Proposal BRI

Effect of reference group on buying behaviour of clothes of UMT Students

Acknowledgement

All praise is due to Allah, the lord and cherisher of the university. May his pace and blessings be upon prophet Muhammad (PBUH), his household, companions and all followers of the right Guidance till the day of judgment. First of all we are thankful to Allah Almighty who has created us, gave us the power to understand and power to gain knowledge. Without

His kind guidance we would have not been able to complete any task given to us. We are great full for the guidance which has been allotted to us from Allah Almighty to understand and gain knowledge. Allah, the Exalted, says: " Say: Are those who know equal to those who know not? It is only men of understanding who will remember.

"We give honor and privilege to our respected resource person who helped us in thinking in the right direction by giving us this challenging task..We would also like to thank our families, who added a boost to our confidence, and are always praying for our success.Contents

3Introduction:

3The objectives that we have found from our research

4Variables:

5RESEARCH METHODOLOGY

5Instrumentation (Data Collection Tools):

5Population and Sample:

5Research Method:

5Questionnaire

23BarChart

37Crosstabs

60Our Findings.

61References:

Executive Summary

All the work is done on Affect of reference group on buying behavior of students of UMT. All these work is done by all the group members we have used different techniques to complete this research. We have conducted the focus group as well as the surveys from the students of university of management and technology. We have made our objective and does some literature review on the same topic. We also have chosen the variables which are used in our research. These variables helped us to find related to the topic. All the work which has been done is our work and this document is not copy paste from any other one.

Introduction:Clothes are need of every person. In todays world every people is wearing different types of yoy shavclothes. All these wearing are due to society, friends or from other reference groups meaning reference group has made our wearing different. We have found that what is a reference group and what is the effect of this reference group on the casual clothes among male student of University of Management and Technology, Lahore. These students are among the age of 18 to 27 years having different reference group.When we specifically talk about students of UMT, Lahore we can see that there are different types of buying behaviour for casual clothes of youth. There are lots of reference groups effecting on their buying behaviour for casual clothes. Casual is the dress code that emphasizes comfort and personal expression over presentation and uniformity. It includes a very wide variety of costume.Actually reference group is the one whom you want to acquire. People who have some reference groups they have importance there for if the person or the organization or any other party who is reference group and this reference will suggest any clothes for that person then he will definitely want to buy that clothes. Today we can see that students have many references. Whenever they went for shopping of clothes they take one or two of their friends and they are those friends who have same choice as of yours. Every student tries not to go alone for shopping. Some television models are also used for the reference groups. So here we researched that what are the reference groups and how they impact on the casual buying behaviour of youth of Lahore.These socializing agents are basically the reference groups these can be your friend family members or else. These socializing agents transmit the norms, values, attitudes and behaviour to an individual Iqbal(). These reference groups can be different these can be persons, organization, any institution or the advertisement which can influence. For example when you see someone it can be your friend or anybody who is wearing a specific type of clothes which influences you than that specific person is your reference group. Reference group can be any one. This reference can be on the base of different variables such as age, personality, gender, class etc.

The objectives that we have found from our research What is there first preference by which youth selects a wear(family ,friend ,past experience, celebrity affect, specific group or society)

Effect on preferences due to change in fashion and impact culture and tradition and attitude towards it.

To determine at what extent youth is influenced by casual dresses to feel comfort.

Youngsters prefer casual dresses over traditional dresses Presence of media in determining the level of dress to wear.

Wearing fashion clothes is how much important (e.g. being desi is like loving your roots/background)

To know lifestyle, need and behaviour in different aspects.

Which educational faculty is more towards the fashion(e.g. BBA,IT student etc)

Relationship between brand, status and personality and who influence them to buy these branded wears.

Variables: Purchasing power. Family. Relatives. Locality. Advertisement. Discounted offers. Distribution channels. Price sensitivity. Emotional attachment. Role dominance. Fashion

Trends

Lifestyles

Media

RESEARCH METHODOLOGY

Instrumentation (Data Collection Tools):

We will take both primary as well secondary sources for our research. The instruments which are applied for data collection in this research study are: conducting survey among the students of UMT from different schools and conducting interview if it is necessary. A survey research design is applied to know the effect of reference group on buying wear among male students of UMT. We will also conduct focus group among the students.Population and Sample:

Population size will consist of 200 male students from different schools of UMT. The age bracket would be between18-25. Our focus would be on bachelor male students studying in morning time. Our sample population will be Students of UMT from different schools came for study.Research Method:

We will distribute questionnaires among the students of different schools in UMT. As we clearly mentioned in our topic that our main focus would be on male youth in this University. We will also conduct interview from different students in UMT.. QuestionnaireEffect of reference group on buying casual wear among male student of UMT, Lahore.

