A study of the buying behaviour of clothing

A STUDY OF THE BUYING BEHAVIOUR OF CLOTHING BY COLLEGE GOING STUDENTS IN

NAGPUR DISTRICTBy

Sadhana H. BarabdeM.Sc.,M.Phil.(Home-Science)

SupervisorDr.(Mrs.)Neelima D.Sinha

(M.Sc.,Ph.D.)Retd.Head of the Dept. of Home-economics

Vasantrao Naik Govt.Institute of Arts & social sciences Nagpur

The Chapters included in the Thesis

• Introduction• Review of Literature• Methodology• Statistical Analysis of the Data• Results and Discussion• Summary and Conclusions• Suggestions and Recommendations

Chapter 1INTRODUCTION

• Aim of the study.• Objectives of the study• Hypothesis• Limitations• Significance of the study

Chapter IIntroduction

AIM OF THE STUDY:• The Aim of the study was to investigate the

factors affecting buying behaviour of clothing by college going boys and girls.

OBJECTIVES OF THE STUDY:

• To study the factors affecting the buying behaviour of clothing by college going boys and girls.

• To study the role of motivation on the buying behaviour of clothing by college going boys and girls.

• To study the role of perception on the buying behaviour of clothing by college students.

• To assess the role of Attitudes on the buying behaviour of clothing by college students.

• To examine the role of personality (Extrovert, Ambivalent, Introvert) on the buying behaviour of clothing by college students.

• buying behaviour of clothing by college going boys and girls.

Objectives (Continued)• To examine the role of parental income on the

buying behaviour of clothing by college going boys and girls.

• To review for role of life style on the buying behaviour of clothing by college students.

• To assess the role of Advertisement and Technology on the buying behaviour of clothing by college going boys and girls.

• To study the role of reference group (peer circle) on the buying behaviour of clothing by college going boys and girls.

Hypothesis:

• There is no significant difference between boys and girls in the buying behaviour that influences personal factors such as motivation, perception and attitude.

• There is no significant difference between boys and girls with Introvert, Ambivert and Extrovert personality type regarding effect of culture on the buying behaviour of clothing.

• There is no significant difference between the parental income and economic consideration in the buying behavior of college going boys and girls.

Hypothesis (continued)• There is no significant difference between the influence of

current fashion trends of youth with extrovert and introvert personality type.

• Life style does not play a significant role in the buying behaviour of college going boys and girls.

• There is no significant difference between boys and girls regarding the influence of advertisement on the buying behaviour of clothing.

• The influence of reference group (peer circle) on the buying behaviour of college going boys and girls do not differ significantly.

Chapter IIIResearch Methodology

• The main focus of the present research was to find out the factors influencing the buying behaviour of clothing by college going students. Keeping in mind the above, following methodology was under taken in the present investigation.

PROFILE OF THE STUDY:

• Total No. of Respondents-600• Age 18-20 years-300 ,21-24 years-300• Gender-Boys -300 ;Girls-300• Parental Income-Less than Rs.15,000 Rs.15,000-30,000 Rs.30,000-45,000 Above Rs.45,000• Personality- Extrovert ,Ambivert, Introvert

TOOLS OF DATA COLLECTION:

• All respondents (college going students) were evaluated by administering specially designed questionnaire.

Considering the nature of the research, the questionnaire schedule included the following information:

Descriptive Data:Self prepared, Pretested and structured

Questionnaire.

Descriptive Data:

Basic information of college going students included:

Age Gender Name of the college Type of the Family Parental income

Questionnaire:

The questionnaire comprised of 72 questions.• It included following factors related to the buying

behaviour of clothing. Factors No. of Questions• Sex consideration- 03 • Economic consideration- 11• Reference group (peer circle)- 08• Advertisement- 09• Technology- 04• Attitude- 11

• Perception- 10• Motivation- 06• Culture- 05• Life style- 05 The questions included in the questionnaire are

based on the five degree Likert scale pattern consisting of a series of statements.

Likert Scale:

The format of a five –level Likert item, used in the present study is given below:

Scores• Strongly disagree 1• Disagree 2• Neither agree nor disagree 3• Agree 4• Strongly agree 5

Chapter IVSTATISTICAL ANALYSIS OF DATA

The Data obtained was compiled and tabulated .Percentages,Mean,Standard deviation were

calculated.Hypothesis testing was done by using ‘z’ test

and the result obtained were interpreted as follows:

DEMOGRAPHIC PROFOILE:Age of college students

18-20 yrs 21-24 yrs

50% 50%

50% 50%

Fig No. 4.1 Age of College Students

Boys Girls

Gender pattern of College Students:

50%

50%

Fig.No.4.2 Gender Pattern of College Students

Boys Girls

Parental Income of College Students:

Boys Girls0

5

10

15

20

25

30

35

Fig.No.4.3 Parental Income of College Students

Less than Rs 15,000 Rs 15,000-30,000 Rs 30,000-45,000 Above Rs 45,000

Parental Income

Perc

enta

ge

Personality type of College Students:

Boys Girls0

5

10

15

20

25

30

35

40

45

50

Fig No. 4.5 Personality type of College Students

Introvert Ambivert Extrovert

Personality Type

Perc

enta

ge

Introvert Extrovert Inventory:

by Dr.P.F.Aziz and Dr. (Mrs.) Rekha Gupta Score obtained= Number of correct responses – Number of incorrect responses.

Score Range Interpretation

Below -15-15 and +15Above +15

IntrovertAmbivertExtrovert

SDA DA NAND A SA Total SDA DA NAND A SA Total

N 174 382 331 455 308 1650 180 498 272 485 215 1650

P 10.55 23.15 20.06 27.57 18.67 100 10.91 30.18 16.48 29.39 13.04 100

N 139 364 172 414 111 1200 99 367 156 463 115 1200

P 11.58 30.33 14.33 34.50 9.25 100 8.25 30.58 13.00 38.58 9.58 100

N 59 266 42 321 62 750 44 278 77 308 43 750

P 7.86 35.47 5.60 42.80 8.27 100 5.87 37.06 10.27 41.06 5.73 100

N 106 284 134 156 70 750 117 309 114 142 68 750

P 14.13 37.87 17.87 20.80 9.33 100 15.60 41.20 15.20 18.93 9.06 100

N 130 255 167 254 94 900 108 307 136 273 76 900

P 14.45 28.33 18.56 28.22 10.44 100 12.00 34.11 15.11 30.33 8.45 100

N 134 442 146 523 255 1500 59 326 245 594 276 1500

P 8.93 29.47 9.73 34.87 17.00 100 3.93 21.74 16.33 39.60 18.40 100

N 131 305 261 616 337 1650 107 325 264 652 302 1650

P 7.94 18.49 15.82 37.33 20.42 100 6.48 19.70 16.00 39.52 18.30 100

Factors Affecting the Buying Behaviour of Clothing by College Going Boys

S.No. Factors Age 18-20 yrs. Age 21-24 yrs.

2)Culture

3) Life style

1 Economic Factors

Socio-cultural Factors

1)Reference group

Table No.4.6.1

3

Psychological factors

1) Motivation

2) Perception

3)Attitude

2

Objective No. 1-To study the factors affecting the buying behaviour of clothing by college going boys and girls.


N 151 489 202 490 318 1650 144 508 309 515 174 1650

P 9.15 29.64 12.24 29.70 19.27 100 8.73 30.78 18.73 31.21 10.55 100

N 108 241 161 547 143 1200 66 293 244 466 131 1200

P 9.00 20.08 13.42 45.58 11.92 100 5.50 24.42 20.33 38.83 10.92 100

N 14 143 72 349 172 750 15 115 118 375 127 750

P 1.87 19.07 9.60 46.53 22.93 100 2.00 15.33 15.73 50.00 16.93 100

N 92 364 123 125 46 750 52 357 133 144 64 750

P 12.27 48.53 16.40 16.67 6.13 100 6.93 47.60 17.73 19.20 8.53 100

N 86 317 126 320 51 900 60 381 112 305 41 900

P 9.55 35.22 14.00 35.56 5.67 100 6.67 42.33 12.44 34.00 4.56 100

N 134 442 146 523 255 1500 59 289 299 577 276 1500

P 8.93 29.47 9.73 34.87 17.00 100 3.93 19.27 19.93 38.47 18.40 100

N 78 354 157 706 355 1650 48 332 245 738 287 1650

P 4.73 21.45 9.52 42.78 21.52 100 2.91 20.12 14.85 44.72 17.40 100

Socio-cultural Factors

1)Reference group

2)Culture

3) Life style

Factors Affecting the Buying Behaviour of Clothing by College Going Girls

S.No. Factors Age 18-20 yrs. Age21-24 yrs.

