SPG 1 Assignment 1: Harika Choudhary Salman Ahmad Swati Raval Vidhi Parikh Zeba Fatima

SPG 1 ASSIGNMENT 1
Submitted by
Harika Choudhary
Salman Ahmad
Swati Raval
Vidhi Parikh
Zeba Fatima
Under the supervision of

Dr. Harleen Sahni
Department of Fashion Management Studies

NIFT Gandhinagar
October 2020
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INDEX
SR.NO CONTENTS PAGE NO
1 Introduction 3-4
1.1 India’s furniture industry
2 Literature review
2.1 Post Covid buying behavior 4-8
2.2The big five personalities 9-10
2.3 OCEAN 10-17
2,4 Concept and theme 17-18
2.5 Home décor and self-concept 18-19
2.6 Themes and personality traits 19-26
3 Objectives 26
4 Methodology 26
5 Analysis
5.1 Demographic Factors 27-29
5.2 Descriptive statistics 29-46
5.3 Hypothesis Testing 46-51
5.4 Factor Analysis 51-58
5.5 Multidimensional Scaling 58-62
5.6 Multinomial Logistic Regression 62-87
6 Conclusion 86-87
7 References 88-89
8. Annexure 91-99
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1. INTRODUCTION
1.1 INDIA’S FURNITURE INDUSTRY
The market is expected to expand at a CAGR of 12.91% during the forecast period of 2016-
2023. India furniture market growth is driven by various attributes such as rising trend for
modular and state of the art furniture among the population living in urban cities, growing
urbanization in Indian states, rising demand for durable and hybrid seating furniture.
Moreover, the rising growth of wood industry in India further compensates the price of
furniture. On the back of these factors the furniture industry is expected to propel in India.
Further, the rising trend of online and mobile shopping in India is envisioned to bolster the
demand for furniture through online channels.
Various furniture companies such as Pepperfry, Urban ladder and others are creating huge
demand from these online channels. Apart from this, the demand for low cost plastic
furniture is also increasing in commercial sector. The ease of business doing policies in India
gives rise to new businesses across the country. In addition, these increasing numbers of
small and medium businesses further boost the demand for low cost plastic furniture
products. This factor is believed to foster the growth of India furniture market over the
forecast period.
Rapid urbanization in India and growing demand for modular and compact furniture is
expected to positively impact the growth of furniture market in the near future. Further,
growing urbanization in Indian states such as Gujarat, Maharashtra, Tamil Nadu and others is
supporting the culture of housing societies. Moreover, the corporate sector in India is
uplifting on the back of ease of doing business reforms introduced by the government. These
factors are believed to bolster the growth of India furniture market.
Further, growth of real estate sector in India is anticipated to boost the demand for modular
furniture in urban areas in India. Apart from this, rising investment in retail sector by various
national and international entities is anticipated to foster the growth of furniture market in
India. Moreover, technological advancements such as availability of high speed internet
networks such as 4G and spiked absorption of smart gadgets is boosting the e-retail sector in
India. These advancements further provide ease to the customers to buy furniture through
online channels. In addition, the rising number of smartphone users across the country and
online shopping is encouraging the furniture industry players to introduce their products
through online channels. The players such as Pepperfry, Urban ladder and others are
generating significant revenue through online platforms.
Apart from this, 100 percent FDI policy for townships and settlements development project is
attracting more foreign investors in the real estate sector which increase the quality of
residential apartments. Further, rising demand for high-end and western style furniture is
envisioned to bolster the growth of India furniture market by the end of 2024.
However, the low cost furniture product offerings by unorganized players further decrease
the revenues of major market players in India. Further, the unorganized players sell their
product through local shops which decreases the cost of branded furniture. The high cost of
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quality and durable furniture in India is the major restraint for furniture industry. The high
cost of wood and leather further increase the cost of overall furniture product.
Home furnishings eCommerce is the 6th fastest growing online market. While traditional
home furnishings retailers feel the competitive threat of pure-play eCommerce, opportunity is
within their grasp supported by an established physical presence. Yet, many furniture
retailers are dragging their feet. The eCommerce market for home furnishings is ripe with
opportunity. The game is not over. It is accelerating. According to HFB, online furniture
sales are estimated at $23B; around 20% of total industry revenue. Consider the possibilities.
If you asked anyone ten years ago if bed-in-a-box would be mainstream, it would have been
hard to imagine. The next wave of reality is coming as consumers are more apt to place
orders online, backed by convenient return policies that, in reality, have limited use. “Only
5% of online buyers returned an online furniture purchase in the past year
2. LITERATURE REVIEW
2.1 POST-COVID BUYING BEHAVIOUR
The COVID-19 pandemic has greatly impacted every aspect of human life. The current
situation has forced people to change their life as well as work routine. The global scenario,
due to this pandemic has changed drastically changed, and is expected to have after effects as
well. As we isolate in our homes, we have become increasingly aware of how our interior
spaces affect our moods, our ability to work and our physical comfort.
Home décor and furniture industry's growth had traditionally been thought of as
unstoppable, as sales could come from a variety of sectors, namely - from traditional
channels or through the private and public sector, and commercial office spaces
among others. Covid has caused a major effect on global economy. Since, everything
is shifting to the digital platform, the home décor and furnishing industry has been
experiencing the shift too.
The current situation demands people to work from home and stay at home for the
maximum period of time. Apart from this, offices and work spaces also need new
setups in order to maintain social distancing. Specifically, office furniture, such as
desk, chairs, tables, etc. the concept of work from home is now globally prevalent in
most of the industries, and it is expected to continue so, as an after effect. Therefore,
people are now influenced to invest into furniture and home décor items, in order to
make their home look more presentable for tele communicating and create a working
environment. [ CITATION ETR20 \l 16393 ]
The pandemic has effected both the ends, consumer as well as the industry. The
furniture industry has also evolved, and has taken efforts to mould in order to cater to
the current needs and preferences of consumers.
Today’s quarantine culture has changed the interior décor practices everywhere. Some ways
in which home décor is expected to shape are-
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 There will be combined virtual and physical environments now ahead. Keeping in
mind the increased use of video conferencing making people more aware of how they
are perceived.
 There will be increase in “personal bubble” as in interiors will be cued apart creating
comfortable social barriers. Things (products) will be placed apart so that, people will
not have to crowd together to see something.
 Proper space planning, working or sitting area will be designed to allow groups to
separate from each other.
A recent report by the Retailers Association of India, says that the furniture industry is
experiencing winds of revival. Comparing industries like apparel retail, beauty or F&B which
are experiencing a de-growth upwards of 70 per cent, the de-growth in furniture retail has
been in the region of 40 per cent. The organised players (such as Ikea, Godrej Interior,
Pepperfry and Urban Ladder) see a huge growth potential. It was stated by the CEO of
Pepperfry, that they have been recovering and received 90-95 percent of their January sales
volume, which indicates the consumer’s inclination towards buying furniture, even in these
economically challenging times.
Consumer awareness
Consumers have shifted from splurging on non-essential goods and services to preserving
essentials and making them last longer. They are also reflecting on their consumption a lot
more than earlier. The survivalist mentality will give way to the growth mindset in a few
months. However, it is likely that even post the rebound, the per capita consumption will
show muted growth in the next three to five years as people learn to live within their means
and start valuing a less wasteful lifestyle. The COVID-19 global pandemic is having a
profound impact on the lives of consumers. Talking about the changing attitudes, behaviours
and habits of consumers worldwide, as they adapt to a new reality. Consumers have changed
in a way some are-
 One who adjusts- with changes in income and leisure time, many consumers are
facing new personal situations, which are influencing attitudes and behaviours.
 How and what to buy- Consumers are shopping more consciously and efficiently,
with a greater awareness of the environment, health and cost. The use of ecommerce
and omnichannel services has surged, and is likely to continue post-pandemic.
 Working and living- Consumers are finding creative ways to fill their time at home,
by engaging in new or renewed activities, such as cooking or DIY. Families are
welcoming the opportunity to spend time together, and employees are embracing
home working.
Consumers are mentally prepared to spend more time, and even their summer vacation at
homes, which has resulted in increased demand of deep seating for outdoor sofas, plush and
comfortable lounge chairs, better upholstery, to make the existing home environment better
and allow more people to fit in comfortably. Despite shutdown lifts, the research firm
projects a 4.4% growth for the category, ultimately helping the outdoor furniture segment to
reach a market size of $13.3 billion over the next several months. Big companies like Godrej
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Interio, is in the process of innovating products that would make work from home easier. The
innovations include couches and beds that would come with platforms enabling people to
place their laptops and other WFH accessories. [ CITATION Adi20 \l 16393 ]
Current trends in the furniture industry:

 Sustainable furniture- customers these days are looking for furniture that is eco-
friendly. A lot of attention is paid to the woods and materials used, the processes
involved, etc. furniture designers and high end retailers, have already sensed the
demand of sustainable furniture, and a lot of collections are launched, in order to cater
to this particular segment of customer, who are willing to pay an extra amount, that it
takes to create a sustainable yet stylish piece of furniture. Apart from this, customers
are also looking for durability in these pieces, the wood of these furniture must be
able to tolerate the changing weather conditions, like extreme heat, cold and specially
rain.
 Luxury furniture- people these days do not only buy furniture because they need it,
they buy it to satisfy their social needs, to show their belongingness to a particular
class. Customers want furniture and décor items that are upscale, unique, and
symbolic and something that speaks class and sophistication, they look for items that
resonate with their personality and standards. Due to which luxury furniture segment
has boomed. The increase in furniture designers, and the entry of luxury brands like
Gucci, Louis Vuitton and Hermes, clearly depicts the demand of high-end furniture
pieces.
 Functional and utilitarian furniture- customers now a days are extremely attracted by
furniture that serves more than one purpose. Earlier, a bed was only a bed, then came
beds with storages, now beds can be converted into sofas, and also have storage.
Functional furniture, offers value addition, and customers find it worth the money.
The main reasons for functional furniture’s demand is the modern home concepts, the
lack of space in house these days, and the money saved in buying separate furniture
pieces.
 Vintage and wooden furniture- there was a time when only wooden furniture was
available in the market, then came different materials. But the use of pure wood
furniture, is back in trend. Customers are in search of antique and classic wooden
furniture, made from teakwood, oak, pine, etc. the new age designers are creating
designs focusing on the use of such woods. Wooden furniture is generally more
durable than furniture made from any other material. This and the aesthetic elements
of wood has got people buying these pieces.
Price points
With the changing scenario the world economy has faced a drop and everyone all over the
world were at home for long period. All factories shut down, production house shut down,
and everything else just locked down for so long eventually causing a scarcity of resources in
terms of monetary and income basis. As a result, consumers are now price sensitive. With
stores being a risky option, and digital platforms being the only option, consumers are
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attracted to explore different websites and apps. Even though consumers would have their
past experiences of purchasing furniture online from a particular store, due to the testing
times, they are prone to look for more options, that would serve their purpose at better prices.
Consumers will now be more inclined to buy furniture and décor items from the online stores
that offer better discounts and offers, and most probably not stick to one brand. It will be
difficult for brands to compete in terms of price, and attract their targeted customers, in case
they fail to offer appealing prices.
The downfall in economy has also pushed consumers to experiment more and opt for local
brands. There has been a noticeable increase in the use of local products even in-home décor
and furnishing category. Consumers are now interested in giving chance to the local brands
in order to boost the economy as well as opt for cheaper and safer options.
Change in purchase behaviour due to pandemic
The pandemic has drastically changed the purchase behaviour of consumers. The
requirements and factors considered by consumers for purchasing furniture and home décor
items earlier were not as elaborate as they are now. Even though, stores have now opened in
a lot of cities, customers are not willing to visit stores, and it is expected that they would not
do so for a longer period of time.
In these times customers are very cautious about sanitisation and cleanliness. Customers are
now preferring furniture and home décor items that can be sanitised and cleaned easily at
home. They are also looking for furniture that is sustainable and generally unharmful for
them and their family. Eco friendly and sanitised raw materials are highly in demand right
now. Majority of the customers were not concerned earlier about the process of
manufacturing these items, but with the fear of virus around, customers require more
information in order to be satisfied enough to make the purchase. The pandemic has made
consumers more aware and educated towards the harmful materials used in furniture.
Safe and contact less delivery is another factor that consumers take into consideration now.
Customers do not prefer buying from stores that do not guarantee a contact less delivery
since the virus stays on surfaces for a longer period of time. furniture needs assembling, due
to which contact less delivery is a matter of concern. In order to overcome this, customers
have shifted to buying furniture that is easy to assemble, and does not require an external
professional help. Furniture that can be moved and assembled or disassembled easily is in
high demand currently, and is expected to grow further.
On the other hand the, the furniture industry is also evolving to make virtual shopping a
better experience for customers. virtual aspects are increased as some big companies are
providing one to one chat that is an immersive, personalized experience in which customers
and employees share photos and engage in videoconferences to design whole rooms, which
sometimes leads to presentations of three-dimensional renderings. The mood boards have
inspirational images as well as specific product images that offer a color palette and guidance
on how pieces can be mixed and matched within a room
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The high level of service, delivered almost instantaneously, is unlikely to disappear when the
coronavirus is eventually brought under control. And this experience, right now, consumers
are getting, is going to permanently shift the way consumers buy online. The idea is that
online introductions may eventually become long-term relationships. [ CITATION Reg20 \l
16393 ]
Preference for retail interface

