A

REPORT
ON

WOMENS INFLUENCE

ON BUYING BEHAVIOUR OF CONSUMER DURABLES IN PUNJAB

Submitted to

LOVELY PROFESSIONAL UNIVERSITY

In partial fulfillment of the requirements for the award of degree of
Master of Business Administration

Submitted by: Supervised by:

Santosh Nath (11613001) Savisca singh
T.Dwarika (11611245)
Shubham Pal (11614191)

LOVELY FACULTY OF BUSINESS AND APPLIED ARTS

LOVELY PROFESSIONAL UNIVERSITY
PHAGWARA
2016-18

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DECLARATION

We hereby declare that the work presented herein is genuine work done originally by us and has
not been published or submitted elsewhere for the requirement of a degree programme. Any
literature, data or works done by others and cited within this project work has been given due
acknowledgement and listed in the reference section.

Santosh Nath (11613001)

T.Dwarika (11611245)
Shubham pal (11614191)

Date: 29, nov, 2017

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 ACKNOWLEDGEMENT

It is our immense pleasure to do capstone research project on”Women Influence on buying

behavior of Consumer Durable goods. Here we would like to express our deep sense of
gratitude to our respected faculty mentor Savisca Singh [Assistant Professor, Lovely
Professional University] for his timely guidance, valuable support and encouragement at every
step of doing capstone project. We would also like to thank our other faculty members, my
classmates and all those persons who have directly or indirectly helped us in providing the
books and amenities which have helped in doing of this capstone project, without such help this
project report would not have been possible.

Santosh Nath (11613001)

T.Dwarika (11611245)
Shubham pal (11614191)

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 Contents

Sr. No. Chapter

1. Introduction (Introduction to the subject studied)

2. Review of literature

3. Need and objective of the study

4. Proposed Research Methodology

5 Tentative Chapterisation

6 References

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INTRODUCTION
An often-cited marketing maxim holds that around 80 percent of consumer purchases are
driven by women. The figure is often cited to emphasize how women are underestimated and
under-served as customers. But the generally-accepted principle frequently leaves retailers
and brands guessing at the extent of women's buying influence within given categories.

The theory bases its high purchasing power on how much a women will buy for herself, how
much she buys for others (i.e., husband, boyfriend, kids, nephews, male friends, etc.) and
even how much a women will influence other purchases. Their buying acumen is often
backed by stats around the female gender's growing economic power, their increasing
influence in the household, as well as perhaps stereotypical views on their propensity to shop.

The finding is most often quoted from Tom Peters' Re-Imagine! Business Excellence in a
Disruptive Age. In the book published in 2003, the management guru claims that women
make up 83 percent of all consumer purchases. The book notes that in category after
category, women are "instigators-in-chief" of most consumer purchases.

Breaking out few categories, the book estimates that women determine a whopping 94
percent of home furnishings purchases, 92 percent of vacations, 91 percent of new homes, 80
percent of DIY (do-it-yourself) projects, 68 percent of car purchases, and 51 percent of
consumer electronics buys. The book also found that women make up about 89 percent of the
spending decisions around new bank accounts and 80 percent around healthcare decisions.

But it's tough to figure out women's influence across all categories.

For instance, take the often male-skewed sporting goods industry. In its annual Sporting
Goods Market Report, the National Sporting Goods Association (NSGA) finds that women
on their own behalf acquire about 55 percent of units sold in 14 categories of athletic
footwear (excluding rugged outdoor, hunting boots, created footwear and water sport).
Including purchases she drove for her husband, sons, and other male friends, purchasing
power around athletic footwear could be argued to come close to the 80 percent mark. Falling
well short might be the category of sports equipment, in which women make up about a third
of sales and where purchasing decisions for children are often driven by the father But in his

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book, Mr. Peters laments on how, given their dominant purchasing power, women are rarely
turned to when it comes to marketing and product design. And he predicted inBusiness
Week last year that with women outpacing men in college degrees, they'll increasingly
be leading decision making in Corporate America.

In today‟s modern business world it‟s imperative for companies to know the purchasing
power of women .even more importantly companies need to know how to market to women
,to know their needs and wants and to realize that they make the majority of buying for their
households .

Women‟s buying habits aren‟t only important for homer purchasing decision, but more and
more they are influential in the business market.

Back in 1970, women constituted only 1 % of American business travelers .That figure now
sits at roughly 50%.

