1. To study the impact of psychographic profile on the various aspects of shopping and patronage.

1. PROJECT ON
STUDY OF PSYCHOGRAPHIC PROFILE OF
PATRONAGE PREFERENCE GROUP (MEMBERSHIP
CARD HOLDERS)
1

2. TABLE OF CONTENTS
SERIAL NO. TOPIC PAGE NO.
1. EXECUTIVE SUMMARY 4
2. INTRODUCTION 5
3. LITERATURE REVIEW 6
4. OBJECTIVES 8
5. RESEARCH DESIGN 9
6. DATA ANALYSIS 10
7. CONCLUSION AND 33
RECOMMENDATIONS
8. LIMITATIONS 36
9. APPENDIX AND ANNEXURES 37
10. REFERENCES 41
2

3. CHAPTER 1: EXECUTIVE SUMMARY
There has been an increase in the membership card distribution by the retailers to
attract more customers and to make the present customers feel more attached to the
shops or retail outlets.
Psychographic factors include attitudes, opinion, interest, lifestyle, value system. All
these factors play a vital role in the use of membership card by the consumers. There
are certain other demographic factors which also influences the use of card by the
consumers or. In our study we have concentrated on how both the psychographic and
demographic factors influence the customer orientation towards membership card
holding. In our exploratory study we have concentrated on the elite class, working
class, students. A conclusive research has been carried out for the purpose. The data
has been collected from Atta market (sector-18), Great India Place, Centre Stage Mall
(Noida). A random sample of 120 odd people was chosen for the study.
3

4. CHAPTER 2: INTRODUCTION
The present study is aimed at knowing the perception regarding the psychographic
profile of patronage preference group (membership owner cards).
In marketing research, ‘Psychographic profile’ means the study and classification of
people according to their attitudes, aspirations, and other psychological criteria. It
addresses the way in which consumers express themselves in a social and cultural
environment. Psychographic variables may include any attributes that may be related
to personality values, attitudes, interest, and lifestyle. These factors may also be called
as IOA variables that are Interest, Opinion, and Attitudes.
When an assessment of persons psychographic variables is formed that is termed as
psychographic profile. These kind of psychographic profiles are very important for
marketing as well as in promotion of the products.
With response to the increasing services provided by the different firms, most of the
firms are now focusing on providing better services to the consumers, these services
also include the distribution of membership cards which provides special discounts
and services to the special consumers of the stores.
It is very important in the present scenario to understand and pay attention on the
psychographic make up of the potential consumers, their values and perception about
the various factors like quality of the product, brand name, image, variety and also the
price. This can be done using survey, talking to the people or just by observation.
4

5. 2A. LITERATURE REVIEW
1. Du Preez Ronel: visser M. Elizabeth: Zietsman Lucille, Lifestyle, shopping
orientation, patronage behavior and shopping mall behavior- A Study of South
African Male Apparel Consumer, European Advance in Consumer Research, Vol-8,
p.279
Consumers’ expressions in social and cultural environment are influenced by lifestyle
and psychographics. Consumers lifestyle and value systems are not only shaped by
their family, peer, community but also by the events which takes place during the life.
Various aspects like, personal characteristics, information sources, store attributes,
visual merchandise affects the store patronage of consumers and thus in order to
comprehend the patronage behavior the retailers must understand the determinants of
consumers shopping orientation.
Source: http://www.eacrwebsite.org/vol-8
2. Shekhar M. Raj(2005) conducted a Study on the Changing Retail Scenario in India
Glitzy malls are coming up in a huge number all over the country. Delhi has already
Ansal Plaza and many more like this expected to come in the near future. The retailers
are already threatened from these malls. Today the consumers are much more
comfortable with the quality, the brands provide. More families now prefer to shop on
weekends preferring those shops, which are situated near to their homes. So it is
showing that, now Indian consumers are ready for organized retail. The consumers’
present scenario has very less time for shopping and entertainment. They feel no
regret, paying higher price to get premium quality products from a place that can offer
products and services to fulfill their diverse needs.
3. Lifestyle analysis- a tool for understanding buyer behavior
5

6. Its very important to understand consumers behavior as it helps marketer to
understand how a consumer thinks feels and selects from the various alternatives like
products, brands and also how the factors like environment, reference group and
family influences the consumer. In this study, the researcher has emphasized on the
importance of lifestyle and its impact on the buyer behavior.
Source: http// www.aima-ind.org/ejournal/articlepdf/jayasrepaper.pdf
4. International Journal Of Retail & distribution management, Volume 25, November
11, 1997
Publisher: Emerald Group Publishing Limited
This study shows the importance of lifestyle factors. In this study the consumers were
divided into three different groups based on their level of shopping activity: low,
medium, high. The result showed that each of the group had different store patronage
practices, psychographic profiles and income levels. This showed that retailers should
work to enhance and grow in the direction of the organized retail to attract consumers.
6