Despite phased reopening, consumers remain uncomfortable about visiting public places.
Consumers are embracing conscious consumerism and it’s a mindset that is likely to
continue. As the changing times, the shopping modes are also shifting to digital media with a
sudden boom. People are now preferring to buying all the stuff online, therefore causing a
decline in the market for unorganised sector of industry like carpenters, etc. Although
furniture retailers were already experimenting with tools for virtual design consultations. The
pandemic just created an increased sense of urgency. In the coming times there will be an
upsurge in effective use of visual merchandising in retail industry.
The times now is in complete support of dramatic use of technology. The use of artificial
intelligence in retail giving it a personalised interface. AI & Data is enabling retailers to
provide deep personalization on both online and offline by understanding customer
expectations and curating a special requirement list of home décor and furnishing
products/services based on customer preferences. [ CITATION Aji20 \l 16393 ]
The revolution in the supply chain by introducing supply chain 4.0 in home décor industry.
Big data, cloud computing, Internet of things (IoT) and blockchain are building a resilient
supply chain management system for the future in retail industry of home décor by enhancing
the accuracy of data and encouraging data sharing which help in giving a complete package
for the retail interface to consumers.
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2.2 THE BIG FIVE PERSONALITIES
According to the researchers at the Personality Project, personality is “the coherent pattern of
affect, cognition, and desires (goals) as they lead to behaviour” (Revelle, 2013). Meanwhile,
the American Psychological Association (APA) defines personality as “individual differences
in characteristic patterns of thinking, feeling, and behaving” (2017)
With personality consisting of various dimensions, it is important to be able to conceptualise
it to have a better understanding of it. The Big Five model does the same.
Humans differ from one another in various aspect, personality is one of the most important
ones. The history of personality can be divided in 7 phases.
- Ancient Greece: The ancient Greek physician Hippocrates came up with the theory,
that there are two binaries that define the temperament i.e. hot vs. cold, moist vs. dry.
Thus there were four possible temperaments (hot/moist, hot/dry, cold/moist, cold/dry)
- there were referred to as humors. Later, Plato suggested 4 personality types i.e.
artistic (iconic), sensible (pistic), intuitive (noetic), and reasoning (dianoetic). Further,
Aristotle suggested a possible connection between physical body and personality.
- Phrenology and Phineas Gage: Neuroanatomist Franz Gall theorised the connection
between physical parts of the brain, with opinion, attitude and behaviours. This theory
was confirmed my Phineas Gage’s accident. While his accident was horrible, it was a
miracle he survived. However, during the accident a rod pierces inside his cheeks
through his head. With a few physical abnormalities, he survived, but a lot of people
started witnessing a dramatic change in his behaviour, thus, validating the theory of
having connection between physical brain and personality traits.
- Sigmund Freud: He theorised that human mind consists of three parts, id, ego and
superego. Id focuses on survival on all costs. Ego acts as a bridge between id and
desires by providing the justification for the same. Superego regulates morality and
regulates behaviour.
- Carl Jung: He believed that individuals were in one of the two categories,
“Introverts”, “Extroverts”. He further categorise 4 psychological functions, Thinking,
Feeling, Sensation and Intuition. Depending on whether a person belongs to the
introvert or extrovert group, one or two of these functions is more dominant.
- Abraham Maslow and Carl Rogers: Maslow organised these traits in a hierarchy.
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Carl Rogers while agreed to most of Maslow’s theory, he disagreed that there is just
one way relationship between need fulfilment and personality.
Personality was thus, being seen as an amalgamation of various traits rather than just
one that would change from time to time in an individual.
- Multiple Personality Traits: Hans Eysenck said that there were two types of traits i.e.
extroversion and neuroticism. Depending on high or low of these traits, there 4
categories of personality. He further connected physical body and personality stating
that due to differences in our limbic notes, the hormones so realised are different in
different people. The ones who are highly stimulated (introverts) will seek out less
stimulation, the ones less stimulated (extroverts) would look for greater stimulation.
American psychologist Lewis Goldberg identifies 5 factors of personality:
o Extroversion
o Agreeableness
o Conscientiousness
o Neuroticism
o Openness to experience
This five-factor model caught the attention of two other renowned personality researchers,
Paul Costa and Robert McCrae, who confirmed the validity of this model. This model was
named the “Big Five” and launched thousands of explorations of personality within its
framework.
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2.3 OCEAN: The Five Factors
[ CITATION Cou20 \l 16393 ]
These 5 factors are not an exhaustive when it comes to explain personality as a whole but
they are called the “Big Five” because they consist of large number of personality traits or
factors that actually make up a personality. The five factors are as follows:
1. Openness to Experience:
Openness to experience has been described as the depth and complexity of an individual’s
mental life and experiences (John & Srivastava, 1999).
People with these traits usually think outside the box, are open to experimenting, and are
generally vulnerable.
An individual who is high in openness to experience is likely someone who has a love of
learning, enjoys the arts, engages in a creative career or hobby, and likes meeting new people
(Lebowitz, 2016a).
Common traits related to openness to experience include:
o Imagination;
o Insightfulness;
o Varied interests;
o Originality;
o Daringness;
o Preference for variety;
o Cleverness;
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o Creativity;
o Curiosity;
o Perceptiveness;
o Intellect;
o Complexity/depth.
2. Conscientiousness:
Conscientiousness is a trait that can be described as the tendency to control impulses and act
in socially acceptable ways, behaviours that facilitate goal-directed behaviour (John &
Srivastava, 1999). People high in conscientiousness are likely to be successful in school and
in their careers, to excel in leadership positions, and to doggedly pursue their goals with
determination and forethought (Lebowitz, 2016a).
Traits within the conscientiousness factor include:
o Persistence;
o Ambition;
o Thoroughness;
o Self-discipline;
o Consistency;
o Predictability;
o Control;
o Reliability;
o Resourcefulness;
o Hard work;
o Energy;
o Perseverance;
o Planning
3. Extroversion
This specific trait has two ends at the spectrum. One is extroversion and other is
introversion. This division is on the basis of what individual from their energy from.
Individuals who are outgoing and derive their energy from interacting with people usually
fall under the category of extroverts. On the other hand introverts usually feel drained
with such interactions. People high in extroversion tend to seek out opportunities for
social interaction, where they are often the “life of the party.” They are comfortable with
others, are gregarious, and are prone to action rather than contemplation (Lebowitz,
2016a).
The traits associated with extroversion are:
o Sociableness;
o Assertiveness;
o Merriness;
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o Outgoing nature;
o Energy;
o Talkativeness;
o Ability to be articulate;
o Fun-loving nature;
o Tendency for affection;
o Friendliness;
o Social confidence.
4. Agreeableness
This focuses towards the orientation one has towards other. How do individuals get
together with each other? How individuals interact with others is what determines this
factor. People high in agreeableness tend to be well-liked, respected, and sensitive to the
needs of others. They likely have few enemies and are affectionate to their friends and
loved ones, as well as sympathetic to the plights of strangers (Lebowitz, 2016a).
The following traits fall under the umbrella of agreeableness:
o Altruism;
o Trust;
o Modesty;
o Humbleness;
o Patience;
o Moderation;
o Tact;
o Politeness;
o Kindness;
o Loyalty
o Unselfishness;
o Helpfulness;
o Sensitivity;
o Amiability;
o Cheerfulness;
o Consideration
5. Neuroticism
This factor deals with emotional instability, moodiness as well as pessimism. Individuals
high in this trait tends to have anxiety, irritability and sadness. The ones low on this trait
tend to be more resilient and emotionally stable. Those high in neuroticism are generally
prone to anxiety, sadness, worry, and low self-esteem. They may be temperamental or
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easily angered, and they tend to be self-conscious and unsure of themselves (Lebowitz,
2016a).
These traits are commonly associated with neuroticism:
o Nervous
o Pessimism;
o Moodiness;
o Jealousy;
o Testiness;
o Fear;
o Nervousness;
o Anxiety;
o Timidness;
o Wariness;
o Self-criticism;
o Lack of confidence;
o Insecurity;
o Instability;
o Oversensitivity.
THE TRAIT NETWORK

Research has proven that these traits are somewhere or the other interconnected with each
other.
Openness to experience
This has been found to contribute to one’s likelihood of obtaining a leadership position, likely
due to the ability to entertain new ideas and think outside the box (Lebowitz, 2016a). Openness
is also connected to universalism values, which include promoting peace and tolerance and
seeing all people as equally deserving of justice and equality (Douglas, Bore, & Munro, 2016).
Further, research has linked openness to experience with broad intellectual skills and
knowledge, and it may increase with age (Schretlen, van der Hulst, Pearlson, & Gordon, 2010).
This indicates that openness to experience leads to gains in knowledge and skills, and it
naturally increases as a person ages and has more experiences to learn from.
Not only has openness been linked to knowledge and skills, but it was also found to correlate
positively with creativity, originality, and a tendency to explore their inner selves with a
therapist or psychiatrist, and to correlate negatively with conservative political attitudes (Soldz
& Vaillant, 1999).
Not only has openness been found to correlate with many traits, but it has also been found to
be extremely stable over time—one study explored trait stability over 45 years and found
participants’ openness to experience (along with extroversion and neuroticism) remained
relatively stable over that period (Soldz & Vaillant, 1999)
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Concerning the other Big Five factors, openness to experience is weakly related to neuroticism
and extroversion and is mostly unrelated to agreeableness and conscientiousness (Ones,
Viswesvaran, & Reiss, 1996).
Openness to experience is perhaps the trait that is least likely to change over time, and perhaps
most likely to help an individual grow. Those high in openness to experience should capitalize
on their advantage and explore the world, themselves, and their passions. These individuals
make strong and creative leaders and are most likely to come up with the next big innovation.
Conscientiousness
This factor has been linked to achievement, conformity, and seeking out security, as well as
being negatively correlated to placing a premium on stimulation and excitement (Roccas,
Sagiv, Schwartz, & Knafo, 2002). Those high in conscientiousness are also likely to value
order, duty, achievement, and self-discipline, and they consciously practice deliberation and
work toward increased competence (Roccas, Sagiv, Schwartz, & Knafo, 2002).
In light of these correlations, it’s not surprising that conscientiousness is also strongly related
to post-training learning (Woods, Patterson, Koczwara, & Sofat, 2016), effective job
performance (Barrick & Mount, 1991), and intrinsic and extrinsic career success (Judge,
Higgins, Thoresen, & Barrick, 1999).
The long-term study by Soldz and Vaillant (1999) found that conscientiousness was positively
correlated with adjustment to life’s challenges and mature defensive responses, indicating that
those high in conscientiousness are often well-prepared to tackle any obstacles that come their
way.
Conscientiousness is negatively correlated with depression, smoking, substance abuse, and
engagement in psychiatric treatment. The trait was also found to correlate somewhat
negatively with neuroticism and somewhat positively with agreeableness, but it had no
discernible relation to the other factors (Ones, Viswesvaran, & Reiss, 1996).
From these results, it’s clear that those gifted with high conscientiousness have a distinct
advantage over those who are not. Those with high conscientiousness should attempt to use
their strengths to the best of their abilities, including organization, planning, perseverance, and
tendency towards high achievement.
Extroversion
Those high in extroversion are likely to value achievement and stimulation, and unlikely to
value tradition or conformity (Roccas, Sagiv, Schwartz, & Knafo, 2002). Extroverts are often
assertive, active, and sociable, shunning self-denial in favor of excitement and pleasure.
Considering these findings, it follows that high extroversion is a strong predictor of leadership,
and contributes to the success of managers and salespeople as well as the success of all job
levels in training proficiency (Barrick & Mount, 1991). Over a lifetime, high extroversion
correlates positively with a high income, conservative political attitudes, early life adjustment
to challenges, and social relationships (Soldz & Vaillant, 1999).
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The same long-term study also found that extroversion was fairly stable across the years,
indicating that extroverts and introverts do not often shift into the opposite state (Soldz &
Vaillant, 1999).
Because of its ease of measurement and general stability over time, extroversion is an excellent
predictor of effective functioning and general well-being (Ozer & Benet-Martinez, 2006),
positive emotions (Verduyn & Brans, 2012), and overconfidence in task performance
(Schaefer, Williams, Goodie, & Campbell, 2004).
When analyzed in relation to the other Big Five factors, extroversion correlated weakly and
negatively with neuroticism and was somewhat positively related to openness to experience
(Ones, Viswesvaran, & Reiss, 1996).
Those who score high in extroversion are likely to make friends easily and enjoy interacting
with others, but they may want to pay extra attention to making well-thought-out decisions and
considering the needs and sensitivities of others.
Agreeableness:
Agreeable individuals tend to value benevolence, tradition, and conformity while avoiding
placing too much importance on power, achievement, or the pursuit of selfish pleasures
(Roccas, Sagiv, Schwartz, & Knafo, 2002).
Agreeableness may be motivated by the desire to fulfill social obligations or follow established
norms, or it may spring from a genuine concern for the welfare of others. Whatever the
motivation, it is rarely accompanied by cruelty, ruthlessness, or selfishness (Roccas, Sagiv,
Schwartz, & Knafo, 2002).
Those high in agreeableness are also more likely to have positive peer and family
relationships, model gratitude and forgiveness, attain desired jobs, live long lives, experience
relationship satisfaction, and volunteer in their communities (Ozer & Benet-Martinez, 2006).
Agreeableness affects many life outcomes because it influences any arena in which
interactions with others are important—and that includes almost everything. In the long-term,
high agreeableness is related to strong social support and healthy midlife adjustment but is
slightly negatively correlated to creativity (Soldz & Vaillant, 1999).
Those who are friendly and endearing to others may find themselves without the motivation to
achieve a traditional measure of success, and they might choose to focus on family and friends
instead.
Agreeableness correlates weakly with extroversion and is somewhat negatively related to
neuroticism and somewhat positively correlated to conscientiousness (Ones, Viswesvaran, &
Reiss, 1996).
Individuals high in agreeableness are likely to have many close friends and a good relationship
with family members, but there is a slight risk of consistently putting others before themselves
and missing out on opportunities for success, learning, and development. Those who are
friendly and agreeable to others can leverage their strengths by turning to their social support
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networks for help when needed and finding fulfilment in positive engagement with their
communities.
Neuroticism
Neuroticism has been found to correlate negatively with self-esteem and general self-efficacy,
as well as with an internal locus of control (feeling like one has control over his or her own
life) (Judge, Erez, Bono, & Thoresen, 2002). In fact, these four traits are so closely related that
they may fall under one umbrella construct.
In addition, neuroticism has been linked to poorer job performance and lower motivation,
including motivation related to goal-setting and self-efficacy (Judge & Ilies, 2002). It likely
comes as no surprise that instability and vulnerability to stress and anxiety do not support
one’s best work.
The anxiety and self-consciousness components of neuroticism are also positively linked to
more traditional values and are negatively correlated with achievement values. The hostility
and impulsiveness components of neuroticism relate positively to hedonism (or seeking
pleasure without regards to the long-term and a disregard for right and wrong) and negatively
relate to benevolence, tradition, and conformity (Roccas, Sagiv, Schwartz, & Knafo, 2002).
The 45-year-long study from researchers Soldz and Vaillant showed that neuroticism, over the
course of the study, was negatively correlated with smoking cessation and healthy adjustment
to life and correlated positively with drug usage, alcohol abuse, and mental health issues
(1999).
Neuroticism was found to correlate somewhat negatively with agreeableness and
conscientiousness, in addition to a weak, negative relationship with extroversion and openness
to experience (Ones, Viswevaran, & Reiss, 1996).
Overall, high neuroticism is related to added difficulties in life, including addiction, poor job
performance, and unhealthy adjustment to life’s changes. Scoring high on neuroticism is not an
immediate sentence to a miserable life, but those in this group would benefit from investing in
improvements to their self-confidence, building resources to draw on in times of difficulty, and
avoiding any substances with addictive properties.
2.4 CONCEPT AND THEME
The beginning of the design process starts with Concept, Theme & then style.
In general, Concept is an abstract idea, a set of design elements, or a story behind the formation
of the design. A Design Concept is a foundational idea that gives a design its depth, meaning &
directions. In interior designing, the concept is basically the solution to your site problems or
challenges. It can be realistic or abstract, it can be influenced by any art form, tradition, history
and contemporary surroundings. Any idea born with its own special way of being executed or
imagined. Ideas are somewhat tangible but there are also abstract concepts of nature, such as
philosophies or values.
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The theme is a subpart of the concept. A theme is a unifying or dominant thought or pattern that
passes around a given concept; more information on a thought. For any item like furniture, the
theme is the details and for any space, even a bed.
The concept for that specific space provides unity, context & narrative. It cannot be imposed or
forced because it emerges in the early design process or while developing the concept and it is
only realised with User Experience or end-user.
Buying furniture or even decorating a house, is considered to be an emotional process.
Consumers also treat the decision of buying furniture and decorating home as an important
decision, as it can serve as an expression of one’s own identity and personality. According to a
research, that studied relationship between furniture buying and self-concept, it was found out
that a large number of respondents agreed to the statements such as, the design of their furniture
is a reflection of their personality, a piece of furniture says a lot about a person’s personality,
they express themselves through the furniture they buy, the furniture they own matters to them,
these results provide evidence that furniture is significant in a consumers’ lives and that the
furniture buying process is highly involving
2.5 HOME DÉCOR AND SELF CONCEPT
A dwelling is not simply a place to just live. As Cooper (1974) pointed out, a dwelling has a
deep psychological meaning that goes beyond the purely instrumental function of providing
shelter and of being a place where domestic behaviour takes place. Numerous aspirations,
motivations and personal values associated with the resident’s lifestyle are satisfied in a
dwelling, or through it. (Zwarts & Coolen, 2006).
Residents organise their houses according to their needs and personal tastes. They adapt their
houses to themselves through decoration and personalisation. This allows them to imprint their
own personality on their dwellings, and the interior and its contents become a mirror of the self
(Cooper, 1995). Alternatively, as Werner, Altman, and Oxley (1985) stated, this idea reflects
links with the places when residents fill them with meaning. In this way, a physical space is
converted into a psychosocial space. In other words, the dwelling becomes a home through an
active process in which people transform their surroundings, creating links to the place they
have chosen in order to satisfy their needs and wishes (Tognoli, 1987; 2002). Decoration plays
an essential role in this process (Aragonés & Sukhwani 1994)
Since everyone holds a different personality, an apartment also has a personality of its own,
which is why it is very unlikely that there could be two identical apartments.
The home is conceived as an affirmation of identity through a common symbolic language and
as a vehicle to express identity through the manipulation of its outward appearance. These
authors empirically confirmed that residents of several homes leave their own imprint in the
living rooms in such a way so that some features of their identities could be read by strangers.
Every single element of the home, plays an important role, and signifies something about the
owner. The colours, the furniture, the décor, the lightings, even the arrangement of furniture.
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Colour psychology is also an important and noticeable characteristic. Every colour signifies
something in itself, and the colour used by the owner can simulate certain emotions in people, or
reflect one's personality. For instance:
 White: Can signify a clean and simple but organised homeowner.