Table No.4.6.2

3

Psychological factors

1) Motivation

2) Perception

3)Attitude

1 Economic Factor

2


N 16 61 31 34 8 150 12 65 24 38 11 150

P 10.67 40.67 20.66 22.67 5.33 100 8.00 43.33 16.00 25.34 7.33 100

N 11 35 34 56 14 150 14 33 21 68 14 150

P 7.33 23.33 22.67 37.33 9.34 100 9.33 22.00 14.00 45.34 9.33 100

N 27 42 29 41 11 150 16 61 31 36 6 150

P 18.00 28.00 19.33 27.34 7.33 100 10.66 40.67 20.67 24.00 4.00 100

N 39 52 19 25 15 150 26 66 19 28 11 150

P 26.00 34.67 12.67 16.66 10.00 100 17.33 44.00 12.67 18.67 7.33 100

N 6 31 29 50 34 150 26 20 22 59 23 150

P 4.00 20.67 19.33 33.33 22.67 100 17.33 13.34 14.67 39.33 15.33 100

N 31 34 25 48 12 150 14 62 19 44 11 150

P 20.67 22.67 16.66 32.00 8.00 100 9.33 41.33 12.67 29.34 7.33 100

N 130 255 167 254 94 900 108 307 136 273 76 900

P 14.45 28.33 18.56 28.22 10.44 100 12.00 34.11 15.11 30.33 8.45 100

5Advertisements motivate me to buy clothes

Statement Age 18-20 yrs.

Total

2I buy clothes if I see an interesting promotional offer like reduced price ,sales promotion

3I tend to change my own buying preferences according to changes in others

6

I feel drawn to the clothes that are worn by the characters in TV serials and movies

4I look at fashion model before buying clothes

Table No. 4.7.1Role of Motivation on the Buying Behaviour of Clothing by College Going Boys

Age21-24 yrs.

1I tend to choose the store to shop with attractive display

S.No.

Objective No. 2 :To study the role of motivation on the buying behaviour of clothing by college going boys and girls.

SDA DA NAND A SA Total SDA DA NAND A SA TotalN 13 57 25 45 10 150 4 68 22 42 14 150

P 8.67 38.00 16.66 30.00 6.67 100 2.67 45.33 14.67 28.00 9.33 100

N 10 35 31 68 6 150 3 53 17 68 9 150

P 6.67 23.33 20.67 45.33 4.00 100 2.00 35.33 11.33 45.34 6.00 100

N 34 66 17 30 3 150 15 79 23 31 2 150

P 22.67 44.00 11.33 20.00 2.00 100 10.00 52.67 15.33 20.67 1.33 100

N 20 73 16 35 6 150 15 82 12 32 9 150

P 13.33 48.67 10.67 23.33 4.00 100 10.00 54.67 8.00 21.33 6.00 100

N 5 44 22 64 15 150 13 53 17 62 5 150

P 3.33 29.33 14.67 42.67 10.00 100 8.67 35.33 11.33 41.34 3.33 100

N 4 42 15 78 11 150 10 46 21 71 2 150

P 2.67 28.00 10.00 52.00 7.33 100 6.67 30.67 14.00 47.33 1.33 100

N 86 317 126 320 51 900 60 381 112 306 41 900

P 9.55 35.22 14.00 35.56 5.67 100 6.67 42.33 12.44 34.00 4.56 100

5Advertisements motivate me to buy clothes

StatementAge 18-20 yrs.

Total

2I buy clothes if I see an interesting promotional offer like reduced price ,sales promotion

3I tend to change my own buying preferences according to changes in others

6I feel drawn to the clothes that are worn by the characters in TV serials and movies

4I look at fashion model before buying clothes

Table No.4.7.2Role of Motivation on the Buying Behaviour of Clothing by College Going Girls

Age21-24 yrs.

1I tend to choose the store to shop with attractive display

S.No.

SDA DA NAND A SA Total SDA DA NAND A SA TotalN 26 39 27 42 16 150 21 49 31 36 13 150P 17.33 26.00 18.00 28.00 10.67 100 14.00 32.67 20.67 24.00 8.66 100N 10 28 32 53 27 150 14 26 31 60 19 150P 6.67 18.67 21.33 35.33 18.00 100 9.33 17.33 20.67 40.00 12.67 100N 5 16 27 65 37 150 9 22 32 68 19 150P 3.33 10.67 18.00 43.33 24.67 100 6.00 14.67 21.33 45.33 12.67 100N 21 53 24 35 17 150 16 57 27 37 13 150P 14.00 35.33 16.00 23.33 11.33 100 10.67 38.00 18.00 24.67 8.66 100N 4 16 16 64 50 150 6 13 33 59 39 150P 2.67 10.67 10.67 42.66 33.33 100 4.00 8.67 22.00 39.33 26.00 100N 5 16 25 57 47 150 2 14 34 57 43 150P 3.33 10.67 16.67 38.00 31.33 100 1.33 9.33 22.67 38.00 28.67 100N 21 32 34 45 18 150 6 39 23 51 31 150P 14.00 21.33 22.67 30.00 12.00 100 4.00 26.00 15.33 34.00 20.67 100N 22 42 42 35 9 150 17 50 43 30 10 150P 14.67 28.00 28.00 23.33 6.00 100 11.33 33.33 28.67 20.00 6.67 100N 6 10 20 75 39 150 6 12 12 71 49 150P 4.00 6.67 13.33 50.00 26.00 100 4.00 8.00 8.00 47.33 32.67 100N 14 43 22 53 18 150 5 27 29 55 34 150P 9.33 28.67 14.67 35.33 12.00 100 3.33 18.00 19.33 36.67 22.67 100N 134 295 269 524 278 1500 102 309 295 524 270 1500P 8.93 19.67 17.93 34.93 18.54 100 6.8 20.6 19.66 34.94 18 100

Role of Perception on the Buying Behaviour of Clothing by College Going Boys

1Cloths should be brought without bargaining

4The most advertised brands are usually very good as they are very much in demand

Table No. 4.8.1

Best selling clothing brands should be bought as they give you quality

3We must buy reliable brands as they last longer

5

Age 21-24 yrs.Age 18-20 yrs.

Personal opinion is the most important for fashion clothing.

6Quality of the clothes is more important than price

S.No. Statement

2

10Dressing style can make a person popular.

Total

7Branded clothes are a status symbol

8Costly clothes are always better than inexpensive clothes.

9Personality should be consider while selecting colours and design of clothes.

Objective No. 3 –To study the role of perception on the buying behaviour of clothing by college students

SDA DA NAND A SA Total SDA DA NAND A SA TotalN 20 55 12 44 19 150 11 64 42 26 7 150P 13.33 36.67 8.00 29.33 12.67 100 7.33 42.67 28.00 17.33 4.67 100N 5 55 20 57 13 150 4 23 30 78 15 150P 3.33 36.67 13.33 38.00 8.67 100 2.67 15.33 20.00 52.00 10.00 100N 8 34 26 67 15 150 1 23 31 82 13 150P 5.33 22.67 17.33 44.67 10.00 100 0.66 15.33 20.67 54.67 8.67 100N 5 78 18 43 6 150 9 76 14 44 7 150P 3.33 52.00 12.00 28.67 4.00 100 6.00 50.67 9.33 29.33 4.67 100N 11 26 4 63 46 150 6 21 10 70 43 150P 7.33 17.33 2.67 42.00 30.67 100 4.00 14.00 6.67 46.67 28.67 100N 11 28 15 52 44 150 3 15 23 66 43 150P 7.33 18.67 10.00 34.66 29.34 100 2.00 10.00 15.33 44.00 28.67 100N 29 60 13 31 17 150 8 32 26 51 33 150P 19.33 40.00 8.67 20.67 11.33 100 5.33 21.33 17.33 34.00 22.00 100N 22 56 24 39 9 150 9 40 35 50 16 150P 14.67 37.33 16.00 26.00 6.00 100 6.00 26.67 23.33 33.33 10.67 100N 2 9 1 75 63 150 2 6 10 71 61 150P 1.33 6.00 0.66 50.00 42.00 100 1.33 4.00 6.67 47.33 40.67 100N 21 41 13 52 23 150 6 26 24 56 38 150P 14.00 27.33 8.67 34.67 15.33 100 4.00 17.33 16.00 37.33 25.33 100N 134 442 146 523 255 1500 59 326 245 594 276 1500P 8.93 29.47 9.73 34.87 17.00 100 3.93 21.74 16.33 39.60 18.40 100

7

Statement

Role of Perception on the Buying Behaviour of Clothing by College Going Girls

S.No.

