. The examination of differences between pairs of groups after the completion of
global analysis is the Post hoc test. It attempts to control the experiment wise error rate
(usually alpha= 0.005) in the same manner that one way ANNOVA is used, instead of
multiple t tests. It has been calculated as:

HSD=
√

Where,
M=Treatment group mean
n= Member per treatment/ group

 CHI SQUARE TEST:

Chi square is an important non parametric test and as such no rigid assumptions are
necessary in respect of this type of population. It requires only thet degree of freedom for
using this test. In the resent study, Chi square test is applied to study the relationship
between qualitative variable and for analyzing the opinion of the respondents regarding

118
different factors. It has also been used to study the views of respondents about the major
factors affecting their buying behaviour.

 CHI SQUARE TEST OF INDEPENDENCE:

It enables to ascertain how appropriately the theoretical distribution such as Binomial,

Poisson and normal etc. fit into empirical distribution. It is used to know the factors
influencing consumer buying behaviour. The test has been used to study the relationship
between demographic variables of respondents and factors affecting consumer buying
behaviour. It describes the magnitude of differences between observed frequencies and
the expected frequencies under certain assumptions. It is used to estimate the likelihood
that some factors other than the chances account for the observed relationship. Since the
null hypothesis states that there is no relationship between the variables under the study,
the chi square test evaluates the probability that the observed resulted from chance factor.
The equation for chi square is as follows:

 O  E 
2
2
X =
E
Where,
X²= Chi Square
O= Observed frequency
E= Expected frequency

 FACTOR ANALYSIS:

Factor analysis is a multivariate statistical technique used to condense and simplify the set
of large number of variables to a smaller number of variables called factors. It helps in
producing a number of factors from a large number of variables which are capable of
explaining the observed variance in the large number of variables. It is helpful and
identifies the underlying factors that determine the relationship between the observed
variables and provides an empirical classification scheme of clustering of statements into
groups, i.e. factors. The relationship between these interrelated variables are examined
and represented in terms of few factors, which helps in the grouping of variables having
similar characteristics together. As factor analysis helps in producing a number of factors
from large number of variables which are capable of explaining the observed variance in
the large number of variables. This research has used this tool for identifying the factors
influencing the consumer buying behaviour towards branded readymade garments.

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In order to identify the factors affecting consumer buying behaviour, a scale comprising
of thirty statements each in intrinsic factors and extrinsic factors have been taken to
identify the factors influencing the consumer buying behaviour towards branded
readymade garments.

These statements are measured on 5 point Likert scale with five responses i.e.

i. Strongly disagree
ii. Disagree
iii. Neutral
iv. Agree
v. Strongly agree

Exploratory Factor Analysis has been used to construct the factor and validity of the
questionnaire. All statistical tests are tested at two-tailed level of significance (p ≤0.01
and p≤0.05).

 PEARSON CORRELATION:

It is a measure of linear dependence of two variables, X and Y. The value lies between +1
and -1, wherein 1 shows the positive correlation and -1 is the negative correlation and 0
shows that there exists no correlation in the coefficients of variables. The correlation
coefficient between a variable and itself is always 1. The correlation coefficients above
and below the principal diagonal are the same. A correlation matrix is a lower triangle
matrix showing the simple correlation, r, between all possible pairs of variables included
in the analysis. The diagonal elements which are all 1 are usually omitted. To study the
relationship within different parameters, Pearson’s correlation for normally distributed
data and Spearman rank correlation has been used for data which is not normally
distributed.

3.10 KAISER- MEYER- OLKIN (KMO) MEASURES OF SAMPLING

ADEQUACY:

The Kaiser- Meyer- Olkin (KMO) Measures Of Sampling Adequacy is a catalogue used
to examine the appropriateness of factor analysis. A high value (between 0.5 and 1.0)
indicates that the factor is appropriate. Whereas, a value below 0.5 implies that factor
analysis may not be appropriate.

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BARLETT’S TEST OF SPHERICITY:

Barlett’s test of Sphericity is a static test which is used to examine the hypothesis that the
variables in the population are not correlated. In other words, the population correlation
matrix is an identity matrix, each variable correlates perfectly with itself (r=1), but has no
correlation with the other variables (r=0), Barlett’s test is an indication of the strength of
the relationship among variables.

3.11 RELIABILITY TEST AND VALIDITY OF INSTRUMENTS:

Cronbach’s alpha (α) is a measure of internal consistency. It is commonly used as an

estimate of the reliability of a psychometric test for a sample of examines. For the present
study, Cronbach’s Alpha reliability test has been conducted to see the consistency and
reliability of the information. As the maximum responses are recorded on five point
Likert scale, Cronbach’s Alpha test of reliability has been the best choice.

Cronbach’s Alpha test of reliability coefficient normally ranges from 0 and 1. The most
commonly used rule of thumb for describing internal consistency using Cronbach’s alpha
is as follows, however a greater number of items in the test can exaggerate the results and
thus it has to be used carefully.

Table- 3.1 Table Showing Consistency of Results for Cronbach’s Alpha

Cronbach’s Alpha Internal consistency

α ≥ 0.9 Excellent

0.8 ≤α <0.9 Good

0.7 ≤ α< 0.8 Acceptable

0.6 ≤ α <0.7 Questionable

0.5 ≤ α < 0.6 Poor

α < 0.5 Unacceptable

By applying Cronbach’s alpha for the present analysis, the results indicates the instrument
is reliable as alpha value is more than 0.9 in all cases. The consistency is excellent as the
alpha value is above 0.9.

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On the basis of responses so received from the consumers, factor analysis has been done
in order to extract the factors from observed variables which influence the consumer
buying behaviour towards branded readymade garments.

 Simple Percentage Analysis: Percentages are calculated to draw the inferences.

It is scientific and perfect analysis. In the current study, it has been used to support
the inferences drawn by using above stated statistical analysis.
 Diagrammatic And Graphic Methods: The data collected has been analysed as
per the requirement of the study using charts such as column charts, pie charts etc.

 EIGEN VALUES:

The Eigen values represents the total variance explained by each factor. The sum
of Eigen values cannot exceed the number of items in the analysis, since item
contributes one to the sum of variances.

 FACTOR LOADING:

These are the simple correlations between the variables and the factors.

 FACTOR LOADING PLOT:

It is a plot of original variables using the factor loadings are coordinates.

 PERCENTAGE OF VARIANCE:

The percentage of the total variances attributed to each other.

 RESIDUALS:

Residuals are the differences between the observed correlations as given in the
input correlation matrix and the reproduced correlations as estimated from the
factor matrix.

 SCREE PLOT:

A scree plot is a graph of Eigenvalues against the number of factors in order of

extraction. The graph is useful for determining how many factors to be retained.

 DIAGRAMMATIC METHODS:

To give a clear view of the data and to facilitate comparison between two or more
variables, pie charts and bar diagrams have been used in the present study.

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 PIE CHARTS:

While making comparisons, pie charts have been used on a percentage basis in the
present study.

Category

Series 1
Series 2
Series 3
Series 4

Figure- 3.1: Pie Chart Sample

 BAR CHARTS:

Bar charts i.e., simple, multiple an sub divided bar diagrams are used in the present study
at various places as per the requirement.

5
4.5
4
3.5
3 Series 1
2.5 Series 2
2 Series 3
1.5
1
0.5
0
Series 1 Series 2 Series 3 Series 4

Figure- 3.2: Bar Chart Sample

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3.12 LIMITATIONS OF THE STUDY:

The present study is conducted to analyze the factors influencing the consumer buying
behaviour towards branded readymade garments. The following limitations are there
while conducting this research:

 The study has been conducted with the help of primary collected through
questionnaires. A culture of silence was very much visible as a part of their
behaviour, participants did not feel free to answer questions regarding their family
details, business and family income.
 As a researcher, one of the biggest problems faced was incomplete and wrong
information and poor responses to some questions which could not be avoided. In
certain cases, respondents were found reluctant to the assurance given to maintain
secrecy of data, yet desired results could not be achieved.
 This research covers six intrinsic and six extrinsic factors, but consumer behaviour
is influenced by many other factors, these are not the exclusive factors influencing
consumer behaviour.
 The scope of the study is limited to only six cities, thus it cannot be applied to the
whole Punjab.
 It is not possible to cover each and every consumer in the available span of time
which is very less.
 With the changing time, the consumer behaviour is changing rapidly, so the
results interpreted from this study are not applicable for the entire span and can
not be believed to be true in all the related studies.
 The factors considered under this study are not exclusive, the factors affecting
consumer behaviour keep changing from time to time. So the results may vary
from research to research and other factors can also be considered.
 Further, time and cost factors did not permit the researcher to cover all the
relevant issues relating to consumer buying behaviour.

To sum up, this study is conducted to study the influence of extrinsic and intrinsic factors
on the consumer buying behaviour, in order to study the relation between the frequency
of purchase and consumer behaviour. A primary study is conducted to collect the data
through questionnaires from the six selected cities of Punjab, namely Chandigarh, Patiala,

124
Mohali, Ludhiana, Amritsar and Jallandhar. A sample of 100 from each city has been
taken. Data has been collected using quota and judgmental sampling. These cities are
selected as these are the most developed cities with highest GDP in Punjab. Different
tests are used to analyse the results so obtained from the data so collected.

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The present chapter studies the demographic profile of the respondents under study to
seek the impact on consumer buying behaviour towards branded readymade garments in
various cities under consideration, i.e., Jallandhar, Patiala, Chandigarh, Ludhiana,
Amritsar and Mohali. This chapter shows the age group, education level, income level,
family size and type, marital status, occupational level, gender, age of children and their
residential background, in order to have a thorough review of the respondents involved in
the research. The market is divided on the basis of demographic factors like age, gender,
family size, religion and language. Demographic characteristics affect the purchase
behaviour of every individual. In the present scenario, the age of a person, income may
affect the number and types of information sources used. For example: a taxi driver and a
clerk may be the same but their purchase of dresses and other discretionary products may
differ. Educated respondents seek more information and better quality products.
Composition of household and stage in the family life cycle also influences the purchase
behaviour of the individual. Younger generation of the urban areas with resources to get
complete information, such as the internet often make online purchases for certain type of
products. Age, gender, education, occupation, income, marital status, family size etc. are
known as demographic factors. These characteristics affect the purchase and consumption
behaviour of persons. The demographic considerations have made it necessary to divide
the market into sub categories such as child market, teenage market, youth market, and
senior citizen market. Similarly, marketers also look at markets from the income
category: low-income group, middle-income group, high-income group, and dual income
households. It is the income that affects the purchases as it helps in determining how
much an individual can afford to spend for a particular product or a brand. Demographic
factors include individual customers’ age, gender, educational background, occupation,
income, marital status, family size, etc. These factors play a vital role in deciding the
consumer cognition and behaviour. These characteristics have a direct impact on
consumer behaviour, it is very important for the marketers to follow them closely.
Demographic considerations have made it easier for the marketers to divide the market
into various segments based on the age group or gender or the educational background of
the consumer. It is important to highlight the demographic profile of the respondents who
buy branded readymade garments in order to study the level of impact of these factors.
The various variables that have been taken into consideration for analysis of consumer’s
profile are gender, age, education, occupation, income, marital status, age of children,
family structure etc.

126
 DEMOGRAPHIC PROFILE OF RESPONDENTS:

Demographics are the quantifiable statistics of a given population. Demographic variables

show ongoing trends, such as shift in age, gender and income distribution. These are also
used to identify the study of quantifiable subsets within a given population categorizing
that population at a specific point of time. It is an essential exercise in making
generalizations about the group of people.

The researcher has typically two objectives:

a) To determine what segments or subgroups or segments which exist in the overall

population.
b) To create a complete and clear picture of the typical member of each segments.

4.1 DISTRIBUTION OF RESPONDENTS ON THE BASIS OF CITY:

The consumer preference for branded readymade garments is influenced by the city in
which they live in. The city in which they live influences their values, lifestyle and
behaviour of their society.

Table- 4.1: Table Showing Distribution of Respondents on the Basis of City

Cumulative
City Frequency Percent Valid percent
percent

Chandigarh 100 16.67 16.67 16.67

Mohali 100 16.67 16.67 33.34

Jallandhar 100 16.67 16.67 50.01

Patiala 100 16.67 16.67 66.68

Ludhiana 100 16.67 16.67 83.35

Amritsar 100 16.67 16.67 100

Total 600 100 100

Source: Data collected through Questionnaire.

Table 4.1 and figure 4.1 shows the distribution of respondents on the basis of city. It
clearly shows that an equal sample has been taken from each city to maintain uniformity
in results regarding the sample size.

127
 Figure- 4.1:Figure Showing Distribution of Respondents on the Basis of City

Chandigarh
Mohali
Jalandhar
Patiala
Ludhiana
Amritsar

The above table shows that the sample of the present study comprises of 600 respondents,
100 each from Chandigarh, Mohali, Jallandhar, Patiala, Ludhiana and Amritsar who shop
for branded readymade garments.

4.2 DISTRIBUTION OF RESPONDENTS ON THE BASIS OF GENDER:

Men and women have different attitude and behave differently based partly on genetic
makeup and partly on socialization. For example women tend to be more communal
minded and men tend to be more self expressive and goal oriented; women tend to take
more of the data in their immediate environment whereas men tend to focus on the part of
the environment that helps them to achieve a goal. A male consumer has a different
buying behaviour than the female buyer. Firstly the demand would be gender based and
secondly females and males both have their own criteria of judging a product or a brand
without any reasoning behind the same. The preference of a product or a brand over the
other is different both for the males and the females. The females consider many factors
while making a purchase decision such as the economic state of the family, demand of the
product or the urgency of the need of the product whereas the male consumer think the
other way round wherein the demand of the product by their parents or kids or wife plays
the major role as compared to another factor. Some products have been positioned as
more masculine or more feminine. Allen Solly, Van Huesen, which were primarily
concerned with mens’ clothing have now launched their range for apparel for women. On
the other hand, Emami launched a new fairness cream, Fair And Handsome targeted
exclusively at men and this process created a new product category. In shopping also,
there tends to be difference in the behaviour and choices by men and women. In South

128
Asia, women play an important role in buying food, groceries and daily household need
products. In the same manner, some of the traditionally more male oriented markets, such
as automobile industry are beginning to recognize gender segmentation and are changing
the way they design and sell cars. Women shop differently for cars than men they are
more interested in environmental impact, care more about the interiors than exterior
styling and view safety in terms of the features that help survive an accident than
handling to avoid an accident. In order to classify the population on the basis of
composition of the sample involved in the study. The distribution of sample on the basis
of gender has been done. An effort has been made by the researcher to have an almost
equal amount of male and females under the study.

Table- 4.2 (a): Table Showing Distribution of Respondents on the Basis of Gender

Gender Frequency Percent Cumulative percent

Male 276 46 46
Female 324 54 100
Total 600 100

Table 4.2 (a)and figure 4.2 reveals the gender wise distribution of respondents in each
city. It shows that the sample consisted of 276 (46%) males and 324 (54%) females.The
percentage of females is comparatively high as they go for shopping more frequently than
male respondents.

Figure- 4.2: Figure Showing Distribution of Respondents on the Basis of Gender

Males
Females

129
Different factors influences different individuals in their own way, the gender of the
individual plays a major role in this context. Male and female behaviour is compared in
this study thus both are considered to examine the influence of various factors on
them.Table4.2 (b) shows that the data was collected from the highest number of male
respondents from Chandigarh 58 (21%) and least in case of Ludhiana 36 (13%). As far as
the females are concerned, the highest number of female respondents were found in case
of Ludhiana 64 (19.8%) and the least was in case of Chandigarh 42 (13%).

Table- 4.2 (b): Table Showing City Wise Distribution of Respondents on the Basis of
Gender

City
Gender Total
Amritsar Chandigarh Jallandhar Ludhiana Mohali Patiala

54 58 43 36 50 35 276
Male
(19.6) (21.0) (15.6) (13.0) (18.1) (12.7) (100.0)

46 42 57 64 50 65 324
Females
(14.2) (13.0) (17.6) (19.8) (15.4) (20.1) (100.0)

100 100 100 100 100 100 600

Total
(16.7) (16.7) (16.7) (16.7) (16.7) (16.7) (100.0)
Note: Figures in parentheses depict percentage
Source: Data collected through Questionnaire.

4.3 DISTRIBUTION OF RESPONDENTS ON THE BASIS OF AGE:

Consumer wants and abilities change with age. Age and life-cycle have potential impact
on the patron shopping behaviour of respondents. People buy different goods and services
over a lifetime. Taste in food, clothes, furniture and recreation is often age related.
Consumption is shaped by family life cycle. Delay in marriages, children leaving their
parents behind to work abroad, tendency of working couples for acquiring assets like
house or an automobile in the early stages of career unlike as earlier when such assets
were purchased near the age of retirement. The demand of goods or even a particular
brand differs from person to person as there exists a wide range of respondents of
different age groups. The brands preferred by the youth are not so liked by the
respondents of a middle or an elderly age. Sometimes it so happens that the brand or a

130
product preferred by an individual during his youthful age is not liked by him when he
enters into another phase of his lifecycle. The younger generation prefers spending on a
brand with funky look or something that is in vague in the respondents of their age
whereas elderly respondents prefer buying a brand which gives them a long lasting
benefit or gives them reliability. In such a situation, they prefer buying a brand which
they have tested since long by a continuous usage of the same. They switch a brand very
rarely and only after receiving either dissatisfaction from their current product or
altogether new level of satisfaction from a new brand or a product. Thus marketers also
consider critical life events or transitions like marriage, childbirth, illness, relocation,
divorce, career change, widowhood as giving rise to new needs. For example: television
channels in India indicate segmentation based on age and lifecycle. There are channels
like Aastha or Sanskaar essentially focused on older age generation, cartoon network,
hungama, pogo, Nicklodeon and Disney specifically for children and MTV, FTV, channel
V for youngsters. And channels like Discovery and Geographic for respondents who are
interested in nature, history, science or such interests. In the same manner, Clearsil cream
has been targeted for adolescents, “while Johnsons launched no more tears” shampoo for
kids. The sample of the current study includes the respondents of almost all age groups.
The respondents belonging to the middle age or young age have a different taste towards
branded garments as compared to the elderly respondents. The table 4.3 (a) shows the
different age group to which the respondents involved in the study belongs.

Table- 4.3 (a): Table Showing Distribution of Respondents on the Basis of Age

Cumulative
Age (years) Frequency Percent
percent
18-25 years 177 29.53 29.53

26-35 years 239 39.83 69.36

36-50 years 128 21.34 90.70

Above 50 years 56 9.3 100

Total 600 100

The above data clearly shows that 177 (29.53%) respondents in the sample were found to
be belonging to the age group of 18-25, whereas 239 (39.83%) belonged to the age group
of 26-35 as the respondents of this age group are more keen, aware and interested in

131
buying branded readymade garments. 128 (21.34%) respondents from the age group of
36-50 years and only 56(9.3%) respondents in total were found to be from the age group
above 50 years.

Figure- 4.3: Figure Showing Distribution of Respondents on the Basis of Age

18-25 years
26-35 years
36-50 years
Above 50 years

Table 4.3 (b) shows that the highest number of respondents were found in case of
Ludhiana 32 (18.1%) and least in case of Chandigarh 25 (14.1%) in the age group of 18-
25 years. Amritsar and Chandigarh had the least count 36 (15.1%) in case of respondents
in the age group of 26-35 years and highest in case of Jallandhar 45 (18.8%). Jallandhar
had the least number of respondents in the age group of 36-50 years, 17 (13.3%) and
highest in case of Amritsar and Mohali, 27 (21.1%). Patiala respondents in the age group
of more than 50 years, had the least count in case of Patiala 4 (7.1%) and highest in case
of Chandigarh 19 (33.9%).As far as the total count is concerned, the respondents from the
age group of 26-35 years was found to be highest 239 (39.8%) and least in case of
respondents in the age group of above 50 years, 56 (9.3%).The above figure clearly
shows that the respondents belonging to the age group of 26-35 years are the highest as
they are the most keen and aware of branded readymade garments out of all the age group
categories. The least amount of respondents is found to be from the age group of above
50 years. The elderly group is found to be least, as this age group of respondents is not so
keen and active in the purchase of branded readymade garments.

132
 Table- 4.3 (b)Table Showing City Wise Distribution of Respondents on the
Basis of Age

Age City
Total
(in years) Amritsar Chandigarh Jallandhar Ludhiana Mohali Patiala

18-25 27 25 31 32 27 35 177
years (15.3) (14.1) (17.5) (18.1) (15.3) (19.8) (100.0)

26-35 36 36 45 39 41 42 239
years (15.1) (15.1) (18.8) (16.3) (17.2) (17.6) (100.0)

36-50 27 20 17 18 27 19 128
years (21.1) (15.6) (13.3) (14.1) (21.1) (14.8) (100.0)

Above 10 19 7 11 5 4 56
50 years (17.9) (33.9) (12.5) (19.6) (8.9) (7.1) (100.0)

100 100 100 100 100 100 600

Total
(16.7) (16.7) (16.7) (16.7) (16.7) (16.7) (100.0)
Note: Figures in parentheses depict percentage
Source: Data collected through Questionnaire.

4.4 DISTRIBUTION OF RESPONDENTS ON THE BASIS OF EDUCATION:

The education of the consumer plays a vital role in the purchase behaviour of
respondents. The respondents tend to become more aware of quality and the availability
of branded garments due to the level of education they have. Thus an effort has been
made to have the respondents form different educational background in the present study
which can give the result of the influence of education on the consumer purchase
behaviour towards branded readymade garments. The level of education of a consumer
makes their buying behaviour different from each other even at the same level of income
or age group. A highly educated person at a higher age may have a different purchase
behaviour than a person with low education level.

Table 4.4 (a) shows the distribution of respondents according to the level of their
education. It shows that only 38(6.34%) respondents with education level upto
intermediation buy branded readymade garments whereas 145 (24.16%) respondents are

133
from under graduation level. 305 (50.83%) from post graduation educational background
and 112 (18.67%) of professional background are found to be the respondents purchasing
branded readymade garments.

Table- 4.4 (a): Table Showing Distribution of Respondents on the Basis of

Educational Area

Education level Frequency Percent Cumulative percent

Upto intermediation 38 6.34 6.3
Under graduation level 145 24.16 30.50
Post graduation or
305 50.83 81.33
above
Professional 112 18.67 100
Total 600 100.00

Figure- 4.4: Figure Showing Distribution of Respondents on the Basis of Educational

Area

Upto intermediation
Under graduation level
Post graduation or above
Professional

Fig. 4.4 clearly states that education plays one of the most vital role in the consumer
behaviour as 305 i.e. 50.83% of respondents who buy branded readymade garments have
education level of either post graduation or above as compared to the respondents of
education level of any other category.

134
Table- 4.4 (b): Table Showing City Wise Distribution of Respondents on the Basis of
Education

Education City
Total
background Amritsar Chandigarh Jallandhar Ludhiana Mohali Patiala

Upto 11 6 6 3 12 0 38
intermediation (28.9) (15.8) (5.8) (7.9) (31.6) (.0) (100.0)
Under 31 19 27 37 19 12 145
graduation
level (21.4) (13.1) (18.6) (25.5) (13.1) (8.3) (100.0)

Post 43 47 52 45 53 65 305
graduation
level or above (14.1) (15.4) (17.0) (14.8) (17.4) (21.3) (100.0)

15 28 15 15 16 23 112
Professional
(13.4) (25.0) (13.4) (13.4) (14.3) (20.5) (100.0)
100 100 100 100 100 100 600
Total
(16.7) (16.7) (16.7) (16.7) (16.7) (16.7) (100.0)
Note: Figures in parentheses depict percentage
Source: Data collected through Questionnaire.

Table 4.4 (b) shows that Mohali had the highest number of respondents 12 (31.6%) with
education level upto intermediation and no respondent was found in case of Patiala in this
category of educational level. There were 25.5% (37) respondents in Ludhiana having
educational qualification level upto under graduation which was the highest in this
category whereas least in case of Patiala 12 (8.3%). Post graduation as the level of
education was found as the highest in case of Patiala 65 (21.3%) and least in case of
Jallandhar 52 (17.0%). The number of respondents with professional qualification was
found to be highest in case of Chandigarh 28 (25%) and 15 (13.4%) in case of Amritsar,
Jallandhar and Ludhiana. As far as the total is concerned, highest number of respondents
were found with educational qualification of post graduation or above 305 (50.83%) and
least in case of respondents with education upto intermediation 38 (6.3%).

4.5 DISTRIBUTION OF RESPONDENTS ON THE BASIS OF OCCUPATION:

The occupation of a consumer has vital impact on his shopping behaviour. The
occupation of an individual plays a significant role in influencing his/her buying decision.
An individual’s nature of job has a direct influence on the products and brands he picks
for himself/herself. An individual working on the shop floor can’t afford to wear premium
brands everyday to work. College goers and students would prefer casuals as compared to

135
professionals who would be more interested in buying formal shirts and trousers. A
manager of a corporation is more interested in the purchase of business suits, whereas a
college going youth would prefer to buy jeans and casual wear more. The type of job or a
profession an individual is into also makes a lot of change in his buying behaviour,
depending upon the demand of his job, the type of work he undertakes, his place of work,
profile and the rules and regulations to be followed in the job. A blue collar worker will
buy work clothes, work shoes and lunchboxes. A company president will buy dress suits,
air travel and country club memberships. Marketers try to identify the occupational
groups that have above average interest in their product or services and even tailor
products for certain occupational groups. Computer software companies for example,
design different products for brand managers, engineers, lawyers and physicians. Product
choice is further affected by economic circumstances like spendable income, level
stability and time pattern, savings and assets including the percentage that is liquid, debt
borrowing power and attitude towards spending and saving. Luxury good makers such as
Gucci, Prada and Burberry can be vulnerable to an economic downturn.All these factors
are the determinants of his choice towards a particular brand or a product by the
consumer. For example: An individual practicing law as his profession would always
prefer to buy formal clothes than jeans or any other outfit whereas a person working in a
corporate office has to wear coat and pants or a suit in an office. So even if such a person
likes a particular brand or a product cannot spend on such brands as it won’t suit his
professional requirements as most of his time is spent in the office only. Thus the choice
of a brand is dependent on the occupation of the person. Table: 4.5 shows the least
respondents belonging to professional as occupation 115 (19.17%) which was the highest
and least number of respondents are into “other” occupation 30 (5.0%).

Table- 4.5 (a): Table Showing Distribution of Respondents on the Basis of Occupation

Cumulative
Occupation Frequency Percent
percent
Service 296 49.33 49.33
Homemaker 75 12.5 61.83
Professional 115 19.17 81.0
Student 84 14.0 95
Others 30 5.0 100
Total 600 100.00

136
The respondents who are into service are found to be the largest part of the purchasers of
branded readymade garments i.e. 296 (49.33%) as they have to keep their status matching
with their job profiles. Whereas the category of others wherein the businessmen or
retirees etc are there are at the lowest level as they are not so much into the purchase of
branded readymade garments, they have not much of competition to be with. Students
having limited source of income were also found to be at a lower side at 84 just making
14% after homemaker at 12.5% i.e. only 75 of the total population are the purchasers of
branded readymade garments. Professionals are found to be at 115 (19.17%) of the total
sample, they also tend to be a keen purchaser of branded readymade garments.

Figure- 4.5: Figure Showing Distribution of Respondents on the Basis of Occupation

Service
Homemaker
Professional
Student
Others

Table: 4.5 (b) shows that the least number of respondents belonged to service class in
case of Ludhiana 41 (13.9%) and highest in case of Mohali 61 (20.6%) which further
makes the total of service class respondents the highest of all the categories 296
(49.33%). Patiala and Chandigarh had the least count for homemaker respondents 9
(12.0%). Highest number of professionals as respondents were found in case of Patiala 25
(21.7%) and least in case of Mohali 13 (11.3%). Least number of students were found in
Mohali 8 (9.5%) and highest in case of Chandigarh 19 (22.6%). Whereas, the respondents
involved in “others” category of occupation were highest in case of Chandigarh 10
(33.3%) and none of this category was found in Patiala.

137
Table- 4.5(b): Table Showing City Wise Distribution of Respondents on the Basis of
Occupation

City
Occupation Total
Amritsar Chandigarh Jallandhar Ludhiana Mohali Patiala

49 44 48 41 61 53 296
Service
16.6) (14.9) (16.2) (13.9) (20.6) (17.9) (100.0)

11 9 14 15 17 9 75
Homemaker
(14.7) (12.0) (18.7) (20.0) (22.7) (12.0) (100.0)

16 18 19 24 13 25 115
Professional
(13.9) (15.7) (16.5) (20.9) (11.3) (21.7) (100.0)

16 19 14 14 8 13 84
Student
(19.0) (22.6) (16.7) (16.7) (9.5) (15.5) (100.0)

8 10 5 6 1 0 30
Others
(26.7) (33.3) (16.7) (20.0) (3.3) (.0) (100.0)

100 100 100 100 100 100 600

Total
(16.7) (16.7) (16.7) (16.7) (16.7) (16.7) (100.0)
Note: Figures in parentheses depict percentage
Source: Data collected through Questionnaire.

4.6 DISTRIBUTION OF RESPONDENTS ON THE BASIS OF ANNUAL

INCOME:

As explained in detail earlier also, the rate of income a person earns also is a major factor
behind the purchase behaviour shown by the consumer towards specially the branded
garments. An individual earning a good amount in the form of income tends to be more
inclined towards buying expensive and thus the branded products. Sometimes it is only
because the individual earning hefty amount of income has to maintain the same level of
status as per the income earned by him. Thus all the factors so discussed are
proportionately and directly related to each other.

Table: 4.6 (a) shows that 230 respondents are earning less than 2,00,000 , i.e. (38.34%)
whereas the least percent of respondents are form the income group of more than
10,00,000 (60), i.e. 10% of the total population.

138
 Table: 4.6 (a)Table Showing Distribution of Respondents on the Basis of Annual
Income

Cumulative
Income Frequency Percent
percent

Less than 200000 230 38.34 38.34

200001-500000 203 33.83 72.17

500001-1000000 107 17.83 90.0

More than 1000000 60 10.00 100

Total 600 100.00

Figure- 4.6: Figure Showing Distribution of Respondents on the Basis of Annual

Income

Less than 200000

200001- 500000
500001- 100000
more than 1000000

Fig 4.6clearly states that 230 (38.33%) respondents included in the sample population
having income less than two lacs. 203 (33.83%) respondents were from income between
200001- 500000 107 (17.83%) from income group of 500001-1000000. And (10%) 60
respondents were from the income group above 1000000. An effort has been made by the
researcher to keep the respondents from almost all the age groups under consideration for
the study. This will help to know the consumer behaviour of different annual income
background.

139
Table- 4.6 (b): Table Showing City Wise Distribution of Respondents on the Basis of
Annual Income

City
Total
Amritsar Chandigarh Jallandhar Ludhiana Mohali Patiala

Less 35 29 37 44 41 44 230
than
200000 (15.2) (12.6) (16.1) (19.1) (17.8) (19.1) (100.0)

36 32 48 27 30 30 203
200001-
500000
(17.7) (15.8) (23.6) (13.3) (14.8) (14.8) (100.0)

17 27 13 20 20 10 107
500001-
100000
(15.9) (25.2) (12.1) (18.7) (18.7) (9.3) (100.0)

More 12 12 2 9 9 16 60
than
100000 (20.0) (20.0) (3.3) (15.0) (15.0) (26.7) (100.0)

100 100 100 100 100 100 600

Total
(16.7) (16.7) (16.7) (16.7) (16.7) (16.7) (100.0)
Note: Figures in parentheses depict percentage
Source: Data collected through Questionnaire.

Table: 4.6 (b) shows that highest number of respondents were found in case of
respondents having income less than 2,00,000 i.e. 230 (38.33%) out of respondents of all
categories and the highest count was found in case of Ludhiana 44 (19.1%) and least in
case of Chandigarh 29 (!2.6%). The respondents from Jallandhar witnessed the highest
number of respondents earning income of 2,00,000-5,00,000 i.e. 48 (23.6%) and least in
case of Ludhiana 27 (13.3%). The respondents earning 5,00,000-10,00,000 were found to
be highest respondents in Chandigarh 27 (15.2%) and least in case of Patiala 10 (9.3%).
Out of the whole sample of 600 respondents, the respondents earning more than
10,00,000 were found to be least 60 (10%) and least in case of Jallandhar 2(3.3%) and
highest in case of Patiala 16 (26.7%).

140
4.7 DISTRIBUTION OF RESPONDENTS ON THE BASIS OF MARITAL
STATUS:

There are different stages in a man’s life cycle. An unmarried person will have different
demand and choice of product whereas an engaged person has a different choice and
opinion than a married man having kids as their demand will be more dominated by his
kids’ choice or demands. Married females tend to think about the family income, the
demand and the requirement of the product as a whole whereas the unmarried female ten
to buy a product of their own choice, they don’t have to consider the mood of their in-
laws, husband or children while making a purchase decision. At the same time a married
man makes a purchase decision keeping in mind his income, family members and the
need of the product whereas an unmarried male individual prefers to buy something most
in style or recommended by his friends. The sample study is composed of both married as
well as unmarried respondents to have a better and comparative understanding of the
influence of various factors with respect to the marital status of the respondents.

Table- 4.7 (a): Table Showing Distribution of Respondents on the Basis of Marital
Status

Cumulative
Marital status Frequency Percent
percent

Married 370 61.67 61.67

Single 230 38.33 100

Total 600 100.00

Table 4.7 (a) shows 370 (61.67%) married respondents and 230 (38.33%) unmarried
individuals were taken into consideration for the study. The married respondents have a
different behaviour as compared to the unmarried ones. The size of sample for married
respondents is taken on a higher size because married respondents tend to have more
influence of various factors as compared to unmarried respondents as the influence of
family and reference groups, income, children can help the researcher have a broader
picture of the factors influencing their purchase behaviour towards branded readymade
garments.

141
 Figure- 4.7: Figure Showing Distribution of Respondents on the Basis of Marital
Status

Married
Unmarried

Table- 4.7 (b): Table Showing City Wise Distribution of Respondents on the Basis of
Marital Status

Marital City
Total
Status Amritsar Chandigarh Jallandhar Ludhiana Mohali Patiala

62 64 64 58 63 59 370
Married
(16.8) (17.3) (17.3) (15.7) (17.0) (15.9) (100.0)

38 36 36 42 37 41 230
Single
16.5% (15.7) (15.7) (18.3) (16.1) (17.8) (100.0)

100 100 100 100 100 100 600

Total
(16.7) (16.7) (16.7) (16.7) (16.7) (16.7) (100.0)
Note: Figures in parentheses depict percentage
Source: Data collected through Questionnaire.

The above table: 4.7 (b) shows that Jallandhar and Chandigarh had the highest married
respondents 64 (17.3%) and least number of married respondents was found in case of
Ludhiana 58 (15.7%). As far as the unmarried respondents are concerned, Chandigarh
and Jallandhar had the least number of respondents 36 (15.7%) and highest was in case of
Ludhiana 42 (18.3%).

142
4.8 DISTRIBUTION OF RESPONDENTS ON THE BASIS OF AGE OF
CHILDREN:

The age group of the children in the family of respondents under study is also taken into
consideration. The children also influence the purchase behaviour and choice of goods in
branded readymade garments. Children of today are more aware of the brands and the
variety and options available in the market, so the purchase behaviour of the respondents
will be influenced or even changed by the decision and choice of the brands by their
children.

Table- 4.8 (a): Table Showing Distribution of Respondents on the Basis of Age of
Children

Age of Cumulative
Frequency Percent
children(years) percent

Less than 2 years 217 36.17 36.17

2-4 133 22.17 58.34

4-6 91 15.17 73.51

6–8 79 13.16 86.67

Above 8 years 80 13.33 100

Total 600 100.00

The age of the eldest child in the family is taken into consideration in case there are more
than one child in the family. The reason behind this is that usually the eldest child of the
family has the final say in the family decision making in the buying process of branded
readymade garments.

Number of children in the family is taken into consideration irrespective of the fact
whether the consumer is married or unmarried, the consumer has given the details of the
number of children in the family. Thus the chart clearly depicts that 217 (36.17%)
respondents in the sample children upto the age of less than 2 years in their family. 133
(22.17%) have kids in the age group of 2-4 years and 91 (15.17%) respondents had
children in the age group of 4- 6 years. The children in the age group of 6 - 8 years are 79
(13.17%) and 80 (13.33%) had children of more than 8 years, as shown in table: 4.8 (a).

143
 Figure- 4.8: Figure Showing Distribution of Respondents on the Basis of Age of
Children

less than 2 years

2 -4 years
4 -6 years
6 -8 years
above 8 years

Table- 4.8 (b): Table Showing City Wise Distribution of Respondents on the Basis of
Age of Children

City
Total
Amritsar Chandigarh Jallandhar Ludhiana Mohali Patiala
Less 27 36 35 40 34 45 217
than 2
years (12.4) (16.6) (16.1) (18.4) (15.7) (20.7) (100.0)

2 -4 31 14 24 16 29 19 133
years (23.3) (10.5) (18.0) (12.0) (21.8) (14.3) (100.0)

4-6 22 21 19 9 7 13 91
years (24.2) (23.1) (20.9) (9.9) (7.7) (14.3) (100.0)

6 -8 7 12 14 18 17 11 79
years (8.9) (15.2) (17.7) (22.8) (21.5) (13.9) (100.0)
8 years 13 17 8 17 13 12 80
and
above (16.2) (21.2) (10.0) (21.2) (16.2) (15.0) (100.0)

100 100 100 100 100 100 600

Total
(16.7) (16.7) (16.7) (16.7) (16.7) (16.7) (100.0)
Note: Figures in parentheses depict percentage
Source: Data collected through Questionnaire.

Table:4.8 (b)shows that Patiala had the highest number of respondents who did not have
children 45 (20.7%) and Mohali had the least number of respondents with children of less

144
than 2 years, 34 (15.7%), thus making the respondents without any children highest
amongst all the cities to be highest 217 (36.17%). 14 (10.5%) of families from
Chandigarh had children from 2- 4 years of age and the highest number of respondents in
this category were found in case of Amritsar 31 (23.3%). Respondents with children from
4 – 6 years were the least in Mohali 7 (7.7%) and highest in case of Amritsar 22 (24.2%).
Ludhiana had the highest number of respondents having children in the age group of 6-8
years, 18 (22.8%) and Amritsar had the least of this count 7 (8.9%) thus making this
category the highest of all the age groups of children 79 (13.17%). The highest number of
respondents having children above 8 years was found in Chandigarh and Ludhiana 17
(21.2%) and the least in Jallandhar 8 (10%).

4.9 DISTRIBUTION OF RESPONDENTS ON THE BASIS OF RESIDENTIAL

AREA:

The residential area in which an individual resides has a direct impact on the choice of
brands and garments chosen. The respondents in rural area are not too much involved in
the purchase of branded readymade garments but due to the improvement of
infrastructure and amenities and the availability of brands in almost all the areas it
became the need of hour to collect the data from the respondents residing in rural areas to
examine the influence of various factors on their purchase behaviour towards branded
readymade garments. The respondents for branded readymade garments are spread across
everywhere. The rural area is no more considered as a rural area because of the
availability of all the options in every area. The rural respondents are more aware due to
the awareness spread through hoardings, radio, television and other means. So the sample
from both the areas has been selected.

Table- 4.9 (a): Table Showing Distribution of Respondents on the Basis of

Residential Area

Residential Cumulative
Frequency Percent
background percent
Rural area 276 46 46
Urban area 324 54 100
Total 600 100.00

Table: 4.9 (a) clearly indicates that 276 respondents are from rural background
comprising 46% of the total sample whereas 324 respondents are from urban background
comprising of 54 % of the total population.

145
 Figure- 4.9: Figure Showing Distribution of Respondents on the Basis of
Residential Area

Rural area
Urban area

As the figure 4.9 clearly shows that 276 (46%) respondents from rural area and 324
(54%) from urban area have been selected for the study. The comparative analysis can be
made between the respondents from different area and the factors influencing them.

Table- 4.9 (b): Table Showing City Wise Distribution of Respondents on the Basis of
Residential Area

City

Residential Total
Area Amritsar Chandigarh Jallandhar Ludhiana Mohali Patiala

58 28 44 51 47 48 276
Rural
(21.0) (10.1) (15.9) (18.5) (17.0) (17.4) (100.0)

42 72 56 49 53 52 324
Urban
(13.0) (22.2) (17.3) (15.1) (16.4) (16.0) (100.0)

100 100 100 100 100 100 600

Total
(16.7) (16.7) (16.7) (16.7) (16.7) (16.7) (100.0)
Note: Figures in parentheses depict percentage
Source: Data collected through Questionnaire.

The data shows that the respondents from rural area were the highest in case of Amritsar
58 (21.0%) and least in case of Chandigarh 28 (10.1%) whereas the highest number of

146
respondents were found in Chandigarh 72 (22.2%) and least in case of Amritsar 42
(13.0%) as per table 4.9 (b).

4.10 DISTRIBUTION OF RESPONDENTS ON THE BASIS OF FAMILY

STRUCTURE:

As compared to the earlier times, the family structure has changed many folds. Earlier
more of joint families were prevalent, now more of extended families are found
everywhere. The type of family to which a consumer belongs also influences his taste and
preference towards a particular brand. The type of family to which a consumer belongs
decides about, who is the decision maker of the family and who can influence the
decision towards branded garments purchased by an individual.

Table- 4.10 (a): Table Showing Distribution of Respondents on the Basis of Family
Structure

Structure of family Frequency Percent Cumulative percent

Nuclear family 193 32.17 32.17
Extended family 354 59.00 91.17
Joint family 53 8.83 100
Total 600 100.00
Table 4.10 (a) shows the highest number of respondents were found in extended type of
families i.e. 354 (59%) of the total sample under study. Nuclear family with a count of 193
(32.17%) was at the second highest followed by joint family 53 (8.83%). The reason behind
the increase in extended families is the change in jobs and the shifting of respondents from
rural to urban areas.
Figure- 4.10: Figure Showing Distribution of Respondents on the Basis of Family
Structure

Nuclear family
Extended family
Joint family

147
 Table- 4.10 (b): Table Showing City Wise Distribution of Respondents on the Basis
of Family Structure

City
Total
Amritsar Chandigarh Jallandhar Ludhiana Mohali Patiala

42 30 34 24 34 29 193
Nuclear
(21.8) (15.5) (17.6) (12.4) (17.6) (15.0) (100.0)

52 60 56 65 56 65 354
Extended
(14.7) (16.9) (15.8) (18.4) (15.8) (18.4) (100.0)

6 10 10 11 10 6 53

Joint (100)
(11.3) (18.9) (18.9) (20.8) (18.9) (11.3)

100 100 100 100 100 100 600

Total
(16.7) (16.7) (16.7) (16.7) (16.7) (16.7) (100.0)
Note: Figures in parentheses depict percentage
Source: Data collected through Questionnaire.

Table 4.10 (b) shows the highest number of respondents, belonging to nuclear families
were found in Amritsar 42 (21.8%) whereas the least count was found in Ludhiana 24
(12.4%). Patiala and Ludhiana had the highest number of respondents from extended
families 65 (18.4%) and least in case of Amritsar 52 (14.7%). The least number of
respondents from joint families were found in Amritsar and Patiala 6 (11.3%) and highest
in Ludhiana 11 (20.8%).

4.11 DISTRIBUTION OF RESPONDENTS ON THE BASIS OF FREQUENCY OF

PURCHASE:

The frequency or the number of times a consumer buys branded readymade garments is
also taken into consideration. The present study categorizes the frequency of purchase
viz.every week, monthly, every six months or once in a year. The frequency of purchase
will be helpful in deciding about their preference towards branded readymade garments
with respect to other factors under consideration.

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 Table- 4.11 (a): Table Showing Distribution of Respondents on the Basis of
Frequency of Purchase

Cumulative
Frequency of purchase Frequency Percent
percent

Every week 36 6 6

Monthly 208 34.67 40.67

Once in every six months 272 45.33 86

Once in a year 84 14 100

Total 600 100.00

The above table 4.11(a) clearly shows that only 36 (6%) respondents buy branded
readymade garments once in a week and 84 (14%) respondents buy just once in a year.
Most of the respondents were found to be buying the branded readymade garments either
monthly i.e. 208 (34.67%) or every six months 272 (45.33%) which was found to be the
highest of all the categories of respondents.

Figure- 4.11 -Figure Showing Distribution of Respondents on the Basis of Frequency

of Purchase

Every week
Monthly
Once in every six months
Once in a year

149
Table - 4.11 (b): Table Showing City Wise Distribution of Respondents on the Basis
of Frequency of Purchase
City
Total
Amritsar Chandigarh Jallandhar Ludhiana Mohali Patiala
6 9 2 6 8 5 36
Every week
(16.7) (25.0) (5.6) (16.7) (22.2) (13.9) (100.0)

46 25 20 40 44 33 208
Monthly
(22.1) (12.0) (9.6) (19.2) (21.2) (15.9) (100.0)

Every six 31 55 59 46 35 46 272

months (11.4) (20.2) (21.7) (16.9) (12.9) (16.9) (100.0)

Once in a 17 11 19 8 13 16 84
year (20.2) (13.1) (22.6) (9.5) (15.5) (19.0) (100.0)

100 100 100 100 100 100 600

Total
(16.7) (16.7) (16.7) (16.7) (16.7) (16.7) (100.0)
Note: Figures in parentheses depict percentage
Source: Data collected through Questionnaire.

Table:4.11 (b) shows the least number of respondents buying branded garments once in a
week were found in Jallandhar 2 (5.6%) and the highest in case of Chandigarh 9 (25%).
The respondents buying branded garments monthly were the least in case of Jallandhar 20
(9.6%) and highest in case of Amritsar 46 (22.1%). Least number of buyers making the
purchase of branded garments every six months were found in Amritsar 31 (11.4%) and
highest in case of Jallandhar 59 (21.7%) and once in a year purchases were made the least
in respondents from Ludhiana 8 (9.5%) and highest in Jallandhar 19 (22.6%).The
respondents making purchase of branded garments every six months were found to be
highest 272 (45.33%) and least in case of respondents purchasing every week 36 (6%).

 ANALYSIS AND INTERPRETATION OF EXTRINSIC FACTORS

AFFECTING CONSUMER BUYING BEHAVIOUR FOR BRANDED
READYMADE GARMENTS

In order to analyze the objectives of the study, a scale was formed comprising of thirty
one variables which were further divided by dividing thirty one variables each in intrinsic
factor and extrinsic factor. These statements were measured in five point Likert scale ie:

150
 a) Strongly disagree
b) Disagree
c) Neutral
d) Agree
e) Strongly disagree

On the basis of responses received from respondents, factor analysis has been done in
order to extract the factors from observed variables which affect the consumer behaviour
towards the purchase of branded readymade garments.

4.12 DESCRIPTIVE STATISTICAL ANALYSIS OF FACTORS AFFECTING

CONSUMER BUYING BEHAVIOUR TOWARDS BRANDED
READYMADE GARMENTS:

Table 4.12 (a) explains the descriptive statistical analysis of factors affecting consumer
buying behaviour towards branded readymade garments. The table shows the values of
mean, standard deviation, Skewness and kurtosis for thirty variables. Further, the table
shows the highest mean for reference group (28.638) in case of extrinsic factors and least
in case of motivation (12.472). The total influence of extrinsic factors is found at
117.005.

Table- 4.12 (a): Descriptive Statistical Analysis of Extrinsic Factors Affecting

Consumer Buying Behaviour towards Branded Readymade Garments

Belief
Situational Motivation Reference and Social Perception Extrinsic
attitude
N 600 600 600 600 600 600 600

Mean 23.417 12.472 28.638 24.145 19.910 19.798 117.005

Median 24.000 13.000 29.000 24.000 20.000 20.000 119.000

Std. Deviation 3.7224 3.6283 3.8356 3.3897 3.596 3.645 15.1304

Skewness -.910 .005 -.672 -.892 -.863 -.877 -.573

Std. Error of
.100 .100 .100 .100 .100 .100 .100
Skewness
Kurtosis 1.657 -.616 1.001 1.834 .558 .533 .964

Std. Error of
.199 .199 .199 .199 .199 .199 .199
Kurtosis

Minimum 7.00 4.00 9.00 8.00 8.00 8.00 45.00

Maximum 30.00 20.00 35.00 30.00 25.00 25.00 150.00

151
Furthermore, the calculated values of standard deviation reveal high variation in the
factors influencing the consumer buying behaviour towards branded readymade garments.
In case of Skewness, most values are concentrated on the right of the mean with extreme
values to the right, so it can be said that the distribution is skewed negatively. In case of
kurtosis, the calculated values are less than three which reveals that the distribution is
playkurtic, flatter than the normal distribution with a wider peak. The probability for
extreme value is less than for a normal distribution and the values are wide spread around
the mean.

Learning is the most influencing factor (28.695) in the purchase of branded readymade
garments. Personality is found to be the least influencing factor (11.992) in case of
intrinsic factors thus showing that learning is the most important factors which affect the
buying behaviour for branded readymade garments. The total influence of intrinsic factors
is found at 113.098, as shown in table: 4.12 (b).

Table- 4.12 (b): Descriptive Statistical Analysis of Intrinsic Factors Affecting

Consumer Buying Behaviour towards Branded Readymade Garments

Product Life
Culture Cognition Personality Learning Intrinsic
quality Style
N 600 600 600 600 600 600 600
Mean 13.158 16.027 19.203 11.992 12.678 28.695 113.098
Median 13.000 16.000 19.000 12.000 13.000 29.000 115.000
Std. Deviation 3.398 2.198 3.049 1.773 1.517 3.761 13.549
Skewness .062 -.428 -.375 -.676 -1.068 -.653 -.480
Std. Error of
.100 .100 .100 .100 .100 .100 .100
Skewness
Kurtosis -.561 .242 .211 1.188 3.268 .374 .433
Std. Error of
.199 .199 .199 .199 .199 .199 .199
Kurtosis
Minimum 4.00 8.00 9.00 5.00 4.00 13.00 63.00
Maximum 20.00 20.00 25.00 15.00 15.00 35.00 144.00

4.13 RELIABILITY STATISTICS FOR EXTRINSIC FACTORS:

The results of reliability statistics have been shown in table- 4.13 below. The reliability of
the construct is determined by computing Cronbach’s Alpha. The coefficient Cronbach’s

152
Alpha value of 0.6 is considered acceptable for the exploratory purposes, 0.7 is
considered adequate and 0.8 good for confirmatory purposes.

Table- 4. 13: Reliability Statistics for Extrinsic Factors

Cronbach’s Alpha Based

Cronbach’s Alpha No. of items
on Standardised Items
0.930 0.931 30

The table- 4.13 reveals the Cronbach’s Alpha value based on standardized items as 0.931,
which shows high reliability of the scale. The overall reliability and validity of the scale
as depicted by Cronbach Alpha is well above 0.7, therefore it is valid to use this scale.

4.14 KMO AND BARTLETT’S TEST VALUE FOR EXTRINSIC FACTORS:

The results of the KMO and Bartlett’s test value for extrinsic factors have been presented
in table- 4.14. The results shows the adequacy of the sample so selected for the research.
It accepts the sample adequacy. It ranges from 0 to 1, and the accepted index is over 0.6.
For factor analysis to be recommended suitable, Brelett’s test of Sphericity must be less
than 0.05.

Table- 4.14: Table Showing KMO and Bartlett's Test for Extrinsic Factors
Kaiser-Meyer-Olkin Measure of Sampling Adequacy .937
Approx. Chi-Square 8328.241
Bartlett's Test of Sphericity df 435
Sig. .000

The table – 4.14 above shows that the KMO measure of sampling adequacy is found to be
at 0.937 and Barlett’s test of Sphericity is also found to be within the acceptable range.

4.15 TOTAL VARIANCE OF EXTRINSIC FACTORS:

Table 4.15 explains the total variance, it also shows the extractable extrinsic factors from
the analysis from the analysis along with their Eigenvalues, the percent of variance
attributable to each factor, the cumulative variance of the factors.The table further reveals
that six factors are the most important of all the extrinsic variables under consideration
and shows that the first factor accounts for 35.790%, second 6.911%, third accounts for
5.602%, fourth factor gives 4.490%, fifth factor 3.901%, sixth factor contributes 3.528%.

153
 Table- 4.15: Table Showing Total Variance of Extrinsic Factors

Extraction Sums of Squared Rotation Sums of Squared

Component
Initial Eigenvalues
Loadings Loadings

% of Cumulative % of Cumulative % of Cumulative

Total Total Total
Variance % Variance % Variance %

1 10.737 35.790 35.790 10.737 35.790 35.790 3.880 12.933 12.933

2 2.073 6.911 42.701 2.073 6.911 42.701 3.752 12.505 25.438
3 1.681 5.602 48.303 1.681 5.602 48.303 3.199 10.664 36.102
4 1.347 4.490 52.793 1.347 4.490 52.793 2.951 9.835 45.937
5 1.170 3.901 56.694 1.170 3.901 56.694 2.434 8.112 54.049
6 1.058 3.528 60.222 1.058 3.528 60.222 1.852 6.173 60.222
7 .866 2.888 63.110
8 .785 2.618 65.728
9 .781 2.603 68.331
10 .719 2.396 70.727
11 .690 2.301 73.028
12 .681 2.269 75.296
13 .643 2.144 77.440
14 .560 1.866 79.306
15 .541 1.802 81.108
16 .510 1.699 82.807
17 .489 1.632 84.438
18 .483 1.608 86.047
19 .445 1.482 87.529
20 .438 1.459 88.989
21 .402 1.340 90.329
22 .380 1.265 91.594
23 .363 1.210 92.804
24 .355 1.183 93.987
25 .349 1.164 95.151
26 .331 1.103 96.254
27 .322 1.075 97.328
28 .286 .955 98.283
29 .270 .901 99.184

30 .245 .816 100.000

Extraction Method: Principal Component Analysis

154
4.16 SCREE PLOT SHOWING EXTRINSIC FACTORS:

Figure 4.12 shows the Scree plot showing the graphical representation of Eigen values
against all the extrinsic factors which is further useful in determining how many factors to
be retained.

Figure- 4.12: Scree Plot Showing Extrinsic Factors

Further, it is depicted from the graph that the curve begins to flatten between factor five
and six. Thus all the six factors have been retained.

4.17 COMPONENT MATRIX FOR EXTRINSIC FACTORS:

The table: 4.16 below shows the loadings of thirty variables on the six factors extracted.
The higher is the absolute value of loading, the more the factor is contributing to the
variable. In total six factors were extracted which had the highest score of all.

155
 Table- 4.16: Component Matrix for Extrinsic Factors

Component
1 2 3 4 5 6
Q.15 The service I receive in the store is the
most important aspect for me to decide the .720
physical component of the store.
Q.14 A good natured salesman will motivate I
.720
to buy branded clothes from that store.
Q.28 Increase in income is a motivation for
.707
me to buy luxury brands.
Q.24 Before buying a product, it is important
to know what others think about the people .704
who use these brands or products.
Q.13 The environment (lighting, window
display, mannequins, music, ambience etc.) in
.700
the shop of a brand helps in increasing
preference for that brand.
Q.19 My brand preference is not influenced
.694
by my family and friends.
Q.41 After sale services are worth .674
Q.18 To gift someone, i would prefer buying
a brand liked by me and not by the person to .671
be gifted
Q.27 The brands I wear/ use should reflect the
.670
income group to which I belong to.
Q. 16 The locality of the store influences my
.656
brand preference
Q.12 I think clothes look good when
.644
displayed in the store.
Q.33 While shopping for apparels, I prefer
.641
branded apparels than unbranded apparels.
Q.22 It is mostly up to me whether or not I
am going to purchase a luxury brand in the .635
future or not.
Q.26 Sometimes, I tend to buy certain luxury
brands with exorbitant prices just to make an .631 .422
impression on others.
Q.29 The cultural shift has brought a change
in the decision making process in the .627
household sector.

156
Q.21 I like to know what is new in clothing
.623
even if my friends are uninterested.
Q.25 Status is raised due to the brand. .614
Q.38 I am concerned about low prices, but I
.590
am equally concerned about product quality.
Q.17 Sometimes I prefer a brand because of
the previous good dealings with the store .571 .462
owner
Q.35 Stalls/kiosks of the brand in
malls/market place effects my preference for .559
the brand.
Q.37 Brand name is an important parameter
to judge the quality of the private label of the .521 .458
store.
Q.23 I am inclined to evaluate the substantive
attributes and performance of a brand myself .513
rather than listening to others opinions.
Q.20 I buy luxury brand for satisfying my
personal needs without any attempt to make .493 -.408
an impression on other people
Q.34 The manufacturer’s response to my
.476 .426
complaints affects my brand preference.
Q.39 When shopping for branded clothes,I
compare the prices of different brands to be
sure I get the best value for money.
Q.32 I prefer a brand for the special features
.719
which I expect
Q.30 Convenience of shopping as provided
through tele-marketing and e-marketing helps .503 .613
in increasing preference for the brand.
Q.31 Style is an most important parameter to
judge the quality of the private label of the .491 .538
store.
Q.36 When buying a private label, I look for
.467 .533
value of money also.
Q.40It is wise to buy something on credit if
.410 .408
the options available.
Extraction Method: Principal Component Analysis.
Six components extracted.

157
4.18 ROTATED COMPONENT MATRIX FOR EXTRINSIC FACTORS:

Table 4.17 shows the results of rotated component matrix. The table shows the nine
factors so extracted through factor analysis. The factors on which the variables under
investigation with higher loadings are there are reduced through rotation.

Table-4.17: Rotated Component Matrix for Extrinsic factors

Component
1 2 3 4 5 6
Q. 17 Sometimes I prefer a brand because of the
.716
previous good dealings with the store owner
Q. 15 The service I receive in the store is the most
important aspect for me to decide the physical .677
component of the store.
Q. 16 The locality of the store influences my
.630
brand preference
Q. 14 A good natured salesman will motivate I to
.578
buy branded clothes from that store.
Q.12 I think clothes look good when displayed in
.573
the store.
Q.13 The environment (lighting, window display,
mannequins, music, ambience etc.) in the shop of
.518 .424
a brand helps in increasing preference for that
brand.
Q.20 I buy luxury brand for satisfying my
personal needs without any attempt to make an .754
impression on other people
Q.21 I like to know what is new in clothing even if
.702
my friends are uninterested.
Q.22 It is mostly up to me whether or not I am
going to purchase a luxury brand in the future or .649
not.
Q.18 To gift someone, i would prefer buying a
brand liked by me and not by the person to be .638
gifted
Q.24 Before buying a product, it is important to
know what others think about the people who use .554
these brands or products.
Q.19 My brand preference is not influenced by my
.490 .527
family and friends.

158
Q.23 I am inclined to evaluate the substantive
attributes and performance of a brand myself .480
rather than listening to others opinions.
Q.25 Status is raised due to the brand. .705
Q.26 Sometimes, I tend to buy certain luxury
brands with exorbitant prices just to make an .696
impression on others.
Q.27 The brands I wear/ use should reflect the
.640
income group to which I belong to.
Q.28 Increase in income is a motivation for me to
.587
buy luxury brands.
Q.29The cultural shift has brought a change in the
.564
decision making process in the household sector.
Q.32 I prefer a brand for the special features
.820
which I expect
Q.30 Convenience of shopping as provided
through tele-marketing and e-marketing helps in .748
increasing preference for the brand.
Q.31 Style is an most important parameter to
.720
judge the quality of the private label of the store.
Q.33 While shopping for apparels, I prefer
.417
branded apparels than unbranded apparels.
Q.36 When buying a private label, I look for value
.762
of money also.
Q.34 The manufacturer’s response to my
.595
complaints affects my brand preference.
Q.37 Brand name is an important parameter to
.565
judge the quality of the private label of the store.
Q.35 Stalls/kiosks of the brand in malls/market
.525
place effects my preference for the brand.
Q.38 I am concerned about low prices, but I am
.431 .410 .436
equally concerned about product quality.
Q.40 It is wise to buy something on credit if the
.718
options available.
Q. 39 When shopping for branded clothes,I
compare the prices of different brands to be sure I .700
get the best value for money.
Q.41 After sale services are worth .419
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
Rotation converged in 8 iterations.

159
4.19 COMPONENT TRANSFORMATION MATRIX (EXTRINSIC FACTORS):

Table 4.18 shows the component transformation matrix of the six factors so identified. It
shows the transformation of the selected six factors.

Table- 4.18: Component Transformation Matrix for Extrinsic Factors

Component 1 2 3 4 5 6

1 .527 .495 .454 .337 .324 .228

2 -.112 -.179 -.254 .881 .119 -.317

3 -.095 -.575 .097 -.072 .722 .353

4 -.524 .517 -.393 .093 .149 .522

5 .562 -.259 -.490 .107 -.309 .520

6 -.332 -.242 .570 .292 -.491 .424

Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.

Table 4.18 reports the loading of different statements on identified six factors.

The following components have been derived from rotated component matrix:

 First factor considered for the study under extrinsic factors is situational factors
 Second variable is reference group
 The next factor under the study is social class, roles and status
 Culture and sub culture is the next variable
 The next factor is product feature, quality, price, image, performance of the
product and after sales services
 Sixth factor is lifestyle

4.20 RELIABILITY STATISTICS FOR INTRINSIC FACTORS:

The results of reliability statistics for intrinsic factors have been shown in table: 4. 20.
0.60 is the level which is considered acceptable for exploratory research purposes, 0.70 as
adequate and 0.80 as good.

160
 Table: 4. 19 Reliability Statistics for Intrinsic Factors

Cronbach’s Alpha based on

Cronbach’s Alpha No. of items
standardized items

0.911 0.92 31

4.21 KMO AND BARTLETT’S TEST VALUE FOR INTRINSIC FACTORS:

The following table- 4.20 shows the value of KMO and Bartlett’s test for intrinsic factors.
The table shows that the value is found to be as 0.926 and the value of Bartlett’s test of
Sphericity is also found to be in valid acceptable limit.

Table: 4.20
KMO and Bartlett's Test for Intrinsic Factors

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .926

Approx. Chi-Square 8125.472

Bartlett's Test of
df 435
Sphericity
Sig. .000

The table: 4.20 shows that the value of Cronbach’s Alpha based on standardized items is
found to be at 0.92, which is very well above the valid range, therefore validating the use
of this scale.

4.22 TOTAL VARIANCE OF INTRINSIC FACTORS:

The table: 4.21shows the highest Eigen value at 33.770 which is followed by 7.254% and
the third value is found to be at 6.431.The value of fourth variable is found to be at 4.533
whereas 4.171 and 3.610 are found to be the fifth and sixth variable having the highest
values.

Table 4.19 explains the total variance of intrinsic factors. Further, the table shows the
factors extractable from the analysis along with their Eigenvalues, the percent variance
attributable to each factor and the cumulative values of the factors.

161
 Table- 4.21: Table Showing Total Variance of Intrinsic Factors

Extraction Sums of Squared Rotation Sums of Squared

Component
Initial Eigenvalues
Loadings Loadings

% of Cumulative % of Cumulative % of Cumulative

Total Total Total
Variance % Variance % Variance %

1 10.131 33.770 33.770 10.131 33.770 33.770 4.548 15.159 15.159

2 2.176 7.254 41.024 2.176 7.254 41.024 3.147 10.489 25.647
3 1.929 6.431 47.454 1.929 6.431 47.454 2.907 9.690 35.337
4 1.360 4.533 51.987 1.360 4.533 51.987 2.711 9.038 44.376
5 1.251 4.171 56.159 1.251 4.171 56.159 2.655 8.851 53.227
6 1.083 3.610 59.769 1.083 3.610 59.769 1.963 6.542 59.769
7 .895 2.982 62.751
8 .817 2.724 65.476
9 .778 2.595 68.070
10 .739 2.464 70.534
11 .716 2.388 72.922
12 .657 2.188 75.110
13 .636 2.120 77.230
14 .604 2.013 79.243
15 .560 1.867 81.111
16 .520 1.734 82.845
17 .494 1.648 84.492
18 .474 1.579 86.071
19 .460 1.534 87.605
20 .425 1.416 89.021
21 .411 1.371 90.391
22 .405 1.350 91.742
23 .387 1.290 93.031
24 .359 1.195 94.227
25 .345 1.150 95.377
26 .328 1.092 96.469
27 .291 .969 97.438
28 .279 .930 98.368
29 .267 .890 99.258
30 .223 .742 100.000
Extraction Method: Principal Component Analysis.

162
4.23 SCREE PLOT SHOWING INTRINSIC FACTORS:

Figure 4.13 shows the graphical representation of Eigen values against intrinsic factors is
done through Scree plot. The graph below is useful in the determination of factors to be
retained.

Figure- 4.13: Scree Plot Showing Intrinsic Factors

163
4.24 TOTAL VARIANCE:

Table 4.22 shows the component matrix

Table- 4.22: Component Matrix

Component
1 2 3 4 5 6
Q.51 I think brand with a high price means good
.725
quality as compared to others.
Q.52 I think others make a judgment about me by the
.717
kinds of apparels I wear.
Q.56 I use the products that are in style. .709
Q.50 I feel confident wearing branded clothes. .705
Q.47 I will go for another brand, if the brand which I
.704
want to buy I not available.
Q.48For me, appearance of the product makes an
.696
impact.
Q.49 A brand that is reachable to all perspective
.695
customers is a good brand.
Q.55 I believe this brand has no alternative. .683
Q.66 I remember that on several occasions, I have -
.650
enjoyed using the selected brand to boost my morale. .410
Q.67 For me brand image is an attraction factor. .633
Q.53 Expensiveness of the brand increases the brand’s
-
image for me which in turn increases my preference .619
.469
for the brand.
Q.54Buying a high priced brand makes me feel good -
.612
about myself. .406
Q.57 If I were to buy something expensive, I would
.600
worry about what others would think of me.
Q.64 Luxury brands are one of the sources of my own
.593 .441
pleasure without regard to feelings for others.
Q.70 The complimentary gifts are worth helping mere
.577
member about the purchase of a brand.
Q.43 My brand preference is effected by the sales
promotion discount offer, scratch coupon, lucky draw, .576
free gifts, easy financing of that brand.

164
Q.69 I will shop from more than one store to take
.576
advantage of lower price.
Q.63 The luxury brands I buy must match what and
.563
who I really am.
Q.69I will shop from more than one store to take
.547
advantage of lower price.
Q.62 I have less desire towards luxury brand products
when mass quantities of people consume the same .539 .497
products as me.
Q.61 Only those luxury brands which are preferred by
many people and which meet my quality standards .508 .466
enter into my purchase consideration.
Q.59. I buy luxury brand inconsistent with the
.488
characteristics with which I describe myself.
Q72Purchasing luxury goods can be noticed and
.462
admired by others.
Q71The brand that is known to all, will give a better
.461
quality.
Q. 46 I am willing to pay a premium price for the
.666
limited edition of the luxury brand I prefer the most.
Q.44 My brand preference is effected by the sales
promotion discount offer, scratch coupon, lucky draw, .439 .664
free gifts, easy financing of that brand.
Q.45 I am delighted with the people who generally
.432 .604
use my favorite brand
Q.68 I like to know which brands or products make -
.446
good impression on others .577
Q.58 I will prefer shopping from another shop if the
.480
brand of my choice is not available.
Q.65 I tend to buy a brand which I have been using
.480 .568
for a long time
Extraction Method: Principal Component Analysis.
Nine components extracted.

165
 4.25 ROTATED COMPONENT MATRIX FOR INTRINSIC FACTORS:

Table 4.23 shows the rotated component matrix of all the intrinsic factors. Six factors
were extracted.

 It shows that the first factor extracted is motivation.

 Second is belief and attitude
 The third place is taken by perception
 Followed by cognition at fourth place
 Role and status is at fifth place and
 The sixth variable is found to be as learning.

Table- 4.23: Rotated Component Matrix for Intrinsic Factors

Component
1 2 3 4 5 6
Q.50 I feel confident wearing branded clothes. .733
Q.52 I think others make a judgment about me by the
.725
kinds of apparels I wear.
Q. 49 A brand that is reachable to all perspective
.707
customers is a good brand.
Q. 51 I think brand with a high price means good quality
.685
as compared to others.
Q.48 For me, appearance of the product makes an impact. .630
Q. 47 I will go for another brand, if the brand which I
.586
want to buy I not available.
Q72 Purchasing luxury goods can be noticed and
admired by others.
Q. 53 Expensiveness of the brand increases the brand’s
image for me which in turn increases my preference for .716
the brand.
Q.54 Buying a high priced brand makes me feel good
.677
about myself.
Q.55 I believe this brand has no alternative. .671
Q.57 If I were to buy something expensive, I would worry
.619
about what others would think of me.
Q.56 I use the products that are in style. .410 .613
Q.68 I like to know which brands or products make good
.761
impression on others

166
Q.69 I will shop from more than one store to take
.732
advantage of lower price.
Q.70 The complimentary gifts are worth helping mere
.686
member about the purchase of a brand.
Q.66 I remember that on several occasions, I have enjoyed
.519 .551
using the selected brand to boost my morale.
Q.67 For me brand image is an attraction factor. .483 .495
Q71 The brand that is known to all, will give a better
.457
quality.
Q.46 I am willing to pay a premium price for the limited
.826
edition of the luxury brand I prefer the most.
Q.44 My brand preference is effected by the sales
promotion discount offer, scratch coupon, lucky draw, .763
free gifts, easy financing of that brand.
Q.45 I am delighted with the people who generally use
.701
my favorite brand
Q.43 Festival offers are beneficial on brands. .473
Q.59 I buy luxury brand inconsistent with the
.744
characteristics with which I describe myself.
Q.61 Only those luxury brands which are preferred by
many people and which meet my quality standards enter .687
into my purchase consideration.
Q.58 I will prefer shopping from another shop if the brand
.649
of my choice is not available.
Q.62 I have less desire towards luxury brand products
when mass quantities of people consume the same .615
products as me.
Q.69 I will shop from more than one store to take
.499
advantage of lower price.
Q.64 Luxury brands are one of the sources of my own
.727
pleasure without regard to feelings for others.
Q.65 I tend to buy a brand which I have been using for a
.681
long time
Q.63 The luxury brands I buy must match what and who I
.653
really am.
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
Rotation converged in 7 iterations.

167
4.26 COMPONENT TRANSFORMATION MATRIX FOR INTRINSIC
FACTORS:

Table 4.24shows the component transformation matrix for the nine selected variables.

Table- 4.24: Component Transformation Matrix for Intrinsic Factors

Component 1 2 3 4 5 6
1 .600 .455 .374 .285 .353 .295
2 -.298 -.179 .247 .870 -.021 -.245
3 -.208 .194 -.694 .199 .628 .062
4 -.444 -.038 .556 -.340 .600 -.131
5 .306 -.844 -.025 .038 .290 .329
6 -.466 .097 .087 .070 -.194 .851
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.

To sum up, 54% respondents in the research are females and 46% males. The respondents
in the age group of 26-35 years are the highest, i.e. 39.83% and least in case of
respondents above 50 years, 9.3%. The population comprised of respondents having
educational level upto intermediation is least, 6.34% and highest in case of respondents
having post graduation or above, i.e. 18.67%. The respondents in service are 49.33% and
others as 5.0%. 38.34% of respondents are earning annual income less than 2,00,000 and
10.00% are earning annual income more than 10,00,000. 61.67% respondents are married
and 36.17% have children upto the age of 0 years and 13.33% have children upto 4 years.
54% respondents are from urban area and 32.17% are from nuclear families whereas only
8.83% respondents belong to joint families. Only 6% respondents buy branded
readymade garments every week and 45.33% buy once in six months.

168
The chapter studies the significance of intrinsic factors on the consumer purchase
behaviour towards branded readymade garments. The intrinsic factors so identified are
motivation, perception, cognition, learning, belief and attitude and personality, their
influence with regard to the demographic factors of the consumers in the cities covered
have been examined here.

There has been a dire need to examine the most influencing factor out of all the intrinsic
factors and the extent of their impact on the consumer buying behaviour towards branded
readymade garments. The individual relationship of each and every factor is studied with
the demographic factors.

INTRINSIC FACTORS:

Factor 1 is Motivation and it Includes the Following:

The consumer feels confident wearing branded clothes. The consumer thinks others make
a judgment about me by the kinds of apparels he/ she wears. A brand that is reachable to
all perspective customers is a good brand. The consumer thinks brand with a high price
means good quality as compared to others. For the consumer, appearance of the product
makes an impact. The consumer will go for another brand, if the brand which I want to
buy I not available. This way motivation consists of six statements. Each ranges from
strongly disagree to strongly agree. Thus, the minimum score regarding this factor can be
6 and maximum 30.

Belief and Attitude is the Second Factor which Includes:

Expensiveness of the brand increases the brand’s image for the consumer which in turn
increases their preference for the brand. Buying a high priced brand makes the consumer
feel good about thyself. The consumer believes this brand has no alternative. If the
consumer were to buy something expensive, he/she would worry about what others would
think of him/her. The brand that is known to all, will give a better quality. This way Belief
and Attitude consists of five statements. Each ranging from strongly disagree to strongly
agree. Thus, the minimum score regarding this factor can be 5 and maximum 25.

Third Factor is Considered as Perception which Includes:

The consumer would like to know which brands or products make good impression on
others. The consumer will shop from more than one store to take advantage of lower

169
price. The complimentary gifts are worth helping the consumer remember about the
purchase of a brand. The consumer remembers that on several occasions, he/she have
enjoyed using the selected brand to boost their morale. For them, brand image is an
attraction factor. Perception consists of five statements, ranging from strongly disagree to
strongly agree, thus the minimum score can be 5 and maximum as 25.

Cognition is the Fourth Factor Studied:

The consumer is willing to pay a premium price for the limited edition of the luxury
brand they prefer the most. The brand preference of the consumer is effected by the sales
promotion discount offer, scratch coupon, lucky draw, free gifts, easy financing of that
brand. The consumer feels delighted with the people who generally use their favorite
brand. Festival offers are beneficial on brands. Four statements are included in Cognition
as a factor, thus minimum score achieved can be 4 and maximum at 20, ranging from
strongly disagree to strongly agree.

Fifth Factor is Personality which Includes:

The consumer buys luxury brand inconsistent with the characteristics with which I
describe thyself. Only those luxury brands which are preferred by many people and
which meet the quality standards enter into the purchase consideration of the
consumer. The consumer will prefer shopping from another shop if the brand of
their choice is not available. The consumer have less desire towards luxury brand
products when mass quantities of people consume the same products as them. The
consumer will shop from more than one store to take advantage of lower price. The
fifth factor, i.e., personality consists of five statements thus the minimum score can
be 5 and maximum as 30.

The Sixth Factor under Consideration is Learning and at Includes the Following:

Luxury brands are one of the sources of their own pleasure without regard to feelings for
others. The consumer tends to buy a brand which they have been using for a long time.
The luxury brands the consumer buy must match what and who they really are. The last
intrinsic factor, learning consists of three statements, ranging from strongly disagree to
strongly agree, thus the score may range from 3 as minimum and 15 as maximum.

170
5.1 DESCRIPTIVE STATISTICAL ANALYSIS OF MOTIVATION ON THE
BASIS OF CITY:

The table: 5.1(a) shows the influence of motivation on the buying behaviour of the
consumers towards branded readymade garments. The highest mean is found in case of
Amritsar (12.850) with standard deviation (3.353) and least is found in case of Ludhiana
(11.770) with standard deviation (3.443). The total mean is found at 12.472 with the
standard deviation of 3.628.

Table- 5.1 (a): Descriptive Statistical Analysis of Motivation on the Basis of City

95% Confidence
Std. Std. Interval for Mean
City N Mean Minimum Maximum
Deviation Error Lower Upper
Bound Bound
Amritsar 100 12.850 3.353 .335 12.185 13.515 5.00 19.00
Chandigarh 100 13.090 3.499 .349 12.396 13.784 5.00 20.00
Jallandhar 100 12.570 3.750 .375 11.826 13.314 5.00 20.00
Ludhiana 100 11.770 3.443 .344 11.087 12.453 4.00 20.00
Mohali 100 12.590 3.742 .374 11.847 13.332 6.00 20.00
Patiala 100 11.960 3.864 .386 11.193 12.727 4.00 20.00
Total 600 12.472 3.628 .148 12.181 12.763 4.00 20.00

The table: 5.1(b) shows the value of sum of squares between the groups is at 130.328,
degree of freedom at 5 and the mean square of 26.066. The value of sum of squares
within the groups is found at 7755.190, 594 as the degree of freedom and 13.056 as the
mean square. The total value of sum of squares is found at 7885.518 and 599 as the
degree of freedom. F value is at 1.996 and .077 is the value of significance.

Table- 5.1 (b): ANNOVA Results for Motivation on the Basis of City

Sum of Squares df Mean Square F Sig.

Between Groups 130.328 5 26.066 1.996 .077
Within Groups 7755.190 594 13.056
Total 7885.518 599

The post hoc table: 5.1(c) shows the influence of motivation on the consumer buying
behaviour in various cities and the highest mean is found in case of Jallandhar and Mohali
as well as in case of Ludhiana and Patiala (1.000) with mean difference of -.020 and -

171
0.190 respectively. Significance is found to be highest in case of Mohali and Jallandhar
also (1.000) with the mean difference of 0.020.

Table- 5.1 (c): Post Hoc Results for Motivation on the Basis of City

Mean 95% Confidence Interval

(I) (J) Std.
Difference Sig. Lower Upper
City City Error
(I-J) Bound Bound
Chandigarh -.240 .511 .999 -1.946 1.466
Jallandhar .280 .511 .998 -1.426 1.986
Amritsar Ludhiana 1.080 .511 .485 -.626 2.786
Mohali .260 .511 .998 -1.446 1.966
Patiala .890 .511 .695 -.816 2.596
Amritsar .240 .511 .999 -1.466 1.946
Jallandhar .520 .511 .960 -1.186 2.226
Chandigarh Ludhiana 1.320 .511 .248 -.386 3.026
Mohali .500 .511 .966 -1.206 2.206
Patiala 1.130 .511 .430 -.576 2.836
Amritsar -.280 .511 .998 -1.986 1.426
Chandigarh -.520 .511 .960 -2.226 1.186
Jallandhar Ludhiana .800 .511 .784 -.906 2.506
Mohali -.020 .511 1.000 -1.726 1.686
Patiala .610 .511 .921 -1.096 2.316
Amritsar -1.080 .511 .485 -2.786 .626
Chandigarh -1.320 .511 .248 -3.026 .386
Ludhiana Jallandhar -.800 .511 .784 -2.506 .906
Mohali -.820 .511 .765 -2.526 .886
Patiala -.190 .511 1.000 -1.896 1.516
Amritsar -.260 .511 .998 -1.966 1.446
Chandigarh -.500 .511 .966 -2.206 1.206
Mohali Jallandhar .020 .511 1.000 -1.686 1.726
Ludhiana .820 .511 .765 -.886 2.526
Patiala .630 .511 .911 -1.076 2.336
Amritsar -.890 .511 .695 -2.596 .816
Chandigarh -1.130 .511 .430 -2.836 .576
Patiala Jallandhar -.610 .511 .921 -2.316 1.096
Ludhiana .190 .511 1.000 -1.516 1.896
Mohali -.630 .511 .911 -2.336 1.076
* The Mean Difference is Significant at the 0.05 Level.

172
5.2 DESCRIPTIVE STATISTICAL ANALYSIS OF BELIEF AND ATTITUDE
ON THE BASIS OF CITY:

The table:5.2(a) shows the influence of Belief and attitude on the consumer buying
behaviour towards branded readymade garments. It shows that the highest significance is
found in case of respondents from Mohali (23.520) with standard deviation of 3.076
whereas the least mean is found in case of Jallandhar residents (24.060) with the standard
deviation of 3.231. The total mean is found at 24.145 with standard deviation of 3.389.

Table- 5.2 (a): Descriptive Statistical Analysis of Belief and Attitude on the Basis of
City

95% Confidence
Std. Std. Interval for Mean
City N Mean Minimum Maximum
Deviation Error Lower Upper
Bound Bound
Amritsar 100 24.300 3.480 .348 23.609 24.990 15.00 30.00
Chandigarh 100 24.360 3.697 .369 23.626 25.093 8.00 30.00
Jallandhar 100 24.060 3.231 .323 23.419 24.701 9.00 30.00
Ludhiana 100 24.450 2.750 .275 23.904 24.996 14.00 30.00
Mohali 100 23.520 3.076 .308 22.909 24.130 15.00 30.00
Patiala 100 24.180 3.963 .397 23.394 24.966 12.00 30.00
Total 600 24.145 3.389 .138 23.873 24.417 8.00 30.00

The table: 5.2(b) shows that the value of sum of squares between the groups is at 56.235,
degree of freedom at 5 and mean square is found at 11.247. The value of sum of squares
is found at 6826.150 within the groups, degree of freedom at 594 and mean square at
11.492. The value of total sum of squares is found at 6882.385 and degree of freedom at
599. F value is found at .979 and significance at 0.430.

