A STUDY OF THE BUYING BEHAVIOUR OF CLOTHING BY COLLEGE GOING STUDENTS IN NAGPUR DISTRICT By Sadhana H. Barabde M.Sc.,M.Phil.(Home-Science) Supervisor Dr.(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
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
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:
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
Objective No. 5-To examine the role of personality (Extrovert,Ambivalant,Introvert) on the buying behaviour of clothing by college students.
N P N P N P N P N P N P N PSDA 51 6.44 54 9.37 6 1.67 31 8.61 26 6.02 33 4.58 18 2.27DA 214 27.02 138 23.96 27 7.50 207 57.50 170 39.35 206 28.61 145 18.30
N P N P N P N P N P N P N PSDA 46 7.21 80 17.24 5 1.72 31 10.69 40 11.49 53 9.14 52 8.15DA 133 20.85 145 31.25 137 47.24 150 51.72 119 34.20 195 33.62 142 22.26
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
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.
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
Age 18-20 yrs. Age 21-24 yrs.
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.
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
Age 18-20 yrs. Age 21-24 yrs.
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.
Statistical Analysis of Hypothesis No.2:
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
* z (TAB) at 5% level of significance is 1.96
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
Role of Parental Income of College Going Girls in “Economic Consideration” regarding the Buying Behaviour of Clothing
Statistical Analysis of Hypothesis No.3:
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
Statistical Analysis of Hypothesis No.4:
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.
* z (TAB) at 5% level of significance is 1.96
Respondent Frequency Maximum score
Mean observed
SD z(CAL)*
Boys 300 25 13.16 2.990.25
Girls 300 25 12.80 2.92
Statistical Analysis of Hypothesis No.5:
Influence of Life Style on Buying Behaviour of Clothing by College Going Boys and Girls
* z (TAB) at 5% level of significance is 1.96
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
* z (TAB) at 5% level of significance is 1.96
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
Statistical Analysis of Hypothesis No.7:
Influence of Reference Group (peer circle) on Buying Behaviour of Clothing by College Going Boys and Girls
* z (TAB) at 5% level of significance is 1.96
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.