 Yellow: Spurs interest in a confident, humorous and curious person.
 Red: The traditional colour stands for a welcoming, vibrant and inviting host.
 Purple: The colour of spirituality shows off open-mindedness and risk-taking nature.
 Blue: Royal blue marks positive personalities, dark blue signals calm, and light blue signals
sincere ones.
 Green: Is synonym for health, safety, and community.
 Brown: Warm, reliable, and private
 Black: Authoritative but sophisticated
Apart from this, the arrangement of furniture also tells a lot about the one who possesses the
home, for example, the arrangement of chairs and sofas in the living room tells if the owner is
someone who likes having a conversation or is someone who likes watching TV. If the chairs
and sofa are arranged facing each other it means that the owner likes having people around and
is interested in having people to talk with, appreciates a conversation rather than watching TV
alone.
The patterns or the wall papers chosen for the room also add up to the reflection of the owner’s
personality. Stripes symbolises a confident personality, polka dots mean a fun character, animal
print speaks of a creative and experimental person, whereas a geometric print signifies a nervous
personality
Every person has a different way of decorating their home. It could be a bright red wall, with
nothing hung on it, or it could be certain wall accents, or pictures, or quote frames. While
making these decisions, humans think of it as a very small task, but it actually speaks of the
nature he/she possesses. people who hang a lot of pictures on the wall love holding onto
memories, are nostalgic and comfortable in going back to those days. whereas people who have
cozy corners, like a quite life, are introvert and like reading more than having conversations.
Someone who adds greenery to their home, comes across as a cool, fresh and young person.
It is also found that people who do not decorate their home, and have bare spaces, have
commitment issues. They are not ready to experiment with a design, or make an investment.
People who invest in high quality furniture are considered to be smart investors, similarly people
who invest in fine art pieces show that they are good at buying and selling. They care about
authentic and original art and are business savvy.
The combination of certain types of furniture, colour palette, décor pieces, lighting, fixtures, etc
leads to themes. The cohesiveness of all these aspects, form a particular theme. While
decorating a home, people prefer following a theme according to their personal choices. As it is
noticed, the big five personality model, has five personalities and certain attributes related to
those personalities. Similarly, every theme has some attributes associated with them, that speak
of the owner’s personality. Like every colour, arrangement, furniture has different personality
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attributes associated with them, the theme is an amalgamation of those, and gives out a solid and
definite presentation of the personality reflected by humans.
2.6 HOME DÉCOR THEMES AND PERSONALITY TRAITS
There are numerous themes all around the world, for example: industrial, transitional, and
traditional, to name a few. But there are certain themes that are followed and preferred by
majority of the people globally. These themes vary a little according to the region as well as
personal choices.
For our research, we have picked these eight themes that are commonly chosen by people,
and reflect the personality attributes that relate to the OCEAN model.
Contemporary theme:
The Contemporary style is one of the timeless themes in the whole design
history. Contemporary means living & things belonging to in the present times. Other design
styles have their background, motif, specification, development, influence related only in
some particular historic era, whereas a contemporary style grows & develops day by day
because it is a timeless style that means if current key features of the style like clean lines,
natural material, minimalistic approach, etc may slightly change in near future but are still
considered as a part of the evolution of the contemporary style.
‘Forms Follow Function’ is a thumb line of contemporary style. The patterns used on textile
and paintings are usually geometric. Basic figures such as circles, squares, rectangles and
triangles are used to give the touch of sophistication. Organic materials such as wood, rock,
slate, teak, cotton, wool etc are used to enhance the texture. Apart from this metals like
stainless steel, nickel and chrome are used prominently to give a sleek and clean look.
The colour palette of white, wool white and shades of black is used for walls, and Strong
shades of orange, taupe, cream & grey for flooring, chairs, fittings, and textiles, to enhance
the aesthetics. If walls are in neutral colour then accessories are kept in bold & dark colours,
which defines the space. Furniture featured in this theme is smooth, simple, clean. Geometric
shapes & forms are used without any ornamentation or carving, to keep the sophisticated vibe
intact. Floor and table lamps also have clean lines and sleek metallic finishes with different
colours, to highlight the accessories or art. Contemporary theme mostly has recessed or track
lighting to add the element of warmness.
The people who like contemporary theme are most likely to possess the personality traits of
neuroticism. They are extremely simple and tend to like balance with textures, sizes and
colours. they like balance in life too, which is why they probably experience dramatic shifts
in mood. They are generally anxious and need their space.
Scandinavian theme
The Scandinavian theme is characterised by the seasons in the north, where the days in winter
are very short. Which is why this theme is designed in a way to create warmth and comfort,
keeping in mind the wintry environment.
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Wood plays a significant role in Scandinavian theme. It is used for floors, walls, furniture,
lighting and accessories. The style uses light wood such as birch, spruce or pine, these natural
woods are mostly used in surfaces, they are usually functional and basic geometric shapes.
They are very simple, and do not have unnecessary details.
The reason why it developed this way is just because the Scandinavian winters are long and
dark. The colours and lightning used in this theme create a lot of warmth, considering the
dark nights. Apart from other usual warm lights, Silver candlesticks are widely used to add
the Scandinavian touch, as one of the famous sources. The usual colour palate of this style
are shades of pastels like blue, mine or rose mixed with wool white, these colours add to the
simplicity of this theme and create a friendly environment.
The Scandinavian theme includes natural fabrics like fur, cotton, linen and suede. Apart
from this, the cushions and carpets in this theme often have typical motifs or graphical
patterns in contrasting colours such as black-white or green- white
The main focus of every element in this theme is comfort, simplicity, and coziness. It does
not have bold patterns or loud colours. It plays around muted tones and simple structures as
well as designs.
Since the Scandinavian theme is simple and comfort plays the most important role, this
theme is preferred by people who care about comfort and warmth more than efficiency. The
people who like this theme are generally dependant on friends and connections, a good social
life is very important to them, hence they take utmost care of comfort and entertainment of
people around them. They express themselves through minimal designs, but maintain their
social boundaries as well.
To sum up, the personality traits for a person who likes the Scandinavian theme fall under
extraversion. Since an extraversion person, is social, friendly, talkative and fun-loving, they
match up to the attributes of people who like the Scandinavian theme. The people who like
Scandinavian theme are likely to possess maximum traits of an extraversion personality.
Minimalistic theme
Minimalism is one of the most significant design movements of the 20 th century. It is the
most effective, powerful and influential design these days. It is one of the most modest
themes. It is a theme where lavish and decorative designs are completely avoided. Simple and
elegant designs are used to reflect modesty. The term minimalism is used to describe the
reduction of elements, in accordance with need and necessity.
Minimalism includes basic geometric forms, shapes, graceful and elegant colours and
textures. All the elements are without any decoration. This theme has very simple fabrics and
usually has repetition of structures. This represents a sense of order and essential quality.
Clear and defined lines are used, to give effect of simplicity. The colours used for this theme
are monochromatic, it includes beige, white, grey, etc, and completely avoids bold colours
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for walls, meanwhile the décor and accessories are sometimes kept in bold colours to break
the monotony, yet keeping the elegance alive. Minimalistic theme interiors have simple,
uncomplicated and facile covering and wall finishes which provide clarity, visual appeal and
attraction by conveying and expressing the physical characteristics of the materials used and
their textures. The focal point of minimalism is shape, colour and texture.
In minimalist design, the space, objects and lighting play equally important roles. This design
is a bold style rather than being boring. Minimalist design was never inspired by strictness,
austerity and poverty. It is not a cheap option as it is considered as a luxurious, rich,
gorgeous, lavish and graceful style.
One of the main characteristics of minimalism is to eliminate the waste. The rooms with
minimalism theme, are uncluttered, spacious and with minimum elements and furniture. They
have stacked volume of faces, and hence they are airy and breathy, they are filled with
natural light, which makes them cosy, warm and spacious looking.
The concept of minimalism is unique, it focuses the most on simple aesthetics. People who
like minimalistic themes tend to be organised, just like the lines and designs of this theme.
They are likely to be good planners and have a methodological approach to life. they are
determined, and they strive very hard to achieve their goals. They are also most likely to be
straightforward, as they enjoy a decluttered environment, and radiate positive, non-critical
attitude.
People who like this theme are most likely to possess agreeableness and conscientiousness.
Humans are complex and can possess a mix of personality traits of two different yet closely
related personality factors. Agreeableness and conscientiousness are two personalities that
are associated with the personality traits like- determined, straightforward, positive,
organised, etc.
Popart theme:
Pop art was an art movement which emerged in 1950s in Britain and the United States as a
reaction to abstract expressionism. The main idea of this theme was constant changes,
diversity, fun, rebel spirit, short-life disposable objects and mass consumption. It was created
to surprise and amuse people. pop art themes are unusual, expressive, contrasting, bright. The
main features of this theme are rainbow colours, flashy shapes, the use of plastic, repetitive
elements. It has elevated commonplace objects and consumer goods to the level of
artworks and then is mixed in all bizarre forms and bright colours. The décor in this theme is
very catchy, it usually has quirky forms of ‘retro futurism’. Large scale photographs of
Female silhouettes, cartoons, characters and celebrities such as Marilyn Monroe, Elvis
Presley and Mao Zedong are commonly used. Since pop art is all about boldness and colour,
it often incorporates psychedelic visual effects, which are achieved through wallpapers with
optical illusions.
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Apart from this big clocks, vases and lamps are also used to emphasise the boldness. The
décor pieces used for this theme are plastic painted leather and bright metal, which overall
enhances the funkiness. The pop art furniture is characterised by abstract patterns, flashy
colours, glassy surfaces. It doesn’t follow any rules or restrictions, when it comes to
aesthetics and designs. Pop art themed spaces is also usually uncluttered, and hence cabinets
are usually not used. They are often replaced with niche, built-in wardrobes and even
podiums. For clothes, most commonly a walk-in closet is allocated.
The walls are also usually bright. It doesn’t follow a single colour theme. They are a
combination of different colour and patterns. The most commonly used solution is on wall is
kept white, while the other two will gave contrasting colours and the fourth has a repeated
pattern, the focal point is walls and furniture, which is why the floor is kept neutral. It is an
emotional and energetic style.
People who prefer this theme are most likely to inhabit neuroticism personality. They are
very mysterious, dynamic and intriguing. Every piece they hold in their house has a history
linked to the owner’s life. Pop art lovers value intimacy and most often have misleading
quality, which disguises them as people with positive personality. They have an
unconventional approach towards life, which is expressed in their choice of colours and
décor. They are very unusual and have a complex personality, which is often not liked by
people, who follow norms.
Shabby chic
The term “shabby chic” originated in the 1980s. In design, this was the time when opulence
and decadence were taking centre stage. It was the era of elegant pant houses and corporate
theme lobbies, which had excessive use of marble and brass. Sleek style was still not
common during those days. This theme is a blend of glamour and rustic charm. It is often
referred as French country. shabby chic is a bohemian movement that has become one of the
most in-demand styles of the hip, young and fashionable individuals. It’s an expression of
overall lifestyle as much as a choice in decor.
This theme incorporates antique furniture, distressed finishes and shiny ornate accents. The
term shabby chic is an amalgamation of rustic décor and sleek designs It is heavily inspired
by nature and includes the usage of raw materials both in architecture as well as interior.
The fabrics used for this theme are extremely comfortable. Such as cotton and linen.
Slipcovers are also key element of shabby chic. These fabrics have feminine and floral
patterns on them, which gives the vintage vibe to this look. The windows mostly have lace
cotton curtains, which embraces the rustic spirit of this theme. The entire theme strikes a
balance between relaxed and pulled together.
A signature characteristic of shabby chic interior design is the prevalence of timeworn

