Mbr Report Muq

7/22/2019 Mbr Report Muq

1/32

SUBMITTED TO : MAAM SAADIYA SAID

Methods in Business Research

MEMBERS:

Muqadam Butt (11476)

ZyraShaheenDurrani

Shahroz Ismail (11514)

Doha Sajjad

Walid Ahmed


2/32

ACKNOWLEDGEMENT

In the Name of Allah, the most Beneficent and the most Merciful

Firstly, we are grateful toAlmighty Allahfor Blessing and help throughout our work.

We are profoundly indebted to our course mentor, Ma'am SaadiyehSaeed,whose enormous

support, mentoring, guiding principles has enabled us to accomplish this task. Without her we

would not have been able to complete this term report on this very short time.

THANK YOU Ma'am, for you efforts, help and co-operation through out the semester.

We are also indebted to Institute of Business Managementfor providing us with an

opportunity to augment our skills and rationale through such projects.

Lastly, we would like to thank our group members whose help and continuous support has led

us to complete this research.


3/32

RESEARCH PROPOSAL

EXECUTIVE SUMMARY/INTRODUCTIONConsumers are not only different in the common ways, which is by age, gender, occupation,

education, marital status and living arrangements, but also differ in their activities, interests,preferences, opinions, what they eat and products they buy. Therefore, marketers are interested

in understanding, predicting, and satisfying the needs and wants of consumers, whatever they are

like, whatever they want, wherever they live (Schiffman&Kanuk 2000). For any business to be

successful, it is crucial to study how consumers behave, more importantly, what triggers suchbehaviour. It is important for marketers to be well aware of consumers' needs and wants and how

consumers make their buying decision. According to Schiffman&Kanuk (2000), consumerbehaviour focuses on how consumers go about making decisions on spending their availableresources such as time, money, effort on consumption related items. Consumer behaviour

includes what is bought, why it is bought, when it is bought, where it is bought, how often it is

bought, and how often it is used.The vibrant and exotic atmosphere of Karachi local markets can make shopping lots of fun. One

of the biggest sectors is apparel sector. Local apparel markets in Karachi sell hundreds or

thousands of products daily. It is not only famous in Karachi but people from all over Pakistan

do their wedding shopping from Karachi shops which are cheap and of new fashion. People doplanned as well as unplanned shopping from these local shops. It is usually seen that buyers

purchase products which they have not planned and this phenomenon of unplanned purchasing is

termed as impulse. There are many factors which lead to unplanned or impulse buying. Thisleads us to determine the factors that lead to impulse buying behaviour in consumers as well asto determine which segment (based on VALS classification scheme) of consumers show the

most impulse buying behaviour.

PROBLEM STATEMENT

To identify the consumer segment in VALS framework which shows highest impulse buyingbehavior in the local apparel market.

RESEARCH OBJECTIVES

a. Identifying consumers of various groups according to VALS Segmentation and Framework..

b. Determine the consumer segment (segmented on VALS classification scheme) which showsmaximum impulse buying behaviour.


4/32

DESK RESEARCH:

Consumers buy products and services and seek experiences that fulfill their characteristic andgive shape, substance, and satisfaction to their lives. An individual's primary motivation

determines what in particular aboutthe self or the world is the meaningful core that governs his

or her activities. Consumers are inspired by one of three primary motivations: ideals,achievement, and self-expression. Consumers who are primarily motivated byIdeals are guided

by knowledge and principles. Consumers who are primarily motivated by achievement look for

products and services that demonstrate success to their peers. Consumers who are primarilymotivated by self-expression desire social or physical activity, variety, and risk.

