A Dissertation on

CLOTHING PURCHASE PATTERN AND SEGMENTATION OF

TOMMY HILFIGER CONSUMERS

Presented to the
Department of Fashion Management
NATIONAL INSTITUTE OF FASHION TECHNOLOGY

KANNUR, KERALA

By
Krishnapriya N
Saumya C K
Sri Sakila Devi. D
(Batch 2018-20)

Supervisory Committee:
Dr. Fezeena Khadir
Dr. Shivkumar M.Belli

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 CERTIFICATE

This is to certify that Ms.Krishnpriya N., Ms.Saumya C K, Ms.Sri Sakila Devi of National
Institute of Fashion Technology (NIFT) Kannur have successfully completed their Marketing
Research work titled “CLOTHING PURCHASE PATTERN AND SEGMENTATION OF
TOMMY HILFIGER CONSUMERS” in partial fulfilment of requirement for the completion
of 1st semester of Post Graduate Programme “Masters of Fashion Management”(MFM) as
prescribed by the Department of Fashion Management Studies (FMS), National Institute of
Fashion Technology.
This ‘Research Project’ report is the record of authentic work carried out by them during the
period from 1st August 2018 to 21st December 2018 under my mentorship.

Signature Signature
Dr.Fezeena Khadir Dr.Shivkumar M.Belli
Associate Professor,FMS Assistant Professor,FMS
Faculty Mentor- Faculty Mentor-
Fashion Business Research Fashion Marketing

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 ACKNOWLEDGEMENT

We have taken efforts in this project. However, it would not have been possible without the kind
support and help of many individuals. We take immense pleasure to acknowledge the efforts of
the following people who helped us to make this project a reality. We express our gratitude for
their suggestions, guidance and intellectual influences.
We are highly indebted to Associate Professor Dr. Fezeena Khadir for her guidance and constant
supervision as well as for providing necessary information regarding the project and also for the
support in completing the project.
We are also obliged to Assistant Professor Dr. Shivkumar M.Belli for his guidance and support
during the entire duration of the project.
The project helped us in understanding the marketing research methods and techniques in details
and to apply the management concepts that we learnt in the classroom sessions.
We are thankful to all our lecturers for their help and kind co-operation throughout the course.
Last, but not the least, we would like to thank our parents and friends who always supported in
all our endeavours.

KRISHNAPRIYA N.
SAUMYA C K
SRI SAKILA DEVI.D

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 DECLARATION OF ORIGINALITY

We hereby declare that this dissertation has been composed by us and is

based on our own work.

Signature: _______

iii
TABLE OF CONTENTS
1.INTRODUCTION ....................................................................................................................... 1
1.1 INDUSTRIAL OVERVIEW ................................................................................................ 1
1.2 BRAND OVERVIEW........................................................................................................... 1
1.2.1 PRICE ............................................................................................................................. 1
1.2.2 PRODUCT...................................................................................................................... 2
1.2.3 PLACE............................................................................................................................ 2
1.2.4 PROMOTION ................................................................................................................ 2
1.2.5 SEGMENTATION ......................................................................................................... 3
1.2.6 TARGETING ................................................................................................................. 3
1.2.7 POSITIONING ............................................................................................................... 3
1.3 RATIONALE OF THE STUDY ........................................................................................... 4
1.4 SCOPE .................................................................................................................................. 5
1.5 OBJECTIVE.......................................................................................................................... 5
1.6 RESEARCH QUESTION ..................................................................................................... 5
1.7 LIMITATIONS ..................................................................................................................... 5
1.8 CHAPTER OVERVIEW ...................................................................................................... 5
1.9 BACKGROUND................................................................................................................... 5
1.10 PROBLEM STATEMENT ................................................................................................. 6
1.11 DEFINITION OF TERMS .................................................................................................. 6
1.12 SIGNIFICANCE ................................................................................................................. 6
2.LITERATURE REVIEW ............................................................................................................ 7
2.1 BODY OF LITERATURE .................................................................................................... 7
2.1.1 VARIABLES USED FROM PREVIOUS LITERATURE ............................................ 7
2.1.2 REVIEW OF LITERATURE ......................................................................................... 8
3.METHODOLOGY ...................................................................................................................... 9
3.1 RESEARCH METHODOLOGY .......................................................................................... 9
3.2 OBJECTIVES ..................................................................................................................... 10
3.3 RESEARCH DESIGN ........................................................................................................ 10
3.4 POPULATION AND SAMPLE ......................................................................................... 11
3.5 HYPOTHESIS .................................................................................................................... 11
4.DATA ANALYSIS .................................................................................................................... 12
4.1 DATA ANALYSIS ............................................................................................................. 12
4.2 SPSS DATA ANALYSIS ................................................................................................... 25
5.RESULTS .................................................................................................................................. 32
6.CONCLUSIONS AND RECOMMENDATIONS .................................................................... 33
6.1 CONCLUSIONS ................................................................................................................. 33
6.2 RECOMMENDATION ...................................................................................................... 33
7.BIBLIOGRAPHY ...................................................................................................................... 34
APPENDIX-1 .................................................................................................................................. i
APPENDIX-2 ................................................................................................................................. v

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LIST OF FIGURES
Figure 1: 4.1.1 FREQUENCY OF SHOPPING ........................................................................... 12
Figure 2: 4.1.2 PREFERENCE TO PURCHASE FASHION PRODUCTS ................................ 13
Figure 3: 4.1.3 TYPE OF TOMMY HILFIGER CUSTOMERS ................................................. 14
Figure 4: 4.1.4 TIME DURATION OF SHOPPING WITH TOMMY HILFIGER ..................... 15
Figure 5: 4.1.5 THE SOURCE OF INFORMATION ABOUT TOMMY HILFIGER ................ 16
Figure 6: 4.1.6 PRODUCT PREFERENCE IN TOMMY HILFIGER ........................................ 17
Figure 7: 4.1.7 FACTORS AFFECTING PURCHASE IN TOMMY HILFIGER ...................... 18
Figure 8: 4.1.8 TOMMY HILFIGER'S CUSTOMERS POST PURCHASE BEHAVIOR ......... 19
Figure 9: 4.1.9 INFLUENCE OF CELEBRITY ENDORSEMENT ON TOMMY HILFIGER’S
CUSTOMER ......................................................................................................................... 20
Figure 10: 4.1.10 EMPLOYMENT STATUS .............................................................................. 21
Figure 11: 4.1.11 ANNUAL INCOME ........................................................................................ 22
Figure 12: 4.1.12 AGE GROUP ................................................................................................... 23
Figure 13: 4.1.13 GENDER .......................................................................................................... 24