Women will continue to gain buying power and it‟s in the best interest of business to prepare
for this progress. Whether you are show producers, event planner, eihibitor etc it will be your
detriment to acknowledge the extremely strong influence women have on purchasing
decision around the country.

Tom Peters book “Re-imagine! Business excellence in a Disruptive age” outlines the strong
influence women have when purchasing products. This information should be a strong
indicator to companies about the importance of marketing products to women.

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REVIEW OF LITERATURE
The effects of perception on Indian urban female consumer buying behaviour, Dr.Avinash
Kapoor and Dr.Chinmaya Kulshrestha (2008)

Product may convey different meanings to different people, consumers form differing attachments to them.
The meaning of products may ultimately depend more on the nature of consumers rather than the nature of
products.

Ocass (2000) developed a model to measure the relationship between four types of involvements. His studies
suggested that that the female respondents were more highly involved in fashion clothing, its purchase,
advertising and wearing than male respondents.

Role of women in buying, Laurent and Kapferer (2003)

Women constitute around 48.3% of India‟s population as per 2001 census and are precious human
resource. There are 50.69 lakh working women in the organised sector , of these central government
employs about 6lakh ,and the private sector employ about 18 lakh and 3 lakh respectively.There is a large
and affluent women who are smart about money and pressed for time. They are not price resistant, but do
want to know what their money buys them.

The secrets of marketing to women, Zachktowsky (2000)

Young female consumers have been influenced by several environmental factors that separate them from older
shoppers .They have been conditioned into consuming earlier than previous generation.They have been
developed in an environment that provides more reason and opportunities such as television,the internet and
traditional catalogue based shopping.

Slama 1985, developed a scale to measure the purchase involvement of consumers. They used a Likert-
type scale to test the relationships between specific market characteristics and purchasing involvement and
suggested that marketers consider purchasing involvement as well as product involvement when attempting
to explain consumer behavior.

Research of female consumer behavior in cosmetics market case study of female consumers
,Taschian and martin (2007)
The rapidly changing social situation ,such as women equal rights ,significantly affects the women consumer
behaviours as well as improves their social status.The female consumer

consider wearing cosmetics not only for enhancing self confidence but also is a form to express social
politeness.

pg. 7
As indicated in the world market for cosmetics and toiletries, a comprehensive analysis of cosmetics market
offered by euro monitor international ,covering 52 countries of global 95% GDP while global market size is
expected to reach US $ 0.23 billion in 2009 ,while asia would become the largest cosmetics market in the
whole world from 2011 to 2013.

Listen to baby boomers ,Chang tzu Chiang (2007)

A new study by prevention magazine and the Keller faygroup , a word of mouth marketing researcher
,shows the quality of conversation is not the same in women ages between 43-62 versus those in 18-39
range.Baby boomer women are are more likely to pass on what they hear to others (68% versus 58%) and
then make actual in store transaction (55% versus 50%) Other finding which surveyed among 14654 women
ages 18 and older includes beauty and food generate the most positive,action oriented talk. Top most talked
about brands being Olay
,Dove ,Pantene, Avon, Loreal an Revlon

The rise of sheconomy,Belinda Luscombe (2008)

The buy or influence the purchase of 80% of all consumers goods ,including major car purchases.Women
actually buy 50% of all cars sold.Women purchases 51% of all consumer electronics ,this includes half of the
personal computers ,surprisingly, todays young girls is edging slightly ahead of their male counterparts in
amount of time spent online.
Women influence 80% of all family healthcare decision and buy 75% of all over the counter drugs.They are
the other who knows about how to mix and match herbal remedies , vitamins and minerals.In families where
both the spouses work ,wives out earn their husbands in
22.7% of these households with assets of over $600000.

Peculiarities of consumer perception in the aspect of marketing to women , Jurate

Benyte (2007)

Conducting perception studies, it is necessary to consider changes related to changing roles of recent
consumers, women and men. In this case it is important to mention the increased activity of women in the
society and family and the formation of a particular market for women. Therefore, women and peculiarities of
their behavior become a relevant research object, which forms a prerequisite for the development of a new

direction, defined as marketing to women.

The research object dwells on the perception as a variable of consumer behaviour and its role in the
theory of marketing to women.
The research aim is to identify the peculiarities of perception expression as a variable of consumer behaviour
within the context of marketing to women.

pg. 8
Research methods used. Conducting theoretical studies of perception as a variable of consumer behaviour
and marketing to women, the methods of comparative analysis and systemization of scientific literature were
employed.

