To Study Effects of customer brand perceptions on store

image and purchase intention: An application in Apparel

Shopping

Submitted in partial fulfilment of the requirements

for
Post Graduate Diploma in Management (PGDM)

Submitted By
Priyanka Thakur
PG-16-056, 2016-2018

IES Management College and Research Centre

Bandra (W), Mumbai

i
 DECLARATION

I hereby declare that this report, submitted in partial fulfillment of the requirement for the award
for the Post Graduate Diploma in Management (PGDM), to IES Management College and
Research Centre is my original work and not used anywhere for award of any degree or diploma
or fellowship or for similar titles or prizes.

I further certify that without any objection or condition, subject to the permission of the company
where I did my summer project, I grant the rights to IES Management College and Research Centre
to publish any part of the project, if they deem fit in journals/Magazines and newspapers etc
without my permission.

Place: Mumbai

Date:

_______________
Signature
Priyanka Thakur
Post Graduate Diploma in Management (PGDM) PG-16-056

ii
 IES Management College and Research Centre
Mumbai

CERTIFICATE

This is to certify that project titled: To Study Effects of customer brand perceptions on store image and

purchase intention: An application in Apparel Shopping has been submitted by Ms Priyanka Thakur

towards partial fulfilment of the requirements of the PGDM / PGDM (HCPM) course 2016 - 2018 and has

been carried out by him / her under the guidance of Ms Ritu Sinha at the IES Management College and

Research Centre.

The matter presented in this report has not been submitted for any other purpose in this Institute.

_______________________ ___________________________

Guide: Director: Dr.Dinesh D. Harsolekar

Place: Place :

Date : Date :

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 Table of Contents

Page No.

Executive Summary …………5

CHAPTER 1 : 1 Introduction to the Industry ………….9

: 1.1 Introduction to the Project ………….18
: 1.3 Objectives ………….19
: 1.4 Methodology ………….20
: 1.5 Sampling Design and Sample Size ………….21
: 1.6 Limitations of the Report ………….22

CHAPTER 2 : 2 Literature review ………….24

CHAPTER 3 : 3 Analysis & Findings ………….36

CHAPTER 4 : 4 Conclusions & Recommendations ………….58

APPENDICES : A-1 Questionnaire …………..60
: Bibliography ………….. 65

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 Executive Summary

This study attempts to investigate effects of customer brand perceptions on store image and
purchase intention for Apparel shopping in Mumbai and Navi Mumbai. Study also focus on
the recent developments and challenges faced by Fashion retail stores in maintain their brand
image and growth of Apparel industry in the recent time as a whole. The study helps to
understand gradual background of the concepts of store image and consumer behaviour. The
other part of the study reveals what are the factors that impact purchase intension of potential
Apparel buyers towards Store Image and Brand image or brands available at stores.

The purpose of this study is to identify (sector-specific) store image attributes and evaluate the
strength and importance of the influence of each attribute on consumer purchasing decisions.
It examines the impact of various socioeconomic or demographic variables on consumers’
evaluation of various store image attributes. 140 consumers served as the convenient sample.
Using ANOVA and F-test analysis, the t-values for the attributes were not significant at either
the .05 or the .01 levels. The correlation between the demographic variables and the various
store image attributes were highly significant. This holds much importance for retailers in
today’s volatile marketplace and relates to the need for retailers to take into account the impact
of retail store image on brand perception and its relationship with store loyalty and purchase
intention.

Socioeconomic, or demographic, variables are the most popular basis for distinguishing
customer groups because consumer wants, preferences, and usage rates are generally associated
with such variables. As Doyle and Fenwick (1974) note, different socioeconomic groups
perceive stores differently and store image perception may be related to age and other
demographic factors. The various demographic factors considered included: gender, education,
occupation, and income.

The first section of this paper discusses the main elements of store image and positioning within
the literature. The second section goes on to describe and analyse the research undertaken on
the retail clothing industry in specifically at 4 Apparel Departmental Store (Shopper’s Stop,
Westside, Central and Pantaloons) in which a sample of 140 respondents were surveyed to
elicit the influence of demographic variables on consumers retail store image evaluation and

5
consumer brand perception on store image.

By identifying the attributes of their store image, retailers can create positioning strategies to
differentiate their store in terms of products, price, or services (Wortzel, 1987). The resulting
strong market position generally leads to greater customer inflow and subsequently to
profitability. Therefore, changes in customer preferences must be identified to formulate
matching retail strategies.

The collected data is analysed using regression analysis. Eight store attributes are taken as
independent variables and four demographic variables as dependent variables. The data is
further subjected to one-way ANOVA and F-test. “t-values” for the attributes were used to
assess the significance at both .05 and .01 levels. The data analysis shows that the respondents
placed more importance on price followed by fashion and style. As regards to other dependent
variables, gender has not shown any significance. Age showed some significance. The current
study identifies income as the most significant attribute in the selected factors. This will help
the retailers across these stores to design their strategies and other store related attributes to
create brand perception and sustain customer loyalty.

Since brand image conveys information about the quality of product/service, price-quality
matching cues, and recalls of service quality, brands sold in the store build a unique
understanding and perception of store image in the minds of consumers which then turns in to
repetitive purchase behaviour. Therefore, it is essential for the store to identify itself with the
right combination of brands it sells and/or with private label brands it offers to consumers. The
finding from this study may imply high brand consciousness of relatively young respondents
in the sample and brand image plays an important role in their buying decisions. Pricing,
another fundamental domain used in store retailing, refers value for money and differentiates
consumers in segments (Rezaei, 2015). Price-concious consumers make their judgments taking
prices as reference points (Tarnanidis et al., 2015) among other referents. Consumers’
perception on benefits stemming from an appropriate quality-price or brand-price alignment
will increase intention to buy. In the study, research findings approving links between price
image and store image and purchase intention give evidence about the price consciousness of
respondents in their apparel consumption. Perceived risk of product, finance and quality have
been studied since 1970s in understanding consumer behaviour (Liljander, 2009). The study

6
findings indicated that perceived risk by shoppers in apparel retailing is still a prevailing issue.
Risk perception of consumers have been found to be negatively related with store image and
purchase intention implying the willingness of consumers to avoid risks involved in shopping
in the store. Considering the shift toward online shopping and substantial increase in internet-
based shopping witnessed in recent years, the risks involved will continue to take attention of
both reactionaries and academics in the coming years. Mediating effect of store image on the
relationship between risk perception and purchase intention was another finding of the study
consistent with literature (e.g., Liljander et al, 2009). The finding implies price fairness and
pricing policy improves store image and then purchase intention.

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 1. Chapter 1
1.1. Introduction to the Industry
Organised retailing in India has undergone remarkable growth in last decade owing to
favourable demographics, growing consumer aspirations and brand consciousness.
Correspondingly, the fashion category has also undergone profound transformation over the
years in terms of type and positioning of brands, formats, products and emergence of new
players. The depth and variety of fashion brands have taken a quantum leap in shopping malls
across all the sub-categories including apparel, footwear bags and accessories. Fashion retailers
not only expanded in metros but have also moved into Tier 2 and 3 cities as organised retail
spaces started mushrooming up in smaller towns.
Owing to changing market dynamics and growing popularity of online retailing, fashion
retailers have become more adept and flexible in their business models. More and more retailers
are adopting multi-channel retailing so as to provide a seamless shopping experience.
The liberalisation of India’s retail FDI policy has further provided impetus for the entry of
some popular international fashion brands and fast fashion retailers. In year 2015, global
fashion brands such as GAP and H&M entered India in order to capitalise the growing
consumption and market potential here.

Fashion – Moving With The Times

Indian fashion brands are constantly reinventing themselves to evolve with the increasingly
competitive retail landscape. There is now an increasing emphasis on productivity when it
comes to the revenue generated per square foot in physical stores. Therefore, fashion brands
are reviewing their store networks and undertaking conducting structured research when it
comes to location, rentals and sales generation.
In the last decade, there has been a manifold increase in the number of malls, but the quality
retail real estate space is still quite limited. Therefore, fashion retailers are currently not only
competing for consumer wallet share but also for prime real estate space due to the shortage of
quality retail real estate developments in India. Demand for right quality retail spaces in the
right locations has increased significantly in recent times.
Across Indian shopping malls, there has a significant rise in the number of retailers in the
premium and high-end fashion segments over the last decade. However, it has become more
important than ever before for retailers to understand the need for customisation of product
offerings and formats across different micro-markets.
No Scope for Cookie-Cutter Approach
We have seen that what works in a shopping mall in one region may not work in another.
Within the fashion segment, there are also variations in type and positioning of brands across
various malls depending upon the location and catchment. In other words, the real estate
strategies of fashion retailers are customised according to micro-markets, taking into account
the shopping preferences of the potential shoppers.

8
In order to cater to aspirational and discerning consumers, newer formats that integrate
technology and improved shopper experience have been conceptualised. Retailers have
become more relationship and experience-focused, as opposed to being purely business-
oriented. More efficiency, adoption of technology and increased in-store engagement has
become the mantra for success.
Currently, the fashion category occupies 45-60% of mall spaces in India. The past few years
have seen the emergence of national-level women ethnic and fusion wear brands which are
expanding aggressively across the country. Western wear brands, including fast fashion and
casual wear, are also expanding rapidly due to increasing demand by consumers.

Apparel Retail Pyramid

Fashion Retail: Key Trends
 The key trends witnessed in the fashion category over the years include:
 Increasing number of brands in the premium fashion category
 Entry of newer global brands and fast fashion retailers in India, and subsequently
growing demand for quality Grade A retail real estate space
 Emergence of fast fashion retailers as anchors in malls
 Introduction of newer formats and the adoption of technology by fashion retailers
 Growing prominence of western wear and fusion wear
 Customisation of retailers’ real estate strategies for different micro markets
 Increasing competition necessitating regular evaluation of brands’ performances by
shopping malls
 Regular churn in prime shopping malls to accommodate newer global and high
performing brands

The Future
Fashion retailers will continue to command a prominent presence in Indian shopping malls. It
is expected that more fashion brands will open ‘experience stores’ and newer formats, and
strengthen their footprints across the country.

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Established fashion retailers will look for opportunities in secondary and tertiary cities in order
to grow further. National fashion retailers are expected to innovate and come up with newer
formats to sustain in the highly competitive market environment. Interactive and enhanced
consumer experience will be the key for success for fashion retailers. The Indian fashion retail
market is open for greater brand assortment, but requires customised approaches as each market
is unique with different requirements and preferences. Going forward, there will be more
investments by international retailers to expand their networks to maximize profitability. Indian
economy, one of the fastest growing economies of the world, is witnessing major shifts in
consumer preferences. Increasing disposable income, brand awareness and increasing tech-
savvy millennial population are the driving factors of corporatized retail within the country.
Overall, Indian retail scenario has shown sustainable long-term growth compared to other
developing economies.
The Indian retail market was worth Rs 41,66,500 crore (US $641 billion) in 2016 and is
expected to reach Rs 1,02,50,500 crore (US $1,576 billion) by 2026, growing at a Compound
Annual Growth Rate (CAGR) of 10 per cent. It is envisaged that the current fashion retail
market worth Rs 2,97,091 crore (US $46 billion) will grow at a promising CAGR of 9.7 per
cent to reach Rs 7,48,398 crore (US $115 billion) by 2026.