7. 2B. OBJECTIVE OF THE STUDY
1. To study the impact of psychographic profile on the various aspects of
shopping and patronage.
7

8. CHAPTER 3: RESEARCH DESIGN
Type of Research: Descriptive research
1) Scope of Research: Research is done at CENTER STAGE MALL, GREAT
INDIA PLACE, SECTOR 18 NOIDA
2) Sampling: sampling plan for the study is simple random sampling.
A) Sampling element: people coming in Center Stage Mall, Great India Place
and Atta market.
B) Sampling Approach: Judgmental sampling under non probabilistic sampling
approach.
C) Sampling size: 120 customers.
3) Questionnaire design: for research purpose questionnaire is designed under
Cross sectional design approach with both closed and open ended questions
keeping in mind objectives of the research. Questions are formed using
various scales like likert( 5 point scale) , nominal and ordinal to collect data.
4) Data collection:
A) Primary Data Collection: primary data was collected through
(i) Mall intercept interview of customers coming in above places
Data collection instrument is Questionnaire.
5) Data analysis and Hypothesis Testing: After collecting data through survey
various tools were used to analysis data. These include frequency distribution,
bar chart-pie chart representation, cross tab, Annova test,T- test and Factor
analysis. Hypotheses were also tested.
8

9. 6) Conclusion: All hypotheses have been consolidated.
CHAPTER 4: DATA ANLYSIS AND FINDINGS
RESEARCH ANALYSIS
The analysis has been done using factor analysis, ANNOVA and Crosstabs chi square
tests. Factor analysis will help to decide the factors influencing the membership of
various cards. The Crosstabs and chi square tests will help to find the relationships
between different factors. ANNOVA will help us to define relationship between
income groups and various factors.
4.1 CROSS TABS
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
OCCUPATION *
TYPE OF CREDIT 120 100.0% 0 .0% 120 100.0%
CARD OWNED
Table 4.1.1
9

10. 1. Null Hypothesis (H0)- There is no significant relation between occupation and
type of credit card owned.
2. Alternative Hypothesis (H1)- There is significant relation between occupation
and type of credit card owned.
Table 4.1.2
OCCUPATION * TYPE OF CREDIT CARD OWNED Cross tabulation
Count
TYPE OF CREDIT CARD OWNED
American Departmental
express Master card Visa card store card Others Total
OCCUPATI C.A 3 0 0 1 1 5
ON
Doctor 2 6 5 0 1 14
Teacher 0 1 4 3 1 9
Lawyer 4 4 0 0 0 8
Engineer 2 5 6 2 1 16
Student 1 6 2 6 25 40
Business
1 6 6 1 1 15
men/women
Others 0 0 0 7 6 13
Total 13 28 23 20 36 120
10

11. Chi-Square Tests
Asymp. Sig.
Value df (2-sided)
Pearson Chi-Square 1.053E2a 28 .000
Likelihood Ratio 107.486 28 .000
Linear-by-Linear
18.240 1 .000
Association
N of Valid Cases 120
a. 36 cells (90.0%) have expected count less than 5. The
minimum expected count is .54.
Table 4.1.3
The value of Pearson Chi- Square is 0.000. Hence the null hypothesis is rejected. We
can conclude that kind of occupation affect the type of credit card being owned by
different professionals.
From the above table we get that C.A prefer to use American Express card as
compared to all other cards. Hence it can be said that they earn most as compare to all
other professionals.
From the above table we get that Doctors prefer to use Master card as compared to all
other cards.
From the above table we get that teacher and Engineer prefer to use Visa card as
compared to all other cards.
From the above table we get that lawyer prefer to use American Express and master
11

12. card as compared to all other cards.
From the above table we get that Students prefer to use any kind of card which is
available to them, as they earn less or sometimes nothing.
From the above table we get that Business men/women prefer to use Visa and master
card as compared to all other cards.
Hence the null hypothesis is rejected and it can be concluded that there is significant
relation between occupation and type of credit card owned.
Symmetric Measures
Asymp. Std. Approx.
Value Errora Approx. Tb Sig.
Interval by Pearson's R
.392 .076 4.622 .000c
Interval
Ordinal by Spearman
.387 .077 4.553 .000c
Ordinal Correlation
N of Valid Cases 120
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.
c. Based on normal approximation.
Table 4.1.4
12

