MARKET RESEARCH PROJECT ON

A STUDY ON ATTITUDE AND INTENTION

OF INDIAN YOUTH TO PARTICIPATE IN
COLLABORATIVE CONSUMPTION
 PURPOSE OF RESEARCH

The researches we are currently engaged in focuses on the

attitude of youth towards collaborative consumption. If
customers stop buying cars and prefer to use taxi services, it
will have a major impact on bank lending. This research will go
a long way in helping to improve the performance of banks in
India.
 DEMOGRAPHICS
Age Qualification Gender

No. of years with Bank Household Income Marital Status

 ANALYSIS
Convergent validity
Case Processing Summary Reliability Statistics Communalities
  N % Cronbach's Alpha N of Items   Initial Extraction
Valid 180 100.0 tr_exp_rel1 1.000 .825
Cases Excluded a
0 .0 tr_exp_rel2 1.000 .869
Total 180 100.0 .924 37 tr_exp_rel3 1.000 .872
a. Listwise deletion based on all variables in Extraction Method: Principal
the procedure.
Chronbach’s Alpha > 0.7 Component Analysis.
Scale is reliable

KMO and Bartlett's Test Communalities

Communalities tell
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .876   Initial Extraction
Approx. Chi-Square 4061.722 about the variance tr_exp_hed1 1.000 .900
Bartlett's Test of Sphericity df 378 shared by one variable tr_exp_hed2 1.000 .900
Sig. .000 tr_exp_hed3 1.000 .866
with all other variables
Sample is adequate as KMO > 0.5 Extraction Method: Principal
in a construct (including Component Analysis.
Bartlett’s test signifies that there is
that particular variable)
significant internal correlation between
variables/statements
 Rotated Component Matrixa
  Component
1 2 3 4 5 6 7 8 9 10
Pra2
Pra3
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
.758  
.753  
ANALYSIS
Atcc1       .853            
Atcc2       .809            
Atcc3       .739            
Itcc1             .678      
Itcc2             .740       Component matrix tells about factor loading
Itcc3             .904      
Component matrix was problematic as components
Pr1     .833              
Pr2     .917               were more than the dimensions By rotation
Pr3     .847               variance is redistributed and variables having less
Mat4         .851          
factor loading have been dropped. Negative factor
Mat5         .782          
Mat6         .813           loading has been dropped first.
Self1 .768                  
Self2 .789                  
Self3 .745                  
Self4 .813                  
Variables:
Self5 .691                  
Pra – Perceived Relative Advantages
Rel1               .664    
Rel2               .690    
Atcc – Attitude towards collaborative consumption
Rel3               .708     Itcc – Intention towards collaborative consumption
Hed1           .762         Pr – Perceived Risk
Hed2           .757         Mat – Materialism
Hed3         .655         Self – Transformation expectations of self
Eff1   .817                 Rel – Transformation expectations of relational
Eff2   .865                
Hed – Transformation expectations of hedonic
Eff3   .835                
Eff – Transformation expectations of efficiency
Extraction Method: Principal Component Analysis.
 CORRELATION
Descriptive Statistics
  Mean Std. Deviation N

AVE is the variance explained in a construct, rest is unexplained pra 5.6028 1.07887 180
atcc 5.4361 1.07541 180
itcc 5.5963 1.13024 180

Discriminant validity: If sqrt(AVE)>correlation, it ensures that 2 pr 3.4704 1.45736 180

mat 4.2222 1.53583 180
closely related constructs are different from each other self 4.3478 1.41743 180
rel 4.5481 1.50877 180
hed 4.7556 1.48804 180
eff 4.9926 1.38895 180
pra atcc itcc pr mat self rel hed eff
pra 0.885601
atcc 0.543 0.870201
itcc 0.634 0.565 0.887733
pr -0.242 -0.133 -0.218 0.887851
mat -0.046 0.13 0.12 0.281 0.875905
self 0.148 0.233 0.113 0.174 0.49 0.861516
rel 0.127 0.123 0.108 0.175 0.326 0.702 0.924927
hed 0.21 0.187 0.168 0.062 0.379 0.597 0.732 0.942804
eff 0.217 0.278 0.194 0.074 0.245 0.579 0.688 0.719 0.94615
 REGRESSION

Model Summary
Model R R Square Adjusted R Std. Error of
Square the Estimate
ANOVAa
1 .702 a
.492 .481 .81461 Model Sum of df Mean F Sig.
a. Predictors: (Constant), mat, pra, pr, atcc
Squares Square
ANOVA: F test tells that the groups are statistically different Regression 112.536 4 28.134 42.397 .000b
1 Residual 116.128 175 .664    
from each other.
Total 228.664 179      
Tukey’s test tells about difference between the groups a. Dependent Variable: itcc
(whether first group is different other group). b. Predictors: (Constant), mat, pra, pr, atcc

Coefficientsa
Model Unstandardized Standardized t Sig. 95.0% Confidence Interval
Coefficients Coefficients for B
Regression tells that Perceived Relative
B Std. Error Beta Lower Bound Upper Bound Advantages, Attitude towards
(Constant) 1.138 .437   2.604 .010 .276 2.001 collaborative consumption, Perceived
pra .483 .069 .461 7.010 .000 .347 .619
1 atcc .298 .069 .284 4.343 .000 .163 .434
Risk, Materialism affect Intention
pr -.082 .045 -.106 -1.837 .068 -.171 .006 towards collaborative consumption.
mat .099 .042 .134 2.348 .020 .016 .182
a. Dependent Variable: itcc
INTERPRETATION

 Regression tells that Perceived Relative Advantages, Attitude towards

collaborative consumption, Perceived Risk, Materialism affect Intention towards
collaborative consumption.
 Constant is coming significant, which means that there are some significant
factors affecting the dependent variable which have not been considered.
 Perceived risk shows negative beta, which implies that they show less intention
for collaborative consumption, if they perceive more risk.
 Perceived relative advantage shows positive beta and it is also significant, which
means that their intention for collaborative consumptions is higher if their
perceived relative advantage of convenience and time is higher.
THANK YOU