10
Indian apparel industry which is the second largest contributor in the retail industry after food
and grocery is seeing some major shifts. Entry of international brands, changes in preferences
from non-branded to branded, the fast growing economy, large young consuming population
in the country has made India a highly lucrative market. India has the world’s largest youth
population, which is becoming fashion conscious owing to mass media and social media
penetration. This has opened unprecedented retail market opportunities. The promising growth
rate of 9.7 per cent makes the Indian fashion industry prominent in the retail sector. With a
GDP growth rate of 7 per cent, India has an edge over developed markets of the US, Europe
and Japan which are expected to grow at a rate of 2-3 per cent. Favourable trade policies and
increased penetration of organised retail among other factors contribute in making Indian
fashion industry attractive for investors.
Within the retail categories, apparel retail has demonstrated comparatively high receptivity
towards corporatized retail. High penetration of corporatized retail in apparel has also paved
the way to introduce more formal and systematic processes and procedures in operations,
procurement and distribution. As a consequence, apparel retail market has managed to harness
the advantages offered by modern management concepts leading to improved product offering,
better customer management and scientific supply chain management techniques. It is expected
that apparel retail will continue to witness deeper penetration of corporatized retail beyond the
major urban clusters and the increase in the demand of branded products.
Intersegment Analysis
The Indian apparel market can be broadly classified into men’s wear, women’s wear and kids
wear. Currently, men’s wear holds major share in the apparel market. It accounts for 41 per
cent of the total market. Women’s wear contributes almost 38 per cent, while kids wear
contributes 21 per cent of the market. It is estimated that over the next decade women’s wear
and kids wear will demonstrate high CAGR of 9.9 and 10.5 per cent respectively, resulting in
rise in market share of these categories. Both, men’s wear and women’s wear is expected to
contribute 39 per cent each to the total market in 2026, with kids wear accounting for the rest
22 per cent.
Men’s wear
With the market size of Rs 1,24,423 crore (US $19 billion), men’s wear is the largest segment
in apparel market and is expected to grow at a CAGR of 9 per cent for next 10 years to reach
Rs 2,95,795 crore (US $45.5 billion) by 2026. The various product categories of men’s wear
segment include shirts, trousers, suits, winter wear, t-shirts, denim, daily wear, active wear,
ethnic, innerwear, etc. Shirts are the single largest category in men’s wear, followed by trousers
and denim.
In recent years, denim, active wear and t-shirts have shown promising growth and are expected
to grow at high CAGRs of 14 per cent, 14 per cent and 12 per cent respectively, owing to
changing preference of the consumers. While denim and t-shirts have matured as categories
and have shown a consistent growth over a considerable period of time, active wear has recently
evolved and has high growth potential. This is due to the boom in fitness and healthcare. In
addition, the consumers in India have evolved and now understand that clothing for fitness is
different from everyday clothing. These factors contribute to high growth projections of 14 per

11
cent over the next decade. The growth in this category is not just restricted to metros and Tier
-I cities and has shown growth in Tier –II and –III cities as well.
The acceptance of smart casuals in corporate has boosted growth of western wear among
working professionals. Formal wear is not restricted only to shirts and trousers but has a wide
range of other options such as smart jackets, brightly coloured or patterned shirts
complemented with loafers, etc.
Men’s denim wear is expected to grow at a rate of 14 per cent per year. The young population
of the country is the key demand driver of this segment. Due to rise in media penetration in the
country and global fashion awareness among youth, a shift in consumer’s choice of denim wear
has been witnessed in the country. Penetration of international brands in denim has provided
consumers with ample product options.

Women’s wear
The women’s wear market in India contributes 38 per cent of the total apparel industry. It is
estimated to be worth Rs 1,11,467 crore (US $17.5 billion in 2016) and is expected to grow at
a CAGR of 9.9 per cent to reach Rs 2,86,456 crore (US $44 billion in 2026). Globalization
coupled with fast fashion has resulted in awareness on fashion trends and styling. Further, the
increase in number of working women has fuelled the women’s wear market. The demand is
expected for western wear, fusion wear and occasion specific ethnic wear. Women’s wear in
India comprises of ethnic wear, western wear, Indo-western, innerwear, etc. Ethnic wear is the
single biggest category in women’s wear segment with a share of 66 per cent. In ethnic wear,
the saree is perhaps the most common traditional Indian dress for women and has a market of
Rs 37,837 crore. It is expected to grow at a CAGR of 5 per cent and reach Rs 61,632 crore by
2026. Though a market shift is expected from saree to salwar kameez and western wear in

12
urban and semi-urban markets, saree will still remain as the predominant category among
elderly and middle aged women across urban and rural India.
Salwar kameez is another dominating category in ethnic wear, especially among the working
women because of its comfort level. With a market share of Rs 35,804 crore, it is expected to
grow at a CAGR of 12 per cent to reach Rs 1,11,203 crore by 2026. But, it has started facing
stiff competition from the western wear owing to increased number of working women in the
country, especially in urban areas. The increased competition from western wear has resulted
in a new category — Indo-western (fusion-wear).
The innerwear category is another promising category in the women’s wear market. It is
growing at a CAGR of 14 per cent and is expected to reach Rs 60,277 crore in 2026 from the
current market size of Rs 16,259 crore. Branded innerwear presently contributes about 35- 40
per cent of the total women’s innerwear market and is expected to reach to 40-45 per cent in
2020.
Denim is another high growth category among women’s wear and is expected to grow by a
promising rate of 17.5 per cent for the next ten years to become a market of Rs 10,209 crore
from Rs 2,035 crore currently. Initially, the denim brands used to focus primarily on men, but
with the change in the demand and preferences of women, they started catering to women
consumers as well. Stretch denims have seen a huge demand among women.
Women’s t-shirts and tops categories are also growing fast owing to generic inclination for
western wear categories. The women tops and shirts market is of Rs 2,236 crore and is expected
to grow at a CAGR of 14 per cent to reach Rs 8,291 crore by 2026. The women’s t-shirts market
of Rs 933 crore is growing in tandem with the growth of other casual wear categories and is
expected to grow at a CAGR of 17 per cent to reach Rs 4,484 crore by 2026.

Kidswear
The kidswear segment is one of the fastest growing segments in the Indian apparel market. The
Indian kids wear market in 2016 was estimated to be worth Rs 61,201 crore and accounted for
21 per cent of the total apparel market of the country. It is expected to grow at a CAGR of 10.5

13
per cent to reach Rs 1,66,147 crore by 2026. With such market potential, a number of national
and international players have entered this segment. India, being one of the youngest nations
in the world with 29 per cent of its population less than 14 years is a lucrative market. The
competition between the new entrants and existing players has ultimately benefited the Indian
consumers as the firms have shifted their focus to improve the quality while reducing costs at
the same time.
Awareness about latest kidswear is not only limited to metro cities but it is widespread among
Tier -II and -III cities also due to access to various media such as televisions, smart phones,
movies etc. With growing disposable income, exposure to global fashion trends and entrance
of foreign brands in the country – spending on kidswear by Indian populace has increased. The
kids wear market can be categorised into boy’s wear and girl’s wear.
Boy’s wear
The Indian kidswear market is slightly skewed towards boy’s wear which accounts for 51 per
cent of the total kidswear market. In 2016, boy’s wear was estimated to be worth Rs 31,552
crore and is expected to grow at a CAGR of 10.3 per cent and reach Rs 84,678 crore by 2026.
The various categories among boy’s wear are t-shirts, denims, bottom wear, ethnic, winter wear
and uniforms. Uniforms, t-shirts and bottom wear are the dominating categories among boy’s
wear. They together contribute around 78 per cent of the total boy’s wear market. However, t-
shirts and denims are considered high growth potential categories in the segment with a CAGR
of 12 per cent and 15 per cent respectively. The increased fashion awareness among kids has
made western wear such as denims and t-shirts popular.
Girl’s wear
Girl’s wear market, which accounts for remaining 49 per cent of the kidswear market,
comprises of bottom wear, ethnics, t-shirts, denims, dresses, winter wear and uniforms. Like
boy’s wear, uniforms are the dominating category among girl’s wear as well. It is worth Rs
9,013 crore and is expected to grow at a CAGR of 11 per cent to reach Rs 25,591 crore by
2026. Another dominant category in this segment is ethnic wear, which comprises 23 per cent
of the girl’s wear market. But, a major shift has been seen in trend among girls wear in recent
years. Western wear categories such as denims and t-shirts are growing faster than traditional
categories. These categories are expected to register CAGRs of 16 per cent and 14 per cent
respectively.

Region-Wise Distribution of Apparel Market

Demand for various apparel categories varies substantially across the country. The urban
market that mainly comprises of metro cities such as Delhi/ NCR, Mumbai, Bengaluru,
Chennai, etc., are the biggest markets for apparel in India and contribute 23 per cent to the
Indian apparel market. Considering the fact that almost 70 per cent of the population resides in
villages, the major contribution of urban cities to the apparel market indicates the higher
purchasing power of the people in urban cities, their frequency of purchases and tendency to
purchase premium and quality products. The metro cities house almost all the big national and
international brands, driven by the well informed and employed population. The metros also
witness huge penetration of women’s western wear as compared to Tier -I or Tier -II cities of

14
the country. The well informed and trend conscious female customer base has led to deeper
penetration of brands and private labels in the metros.
But lately, many global brands have started penetrating into Tier -I and -II cities, while
domestic brands are also strengthening their position in these markets. Many fashion retailers
and apparel brands have already established themselves in smaller cities. High real estate costs,
competition among branded players and saturation in metro cities of the country have made
big brands to move towards the smaller cities of the country. The increasing purchasing
capacity and awareness of fashion and trend in small cities has resulted in providing a huge
market to the organised players of the country. The rural apparel market in India is still
primarily catered by unbranded and unorganised local players. Need based clothing and price
sensitivity among people of rural India does not make it a lucrative market for branded players.

Price Segmentation of Apparel Market

The apparel market can be broadly divided into super premium, premium, medium, economy
and low price segments. The medium price segment holds majority of the share among apparel
segment by holding 29 per cent followed by economy which holds 28 per cent of the share of
the apparel market of the country. The price sensitive rural population forms a major chunk of
54 per cent of the low and economy price segments of apparel market.
Customers across income groups purchase medium priced apparel at varying frequencies.
Sometimes the customers of the premium and super premium segment wish to trade down to
medium segment while in some other cases the low income customer prefers to trade up to
medium segment depending on the requirement of the attire and look. Many Indian consumers
of the medium income level prefer medium price segments as it offers the assurance of certain
minimum quality standards at a reasonable and affordable price.
The super-premium and premium price categories are value driven categories and the product
offerings of these segments come from established brands.

Select Trends of Indian Apparel Market

In India’s high-growth, fast-changing retail apparel market, with significant new growth
opportunities for both foreign and domestic players. As a result of it, Indian apparel industry is
witnessing some specific trends.

 Sustainable and eco-friendly manufacturing

As the country is confronted with pollution issues, it has become adopt eco-friendly strategies.
The industry is focusing on reducing water consumption and techniques to avoid usage of
organic colours in apparel manufacturing. Consumers are sensitive and are increasingly getting
aware about environmental issues, resulting in growing inclination towards eco-friendly and
organic apparels. Brands/ private labels have started catering to this market especially in babies,
kidswear and premium adult wear category segments.

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  Increased inclination towards smart garments
With technological penetration in everyone’s lives, garments too are witnessing some major
up-gradation in technology. After smart phones, smart televisions, smart watches, etc., ‘smart
shirts’ have emerged as a new trend in apparel industry. Companies are trying to woo the
customers by providing smart shirts to the growing tech freak population of the country.
Right now, the wearable technology market mainly consists of wearable devices such as fitness
bands, smart watches etc. But, recently there has been a shift towards smart garments among
premium and luxury customers.
 Smart casuals
Corporate dressing these days is not restricted to strict formal wears in pastel colours and
minimal designs but has gone under a transition. In women’s wear the concept of smart casuals
has carefully replaced traditional formal wear such as sarees, western formals and salwar-
kameez. Increasing inclusion of smart casuals or semi-formals has resulted in acceptance of
chinos and other relaxed trousers along with half sleeved shirts or t-shirts.

 Continued rise of ‘organised retail’

The Indian fashion retail industry is transforming rapidly and is seeing shift from unorganised
to organised retail. The transformation is due to increase in income, increased penetration of
branded wear in country and awareness of fashion trends among consumers But, nowadays
couture is not limited to metros only. Tier -II cities and semi-urban cities have emerged as huge
potential markets for these organised players. Penetration of organised retail chains has
contributed to the growth of apparel market in these markets. Market expansion in non-metros
seems an lucrative opportunity for domestic and international brands. Once considered value
conscious consumers of Tier -II cities are now open to spend more on fashion and look good.
Apparel retail in non-metros is growing exponentially due to which more brands are entering
hinterlands.

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  Apparel sales in e-commerce
Online shopping in India is not a new phenomenon anymore, although it is in nascent stage but
blooming very rapidly. E-commerce has grown in recent years and has touched every person’s
life. It has played a very vital role in bridging the gap between consumers residing in Tier -II
and Tier -II cities and premium wear sellers. It has made availability of premium brands in
semi urban areas where these brands have no retail outlets.
In India, e-commerce portals and marketplaces have established themselves by providing huge
discounts to lure customers thus changing the consumers’ mindset and providing wider range
of products to choose from. According to Technopak Analysis, currently there are 431 million
Internet users which is expected to reach 750 million by 2026. Cash crunch due to
demonetisation along with improvement in net banking facilities will fuel the growth of e-
commerce in the country. The government’s initiatives to develop cash less, inclusive and
digital citizens has provided further boost to e-commerce industry. The e-tailers have started
launching their private fashion labels to increase their profit margins.