13. 4.2 : One Way ANNOVA
4.2.1: Income group and purchasing of outfit of latest fashion.
1. Null Hypothesis (H0) - There is no significant difference between income
group and purchasing of outfit of latest fashion.
2. Alternative Hypothesis (H1) - There is significant difference between income
group and purchasing of outfit of latest fashion.
Independent Variable: Income Group
Dependent Variable: Frequency of purchasing of outfit of latest fashion.
ANOVA
INCOME GROUP
Sum of
Squares Df Mean Square F Sig.
Between
21.163 4 5.291 4.056 .004
Groups
Within Groups 150.004 115 1.304
Total 171.167 119
Table 4.2.1
f-cal > f-tab
4.056 > 2.45
13

14. As significance value is less than 0.05, and f-cal is greater than f-tab so null
hypothesis is rejected and we will accept the alternate hypothesis. Hence there is a
significant difference between the income group and purchasing of outfit of latest
fashion.
4.2.2: Income group and frequency of holidays as a mark of status.
1. Null Hypothesis (H0) - There is no significant difference between income
group and frequency of holidays as a mark of status.
2. Alternative Hypothesis (H1) - There is significant difference between income
group and frequency of holidays as a mark of status.
Independent Variable: Income Group
Dependent Variable: Frequency of holidays as a mark of status.
ANOVA
INCOME GROUP
Sum of
Squares df Mean Square F Sig.
Between
14.099 4 3.525 2.581 .041
Groups
Within Groups 157.067 115 1.366
Total 171.167 119
Table 4.2.2
f-cal > f-tab
4.056 > 2.45
As significance value is less than 0.05, and f-cal is greater than f-tab so null
14

15. hypothesis is rejected and we will accept the alternate hypothesis. Hence there is a
significant difference between the income group and frequency of holidays as a mark
of status.
4.2.3: Age and satisfaction by the services provided by membership card
1. Null Hypothesis (H0) - There is no significant difference between age and
satisfaction by the services provided by membership card
2. Alternative Hypothesis (H1) - There is significant difference between age and
satisfaction by the services provided by membership card
Independent Variable: Age
Dependent Variable: Satisfaction by the services provided by membership card
ANOVA
AGE
Sum of
Squares df Mean Square F Sig.
Between
5.436 4 1.359 2.823 .028
Groups
Within Groups 55.364 115 .481
Total 60.800 119
Table 4.2.3
f-cal > f-tab
2.823> 2.45
As significance value is less than 0.05, and f-cal is greater than f-tab so null
15

16. hypothesis is rejected and we will accept the alternate hypothesis. Hence there is a
significant difference between the income group and frequency of holidays as a mark
of status.
4.2.4: Age and importance of quality of merchandise regardless of price
1. Null Hypothesis (H0) - There is no significant difference between age and
importance of quality of merchandise regardless of price
2. Alternative Hypothesis (H1) - There is significant difference between age and
importance of quality of merchandise regardless of price
Independent Variable: Age
Dependent Variable: importance of quality of merchandise regardless of price
ANOVA
AGE
Sum of
Squares df Mean Square F Sig.
Between
6.720 4 1.680 3.573 .009
Groups
Within Groups 54.080 115 .470
Total 60.800 119
Table 4.2.4
f-cal > f-tab
3.573> 2.45
As significance value is less than 0.05, and f-cal is greater than f-tab so null
hypothesis is rejected and we will accept the alternate hypothesis. Hence there is a
significant difference between the income group and frequency of holidays as a mark
of status.
16

17. 4.2.5: Occupation and Satisfaction by the services of membership cards
1.Null Hypothesis (H0) - There is no significant difference between Occupation and
satisfaction by the services of membership cards
2. Alternative Hypothesis (H1) - There is significant difference between Occupation
and satisfaction by the services of membership cards
Independent Variable: Occupation
Dependent Variable: satisfied by the services of membership cards
ANOVA
OCCUPATION
Sum of
Squares df Mean Square F Sig.
Between
44.714 4 11.179 3.071 .019
Groups
Within Groups 418.611 115 3.640
Total 463.325 119
Table 4.2.5
f-cal > f-tab
3.071> 2.45
As significance value is less than 0.05, and f-cal is greater than f-tab so null
hypothesis is rejected and we will accept the alternate hypothesis. Hence there is a
significant difference between the income group and frequency of holidays as a mark
of status.
17