Table- 5.2 (b): ANNOVA Results for Belief and Attitude on the Basis of City

Sum of Squares df Mean Square F Sig.

Between Groups 56.235 5 11.247 .979 .430
Within Groups 6826.150 594 11.492
Total 6882.385 599

The post hoc table: 5.2(c) shows the influence of Belief and attitude on the consumer
buying behaviour towards branded readymade garments and the highest significance is
found in case of respondents from Chandigarh and Amritsar as well as in case of Amritsar

173
and Ludhiana (1.000) with the mean difference at -.060 and -.150 respectively. Highest
mean is found in case of respondents from Amritsar and Patiala (1.000) with the mean
difference is found at .120 with standard deviation at 0.479 in all the cases. The least
significance is found in case of respondents from Ludhiana and Mohali (0.584) with the
mean difference at 0.930.

Table- 5.2 (c): Post Hoc Results for Belief and Attitude on the Basis of City

Mean 95% Confidence Interval

(I) (J) Std.
Difference Sig. Lower Upper
City City Error
(I-J) Bound Bound
Chandigarh -.060 .479 1.000 -1.660 1.540
Jallandhar .240 .479 .998 -1.360 1.840
Amritsar Ludhiana -.150 .479 1.000 -1.750 1.450
Mohali .780 .479 .754 -.820 2.380
Patiala .120 .479 1.000 -1.480 1.720
Amritsar .060 .479 1.000 -1.540 1.660
Jallandhar .300 .479 .996 -1.300 1.900
Chandigarh Ludhiana -.090 .479 1.000 -1.690 1.510
Mohali .840 .479 .689 -.760 2.440
Patiala .180 .479 1.000 -1.420 1.780
Amritsar -.240 .479 .998 -1.840 1.360
Chandigarh -.300 .479 .996 -1.900 1.300
Jallandhar Ludhiana -.390 .479 .985 -1.990 1.210
Mohali .540 .479 .938 -1.060 2.140
Patiala -.120 .479 1.000 -1.720 1.480
Amritsar .150 .479 1.000 -1.450 1.750
Chandigarh .090 .479 1.000 -1.510 1.690
Ludhiana Jallandhar .390 .479 .985 -1.210 1.990
Mohali .930 .479 .584 -.670 2.530
Patiala .270 .479 .997 -1.330 1.870
Amritsar -.780 .479 .754 -2.380 .820
Chandigarh -.840 .479 .689 -2.440 .760
Mohali Jallandhar -.540 .479 .938 -2.140 1.060
Ludhiana -.930 .479 .584 -2.530 .670
Patiala -.660 .479 .863 -2.260 .940
Amritsar -.120 .479 1.000 -1.720 1.480
Chandigarh -.180 .479 1.000 -1.780 1.420
Patiala Jallandhar .120 .479 1.000 -1.480 1.720
Ludhiana -.270 .479 .997 -1.870 1.330
Mohali .660 .479 .863 -.940 2.260
* The Mean Difference is Significant at the 0.05 Level.

174
5.3 DESCRIPTIVE STATISTICAL ANALYSIS OF PERCEPTION ON THE
BASIS OFCITY:

The table: 5.3(a) shows the influence of perception on the city wise difference in the
consumer buying behaviour and it states that the highest influence is found in case of
residents in Jallandhar (20.500) with 3.063 as the standard deviation whereas the least
significance is found in case of Mohali (18.870) with 3.958 as the standard deviation. The
total mean is found at 19.798 with 3.645 as the standard deviation.

Table- 5.3 (a): Descriptive Statistical Analysis of Perception on the Basis of City

95% Confidence
Std. Std. Interval for Mean
City N Mean Minimum Maximum
Deviation Error Lower Upper
Bound Bound
Amritsar 100 20.170 3.522 .352 19.471 20.869 8.00 25.00
Chandigarh 100 20.340 3.195 .319 19.706 20.974 11.00 25.00
Jallandhar 100 20.500 3.063 .306 19.892 21.1079 10.00 25.00
Ludhiana 100 19.650 3.718 .372 18.912 20.3879 8.00 25.00
Mohali 100 18.870 3.958 .396 18.084 19.655 10.00 25.00
Patiala 100 19.260 4.099 .409 18.447 20.073 8.00 25.00
Total 600 19.798 3.645 .149 19.506 20.091 8.00 25.00

The table:5.3(b) shows the value of sum of squares between the groups at 209.748, degree
of freedom at 5 and the mean difference is at 41.950. F value is at 3.215 and .007 is the
value of significance. The value of sum of sum of squares within the groups is found at
7750.850 with 594 as the degree of freedom and 13.049 as the mean square. The total
value of sum of squares is found at 7960.598 and 599 as the degree of freedom.

Table- 5.3 (b): ANNOVA Results for Perception on the Basis of City

Sum of Squares df Mean Square F Sig.

Between Groups 209.748 5 41.950 3.215 .007**
Within Groups 7750.850 594 13.049
Total 7960.598 599

The post hoc table:5.3(c) shows the influence of perception on the consumer buying behaviour
towards branded readymade garments and the highest significance is found in case of
respondents from Chandigarh and Amritsar as well as in the case of Amritsar and Jallandhar
(1.000) with the mean difference at -.170 and -.160 respectively. The least significance is found
in case of respondents from Mohali (.264) with the mean difference at 1.300.

175
 Table- 5.3 (c): Post Hoc Results for Perception on the Basis of City

Mean 95% Confidence Interval

(I) (J) Std.
Difference Sig. Lower Upper
City City Error
(I-J) Bound Bound
Chandigarh -.170 .511 1.000 -1.875 1.535
Jallandhar -.330 .511 .995 -2.035 1.375
Amritsar Ludhiana .520 .511 .959 -1.185 2.225
Mohali 1.300 .511 .264 -.405 3.005
Patiala .910 .511 .673 -.795 2.615
Amritsar .170 .511 1.000 -1.535 1.875
Jallandhar -.160 .511 1.000 -1.865 1.545
Chandigarh Ludhiana .690 .511 .873 -1.015 2.395
Mohali 1.470 .511 .143 -.235 3.175
Patiala 1.080 .511 .485 -.625 2.785
Amritsar .330 .511 .995 -1.375 2.035
Chandigarh .160 .511 1.000 -1.545 1.865
Jallandhar Ludhiana .850 .511 .736 -.855 2.555
Mohali 1.630 .511 .072 -.075 3.335
Patiala 1.240 .511 .318 -.465 2.945
Amritsar -.520 .511 .959 -2.225 1.185
Chandigarh -.690 .511 .873 -2.395 1.015
Ludhiana Jallandhar -.850 .511 .736 -2.555 .855
Mohali .780 .511 .801 -.925 2.485
Patiala .390 .511 .989 -1.315 2.095
Amritsar -1.300 .511 .264 -3.005 .405
Chandigarh -1.470 .511 .143 -3.175 .235
Mohali Jallandhar -1.630 .511 .072 -3.335 .075
Ludhiana -.780 .511 .801 -2.485 .925
Patiala -.390 .511 .989 -2.095 1.315
Amritsar -.91000 .511 .673 -2.615 .795
Chandigarh -1.08000 .511 .485 -2.785 .625
Patiala Jallandhar -1.24000 .511 .318 -2.945 .465
Ludhiana -.39000 .511 .989 -2.095 1.315
Mohali .39000 .511 .989 -1.315 2.095
* The Mean Difference is Significant at the 0.05 Level.

176
5.4 DESCRIPTIVE STATISTICAL ANALYSIS OF COGNITION ON THE
BASIS OF CITY:

The table: 5.4(a) shows the influence of cognition on the consumer buying behaviour and
it is found that the highest influence is there in case of respondents from Patiala (16.620)
with 1.984 as the standard deviation. The least influence is there in case of Mohali
(15.570) with standard deviation of 2.194. The total mean is found at 16.027 with
standard deviation at 2.198.

Table- 5.4 (a): Descriptive Statistical Analysis of Cognition on the Basis of City

95% Confidence
Std. Std. Interval for Mean
City N Mean Minimum Maximum
Deviation Error Lower Upper
Bound Bound
Amritsar 100 16.330 2.433 .243 15.847 16.813 8.00 20.00
Chandigarh 100 16.150 2.311 .231 15.691 16.609 9.00 20.00
Jallandhar 100 15.870 2.082 .208 15.457 16.283 8.00 20.00
Ludhiana 100 15.620 2.004 .200 15.222 16.018 10.00 20.00
Mohali 100 15.570 2.194 .219 15.135 16.005 11.00 20.00
Patiala 100 16.620 1.984 .198 16.226 17.014 11.00 20.00
Total 600 16.027 2.198 .089 15.850 16.203 8.00 20.00

The table: 5.4 (b) shows the value of sumo of squares between the groups at 85.773 with
mean square of 17.155 and 5 as the degree of freedom. The value of sum of squares
within the groups is found at 2807.800 with 594 as the degree of freedom and 4.727 as
the mean square. F value is found at 3.629 and significance is found at .003. The total
sum of squares is found at 2893.573 with 599 as the degree of freedom.

Table- 5.4 (b): ANNOVA Results for Cognition on the Basis of City

Sum of
df Mean Square F Sig.
Squares
Between Groups 85.773 5 17.155 3.629 .003**
Within Groups 2807.800 594 4.727
Total 2893.573 599

The post hoc table: 5.4 (c) shows the influence of cognition on the consumers of various
cities and the highest influence is found in case of respondents from Chandigarh and
Amritsar (0.997) with the mean difference at 0.180. The least influence is found at .297
with the mean difference at .760.

177
 Table- 5.4 (c): Post Hoc Results for Cognition on the Basis of City

Mean 95% Confidence Interval

(I) (J) Std.
Difference Sig. Lower Upper
City City Error
(I-J) Bound Bound
Chandigarh .180 .307 .997 -.846 1.206
Jallandhar .460 .307 .815 -.566 1.486
Amritsar Ludhiana .710 .307 .378 -.316 1.736
Mohali .760 .307 .297 -.266 1.786
Patiala -.290 .307 .971 -1.316 .736
Amritsar -.180 .307 .997 -1.206 .846
Jallandhar .280 .307 .975 -.746 1.306
Chandigarh Ludhiana .530 .307 .704 -.496 1.556
Mohali .580 .307 .615 -.446 1.606
Patiala -.470 .307 .801 -1.496 .556
Amritsar -.460 .307 .815 -1.486 .566
Chandigarh -.280 .307 .975 -1.306 .746
Jallandhar Ludhiana .250 .307 .985 -.776 1.276
Mohali .300 .307 .966 -.726 1.326
Patiala -.750 .307 .313 -1.776 .276
Amritsar -.710 .307 .378 -1.736 .316
Chandigarh -.530 .307 .704 -1.556 .496
Ludhiana Jallandhar -.250 .307 .985 -1.276 .776
Mohali .050 .307 1.000 -.976 1.076
Patiala -1.000 .307 .062 -2.026 .026
Amritsar -.760 .307 .297 -1.786 .266
Chandigarh -.580 .307 .615 -1.606 .446
Mohali Jallandhar -.300 .307 .966 -1.326 .726
Ludhiana -.050 .307 1.000 -1.076 .976
Patiala -1.050* .307 .041 -2.076 -.023
Amritsar .290 .307 .971 -.736 1.316
Chandigarh .470 .307 .801 -.556 1.496
Patiala Jallandhar .750 .307 .313 -.276 1.776
Ludhiana 1.000 .307 .062 -.026 2.026
Mohali 1.050* .307 .041 .023 2.076
*. The mean difference is significant at the 0.05 level.

178
5.5 DESCRIPTIVE STATISTICAL ANALYSIS OF PERSONALITY ON THE
BASIS OF CITY:

The table: 5.5(a)shows that the highest mean is found in case of Patiala (12.030) with
standard deviation of 1.778. The least significance is found in case of respondents from
Amritsar (11.880) with standard deviation of 1.811. The total mean is found at 11.992
with standard deviation of 1.773. This states that personality affects the respondents of
Patiala more than the other respondents from other cities.

Table- 5.5 (a): Descriptive Statistical Analysis of Personality on the Basis of City

95% Confidence
Std. Std. Interval for Mean
City N Mean Minimum Maximum
Deviation Error Lower Upper
Bound Bound
Amritsar 100 11.880 1.811 .181 11.521 12.239 6.00 15.00
Chandigarh 100 11.940 2.112 .211 11.521 12.359 5.00 15.00
Jallandhar 100 12.090 1.525 .152 11.787 12.393 6.00 15.00
Ludhiana 100 12.000 1.664 .166 11.669 12.330 6.00 15.00
Mohali 100 12.010 1.732 .173 11.666 12.354 6.00 15.00
Patiala 100 12.030 1.778 .178 11.677 12.383 7.00 15.00
Total 600 11.992 1.773 .072 11.849 12.134 5.00 15.00

The table:5.5(b) shows the value of sum of squares between the groups is at 2.668 with
.534 as the mean square and the value of F is found at .169. The value of significance is at
.974. The value of sum of squares within the groups is found at 1880.290 with mean
square is at 3.165. The total sum of squares is found at 1882.958 with 599 as the degree
of freedom.

Table- 5.5 (b): ANNOVA Results for Personality on the Basis of City

Sum of
df Mean Square F Sig.
Squares
Between Groups 2.668 5 .534 .169 .974
Within Groups 1880.290 594 3.165
Total 1882.958 599

The post hoc table:5.5(c) shows the influence of personality on the consumers from
various cities and the highest significance is found in case of respondents from
Chandigarh and Amritsar (1.000) as well as in the case of Chandigarh and Mohali with
the mean difference at -.060 and -.210 respectively. The significance in case of

179
Chandigarh and Patiala is also found to be the highest at 1.000 with the mean difference
at -0.090. The least significance is found in case of respondents from Jallandhar and
Amritsar (0.983) with e mean difference at -.210.

Table- 5.5 (c): Post Hoc Results for Personality on the Basis of City

Mean 95% Confidence Interval

(I) (J) Std.
Difference Sig. Lower Upper
City City Error
(I-J) Bound Bound
Chandigarh -.060 .252 1.000 -.900 .780
Jallandhar -.210 .252 .983 -1.050 .630
Amritsar Ludhiana -.120 .252 .999 -.960 .720
Mohali -.130 .252 .998 -.970 .710
Patiala -.150 .252 .996 -.990 .690
Amritsar .060 .252 1.000 -.780 .900
Jallandhar -.150 .252 .996 -.990 .690
Chandigarh Ludhiana -.060 .252 1.000 -.900 .780
Mohali -.070 .252 1.000 -.910 .770
Patiala -.090 .252 1.000 -.930 .750
Amritsar .210 .252 .983 -.630 1.050
Chandigarh .150 .252 .996 -.690 .990
Jallandhar Ludhiana .090 .252 1.000 -.750 .930
Mohali .080 .252 1.000 -.760 .920
Patiala .060 .252 1.000 -.780 .900
Amritsar .120 .252 .999 -.720 .960
Chandigarh .060 .252 1.000 -.780 .900
Ludhiana Jallandhar -.090 .252 1.000 -.930 .750
Mohali -.010 .252 1.000 -.850 .830
Patiala -.030 .252 1.000 -.870 .810
Amritsar .130 .252 .998 -.710 .970
Chandigarh .070 .252 1.000 -.770 .910
Mohali Jallandhar -.080 .252 1.000 -.920 .760
Ludhiana .010 .252 1.000 -.830 .850
Patiala -.020 .252 1.000 -.860 .820
Amritsar .150 .252 .996 -.690 .990
Chandigarh .090 .252 1.000 -.750 .930
Patiala Jallandhar -.060 .252 1.000 -.900 .780
Ludhiana .030 .252 1.000 -.810 .870
Mohali .020 .252 1.000 -.820 .860
* The Mean Difference is Significant at the 0.05 Level.

180
5.6 DESCRIPTIVE STATISTICAL ANALYSIS OF LEARNING ON THE BASIS
OF CITY:

Learning is one of the major intrinsic factors and the influence of learning in different
cities of Punjab is visible in table: 5.6(a). It states that the highest significance is found in
Amritsar (29.900) with standard deviation of 3.392. Mohali is found to be the least
influenced city (27.570) with standard deviation of 3.729. The total mean s found at
28.695 with 3.761 as the standard deviation for 600 respondents, as shown in table:

Table- 5.6 (a): Descriptive Statistical Analysis of Learning on the Basis of City

95% Confidence
Std. Std. Interval for Mean
City N Mean Minimum Maximum
Deviation Error Lower Upper
Bound Bound
Amritsar 100 29.900 3.392 .339 29.227 30.573 13.00 35.00
Chandigarh 100 29.220 4.317 .432 28.363 30.077 14.00 35.00
Jallandhar 100 28.520 3.233 .323 27.878 29.162 21.00 35.00
Ludhiana 100 28.700 3.1575 .316 28.073 29.326 21.00 35.00
Mohali 100 27.570 3.729 .373 26.830 28.309 19.00 35.00
Patiala 100 28.260 4.229 .423 27.421 29.099 17.00 35.00
Total 600 28.695 3.761 .153 28.393 28.997 13.00 35.00

The table: 5.6(b) shows the value of sum of squares between the groups at 321.315 with
64.263 as the mean square. The value of F is found at 4.681 and significance level at .000.
The value of sum of squares within the groups is found to be at 8153.870 with 13.727 as
the standard deviation. The total value of sum of squares is found at 8475.185 with 599 as
the degree of freedom.

Table- 5.6 (b): ANNOVA Results For Learning on the Basis of City

Sum of df Mean Square F Sig.

Squares
Between Groups 321.315 5 64.263 4.681 .000**
Within Groups 8153.870 594 13.727
Total 8475.185 599

The post hoc table: 5.6(c) shows the influence of learning on the consumer buying
behaviour and the highest significance is found in case of respondents from Ludhiana and
Jallandhar (1.000) with the mean difference at -.180. The least significance is found in

181
case of respondents from Amritsar and Mohali (0.002) with the mean difference at 2.330
and standard error at 0.524.

Table- 5.6 (c): Post Hoc Results for Learning on the Basis of City

Mean 95% Confidence Interval

(I) (J) Std.
Difference Sig. Lower Upper
City City Error
(I-J) Bound Bound
Chandigarh .680 .524 .891 -1.069 2.429
Jallandhar 1.380 .524 .227 -.369 3.129
Amritsar Ludhiana 1.200 .524 .388 -.549 2.949
Mohali 2.330* .524 .002 .581 4.079
Patiala 1.640 .524 .083 -.109 3.389
Amritsar -.680 .524 .891 -2.429 1.069
Jallandhar .700 .524 .878 -1.049 2.449
Chandigarh Ludhiana .520 .524 .964 -1.229 2.269
Mohali 1.650 .524 .079 -.099 3.399
Patiala .960 .524 .645 -.789 2.709
Amritsar -1.380 .524 .227 -3.129 .369
Chandigarh -.700 .524 .878 -2.449 1.049
Jallandhar Ludhiana -.180 .524 1.000 -1.929 1.569
Mohali .950 .524 .656 -.799 2.699
Patiala .260 .524 .999 -1.489 2.009
Amritsar -1.200 .524 .388 -2.949 .549
Chandigarh -.520 .524 .964 -2.269 1.229
Ludhiana Jallandhar .180 .524 1.000 -1.569 1.929
Mohali 1.130 .524 .461 -.619 2.879
Patiala .440 .524 .983 -1.309 2.189
*
Amritsar -2.300 .524 .002 -4.079 -.581
Chandigarh -1.650 .524 .079 -3.399 .099
Mohali Jallandhar -.950 .524 .656 -2.699 .799
Ludhiana -1.130 .524 .461 -2.879 .619
Patiala -.690 .524 .884 -2.439 1.059
Amritsar -1.640 .524 .083 -3.389 .109
Chandigarh -.960 .524 .645 -2.709 .789
Patiala Jallandhar -.260 .524 .999 -2.009 1.489
Ludhiana -.440 .524 .983 -2.189 1.309
Mohali .690 .524 .884 -1.059 2.439
* The Mean Difference is Significant at the 0.05 Level.

182
5.7 DESCRIPTIVE STATISTICAL ANALYSIS OF MOTIVATION ON THE
BASIS OF AGE:

The influence of intrinsic factors with respect of age is shown in table: 5.7(a).The least
significance is found in case of 56 respondents of more than 50 years of age having mean
of 11.571 with standard deviation of 3.410 and the highest significance is at 12.805 with
3.633 as the standard deviation in case of 128 respondents in the age group of 36-50
years. The total mean for 600 respondents is found at 12.472 with 3.629 as the standard
deviation.

Table- 5.7 (a): Descriptive Statistical Analysis of Motivation on the Basis of Age

95% Confidence
City Std. Std. Interval for Mean
N Mean Minimum Maximum
Deviation Error Lower Upper
Bound Bound
18-25 177 12.378 3.581 .269 11.847 12.909 5.00 20.00
26-35 239 12.573 3.694 .239 12.102 13.044 4.00 20.00
36-50 128 12.805 3.633 .321 12.169 13.440 4.00 20.00
>50 56 11.571 3.410 .456 10.658 12.485 5.00 20.00
Total 600 12.472 3.629 .148 12.181 12.763 4.00 20.00

The table: 5.7(b) shows that the value of sum of squares between the groups is at 63.580
with 3 as the degree of freedom and 21.193 as the mean square. The value of sum of
squares within the groups is at 7821.939, 596 as the degree of freedom and 13.124 as the
mean square. F value is found at 1.615 and significance at .185. The value of total sum of
squares is found at 7885.518 and 599 as the degree of freedom.

Table- 5.7 (b): ANNOVA Results for Motivation on the Basis of Age

Sum of Squares df Mean Square F Sig.

Between Groups 63.580 3 21.193 1.615 .185
Within Groups 7821.939 596 13.124
Total 7885.518 599

The influence of motivation on the age group of consumers on the buying behaviour
towards branded readymade garments and the highest influence is found in case of
respondents 18-25 years and 26-35 years (.961) with mean difference -.195. The least
significance is found in case of respondents in the age group of 36-50 years and more
than 50 years (0.212) with mean difference of 1.233. As shown in table: 5.7 (c).

183
 Table- 5.7 (c): Post Hoc Results for Motivation on the Basis of Age

(I) (J) Mean 95% Confidence Interval

Std. Error Sig.
Age Age Difference (I-J) Lower Bound Upper Bound
26-35 -.195 .359 .961 -1.202 .812
18-25 36-50 -.426 .420 .795 -1.604 .752
>50 .807 .555 .550 -.750 2.364
18-25 .195 .359 .961 -.812 1.202
26-35 36-50 -.231 .397 .952 -1.344 .881
>50 1.002 .538 .326 -.506 2.509
18-25 .426 .420 .795 -.752 1.605
36-50 26-35 .231 .397 .952 -.881 1.344
>50 1.233 .580 .212 -.394 2.860
18-25 -.807 .555 .550 -2.364 .750
>50 26-35 -1.002 .538 .326 -2.509 .506
36-50 -1.233 .580 .212 -2.860 .394
* The Mean Difference is Significant at the 0.05 Level.

5.8 DESCRIPTIVE STATISTICAL ANALYSIS OF BELIEF AND ATTITUDE ON

THE BASIS OF AGE:

The table: 5.8(a) shows the influence of Belief and attitude on the consumer buying
behaviour towards branded readymade garments and it is found that 56 respondents in the
age group of more than 50 years of age have the least mean (23.304) with standard
deviation of 3.879 as compared to 177 respondents in the age group of 18-25 years
(24.475) and the standard deviation of 3.299. The total mean is found at 24.145 and the
standard deviation of 3.389.

Table- 5.8 (a): Descriptive Statistical Analysis of Belief and Attitude on the Basis of
Age

95% Confidence
Age of Interval for Mean
consumers Std. Std.
N Mean Minimum Maximum
Deviation Error Lower Upper
(in years)
Bound Bound
18-25 177 24.475 3.299 .248 23.985 24.964 9.00 30.00
26-35 239 23.996 3.309 .214 23.574 24.418 12.00 30.00
36-50 128 24.336 3.393 .299 23.742 24.929 14.00 30.00
>50 56 23.304 3.879 .518 22.265 24.343 8.00 30.00
Total 600 24.145 3.389 .138 23.873 24.417 8.00 30.00

184
The value of sum of squares between the groups is found at 68.860, degree of freedom at
3 and mean square at 22.953. Table: 5.8(b) shows that the sum of squares within the
groups is found at 6813.525 with degree of freedom at 596 and mean square is at 11.432.
The total value of sum of squares is found at 6882.385 and degree of freedom at 599.
F value is at 2.008 and the value of significance is found at 0.112.

Table- 5.8 (b): ANNOVA Results for Belief and Attitude on the Basis of Age

Sum of Squares df Mean Square F Sig.

Between Groups 68.860 3 22.953 2.008 .112
Within Groups 6813.525 596 11.432
Total 6882.385 599

The post hoc table: 5.8(c) shows the influence of Belief and attitude on the consumer
buying behaviour towards branded readymade garments and the highest significance is
found in case of respondents in the age group of 18-25 years and 36-50 years (0.989) with
the mean difference at 0.392 with standard error as 0.392. The least significance is found
in case of respondents in the age group of 18-25 years and more than 50 years (0.166)
with mean difference at 0.518 and standard error at 0.518.

Table- 5.8 (c): Post Hoc Results For Belief and Attitude on the Basis of Age

(I) (J) Mean 95% Confidence Interval

Std. Error Sig.
Age Age Difference (I-J) Lower Bound Upper Bound
26-35 .479 .335 .565 -.461 1.419
18-25 36-50 .138 .392 .989 -.961 1.238
>50 1.171 .518 .166 -.282 2.624
18-25 -.479 .335 .565 -1.419 .461
26-35 36-50 -.340 .370 .839 -1.378 .698
>50 .692 .502 .593 -.715 2.099
18-25 -.139 .392 .989 -1.238 .961
36-50 26-35 .340 .370 .839 -.698 1.378
>50 1.032 .542 .305 -.486 2.551
18-25 -1.171 .518 .166 -2.624 .282
>50 26-35 -.692 .502 .593 -2.099 .715
36-50 -1.032 .542 .305 -2.551 .486
* The Mean Difference is Significant at the 0.05 Level.

185
5.9 DESCRIPTIVE STATISTICAL ANALYSIS OF PERCEPTION ON THE
BASIS OF AGE:

The influence of perception on the age of consumers is shown in table: 5.9(a) the value of
mean is found to be least in case of 56 respondents who are more than 50 years of age
(19.500) with standard deviation of 3.623. The highest significance is found in case of
177 respondents in the age group of 18-25 years (20.051) with standard deviation of
3.307. The total mean is found at 19.798 with the standard deviation of 3.645.

Table- 5.9 (a): Descriptive Statistical Analysis of Perception on the Basis of Age

95% Confidence
Age of Interval for Mean
consumers Std. Std.
N Mean Minimum Maximum
Deviation Error Lower Upper
(in years)
Bound Bound
18-25 177 20.051 3.307 .248 19.560 20.541 11.00 25.00
26-35 239 19.774 3.623 .234 19.312 20.236 8.00 25.00
36-50 128 19.625 4.134 .365 18.902 20.348 8.00 25.00
>50 56 19.500 3.623 .484 18.529 20.470 8.00 25.00
Total 600 19.798 3.645 .149 19.506 20.091 8.00 25.00

The table: 5.9(b) shows the value of sum of squares between the groups at 20.257 with
mean square of 6.752 and F value at .507. The significance value is found at .678 and the
value of sum of squares within the groups is at 7940.342 with mean difference of 13.323.
The total value of sum of squares is at 7960.598 with 599 as the degree of freedom.

Table- 5.9 (b): ANNOVA Results for Perception on the Basis of Age

Sum of Squares df Mean Square F Sig.

Between Groups 20.257 3 6.752 .507 .678
Within Groups 7940.342 596 13.323
Total 7960.598 599

The post hoc table: 5.9 (c) shows the influence of perception on the age of the consumers
in the purchase of branded readymade garments and the highest significance is found in
case of respondents in the age group of 18-25 years and 26-35 years (0.900) with the
mean difference at 0.277 and 0.362 as the standard error. The least significance is found
in case of respondents in the age group of 18-25 years and 36-50 years with the mean
difference at 0.426. The standard error is found at 0.423.

186
 Table- 5.9 (c): Post Hoc Results for Perception on the Basis of Age

Mean 95% Confidence Interval

(I) (J) Std.
Difference (I- Sig. Lower Upper
Age Age Error
J) Bound Bound
26-35 .277 .362 .900 -.738 1.291
18-25 36-50 .426 .423 .799 -.761 1.613
>50 .551 .559 .809 -1.018 2.119
18-25 -.277 .362 .900 -1.291 .738
26-35 36-50 .149 .399 .987 -.972 1.269
>50 .274 .542 .968 -1.245 1.793
18-25 -.426 .423 .799 -1.613 .761
36-50 26-35 -.149 .399 .987 -1.269 .972
>50 .125 .585 .997 -1.515 1.764
18-25 -.551 .559 .809 -2.119 1.018
>50 26-35 -.274 .542 .968 -1.793 1.245
36-50 -.125 .585 .997 -1.764 1.514
* The Mean Difference is Significant at the 0.05 Level.

5.10 DESCRIPTIVE STATISTICAL ANALYSIS OF COGNITION ON THE

BASIS OF AGE:

As shown in table: 5.10(a) the least influence of cognition is found in case of 56

respondents of more than 50 years of age (15.518) with the standard deviation of 2.157.
Whereas the highest influence is found in case of 128 respondents who are in the age
group of 36-50 years (16.203) with the standard deviation of 2.059. The total mean is
found at 16.027 with the standard deviation of 2.198.

Table- 5.10 (a): Descriptive Statistical Analysis of Cognition on the Basis of Age

95%
Confidence
Age of Interval for
consumers Std. Std.
N Mean Mean Minimum Maximum
Deviation Error
(in years)
Lower Upper
Bound Bound
18-25 177 16.192 2.238 .168 15.860 16.524 11.00 20.00
26-35 239 15.929 2.238 .145 15.644 16.214 8.00 20.00
36-50 128 16.203 2.059 .182 15.843 16.563 11.00 20.00
>50 56 15.518 2.157 .288 14.940 16.096 9.00 20.00
Total 600 16.027 2.198 .089 15.850 16.203 8.00 20.00

187
As shown in table: 5.10 (b), the value of sum of squares between the groups is found at
25.613 with mean square at 8.538. F value is found at 1.774 with significance of .151.
The value of sum of squares within the groups is found at 2867.961 with 4.812 as the
mean square. The total sum of squares is found at 2893.573 and 599 as the degree of
freedom.
Table- 5.10 (b): ANNOVA Results for Cognition on the Basis of Age

Sum of
df Mean Square F Sig.
Squares
Between Groups 25.613 3 8.538 1.774 .151
Within Groups 2867.961 596 4.812
Total 2893.573 599

The results of post hoc table: 5.10(c) shows the relationship of cognition and the age
group of the consumers towards the purchase of branded readymade garments and the
highest significance is found in case of respondents in the age group of 18-25 years and
36-50 years (1.000) with the mean difference at -.011 and .254 as the standard error. The
least significance is found in case of respondents in the age group of 18-25 and more than
50 years of age (0.261) with the mean difference at .674 and standard error at 0.336.

Table- 5.10 (c): Post Hoc Results for Cognition on the Basis of Age

(I) (J) Mean 95% Confidence Interval

Std.
Difference Sig.
Age Age Error Lower Bound Upper Bound
(I-J)
26-35 .263 .217 .691 -.347 .873
18-25 36-50 -.011 .254 1.000 -.725 .702
>50 .674 .336 .261 -.269 1.617
18-25 -.263 .217 .691 -.873 .347
26-35 36-50 -.274 .240 .729 -.948 .399
>50 .411 .326 .661 -.502 1.324
18-25 .011 .254 1.000 -.702 .725
36-50 26-35 .274 .240 .729 -.399 .948
>50 .685 .351 .285 -.300 1.671
18-25 -.674 .336 .261 -1.617 .269
>50 26-35 -.411 .326 .661 -1.324 .502
36-50 -.685 .351 .285 -1.671 .300
* The Mean Difference is Significant at the 0.05 Level.

188
5.11 DESCRIPTIVE STATISTICAL ANALYSIS OF LEARNING ON THE BASIS
OF AGE:

The table: 5.11(a) below shows the influence of learning on the age group of the
consumers in their purchase behaviour towards branded readymade garments and it
clearly shows that the 56 respondents in the age group of more than 50 years are the least
influenced group (27.393) than the respondents of any other age group with 4.409 as the
standard deviation. The highest influence is found in case of 128 respondents in the age
group of 36-50 years (29.164) with standard deviation of 3.558. The total mean is found
to be at 28.695 and total standard deviation is at 3.761.

Table- 5.11 (a): Descriptive Statistical Analysis of Learning on the Basis of Age

95%
Confidence
Age of Interval for
consumers Std. Std.
N Mean Mean Minimum Maximum
Deviation Error
(in years)
Lower Upper
Bound Bound
18-25 177 28.740 3.824 .287 28.173 29.307 13.00 35.00
26-35 239 28.715 3.609 .233 28.255 29.175 20.00 35.00
36-50 128 29.164 3.558 .314 28.542 29.786 19.00 35.00
>50 56 27.393 4.409 .589 26.212 28.574 14.00 35.00
Total 600 28.695 3.761 .153 28.393 28.997 13.00 35.00

The table: 5.11(b) shows the value of sum of squares between the groups is found at
123.575 with 41.192 as the mean square. The value of sum of squares within the groups is
found to be at 8351.610 with mean square of 14.013. The total value of sum of squares is
found at 8475.185 and 599 as the degree of freedom. F value of is found at 2.940 and the
significance at 0.033.

Table- 5.11 (b): ANNOVA Results for Learning on the Basis of Age

Sum of df Mean Square F Sig.

Squares
Between Groups 123.575 3 41.192 2.940 .033*
Within Groups 8351.610 596 14.013
Total 8475.185 599

189
The table: 5.11(c) shows the influence of learning on the consumer buying behaviour and
the highest significance is found in case of respondents in the age group of 18-25 years
and 26-35 years (1.000) with mean difference at .025 and the standard error at .371. The
least influence is found in case of respondents in the age group of 36-50 years and more
than 50 years (0.034) with the mean difference at 1.771 and .599 as the standard error.

Table- 5.11 (c): Post Hoc Results For Learning on the Basis of Age

(I) 95% Confidence Interval

(J) Mean
Age Std.
Age Difference Sig. Lower Upper
(in Error
(in years) (I-J) Bound Bound
years)
26-35 .025 .371 1.000 -1.016 1.065

18-25 36-50 -.424 .434 .813 -1.642 .794

>50 1.348 .574 .139 -.262 2.956

18-25 -.025 .371 1.000 -1.065 1.016
26-35 36-50 -.448 .410 .754 -1.598 .701
>50 1.323 .556 .130 -.235 2.881
18-25 .424 .434 .813 -.794 1.642
36-50 26-35 .448 .410 .754 -.701 1.598
>50 1.771* .599 .034 .089 3.453
18-25 -1.347 .574 .139 -2.956 .262

>50 26-35 -1.323 .556 .130 -2.881 .235

36-50 -1.77* .599 .034 -3.453 -.089

*. The mean difference is significant at the 0.05 level.

5.12 DESCRIPTIVE STATISTICAL ANALYSIS OF PERSONALITY ON THE

BASIS OF AGE:

The following table: 5.12(a) shows the influence of cognition on age of the consumer
towards the purchase of branded readymade garments and it shows that the least
significance is found in case of 56 respondents of more than 50 years of age (11.661) with
standard deviation of 1.564 and the highest significance is found in case of 128
respondents 12.172) with standard deviation of 1.874. The total mean is found at 11.992
with 1.773 as the standard deviation.

190
Table- 5.12 (a): Descriptive Statistical Analysis of Personality on the Basis of Age

95%
Confidence
Age of
Std. Std. Interval for
consumers N Mean Minimum Maximum
Deviation Error Mean
(in years)
Lower Upper
Bound Bound

18-25 177 12.079 1.593 .119 11.843 12.315 7.00 15.00

26-35 239 11.908 1.881 .122 11.668 12.148 6.00 15.00

36-50 128 12.172 1.874 .166 11.844 12.499 5.00 15.00

>50 56 11.661 1.564 .209 11.242 12.079 6.00 15.00

Total 600 11.992 1.773 .072 11.849 12.134 5.00 15.00

The table: 5.12 (b) shows the value of sum of squares between the groups is at 13.318
with 4.439 as the mean square and 1.415 as the value of F. also, the value of significance
is found at .237. Whereas, the value of sum of squares within the groups is found at
1869.640 and 3.137 is the mean square. The value of total sum of squares is found at
1882.958 with 599 as the degree of freedom.

Table- 5.12 (b): ANNOVA Results for Personality on the Basis of Age

Sum of
df Mean Square F Sig.
Squares

Between Groups 13.318 3 4.439 1.415 .237

Within Groups 1869.640 596 3.137

Total 1882.958 599

The table: 5.12(c) shows the influence of personality on the age of the consumers and the
highest influence is found in case of respondents who are in the age group of 18-25 years
and 36-50 years (0.977) with the mean difference at -.0928 and the least significance is
found in case of respondents in the age group of 36-50 and more than 50 years of age
(0.356) with the mean difference at 0.2838.

191
 Table- 5.12 (c): Post Hoc Results For Personality on The Basis of Age
(I) (J) Mean 95% Confidence Interval
Age Age Difference Std. Error Sig.
(I-J) Lower Bound Upper Bound
(in years) (in years)
26-35 .1711 .1756 .813 -.321 .663
18-25 36-50 -.0928 .2055 .977 -.669 .483
>50 .4184 .2715 .499 -.343 1.179
18-25 -.1711 .1756 .813 -.663 .321
26-35 36-50 -.2639 .1939 .604 -.808 .279
>50 .2472 .2629 .829 -.489 .984
18-25 .0928 .2055 .977 -.483 .669
36-50 26-35 .2639 .1939 .604 -.279 .808
>50 .5112 .2838 .356 -.284 1.307
18-25 -.4184 .2715 .499 -1.179 .343
>50 26-35 -.2472 .2629 .829 -.984 .489
36-50 -.5112 .2838 .356 -1.307 .284
* The Mean Difference is Significant at the 0.05 Level.

5.13 DESCRIPTIVE STATISTICAL ANALYSIS OF MOTIVATION ON THE

BASIS OF EDUCATION:

The table: 5.13(a) shows the influence of education level on the buying behaviour of the
consumer with regard to the motivation and it is found that the highest mean is in the case
of 112 respondents having education level of professional (12.919) with the standard
deviation of 3.469. The least significance is found in case of 305 respondents who have
education level of post graduation or above (12.285) with standard deviation of 3.688.
The total mean is found at 12.472 with 3.628 as the standard deviation.

Table- 5.13 (a): Descriptive Statistical Analysis of Motivation on the Basis of Education
95% Confidence
Interval for
Educational Std. Std. Mean
N Mean Minimum Maximum
level Deviation Error
Lower Upper
Bound Bound
Upto
38 12.658 3.543 .575 11.493 13.823 5.00 20.00
intermediation
Under
graduation 145 12.469 3.648 .303 11.870 13.068 5.00 20.00
level
Post graduation
305 12.285 3.688 .211 11.869 12.701 4.00 20.00
or above
Professional 112 12.919 3.469 .328 12.270 13.569 4.00 20.00
Total 600 12.472 3.628 .148 12.181 12.763 4.00 20.00

192
The level of education of a consumer and the influence of motivation as intrinsic factors
is studied in the table: 5.13(b) it shows that the value of sum of squares between the
groups is at 34.395 with as the degree of freedom and mean square is found at 11.465.
The value of sum of squares within the groups is found at 7851.123 with 596 as the
degree f freedom and the value of mean square is found at 13.173. The total value of sum
of squares is found at 7885.518 with 599 as the degree of freedom. F value is found at
.870 and significance at .456.

Table- 5.13 (b): ANNOVA Results for Motivation on the Basis of Education

Sum of Squares df Mean Square F Sig.

Between Groups 34.395 3 11.465 .870 .456
Within Groups 7851.123 596 13.173
Total 7885.518 599

Table- 5.13 (c): Post Hoc Results for Motivation on the Basis of Education

95% Confidence
Mean Interval
(I) (J) Std.
Difference Sig.
Education Education Error Lower Upper
(I-J)
Bound Bound
Under graduation
.189 .661 .994 -1.66 2.043
level
Upto
Post graduation
intermediation .373 .624 .949 -1.378 2.123
or above
Professional -.262 .681 .986 -2.172 1.648
Upto
-.189 .661 .994 -2.043 1.665
intermediation
Under graduation
Post graduation
level .184 .366 .969 -.843 1.210
or above
Professional -.451 .456 .807 -1.731 .829
Upto
-.373 .624 .949 -2.123 1.378
intermediation
Post graduation
Under graduation
or above -.184 .366 .969 -1.210 .843
level
Professional -.634 .401 .475 -1.759 .489
Upto
.262 .681 .986 -1.648 2.172
intermediation
Under graduation
Professional .451 .456 .807 -.829 1.731
level
Post graduation
.634 .401 .475 -.489 1.759
or above
* The Mean Difference is Significant at the 0.05 Level.

The post hoc table:5.13(c) shows the influence of motivation as an intrinsic factor on the
consumer buying behaviour towards branded readymade garments and the highest

193
influence is found in case of respondents having education level upto under graduation or
above and upto intermediation (0.994) with the mean difference of 0.189. The least
significance is found in case of respondents having educational level of post graduation
or above and professionals (0.475) with the mean difference at -0.634.

5.14 DESCRIPTIVE STATISTICAL ANALYSIS OF BELIEF AND ATTITUDE

ON THE BASIS OF EDUCATION:

Table: 5.14(a) shows the influence of Belief and attitude and educational level on the
consumer buying behaviour and it is found that the highest mean is found in case of 145
respondents having education level under graduation (24.407) with 3.063 as the standard
deviation and the least influence is found in case of 112 respondents having education
level of post graduation or above (23.911) with standard deviation at .361. The total mean
is found at 24.145 with 3.389 as the standard deviation.

Table- 5.14 (a): Descriptive Statistical Analysis of Belief and Attitude on the Basis of
Education

95%
Confidence
Educational Std. Std. Interval for
N Mean Mean Minimum Maximum
level Deviation Error
Lower Upper
Bound Bound
Upto
38 24.000 2.711 .439 23.109 24.891 18.00 30.00
intermediation
Under
graduation 145 24.407 3.063 .254 23.904 24.909 16.00 30.00
level
Post graduation
305 24.124 3.452 .198 23.736 24.514 9.00 30.00
or above
Professional 112 23.911 3.819 .361 23.196 24.626 8.00 30.00
Total 600 24.145 3.389 .138 23.873 24.417 8.00 30.00

The table: 5.14(b) shows that the value of sum of squares in case of between the groups is
at 17.019, 3 as the degree of freedom and 5.673 as the mean square. The value of sum of
squares is at 6865.366 with 596 as the degree of freedom and 11.519 as the mean square.
F value is at 0. .492 and value of significance at 0.688. The total sum of squares is found
at 6882.385 with degree of freedom at 599.

194
Table- 5.14 (b): ANNOVA Results for Belief and Attitude on the Basis of Education

Sum of
df Mean Square F Sig.
Squares
Between Groups 17.019 3 5.673 .492 .688
Within Groups 6865.366 596 11.519
Total 6882.385 599

The post hoc table:5.14(c) shows the influence of Belief and attitude on the buying
behaviour of consumers towards branded readymade garments and the highest mean is
found in case of respondents with education level of upto intermediation and
professionals (0.999) with mean difference at mean difference at .089 and standard error
at 0.637. The least significance is found in case of respondents with education level of
under graduation or above and professionals (0.717) with mean difference at .496 and
standard error at .427.

Table- 5.14 (c): Post Hoc Results for Belief and Attitude on the Basis of Education

95% Confidence
(I) (J) Mean Interval
Std.
Difference Sig.
Education Education Error Lower Upper
(I-J)
Bound Bound
Under graduation
-.407 .618 .933 -2.141 1.327
level
Upto
Post graduation
intermediation -.125 .584 .997 -1.761 1.512
or above
Professional .089 .637 .999 -1.697 1.876
Upto
.407 .618 .933 -1.327 2.141
intermediation
Under graduation
Post graduation
level .282 .342 .878 -.677 1.242
or above
Professional .496 .427 .717 -.701 1.693
Upto
.124 .584 .997 -1.512 1.761
intermediation
Post graduation
Under graduation
or above -.282 .342 .878 -1.242 .677
level
Professional .214 .375 .955 -.837 1.265
Upto
-.089 .637 .999 -1.876 1.697
intermediation
Under graduation
Professional -.496 .427 .717 -1.693 .701
level
Post graduation
-.214 .375 .955 -1.265 .837
or above
* The Mean Difference is Significant at the 0.05 Level.

195
5.15 DESCRIPTIVE STATISTICAL ANALYSIS OF PERCEPTION ON THE
BASIS OF EDUCATION:

The table:5.15 (a) shows the influence of perception on the educational level of the
consumer buying behaviour and it was found that the least significance is found in case of
112 respondents who are professionals (19.259) with standard deviation of 3.880. The
highest significance is found in case of 145 respondents who have educational level of
under graduation or above (20.262) with standard deviation is found at 3.669. The total
mean is found at 19.798 with the standard deviation at 3.645.

Table- 5.15 (a): Descriptive Statistical Analysis of Perception on the Basis of

Education

95%
Confidence

Educational Std. Std. Interval for

N Mean Mean Minimum Maximum
level Deviation Error

Lower Upper
Bound Bound

Upto
38 19.632 3.491 .566 18.484 20.779 11.00 25.00
intermediation

Under
graduation 145 20.262 3.669 .305 19.659 20.864 8.00 25.00
level

Post graduation
305 19.797 3.552 .203 19.396 20.197 8.00 25.00
or above

Professional 112 19.259 3.880 .367 18.532 19.985 8.00 25.00

Total 600 19.798 3.645 .149 19.506 20.091 8.00 25.00

As shown in the table: 5.15 (b) below, the value of sum of squares between the groups is
found at 64.827 with mean square of 21.609 and F value at 1.631. The significance value
is found at .181. The value of sum of squares within the groups is found at 7895.771 with
13.248 as the value of mean square. 7960.598 is the value of total sum of squares with
599 as the degree of freedom.

196
 Table- 5.15 (b): ANNOVA Results for Perception on the Basis of Education

Sum of Squares df Mean Square F Sig.

Between Groups 64.827 3 21.609 1.631 .181
Within Groups 7895.771 596 13.248
Total 7960.598 599

The post hoc table:5.15 (c) shows the influence of perception and educational level on the
consumer buying behaviour towards branded readymade garments and the highest
significance is found in case of respondents having educational level of post graduation or
above and those upto intermediation (0.995) with the mean difference at -.165 and .626 as
the standard error. The least significance is found in case of respondents who are
professionals and those having educational level of under graduation or above (0.188)
with the mean difference at 1.003 and standard error at .458.

Table- 5.15 (c): Post Hoc Results for Perception on the Basis of Education

95% Confidence
(I) (J) Mean Interval
Std.
Difference Sig.
Education Education Error Lower Upper
(I-J)
Bound Bound
Under graduation
-.630 .663 .825 -2.490 1.229
level
Upto
Post graduation
intermediation -.165 .626 .995 -1.921 1.590
or above
Professional .373 .683 .960 -1.543 2.288
Upto
.630 .663 .825 -1.229 2.490
intermediation
Under graduation
Post graduation
level .465 .367 .658 -.564 1.495
or above
Professional 1.003 .458 .188 -.280 2.287
Upto
.165 .626 .995 -1.590 1.921
intermediation
Post graduation
Under graduation
or above -.465 .367 .658 -1.495 .564
level
Professional .538 .402 .618 -.589 1.665
Upto
-.373 .683 .960 -2.288 1.543
intermediation
Under graduation
Professional -1.003 .458 .188 -2.287 .280
level
Post graduation
-.538 .402 .618 -1.665 .589
or above
* The Mean Difference is Significant at the 0.05 Level.

197
5.16 DESCRIPTIVE STATISTICAL ANALYSIS OF COGNITION ON THE
BASIS OF EDUCATION:

The influence of cognition on the educational level is shown in table: 5.16(a) it shows that
the least mean is found in case of 38 respondents who have educational level upto
intermediation (15.553) with standard deviation of 2.468. The highest influence of
cognition is found in case of 305 respondents with post graduation or above of educational
level (16.115) with the standard deviation of 2.094, as shown in table: 5.16(a).

Table- 5.16 (a): Descriptive Statistical Analysis of Cognition on the Basis of

Education

95%
Confidence
Educational Std. Std. Interval for
N Mean Mean Minimum Maximum
level Deviation Error
Lower Upper
Bound Bound
Upto
38 15.553 2.468 .400 14.741 16.364 8.00 20.00
intermediation
Under
graduation 145 16.097 2.280 .189 15.722 16.471 8.00 20.00
level
Post graduation
305 16.115 2.094 .119 15.879 16.351 10.00 20.00
or above
Professional 112 15.857 2.269 .214 15.432 16.282 9.00 20.00
Total 600 16.027 2.198 .089 15.850 16.203 8.00 20.00

The value of sum of squares between the groups is found at 14.832 with 4.944 as the
mean square value and 3 as the degree of freedom. F value is found at 1.024 with .382 as
the significance level. The value of sum of squares within the groups is found at 2878.741
and mean square at 4.830 and 596 as the degree of freedom. The value of total sum of
squares is found at 2893.573 with 599 as the degree of freedom, as shown in table:
5.16(b).

Table- 5.16 (b): ANNOVA Results for Cognition on the Basis of Education

Sum of Squares df Mean Square F Sig.

Between Groups 14.832 3 4.944 1.024 .382
Within Groups 2878.741 596 4.830
Total 2893.573 599

198
Highest influence is found in case of respondents having education level of under
graduation or above and post graduation or above (1.000) with the mean difference at -
.018 and standard error at .222. The least significance is found in case of respondents
having education level upto intermediation and post graduation or above (0.530) with the
mean difference at -.562 and standard error at .378, as shown in table: 5.16 (c).

Table- 5.16 (c): Post Hoc Results for Cognition on the Basis of Education

95% Confidence
Mean Interval
(I) (J) Std.
Difference Sig.
Education Education Error Lower Upper
(I-J)
Bound Bound
Under
-.544 .400 .606 -1.667 .579
graduation level
Upto
Post graduation
intermediation -.562 .378 .530 -1.622 .498
or above

Professional -.304 .412 .909 -1.461 .852

Upto
.544 .400 .606 -.579 1.667
intermediation
Under
Post graduation
graduation level -.018 .222 1.000 -.639 .603
or above
Professional .239 .276 .861 -.536 1.014

Upto
.562 .378 .530 -.498 1.622
intermediation
Post graduation
Under
or above .018 .222 1.000 -.603 .639
graduation level
Professional .258 .243 .771 -.423 .938

Upto
.304 .412 .909 -.852 1.461
intermediation

Under
Professional -.239 .276 .861 -1.014 .536
graduation level

Post graduation
-.258 .243 .771 -.938 .423
or above
* The Mean Difference is Significant at the 0.05 Level.

199
5.17 DESCRIPTIVE STATISTICAL ANALYSIS OF PERSONALITY ON THE
BASIS OF EDUCATION:
The personality of the consumer has an influential role in the buying behaviour towards
branded readymade garments with respect to the level of education influences. The least
influence is found in case of 38 respondents with educational level upto intermediation
(11.710) with standard deviation (1.784) and the standard error at .289. Whereas, the
highest influence is found in case of 145 respondents having education level of under
graduation (12.117) with standard deviation of 1.784 and standard error of 1.656. The
total mean is found at 11.992 with standard deviation of 1.773. As shown in table: 5.17(a)

Table- 5.17 (a): Descriptive Statistical Analysis of Personality on the Basis of Education

95%
Confidence
Educational Std. Std. Interval for
N Mean Mean Minimum Maximum
level Deviation Error
Lower Upper
Bound Bound
Upto
38 11.710 1.784 .289 11.124 12.297 6.00 14.00
intermediation
Under
graduation 145 12.117 1.656 .137 11.845 12.389 6.00 15.00
level
Post graduation
305 11.970 1.731 .099 11.775 12.165 6.00 15.00
or above
Professional 112 11.982 2.022 .191 11.603 12.361 5.00 15.00
Total 600 11.992 1.773 .072 11.849 12.134 5.00 15.00

The table: 5.17(b) shows the sum of squares between the groups 5.437 with the mean
square is found 1.812 and F value is found at .575. The significance is found at .631. The
sum of squares within groups is found at 1877.521 with mean square at 3.150. The total
sum of squares is found at 1882.958 and degree of freedom at 599.

Table- 5.17 (b): ANNOVA Results for Personality on the Basis of Education

Sum of Squares df Mean Square F Sig.

Between Groups 5.437 3 1.812 .575 .631
Within Groups 1877.521 596 3.150
Total 1882.958 599

200
The table: 5.17(c) shows the influence of personality on the educational level of the
consumers and the highest influence is found in case of respondents having educational
level of post graduation or above and Professional (1.000) with the mean difference at -
.012 and 0.196 as the standard error. The least influence is found in case of respondents
having education level of under graduation and upto intermediation (.664) with mean
difference at -.407 and 0.323 as the standard error.

Table- 5.17 (c): Post Hoc Results for Personality on the Basis of Education

95% Confidence
Mean Interval
(I) (J) Std.
Difference Sig.
Education Education Error Lower Upper
(I-J)
Bound Bound
Under
-.407 .323 .664 -1.313 .500
graduation level
Upto
Post graduation
intermediation -.259 .305 .867 -1.116 .596
or above

Professional -.272 .333 .881 -1.206 .662

Upto
.407 .323 .664 -.500 1.313
intermediation
Under
Post graduation
graduation level .147 .179 .880 -.355 .649
or above
Professional .135 .223 .947 -.491 .761
Upto
.259 .305 .867 -.596 1.116
intermediation
Post graduation
Under
or above -.147 .179 .880 -.649 .355
graduation level
Professional -.012 .196 1.000 -.561 .538
Upto
.272 .333 .881 -.662 1.206
intermediation

Under
Professional -.135 .223 .947 -.761 .491
graduation level

Post graduation
.012 .196 1.000 -.538 .561
or above
* The Mean Difference is Significant at the 0.05 Level.

201
5.18 DESCRIPTIVE STATISTICAL ANALYSIS OF LEARNING ON THE BASIS
OF EDUCATION:
The table: 5.18(a) shows the influence of learning on the educational level of the
consumers in the purchase of branded readymade garments and it states that the 145
respondents with education level under graduation has the least influence (28.483) with
standard deviation of 3.835, whereas the 305 respondents having educational level upto
post graduation or above have the highest significance (28.839) with the standard
deviation of 3.639. The total mean is found at 28.695 with 3.761 as the standard
deviation.

Table- 5.18 (a): Descriptive Statistical Analysis of Learning on the Basis of

Education

95%
Confidence

Educational Std. Std. Interval for

N Mean Mean Minimum Maximum
level Deviation Error
Lower Upper
Bound Bound

Upto
38 28.737 3.584 .581 27.559 29.915 21.00 35.00
intermediation

Under
graduation 145 28.483 3.835 .318 27.853 29.112 13.00 35.00
level

Post graduation
305 28.839 3.639 .208 28.429 29.249 17.00 35.00
or above

Professional 112 28.562 4.071 .385 27.800 29.325 14.00 35.00

Total 600 28.695 3.761 .153 28.393 28.997 13.00 35.00

The table: 5.18(b) clearly shows the value of sum of squares between the groups at
14.919 with mean square at 4.973 and 3 as the degree of freedom. F value is found at .350
and .789 as the significance. The value of sum of squares within the groups is found at
8460.266 with the mean square at 14.195. The total value of sum of squares is found at
8475.185 and 599 as the degree of freedom.

202
 Table- 5.18 (b): ANNOVA Results for Learning on the Basis of Education

Sum of Squares df Mean Square F Sig.

Between Groups 14.919 3 4.973 .350 .789
Within Groups 8460.266 596 14.195
Total 8475.185 599

The post hoc results as shown in table:5.18(c) clearly states that the highest influence of
learning is found in case of respondents having education level of upto intermediation and
post graduation or above (0.999) with mean difference at -.102 and standard error at
0.648. The least significance is found in case of respondents having education level of
under graduation and post graduation or above (0.830) with the mean difference at -.356
and standard error at 0.380.

Table- 5.18 (c): Post Hoc Results for Learning on the Basis of Education

95% Confidence
(I) (J) Mean Interval
Std.
Difference Sig.
Education Education Error Lower Upper
(I-J)
Bound Bound
Under graduation
.254 .687 .987 -1.671 2.179
level
Upto
Post graduation
intermediation -.102 .648 .999 -1.919 1.715
or above
Professional .174 .707 .996 -1.809 2.157
Upto
-.254 .687 .987 -2.179 1.671
intermediation
Under
Post graduation
graduation level -.356 .380 .830 -1.422 .709
or above
Professional -.079 .474 .999 -1.408 1.249
Upto
.102 .648 .999 -1.715 1.919
intermediation
Post graduation
Under graduation
or above .356 .380 .830 -.709 1.422
level
Professional .277 .416 .931 -.890 1.444
Upto
-.174 .707 .996 -2.157 1.809
intermediation
Under graduation
Professional .079 .474 .999 -1.249 1.408
level
Post graduation
-.277 .416 .931 -1.444 .890
or above
* The Mean Difference is Significant at the 0.05 Level.

203
5.19 DESCRIPTIVE STATISTICAL ANALYSIS OF MOTIVATION ON THE
BASIS OF OCCUPATION:
The table: 5.19(a) shows the occupation and the impact of motivation as intrinsic factor
on the consumer buying behaviour and it is found that 75 respondents who are in the
category of homemakers have the highest mean (13.120) with standard deviation of
3.654. The least mean is found in case of 115 respondents who are professionals (11.843)
with 3.503 as the standard deviation. The value of total mean is found at 12.472 with
3.623 as the standard deviation. This clearly states that the respondents from “others”
category are more influenced by motivation in the purchase of branded readymade
garments.

Table- 5.19 (a): Descriptive Statistical Analysis of Motivation on the Basis of

Occupation

95%
Confidence
Occupation Std. Std. Interval for
N Mean Mean Minimum Maximum
Deviation Error
Lower Upper
Bound Bound
Service 296 12.412 3.661 .213 11.993 12.831 4.00 20.00
Homemaker 75 13.120 3.654 .422 12.279 13.961 5.00 20.00
Professional 115 11.843 3.503 .327 11.196 12.491 5.00 19.00
Student 84 13.024 3.657 .399 12.230 13.818 4.00 20.00
Others 30 12.300 3.375 .616 11.039 13.560 5.00 18.00
Total 600 12.472 3.623 .148 12.181 12.763 4.00 20.00

Table: 5.19(b) shows that the value of sum of squares between the groups is at 104.447
with 4 as the degree of freedom and 26.112 as the mean square. The value of sum of
squares within the groups is found at 7781.071 with 595 as the degree of freedom and
13.077 as the mean square. The total value of sum of squares is found at 7885.518 with
599 as the degree of freedom. F value is found at 1.997.

Table- 5.19 (b): ANNOVA Results for Motivation on the Basis of Occupation

Sum of Squares df Mean Square F Sig.

Between Groups 104.447 1 26.112 1.997 .094
Within Groups 7781.071 595 13.077
Total 7885.518 599

204
The post hoc table:5.19(c) shows the influence of motivation on the occupational level of
the consumers and the highest significance is found in case of respondents from service
and others as their occupation as well as in the case of homemakers and students (1.000)
with a mean difference of .112 and .096 respectively. The least significance is found in
case of respondents who are professionals and homemakers (0.228) with the mean
difference at 1.276.

Table- 5.19 (c): Post Hoc Results for Motivation on the Basis of Occupation

95% Confidence
Mean Interval
(I) (J) Std.
Difference Sig.
Occupation Occupation Error Lower Upper
(I-J)
Bound Bound
Homemaker -.708 .467 .682 -2.152 .737
Professional .569 .397 .727 -.659 1.796
Service
Student -.612 .447 .759 -1.993 .769
Others .112 .693 1.000 -2.029 2.253
Service .708 .467 .682 -.737 2.152
Professional 1.276 .537 .228 -.382 2.935
Homemaker
Student .096 .574 1.000 -1.679 1.871
Others .820 .781 .894 -1.594 3.234
Service -.569 .397 .727 -1.796 .659
Homemaker -1.276 .537 .228 -2.935 .382
Professional
Student -1.180 .519 .271 -2.784 .423
Others -.456 .741 .984 -2.747 1.834
Service .612 .447 .759 -.769 1.993
Homemaker -.096 .574 1.000 -1.871 1.679
Student
Professional 1.180 .519 .271 -.423 2.784
Others .724 .769 .927 -1.653 3.100
Service -.112 .693 1.000 -2.253 2.029
Homemaker -.820 .781 .894 -3.234 1.594
Others
Professional .456 .741 .984 -1.834 2.747
Student -.724 .769 .927 -3.100 1.653
* The Mean Difference is Significant at the 0.05 Level.

205
5.20 DESCRIPTIVE STATISTICAL ANALYSIS OF BELIEF AND ATTITUDE
ON THE BASIS OF OCCUPATION:
Table: 5.20(a) shows the influence of occupation on the consumer buying behaviour with
regard to Belief and attitude and it is found that the 75 respondents who are homemakers
have the highest mean (24.653) with standard deviation of 2.452. The least significance is
found in case of 84 respondents who are students (23.869) with standard deviation of
3.519. The total mean is found to be at 24.145 with standard deviation of 3.389.

Table- 5.20 (a): Descriptive Statistical Analysis of Belief and Attitude on the Basis of
Occupation

95%
Confidence
Std. Std. Interval for
Occupation N Mean Mean Minimum Maximum
Deviation Error
Lower Upper
Bound Bound
Service 296 24.165 3.609 .209 23.753 24.578 8.00 30.00
Homemaker 75 24.653 2.452 .283 24.089 25.217 16.00 30.00
Professional 115 23.956 3.478 .324 23.314 24.599 9.00 30.00
Student 84 23.869 3.519 .384 23.105 24.633 14.00 30.00
Others 30 24.167 2.335 .426 23.295 25.039 21.00 29.00
Total 600 24.145 3.389 .138 23.873 24.417 8.00 30.00

The table: 5.20 (b) shows the value of sum of squares in case of between the groups is at
30.001, with degree of freedom 4 and mean square 7.500. The sum of squares within the
groups is found at 6852.384, degree of freedom at 595 and mean square of 11.517. F
value is found at .651 and significance is at .626. The total value of sum of square is
found at 6882.385 and degree of freedom at 599.

Table- 5.20 (b): ANNOVA Results for Belief and Attitude on the
Basis of Occupation

Sum of Squares df Mean Square F Sig.

Between Groups 30.001 4 7.500 .651 .626
Within Groups 6852.384 595 11.517
Total 6882.385 599

206
The post hoc table: 5.20(c) shows the influence of Belief and attitude on the occupational
level of the consumers and the highest significance is found in case of respondents who
are in others and service as well as in the case of respondents who are professionals and
students (1.000) with the mean difference at -.001 and .087 respectively and standard
error at 0.650 and 0.487 respectively. The least significance is found in case of
respondents who are homemakers and students (0.714) with the mean difference at 0.784
and standard error at 0.539.

Table- 5.20 (c): Post Hoc Results for Belief and Attitude on the Basis of Occupation

95% Confidence
Mean Interval
(I) (J) Std.
Difference Sig.
Occupation Occupation Error Lower Upper
(I-J)
Bound Bound
Homemaker -.488 .439 .872 -1.843 .868
Professional .209 .373 .989 -.943 1.361
Service
Student .296 .419 .973 -.999 1.593
Others -.001 .650 1.000 -2.010 2.008
Service .488 .439 .872 -.868 1.843
Professional .697 .504 .752 -.859 2.253
Homemaker
Student .784 .539 .714 -.882 2.450
Others .487 .733 .979 -1.779 2.752
Service -.209 .373 .989 -1.361 .943
Homemaker -.697 .504 .752 -2.253 .859
Professional
Student .087 .487 1.000 -1.418 1.592
Others -.210 .696 .999 -2.359 1.939
Service -.296 .419 .973 -1.593 .999
Homemaker -.784 .539 .714 -2.450 .882
Student
Professional -.087 .487 1.000 -1.592 1.418
Others -.298 .722 .997 -2.528 1.933
Service .001 .650 1.000 -2.008 2.010
Homemaker -.487 .733 .979 -2.752 1.779
Others
Professional .210 .696 .999 -1.939 2.359
Student .298 .722 .997 -1.933 2.528
* The Mean Difference is Significant at the 0.05 Level.

207
5.21 DESCRIPTIVE STATISTICAL ANALYSIS OF PERCEPTION ON THE
BASIS OF OCCUPATION:
Occupation and the influence of perception is studied in the following table: 5.21(a) it
shows that the most influential class are the 30 respondents from others category of
occupation (20.200) with standard deviation of 3.145. The influence of perception was
found to be the least in case of 296 respondents who are students (19.682) with standard
deviation of 3.872. The total mean is found at 19.798 and standard deviation of 3.645.

Table- 5.21 (a): Descriptive Statistical Analysis of Perception on the Basis of

Occupation

95%
Confidence
Std. Std. Interval for
Occupation N Mean Mean Minimum Maximum
Deviation Error
Lower Upper
Bound Bound
Service 296 19.682 3.872 .225 19.239 20.125 8.00 25.00
Homemaker 75 20.187 3.169 .366 19.457 20.916 10.00 25.00
Professional 115 19.783 3.420 .319 19.151 20.414 11.00 25.00
Student 84 19.738 3.729 .407 18.929 20.547 8.00 25.00
Others 30 20.200 3.145 .574 19.026 21.374 11.00 24.00
Total 600 19.798 3.645 .149 19.506 20.091 8.00 25.00

The table: 5.21(b) shows the value of sum of squares between the groups as 20.460 with
mean square of 5.115 whereas it is found at 7940.139 with mean square at 13.345 in case
of within the groups. F value is found at .383 and significance level at .821 is found in
case of between the groups.

Table- 5.21 (b): ANNOVA Results for Perception on the Basis of Occupation

Sum of df Mean Square F Sig.

Squares
Between Groups 20.460 4 5.115 .383 .821
Within Groups 7940.139 595 13.345
Total 7960.598 599

The post hoc table:5.21(c) shows the influence of perception on the occupational level of
the consumers and the highest significance is found in case of respondents who are

208
professionals and in service as well as in the case of respondents in service and students
(1.000) with the mean difference at -.100 and -.056 respectively with standard deviation
of .401 and .452 respectively. Significance is found to be highest in case of respondents
from “others” and homemakers as well as in the case of homemakers and respondents
who are in service (1.000) with the mean difference at -.013 and .100 respectively and the
standard deviation .789 and .401 respectively. The least significance is found in case of
respondents who are in service and homemakers (0.888) with the mean difference at -.504
and standard deviation of .472.

Table- 5.21 (c): Post Hoc Results for Perception on The Basis of Occupation

95% Confidence
Mean Interval
(I) (J) Std.
Difference Sig.
Occupation Occupation Error Lower Upper
(I-J)
Bound Bound
Homemaker -.504 .472 .888 -1.963 .955
Professional -.100 .401 1.000 -1.340 1.140
Service
Student -.056 .452 1.000 -1.451 1.339
Others -.517 .699 .969 -2.680 1.645
Service .504 .472 .888 -.955 1.963
Professional .404 .542 .968 -1.271 2.079
Homemaker
Student .448 .580 .963 -1.345 2.241
Others -.013 .789 1.000 -2.452 2.425
Service .100 .401 1.000 -1.140 1.340
Homemaker -.404 .542 .968 -2.079 1.271
Professional
Student .044 .524 1.000 -1.576 1.665
Others -.417 .749 .989 -2.731 1.897
Service .056 .452 1.000 -1.339 1.451
Homemaker -.448 .580 .963 -2.242 1.345
Student
Professional -.044 .524 1.000 -1.665 1.576
Others -.462 .777 .986 -2.863 1.939
Service .517 .699 .969 -1.645 2.680
Homemaker .013 .789 1.000 -2.425 2.452
Others
Professional .417 .749 .989 -1.897 2.731
Student .462 .777 .986 -1.939 2.863
* The Mean Difference is Significant at the 0.05 Level.

209
5.22 DESCRIPTIVE STATISTICAL ANALYSIS OF COGNITION ON THE
BASIS OF OCCUPATION:
The table: 5.22(a) shows the influence of cognition on the occupational level and it states
that 30 respondents from others as the occupational level have the least influence (15.600)
with standard deviation at 2.010. The highest mean is found in case of 84 respondents
who are students (16.131) with standard deviation of 2.188. The total mean is found at
16.027 with standard deviation at 2.198.

Table- 5.22 (a): Descriptive Statistical Analysis of Cognition on the Basis of

Occupation

95%
Confidence
Std. Std. Interval for
Occupation N Mean Mean Minimum Maximum
Deviation Error
Lower Upper
Bound Bound
Service 296 16.074 2.216 .129 15.821 16.328 9.00 20.00
Homemaker 75 16.093 2.243 .259 15.577 16.609 8.00 20.00
Professional 115 15.896 2.194 .204 15.490 16.301 8.00 20.00
Student 84 16.131 2.188 .239 15.656 16.606 11.00 20.00
Others 30 15.600 2.010 .367 14.849 16.351 10.00 19.00
Total 600 16.027 2.198 .089 15.850 16.203 8.00 20.00

The value of sum of squares between the groups is found at 89.061 with mean square of
22.265 whereas the sum of squares within the groups is found at 4292.857 with 7.215 as
the mean square. F value is found at 3.086 and the significance is found at 0.016, as
shown in table: 5.22 (b).

Table- 5.22 (b): ANNOVA Results for Cognition on the Basis of Occupation

Sum of
df Mean Square F Sig.
Squares
Between Groups 9.354 4 2.339 .482 .749
Within Groups 2884.219 595 4.847
Total 2893.573 599

210
The table:5.22(c) shows the highest significance in case of respondents who are
homemakers and service as well as respondents who are service and students (1.000) with
the mean difference at -.019 and -.057 respectively. The least significance is found in case
of respondents who are students and into “others” as their occupation (0.864) with the
mean difference at .531.

Table- 5.22 (c): Post Hoc Results for Cognition on the Basis of Occupation

95% Confidence
Mean
(I) (J) Std. Interval
Difference Sig.
Occupation Occupation Error Lower Upper
(I-J)
Bound Bound
Homemaker -.019 .285 1.000 -.898 .860

Professional .179 .242 .969 -.569 .926

Service
Student -.057 .272 1.000 -.898 .784

Others .474 .423 .867 -.829 1.778

Service .019 .285 1.000 -.860 .898
Professional .198 .327 .985 -.812 1.207
Homemaker
Student -.038 .349 1.000 -1.118 1.043
Others .493 .476 .898 -.976 1.963
Service -.179 .242 .969 -.926 .569
Homemaker -.198 .327 .985 -1.207 .812
Professional
Student -.235 .316 .968 -1.212 .741
Others .296 .451 .980 -1.099 1.690
Service .057 .272 1.000 -.784 .898
Homemaker .038 .349 1.000 -1.043 1.118
Student
Professional .235 .316 .968 -.741 1.212
Others .531 .468 .864 -.916 1.978
Service -.474 .422 .867 -1.778 .829

Homemaker -.493 .476 .898 -1.963 .976

Others
Professional -.296 .451 .980 -1.690 1.099

Student -.531 .468 .864 -1.978 .916

* The Mean Difference is Significant at the 0.05 Level.

211
5.23 DESCRIPTIVE STATISTICAL ANALYSIS OF PERSONALITY ON THE
BASIS OF OCCUPATION:
The occupation of consumer and buying behaviour of the consumer towards the branded
readymade garments and it if found that the least significance is found in case of 30
respondents (11.867) with standard deviation at 1.995. The highest significance is found
in case 75 homemakers (12.200) with standard deviation of 1.602. The total mean is
found at 11.992 with standard deviation at 1.773, as shown in table: 5.23 (a).

Table- 5.23 (a): Descriptive Statistical Analysis of Personality on the Basis of

Occupation

95%
Confidence
Std. Std. Interval for
Occupation N Mean Mean Minimum Maximum
Deviation Error
Lower Upper
Bound Bound
Service 296 11.966 1.805 .105 11.759 12.173 6.00 15.00
Homemaker 75 12.200 1.602 .185 11.831 12.569 6.00 15.00
Professional 115 12.035 1.659 .155 11.728 12.341 6.00 15.00
Student 84 11.881 1.891 .206 11.471 12.291 5.00 15.00
Others 30 11.867 1.995 .364 11.122 12.612 6.00 15.00
Total 600 11.992 1.773 .072 11.849 12.134 5.00 15.00

The table: 5.23(b) shows the value of sum of squares between the groups is at 5.159 with
mean square at 1.290 and 4 as the degree of freedom. F value is at 0.409 and 0.802 as the
value of significance. The value of sum of squares within the groups is found at 1877.799
with 3.156 as the value of mean square and 595 as the degree of freedom. The total sum
of squares is found at 1882.958 with 599 as the degree of freedom.

Table- 5.23 (b): ANNOVA Results for Personality on the Basis of Occupation

Sum of
df Mean Square F Sig.
Squares
Between Groups 5.159 4 1.290 .409 .802
Within Groups 1877.799 595 3.156
Total 1882.958 599

212
The table: 5.23(c) shows the influence of personality on the occupational level of the
consumers in the purchase of branded readymade garments and the highest significance is
found in case of respondents who are students and those who are in “others” as their
occupation and the least significance is found in case of respondents who are in service
and homemakers (0.904) with the mean difference at -.234.

Table- 5.23 (c): Post Hoc Results for Personality on the Basis of Occupation

95% Confidence
Mean
(I) (J) Std. Interval
Difference Sig.
Occupation Occupation Error Lower Upper
(I-J)
Bound Bound
Homemaker -.234 .229 .904 -.943 .476

Professional -.068 .195 .998 -.672 .535

Service
Student .085 .219 .997 -.593 .764

Others .099 .340 .999 -.952 1.151

Service .234 .229 .904 -.476 .943
Professional .165 .264 .983 -.649 .979
Homemaker
Student .319 .282 .865 -.553 1.191
Others .333 .384 .944 -.852 1.519
Service .068 .195 .998 -.535 .672
Homemaker -.165 .264 .983 -.979 .649
Professional
Student .154 .255 .985 -.634 .942
Others .168 .364 .995 -.957 1.293
Service -.085 .219 .997 -.764 .593
Homemaker -.319 .282 .865 -1.191 .553
Student
Professional -.154 .255 .985 -.942 .634
Others .014 .378 1.000 -1.153 1.182
Service -.099 .340 .999 -1.151 .952

Homemaker -.333 .384 .944 -1.519 .852

Others
Professional -.168 .364 .995 -1.293 .957

Student -.014 .378 1.000 -1.182 1.153

* The Mean Difference is Significant at the 0.05 Level.

213
5.24 DESCRIPTIVE STATISTICAL ANALYSIS OF LEARNING ON THE BASIS
OF OCCUPATION:
The influence of learning on the occupational level of the consumer is studied and
analysed in table: 5.24(a) which shows that the highest influence of learning is found on
75 respondents who are homemakers (28.960) with the standard deviation of 3.581. The
least influenced group are the 115 respondents from professional background (28.183)
having a standard deviation of 4.135. The total mean is found at 28.695 and 3.761 is the
standard deviation.

Table- 5.24 (a): Descriptive Statistical Analysis of Learning on the Basis of

Occupation

95%
Confidence
Std. Std. Interval for
Occupation N Mean Mean Minimum Maximum
Deviation Error
Lower Upper
Bound Bound
Service 296 28.693 3.754 .218 28.263 29.122 14.00 35.00
Homemaker 75 28.960 3.581 .413 28.136 29.784 19.00 35.00
Professional 115 28.183 4.135 .385 27.419 28.946 13.00 35.00
Student 84 29.262 3.496 .381 28.503 30.020 20.00 35.00
Others 30 28.433 3.431 .626 27.152 29.714 23.00 35.00
Total 600 28.695 3.761 .153 28.393 28.997 13.00 35.00

The value of sum of squares between the groups is found at 64.511 with mean square at
16.128. The value of F is found to be at 1.141 and .336 as the significance level. The
value of sum of squares within the groups is found at 8410.674 with a mean square of
14.136. The total value of sum of squares is found to be at 8475.185 and degree of
freedom at 599, as shown in table: 5.24 (b).

Table- 5.24 (b): ANNOVA Results for Learning on the Basis of Occupation

Sum of Squares df Mean Square F Sig.

Between Groups 64.511 4 16.128 1.141 .336
Within Groups 8410.674 595 14.136
Total 8475.185 599

214
The table: 5.24(c) clearly shows the highest influence of learning on the consumer buying
behaviour towards branded readymade garments and highest influence is found in case of
respondents who are in service and “others” (0.998) with the mean difference at .259 and
standard error at .720. The least influence is found in case of respondents who are
students and professionals (0.407) with .720 and standard error at .539.

Table- 5.24 (c): Post Hoc Results for Learning on the Basis of Occupation

95% Confidence
Mean
(I) (J) Std. Interval
Difference Sig.
Occupation Occupation Error Lower Upper
(I-J)
Bound Bound
Homemaker -.267 .486 .990 -1.769 1.234

Professional .509 .413 .822 -.767 1.786

Service
Student -.569 .465 .826 -2.005 .867

Others .259 .720 .998 -1.967 2.485

Service .267 .486 .990 -1.234 1.769
Professional .778 .558 .747 -.947 2.502
Homemaker
Student -.302 .597 .992 -2.147 1.544
Others .527 .812 .981 -1.983 3.036
Service -.509 .413 .822 -1.786 .767
Homemaker -.777 .558 .747 -2.502 .947
Professional
Student -1.079 .539 .407 -2.747 .588
Others -.251 .771 .999 -2.632 2.131
Service .569 .465 .826 -.867 2.005
Homemaker .302 .597 .992 -1.544 2.147
Student
Professional 1.079 .539 .407 -.588 2.747
Others .829 .799 .898 -1.642 3.299
Service -.259 .720 .998 -2.485 1.967

Homemaker -.527 .812 .981 -3.036 1.983

Others
Professional .251 .771 .999 -2.131 2.632

Student -.828 .799 .898 -3.299 1.642

* The Mean Difference is Significant at the 0.05 Level.

215
5.25 DESCRIPTIVE STATISTICAL ANALYSIS OF MOTIVATION ON THE
BASIS OF ANNUAL INCOME:
The table: 5.25(a) studies the influence of motivation on the consumer purchase
behaviour with respect of annual income and it is found that the least influence is found in
case of 107 respondents having annual income between 5,00,000-10,00,000 (12.336) with
standard deviation at 3.662 and the highest influence is found in case of 60 respondents
having annual income above 10,00,000 (12.767). The value of total mean for 600
respondents is found at 12.472 with 3.628 as the standard deviation.

Table- 5.25 (a): Descriptive Statistical Analysis of Motivation on the Basis of Annual
Income

95%
Confidence
Annual Interval for
income Std. Std.
N Mean Mean Minimum Maximum
Deviation Error
Lower Upper
Bound Bound
<200000 230 12.265 3.594 .237 11.798 12.732 4.00 20.00
200001-
203 12.689 3.564 .250 12.196 13.183 4.00 20.00
500000
500001-
107 12.336 3.662 .354 11.634 13.038 4.00 20.00
100000
>100000 60 12.767 3.933 .508 11.751 13.783 5.00 20.00
Total 600 12.472 3.628 .148 12.181 12.763 4.00 20.00

The table: 5.25(b) shows the value of sum of squares between the groups is at 26.627
with 3 as the degree of freedom and 8.876 as the mean square. The value of sum of
squares is found at 7858.891 with 596 as the degree of freedom and 13.186 as the mean
square in case of within the groups. F value is found at .673 and the value of
significance at .569. The total value of sum of squares is found at 7885.518 with 599 as
the degree of freedom.

Table- 5.25 (b): ANNOVA Results for Motivation on the Basis of Annual Income

Sum of Squares df Mean Square F Sig.

Between Groups 26.627 3 8.876 .673 .569
Within Groups 7858.891 596 13.186
Total 7885.518 599

216
The post hoc table: 5.25(c)shows the influence of motivation on the income level of the
consumers and the highest significance is found in case of respondents having income
less than 2,00,000 and 500001-100000 (0.999) with the mean difference at -.071. The
least significance is found in case of respondents earning less than 2,00,000 and between
200001-500000 (0.689) with the mean difference at -.424.