Challenges for Fashion Retail in India

Despite of growing at a promising rate, Indian fashion retail is facing its own challenges. Some
of the major challenges faced by fashion industry in the country are as follows:

Infrastructural bottlenecks and efficiency

Indian fashion retail industry faces challenge of inadequate infrastructure such as poor
conditions of roads, highways etc., which results in becoming roadblock in growth of apparel
fashion industry. India, to grow to its fullest potential, would have to invest heavily in
infrastructure such as proper connectivity of roads, inland waterways, etc.
According to World Bank’s Logistics Performance Index 2016, India ranks at 35 when
compared to 160 countries. It scored 3.42 on a scale of 5, thus showing a huge scope of
improvement in infrastructure which is a major hurdle in logistics of the apparel industry.
Changing consumer behaviour
In today’s business environment, consumer is the king. It has become imperative for the
manufacturers to cater to the consumers according to their taste and preference. With mass
media penetration and growing disposable income, Indian consumers have become more
demanding and adaptable to change in fashion. With the rapidly changing profile of consumers,
it has become challenging for retailers to keep up with shifting shopping demands. Shoppers
today are well informed about fashion trends and demand accordingly. Thus, it becomes
challenging for retailers to cater their customers with constant change in preferences.

17
 1.2. Introduction to the Project
Purchase intention for apparel products in retail stores has taken attention in the last decades
since the sector has been growing rapidly. The aim of this study is to investigate the effects of
price image, brand image and perceived risk on store image and purchase intention of
consumers in apparel sector. The study also examines the mediating effect of store image on
the relationship. The data was gathered through questionnaire distributed in face to face
interviews. The findings of the research which was conducted on 146 retailer shoppers
supported direct effect of price image, brand image and perceived risk on purchase intention.
There has been also empirical evidence regarding mediating effect of store image on the
relationship between price image and risk perception and purchase intention. This study
explores the effects of brand image, price image and perceived risk on store image and purchase
intention. First, the concepts are introduced and theoretical background is provided. Upon the
theory, hypotheses are developed. In the second part, research methodology including sample
and data collection and measures is described. Lastly, findings are given and discussed in
addition to limitations and academic implications.
This study explores the effects of brand image, price image and perceived risk on store image
and purchase intention. First, the concepts are introduced and theoretical background is
provided. Upon the theory, hypotheses are developed. In the second part, research methodology
including sample and data collection and measures is described. Lastly, findings are given and
discussed in addition to limitations and academic implications.

1.3. Objectives

 To Study Effects of customer brand perceptions on store image and purchase intention
in apparel shopping

Primary Objectives of the Project

 To understand the gradual background of the concepts of store image and consumer
behaviour

 To understand the dimensions of store image

 To explore the influence of store image on consumer behaviour

Secondary objectives of the Project

 Price image has a positive effect on store image perceptions

 Brand image has a positive effect on store image perception.

18
  Price image has a positive and direct effect on purchase intention of the consumers

 Perceived risk has a negative and direct impact on purchase intention of the consumers

 Brand image has a positive and direct impact on purchase intention of the consumers

 Perceived risk has a negative effect on store image perception

 Store image has a positive effect on purchase intention of the consumers

 Store image has a mediating effect on the relationship with purchase intention

1.4. Methodology
Research in common parlance refers to a search for knowledge. Once can also define research
as a scientific and systematic search for pertinent information on a specific topic. In fact,
research is an art of scientific investigation.
Research is an academic activity and as such the term should be used in a technical sense.
According to Clifford Woody research comprises defining and redefining problems,
formulating hypothesis or suggested solutions; collecting, organising and evaluating data;
making deductions and reaching conclusions; and at last carefully testing the conclusions to
determine whether they fit the formulating hypothesis.
Research methodology is a way to systematically solve the research problem. It may be
understood as a science of studying how research is done scientifically. In it we study the
various steps that are generally adopted by a researcher in studying his research problem along
with the logic behind them. It is necessary for the researcher to know not only the research
methods/techniques but also the methodology. Researchers not only need to know how to
develop certain indices or tests, how to calculate the mean, the mode, the median or the standard
deviation or chi-square, how to apply particular research techniques, but they also need to know
which of these methods or techniques, are relevant and which are not, and what would they
mean and indicate and why.

Objectives of Research
The purpose of research is to discover answers to questions through the application of scientific
procedures. The main aim of research is to find out the truth which is hidden and which has not
been discovered as yet. Though each research study has its own specific purpose, we may think
of research objectives as falling into a number of following broad groupings:

1. To gain familiarity with a phenomenon or to achieve new insights into it (studies with this
object in view are termed as exploratory or formulative research studies);

19
2. To portray accurately the characteristics of a particular individual, situation or a group
(studies with this object in view are known as descriptive research studies);

3. To determine the frequency with which something occurs or with which it is associated with
something else (studies with this object in view are known as diagnostic research studies);

4 .To test a hypothesis of a causal relationship between variables (such studies are known as
hypothesis-testing research studies).

Types of Research
The basic types of research are as follows:

Descriptive
Descriptive research includes surveys and fact-finding enquiries of different kinds. The major
purpose of descriptive research is description of the state of affairs as it exists at present.

Analytical
In analytical research, the researcher has to use facts or information already available, and
analyse these to make a critical evaluation of the material.

Applied
Applied research aims at finding a solution for an immediate problem facing a society or an
industrial/business organisation. Facing a concrete social or business problem is an example of
applied research.

Basic
Gathering knowledge for knowledge’s sake is termed ‘pure’ or ‘basic’ research.

Fundamental
The fundamental research is mainly concerned with generalisations and with the formulation
of a theory. Research studies, concerning human behaviour carried on with a view to make
generalisations about human behaviour, are also examples of fundamental research, but
research aimed at certain conclusions.

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Quantitative
Quantitative research is based on the measurement of quantity or amount. It is applicable to
phenomena that can be expressed in terms of quantity. It involves the generation of data in
quantitative form which can be subjected to rigorous quantitative analysis in a formal and rigid
fashion.

Qualitative
Qualitative research, on the other hand, is concerned with qualitative phenomenon, i.e.,
phenomena relating to or involving quality or kind. For instance, when we are interested in
investigating the reasons for human behaviour (i.e., why people think or do certain things).
Qualitative approach to research is concerned with subjective assessment of attitudes, opinions
and behaviour. Research in such a situation is a function of researcher’s insights and
impressions. Such an approach to research generates results either in non-quantitative form or
in the form which are not subjected to rigorous quantitative analysis. Generally, the techniques
of focus group interviews, projective techniques and depth interviews are used.

Conceptual
Conceptual research is that related to some abstract idea(s) or theory. It is generally used by
philosophers and thinkers to develop new concepts or to reinterpret existing ones.

Empirical
An empirical research relies on experience or observation alone, often without due regard for
system and theory. It is data-based research, coming up with conclusions which are capable of
being verified by observation or experiment.

For this project the methodology used were;

The methodology used for this study was secondary literature survey. The study was based on
compiling studies conducted so far on store image and consumer behaviour. In reviewing the
literature, both theoretical and empirical studies were taken into consideration.
This analysis clearly falls in to the category of Qualitative Research as it aims to get a deeper
understanding of the gradual background of the concepts of store image and consumer
behaviour and how different dimensions of store image influenced consume behaviour.
Secondary data were collected through content analysis from various published sources
including books, online journals, newspapers, magazines, and reports. All the secondary data
were collected during the 1st and 2nd week of April 2018.

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Factor Analysis
We used SPSS software for the evaluation of our data. Factor analysis, correlation, reliability
tests, the means of the variable and regression analysis were used to analyse the relationships
between variables of the research model. Varimax rotational, exploratory factor analysis in
SPSS software has been used to evaluate factor structure for the variables. KMO (0,852) and
significance value (p=0.00) shows that our sample is suitable for the hypothesis analysis.
Since some items were below 0.45 or were having collinearity with more than one factor, and
some factors contains one item, it is continued to perform factor analysing by removing the
items one by one till the obtained ideal table.
We used the Cronbach’s Alpha to estimate reliability for scales. Each scale had satisfactory
reliability with Cronbach's Alpha above 0.70. Table 1 provides the means, standard deviations
and correlations for the variables used in the study.
Reliabilities are located along the diagonal of the correlation matrix. According to correlation
analysis, all variables are correlated with each other as expected.

1.5. Sampling Design & Sample Size:

A survey was designed to obtain consumers’ purchase intention of apparel store brands. A
questionnaire was developed and applied to Shoppers at different locations in Mumbai and
Navi Mumbai.. The respondents were chosen among apparel retail shoppers. The questionnaire
consisted of questions related to the constructs and measures needed in the study. In order to
test the proposed hypotheses, one hundred and forty responses from Mumbai and Navi
Mumbai. Suburbs were surveyed. The data were gathered through the use of questionnaires
distributed face to face interviews. All of the participants had bachelor's degree or post graduate
degree at the time when the data collected. Almost most of the respondents were employed in
full-time positions at various sectors. The age of majority of the respondents was between 25-
35 years. The questionnaire was prepared following an exhaustive literature review and all
constructs were measured with existing scales. All items were measured on a five point Likert-
type scale where 1=strongly agree to 5=Strongly disagree.

Measures
All measures were adopted from existing literature in the field.
 Price image: Price image was measured using six items adapted from Diallo (2012) and
Kukar-Kinney et al. (2007). An example item is "I believe the store offers low price
guarantee ".

 Brand image: Brand image was adopted from Wu et al.,(2011) and was measured using
five items. An example item is “Too many of the brand I buy at this store are good
quality”.

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 Perceived risk: Perceived risk was measured by six items adopted from Diallo, ( 2012).
An example item is “I am suspicious of the quality of this store brand”.

 Store image perception: Store image perception was measured through service
perspective using six items adopted from Diallo (2012). An example item is
“Employees are courteous.”

 Purchase intention: Purchase intention was measured using three items adopted from
Diallo(2012). An example item is “The probability that I would consider buying store
brand is high”.

1.6. Limitations

 The study has been conducted for only limited users through convenience sampling
method.

 Also, subject to location, the results may certainly vary related to consumer
behaviour of that particular location

 This study is based on Sample opinion, the result may vary due to change of sample
and also composition. Therefore, the inference from the study may not be
generalized

 Product–market segmentation criteria was employed in this study, such as

socioeconomic and demographic characteristics, but segmenting consumers
according to the levels of their consumer relationship proneness may also be useful
in determining whether this proneness influences store loyalty

 Furthermore, this study investigated consumers of a clothing retail sector, as such;

additional studies should determine and consider any differences between the
composition and importance of store image attributes for different retailers in the
same sector and in other sectors.

 The study is limited to time constant

 Study is limited to Mumbai and Navi Mumbai region only.

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 2. Chapter 2
2.1. Literature Review
Any kind of perception aimed to build on consumers is considered as a topic of marketing
communication and brand management. In that sense, positioning of a mix of price, brand and
store attributes aims to constitute messages and commitments for consumers in order to build
targeted perception in their minds. Brand image is established with consumer perception which
is treated to some extent as controllable by marketing strategists (Erdil and Uzun, 2010) and it
includes brand recalls of consumers for the performance and the experience with the brand
(Granot et al., 2010) and results in cognitive and emotional satisfaction (Kumar and Kim,
2014). From this perspective, brand image reflects the ability to meet consumers’ needs. Brand
image also reveals value and identity created for the customers (Rayburn and Voss, 2013).
Consumer attitudes toward product or store brands are formed not only by positive recalls but
also negative cues and recalls as well (Aghekyan-Simonian et al, 2012). Negative attitude for
the brand may arise from unfavourable merchandise performance or unfavourable experience
with the brand that may lead to risk perception. High levels of risk perception may cause
customers not to buy the brand.
According to Ghosh (1994), store image is composed of eight different elements of the retail
marketing mix: location, merchandise, store atmosphere, customer service, price, advertising,
personal selling, and sales incentive programs. Consequently, for each retail store a distinct
image may exist within consumers’ minds. Others have defined store image as the “summation
of all attributes of a store as perceived by the shoppers through their experience with that store”
(Omar, 1999). In particular, store image represents an important component in consumers’
store patronage (Darden and Erden, 1983) and store choice decisions.
As per Davies (1992), store image is situation- specific. With respect to store layout, consumers
who shop at different types of stores (e.g., convenience, discount, leisure) tend to have different
perceptions of each store (Newman and Cullen, 2002). A gender difference also appears to lead
to divergent shopping styles, which again can influence perceptions of store layout and image.
However, retailers typically adopt a standardized approach with respect to the layout and other
elements of their store based on their own store operations. In making such decisions, however,
store operators should instead match the store layout and the merchandise offered to their target
customers. Therefore, customers’ reactions to the layout and image of a particular store are
extremely important and are likely have a significant influence on sales (Newman, 2003).
Store brands’ domination in Turkish market has shown a significant increase in recent decades
as in European and in other emerging markets. Store brands, also known as private label brands
or retail brands, has shown significant success in recent years. The success of store brands will
be based on their relative perceived quality and brand image. Apparel retail stores or retail
chains seem to improve their quality in order to increase the image of the store and encourage
consumer loyalty (Labeaga et al., 2007). Apparel stores improve themselves by adding multiple
attributes such as store atmosphere and ambient, enjoyment from shopping, service quality of
salesperson, relationship quality and quality of merchandise sold. All these attributes add value
to the store brand by building retailer personality (Das, 2014), and product signatureness (Bao
et al., 2011), and brings customer satisfaction, identification with brand and customer loyalty
(Labeaga et al., 2007). A retailer who carries a brand name itself will be at an advantage of
strengthening both its emotional and rational relationship with its customers. By building good

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relationships, a retail store can create a strong brand that differentiates itself from other retailers
(Kumar and Kim, 2014). The private label, in this manner, affects the image of the retail store
and enables customers to differentiate between the retailers (Mendez et al., 2008). Store brand
retailers try to maintain an image combining both store image and product image in order to
maintain a clear strong brand perception in customers’ minds (Grewal and Levy, 2009). Retail
satisfaction or shopping satisfaction from the point view of consumers includes consumers’
perception of store characteristics as well as consumers ‘subjective evaluations of products
obtained from the store (Torres et al., 2001).
Consumers’ perceptions of product value is characterized by quality considerations, the pricing
of the merchandise and the level of risk involved. These antecedents are used to describe
perceived value, which then directly influence consumers’ willingness to buy the brand
(Beneke and Carter, 2015). Consumers’ perceptions of product value is characterized by
quality considerations, the pricing of the merchandise and the level of risk involved. These
antecedents are used to describe perceived value, which then directly influence consumers’
willingness to buy the brand (Beneke and Carter, 2015).

