Data Analysis And Interpretation

Published Date: 02 Nov 2017

5.1) INTRODUCTION

Main purpose of this chapter is to analyze and interpret data for further research. This chapter covers the primary data and its factors as discussed in research methodology. Data was analyzed using various statistical tools such as Chi-square Test, Anova Test, Correlation analysis and T- Test. Data analysis covers divergent aspects and primary source of data was designed in accordance with type of statistical tools used. Chapter covers respondent profile followed by the main data analysis and interpretation part.

5.2) RESPONDENTS PROFILE

For the purpose of study,250 respondents were surveyed and the location for survey was Jaipur, Rajasthan. Respondents were primarily male customers as the topic is well associated with male innerwear. As the study is related to male consumers, buying behavior and factors for the change in perception of male consumers regarding purchase of innerwear that helped in preferring male customer to get an unbiased and clear opinion about the study. Indian male consumers were reluctant in buying their innerwear a decade back and shopping for their innerwear was done by their spouse, mother or any other member of family, but this reluctance is removed and to analyze factors for this change, male customers were given preference.

5.3) DATA ANALYSIS AND INTERPRETATION

5.3.1) CHI-SQUARE TEST

5.3.1.1) PACKAGING AFFECT THE PREFERENCE FOR LOCAL BRANDS OF INNERWEAR-

Chi-Square Tests

Value

Df

Asymp. Sig. (2-sided)

Exact Sig. (2-sided)

Exact Sig. (1-sided)

Pearson Chi-Square

3.461a

1

.063

Continuity Correctionb

2.952

1

.086

Likelihood Ratio

3.473

1

.062

Fisher's Exact Test

.066

.043

Linear-by-Linear Association

3.447

1

.063

N of Valid Cases

250

Source: Primary Data

a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 33.46.

H0: Packaging affects the preference for local innerwear brand

H1: Packaging does not affect the preference for local innerwear brands

INTERPRETATION - To investigate whether packaging of innerwear affects preference for local innerwear brands, a Chi- square test was conducted. The chi- square showed that packaging does not affect buying preference of local innerwear brands (Chi-square (1) = 3.461, p= 0.063). Therefore at0.05 level of confidence, we infer that packaging does not affect the buying preference for local innerwear brands. Hence reject HO.

Respondents were asked about preference for local brands over International brands and a Chi- Square test was conducted to find significance between two variables. After analysis, it was found that packaging does not impact the preference for local brands of Innerwear

5.3.1.2) CELEBRITY ENDORSEMENTS AFFECT THE PREFERENCE FOR LOCAL BRANDS OF INNERWEAR-

Chi-Square Tests

Value

Df

Asymp. Sig. (2-sided)

Exact Sig. (2-sided)

Exact Sig. (1-sided)

Pearson Chi-Square

8.326a

1

.004

Continuity Correctionb

7.562

1

.006

Likelihood Ratio

8.389

1

.004

Fisher's Exact Test

.004

.003

Linear-by-Linear Association

8.293

1

.004

N of Valid Cases

250

a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 39.36.

b. Computed only for a 2x2 table

Source: Primary Data

H0: Celebrity endorsement affects purchase of local innerwear brands

H1: Celebrity endorsement does not affect purchase of local innerwear brands

INTERPRETATION - To investigate whether celebrity endorsements affects preference for local innerwear brands, a Chi- square test was conducted. The chi- square showed that celebrity endorsements affects buying preference of local innerwear brands (Chi-square (1) = 8.326, p= 0.004). Therefore at0.05 level of confidence, we infer that celebrity endorsements affect the buying preference for local brands. Hence fail to reject HO.

Respondents were asked about their preference for local brands over International brands and a Chi-square was conducted to find the significance with celebrity endorsements. Here p-value is less than 0.05, so we fail to reject null hypothesis. This indicates celebrity endorsements affects purchase of local brands.

5.3.2) CORRELATION ANALYSIS

5.3.2.1) IMPACT OF AGE GROUP ON SIGNIFICANCE OF ADVERTISEMENTS IN BUILDING BRAND RECALL-

Correlations

Age

Advertisement

Age

Pearson Correlation

1

-.573

Sig. (1-tailed)

.000

N

250

250

Advertisement

Pearson Correlation

-.573

1

Sig. (1-tailed)

.000

N

250

250

Source: Primary Data

H0: Age group affects significance of advertisements in building brand recall.