Do men differ from women in their adoption intentions? , Volkar Mahnke (2003)
The present study builds upon the theory of reason-based choice [Shafir et al. 1993] to investigate consumer
behaviour by focusing on men and women perceptions and preferences. Gender research has been
extensively used in marketing. For example, a large number of research studies in advertising field suggest
that women react differently to advertisement than men, and thus, respond differently to marketing
strategies [e.g. Wolin
2003].
In the present study, we explore how gender influences the value perceptions in the adoption
decision and how it affects the individual‟s preferences for the different content categories.

Neural gender differences, Ioanna D. Constantiou and Dr. Tahir M.Q (2011)
Television food advertisements are playing greater role in affecting the buying behaviour of women. Women
are bombarded with so many advertisements. It is also affecting their food choices and health. In addition to
this , when the behaviours of the women are examined, it can be observed that women consume food which
are rich in fat and sugar while watching television.

The influencing role of women in family decision making, Belch, Lewis A. and R.W. Pollay. (2005),

Belch (2005) states that since teenagers are high users of the Internet, they have greater access to market
information which could impact their influence in family decision making. They found that teens who
perceive themselves to be „Internet mavens‟ (individuals who arerelied upon more for providing information from
the virtual marketplace), as well as their parents, believed that teens were more influential in all stages—initiation and
information search, and alternative evaluation and final decision stages. However, their influence was higher in the
initiation and information search stages as compared to alternative evaluation and final decision stage.

Women’s influence upon family purchase decision making, Hansen F, Nielsen J and
Christansen P (2005)
Liebeck (1998), states that women‟s are now more knowledgeable - they have increased access to
information and a greater knowledge and understanding of today‟s issues. They are truly the Internet
generation, and get their news and information primarily from television. Today's women also have disposable
cash and visit multiple store formats every month. They understand the marketing and advertising campaigns
presented to them. They are, however, rooted to home - their family is still their most important social group.

pg. 9
 Women power: excerpts from the indian survey,Kapoor and Verma
Manish Mittal1, Anisha Daga, Ginni Chhabra and Jyoti Lilani(2008) They states that women are
increasingly playing important role in family buying decision and television advertisements are the most
important factor affecting women‟s demand for a product. Their study also reveals that women demand more
of the product whose advertisement they like. They feel that TV advertisements do help in economic
socialization of women by providing them relevant knowledge about brands and products but also are
changing their food habits, making them demand the advertised products more frequently and turning them
into naggers to fulfil their demands.
Dr.G.Sudharasan Reddy and Ms. Rajarashmi. P.S (2004) undertook a study entitled “Buyer Behaviour of
Home Appliances with special reference to Microwave Products in Punjab” the objective of this study are to
study the brand awareness of the buyers, to know the income level of microwave buyer, to extract the source of
information through which buyers came to know about microwave, to know buyers preference of branded
product, to determine the decision maker, to identify the factors influencing the buyers while purchasing
microwave product, to identify the most favourable choice of microwave, to provide suggestions to microwave
companies. Based on the objectives the findings are: the income levels of the buyer are above 15,000.The print
media is the important source of information for the purchaser. Almost all the respondent prefers the branded
product. The study reveals that the wives are the decision maker’s followed by the husband and wife discussion.
Factor influencing the purchase of microwave are Quality of the product rather than the any attribute followed
by brand name, price, and features and after sales service. Among all other brands LG stands first. Thus the
buyer behaves positively when Quality and branded product is purchased by them.

Aradhana Krishna (2003)

Viewed that buyers’ purchase behaviors can be influenced not only by the current prices of a product but also by
those prices expect in the future.

Bhawaniprasad and Kumari (1987)

have analyzed “Impact of advertising on consumer durables markets: A study of Refrigerator consumer”, in this
study a ranking/importance of refrigerator among other consumer durables is studied. Study of 200 owners of
Allwyn refrigerator in cities of jalandhar and paghwara in Punjab indicates that a very positive impact of advertising
is found on the consumer durables market.

Mujahid-Mukhtar E, Mukhtar H (1991) has studied role of decision making for household durables: good
measure of female's power within a household in Punjab. It is their influence in the purchase of new home
improvement technology good (cars, appliances, etc.), who’s expense and life-long nature makes their purchase
An important decision. The study identified various cultural and economic factors that affect female's decision
making power

Aradhana Krishna (2003) viewed that buyers’ purchase behaviours can be influenced not only by the current
prices of a product but also by those prices expect in the future.