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LIST OF TABLES
Table 1: 4.2.1 FACTOR ANALYSIS ........................................................................................... 25
Table 2: 4.2.2 CORRELATION ANALYSIS .............................................................................. 26
Table 3: 4.2.3 FINAL CLUSTER CENTERS .............................................................................. 27
Table 4: 4.2.4 SEGMENTATION BASED ON DEMOGRAPHIC FACTORS .......................... 28
Table 5: 4.2.5 SEGMENTATION BASED ON TYPES OF CONSUMERS .............................. 29

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 ABSTRACT

The study attempts to investigate Purchase Intentions of Consumers towards Tommy Hilfiger.
Purchase intentions are one of the main concepts.Purchase intention is the implied as a promise
to one’s self to buy the product again whenever one makes next trip to the market.
It has a substantial importance because the companies want to increase the sale of specific
product for the purpose to maximize their profit. Purchase intention depicts the impression of
customer retention. There are certain functions of the brand, which have a strong influence on
the purchase intention of the customer’s i.e. brand image, product quality, product knowledge,
product involvement, product attributes and brand loyalty. This study will analyse the purchase
behaviour of the customers in order to increase the sales of the brand based on segmentation and
also reveal the important aspects which are quite necessary to capture the purchase intention of
the customers. This research helps to categorize the aspects based on which factors have
significant effect on the purchase intention of the patrons. In this wondrous world where
penetration in the market in the presence of competitors is very problematic and challenging, it is
very much important to determine the exact features, which the consumer wants. It will help the
marketers to focus on the features of the product that are significant and are positively correlated
with purchase intentions of the customers. The customer driven approach is applied to find out
the perception of users to have an exact idea about preference and desires.

Consumer behavior research is the scientific study of the processes consumers use to select
secure, use and disperse of products and services that satisfy their needs. Firms can satisfy those
needs only to the extent that they understand their customers.
The main objective of this paper is to study the factors affecting consumer buying behavior
towards Tommy Hilfiger and customer segmentation.

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 CHAPTER 1

INTRODUCTION

1.1 INDUSTRIAL OVERVIEW

Clothing performs a multitude of functions in an individual’s life far beyond being a basic
necessity. Information and trends that are able to spread across the entire world not only drive
consumers to purchase more clothing, but they also encourage customers to make involuntary
choiceswhen it comes to a particular brand. In today’s cluttered retail environment, consumers
are overwhelmed with choice. An average Indian supermarket carries approximately 45,000
SKUs. Consumers must therefore weigh up around 900 items each minute. However, consumers
aren’t even able to attend to all the items on display, let alone weigh up all of the available
options. So, they must decide in a blink of an eye.
In order to make such fast decisions, consumers need to use mental shortcuts, or heuristics, to
guide their choices. Certain cues present in the environment guide shoppers’ attention and aid
their decision making in the store. Often consumers are not aware of the cues they have used to
arrive at a decision. Perhaps the most powerful mental shortcut available to the consumer is
branding. Branding on clothing allows us to quickly and efficiently select from a huge array of
products. Specifically, branding draws consumers’ attention and allows them to recognize
familiar products and serves as a cue for retrieving stored information from memory about those
products. Understanding this important role of branding in decision making is the broad aim of
the current research. One such top brand that has managed to stay on customers mind is Tommy
Hilfiger.

1.2 BRAND OVERVIEW

TOMMY HILFIGER is one of the world’s leading designer lifestyle brands and is
internationally recognized for celebrating the essence of classic American cool style, featuring
preppy with twisty designs. Founded in 1985, TOMMY HILFIGER delivers premium styling,
quality and value to customers worldwide under the TOMMY HILFIGER and TOMMY JEANS
brands, with a breadth of collections including HILFIGER COLLECTION, TOMMY
HILFIGER TAILORED, men’s, women’s and kids’ sportswear, denim, accessories, and home
furnishings.

1.2.1 PRICE
Tommy Hilfiger is a high-end fashion brand and charges premium on its products. The company
follows a discount based pricing model in its marketing mix and offers sale on products in major
off seasons. The Hilfiger collection is priced in the higher segment as it can charge premium
based on its value, quality and New York fashion week runway designs.
Similarly, the Tommy Hilfiger Tailored collection also charges premium based on value based
pricing and customized fit.

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1.2.2 PRODUCT
Tommy Hilfiger is a leading fashion label having a wide clothing range and strong global
presence. Tommy Hilfiger offers a variety of products in premium segment fashion and lifestyle.
They provide style, quality and value to the buyers and focus on the American classic designs by
adding a youthful twist to them. The various product categories in its marketing mix offered
include:

• Denims
• Clothing
• Watches
• Shoes
• Handbags
• Lifestyle and Home décor
• Fragrances
• Eyewear
The core product line of Tommy Hilfiger offers designs across 25 categories and is targeted at
25-40 years old customer with offerings for men’s clothing, women’s clothing, shoes and
accessories. Tommy Hilfiger also has products for kids’ section. Tommy Hilfiger Denims brand
is targeted at a younger customer section of 18-30 years old, and has more edgy and casual
designs. Hilfiger collection is primarily targeted at women and is manufactured in Italy using
high quality premium materials, while Tommy Hilfiger Tailored collection caters to the
corporate men with sharp and sophisticated designs.

1.2.3 PLACE
Tommy Hilfiger is global brand and therefore has a global presence through its huge chain of
retail stores and online shopping website. Tommy Hilfiger caters to a wide variety of customers
its head office is in Amsterdam, Netherlands. The company has its own stores as well as a
franchise based model for retail. There are more than 1400 stores of Tommy Hilfiger located in
over 90 countries across the world. It has flagship stores which are in the major cities around the
world- New York, London, Paris, Tokyo, Los Angeles and Dusseldorf. The store layouts reflect
the classic cool American style and the upbeat Tommy Hilfiger designs.
The products are also available online on the company’s website, as well as other ecommerce
portals. The Tommy Hilfiger website is available in different languages in order to attract a
global customer base- English, Spanish, Portuguese, German, French, Italian, Japanese, Dutch,
Turkish and many more.