H1: Age group does not affect significance of advertisements in building brand recall.

INTERPRETATION- To investigate whether age group affects significance of advertisements in building brand recall, a Correlation analysis was conducted. The correlation showed that age group and significance of advertisements are negatively correlated (Correlation value= -.573). Therefore we infer that age group and significance of advertisements are negatively correlated. Hence fail to reject HO.

Correlation analysis shows as the age grows, the significance of advertisements in building brand recall decreases. Age group was divided into 4 age groups- Below 18, 18-24. 24- 30 and 30 and above. Analysis shows advertisements have impact on age group below 18 and 18-24, as the age grows, the significance of advertisements on the age group decreases.

5.3.2.2) IMPACT OF AGE GROUP ON PREFERENCE OF STYLE OVER COMFORT

Correlations

Age

Preference for style

Age

Pearson Correlation

1

-.709**

Sig. (1-tailed)

.000

N

250

250

Style

Pearson Correlation

-.709**

1

Sig. (1-tailed)

.000

N

250

250

Source: Primary Data

H0: Age group affects preference of style over comfort.

H1: Age group does not affect preference of style over comfort.

INTERPRETATION- To investigate whether age group affects preference for style over comfort while purchasing male innerwear , a Correlation analysis was conducted. The correlation showed that age group and preference of style over comfort are negatively correlated (Correlation value= -.709). Therefore we infer that age group and significance of advertisements are negatively correlated. Hence fail to reject HO.

Correlation analysis shows as the age increases, the preference for style over comfort falls. Age group was divided into 4 age groups- Below 18, 18-24. 24- 30 and 30 and above. Analysis shows advertisements have impact on age group below 18 and 18-24, as the age grows, the preference for style over comfort falls. Test proves that respondents in age group of 18-24 and 24- 30 prefer style over comfort but as age increases customers prefer comfort over style.

5.3.2.3) IMPACT OF AGE GROUP ON CELEBRITY ENDORSEMENTS

Correlations

age

Celebrity endorsement

Age

Pearson Correlation

1

.132*

Sig. (1-tailed)

.018

N

250

250

Celebrity endorsement

Pearson Correlation

.132*

1

Sig. (1-tailed)

.018

N

250

250

*. Correlation is significant at the 0.05 level (1-tailed).

SOURCE: Primary data

H0: Age group affects impact of celebrity endorsements

H1: Age group does not affect impact of celebrity endorsements

INTERPRETATION- To investigate whether age group affects impact of celebrity endorsements, a Correlation analysis was conducted. The correlation showed that age group and significance of advertisements are positively correlated (Correlation value= .132). Therefore we infer that age group and significance of advertisements are positively correlated. Hence reject HO.

Correlation analysis shows that age does not have any effect on impact of celebrity endorsements on the mindset of customers. Age group was divided into 4 age groups- Below 18, 18-24. 24- 30 and 30 and above. Analysis shows as the age increases, the impact of celebrity endorsements is stagnant and do not vary according to age groups..

5.3.3) ANOVA TEST

ANOVA TEST FOR CHECKING PREFERENCES FOR FACTORS WHILE PURCHASING INNERWEAR REGARDING VARIOUS OCCUPATION-

FACTORS INTO CONSIDERATION-

Comfort

Style

Status

Price

PREFERENCES FOR FACTORS WHILE PURCHASING INNERWEAR BETWEEN PRIVATE JOB AND STUDENTS

µ0 : "Mean Preference of private job and students are equal"

µ1 : "Mean Preference of private job and students are not equal"

Anova: Single Factor

SUMMARY

Groups

Count

Sum

Average

Variance

Column 1

153

386

2.522876

0.251118

Column 2

153

362

2.366013

1.430943

ANOVA

Source of Variation

SS

Df

MS

F

P-value

F crit

Between Groups

1.882353

1

1.882353

2.238151

0.135679

3.872229

Within Groups

255.6732

304

0.84103

Total

257.5556

305

 

 

 

 

Source: Primary data

P-value >.05

Here p value is .135679 that is greater than .05

ANALYSIS- In the preferences between customers involved in private job and students are analyzed. Here p value is greater than .05, hence reject null hypothesis.

