Marketing project

Female consumer buying behavior- branded

apparels

A case of university of the Punjab

 Female consumers’ buying behavior for branded
apparels

Contents:
1. Abstract
2. Introduction of consumer buying behavior
3. Background of consumer buying behavior
4. Problem formulation
5. Significance of study
6. Theoretical framework
7. Research objectives
8. Hypothesis and Research question
9. Literature review
a. Consumer buying behavior (dependent variable)
b. Brand image (independent variable)
c. Brand attitude (independent variable)
d. Willingness to pay premium (independent variable)
e. Self concept (independent variable)
f. Reference groups (independent variable)
10. Methodology
 a. Introduction
b. Research design
c. Population sample
d. Strategy of inquiry
e. Measurement of questions
f. Important tasks by respondents
g. Problems and errors in survey
h. Method
11. Validity and Reliability
12. Analysis
a) Introduction
b) Analysis and result
c) Pearson correlation
d) Multiple regression
e) One sample t test
13. Conclusion and recommendations
14. Limitations
15. Bibliography
Abstract:

This study focuses on the factors that affect the female buying behavior towards branded
clothes among the students of University of the Punjab. Buying behavior is the decision
making process and acts of people involved in buying and using products. For conducting
this study basically convenience sampling was used according to which about 220
questionnaires were distributed among university students from which 200 were received in
full. This study basically focuses on five variables that are brand image, brand attitude,
willingness to pay premium, self concept and reference groups. The statistical analysis of
these variables shows that all the variables are significant this means that all of these play a
significant role in affecting the usage of these sites but the brand attitude affects the most.
The second factor that affects the most is brand image, third is reference groups.

Key words: consumer buying behavior, brand image, brand attitude, willingness to pay
premium, self concept, reference groups

Introduction:

Brand is a name, sign, symbol, design or combination of them that identify the products of
one company and differentiate it from competitors.

The clothing industry is striving to increase its share of profit in the market. Branded clothing
has transformed the traditional interest of consumers in clothing. The study of brands has
always been very important for the marketers because it is very important and relates directly
with the consumers.

Marketers use brands to differentiate their products from others and to get a competitive
advantage over the competitors. (Wood, 2004)

Brands are very important for the consumers. Consumers select the brands and trust them as
they trust their friends and family in order to stay away from uncertainty and problems
related to quality. (Elliot, 2007)

The purpose of the study is to identify the important factors of branded clothes and their
impact on consumer buying behaviour. We have defined five factors of branded clothing i.e.
brand status, brand attitude, willingness to pay premium, self concept and reference groups.
And found its relationship with consumer buying behaviour. Reference group is taken as
mediating variable.
Background of the study:

The behavior that consumers show in searching for, buying, using, evaluating and disposing
of the products and services that they anticipate will satisfy their needs is called consumer
buying behavior. (lovelock, 2009)

The influence of the brand on the buying of a product is very effective. Now consumers are
very brand conscious. Consumers like branded products because they are fond of good
packaging, good quality etc. The people of all age groups prefer branded products. Both
males and females prefer branded products especially cosmetics, clothing and consumable
goods etc. But young people buy the branded products more than aged people. Consumers
purchase the branded products due to certain benefits provided by them like status symbol,
better quality, they are easily available and guarantee, warrantee etc. (Lamba)

Consumers purchase things to satisfy their needs. Some needs are basic needs like food,
clothes and shelter. There are also other needs that are not basic and are not essential for
survival of the people e.g. cars. These are wants. In the countries where the living standards
are very high a huge percentage of the salary is spent on wants. It is not necessary that the
person who buys the things is the same who uses the things.

The first step in consumer buying process is need recognition. Then he search for
alternatives. Then he evaluates the alternatives. Then he will choose the best alternative and
make the purchase. For the things that the consumers purchase in routine, they may skip
many steps and make the buying decision quickly. They may be loyal to a brand and will
always purchase the product of that brand e.g. coca cola drinkers will not purchase Pepsi. But
if the consumer is going to make a decision to purchase an important thing which may also be
more expensive e.g. car, then purchasing process will take more time. Customer may visit
one or more shops before making a purchase.

Many factors influence the decision making process. The influences are divided into three
categories: internal, external and marketing. Internal influences include perceptual filters,
knowledge, attitude, personality, lifestyle, roles and motivation. External influences include
culture, group membership and purchase situation. (Prakash)
For analyzing the consumer behaviour you have to consider internal and external factors. In
order to know about the behaviour you have to study the interaction of various influencing
factors. (moutinho, 1987) . (moutinho, 1987) Have studied about determinants of behaviour,
culture and reference group influence and the relationship between persons and their
environment, perceived risks and family decision processes.

Consumers buy things from those stores that are convenient for them and where extra
services are provided, where there is attraction for children and is affordable. Grocery items
are purchased from near shops. Fruits and vegetables are more frequently purchased because
they are perishable and grocery items are bought less repeatedly. (ali, kapoor, & moorthy,
2010)

Cyber marketers should understand the consumer behaviour before responding to the
consumer demand. (butler & peppard, 1998)

Customers are unaware of some brands and aware of some other brands. Brands with high
awareness are highly acceptable. If the consumers trust the quality of brands, consumers will
become loyal to the brand. Loyalty and trust are very important for the firms because in this
way customer swill not go to competitors. Buying decision of a consumer is influenced by
past experience, brand, quality and price. Many different factors influence the actions of the
customers. One factor is consumer environment which consists of advertisements, word of
mouth, packaging, price and appearance of product. These factors can affect the consumer
buying behavior. In order to affect the consumer, marketers should first analyze consumer
behavior. Customers purchase the brands because they have trust on the brand name and they
are aware of the brand performance and probably they have a good past experience with the
brand. Due to these things consumers will become brand loyal. A large number of people buy
brands because they believe that it is a status symbol. (Hasan, 2008)

Both brand image and advertisement are positively associated with consumer buying
behavior. (malik, et al., 2013)

The prices of branded products are more because of the worth of brands. People pay more for
branded products because they are not only purchasing the product; they are purchasing
experience, emotion, trend and style. Prices may also be more due to marketing of the
products. (Rubini, 2010)
The most important factor that affects the female buying behavior in Lucknow is self
concept. Females believe that the quality of branded clothes is better than clothes that are not
branded. (Bariar, 2012)

The influence of brands on consumer behaviour is different in females and males. People
who have less pay, the impact of brands on consumer behaviour are greater. The impact of
brands on consumer behaviour of females is more than males. (Bhattacharya & Mitra)

Social factors that affect the purchase decisions are culture, social class, reference groups,
age, educational level, gender. Psychological factors that affect the purchase decisions are
motives, learning, perception, personality. Marketing factors that affect the purchase
decisions are influence of sales person, advertisement, product, and price. (jeraisy, 2008)

Women purchase brands that have huge name, fashionable looks and style. Now those brands
are dominant in markets which were never considered by people in the past due to their prices
and thinking. Both the young women and working women are brand conscious. Some reasons
due to which women are brand conscious are the prices and wide promotion of the brands. A
woman makes the purchases for herself, her family and for her business and she is brand
conscious. So women are worthwhile segment. Older women are more brand conscious than
the women of middle age. The reason is their experience with their desired brand. (Sundari,
2014)

Problem formulation:

To determine the impact of brands on female consumers’ buying behavior by considering the
following variables:

1. Brand image
2. Brand attitude
3. Willingness to pay premium
4. Self concept
5. Reference groups

This study is basically carried out in university of the Punjab.