1.2.4 PROMOTION
Tommy Hilfiger follows an aggressive marketing strategy using different channels to reach out
to its customers and thus has a very high brand visibility. Tommy Hilfiger uses magazine ads,
newspaper ads and billboards for promotions. Tommy Hilfiger also uses celebrities as brand
ambassadors and the tagline “For the People”. Its current brand ambassador is supermodel Gigi
Hadid.
Sales promotion is done by offering discounts of around 10-15% across the product lines during

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off season or special occasions. It also uses point of sale promotions by making their store layout
in line with the preppy fashion they offer.
They also launched a virtual reality store experience in 2015 which was a big hit among the
customers. The buyers could watch the 2015 Fall Hilfiger Collection in 360-degree 3D virtual
reality from front row and shop the collection immediately. But this was available only in select
flagship and franchise stores.
For online promotions, it gives special offers on its website. It also sends emails to its members
showcasing the latest arrivals.

1.2.5 SEGMENTATION
With a focus on 18-35-year-old consumer, Tommy Hilfiger is internationally recognised for
celebrating the essence of classic American style with a fresh, modern twist inspired by
Hilfiger’s love of pop culture- from fashion, art and music to sports and entertainment.
Tommy Hilfiger has segmented into 4 brands:
• Tommy Hilfiger
• Hilfiger Denim
• Hilfiger Collection
• Tommy Hilfiger Tailored

1.2.6 TARGETING
Tommy Hilfiger targets urban upper segments men and women. Tommy Hilfiger clothing lines
were previously marketed to the 20 to 30-year-old age group. Tommy Hilfiger focuses on 25-40-
year-old consumer and 18-30-year-old denim oriented consumers. New clothing line targets
teens who like preppy style. The new teen line will target girls aged 12-18 and is set to launch in
July at 150 Macy's stores in the United States. Change aims to attract younger target market with
lower prices.

1.2.7 POSITIONING
Tommy Hilfiger offers high quality, quintessential American Style. Brand position as premium,
yet affordable designer lifestyle brand with unique global reach. Clear brand image - “CLASSIC
AMERICAN COOL”. Favourable customer demographic with growing global customer base.
Attractive positioning in the “post crisis”, increasingly value-oriented consumer world.

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1.3 RATIONALE OF THE STUDY
Consumer buying behaviour is a continuous process that involves the recognition of consumer’s
need, purchase intention, brand mind position, customer’s trust, consumers’ preferences,
availability of choice and post purchase behaviour. There are lots of other factors that will affect
the consumer behaviour indirectly leading to brand loyalty. Brand image is the key driver of
brand loyalty, which refers to consumer’s general perception about a brand which has an
influence on consumer buying behaviour. The main purpose of brand image positioning is to
influence consumers’ perception and attitude towards a brand, establish the brand image in
consumers’ mind, and stimulate consumers’ actual purchasing behaviour, therefore increasing
sales and maximizing profit. Other factors influencing consumer buying behaviour is brand
awareness, brand preference, customer satisfaction, quality of a product, price of the product,
varieties of the product, repurchase and recommendation of the product to other people.
Brand loyalty is defined as positive feelings towards a brand and a sense of dedication
to purchase the same product or service repeatedly now and in the future from the same brand,
regardless of a competitor’s actions or changes in the environment. It can also be demonstrated
with other behaviors such as positive word of mouth advocacy.Consumer behaviour patterns
demonstrate that consumers will continue to buy products from a company that has fostered a
trusting relationship. Brand loyalty is measured using factors such as purchase sequences, price,
functionality, and quality of the product. It also has an impact on values and trust of the
consumers. Brand preference is closely related to brand loyalty and brand choice that can help
consumer in decision making and stimulate repeated purchases from the same brand. Knowing

4
the pattern of consumer preferences across the population is a critical input for designing and
developing the brand image.
This research aims to investigate the role of branding in consumers life underpinned by an
understanding of human decision making as decision making is a vital part of our everyday
life.The research was undertaken in the context of Tommy Hilfiger brand.

1.4 SCOPE
The scope of the research is to analyze the behavior of a targeted age group of people (age group:
18 to 35 years) towards Tommy Hilfiger as a brand and analyze the factors which influence the
consumers in purchasing and loyalty towards the brand.

1.5OBJECTIVE
The main objective of the research is to analyze the consumer buying behavior based on
thebrand image, brand loyalty, mental satisfaction and consumer’s trust and analyze other factors
such as price, quality, variety and gender that play a major role in influencing the consumers’
repurchase intentions.

1.6 RESEARCH QUESTION

The research question mainly focuses on the repurchase intentions of the customersof the
Tommy Hilfiger brand. Which of the following: price, quality orvariety the main reason for
customers repurchase intentions? Do brand loyalty, mental satisfaction and customers trust
influence the customers buying behavior in an extensive manner?

1.7 LIMITATIONS
The research focuses mainly on factors such as price, quality, variety and gender in determining
the consumers buying behavior. However, there are other factors such as brand advertisement,
brand promotions, store ambience and layout that plays a crucial role in helping the customers
buying decisions and consider repurchasing from the same brand. These can be considered as a
scope for future research.

1.8 CHAPTER OVERVIEW

Chapter 1 Introduction deals with the importance of branded clothing and how consumers buying
behavior is determined. Chapter 2 Literature Review deals with the detailing of the branding
concept and how it affects consumer buying behavior. Chapter 3 Research Methodology deals
with the statistical methods used to analyze the data obtained by survey both online and offline.
Chapter 4 Results explains the findings Chapter 5 Discussions focuses and Conclusion.

1.9 BACKGROUND
According to Fatmia Sarwar, Muzamil Aftab, Muhammad Tahseen Iqbal; June 2014 study on
“The Impact of Branding on Consumer Buying Behavior” and Elena Delgado Ballester and
Jose Luis Munuera Aleman; December 1999 study on “Brand Trust in the Context of
Consumer Loyalty” have revealed that brand image and brand knowledge are direct influences
of current purchase behavior. Brand knowledge does not affect future purchase behavior directly.
Brand trust has a significant effect on consumer commitment. Overall satisfaction is an
antecedent effect of brand trust. A positive relationship occurs between Top of Mind Awareness
(TOMA) and consumer brand preferences. TOMA affects brand purchase behavior is observed

5
by Arch George Woodside, Elizabeth j. Wilson; 1985.According to Susana Garrido Azevedo,
Madalena Pereira, Joao Ferreira, Vilma Pedroso; 2008 there is a significant difference on the
consumer buying behavior according to gender.Emine Koca, Fatma Koc; 2016 have done “A
Study of Clothing Purchasing Behavior by Gender with Respect to Fashion and Brand
Awareness” and have concluded that women are more influenced by fashion while men are
more influenced by branding and are more affected by cultural values, family and close circle.
According to Rita Fontelo de Oliveria; November 2015 study on “Consumer Behavior
Towards Clothing Brands” concludes that a sequence has been created in customer’s minds
when there was an association with brand and celebrities. G. Hari Shankar Prasad; 2013 has
concluded in his study that customers gave low priority for advertisement and trust. Consumers
gave high priority for availability of latest designs and options, convenience of pick and choice.