INTERPRETATION- Here p value is greater than .05 that means that there is significant difference between the means of private job and students. Therefore, we have enough statistical evidence to say that the preferences of students and private job are not same. Hence buying behavior of students and private job are not same.

PREFERENCES OF FACTORS WHILE PURCHASING INNERWEAR BETWEEN PRIVATE JOB AND GOVERNMENT EMPLOYEES

µ0 : "Mean Preference of private job and government employees are equal"

µ1 : "Mean Preference of private job and government employees are not equal

Anova: Single Factor

SUMMARY

Groups

Count

Sum

Average

Variance

Column 1

99

172

1.737374

0.19563

Column 2

99

264

2.666667

1.877551

ANOVA

Source of Variation

SS

df

MS

F

P-value

F crit

Between Groups

42.74747

2

21.37374

20.51407

.0021

3.04223

Within Groups

203.1717

195

1.041906

Total

245.9192

197

 

 

 

 

Source: Primary Data

P-value >.05

Here p value is .0021 that is less than.05

ANALYSIS- In the preferences between customers involved in private job and government employees are analyzed. Here p value is lesser than .05, hence fail to reject null hypothesis.

INTERPRETATION- Here p value is lesser than .05 that means that there is no significant difference between the means of private job and students. Therefore, we have enough statistical evidence to say that the preferences of government employees and private job are same. Their buying pattern and preferences for factors do not differ.

PREFERENCES OF FACTORS WHILE PURCHASING INNERWEAR BETWEEN STUDENTS AND GOVERNMENT EMPLOYEES-

µ0 : "Mean Preference of Students & government employees are equal"

µ1 : "Mean Preference of Students & government employees are not equal

Anova: Single Factor

SUMMARY

Groups

Count

Sum

Average

Variance

Column 1

107

267

2.495327

0.76177

Column 2

107

193

1.803738

0.951684

ANOVA

Source of Variation

SS

Df

MS

F

P-value

F crit

Between Groups

25.58879

1

25.58879

29.86807

.2308

3.885696

Within Groups

181.6262

212

0.856727

Total

207.215

213

 

 

 

 

Source: Primary Data

P-value is .2308 that is more than .05

ANALYSIS- In the preferences between customers involved in students and government employees are analyzed. Here p value is more than .05, hence reject null hypothesis.

INTERPRETATION- Here p value is more than .05 that means that there is significant difference between the means of government employees and students. Therefore, we have enough statistical evidence to say that the preferences of government employees and students are not same. Hence from the above statistical evidence we can say that the buying pattern of students and government employees is different.

DEMOGRAPHIC VARIABLES

(Fig 5.1) (Fig 5.2)

Source- Primary Data

(Fig 5.3)

Source- Primary Data

AMOUNT CONSUMERS ARE LIKELY TO SPEND ON THEIR INNERWEAR

(Fig 5.4)

Source- Primary Data

ANALYSIS-

13 consumers will spend less than Rs 50 on their innerwear, 103 consumers will spend between Rs 50-100. 73 consumers will spend between Rs 100-200 and 41 consumers want to spend between Rs 200-500. 20 consumers will spend more than Rs 500 on their innerwear.

INTERPRETATION- Consumers who are willing to spend between Rs 50 to 100 are more compared to other segments. Consumer willing to spend between Rs 100 to 200 is also high. This shows the spending habits where consumers are willing to spend between Rs 50-200 making it an opportunity for marketers with mid segment innerwear. Whereas the market potential for innerwear above Rs 500 is low in Indian market.

CUSTOMER PLACE OF PURCHASE

(Fig 5.5)

Source- Primary Data

ANALYSIS-

Customers purchasing their innerwear through local stores account for 38 whereas customers purchasing through super stores and online shopping are 97 and 103 respectively. Customers purchasing through any other source are 12.

INTERPRETATION-

The analysis shows the change in trend of Indian male consumers and their purchase behavior. Male consumers do not prefer to buy from local stores in the urban market, they prefer online mode of shopping which provides ample opportunity for the marketers to showcase their range of innerwear through online mode of shopping. Customers also prefer super stores which have various kind of apparel.