The following data is being collected exclusively for academic research purposes. We highly appreciate the respondents co-operation and their precious time.Program: _____________ School: _____________ Semester: Spring/Summer/Fall 20__

Age: 18-21 22-24 25-271. Do you like going for shopping of clothes with your friends, family or relatives?

Rarely Sometime Most Often Never

2. Do you consider your reference group opinion seriously for buying casual clothes?

Rarely Sometime Most Often Never

3. To whom you get inspire while purchasing clothes? Friend Family Relative Society

If other than specify -----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

4. What is your favorite brand?

Mark and Spencer Gucci Armani Versace

Others -----------------------------------------------------------------------------------------------------------

5. Which physiological factors help you to buy clothes?

Motivation Perception Self esteem Experience

If other than specify -----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

6. from where you get most of your information about new arrivals?

Internet/face book Specific shops Flyers TV/shows Magazines

7. Please rate your preferences while purchasing casual clothes from 1-5(Lowest Highest)1 (Lowest)2345 (Highest)

Price

Brand

Quality

Durability

Discount

Please tick your answer in following table.StatementsS. AgreeAgreeNeutralDis a greeS. Disa gree

Reference group for buying clothes can be anyone.

You try to update your wardrobe with change is fashion trend

you tend to accessorize your outfits

Anyone from society made you his reference group

Price does not have such an effect on buying casual clothes.

Brand does not have such effect while buying clothes.

Advertisement have changed your buying behavior for clothes.

Design has also effect while buying clothes.

Society has not strong effect on your casual wearing of clothes.

Without reference we will not be able to buy clothes.

Reference group have a negative effect on our living.

Outsider cannot be our reference group.

It is necessary that reference group will be that person to whom you know.

Reference group have changed your dressing style.

Past experience can also effect on your buying behavior of clothes.

Our research that we have conducted is from the male students of UMT. So we have conducted our research from different schools of our universities. We have conducted total 200 questionnaires from different types of students of UMT. In these students there are 55, 58, 48, 39 are from SBE, IAA, SSH and SST respectively. Here is a graph of the frequency of the students from different departments.

FrequencyTabledo you like to go for shopping with friends,family and relatives?

FrequencyPercentValid PercentCumulative Percent

ValidRarely4522.523.323.3

Sometimes8140.542.065.3

most often5829.030.195.3

Never84.04.199.5

51.5.5100.0

Total19396.5100.0

MissingSystem73.5

Total200100.0

do you consider your reference group serioulsy for buying casual clothes?


ValidRarely3015.015.315.3

Sometimes10452.053.168.4

most often4221.021.489.8

Never189.09.299.0

521.01.0100.0

Total19698.0100.0

MissingSystem42.0

Total200100.0

To whom you inspire while purchasing clothes?


Validfriend7437.037.437.4

family4623.023.260.6

relative2814.014.174.7

society3216.016.290.9

other189.09.1100.0

Total19899.0100.0

MissingSystem21.0

Total200100.0

what is your favourite brand?


ValidMark & spencer6331.532.032.0

Gucci4924.524.956.9

Armani3819.019.376.1

Versace189.09.185.3

Other2914.514.7100.0

Total19798.5100.0

MissingSystem31.5

Total200100.0

which psychological factors help you to buy clothes?


ValidMotivation3819.019.219.2

Perception5326.526.846.0

self-esteem4824.024.270.2

Experience4522.522.792.9

Other147.07.1100.0

Total19899.0100.0

MissingSystem21.0

Total200100.0

from where you get most of the information about new arrivals?


ValidIntermet8241.041.841.8

specific shop4422.022.464.3

Flyers2010.010.274.5

Tv3618.018.492.9

Magazines147.07.1100.0

Total19698.0100.0

MissingSystem42.0

Total200100.0

rate your reference for price..


Validlowest3417.017.417.4

low4924.525.142.6

normal5829.029.772.3

high2613.013.385.6

highest2814.014.4100.0

Total19597.5100.0

MissingSystem52.5

Total200100.0

rate your reference for brand



low3115.516.224.6

normal4522.523.648.2

high4723.524.672.8

highest5226.027.2100.0

Total19195.5100.0

MissingSystem94.5

Total200100.0

rate your reference for quality



low2311.511.618.2

normal2914.514.632.8

high5125.525.858.6

highest8241.041.4100.0

Total19899.0100.0

MissingSystem21.0

Total200100.0

rate your reference for durabilty


Validlow157.57.87.8

lowest2311.511.919.7

normal3517.518.137.8

high6331.532.670.5

highest5728.529.5100.0

Total19396.5100.0

MissingSystem73.5

Total200100.0

reference group of buying clothes can be any one.