1.10 PROBLEM STATEMENT

The problem statement according to this research is related to why consumers do not intend to
repurchase clothing in Tommy Hilfiger. Is it because of less brand loyalty or less customer
satisfaction or pricing or any other factors that remain the cause for not purchasing clothing in
Tommy Hilfiger.

1.11 DEFINITION OF TERMS

The term “branding” is used to indicate a strong image for a product in the consumers' mind,
mainly through advertising campaigns with a consistent theme. Branding aims to establish a
significant and differentiated presence in the market that attracts and retains loyal customers.
Customer buying behavior is the process by which individuals search for, select, purchase, use,
and dispose of goods and services, in satisfaction of their needs and wants.Consumer buying
behavior is the process by which consumers identify their needs, collect information, evaluate
alternatives, and make the purchase decision.

1.12 SIGNIFICANCE
The significance of the research findings will be of great use in analyzing why customers of
Tommy Hilfiger do not repurchase often even though they are loyal customers. Variety of
products is what customers look for and price remains the least value that determines the
repurchase intention.
The results of the research could be employed for the better promotional strategies of Tommy
Hilfiger, their attitudes and the decision-making process. Also, branding has a great impact on
consumer buying behavior which would help in the brand mind positioning of Tommy
Hilfiger.In this paper, we provide a conceptual model that specifies how perception or cognitive
and relationship variables are inter-related and how they jointly affect current and future
purchase behavior.

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 CHAPTER 2
LITERATURE REVIEW

Brand loyalty is widely considered as one of the ways with which the consumer expresses his/her
satisfaction. For a long time establishing brand awareness and image have been key goals of
brand management. Different authors have presented different perceptual and cognitive factors
that influence purchase. More recently researchers have argued that it is important to consider
how consumers build brand relationships and form brand communities similar to how they build
relationships and communities in their personal lives.
Tommy Hilfiger being an American fashion brands dominate the pack, personality rather than
obvious, simple but not trivial.Tommy Hilfiger casual wear and sportswear like to be inspired, to
be improved, adding a checkered shirt, jeans and so on, trying to create a sense of leisure resort
feel the need for sunlight help, so Tommy Hilfiger clothes rich atmosphere of the sun, never no
shade of dark, see fair share is comfortable.
Their clothes look is very simple and clear use of colour, with Sven’s clothing solemn self-
energy, accompanied by light but also eye-catching dress, this Tommy Hilfiger has created the
possibility of a great match.

2.1 BODY OF LITERATURE

2.1.1 VARIABLES USED FROM PREVIOUS LITERATURE

Price, product quality, product variety, brand-mind position, purchase intention, cost
consciousness, value for money, customers’ trust, availability of choice, durability and longevity
of apparel quality, age, need, profession, level of income, education, fashion, social class,
attitude, brand image, advertisement, teenagers, brand loyalty, celebrity endorsement, mental
satisfaction, brand knowledge, middle aged consumers, reference groups, emotional exploitation,
status symbol, personal values, sales promotion, brand satisfaction, brand trust, emotional
commitment, brand reputation, customer buying decision.

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2.1.2 REVIEW OF LITERATURE
Brand image and brand knowledge are direct influences of current purchase behavior. Brand
knowledge does not affect future purchase behavior directly. Branding is very important in
affecting consumer behavior and has a great impact on consumer buying behavior. Brand trust
has a significant effect on consumer commitment. It has been revealed by (Ballester et al.
1999).Overall satisfaction is an antecedent effect of brand trust. Another major finding in the
study is that among main determinants, it is found that a positive and significant effect of overall
satisfaction upon brand trust.
In addition, the research findings of (Esch, et al. 2006) is that brand awareness affects brand
image and that both aspect of brand knowledge are direct determinants of current consumer
purchase behaviour and to the contrary brand knowledge does not affect future intended
purchase directly.
Reference groups plays an important role in choosing the branded products. Gender is not so
much important variable and it does not affect the consumer behaviour to that extent at which
other variables do. There is positive correlation among branding and consumer buying behavior.
So, it is concluded by (Sarwar et al. 2014) that branding is very important nowadays in effecting
consumer behaviour.
In addition to this (Koca et al. 2016) have concluded that when purchasing clothing women are
more influenced by fashion while men are more influenced by branding and are more affected by
cultural values, family and close circle. Women appreciate satisfaction and comfort followed by
function than men. More men than women espouse the opinion that fashion clothing makes a
person stand out.
While, according to (Azevedo et al. 2008) there is a significant difference on the consumer
buying behavior according to gender. Both men and women mostly prefer clothing that may
highlight their physical attributes. Women appreciate first of all satisfaction and comfort,
followed by function, while men prefer comfort, followed by satisfaction and finally, quality.
According to (Prasad, 2013) it has been concluded in his study that customers gave high priority
for availability of latest designs and options, convenience of pick and choice and gave low
priority for advertisement and trust.
It has also observed by (Malik, et al. 2013) that brand image has strong positive impac on
consumer buying behaviour and it’s an implied device that can change people’s buying
behaviours positively. Advertisement also has positive impact on consumer buying behaviour.
According to the study by (Oliveria, 2015) it has been observed that a sequence has been created
in customer’s minds when there was an association with brand and celebrities.

8
 CHAPTER 3
METHODOLOGY

3.1RESEARCH METHODOLOGY
This section begins with the practical utility of this study and then goes to list out the
objectives/outcomes we desire from the study. This is then followed by the development of
hypothesis (which is based on the exhaustive literature review that was done and presented in the
previous chapter). Finally, a detailed research methodology is described from identification of
measurement variables for the scale, development of the scale, testing for contend validity, the
process for selection of brand to be used in the study, sampling frame and plan, collection of
data, checking reliability of the scale and initial cluster analysis. Then the modifications were
made in the questionnaire.
A total of 117 respondents who are customers of Tommy Hilfiger participated in the study
including both males and females. Because of missing data, few questionnaires had to be
excluded for further analysis. The focus of the study was on consumer buying behavior,
repurchasing intention and brand loyalty towards Tommy Hilfiger. The pre-test was conducted
and corrections were made accordingly. In this investigation, participants received a paper and
pencil questionnaire and we also chose to send the questionnaire by email to all the mailing list
contacts living in the southern part of the country that contained relevant scales. In an
introductory part, participants were informed about the nature of the study. At the end of the
questionnaire, demographic information was collected. The subjects participating in the study
were customers of Tommy Hilfiger ranging from 18 to 35 years because this is the period of time
during which the adults use the brand extensively.
The most frequently used factors of purchase have been a multi-variable type scale that describes
the factors affecting during purchase of various products in Tommy Hilfiger. Most specifically,
the factorof purchase consists of six variables that represent some characteristics of the brand
related to its products. Therefore, the scale is a five-point Likert scale ranging from “most
important” to “not important”. The six variables on the scale were
a. Price
b. Design
c. Quality
d. Variety
e. Brand Image
f. Customer Service

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3.2 OBJECTIVES
Following are the research objective for the study:
1. To segmentthe customers of Tommy Hilfiger.
2. To analyze the behavior of an age group of people (age group: 18 to 35 years) towards
Tommy Hilfiger as a brand.
3. To analyze the factors which influence the consumers in purchasing and loyalty towards
the brand.