finishing on wooden cabinets and other furnishings. The furniture used for this theme has a
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touch of rustic style, and hence the pieces are typically distressed with many painted layers.
Shabby chic gives enough space for experiment and mix and match when it comes to
salvaged materials such as painted or stained wood, wicker and wrought iron. Natural patina
is also commonly used to reinforce the one-of-a-kind look, and avoid the mass-produced
décor aesthetics. The common source of lightings for shabby chic are weathering chandeliers
and lamps, to compliment the timeworn furniture.
Chairs are also very commonly mismatched to create a difference in texture. But to keep the
aesthetics in sync, it is preferred that the combination of chairs share one common
characteristic, it could be colour, or shape. This theme is light and airy, and to compliment
the same, neutral colour palate is used. Colour such as whites, ivories, creams, greys, and
beige, are used for walls, bedding, trims, flooring, etc. to add a little colour to the theme, soft
pastel colours like greens, dusty pinks, sky blues are used for couch pillows, rugs, flowers,
etc. to compliment the whites the creams throughout the house are used for couch pillows,
rugs, flowers, etc.
Since shabby chic is a combination of rustic and sleek the people who prefer this theme are
likely to have an artistic eye, they prefer old furniture, that holds memories and like
decorating their homes with personal items. They hold every piece close to their heart, due to
the memories and history attached to it. They are generally happy, social and positive in life.
they are nature lovers, which reflects in their choice of comfortable fabrics and airy colours.
people who like shabby chic themes, are very likely to possess personality traits of
extraversion and openness. Both these personalities have common traits, like artistic, social,
friendly, extrovert, warm etc. which are found in shabby chic lovers.
Vintage theme:
Vintage refers to style from the 1940s and 50s, and comes with a nostalgic, comfortable
ambiance. This theme is old fashioned and elegant. It involves the use of old or artificially
aged furniture and decor.Vintage theme includes natural materials like wood, more rarely
stone, forged elements, and natural fabrics. The interior of this theme looks like as if it was
designed several decades ago. It reflects the fashion trends of the past decades. The most
common, which became a classic option was incorporating things older than 30 and younger
than 60 years.
This style along with being old, is also called romantic. The walls for this theme are
stencilled. The wallpapers used for this theme, have large contrasting patterns, such as
flowers, birds, butterflies, etc. vintage themed walls usually are covered with the same
prints, and follows monotony in terms of patterns. Moreover, decorative tiles are also used
very often, to enhance the look.
The couches and chairs in vintage them are upholstered with detailed pastoral or floral
patterns. Delicate lace curtains in white or soft neutral tones are used to provide a soft accent
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that reinforces the antique vibe. It includes soft, flowing lines, elegant colours, selected
furniture and decor, which looks like it is inherited from grandparents, even though it is or
looks like old, it is not junk, but rather provides royal aesthetics.
Room design in Vintage style looks simply and gracefully at the same time. Abrasion, cracks,
chips give atmosphere and comfortable lived-in look, creating an atmosphere of peace,
relaxation and nostalgia. Bathrooms typically feature a cast iron or porcelain clawfoot tub for
an old world feel. In the kitchen, various cookware and accessories like vintage toasters,
coffee makers and mixers are left out on the countertops for added antique flair.Some
common décor items include electric flea market display on open shelves, decorative bowls,
or book shelves. This adds the visual interest and character to home. Apart from this to add to
the vintage vibe old glided mirrors, heavy cornice mouldings, brass and frosted glass lamps
are used.
Vintage theme includes high level of personalisation and hence the people who like this
theme are most likely to be unique and complex. Their personality comes off as a
perfectionist. They mostly know what they want, and how to get it, which makes them
determined and motivated individuals. Vintage theme lovers are very likely to inhabit
openness to experience personality traits, as they are creative, artistic, think out of the box,
and have unusual thought process.
Japanese theme
The key influence in Japanese interior design is minimalism with principles that focus on
creating a “Zen” interior – a concept known as “Ma”. With this concept, the aim is to strike
the perfect balance between available space that can be used on one side and furniture, etc. on
the other. Japanese traditional philosophy inspires the simplistic, natural essence found in
minimalist architecture and design. The essential elements of Japanese theme are line, form,
space, light and material. Utmost value in this theme is placed on absence of non-essential
internal walls, in order to open up a space and allow an organic flow between the structure’s
interior and exterior. This practice is believed to reduce all elements down to their core
essential quality. Minimalism and decluttering are an important feature of this theme It
focuses more attention on the inner beauty rather than outer.
The Japanese theme is known for the use of wood throughout their homes. Many items such
as walls, doors, screen grids, and frames are commonly made from wood. some of the most
common woods in the Western world are maple, cypress, hemlock, red pine and
bamboo.This theme only includes colours from a neutral palette, found in nature. Soft and
muted tones such as whites, ivory, beige is used to create the zen vibe in Japanese theme
spaces. These colours not only make rooms look more spacious but also work well with
natural lighting, another important principle in Japanese interior design.For focus walls
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colours like moss green, chocolate and black are used, which outlines the space and create
special corners.
Japanese theme is preferred by individuals who are simple and highly organised. They value
the essence of things like natural light, simple and airy designs. They would never
compromise on simple aesthetics, with complex designs. They are positive and energetic, and
think straight. These individuals are most likely to fall under the conscientiousness, since
they are very organised, calm, self-disciplined and very reliable.
Rustic theme:
This theme was born from the natural inspirations of the Romantic movement. Rustic homes
are inspired by the simplicity and rugged beauty of nature. The Furniture and fabrics used for
this theme are made up of materials found outdoors, like weathered wood, stone, concrete,
hemp, wool and cotton. Reclaimed and unfinished stones and woods are used, which gives
the raw look. Rustic decor in and of itself tends to be heavier, darker, and less sparse, The
Interiors are filled with neutral colours. floors, accent walls, tables and chairs are all made up
of raw materials. Fabrics like Burlap and canvas are commonly used. The neutral colour
palette, compliments the raw look of this theme. The walls are usually kept white or are
covered in warm brick, stone or distressed reclaimed wood. Rustic theme is known for Large
windows as they fill the space with natural light and help the home feel as close to the
outdoors as possible. One of the most popular pieces of furniture for rustic theme is the
Adirondack chair.
Rustic theme is preferred by individuals who are experimental and nature lover. The colour
scheme, the use of natural stone and woods, are evidence of their love for nature. They are
outdoor enthusiast and are keen to experiment, and hence they are most likely to inhabit the
personality traits of openness.
3. OBJECTIVES
 To study the consumer preference towards home decor and furnishings post covid
scenario
 To study the relation between consumer’s choice of interior themes and their personal
identity
4. METHODOLOGY
For the study both primary and secondary research were conducted.
For the secondary research, various research papers were referred to in order to have a better
and in-depth understanding of the consumer preference towards home decor and furnishings
post covid scenario. A study of important factors gave a greater insight as to how to approach
26
the respondents and to design a questionnaire that would yield results in line with the
objectives.
For the primary research, a sample size of 100 was taken and a questionnaire was designed
and circulated through Google forms. After the collection of responses, the Data analysis was
done on SPSS. Various tests were performed based on the objectives. Hypothesis testing was
done to find out the relationship between consumer’s buying behavior and factors like age,
profession and annual family income. Descriptive statistical tests were performed to describe
the basic features of the data received and summarize the main variables associated with our
objectives for the study. Factor analysis was performed to reduce multiple individual factors
from the data into a fewer number of dimensions in order to get concrete results as to which
factors deeply influenced consumer’s preference towards home decor and furnishings post
covid scenario. Mutidimensional Scaling was performed to find out their top preferences in
terms of ranking to factors which would affect their buying behavior. Multinomial Logistic
regression was performed to study the relation between consumer’s choice of interior themes
and their personal identity
5.ANALYSIS
5.1 DEMOGRAPHIC FACTORS
1. Age Group: This paper aims to study the consumer preference towards home decor and
furnishings post covid scenario as well as to study the relation between consumer’s choice of
interior themes and their personality. In order to get in depth evaluation, this segment has
been further categorized into four groups i.e. 18-25; 26-35; 36-25; 50 and above.
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Above pie chart indicates that out of total 101 respondents, 53 respondents belong to the age
groups between 18 to 25 years (young age) and 38 respondents belong to the age groups
between 26-35 years and around 10 respondents belong to the age group of 36 and above.
2. Occupation: The respondents have been grouped based on their profession. Those who
are students, doing service, business, retired or into other profession not mentioned in the
categories like households. The aim was to check if the preference differed based on their
profession.
The pie chart above indicates that out of 101 respondents, 37.6% are students followed by
34.7% who belong to business, 22.8% from service and only a small chunk of 5% who
belong to the other category.
3. Annual Family Income: There is always a strong relationship between preference and
consumption. Hence this information was captured to understand the change in preference
with different income levels. Below pie chart indicates that out of 101 respondents, 52.5%
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respondents have an income level above 15 lakhs, 33.7% respondents are between 10 to 15
lakhs,13.9% respondents are below 10 lakhs.
4. Gender: To analyze the personality and associate it with themes, it was important to
understand the gender of our respondents. The pie-chart indicates that out of 101 respondents
around 57 respondents were male and 42 females.
5.2 DESCRIPTIVE STATISTICS
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SECTION-A
1. What important information would you seek before making a furnishing purchase
post Covid19?
Strongly Neutra Strongly

Disagree Agree
Factors disagree l agree
(2) (4)
(1) (3) (5)
I would compare the products cost
with its utility
I would pay special attention to
product specifications given in the
website
I would check buyers’ reviews both
for the product and delivery norms.
This specific section is to understand the consumer awareness to understand the change in
preference due to the pandemic. This section will give an insight as to aspects that consumers
have started paying more attention towards with the change in scenario.
Descriptive Statistics
Minimu Maximu Std.
N m m Mean Deviation
Cost with Utility 101 3 5 4.33 .568
Product 101 3 5 4.55 .640
specification
Buyers’ reviews 101 2 5 4.51 .716
Valid N (listwise) 101
From the Descriptive Statistics mentioned above on the factors that consumers believe are
important while making a purchase decision, following can be interpreted:
1. Cost with utility: Respondents have strongly agreed to the fact that they would compare
the cost of a home décor product with its utility before making a buying decision. This helps
to understand the importance of utility of the home furnishing item purchased by the
consumers.
2. Product Specifications: When it comes to Product Specifications, respondents believe that
seeking this information has become very important post covid. This helps us understand that
people have become more conscious about their purchases.
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3. Buyers reviews: Respondents also believe that it is important to know about buyer’s
reviews as well as the delivery norms. This helps us understand the value consumers give to
the delivery norms due to the general risk around the virus as well as the importance people
have started giving to buyer’s reviews before making the buying decision.
Cost with Utility

Freq
uenc Valid Cumulative
y Percent Percent Percent
Valid Neutral 5 5.0 5.0 5.0
Agree 58 57.4 57.4 62.4
Strongly 38 37.6 37.6 100.0
Agree
Total 101 100.0 100.0
Product specification
Freq
Agree 29 28.7 28.7 36.6
Strongly 64 63.4 63.4 100.0
Agree
Total 101 100.0 100.0
Buyers’ reviews
Freq
Valid Disagree 2 2.0 2.0 2.0
Neutral 7 6.9 6.9 8.9
31
Agree 29 28.7 28.7 37.6
Strongly 63 62.4 62.4 100.0
Disagree
Total 101 100.0 100.0
INTERPRETATION:
From the above Descriptive analysis tables, following can be interpreted:
 Around 57.4% respondents agree to the fact that post covid, they would compare the
cost of the product with its utility.
 63.4% respondents strongly agree to the statement that they seek information about
product specifications given on the website,
 62.4% respondents also strongly agree that information about buyer’s reviews as well
as the delivery norms as become increasingly important post covid.
2. Are you willing to pay more for a home decor product if?
Strongly Disagre Agre Strongly

Neutral
Factors disagree e e agree
(3)
(1) (2) (4) (5)
The product is from the country
of origin I want
The product is friendly to
human health.
The product conforms to high
standards of durability
The product is sustainable.
The product is easy to maintain
This section will help to understand the importance consumers give to price points and if they
would be willing to pay more with factors mentioned above.
Minimu Maximu Std.
Country of Origin 101 1 5 3.25 1.170
Friendly to human 101 2 5 4.15 .841
health
32
High standards of 101 1 5 4.53 .672
durability
sustainable 101 1 5 4.34 .886
Easy to maintain 101 3 5 4.71 .516
Valid N (list wise) 101
From the Descriptive Statistics mentioned above on the factors that consumers would be
willing to pay more for, the top 3 are:
1) Easy to maintain: Respondents would be willing to pay more for home décor items if the
products are easy to maintain which helps to understand that easy maintenance is given
utmost importance.
2) High standards of durability: From the table above, it is evident that respondents would be
willing to pay more if the product was durable and it lasted longer. The utility aspect of a
product is given great importance for which the consumers would be willing to pay more.
3) Friendly to human health: Respondents would be willing to pay more if the home décor
products are friendly to human health. Due to a global pandemic, people have become more
conscious about their health and the general environment which is evident from the results.
Country of Origin
Freq
Valid Strongly 14 13.9 13.9 13.9
disagree
Disagree 11 10.9 10.9 24.8
Neutral 18 17.8 17.8 42.6
Agree 52 51.5 51.5 94.1
Strongly 6 5.9 5.9 100.0
disagree
Total 101 100.0 100.0
Friendly to human health
33
Freque Valid Cumulative
ncy Percent Percent Percent
Neutral 20 19.8 19.8 22.8
Agree 37 36.6 36.6 59.4
Strongly 41 40.6 40.6 100.0
agree
Total 101 100.0 100.0
High standards of durability

