Study Of Psychographic Profile Of Patronage Preference Group

PROJECT ON

STUDY OF PSYCHOGRAPHIC PROFILE OF PATRONAGE PREFERENCE GROUP (MEMBERSHIP CARD HOLDERS)

0

TABLE OF CONTENTS

SERIAL NO. TOPIC PAGE NO.

1. EXECUTIVE SUMMARY 4

2. INTRODUCTION 5

3. LITERATURE REVIEW 6

4. OBJECTIVES 8

5. RESEARCH DESIGN 9

6. DATA ANALYSIS 10

7. CONCLUSION AND

RECOMMENDATIONS

33

8. LIMITATIONS 36

9. APPENDIX AND ANNEXURES 37

1

10. REFERENCES 41

CHAPTER 1: EXECUTIVE SUMMARY

There has been an increase in the membership card distribution by the retailers to

attract more customers and to make the present customers feel more attached to the

shops or retail outlets.

Psychographic factors include attitudes, opinion, interest, lifestyle, value system. All

these factors play a vital role in the use of membership card by the consumers. There

are certain other demographic factors which also influences the use of card by the

consumers or. In our study we have concentrated on how both the psychographic and

demographic factors influence the customer orientation towards membership card

holding. In our exploratory study we have concentrated on the elite class, working

class, students. A conclusive research has been carried out for the purpose. The data

has been collected from Atta market (sector-18), Great India Place, Centre Stage Mall

(Noida). A random sample of 120 odd people was chosen for the study.

2

CHAPTER 2: INTRODUCTION

The present study is aimed at knowing the perception regarding the psychographic

profile of patronage preference group (membership owner cards).

In marketing research, ‘Psychographic profile’ means the study and classification of

people according to their attitudes, aspirations, and other psychological criteria. It

addresses the way in which consumers express themselves in a social and cultural

environment. Psychographic variables may include any attributes that may be related

to personality values, attitudes, interest, and lifestyle. These factors may also be called

as IOA variables that are Interest, Opinion, and Attitudes.

When an assessment of persons psychographic variables is formed that is termed as

psychographic profile. These kind of psychographic profiles are very important for

marketing as well as in promotion of the products.

With response to the increasing services provided by the different firms, most of the

firms are now focusing on providing better services to the consumers, these services

also include the distribution of membership cards which provides special discounts

and services to the special consumers of the stores.

3

It is very important in the present scenario to understand and pay attention on the

psychographic make up of the potential consumers, their values and perception about

the various factors like quality of the product, brand name, image, variety and also the

price. This can be done using survey, talking to the people or just by observation.

2A. LITERATURE REVIEW

1. Du Preez Ronel: visser M. Elizabeth: Zietsman Lucille, Lifestyle, shopping

orientation, patronage behavior and shopping mall behavior- A Study of South

African Male Apparel Consumer, European Advance in Consumer Research, Vol-8,

p.279

Consumers’ expressions in social and cultural environment are influenced by lifestyle

and psychographics. Consumers lifestyle and value systems are not only shaped by

their family, peer, community but also by the events which takes place during the life.

Various aspects like, personal characteristics, information sources, store attributes,

visual merchandise affects the store patronage of consumers and thus in order to

comprehend the patronage behavior the retailers must understand the determinants of

consumers shopping orientation.

Source: http://www.eacrwebsite.org/vol-8

2. Shekhar M. Raj(2005) conducted a Study on the Changing Retail Scenario in India

Glitzy malls are coming up in a huge number all over the country. Delhi has already

Ansal Plaza and many more like this expected to come in the near future. The retailers

are already threatened from these malls. Today the consumers are much more

4

http://www.eacrwebsite.org/vol-8

comfortable with the quality, the brands provide. More families now prefer to shop on

weekends preferring those shops, which are situated near to their homes. So it is

showing that, now Indian consumers are ready for organized retail. The consumers’

present scenario has very less time for shopping and entertainment. They feel no

regret, paying higher price to get premium quality products from a place that can offer

products and services to fulfill their diverse needs.

3. Lifestyle analysis- a tool for understanding buyer behavior

Its very important to understand consumers behavior as it helps marketer to

understand how a consumer thinks feels and selects from the various alternatives like

products, brands and also how the factors like environment, reference group and

family influences the consumer. In this study, the researcher has emphasized on the

importance of lifestyle and its impact on the buyer behavior.