Validstrongly agree4723.524.424.4

Agree7336.537.862.2

Neutral4924.525.487.6

Disagree189.09.396.9

strongly disagree63.03.1100.0

Total19396.5100.0

MissingSystem73.5

Total200100.0

you try to update your wardrobe with change in fashion trend


Validstrongly disagree4321.521.821.8

Disagree8442.042.664.5

Neutral5025.025.489.8

Agree178.58.698.5

strongly agree31.51.5100.0

Total19798.5100.0

MissingSystem31.5

Total200100.0

you tend to accessorize your outfits


Validstrongly disgaree3216.016.316.3

Disagree9145.546.462.8

Neutral5125.526.088.8

Agree199.59.798.5


Total19698.0100.0

MissingSystem42.0

Total200100.0

any one form society made you his reference



Disagree7135.535.951.5

Neutral5326.526.878.3

Agree3316.516.794.9


Total19899.0100.0

MissingSystem21.0

Total200100.0

price does nothave any effect on buying casual clothes



disagree6432.033.047.9

neutral4221.021.669.6

agree4321.522.291.8


Total19497.0100.0

MissingSystem63.0

Total200100.0

brands does nothave any effect on buying casual clothes



disagree5929.529.648.2

neutral3517.517.665.8

agree4120.520.686.4


Total19999.5100.0

MissingSystem1.5

Total200100.0

ads has changed your buying behaviour for clothes



disagree6934.535.252.6

neutral5226.026.579.1

agree2412.012.291.3


321.5.5100.0

Total19698.0100.0

MissingSystem42.0

Total200100.0

design has also effect while buying clothes



disagree7336.537.162.4

neutral4221.021.383.8

agree2713.513.797.5


Total19798.5100.0

MissingSystem31.5

Total200100.0

society has not atrong effect on your casual waering of clothes



disagree6934.534.748.2

neutral4924.524.672.9

agree3517.517.690.5


Total19999.5100.0

MissingSystem1.5

Total200100.0

without reference we will not be able to buy clothes



disagree5527.527.941.6

neutral4522.522.864.5

agree4020.020.384.8


Total19798.5100.0

MissingSystem31.5

Total200100.0

reference group have a negative impact on our living



disagree4824.024.141.2

neutral5628.028.169.3

agree4422.022.191.5

stronglgreey a178.58.5100.0

Total19999.5100.0

MissingSystem1.5

Total200100.0

outsider cannot be our reference group



disagree6733.533.548.0

neutral4623.023.071.0

agree3718.518.589.5


121.5.5100.0

Total200100.0100.0

it is necassary that reference group will be that person to whom you know



disagree6331.531.851.5

neutral4422.022.273.7

agree3819.019.292.9


Total19899.0100.0

MissingSystem21.0

Total200100.0

reference group have changed your dressing style



disagree7336.537.157.4

neutral4623.023.480.7

agree2110.510.791.4


Total19798.5100.0

MissingSystem31.5

Total200100.0

past experince can also effect on your buying behaviour of clothes



disagree8140.540.570.0

neutral3015.015.085.0

agree2613.013.098.0


Total200100.0100.0

departments


ValidSBE5628.028.128.1

IAA5728.528.656.8

SSH4824.024.180.9

SST3618.018.199.0

521.01.0100.0

Total19999.5100.0

MissingSystem1.5

Total200100.0

Age


Validup to 204723.524.124.1

up to 227839.040.064.1

up to 244824.024.688.7

more than 242211.011.3100.0

Total19597.5100.0

MissingSystem52.5

Total200100.0

BarChart

CrosstabsCase Processing Summary

Cases

ValidMissingTotal

NPercentNPercentNPercent

do you consider your reference group serioulsy for buying casual clothes? * departments19698.0%42.0%200100.0%

Symmetric Measures

ValueAsymp. Std. ErroraApprox. TbApprox. Sig.

