Pearl Academy, New Delhi
Fashion Marketing and Retail Management (FMRM) (2014-2018)
Research Methods 2
To study the effect of promotional strategies of Kazo on
consumers
Submitted to-
Mrs. Vasundhra Gupta/ Mrs. Usha AggarwalFaculty of Pearl
Academy
Submitted By-
Nikita Singhal, Harshita Chutani and Sakshi Gupta
Date of Submission- 5th may,2015
Table of Contents1. Executive Summary2. Background Study2.1
Origin2.2 Working of Kazo in India2.3 Marketing Mix2.3.1.
Price2.3.2 Place2.3.3 Product2.3.4 Promotions2.4. SWOT
analysis2.4.1. Strengths2.4.2 Weakness2.4.3 Opportunities2.4.4.
Threats2.5 Competitor Analysis2.6 Primary Study2.7 Problem
Statement2.7.1 Research problem3. Literature Review3.1
Understanding the term brand3.2 Consumer Market3.2.1 Consumer3.2.2
Consumer Behaviour3.2.3 Consumer Behaviour towards Apparel
Brands3.3 Marketing Strategies3.3.1 Understanding your clients3.3.2
Developing Finanical Goals3.3.3 Strategic Planning3. 4. Promotion
Mix3.4.1 Advertising3.4.2 Sales Promotion3.4.3 Personal
Selling:3.4.4 Public Relations3.5 Techniques of Promotional
Strategies3.6 Advertising and its Effects3.6.1 Advertising and
Brand Awareness3.6.2 Advertising and Consumer Behaviour3.6.3 How
does Advertising affect consumers?3.7 Knowledge Gap4. Research
Methodology4.1 Research Objective4.2 Research Design4.3 Data
collection method4.4 Data Collection Tool4.5 Sample Design4.5.1
Sampling Frame4.5.2 Sampling Unit4.5.3 Sample Size4.5.4 Method of
sampling4.5.5 Sample4.6 Data Analysis Tools
5. Data Analysis and Findings6. Conclusion7. Recommendation8.
Referencing9. Bibliography10. Annexure
Executive summaryKazo is a fashion retailer that came into being
with a simple aim of amalgamating creative international trends and
fashion at a value that would suit the requirements of todays
youth. Due to the high wear-ability and high street fashion trends,
Kazo has been able to make an enviable reputation for itself in a
short span of time.The research report has been done keeping in
mind the Indian operation of Kazo Ltd. This report provides an
analysis of the brand perception of KAZO customers. It suggests
hosts of marketing strategies and promotional activities that help
a brand to grow.The observation includes the analysis on Customer
loyalty program, quantity and quality of collection, the display of
designs and various other details. The report finds the prospects
of the company in its current position are not positive. According
to the primary and secondary study conducted, there are two major
problems faced by Kazo. The first problem is that Kazo is not able
to connect with its consumers. The second problem encountered was
that Kazo has no promotion strategy. The major areas of weakness
require further investigation and remedial action by management.
Recommendations discussed include: Frequent addition of new designs
and information about it through sales staff, online blogs or SMSs
should motivate customers to come back to stores more frequently.
KAZO needs to invest on several ATL for branding & BTL
activities to target its potential customers. A few of the
customers specially mentioned the need for frequent change of
design on mannequin as that gives an idea of the collection
inside.
Chapter 2:Background Study
2.1 OriginGiving every woman a chance to live their life
confidently and to feel great about them, Kazo launched its first
store On July 7th, 2007. Kazo is an in-house brand of B.L.
International. It came into being with a simple aim of amalgamating
creative international trends and fashion at a value that would
suit the requirements of todays youth. Due to the high wear-ability
and high street fashion trends, Kazo has been able to make an
enviable reputation for itself in a short span of time. Kazo has
huge design studios in Milan, Spain, Paris and London and New
Delhi. The designers of Kazo follow the fashion trends of the
runway of Milan, Paris and London which are the genesis of fashion
hub. 2.2 Working of Kazo in IndiaKAZO is committed to deliver your
order with good quality packaging within given time frame. We ship
throughout the week, except weekends and Public holidays. To ensure
that your order reaches you in good condition, in the shortest span
of time, we ship through reputed courier agencies only. At this
time there are few locations where our logistic partners dont have
reach and therefore, we may not be able to service your order. How
are the delivery charges calculated?They charge a flat shipping
charge of Rs 100 for all orders below Rs 2,000. Orders above Rs
2,000 are shipped free of cost. How long does it take for an order
to arrive?Orders received till 9:00am will be dispatched on the
same day. Orders received after 9.00am or on non-working days will
be dispatched on the next working day. Most orders are delivered
within 3 to 7 working days depending on the location of delivery.
Delivery will be done only at the address as mentioned by you at
the time of placing the order. What if the product received is in
damaged condition?If a person thinks, they have received the
product in a bad condition or if the packaging is tampered with or
damaged before delivery, they should refuse to accept the package
and return the package to the delivery person. The customer should
call the customer care number or email them mentioning the Order
ID. The responsible authorities will personally ensure that the
issue is satisfactorily resolved. He conceptualized sales and
marketing plans to redefine trends in fashion. Motivated by this
vision coupled with his zeal for work, Mr. Aggarwal through the
KAZO has rendered high quality service, resulting in brand loyalty.
His determination inspires the team to position his businesses as
the pioneer in high fashion industry. By combining skillful
management, innovative and modern technology, Mr. Aggarwal inspires
the team to achieve new milestones and improve performance
graphs.Mr. Aggarwals belief in professionalism has led him to build
a core team of experts from in all aspects of brand retail. The
team has been carefully selected to carry forward his ambitious
vision. With the growing popularity of the brand and its aggressive
expansion, Mr. Aggarwal continually motivates his team to set new
performance benchmarks and be proactively involved in all
activities pertaining to the growth of the company. His leadership
and management skills are iconic and will continue.2.3 Marketing
Mix- (Price, Product, Promotion & Place)2.3.1 Price-Kazo is a
young international brand that has made its way into the centre of
the fashion industry within a short span of time. The idea of Kazo
came into being with the aim of amalgamating international trends
and fashion at a value that is affordable for the women of today.
The main asset of the collections is that it is highly affordable
which enables customers an access to the latest designer wear,
giving a chance to every women to feel great in her skin, right to
her soul. The prices it offers for its fine quality product are
neither too high nor too low and are pretty well accepted by the
customers. The price range for Kazos product range is given
below-
Product RangePrice Range
Kazo TrendyRs. 1000-Rs.3000
Kazo EveningRs.2500-Rs. 5000
Kazo LimitedRs.4000-Rs. 6000
Kazo BasicRs.600-Rs.2700
Kazo MenRs.1000-Rs. 4000
2.3.2 RETAIL PRESENCE PlaceEBOs Delhi/NCR 6 showrooms Westgate
Mall, Raja Garden Select City Walk Mall, Saket Ambiance Mall,
Gurgaon Great India Place, Noida Greater Kailash I DT Mall,
Gurgaon
Mumbai 4 showrooms Juhu Tara Road, Juhu Mega Mall, Inorbit Mall,
Vashi Oberoi Mall
Punjab 2 showrooms Ludhiana Amritsar Bangalore 1 showroom
Hyderabad 1 showroom SISs Ritu Wears Rohini Lajpat Ngr Jallandhar
Amritsar Forum Bangalore Central Bangalore India Bulls - Pune Ebony
Amritsar Chandigarh Faridabad Ludhiana 2.3.3 Product Range-KAZO
Trendy, KAZO Evening, KAZO Basic, KAZO Men and KAZO Limited are the
ranges of KAZO that are from chic and youthful to glamorous and
glitzy to please not only naughty teens, professionals and the
coveted diva but also men. KAZO TRENDY
The name speaks for itself- this range is chic, youthful with a
dash of vulnerability. Specially designed to ring out sheer fun
element in the lives of young girls between 15- 25. Attires under
this collection are a toast to vivacity of a woman who constantly
alters her wardrobe and thrives on variety. KAZO EVENING
For that special evening, with glitz and glamour, KAZO has its
designer evening wardrobe that will give you a complete look of the
diva. Those entire women between 15 and 35, finds it one stop for
that impeccable fit and ethereal design. Whether its a party, an
evening with friends or a date with your beloved, KAZOs designer
wear will prepare you to walk the face of the earth with poise.
KAZO LIMITED
Very limited, specially designed, oodles of attitude, charm,
poise and style thatll take the breath away are the bona fide
characteristics of a KAZO limited collection. From 20-35, the
collections under KAZO accommodate one and all enabling every woman
to mesmerize the world. If parties are your haunt and
distinctiveness your covet then KAZO is your ultimate stop.
KAZO BASIC
Office wear was never so trendy before the launch of KAZO that
has created a unique collection of the women of today who aims at
leaving a mark wherever she goes. Office wardrobes from KAZO is a
must have if style and profession goes hand in hand for you.
KAZO MAN
The Autumn/Winter collection of 2009 saw another addition to the
existing range of KAZO. It was the time when KAZO entered the mens
collection. Trendy, stylish, casual and colorful are some of the
attributes in the collection. Though its only available at select
stores right now, KAZO plans to increase the mans collection to its
entire store.2.3.4 PromotionsKazo Fashion maintains a huge
potential exists in social networking websites and that the company
has taken to it very seriously. Kazo hosts a lot of campaigns
online to attract customers, and has a presence on Twitter and
Facebook by conducting on ground activities with the help of social
media. Given the huge interest on social media, the company is
looking to launch Kazo stores in Italy, France and England soon.
The company, which is concentrating on social media and digital
marketing to achieve growth, regularly updates its promotions and
marketing features on its Facebook page. 2.4 SWOT analysis2.4.1
Strength Lesser price as compared to competitors Stores at main
locations in the mall Very high degree of customer loyalty2.4.2
Weakness Low level of brand awareness Non availability of sizes
Limited variants in color No incentive for repeat purchase2.4.3
Opportunities Increase in demand of brands in middle east Increase
in disposable income of people People are becoming brand conscious
Growing domestic market2.4.4 Threats Predominance of unorganized
sector Increased competition Cheaper imports Change in government
policy of FD
2.5 CompetitorsMango, Zara, Sisley is the major competitors.
Kazo use to supply to these brands before opening up its retail
store. The price range is a weakness for Mango in the Indian market
when compared with its competitors like Kazo,Promod, Zara. The
French fashion brandPromodhas cut costs but Zara and Kazo are
comparatively lower priced than Mango.
