Post on 03-Mar-2016
description
transcript
Effect of reference group on buying behaviour of clothes of UMT Students
Acknowledgement
All praise is due to Allah, the lord and cherisher of the university. May his pace and blessings be upon prophet Muhammad (PBUH), his household, companions and all followers of the right Guidance till the day of judgment. First of all we are thankful to Allah Almighty who has created us, gave us the power to understand and power to gain knowledge. Without
His kind guidance we would have not been able to complete any task given to us. We are great full for the guidance which has been allotted to us from Allah Almighty to understand and gain knowledge. Allah, the Exalted, says: " Say: Are those who know equal to those who know not? It is only men of understanding who will remember.
"We give honor and privilege to our respected resource person who helped us in thinking in the right direction by giving us this challenging task..We would also like to thank our families, who added a boost to our confidence, and are always praying for our success.Contents
3Introduction:
3The objectives that we have found from our research
4Variables:
5RESEARCH METHODOLOGY
5Instrumentation (Data Collection Tools):
5Population and Sample:
5Research Method:
5Questionnaire
23BarChart
37Crosstabs
60Our Findings.
61References:
Executive Summary
All the work is done on Affect of reference group on buying behavior of students of UMT. All these work is done by all the group members we have used different techniques to complete this research. We have conducted the focus group as well as the surveys from the students of university of management and technology. We have made our objective and does some literature review on the same topic. We also have chosen the variables which are used in our research. These variables helped us to find related to the topic. All the work which has been done is our work and this document is not copy paste from any other one.
Introduction:Clothes are need of every person. In todays world every people is wearing different types of yoy shavclothes. All these wearing are due to society, friends or from other reference groups meaning reference group has made our wearing different. We have found that what is a reference group and what is the effect of this reference group on the casual clothes among male student of University of Management and Technology, Lahore. These students are among the age of 18 to 27 years having different reference group.When we specifically talk about students of UMT, Lahore we can see that there are different types of buying behaviour for casual clothes of youth. There are lots of reference groups effecting on their buying behaviour for casual clothes. Casual is the dress code that emphasizes comfort and personal expression over presentation and uniformity. It includes a very wide variety of costume.Actually reference group is the one whom you want to acquire. People who have some reference groups they have importance there for if the person or the organization or any other party who is reference group and this reference will suggest any clothes for that person then he will definitely want to buy that clothes. Today we can see that students have many references. Whenever they went for shopping of clothes they take one or two of their friends and they are those friends who have same choice as of yours. Every student tries not to go alone for shopping. Some television models are also used for the reference groups. So here we researched that what are the reference groups and how they impact on the casual buying behaviour of youth of Lahore.These socializing agents are basically the reference groups these can be your friend family members or else. These socializing agents transmit the norms, values, attitudes and behaviour to an individual Iqbal(). These reference groups can be different these can be persons, organization, any institution or the advertisement which can influence. For example when you see someone it can be your friend or anybody who is wearing a specific type of clothes which influences you than that specific person is your reference group. Reference group can be any one. This reference can be on the base of different variables such as age, personality, gender, class etc.
The objectives that we have found from our research What is there first preference by which youth selects a wear(family ,friend ,past experience, celebrity affect, specific group or society)
Effect on preferences due to change in fashion and impact culture and tradition and attitude towards it.
To determine at what extent youth is influenced by casual dresses to feel comfort.
Youngsters prefer casual dresses over traditional dresses Presence of media in determining the level of dress to wear.
Wearing fashion clothes is how much important (e.g. being desi is like loving your roots/background)
To know lifestyle, need and behaviour in different aspects.
Which educational faculty is more towards the fashion(e.g. BBA,IT student etc)
Relationship between brand, status and personality and who influence them to buy these branded wears.