Interval by IntervalPearson's R.021.076.298.766c

Ordinal by OrdinalSpearman Correlation.003.076.047.962c

N of Valid Cases196

do you consider your reference group serioulsy for buying casual clothes? * departments Crosstabulation

Count

departmentsTotal

SBEIAASSHSST5

do you consider your reference group serioulsy for buying casual clothes?rarely11568030

sometimes263327180104

most often141395142

never3554118

5101002

Total555648352196

Ho= student do not consider reference group seriously for buying casual clothes.H1= student consider reference group seriously for buying casual clothes.

Here Ho is rejected because we can see that significance level (the P value) is greater than 0.05 meaning that the null hypothesis will be rejecting so we can say that student consider reference group seriously for buying casual clothes.doyouliketogoforshoppingwithfriends,familyandrelatives?Crosstab

Count

DepartmentsTotal

SBEIAASSHSST5

do you like to go for shopping with friends,family and relatives?rarely1381310044

sometimes23251616181

most often1720156058

never203218

5010001

Total555447342192

Symmetric Measures


Interval by IntervalPearson's R-.030.075-.412.681c

Ordinal by OrdinalSpearman Correlation-.045.074-.621.535c

N of Valid Cases192

Ho=Students do not like to shopping with their friends and relatives.

H1=Students like to shopping with their friends and relatives.

Here Ho is rejected because we can see that significance level (the P value) is greater than 0.05 meaning that the null hypothesis will be reject so we can say that Students like to shop with their friends and relatives.

Towhomyouinspirewhilepurchasingclothes?

Count

DepartmentsTotal

SBEIAASSHSST5

to whom you inspire while purchasing clothes?Friend19192015174

Family918108045

Relative12753128

Society115106032

Other5634018

Total565548362197

Symmetric Measures




N of Valid Cases197

Ho= students do not inspire from any one while purchasing clothesH1= students inspire from any one while purchasing clothesHere Ho is rejected because we can see that significance level (the P value) is greater than 0.05 meaning that the null hypothesis will be reject so we can say that students inspire from any one while purchasing clothesWhatisyourfavouritebrand?Crosstab

Count

departmentsTotal

SBEIAASSHSST5

what is your favourite brand?Mark & Spencer1919159062

Gucci11111411249

Armani141185038

Versace5652018

Other51068029

Total545748352196

symmetric Measures




N of Valid Cases196

Ho= Students does not have favourite brand

H1= Students have favourite brandHere Ho is rejected because we can see that significance level (the P value) is greater than 0.05 meaning that the null hypothesis will be reject so we can say that Students have favourite brandwhichpsychologicalfactorshelpyoutobuyclothes?Crosstab

Count

departmentsTotal

SBEIAASSHSST5

which psychological factors help you to buy clothes?motivation121682038

perception13121412152

self-esteem1591310148

experiecne1213812045

Other3650014

Total555648362197

Symmetric Measures




N of Valid Cases197

Ho= psychologicalfactorsdoes not helpstudentstobuyclothes

H1= psychologicalfactors helpstudentstobuyclothes

Here Ho is rejected because we can see that significance level (the P value) is greater than 0.05 meaning that the null hypothesis will be reject so we can say that psychologicalfactors helpstudentstobuyclothes

fromwhereyougetmostoftheinformationaboutnewarrivals?Crosstab

Count

departmentsTotal

SBEIAASSHSST5

from where you get most of the information about new arrivals?intermet18301815182

specific shop1711132144

flyers4564019

tv137511036

magazines3362014

Total555648342195

Ho=People are not using source for getting information

H1=People are using source for getting informationHere Ho is rejected because we can see that significance level (the P value) is greater than 0.05 meaning that the null hypothesis will be reject so we can say that People are using source for getting information.rateyourreferenceforprice.Crosstab

Count

departmentsTotal

SBEIAASSHSST5

rate your reference for price..Lowest12867134

Low12101511149

Normal1822611057

High5993026

Highest95113028

Total565447352194

Symmetric Measures




N of Valid Cases194

Ho=price has not such an effect while buying clothesH1= price has an effect while buying clothesHere Ho is rejected because we can see that significance level (the P value) is greater than 0.05 meaning that the null hypothesis will be reject so we can say that price has an effect while buying clothes

RateyourreferenceforbrandCrosstab

Count

departmentsTotal

SBEIAASSHSST5

rate your reference for brandLowest7242116

Low9967031

normal1710125145

high82099046

highest13111612052

Total545247352190

Symmetric Measures




N of Valid Cases190

Ho=Brand has not such an effect while buying clothesH1= Brand has an effect while buying clothesHere Ho is rejected because we can see that significance level (the P value) is greater than 0.05 meaning that the null hypothesis will be reject so we can say that Brand has an effect while buying clothesRateyourreferenceforqualityCrosstab