Table- 5.25 (c): Post Hoc Results for Motivation on the Basis of Annual Income

95% Confidence
(I) Mean
(J) Std. Interval
Annual Difference Sig.
Annual Income Error Lower Upper
Income (I-J)
Bound Bound

200001-500000 -.424 .349 .689 -1.405 .556

<200000 500001-100000 -.071 .425 .999 -1.262 1.120

>100000 -.501 .526 .824 -1.977 .974

<200000 .424 .349 .689 -.556 1.405

200001-
500001-100000 .353 .434 .882 -.863 1.569
500000
>100000 -.077 .533 .999 -1.573 1.419

<200000 .071 .425 .999 -1.120 1.262

500001-
200001-500000 -.353 .434 .882 -1.569 .863
100000
>100000 -.430 .586 .910 -2.072 1.212

<200000 .501 .526 .824 -.974 1.977

>100000 200001-500000 .077 .533 .999 -1.419 1.573

500001-100000 .430 .586 .910 -1.212 2.072

* The Mean Difference is Significant at the 0.05 Level.

5.26 DESCRIPTIVE STATISTICAL ANALYSIS OF BELIEF AND ATTITUDE

ON THE BASIS OF ANNUAL INCOME:

The table: 5.26(a) shows the highest mean is found in case of 230 respondents having
more than 10,00,000 (24.567) with the standard deviation of 4.102 and the least
significance is found in case of 107 respondents earning annual income 5,00,001-
10,00,000 (23.757) with the standard deviation (3.576). The total mean is found at 24.145
with standard deviation of 3.389.

217
Table- 5.26 (a): Descriptive Statistical Analysis of Belief and Attitude on the Basis of
Annual Income

95%
Confidence
Annual
Std. Std. Interval for
income N Mean Minimum Maximum
Deviation Error Mean

Lower Upper
Bound Bound

<200000 230 24.009 3.342 .220 23.574 24.443 9.00 30.00

200001-
203 24.379 3.094 .217 23.951 24.807 13.00 30.00
500000
500001-
107 23.757 3.576 .346 23.072 24.442 12.00 30.00
100000
>100000 60 24.567 4.102 .529 23.507 25.626 8.00 30.00

Total 600 24.145 3.389 .138 23.873 24.417 8.00 30.00

The table: 5.26(b) shows that the value of sum of squares between the groups is found
42.194, degree of freedom at 3 and mean square at 14.065. The sum of squares is found at
6840.191within the groups, degree of freedom is at 596 and mean square 11.477. The
total value of sum of squares (6882.385) with degree of freedom is at 599. F value is
found at 1.225 and the value is at 0. .300.

Table- 5.26 (b): ANNOVA Results for Belief and Attitude on the Basis of
Annual Income

Sum of
df Mean Square F Sig.
Squares

Between Groups 42.194 3 14.065 1.225 .300

Within Groups 6840.191 596 11.477

Total 6882.385 599

The post hoc table:5.26(c) shows the influence of Belief and attitude on the income level
of the consumers in the purchase of branded readymade garments and the highest

218
significance is found in case of respondents having less than 2,00,000 and between
5,00,001- 10,00,000 (0.940) with the mean difference at .252 and standard error at 0.396.
The least significance is found in case of respondents having income between 200001-
500000 and 500001-100000 (0.501) with the mean difference at 0.622 and standard error
at 0.405.

Table- 5.26 (c): Post Hoc Results for Belief and Attitude on the
Basis of Annual Income

95% Confidence
(I) Mean
(J) Std. Interval
Annual Difference Sig.
Annual Income Error Lower Upper
Income (I-J)
Bound Bound
200001-500000 -.371 .326 .731 -1.285 .544
<200000 500001-100000 .252 .396 .940 -.859 1.363
>100000 -.558 .491 .731 -1.935 .819
<200000 .371 .326 .731 -.544 1.285
200001-
500001-100000 .622 .405 .501 -.512 1.757
500000
>100000 -.187 .498 .986 -1.583 1.208
<200000 -.252 .396 .940 -1.363 .859
500001-
200001-500000 -.622 .405 .501 -1.757 .512
100000
>100000 -.809 .546 .533 -2.341 .722
<200000 .558 .491 .731 -.819 1.935

>100000 200001-500000 .187 .498 .986 -1.208 1.583

500001-100000 .809 .546 .533 -.722 2.341

* The Mean Difference is Significant at the 0.05 Level.

5.27 DESCRIPTIVE STATISTICAL ANALYSIS OF PERCEPTION ON THE

BASIS OF ANNUAL INCOME:

The table: 5.27(a) shows the influence of perception on the annual income of the
consumer buying behaviour is found to be highest in case of 60 respondents with annual
income of more than 10,00,000 are the most influenced (20.283) with 3.932 as the
standard deviation, whereas the 107 respondents with annual income between 500001-
100000 have the least influence of perception (3.976) with standard deviation of 3.976.

219
 Table- 5.27 (a): Descriptive Statistical Analysis of Perception on the Basis of
Annual Income
95%
Confidence
Annual
Std. Std. Interval for
income N Mean Minimum Maximum
Deviation Error Mean

Lower Upper
Bound Bound
<200000 230 19.678 3.583 .236 19.213 20.144 9.00 25.00
200001-
203 20.084 3.422 .240 19.610 20.557 8.00 25.00
500000
500001-
107 19.243 3.976 .384 18.481 20.005 8.00 25.00
100000
>100000 60 20.283 3.932 .508 19.268 21.299 10.00 25.00
Total 600 19.798 3.645 .149 19.506 20.091 8.00 25.00

The value of sum of squares is found at 66.965 with mean square of 22.322 in case of
between the groups and degree of freedom at 3. The value of F is at 1.685 and .169 as the
level of significance. The value of sum of squares within the groups is found at 7893.633
with 13.244 as the mean square and degree of freedom at 596. The total value of sum of
squares is found at 5180.260 and degree of freedom at 599, as shown in table: 5.27(b)

Table- 5.27 (b): ANNOVA Results for Perception on The Basis of Annual Income

Sum of
df Mean Square F Sig.
Squares
Between Groups 66.965 3 22.322 1.685 .169
Within Groups 7893.633 596 13.244
Total 7960.598 599

The post hoc table:5.27 (c) shows the influence of perception on the income level of the
consumer towards the purchase of branded readymade garments and the highest influence
is found in case of respondents having income between 200001-500000 and more than
2,00,000 (0.987) with the mean difference at 0.841 and standard error at 0.535. The least
significance is found in case of respondents having income between 200001-500000 and
500001-100000 (0.292) with the mean difference at .841 and standard error at .435.

220
 Table- 5.27 (c): Post Hoc Results for Perception on the Basis of Annual Income

95% Confidence
(I) (J) Mean
Std. Interval
Difference Sig.
Annual Annual
Error Lower Upper
Income Income (I-J)
Bound Bound

200001-500000 -.405 .350 .720 -1.388 .577

<200000 500001-100000 .435 .426 .790 -.759 1.629

>100000 -.605 .528 .726 -2.084 .874

<200000 .405 .350 .720 -.577 1.388

200001-
500001-100000 .841 .435 .292 -.378 2.059
500000
>100000 -.199 .535 .987 -1.699 1.299

<200000 -.435 .426 .790 -1.629 .759

500001-
200001-500000 -.841 .435 .292 -2.059 .378
100000
>100000 -1.040 .587 .371 -2.686 .605

<200000 .605 .527 .726 -.874 2.084

>100000 200001-500000 .199 .535 .987 -1.299 1.699

500001-100000 1.040 .587 .371 -.605 2.686

* The Mean Difference is Significant at the 0.05 Level.

5.28 DESCRIPTIVE STATISTICAL ANALYSIS OF COGNITION ON THE

BASIS OF ANNUAL INCOME:

The table: 5.28(a) shows the influence of cognition on annual income on the consumer
buying behaviour towards branded readymade garments and it is found that the least
influence is found in case of 107 respondents within the annual income of 500001-
100000 (15.505) with standard deviation of 2.178. The highest influence is found in case
of 60 respondents with income level of more than 10,00,000 (16.483) with the standard
deviation of 2.777. The total mean is found at 16.027 with standard deviation at 2.198.

221
 Table- 5.28 (a): Descriptive Statistical Analysis of Cognition on the Basis of
Annual Income

95%
Confidence
Annual
Std. Std. Interval for
income N Mean Minimum Maximum
Deviation Error Mean

Lower Upper
Bound Bound
<200000 230 16.026 2.227 .147 15.737 16.315 8.00 20.00
200001-
203 16.167 1.932 .136 15.900 16.435 10.00 20.00
500000
500001-
107 15.505 2.178 .210 15.087 15.922 10.00 20.00
100000
>100000 60 16.483 2.777 .358 15.766 17.200 9.00 20.00
Total 600 16.027 2.198 .089 15.850 16.203 8.00 20.00

The value of sum of squares between the groups is found at 45.693 with 15.231 as the
mean square whereas within the groups and the degree of freedom at 3. The value of sum
of squares is found at 2847.880 with 4.778 as the mean square and degree of freedom at
596. F value is found at 3.188 and the significance at .023. The value of total sum of
squares is found at 2893.573 with the degree of freedom at 599.

Table- 5.28 (b): ANNOVA Results for Cognition on the Basis of Annual Income

Sum of Squares df Mean Square F Sig.

Between Groups 45.693 3 15.231 3.188 .023*
Within Groups 2847.880 596 4.778
Total 2893.573 599

The results shows the post hoc analysis shows that the highest mean is found in case of
respondents having the income level between 200001-500000 and less than 2,00,000
(0.929) with the mean difference at -.141 and the standard error at 0.210. The least
significance is found in case of respondents having income level between 500001-100000
and more than 10,00,000 (0.054) with the mean difference is found at -.979 and standard
error at .352, as per table; 5.28 (c).

222
 Table- 5.28 (c): Post Hoc Results for Cognition on the Basis of Annual Income

95% Confidence
(I) Mean Interval
(J) Std.
Annual Difference Sig.
Annual Income Error Lower Upper
Income (I-J)
Bound Bound
200001-500000 -.141 .210 .929 -.732 .449
<200000 500001-100000 .521 .256 .246 -.196 1.238
>100000 -.457 .317 .556 -1.34 .431
<200000 .141 .210 .929 -.449 .732
200001-
500001-100000 .663 .261 .093 -.069 1.395
500000
>100000 -.316 .321 .809 -1.216 .585
<200000 -.521 .256 .246 -1.238 .196
500001-
200001-500000 -.663 .261 .093 -1.395 .069
100000
>100000 -.979 .352 .054 -1.967 .009
<200000 .457 .317 .556 -.431 1.346
>100000 200001-500000 .316 .321 .809 -.585 1.216
500001-100000 .979 .352 .054 -.009 1.967
* The Mean Difference is Significant at the 0.05 Level.

5.29 DESCRIPTIVE STATISTICAL ANALYSIS OF PERSONALITY ON THE

BASIS OF ANNUAL INCOME:

The table: 5.29(a) shows the effect of personality on the annual income of the consumer
while making purchase of branded readymade garments. The table: shows the least
influence in the case of 107 respondents having annual income between the age group of
500001-100000 (11.495) with the standard deviation of 1.935. The highest influence is
found in case of 60 respondents earning more than 10,00,000 (12.217) with standard
deviation of 1.887. The total mean is found at 11.991 with standard deviation of 1.773.

Table- 5.29 (a): Descriptive Statistical Analysis of Personality on the Basis of Annual
Income
95% Confidence
Annual Interval for Mean
income Std. Std.
N Mean Minimum Maximum
Deviation Error Lower Upper
Bound Bound
<200000 230 12.022 1.734 .114 11.796 12.247 6.00 15.00
200001-
203 12.153 1.653 .116 11.924 12.381 5.00 15.00
500000
500001-
107 11.495 1.935 .187 11.124 11.866 6.00 15.00
100000
>100000 60 12.217 1.887 .244 11.729 12.704 6.00 15.00
Total 600 11.991 1.773 .072 11.849 12.134 5.00 15.00

223
The table: 5.29(b) shows that the sum of squares is found at 34.870 with mean square at
11.623 and .011 as the significance. The value of F is found at 0.011. The value of sum of
squares is found at 1848.088 with mean square at 3.101. The total sum of squares is found
at 1882.958 with degree of freedom at 599.

Table- 5.29 (b): ANNOVA Results for Personality on the Basis of Annual Income

Sum of
df Mean Square F Sig.
Squares
Between Groups 34.870 3 11.623 3.748 .011*
Within Groups 1848.088 596 3.101
Total 1882.958 599

The table:5.29(c) shows the influence of personality on the income level of the consumers
and the highest influence is found in case respondents having income of less than
2,00,000 and more than 10,00,000 (0.900) with the mean difference at -.195 and the least
significance is found in case of respondents having income level between 200001-500000
and 500001-100000 (0.021) with the mean difference at .657 and standard error at .210.

Table- 5.29 (c): Post Hoc Results for Personality on the Basis of Annual Income

95% Confidence
(I) (J) Mean Interval
Difference Std.
Annual Annual Sig.
Error Lower Upper
Income Income (I-J)
Bound Bound
200001-500000 -.131 .169 .897 -.606 .344
<200000 500001-100000 .526 .206 .090 -.051 1.104
>100000 -.195 .255 .900 -.911 .521
<200000 .131 .169 .897 -.344 .606
200001- *
500001-100000 .657 .210 .021 .068 1.247
500000
>100000 -.064 .259 .996 -.789 .661
<200000 -.526 .206 .090 -1.104 .051
500001-
200001-500000 -.657* .210 .021 -1.247 -.068
100000
>100000 -.721 .284 .093 -1.518 .075
<200000 .195 .255 .900 -.521 .911
>100000 200001-500000 .064 .259 .996 -.661 .789
500001-100000 .721 .284 .093 -.075 1.518
* The Mean Difference Is Significant At The 0.05 Level

224
5.30 DESCRIPTIVE STATISTICAL ANALYSIS OF LEARNING ON THE BASIS
OF ANNUAL INCOME:

The influence of income level of the consumers and the learning as an intrinsic factor is
studied in table: 5.30(a) and it shows that 203 respondents having income between
200001-500000are the most influenced (29.103) with standard deviation of 3.353. The
least significance is found in case of 107 respondents having income of more
than10,00,000 (28.317) with the standard deviation of 4.630. The total mean is found at
28.695 and the standard deviation of 3.761.

Table- 5.30 (a): Descriptive Statistical Analysis of Learning on the Basis of Annual
Income

95%
Confidence
Annual Interval for
income Std. Std.
N Mean Mean Minimum Maximum
Deviation Error
Lower Upper
Bound Bound
<200000 230 28.491 3.865 .255 27.989 28.993 17.00 35.00
200001-
203 29.103 3.353 .235 28.639 29.567 17.00 35.00
500000
500001-
107 28.570 3.717 .359 27.858 29.282 19.00 35.00
100000
>100000 60 28.317 4.630 .598 27.120 29.513 13.00 35.00
Total 600 28.695 3.761 .153 28.393 28.997 13.00 35.00

The table: 5.30(b) shows the value of sum of squares between the groups at 53.667 with
mean square is at 17.889. The value of F is found at 1.266 with significance level .285.
The value of sum of squares within the groups is found at 8421.518 with standard
deviation of 14.130. The total value of sum of squares is found at 8475.185 with 599 as
the degree of freedom.

Table- 5.30 (b): ANNOVA Results for Learning on the Basis of Annual Income

Sum of
df Mean Square F Sig.
Squares
Between Groups 53.667 3 17.889 1.266 .285
Within Groups 8421.518 596 14.130
Total 8475.185 599

225
The post hoc table:5.30(c) shows the influence of income level on the consumer buying
behaviour and the highest influence is found in case of respondents having income of less
than 2,00,000 and between 500001-100000 (0.998) with the mean difference at -.079 and
standard error at .439. The least influence is found in case of respondents having income
less than 2,00,000 and between 200001-500000 (0.415) with the mean difference at -.612
and the standard error at .362.

Table- 5.30 (c): Post Hoc Results for Learning on the Basis of Annual Income

95% Confidence
(I) Mean Interval
(J)
Annual Difference Std. Sig.
Annual Income Error Lower Upper
Income (I-J)
Bound Bound
200001-500000 -.612 .362 .415 -1.627 .403
<200000 500001-100000 -.079 .439 .998 -1.312 1.154
>100000 .175 .545 .992 -1.353 1.702
<200000 .612 .362 .415 -.403 1.627
200001-
500001-100000 .533 .449 .703 -.726 1.792
500000
>100000 .787 .552 .567 -.762 2.335
<200000 .079 .439 .998 -1.154 1.312
500001-
200001-500000 -.533 .449 .703 -1.792 .726
100000
>100000 .253 .606 .982 -1.446 1.953
<200000 -.175 .545 .992 -1.702 1.353
>100000 200001-500000 -.787 .552 .567 -2.335 .762
500001-100000 -.253 .606 .982 -1.953 1.446
* The Mean Difference is Significant at the 0.05 Level.

5.31 DESCRIPTIVE STATISTICAL ANALYSIS OF MOTIVATION ON THE

BASIS OF AGE OF CHILDREN:

The table: 5.31(a) shows the influence of motivation factor and the age of children in the
family and it is found that the highest mean is in the case of 79 respondents who have
children upto the age of 6 -8 years (13.304) with 3.773 as the standard deviation and the
least influence is found in case of 80 respondents having children of above 8 years of age
(11.925) with 3.754 as the standard deviation. The value of total mean is found at 12.472
with 3.628 as the standard deviation.

226
Table- 5.31 (a): Descriptive Statistical Analysis of Motivation on the Basis of Age of
Children

Age of 95% Confidence

children Std. Std. Interval for Mean
N Mean Minimum Maximum
(in Deviation Error Lower Upper
years) Bound Bound

Less
than 2 217 12.267 3.574 .242 11.789 12.745 4.00 20.00
years
2 -4 133 12.797 3.561 .309 12.186 13.408 5.00 20.00
4–6 91 12.242 3.532 .370 11.506 12.977 4.00 20.00
6–8 79 13.304 3.773 .424 12.459 14.149 4.00 20.00
Above 8
80 11.925 3.754 .419 11.089 12.760 5.00 20.00
years
Total 600 12.472 3.628 .148 12.181 12.763 4.00 20.00

The table: 5.31(b) shows that the value of sum of squares between the groups is at
106.562 with 4 as the degree of freedom and 26.640 as the mean square. The value of
sum of squares is found at 7778.957 with 595 as the degree of freedom and mean square
at 13.074. The value of total sum of square is at 7885.518 with 599 as the degree of
freedom. The value of F is found at 2.038 and the level of significance at 0.088.

Table- 5.31 (b): ANNOVA Results for Motivation on the Basis of

Age of Children

Sum of Squares df Mean Square F Sig.

Between Groups 106.562 4 26.640 2.038 .088
Within Groups 7778.957 595 13.074
Total 7885.518 599

The post hoc table: 5.31(c) shows the influence of motivation on the consumer buying
behaviour with regard to the age of children and the highest significance is found in case
of respondents having children 4- 6 years of age and less than 2 years of age as well as in
case of respondents having children of 4 – 6 years and less than 2 years of age (1.000)

227
with the mean difference at 0.25. The least significance is found in case of respondents
having children upo the age of less than 2 years and 6 - 8 years (0.314) with the mean
difference at -1.036

Table- 5.31 (c): Post Hoc Results for Motivation on the Basis of Age of Children

(I) (J) 95% Confidence

Mean Interval
Age of Age of Difference Std.
Sig.
Children Children Error Lower Upper
(I-J)
(in years) (in years) Bound Bound
2- 4 -.529 .398 .778 -1.760 .700

Less than 2 4–6 .025 .451 1.000 -1.369 1.421

years 6- 8 -1.036 .475 .314 -2.505 .432
Above 8 .342 .473 .971 -1.119 1.804
Less than 2
.529 .398 .778 -.701 1.760
years

2- 4 4–6 .555 .492 .866 -.965 2.075

6- 8 -.507 .514 .914 -2.094 1.080
Above 8 .872 .511 .574 -.709 2.453
Less than 2
-.025 .451 1.000 -1.421 1.369
years

4–6 2- 4 -.555 .492 .866 -2.075 .965

6- 8 -1.062 .556 .456 -2.780 .656
Above 8 .317 .554 .988 -1.396 2.029
Less than 2
1.036 .475 .314 -.432 2.505
years

6 -8 2- 4 .507 .514 .914 -1.080 2.094

4–6 1.062 .556 .456 -.656 2.780
Above 8 1.379 .573 .218 -.393 3.151
Less than 2
-.342 .473 .971 -1.804 1.119
years

Above 8 2- 4 -.872 .511 .574 -2.453 .709

4–6 -.317 .554 .988 -2.029 1.396
6 -8 -1.379 .573 .218 -3.151 .393
* The Mean Difference is Significant at the 0.05 Level.

228
5.32 DESCRIPTIVE STATISTICAL ANALYSIS OF BELIEF AND ATTITUDE
ON THE BASIS OF AGE OF CHILDREN:

The table: 5.32(a) shows the influence of Belief and attitude and age of children on the
buying behaviour towards branded readymade garments, it clearly states that 217
respondents having children less than 2 years has the highest mean (24.217) with standard
deviation of 3.295. The least significance is found in case of 79 respondents (23.949) with
standard deviation of 3.879, in case of respondents having children from 6 -8 years of age
in the family. The total mean is found at 24.145 with 3.389 as the standard deviation.

Table- 5.32 (a): Descriptive Statistical Analysis of Belief and Attitude on the Basis of
Age of Children

95% Confidence
Age of Interval for
children Std. Std. Mean
N Mean Minimum Maximum
(in Deviation Error
years) Lower Upper
Bound Bound
Less than
217 24.217 3.295 .224 23.776 24.657 9.00 30.00
2 years
2 -4 133 24.188 3.364 .292 23.611 24.765 16.00 30.00
4–6 91 24.187 3.333 .349 23.493 24.881 12.00 29.00
6–8 79 23.949 3.879 .436 23.080 24.818 8.00 30.00
Above 8
80 24.025 3.307 .369 23.289 24.761 13.00 30.00
years
Total 600 24.145 3.389 .138 23.873 24.417 8.00 30.00

The table: 5.32(b) shows that the value of sum of squares between the groups is at 5.692,
with 4 as the degree of freedom and 1.423 as the mean square. The value of sum of
squares is found at 6876.693 with 595 as the degree of freedom and 11.557 as the mean
square. The value of F is found at 0.123 with 0.974 as the level of significance. The total
value of sum of squares is found at 6882.385 with 599 as the degree of freedom.

Table- 5.32 (b): ANNOVA Results for Belief and Attitude on the Basis of Age of
Children

Sum of Squares df Mean Square F Sig.

Between Groups 5.692 4 1.423 .123 .974
Within Groups 6876.693 595 11.557
Total 6882.385 599

229
The post hoc table: 5.32(c) shows the influence of Belief and attitude on the age of
children in the family in the purchase process of branded readymade garments and the
highest significance is found in case of respondents having children of less than 2 years
and 2 -4 years of age and less than 2 years and 4- 6 years of age (1.00) with the mean
difference at 0.029 and standard error at .374 and .424 respectively. The least significance
is found in case of respondents having children of 6 - 8 years and less than 2 years of age
(0.986) with mean difference at 0.267 and the standard error at 0.447.

Table- 5.32 (c): Post Hoc Results for Belief and Attitude on the Basis of Age of
Children

(I) (J) 95% Confidence

Mean
Age of Age of Std. Interval
Difference Sig.
Children Children Error Lower Upper
(I-J)
(in years) (in years) Bound Bound
2- 4 .029 .374 1.000 -1.128 1.185
Less than 2 4–6 .029 .424 1.000 -1.282 1.342
years 6- 8 .267 .447 .986 -1.113 1.647
Above 8 .191 .445 .996 -1.182 1.566
Less than 2
-.029 .374 1.000 -1.185 1.128
years
2- 4 4–6 .001 .462 1.000 -1.428 1.430
6- 8 .239 .483 .993 -1.253 1.731
Above 8 .163 .481 .998 -1.323 1.649
Less than 2
-.029 .424 1.000 -1.342 1.282
years
4–6 2- 4 -.001 .462 1.000 -1.430 1.428
6- 8 .237 .523 .995 -1.378 1.853
Above 8 .162 .521 .999 -1.448 1.772
Less than 2
-.267 .447 .986 -1.647 1.113
years
6 -8 2- 4 -.239 .483 .993 -1.731 1.253
4–6 -.237 .523 .995 -1.853 1.378
Above 8 -.076 .539 1.000 -1.742 1.590
Less than 2
-.191 .445 .996 -1.566 1.182
years
Above 8 2- 4 -.163 .481 .998 -1.649 1.323
4–6 -.162 .521 .999 -1.772 1.448
6 -8 .076 .539 1.000 -1.590 1.742
* The Mean Difference is Significant at the 0.05 Level.

230
5.33 DESCRIPTIVE STATISTICAL ANALYSIS OF PERCEPTION ON THE
BASIS OF AGE OF CHILDREN:

The table: 5.33(a) studies the influence of age of children in the family on the consumer
perception towards the purchase of branded readymade garments and it is found that the
least influence is there in case of 80 respondents who have children above 8 years of age
(4.068) with standard deviation of 19.600. The highest influence is found in case of 91
respondents with children 4-6 years of age (3.255) with 20.121 as the standard deviation.
The total significance is found at 19.798 with 3.645 as the standard deviation.

Table- 5.33 (a): Descriptive Statistical Analysis of Perception on the Basis of Age of
Children

95% Confidence
Age of Interval for
children Std. Std. Mean
N Mean Minimum Maximum
(in Deviation Error
years) Lower Upper
Bound Bound
Less than
217 19.788 3.524 .239 19.316 20.259 8.00 25.00
2 years
2 -4 133 19.812 3.766 .326 19.166 20.458 9.00 25.00
4–6 91 20.121 3.255 .341 19.443 20.799 8.00 25.00
6–8 79 19.633 3.807 .428 18.780 20.486 10.00 25.00
Above 8
80 19.600 4.068 .455 18.695 20.505 8.00 25.00
years
Total 600 19.798 3.645 .149 19.506 20.091 8.00 25.00

The value of sum of squares between the groups is at 14.824 with mean square of 3.706
and degree of freedom at 4, whereas the sum of squares within the groups is at 7945.774
and the mean square 13.354 with 595 as the degree of freedom. The total sum of squares
is found at 7960.598 with 599 as the degree of freedom, as shown in table: 5.33 (b). F
value is found at 0.278.

Table- 5.33 (b): ANNOVA Results for Perception on the Basis of Age of Children

Sum of Squares df Mean Square F Sig.

Between Groups 14.824 4 3.706 .278 .893
Within Groups 7945.774 595 13.354
Total 7960.598 599

231
The post hoc table:5.33(c) shows the influence of perception on the age of children on the
buying behaviour towards the branded readymade garments and the respondents having
children of less than 2 years and 2 – 4 years is found to be highly significant (1.000) with
the mean difference at -.024 and standard error at 0.402. The least significance is found in
case of respondents having children upto the age of 4 - 6 years and above 8 years (0.929)
with the mean difference at 0.521 and standard error at 0.560.

Table- 5.33 (c): Post Hoc Results for Perception on the Basis of Age of Children

(I) (J) 95% Confidence

Mean Interval
Age of Age of Difference Std.
Sig.
Children Children Error Lower Upper
(I-J)
(in years) (in years) Bound Bound
2–4 -.024 .402 1.000 -1.267 1.219

Less than 2 4–6 -.332 .456 .970 -1.743 1.077

years 6 -8 .155 .480 .999 -1.329 1.639
Above 8 .188 .477 .997 -1.289 1.665
Less than 2
.024 .402 1.000 -1.219 1.267
years
2- 4 4–6 -.309 .497 .984 -1.845 1.227
6- 8 .179 .519 .998 -1.425 1.783
Above 8 .212 .517 .997 -1.386 1.809
Less than 2
.332 .456 .970 -1.077 1.743
years
4–6 2- 4 .309 .497 .984 -1.227 1.845
6- 8 .488 .562 .944 -1.248 2.224
Above 8 .521 .560 .929 -1.209 2.251
Less than 2
-.155 .480 .999 -1.639 1.329
years
6 -8 2- 4 -.179 .519 .998 -1.783 1.425
4–6 -.488 .562 .944 -2.224 1.248
Above 8 .033 .579 1.000 -1.758 1.824
Less than 2
-.188 .478 .997 -1.665 1.289
years

Above 8 2- 4 -.212 .517 .997 -1.809 1.386

4–6 -.521 .560 .929 -2.251 1.209
6 -8 -.033 .579 1.000 -1.824 1.758
* The Mean Difference is Significant at the 0.05 Level.

232
5.34 DESCRIPTIVE STATISTICAL ANALYSIS OF COGNITION ON THE
BASIS OF AGE OF CHILDREN:

The table: 5.34(a) show the influence of cognition on the buying behaviour of consumers
towards branded readymade garments with regard to the age of children and it is found
that the least influence is found in case of 80 respondents having children of above 8
years in the family (15.787) with standard deviation of 2.304. The highest significance is
found in case of 91 respondents with children upto the age of 4 – 6 years in the family
(16.396) with standard deviation of 1.908. The total mean is found at 16.027 with
standard deviation of 2.1979.

Table- 5.34 (a): Descriptive Statistical Analysis of Cognition on the Basis of Age
of Children

95% Confidence
Age of Interval for
children Std. Std.
N Mean Mean Minimum Maximum
(in Deviation Error
Lower Upper
years)
Bound Bound
Less than
217 16.051 2.182 .148 15.759 16.342 10.00 20.00
2 years
2 -4 133 15.925 2.389 .207 15.515 16.334 8.00 20.00
4–6 91 16.396 1.908 .200 15.998 16.793 11.00 20.00
6–8 79 15.949 2.105 .237 15.478 16.421 9.00 20.00
Above 8
80 15.787 2.304 .258 15.275 16.300 10.00 20.00
years
Total 600 16.027 2.1979 .089 15.850 16.203 8.00 20.00

The value of sum of squares between the groups is found at 18.940 with mean square of
4.735 and the value of sum of squares within the groups is found at 2874.634 and mean
square is found at 4.831. F value is found at .980 and significance is found in this case
at.418. The total sum of squares is found at 2893.573 at 599 as the degree of freedom at
599, as per table: 5.34 (a).

Table- 5.34 (b): ANNOVA Results for Cognition on the Basis of Age of Children

Sum of Squares df Mean Square F Sig.

Between Groups 18.940 4 4.735 .980 .418
Within Groups 2874.634 595 4.831
Total 2893.573 599

233
The results shows the highest influence is found in case of respondents having children of
age between2- 4 years and 6 -8 years (1.000) with the mean difference at -.024 and
standard error at .312. The least significance is found in case of respondents having
children above the age of 8 years and 4 -6 years (0.516) with .608 as the standard error at
.608, as per table: 5.34 (c).

Table- 5.34 (c): Post Hoc Results for Cognition on the Basis of Age of Children

(I) (J) 95% Confidence

Mean Interval
Age of Age of Difference Std.
Sig.
Children Children Error Lower Upper
(I-J)
(in years) (in years) Bound Bound
2- 4 .126 .242 .992 -.622 .874

Less than 2 4–6 -.345 .274 .813 -1.193 .503

years 6- 8 .101 .288 .998 -.791 .994
Above 8 .263 .287 .933 -.625 1.151
Less than 2
-.126 .242 .992 -.874 .622
years
2- 4 4–6 -.471 .299 .649 -1.39 .453
6- 8 -.024 .312 1.000 -.989 .940
Above 8 .137 .311 .996 -.824 1.098
Less than 2
.345 .274 .813 -.503 1.193
years
4–6 2- 4 .471 .299 .649 -.453 1.395
6- 8 .446 .338 .783 -.598 1.491
Above 8 .608 .337 .516 -.433 1.649
Less than 2
-.101 .289 .998 -.994 .791
years
6 -8 2-4 .024 .312 1.000 -.940 .989
4–6 -.446 .338 .783 -1.491 .598
Above 8 .162 .349 .995 -.915 1.239
Less than 2
-.263 .287 .933 -1.151 .625
years

Above 8 2- 4 -.137 .311 .996 -1.098 .824

4–6 -.608 .337 .516 -1.649 .433
6 -8 -.162 .349 .995 -1.239 .915
* The Mean Difference is Significant at the 0.05 Level.

234
5.35 DESCRIPTIVE STATISTICAL ANALYSIS OF PERSONALITY ON THE
BASIS OF AGE OF CHILDREN:

The table: 5.35(a) shows the influence of personality on the age of children on the
consumer buying behaviour towards branded readymade garments and the highest
significance is found in case of 79 respondents having children upto the age group of 6 -8
years (12.114) and standard deviation of 1.618. The least significance is found in case of
91 respondents having children upto the age of 4 - 6 years (11.934) with standard
deviation of 1.618.The total mean is found at 11.992 with standard deviation of 1.773.

Table- 5.35 (a): Descriptive Statistical Analysis of Personality on the Basis of Age of
Children

95% Confidence
Age of Interval for
children Std. Std. Mean
N Mean Minimum Maximum
(in Deviation Error
years) Lower Upper
Bound Bound
Less than
217 11.949 1.673 .113 11.725 12.173 7.00 15.00
2 years
2 -4 133 12.000 2.011 .174 11.655 12.345 6.00 15.00
4–6 91 11.934 1.618 .169 11.597 12.271 5.00 15.00
6–8 79 12.114 1.948 .219 11.678 12.550 6.00 15.00
Above 8
80 12.037 1.634 .183 11.674 12.401 6.00 15.00
years
Total 600 11.992 1.773 .072 11.849 12.134 5.00 15.00

The table: 5.35(b) shows the value of sum of squares between the groups is at 2.049 with
4 as the degree of freedom and the mean square is at .512. F value is at .162 with .957 as
the significance level. The value of sum of squares within the groups is found at 1880.909
with 3.161 as the mean square and 595 as the degree of freedom. The total sum of squares
is at 1882.958 with 599 as the degree of freedom.

Table- 5.35 (b): ANNOVA Results for Personality on the Basis of Age of Children

Sum of Squares df Mean Square F Sig.

Between Groups 2.049 4 .512 .162 .957
Within Groups 1880.909 595 3.161
Total 1882.958 599

235
The table: 5.35(c) shows the influence of personality on the age of children in the family
and highest significance is found in case of respondents having children less than 2 years
and 4 - 6 years as well as in case of respondents having children upto the age of 4 years
and 2- 4 years (1.000) with the mean difference of 0.015 and -.037 respectively. The least
significance is found in case of respondents having children less than the age of 2 years
and 6 -8 years (0.974) with the mean difference at -.165 and .234 as the standard error.

Table- 5.35 (c): Post Hoc Results for Personality on the Basis of Age of Children

(I) (J) 95% Confidence

Mean Interval
Age of Age of Difference Std.
Sig.
Children Children Error Lower Upper
(I-J)
(in years) (in years) Bound Bound
2- 4 -.051 .196 .999 -.656 .554

Less than 2 4–6 .015 .222 1.000 -.671 .701

years 6- 8 -.165 .234 .974 -.886 .557
Above 8 -.088 .232 .998 -.807 .630
Less than 2
.051 .196 .999 -.554 .656
years
2- 4 4–6 .066 .242 .999 -.681 .813
6- 8 -.114 .252 .995 -.894 .666
4 -.037 .251 1.000 -.815 .739
Above 8 -.015 .222 1.000 -.701 .671
1 -.066 .242 .999 -.813 .681
4–6
3 -.179 .273 .980 -1.025 .665
4 -.103 .272 .998 -.945 .739
0 .165 .234 .974 -.557 .886
1 .114 .252 .995 -.666 .894
6 -8
2 .179 .273 .980 -.665 1.025
4 .076 .282 .999 -.795 .948
0 .088 .232 .998 -.630 .807
1 .037 .251 1.000 -.739 .815
Above 8
2 .103 .272 .998 -.739 .945
3 -.076 .28201 .999 -.9478 .7950
* The Mean Difference is Significant at the 0.05 Level.

236
5.36 DESCRIPTIVE STATISTICAL ANALYSIS OF LEARNING ON THE
BASIS OF AGE OF CHILDREN:

The age of children and the children in the family is influenced by learning as an intrinsic
factor. Table: 5.36(a) depicts the least influence value in case of 80 respondents having
children of more than 8 years of age (27.900) with the standard deviation of 4.199. The
highest influenced group is the group of 91 respondents having children 4- 6 years
(29.275) with the standard deviation of 3.350. The total mean is found at 28.695 and the
standard deviation 3.761.

Table- 5.36 (a): Descriptive Statistical Analysis of Learning on the Basis of Age of
Children

95% Confidence
Age of Interval for
children Std. Std. Mean
N Mean Minimum Maximum
(in Deviation Error
years) Lower Upper
Bound Bound
Less than
217 28.839 3.726 .253 28.340 29.337 17.00 35.00
2 years
2 -4 133 28.624 3.594 .311 28.008 29.240 20.00 35.00
4–6 91 29.275 3.350 .351 28.577 29.972 13.00 35.00
6–8 79 28.557 4.050 .455 27.649 29.464 14.00 35.00
Above 8
80 27.900 4.199 .469 26.965 28.834 17.00 35.00
years
Total 600 28.695 3.761 .153 28.393 28.997 13.00 35.00

The value of sum of squares between the groups is found at 87.802 with 21.950 as the
mean square. The value of F is found at 1.557 with .184 as the level of significance. The
value of sum of squares within the groups is found at 8387.383 with mean square at
14.096. The total value of sum of squares is found at 8475.185 and 599 as the degree of
freedom, as shown in table: 5.36 (b).

Table- 5.36 (b): ANNOVA Results for Learning on the Basis of Age of Children

Sum of Squares df Mean Square F Sig.

Between Groups 87.802 4 21.950 1.557 .184
Within Groups 8387.383 595 14.096
Total 8475.185 599

237
The post hoc results in table:5.36(c)shows that the highest influence is found in case of
respondents having children in the age group of 2- 4 years and6- 8 years in the family
with .067 as the mean difference and .533 as the standard error. The least significance is
found in case of respondents having children above the age of 8 years and 4- 6 years
(0.224) with mean difference at 1.375 and standard error at .575.

Table- 5.36 (c): Post Hoc Results for Learning on the Basis of Age of Children

(I) (J) 95% Confidence

Mean Interval
Age of Age of Difference Std.
Sig.
Children Children Error Lower Upper
(I-J)
(in years) (in years) Bound Bound
2- 4 .215 .413 .992 -1.063 1.492

Less than 2 4–6 -.436 .469 .929 -1.885 1.013

years 6- 8 .282 .493 .988 -1.243 1.806
Above 8 .939 .491 .456 -.579 2.456
Less than 2
-.215 .413 .992 -1.492 1.063
years
2- 4 4–6 -.651 .511 .805 -2.229 .928
6- 8 .067 .533 1.000 -1.581 1.715
Above 8 .724 .531 .762 -.917 2.365
Less than 2
.436 .469 .929 -1.013 1.885
years
4–6 2- 4 .650 .511 .805 -.928 2.229
6- 8 .718 .577 .818 -1.066 2.502
Above 8 1.375 .575 .224 -.403 3.153
Less than 2
-.282 .493 .988 -1.806 1.243
years
6 -8 2- 4 -.067 .533 1.000 -1.715 1.581
4–6 -.718 .577 .818 -2.502 1.066
Above 8 .657 .595 .875 -1.183 2.497
Less than 2
-.939 .491 .456 -2.456 .579
years

Above 8 2- 4 -.724 .531 .762 -2.365 .917

4–6 -1.375 .575 .224 -3.153 .403
6 -8 -.657 .595 .875 -2.497 1.183
* The Mean Difference is Significant at the 0.05 Level.

238
5.37 DESCRIPTIVE STATISTICAL ANALYSIS OF MOTIVATION ON THE
BASIS OF FAMILY STRUCTURE:

The table: 5.37(a) shows the family structure has an influence on the consumer buying
behaviour with regard to the motivation as the intrinsic factor, and it is quite evident in
table:. The least mean is found in case of 53 respondents from joint families (12.358) with
standard deviation of 3.409. The highest mean is found in case of 193 respondents from
nuclear families (12.653) with standard deviation of 3.762. The total mean is found at
12.472 with standard deviation at 3.628.

Table- 5.37 (a): Descriptive Statistical Analysis of Motivation on the Basis of Family
Structure

95% Confidence
Interval for
Family Std. Std. Mean
N Mean Minimum Maximum
structure Deviation Error
Lower Upper
Bound Bound
Nuclear 193 12.653 3.762 .271 12.119 13.187 5.00 20.00
Extended 354 12.389 3.592 .191 12.014 12.765 4.00 20.00
Joint 53 12.358 3.409 .468 11.419 13.298 4.00 19.00
Total 600 12.472 3.628 .148 12.181 12.763 4.00 20.00

The table: 5.37(b) shows the value of sum of squares between the groups at 9.385, degree
o f freedom at 2 and mean square at 4.693. The value of sum of squares within the groups
is found at 7876.133, degree of freedom at 597 and the mean square at 13.193. The total
value of sum of squares is at 7885.518 with degree of freedom at 599. F value is found at
.356 and value of significance at .701.

Table- 5.37 (b): ANNOVA Results for Motivation on the Basis of

Family Structure

Sum of Squares df Mean Square F Sig.

Between Groups 9.385 2 4.693 .356 .701
Within Groups 7876.133 597 13.193
Total 7885.518 599

239
The post hoc table: 5.37(c) shows the influence of family structure and motivation on the
consumer buying behaviour towards branded readymade garments and the highest
significance is found in case of respondents from joint and extended families (0. .998)
with the mean difference at .031 and 0.325 as the standard error. The least significance is
found in case of respondents from extended and nuclear families (0.721) with mean
difference at .031 and 0.325 as the standard error.

Table- 5.37 (c): Post Hoc Results for Motivation on the Basis of Family Structure

95% Confidence
(I) (J) Mean Interval
Std.
Family Family Difference Sig.
Error Lower Upper
structure structure (I-J)
Bound Bound
Extended .263 .325 .721 -.534 1.060
Nuclear
Joint .294 .563 .872 -1.088 1.677
Nuclear -.263 .325 .721 -1.060 .534
Extended
Joint .031 .535 .998 -1.281 1.344
Nuclear -.294 .563 .872 -1.677 1.088
Joint
Extended -.031 .535 .998 -1.344 1.281
* The Mean Difference is Significant at the 0.05 Level.

5.38 DESCRIPTIVE STATISTICAL ANALYSIS OF BELIEF AND ATTITUDE

ON THE BASIS OF FAMILY STRUCTURE:

The table: 5.38(a) shows the least influence is found in case of 193 respondents from
nuclear families (24.072) with standard deviation of 3.511. The highest influence is found
in case of 354 respondents from extended families (24.201) with the standard deviation of
3.392. The total mean is found at 24.145 and standard deviation of 3.389. This clearly
states that the respondents form extended families are more influenced by the Belief and
attitude than respondents from other family background.

Table- 5.38 (a): Descriptive Statistical Analysis of Belief and Attitude on the
Basis of Family Structure

95% Confidence
Interval for
Family Std. Std. Mean
N Mean Minimum Maximum
structure Deviation Error
Lower Upper
Bound Bound
Nuclear 193 24.072 3.511 .253 23.574 24.571 9.00 30.00
Extended 354 24.201 3.392 .180 23.846 24.555 8.00 30.00
Joint 53 24.038 2.941 .404 23.227 24.848 15.00 29.00
Total 600 24.145 3.389 .138 23.873 24.417 8.00 30.00

240
The table: 5.38(b) shows the value of sum of squares between the groups is found at
2.716, 2 as the degree of freedom and 1.358 as the mean square whereas the value of sum
of square within groups is found at 6879.669 with 597 as the degree of freedom and the
mean square is at 11.524 The value of F is found at .118 and 0. .889 as the value of
significance.

Table- 5.38 (b): ANNOVA Results for Belief and Attitude on the Basis of Family
Structure

Sum of Squares df Mean Square F Sig.

Between Groups 2.716 2 1.358 .118 .889
Within Groups 6879.669 597 11.524
Total 6882.385 599

The post hoc table: 5.38(c) shows the influence of Belief and attitude on the family
structure of the respondents and the highest significance is found in case of respondents
from joint and nuclear families (0.998) with the mean difference at 0.035 and 0.526 as the
standard error. The least significance is found in case of respondents from nuclear and
extended families (.915) with the mean difference at -.128 and standard error at 0.304.

Table- 5.38 (c): Post Hoc Results for Belief and Attitude on the Basis of Family
Structure

95% Confidence
(I) (J) Mean
Std. Interval
Family Family Difference Sig.
Error Lower Upper
structure structure (I-J)
Bound Bound

Extended -.128 .304 .915 -.873 .617

Nuclear
Joint .035 .526 .998 -1.257 1.327

Nuclear .128 .304 .915 -.617 .873

Extended
Joint .163 .499 .948 -1.064 1.389

Nuclear -.035 .526 .998 -1.327 1.257

Joint
Extended -.163 .499 .948 -1.389 1.064
* The Mean Difference is Significant at the 0.05 Level.

241
5.39 DESCRIPTIVE STATISTICAL ANALYSIS OF PERCEPTION ON THE
BASIS OF FAMILY STRUCTURE:

The table: 5.39(a) shows the least influence in case of 53 respondents from joint families
(19.623) with standard deviation at 3.623 and the highest mean is found in case of 193
respondents from nuclear families (19.839) with standard deviation of 3.775. This clearly
states that the respondents from nuclear families are more influenced by perception than
respondents from any other family background. The total mean is found at 19.798 and
standard deviation of 3.645.

Table- 5.39 (a): Descriptive Statistical Analysis of Perception on the Basis of Family
Structure

95% Confidence
Interval for
Family Std. Std. Mean
N Mean Minimum Maximum
structure Deviation Error
Lower Upper
Bound Bound
Nuclear 193 19.839 3.775 .272 19.303 20.375 8.00 25.00
Extended 354 19.802 3.586 .191 19.427 20.177 8.00 25.00
Joint 53 19.623 3.623 .498 18.624 20.621 12.00 25.00
Total 600 19.798 3.645 .149 19.506 20.091 8.00 25.00

The value of sum of squares between the groups is found at 1.967, 2 as the degree of
freedom and .983 as the value mean square. F value is found at .074 and the value of
significance is found at .074 in this case. The value of sum of squares within the groups is
found at 7958.632 with 13.331 as the mean square and degree of freedom at 597. The
value of sum of squares is found at 7960.598 and degree of freedom at 599, as shown in
table: 5.39(b)

Table- 5.39 (b): ANNOVA Results for Perception on the Basis of Family Structure

Sum of Squares df Mean Square F Sig.

Between Groups 1.967 2 .983 .074 .929
Within Groups 7958.632 597 13.331
Total 7960.598 599

242
The post hoc table: 5.39(c) shows the influence of perception and family structure on the
buying behaviour of the consumers and the highest influence is found in case of
respondents from nuclear and extended families (0.994) with the mean difference at 0.037
and standard error at 0.327. The least influence is found in case of respondents from joint
and nuclear families (0.929) with the mean difference at 0.217.

Table- 5.39 (c): Post Hoc Results for Perception on the Basis of Family Structure

95% Confidence
(I) (J) Mean Interval
Difference Std.
Family Family Sig.
Error Lower Upper
structure structure (I-J)
Bound Bound
Extended .037 .327 .994 -.765 .839
Nuclear
Joint .217 .566 .929 -1.173 1.606
Nuclear -.037 .327 .994 -.839 .765
Extended
Joint .179 .538 .946 -1.140 1.499
Nuclear -.217 .566 .929 -1.606 1.173
Joint
Extended -.179 .538 .946 -1.499 1.140
* The Mean Difference is Significant at the 0.05 Level.

5.40 DESCRIPTIVE STATISTICAL ANALYSIS OF COGNITION ON THE

BASIS OF FAMILY STRUCTURE:

The influence of family structure and cognition is studied in table: 5.40(a) it states that the
highest mean is found in case of 53 respondents from joint families (16.132) with
standard deviation of 1.676 and the least significance is found in case of 193 respondents
from nuclear families (15.917) with standard deviation of 1.676. The total mean is found
at 16.027 with the standard deviation at 2.198, as shown in table:

Table- 5.40 (a): Descriptive Statistical Analysis of Cognition on the Basis of Family
Structure

95% Confidence
Interval for
Family Std. Std. Mean
N Mean Minimum Maximum
structure Deviation Error
Lower Upper
Bound Bound
Nuclear 193 15.917 2.312 .1664 15.589 16.245 8.00 20.00
Extended 354 16.071 2.2056 .1172 15.840 16.301 8.00 20.00
Joint 53 16.132 1.676 .2302 15.670 16.594 13.00 20.00
Total 600 16.027 2.198 .0897 15.850 16.203 8.00 20.00

243
The table: 5.40(b) shows the value of sum of squares between the groups at 3.590 with
mean square at 1.795 .The value of sum of squares within the groups is found at 2889.984
with mean square 4.841. F value is found at .371 significance value is found at .690. The
total sum of squares is found at 2893.573 with degree of freedom at 599.

Table- 5.40 (b): ANNOVA Results for Cognition on the Basis of Family Structure

Sum of Squares df Mean Square F Sig.

Between Groups 3.590 2 1.795 .371 .690
Within Groups 2889.984 597 4.841
Total 2893.573 599

The table: 5.40(c) shows the post hoc results of the influence of cognition on the family
structure of the consumer and the highest significance is found in case of respondents
from joint and extended families (0.982) with the mean difference at -.061 and standard
error at .324. The least significance is found in case of respondents from nuclear and
extended families (0738) with the mean difference at -.153 and standard error at .197.

Table- 5.40 (c): Post Hoc Results for Cognition on the Basis of Family Structure

95% Confidence
(I) (J) Mean
Std. Interval
Family Family Difference Sig.
Error Lower Upper
structure structure (I-J)
Bound Bound

Extended -.153 .197 .738 -.637 .3296

Nuclear
Joint -.25 .341 .820 -1.052 .6223

Nuclear .153 .197 .738 -.329 .6366

Extended
Joint -.061 .324 .982 -.857 .7337

Nuclear .215 .341 .820 -.622 1.0523

Joint
Extended .061 .324 .982 -.734 .8567
* The Mean Difference is Significant at the 0.05 Level.

5.41 DESCRIPTIVE STATISTICAL ANALYSIS OF PERSONALITY ON THE

BASIS OF FAMILY STRUCTURE:

The table: 5.41(a) shows the family structure and the influence of personality on the
buying behaviour of the consumers towards branded readymade garments. The highest

244
mean is found in case of 354 respondents from extended families (12.071) with standard
deviation of 1.821. The least significance is found in case of 193 respondents from
nuclear families (11.824) with standard deviation of 1.729. The total mean is found at
11.992 with standard deviation at 1.773.

Table- 5.41 (a): Descriptive Statistical Analysis of Personality on the Basis of Family
Structure

95% Confidence
Interval for
Family Std. Std. Mean
N Mean Minimum Maximum
structure Deviation Error
Lower Upper
Bound Bound
Nuclear 193 11.824 1.729 .124 11.578 12.069 6.00 15.00
Extended 354 12.071 1.821 .097 11.880 12.261 5.00 15.00
Joint 53 12.075 1.579 .217 11.640 12.511 8.00 15.00
Total 600 11.992 1.773 .072 11.849 12.134 5.00 15.00

The value of sum of squares between the groups is found at 8.015 with 2 as the degree of
freedom and 4.008 as the mean square. F value is found at 1.276 and .280 as the level of
significance. The value of sum of squares is found at 1874.943 with 3.141 as the mean
square and 597 as the degree of freedom. The total value of sumo of squares is found at
1882.958 with degree of freedom at 599, as per table: 5.41 (b).

Table- 5.41 (b): ANNOVA Results for Personality on the Basis of Family Structure

Sum of Squares df Mean Square F Sig.

Between Groups 8.015 2 4.008 1.276 .280
Within Groups 1874.943 597 3.141
Total 1882.958 599

The post hoc table: 5.41(c) shows the influence of personality on the family structure and
the highest influence is found in case of respondents from extended and joint families
(0.299) and the mean difference is found at -.005 and standard error at .261. The least
influence is found in case of nuclear and extended families (0.299) with mean difference
at .247 and standard error .158.

245
 Table- 5.41 (c): Post Hoc Results for Personality on the Basis of Family Structure

95% Confidence
(I) (J) Mean
Std. Interval
Family Family Difference Sig.
Error Lower Upper
structure structure (I-J)
Bound Bound
Extended -.247 .158 .299 -.636 .142
Nuclear
Joint -.252 .275 .658 -.926 .423
Nuclear .247 .158 .299 -.142 .636
Extended
Joint -.005 .261 1.000 -.645 .636
Nuclear .2516 .275 .658 -.423 .926
Joint
Extended .005 .261 1.000 -.636 .645
* The Mean Difference is Significant at the 0.05 Level.

5.42 DESCRIPTIVE STATISTICAL ANALYSIS OF LEARNING ON THE BASIS

OF FAMILY STRUCTURE:

The influence of learning on the family structure of the consumers in the purchase
behaviour towards branded readymade garments is studied and is found to be most
influencing the 354 respondents from extended families (28.808) with standard deviation
of 3.744. The least significance is found in case of 53 respondents from joint families
(27.622) with the standard deviation of 3.844. The total mean is found at 28.695 and the
standard deviation is found to be at 3.761, as shown in table: 5.42(a).

Table- 5.42 (a): Descriptive Statistical Analysis of Learning on the Basis of Family
Structure

95% Confidence
Interval for
Family Std. Std. Mean
N Mean Minimum Maximum
structure Deviation Error
Lower Upper
Bound Bound
Nuclear 193 28.782 3.744 .269 28.251 29.314 19.00 35.00
Extended 354 28.808 3.744 .199 28.416 29.199 14.00 35.00
Joint 53 27.622 3.844 .528 26.563 28.682 13.00 34.00
Total 600 28.695 3.761 .153 28.393 28.997 13.00 35.00

246
The table: 5.42(b) below shows the value of sum of squares between the groups is found
to be at 66.934 with 33.467 as the mean square and 2 as the degree of freedom. The value
of freedom within groups is found to be at 8408.251 with 14.084 as the mean square. The
value of F is found to be at 2.376 and significance is found at .094. The total value of sum
of squares is found at 8475.185 with 599 as the degree of freedom.

Table- 5.42 (b): ANNOVA Results for Learning on the Basis of Family Structure

Sum of
df Mean Square F Sig.
Squares

Between Groups 66.934 2 33.467 2.376 .094

Within Groups 8408.251 597 14.084
Total 8475.185 599

The table: 5.42(c) shows the influence of learning on the family structure of the
consumers in the purchase of branded readymade garments and the highest influence is
found in case of respondents from nuclear and extended families (0.997) with the mean
difference at -.025 and the standard error at 0.336. The least significance is found in case
of respondents from extended and joint families (0.101) with the mean difference at 1.185
and standard error at .553.

Table- 5.42 (c): Post Hoc Results for Learning on the Basis of Family Structure

95% Confidence
(I) (J) Mean
Std. Interval
Family Family Difference Sig.
Error Lower Upper
structure structure (I-J)
Bound Bound

Extended -.025 .336 .997 -.849 .798

Nuclear
Joint 1.159 .582 .138 -.268 2.588

Nuclear .025 .336 .997 -.798 .849

Extended
Joint 1.185 .553 .101 -.171 2.542

Nuclear -1.159 .582 .138 -2.588 .268

Joint
Extended -1.185 .553 .101 -2.542 .171
* The Mean Difference is Significant at the 0.05 Level.

247
5.43 DESCRIPTIVE STATISTICAL ANALYSIS OF MOTIVATION ON THE
BASIS OF FREQUENCY OF PURCHASE:

The influence of motivation and the frequency of purchase on the consumer buying
behaviour towards the branded readymade garments is studied in table: , the highest mean
is found in case of 36 respondents who buy every week (12.972) with standard deviation
of 3.684. The least significance is found in case of 84 respondents who buy branded
readymade garments once in a year (12.107) and the standard deviation of 3.215. The
total mean for 600 respondents is at 12.472 with standard deviation of 3.628. As shown in
table: 5.43(a).

Table- 5.43 (a): Descriptive Statistical Analysis of Motivation on the Basis of

Frequency of Purchase

95%
Confidence
Frequency Interval for
Std. Std.
of N Mean Mean Minimum Maximum
Deviation Error
purchase
Lower Upper
Bound Bound
Every
36 12.972 3.684 .614 11.726 14.219 7.00 20.00
week
Monthly 208 12.308 3.637 .252 11.810 12.805 4.00 20.00
Every six
272 12.643 3.735 .226 12.197 13.089 4.00 20.00
month
Once in a
84 12.107 3.215 .351 11.409 12.805 5.00 20.00
year
Total 600 12.472 3.628 .148 12.181 12.763 4.00 20.00

The value of sum of squares between the groups is found at 33.795 with 3 as the degree
of freedom and mean square at 11.265. The value of sum of squares is found at 7851.724
with 596 as the degree of freedom and 13.174 as the mean square. F value is found at
0.855. The value of total sum of squares is found at 7885.518 with 599 as the degree of
freedom, as per table: 5.43 (b).

Table- 5.43 (b): ANNOVA Results for Motivation on the Basis of Frequency of Purchase

Sum of Squares df Mean Square F Sig.

Between Groups 33.795 3 11.265 .855 .464
Within Groups 7851.724 596 13.174
Total 7885.518 599

248
The post hoc table: 5.43(c) shows the influence of motivation on the frequency of
purchase by the consumers while buying branded readymade garments and the highest
significance is found in case of respondents who buy branded readymade garments every
week and those who buy every six months (0.967) with the mean difference at 0.329 and
0.644 as the standard error. The least significance is found in case of respondents who
buy branded garments every week and once in a year (0.698) with the mean difference at
.865 and standard error at .723.

Table- 5.43 (c): Post Hoc Results for Motivation on the Basis of Frequency of
Purchase

95% Confidence
(I) Mean
(J) Std. Interval
Buy Difference Sig.
Buy Branded Error Lower Upper
Branded (I-J)
Bound Bound
Monthly .664 .655 .794 -1.172 2.501

Every six
.329 .644 .967 -1.476 2.133
Every week month

Once in a
.865 .723 .698 -1.162 2.892
year
Every week -.664 .655 .794 -2.501 1.172
Every six
-.336 .334 .799 -1.273 .602
Monthly month
Once in a
.200 .469 .980 -1.115 1.516
year
Every week -.329 .644 .967 -2.133 1.476
Every six Monthly .336 .334 .799 -.602 1.273
month Once in a
.536 .453 .705 -.734 1.806
year
Every week -.865 .723 .698 -2.892 1.162

Once in a Monthly -.200 .469 .980 -1.516 1.115

year
Every six
-.536 .453 .705 -1.806 .734
month
* The Mean Difference is Significant at the 0.05 Level.

249
5.44 DESCRIPTIVE STATISTICAL ANALYSIS OF BELIEF AND ATTITUDE
ON THE BASIS OF FREQUENCY OF PURCHASE:

The table: 5.44(a) shows the least mean is found in case of 84 respondents who buy
branded readymade garments once in a year (23.833) with 3.188 as the standard deviation
and highest is found in case of 272 respondents who buy branded garments once in a year
(24.283) with 3.237 as the standard deviation. The total mean is found at 24.145 and the
standard deviation at 3.389.

Table- 5.44 (a): Descriptive Statistical Analysis of Belief and Attitude on the Basis of
Frequency of Purchase

95%
Confidence
Frequency Interval for
Std. Std.
of N Mean Mean Minimum Maximum
Deviation Error
purchase
Lower Upper
Bound Bound
Every
36 24.139 4.396 .733 22.652 25.626 8.00 30.00
week
Monthly 208 24.091 3.482 .241 23.615 24.567 12.00 30.00
Every six
272 24.283 3.237 .196 23.897 24.669 9.00 30.00
month
Once in a
84 23.833 3.188 .348 23.141 24.525 15.00 30.00
year
Total 600 24.145 3.389 .138 23.873 24.417 8.00 30.00

The table: 5.44(b) shows the value of sum of squares between the groups at 13.946,
degree of freedom at 3 and mean square at 4.649. The value of F is found at .403 and
significance at 0.751 whereas the total value of sum of squares is found at 6882.385 and
599 as the degree of freedom. The value of sum of squares within the groups is at
6868.439 with 596 as the degree of freedom and 11.524 as the mean square.

Table- 5.44 (b): ANNOVA Results for Belief and Attitude on the Basis of
Frequency of Purchase

Sum of Squares df Mean Square F Sig.

Between Groups 13.946 3 4.649 .403 .751
Within Groups 6868.439 596 11.524
Total 6882.385 599

250
The post hoc table: 5.44(c) shows the influence of Belief and attitude on the consumer
buying behaviour towards branded readymade garments and the highest influence is
found in case of respondents who buy branded readymade garments every week and
every month (1.000) with the mean difference at 0.047 and 0.613 as the standard error.
The least significance is found in case of respondents who buy branded readymade
garments every six months and once in a year (0.771) with the mean difference at 0.449
and 0.424 as the standard error.

Table- 5.44 (c): Post Hoc Results for Belief and Attitude on the Basis of
Frequency of Purchase

95% Confidence
(I) Mean
(J) Std. Interval
Buy Difference Sig.
Buy Branded Error Lower Upper
Branded (I-J)
Bound Bound
Monthly .047 .613 1.000 -1.670 1.765

Every six
-.144 .602 .996 -1.832 1.544
Every week month

Once in a
.305 .676 .977 -1.590 2.201
year
Every week -.047 .613 1.000 -1.765 1.670
Every six
-.192 .313 .945 -1.068 .685
Monthly month
Once in a
.258 .439 .951 -.972 1.488
year
Every week .144 .602 .996 -1.544 1.832
Every six Monthly .192 .313 .945 -.685 1.068
month Once in a
.449 .424 .771 -.738 1.638
year
Every week -.305 .676 .977 -2.201 1.590

Once in a Monthly -.258 .439 .951 -1.488 .972

year
Every six
-.449 .423 .771 -1.638 .738
month
* The Mean Difference is Significant at the 0.05 Level.

251
5.45 DESCRIPTIVE STATISTICAL ANALYSIS OF PERCEPTION ON THE
BASIS OF FREQUENCY OF PURCHASE:

The frequency of purchase and the influence of perception is analysed in table: 5.45(a)
and it shows that the highest influence is found in case of 36 respondents who buy
branded readymade garments every week (20.111) with standard deviation at 3.897.
Whereas the least influenced respondents are found to be the 84 respondents who buy
branded garments on monthly basis (19.369) with standard deviation of 3.715. The total
mean is found at 19.798 with the standard deviation at 3.645 and standard error at 0.149.

Table- 5.45 (a): Descriptive Statistical Analysis of Perception on the Basis of

Frequency of Purchase

95%
Confidence
Frequency Interval for
Std. Std.
of N Mean Mean Minimum Maximum
Deviation Error
purchase
Lower Upper
Bound Bound
Every
36 20.111 3.897 .649 18.792 21.429 10.00 25.00
week
Monthly 208 19.711 3.796 .263 19.1926 20.230 8.00 25.00
Every six
272 19.956 3.475 .211 19.541 20.371 8.00 25.00
month
Once in a
84 19.369 3.715 .405 18.563 20.175 8.00 25.00
year
Total 600 19.798 3.645 .149 19.506 20.091 8.00 25.00

The table: 5.45(b) shows the value of sum of squares between the groups as 27.320 and
mean square at 9.107 and 3 as the degree of freedom. Whereas the sum of squares within
the groups is found at 7933.278 and mean square at 13.311 and degree of freedom is
found at 596. F value is found at .684 but significance is found at 0.562.

Table- 5.45 (b): ANNOVA Results for Perception on the Basis of Frequency of
Purchase

Sum of
df Mean Square F Sig.
Squares
Between Groups 27.320 3 9.107 .684 .562
Within Groups 7933.278 596 13.311
Total 7960.598 599

252
The post hoc table: 5.45(c) shows the influence of perception on the frequency of
purchase by the consumers towards branded readymade garments and the highest
significance is found in case of respondents who buy branded readymade garments every
week and every six months (0.996) with the mean difference at 0.155 and the standard
error at 0.658. Whereas, the least significance is found in case of respondents who buy
branded readymade garments every week and once in a year (.791) with the mean
difference at 0.742 and the standard error at 0.727.

Table- 5.45 (c): Post Hoc Results for Perception on the Basis of Frequency of
Purchase

95% Confidence
(I) Mean
(J) Std. Interval
Buy Difference Sig.
Buy Branded Error Lower Upper
Branded (I-J)
Bound Bound
Monthly .399 .658 .947 -1.447 2.246

Every six
.155 .647 .996 -1.659 1.969
Every week month

Once in a
.742 .727 .791 -1.295 2.779
year
Every week -.399 .658 .947 -2.246 1.447
Every six
-.244 .336 .913 -1.186 .698
Monthly month
Once in a
.342 .471 .913 -.979 1.665
year
Every week -.155 .647 .996 -1.969 1.6589
Every six Monthly .244 .336 .913 -.698 1.186
month Once in a
.587 .455 .646 -.689 1.864
year
Every week -.742 .727 .791 -2.779 1.295

Once in a Monthly -.342 .472 .913 -1.665 .979

year
Every six
-.587 .455 .646 -1.864 .689
month
* The Mean Difference is Significant at the 0.05 Level.

253
5.46 DESCRIPTIVE STATISTICAL ANALYSIS OF COGNITION ON THE
BASIS OF FREQUENCY OF PURCHASE:

The influence of cognition on the frequency of purchase is studied in table: 5.46(a) it

states that the highest influence is found in case of 36 respondents who buy branded
garments every week (16.194) with the standard deviation of 2.724. The least significance
is found in case of 84 respondents who buy branded readymade garments only once in a
year with the standard deviation of 2.198.

Table- 5.46 (a): Descriptive Statistical Analysis of Cognition on the Basis of

Frequency of Purchase

95%
Confidence
Frequency Interval for
Std. Std.
of N Mean Mean Minimum Maximum
Deviation Error
purchase
Lower Upper
Bound Bound
Every
36 16.194 2.724 .454 15.273 17.116 9.00 20.00
week
Monthly 208 15.986 2.159 .149 15.690 16.281 10.00 20.00
Every six
272 16.176 2.239 .136 15.909 16.444 8.00 20.00
month
Once in a
84 15.571 1.852 .202 15.169 15.973 11.00 20.00
year
Total 600 16.027 2.198 .089 15.850 16.203 8.00 20.00

The table: 5.46(b) shows the value of sum of squares between the groups at 24.877 with
mean square at 8.292, F value is found at 1.723 and significance of .161 is there. The
value of sum of squares within the groups is found at 2868.696 with 4.813 as the mean
square. The total value of sum of squares is found at 2893.573 with 599 as the degree of
freedom.

Table- 5.46 (b): ANNOVA Results for Cognition on the Basis of Frequency of
Purchase

Sum of Squares df Mean Square F Sig.

Between Groups 24.877 3 8.292 1.723 .161
Within Groups 2868.696 596 4.813
Total 2893.573 599

254
The influence of frequency of purchase and cognition is studied in table: 5.46(c) and the
highest significance is found in case of respondents who buy branded readymade
garments every week and every six months (1.00) with the mean difference at .018 and
standard error at .389. The least significance is found in case of respondents who buy
branded garments every six months and those who buy one in a year (0.182) with the
mean difference at .605 and standard error at .274.

Table- 5.46 (c): Post Hoc Results For Cognition on the Basis of Frequency of
Purchase

95% Confidence
(I) (J) Mean
Std. Interval
Buy Buy Difference Sig.
Error Lower Upper
Branded Branded (I-J)
Bound Bound
Monthly .209 .396 .964 -.901 1.319

Every six
.018 .389 1.000 -1.073 1.109
Every week month

Once in a
.623 .437 .566 -.602 1.848
year
Every week -.209 .396 .964 -1.319 .901
Every six
-.191 .202 .827 -.757 .376
Monthly month
Once in a
.414 .284 .546 -.381 1.209
year
Every week -.018 .389 1.000 -1.109 1.073
Every six Monthly .191 .202 .827 -.376 .757
month Once in a
.605 .274 .182 -.163 1.373
year
Every week -.623 .437 .566 -1.848 .602

Once in a Monthly -.414 .284 .546 -1.209 .381

year
Every six
-.605 .274 .182 -1.373 .163
month
* The Mean Difference is Significant at the 0.05 Level.

255
5.47 DESCRIPTIVE STATISTICAL ANALYSIS OF PERSONALITY ON THE
BASIS OF FREQUENCY OF PURCHASE:

The frequency of purchase and the consumer buying behaviour towards branded
readymade garments. The highest significance is at 12.077 with standard deviation at
1.709 in case of 272 respondents who branded garments every six months. The least mean
is found in case of 208 respondents buying branded readymade garments every month
(11.861) with 1.909 as the standard deviation. The total mean is found at 11.992 with
standard deviation of 1.773. As shown in table: 5.47(a).

Table- 5.47 (a): Descriptive Statistical Analysis of Personality on the Basis of

Frequency of Purchase
95%
Confidence
Frequency Interval for
Std. Std.
of N Mean Mean Minimum Maximum
Deviation Error
purchase
Lower Upper
Bound Bound
Every
36 12.000 2.125 .354 11.281 12.719 6.00 15.00
week
Monthly 208 11.861 1.909 .132 11.599 12.122 6.00 15.00
Every six
272 12.077 1.709 .104 11.873 12.281 5.00 15.00
month
Once in a
84 12.036 1.443 .157 11.722 12.349 7.00 15.00
year
Total 600 11.992 1.773 .072 11.849 12.134 5.00 15.00

The table: 5.47(b) shows the value of sum of squares between the groups at 5.730 with 3
as the degree of freedom. The mean square is found at 1.910 with .606 as the value of F.
Significance is found in this case at .611. The sum of squares within the groups is at
1877.228 with degree of freedom at 596 and 3.150 as the mean square. The total sum of
squares is found at 1882.958 with 599 as the degree of freedom.

Table- 5.47 (b): ANNOVA Results for Personality on the Basis of Frequency of
Purchase
Sum of Squares df Mean Square F Sig.
Between Groups 5.730 3 1.910 .606 .611
Within Groups 1877.228 596 3.150
Total 1882.958 599

256
The influence of personality on the consumer buying behaviour towards branded
readymade garments and the highest significance is found in case of respondents who buy
branded readymade garments every week and once in a year (1.000) with mean difference
at -.036 and standard error at .353. The least significance is found in case of respondents
who buy branded readymade garments every month and every six months (.625) with the
mean difference at -.217 and standard error at .163, as per table:5.47 (c) .

Table- 5.47 (c): Post Hoc Results for Personality on the Basis of Frequency of
Purchase

95% Confidence
(I) Mean
(J) Std. Interval
Buy Difference Sig.
Buy Branded Error Lower Upper
Branded (I-J)
Bound Bound

Monthly .139 .320 .979 -.759 1.038

Every six
-.077 .315 .996 -.959 .805
Every week month

Once in a
-.036 .353 1.000 -1.027 .955
year

Every week -.139 .320 .979 -1.038 .759

Every six
-.217 .163 .625 -.675 .242
Monthly month
Once in a
-.175 .229 .900 -.818 .468
year

Every week .077 .315 .996 -.805 .959

Every six Monthly .217 .163 .625 -.242 .675
month Once in a
.041 .221 .998 -.579 .663
year

Every week .036 .353 1.000 -.955 1.027

Once in a Monthly .175 .229 .900 -.468 .818
year Every six
-.041 .221 .998 -.663 .579
month
* The Mean Difference is Significant at the 0.05 Level.

257
5.48 DESCRIPTIVE STATISTICAL ANALYSIS OF LEARNING ON THE
BASIS OF FREQUENCY OF PURCHASE:

The frequency of purchase and the impact of learning is studied in the table: 5.48(a) the
highest influence is found in case of 272 respondents who buy branded readymade
garments every six months (28.790) with standard deviation of 3.667. The least
influenced group of respondents are the 84 respondents who buy branded readymade
garments once in a year (28.190) with standard deviation of 3.605. The total mean is
found at 28.695 and the standard deviation of 3.761, as per table: 5.48 (a).

Table- 5.48 (a): Descriptive Statistical Analysis of Learning on the Basis of

Frequency of Purchase

95%
Confidence
Frequency Interval for
Std. Std.
of N Mean Mean Minimum Maximum
Deviation Error
purchase
Lower Upper
Bound Bound
Every
36 28.639 4.894 .816 26.983 30.295 14.00 35.00
week
Monthly 208 28.784 3.735 .259 28.273 29.294 17.00 35.00
Every six
272 28.790 3.667 .222 28.353 29.228 13.00 35.00
month
Once in a
84 28.190 3.605 .393 27.408 28.973 20.00 35.00
year
Total 600 28.695 3.761 .153 28.393 28.997 13.00 35.00

The table: 5.48(b) depicts the value of sum of squares between the groups is at 25.607
with the mean square at 8.536. The value of sum of squares within the groups is found to
be 8449.578 with 596 as the degree of freedom and 14.177 as the mean square. The total
value of sum of squares is found at 8475.185 and the degree of freedom is found at 599.
The value of F is found at .602 and significance is found is found at .614.

Table- 5.48 (b): ANNOVA Results for Learning on the Basis of Frequency of
Purchase

Sum of Squares df Mean Square F Sig.

Between Groups 25.607 3 8.536 .602 .614
Within Groups 8449.578 596 14.177
Total 8475.185 599

258
The post hoc table: 5.48(c) shows the influence of learning on the frequency of purchase
of branded readymade garments and highest mean is found in case of respondents who
buy branded readymade garments every month and every six months (1.000) with the
mean difference at -.007 and standard error at .347. The least significance is found in case
of respondents who buy branded readymade garments every six months and once in a
year (0.653) with the mean difference at .599 and standard error at .750.

Table- 5.48 (c): Post Hoc Results for Learning on the Basis of Frequency of
Purchase

95% Confidence
(I) Mean
(J) Std. Interval
Buy Difference Sig.
Buy Branded Error Lower Upper
Branded (I-J)
Bound Bound
Monthly -.145 .679 .997 -2.050 1.761

Every six
-.151 .668 .997 -2.024 1.721
Every week month

Once in a
.448 .750 .949 -1.654 2.551
year

Every week .145 .679 .997 -1.76 2.050

Every six
-.007 .347 1.000 -.979 .965
Monthly month
Once in a
.593 .487 .686 -.771 1.958
year
Every week .151 .668 .997 -1.721 2.024
Every six Monthly .007 .347 1.000 -.965 .979
month Once in a
.599 .470 .653 -.718 1.918
year

Every week -.448 .750 .949 -2.551 1.654

Once in a Monthly -.593 .487 .686 -1.958 .771

year
Every six
-.599 .470 .653 -1.918 .718
month
* The Mean Difference is Significant at the 0.05 Level.

259
5.49 DESCRIPTIVE STATISTICAL ANALYSIS OF MOTIVATION ON THE
BASIS OF GENDER:

The gender of the consumer is influenced by the motivation factor and it is found that 324
females have a higher influence (12.660) with the standard deviation of 3.657 and .203 as
the standard error mean. 276 males have a lesser significance at 12.250 with standard
deviation of 3.588 and 0. .216 as the standard error mean as shown in table: 5.49(a).

Table- 5.49 (a): Descriptive Statistical Analysis of Motivation on the Basis of Gender

Gender N Mean Std. Deviation Std. Error Mean

Male 276 12.250 3.588 .216
Female 324 12.660 3.657 .203

In case of equal variances assumed, F value is found at .082 with 0. .775 significance and
t value at -1.382. The degree of freedom is found at 598 and two tailed significance is at
0.167 with mean difference at -.410. The standard error difference is at 0.297 and the
lower bound at -.994 and upper bound at 0.173. Whereas in case the equal variances not
assumed, the t value is found at -1.384, degree of freedom at 586.248 and two tailed
significance is at 0.167. The mean difference at -.410, standard error difference at 0.296
and lower bound is at -.993 and lower bound at 0.172. As shown in table: 5.49 (b)

Table- 5.49 (b): Independent Sample Test for Equality of Mean Motivation on the
Basis of Gender

Levene's
Test for
Equality t-test for Equality of Means
of
Variances
95%
Sig. Confidence
Mean Std. Error Interval of the
F Sig. t df (2-
Difference Difference Difference
tailed)
Lower Upper
Equal
variances .082 .775 -1.382 598 .167 -.410 .297 -.994 .173
assumed
Equal
variances
-1.384 586.248 .167 -.410 .296 -.993 .172
not
assumed

260
5.50 DESCRIPTIVE STATISTICAL ANALYSIS OF BELIEF AND ATTITUDE
ON THE BASIS OF GENDER:

The gender influence on the Belief and attitude is visible in table: 5.50 (a) it shows that
the 324 females have a higher significance (24.318), 3.076 as the standard deviation and
0.171 as the standard error mean whereas the 276 males have a mean at 23.942, 3.719 as
the standard deviation and 0. .224 is the standard error mean, as per table: 5.50 (a).

Table- 5.50 (a): Descriptive Statistical Analysis of Belief and Attitude on the Basis of
Gender

Gender N Mean Std. Deviation Std. Error Mean

Male 276 23.942 3.719 .224
Female 324 24.318 3.076 .171

The table:5.50 (b) shows the value of t in case of equal variances assumed, as -1.355, F
value at 3.867 and .050 as the significance value. The degree of freedom is at 598, the
value of two tailed significance is found at .176 and mean difference is found at -.376.
Standard error difference is found at .277, lower bound is at -.921 and upper bound at
.169. The t value is found at -1.334, degree of freedom at 534.335 and the two tailed
significance is found at .183. The value of mean difference is at -.376, standard error
difference at .282 and -.929 and .177 as the value of lower and upper bound respectively
in case when equal variances are not assumed.

Table- 5.50 (b): Independent Sample Test for Equality of Mean Belief and Attitude
on the Basis of Gender

Levene's
Test for
t-test for Equality of Means
Equality of
Variances
95%
Sig. Confidence
Mean Std. Error Interval of the
F Sig. t df (2-
Difference Difference Difference
tailed)
Lower Upper
Equal
variances 3.867 .050 -1.355 598 .176 -.376 .277 -.921 .169
assumed
Equal
variances
-1.334 534.335 .183 -.376 .282 -.929 .177
not
assumed

261
5.51 DESCRIPTIVE STATISTICAL ANALYSIS OF PERCEPTION ON THE
BASIS OF GENDER:

The table: shows that the 324 females have a higher significance (19.818) with standard
deviation of 3.422 and standard error mean is found at .190 as compared to 276 males
with mean at (19.775) with standard deviation of 3.898 and .235 as the standard error
mean, as per table: 5.51 (a).

Table- 5.51 (a): Descriptive Statistical Analysis of Perception on the Basis of Gender

Gender N Mean Std. Deviation Std. Error Mean

Male 276 19.775 3.898 .235
Female 324 19.818 3.422 .190

The table: 5.51 (b) shows F value at 5.214 with significance at .023, t value is found at -
.142 in case when equal variances are assumed. The degree of freedom is found at 598
and the value of two tailed significance is found at .887. The mean difference is found at -
.0425 and 0.299 as the standard error difference. The lower bound is at -.629 and upper
bound at .544. The value of two tailed significance in case when equal variances are not
assumed is found at .888 and the t value at -.141. The degree of freedom is found at
552.044 and the mean difference is at -.0425. The upper bound is at -.636 and the upper
bound is at .551.

Table- 5.51 (b): Independent Sample Test for Equality of Mean Perception on the
Basis of Gender

Levene's
Test for
t-test for Equality of Means
Equality of
Variances
95%
Sig. Confidence
Mean Std. Error Interval of the
F Sig. t df (2-
Difference Difference Difference
tailed)
Lower Upper
Equal
variances 5.214 .023 -.142 598 .887 -.0425 .299 -.629 .544
assumed
Equal
variances
-.141 552.044 .888 -.0425 .302 -.636 .551
not
assumed

262
5.52 DESCRIPTIVE STATISTICAL ANALYSIS OF COGNITION ON THE
BASIS OF GENDER:

The table: 5.52 (a) shows that the 324 females have a higher significance (16.120) with
standard deviation of 2.165 and standard error mean as .120. The significance in case of
276 males is found at 15.917 with standard deviation of 2.23 and .134 as the standard
error mean. Thus, it states that the females are more influenced by cognition on the
branded readymade garments.

Table- 5.52 (a): Descriptive Statistical Analysis of Cognition on the Basis of Gender

Gender N Mean Std. Deviation Std. Error Mean

Male 276 15.917 2.23 .134
Female 324 16.120 2.165 .120

The table: 5.52 (b) shows that F value when equal variances are assumed, is found at .133
with .716 as the significance and -1.132 as the t value. The mean difference is at -.204
and .179 is the standard error difference. The value of two tailed significance is found at
0.258 with 0.557 as the lower bound 0.149 as the upper bound. The t value in case the
equal variances are not assumed is found at -1.129 with mean difference of -.204 and .180
as the standard error difference. The degree of freedom is found at 576.720 and 0.180 as
the standard error difference. The lower bound is found at -.558 and the upper bound at
0.151.