Costly clothes are always better than inexpensive clothes.

8

2

Age 18-20 yrs.

1

Personality should be considered while selecting colours and design of clothes.

9

Dressing style can make a person popular.10

Personal opinion is the most important for fashion clothing.

5

Quality of clothes is more important than price.

6

Branded clothes are a status symbol.

Table No. 4.8.2

Total

3

The most advertised brands are usually very good as they are very much in demand

4

Age 21-24 yrs.

Cloths should be brought without bargaining

Best selling clothing brands should be bought as they give you qualityWe must buy reliable clothing brands as they last longer

SDA DA NAND A SA Total SDA DA NAND A SA TotalN 1 18 16 70 45 150 11 20 18 67 34 150P 0.66 12.00 10.67 46.67 30.00 100 7.33 13.33 12.00 44.67 22.67 100N 15 42 30 49 14 150 9 43 26 64 8 150P 10.00 28.00 20.00 32.67 9.33 100 6.00 28.67 17.33 42.67 5.33 100N 6 11 5 70 58 150 ____ 7 15 66 62 150P 4.00 7.33 3.33 46.67 38.67 100 ____ 4.67 10.00 44.00 41.33 100N 7 26 37 60 20 150 8 28 40 49 25 150P 4.67 17.33 24.67 40.00 13.33 100 5.33 18.67 26.67 32.67 16.66 100N 53 66 12 17 2 150 35 69 17 17 12 150

P 35.33 44.00 8.00 11.33 1.33 100 23.33 46.00 11.33 11.33 8.00 100

N 5 17 28 71 29 150 4 16 24 76 30 150P 3.33 11.33 18.67 47.33 19.33 100 2.66 10.67 16.00 50.67 20.00 100N 1 5 12 66 66 150 6 7 13 79 45 150P 0.67 3.33 8.00 44.00 44.00 100 4.00 4.67 8.67 52.66 30.00 100N 8 48 38 44 12 150 17 52 32 38 11 150

P 5.33 32.00 25.33 29.33 8.00 100 11.33 34.67 21.34 25.33 7.33 100

N 13 31 27 61 18 150 10 35 29 63 13 150P 8.67 20.67 18.00 40.66 12.00 100 6.67 23.33 19.33 42.00 8.67 100N 3 11 22 70 44 150 3 16 24 79 28 150P 2.00 7.33 14.67 46.67 29.33 100 2.00 10.67 16.00 52.67 18.66 100N 19 30 34 38 29 150 4 32 26 54 34 150P 12.67 20.00 22.67 25.33 19.33 100 2.67 21.33 17.33 36.00 22.67 100N 131 305 261 616 337 1650 107 325 264 652 302 1650P 7.94 18.49 15.82 37.33 20.42 100 6.48 19.70 16.00 39.52 18.30 100

S.No. Statement

Role of Attitude on the Buying Behaviour of Clothing by College Going BoysTable No.4.9.1


I keep in mind the durability of the clothes.

10

I likely to mix and match wardrobe pieces to create a look that nobody else from my peer group has.

8

I buy my clothes to impress friends and people even if my parents do not allow me.

7

If I like the clothes,I buy it without hesitation.

11

Total

I feel awkward if my dressing style is different than my age mates.

5

My preference for clothes depends on occasion.

6

I prefere to buy comfortable and easy to wear and care clothes.

9

Right selection of clothes enhances the appearance of person

2

3

I would likely to buy costly clothes of good quality

4

1 I keep my age in mind while purchasing.

You look younger than you are if you wear trendy clothes

Objective No. 4-To assess the role of Attitudes on the buying behaviour of clothing by college students .

SDA DA NAND A SA Total SDA DA NAND A SA TotalN 10 12 8 75 45 150 4 24 13 79 30 150P 6.67 8.00 5.33 50.00 30.00 100 2.67 16.00 8.67 52.67 20.00 100N 3 84 16 34 13 150 1 43 24 74 8 150P 2.00 56.00 10.67 22.67 8.66 100 0.67 28.67 16.00 49.33 5.33 100N 4 6 13 66 61 150 1 4 8 70 67 150P 2.66 4.00 8.67 44.00 40.67 100 0.67 2.67 5.33 46.67 44.66 100N 8 42 20 58 22 150 4 23 48 64 11 150P 5.33 28.00 13.33 38.67 14.67 100 2.67 15.33 32.00 42.67 7.33 100N 8 50 6 83 3 150 8 84 9 45 4 150P 5.33 33.33 4.00 55.33 2.00 100 5.33 56.00 6.00 30.00 2.67 100

N 7 8 17 76 42 150 3 13 25 78 31 150P 4.67 5.33 11.33 50.67 28.00 100 2.00 8.67 16.67 52.00 20.67 100N 5 5 3 76 61 150 1 9 6 70 64 150P 3.33 3.33 2.00 50.67 40.67 100 0.66 6.00 4.00 46.67 42.67 100N 4 34 22 64 26 150 8 41 37 55 9 150P

2.66 22.67 14.67 42.67 17.33 100 5.33 27.33 24.67 36.67 6.00 100

N 11 51 19 52 17 150 13 39 30 57 11 150P 7.33 34.00 12.67 34.67 11.33 100 8.67 26.00 20.00 38.00 7.33 100N 5 18 14 80 33 150 1 13 24 86 26 150P 3.33 12.00 9.33 53.33 22.00 100 0.67 8.67 16.00 57.33 17.33 100N 13 44 19 42 32 150 4 39 21 60 26 150P 8.67 29.33 12.67 28.00 21.33 100 2.67 26.00 14.00 40.00 17.33 100N 78 354 157 706 355 1650 48 332 245 738 287 1650P 4.73 21.45 9.52 42.78 21.52 100 2.91 20.12 14.85 44.72 17.40 100

I keep in mind durability of the clothes.


1

10

My preference for clothes depend on occasion.

6

4I would likely to buy costly clothes of good quality

I prefere to buy comfortable and easy to wear and care clothes.

Table No.4.9.2 Role of Attitude on the Buying Behaviour of Clothing by College Going Girls

StatementsS.No.

If I like the clothes,I buy it without hesitation.

11

Total

Right selection of clothes enhances the appearance of person

3

I feel awkward if my dressing style is different than my age mates.

9

7

8I likely to mix and match wardrobe pieces to create a look that nobody else from my peer group has.

I keep my age in mind while purchasing.

I buy my clothes to impress friends and people even if my parents do not allow me.

