Proposal BRI

Effect of reference group on buying behaviour of clothes of UMT Students
Acknowledgement
All praise is due to Allah, the lord and cherisher of the university. May his pace
and blessings be upon prophet Muhammad (PBUH), his household, companions
and all followers of the right Guidance till the day of judgment. First of all we
are thankful to Allah Almighty who has created us, gave us the power to
understand and power to gain knowledge. Without
His kind guidance we would have not been able to complete any task given to
us. We are great full for the guidance which has been allotted to us from Allah
Almighty to understand and gain knowledge. Allah, the Exalted, says: " Say:
Are those who know equal to those who know not? It is only men of
understanding who will remember.
"We give honor and privilege to our respected resource person who helped us in
thinking in the right direction by giving us this challenging task..
We would also like to thank our families, who added a boost to our confidence,
and are always praying for our success.
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Contents
Introduction:........................................................3
The objectives that we have found from our
research...............................................................3
Variables:.............................................................4
RESEARCH METHODOLOGY..................................5
Instrumentation (Data Collection Tools):............5
Population and Sample:.....................................5
Research Method:..............................................5
Questionnaire......................................................5
Bar Chart...........................................................23
Crosstabs...........................................................37
Our Findings.......................................................60
References:........................................................61
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Executive Summary
All the work is done on Affect of reference group on buying behavior
of students of UMT. All these work is done by all the group
members we have used different techniques to complete this
research. We have conducted the focus group as well as the
surveys from the students of university of management and
technology. We have made our objective and does some literature
review on the same topic. We also have chosen the variables which
are used in our research. These variables helped us to find related
to the topic. All the work which has been done is our work and this
document is not copy paste from any other one.
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Introduction:
Clothes are need of every person. In todays world every people is wearing different types of
yoy shavclothes. All these wearing are due to society, friends or from other reference groups
meaning reference group has made our wearing different. We have found that what is a
reference group and what is the effect of this reference group on the casual clothes among
male student of University of Management and Technology, Lahore. These students are
among the age of 18 to 27 years having different reference group.
When we specifically talk about students of UMT, Lahore we can see that there are different
types of buying behaviour for casual clothes of youth. There are lots of reference groups
effecting on their buying behaviour for casual clothes. Casual is the dress code that
emphasizes comfort and personal expression over presentation and uniformity. It includes a
very wide variety of costume.
Actually reference group is the one whom you want to acquire. People who have some
reference groups they have importance there for if the person or the organization or any other
party who is reference group and this reference will suggest any clothes for that person then
he will definitely want to buy that clothes. Today we can see that students have many
references. Whenever they went for shopping of clothes they take one or two of their friends
and they are those friends who have same choice as of yours. Every student tries not to go
alone for shopping. Some television models are also used for the reference groups. So here
we researched that what are the reference groups and how they impact on the casual buying
behaviour of youth of Lahore.
These socializing agents are basically the reference groups these can be your friend family
members or else. These socializing agents transmit the norms, values, attitudes and behaviour
to an individual . These reference groups can be different these can be persons, organization,
any institution or the advertisement which can influence. For example when you see someone
it can be your friend or anybody who is wearing a specific type of clothes which influences
you than that specific person is your reference group. Reference group can be any one. This
reference can be on the base of different variables such as age, personality, gender, class etc.
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The objectives that we have found from our research
What is there first preference by which youth selects a wear(family

,friend ,past experience, celebrity affect, specific group or society)
Effect on preferences due to change in fashion and impact culture and
tradition and attitude towards it.
To determine at what extent youth is influenced by casual dresses to feel
comfort.
Youngsters prefer casual dresses over traditional dresses
Presence of media in determining the level of dress to wear.
Wearing fashion clothes is how much important (e.g. being desi is like
loving your roots/background)
To know lifestyle, need and behaviour in different aspects.
Which educational faculty is more towards the fashion(e.g. BBA,IT
student etc)
Relationship between brand, status and personality and who influence
them to buy these branded wears.
Variables:
Purchasing power.
Family.
Relatives.
Locality.
Advertisement.
Discounted offers.
Distribution channels.
Price sensitivity.
Emotional attachment.
Role dominance.
Fashion
Trends
Lifestyles
Media
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RESEARCH METHODOLOGY
Instrumentation (Data Collection Tools):
We will take both primary as well secondary sources for our research. The instruments which
are applied for data collection in this research study are: conducting survey among the
students of UMT from different schools and conducting interview if it is necessary. A survey
research design is applied to know the effect of reference group on buying wear among male
students of UMT. We will also conduct focus group among the students.
Population and Sample:

Population size will consist of 200 male students from different schools of UMT. The age
bracket would be between18-25. Our focus would be on bachelor male students studying in
morning time. Our sample population will be Students of UMT from different schools came
for study.
Research Method:
We will distribute questionnaires among the students of different schools in UMT. As we
clearly mentioned in our topic that our main focus would be on male youth in this University.
We will also conduct interview from different students in UMT.
.
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Questionnaire
Effect of reference group on buying casual wear among male student of UMT, Lahore.
The following data is being collected exclusively for academic research purposes. We highly
appreciate the respondents co-operation and their precious time.
Program: _____________
Spring/Summer/Fall 20__
Age:
18-21
School: _____________
22-24
Semester:
25-27
1. Do you like going for shopping of clothes with your friends, family or relatives?
Rarely
Sometime
Most Often
Never
2. Do you consider your reference group opinion seriously for buying casual clothes?
Rarely
Sometime
Most Often
Never
3. To whom you get inspire while purchasing clothes?