3.3 RESEARCH DESIGN

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3.4 POPULATION AND SAMPLE
Population
Consumers of Tommy Hilfiger of South India.
Data Collection
Primary data is collected by survey method.
Research Instrument
A structured questionnaire is used.
Sampling Method
A sample of 117 respondents is targeted.
Data Analysis
Using SPSS software,bi-variate and multi-variate tests were performed for data analysis.

In this paper, we refer to customer repurchase intention and brand loyalty as an effective or
emotional one because, it is a state where the individual has a desire to maintain the relationship
and go on buying the same brand. It is a generalized sense of positive regard for, and attachment
to the brand.

3.5 HYPOTHESIS
There is a significant correlation between factors of purchase (price, design, quality, variety,
brand image, customer service) and post purchase behavior. (customer satisfaction)

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 CHAPTER 4
DATA ANALYSIS

4.1 DATA ANALYSIS

Following is the result of analysis of data collected through primary data collection.

FREQUENCY OF SHOPPING
FREQUENT SHOPPING OCCASIONAL SHOPPING INFREQUENT SHOPPING

24% 22%

54%

Figure 1: 4.1.1 FREQUENCY OF SHOPPING

Majority of the respondents (54%) are occasional shoppers. 22% of the respondents prefer
shopping frequently and the remaining 24% of the respondents prefer shopping frequently.

12
 PREFERENCE TO PURCHASE FASHION PRODUCTS
Occassions Seasonal offers Special day offers Any point of time

17%

47%

22%

14%

Figure 2: 4.1.2 PREFERENCE TO PURCHASE FASHION PRODUCTS

Majority of the respondents (47%) prefer shopping fashion products at any point of time. About
22% of the customers shop fashion products during seasonal offers. 17% of the customers prefer
shopping fashion products during occasions. And remaining 14% shop during special day offers.

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 TYPE OF TOMMY HILFIGER CUSTOMERS
SEASONAL CUSTOMER REGULAR CUSTOMER

10%

90%

Figure 3: 4.1.3 TYPE OF TOMMY HILFIGER CUSTOMERS

Majority of the respondents (90%) are seasonal customers to Tommy Hilfiger. Only 10% of the
respondents are regular customers to Tommy Hilfiger.

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 TIME DURATION OF SHOPPING WITH TOMMY
HILFIGER
0-6 MONTHS 6 MONTHS -1 YEAR 1 YEAR -2 YEARS MORE THAN 2 YEARS

35%

48%

3%

14%

Figure 4:4.1.4 TIME DURATION OF SHOPPING WITH TOMMY HILFIGER

Majority of the respondents (48%) are consumers of Tommy Hilfiger in the past 6 months and
35% of the respondents have been a consumer of Tommy Hilfiger for more than 2 years.14 % of
the respondents have been shopping with Tommy Hilfiger form 6 months to 1 year. The rest of
the respondents (3%) are shopping with Tommy Hilfiger from 1 to 2 years.

15
 SOURCE OF INFORMATION ABOUT TOMMY HILFIGER
SOCIAL AND PRINT MEDIA REFERENCE GROUPS TELEVISION COMMERCIALS OTHERS

41%
44%

2%
13%

Figure 5: 4.1.5 THE SOURCE OF INFORMATION ABOUT TOMMY HILFIGER

44% of the respondents got to know about Tommy Hilfiger via other resources. 41% of the
respondents came across Tommy Hilfiger via social and print media. 13% of the respondents
came across Tommy Hilfiger via television and only 2% of the respondents were aware of
Tommy Hilfiger through reference groups.

16
 PRODUCT PREFERENCE IN TOMMY HILFIGER
APPAREL FOOTWEAR WATCH ALL OF THE ABOVE

41%
44%

2%
13%

Figure 6: 4.1.6 PRODUCT PREFERENCE IN TOMMY HILFIGER

44% of the respondents prefer apparels as their product preferences in Tommy Hilfiger. 41% of
the respondents prefer all the products in Tommy Hilfiger. 13% of the respondents prefer watch
to other products and only 2% of the respondents prefer footwear as their product preferences in
Tommy Hilfiger.

17
 FACTORS AFFECTING PURCHASE IN TOMMY
HILFIGER
MOST IMPORTANT IMPORTANT NEUTRAL LESS IMPORTANT NOT IMPORTANT

90

75
68
57
48 51 46
37 39
34 35
25 28
23
17 14
5 2 0 0 2 0 3 1
0 1 0 0 1 0

PRICE DESIGN QUALITY VARIETY BRAND IMAGE CUSTOMER

SERVICE

Figure 7: 4.1.7 FACTORS AFFECTING PURCHASE IN TOMMY HILFIGER

Most of the respondents (77%) prefer quality to be the most important factor in affecting the
purchase in Tommy Hilfiger products. 64% of the respondents prefer design and 58% of the
respondents prefer variety as most important affecting the purchase in Tommy Hilfiger products.
41% of the respondents prefer price as the most important factor that affects purchase in Tommy
Hilfiger. Only39% customers prefer customer service and 30% of the respondents prefer
branding as the most important factor that affects purchase in Tommy Hilfiger.

18
 TOMMY HILFIGER'S CUSTOMERS POST
PURCHASE BEHAVIOR
EXTREMELY LIKELY LIKELY NEUTRAL UNLIKELY EXTREMELY UNLIKELY
67

57
56

47
39

37

36
34

28
22

14
11

4
1
0
0

0
0

0
I AM HAPPY WITH THE I WILL RECOMMEND I PREFER TOMMY I WOULD LIKE TO
EXPERIENCE OF TOMMY TOMMY HILFIGER TO HILFIGER OVER OTHER REPURCHASE
HILFIGER MY FAILY AND FRIENDS BRANDS PRODUCTS FROM
TOMMY HILFIGER

Figure 8: 4.1.8 TOMMY HILFIGER'S CUSTOMERS POST PURCHASE BEHAVIOR

Most of the respondents are happy with the experience with Tommy Hilfiger but only few
respondents would like to repurchase products from Tommy Hilfiger and very few prefer tommy
Hilfiger over other brands.