Source: http// www.aima-ind.org/ejournal/articlepdf/jayasrepaper.pdf

4. International Journal Of Retail & distribution management, Volume 25, November

11, 1997

Publisher: Emerald Group Publishing Limited

This study shows the importance of lifestyle factors. In this study the consumers were

divided into three different groups based on their level of shopping activity: low,

medium, high. The result showed that each of the group had different store patronage

practices, psychographic profiles and income levels. This showed that retailers should

work to enhance and grow in the direction of the organized retail to attract consumers.

5

http://www.aima-ind.org/ejournal/articlepdf/jayasrepaper.pdf

2B. OBJECTIVE OF THE STUDY

1. To study the impact of psychographic profile on the various aspects of

shopping and patronage.

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CHAPTER 3: RESEARCH DESIGN

Type of Research: Descriptive research

1) Scope of Research: Research is done at CENTER STAGE MALL, GREAT

INDIA PLACE, SECTOR 18 NOIDA

2) Sampling: sampling plan for the study is simple random sampling.

A) Sampling element: people coming in Center Stage Mall, Great India Place

and Atta market.

B) Sampling Approach: Judgmental sampling under non probabilistic sampling

approach.

C) Sampling size: 120 customers.

3) Questionnaire design: for research purpose questionnaire is designed under

Cross sectional design approach with both closed and open ended questions

keeping in mind objectives of the research. Questions are formed using

various scales like likert( 5 point scale) , nominal and ordinal to collect data.

4) Data collection:

A) Primary Data Collection: primary data was collected through

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(i) Mall intercept interview of customers coming in above places

Data collection instrument is Questionnaire.

5) Data analysis and Hypothesis Testing: After collecting data through survey

various tools were used to analysis data. These include frequency distribution,

bar chart-pie chart representation, cross tab, Annova test,T- test and Factor

analysis. Hypotheses were also tested.

6) Conclusion: All hypotheses have been consolidated.

CHAPTER 4: DATA ANLYSIS AND FINDINGS

RESEARCH ANALYSIS

The analysis has been done using factor analysis, ANNOVA and Crosstabs chi square

tests. Factor analysis will help to decide the factors influencing the membership of

various cards. The Crosstabs and chi square tests will help to find the relationships

between different factors. ANNOVA will help us to define relationship between

income groups and various factors.

4.1 CROSS TABS

8

Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

OCCUPATION * TYPE OF CREDIT CARD OWNED

120 100.0% 0 .0% 120 100.0%

Table 4.1.1

1. Null Hypothesis (H0)- There is no significant relation between occupation and

type of credit card owned.

2. Alternative Hypothesis (H1)- There is significant relation between occupation

and type of credit card owned.

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OCCUPATION * TYPE OF CREDIT CARD OWNED Cross tabulation

Count

TYPE OF CREDIT CARD OWNED

TotalAmerican express Master card Visa card

Departmental store card Others

OCCUPATION

C.A 3 0 0 1 1 5

Doctor 2 6 5 0 1 14

Teacher 0 1 4 3 1 9

Lawyer 4 4 0 0 0 8

Engineer 2 5 6 2 1 16

Student 1 6 2 6 25 40

Business men/women

1 6 6 1 1 15

Others 0 0 0 7 6 13

Total 13 28 23 20 36 120

Table 4.1.2

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Chi-Square Tests

Value dfAsymp. Sig.

(2-sided)

Pearson Chi-Square 1.053E2a 28 .000

Likelihood Ratio 107.486 28 .000

Linear-by-Linear Association

18.240 1 .000

N of Valid Cases 120

a. 36 cells (90.0%) have expected count less than 5. The minimum expected count is .54.

Table 4.1.3

The value of Pearson Chi- Square is 0.000. Hence the null hypothesis is rejected. We

can conclude that kind of occupation affect the type of credit card being owned by

different professionals.

From the above table we get that C.A prefer to use American Express card as

compared to all other cards. Hence it can be said that they earn most as compare to all

other professionals.

From the above table we get that Doctors prefer to use Master card as compared to all

other cards.

From the above table we get that teacher and Engineer prefer to use Visa card as

compared to all other cards.

From the above table we get that lawyer prefer to use American Express and master

card as compared to all other cards.

From the above table we get that Students prefer to use any kind of card which is

available to them, as they earn less or sometimes nothing.

From the above table we get that Business men/women prefer to use Visa and master

card as compared to all other cards.

11

Hence the null hypothesis is rejected and it can be concluded that there is significant

relation between occupation and type of credit card owned.

