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SUBMITTED TO : MAAM SAADIYA SAID
Methods in Business Research
MEMBERS:
Muqadam Butt (11476)
ZyraShaheenDurrani
Shahroz Ismail (11514)
Doha Sajjad
Walid Ahmed
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ACKNOWLEDGEMENT
In the Name of Allah, the most Beneficent and the most Merciful
Firstly, we are grateful toAlmighty Allahfor Blessing and help throughout our work.
We are profoundly indebted to our course mentor, Ma'am SaadiyehSaeed,whose enormous
support, mentoring, guiding principles has enabled us to accomplish this task. Without her we
would not have been able to complete this term report on this very short time.
THANK YOU Ma'am, for you efforts, help and co-operation through out the semester.
We are also indebted to Institute of Business Managementfor providing us with an
opportunity to augment our skills and rationale through such projects.
Lastly, we would like to thank our group members whose help and continuous support has led
us to complete this research.
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RESEARCH PROPOSAL
EXECUTIVE SUMMARY/INTRODUCTIONConsumers are not only different in the common ways, which is by age, gender, occupation,
education, marital status and living arrangements, but also differ in their activities, interests,preferences, opinions, what they eat and products they buy. Therefore, marketers are interested
in understanding, predicting, and satisfying the needs and wants of consumers, whatever they are
like, whatever they want, wherever they live (Schiffman&Kanuk 2000). For any business to be
successful, it is crucial to study how consumers behave, more importantly, what triggers suchbehaviour. It is important for marketers to be well aware of consumers' needs and wants and how
consumers make their buying decision. According to Schiffman&Kanuk (2000), consumerbehaviour focuses on how consumers go about making decisions on spending their availableresources such as time, money, effort on consumption related items. Consumer behaviour
includes what is bought, why it is bought, when it is bought, where it is bought, how often it is
bought, and how often it is used.The vibrant and exotic atmosphere of Karachi local markets can make shopping lots of fun. One
of the biggest sectors is apparel sector. Local apparel markets in Karachi sell hundreds or
thousands of products daily. It is not only famous in Karachi but people from all over Pakistan
do their wedding shopping from Karachi shops which are cheap and of new fashion. People doplanned as well as unplanned shopping from these local shops. It is usually seen that buyers
purchase products which they have not planned and this phenomenon of unplanned purchasing is
termed as impulse. There are many factors which lead to unplanned or impulse buying. Thisleads us to determine the factors that lead to impulse buying behaviour in consumers as well asto determine which segment (based on VALS classification scheme) of consumers show the
most impulse buying behaviour.
PROBLEM STATEMENT
To identify the consumer segment in VALS framework which shows highest impulse buyingbehavior in the local apparel market.
RESEARCH OBJECTIVES
a. Identifying consumers of various groups according to VALS Segmentation and Framework..
b. Determine the consumer segment (segmented on VALS classification scheme) which showsmaximum impulse buying behaviour.
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DESK RESEARCH:
Consumers buy products and services and seek experiences that fulfill their characteristic andgive shape, substance, and satisfaction to their lives. An individual's primary motivation
determines what in particular aboutthe self or the world is the meaningful core that governs his
or her activities. Consumers are inspired by one of three primary motivations: ideals,achievement, and self-expression. Consumers who are primarily motivated byIdeals are guided
by knowledge and principles. Consumers who are primarily motivated by achievement look for
products and services that demonstrate success to their peers. Consumers who are primarilymotivated by self-expression desire social or physical activity, variety, and risk.
Marketing and consumer researchers over the period of forty years have tried to grasp theconcept of Impulse buying and defined this terminology in their own perspectives, for which
some research findings are discussed here. In a research conducted by Cobb and Hoyer (1986),
impulse buying was defined as an unplanned purchase and this definition can also be found in
the research of Kollat and Willett (1967). In another research by Rook (1987) reported that
impulse buying usually takes place, when a consumer feels a forceful motivation that turns into adesire to purchase a commodity instantly. Beatty and Ferrell (1998) defined impulse buying as
instantaneous purchase having no previous aim or objective to purchase the commodity. Stern(1962) found that products bought on impulse are usually cheap. Shopping lifestyle is defined as
the behavior exhibited by purchaser with regard to the series of personal responses and opinions
about purchase of the products as reported by Cobb and Hoyer (1986). They find that shopping
life style and impulse buying behavior are closely related but only in the case of impulse buyers.The study also states that impulse purchasers fell in the middle as of the measurement tools used
by the researchers, indicated that purchasers will not pick the first brand they spotted in the
shopping mall.