Table- 5.52 (b): Independent Sample Test for Equality of Mean Cognition on the
Basis of Gender

Levene's
Test for
Equality t-test for Equality of Means
of
Variances
95%
Sig. Confidence
Mean Std. Error Interval of the
F Sig. t df (2-
Difference Difference Difference
tailed)
Lower Upper
Equal
variances .133 .716 -1.132 598 .258 -.204 .179 -.557 .149
assumed
Equal
variances
-1.129 576.720 .259 -.204 .180 -.558 .151
not
assumed

263
5.53 DESCRIPTIVE STATISTICAL ANALYSIS OF PERSONALITY ON THE
BASIS OF GENDER:

The table: 5.53 (a) below shows the gender differences influence on the consumer buying
behaviour towards branded readymade garments towards personality. 324 females are
found at higher rate (12.133) with standard deviation 1.694 and standard error mean at
.094. The 276 males have a significance level at 11.826 with 1.850 and 0.111 as the
standard error mean. Thus, it states that the males are more influenced by personality than
the female respondents.

Table- 5.53 (a): Descriptive Statistical Analysis of Personality on the Basis of Gender

Gender N Mean Std. Deviation Std. Error Mean

Male 276 11.826 1.850 .111
Female 324 12.133 1.694 .094

The value of equal variances assumed, F value is found at 2.433 with .119 as the value of
significance. The t value is found at -2.117 and the degree of freedom at 598. The two
tailed significance is found at .035 and the mean difference is at -.307. The value of
standard error difference is found at .146 in case when equal variances not assumed, the t
value is found at -2.103 and the two tailed significance is found at .036. The value of
mean difference is at -.307 and the standard error difference is found at .146, as shown in
table: 5.53 (b).

Table- 5.53 (b): Independent Sample Test for Equality of Mean Personality on the
Basis of Gender

Levene's
Test for
t-test for Equality of Means
Equality of
Variances
95%
Sig. Confidence
Mean Std. Error Interval of the
F Sig. t df (2-
Difference Difference Difference
tailed)
Lower Upper
Equal
variances 2.433 .119 -2.117 598 .035* -.307 .145 -.591 -.022
assumed
Equal
variances
-2.103 563.407 .036 -.307 .146 -.593 -.020
not
assumed

264
5.54 DESCRIPTIVE STATISTICAL ANALYSIS OF LEARNING ON THE
BASIS OF GENDER:

Learning influences the consumer buying behaviour towards branded readymade

garments and 324 females were found to be more influenced (28.954) with standard
deviation of 3.666 and standard error mean at .204. Whereas the mean for 276 males was
found to be at 28.391 with 3.855 as the standard deviation and .232 as the standard error
mean, as shown in table: 5.54 (a).

Table- 5.54 (a): Descriptive Statistical Analysis of Learning on the Basis of Gender

Gender N Mean Std. Deviation Std. Error Mean

Male 276 28.391 3.855 .232
Female 324 28.954 3.666 .204

The table: 5.54 (b) depicts the t value at -1.829 when equal variances are assumed, with
.068 as the two tailed significance and mean difference is found at -.562. The standard
error difference in the same case is found at .307. The value of F is found to be at 2.092
and .149 as the level of significance. The value of t in case when equal variances are not
assumed, is found to be at -1.821 and .069 as the value of two tailed significance. The
mean difference is found at -.562 and the value of standard error difference is found at
.309.

Table- 5.54 (b): Independent Sample Test for Equality of Mean Learning on the
Basis of Gender

Levene's
Test for
t-test for Equality of Means
Equality of
Variances
95%
Sig. Confidence
Mean Std. Error Interval of the
F Sig. t df (2-
Difference Difference Difference
tailed)
Lower Upper
Equal
variances 2.092 .149 -1.829 598 .068 -.562 .307 -1.166 .041
assumed
Equal
variances
-1.821 572.547 .069 -.562 .309 -1.169 .044
not
assumed

265
5.55 DESCRIPTIVE STATISTICAL ANALYSIS OF MOTIVATION ON THE
BASIS OF MARITAL STATUS:

The marital status of the consumers is found in case of 370 married respondents have a
higher mean (12.678) with standard deviation at 3.632 and standard error mean at 0.189
as compared to 230 males wherein the mean of 12.139, standard deviation of 3.606 and
standard error mean at 0.238, as shown in table: 5.55 (a).

Table- 5.55 (a): Descriptive Statistical Analysis of Motivation on the Basis of Marital
Status

Marital status N Mean Std. Deviation Std. Error Mean

Married 370 12.678 3.632 .189
Single 230 12.139 3.606 .238

The value of F is at .258, significance level at 0.612 and t value at 1.773 in case of equal
variances assumed. The value of degree of freedom is found at 598, the value of two
tailed significance is at 0.077 and 0.539 as the mean difference and, the lower bound is at
-.058 and upper bound at 1.136. The equal variances not assumed, the t value is found at
1.776, degree of freedom at 488.342 and .076 as the value of two tailed significance. The
mean difference is found at .539, standard error difference is at .304 and -.057 as the
lower bound and 1.136as the upper bound, as shown in table: 5.55 (b).

Table- 5.55 (b): Independent Sample Test for Equality of Mean Motivation on the
Basis of Marital Status

Levene's
Test for
Equality t-test for Equality of Means
of
Variances
95%
Sig. Confidence
Mean Std. Error Interval of the
F Sig. t df (2-
Difference Difference Difference
tailed)
Lower Upper
Equal
variances .258 .612 1.773 598 .077 .539 .304 -.058 1.136
assumed
Equal
variances
1.776 488.342 .076 .539 .304 -.057 1.136
not
assumed

266
5.56 DESCRIPTIVE STATISTICAL ANALYSIS OF BELIEF AND ATTITUDE
ON THE BASIS OF MARITAL STATUS:

The table:5.56 (a) shows the influence of Belief and attitude on the marital status and it is
clearly stated that 230 unmarried respondents have a higher significance (24.383) with
3.292 as the standard deviation and 3.292 as the standard error mean. 370 respondents
who are married have a significance at 23.997, standard deviation at 3.292 and .217 as the
standard error mean.

Table- 5.56 (a): Descriptive Statistical Analysis of Belief and Attitude on the Basis of
Marital Status

Marital status N Mean Std. Deviation Std. Error Mean

Married 370 23.997 3.445 .179
Single 230 24.383 3.292 .217

The table: 5.56 (b) shows the value of F at .044, t value at -1.355 and significance at .834
and the degree of freedom is found at 598. The two tailed significance is found at .176,
mean difference is at -.385 and the standard error difference is found at .284 in case of
equal variances assumed and the lower bound is at -.944 and upper bound at .173. In case
when equal variances are not assumed, the t value is found at -1.369, degree of freedom at
502.356 and .172 as the value of two tailed significance. The mean difference is found at
-.385, standard error difference at 0.281 and the value of lower bound is found to be at -
.938 and the upper bound at .168.

Table- 5.56 (b): Independent Sample Test for Equality of Mean Belief and Attitude
on the Basis of Marital Status

Levene's
Test for
Equality t-test for Equality of Means
of
Variances
95%
Sig. Confidence
Mean Std. Error Interval of the
F Sig. t df (2-
Difference Difference Difference
tailed)
Lower Upper
Equal
variances .044 .834 -1.355 598 .176 -.385 .284 -.944 .173
assumed
Equal
variances
-1.369 502.356 .172 -.385 .281 -.938 .168
not
assumed

267
5.57 DESCRIPTIVE STATISTICAL ANALYSIS OF PERCEPTION ON THE
BASIS OF MARITAL STATUS:

The table: 5.57 (a) shows that the 230 respondents who are single have a higher
significance (20.000) with standard deviation at 3.257 and the standard error mean at
.215. The 370 respondents have a lesser influence at 19.673 with standard deviation of
3.866 and the standard error mean at 3.866.

Table- 5.57 (a): Descriptive Statistical Analysis of Perception on the Basis of Marital
Status

Marital status N Mean Std. Deviation Std. Error Mean

Married 370 19.673 3.866 3.866
Single 230 20.000 3.257 .215

The table:5.58 (b) depicts the value of F at 6.412 with -1.068 as t value in case of equal
variances assumed and the value of two tailed significance at .286 and the mean
difference at -.327. The degree of freedom is found at 598 and 0.306 as the value of
standard error difference. The lower bound is found to be at -.928 and the upper bound at
.274. In case when equal variances are not assumed, the t value is found at -1.112 and the
value of two tailed significance is found at .267 and -.327 as the mean difference with
545.871 as the degree of freedom. The lower bound is at -.905 and the upper bound at
.251.

Table- 5.57 (b): Independent Sample Test for Equality of Mean Perception on the
Basis of Marital Status

Levene's
Test for
t-test for Equality of Means
Equality of
Variances
95%
Sig. Confidence
Mean Std. Error Interval of the
F Sig. t df (2-
Difference Difference Difference
tailed)
Lower Upper
Equal
variances 6.412 .012 -1.068 598 .286 -.327 .306 -.928 .274
assumed
Equal
variances
-1.112 545.871 .267 -.327 .294 -.905 .251
not
assumed

268
5.58 DESCRIPTIVE STATISTICAL ANALYSIS OF COGNITION ON THE
BASIS OF MARITAL STATUS:
The table: 5.58 (a) below shoe the marital status and its influence on the cognition and
consumer buying behaviour towards branded readymade garments and it clearly states
that the 230 unmarried respondents have a higher significance (16.091) with 2.273 as the
standard deviation and .149 as the standard error mean, as compared to 370 respondents
who are married having 15.986 as the mean, 2.152 as the standard deviation and .112 as
the standard error mean. Thus stating that, the unmarried respondents are more influenced
by cognition as an intrinsic factor than the respondents who are married.
Table- 5.58 (a): Descriptive Statistical Analysis of Cognition on the Basis of Marital
Status
Marital status N Mean Std. Deviation Std. Error Mean
Married 370 15.986 2.152 .112
Single 230 16.091 2.273 .149

The following table: 5.58 (b) shows the value of F at 2.655 with very less significance at
.104 and t value at -.568. The two tailed significance value is found at .570 with mean
difference of -.105 and the standard error difference at .185, in case when the equal
variances are assumed. The degree o freedom is at 598 with -0.467 as the lower bound
and 0 .258 as the value of upper bound. The t value is found at -.560 and the value of two
tailed significance at .575. The mean difference is found at -.105 and the standard error
difference at .187, in case the equal variances are not assumed and 465.602 as the degree
of freedom and lower bound at -.472 with 0.263 as the upper bound.
Table- 5.58 (b): Independent Sample Test for Equality of Mean Cognition on the
Basis of Marital Status
Levene's
Test for
t-test for Equality of Means
Equality of
Variances
95%
Sig. Confidence
Mean Std. Error
F Sig. t df (2- Interval of the
Difference Difference
tailed) Difference
Lower Upper
Equal
variances 2.655 .104 -.568 598 .570 -.105 .185 -.467 .258
assumed
Equal
variances
-.560 465.602 .575 -.105 .187 -.472 .263
not
assumed

269
5.59 DESCRIPTIVE STATISTICAL ANALYSIS OF PERSONALITY ON THE
BASIS OF MARITAL STATUS:

The table: 5.59 (a) shows the influence of personality on the marital status of the
consumer buying behaviour towards branded readymade garments. The mean of 370
respondents who are married is found to be higher (12.005) with standard deviation of
1.794 and standard error mean at .093 as compared to 230 respondents having a mean of
11.969 with 1.742 as the standard deviation and .115 as the standard error mean.

Table- 5.59 (a): Descriptive Statistical Analysis of Personality on the Basis of Marital
Status

Marital status N Mean Std. Deviation Std. Error Mean

Married 370 12.005 1.794 .093
Single 230 11.969 1.742 .115

In case when equal variances are assumed, F value is found at .031 and t value is at .241.
The significance is found at .861. The mean difference is found at .036 and standard error
difference is at .149. The value of t, in case when equal variances are not assumed, the t
value is found at .242 with .809 as the value of two tailed significance. The value of mean
difference is at .036 and .148 is found to be the standard error difference I n case when
equal variances are not assumed, as shown in table:5.59 (b).

Table- 5.59 (b): Independent Sample Test for Equality of Mean Personality on the
Basis of Marital Status

Levene's
Test for
t-test for Equality of Means
Equality of
Variances
95%
Confidence
Sig. (2- Mean Std. Error Interval of the
F Sig. t df
tailed) Difference Difference Difference
Lower Upper
Equal
variances .031 .861 .241 598 .810 .036 .149 -.257 .328
assumed
Equal
variances
.242 496.641 .809 .036 .148 -.255 .326
not
assumed

270
5.60 DESCRIPTIVE STATISTICAL ANALYSIS OF LEARNING ON THE
BASIS OF MARITAL STATUS:

The table: 5.60 (a) shows the influence of marital status on the learning as an intrinsic
factor and it clearly shows that the 230 respondents who are unmarried are more
influenced (28.865) and have standard deviation at 3.833 and .253 as the standard error
mean as compared to 370 respondents who are married (28.589) with standard deviation
of 3.717 and standard error mean at .193.

Table- 5.60 (a): Descriptive Statistical Analysis of Learning on the Basis of Marital
Status

Marital status N Mean Std. Deviation Std. Error Mean

Married 370 28.589 3.717 .193
Single 230 28.865 3.833 .253

The value of F in case when equal variances are assumed, is found at .036 with .850 as
the level of significance and t value at -.874. The value of two tailed significance is found
at .383, with -.276 as the mean difference. The standard error difference is found to be at
.316. The t value is found at -.868 in case when equal variances are not assumed, and the
two tailed significance is found at .386. The value of mean difference is found to be at -
.276 and standard error difference is found at .318, as shown in table: 5.60 (a)

Table- 5.60 (b): Independent Sample Test for Equality of Mean Learning on the
Basis of Marital status

Levene's
Test for
Equality t-test for Equality of Means
of
Variances
95%
Confidence
Sig. (2- Mean Std. Error Interval of the
F Sig. t df
tailed) Difference Difference Difference
Lower Upper
Equal
variances .036 .850 -.874 598 .383 -.276 .316 -.896 .344
assumed
Equal
variances
-.868 474.413 .386 -.276 .318 -.901 .349
not
assumed

271
5.61 DESCRIPTIVE STATISTICAL ANALYSIS OF MOTIVATION ON THE
BASIS OF RESIDENTIAL AREA:

The table: 5.61 (a) shows that the highest influence is found in case of 276 respondents
who are from rural background (12.518) with standard deviation of 3.603 and 0.217 as
the standard error mean. 324 respondents who are from urban background have a mean at
12.432 with 3.654 as the standard deviation and 0.203 as the standard error mean.

Table- 5.61 (a): Descriptive Statistical Analysis of Motivation on the Basis of

Residential Area

Residential Area N Mean Std. Deviation Std. Error Mean

Rural 276 12.518 3.603 .217
Urban 324 12.432 3.654 .203

Table: 5.61 (b) shows that F value is at 0.154, t value at .289 and the significance at 0.695
in case of equal variances assumed. The value of two tailed significance is found at 0.773,
0.086 as the mean difference and degree of freedom at 598. The standard error difference
is at 0.297, lower bound is at -.498 and the upper bound is at 0.670. The significance (two
tailed) of motivation in case when equal variances not assumed, is found at 0.772, t value
at .290 and 585.386 as the degree of freedom. The standard error difference is at 0.297
with mean difference of 0.086 and 0.297 as the standard error difference. The lower
bound is at -.497 and the upper bound at 0.669.

Table- 5.61 (b): Independent Sample Test for Equality of Mean Motivation on the
Basis of Residential Area

Levene's
Test for
Equality t-test for Equality of Means
of
Variances
95%
Sig. Confidence
Mean Std. Error Interval of the
F Sig. t df (2-
Difference Difference Difference
tailed)
Lower Upper
Equal
variances .154 .695 .289 598 .773 .086 .297 -.498 .670
assumed
Equal
variances
.290 585.386 .772 .086 .297 -.497 .669
not
assumed

272
5.62 DESCRIPTIVE STATISTICAL ANALYSIS OF BELIEF AND ATTITUDE
ON THE BASIS OF RESIDENTIAL AREA:
The table: 5.62 (a) shows the influence of Belief and attitude on the residential area of the
consumer buying behaviour towards branded readymade garments and the influence is
found to be higher in case of 324 respondents from urban background (24.336), standard
deviation of 3.234 and .179 as the standard error mean whereas the influence of Belief
and attitude is found at 23.920 in case of 276 respondents from rural background with
3.556 as the standard deviation and .214 as the standard error mean.
Table- 5.62 (a): Descriptive Statistical Analysis of Belief and Attitude on the Basis of
Residential Area

Residential Area N Mean Std. Deviation Std. Error Mean

Rural 276 23.920 3.556 .214
Urban 324 24.336 3.234 .179

The table: 5.62 (b) shows the value of F is at 1.653, significance at .199 and value of t at
-1.500 in case when the equal variances are assumed, the degree of freedom is found at
598 and .134 as the value of two tailed significance. Also, the mean difference is found at
-.416 with .277 as the standard error difference, the lower bound is at -.960 and upper
bound at .129. In case when the equal variances are not assumed, the t value is found at
-1.489 with 561.623 as the degree of freedom and .137 as the value of two tailed
significance. The mean difference is found at -.416, standard error difference at .279.
Table- 5.62 (b): Independent Sample Test for Equality of Mean Belief and Attitude
on the Basis of Residential Area

Levene's
Test for
t-test for Equality of Means
Equality of
Variances
95%
Sig. Confidence
Mean Std. Error Interval of the
F Sig. t df (2-
Difference Difference Difference
tailed)
Lower Upper
Equal
variances 1.653 .199 -1.500 598 .134 -.416 .277 -.960 .129
assumed
Equal
variances
-1.489 561.623 .137 -.416 .279 -.965 .133
not
assumed

273
5.63 DESCRIPTIVE STATISTICAL ANALYSIS OF PERCEPTION ON THE
BASIS OF RESIDENTIAL AREA:

The following table: 5.63 (a) shows that the 324 respondents from urban background are
more influenced by perception (20.018) with 3.522 as the standard deviation and 0.195 as
the standard error mean. Whereas, the 276 respondents from rural area are found to be
influenced at a lesser rate (19.539) and 3.776 is found as the standard deviation and 0.227
as the standard error mean.

Table- 5.63 (a): Descriptive Statistical Analysis of Perception on the Basis of

Residential Area

Residential Area N Mean Std. Deviation Std. Error Mean

Rural 276 19.539 3.776 .227
Urban 324 20.018 3.522 .195

In case when equal variances assumed, F value is found at 1.744, significance level at
.187 and t value is at -1.605. The two tailed significance is found at .109 and the mean
difference is at -.479. The standard error difference is found at .298 with -1.064 as the
value of lower bound and .107 as the upper bound. The t value in case when the equal
variances not assumed is found at -1.596 with .111 as the value of two tailed significance
and mean difference is found at-.479 and standard error difference at .299. The lower
bound is found at -1.068 and upper bound is found at .110 (as shown in table: 5.63 (b).

Table- 5.63 (b): Independent Sample Test for Equality of Mean Perception on the
Basis of Residential Area

Levene's
Test for
t-test for Equality of Means
Equality of
Variances
95%
Sig. Confidence
Mean Std. Error Interval of the
F Sig. t df (2-
Difference Difference Difference
tailed)
Lower Upper
Equal
-
variances 1.744 .187 598 .109 -.479 .298 -1.064 .107
1.605
assumed
Equal
variances -
568.019 .111 -.479 .299 -1.068 .110
not 1.596
assumed

274
5.64 DESCRIPTIVE STATISTICAL ANALYSIS OF COGNITION ON THE
BASIS OF RESIDENTIAL AREA:

The table: 5.64 (a) shows that the 324 respondents from urban background have a higher
mean (16.185) with standard deviation at 2.151 as the standard deviation and .119 as the
standard error mean as compared to 276 respondents from rural background (15.841) with
standard deviation of 2.241 and standard error mean at .135.

Table- 5.64 (a): Descriptive Statistical Analysis of Cognition on the Basis of

Residential Area

Residential Area N Mean Std. Deviation Std. Error Mean

Rural 276 15.841 2.241 .135
Urban 324 16.185 2.151 .119

The table: 5.64 (b) shows F value is at .000 with .989 as the significance and -1.918 as the
t value in case when equal variances are assumed. The two tailed significance value is
found at .056, mean difference at -.345 and he standard error difference at .179. Whereas,
in case when equal variances are not assumed, the t value is found at -1.912 with 574.708
as the two tailed significance value and -.345 as the mean difference and the standard
error difference at .180.

Table- 5.64 (b): Independent Sample Test for Equality of Mean Cognition on the
Basis of Residential Area

Levene's
Test for
Equality t-test for Equality of Means
of
Variances
95%
Sig. Confidence
Mean Std. Error Interval of the
F Sig. t df (2-
Difference Difference Difference
tailed)
Lower Upper
Equal
variances .000 .989 -1.918 598 .056 -.345 .179 -.697 .008
assumed
Equal
variances
-1.912 574.708 .056 -.345 .180 -.698 .009
not
assumed

275
5.65 DESCRIPTIVE STATISTICAL ANALYSIS OF PERSONALITY ON THE
BASIS OF RESIDENTIAL AREA:

324 respondents from urban background are found to be at a higher significance (12.052)
with standard deviation of 1.689 and .094 as the standard error mean. As shown in table:
5.65 (a), the 276 respondents from rural area have a mean of 11.920 with standard
deviation of 1.867 and .112 as the standard error mean. Thus, it clearly states that the
respondents from urban area are more influenced by personality than the respondents
from rural area.

Table- 5.65 (a): Descriptive Statistical Analysis of Personality on the Basis of

Residential Area

Residential Area N Mean Std. Deviation Std. Error Mean

Rural 276 11.920 1.867 .112
Urban 324 12.052 1.689 .094

The table: 5.65 (b) shows the value of F in case of equal variances assumed, is at 1.702
with significance of .193 and the t value is at -.910. The value of two tailed significance is
found at .363 and mean difference is found at -.132. The standard error difference is
found at .145.The influence of personality in case when equal variances are not assumed
in terms of its t value is found -.903 with .367 as the value of two tailed significance.
While, the value of mean difference is found at --.132and the standard error mean at .146.

Table- 5.65 (b): Independent Sample Test for Equality of Mean Personality on the
Basis of Residential Area

Levene's
Test for
t-test for Equality of Means
Equality of
Variances
95%
Sig. Confidence
Mean Std. Error Interval of the
F Sig. t df (2-
Difference Difference Difference
tailed)
Lower Upper
Equal
-
variances 1.702 .193 598 .363 -.132 .145 -.417 .153
.910
assumed
Equal
variances -
560.401 .367 -.132 .146 -.419 .155
not .903
assumed

276
5.66 DESCRIPTIVE STATISTICAL ANALYSIS OF LEARNING ON THE
BASIS OF RESIDENTIAL AREA:

The influence of learning on the residential area towards the branded readymade garments
is analysed in table: 5.66 (a), and it shows that the 324 respondents from urban
background have higher mean of 29.105 with standard deviation of 3.578 and standard
error mean at .199, whereas 276 respondents from rural background had mean at 28.214
with standard deviation of 3.918 and the standard error mean of .236.

Table- 5.66 (a): Descriptive Statistical Analysis of Learning on the Basis of

Residential Area

Residential Area N Mean Std. Deviation Std. Error Mean

Rural 276 28.214 3.918 .236
Urban 324 29.105 3.578 .199

The table: 5.66 (b) shows that the value of t is found at -2.910 in case when equal
variances are assumed, the two tailed significance is found at .004 and the mean
difference is found at -.891. The standard error difference .306 and degree of freedom is
found at 598. The value of F is found at 3.576 and value of significance is at 0.059. The
value of t in case when equal variances are not assumed, is found at -2.889 and the value
of two tailed significance is at 0.004. The mean difference is found at -.891 and the
standard error difference is at .308.

Table- 5.66 (b): Independent Sample Test for Equality of Mean Learning on the
Basis of Residential Area

Levene's
Test for
t-test for Equality of Means
Equality of
Variances
95%
Sig. Confidence
Mean Std. Error Interval of the
F Sig. t df (2-
Difference Difference Difference
tailed)
Lower Upper
Equal
variances 3.576 .059 -2.910 598 .004** -.891 .306 -1.492 -.289
assumed
Equal
variances
-2.889 562.675 .004 -.891 .308 -1.497 -.285
not
assumed

277
5.67 SCREE PLOT SHOWING INTRINSIC FACTORS:

Figure 5.1 shows the scree plot positioning of intrinsic factors in case of purchase of
branded readymade garments.

Figure- 5.1: Scree Plot Showing Intrinsic Factors

Total Score

To sum up, the influence of intrinsic factors on the consumer behaviour towards branded
readymade garments is studied in this chapter. The hypothesis so studied is that the
intrinsic factors have no influence on the consumer buying behaviour towards the
purchase of branded readymade garments. The hypothesis is proved to be untrue because
it is found through the analysis that motivation as an intrinsic factors have been found to
be highly influential on the married respondents in the age group of 36-50 years and
having educational level of professional and are homemakers from nuclear families
having household income of more than 10,00,000. Also, the respondents having children

278
of 6 - 8 years and above from rural area buying branded readymade garments every week,
belonging to Amritsar.

As far as belief and attitude is concerned, the respondents from Jallandhar in the age
group of 18-25 years with the educational level of under graduation with income level of
more than 10,00,000 belonging to extended families and are homemakers with children
upto the age of 2 - 4 years. At the same time, unmarried females from urban area buying
branded readymade garments every six months are found to be most influenced by belief
and attitude as an intrinsic factor.

In case of perception, the respondents from Jallandhar in the age group of 18-25 years
with the education level of under graduation are into occupation are found to be highly
influenced by perception as an intrinsic factor. The respondents with annual household
income of 10,00,000 or above from nuclear families having children 4 -6 years of age and
buying branded readymade garments every week are the most influenced class of all.
Unmarried female respondents from urban area are found to be highly influenced by this
factor.

The influence of cognition is found to be highest in case of respondents from Patiala in

the age group of 36-50 years with education level of post graduation or above in others as
occupation earning annual income more than 10,00,000 or above. Married respondents
from joint families having children of4 - 6 years of age, buying braded readymade
garments every week. Females from rural area are more inclined towards cognition.

Personality as in intrinsic factor have been found to be most influential in case of

respondents from Amritsar in the age group of 36-50 years having educational level of
under graduation and are homemakers. Respondents having income level of 10,00,000 or
above having children of 6 -8 years or above from extended families buying readymade
garments every six months. The married females from urban area are found to be the most
influential class of all.

Learning influenced the consumers in Amritsar who are in the age group of 36-50 years
having educational level of post graduation or above are most influenced. The female
respondents who are homemakers and having income level between 2,00,000- 5,00,000
and having children 4 - 6 years or above belonging to extended families buying branded
readymade garments every six months are found to be influenced by leaning as a whole.
The unmarried respondents from urban area are found to be influenced the most.

279
The chapter analyses the influence of total intrinsic factors on the consumer buying
behaviour towards branded readymade garments. As discussed earlier in the previous
chapter, the implications of each intrinsic factor on the demographic profile of consumers,
i.e. perception, Belief and attitude, learning, personality, cognition and motivation, this
chapter studies the effect of all these factors as a whole on the consumer buying
behaviour towards branded readymade garments. The chapter takes into consideration the
analysis of these factors on the demographic profile of the respondents under the study.
The main aim of the current analysis is to examine whether the intrinsic factors influence
the consumer buying behaviour and if they do then which is the highest effecting variable
as far as the demographic profile is concerned. Intrinsic factors correlates with all other
demographic factors so as to know the role of these factors with each of the demographic
factor, i.e. age, income, occupation, family structure, gender etc. The individual influence
of intrinsic factors on the demographic factors have been studied in the previous chapter.
There is a need to study the total impact of these intrinsic factors on the consumer buying
behaviour. Thirty one statements have been taken under consideration for six intrinsic
factors, the response varies from strongly disagree to strongly agree, thus the minimum
score for the same can be 30 and maximum can be 150. It will be helpful in analyzing the
respondents from which city, age group, occupation level and income level etc. are
influenced by these intrinsic factors. Various tests have been used to analyse the same,
namely ANNOVA, standard deviation and mean to study multiple variables whereas t test
have been used to study the influence of intrinsic factors on two variables namely, marital
status, residential area and gender of respondents in order to analyse which category of
respondents is being influenced the most by these intrinsic factors. The correlation
amongst the six intrinsic factors so found, have also been studied, in order to examine the
correlation of one intrinsic factor with the other. The mean value near to 150 shows a
higher significance stating the highest influence of intrinsic factors on that particular
demographic variable and the value near to 30 shows that the influence of intrinsic factors
is least on that particular demographic variable. The chapter concludes with the summary
of the most influenced intrinsic factors on the demographic variable and the correlation is
each factor has also been stated.

280
6.1 DESCRIPTIVE STATISTICAL ANALYSIS OF INTRINSIC FACTORS ON
THE BASIS OF CITY:

The total value of intrinsic factors is found to be more significant in case of respondents
in Amritsar (115.300) with standard deviation of 11.978 and the least influence is found
in case of Mohali (110.150) with standard deviation of14.647. The total mean is found at
113.098 with standard deviation of13.549, as shown in table: 6.1 (a).

Table- 6.1 (a): Descriptive Statistical Analysis of Intrinsic Factors on the Basis of City

95% Confidence
Interval for
Std. Std. Mean
City N Mean Minimum Maximum
Deviation Error
Lower Upper
Bound Bound
Amritsar 100 115.300 11.978 1.197 112.923 117.677 89.00 138.00
Chandigarh 100 115.070 13.855 1.385 112.321 117.819 63.00 144.00
Jallandhar 100 113.500 12.739 1.274 110.972 116.028 71.00 144.00
Ludhiana 100 112.180 11.531 1.153 109.892 114.468 80.00 131.00
Mohali 100 110.150 14.647 1.465 107.244 113.056 83.00 144.00
Patiala 100 112.390 15.698 1.569 109.275 115.505 72.00 144.00
Total 600 113.098 13.549 .553 112.012 114.185 63.00 144.00

The value of sum of squares between the groups is found at 1893.388 with 378.678 as the
mean square. The value of F is found to be at 2.081 and a very less significance of .066 is
found. The value of sum of squares within the groups is found at 108077.810 with the
mean square at 181.949. The total value of sum of squares is found at 109971.198 with
599 as the degree of freedom, as shown in table: 6.1(b)

Table- 6.1 (b): ANNOVA Results For Intrinsic Factors on the Basis of City

Sum of Squares df Mean Square F Sig.

Between Groups 1893.388 5 378.678 2.081 .066
Within Groups 108077.810 594 181.949
Total 109971.198 599

The post hoc table: 6.1 (c) shows the influence of extrinsic factors on the consumer
buying behaviour towards branded readymade garments in various cities and the highest
significance is found in case of respondents from Chandigarh and Amritsar as well as in

281
the case of Patiala and Ludhiana (1.00) with the mean difference at 0.2300 and -0.210
respectively. The least significance is found in case of respondents from Amritsar and
Mohali (0.202) with the mean difference at 5.150. The standard deviation in all the cases
is found at 1.908.

Table- 6.1 (c): Post Hoc Results For Intrinsic Factors on the Basis of City

Mean 95% Confidence Interval

(I) (J) Std.
Difference Sig. Lower Upper
City City Error
(I-J) Bound Bound
Chandigarh .2300 1.908 1.000 -6.139 6.599
Jallandhar 1.800 1.908 .971 -4.569 8.169
Amritsar Ludhiana 3.120 1.908 .750 -3.249 9.489
Mohali 5.150 1.908 .202 -1.219 11.519
Patiala 2.910 1.908 .802 -3.459 9.279
Amritsar -.230 1.908 1.000 -6.599 6.139
Jallandhar 1.570 1.908 .984 -4.799 7.939
Chandigarh Ludhiana 2.890 1.908 .807 -3.479 9.259
Mohali 4.920 1.908 .250 -1.449 11.289
Patiala 2.680 1.908 .853 -3.689 9.049
Amritsar -1.800 1.908 .971 -8.169 4.569
Chandigarh -1.570 1.908 .984 -7.939 4.799
Jallandhar Ludhiana 1.320 1.908 .993 -5.049 7.689
Mohali 3.350 1.908 .687 -3.019 9.719
Patiala 1.110 1.908 .997 -5.259 7.479
Amritsar -3.120 1.908 .750 -9.489 3.249
Chandigarh -2.890 1.908 .807 -9.259 3.479
Ludhiana Jallandhar -1.320 1.908 .993 -7.689 5.049
Mohali 2.030 1.908 .951 -4.339 8.399
Patiala -.210 1.908 1.000 -6.579 6.159
Amritsar -5.150 1.908 .202 -11.519 1.219
Chandigarh -4.920 1.908 .250 -11.289 1.449
Mohali Jallandhar -3.350 1.908 .687 -9.719 3.019
Ludhiana -2.030 1.908 .951 -8.399 4.339
Patiala -2.240 1.908 .926 -8.609 4.129
Amritsar -2.910 1.908 .802 -9.279 3.459
Chandigarh -2.680 1.908 .853 -9.049 3.689
Patiala Jallandhar -1.110 1.908 .997 -7.479 5.259
Ludhiana .210 1.908 1.000 -6.159 6.579
Mohali 2.240 1.908 .926 -4.129 8.609
* The Mean Difference is Significant at the 0.05 Level.

282
6.2 DESCRIPTIVE STATISTICAL ANALYSIS OF INTRINSIC FACTORS ON
THE BASIS OF AGE:

The least mean is found in case of 56 respondents who are more than 50 years of age
(109.196) with 13.888 as the standard deviation whereas the 128 respondents in the age
group of36-50 years are least influenced (114.179) with standard deviation of14.222.
Thus, it states that the respondents in the age group of 36-50 years of age are more
influenced by the intrinsic factors than respondents of any other age group. The total
mean is found to be at 113.098 with 13.549 as the standard deviation, as shown in table:
6.2 (a).

Table- 6.2 (a): Descriptive Statistical Analysis of Intrinsic Factors on the Basis of
Age

95% Confidence
Age of
Std. Std. Interval for Mean
consumers N Mean Minimum Maximum
Deviation Error Lower Upper
(in years)
Bound Bound
18-25 177 113.915 12.794 .962 112.017 115.813 71.00 142.00
26-35 239 112.828 13.554 .877 111.101 114.556 74.00 144.00
36-50 128 114.179 14.222 1.257 111.692 116.667 75.00 144.00
>50 56 109.196 13.888 1.856 105.477 112.916 63.00 143.00
Total 600 113.098 13.549 .553 112.012 114.185 63.00 144.00

The table: 6.2 (b) shows that the value of sum of squares between the groups is at
1137.797 with the mean square of 379.266 and 3 as the degree of freedom. The value of F
is found at 2.077 with .102 as the level of significance. The value of sum of squares
within the groups is found at 108833.402 with 182.606 as the mean square and 596 as the
degree of freedom. The total value of sum of squares is found at 109971.198 with 599 as
the degree of freedom.

Table- 6.2 (b): ANNOVA Results For Intrinsic Factors on the Basis of Age

Sum of Squares df Mean Square F Sig.

Between Groups 1137.797 3 379.266 2.077 .102
Within Groups 108833.402 596 182.606
Total 109971.198 599

283
The post hoc table: 6.2 (c) shows the influence of intrinsic factors on the age of
consumers while buying branded readymade garments and the highest significance is
found in case of respondents in the age group of 18-25 years and 36-50 years as well as in
the case of 18-25 years and 26-35 years (0.999) with mean difference at -0.264 and 0.264
respectively and having standard error at 1.568 in both the cases. The least influence is
found in case of respondents in the age group of 18-25 years and more than 50 years
(0.160) with the mean difference at 4.719 and standard error at 2.072.

Table- 6.2 (c): Post Hoc Results For Intrinsic Factors on the Basis of Age

(I) (J) 95% Confidence Interval

Mean Difference
Age Age Std. Error Sig.
(I-J) Lower Bound Upper Bound
(in years) (in years)
26-35 1.087 1.340 .883 -2.670 4.844

18-25 36-50 -.264 1.568 .999 -4.660 4.131

>50 4.719 2.072 .160 -1.089 10.527

18-25 -1.087 1.340 .883 -4.844 2.670
26-35 36-50 -1.351 1.481 .841 -5.501 2.798
>50 3.632 2.006 .352 -1.992 9.256
18-25 .264 1.568 .999 -4.131 4.660
36-50 26-35 1.351 1.480 .841 -2.798 5.501
>50 4.983 2.165 .152 -1.086 11.053
18-25 -4.719 2.072 .160 -10.527 1.089

>50 26-35 -3.632 2.006 .352 -9.256 1.992

36-50 -4.983 2.165 .152 -11.053 1.086

* The Mean Difference is Significant at the 0.05 Level.

6.3 DESCRIPTIVE STATISTICAL ANALYSIS OF INTRINSIC FACTORS ON

THE BASIS OF EDUCATION:

The influence of intrinsic factors on the educational level of the consumer and its
influence on their buying behaviour towards branded readymade garments is studied in
table: 6.3 (a), it shows that the highest influence is found in case of145 respondents with
education level of under graduation (113.917) with standard deviation of13.209 whereas
the least influence is found in case of 38 respondents having education level upto

284
intermediation (112.237) with the standard deviation of12.718. The total influence of
intrinsic factors is found at 113.098 with 13.549 as the standard deviation.

Table- 6.3 (a): Descriptive Statistical Analysis of Intrinsic Factors on the Basis of
Education

95% Confidence
Interval for
Educational Std. Std. Mean
N Mean Minimum Maximum
level Deviation Error
Lower Upper
Bound Bound

Upto
38 112.237 12.718 2.063 108.056 116.417 92.00 143.00
intermediation
Under
graduation 145 113.917 13.209 1.097 111.749 116.085 74.00 143.00
level
Post
graduation or 305 113.056 13.153 .753 111.574 114.538 71.00 144.00
above
Professional 112 112.446 15.331 1.448 109.576 115.317 63.00 144.00
Total 600 113.098 13.549 .553 112.012 114.185 63.00 144.00

The table: 6.3 (b) shows the value of sum of squares between the groups at 173.592 with
57.864 as the mean square. The value of F is found at .314 with .815 as the level of
significance. The value of sum of squares within the groups is found at 109797.606 with
184.224 as the mean square. The total value of sum of squares is found at 109971.198
with 599 as the degree of freedom.

Table- 6.3 (b): ANNOVA Results For Intrinsic Factors on the Basis of Education

Sum of Squares df Mean Square F Sig.

Between Groups 173.592 3 57.864 .314 .815

Within Groups 109797.606 596 184.224
Total 109971.198 599

The post hoc table: 6.3 (c) shows the influence of intrinsic factors on the education level
of the consumers in the purchase of branded readymade garments and the highest

285
significance is found in case of respondents having education level upto intermediation
and professional (1.00) with the mean difference at -0.209 and 2.548 as the standard error
and the least significance is found in case of respondents having educational level of
under graduation or above and professionals (0.863) with the mean difference at 1.471
and 1.707 as the standard error.

Table- 6.3 (c): Post Hoc Results For Intrinsic Factors on the Basis of Education

95% Confidence
Mean
(I) (J) Std. Interval
Difference Sig.
Education Education Error Lower Upper
(I-J)
Bound Bound
Under
-1.680 2.473 .927 -8.615 5.254
graduation level
Upto
Post graduation
intermediation -.819 2.335 .989 -7.365 5.727
or above
Professional -.209 2.548 1.000 -7.353 6.934

Upto
1.680 2.473 .927 -5.254 8.615
intermediation
Under
Post graduation
graduation level .861 1.369 .941 -2.977 4.699
or above
Professional 1.471 1.707 .863 -3.316 6.258

Upto
.819 2.335 .989 -5.727 7.365
intermediation
Post graduation
Under
or above -.861 1.369 .941 -4.699 2.977
graduation level
Professional .609 1.499 .983 -3.595 4.813

Upto
.209 2.548 1.000 -6.934 7.353
intermediation
Under
Professional -1.471 1.707 .863 -6.257 3.316
graduation level
Post graduation
-.609 1.499 .983 -4.813 3.595
or above
* The Mean Difference is Significant at the 0.05 Level.

286
6.4 DESCRIPTIVE STATISTICAL ANALYSIS OF INTRINSIC FACTORS ON
THE BASIS OF OCCUPATION:

The intrinsic factors influences the occupational level of the consumer buying behaviour
towards branded readymade garments and it is found that the highest influence is found in
case of 30 respondents who are homemakers (115.093) with standard deviation of12.259.
The least influence is found in case of 115 respondents who are professionals (111.809)
with the standard deviation of13.211. The total influence is found to be at 113.098 with
standard deviation of13.549, as shown in table: 6.4 (a).

Table- 6.4 (a): Descriptive Statistical Analysis of Intrinsic Factors on the Basis of
Occupation

95% Confidence
Interval for
Std. Std. Mean
Occupation N Mean Minimum Maximum
Deviation Error
Lower Upper
Bound Bound
Service 296 112.956 14.162 .823 111.336 114.576 63.00 144.00
Homemaker 75 115.093 12.259 1.416 112.273 117.914 74.00 143.00
Professional 115 111.809 13.211 1.232 109.368 114.249 71.00 137.00
Student 84 113.750 13.864 1.513 110.741 116.759 75.00 142.00
Others 30 112.633 10.656 1.945 108.654 116.612 87.00 132.00
Total 600 113.098 13.549 .553 112.012 114.185 63.00 144.00

The table: 6.4 (b) shows the value of sum of squares between the groups at 537.915 with
mean square of134.479 and the degree of freedom at 4. F value is found at .731 with the
level of significance of.571. The value of sum of squares within the groups is found at
109433.284 with the mean square at 183.921 and degree of freedom at 595. The total
value of sum of squares is found at 183.921 with 599 as the degree of freedom.

Table- 6.4 (b): ANNOVA Results For Intrinsic Factors on the Basis of Occupation

Sum of Squares df Mean Square F Sig.

Between Groups 537.915 4 134.479 .731 .571
Within Groups 109433.284 595 183.921
Total 109971.198 599

287
The post hoc table: 6.4 (c) shows the influence of intrinsic factors on the occupational
level of the consumers during the purchase of branded readymade garments and the
highest significance is found in case of respondents who are in service and “others” as
their occupation (1.000) with the mean difference at 0.323 and 2.598 as the standard
error. Whereas, the least significance is found in case of respondents who are
professionals and homemakers (0.616) with the mean difference at -3.285 and the
standard error at 2.013.

Table- 6.4 (c): Post Hoc Results For Intrinsic Factors on the Basis of Occupation

95% Confidence
Mean
(I) (J) Std. Interval
Difference Sig.
Occupation Occupation Error Lower Upper
(I-J)
Bound Bound
Homemaker -2.137 1.753 .829 -7.554 3.279
Professional 1.147 1.490 .964 -3.457 5.752
Service
Student -.794 1.676 .994 -5.974 4.387
Others .323 2.598 1.000 -7.706 8.352
Service 2.137 1.753 .829 -3.279 7.554
Professional 3.284 2.013 .616 -2.935 9.504
Homemaker
Student 1.343 2.154 .983 -5.314 8.000
Others 2.460 2.929 .951 -6.592 11.512
Service -1.147 1.490 .964 -5.752 3.457
Homemaker -3.285 2.013 .616 -9.504 2.935
Professional
Student -1.941 1.946 .910 -7.956 4.073
Others -.825 2.780 .999 -9.415 7.766
Service .794 1.676 .994 -4.387 5.974
Homemaker -1.343 2.154 .983 -8.000 5.314
Student
Professional 1.941 1.946 .910 -4.073 7.956
Others 1.117 2.884 .997 -7.796 10.029
Service -.323 2.598 1.000 -8.352 7.706
Homemaker -2.460 2.929 .951 -11.512 6.592
Others
Professional .824 2.780 .999 -7.766 9.415
Student -1.117 2.884 .997 -10.029 7.796
* The Mean Difference is Significant at the 0.05 Level.

288
6.5 DESCRIPTIVE STATISTICAL ANALYSIS OF INTRINSIC FACTORS ON
THE BASIS OF ANNUAL INCOME:

The table: 6.5 (a) shows the influence of intrinsic factors on the annual income of the
consumer towards the branded readymade garments and the least influence is found in
case of107 respondents having income between 500001-100000 (110.925) with the
standard deviation of15.843. The highest influence is found in case of 60 respondents
having annual income more than 10,00,000 (15.843) with standard deviation of15.843.
The total influence is found at 113.098 with 13.549 as the standard deviation.

Table- 6.5 (a): Descriptive Statistical Analysis of Intrinsic Factors on the Basis of
Annual Income

95% Confidence
Interval for
Annual Std. Std. Mean
N Mean Minimum Maximum
income Deviation Error
Lower Upper
Bound Bound
<200000 230 112.530 13.663 .901 110.755 114.305 71.00 143.00
200001-
203 114.419 12.158 .853 112.736 116.101 72.00 144.00
500000
500001-
107 110.925 14.233 1.376 108.197 113.653 74.00 144.00
100000
>100000 60 114.683 15.843 2.045 110.591 118.776 63.00 144.00
Total 600 113.098 13.549 .553 112.012 114.185 63.00 144.00

The value of sum of squares between the groups is found at 1084.117 with the mean
square at 361.372. F value is found at 1.978 with .116 as the level of significance. The
value of sum of squares within the groups is found at 108887.081 with the mean square at
182.696. The total value of sum of squares is found at 109971.198 with the degree of
freedom at 599, as shown in table: 6.5 (b).

Table- 6.5 (b): ANNOVA Results For Intrinsic Factors on the Basis of Annual
Income

Sum of Squares df Mean Square F Sig.

Between Groups 1084.117 3 361.372 1.978 .116

Within Groups 108887.081 596 182.696

Total 109971.198 599

289
The post hoc table: 6.5 (c) shows the influence of intrinsic factors on the income level of
the consumers and the highest influence is found in case of respondents having income
of more than 10,00,000 and those earning between 2,00,001- 5,00,000 (0.999) with the
mean difference at -0.265 and 1.986 as the standard error. The least significance is found
in case of respondents having income between 2,00,001- 5,00,000 (0.198) with the mean
difference at 3.493 and 1.615 as the standard error.

Table- 6.5 (c): Post Hoc Results For Intrinsic Factors on the Basis of Annual Income

95% Confidence
(I) Mean
(J) Std. Interval
Annual Difference Sig.
Annual Income Error Lower Upper
Income (I-J)
Bound Bound
200001-500000 -1.888 1.302 .551 -5.537 1.761
<200000 500001-100000 1.605 1.582 .794 -2.829 6.039
>100000 -2.153 1.959 .751 -7.646 3.340
<200000 1.888 1.302 .551 -1.761 5.537
200001-
500001-100000 3.493 1.615 .198 -1.033 8.020
500000
>100000 -.265 1.986 .999 -5.833 5.304
<200000 -1.605 1.582 .794 -6.039 2.829
500001-
200001-500000 -3.493 1.615 .198 -8.020 1.033
100000
>100000 -3.758 2.180 .397 -9.869 2.353
<200000 2.153 1.959 .751 -3.340 7.646
>100000 200001-500000 .265 1.986 .999 -5.304 5.833
500001-100000 3.758 2.180 .397 -2.353 9.869
* The Mean Difference is Significant at the 0.05 Level.

6.6 DESCRIPTIVE STATISTICAL ANALYSIS OF INTRINSIC FACTORS ON

THE BASIS OF AGE OF CHILDREN:

The following table: 6.6 (a) shows the influence of intrinsic factors on the age of children
in the buying behaviour of the consumer towards branded readymade garments and it
shows that the least influence is found in case of 80 respondents having children more
than 8 years of age (111.437) with standard deviation of14.810 whereas the 91
respondents having children upto 4- 6 years of age were found to most influenced by

290
intrinsic factors (114.011) with 11.132 as the standard deviation. The total mean is found
at 113.098 with 13.549 as the standard deviation.

Table- 6.6 (a): Descriptive Statistical Analysis of Intrinsic Factors on the Basis of
Age of Children

95% Confidence
Age of Interval for
children Std. Std. Mean
N Mean Minimum Maximum
(in Deviation Error
Lower Upper
years)
Bound Bound

Less
than 2 217 113.074 13.008 .883 111.333 114.814 71.00 144.00
years
2 -4 133 113.323 14.092 1.222 110.906 115.740 74.00 144.00
4 -6 91 114.011 11.132 1.166 111.693 116.329 74.00 134.00
6–8 79 113.418 15.366 1.729 109.976 116.859 63.00 144.00
Above 8
80 111.437 14.810 1.656 108.142 114.733 72.00 144.00
years
Total 600 113.098 13.549 .553 112.012 114.185 63.00 144.00

F value is found at 0.422. The value of sum of squares between the groups is found at
311.389 with the mean square at 77.847 and 4 as the degree of freedom. Whereas, the
value of sum of squares within the groups is found at 10959.810, with the mean square at
184.302 and 595 is the degree of freedom. The total value of sum of squares is found at
109971.198 with 599 as the degree of freedom, as shown in table: 6.6 (b).

Table- 6.6 (b): ANNOVA Results For Intrinsic Factors on the Basis of Age of
Children

Sum of Squares df Mean Square F Sig.

Between Groups 311.389 4 77.847 .422 .793
Within Groups 109659.810 595 184.302
Total 109971.198 599

291
The post hoc table: 6.6 (c) shows the influence of intrinsic factors on the buying
behaviour of the consumers with regard to the age of children in the family and the
highest significance is found in case of respondents having children less than 2 years and
2 - 4 year as well as in the case of less than 2 years and 6 -8 years (1.000) with the mean
difference at-.249 and -.344 respectively. The mean is also found to be highest in case of
respondents having children upto the age of 2 -4 years and 6 -8 years (1.000) with the
mean difference at -0.094 and 1.928 as the standard error. The least significance is found
in case of respondents having children above the age of 8 years and 4- 6 years (0.821)
with the mean difference at 2.573 and standard error at 2.081.

Table- 6.6 (c): Post Hoc Results For Intrinsic Factors on the Basis of Age of Children

(I) (J) 95% Confidence

Mean Interval
Age of Age of Difference Std.
Sig.
Children Children Error Lower Upper
(I-J)
(in years) (in years) Bound Bound
2–4 -.249 1.495 1.000 -4.869 4.369
Less than 2 4–6 -.937 1.695 .989 -6.176 4.302
years 6–8 -.344 1.784 1.000 -5.856 5.168
Above 8 1.636 1.776 .932 -3.850 7.123
Less than 2 .249 1.495 1.000 -4.369 4.869
4–6 -.688 1.847 .998 -6.394 5.019
2–4
6- 8 -.094 1.928 1.000 -6.053 5.864
Above 8 1.886 1.921 .915 -4.049 7.821
Less than 2 .937 1.695 .989 -4.302 6.176
4–6 2- 4 .688 1.847 .998 -5.019 6.394
6– 8 .593 2.088 .999 -5.857 7.044
Above 8 2.573 2.081 .821 -3.855 9.002
Less than 2 .344 1.784 1.000 -5.168 5.856
2–4 .094 1.928 1.000 -5.864 6.053
6–8
4 -6 -.593 2.088 .999 -7.044 5.857
Above 8 1.980 2.153 .932 -4.673 8.634
Less than 2 -1.636 1.776 .932 -7.123 3.850
Above 8 2–4 -1.886 1.921 .915 -7.821 4.049
years 4–6 -2.573 2.081 .821 -9.002 3.855
6 -8 -1.980 2.153 .932 -8.634 4.673
* The Mean Difference is Significant at the 0.05 Level.

292
6.7 DESCRIPTIVE STATISTICAL ANALYSIS OF INTRINSIC FACTORS ON
THE BASIS OF FAMILY STRUCTURE:

The influence of intrinsic factors on the family structure with regard to the purchase of
branded readymade garments is studied in table: and the highest significance is found in
case of 354 respondents from extended families (113.263) with the standard deviation of
13.472. The least significance is found in case of respondents from joint families
(112.038) with the standard deviation of 11.393. The total mean is found at 113.098 with
the standard deviation of 13.549, as shown in table: 6.7 (a).

Table: 6.7 (a) : Descriptive Statistical Analysis of Intrinsic Factors on the Basis of
Family Structure

95% Confidence
Interval for
Family Std. Std. Mean
N Mean Minimum Maximum
structure Deviation Error
Lower Upper
Bound Bound
Nuclear 193 113.088 14.267 1.027 111.062 115.113 71.00 144.00
Extended 354 113.263 13.472 .716 111.854 114.671 63.00 144.00
Joint 53 112.038 11.393 1.565 108.897 115.178 84.00 129.00
Total 600 113.098 13.549 .553 112.012 114.185 63.00 144.00

The table: 6.7 (b) shows the value of sum of squares between the groups is found to be at
69.203 with 2 as the degree of freedom and 34.602 as the mean square. The value of F is
found to be at 0.188 and 0.829 as the level of significance. The value of sum of squares
within the groups is found to be at 109901.995 with 597 as the degree of freedom and
184.090 as the mean square. The total value of sum of squares is found at 109971.198
with 599 as the degree of freedom.

Table- 6.7 (b): ANNOVA Results For Intrinsic Factors on the Basis of Family
Structure

Sum of Squares df Mean Square F Sig.

Between Groups 69.203 2 34.602 .188 .829
Within Groups 109901.995 597 184.090
Total 109971.198 599

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The post hoc table: 6.7 (c) shows the influence of intrinsic factors on the buying
behaviour of the consumers towards branded readymade garments and the highest
significance is found in case of respondents from nuclear and extended families (0.990)
with the mean difference at -0.175 and 1.214 as the standard error. The least significance
is found in case of respondents from extended and joint families (0.829) with the mean
difference at 1.225 and 1.998 as the standard error.

Table- 6.7 (c): Post Hoc Results For Intrinsic Factors on the Basis of Family
Structure

95% Confidence
(I) (J) Mean
Std. Interval
Family Family Difference Sig.
Error Lower Upper
structure structure (I-J)
Bound Bound
Extended -.175 1.214 .990 -3.154 2.804
Nuclear
Joint 1.050 2.104 .883 -4.113 6.214

Nuclear .175 1.214 .990 -2.804 3.154

Extended
Joint 1.225 1.998 .829 -3.679 6.129

Nuclear -1.050 2.104 .883 -6.214 4.113

Joint
Extended -1.225 1.998 .829 -6.129 3.679
* The Mean Difference is Significant at the 0.05 Level.

6.8 DESCRIPTIVE STATISTICAL ANALYSIS OF INTRINSIC FACTORS ON

THE BASIS OF FREQUENCY OF PURCHASE:

The table: 6.8 (a) shows the influence of intrinsic factors on the frequency of purchase of
branded readymade garments and the highest significance is found in case of 36
respondents who buy branded readymade garments every week (114.083) with the
standard deviation of 17.319 and 2.886 as the standard error. The least significance is
found in case of 84 respondents who buy branded readymade garments once in a year
(111.131) with the standard deviation of 12.934 and 1.411 as the standard error. The total
significance is found at 113.098 with 13.549 as the standard deviation and 0.553 as the
standard error.

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 Table- 6.8 (a): Descriptive Statistical Analysis of Intrinsic Factors on the Basis of
Frequency of Purchase

95% Confidence
Frequency Interval for
Std. Std. Mean
of N Mean Minimum Maximum
Deviation Error
purchase Lower Upper
Bound Bound

Every
36 114.083 17.319 2.886 108.223 119.943 63.00 144.00
week
Monthly 208 112.673 13.947 .967 110.766 114.579 72.00 144.00
Every six
272 113.901 12.849 .779 112.367 115.435 71.00 144.00
month
Once in a
84 111.131 12.934 1.411 108.324 113.938 76.00 144.00
year
Total 600 113.098 13.549 .553 112.012 114.185 63.00 144.00

The table: 6.8 (b) shows the value of sum of squares between the groups at 572.800 with
the mean square at 190.933 and 3 as the degree of freedom. The value of sum of squares
within the groups is found at 109398.399 with the mean square at 183.554 and 596 as the
degree of freedom. The value of F is found to be at 1.040 and 0.374 as the level of
significance. The total value of sum of squares is found at 109971.198 with 599 as the
degree of freedom.

Table- 6.8 (b): ANNOVA Results For Intrinsic Factors on the Basis of Frequency of
Purchase

Sum of Squares df Mean Square F Sig.

Between Groups 572.800 3 190.933 1.040 .374
Within Groups 109398.399 596 183.554
Total 109971.198 599

The post hoc table: 6.8 (c) shows the influence of intrinsic factors on the frequency of
purchase of branded readymade garments and the respondents who buy every week and
those who buy every six months as well as those who buy every month and every week
have the highest significance (1.000) with the mean difference at 0.183. The least

295
significance is found in case of respondents who buy branded readymade garments every
six months and once in a year (0.444) with mean difference at 2.769 and 1.691 as the
standard error.

Table- 6.8 (c): Post Hoc Results For Intrinsic Factors on the Basis of Frequency of
Purchase

95% Confidence
(I) Mean
(J) Std. Interval
Buy Difference Sig.
Buy Branded Error Lower Upper
Branded (I-J)
Bound Bound
Monthly 1.410 2.446 .954 -5.446 8.267
Every six
.183 2.403 1.000 -6.554 6.919
Every week month
Once in a
2.952 2.699 .754 -4.614 10.519
year
Every week -1.410 2.446 .954 -8.267 5.446
Every six
-1.228 1.248 .809 -4.726 2.271
Monthly month
Once in a
1.542 1.751 .855 -3.368 6.452
year
Every week -.183 2.403 1.000 -6.919 6.554
Every six Monthly 1.228 1.248 .809 -2.271 4.726
month
Once in a
2.769 1.691 .444 -1.971 7.511
year
Every week -2.952 2.699 .754 -10.519 4.614
Once in a Monthly -1.542 1.751 .855 -6.452 3.368
year
Every six
-2.769 1.691 .444 -7.511 1.971
month
* The Mean Difference is Significant at the 0.05 Level.

6.9 DESCRIPTIVE STATISTICAL ANALYSIS OF INTRINSIC FACTORS ON

THE BASIS OF GENDER:

The table: 6.9 (a) shows the influence of intrinsic factors on the gender of the consumer in
the purchase of branded readymade garments and 324 females are found to be more
influenced (113.904) by intrinsic factors with the standard deviation of 12.799 and .863 as

296
the standard error mean than the 276 males (112.152) with the standard deviation of
14.346 and .86355 as the standard error mean.

Table- 6.9 (a): Descriptive Statistical Analysis of Intrinsic Factors on the Basis of
Gender

Gender N Mean Std. Deviation Std. Error Mean

Male 276 112.152 14.346 .863
Female 324 113.904 12.799 .711

Table: 6.9 (b) shows that when equal variances are assumed, the F value is found at 3.142
with 0.077 as the value of significance and -1.581 as the t value. The degree of freedom is
found at 598 and 0.114 as the value of two tailed significance. The value of mean
difference is fund at -1.752 and standard error difference at 1.108. The lower bound is at
-1.752 and the upper bound at 0.425. The value of t in case when equal variances are not
assumed, is found to be at -1.566 with 556.517 as the degree of freedom and 0.118 as the
value of two tailed significance value. The mean difference is found to be at -1.752 and
1.119 as the standard error difference. The value of lower bound is found at -3.949 and
upper bound at 0.445.

Table- 6.9 (b): Independent Sample Test for Equality of Mean Intrinsic Factors on
the Basis of Gender

Levene's
Test for
t-test for Equality of Means
Equality of
Variances

95% Confidence
Sig. Interval of the
Mean Std. Error
F Sig. t df (2- Difference
Difference Difference
tailed)
Lower Upper

Equal
variances 3.142 .077 -1.581 598 .114 -1.752 1.108 -1.752 .425
assumed

Equal
variances -1.566 556.517 .118 -1.752 1.119 -3.949 .445
not assumed

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 6.10 DESCRIPTIVE STATISTICAL ANALYSIS OF INTRINSIC FACTORS ON
THE BASIS OF MARITAL STATUS:
The table: 6.10 (a) shows the influence of intrinsic factors on the marital status of the
consumers during the purchase of branded readymade garments and the significance in
case of 230 respondents who are unmarried is found to be higher (113.435) with standard
deviation of 12.789 and standard error mean at 0.843. The mean of 370 married
respondents is found at 112.889 with 14.014 as the standard deviation and 0.728 as the
standard error mean.
Table- 6.10 (a): Descriptive Statistical Analysis of Intrinsic Factors on the Basis of
Marital Status

Marital status N Mean Std. Deviation Std. Error Mean

Married 370 112.889 14.014 .728
Single 230 113.435 12.789 .843

The table: 6.10 (b) shows the value of F at 1.637 and significance level at 0.201 and -.479
as the value of t in case when equal variances are assumed. The value of two tailed
significance is found at 0.632 with 598 as the degree of freedom and -.545 and 1.138 as
the standard error difference. The lower bound is found at -2.781 and upper bound at
1.690.In case, when equal variances are not assumed, t value is found at -.490 with
519.011 as the degree of freedom and 0.625 as the value of two tailed significance. The
mean difference is found at -.545 with 1.114 as the standard error difference and the
lower bound is found to be at -2.735 and the upper bound at 1.644.
Table- 6.10 (b): Independent Sample Test for Equality of Mean Intrinsic Factors on
the Basis of Marital Status

Levene's
Test for
t-test for Equality of Means
Equality of
Variances
95% Confidence
Sig.
Mean Std. Error Interval of the
F Sig. t df (2- Difference
Difference Difference
tailed)
Lower Upper
Equal
variances 1.637 .201 -.479 598 .632 -.545 1.138 -2.781 1.690
assumed
Equal
variances -.490 519.011 .625 -.545 1.114 -2.735 1.644
not assumed

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6.11 DESCRIPTIVE STATISTICAL ANALYSIS OF INTRINSIC FACTORS ON
THE BASIS OF RESIDENTIAL AREA:
The table: 6.11 (a) shows the influence of intrinsic factors on the residential area of the
consumer while buying branded readymade garments and the 324 respondents from urban
area are found to be more influenced(114.028) with standard deviation of 12.989 and .722
as the standard error mean as compared to 276 respondents from rural area 112.007 with
standard deviation of 14.125 and 0.850 as the standard error mean.
Table- 6.11 (a): Descriptive Statistical Analysis of Intrinsic Factors on the Basis of
Residential Area

Residential background N Mean Std. Deviation Std. Error Mean

Rural 276 112.007 14.125 .850
Urban 324 114.028 12.989 .722

The table: 6.11 (b) shows that when equal variances are assumed, the value of F is found
at 2.981 and 0.085 as the value of significance. The value of t is found at -1.824 with 598
as the degree of freedom and 0.069 as the value of two tailed significance. The mean
difference is found at -2.020 with 1.108 as the standard error difference, with -4.196 as
the lower bound and .155 as the upper bound. The value of t is found at -1.812 with
564.505 as the degree of freedom and 0.071 as the value of two tailed significance. The
mean difference is found at -2.020 and standard error difference at 1.115, the lower bound
is found to be at -4.211 and the upper bound at 0.169.
Table- 6.11 (b): Independent Sample Test for Equality of Mean Intrinsic Factors on
the Basis of Residential Area

Levene's Test
for Equality t-test for Equality of Means
of Variances
95% Confidence
Sig.
Mean Std. Error Interval of the
F Sig. t df (2- Difference
Difference Difference
tailed)
Lower Upper
Equal
variances 2.981 .085 -1.824 598 .069 -2.020 1.108 -4.196 .155
assumed
Equal
variances
-1.812 564.505 .071 -2.020 1.115 -4.211 .169
not
assumed

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 6.12 CORRELATION AMONGST VARIOUS INTRINSIC FACTORS:

Table- 6.12 (a): Correlation amongst Various Intrinsic Factors

Correlations
Belief
Motivation and Perception Cognition Personality Learning Intrinsic
Attitude
Pearson
1
Correlation
Motivation
p-value
N 600
Pearson
.412** 1
Correlation
Belief and
Attitude p-value .000
N 600 600
Pearson
.391** .664** 1
Correlation
Perception
p-value .000 .000
N 600 600 600
Pearson
.340** .488** .491** 1
Correlation
Cognition
p-value .000 .000 .000
N 600 600 600 600
Pearson
.298** .578** .510** .407** 1
Correlation
Personality
p-value .000 .000 .000 .000
N 600 600 600 600 600
Pearson
.476** .638** .575** .428** .451** 1
Correlation
Learning
p-value .000 .000 .000 .000 .000
N 600 600 600 600 600 600
Pearson
.678** .846** .821** .664** .666** .805** 1
Correlation
Intrinsic
p-value .000 .000 .000 .000 .000 .000
N 600 600 600 600 600 600 600

The table: 6.12(a) shows the correlation of various intrinsic factors and it states that the
motivation is found to be highly correlated with learning (0.476) followed by belief and
attitude (0.412) and least with personality (0.298). The correlation of motivation with
perception is found to be at 0.391 and with cognition at 0.340, the total correlation of
motivation with intrinsic factors is found to be at 0.678.

300
Belief and attitude is found to be highly correlated with perception (0.664) followed by
learning (0.638) and it is least correlated with cognition (0.488). The correlation of belief
and attitude with personality is found at 0.578. The total correlation of belief and attitude
with intrinsic factors is found to be at 0.846.

Perception is found to be highly correlated with learning (0.575) and least with cognition
(0.491). The correlation of personality with perception is found to be at 0.510 and the
total correlation of intrinsic factors with perception is found to be at 0.821.

Cognition and learning are highly correlated (0.428) and least with personality (0.407)
and the total correlation is found at 0.664.

Personality and learning are correlated (0.451) and the total correlation with intrinsic
factors is found to be at 0.666. Learning has a correlation with intrinsic factors at 0.805.

Thus, this table shows that belief and attitude are highly correlated with intrinsic factors
(0.846) and cognition as the least (0.664).

To sum up, the influence of intrinsic factors is found to be highest in the respondents
from Amritsar from the age group of 36-50 years having educational level of upto
intermediation and are homemakers from extended family having children upto the age of
4-6 years with annual income of more than 10,00,000. Furthermore, the unmarried
respondent specially the females from urban area buying branded readymade garments
every week are found to be the most affected group of all.

301
The chapter analyses the influence of extrinsic factors on the consumer buying behaviour
towards branded readymade garments. The extrinsic factors include situational factors,
social class, roles and status, culture and sub culture, reference group and lifestyle. The
chapter concludes with finding the most influential factors in the consumer decision
making process. Data analysis is a step involving the data for all the errors and
performing tabulations and various statistical tests (Burns and Bush, p 35). This study
involved collecting the information through questionnaires from the respondents who are
staying in one of the most developed cites of Punjab including Patiala, Amritsar,
Ludhiana, Jallandhar, Mohali and Chandigarh. These are one of the most developed cities
of Punjab and the annual income level of consumers in these cities is also found to be
high through the data of GDP so relieved form the census department and is hypothised
that high annual income consumers will be more inclined towards the purchase of
branded readymade garments. The factors influencing consumer buying behaviour were
studied and for this purpose, the factors were sub divided into two parts:

i. Intrinsic factors
ii. Extrinsic factors

ANNOVA (Analysis of Variance) is used to study the relationship between the various
factors (both intrinsic and extrinsic) in all the six cities under the study. Whereas in order
to study the cross tabulations between residential Area, marital status and gender, t test
has been used. Step wise multiple linear regression have been used to measure the impact
of all the factors on the buying behaviour of the consumers. The correlation tests have
been used to analyze if any relation existed amongst the factors under the study. The
respondents have been classified on the basis of city, gender, age, educational
qualification, residential Area, occupation, annual income, marital status, children in the
family and the structure of the family. Mean difference has been analyzed and ANNOVA
has been applied in order to find out any significant variation among different classes of
respondents. The extrinsic factors further include the following six factors each.

EXTRINSIC FACTORS:

First Factor Considered for the Study under Extrinsic Factors is Situational Factors
and it Includes the Following:

The consumer thinks that clothes look good when displayed in the store. The environment
(lighting, window display, mannequins, music, ambience etc.) in the shop of a brand

302
helps in increasing preference for that brand. A good natured salesman will motivate the
consumer to buy branded clothes from that store. The service the consumer receives in
the store is the most important aspect to decide the physical component of the store. The
locality of the store influences the brand preference of the consumer. The consumer,
sometimes prefer a brand because of the previous good dealings with the store owner.
Thus, situational factor consists of five statements. Each ranging from strongly disagree
to strongly agree, thus the score can be 5 as minimum and 25 as maximum.

The Variables which are Included in Reference Group are:

To gift someone, the consumer would prefer buying a brand liked by him/her and not by
the person to be gifted. The brand preference of the consumer is not influenced by his/her
family and friends. The consumer buys luxury brand for satisfying his/her personal needs
without any attempt to make an impression on other people. The consumer would like to
know what is new in clothing even if his/her friends are uninterested. It is mostly up to
the consumer whether or not he/she is going to purchase a luxury brand in the future or
not. The consumer is inclined to evaluate the substantive attributes and performance of a
brand thyself rather than listening to others opinions. Before buying a product, it is
important to know what others think about the people who use these brands or products.
This way, reference group comprises of seven statements, thus the minimum score can be
seven and maximum as 35 within the range of strongly disagree and strongly agree.

The Next Factor under the Study is Social Class, Roles and Status and it has the
Following:

Status is raised due to the brand. Sometimes, the consumer tends to buy certain luxury
brands with exorbitant prices just to make an impression on others. The brands the
consumer wears/ uses should reflect the annual income group to which he/she belongs to.
Increase in annual income is a motivation for the consumer to buy luxury brands. The
cultural shift has brought a change in the decision making process in the household
sector. Social class is comprised of five statements, thus the minimum score can be 5 and
25 can be the maximum score in this case.

The Following Variables are Included in Culture and Sub Culture:

Convenience of shopping as provided through tele-marketing and e-marketing helps in

increasing preference for the brand. Style is the most important parameter to judge the

303
quality of the private label of the store. The consumer prefers a brand for the special
features which he/she expects. While shopping for apparels, the consumer prefers
branded apparels than unbranded apparels. Culture and sub culture includes four
statements ranging from strongly disagree to strongly agree, the score can be 4 as
minimum and 20 as maximum in this case.

The Next Factor is Product Feature, Quality, Price, Image, Performance of the
Product and After Sales Services and it Includes the Following:

The manufacturer’s response to the complaints of consumer affects his/her brand

preference. Stalls/kiosks of the brand in malls/market place effects the preference for the
brand by the consumer. When buying a private label, the consumer looks for value of
money also. Brand name is an important parameter to judge the quality of the private
label of the store. The consumer is concerned about low prices, but is equally concerned
about product quality. Product quality and features have five statements ranging from
strongly disagree to strongly, thus the minimum score can be 5 and 25 can be the
maximum score for this factor.

The Last Factor in Extrinsic Factor is Lifestyle Including:

When shopping for branded clothes, the consumer compares the prices of different brands
to be sure get the best value for money. It is wise to buy something on credit if the options
available. After sale services are worth

The response of every consumer ranges from 1 (strongly disagree) to 5 (strongly agree).

The present chapter continues the research further and an attempt has been made to study
if the difference influence of factors on consumers irrespective of their demographic
factors is statistically significant or not, ANOVA test has been applied for this purpose.

7.1 DESCRIPTIVE STATISTICAL ANALYSIS OF SITUATIONAL FACTORS

ON THE BASIS OF CITY:

Table: 7.1(a) shows that Chandigarh has the highest mean (23.650) with the standard
deviation (3.716) followed by Jallandhar 23.360 with standard deviation of 3.422. The
least significance is found to be in case of Mohali (22.720) with standard deviation of
3.737. The total mean of 23.417 with a standard deviation of 3.722.

304
Table- 7.1 (a): Descriptive Statistical Analysis of Situational Factors on the Basis of
City

95%
Confidence
Std. Std. Interval for
City N Mean Mean Minimum Maximum
Deviation Error
Lower Upper
Bound Bound
Amritsar 100 24.350 3.917 .392 23.572 25.127 11.00 30.00
Chandigarh 100 23.650 3.716 .372 22.913 24.387 14.00 30.00
Jallandhar 100 23.360 3.422 .342 22.681 24.039 11.00 30.00
Ludhiana 100 23.240 3.516 .352 22.542 23.938 7.00 30.00
Mohali 100 22.720 3.890 .389 21.948 23.492 9.00 30.00
Patiala 100 23.180 3.737 .374 22.438 23.922 10.00 30.00
Total 600 23.417 3.722 .152 23.118 23.715 7.00 30.00

The sum of squares is found at 150.133 in case of between the groups and 8149.700 in
case of within the group. The degree of freedom is found to be at 594. The mean is found
to be at 30.027 between the groups and within groups is found to be at 13.720. F value is
found to be at 2.189 and the value of significance is found to be at .054. The total value of
sum of squares is found at 8299.833 with 599 as the degree of freedom, table: 7.1 (b).

Table- 7.1 (b): ANNOVA Results For Situational Factors on the Basis of City

Sum of Squares df Mean Square F Sig.

Between Groups 150.133 5 30.027 2.189 .054
Within Groups 8149.700 594 13.720
Total 8299.833 599

The post hoc results in table: 7.1 (c) show the influence of situational factor based on
different areas i.e., the cities, highest significance is found in case of Jallandhar and
Ludhiana (1.00) as well as Jallandhar and Patiala with the mean difference of 0.120and
0.180 respectively. The least significance is found in case of Amritsar and Mohali (0.086)
with mean difference of 1.630.

305
 Table- 7.1 (c): Post Hoc Results for Situational Factors on the Basis of City

95% Confidence
Mean Interval
(I) (J) Std.
Difference Sig.
City City Error Lower Upper
(I-J)
Bound Bound
Chandigarh .700 .524 .878 -1.048 2.449
Jallandhar .990 .523 .613 -.759 2.739
Amritsar Ludhiana 1.110 .523 .482 -.639 2.859
Mohali 1.630 .523 .086 -.119 3.379
Patiala 1.170 .523 .418 -.579 2.919
Amritsar -.700 .523 .878 -2.449 1.049
Jallandhar .290 .523 .998 -1.459 2.039
Chandigarh Ludhiana .410 .523 .987 -1.339 2.159
Mohali .930 .523 .677 -.819 2.679
Patiala .470 .523 .977 -1.279 2.219
Amritsar -.990 .523 .613 -2.739 .759
Chandigarh -.290 .523 .998 -2.039 1.459
Jallandhar Ludhiana .120 .523 1.000 -1.629 1.869
Mohali .640 .523 .914 -1.109 2.389
Patiala .180 .523 1.000 -1.569 1.929
Amritsar -1.110 .523 .482 -2.859 .639
Chandigarh -.410 .523 .987 -2.159 1.339
Ludhiana Jallandhar -.120 .523 1.000 -1.869 1.629
Mohali .520 .523 .964 -1.229 2.269
Patiala .060 .523 1.000 -1.689 1.809
Amritsar -1.630 .523 .086 -3.379 .119
Chandigarh -.930 .523 .677 -2.679 .819
Mohali Jallandhar -.640 .523 .914 -2.389 1.109
Ludhiana -.520 .523 .964 -2.269 1.229
Patiala -.460 .523 .979 -2.209 1.289
Amritsar -1.170 .523 .418 -2.919 .579
Chandigarh -.470 .523 .977 -2.219 1.279
Patiala Jallandhar -.180 .523 1.000 -1.929 1.569
Ludhiana -.060 .523 1.000 -1.809 1.689
Mohali .460 .523 .979 -1.289 2.209
*. The mean difference is significant at the 0.05 level.

306
7.2 DESCRIPTIVE ANALYSIS OF REFERENCE GROUP ON THE BASIS OF
CITY:

The mean value of reference group in Amritsar is found to be at 29.980 and 3.776 as its
standard deviation whereas the least mean value is found in Patiala is found at 3.776 and
the standard deviation at 4.243. The total mean is found to be at 28.638 and the standard
deviation at 3.836, as shown in table: 7.2 (a).

Table- 7.2 (a): Descriptive Statistical Analysis of Reference Group on the

Basis of City

95%
Confidence
Std. Std. Interval for
City N Mean Mean Minimum Maximum
Deviation Error
Lower Upper
Bound Bound
Amritsar 100 29.980 3.776 .378 29.230 30.729 9.00 35.00
Chandigarh 100 29.070 4.323 .432 28.212 29.928 12.00 35.00
Jallandhar 100 28.520 3.346 .335 27.855 29.184 21.00 35.00
Ludhiana 100 28.640 3.160 .316 28.012 29.267 21.00 35.00
Mohali 100 27.550 3.649 .365 26.826 28.274 20.00 35.00
Patiala 100 28.070 4.243 .424 27.228 28.912 17.00 35.00
Total 600 28.638 3.836 .157 28.330 28.946 9.00 35.00

Table: 7.2 (b) shows the sum of squares between the groups is found in case of 350.788
and degree of freedom is taken at 5 and the mean square is found at 70.158. The sum of
squares within the groups is found at 8461.730 and 594 as the degree of freedom and
mean square is at 14.245. The total value of sum of squares is found at 8812.518 and 599
as its degree of freedom. The value of F is found at 4.925and no significance is found in
this case (0.00).

Table- 7.2 (b): ANNOVA Results for Reference Group on the Basis of City

Sum of Squares df Mean Square F Sig.

Between Groups 350.788 5 70.158 4.925 .000**
Within Groups 8461.730 594 14.245
Total 8812.518 599

307
The post hoc table:7.2 (c) shows the influence of reference group on the respondents
from different cities and the highest mean is found in case of Jallandhar and Ludhiana
(1.00) with the mean difference of -0.120 followed by Chandigarh and Ludhiana (0.986)
with the mean difference of 0.430. The least significance is found in case of Amritsar and
Mohali (0.001) with the mean difference of 2.430.

Table- 7.2 (c): Post Hoc Results for Reference Group on the Basis of City
95% Confidence
Mean
(I) (J) Std. Interval
Difference Sig.
City City Error Lower Upper
(I-J)
Bound Bound
Chandigarh .910 .534 .714 -.872 2.692
Jallandhar 1.460 .534 .189 -.322 3.242
Amritsar Ludhiana 1.340 .534 .279 -.442 3.122
Mohali 2.430* .534 .001 .648 4.212
Patiala 1.910* .534 .026 .128 3.692
Amritsar -.910 .534 .714 -2.692 .872
Jallandhar .550 .534 .957 -1.232 2.332
Chandigarh Ludhiana .430 .534 .986 -1.352 2.212
Mohali 1.520 .534 .152 -.262 3.302
Patiala 1.000 .534 .622 -.782 2.782
Amritsar -1.460 .534 .189 -3.242 .322
Chandigarh -.550 .534 .957 -2.332 1.232
Jallandhar Ludhiana -.120 .534 1.00 -1.902 1.662
Mohali .970 .534 .654 -.812 2.752
Patiala .450 .534 .982 -1.332 2.232
Amritsar -1.340 .534 .279 -3.122 .442
Chandigarh -.430 .534 .986 -2.212 1.352
Ludhiana Jallandhar .120 .534 1.000 -1.662 1.902
Mohali 1.090 .534 .526 -.692 2.872
Patiala .570 .534 .950 -1.212 2.352
Amritsar -2.430* .534 .001 -4.212 -.648
Chandigarh -1.520 .534 .152 -3.302 .262
Mohali Jallandhar -.970 .534 .654 -2.752 .812
Ludhiana -1.090 .534 .526 -2.872 .692
Patiala -.520 .534 .966 -2.302 1.262
Amritsar -1.910* .534 .026 -3.692 -.128
Chandigarh -1.000 .534 .622 -2.782 .782
Patiala Jallandhar -.450 .534 .982 -2.232 1.332
Ludhiana -.570 .534 .950 -2.352 1.212
Mohali .520 .534 .966 -1.262 2.302
*. The mean difference is significant at the 0.05 level.
a. Group = Reference

308
7.3 DESCRIPTIVE STATISTICAL ANALYSIS OF SOCIAL CLASS ON THE
BASIS OF CITY:

The social class of a consumer influences his/ her brand preference and their behaviour
towards the purchase of branded readymade garments, it is clearly stated in table: 7.3 (a).
It shows that the highest mean is found in case of Amrtisar (20.840) with a standard
deviation of 3.057 and the least significance is found in case of Mohali (18.870) with a
standard deviation of 3.958. The total mean is found at 19.910 with a standard deviation
of 3.596, as shown in table: 7.3 (a).

