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Ambuj Arind
Atanu Kundu
Chandni Jain
Aniket Shewale
Vaibhav Rana
Vivek Agarwal
BACKGROUND/SIGNIFICANCE
0 The problem we are to identify is whether different branding elements
affects a consumer’s purchase decision for branded apparel
0 Branding elements considered: Brand Image, Brand Loyalty, Brand
Name, Brand Resonance, Brand Trust.
0 The research considered impact of demographic factors like- Age,
Income, Gender and other factors- Influencers, price and quality on the
purchase decision
0 Past research conducted does not give us an understanding of the
relative importance of the various brand elements affecting a
consumers purchase decision
CRITICAL LITERATURE REVIEW
Citation Sample Environment Method Conclusions
300
University Online
Shehzad et al. Students, Questionnaire Convenienc
(2014) Lahore Floated e Sampling Brand image or Brand name has significant positive relationship with consumer buying behavior
814
University
kriŽ anoVá Students, Random Percentage of people that decide by brand exceed those who do not decide under the infuence of brand
(2012) Slovakia Questionnaire Sampling significantly
200 1. significant positive relationship between attitude and on-line purchase intentions
SajidBhatti, internet Random 2. Perceived Usefulness has significant positive relation on Attitude
2014 users Questionnaire Sampling 3. Perceived Ease of use has a significant positive relationship with attitude.
1. Brand Knowledge Affects Customer Behaviour
2. Reference groups are very influential in buying branded products.
3. As the age increases, people tend to become more loyal to specific brands.
Sarwar, Aftab Online Stratified 4. Emotional exploitation is important for affecting consumer buying behavior.
& Iqbal, 2014 80 Questionnaire Sampling 5. Personal and culture values affects the consumer behavior.
RESEARCH QUESTION AND
OBJECTIVES
0 RQ: Whether product preferences differ amongst males and females?
0 RO: The gender affecting the product preferences.
Self
Brand Loyalty
Concept pay more
Recommend
Values
Price
Status
Consumer Purchase
BRANDING
Decision
Perception
Trust Brand
Image
Inference:
• The KMO Index is 0.636, which is above than the world-over accepted KMO
Index of 0.6
• Bartlett’s Test of Sphericity has a significance <0.05, implying validity and
suitability of the responses collected to the problem being addressed
through the study.
EXPLORATORY FACTOR ANALYSIS
Construct 2: Construct 3:
Values Brand Trust
Construct 5:
Reference Groups
Construct 1:
Loyalty
Construct 4:
Knowledge
QUESTION ITEMS AND LOADINGS
COMPONENT CORRELATIONS
RELIABILITY ANALYSIS:
Cronbach Alpha
DESCRIPTIVE STATISTICS
NORMALITY – UNIVARIATE ANALYSIS
Hypothesis
H0 : The data set is normal
H1: The data set is not
normal
Inference:
• The Shapiro-Wilk test
shows that the
distribution is not
statistically significantly
different from normal
distribution.
• The value is more than
.05 therefore we fail to
reject the null hypothesis
and we conclude that
there is not enough
evidence to prove
otherwise.
Pearson’s Correlation Coefficients
Hypothesis
H0: The values are
not correlated
H1: The values are
correlated
Inferences:
• Significant correlations were observed between willingness to recommend
and influencer_experts, willingness to recommend and willingness to
paymore, awareness and willingness to paymore, gender and willingness to
recommend, influencer_experts and willingness to recommend, awareness
and willingness to recommend.
Hypothesis
H0: The values are not correlated
H1: The values are correlated
Inferences:
• Significant associations were observed between price and willingness to pay
more, brand image and willingness to pay more, price and willingness to
recommend, and brand image and brand awareness.
• To account for these interaction effects, interaction variables were
introduced in the regression model
TESTING OUTLIERS
The Casewise List table highlights cases where the cases with studentized residuals (i.e.,
the "ZResid" column) greater than ±2 standard deviations. Cases with studentized residual
values greater than 2.5 should be inspected in further detail to determine why these cases
are outliers and to remove them from the analysis if this is deemed necessary
We observed 3 values with ZResid > +-2.5. These data points were
removed from our regression analysis using “Select Cases” in SPSS.
TESTING LINEARITY OF PREDICTORS
Linearity of the continuous variables with respect to the logit of the dependent
variable was assessed via the Box-Tidwell (1962) procedure, with Bonferroni
correction resulting in statistical significance being accepted when p < .0023
Box-Tidwell