In researches conducted by Cha (2001); Han et al., (1991); Ko (1993) it is reported that impulsebuying behavior regarding fashion products are associated with patterns like chaste, repeatedemotions as well as fashion-oriented impulse buying behaviors. These facts were also quoted by
Park et al. (2006). The definition of fashion involvement basically relates to apparel associated
with fashionable outfits. The findings of Han et al. (1991) quoted in response to fashioninvolvement of consumers, that it might enhance fashion-oriented impulse buying behaviors
among those who habitually wear fashion outfits. Fairhurst et al. (1989) andSeo et al. (2001)
found a direct association among fashion involvement and apparels purchase. Positive emotions
are defined as affects and moods, which determine intensity of consumer decision-makingreported by Watson and Tellegen (1985).
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QUANTITATIVE RESEARCH/ RESEARCH DESIGN:
A survey (questionnaire) will be conducted which will be based on the Vals segmentation framethe questions depending upon the target audience and interview the population of interest in
order to collect the accurate information, free from any biases. The research will take place in
mainly at Institute of business management by people from all income groups and then we will.
We are going to make the questionnaire available online too because we feel that a larger number
of targeted customers need to be addressed and their responses should be examined identify thebuying behaviour of different segments like Innovators, Thinkers, Believers, Achievers, Strivers,
Experiencers, Makers and Survivors.
DATA ANALYSIS
The survey questionnaires were edited to ensure respondents had attempted to
answer all questions we complete the uncompleted ones and deal with them differently. After
that, coding will be done in order to save the time. After editing, each question was coded usingnumericalvalues, in order to eliminate or reduce data errors. The data was then processedthrough SPPS (Statistical Package for the Social Sciences). Various techniques
were used to conduct data analysis of the study. Frequency tabulations, which
are statistical procedures used for summarising responses to specific questions,were also used for analyses purposes.
NATURE AND FORM OF RESULTS
Results of the research will be provided in the following format:
Detailed report along with all the documents (questionnaires, etc)
Power point presentation will be presented.
Graphs, Spreadsheets regarding the quantitative results and the findings
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EXECUTIVE SUMMARY
Need is an essential ingredient in human constitution as it creates a relationship between humans
and the environment. It also describes human complexity and characterizes individual behavior.
The fulfillment of need by human beings is a debatable and arguable issue because all
individuals satisfy their needs in their own personal way. In other words, every individual has his
own personal system to prioritize and satisfy his need. There is a variety of needs ranging from
physiological to social needs.
The rationale behind this study is to measure peoples perceptions about the magnitude of
expenditures that they make on Impulse buying and to get a brief idea about their behaviors. Theidea is to evaluate the factors that cause the people to spend relentlessly on shopping. In addition,
the forces that drive the people to achieve status symboland Show offtendencywill also be
discussed.
Keeping in my mind about the nature of the people we conducted a brief research on IMPULSEBUYING (VALS).In this project we tried to find out that what were the major factors that are
involved in giving impulse buying a rise. The objective of the research was to Identify
consumers of various groups according to VALS Segmentation and Framework and to
Determine the consumer segment (segmented on VALS classification scheme) which showsmaximum impulse buying behavior.
For this purpose a survey (questionnaire) was conducted which was based on the VALS
segmentation.Results of the research was provided by the help of:
Detailed report along with all the documents (questionnaires, etc)
Power point presentation will be presented.
Graphs, Spreadsheets regarding the quantitative results and the findings
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PROBLEM STATEMENT
To identify the consumer segment in VALS framework which shows highest impulse
buying behavior in the local apparel market
RESEARCH OBJECTIVES
a. Identifying consumers of various groups according to VALS Segmentation and Framework.
b. Determine the consumer segment (segmented on VALS classification scheme) which shows
maximum impulse buying behaviour.