Table- 7.3 (a): Descriptive Statistical Analysis of Social Class on the Basis of City

95%
Confidence
Std. Std. Interval for
City N Mean Mean Minimum Maximum
Deviation Error
Lower Upper
Bound Bound
Amritsar 100 20.840 3.057 .306 20.233 21.447 8.00 25.00
Chandigarh 100 20.340 3.195 .319 19.706 20.974 11.00 25.00
Jallandhar 100 20.500 3.063 .306 19.892 21.108 10.00 25.00
Ludhiana 100 19.650 3.718 .372 18.912 20.388 8.00 25.00
Mohali 100 18.870 3.958 .396 18.084 19.656 10.00 25.00
Patiala 100 19.260 4.099 .409 18.447 20.073 8.00 25.00
Total 600 19.910 3.596 .147 19.622 20.198 8.00 25.00

The sum of squares between the groups is found to be at 296.960 with a degree of
freedom of 5 and 59.392 as the mean square. The value of sum of squares in case of
within groups is found to be at 7448.180 with the degree of freedom of 594 and mean
square at 12.539. The value of F is found at 4.737and no significance is found (0.00). The
total value of sum of squares is found at 7745.140 and 599 as the degree of freedom, as
shown in table: 7.3 (b).

Table- 7.3 (b): ANNOVA Results for Social class on the Basis of City

Sum of Squares df Mean Square F Sig.

Between Groups 296.960 5 59.392 4.737 .000**
Within Groups 7448.180 594 12.539
Total 7745.140 599

309
The post hoc table:7.3 (c) shows the significance of social factors on the consumer
purchase behaviour towards branded readymade garments and the highest significance is
found in case of Amrtisar and Jallandhar (1.00) with the mean difference at -.160 whereas
the least significance is found in case of Amrtisar and Mohali (0.009) with the mean
difference at 1.970

Table- 7.3 (c): Post Hoc Results for Social class on the Basis of City

Mean 95% Confidence Interval

(I) (J) Std.
Difference Sig. Lower
City City Error Upper Bound
(I-J) Bound
Chandigarh .500 .501 .963 -1.172 2.172
Jallandhar .340 .501 .993 -1.332 2.012
Amritsar Ludhiana 1.190 .501 .343 -.482 2.862
Mohali 1.970* .501 .009 .298 3.642
Patiala 1.580 .501 .078 -.092 3.252
Amritsar -.500 .501 .963 -2.172 1.172
Jallandhar -.160 .501 1.000 -1.832 1.512
Chandigarh Ludhiana .690 .501 .863 -.982 2.362
Mohali 1.470 .501 .127 -.202 3.142
Patiala 1.080 .501 .461 -.592 2.752
Amritsar -.340 .501 .993 -2.012 1.332
Chandigarh .160 .501 1.000 -1.512 1.832
Jallandhar Ludhiana .850 .501 .718 -.822 2.522
Mohali 1.630 .501 .062 -.042 3.302
Patiala 1.240 .501 .295 -.432 2.912
Amritsar -1.190 .501 .343 -2.862 .482
Chandigarh -.690 .501 .863 -2.362 .982
Ludhiana Jallandhar -.850 .501 .718 -2.5219 .822
Mohali .780 .501 .787 -.892 2.452
Patiala .390 .501 .988 -1.282 2.062
Amritsar -1.970* .501 .009 -3.642 -.298
Chandigarh -1.470 .501 .127 -3.142 .202
Mohali Jallandhar -1.630 .501 .062 -3.302 .042
Ludhiana -.780 .501 .787 -2.452 .892
Patiala -.390 .501 .988 -2.062 1.282
Amritsar -1.580 .501 .078 -3.252 .092
Chandigarh -1.080 .501 .461 -2.752 .592
Patiala Jallandhar -1.240 .501 .295 -2.912 .432
Ludhiana -.390 .501 .988 -2.062 1.282
Mohali .390 .501 .988 -1.282 2.062
*. The mean difference is significant at the 0.05 level.

310
7.4 DESCRIPTIVE STATISTICAL ANALYSIS OF CULTURE ON THE BASIS
OF CITY:

The influence of culture is found to be influencing the buying behaviour of the branded
readymade garments and the table: shows that the highest mean is found in case of
Amritsar (13.600) with the standard deviation of 3.499. The least mean is found in case of
Ludhiana (12.620) with a standard deviation of 3.168. The total mean for 600 respondents
is found to be at 13.158 with the standard deviation of 3.398, as shown in table: 7.4 (a).

Table- 7.4 (a): Descriptive Statistical Analysis of Culture on the Basis of City

95% Confidence
Interval for
Std. Std. Mean
City N Mean Minimum Maximum
Deviation Error
Lower Upper
Bound Bound
Amritsar 100 13.600 3.499 .349 12.906 14.294 4.00 20.00
Chandigarh 100 13.490 3.433 .343 12.809 14.171 6.00 20.00
Jallandhar 100 13.060 3.336 .333 12.398 13.722 6.00 20.00
Ludhiana 100 12.620 3.168 .317 11.991 13.249 6.00 20.00
Mohali 100 13.450 3.310 .331 12.793 14.107 7.00 20.00
Patiala 100 12.730 3.584 .358 12.019 13.441 6.00 20.00
Total 600 13.158 3.398 .139 12.886 13.431 4.00 20.00

Table: 7.4 (b) shows the value of sum of squares is found at 87.308, degree of freedom at
5 and the mean square at 17.462 in case of between the groups. In case of within the
groups, the sum of squares is found at 6830.650 with 594 as the degree of freedom and
mean square at 11.499. The value of total sum of squares is found at 6917.958 and the
degree of freedom is found at 599. It is also found that the value of F is at 1.518 and the
value of significance at .182.

Table- 7.4 (b): ANNOVA Results for Culture on the Basis of City

Sum of Squares df Mean Square F Sig.

Between Groups 87.308 5 17.462 1.518 .182
Within Groups 6830.650 594 11.499
Total 6917.958 599

The post hoc table:7.4 (c) shows the influence of cultural factors on the consumer buying
behaviour towards branded readymade garments in every city and the highest significance

311
is found in case of Chandigarh and Amritsar as well as in case of Amritsar and Mohali
and Chandigarh and Mohali (1.00) with the mean difference at 0.110, 0.980 and 0.040
respectively. The least significance is found in case of Amritsar and Ludhiana (0.525)
with the mean difference of 0.980.

Table- 7.4 (c): Post Hoc Results for Culture on the Basis of City

95% Confidence
Mean Interval
(I) (J) Std.
Difference Sig.
City City Error Lower Upper
(I-J)
Bound Bound
Chandigarh .110 .479 1.00 -1.491 1.711
Jallandhar .540 .479 .938 -1.061 2.141
Amritsar Ludhiana .980 .479 .525 -.621 2.581
Mohali .150 .479 1.00 -1.451 1.751
Patiala .870 .479 .655 -.731 2.471
Amritsar -.110 .479 1.00 -1.711 1.491
Jallandhar .430 .479 .977 -1.171 2.031
Chandigar
Ludhiana .870 .479 .655 -.731 2.471
h
Mohali .040 .479 1.00 -1.561 1.641
Patiala .760 .479 .775 -.841 2.361
Amritsar -.540 .479 .938 -2.141 1.061
Chandigarh -.430 .479 .977 -2.031 1.171
Jallandhar Ludhiana .440 .479 .974 -1.161 2.041
Mohali -.390 .479 .985 -1.991 1.211
Patiala .330 .479 .993 -1.271 1.931
Amritsar -.980 .479 .525 -2.581 .621
Chandigarh -.87000 .479 .655 -2.471 .731
Ludhiana Jallandhar -.440 .479 .974 -2.041 1.161
Mohali -.830 .479 .701 -2.431 .771
Patiala -.110 .479 1.00 -1.71 1.491
Amritsar -.150 .479 1.00 -1.751 1.451
Chandigarh -.040 .479 1.00 -1.641 1.561
Mohali Jallandhar .390 .479 .985 -1.211 1.991
Ludhiana .830 .479 .701 -.771 2.431
Patiala .720 .479 .813 -.881 2.321
Amritsar -.870 .479 .655 -2.471 .731
Chandigarh -.760 .479 .775 -2.361 .841
Patiala Jallandhar -.330 .479 .993 -1.931 1.271
Ludhiana .110 .479 1.00 -1.491 1.711
Mohali -.720 .479 .813 -2.321 .881
* The Mean Difference is Significant at the 0.05 Level.

312
7.5 DESCRIPTIVE STATISTICAL ANALYSIS OF PRODUCT FEATURES AND
QUALITY ON THE BASIS OF CITY:

As far as the product features like the price, quality and other features like after sales
services are concerned, the relation of this factor is studied on the buying behaviour of the
consumer towards branded readymade garments. Table: 7.5 (a) shows that the highest
mean is found in case of Amritsar (19.900) with a standard deviation (2.776) and the least
mean is found in case of Ludhiana (18.600), with the standard deviation of 2.632. The
total mean for 600 respondents is found as 19.203 with standard deviation 3.049.

Table- 7.5 (a): Descriptive Statistical Analysis of Product Features and Quality on
the Basis of City

95% Confidence
Interval for
Std. Std. Mean
City N Mean Minimum Maximum
Deviation Error
Lower Upper
Bound Bound
Amritsar 100 19.900 2.776 .278 19.349 20.451 9.00 25.00
Chandigarh 100 19.710 3.409 .341 19.034 20.386 9.00 25.00
Jallandhar 100 19.190 2.729 .273 18.648 19.731 10.00 25.00
Ludhiana 100 18.600 2.632 .263 18.078 19.122 12.00 24.00
Mohali 100 18.280 3.235 .323 17.638 18.922 9.00 25.00
Patiala 100 19.540 3.160 .316 18.913 20.167 11.00 25.00
Total 600 19.203 3.049 .124 18.959 19.448 9.00 25.00

The value of sum of squares between the groups is found at 207.213 with 5 as the degree
of freedom and 41.443 as the mean square. The value of sum F squares is found at 4.591
and the sum of squares is found at 5361.980 within the groups and 594 is the degree of
freedom with 9.027 as the mean square. The value of total sum of squares is found at
5569.193 and 599 as the degree of freedom, as shown in table: 7.5 (b).

Table- 7.5 (b): ANNOVA Results for Product Features and Quality on the Basis of City

Sum of Squares df Mean Square F Sig.

Between Groups 207.213 5 41.443 4.591 .000**

Within Groups 5361.980 594 9.027

Total 5569.193 599

313
The post hoc table: 7.5 (c) shows the influence of product quality and features on the
consumer buying behaviour towards branded readymade garments in each city and the
highest influence is found in case of Chandigarh and Amritsar as well as in the case of
Chandigarh and Patiala (0.999) with the mean difference of 0.190 and 0.170 respectively
whereas least in case of Mohali and Amritsar (0.013) with the mean difference at 1.620.

Table- 7.5 (c): Post Hoc Results for Product Features and Quality on the Basis of City

95% Confidence
Mean Interval
(I) (J) Std.
Difference Sig.
City City Error Lower Upper
(I-J)
Bound Bound
Chandigarh .190 .425 .999 -1.228 1.608
Jallandhar .710 .425 .732 -.708 2.128
Amritsar Ludhiana 1.300 .425 .097 -.118 2.718
Mohali 1.620* .425 .013 .201 3.038
Patiala .360 .425 .982 -1.058 1.778
Amritsar -.190 .425 .999 -1.608 1.228
Jallandhar .520 .425 .913 -.898 1.938
Chandigarh Ludhiana 1.110 .425 .236 -.308 2.528
Mohali 1.430* .425 .047 .011 2.848
Patiala .170 .425 .999 -1.248 1.588
Amritsar -.710 .425 .732 -2.128 .708
Chandigarh -.520 .425 .913 -1.938 .898
Jallandhar Ludhiana .590 .425 .859 -.828 2.008
Mohali .910 .425 .469 -.508 2.328
Patiala -.350 .425 .984 -1.768 1.068
Amritsar -1.300 .425 .097 -2.718 .118
Chandigarh -1.110 .425 .236 -2.528 .308
Ludhiana Jallandhar -.590 .425 .859 -2.008 .828
Mohali .320 .425 .989 -1.098 1.738
Patiala -.940 .425 .430 -2.358 .478
Amritsar -1.620* .425 .013 -3.038 -.201
Chandigarh -1.430* .425 .047 -2.848 -.011
Mohali Jallandhar -.910 .425 .469 -2.328 .508
Ludhiana -.320 .425 .989 -1.738 1.098
Patiala -1.260 .425 .119 -2.678 .158
Amritsar -.360 .425 .982 -1.778 1.058
Chandigarh -.170 .425 .999 -1.588 1.248
Patiala Jallandhar .350 .425 .984 -1.068 1.768
Ludhiana .940 .425 .430 -.478 2.358
Mohali 1.260 .425 .119 -.158 2.678
*. The mean difference is significant at the 0.05 level.

314
7.6 DESCRIPTIVE STATISTICAL ANALYSIS OF LIFESTYLE ON THE BASIS
OF CITY:

The lifestyle of the consumer effects the consumer buying behaviour and it is clearly
shown in table: 7.6 (a), which states that the least mean is found in case of Jallandhar
(12.500) with standard deviation of 1.629. The highest significance is found in case of
Ludhiana and Patiala (12.870) with a standard deviation of 1.323 and 1.353. The total
mean is found at 12.678 with standard deviation of 1.517.

Table- 7.6 (a): Descriptive Statistical Analysis of Lifestyle on the Basis of City

95% Confidence
Interval for
Std. Std. Mean
City N Mean Minimum Maximum
Deviation Error
Lower Upper
Bound Bound
Amritsar 100 12.630 1.835 .183 12.266 12.994 4.00 15.00
Chandigarh 100 12.580 1.640 .164 12.254 12.905 7.00 15.00
Jallandhar 100 12.500 1.629 .163 12.177 12.823 5.00 15.00
Ludhiana 100 12.870 1.323 .132 12.607 13.132 10.00 15.00
Mohali 100 12.620 1.229 .123 12.376 12.864 9.00 15.00
Patiala 100 12.870 1.353 .135 12.601 13.138 9.00 15.00
Total 600 12.678 1.517 .062 12.557 12.800 4.00 15.00

The value of sum of squares between groups is found at 12.068 with degree of freedom at
5 and the mean difference is found at 2.414. The value of sum of squares within groups is
found at 1366.850, degree of freedom is at 594 and mean square is at 2.301. The total of
sum of squares is found at 1378.918 with the degree of freedom at 599. F value is found
at 1.049 and the value of significance at .388, as shown in table: 7.6 (b).

Table- 7.6 (b): ANNOVA Results for Lifestyle on the Basis of City

Sum of Squares df Mean Square F Sig.

Between Groups 12.068 5 2.414 1.049 .388
Within Groups 1366.850 594 2.301
Total 1378.918 599

The table:7.6(c) shows that influence of lifestyle on consumer buying behaviour in

various cities and the highest significance is found in case of respondents from Amrtisar

315
and Chandigarh as well as in case of Amrtisar and Mohali (1.00) with the mean difference
at .050 and .010 respectively and standard error at 0.214. The least significance is found
in case of respondents from Jallandhar and Ludhiana (.704) with mean difference at -.370
and standard error at 0.214.

Table- 7.6 (c): Post Hoc Results for Lifestyle on the Basis of City

Mean 95% Confidence Interval

(I) (J) Std.
Difference Sig. Lower Upper
City City Error
(I-J) Bound Bound
Chandigarh .050 .214 1.00 -.666 .766
Jallandhar .130 .214 .996 -.586 .846
Amritsar Ludhiana -.240 .214 .940 -.956 .476
Mohali .010 .214 1.00 -.706 .726
Patiala -.240 .214 .940 -.956 .476
Amritsar -.050 .214 1.00 -.766 .666
Jallandhar .080 .214 1.00 -.636 .796
Chandigarh Ludhiana -.290 .214 .872 -1.00 .426
Mohali -.040 .214 1.00 -.756 .676
Patiala -.290 .214 .872 -1.006 .426
Amritsar -.130 .214 .996 -.846 .586
Chandigarh -.080 .214 1.00 -.796 .636
Jallandhar Ludhiana -.370 .214 .704 -1.086 .346
Mohali -.120 .214 .997 -.836 .596
Patiala -.370 .214 .704 -1.086 .346
Amritsar .240 .214 .940 -.476 .956
Chandigarh .290 .214 .872 -.426 1.006
Ludhiana Jallandhar .370 .214 .704 -.346 1.086
Mohali .250 .214 .929 -.466 .966
Patiala .000 .214 1.00 -.716 .716
Amritsar -.010 .214 1.00 -.726 .706
Chandigarh .040 .214 1.00 -.676 .756
Mohali Jallandhar .120 .214 .997 -.596 .836
Ludhiana -.250 .214 .929 -.966 .466
Patiala -.250 .214 .929 -.966 .466
Amritsar .240 .214 .940 -.476 .956
Chandigarh .290 .214 .872 -.426 1.006
Patiala Jallandhar .370 .214 .704 -.346 1.086
Ludhiana .000 .214 1.000 -.716 .716
Mohali .250 .214 .929 -.466 .966
* The Mean Difference is Significant at the 0.05 Level.

316
7.7 DESCRIPTIVE STATISTICAL ANALYSIS OF SITUATIONAL FACTOR
ON THE BASIS OF AGE:

The highest influence of extrinsic factors is found to be in case of the consumers of 18-25
years of age (23.638) i.e. 177 respondents in this category with the standard deviation of
3.733 whereas, the least significance is found to be in case of 56 respondents of more than
50 years of age (22.554) with a standard deviation of 3.410 . The total mean of 23.417 is
there and the standard deviation of 3.722 in the total sample of 600 respondents, as shown
in table: 7.7 (a).

Table- 7.7 (a): Descriptive Statistical Analysis of Situational Factors on the Basis of
Age

95% Confidence
Age of Interval for
Std. Std. Mean
consumers N Mean Minimum Maximum
Deviation Error
(in years) Lower Upper
Bound Bound
18-25 177 23.638 3.733 .281 23.084 24.192 9.00 30.00
26-35 239 23.356 3.754 .243 22.877 23.834 9.00 30.00
36-50 128 23.602 3.761 .332 22.944 24.259 7.00 30.00
>50 56 22.554 3.410 .456 21.640 23.467 13.00 30.00
Total 600 23.417 3.722 .152 23.118 23.715 7.00 30.00

Table: 7.7 (b) shows the sum of squares between the groups is found to be at 55.686 with
a mean square of 18.562 whereas it is found to be at 8244.148 in case of within the group
and the mean square of 13.832. The degree of freedom is found to be at 596. The value of
F is found at 1.342 and the significance value of .260. The value of total sum of squares is
found at 8299.833 and the degree of freedom at 599 is there.

Table- 7.7 (b): ANNOVA Results for Situational Factors on the Basis of Age

Sum of Squares df Mean Square F Sig.

Between Groups 55.686 3 18.562 1.342 .260
Within Groups 8244.148 596 13.832
Total 8299.833 599

317
The post hoc table:7.7 (c) shows that the highest significance is found in case of
respondents in the age group of 18-25 years and 36-50 years as well as in the case of 26-
35 years and 18-25 years (1.000) with mean difference of .0369 and -.036 respectively.
The least significance is found in case of respondents of more than 50 years of age and
the respondents in the age group of 18-25 years.

Table- 7.7 (c): Post Hoc Results for Situational Factors on the Basis of Age

(I) (J) Mean 95% Confidence Interval

Std.
Age Age Difference Sig. Lower Upper
Error
(in years) (in years) (I-J) Bound Bound
26-35 .283 .369 .899 -.751 1.316
18-25 36-50 .0369 .431 1.000 -1.173 1.247
>50 1.084 .570 .307 -.513 2.684
18-25 -.283 .369 .899 -1.317 .751
26-35 36-50 -.246 .407 .947 -1.388 .896
>50 .802 .552 .550 -.746 2.350
18-25 -.036 .431 1.000 -1.247 1.173
36-50 26-35 .246 .407 .947 -.8961 1.388
>50 1.048 .596 .378 -.623 2.718
18-25 -1.085 .570 .307 -2.683 .514

>50 26-35 -.802 .552 .550 -2.350 .746

36-50 -1.048 .596 .378 -2.719 .623

*. The mean difference is significant at the 0.05 level.

7.8 DESCRIPTIVE ANALYSIS OF REFERENCE GROUP ON THE BASIS OF

AGE:

The influence of reference group on the consumer behaviour towards branded readymade
garments is studied and the highest influence is found in case of respondents in the age
group of 36-50 years with the standard deviation of 3.429 and standard error at 0.303. The
least influence is found in case of respondents in the age group of more than 50 years
(27.375) with the standard deviation of 4.657 with standard error at 0.622, as shown in
table: 7.8 (a).

318
 Table- 7.8 (a): Descriptive Statistical Analysis of Reference Group on the Basis of
Age

95%
Confidence
Age of Interval for
Std. Std.
consumers N Mean Mean Minimum Maximum
Deviation Error
(in years)
Lower Upper
Bound Bound

18-25 177 28.627 4.009 .301 28.032 29.222 9.00 35.00

26-35 239 28.695 3.654 .236 28.229 29.160 20.00 35.00

36-50 128 29.102 3.429 .303 28.502 29.701 20.00 35.00

>50 56 27.375 4.657 .622 26.128 28.622 12.00 35.00

Total 600 28.638 3.836 .156 28.331 28.946 9.00 35.00

As shown in table: 7.8 (b) the value of F is found at 2.687 and 0.046 as the values of
significance. The value of sum of squares between the groups is found at 117.621 with 3
as the degree of freedom and 39.207 as the mean square. The value of sum of squares
within the groups is found at 8694.897 with 596 as the degree of freedom and 14.589 as
the mean square.

Table- 7.8 (b): ANNOVA Results for Reference Group on the Basis of Age

Sum of Squares df Mean Square F Sig.

Between Groups 117.621 3 39.207 2.687 .046*

Within Groups 8694.897 596 14.589

Total 8812.518 599

The post hoc table: 7.8 (c) shows that the respondents in the age group of 18-25 years
and 26-35 years have the highest significance (0.999) with the mean difference at -.067
and standard error at 0.379 whereas the least significance is found in case of respondents
of more than 50 years and 26-35 years (0.145) with the mean difference at 1.319 with
mean difference at 1.319 and 0.567 as standard error.

319
 Table- 7.8 (c): Post Hoc Results for Reference Group on the Basis of Age

(I) (J) 95% Confidence Interval

Mean Difference Std.
Age Age Sig. Lower Upper
(I-J) Error
(in years) (in years) Bound Bound
26-35 -.067 .379 .999 -1.129 .994
18-25 36-50 -.474 .443 .766 -1.717 .768
>50 1.252 .586 .207 -.389 2.894
18-25 .067 .379 .999 -.994 1.129
26-35 36-50 -.407 .418 .814 -1.579 .766
>50 1.319 .567 .145 -.270 2.909
18-25 .474 .443 .766 -.768 1.717
36-50 26-35 .407 .418 .814 -.766 1.579
>50 1.726* .612 .048 .011 3.442
18-25 -1.252 .586 .207 -2.894 .389
>50 26-35 -1.319 .567 .145 -2.909 .270
*
36-50 -1.726 .612 .048 -3.442 -.011
*. The mean difference is significant at the 0.05 level.

7.9 DESCRIPTIVE STATISTICAL ANALYSIS OF SOCIAL CLASS ON THE

BASIS OF AGE:

The value of mean is found to be highest in case of 177 respondents within the age group
of 18-25 years of age (20.006) with a standard deviation of 3.402. The least significance
is found in case of the respondents in the age group of 56 respondents of more than 50 years of
age (19.464) with the standard deviation of 3.717. The total value of mean of 600
respondents is found at 19.910 and 3.596 as the standard deviation, as shown in table: 7.9 (a).

Table- 7.9 (a): Descriptive Statistical Analysis of Social Class on the Basis of Age

95% Confidence
Age of Interval for
Std. Std. Mean
consumers N Mean Minimum Maximum
Deviation Error
(in years) Lower Upper
Bound Bound
18-25 177 20.006 3.402 .256 19.501 20.510 8.00 25.00
26-35 239 19.946 3.532 .228 19.495 20.396 8.00 25.00
36-50 128 19.906 3.933 .348 19.218 20.594 8.00 25.00
>50 56 19.464 3.717 .496 18.469 20.459 8.00 25.00
Total 600 19.910 3.596 .147 19.622 20.198 8.00 25.00

320
Table: 7.9 (b) shows the value of sum of squares between the groups is found at 13.049,
3 as the degree of freedom and 4.350 as the mean square. The value of sum of square is
found at 7732.091 in case of within the group and 596 as the degree of freedom and
12.973 as the mean square. F value is found at .335 and .800 as the value of
significance. The value of total sum of squares is found at 7745.140 and 599 as the
degree of freedom.

Table- 7.9 (b): ANNOVA Results for Social Class on the Basis of Age

Sum of Squares df Mean Square F Sig.

Between Groups 13.049 3 4.350 .335 .800
Within Groups 7732.091 596 12.973
Total 7745.140 599

The post hoc table: 7.9 (c) shows the influence of social factors on the age group of the
consumers towards branded readymade garments and the least significance is found in
case of respondents in the age group of 18-25 years and more than 50 years (.811) with
the mean difference at .541 and the highest significance is found in case of respondents
in the age group of 26-35 years and 36-50 years (1.00) with the mean difference at .039.

Table- 7.9 (c): Post Hoc Results for Social Class on the Basis of Age

(I) (J) Mean 95% Confidence Interval

Std.
Age Age Difference Sig. Lower Upper
Error
(in years) (in years) (I-J) Bound Bound
26-35 .060 .357 .999 -.941 1.061
18-25 36-50 .099 .418 .996 -1.072 1.271
>50 .541 .552 .811 -1.007 2.089
18-25 -.060 .357 .999 -1.061 .941
26-35 36-50 .039 .394 1.000 -1.067 1.145
>50 .481 .535 .847 -1.018 1.980
18-25 -.099 .418 .996 -1.271 1.072
36-50 26-35 -.039 .394 1.000 -1.145 1.067
>50 .442 .577 .899 -1.176 2.059
18-25 -.541 .552 .811 -2.089 1.007
>50 26-35 -.481 .535 .847 -1.980 1.018
36-50 -.442 .577 .899 -2.059 1.176
* The Mean Difference is Significant at the 0.05 Level.

321
7.10 DESCRIPTIVE STATISTICAL ANALYSIS OF CULTURE ON THE BASIS
OF AGE:

Table: 7.10 (a) shows that the least mean is found in case of 56 respondents in the age
group of more than 50 years of age (12.286) with the standard deviation of 3.206. The
highest mean is found in case of 128 respondents in the age group 36-50 years (13.500)
with standard deviation of 3.372. The total mean is found at 13.158 with the standard
deviation 3.398.

Table- 7.10 (a): Descriptive Statistical Analysis of Culture on the Basis of Age

95%
Confidence
Age of Interval for
Std. Std.
consumers N Mean Mean Minimum Maximum
Deviation Error
(in years)
Lower Upper
Bound Bound
18-25 177 13.062 3.344 .251 12.566 13.558 4.00 20.00
26-35 239 13.251 3.478 .225 12.808 13.694 6.00 20.00
36-50 128 13.500 3.372 .298 12.910 14.089 6.00 20.00
>50 56 12.286 3.206 .428 11.427 13.144 6.00 20.00
Total 600 13.158 3.398 .139 12.886 13.431 4.00 20.00

Table: 7.10 (b) shows the value of sum of squares at 61.276, degree of freedom at 3 and
the mean value at 20.425 in case of between groups. The value of sum of squares is found
at 6856.682, degree of freedom at 596 and mean square value at 11.505 in case of within
the groups. The value of total sum of squares is found at 6917.958 and the degree of
freedom at 599. F value is found at 1.775 and the value of significance at .151.

Table- 7.10 (b): ANNOVA Results for Culture on the Basis of Age

Sum of Squares df Mean Square F Sig.

Between Groups 61.276 3 20.425 1.775 .151
Within Groups 6856.682 596 11.505
Total 6917.958 599

322
The post hoc table: 7.10 (c) shows the influence of culture on the age group of the
consumers and shows that the highest significance is found in case of respondents in the
age group of 18-25 years and 26-35 years (0.957) with the mean difference at -.189 and
the least influence is found in case of respondents in the age group of 36-50 years and
more than 50 years (0.174) with the mean difference at 1.214.

Table- 7.10 (c): Post Hoc Results for Culture on the Basis of Age

(I) (J) Mean 95% Confidence Interval

Age Age Difference Std. Error Sig.
(I-J) Lower Bound Upper Bound
(in years) (in years)
26-35 -.189 .336 .957 -1.132 .754
18-25 36-50 -.438 .393 .744 -1.541 .665
>50 .776 .520 .527 -.681 2.234
18-25 .189 .336 .957 -.754 1.132
26-35 36-50 -.249 .371 .930 -1.290 .793
>50 .965 .503 .300 -.446 2.377
18-25 .438 .393 .744 -.665 1.541
36-50 26-35 .249 .371 .930 -.792 1.290
>50 1.214 .543 .174 -.309 2.738
18-25 -.776 .520 .527 -2.234 .681

>50 26-35 -.965 .503 .300 -2.377 .446

36-50 -1.214 .543 .174 -2.738 .309

* The Mean Difference is Significant at the 0.05 Level.

7.11 DESCRIPTIVE STATISTICAL ANALYSIS OF PRODUCT FEATURES AND

QUALITY ON THE BASIS OF AGE:

Table: 7.11 (a) shows that the least significance is found in case of 56 respondents who
are more than 50 years of age (18.411) with the standard deviation of 3.097 whereas the
highest significance is found in case of 128 respondents in the age group of 36-50 years
(19.469) with the standard deviation of 3.139. The total mean is found to be at 19.203
with the standard deviation at 3.049. This clearly states that the consumers of between the
age of 36-50 years of age are more influenced by the quality and features of the product
as compared to the respondents of other age groups.

323
Table- 7.11 (a): Descriptive Statistical Analysis of Product Features and Quality on
the Basis of Age

95%
Confidence
Age of Interval for
Std. Std.
consumers N Mean Mean Minimum Maximum
Deviation Error
(in years)
Lower Upper
Bound Bound
18-25 177 19.192 3.131 .235 18.728 19.657 9.00 25.00
26-35 239 19.255 2.913 .188 18.884 19.626 10.00 25.00
36-50 128 19.469 3.139 .277 18.919 20.018 10.00 25.00
>50 56 18.411 3.097 .414 17.581 19.240 9.00 25.00
Total 600 19.203 3.049 .124 18.959 19.448 9.00 25.00

The value of sum of squares between the groups is found at 44.865 with 3 as the degree
of freedom and 14.955 as the mean square whereas the value of sum of squares within the
groups is found at 5524.328 with 596 as the degree of freedom and 9.269 as the mean
square. The value of total sum of squares is found at 5569.193 and degree of freedom is
found at 599. The value of F is found at 1.613 and significance level is found at 0.185. As
shown in table:

Table- 7.11 (b): ANNOVA Results for Product Features and Quality on the Basis of Age

Sum of Squares df Mean Square F Sig.

Between Groups 44.865 3 14.955 1.613 .185
Within Groups 5524.328 596 9.269
Total 5569.193 599

The post hoc table: 7.11 (c) shows the influence of product quality and features on the
consumer buying behaviour towards branded readymade garments and the highest
influence is found in case of respondents in the age group of 26-35 years and 18-25 years
(.998) with the standard error at 0.302 and the mean difference at -.063 and the least
significance is found in case of respondents in the age group of 36-50 years and more
than 50 years (0.196).

324
 Table- 7.11 (c): Post Hoc Results for Product Features and Quality on the Basis of Age

(I) (J) Mean 95% Confidence Interval

Std.
Age Age Difference Sig. Lower Upper
Error
(in years) (in years) (I-J) Bound Bound
26-35 -.063 .302 .998 -.909 .783
18-25 36-50 -.277 .353 .893 -1.267 .714
>50 .781 .467 .424 -.527 2.09
18-25 .063 .302 .998 -.783 .909
26-35 36-50 -.213 .333 .938 -1.148 .721
>50 .844 .452 .323 -.423 2.112
18-25 .277 .353 .893 -.714 1.267
36-50 26-35 .213 .333 .938 -.7213 1.148
>50 1.058 .488 .196 -.309 2.425
18-25 -.781 .467 .424 -2.090 .527
>50 26-35 -.844 .452 .323 -2.112 .423
36-50 -1.058 .488 .196 -2.425 .309
* The Mean Difference is Significant at the 0.05 Level.

7.12 DESCRIPTIVE STATISTICAL ANALYSIS OF LIFESTYLE ON THE BASIS

OF AGE:

The age group of consumer has influence on the consumer buying behaviour and as
shown in table: 7.12 (a), the highest influence is found in case of 128 respondents in the
age group of 36-50 years (12.836) with standard deviation of 1.321. The least influence is
found in case of 56 respondents in of more than 50 years of age (12.304) with the standard
deviation of 1.488. The total mean is found at 12.678 with standard deviation at 1.517.

Table- 7.12 (a): Descriptive Statistical Analysis of Lifestyle on the Basis of Age

95% Confidence
Age of Interval for
Std. Std. Mean
consumers N Mean Minimum Maximum
Deviation Error
(in years) Lower Upper
Bound Bound
18-25 177 12.763 1.489 .112 12.542 12.983 4.00 15.00
26-35 239 12.619 1.630 .105 12.411 12.827 5.00 15.00
36-50 128 12.836 1.321 .117 12.605 13.067 9.00 15.00
>50 56 12.304 1.488 .199 11.905 12.702 7.00 15.00
Total 600 12.678 1.517 .062 12.557 12.800 4.00 15.00

325
The table: 7.12 (b) shows that the sum of squares between the groups is at 13.139, degree
of freedom at 3 and the mean square at 4.380. The value of sum of squares within the
groups is found at 1365.779 with degree of freedom at 596 and mean square at 2.292. The
total sum of squares is at 1378.918 with 599 as the degree of freedom. F value is found at
1.911 and the value of significance is at .127.

Table- 7.12 (b): ANNOVA Results for Lifestyle on the Basis of Age

Sum of Squares df Mean Square F Sig.

Between Groups 13.139 3 4.380 1.911 .127
Within Groups 1365.779 596 2.292
Total 1378.918 599

The post hoc table:7.12 (c) shows the influence of lifestyle on the consumer buying
behaviour with regard to the lifestyle in the purchase of branded readymade garments and
the highest influence is found in case of respondents in the age group of 18-25 years and
36-50 years (.982) with the mean difference of -.073 and the standard error at .176 and
the least significance is found in case of respondents in the age group of 36-50 years and
more than 50 years of age (.187) with the mean difference at .532 and standard error at .242.

Table- 7.12 (c): Post Hoc Results for Lifestyle on the Basis of Age

(I) (J) Mean 95% Confidence Interval

Std.
Age (in Age (in Difference Sig.
Error Lower Bound Upper Bound
years) years) (I-J)
26-35 .143 .150 .822 -.277 .564
18-25 36-50 -.073 .176 .982 -.566 .419
>50 .459 .232 .272 -.191 1.109
18-25 -.143 .150 .822 -.564 .277
26-35 36-50 -.217 .166 .635 -.681 .248
>50 .316 .225 .578 -.314 .946
18-25 .073 .176 .982 -.419 .566
36-50 26-35 .217 .166 .635 -.248 .681
>50 .532 .242 .187 -.148 1.212
18-25 -.459 .232 .272 -1.109 .191
>50 26-35 -.316 .225 .578 -.946 .314
36-50 -.532 .242 .187 -1.212 .148
* The Mean Difference is Significant at the 0.05 Level.

326
7.13 DESCRIPTIVE ANALYSIS OF SITUATIONAL FACTORS ON THE BASIS
OF EDUCATION:

The highest influence of extrinsic factors is found in case of 38 consumers having the
education level of upto intermediation (24.237) with a standard deviation (3.079) and the
least influence is found in case of the consumers with the education level of professionals
(23.107) with a standard deviation of 3.974 as collected from 112 respondents. The total
influence of extrinsic factors is found to be at 23.417 with a standard deviation of 3.722
as collected from a sample of 600 respondents, as per table: 7.13 (a).

Table- 7.13 (a): Descriptive Statistical Analysis of Situational Factors on the Basis of
Education

95% Confidence
Interval for
Educational Std. Std. Mean
N Mean Minimum Maximum
level Deviation Error
Lower Upper
Bound Bound

Upto
38 24.237 3.079 .499 23.225 25.249 16.00 30.00
intermediation

Under
graduation 145 23.372 3.644 .302 22.774 23.970 11.00 30.00
level

Post
graduation or 305 23.449 3.738 .214 23.028 23.870 7.00 30.00
above

Professional 112 23.107 3.974 .375 22.363 23.851 9.00 30.00

Total 600 23.417 3.722 .152 23.118 23.715 7.00 30.00

The sum of squares between the groups is found to be at 36.899 and 12.300 as its mean
square value and the value of sum of squares is found at 8262.935 in case of within the
groups and the mean squares at 13.864. The degree of freedom at 596 is there and F value
is found at .887 and the value of significance at .447. The total value of sum of squares is
found at 8299.833, as per table: 7.13 (b).

327
Table- 7.13 (b): ANNOVA Results for Situational Factors on the Basis of Education

Sum of Squares df Mean Square F Sig.

Between Groups 36.899 3 12.300 .887 .447
Within Groups 8262.935 596 13.864
Total 8299.833 599

As shown in table: 7.13 (c) the influence of situational factor on the educational level of
the consumers, the highest significance is found in case of respondents having education
level of under graduation or above and post graduation or above (0.998) with mean difference
of -0.077 and the least significance is found in case of respondents who have education
level upto intermediation and professionals (0.456) with mean difference at 1.129.

Table- 7.13 (c): Post Hoc Results for Situational Factors on the Basis of Education

95% Confidence
Mean
(I) (J) Std. Interval
Difference Sig.
Education Education Error Lower Upper
(I-J)
Bound Bound
Under
.864 .678 .654 -1.038 2.767
graduation level
Upto
Post graduation
intermediation .787 .640 .680 -1.008 2.583
or above
Professional 1.129 .699 .456 -.830 3.089
Upto
-.864 .678 .654 -2.767 1.038
intermediation
Under
Post graduation
graduation level -.077 .375 .998 -1.129 .976
or above
Professional .265 .468 .956 -1.048 1.578
Upto
-.787 .640 .680 -2.583 1.008
intermediation
Post graduation
Under
or above .076 .375 .998 -.976 1.129
graduation level
Professional .342 .411 .875 -.811 1.495
Upto
-1.129 .699 .456 -3.089 .830
intermediation
Under
Professional -.265 .468 .956 -1.578 1.048
graduation level
Post graduation
-.342 .411 .875 -1.495 .811
or above
* The Mean Difference is Significant at the 0.05 Level.

328
7.14 DESCRIPTIVE ANALYSIS OF REFERENCE GROUP ON THE BASIS OF
EDUCATION:

The table: 7.14 (a) shows the mean value of reference groups is found that the 38
respondents having the educational level upto intermediation have mean at 29.184 and the
standard deviation of 3.463, which is found to be higher as compared to the least in case
of 145 respondents having education level of under graduation wherein the mean value is
found at 28.386 and 3.944 as the standard deviation. The total value of mean is found to
be at 28.638 and standard deviation of 3.836 in case of the total sample of 600
respondents.

Table- 7.14 (a): Descriptive Statistical Analysis of Reference Group on the Basis of
Education

95% Confidence
Interval for
Educational Std. Std. Mean
N Mean Minimum Maximum
level Deviation Error
Lower Upper
Bound Bound
Upto
38 29.184 3.463 .562 28.046 30.322 23.00 35.00
intermediation
Under
graduation 145 28.386 3.944 .328 27.739 29.034 9.00 35.00
level
Post
graduation or 305 28.718 3.750 .215 28.295 29.141 17.00 35.00
above
Professional 112 28.562 4.059 .384 27.802 29.323 12.00 35.00
Total 600 28.638 3.836 .156 28.331 28.946 9.00 35.00

The value of sum of squares between the groups is found to be at 23.122 and 7.707 as the
mean square with 3 as the degree of freedom. The value of sum of squares within the
groups is found at 8789.396 and 14.747 as the mean square value with 596 as the degree of
freedom. The value of significance is found at .667 and F value at .523. The total sum of
squares is found at 8812.518 with 599 as the degree of freedom, as per table: 7.14 (b).

Table- 7.14 (b): ANNOVA Results for Reference Group on the Basis of Education

Sum of Squares df Mean Square F Sig.

Between Groups 23.122 3 7.707 .523 .667
Within Groups 8789.396 596 14.747
Total 8812.518 599

329
The post hoc result in table: 7.14 (c) stating the educational level of the consumers and
the influence of reference group on the consumer buying behaviour towards branded
readymade garments and the highest significance is found in case of respondents who are
professionals and respondents having educational level of under graduation or above
(0.988) with a mean difference of -.176 whereas the least significance is found in case of
respondents with educational level of under graduation and upto intermediation (0.729)
with the mean difference at .798.

Table- 7.14 (c): Post Hoc Results for Reference Group on the Basis of Education

95% Confidence
Mean Interval
(I) (J) Std.
Difference Sig.
Education Education Error Lower Upper
(I-J)
Bound Bound
Under
.798 .699 .729 -1.164 2.760
graduation level
Upto
Post graduation
intermediation .466 .661 .919 -1.386 2.318
or above
Professional .622 .721 .863 -1.399 2.643
Upto
-.798 .699 .729 -2.760 1.164
intermediation
Under
Post graduation
graduation level -.332 .387 .865 -1.418 .754
or above
Professional -.176 .483 .988 -1.531 1.178
Upto
-.466 .661 .919 -2.318 1.386
intermediation
Post graduation
Under
or above .332 .387 .865 -.754 1.418
graduation level
Professional .155 .424 .987 -1.034 1.345
Upto
-.622 .721 .863 -2.643 1.399
intermediation
Under
Professional .176 .483 .988 -1.178 1.531
graduation level
Post graduation
-.155 .424 .987 -1.345 1.034
or above
* The Mean Difference is Significant at the 0.05 Level.

330
7.15 DESCRIPTIVE STATISTICAL ANALYSIS OF SOCIAL CLASS ON THE
BASIS OF EDUCATION:

Educational level of the consumer has influence on the consumer buying behaviour in
context of social class which is evident in the table: 7.15 (a). The highest mean is found in
case of 38 respondents with education level of upto intermediation (20.447) with a
standard deviation of 3.342. The least significance was found to be in case of 112
respondents of educational level of professionals at 19.402 with a standard deviation of
3.928. The total mean is found at 19.910 and 3.596 as the standard deviation.

Table- 7.15 (a): Descriptive Statistical Analysis of Social Class on the Basis of Education

95% Confidence
Interval for
Educational Std. Std. Mean
N Mean Minimum Maximum
level Deviation Error
Lower Upper
Bound Bound
Upto
38 20.447 3.342 .542 19.349 21.546 13.00 25.00
intermediation
Under
graduation 145 20.117 3.628 .301 19.522 20.713 8.00 25.00
level
Post
graduation or 305 19.931 3.478 .199 19.539 20.323 8.00 25.00
above
Professional 112 19.402 3.928 .371 18.666 20.137 8.00 25.00
Total 600 19.910 3.596 .147 19.622 20.198 8.00 25.00

The value of sum of squares is found at 46.265 as the between the groups and 3 as the
degree of freedom and 15.422 as the mean square. The sum of squares within the groups
is found at 7698.875, 596 as the degree of freedom and 12.918 as he mean square. The
total value of sum of squares is found at 7745.140 and 599 as the degree of freedom. The
value of F is found at 1.194 and .311 as the value of significance, as shown in table: 7.15 (b).

Table- 7.15 (b): ANNOVA Results for Social Class on the Basis of Education

Sum of Squares df Mean Square F Sig.

Between Groups 46.265 3 15.422 1.194 .311
Within Groups 7698.875 596 12.918
Total 7745.140 599

331
The post hoc table: 7.15 (c) shows the social factors and its influence on the consumer
buying behaviour towards branded readymade garments and the highest significance is
found in case of respondents having education level of under graduation and those having
upto intermediation (.968) with the mean difference at .330 and the least influence is
found in case of respondents having education level of under graduation or above and
professionals (.475) with mean difference at .715.

Table- 7.15 (c): Post Hoc Results for Social class on the Basis of Education

95% Confidence
Mean Interval
(I) (J) Std.
Difference Sig.
Education Education Error Lower Upper
(I-J)
Bound Bound
Under
.330 .655 .968 -1.506 2.166
graduation level
Upto
Post graduation
intermediation .516 .618 .874 -1.217 2.249
or above
Professional 1.046 .675 .494 -.846 2.937
Upto
-.330 .655 .968 -2.166 1.506
intermediation
Under
Post graduation
graduation level .186 .362 .967 -.830 1.202
or above
Professional .715 .452 .475 -.552 1.983
Upto
-.516 .618 .874 -2.249 1.217
intermediation
Post graduation
Under
or above -.186 .362 .967 -1.202 .830
graduation level
Professional .529 .397 .620 -.584 1.643
Upto
-1.045 .675 .494 -2.937 .846
intermediation

Under
Professional -.715 .452 .475 -1.983 .552
graduation level

Post graduation
-.529 .397 .620 -1.643 .584
or above
* The Mean Difference is Significant at the 0.05 Level.

332
7.16 DESCRIPTIVE STATISTICAL ANALYSIS OF CULTURE ON THE BASIS
OF EDUCATION:

Table: 7.16 (a) shows that the educational level has influence on the buying behaviour
and it is found that the highest mean is found in case of 38 respondents upto
intermediation (13.526) with the standard deviation of 3.500. The least significance is
found in case of 305 respondents with the education level of post graduate or above
(12.990) with the standard deviation of 3.426. The total mean is found at 13.158 with the
standard deviation of 3.398.

Table- 7.16 (a): Descriptive Statistical Analysis of Culture on the Basis of Education

95%
Confidence
Educational Std. Std. Interval for
N Mean Mean Minimum Maximum
level Deviation Error
Lower Upper
Bound Bound
Upto
38 13.526 3.500 .568 12.376 14.677 7.00 20.00
intermediation
Under
graduation 145 13.207 3.446 .286 12.641 13.772 4.00 20.00
level
Post
graduation or 305 12.990 3.426 .196 12.604 13.376 6.00 20.00
above
Professional 112 13.429 3.237 .306 12.822 14.035 6.00 20.00
Total 600 13.158 3.398 .139 12.886 13.431 4.00 20.00

The table: 7.16 (b) shows that the value of sum of squares is found at 22.292, with the
degree of freedom at 3 and mean square at 7.431 in case of between groups. The value of
sum of squares in case of within the groups is found at 6895.666 with 596 as the degree
of freedom and the mean square 11.570. The total value of sum of squares is found at
6917.958 with 599 as the degree of freedom. F value is found at .642 and value of
significance (.588) is found in case of culture and the educational level of the consumers.

Table- 7.16 (b): ANNOVA Results for Culture on the Basis of Education

Sum of Squares df Mean Square F Sig.

Between Groups 22.292 3 7.431 .642 .588
Within Groups 6895.666 596 11.570
Total 6917.958 599

333
The post hoc table: 7.16 (c) shows the influence of cultural factors on the educational
level of the consumers and it is found that the highest influence is there in case of
respondents having educational level upto intermediation and professionals (0.999) and
post graduation or above with the mean difference of .098 and the least significance is
found in case of respondents having educational level of post graduation or above and
professionals (0.715) with mean difference of -.438.

Table- 7.16 (c): Post Hoc Results for Culture on the Basis of Education

95% Confidence
Mean Interval
(I) (J) Std.
Difference Sig.
Education Education Error Lower Upper
(I-J)
Bound Bound
Under
.319 .619 .966 -1.418 2.057
graduation level
Upto
Post graduation
intermediation .536 .585 .840 -1.104 2.177
or above
Professional .098 .638 .999 -1.692 1.888
Upto
-.319 .619 .966 -2.057 1.418
intermediation
Under
Post graduation
graduation level .217 .343 .940 -.745 1.179
or above
Professional -.222 .428 .966 -1.421 .978
Upto
-.536 .585 .840 -2.177 1.104
intermediation
Post graduation
Under
or above -.217 .343 .940 -1.179 .745
graduation level
Professional -.438 .376 .715 -1.492 .615
Upto
-.097 .638 .999 -1.888 1.692
intermediation
Under
Professional .222 .428 .966 -.978 1.421
graduation level
Post graduation
.438 .376 .715 -.615 1.492
or above
* The Mean Difference is Significant at the 0.05 Level.

7.17 DESCRIPTIVE STATISTICAL ANALYSIS OF PRODUCT FEATURES AND

QUALITY ON THE BASIS OF EDUCATION:

Table:7.17 (a) shows the relationship between the education level of consumers and the
products features and it is found that the highest influence is found in case of 38

334
respondents having education level upto intermediation (19.394) with the standard
deviation of 3.132 whereas the least significance is found in case of 112 respondents
having professional education level of (18.919). The total mean is found at 19.203 and the
standard deviation at 3.049.

Table- 7.17 (a): Descriptive Statistical Analysis of Product Features and Quality on
the Basis of Education

95%
Confidence
Std. Std. Interval for
Educational N Mean Mean Minimum Maximum
level Deviation Error
Lower Upper
Bound Bound

Upto 38 19.394 3.132 .508 18.365 20.424 13.00 25.00

intermediation
Under
graduation 145 19.117 3.250 .269 18.584 19.651 9.00 25.00
level
Post
graduation or 305 19.325 2.858 .164 19.003 19.647 11.00 25.00
above
Professional 112 18.919 3.269 .309 18.307 19.532 9.00 25.00

Total 600 19.203 3.049 .124 18.959 19.448 9.00 25.00

The value of sum of squares between the groups is found at 15.965 and 3 as the degree of
freedom and 5.322 as the mean square. The value of mean square in case of within the
groups is found as 5553.228 with 9.317 as the sum of squares and 596 as the degree of
freedom. The total value of sum of squares is found at 5569.193 and 599 as the degree of
freedom. F value is found at .571 with the level of significance at .634, as shown in table:
7.17 (b).

Table- 7.17 (b): ANNOVA Results for Product Features and Quality on the Basis of
Education

Sum of Squares df Mean Square F Sig.

Between Groups 15.965 3 5.322 .571 .634
Within Groups 5553.228 596 9.317
Total 5569.193 599

335
The post hoc table:7.17 (c) shows the influence of product quality and features on the
buying behaviour of the consumers towards branded readymade garments and the highest
significance is found in case of respondents having education level of post graduation or
above and upto intermediation(0.999) with the mean difference at 0.070. Whereas, the
respondents having educational level of professional and those with post graduation or
above (0.696) with the mean difference at 0.337 and the standard error at 0.337.

Table- 7.17 (c): Post Hoc Results for Product Features and Quality on the Basis of
Education

95% Confidence
Mean Interval
(I) (J) Std.
Difference Sig.
Education Education Error Lower Upper
(I-J)
Bound Bound
Under
.277 .556 .969 -1.282 1.837
graduation level
Upto
Post graduation
intermediation .070 .525 .999 -1.402 1.542
or above
Professional .475 .573 .876 -1.131 2.082
Upto
-.277 .556 .969 -1.837 1.282
intermediation
Under
Post graduation
graduation level -.207 .308 .929 -1.071 .656
or above
Professional .198 .384 .966 -.879 1.274
Upto
-.070 .525 .999 -1.542 1.402
intermediation
Post graduation
Under
or above .207 .308 .929 -.656 1.071
graduation level
Professional .405 .337 .696 -.540 1.350
Upto
-.475 .573 .876 -2.082 1.131
intermediation
Under
Professional -.198 .384 .966 -1.274 .879
graduation level
Post graduation
-.405 .337 .696 -1.350 .540
or above
* The Mean Difference is Significant at the 0.05 Level.

336
7.18 DESCRIPTIVE STATISTICAL ANALYSIS OF LIFESTYLE ON THE BASIS
OF EDUCATION:

The table: 7.18 (a) shows that the highest significance is found in case of 38 respondents
having education level of upto intermediation (12.921) with the standard deviation at
1.302. The least significance is found in case of 112 respondents having education level
of post graduation or above (12.545) with the standard deviation of 1.643. The total mean
is found at 12.678 with standard deviation of 1.517.

Table- 7.18 (a): Descriptive Statistical Analysis of Lifestyle on the Basis of Education

95% Confidence
Interval for
Educational Std. Std. Mean
N Mean Minimum Maximum
level Deviation Error
Lower Upper
Bound Bound
Upto
38 12.921 1.302 .211 12.493 13.349 10.00 15.00
intermediation
Under
graduation 145 12.655 1.717 .143 12.373 12.937 4.00 15.00
level
Post
graduation or 305 12.708 1.389 .079 12.552 12.865 7.00 15.00
above
Professional 112 12.545 1.643 .155 12.237 12.852 7.00 15.00
Total 600 12.678 1.517 .062 12.557 12.800 4.00 15.00

The table: 7.18 (b) shows the value of sum of squares between the groups is at 4.590,
degree of freedom at 3 and the mean square at 1.530. The value of sum of squares within
the groups is found at 1374.328 with degree of freedom at 596 and 2.306 as the mean
square. The total value of sum of squares is found at 1378.918 with the degree of freedom
at 599. The value of F is found at .664 and the value of significance at .575.

Table- 7.18 (b): ANNOVA Results for Lifestyle on the Basis of Education

Sum of
df Mean Square F Sig.
Squares
Between Groups 4.590 3 1.530 .664 .575
Within Groups 1374.328 596 2.306
Total 1378.918 599

337
The post hoc table: 7.18 (c) shows the influence of lifestyle on the educational level of the
consumers and thus their buying behaviour towards branded readymade garments and the
highest mean is found in case of education level of under graduation or above and post
graduation or above (0.989) with the mean difference at -.053 and the standard error
mean at .153. The least influence is found in case of respondents having educational level
of upto intermediation and professionals (0.628) with the mean difference at .376 and the
standard error at 0.285.

Table- 7.18 (c): Post Hoc Results for Lifestyle on the Basis of Education

95% Confidence
Mean
(I) (J) Std. Interval
Difference Sig.
Education Education Error Lower Upper
(I-J)
Bound Bound
Under
graduation .266 .277 .820 -.510 1.042
Upto level
intermediation Post graduation
.213 .261 .882 -.519 .945
or above
Professional .376 .285 .628 -.423 1.176
Upto
-.266 .277 .820 -1.041 .510
Under intermediation
graduation Post graduation
-.053 .153 .989 -.482 .376
level or above
Professional .110 .191 .953 -.425 .646
Upto
-.213 .261 .882 -.945 .519
intermediation
Post graduation Under
or above graduation .053 .153 .989 -.376 .482
level
Professional .163 .168 .813 -.307 .634
Upto
-.376 .285 .628 -1.176 .423
intermediation
Under
Professional graduation -.110 .191 .953 -.646 .425
level
Post graduation
-.163 .168 .813 -.634 .307
or above
* The Mean Difference is Significant at the 0.05 Level.

338
7.19 DESCRIPTIVE ANALYSIS OF SITUATIONAL FACTORS ON THE BASIS
OF OCCUPATION:

Table: 7.19 (a) shows the highest mean in case of 75 respondents from the category of
homemakers (24.053) with 3.123 as its standard deviation and the least significance is
found in case of 115 professionals (22.983) with 3.850 as its standard deviation. The total
mean as data collected from the sample of 600 respondents, is found to be at 23.417 with
a standard deviation of 3.722.

Table- 7.19 (a): Descriptive Statistical Analysis of Situational Factors on the Basis of
Occupation

95% Confidence
Interval for
Std. Std. Mean
Occupation N Mean Minimum Maximum
Deviation Error
Lower Upper
Bound Bound
Service 296 23.500 3.858 .224 23.059 23.941 9.00 30.00
Homemaker 75 24.053 3.123 .360 23.335 24.772 12.00 30.00
Professional 115 22.983 3.850 .359 22.271 23.694 9.00 30.00
Student 84 23.298 3.836 .418 22.465 24.130 7.00 30.00
Others 30 23.000 2.729 .498 21.981 24.019 16.00 28.00
Total 600 23.417 3.722 .1519 23.118 23.715 7.00 30.00

Table: 7.19 (b) shows that the sum of squares between the squares is found to be 60.522
with the degree of freedom of 595 and mean square at 15.130 whereas within the groups,
it is found at 8239.311 and 13.848 as its mean square. The value of F is found to be at
1.093 and .359 as its significance. The total value of sum of squares is found to be at
8299.833.

Table- 7.19 (b): ANNOVA Results for Situational Factors on the Basis of
Occupation

Sum of Squares df Mean Square F Sig.

Between Groups 60.522 4 15.130 1.093 .359
Within Groups 8239.311 595 13.848
Total 8299.833 599

339
The post hoc table: 7.19 (c) shows the impact of situational factor on the occupation of
the respondents and the highest significance is found in case of professionals and
respondents from others Area (1.00) with mean difference at -.017 whereas the
professionals and respondents from service have the least significance (0.441) with the
mean difference at 1.070.

Table- 7.19 (c): Post Hoc Results for Situational Factors on the Basis of Occupation

95% Confidence
Mean Interval
(I) (J) Std.
Difference Sig.
Occupation Occupation Error Lower Upper
(I-J)
Bound Bound
Homemaker -.553 .481 .857 -2.039 .933

Professional .517 .409 .809 -.746 1.781

Service
Student .202 .460 .996 -1.219 1.624

Others .500 .713 .974 -1.703 2.703

Service .553 .481 .857 -.933 2.039
Professional 1.070 .552 .441 -.636 2.777
Homemaker
Student .756 .591 .803 -1.071 2.582
Others 1.053 .803 .788 -1.431 3.537
Service -.517 .409 .809 -1.781 .746
Homemaker -1.07 .552 .441 -2.778 .636
Professional
Student -.315 .534 .986 -1.965 1.335
Others -.017 .763 1.000 -2.374 2.339
Service -.202 .460 .996 -1.624 1.219
Homemaker -.756 .591 .803 -2.582 1.071
Student
Professional .315 .534 .986 -1.335 1.965
Others .298 .791 .998 -2.148 2.743
Service -.500 .713 .974 -2.703 1.703

Homemaker -1.053 .804 .788 -3.537 1.431

Others
Professional .017 .763 1.000 -2.339 2.374

Student -.298 .791 .998 -2.743 2.148

* The Mean Difference is Significant at the 0.05 Level.

340
7.20 DESCRIPTIVE ANALYSIS OF REFERENCE GROUP ON THE BASIS OF
OCCUPATION:

As per the table: 7.20 (a) the highest mean in case of reference group with regard to the
situational factors is found to be in the case of 84 respondents who are students (29.107)
with a standard deviation of 3.478 and the least mean is found in case of 115 respondents
who are professionals (28.069) with a standard deviation of 4.386. The total mean is
found to be at 28.638 and 3.835 as its standard deviation in case of 600 respondents.

Table- 7.20 (a): Descriptive Statistical Analysis of Reference Group on the Basis of
Occupation

95% Confidence
Interval for
Std. Std. Mean
Occupation N Mean Minimum Maximum
Deviation Error
Lower Upper
Bound Bound
Service 296 28.709 3.824 .222 28.272 29.147 12.00 35.00
Homemaker 75 28.747 3.480 .402 27.946 29.547 20.00 35.00
Professional 115 28.069 4.386 .409 27.259 28.879 9.00 35.00
Student 84 29.107 3.478 .379 28.352 29.862 21.00 35.00
Others 30 28.533 3.461 .632 27.241 29.826 22.00 34.00
Total 600 28.638 3.835 .156 28.331 28.946 9.00 35.00

Table: 7.20 (b) shows the value of sum of squares between the group is found to be at
58.372 with 4 as the degree of freedom and 14.593 as the mean square. The sum of
squares within the group is found to be at 8754.146 with 595 as the degree of freedom
and 14.713 as the mean square value. The total value of sum of squares is found at
8812.518 and 599 as its degree of freedom. F value is found at .992 and .411 as its
significance.

Table- 7.20 (b): ANNOVA Results for Reference Group on the Basis of Occupation

Sum of Squares df Mean Square F Sig.

Between Groups 58.372 4 14.593 .992 .411
Within Groups 8754.146 595 14.713
Total 8812.518 599

341
The post hoc table:7.20 (c) shows the influence of reference group on the occupation of
the consumer towards the purchase of branded readymade garments and the highest
significance is found in case of homemakers and respondents who are into service and the
respondents from service and others (1.00) with the mean difference at -.037 and .176
respectively. The least significance is found in case of respondents who are professionals
and students (0.471) with the standard deviation of -1.037.

Table- 7.20 (c): Post Hoc Results For Reference Group on the Basis of Occupation

95% Confidence
Mean Interval
(I) (J) Std.
Difference Sig.
Occupation Occupation Error Lower Upper
(I-J)
Bound Bound
Homemaker -.037 .496 1.00 -1.569 1.495
Professional .639 .421 .680 -.662 1.942
Service
Student -.398 .474 .951 -1.862 1.067
Others .176 .735 1.00 -2.095 2.447
Service .037 .496 1.00 -1.495 1.569
Professional .677 .569 .842 -1.082 2.436
Homemaker
Student -.360 .609 .986 -2.243 1.522
Others .213 .829 .999 -2.347 2.774
Service -.639 .421 .680 -1.942 .662
Homemaker -.677 .569 .842 -2.436 1.082
Professional
Student -1.037 .550 .471 -2.739 .663
Others -.464 .786 .986 -2.894 1.966
Service .398 .474 .951 -1.067 1.863
Homemaker .360 .609 .986 -1.522 2.243
Student
Professional 1.037 .550 .471 -.663 2.739
Others .574 .816 .974 -1.947 3.095
Service -.176 .735 1.00 -2.447 2.095
Homemaker -.213 .829 .999 -2.774 2.347
Others
Professional .464 .786 .986 -1.966 2.894
Student -.574 .816 .974 -3.095 1.947
* The Mean Difference is Significant at the 0.05 Level.

342
7.21 DESCRIPTIVE STATISTICAL ANALYSIS OF SOCIAL CLASS ON THE
BASIS OF OCCUPATION:

The occupation of a consumer and the social factor has a significant influence which is
very clear in the table:. The value of mean is found to be highest in case of 75
respondents who are the homemakers (20.307) and standard deviation of 3.255 and the
least significance in case of 115 respondents who are professionals (19.861) with a
standard deviation of 3.496. The total mean of 600 respondents is found at 19.910 and
3.596 as the standard deviation, as per table: 7.21 (a).

Table- 7.21 (a): Descriptive Statistical Analysis of Social Class on the Basis of
Occupation

95% Confidence
Interval for
Std. Std. Mean
Occupation N Mean Minimum Maximum
Deviation Error
Lower Upper
Bound Bound
Service 296 19.794 3.786 .220 19.361 20.227 8.00 25.00
Homemaker 75 20.307 3.255 .376 19.558 21.055 10.00 25.00
Professional 115 19.861 3.496 .326 19.215 20.507 8.00 25.00
Student 84 20.048 3.536 .386 19.280 20.815 10.00 25.00
Others 30 19.867 3.126 .570 18.699 21.034 11.00 24.00
Total 600 19.910 3.596 .147 19.622 20.198 8.00 25.00

The value of sum of squares is found at 17.714 in case of between the groups, 4 as the
degree of freedom and the mean square of 4.429. The value of sum of squares within the
groups is found at 7727.426 and 595 as the degree of freedom and 12.987 as the mean
square. The value of F is found at .341 and .850 as the value of significance. The total
value of sum of squares is found at 7745.140 with 599 as the degree of freedom. As
shown in table: 7.21 (b).

Table- 7.21 (b): ANNOVA Results For Social Class on the Basis of Occupation

Sum of Squares df Mean Square F Sig.

Between Groups 17.714 4 4.429 .341 .850
Within Groups 7727.426 595 12.987
Total 7745.140 599

343
The post hoc table: 7.21 (c) shows the social factor influence on the consumer buying
behaviour towards branded readymade garments in context of their occupational level and
the highest significance is found in case of professionals and from service Area (1.00)
with the mean difference at -0.066. The least significance is found in case of homemakers
and service class (0.876) with the mean difference of -0.513.

Table- 7.21 (c): Post Hoc Results for Social Class on the Basis of Occupation

95% Confidence
Mean
(I) (J) Std. Interval
Difference Sig.
Occupation Occupation Error Lower Upper
(I-J)
Bound Bound
Homemaker -.513 .466 .876 -1.952 .927
Professional -.066 .396 1.00 -1.290 1.157
Service
Student -.254 .445 .988 -1.630 1.123
Others -.073 .690 1.00 -2.206 2.061
Service .513 .466 .876 -.927 1.952
Professional .446 .535 .952 -1.207 2.098
Homemaker
Student .259 .572 .995 -1.510 2.028
Others .440 .778 .988 -1.965 2.845
Service .067 .396 1.00 -1.157 1.290
Homemaker -.446 .535 .952 -2.098 1.207
Professional
Student -.187 .517 .998 -1.785 1.411
Others -.005 .739 1.00 -2.289 2.277
Service .254 .445 .988 -1.123 1.630
Homemaker -.259 .572 .995 -2.028 1.510
Student
Professional .187 .517 .998 -1.411 1.785
Others .181 .766 1.00 -2.187 2.549
Service .073 .690 1.00 -2.061 2.206
Homemaker -.440 .778 .988 -2.845 1.965
Others
Professional .006 .739 1.00 -2.277 2.288
Student -.180 .766 1.00 -2.549 2.187
* The Mean Difference is Significant at the 0.05 Level.

344
7.22 DESCRIPTIVE STATISTICAL ANALYSIS OF CULTURE ON THE BASIS
OF OCCUPATION:

The occupation of a consumer has influence on the consumer buying behaviour, as shown
in table: 7.22 (a), the highest mean is found in case of 75 respondents who are
homemakers (13.880) with the standard deviation of 3.279 whereas the least influence is
found in the case of 30 respondents who are into others (12.767) as their occupation with
standard deviation of 3.025. The total mean of 600 respondents is found to be at 13.158
with a standard deviation of 3.398.

Table- 7.22 (a): Descriptive Statistical Analysis of Culture on the Basis of Occupation

95% Confidence
Interval for
Std. Std. Mean
Occupation N Mean Minimum Maximum
Deviation Error
Lower Upper
Bound Bound
Service 296 13.024 3.478 .202 12.626 13.421 6.00 20.00
Homemaker 75 13.880 3.279 .379 13.125 14.635 6.00 20.00
Professional 115 12.774 3.348 .312 12.155 13.392 4.00 20.00
Student 84 13.655 3.335 .364 12.931 14.378 7.00 20.00
Others 30 12.767 3.025 .552 11.637 13.896 6.00 18.00
Total 600 13.158 3.398 .139 12.886 13.431 4.00 20.00

The table: 7.22 (b) shows that the sum of squares between the groups is at 86.727 with 4
as the degree of freedom and 21.682 as the mean square. The value of sum of squares
within the groups is found at 6831.231, 595 as the degree of freedom and 11.481as the
mean square. The value of total sum of squares is found to be at 6917.958 and 599 as the
degree of freedom. F value is found to be at 1.888 and .111 as the significance.

Table- 7.22 (b): ANNOVA Results for Culture on the Basis of Occupation

Sum of Squares df Mean Square F Sig.

Between Groups 86.727 4 21.682 1.888 .111
Within Groups 6831.231 595 11.481
Total 6917.958 599

345
The post hoc table:7.22 (c) shows the influence of cultural factors on the occupation of
the consumers and the highest significance is found in case of professionals and
respondents from others (1.00) with mean difference at 0.007 followed by respondents
from service and others (0.997) with the mean difference of .257. The least significance is
found in case of homemakers and professionals (0.306) with mean difference of -1.106.

Table- 7.22 (c): Post Hoc Results for Culture on the Basis of Occupation

95% Confidence
Mean Interval
(I) (J) Std.
Difference Sig.
Occupation Occupation Error Lower Upper
(I-J)
Bound Bound
Homemaker -.856 .438 .431 -2.209 .497

Professional .249 .372 .978 -.901 1.400

Service
Student -.631 .419 .686 -1.925 .663

Others .257 .649 .997 -1.749 2.263

Service .856 .438 .431 -.497 2.209
Professional 1.106 .503 .306 -.448 2.660
Homemaker
Student .225 .538 .996 -1.438 1.888
Others 1.113 .732 .678 -1.148 3.375
Service -.249 .372 .978 -1.400 .901
Homemaker -1.106 .503 .306 -2.660 .448
Professional
Student -.881 .486 .513 -2.384 .622
Others .007 .695 1.000 -2.139 2.154
Service .631 .419 .686 -.663 1.925
Homemaker -.225 .538 .996 -1.888 1.438
Student
Professional .881 .486 .513 -.622 2.384
Others .888 .721 .823 -1.339 3.115
Service -.257 .649 .997 -2.263 1.749

Homemaker -1.113 .732 .678 -3.375 1.148

Others
Professional -.007 .695 1.000 -2.153 2.139

Student -.888 .721 .823 -3.115 1.339

* The Mean Difference is Significant at the 0.05 Level.

346
7.23 DESCRIPTIVE STATISTICAL ANALYSIS OF PRODUCT FEATURES AND
QUALITY ON THE BASIS OF OCCUPATION:

Table:7.23 (a) shows that the highest influence is there in case of 75 respondents who are
the homemakers (19.480) with 3.354 as the standard deviation and the least mean is found
in case of 30 respondents who are in “others” category (18.567) with 2.568 as the
standard deviation. The total mean is found to be as 19.203 with standard deviation of
3.049. Thus is states that the respondents in service are least influenced by the product
features as compared to consumers of other occupation.

Table- 7.23 (a): Descriptive Statistical Analysis of Product Features and Quality on
the Basis of Occupation

95% Confidence
Interval for
Std. Std. Mean
Occupation N Mean Minimum Maximum
Deviation Error
Lower Upper
Bound Bound
Service 296 19.341 3.043 .177 18.993 19.689 9.00 25.00
Homemaker 75 19.480 3.354 .387 18.708 20.252 9.00 25.00
Professional 115 18.678 3.068 .286 18.111 19.245 9.00 25.00
Student 84 19.417 2.863 .312 18.795 20.038 10.00 25.00
Others 30 18.567 2.568 .469 17.607 19.526 13.00 24.00
Total 600 19.203 3.049 .124 18.959 19.448 9.00 25.00

As shown in table:7.23 (b) the value of sum of squares is found at 59.057 with 4 as the
degree of freedom and 14.764as the mean square in case of between the groups. The
value of sum of squares within the groups is found to be at 5510.136 with 595 as the
degree of freedom and 9.261 as the mean square value. The total value of sum of squares
is found at 5569.193 and 599 as the degree of freedom. The value of F is found at 1.594
with .174 as the level of significance.

Table- 7.23 (b): ANNOVA Results for Product Features and Quality on the Basis of
Occupation

Sum of Squares df Mean Square F Sig.

Between Groups 59.057 4 14.764 1.594 .174
Within Groups 5510.136 595 9.261
Total 5569.193 599

347
The post hoc results show the influence of product quality and features on the
occupational level of the consumers in the buying behaviour towards branded readymade
garments and the highest significance is found in case of respondents from service and
students, as well as student and homemakers (1.00) with the mean difference at -.075,
.063 respectively. The respondents from others and professionals, service and
professionals as well as homemakers and professionals (1.00) having the mean difference
of, .111, .075 and -.063 respectively. Whereas, the least significance is found in case of
respondents from service and professional Area (0.416) with the mean difference of 663,
as per table: 7.23 (c).

Table- 7.23 (c): Post Hoc Results for Product Features and Quality on the Basis of
Occupation

95% Confidence
Mean Interval
(I) (J) Std.
Difference Sig.
Occupation Occupation Error Lower Upper
(I-J)
Bound Bound
Homemaker -.139 .393 .998 -1.354 1.077
Professional .663 .334 .416 -.370 1.696
Service
Student -.075 .376 1.000 -1.238 1.087
Others .774 .583 .779 -1.027 2.576
Service .139 .393 .998 -1.077 1.354
Professional .802 .452 .533 -.594 2.197
Homemaker
Student .063 .483 1.000 -1.430 1.557
Others .913 .657 .749 -1.118 2.945
Service -.663 .334 .416 -1.696 .370
Homemaker -.802 .452 .533 -2.197 .594
Professional
Student -.739 .437 .582 -2.088 .611
Others .111 .624 1.000 -1.816 2.039
Service .075 .376 1.000 -1.087 1.238
Homemaker -.063 .483 1.000 -1.557 1.430
Student
Professional .738 .437 .582 -.611 2.088
Others .850 .647 .786 -1.150 2.850
Service -.774 .583 .779 -2.576 1.027
Homemaker -.913 .657 .749 -2.945 1.118
Others
Professional -.111 .624 1.000 -2.039 1.816
Student -.850 .647 .786 -2.850 1.150
* The Mean Difference is Significant at the 0.05 Level.

348
7.24 DESCRIPTIVE STATISTICAL ANALYSIS OF LIFESTYLE ON THE BASIS
OF OCCUPATION:

The table:7.24 (a) shows the influence of lifestyle on the occupation in the consumer
buying behaviour towards branded readymade garments and the highest significance is
found in case of 75 respondents who are homemakers (12.867) with the standard
deviation of 1.597. The least significance is found in case of 30 respondents form
“others” as their occupation (12.267) with the standard deviation of 1.552. The total mean
is found at 12.678 with the standard deviation of 1.517.

Table- 7.24 (a): Descriptive Statistical Analysis of Lifestyle on the Basis of

Occupation

95% Confidence
Interval for
Std. Std. Mean
Occupation N Mean Minimum Maximum
Deviation Error
Lower Upper
Bound Bound
Service 296 12.692 1.460 .08487 12.525 12.859 7.00 15.00
Homemaker 75 12.867 1.597 .18437 12.499 13.234 5.00 15.00
Professional 115 12.600 1.616 .15067 12.301 12.898 4.00 15.00
Student 84 12.714 1.493 .16296 12.390 13.038 7.00 15.00
Others 30 12.267 1.552 .28338 11.687 12.846 9.00 15.00
Total 600 12.678 1.517 .06194 12.557 12.800 4.00 15.00

The value of sum of squares is found at 8.618 with 4 as the degree of freedom and 2.155
as the mean square in case of between the groups. F value is found at 0.936. The value of
sum of squares within the group is found at 1370.300 with 595 as the degree of freedom
and 2.303 as the mean square. The value of total sum of squares is found at 1378.918 with
599 as the degree of freedom, as per table: 7.24 (b).

Table- 7.24 (b): ANNOVA Results for Lifestyle on the Basis of Occupation

Sum of Squares df Mean Square F Sig.

Between Groups 8.618 4 2.155 .936 .443
Within Groups 1370.300 595 2.303
Total 1378.918 599

349
The post hoc table: 7.24(c) shows the influence of lifestyle on the consumer buying
behaviour in context of the occupation of the consumer and the highest influence is found
in case of respondents who are in service and students as well as in the case of
respondents from service and professionals (1.00) with the mean difference at -.022, .021
respectively, and the standard error in both the cases is found at .188. The least
significance is found in case of homemakers and respondents from “others” and
homemakers (.502) with the mean difference at .600 and the standard error at .328.

Table- 7.24 (c): Post Hoc Results for Lifestyle on the Basis of Occupation

95% Confidence
Mean Interval
(I) (J) Std.
Difference Sig.
Occupation Occupation Error Lower Upper
(I-J)
Bound Bound
Homemaker -.174 .196 .940 -.780 .432
Professional .092 .167 .989 -.423 .608
Service
Student -.022 .188 1.000 -.601 .558
Others .426 .291 .709 -.473 1.324
Service .174 .196 .940 -.432 .780
Professional .267 .225 .844 -.429 .963
Homemaker
Student .152 .241 .982 -.593 .897
Others .600 .328 .502 -.413 1.613
Service -.092 .167 .989 -.608 .423
Homemaker -.267 .225 .844 -.963 .429
Professional
Student -.114 .218 .991 -.787 .559
Others .333 .311 .886 -.628 1.294
Service .021 .188 1.000 -.558 .601
Homemaker -.152 .241 .982 -.897 .593
Student
Professional .114 .218 .991 -.559 .787
Others .447 .323 .750 -.549 1.445
Service -.426 .291 .709 -1.324 .473
Homemaker -.600 .328 .502 -1.613 .413
Others
Professional -.333 .311 .886 -1.295 .628
Student -.448 .323 .750 -1.445 .549
* The Mean Difference is Significant at the 0.05 Level.

350
7.25 DESCRIPTIVE ANALYSIS OF SITUATIONAL FACTORS ON THE BASIS
OF ANNUAL INCOME:

Table: 7.25(a) shows that the highest significance value is found in case of the 203
respondents having annual income between 2,00,000- 5,00,000 (23.828) with 3.225 as its
standard deviation and least is found in case of 107 respondents earning annual income
between 5,00,000- 10,00,000 i.e. (22.598) and standard deviation is found at 3.848. The
total mean is found to be 23.417 for 600 respondents and the standard deviation of 3.722.

Table- 7.25 (a): Descriptive Statistical Analysis of Situational Factors on the Basis of
Annual Income

95% Confidence
Annual Std. Std. Interval for Mean
N Mean Minimum Maximum
income Deviation Error Lower Upper
Bound Bound
<200000 230 23.374 3.774 .249 22.883 23.864 9.00 30.00
200001-
203 23.828 3.225 .226 23.381 24.274 13.00 30.00
500000
500001-
107 22.598 3.848 .372 21.860 23.336 10.00 30.00
100000
>100000 60 23.650 4.617 .596 22.457 24.843 7.00 30.00
Total 600 23.417 3.722 .151 23.118 23.715 7.00 30.00

The total sum of squares between the groups is found to be at 109.655 with a mean square
of 36.552 with 3 as the degree of freedom. The sum of squares within the groups is found
to be at 8190.179 and the degree of freedom is found to be at 596 with a mean square of
13.742. The total value of sum of squares is found to be at 8299.833 with a degree of
freedom of 599. The value of F is found to be at 2.660 and the value of significance at
0.47, as per table: 7.25 (b).

Table- 7.25 (b): ANNOVA Results for Situational Factors on the Basis of Annual
Income

Sum of Squares df Mean Square F Sig.

Between Groups 109.655 3 36.552 2.660 .047*
Within Groups 8190.179 596 13.742
Total 8299.833 599

351
The table: 7.25(c) shows the annual income level of the consumers and the relation with
the annual income level of the consumers and it shows that the highest significance is
found in case of respondents earning annual income between 2,00,000-5,00,000 and more
than 10,00,000 (0.991) with mean difference of.178 and the least significance is found in
case of respondents with annual income upto 2,00,000 and 5,00,000-10,00,000 (0.363)
with mean difference of 0.776.

Table- 7.25 (c): Post Hoc Results for Situational Factors on the Basis of
Annual Income

95% Confidence
(I) Mean
(J) Std. Interval
Annual Difference Sig.
Annual income Error Lower Upper
income (I-J)
Bound Bound

200001-500000 -.454 .357 .656 -1.454 .547

<200000 500001-100000 .776 .434 .363 -.440 1.992

>100000 -.276 .537 .967 -1.783 1.230

<200000 .454 .357 .656 -.547 1.454

200001-
500001-100000 1.229 .443 .053 -.012 2.471
500000
>100000 .178 .545 .991 -1.349 1.705

<200000 -.776 .434 .363 -1.992 .440

500001-
200001-500000 -1.229 .443 .053 -2.471 .012
100000
>100000 -1.052 .598 .378 -2.728 .624

<200000 .276 .538 .967 -1.230 1.783

>100000 200001-500000 -.178 .545 .991 -1.705 1.349

500001-100000 1.051 .598 .378 -.624 2.728

* The Mean Difference is Significant at the 0.05 Level.

7.26 DESCRIPTIVE STATISTICAL ANALYSIS OF REFERENCE GROUP ON

THE BASIS OF ANNUAL INCOME:

As far as the reference group and the situational factors is concerned, the annual income
of a household plays a major role in the consumer behaviour. It was found that 203

352
respondents with annual household annual income between 2,00,000- 5,00,000 have the
highest mean (29.153) and standard deviation of 3.428. Whereas 60 respondents earning
more than 10,00.000 had the mean value at 28.000 and 4.981 as the value of standard
deviation which is the least significance of all. The total mean value is found at 28.638
and 3.836 as the standard deviation, as per table: 7.26 (a).

Table- 7.26 (a): Descriptive Statistical Analysis of Reference Group on the Basis of
Annual income

95%
Confidence
Annual Std. Std. Interval for
N Mean Mean Minimum Maximum
income Deviation Error
Lower Upper
Bound Bound
<200000 230 28.404 3.869 .255 27.901 28.907 18.00 35.00
200001-
203 29.153 3.428 .241 28.678 29.627 17.00 35.00
500000
500001-
107 28.523 3.704 .358 27.813 29.233 20.00 35.00
100000
>100000 60 28.000 4.981 .643 26.713 29.287 9.00 35.00
Total 600 28.638 3.836 .156 28.331 28.945 9.00 35.00

Table: 7.26 (b) shows the value of sum of squares between the groups as 92.165 and 3 as
the degree of freedom and 30.722 as the mean square value whereas the value of sum of
squares within the group is found at 8720.353 and 596 as the degree of freedom with a
mean square of 14.631. The total value of sum of squares is found at 8812.518 and 599 as
the degree of freedom. The value of F is found at 2.100 and 0.099 as the value of
significance.