19
 INFLUENCE OF CELEBRITY ENDORSEMENT ON TOMMY
HILFIGER'S CUSTOMER
YES NO

28%

72%

Figure 9: 4.1.9 INFLUENCE OF CELEBRITY ENDORSEMENT ON TOMMY HILFIGER’S CUSTOMER

Majority of the respondents (72%) are not influenced by celebrity endorsement of Tommy
Hilfiger. Remaining 28% of the respondents are influenced by the celebrity endorsement of
Tommy Hilfiger.

20
 EMPLOYMENT STATUS
STUDENT WORKING NOT EMPLOYED

11%

41%

48%

Figure 10: 4.1.10 EMPLOYMENT STATUS

48% of the total respondents are working. 41% of the respondents are students and the rest 11%
of the respondents are not employed.

21
 ANNUAL INCOME
UPTO 1 LAKH 1-2 LAKH 2-5 LAKH MORE THAN 5 LAKH

24%
28%

12%

36%

Figure 11: 4.1.11 ANNUAL INCOME

36% of the respondents belong to income category of 2 to 5 lakh per annum. 28% of the
respondents belong to the income category of up-to 1 lakh per annum. 24% of the respondents
belong to the income category of more than 5 lakh per annum. Only 12% of the respondents
belong to the income category of 1 to 2 lakh per annum.

22
 AGE GROUP
18-25 26-30 31-35

11%

29%

60%

Figure 12: 4.1.12 AGE GROUP

Majority of the respondents (60%) belong to the age group of 18 to 25. 29% of the respondents
belong to the age group26 to 30. Rest 11% of the respondents belong to the age group of 31 to
35.

23
 GENDER
FEMALE MALE

39%

61%

Figure 13: 4.1.13 GENDER

Most of the respondents (61%) are female and the rest 39% are male.

24
4.2SPSS DATA ANALYSIS

Table 1: 4.2.1 FACTOR ANALYSIS

ROTATED COMPONENT MATRIX

Component

Price
Product Sales
Characteristics Components Component

Factors affecting purchase - price 0.95

Factors affecting purchase - design 0.68

Factors affecting purchase - quality 0.75

Factors affecting purchase - variety 0.81

Factors affecting purchase - brand image 0.80

Factors affecting purchase - customer service 0.81

In Factor Analysis, the factors are divided into 3 components namely product characteristics,
sales components and price component. In product characteristics customers concentrate more on
design, quality and variety, whereas in sales components, brand image and customer service is
given more importance. Finally, price stands out separately from the rest of the factors in
determining customers purchase pattern and repurchase intention.

25
Table 2: 4.2.2 CORRELATION ANALYSIS

Correlations
Factors Factors Factors Factors Factors Factors
affecting affecting affecting affecting affecting affecting
purchas purchas purchas purchas purchas purchas
e price e design e quality e variety e brand e
image custome
r service

CS Pearson Correlation 0.06 0.22 0.24 0.21 0.16 0.15

Sig. (2-tailed) 0.52 0.019 0.01 0.02 0.08 0.11
N 115 115 115 115 115 115

From correlation analysis, we can conclude that design, quality and variety have the highest
correlation with customer satisfaction when compared to other three factors such as brand image,
customer service and price. Of the other three factors, price has the least correlation value.
Thus, there is a significant correlation between factors of purchase (design, quality and variety)
and customer satisfaction.

26
CLUSTER ANALYSIS
Table 3: 4.2.3 FINAL CLUSTER CENTERS

Clusters

1 2 3 4 5

Factors affecting
purchase -
variety
0.8 1.3 0.8 1.3 0.9

Factors affecting
purchase -
customer service
1.0 0.8 1.2 1.2 0.9

Factors affecting
purchase - brand
image
0.6 1.0 1.2 1.2 1.0

Factors affecting
purchase - price
0.2 0.9 1.0 1.0 1.0

Factors affecting
purchase -
quality 0.9 1.1 1.0 1.1 0.9

Factors affecting
purchase -
design 1.1 1.0 0.9 1.0 0.9

In cluster 1, the factor affecting the purchase of fashion products in Tommy Hilfiger is design. In
cluster 2, factors affecting the purchase of fashion products in Tommy Hilfiger are customer
service and quality. In cluster 3, factors affecting the purchase of fashion products in Tommy
Hilfiger are brand image and price. In cluster 4, factors affecting the purchase of fashion
products in Tommy Hilfiger are customer service, brand image, price and quality. And finally, in
cluster 5, all the factors i.e. customer service, brand image, price, quality and design affects the
purchase of the fashion products in Tommy Hilfiger equally.