ZARAKAZOMANGO
It provides apparels at/with minimum starting range of Rs. 1000
Zaras average sales are around Rs. 50,000 It brings in new products
every fortnight Much wider range of styles Generates more footfalls
Has good awareness of the brand It provides apparels at/with
minimum starting range of Rs. 1200 Kazos average sales are about
Rs. It brings in new products Good range of designs and styles
Generates lower footfall Has lower awareness of the brand
It provides apparels with a minimum starting range of Rs. 1500
Mangos average sales are around Rs. 40,000. It brings in new
products Wide range Has good awareness of the brand
2.6. Primary Study
A brand visit was also conducted where in the promotional
strategies of the brand were studied. The field study was conducted
in Pacific mall and Selectcity walk, New Delhi. It was noticed that
Kazo had very few retail promotions. We also used observation
method. It was noticed that most of the customers came just to have
a look at Kazos products. The primary Study was also conducted with
the help of Unstructured and structured data collection tools i.e.
Interviews and Questionnaires respectively.
2.7 Problem StatementAccording to the primary and secondary
study conducted, there are two major problems faced by Kazo. The
first problem is that Kazo is not able to connect with its
consumers. The second problem encountered was that Kazo has no
promotion strategy. 2.7.1. Research ProblemThe main problem being
encountered by Kazo is that it is not able to connect with its
customers as it has unsatisfactory promotion strategy.
Chapter 3:Literature Review
Consumers are evolving entities. Their aspirations and
expectations are continuously changing. Todays shoppers are more
intelligent, discerning and tuned to their individual preference.
They are increasingly brand and fashion conscious and select labels
which define who they are or who they want to be. The biggest
challenge for all the brands is to create loyal customers who love
them. With rapid growth in disposable incomes Indian consumer
markets are changing fast. And therefore Apparel and fashion
industry in India is in its growth stage. In such a scenario, it is
very essential to study how consumers make their choices in Apparel
& Fashion category where there are several brands in the
consideration set of a consumer. Brands build customer loyalty by
delivering excellent value which includes styling, durability,
quality fabrics, and consistent fit. To the consumer, a brand name
represents familiarity, consistency, and confidence in performance.
3.1 Understanding the term BrandA brand is a product, service, or
concept that is publicly distinguished from other products,
services, or concepts so that it can be easily communicated and
usually marketed. A brand name is the name of the distinctive
product, service, or concept. Branding is the process of creating
and disseminating the brand name. Branding can be applied to the
entire corporate identity as well as to individual product and
service names. A company's brands and the public's awareness of
them is often used as a factor in evaluating a company.A brand
connects the four crucial elements of an enterprise- customers,
employees, management and shareholders. Brand is nothing but an
assortment of memories in customers mind. Brand represents values,
ideas and even personality. It is a set of functional, emotional
and rational associations and benefits which have occupied target
markets mind.Some examples of well known brands are Mc Donalds,
Mercedes-Benz, Sony, Coca Cola, Kingfisher, etc. (Lee,
2015).Fashion must have value and purpose and should truly resonate
in the industry. Strong brands with consistent powerful messages
can create loyalty and a sense of worth that transcends the burden
of choice. It also nourishes industries with high research
requirements due to its present characteristics: Fast mutation of
its specificities Obsolescence of the product The understanding of
consumers desires, behaviour, and of purchase process of fashion
products is extremely important to design products collections as
well as to placement of these products in market.
3.2 Consumer Market3.2.1 about the ConsumerConsumer is an
individual whobuysproductsorservicesforpersonaluse and not for
manufacture orresale. A consumer is someone who
canmakethedecisionwhether or not to purchase an item at thestore,
and someone who can be influenced bymarketingand advertisements.
Any time someone goes to a store andpurchasesa toy, shirt,
beverage, or anything else, they aremakingthat decision as a
consumer. (Mawen, 2001)Consumersplay a vital role in theeconomic
systemof anation. Withoutconsumer demand,producerswould lack one of
the key motivations to produce:to sellto consumers. Theconsumeralso
forms part of thechain of distribution.For example: Atul might
purchase a cap for his son or Sonam might buy a skirt for herself.
In the above examples, both Atul and Sonam are consumers.
(Naureman, 2006)3.2.2 Consumer behaviour Consumer behaviour is the
study of how individual customers, groups or organizations select,
buy, use, and dispose ideas, goods, and services to satisfy their
needs and wants. It refers to the actions of the consumers in the
marketplace and the underlying motives for those actions. Marketers
expect that by understanding what causes the consumers to buy
particular goods and services, they will be able to determinewhich
products are needed in the marketplace, which are obsolete, and how
best to present the goods to the consumers. (Ehrenberg, 2005)The
study of consumer behaviour assumes that the consumers are actors
in the marketplace. The perspective of role theory assumes that
consumers play various roles in the marketplace. Starting from the
information provider, from the user to the payer and to the
disposer, consumers play these roles in the decision process. The
roles also vary in different consumption situations; for example, a
mother plays the role of an influence in a childs purchase process,
whereas she plays the role of a disposer for the products consumed
by the family.( Naureman, 2015)3.2.3 Consumer behaviour towards
Apparel Brands The Indian customer has undergone a remarkable
transformation. Just a decade or two ago, the Indian customer saved
most of his income, purchased the bare necessities and rarely
indulged himself. Today, armed with a higher income, credit cards,
exposure to the shopping culture of the west and a desire to
improve his standard of living, the Indian consumer is spending
like never before. Organized retail with its variety of products
and multitude of malls and supermarkets is fuelling their
addiction. Most customers preferences change according to the
change in fashion.(Sundarraj, 2015).A key challenge for apparel
retailer in India is to induce customer to purchase quickly, which
means sales promotion tactics are important, including end of
season sales, festival promotion and special events.There is an
increasing shift from price consideration to design and quality, as
there is a greater focus on looking and feeling good (apparel as
well as fitness). At the same time, the new Indian consumer is not
beguiled by retailed products which are high on price but
commensurately low on value or functionality. There is an easier
acceptance of luxury and an increased willingness to experiment
with mainstream fashion. This results in an increased tendency
towards disposability and casting out -from apparel to cars to
mobile phones to consumer durables. The self-employed segment of
the population has replaced the employed salaried segment as the
mainstream market. 40% of primary wage earners in the top 2-3
social classes in towns with a population of 1 million or more are
self employed professionals and businessmen. This has driven growth
in consumption of productivity goods, especially mobile phones and
two and four-wheelers. Finally, credit friendliness, drop in
interest rates and easy availability of finance have changed
mindsets. Capital expenditure (jewellery, homes, cars) has shifted
to becoming redefined as consumer revenue expenditure, in addition
to consumer durables and loan credit purchases.Some of the
interpretations of what a consumer preference is, are given below -
Elling (1984) explained consumer preference as that character of a
consumer which, when the product preferred by him was not available
with one dealer, made him to walk to other dealer for the same
product. The way consumer is fulfilled or unhappy about a product
after his purchase is called as customers preference. Once the
customer likes the product there are more chances of purchasing it
again. Domestic brands have also stepped into the market with
different variety of products according to the region and culture.
Brands are expanding their presence from urban market to rural
market to reach the consumers. In the past consumers were not
provided with comprehensive list of products and so there were no
special preferences. In todays context, there is wide range of
variety and brands for the consumer to choose and hence the
preferences of consumer have a wider importance. It was sellers
market during 1990s and now its buyers market. (Oliver, 1999).
3.3 Marketing Strategies
Promotional and marketing strategies are often first
brainstormed and written as part of an organization's marketing
plan. If your small business doesn't have a marketing plan, you
should seriously consider developing one. Most marketing plans
include the current or expected strategies you have for your
products, the price points of those products, how you intend to
distribute the products, and your advertising and marketing tools.
A marketing plan is also important for developing a promotional
strategy as it helps your business identify its target markets and
to set measurable goals. It is vital to the success of the
organization that you implement a marketing plan that aims for
growth and positive change in the bottom line.3.3.1 Understanding
your clients- Promotional and marketing strategies can also assist
your business in understanding and connecting with clients and
customers. If your marketing plan is loosely structured, you might
not have much success at targeting products to the "right"
demographics. Having a solid and well-thought-out marketing plan
can help you identify gaps in the marketplace and provide feasible
solutions for your clients. If you operate an ice cream business in
a neighbourhood where no other ice cream shops exist, it might be
easier to attract clients than in a town where there are other ice
cream options. In this case, understanding that your clients want
sprinkles and waffle cones might help you sell more ice cream and
keep your customers coming back for more.3.3.2 Developing financial
goals-Promotional and marketing strategies are also important for
guiding your business into the development of financial goals.
Financial goals are two-fold: They are related to your sales
targets and also to your expenses budget. Sales targets are
initially set as part of the marketing plan but might change over
time according to changing market conditions, increases in product
price, or increases or decreases in consumer demand. Monitoring
expenses is also part of financial goal development. If your
business tends to spend more than it brings in, you'll have a
serious problem maintaining long-term business viability. However,
if the business is able to closely monitor its outflows, only
spending what it absolutely needs to, you'll be better equipped to
increase the profit margins.3.3.3 Strategic planning-Another
important aspect of promotional and marketing strategies involves
strategic planning. Strategic planning is a concept that
encompasses marketing, promotion, sales, and financial goals and is
essentially about developing goals for your business. Having a
strategic plan for your business means that there is are plans in
place to deal with both expected and unexpected situations. If you
know that your mortgage will balloon by 5 percent next year, a
strategic plan will outline how you'll increase sales or decrease
expenses to meet this additional outflow. A strategic plan might
also include solutions to "what-if" scenarios. This means having a
plan B for months when profits are down or expenses are unusually
high. Sales and promotional strategies are important here because
they allow you to ramp up marketing and to increase the bottom line
without sacrificing efficiencies or service. (Naureman,2015)3.4
Promotion Mix:
It refers to all the decisions related to promotion of sales of
products and services. The important decisions of promotion mix are
selecting advertising media, selecting promotional techniques,
using publicity measures and public relations etc.(Kotler,
2003)There are various tools and elements available for promotion.
These are adopted by firms to carry on its promotional activities.