Table- 7.26 (b): ANNOVA Results for Reference Group on the Basis of Annual
Income

Sum of Squares df Mean Square F Sig.

Between Groups 92.165 3 30.722 2.100 .099
Within Groups 8720.353 596 14.631
Total 8812.518 599

353
Table: 7.26 (c) shows the annual income of the consumers and the influence of reference
group in post hoc results are found in table: and the results show that the highest mean is
found in case of respondents having annual income level of less than 2,00,000 and
5,00,000- 10,00,000 (0.995) with the mean difference at -.119 and the least significance is
found in case of respondents in the annual income level of 2,00,000- 5,00,000 and more
than 10,00,000 (0.241) with the mean difference at 1.153.

Table- 7.26 (c): Post Hoc Results for Reference Group on the Basis of Annual
Income

95% Confidence
(I) Mean Interval
(J) Std.
Annual Difference Sig.
Annual income Error Lower Upper
income (I-J)
Bound Bound
200001-500000 -.748 .368 .249 -1.781 .284
<200000 500001-100000 -.119 .448 .995 -1.374 1.136
>100000 .404 .554 .912 -1.150 1.958
<200000 .748 .368 .249 -.284 1.781
200001-
500001-100000 .629 .457 .594 -.652 1.910
500000
>100000 1.153 .562 .241 -.423 2.728
<200000 .119 .448 .995 -1.136 1.374
500001-
200001-500000 -.629 .457 .594 -1.910 .652
100000
>100000 .523 .617 .869 -1.206 2.253
<200000 -.404 .554 .912 -1.959 1.150
>100000 200001-500000 -1.153 .562 .241 -2.728 .423
500001-100000 -.523 .617 .869 -2.253 1.206
* The Mean Difference is Significant at the 0.05 Level.

7.27 DESCRIPTIVE STATISTICAL ANALYSIS OF SOCIAL CLASS ON THE

BASIS OF ANNUAL INCOME:

Table: 7.27 (a) shows social class and annual income has a significant influence wherein
the highest mean is found in case of 203 respondents with annual income level between
200001-500000 (20.261) with a standard deviation of 3.296. 107 respondents having
annual income between 500001-100000 shows the least mean of 19.429 and 3.737as the
standard deviation. The value of total mean is 19.910 and 3.595 as the standard
deviation.

354
 Table- 7.27 (a): Descriptive Statistical Analysis of Social Class on the Basis of
Annual Income

95% Confidence
Interval for
Annual Std. Std. Mean
N Mean Minimum Maximum
income Deviation Error
Lower Upper
Bound Bound
<200000 230 19.852 3.611 .238 19.383 20.321 9.00 25.00
200001-
203 20.261 3.296 .231 19.805 20.717 8.00 25.00
500000
500001-
107 19.429 3.737 .361 18.714 20.146 8.00 25.00
100000
>100000 60 19.800 4.181 .539 18.719 20.880 8.00 25.00
Total 600 19.910 3.595 .147 19.622 20.198 8.00 25.00

The value of sum of squares between the groups is found to be at 51.179, 3 as the degree
of freedom and 17.060 as the mean square. The value of sum of squares within the groups
is found at 7693.961, degree of freedom at 596 and 12.909 as the mean square. The value
of total sum of squares is 7745.140 and 599 degree of freedom. The value of F is found at
1.322 and .266 as the value of significance, as shown in table: 7.27 (b).

Table- 7.27 (b): ANNOVA Results for Social Class on the Basis of Annual Income

Sum of Squares df Mean Square F Sig.

Between Groups 51.179 3 17.060 1.322 .266
Within Groups 7693.961 596 12.909
Total 7745.140 599

The post hoc table: 7.27(c) shows the influence of social factors and annual income level
of the consumers and the highest significance is found in case of respondents having
annual income level of less than 2,00,000 and consumers having more than 10,00,000
(1.00) with 0.052 as the mean difference. The least significance is found in case of
respondents earning less than 2,00,000 and those earning between 5,00,000- 10,00,000
(0.799) with 0.422 as the mean difference.

355
 Table- 7.27 (c): Post Hoc Results for Social Class on the Basis of Annual income

95% Confidence
(I) Mean
(J) Std. Interval
Annual Difference Sig.
Annual income Error Lower Upper
income (I-J)
Bound Bound

200001-500000 -.409 .346 .706 -1.38 .561

<200000 500001-100000 .422 .420 .799 -.756 1.601

>100000 .052 .521 1.000 -1.408 1.512

<200000 .409 .346 .706 -.561 1.379

200001-
500001-100000 .831 .429 .291 -.372 2.034
500000
>100000 .461 .528 .858 -1.019 1.941

<200000 -.422 .420 .799 -1.601 .756

500001-
200001-500000 -.831 .429 .291 -2.034 .372
100000
>100000 -.370 .579 .939 -1.995 1.254

<200000 -.052 .5201 1.000 -1.512 1.408

>100000 200001-500000 -.461 .527 .858 -1.941 1.019

500001-100000 .370 .579 .939 -1.254 1.995

* The Mean Difference is Significant at the 0.05 Level.

7.28 DESCRIPTIVE STATISTICAL ANALYSIS OF CULTURE ON THE BASIS

OF ANNUAL INCOME:

Table: 7.28 (a) shows the influence of culture on the consumer buying behaviour in
context of the annual income earned by them and it clearly states that the highest
significance is found in case of 60 respondents earning annual income more than 100000
(13.467) with standard deviation of 3.998 whereas the least significant were the
respondents who are earning annual income between 5,00,000- 10,00,000 (13.084) with
standard deviation of 3.351. The total mean of 600 respondents is found to be at 13.158
with standard deviation of 3.398.

356
 Table- 7.28 (a): Descriptive Statistical Analysis of Culture on the Basis of Annual
Income

95% Confidence
Interval for
Annual Std. Std. Mean
N Mean Minimum Maximum
income Deviation Error
Lower Upper
Bound Bound

<200000 230 13.139 3.297 .217 12.711 13.568 6.00 20.00

200001-
203 13.128 3.367 .236 12.662 13.594 6.00 20.00
500000

500001-
107 13.084 3.351 .324 12.442 13.726 6.00 20.00
100000

>100000 60 13.467 3.998 .516 12.434 14.499 4.00 20.00

Total 600 13.158 3.398 .139 12.886 13.431 4.00 20.00

The table: 7.28 (b) shows that the value of sum of squares between the squares is 6.564
with 3 as the degree of freedom and 2.188 as the mean square. The value of sum of
squares within the groups is found at 6911.394 with 596 as the degree of freedom and
11.596 as the mean square. The value of total sum of squares is found to be at 6917.958
with 599 as the degree of freedom. F value is found at .189 and the level of significance at
.904.

Table- 7.28 (b): ANNOVA Results for Culture on the Basis of Annual Income

Sum of Squares df Mean Square F Sig.

Between Groups 6.564 3 2.188 .189 .904
Within Groups 6911.394 596 11.596
Total 6917.958 599

The post hoc results in table: 7.28(c) shows the influence of culture on the consumer
buying behaviour towards branded readymade garments with reference to the annual
income level of the consumers and the highest significance is found in case of
respondents earning annual income between 200001-500000 and upto 2,00,000 as well as
those earning between 200001-500000 and 500001-100000 (1.00) with the mean

357
difference of .011 and .044 respectively. Whereas, the least significance is found in case
of respondents earning annual income between 500001-100000 and more than 10,00,000
(.922) with the mean difference at -.382.

Table- 7.28 (c): Post Hoc Results for Culture on the Basis of Annual Income

95% Confidence
(I) (J) Mean Interval
Std.
Annual Annual Difference Sig.
Error Lower Upper
income income (I-J)
Bound Bound
200001-500000 .011 .328 1.00 -.908 .930

<200000 500001-100000 .055 .398 .999 -1.062 1.172

>100000 -.327 .494 .932 -1.711 1.056

<200000 -.011 .328 1.00 -.930 .908
200001-
500001-100000 .044 .407 1.00 -1.096 1.184
500000
>100000 -.338 .500 .928 -1.741 1.064
<200000 -.055 .398 .999 -1.172 1.062
500001-
200001-500000 -.044 .407 1.00 -1.184 1.096
100000
>100000 -.382 .549 .922 -1.922 1.157
<200000 .327 .494 .932 -1.056 1.711

>100000 200001-500000 .338 .500 .928 -1.064 1.741

500001-100000 .382 .549 .922 -1.157 1.922

* The Mean Difference is Significant at the 0.05 Level.

7.29 DESCRIPTIVE STATISTICAL ANALYSIS OF PRODUCT FEATURES AND

QUALITY ON THE BASIS OF ANNUAL INCOME:

Table: 7.29 (a) shows the influence of annual income on the buying behaviour of the
consumers towards branded readymade garments with regard to the product features and
it clearly shows that the highest mean is found in case of 203 respondents having annual
income level between 200001-500000, (19.591) with standard deviation of 2.726. The
least significance is found in case of 107 respondents having annual income level
between 5,00,000- 10,00,000 (18.729) with 2.932 as the standard deviation. The total
mean of 600 respondents is found at 19.203 and 3.049 as the standard deviation.

358
 Table- 7.29 (a): Descriptive Statistical Analysis of Product Features and Quality on
the Basis of Annual Income

95% Confidence
Interval for
Annual Std. Std. Mean
N Mean Minimum Maximum
income Deviation Error
Lower Upper
Bound Bound
<200000 230 19.026 3.157 .208 18.616 19.436 9.00 25.00
200001-
203 19.591 2.726 .191 19.214 19.968 10.00 25.00
500000
500001-
107 18.729 2.932 .283 18.167 19.291 12.00 25.00
100000
>100000 60 19.417 3.706 .478 18.459 20.374 9.00 25.00
Total 600 19.203 3.049 .124 18.959 19.448 9.00 25.00

The table: 7.29 (b) depicts that the value of sum of squares between the groups is found at
64.562 with 3 as the degree of freedom and 21.521 as the mean square. The value of sum
of squares within the groups is found at 5504.631 with 9.236 as the mean square and 596
as the degree of freedom. The value of total sum of squares is found at 5569.193 with 599
as the degree of freedom. The value of F is found at 2.330 with .073 as the level of
significance.

Table- 7.29 (b): ANNOVA Results for Product Features and Quality on the Basis of
Annual Income

Sum of Squares df Mean Square F Sig.

Between Groups 64.562 3 21.521 2.330 .073
Within Groups 5504.631 596 9.236
Total 5569.193 599

The post hoc table:7.29(c) shows the influence of product features and quality of the
product on the buying behaviour of the consumers towards branded readymade garments
and the highest significance is found in case of respondents having annual income
between 200001-500000 and more than 10,00,000 (0.985) with the mean difference at
.174 with .446 as the standard error and the least significance is found in case of
respondents having annual income between 500001-100000 and 200001-500000 (.132)
with the mean difference at -.862.

359
 Table- 7.29 (c):Post Hoc Results for Product Features and Quality on the Basis of
Annual Income

95% Confidence
(I) Mean Interval
(J) Std.
Annual Difference Sig.
Annual income Error Lower Upper
income (I-J)
Bound Bound
200001-500000 -.565 .293 .293 -1.385 .255
<200000 500001-100000 .297 .356 .874 -.699 1.294
>100000 -.390 .440 .853 -1.626 .844
<200000 .565 .293 .293 -.255 1.385
200001-
500001-100000 .862 .363 .132 -.156 1.880
500000
>100000 .174 .446 .985 -1.077 1.426
<200000 -.297 .356 .874 -1.294 .699
500001-
200001-500000 -.862 .363 .132 -1.880 .156
100000
>100000 -.688 .490 .579 -2.062 .686
<200000 .390 .440 .853 -.844 1.626
>100000 200001-500000 -.174 .446 .985 -1.426 1.078
500001-100000 .688 .490 .579 -.686 2.062
* The Mean Difference is Significant at the 0.05 Level.

7.30 DESCRIPTIVE STATISTICAL ANALYSIS OF LIFESTYLE ON THE BASIS

OF ANNUAL INCOME:

The table: 7.30(a) shows the significance of annual income on the buying behaviour of the
consumers towards branded readymade garments, it is found that the highest significance
is found in case of 107 respondents having annual income between 500001-100000
(12.542) with the standard deviation of 1.633 and the least mean is found in case of 60
respondents having annual income level of more than 100000 (12.783) with the standard
deviation of 1.860. The total mean is found at 12.678 and the standard deviation at 1.517.

Table- 7.30 (a): Descriptive Statistical Analysis of Lifestyle on the Basis of Annual Income

95% Confidence
Interval for
Annual Std. Std. Mean
N Mean Minimum Maximum
income Deviation Error
Lower Upper
Bound Bound
<200000 230 12.665 1.494 .098 12.471 12.859 5.00 15.00
200001-
203 12.734 1.367 .096 12.545 12.923 7.00 15.00
500000
500001-
107 12.542 1.633 .158 12.229 12.855 7.00 15.00
100000
>100000 60 12.783 1.860 .240 12.303 13.264 4.00 15.00
Total 600 12.678 1.517 .062 12.557 12.800 4.00 15.00

360
The table: 7.30(b) shows that the value of sum of squares between groups is at 3.317,
degree of freedom is at 3, mean square of 1.106. The value of sum of squares within
groups is found at 1375.601 with degree of freedom at 596 and the mean square is at
2.308. The total value of sum of squares is found at 1378.918 with 599 as the degree of
freedom. The value of F is found at 0.479 and the level of significance at .697.

Table- 7.30 (b): ANNOVA Results for Lifestyle on the Basis of Annual Income

Sum of Squares df Mean Square F Sig.

Between Groups 3.317 3 1.106 .479 .697
Within Groups 1375.601 596 2.308
Total 1378.918 599

The post hoc table: 7.30(c) shows the influence of lifestyle on the annual income level of
the consumer towards the purchase of branded readymade garments and the highest
significance is found in case of respondents having annual income level between 200001-
500000 and more than 10,00,000 (.997) with the mean difference at -.049 and the
standard error at .223. The least significance is found in case of respondents having
annual income level between 200001-500000 and 500001-100000 (0.773) with the mean
difference at .192 and the standard error difference at 0.181.

Table- 7.30 (c): Post Hoc Results for Lifestyle on the Basis of Annual Income

95% Confidence
(I) Mean Interval
(J) Std.
Annual Difference Sig.
Annual income Error Lower Upper
income (I-J)
Bound Bound
200001-500000 -.069 .146 .974 -.478 .341
<200000 500001-100000 .123 .178 .923 -.375 .622
>100000 -.118 .220 .962 -.735 .499
<200000 .069 .146 .974 -.341 .479
200001-
500001-100000 .192 .181 .773 -.317 .701
500000
>100000 -.049 .223 .997 -.675 .576
<200000 -.123 .178 .923 -.622 .375
500001-
200001-500000 -.191 .181 .773 -.701 .317
100000
>100000 -.241 .245 .809 -.928 .446
<200000 .118 .220 .962 -.499 .735
>100000 200001-500000 .049 .223 .997 -.576 .675
500001-100000 .241 .245 .809 -.446 .928
* The Mean Difference is Significant at the 0.05 Level.

361
7.31 DESCRIPTIVE ANALYSIS OF SITUATIONAL FACTORS ON THE BASIS
OF AGE OF CHILDREN:

The table: 7.31(a) below shows that the highest mean is there in case of 133 respondents
having children less than 2 years of age in their family (23.752) and 3.759 as its standard
deviation and the least is there in case of 80 respondents having above 8 years of age
children in their family (22.862) with a standard deviation of 3.693. The total mean is
found to be at 23.417 and 3.722 as its standard deviation in case of 600 respondents.

Table- 7.31 (a): Descriptive Statistical Analysis of Situational Factors on the Basis of
Age of Children

95% Confidence
Age of Interval for
Std. Std. Mean
children N Mean Minimum Maximum
Deviation Error
(in years) Lower Upper
Bound Bound
Less than
217 23.488 3.703 .251 22.993 23.984 9.00 30.00
2 years
2 -4 133 23.752 3.759 .326 23.107 24.397 12.00 30.00
4–6 91 23.253 3.498 .367 22.524 23.981 10.00 30.00
6–8 79 23.405 4.004 .451 22.508 24.302 7.00 30.00
Above 8
80 22.862 3.693 .413 22.040 23.684 13.00 30.00
years
Total 600 23.417 3.722 .152 23.118 23.715 7.00 30.00

The value of sum of squares is found to be at 43.088 in case of between the groups and
the degree of freedom at 4 and the mean square is found to be at 10.772. The value of
sum of squares is found to be at 8256.746 in case of within the group and 595 as its
degree of freedom and 13.877 as its mean square. The total value of sum of squares is
found to be at 8299.833 and 599 as its degree of freedom. The value of F is found to be at
.776 and .541 is the significance value, as shown in table: 7.31 (b).

Table- 7.31 (b): ANNOVA Results for Situational Factors on the Basis of Age of Children

Sum of Squares df Mean Square F Sig.

Between Groups 43.088 4 10.772 .776 .541
Within Groups 8256.746 595 13.877
Total 8299.833 599

362
The table: 7.31 (c) shows that the influence of age of children in the family on the
purchase behaviour of the consumer with regard to the situational factors and the highest
significance is found in case of respondents having children upto the age group of 6 -8
years and less than 2 years (1.000) as well as in case of respondents having less than 2
years and 4 -6 years with mean difference of .083 in both the cases. The least significance
is found in case of respondents having children upto the age of 2 -4 years and above 8
years (0.584) with a mean difference of 0.889.

Table- 7.31 (c): Post Hoc Results for Situational Factors on the Basis of Age of
Children

(I) (J) 95% Confidence

Mean Interval
Age of Age of Difference Std.
Sig.
Children (in Children (in Error Lower Upper
(I-J)
years) years) Bound Bound
2- 4 -.263 .410 .981 -1.531 1.004
4-6 .236 .465 .992 -1.202 1.673
Less than 2
6- 8 .083 .489 1.000 -1.429 1.596
Above 8 .626 .487 .800 -.879 2.131
Less than 2 .263 .410 .981 -1.004 1.531
4- 6 .499 .507 .914 -1.067 2.065
2 -4
6-8 .347 .529 .980 -1.288 1.982
Above 8 .889 .527 .584 -.739 2.518
Less than 2 -.236 .465 .992 -1.673 1.202
2 -4 -.499 .507 .914 -2.065 1.067
4- 6
6 -8 -.152 .572 .999 -1.922 1.618
Above 8 .390 .571 .977 -1.374 2.154
Less than 2 -.083 .489 1.000 -1.596 1.429
2-4 -.347 .529 .980 -1.982 1.288
6 -8
4 -6 .152 .573 .999 -1.618 1.922
Above 8 .542 .591 .932 -1.283 2.368
Less than 2 -.626 .487 .800 -2.131 .879
2–4 -.889 .527 .584 -2.518 .739
Above 8
4 -6 -.390 .571 .977 -2.154 1.374
6 -8 -.543 .591 .932 -2.368 1.283
* The Mean Difference is Significant at the 0.05 Level.

363
7.32 DESCRIPTIVE STATISTICAL ANALYSIS OF REFERENCE GROUP ON
THE BASIS OF AGE OF CHILDREN:

The age of children in the family and the reference groups has a relation is clearly
depicted in table: wherein , it is quite evident that 91 respondents having children 4- 6
years of age had the highest mean (29.077) with a standard deviation of 3.739. The least
mean is found in case of 80 respondents having mean of 27.950 and 4.161 as the standard
deviation above 8 years of age. The total mean is found at 28.638 and standard deviation
of 3.836 as shown in table: 7.32 (a).

Table- 7.32 (a): Descriptive Statistical Analysis of Reference Group on the Basis of
Age of Children

95% Confidence
Age of Interval for
children Std. Std. Mean
N Mean Minimum Maximum
(in Deviation Error
years) Lower Upper
Bound Bound
Less than
217 28.728 3.849 .261 28.213 29.243 18.00 35.00
2 years
2 -4 133 28.707 3.579 .310 28.093 29.321 21.00 35.00
4–6 91 29.077 3.739 .392 28.298 29.856 9.00 35.00
6–8 79 28.468 3.977 .447 27.5777 29.359 12.00 35.00
Above 8
80 27.950 4.161 .465 27.024 28.876 17.00 35.00
years
Total 600 28.638 3.836 .156 28.331 28.946 9.00 35.00

Table: 7.32 (b) shows the value of sum of squares within the group is found to be at
60.063 and 4 as the degree of freedom and 15.016 as the mean square value. The sum of
squares within the group is found at 8752.455 with 595 as the degree of freedom and
14.710 as the mean square. The total value of sum of squares is found at 8812.518 and
599 as the degree of freedom. F value is found to be at 1.021 and .396 as the value of
significance.

Table- 7.32 (b): ANNOVA Results for Reference Group on the Basis of Age of Children

Sum of Squares df Mean Square F Sig.

Between Groups 60.063 4 15.016 1.021 .396
Within Groups 8752.455 595 14.710
Total 8812.518 599

364
The post hoc table: 7.32(c) shows the influence of reference group on the age group of
children in the family and it is found that the highest significance is there in case of
respondents having children 2 -4 years of age and less than 2 years of age (1.00) with the
mean difference at .021 whereas the respondents having children upto the age of 8 years
and above and 4 -6 years have the least significance (0.452) with the mean difference at
1.127.

Table- 7.32 (c): Post Hoc Results for Reference Group on the Basis of
Age of Children

(I) (J) 95% Confidence

Mean Interval
Age of Age of Std.
Difference Sig.
Children Children Error Lower Upper
(I-J)
(in years) (in years) Bound Bound
2- 4 .021 .422 1.00 -1.283 1.326

Less than 4 -6 -.349 .479 .970 -1.829 1.131

2 years 6 -8 .259 .504 .992 -1.297 1.817
Above 8 .778 .502 .662 -.772 2.328
Less than 2 -.021 .422 1.00 -1.326 1.284
4- 6 -.370 .522 .973 -1.982 1.242
2- 4
6 -8 .238 .545 .996 -1.445 1.922
Above 8 .757 .543 .746 -.920 2.433
Less than 2 .349 .479 .970 -1.131 1.829
2 -4 .370 .522 .973 -1.242 1.982
4–6
6 -8 .608 .589 .900 -1.214 2.431
Above 8 1.127 .588 .452 -.689 2.943
Less than 2 -.259 .504 .992 -1.817 1.297
2 -4 -.238 .545 .996 -1.922 1.445
6 -8
4- 6 -.608 .589 .900 -2.431 1.214
Above 8 .518 .608 .948 -1.361 2.398
Less than 2 -.778 .502 .662 -2.328 .772
2 -4 -.757 .543 .746 -2.433 .920
Above 8
4 -6 -1.127 .588 .452 -2.943 .689
6 -8 -.518 .608 .948 -2.398 1.361
* The Mean Difference is Significant at the 0.05 Level.

365
7.33 DESCRIPTIVE STATISTICAL ANALYSIS OF SOCIAL CLASS ON THE
BASIS OF AGE OF CHILDREN:

The age of children and the social factor has an influence on the buying behaviour of the
consumer towards branded readymade garments. As shown in table: 7.33 (a) , the highest
significance is found in case of 91 respondents (20.374) with a standard deviation of
3.257where children are 4 -6 years of age and the least mean in case of 80 respondents
(19.500) with a standard deviation of 4.115 with children above 8 years of age. The total
mean is found at 19.910 with a standard deviation of 3.596 in case of 600 respondents.

Table- 7.33 (a): Descriptive Statistical Analysis of Social Class on the Basis of Age of
Children

95% Confidence
Age of Interval for
Std. Std. Mean
children N Mean Minimum Maximum
Deviation Error
(in years) Lower Upper
Bound Bound
Less than
217 19.926 3.398 .231 19.471 20.381 8.00 25.00
2 years
2 -4 133 19.985 3.688 .319 19.352 20.618 9.00 25.00
4–6 91 20.374 3.257 .341 19.695 21.052 8.00 25.00
6–8 79 19.620 3.790 .426 18.771 20.469 10.00 25.00
Above 8
80 19.500 4.115 .460 18.584 20.416 8.00 25.00
years
Total 600 19.910 3.596 .147 19.622 20.198 8.00 25.00

The sum of squares between the groups is found at 40.446, 4 as the degree of freedom
and 10.111 as the mean square whereas the value of sum of squares within the groups is
found at 7704.694 and 595 as the degree of freedom and 12.949 as the mean square. The
total value of sum of squares is found at 7745.140 and 599 as the degree of freedom. The
value of F is found at 0.781 and 0.538 as the level of significance, as shown in table: 7.33 (b).

Table- 7.33 (b): ANNOVA Results for Social Class on the Basis of Age of Children

Sum of
df Mean Square F Sig.
Squares
Between Groups 40.446 4 10.111 .781 .538
Within Groups 7704.694 595 12.949
Total 7745.140 599

366
The post hoc table: 7.33 (c) shows the influence of social factors on the age of children in
the family while making purchase for branded readymade garments and the highest
significance is found in case of respondents having children 2 -4 years of age and less
than 2 years of age (1.00) with mean difference of -.059 and the least significance is
found in case of respondents of less than 2 years of age and 4 -6 years of age (.911) with
the mean difference of -.447.

Table- 7.33(c): Post Hoc Results for Social Class on the Basis of Age of Children

(I) (J) 95% Confidence

Mean Interval
Age of Age of Std.
Difference Sig.
Children Children Error Lower Upper
(I-J)
(in years) (in years) Bound Bound
2 -4 -.059 .396 1.00 -1.283 1.166

Less than 4 -6 -.447 .449 .911 -1.836 .941

2 years 6 -8 .306 .473 .981 -1.155 1.767
Above 8 .426 .471 .936 -1.028 1.881
Less than .059 .396 1.00 -1.166 1.283
4 -6 -.389 .489 .960 -1.901 1.124
2- 4
6 -8 .365 .511 .973 -1.215 1.944
Above 8 .485 .509 .923 -1.088 2.058
Less than 2 .447 .449 .911 -.941 1.836
2 -4 .389 .489 .960 -1.124 1.901
4–6
6 -8 .753 .553 .763 -.956 2.463
Above 8 .874 .551 .643 -.830 2.578
Less than 2 -.306 .473 .981 -1.767 1.155
2 -4 -.365 .511 .973 -1.944 1.215
6 -8
4 -6 -.753 .553 .763 -2.463 .956
Above 8 .120 .571 1.00 -1.643 1.884
Less than 2 -.426 .471 .936 -1.882 1.028
2 -4 -.485 .509 .923 -2.058 1.088
Above 8
4 -6 -.874 .551 .643 -2.578 .830
6 -8 -.120 .571 1.00 -1.884 1.643
* The Mean Difference is Significant at the 0.05 Level.

367
7.34 DESCRIPTIVE STATISTICAL ANALYSIS OF CULTURE ON THE BASIS
OF AGE OF CHILDREN:

Table: 7.34 (a) shows that 80 respondents having children above 8 years of age in their
family have the least significance (12.662) with standard deviation of 3.464 whereas the
highest mean is found in case of 79 respondents having 6 -8 years of age of children in
their family (13.924) with the standard deviation of 3.515. The total mean is found at
13.158 with 3.398 as the standard deviation.

Table- 7.34 (a): Descriptive Statistical Analysis of Culture on the Basis of Age of Children

95% Confidence
Age of Interval for
Std. Std. Mean
children N Mean Minimum Maximum
Deviation Error
(in years) Lower Upper
Bound Bound
Less than
217 13.046 3.354 .228 12.597 13.495 6.00 20.00
2 years
2 -4 133 13.406 3.282 .285 12.843 13.969 6.00 20.00
4–6 91 12.835 3.446 .361 12.118 13.553 4.00 20.00
6–8 79 13.924 3.515 .395 13.137 14.711 6.00 20.00
Above 8
80 12.662 3.464 .387 11.892 13.433 6.00 20.00
years
Total 600 13.158 3.398 .139 12.886 13.431 4.00 20.00

The table:7.34 (b) shows that the sum of squares between the groups is 86.385 with 4 as
the degree of freedom and 21.596 as the mean square whereas the sum of squares within
the groups is 6831.574 and 595 as the degree of freedom and 11.482as the mean square.
The total value of sum of squares is found at 6917.958 and 599 as the degree of freedom.
F value is found at 1.881 and .112 as the value of significance.

Table- 7.34 (b): ANNOVA Results for Culture on the Basis of Age of Children

Sum of Squares df Mean Square F Sig.

Between Groups 86.385 4 21.596 1.881 .112
Within Groups 6831.574 595 11.482
Total 6917.958 599

368
The post hoc table: 7.34 (c) shows the impact of age of children and the cultural factors
on the buying behaviour of the consumers and it is found that the highest significance is
found in case of respondents having children of age of 2 -4 years and 4 -6 years of age as
well as in the case of respondents having children of less than 2 years and 2 -4 year
(0.993) with the mean difference at 0.211. Whereas, the least significance is found in case
of respondents having children upto the age of 4 -6 years and 6 -8 years (0.360) with the
mean difference at -1.089.

Table- 7.34 (c): Post Hoc Results for Culture on the Basis of Age of Children

(I) (J) 95% Confidence

Mean Interval
Age of Age of Difference Std.
Sig.
Children (in Children Error Lower Upper
(I-J)
years) (in years) Bound Bound
2 -4 -.359 .373 .920 -1.513 .793

Less than 2 4 -6 .211 .423 .993 -1.097 1.518

years 6 -8 -.878 .445 .422 -2.254 .498
Above 8 .383 .443 .945 -.986 1.753
Less than 2 .359 .373 .920 -.793 1.513
4 -6 .571 .461 .821 -.853 1.995
2- 4
6 -8 -.518 .481 .885 -2.005 .969
Above 8 .743 .479 .662 -.738 2.225
Less than 2 -.211 .423 .993 -1.518 1.097
2 -4 -.571 .461 .821 -1.995 .853
4–6 .521
6 -8 -1.089 .521 .360 -2.699

Above 8 .173 .519 .999 -1.432 1.777

Less than 2 .878 .445 .422 -.498 2.254
2 -4 .518 .481 .885 -.969 2.005
6 -8
4 -6 1.089 .521 .360 -.521 2.699
Above 8 1.261 .537 .240 -.399 2.922
Less than 2 -.383 .443 .945 -1.753 .986
2 -4 -.743 .479 .662 -2.225 .738
Above 8
4 -6 -.173 .519 .999 -1.777 1.432
6 -8 -1.261 .537 .240 -2.922 .399
* The Mean Difference is Significant at the 0.05 Level.

369
7.35 DESCRIPTIVE STATISTICAL ANALYSIS OF PRODUCT FEATURES AND
QUALITY ON THE BASIS OF AGE OF CHILDREN:
Table: 7.35 (a) shows that the age of children in the family has influential effect on the
buying behaviour of the consumers towards branded readymade garments. The value of
mean in case of 80 respondents who have children above 8 years of age in their families
is found to be least (18.800) with 3.285 as the standard deviation and 0.367 as the
standard error. The highest significance is found in case of 91 respondents having
children of 4 -6 years of age in the family (19.472) with 2.853 as the standard deviation
and 2.853 as the standard deviation. The total mean is found at 19.203 with 3.049 as the
standard deviation and 0.124 as the standard error for 600 respondents.
Table- 7.35 (a): Descriptive Statistical Analysis of Product Features and Quality on
the Basis of Age of Children

95% Confidence
Age of Interval for
Std. Std. Mean
children N Mean Minimum Maximum
Deviation Error
(in years) Lower Upper
Bound Bound
Less than
217 19.152 2.929 .199 18.760 19.544 11.00 25.00
2 years
2 -4 133 19.376 3.168 .275 18.832 19.919 9.00 25.00
4–6 91 19.472 2.853 .299 18.878 20.067 9.00 25.00
6–8 79 19.152 3.163 .356 18.443 19.860 9.00 25.00
Above 8
80 18.800 3.285 .367 18.069 19.531 12.00 25.00
years
Total 600 19.203 3.049 .124 18.959 19.448 9.00 25.00

Table: 7.35 (b) clearly shows that the value of sum of squares between the groups is
found at 24.350 with 4 as the degree of freedom and 6.088 as the mean square. The value
of sum of squares is found at 6.088, degree of freedom at 595 and the mean square at
a9.319. The value of total sum of squares is found at 5569.193 and the degree of freedom
at 599. The value of F is found to be at .653 and significance at .625.
Table- 7.35 (b): ANNOVA Results for Product Features and Quality on the Basis of
Age of Children

Sum of Squares df Mean Square F Sig.

Between Groups 24.350 4 6.088 .653 .625
Within Groups 5544.843 595 9.319
Total 5569.193 599

370
The post hoc table: 7.35 (c) shows the influence of product features and quality on the
consumer buying behaviour towards branded readymade garments and the highest
significance is found in case of respondents having children upto the age group of less
than 2 years and 6 -8 years as well as in the case of respondents having children 2 -4
years and 4 -6 years (1.00) with the mean difference at 0.00 and -0.097 respectively.
Whereas, the least significance is found in case of respondents having children upto 4 -6
years and above 8 years of age in the family (0.724) with the mean difference at 0.672.

Table- 7.35 (c): Post Hoc Results for Product Features and Quality on the Basis of
Age of Children

(I) (J) 95% Confidence

Mean Interval
Age of Age of Difference Std.
Sig.
Children Children Error Lower Upper
(I-J)
(in years) (in years) Bound Bound
2 -4 -.224 .336 .979 -1.263 .815

Less than 2 4 -6 -.320 .381 .950 -1.498 .858

years 6 -8 .000 .401 1.00 -1.239 1.239
Above 8 .352 .399 .941 -.882 1.586
Less than 2 .224 .336 .979 -.815 1.263
4 -6 -.097 .415 1.00 -1.379 1.187
2- 4
6 -8 .224 .434 .992 -1.115 1.564
Above 8 .576 .432 .776 -.759 1.910
Less than 2 .320 .381 .950 -.858 1.498
2 -4 .096 .415 1.00 -1.187 1.379
4–6
6 -8 .321 .469 .977 -1.129 1.771
Above 8 .672 .468 .724 -.773 2.118
Less than 2 -.000 .401 1.00 -1.239 1.239
2- 4 -.224 .434 .992 -1.564 1.116
6 -8
4 -6 -.321 .469 .977 -1.771 1.129
Above 8 .352 .484 .971 -1.144 1.848
Less than 2 -.352 .399 .941 -1.586 .882
2-4 -.576 .432 .776 -1.910 .759
Above 8
4 -6 -.672 .468 .724 -2.118 .773
6 -8 -.352 .484 .971 -1.848 1.144
* The Mean Difference is Significant at the 0.05 Level.

371
7.36 DESCRIPTIVE STATISTICAL ANALYSIS OF LIFESTYLE ON THE BASIS
OF AGE OF CHILDREN:

The table: 7.36 (a) shows the highest influence is found in case of 91 respondents having
children upto 2 -4 years of age (13.022) with the standard deviation of 1.666. The least
significance is found in case of 91 respondents having children of 4 -6 years of age
(12.534) with 1.645 as the standard deviation. The total mean is found at 12.678 and the
standard deviation at 1.517.

Table- 7.36 (a): Descriptive Statistical Analysis of Lifestyle on the Basis of Age of
Children

95% Confidence
Age of Interval for
children Std. Std. Mean
N Mean Minimum Maximum
(in Deviation Error
years) Lower Upper
Bound Bound
Less than
217 12.645 1.414 .096 12.456 12.834 7.00 15.00
2 years
2 -4 133 12.534 1.645 .143 12.251 12.816 5.00 15.00
4–6 91 13.022 1.666 .175 12.675 13.369 4.00 15.00
6–8 79 12.671 1.347 .151 12.369 12.972 8.00 15.00
Above 8
80 12.625 1.529 .171 12.285 12.965 7.00 15.00
years
Total 600 12.678 1.517 .062 12.557 12.800 4.00 15.00

The table:7.36 (b) shows the value of sum of squares between the groups is at 13.994, 4
as the degree of freedom and the mean square is at 3.499 whereas the value of sum of
squares within the groups is found at 1364.924, degree of freedom at 595 and the mean
square at 2.294. The total value of sum of squares is found at 1378.918 and the degree of
freedom of 599. F value is found at 1.525 and the level of significance at 0.193.

Table- 7.36 (b): ANNOVA Results for Lifestyle on the Basis of Age of Children

Sum of Squares df Mean Square F Sig.

Between Groups 13.994 4 3.499 1.525 .193
Within Groups 1364.924 595 2.294
Total 1378.918 599

372
The post hoc table7.36 (c) : shows the influence of lifestyle on the age of children in the
family in the buying behaviour of the consumers towards branded readymade garments
and the highest influence is found in case of respondents having children of 6 -8 years and
less than 2 years as well as in the case of respondents having children upto the age of less
than 2 years and above 8 years in the family (1.00) with the mean difference at -.026 and
.020 respectively with the standard error at 0.199 in both the cases. The least significance
is found in case of respondents having children upto the age of 2 -4 years and 4 -6 years
in the family (0.231) with the mean difference at -.488 and .206 as the standard error.

Table- 7.36 (c): Post Hoc Results for Lifestyle on the Basis of Age of Children

(I) (J) 95% Confidence

Mean Interval
Age of Age of Difference Std.
Sig.
Children Children Error Lower Upper
(I-J)
(in years) (in years) Bound Bound
2 -4 .111 .167 .979 -.404 .627

Less than 2 4 -6 -.379 .189 .411 -.961 .208

years 6 -8 -.026 .199 1.00 -.641 .589
Above 8 .020 .199 1.00 -.592 .632
Less than 2 -.111 .167 .979 -.627 .404
4 -6 -.488 .206 .231 -1.125 .148
2- 4
6 -8 -.137 .215 .982 -.802 .528
Above 8 -.091 .214 .996 -.753 .571
Less than 2 .377 .189 .411 -.208 .961
2 -4 .488 .206 .231 -.148 1.125
4–6
6 -8 .351 .233 .686 -.369 1.071
Above 8 .397 .232 .571 -.320 1.114
Less than 2 .026 .199 1.00 -.589 .641
2 -4 .137 .215 .982 -.528 .802
6 -8
4 -6 -.351 .233 .686 -1.071 .369
Above 8 .046 .240 1.00 -.696 .788
Less than 2 -.020 .198 1.00 -.632 .592
2 -4 .091 .214 .996 -.571 .753
Above 8
4 -6 -.397 .232 .571 -1.114 .320
6 -8 -.046 .240 1.00 -.788 .696
* The Mean Difference is Significant at the 0.05 Level.

373
7.37 DESCRIPTIVE ANALYSIS OF SITUATIONAL FACTORS ON THE BASIS
OF FAMILY STRUCTURE:

The highest mean is found to be in case of 354 respondents from the nuclear families
(23.568) with a standard deviation of 3.622 and the least significance is found in case of
53 respondents from extended families (22.943) with 4.092 as its standard deviation. The
total value of mean in case of 600 respondents is found to be at 23.417 and the value of
standard deviation at 3.722, as per table: 7.37 (a).

Table- 7.37 (a): Descriptive Statistical Analysis of Situational Factors on the Basis of
Family Structure

95% Confidence
Interval for
Family Std. Std. Mean
N Mean Minimum Maximum
structure Deviation Error
Lower Upper
Bound Bound
Nuclear 193 23.269 3.799 .274 22.730 23.808 9.00 30.00
Extended 354 23.568 3.622 .193 23.189 23.946 7.00 30.00
Joint 53 22.943 4.092 .562 21.815 24.071 9.00 30.00
Total 600 23.417 3.722 .152 23.118 23.715 7.00 30.00

Table: 7.37 (b) shows the value of sum of squares between the squares is found to be at
24.141 with 2 as its degree of freedom and 12.070 as its mean square value. The value of
sum of squares within the groups is found at 8275.693 with 597 as its degree of freedom
and 13.862 as the mean square. The total value of sum of squares is found at 8299.833
and 599 as its degree of freedom. F value is found to be at .871 and .419 as its
significance.

Table- 7.37 (b): ANNOVA Results for Situational Factors on the Basis of Family Structure

Sum of Squares df Mean Square F Sig.

Between Groups 24.141 2 12.070 .871 .419
Within Groups 8275.693 597 13.862
Total 8299.833 599

The post hoc results in the table: 7.37 (c) shows the family structural influence on the
purchase behaviour of the consumers towards branded readymade garments and the
highest significance is found in case of respondents from nuclear and joint family (0.853)

374
with the mean difference of .326 and the least significance is found in case of
respondents from joint and extended families (.523) with a mean difference of .624.

Table- 7.37 (c): Post Hoc Results for Situational Factors on the Basis of Family
Structure

95% Confidence
(I) (J) Mean Interval
Difference Std.
Family Family Sig.
Error Lower Upper
structure structure (I-J)
Bound Bound
Extended -.298 .333 .670 -1.116 .519
Nuclear
Joint .326 .577 .853 -1.090 1.743
Nuclear .298 .333 .670 -.519 1.116
Extended
Joint .624 .548 .523 -.721 1.970
Nuclear -.326 .577 .853 -1.743 1.091
Joint
Extended -.624 .548 .523 -1.970 .721
* The Mean Difference is Significant at the 0.05 Level.

7.38 DESCRIPTIVE STATISTICAL ANALYSIS OF REFERENCE GROUP ON

THE BASIS OF FAMILY STRUCTURE:

Table: 7.38 (a) the structure of family plays a vital role in the buying behaviour of the
consumer as regard to the reference group and it is clearly stated in the table: that 193
respondents belonging to nuclear families have the highest mean value (28.777) with a
standard deviation of 3.699. The least mean value is found in case of 53 respondents
belonging to extended families (27.585) with the standard deviation of 4.294. The total
mean value is found at 28.638 and 3.836 as the standard deviation in case of 600
respondents.

Table- 7.38 (a): Descriptive Statistical Analysis of Reference Group on the Basis of
Family Structure

95%
Confidence
Family Std. Std. Interval for
N Mean Mean Minimum Maximum
structure Deviation Error
Lower Upper
Bound Bound
Nuclear 193 28.777 3.699 .266 28.252 29.302 20.00 35.00
Extended 354 28.720 3.824 .203 28.321 29.120 12.00 35.00
Joint 53 27.585 4.294 .589 26.401 28.768 9.00 35.00
Total 600 28.638 3.836 .156 28.331 28.946 9.00 35.00

375
The sum of squares between the groups is found at 64.917 with 2 as the degree of
freedom and 32.459 as the mean square. The value of sum of squares within the
groups is found at 8747.601 with 597 as the degree of freedom and 14.653 as the
mean square. The value of total sum of squares is found at 8812.518 with the degree
of freedom at 599. The value of significance is found at 0.110 and F value at 2.215, as
shown in table: 7.38 (b).

Table- 7.38 (b): ANNOVA Results for Reference Group on the Basis of
Family Structure

Sum of Squares df Mean Square F Sig.

Between Groups 64.917 2 32.459 2.215 .110
Within Groups 8747.601 597 14.653
Total 8812.518 599

The post hoc table:7.38 (c) shows that the highest mean is found in case of nuclear and
extended families (.986) with the mean difference at .057 and the least significance is
found in case of extended and joint families (0.133) with the mean difference at 1.135.

Table- 7.38 (c): Post Hoc Results for Reference Group on the Basis of
Family Structure

95% Confidence
(I) (J) Mean
Interval
Family Family Difference Std. Error Sig.
Lower Upper
structure structure (I-J)
Bound Bound
Extended .057 .342 .986 -.784 .897
Nuclear
Joint 1.192 .593 .134 -.264 2.649
Nuclear -.057 .342 .986 -.897 .784
Extended
Joint 1.135 .564 .133 -.248 2.519
Nuclear -1.192 .594 .134 -2.649 .264
Joint
Extended -1.135 .564 .133 -2.519 .248
* The Mean Difference is Significant at the 0.05 Level.

376
7.39 DESCRIPTIVE STATISTICAL ANALYSIS OF SOCIAL CLASS ON THE
BASIS OF FAMILY STRUCTURE:

Table: 7.39 (a) shows the relationship of social factors and family structure. The highest
mean is found in case of 193 respondents from nuclear family (20.062) with 3.678 as the
standard deviation whereas the least mean is found in case of 53 respondents (19.302)
with the standard deviation of 3.806. The total mean of 600 respondents is found at
19.910 and 3.596 as the standard deviation.

Table- 7.39 (a): Descriptive Statistical Analysis of Social Class on the Basis of Family
Structure

95%
Confidence
Family Std. Std. Interval for
N Mean Mean Minimum Maximum
structure Deviation Error
Lower Upper
Bound Bound
Nuclear 193 20.062 3.678 .264 19.540 20.584 9.00 25.00
Extended 354 19.918 3.519 .187 19.550 20.286 8.00 25.00
Joint 53 19.302 3.806 .523 18.253 20.351 8.00 25.00
Total 600 19.910 3.596 .147 19.622 20.198 8.00 25.00

As shown in the table:7.39 (b) the value of squares is found at 24.092 as the sum of
squares, 2 as the degree of freedom and 12.046 as the mean square and the value of sum
of squares in case of between the groups. Whereas the value of sum of squares within the
groups is found at 7721.048, 597 as the degree of freedom and 12.933 as the mean
square. The total value of sum of squares is found at 7745.140 and 599 as the degree of
freedom. The value of F is found at .931 and significance at .395.

Table- 7.39 (b): ANNOVA Results for Social Class on the Basis of Family Structure

Sum of Squares df Mean Square F Sig.

Between Groups 24.092 2 12.046 .931 .395
Within Groups 7721.048 597 12.933
Total 7745.140 599

377
The post hoc table: 7.39 (c) shows the influence of social factors on the family structure
of the consumers towards their behaviour while buying branded readymade garments and
the highest influence is found in case of respondents from nuclear and extended families
(.905) with the mean difference at 0.144 and the least influence is found in case of
respondents from nuclear and joint families (0.395) with the mean difference at 0.760.

Table- 7.39 (c): Post Hoc Results for Social Class on the Basis of Family Structure

95% Confidence
(I) (J) Mean Interval
Difference Std.
Family Family Sig.
Error Lower Upper
structure structure (I-J)
Bound Bound
Extended .144 .322 .905 -.645 .934
Nuclear
Joint .760 .558 .395 -.608 2.129
Nuclear -.144 .322 .905 -.934 .645
Extended
Joint .616 .529 .509 -.684 1.916
Nuclear -.760 .558 .395 -2.129 .608
Joint
Extended -.616 .529 .509 -1.916 .684
* The Mean Difference is Significant at the 0.05 Level.

7.40 DESCRIPTIVE STATISTICAL ANALYSIS OF CULTURE ON THE BASIS

OF FAMILY STRUCTURE:

The family structure influences the buying behaviour with regard to the culture from which
the consumer belongs to. It is evident from table: which shows that 354 respondents
belonging to extended families have the least mean (13.048) with 3.347 as the standard
deviation whereas 193 respondents belonging to nuclear families have the highest mean
13.383 with the standard deviation of 3.522. The total man of 600 respondents is found to
be at 13.158 and standard deviation as 3.398, as shown in table: 7.40 (a).

Table- 7.40 (a): Descriptive Statistical Analysis of Culture on The Basis of Family Structure

95% Confidence
Interval for
Family Std. Std. Mean
N Mean Minimum Maximum
structure Deviation Error
Lower Upper
Bound Bound
Nuclear 193 13.383 3.522 .253 12.883 13.883 6.00 20.00
Extended 354 13.048 3.347 .178 12.698 13.398 6.00 20.00
Joint 53 13.075 3.304 .454 12.165 13.986 4.00 20.00
Total 600 13.158 3.398 .139 12.886 13.431 4.00 20.00

378
The table: 7.40 (b) shows that the value of sum of squares between the groups is 14.450
and 2 as the degree of freedom and 7.225 as the mean square. The value of sum of
squares within the groups is found at 6903.509 with 597 as the degree of freedom and
11.564 as the mean square. The value of total sum of squares is at 6917.958 with 599 as
the degree of freedom. The value of significance is found to be at .625 and the value of F
is found at .536.

Table- 7.40 (b): ANNOVA Results for Culture on the Basis of Family Structure

Sum of
df Mean Square F Sig.
Squares
Between Groups 14.450 2 7.225 .625 .536
Within Groups 6903.509 597 11.564
Total 6917.958 599

The post hoc table: 7.40 (c) shows the influence of culture on the family structure in the
buying behaviour towards branded readymade garments and the least significance is
found in case of respondents from nuclear and extended family (0.998) with the mean
difference at 0.335 and 0.304 as the standard error whereas the highest significance is
found in case of extended and joint families (0.998) with mean difference at -0.308 with
0.527 as the standard error.

Table- 7.40 (c): Post Hoc Results for Culture on the Basis of Family Structure

95% Confidence
(I) (J) Mean
Std. Interval
Family Family Difference Sig.
Error Lower Upper
structure structure (I-J)
Bound Bound
Extended .335 .304 .545 -.411 1.082
Nuclear
Joint .308 .527 .843 -.986 1.602
Nuclear -.335 .304 .545 -1.082 .411
Extended
Joint -.027 .501 .998 -1.256 1.202
Nuclear -.308 .527 .843 -1.602 .986
Joint
Extended .027 .501 .998 -1.202 1.256
* The Mean Difference is Significant at the 0.05 Level.

379
7.41 DESCRIPTIVE STATISTICAL ANALYSIS OF PRODUCT FEATURES AND
QUALITY ON THE BASIS OF FAMILY STRUCTURE:

The table:7.41 (a) shows the influence of product features on the family structure and it
clearly states that the highest mean is found in case of 193 respondents (19.104) with the
standard deviation at 3.111. The least mean is found in case of 53 respondents (18.698)
with standard deviation of 3.0419. The total mean is found to be at 19.203 and standard
deviation of 3.049.

Table- 7.41 (a): Descriptive Statistical Analysis of Product Features and Quality on
the Basis of Family Structure

95% Confidence
Interval for
Family Std. Std. Mean
N Mean Minimum Maximum
structure Deviation Error
Lower Upper
Bound Bound
Nuclear 193 19.104 3.111 .224 18.662 19.545 9.00 25.00
Extended 354 19.333 3.015 .160 19.018 19.648 9.00 25.00
Joint 53 18.698 3.0419 .418 17.859 19.537 9.00 25.00
Total 600 19.203 3.049 .124 18.958 19.448 9.00 25.00

The table: 7.41 (b) shows that the value of sum of squares between the groups is at
21.429, 2 as the degree of freedom and mean squares is found at 10.715. The value of
sum of squares within groups is found at 5547.764, 597 as the degree of freedom and
9.293 as the mean square. The value of total sum of squares is found at 5569.193 and 599
as the degree of freedom. The value of F is found at 1.153 with .316 as the significance
level.

Table- 7.41 (b): ANNOVA Results for Product Features and Quality on the Basis of
Family Structure

Sum of
df Mean Square F Sig.
Squares
Between Groups 21.429 2 10.715 1.153 .316
Within Groups 5547.764 597 9.293
Total 5569.193 599

The post hoc table: 7.41 (c) shows the relationship between the product quality and
features on the buying behaviour of the consumers with regard to the family structure and
the highest significance is found in case of respondents from nuclear and extended

380
families (.702) with mean difference at -.229 and standard error is found to be at .273.
The highest significance is found in case of extended and joint families (.368) with mean
difference at .635 and standard error at .449

Table- 7.41 (c): Post Hoc Results for Product Features and Quality on the Basis of
Family Structure

95% Confidence
Mean
(I) Family (J) Family Std. Interval
Difference Sig.
structure structure Error Lower Upper
(I-J)
Bound Bound
Extended -.229 .273 .702 -.899 .439
Nuclear
Joint .405 .473 .692 -.754 1.566
Nuclear .229 .273 .702 -.439 .899
Extended
Joint .635 .449 .368 -.466 1.737
Nuclear -.405 .473 .692 -1.566 .754
Joint
Extended -.635 .449 .368 -1.737 .466
* The Mean Difference is Significant at the 0.05 Level.

7.42 DESCRIPTIVE STATISTICAL ANALYSIS OF LIFESTYLE ON THE BASIS

OF FAMILY STRUCTURE:

The table:7.42 (a) shows the influence of product features on the family structure and the
consumer buying behaviour, it is found that the highest influence is in case of 354
respondents (12.737) from extended families with standard deviation of 1.411. The least
mean is found in case of 53 respondents (12.471) with the standard deviation of 1.856.
The total mean is found at 12.678 and the standard deviation of 1.517.

Table- 7.42 (a): Descriptive Statistical Analysis of Lifestyle on the Basis of Family
Structure

95% Confidence
Interval for
Family Std. Std. Mean
N Mean Minimum Maximum
structure Deviation Error
Lower Upper
Bound Bound
Nuclear 193 12.627 1.603 .115 12.399 12.854 5.00 15.00
Extended 354 12.737 1.411 .075 12.589 12.885 7.00 15.00
Joint 53 12.471 1.856 .255 11.960 12.983 4.00 15.00
Total 600 12.678 1.517 .062 12.557 12.800 4.00 15.00

381
The table7.42 (b): shows that the value of sum of squares between the groups is found at
4.003 with 2 as the degree of freedom and 2.002 as the mean square. The value of sum of
squares within the groups is found at 1374.915 with 597 as the degree of freedom and
2.303 as the mean square. The total value of sum of squares is found at 1378.918 with
599 as the degree of freedom. The value of F is found at .869 and significance value at
.420.

Table- 7.42 (b): ANNOVA Results for Lifestyle on the Basis of Family Structure

Sum of
df Mean Square F Sig.
Squares
Between Groups 4.003 2 2.002 .869 .420
Within Groups 1374.915 597 2.303
Total 1378.918 599

The post hoc table: 7.42 (c) shows the influence of lifestyle on the family structure of the
consumer while buying branded readymade garments and the highest influence is found
in case of respondents from joint and nuclear families (0.805) with the mean difference at
.155 and the standard error at .235. The least significance is found in case of respondents
from extended and joint families (.494) with the mean difference at .266 and .223 as the
standard error.

Table- 7.42 (c): Post Hoc Results for Lifestyle on the Basis of Family Structure

95% Confidence
(I) (J) Mean
Std. Interval
Family Family Difference Sig.
Error Lower Upper
structure structure (I-J)
Bound Bound
Extended -.110 .136 .719 -.443 .223
Nuclear
Joint .155 .235 .805 -.422 .733
Nuclear .110 .136 .719 -.223 .444
Extended
Joint .266 .223 .494 -.283 .814
Nuclear -.155 .235 .805 -.733 .422
Joint
Extended -.266 .223 .494 -.814 .283
* The Mean Difference is Significant at the 0.05 Level.

382
7.43 DESCRIPTIVE ANALYSIS OF SITUATIONAL FACTORS ON THE BASIS
OF FREQUENCY OF PURCHASE:

The least mean is found in case of the 84 respondents buying branded readymade
garments once in a year (23.048) with a standard deviation of 3.522 whereas the highest
mean is found in case of 36 respondents who buy branded readymade garments every
week (23.639) with a standard deviation of 4.189. The total value of mean is found at
23.417 and 3.722 as its standard deviation (as shown in table: 7.43 (a).

Table- 7.43 (a): Descriptive Statistical Analysis of Situational Factors on the Basis of
Frequency of Purchase

95% Confidence
Frequency Interval for
Std. Std. Mean
of N Mean Minimum Maximum
Deviation Error
purchase Lower Upper
Bound Bound
Every
36 23.639 4.189 .698 22.221 25.056 14.00 30.00
week
Monthly 208 23.481 4.050 .280 22.927 24.034 7.00 30.00
Every six
272 23.452 3.460 .209 23.039 23.865 9.00 30.00
month
Once in a
84 23.048 3.522 .384 22.283 23.812 15.00 30.00
year
Total 600 23.417 3.722 .152 23.118 23.715 7.00 30.00

The table: 7.43 (b) shows that the sum of squares in case of between the groups is found
to be at 14.417 and 3 is the degree of freedom and 4.806 as its mean square whereas the
value of sum of squares within the groups is found to be at 8285.417 and 596 as its degree
of freedom and 13.902 as its mean square value. The total value of sum of squares is
found to be at 8299.833 and 599 as its degree of freedom. The value of F is found to be at
.346 and significance was found at .792.

Table- 7.43 (b): ANNOVA Results for Situational Factors on the Basis of Frequency
of Purchase

Sum of Squares df Mean Square F Sig.

Between Groups 14.417 3 4.806 .346 .792
Within Groups 8285.417 596 13.902
Total 8299.833 599

383
The table 7.43(c) shows he results of frequency of purchase and the situational factors
and it states that the highest significance is found in case of respondents who buy branded
garments every six months and every month (1.000) with the mean difference of .028 and
thee least significance is found in case of monthly purchasers and the respondents buying
branded garments once in a year (0.848) with the mean difference at .433.

Table- 7.43 (c): Post Hoc Results for Situational Factors on the Basis of Frequency
of Purchase

95% Confidence
(I) Mean
(J) Std. Interval
Buy Difference Sig.
Buy Branded Error Lower Upper
Branded (I-J)
Bound Bound
Monthly .158 .673 .997 -1.729 2.0450
Every six
.187 .661 .994 -1.667 2.0405
Every week month
Once in a
.591 .743 .889 -1.491 2.6735
year
Every week -.158 .673 .997 -2.045 1.7288
Every six
.028 .343 1.00 -.934 .9914
Monthly month
Once in a
.433 .482 .848 -.918 1.7845
year
Every week -.187 .661 .994 -2.040 1.6672
Every six Monthly -.028 .343 1.00 -.991 .9342
month Once in a
.404 .465 .860 -.900 1.7094
year
Every week -.591 .743 .889 -2.673 1.4910
Once in a Monthly -.433 .482 .848 -1.784 .9182
year Every six
-.404 .465 .860 -1.709 .9002
month
* The Mean Difference is Significant at the 0.05 Level.

7.44 DESCRIPTIVE STATISTICAL ANALYSIS OF REFERENCE GROUP ON

THE BASIS OF FREQUENCY OF PURCHASE:

The frequency of purchase and the situational factors with regard to reference group
shows that the highest mean is found in case of 208 respondents who buy branded

384
garments every month having mean value of 28.798 with a standard deviation of 3.813
and the least mean value is found in case of 84 respondents (28.107) with a standard
deviation of 3.567. The total value of mean is found at 28.638 and standard deviation of
3.836 for 600 respondents. As shown in table: 7.44 (a).

Table- 7.44 (a): Descriptive Statistical Analysis of Reference Group on the Basis of
Frequency of Purchase

95%
Confidence
Frequency Interval for
Std. Std.
of N Mean Mean Minimum Maximum
Deviation Error
purchase
Lower Upper
Bound Bound
Every
36 28.528 4.778 .796 26.911 30.144 12.00 35.00
week
Monthly 208 28.798 3.813 .264 28.277 29.319 17.00 35.00
Every six
272 28.695 3.802 .230 28.241 29.148 9.00 35.00
month
Once in a
84 28.107 3.567 .389 27.333 28.881 21.00 35.00
year
Total 600 28.638 3.836 .156 28.331 28.946 9.00 35.00

As per the table: 7.44 (b)the value of sum of squares is found to be 30.318 with 3 as the
degree of freedom and 10.106 as the mean square in case of between the groups. The
value of sum of squares is found to be at 8782.200 with a degree of freedom of 596 and
14.735 as the mean square value. The value of F is found at 0. .686 and significance of
0.561 is found. The total value of sum of squares is found at 8812.518 and 599 as the
degree of freedom.

Table- 7.44 (b): ANNOVA Results for Reference Group on the Basis of Frequency of
Purchase

Sum of
df Mean Square F Sig.
Squares
Between Groups 30.318 3 10.106 .686 .561
Within Groups 8782.200 596 14.735
Total 8812.518 599

385
The post hoc table:7.44 (c) shows the influence of reference group on the frequency of
purchase of branded readymade garments and it states that the highest influence is found
in case of respondents who buy branded readymade garments every week and those who
buy every six months (0.996) with the mean difference at -.167, whereas the least
significance is found in case of respondents buying branded readymade garments every
month and those buying once in a year (.586) with the mean difference at 0.691.

Table- 7.44 (c): Post Hoc Results for Reference Group on the Basis of Frequency of
Purchase

95% Confidence
(I) Mean
(J) Std. Interval
Buy Difference Sig.
Buy Branded Error Lower Upper
Branded (I-J)
Bound Bound

Monthly -.270 .693 .985 -2.213 1.672

Every six
-.167 .681 .996 -2.075 1.741
Every week month

Once in a
.420 .765 .960 -1.723 2.564
year

Every week .270 .693 .985 -1.672 2.213

Every six
.103 .353 .994 -.888 1.094
Monthly month
Once in a
.691 .496 .586 -.700 2.082
year

Every week .167 .681 .996 -1.741 2.076

Every six Monthly -.103 .353 .994 -1.094 .888
month Once in a
.588 .479 .681 -.756 1.931
year

Every week -.420 .765 .960 -2.564 1.723

Once in a Monthly -.691 .496 .586 -2.082 .700

year
Every six
-.588 .479 .681 -1.931 .756
month
* The Mean Difference is Significant at the 0.05 Level.

386
7.45 DESCRIPTIVE STATISTICAL ANALYSIS OF SOCIAL CLASS ON THE
BASIS OF FREQUENCY OF PURCHASE:

The table: 7.45 (a) shows the highest influence of social factors is found in case of 36
respondents who buy the branded readymade garments every week (20.083) with
standard deviation of 3.790. The least mean is found in case of 84 respondents (19.417)
with the standard deviation of 3.733. The total value of mean for 600 respondents is
found at 19.910 and the standard deviation of 3.596.

Table- 7.45 (a): Descriptive Statistical Analysis of Social Class on the Basis of
Frequency of Purchase

95% Confidence
Frequency Interval for
Std. Std. Mean
of N Mean Minimum Maximum
Deviation Error
purchase Lower Upper
Bound Bound
Every
36 20.083 3.790 .632 18.801 21.366 10.00 25.00
week
Monthly 208 19.957 3.596 .249 19.465 20.448 8.00 25.00
Every six
272 20.003 3.534 .214 19.582 20.426 8.00 25.00
month
Once in a
84 19.417 3.733 .407 18.607 20.227 8.00 25.00
year
Total 600 19.910 3.596 .147 19.622 20.198 8.00 25.00

As per table: 7.45 (b), the value of sum of squares is found at 24.366, degree of freedom
as 3 and 8.122 as the mean square in case of between the groups whereas the sum of
squares in case of within the groups is 7720.774, degree of freedom at 596 and 12.954 as
the mean square. The total value of sum of squares is 7745.140 and 599 as the degree of
freedom. The value of F is found at .627 with significance at .598.

Table- 7.45 (b): ANNOVA Results for Social Class on the Basis of Frequency of
Purchase

Sum of
df Mean Square F Sig.
Squares
Between Groups 24.366 3 8.122 .627 .598
Within Groups 7720.774 596 12.954
Total 7745.140 599

387
The post hoc table:7.45 (c) shows the influence of social factors on the frequency of
purchase of consumers towards branded readymade garments and the highest influence is
found in case of respondents who buy every week and every six months (0.999) with the
mean difference at 0.079. The least influence is found in case of respondents buying
branded readymade garments every month and those who buy once in a year (0.718) with
the mean difference at 0.540.

Table- 7.45 (c): Post Hoc Results for Social Class on the Basis of Frequency of
Purchase

95% Confidence
(I) Mean
(J) Std. Interval
Buy Difference Sig.
Buy Branded Error Lower Upper
Branded (I-J)
Bound Bound

Monthly .127 .649 .998 -1.695 1.948

Every six
.079 .638 .999 -1.709 1.869
Every week month

Once in a
.667 .717 .834 -1.343 2.677
year

Every week -.127 .649 .998 -1.948 1.695

Every six
-.047 .331 .999 -.976 .882
Monthly month
Once in a
.540 .465 .718 -.764 1.844
year

Every week -.079 .638 .999 -1.869 1.709

Every six Monthly .047 .331 .999 -.882 .976

month Once in a
.587 .449 .636 -.672 1.846
year

Every week -.667 .717 .834 -2.677 1.343

Once in a Monthly -.540 .465 .718 -1.845 .764

year
Every six
-.587 .449 .636 -1.846 .672
month
* The Mean Difference is Significant at the 0.05 Level.

388
7.46 DESCRIPTIVE STATISTICAL ANALYSIS OF CULTURE ON THE BASIS
OF FREQUENCY OF PURCHASE:

The frequency of purchase influences the buying behaviour of the consumer towards the
branded readymade garments and the table: 7.46 (a) shows that 84 respondents who buy the
branded readymade garments once in a year have the least mean (12.869) with 3.029 as the
standard deviation whereas the 36 respondents who buy branded readymade garments ever
week have the highest significance (13.639) with 3.365 as the standard deviation. The total
mean of 600 respondents is found at 13.158 with standard deviation of 3.398.

Table- 7.46 (a):Descriptive Statistical Analysis of Culture on the Basis of Frequency

of Purchase

95% Confidence
Frequency Interval for
Std. Std. Mean
of N Mean Minimum Maximum
Deviation Error
purchase Lower Upper
Bound Bound
Every
36 13.639 3.365 .561 12.500 14.777 8.00 20.00
week
Monthly 208 13.115 3.480 .241 12.639 13.591 6.00 20.00
Every six
272 13.217 3.456 .209 12.804 13.629 4.00 20.00
month
Once in a
84 12.869 3.029 .330 12.212 13.526 6.00 20.00
year
Total 600 13.158 3.398 .139 12.886 13.431 4.00 20.00

Table: 7.46 (b) shows that the value of sum of squares between the groups is 16.660 with
3 as the degree of freedom and 5.553 as the mean square whereas the value of sum of
squares within the groups is found at 6901.298 with 596 as the degree of freedom and
11.579 as the mean square. The total value of sum of squares is found at 6917.958 degree
of freedom is found to be at 599. F value is found to be at .480 and significance value of
.697 is found.

Table- 7.46 (b): ANNOVA Results for Culture on the Basis of Frequency of
Purchase

Sum of Squares df Mean Square F Sig.

Between Groups 16.660 3 5.553 .480 .697
Within Groups 6901.298 596 11.579
Total 6917.958 599

389
The post hoc table:7.46 (c) shows the influence of cultural factors on the buying
behaviour of the consumers on the basis of frequency of purchase and the highest
significance is found in case of respondents who buy branded readymade garments every
six months and every monthly (0.991) with the mean difference of -.101 and standard
error at 0.313. The least significance is found in case of respondents purchasing branded
readymade garments every week and once in a year (0.732) with the mean difference at
.769 and standard error at .678.

Table- 7.46 (c): Post Hoc Results for Culture on the Basis of Frequency of Purchase

95% Confidence
(I) Mean
(J) Std. Interval
Buy Difference Sig.
Buy Branded Error Lower Upper
Branded (I-J)
Bound Bound
Monthly .523 .614 .867 -1.199 2.246

Every six
.422 .603 .921 -1.269 2.114
Every week month

Once in a
.769 .678 .732 -1.130 2.670
year

Every week -.523 .614 .867 -2.246 1.199

Every six
-.101 .313 .991 -.980 .777
Monthly month
Once in a
.246 .439 .957 -.987 1.479
year
Every week -.422 .603 .921 -2.114 1.269

Every six Monthly .101 .313 .991 -.777 .980

month Once in a
.348 .425 .880 -.843 1.539
year

Every week -.769 .678 .732 -2.670 1.130

Once in a Monthly -.246 .439 .957 -1.479 .987

year Every six
-.348 .425 .880 -1.539 .843
month
* The Mean Difference is Significant at the 0.05 Level.

390
7.47 DESCRIPTIVE STATISTICAL ANALYSIS OF PRODUCT FEATURES AND
QUALITY ON THE BASIS OF FREQUENCY OF PURCHASE:

Table: 7.47(a) shows that the frequency of purchase has the influence on the buying
behaviour of consumers towards branded readymade garments. It is found that the highest
significance is there in case of 272 respondents who buy branded garments every six
months (19.419) and 3.106 as the standard deviation. The least significance is found in
case of 84 respondents (18.774) with 2.808 as the standard deviation. The total mean at
19.203 with 3.049 as the standard deviation.

Table- 7.47 (a): Descriptive Statistical Analysis of Product Features and Quality on
the Basis of Frequency of Purchase

95%
Confidence
Frequency Interval for
Std. Std.
of N Mean Mean Minimum Maximum
Deviation Error
purchase
Lower Upper
Bound Bound
Every
36 19.194 3.632 .605 17.966 20.423 9.00 25.00
week
Monthly 208 19.096 2.955 .205 18.692 19.500 9.00 25.00
Every six
272 19.419 3.106 .188 19.048 19.789 9.00 25.00
month
Once in a
84 18.774 2.808 .306 18.164 19.383 11.00 25.00
year
Total 600 19.203 3.049 .124 18.959 19.448 9.00 25.00

The table: 7.47 (b) shows that the value of sum of squares between the groups is at 30.555
with 3 as the degree of freedom and 10.185 as the mean square. The value of sum of squares
is found at 5538.639, 596 as the degree of freedom and 9.293 as the mean square in case
of within groups. The value of sum of squares is found at 5569.193 and 599 as the degree
of freedom. The value of significance is found at 1.096 and F value is found at .350.

Table- 7.47 (b): ANNOVA Results for Product Features and Quality on the Basis of
Frequency of Purchase

Sum of
df Mean Square F Sig.
Squares
Between Groups 30.555 3 10.185 1.096 .350
Within Groups 5538.639 596 9.293
Total 5569.193 599

391
The post hoc table:7.47 (c) shows the influence of product quality and features on the
buying behaviour towards branded readymade garments and the highest significance is
found in case of respondents who purchase branded readymade garments every week and
on monthly basis (0.998) with the mean difference at 0.983 and the standard error at
0.551. The least significance is found in case of respondents who buy branded readymade
garments every six months and once in a year (0.412) with mean difference at 0.645 and
the standard error at 0.380.

Table- 7.47 (c): Post Hoc Results for Product Features and Quality on the Basis of
Frequency of Purchase

95% Confidence
(I) Mean Interval
(J) Std.
Buy Difference Sig.
Buy Branded Error Lower Upper
Branded (I-J)
Bound Bound
Monthly .0983 .551 .998 -1.444 1.641
Every six
-.225 .541 .982 -1.740 1.291
Every week month
Once in a
.420 .607 .923 -1.282 2.123
year
Every week -.098 .550 .998 -1.641 1.444
Every six
-.323 .281 .724 -1.110 .464
Monthly month
Once in a
.322 .394 .880 -.782 1.427
year
Every week .225 .541 .982 -1.291 1.740
Every six Monthly .323 .281 .724 -.464 1.110
month Once in a
.645 .380 .412 -.421 1.712
year
Every week -.421 .607 .923 -2.123 1.282
Once in a Monthly -.322 .394 .880 -1.427 .782
year Every six
-.645 .380 .412 -1.712 .421
month
* The Mean Difference Is Significant At The 0.05 Level

7.48 DESCRIPTIVE STATISTICAL ANALYSIS OF LIFESTYLE ON THE BASIS

OF FREQUENCY OF PURCHASE:

Table: 7.48 (a) shows the relation of frequency of purchase with the consumer buying
behaviour and lifestyle of the consumers and it shows that the highest mean is there in
case of 36 respondents who buy branded readymade garments every week (12.861) with

392
standard deviation of 1.743. The least significance is found in case of 84 respondents
buying branded garments on monthly basis (12.440) with standard deviation of 1.365.
The total mean of 600 respondents is found at 12.678 with standard deviation of 1.517.

Table- 7.48 (a): Descriptive Statistical Analysis of Lifestyle on the Basis of

Frequency of Purchase

95%
Confidence
Frequency Interval for
Std. Std.
of N Mean Mean Minimum Maximum
Deviation Error
purchase
Lower Upper
Bound Bound
Every
36 12.861 1.743 .290 12.271 13.451 8.00 15.00
week
Monthly 208 12.798 1.382 .096 12.609 12.987 8.00 15.00
Every six
272 12.636 1.622 .098 12.442 12.829 4.00 15.00
month
Once in a
84 12.440 1.365 .149 12.144 12.737 7.00 15.00
year
Total 600 12.678 1.517 .062 12.557 12.800 4.00 15.00

The value of sum of squares is found at 9.424 with degree of freedom at 3 and 3.141 as
the mean square in case of between the groups. The value of sum of squares within the
groups is found at 1369.494 with 596 as the degree of freedom and the mean square at
2.298. The total value of sum of squares is found at 1378.918 with the degree of freedom
at 599. The value of F is found at 1.367 and significance level is found at .252, as shown
in table: 7.48 (b).

Table- 7.48 (b): ANNOVA Results for Lifestyle on the Basis of Frequency of Purchase

Sum of Squares df Mean Square F Sig.

Between Groups 9.424 3 3.141 1.367 .252
Within Groups 1369.494 596 2.298
Total 1378.918 599

The post hoc table: 7.48 (c) shows the influence of lifestyle on the frequency of purchase
of the buyers in the buying process towards branded readymade garments and the highest
significance is found in case of respondents who buy branded readymade garments every
week and on monthly basis (0.997) with the mean difference at .063 and .274 as the

393
standard error. The least significance is found in case of respondents who buy branded
readymade garments once in a year and on monthly basis (.063) with the mean difference
at .357 and 0.196 as the standard error.

Table- 7.48 (c): Post Hoc Results for Lifestyle on the Basis of Frequency of Purchase

95% Confidence
(I) Mean Interval
(J) Std.
Buy Difference Sig.
Buy Branded Error Lower Upper
Branded (I-J)
Bound Bound
Monthly .063 .274 .997 -.704 .830
Every six
.225 .269 .873 -.528 .979
Every week month
Once in a
.420 .302 .585 -.426 1.267
year
Every week -.063 .274 .997 -.830 .704
Every six
.162 .139 .718 -.229 .553
Monthly month
Once in a
.357 .196 .344 -.192 .907
year
Every week -.225 .269 .873 -.979 .529
Every six Monthly -.162 .139 .718 -.553 .229
month Once in a
.195 .189 .785 -.335 .726
year
Every week -.421 .302 .585 -1.267 .426
Once in a Monthly -.358 .196 .344 -.907 .192
year
Every six
-.195 .189 .785 -.726 .335
month
* The Mean Difference is Significant at the 0.05 Level.

7.49 DESCRIPTIVE ANALYSIS OF SITUATIONAL FACTORS ON THE BASIS

OF GENDER:

The t test is conducted in order to find out the mean values in case of gender, residential
status and residential area and the following results are obtained. The data so collected
from 324 females had higher mean (23.651) and the standard deviation is found at 3.600
and 0.200 as its standard error mean. Whereas, the mean in case of 276 males is found to
be lower (23.141) and 3.849 as its standard deviation and 0. 3.849as its standard error
mean, as shown in table: 7.49 (a).

394
Table- 7.49 (a): Descriptive Statistical Analysis of Situational Factors on the Basis of
Gender

Gender N Mean Std. Deviation Std. Error Mean

Male 276 23.141 3.849 .232
Female 324 23.651 3.600 .200

The table7.49 (b) shows that the t value of situational factors with regard to the gender of
the respondents is found to be higher when equal variances are assumed (-1.675) and 598
as its degree of freedom and the value of F is found to be at 1.158. The significance value
is found to be at .282 and the value of significance in two tailed test is found at .094. The
mean difference is found at -.509 and standard error difference is at .304. The lower level
of 95% confidence level is found at -1.108 and upper value at .088. The t value is found
at -1.666 and the degree of freedom 568.756 and the significance of two tailed 0.96 and
mean difference of -.509 and the value of standard error difference is found at .306, in
case of equal variances not assumed. The lower level is at -1.111 and upper value is at
.091.

Table- 7.49 (b): Independent Sample Test for Equality of Mean Situational factors
on the Basis of Gender

Levene's
Test for
t-test for Equality of Means
Equality of
Variances

95%
Sig. Confidence
Mean Std. Error Interval of the
F Sig. t df (2-
Difference Difference Difference
tailed)
Lower Upper

Equal
variances 1.158 .282 -1.675 598 .094 -.509 .304 -1.108 .088
assumed

Equal
variances
-1.666 568.756 .096 -.509 .306 -1.111 .091
not
assumed

395
7.50 DESCRIPTIVE STATISTICAL ANALYSIS OF REFERENCE GROUP ON
THE BASIS OF GENDER:
The gender of the respondents have an influence on the buying behaviour of the
consumers towards branded readymade garments which is clearly depicted in table: 7.50
(a) which shows that the 324 female respondents have a higher mean significance
(28.870) with 3.756 as the standard deviation and 0.209 as the standard error mean as
compared to 276 females with mean value of 28.366 and 3.916 as the standard deviation
and the value of standard error mean is found at 0.236.
Table- 7.50 (a):Descriptive Statistical Analysis of Reference Group on the Basis of
Gender
Gender N Mean Std. Deviation Std. Error Mean
Male 276 28.366 3.916 .236
Female 324 28.870 3.756 .209

Table: 7.50 (b) shows that the significance value is found to be at 0.224 and F value at
1.485 in case of equal variances assumed. At the same time, the t value is found at -1.608
and 598 as the degree of freedom and 0.108 as the significance value (two tailed). The
mean difference is found to be at -.504 and 0.314 as the standard error difference and -
1.121 as the lower bound and 0.112 as the upper bound. The t value in case of equal
variances not assumed is found at -1.602 with 574.482 as the degree of freedom and
0.110 is the significance value (two tailed). The mean difference is found at -.504 with the
standard error difference of 0.314 and the lower bound value at -1.123and 0.114 as the
upper bound value.
Table- 7.50 (b): Independent Sample Test for Equality of Mean Reference Group on
the Basis of Gender
Levene's
Test for
t-test for Equality of Means
Equality of
Variances
95% Confidence
Std. Interval of the
Sig. (2- Mean
F Sig. t df Error Difference
tailed) Difference
Difference
Lower Upper
Equal
variances 1.485 .224 -1.608 598 .108 -.504 .314 -1.121 .112
assumed
Equal
variances -1.602 574.482 .110 -.504 .314 -1.123 .114
not assumed

396
7.51 DESCRIPTIVE STATISTICAL ANALYSIS OF SOCIAL CLASS ON THE
BASIS OF GENDER:
Table: 7.51 (a) shows that the mean in case of 324 females is higher (19.988) with a
standard deviation of 3.394 with standard error mean of .188 as compared to 276 males
having a mean of 19.819 and standard deviation of 3.824 and standard error mean of .230.
This table shows that the female consumers are more influenced by social factors in the
purchase of branded readymade garments.
Table- 7.51 (a): Descriptive Statistical Analysis of Social Class on the Basis of
Gender

Gender N Mean Std. Deviation Std. Error Mean

Male 276 19.819 3.824 .230
Female 324 19.988 3.394 .188

The value of F is found at 4.898, significance level .027 and t value at -.573 in case of
equal variances assumed. The degree of freedom is at 598 and the value of two tailed
significance (.567) with .295 as the standard error difference and -.748 as the lower bound
and .409 as the upper bound. Whereas, the t value is found at -.567, degree of freedom at
555.079 and the value of significance (two tailed) is found at .571. The mean difference is
found at -.169 and standard error difference is found at .297. The lower bound is at -.753
and upper bound at .416. As shown in table: 7.51 (b).
Table- 7.51 (b): Independent Sample Test for Equality of Mean Social Class on the
Basis of Gender

Levene's
Test for
t-test for Equality of Means
Equality of
Variances
95%
Sig. Std. Confidence
Mean Interval of the
F Sig. t df (2- Error
Difference Difference
tailed) Difference
Lower Upper
Equal
variances 4.898 .027 -.573 598 .567 -.169 .295 -.748 .409
assumed
Equal
variances
-.567 555.079 .571 -.169 .297 -.753 .416
not
assumed

397
7.52 DESCRIPTIVE STATISTICAL ANALYSIS OF CULTURE ON THE BASIS
OF GENDER:
Table: 7.52 (a) shows that 324 females are found to be having higher significance
(13.336) with standard deviation 3.395 and standard error mean of 0.189. 276 males
having the mean of 12.949, standard deviation of 3.397 and standard error mean is found
at 0.204. This states that the culture influences the purchase behaviour of the consumer
with regard to gender.
Table- 7.52 (a): Descriptive Statistical Analysis of Culture on the Basis of Gender

Gender N Mean Std. Deviation Std. Error Mean

Male 276 12.949 3.397 .204
Female 324 13.336 3.395 .189

The table: 7.52 (b) shows that the value of significance in case when equal variances are
assumed is at 0. .979 and F value is found at .001 and the t value at -1.392. The degree of
freedom is found at 598 and the level of two tailed significance is at 0.164 and mean
difference of -.387, standard error difference at .278. The lower bound is at -.933 and
upper bound at .159. The value of t in case when equal variances are not assumed is
found at -1.392, degree of freedom at 582.811 and the significance (two tailed) is 0.165.
The mean difference is found at -.387 and the standard error difference at .278, the lower
bound is at -.933and upper bound .159.
Table- 7.52 (b): Independent Sample Test for Equality of Mean Culture on the Basis
of Gender

Levene's
Test for
t-test for Equality of Means
Equality of
Variances
95%
Sig. Std. Confidence
Mean Interval of the
F Sig. t df (2- Error
Difference Difference
tailed) Difference
Lower Upper
Equal
variances .001 .979 -1.392 598 .164 -.387 .278 -.933 .159
assumed
Equal
variances
-1.392 582.811 .165 -.387 .278 -.933 .159
not
assumed
* The Mean Difference is Significant at the 0.05 Level.