Bhawaniprasad and Kumari (1987) have analyzed “Impact of advertising on consumer durables markets: A
study of Refrigerator consumer”, in this study a ranking/importance of refrigerator among other consumer
durables is studied. Study of 200 owners of Allwyn refrigerator in the twin cities of Hyderabad and
pg. 10
Secunderabad and Districts of Nizamabad and Karimnagar in Andhra Pradesh indicates that a very positive
impact of advertising is found on the consumer durables market.


Bayus (1991) studied “The consumer durable replacement buyer”, and found that replacements account for a
substantial portion of the sale of consumer durables in the U S. Results of replacement of automobiles indicate
that “early” replacement buyers are more concerned with styling and image and less concerned with costs than
“late” replacement buyers.

Gupta & Verma (2000) have done a study under convenience sampling of 50 household of New Delhi by
questionnaire. It indicates that husband’s influence is considerably higher that the wives. Children also play an
active role in brand selection of CTV.


Jain and Sharma (2000) studied 584 respondents out of 800 questionnaires of Delhi in five professional
category observed that selected products represent different product categories in terms of both durability and
frequency of purchase as required. Study shows that the levels of consumer involvement differ across products.
As against non-durables, consumer perceives durables as more involving products.


Mujahid-Mukhtar E, Mukhtar H (1991) has studied role of decision making for household durables: good
measure of women's power within a household in Pakistan. It is their influence in the purchase of new home
improvement technology good (cars, appliances, etc.), who’s expense and life-long nature makes their purchase
an important decision. The study identified various cultural and economic factors that affect women's decision
making power

SRI – IMRB (2000) evaluated a comparison of the education and income levels of different clusters, and it
indicated that those who give higher priority to consumer electronic products are more educated and affluent.
The study also revealed that transportation durables preceded consumer electronic products in the acquisition
hierarchy, suggesting a tactical approach.

Venkteshwar and Rao (2000) have focused on tracing and identifying the elements in consumer decision-
making; the research has studied 200 urban workingwomen belonging to different occupation, educational and
income groups. Study observed television as a major source of information, for 65.5% consumers. While group
forces affects 50% respondents. Surprisingly 45%-employed women still feel radio as a source of information.

(Barletta M., 2006)

According to Marti Barletta, they are put off by patronizing advertisements which blatantly tell them, ‘You
should buy it’. On the other hand, they respond best to conversational and informational ad pitches which helps
them weigh the pros and cons of product they are looking forward to purchase.

pg. 11
(Blackwell et al; 2005)
Consumer behaviour are activities people undertake when obtaining, consuming and disposing of products and
services. Obtaining refers to the activities leading up to and including the purchase or receipt of a product.
Consuming refers to how where, when and under what circumstances consumer use products. Disposing includes
how consumers get rid of products and packaging.”. In short, consumer behaviour can be defined as a field of study,
focusing on consumer activities. Mowen and Minor (1998) describe Consumer Behaviour as the study of the buying
units and the exchange processes involved in acquiring ,consuming and disposing of goods , services, experiences
and ideas. The term buying units is used rather than consumers.

(B. Brennan, 2011)

Women now dominate consumer purchasing to such a degree that some companies like Procter
& Gamble have started simply referring to consumers with the pronoun ‘she’. The world over, women are
joining the workforce, earning their own money and also driving the spending of their spouses – they have
become alpha consumers of planet earth.

(B. Brennan, 2012)

Since most of the marketers are men, they design products and services without giving much relevance to
women. Most of the firms believe that men and women think the same way. An increase in the purchasing
power of women has unleashed major changes in the society as well as in their consumption patterns. These
changes give rise new products and services.

The various changes in demographics pertaining to women are delayed marriages, higher divorce rates, single
parent families etc.. Thus the opportunities for marketers are tremendous and it is imperative for companies to
understand the implications of these demographic changes.

(N.Rajput, 2012)
Dynamics of women buyer behavior with respect to apparels, it was found out that the most important source of
information was found to be family and friends followed by internet and advertisement. It was observed in the
study that Price, Fitting, Income Level of consumers are significant factors and females have distinctive appeal
for these factors in distinctive apparel shopping behavior and should be considered seriously by apparel retailers
in strategy formulation while giving critical importance to these factors. There are some factors which are found
to be insignificant like Status, Durability, and celebrity endorsement, hence can be ignored by the apparel
retailers in their efforts to tap and capture the market.