Background Information as to why the research was initiated
Much of the research on impulse buying behaviour has focused on defining and
measuring the concept. It is important to understand the ways in which
consumers construct, maintain and express their self-identity in consumptiondecisions. Marketers need to find out what constructs influence impulsive
behaviour. It is imperative that retailers understand consumer impulse buying in
order to formulate appropriate marketing strategies, allocate marketing budget,
and design effective marketing tactics (Zhou & Wong 2003).This research attempts to uncover differences, if any, on impulsive behaviour
among students.
It is becoming apparent that businesses are becoming more aware of and are
increasinglyrecognising the importance of understanding consumer behaviour
and the vital role it plays in their success. By learning more about howconsumers behave, marketers gain further insight on how consumers make their
buying decisions. An understanding of this behaviour makes it possible for
organisations to develop marketing communications, which are focused on the
way consumers react (Bothmaet al. 2002).
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QUALITATIVE RESEARCH
CONDUCTED
We used the three most common qualitative methods.
Participant Observation: We did our participant observation at different shop, outlets and observedtheir buying behaviour.
Interviews:We did short interviews from our target population, mainly considering of university
students (mostly males) and head of the family in households.
Online Survey:A major part of our research was conducted through online generated forms which
have been filled by more than 170 people of our targeted population.
LITERATURE REVIEW AND RESEARCH OBJECTIVE
Consumers pertain to buy products and services and presume to be seeking experiences which
stand up to their characteristic and give substance, shape and satisfaction to their lives. An
individuals main motivation identifies what in general about the selfor the world is the
meaningful core that holds his or her activities.
Consumers presumed by one of the three primary motivations:
Achievement
Ideals
Self-Expression
Consumers which presume to be motivated by ideals are guided through knowledge and
principles. Consumers which presume to be motivated by achievement go for products and
services that identify success to their peers. Consumers who are largely motivated through self-
expression desire physical or social activity, risk and variety.
Nature of Impulse Buying:Impulse buying is unreflective in that the purchase is made withoutengaging in a great deal of evaluation. Individuals buying impulse is less likely to consider the
consequences or to think carefully before making the purchase (Rook, 1987). The persons
attention is focused on the immediate gratification of responding to the urge to buy rather than on
solving a preexisting problem or on finding an item to fill a predetermined need. Finally,
consistent with general impulsiveness, impulsive buying is immediate (Barratt, 1985; Rook,
1987) [3].
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Impulse Buying Behavior: Marketing and consumers past researches over the times of forty
years shows that the concept of Impulse Buying and explained this phenomenon in their own
perspectives, from which was conducted by Cobb and Hoyer (1986) represents that the impulse
buying as an unplanned purchase and this definition also coincide within another research
conducted by the Kollat and Willet (1967). In another research, which was conducted by Rock
(1987) represents that impulse buying normally occurs, when a consumers feels a forceful
motivation that results into a desire or motivation to purchase a commodity immediately.
According to research conducted by Cha (2001); Han et al., (1991); and Ko (1993), it can be
seen that inclined attitude towards buying fashion related products are linked with different
patterns which are pure, represents emotions, and a fashion oriented behavior. The same
observations were supported by Park et al. (2006). When it talks about being involved in fashion,
it relates to clothes linked with fashionable outfits. According to Han et al (1991), that such a
behavior is normally enhanced by those who are routinely involved in wearing fashionable
outfits. According to Fairhurst et al. (1989) and Seo et al. (2001), there is a direct link between
being involved in fashion and buying behavior of clothes. Watson and Tellegen (1985) research
concludes that positive emotions are reflected in good moods, which determines the level of
consumer decision making.
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THEORETICAL FRAMEWORK
Vals which is also known asvalues attitude and lifestyleis one of the primary ways
to performpsychographic segmentation. All three terms are intangible in nature and
therefore give an idea of the inert nature of the consumer. If you know what your
consumer is thinking, you would know what kind of promotions or communications will
attract him most. And how do you know what the consumer is thinking? By determining
his vals Values, attitudes and lifestyle.