Count

departmentsTotal

SBEIAASSHSST5

rate your reference for qualitylowest6222113

low8456023

normal9695029

high172093150

highest15242320082

Total555648362197

Symmetric Measures




N of Valid Cases197

Ho=quality has not such an effect while buying clothesH1= quality has an effect while buying clothesHere Ho is rejected because we can see that significance level (the P value) is greater than 0.05 meaning that the null hypothesis will be reject so we can say that quality has an effect while buying clothesRateyourreferencefordurabilityCrosstab

Count

departmentsTotal

SBEIAASSHSST5

rate your reference for durabiltylow4343115

lowest3695023

normal11698135

high20231010063

highest1616159056

Total545447352192

Symmetric Measures


Interval by IntervalPearson's R-.129.073-1.798.074c

Ordinal by OrdinalSpearman Correlation-.112.072-1.555.122c

N of Valid Cases192

Ho=Durability has not such an effect while buying clothesH1= Durability has an effect while buying clothesHere Ho is rejected because we can see that significance level (the P value) is greater than 0.05 meaning that the null hypothesis will be reject so we can say that Durability has an effect while buying clothesRateyourreferencefordiscountCrosstab

Count

departmentsTotal

SBEIAASSHSST5

rate your reference for discountlow6647124

lowest12787135

normal111499043

high1015132040

highest16111411052

Total555348362194

Symmetric Measures




N of Valid Cases194

Ho=Discount has not such an effect while buying clothesH1=Discount has an effect while buying clothesHere Ho is rejected because we can see that significance level (the P value) is greater than 0.05 meaning that the null hypothesis will be reject so we can say that Discount has an effect while buying clothesReferencegroupofbuyingclothescanbeanyone.Crosstab

Count

departmentsTotal

SBEIAASSHSST5

reference group of buying clothes can be any one.strongly agree1316126047

agree18231812273

neutral15111111048

disagree7452018

strongly disagree211206

Total555547332192

Symmetric Measures




N of Valid Cases192

Ho=Reference group cannot be anyone

H1= Reference group can be anyone

Here Ho is rejected because we can see that significance level (the P value) is greater than 0.05 meaning that the null hypothesis will be reject so we can say that Reference group can be anyoneYoutrytoupdateyourwardrobewithchangeinfashiontrendCrosstab

Count

departmentsTotal

SBEIAASSHSST5

you try to update your wardrobe with change in fashion trendstrongly disagree1114117043

disagree25192117183

neutral1216138150

agree5732017

strongly agree200103

Total555648352196

Symmetric Measures




N of Valid Cases196

Ho= People do not change them self with the change of fashion

H1= People change them self with the change of fashion

Here Ho is rejected because we can see that significance level (the P value) is greater than 0.05 meaning that the null hypothesis will be reject so we can say that People change them self with the change of fashion

AnyoneformsocietymadeyouhisreferenceCrosstab

Count

departmentsTotal

SBEIAASSHSST5

any one form society made you his referencestrongly disagree113125031

disagree22231312070

neutral12181111153

agree91094133


Total565748342197

Symmetric Measures




N of Valid Cases197

Ho= Reference group cannot be anyone

H1=Reference group can be anyone.

Here Ho is rejected because we can see that significance level (the P value) is greater than 0.05 meaning that the null hypothesis will be reject so we can say that Reference group can be anyoneadshaschangedyourbuyingbehaviourforclothesCrosstab

Count

departmentsTotal

SBEIAASSHSST5

ads has changed your buying behaviour for clothesstrongly disagree81277034

disagree21201511269

neutral11121216051

agree7881024


32100001

Total565447362195

symmetric Measures




N of Valid Cases195

Ho=Advertisement does not have effect while buying clothes.

H1= Advertisement have effect while buying clothes. Here Ho is rejected because we can see that significance level (the P value) is greater than 0.05 meaning that the null hypothesis will be reject so we can say that Advertisement have effect while buying clothes.SocietyhasnotatrongeffectonyourcasualwaeringofclothesCrosstab

Count

departmentsTotal

SBEIAASSHSST5

society has not atrong effect on your casual waering of clothesstrongly disagree11574027

disagree18221710269

neutral13101312048

agree91277035


Total565648362198

Symmetric Measures




N of Valid Cases198

Ho=Society is not affecting while buying clothes.

H1= Society is affecting while buying clothes.