1. Conceptualization and hypotheses development

1.1 Price image
Price has been considered as an indicator of product cost and an important parameter in
marketing literature. Consumers assess prices with perceptive coding and transform price
signals into cognitive structures (Beristain and Zorrilla, 2011) where a more subjective
interpretation of the product’s monetary value such as cheap or expensive is made (Beneke and
Carter, 2015). While some consumers may prefer purchasing a product based solely on the
influence of price, for many other consumers the price relative to the quality will have a greater
importance (Beneke and Carter, 2015). Previous pricing research has suggested that prior
knowledge and experience with the brand or product category moderates the effect of price on
consumer evaluations (Grewal et al., 1998).
Pricing, also as a marketing communication tool, is used to convey some message to consumers
for the product and brand perception and is influential in consumers ‘decision-making process.
Price perceptions have been related to various factors such as the extent customers can afford
the purchase, price-quality match in the minds of consumers as well as competitive prices of
other brands and, how positioning takes place according to customer categories (Erdil and
Uzun, 2010). Price in association with the symbols and associates of brand will identify the
prestige of the brand as well. Consumers perceive that high prestige and high quality premium
products eventually will be high price.
Pricing in retails has been a difficult issue considering how competition will react to prices
with the possibility of price wars. During the past decades, many insights have been made into
pricing issues including internal and external reference prices, effectiveness of price
promotions and discounts, the role of price matching guarantees and perceived price policy
fairness (Grewal and Levy, 2007; Kukar-Kinney et al., 2007; Beristain and Zorrilla, 2011).
Price-making policies of store retailers and price fairness perception of consumers has received
attention in marketing and retailing literature. Previous research has focused on fairness of

25
prices and store-level policies (Kukar-Kinney et al., 2011). Fairness perception of price
adressess a judgment by a consumer regarding a seller’s price. It is considered as a measure of
price acceptability and can be assessed in terms of internalized and/or externalized reference
prices by customers (Heo and Lee, 2011). Previous research shows that pricing procedure (i.e.,
pricing fairness) and a price outcome (i.e, fairness of the price paid) affect store price
perceptions of customers (Kukar-Kinney et al, 2007). According to the research results, price
fairness perceptions of consumers play an important role and 198 T. Sabri Erdil / Procedia -
Social and Behavioral Sciences 207 ( 2015 ) 196 – 205 influence customer satisfaction and
subsequent purchase behaviour (Heo and Lee, 2011). Researchers have also shown that there
is loyalty in low priced, frequently purchased product categories which is consistent with
theory of routinized response behaviour where consumers exhibit inertia in their brand choices
over time (Labeaga et al, 2007). Similarly, retailers develop strategies to emphasize value for
money in case of choosing their own brands. Thus, creating a perception of a relatively low
price, retailers intend to have a positive influence on consumer loyalty to store brands (Beristain
and Zorrilla, 2011).
Retailers also rely on tactical perspectives of pricing by using practices including price
reductions and pricing guarantees (Grewal and Levy, 2007). In this manner, price discounts
and regular promotions have long been used to attract consumers to a retail store and generate
high levels of store crowds (Grewal et al., 1998). However, while price discounts and
promotions may increase sales in a retail store, such discounts may have negative effects on
the brand’s quality perception and may even harm the brand image and the store’s overall
image. This explanation is consistent with the findings in literature that there is a strong
relationship between product quality and perceived price (Ding et al., 2010; Beneke and Carter,
2015). In another study conducted by Torres and colleagues (2011), it was found that price,
quality and selection of merchandise were the store attributes ranked as the most important by
male consumers.
Brand image
Firms play attention to creating value for their products and brands. Brand management, also
consistent with strategic logic, deals with creating extrinsic, intrinsic and/or combined values
for customers. Intrinsic value creation relies on objective features related to experiential or
functional utility offered to customers whereas intrinsic value creation focuses on symbolic
and experiential attributes which are evaluated as subjective responses as ends in customers.
The third type of value creation adopts a combination of both objective and subjective features
as a unique outcome (Högström et al., 2015).
In line with brand management, brand information is used to build brand equity with
components of brand awareness and brand image (Huang and Sarigöllü). Brand image plays
an important role in distinguishing between brands within similar product or brand categories.
Furthermore, brand image consists of additional associates embedded in fundamental product
or service attributes. Thus, “The concept and practice of brand image focuses notonly on
objective factors such as product or service quality and price, but also on subjective benefits
such as enabling psychological utility, signifying social status and differentiation of customers
from others and maintains affective and mental perceptions of the brand” (Erdil and Uzun,
2010, p.90). By integrating these symbolic attributes with their products/services, brands
constitute their images. As studied widely in brand management literature (e.g., Grewal et al.,

26
1998), functional or performance utility and hedonic or experiential utility are the motivations
for purchase
A well-known brand positioning typology developed by Kim and Mauborgne (2000), defines
a six-lever model, a consumer-focused perceived benefit typology, for successful service
brands. These benefits are identified as simplicity (service, easier to use), convenience
(availability, ease of purchase), risk reduction (safety of physical and financial risk), fun and
image (positive and enjoyment) and lastly environmental friendliness. This model provides a
practical framework focusing on consumer benefit or buyer utility in service retailing (Burton
and Easing wood, 2006). Behaviour. Brand image representing both rational and emotional
evaluations in consumers ’minds will lead to brand perceptions, ultimately influencing
decisions to buy or not to buy. Following this logic, the brand-related facts once planned and
implemented will deviate from what consumers recall and how they value the brand depending
on differences in their perception (Erdil and Uzun, 2010, 93).
Another approach in explaining consumer perceptions and judgments of brands is the
consumer-psychology model presented in Schmitt’s (2012) study. The model uses five
distinguished brand-related processes: Identifying, experiencing, integrating, signifying and
finally connecting with the brand. In the identifying phase, a consumer builds inter-brand
relations and identifies brand category. Experiencing means active involvement in brand
participation and affective experience. Then the consumer integrates all brand information and
forms an overall brand concept reflecting brand personality and brand relationships. Later in
the process, signifying refers to brand symbolism, brand as identity signal and information cue.
Finally, the consumer connects himself or herself with the brand and develops an attitude
toward the brand and gets belonged to the brand community (Schmitt, 2012).
Consumer Perceived Risk
Perceived risk of consumers has been an important factor in understanding consumer purchase
behaviour (Stone and Gronhavg, 1993). Consumers rely on risk reducing cues such as brands
or stores that have good reputations to lessen their uncertainty and risks associated with their
shopping choices (Aghekyan-Simonian et al., 2012). Perceived risk has been referred as the
individual’s subjective beliefs about potentially negative consequences from his/her buying
decision or behaviour which cannot be anticipated with certainty (Diallo,2012).
Six main dimensions of risk have been defined to describe consumers’ decision making or
choice behaviour: financial, social, psychological, physical and time or convenience risk. The
perceived functional and financial risk will be lower if quality is perceived high for a store
brand. Since product brand image and store image signals quality and attributes of the products,
both product brand image and store image are expected to influence perceived product risk
(Aghekyan-Simonian et al., 2012). The dimensions measured frequently by researchers have
been grouped as overall risk, and financial risk and performance or functional risk (Liljander
et al., 2009). For clothing or apparel, social risk appears particularly important because
products are visible to others and communicate consumers’ social identity or self-image
(Liljander et al., 2009).
Previous research has demonstrated that for brands with a good image, consumers have a more
positive attitude for the brand which enhances purchase intention (Wu et al., 2011) Store image
has been proven to reduce financial risk in traditional store environments as well as on-line

27
shopping of apparel (Aghekyan-Simonian at al., 2012). Consumers’ perceived financial risk of
buying store-branded apparel products has a negative effect on store branded purchase
intention (Diallo, 2012).
Store image perception
As per Sewell (1974), defining store image is not easy. Store image is a critical component of
store choice and loyalty (Malhotra, 1983; Nevin and Houston, 1980; Osman, 1993; Stanley and
Sewell, 1976). Originally proposed by Martineau (1958), the concept of store image combines
tangible and intangible or functional and psychological attributes. Many researchers, including
Ditcher (1985), Keaveney and Hunt (1992), and Zimmer and Golden (1988), subscribe to this
view. For the purpose of this study, store image is defined as “the way the store is defined in
the shopper’s mind” (Martineau, 1958) and recognize that it may vary across different
consumer segments (Gilly and Zeithaml, 1985). As Backer, Levy, and Grewal (1992) suggest,
retailers therefore should explore how environmental factors, which are part of store image,
influence their target customers.
Store image is defined as the set of brand associations linked to the store in the consumer’s
memory. Brand associations are concerned both with perceptions of the store attributes and the
consumer’s perceived benefits (Beristain and Zorrilla, 2011). Store image dimensions have
been centred on factors such as the quality and variety of the products sold, the prices of the
products, physical facilities of the store, and the services provided by sales personnel (Beristain
and Zorrilla, 2011). Quality service delivery, therefore helps maintaining brand image and
customer satisfaction and is very important for gaining competitiveness (Torres et al. 2001).
Store image, along with store positioning are factors, which influence consumer loyalty and
store success. It has been highlighted that market positioning-based on a combination of price
and product differentiation- can provide an important competitive advantage for commercial
organizations (Day and Wesley, 1988). This is especially so within retailing, where effective
positioning can lead to a variety of trading benefits (Ellis and Kelly, 1992). It is not surprising,
therefore, that researchers have striven consistently to provide an improved understanding of
store image (Martineau, 1958; Kunkel and Berry, 1968; Lindquist, 1974; Hansen and
Deutscher, 1977; Rosenbloom, 1981; Golden et al. 1987). Retailers can use the image of their
store to project their positioning strategies.
Several studies have found a positive relationship between store image and store loyalty (Lassk,
2000; Mazursky and Jacoby, 1986; Osman, 1993). Store loyalty is a phenomenon that is
currently receiving a great deal of interest from retail management. Retailers can use the
positive image of their store to build store loyalty and ultimately store success.
By identifying the attributes of their store image, retailers can create positioning strategies to
differentiate their store in terms of products, price, or services (Wortzel, 1987). The resulting
strong market position generally leads to greater customer inflow and subsequently to
profitability. Therefore, changes in customer preferences must be identified to formulate
matching retail strategies.