disagree
Neutral 4 4.0 4.0 5.0
Agree 35 34.7 34.7 39.6
Strongly 61 60.4 60.4 100.0
agree
Total 101 100.0 100.0
sustainable
Frequ Valid Cumulative
ency Percent Percent Percent
disagree
Disagree 3 3.0 3.0 4.0
Neutral 13 12.9 12.9 16.8
Agree 28 27.7 27.7 44.6
34
Strongly 56 55.4 55.4 100.0
agree
Total 101 100.0 100.0
Easy to maintain
Frequen Valid Cumulative
cy Percent Percent Percent
Agree 23 22.8 22.8 25.7
Strongly 75 74.3 74.3 100.0
agree
Total 101 100.0 100.0
INTERPRETATION:
 51.5% respondents are willing to pay more if the home décor item was from their own
country of origin.
 40.6% respondents strongly agreed, when asked if they were willing to pay more for a
home décor product if the product was healthy to human health.
 60.4% respondents strongly greed to pay more if the products conformed to high
standards of durability.
 55.4% respondents strongly agreed to pay more if the products were sustainable.
 74.3% respondents strongly agreed to pay more if the products were easy to maintain.
3. Post Covid19 how has your buying decision for home décor accessories altered?
Strongly Strongly
Disagree Neutral Agree
Factors disagree agree
(2) (3) (4)
(1) (5)
I look for less-expensive
products to save money
I tend to rely on brands, I’ve
made purchases from
35
(washing, cleaning, polishing)
I buy less frequently
This section would give us a deeper insight as to have has the preference and buying attitude
towards home décor products change since the pandemic. This covers various factors from
pick less expensive products to purchasing less frequently.
Minimu Maximu Std.
less-expensive 101 2 5 4.17 .634
products
Previous purchases 101 1 5 3.68 .905
easy to maintain 101 3 5 4.48 .642
buy less frequently 101 1 5 3.91 1.011
From the Descriptive Statistics mentioned above on the factors that have altered due to covid,
the top 3 are:
1) Less-expensive products: Respondents also showed their agreeableness in purchasing
inexpensive products. This indicates the importance of disposable income during the
pandemic.
2) Easy to maintain: Respondents further agreed that their buying behaviour has altered when
it comes to buying products that are easy to maintain in terms of washing, cleaning,
polishing. Respondents tend to buy home décor products that are easy to maintain.
3) Previous purchases: it is also evident from the table above that the respondents tend to rely
more on the brands they have made purchases from. This could be due to the credibility or
the trust the brands, must have created in their minds.
36
Less-expensive products
Frequen Percen Valid Cumulative
cy t Percent Percent
Neutral 7 6.9 6.9 8.9
Agree 64 63.4 63.4 72.3
Strongly 28 27.7 27.7 100.0
Agree
Total 101 100.0 100.0
Previous purchases
disagree
Disagree 3 3.0 3.0 5.0
Neutral 41 40.6 40.6 45.5
Agree 34 33.7 33.7 79.2
Strongly 21 20.8 20.8 100.0
Agree
Product is sustainable
Total 101
Frequen 100.0
Percen 100.0
Valid Cumulative
Valid
Easy toNeutral
maintain 8 7.9 7.9 7.9
Agree 37Frequen 36.6 36.6
Valid 44.6
Cumulative
Strongly 56cy Percent55.4
55.4 Percent Percent
100.0
Valid agree
Strongly 1 1.0 1.0 1.0
disagree
Total 101 100.0 100.0
Disagree 6 5.9 5.9 6.9
Neutral 32 31.7 31.7 38.6
Agree 24 23.8 23.8 62.4
Strongly 38 37.6 37.6 100.0 37
agree
Total 101 100.0 100.0
Buy less frequently
Agree 55 54.5 54.5 56.4
Strongly 44 43.6 43.6 100.0
Agree
Total 101 100.0 100.0
INTERPRETATION:
38
 63.4% respondents agreed that they have started purchasing less frequently since
covid.
 40.6% respondents were neutral when asked if they would rely on the brands they
have been purchasing from.
 37.6% respondents strongly agreed that they have started purchasing home décor
items that more easy to maintain.
 54.5% respondents agreed that since the pandemic, they have started buying less
frequently.
4. How strongly do you agree or disagree with the following statements, with respect to
future online shopping post Covid19?

Disagree Agree
(2) (4)
(1) (3) (5)
I would prefer shopping online
rather than visiting a store as it’s
risky.
The 24-hours operation attracts
me to shop online as it is
convenient.
I prefer shopping online because
of better prices and variety of
products.
This section would help to analyze the future of online shopping for home décor products due
to the pandemic. Given the risks of offline shopping, these factors would help to determine
the extent to which online shopping would be preferred.
Minimu Maximu Std.
Shopping online 101 3 5 4.42 .534
24 hours operation 101 3 5 4.62 .563
better prices and 101 2 5 4.64 .576
variety
39
From the Descriptive Statistics mentioned above, the factors showing
agreement/disagreement are as follows:
 Shopping Online: Respondents strongly believe that most of the shopping for home
décor and furnishing would shift to online shopping due to the risks involved in
offline shopping.
 24 hours operation: Respondents also felt that the convenience of shopping at any
time of the day is also an attractive option to shift to online shopping post covid.
 Better prices and variety: The variety as well as comparable prices are another factor
that most of the respondents agreed to. This benefit of online shopping further attracts
the respondents.
Shopping online
Agree 55 54.5 54.5 56.4
Strongly 44 43.6 43.6 100.0
agree
Total 101 100.0 100.0
24 hours operation
Frequen Valid Cumulative
cy Percent Percent Percent
Agree 30 29.7 29.7 33.7
Strongly 67 66.3 66.3 100.0
agree
Total 101 100.0 100.0
40
Better prices and variety
Neutral 2 2.0 2.0 3.0
Agree 29 28.7 28.7 31.7
Strongly 69 68.3 68.3 100.0
Agree
Total 101 100.0 100.0
INTERPRETATION:
 54.5% respondents agree that there will be a shift to online buying post covid.
 66.3% respondents strongly agree that the 24/7 availability of buying products online
is an attractive option, especially post covid.
 68.3% respondents strongly agreed that online shopping offers better variety and
products, which is why people would eventually move to online shopping post covid.
5. How do you think furniture shopping scenario would look like post Covid19?
Ye
Factors No
s
The purchases at physical stores would be lesser than online purchases
Shift in loyalty towards specific brand.
I prefer buying furniture that can be easily assembled and disassembled without
external help.
This section would give a better understanding about respondent’s perception on the scenario
of furniture and home décor shopping post covid.
Minimu Maximu Std.
Reduced physical store 101 1 1 1.00 .000
purchases
Shift in loyalty 101 1 2 1.25 .434
easily assembled and 101 1 2 1.07 .255
disassembled
41
From the descriptive table above, the factors that would determine the perception as are as
follows:
1) Reduced physical store purchases: Respondents strongly believe that in the future, due to
covid, there will be a major shift from physical stores to online stores.
2) Easily assembled or disassembled: Easy Assembly and disassembly of home décor and
furniture products is something people will start focusing on as well, to reduce contact with
delivery and fitting personnel’s. Greater importance would be given to products that would
offer this convenience.
3) Shift in loyalty: Respondents also believe that there will be shift in loyalty of the brands in
the post covid scenario of shopping home décor products.
Reduced physical store purchases

Valid Cumulative
Frequency Percent Percent Percent
Valid Yes 101 100.0 100.0 100.0
Shift in loyalty
Valid Cumulative
Valid Yes 76 75.2 75.2 75.2
No 25 24.8 24.8 100.0
Total 101 100.0 100.0
Easily assembled and disassembled

Valid Cumulative
Valid Yes 94 93.1 93.1 93.1
No 7 6.9 6.9 100.0
Total 101 100.0 100.0
42
INTERPRETATION:
 100% respondents totally agreed that in the post covid scenario, most of the people
will avoid purchasing products from offline store.
 Almost 75% of respondents agreed that there is a possibility of shift in loyalty
towards a specific brand.
 93% respondents also agreed that they would prefer home décor products that would
be easy to assemble and disassemble.
SECTION-B
1. Please show the extent to which you agree or disagree with the following
statements. (1-strongly disagree to 5-strongly agree).

Neutral
(3)
(1) (2) (4) (5)
A lot can be said about a person
from the furniture s/he owns
I value furniture as an important
part of my lifestyle.
The items I buy for my home are a
reflection of who I am
The design of my furniture reflects
my personality
I feel that it is important for me to
update my style by replacing my
furniture often
The section above would help to establish the perception of people when it comes to
connection between personality and home décor.
Minimu Maximu Std.
Type of furniture shows 101 2 5 3.41 .971
personality
important part of 101 2 5 4.08 .643
lifestyle
reflection of a person 101 2 5 4.24 .666
43
design reflects 101 2 5 4.45 .685
personality
Update the style 101 2 5 4.51 .743
From the descriptive table above, the factors that determine the perception of respondents,
the top 3 are:
1) Important part of lifestyle: Most of the respondents believe that furniture and home décor
is an important part of their lifestyle. This shows the importance people give to home décor
and furnishing products.
2) Reflection of a person: Respondents also believe that the furniture they own also reflects
who they are. This indicates the importance people give to the home décor and furnishing
items.
3) Design reflects
Type of furniture shows personality
Neutral 35 34.7 34.7 54.5
Agree 31 30.7 30.7 85.1
Strongly 15 14.9 14.9 100.0
agree
Total 101 100.0 100.0
personality: Respondents also agreed that the furniture or the home décor is a reflection of
people’s personality indicating the attention people give to their as well as others furniture
and home décor items.
44
Design reflects personality
Percen Valid Cumulative
Frequency t Percent Percent
Valid Disagre 2 2.0 2.0 2.0
e
Neutral 5 5.0 5.0 6.9
Agree 40 39.6 39.6 46.5
Strongly 54 53.5 53.5 100.0
Agree
Total 101 100.0 100.0
Reflection of a person
Perc Valid Cumulative
Frequency ent Percent Percent
Neutral 7 6.9 6.9 8.9
Agree 57 56.4 56.4 65.3
Strongly 35 34.7 34.7 100.0
agree
Total 101 100. 100.0
0
Important part of lifestyle
Valid Disagre 1 1.0 1.0 1.0
e
Neutral 14 13.9 13.9 14.9
Update the style
Agree 62 61.4 61.4 76.2
Strongly 24 23.8 23.8 100.0
Agree
Total 101 100.0 100.0
Neutral 9 8.9 8.9 10.9
Agree 25 24.8 24.8 35.6
45
Strongly 65 64.4 64.4 100.0
agree
Total 101 100.0 100.0
INTERPRETATION:
 30.7% people agree that the type pf furniture says a lot about a personas personality.
 Approx. 61% respondents also agree that home décor and furniture are important part
if their lifestyle
 53% respondents also strongly agree that the design of the furniture reflects reflects
their personality.
 56% respondents agree that the furniture they own reflect their own personality.
 64% people also strongly agree that to update their style, it is important to update
their furniture.
5.3 Hypothesis Testing

CHI SQUARE TEST- 1
Ho: There exists no relationship between Product specification and age.
H1: There exists a relationship between Product specification and age.
Chi-Square Tests
Asymptotic
Significance
Value df (2-sided)
Pearson Chi- 8.717a 6 .190
Square
Likelihood Ratio 7.837 6 .250
N of Valid Cases 101
a. 8 cells (66.7%) have expected count less than 5. The
minimum expected count is .24.
Since the significance value > 0.05, we accept Ho and conclude that there is no relation
between Product specification and age.
CHI SQUARE TEST- 2

Ho: There exists no relationship between Buyer’s reviews and age.
H1: There exists a relationship between Buyer’s reviews and age.
46
Chi-Square Tests
Asymptotic
Significance
Value df (2-sided)
Square
Since the significance value < 0.05, we accept H1 and conclude that there is a relation
between Buyer’s reviews and age.
CHI SQUARE TEST- 3

Ho: There exists no relationship between sustainability and Annual family income.
H1: There exists a relationship between sustainability and Annual family income.
Chi-Square Tests
Asymptotic
Significance
Value df (2-sided)
Square
between sustainability and Annual family income.
CHI SQUARE TEST- 4

Ho: There exists no relationship between easy maintenance and Annual family income.
47
H1: There exists a relationship between easy maintenance and Annual family income.
Chi-Square Tests
Asymptotic
Significance
Value df (2-sided)
Square
between easy maintenance and annual family income.
CHI SQUARE TEST- 5

Ho: There exists no relationship between preference towards less expensive products and
Annual family income.
H1: There exists a relationship between preference towards less expensive products and
annual family income.
Chi-Square Tests
Asymptotic
Significance
Value df (2-sided)
Square
between buying less expensive products and annual family income.
48
CHI SQUARE TEST- 6
Ho: There exists no relationship between buying less frequently and Annual family income.
H1: There exists a relationship between buying less frequently and annual family income.
Chi-Square Tests
Asymptotic
Significance
Value df (2-sided)
Square
between buying less frequently and annual family income.
CHI SQUARE TEST- 7
Ho: There exists no relationship between 24 hours operation and age.
H1: There exists a relationship between 24 hours operation and age.
Chi-Square Tests
Asymptotic
Significance
Value df (2-sided)
Square
between 24 hours operation and age.
49
CHI SQUARE TEST- 8
Ho: There exists no relationship between availability of better prices and variety and age.
H1: There exists a relationship between availability of better prices and variety and age.
Chi-Square Tests
Asymptotic
Significance
Value df (2-sided)
Square
between availability of better prices and variety and age.
CHI SQUARE TEST- 9

Ho: There exists no relationship between perception on the type of furniture one owns and
age.
H1: There exists a relationship between perception on the type of furniture one owns and age.
Chi-Square Tests
Asymptotic
Significance
Value df (2-sided)
Square
Since the minimum expected count is .45. significance
value > 0.05, we accept Ho
and conclude that there is no
relation between perceptions on the type of furniture one owns age.
50
CHI SQUARE TEST- 10
Ho: There exists no relationship between the perception of furniture being an important part
of lifestyle and age.
H1: There exists a relationship between the perception of furniture being an important part of
lifestyle and age.
Chi-Square Tests
Asymptotic
Significance
Value df (2-sided)
Square
between the perception of furniture being an important part of lifestyle and age.
CHI SQUARE TEST- 11
Ho: There exists no relationship between reflection of a person and age.
H1: There exists a relationship between reflection of a person and age.
Chi-Square Tests
Asymptotic
Significance
Value df (2-sided)
Square
51
between reflection of a person and age.
5.4 Factor Analysis

