arm report zaheer
Post on 05-Apr-2018
233 Views
Preview:
TRANSCRIPT
-
7/31/2019 ARM Report Zaheer
1/29
Table of Contents
Table of Contents .............................................................................................. 1
Preface
This report focuses on the consumer behavior research. The topic is impact of designerbrand on consumer purchase. We designed this report to provide a brief description about
the factors that influence the designer purchase. We also analyze the factors for which the
consumers not purchasing it. In addition to it, this report includes about the analysis that
what are the end results and perception of the people about the brands, and what are themore suggestions about it. We all have tried our level best to fulfill all the requirements
mentioned to us. Now its depend upon the reader to read it carefully and understand what
we want to communicate.
1
-
7/31/2019 ARM Report Zaheer
2/29
Acknowledgement
We wish to express our sincere gratitude to Mrs. Saiqa Imtiaz and Mr, Imdadullah institute
of management sciences ,BZU Multan , for providing us an opportunity to do our work on
consumer research. This project bears on imprint of three group members. . we sincerelysay thanks to our project guide Mr Imdadullah Department of Management sciences, for
guidance and encouragement in carrying out this project work. For their kind co-operation
to the completion of our project work. We want to express a sense of gratitude and love to
our friends and our beloved parents for their manual support, strength, and help and for
everything.
Regards
Zaheer Abbas
Muhammed Ajmal Ghaffar
Usama Leghari
2
-
7/31/2019 ARM Report Zaheer
3/29
Area of Proposed ResearchThe area of proposed research is Consumer Behavior.
IntroductionConsumer behavior is "The study of individuals, groups, or organizations
and the processes they use to select, secure, use, and dispose of products,services, experiences, or ideas to satisfy needs and the impacts that theseprocesses have on the consumer and society
. It blends elements from psychology, sociology, socialanthropology andeconomics. It attempts to understand the buyer decision making process, bothindividually and in groups. It studies characteristics of individual consumers suchas demographics and behavioral variables in an attempt to understand people'swants. It also tries to assess influences on the consumer from groups such as
family, friends, reference groups, and society in general. Nothing is more difficult and therefore, more precious, than to be able todecide is quoted to be the words of Napoleon. This is amply true in the case ofconsumer too. It is for this reason that the marketers are bound to have a fullknowledge of the consumer buying decision process.
We are doing research in the area of consumer behavior because the study ofconsumers helps firms and organizations to improve their marketing strategiesby understanding issues such as how
The psychology of how consumers think, feel, reason, and select between
different alternatives (e.g., brands, products, and retailers);
The psychology of how the consumer is influenced by his or herenvironment (e.g., culture, family, signs, media);
The behavior of consumers while shopping or making other marketingdecisions;
Limitations in consumer knowledge or information processing abilitiesinfluence decisions and marketing outcome;
How consumer motivation and decision strategies differ between productsthat differ in their level of importance or interest that they entail for theconsumer; and
How marketers can adapt and improve their marketing campaigns andmarketing strategies to more effectively reach the consumer.
3
http://en.wikipedia.org/wiki/Psychologyhttp://en.wikipedia.org/wiki/Sociologyhttp://en.wikipedia.org/wiki/Social_Anthropologyhttp://en.wikipedia.org/wiki/Anthropologyhttp://en.wikipedia.org/wiki/Economicshttp://en.wikipedia.org/wiki/Demographichttp://en.wikipedia.org/wiki/Consumerhttp://en.wikipedia.org/wiki/Psychologyhttp://en.wikipedia.org/wiki/Sociologyhttp://en.wikipedia.org/wiki/Social_Anthropologyhttp://en.wikipedia.org/wiki/Anthropologyhttp://en.wikipedia.org/wiki/Economicshttp://en.wikipedia.org/wiki/Demographichttp://en.wikipedia.org/wiki/Consumer -
7/31/2019 ARM Report Zaheer
4/29
We are conducting research on designer brand industry to know how thedesigner brand influence the purchasing decision of consumers. What are thefactors that motivate them to purchase designer brand and what are the reasonsto the people who do not purchase designer brands.
TitleThe impact of designer brand on consumer behavior.
Research Objectives This study aims to understand the factors which motivate the purchase of
designer brands.
To know the reasons why people do not purchase designer brands.
To illustrate the importance of designer brands.
Understanding how past experiences affect the buying decisions.
Analyze whether consumers are satisfied or not with the designer brands.
Research QuestionsWhat is the impact of designer brand on consumer behavior?What are the factors that influence the buying decision withregards to the designer brands?
Research MethodologyWe are going to conduct qualitative research because in this research we
have to study the behavior of consumers. The suggested methodology in thisstudy is the use of survey, interviews and questionnaire. The essence of the
suggested methodology is to manage to target the objectives mentioned in thisstudy.
Sampling TechniqueWe will use convenience sampling because our sample consists of people
of Multan to whom we have an easy access.
Sample SizeThe sample size for this study is 30 consumers.
4
-
7/31/2019 ARM Report Zaheer
5/29
Hypothesis1. There is high impact of income on the designer brand.