The marketer generally chooses a combination of these promotional
tools. Following are the tools or elements of promotion. They are
also called elements of promotion mix:3.4.1
Advertising:Advertisement can be defined as the paid form of
non-personal presentation and promotion of idea, goods or services
by an identified sponsor.It is an impersonal presentation where a
standard or common message regarding the merits, price and
availability of product or service is given by the producer or
marketer. The advertisement builds pull effect as advertising tries
to pull the product by directly appealing to customer to buy
it.3.4.2 Sales Promotion:Sales promotion refers to short term use
of incentives or other promotional activities that stimulate the
customer to buy the product. Sales promotion techniques are very
useful because they bring:(a) Short and immediate effect on
sale.(b) Stock clearance is possible with sales promotion.(c) Sales
promotion techniques induce customers as well as distribution
channels.(d) Sales promotion techniques help to win over the
competitor.3.4.3 Personal Selling:Personal selling means selling
personally. This involves face to face interaction between seller
and buyer for the purpose of sale.The personal selling does not
mean getting the prospects to desire what seller wants but the
concept of personal selling is also based on customer
satisfaction.3.4.4 Public Relations:Apart from four major elements
of marketing mix, another important tool of marketing is
maintaining Public Relations. In simple words, public relations
means maintaining public relations with public. By maintaining
public relations, companies create goodwill.Public relations
evaluate public attitudes; identify the policies and procedures of
an organisation with the public interest to earn public
understanding and acceptance.Public does not mean only customers,
but it includes shareholders, suppliers, intermediaries, customers
etc. The firms success and achievement depends upon the support of
these parties for example, firm needs active support of middle men
to survive in market, it must have good relations with existing
shareholders who provide capital. The consumers group is the most
important part of public as success of business depends upon the
support and demand of customers only.3.5 Techniques of Promotional
Strategies
Independent and small retail stores go through periods when
daily sales receipts are down. To increase sales, attract new
customers, and retain current customers, many retail stores
implement various sales promotion techniques. While most business
owners would love to sell products at full price all of the time,
sales promotions have proven effective at increasing the overall
bottom line in many retail stores.
An effective technique to increasing sales is to offer certain
products at a steep discount, which are called loss leaders. The
importance of loss leaders is the ability to draw new customers
into your store. Most customers not only buy products that are
steeply discounted, but also other products that are selling for
regular price. Loss leaders are effective for selling overstocked
items, increasing traffic into your store and building brand
awareness.
Another sales promotion technique is to offer point-of-purchase
items. These items are placed on the counter near the cash
register. Many retail stores place items, such as jewelry and
makeup, near the register. Customers often buy point-of-purchase
items on an impulse. Many retail owners believe that point-of-sale
products result in an increase in revenue.
Repeat customers are essential to the success of a retail
business. One method to encourage customers to return is through
reward programs made available to loyal customers. A more recent
phenomenon is offering coupons to customers who Like the stores
Facebook page. This not only leads to customers coming to your
store to use the coupon, but also allows you to send messages to
your customers through Facebook to keep them informed on new items
& sales. Another option is to send a coupon or sale
notification to all of its past customers that are on the stores
email list. The incentives work well to build loyalty and repeat
sales because customers have a previous history of shopping at the
store are likely shop there again.
Offering free samples is a promotion method retail stores use to
entice reluctant shoppers to make purchases. A free item offered in
a promotion should be a low-cost, high-value item. A sample of a
new perfume may be a good product to give away for some retail
stores. It is important to strategically plan a free sample
promotion. Some customers will purchase other items, while others
will take the free sample and leave. If not executed in the proper
manner, a free sample promotion campaign can cause your store to
lose money.(Lange, 2005)3.6 Advertising and its effect
3.6.1 Advertising and Brand AwarenessNow it is very well known
that since Brands are coming in by dozens, all one needs is the
confidence to deliver, to just make it happen- by none other than
advertising which forms a vast superstructure with an autonomous
existence and an immense influence. Today there is general
agreement that advertising objectives can be set around four broad
themes:- The behavioral constructs generating trial purchases and
store visit. Change in attitude and its measurement Positioning of
the product and brand building. Creating awareness of new products
and brands.Advertising is one of the most important cultural sign
systems that reflect and mould our lives. It is an inevitable part
of anyones life. Even if one does not read the newspaper or watches
television it is impossible to escape the advertising images that
pervade our surroundings, via hoardings, wall paintings, pop
material or even the radio, cutting across all media but limited to
none. It is true that Brand Awareness is one of the prime
objectives of Advertising in the modern world. Advertising is the
communication link between the seller and the buyer. It does not
simply provide information about the products and services but is
an active attempt to influencing people to action byan over appeal
to reason or emotion. In other words, advertising does not end with
the flow of information from the seller to the buyer; it goes
further to influence and persuades people to action or belief.
Advertising, being an integral part of promotion mix, is a part of
the total marketing mix and it influences the sale of the products
as do the other variables of the mix. Together with the product or
brand, price, channel or distribution outlet and personal selling
it attempts to achieve the marketing objectives. (Til, 2005)3.6.2
Advertising and Consumer Behaviour:-Relationship consumer behaviour
is influenced by various factors, ranging from personal motivation,
needs attitude and values, personality characteristics,
socio-economic and cultural background, age, sex, professional
status to social influence of various kinds exerted by family,
friends colleagues and society as a whole. Each person has hi /her
own standards of judgments and distinct behaviour in every aspects
of his/her role as a consumer. But, at the same time, underlying
the individual differences there are similarities which make it
possible to explain behaviour of specific types or groups of
people. A careful study of consumer behaviour provides the
advertiser with deeper insight of his target segments, which in
turn proves to be very valuable in strategic advertising decisions,
especially in defining the target markets and creating the
advertising appeal and message. (Naureman, 2015)3.6.3 How does
Advertising affect consumers?Advertising, along with a number of
other factors like price, distribution, sales force, packaging,
product features, competitive actions and changing buyer needs and
tasters influence sales isolating the effects of advertising is
extremely difficult. Advertising might attract buyers who will be
loyal customers for many years to come or might start the
development of positive attitudes or brand equity that will
culminate in purchase much later. Advertising influences consumer
and his decision making in a number of ways. It not only educated
him about his problems or needs, provides required information and
assists him in comparing the various alternatives and arriving at
final decision. As it is a cyclical process, it also has impact
over the post purchase behavior of the consumer. Often, the
consumers are either not aware of their needs or are confused about
their problems. To them, advertising provides clues; therefore
advertising provides the consumer motives to purchase the
advertised product. (Lange, 2005)As in the present scenario the
strategy is to keep on changing or improving the product. As in the
present scenario the strategy is to keep on changing or improving
the product or its features, it becomes imperative top inform the
consumers about the minor innovations and the way it can solve
their problems the problems which the consumers feel and is at the
surface or the problems which had not captured the attention of the
consumers. Advertising also provides the necessary support after
the consumer has made the purchase. If the consumers experience
dissonance or discomforts Moving to their purchase decision, then
advertisement reduce this feeling of discomfort by providing
information on the products attributes. It is even more necessary
to neutralize the impact of the advertisements of rival brands.
Keeping the above facts in view an attempt has been made to find
out whether advertising has an impact on brand awareness and
preference on mens garment in the study area of Navi Mumbai, has
also experienced the sift in mens shopping pattern and methodology
used as the city wittiness significant economic, demographic,
social cultural development. People of this city are customizing
themselves to the fashion revolution and men are a major
contributing factor and greatly affected by the same as well. New
avenues are reshaping and redirecting the general
marketing/shopping culture prevalent. Navi Mumbai is the world's
largest planned city. 3.7 Knowledge GapPromotion is a very
important aspect to maintain a brands position in the marketing
sector. It helps the brand to connect with people. Without business
promotion companies will have no substantial growth and low
visibility in the market. This is what lacks in Kazo. This affects
their sales as it fails to connect with people.
4. Research Methodology4.1 Research ObjectiveTo analyze the
effect of promotional strategies of Kazo on the consumers.4.2
Research DesignThe design of the research conducted is Causal in
nature since the study includes cause and effect relationship
between Consumer behaviour and promotion strategy of Kazo. Causal
research Design finds the relationship between two variables. As
the effect of promotion strategy on customers is being analyzed,
the research objective itself shows that it is Causal Research
design. 4.3 Data collection methodThe data has been collected with
the help of Primary and Secondary Data to execute the result.4.4
Data Collection ToolThe data has been collected with the help of
following data sources-Primary Data Sources- Interviews,
QuestionnairesSecondary Data Sources- E-books, Websites,
Journals4.5 Sample Design4.5.1 Sampling FrameThe research is
conducted on Fashion Conscious Women as the research is based on a
fashion brand.4.5.2 Sampling UnitThe research is conducted on
Fashion Conscious Women in Delhi as Delhi is the most accessible
area.4.5.3 Sample SizeThe data has been collected from 100
respondents.4.5.4 Method of samplingThe research is conducted
through judgmental non probability sample because respondents have
been handpicked from the population based on their awareness about
the brand Kazo.4.5.5 SampleThe research is conducted on Women in
Delhi falling under the age group of 18 to 30 years of age.4.6 Data
Analysis ToolsThe data has been analyzed with the help of
statistical tools like Annova and chi square. The data analysis has
been performed with the help of the software- Statistical Package
for Social Sciences (SPSS).5. Data Analysis and Findings5.1 Gender
of the respondents Vs the brand aspects:-
(Annova test applied)
It was interpreted that-
1. Most of the females prefer the fabric of Kazo products
more.
2. Most of the females prefer for the designs of Kazo more.
3. Most of the females prefer for the variety of Kazo products
more.
4. Most of the females prefer for the display of Kazo products
more.
5. Most of the females are satisfied with the prices that Kazo
offers.
6. Most of the males prefer for the music played in Kazo
stores.
7. Most of the females are satisfied with the staff
etiquettes.
8. Most of the females are satisfied with the visual
merchandising of the brand Kazo.
Since the results for all the above observations were more than
0.05, the hypothesis is rejected.
This might be because most of the respondents were not true
while filling up the questionnaires.
5.2. Age of the respondents Vs the Brand aspects:-
It was interpreted that-
1. Most of the respondents falling in the age group of 18-21
years prefer the fabric of Kazo products more.
2. Most of the respondents falling in the age group of 26-29
years prefer the designs of Kazo products more.
3. Most of the respondents falling in the age group of 26-29
years prefer the variety of Kazo products more.
4. Most of the respondents falling in the age group of 22-25
years prefer the display of Kazo products more.