Friend
Family
Relative
Society
If other than specify

---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------4. What is your favorite brand?
Mark and Spencer
Gucci
Armani
Versace
Others
----------------------------------------------------------------------------------------------------------5. Which physiological factors help you to buy clothes?
Motivation
Experience
Perception
Self esteem
If other than specify

---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------6. from where you get most of your information about new arrivals?
Internet/face book
Magazines
Specific shops
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Flyers
TV/shows
7. Please rate your preferences while purchasing casual clothes from 15(Lowest Highest)
1 (Lowest)
Price
Brand
Quality
Durability
Discount
Please tick
your answer in following table.
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5
(Highest)
Price does not have such an effect on buying casual clothes.

Brand does not have such effect while buying clothes.
Advertisement have changed your buying behavior for clothes.
Design has also effect while buying clothes.
Society has not strong effect on your casual wearing of clothes.
Without reference we will not be able to buy clothes.
Reference group have a negative effect on our living.
Outsider cannot be our reference group.
It is necessary that reference group will be that person to whom you know.
Reference group have changed your dressing style.

Past experience can also effect on your buying behavior of clothes.
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S. Disa
gree
Anyone from society made you his reference

group
Dis a gree
You try to update your wardrobe with change is

fashion trend
you tend to accessorize your outfits
Neutral
Reference group for buying clothes can be anyone.
Agree
S. Agree
Statements
Our research that we have conducted is from the male students of UMT.
So we have conducted our research from different schools of our
universities. We have conducted total 200 questionnaires from different
types of students of UMT. In these students there are 55, 58, 48, 39 are
from SBE, IAA, SSH and SST respectively. Here is a graph of the frequency
of the students from different departments.
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Frequency Table
do you like to go for shopping with friends,family and relatives?
Frequency
Valid
Total
Valid Percent
Cumulative Percent
Rarely
45
22.5
23.3
23.3
Sometimes
81
40.5
42.0
65.3
most often
58
29.0
30.1
95.3
Never
4.0
4.1
99.5
.5
.5
100.0
193
96.5
100.0
3.5
200
100.0
Total
Missing
Percent
System
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do you consider your reference group serioulsy for buying casual clothes?
Frequency
Valid
Rarely
Valid Percent
Cumulative Percent
30
15.0
15.3
15.3
Sometimes
104
52.0
53.1
68.4
most often
42
21.0
21.4
89.8
Never
18
9.0
9.2
99.0
1.0
1.0
100.0
196
98.0
100.0
2.0
200
100.0
5
Total
Missing
Percent
System
Total
what
is your
favourite
To whom
you
inspire brand?
while purchasing clothes?
Frequency
Valid Percent
Cumulative
Frequency
Percent Percent
Valid Percent
Cumulative
Percent Percent
Valid
Valid
Missing
Missing
Mark
friend& spencer
74
63 37.0
31.5
37.4
32.0
37.4
32.0
Gucci
family
46
49 23.0
24.5
23.2
24.9
60.6
56.9
Armani
relative
28
38 14.0
19.0
14.1
19.3
74.7
76.1
Versace
society
32
18 16.0
9.0
16.2
9.1
90.9
85.3
Other
other
18
29
9.0
14.5
9.1
14.7
100.0
100.0
Total
Total
198
197 99.0
98.5
100.0
100.0
System
System
Total
Total
2
200
1.0
1.5
200 100.0
100.0
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which psychological factors help you to buy clothes?

Frequency
Valid
Missing
Percent
Valid Percent
Cumulative Percent
Motivation
38
19.0
19.2
19.2
Perception
53
26.5
26.8
46.0
self-esteem
48
24.0
24.2
70.2
Experience
45
22.5
22.7
92.9
Other
14
7.0
7.1
100.0
Total
198
99.0
100.0
1.0
200
100.0
System
Total
from where you get most of the information about new arrivals?
Frequency
Valid
Total
Valid Percent
Cumulative Percent
Intermet
82
41.0
41.8
41.8
specific shop
44
22.0
22.4
64.3
Flyers
20
10.0
10.2
74.5
Tv
36
18.0
18.4
92.9
Magazines
14
7.0
7.1
100.0
196
98.0
100.0
2.0
200
100.0
Total
Missing
Percent
System
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rate your reference for price..