398
7.53 DESCRIPTIVE STATISTICAL ANALYSIS OF PRODUCT FEATURES AND
QUALITY ON THE BASIS OF GENDER:
Table: 7.53 (a) shows the gender difference on the purchase of branded readymade
garments, wherein, the 324 females have a higher mean (19.414) with standard deviation
of 3.060 and .170 as the standard error mean. Whereas, the 276 males had the mean value
at 18.956 with the standard deviation of 3.023 and 0.182 as the standard error mean.
Table- 7.53 (a): Descriptive Statistical Analysis of Product Features and Quality on
the Basis of Gender

Gender N Mean Std. Deviation Std. Error Mean

Male 276 18.956 3.023 .182
Female 324 19.414 3.060 .170

Table: 7.53 (b) shows that the value of significance in case of equal variances assumed is
found at .695, F value at .154 and t value at -1.834 and the degree of freedom is found at
598. The value of significance (two tailed) is found at .067, the mean difference at -.457
and standard error difference is at .249. The lower bound is at -.947 and the upper bound
value is found at .032. The t value in case of equal variances not assumed, is found at -
1.835 and the degree of freedom at 585.063. The mean difference is found at -.457 and
.067 as the value of two tailed significance and .249 as the standard error difference. The
lower bound value is found at -.946 and the upper bound at .032.
Table- 7.53 (b): Independent Sample Test for Equality of Mean Product Features
and Quality on the Basis of Gender

Levene's
Test for
t-test for Equality of Means
Equality of
Variances
95%
Sig. Confidence
Mean Std. Error Interval of the
F Sig. t df (2-
Difference Difference Difference
tailed)
Lower Upper
Equal
variances .154 .695 -1.834 598 .067 -.457 .249 -.947 .032
assumed
Equal
variances
-1.835 585.063 .067 -.457 .249 -.946 .032
not
assumed

399
7.54 DESCRIPTIVE STATISTICAL ANALYSIS OF LIFESTYLE ON THE BASIS
OF GENDER:
The gender and the lifestyle influence is studied in the table: and it shows that 276
females have higher significance (12.744) with standard deviation of 1.579 and standard
error mean of .088 as compared to 324 females having mean of 12.744, 1.579 as the
standard deviation and standard error mean as .088, as per table: 7.54 (a).
Table- 7.54 (a): Descriptive Statistical Analysis of Lifestyle on the Basis of Gender

Gender N Mean Std. Deviation Std. Error Mean

Male 276 12.601 1.439 .087
Female 324 12.744 1.579 .088

The table: 7.54 (b) shows the value of F is at .000 with .985 as the significance and t
value at -1.146. The degree of freedom is found at 598 and the value of two tailed
significance at .252 with mean difference of -.142 in case when equal variances are
assumed. The standard error difference is at .124, the lower bound at -.386 and upper
bound at .102. In case of equal variances not assumed, the t value is found at -1.154 with
degree of freedom at 595.233 and .249 as the value of two tailed significance. The mean
difference is found at -.142 and the standard error difference is at .124. The lower bound
is at -.385 and the upper bound at .099.
Table- 7.54 (b): Independent Sample Test for Equality of Mean Lifestyle on the
Basis of Gender

Levene's
Test for
Equality t-test for Equality of Means
of
Variances
95%
Sig. Confidence
Mean Std. Error Interval of the
F Sig. t df (2-
Difference Difference Difference
tailed)
Lower Upper
Equal
variances .000 .985 -1.146 598 .252 -.142 .124 -.386 .102
assumed
Equal
variances
-1.154 595.233 .249 -.142 .124 -.385 .099
not
assumed

400
7.55 DESCRIPTIVE ANALYSIS OF SITUATIONAL FACTORS ON THE BASIS
OF MARITAL STATUS:
As far as the marital status is concerned, the mean value of 230 unmarried respondents is
found to be higher (23.465) with a standard deviation of 3.779 and .249 as its standard
error mean. The value of mean in case of 370 married respondents is found to be at
23.386 and 3.691 as its standard deviation and .192 as its standard error mean as shown in
table: 7.55 (a).
Table- 7.55 (a): Descriptive Statistical Analysis of Situational Factors on the Basis of
Marital Status

Marital status N Mean Std. Deviation Std. Error Mean

Married 370 23.386 3.691 .192
Single 230 23.465 3.779 .249

The value of significance in case when equal variances are assumed, is found at .651 and
.205 as its F value and the t value is found at -.252. The degree of freedom is found at 598
and the value of significance (two tailed) is found at 0.801. The mean difference is -.078
and .312 as its standard error difference. The lower level is found at -.693 and the upper at
.536 (as shown in table: ). Equal variances not assumed gives the t value at -.250 and
476.996 as the degree of freedom and the value of significance (two tailed) .802 and the
mean difference is found at -.078 and .314 as the standard error mean. The lower level is
at -.696 and the upper level at .539.
Table- 7.55 (b): Independent Sample Test for Equality of Mean Situational Factors
on the Basis of Marital Status

Levene's
Test for
Equality t-test for Equality of Means
of
Variances
95% Confidence
Std. Interval of the
Sig. (2- Mean
F Sig. t df Error Difference
tailed) Difference
Difference
Lower Upper
Equal
variances .205 .651 -.252 598 .801 -.078 .312 -.693 .536
assumed
Equal
variances -.250 476.996 .802 -.078 .314 -.696 .539
not assumed

401
7.56 DESCRIPTIVE STATISTICAL ANALYSIS OF REFERENCE GROUP ON
THE BASIS OF MARITAL STATUS:
Table: 7.56 (a) shows that the marital status of the consumer has significant influence on
the purchase behaviour towards branded readymade garments and the results show that
230 unmarried respondents have a higher mean significance value (28.570) and 3.727 as
the standard deviation and 0.194 as the standard error mean as compared to the 370
respondents who are single as they have the mean value at 28.748 and 4.009 as the
standard deviation and standard error mean is found at 0.252.
Table- 7.56 (a): Descriptive Statistical Analysis of Reference Group on the Basis of
Marital Status

Marital status N Mean Std. Deviation Std. Error Mean

Married 370 28.570 3.727 .194
Single 230 28.748 4.009 .264

The table: 7.56(b) shows that the value of t is higher in case of equal variances assumed (-
.551) as compared to equal variances not assumed (-.542). The degree of freedom is
found to be 598 and 458.942 and the value of significance at .582 and 0.588 respectively.
It is also found that the mean difference in case of equal variance assumed and when
equal variances not assumed is found to be at -.177. The lower bound is found at -.810
and .455 as lower bound in case of equal variances assumed and -.821as lower and .467
as upper bound in case when equal variances are not assumed. The value of F is found to
be at 0.612 and significance at 0.434.
Table- 7.56 (b): Independent Sample Test for Equality of Mean Reference Group on
the Basis of Marital Status

Levene's
Test for
t-test for Equality of Means
Equality of
Variances
95% Confidence
Sig. Std. Interval of the
Mean
F Sig. t df (2- Error Difference
Difference
tailed) Difference
Lower Upper
Equal
variances .612 .434 -.551 598 .582 -.177 .322 -.810 .455
assumed
Equal
variances -.542 458.942 .588 -.177 .328 -.821 .467
not assumed

402
7.57 DESCRIPTIVE STATISTICAL ANALYSIS OF SOCIAL CLASS ON THE
BASIS OF MARITAL STATUS:
Table: 7.57(a) shows that the least influence of social class is found in case of 370
married consumers (19.843) with a standard deviation of 3.783 and .197 as the standard
error mean as compared to 270 unmarried consumers having mean of 20.017 and standard
deviation of 3.277 and .216 as standard error mean.
Table- 7.57 (a): Descriptive Statistical Analysis of Social Class on the Basis of
Marital Status

Marital status N Mean Std. Deviation Std. Error Mean

Married 370 19.843 3.783 .197
Single 230 20.017 3.277 .216

Table: 7.57(a) shows in case when equal variances are assumed, the value of significance
is at .025, the value of t is at -.576 and F value is at 5.021 with the degree of freedom at
598. The value of significance (two tailed) is found at .565 with a mean difference of -
.174 and standard error difference is at .302. The lower bound is found at -.767 and upper
bound at .419 in case of equal variance assumed. When equal variances are not assumed,
the t value is found at -.596, degree of freedom 536.856 and significance (two tailed) .551
, with mean difference at -.174 and the standard error difference .292. The value of lower
bound is at -.748 and upper bound at .399.
Table- 7.57 (b): Independent Sample Test for Equality of Mean Social Class on the
Basis of Marital Status

Levene's Test
for Equality t-test for Equality of Means
of Variances
95% Confidence
Sig. Interval of the
Mean Std. Error
F Sig. t df (2- Difference
Difference Difference
tailed)
Lower Upper
Equal
variances 5.021 .025 -.576 598 .565 -.174 .302 -.767 .419
assumed
Equal
variances
-.596 536.856 .551 -.174 .292 -.748 .399
not
assumed

403
7.58 DESCRIPTIVE STATISTICAL ANALYSIS OF CULTURE ON THE BASIS
OF MARITAL STATUS:
The culture to which the consumer belongs influences the buying behaviour which is
shown in table: 7.58(a) it shows that 370 married respondents have higher mean (13.313)
with a standard deviation (3.396) and standard error mean (0.176).The mean in case of
230 respondents who are single have a significance of 12.908, standard deviation of 3.395
and standard error mean of 0. .224.
Table- 7.58 (a): Descriptive Statistical Analysis of Culture on the Basis of Marital
Status

Marital Status N Mean Std. Deviation Std. Error Mean

Married 370 13.313 3.396 .176
Single 230 12.908 3.395 .224

The value of F is found at 0.648 and significance of 0.421 and the t value is found at
1.420, the degree of freedom is found at 598. The value of significance (two tailed) is
found at 0.156 and the mean difference is at 0.404. The standard error difference is found
at 0.285 and the lower bound at -.155 and upper bound at .965. Whereas, the value of t in
case when the equal variances are not assumed, is found at 1.420, degree of freedom at
485.850 and the value of significance (two tailed) is found at .156 with a mean difference
of 0 .404 . The standard error mean is found at 0.285 and the lower bound is at -.155 and
upper bound at .965, as shown in table: 7.58 (b).
Table- 7.58 (b): Independent Sample Test for Equality of Mean Culture on the Basis
of Marital Status

Levene's
Test for
t-test for Equality of Means
Equality of
Variances
95% Confidence
Sig. Interval of the
Mean Std. Error
F Sig. t df (2- Difference
Difference Difference
tailed)
Lower Upper
Equal
variances .648 .421 1.420 598 .156 .404 .285 -.155 .965
assumed
Equal
variances
1.420 485.850 .156 .404 .285 -.155 .965
not
assumed

404
7.59 DESCRIPTIVE STATISTICAL ANALYSIS OF PRODUCT FEATURES AND
QUALITY ON THE BASIS OF MARITAL STATUS:
Table: 7.59(a) shows the influence of marital status on the purchase behaviour towards
the branded readymade garments and it is found that 230 respondents who are single have
a lesser mean (19.183) and standard deviation of 3.024 and standard error mean at .199 as
compared to 370 respondents who are married with 19.216 as mean, standard deviation of
3.069 and standard error mean of 0.159. Thus, stating that the married consumers are
more influenced by product quality and features than the unmarried respondents.
Table- 7.59 (a): Descriptive Statistical Analysis of Product Features and Quality on
the Basis of Marital Status

Marital status N Mean Std. Deviation Std. Error Mean

Married 370 19.216 3.069 .159
Single 230 19.183 3.024 .199

The table: 7.59 (b) shows F value is at .001 and .131 as the t value and .972 as the value
of significance with 598 as the degree of freedom. The mean difference is at .034 and
0.256 as the standard error mean with -.469 as the lower bound and .537 as the upper
bound in case when equal variances are assumed. In case of equal variances not assumed,
t value is found at .132 with 491.098 as the degree of freedom and two tailed significance
as .895 with .034 as the mean difference. The lower bound is found at -.468 and .535 as
the upper bound.
Table- 7.59 (b): Independent Sample Test for Equality of Mean Product Features
and Quality on the Basis of Marital Status

Levene's
Test for
t-test for Equality of Means
Equality of
Variances
95% Confidence
Sig. Interval of the
Mean Std. Error
F Sig. t df (2- Difference
Difference Difference
tailed)
Lower Upper
Equal
variances .001 .972 .131 598 .896 .034 .256 -.469 .537
assumed
Equal
variances
.132 491.098 .895 .034 .255 -.468 .535
not
assumed

405
7.60 DESCRIPTIVE STATISTICAL ANALYSIS OF LIFESTYLE ON THE BASIS
OF MARITAL STATUS:
The table: 7.60(a) shows that the higher mean is found in case of 230 unmarried
respondents (12.687) with standard deviation of 12.687 and .103 as the standard error
mean. The mean in case of 370 married respondents (12.673) with standard deviation of
1.494 and standard error mean at .078.
Table- 7.60 (a): Descriptive Statistical Analysis of Lifestyle on the Basis of Marital
Status

Marital status N Mean Std. Deviation Std. Error Mean

Married 370 12.673 1.494 .078
Single 230 12.687 1.557 .103

Table: 7.60 (b) shows F value is at .201, value of significance is at .654 and the t value is
at -.110. The degree of freedom is at 598, 0.137 is the value of two tailed significance is
at .913 and the mean difference is found at -.014. The standard error difference is found at
.127 and the lower bound at -.264, upper bound is found at .236, in case when equal
variances are assumed. In case when equal variances not assumed, the t value is at -.109,
degree of freedom at 470.352 and two tailed significance at .914. The mean difference is
found at -.014, standard error difference at .129. The lower bound is at -.267 and upper
bound at .239.
Table- 7.60 (b): Independent Sample Test for Equality of Mean Lifestyle on the
Basis of Marital Status

Levene's
Test for
t-test for Equality of Means
Equality of
Variances
95% Confidence
Sig. Interval of the
Mean Std. Error
F Sig. t Df (2- Difference
Difference Difference
tailed)
Lower Upper
Equal
variances .201 .654 -.110 598 .913 -.014 .127 -.264 .236
assumed
Equal
variances
-.109 470.352 .914 -.014 .129 -.267 .239
not
assumed

406
7.61 DESCRIPTIVE ANALYSIS OF SITUATIONAL FACTORS ON THE BASIS
OF RESIDENTIAL AREA:
Residential area has a high significance on the consumer buying behaviour towards
branded readymade garments and the mean in case of 324 respondents is found to be
higher (23.667) with a standard deviation of 3.439 and the standard error mean of 0.191.
The 276 consumers from urban area have the significance value of 23.123 with the
standard deviation of 4.015 and the standard error mean as 0. .242, as per table: 7.61 (a).
Table- 7.61 (a): Descriptive Statistical Analysis of Situational Factors on the Basis of
Residential Area

Residential Area N Mean Std. Deviation Std. Error Mean

Rural 276 23.123 4.015 .242
Urban 324 23.667 3.439 .191

Table: 7.61 (b) shows F value is found at 2.797, the level of significance at 0. .095 and t
value at -1.786. The degree of freedom is found at 598 and significance value (two tailed)
is found at 0.075and -.543 as the mean difference. The standard error mean is .304 and
the lower bound at -1.141 and the upper value at .054 in case of equal variances assumed.
The case of equal variances not assumed shows the t value at -1.764 and 544.982 as its
degree of freedom and .078 as its value of significance (two tailed). The mean difference
is at -.543 and 0. .308 as the standard error difference and lower bound at -1.149 and
upper at 0.062.
Table- 7.61 (b): Independent Sample Test for Equality of Mean Situational factors
on the Basis of Residential Area

Levene's
Test for
t-test for Equality of Means
Equality of
Variances
95% Confidence
Sig.
Mean Std. Error Interval of the
F Sig. t df (2- Difference
Difference Difference
tailed)
Lower Upper
Equal
variances 2.797 .095 -1.786 598 .075 -.543 .304 -1.141 .054
assumed
Equal
variances
-1.764 544.982 .078 -.543 .308 -1.149 .062
not
assumed

407
7.62 DESCRIPTIVE STATISTICAL ANALYSIS OF REFERENCE GROUP ON
THE BASIS OF RESIDENTIAL AREA:
The residential area influences the consumer buying behaviour towards branded
readymade garments as shown in the table: 7.62 (a). It shows that 324 respondents from
urban Area have a higher mean (28.272) and standard deviation at (3.973) and .239 as the
standard error mean as compared to the 276 respondents from rural area having a mean
value of 28.272 and standard deviation of 3.973 and .239as the standard error mean.
Table- 7.62 (a): Descriptive Statistical Analysis of Reference Group on the Basis of
Residential Area

Residential Area N Mean Std. Deviation Std. Error Mean

Rural 276 28.272 3.973 .239
Urban 324 28.951 3.692 .205

The value of F as found in case of equal variances assumed is found to be at 1.935 and 0.
165 as the significance value whereas the t value s found to be at -2.167 and 598 as the
degree of freedom. The standard error difference is found at 0. .313 and -.679 as the mean
difference while, the value of 0.031 is the significance value (two tailed). The t value is
found to be at -2.155 with 567.137 as the degree of freedom and 0.373 as the significance
value (two tailed) and 0.297 as the mean value and .032 as the standard error difference in
case when equal variances are not assumed. The lower bound is found to be at -1.294 and
-.064 as the upper bound value in case when equal variances are assumed and -1.298 as
lower and -.060as the upper bound when the equal variances are not assumed. As shown
in table: 7.62 (b).
Table- 7.62 (b): Independent Sample Test for Equality of Mean Reference Group on
the Basis of Residential Area

Levene's
Test for
t-test for Equality of Means
Equality of
Variances
95% Confidence
Sig. (2- Mean Std. Error Interval of the
F Sig. t df Difference
tailed) Difference Difference
Lower Upper
Equal
variances 1.935 .165 -2.167 598 .031* -.679 .313 -1.294 -.064
assumed
Equal
variances -2.155 567.137 .032 -.679 .315 -1.298 -.060
not assumed

408
7.63 DESCRIPTIVE STATISTICAL ANALYSIS OF SOCIAL CLASS ON THE
BASIS OF RESIDENTIAL AREA:
The social class influences the consumer buying behaviour towards the branded
readymade garments and as shown in the table: , 276 respondents from rural area have the
lower mean (19.696) and standard deviation of 3.710 and .223 as the standard error mean.
The mean of 324 respondents from urban area (20.092) with standard deviation of 3.490
and standard error mean of .194, table: 7.63 (a).

Table- 7.63 (a): Descriptive Statistical Analysis of Social Class on the Basis of
Residential Area

Residential Area N Mean Std. Deviation Std. Error Mean

Rural 276 19.696 3.710 .223
Urban 324 20.092 3.490 .194

Table: 7.63 (b) shows that F value is at 1.305 with the significance at .254 and t value at -
1.349 in case of equal variances assumed. The value of significance (two tailed) is found
at .178 and -.397 as the mean difference and standard error difference at .294. The lower
bound is found at -.975 and upper bound at .181. The t value in case of equal variances
not assumed is found at -1.342, degree of freedom at 570.060 and the value of
significance (two tailed) at 0.180. The mean difference is found at -.397 and standard
error difference at .296. The lower bound is found at -.978 and upper bound at .184.

Table- 7.63 (b): Independent Sample Test for Equality of Mean Social Class on the
Basis of Residential Area

Levene's
Test for
t-test for Equality of Means
Equality of
Variances
95% Confidence
Sig. Interval of the
Mean Std. Error
F Sig. t df (2- Difference
Difference Difference
tailed)
Lower Upper
Equal
variances 1.305 .254 -1.349 598 .178 -.397 .294 -.975 .181
assumed
Equal
variances -1.342 570.060 .180 -.397 .296 -.978 .184
not assumed

409
7.64 DESCRIPTIVE STATISTICAL ANALYSIS OF CULTURE ON THE BASIS
OF RESIDENTIAL AREA:

The value of mean is found to be higher in case of 276 respondents from rural Area
(13.202) with a standard deviation of 3.403 and standard error mean at 0.205 as compared
to 324 respondents from urban area with a mean of 13.120, standard deviation of 3.399
and standard error mean of 0.188. As shown in the table: 7.64 (a).

Table- 7.64 (a): Descriptive Statistical Analysis of Culture on the Basis of Residential Area

Residential Area N Mean Std. Deviation Std. Error Mean

Rural 276 13.202 3.403 .205
Urban 324 13.120 3.399 .188

As shown in table:7.64 (b) the value of F in case of equal variances assumed, is found at
1.048, significance value at 0.004, t value at .296 and the degree of freedom at 598. The
significance (two tailed) is found at .767, mean difference is found at .082 and standard
error difference is found at .278 . The lower bound is found at -.464 and the upper bound
at .629. In case when the equal variances are not assumed, the t value is found at .296 and
the degree of freedom at 582.730. The value of significance (two tailed) is found at .767,
mean difference is found at .082 and the standard error difference is at .279. The lower
bound is at -.465 and the upper bound at .629.

Table- 7.64 (b): Independent Sample Test for Equality of Mean Culture on the Basis
of Residential Area

Levene's
Test for
t-test for Equality of Means
Equality of
Variances

95% Confidence
Sig. Interval of the
Mean Std. Error
F Sig. t df (2- Difference
Difference Difference
tailed)
Lower Upper
Equal
variances .004 .950 .296 598 .767 .082 .278 -.464 .629
assumed

Equal
variances .296 582.730 .767 .082 .279 -.465 .629
not assumed

410
 7.65 DESCRIPTIVE STATISTICAL ANALYSIS OF PRODUCT FEATURES AND
QUALITY ON THE BASIS OF RESIDENTIAL AREA:
In order to study the difference of consumer behaviour with regard to the residential area,
an analysis is conducted to examine the influence of product features on the consumer
buying behaviour and as shown in table: 7.65 (a) , it is found that 324 respondents from
urban area have a higher significance (19.478) with standard deviation of 2.918 and .162
as the standard error mean as compared to 276 female respondents having mean of 18.880
with standard deviation at 3.171 and standard error mean at .191.
Table- 7.65 (a): Descriptive Statistical Analysis of Product Features and Quality on
the Basis of Residential Area

Residential Area N Mean Std. Deviation Std. Error Mean

Rural 276 18.880 3.171 .191
Urban 324 19.478 2.918 .162

The table: 7.65 (b) shows that F value is at .609 with significance of .436 and -2.404 as
the t value. The degree of freedom is at 598 and .017 as the two tailed significance and -
.598 as the mean difference. The standard error difference is at .249 and the lower bound
is found at -1.086 and the upper bound is at -.109 in case when equal variances assumed.
The t value is found at -2.388 with degree of freedom at 564.708 and two tailed
significance is found at .017. The mean difference is found at -.598 and the standard error
difference is found at .250 and the lower bound is at -1.089 and upper bound at -.106.
Table- 7.65 (b): Independent Sample Test for Equality of Mean Product Features
and Quality on the Basis of Residential Area

Levene's
Test for
t-test for Equality of Means
Equality of
Variances
95% Confidence
Sig. Interval of the
Mean Std. Error
F Sig. t df (2- Difference
Difference Difference
tailed)
Lower Upper
Equal
variances .609 .436 -2.404 598 .017* -.598 .249 -1.086 -.109
assumed
Equal
variances -2.388 564.708 .017 -.598 .250 -1.089 -.106
not assumed

411
7.66 DESCRIPTIVE STATISTICAL ANALYSIS OF LIFESTYLE ON THE BASIS
OF RESIDENTIAL AREA:
The table: 7.66 (a) shows higher significance is found in case of 324 respondents from
urban Area (12.784), standard deviation of 1.435 and .079 is the standard error mean. 276
respondents from rural area are found at a lesser mean (12.554), standard deviation of
1.602 and the standard error mean at .096.

Table- 7.66 (a): Descriptive Statistical Analysis of Lifestyle on the Basis of

Residential Area

Residential Area N Mean Std. Deviation Std. Error Mean

Rural 276 12.554 1.602 .096
Urban 324 12.784 1.435 .079

The table: 7.66 (b) shows F value at .241, significance is at .624 and the t value at -1.851.
The degree freedom is at 598, .065 as the two tailed significance and -.229 as the mean
difference. The standard error difference is found at 0.124, lower bound is at -.473 and
upper bound at .014 in case of equal variances assumed. The t value is found at -1.835,
degree of freedom is at 557.478 and two tailed significance is at .067. The mean
difference is found at -.229 with standard error difference is found at .125, the lower
bound is at -.475 and upper bound is at .016.

Table- 7.66 (b): Independent Sample Test for Equality of Mean Lifestyle on the
Basis of Residential Area

Levene's
Test for
t-test for Equality of Means
Equality of
Variances

95% Confidence
Sig.
Mean Std. Error Interval of the
F Sig. t df (2- Difference
Difference Difference
tailed)
Lower Upper
Equal
variances .241 .624 -1.851 598 .065 -.229 .124 -.473 .014
assumed

Equal
variances -1.835 557.478 .067 -.229 .125 -.475 .016
not assumed

412
7.67 SCREE PLOT SHOWING EXTRINSIC FACTORS:

Figure: 7.1 shows the scree plot positioning of extrinsic factors in case of purchase of
branded readymade garments.

Figure 7.1
Scree Plot Showing Extrinsic Factors

To sum up, the influence of situational factors, the respondents from Chandigarh are
found to be the highest, in the age group of 18-25 years having educational level of upto
intermediation. Homemakers having annual household income between 2,00,001-
5,00,000 having children of 2 -4 years of age from extended families. Married males from
urban families are found to be more inclined towards situational factors. Furthermore, the
respondents buying branded readymade garments every week are found to be more
inclined towards situational factors.

Reference group as an extrinsic factor is found to be influencing the respondents from

Amritsar in the age group of 26-35 years and are students are found to be more influenced
by reference group. Unmarried females from urban area having income level between
2,00,001-5,00,000 having children in the age group of 4 – 6 years and buying branded
readymade garments every month are highly influenced by reference group.

413
As far as social class is concerned, the respondents from Amritsar have been found to be
most affected by social class as an extrinsic factor specially the respondents in the age
group of 18-25 years with the educational level of upto intermediation as their
educational Area. Also, the homemakers who are having annual income in the bracket of
2,00,000- 5,00,000 having children upto the age of 4 -6 years mainly from nuclear
families are found to be highly responsive towards social class. Unmarried female
respondents from urban area buying branded readymade garments on weekly basis are the
highest affected group of all respondents amongst all the respondents.

The next extrinsic factor so found is culture, wherein the respondents from Amritsar are
found to be highly influenced by the same. The respondents in the age group of 36-50
years having education level of upto intermediation and annual income of more than
10,00,000 are found to be more inclined towards this factor. The married female
respondents having children upto the age of 6- 8 years in nuclear families residing in
urban areas and are involved in such purchases on weekly basis are found to be inclined
towards this factor the most.

Product quality, price and features of the product is found to be influencing the
respondents in Amritsar in the age of 36-50 years with educational level of upto
intermediation. Married female respondents who are homemakers and belong to nuclear
families with the annual household income of 2,00,001- 5,00,000. The married female
respondents from nuclear families residing in urban area and having children of 4 -6 years
of age and buy branded readymade garments every six months pay more attention to
product quality and features as compared to other respondents.

Lifestyle as an extrinsic factor influences the respondents from Ludhiana and Patiala the
most. The respondents in the age group of 36-50 years having educational level of upto
intermediation are inclined towards lifestyle. Unmarried male respondents from extended
families having annual household income of 5,00,001- 10,00,000 and having children 2-4
years residing in urban area and buying branded readymade garments every week are
influenced by lifestyle to the most.

414
This chapter analyses the influence of all the extrinsic factors on the consumer buying
behaviour towards branded readymade garments. The influence of extrinsic factors on a
whole is studied. The main aim of the current chapter is to examine if the extrinsic
factors, namely, situational, product features and quality, culture and sub culture,
reference group, social class and roles and lifestyle as a whole on the consumer buying
behaviour towards branded readymade garments. The influence of extrinsic factors
individually have been studied on each demographic factor in the previous chapter, by
examining the role of extrinsic factors on each demographic profile of the respondents in
the study, i.e., occupation, income, age, gender and family structure etc. There is a dire
need to study the overall impact of these chapters on the consumer buying behaviour
towards the purchase of branded readymade garments. In the current chapter, an effort
has been made to analyse the demographic factor which is influenced by all these
extrinsic factors. In order to study the same, various test have been used, namely
ANNOVA, standard deviation and mean to study the multiple variables and t test have
been used to examine the role of extrinsic factors on the two variables, i.e. residential
area, marital status and gender of the respondents. This is helpful in analyzing the
respondents belonging to which residential area, gender and marital status are being
influenced by the extrinsic factors. Thirty statements have been included in extrinsic
factors, comprising of all the above mentioned six factors. The minimum score can be 30
and maximum can be 150 when rated in the scale from strongly disagree to strongly
agree. The demographic factor having he score near to 150 states that the influence of
extrinsic factors is the most in that particular demographic variable. The score near to 30,
states that the extrinsic factors influenced that particular variable the least. The correlation
amongst various extrinsic factors have been studied in order to examine if there exists any
correlation amongst them. Furthermore, the correlation amongst all the extrinsic and
intrinsic factors have been examined, to study if there exists any correlation amongst each
other. The chapter concludes with the examination of the demographic variables which
are influenced by the above stated extrinsic factors as a whole. It is helpful in analyzing
the impact of these extrinsic factors on the consumer buying behaviour towards branded
readymade garments.

415
8.1 DESCRIPTIVE STATISTICAL ANALYSIS OF EXTRINSIC FACTORS ON
THE BASIS OF CITY:

The table: 8.1(a) shows the total influence of extrinsic factors on the consumer buying
behaviour, it has the highest influence on the respondents from Amritsar (121.30) with
standard deviation of 15.145 and the least influence in case of Mohali (113.49) with the
standard deviation of 16.000. The total mean is found at 117.00 and standard deviation at
15.13.

Table- 8.1 (a): Descriptive Statistical Analysis of Extrinsic Factors on the Basis of City

City N Mean Std. Std. 95% Confidence Minimum Maximum

Deviation Error Interval for Mean
Lower Upper
Bound Bound
Amritsar 100 121.30 15.145 1.52 118.29 124.30 45.00 150.00
Chandigarh 100 118.84 15.121 1.51 115.84 121.84 67.00 150.00
Jallandhar 100 117.13 13.804 1.38 114.39 119.87 71.00 150.00
Ludhiana 100 115.62 12.997 1.30 113.04 118.19 78.00 142.00
Mohali 100 113.49 16.000 1.60 110.31 116.66 82.00 150.00
Patiala 100 115.65 16.531 1.65 112.37 118.93 73.00 150.00
Total 600 117.00 15.130 .62 115.79 118.22 45.00 150.00

The table: 8.1(b) shows the value of sum of squares at 133335.050 with degree of
freedom at 5 and 758.787 as the mean square in case of between the groups. The sum of
squares within the group is found at 133335.050 with degree of freedom at 594 and the
mean square at 224.470. The value of sum of squares is found at 137128.985 and the
degree of freedom is at 599. The value of F is at 3.380 and .005 as the value of
significance.

Table- 8.1 (b): ANNOVA Results for Extrinsic Factors on the Basis of City

Sum of Squares df Mean Square F Sig.

Between Groups 3793.935 5 758.787 3.380 .005**
Within Groups 133335.050 594 224.470
Total 137128.985 599

416
The post hoc results shows that the least significance is found in case of Amritsar and
Mohali (0.19) with standard error of 2.119 and 0.781 as the mean difference, whereas the
highest significance is found in case of Ludhiana and Patiala (1.00) with mean difference
at 0.30, as shown in table: 8.1(c).
Table- 8.1 (c): Post Hoc Results For Extrinsic Factors on the Basis of City

Mean 95% Confidence Interval

(I) (J) Std.
Difference Sig. Lower Upper
City City Error
(I-J) Bound Bound
Chandigarh 2.46 2.119 .930 -4.614 9.534
Jallandhar 4.17 2.119 .568 -2.904 11.244
Amritsar Ludhiana 5.68 2.119 .209 -1.394 12.754
Mohali 7.81* 2.119 .019 .736 14.884
Patiala 5.65 2.119 .214 -1.424 12.724
Amritsar -2.46 2.119 .930 -9.534 4.614
Jallandhar 1.71 2.119 .985 -5.364 8.784
Chandigarh Ludhiana 3.22 2.119 .805 -3.854 10.294
Mohali 5.35 2.119 .273 -1.724 12.424
Patiala 3.19 2.119 .811 -3.884 10.264
Amritsar -4.17 2.119 .568 -11.244 2.904
Chandigarh -1.71 2.119 .985 -8.784 5.364
Jallandhar Ludhiana 1.51 2.119 .992 -5.564 8.584
Mohali 3.64 2.119 .707 -3.434 10.714
Patiala 1.48 2.119 .993 -5.594 8.554
Amritsar -5.68 2.119 .209 -12.754 1.394
Chandigarh -3.22 2.119 .805 -10.294 3.854
Ludhiana Jallandhar -1.51 2.119 .992 -8.584 5.564
Mohali 2.13 2.119 .962 -4.944 9.204
Patiala -.030 2.119 1.000 -7.104 7.044
Amritsar -7.81* 2.119 .019 -14.884 -.736
Chandigarh -5.35 2.119 .273 -12.424 1.724
Mohali Jallandhar -3.64 2.119 .707 -10.714 3.434
Ludhiana -2.13 2.119 .962 -9.204 4.944
Patiala -2.16 2.119 .959 -9.234 4.914
Amritsar -5.65 2.119 .214 -12.724 1.424
Chandigarh -3.19 2.119 .811 -10.264 3.884
Patiala Jallandhar -1.48 2.119 .993 -8.554 5.594
Ludhiana .030 2.119 1.000 -7.044 7.104
Mohali 2.16 2.119 .959 -4.914 9.234
*. The mean difference is significant at the 0.05 level.

417
8.2 DESCRIPTIVE STATISTICAL ANALYSIS OF EXTRINSIC FACTORS ON
THE BASIS OF AGE:

As shown in table: 8.2 (a), in case of the influence of age on the buying behaviour of
consumers on the branded readymade garments, it is found that the highest mean is found
in case of 128 respondents in the age groups of 36-50 years (118.414) with the standard
deviation of 15.226 and 1.346 as the standard error. The least influence is found in case of
56 respondents in the age group of more than 50 years (112.393) with the standard
deviation of 15.129 and 2.022 as the standard error. The total mean is found at 117.005
with the standard deviation at 15.130 and .618 as the standard error.

Table- 8.2 (a): Descriptive Statistical Analysis of Extrinsic Factors on the Basis of Age

95% Confidence
Age of Interval for
Std. Std. Mean
consumers N Mean Minimum Maximum
Deviation Error
(years) Lower Upper
Bound Bound

18-25 177 117.288 14.873 1.118 115.082 119.495 45.00 148.00

26-35 239 117.121 15.160 .980 115.189 119.053 71.00 150.00
36-50 128 118.414 15.226 1.346 115.751 121.077 77.00 150.00
>50 56 112.393 15.129 2.022 108.341 116.444 67.00 147.00
Total 600 117.005 15.130 .618 115.792 118.218 45.00 150.00

Table: 8.2 (b) shows that the value of sum of squares between the groups is at 1462.787
and degree of freedom at 3 and 487.596 as the mean square. The value of sum of square
within the groups is found at 135666.198 with 596 as the degree of freedom and mean
square at 227.628. F value is found at 2.142 and value of significance is at .094. The total
sum of squares is found at 137128.985 and the degree of freedom is at 599.

Table- 8.2 (b): ANNOVA Results For Extrinsic Factors on the Basis of Age

Sum of Squares df Mean Square F Sig.

Between Groups 1462.787 3 487.596 2.142 .094
Within Groups 135666.198 596 227.628
Total 137128.985 599

418
The post hoc results in table: 8.2 (c) shows that the least significance is found in case of
respondents of age group of 18-25 years and 26-35 years (1.00) with .1668 as the mean
difference and 1.496 as the standard error. The least significance is found in case of
respondents in the age group of 36-50 years and more than 50 years (0.103) with
standard error of 2.417 and 6.021 as the mean difference, as shown in table:

Table- 8.2 (c): Post Hoc Results For Extrinsic Factors on the Basis of Age

(I) (J) 95% Confidence

Mean Interval
Age of Age of Std.
Difference Sig.
consumers consumers Error Lower Upper
(I-J)
(in years) (in years) Bound Bound
26-35 .1668 1.496 1.000 -4.028 4.361

18-25 36-50 -1.126 1.750 .937 -6.033 3.782

>50 4.896 2.313 .215 -1.589 11.380

18-25 -.1668 1.496 1.000 -4.361 4.028
26-35 36-50 -1.293 1.652 .894 -5.925 3.340
>50 4.728 2.239 .217 -1.551 11.008
18-25 1.126 1.750 .937 -3.782 6.034
36-50 26-35 1.293 1.652 .894 -3.340 5.926
>50 6.021 2.417 .103 -.755 12.798
18-25 -4.895 2.313 .215 -11.380 1.589

>50 26-35 -4.728 2.239 .217 -11.008 1.551

36-50 -6.021 2.417 .103 -12.798 .755

* The Mean Difference is Significant at the 0.05 Level.

8.3 DESCRIPTIVE STATISTICAL ANALYSIS OF EXTRINSIC FACTORS ON

THE BASIS OF EDUCATION:

The education level of respondents is found to be influenced by the extrinsic factors and it
is found that the least influence is found in case of 112 respondents who are professionals
(115.964) with 14.438 as the standard deviation and 1.558 as the standard error, whereas
the highest significance is found in case of 38 respondents having education level upto
intermediation (119.710) and 14.662 as the standard deviation and 2.378 as the standard
error, (as per table: 8.3 (a).

419
 Table- 8.3 (a): Descriptive Statistical Analysis of Extrinsic Factors on the Basis of
Education

95% Confidence
Interval for
Educational Std. Std. Mean
N Mean Minimum Maximum
level Deviation Error
Lower Upper
Bound Bound

Upto
38 119.710 14.662 2.378 114.892 124.529 93.00 147.00
intermediation
Under
graduation 145 116.855 15.631 1.298 114.289 119.421 45.00 149.00
level
Post
graduation or 305 117.121 14.438 .827 115.494 118.748 73.00 150.00
above
Professional 112 115.964 16.498 1.558 112.875 119.053 67.00 150.00
Total 600 117.005 15.130 .618 115.792 118.218 45.00 150.00

The table: 8.3 (b) shows that the sum of squares between the groups is at 406.842 with 3
as the degree of freedom and 135.614 as the mean square whereas the sum of squares
within the groups is found at 136722.143 with 596 as the degree of freedom and 229.400
as the mean square. The value of total sum of squares is found at 137128.985 and 599 as
the degree of freedom. The value of F is found at .591 with significance (.621).

Table- 8.3 (b): ANNOVA Results For Extrinsic Factors on the Basis of Education

Sum of Squares df Mean Square F Sig.

Between Groups 406.842 3 135.614 .591 .621
Within Groups 136722.143 596 229.400
Total 137128.985 599

As per the post hoc table: 8.3 (c), results shows that the highest significance is found in
case of respondents who are post graduate or above and under graduation level (0.999)
with mean difference of 0.266 and 1.528 as the standard error. The least significance
(0.784) is found in case of respondents who are under graduation level and upto
intermediation with standard error at 2.760 and 0.784 as the level of significance.

420
 Table- 8.3 (c): Post Hoc Results For Extrinsic Factors on the Basis of Education

95% Confidence
Mean Interval
(I) (J) Std.
Difference Sig.
Education Education Error Lower Upper
(I-J)
Bound Bound
Under
2.855 2.760 .784 -4.883 10.593
graduation level
Upto
Post graduation
intermediation 2.589 2.605 .804 -4.715 9.893
or above
Professional 3.746 2.843 .629 -4.225 11.717
Upto
-2.855 2.760 .784 -10.594 4.883
intermediation
Under
Post graduation
graduation level -.2661 1.528 .999 -4.549 4.017
or above
Professional .891 1.905 .975 -4.451 6.233
Upto
-2.589 2.605 .804 -9.894 4.715
intermediation
Post graduation
Under
or above .266 1.527 .999 -4.017 4.549
graduation level
Professional 1.157 1.673 .924 -3.534 5.848
Upto
-3.746 2.843 .629 -11.718 4.225
intermediation
Under
Professional -.891 1.905 .975 -6.232 4.450
graduation level
Post graduation
-1.157 1.673 .924 -5.848 3.534
or above
* The Mean Difference is Significant at the 0.05 Level.

8.4 DESCRIPTIVE STATISTICAL ANALYSIS OF EXTRINSIC FACTORS ON

THE BASIS OF OCCUPATION:

As far as the occupational level is concerned, the highest significance is found in case of
75 homemakers (119.333) with 14.3370 as the standard deviation and least (114.965) in
case of 115 professionals with a standard deviation of 15.6659. The total mean of 600
respondents is found at 117.005with 15.1304 as the standard deviation. Table: 8.4 (a).

421
 Table- 8.4 (a): Descriptive Statistical Analysis of Extrinsic Factors on the Basis of
Occupation

95% Confidence
Interval for
Std. Std. Mean
Occupation N Mean Minimum Maximum
Deviation Error
Lower Upper
Bound Bound

Service 296 117.061 15.5643 .905 115.280 118.841 67.00 150.00

Homemaker 75 119.333 14.3370 1.655 116.034 122.632 71.00 150.00
Professional 115 114.965 15.6659 1.461 112.071 117.859 45.00 144.00
Student 84 118.238 14.5855 1.591 115.073 121.403 77.00 147.00
Others 30 115.000 11.2740 2.058 110.790 119.209 88.00 137.00
Total 600 117.005 15.1304 .618 115.792 118.218 45.00 150.00

The table: 8.4 (b) shows that the value of sum of squares is found to be at 1134.314 with
4 as the degree of freedom and 283.578 as the mean square between the groups and the
value of F is found at 1.241 and .292 as the value of significance. The value of sum of
squares within the groups is found at135994.671 with 595 as the degree of freedom and
mean square at 228.562. The total value of sum of squares is found at 137128.985 and
degree of freedom at 599.

Table- 8.4 (b): ANNOVA Results For Extrinsic Factors on the Basis of Occupation

Sum of
df Mean Square F Sig.
Squares

Between Groups 1134.314 4 283.578 1.241 .292

Within Groups 135994.671 595 228.562
Total 137128.985 599

As shown in the table: 8.4 (c) the highest significance is found in case of respondents
from others and professionals (1.000) with mean difference at -.03478 and standard error
at 3.099. Whereas, the least significance is found in case of professionals and respondents
from service background (0.436) with mean difference at 4.368 and standard error at
2.244

422
 Table- 8.4 (c) Post Hoc Results For Extrinsic Factors on the Basis of Occupation

95% Confidence
Mean
(I) (J) Std. Interval
Difference Sig.
Occupation Occupation Error Lower Upper
(I-J)
Bound Bound
Homemaker -2.273 1.954 .852 -8.311 3.766
Professional 2.096 1.661 .810 -3.037 7.229
Service
Student -1.177 1.869 .983 -6.952 4.598
Others 2.060 2.897 .973 -6.889 11.011
Service 2.272 1.954 .852 -3.766 8.311
Professional 4.368 2.244 .436 -2.565 11.301
Homemaker
Student 1.095 2.402 .995 -6.326 8.516
Others 4.333 3.266 .780 -5.758 14.425
Service -2.095 1.661 .810 -7.229 3.038
Homemaker -4.368 2.243 .436 -11.301 2.565
Professional
Student -3.272 2.169 .685 -9.978 3.432
Others -.0347 3.099 1.000 -9.611 9.542
Service 1.177 1.869 .983 -4.598 6.952
Homemaker -1.095 2.401 .995 -8.516 6.326
Student
Professional 3.272 2.169 .685 -3.432 9.978
Others 3.238 3.215 .908 -6.698 13.174
Service -2.061 2.897 .973 -11.011 6.8898
Homemaker -4.333 3.266 .780 -14.425 5.758
Others
Professional .0347 3.099 1.000 -9.542 9.611
Student -3.238 3.216 .908 -13.173 6.698
* The Mean Difference is Significant at the 0.05 Level.

8.5 DESCRIPTIVE STATISTICAL ANALYSIS OF EXTRINSIC FACTORS ON

THE BASIS OF ANNUAL INCOME:

The table:8.5 (a) shows the influence of annual income and extrinsic factors on the
consumer buying behaviour and it is found that the highest significance is there in case of
203 respondents having annual income between 2,00,000- 5,00,000 (118.695) with
standard deviation of 13.451 and standard error at .944. Least significance is found in

423
case of 107 respondents (114.906) in the income group of 5,00,000-10,00,000 having
15.246 as the standard deviation and 1.473 as the standard error. The total mean of 600
respondents is found at 117.005 and standard deviation of 15.130 and 0.618 as the
standard error.

Table- 8.5 (a): Descriptive Statistical Analysis of Extrinsic Factors on the Basis of
Annual Income

95% Confidence
Interval for
Annual Std. Std. Mean
N Mean Minimum Maximum
income Deviation Error
Lower Upper
Bound Bound
<200000 230 116.461 15.213 1.003 114.484 118.437 71.00 150.00
200001-
203 118.695 13.451 .944 116.833 120.556 73.00 150.00
500000
500001-
107 114.906 15.246 1.473 111.984 117.829 75.00 150.00
100000
>100000 60 117.117 19.229 2.482 112.149 122.084 45.00 150.00
Total 600 117.005 15.130 .618 115.792 118.218 45.00 150.00

Table: 8.5 (b) shows the value of sum of squares is found at 1119.524 and mean square of
373.175 in case of between the groups. The value of F is found at 1.635 and .180 as the
value of significance. The value of sum of squares within the groups is found at
136009.461 and 596 as the degree of freedom and 228.204 as the value of mean square.
The total value of sum of squares is found at 137128.985 and degree of freedom is at 599.

Table- 8.5 (b): ANNOVA Results For Extrinsic Factors on the Basis of Annual
Income

Sum of
df Mean Square F Sig.
Squares
Between Groups 1119.524 3 373.175 1.635 .180
Within Groups 136009.461 596 228.204
Total 137128.985 599

424
The table: 8.5 (c) shows the highest significance between 5,00,000-10,00,000 and those
having more than 10,00,000 (0.993)with the mean difference at -.656 and 2.189 as the
standard error. The least significance is found in respondents having income between
2,00,000- 5,00,000 and between 5,00,000- 10,00,000 (0.222) and -3.788has been found as
the mean difference and 1.804 as the standard error.

Table- 8.5 (c): Post Hoc Results For Extrinsic Factors on the Basis of
Annual Income

95% Confidence
(I) Mean
(J) Std. Interval
Annual Difference Sig.
Annual Income Error Lower Upper
Income (I-J)
Bound Bound

200001-500000 -2.234 1.455 .502 -6.312 1.845

<200000 500001-100000 1.554 1.768 .856 -3.401 6.510

>100000 -.656 2.189 .993 -6.795 5.483

<200000 2.234 1.454 .502 -1.844 6.312
200001-
500001-100000 3.788 1.805 .222 -1.271 8.847
500000
>100000 1.578 2.219 .918 -4.645 7.801
<200000 -1.554 1.767 .856 -6.510 3.401
500001-
200001-500000 -3.788 1.804 .222 -8.847 1.271
100000
>100000 -2.210 2.436 .844 -9.041 4.620
<200000 .656 2.189 .993 -5.483 6.795

>100000 200001-500000 -1.578 2.219 .918 -7.801 4.645

500001-100000 2.210 2.436 .844 -4.620 9.041

* The Mean Difference is Significant at the 0.05 Level.

8.6 DESCRIPTIVE STATISTICAL ANALYSIS OF EXTRINSIC FACTORS ON

THE BASIS OF AGE OF CHILDREN:

The table: 8.6 (a) shows the influence of age of children and the extrinsic factors on the
consumer buying behaviour and it is found that the highest mean is there in case of 91
respondents having children of 4 -6 years of age (118.033) with standard deviation at
14.520 and 1.522 as the standard error. The least significance is found in case of 80

425
respondents having children of above 8 years of age (114.400) with standard deviation of
16.350 and standard error at 1.828. The total mean significance is found at 117.005 with
15.130 as the standard deviation and 0.618 as the standard error.

Table- 8.6 (a): Descriptive Statistical Analysis of Extrinsic Factors on the Basis of
Age of Children

95% Confidence
Age of Interval for
children Std. Std. Mean
N Mean Minimum Maximum
(in Deviation Error
years) Lower Upper
Bound Bound
Less than
217 116.986 14.234 .966 115.081 118.891 73.00 150.00
2 years
2 -4 133 117.759 15.445 1.339 115.110 120.409 71.00 150.00
4–6 91 118.033 14.520 1.522 115.009 121.057 45.00 150.00
6–8 79 117.240 16.434 1.849 113.559 120.922 67.00 150.00
Above 8
80 114.400 16.350 1.828 110.761 118.039 73.00 150.00
years
Total 600 117.005 15.130 .618 115.792 118.218 45.00 150.00

The table:8.6 (b) shows the value of sum of squares between the groups (719.194), degree
of freedom at 4 and mean square at 179.799 and value of sum of squares within the
groups is found at 136409.791 with 595 as the degree of freedom and 229.260 as the
mean square. The value of F is found at .784 and .536 as the significance level. The total
value of sum of squares is found at 137128.985 with 599 as the degree of freedom.

Table- 8.6 (b): ANNOVA Results For Extrinsic Factors on the Basis of Age of
Children

Sum of Squares df Mean Square F Sig.

Between Groups 719.194 4 179.799 .784 .536
Within Groups 136409.791 595 229.260
Total 137128.985 599

426
The table: 8.6 (c) shows the least significance is found in case of respondents having
children of 2 -3 years of age and above 8 years of age (.652) with the mean difference of
3.359 and standard error at 2.142. Whereas the highest mean is found in case of
respondents having no children and children 6-8 years of age, 2- 4 years and 4-6 years of
age as well as in the case of respondents having children of 2- 4 years and 6-8 years of
age (1.000) with mean difference at 0.519 and standard error at 2.151.

Table- 8.6 (c): Post Hoc Results For Extrinsic Factors on the Basis of Age of Children

(I) (J) 95% Confidence

Mean
Age of Age of Std. Interval
Difference Sig.
Children Children Error Lower Upper
(I-J)
(in years) (in years) Bound Bound
2-4 -.773 1.667 .995 -5.925 4.379

Less than 2 4-6 -1.047 1.890 .989 -6.889 4.796

years 6-8 -.254 1.989 1.000 -6.402 5.893
Above 8 2.586 1.980 .790 -3.533 8.706
Less than 2 .773 1.667 .995 -4.379 5.925
4 -6 -.273 2.059 1.000 -6.638 6.091
2- 4
6-8 .519 2.151 1.000 -6.127 7.165
Above 8 3.359 2.142 .652 -3.260 9.979
Less than 2 1.046 1.891 .989 -4.796 6.889
2-4 .273 2.059 1.000 -6.091 6.638
4–6
6-8 .792 2.328 .998 -6.402 7.987
Above 8 3.632 2.320 .654 -3.537 10.803
Less than 2 .254 1.989 1.000 -5.893 6.402
2 -4 -.518 2.151 1.000 -7.165 6.127
6 -8
4 -6 -.792 2.328 .998 -7.987 6.402
Above 8 2.840 2.401 .844 -4.580 10.261
Less than 2 -2.586 1.980 .790 -8.706 3.533
2-4 -3.359 2.142 .652 -9.979 3.260
Above 8
4 -6 -3.632 2.320 .654 -10.803 3.537
6–8 -2.840 2.401 .844 -10.261 4.580
* The Mean Difference is Significant at the 0.05 Level.

427
8.7 DESCRIPTIVE STATISTICAL ANALYSIS OF EXTRINSIC FACTORS ON
THE BASIS OF FAMILY STRUCTURE:

The table: 8.7 (a) shows the influence of family structure and extrinsic factors and it is
found that the highest significance (117.325) is there in case of 354 respondents from
extended families with standard deviation of 14.574 and 0.775 as the standard error. The
least significance is found in case of53 respondents (114.075) with the mean difference of
16.665 and 2.289 as the standard error. The total mean significance is found at 117.005
with standard deviation of 15.130 and 0.618 as the standard error.

Table- 8.7 (a): Descriptive Statistical Analysis of Extrinsic Factors on the Basis of
Family Structure

95% Confidence
Interval for
Family Std. Std. Mean
N Mean Minimum Maximum
structure Deviation Error
Lower Upper
Bound Bound
Nuclear 193 117.222 15.679 1.128 114.996 119.448 71.00 150.00
Extended 354 117.325 14.574 .775 115.801 118.848 67.00 150.00
Joint 53 114.075 16.665 2.289 109.482 118.669 45.00 148.00
Total 600 117.005 15.130 .618 115.792 118.218 45.00 150.00

The table: 8.7 (b) shows that the value of sum of squares between groups is at 500.226,
degree of freedom at 2 and 250.113 as the mean square. The value of sum of squares is
found at 136628.759, degree of freedom at 597 and 228.859 as the mean square within
the groups. The total value of sum of squares is found at 137128.985 with 599 as the
degree of freedom. F value is found at 1.093 with 0.336 as the value of significance.

Table- 8.7 (b): ANNOVA Results For Extrinsic Factors on the Basis of Family
Structure

Sum of Squares df Mean Square F Sig.

Between Groups 500.226 2 250.113 1.093 .336
Within Groups 136628.759 597 228.859
Total 137128.985 599

428
The table: 8.7 (c) shows that the highest influence is there in case of extended and nuclear
families (0.997) and the mean difference is found at -.102 and 1.3553 as the standard
error. The least significance is found at.346 and the mean difference is found at3.249 with
the standard error at 2.228 in case of joint and extended families.

Table- 8.7 (c): Post Hoc Results For Extrinsic Factors on the Basis of Family
Structure

95% Confidence
(I) (J) Mean Interval
Std.
Family Family Difference Sig.
Error
structure structure (I-J) Lower Upper
Bound Bound

Extended -.102 1.353 .997 -3.423 3.219

Nuclear
Joint 3.147 2.346 .407 -2.609 8.904

Nuclear .102 1.353 .997 -3.219 3.423

Extended
Joint 3.249 2.228 .346 -2.218 8.717

Nuclear -3.147 2.346 .407 -8.904 2.609

Joint
Extended -3.249 2.228 .346 -8.717 2.218
* The Mean Difference Is Significant At The 0.05 Level

8.8 DESCRIPTIVE STATISTICAL ANALYSIS OF EXTRINSIC FACTORS ON

THE BASIS OF FREQUENCY OF PURCHASE:

The table: 8.8 (a) shows the frequency of purchase and the influence on consumer buying
behaviour towards branded readymade garments and it clearly states that the highest
significance is found in case of the 36 respondents who buy branded garments every week
(117.944) with standard deviation of 18.354 and 3.058 as the standard error. The least
significance is found in case of 84 respondents who buy branded garments once in a year
(114.655) with standard deviation (14.577) and standard error at 1.590.The total mean is
found at 117.005 and the standard deviation at 15.130 with standard error at 0.617.

429
 Table- 8.8 (a): Descriptive Statistical Analysis of Extrinsic Factors on the Basis of
Frequency of Purchase

95% Confidence
Frequency Interval for Mean
Std. Std.
of N Mean Minimum Maximum
Deviation Error Lower Upper
purchase
Bound Bound
Every
36 117.944 18.354 3.058 111.734 124.154 67.00 150.00
week
Monthly 208 117.245 15.231 1.056 115.163 119.327 73.00 150.00
Every six
272 117.423 14.770 .895 115.659 119.186 45.00 150.00
month
Once in a
84 114.655 14.577 1.590 111.491 117.818 78.00 150.00
year
Total 600 117.005 15.130 .617 115.791 118.218 45.00 150.00

The table: 8.8 (b) shows that the value of sum of squares between the groups is at
555.234 with 3 as the degree of freedom and mean square is found at 185.078. The value
of sum of squares is found at 136573.751, degree of freedom is at 596 mean square is at
229.151 in case of within the group. F value is found at .808 and value of significance is
found at .490. The total sum of squares is found at 137128.985 and degree of freedom is
at 599.

Table- 8.8 (b): ANNOVA Results For Extrinsic Factors on the Basis of Frequency of
Purchase

Sum of Squares df Mean Square F Sig.

Between Groups 555.234 3 185.078 .808 .490
Within Groups 136573.751 596 229.151
Total 137128.985 599

The table: 8.8 (c) shows that the highest significance is found in case of respondents
buying branded readymade garments every six months and every month (0.999) with the
mean difference at -.17760 and 1.39433 as the standard error. Least significance (0.543)
is found in case of respondents buying branded garments every six months and once in a
year with the mean difference at 2.76803 and 1.88956 as the standard error.

430
 Table- 8.8 (c): Post Hoc Results For Extrinsic Factors on the Basis of Frequency of
Purchase

95% Confidence
(I) Mean
(J) Std. Interval
Buy Difference Sig.
Buy Branded Error Lower Upper
Branded (I-J)
Bound Bound
Monthly .69925 2.73258 .996 -6.9615 8.3600
Every six
.52165 2.68473 .998 -7.0050 8.0483
Every week month
Once in a
3.28968 3.01551 .755 -5.1643 11.7436
year
Every week -.69925 2.73258 .996 -8.3600 6.9615
Every six
-.17760 1.39433 .999 -4.0866 3.7314
Monthly month
Once in a
2.59043 1.95695 .626 -2.8959 8.0767
year
Every week -.52165 2.68473 .998 -8.0483 7.0050
Every six Monthly .17760 1.39433 .999 -3.7314 4.0866
month Once in a
2.76803 1.88956 .543 -2.5293 8.0654
year
Every week -3.28968 3.01551 .755 -11.7436 5.1643
Once in a Monthly -2.59043 1.95695 .626 -8.0767 2.8959
year Every six
-2.76803 1.88956 .543 -8.0654 2.5293
month
* The Mean Difference is Significant at the 0.05 Level.

8.9 DESCRIPTIVE STATISTICAL ANALYSIS OF EXTRINSIC FACTORS ON

THE BASIS OF GENDER:

The difference in the purchase behaviour of the consumers based on the gender is studied
in the table: 8.9 (a) through t test and it states that the 324 female respondents have a
higher mean (118.003) with standard deviation of 15.468 and 0.93 as the standard error
mean as compare dot 276 males having a mean value at 115.833 with 15.468 as the
standard deviation and 0.931 as the standard error mean.

431
 Table- 8.9 (a): Descriptive Statistical Analysis of Extrinsic Factors on the Basis of
Gender

Gender N Mean Std. Deviation Std. Error Mean

Male 276 115.833 15.468 .931
Female 324 118.003 14.788 .821

The value of F when equal variances are assumed, is found at 1.724 with the value of
significance at0.190 and -1.754 as the t value. The value of two tailed significance is
found at 0.080 with -2.169 as the mean difference and 1.237 as the standard error
difference. The value of t in case when equal variances are not assumed is found at -
1.747 with 573.790 as the degree of freedom and the value of t in case when equal
variances are not assumed is found at -1.747 with 573.790 as the degree of freedom and
the value of two tailed significance is found at 0.081 whereas -2.169 is found as the mean
difference. As shown in table: 8.9 (b).

Table- 8.9: (b) Independent Sample Test for Equality of Mean Extrinsic Factors on
the Basis of Gender

Levene's
Test for
t-test for Equality of Means
Equality of
Variances

95% Confidence
Sig.
Mean Std. Error Interval of the
F Sig. t df (2- Difference
Difference Difference
tailed)
Lower Upper

Equal
variances 1.724 .190 -1.754 598 .080 -2.169 1.237 -4.599 .260
assumed
Equal
variances
-1.747 573.790 .081 -2.169 1.241 -4.608 .269
not
assumed

432
8.10 DESCRIPTIVE STATISTICAL ANALYSIS OF EXTRINSIC FACTORS ON
THE BASIS OF MARITAL STATUS:

The marital status of the consumer also effects his/ her preference towards a particular
brand which is quite evident in table: 8.10 (a) wherein 230 consumers who are single are
found to be more influenced by extrinsic factors (117.009) with the standard deviation of
14.672 and standard error mean at 0.967 as compared to 370 married respondents
(117.002) with standard deviation at 15.428 and standard error mean at 0.802.

Table- 8.10 (a): Descriptive Statistical Analysis of Extrinsic Factors on the Basis of
Marital Status
Marital status N Mean Std. Deviation Std. Error Mean
Married 370 117.002 15.428 .802
Single 230 117.009 14.672 .967

The table: 8.10 (b) shows the value of F at 1.765 and significance is at 0.184 with the
value of t, at -0.005 in case when equal variances are assumed. The value of two tailed
significance is found at 0.996 and the mean difference at -.006. The standard error
difference is found at 1.271 and the lower bound at -2.503 and thee upper bound at 2.491.
The value of t when equal variances are not assumed is found at -.005 with 504.163 as the
degree of freedom and two tailed significance is found at .996. The standard error
difference is at 1.26 and the lower bound is found at -2.475 and upper bound at 2.463.

Table- 8.10 (b): Independent Sample Test for Equality of Mean Extrinsic Factors on
the Basis of Marital Status

Levene's
Test for
t-test for Equality of Means
Equality of
Variances
95% Confidence
Sig. Interval of the
Mean Std. Error
F Sig. t df (2- Difference
Difference Difference
tailed)
Lower Upper
Equal
variances 1.765 .184 -.005 598 .996 -.006 1.271 -2.503 2.491
assumed
Equal
variances -.005 504.163 .996 -.006 1.26 -2.475 2.463
not assumed

433
8.11 DESCRIPTIVE STATISTICAL ANALYSIS OF EXTRINSIC FACTORS ON
THE BASIS OF RESIDENTIAL AREA:

As far as the difference in the consumer behaviour with regard to the residential
background is concerned, 324 respondents from urban area are more influenced by the
extrinsic factors (118.093) with the standard deviation of 16.095 and 0.968 as the
standard error mean than the 276 respondents from rural background (115.728) with
standard deviation of 16.095 and 0.968 as the standard error mean, as per table: 8.11 (a).

Table- 8.11 (a): Descriptive Statistical Analysis of Extrinsic Factors on the Basis of
Residential Area

Residential Area N Mean Std. Deviation Std. Error Mean

Rural 276 115.728 16.095 .968
Urban 324 118.093 14.192 .788

The results in table: 8.11 (b) shows that the value of F in case when equal variances are
assumed, is found at 3.731 with the significance level at .054 and the t value at -1.912 and
598 as the degree of freedom. The value of two tailed significance is found at 0.056 with -
2.364 as the mean difference and 1.236 as the standard error difference. Whereas when
the equal variances are not assumed, the t value is found at-1.893 with 553.284 as the
degree of freedom and 0.059 as the value of two tailed significance value. The mean
difference in this case is found at -2.364 with 1.249 as the standard error difference.

Table- 8.11 (b): Independent Sample Test for Equality of Mean Extrinsic Factors on
the Basis of Residential Area

Levene's
Test for
t-test for Equality of Means
Equality of
Variances
95% Confidence
Sig. (2- Mean Std. Error Interval of the
F Sig. t df Difference
tailed) Difference Difference
Lower Upper
Equal
variances 3.731 .054 -1.912 598 .056 -2.364 1.236 -4.793 .064
assumed
Equal
variances
-1.893 553.284 .059 -2.364 1.249 -4.817 .089
not
assumed

434
8.12 CORRELATION AMONGST VARIOUS EXTRINSIC FACTORS:

The table: 8.12(a) shows that the highest correlation is found in case of social and
situational factors (0.695) followed by reference group and situational factors (0.661).
The next high correlation is found in case of product quality and situational factors
(0.613) lifestyle and situational had the lesser correlation at 0.530. The least correlation is
found in case of culture and situational factors (0.430).

Table- 8.12(a): Correlation amongst Various Extrinsic Factors

Correlations
Product Life
Situational Reference Social Culture Extrinsic
Quality Style
Pearson
1
Correlation
Situational
p-value
N 600
Pearson
.661** 1
Correlation
Reference
p-value .000
N 600 600
Pearson
.695** .631** 1
Correlation
Social
p-value .000 .000
N 600 600 600
Pearson
.480** .498** .410** 1
Correlation
Culture
p-value .000 .000 .000
N 600 600 600 600
Pearson
.613** .536** .585** .471** 1
Correlation
Product
Quality p-value .000 .000 .000 .000
N 600 600 600 600 600
Pearson
.530** .500** .493** .351** .477** 1 S
Correlation
Life Style
p-value .000 .000 .000 .000 .000
N 600 600 600 600 600 600
Pearson
.863** .836** .828** .697** .781** .650**
Correlation
Extrinsic
p-value .000 .000 .000 .000 .000 .000
N 600 600 600 600 600 600

435
As far as the reference group is concerned, 0.631 is found as the correlation with social
factors, least correlation is found at 0.498 in case of culture and 0.536 in case of product
quality and features. The correlation with lifestyle is found at 0.500.

The correlation between social and culture factors is found to be at 0.410 which is the
least of all and the highest correlation with social factors is found in case of product
quality (0.585) and 0.493 as the correlation with lifestyle.

Product quality and features are related to culture at 0.471 and 0.351 with lifestyle.
Lifestyle and product quality and features are found to be correlated at the level of 0.477.

The highest total correlation with extrinsic factors is found in case of situational factors
(0.863) and the least in case of lifestyle (0.650).

8.13 CORRELATION AMONGST TOTAL INTRINSIC AND TOTAL

EXTRINSIC FACTORS:

The correlation of total intrinsic and total extrinsic factors is studied in table: and it states
that 0.908 is the correlation found in case of intrinsic and extrinsic factors on the whole in
case of 600 respondents, as shown in table: 8.13 (a).

Table- 8.13(a): Correlation amongst Extrinsic and Intrinsic Factors:

Correlation
Extrinsic Intrinsic
Pearson Correlation 1
Extrinsic p-value
N 600
Pearson Correlation .908** 1
Intrinsic p-value .000
N 600 600

To sum up, the influence of extrinsic factors is found highest in case of respondents from
Amrtisar in the age group of 36-50 years having educational level of upto intermediation
an dare homemakers belonging to the extended families having children upto the age of
4-6 years in their family and are found buying branded readymade garments every week.
Also, the married female consumers having income between 2,00,001-5,00,000 residing
in urban area are the most influenced group of consumers.

436
Like a voyager, who after finishing his voyage, reaches destination and glances back to
see the distance that he has covered for identifying the important landmarks he came
across. During the course of study, a large number of observations have come to light.
This chapter presents conclusion emanating from analysis of the data. This also offers
some fruitful suggestions based on findings of the study.

9.1 SUMMARY AND CONCLUSIONS:

Market is flooded with several options; there are numerous brands available with different
features and prices. Every consumer is different and behaves in a different way. The
chapter “Introduction” states that consumer behaviour is very unpredictable and its study
is very important for every marketer. Many different factors influence consumer buying
behaviour, the choice of a product or a brand affects their buying behaviour. Some factors
are intrinsic or internal while others are extrinsic or external; these may vary from
consumer to consumer and affect their brand choice and buying behaviour. The intrinsic
factors affecting the consumer buying behaviour are motivation, perception, cognition,
learning, belief attitude and personality. Motivation means “to motivate”, the motivation
may be positive or negative, a product or a brand used by a consumer if gives him/her
satisfaction will give a positive motivation to buy whereas if a consumer does not get
positive results as per his/her expectations, then it may act as a negative motivation for
the consumer. Motivation is the intrinsic factor and influences consumer buying
behaviour towards branded readymade garments. Another intrinsic factor is perception
which means “to perceive”, the manner in which a consumer perceives a product or a
brand or even an advertisement related to that product or brand. An advertisement
showing the features and use of a product may be perceived differently by different
consumers, depending on their past experience with the product or other factors relating
to development of an image about that product or brand. The next intrinsic factor is belief
and attitude, which includes the beliefs developed by the consumer, what he/she believes
affects his/her buying behaviour. For example some consumers believe that the price of a
product helps in determining its quality, high price means high quality and vice versa.
Such belief helps in the formation of attitude of a consumer towards that particular brand
or product. The consumer attitude may be negative or positive towards a particular brand
or product. Cognition is the factor known as a bigger umbrella for perception and it is like
a process whereupon a consumer bases on his/her beliefs, perception and other factors a
consumer uses his mental ability to reach to conclusion about a product or brand as a

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whole. The next variable is learning, a consumer learns about a product through various
sources and develops a behaviour towards it. What is learnt depends on experience with
the product or brand, sometimes the consumer learns about a brand from his relatives or
friends or peers while at other time from the advertisements, audio or visual, but again
learning about of a product or brand is not enough, what is important is whether the
consumer is able to recall and decide to repurchase the same product or brand when
needed. The satisfaction received, the features promised and other such factors help in
predicting consumer behaviour in future. The personality of a consumer is the next
determining factor that shapes consumers’ buying behaviour towards a branded
readymade garment. The personality of a consumer may be introvert or extrovert,
sometimes a brand is liked by the consumer but is not purchased by him/her because it
does not match his/her personality. An introvert person may wish to buy short length dress
of a particular brand but due to the shyness and low self esteem, may not buy the same.

Several extrinsic factors also affect the consumer buying behaviour and its worth
mentioning here that these factors may vary from person to person. The first factor is the
situational factor, it represents the location of the branded apparel showroom, the
ambience, the interiors and wall colors, placement of displayed products etc.. These
factors also play a very vital role in the buying behaviour of the consumer, sometimes a
consumer may prefer going to a far away showroom to buy a particular brand or a product
because of attractive interiors and display that appeal to him/her, on the other hand some
consumer may not prefer a particular brand because of the location of the showroom
which they do not like due to some reasons.

Friends, family and peer groups are the most important part of any person, the brands
choices of these reference groups also help in the development of consumer preference
towards a particular brand. A particular brand may attract a consumer but is not liked by
consumer’s peers or family members; this may stop him/her from buying it. At the same
time, the consumer may opt for a particular brand as suggested or recommended by
him/her friends, peers or a family member, thus, this shapes the consumer behaviour
towards a particular brand or product. A man is indeed a social animal, the societal norms
or views of the society are among the most influential factors, and the choice of a brand
and purchase of a brand are two different things as the brand preferred by a consumer
may not be purchased by him because of the dislike for that in the society. India is a land
of cultures and sub cultures, different cultures are followed by consumers in different

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parts of the country, the way in which a consumer reacts or behaves depends on the
culture to which they belong. Women residing in the southern India prefer wearing a
saree whereas suits and jeans in case of women in northern areas of our country. Culture,
job status, position, role and status of a person in the society helps determination of his
her lifestyle, the consumer may like a particular brand which suits his lifestyle as a whole.
Lifestyle is determined by factors mentioned above; these are helpful in developing
choice of a brand or a product. Last but not least are product qualities and features, only a
brand or product capable of giving desired features at a reasonable or just price is
preferred by the consumers. If a product fails to provide desired outcome with regard to
the features, price and quality, it is not preferred by consumers even if other intrinsic or
extrinsic factors favor it. The reason for this behaviour is that though other factors prevail,
but the consumer is expected to first see and experience features of the product on his
own, only then evaluation based on other factors is finalized by him.

In view these factors and their influence on the buying behaviour of consumers, an
attempt has been made to undertake a comprehensive and objective study of factors
influencing the buying behaviour of consumers towards branded readymade garments in
major cities of Punjab.

The present study has been carried out to study the factors influencing consumer buying
behaviour towards branded readymade garments in major cities of Punjab. Though factors
have been categorized as intrinsic and extrinsic, the focus of this study is to analyse major
factors influencing consumer behaviour and to understand the reasons for the consumer
behaviour.

The chapter “Review of Literature” shows that several studies have been carried out to
understand consumer behaviour and various factors have been analysed in different areas
internationally and nationally, Gust (2004), Lam (2001), Shrestha (2016) analysed
lifestyle as the factor influencing consumer behaviour and it was found to be one of the
most influencing factor of all the external factors. Rajput et. al. (2012) in their findings
stated that Indian consumers are under the middle income group segment and prefer
saving rather than spending on lifestyle and good living because of income constraint.
Foxman (2002), Belcha et. al. (2005), Martensen (2008), Sharma (2008)examined the role
of children in family decision making process and it was found that due to the greater
access to internet, the children were more aware of the options available and had an
influencing role in buying behaviour. Verma and Kapoor (2004), Kacen and Lee (2005),

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Tamboli (2008) Murugaiya and Vishwas (2008), Azevado et. al. (2008), Mortimer and
Clarke (2011), Kumar et. al.(2010)studied the role of women in decision making process
of the family and found that the women were more dominant in the decision making of
any household. Selvi (2008) analyzed the consumption pattern of the employed people
and a change in the expenditure pattern due to the easy availability of loans and subsidies
to the employed people. Barnier et. al. (2006), Seo and Lee (2008), Jozsa et. al. (2010)
highlighted the role of social influence in consumer behaviour and found that parents’
perceived knowledge correlates positively with the susceptibility to friends’ influence
(and vice versa) as well, and people with high need to evaluate are rather subject to
friends’ normative influence. Park and Park (1977), Grimm et. al. (1999), Lascu and
Zinkhan, (1999), Jung and Kau (2004), Kaur and Singh (2004), Heinz and Kuhling
(2009), Jozsa et. al. (2010), Amaldoss and Jain (2010) found that the presence of
reference groups can motivate firms to add extra features with a higher cost which may
provide limited or almost no functional benefits to the consumers using such products.

Mihic and Culina (2006), Sharma (2008), Tinne (2011), Abdu and Purwanto (2013)
studied the significance of social class and income in the purchasing behaviour. Their
research showed that purchase behaviour is more related to the income of the consumer in
case of products with significant expenditure (like alcoholic drinks, insurance etc.)
whereas in case of products reflecting lifestyle values i.e. more expensive products
(macrobiotic nutrition, furniture design, holidays, choice of restaurants etc.) associated
with the symbols of class, Social class was found to be a more significant factor than
income. Talay et. al. (2015)culture values were found to be providing boundary lines for
this relationship in their research. Thompson and Chmura (2015) found that the
consumers belonging to countries from high masculinity values and high levels of
uncertainty shun loyalty programs and preferred immediate promotional offers.

Ayanwale et. al. (2005), Lalitha et. al. (2008) conducted a research to examine the role of
advertisement in the brand preference of consumers, the main consumers being affected
by the advertisement in case of Bournvita were found to be from the age group of 10-20
years. Whereas, in studies undertaken by Zinkhana and Braunsbergerb (2002), McFatter
(2005)Miller (2007), Sridhar (2009), Kazmi (2012) the impact of status on the perceived
brand on overall brand value across two product categories was studied and the impact of
status of perceived brand was found to be stronger than the overall value of brand. Rai
and Gopal (2009) found that elderly people had more preference for purchase of ethnic

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apparel while in the purchase behaviour of young and middle aged groups, it was found to
be almost equal. Consumer buying behaviour has no association with gender, region to
which the respondents belong and annual family income, but it has association with
occupation. Variawa (2010) found that low income group consumers prefer having
premium packing of the goods they buy so that it can be reused after consumption of the
product. A negative correlation was found between product packaging and brand
experience in case of low income consumers. Tinne (2011) found that pricing strategies,
store characteristics, situational factors and promotional activities have a direct influence
on the impulse buying behaviour of the consumers in Agora and Meena Bazar. Ali et. al.
(2012) found that rural consumers in South India consider usage of FMCG as
contribution to their lifestyle. Also price, quality, performance, reliability, brand was
found to influence rural purchase of FMCG products. Pandian et. al. (2012) found that
convenient shop hours and offers and discounts are the two factors that influence
consumers’ choice of a brand.

Situational factors like store environment, social surroundings, temporal perspective and
antecedent dimensions of the situation on the purchase outcomes of the shoppers’
particularly Croatian hyper market were studied. It was found that high perceived density,
large scale shopping and the social surroundings were the factors significantly
contributing to higher purchase outcomes Anic and Radas (2006). Rai and Gopal (2009),
Mihic and Kursan (2010), Mandila and Gerogiannis (2012), Srivastava and Kumar (2013)
found that most situational factors affect impulsive buying to some extent. The consumers
who were markedly immune and mostly rational did not show any major affect of
situational factors on their impulsive buying behaviour. Saleem and Abideen (2011),
Mandila and Gerogiannis (2012), Nobbs et. al. (2012)concluded that the type of music
played in the store has a direct relation with the consumer purchase behaviour. Odeh and
Rumman (2014) showed that good physical surrounding will help in increasing consumer
buying behaviour via spending more time, money, and satisfaction buying. The
dimensions of physical surrounding affect in consumer buying behaviour.

Amatulli and Guido (2011), Krishnan (2011) found that the main aim of purchase of
luxury fashion products by Italian consumers is to match their lifestyle and to satisfy their
inner drives, Montazeri et. al. (2013), Chen and Kim (2013), Ueasangkomsate and
Santitteerakul (2016)found that status branding, brand attitude, paying premium for a
branded clothing, self concept and reference groups have a positive effects on female

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consumer buying behaviour while increasing consumer involvement in fashion clothing.
Abdu and Purwanto (2013) found that motivation, perception, belief and their experience
towards the product have a direct and a positive relationship with the consumer buying
behaviour. Karoui and Romdhane Khemkhem (2016) found that the consumers felt proud
and happy after purchasing a product referring and symbolizing their Islamic community.

Jarvelainen (2012) conducted a study to analyse the factors considered important by the
Russian consumers in clothing products and the perception they have in their minds for
the clothes originating from Finland, found that depending on the customers’ values and
perceptions, the image of the product country can either be increased or decreased
viz-a-viz the perceived value. Jarvelainen (2012), Guha (2013), Luo and James (2013)
attempted to identify the changing perception and buying behaviour of working women
with a comparison to nonworking women in urban India. Sadasivan and Rajeswari
(2014)analyzed factors influencing consumer purchase decision at the store outlet and
analyzed the relation between perception, expectation and satisfaction. Garrido et. al.
(2016) found that both displays and advertising flyers on sales influence quality
perception. Also, the extrinsic quality perception was found to be effected due to the
brand name heuristic.

Khan and Nasr (2011), Kumar and Varadaraj (2013), Guha (2013)found that older
women were more inclined towards purchase of national/ethnic products while younger
generation was more inclined towards purchasing imported products as they were more
brand and fashion conscious due to their desire to be socially accepted. The factors like
leisure time, social orientation, adoption of innovative techniques, family orientation,
opinion towards brands, opinion about quality and perception of life were considered
according to Krishnan (2011).

Kotler and Keller (2012) found that consumer behaviour mainly deals with the process of
learning the reasons behind a particular behaviour of the consumer how they choose, buy
use and dispose the goods.

Miller (2007), Krishna and Shylajan (2007), Aggarwal (2010), Pandian et. al. (2012),
Luo and James (2013), Singh and Kumar (2014), Thompson and Chmura (2015), Krishna
and Chalam (2015), Bapna et. al. (2015), Linda (2016) found that culture, government
policies, marketing activities and reference groups, perception, attitudes, learning,
behaviour, motivation and emotions, self concept, lifestyle are simultaneously significant

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to the dependent variable i.e. the consumer house buying behaviour. Hansen(2005),
Kumar et. al. (2010), Sophie (2013), Bashir et. al. (2013), Thagunna (2013), Pandey and
Pandey (2013), Schroder (2013) found that the brand equity for the brand ANF can be
sustained and a positive multiple sensory stimuli is found to be available at an
unconscious cognitive psychological level.

Wiedmann et. al., (2012) found that the moral beliefs about the counterfeit consumption
is affected by the preference of the counterfeit brand only if the value expressive function
is served to the consumers. Narang (2006), Zambardino and Goodfellow (2007), Morling
and Strannegard (2007), Montazeri et. al., (2013) concluded in their study that by using
consumer attitude, forecasting her/his behaviour is possible, and to change the behaviour,
changing his/her attitude through advertising and offers can be helpful. Chen and Kim
(2013) concluded that a positive attitude was found towards luxury brand on the
intentions of these consumers to buy gifts for both self use and gifting purposes and
brand name was found to be having positive impact on consumer attitude for gifting
purpose. Singh and Kumar (2014) found that the consumer are aware of the eco-friendly
products and they consider these products as safe for health/personal benefits like
reduction in electricity bills by using them. Ueasangkomsate and Santitteerakul (2016)
revealed that health is the main criterion to choose organic foods followed by attitude of
the consumers with local origin, environment and safety of food. Linda (2016) suggested
that the utilization of multicultural advertising will influence consumer attitudes and
behaviours across the board because multicultural marketing strategies will be received as
more reflective of the on-going demographic changes in our society.