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Perceived quality represents a consumer’s judgments about brands’ overall superiority and/or
excellence. The superiority of products or services offered by companies or brands will mostly
depend on consumers’ perception of the quality that may result in repetitive buying behaviour
of loyal consumers (Das, 2014). Consumers consider a variety of factors or attributes in
evaluating product or store quality. Informative inputs used in the evaluation relate to
situational and personal factors (Mendez et al., 2008). All these attributes in combination refers
to the concept of perceived or subjective quality which is related to the capacity of satisfying
the consumer’s need.
Quality of the merchandise and brands sold appears as one of the key components to store
management decisions (Grawal et al.,1998). Empirical studies have demonstrated a positive
relationship between store brand and perceived quality of the merchandise. Therefore, stores
need to make certain in consumers’ minds that the merchandise category they carry under the
store brand fits the image they want to create (Liljander, 2009). Store image can be built with
several characteristics like physical environment of the store, service levels and
merchandise/brand quality (Grewal et al., 1998). This indicates that quality of the brand will
convey favourable cues to the image of the store.
Design elements: Store environments consist of several cues that influence individual
evaluation of customers. Certain design elements such as colour, layout and architecture can
affect customer’s cognitive evaluations of the store with regard to perceived merchandise and
service quality, and perceived price (Kumar and Kim, 2014). In addition to design elements,
social factors and ambient factors add value to the store image of customers’ evaluations. The
same merchandise can be perceived to be of higher quality and value when purchased from a
store with upscale atmosphere than a store with discount design (Kumar and Kim, 2014).
A rather new approach, experiential marketing, to retail atmospherics suggest retailers take a
more holistic approach to the elements, through the enrichment of the consumers’ shopping
experience that can have a positive impact on the customer-brand association (Foster and Mc
Lelland, 2015) This holistic view brings with it the use of a constructed retail theme in which
the environment is perceived as a whole conveying the brand message (Foster and Mc Lelland,
2015).
Relationship quality: Relationship quality has a strong linkage with service quality and it
focuses on personal and social relationships. In apparel retaling stores, relationship quality
between salesperson and customers signifies long term relationship with the customers and
thereby achieving customer satisfaction and building trust (Tripathi and Dave, 2003). Trust,
and customer satisfaction are found to be dimensions of relationship quality in the literature (e.
g. De Canniere at al., 2010). According to the previous literature, researchers found that
perceived relationship quality has a significant impact on buying intention and purchase
behaviour (e.g., Tripathi and Dave, 2013).
Purchase Intention
Consumer purchase intention refers to the attempt to buy a product or service (Diallo, 2012).
Consumers’ positive feelings and attitude toward a product/service or private label store will
influence his/her purchase intention (Das, 2014). Purchase intention from a retail store is
affected by some external factors like brands sold in the store, physical location and timing

29
(Das, 2014) and some intrinsic factors like fulfilling a need, satisfying a preference and placing
the consumer in a better position ( Luo et al., 2011).
Purchase intention has been widely used as a predictor of subsequent purchase and linkages
had been found between store image and purchase intention (Grewal at al., 1998). In the study
conducted by Granot et al., (2010), three themes have been found to be drivers in retail purchase
decision-making of female consumers. These drivers are emotional (brand), service (retail
environment) and lastly experiential (shopping). They further suggest that retailers should
consider all three issues to attract and satisfy customers, and specifically the retail brand
constitutes emotional satisfaction and loyalty for repetitive purchases (Granot et al., 2010).
Purchase intention is also used as an indicator of estimating consumer behaviour (Wu et al.,
2011).
Previous research studies have shown that a favourable brand image has a positive effect on
purchase intention (Aghekyan-Simonian et al., 2012) Store image perception can be a
determinant of product quality and furthermore, store brands can be considered as a brand
extension of the store (Diallo, 2012).

Fashion Retail Chain Stores:

The respondents surveyed were selected from the following stores through convenience
sampling.

Shoppers Stop

The foundation of shoppers stop was laid on October 27, 1991, by the k. Raheja corp. Group
of companies. Being amongst India’s biggest hospitality and real estate players, the group
crossed yet another milestone with its lifestyle venture

30
From inception, shoppers stop has progressed from being a single brand shop to becoming a
fashion & lifestyle store for the family. Today, shoppers stop is a household name, known for
its superior quality products, services and above all, for providing a complete shopping
experience.

With an immense amount of expertise and credibility, shoppers stop has become the highest
benchmark for the Indian retail industry. In fact, the company's continuing expansion plans aim
to help shoppers stop meet the challenges of the retail industry in an even better manner than
it does today.
With an unparalleled assortment of the leading international and national brands in clothing
for men, women, and kids; accessories, fragrances, cosmetics, footwear; home furnishing and
decor products, our stores aim to provide shoppers a truly international shopping destination.

Store Layout: Shoppers Stop

Westside

Established in 1998 as part of the Tata Group, Trent Ltd. operates Westside, one of India's
largest and fastest growing chains of retail stores.
The company has already established 85 Westside departmental stores measuring 8,000-34,000
sqft in floor space across 50 cities. The Westside format offers a predominantly exclusive
brands model across women’s wear, menswear, kids’ wear, footwear, lingerie, cosmetics,

31
perfumes and handbags, household furniture and accessories. Well-designed interiors and
prime locations enhance the customer’s shopping experience.
Trent ventured into the hypermarket business in 2004 with Star Bazaar, providing an
assortment of products made available at the lowest prices, aptly exemplifying its ‘Helping you
spend less’ motto. This store offers customers an array of products that include staple foods,
beverages, health & beauty products, consumer electronics and household items at the most
affordable prices. Star Bazaar also includes a large range of fashionable in-house garments for
men, women and children, available exclusively at the store.
This store offers customers an eclectic array of products that include staple foods, beverages,
health and beauty products, vegetables, fruits, dairy products, consumer electronics and
household items at the most affordable prices. Star Bazaar also includes a large range of
fashionable in-house garments for men, women and children, exclusively available at the store.

Store Layout: Westside

Central

Central is India's first seamless store and the biggest lifestyle retail brand from Future Group.
It offers discerning shoppers options of choosing from over 1000 best brands across categories
including apparels, cosmetics, fragrances, eyewear, watches, accessories, sportswear, toys ,
mobiles, electronics, home and much more for the entire family. Central stores are large-format

32
stores measuring anywhere between 60,000 square feet to 2,30,000 square feet and offering
over 500 domestic & international brands across several categories. These stores, often located
in standalone locations also have food-courts, restaurants, supermarkets and electronics
superstores built within. The retail format operates around 2.4 million square feet of retail space
under this brand. Central stores are located in large cities like Mumbai, Bengaluru, Hyderabad,
Pune, Ahmedabad and Gurgaon, as well as smaller cities like Baroda, Indore, Vizag and Surat.

Store: Central

Pantaloons

India's largest big box fashion retailer, Pantaloons is one of the fastest growing lifestyle apparel
retail destinations in India. Constantly innovating designs, concepts and products by infusing
the latest trends in fashion and clothing styles, Pantaloons has a repertoire of lifestyle brands
to cater to every consumer's needs across multiple occasions.
ABFRL altogether hosts India's largest fashion network with over 7000 points of sale across
over 375 cities and towns, which include more than 2,000 exclusive ABFRL brand outlets.
With ~16 million Loyalty Members as of FY’17, ABFRL has a strong bouquet of loyalty
programs in India. ABFRL boasts of creating more than 20,000 new designs every year.

33
Voted as 'India's Most Trusted Apparel Retail Brand,' (Brand Equity Survey 2014/2015),
Pantaloons, a division of ABFRL has always been one of the most loved large format fashion
retailers in India.
Post-acquisition by Aditya Birla Nuvo Limited in 2013, Pantaloons is today the fastest growing
large format retailer in the country. The rate of new store openings has increased from one
every two months to one every two weeks. The brand is now present in 78 Indian cities / towns.
Pantaloons offer a wide range of brand offerings across apparel and non-apparel categories and
across varied price points.
It operates across categories of casual wear, ethnic wear, formal wear, party wear and active
wear for men, women and kids. Women’s wear is the lead category contributing to half of total
apparel sales. Non-apparel products include footwear, handbags, cosmetics, perfumes, fashion
jewelry and watches.
Post-acquisition by the Aditya Birla Group, significant investments were made focused on store
upgradation, expansion, deeper pan-India penetration, portfolio enrichment, brand building and
organization processes to lay the foundation for its future growth. The brand is now present in
78 Indian cities / towns.
Pantaloons began in 1997 as a Future Group company in the quest to equip the emerging Indian
middle-class with an indigenous fashion retail format. Consistent with the times, the model
was of a discount fashion retailer.

Leading brands at Pantaloons

Pantaloons today retail over 200 licensed and international brands, including 24 exclusive
brands.
The Pantaloons exclusive brand bouquet includes Rangmanch, Ajile, Honey, Akkriti, Chalk,
Annabelle, Trisha, Alto Moda, Poppers, and Chirpie Pie; besides, it also features brands

34
licensed on a long- term basis: Bare, Rig, SF Jeans, Byford, JM Sports, Lombard and
Candies’ New York.
The company launched six new brands in FY'15, including Alto Moda, SF Jeans, Candies’
New York, Byford, Poppers and Chirpie Pie.
Pantaloons also host Madura F&L's brands such as Louis Philippe, Van Heusen, Allen Solly,
Peter England and People in menswear; Van Heusen and Allen Solly in women’s wear,
and Allen Solly Junior.
It also retails partner brands such as John Miller, Celio, Spykar, Levis and Lee Cooper in
menswear; Jealous 21, 109*F, AND, Chemistry and KRAUS in women's western wear;
BIBA, Global Desi, and W in women's ethnic wear; Barbie and Ginny&Jony in kids wear.

35
 3. Chapter 3
3.1. Analysis & Findings
Due to the quantitative Likert Scale Approach used when collecting the data, the data is ranked,
which can also be called ordinal data. This type of data is along with the quantitative data is
required to be processed and compiled before it is interpreted and analysed. The data processing
started with importing the data from Excel to SPSS. This is done so that the data is accessible
and useful for its purpose (Saunders et al., 2012). The data processing and analysing program
used for this research was SPSS Statistics, which is a well-known program used to compile,
process and analyse data collected for research.
The first step in the process of analysing the data would normally be to recode all variables
measured, however due to the compatibility of Excel and SPSS programs the values was
already coded accordingly when importing the raw data. In order to analyse the demographic
attributes of the respondents, a frequency analysis was conducted within SPSS. This computed
the mean, median, mode and standard deviation of all responses, which enabled the researchers
to see the things such as the, occupation, income and how large percentage of the respondents
were male or female. Descriptive variables showed through nominal and ordinal questions such
as gender and age was compiled in order to establish if the target group was reached
successfully. This information is also useful when determining whether current behaviour vary
depending on for example income or age. In order to answer the research question and the
hypothesis tested within this research several analytical steps needs to be conducted. A
frequency count is the first analysis computed, factor analysis is the second method
implemented, followed by a descriptive analysis which is later followed by a cluster analysis
is conducted and thereafter crosstab and Anovais computed in order to provide statistical proof.
Factor Analysis
The factor analysis is applicable within this research since it takes a larger set of variables and
computes them into one new variable, in order to be able to do the multi linear regression
analysis. It is also a great method used when interpreting and evaluating tests and scales, which
is used in this research (Pallant, 2013). The first step within the factor analysis is doing an
assessment of the suitability of the analysis. This shows whether or not the particular data set
is suitable for a factor analysis, this includes sample and the relationship strength among the
variables. This is done through the Kaiser-Meyer-Olkin measure of sample adequacy. The
process to do a comprehensive factor analysis was long and extensive since one has to carefully
analyse the outputs and select the factors with most significance. Within the factor analysis a
factor loading analysis was done in order to see if the statements tested can be used within the
factor analysis. The factor loading analysis shows if the statements correlate to each other and
if there is any statement that is not in correlation with any other statements.
The second step within the factor analysis after the factor loading is finalized, is to perform a
factor extraction. This decides exactly the number of factors that is to be used within the
interrelations of the variables. It led the researchers to select 3 variables each within attitudes,
perceived behavioural control and intention. 4 variables were selected within subjective norm.
The final step within the factor analysis is to do a factor rotation and an interpretation. The
statements that were selected for the factor analysis were the statements based on the findings
of Grandón et al. (2011). The findings enable the researchers to interpret the results of the factor

36
analysis before computing a new variable (Pallant 2013). Automatically when the factor
analysis is completed with the right number of statements (factors) new variables for attitude,
subjective norm, perceived behavioural control and intention was computed.
Control variables was created and included in the independent variables, in order to see if any
additional factors influence intentions within Apparel shopping. The control variables that was
taken into account was all the demographic variables such as gender, income group,
occupation, preferred Fashion retail chain store and purchase decisions.
Cluster Analysis
Cluster analysis or clustering is the task of grouping a set of objects in such a way that objects
in the same group (called a cluster) are more similar to each other than to those in other groups
clusters. It is a main task of exploratory data mining, and a common technique for statistical
data analysis, used in many fields, including machine learning, pattern recognition, image
analysis, information retrieval, bioinformatics, data compression, and computer graphics.
Cluster analysis itself is not one specific algorithm, but the general task to be solved. It can be
achieved by various algorithms that differ significantly in their notion of what constitutes a
cluster and how to efficiently find them. Popular notions of clusters include groups with small
distances among the cluster members, dense areas of the data space, intervals or particular
statistical distributions. Clustering can therefore be formulated as a multi-objective
optimization problem. The appropriate clustering algorithm and parameter settings depend on
the individual data set and intended use of the results. Cluster analysis as such is not an
automatic task, but an iterative process of knowledge discovery or interactive multi-objective
optimization that involves trial and failure. It is often necessary to modify data preprocessing
and model parameters until the result achieves the desired properties.
In this project, we have used cluster analysis to classify the respondents, their behaviour,
spending habits etc.
Crosstab
Crosstab or cross tabulation is used to aggregate and jointly display the distribution of two or
more variables by tabulating their results one against the other in 2-dimensional grids. It uses
a process of contingency tables from the multivariate frequency distribution of variables,
presented in matrix format. Crosstab is widely used in survey results to find out
interrelationships and interactions between variables.