Frequency
Valid
Valid Percent
Cumulative Percent
lowest
34
17.0
17.4
17.4
low
49
24.5
25.1
42.6
normal
58
29.0
29.7
72.3
high
26
13.0
13.3
85.6
highest
28
14.0
14.4
100.0
195
97.5
100.0
2.5
200
100.0
Total
Missing
Percent
System
Total
rate your reference for brand

Frequency
Valid
Total
Valid Percent
Cumulative Percent
lowest
16
8.0
8.4
8.4
low
31
15.5
16.2
24.6
normal
45
22.5
23.6
48.2
high
47
23.5
24.6
72.8
highest
52
26.0
27.2
100.0
191
95.5
100.0
4.5
200
100.0
Total
Missing
Percent
System
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rate your reference for quality

Frequency
Valid
Total
Valid Percent
Cumulative Percent
lowest
13
6.5
6.6
6.6
low
23
11.5
11.6
18.2
normal
29
14.5
14.6
32.8
high
51
25.5
25.8
58.6
highest
82
41.0
41.4
100.0
198
99.0
100.0
1.0
200
100.0
Total
Missing
Percent
System
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rate your reference for durabilty

Frequency
Valid
Valid Percent
Cumulative Percent
low
15
7.5
7.8
7.8
lowest
23
11.5
11.9
19.7
normal
35
17.5
18.1
37.8
high
63
31.5
32.6
70.5
highest
57
28.5
29.5
100.0
193
96.5
100.0
3.5
200
100.0
Total
Missing
Percent
System
Total
reference group of buying clothes can be any one.

Frequency
Valid
Cumulative Percent
47
23.5
24.4
24.4
Agree
73
36.5
37.8
62.2
Neutral
49
24.5
25.4
87.6
Disagree
18
9.0
9.3
96.9
3.0
3.1
100.0
193
96.5
100.0
3.5
200
100.0
Total
Total
Valid Percent
strongly agree
strongly disagree
Missing
Percent
System
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you try to update your wardrobe with change in fashion trend

Frequency
Valid
Valid Percent
Cumulative Percent
strongly disagree
43
21.5
21.8
21.8
Disagree
84
42.0
42.6
64.5
Neutral
50
25.0
25.4
89.8
Agree
17
8.5
8.6
98.5
1.5
1.5
100.0
197
98.5
100.0
1.5
200
100.0
strongly agree
Total
Missing
Percent
System
Total
you tend to accessorize your outfits

Frequency
Valid
Cumulative Percent
32
16.0
16.3
16.3
Disagree
91
45.5
46.4
62.8
Neutral
51
25.5
26.0
88.8
Agree
19
9.5
9.7
98.5
1.5
1.5
100.0
196
98.0
100.0
2.0
200
100.0
Total
Total
Valid Percent
strongly disgaree
strongly agree
Missing
Percent
System
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any one form society made you his reference

Frequency
Valid
Valid Percent
Cumulative Percent
strongly disagree
31
15.5
15.7
15.7
Disagree
71
35.5
35.9
51.5
Neutral
53
26.5
26.8
78.3
Agree
33
16.5
16.7
94.9
strongly agree
10
5.0
5.1
100.0
198
99.0
100.0
1.0
200
100.0
Total
Missing
Percent
System
Total
price does nothave any effect on buying casual clothes

Frequency
Valid
Valid Percent
Cumulative Percent
strongly disagree
29
14.5
14.9
14.9
disagree
64
32.0
33.0
47.9
neutral
42
21.0
21.6
69.6
agree
43
21.5
22.2
91.8
strongly agree
16
8.0
8.2
100.0
194
97.0
100.0
3.0
Total
Missing
Percent
System
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any one form society made you his reference

Frequency
Valid
Valid Percent
Cumulative Percent
strongly disagree
31
15.5
15.7
15.7
Disagree
71
35.5
35.9
51.5
Neutral
53
26.5
26.8
78.3
Agree
33
16.5
16.7
94.9
strongly agree
10
5.0
5.1
100.0
198
99.0
100.0
1.0
200
100.0
Total
Missing
Percent
System
Total
price does nothave any effect on buying casual clothes

Frequency
Valid
Valid Percent
Cumulative Percent
strongly disagree
29
14.5
14.9
14.9
disagree
64
32.0
33.0
47.9
neutral
42
21.0
21.6
69.6
agree
43
21.5
22.2
91.8
strongly agree
16
8.0
8.2
100.0
194
97.0
100.0
200
100.0
Total
Total
Percent
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brands does nothave any effect on buying casual clothes

Frequency
Valid
Valid Percent
Cumulative Percent
strongly disagree
37
18.5
18.6
18.6
disagree
59
29.5
29.6
48.2
neutral
35
17.5
17.6
65.8
agree
41
20.5
20.6
86.4
strongly agree
27
13.5
13.6
100.0
199
99.5
100.0
.5
200
100.0
Total
Missing
Percent
System
Total
ads has changed your buying behaviour for clothes