Marketing and consumer researchers over the period of forty years have tried to grasp theconcept of Impulse buying and defined this terminology in their own perspectives, for which

some research findings are discussed here. In a research conducted by Cobb and Hoyer (1986),

impulse buying was defined as an unplanned purchase and this definition can also be found in

the research of Kollat and Willett (1967). In another research by Rook (1987) reported that

impulse buying usually takes place, when a consumer feels a forceful motivation that turns into adesire to purchase a commodity instantly. Beatty and Ferrell (1998) defined impulse buying as

instantaneous purchase having no previous aim or objective to purchase the commodity. Stern(1962) found that products bought on impulse are usually cheap. Shopping lifestyle is defined as

the behavior exhibited by purchaser with regard to the series of personal responses and opinions

about purchase of the products as reported by Cobb and Hoyer (1986). They find that shopping

life style and impulse buying behavior are closely related but only in the case of impulse buyers.The study also states that impulse purchasers fell in the middle as of the measurement tools used

by the researchers, indicated that purchasers will not pick the first brand they spotted in the

shopping mall.

In researches conducted by Cha (2001); Han et al., (1991); Ko (1993) it is reported that impulsebuying behavior regarding fashion products are associated with patterns like chaste, repeatedemotions as well as fashion-oriented impulse buying behaviors. These facts were also quoted by

Park et al. (2006). The definition of fashion involvement basically relates to apparel associated

with fashionable outfits. The findings of Han et al. (1991) quoted in response to fashioninvolvement of consumers, that it might enhance fashion-oriented impulse buying behaviors

among those who habitually wear fashion outfits. Fairhurst et al. (1989) andSeo et al. (2001)

found a direct association among fashion involvement and apparels purchase. Positive emotions

are defined as affects and moods, which determine intensity of consumer decision-makingreported by Watson and Tellegen (1985).


5/32

QUANTITATIVE RESEARCH/ RESEARCH DESIGN:

A survey (questionnaire) will be conducted which will be based on the Vals segmentation framethe questions depending upon the target audience and interview the population of interest in

order to collect the accurate information, free from any biases. The research will take place in

mainly at Institute of business management by people from all income groups and then we will.

We are going to make the questionnaire available online too because we feel that a larger number

of targeted customers need to be addressed and their responses should be examined identify thebuying behaviour of different segments like Innovators, Thinkers, Believers, Achievers, Strivers,

Experiencers, Makers and Survivors.

DATA ANALYSIS

The survey questionnaires were edited to ensure respondents had attempted to

answer all questions we complete the uncompleted ones and deal with them differently. After

that, coding will be done in order to save the time. After editing, each question was coded usingnumericalvalues, in order to eliminate or reduce data errors. The data was then processedthrough SPPS (Statistical Package for the Social Sciences). Various techniques

were used to conduct data analysis of the study. Frequency tabulations, which

are statistical procedures used for summarising responses to specific questions,were also used for analyses purposes.

NATURE AND FORM OF RESULTS

Results of the research will be provided in the following format:

Detailed report along with all the documents (questionnaires, etc)

Power point presentation will be presented.

Graphs, Spreadsheets regarding the quantitative results and the findings


6/32

EXECUTIVE SUMMARY

Need is an essential ingredient in human constitution as it creates a relationship between humans

and the environment. It also describes human complexity and characterizes individual behavior.

The fulfillment of need by human beings is a debatable and arguable issue because all

individuals satisfy their needs in their own personal way. In other words, every individual has his

own personal system to prioritize and satisfy his need. There is a variety of needs ranging from

physiological to social needs.

The rationale behind this study is to measure peoples perceptions about the magnitude of

expenditures that they make on Impulse buying and to get a brief idea about their behaviors. Theidea is to evaluate the factors that cause the people to spend relentlessly on shopping. In addition,

the forces that drive the people to achieve status symboland Show offtendencywill also be

discussed.

Keeping in my mind about the nature of the people we conducted a brief research on IMPULSEBUYING (VALS).In this project we tried to find out that what were the major factors that are

involved in giving impulse buying a rise. The objective of the research was to Identify

consumers of various groups according to VALS Segmentation and Framework and to

Determine the consumer segment (segmented on VALS classification scheme) which showsmaximum impulse buying behavior.

For this purpose a survey (questionnaire) was conducted which was based on the VALS

segmentation.Results of the research was provided by the help of:

Detailed report along with all the documents (questionnaires, etc)

Power point presentation will be presented.