VALS is different for different people. Lets take income as an example. If you are a
person with high income your lifestyle would probably include habits of the SEC A class
such as dining out of home frequently and that too in top class restaurants, wearing onlybranded clothes and buying the best cars out there. Whereas if you are a middle class
income group consumer, you would be more wary of spending money and would rather
concentrate on savings.
So now how does VALS affect a marketer? Lets say you were a banker. What would you
sell someone who had a high income lifestyle? You would sell them investment options
and would also dedicate a relationship manager to take care of their needs. In fact, the
bankers also have a term for high income individuals known as HNI highnetworth
individuals. But, if your lifestyle was that of a low income customer, you are more likely
to be targeted for savings
History of the term VALS VALS is actually a proprietary term of SRI
international. The term was developed by Social scientist and futurist Arnold mitchell.
Arnold mitchell actually developed the vals framework to determine different classes of
people who had varying values, attitudes and lifestyle. These people were determined by
the resources they had at their disposal as well as the amount of primary innovation
they could accept or create. Thus the people with low resources were low on innovation
and the ones with higher resources were higher in innovation. This formed the basis of
the VALS framework.
The VALS framework
http://www.marketing91.com/psychographic-segmentation/http://www.marketing91.com/psychographic-segmentation/http://www.marketing91.com/psychographic-segmentation/http://www.marketing91.com/psychographic-segmentation/ -
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Image source
SRI International
As mentioned in the history of VALS, The VALS framework was developed keeping a
consumers resources as well as his capacity to accept innovation in mind. The X axis
consisted of primary motivation (explained below) and the Y axis consisted of resources
such as income, education, confidence etc. Thus these two factors were determined to be
critical to define the values attitude and lifestyle of any consumer.
Resources Included resources available to an individual such as income, education,
intelligence, emotional support, etc.
Primary motivation Which determined what actually drives the individual. Is it
knowledge, the desire to achieve something or is it to be social.
After researching above 1500 consumers, Arnold mitchell actually divided consumers
into 9 different types based on the amount of resources they had as well as their capacity
for primary motivation. These classes of consumers based on their VALS were.
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Innovators The class of consumer at the top of the vals framework. They are
characterized by High income and high resource individuals for whom independence is
very important. They have their own individual taste in things and are motivated in
achieving the finer things in life.
Thinkers
Awell educated professional is an excellent example of Thinkers in the vals
framework. These are the people who have high resources and are motivated by their
knowledge. These are the rational decision making consumers and are well informed
about their surroundings. These consumers are likely to accept any social
change because of their knowledge level.
Believers The subtle difference between thinkers and believers is that thinkers make
their own decisions whereas believers are more social in nature and hence also believe
other consumers. They are characterized by lower resources and are less likely to accept
innovation on their own. They are the best class of word of mouth consumers.Achievers The achievers are mainly motivated by guess what Achievements.
These individuals want to excel at their job as well in their family. Thus they are more
likely to purchase a brand which has shown its success over time. The achievers are said
to be high resource consumers but at the same time, if any brand is rising, they are more
likely to adopt that brand faster.
Strivers Low resource consumer group which wants to reach some achievement are
known as strivers. These customers do not have the resources to be an achiever. But as
they have values similar to an achiever, they fall under the striver category. If a striver
can gain the necessary resources such as a high income or social status then he can
move on to becoming an achiever.
Experiencers The group of consumers who have high resources but also need a
mode of self expression are known as Experiencers. Mostly characterized by young
adults, it consists of people who want to experience being different. This class of
consumers is filled up with early adopters who spend heavily on food, clothing and other
youthful products and services.
Makers These are consumers who also want self expression but they are limited by
the number of resources they have. Thus they would be more focused towards building abetter family rather than going out and actually spending higher amount of money.
Making themselves into better individuals and families becomes a form of self
expression for the Makers.
Survivors The class of consumers in the Vals framework with the least resources
and therefore the least likely to adopt any innovation. As they are not likely to change
their course of action regularly, they form into brand loyal customers. An example can
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include old age pension earners living alone for whom the basic necessities are
important and they are least likely to concentrate on anything else.