CUSTOMERS SOURCE OF PURCHASE OF INNERWEAR

(Fig5.6)

Source- Primary Data

ANALYSIS-

Out of 250 respondents surveyed, 56 male consumers said their innerwear was purchased by their mother whereas 43 male consumers innerwear was purchased through their spouse. 132 male consumers said they purchased their innerwear at their own and 19 respondents insisted with other source of purchase

INTERPRETATION-

In the last decade Indian male consumers were reluctant and adamant in purchasing their own innerwear but the study shows the trend has changed over a period of time. 132 respondents out of 250 said they purchased their innerwear at own. This shows the openness of male consumers in buying their innerwear. Purchasing through spouse or mother accounted for nearly 40 % which is comparatively low to the consumers who purchase their innerwear at personal which accounts for nearly 54 %.

SOURCE OF REFERENCE INFLUENCING CONSUMER PURCHASE DECISION FOR INNERWEAR

(Fig 5.7)

Source – Primary Data

ANALYSIS-

Out of 250 respondents, 112 respondents said their source of reference regarding their purchase of innerwear was advertisements. Second major source of reference for various brands of innerwear was celebrities and their endorsements. Nearly 20 % of consumers referred to their family and friends for the innerwear products in market

INTERPRETATION-

This indicates advertisements and celebrities endorsements have the major impact on the mindset of consumers and acts as the prime source of reference for the various brands in market. This implies the need for marketers to focus on the advertisements and selection of celebrities for promoting their brand as it acts as the prime source of reference for influencing the purchase decision of the consumers. As per the study consumer pay attention to the advertisements for the innerwear and applies the same knowledge to their purchase behavior. This implies need for marketers to focus on the advertisements of their innerwear in order to promote their brand and to increase the awareness of consumers in market

REASONS FOR INCREASE IN PURCHASE OF BRANDED INNERWEAR

(FIG5.8)

Source- Primary Data

ANALYSIS-

Out of 250 respondents 112 respondents quoted celebrity influence as the reason for increase in purchase of branded innerwear, whereas increased purchasing power act as the second most important reason for increase in purchase of branded innerwear as 63 respondents said due to the average increase in purchasing power the shift and rise in purchasing branded innerwear has increased. $6 respondents said due to changed lifestyle, increase in purchasing branded innerwear has resulted. 29 respondents said the factors like style quotient are the primary reason for the increase in the purchase of branded innerwear

INTERPRETATION:-

Majority of the respondents surveyed quoted celebrity influence as the primary source for increase in purchase of the branded innerwear by male. Consumers in order to become like their celebrities adopt all the products endorsed by them by the way of media, movies or advertisements. Study reveals 45 % of the respondents feel celebrity influence is the primary reason for increase in purchase of branded innerwear. Whereas 25 % of respondents believed increase in the average purchasing power was the source for increase in purchase of branded innerwear, they feel that due to the extra income to spend, consumers prefer wearing branded innerwear, that indicates these consumers wear innerwear because of the extra income in hand and not due to factors like comfort, style or packaging. 18% of respondents said due to changed lifestyle, increase in the purchase of branded innerwear has increased. This indicates the changed lifestyle due to western influence has resulted into increase in purchase of branded innerwear by male consumers. Very small proportion of the respondents surveyed said that style acted as a source for increase in the purchase of branded innerwear. 12% of respondents said that style acted as a reason for increase in the purchase of branded innerwear that indicates consumers in order to adopt style and trend to their innerwear started wearing branded innerwear that resulted in the increase in the purchase of branded innerwear.

FACTORS THAT INFLUENCE MALE CONSUMERS TO TRY NEW BRAND OF INNERWEAR

(FIG 5.9)

Source- Primary data

ANALYSIS-

Out of 250 respondents, 74 respondents changed their current brand of innerwear by getting influenced through advertisements whereas 124 respondents changed their brand of innerwear due to dissatisfaction with current brand of innerwear. Reference of social circle or family urged only 21 respondents to change their current brand of innerwear whereas 31 respondents reported the factor of innovative buying in changing their brand of innerwear.