Graphs, Spreadsheets regarding the quantitative results and the findings


7/32

PROBLEM STATEMENT

To identify the consumer segment in VALS framework which shows highest impulse

buying behavior in the local apparel market

RESEARCH OBJECTIVES

a. Identifying consumers of various groups according to VALS Segmentation and Framework.

b. Determine the consumer segment (segmented on VALS classification scheme) which shows

maximum impulse buying behaviour.

Background Information as to why the research was initiated

Much of the research on impulse buying behaviour has focused on defining and

measuring the concept. It is important to understand the ways in which

consumers construct, maintain and express their self-identity in consumptiondecisions. Marketers need to find out what constructs influence impulsive

behaviour. It is imperative that retailers understand consumer impulse buying in

order to formulate appropriate marketing strategies, allocate marketing budget,

and design effective marketing tactics (Zhou & Wong 2003).This research attempts to uncover differences, if any, on impulsive behaviour

among students.

It is becoming apparent that businesses are becoming more aware of and are

increasinglyrecognising the importance of understanding consumer behaviour

and the vital role it plays in their success. By learning more about howconsumers behave, marketers gain further insight on how consumers make their

buying decisions. An understanding of this behaviour makes it possible for

organisations to develop marketing communications, which are focused on the

way consumers react (Bothmaet al. 2002).


8/32

QUALITATIVE RESEARCH

CONDUCTED

We used the three most common qualitative methods.

Participant Observation: We did our participant observation at different shop, outlets and observedtheir buying behaviour.

Interviews:We did short interviews from our target population, mainly considering of university

students (mostly males) and head of the family in households.

Online Survey:A major part of our research was conducted through online generated forms which

have been filled by more than 170 people of our targeted population.

LITERATURE REVIEW AND RESEARCH OBJECTIVE

Consumers pertain to buy products and services and presume to be seeking experiences which

stand up to their characteristic and give substance, shape and satisfaction to their lives. An

individuals main motivation identifies what in general about the selfor the world is the

meaningful core that holds his or her activities.

Consumers presumed by one of the three primary motivations:

Achievement

Ideals

Self-Expression

Consumers which presume to be motivated by ideals are guided through knowledge and

principles. Consumers which presume to be motivated by achievement go for products and

services that identify success to their peers. Consumers who are largely motivated through self-

expression desire physical or social activity, risk and variety.

Nature of Impulse Buying:Impulse buying is unreflective in that the purchase is made withoutengaging in a great deal of evaluation. Individuals buying impulse is less likely to consider the

consequences or to think carefully before making the purchase (Rook, 1987). The persons

attention is focused on the immediate gratification of responding to the urge to buy rather than on

solving a preexisting problem or on finding an item to fill a predetermined need. Finally,

consistent with general impulsiveness, impulsive buying is immediate (Barratt, 1985; Rook,

1987) [3].


9/32

Impulse Buying Behavior: Marketing and consumers past researches over the times of forty

years shows that the concept of Impulse Buying and explained this phenomenon in their own

perspectives, from which was conducted by Cobb and Hoyer (1986) represents that the impulse

buying as an unplanned purchase and this definition also coincide within another research

conducted by the Kollat and Willet (1967). In another research, which was conducted by Rock

(1987) represents that impulse buying normally occurs, when a consumers feels a forceful

motivation that results into a desire or motivation to purchase a commodity immediately.

According to research conducted by Cha (2001); Han et al., (1991); and Ko (1993), it can be

seen that inclined attitude towards buying fashion related products are linked with different

patterns which are pure, represents emotions, and a fashion oriented behavior. The same

observations were supported by Park et al. (2006). When it talks about being involved in fashion,

it relates to clothes linked with fashionable outfits. According to Han et al (1991), that such a

behavior is normally enhanced by those who are routinely involved in wearing fashionable

outfits. According to Fairhurst et al. (1989) and Seo et al. (2001), there is a direct link between

being involved in fashion and buying behavior of clothes. Watson and Tellegen (1985) research

concludes that positive emotions are reflected in good moods, which determines the level of

consumer decision making.


