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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Empirical findings

Demographic Profile
Table # 6.1
Respondents Demographics
Frequency
Percentage (%)
Gender (Nb Male
Female
72 83 46.5 53.5
Age (Nb Less than 25
25-35
36-45
Above 45
71 42 33 9
45.8 27.1 21.3 5.8






Kuwait Chapter of Arabian Journal of Business and Management Review Vol. 4, No May. 2015
31

Interpretation
Table 6.1 shows that the data is collected from 155 respondents in which 72 males and 83 females are included. Most of the questionnaires were filled by that class which is less than years in age.
Table # 6.2
Reliability
Constructs
Valid Nb
No. of Items
Cronbach’s Alpha Brand Image
155 5
0.71 Consumer Awareness 155 5
0.68 Consumer Perception 155 5
0.74 Consumer Buying Behavior
155 5
0.69

Interpretation
Reliability of the data can be checked through Chronbach’s Alpha value. The above table shows that the data is reliable because all the values of Chronbach’s Alpha are 7.
Independent Sample T-test
Now we apply T-test to do comparison between respondent cities which are Lahore and Multan.
Table # 6.3
Group Statistics
city of respondents N Mean Std. Deviation Std. Error Mean Compute Variable of BI Lahore
79 4.1392
.56578
.06366 Multan
76 4.2039
.44104
.05059 Compute Variable of CA Lahore
79 4.4958
.14611
.01644 Multan
76 4.5000
.13053
.01497 Compute Variable of CP Lahore
79 4.4962
.24570
.02764 Multan
76 4.4737
.20615
.02365 Compute Variable of CBB Lahore
79 4.7848
.18052
.02031 Multan
76 4.7316
.16183
.01856
Interpretation
Table 6.3 shows the mean of Lahore and Multan. Compute Variable of Brand Image shows that people of Multan has 4.20 mean and people of Lahore has 4.13. This shows that people of Multan are more brand conscious than people of Lahore. Similarly people of Multan and people of Lahore have equal level of Consumer Awareness because they have equal mean which is 4.50. People of Lahore and Multan have equal level of knowledge about Consumer Perception because their means are But people of Lahore have more knowledge about buying behavior that people of Multan because mean of Lahore is 4.8 while mean of Multan is 4.7. Thus the above table shows that people of Lahore and Multan lies almost at equal level.


Kuwait Chapter of Arabian Journal of Business and Management Review Vol. 4, No May. 2015
32

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