Mihic and Culina (2006), Souiden et. al. (2011), Wiedmann et. al. (2012), Ranjansaha
(2012), Sata (2013) conducted a research in Canada and Tunisia and it was found that
both the cultures are positively influenced by social status display as far as association
with the consumption is concerned. Also, the consumers in both cultures reckon that their
social status may affect their self-image which further leads to the conspicuous behaviour
of the consumers. Parvathi (2012) Most of the participants were found to be inclined
towards buying the brands that they normally bought based on their previous experiences.
Consumers were mainly found to be reluctant to choose a new brand even when a variety of
brands are available in the market.

“Research Methodology” chapter depicts that the present study has been conducted to
study the consumer behaviour in major cities of Punjab i.e. Ludhiana, Patiala, Jalandhar,

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Mohali, Amritsar and Chandigarh. These cities were selected as these are among the most
fast growing cities and have the highest GDP of all cities of Punjab. These cities have
been selected due to urbanization and infrastructural development and thus can represent
cities of Punjab as a whole. Sample consisted of 100 respondents from each city
comprising of 600 as the total sample for the current research using questionnaire method.
Convenience sampling, Snowball and judgmental sampling was used to collect data from
the consumers of different age groups, educational and occupational background and
residential area i.e. from rural and urban area. Personal interview method was also used to
collect the additional information so required and to make the questionnaire clear to the
respondents. Efforts were made to collect data almost equal data from male and female
respondents and respondents having different income level and different frequency of
purchase, so as to get the data from respondents of various consumers.

The main objectives of the study are as follows:

i. To analyse the relationship between demographic factors and consumer behaviour.

ii. To determine the influence of intrinsic factors on the consumer buying behaviour
towards branded garments
iii. To study the impact of extrinsic factors on the consumer buying behaviour towards
branded garments.
iv. To conclude and suggest thereof to the manufacturers of branded readymade
garments to consider the intrinsic as well as extrinsic factors influencing the buying
behaviour of consumers in particular and all other manufacturers in general.

It has been found that total six factors have been extracted through factor analysis each in
extrinsic and intrinsic.

The results of Kaiser- Meyer- Olkin measure supports that factor analysis is appropriate
for the data and Barlett’s test of sphericity is significant at 93.7% i.e., its associated
probability is 0.000, which means that correlation matrix is not identity matrix. Value of
Cronbach Alpha for extrinsic factors is found at 0.931. Also, results shows that the value
Total variance table reveals that the first factor accounts for 3.880%, second at 3.752%,
third at 3.199%, fourth factor 2.951%, fifth factor as 2.434% and sixth at 1.852% while
all other factors are not significant, as in case of extrinsic factors.

Rotated component matrix shows that only six factors have been extracted through factor
analysis i.e. situational, culture, reference group, social class, product quality and
lifestyle.

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The scree plot also reveals that only six factors are found significant. Further, component
matrix depicts loadings of the thirty variables on the six factors so extracted.

In case of intrinsic factors, Kaiser-Meyer-Olkin Measure of Sampling Adequacy at 92.7%

i.e. its associated probability is 0.000, which means that correlation matrix is not identity
matrix. Value of Cronbach’s Alpha is found to be at 0.922.First, contributes 4.548%,
second at 3.147%, third factor as 2.907%, fourth factor at 2.711%, fifth factor at 2.655%,
sixth factor is found at 1.963%, all other factors are not significant. Further, component
matrix depicts loadings of thirty variables on the six factors extracted.

Rotated component matrix shows that the only six factors have been extracted through
factor analysis i.e., Motivation, perception, cognition, learning, belief and attitude and
personality.

Various tests are used to derive and analyse the data so collected and the following results
are obtained. Chi square test, ANNOVA, Post Hoc test, standard deviation, t test, factor
analysis and correlation has been used to analyse and interpret the results of the data so
collected. After analyzing and interpreting the data so collected from respondents, the
findings of the study has been along the following lines:

“Demographic Profile of Consumers Viz-a-Viz Significant Determinants of Buying

Behaviour” shows the demographic profile is concerned, data is collected from
Chandigarh, Ludhiana, Patiala, Amritsar, Mohali and Jalandhar and an equal sample of
16.67 % is collected comprising of 46 % males and 54 % females.

29.53 % respondents are in the age group of 18-25 years, 39.83% in the age group of 26-
35 years. Percentage of respondents from the age group of 36-50 years is 21.34.
Respondents in the age group of over 50 years stood at 9.3%.

In case of educational level, the consumers having education level of upto intermediation
comprises of 6.34 %, 24.26 % from the educational background of under graduate, 50.83
% respondents are from the educational level of post graduate or above and 18.67 %
respondents from educational background of professionals.

Data have been collected from respondents from different occupational levels, 49.33%
respondents are from service, 12.5 % homemakers, 19.17 % professionals, 14% students
and 5% from other backgrounds.

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The consumers earning annual income less than 2,00,000 are 38.34 % of the sample
population, 33.83 are from the income group of 2,00,001- 5,00,000 and respondents in the
income group of 5,00,001-10,00,000 are 17.83 %. 10% respondents are earning more
than 10,00,000 annually.

61.67% respondents are married and 38.33% are unmarried. The respondents having
children upto the age of less than 2 years are 36.17%, 2 - 4 years 22.17%, 15.17%
respondents have children upto the age of 4- 6 years and 13.16% respondents have
children 6 - 8 years and 13.33% respondents having children above 8 years.

46% of the respondents are from rural areas and 54 % from urban areas. As far as the
family structure is concerned, 32.17 % respondents are from nuclear families, 59.00 %
from extended families, 8.83 % respondents from joint families.

6 % Consumers buy branded readymade garments every week, 34.67 % buy every month,
45.33 % respondents buy once in every six months and 14% respondents buy branded
readymade garments once in a year.

The chapter “Influence of Individual Intrinsic Factors on Consumer Buying

Behaviour” states that the intrinsic factors are the internal factors which are within an
individual and are different from person to person depending upon his exposure to
extrinsic factors and their own personal factors as a whole. The intrinsic factors so found
are perception, cognition, motivation, personality, belief and attitude and learning. The
influence of these six factors is studied in the current chapter in the consumer buying
behaviour towards purchase of branded readymade garments and it shows the following
results.

The first factor so studied is motivation, the influence of which is found to be the most in
case of respondents from Amritsar as compared to the respondents from Jalandhar,
Mohali, Chandigarh, Patiala and Ludhiana. The reason could be that the people of
Amritsar want to stay updated and thus they feel more motivated to buy branded
readymade garments and being a newly developed city, they feel the need to get
motivated for the same.

The respondents in the age group of 36-50 years are found to be influenced by motivation
and the reason could be that the consumers of this age group are easily motivated or de-
motivated to buy a specific brand or a product, thus as compared to the consumers of any
other age groups, they feel the influence of motivation more than the others.

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Respondents having educational level of professional are more inclined towards
motivation and the reason could be that this is the educated class of consumers and they
need to be more updated and wear clothes according to the new trends so the motivational
factor is the driving force for them to buy branded readymade garments.

The homemakers are motivated more than respondents of any other occupational level
and the reason could be that homemakers face pressure to cope with changing trends in
the society and to keep in step with the societal changes and trends they feel the influence
of motivation.

The respondents having income of more than 10,00,000 are found to be highly influenced
by motivation and the reason could be that the as they have a good amount to spend on
luxurious needs so they follow their motivational desires to buy or not to buy a specific
brand of readymade garments.

The respondents from nuclear families are found to be influenced by motivation as they
don’t have any other family pressure and commitments as they have less number of
family members so motivational drives rule their purchase process.

The respondents having children 6 -8 years of age are more influenced by motivation and
the reason could be that they have children of small age and they can easily follow their
motivational drives to buy branded readymade garments.

The married respondents were found to be more influenced by motivation as compared to

the respondents who are unmarried as the married respondents have more of motivational
drives and the reason could be that the married consumers have their spouses who keep
updating them with the latest trends in the market.

The male respondents are found to be more influenced by motivation as compared to the
female respondents.

The respondents from rural area are found to be more influenced by motivation than the
respondents from urban area and the reason could be that the respondents from rural area
are not much into the purchase of branded readymade garments due to which they do it
very occasionally and thus they need a motivational force to make them buy the branded
readymade garments. That motivational force can be in any form but it acts as the main
driving force behind the purchase of branded readymade garments made by them.

The respondents who buy branded readymade garments every week are found to be more
inclined to motivation and the reason could be that the respondents who buy branded

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readymade garments every week are more prone to motivational factors as compared to
the respondents who buy every month, once in six months or once in a year.

Belief and attitude of the consumer means the belief of the consumer, what a consumer
believes and the attitude so developed by him/ her towards a particular brand or product.

The findings state that the respondents from Jalandhar are more influenced by belief and
attitude and the reason could be that the respondents from Jalandhar have their own
beliefs and attitude and the respondents from Jalandhar are more educated and thus it
becomes difficult to move them from their inner beliefs about a particular brand and their
attitude so developed due to their past experiences or any other factor.

The respondents in the age group of 18-25 years are found to be most influenced by belief
and attitude and the reason could be that the respondents of this age are the youngsters
and they tend to develop a belief and an attitude about a brand on their own and there
might be several reasons behind their such beliefs and attitude which further makes it
difficult to change.

The respondents having educational level of under graduation are more influenced by the
belief and attitude and the reason could be that the respondents having less educational
level have their stagnant minds due to lack of proper education and knowledge thus their
beliefs and attitude so developed by their improper knowledge and education effects their
purchase behaviour towards branded readymade garments.

The respondents having income of more than 10,00,000are found to be highly influenced
by belief and attitude and the reason could be that the respondents in this income group
tend to have developed an attitude and belief towards a particular brand and due to their
income level, they keep testing their belief again and again till the time an attitude is not
developed out of it.

The respondents from extended families are found to be more influenced by belief and
attitude and the reason could be that they must have developed an attitude about a brand
based on their beliefs which becomes quite difficult to be changed because of the
presence of so many opinions in the form of family members and if they tend to listen to
all of them, they might end up into confusion so they tend to develop a firm belief
regarding the same.

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The respondents having children 2-4 years are found to be firmly influenced by belief and
attitude as compared to the respondents having children upto the age of less than 2 years,
4-6 years, or 6-8years.

Respondents who are homemakers are not influenced by any other factor, they are more
influenced by belief and attitude and the reason could be that the homemakers tend to
develop a belief about a particular brand and develop an attitude about the same based on
their experiences, repeated purchases and other factors.

At the same time, the unmarried respondents are found to be more influenced by the
belief and attitude as compared to the married consumers and the reason could be that the
unmarried consumers can have a belief or attitude of their own whereas a married
respondent’s belief may get influenced by the belief and attitude of their spouse.

The female respondents are found to be more influenced by belief and attitude as
compared to the male respondents the reason could be that the females tend to develop a
belief about a product and tend to stick to it without taking into consideration the other
factors.

The respondents residing in urban area are more influenced by the belief and attitude and
the reason could be that the as they are more exposed to the developed economy and
infrastructure, they are more prone to follow the belief and attitude so formed by them.

The respondents buying branded readymade garments every six months are found to be
inclined towards belief and attitude and the reason could be that though they buy every
six weeks they buy every week but their purchase behaviour is dependent on their attitude
so formed due to their belief.

Perception is the next intrinsic factor, which means the way a consumer perceives.

The respondents from Jalandhar are found to be more influenced by perception as

compared to the respondents from Chandigarh, Ludhiana, Mohali, Amritsar and Patiala
and the reason could be that Jalandhar being a developing city and the consumers tend to
buy branded readymade garments as per their own perception.

The respondents in the age group of 18-25 years are found to be more influenced than the
respondents in the age group of 26-35 years, 36-50 years and 50 years or above and the
reason could be that the respondents of this age group take many factors into
consideration before making any perception about the same.

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Respondents having educational level of under graduate are found to be more influenced
by perception and the reason could be that the respondents of this education level lack full
knowledge and exposure hence they tend to form a perception of their own based on other
factors.

The respondents who are in other occupations– that include agriculture, business,
consultancy, institute owners etc.. are found to be more inclined towards perception and
the reason could be that they have a social circle as per their own status and class and they
regularly meet those people only and thus tend to develop a perception based on the
viewpoints received by their coordinates, or their experience or other such factors.

The respondents earning an annual income of more than 10,00,000are found to be highly
influenced by perception and the reason could be that these consumers have their separate
disposable income and trends to be followed as per their styles, status or position. They
may perceive a high priced garment as a high quality product too and their perception is
quite firm and they tend to follow that.

The respondents from nuclear families are found to be highly influenced by perception as
they have no family pressure and they can buy as per their own perception as compared to
the respondents from joint and extended families.

The respondents having children upto 4-6 years of age are influenced by perception more
than the respondents having children upto the age of less than 2 years, 2-4 years, 6-8
years and 9 years and above.

Respondents who buy branded readymade garments every week are more influenced by
perception and the reason could be that they buy branded readymade garments very
regularly and due to their repeated purchases, they tend to form a perception of their own
based on many factors including their experiences and product performance etc..

The unmarried respondents are found to be more influenced by perception as compared to

the married respondents as the unmarried consumers can have their individual views and
opinions about a product and brand which is not so in case of married respondents who
have mixed responses and views due to their spouses.

Female respondents are more influenced by perception as compared to the male

respondents and the reason could be that the females tend to perceive about a brand which
influences their purchase behaviour.

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Respondents from urban area are more influenced by perception as they are more exposed
to the better technology, options and infrastructure thus it helps in the development of
perceptions better than the respondents from rural area.

The next factor is found as cognition, the highest influenced category is found in case of
respondents from Patiala and the reason could be that the respondents in the city of
Patiala are more exposed to the developmental economy as it’s a fast moving city in
terms of infrastructural and technological facilities thus giving a reasonable attitude in the
consumers of this city as compared to the respondents from Chandigarh, Ludhaina,
Jalandhar, Mohali and Amritsar.

The respondents in the age group of 36-50 years are found to be more influenced by
cognition as compare to the respondents of any other age group and the reason could be
that the respondents in this age group are more in logical thinking and justifiable
behaviour.

Respondents having educational level of post graduate or above are found to be more
influenced by cognition and the reason could be that the respondents are highly educated
and their education gives them the reasoning and logical thinking power as compared to
the respondents having educational level of upto intermediation, graduation, post
graduateor above.

The respondents who are in others as the occupational level are found to be highly
influenced by cognition and the reason could be that the respondents of this occupational
level tend to buy branded readymade garments as per their social status and type of
occupation.

The respondents earning annual income of more than 10,00,000 are found to be more
influenced by cognition as compared to the respondents earning less than 2,00,000,
between 2,00,001- 5,00,000, 5,00,001- 10,00,000 and the reason could be that the
respondents earning this income are more logical in thinking and decision making.

Married respondents were found to be more influenced by cognition as compared to the

unmarried respondents and the reason could be that the respondents who are married tend
to share their views with their spouses and justification and reasoning can be given by
their spouses for better decision making in the purchase process of branded readymade
garments.

The respondents from joint families are found to be more influenced by cognition as
compared to the respondents from nuclear and extended families and the reason could be

451
that there are many members in the family who give their suggestions and views
regarding the product or brand which helps in logical and procedural decision making for
the branded readymade garments.

The respondents having children 4-6 years of age are found to be highly influenced by
cognition as compared to the respondents having children upto the age of 0, 1, 3 and 4
years.

The respondents buying branded readymade garments every week are found to be highly
influenced by cognition and the reason could be that they are regular buyers of branded
readymade garments and thus they tend to form a logical reasoning of their future
purchase for the branded readymade garments.

Women are found to be more inclined towards cognition than male respondents in the
purchase of branded readymade garments.

Married respondents are found to be more influenced by cognition as compared to

respondents who are unmarried and the reason could be the availability of views and
suggestions from their spouses which helps in the development of their cognitive
behaviour.

Respondents from rural area are found to be more influenced by cognition as compared to
the respondents from urban area and the reason for the same could be that the respondents
from rural area have less exposure to technology and infrastructure and thus they do not
have complete knowledge about the options available in the market, thus they tend to
believe the views heard or seen and they tend to develop a logical reasoning for the same.

In case of personality, the respondents from the city of Amritsar are more influenced by
personality as a factor as compare to the residents from any other city under
consideration. The reason could be that mainly business class people are residing there, so
they get more influenced by the personality.

Respondents from the age group of 36-50 years are inclined towards personality as a
factor as they are settled financially and professionally settled in their lives, thus they are
more focused in maintaining their personality. They are more into showbiz and they feel
the need to be well groomed to enhance and their personality.

Respondents having educational level of under graduate are found to be more conscious
to develop their personality as compared to the respondents from any other educational
level, the reason could be to maintain their standard of living and to at par with their
contemporaries in the society.

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Homemakers are generally found to move out for their social commitments, for which
they may be finding a need to cope up with the changing trends in the society and thus
making their personality enhanced.

Respondents having income level of more than 10,00,000 annually are found to be more
influenced by personality as a factor as they move in the upper middle class circle and
they feel the pressure to maintain their status in the society through their personality.

Respondents having children 6-8 years of age, have their children at an age where they
prefer spending some money for the enhancement of their personality.

Respondents belonging to extended families are more inclined to the enhancement of

their personality as they may be having zeal to show themselves as better off position
than others in the family or to maintain their personality viz-à-viz other family members.

Respondents who buy branded readymade garments every six months are found to be
more influenced by personality, the reason could be that they buy branded readymade
garments at a very less frequency level so they ensure that whenever they buy, should be
something that matches their personality and enhances their status in the society.

Female respondents are found to be more conscious about updating their personality,
women are usually found to be more informed and try to upkeep their personality to mark
their presence in the society.

Married respondents have more inclination towards upgrading their personality standards
as compared to unmarried consumers, the reason could be that unmarried consumers are
usually found changing their trends and styles with their changing tastes and preferences
that is not too fixed.

Respondents from urban area are found to be more conscious and particular about
maintaining their personality as respondents from rural area are usually not so bothered
about their personality and outer appearances.

As far as the learning as an intrinsic factor is concerned, the highest influenced

respondents is found in case of Amritsar who are more inclined to buy branded garments
from their own learning as compared to the respondents from any other city under
consideration.

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Consumers in the age group of 36-50 years are found to be more focused on their learning
as they learn from all the factors and this factor is not found to be more influencing in
case of respondents from other age groups.

The respondents having educational level of post graduation or above are more inclined
towards the learning as a factor than the respondents from any other educational
background.

Homemakers are more influenced by what they learn about particular brands or products
from various internal or external sources and they buy as per their learning behaviour.

The respondents who are having annual income between 2,00,001- 5,00,000 are more
influenced by learning as a factor and this factor is found to be more influenced by
learning than the respondents from any other income level.

The respondents having children upto the age group of 4-6 years are inclined to use
learning in their buying behaviour towards branded readymade garments as compared to
respondents having children of any other age group.

The respondents from extended families behave as per their learning factor as compared
to the respondents from nuclear and joint families.

The respondents who buy branded readymade garments every six months are found to be
influenced by learning as a behaviour than the respondents who buy branded garments
every week, or once in six months and once in a year.

Female respondents are more influenced and buy on the basis of their learning as
compared to male respondents.

The unmarried respondents get influenced by learning than the respondents who are
married.

The respondents from urban area behave as per their learning in case of purchase of
branded readymade garments than the respondents from rural area.

The chapter “Combined Impact of Intrinsic Factors on Purchase Decisions of

Consumers” shows, the highest influence was found in case of respondents from
Amritsar as compared to respondents from Chandigarh, Mohali, Ludhaina, Patiala and
Jalandhar and the reason could be that the respondents in Amritsar are more exhibitionist
and at the same time have developed a taste, preference and image about a brand in their
minds so they are more influenced by the intrinsic factors.

454
Respondents in the age group of 36-50 years are found to be the most influenced of the
respondents from other age groups, they always tend to follow their own mind and what
and how they anlayse anything before making any purchase of branded readymade
garments.

The respondents having education level of upto intermediate are found to be highly
influenced by the intrinsic factors as they tend to buy keeping in view the motivational
factors, beliefs and attitude and other such intrinsic factors.

The respondents who are homemakers are found to be the most influenced category by
the intrinsic factors as they have developed an image of brand in their minds with the help
of their past experiences with the same and they follow that for the purchase of branded
readymade garments as compared to the respondents who are in service, professionals or
students.

Respondents earning annual income of more than 10,00,000 are the elite class and are
upper middle class consumers, they do not tend to change their preferences frequently
rather it is believed that their purchases are steady and firm in their minds based on their
inner drives.

Respondents having children of the age of 4-6 years are found to be more influenced by
the respondents having children of 0,1 or 3 years as they have other factors also which
they have to manage and thus they buy branded readymade garments based on their
perception, cognition, beliefs and attitude and learning etc..

Respondents from extended families are found to be more influenced by the intrinsic
factors and the reason could be that they have so many members in their families and they
cannot keep changing their preferences according to the opinions given by them, so they
at the end of the day follow their inner self while purchasing branded readymade
garments.

Respondents buying branded readymade garments every week are found to be most
influenced by the intrinsic factors and the reason could be that they buy these branded
readymade garments very frequently and due to which they themselves have gained a lot
of knowledge about the brand through their usage and experience so they tend to pay
regard to the same.

Female respondents are found to be more influenced by the intrinsic factors than the male
respondents and the reason could be that the females tend to have a firm attitude and

455
image of anything in their minds and it is quite difficult to change it so easily thus they
are more focused of behaving a per the intrinsic factors as compared to the male
consumers.

Unmarried respondents are more influenced by the intrinsic factors and the reason could
be that they don’t have a spouse to guide or to offer opinion thus they tend to have notion
about a brand on their own rather than listening or following others, they tend to purchase
as per their own senses an inner drive.

Respondents from urban area are the educated class consumers and they feel peer
pressure to maintain their class and standard of living so by experience with the brand or
the level of people they stay with or even with experience they tend to buy branded
readymade garments as per their own knowledge and beliefs rather than listening or
following others.

The chapter “Extrinsic Factors and Consumer Buying Behaviour” shows the influence
of above stated six extrinsic factors, i.e., situational factor, culture, lifestyle, reference
group, roles and status and social class on consumer buying behaviour is studied. With
regard to the influence of situational factor, 16.67 percent respondents from the city of
Chandigarh are found to be more influenced than the respondents from any other city.
The consumers in Chandigarh are found to be more influenced by situational factors like
location of store, music, ambience, lighting, product display and physical surroundings
than respondents from any other city in the research.

From demographic perspective, age helps in classification so as to indicate the structure

of exiting population and the 29.53 percent consumers in the age group of 18-25 years are
found to be more influenced by the situational factors, as this is the group of youths, they
believe more in the display, surroundings and music as compared to the respondents from
other age groups. The marketers also need to focus on the respondents from this age
group as they are more aware and conscious towards the purchase of branded readymade
garments.

6.34 percent respondents having the educational background upto intermediate are found
to be giving more importance to these factors in the purchase of branded readymade
garments. The reason may be that for them the flashy decor and attractive atmosphere and
the brand image are more important than any other factor. The influence of situational
factor is found to be less in case of respondents with any other educational background.

456
12.5% homemakers are again found to be more influenced towards the situational factors
as they have to manage the house chores and balance the time so they regard the location
of the store one of the most important factor in the purchase of branded readymade
garments.

Income is the most important factor in the purchase of luxury branded clothes and 33.83
percent respondents having annual income between 2,00,001- 5,00,000 get more
influenced by the situational factors than the respondents from other income groups. The
respondents from this group are more influenced to the purchase of branded readymade
garments.

At the same time, the age of children in the family is a very important influencing factor
so the age of the eldest child in the family is taken into consideration in case of
respondents having more than 1 child in their family. Results show that 22.17 percent
respondents having children upto the age of 2 -4years get more influenced by situational
factors. While shopping, they are found to be looking for a place ensuring good
ambience, music and hygiene conditions; which is why they give more importance to
situational factors.

59% respondents from extended families buying branded readymade garments every
week were found to be more influenced by situational factors, the reason being that they
want to buy branded readymade garments from the nearest possible place with good
surroundings and ambience and as they have to buy branded garments every week and
due to the high frequency of purchase, they prefer buying from the store which is located
at the nearest place so as to make sure that it becomes accessible to them without much of
hassle.

54 percent females are more inclined to these factors than the males as females tend to
look for convenience in shopping, hygiene, ambience and good physical environment
than the males. Women are more inclined towards the physical surroundings of the store.

At the same time, 61.67 percent married respondents are found to be more influenced by
the situational factors, the reason may be married persons tends to have higher purchasing
power, more disposable income and as the married respondents are accompanied by their
female counterparts who prefer these factors as explained above.

The respondents from urban area are more influenced by the situational factors as they
look for convenient shopping and a healthy and hygienic atmosphere as compared to the
respondents from rural area.

457
The respondents who are found to be buying the branded readymade garments every
week are found to be highly influenced by situational factor as they have to buy very
frequently so the location, area and the ambience etc. of the store matters them the most.

The second extrinsic factor found is reference group wherein, 16.67 percent respondents
from Amritsar are found to be more influenced, as more of business class resides there
and have good amount of social circle and thus their influence is also quite visible.

The 21.34 percent consumers in the age group of 26-35 years are found to be more
effected by reference group as this age group includes the young generation which is
easily influenced by the friends, family, peers and colleagues of their age as compared to
respondents from other age groups.

The respondent students comprise 14 percent of the total sample population and are found
to give more importance to the reference group; while studying in college or university,
one tends to follow their reference groups.

The 33.83 percent consumers earning annual income between 2,00,001- 5,00,000 having
children upto the age of 4 -6 years and are from the nuclear families are more into the
influence of reference group as they have a limited income, so before spending it on
branded apparels they prefer buying as recommended by their friends or family as a
reference group.

Females consumers buying branded readymade garments every month are more inclined
to follow the reference group in order to stay updated by having full knowledge about the
new trends and options available in the market and as they buy branded apparel on
regular basis and need to stay updated, so they follow their reference groups. Respondents
having children in the age group of 4 -6 years are found to be highly influenced by
reference groups.

28.748 percent respondents who are unmarried and from urban are as prefer the
recommendations of the reference groups due to the lack of advice or recommendations
due to absence of a partner.

Respondents buying branded readymade garments on a monthly basis are found to be

highly affected by reference groups as a whole, the reason could be that they frequency of
their shopping behaviour is not too high so they keep changing their views and shopping
pattern as per the recommendations from their friends, family or peer groups.

458
As far as the social class as a factor concerned, the respondents from Amritsar are more
conscious towards the influence of the same as they have to maintain a class of their own
in their business circle (as explained above).

The respondents comprising of 29.53 percent in the age group of 18-25 years are more
specific regarding their social class than the other respondents from any other age group.
The reason for the same could be that they are the youth class of the society so they tend
to make an effort of making a cut in the society of their own.

The respondents with education level upto intermediate are more conscious towards the
social class as they believe in making a class of their own as compared to the consumers
of any other educational background.

The respondents who are homemakers are also found to be making an effort to maintain
or build up their social class so as to stay updated and respected in their own society as
compared to the influence of respondents who are into any other occupation.

The 33.83 percent respondents who are in the annual income bracket of 2,00,001-
5,00,000 try to maintain their social class of their own in their limited income so as to
stay updated as per their counterparts from other income levels.

The respondents having children in the age group of 4 -6 years are more inclined towards
the social class as they have children of small age, they are assumed to make an effort to
build a social class of their own by the age their children grow up.

Respondents from nuclear families are found to be more influenced by social class as a
factor as they have to develop or maintain their respected status in their limited income
and the control of finance is in their own hands and thus their influence is more as
compared to respondents from extended and joint families.

Unmarried respondents are more influenced by the social class as they try to make an
effort to develop a social class of their own in the society as compared to married
respondents.

Female respondents are more influenced to make a social class of their own as compare to
the male respondents and the females are more inclined to build a social class.

Respondents from urban areas are found to be more conscious to maintain their social
class unlike the respondents from rural areas who are least concerned about any social
class and they prefer to have a simple and an easy life.

459
Weekly purchasers of branded readymade garments are found to be influenced by social
class as they have to maintain a class of their own in each purchase so made by them on a
frequent basis.

The next one of the most important factor found is culture; culture as explained in earlier
chapters, plays a very crucial role in the building of brand preference of a consumer. India
is a nation of various cultures all around, and different cultures and sub cultures have their
own norms and expected behaviours out of them.

The respondents from Amritsar are found to be more influenced by culture, though as per
the CENSUS report (2010), Amritsar is found to be highly occupied by people from
Sikhism and thus they follow their own culture under the religion of their own.

21.34 percent respondents in the age group of 36-50 years are found to be more
influenced by cultural factors as at this age people understand the importance of culture
and of preserving cultural values of the society. As this is the age group found to be more
inclined towards their religion and culture and beliefs as compared to the younger age
groups.

The respondents having education level upto intermediate have been found to be more
influenced by cultural factors than the respondents from other educational background,
the reason could be that they are more into the traditional cultural beliefs and values and
they have limited boundaries and less amount of exposure to the outer society.

The respondents with annual income above 10,00,000 are highly influenced by culture as
they are self content people and they prefer spending within the cultural values of the
society. They spend as per the cultural beliefs and norms.

13.16 percent of the total population having children in the age group of 6-8 years are
found to be more influenced by the cultural factors and the reason could be that they have
children of a formative age and they want to inculcate cultural values in the children, so
they spend according to their annual income staying following their cultural values and
beliefs.

Respondents from nuclear families are more inclined to cultural factors as they don’t have
elders in their family and they want to preserve and maintain the cultural heritage in their
families.

61.67 percent respondents who are married are more inclined towards cultural values and
beliefs than the unmarried respondents.

460
As compared to males, females are found to be more inclined towards cultural norms and
behaviour. The females are aware and conscious of their role in the society keeping in
mind their cultural values; they buy the branded readymade garments.

In this case, we have seen more inclination towards cultural factors and 46 percent
respondents from rural area are found to be more focused on their cultural values while
respondents from urban areas are found to be more modernized and not paying too much
attention to cultural beliefs and values.

Respondents buying branded readymade garments every week are found to be giving
more emphasis to cultural factors as their purchases should not be hampering the cultural
values which they carry.

Product quality and features including price, packaging, advertisement, after sale services
and satisfaction received by the consumer as assured by that particular brand or product
helps in determining the future behaviour of the consumer.

The respondents from the city of Amritsar are more aware about the product features and
quality and thus are found to be more influenced by the same as compared to the
respondents from any other city. The respondents from Amritsar want to get the best
quality product with best features while buying the branded readymade garments.

21.34 percent respondents in the age group of 36- 50 years are more inclined towards this
factor as a whole as they are more reasonable and a person tends to become more just in
this age group. The consumers of this age group prefer spending on the products which
have good quality and other features so as to get the value for money so spent by them.

The respondents having education level of upto intermediate are more inclined to buy
branded garments with best quality and features and they try to assure that the brands that
they buy should reflect the quality and features for which they are paying it for.

The respondents having annual household income between 2,00,001- 5,00,000 pay more
attention to product quality and features as compared to the respondents from other
income levels.

Respondents who are homemakers are found to be more influenced by product quality
and features as they have to manage the household and maintain the family budget too, so
they always prefer having a brand which gives them the right quality and features as it is
believed that only a good quality product will have a long life and they won’t have to buy

461
the same garment again and again and quality would also be visible justifying the price so
paid for it.

The respondents having children upo the age of 4-6 years have an increasing spending
spree as they have growing children and want to buy the garments which give the best
product quality and features so that they can spend on the other important expenditures of
the family.

Respondents from the nuclear families are more keen on product quality and features as
they don’t have any limited financial resources and by buying a good quality garment,
undue expenditure on repeated purchases of garments will be avoided, unlike respondents
from joint families.

Married female respondents are found to be more conscious about the quality and features
of the readymade garments as compared to the male respondents as males are believed to
be of care free nature as compared to females.

The respondents from urban areas buying branded readymade garments are found to be
more inclined towards the product quality and features as compared to the respondents
from rural area as the respondents from urban area are more aware and conscious as
compared to the respondents from rural area.

The respondents buying branded readymade garments every six months tend to be more
aware and conscious about using the brands or products that match and meet their
expectations as far as the quality and price and other features are concerned, as they are
buying branded readymade garments at a less frequency.

The last extrinsic factor is lifestyle, wherein the way a consumer behaves, his job,
position and income determines his/ her preference towards a particular product or
service.

The respondents from Ludhiana and Patiala are found to be more conscious regarding
their lifestyle as compared to the respondents from any other city included in this study.

At the same time, the respondents in the age group of 36-50 years are found to be more
influenced by lifestyle as compared to the respondents from other age groups. At this age,
the consumers are more focused in maintaining their lifestyle.

Respondents having educational level of upto intermediate make an effort of developing a

lifestyle of their own as compared to the respondents with education level of graduation,
post graduation or above and professional.

462
Respondents who are homemakers are found to be highly influenced by lifestyle, the
reason behind this could be that the homemakers try to make an effort to match the
lifestyle in the society.

Respondents with income between 5,00,001- 10,00,000 are found to be influenced by

lifestyle, the consumers of this income level try to maintain a lifestyle with the limited
income they have. With the limited income, they try to develop a lifestyle of their own so
as to compete in the fast developing economy.

The respondents having children 2- 4 years are found to be more influenced by lifestyle
as a factor than the consumers having children upto the age group of less than 2 years, 4 -
6 years, 6 -8 years and above 8 years. The respondents having children 4-6 years would
try to maintain their lifestyle with their children and family.

The respondents who belong to extended families are found to be more conscious towards
maintaining their lifestyle as compared to the respondents from nuclear or joint families.
The respondents from extended families have to maintain a lifestyle in order to match the
respondents from nuclear and joint families.

Unmarried respondents are found to be more influenced by the lifestyle, the reason could
be that the unmarried respondents try to make an effort to develop a lifestyle and maintain
it. The influence is found to be higher as compared to married respondents.

Male respondents are found to be more influenced by lifestyle as a factor than the female
respondents as they have to make an impression by maintaining a lifestyle in the society.
Females are found to be less influenced by lifestyle.

The respondents from urban area are more influenced by lifestyle and the reason could be
that the respondents from rural area are not much updated and don’t give much
importance to these worldly matters like lifestyle or showbiz business.

The respondents who buy branded readymade garments every week tend to maintain their
lifestyle as they are the regular buyers of branded readymade garments so they have to
make sure that they buy something which matches their lifestyle in the society.

The chapter “Combined Influence of Extrinsic Factors on Consumer Buying

Behaviour” shows, the influence is found to be highest in case of respondents from
Amritsar which means that the respondents from Amritsar are most influenced by
extrinsic factors as compared to the respondents from Chandigarh, Ludhiana, Patiala,
Jalandhar and Mohali.

463
Respondents in the in the age group of 36-50 years are the most influenced by the
extrinsic factors as they give more importance to the extrinsic or external factors to have a
good position or reputation in the society, for them the societal norms and factors are
more important as compared to the respondents from any other age groups.

The respondents having education level of upto intermediate are found to be more
influenced by the extrinsic factors and the reason could be that they are found to be
getting more influenced and they want to match the trends in the society.

Respondents who are the homemakers are the most influenced of all the respondents from
various occupational level as they spend most of their time at home doing household
chores and taking care of their families and thus donot get time to update themselves
about the latest trends and fashions in the market so their purchase behaviour is easily
effected by the extrinsic factors on the whole.

Respondents with in income level of 2,00,001-5,00,000 per annum are found to be

influenced by extrinsic factors as they have very limited income in their hands and they
have to manage their daily expenses, household and other expenses with that. So instead
of buying something unknowingly or without much of knowledge, they follow the
influence of extrinsic factors, or in simple terms, they prefer what is easily available in
the market through extrinsic factors.

Unmarried respondents are more influenced by the extrinsic factors, the reason could be
that they have no other option, i.e. they don’t spend by their own discretion and being
unmarried, they don’t have any helping or guiding person in the form of a spouse etc.,
they follow the extrinsic factors and prefer buying as per the options so made available.

As compared to males, females are found to be more influenced by the extrinsic factors as
the males are usually of carefree nature and do not give much importance to the extrinsic
factors including culture, quality or lifestyle etc.. it’s just the females who tend to be more
conscious and aware of the extrinsic factors and take these into consideration.

Respondents from extended families are found to be more influenced as compared to the
respondents from joint or nuclear families and the reason could be that they have the
responsibilities of their families and elders in the family and thus they don’t get time to
update themselves with the new trends and fashion in the markets thus they tend to follow
the extrinsic factors and the influence is found to be highest of all the respondents, be it
from the nuclear or joint families.

464
The respondents having children 4-6 years buying branded readymade garments are
found to be the most influenced category of consumers as they have younger children and
they have to maintain their lifestyle, inculcate cultural values, check the product quality
and follow recommendations of reference groups to keep themselves updated with the
latest trends and fashion in the market.

The respondents buying branded readymade garments every week are the highest
influenced class of all and the reason could be that they buy branded readymade garments
quite frequently so in order to update themselves, they need to be aware of the latest
varieties and options in the market hence most influenced by extrinsic factors.

The respondents residing in urban area are found to be most affected by the extrinsic
factors, reason being, that they are residing in an area wherein they have to update
themselves according to the fast moving society and match their standard of living
accordingly so as to compete and survive with the contemporaries whereas the
respondents in rural area are not much bothered about the same and they want to live a
easy and yet happy hassle free life.

SUGGESTIONS:

Everything is not perfect, it needs to be rectified and improvised the following

suggestions should be helpful in this context. Continuous effort is required from the
marketers to survive in this competitive world. In the light of the discussions made in the
earlier chapters, the following suggestions emerge from this study. Some suggestions are
for marketers and others for the researchers for their further research. It is hoped that
these suggestions, if followed, will bring a positive change in the profits and goodwill of
any firm.

FOR THE MARKETERS:

 As it was found that the females are more inclined towards purchase of branded
readymade garments, efforts should be made to attract the male consumers too.
Efforts should be made to retain and increase the female consumers
 The influence of both intrinsic and extrinsic factors is found to be highest in
Amritsar; the marketers should try to target the consumers of other cities of
Punjab too.

465
 The respondents in the age group of 36-50 years are found to be the most
influenced group; efforts should be made to attract consumers of other age groups
too.
 Only the consumers in the age group of 36-50 years are more influenced the main
focus of the marketers should be the group of consumers in the age group of 18-25
years also which covers the youth of our country, and ours is a nation of youths, if
marketers are able to attract the consumers of this age group, they shall be able to
have a much larger strength of consumers with them.
 The consumers having annual income of more than 10,00,000 are the most
influenced class from the extrinsic as well as the intrinsic factors, which means
only the upper middle class is being affected, the consumers of other income level
should also be convinced to purchase branded readymade garments.
 Consumers from nuclear and joint families are not found to respond much to these
factors, which shows some discrepancies towards the deliverance of right product
to the consumers, which needs to be addressed.
 Females are found to be more influenced from which arises the need for marketers
to understand why males are so immune to these factors viz-à-viz the females.
 Only the respondents of urban area showed the influence, rural area consumers
should be the next target of the marketers, keeping in view the new advancements
and technological changes taking place in even the remotest areas of the country.
 Efforts should be made to give the best quality and features in a brand and the
assured performance including the post sales behaviour in order to build a good
brand image in the minds of consumers.
 The situation and location of any store s very vital for its sale, it has been analysed
in this study, thus the music played in stores, the ambience, salesman’s attitude
and behaviour, lighting, placement of products are very important factors to be
considered by the marketers.
 The advertisements and promotional efforts made by marketers should not ignore
the cultural values, beliefs and attitudes of potential consumers.
 In order to survive in the cut throat competition, sellers need to make sure that
they are able to provide products tailored to consumer demand and requirement.
 There is need for marketers to make effort to change consumer perception in order
to break the barriers of misconception between the consumers and marketers.

466
  Better marketing and promotional techniques should be adopted by sellers of these
products.
 The homemakers are found to be most influenced group from intrinsic and
extrinsic factors, marketers shall make an effort to retain them at same time,
efforts should be made to attract consumers from other occupational level also.

AREA FOR FURTHER RESEARCH:

 The study was conducted in major cities of Punjab; the research can be extended
to other areas of Haryana or other states in order to have a comparative analysis.
 The size of the sample can be increased to see if there are any changes in the
consumer purchase behaviour and if any other factor is found to be more
influencing than the factors so found in this study.
 State wise comparison can also be made in order to have a comparative
understanding of the consumer purchase behaviour.
 These factors can be studied more intensely by taking them individually and
analyzing them with each variable.
 The study can be conducted on other products as well.
 A comparative analysis can be done between rural and urban area consumers.

467
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1. Name (optional):
2. City:

Amritsar Chandigarh

Jallandhar Ludhiana

Mohali Patiala

3. Gender: Male Female

4. Age group (in years):

18-25 26-35 36- 50 Above 51

5. Educational qualification:

Upto intermediation Under graduation level

Post graduation or above Professional

6. Occupation:
Service Homemaker
Professional Student

Any other (please specify)

7. Annual household income:

Less than 2,00,000 Between 2,00,001- 5,00,000
Between 5,00,001- 10,00,000 10,00,000 and above

8. Marital status:
Married Single

8. What age group does your children belong to?

Less than 2Years 2- 4 years

4- 6Years 8 Years and above

6 – 8 Years
 9. Residential background:
Rural Urban

10. Family structure:

Nuclear Extended family Joint family
(At-least one grand parent in the family also stays )

11. How often do you buy branded fashion products?

Every week Monthly
Every six months Once in a year

Strongly Strongly
S.no Disagree Neutral Agree
Disagree Agree
12. I think clothes look good when
displayed in the store.
13. The environment (lighting, window
display, mannequins, music, ambience
etc.) in the shop of a brand helps in
increasing preference for that brand.
14. A good natured salesman will
motivate I to buy branded clothes
from that store.
15. The service I receive in the store is the
most important aspect for me to
decide the physical component of the
store.
16. The locality of the store influences my
brand preference
17. Sometimes I prefer a brand because of
the previous good dealings with the
store owner
18. To gift someone, i would prefer
buying a brand liked by me and not by
the person to be gifted
19. My brand preference is not influenced
by my family and friends.
20. I buy luxury brand for satisfying my
personal needs without any attempt to
make an impression on other people
21. I like to know what is new in clothing
even if my friends are uninterested.
22. It is mostly up to me whether or not I
am going to purchase a luxury brand
in the future or not.
23. I am inclined to evaluate the
substantive attributes and performance
of a brand myself rather than listening
to others opinions.
24. Before buying a product, it is
important to know what others think
about the people who use these brands
or products.
25. Status is raised due to the brand.
26. Sometimes, I tend to buy certain
luxury brands with exorbitant prices
just to make an impression on others.
27. The brands I wear/ use should reflect
the income group to which I belong
to.
28. Increase in income is a motivation for
me to buy luxury brands.
29. The cultural shift has brought a
change in the decision making process
in the household sector.
30. Convenience of shopping as provided
through tele-marketing and e-
marketing helps in increasing
preference for the brand.
31. Style is the most important parameter
to judge the quality of the private
label of the store.
32. I prefer a brand for the special
features which I expect
33. While shopping for apparels, I prefer
branded apparels than unbranded
apparels.
34. The manufacturer’s response to my
complaints affects my brand
preference.
35. Stalls/kiosks of the brand in
malls/market place effects my
preference for the brand.
36. When buying a private label, I look
for value of money also.
37. Brand name is an important parameter
to judge the quality of the private
label of the store.
38. I am concerned about low prices, but I
am equally concerned about product
quality.
39 When shopping for branded clothes, I
compare the prices of different brands
to be sure I get the best value for
money.
40. It is wise to buy something on credit if
the options available.
41. After sale services are worth
42. Endorsement by celebrities effects my
brand preference.
43. Festival offers are beneficial on
brands.
44. My brand preference is effected by the
sales promotion discount offer,
scratch coupon, lucky draw, free gifts,
easy financing of that brand.
45. I am delighted with the people who
generally use my favourite brand
46. I am willing to pay a premium price
for the limited edition of the luxury
brand I prefer the most.
47. I will go for another brand, if the
brand which I want to buy I not
available.
48. For me, appearance of the product
makes an impact.
49. A brand that is reachable to all
perspective customers is a good brand.
50. I feel confident wearing branded
clothes.
51. I think brand with a high price means
good quality as compared to others.
52. I think others make a judgment about
me by the kinds of apparels I wear.
53. Expensiveness of the brand increases
the brand’s image for me which in
turn increases my preference for the
brand.
54. Buying a high priced brand makes me
feel good about myself.
55. I believe this brand has no alternative.
56. I use the products that are in style.
57. If I were to buy something expensive,
I would worry about what others
would think of me.
58. I will prefer shopping from another
shop if the brand of my choice is not
available.
59. I buy luxury brand inconsistent with
the characteristics with which I
describe myself.
60. When in bad mood, I may buy luxury
brands as self given gifts for
alleviating the emotional burden.
61. Only those luxury brands which are
preferred by many people and which
meet my quality standards enter into
my purchase consideration.
62. I have less desire towards luxury
brand products when mass quantities
of people consume the same products
as me.
63. The luxury brands I buy must match
what and who I really am.
64. Luxury brands are one of the sources
of my own pleasure without regard to
feelings for others.
65. I tend to buy a brand which I have
been using for a long time
66. I remember that on several occasions,
I have enjoyed using the selected
brand to boost my morale.
67. For me brand image is an attraction
factor.
68. I like to know which brands or
products make good impression on
others
69. I will shop from more than one store
to take advantage of lower price.
70. The complimentary gifts are worth
helping me remember about the
purchase of a brand.
71. The brand that is known to all, will
give a better quality.
72. Purchasing luxury goods can be
noticed and admired by others
 Volume 6, Issue 10, October 2016 ISSN: 2277 128X
International Journal of Advanced Research in
Computer Science and Software Engineering
Research Paper
Available online at: www.ijarcsse.com

Significance of Intrinsic Factors on Consumer Buying

Behavior 1
Garima Chaudhary, 2Dr. O. P. Verma
1
Assistant Professor, G.G.S.C.W. Sector-26, Chandigarh, India
2
Professor, Department of Commerce and Management, H.P. University, Shimla, Himachal Pradesh, India

Abstract: A lot of effort is always made by the marketers to predict the consumer choice and the factors which directly
or indirectly influences their purchase behavior. Every individual has a personality and beliefs and attitude of their
own. Their preferences and their impression about a product or a service may have been formed on the basis of many
factors which may be in his/ her control and some may be beyond the control. The brand image is built due to the
influence of these factors. The intrinsic factors of an individual are not so easily influenced but have a direct impact
on their purchase behavior. As far as the educational level of consumers and annual income earned by them is
concerned, the intrinsic factors have an impact to some extent. This paper aims at studying the relationship amongst
these. Primary data was used to collect data through well designed questionnaire and a sample was collected from the
respondents from Chandigarh. It was concluded that the personality is the least influencing factor whereas the
influence of learning is found to be highest in consumer buying behavior.

Keywords: Intrinsic factors, education, purchase behavior, annual income, research, influence, significance.

I. INTRODUCTION
The consumer behavior is considered as the most unpredictable behavior, it is dependent upon many intrinsic
and extrinsic factors on a whole. Intrinsic factors are the internal factors which are the base as a formation of their inner
self, e.g. personality, perception, belief and attitude and cognition etc. The impact of one factor may be high on one and
at the same time may not be influencing the other at all. The consumer behavior shows how the consumer behaves. Many
studies and researches have been done to study the consumer behavior and to predict the consumer behavior but no static
or fine results have been found. There are many factors which may be intrinsic or extrinsic which influences the
consumer behavior and helps in developing an image about a particular product or service. The factors which are external
and beyond the control of an individual are known as extrinsic or external factors including the external environment,
situational or location of stores, political environment, economic environment and influence of friends, family and peer
group etc. These factors differ from person to person. At the same time, the influence of these factors may differ from
age of age, occupational level, residential background, educational level, income, social class and status. Sometimes, a
consumer is found to be inclined to purchase a particular product or service not because of his/ her personal likes towards
it or dislikes towards other competing products and services but sue to the influence of other factors, like his/ her social
class or role, or the personality of that individual.
The intrinsic factors of an individual defines his/ her character, personality and the beliefs and attitude they
carry for a particular product or service. Two individuals under same circumstances, same situations, same level of
income, education, or occupational level tend to have different perception and attitude towards the same product or
service because of the intrinsic factors influencing their choice and preference. The present study analyses the influence
of the intrinsic factors in relation to the annual income and educational level of the consumers. Six intrinsic factors have
been included in the present research namely, motivation, personality, belief and attitude, cognition, perception and
learning. With the passage of time, these intrinsic factors help in the development of the temperament of the consumer.
Motivation as the name suggests means, “to motivate” shows the factors which motivates or encourages a consumer to
buy a particular product, it can be a financial motive, need based motive or luxury fulfillment based motive. The second
factor, personality, is formed with the influence of various factors (both internal and external), though some of the factors
may be there by birth only whereas some are developed with the passage of time. Belief and attitude means what a
respondent believes based on his/her own knowledge or experience about a product which further helps in the formation
of their attitude towards it, be it a positive or a negative attitude. Cognition means involving in the conscious intellectual

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Chaudhary et al., International Journal of Advanced Research in Computer Science and Software Engineering 6(10),
October - 2016, pp. 269-276
activity of thinking, reasoning or remembering which is capable of being reduced to empirical factual knowledge.
Perception means “to perceive” stating what a respondent perceives about a particular product. At times, one tends to
have some perceptions in our minds regarding a product, it can be based on the past experiences of the respondents and
other factors. Learning though basically means, “to learn” stating from which source a respondent learns about the
product, the source of such learning will help in carrying forwards the positive or a negative attitude towards that
product. If a respondent learns from a negative source about a product, he/ she might develop a negative attitude or
perception towards that product and vice versa.

NEED OF THE STUDY:

The study is conducted to analyse the relationship between the educational level and annual income of the
consumers and their purchase behavior. Further, this study emphasizes on the influence of intrinsic factors on the buying
behavior of the consumers. This study can be helpful in analyzing the factors influencing the behavior of consumers and
to study the relationship between the annual income and education of respondents and other demographic variables.

SCOPE OF THE STUDY:

The study has been conducted in Chandigarh to study the influence of intrinsic factors on the consumer buying
behavior. The influence of intrinsic factors on the basis of educational background and annual household income of the
respondents has been studied so forth.

OBJCTIVES OF THE STUDY:

The present study has the following research objectives:
1. To study the impact of intrinsic factors on consumer buying behavior.
2. To examine the influence of income and education of consumers on their buying behavior.

II. RESEARCH METHODOLOGY

The data is collected from 100 respondents of Chandigarh using questionnaire method. The questionnaire
comprised of both open and close ended questions and interview method is used to have more precise results of the
information given by them. Personal interview method and discussions are also used to collect the required information
which could not be collected through the means of questionnaire. Due care has been taken to make sure that the data has
been collected from a sample of different background in context of education, occupation, income and qualification etc.

III. RESULTS AND DISCUSSIONS

Various tests were used to analyse the data so collected through questionnaires and it was found that Personality
was the least influencing factor (11.94) with standard deviation of 2.11, thus stating that the purchase behavior is not the
major influencing factor for consumers. Whereas, as far as the highest influencing factor is concerned, learning is at the
highest level (29.22) with standard deviation of 4.32, which states that the consumer buying behavior is highly influenced
by what a consumer learns from his surroundings and past experiences etc., as shown in table: 1.1.

Table- 1.1: Descriptive Analysis of Intrinsic Factors in Chandigarh

Mean Median SD Minimum Maximum

Motivation 13.09 13.00 3.50 5.00 20.00

Belief and attitude 24.36 24.50 3.70 8.00 30.00

Perception 20.34 20.50 3.19 11.00 25.00

Cognition 16.15 16.00 2.31 9.00 20.00

Personality 11.94 12.00 2.11 5.00 15.00

Learning 29.22 31.00 4.32 14.00 35.00

Intrinsic Factors 115.07 115.00 13.86 63.00 144.00

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 Chaudhary et al., International Journal of Advanced Research in Computer Science and Software Engineering 6(10),
October - 2016, pp. 269-276
As far as the total influence of intrinsic factors is concerned, it is found that the influence of these factors is very
high (115.07) with standard deviation of 13.86, which clearly implies that the consumer buying behavior is highly
influenced by the intrinsic factors as a whole.

INFLUENCE OF INTRINSIC FACTORS ON THE BASIS OF ANNUAL INCOME:

The influence of intrinsic factors on the basis of annual income earned by the respondents is studied in table: 1.2
and it clearly shows that the respondents having annual household income less than 2,00,000 were found to be least
influenced by personality (12.17) with standard deviation of 1.67 and the highest influencing factor was found to be
learning with a mean of 29.14 and standard deviation of 4.60.
In case of respondents having annual household income between 2,00,000- 5,00,000 were found to be least
influenced by motivation (12.25) with standard deviation of 3.31 and highly influenced by learning (30.13) with standard
deviation of 3.44. Thus stating that the respondents in this category are more influenced by their own learning and least
by the motivational factors, it may be financial motivation or non financial one.
The respondents having annual household income between 5,00,000- 10,00,000 were found to be least
influenced by belief and attitude (24.33) with the standard deviation of 3.52 and least influence of personality was found
in this case (11.07) with standard deviation of 2.53. This states that the respondents in this category are not influenced by
personality that they have but are highly influenced by their own beliefs and attitude towards a particular product.
Whereas, the respondents having annual household income of more than 10,00,000 are found to be influenced
by learning (27.08) with standard deviation of 6.27 and the least significance is found in case of personality (12.25) with
the standard deviation of 1.91. This clearly states that the respondents in this category are more influenced by their own
learning than the personality that they have in the society.
The total influence of intrinsic factors is found to be highest at 117.17 with standard deviation of 14.41 in case
of respondents having annual household income of less than 2,00,000 and 115.31 with standard deviation of 11.46 in
case of respondents earning between 2,00,000- 5,00,000. The respondents having annual household income between
5,00,000- 10,00,000 are found to be influenced by intrinsic factors at 114.15 with standard deviation of 11.99 and the
respondents with annual income of more than 10,00,000 are the least influenced category of respondents (111.42) and
standard deviation of 21.45.

Table- 1.2: Table Showing the Influence of Intrinsic Factors on the Basis of Annual Household Income

Annual Income

<200000 200001-500000 500001-100000 >100000

Mean SD Mean SD Mean SD Mean SD

Motivation 13.79 3.13 12.25 3.31 13.33 3.50 13.08 4.68

Belief and attitude 24.76 3.41 24.72 2.91 24.33 3.52 22.50 5.98

Perception 20.52 3.53 20.31 2.63 20.22 3.20 20.25 4.03

Cognition 16.86 2.33 15.75 1.92 15.96 2.16 15.92 3.32

Personality 12.17 1.67 12.34 2.04 11.07 2.53 12.25 1.91

Learning 29.14 4.60 30.13 3.44 29.19 3.77 27.08 6.27

Intrinsic Factors 117.17 14.41 115.31 11.46 114.15 11.99 111.42 21.45

The table: 1.2 below shows the ANNOVA results for the influence of intrinsic factors on the basis of annual
household income and it was found that personality has the highest f value 2.181 with the p value of 0.095 and the value
of sum of squares between the groups is found at 28.181, 3 as the degree of freedom and 9.394 as the mean square and
the value within the groups is found to be at 413.459 with 96 as the degree of freedom and 4.307 as the mean square.

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 Chaudhary et al., International Journal of Advanced Research in Computer Science and Software Engineering 6(10),
October - 2016, pp. 269-276
The least value of f is found in case of perception (0.045) with 0.987 as the p value. The value of sum of squares
is found to be at 1.407 between the groups and 0.469 as the mean square. 1009.033 as the value of sum of squares within
the groups with 96 as the degree of freedom and 10.511 as the mean square.
The total value of intrinsic factors between the groups is found to be at 313.173 with 3 as the degree of freedom
and 104.391 as the value of mean square. The value of f is found at 0.536 and 0.659 as the p value.

Table: 1.2 Showing ANNOVA Results for the Influence of Intrinsic Factors on the Basis of Annual Household Income
ANOVA

Sum of Mean
Squares df Square f-value p-value

Motivation Between Groups 38.515 3 12.838 1.050 .374

Within Groups 1173.675 96 12.226

Total 1212.190 99

Belief and attitude Between Groups 50.261 3 16.754 1.235 .301

Within Groups 1302.779 96 13.571

Total 1353.040 99

Perception Between Groups 1.407 3 .469 .045 .987

Within Groups 1009.033 96 10.511

Total 1010.440 99

Cognition Between Groups 21.422 3 7.141 1.351 .262

Within Groups 507.328 96 5.285

Total 528.750 99

Personality Between Groups 28.181 3 9.394 2.181 .095

Within Groups 413.459 96 4.307

Total 441.640 99

Learning Between Groups 81.221 3 27.074 1.473 .227

Within Groups 1763.939 96 18.374

Total 1845.160 99

Intrinsic Between Groups 313.173 3 104.391 .536 .659

Within Groups 18691.337 96 194.701

Total 19004.510 99

INFLUENCE OF INTRINSIC FACTORS ON CONSUMER BUYING BEHAVIOR ON THE BASIS OF

EDUCATION:
The influence of intrinsic factors is studied on consumer buying behavior on the basis of level of education of
the respondents (as shown in table- 1.3) and it is found that the respondents having educational level upto intermediation
are least influenced by personality (12.17) with the standard deviation of 1.33 and highest influence is found for learning

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 Chaudhary et al., International Journal of Advanced Research in Computer Science and Software Engineering 6(10),
October - 2016, pp. 269-276
(29.17) with 4.17 as the standard deviation. The respondents having education level upto graduation are again highly
influenced by learning (29.00) with the standard deviation at 4.08 and the least influence is found for personality (12.05)
with the standard deviation of 1.78. As far as the respondents having education of post graduation or above, are found to
be highly influenced by learning (29.13) with standard deviation of 4.23 and least influence is found to be at 11.74 with
standard deviation of 2.02. The respondents having education level of professional are found to be highly influenced by
learning (29.54) with the standard deviation of 4.84 and the least significance is found to be there in case of personality
(12.14) with standard deviation of 2.62.
The total influence of intrinsic factors is found to be highest in case of respondents having education level of
upto intermediation (117.50) with standard deviation of 13.40 and the least influence is found in case of respondents
having education level of post graduation or above (113.68) with the standard deviation of 12.06.

Table- 1.3: Showing Descriptive Analysis of Intrinsic Factors on the Basis of Education:

Education

Upto intermediation Under graduation level Post graduation or above Professional

Mean SD Mean SD Mean SD Mean SD

Motivation 14.00 3.58 13.58 3.75 12.53 3.56 13.50 3.25

Belief and 24.50 3.21 25.11 3.03 24.04 3.37 24.36 4.71
attitude

Perception 21.00 2.45 20.79 3.77 20.17 2.98 20.18 3.38

Cognition 16.33 2.50 16.79 2.18 16.09 2.16 15.79 2.63

Personality 12.17 1.33 12.05 1.78 11.74 2.02 12.14 2.62

Learning 29.17 4.17 29.00 4.08 29.13 4.23 29.54 4.84

Intrinsic factors 117.50 13.40 117.26 13.85 113.68 12.06 115.39 16.94

Table: 1.4 Showing ANNOVA Results for the Influence of Intrinsic Factors on the Basis of Education

ANOVA

Sum of Mean
Squares df Square f-value p-value

Motivation Between Groups 28.856 3 9.619 .780 .508

Within Groups 1183.334 96 12.326

Total 1212.190 99

Belief and attitude Between Groups 15.407 3 5.136 .369 .776

Within Groups 1337.633 96 13.934

Total 1353.040 99

Perception Between Groups 8.537 3 2.846 .273 .845

Within Groups 1001.903 96 10.436

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Chaudhary et al., International Journal of Advanced Research in Computer Science and Software Engineering 6(10),
October - 2016, pp. 269-276
Total 1010.440 99

Cognition Between Groups 11.885 3 3.962 .736 .533

Within Groups 516.865 96 5.384

Total 528.750 99

Personality Between Groups 3.495 3 1.165 .255 .857

Within Groups 438.145 96 4.564

Total 441.640 99

Learning Between Groups 4.128 3 1.376 .072 .975

Within Groups 1841.032 96 19.177

Total 1845.160 99

Intrinsic Between Groups 220.434 3 73.478 .376 .771

Within Groups 18784.076 96 195.667

Total 19004.510 99

Table- 1.4 shows the ANNOVA results for the influence of intrinsic factors on the basis of education and it
states that the highest f value is found in case of cognition (0.736) with 0.533 as the p value and the value of sum of
squares between the groups is found at 11.885 and 516.865 as the value of sum of squares within the groups, whereas the
value of mean square is found at 5.384. The least value of f is found in case of learning (0.072) and 0.975 as the p value,
the value of sum of squares is found at 4.128 between the groups with 1.376 as the mean square and 1841.032 as the
value within the groups with 19.177 as the value of mean square. The total value of sum of squares between the groups is
found to be at 220.434 with 73.478 as the mean square and 3 as the degree of freedom. The value of sum of squares
within the groups is found to be at
18784.076 with 195.667 as the value of mean square.

CORRELATION AMONGST INTRINSIC AND EXTRINSIC FACTORS:

Table: 1.5 shows the correlation amongst extrinsic and intrinsic factors and it is found that the highest
correlation is found between reference group and intrinsic factors (0.827) and least correlation is found in case of culture
and intrinsic factors (0.586). The least correlation is found in case of extrinsic factors and motivation (0.574) and highest
in case of extrinsic factors and belief and attitude.
The correlation between motivation and role and social status is found to be least (0.227) and highest with
culture (0.949). Belief and attitude have the highest correlation with situational factors (0.718) and least with culture
(0.342). The correlation between perception and personality is found to be highest amongst all (1.00) and least with
culture (0.310), as far as the factor cognition is concerned, it is found to be having highest correlation with product
quality (0.922) and least with culture (0.357). Personality has the highest correlation with situational factor (0.784) and
least with culture (0.255). Learning and reference group are found to be highly correlated (0.978) and least with culture
(0.327).
The total correlation between culture and intrinsic factors is found to be least (0.586) and highest between
reference group and intrinsic factors (0.827). The total correlation of extrinsic and intrinsic factors is found to be at 0.862.

Table- 1.5: Correlation amongst Intrinsic and Extrinsic Factors:

Cognitio
Motivati

Intrinsic
Percepti

Learnin
Persona
attitude
Belief
and

lity
on

on

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Chaudhary et al., International Journal of Advanced Research in Computer Science and Software Engineering 6(10),
October - 2016, pp. 269-276
Situational Pearson .318** .718** .576** .536** .784** .733** .816**
Correlation

p-value .001 .000 .000 .000 .000 .000 .000

Reference Pearson .315** .641** .591** .532** .610** .978** .827**

Group Correlation

p-value .001 .000 .000 .000 .000 .000 .000

Role and Pearson .227* .543** 1.000** .473** .413** .560** .721**
Social Status Correlation

p-value .023 .000 0.000 .000 .000 .000 .000

Culture Pearson .949** .342** .310** .357** .255* .327** .586**

Correlation

p-value .000 .000 .002 .000 .011 .001 .000

Product Pearson .454** .675** .411** .922** .455** .633** .789**

quality Correlation

p-value .000 .000 .000 .000 .000 .000 .000

Life Style Pearson .367** .512** .519** .646** .392** .612** .686**
Correlation

p-value .000 .000 .000 .000 .000 .000 .000

Extrinsic Pearson .574** .760** .741** .743** .657** .862** .975**

Correlation

p-value .000 .000 .000 .000 .000 .000 .000

**. Correlation is significant at the 0.01 level (2-tailed).

*. Correlation is significant at the 0.05 level (2-tailed).

IV. CONCLUSION
The present paper as discussed above studies the influence of intrinsic factors on consumer buying behavior and
the correlation amongst the extrinsic and intrinsic factors have been taken into consideration. When the influence of
intrinsic factors is considered on the basis of education, the results show that learning, i.e. what a respondent learns on
his own through his past experiences is the most influencing factor whereas personality is the least influencing factor of
all. When the influence is studied on the basis of annual income, in some cases, personality is found to be least
influencing factor whereas belief and attitude in some. As far as the correlation of intrinsic and extrinsic factors is
concerned, the culture is found to be the least correlated factor with each and every intrinsic factor except, in case of
motivation wherein its correlation is found to be the highest.

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 Volume 6, Issue 10, October 2016 ISSN: 2277 128X
International Journal of Advanced Research in
Computer Science and Software Engineering
Research Paper
Available online at: www.ijarcsse.com
A Study of the Influence of Extrinsic Factors on Consumer
Buying Behavior
1
Garima Chaudhary, 2Dr. O. P. Verma
1
Assistant Professor, G.G.S.C.W. Sector-26, Chandigarh, India
2
Professor, Department of Commerce and Management, H.P. University, Shimla, Himachal Pradesh, India

Abstract: The consumers are believed to be the king of market, the products are no more designed for the consumers,
the products are rather now designed as per the tastes and preferences of consumers only. The consumer buying
behavior is indeed a very complex process as it is highly influenced by various intrinsic and extrinsic factors on a
whole. Their behavior, their taste and preferences is determined by the intensity of influence of these factors on them.
Some consumers are more influenced by extrinsic factors and some by intrinsic factors but the role of these factors
can not be denied. The present research paper examines the role of occupation and age in the buying behavior of the
consumers towards branded readymade garments in the city of Amrtisar. Primary data was used to gather information
from 100 respondents who were into the purchase of branded readymade garments. It was found that there the
influence of reference group is the highest whereas the lifestyle is the least influencing factor as far as the consumer
buying behavior is concerned.

Keywords: Consumer behavior, occupation, age, residential background, consumer, extrinsic factors.

I. INTRODUCTION
This is an era of brands, an inclination on a large scale is found towards the purchase of branded readymade
garments by the consumers of almost all the age groups, educational background or occupation background. Though the
taste and preference of each consumer may vary from place to place or their residential area to be more precise but the
vast increasing trend towards these garments have given a major setback to the manufacturers of unbranded garments.
The awareness amongst the consumers has increased manifolds due to the high amount of exposure to the media
and the availability of ample amount of varieties in the market. A study was conducted in the city of Amritsar in order to
analyze the influence of age and occupation on the consumer purchase behavior towards the branded readymade
garments. Furthermore, a comparison of these factors was made with the other extrinsic factors which included reference
group, situational factors, role and status, culture and sub culture, lifestyle and product quality and features.
The brands have captured the market, the consumers no more buy products by its price, quality or features, more
stress is given upon the brand tag attached with it. The awareness of consumers is a main factor in their buying behavior.
At the same time the consumers of different age groups behave in a different manner towards the same brand or product.
The age group to which an individual belongs helps in the development of his/her tastes and preferences of that particular
brand or product. An individual of teenage group will have a different taste and preference towards a brand than a
working individual or a consumer who is above 50-60 years of age. At the same time, the occupation of a person makes a
lot of difference in the tastes and preferences of a consumer, occupation helps in the determination of types of
individuals, a person sits with, works with and stays for the major time period, so he/she tends to develop a taste or
preference towards it as per what is more suitable towards that type of occupation a person is into. For eg: a brand or a
product preferred by a professional will be entirely different than a person into business or a student.
Though there are many other extrinsic as well as intrinsic factors which influences consumer buying behavior,
but as there is no end to research, so in order to confine the research, these two extrinsic factors have been considered.
The extrinsic factors which are considered for the purpose of research in the current paper are situational factors, which
includes the location of store and the internal environment of the store including the music, ambience, nature of salesman
and store hygiene. The second extrinsic factor considered is role and status, which a person has in the society, followed
by reference group which includes the reference by the friends, family and peer groups. Culture and sub culture are the
next extrinsic factor which includes the influence of culture and sub culture to which a respondent belongs and its
influence on the consumer buying behavior. Product quality, features and after sales services is the next extrinsic factor

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 Chaudhary et al., International Journal of Advanced Research in Computer Science and Software Engineering 6(10),
October - 2016, pp. 351-357
which includes the quality of the product so received by the respondent which further helps in the formation of goodwill
of a product. The sixth and the last extrinsic factor is lifestyle, which helps in the determination of the way a respondent
lives, the standard of living and lifestyle option one chooses in ones life.

NEED OF THE STUDY:

The consumer is considered as the king of market, in this competitive era, it has become really difficult for any
producer or manufacturer to withstand the cut throat competition. The present research is helpful in analyzing the
extrinsic factors responsible for the buying behavior of the consumers.

SCOPE OF THE STUDY:

The current study is conducted in Amritsar to analyse the factors affecting consumer buying behavior towards
branded readymade garments. The main focus of this research is to examine the role of extrinsic factors on the same. The
influence of these extrinsic factors with regard to age and occupation have been studied.

OBJECTIVES OF THE STUDY:

1. To analyse the influence of extrinsic factors on the purchase behavior of the consumers.
2. To examine the relationship of occupation of consumers and their buying behavior.

II. RESEARCH METHODOLOGY

Data is collected from 100 respondents of Amritsar using questionnaires. Personal interviews and discussions
are also used to gather the complete information, which could not be collected using questionnaires. Due care has been
taken to make sure that the data has been collected from a sample of different occupation, income, gender and
educational background etc. The sample size comprised of 100 consumers who were from different occupation and
different age groups who are into the purchase of branded readymade garments.

III. RESULTS AND DISCUSSIONS

Descriptive Statistical Analysis Of The Infleunce Of Extrinsic Factors:
Table: 1.1 shows the influence of extrinsic factors on the consumer buying behavior and the highest influence is
found in case of reference group (29.98) with the standard deviation of 3.78 and the least influence is fund in case of
lifestyle (12.63) with the standard deviation of 13.00. The total influence of extrinsic factors is found at 121.30 with
standard deviation of 15.15.

Table- 1.1: Showing Descriptive Analysis of Extrinsic Factors in Amritsar

Mean Median SD Minimum Maximum

Situational 24.35 24.50 3.92 11.00 30.00

Reference 29.98 29.00 3.78 9.00 35.00

Social 20.84 21.00 3.06 8.00 25.00

Culture 13.60 14.00 3.50 4.00 20.00

Product quality 19.90 20.00 2.78 9.00 25.00

Life Style 12.63 13.00 1.83 4.00 15.00

Extrinsic 121.30 123.00 15.15 45.00 150.00

INFLUENCE OF EXTRINSIC FACTORS ON CONSUMER BUYING BEHAVIOR ON THE BASIS OF AGE

OF RESPONDENTS:
Table: 1.2 shows the influence of extrinsic factors on consumer buying behavior on the basis of age of
respondents and it is found that the respondents in the age group of 18-25 years are highly influenced by reference group
(29.44) with standard deviation of 5.06, whereas the respondents in the age group of 26-35 years are also found to be
highly influenced by reference group (30.11) with the standard deviation of 3.24 and least with lifestyle (12.47) with
standard deviation of 1.98. At the same time, respondents in the age group of 36-50 years are influenced by reference
group (30.48) with standard deviation of 3.03 and least with lifestyle (1.10) and same is the case with respondents of
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 Chaudhary et al., International Journal of Advanced Research in Computer Science and Software Engineering 6(10),
October - 2016, pp. 351-357
more than 50 years of age (29.60), highest in case of reference group with standard deviation of 3.69 and least in case of
lifestyle (12.10) with standard deviation of 2.23. The respondents in the age group of 18-25 years are found to be having
the highest influence of extrinsic factors (122.48) with standard deviation of 17.84 and the respondents of more than 50
years of age are least influenced by extrinsic factors (116.80) with standard deviation of 15.39.

Table-1.2: Showing Influence of Extrinsic Factors on Consumer Buying Behavior on the Basis of Age of Respondents:
Age (in years)

18-25 26-35 36-50 >50

Standard Standard Standard Standard

Mean Deviation Mean Deviation Mean Deviation Mean Deviation

Situational 25.37 3.85 24.33 4.08 23.93 3.53 22.80 4.34

Reference 29.44 5.06 30.11 3.24 30.48 3.03 29.60 3.69

Social 20.81 3.43 20.69 3.03 21.30 2.87 20.20 2.86

Culture 14.00 4.00 13.69 3.44 13.26 3.36 13.10 2.96

Product 19.89 3.13 19.83 2.69 20.33 2.70 19.00 2.40

quality

Life Style 12.96 2.08 12.47 1.98 12.70 1.10 12.10 2.23

Extrinsic 122.48 17.84 121.14 14.97 122.00 12.73 116.80 15.39

Table: 1.3 shows ANNOVA results for extrinsic factors on consumer buying behavior and it is found that the
least significance is found in case of culture (0.844) with 0.274 as its f value and the value of sum of squares between the
groups is found to be at 10.276 and within the groups at 1201.724. The highest significance is found in case of situational
factor (0.297) and f value is found at 1.248, the value of sum of squares between the groups is found at 57.002 and within
the groups at 1461.748.
The total value of sum of squares between the groups is found at 254.354 and within the groups at 22454.646
with 0.780 as the of significance and 0.362 as the f value.

Table- 1.3: Showing ANNOVA Results for Extrinsic Factors on the Consumer Buying Behavior on the Basis of Age of
Respondents
Sum of
Squares df Mean Square f Sig.

Situational Between Groups 57.002 3 19.001 1.248 .297

Within Groups 1461.748 96 15.227

Total 1518.750 99

Reference Between Groups 16.597 3 5.532 .381 .767

Within Groups 1395.363 96 14.535

Total 1411.960 99

Social Between Groups 10.497 3 3.499 .367 .777

Within Groups 914.943 96 9.531

Total 925.440 99

Culture Between Groups 10.276 3 3.425 .274 .844

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Chaudhary et al., International Journal of Advanced Research in Computer Science and Software Engineering 6(10),
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Within Groups 1201.724 96 12.518

Total 1212.000 99

Product quality Between Groups 13.333 3 4.444 .569 .637

Within Groups 749.667 96 7.809

Total 763.000 99

Life Style Between Groups 6.845 3 2.282 .671 .572

Within Groups 326.465 96 3.401

Total 333.310 99

Extrinsic Between Groups 254.354 3 84.785 .362 .780

Within Groups 22454.646 96 233.903

Total 22709.000 99

INFLUENCE OF EXTRINSIC FACTORS ON CONSUMER BUYING BEHAVIOR ON THE BASIS OF

OCCUPATION:
The table: 1.4 shows the influence of extrinsic factors on consumer buying behavior on the basis of occupation
and it is found that the influence of situational factor is found to be highest in case of homemaker (26.36) with standard
deviation of 4.39 and the respondents from others category is found to be least at 22.63 with the standard deviation 3.54.
The influence of reference group is found to be highest in case of student (30.44) with standard deviation of 2.68 and
least influenced the respondents who are into profession (28.19) with standard deviation of 5.86. Role and social status
influenced others the least (20.38) with 2.39 as the standard deviation and highest influence is found in case of student
(21.44) with the standard deviation of 2.39. The influence of culture and sub culture is found to be the highest in case of
homemaker (15.64) with standard deviation of 2.46 and the least influence is found on professionals (13.06) with 4.06 as
the standard deviation. Product quality and features influence homemakers the most (21.45) with 2.21 as the standard
deviation, whereas the least influence is found in case of professionals (18.69) with the standard deviation of 3.46. The
influence of lifestyle is found to be highest in case of homemakers (13.18) with the standard deviation of 2.36 and least
in case of others (12.13) with standard deviation of 1.36. The influence of extrinsic factors is found to be the highest in
case of homemakers (127.73) with the standard deviation of 14.44 and the least influence of total extrinsic factors is
found in case of others (117.25) with the standard deviation of 11.61.

Table-1.4: Showing Influence of Extrinsic Factors on Consumer Buying Behavior on the Basis of Occupation
Occupation

Service Homemaker Professional Student Others

Mean SD Mean SD Mean SD Mean SD Mean SD

Situational 24.71 3.59 26.36 4.39 22.94 4.92 24.13 3.16 22.63 3.54

Reference 30.41 3.37 29.91 3.53 28.19 5.86 30.44 2.68 30.13 2.80

Role and 20.94 3.16 21.18 2.82 19.94 3.80 21.44 2.39 20.38 2.39
Social Status
Culture 13.27 3.75 15.64 2.46 13.06 4.06 14.00 2.48 13.13 3.36

Product 20.27 2.60 21.45 2.21 18.69 3.46 19.44 2.53 18.88 2.53
quality
Life Style 12.73 1.45 13.18 2.36 12.31 2.55 12.50 1.97 12.13 1.36

Extrinsic 122.33 14.11 127.73 14.44 115.13 21.34 121.94 11.65 117.25 11.61

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October - 2016, pp. 351-357
Table: 1.6 shows the ANNOVA results for extrinsic factors on the consumer buying behavior on the basis of
occupation and it is found that the least significance is found in case of product quality and features (0.60) with 2.341 as
the f value, the value of sum of squares between the groups is found to be at 68.472, 17.118 as the mean square and
within the groups at 694.528. The highest influence is found in case of lifestyle (0.685) with 0.570 as the f value, the
value of sum of squares is found at 7.810 and within the groups at 325.500 and 1.953 as the value of mean squares. The
significance of total extrinsic factors is found at 0.244 and 1.388 as the value of mean square, where the value of sum of
squares is between the groups is found at 1253.855 and within the groups is found at 21455.145.

Table- 1.5: Showing ANNOVA Results for Extrinsic Factors on the Consumer Buying Behavior on the Basis of
Occupation
Sum of
Squares df Mean Square f Sig.

Situational Between Groups 107.642 4 26.911 1.812 .133

Within Groups 1411.108 95 14.854

Total 1518.750 99

Reference Between Groups 63.964 4 15.991 1.127 .349

Within Groups 1347.996 95 14.189

Total 1411.960 99

Role and Social Between Groups 22.237 4 5.559 .585 .674

Status
Within Groups 903.203 95 9.507

Total 925.440 99

Culture Between Groups 60.091 4 15.023 1.239 .300

Within Groups 1151.909 95 12.125

Total 1212.000 99

Product quality Between Groups 68.472 4 17.118 2.341 .060

Within Groups 694.528 95 7.311

Total 763.000 99

Life Style Between Groups 7.810 4 1.953 .570 .685

Within Groups 325.500 95 3.426

Total 333.310 99

Extrinsic Between Groups 1253.855 4 313.464 1.388 .244

Within Groups 21455.145 95 225.844

Total 22709.000 99

CORRELATION AMONGST EXTRINSIC AND INTRINSIC FACTORS:

Table: 1.6 below shows the correlation amongst intrinsic and extrinsic factors and it is found that situational
factor has the highest correlation with learning (0.653) and the least with cognition (0.115), the highest correlation of
reference group is found with learning (0.952) and least with cognition (0.006). As far as role and social status is
concerned, the highest correlation is found in case of learning (0.721) and the least with belief and attitude (0.092).
Culture has the highest correlation with motivation (0.929) and the least correlation is found with perception (0.042).

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 Chaudhary et al., International Journal of Advanced Research in Computer Science and Software Engineering 6(10),
October - 2016, pp. 351-357
Product quality and features is found to be highly correlated with motivation (0.447) and least with belief and attitude
(0.041). Lifestyle is found to be correlated with cognition the least (0.138) and learning as the highest (0.625).
The total correlation of extrinsic factors is found to be highest with learning (0.815) and the least with cognition
(0.130). The total correlation of extrinsic factors with intrinsic factors is found to be at 0.487.

Table- 1.6: Correlation amongst Extrinsic and Intrinsic Factors:

Motiva

Intrins
Percep
attitud

Cognit

Learni
status
Belief

Role
tion

tion
and

and
ion

ng

ic
e
Situational Pearson Correlation .436** .146 .059 .115 .151 .653** .381**

p-value .000 .146 .558 .255 .133 .000 .000

Reference Pearson Correlation .285** .136 .115 .006 .159 .952** .407**

p-value .004 .178 .255 .951 .114 .000 .000

Social Pearson Correlation .276** .092 .245* .085 .166 .721** .388**

p-value .006 .363 .014 .403 .098 .000 .000

Culture Pearson Correlation .929** .127 .042 .111 .031 .418** .431**

p-value .000 .208 .681 .273 .762 .000 .000

Product quality Pearson Correlation .447** .041 .047 .216* .092 .496** .336**

p-value .000 .687 .641 .031 .362 .000 .001

Life Style Pearson Correlation .350** .150 .158 .138 .215* .625** .396**

p-value .000 .135 .116 .169 .032 .000 .000

Extrinsic Pearson Correlation .579** .145 .131 .130 .162 .815** .487**

p-value .000 .149 .194 .197 .107 .000 .000

**. Correlation is significant at the 0.01 level (2-tailed).

*. Correlation is significant at the 0.05 level (2-tailed).

IV. CONCLUSION
The present research paper as discussed above studies the influence of extrinsic factors on the consumer buying
behavior on the basis of age of respondent and occupation. It is found that reference group is found to be the most
influencing factor and the least influencing factor is found as lifestyle. the correlation of extrinsic and intrinsic factors
show that highest correlation is found in case of culture and least in case of product quality and features.

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