Factor analysis is a technique to reduce data and summarizing data. For the purpose of
realizing the objectives of this research, the factor analysis method was used to assess
consumer attitude towards the marketing mix of the brand Fabindia and identify the gaps in
its marketing mix, and consequently suggesting appropriate strategies to overcome those
gaps.
The technique employed for the analysis is outlined below.
a. Correlation Matrix:
 The correlation table exhibits the Pearson correlation coefficient signifying the strength
of relation between all the variables chosen for the study.
b. Kaiser-Meyer-Olkin test:
 The Kaiser-Meyer-Olkin test [CITATION Kai70 \t \l 1033 ] is applied to study the sample
adequacy. The KMO values range from 0 to 1 and acceptable value for KMO tests is 0.5
and higher values [CITATION Kai74 \t \l 1033 ].
c. Bartlett’s test of sphericity:
 The Bartlett’s test of sphericity tests for normality of multivariate data in use for factor
analysis.
 It actually compares the observed correlation matrix to the identity matrix (theoretical
matrix is matrix in which all of the diagonal elements are 1 and all non- diagonal
elements are 0), to elaborate the test may be used to check if there is a redundancy in the
variables considered and can the analysis be conducted in a fewer variables [ CITATION
Bar37 \l 1033 ].
d. For suitability of data, the Bartlett’s statistic must be significant (which means p<0.05).
Total Variance Explained
 This table lists the Eigen values linked with each factor before and after extraction and
also after rotation.
 The eigenvalue for a given factor measures the variance in all the variables which is
accounted for by that factor.
e. The Rotated Component Matrix:
 It shows the factor loadings for each variable.
 Across each row the factor on which the variable loaded most strongly was selected.
 At this stage variables with loadings lesser than .500 were discarded.
f. Factor Loadings:
 The factor loadings indicate how the extracted factor is associated with the initial
variables used as input for the analysis.
 Higher factor loadings indicate higher representation of the variables by the factor and
lower value are not considered representative [CITATION Wen02 \l 1033 ].
 Negative factor loadings indicate that a factor represents the opposite of the variable
chosen for study [CITATION Dar06 \l 1033 ].
52
g. Rotation:
 Rotation causes the factors to differentiate more clearly which is essential to facilitate
interpretation.
 Varimax is the most popular technique of rotation which minimizes extreme loadings,
(either very high or low) on a factor and hence it makes it possible to identify a variable
with a factor[ CITATION Mor07 \l 1033 ].
h. Communality:
 The communalities of a variable are calculated by summing up the squared loadings for
that variable.
 The communality of a variable indicates what proportion of variation in input variables
has been explained by the extracted variables.
 Higher communality values indicate that the analysis explains the variable better
[CITATION Adv \l 1033 ]. Values greater than 0.7 are considered ideal for smaller samples
and 0.6 for larger samples[CITATION Kai74 \t \l 1033 ].
a. Correlation Matrix
The correlation coefficient can range from -1.0 to +1.0. A correlation of -1.0 indicates that
the value of one variable decreases as the value of the other variable increases. A correlation
of +1.0 indicates that when the value of one variable increases, the other variable increases.
Positive correlation coefficients less than 1.0 mean that an increasing value of one variable
tends to be related to increasing values of the other variable, but the increase is not regular.
The correlation table exhibits the Pearson correlation coefficient signifying the strength of
relation between all the variables chosen for the study. It was established that there was no
problem of singularity in data as none of the correlation coefficients were more than 0.8.
KMO and Bartlett's Test
KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling
.704
Adequacy.
Bartlett's Test of Approx. Chi-Square 461.171
Sphericity df 105
Sig. .000
b. Kaiser-Meyer-Olkin test: The Kaiser-Meyer-Olkin test [CITATION Kai70 \t \l 1033 ] is

applied to study the sample adequacy. The acceptable value for KMO tests is 0.5 and higher
values
c. Bartlett’s test of sphericity:
53
The test may be used to check if there is a redundancy in the variables considered and can the
analysis be conducted with fewer variables. For suitability of data, the Bartlett’s statistic must
be significant (which means p<0.05).
The sample was established as accurate as the KMO values range from 0 to 1 and acceptable
value for KMO tests is 0.5 and higher values, and the KMO value was 0.704
While for suitability of data, the Bartlett’s statistic must be significant (which means p<0.05).
The Bartlett’s statistic value was significant as shown in the table above.
d. Total Variance
This table lists the Eigen values linked with each factor before and after extraction and also
after rotation. The eigenvalue for a given factor measures the variance in all the variables
which is accounted for by that factor. The first five components with Eigen Values more
than 1 were extracted, which defined the 65.662 % of variance.
Total Variance Explained

Extraction Sums of Squared Rotation Sums of Squared
Initial Eigenvalues Loadings Loadings
Compo % of Cumulati % of Cumulati % of
nent Total Variance ve % Total Variance ve % Total Variance Cumulative %
1 3.707 24.714 24.714 3.707 24.714 24.714 2.746 18.305 18.305
2 2.540 16.933 41.647 2.540 16.933 41.647 2.049 13.658 31.963
3 1.362 9.081 50.728 1.362 9.081 50.728 2.047 13.646 45.609
4 1.136 7.572 58.300 1.136 7.572 58.300 1.558 10.384 55.992
5 1.104 7.362 65.662 1.104 7.362 65.662 1.451 9.670 65.662
6 .917 6.111 71.773
7 .772 5.145 76.918
8 .698 4.652 81.570
9 .625 4.168 85.738
10 .504 3.359 89.097
11 .445 2.968 92.065
12 .415 2.768 94.833
13 .326 2.175 97.008
14 .254 1.692 98.700
15 .195 1.300 100.000
Extraction Method: Principal Component Analysis.
e. The Scree plot

The Scree plot indicates the importance of each component. In the plot it is seen that 5 key
components show the most variance in data. Using Kaiser’s Criteria (components with
squared deviance > 1) only the first five components were deemed important. These
explained approximately 65.662 % of the variation in the data thus offering a valuable insight
into the majority trends in the data.
54
f. Rotated Component Matrix:
Shows the factor loadings for each variable. Across each row the factor on which the
variable loaded most strongly on was selected. Variables with loadings < .300 were
discarded.
The factor loadings indicate how the extracted factor is associated with the initial variables
used as input for the analysis. Higher factor loadings indicate higher representation of the
variables by the factor and lower value are not considered representative. Negative factor
loadings indicate that a particular factor represents the opposite of the variable chosen for
study. Rotation causes the factors to differentiate more clearly which is essential to facilitate
interpretation.
Rotated Component Matrixa

Component
1 2 3 4 5
Cost with Utility .653 .401
Product specification .653 .338
Buyers’ reviews .650 .413
Country of Origin .753 -.370
Friendly to human
.811
health
High standards of
.539 .393
durability
sustainable .825
55
Easy to maintain .839
less-expensive products -.525 .420
Previous purchases -.787
easy to maintain .331 .304 .650
buy less frequently .641 -.303
shopping online .843
24-hours operation .520 .427 .369
Better prices and
.323 .507
variety
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 8 iterations.
Table: Components extracted from factor analysis
Social and Utility factor Ease of use Lookout on Online shopping

Personal Pricing of
value Products
Country of Cost with Utility Easy to Previous Shopping online
Origin maintain purchases
Friendly to Product 24 hours Better prices and
human specification operation variety
health
High Buyers’ reviews
standards of
durability
Sustainable Buy less
frequently
Less-
expensive
products
g. Communality:
The communality of a variable indicates what proportion of variation in input variables has
been explained by the extracted variables. Higher communality values indicate that the
analysis explains the variable better. Values greater than 0.7 are considered ideal for smaller
samples.
 The communalities of a variable are calculated by summing up the squared loadings for
that variable.
 The communality of a variable indicates what proportion of variation in input variables
has been explained by the extracted variables.
56
 Higher communality values indicate that the analysis explains the variable better. Values
greater than 0.7 are considered ideal for smaller samples and 0.6 for larger samples.
Table: Communalities
Communalities
Extractio
Initial n
Cost with Utility 1.000 .614
Product specification 1.000 .642
Buyers’ reviews 1.000 .728
Country of Origin 1.000 .747
Friendly to human
1.000 .772
health
High standards of
1.000 .537
durability
sustainable 1.000 .779
Easy to maintain 1.000 .728
less-expensive products 1.000 .639
Previous purchases 1.000 .622
easy to maintain 1.000 .625
buy less frequently 1.000 .516
shopping online 1.000 .755
24-hours operation 1.000 .611
Better prices and
1.000 .534
variety
Extraction Method: Principal Component
Analysis.
Thus, while analysing the most important factors we have chosen Buyers’ reviews (0.728),
Country of Origin (0.747), Friendly to human health (0.772), sustainable (0.779), easy to
maintain (0.728) and Shopping online (0.755)
h. Multidimensional Scaling (MDS)

MDS is a series of techniques that helps the analyst to identify key dimensions underlying
respondents’ evaluations of objects. It is often used in Marketing to identify key dimensions
underlying customer evaluations of products, services or companies.
The purpose of MDS is to transform consumer judgments of similarity or preference (eg.
preference for stores or brands) into distances represented in multidimensional space. The
resulting perceptual maps show the relative positioning of all objects. Multidimensional
scaling is based on the comparison of objects. Any object (product, service, image, etc.) can
be thought of as having both perceived and objective dimensions.
57
For STRESS, Kruskal & Wish (1978) have proposed meanings using the following levels:
STRESS > .20: Poor; .10 ≤ STRESS ≤ .20: Fair; .05 ≤ STRESS ≤ .10: Good; .025 ≤ STRESS
≤.05: Excellent; .00: Perfect
6. Rank in order of importance when it comes to shopping online post Covid19?
Factors (1) (2) (3) (4) (5) (6)

Discounts
After sales-service
Quality
Safe and hygienic packaging

Utility
Aesthetics
Validation of the outcome

Stress value and R square value Stress Value (Badness of fit)
Stress value obtained: 0.00631
Stress value needed: 0.10 is fair (Malhotra & Dash 2011)
Squared Correlation Coefficient (Goodness of Fit) R square obtained 0.99970
R square needed: 0.6 or more (Malhotra & Dash 2011)
Measures of fit To determine the badness‐of‐fit between the hypothesized structure and the
original data, SPSS ALSCAL uses a loss function called S‐STRESS, which is derived from
the STRESS4 measure proposed by Kruskal (1964). When analyzing similarity data, S‐
STRESS Formula 1 should be chosen to fit the model
58
1. Vertical axis at the top is categorized as most preferred and most important. Utility falls
under this category for consumer’s ranking for importance when it comes to shopping online
post COVID.
2. Vertical axis at the bottom is labelled as Less preferred and more important. Aesthetics
falls under this category for consumer’s ranking for importance when it comes to shopping
online post COVID.
3. Horizontal axis on the left side is categorized as most preferred and lesser important. Safe
and hygienic packing and Quality comes under this category for consumer’s ranking for
importance when it comes to shopping online post COVID.
4. Horizontal axis on the right is labelled as less preferred and less important. After sales
service and Discounts falls under this category for consumer’s ranking for importance when
it comes to shopping online post COVID.
Std.
N Mean Deviation
Utility 101 3.109 2.1114
Safe and hygienic
101 3.218 1.5336
packaging
Quality 101 3.574 1.5450
59
Discounts 101 4.406 1.7331
After sales-service 101 4.545 1.3530
Aesthetics 101 5.178 1.4028
Exactly similar results can be interpreted from the Descriptive Statistics table where the
ranking has been done as following: Utility, Safe and hygienic packing, Quality, Discounts,
After Sales service and Aesthetics.
Above scatter plot shows that this is an almost linear model,

7. When it comes to shopping for furniture, rank your preferences
Factors (1) (2) (3) (4)

High quality furniture with high price and uniquely designed for
you
High quality furniture with average price but it is preset furniture

(no customization)
Lower quality with low price

More functionality with average price
60
From the descriptive statistics we can see that when it comes to shopping for furniture,
people prefer more functionality with average price followed by High quality furniture with
average price and then High quality furniture with high price. The least preferred choice is
Lower quality with low price.
N Mean Std. Deviation
More functionality with
101 2.069 1.2187
average price
High quality furniture with
101 2.168 .7625
average price
High quality furniture with
101 2.693 .9772
high price
Lower quality with low
101 3.129 1.1888
price
SECTION B
 To study the relation between consumer’s choice of interior themes and their
personality
To study the correlation between the 5 personality traits and 8 interior design themes,
Multinomial Logistic Regression has been used.
Multinomial logistic regression (often just called 'multinomial regression') is used to predict
a nominal dependent variable given one or more independent variables. It is sometimes
considered an extension of binomial logistic regression to allow for a dependent variable with
more than two categories. As with other types of regression, multinomial logistic regression
can have nominal and/or continuous independent variables and can have interactions between
independent variables to predict the dependent variable.
All the personality traits have been recoded as 0 and 1 based on their preferences, where
strongly agree and agree have been recoded as 1 and Neutral, Disagree and Strongly Disagree
have been coded as 0.
61
Preferences for all 8 interior design themes have been recorded from Strongly Disagree to
Strongly Agree. They have been recoded for MLR as following:
Strongly Disagree: 1
Disagree: 2
Neutral: 3
Agree: 4
Strongly Agree: 5
1. OPENNESS : describes the imaginative and creative aspect of human character.
 I am an imaginative and creative individual

 I am open to trying new things
Case Processing Summary

Marginal
N Percentage
Open2 .00 79 78.2%
1.00 22 21.8%
associate with personal Strongly
8 7.9%
memories or stories Disagree
Disagree 6 5.9%
Neutral 70 69.3%
Agree 1 1.0%
Strongly Agree 16 15.8%
antique accessories Strongly
6 5.9%
Disagree
Disagree 12 11.9%
Neutral 72 71.3%
Agree 3 3.0%
simple, airy and natural Strongly
7 6.9%
designs Disagree
Disagree 5 5.0%
Neutral 73 72.3%
Agree 5 5.0%
balance amongst Strongly
4 4.0%
colours, textures and Disagree
sizes Disagree 9 8.9%
Neutral 73 72.3%
Agree 5 5.0%
Disagree 4 4.0%
62
comfort, warmth and Neutral 79 78.2%
coziness above Agree 9 8.9%
efficiency Strongly Agree 9 8.9%
great value to simple Disagree 11 10.9%
and aesthetic designs Neutral 64 63.4%
includes shades of Strongly
3 3.0%
white and blue Disagree
Disagree 7 6.9%
Neutral 71 70.3%
Agree 3 3.0%
bold colors and Strongly
18 17.8%
unconventional pieces Disagree
of art Disagree 11 10.9%
Neutral 60 59.4%
Agree 4 4.0%
for unpolished raw Strongly
9 8.9%
wooden furniture of Disagree
darker tones Disagree 16 15.8%
Neutral 64 63.4%
Agree 3 3.0%
Valid 101 100.0%
Missing 0
Total 101
Subpopulation 57a
a. The dependent variable has only one value observed in 56
(98.2%) subpopulations.
1. Case Processing Summary
Step Summary
Model Fitting
Criteria Effect Selection Tests
-2 Log
Model Action Effect(s) Likelihood Chi-Squarea df Sig.
0 Entered Intercept 104.489 .
1 antiqueaccess
Entered 50.732 53.758 4 .000
ories
2 boldcolorsan
Entered dunconventio 26.669 24.062 4 .000
nalpiecesofart
63
3 simpleairyan
Entered dnaturaldesig 10.802 15.868 4 .003
ns
Stepwise Method: Forward Entry
a. The chi-square for entry is based on the likelihood ratio test.
N -N provides the number of observations fitting the description in the first column. For
example, the first two values give the number of observations for which the subject’s chose
the personality trait as Strongly Agree and Agree: Code 1, i.e 22 respondents and Neutral,
Disagree and Strongly Disagree as 0, i.e., 79 respondents.
Marginal Percentage – The marginal percentage lists the proportion of valid observations
found in each of the outcome variable’s groups. This can be calculated by dividing the N for
each group by the N for “Valid”. Of the 101 subjects with valid data, 8 strongly preferred
Vintage as an interior theme. Thus, the marginal percentage for this group is (8/101) * 100 =
7.9 %.
Valid – This indicates the number of observations in the dataset where the outcome variable
and all predictor variables are non-missing, which is 101
Missing – This indicates the number of observations in the dataset where data are missing
from the outcome variable or any of the predictor variables. Which is 0
Total – This indicates the total number of observations in the dataset–the sum of the number
of observations in which data are missing and the number of observations with valid data,
which is 101
Subpopulation – This indicates the number of subpopulations contained in the data. A

subpopulation of the data consists of one combination of the predictor variables specified for
the model. The footnote SPSS provides indicates how many of these combinations of the
predictor variables consist of records that all have the same value in the outcome variable. In
this case, there are 57 combinations of interior design and openness as a personality trait
that appear in the data and 56 of these combinations are composed of records with the same
preferred interior design theme.
2. Model Fitting Information
Model Fitting Information