Here Ho is rejected because we can see that significance level (the P value) is greater than 0.05 meaning that the null hypothesis will be reject so we can say that Society is affecting while buying clothes.

WithoutreferencewewillnotbeabletobuyclothesCrosstab

Count

departmentsTotal

SBEIAASSHSST5

without reference we will not be able to buy clothesstrongly disagree115101027

disagree18141110154

neutral161487045

agree5111310140


Total555548362196

Symmetric Measures




N of Valid Cases196

Ho=reference group is not important while buying clothes.

H1= reference group is important while buying clothes.

Here Ho is rejected because we can see that significance level (the P value) is greater than 0.05 meaning that the null hypothesis will be reject so we can say that reference group is important while buying clothes.

referencegrouphaveanegativeimpactonourlivingCrosstab

Count

departmentsTotal

SBEIAASSHSST5

reference group have a negative impact on our livingstrongly disagree810114033

disagree161398248

neutral1913159056

agree9121211044

Strongly agree4814017

Total565648362198

Symmetric Measures




N of Valid Cases198

Ho=reference group has not negative effect while purchasing clothes

H1=reference group has negative effect while purchasing clothes

Here Ho is rejected because we can see that significance level (the P value) is greater than 0.05 meaning that the null hypothesis will be reject so we can say that reference group has negative effect while purchasing clothes

Outsidercannotbeourreferencegroup*departmentsCrosstab

Count

departmentsTotal

SBEIAASSHSST5

outsider cannot be our reference groupstrongly disagree71056129

disagree16161815166

neutral1514116046

agree131185037


12100001

Total565748362199

Symmetric Measures




N of Valid Cases199

Ho= outsidercannotbeourreferencegroup

H1= outsidercan beourreferencegroupHere Ho is rejected because we can see that significance level (the P value) is greater than 0.05 meaning that the null hypothesis will be reject so we can say that outsidercan beourreferencegroup

ReferencegrouphavechangedyourdressingstyleCrosstab

Count

departmentsTotal

SBEIAASSHSST5

reference group have changed your dressing stylestrongly disagree101497040

Disagree17201816172

Neutral1315710146

Agree9471021


Total555647362196

Symmetric Measures




N of Valid Cases196

Ho= Referencegrouphave notchangedourdressingstyleH1= ReferencegrouphavechangedyourdressingstyleHere Ho is rejected because we can see that significance level (the P value) is greater than 0.05 meaning that the null hypothesis will be reject so we can say that ReferencegrouphavechangedyourdressingstylePastexperincecanalsoeffectonyourbuyingbehaviourofclothesCrosstab

Count

departmentsTotal

SBEIAASSHSST5

past experince can also effect on your buying behaviour of clothesstrongly disagree18171211058

disagree21261815181

neutral6888030

agree104101126


Total565748362199

Symmetric Measures




N of Valid Cases199

Ho=Past experience did not effect on our buying

H1= Past experience is effecting on our buying

Here Ho is rejected because we can see that significance level (the P value) is greater than 0.05 meaning that the null hypothesis will be reject so we can say that Past experience is effecting on our buying

ageCrosstab

Count

departmentsTotal

SBEIAASSHSST5

ageup to 201512118046

up to 2220242410078

up to 241215811248

more than 248545022

Total555647342194

Symmetric Measures




N of Valid Cases194

Our Findings.

After the research we can say most of the students have their own reference groups which strongly affect on their buying behavior of clothes. We can say that most of the students go out for the shopping of clothes with their friends and family. Some students use the branded clothes and they got their information from the internet, advertisements and some other mediums. Self esteem, perception and motivation like factors help them in buying clothes. Students also give importance to the price, quality, durability and as well as brand while buying clothes.

We have found that anyone can be their reference groups. It is not necessary only those people to whom person know can be their reference group but it can be any one it can be that person whom you have seen even on a Facebook page. Some of them make reference group to any one and tend to buy new outfit and update themselves. Reference group have their changed their lifestyles and their ways of living. Society has also affect on their buying of clothes. Students think reference group have not any negative effect. We can also tell that some students on their past experience. If they have a good past experience than they will buy otherwise they will not buy it. All these findings can help us to know the affect of reference on buying behavior of male students of UMT.

References: Bearden, W. O., Netemeyer, R. G., & Teel, J. E. (1989). Measurement of consumer susceptibility to interpersonal influence. Journal of consumer research, 473-481.

Iqbal, M. S. Dr. Zeenat Ismail Institute of Business Administration.

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26/01/2013

Proposal BRI

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