Information & Leadership: Effect on consumer purchasing habits

transcript

INFORMATION & LEADERSHIP:

EFFECT ON CONSUMER

PURCHASING HABITS

MARK 302JMSB

DESGAGNÉ CYNTHIA

F.-FERNANDESMARCUS

NGUYENPAUL

TOUBIANRONA

ZHUBOLIN

RESEARCH PROBLEMS

INFORMATION OVERLOAD IN THE CONTEXT OF APPAREL, EFFECTS ON CONFIDENCE, SHOPPERS ORIENTATION AND LEADERSHIP

(JULIE V. STANTON AND DIANE M.

PAOLO 2012)

HYPOTHESES

Consumer confidence regarding apparel purchases will be adversely affected by consumer perceptions of

information overload.

Higher perceptions of information overload will be correlated with negative or utilitarian shopping

orientations while lower perceptions of overload will be correlated with more positive shopping orientations.

More exposure to fashion information will increase clothing purchasing.

Being a trendsetter or a follower in a social group will affect their apparel purchases positively.

HYPOTHESES

MODELS

PERCEPTION OF INFORMATION

CONFIDENCESHOPPING

ORIENTATIONS

HYPOTHESIS 1 HYPOTHESIS 2

MODELS

EXPOSURE SOCIAL STANDING

APPAREL PURCHASE

HYPOTHESIS 3 HYPOTHESIS 4

LITERATU

Purchase decision process leads to:

• Problem recognition

• Information search

• Evaluation of alternatives

• Purchase

• Post-purchase evaluation

IEWINFORMAT ION EXPOSURE AND APPAREL PURCHAS ING

INFORMAT ION EXPOSURE AND APPAREL PURCHAS ING

Type of techniques to inform shoppers:

• More visual and verbal information

• Attitudes and purchase intentions

More positive

• Bigger images leads to higher purchase

intentions

• Smaller images leads to lower purchase

intentionsLITER

TRENDSETTER VS . FOLLOWERS APPAREL PURCHASES

Trendsetters according to Summers:

• Higher income

• Higher education

• Social involvement

• Media influence

• Higher budget allocated to apparel

• Buy at different locations

• Impulsive

• Budget allocation

• Different online shopping habits

TRENDSETTER VS . FOLLOWERS APPAREL PURCHASES

OVERALL

Trendsetters:

• Interest in fashion

• Impulsive buying behavior

• Buy trendy apparel to be “up-to-date”

• Buy at specialty stores or department stores

Followers:

• No interest in fashion

• Follows budget

• Buy apparel to “fit in”

• Buy at discount stores

COLLECTION OF PRIMARY AND SECONDARY DATA

GOALS:

• Rep l i ca te a s tudy

• Create two new re la ted hypo theses in

o rde r to compare fi nd ings and add to

p rev ious research

SECONDARY DATA :

D a t a b a s e s

PR IMARY :

S u r v e y Q u a n t i t a t i v e D a t a

S A M P L I N G

• Conven ience

• No Spec ifi c Emphas i s On Gender

• Samp le s i ze : 50 S tudents

Participants

18-20 21-2324-2627+

INTERPRETATION&DATA ANALYSIS

s h o p p i n g c o n fi d e n c e

s h o p p i n g o r i e n t a t i o n

S E V E N F A C T O R S

p e r c e p t i o n o f i n f o r m a t i o n2

e x p o s u r e t o i n f o r m a t i o n 4

p u r c h a s i n g h a b i t s

s o c i a l s t a n d i n g 6

a p p a r e l p u r c h a s e

s h o p p i n g c o n fi d e n c e

p e r c e p t i o n o f i n f o r m a t i o n2

Sample Question:

(Q1C): I feel more ____ when I inform myself on

apparel.

Sample Question:

(Q2B): There are so many places to find out fashion trends

that it makes me overwhelmed.

s h o p p i n g o r i e n t a t i o n

e x p o s u r e t o i n f o r m a t i o n 4

Sample question:

(Q3F): Shopping itself is an enjoyable activity regardless of

whether I buy something or not.

Sample question:

(Q4E): I constantly see apparel

advertisement.

p u r c h a s i n g h a b i t s

s o c i a l s t a n d i n g 6

Sample question:

(Q5B): I buy what I see in

ads.Sample question:

(Q6C): If you and your friends were to discuss fashion, what role

would you be most likely to play?

(Q6H): I do not want to be the first person to be wearing something

unusual.

Sample question:

(Q7): I get ideas from what the people are wearing and I

will look for something similar.

*data generated from SPSS*

Model B Std. Deviation Beta t Sig.

PerceptionOf

Information 0.011 0.048 0.033 0.228 0.821

FIGURE 1.A COEFFICIENTSA HYPOTHESIS 1

“Consumer confidence regarding apparel purchases will be adversely affected by consumer perceptions of

information overload.”

Shopping Confidence

Perception Of Information

Person Correlation 0.033

Sig. (Two-tailed) 0.821

FIGURE 1.C CORRELATIONS HYPOTHESIS 1

“Consumer confidence regarding apparel purchases will be adversely affected by consumer perceptions of

information overload.”

PerceptionOf

Information -0.001 0.100 -0.002 -0.011 0.991

“Higher perceptions of information overload will be correlated with negative or utilitarian shopping

orientations while lower perceptions of overload will be correlated with more

positive shopping orientations.”

Perception Of Information

Shopping Orientations

Person Correlation -0.002

“Higher perceptions of information overload will be correlated with negative or utilitarian shopping

orientations while lower perceptions of overload will be correlated with more

positive shopping orientations.”

H3“More exposure to fashion

information will increase clothing purchasing.”

ExposureTo

Information -0.077 0.100 -0.065 -0.169 0.241

Purchasing Habits

Exposure to Information

Person Correlation -0.169

H3“More exposure to fashion

information will increase clothing purchasing.”

H4“Being a trendsetter or a follower in a social group will affect their apparel

purchases positively.”

Social Standings 0.302 0.065 0.554 4.616 0.000

Apparel Purchase

Social Standings Person Correlation 0.554

FIGURE 4.B CORRELATIONS HYPOTHESIS 4 Model R Square

1 0.307

LIMITATIONS

AGE: 18-27

PARTICIPANTS: Only students attending JMSB

GENDER: Not specific

Cannot represent the population as a whole

PARTICIPANTS COMPLETED SURVEYS RAPIDLY

DESIGN FLAW: Lack Of A Positive Or

Negative End Of Scale

DISCREPANCY WITH SPSS

QUANTITATIVE DATA ONLY

LIMITATIONS SU

LACK OF OBSERVATIONAL AND EXPERIMENTAL DATA COLLECTION METHODS

RESPONSE BIAS

HYPOTHESIS TESTED: General

Failed to go in depth to focus on a specific topic within the hypothesis

LIMITATIONS

CONCLUSION

• Replicated hypotheses did not yield the same results• Sample size is not representative• Marketers must go big or go home

• An overload of information makes consumers less inclined to purchase

?COMMENTS

QUESTIONS

THANK YOU!

Information & Leadership: Effect on consumer purchasing habits

Education