10/32

THEORETICAL FRAMEWORK

Vals which is also known asvalues attitude and lifestyleis one of the primary ways

to performpsychographic segmentation. All three terms are intangible in nature and

therefore give an idea of the inert nature of the consumer. If you know what your

consumer is thinking, you would know what kind of promotions or communications will

attract him most. And how do you know what the consumer is thinking? By determining

his vals Values, attitudes and lifestyle.

VALS is different for different people. Lets take income as an example. If you are a

person with high income your lifestyle would probably include habits of the SEC A class

such as dining out of home frequently and that too in top class restaurants, wearing onlybranded clothes and buying the best cars out there. Whereas if you are a middle class

income group consumer, you would be more wary of spending money and would rather

concentrate on savings.

So now how does VALS affect a marketer? Lets say you were a banker. What would you

sell someone who had a high income lifestyle? You would sell them investment options

and would also dedicate a relationship manager to take care of their needs. In fact, the

bankers also have a term for high income individuals known as HNI highnetworth

individuals. But, if your lifestyle was that of a low income customer, you are more likely

to be targeted for savings

History of the term VALS VALS is actually a proprietary term of SRI

international. The term was developed by Social scientist and futurist Arnold mitchell.

Arnold mitchell actually developed the vals framework to determine different classes of

people who had varying values, attitudes and lifestyle. These people were determined by

the resources they had at their disposal as well as the amount of primary innovation

they could accept or create. Thus the people with low resources were low on innovation

and the ones with higher resources were higher in innovation. This formed the basis of

the VALS framework.

The VALS framework
http://www.marketing91.com/psychographic-segmentation/http://www.marketing91.com/psychographic-segmentation/http://www.marketing91.com/psychographic-segmentation/http://www.marketing91.com/psychographic-segmentation/


11/32

Image source

SRI International

As mentioned in the history of VALS, The VALS framework was developed keeping a

consumers resources as well as his capacity to accept innovation in mind. The X axis

consisted of primary motivation (explained below) and the Y axis consisted of resources

such as income, education, confidence etc. Thus these two factors were determined to be

critical to define the values attitude and lifestyle of any consumer.

Resources Included resources available to an individual such as income, education,

intelligence, emotional support, etc.

Primary motivation Which determined what actually drives the individual. Is it

knowledge, the desire to achieve something or is it to be social.

After researching above 1500 consumers, Arnold mitchell actually divided consumers

into 9 different types based on the amount of resources they had as well as their capacity

for primary motivation. These classes of consumers based on their VALS were.
http://www.marketing91.com/vals-values-attitude-lifestyle/vals-framework/


12/32

Innovators The class of consumer at the top of the vals framework. They are

characterized by High income and high resource individuals for whom independence is

very important. They have their own individual taste in things and are motivated in

achieving the finer things in life.

Thinkers

Awell educated professional is an excellent example of Thinkers in the vals

framework. These are the people who have high resources and are motivated by their

knowledge. These are the rational decision making consumers and are well informed

about their surroundings. These consumers are likely to accept any social

change because of their knowledge level.

Believers The subtle difference between thinkers and believers is that thinkers make

their own decisions whereas believers are more social in nature and hence also believe

other consumers. They are characterized by lower resources and are less likely to accept

innovation on their own. They are the best class of word of mouth consumers.Achievers The achievers are mainly motivated by guess what Achievements.

These individuals want to excel at their job as well in their family. Thus they are more

likely to purchase a brand which has shown its success over time. The achievers are said

to be high resource consumers but at the same time, if any brand is rising, they are more

likely to adopt that brand faster.

Strivers Low resource consumer group which wants to reach some achievement are

known as strivers. These customers do not have the resources to be an achiever. But as

they have values similar to an achiever, they fall under the striver category. If a striver

can gain the necessary resources such as a high income or social status then he can

move on to becoming an achiever.

Experiencers The group of consumers who have high resources but also need a

mode of self expression are known as Experiencers. Mostly characterized by young

adults, it consists of people who want to experience being different. This class of

consumers is filled up with early adopters who spend heavily on food, clothing and other

youthful products and services.