Frequency
Valid
Cumulative Percent
34
17.0
17.3
17.3
disagree
69
34.5
35.2
52.6
neutral
52
26.0
26.5
79.1
agree
24
12.0
12.2
91.3
strongly agree
16
8.0
8.2
99.5
.5
.5
100.0
196
98.0
100.0
2.0
200
100.0
Total
Total
Valid Percent
strongly disagree
32
Missing
Percent
System
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design has also effect while buying clothes

Frequency
Valid
Valid Percent
Cumulative Percent
strongly disagree
50
25.0
25.4
25.4
disagree
73
36.5
37.1
62.4
neutral
42
21.0
21.3
83.8
agree
27
13.5
13.7
97.5
2.5
2.5
100.0
197
98.5
100.0
1.5
200
100.0
strongly agree
Total
Missing
Percent
System
Total
society has not atrong effect on your casual waering of clothes

Frequency
Valid
Total
Valid Percent
Cumulative Percent
strongly disagree
27
13.5
13.6
13.6
disagree
69
34.5
34.7
48.2
neutral
49
24.5
24.6
72.9
agree
35
17.5
17.6
90.5
strongly agree
19
9.5
9.5
100.0
199
99.5
100.0
.5
200
100.0
Total
Missing
Percent
System
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21
without reference we will not be able to buy clothes

Frequency
Valid
Valid Percent
Cumulative Percent
strongly disagree
27
13.5
13.7
13.7
disagree
55
27.5
27.9
41.6
neutral
45
22.5
22.8
64.5
agree
40
20.0
20.3
84.8
strongly agree
30
15.0
15.2
100.0
197
98.5
100.0
1.5
200
100.0
Total
Missing
Percent
System
Total
reference group have a negative impact on our living

Frequency
Valid
Total
Valid Percent
Cumulative Percent
strongly disagree
34
17.0
17.1
17.1
disagree
48
24.0
24.1
41.2
neutral
56
28.0
28.1
69.3
agree
44
22.0
22.1
91.5
stronglgreey a
17
8.5
8.5
100.0
199
99.5
100.0
.5
200
100.0
Total
Missing
Percent
System
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22
outsider cannot be our reference group

Frequency
Valid
Percent
Valid Percent
Cumulative Percent
strongly disagree
29
14.5
14.5
14.5
disagree
67
33.5
33.5
48.0
neutral
46
23.0
23.0
71.0
agree
37
18.5
18.5
89.5
strongly agree
20
10.0
10.0
99.5
.5
.5
100.0
200
100.0
100.0
12
Total
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it is necassary that reference group will be that person to whom you know
Frequency
Valid
Valid Percent
Cumulative Percent
strongly disagree
39
19.5
19.7
19.7
disagree
63
31.5
31.8
51.5
neutral
44
22.0
22.2
73.7
agree
38
19.0
19.2
92.9
strongly agree
14
7.0
7.1
100.0
198
99.0
100.0
1.0
200
100.0
Total
Missing
Percent
System
Total
reference group have changed your dressing style

Frequency
Valid
Total
Valid Percent
Cumulative Percent
strongly disagree
40
20.0
20.3
20.3
disagree
73
36.5
37.1
57.4
neutral
46
23.0
23.4
80.7
agree
21
10.5
10.7
91.4
strongly agree
17
8.5
8.6
100.0
197
98.5
100.0
1.5
200
100.0
Total
Missing
Percent
System
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past experince can also effect on your buying behaviour of clothes

Frequency
Valid
Percent
Valid Percent
Cumulative Percent
strongly disagree
59
29.5
29.5
29.5
disagree
81
40.5
40.5
70.0
neutral
30
15.0
15.0
85.0
agree
26
13.0
13.0
98.0
2.0
2.0
100.0
200
100.0
100.0
strongly agree
Total
departments
Frequency
Valid
Cumulative Percent
56
28.0
28.1
28.1
IAA
57
28.5
28.6
56.8
SSH
48
24.0
24.1
80.9
SST
36
18.0
18.1
99.0
1.0
1.0
100.0
199
99.5
100.0
.5
200
100.0
Total
Total
Valid Percent
SBE
Missing
Percent
System
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25
Age
Frequency
Valid
Total
Valid Percent
Cumulative Percent
up to 20
47
23.5
24.1
24.1
up to 22
78
39.0
40.0
64.1
up to 24
48
24.0
24.6
88.7
more than 24
22
11.0
11.3
100.0
195
97.5
100.0
2.5
200
100.0
Total
Missing
Percent
System
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26
Bar Chart
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27
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Crosstabs
Case Processing Summary
Cases
Valid
N
Missing
Percent
Total
Percent
Percent
do you consider your reference

group serioulsy for buying casual
196
98.0%
clothes? * departments
Page
41
2.0%
200
100.0%
Symmetric Measures
Approx.
Value
Asymp. Std. Error
Approx. T
Sig.
Interval by Interval
Pearson's R
.021
.076
.298
.766c
Ordinal by Ordinal
Spearman Correlation
.003
.076
.047
.962c
N of Valid Cases
196
do you consider your reference group serioulsy for buying casual clothes? * departments Crosstabulation
Count
departments
SBE
do you consider your reference
IAA
SSH
SST
Total
rarely
11
30
sometimes
26
33
27
18
104
most often
14
13
42
never
18
55
56
48
35
196
group serioulsy for buying casual