5

You look younger than you are if you wear trendy clothes

2

N P N P N P N P N P N P N PSDA 55 9.43 63 14.86 6 2.26 54 20.38 73 22.95 60 11.32 59 10.12DA 114 19.55 122 28.77 81 30.57 111 41.89 81 25.47 178 33.58 123 21.10

NAND 111 19.04 92 21.70 21 7.92 15 5.66 32 10.06 45 8.49 72 12.35A 191 32.77 96 22.64 139 52.45 60 22.64 100 31.45 159 30.00 210 36.02SA 112 19.21 51 12.03 18 6.79 25 9.43 32 10.06 88 16.60 119 20.41

Total 583 100 424 100 265 100 265 100 318 100 530 100 583 100SDA 184 11.46 101 8.65 51 6.99 108 14.79 106 12.10 78 5.34 111 6.91DA 435 27.08 372 31.85 228 31.23 282 38.63 282 32.19 371 25.41 303 18.87

NAND 280 17.43 175 14.98 67 9.18 144 19.73 165 18.84 225 15.41 273 16.99A 463 28.83 425 36.39 344 47.12 133 18.22 241 27.51 534 36.58 649 40.41SA 244 15.19 95 8.13 40 5.48 63 8.63 82 9.36 252 17.26 270 16.82

Total 1606 100 1168 100 730 100 730 100 876 100 1460 100 1606 100SDA 115 10.35 74 9.16 46 9.11 61 12.08 59 9.74 55 5.45 68 6.12DA 331 29.79 237 29.33 235 46.53 200 39.60 199 32.84 218 21.58 204 18.36

NAND 212 19.09 61 7.55 31 6.14 89 17.62 106 17.49 121 11.98 180 16.20A 286 25.74 356 44.06 146 28.91 105 20.79 186 30.69 424 41.98 409 36.81SA 167 15.03 80 9.90 47 9.31 50 9.90 56 9.24 192 19.00 250 22.50

Total 1111 100 808 100 505 100 505 100 606 100 1010 100 1111 100

Economic factor

Ambivert

AttitudeLife style Motivation

Table No. 4.10.1Role of Personality on the Buying Behaviour of Clothing by College Going Boys

S.No. Personality CultureSocio-cultural factors Psychological Factors

Reference group

3 Extrovert

Perception

1 Introvert

2

Objective No. 5-To examine the role of personality (Extrovert,Ambivalant,Introvert) on the buying behaviour of clothing by college students.


NAND 115 14.52 100 17.36 41 11.39 63 17.50 91 21.06 111 15.42 111 14.02A 291 36.74 229 39.76 219 60.83 50 13.89 127 29.40 259 35.97 347 43.81SA 121 15.28 55 9.55 67 18.61 9 2.50 18 4.17 111 15.42 171 21.59

Total 792 100 576 100 360 100 360 100 432 100 720 100 792 100SDA 135 9.30 49 4.75 4 0.61 59 8.94 72 9.09 107 8.11 83 5.72DA 450 30.99 272 26.38 128 19.39 333 50.45 306 38.64 303 22.95 320 22.04

NAND 214 14.74 161 15.62 49 7.42 118 17.88 85 10.73 165 12.50 149 10.26A 422 29.06 424 41.12 317 48.03 106 16.06 286 36.11 506 38.33 637 43.87SA 231 15.91 125 12.12 162 24.54 44 6.67 43 5.42 239 18.11 263 18.11

Total 1452 100 1031 100 660 100 660 100 792 100 1320 100 1452 100SDA 109 10.32 46 5.99 19 3.96 54 11.25 48 8.33 53 5.52 25 2.36DA 333 31.53 134 17.45 103 21.46 181 37.71 220 38.19 222 23.12 221 20.93

NAND 182 17.23 144 18.75 100 20.83 75 15.62 65 11.28 169 17.60 142 13.45A 292 27.65 350 45.57 188 39.17 113 23.54 212 36.81 335 34.90 460 43.56SA 140 13.26 94 12.24 70 14.58 57 11.87 31 5.38 181 18.86 208 19.70

Total 1056 100 768 100 480 100 480 100 576 100 960 100 1056 100

Table No. 4.10.2

Life style MotivationEconomic factor

Role of Personality on the Buying Behaviour of Clothing by College Going Girls

S.No. PersonalitySocio-cultural factors Psychological Factors

Reference group Culture Attitude

3 Extrovert

Perception

1 Introvert

2 Ambivert


NAND 42 6.58 50 10.77 21 7.24 76 26.21 25 7.18 28 4.83 60 9.40A 238 37.30 130 28.01 112 38.62 30 10.34 123 35.34 221 38.10 239 37.46SA 179 28.06 59 12.72 15 5.17 3 1.04 41 11.78 83 14.31 145 22.73

Total 638 100 464 100 290 100 290 100 348 100 580 100 638 100SDA 103 9.09 64 7.77 25 4.85 84 16.31 69 11.16 71 6.89 85 7.50DA 224 19.77 249 30.22 178 34.56 202 39.22 187 30.26 233 22.62 218 19.24

NAND 211 18.62 138 16.75 54 10.49 80 15.53 130 21.04 147 14.27 208 18.36A 345 30.45 282 34.22 223 43.30 103 20.00 178 28.80 391 37.96 428 37.78SA 250 22.07 91 11.04 35 6.80 46 8.93 54 8.74 188 18.25 194 17.12

Total 1133 100 824 100 515 100 515 100 618 100 1030 100 1133 100SDA 98 11.28 55 8.70 43 10.89 68 17.21 79 16.67 41 5.19 57 6.56DA 274 31.53 176 27.85 121 30.63 141 35.70 146 30.80 190 24.05 157 18.07

NAND 188 21.64 107 16.93 20 5.06 58 14.68 79 16.67 127 16.07 164 18.87A 236 27.15 256 40.51 182 46.08 85 21.52 127 26.79 283 35.82 327 37.63SA 73 8.40 38 6.01 29 7.34 43 10.89 43 9.07 149 18.86 164 18.87

Total 869 100 632 100 395 100 395 100 474 100 790 100 869 100SDA 107 16.21 39 8.12 30 10.00 40 13.33 50 13.89 28 4.67 44 6.67DA 249 37.73 161 33.54 108 36.00 100 33.33 110 30.55 150 25.00 113 17.12

NAND 162 24.55 33 6.87 24 8.00 34 11.33 69 19.17 89 14.83 108 16.36A 121 18.33 209 43.54 112 37.33 80 26.67 99 27.50 222 37.00 259 39.24SA 21 3.18 38 7.92 26 8.67 46 15.33 32 8.89 111 18.50 136 20.61

Total 660 100 480 100 300 100 300 100 360 100 600 100 660 100

S.No. Attitude

1

3Rs.30,000 - 45,000

Socio-cultural factors Psychological Factors

Table No.4.11.1

Income group

Role of Parental Income on the Buying Behaviour of Clothing by College Going Boys

Economic factor

2

Life style Motivation

4Above

Rs.45,000

Perception

Rs.15,000 - 30,000

Less than Rs.15,000

Reference group Culture

Objective No. 6-To examine the role of parental income on the buying behaviour of clothing by college going boys and girls.

Reference groupN P N P N P N P N P N P N P

SDA 23 5.50 25 8.22 2 1.05 31 16.32 28 12.28 35 9.21 28 6.69DA 63 15.07 98 32.24 34 17.89 140 73.68 101 44.30 158 41.58 120 28.71

NAND 12 2.87 25 8.22 14 7.37 16 8.42 7 3.07 13 3.42 29 6.94A 187 44.74 124 40.79 94 49.47 3 1.58 84 36.84 139 36.58 184 44.02

SA 133 31.82 32 10.53 46 24.21 0 0.00 8 3.51 35 9.21 57 13.64Total 418 100 304 100 190 100 190 100 228 100 380 100 418 100SDA 78 6.75 101 12.02 4 0.76 43 8.19 39 6.19 67 6.38 52 4.50DA 272 23.55 186 22.14 75 14.28 289 55.05 246 39.05 275 26.19 230 19.91

NAND 156 13.51 124 14.76 58 11.05 88 16.76 103 16.35 157 14.95 135 11.69A 405 35.06 363 43.22 287 54.67 77 14.67 210 33.33 367 34.95 524 45.37

SA 244 21.13 66 7.86 101 19.24 28 5.33 32 5.08 184 17.53 214 18.53Total 1155 100 840 100 525 100 525 100 630 100 1050 100 1155 100

SD 100 9.67 30 3.99 14 2.98 44 9.36 42 7.45 50 5.32 39 3.77D 376 36.36 175 23.27 84 17.87 182 38.72 198 35.11 154 16.38 181 17.50

NAND 211 20.41 161 21.41 59 12.55 104 22.13 74 13.12 171 18.19 142 13.73A 264 25.53 290 38.56 210 44.68 102 21.70 213 37.76 380 40.43 448 43.33