Makers These are consumers who also want self expression but they are limited by

the number of resources they have. Thus they would be more focused towards building abetter family rather than going out and actually spending higher amount of money.

Making themselves into better individuals and families becomes a form of self

expression for the Makers.

Survivors The class of consumers in the Vals framework with the least resources

and therefore the least likely to adopt any innovation. As they are not likely to change

their course of action regularly, they form into brand loyal customers. An example can


13/32

include old age pension earners living alone for whom the basic necessities are

important and they are least likely to concentrate on anything else.

Thus the vals framework can be used primarily to classify consumers based on their

values, attitudes and lifestyle. Once the classification has been done, you know which

types of customers you want to target. Depending on your target customers vals, you can

make up your marketingstrategyand your promotional message such that it hits your

audience at the right spot.
http://www.marketing91.com/strategy/http://www.marketing91.com/strategy/http://www.marketing91.com/strategy/http://www.marketing91.com/strategy/


14/32

HYPOTHESIS:

From the above mentioned model the following hypotheses are developed:

Hypothesis:

Ho: Strivers show the maximum relation to impulse buying behaviour.

H1: Strivers do not show the maximum relation to impulse buying behaviour

Hypothesis:

Ho: Innovators show the maximum relation to impulse buying behaviour.

H1: Innovators do not show the maximum relation to impulse buying behaviour

Hypothesis:

Ho: Believers show the maximum relation to impulse buying behaviour.

H1: Believers do not show the maximum relation to impulse buying behaviour

Hypothesis:

Ho: Achievers show the maximum relation to impulse buying behaviour.

H1: Achievers do not show the maximum relation to impulse buying behaviour

Hypothesis:

Ho: Makers show the maximum relation to impulse buying behaviour.

H1:Makers do not show the maximum relation to impulse buying behaviour

Hypothesis:

Ho: Survivors show the maximum relation to impulse buying behavior.

H1:


15/32

Hypothesis:

Ho: Experiencer show the maximum relation to impulse buying behaviour.

H1: Experiencers do not show the maximum relation to impulse buying behaviour

Hypothesis:

Ho: : Thinkers show the maximum relation to impulse buying behaviour

H1: Thinkers do not show the maximum relation to impulse buying behaviour

The testing of the hypotheses is confined to the primary data collected from the institute of

business management.


16/32

RESEARCH DESIGNSAMPLING DESIGN

Secondary data was collected by reviewing literature discussed by numerous authors. Reviewing

such literature helped in providing more clarity and understanding of the research topic.

Saunders et al. (2003: 200) believe that secondary data saves resources such as time and money,

which therefore enables the researcher to spend more time and effort making analyses andinterpretations of the data.

A survey research was conducted mainly among students of institute of business management

to help in collecting primary data, more than 170 students from the university took part in our

research through online questionnaire and short interviews . Sampling helps to provide moreaccurate information. It is also cheaper to collect data from a sample compared to the entire

population.

DATA COLLECTION METHOD

Data Collection & Analysis Tools:In this research, the design of the questionnaire with

22questions was primarily based on likert measurement scales to assess our objectives. 16

questions are designed to evaluate customer segment in VALS framework remaining 6 questions

are designed to evaluate the impulse buying behavior of the customers. Satisfaction was

measured by a four-point Likert scale.

UNIT OF ANALYSIS:

Our unit of analysis consisted of 200 individuals who were students of IoBM .students filled in

our online surveys and also we had interactive sessions with some of the students with in the

university .

VARIABLES:

Dependent:

Independent:


17/32

DATA ANALYSIS :

In this phase we have filter all the questionnaires. After that, coding has been done in orderto save the time and make the work easier and structured to analyze the data well using

popular statistics software, Statistical Package for Social Sciences (SPSS). Furthermore, we

have applied the relevant test for testing the null hypothesis for acceptance or rejection.

I care about my image as an expression of character and taste ?

I must admit that I like to show off ?

strongly agree 5332%

agree 8350%

disagree 2917%

strongly disagree 1 1%


agree 6740%

disagree 7343%



18/32

I like my life to be pretty much the same from week to week?