27
Table 4: 4.2.4 SEGMENTATION BASED ON DEMOGRAPHIC FACTORS

Demographic Factors

Cluster Gender Age Income(Lakhs) Employement Status

Male 50% 18-25 3 upto 1 6.9% Student 66.7%

Female 50% 26-30 1 1-2 0.0% working 16.7%

1
Transgender 0% 31-35 1 2-5 2.7% not employee 16.7%

more than 5 4.2%

Male 77.8% 18-25 18 upto 1 20.7% Student 51.9%

Female 22.2% 26-30 5 1-2 16.7% working 37.0%

2
Transgender 0.00% 31-35 4 2-5 24.3% not employee 11.1%

more than 5 20.8%

Male 72.7% 18-25 13 upto 1 20.7% Student 22.7%

Female 27.3% 26-30 7 1-2 33.3% working 68.2%

3
Transgender 0.0% 31-35 2 2-5 24.3% not employee 9.1%

more than 5 12.5%

Male 51.8% 18-25 32 upto 1 37.9% Student 41.1%

Female 48.2% 26-30 19 1-2 50.0% working 50.0%

4
Transgender 0.0% 31-35 5 2-5 45.9% not employee 8.9%

more than 5 58.3%

Male 33.3% 18-25 3 upto 1 13.8% Student 33.3%

Female 66.7% 26-30 2 1-2 0.0% working 33.3%

5
Transgender 0.0% 31-35 1 2-5 2.7% not employee 33.3%

more than 5 4.2%

28
Table 5: 4.2.5 SEGMENTATION BASED ON TYPES OF CONSUMERS

TYPES OF CONSUMERS
Frequency of shopping Preference Influence of brand ambassador Category of products
Frequent 16.7% 16.7% 16.7% 16.7%
Shopping Occassions yes Apparel
Occasional 16.7% Seasonal 0.0% 83.3% 0.0%
Shopping Offers no Footware
1 Infrequent 66.7% Special day 16.7% 33.3%
Shopping offers Watches
Any point of 66.7% 50.0%
time All the above
Frequent 22.2% 7.4% 29.6% 44.4%
Shopping Occassions yes Apparel
Occasional 55.6% Seasonal 11.1% 70.4% 3.7%
Shopping Offers no Footware
2 Infrequent 22.2% Special day 25.9% 7.4%
Shopping offers Watches
Any point of 55.6% 44.4%
time All the above
Frequent 18.2% 9.1% 18.2% 40.9%
Shopping Occassions yes Apparel
Occasional 54.5% Seasonal 31.8% 81.8% 4.5%
Shopping Offers no Footware
3 Infrequent 27.3% Special day 13.6% 22.7%
Shopping offers Watches
Any point of 45.5% 31.8%
time All the above
Frequent 21.4% 23.2% 30.9% 42.9%
Shopping Occassions yes Apparel
Occasional 62.5% Seasonal 26.8% 69.1% 0.0%
Shopping Offers no Footware
4 Infrequent 16.1% Special day 7.1% 8.9%
Shopping offers Watches
Any point of 42.9% 48.2%
time All the above
Frequent 50.0% 33.3% 33.3% 33.3%
Shopping Occassions yes Apparel
Occasional 0.0% Seasonal 16.7% 66.7% 0.0%
Shopping Offers no Footware
5 Infrequent 50.0% Special day 16.7% 16.7%
Shopping offers Watches
Any point of 33.3% 50.0%
time All the above

29
 Source of information Time of purchase Type of consumer
33.3% 33.3% 83.3%
Social & print media 0-6 months Seasonal
0.0% 16.7% 16.7%
Referance groups 6 months - 1 yr Regular
1 Television 0.0% 0.0%
commercials 1 - 2 yrs
66.7% More than 2 50.0%
Others yrs
40.7% 18.5% 92.6%
Social & print media 0-6 months Seasonal
7.4% 29.6% 7.4%
Referance groups 6 months - 1 yr Regular
2 Television 3.7% 11.1%
commercials 1 - 2 yrs
48.2% More than 2 40.7%
Others yrs
63.7% 36.4% 81.8%
Social & print media 0-6 months Seasonal
9.1% 9.1% 18.2%
Referance groups 6 months - 1 yr Regular
3 Television 0.0% 22.7%
commercials 1 - 2 yrs
18.2% More than 2 31.8%
Others yrs
44.7% 23.2% 91.1%
Social & print media 0-6 months Seasonal
19.6% 14.3% 8.9%
Referance groups 6 months - 1 yr Regular
4 Television 3.6% 19.6%
commercials 1 - 2 yrs
32.1% More than 2 42.9%
Others yrs
50% 16.7% 100.0%
Social & print media 0-6 months Seasonal
16.7% 16.7% 0.0%
Referance groups 6 months - 1 yr Regular
5 Television 16.6% 0.0%
commercials 1 - 2 yrs
16.7% More than 2 66.7%
Others yrs

30
Based on the consumer types, clusters have been segmented based on frequency of shopping. In
cluster 1, majority of customers shop infrequently. In Cluster 2, 3 and 4 majority of customers
prefer shopping occasionally. Finally, in Cluster 5 50% of customers shop frequently and the
other 50% of customers shop infrequently.
In Cluster 1, 2, 3, and 4 majority of customers will prefer shopping at any point of time. Whereas
in cluster 5, majority of customers prefer shopping occasionally and at any point of time.
In all the clusters, majority of the customers have no influence of brand ambassadors on purchase
behavior.
In Cluster 1, 4, and 5, majority of the customers prefer buying all of the products. Whereas in
cluster 2, majority of the customers are divided into two groups, half of them preferring apparel
and the others preferring all the products. Finally in cluster 3, majority of customers prefer
buying apparels over other products.
In cluster 3,4 and 5, majority of the customers get the source of information about the brand from
the social and print media. Whereas cluster 1 and 2 majority of the customers get the source of
information about the brand from other sources.
In Cluster 1, 2, 4 and 5, majority of the customers have been shopping in Tommy Hilfiger for
more than 2 years. Whereas in cluster 3, majority of the customers have been shopping in
Tommy Hilfiger for 6 months and the other majority of the customers have been shopping for 2
years.
In all the clusters, we can observe that the customers of Tommy Hilfiger have continued to be
seasonal buyers.

31
 CHAPTER 5

RESULTS

In Factor Analysis, the factors are divided into 3 components namely product characteristics,
sales components and price component. In product characteristics customers concentrate more on
design, quality and variety, whereas in sales components, brand image and customer service is
given more importance. Finally, price stands out separately from the rest of the factors in
determining customers purchase pattern and repurchase intention.
From correlation analysis, we can conclude that design, quality and variety have the highest
correlation with customer satisfaction when compared to other three factors such as brand image,
customer service and price. Of the other three factors, price has the least correlation value.
The results obtained from our research are: In cluster 1, the factor affecting the purchase of
fashion products in Tommy Hilfiger is design. In cluster 2, factors affecting the purchase of
fashion products in Tommy Hilfiger are customer service and quality. In cluster 3, factors
affecting the purchase of fashion products in Tommy Hilfiger are brand image and price. In
cluster 4, factors affecting the purchase of fashion products in Tommy Hilfiger are customer
service, brandimage, price and quality. And finally, in cluster 5, all the factors i.e. customer
service, brand image, price, quality and design affects the purchase of the fashion products in
Tommy Hilfiger equally.
Thus 50% of male and 50% of female belonging to cluster 1 consider design to be the major
factor while purchasing fashion products in Tommy Hilfiger. Similarly, in cluster 2, 78% of
female and 22% of male have liking for customer service and quality. In cluster 3, 73% of
female and 27% of male consider brand image and price as their main priority for purchasing
Tommy Hilfiger products. Cluster 4 includes 52% of female and 48% of male whose purchase
gets affected due to customer service, brand image, price and quality.Finally, in cluster 5 33% of
female and 67% of male consider all the factors to be affecting their purchase.
Thus, by using cluster analysis customers can be segmented based on other factors such as age
group, annual income and employment status. This gives Tommy Hilfiger an idea to categorize
their customer base and focus on one cluster or more to promote their brand.