Symmetric Measures

ValueAsymp. Std.

Errora Approx. Tb

Approx. Sig.

Interval by Interval

Pearson's R.392 .076 4.622 .000c

Ordinal by Ordinal

Spearman Correlation

.387 .077 4.553 .000c

N of Valid Cases 120

a. Not assuming the null hypothesis.

b. Using the asymptotic standard error assuming the null hypothesis.

c. Based on normal approximation.

Table 4.1.4

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4.2 : One Way ANNOVA

4.2.1: Income group and purchasing of outfit of latest fashion.

1. Null Hypothesis (H0) - There is no significant difference between income

group and purchasing of outfit of latest fashion.

2. Alternative Hypothesis (H1) - There is significant difference between income

group and purchasing of outfit of latest fashion.

Independent Variable: Income Group

Dependent Variable: Frequency of purchasing of outfit of latest fashion.

ANOVA

INCOME GROUP

Sum of Squares Df Mean Square F Sig.

Between Groups

21.163 4 5.291 4.056 .004

Within Groups 150.004 115 1.304

Total 171.167 119

Table 4.2.1

f-cal > f-tab

4.056 > 2.45

As significance value is less than 0.05, and f-cal is greater than f-tab so null

hypothesis is rejected and we will accept the alternate hypothesis. Hence there is a

significant difference between the income group and purchasing of outfit of latest

fashion.

13

4.2.2: Income group and frequency of holidays as a mark of status.

1. Null Hypothesis (H0) - There is no significant difference between income

group and frequency of holidays as a mark of status.

2. Alternative Hypothesis (H1) - There is significant difference between income

group and frequency of holidays as a mark of status.

Independent Variable: Income Group

Dependent Variable: Frequency of holidays as a mark of status.

ANOVA

INCOME GROUP

Sum of Squares df Mean Square F Sig.

Between Groups

14.099 4 3.525 2.581 .041

Within Groups 157.067 115 1.366

Total 171.167 119

Table 4.2.2

f-cal > f-tab

4.056 > 2.45



significant difference between the income group and frequency of holidays as a mark

of status.

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4.2.3: Age and satisfaction by the services provided by membership card

1. Null Hypothesis (H0) - There is no significant difference between age and

satisfaction by the services provided by membership card

2. Alternative Hypothesis (H1) - There is significant difference between age and

satisfaction by the services provided by membership card

Independent Variable: Age

Dependent Variable: Satisfaction by the services provided by membership card

ANOVA

AGE

Sum of Squares df Mean Square F Sig.

Between Groups

5.436 4 1.359 2.823 .028

Within Groups 55.364 115 .481

Total 60.800 119

Table 4.2.3

f-cal > f-tab

2.823> 2.45




of status.

15

4.2.4: Age and importance of quality of merchandise regardless of price

1. Null Hypothesis (H0) - There is no significant difference between age and

importance of quality of merchandise regardless of price

2. Alternative Hypothesis (H1) - There is significant difference between age and

importance of quality of merchandise regardless of price

Independent Variable: Age

Dependent Variable: importance of quality of merchandise regardless of price

ANOVA

AGE

Sum of

Squares df Mean Square F Sig.

Between

Groups6.720 4 1.680 3.573 .009

Within Groups 54.080 115 .470

Total 60.800 119

Table 4.2.4

f-cal > f-tab

3.573> 2.45




of status.

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4.2.5: Occupation and Satisfaction by the services of membership cards

1.Null Hypothesis (H0) - There is no significant difference between Occupation and

satisfaction by the services of membership cards

2. Alternative Hypothesis (H1) - There is significant difference between Occupation

and satisfaction by the services of membership cards

Independent Variable: Occupation

Dependent Variable: satisfied by the services of membership cards

ANOVA

OCCUPATION

Sum of


Between

Groups44.714 4 11.179 3.071 .019

Within Groups 418.611 115 3.640

Total 463.325 119

Table 4.2.5

f-cal > f-tab

3.071> 2.45




of status.

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4.2.6: Occupation and influence by lifestyle of celebrities

1. Null Hypothesis (H0) - There is no significant difference between Occupation and

influence by lifestyle of celebrities

2. Alternative Hypothesis (H1) - There is significant difference between Occupation

and influence by lifestyle of celebrities

Independent Variable: occupation

Dependent Variable: Influence by lifestyle of celebrities

ANOVA

INCOME GROUP

Sum of


Between

Groups14.099 4 3.525 2.581 .041

Within Groups 157.067 115 1.366

Total 171.167 119

Table 4.2.6

f-cal > f-tab

2.281> 2.45



18


of status.