Model Model Fitting Likelihood Ratio Tests
Criteria
64
-2 Log
Likelihood Chi-Square df Sig.
Intercept
104.489
Only
Final 10.802 93.688 12 .000
Model – This indicates the parameters of the model for which the model fit is calculated.
“Intercept Only” describes a model that does not control for any predictor variables and
simply fits an intercept to predict the outcome variable. “Final” describes a model that
includes the specified predictor variables and has been arrived at through an iterative process
that maximizes the log likelihood of the outcomes seen in the outcome variable. By including
the predictor variables and maximizing the log likelihood of the outcomes seen in the data,
the “Final” model should improve upon the “Intercept Only” model. This can be seen in the
differences in the -2(Log Likelihood) values associated with the models.
-2(Log Likelihood) – This is the product of -2 and the log likelihoods of the null model and
fitted “final” model. The likelihood of the model is used to test of whether all predictors’
regression coefficients in the model are simultaneously zero and in tests of nested models.
Chi-Square – This is the Likelihood Ratio (LR) Chi-Square test that at least one of the
predictors’ regression coefficient is not equal to zero in the model. The LR Chi-Square
statistic can be calculated by -2*L(null model) – (-2*L(fitted model)) = 365.736 – 332.641 =
33.095, where L(null model) is from the log likelihood with just the response variable in the
model (Intercept Only) and L(fitted model) is the log likelihood from the final iteration
(assuming the model converged) with all the parameters.
df – This indicates the degrees of freedom of the chi-square distribution used to test the LR
Chi-Sqare statistic and is defined by the number of predictors in the model (12 predictors in
two models).
Sig. – This is the probability getting a LR test statistic being as extreme as, or more so, than
the observed statistic under the null hypothesis; the null hypothesis is that all of the
regression coefficients in the model are equal to zero. In other words, this is the probability of
obtaining this chi-square statistic (93.688), or one more extreme, if there is in fact no effect
of the predictor variables.
This p-value is compared to a specified alpha level, our willingness to accept a type I error,
which is typically set at 0.05 or 0.01. The small p-value from the LR test <0.00001, would
lead us to conclude that at least one of the regression coefficients in the model is not equal to
zero. The parameter of the chi-square distribution used to test the null hypothesis is defined
by the degrees of freedom in the prior column.
3. Pseudo R-Square
65
Pseudo R-Square
Cox and Snell .604
Nagelkerke .931
McFadden .885
Pseudo R-Square – These are three pseudo R-squared values. Logistic regression does not
have an equivalent to the R-squared that is found in OLS regression; however, many people
have tried to come up with one. There are a wide variety of pseudo R-squared statistics
which can give contradictory conclusions. Because these statistics do not mean what R-
squared means in OLS regression (the proportion of variance of the response variable
explained by the predictors), we suggest interpreting them with great caution.
4. Parameter Estimates
Std. Error – These are the standard errors of the individual regression coefficients for the
two respective models estimated.
Wald – This is the Wald chi-square test that tests the null hypothesis that the estimate equals
0.
df – This column lists the degrees of freedom for each of the variables included in the
model. For each of these variables, the degree of freedom is 1.
66
Sig. – These are the p-values of the coefficients or the probability that, within a given model,
the null hypothesis that a particular predictor’s regression coefficient is zero given that the
rest of the predictors are in the model. They are based on the Wald test statistics of the
predictors, which can be calculated by dividing the square of the predictor’s estimate by the
square of its standard error. The probability that a particular Wald test statistic is as extreme
as, or more so, than what has been observed under the null hypothesis is defined by the p-
value and presented here. In multinomial logistic regression, the interpretation of a parameter
estimate’s significance is limited to the model in which the parameter estimate was
calculated.
Exp (B) – These are the odds ratios for the predictors. They are the exponentiation of the
coefficients. The odds ratio of a coefficient indicates how the risk of the outcome falling in
the comparison group compared to the risk of the outcome falling in the referent group
changes with the variable in question. An odds ratio > 1 indicates that the risk of the
outcome falling in the comparison group relative to the risk of the outcome falling in the
referent group increases as the variable increases. In other words, the comparison outcome is
more likely. An odds ratio < 1 indicates that the risk of the outcome falling in the
comparison group relative to the risk of the outcome falling in the referent group decreases as
the variable increases.
Japanese: If a subject were to increase her video score by one unit, the relative risk for
preferring Japanese interior theme would be expected to increase by a factor of 1 given the
other variables in the model are held constant.
Popart- If a subject were to increase her video score by one unit, the relative risk for
preferring Popart interior theme would be expected to increase by a factor of 1.135 given the
other variables in the model are held constant.
B – These are the estimated multinomial logistic regression coefficients for the models. An
important feature of the multinomial logit model is that it estimates k-1 models, where k is
the number of levels of the outcome variable. Since the parameter estimates are relative to the
referent group, the standard interpretation of the multinomial logit is that for a unit change in
the predictor variable, the logit of outcome m relative to the referent group is expected to
change by its respective parameter estimate (which is in log-odds units) given the variables in
the model are held constant.
95% Confidence Interval for Exp(B) – This is the Confidence Interval (CI) for an
individual multinomial odds ratio given the other predictors are in the model for
outcome m relative to the referent group. For a given predictor with a level of 95%
confidence, we’d say that we are 95% confident that the “true” population multinomial odds
ratio lies between the lower and upper limit of the interval for outcome m relative to the
referent group.
67
5. Likelihood Ratio
Likelihood Ratio Tests

Model Fitting
Criteria Likelihood Ratio Tests
-2 Log
Likelihood of
Reduced
Effect Model Chi-Square df Sig.
a
Intercept 10.802 .000 0 .
simpleairyandnaturalde
26.669 15.868 4 .003
signs
antiqueaccessories 44.778 33.977 4 .000
boldcolorsandunconven
37.612 26.811 4 .000
tionalpiecesofart
The chi-square statistic is the difference in -2 log-likelihoods between the
final model and a reduced model. The reduced model is formed by
omitting an effect from the final model. The null hypothesis is that all
parameters of that effect are 0.
a. This reduced model is equivalent to the final model because omitting
the effect does not increase the degrees of freedom.
The likelihood ratio chi-square of 93.688 with a p-value < 0.0001 tells us that our model as a
whole fits significantly better than an empty model (i.e., a model with no predictors)
With significant 0.05, Japanese, Vintage and Pop-art interior design themes are the ones
which have a strong relationship between the personality trait Openness.
2. CONSCIENTIOUSNESS: It determines to what level a person is organized and careful.
 I am an organized and systematic individual

 I strive to achieve my goal

Marginal
N Percentage
Conc2 .00 80 79.2%
1.00 21 20.8%
68
8 7.9%
Disagree 6 5.9%
Neutral 70 69.3%
Agree 1 1.0%
6 5.9%
Disagree
Disagree 12 11.9%
Neutral 72 71.3%
Agree 3 3.0%
7 6.9%
designs Disagree
Disagree 5 5.0%
Neutral 73 72.3%
Agree 5 5.0%
4 4.0%
Neutral 73 72.3%
Agree 5 5.0%
comfort, warmth and Disagree 4 4.0%
coziness above Neutral 79 78.2%
efficiency Agree 9 8.9%
3 3.0%
Disagree 7 6.9%
Neutral 71 70.3%
Agree 3 3.0%
18 17.8%
Neutral 60 59.4%
Agree 4 4.0%
9 8.9%
Neutral 64 63.4%
Agree 3 3.0%
69
Valid 101 100.0%
Missing 0
Total 101
Subpopulation 57a
Minimalistic as an interior theme. Thus, the marginal percentage for this group is (26/101) *
100 = 25.7 %.
Subpopulation – This indicates the number of subpopulations contained in the data. A

subpopulation of the data consists of one combination of the predictor variables specified for
the model. The footnote SPSS provides indicates how many of these combinations of the
predictor variables consist of records that all have the same value in the outcome variable. In
this case, there are 57 combinations of interior design and conscientiousness as a
personality trait that appear in the data and 56 of these combinations are composed of
records with the same preferred interior design theme.
Step Summary
Model Fitting
-2 Log
1 simpleairyan
Entered dnaturaldesig 63.795 34.669 4 .000
ns
2 greatvaluetosi
Entered mpleandaesth 40.470 23.325 2 .000
eticdesigns
70

Model Fitting
-2 Log
Model Likelihood Chi-Square df Sig.
Intercept
98.464
Only
Final 40.470 57.995 6 .000
This p-value is compared to a specified alpha level, our willingness to accept a type I error,
which is typically set at 0.05 or 0.01. The small p-value from the LR test <0.00001, would
lead us to conclude that at least one of the regression coefficients in the model is not equal to
zero. The parameter of the chi-square distribution used to test the null hypothesis is defined
by the degrees of freedom in the prior column.
3. Pseudo R-Square
Pseudo R-Square
Cox and Snell .437
Nagelkerke .682
McFadden .562
71
Exp(B) – These are the odds ratios for the predictors. They are the exponentiation of the
changes with the variable in question.
Minimalistic: If a subject were to increase her video score by one unit, the relative risk for
preferring Minimalistic interior theme would be expected to increase by a factor of 0.026
given the other variables in the model are held constant.
5. Likelihood Ratio

Model Fitting
-2 Log
Likelihood of
Reduced
a
Intercept 40.470 .000 0 .
simpleairyandnaturalde
88.583 48.113 4 .000
signs
72
greatvaluetosimpleanda
63.795 23.325 2 .000
estheticdesigns
With significant value less than 0.05, Japanese and Minimalistic interior design themes are
the ones which have a strong relationship between the personality trait
CONSCIENTIOUSNESS.
3. EXTROVERSION
 I enjoy meeting new people
 I seek excitement in the activities I pursue

Marginal
N Percentage
Ext1 .00 86 85.1%
1.00 15 14.9%
8 7.9%
Disagree 6 5.9%
Neutral 70 69.3%
Agree 1 1.0%
6 5.9%
Disagree
Disagree 12 11.9%
Neutral 72 71.3%
Agree 3 3.0%
73
7 6.9%
designs Disagree
Disagree 5 5.0%
Neutral 73 72.3%
Agree 5 5.0%
4 4.0%
Neutral 73 72.3%
Agree 5 5.0%
3 3.0%
Disagree 7 6.9%
Neutral 71 70.3%
Agree 3 3.0%
18 17.8%
Neutral 60 59.4%
Agree 4 4.0%
9 8.9%
Neutral 64 63.4%
Agree 3 3.0%
Valid 101 100.0%
Missing 0
Total 101
Subpopulation 57a
74
Shabby Chic as an interior theme. Thus, the marginal percentage for this group is (16/101) *
100 = 15.8 %.
Step Summary
Model Fitting
-2 Log
1 forunpolished
rawwoodenfu
Entered 55.177 27.491 4 .000
rnitureofdark
ertones
2 comfortwarm
thandcoziness
Entered 46.551 8.627 3 .035
aboveefficien
cy
3 associatewith
Entered personalmem 32.377 14.174 4 .007
oriesorstories

Model Fitting
-2 Log
Intercept
82.668
Only
Final 32.377 50.291 11 .000
3. Pseudo R-Square
Pseudo R-Square
Cox and Snell .392
Nagelkerke .690
75
McFadden .593
Exp(B) – These are the odds ratios for the predictors. They are the exponentiation of the
changes with the variable in question.
5. Likelihood Ratio

Model Fitting
-2 Log
Likelihood of
Reduced
a
Intercept 32.377 .000 0 .
forunpolishedrawwoode
38.418 6.041 4 .196
nfurnitureofdarkertones
76
comfortwarmthandcozi
50.853 18.476 3 .000
nessaboveefficiency
associatewithpersonalm
46.551 14.174 4 .007
emoriesorstories
With significant value less than 0.05, Rustic, Scandanavian and Shabby Chic interior design
themes are the ones which have a strong relationship between the personality trait
EXTROVERSION.
4. AGREEABLENESS
 I enjoy helping and contributing to the happiness of other people
 I empathise and care for others

Marginal
N Percentage
Ag1 .00 85 84.2%
1.00 16 15.8%
8 7.9%
Disagree 6 5.9%
Neutral 70 69.3%
Agree 1 1.0%
6 5.9%
Disagree
Disagree 12 11.9%
77
Neutral 72 71.3%
Agree 3 3.0%
7 6.9%
designs Disagree
Disagree 5 5.0%
Neutral 73 72.3%
Agree 5 5.0%
4 4.0%
Neutral 73 72.3%
Agree 5 5.0%
3 3.0%
Disagree 7 6.9%
Neutral 71 70.3%
Agree 3 3.0%
18 17.8%
Neutral 60 59.4%
Agree 4 4.0%
9 8.9%
Neutral 64 63.4%
Agree 3 3.0%
Valid 101 100.0%
Missing 0
Total 101
Subpopulation 57a
78
the personality trait as Strongly Agree and Agree: Code 1, i.e., 16 respondents and Neutral,
Minimalistic as an interior theme. Thus, the marginal percentage for this group is (26/101) *
100 = 25.7 %.
Step Summary
Model Fitting
-2 Log
1 greatvaluetosi
eticdesigns

Model Fitting
-2 Log
Intercept
88.281
Only
Final 34.646 53.634 2 .000
3. Pseudo R-Square
Pseudo R-Square
Cox and Snell .412
Nagelkerke .707
McFadden .608
79
5. Likelihood Ratio

Model Fitting
-2 Log
Likelihood of
Reduced
a
Intercept 34.646 .000 0 .
88.281 53.634 2 .000
estheticdesigns
whole fit significantly better than an empty model (i.e., a model with no predictors)
With significant value less than 0.05, Minimalistic interior design themes are the ones which
have a strong relationship between the personality trait AGREEABLENESS.
80
5. NEUROTICISM
 I experience dramatic shift in moods
 I am a self-conscious and anxious individual