clothes?
Total
Ho= student do not consider reference group seriously for buying casual clothes.
H1= student consider reference group seriously for buying casual clothes.
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42
Here Ho is rejected because we can see that significance level (the P value) is greater than
0.05 meaning that the null hypothesis will be rejecting so we can say that student consider
reference group seriously for buying casual clothes.
do you like to go for shopping with friends,family and relatives?
Crosstab
Count
Departments
SBE
do you like to go for shopping with rarely
IAA
SSH
SST
Total
13
13
10
44
sometimes
23
25
16
16
81
most often
17
20
15
58
never
55
54
47
34
192
friends,family and relatives?
Total
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43
Symmetric Measures
Asymp. Std. Errora
Value
Approx. Tb
Approx. Sig.
Pearson's R
-.030
.075
-.412
.681c
Ordinal by Ordinal
-.045
.074
-.621
.535c
N of Valid Cases
192
Ho=Students do not like to shopping with their friends and relatives.

H1=Students like to shopping with their friends and relatives.
0.05 meaning that the null hypothesis will be reject so we can say that Students like to shop
with their friends and relatives.
To whom you inspire while purchasing clothes?
Page
44
Count
Departments
SBE
to whom you inspire while
IAA
SSH
SST
Total
Friend
19
19
20
15
74
Family
18
10
45
Relative
12
28
Society
11
10
32
18
56
55
48
36
197
purchasing clothes?
Other
Total
Symmetric Measures
Asymp. Std. Errora
Value
Approx. Tb
Approx. Sig.
Pearson's R
-.059
.072
-.828
.408c
Ordinal by Ordinal
-.070
.072
-.973
.332c
N of Valid Cases
197
Ho= students do not inspire from any one while purchasing clothes
H1= students inspire from any one while purchasing clothes
Page
45
0.05 meaning that the null hypothesis will be reject so we can say that students inspire from
any one while purchasing clothes
What is your favourite brand?

Crosstab
Count
departments
SBE
what is your favourite brand?
IAA
SSH
SST
Total
Mark & Spencer
19
19
15
62
Gucci
11
11
14
11
49
Armani
14
11
38
Versace
18
Other
10
29
54
57
48
35
196
Total
symmetric Measures
Asymp. Std. Errora
Value
Approx. Tb
Approx. Sig.
Pearson's R
.045
.069
.634
.527c
Ordinal by Ordinal
.043
.070
.597
.551c
N of Valid Cases
196
Ho= Students does not have favourite brand

Page
46
H1= Students have favourite brand

0.05 meaning that the null hypothesis will be reject so we can say that Students have
favourite brand
which psychological factors help you to buy clothes?

Crosstab
Count
departments
SBE
which psychological factors help you motivation
IAA
SSH
SST
Total
12
16
38
perception
13
12
14
12
52
self-esteem
15
13
10
48
experiecne
12
13
12
45
14
55
56
48
36
197
to buy clothes?
Other
Total
Symmetric Measures
Asymp. Std. Errora
Value
Pearson's R
.060
Page
47
.063
Approx. Tb
.841
Approx. Sig.
.402c
Symmetric Measures
Ordinal by Ordinal
.065
N of Valid Cases
.066
.367c
.905
197
Ho= psychological factors does not help students to buy clothes

H1= psychological factors help students to buy clothes
0.05 meaning that the null hypothesis will be reject so we can say that psychological factors
help students to buy clothes
from where you get most of the information about new arrivals?
Crosstab
Count
departments
SBE
from where you get most of the
IAA
SSH
SST
Total
intermet
18
30
18
15
specific shop
17
11
13
13
11
55
56
48
34
information about new arrivals?
flyers
tv
magazines
Total
Ho=People are not using source for getting information
Page
48
H1=People are using source for getting information
0.05 meaning that the null hypothesis will be reject so we can say that People are using
source for getting information.
rate your reference for price.
Page
49
Crosstab
Count
departments
SBE
rate your reference for price..
IAA
SSH
SST
Total
Lowest
12
34
Low
12
10
15
11
49
Normal
18
22
11
57
High
26
Highest
11
28
56
54
47
35
194
Total
Symmetric Measures
Asymp. Std. Errora
Value
Approx. Tb
Approx. Sig.
Pearson's R
-.043
.072
-.602
.548c
Ordinal by Ordinal
-.036
.073
-.493
.623c
N of Valid Cases
194
Ho=price has not such an effect while buying clothes

H1= price has an effect while buying clothes
Page
50
0.05 meaning that the null hypothesis will be reject so we can say that price has an effect
while buying clothes
Rate your reference for brand

Crosstab
Count
departments
SBE
rate your reference for brand
IAA
SSH
SST
Total
Lowest
16
Low
31
17
10
12
45
20
46
13
11
16
12
52
54
52
47
35
190
normal
high
highest
Total
Symmetric Measures
Value
Pearson's R
.083
Page
51
Asymp. Std. Errora