I am very interested in how mechanical things, such as engines, work. ?

I must admit that my interests are somewhat narrow and limited ?

strongly agree 19 11%

agree 75 44%

disagree 59 35%



agree 69 39%

disagree 59 34%



agree 63 36%

disagree 73 42%



19/32

I follow the latest trends and fashions?

I like being in charge of a group. ?

I like the challenge of doing something I have never done before?


agree 7746%

disagree 5734%



agree 8047%

disagree 5130%



agree 6940%

disagree 5230%



20/32

I try to complete my job even I have to sit after office hours?

I emulate styles of people I admire ?

I would like to understand more about how the universe works?


agree 7042%

disagree 4829%

strongly disagree 1911%


agree 7746%

disagree 5634%



agree 8349%

disagree 5331%



21/32

I prefer value to luxury. ?

I choose products that demonstrate success to my peers. ?

I tend to often read about public affairs and education ?


agree 7243%

disagree 4728%



agree 9254%

disagree 4325%



agree 7945%

disagree 6235%



22/32

I consider myself slow, when it comes to changing habits. ?

I am primarily concerned about safety and security ?

I buy only what is on my shopping list?


agree 86 51%

disagree 47 28%



agree 7041%

disagree 4929%



agree 6136%

disagree 6941%



23/32

I tend to buy clothing if I really like it?

I am less concerned with the price of clothing?

I consider visual display of products affects the desirability of those products.


agree 7846%

disagree 4527%



agree 5532%

disagree 7343%



agree 9355%

disagree 4024%



24/32

What is the highest level of formal education you have completed?

Grade 8 or less 9 5%

High School or equivalent 3621%

1 to 3 years of college or technical school 3118%

College graduation (4 years) 9255%

2. What was your total household income before taxes for the most recent calendar year

(January through December)? By your household, we mean all persons living in your

primary home who share basic finances with you.?

less than 25,000 2616%

25,000 to 50,000 3320%

50,000 to 75,000 3018%


25/32

75000 to 100,000 3018%

more tan 100,000 4628%

Are you a student currently enrolled at a college or university?

AGE?

Gender?

occupation?

interior designer karachi actor graphic designer Studnt house officer content writer studnt financemanager managing director business analyst student professor student and corporate

worker banker principle Dentist not yet businesman designer financial analyst Employee fashion

designer Student CEO Audit Tainee marketing

researcher Lawyeranchor doctor student Banker housewife House wife accountant freelancer research

analyst teacher Project Manager Bechalor Student, Speaker ,Manager employeeengineer brand

manager dentist

yes 99 60%

No 67 40%

18-24 75 45%

24-28 60 36%

28-32 21 13%

above 32 11 7%

Male 95 58%

Female 68 42%


26/32

PAY SCALE?

Number of daily responses

10,000 to 25,000 4933%

25000 to 50000 4429%

50,000 to 75,000 2517%

75,000 to 100,000 1510%

above 100,000 1711%


27/32

LIMITATIONS OF OUR RESERACH

SMALL SMAL SIZE: the number of the units of analysis we used in your study is

dictated by the type of research problem we are investigating. Our sample size was small to

find significant relationships however, we managed to form our statistical tests on a sample

size of 170 individuals and thus generalized our results.

LACK OF ADEQUATE DATA: the lack of reliable data has required us to limit the

scope of our analysis, and it had been a significant obstacle in finding a trend and a

meaningful relationship. Since most of the university students in the surveys online, most

of them left some questions blank.

TIME FRAME: we had a time of 1 weeks during which we had to select and approach

our respondents (target population), a small time frame limited us to a smaller sample size

of only 170 individuals which could have been exceeded if we had ample of time.

CONCLUSION:In our report, we identified consumers of several groups as per VALS

segmentation and framework. We also identified the buying patterns of apparel ofconsumers belonging to different segments. We also identified the relationship

between lifestyle of consumer and shopping, involvement of fashion in consumer

purchase decisions, pre-purchase decisions and post-purchase decisions of

consumers and behavioral and attitudinal aspects of impulse buying behavior of

consumers. We also identified factors that result in impulse buying behavior and

finally through all this we were able to conclude that which VALS segment shows

maximum impulse buying behavior.