Thus the vals framework can be used primarily to classify consumers based on their
values, attitudes and lifestyle. Once the classification has been done, you know which
types of customers you want to target. Depending on your target customers vals, you can
make up your marketingstrategyand your promotional message such that it hits your
audience at the right spot.
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HYPOTHESIS:
From the above mentioned model the following hypotheses are developed:
Hypothesis:
Ho: Strivers show the maximum relation to impulse buying behaviour.
H1: Strivers do not show the maximum relation to impulse buying behaviour
Hypothesis:
Ho: Innovators show the maximum relation to impulse buying behaviour.
H1: Innovators do not show the maximum relation to impulse buying behaviour
Hypothesis:
Ho: Believers show the maximum relation to impulse buying behaviour.
H1: Believers do not show the maximum relation to impulse buying behaviour
Hypothesis:
Ho: Achievers show the maximum relation to impulse buying behaviour.
H1: Achievers do not show the maximum relation to impulse buying behaviour
Hypothesis:
Ho: Makers show the maximum relation to impulse buying behaviour.
H1:Makers do not show the maximum relation to impulse buying behaviour
Hypothesis:
Ho: Survivors show the maximum relation to impulse buying behavior.
H1:
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Hypothesis:
Ho: Experiencer show the maximum relation to impulse buying behaviour.
H1: Experiencers do not show the maximum relation to impulse buying behaviour
Hypothesis:
Ho: : Thinkers show the maximum relation to impulse buying behaviour
H1: Thinkers do not show the maximum relation to impulse buying behaviour
The testing of the hypotheses is confined to the primary data collected from the institute of
business management.
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RESEARCH DESIGNSAMPLING DESIGN
Secondary data was collected by reviewing literature discussed by numerous authors. Reviewing
such literature helped in providing more clarity and understanding of the research topic.
Saunders et al. (2003: 200) believe that secondary data saves resources such as time and money,
which therefore enables the researcher to spend more time and effort making analyses andinterpretations of the data.
A survey research was conducted mainly among students of institute of business management
to help in collecting primary data, more than 170 students from the university took part in our
research through online questionnaire and short interviews . Sampling helps to provide moreaccurate information. It is also cheaper to collect data from a sample compared to the entire
population.
DATA COLLECTION METHOD
Data Collection & Analysis Tools:In this research, the design of the questionnaire with
22questions was primarily based on likert measurement scales to assess our objectives. 16
questions are designed to evaluate customer segment in VALS framework remaining 6 questions
are designed to evaluate the impulse buying behavior of the customers. Satisfaction was
measured by a four-point Likert scale.
UNIT OF ANALYSIS:
Our unit of analysis consisted of 200 individuals who were students of IoBM .students filled in
our online surveys and also we had interactive sessions with some of the students with in the
university .
VARIABLES:
Dependent:
Independent:
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DATA ANALYSIS :
In this phase we have filter all the questionnaires. After that, coding has been done in orderto save the time and make the work easier and structured to analyze the data well using
popular statistics software, Statistical Package for Social Sciences (SPSS). Furthermore, we
have applied the relevant test for testing the null hypothesis for acceptance or rejection.
I care about my image as an expression of character and taste ?
I must admit that I like to show off ?
strongly agree 5332%
agree 8350%
disagree 2917%
strongly disagree 1 1%
strongly agree 1811%
agree 6740%
disagree 7343%
strongly disagree 11 7%
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I like my life to be pretty much the same from week to week?
I am very interested in how mechanical things, such as engines, work. ?
I must admit that my interests are somewhat narrow and limited ?
strongly agree 19 11%
agree 75 44%
disagree 59 35%
strongly disagree 17 10%
strongly agree 22 13%
agree 69 39%
disagree 59 34%
strongly disagree 25 14%
strongly agree 20 11%
agree 63 36%
disagree 73 42%
strongly disagree 18 10%
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I follow the latest trends and fashions?
I like being in charge of a group. ?
