ARM Report Zaheer

7/31/2019 ARM Report Zaheer

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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.

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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

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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.

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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


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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.

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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.

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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

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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

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Statistics

Age of the respondents

N Valid 22

Missing 0

Mean 1.82

Std. Deviation .588

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Statistics

Marital status of the respondents

N Valid 22

Missing 0

Mean 1.14

Std. Deviation .351

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Statistics

Income of the Respondents

N Valid 22

Missing 0

Mean 1.50

Std. Deviation .673

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Statistics

education if you are studying then

where

N Valid 22

Missing 0

Mean 2.95

Std. Deviation .213

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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

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Statistics

how many times you visit a designer

outlet in a month?

N Valid 22

Missing 0

Mean 1.91

Std. Deviation .921

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Statistics

if you purchase designer product then

which factor motivates you?

N Valid 22

Missing 0

Mean 1.91

Std. Deviation .750

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Statistics

if you dont purchase the designer

brand then why?

N Valid 22

Missing 0

Mean 2.41

Std. Deviation .908

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Statistics

what makes different designer brand

with others?

N Valid 22

Missing 0

Mean 2.32

Std. Deviation .995

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Statistics

in which category you lie?

N Valid 22

Missing 0

Mean 1.86

Std. Deviation .468

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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

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Statistics

is there any influence of your peer

group on your purchase?

N Valid 22

Missing 0

Mean 2.64

Std. Deviation .902

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Statistics

occasions increase the puchase of

designer brand?

N Valid 22

Missing 0

Mean 2.09


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Statistics

there is influence of culture on

purchase behavior of designer

products?

N Valid 22

Missing 0

Mean 2.41


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Statistics

your personality has influence on your

purchase?

N Valid 22

Missing 0

Mean 1.45

Std. Deviation .739

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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.

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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.

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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

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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

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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?

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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%

Documents

ARM Report Zaheer