CAPSTONE PROJECT WOMENS INFLUENCE ON BUYING BEHAVIOUR OF CONSUMER DURABLES IN PUNJAB Submitted to Lovely Professional University In partial fulfilment

of the requirements for the award of degree of MASTER OF BUSINESS ADMINISTRATION

Submitted by: AZHAR SHOKIN JAI PRAKASH GAURAV KUMAR SINHA RAJU SAW

Supervisor: ABHISEK DUTTA ASSISTANT PROFESSOR

DEPARTMENT OF MANAGEMENT LOVELY PROFESSIONAL UNIVERSITY PHAGWARA

Contents

Sr. No. 1. 2. 3. 4. 5 6

Chapter Introduction (Introduction to the subject studied) Review of literature Need and objective of the study Proposed Research Methodology Tentative Chapterisation References

Page No. 3-4 5-10 11 12-13 14 15

INTRODUCTION
What is consumer durable? Consumer durables involve any type of products purchased by consumers that are manufactured for long-term use. As opposed to many goods that are intended for consumption in the short term, consumer durables are intended to endure regular usage for several years or longer before replacement of the consumer product is required. Just about every household will contain at least a few items that may be properly considered to be of a consumer durable nature. One of the most common of all consumer durables would be the furniture found in the home. This would include items such as sofas, chairs, tables, bed frames, and storage pieces such as chests of drawers and bookshelf units. Another common example of customer durables in the possession of most households is appliances. These items may include ovens, refrigerators, toasters, and gas or electric water heaters. Consumer durables of this type are intended for use on a continuing basis, and often are sold with some type of warranty or service contract that helps to ensure the appliance will continue working for an appreciable period of time. Following are consumer electronics products: Washing Machines (Semi-automatic & Fully Automatic)TelevisionSet-top BoxRefrigerator (Frost-free & Direct Cool)Air ConditionerMicrowave OvenMP3 PlayersDigital Camera & CamcorderMobile HandsetsPCs (Desktop & Notebook)

THESE ARE CONSUMER DURABLES ITEMS:-

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 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 todays modern business world its 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 . Womens buying habits arent 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 its 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.

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 Indias 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 consumers
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consider wearing cosmetics not only for enhancing self confidence but also is a form to express social politeness. 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 behaviour 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. 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 individuals 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 are

relied upon more for providing information from the virtual marketplace), as well as their parents, believed that teens were more influential in all stagesinitiation 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 stages. Womens influence upon family purchase decision making, Hansen F, Nielsen J and Christansen P (2005) Liebeck (1998), states that womens are now more knowledgeable - they have increased access to information and a greater knowledge and understanding of todays 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.

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 womens 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. Womens buying behaviour and the market Leonhardt and Kerwin, (1997). they states that women in the modern society have assumed larger roles in their homes and are involved in the shopping and buying decisions. In the US, women above the age of 12 are estimated to influence $130-670 billion in the family purchases. As women are exposed to several advertisements, they acquire product-related information which translates into increased purchase requests by them.

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Buying behavior: gender and socioeconomic class differences on interpersonal influence susceptibility, Dr. Zeenat Ismail (2010) The purpose of present study was to find out the gender and social class difference on interpersonal influence susceptibility on buying behavior. It was hypothesized that Female buyers would be more susceptible on interpersonal influence as compare to male buyers. It was also hypothesized that there would be significant difference between low, middle and high socioeconomic class buyers on susceptibility to interpersonal influences. Sample consisted of 135 (70 female and 65 male in which 51 from lower socioeconomic class, 47 from middle socioeconomic class and 37 were taken from high socioeconomic). The age range of the sample was between 21 to 40 years and education level was at least graduation. The sample was selected from Punjab. Personal data form was administered to gather the demographic information and to find out socioeconomic class. Then a Scale of consumer susceptibility to interpersonal influence (Beardon, Netemeyer, and Teel, 1989)1 was administered to measure interpersonal influence susceptibility on buying products. After scoring, T-Test and one way ANOVA was applied. The results indicate non significant difference among females and males, but significant difference between low, middle and high socioeconomic class buyers on susceptibility to interpersonal influence and that high socioeconomic class are comparatively more susceptible. Additional findings indicate specific differences in males, females on three socioeconomic classes and overall on different educational level. Influence of brands on female consumers buying behavior, Hareem Zeb, Kashif Rashid,
and M.Bilal Javeed (2010)

The purpose of this research is to examine Indian female consumers buying behavior and understand the key factors of branded clothing which influence female consumers involvement towards trendy branded clothing. A survey was conducted from general female consumers aged between 20-35 to obtain empirical evidence by using questionnaire and statistical techniques. The total of 415 respondents filled the questionnaires. The results indicate that status branding, brand attitude, paying premium for branded clothing, selfconcept and reference groups were found to have positive effects on female consumer buying behavior while increasing consumer involvement in fashion clothing. This paper expands understanding of female consumer buying behavior related to Indian environment and highlights the factors that highly influence consumer involvement in fashion clothing.