Significance of the studdy:

This study is carried out to find out the factors affecting female consumers buying behavior
for branded apparels. In this study reference group is taken as a mediating variable. It means
that the impact of brand image, brand attitude, willingness to pay premium and self concept
on female consumer buying behavior in the presence of reference groups that may include
family, friends, peers etc. This study will help to understand the factors that may be useful
while finding out the reasons behind the female consumers buying decisions they make while
purchasing the branded apparels. It is more useful because nowadays, as everyone know,
branded apparels are in demand.

Theoretical framework:

This study explores the relationship between female consumers’ buying behavior taken as a
dependent variable and brand image, brand attitude, willingness to pay premium and self
concept taken as independent variables, in the presence of reference groups taken as
mediating variable.

Research objective:

To find out the factors affecting female consumers’ buying behavior towards branded
apparels specifically in university of the Punjab.

Specific objectives:

Following are the specific objectives:

• Brand image affects the female consumers’ buying behavior of branded apparels
• Brand attitude affects the female consumers’ buying behavior of branded apparels
• Willingness to pay premium affects the female consumers’ buying behavior of
branded apparels
• Self concept affects the female consumers’ buying behavior of branded apparels
• Reference groups affect the female consumers’ buying behavior of branded apparels

Research question and hypothesis:

Research question:

• Is brand image playing an imperative role in affecting female consumers’ buying

behavior?
• Is brand attitude playing an imperative role in affecting female consumers’ buying
behavior?
• Is willingness to pay premium playing an imperative role in affecting female
consumers’ buying behavior?
• Is self concept paying an imperative role in affecting female consumers’ buying
behavior?
• Is reference group playing an imperative role in affecting female consumers’ buying
behavior?

Hypothesis:

H1: A significant and positive relationship exists between brand image and female
consumers’ buying behavior.

H2: a significant and positive relationship exists between brand attitude and female
consumers’ buying behavior

H3: A significant and positive relationship exists between willingness to pay premium and
female consumers’ buying behavior

H4: A significant and positive relationship exists between self concept and female
consumers’ buying behavior

H5: A significant and positive relationship exists between reference groups and female
consumers’ buying behavior.

Literature review:
Consumer buying behavior:

The first dependent variable of this study is female consumer buying behavior on apparel. In
this study we are focusing on female buying behavior and factor that affects female buying
behavior. The factors included in this study are brand status, brand attitude, willingness to
pay premium, self concept, one factor which is taking as mediating variable is reference
group and consumer buying behavior which is influenced by brand and it has great
importance in Pakistan. Fashion industry includes clothing, cosmetics, footwear, and jeweler.
This research study focuses on clothing segment. Women are more brand conscious than
quality. They focus on the status or image of the product rather than the good quality of the
product.

Definition of consumer buying behavior:

Buying behavior is the decision making process and acts of people involved in buying and
using products

Realizing consumer behavior:

Consumer buying behavior means when, how, where and when people buying products in
simple words it mean decision making process of customers about purchasing products both
in individuals and groups.

To understand consumer buying behavior first we need to understand.

➢ Why consumer do purchase they do?

➢ The factors which influence consumer purchase.
➢ And the changing factors in our society.

Firm has to analysis buying behavior due to following reasons:

➢ Firm success is greatly depending upon the buyer’s reaction to a firms marketing
strategy.
➢ Firm should create marketing mix that satisfies consumers. Therefore the firm need
to analysis where, when, what, and how consumer buy.
➢ Marketers can better forecast how consumer will respond to marketing strategy.
Stages of buying process:
There are six stages to consumer buying decision process. But not all decision making
process stage do not lead to purchase and all decision making process does not include all
stages.

1. Need recognition:
Need recognition means awareness of needs. It means the difference between
the desired state and the actual condition.

For example:

Hunger-(food) hunger rouses your need to eat.

Another example:

See a commercial for a new pair of shoes roses your need of heaving new a
new pair of shoes.

2. Information search:
There are two types of information search.

➢ Internal search:
Internal search refers to memory. That means your past purchase experience.
➢ External search:
External search is important if you need more information. External sources
are relatives and friends.

A successful information search leads to possible alternatives from where customer can buy
the product of there need. External search is important when a customer want to purchase any
branded expensive product. Because in such type of purchase financial risk is involve.

For example:

Let go with the above example in which a person recognize his need of eating food. In that
case if you want to go out for eat. Suggested set of alternatives are:

• Continental food
• Chinese food
• Thai food
 • Burgers and other food.

3. Evolution of alternatives:
In this stage you need to establish criteria for evolution. While evaluating considers the
characteristics buyer wants and features buyer does not want. Assign weights or rank
alternatives.

For example:

You searched all possible alternatives. Then rank them according to your preferences. And
then decide you want to eat something light in this case Chinese food get highest rank.

4. Purchase decision:
In purchase decision stage customer decide and choose buying alternative. From where you
want to purchase include store, product, service method, and package.

5. Purchase:

Something purchase may differ from the purchase decision due to different reasons product
availability, and lapse of time between stage 4 and stage 5.

6. Post purchase evaluation:

This is the last stage in which consumer evaluate whether he or she is satisfied or dissatisfied.
For example:

Let take the above example. After eating Chinese food you feel that if you eat continental
food you would feel more satisfied. (chapter 6 class notes)

Types of consumer behavior:

Based on the type of product that is intended to purchase there are four main types of
consumer buying behavior.

1. Complex buying behavior:

Complex buying behavior is the behavior where consumer wants to buy branded product and
search for a lot of information before purchasing the product.
2. Habitual buying behavior:
Habitual buying behavior is buying behavior where customer purchases any product out of
habit.

For example:

When consumer purchase the product of daily use like salt, sugar, bread, egg etc the behavior
shown by consumer is known as habitual buying behavior.

3. Variety seeking buying behavior:

Variety seeking behavior is consumer behavior where people want to experiment different
product by purchasing same product of different brand.

For example:

A person wants to experiment different cakes so he purchase cakes from different bakeries.

4. Dissonance reducing buying behavior:

Dissonance reducing buying behavior is behavior where customer is going to buy highly
expensive product and consumer is highly involved in purchasing process.

For example:

Where you are going to buy bridle dress the behavior you show is dissonance reducing
buying behavior.(types of buying behavior, 2013)

Factors that affect consumer buying behavior:

There are four basic factors that effect consumer buying behavior. To understand how these
factors affect consumer buying behavior first you have to understand following points.

➢ How customer reacts?

➢ What are the factors that motivate customer to buy?
➢ Why he will choose product or brand over other?
Discuss below are the four main factors that affect consumer buying behavior.