INTERPRETATION-

50% of respondents quoted the factor of dissatisfaction with the current brand to change their current brand of innerwear that implies the low switching cost of customers in case of innerwear. It implies the need for marketer to understand the actual need of consumers so that the switching of customers to alternate brand can be prevented. 30 % of respondents quoted advertisements as the factor for change in the current brand as advertisements urged them to try new brands through innovative advertisements of celebrity endorsements. 20 % of respondents quoted the factors like reference and innovative buying to change their innerwear. Study urges marketers to analyze the need of consumers whether comfort or style to overcome the problem of change of brand as it can be handful to the competitors and alternate brands.

FREQUENCY OF PURCHASE THEIR INNERWEAR

(FIG 5.10)

Source- Primary data

Analysis- Out of 250 respondents 8 respondents purchased their innerwear within a month, whereas 62 respondents changed their innerwear in between 1 to 3 months. 128 respondents said they bought a new innerwear 3-6 months. 25 respondents said they changed their innerwear between 6-12 months. 27 respondents said they changed their innerwear in more than 12 months.

Interpretation- Nearly 79 % of respondents purchased their innerwear in less than 6 months that means repeat purchase is often and it provides ample opportunities for marketers to retain customers. Only 21 % of respondents purchased their innerwear in a time frame of more than 6 months. This indicates customers in urban areas indulge in repeat purchase of their innerwear.

MALE CONSUMER RELUCTANCE IN BUYING THEIR INNERWEAR

(FIG 5.11)

Source- Primary data

ANALYSIS-

Out of 250 respondents surveyed, 142 respondents said they were not reluctant in buying their innerwear, this shows a drastic change in the mindset of Indian male consumers who were reluctant in buying their innerwear a decade back. Whereas nearly 40% male said they were reluctant in buying their innerwear and purchased through their spouse, mother or online way of shopping

INTERPRETATION-

This indicates a shift in the mindset of male consumers who were rigid and adamant a decade back in purchasing their innerwear are now confident of purchasing their innerwear personally. Almost 57% of respondents said they were not reluctant in buying their innerwear whereas 43% of responded positively to the fact that they feel reluctant in buying their innerwear and purchase through online medium of shopping, spouse or mother.

5.4) HYPOTHESIS TESTING

H0: Brand plays a important role in purchase of innerwear

H1: Brand does not play important role in purchase of innerwear

One-Sample Statistics

N

Mean

Std. Deviation

Std. Error Mean

PURCHASE DECISSION

250

1.6680

.47188

.02984

One-Sample Test

Test Value = 0

T

Df

Sig. (2-tailed)

Mean Difference

95% Confidence Interval of the Difference

Lower

Upper

PURCHASE DECISSION

55.891

249

.000

1.66800

1.6092

1.7268

Source: Primary Data

INTERPRETATION- A t- test was conducted to check whether brand plays an important role in purchase of innerwear. In accordance to prove hypothesis, t-test was conducted. The t- test showed that brand plays an important role in purchase of innerwear.(t(249)=55.891,p=0.000). Therefore at0.05 level of confidence, we infer that brand plays an important role in purchase of innerwear.

Hence we will accept null hypothesis or fail to reject null hypothesis. The above t- test proved that male consumers give importance to brand while purchasing their innerwear.

6.1) FINDINGS

For the purpose of study, 250 respondents were surveyed. Target population were urban customers and were asked to fill questionnaire in various malls, clubs and social places. The main goal of the study was to find whether brand plays a significant role in purchase of innerwear and in addition to that primary source of data covered various dependant and independent variable which affects purchase of innerwear.

MAJOR FINDINGS-

51% of respondents preferred local brands over International brand. Preference for local brands of innerwear was not attributed to packaging.

Celebrity endorsements influenced customers to purchase local innerwear brands as there was a direct correlation between them

Age group affects the significance of advertisements in building brand recall. As the age increases, significance of advertisements falls. This shows advertisements for innerwear has impact on the age group of below 18 and 18-24.

Customers in the age group of 24-30 and 30 and above preferred comfort over style whereas customers belonging to age group of below 18 and 18-24.