32
 CHAPTER 6
CONCLUSIONS AND RECOMMENDATIONS

6.1 CONCLUSIONS
Most of the Tommy Hilfiger consumers give highest importance to quality, thus the least
deviation in the standard deviation value. Other factors such as price, customer service, design
and variety are closer to the standard deviation value. This indicates that most of the
customershave varied interests in selecting the factors based on their buying intentions.

6.2 RECOMMENDATION
Taking all the clusters into considerations, Tommy Hilfiger can now improve on the ways in
which customers intend to purchase from the brand. This provides a method of analysis and
helps Tommy Hilfiger improve sales, promote brand loyalty, customer satisfactions, and
ultimately leading to brand loyalty and improve repurchase intentions.

33
 BIBLIOGRAPHY

1. Azevedo,S; Pereira,M; Ferreira,J; Pedroso,V;(2008), Consumer Buying Behavior in

Fashion Retailing: Empirical Evidences, Munich Personal RePEc Archive, pp 407-
411
2. Ballester,E; Aleman,J;(1999), Brand Trust in the Context of Consumer Loyalty,
European Journal of Marketing, pp 1238-1258

3. Esch,F; Langner,T; Schmitt,B; Geus,P;(2006), Are Brands Forever? How Brand

Knowledge and Relationships Affect Current and Future Purchases, Journal of
Product and Brand Management, vol 15, pp98-105

4. Koca,E; Koc,F;(2016),A Study of Clothing Purchasing Behavior by Gender with

Respect to Fashion and Brand Awareness, European Scientific Journal, vol 12, pp
234-248

5. Malik,M; Ghafoor,M; Iqbal,H; Ali,Q; Hunbal,H; Noman,M; Ahmad,B;(2013),

Impact of Brand Image and Advertisement on Consumer Buying behavior, World
Applied Sciences Journal, pp 117-122

6. Oliveria,R;(2015), Consumer Behavior Towards Clothing Brand, Universidade Nova

de Lisboa, Nova Information Management School

7. Prasad,G; (2013), Factors Influencing Buying Behavior of a Selected Apparel

Retailer’s Customers, Annual Research Journal of Symbiosis Center of Management
Studies, vol 1, pp 42-55

8. Sarwar,F; Aftab,M; Iqbal,M;(2014), The Impact of Branding on Consumer Buying

Behavior, International journal of technology and research, pp 54-64

9. Woodside,A;Wilson,E; (2016), Effects of Consumer Awareness of Brand Advertising

on Preference, Journal of Advertising Research, pp 41 to 48

34
 APPENDIX-1

1. How often do you go for shopping in general?

a. Frequent shopping (at least once a week)
b. Occasional shopping (once a month)
c. Infrequent shopping (once a year)

2. When do you prefer the most to buy fashion products?

a. Occasions
b. Seasonal Offers
c. Special day offers
d. Any point of time

3. What kind of consumer are you for Tommy Hilfiger?

a. Seasonal consumer
b. Regular consumer

4. How long have you been a consumer of Tommy Hilfiger?

a. 0-6 months
b. 6months-1 year
c. 1-2 years
d. More than 2 years

i
5. What is the source of information about Tommy Hilfiger brand?
a. Social Media and print media
b. Reference groups
c. Television Commercials
d. Others

6. Which category of products do you prefer to buy from Tommy Hilfiger?

a. Apparel
b. Footwear
c. Watches
d. All of the above

7. While purchasing Tommy Hilfiger products, which of the following is important?

Most Important Neutral Less Not

Important Important important
a. Price
b. Design
c. Quality
d. Variety
e. Brand image
f. Customer service

ii
8. How satisfied are you with your experience with Tommy Hilfiger?

Extremely Likely Neutral Unlikely Extremely

Likely unlikely
I am happy with the experience of
Tommy Hilfiger
I will recommend Tommy Hilfiger to
my family and friends
I prefer Tommy Hilfiger over other
brands
I would like to repurchase products
from Tommy Hilfiger

9. Does Gigi Hadid being the brand ambassador of Tommy Hilfiger impact your purchasing?
a. Yes
b. No

10. What is your employment status?

a. Student
b. Working
c. Not employed

11. What is your annual income?

a. Upto 1 Lakh
b. 1 – 2 Lakh
c. 2-5 Lakh
d. More than 5 Lakh

iii
12. Which age group do you belong to?
a. 18-25
b. 26-30
c. 31-35

13. Gender
a. Female
b. Male
c. Transgender

iv
 APPENDIX-2

N Mean std. Deviation

Factors affecting purchase customer service 117 4.08 0.902
Factors affecting purchase variety 117 4.44 0.763
Factors affecting purchase price 117 4.24 0.762
Factors affecting purchase brand image 117 4.07 0.751
Factors affecting purchase design 117 4.6 0.573

Clusters VRC-Variety VRC-brand image VRC-Customer service Pooled VRC Omega

2 0.568801522 51.77851925 203.1896449 255.5369657
3 61.87122468 25.12582382 109.4253394 196.4223879 -0.70881666
4 35.34115987 30.44978365 70.8080499 136.5989934 67.73150158
-
51.68325969 28.67978167 64.14405919
5 144.5071006 28.43095939
6 45.62834008 18.63758606 59.71832216 123.9842483 27.72687368
7 40.97518621 42.67378324 47.53930027 131.1882697 37.96170713
-
44.52621263 25.02971975 106.7980659
8 176.3539983 81.48455469
9 56.95795639 23.91112182 59.16609389 140.0351721

Cluster Number of Case

Valid Cumulative
Frequency Percent Percent Percent
Valid 1 6 5.1 5.1 5.1
2 27 23.1 23.1 28.2
3 22 18.8 18.8 47.0
4 56 47.9 47.9 94.9
5 6 5.1 5.1 100.0
Total 117 100.0 100.0

v
 ANOVA
Sum of Mean
Squares df Square F Sig.
Q7a Between 1.869 4 .467 .800 .528
Groups
Within 65.430 112 .584
Groups
Total 67.299 116
Q7b Between 3.629 4 .907 2.946 .023
Groups
Within 34.491 112 .308
Groups
Total 38.120 116
Q7c Between 8.942 4 2.236 14.842 .000
Groups
Within 16.870 112 .151
Groups
Total 25.812 116
Q7d Between 40.790 4 10.198 51.683 .000
Groups
Within 22.099 112 .197
Groups
Total 62.889 116
Q7e Between 33.119 4 8.280 28.680 .000
Groups
Within 32.334 112 .289
Groups
Total 65.453 116
Q7f Between 65.650 4 16.413 64.144 .000
Groups
Within 28.657 112 .256
Groups
Total 94.308 116

vi