Marginal
N Percentage
Neu1 .00 83 82.2%
1.00 18 17.8%
8 7.9%
Disagree 6 5.9%
Neutral 70 69.3%
Agree 1 1.0%
6 5.9%
Disagree
Disagree 12 11.9%
Neutral 72 71.3%
Agree 3 3.0%
7 6.9%
designs Disagree
Disagree 5 5.0%
Neutral 73 72.3%
Agree 5 5.0%
4 4.0%
Neutral 73 72.3%
Agree 5 5.0%
81
3 3.0%
Disagree 7 6.9%
Neutral 71 70.3%
Agree 3 3.0%
18 17.8%
Neutral 60 59.4%
Agree 4 4.0%
9 8.9%
Neutral 64 63.4%
Agree 3 3.0%
Valid 101 100.0%
Missing 0
Total 101
Subpopulation 57a
the personality trait as Strongly Agree and Agree: Code 1, i.e., 18 respondents and Neutral,
Contemporary as an interior theme. Thus, the marginal percentage for this group is (10/101)
* 100 = 9.9 %.
Step Summary
Model Fitting
-2 Log
1 balanceamon
Entered gstcolourstext 50.466 44.208 4 .000
uresandsizes
82
2 greatvaluetosi
eticdesigns

Model Fitting
-2 Log
Intercept
94.673
Only
Final 41.724 52.949 6 .000
3. Pseudo R-Square
Pseudo R-Square
Cox and Snell .408
Nagelkerke .671
McFadden .559
83
5. Likelihood Ratio

Model Fitting
-2 Log
Likelihood of
Reduced
a
Intercept 41.724 .000 0 .
balanceamongstcolourst
76.049 34.324 4 .000
exturesandsizes
50.466 8.741 2 .013
estheticdesigns
whole fit significantly better than an empty model (i.e., a model with no predictors)
With significant value less than 0.05, Contemporary and Minimalistic interior design themes
are the ones which have a strong relationship between the personality traits NEUROTICISM.
6. CONCLUSION
Home décor and furnishing industry in India has been evolving over the years. From simply
being an essential in houses to now it being a social and personality status, home décor and
furnishing industry has been growing at a great pace.
With growing online users, and home décor almost being a necessity, the furnishing industry
is also increasingly gaining online presence and establishing itself into the e-commerce
segment.
84
There is a major paradigm shift that has been observed especially in this industry. From the
business being majorly offline where consumers would come and shop products from
physical stores, the consumers are increasingly shifting to purchasing online. The concept of
touch and feel when it comes to furniture and stores was considered very important before
making a purchase. However, that mindset is changing rapidly.
Through this research paper, the aim was to study the shift in preference due to corona when
it comes to home décor and furnishing industry. Through the research it was found that home
décor is still considered to be an integral part of consumer’s lifestyle, more so since work
from home has now become the new way of living. It was observed that consumers have
however started comparing the cost of these products with its actual utility considering the
economic crisis. Moreover, with the risks involved in visiting the stores physically, more and
more consumers have now shifted to online purchases. Not only do they believe that it is a
safe option, they also seek online shopping for its variety and convenience. It was also found
that consumers would first seek information about the delivery norms to ensure safety and
then check the quality and the other aspects of the products. More importance is given to the
functionality and safety aspects than the aesthetic aspect of these products. Consumers also
showed their preference towards furniture and home décor products that could be easily
assembled and disassembles to avoid the hassle of calling a carpenter or a set up personnel
for the same.
Another objective of this research paper was to understand the relationship between the types
of personality an individual has with the theme they are likely to pick. The OCEAN
personality model was picked to understand the category of personality consumers belonged
to. The five personalities were openness, conscientiousness, extraversion, agreeableness and
neuroticism. Depending on the personality traits indicative from the primary research
conducted, the idea was to find the likely theme consumers would pick. The theme so
suggested were minimalistic, Scandinavian, pop art, vintage, contemporary, rustic, Japanese
and shabby chic. It was observed that most of the consumers believed that the furniture and
home décor at ones house reflected their personality. The need to upgrade their home décor
was observed amongst most of the respondents. Home décor and furniture was also seen to
be an integral part of people’s lifestyle.
The analysis finally indicated that people belonging to certain personality traits do indicate
certain thematic choices when it comes to home décor and furnishings. The relationship
between certain types of themes with the dominant personality traits was observed thus,
justifying our initial hypothesis of the objective.
With home décor and furnishing almost emerging as in important part of one’s social status
as well as personality, much attention is given to the way people decorate their houses. Given
an emotional process especially in India, home décor and furnishing industry has witness a
dramatic shift. Post covid more and more people are shifting to the online modes of
purchasing home décor which was something that didn’t happen in this industry due to the
lack of touch and feel. Further, with greater choices, variety as well as convenience the e-
commerce market for home décor and furnishing seems to be bright.
85
86
7. REFERENCES
10 popular home decor themes defined. (2020, october 2). Retrieved from the backstore:
https://www.thebackstore.com/blog/10-popular-home-decor-themes-defined/
anton, g. (30, october 2020). how can design desribe the personality of the owner. Retrieved
from my move: https://www.mymove.com/home-inspiration/decoration-design-
ideas/can-design-describe-personality-owner/
Bryant, K. (2020, october 1). what your home decor reveals about you. Retrieved from
readers digest: https://www.rd.com/list/what-your-home-decor-reveals-about-you/
cole, R. (2020, April 17). Five Ways COVID-19 Is Changing The Future Of Interior Design.
Retrieved from Forbes.com:
https://www.forbes.com/sites/reginacole/2020/04/17/five-ways-covid-19-is-changing-
the-future-of-interior-design/#71088b742ee2
Courtney E. Ackerman, M. (2020). Big Five Personality Traits: The OCEAN Model
Explained. positivepsychology.
eliot, A. (2020, June 15). Furniture today. Retrieved from Furniture today:
https://www.furnituretoday.com/e-commerce/e-commerce-ready-retailers-vendors-
stand-to-reap-the-benefits/
ET Retail. (2020, May 26). ET retail.com. Retrieved from Economis times:
https://retail.economictimes.indiatimes.com/news/industry/the-six-feet-
economy/75996328
interior design styles for every personality. (2020, october 2). Retrieved from livespace:
https://www.livspace.com/in/magazine/interior-design-styles-for-every-personality
japanese interior design. (2020, october 1). Retrieved from foyr:
https://foyr.com/learn/japanese-interior-design/
McCrae, R. R. (n.d.). An Introduction to the Five-Factor Model. Berkeley: University of
California at Berkeley.
minimalistic home design. (2020, october 2). Retrieved from sefastone:
https://sefastone.com/blogs/s/minimalist-home-design
ponder, n. (2020). consumer attitudes and buying behaviour for home furniture. mississippi:
franklin funiture institute. Retrieved from
http://www.ffi.msstate.edu/pdf/consumer_attitudes.pdf
87
scandinavian furniture style. (2020, october 3). Retrieved from hq desgins :
http://hqdesigns.de/en/interior-guide/scandinavian-furniture-style/
shabby chic inrerior desig style. (2020, october 1). Retrieved from small design ideas:
https://www.smalldesignideas.com/shabby-chic-interior-design-style.html
shashidhar, A. (2020, october 8). Furniture demand grows in COVID-19 era; Pepperfry,
Godrej Interio see tailwinds. Retrieved from Bussiness today:
https://www.businesstoday.in/search.jsp?searchword=Ajita-
Shashidhar&searchtype=text&searchphrase=exact&search_type=author
Soto, C. J. (2018). Big Five personality traits. . The SAGE encyclopedia of lifespan human
development , 240-241).
vida, I. (2009, March 1). Research gate. Retrieved from A Strategic Household Purchase:
Consumer House Buying Behavior:
https://www.researchgate.net/publication/227458004_A_Strategic_Household_Purch
ase_Consumer_House_Buying_Behavior
what is contemperory style in interior. (2020, october 2). Retrieved from trishna design
blogspot: https://trishnadesign.blogspot.com/2020/06/what-is-contemporary-style-in-
interior.html
WIGGINS, J. S. (1996 ). The Five-Factor Model. projects.ori.
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ANNEXURE
QUESTIONNAIRE
Dear Respondents,
Thank you for participating in this survey. The survey presented below is designed to study t
the consumer preference towards home decor and furnishings post Covid scenario This study
would like to examine the relation between consumer’s choice of interior themes and their
personality traits. Through this survey we hope to identify areas that have scope for
improvement and will help different home decor brands to cater to its customers better. You
are therefore requested to answer the questions below truthfully to the best of your ability and
understanding. The information provided by you is strictly confidential and will only be used
for research purposes.
PERSONAL INFORMATION
Name:
City:
Age:
Please tick the appropriate answer:
Gender: ( ) Male ; ( ) Female ; ( ) other ;
Occupation: ( ) student ; ( ) business ; ( ) service ; ( ) retired ; ( ) other
Annual family income: ( ) Below 10 Lakhs ; ( ) 10 -15 lakhs ; ( ) 15 lakhs and above
SECTION A
In this section, please show the extent to which you agree or disagree with the following
statements. (1-strongly disagree to 5-strongly agree).
89
2. What important information would you seek before making a furnishing purchase
post Covid19?

Disagree Agree
(2) (4)
(1) (3) (5)
I would compare the products cost
with its utility
I would pay special attention to
product specifications given in the
website
I would check buyers’ reviews both
for the product and delivery norms.
2. Are you willing to pay more for a home decor product if (please specify)?

Neutral
(3)
(1) (2) (4) (5)
The product is from the country
of origin I want
The product is friendly to
human health.
The product conforms to high
standards of durability
3. Post Covid19 how has your buying decision for home décor accessories altered?

Neutral
(3)
(1) (2) (4) (5)
I look for less-expensive products
to save money
I tend to rely on brands, I’ve
90
made purchases from
(washing, cleaning, polishing)
I buy less frequently
4. How strongly do you agree or disagree with the following statements, with respect to
future online shopping post Covid19?
Disagree Agree
(2) (4)
(1) (3) (5)
I would prefer shopping online
rather than visiting a store as it’s
risky.
The 24-hours operation attracts
me to shop online as it is
convenient.
I prefer shopping online because
of better prices and variety of
products.
5. How do you think furniture shopping scenario would look like post Covid19? (Yes/no
question)
Ye
Factors No
s
The purchases at physical stores would be lesser than online purchases
Shift in loyalty towards specific brand.
I prefer buying furniture that can be easily assembled and disassembled without
external help.
6. Rank in order of importance when it comes to shopping online post Covid19?
Factors (1) (2) (3) (4) (5) (6)
91
Discounts
After sales-service
Quality
Safe and hygienic packaging

Utility
Aesthetics
7. When it comes to shopping for furniture, rank your preferences.
Factors (1) (2) (3) (4)

High quality furniture with high price and uniquely designed for
you
High quality furniture with average price but it is preset furniture

(no customization)
Lower quality with low price
More functionality with average price
SECTION- B
1. Please show the extent to which you agree or disagree with the following statements. (1-
strongly disagree to 5-strongly agree).

Neutral
(3)
(1) (2) (4) (5)
A lot can be said about a person
from the furniture s/he owns
I value furniture as an important
part of my lifestyle.
The items I buy for my home are a
reflection of who I am
92
The design of my furniture reflects
my personality
I feel that it is important for me to
update my style by replacing my
furniture often

Neutral
(3)
(1) (2) (4) (5)
I am an imaginative and creative
individual
I am open to trying new things
I am an organized and systematic
individual
I strive to achieve my goal
I enjoy meeting new people
I seek excitement in the activities
I pursue
I enjoy helping and contributing
to the happiness of other people
I empathise and care for others
I experience dramatic shift in
moods
I am a self-conscious and anxious
individual

Disagree Agree
(2) (4)
(1) (3) (5)
I like to decorate my house with
93
items that associate with personal
memories or stories
I pick antique accessories for my
home décor
I value simple, airy and natural
designs
I prefer a balance amongst colours,
textures and sizes for interior
decoration
I prefer comfort, warmth and
coziness above efficiency while
choosing my home décor
I place a great value to simple and
aesthetic designs for my home
décor
My home décor includes shades of
white and blue
I like the usage of bold colors and
unconventional pieces of art for my
interior décor
I look for unpolished raw wooden

furniture of darker tones.
4. Rank in order of preference for home décor themes. (1 being the highest)
Themes (1) (2) (3) (4)
94
95
96
97

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SPG 1 ASSIGNMENT 1

Under the supervision of

Department of Fashion Management Studies

SR.NO CONTENTS PAGE NO

Current trends in the furniture industry:

Preference for retail interface

[ CITATION Cou20 \l 16393 ]

THE TRAIT NETWORK

 White: Can signify a clean and simple but organised homeowner.

A signature characteristic of shabby chic interior design is the prevalence of timeworn

5.2 DESCRIPTIVE STATISTICS

Strongly Neutra Strongly

Cost with Utility

Strongly Disagre Agre Strongly

Friendly to human health

High standards of durability

Strongly Neutra Strongly

Reduced physical store purchases

Easily assembled and disassembled

Strongly Disagre Agre Strongly

5.3 Hypothesis Testing

CHI SQUARE TEST- 2

CHI SQUARE TEST- 3

CHI SQUARE TEST- 4

CHI SQUARE TEST- 5

CHI SQUARE TEST- 9

5.4 Factor Analysis

KMO and Bartlett's Test

KMO and Bartlett's Test

b. Kaiser-Meyer-Olkin test: The Kaiser-Meyer-Olkin test [CITATION Kai70 \t \l 1033 ] is

c. Bartlett’s test of sphericity:

Total Variance Explained

e. The Scree plot

Rotated Component Matrixa

Table: Components extracted from factor analysis

Social and Utility factor Ease of use Lookout on Online shopping

h. Multidimensional Scaling (MDS)

Factors (1) (2) (3) (4) (5) (6)

Safe and hygienic packaging

Validation of the outcome

Above scatter plot shows that this is an almost linear model,

Factors (1) (2) (3) (4)

High quality furniture with average price but it is preset furniture

Lower quality with low price

1. OPENNESS : describes the imaginative and creative aspect of human character.

 I am an imaginative and creative individual

Case Processing Summary

1. Case Processing Summary

Subpopulation – This indicates the number of subpopulations contained in the data. A

2. Model Fitting Information

Model Fitting Information

Likelihood Ratio Tests

2. CONSCIENTIOUSNESS: It determines to what level a person is organized and careful.

 I am an organized and systematic individual

1. Case Processing Summary

Case Processing Summary

Subpopulation – This indicates the number of subpopulations contained in the data. A

Model Fitting Information

Likelihood Ratio Tests

 I enjoy meeting new people

 I seek excitement in the activities I pursue

1. Case Processing Summary

Case Processing Summary