(Silverstein M. et al, 2009)

Women have always sought ways to get the good feeling that comes from enhancing their natural looks.
Knowing that they look good has a powerful and positive effect on women. It makes them feel more confident,
engaging and attractive. Women who spend as much as they can on beauty report feeling more satisfied,
successful and powerful. The proliferation of brands and the stepped up pace of innovation has given women
pg. 12
more choice and as a result a tendency to always be on a lookout for the next new thing. According to a study by
Boston Consulting Group in the book by Silverstein and Sayre, it was found out none of the women studied,
needed new clothing. They had plenty of garments in their closets, dressers and wardrobes. When women don’t
get the clothes that fit them, it can be very frustrating. That is when they move to products like jewellery,
footwear and handbags. She does not have to worry about her weight when she needs to try on a handbag.

(Schaninger, 1981)
Companies in India are taking advantage of this period of social, demographic and economic transition. Many
marketers are weaving their marketing strategies to woo women consumers. Banks prefer women consumers for
offering loans as they have a greater probability of repayment and they use their financial resources more
productively. According to Marti Barletta, women tend to be valuable customers for three reasons. Firstly they
are loyal, secondly, women spread positive word of mouth of a product or service if they are satisfied and
thirdly, since more men are being laid off there is more likelihood of women bringing in the major share of the
household income.

STATEMENT OF THE PROBLEM

An understanding of purchase behaviour of female towards durable goods is an essential as it reflects the
influence of brands, price, quality, quantity, mode of purchase, etc. The success of the market or the failure
depends on the purchase behaviour of consumers. female are taking the lead roles as of today than the yester
years. This is due to the outcome of education, employment, etc. Present, female are taking the lead in purchase
decisions too. Hence, the present study.

OBJECTIVES OF THE STUDY

After the national and international literature review, the researcher downsizes the appropriate two objectives
namely:
1. To study female’s purchasing behavior towards durable goods.
2. To know the role of female in purchase decision making process towards durable goods.

Sample size = It refers to the individuals who are to be surveyed in the study .Sample size of the research will
be 200 respondents.

Sampling technique: Random Sampling.

Scaling technique
We will be using likert scale, semantic scale in questionnaire.
Data collection instrument
As a survey will be conducted to collect the data from respondents; so for the purpose a questionnaire will
be designed.
Data source
Primary data and Secondary data.

PRIMARY DATA: The primary data are first hand data which is generated specially for the pursuing research
project. I am collecting primary data by preparing questionnaire for my research project. A structured
questionnaire will be then prepared for the respondents in order to collect the data.

pg. 13
SECONDARY DATA:The secondary data can be defined as data collected by someone else for purposes other
than solving problem being investigation and previously meant for another purpose. . I have used company
database, magazines, journals, paper and internet for the collection of data. It helps us to better determine our
problem and formulate an appropriate research design.

STATISTICAL TOOLS USED

The main statistical tools used for the analysis and interpretations of data in this project are:

Graph, pie chart and bar are used to analyze and interpretation of the data.
Factor Analysis
It will help us in finding out various different factors.


pg. 14
Interpretation

• The survey was meant for only female respondents, a majority of them were aged in the group is between
21-30 years.
• There are around 6.9% of women who are aged between 30-40 years.
• 3% of women are aged below 20.
• 2% of women are aged between 40-50 years.

• Around 99.5% respondent have been used durable goods.

pg. 15
• 71.3% has been using consumer durable goods for more than 2years, 23.8% are using from last 1-2
years, 3% of women are using durable goods between 0-1 years and remaining are using durable goods
less than 6 months.

• 42.8% of women agree advertisement influence buying decision of durable goods where 39.8% of
women are strongly agree on it, around 16.9% of women think there will be a average influence of
advertisement on buying behavior of durable goods and remaining are dis-agree on the same statement.

pg. 16
• From 202 responses on assess(judge) the quality of the consumer durable goods, around 98% of women
can assess the quality of the consumer durable goods and remaining 2% are unable to judge the quality of
the consumer durable.