2. Economic limitation is the main reason of not purchasing the designer brand.
3. There is an impact of culture on the purchase of consumers.
4. There is a significant impact of personality on consumer purchase.
5
-
7/31/2019 ARM Report Zaheer
6/29
SPSS Data Analysis
Regression
Model Summary
Model R R Square
Adjusted R
Square
Std. Error of the
Estimate
1 .783a .613 -.160 1.272
ANOVAb
Model Sum of Squares df Mean Square F Sig.
1 Regression 17.956 14 1.283 .793 .664a
Residual 11.317 7 1.617
Total 29.273 21
Coefficientsa
Model
Unstandardized Coefficients
Standardized
Coefficients
t Sig.B Std. Error Beta
1 (Constant) -5.560 13.368 -.416 .690
Age of the respondents -.082 .841 -.041 -.097 .925
Marital status of the
respondents
.902 1.515 .268 .595 .571
Income of the Respondents .180 .982 .102 .183 .860
education if you are studying
then where
.719 2.574 .130 .280 .788
how many times you visit a
designer outlet in a month?
.220 .574 .172 .383 .713
if you purchase designer
product then which factor
motivates you?
.545 .859 .346 .634 .546
6
-
7/31/2019 ARM Report Zaheer
7/29
Coefficientsa
if you dont purchase the
designer brand then why?
-.537 .752 -.413 -.714 .498
what makes different
designer brand with others?
.821 .540 .692 1.520 .172
in which category you lie? -1.028 1.292 -.407 -.796 .452
is there any influence of
shopping environment on the
purchase of designer brand?
.907 1.480 .329 .612 .560
is there any influence of your
peer group on your
purchase?
1.080 .674 .826 1.604 .153
occasions increase the
puchase of designer brand?
.079 .591 .074 .133 .898
there is influence of culture
on purchase behavior of
designer products?
.345 .524 .308 .658 .531
your personality has influence
on your purchase?
-.441 .688 -.276 -.641 .542
Mean
Statistics
gender of the respondents
N Valid 22
Missing 0
Mean 1.95
Std. Deviation .213
7
-
7/31/2019 ARM Report Zaheer
8/29
8
-
7/31/2019 ARM Report Zaheer
9/29
Statistics
Age of the respondents
N Valid 22
Missing 0
Mean 1.82
Std. Deviation .588
9
-
7/31/2019 ARM Report Zaheer
10/29
Statistics
Marital status of the respondents
N Valid 22
Missing 0
Mean 1.14
Std. Deviation .351
10
-
7/31/2019 ARM Report Zaheer
11/29
Statistics
Income of the Respondents
N Valid 22
Missing 0
Mean 1.50
Std. Deviation .673
11
-
7/31/2019 ARM Report Zaheer
12/29
Statistics
education if you are studying then
where
N Valid 22
Missing 0
Mean 2.95
Std. Deviation .213
12
-
7/31/2019 ARM Report Zaheer
13/29
Statistics
how many times you purchase a
designer brand product in one month?
N Valid 22
Missing 0
Mean 2.18
Std. Deviation 1.181
13
-
7/31/2019 ARM Report Zaheer
14/29
Statistics
how many times you visit a designer
outlet in a month?
N Valid 22
Missing 0
Mean 1.91
Std. Deviation .921
14
-
7/31/2019 ARM Report Zaheer
15/29
Statistics
if you purchase designer product then
which factor motivates you?
N Valid 22
Missing 0
Mean 1.91
Std. Deviation .750
15
-
7/31/2019 ARM Report Zaheer
16/29
Statistics
if you dont purchase the designer
brand then why?
N Valid 22
Missing 0
Mean 2.41
Std. Deviation .908
16
-
7/31/2019 ARM Report Zaheer
17/29
Statistics
what makes different designer brand
with others?
N Valid 22
Missing 0
Mean 2.32
Std. Deviation .995
17
-
7/31/2019 ARM Report Zaheer
18/29
Statistics
in which category you lie?
N Valid 22
Missing 0
Mean 1.86
Std. Deviation .468
18
-
7/31/2019 ARM Report Zaheer
19/29
Statistics
is there any influence of shopping
environment on the purchase of
designer brand?
N Valid 22
Missing 0
Mean 1.23
Std. Deviation .429
19
-
7/31/2019 ARM Report Zaheer
20/29
Statistics
is there any influence of your peer
group on your purchase?
N Valid 22
Missing 0
Mean 2.64
Std. Deviation .902
20
-
7/31/2019 ARM Report Zaheer
21/29
Statistics
occasions increase the puchase of
designer brand?
N Valid 22
Missing 0
Mean 2.09
Std. Deviation 1.109
21
-
7/31/2019 ARM Report Zaheer
22/29
Statistics
there is influence of culture on
purchase behavior of designer
products?
N Valid 22
Missing 0
Mean 2.41
Std. Deviation 1.054
22
-
7/31/2019 ARM Report Zaheer
23/29
Statistics
your personality has influence on your
purchase?