From the extensive study conducted above we can conclude that consumer areclassified into several groups as per VALSs segmentation which includes

innovators, thinkers, believers, achievers, strivers, experiencers, makers and

survivors.

These entire segments tend to show different buying patterns as all have distinct

characteristics as discussed in this study. Innovators prefer new and innovative


28/32

creation. Thinkers tend to prefer clothes with durability and functional benefits.

Believers go for well established brands. Achievers go for premier brands. Strivers

try to emulate achiever and always look for stylish clothes which prominent them

in front of others. Experiencers are more inclined towards fashion. Makers are low

resource and try out basic products and survivors are hard core brand loyal withlower income.

This study concluded that when consider relationship between lifestyle of

consumer shopping and involvement of fashion on consumer it shows that every

segment take into consideration latest fashion and trends while going out for

purchasing clothes and experiencers tend to show higher tendency towards

spending budget on fashion.

When it was analyzed, pre-decision stage of consumer it shows that consumer tendto decide for shopping on the basis of their moods. All segment of groups shows

that they decide feel excited to go for shopping when they feel happy and

energetic. Post-decision behavior shows that majority of the consumer group rarely

regret after their purchasing except strivers as their behavior is un-predictable

which cannot be identified.

From the analysis, we identified that major factor that influence impulse buying

behavior is quality. Other factor includes:

Price

Packaging

In-store displays

External Environment

Social Surrounding

Physical Surrounding

Shopping task

Culture

Proximity


29/32

Mood

Age

Gender and Income

Time

General Interior Design

Organizing of merchandise and equipment within the store

Point of sale promotional materials

Display of merchandise

When it comes to go about identifying which consumer segment shows more

impulse buying behavior we came across that strivers shows maximum impulse

buying behavior because they are the one who are not aware of what they wanted

at times they go for shopping and also their decision shifts when they reach to

shopping destinations. Hence, our hypothesis rejected and strivers shows

maximum impulse buying behavior.


30/32

QUESTIONAIRE:

AGE 20-30 30-50 50-60 70-80

GENDER MALE FEMALE

OCCUPATION

PAY SCALE 10,000-30,000 40000-60000 70000-90000

# QUESTIONS Strongly

Agree

Somewhat

Agree

Somewhat

Disagree

Strongly

disagree

1

I care about my image as anexpression of character and taste

(Innovators).

2 I must admit that I like to showoff (Strivers)

3 I like my life to be pretty much

the same from week to week.

(Believers)

4 I am very interested in how

mechanical things, such as

engines, work. (Makers)

5 I must admit that my interests

are somewhat narrow andlimited (Survivors)

6 I follow the latest trends andfashions. (Experiencers)

7 I like being in charge of agroup.

( Innovators)

8 I like the challenge of doing

something I have never done

before. (Experiencers)


31/32

9 I try to complete my job even Ihave to sit after office

hours.(Achievers)

10 I emulate styles of people I

admire (Strivers)

11 I would like to understand more

about how the universe works.

( Thinkers)

12 I prefer value to luxury.

(Makers)

13 I choose products that

demonstrate success to mypeers. (Achievers)

14 I tend to often read about publicaffairs and education (Thinkers)

15 I consider myself slow, when it

comes to changing habits.(Believers)

16 I am primarily concerned aboutsafety and security (Survivors)

17 I buy only what is on my

shopping list?

18 I tend to buy clothing if I reallylike it?

19 I am less concerned with the

price of clothing?

20 I consider visual display of

products affects the desirability

of those products.


32/32

1. What is the highest level of formal education you have completed?

Grade 8 or less

Grades 911

High School or equivalent

1 to 3 years of college or technical school

College graduation (4 years)

Attended or completed graduate school

2. Are you a student currently enrolled at a college or university?

Yes

No

Date post:	10-Feb-2018
Category:	Documents
Upload:	muqadam-ali
View:	221 times
Download:	0 times

Mbr Report Muq

Documents