• The respondent who are agreed on judging the quality of durable goods in that 40.8% of women judge
the quality of durable goods form Brand reputation image, where 32.8% of women can accesses the
quality of the consumer durable goods by price level, 12.9% of women can judge the quality by Brand
ambassador, 11.9% will judge the quality by other reasons and remaining they can judge by quality and
reviews of the durable goods.

pg. 17
• Coming to purchase decision of durable goods these are scaled in to strongly Disagree, Disagree,
Neutral, Agree, Strongly Agree with factors which are explained below, they are-

• Price of the product-

From 202 around 107 respondent strongly agree price of the product is the factor to influence purchase
decision, where 81 respondent Agree that price of the product influence the purchase decision, 8
respondent are neutral on it and remaining respondent are dis-agree on the statement.

• Quality of the product-

118 respondent are agree quality of the product influence purchase decision of consumer durable goods,
where 72 respondent are strongly agreed on it and 5 are neutral & 5 are dis-agree on the same stament.

• Availability of the product-

From 202 around 123 respondent agreed on availability of the product is the factor to influence purchase
decision, where 45 respondent Strongly-agree that availability of the product influence the purchase
decision, 30 respondent are neutral on it and remaining respondent are dis-agree with the statement.

pg. 18
• Brand name of the company-
Around 93 respondent believe brand name of the company is influence buying decision of the consumer
durable goods, where 85 respondent are strongly agree on the statement, 17 respondent are neutral on
this statement and reaming are strongly dis-agreed & disagreed will Brand name of the company will
influence buying decision of consumer durable goods.

• Previous experience-
76 respondent are agree on previous experience will influence purchase decision of consumer durable
goods, where 61respondent are strongly agreed on it, 59 are neutral on the same factor and remaining are
dis-agreed previous experience will influence purchase decisions of durable goods.

• Advertisement-
From 202 around 112 respondent agreed on Advertisement is a factor to influence purchase decision of
consumer durable goods, where 44 respondent are Strongly-agree that advertisement will influence the
purchase decision, 39 respondent are neutral on it and remaining respondent are dis-agree with the
following factor.

• Family/friends opinion-
Around 92 respondent are neutral for family/friends opinion will fluence buying decision of the
consumer durable goods, where 80 respondent are agree on the same statement, 23 respondent are neutral
on this statement and reaming are strongly dis-agreed & disagreed will family/friends will influence on
buying decision of consumer durable goods.

• Sales and promotion activates-

88 respondent are agreed on sales and promotion activates will influence purchase decision of consumer
durable goods, where 86 respondent are Neutral on it, 21 respondent are strongly-agree on the same
factor will influence purchase decision of durable goods and remaining are dis-agree on sales and
promotion activates will influence purchase decisions of durable goods.

• 108 respondent are satisified with the price of the durable goods, 61 respndent are highly satisified with
the price of the durable goods, 33 respondent are normal in this.

pg. 19
• Coming to the features if high quality there are around 77 respondent are satisfied if the features of the
durale goods is high quality, where 70 respondent is highly satisified if the durable goods quality is high
and remaining 54 where normal in this.
• Around 115 respondent where agreed that brand name will satisified when they are buying durable
goods, where 59 respondent where highly satisified with the brand name and remaining 28 are in normal
with the brand name.
• According to the responses around 104 respondent are satisified with the availbality of goods, where 63
respondent are normal in this and remaining are highly satisified with the availbality of durable goods.

pg. 20
• In th above respondents it is clear that maximum number of repondent have the durable goods that are
mentioned in the questionnire.

pg. 21
• From the above respondent it’s clear that price, quality, barnd image, color, shape/size, model & design
will paly a mjor role while making a purchasing decision of durable goods, where after slaes service,
Guranate offered , brand preference and others are also influence to purchase a consumer durable goods.

pg. 22
• Coming to factors most of the respondent are agreed that repetitive ads are influential while purchasing
durable goods.
• Around 110 respondent will be influential while purchasing buying behavior of durable goods.
• Product demonstration is also influential for purchasing the consumer durable goods.
• There is moderate influence for purchasing the durable goods, easy memory also make consumer to
purchase durable goods.