1. Cultural factors:
There are different components that affect consumer behavior are coming from culture. And
cultural environment from which customer belongs.
Cultural and societal environment:
When it comes to understanding the needs of customer culture is very important. An
individual is influenced by his family, relatives, friends, and cultural environment throughout
his existence. It is important to consider all factors that are inherent to each market, for a
brand.

For example:

McDonald’s is a bright example of alteration to the specificities of each culture and each
market.

Social factors:

The factors that influence consumer behavior socially are consisting of three categories that
are reference group, families and social roles and status.
For example:

If a person is satisfied by buying q mobile but he buys Samsung mobile due to reason that his
family influences him to buy Samsung mobile.

Personal factors:
Each customer personal characteristics also influence his decision making and buying
behavior. Personal characteristics are such as Personality and self concept, lifestyle,
purchasing power and revenue, age and way of life.

For example:

It is more than possible that buying habits of a person living in Pakistan is different from the
buying habits of a person living in England.

Psychological factors:
Psychological factors also influence consumer buying behavior. Psychological factors are
divided in four categories that are Motivation, perception, learning as well as beliefs and
attitudes.

For example:

If a customer believes that if he drink coke it is not good for his health then he will not drink
coke.
Brand image:

Kwon and Lennon quoted Keller 1993, that, brand associations in customers’ memory create
the brand image which can be defined as the emotions that a customer holds about a
particular brand. These perceptions can either is reasoned i.e. having a strong reason behind
thinking in a particular way it can just be emotional. (kwon & lennon, 2009).

The image of the store strongly affects the brand image which then can be used by the
consumer to build an impression about a particular store or a brand. The brand image in turn
creates brand loyalty that creates greater willingness to pay premium and strong feeling of
affiliation and liking. (kwon & lennon, 2009)

Nowadays, brand image considered to be a powerful tool to attract the customers and thus
creating brand loyalty as a result. (sudzina, 2014)

In the study quoted above, the brand image of shoes was studied to have an impact on
consumer buying behavior. But that can also be related to our study that is being conducted to
find out brand image of apparels on female consumer buying behavior. Previously dresses
were only used to fulfill utilitarian needs but now they are considered to be a status symbol or
something that show they class of people wearing them. Today they satisfy hedonic needs
rather than the rational ones.

Nowadays the customers consider brands as a social symbol or what defines their class.
Today’s customer focuses more on perceived quality rather than the actual one. They don’t
react to reality but perceived reality. (maurya & mishra, 2012)

On one hand the brand image persuades a customer to make a purchase decision similarly the
negative impressions about a particular brand can harm trust and confidence of customers
that they place in a particular brand. These negative impressions can be named as brand
crisis. (dawar & lei, 2009)

It has become evident through researches that brand reputation or brand image is becoming
increasingly important. Therefore, to be successful and profitable the brand should have a
positive image or reputation.
Reputation of a particular brand is much more than just satisfying a consumer. It is not
anything that can be established instantly rather brand image requires a great deal of time to
establish rather it would not be an exaggeration to say that the companies have to earn the
image or reputation for their brands.

Brands with positive image or reputation are likely to attract more customers as compared to
the one with a negative reputation and thus leaving the organization much more profitable.
Image is a strong factor in creating a perceived quality or brand attitude among the customers
because customers always consider that the products or services being provided under a
particular brand name will always have the same quality. (veloutsou & moutinho, 2009)

Female consumers’ buying behavior is strongly affected by the brand image that the
customers have in their mind. They consider highly priced brands to be much better in quality
as compared to the non branded products. They are much more conscious for the branded
products because, as stated earlier, they consider these brands as a status symbol and a way to
create a position in the society. (malik, ghafoor, & noman, 2013)

Consumers prefer high quality brands as they consider them to be more trustworthy.
Moreover in today’s world there’s a greater focus on affluence and these branded products
allow the customers to present their class, their status and their affluence. That’s why the
variable brand image is included in our study. (thompson, newman, & liu, 2014)

Nowadays the customers are not purchasing the product but the image associated with it thus
it is very important that the brand should have a positive image and not a negative one so that
it can attract more customers. The brand image can be strengthened by various strategies that
may include advertising, better customer services, word of mouth and much more.

Moreover brand image is quite helpful in creating a unique position of a particular product or
service apart from its competitors. (shehzad, 2012)

So from the ongoing discussions that have been taken from various sources it is evident that
brand image is really very important for the customers spending a great deal of money, time
and energy in buying these branded products.
Brand Attitude:

Another factor that can affect the buying behavior of consumers is brand attitude thus, we
have also included it in our study so that it can be verified that whether or not it have a
positive impact on our dependent variable i.e. female consumer buying behavior.

Brand attitude is basically the opinion of the customers towards a particular brand. It can be
determined through conducting market research. The brand attitude provides the answer to
the question that what the consumers think about the particular product or service, like
whether or not the product or service of a particular brand satisfy the consumers’ needs and
give them what they want. This knowledge is helpful in the sense that it helps in running
advertising campaigns. (all business)

Brand attitude is considered to be a factor initiating consumer buying decision therefore the
marketers should consider on the activities creating a positive brand attitude. Attitude is
basically based on the product’s attributes. To create a positive brand image the consumers
must believe that the product or service of a particular brand is able to meet their needs and
satisfy their demands.

Attitude is not something that is innate it means that it can easily be changed through various
strategies that may include convincing advertisements to make the customer realize that they
are in a big need of the particular product or service. Researches support that positive attitude
towards advertisements results in a positive attitude towards a brand in case of unfamiliar
brands but nothing can be said about the familiar brands where a brand attitude is already
established.

In addition to the advertisements the consumers’ attitude towards a particular brand can also
be altered by pointing out its relationship with particular social group.

According to a study the brand attitudes can be of two types i.e. personal and impersonal.
Personal is a long term while impersonal is short term attitude towards a brand. Its
impersonal that can be easily influenced by advertising or relationship with social groups.
(westberg, 2004)

Brand attitude of a customer reflects his or her confidence in a particular brand that the
product or service is able to fulfill his or her demands. This confidence comes from previous
experience with the branded product or service.
Brand attitudes can be positive or negative depending on a series of factors including the
importance of a particular brand for the customers. If a consumer considers a particular brand
as important as his or her life then obviously he or she will have a positive attitude towards
that brand. Positive brand attitude is directly related with the customers’ intention to purchase
that’s why it is include here as a variable. (zeb, rashid, & javeed, 2011)

While making a purchase decision female consider many things which may include ease of
mobility, colors, current trends, fabric and the most important thing that is being considered
nowadays and is the first priority of most consumers is the brand name. Today’s status
conscious customers develop a positive brand attitude towards the brands that are helpful in
creating a strong image in society among their fellows. (zeb, rashid, & javeed, 2011)

Positive attitudes are formed when the customers are satisfied with their past experience with
the product or service. One of the advantages of building a positive brand attitude is that it
helps the firm to attain brand loyalty. This means that the customers will make repeat
purchases at the store and it will also increase the volume of purchases. Moreover it will also
attract the customers towards other products being offered other than the apparels only.