4.3: Factor Analysis

4.3.1: KMO and Bartlett's Test

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling

Adequacy..759

Bartlett's Test of

Sphericity

Approx. Chi-Square 447.938

Df 78

Sig. .000

Table 4.3.1

KMO and Bartlett's Test is the strength of the relationship among variables large

enough. Large values for the KMO measure indicate that a factor analysis of the

variables is a good idea. For the example, notice that the Kaiser-Meyer-Olkin measure

of sampling adequacy is greater than .50

4.3.2: Communalities: Initial vs. Extraction

Communalities - This is the proportion of each variable's variance that can be

explained by the principal components (e.g., the underlying latent continua).

It is also noted as h2 and can be defined as the sum of squared factor loadings.

19

Communalities

Initial Extraction

I LIKE TO GET THE

MEMBERSHIP

CARDS OF

DIFFERENT STORES

1.000 .679

PREFER USING

MEMBERSHIP

CARDS

1.000 .731

MEMBERSHIP

CARDS HOLDING

INFLUENCES

SHOPPING

BEHAVIOR

1.000 .745

INFLENCED BY

LIFESTYLE OF

CELEBRITIES

1.000 .619

PREFER TO BUY

DESIGNER LABEL

RATHER THAN

STORE BRANDED

PRODUCTS

1.000 .571

LIKETO SPEND ON

LUXURIOUS

CLOTHES

1.000 .615

20

QUALITY OF

MERCHANDISE OIS

IMPORTANT

REGARDLESS OF

PRICE

1.000 .469

STISIED BY

SERVICES OF

MEMBERSHIP

CARDS

1.000 .814

LIKE TO BUY

OUTFIT OF LATEST

FASHION

1.000 .609

LIKE TO SPEND A

LOT ON CLOTHES

AND ACCESSORIES

1.000 .611

AWARE OF

FASHION TREND

AND LIKE TO BE

FIRST TO TRY THEM

1.000 .569

CONFIDENT OF MY

ABILITY TO

RECOGNIZE

FASHION TRENDS

1.000 .306

FREQUENT

HOLIDAYS IS MARK

OF STATUS

1.000 .641

Extraction Method: Principal Component

Analysis.

Table 4.3.2

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Total Variance Explained

Compone

nt

Initial Eigenvalues

Extraction Sums of Squared

Loadings

Rotation Sums of Squared

Loadings

Total

% of

Variance

Cumulativ

e % Total

% of

Variance

Cumulative

% Total

% of

Variance

Cumulativ

e %

1 4.076 31.354 31.354 4.076 31.354 31.354 3.169 24.378 24.378

2 1.554 11.950 43.304 1.554 11.950 43.304 2.118 16.289 40.667

3 1.236 9.505 52.809 1.236 9.505 52.809 1.459 11.222 51.889

4 1.115 8.578 61.387 1.115 8.578 61.387 1.235 9.498 61.387

5 .948 7.294 68.681

6 .786 6.043 74.723

7 .707 5.441 80.165

8 .638 4.908 85.073

9 .569 4.380 89.453

10 .454 3.492 92.945

11 .413 3.178 96.122

12 .286 2.197 98.319

13 .218 1.681 100.000

Extraction Method: Principal

Component Analysis.

Table 4.3.3

22

About 61.387 % of the total variance in the 13 variables is attributable to the first four

components. Also we can judge how well the four-component model describes the

original variables, by examine the above table and concluded that Component 1

explains a variance of 3.169, which is 24.378% of total variance of 13, Component 2

explains a variance of 2.118, which is 40.667% of total variance. Similarly, same kind

of conclusion can be drawn for other components. The amount of variance accounted

for by the four components is 7.98031, which about 61.387% of the total variance in

the 13 variables is attributable to the first six components (7.98031 / 13 = .6138), and

remaining 9 components together accounts for 38.613 of the total variance.