Descriptive Statistics
In order to further evaluate the results of the empirical findings within attitudes, subjective
norms, perceived behavioural control and intentions the mean of the statements that was
selected in the factor analysis SPSS. The descriptive analysis showed the average of each
statement given by the respondents. This approach was done according to the Likert Scale
Approach and implies to which level the respondents agrees or disagrees with the statements
presented to them in the questionnaire (Likert, 1932). This method enabled the researchers to
gain deeper understanding of the empirical findings.

37
Summary of Method
Due to the complex purpose of this research – to investigate if positive attitudes influence the
intentions to purchase groceries online – it was found that an explanatory research strategy was
the most suitable approach to this research. Through the research philosophy it was established
that a deductive research was going to be used since it stated a set of premises that were based
on earlier theories and questions variables as well as relationships between variables in an
objective manner. The method consisted of secondary as well as primary data with a
quantitative approach. Secondary data gave a comprehensive view of current literature as well
as a gap within the research. It also fulfilled the purpose of establishing which theories and
models that was to be the most suitable for this type of research. The primary data collection
was done through an online questionnaire using a Likert Scale Approach. The structure of the
Questionnaires was based on Theory of Planned Behaviour, which examines the attitudes,
subjective norms, perceived behavioural control and intention towards purchasing groceries
online.
The data was imported and processed within the computer-program SPSS. The data was then
analysed through several approaches. A frequency analysis was done on the descriptive
variables, such as age, gender and income. The factor analysis and the multi linear regression
analysis provided statistical proof of the correlation between the variables that will be presented
in the following section. Further a descriptive analysis was computed in SPSS in order to find
the means of each statement within the factor analysis. The descriptive empirical data analysis
interpreted according to the Likert Scale Approach (1932). The descriptive analysis enabled
the researchers to further analyse the empirical data found.
To test our hypotheses, we conducted a serious of multiple linear regression models. In order
to test the first hypothesis stating that;
H1: “Price image has a positive effect on store image perceptions”
Regression analysis is performed, thus the results of the regression analysis showed that there
is a significant effect of price image on store image perception (beta=, 257 Sig=002). Therefore,
first hypothesis is supported.

For testing the second hypothesis that;

H2: “Price image has a direct positive effect on purchase intention of consumers”, regression
analysis is done. Results indicate that there is a significant effect of price image on purchase
intention of consumers (beta=225 Sig=,007).
Accordingly, second hypothesis is supported. To test our third hypothesis stating that;
H3: “Brand image has a positive effect on store image perceptions”, regression analysis is
performed. Findings indicate that the relationship between brand image and store image
perception is statistically significant (beta=, -583,Sig=,010). Therefore, H3 is supported.

38
To test our fourth hypothesis stating that;
H4: “Brand image has a positive direct impact on purchase intention of consumers”
Regression analysis is performed. The results of the analysis showed that there is statistically
significant (beta=, 462, Sig=,000) relationship among brand image and purchase intention of
consumers. This finding provided evidence to support our fourth hypothesis.

To test our fifth hypothesis stating that;

H5: “Perceived risk has a negative effect on store image perceptions”
Regression analysis is conducted. The results of the analysis showed that (beta=, -218,
Sig=,010) then relationship between perceived risk and store image perception is statistically
significant.

To test our sixth hypothesis stating that;

H6: “Perceived risk has a negative effect on purchase intention of the consumers”, we used
regression analysis.
The results of the analysis showed that (beta=, -240, Sig=,004) there is negative effect among
perceived risk and purchase intention. Therefore, our sixth hypothesis is supported relying
upon the evidence.

To test our seventh hypothesis stating that;

H7: “Store image has a positive effect on purchase intention” is statistically significant (beta=,
510, Sig=, 000). Therefore, our seventh hypothesis is supported.

For testing our last hypothesis stating that;

H8: “Store image perceptions has a mediating effect on purchase intention” hierarchical
regression analysis is performed.
The mediating effect of store image perception on purchase intention and price image, brand
image and perceived risk relationship is estimated. According to the results of the analysis store
image has mediating effect on the relationship among price image (beta=, 092, Sig=,229),
perceived risk (beta=, -137, Sig=,070) and purchase intention.

39
Demographics
The questionnaire collected 140 responses in total.
Gender

Gender

52.00% 51.50%
51.50%
51.00%
50.50%
50.00%
49.50%
49.00% 48.50%
48.50%
48.00%
47.50%
47.00%
Female Male

Out of 140 respondents, 103 (51.50%) respondents who participated on the survey were Female
and 97 (48.50%) were Male

Occupation

Occupation
50.00%
43.00%
45.00%
40.00%
35.00%
30.00%
25.00%
18.50% 19.00% 19.50%
20.00%
15.00%
10.00%
5.00%
0.00%
Business Homemaker Service Students

Out of the total 140 respondents the maximum respondents about 43.00% , i.e 86 respondents
participated have service as their occupation. Followed by Students, as in the youth 19.50%
and Homemaker at about 19.00%. They are equally closeby and least participants are from
Business only 18.50%.

40
Marital Status

56.00%
53.50%
54.00%

52.00%

50.00%

48.00% 46.50%

46.00%

44.00%

42.00%
Married Unmarried

Out of 140 respondents 107 (58.50%) respondents are Married, whereas on only 93 (46.50%)
are unmarried. As the survey have maximum participants as females, it seems the married
women can have a lot of influence over the Married Male to choose Fashion retail chain stores
as they serve as one-stop destination for both Men and women.

Income Group
Among the respondents only 17.86% had income below Rs.25000, 38.57 % respondents had
income between Rs.25000 – Rs.50000 followed by 28.57% respondents had income between
Rs. 50000 – Rs. 75000 and only 9.29% respondents had income between Rs. 75000 – Rs.
100000 and only 5.71% respondents had income above Rs.1, 00,000. Mostly the mediocre
class prefer to buy Apparel clothing at such stores with income group between Rs. 25000 – Rs.
75000.

45.00%

40.00% 38.57%

35.00%

30.00% 28.57%

25.00%

20.00% 17.86%

15.00%
9.29%
10.00%
5.71%
5.00%

0.00%
25000-50000 50000-75000 75000 - 100000 Above 100000 Below 25000

41
Shopping Apparel

1. Do you like visiting Fashion chain retail store for apparel shopping?

56.00%
54.29%
54.00%

52.00%

50.00%

48.00%
45.71%
46.00%

44.00%

42.00%

40.00%
Yes No

More than 50% of respondents like visiting Fashion chain retail store for Apparel shopping,
whereas the remaining 45.71% may face some apprehensions which will analyse for which
they don’t like visiting such stores.

2. Which of the retail outlets have you visited?

50.00% 46.43%
45.00%
40.00%
35.00%
30.00%
25.00% 22.86%
20.00% 15.71% 15.00%
15.00%
10.00%
5.00%
0.00%
Central Pantaloons Shopper's Stop Westside

Out of 140 respondents, 46.43% prefer visiting Pantaloons as compared to the other stores
followed by 22.86% Central and 15.71% Shopper’s Stop and only 15.00% Westside. Except
Westside all the Store brands have all Clothing brands available from Local brands to Home a

42
brands and International brands. This can be one reason of not visiting Westside if someone is
brand oriented.
3. How often you visit retail outlet for Apparel shopping?

Only during Occasions 12.14%

Once a Week 19.29%

Once a Month 35.71%

Fortnightly 24.29%

Every few months 8.57%

0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00%

The frequency of maximum respondents at about 35.71% prefer to buy once a month followed
by Fortnightly which is 24.29% to once a week 19.29%. Only during Occasions and every few
months are Sale season time, which can be a motivating factor for the other category of people
visiting such stores.

4. How much do you spend shopping in a retail store?

60.00%
51.43%
50.00%

40.00%
32.14%
30.00%

20.00%

10.71%
10.00% 5.71%

0.00%
1000-2000 2100-3000 3100-4000 4100 and above

As maximum people participated in the survey have their occupation as Service, which means
they are mostly salaried and even the income group is between 25000 – 50000 is the highest as
footfall at such stores. Maximum of them if considered shop once a month, which the survey
shows as the highest frequency of visiting such stores for Apparel shopping, the spend of this
population would be between 1000 -2000 (51.43%) followed by 32.14%.

43
Factor Analysis
When first computing the factor analysis it was shown that all factors were loading within all
statements, which is not a good thing.
It is found that the K.M.O measure of sampling adequacy for the present study is 0.926 which
is ‘great’. Also Bartlett’s Test of sphericity is used to find out if there exist significant
correlations. In the present study Bartlett’s Test of sphericity χ2 (300) = 3.713E3, p< .001,
indicated that co relations between variables were sufficiently large for Principal Component
Analysis.
KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .926

Bartlett's Test of Sphericity Approx. Chi-Square 3.713E3
Df 406
Sig. .000

Total Variance Explained

Co Initial Eigenvalues Extraction Sums of Squared Rotation Sums of Squared

mp Loadings Loadings
on Total % of Cumulat Total % of Cumulat Total % of Cumulati
ent Varianc ive % Varianc ive % Varianc ve %
e e e
1 12.8 44.158 44.158 12.80 44.158 44.158 9.263 31.940 31.940
06 6
2 2.07 7.155 51.313 2.075 7.155 51.313 2.612 9.008 40.948
5
3 1.55 5.373 56.686 1.558 5.373 56.686 2.351 8.106 49.054
8
4 1.15 3.984 60.670 1.155 3.984 60.670 2.251 7.760 56.815
5
5 1.08 3.748 64.419 1.087 3.748 64.419 2.205 7.604 64.419
7
6 .970 3.346 67.765

44
 7 .912 3.146 70.911
8 .805 2.775 73.686
9 .733 2.529 76.216
10 .610 2.102 78.318
11 .561 1.935 80.253
12 .545 1.879 82.132
13 .518 1.788 83.919
14 .488 1.681 85.601
15 .427 1.474 87.075
16 .420 1.448 88.523
17 .387 1.334 89.857
18 .359 1.239 91.097
19 .342 1.180 92.277
20 .308 1.062 93.338
21 .294 1.012 94.351
22 .283 .974 95.325
23 .263 .908 96.232
24 .242 .836 97.068
25 .230 .795 97.863

26 .193 .665 98.528

27 .159 .549 99.077
28 .136 .470 99.547
29 .131 .453 100.000

Extraction Method: Principal

Component Analysis.

The total cumulative variance is more than 60% which is 64.41% which indicates to be a good
model fit.

45
Rotated Component Matrixa
Component
1 2 3 4 5
Q6fact1 .087 .170 .053 .267 .671
Q6fact2 .459 .180 .160 .519 .021
Q6fact3 -.076 .078 .340 .738 .311
Q6fact4 .472 -.045 .079 .635 .074
Q6fact5 .301 .308 -.060 .539 .224
Q6fact6 -.072 .233 .464 .020 .565
Q6fact7 .181 .178 .779 .197 .106
Q6fact8 .599 -.006 -.013 .132 .501
Q6fact9 .589 -.013 -.090 .122 .570
Q6fact10 .557 .098 .235 .127 .478
Q6fact11 .447 .087 .507 .202 .217
Q6fact12 .574 .055 .291 .220 .301
Q6fact13 .346 .349 .605 .038 -.043
Q6fact14 .559 .065 .274 -.076 .345
Q6fact15 .766 -.080 .134 .228 .131
Q6fact16 .678 .110 .377 .229 .055
Q6fact17 .803 .060 .209 .146 .049
Q6fact18 .752 .226 .171 .220 -.010
Q6fact19 .816 .132 .058 .178 .186
Q6fact20 .710 .322 .224 .109 .098
Q6fact21 .775 .208 .286 .009 .072
Q6fact22 .804 .195 -.039 .031 .116
Q6fact23 .470 .524 .104 .145 .150
Q6fact24 .612 .396 .145 .201 -.003
Q6fact25 .639 .336 .174 .282 -.006
Q6fact26 .208 .735 .205 .260 .028
Q6fact27 .683 .398 .016 .193 .204
Q6fact28 .099 .792 .222 -.076 .221

46
 Q6fact29 .716 .263 .078 .130 .103
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 10 iterations.

Component Transformation Matrix

Component 1 2 3 4 5

1 .819 .310 .285 .289 .261

2 -.555 .500 .556 .241 .273
3 -.111 -.567 -.123 .426 .685
4 .039 .178 -.091 -.764 .613
5 -.085 .548 -.766 .305 .113

Extraction Method: Principal Component Analysis.