For example, customers loyal to Gul Ahmad will buy its apparels as well as other product
being offered.

A positive brand attitude results in overall good reputation of the firm and thus allowing the
firm building better relations with the consumers as well as other firms. (jong, 2011)
Willingness to pay premium

It is the third independent variable of our study in which we explain the relationship between
willingness to pay premium and female consumer buying behavior. In this study we will also
explain the effect of willingness to pay premium on female buying behavior. Willingness to
pay premium has positive relationship with consumer involvement in fashion clothing.

Meaning of willingness to pay premium:

It is the practice of creating artificial high price which can make the perception among the
buyers based on prices. This help the buyers to assumed that expensive items enjoy an
exceptional reputation and represent exceptional quality or distinction. Luxury has a
psychological association with premium pricing. The implication for marketing is that
consumers are willing to pay for certain goods and not for others. So it means marketer have
to create the brand for which people are unwilling to pay extra. premium -pricing

Importance for marketers:

It has greater importance for marketers to be familiar with the consumer consumption
behavior to understand consumer's self perception, self consumption and self image. When
consumer takes any buying decision they are influenced by their self image. People want to
purchase those products which build their better image in the eyes of other people. People use
fashion related products to show their self image and for this reason they are ready to pay
premium and due this they buy branded products. So the relationship exists between
willingness to pay premium and consumer involvement in fashion is positive. Influence

Reasons due to which people are willing to pay premium:

Consumer pay extra for many reasons such as quality, brand status, value differentiation,
emergency and unique features of product.

Quality:
One of the main reason due to which people pay extra is quality. Some people are focus on
quality more than price. Price is not so important for them as quality and they are willing to
pay premium for good quality.
Brand status:

Some people are brand conscious and purchase only branded items. And for this they are
ready to pay premium. Because they think that they are purchasing products for creating their
better image.

Emergency:
And in some cases where people are in emergency they also pay more premiums due to
hurry. People want to purchase products quickly and do not bother on prices.

Value differentiation:
People also pay extra because of value differentiation this mean the value of product is
different among people. While purchasing some people pay importance to quality some pay
importance to price so the value of product varies among people. role of brand on consumer
buying behavior.
Self concept:

The way in which some one defines himself is self concept. It is answer to the question that:
“who I am.” E.g. I am a professor or I am a student

Baumeister (1999) has defined self concept as “the belief of a person about himself. It also
involves the individual’s attributes and who he is.”

People vary in their propensity to hold self schemas and due to this difference the behavior of
persons towards the things related to the schemas is also different.

The relationship between self concept and consumer buying behavior is studied in many
researches. E.g. According to (MUSANJE, 2012) There is a positive association between self
concept and buying behavior.

The self concept of female consumers will have positive influence on consumer behavior. If
the self concept of the consumer is strong, she will buy more. Consumers who have strong
self concept will be more confident and victorious in their jobs. (Lengler, Moyano, &
Callegaro)

Self concept has two components. Actual self and ideal self. Actual self means the view of a
person about what he is. Ideal self means person’s view about what a person want to be.
Actual self and ideal self are linked with each other.

Actual self e.g. I am an average student. Ideal self e.g. i want to be an engineer. So actual self
is what you actually are and ideal self is what you want to be.

When a person matches his personality with the personality of the product and brand, “actual-
self”, come into play. And when a person match the personality of the brand with the
aspirational group “ideal-self” will come into play. Consumers will purchase those products
that match with their personality. (Sahney)

Consumers choose those brands that have their ideal self concept or social self concept.
(Kotler & Keller 2005).

The concept of self concept is not explored more. It should be further investigated. (M, 1982)

Many researchers have recommended that brands also have personalities like humans and
marketers should match the brand with the personality of consumers. (plummer, 1985)
Personality and self concept describe the consumers. They are created by social
environments, routine behavior, resources and native personality traits (Schiffman, 2001)

The buying of products by the consumers is relevant to their self concept so the markets
should be identified by the marketers in terms of separate self concept groups. Consumers
perceive that what products are right and what are wrong for them. This identification
enhances the effectiveness of the marketing management attempts. Self concept allows the
marketers to know about components of consumer decision making that motivate the
consumers to buy the things. (O'Brien, Tapia, & Brown, 1977)

Consumers build up their self concept and change them on the basis of interface between
psychological and social dimensions. Buying decisions of the consumers are vital for the
improvement and preservation of an even self-concept. Self concept has effect on the
selection of brand and the place from where it is purchased. (Ferrell, 2011)

Personality and self concept affect the focus group. Self concept is a personal factor that can
influence the consumer buying behavior. Self concept is closely related to personality.
(Nagarkoti, 2009)

Self concept of the individual is the reflection of his attitude towards himself. It will direct
the buying decisions. (solomon, bennett, & previte, 2013)

Persons who have positive self concept have confidence and lay down goals that they can
actually attain. Attaining the goals will strengthen the positive self concept. Self concept will
change when the profession, knowledge, skills etc of the individual change. (chapter 15
cengage .com)

Self concept is the fundamental feature of you. It is also a vital aspect of our social identity.
Self concept is a many-sided composition. It is vital for the marketers to impact of self
concept. In this way they will understand what influences the persons to discover more.
Persons with high self concept will have investigative behavior improve their self image.
(Kewlani Swati, 2012)
Reference groups:

Reference groups consist of social groups, work groups, family and close friends. They are
the groups that a consumer identifies with and he may want to join. These reference groups
affect the attitude and behavior of consumers. If you want to become a player of any sport, it
means that you have inspirational reference group. Due to this, for instance, celebrities like
Michael Jordan have been hired by Nike to promote the products of the firm. It is also
possible that there are some groups which the consumer doesn’t like and he doesn’t want to
be linked with such groups. (tanner, jr, & Raymond)

A group to which a person does not belong but desires to be a part of, can also influence him.
These groups are called aspirational groups. These groups will directly influence the
consumers who want to be a part of this group. Such consumer will try to buy the same
products. For example, a teenager may want that shoes or mobile which is used by the group
of famous guys in his university (aspirational group) so that he may be acknowledged by that
group. A large number of brands look at the initiator or the influencer to extend the usage and
buying of the products in social group. If the social groups are small then they do this through
inside people of the groups and if the groups are large, then they do this through partnership
with celebrities, musicians or sportsmen etc. (The 4 factors influencing consumer behavior,
2013)

Reference groups serve up as a point of comparison and they are sources of information for
the consumer. Consumers alter their behavior so that it may be more consistent with the
behavior of the group members. Due to this marketers use celebrities and sportsmen in
advertisements. (abraham, july 2011) E.g. Q Mobile uses celebrities in its ads. And the
people who like those celebrities will purchase that product. Another example is the ad of
Nestle Nesvita.

FAMILY:

It is the most important reference group. Family has great influence on buying behavior. Your
consumption pattern is same as your parents. The things which you buy are the same that
were bought by your parents. A person will also buy that brand of soap which his parents
used to buy. It is also true in case of the brand of politics.