5. Most of the respondents falling in the age group of 26-29
years are satisfied with the prices that Kazo offers.
6. Most of the respondents falling in the age group of 18-21
years prefer the music played in Kazo stores.
7. Most of the respondents falling in the age group of 22-25
years are satisfied with the staff etiquettes in Kazo stores.
8. Most of the respondents falling in the age group of 26-29
years are satisfied with the visual merchandising of the brand.
Since the results for all the above observations were more than
0.05, the hypothesis is rejected.
This might be because most of the respondents were not true
while filling up the questionnaires.
5.3. Marital status Vs the brand aspects:-
It was interpreted that-
1. Most of the respondents who are single prefer the fabric of
Kazo products more.
2. Most of the respondents who are neither single nor married
(hence others) prefer the designs of Kazo products more.
3. Most of the respondents who are married are satisfied with
the variety that
Kazo provides.
4. Most of the respondents who are single prefer the display of
Kazo products.
5. Most of the respondents who are married prefer the prices
offered by Kazo.
6. Most of the respondents who are single prefer the music
played in Kazo stores.
7. Most of the respondents who are neither single nor married
(hence others) prefer the staff etiquettes of Kazo.
8. Most of the respondents who are single prefer the visual
merchandising of Kazo stores.
Since the results for all the above observations were more than
0.05, the hypothesis is rejected.
This might be because most of the respondents were not true
while filling up the questionnaires.
5.4. Education level of the respondents Vs brand aspects:-
It was interpreted that-
1. Most of the respondents who are graduates prefer the fabric
of the brand Kazo more.
2. Most of the respondents who are graduates prefer the designs
of the brand Kazo more.
3. Most of the respondents who have others as their education
level prefer the variety that Kazo provides more.
4. Most of the respondents who are graduates prefer the display
of Kazo products more.
Since the result for this observation was less than 0.05, it is
accepted.
5. Most of the respondents who are graduates are satisfied with
the prices offered by the brand Kazo.
6. Most of the respondents who are undergraduates prefer the
music played in the stores of Kazo.
7. Most of the respondents who have others as their education
level are satisfied with the staff etiquettes that Kazo
provides.
8. Most of the respondents who have others as their education
level are satisfied with the visual merchandising that Kazo
has.
Since the results for all the above observations were more than
0.05, the hypothesis is rejected.(except for No.4)
This might be because most of the respondents were not true
while filling up the questionnaires.
5.5. Occupation of the respondents Vs the Brand aspects:-
It was interpreted that-
1. Most of the respondents who fall in the category others
prefer the fabric of Kazo products more.
2. Most of the respondents who fall in the category others
prefer the
designs of Kazo products more
3. Most of the respondents who were businessmen, designers and
self employed prefer the variety that the brand provides.
4. Most of the respondents who fall in the category others
prefer the display of Kazo products more.
5. Most of the respondents who fall in the category others
prefer the price of Kazo products more.
6. Most of the respondents who fall in the category others
prefer the music
played in Kazo stores.
7. Most of the respondents who fall in the category others
prefer the staff Etiquettes in Kazo stores.
8. Most of the respondents who fall in the category others
prefer the visual merchandising of Kazo stores.
Since the results for all the above observations were more than
0.05, the hypothesis is rejected.
This might be because most of the respondents were not true
while filling up the questionnaires.
5.6. Income of the respondents Vs the brand aspects:-
It was interpreted that:-
1. Most of the respondents who have monthly disposable income of
Rs.25000-35000 prefer the fabric of Kazp products more.
2. Most of the respondents who have monthly disposable income of
Rs 5000 or below and who have a monthly disposable income of
Rs.35000-45000 prefer the designs of Kazo products more.
3. Most of the respondents who have monthly disposable income of
Rs.5000 or below prefer the variety that Kazo provides.
4. Most of the respondents who have monthly disposable income of
Rs.35000-45000 prefer the display of Kazo products more.
5. Most of the respondents who have monthly disposable income of
Rs.35000-45000 are satisfied with the prices that Kazo offers.
6. Most of the respondents who have monthly disposable income of
Rs.35000-45000 prefer the music played in Kazo stores.
7. Most of the respondents who have monthly disposable income of
Rs.5000 or below are satisfied with the staff etiquettes in Kazo
stores.
8. Most of the respondents who have monthly disposable income of
Rs.5000 or below are satisfied with the visual merchandising of
Kazo stores.
Since the results for all the above observations were more than
0.05, the hypothesis is rejected.
This might be because most of the respondents were not true
while filling up the questionnaires
CROSSTABS (Chi Square test applied) [Within the promotional
activity
Kazo should implement]
5.7. Gender of the respondents Vs Promotional activity Kazo
should implement.
It was interpreted that-
According to most of the male respondents, Point based
Purchase-Discounts is a better promotional activity that Kazo
should implement.
WHILE, according to most of the female respondents, Exclusive
membership-Fashion shows/Club nights/Kazo nights is a better
promotional activity that Kazo should implement.
The above analysis is rejected. This might be because most of
the
Respondents were not true while filling up the
questionnaires.
5.8. Age of the respondents Vs Promotional activity Kazo should
implement
It was interpreted that-
According to most of the respondents who fall in the age group
of 18-21 years, Exclusive membership-Fashion shows/Club nights/Kazo
nights is a better promotional activity that Kazo should
implement.
According to most of the respondents who fall in the age group
of 22-25 years, Point based purchase-discounts is a better
promotional activity that Kazo should implement.
According to most of the respondents who fall in the age group
of 26-29 years, Exclusive membership-Fashion shows/Club nights/Kazo
nights is a better promotional activity that Kazo should
implement.
According to most of the respondents who fall in the age group
30 years and above, Newsletter- Fashion updates/store
updates/fashion tips is a better promotional activity that Kazo
should implement.
The above analysis is rejected. This might be because most of
the respondents were not true while filling up the
questionnaires.
5.9. Marital status of the respondents Vs Promotional activity
Kazo should implement
It was interpreted that-
According to most of the respondents who are single, Point based
purchase-discounts is a better promotional activity that Kazo
should implement.
According to most of the respondents who are married, Exclusive
membership-Fashion shows/Club nights/Kazo nights is a better
promotional activity that Kazo should implement.
According to most of the respondents who have opt others as
their marital status, Newsletter- Fashion updates/store
updates/fashion tips is a better promotional activity that Kazo
should implement
The above analysis is rejected. This might be because most of
the respondents were not true while filling up the
questionnaires.
5.10. Education level of the respondents Vs Promotional activity
that Kazo should implement
It was interpreted that-
According to most of the respondents who are Undergraduates,
Exclusive membership-Fashion shows/Club nights/Kazo nights is a
better promotional activity that Kazo should implement.
According to most of the respondents who are Postgraduates,
Newsletter- Fashion updates/store updates/fashion tips is a better
promotional activity that Kazo should implement
According to most of the respondents who are Graduates,
Newsletter- Fashion updates/store updates/fashion tips is a better
promotional activity that Kazo should implement.
The above analysis is rejected. This might be because most of
the respondents were not true while filling up the
questionnaires.
5.11. Profession of the respondents Vs Promotional activity that
Kazo should implement
It was interpreted that-
According to most of the respondents who are Businessmen,
Newsletter- Fashion updates/store updates/fashion tips is a better
promotional activity that Kazo should implement.
According to most of the respondents who are students, Point
based purchase-discounts is a better promotional activity that Kazo
should implement.
According to most of the respondents who are Designers,
Exclusive membership-Fashion shows/Club nights/Kazo nights is a
better promotional activity that Kazo should implement.
According to most of the respondents who are Self-Employed,
Newsletter- Fashion updates/store updates/fashion tips is a better
promotional activity that Kazo should implement.
According to most of the respondents who have opt others as
their profession, Point based purchase-discounts is a better
promotional activity that Kazo should implement.
The above analysis is rejected. This might be because most of
the respondents were not true while filling up the
questionnaires.
5.12. Monthly Disposable Income Vs Promotional activity that
Kazo should implement
It was interpreted that-
According to most of the respondents who have monthly disposable
income of Rs5000 or below, Newsletter- Fashion updates/store
According to most of the respondents who have monthly disposable
updates/fashion tips is a better promotional activity that Kazo
should implement.
According to most of the respondents who have monthly disposable
income of Rs5000-15000, Point based purchase-discounts is a better
promotional activity that Kazo should implement.
According to most of the respondents who have monthly disposable
income of Rs15000-25000, Point based purchase-discounts is a better
promotional activity that Kazo should implement .
According to most of the respondents who have monthly disposable
income of Rs25000-35000, Newsletter- Fashion updates/store
updates/fashion tips is a better promotional activity that Kazo
should implement.
According to most of the respondents who have monthly disposable
income of Rs35000-45000, Newsletter- Fashion updates/store
updates/fashion tips is a better promotional activity that Kazo
should implement.
According to most of the respondents whose monthly disposable
income of Rs45000 or above, Exclusive membership-Fashion shows/Club
nights/Kazo nights is a better promotional activity that Kazo
should implement.
The above analysis is rejected. This might be because most of
the respondents were not true while filling up the
questionnaires.
6. Conclusion Kazo needs to improve their display of products
and focus more on visual merchandising. The most preferred medium
of promotion i.e magazine, newspaper and radio ads are missing.
Customers should be given a chance to become Exclusive member of
the brand. Fashion shows and Kazo nights should be held in order to
attract a large number of customers. 7. Recommendation KAZO needs
to invest on several ATL for branding & BTL activities to
target its potential customers. As the target market of Kazo is
between the age group of 18 to 30 years of age, Kazo should
implement its promotions in Coffee shops, Movie Theatres, Colleges,
inside Malls. Monthly visits make up the maximum part of footfalls
to the store, which eventually needs to be converted to either
fortnightly or weekly visit. Frequent addition of new designs and
information about it through sales staff, online blogs or SMSs
should motivate customers to come back to stores more frequently.
Nearly 50% of the customers were okay with the display of window,
but almost a quarter of customers felt the need for improvement. A
few of the customers specially mentioned the need for frequent
change of design on mannequin as that gives an idea of the
collection inside. Loyalty Programs can be used as an effective
tool to retain customers and make them purchase more often. As the
majority of customers are young, a good amount of respondents were
also interested in membership or invites for events like Fashion
Shows and KAZO nights. Once in a while even this option can be used
to increase brand loyalty.