.077
Approx. Tb
1.146
Approx. Sig.
.253c
Symmetric Measures
Ordinal by Ordinal
.099
N of Valid Cases
.075
.174c
1.365
190
Ho=Brand has not such an effect while buying clothes

H1= Brand has an effect while buying clothes
0.05 meaning that the null hypothesis will be reject so we can say that Brand has an effect
Rate your reference for quality

Crosstab
Count
departments
SBE
rate your reference for quality
Total
IAA
SSH
SST
Total
lowest
13
low
23
normal
29
high
17
20
50
highest
15
24
23
20
82
55
56
48
36
197
Page
52
Symmetric Measures
Asymp. Std. Errora
Value
Approx. Tb
Approx. Sig.
Pearson's R
.082
.078
1.150
.252c
Ordinal by Ordinal
.126
.075
1.774
.078c
N of Valid Cases
197
Ho=quality has not such an effect while buying clothes

H1= quality has an effect while buying clothes
0.05 meaning that the null hypothesis will be reject so we can say that quality has an effect
Rate your reference for durability

Crosstab
Count
departments
SBE
rate your reference for durabilty
Total
IAA
SSH
SST
Total
low
15
lowest
23
normal
11
35
high
20
23
10
10
63
highest
16
16
15
56
54
54
47
35
192
Page
53
Symmetric Measures
Asymp. Std. Errora
Value
Approx. Tb
Approx. Sig.
Pearson's R
-.129
.073
-1.798
.074c
Ordinal by Ordinal
-.112
.072
-1.555
.122c
N of Valid Cases
192
Ho=Durability has not such an effect while buying clothes

H1= Durability has an effect while buying clothes
0.05 meaning that the null hypothesis will be reject so we can say that Durability has an
effect while buying clothes
Rate your reference for discount
Page
54
Crosstab
Count
departments
SBE
rate your reference for discount
low
IAA
SSH
SST
Total
24
lowest
12
35
normal
11
14
43
high
10
15
13
40
highest
16
11
14
11
52
55
53
48
36
194
Total
Symmetric Measures
Asymp. Std. Errora
Value
Approx. Tb
Approx. Sig.
Pearson's R
-.062
.076
-.868
.387c
Ordinal by Ordinal
-.044
.076
-.616
.538c
N of Valid Cases
194
Ho=Discount has not such an effect while buying clothes

H1=Discount has an effect while buying clothes
Page
55
0.05 meaning that the null hypothesis will be reject so we can say that Discount has an effect
Reference group of buying clothes can be any one.

Crosstab
Count
departments
SBE
reference group of buying clothes
IAA
SSH
SST
Total
strongly agree
13
16
12
47
agree
18
23
18
12
73
neutral
15
11
11
11
48
disagree
18
strongly disagree
55
55
47
33
192
can be any one.
Total
Page
56
Symmetric Measures
Asymp. Std. Errora
Value
Approx. Tb
Approx. Sig.
Pearson's R
.008
.073
.106
.916c
Ordinal by Ordinal
.006
.073
.087
.931c
N of Valid Cases
192
Ho=Reference group cannot be anyone

H1= Reference group can be anyone
0.05 meaning that the null hypothesis will be reject so we can say that Reference group can
be anyone
You try to update your wardrobe with change in fashion trend
Page
57
Crosstab
Count
departments
SBE
you try to update your wardrobe
IAA
SSH
SST
Total
strongly disagree
11
14
11
43
disagree
25
19
21
17
83
neutral
12
16
13
50
agree
17
strongly agree
55
56
48
35
196
with change in fashion trend
Total
Symmetric Measures
Asymp. Std. Errora
Value
Approx. Tb
Approx. Sig.
Pearson's R
-.037
.071
-.520
.603c
Ordinal by Ordinal
-.028
.070
-.389
.698c
N of Valid Cases
196
Ho= People do not change them self with the change of

fashion
H1= People change them self with the change of fashion
0.05 meaning that the null hypothesis will be reject so we can say that People change them
self with the change of fashion
Page
58
Any one form society made you his reference

Crosstab
Count
departments
SBE
any one form society made you his strongly disagree
IAA
SSH
SST
Total
11
12
31
disagree
22
23
13
12
70
neutral
12
18
11
11
53
agree
10
33
strongly agree
10
56
57
48
34
197
reference
Total
Symmetric Measures
Asymp. Std. Errora
Value
Approx. Tb
Approx. Sig.
Pearson's R
.044
.071
.621
.535c
Ordinal by Ordinal
.045
.072
.623
.534c
N of Valid Cases
197
Ho= Reference group cannot be anyone

H1=Reference group can be anyone.
0.05 meaning that the null hypothesis will be reject so we can say that Reference group can
be anyone
Page
59
ads has changed your buying behaviour for clothes

Crosstab
Count
departments
SBE
ads has changed your buying
IAA
strongly disagree
SSH
SST
Total
12
34
disagree
21
20
15
11
69
neutral
11
12
12
16
51
agree
24
strongly agree
16
32
56
54
47
36
195
behaviour for clothes
Total
symmetric Measures
Asymp. Std. Errora
Value
Approx. Tb
Approx. Sig.
Pearson's R
-.111
.047
-1.551
.123c
Ordinal by Ordinal
-.051
.070
-.716
.475c
N of Valid Cases
195
Ho=Advertisement does not have effect while buying clothes.