Rotation Method: Varimax with Kaiser Normalization.
Based on statistical analysis of data obtained, factors effecting purchase intention of consumers
in apparel retailing have been mostly found to be consistent with that of existed in the literature.
The model proposed in the study, suggested price image, brand image and perceived risk as
factors effecting store image.

Brand Image
Among the factors, brand image has long been evaluated as an antecedent of purchase intention
of consumers. Since brand image conveys information about the quality of product/service,
price-quality matching cues, and recalls of service quality, brands sold in the store build a
unique understanding and perception of store image in the minds of consumers which then
turns in to repetitive purchase behaviour. Therefore, it is essential for the store to identify itself
with the right combination of brands it sells and/or with private label brands it offers to
consumers. In the study, the hypothesis regarding positive effect of brand image on store image
and purchase intention was supported. This finding may imply high brand conciousness of
relatively young respondents in the sample and brand image plays an important role in their
buying decisions.

47
Price image
Pricing, another fundamental domain used in store retailing, refers value for money and
differentiates consumers in segments. Price-conscious consumers make their judgments taking
prices as reference points among other referents. Consumers’ perception on benefits stemming
from an appropriate quality-price or brand-price alignment will increase intention to buy. In
the study, research findings approving links between price image and store image and purchase
intention give evidence about the price consciousness of respondents in their apparel
consumption.

Perceived risk
Perceived risk of product, finance and quality have been studied since 1970s in understanding
consumer behaviour. The study findings indicated that perceived risk by shoppers in apparel
retailing is still a prevailing issue. Risk perception of consumers have been found to be
negatively related with store image and purchase intention implying the willingness of
consumers to avoid risks involved in shopping in the store. Considering the shift toward online
shopping and substantial increase in internet-based shopping witnessed in recent years, the
risks involved will continue to take attention of both reactionaries and academics in the coming
years. Many creative ways and attributes used by store retailers to maintain store image help
decrease risks involved in shopping. Store image may act as a risk reducer. This finding implies
price fairness and pricing policy improves store image and then purchase intention.

Correlation between Store Image Attributes and Demographic Variables

The results of below table indicate the coefficients of correlation between store image attributes
and demographic variables. A significant positive relationship between income and four
factors, namely, price, fashion and style, selection, and internal layout and design was found.

Finally, although the gender of the respondents was related to selection, it was not significant.
The consumer profile going for Apparel shopping at Fashion chain stores reflects that gender
does not significantly influence the selection of store attributes. This interesting finding may
be attributed to the social and cultural fabric, which underlies the Apparel consumer market.
Therefore, this analysis demonstrates clearly that the one demographic factor that significantly
influences consumers’ perceptions of store image attributes is income.

48
Gender & Store Image Attributes
Factor Female (146) Male (115) t-value
Mean S.D Mean S.D
Price 3.65 .55 3.67 .58 .18
Fashion and 3.60 .65 3.62 .45 1.65
style
Selection 3.28 .55 3.27 .71 .28
Staff 3.25 .66 3.32 .47 .68
Quality 3.07 .46 3.17 .68 1.26
Refund 3.01 .78 3.02 .69 .88
Reputation 2.97 .78 3.08 .72 .83
Layout and 2.76 .70 2.82 .71 .51
design
Table shows the mean, standard deviation and t-value of gender and store image attributes.

Regression Analysis
Model Unstandardized Standardized t Sig. Correlations
Coefficients Coefficients
B Std. Error Beta Zero-order Partial Part
(Constant) -3.654 .761 -4.799 .000
Price .087 .082 .067 1.058 .291 .136 .066 .059
Fashion .145 .091 .101 1.581 .115 .139 .099 .088
and style
Selection .385 .098 .240 3.935 .000 .162 .241 .219
Staff .316 .099 .214 3.208 .002 .180 .198 .179
Quality .086 .113 .052 .759 .448 .123 .048 .042
Refund .231 .114 .129 2.021 .044 .150 .126 .113
Reputatio .569 .104 .348 5.472 .000 .220 .326 .305
n
Layout .128 .084 .089 1.519 .130 .180 .095 .085
and design
Table shows the regression coefficients of store image attributes, t values.

49
Correlations

An important implication of this study for retailers relates to their need to take into account the
serious impact of store image and its relationship with store loyalty and store choice. Store
satisfaction transforms the implications of the image of the store and store image influences
store loyalty through store satisfaction. This signifies that store loyalty is built through store
satisfaction and that satisfaction is built among other things by store image. Consequently,
retailers must ensure that the image of their store is as positive as possible in the eyes of its
consumers; in other words, they must meet the expectations of customers regarding the store’s
image and personality.

Shopping for clothing involves making decisions about one’s appearance and this reflects the
attitude of the customers towards fashion in general and stores in particular (Tatzel, 1982). As
per Belk (1988), clothing is linked to how consumers view themselves as part of their extended
self, which ultimately increases one’s total wellbeing. Choice of clothing is considered a form
of communication influenced by social norms, self-expressions and technology (Beck, 1985).

50
If clothing retailers wish to meet the needs of their consumers, it is very important for them to
create customer satisfaction.

In this, rapidly changing retail environment of today, constant monitoring of the store’s image
and appropriate adaptations to consumers in the target market is required. This should
ultimately result in store loyalty. The strong impact of consumer proneness on satisfaction
emphasizes that retailers cannot lose sight of the importance of consumer demographic
characteristics in shaping store loyalty. Consumer relationship proneness refers to the stable
tendency of a consumer to engage in relationships with retailers and can therefore be
considered a part of the consumer’s personality. Arons (1961) proposed a connection between
a store that is ‘agreeable’ from the customer’s point of view and the number of times the
customer will visit the store within a given period. Based upon this connection, retailers must
attempt to attract those consumers who possess a relatively stable and conscious tendency to
engage in relationships with retailers in their particular product category.
Evaluating consumer attitudes toward their store’s image therefore, can help retailers
understand how to improve their retailing mix. By analysing this process, retailers from any
sector can take practical steps by formulating specific strategies for retailing success. However,
a strategy designed to build an image based on these attributes alone is not enough. Customers
must continue to perceive that the store really possesses these promised attributes based on
their actual experiences with the store. After all, a retail store cannot sell its products unless the
customer is in the store. Store Image analysis based on targeted market niches allows its
modifications to better satisfy target customers wants. This also allows for the prioritization of
managerial effort by identifying the relative importance of image attributes compared to other
variables.
Cluster Analysis
Number of Cases in each
Cluster

Cluster 1 133.000

2 67.000
Valid 200.000
Missing 1.000

By performing Hierarchical Method , we got 2 clusters

51
Cluster 1
People belonging to this group don’t enjoy surfing on internet much and prefer to spend on
travelling. They believe that women are active participants in purchase decision. These people
are trendier. They like to work out and keep up with the trend. They prefer end of season sale
priced products and enjoy sale season & offers and discounts. They like buying branded and
good quality products at reasonable price. They don’t like watching TV series online. They feel
that computer is a necessity and that computer education is important. They are more outgoing
in nature and not a huge fan of technology.

Cluster 2
People belonging to this group don’t prefer to buy products through credit card as a matter of
convenience and don’t like spending on travelling. They are the ones who want to buy good
quality branded products, however they are price conscious too. Hence, they prefer getting
freebies while shopping and exciting offers or discounts on products, attract them the most.
They agree that car is not a necessity but a luxury and agree that computer education be
included at the primary level. They are technologically advanced and enjoy watching web
series and surf the internet. They are optimistic that liberalization in the economy have made
the population tech -savvy. Their purchase decisions are not always based on their spouse,
rather for them Advertisements, store experience play a vital role for decision making. They
don’t have special liking for vegetarian food and don’t prefer going out on every weekends.
Also they are less concerned about the brand and more concerned about the price and quality.
In short, these individuals belong to the mediocre salary class, and are very
independent decision- makers. They may be termed as progressive in their outlook. However,
they are homely in nature and some traditional values still persist in them.

Cross - tabulation
Which Fashion retail chain store do you prefer the most for Apparel shopping? * Do you like
visiting Fashion retail chain stores for apparel shopping?

1. Do you prefer/ would prefer Total

do Apparel shopping?
No Yes
Count 0 15 15

52
3. Which Fashion retail Shopper’s % within 3. Which .0% 100.0% 100.0%
chain stores do you stop Fashion retail chain
prefer the most for stores do you prefer the
Apparel shopping? most for Apparel
shopping?

% within 1. 1. Do you .0% 7.7% 7.5%

like visiting Fashion
retail chain stores for
apparel shopping
% of Total .0% 7.5% 7.5%
Westside Count 0 7 7
% within 3. Which .0% 100.0% 100.0%
Fashion retail chain
stores do you prefer the
most for Apparel
shopping?
% within 1. 1. Do you .0% 3.6% 3.5%
like visiting Fashion
retail chain stores for
apparel shopping
% of Total .0% 3.5% 3.5%
Central Count 0 34 34
% within Which Fashion .0% 100.0% 100.0%
retail chain stores do you
prefer the most for
Apparel shopping?
% within 1. 1. Do you .0% 17.3% 17.1%
like visiting Fashion
retail chain stores for
apparel shopping
% of Total .0% 17.1% 17.1%
Pantaloons Count 1 79 80
% within 3. Which 1.2% 98.8% 100.0%
Fashion retail chain
stores do you prefer the
most for Apparel
shopping?
% within 1. 1. Do you 33.3% 40.3% 40.2%
like visiting Fashion
retail chain stores for
apparel shopping
% of Total .5% 39.7% 40.2%
Total Count 3 196 199
% within 3. Which 1.5% 98.5% 100.0%
Fashion retail chain
stores do you prefer the
most for Apparel
shopping?
% within 1. 1. Do you 100.0% 100.0% 100.0%
like visiting Fashion
retail chain stores for
apparel shopping

53
 % of Total 1.5% 98.5% 100.0%

Interpretation:
Out of the people who say yes that they prefer shopping apparel from Fashion retail chain
stores, 3.5% prefer to shop from Westside, and 17.1% prefer to shop from Central, 40.2% prefer
Pantaloons and 7.5% prefer to shop on Shoppers Stop.

Hence, Pantaloons is the most preferable store preferred by people for Apparel shopping.
Descriptive Statistics
Dependent Variable: 2. How often do you do Apparel shopping?
Occupation Income Group Mean Std. N
Deviation
Student Below 25000 3.6383 1.05141 47
25000 – 50000 5.3333 1.15470 3
50000 – 75000 4.0000 .00000 2
75000 - 100000 3.5000 .70711 2
Above 100000 4.0000 .81650 4
Total 3.7586 1.06475 58
Service Below 25000 3.8889 1.36722 18
25000 – 50000 3.9189 1.29911 37
50000 – 75000 3.8500 1.59852 20
75000 - 100000 3.1429 1.77281 7
Above 100000 2.8000 1.42428 15
Total 3.6701 1.46289 97
Business Below 25000 4.0000 1.41421 2
25000 – 50000 3.2000 1.48324 5
50000 – 75000 2.0000 . 1
75000 – 4.0000 2.16025 4
100000
Above 100000 2.4000 .98561 15
Total 2.8889 1.39596 27
Homemaker Below 25000 3.2308 1.36344 13
25000 – 50000 4.0000 . 1
50000 – 75000 3.0000 . 1

54
 Above 100000 1.0000 .00000 2
Total 3.0000 1.41421 17
Total Below 25000 3.6375 1.18261 80
25000 – 50000 3.9348 1.34002 46
50000 – 75000 3.7500 1.51083 24
75000 – 3.4615 1.71345 13
100000
Above 100000 2.6667 1.28730 36
Total 3.5327 1.37352 140

Levene's Test of Equality of Error

Variancesa
Dependent Variable: 2. How often do
you go for Apparel shopping?
F df1 df2 Sig.
1.096 18 180 .359
Tests the null hypothesis that the error
variance of the dependent variable is
equal across groups.
a. Design: Intercept + Q10 + Q11 + Q10
* Q11

Tests of Between-Subjects Effects

Dependent Variable: 2. How often do you go
for Apparel Shopping?
Source Type III Df Mean F Sig. Partial Noncent. Observed
Sum of Square Eta Paramete Powerb
Squares Squared r

55
 Corrected 68.471a 18 3.804 2.244 .004 .183 40.400 .987
Model
Intercept 581.143 1 581.143 342.8 .000 .656 342.894 1.000
94
Q10 10.605 3 3.535 2.086 .104 .034 6.258 .527
Q11 20.492 4 5.123 3.023 .019 .063 12.091 .794
Q10 * Q11 22.722 11 2.066 1.219 .277 .069 13.407 .651
Error 305.067 180 1.695
Total 2857.000 199
Corrected 373.538 198
Total
a. R Squared = .183 (Adjusted R Squared =
.102)
b. Computed using alpha = .05

H00: There is no significant impact of occupation on how often they do Apparel shopping.
H01: There is significant impact of occupation on how often they do Apparel shopping.