SA 83 8.03 96 12.77 103 21.91 38 8.09 37 6.56 185 19.68 224 21.66Total 1034 100 752 100 470 100 470 100 564 100 940 100 1034 100SDA 94 13.56 18 3.57 9 2.86 26 8.25 37 9.79 42 6.66 7 1.01DA 286 41.27 75 14.88 65 20.63 110 34.92 153 40.48 144 22.86 155 22.37

NAND 132 19.05 95 18.85 59 18.73 48 15.24 54 14.28 104 16.51 96 13.85A 149 21.50 236 46.83 133 42.22 87 27.62 119 31.48 213 33.81 288 41.56

SA 32 4.62 80 15.87 49 15.56 44 13.96 15 3.97 127 20.16 147 21.21Total 693 100 504 100 315 100 315 100 378 100 630 100 693 100

Psychological FactorsEconomic factor

Table No.4.11.2Role of Parental Income on the Buying Behaviour of Clothing by College Going Girls

S.No. Income group

Socio-cultural factorCulture AttitudePerception

Rs.30,000 to 45,000

Motivation

4Above

Rs.45,000

Life style

3

1Less than Rs.15,000

2Rs.15,000 to 30,000

SDA DA NAND A SA TOTAL SDA DA NAND A SA TOTAL

N 20 73 37 17 3 150 30 76 29 11 4 150

P 13.33 48.67 24.67 11.33 2.00 100 20.00 50.67 19.33 7.33 2.67 100

N 16 39 23 37 35 150 5 29 26 49 41 150

P 10.67 26.00 15.33 24.67 23.33 100 3.33 19.33 17.33 32.67 27.33 100

N 16 50 27 51 6 150 17 62 16 48 7 150

P 10.67 33.33 18.00 34.00 4.00 100 11.33 41.33 10.67 32.00 4.67 100

N 37 59 21 25 8 150 47 65 24 13 1 150

P 24.67 39.33 14.00 16.67 5.33 100 31.33 43.33 16.00 8.67 0.67 100

N 17 63 26 26 18 150 18 77 19 21 15 150

P 11.33 42.00 17.33 17.33 12.00 100 12.00 51.33 12.67 14.00 10.00 100

N 106 284 134 156 70 750 117 309 114 142 68 750

P 14.13 37.87 17.87 20.80 9.33 100 15.60 41.20 15.20 18.93 9.06 100

Table No. 4.12.1

Age 18-20 yrs. Age 21-24 yrs.

I am loyal to my brand of clothes.

5

Role of Life Style on the Buying Behaviour of Clothing by College Going Boys

S.No. Statement

The more expensive brands are my choice.

1

I keep my wardrobe update with the changing fashions.

2

Total

I only prefer stylish clothes.

3

I only purchase clothes from branded outlets.

4

Objective No. 7-To review for role of life style on the buying behaviour of clothing by college students.


N 21 85 29 14 1 150 16 83 37 13 1 150

P 14.00 56.67 19.33 9.33 0.66 100 10.67 55.33 24.67 8.67 0.66 100

N 11 37 21 45 36 150 4 28 17 54 47 150

P 7.33 24.67 14.00 30.00 24.00 100 2.67 18.67 11.33 36.00 31.33 100

N 9 82 10 45 4 150 9 86 15 33 7 150

P 6.00 54.66 6.67 30.00 2.67 100 6.00 57.33 10.00 22.00 4.67 100

N 19 96 25 8 2 150 8 87 34 20 1 150

P 12.67 64.00 16.67 5.33 1.33 100 5.33 58.00 22.67 13.33 0.67 100

N 32 64 38 13 3 150 15 73 30 24 8 150

P 21.33 42.67 25.33 8.67 2.00 100 10.00 48.67 20.00 16.00 5.33 100

N 92 364 123 125 46 750 52 357 133 144 64 750

P 12.27 48.53 16.40 16.67 6.13 100 6.93 47.60 17.73 19.20 8.53 100

I am loyal to my brand of clothes.

5


Total

1

2

I only prefer stylish clothes.

Table No. 4.12.2 Role of Life Style on the Buying Behaviour of Clothing by College Going Girls

S.No. Statement

4

The more expensive brands are my choice.

I keep my wardrobe update with the changing fashions.

I only purchase clothes from branded outlets.

3

SDA DA NAND A SA Total SDA DA NAND A SA TotalN 29 24 33 48 16 150 16 36 24 60 14 150P 19.33 16.00 22.00 32.00 10.67 100 10.67 24.00 16.00 40.00 9.33 100N 32 44 29 35 10 150 26 47 21 51 5 150

P 21.33 29.33 19.33 23.33 6.67 100 17.33 31.33 14.00 34.00 3.33 100

N 12 18 36 66 18 150 7 25 26 65 27 150

P 8.00 12.00 24.00 44.00 12.00 100 4.67 16.67 17.33 43.33 18.00 100

N 25 50 29 34 12 150 21 58 29 33 9 150P 16.67 33.33 19.33 22.67 8.00 100 14.00 38.67 19.33 22.00 6.00 100N 19 47 25 39 20 150 17 42 31 48 12 150P 12.67 31.33 16.67 26.00 13.33 100 11.33 28.00 20.67 32.00 8.00 100N 13 46 29 52 10 150 17 48 24 53 8 150P 8.66 30.67 19.33 34.67 6.67 100 11.33 32.00 16.00 35.33 5.33 100N 32 51 26 32 9 150 22 44 29 46 9 150

P 21.33 34.00 17.33 21.33 6.00 100 14.67 29.33 19.33 30.67 6.00 100

N 9 17 33 61 30 150 13 27 20 70 20 150P 6.00 11.33 22.00 40.67 20.00 100 8.67 18.00 13.33 46.67 13.33 100N 9 23 24 72 22 150 10 28 19 72 21 150

P 6.00 15.33 16.00 48.00 14.67 100 6.67 18.67 12.66 48.00 14.00 100

N 180 320 274 429 147 1350 149 345 243 488 125 1350P 13.33 23.70 20.30 31.78 10.89 100 11.04 25.55 18.00 36.15 9.26 100

StatementSr.No

Total

Age 21-24 yrs.

4

Advertisement help me to save my time on buying clothes.

Age 18-20 yrs.

6

I like to read and watch advertisements of clothes.

Clothing advertisement on TV are more interesting and influencing but lack the information regarding care of clothes.

9

I get information about garment shops through advertisements.I tend to choose the store with eye catching window display for buying clothes.

7

2

I plan my clothing purchasing with the help of an advertisements.

Table No. 4.13.1

TV is the most informative media of advertising the latest trendy clothes.

1

I wait for advertisements for announcement of offers and sale of clothes.Advertisements provide me the information regarding the newly introduced brands and styles of clothes available in the market

3

5

Role of Advertisement on the Buying Behaviour of Clothing by College Going Boys

8

Objective No. 8-To assess the role of Advertisement and technology on the buying behaviour of clothing by college going boys and girls.

SDA DA NAND A SA Total SDA DA NAND A SA TotalN 13 22 5 92 18 150 8 13 28 83 18 150P 8.67 14.67 3.33 61.33 12.00 100 5.33 8.67 18.67 55.33 12.00 100N 22 39 18 63 8 150 13 29 24 81 3 150

P 14.67 26.00 12.00 42.00 5.33 100 8.67 19.33 16.00 54.00 2.00 100

N 15 21 13 79 22 150 7 12 16 92 23 150

P 10.00 14.00 8.67 52.67 14.67 100 4.67 8.00 10.67 61.33 15.33 100

N 20 31 18 66 15 150 17 39 22 67 5 150P 13.33 20.67 12.00 44.00 10.00 100 11.33 26.00 14.67 44.67 3.33 100N 8 56 20 53 13 150 11 44 17 70 8 150P 5.33 37.33 13.33 35.33 8.67 100 7.33 29.33 11.33 46.67 5.33 100N 7 31 20 78 14 150 4 38 18 86 4 150P 4.67 20.67 13.33 52.00 9.33 100 2.67 25.33 12.00 57.33 2.67 100N 18 58 26 38 10 150 8 46 22 52 22 150

P 12.00 38.67 17.33 25.33 6.67 100 5.33 30.67 14.67 34.67 14.66 100

N 3 33 14 69 31 150 3 23 22 78 24 150P 2.00 22.00 9.33 46.00 20.67 100 2.00 15.33 14.67 52.00 16.00 100N 10 39 23 60 18 150 8 31 20 77 14 150

P 6.67 26.00 15.33 40.00 12.00 100 5.33 20.67 13.33 51.33 9.33 100

N 116 330 157 598 149 1350 79 275 189 686 121 1350P 8.59 24.44 11.63 44.29 11.04 100 5.85 20.37 14.00 50.81 8.96 100

Role of Advertisement on the Buying Behaviour of Clothing by College Going Girls

S.No. Statement

I plan my clothing purchasing with the help of an advertisements.


