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ISSN 2250-3153
I. INTRODUCTION
International Journal of Scientific and Research Publications, Volume 4, Issue 9, September 2014
ISSN 2250-3153
International Journal of Scientific and Research Publications, Volume 4, Issue 9, September 2014
ISSN 2250-3153
Mean
Standard Deviation
G1
G2
G3
Total
G1
G2
G3
Social
3.04
2.84
3.36
3.30
0.77
0.78
0.85
Culture
3.29
3.36
3.58
3.54
0.51
0.64
0.67
Personal
3.05
3.23
3.28
3.26
0.70
0.69
0.79
Psychological
3.25
3.21
3.45
3.42
0.70
0.69
0.73
Note: G1-Less than Rs .30, 000, G2-More than Rs.30, 000, G3-Dependent,.
we can see that in this the significance level of Social is
0.03(P = .03), which is below 0.05 and, therefore, there is
statistically significant difference between social dimension by
Income level of respondents, the significance level of cultural is
0.02(P = .02), which is below 0.05 and, therefore, there is
statistically significant difference between cultural dimension by
Income level of respondents, the significance level of Personal is
0.28(P = .28), which is above 0.05 and, therefore, there is no
statistically significant difference between personal dimension
by Income level of respondents, the significance level of
Psychological is 0.11(P = .11), which is above 0.05 and,
therefore, there is no statistically significant difference between
Psychological dimension by Income level of respondents,
3.5.1 Homogeneity of Variances
Total
0.85
0.66
0.78
0.73
F
5.99
3.84
1.26
2.22
Sig
0.03
0.02
0.282
0.110
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International Journal of Scientific and Research Publications, Volume 4, Issue 9, September 2014
ISSN 2250-3153
Multiple Comparisons
Dependent Variable: Social
Tukey HSD
(I) INCOME
(J) INCOME
(I-J)
Morethan Rs.30,000
.20660
Dependent
-.31689
Less than Rs.30,000
-.20660
Morethan Rs.30,000
Dependent
-.52349*
Less than Rs.30,000
.31689
Dependent
Morethan Rs.30,000
.52349*
*. The mean difference is significant at the 0.05 level.
Less than Rs.30,000
Std. Error
Sig.
.22795
.15579
.22795
.17803
.15579
.17803
.637
.105
.637
.010
.105
.010
The above indicates that significant differences existed among social dimension and Income level of the respondents.
According to the results of the Turkeys W multiple comparison analysis, significant differences existed among the groups
of Less than Rs.30, 000, More than Rs.30, 000 and Dependent. This shows that dependents are more influenced by the
social factor. However they are influenced by the reference group these groups include aspiration groups ,groups that a
person desires to belong to a fans and the friends they motive to buy cosmetics in different brands .when they are moving
to shops salesperson plays a major role in buying decision they may be very active to show attractive brands with different
colors and the advertisement which the young people see from different medias once they are seeing from different media
they also attracted to be like that same in using different cosmetics ,these have strong influence in buying decision.
advertising is another factor that plays a major role in influencing the purchase decision of the female teenagers. It has been
found that television is the most popular media among the teenagers and thus it is important for the cosmetic producers to
use this media in order to attract the consumers. Moreover, it has been also found that stylish design and packaging of the
cosmetic products are also important factor for the female teenagers when choosing cosmetic products. Thus cosmetic
producers should give emphasis in these factors in order to gain attention from this segment.
(I-J)
Morethan Rs.30,000
-.06845
Dependent
-.29083*
Less than Rs.30,000
.06845
Morethan Rs.30,000
Dependent
-.22238
Less than Rs.30,000
.29083*
Dependent
Morethan Rs.30,000
.22238
*. The mean difference is significant at the 0.05 level.
Less than Rs.30,000
Std. Error
Sig.
.17888
.12225
.17888
.13970
.12225
.13970
.922
.047
.922
.250
.047
.250
International Journal of Scientific and Research Publications, Volume 4, Issue 9, September 2014
ISSN 2250-3153
[7]
[8]
[9]
[10]
[11]
[12]
[13]
[14]
[15]
[16]
[17]
[18]
[19]
[20]
V. CONCLUSION
After analysis we found that small differences exist in the
income level that implies the different groups prefer or opinion
differs on consumer buying behavior. It created a curiosity to us
to find out which group really differing on the opinions. By the
help of Post hoc we found out that the dependent differ the
opinion among other class. It may be due to the decisions taken
by youngsters. Every person plays multiple roles in their daily
life, professional role or social role. Each of these roles has a
certain effect on consumers buying behavior. Each role has a
particular status in society and consumer behavior is
considerably depended on the status factor .If the marketers
easily understand the factors that mainly influence in buying
decision the sales can be increased a lot. The study offers an
assessment of the symbolic devices that celebrity and peers
adopts to persuade the audience. The visual expression model is
supported in that the study suggests why advertisers use
celebrities of different gender and age groups and expertise areas
in commercials for certain products and cultural values
[21]
[22]
[23]
[24]
[25]
[26]
[27]
[28]
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www.ijsrp.org
International Journal of Scientific and Research Publications, Volume 4, Issue 9, September 2014
ISSN 2250-3153
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f was seen on November 26, 2007 and logged on 9:32pm
AUTHORS
First Author A,H.Hemanth Kumar, Research Scholar,Karunya
University,Coimbatore
Second Author S.Franklin John, Principal, Nehru college of
Management,Coimbatore,India
Third Author S.Senith, Assistant Professor,(PhD Parttime),Nehru college of Management,Coimbatore,India
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