Companies want to know about those family members that influence the purchases. Children
influence the purchases of their parents. (tanner, jr, & Raymond)
The things which a person sees from childhood become his routine. A woman from a
traditional family will always choose to wear salwar suits rather than western dresses. In the
festivals or marriages parents want their children to wear traditional dresses even if they want
to buy something else. After wedding the partner of the person influences the purchase
decisions. There will be discussion between the partners before purchasing something
important. A bachelor will not purchase insurance policies but after marriage it will become
his main concern. Both males and females want to spend on different things but when they
come together, they will jointly make a decision about what to buy and not to buy. A person
will purchase chocolates, sweets, toys etc when he has children. They will purchase
medicines etc for their parents. (Role of Family in Consumer Behaviour)

More than $86 million were used up by advertisers to convey their messages to children
because they influence the purchase decisions of their parents. (Sunil Mehrotra, 1977)

Reference groups affect the persons both positively and negatively which will then influence
the buying behavior of consumers. Marketers should pay attention to the requirements of the
persons who are a part of reference groups. If a group member likes a product then he will
tell other group members about the product (shakir, shakir, & zaman, 2012)

The influence of reference groups on consumer buying behavior is greatest in case of a

luxury product. E.g. elite will purchase that product that will make him different from other
people. But those who follow their choices will also purchase those products. (Amaldoss &
Jain, 2008)

The influence of the reference groups differs from product to product. E.g. for the products
which are visible the effect of reference groups will be higher. (V.Mahalakshmi, 2013)

Membership groups are those groups to which a person belongs. The level of influence
differs based on persons and groups. Although it is observed that Members who belong to
same groups consume same things. (The 4 factors influencing consumer behavior, 2013)
Methodology
Introduction
Methodology means the selection of correct model out of various choices for planning and
implementing for our research. As research had to undergo various activities like preparing
appropriate models, case to study, data gathering techniques, format of data analysis selection
of correct methodology is most essential step (Silverman, 2006).This research methodology
is adopted, the developing research design as well as the methods adopted that are enclosed
with the research problem i.e. how varied independent variables sway the social networking.
The selection had to be made from qualitative and quantitative research in general. The
research was conducted on qualitative method with particular discussion on the survey
research method. It also explains procedure of data collection and analysis at different phases.
We can describe knowledge philosophically into following; in ontology knowledge is what
people say about knowledge; in epistemology how people know about knowledge; axiology
is what values go into knowledge; rhetoric is how people write about knowledge; and
methodology is the procedure to study knowledge (Creswell, 2003: 6).
In literature different terms are used such as, approach, strategy, mode of enquiry, method,
technique, and paradigm.
In order to establish relationship between these terms philosophers have incorporated
research methodologies (qualitative, quantitative), paradigms (positivist, interpretive,)
research methods (survey, case study, experimental research, ethnography, action research,
historical research) research techniques (interview, questionnaire, experiment,) with the help
of using research instrument (human, pencil and paper etc) (Pickard ,2007), (Walliman,2005).
(Kumar, 1999) states that the study can be classified into quantitative, qualitative and mixed
approaches. Different theoretical perspectives on this strategy of inquiry e.g. ethno
methodology, ethnography, discourse analysis, grounded theory, narrative analysis,
hermeneutics, frame analysis and conversation analysis, phenomenology. The work of
(Maione&Chenail, 1999), (Trochim, 2005) and (Denscombe, 2003) avows that qualitative
research is a term used for description and interpretation of social phenomenon. They all
jointly divide qualitative research approaches into following main approaches
phenomenology, ethnography, grounded theory surveys, field research case studies,
experiment, internet research, action research.
Quantitative research approach involves deduction i.e. formulation of hypotheses,
identification of variables which could measure the objectives and such measurement then
used for enquiry. Data collected then used for testing of hypotheses and really describe
reality. Finally the results of enquiry are matched with original hypotheses to modify or
confirm the theory from which original hypotheses was taken. The main objective of or
research conducted through qualitative approach was that our research could be generalized,
to be objective and theories could be tested.
There are many strategies associated with the quantitative approach. It can be experimental in
which researcher act as an active agent involved in manipulation of independent variable and
observing effect on dependent variable. In survey strategy cross-sectional and longitudinal
studies are conducted by employing questionnaire or structured interviews for data collection
from a selected sample of population. This research is carried with the help of survey on
cross-sectional and longitudinal method by using questionnaire as data instrument to collect
data from students selected as sample population of students of Punjab University.
Research Design
Our research design was based on the following dimensions; that research could express
causal connection between variables both between independent variables and dependent
variables and also expressed causal connection between independent variables as well.
Research design’s other dimension was also kept mind in this research that there must be
large number of participants should become the part of investigation. Therefore our research
has covered major departments in Punjab University and investigating 200 participants, so
that our research can be generalized. Out of 200 185 questionnaires were received in full.
For our research cross-sectional or social survey design is selected.
Following steps were taken for research design. First of all a sampling plan was developed. In
this methodology sample was selected from population. Purpose of sampling plan was to
portray procedure by selecting sample, fixing the size of sample and medley of media by
which survey will be organized. In our research survey was conducted with the method of
distributing questionnaire to the respondents.
Secondly, procedures were adopted for estimation of reliability of population from which the
sample data and estimates were obtained. Reliability was a prime issue while conducting
research, as our concern whether a measure is stable or not.
Thirdly, inputs acquired from the people and participants through survey by measuring
identified variables. Validity was concerned with the reality of conclusions that were
produced from research. Measurement validity is also known with the name of construct
validity. This concept means that the questions asked from the participant are bringing the
same concept which is required to ask by the researcher. If measurement validity is not stable
then the results become unreliable. The concept of internal validity is also kept in focus in
this research. Internal validity relates the issue of casualty i.e. the conclusion derived from the
research incorporates causal relationship among the variables is authentic and not formed by
anything else.
The issue of external validity is although more important for qualitative research but it is
equally significant for quantitative research as well while maximizing opportunity for
generating a representative sample. The external validity means that the results can be
generalized. It is only possible if careful selection of participants is selected to participate in
the research. Regarding ecological validity arises whether or not the findings can be applied
to people or not is important for both qualitative and quantitative research.
Further, as mentioned in literature three key elements were kept in mind while developing
our research methodology to ensure correctness of our study i.e. sample selection, sample
size and survey media. Sample selection was based on population size and similarity index
with respect to its characteristic. The participants were selected at random but belong to the
required requirements for survey. The population as narrowed down as much as possible to
keep the study at level where approximate effect is achieved.
If null hypothesis is mistakenly accepted Type II error exists. To avoid this situation
reasonable size of sample is selected. Sample of this research was selected which possessed
its mean and variance. Literature states that a good sample must have capability of narrowing
the means there by decreasing variance, resultantly reducing the overlap of distributions and
providing better statistical results. As far units of analysis were concerned in the research
individual students were participants in the survey. The researcher’s resources allowed using
the choice of questionnaire for survey as it required minimum resources in terms of cost, time
and manpower required. Further written survey was adopted to get more pace and prompt
response of participants. Other methods like verbal and mixed mode survey methods were not
used.
Some disadvantages or problems or errors were seen in the process of written surveys.
Written survey was subject to coverage error where population was quite vast and distinctly
situated. Written survey also had error of non response. Also it was observed that in written
survey the participants referred to others respondents during the filling the questionnaire.
Further, item non response error is also observed in the survey method when some or many
questions were skipped intentionally of by mistake.
Population/Sample
In this study probability sampling specifically Stratified Random Sampling technique was
used. It is used when the population comprises into homogeneous sub-sets. Also when these
sub-sets don’t overlap each other and called “strata”. Generally in strata based sampling
subjects can be classified on natural basis with respect to age, education and gender etc. In
such setting all groups got equal chance of participation and vigilant selection helps to
concluded rationale research findings applicable generally.
Further cautious selection was made for compilation of data from medley of students
belonging to University of the Punjab engaged in different programs. For this purpose, the
questionnaires were to be filled by female students of the university at various education
levels i.e. under graduate, graduate, post graduate.
Any specific departments were not selected as the research was based on random selection.
Strategy of Inquiry
While developing the instrument for survey, the study focused on clear objectives of
translating the variables in to measureable factors. The researcher ensured that at any point
the spirit of the topic is not neglected. Consistency in administrating the survey was also
focused. The instrument developed has all qualities of a good instrument like, help full in
quality data collection, helpful in data processing and afterwards conducive for data analysis.
It was made sure that such questions must be designed that it could produce answers
something reliable and valid.
The wording used was easily understood by participants according to the educational level.
Also the response given by the respondents must be clear. Unclear and ambiguous statements
were not included in the instrument which could create any problem of understanding for the
participants. The instrument developed fulfilled all civil and ethical requirements and
included such questions which the respondents should be willing to answer with no
hesitation. Biased wording, acronyms, abbreviations etc were not used. Precaution were taken
while drafting the instrument that similar questions were not used in the beginning and same
at the end this could lead to difficult situation because respondent might answer differently.
No personal, objectionable and difficult analogies were included in the instrument. While
drafting the questionnaire length was also considered that it should not look a time
consuming activity for the respondents. For data collection a variety of instruments can be
employed like questionnaires, interviews and focus groups. For this particular research
questionnaire was used to collect data containing questions easily understandable for the
participants. Few minutes were required by the respondents and any ambiguity or confusion
arisen at the time of filling the questionnaire was discussed and clarified on spot.
Close-ended questions were used so that respondents could answer the questions quickly after
examining individual responses with available choices. To facilitate this process Five point
Likert scale was used. This tool is useful when researcher wants rank items in order of
preference.
In third type of closed-ended question in which the respondent is asked to compare possible
responses and select one, or write in other.