Variables: Purchasing power. Family. Relatives. Locality. Advertisement. Discounted offers. Distribution channels. Price sensitivity. Emotional attachment. Role dominance. Fashion
Trends
Lifestyles
Media
RESEARCH METHODOLOGY
Instrumentation (Data Collection Tools):
We will take both primary as well secondary sources for our research. The instruments which are applied for data collection in this research study are: conducting survey among the students of UMT from different schools and conducting interview if it is necessary. A survey research design is applied to know the effect of reference group on buying wear among male students of UMT. We will also conduct focus group among the students.Population and Sample:
Population size will consist of 200 male students from different schools of UMT. The age bracket would be between18-25. Our focus would be on bachelor male students studying in morning time. Our sample population will be Students of UMT from different schools came for study.Research Method:
We will distribute questionnaires among the students of different schools in UMT. As we clearly mentioned in our topic that our main focus would be on male youth in this University. We will also conduct interview from different students in UMT.. QuestionnaireEffect of reference group on buying casual wear among male student of UMT, Lahore.
The following data is being collected exclusively for academic research purposes. We highly appreciate the respondents co-operation and their precious time.Program: _____________ School: _____________ Semester: Spring/Summer/Fall 20__
Age: 18-21 22-24 25-271. Do you like going for shopping of clothes with your friends, family or relatives?
Rarely Sometime Most Often Never
2. Do you consider your reference group opinion seriously for buying casual clothes?
Rarely Sometime Most Often Never
3. To whom you get inspire while purchasing clothes? Friend Family Relative Society
If other than specify -----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------
4. What is your favorite brand?
Mark and Spencer Gucci Armani Versace
Others -----------------------------------------------------------------------------------------------------------
5. Which physiological factors help you to buy clothes?
Motivation Perception Self esteem Experience
If other than specify -----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------
6. from where you get most of your information about new arrivals?
Internet/face book Specific shops Flyers TV/shows Magazines
7. Please rate your preferences while purchasing casual clothes from 1-5(Lowest Highest)1 (Lowest)2345 (Highest)
Price
Brand
Quality
Durability
Discount
Please tick your answer in following table.StatementsS. AgreeAgreeNeutralDis a greeS. Disa gree
Reference group for buying clothes can be anyone.
You try to update your wardrobe with change is fashion trend
you tend to accessorize your outfits
Anyone from society made you his reference group
Price does not have such an effect on buying casual clothes.
Brand does not have such effect while buying clothes.
Advertisement have changed your buying behavior for clothes.
Design has also effect while buying clothes.
Society has not strong effect on your casual wearing of clothes.
Without reference we will not be able to buy clothes.
Reference group have a negative effect on our living.
Outsider cannot be our reference group.
It is necessary that reference group will be that person to whom you know.
Reference group have changed your dressing style.
Past experience can also effect on your buying behavior of clothes.
Our research that we have conducted is from the male students of UMT. So we have conducted our research from different schools of our universities. We have conducted total 200 questionnaires from different types of students of UMT. In these students there are 55, 58, 48, 39 are from SBE, IAA, SSH and SST respectively. Here is a graph of the frequency of the students from different departments.
FrequencyTabledo you like to go for shopping with friends,family and relatives?
FrequencyPercentValid PercentCumulative Percent
ValidRarely4522.523.323.3
Sometimes8140.542.065.3
most often5829.030.195.3
Never84.04.199.5
51.5.5100.0
Total19396.5100.0
MissingSystem73.5
Total200100.0
do you consider your reference group serioulsy for buying casual clothes?
FrequencyPercentValid PercentCumulative Percent
ValidRarely3015.015.315.3
Sometimes10452.053.168.4
most often4221.021.489.8
Never189.09.299.0
521.01.0100.0
Total19698.0100.0
MissingSystem42.0
Total200100.0
To whom you inspire while purchasing clothes?
FrequencyPercentValid PercentCumulative Percent
Validfriend7437.037.437.4
family4623.023.260.6
relative2814.014.174.7
society3216.016.290.9
other189.09.1100.0
Total19899.0100.0
MissingSystem21.0
Total200100.0
what is your favourite brand?
FrequencyPercentValid PercentCumulative Percent
ValidMark & spencer6331.532.032.0
Gucci4924.524.956.9
Armani3819.019.376.1
Versace189.09.185.3
Other2914.514.7100.0
Total19798.5100.0
MissingSystem31.5
Total200100.0
which psychological factors help you to buy clothes?
FrequencyPercentValid PercentCumulative Percent
ValidMotivation3819.019.219.2
Perception5326.526.846.0
self-esteem4824.024.270.2
Experience4522.522.792.9
Other147.07.1100.0
Total19899.0100.0
MissingSystem21.0
Total200100.0
from where you get most of the information about new arrivals?