4.3.4: Component Matrix before Rotation

Component Matrixa

Component

1 2 3 4

PREFER USING

MEMBERSHIP

CARDS

.794

PREFER TO BUY

DESIGNER LABEL

RATHER THAN

STORE BRANDED

PRODUCTS

.728

MEMBERSHIP

CARDS HOLDING

INFLUENCES

SHOPPING

BEHAVIOR

.697

23

I LIKE TO GET THE

MEMBERSHIP

CARDS OF

DIFFERENT STORES

.690 -.436

LIKETO SPEND ON

LUXURIOUS

CLOTHES

.690

QUALITY OF

MERCHANDISE OIS

IMPORTANT

REGARDLESS OF

PRICE

.573

LIKE TO SPEND A

LOT ON CLOTHES

AND ACCESSORIES

.448 .570

LIKE TO BUY

OUTFIT OF LATEST

FASHION

.533 .547

AWARE OF

FASHION TREND

AND LIKE TO BE

FIRST TO TRY THEM

.481 .538

CONFIDENT OF MY

ABILITY TO

RECOGNIZE

FASHION TRENDS

.419

INFLENCED BY

LIFESTYLE OF

CELEBRITIES

.698

24

SATISFIED BY

SERVICES OF

MEMBERSHIP

CARDS

-.448 .716

FREQUENT

HOLIDAYS IS MARK

OF STATUS

.430 .525

Extraction Method: Principal Component Analysis.

a. 4 components extracted.

Table 4.3.4

This matrix contains the loadings of each variable onto each factor. By default

SPSS displays all loadings; however, we requested that all loadings less than .4 be

suppressed in the output and so there are blank spaces for many of the loadings.

This matrix is not particularly important for interpretation.

25

4.3.5: Rotated Component Matrix

26

Rotated Component Matrixa

Component

1 2 3 4

MEMBERSHIP

CARDS HOLDING

INFLUENCES

SHOPPING

BEHAVIOR

.849

PREFER USING

MEMBERSHIP

CARDS

.764

LIKETO SPEND ON

LUXURIOUS

CLOTHES

.730

I LIKE TO GET THE

MEMBERSHIP

CARDS OF

DIFFERENT STORES

.708

PREFER TO BUY

DESIGNER LABEL

RATHER THAN

STORE BRANDED

PRODUCTS

.647

QUALITY OF

MERCHANDISE OIS

IMPORTANT

REGARDLESS OF

PRICE

.517

LIKE TO BUY

OUTFIT OF LATEST

FASHION

.743

LIKE TO SPEND A

LOT ON CLOTHES

AND ACCESSORIES

.73027

Table 4.3.5

The rotated component matrix is a matrix of the factor loadings for each variable onto

factors. This matrix contains the same information as the component matrix in given

above except that it is calculated after rotation. To comparing this matrix with the un

rotated solution, before rotation, most variables are highly loaded onto the first factor

and the remaining factors didn’t really get a look in. From this table we can draw

following loading of the variable onto factor.

Component Transformation Matrix

Comp

onent 1 2 3 4

1 .817 .474 .283 .170

2 -.412 .878 -.196 -.143

3 -.216 .019 .865 -.452

4 -.342 .061 .364 .864

Extraction Method: Principal Component

Analysis.

Rotation Method: Varimax with Kaiser

Normalization.

Table 4.3.6

28

4.3.7 : Factor Analysis:-

Factors* Variables Factor

Loadings

Variance %

(Cumulative)

Factor 1

(4.076)

MEMBERSHIP CARDS HOLDING INFLUENCES

SHOPPING BEHAVIOR,

PREFER TO BUY DESIGNER LABEL RATHER

THAN STORE BRANDED PRODUCTS

LIKETO SPEND ON LUXURIOUS CLOTHES,

I LIKE TO GET THE MEMBERSHIP CARDS OF

DIFFERENT STORES,

PREFER TO BUY DESIGNER LABEL RATHER

THAN STORE BRANDED PRODUCTS,

QUALITY OF MERCHANDISE OIS IMPORTANT

REGARDLESS OF PRICE

.849

.764

.730

.708

.647

.517

24.378

(24.378)

29

Factor 2

(1.554)

LIKE TO BUY OUTFIT OF LATEST FASHION,

LIKE TO SPEND A LOT ON CLOTHES AND

ACCESSORIES,

AWARE OF FASHION TREND AND LIKE TO

BE FIRST TO TRY THEM,

CONFIDENT OF MY ABILITY TO RECOGNIZE

FASHION TRENDS

.743

.730

.690

.444

16.289

(40.667)

Factor 3

(1.236)

INFLENCED BY LIFESTYLE OF CELEBRITIES

FREQUENT HOLIDAYS IS MARK OF STATUS

.707

.686

11.222

(51.889)

Factor 4

(1.115)

STISIED BY SERVICES OF MEMBERSHIP

CARDS

.888 9.498

(61.387)

30

*Numbers in the parentheses in the first column represent eigenvalues of the

corresponding Table 4.3.7

Factor Discussion:

Factor 1-: This factor has emerged as a most important determinant of research with a

total variance of 24.378. Major element of this factor include user present

MEMBERSHIP CARDS HOLDING INFLUENCES SHOPPING BEHAVIOR,

(.849), PREFER TO BUY DESIGNER LABEL RATHER THAN STORE

BRANDED PRODUCTS (.764) etc.