8. Reference Ehrenberg, A. et al (2006)When communication
challenges brand associations: a framework for understanding
consumer responses to brand image incongruity, Journal of Consumer
Behaviour, 5(1), 32-42. Kotler, P. (2003). Marketing Management
(11th ed.). New Jersey: Prentice Hall. Lange, Fredrik, Sjdin,
Henrik, and Trn, Fredrik (2005), Effects of Ad-Brand Incongruency,
Journal of Current Issues and Research in Advertising, 27(2), 1-12.
Lee,T.S Leung C.S and Zhang Z.M Fashion Brand Image Marketing:
Brand Image and Brand Personality[Online] Available from:
file:///C:/Users/ILFS12/Downloads/paper.pdf [Assessed: February
17,2015] Mowen, J. C., & Minor, M. (2001). Consumer behavior: A
framework (2nd ed.). Upper Saddle River, New Jersey: Prentice-Hall.
Naureman,N Academia.edu.Consumer behaviour and marketing
strategies[Online]9 Available from:
https://www.academia.edu/6078770/CONSUMER_BEHAVIOR_and_MARKETING_STRATEGY_CONSUMER_BEHAVIOR_and_MARKETING_STRATEGY
[Assessed: February 18, 2015] Oliver, Richard L. (1999). Whence
Consumer Loyalty? Journal of Marketing, 63, 33-44. Sundarraj,K.
Baba.hb. An investigation on consumer behavior and preferences
towards apparel, purchase by Indian consumers [Online] Available
from: http://bada.hb.se/bitstream/2320/9248/1/2011.9.7.pdf
[Assessed: February 18, 2015] Till, Brian D. and Daniel W. Baack
(2005),Recall and Persuasion: Does Creative Advertising Matter?,
Journal of Advertising, Vol. 34 No. 3, 47-58.9. Bibliography
http://www.mydigitalfc.com/my-brand/kazo-add-oomph-apparel-market
http://www.vccircle.com/news/consumer/2014/05/28/women%E2%80%99s-apparel-brand-kazo-eyes-17m-private-funding
http://www.kazo.com/aboutus/
http://www.thehindubusinessline.com/news/breaking-trends-indian-women-now-prefer-western-wear/article5966666.ece
http://www.vintage-obsession.com/diwali-shopping-kazo-bangalore/
http://www.fashionunited.in/news/fashion/kazo-has-eight-store-launches-in-the-pipeline-260320135168
http://bada.hb.se/bitstream/2320/9248/1/2011.9.7.pdf
https://www.academia.edu/6078770/CONSUMER_BEHAVIOR_and_MARKETING_STRATEGY_CONSUMER_BEHAVIOR_and_MARKETING_STRATEGY
file:///C:/Users/ILFS12/Downloads/paper.pdf
AnnexureQuestionnaireWe are students of pearl academy conducting
a survey on the Brand Kazo to understand its customer profile.
Q.1 Gender Female MaleQ2. Age 18-21 years 22-25 years 26-29
years 30 years and above Q3. Marital status Single Married
OthersQ4. Education Undergraduate Postgraduate Graduate Q5.
Profession Business Student Designer Self-Employed Others Q6.
Disposable Monthly Income Below Rs. 5,000 RS. 5000-Rs 15,000 Rs.
15,000-Rs. 25,000 Rs. 25,000-Rs. 35,000 Rs. 35,000- Rs. 45,000
Above Rs. 45,000
Q7. Choose 3 words that best define your lifestyle- Modest
Fashionable Independent Trendy Urban Conservative TraditionalQ8.
How did you come to know about KAZO? Magazine ad Newspaper ad Word
of Mouth Radio Browsing through the mall Promotions Q9. How many
times do you visit KAZO? Every month Twice in a month Every 10 days
Every week Q10. Which are the other brands you are most likely to
visit while shopping? (You can choose more than one option) Zara
Mango Promod Sisley Espirit Others_________________________
Q11.When you think of KAZO, first thing that comes to your mind is-
Evening Wear Party Wear Casual Wear Accessories
Others________________________________
Q12. How much would you rank the following aspects of
Kazo?54321
Fabric
Design
Variety of designs
Display of products
Price Range
Music
Staff Etiquettes
Visual Merchandising
Q13. Which Promotional Activity attracts you the most?
Television Ads Malls Radio Ads Magazines Newspapers Ads Theatres
Ads Others ____________________________Q14. Where all have you seen
Kazos promotions? Television Ads Malls Radio Ads Magazines
Newspapers Ads Theatres Ads Others ____________________________Q15.
Which of the following promotional activity do you want Kazo to
implement? Point Based Purchase Discounts Newsletter- Fashion
Updates/ Store Updates/ Style Tips Exclusive Membership- Fashion
Shows/ Club Invites/ KAZO Nights
Others____________________________
THANK YOU FOR YOUR TIME AND FEEDBACK
GET FILE='C:\Users\HEWLETT PACKARD\Desktop\stats
work.sav'.DATASET NAME DataSet1 WINDOW=FRONT.DATASET ACTIVATE
DataSet1.SAVE OUTFILE='C:\Users\HEWLETT PACKARD\Desktop\stats
work.sav' /COMPRESSED.
SAVE OUTFILE='C:\Users\HEWLETT PACKARD\Desktop\stats work.sav'
/COMPRESSED.ONEWAY Fabric Design Variety Display Price Music
S.Ettiquetes V.Merchaniding BY gender /STATISTICS DESCRIPTIVES
/MISSING ANALYSIS.
Oneway
Notes
Output Created09-APR-2015 10:04:28
Comments
InputDataC:\Users\HEWLETT PACKARD\Desktop\stats work.sav
Active DatasetDataSet1
Filter
Weight
Split File
N of Rows in Working Data File100
Missing Value HandlingDefinition of MissingUser-defined missing
values are treated as missing.
Cases UsedStatistics for each analysis are based on cases with
no missing data for any variable in the analysis.
SyntaxONEWAY Fabric Design Variety Display Price Music
S.Ettiquetes V.Merchaniding BY gender /STATISTICS DESCRIPTIVES
/MISSING ANALYSIS.
ResourcesProcessor Time00:00:00.05
Elapsed Time00:00:00.06
[DataSet1] C:\Users\HEWLETT PACKARD\Desktop\stats work.sav
Descriptives
NMeanStd. DeviationStd. Error95% Confidence Interval for
MeanMinimumMaximum
Lower BoundUpper Bound
Fabricmale803.8375.97362.108853.62084.05421.005.00
female203.7000.65695.146903.39254.00753.005.00
Total1003.8100.91778.091783.62793.99211.005.00
Designmale803.7250.81092.090663.54453.90551.005.00
female203.4500.82558.184603.06363.83642.005.00
Total1003.6700.81718.081723.50793.83211.005.00
Varietymale803.3875.90699.101403.18573.58931.005.00
female203.3000.86450.193312.89543.70462.005.00
Total1003.3700.89505.089503.19243.54761.005.00
Displaymale803.4500.92641.103583.24383.65621.005.00
female203.0000.85840.191942.59833.40171.004.00
Total1003.3600.92682.092683.17613.54391.005.00
Pricemale803.0750.95168.106402.86323.28681.005.00
female202.9500.75915.169752.59473.30532.004.00
Total1003.0500.91425.091432.86863.23141.005.00
Musicmale802.73751.06431.118992.50062.97441.005.00
female202.9000.96791.216432.44703.35301.005.00
Total1002.77001.04306.104312.56302.97701.005.00
S.Ettiquetesmale803.03751.04873.117252.80413.27091.005.00
female203.00001.29777.290192.39263.60741.005.00
Total1003.03001.09595.109602.81253.24751.005.00
V.Merchanidingmale803.2000.99873.111662.97773.42231.005.00
female203.10001.07115.239522.59873.60131.005.00
Total1003.18001.00885.100882.97983.38021.005.00
ANOVA
Sum of SquaresdfMean SquareFSig.
FabricBetween Groups.3021.302.357.552
Within Groups83.08898.848
Total83.39099
DesignBetween Groups1.21011.2101.827.180
Within Groups64.90098.662
Total66.11099
VarietyBetween Groups.1231.123.152.698
Within Groups79.18898.808
Total79.31099
DisplayBetween Groups3.24013.2403.882.052
Within Groups81.80098.835
Total85.04099
PriceBetween Groups.2501.250.297.587
Within Groups82.50098.842
Total82.75099
MusicBetween Groups.4231.423.386.536
Within Groups107.288981.095
Total107.71099
S.EttiquetesBetween Groups.0231.023.019.892
Within Groups118.887981.213
Total118.91099
V.MerchanidingBetween Groups.1601.160.156.694
Within Groups100.600981.027
Total100.76099
ONEWAY Fabric Design Variety Display Price Music S.Ettiquetes
V.Merchaniding BY Age /STATISTICS DESCRIPTIVES /MISSING
ANALYSIS
Oneway
Notes
Output Created09-APR-2015 10:04:52
Comments
InputDataC:\Users\HEWLETT PACKARD\Desktop\stats work.sav
Active DatasetDataSet1
Filter
Weight
Split File
N of Rows in Working Data File100
Missing Value HandlingDefinition of MissingUser-defined missing
values are treated as missing.
Cases UsedStatistics for each analysis are based on cases with
no missing data for any variable in the analysis.
SyntaxONEWAY Fabric Design Variety Display Price Music
S.Ettiquetes V.Merchaniding BY Age /STATISTICS DESCRIPTIVES
/MISSING ANALYSIS.