FrequencyPercentValid PercentCumulative Percent
ValidIntermet8241.041.841.8
specific shop4422.022.464.3
Flyers2010.010.274.5
Tv3618.018.492.9
Magazines147.07.1100.0
Total19698.0100.0
MissingSystem42.0
Total200100.0
rate your reference for price..
FrequencyPercentValid PercentCumulative Percent
Validlowest3417.017.417.4
low4924.525.142.6
normal5829.029.772.3
high2613.013.385.6
highest2814.014.4100.0
Total19597.5100.0
MissingSystem52.5
Total200100.0
rate your reference for brand
FrequencyPercentValid PercentCumulative Percent
Validlowest168.08.48.4
low3115.516.224.6
normal4522.523.648.2
high4723.524.672.8
highest5226.027.2100.0
Total19195.5100.0
MissingSystem94.5
Total200100.0
rate your reference for quality
FrequencyPercentValid PercentCumulative Percent
Validlowest136.56.66.6
low2311.511.618.2
normal2914.514.632.8
high5125.525.858.6
highest8241.041.4100.0
Total19899.0100.0
MissingSystem21.0
Total200100.0
rate your reference for durabilty
FrequencyPercentValid PercentCumulative Percent
Validlow157.57.87.8
lowest2311.511.919.7
normal3517.518.137.8
high6331.532.670.5
highest5728.529.5100.0
Total19396.5100.0
MissingSystem73.5
Total200100.0
reference group of buying clothes can be any one.
FrequencyPercentValid PercentCumulative Percent
Validstrongly agree4723.524.424.4
Agree7336.537.862.2
Neutral4924.525.487.6
Disagree189.09.396.9
strongly disagree63.03.1100.0
Total19396.5100.0
MissingSystem73.5
Total200100.0
you try to update your wardrobe with change in fashion trend
FrequencyPercentValid PercentCumulative Percent
Validstrongly disagree4321.521.821.8
Disagree8442.042.664.5
Neutral5025.025.489.8
Agree178.58.698.5
strongly agree31.51.5100.0
Total19798.5100.0
MissingSystem31.5
Total200100.0
you tend to accessorize your outfits
FrequencyPercentValid PercentCumulative Percent
Validstrongly disgaree3216.016.316.3
Disagree9145.546.462.8
Neutral5125.526.088.8
Agree199.59.798.5
strongly agree31.51.5100.0
Total19698.0100.0
MissingSystem42.0
Total200100.0
any one form society made you his reference
FrequencyPercentValid PercentCumulative Percent
Validstrongly disagree3115.515.715.7
Disagree7135.535.951.5
Neutral5326.526.878.3
Agree3316.516.794.9
strongly agree105.05.1100.0
Total19899.0100.0
MissingSystem21.0
Total200100.0
price does nothave any effect on buying casual clothes
FrequencyPercentValid PercentCumulative Percent
Validstrongly disagree2914.514.914.9
disagree6432.033.047.9
neutral4221.021.669.6
agree4321.522.291.8
strongly agree168.08.2100.0
Total19497.0100.0
MissingSystem63.0
Total200100.0
brands does nothave any effect on buying casual clothes
FrequencyPercentValid PercentCumulative Percent
Validstrongly disagree3718.518.618.6
disagree5929.529.648.2
neutral3517.517.665.8
agree4120.520.686.4
strongly agree2713.513.6100.0
Total19999.5100.0
MissingSystem1.5
Total200100.0
ads has changed your buying behaviour for clothes
FrequencyPercentValid PercentCumulative Percent
Validstrongly disagree3417.017.317.3
disagree6934.535.252.6
neutral5226.026.579.1
agree2412.012.291.3
strongly agree168.08.299.5
321.5.5100.0
Total19698.0100.0
MissingSystem42.0
Total200100.0
design has also effect while buying clothes
FrequencyPercentValid PercentCumulative Percent
Validstrongly disagree5025.025.425.4
disagree7336.537.162.4
neutral4221.021.383.8
agree2713.513.797.5
strongly agree52.52.5100.0
Total19798.5100.0
MissingSystem31.5
Total200100.0
society has not atrong effect on your casual waering of clothes
FrequencyPercentValid PercentCumulative Percent
Validstrongly disagree2713.513.613.6
disagree6934.534.748.2
neutral4924.524.672.9