Factor 2: This factor has emerged as the second most important determinant of

research with a total variance of 16.289. Major element of this factor include

Immediate supervisor is reasonable (.743), AWARE OF FASHION TREND AND

LIKE TO BE FIRST TO TRY THEM,(.690) etc.

Factor 3: This factor emerged as the important determinants of research with a

variance of 11.222. Major elements consisting this factor INFLENCED BY

LIFESTYLE OF CELEBRITIES (.707), FREQUENT HOLIDAYS IS MARK OF

STATUS (.686). This study shows that suggestion and development program affects

the satisfaction level.

Factor 4: This factor has emerged as the effective determinants of research with a

variance of 9.498. The major elements consisting this factor STISIED BY SERVICES

OF MEMBERSHIP CARDS and general supervision(.888). This study reveals that

because of supervision satisfaction may increase or decrease.

31

Chapter 5: CONCLUSION & RECOMMENDATIONS

1: CROSS TABS

The value of Pearson Chi- Square is 0.000. Hence the null hypothesis is rejected. We

can conclude that kind of occupation affect the type of credit card being owned by

different professionals.

2: ONE WAY ANNOVA

2.1: Income group and purchasing of outfit of latest fashion.

f-cal > f-tab

4.056 > 2.45



significant difference between the income group and purchasing of outfit of latest

fashion.

2.2 : Income group and frequency of holidays as a mark of status.

f-cal > f-tab

4.056 > 2.45




of status.

2.3: Income group and frequency of holidays as a mark of status.

f-cal > f-tab

2.581 > 2.45

32




of status.

2.4: Age and satisfaction by the services provided by membership card

f-cal > f-tab

2.823> 2.45



significant difference between the age and satisfaction by the services provided by

membership card

2.5 : Age and importance of quality of merchandise regardless of price

f-cal > f-tab

3.573> 2.45



significant difference between the age and importance of quality of merchandise

regardless of price

2.6: Occupation and satisfaction by the services of membership cards

f-cal > f-tab

3.071> 2.45



significant difference between the occupation and satisfaction by the services of

membership cards

33

2.7 : occupation and influence by lifestyle of celebrities

f-cal > f-tab

2.281> 2.45



significant difference between the occupation and influence by lifestyle of celebrities

3: FACTOR ANALYSIS

Factor 1-: This factor has emerged as a most important determinant of research with a

total variance of 24.378. Major element of this factor include user present

MEMBERSHIP CARDS HOLDING INFLUENCES SHOPPING BEHAVIOR,

(.849), PREFER TO BUY DESIGNER LABEL RATHER THAN STORE

BRANDED PRODUCTS (.764) etc.

Factor 2: This factor has emerged as the second most important determinant of

research with a total variance of 16.289. Major element of this factor include

Immediate supervisor is reasonable (.743), AWARE OF FASHION TREND AND

LIKE TO BE FIRST TO TRY THEM,(.690) etc.

Factor 3: This factor emerged as the important determinants of research with a

variance of 11.222. Major elements consisting this factor INFLENCED BY

LIFESTYLE OF CELEBRITIES (.707), FREQUENT HOLIDAYS IS MARK OF

STATUS (.686). This study shows that suggestion and development program affects

the satisfaction level.

Factor 4: This factor has emerged as the effective determinants of research with a

variance of 9.498. The major elements consisting this factor STISIED BY SERVICES

OF MEMBERSHIP CARDS and general supervision(.888). This study reveals that

because of supervision satisfaction may increase or decrease.

34

CHAPTER 6: LIMITATIONS

The following were the limitations that came during the commencement of the

project:

The data collection was through personal interview and therefore biasness is

one of the limitations.

Due to the time constraints all the customers were not covered.