ResourcesProcessor Time00:00:00.03
Elapsed Time00:00:00.05
[DataSet1] C:\Users\HEWLETT PACKARD\Desktop\stats work.sav
Descriptives
NMeanStd. DeviationStd. Error95% Confidence Interval for
MeanMinimumMaximum
Lower BoundUpper Bound
Fabric18-21 years543.9074.73378.099853.70714.10772.005.00
22-25 years213.71431.00712.219773.25594.17271.005.00
26-29 years163.68751.13835.284593.08094.29411.005.00
30 years and above93.66671.32288.440962.64984.68351.005.00
Total1003.8100.91778.091783.62793.99211.005.00
Design18-21 years543.5370.79415.108073.32033.75382.005.00
22-25 years213.8095.67964.148313.50024.11892.005.00
26-29 years163.9375.77190.192983.52624.34882.005.00
30 years and above93.66671.22474.408252.72524.60811.005.00
Total1003.6700.81718.081723.50793.83211.005.00
Variety18-21 years543.2593.87276.118773.02103.49751.005.00
22-25 years213.4762.67964.148313.16683.78562.005.00
26-29 years163.62501.14746.286873.01364.23642.005.00
30 years and above93.33331.00000.333332.56474.10201.004.00
Total1003.3700.89505.089503.19243.54761.005.00
Display18-21 years543.1852.91268.124202.93613.43432.005.00
22-25 years213.7619.76842.167683.41214.11172.005.00
26-29 years163.5625.81394.203493.12883.99622.005.00
30 years and above93.11111.26930.423102.13544.08681.004.00
Total1003.3600.92682.092683.17613.54391.005.00
Price18-21 years543.0741.84344.114782.84393.30431.005.00
22-25 years213.04761.02353.223352.58173.51352.005.00
26-29 years163.2500.93095.232742.75393.74612.005.00
30 years and above92.55561.01379.337931.77633.33481.004.00
Total1003.0500.91425.091432.86863.23141.005.00
Music18-21 years542.92591.06136.144432.63623.21561.005.00
22-25 years212.71431.05560.230352.23383.19481.004.00
26-29 years162.62501.02470.256172.07903.17101.005.00
30 years and above92.2222.83333.277781.58172.86281.003.00
Total1002.77001.04306.104312.56302.97701.005.00
S.Ettiquetes18-21
years542.98151.03688.141102.69853.26451.005.00
22-25 years213.19051.16701.254662.65933.72171.005.00
26-29 years162.93751.12361.280902.33883.53621.005.00
30 years and above93.11111.36423.454742.06254.15971.005.00
Total1003.03001.09595.109602.81253.24751.005.00
V.Merchaniding18-21
years543.16671.00471.136722.89243.44091.005.00
22-25 years213.3333.91287.199202.91783.74892.005.00
26-29 years163.3750.88506.221272.90343.84661.005.00
30 years and above92.55561.33333.444441.53073.58041.004.00
Total1003.18001.00885.100882.97983.38021.005.00
ANOVA
Sum of SquaresdfMean SquareFSig.
FabricBetween Groups1.1303.377.439.725
Within Groups82.26096.857
Total83.39099
DesignBetween Groups2.5083.8361.262.292
Within Groups63.60296.663
Total66.11099
VarietyBetween Groups1.9523.651.807.493
Within Groups77.35896.806
Total79.31099
DisplayBetween Groups6.25632.0852.541.061
Within Groups78.78496.821
Total85.04099
PriceBetween Groups2.8723.9571.150.333
Within Groups79.87896.832
Total82.75099
MusicBetween Groups4.41531.4721.368.257
Within Groups103.295961.076
Total107.71099
S.EttiquetesBetween Groups.8643.288.234.872
Within Groups118.046961.230
Total118.91099
V.MerchanidingBetween Groups4.62131.5401.538.210
Within Groups96.139961.001
Total100.76099
ONEWAY Fabric Design Variety Display Price Music S.Ettiquetes
V.Merchaniding BY Relationship /STATISTICS DESCRIPTIVES /MISSING
ANALYSIS.
Oneway
Notes
Output Created09-APR-2015 10:05:46
Comments
InputDataC:\Users\HEWLETT PACKARD\Desktop\stats work.sav
Active DatasetDataSet1
Filter
Weight
Split File
N of Rows in Working Data File100
Missing Value HandlingDefinition of MissingUser-defined missing
values are treated as missing.
Cases UsedStatistics for each analysis are based on cases with
no missing data for any variable in the analysis.
SyntaxONEWAY Fabric Design Variety Display Price Music
S.Ettiquetes V.Merchaniding BY Relationship /STATISTICS
DESCRIPTIVES /MISSING ANALYSIS.
ResourcesProcessor Time00:00:00.02
Elapsed Time00:00:00.02
[DataSet1] C:\Users\HEWLETT PACKARD\Desktop\stats work.sav
Descriptives
NMeanStd. DeviationStd. Error95% Confidence Interval for
MeanMinimumMaximum
Lower BoundUpper Bound
Fabricsingle653.8308.83981.104173.62274.03891.005.00
Married193.73681.28418.294613.11794.35581.005.00
others163.8125.75000.187503.41294.21213.005.00
Total1003.8100.91778.091783.62793.99211.005.00
Designsingle653.6308.80174.099443.43213.82942.005.00
Married193.68421.00292.230093.20084.16761.005.00
others163.8125.65511.163783.46344.16163.005.00
Total1003.6700.81718.081723.50793.83211.005.00
Varietysingle653.3692.83981.104173.16113.57731.005.00
Married193.52631.12390.257842.98464.06801.005.00
others163.1875.83417.208542.74303.63201.004.00
Total1003.3700.89505.089503.19243.54761.005.00
Displaysingle653.4154.88198.109403.19683.63392.005.00
Married193.21051.08418.248732.68803.73311.005.00
others163.3125.94648.236622.80823.81682.005.00
Total1003.3600.92682.092683.17613.54391.005.00
Pricesingle653.0308.84722.105092.82083.24071.005.00
Married193.15791.11869.256642.61873.69711.005.00
others163.0000.96609.241522.48523.51482.005.00
Total1003.0500.91425.091432.86863.23141.005.00
Musicsingle652.86151.07350.133152.59553.12751.005.00
Married192.47371.07333.246241.95642.99101.005.00
others162.7500.85635.214092.29373.20631.004.00
Total1002.77001.04306.104312.56302.97701.005.00
S.Ettiquetessingle652.96921.04537.129662.71023.22831.005.00
Married193.10531.24252.285052.50643.70411.005.00
others163.18751.16726.291822.56553.80951.005.00
Total1003.03001.09595.109602.81253.24751.005.00
V.Merchanidingsingle653.2615.95651.118643.02453.49851.005.00
Married193.10531.28646.295132.48523.72531.005.00
others162.9375.85391.213482.48253.39251.004.00
Total1003.18001.00885.100882.97983.38021.005.00
ANOVA
Sum of SquaresdfMean SquareFSig.
FabricBetween Groups.1302.065.076.927
Within Groups83.26097.858
Total83.39099
DesignBetween Groups.4292.214.317.729
Within Groups65.68197.677
Total66.11099
VarietyBetween Groups.9972.499.618.541
Within Groups78.31397.807
Total79.31099
DisplayBetween Groups.6602.330.379.685
Within Groups84.38097.870
Total85.04099
PriceBetween Groups.2852.143.168.846
Within Groups82.46597.850
Total82.75099
MusicBetween Groups2.21921.1101.020.364
Within Groups105.491971.088
Total107.71099
S.EttiquetesBetween Groups.7452.372.306.737
Within Groups118.165971.218
Total118.91099
V.MerchanidingBetween Groups1.4792.740.723.488
Within Groups99.281971.024
Total100.76099
ONEWAY Fabric Design Variety Display Price Music S.Ettiquetes
V.Merchaniding BY Education /STATISTICS DESCRIPTIVES /MISSING
ANALYSIS.
Oneway
Notes
Output Created09-APR-2015 10:06:21
Comments
InputDataC:\Users\HEWLETT PACKARD\Desktop\stats work.sav
Active DatasetDataSet1
Filter
Weight
Split File
N of Rows in Working Data File100
Missing Value HandlingDefinition of MissingUser-defined missing
values are treated as missing.
Cases UsedStatistics for each analysis are based on cases with
no missing data for any variable in the analysis.
SyntaxONEWAY Fabric Design Variety Display Price Music
S.Ettiquetes V.Merchaniding BY Education /STATISTICS DESCRIPTIVES
/MISSING ANALYSIS.
ResourcesProcessor Time00:00:00.02
Elapsed Time00:00:00.05
[DataSet1] C:\Users\HEWLETT PACKARD\Desktop\stats work.sav
Descriptives
NMeanStd. DeviationStd. Error95% Confidence Interval for
MeanMinimumMaximum
Lower BoundUpper Bound
FabricUndergraduate513.8824.81602.114273.65284.11191.005.00
Postgraduate353.68571.10537.186843.30604.06541.005.00
Graduate133.9231.75955.210663.46414.38213.005.00
4.0013.0000....3.003.00
Total1003.8100.91778.091783.62793.99211.005.00
DesignUndergraduate513.5294.78366.109733.30903.74982.005.00
Postgraduate353.8000.90098.152293.49054.10951.005.00
Graduate133.9231.64051.177653.53604.31013.005.00
4.0013.0000....3.003.00
Total1003.6700.81718.081723.50793.83211.005.00
VarietyUndergraduate513.2353.88517.123952.98633.48431.005.00
Postgraduate353.4857.98134.165883.14863.82281.005.00
Graduate133.5385.66023.183113.13953.93743.005.00
4.0014.0000....4.004.00
Total1003.3700.89505.089503.19243.54761.005.00
DisplayUndergraduate513.1961.93850.131422.93213.46002.005.00
Postgraduate353.5143.88688.149913.20963.81891.005.00
Graduate133.7692.59914.166173.40724.13133.005.00
4.0011.0000....1.001.00
Total1003.3600.92682.092683.17613.54391.005.00
PriceUndergraduate513.1373.87223.122142.89193.38261.005.00
Postgraduate352.9143.98134.165882.57723.25141.005.00
Graduate133.1538.89872.249262.61083.69692.005.00
4.0012.0000....2.002.00
Total1003.0500.91425.091432.86863.23141.005.00
MusicUndergraduate512.94121.04712.146632.64673.23571.005.00
Postgraduate352.54291.06668.180302.17642.90931.005.00
Graduate132.7692.92681.257052.20923.32931.004.00
4.0012.0000....2.002.00
Total1002.77001.04306.104312.56302.97701.005.00
S.EttiquetesUndergraduate512.96081.05756.148092.66333.25821.005.00
Postgraduate352.91431.12122.189522.52913.29941.005.00
Graduate133.46151.05003.291232.82704.09612.005.00
4.0015.0000....5.005.00
Total1003.03001.09595.109602.81253.24751.005.00
V.MerchanidingUndergraduate513.15691.00742.141072.87353.44021.005.00
Postgraduate353.00001.11144.187872.61823.38181.005.00
Graduate133.6923.48038.133233.40203.98263.004.00
4.0014.0000....4.004.00
Total1003.18001.00885.100882.97983.38021.005.00
ANOVA
Sum of SquaresdfMean SquareFSig.