agree3517.517.690.5
strongly agree199.59.5100.0
Total19999.5100.0
MissingSystem1.5
Total200100.0
without reference we will not be able to buy clothes
FrequencyPercentValid PercentCumulative Percent
Validstrongly disagree2713.513.713.7
disagree5527.527.941.6
neutral4522.522.864.5
agree4020.020.384.8
strongly agree3015.015.2100.0
Total19798.5100.0
MissingSystem31.5
Total200100.0
reference group have a negative impact on our living
FrequencyPercentValid PercentCumulative Percent
Validstrongly disagree3417.017.117.1
disagree4824.024.141.2
neutral5628.028.169.3
agree4422.022.191.5
stronglgreey a178.58.5100.0
Total19999.5100.0
MissingSystem1.5
Total200100.0
outsider cannot be our reference group
FrequencyPercentValid PercentCumulative Percent
Validstrongly disagree2914.514.514.5
disagree6733.533.548.0
neutral4623.023.071.0
agree3718.518.589.5
strongly agree2010.010.099.5
121.5.5100.0
Total200100.0100.0
it is necassary that reference group will be that person to whom you know
FrequencyPercentValid PercentCumulative Percent
Validstrongly disagree3919.519.719.7
disagree6331.531.851.5
neutral4422.022.273.7
agree3819.019.292.9
strongly agree147.07.1100.0
Total19899.0100.0
MissingSystem21.0
Total200100.0
reference group have changed your dressing style
FrequencyPercentValid PercentCumulative Percent
Validstrongly disagree4020.020.320.3
disagree7336.537.157.4
neutral4623.023.480.7
agree2110.510.791.4
strongly agree178.58.6100.0
Total19798.5100.0
MissingSystem31.5
Total200100.0
past experince can also effect on your buying behaviour of clothes
FrequencyPercentValid PercentCumulative Percent
Validstrongly disagree5929.529.529.5
disagree8140.540.570.0
neutral3015.015.085.0
agree2613.013.098.0
strongly agree42.02.0100.0
Total200100.0100.0
departments
FrequencyPercentValid PercentCumulative Percent
ValidSBE5628.028.128.1
IAA5728.528.656.8
SSH4824.024.180.9
SST3618.018.199.0
521.01.0100.0
Total19999.5100.0
MissingSystem1.5
Total200100.0
Age
FrequencyPercentValid PercentCumulative Percent
Validup to 204723.524.124.1
up to 227839.040.064.1
up to 244824.024.688.7
more than 242211.011.3100.0
Total19597.5100.0
MissingSystem52.5
Total200100.0
BarChart
CrosstabsCase Processing Summary
Cases
ValidMissingTotal
NPercentNPercentNPercent
do you consider your reference group serioulsy for buying casual clothes? * departments19698.0%42.0%200100.0%
Symmetric Measures
ValueAsymp. Std. ErroraApprox. TbApprox. Sig.
Interval by IntervalPearson's R.021.076.298.766c
Ordinal by OrdinalSpearman Correlation.003.076.047.962c
N of Valid Cases196
do you consider your reference group serioulsy for buying casual clothes? * departments Crosstabulation
Count
departmentsTotal
SBEIAASSHSST5
do you consider your reference group serioulsy for buying casual clothes?rarely11568030
sometimes263327180104
most often141395142
never3554118
5101002
Total555648352196
Ho= student do not consider reference group seriously for buying casual clothes.H1= student consider reference group seriously for buying casual clothes.
Here Ho is rejected because we can see that significance level (the P value) is greater than 0.05 meaning that the null hypothesis will be rejecting so we can say that student consider reference group seriously for buying casual clothes.doyouliketogoforshoppingwithfriends,familyandrelatives?Crosstab
Count
DepartmentsTotal
SBEIAASSHSST5
do you like to go for shopping with friends,family and relatives?rarely1381310044
sometimes23251616181
most often1720156058
never203218
5010001
Total555447342192
Symmetric Measures
ValueAsymp. Std. ErroraApprox. TbApprox. Sig.