• There is a moderate for helps to eliminate the middlemen and price awareness is also played a major role
in it.
• Market position of brand is influential while purchasing the durable goods and preference of the public is
also influential while purchasing durable goods.

pg. 23
• From the above bar graph it is clear that good quality of durable goods will influence the buying
behavior of durable goods, where affordable price will we having the moderate influence on buying
behavior of durable goods.
• Timely availability of durable goods is also a influence a buying behavior of the durable goods.
• Most of the respondents are choose the scale 5 for easy applicability of durable goods will influence the
buying behavior for durable goods.
• Around 82 respondent have scaled 6 for reliability for the durable goods.

pg. 24
FACTOR MATRIX
Factor Matrixa
Component

1 2 3 4

Influence of price on
.485 -.240 .429 .247
purchasing behavior

Influence of quality .585 -.257 -.014 .311

Influence of advertisement .314 .565 -.234 .205

Influence of friends .239 .542 -.117 .491

Influence of relatives .098 .644 .163 -.224

Influence of brands .608 -.083 -.403 -.113

Influence of features .595 -.170 -.298 .054

Influence of convenience .555 -.229 -.336

-.008
Influence of services .518 -.168 .242 .266

purchase .224 .395 .498 -.307

.519 .027 .499 -.209

.519 .027 .499 -.209

.519 .027 .499 -.209

Extraction Method: Principal Component Analysis

Factor Matrix –
This table contains the un-rotated factor loadings, which are the correlations between the variable and the
factor. Because these are correlations, possible values range from -1 to +1. This makes the output easier to read
by removing the clutter of low correlations that are probably not meaningful anyway.

pg. 25
ROTATED FACTOR MATRIX

The columns under this heading are the rotated factors that have been extracted. As you can see by the
footnote provided by SPSS (a.), four factors were extracted (the four factors that we requested). These are the
factors that analysts are most interested in and try to name.
The first factor might be called “friends impact” because items like “influence of friends” are loaded on
it.Similarly,the second factor might be called “offers impact”.The third factor might be called “Advertisment
impact” and finally the fourth factor might be called “price impact”.

Compo
nent 1 2 3 4

1 .656 .689 .192 .241

2 -.360 -.042 .814 .454

3 .440 -.590 -.197 .648

4 .497 -.418 .512 -.562

Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.

Factor Transformation Matrix - This is the matrix by which you multiply the unrotated factor matrix
to get the rotated factor matrix.

pg. 26
 RESULTS AND FINDINGS

• The survey was made only for women’s.

• A majority of them were aged in the group 21-30 years.
• Over 99.5% are aware of durable goods.
• A majority of them are using durable goods since 2 years.
• Advertisement is a major factor which influence the purchasing behavior of durable
goods.
• Around 98% of respondent can judge the quality of durable goods.
• The respondents finds that Brand reputation image is useful to judge the quality of the
durable goods.
• The respondent find that price of the product, previous experience, family/friends opinion
will play a major role while purchasing durable goods.
• Advertisement also influence buying behavior of durable goods.
• Most of the respondent are using durable goods which are mentioned in the questionnaire
like washing machine, laptop, air cooler etc.
• Quality, Brand image, after sale service, guarantee are the major factors which influence
the purchasing behavior of durable goods.
• The respondents are very likely to make purchase of durable goods with good quality,
previous experience, promotion of the products.
• Price, quality of the product, brand and availability of the product influence the women’s
towards purchasing durable goods.

pg. 27
 Tentative chapterization

The tentative chapteriszation of this research will be as follow:

1. Introduction
2 Review of Literature
3 Need and Scope of the study
4 Research Objective and Methodology
• Research Design

• Sample Design
➢
 Population of the study
➢
 Sample size
➢
 Sampling Technique
➢
 Data collection method
➢
 Data collection instrument
➢
 Data source
5 Results and Findings
6 Bibliography

pg. 28
Bibliography
1. Auty, S. and Elliot, R. (1998). Fashion involvement, self-monitoring and the Meaning of brands. Journal
of Product and Brand Management 7 (2), 109-123.

2. Bakewell, C. and Mitchell, V. (2003). Generation Y female consumer decision-making styles.

International Journal of Retail and Distribution Management, 31 (2), 95-106.

3. Barletta, M. (2003). Marketing to women: How to understand, reach, and increase your share of the
world‟s largest market segment. Chicago, IL, Dearborn Trade
Publishing.

4. Behling, D. (1999). Measuring involvement. Perceptual and Motor Skills, 88, 55-64.
5. Census, 2001, India

6. Darden, W. and Ashton, D. (1975). Psychographic profiles of patronage preference groups. Journal
of Retailing, 50, 99- 112.
7. Ehrenberg, A., Schriven, J. & Barnard, N. (1997). Advertising and price. Journal of
Advertising Research, 37 (3), 27-35
8. .
9. Evard, Y. and Aurier, P. (1996). Identification and validation of the components of the personobject
relationship. Journal of Business Research, 37, 127-134.