FabricBetween Groups1.6303.543.638.592
Within Groups81.76096.852
Total83.39099
DesignBetween Groups2.8813.9601.458.231
Within Groups63.22996.659
Total66.11099
VarietyBetween Groups2.1603.720.896.446
Within Groups77.15096.804
Total79.31099
DisplayBetween Groups9.95033.3174.240.007
Within Groups75.09096.782
Total85.04099
PriceBetween Groups2.2763.759.905.442
Within Groups80.47496.838
Total82.75099
MusicBetween Groups3.89331.2981.200.314
Within Groups103.817961.081
Total107.71099
S.EttiquetesBetween Groups7.01532.3382.006.118
Within Groups111.895961.166
Total118.91099
V.MerchanidingBetween Groups5.24631.7491.757.161
Within Groups95.51496.995
Total100.76099
ONEWAY Fabric Design Variety Display Price Music S.Ettiquetes
V.Merchaniding BY Profession /STATISTICS DESCRIPTIVES /MISSING
ANALYSIS.
Oneway
Notes
Output Created09-APR-2015 10:06:41
Comments
InputDataC:\Users\HEWLETT PACKARD\Desktop\stats work.sav
Active DatasetDataSet1
Filter
Weight
Split File
N of Rows in Working Data File100
Missing Value HandlingDefinition of MissingUser-defined missing
values are treated as missing.
Cases UsedStatistics for each analysis are based on cases with
no missing data for any variable in the analysis.
SyntaxONEWAY Fabric Design Variety Display Price Music
S.Ettiquetes V.Merchaniding BY Profession /STATISTICS DESCRIPTIVES
/MISSING ANALYSIS.
ResourcesProcessor Time00:00:00.06
Elapsed Time00:00:00.05
[DataSet1] C:\Users\HEWLETT PACKARD\Desktop\stats work.sav
Descriptives
NMeanStd. DeviationStd. Error95% Confidence Interval for
MeanMinimumMaximum
Lower BoundUpper Bound
FabricBusiness83.12501.45774.515391.90634.34371.005.00
Student643.7969.85782.107233.58264.01121.005.00
Designer104.0000.81650.258203.41594.58413.005.00
Self Employed84.0000.92582.327333.22604.77403.005.00
others94.1111.78174.260583.51024.71203.005.00
23.0014.0000....4.004.00
Total1003.8100.91778.091783.62793.99211.005.00
DesignBusiness83.50001.30931.462912.40544.59461.005.00
Student643.6250.78680.098353.42853.82152.005.00
Designer103.7000.67495.213443.21724.18283.005.00
Self Employed83.7500.46291.163663.36304.13703.004.00
others94.00001.00000.333333.23134.76872.005.00
23.0014.0000....4.004.00
Total1003.6700.81718.081723.50793.83211.005.00
VarietyBusiness83.50001.19523.422582.50084.49921.005.00
Student643.2969.86703.108383.08033.51351.005.00
Designer103.5000.84984.268742.89214.10792.005.00
Self Employed83.50001.06904.377962.60634.39372.005.00
others93.4444.88192.293972.76654.12232.005.00
23.0014.0000....4.004.00
Total1003.3700.89505.089503.19243.54761.005.00
DisplayBusiness83.25001.28174.453162.17844.32161.005.00
Student643.2969.88515.110643.07583.51802.005.00
Designer103.00001.05409.333332.24593.75411.004.00
Self Employed83.7500.70711.250003.15884.34123.005.00
others94.0000.70711.235703.45654.54353.005.00
23.0013.0000....3.003.00
Total1003.3600.92682.092683.17613.54391.005.00
PriceBusiness82.62501.30247.460491.53613.71391.005.00
Student643.1094.89296.111622.88633.33241.005.00
Designer103.1000.73786.233332.57223.62782.004.00
Self Employed82.8750.99103.350382.04653.70352.005.00
others93.1111.92796.309322.39783.82442.004.00
23.0013.0000....3.003.00
Total1003.0500.91425.091432.86863.23141.005.00
MusicBusiness82.75001.28174.453161.67843.82161.004.00
Student642.85941.05209.131512.59663.12221.005.00
Designer102.5000.84984.268741.89213.10791.004.00
Self Employed82.0000.92582.327331.22602.77401.003.00
others93.1111.92796.309322.39783.82442.005.00
23.0013.0000....3.003.00
Total1002.77001.04306.104312.56302.97701.005.00
S.EttiquetesBusiness83.12501.45774.515391.90634.34371.005.00
Student642.9688.99153.123942.72113.21641.005.00
Designer102.80001.31656.416331.85823.74181.005.00
Self Employed83.12501.35620.479491.99124.25881.005.00
others93.66671.00000.333332.89804.43532.005.00
23.0012.0000....2.002.00
Total1003.03001.09595.109602.81253.24751.005.00
V.MerchanidingBusiness83.12501.24642.440682.08304.16701.005.00
Student643.2031.96247.120312.96273.44351.005.00
Designer103.5000.97183.307322.80484.19522.005.00
Self Employed82.3750.91613.323901.60913.14091.003.00
others93.55561.01379.337932.77634.33481.004.00
23.0012.0000....2.002.00
Total1003.18001.00885.100882.97983.38021.005.00
ANOVA
Sum of SquaresdfMean SquareFSig.
FabricBetween Groups5.26751.0531.267.285
Within Groups78.12394.831
Total83.39099
DesignBetween Groups1.5105.302.439.820
Within Groups64.60094.687
Total66.11099
VarietyBetween Groups1.2285.246.296.914
Within Groups78.08294.831
Total79.31099
DisplayBetween Groups6.68151.3361.603.167
Within Groups78.35994.834
Total85.04099
PriceBetween Groups1.9775.395.460.805
Within Groups80.77394.859
Total82.75099
MusicBetween Groups7.08751.4171.324.261
Within Groups100.623941.070
Total107.71099
S.EttiquetesBetween Groups5.62251.124.933.463
Within Groups113.288941.205
Total118.91099
V.MerchanidingBetween Groups8.92851.7861.828.115
Within Groups91.83294.977
Total100.76099
ONEWAY Fabric Design Variety Display Price Music S.Ettiquetes
V.Merchaniding BY Income /STATISTICS DESCRIPTIVES /MISSING
ANALYSIS.
Oneway
Notes
Output Created09-APR-2015 10:06:54
Comments
InputDataC:\Users\HEWLETT PACKARD\Desktop\stats work.sav
Active DatasetDataSet1
Filter
Weight
Split File
N of Rows in Working Data File100
Missing Value HandlingDefinition of MissingUser-defined missing
values are treated as missing.
Cases UsedStatistics for each analysis are based on cases with
no missing data for any variable in the analysis.
SyntaxONEWAY Fabric Design Variety Display Price Music
S.Ettiquetes V.Merchaniding BY Income /STATISTICS DESCRIPTIVES
/MISSING ANALYSIS.
ResourcesProcessor Time00:00:00.02
Elapsed Time00:00:00.02
[DataSet1] C:\Users\HEWLETT PACKARD\Desktop\stats work.sav
Descriptives
NMeanStd. DeviationStd. Error95% Confidence Interval for
MeanMinimumMaximum
Lower BoundUpper Bound
FabricBelow Rs. 500094.1111.60093.200313.64924.57303.005.00
Rs 5000- Rs 15000223.8636.88884.189503.46954.25772.005.00
Rs 15000- Rs 25000263.4615.76057.149163.15433.76872.005.00
Rs 25000-Rs35000194.2632.56195.128923.99234.53403.005.00
Rs 35000-Rs45000133.76921.30089.360802.98314.55531.005.00
Above 45000113.54551.21356.365902.73024.36071.005.00
Total1003.8100.91778.091783.62793.99211.005.00
DesignBelow Rs. 500094.0000.70711.235703.45654.54353.005.00
Rs 5000- Rs 15000223.5455.91168.194373.14123.94972.005.00
Rs 15000- Rs 25000263.4615.76057.149163.15433.76872.005.00
Rs 25000-Rs35000193.8947.56713.130113.62144.16813.005.00
Rs 35000-Rs45000134.0000.70711.196123.57274.42733.005.00
Above 45000113.36361.12006.337712.61124.11611.005.00
Total1003.6700.81718.081723.50793.83211.005.00
VarietyBelow Rs. 500093.6667.70711.235703.12314.21022.004.00
Rs 5000- Rs 15000223.3182.77989.166272.97243.66402.005.00
Rs 15000- Rs 25000263.0769.89098.174742.71703.43681.005.00
Rs 25000-Rs35000193.4211.90159.206842.98653.85561.005.00
Rs 35000-Rs45000133.61541.04391.289532.98464.24622.005.00
Above 45000113.54551.03573.312282.84964.24131.005.00
Total1003.3700.89505.089503.19243.54761.005.00
DisplayBelow Rs.
500093.11111.26930.423102.13544.08681.005.00
Rs 5000- Rs 15000223.2273.75162.160252.89403.56052.005.00
Rs 15000- Rs 25000263.3462.97744.191692.95143.74092.005.00
Rs 25000-Rs35000193.5789.96124.220523.11564.04222.005.00
Rs 35000-Rs45000133.6154.86972.241223.08984.14102.005.00
Above 45000113.1818.87386.263482.59473.76891.004.00
Total1003.3600.92682.092683.17613.54391.005.00
PriceBelow Rs. 500092.7778.66667.222222.26533.29022.004.00
Rs 5000- Rs 15000223.0455.89853.191572.64713.44382.005.00
Rs 15000- Rs 25000262.9231.84489.165702.58183.26432.005.00
Rs 25000-Rs35000193.0000.94281.216302.54563.45441.004.00
Rs 35000-Rs45000133.6923.94733.262743.11984.26482.005.00
Above 45000112.90911.04447.314922.20743.61081.004.00
Total1003.0500.91425.091432.86863.23141.005.00
MusicBelow Rs. 500092.66671.22474.408251.72523.60811.004.00
Rs 5000- Rs 15000222.86361.12527.239912.36473.36261.005.00
Rs 15000- Rs 25000262.76921.03180.202352.35253.18601.005.00
Rs 25000-Rs35000192.63161.06513.244362.11823.14501.005.00
Rs 35000-Rs45000132.9231.95407.264612.34653.49961.004.00
Above 45000112.72731.00905.304242.04943.40521.004.00
Total1002.77001.04306.104312.56302.97701.005.00
S.EttiquetesBelow Rs.