Table No. 4.13.2

TV is the most informative media of advertising the latest trendy clothes.

6

7

8

I like to read and watch advertisements of clothes.

1

I wait for advertisements for announcement of offers and sale of clothes.

2

Advertisement provide me the information regarding the newly introduced brands and styles of clothes available in the market

3

9

Total

Clothing advertisement on TV are more interesting and influencing but lack the information regarding care of clothes.

4

Advertisement help me to save my time on buying clothes.

5

I get information about garment shops through advertisements.I tend to choose the store with eye catching window display for buying clothes.

SDA DA NAND A SA TOTAL SDA DA NAND A SA TOTALN 34 44 35 31 6 150 21 64 18 31 16 150

P 22.67 29.33 23.33 20.67 4.00 100 14.00 42.67 12.00 20.67 10.67 100

N 27 50 27 41 5 150 30 39 31 33 17 150

P 18.00 33.33 18.00 27.33 3.33 100 20.00 26.00 20.67 22.00 11.33 100

N 25 51 33 34 7 150 19 52 27 36 16 150

P 16.67 34.00 22.00 22.67 4.67 100 12.67 34.67 18.00 24.00 10.67 100

N 25 54 42 21 8 150 24 59 26 34 7 150

P 16.67 36.00 28.00 14.00 5.33 100 16.00 39.33 17.33 22.67 4.67 100

N 111 199 137 127 26 600 94 214 102 134 56 600P 18.50 33.17 22.83 21.17 4.33 100 15.67 35.67 17.00 22.33 9.33 100

Table No. 4.13.3

1

Age 18-20 yrs. Age 21-24 yrs.S.No. Statement

Role of Technology on the Buying Behaviour of Clothing by College Going Boys

2

3

4

I use website for buying clothes as it provides up to date and true information about variety of clothes at place.Online puchasing clothes are easy way to shop for me.

I am satisfied with the customer services on website

I like to order on line clothes as they are trendy.

Total


N 33 40 49 14 14 150 18 59 36 26 11 150

P 22.00 26.67 32.67 9.33 9.33 100 12.00 39.33 24.00 17.34 7.33 100

N 18 41 41 35 15 150 20 59 33 25 13 150

P 12.00 27.33 27.33 23.34 10.00 100 13.33 39.33 22.00 16.67 8.67 100

N 19 51 46 25 9 150 13 69 42 22 4 150

P 12.66 34.00 30.67 16.67 6.00 100 8.67 46.00 28.00 14.67 2.66 100

N 15 54 46 26 9 150 14 57 46 31 2 150

P 10.00 36.00 30.67 17.33 6.00 100 9.33 38.00 30.67 20.67 1.33 100

N 85 186 182 100 47 600 65 244 157 104 30 600P 14.17 31.00 30.34 16.66 7.83 100 10.83 40.66 26.17 17.34 5.00 100

Table No. 4.13.4


I use website for buying clothes as it provides up to date and true information about variety of clothes at place.

Online puchasing clothes are easy way to shop for me.

I am satisfied with the customer services on website

Statement

Role of Technology on the Buying Behaviour of Clothing by College Going Girls

S.No.

4

3

2

1

I like to order on line clothes as they are trendy.

Total

SDA DA NAND A SA Total SDA DA NAND A SA TotalN 18 41 13 64 14 150 13 48 10 56 23 150P 12.00 27.33 8.67 42.67 9.33 100 8.67 32.00 6.67 37.33 15.33 100N 17 38 15 62 18 150 7 25 18 78 22 150P 11.33 25.33 10.00 41.33 12.00 100 4.67 16.67 12.00 52.00 14.66 100N 20 54 18 46 12 150 17 53 16 51 13 150P 13.33 36.00 12.00 30.67 8.00 100 11.33 35.33 10.67 34.00 8.67 100N 12 59 23 38 18 150 12 54 25 33 26 150P 8.00 39.33 15.33 25.33 12.00 100 8.00 36.00 16.67 22.00 17.33 100N 18 36 27 58 11 150 4 45 24 67 10 150P 12.00 24.00 18.00 38.67 7.33 100 2.67 30.00 16.00 44.67 6.66 100N 11 39 29 50 21 150 12 54 19 60 5 150P 7.33 26.00 19.33 33.33 14.00 100 8.00 36.00 12.67 40.00 3.33 100N 23 33 26 62 6 150 17 38 27 63 5 150P 15.33 22.00 17.33 41.33 4.00 100 11.33 25.33 18.00 42.00 3.33 100N 20 64 21 34 11 150 17 50 17 55 11 150P 13.33 42.67 14.00 22.67 7.33 100 11.33 33.33 11.33 36.67 7.33 100N 139 364 172 414 111 1200 99 367 156 463 115 1200P 11.58 30.33 14.33 34.50 9.25 100 8.25 30.58 13.00 38.58 9.58 100

Table No. 4.14.1

I tend to change my own buying preferences according to changes in peers preferences.

Total

I ask for the advice of my friends before buying clothes.I prefere buying any latest fashion styles on the basis of approval of my friends.I usually buy the clothes which are different from my friends.I feel more confident and comfortable when my clothes are similar to my peersI achieve a sense of belonging by wearing the same type of clothes that my peer prefer I feel compelled to purchase branded clothes only because they are popular among my peer group

Sr.No.

Influence of Reference Group on the Buying Behaviour of Clothing by College Going Boys

Statement

1

2

3


It is very important for me that my friends like my clothes.

4

5

6

7

8

Objective No. 9-To study the role of reference group (peer circle) on the buying behaviour of clothing by college going boys and girls.

SDA DA NAND A SA Total SDA DA NAND A SA TotalN 19 36 18 61 16 150 8 46 18 57 21 150P 12.67 24.00 12.00 40.67 10.66 100 5.33 30.67 12.00 38.00 14.00 100N 3 38 19 55 35 150 16 37 14 71 12 150P 2.00 25.33 12.67 36.67 23.33 100 10.67 24.67 9.33 47.33 8.00 100N 14 38 17 73 8 150 14 37 23 73 3 150P 9.33 25.33 11.33 48.67 5.33 100 9.33 24.67 15.33 48.66 2.00 100N 5 51 28 38 28 150 2 41 17 73 17 150P 3.33 34.00 18.67 25.33 18.67 100 1.33 27.33 11.33 48.67 11.33 100N 11 35 21 81 2 150 15 32 18 79 6 150P 7.33 23.33 14.00 54.00 1.33 100 10.00 21.33 12.00 52.67 4.00 100N 14 30 17 73 16 150 11 31 20 76 12 150P 9.33 20.00 11.33 48.67 10.67 100 7.33 20.67 13.33 50.67 8.00 100N 8 84 13 40 5 150 19 41 15 65 10 150P 5.33 56.00 8.67 26.67 3.33 100 12.67 27.33 10.00 43.33 6.67 100N 17 70 10 45 8 150 16 69 13 47 5 150P 11.33 46.67 6.67 30.00 5.33 100 10.67 46.00 8.67 31.33 3.33 100N 91 382 143 466 118 1200 101 334 138 541 86 1200P 7.58 31.83 11.92 38.83 9.83 100 8.42 27.83 11.50 45.08 7.17 100

Table No. 4.14.2

I tend to change my own buying preferences according to changes in peer preferences.

Total

I ask for the advice of my friends before buying clothes.I prefere buying any latest fashion styles on the basis of approval of my friends.I usually buy the clothes which are different from my friends.I feel more confident and comfortable when my clothes are similar to my peersI achieve a sense of belonging by wearing the same type of clothes that my peer prefer.I feel compelled to purchase branded clothes only because they are popular among my peer group

4

5


It is very important for me that my friends like my clothes.