Interval by IntervalPearson's R-.030.075-.412.681c
Ordinal by OrdinalSpearman Correlation-.045.074-.621.535c
N of Valid Cases192
Ho=Students do not like to shopping with their friends and relatives.
H1=Students like to shopping with their friends and relatives.
Here Ho is rejected because we can see that significance level (the P value) is greater than 0.05 meaning that the null hypothesis will be reject so we can say that Students like to shop with their friends and relatives.
Towhomyouinspirewhilepurchasingclothes?
Count
DepartmentsTotal
SBEIAASSHSST5
to whom you inspire while purchasing clothes?Friend19192015174
Family918108045
Relative12753128
Society115106032
Other5634018
Total565548362197
Symmetric Measures
ValueAsymp. Std. ErroraApprox. TbApprox. Sig.
Interval by IntervalPearson's R-.059.072-.828.408c
Ordinal by OrdinalSpearman Correlation-.070.072-.973.332c
N of Valid Cases197
Ho= students do not inspire from any one while purchasing clothesH1= students inspire from any one while purchasing clothesHere Ho is rejected because we can see that significance level (the P value) is greater than 0.05 meaning that the null hypothesis will be reject so we can say that students inspire from any one while purchasing clothesWhatisyourfavouritebrand?Crosstab
Count
departmentsTotal
SBEIAASSHSST5
what is your favourite brand?Mark & Spencer1919159062
Gucci11111411249
Armani141185038
Versace5652018
Other51068029
Total545748352196
symmetric Measures
ValueAsymp. Std. ErroraApprox. TbApprox. Sig.
Interval by IntervalPearson's R.045.069.634.527c
Ordinal by OrdinalSpearman Correlation.043.070.597.551c
N of Valid Cases196
Ho= Students does not have favourite brand
H1= Students have favourite brandHere Ho is rejected because we can see that significance level (the P value) is greater than 0.05 meaning that the null hypothesis will be reject so we can say that Students have favourite brandwhichpsychologicalfactorshelpyoutobuyclothes?Crosstab
Count
departmentsTotal
SBEIAASSHSST5
which psychological factors help you to buy clothes?motivation121682038
perception13121412152
self-esteem1591310148
experiecne1213812045
Other3650014
Total555648362197
Symmetric Measures
ValueAsymp. Std. ErroraApprox. TbApprox. Sig.
Interval by IntervalPearson's R.060.063.841.402c
Ordinal by OrdinalSpearman Correlation.065.066.905.367c
N of Valid Cases197
Ho= psychologicalfactorsdoes not helpstudentstobuyclothes
H1= psychologicalfactors helpstudentstobuyclothes
Here Ho is rejected because we can see that significance level (the P value) is greater than 0.05 meaning that the null hypothesis will be reject so we can say that psychologicalfactors helpstudentstobuyclothes
fromwhereyougetmostoftheinformationaboutnewarrivals?Crosstab
Count
departmentsTotal
SBEIAASSHSST5
from where you get most of the information about new arrivals?intermet18301815182
specific shop1711132144
flyers4564019
tv137511036
magazines3362014
Total555648342195
Ho=People are not using source for getting information
H1=People are using source for getting informationHere Ho is rejected because we can see that significance level (the P value) is greater than 0.05 meaning that the null hypothesis will be reject so we can say that People are using source for getting information.rateyourreferenceforprice.Crosstab
Count
departmentsTotal
SBEIAASSHSST5
rate your reference for price..Lowest12867134
Low12101511149
Normal1822611057
High5993026
Highest95113028
Total565447352194
Symmetric Measures
ValueAsymp. Std. ErroraApprox. TbApprox. Sig.
Interval by IntervalPearson's R-.043.072-.602.548c
Ordinal by OrdinalSpearman Correlation-.036.073-.493.623c
N of Valid Cases194
Ho=price has not such an effect while buying clothesH1= price has an effect while buying clothesHere Ho is rejected because we can see that significance level (the P value) is greater than 0.05 meaning that the null hypothesis will be reject so we can say that price has an effect while buying clothes
RateyourreferenceforbrandCrosstab
Count
departmentsTotal
SBEIAASSHSST5
rate your reference for brandLowest7242116
Low9967031
normal1710125145
high82099046
highest13111612052
Total545247352190
Symmetric Measures
ValueAsymp. Std. ErroraApprox. TbApprox. Sig.