The sample was restricted to 120 customers, which may restrict the scope and

completion of study. Due to small sample size results obtained from the study

can’t be generalized.

Most of the students’ interviewed were working as a part timers hence the

students statistics cannot be generalized.

The scope of study is restricted only to the Noida region.

35

STUDY OF PSYCHOGRAPHIC PROFILE OF PATRONAGE

PREFRENCE GROUP (MEMBERSHIP CARD HOLDER)

QUESTIONNAIRE

Dear Respondents ,

You are requested to fill the provided questionnaire regarding the psychographic

profile and lifestyle that affects your shopping behavior and your preference towards

membership cards.

1. Gender

<INPUT TYPE=\ Male <INPUT TYPE=\ Female

2. Age

<INPUT TYPE=\Less Than 20 <INPUT TYPE=\20-30 <INPUT TYPE=\

30-40 <INPUT TYPE=\Above 40

3. Occupation

<INPUT TYPE=\C.A <INPUT TYPE=\Doctor <INPUT TYPE=\

Teacher <INPUT TYPE=\Lawyer

<INPUT TYPE=\Engineer <INPUT TYPE=\Student <INPUT TYPE=\

Business man/woman <INPUT TYPE=\Others

4. Income Group (per month)

<INPUT TYPE=\30,000-50,000 <INPUT TYPE=\ 50,000-1,00,000

<INPUT TYPE=\Above 1,00,000 <INPUT TYPE=\ Below 10,000

5. How Often Do You Go For Shopping.

<INPUT TYPE=\Weekly <INPUT TYPE=\Monthly <INPUT TYPE=\Half

Yearly <INPUT TYPE=\Yearly

6. Do you own a membership card.

<INPUT TYPE=\Yes <INPUT TYPE=\No

36

7. When shopping what do you look for.

____ Value for money

____ good quality

____ Customer services

____ product image_

8. For your primary residence do you-

<INPUT TYPE=\ Own a house

<INPUT TYPE=\Rent a house or apartment

<INPUT TYPE=\Own a townhouse

<INPUT TYPE=\Others

9. Which type of credit card do you use regularly.

<INPUT TYPE=\American Express

<INPUT TYPE=\Master Card

<INPUT TYPE=\Visa Card

<INPUT TYPE=\Departmental Store Card

<INPUT TYPE=\Others

1-STRONGLY AGREE , 2- AGREE , 3- NEUTRAL , 4- DISAGREE, 5- STRONGLY DISAGREE

S

NO.

STATEMENTS OPTIONS

1 I like to get the membership cards of different stores. 1 2 3 4 5

2 I prefer using membership cards. 1 2 3 4 5

3 My membership card holding influences my shopping

behavior.

1 2 3 4 5

4 I am influenced by the lifestyle of the celebrities and like to 1 2 3 4 5

37

follow it

5 I prefer to buy designer labels rather than store branded

merchandise.

1 2 3 4 5

6 I like to spend on luxurious products. 1 2 3 4 5

7 Quality of merchandise is important for me regardless of

price.

1 2 3 4 5

8 I am satisfied by the services provided by membership card 1 2 3 4 5

9 I always buy at least one outfit of latest fashion. 1 2 3 4 5

10 I spend a lot of money on clothes and accessories. 1 2 3 4 5

11 I am aware of the fashion trend and want to be one of the

first to try them.

1 2 3 4 5

12 I am confident in my ability to recognize fashion trend 1 2 3 4 5

13 For me frequent holidays are a mark of status. 1 2 3 4 5

TABLE NUMBER PAGE NUMBER

38

4.1.1 10

4.1.2 11

4.1.3 12

4.1.4 13

4.2.1 14

4.2.2 15

4.2.3 16

4.2.4 17

4.2.5 18

4.2.6 19

4.3.1 20

4.3.2 21

4.3.3 23

4.3.4 24

4.3.5 27

4.3.6 29

4.3.7 30

39

References:

1. http://www.acrwebsite.org/vol-8

2. Shekhar M. Raj (2005) conducted a Study on the Changing Retail Scenario in India

3. www.aima-ind.org/ejournal/articlepdf/jayasrepaper.pdf

4. “International Journal Of Retail & distribution management”, Volume 25,

November 11, 1997, Emerald Group Publishing Limited

40

http://www.aima-ind.org/ejournal/articlepdf/jayasrepaper.pdf

http://www.acrwebsite.org/vol-8

Education

Study Of Psychographic Profile Of Patronage Preference Group