H1= Advertisement have effect while buying clothes.
Page
60
0.05 meaning that the null hypothesis will be reject so we can say that Advertisement have
effect while buying clothes.
Society has not atrong effect on your casual waering of clothes

Crosstab
Count
departments
SBE
society has not atrong effect on
IAA
SSH
SST
Total
strongly disagree
11
27
disagree
18
22
17
10
69
neutral
13
10
13
12
48
agree
12
35
strongly agree
19
56
56
48
36
198
your casual waering of clothes
Total
Symmetric Measures
Asymp. Std. Errora
Value
Approx. Tb
Approx. Sig.
Pearson's R
.026
.069
.363
.717c
Ordinal by Ordinal
.040
.071
.558
.577c
N of Valid Cases
198
Ho=Society is not affecting while buying clothes.

H1= Society is affecting while buying clothes.
Page
61
0.05 meaning that the null hypothesis will be reject so we can say that Society is affecting
while buying clothes.
Without reference we will not be able to buy clothes

Crosstab
Count
departments
SBE
without reference we will not be
IAA
SSH
SST
strongly disagree
11
10
disagree
18
14
11
10
neutral
16
14
agree
11
13
10
strongly agree
11
55
55
48
36
able to buy clothes
Total
Symmetric Measures
Asymp. Std. Errora
Value
Approx. Tb
Approx. Sig.
Pearson's R
.180
.067
2.547
.012c
Ordinal by Ordinal
.181
.068
2.569
.011c
N of Valid Cases
196
Ho=reference group is not important while buying clothes.

H1= reference group is important while buying clothes.
Page
62
0.05 meaning that the null hypothesis will be reject so we can say that reference group is
important while buying clothes.
reference group have a negative impact on our living

Crosstab
Count
departments
SBE
reference group have a negative
strongly disagree
IAA
SSH
SST
Total
10
11
33
disagree
16
13
48
neutral
19
13
15
56
agree
12
12
11
44
Strongly agree
17
56
56
48
36
198
impact on our living
Total
Symmetric Measures
Asymp. Std. Errora
Value
Pearson's R
.041
Page
63
.068
Approx. Tb
.573
Approx. Sig.
.567c
Symmetric Measures
Ordinal by Ordinal
.048
N of Valid Cases
.069
.505c
.667
198
Ho=reference group has not negative effect while purchasing clothes

H1=reference group has negative effect while purchasing clothes
0.05 meaning that the null hypothesis will be reject so we can say that reference group has
negative effect while purchasing clothes
Outsider cannot be our reference group * departments

Crosstab
Count
departments
SBE
outsider cannot be our reference
IAA
strongly disagree
SSH
SST
Total
10
29
disagree
16
16
18
15
66
neutral
15
14
11
46
agree
13
11
37
strongly agree
20
12
56
57
48
36
199
group
Total
Page
64
Symmetric Measures
Asymp. Std. Errora
Value
Approx. Tb
Approx. Sig.
Pearson's R
-.105
.068
-1.489
.138c
Ordinal by Ordinal
-.089
.071
-1.254
.211c
N of Valid Cases
199
Ho= outsider cannot be our reference group
H1= outsider can be our reference group

0.05 meaning that the null hypothesis will be reject so we can say that outsider can
be our reference group
Reference group have changed your dressing style
Page
65
Crosstab
Count
departments
SBE
reference group have changed
IAA
SSH
SST
Total
strongly disagree
10
14
40
Disagree
17
20
18
16
72
Neutral
13
15
10
46
Agree
21
strongly agree
17
55
56
47
36
196
your dressing style
Total
Symmetric Measures
Asymp. Std. Errora
Value
Approx. Tb
Approx. Sig.
Pearson's R
-.076
.068
-1.059
.291c
Ordinal by Ordinal
-.072
.070
-1.005
.316c
N of Valid Cases
196
Ho= Reference group have not changed our dressing style

H1= Reference group have changed your dressing style
0.05 meaning that the null hypothesis will be reject so we can say that
Reference group have changed your dressing style
Past experince can also effect on your buying behaviour of clothes
Page
66
Crosstab
Count
departments
SBE
past experince can also effect on
IAA
SSH
SST
Total
strongly disagree
18
17
12
11
58
disagree
21
26
18
15
81
neutral
30
agree
10
10
26
56
57
48
36
199
your buying behaviour of clothes
strongly agree
Total
Symmetric Measures
Asymp. Std. Errora
Value
Approx. Tb
Approx. Sig.
Pearson's R
.010
.071
.142
.887c
Ordinal by Ordinal
.026
.072
.370
.712c
N of Valid Cases
199
Page
67
Ho=Past experience did not effect on our buying