Interval by IntervalPearson's R.083.0771.146.253c
Ordinal by OrdinalSpearman Correlation.099.0751.365.174c
N of Valid Cases190
Ho=Brand has not such an effect while buying clothesH1= Brand has an effect while buying clothesHere Ho is rejected because we can see that significance level (the P value) is greater than 0.05 meaning that the null hypothesis will be reject so we can say that Brand has an effect while buying clothesRateyourreferenceforqualityCrosstab
Count
departmentsTotal
SBEIAASSHSST5
rate your reference for qualitylowest6222113
low8456023
normal9695029
high172093150
highest15242320082
Total555648362197
Symmetric Measures
ValueAsymp. Std. ErroraApprox. TbApprox. Sig.
Interval by IntervalPearson's R.082.0781.150.252c
Ordinal by OrdinalSpearman Correlation.126.0751.774.078c
N of Valid Cases197
Ho=quality has not such an effect while buying clothesH1= quality has an effect while buying clothesHere Ho is rejected because we can see that significance level (the P value) is greater than 0.05 meaning that the null hypothesis will be reject so we can say that quality has an effect while buying clothesRateyourreferencefordurabilityCrosstab
Count
departmentsTotal
SBEIAASSHSST5
rate your reference for durabiltylow4343115
lowest3695023
normal11698135
high20231010063
highest1616159056
Total545447352192
Symmetric Measures
ValueAsymp. Std. ErroraApprox. TbApprox. Sig.
Interval by IntervalPearson's R-.129.073-1.798.074c
Ordinal by OrdinalSpearman Correlation-.112.072-1.555.122c
N of Valid Cases192
Ho=Durability has not such an effect while buying clothesH1= Durability has an effect while buying clothesHere Ho is rejected because we can see that significance level (the P value) is greater than 0.05 meaning that the null hypothesis will be reject so we can say that Durability has an effect while buying clothesRateyourreferencefordiscountCrosstab
Count
departmentsTotal
SBEIAASSHSST5
rate your reference for discountlow6647124
lowest12787135
normal111499043
high1015132040
highest16111411052
Total555348362194
Symmetric Measures
ValueAsymp. Std. ErroraApprox. TbApprox. Sig.
Interval by IntervalPearson's R-.062.076-.868.387c
Ordinal by OrdinalSpearman Correlation-.044.076-.616.538c
N of Valid Cases194
Ho=Discount has not such an effect while buying clothesH1=Discount has an effect while buying clothesHere Ho is rejected because we can see that significance level (the P value) is greater than 0.05 meaning that the null hypothesis will be reject so we can say that Discount has an effect while buying clothesReferencegroupofbuyingclothescanbeanyone.Crosstab
Count
departmentsTotal
SBEIAASSHSST5
reference group of buying clothes can be any one.strongly agree1316126047
agree18231812273
neutral15111111048
disagree7452018
strongly disagree211206
Total555547332192
Symmetric Measures
ValueAsymp. Std. ErroraApprox. TbApprox. Sig.
Interval by IntervalPearson's R.008.073.106.916c
Ordinal by OrdinalSpearman Correlation.006.073.087.931c
N of Valid Cases192
Ho=Reference group cannot be anyone
H1= Reference group can be anyone
Here Ho is rejected because we can see that significance level (the P value) is greater than 0.05 meaning that the null hypothesis will be reject so we can say that Reference group can be anyoneYoutrytoupdateyourwardrobewithchangeinfashiontrendCrosstab
Count
departmentsTotal
SBEIAASSHSST5
you try to update your wardrobe with change in fashion trendstrongly disagree1114117043
disagree25192117183
neutral1216138150
agree5732017
strongly agree200103
Total555648352196
Symmetric Measures
ValueAsymp. Std. ErroraApprox. TbApprox. Sig.