I like the challenge of doing something I have never done before?
strongly agree 3018%
agree 7746%
disagree 5734%
strongly disagree 5 3%
strongly agree 2917%
agree 8047%
disagree 5130%
strongly disagree 12 7%
strongly agree 4225%
agree 6940%
disagree 5230%
strongly disagree 8 5%
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I try to complete my job even I have to sit after office hours?
I emulate styles of people I admire ?
I would like to understand more about how the universe works?
strongly agree 3118%
agree 7042%
disagree 4829%
strongly disagree 1911%
strongly agree 2213%
agree 7746%
disagree 5634%
strongly disagree 11 7%
strongly agree 1911%
agree 8349%
disagree 5331%
strongly disagree 14 8%
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I prefer value to luxury. ?
I choose products that demonstrate success to my peers. ?
I tend to often read about public affairs and education ?
strongly agree 4024%
agree 7243%
disagree 4728%
strongly disagree 9 5%
strongly agree 2917%
agree 9254%
disagree 4325%
strongly disagree 7 4%
strongly agree 2615%
agree 7945%
disagree 6235%
strongly disagree 9 5%
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I consider myself slow, when it comes to changing habits. ?
I am primarily concerned about safety and security ?
I buy only what is on my shopping list?
strongly agree 23 14%
agree 86 51%
disagree 47 28%
strongly disagree 14 8%
strongly agree 3621%
agree 7041%
disagree 4929%
strongly disagree 14 8%
strongly agree 2112%
agree 6136%
disagree 6941%
strongly disagree 1811%
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I tend to buy clothing if I really like it?
I am less concerned with the price of clothing?
I consider visual display of products affects the desirability of those products.
strongly agree 4024%
agree 7846%
disagree 4527%
strongly disagree 5 3%
strongly agree 2314%
agree 5532%
disagree 7343%
strongly disagree 1911%
strongly agree 2414%
agree 9355%
disagree 4024%
strongly disagree 12 7%
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What is the highest level of formal education you have completed?
Grade 8 or less 9 5%
High School or equivalent 3621%
1 to 3 years of college or technical school 3118%
College graduation (4 years) 9255%
2. What was your total household income before taxes for the most recent calendar year
(January through December)? By your household, we mean all persons living in your
primary home who share basic finances with you.?
less than 25,000 2616%
25,000 to 50,000 3320%
50,000 to 75,000 3018%
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75000 to 100,000 3018%
more tan 100,000 4628%
Are you a student currently enrolled at a college or university?
AGE?
Gender?
occupation?
interior designer karachi actor graphic designer Studnt house officer content writer studnt financemanager managing director business analyst student professor student and corporate
worker banker principle Dentist not yet businesman designer financial analyst Employee fashion
designer Student CEO Audit Tainee marketing
researcher Lawyeranchor doctor student Banker housewife House wife accountant freelancer research
analyst teacher Project Manager Bechalor Student, Speaker ,Manager employeeengineer brand
manager dentist
yes 99 60%
No 67 40%
18-24 75 45%
24-28 60 36%
28-32 21 13%
above 32 11 7%
Male 95 58%
Female 68 42%
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PAY SCALE?
Number of daily responses
10,000 to 25,000 4933%
25000 to 50000 4429%
50,000 to 75,000 2517%
75,000 to 100,000 1510%
above 100,000 1711%
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LIMITATIONS OF OUR RESERACH
SMALL SMAL SIZE: the number of the units of analysis we used in your study is
dictated by the type of research problem we are investigating. Our sample size was small to
find significant relationships however, we managed to form our statistical tests on a sample
size of 170 individuals and thus generalized our results.
LACK OF ADEQUATE DATA: the lack of reliable data has required us to limit the
scope of our analysis, and it had been a significant obstacle in finding a trend and a
meaningful relationship. Since most of the university students in the surveys online, most
of them left some questions blank.
TIME FRAME: we had a time of 1 weeks during which we had to select and approach
our respondents (target population), a small time frame limited us to a smaller sample size
of only 170 individuals which could have been exceeded if we had ample of time.