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Advertising, buying pattern and women, Seiter (1993). Goldberg et al., 1978; Boush et al., 1994) They states that the impact of television advertising on women occurs at multiple levels, including the relatively immediate productpersuasion effects intended by the advertiser, as well as broader and/or more cumulative types of influences that accrue from exposure to large numbers of commercials over time. For example, a cereal ad may have the immediate effect of generating product-purchase requests and increasing product consumption, but it may also contribute to outcomes such as misperceptions about proper nutritional habits. Celebrities are commonly used by marketers, as womens views of advertising appeals are largely influenced by them. The practice is largely witnessed in beauty soaps advertisements by film stars. Impact of media use on women and youth, MQ Tahir (2003) Roedeer(1981) states that the effect of advertising on women have been subject of considerable research during past three decades. Women are difficult to study and today women live in rapidly changing technological world .research with women is an even newer idea than selling to them. Research must be done to understand the consumer behaviour of women

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OBJECTIVE OF THE STUDY: OBJECTIVE:1. To ascertain womens influence on buying behaviour in consumer durable products. 2. Factors influencing the perception of women towards consumer durable products during purchase. NEEDS OF THE STUDY: With the help of this study it is easy to find out those factors which influence the perceptions of the womens in purchasing. It helps to the business organizations like Retail stores to make the strategy according to considering the all those factors which influence the perceptions of the womens in buying or purchasing behavior. Because generally those consumer durable products which are used in the family are mainly purchased by the womens and thats why this study is needful to find out all the influences which considered during the purchasing time of the consumer durables by the womens in a family. : - For making strategy according to the perception of the womens in retail stores. : - Providing better solutions at the time of purchase especially by the womens. The success of the marketing program rests on the decision of the buyers or the ultimate users. The behavioral studies make possible sophistication in consumers motivation and thus, help a marketing manager to show or display his perfection. Whoever wins the confidence wins the race and whoever loses it is thrown. One way or the other, all of us is consumers. Hence, the marketing manager bears the vital responsibility of studying the factors governing the decision making practices of the consumers at large. An in depth and careful study of the buyers behavior may be more sensitive.

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RESEARCH METHODOLOGY Research Design

A research design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure. In this research, Exploratory Research Design will be used. Sample Design Population of the study Survey will be conducted in 4 city of Punjab. Sample size It refers to the individuals who are to be surveyed in the study .Sample size of the research will be 200 respondents. The sample size has been segmented into four cities of Punjab, namely Jalandhar, Amritsar, Ludhiana and Mohali.The female population of the cities are :
CITIES ACTUAL POPULATION SAMPLE (.005%)

Jalandhar Amritsar Ludhiana Mohali Total

1041217 1168803 1621679 69663 3901362

52 58 81 3 195

Sampling technique: Judgemental Sampling. Scaling technique We will be using likert scale, semantic differential 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.

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PRIMARY DATA: The primary data are first hand data which is generated specially for the pursueing 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. 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:

Test Technique We will use Z- test technique to analyze the hypothesis.This is because our sample size is greater than 30. Factor Analysis It will help us in finding out various different factors.

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Factor Analysis

KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity Approx. Chi-Square Df Sig. .706 331.050 78 .000

Kaiser-Meyer-Olkin Measure of Sampling Adequacy: This measure varies between 0 and 1, and values closer to 1 are better. A value of .6 is a suggested minimum. Here it is .706 which shows data is near to 1 and hence reliable. These tests provide a minimum standard which should be passed before a factor analysis (or a principal components analysis) should be conducted.

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Scree plot: The scree plot graphs the eigenvalue against the factor number. You can see these values in the first four columns of the table immediately above. From the fifth factor on, you can see that the line is almost flat, meaning the each successive factor is accounting for smaller and smaller amounts of the total variance FACTOR MATRIX

Factor Matrix

Component 1 Influence of price on purchasing behavior Influence of quality Influence of advertisement Influence of friends Influence of relatives Influence of offers Influence of brands Influence of features Influence of convenience Influence of services Influence of celebrity influence Influence of traditional purchase Influence of festive season .519 .027 .499 -.209 .485 .585 .314 .239 .098 .454 .608 .595 .555 .518 .046 2 -.240 -.257 .565 .542 .644 .283 -.083 -.170 -.229 -.168 .678 3 .429 -.014 -.234 -.117 .163 -.412 -.403 -.298 -.008 .242 .075 4 .247 .311 .205 .491 -.224 -.455 -.113 .054 -.336 .266 .183

.224

.395

.498

-.307

Extraction Method: Principal Component Analysis. a. 4 components extracted.

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Factor Matrix - This table contains the unrotated 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.

