Consumer Behavoir

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Consumer Behavoir

  1. 1. Consumer Behaviour Compensatory norms as a relationship of colour, clothes and profession Ritesh Choudhary
  2. 2. Research Objective <ul><li>The research has been done to study the relationship between colour, clothing and profession. </li></ul><ul><li>It has been also done to establish a compensatory model of colour with other attributes. </li></ul><ul><li>Compensatory norms are the effect of the trade offs between the attributes. </li></ul>
  3. 3. Research design <ul><li>A sample size of 350 was chosen </li></ul><ul><li>This covered across five professions </li></ul><ul><ul><li>Doctors </li></ul></ul><ul><ul><li>Marketers </li></ul></ul><ul><ul><li>Consultants </li></ul></ul><ul><ul><li>Software Engineers </li></ul></ul><ul><ul><li>Professors </li></ul></ul><ul><li>The data was collected by the use of a questionnaire. </li></ul>
  4. 4. Cont. . <ul><li>The data was coded and tabulated. </li></ul><ul><li>To establish a relation, the data was run on open stat software. </li></ul><ul><li>This helped analyze the variants using an analysis of variance test. </li></ul>
  5. 5. The samples were collected from IIPM Bangalore <ul><li>Bangalore institute of medical sciences </li></ul><ul><li>K S Hegde institute of medical sciences </li></ul><ul><li>Accenture </li></ul><ul><li>Mudra Arts </li></ul><ul><li>Biocon </li></ul><ul><li>Time institute </li></ul>
  6. 6. Sample Size
  7. 7. Income levels Across the professions (Based on sample size)
  8. 8. How often do you shop for clothes?
  9. 9. Does the situation affect choice of colour?
  10. 10. Are you ready to sacrifice colour if you get higher values on other attributes
  11. 11. Doctors who responded yes
  12. 12. Consultant who responded yes
  13. 13. Professors who responded yes
  14. 14. Software engineers who responded yes
  15. 15. Marketers who responded yes
  16. 16. Result of analysis of variance In two cases (consultants and marketers) established a relation in color, profession and clothing. As the probability value is less than significance level value. Profession Probability Result Significance level Doctors 0.85 0.05 Consultants 0.04 0.05 Professors 0.59 0.05 Software engineers 0.42 0.05 Marketers 0.03 0.05
  17. 17. Conclusions <ul><li>36 of the doctors responded yes ,stating that they were ready to sacrifice colour for another attribute. They would mainly do this for the price variant. </li></ul><ul><li>35 of the consultants responded yes ,stating that they were ready to sacrifice colour for another attribute. They would mainly do this for the style variant. </li></ul><ul><li>25 of the professors responded yes ,stating that they were ready to sacrifice colour for another attribute. They would mainly do this for the price variant. </li></ul><ul><li>24 of the software engineers responded yes ,stating that they were ready to sacrifice colour for another attribute. They would mainly do this for the style variant. </li></ul><ul><li>42 of the marketers responded yes ,stating that they were ready to sacrifice colour for another attribute. They would mainly do this for the price variant. This was by a small margin as the difference between each was low. </li></ul>
  18. 18. Acknowledgements <ul><li>Mr. Raj Kumar Consultant, Accenture </li></ul><ul><li>Mr.Uday Prakash Senior Manager admin Biocon </li></ul><ul><li>Mr.Alok Panigrahy Director Times institute Bangalore. </li></ul><ul><li>Dr Chandni Sreekumar Lecturer BIMS </li></ul><ul><li>Dr Vikram Shetty Director craniofacial surgery K S Hegde institute </li></ul><ul><li>Mr. Venkatraman Advertising consultant Mudra Arts </li></ul>
  19. 19. THANK YOU

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