Measurement of Questions
Literature suggests Evaluative continua and Agreement continua used in closed ended
questions regarding describing and evaluating people, place and events. The problem might
arise if respondent misinterpreted numerical scales.
Then the whole research could fail. For this research Agreement continua was used. In this,
respondents were simply required to respond to questions with agree or disagree to given
statements. These scales were easy for respondents to understand and answer.
To measure knowledge, question is often used to evaluate respondents’ acquaintance with a
topic, to measure respondents’ capability to provide informed responses about a said
knowledge already available with the respondent.
This method is to identify these responses with the help of “true” and “false” or “yes” and
“no” format. Some times researcher mix or intentionally add some possible or incorrect
answers to check the correct knowledge with responses.
Clear and unambiguous questions are developed by carefully presenting one idea at a time by
using contents like “strongly agree”, “agree”, “neutral”, “disagree” and “strongly disagree”.
However work of (Flower, 1995) suggests that emotional contents like “strongly” should be
replaced by “completely”, “generally”, or “mostly” instead. In this research five point Likert
scale is used to collect the responses.

Important Tasks by Respondents

There were some important tasks required to be performed by respondents during survey
while answering a survey question. The first question is that the respondent must get what the
researcher is asking.
The second is response formulation that respondents have a propensity to make new verdict
as that is previous judgments need some adjustment while answering the question.
The third task of the respondent was corresponding ability to the researcher.

Problems and Error in Survey

The literature as well as our research identified some problems of biases related with the
respondent. Many participants felt themselves important and behaved differently as observed
in study of Hawthorne Works of the Western Electric Company 1927. Respondents, simply
being aware of importance of study, answer differently as per normal routine. Secondly,
sometimes respondents eagerly approved and go with positively-worded questions.
Further it was observed that respondents’ answer high or low rating this disturbs validity of
the results.
Method:

We collect this data with a lot of efforts and hard work. The researcher has to visit more than
five departments of Punjab University to collect the data. It took almost a week to collect the
data. 200 questionnaires were distributed among 200 students of University. In many cases,
we distributed questionnaire in one meeting and then we collect those questionnaires in
second meeting. Sometimes researcher has to visit more than one time. Many students did not
show any interest in research, it was another difficulty faced during data collection. Some
student pay no attention during filling questionnaire and some students also return
questionnaire without filling or incomplete. The researcher had to for many hours to receive
completed questionnaires. This effort was mandatory to get valid or reliable interest. Six out
of ten students accepted to participate in the research. On contrary many students show keen
interest in this research and ask many questions about the aims of the study. For many
students consumer behavior is a new concept. These students become a good source of data
due to awareness about importance of research. Researcher managed to obtain this data with
little instructions. By using both primary and secondary resources to conduct research the
research was completed. The primary data means the data which is collected through students
by approaching to their departments and colleges for filling questionnaires.

Spss 16 software was used by running the findings of questionnaire through Descriptive
statistics, Histogram, Scatter plots, Persons correlation, Regression with regression equation
and multiple regression, and One sample test for the examination of the data collected. This
helped researcher to scrutinize the results of independent variables like self image, willing to
pay premium, brand attitude, brand status, and reference group, on female buying behavior as
dependent variable. To find out and indicate the associations among all pairs of three and
more variables, person’s correlation is used on the data to see that variables are related in a
linear straight line. Spearman rho and correlation were two options. Spearman rho is used
when variables are further Birvariate regression is used to predict scores on dependent
variable from other independent/predictor variables whereas we select person’s correlation as
our variables are scale. Multiple regressions is run to predict a scale/dependent variable from
two or more dependent variable, to measure complex associational statistics.

