Impact of brand image on consumer buying behavior in clothing sector: a comparative study between males and females of central punjab



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Correlation
Table # 6.5
CP
CA
CBB
BI
CP
1 0.341 0.000 0.367 0.000 0.468 0.000
CA
1 0.133 0.000 0.325 0.000
CBB
1 0.328 0.000
BI
1
Interpretation
Hence correlation table shows that all the variables are correlated with each other and has significant valueless than 0.05.
Regression
Table # 6.6


Adjusted R2
Independent
Variables
Dependent Variables
CP
CBB
BI
0.202*
CA
0.361*
CP
0.40*
BI
0.067*
CA
0.176*
(*) shows sig. value.
Interpretation
Table 6.6 shows that to deal with mediating variable multiple regression is applied through
SPSS. The above table shows that 20% change occur in Consumer Perception due to Brand Image while 36% change occurs due to Consumer Awareness. Consumer Perception is actually playing a role of mediating variable. Similarly 6% change in Consumer Buying behavior occurs due to Brand Image while 17% change occurs due to Consumer Awareness. CBB is dependent


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34 variable. Consumer perception has the major effect in the change of consumer buying behavior because 40% change occurs in Consumer buying Behavior due to Consumer Perception.
Conclusion and Recommendations
Hence the above discussions and results of analysis show that there is difference between the perceptions of both cities customers about branded clothes. Almost same questionnaires are filled from both cities and their results are also same. Result shows that males are more brand conscious rather than females. Hence Consumer Perception has more influence on Consumer Buying Behavior instead of Brand Image and Consumer Awareness. Researchers can do more study with more variables to know the influence of variables. Similarly marketers can work to build strong perception of consumers about their brands by using multiple ways i.e. advertisement, quality, availability etc.

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