H1= Past experience is effecting on our buying
0.05 meaning that the null hypothesis will be reject so we can say that Past experience is
effecting on our buying
age
Crosstab
Count
departments
SBE
age
IAA
SSH
SST
Total
up to 20
15
12
11
46
up to 22
20
24
24
10
78
up to 24
12
15
11
48
22
55
56
47
34
194
more than 24
Total
Symmetric Measures
Asymp. Std. Errora
Value
Pearson's R
.042
Page
68
.075
Approx. Tb
.579
Approx. Sig.
.563c
Symmetric Measures
Ordinal by Ordinal
N of Valid Cases
.039
194
Page
69
.075
.536
.592c
Our Findings.
After the research we can say most of the students have their own reference groups which
strongly affect on their buying behavior of clothes. We can say that most of the students go
out for the shopping of clothes with their friends and family. Some students use the branded
clothes and they got their information from the internet, advertisements and some other
mediums. Self esteem, perception and motivation like factors help them in buying clothes.
Students also give importance to the price, quality, durability and as well as brand while
buying clothes.
We have found that anyone can be their reference groups. It is not necessary only those
people to whom person know can be their reference group but it can be any one it can be that
person whom you have seen even on a Facebook page. Some of them make reference group
to any one and tend to buy new outfit and update themselves. Reference group have their
changed their lifestyles and their ways of living. Society has also affect on their buying of
clothes. Students think reference group have not any negative effect. We can also tell that
some students on their past experience. If they have a good past experience than they will buy
otherwise they will not buy it. All these findings can help us to know the affect of reference
on buying behavior of male students of UMT.
Page
70
References:
Bearden, W. O., Netemeyer, R. G., & Teel, J. E. (1989). Measurement of
consumer susceptibility to interpersonal influence. Journal of consumer
research, 473-481.
Iqbal, M. S. Dr. Zeenat Ismail Institute of Business Administration.
Page
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Effect of reference group on buying behaviour of clothes of UMT Students

Effect of reference group on buying behaviour of clothes of UMT Students

Effect of reference group on buying behaviour of clothes of UMT Students

Effect of reference group on buying behaviour of clothes of UMT Students

Effect of reference group on buying behaviour of clothes of UMT Students

The objectives that we have found from our research

What is there first preference by which youth selects a wear(family

Effect of reference group on buying behaviour of clothes of UMT Students

Population and Sample:

Effect of reference group on buying behaviour of clothes of UMT Students

3. To whom you get inspire while purchasing clothes?

If other than specify

If other than specify

Effect of reference group on buying behaviour of clothes of UMT Students

your answer in following table.

Effect of reference group on buying behaviour of clothes of UMT Students

Price does not have such an effect on buying casual clothes.

Reference group have changed your dressing style.

Anyone from society made you his reference

You try to update your wardrobe with change is

Reference group for buying clothes can be anyone.

Effect of reference group on buying behaviour of clothes of UMT Students

Effect of reference group on buying behaviour of clothes of UMT Students

Effect of reference group on buying behaviour of clothes of UMT Students

Effect of reference group on buying behaviour of clothes of UMT Students

which psychological factors help you to buy clothes?

Effect of reference group on buying behaviour of clothes of UMT Students

rate your reference for price..

rate your reference for brand

Effect of reference group on buying behaviour of clothes of UMT Students

rate your reference for quality

Effect of reference group on buying behaviour of clothes of UMT Students

rate your reference for durabilty

reference group of buying clothes can be any one.

Effect of reference group on buying behaviour of clothes of UMT Students

you try to update your wardrobe with change in fashion trend

you tend to accessorize your outfits

Effect of reference group on buying behaviour of clothes of UMT Students

any one form society made you his reference

price does nothave any effect on buying casual clothes

Effect of reference group on buying behaviour of clothes of UMT Students

any one form society made you his reference

price does nothave any effect on buying casual clothes

Effect of reference group on buying behaviour of clothes of UMT Students

brands does nothave any effect on buying casual clothes

ads has changed your buying behaviour for clothes

Effect of reference group on buying behaviour of clothes of UMT Students

design has also effect while buying clothes

society has not atrong effect on your casual waering of clothes

Effect of reference group on buying behaviour of clothes of UMT Students

without reference we will not be able to buy clothes

reference group have a negative impact on our living

Effect of reference group on buying behaviour of clothes of UMT Students

outsider cannot be our reference group

Effect of reference group on buying behaviour of clothes of UMT Students

reference group have changed your dressing style

Effect of reference group on buying behaviour of clothes of UMT Students

past experince can also effect on your buying behaviour of clothes

Effect of reference group on buying behaviour of clothes of UMT Students

Effect of reference group on buying behaviour of clothes of UMT Students

Effect of reference group on buying behaviour of clothes of UMT Students

Effect of reference group on buying behaviour of clothes of UMT Students

Effect of reference group on buying behaviour of clothes of UMT Students