Reliability and validity:

For the basis of data collection, a questionnaire was so planned by the researcher in which
closed-ended questions were prepared. Five-point linkert scale was used in questionnaire.
The questionnaire consists of 18 items on behalf of with following details. Consumer buying
behavior as dependent variable (1, 2, and 17)

1. For me personally fashion clothing is important.

2. I think a lot about fashion clothing to buy.

17. Making purchase decision for fashion clothing is not important.

Brand image (3, 4, and 6)

3. I prefer wearing branded clothing products only.

4. Brand name is important for me when I purchase clothing products.

6. Branded clothes play important role in my life.

Brand attitude (5, 10, and 11)

5. I prefer using my favorite brands regularly.

10. Reliable and trusted brands are important to me when I purchase clothing products.

11. If my brand enhance my status or improve my success I favor that brand a lot.

Willingness to pay (7, 8, and 12)

7. If my brand enhances my status I will be willing to pay more for that.

8. I can pay any price for branded clothing products.

 12. Price is very important for me while purchasing clothing products.

Self concept (9, 14, and 15)

9. Do you agree with the statement: “you are what you wear?”

14. I judge people’s personality by branded clothes they are wearing.

15. I prefer a branded clothing product that improves my personality.

Reference group (13, 16, and 18)

13. I’m not easily influenced by anyone’s opinion about the branded clothing products.

16. My family and friends influences me a lot while purchasing branded clothes.

18. Celebrity influences me a lot when I purchase clothing products.

Analysis:

Table 1

Reliability statistics

Cronbach's Alpha N of Items

 Cronbach's Alpha N of Items

.764 6

The Reliability Statistics table provides the Cronbach’s Alpha (.764) which is positive and
alpha based on standardizing the items (.70). The results of this data are acceptable because it
is more than (.70). Therefore we can say that internal consistency reliability of the items
provides good support for research literature.

Analysis procedure:
200 questionnaires were distributed to the target participants of selected departments. Mixed
response was observed from the student’s many enthusiastically participated in the research
process and answered the questionnaire with keen interest and diligence and a few showed
little interest in the research. Out of 200 questionnaires 185 were received complete in all
respect and were used for the research.

Measurement
Table 2
Qualification of the students

Cumulative
Frequency Percent Valid Percent Percent

Valid UNDERGRADUATE 106 57.3 57.3 57.3

GRADUATE 61 33.0 33.0 90.3

POST GRADUATE 18 9.7 9.7 100.0

Total 185 100.0 100.0

It is interesting to note from the table that 106 students belonged to the group of students who
are undergraduate. Further the combined response of students in under graduation which is
57.3 %. This interesting fact strengthens the importance that students realize the significance
of research problem.
Table 3
Age

Cumulative
Frequency Percent Valid Percent Percent

Valid 18-20 90 48.6 48.6 48.6

21-25 94 50.8 50.8 99.5

26-30 1 .5 .5 100.0

Total 185 100.0 100.0

It is interesting to note from the table that 90 students belonged to the group of students from
18-20. Further the combined response of students from 18-20 years is 48.6%. This interesting
fact strengthens the importance that students realize the significance of research problem.

Analysis and results

Table 4
Pearson correlation

CONSUMER
BUYINGBEH BRANDI BRANDAT WILLINGNESSTOP SELFCO REFERENCE
AVIOR MAGE TITUDE AYPREMIUM NCEPT GROUPS
CONSUMERBUYI Pearson
1 .189* .220** .162* .225** .174*
NGBEHAVIOR Correlation

Sig. (2-
.010 .003 .027 .002 .018
tailed)

N 185 185 185 185 185 185

BRANDIMAGE Pearson
.189* 1 .597** .491** .449** .389**
Correlation

Sig. (2-
.010 .000 .000 .000 .000
tailed)

N 185 185 185 185 185 185

BRANDATTITUDE Pearson
.220** .597** 1 .467** .467** .260**
Correlation

Sig. (2-
.003 .000 .000 .000 .000
tailed)

N 185 185 185 185 185 185

WILLINGNESSTOP Pearson
.162* .491** .467** 1 .387** .278**
AYPREMIUM Correlation

Sig. (2-
.027 .000 .000 .000 .000
tailed)

N 185 185 185 185 185 185

SELFCONCEPT Pearson
.225** .449** .467** .387** 1 .329**
Correlation

Sig. (2-
.002 .000 .000 .000 .000
tailed)

N 185 185 185 185 185 185

REFERENCEGROU Pearson
.174* .389** .260** .278** .329** 1
PS Correlation

Sig. (2-
.018 .000 .000 .000 .000
tailed)

N 185 185 185 185 185 185

*. Correlation is significant at the 0.05 level (2-

tailed).

**. Correlation is significant at the 0.01 level (2-

tailed).

The Pearson Correlation coefficient is .189; the significance level (sig) or p is .010 and the
number of participants of both variables (consumer buying behaviour and brand image) is
185. The correlation between (consumer buying behaviour and brand image) is statistically
significant because the “sig” is less than .05. Thus, we can reject the null hypothesis of no
association and state that there is an association between (consumer buying behaviour and
brand image). In this case the correlation is also .189.
The Pearson Correlation coefficient is .220; the significance level (sig) or p is .003 and the
number of participants of both variables (consumer buying behaviour and brand attitude) is
185. The correlation between (consumer buying behaviour and brand attitude) is statistically
significant because the “sig” is less than .05. Thus, we can reject the null hypothesis of no
association and state that there is an association between (consumer buying behaviour and
brand attitude). As the correlation is positive this means that higher the brand attitude higher
will be the consumer involvement in fashion clothing and vice versa.
The Pearson Correlation coefficient is .162; the significance level (sig) or p is .027 and the
number of participants of both variables (consumer buying behaviour and willingness to pay
premium) is 185. The correlation between (consumer buying behaviour and willingness to
pay premium) is statistically significant because the “sig” is less than .05. Thus, we can reject
the null hypothesis of no association and state that there is an association between (consumer
buying behaviour and brand attitude). As the correlation is positive this means that higher the
willingness to pay premium higher will be the consumer involvement in fashion clothing and
vice versa.
The Pearson Correlation coefficient is .225; the significance level (sig) or p is .002 and the
number of participants of both variables (consumer buying behaviour and self concept) is
185. The correlation between (consumer buying behaviour and self concept) is statistically
significant because the “sig” is less than .05. Thus, we can reject the null hypothesis of no
association and state that there is an association between (consumer buying behaviour and
self concept). As the correlation is positive this means that higher the self concept higher will
be the consumer involvement in fashion clothing and vice versa.
The Pearson Correlation coefficient is .174; the significance level (sig) or p is .018 and the
number of participants of both variables (consumer buying behaviour and reference groups)
is 185. The correlation between (consumer buying behaviour and reference groups) is
statistically significant because the “sig” is less than .05. Thus, we can reject the null
hypothesis of no association and state that there is an association between (consumer buying
behaviour and reference groups). As the correlation is positive this means that higher the
influence of reference groups higher will be the consumer involvement in fashion clothing
and vice versa.
Multiple Regressions
We have used multiple linear regressions which is a generalization of simple linear regression
where several predictor variables are allowed on a right hand side. Consumer buying
behaviour is taken as response, outcome or dependent variable, whereas brand image, brand
attitude, willingness to pay premium, self concept and reference groups are used as
explanatory, predictor or independent variables. The systematic part of our model consists of
(consumer buying behaviour) as constant term and rest are other predictor variables
mentioned above are regarded as fixed (non-random or exogenous).

Table 5

Model Summary

Std. Error of the

Model R R Square Adjusted R Square Estimate

1 .276a .076 .051 .67430

a. Predictors: (Constant), REFERENCEGROUPS, BRANDATTITUDE,

WILLINGNESSTOPAYPREMIUM, SELFCONCEPT, BRANDIMAGE

Table 6
ANOVA

ANOVAb

Model Sum of Squares df Mean Square F Sig.