ROTATED FACTOR MATRIX

Rotated Factor Matrix
a

Component 1 Influence of price on purchasing behavior Influence of quality Influence of advertisement Influence of friends Influence of relatives Influence of offers Influence of brands Influence of features Influence of convenience Influence of services Influence of celebrity influence Influence of traditional purchase Influence of festive season .715 .625 .001 .154 -.207 -.211 .196 .347 .276 .639 -.090 2 -.012 .292 .245 .005 .038 .734 .708 .571 .537 .110 -.117 3 -.061 .065 .671 .762 .396 .165 .071 .062 -.251 .051 .640 4 .147 -.160 .066 -.048 .548 .227 -.089 -.157 .213 .056 .265

.071 .446

-.028 .150

.109 -.084

.729 .578

Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. a. Rotation converged in 6 iterations.

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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.

FACTORS Influence of price Influence of quality Influence of service Influence of offers Influence of brands Influence of features Influence of convenience Influence of advertisement Influence of friends Influence of celebrity Influence of relatives Influence of traditional purchase Influence of festive season

GROUPS

Customer value

Product and brand attributes

External factors

Traditional activities

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No. of buyouts Cumulative Frequency Valid 1 2 3 4 5 6 7 8 15 36 Total 45 56 48 14 17 7 6 4 1 2 200 Percent 22.5 28.0 24.0 7.0 8.5 3.5 3.0 2.0 .5 1.0 100.0 Valid Percent 22.5 28.0 24.0 7.0 8.5 3.5 3.0 2.0 .5 1.0 100.0 Percent 22.5 50.5 74.5 81.5 90.0 93.5 96.5 98.5 99.0 100.0

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Here from the above graph we can see that majority of female respondents had purchased 2 consumer durables while only 1 or 2 had purchased more than 10 consumer durables
Influenced buyouts Cumulative Frequency Valid 0 1 2 3 4 5 6 11 15 Total 28 94 47 9 14 2 3 1 2 200 Percent 14.0 47.0 23.5 4.5 7.0 1.0 1.5 .5 1.0 100.0 Valid Percent 14.0 47.0 23.5 4.5 7.0 1.0 1.5 .5 1.0 100.0 Percent 14.0 61.0 84.5 89.0 96.0 97.0 98.5 99.0 100.0

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Here from the above graph we can see that out of total influenced purchases the purchase of one consumer durable had been influenced by 47% (94 purchases) of our female respondents while only .5% influences the purchase of 11 consumer durables.

ONE WAY ANOVA

The one-way analysis of variance (ANOVA) is used to determine whether there are any significant differences between the means of three or more independent (unrelated) groups.

ANOVA Influenced Sum of Squares Between Groups Within Groups Total 395.979 342.021 738.000 df 6 193 199 Mean Square 65.996 1.772 F 37.241 Sig. .000

We can see that in this table the significance level is 0.000 (P = .000), which is below 0.05 and, therefore, there is a statistically significant difference in the mean length of time to complete the spreadsheet problem between the different courses taken.Hence we can say that there is significant difference between influenced and non influenced buyouts.

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Factor Transformation Matrix Compo nent 1 2 3 4 1 .656 -.360 .440 .497 2 .689 -.042 -.590 -.418 3 .192 .814 -.197 .512 4 .241 .454 .648 -.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.

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QUESTIONNAIRE We are students from Lovely Professional University and our topic for the research is womens influence on buying behavior of consumer durables in Punjab. And your valuable inputs will help us in making our research successful. INDIVIDUAL DETAILS Name: _______________________________________________ Age: A. C. Less than 18 Between 30-39 B. D. Between 18-29 Above 40

Occupation:

Working women

Housewife

____________________________________________________________________ 1. Are your suggestions considered while purchasing any consumer durable products at your home? Always considered 1 2 3 4 5 6 7 Never considered

2. Advertisement plays a major role in your buying behavior.

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1 Strongly agree

2 Agree

3 Neither agrees nor disagrees

4 1 Disagre e

5 Strongly disagree

3. Which means of advertisement influence your buying behavior? Print Television Radio media

Internet

4. When did you purchase your last consumer durable product? Within a week Within a month Within a year

5. Whose advice do you generally take while purchasing consumer durables? Mother Sister Neighbors Relatives Friends Nobody influences me.

6. How much according to you are the following influencing factors affects your purchasing decision? (Here 1 represents strongly influencing factor while 5 means least influencing factor). FACTORS PRICE QUALITY ADVERTISEMENT FRIENDS RELATIVES OFFERS BRANDS FEATURES CONVENIENCE SERVICES CELEBRITY INFLUENCE TRADITIONAL PURCHASE FESTIVE SEASON 1 2 3 4 5

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7. Details of influenced purchases (purchases which you influenced) within a year. No. of buyouts Influenced Amount of Total amount buyouts influenced purchase

Thank you for your time.

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11. Fenigstein, A., Scheier, M., and Buss A. (1975). Public and private selfconsciousness: 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 selfconcept: A replication. Journal of Product and Brand Management, 8 (1), 7-18. 14. OCass, 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. 17. Zaichkowsky, J. (1985). Measuring the involvement construct. Journal of Consumer research, 12 (3), 341-352. 18. www.corecentre.co.in/Database/Docs/DocFiles/urban_female.pdf

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