6

7

8

Influence of Reference Group on the Buying Behaviour of Clothing by College Going Girls

StatementSr.No.

1

2

3

Personal Factor Boys Girls z(CAL)*

Mean SD Mean SD

Motivation 17.43 4.09 17.46 3.12 0.025

Perception 33.41 4.93 33.56 5.63 0.10

Attitude 37.80 4.79 39.00 4.95 0.86

Influence of personal factors as Motivation, Perception and Attitude on Buying behaviour of Clothing by College going Boys and Girls

Statistical Analysis of Hypothesis No.1:

* z (TAB) at 5% level of significance is 1.96

Hence the Hypothesis “There is no significant difference between boys and girls in the buying behavior that influence personal factors such as motivation, perception and attitude” is accepted.


Influence of Culture on Buying Behaviour of Youth with Introvert, Ambivert and Extrovert Personality type

Personality type Boys Girls z(CAL)*

Mean SD Mean SD

Introvert 16.54 3.07 19.36 2.4 1.99

Ambivert 15.64 2.84 18.82 1.86 2.24

Extrovert 14.14 3.10 16.95 3.72 1.98


Hence the Hypothesis “There is no significant difference between boys and girls with Introvert, Ambivert and Extrovert personality type regarding effect of culture on the buying behaviour of clothing” is rejected.

Average Score of Economic Consideration Factors by Boys Income-Wise

Sr. No.

Economic Consideration

Monthly Income in Rs.

Less 15,00

0

15,000-

30,000

30000-45000

Above 45,000

1 According to need 4.26 3.91 3.32 2.482 Financial consideration 4.41 4.21 3.68 3.323 Prefer fashion counterfeit 3.45 3.24 2.87 2.234 Family budget 4.09 4.02 3.75 3.385 Spend pocket money 2.93 2.26 1.71 1.686 Mix and match 3.33 3.33 3.23 3.27 Reasonable store 4.19 3.92 3.10 2.088 Prefer off season sale 3.24 3.02 2.72 2.289 Ask price for quality 4.07 3.90 3.01 2.5810 Prefer bestselling brand 2.79 2.96 3.00 3.82

11Prefer low price trendy clothes 3.53 3.16 2.48 1.97Total mean score observed 40.29 37.94 32.85 29.00SD 4.24 4.80 4.68 4.22z(CAL)* 1.98 3.28 2.72

Role of Parental Income of College Going Boys in “Economic Consideration” regarding the Buying Behaviour of Clothing


Average Score of Economic Consideration Factors by Girls Income-Wise

Sr. No.

Economic Consideration

Monthly Income in Rs.

Less 15,000

15,000-

30,00030000-45000

Above 45,000

1 According to need 4.29 3.86 2.36 2.272 Financial consideration 4.24 4.20 3.80 3.25

3Prefer fashion counterfeit 3.74 3.30 2.32 1.95

4 Family budget 4.66 4.06 3.87 3.415 Spend pocket money 2.61 2.63 3.04 3.036 Mix and match 4.05 3.39 2.83 2.757 Reasonable store 4.11 3.84 2.97 2.108 Prefer off season sale 3.37 2.64 2.54 2.409 Ask price for quality 3.92 3.66 3.06 2.9010 Prefer bestselling brand 2.13 2.91 3.12 3.24

11Prefer low price trendy clothes 4.08 3.34 2.17 1.97Total mean score 41.18 37.82 32.09 29.27SD 4.22 4.68 3.80 3.12z(CAL)* 2.38 4.05 1.99


Role of Parental Income of College Going Girls in “Economic Consideration” regarding the Buying Behaviour of Clothing


Hence the Hypothesis “There is no significant difference between the parental income and economic consideration in the buying behaviour of college going boys and girls” is rejected.

Personality Frequency Maximum score

Mean observed

SD z(CAL)*

Introvert 125 5.00 1.41 0.62

2.04Extrovert 197 5.00 4.26 0.78


Influence of Current Fashion Trends on Youth with Extrovert and Introvert Personality

Hence the Hypothesis “There is no significant difference between the influence of current fashion trends of youth with extrovert and introvert personality” is rejected.


Respondent Frequency Maximum score

Mean observed

SD z(CAL)*

Boys 300 25 13.16 2.990.25

Girls 300 25 12.80 2.92


Influence of Life Style on Buying Behaviour of Clothing by College Going Boys and Girls


Hence the Hypothesis “Life style does not play a significant role in the buying behaviour of college going boys and girls” is accepted.

Respondent

Frequency Maximum score

Mean observed SD z(CAL)*

Boys 300 45 26.73 5.782.37

Girls 300 45 30.08 4.09

Statistical Analysis of Hypothesis No.6-:

Influence of Advertisement on Buying Behaviour of Clothing by College Going Boys and Girls


Hence the Hypothesis “There is no significant difference between boys and girls regarding the influence of advertisement on the buying behaviour of clothing” is rejected.

Respondent Frequency Maximum score

Mean observed

SD z(CAL)*

Boys 300 40 24.28 3.930.55

Girls 300 40 25.06 5.17


Influence of Reference Group (peer circle) on Buying Behaviour of Clothing by College Going Boys and Girls


Hence the Hypothesis “The influence of reference group (peer circle) on the buying behaviour of college going boys and girls do not differ significantly” is accepted.

Chapter VI Summary and Conclusions

INFERRED RESULTS (According to percentage)• It is inferred that college going girls were motivated by clothing style of

characters in TV serials and Movies followed by interesting promotional offers like reduced price and sales promotion and advertisements.

• College going boys were motivated by interesting promotional offers like reduced price and sales promotion and advertisements.

• Less number of college students were motivated by store with attractive display and fashion models.

• Majority of the college students think that clothes should be bought with bargaining.

• College going boys and girls opined that best selling clothing brands should be purchased as they give you quality. The percentage was more among girls from age group 21-24 years.

• A sizeable number of students indicated their preference to buy reliable clothing brand as they last longer.

• It is seen that the majority of college students do not believe that the most advertised brands are usually very good as they are very much in demand.

• It is found that majority of the students agreed that personal opinion is the most important for fashion clothing.

• College students gave preference to the quality of the clothes than price.• The students belonging to age group 21-24 years opined that branded clothes

are a status symbol.• It is seen that majority of college students disagreed that costly clothes are

always better than inexpensive clothes except girls belonging to age group 21-24 years.

• It is observed that the college students considered personality while selecting colours and design of clothes.

• Majority of the college students opined that the dressing style can make a person popular.

• It is found that the college students keep their age in mind while purchasing clothes.

• It is observed that specially students of age group 21-24 years thought that in trendy clothes they look younger than they actually are.

• The college students opined that the right selection of clothes enhances the appearance of the person.• It is found that most of the college students like to buy costly clothes of good quality. • It is observed that girls aged between 18-20 years buy clothes to impress friends and people against the

opinion of their parents.• College students’ preference for clothes depends on occasion.• Majority of the college students preferred to buy comfortable and easy to wear and care clothes.• College going girls from age group 18-20 like to mix and match wardrobe pieces to create a look that

nobody else from their peer group has. • College students feel awkward if their dressing style is different than their age mates.• College students also considered the durability of clothes.• College students buy clothes without hesitation if they like it.• College students do not preferred more expensive brands.• It is found that most of the college students up date their wardrobe with the changing fashions .The

percentage was found more among girls.• College students preferred stylish clothes along with other types of clothes.• It is concluded that college students not only preferred to purchase clothes from branded outlets and were

not loyal to a particular brand.• College students liked to read and watch advertisements of clothes but the percentage of girls were found

to be more than boys.• It is found that college going girls wait for the advertisements of offers and sale of clothes.

• College students opined that advertisements provide them the information regarding the newly introduced brands and styles of clothes available in the market. The percentage was found more among girls.

• It is concluded that college going girls planned their clothing purchasing with the help of an advertisements while less percentage was found among boys.

• It is seen that nearly fifty percent of the students thought that advertisements help them to save time on buying clothes.

• It is observed that college going girls and boys thought that advertisements provide them information about garment shops. The percentage was found more among girls.

• It is found that the students belonging to age group 21-24 years preferred store with eye catching display for buying clothes than students from age group 18-20 years.