There was a variation in the preference of customers belonging to different occupation regarding factors that influenced their purchase decision for innerwear. There was a variation between students and government employees and between student and private job people. Preference of private job employees and government job employees were same

Impact of celebrity influence and role models was quoted as the primary source for increase in the purchasing of branded innerwear. Consumers in order to look like their celebrities gets influenced by the celebrities through advertisements, movies and media.

71% of respondents agreed that celebrity influence impact their purchase decision for innerwear whereas 14% of respondents were not able to validate the fact of impact.

43% of respondents said they were reluctant in buying their innerwear whereas 57% of respondents were not reluctant and purchased innerwear at their own

51% of male customers purchased their innerwear in between 3-6 months, whereas 25% purchased within 3 months.

Role of online shopping –

Online shopping acts as earning field for the marketers as due to reluctance or changed lifestyle consumers have started opting for online mode of shopping for purchasing their innerwear.

To validate it, 250 respondents were asked about the source of purchase for their innerwear in which 41% of respondents chose online shopping for the purchase of their innerwear as it saves time and their reluctance to go in market and purchase their innerwear.

Factors considered while purchasing innerwear-

131 respondents out of 250 respondents surveyed quoted comfort as the most favored factor where as 67 respondents said style as the most preferred factor while purchasing innerwear. 34 respondents said status symbol as the preferred factor whereas 18 respondents said price as the factor while purchasing innerwear.

Customers are not price sensitive, 70 % of respondents are willing to spend between 50-200, 18 % of respondents are willing to spend between Rs 200-500.

50% of respondents quoted dissatisfaction with current brand as reason to opt for new brand, whereas 30% of respondents said advertisements was the reason that urged them to change their brand. 20% of respondents quoted innovative buying and style as the factors to buy a new brand of innerwear.

6.2) SUGGESTIONS

1) Innerwear to be part of apparel sales period to retain customers- Innerwear should be included in the final sale period of apparel. This will help customers to buy innerwear along with main purchase of apparel. There should be discounts and cash back coupons provided to customers to retain them. . To retain these customers and make them loyal special discounts and membership cards should be given. Innerwear is a product where customers are retained at a quick interval, so including innerwear into normal sales period will help in retaining customers towards a particular brand.

2) Tie up of local brands of innerwear with online shopping sites- Local Innerwear companies can have a tie up with various online shopping sites like Myntra, Jabong and Flipkart. When customers go to purchase a main product like jeans, shirt then a pop up advertisements on side of screen will help him purchase a innerwear by the way of product bundling. In these sites companies can display pop up advertisements for their innerwear which can act as a subsidiary to main apparel in purchasing innerwear.

3) Brand association with various events- Innerwear brands should associate their brand with various marketing events, social display, word of mouth and general advertisements. They can sponsor various events such as Marathon and various sports events. An event can be sponsored by the innerwear companies through banners, billboards. This will improve the visibility of the innerwear companies through media. Events which are captured by media should help better association of brands with celebrities. This will help customers in associating their brand with celebrities they admire and will tend to behave in a certain way. This will help the marketers to control the buying behavior of customers.

4) Celebrity endorsements for International brands- Consumers preferred local brands over international brands in the study and a direct relation was attributed to celebrity endorsements, when it comes to International brands, they do not advertise their products through celebrities. Therefore celebrity endorsements and public association with brand can help the customers to associate with International brands

5) Free trial of Innerwear- Concept of free trial of innerwear should be introduced in male innerwear segment. Sometimes customers are confused of their sizes, In this condition free trial of vests and some dummy innerwear can help customers in choosing their perfect size. This will improve convenience of customers and will improve their satisfaction level. Keeping the hygiene factor in mind there should be some pieces of innerwear for trial purpose and for vests can be tried like t shirts are tried. This will improve the consumer decision making and will improve customer satisfaction.

6) Public association of celebrities with Innerwear brands- There should be a public association of celebrities with brand of innerwear. As Gillette has created a public image by involving various celebrities and stating a reason to use the product, innerwear brands can create public association with celebrities and can state a reason to purchase innerwear.

7) Brand building- Innerwear should be treated as a separate product and should not be treated as a subsidiary product. In the course of study, it was found customers are willing to pay high prices for innerwear if they get brand value. This brand value can be created by setting premium prices and later on skimming prices. This will create a positive picture of brand and customers will be willing to purchase brand at a lower cost later.