Interval by IntervalPearson's R-.037.071-.520.603c
Ordinal by OrdinalSpearman Correlation-.028.070-.389.698c
N of Valid Cases196
Ho= People do not change them self with the change of fashion
H1= People change them self with the change of fashion
Here Ho is rejected because we can see that significance level (the P value) is greater than 0.05 meaning that the null hypothesis will be reject so we can say that People change them self with the change of fashion
AnyoneformsocietymadeyouhisreferenceCrosstab
Count
departmentsTotal
SBEIAASSHSST5
any one form society made you his referencestrongly disagree113125031
disagree22231312070
neutral12181111153
agree91094133
strongly agree2332010
Total565748342197
Symmetric Measures
ValueAsymp. Std. ErroraApprox. TbApprox. Sig.
Interval by IntervalPearson's R.044.071.621.535c
Ordinal by OrdinalSpearman Correlation.045.072.623.534c
N of Valid Cases197
Ho= Reference group cannot be anyone
H1=Reference group can be anyone.
Here Ho is rejected because we can see that significance level (the P value) is greater than 0.05 meaning that the null hypothesis will be reject so we can say that Reference group can be anyoneadshaschangedyourbuyingbehaviourforclothesCrosstab
Count
departmentsTotal
SBEIAASSHSST5
ads has changed your buying behaviour for clothesstrongly disagree81277034
disagree21201511269
neutral11121216051
agree7881024
strongly agree8251016
32100001
Total565447362195
symmetric Measures
ValueAsymp. Std. ErroraApprox. TbApprox. Sig.
Interval by IntervalPearson's R-.111.047-1.551.123c
Ordinal by OrdinalSpearman Correlation-.051.070-.716.475c
N of Valid Cases195
Ho=Advertisement does not have effect while buying clothes.
H1= Advertisement have effect while buying clothes. Here Ho is rejected because we can see that significance level (the P value) is greater than 0.05 meaning that the null hypothesis will be reject so we can say that Advertisement have effect while buying clothes.SocietyhasnotatrongeffectonyourcasualwaeringofclothesCrosstab
Count
departmentsTotal
SBEIAASSHSST5
society has not atrong effect on your casual waering of clothesstrongly disagree11574027
disagree18221710269
neutral13101312048
agree91277035
strongly agree5743019
Total565648362198
Symmetric Measures
ValueAsymp. Std. ErroraApprox. TbApprox. Sig.
Interval by IntervalPearson's R.026.069.363.717c
Ordinal by OrdinalSpearman Correlation.040.071.558.577c
N of Valid Cases198
Ho=Society is not affecting while buying clothes.
H1= Society is affecting while buying clothes.
Here Ho is rejected because we can see that significance level (the P value) is greater than 0.05 meaning that the null hypothesis will be reject so we can say that Society is affecting while buying clothes.
WithoutreferencewewillnotbeabletobuyclothesCrosstab
Count
departmentsTotal
SBEIAASSHSST5
without reference we will not be able to buy clothesstrongly disagree115101027
disagree18141110154
neutral161487045
agree5111310140
strongly agree51168030
Total555548362196
Symmetric Measures
ValueAsymp. Std. ErroraApprox. TbApprox. Sig.
Interval by IntervalPearson's R.180.0672.547.012c
Ordinal by OrdinalSpearman Correlation.181.0682.569.011c
N of Valid Cases196
Ho=reference group is not important while buying clothes.
H1= reference group is important while buying clothes.
Here Ho is rejected because we can see that significance level (the P value) is greater than 0.05 meaning that the null hypothesis will be reject so we can say that reference group is important while buying clothes.
referencegrouphaveanegativeimpactonourlivingCrosstab
Count
departmentsTotal
SBEIAASSHSST5
reference group have a negative impact on our livingstrongly disagree810114033
disagree161398248
neutral1913159056
agree9121211044
Strongly agree4814017
Total565648362198
Symmetric Measures
ValueAsymp. Std. ErroraApprox. TbApprox. Sig.