CONCLUSION:In our report, we identified consumers of several groups as per VALS
segmentation and framework. We also identified the buying patterns of apparel ofconsumers belonging to different segments. We also identified the relationship
between lifestyle of consumer and shopping, involvement of fashion in consumer
purchase decisions, pre-purchase decisions and post-purchase decisions of
consumers and behavioral and attitudinal aspects of impulse buying behavior of
consumers. We also identified factors that result in impulse buying behavior and
finally through all this we were able to conclude that which VALS segment shows
maximum impulse buying behavior.
From the extensive study conducted above we can conclude that consumer areclassified into several groups as per VALSs segmentation which includes
innovators, thinkers, believers, achievers, strivers, experiencers, makers and
survivors.
These entire segments tend to show different buying patterns as all have distinct
characteristics as discussed in this study. Innovators prefer new and innovative
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creation. Thinkers tend to prefer clothes with durability and functional benefits.
Believers go for well established brands. Achievers go for premier brands. Strivers
try to emulate achiever and always look for stylish clothes which prominent them
in front of others. Experiencers are more inclined towards fashion. Makers are low
resource and try out basic products and survivors are hard core brand loyal withlower income.
This study concluded that when consider relationship between lifestyle of
consumer shopping and involvement of fashion on consumer it shows that every
segment take into consideration latest fashion and trends while going out for
purchasing clothes and experiencers tend to show higher tendency towards
spending budget on fashion.
When it was analyzed, pre-decision stage of consumer it shows that consumer tendto decide for shopping on the basis of their moods. All segment of groups shows
that they decide feel excited to go for shopping when they feel happy and
energetic. Post-decision behavior shows that majority of the consumer group rarely
regret after their purchasing except strivers as their behavior is un-predictable
which cannot be identified.
From the analysis, we identified that major factor that influence impulse buying
behavior is quality. Other factor includes:
Price
Packaging
In-store displays
External Environment
Social Surrounding
Physical Surrounding
Shopping task
Culture
Proximity
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Mood
Age
Gender and Income
Time
General Interior Design
Organizing of merchandise and equipment within the store
Point of sale promotional materials
Display of merchandise
When it comes to go about identifying which consumer segment shows more
impulse buying behavior we came across that strivers shows maximum impulse
buying behavior because they are the one who are not aware of what they wanted
at times they go for shopping and also their decision shifts when they reach to
shopping destinations. Hence, our hypothesis rejected and strivers shows
maximum impulse buying behavior.
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QUESTIONAIRE:
AGE 20-30 30-50 50-60 70-80
GENDER MALE FEMALE
OCCUPATION
PAY SCALE 10,000-30,000 40000-60000 70000-90000
# QUESTIONS Strongly
Agree
Somewhat
Agree
Somewhat
Disagree
Strongly
disagree
1
I care about my image as anexpression of character and taste
(Innovators).
2 I must admit that I like to showoff (Strivers)
3 I like my life to be pretty much
the same from week to week.
(Believers)
4 I am very interested in how
mechanical things, such as
engines, work. (Makers)
5 I must admit that my interests
are somewhat narrow andlimited (Survivors)
6 I follow the latest trends andfashions. (Experiencers)
7 I like being in charge of agroup.
( Innovators)
8 I like the challenge of doing
something I have never done
before. (Experiencers)
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9 I try to complete my job even Ihave to sit after office
hours.(Achievers)
10 I emulate styles of people I
admire (Strivers)
11 I would like to understand more
about how the universe works.
( Thinkers)
12 I prefer value to luxury.
(Makers)
13 I choose products that
demonstrate success to mypeers. (Achievers)
14 I tend to often read about publicaffairs and education (Thinkers)
15 I consider myself slow, when it
comes to changing habits.(Believers)
16 I am primarily concerned aboutsafety and security (Survivors)
17 I buy only what is on my
shopping list?
18 I tend to buy clothing if I reallylike it?
19 I am less concerned with the
price of clothing?
20 I consider visual display of
products affects the desirability
of those products.
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1. What is the highest level of formal education you have completed?
Grade 8 or less
Grades 911
High School or equivalent
1 to 3 years of college or technical school
College graduation (4 years)
Attended or completed graduate school
2. Are you a student currently enrolled at a college or university?
Yes
No