10. Fairhurst, A., Good, L. and Gentry, J. (1989). Fashion involvement: an instrument validation
procedure. Clothing and Textiles Research Journal 7 (3), 10-14.

11. Fenigstein, A., Scheier, M., and Buss A. (1975). Public and private self-consciousness:
assessment and theory. Journal of Consulting and Clinical Psychology, 43 (4), 522-527.

12. Goldsmith, R. (2002). Some personality traits of frequent clothing buyers. Journal of Fashion
Marketing and Management, 6 (3), 303-316.

13. Goldsmith, R., Moore, M. and Beaudoin, P. (1999). Fashion innovativeness and self-concept: A
replication. Journal of Product and Brand Management, 8 (1), 7-18.

14. O‟Cass, A. (2001). Consumer self-monitoring, materialism and involvement in fashion clothing.
Australian Marketing Journal 9 (1), 46-60.

15. Solomon, M. and Rabolt, N. (2004). Consumer Behavior in Fashion, NJ, Prentice Hall.

16. Zaichkowsky, J. (1986). Conceptualizing involvement. Journal of Advertising, 15 (2), 4- 34.

pg. 29
Questionnaire on
WOMENS INFLUENCE ON BUYING BEHAVIOUR
OF CONSUMER DURABLES IN PUNJAB

1) Name

2) Age (in years) *

Mark only one oval.

Up to 20
21- 30
30-40
40-50

3- Are you aware of Durable Goods *

Mark only one oval.
Yes
No

4. 4- Have you used Durable goods? *

Mark only one oval.
YES
NO

5. 5- If you are a consumer of a Durable goods how long have you been using it? *
Mark only one oval.
Below 6 Months
0-1 Years
1-2 Years
Above 2 Years

6. 6- Do you think the advertisement of durable goods has a major influence in your buying
decision?

Agree
Strongly Agree
Average
Dis-agree

pg. 30
WOMENS INFLUENCE ON BUYING BEHAVIOUR OF CONSUMER DURABLES IN PUNJAB

7. 7- Can you assess (Judge) the quality of the consumer durable? *

Mark only one oval.
Yes
No

5. 8- If Yes, How do you assess the quality of the consumer durable goods?
Brand Reputation Image
Price Level
Brand Ambassador
Others

Other:

6. 9- Please rate the following factors which influence your purchase decision. *
Mark only one oval per row.

Strongly Disagree Disagree Neutral Agree StronglyAgree

Price of the product
Quality of the product
Avavility of the product
Brand name of the company
Previous Expreince
Advertisment
Family/Friends opinion
Sales promotion activites

i 10- Please rate your satisfactory level of durable goods on the following features. *
Mark only one oval per row.

very poor Poor Normal Satisified Highly satisified

Price
High Quality
Brand name
Availbality of Goods

i 11- Do you use the following durable goods in your home? (Please tick the following
Products) *
Mark only one oval per row.

Yes No
Mixie
Grinder
Washing Machine
Refrigerator
Television
Laptop / PC
Mobile Phones
Water Purifier
Microwave Oven
Air Conditioner

pg. 31
 WOMENS INFLUENCE ON BUYING BEHAVIOUR OF CONSUMER DURABLES IN PUNJAB
i 12. Which feature influences you more to make a purchase Durable goods?(Please Rank 1 to
7) *
Mark only one oval per row.

1 2 3 4 5 6 7
Price
Quality
Brand Image
Colour
Shape/Size
Model & Design
After sales service
Guarantee Offered
Brand Preference
Others

13. 13- Which of the factors influence you to purchase the consumer durable goods? (Please tick
the relevant choice) *
Mark only one oval per row.

Very Moderate Less Least

Influential
Influential Influence Influence Influence
Repetitive Ads
Information
Product Demonstration
Easy Memory
Helps to eliminate the
middlemen
Price Awareness
Market Position of Brand
Preference of the Public
Brand Ambassador
Durability

14. 14- Rank the following factors based on your Experience on Durable goods? *
Mark only one oval per row.

1 2 3 4 5 6 7

Good Quality
Affordable Price
Timely Availability
Easy Applicability
Reliability

pg. 32
pg. 33