Interval by IntervalPearson's R.041.068.573.567c
Ordinal by OrdinalSpearman Correlation.048.069.667.505c
N of Valid Cases198
Ho=reference group has not negative effect while purchasing clothes
H1=reference group has negative effect while purchasing clothes
Here Ho is rejected because we can see that significance level (the P value) is greater than 0.05 meaning that the null hypothesis will be reject so we can say that reference group has negative effect while purchasing clothes
Outsidercannotbeourreferencegroup*departmentsCrosstab
Count
departmentsTotal
SBEIAASSHSST5
outsider cannot be our reference groupstrongly disagree71056129
disagree16161815166
neutral1514116046
agree131185037
strongly agree4664020
12100001
Total565748362199
Symmetric Measures
ValueAsymp. Std. ErroraApprox. TbApprox. Sig.
Interval by IntervalPearson's R-.105.068-1.489.138c
Ordinal by OrdinalSpearman Correlation-.089.071-1.254.211c
N of Valid Cases199
Ho= outsidercannotbeourreferencegroup
H1= outsidercan beourreferencegroupHere Ho is rejected because we can see that significance level (the P value) is greater than 0.05 meaning that the null hypothesis will be reject so we can say that outsidercan beourreferencegroup
ReferencegrouphavechangedyourdressingstyleCrosstab
Count
departmentsTotal
SBEIAASSHSST5
reference group have changed your dressing stylestrongly disagree101497040
Disagree17201816172
Neutral1315710146
Agree9471021
strongly agree6362017
Total555647362196
Symmetric Measures
ValueAsymp. Std. ErroraApprox. TbApprox. Sig.
Interval by IntervalPearson's R-.076.068-1.059.291c
Ordinal by OrdinalSpearman Correlation-.072.070-1.005.316c
N of Valid Cases196
Ho= Referencegrouphave notchangedourdressingstyleH1= ReferencegrouphavechangedyourdressingstyleHere Ho is rejected because we can see that significance level (the P value) is greater than 0.05 meaning that the null hypothesis will be reject so we can say that ReferencegrouphavechangedyourdressingstylePastexperincecanalsoeffectonyourbuyingbehaviourofclothesCrosstab
Count
departmentsTotal
SBEIAASSHSST5
past experince can also effect on your buying behaviour of clothesstrongly disagree18171211058
disagree21261815181
neutral6888030
agree104101126
strongly agree120104
Total565748362199
Symmetric Measures
ValueAsymp. Std. ErroraApprox. TbApprox. Sig.
Interval by IntervalPearson's R.010.071.142.887c
Ordinal by OrdinalSpearman Correlation.026.072.370.712c
N of Valid Cases199
Ho=Past experience did not effect on our buying
H1= Past experience is effecting on our buying
Here Ho is rejected because we can see that significance level (the P value) is greater than 0.05 meaning that the null hypothesis will be reject so we can say that Past experience is effecting on our buying
ageCrosstab
Count
departmentsTotal
SBEIAASSHSST5
ageup to 201512118046
up to 2220242410078
up to 241215811248
more than 248545022
Total555647342194
Symmetric Measures
ValueAsymp. Std. ErroraApprox. TbApprox. Sig.
Interval by IntervalPearson's R.042.075.579.563c
Ordinal by OrdinalSpearman Correlation.039.075.536.592c
N of Valid Cases194
Our Findings.
After the research we can say most of the students have their own reference groups which strongly affect on their buying behavior of clothes. We can say that most of the students go out for the shopping of clothes with their friends and family. Some students use the branded clothes and they got their information from the internet, advertisements and some other mediums. Self esteem, perception and motivation like factors help them in buying clothes. Students also give importance to the price, quality, durability and as well as brand while buying clothes.
We have found that anyone can be their reference groups. It is not necessary only those people to whom person know can be their reference group but it can be any one it can be that person whom you have seen even on a Facebook page. Some of them make reference group to any one and tend to buy new outfit and update themselves. Reference group have their changed their lifestyles and their ways of living. Society has also affect on their buying of clothes. Students think reference group have not any negative effect. We can also tell that some students on their past experience. If they have a good past experience than they will buy otherwise they will not buy it. All these findings can help us to know the affect of reference on buying behavior of male students of UMT.
References: Bearden, W. O., Netemeyer, R. G., & Teel, J. E. (1989). Measurement of consumer susceptibility to interpersonal influence. Journal of consumer research, 473-481.
Iqbal, M. S. Dr. Zeenat Ismail Institute of Business Administration.
Page 1
26/01/2013