H10: There is no significant impact of income on how often they do Apparel shopping..
H11: There is significant impact of income on how often they do Apparel shopping.

H20: There is no significant impact of interaction of occupation and income on how often they
do Apparel shopping.
H21: There is significant impact of interaction of occupation and income on how often they do
Apparel shopping.

ANOVA (Two Way)

Accept H00, H11, and H20.

Interpretation:
There is no relationship between ones occupation and how often they do Apparel shopping at
this stores.

56
Income has an impact on how often people at these stores.Also there is no relationship between
people’s occupation and their income together having any impact on how often they do Apparel
Shopping at these stores.

57
 4. Chapter 4

4.1. Conclusions & Recommendations

Based on statistical analysis of data obtained, factors effecting purchase intention of consumers
in apparel retailing have been mostly found to be consistent with that of existed in the literature.
The model proposed in the study, suggested price image, brand image and perceived risk as
factors effecting store image. These factors were also suggested to be influential on purchase
intention both directly and through the effect of store image which is included and tested as a
mediator in the model. Among the factors, brand image has long been evaluated as an
antecedent of purchase intention of consumers (Erdil and Uzun, 2010; Beristain and Zorrilla,
2011). Since brand image conveys information about the quality of product/service, price-
quality matching cues, and recalls of service quality, brands sold in the store build a unique
understanding and perception of store image in the minds of consumers which then turns in to
repetitive purchase behavior. Therefore, it is essential for the store to identify itself with the
right combination of brands it sells and/or with private label brands it offers to consumers. In
the study, the hypothesis regarding positive effect of brand image on store image and purchase
intention was supported. This finding may imply high brand conciousness of relatively young
respondents in the sample and brand image plays an important role in their buying decisions.
Pricing, another fundamental domain used in store retailing, refers value for money and
differentiates consumers in segments (Rezaei, 2015). Price-concious consumers make their
judgments taking prices as reference points (Tarnanidis et al., 2015) among other referents.
Consumers’ perception on benefits stemming from an appropriate quality-price or brand-price
alignment will increase intention to buy. In the study, research findings approving links
between price image and store image and purchase intention give evidence about the price
conciousness of respondents in their apparel consumption. Similar to other emerging
economies, this result may be meaningful and consistent for an emerging economy like Turkey.
Perceived risk of product, finance and quality have been studied since 1970s in understanding
consumer behavior (Liljander, 2009). The study findings indicated that perceived risk by
shoppers in apparel retailing is still a prevailing issue. Risk perception of consumers have been
found to be negatively related with store image and purchase intention implying the willingness
of consumers to avoid risks involved in shopping in the store. Considering the shift toward
online shopping and substantial increase in internet-based shopping witnessed in recent years,
the risks involved will continue to take attention of both practionnaries and academics in the
coming years. Mediating effect of store image on the relationship between risk perception and
purchase intention was another finding of the study consistent with literature (e.g., Liljander et
al, 2009). Many creative ways and attributes used by store retailers to maintain store image
help decrease risks involved in shopping. Store image may act as a risk reducer. The
relationship between price image and purchase intention was found to be mediated by store
image. This finding implies price fairness and pricing policy improves store image and then
purchase intention.
Product–market segmentation criteria was employed in this study, such as socioeconomic and
demographic characteristics, but segmenting consumers according to the levels of their
consumer relationship proneness may also be useful in determining whether this proneness
influences store loyalty. Furthermore, this study investigated consumers of a clothing retail
sector, as such; additional studies should determine and consider any differences between the

58
composition and importance of store image attributes for different retailers in the same sector
and in other sectors.

Findings reveal the conclusions for practionaries and marketing managers to consider price
image, brand image and store image in their strategies in order to build repetitive purchase
intention of consumers for sustainable competition. In the study, price matching policy and
relative price has been analysed. For further research, other considerations such as price
discounts, sales campaigns and promotions can be included in the model. Brand image
dimension was measured in terms of quality and affective satisfaction with brands. Other
dimensions of brand perception like brand awareness or brand equity can be analysed in future
research. For store image perception, the findings of the study suggest building good
relationship with the customer and service quality provided by the employees in the store will
increase purchase intention whereby problem-solving and guiding role of store employees is
crucial in apparel retailing. This kind of relational advantage of stores offer benefits to
consumers which does not exist in on-line shopping. The results obtained in the research may
provide some cues of marketing communication for the intended target segments. The research
was conducted on post graduate students of four universities in Istanbul, Turkey. This may be
a limitation but also a good segmentation for the analysis because this group represent
relatively young apparel consumers having bachelor’s and post-graduation degree and living
in a big city. The fitness between characteristics of the subjects in the sample and the
consumption preference in apparel stores and private label brands increase the general ability
and reliability of findings. Another research suggestion might be analysing shopping and
purchase behaviour according to gender differences. Also, in further research, consumer
loyalty may be included in the research model.

59
Appendices

Questionnaire

1. Do you like visiting Fashion retail chain stores for apparel shopping

 Yes
 No

2. How often do you go for Apparel Shopping?

 Once a week
 Fortnightly
 Once a month
 Rarely
 Only during occasions
 Every few months

3. Which Fashion Retail Store chains do you prefer the most for Apparel shopping?
 Shoppers stop
 Westside
 Central
 Pantaloons

4. Kindly rate the factors on the level of importance while you shop at these Stores?
(Rate from 1-5, 1- High, 5- Low)
Attributes Pantaloons Shoppers Westside Central
Stop
Price
Fashion & Style
Wide variety of range &
assortments selection
Staff
Quality

Refund
Reputation of brands available
Layout and Store design

5. Which attributes of the below mentioned Fashion Retail chain attracts you the
most?
Attributes Pantaloons Shoppers Westside Central
Stop

60
 Price
Fashion & Style
Wide variety of range &
assortments selection
Staff
Quality
Refund
Reputation of brands available
Layout and Store design

6. Kindly rate the factors with respect to Apparel shopping at Fashion Retail Chain
stores. (Rate from 1-5, 1- High, 5- low

1 2 3 4 5

I do shopping to see what new products are

available

Store chains for shopping is much

convenient than visiting my local
clothing store
I prefer Apparel shopping as there is
proper parking space available
I prefer to buy local home brands available

I prefer to buy latest brands & keep up

with the trend
Retail chain shopping causes a lot of
hassles rather I would prefer to visit a
nearby apparel store
I perceive psychological risk when
chosen store provides unpleasant store
shopping experience and low social
status
There are more range and assortments
offered
The price of products is good indicator of
its quality

Provides good offers & discounts

61
I perceive financial risk when I have to pay
more than necessary

I perceive time and convenience risk

when it takes more to time to find and
purchase a product
Is less stressful
Local stores provide quality products for
low price
I agree with that higher the price of
product, higher is the quality

Apparel retail chain store provides me

easy mode of payment
It gives me Personal Shopper experience
I avoid standing in long queue for
billing
Shopping would provide me social
experiences outside home

I perceive physical risk when chosen

store delivers unsafe products and
unsafe shopping experience
Multiple brands are available under one
roof
I prefer not having any hidden charges
Loyalty card programs are preferred
Preference of getting different
international brands
Omni-channel facility available
I get cashbacks on every purchase
through card & loyalty points
Bulk purchases available at reasonable
pric

Returning Apparels are hassle free

I prefer end of season sale while I buy

Apparels

62
7. Kindly mention your level of agreement on the following statements.
(1-Strongly agree, 2-Agree, 3-Neutral, 4-Disagree, 5-Strongly disagree)

1 2 3 4 5
I prefer to pay credit card as a matter
of convenience
I enjoy surfing on net
I like to spend less on travelling
Women are active participants in
purchase decision
People are more fashion oriented
today
I prefer local brand clothes over
premium brands
I prefer low priced products
I prefer Buy 2 + 1 free offers
I always buy branded Apparel
I prefer getting offers on the
products I buy
A car is not necessity rather it is a
luxury
I prefer to go out on weekends
I prefer watching television series on
net
I feel veg food is more nutritious
than non-veg food
A computer is a necessity rather
than luxury
I only buy good quality products
Computer education is important in
high school education level
Liberalization of Indian economy
have made the population tech savvy
I prefer discount schemes on high
quantity
Advertisement plays an important
role in decision making
I incorporate wearing good clothes
in my everyday life which enhances
my personality
I like to keep up with trends

63
Demographics:

Name: __________________

Gender
 Male
 Female

Occupation
 Student
 Service
 Business
 Home-maker

Income Group
 Below 25000
 25000-50000
 50000-75000
 75,000-1, 00,000
 Above 1, 00,000

64
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66
67
Total Variance Explained

Co Extraction Sums of Rotation Sums of Squared

mp Initial Eigenvalues Squared Loadings Loadings

one % of Cumulati % of Cumulati % of Cumulati

nt Total Variance ve % Total Variance ve % Total Variance ve %

1 12.80
44.158 44.158 12.806 44.158 44.158 9.263 31.940 31.940
6
2 2.075 7.155 51.313 2.075 7.155 51.313 2.612 9.008 40.948
3 1.558 5.373 56.686 1.558 5.373 56.686 2.351 8.106 49.054
4 1.155 3.984 60.670 1.155 3.984 60.670 2.251 7.760 56.815
5 1.087 3.748 64.419 1.087 3.748 64.419 2.205 7.604 64.419
6 .970 3.346 67.765
7 .912 3.146 70.911
8 .805 2.775 73.686
9 .733 2.529 76.216
10 .610 2.102 78.318
11 .561 1.935 80.253
12 .545 1.879 82.132
13 .518 1.788 83.919
14 .488 1.681 85.601
15 .427 1.474 87.075
16 .420 1.448 88.523
17 .387 1.334 89.857
18 .359 1.239 91.097
19 .342 1.180 92.277
20 .308 1.062 93.338

68
21 .294 1.012 94.351
22 .283 .974 95.325
23 .263 .908 96.232
24 .242 .836 97.068
25 .230 .795 97.863
26 .193 .665 98.528
27 .159 .549 99.077
28 .136 .470 99.547
29 .131 .453 100.000

Extraction Method: Principal

Component Analysis.

Rotated Component Matrixa

Component

1 2 3 4 5

Q6fact1 .087 .170 .053 .267 .671

Q6fact2 .459 .180 .160 .519 .021
Q6fact3 -.076 .078 .340 .738 .311
Q6fact4 .472 -.045 .079 .635 .074
Q6fact5 .301 .308 -.060 .539 .224
Q6fact6 -.072 .233 .464 .020 .565
Q6fact7 .181 .178 .779 .197 .106
Q6fact8 .599 -.006 -.013 .132 .501
Q6fact9 .589 -.013 -.090 .122 .570
Q6fact10 .557 .098 .235 .127 .478
Q6fact11 .447 .087 .507 .202 .217
Q6fact12 .574 .055 .291 .220 .301
Q6fact13 .346 .349 .605 .038 -.043
Q6fact14 .559 .065 .274 -.076 .345
Q6fact15 .766 -.080 .134 .228 .131

69
Q6fact16 .678 .110 .377 .229 .055
Q6fact17 .803 .060 .209 .146 .049
Q6fact18 .752 .226 .171 .220 -.010
Q6fact19 .816 .132 .058 .178 .186
Q6fact20 .710 .322 .224 .109 .098
Q6fact21 .775 .208 .286 .009 .072
Q6fact22 .804 .195 -.039 .031 .116
Q6fact23 .470 .524 .104 .145 .150
Q6fact24 .612 .396 .145 .201 -.003
Q6fact25 .639 .336 .174 .282 -.006
Q6fact26 .208 .735 .205 .260 .028
Q6fact27 .683 .398 .016 .193 .204
Q6fact28 .099 .792 .222 -.076 .221
Q6fact29 .716 .263 .078 .130 .103

Extraction Method: Principal Component Analysis.

Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 10 iterations.

8. Chapter 4

8.1. Conclusions & Recommendations

70