1 Regression 6.730 5 1.346 2.960 .014a

Residual 81.388 179 .455

Total 88.118 184

a. Predictors: (Constant), REFERENCEGROUPS, BRANDATTITUDE,

WILLINGNESSTOPAYPREMIUM, SELFCONCEPT, BRANDIMAGE

b. Dependent Variable: CONSUMERBUYINGBEHAVIOR

Table 7
Coefficients

Coefficientsa

Standardized
Unstandardized Coefficients Coefficients

Model B Std. Error Beta t Sig.

1 (Constant) 2.356 .313 7.523 .000

BRANDIMAGE .011 .074 .015 .152 .879

BRANDATTITUDE .104 .085 .117 1.228 .221

WILLINGNESSTOPAYPREM
.029 .090 .027 .318 .751
IUM

SELFCONCEPT .101 .070 .124 1.442 .151

REFERENCEGROUPS .094 .084 .089 1.119 .264

a. Dependent Variable: CONSUMERBUYINGBEHAVIOR

One sample test

Table 8
T –test

One-Sample Statistics

N Mean Std. Deviation Std. Error Mean

CONSUMERBUYINGBEHAV
185 3.4180 .69203 .05088
IOR

BRANDIMAGE 185 2.8324 .92348 .06790

BRANDATTITUDE 185 3.2703 .77801 .05720

WILLINGNESSTOPAYPREM
185 3.0198 .66319 .04876
IUM

SELFCONCEPT 185 3.0829 .84576 .06218

REFERENCEGROUPS 185 3.0991 .65784 .04837

One-Sample Test

Test Value = 3

95% Confidence Interval of the

Difference

t df Sig. (2-tailed) Mean Difference Lower Upper

CONSUMERBUYINGBEHAVI
8.216 184 .000 .41802 .3176 .5184
OR

BRANDIMAGE -2.468 184 .014 -.16757 -.3015 -.0336

BRANDATTITUDE 4.725 184 .000 .27027 .1574 .3831

WILLINGNESSTOPAYPREMI
.406 184 .685 .01982 -.0764 .1160
UM

SELFCONCEPT 1.333 184 .184 .08288 -.0398 .2056

REFERENCEGROUPS 2.049 184 .042 .09910 .0037 .1945

Table 8 show the level at which different independent factors affecting the process of
consumer buying behaviour of students studying in Punjab University. All of these
independent variables of the current study were tested at test value of 3 in One-Sample Test.
The results showed that:
T- Value of brand image is -2.468 which is positively related to buying behaviour with
significant value of .014 which shows that considered brand image as a significant
independent variable important for the consumer buying behaviour of fashion clothing.
T- Value of brand attitude is 4.725 which is positively related to buying behaviour with
significant value of .000 which shows that considered brand attitude as a significant
independent variable important for the consumer buying behaviour of fashion clothing.
T- Value of willingness to pay premium is .406 which is not positively related to buying
behaviour with insignificant value of .685.
T- Value of self concept is 1.333 which is not positively related to buying behaviour with
insignificant value of .184.
T- Value of consumer buying behavior is 8.216 with P value of .000 which shows that the
respondents have agreed with the literature that consumer buying behaviour is one of the
most successful processes.

Conclusions and Recommendations:

Conclusions:
This study was conducted to find out the factors that affect female consumers’ buying
behavior. For this purpose a self administered and reliable instrument i.e. a questionnaire was
used and then the results that were gathered through these questionnaires were analyzed
through statistical techniques.
This study showed that the variables involved in this study do have an impact on the buying
behavior of female consumers towards branded apparels. This means that female consumers’
buying behavior for branded apparels is actually affected by brand image, brand attitude,
willingness to pay premium, self concept and reference groups.
The analysis above shows that nowadays the consumers are being attracted towards the
branded clothes either due to their brand name or because the consumers themselves have
likings for these brands and find them valuable and trustworthy. However the students of
Punjab University won’t be willing to pay any price for these branded clothes. Moreover,
they also don’t feel that these dresses enhance their image or personality.
However they are influenced by their family, friends and the celebrities they see while buying
these branded apparels.

Recommendations:
The retailers providing branded apparels should try to create and maintain customer loyalty
so that customers have a strong attitude towards a particular brand and would be willing to
pay high prices also.
This will also create a strong brand image.
Limitations:

1. There are also other variables which contribute in female consumers’ buying behavior
so in other studies those other variables can also be considered.
2. Future research should take into consideration a broad view of users rather than just
focus on some people. Because of insufficient capital and constraint of time, the
research was done on a constricted frame of users.
3. The study was conducted in the university (university of the Punjab) only. In further
researches participants of different cities should also be included in order to make the
findings more accurate. Other cities especially remote areas should also be included in
the study.
4. The study was conducted in a contrived setting with close ended questions. There was
no intervention of the respondents due to close ended questions. In other studies
interview methods or panel discussions can be used in order to increase the validity
and reliability of the research. It is a good way by which we can find out the hidden
patterns.
5. In the future researches data can be collected from more universities or colleges
which are located in different areas of the country. In this way the result can be more
generalized. In this way researchers can get more valid results and more precious
recommendations.
6. Some respondents fill the questionnaires without reading them. They don’t know the
importance of research and the questions asked. This is another limitation of our
study.
7. The respondents were young people between 18-22 years. They may use more
branded apparels as compared to elder people who have responsibilities of their jobs
and family. Other researchers should include participants of all ages so that current
trends can be known.
8. The research is exploratory research and the research is conducted only on students. It
does not contain the point of view of teachers and management and employees of the
university. In further researches they should also be included in research.
Questionnaire

We are conducting a research on impact of brands on female consumer buying behavior.

Following questionnaire is an essential element of this project. Please share your opinion with
us by filling it. Your co operation is highly appreciated. Thank you
9. 1 Department_______________________________
10. 2. Your age 18-20 21-25 26-30
11. 3. Education level under graduate graduate post
graduate

Strongly disagree Neutral agree Strongly

disagree agree
For me, personally fashion clothing is
important.
I think a lot about which fashion clothing to
buy.
I prefer wearing branded clothing products
only.
Brand name is important for me when I
purchase clothing products.
If my brand enhances my status or improve
my success I favor that brand a lot.
I prefer using my favorite brands regularly.
Branded clothes play important role in my
life.
If my brand enhances my status I will be
willing to pay more for that.
I can pay any price for branded clothing
products.
Do you agree with the statement: “you are
what you wear?”
My brand name is not a success symbol for
me.
Brands do not add quality in my life.
Price is very important for me while
purchasing clothing products.
I’m not easily influenced by anyone’s
opinion about the branded clothing
products.
I judge people’s personality by branded
clothes they are wearing.
I prefer a branded clothing product that
improves my personality.
My family and friends influences me a lot
while purchasing branded clothes.
Making purchase decision for fashion
clothing is not important.
Celebrity influences me a lot when I
purchase clothing products.
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