N Valid 22
Missing 0
Mean 1.45
Std. Deviation .739
23
-
7/31/2019 ARM Report Zaheer
24/29
Interpretation
As in our hypothesis we mentioned that income has great influence on consumer purchase.As the designer brands are more costly so it can be afforded by high class. And the analysis
also shows that the people who have more income purchase more designer brand in a
month. As the mean of income is 1.5.Our second hypothesis is that economic limitation is the main reason for not purchasing
designer brand and this hypothesis also supports our first hypothesis. And the data we
gathered also shows that main reason for not purchasing designer brand is economiclimitation. Mean of this is 2.41.which shows that respondents answered 2 option which is
economic limitation.
Our third hypothesis is that our culture has a great influence on consumer purchase and
SPSS data analysis also shows that culture has strong influence on consumer purchase. The
mean is 2.41.which shows the strong relation.Our fourth hypothesis is that personality has significant impact on consumer purchase.
SPSS data analysis also shows that personality has very strong impact. Mean is 1.45 whichshows that respondents are strongly agree. So personality has very strong impact on
purchase.
The trend of purchasing designer brand is also normal. As graph shows that respondentsmostly buy 2 times in a month.
The reason for designer brand purchase is social class. The graph shows that the social
class is main reason for purchase of designer brand.Style is the main factor which makes designer brand different from others. Mean is 2.32
which shows that style is main factor. Graph also shows that.
The consumption behavior is fixated. The mean is 1.86 which shows the fixatedconsumption behavior of respondents. Graph also shows the same results.SPSS data analysis shows the result that shopping environment has positive impact on
consumer purchase. Mean is 1.23. Graph also shows this.
SPSS data analysis shows that peer group has strong influence on consumer purchase.Mean is 2.64 which shows the influence of shopping environment. Graph also indicates
this.
SPSS analysis shows that occasions have influence on consumer purchase. Mean is 2.09and graph also indicates this.
24
-
7/31/2019 ARM Report Zaheer
25/29
Findings
The impact of designer brand on consumer purchase is very significant. The main factorsthat influence the designer brand purchase are income and social class. Normally the
people purchase designer brand due to their social class. And the people who dont
purchase designer brands are due to economic limitations.The respondents also suggest that designers should reduce their prices. They say that
designer brands are too expensive. So it is our recommendation that designers should have
different categories of their products with different prices so people easily afford it andpurchase designer brands.
25
-
7/31/2019 ARM Report Zaheer
26/29
IMPACT OF DESIGNER BRAND ON CONSUMER PURCHASE
Questionnaire
1. Name: _______________
2. Age: _______________
3. Gender
a. Male b. Female
4. Marital Status
a. Single b. Married
5. Income
a. 30,000-50,000 b. 51,-70000 c. 71,000-90,000
6. (Education) if you are studying then where
a. At School b. at College c. at University
7. How many times you purchase a designer brand product in a month?
a. 2 time b. 5 times c. more than 5 times d. zero
8. How many times you visit a designer outlet in a month?
a. 2times b. 5times c. more than 5 times d. zero
9. If you purchase designer product then which factor motivates you?
a. Advertising b. social class c. peer group d. Aesthetics
10. If you dont purchase designer brand then why?
a. Not feel comfortable b. Economic limitation c. No uniqueness d. quality
problem
11. What makes different designer brand from others?
a. Quality b. style c. fabrics d. designer name
26
-
7/31/2019 ARM Report Zaheer
27/29
12. In which category you lie?
a. Consumer materialism (seek lifestyle full of possession )
b. Fixated consumption behavior (specific in purchase of your interest )
c. Compulsive consumption behavior (addiction of buying)
13. Is there any influence of shopping environment on the purchase of designer
brand?
a. Yes b. No
14. Is there any influence of your peer group on your purchase?
i. Extreme influence
ii. Influenceiii. Somehow influence
iv. Not too much influence
v. No influence
15. Occasions (Like Eid , Birthdays, weddings) increase purchase of designer brand
i. Strongly agree
ii. Agree
iii. Neither agree nor disagree
iv. Disagree
v. Strongly disagree
16. There is influence of culture on the purchase of designer products?
i. Strongly agree
ii. Agree
iii. Neither agree nor disagree
iv. Disagree
v. Strongly disagree
27
-
7/31/2019 ARM Report Zaheer
28/29
17.You personality has influence on your purchase
vi. Strongly agreevii. Agree
viii. Neither agree nor disagree
ix. Disagree
x. Strongly disagree
18.What is your perception about designer brand?
19.What your past experience says about designer brand?
20. What are the deficiencies you find in designer brand?
21. What are the suggestions you want to give to designers?
28
-
7/31/2019 ARM Report Zaheer
29/29
Group Members and contributionDuring the preparation of report each member worked sincerely with his full effort. Wehave worked like a team and ensured equal participation .Due to this reason we have been
able to complete with in the due date.
Zaheer Abbas (Group leader) 33.34%
Usama Bin Riaz 33.33%
Ajmal Ghaffar 33.33%
top related