500093.44441.42400.474672.34994.53901.005.00
Rs 5000- Rs 15000222.7273.98473.209952.29073.16391.005.00
Rs 15000- Rs 25000262.96151.03849.203662.54213.38101.005.00
Rs 25000-Rs35000193.05261.02598.235382.55813.54711.005.00
Rs 35000-Rs45000133.30771.31559.364882.51274.10271.005.00
Above 45000113.09091.04447.314922.38923.79261.004.00
Total1003.03001.09595.109602.81253.24751.005.00
V.MerchanidingBelow Rs.
500093.4444.88192.293972.76654.12232.004.00
Rs 5000- Rs 15000223.1364.94089.200602.71923.55351.005.00
Rs 15000- Rs 25000263.03851.07632.211082.60373.47321.005.00
Rs 25000-Rs35000193.2632.87191.200032.84293.68342.005.00
Rs 35000-Rs45000133.23081.36344.378152.40684.05471.005.00
Above 45000113.1818.98165.295982.52233.84131.005.00
Total1003.18001.00885.100882.97983.38021.005.00
ANOVA
Sum of SquaresdfMean SquareFSig.
FabricBetween Groups8.72951.7462.198.061
Within Groups74.66194.794
Total83.39099
DesignBetween Groups5.85951.1721.828.115
Within Groups60.25194.641
Total66.11099
VarietyBetween Groups4.2555.8511.066.384
Within Groups75.05594.798
Total79.31099
DisplayBetween Groups3.0585.612.701.624
Within Groups81.98294.872
Total85.04099
PriceBetween Groups6.71551.3431.660.152
Within Groups76.03594.809
Total82.75099
MusicBetween Groups.9785.196.172.972
Within Groups106.732941.135
Total107.71099
S.EttiquetesBetween Groups4.7375.947.780.567
Within Groups114.173941.215
Total118.91099
V.MerchanidingBetween Groups1.3575.271.257.935
Within Groups99.403941.057
Total100.76099
Notes
Output Created09-APR-2015 10:07:06
Comments
InputDataC:\Users\HEWLETT PACKARD\Desktop\stats work.sav
Active DatasetDataSet1
Filter
Weight
Split File
N of Rows in Working Data File100
Missing Value HandlingDefinition of MissingUser-defined missing
values are treated as missing.
Cases UsedStatistics for each analysis are based on cases with
no missing data for any variable in the analysis.
SyntaxONEWAY Fabric Design Variety Display Price Music
S.Ettiquetes V.Merchaniding BY Awareness /STATISTICS DESCRIPTIVES
/MISSING ANALYSIS.
ResourcesProcessor Time00:00:00.05
Elapsed Time00:00:00.05
Notes
Output Created09-APR-2015 10:07:22
Comments
InputDataC:\Users\HEWLETT PACKARD\Desktop\stats work.sav
Active DatasetDataSet1
Filter
Weight
Split File
N of Rows in Working Data File100
Missing Value HandlingDefinition of MissingUser-defined missing
values are treated as missing.
Cases UsedStatistics for each analysis are based on cases with
no missing data for any variable in the analysis.
SyntaxONEWAY Fabric Design Variety Display Price Music
S.Ettiquetes V.Merchaniding BY Visit /STATISTICS DESCRIPTIVES
/MISSING ANALYSIS.
ResourcesProcessor Time00:00:00.03
Elapsed Time00:00:00.03
Notes
Output Created09-APR-2015 10:07:39
Comments
InputDataC:\Users\HEWLETT PACKARD\Desktop\stats work.sav
Active DatasetDataSet1
Filter
Weight
Split File
N of Rows in Working Data File100
Missing Value HandlingDefinition of MissingUser-defined missing
values are treated as missing.
Cases UsedStatistics for each analysis are based on cases with
no missing data for any variable in the analysis.
SyntaxONEWAY Fabric Design Variety Display Price Music
S.Ettiquetes V.Merchaniding BY Competitors /STATISTICS DESCRIPTIVES
/MISSING ANALYSIS.
ResourcesProcessor Time00:00:00.02
Elapsed Time00:00:00.02
Notes
Output Created09-APR-2015 10:07:55
Comments
InputDataC:\Users\HEWLETT PACKARD\Desktop\stats work.sav
Active DatasetDataSet1
Filter
Weight
Split File
N of Rows in Working Data File100
Missing Value HandlingDefinition of MissingUser-defined missing
values are treated as missing.
Cases UsedStatistics for each analysis are based on cases with
no missing data for any variable in the analysis.
SyntaxONEWAY Fabric Design Variety Display Price Music
S.Ettiquetes V.Merchaniding BY Products /STATISTICS DESCRIPTIVES
/MISSING ANALYSIS.
ResourcesProcessor Time00:00:00.02
Elapsed Time00:00:00.02
Notes
Output Created09-APR-2015 10:08:16
Comments
InputDataC:\Users\HEWLETT PACKARD\Desktop\stats work.sav
Active DatasetDataSet1
Filter
Weight
Split File
N of Rows in Working Data File100
Missing Value HandlingDefinition of MissingUser-defined missing
values are treated as missing.
Cases UsedStatistics for each analysis are based on cases with
no missing data for any variable in the analysis.
SyntaxONEWAY Fabric Design Variety Display Price Music
S.Ettiquetes V.Merchaniding BY P.Activity /STATISTICS DESCRIPTIVES
/MISSING ANALYSIS.
ResourcesProcessor Time00:00:00.05
Elapsed Time00:00:00.03
Notes
Output Created09-APR-2015 10:08:30
Comments
InputDataC:\Users\HEWLETT PACKARD\Desktop\stats work.sav
Active DatasetDataSet1
Filter
Weight
Split File
N of Rows in Working Data File100
Missing Value HandlingDefinition of MissingUser-defined missing
values are treated as missing.
Cases UsedStatistics for each analysis are based on cases with
no missing data for any variable in the analysis.
SyntaxONEWAY Fabric Design Variety Display Price Music
S.Ettiquetes V.Merchaniding BY Promotions /STATISTICS DESCRIPTIVES
/MISSING ANALYSIS.
ResourcesProcessor Time00:00:00.05
Elapsed Time00:00:00.03
Notes
Output Created09-APR-2015 10:08:42
Comments
InputDataC:\Users\HEWLETT PACKARD\Desktop\stats work.sav
Active DatasetDataSet1
Filter
Weight
Split File
N of Rows in Working Data File100
Missing Value HandlingDefinition of MissingUser-defined missing
values are treated as missing.
Cases UsedStatistics for each analysis are based on cases with
no missing data for any variable in the analysis.
SyntaxONEWAY Fabric Design Variety Display Price Music
S.Ettiquetes V.Merchaniding BY Reccomendations /STATISTICS
DESCRIPTIVES /MISSING ANALYSIS.
ResourcesProcessor Time00:00:00.00
Elapsed Time00:00:00.02
Notes
Output Created09-APR-2015 10:16:47
Comments
InputDataC:\Users\HEWLETT PACKARD\Desktop\stats work.sav
Active DatasetDataSet1
Filter
Weight
Split File
N of Rows in Working Data File100
Missing Value HandlingDefinition of MissingUser-defined missing
values are treated as missing.
Cases UsedStatistics for each table are based on all the cases
with valid data in the specified range(s) for all variables in each
table.
SyntaxCROSSTABS /TABLES=Reccomendations BY gender /FORMAT=AVALUE
TABLES /STATISTICS=CHISQ /CELLS=COUNT /COUNT ROUND CELL.
ResourcesProcessor Time00:00:00.02
Elapsed Time00:00:00.02
Dimensions Requested2
Cells Available174762
Notes
Output Created09-APR-2015 10:17:06
Comments
InputDataC:\Users\HEWLETT PACKARD\Desktop\stats work.sav
Active DatasetDataSet1
Filter
Weight
Split File
N of Rows in Working Data File100
Missing Value HandlingDefinition of MissingUser-defined missing
values are treated as missing.
Cases UsedStatistics for each table are based on all the cases
with valid data in the specified range(s) for all variables in each
table.
SyntaxCROSSTABS /TABLES=Reccomendations BY Age /FORMAT=AVALUE
TABLES /STATISTICS=CHISQ /CELLS=COUNT /COUNT ROUND CELL.
ResourcesProcessor Time00:00:00.03
Elapsed Time00:00:00.03
Dimensions Requested2
Cells Available174762
Notes
Output Created09-APR-2015 10:22:58
Comments
InputDataC:\Users\HEWLETT PACKARD\Desktop\stats work.sav
Active DatasetDataSet1
Filter
Weight
Split File
N of Rows in Working Data File100
Missing Value HandlingDefinition of MissingUser-defined missing
values are treated as missing.
Cases UsedStatistics for each table are based on all the cases
with valid data in the specified range(s) for all variables in each
table.
SyntaxCROSSTABS /TABLES=Reccomendations BY Relationship
/FORMAT=AVALUE TABLES /STATISTICS=CHISQ /CELLS=COUNT /COUNT ROUND
CELL.
ResourcesProcessor Time00:00:00.02
Elapsed Time00:00:00.02
Dimensions Requested2
Cells Available174762
Notes
Output Created09-APR-2015 10:23:12
Comments
InputDataC:\Users\HEWLETT PACKARD\Desktop\stats work.sav
Active DatasetDataSet1
Filter
Weight
Split File
N of Rows in Working Data File100
Missing Value HandlingDefinition of MissingUser-defined missing
values are treated as missing.
Cases UsedStatistics for each table are based on all the cases
with valid data in the specified range(s) for all variables in each
table.
SyntaxCROSSTABS /TABLES=Reccomendations BY Education
/FORMAT=AVALUE TABLES /STATISTICS=CHISQ /CELLS=COUNT /COUNT ROUND
CELL.
ResourcesProcessor Time00:00:00.03
Elapsed Time00:00:00.03
Dimensions Requested2
Cells Available174762
Notes
Output Created09-APR-2015 10:23:25
Comments
InputDataC:\Users\HEWLETT PACKARD\Desktop\stats work.sav
Active DatasetDataSet1
Filter
Weight
Split File
N of Rows in Working Data File100
Missing Value HandlingDefinition of MissingUser-defined missing
values are treated as missing.
Cases UsedStatistics for each table are based on all th