• Majority of the college going students opined that TV is the most informative media of advertising the latest trendy clothes.

• College students found TV advertisements more interesting and influencing but lack the information regarding care of clothes.

• Less percentage of college students use website for buying clothes as it provides up to date and true information about variety of clothes at place.

• Less percentage of college students thought online purchasing clothes is easy way to shop.• It is concluded that the college students who preferred online shopping clothes thought that the

clothes were trendy and were satisfied with the customer services on website.

Age and buying behaviour-

• 1. It is observed that there was no difference between the college students from both the age groups regarding the influence of economic factor on the buying behaviour of clothing.

• 2. It is found that buying behaviour of clothing by college students was influenced by reference group (peer circle) but girls from age group 18-20 years were more influenced by reference group than the others.

• 3. It is seen that buying behaviour of clothing by college students from both the age groups was influenced by culture.

• 4. It is observed that buying behaviour of clothing by college students from both the age groups was not influenced by the life style of the students.

• 5. It is concluded that buying behaviour of clothing by college students from both the age groups was influenced by the psychological factors like motivation, perception and attitude.

Gender and buying behaviour-

• 1. It is observed that there was no difference between the college going boys and girls regarding the influence of economic factor on the buying behaviour of clothing.

• 2. It is found that buying behaviour of clothing by college going boys and girls was influenced by reference group (peer circle).

• 3. It is seen that buying behaviour of clothing by college going boys and girls was influenced by culture but influence of culture was found more on girls than boys.

• 4. It is observed that buying behaviour of clothing by college going boys and girls was not influenced by the life style of the students.

• 5. It is concluded that buying behaviour of clothing by college going girls were more influenced by the psychological factors like motivation, perception and attitude than boys.

Parental Income and buying behaviour-

• 1. It is concluded that income of the parents directly affects the economic consideration in the buying behaviour of clothes by college going students. More the parental income less is the economic consideration in buying of clothes.

• 2. It is seen that the effect of reference group (peer circle) was found more on the buying behaviour of clothing by college students belonging to the higher income group.

• 3. It is observed that the influence of culture was found more on the buying behaviour of clothing by college students belonging to monthly income group Rs.15,000-30,000 and Rs.30, 000-45,000.

• 4. It is seen that buying behaviour of clothing by college students from higher parental income group was influenced by their life style than the students from other groups.

• 5. It is found that the buying behaviour of clothing by college students belonging to different parental income groups was influenced by psychological factors such as motivation, perception and attitude.

•

Personality and buying behaviour-

• 1. It is observed that percentage of economic factor regarding buying behaviour of clothing by Introvert students was found greater than the Ambivert and Extrovert students. It is seen that Extrovert students were influenced less.

• 2. It is seen that buying behaviour of clothing of Extrovert college students was more influenced by reference group (peer circle) followed by Ambivert and Introvert students.

• 3. It is concluded that buying behaviour of clothing by Introvert college students was more influenced by culture than Ambivert and Extrovert students.

• 4. It is observed that the buying behaviour of college students with Introvert, Ambivert and Extrovert personality was not influenced by their life style.

• 5. It is found that the buying behaviour of clothing by Introvert, Ambivert and Extrovert college students was influenced by psychological factors such as motivation, perception and attitude.

RESULTS ACCORDING TO HYPOTHESIS-

Hypothesis No.1:“There is no significant difference between boys and girls in the buying behavior that influences personal

factors such as motivation, perception and attitude”.From Table No.4.15The results indicate that the girls are more influenced by Motivation, Perception and Attitudes than boys. The

most influential personal factor in the buying behaviour of clothing is Attitudes. It is concluded that influence of Motivation, Perception and Attitude on college going boys and girls do not differ significantly.

Hypothesis No.1 is accepted. Hypothesis No.2-“There is no significant difference between boys and girls with Introvert, Ambivert and Extrovert personality

type regarding effect of culture on the buying behaviour of clothing”. From Table No.4.16The results indicate that the effect of culture is greater on girls than boys. There is an effect of culture on all

personality types but Introvert boys and girls are both affected by culture the most. The findings prove that there is a significant difference between the boys and girls with different personality type regarding the effect of culture on the buying behaviour of clothing.

Hypothesis No.2 is rejected.

Hypothesis No.3- “There is no significant difference between the parental income and economic consideration in

the buying behavior of college going boys and girls”.Table No. 4.17.1 and Table No. 4.17.2The study reveals that income of parents does have a definite effect on the buying behavior of the

College going boys and girls. More the income of parents less is the economic consideration. The findings prove that there is a significant difference between the mean scores of the economic consideration by college going boys and girls belonging to the different parental income groups.

Hypothesis No.3 is rejected. Hypothesis No.4 –“There is no significant difference between the influence of current fashion trends of youth with

extrovert and introvert personality type”.Table No.4.18The results reveal that the youth with Extrovert personality are more influenced by the current

fashion trends than the youth with Introvert personality. There is a significant difference between the means of the Extrovert personality youth and Introvert personality youth regarding influence of current fashion trends on their buying behaviour of clothing.

Hypothesis No.4 is rejected.

Hypothesis No.5—“Life style does not play a significant role in the buying behavior of college going boys and girls”.Table No. 4.19 The results indicate that both boys and girls do not give that much importance to the life style for selection of

specific type of clothes. There is no significant difference between the mean values of boys and girls regarding influence of life style on buying behaviour of clothing.

Hypothesis No.5 is accepted. Hypothesis No.6—“There is no significant difference between boys and girls regarding the influence of advertisement on the

buying behaviour of clothing”. Table No. 4.20The findings prove that there is effect of advertisement on buying behaviour of boys and girls but girls are more

influenced by advertisement than boys. There is a significant difference between the mean values of boys and girls regarding influence of Advertisement on the buying behaviour of clothing.

Hypothesis No.6 is rejected.Hypothesis No.7—“The influence of reference group (peer circle) on the buying behaviour of college going boys and girls do not

differ significantly”.Table No. 4.21The results prove the influence of reference group on the buying behaviour of both boys and girls. There is an

insignificant difference between the mean values of boys and girls regarding influence of Reference group on the buying behaviour of clothing.

Hypothesis No.7 is accepted.

Limitations:

• The study was limited only to Nagpur District.• The study was limited only to 300 college going boys and 300

college going girls aged between 18-24 years.• The data was primary in nature and was based on the opinion

of the respondents may change from time to time.

Chapter VIISuggestions and Recommendations

Results and conclusions obtained from this research will be helpful for the following: Young Consumers:• The youth of today will become aware at a conscious level about importance of personal factors such as

motivation, perception and attitude while buying clothes.• The research will help to create the awareness among youth about the market strategies.• The research guide the youth to function more effectively at the market place.• The research will help the youth to assess their own personal style in decision –making regarding buying clothes.• The research will aid the youth in their own financial planning and purchasing goals.• Internet researching the price of a product before purchasing it gives the students a reference price so they

know what to expect to spend for a product when purchased in a store. Teachers:• The results of the research will help the teachers of social sciences to educate the students by providing them

with greater knowledge about how to be effective consumer.• To guide the students about truthfulness and usefulness of marketing strategies.• To bring awareness regarding the subconscious and unconscious factors those play a role in selection of clothing.

Educators:• Consumer behaviour is an interdisciplinary science .The research provides the base for developing new studies to examine

young consumers.• The research will help to investigate the involvement of college students in the marketing strategies.• Parents:• The research will provide guidelines to parents for training their children about their wardrobe planning according to need. • The research will help the parents to guide their children how to shop wisely and manage money intelligently. Marketers:• The study will provide the meaningful insights of the buying behaviour of college going students.• The research will help to improve the marketing strategy for the young customers at each stage of their buying behaviour to

raise and create a need for consumer.• To develop pricing and promotional tactics to appeal to the youth.• The research will help to strengthen the relationship with the young consumers by producing greater service in the market

to satisfy the young consumers.• The firms can develop insights about their target markets and formulate marketing strategies.• The study provides valuable insights in identifying and taking steps to improve on services, ambience, and needs of the

student segment of Indian market.• To understand the consumer psyche and proceed accordingly to manufacture the apparels to satisfy the consumers’ needs.

Date post:	12-Apr-2017
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A study of the buying behaviour of clothing

Education