18. 4.2.6: Occupation and influence by lifestyle of celebrities
1. Null Hypothesis (H0) - There is no significant difference between Occupation and
influence by lifestyle of celebrities
2. Alternative Hypothesis (H1) - There is significant difference between Occupation
and influence by lifestyle of celebrities
Independent Variable: occupation
Dependent Variable: Influence by lifestyle of celebrities
ANOVA
INCOME GROUP
Sum of
Squares df Mean Square F Sig.
Between
14.099 4 3.525 2.581 .041
Groups
Within Groups 157.067 115 1.366
Total 171.167 119
Table 4.2.6
f-cal > f-tab
2.281> 2.45
As significance value is less than 0.05, and f-cal is greater than f-tab so null
hypothesis is rejected and we will accept the alternate hypothesis. Hence there is a
significant difference between the income group and frequency of holidays as a mark
of status.
4.3: Factor Analysis
18

19. 4.3.1: KMO and Bartlett's Test
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling
.759
Adequacy.
Bartlett's Test of Approx. Chi-Square 447.938
Sphericity Df 78
Sig. .000
Table 4.3.1
KMO and Bartlett's Test is the strength of the relationship among variables large
enough. Large values for the KMO measure indicate that a factor analysis of the
variables is a good idea. For the example, notice that the Kaiser-Meyer-Olkin measure
of sampling adequacy is greater than .50
4.3.2: Communalities: Initial vs. Extraction
 Communalities - This is the proportion of each variable's variance that can be
explained by the principal components (e.g., the underlying latent continua).
It is also noted as h2 and can be defined as the sum of squared factor loadings.
19

20. Communalities
Initial Extraction
I LIKE TO GET THE
MEMBERSHIP
1.000 .679
CARDS OF
DIFFERENT STORES
PREFER USING
MEMBERSHIP 1.000 .731
CARDS
MEMBERSHIP
CARDS HOLDING
INFLUENCES 1.000 .745
SHOPPING
BEHAVIOR
INFLENCED BY
LIFESTYLE OF 1.000 .619
CELEBRITIES
PREFER TO BUY
DESIGNER LABEL
RATHER THAN 1.000 .571
STORE BRANDED
PRODUCTS
LIKETO SPEND ON
LUXURIOUS 1.000 .615
CLOTHES
QUALITY OF
MERCHANDISE OIS
IMPORTANT 1.000 .469
REGARDLESS OF
PRICE
STISIED BY .814
SERVICES OF
1.000
MEMBERSHIP
CARDS 20

21. Table 4.3.2
Total Variance Explained
Extraction Sums of Squared Rotation Sums of Squared
Initial Eigenvalues Loadings Loadings
Compone % of Cumulativ % of Cumulative % of Cumulativ
nt Total Variance e% Total Variance % Total Variance e%
1 4.076 31.354 31.354 4.076 31.354 31.354 3.169 24.378 24.378
2 1.554 11.950 43.304 1.554 11.950 43.304 2.118 16.289 40.667
3 1.236 9.505 52.809 1.236 9.505 52.809 1.459 11.222 51.889
4 1.115 8.578 61.387 1.115 8.578 61.387 1.235 9.498 61.387
5 .948 7.294 68.681
6 .786 6.043 74.723
7 .707 5.441 80.165
8 .638 4.908 85.073
9 .569 4.380 89.453
10 .454 3.492 92.945
11 .413 3.178 96.122
12 .286 2.197 98.319
13 .218 1.681 100.000
Extraction Method: Principal
Component Analysis.
Table 4.3.3
About 61.387 % of the total variance in the 13 variables is attributable to the first four
components. Also we can judge how well the four-component model describes the
original variables, by examine the above table and concluded that Component 1
explains a variance of 3.169, which is 24.378% of total variance of 13, Component 2
explains a variance of 2.118, which is 40.667% of total variance. Similarly, same kind
of conclusion can be drawn for other components. The amount of variance accounted
for by the four components is 7.98031, which about 61.387% of the total variance in
21

22. the 13 variables is attributable to the first six components (7.98031 / 13 = .6138), and
remaining 9 components together accounts for 38.613 of the total variance.
4.3.4: Component Matrix before Rotation
22

23. Component Matrixa
Component
1 2 3 4
PREFER USING
MEMBERSHIP .794
CARDS
PREFER TO BUY
DESIGNER LABEL
RATHER THAN .728
STORE BRANDED
PRODUCTS
MEMBERSHIP
CARDS HOLDING .697
INFLUENCES
SHOPPING
BEHAVIOR
I LIKE TO GET THE
MEMBERSHIP
.690 -.436
CARDS OF
DIFFERENT STORES
LIKETO SPEND ON
LUXURIOUS .690
CLOTHES
QUALITY OF
MERCHANDISE OIS
IMPORTANT .573
REGARDLESS OF
PRICE
LIKE TO SPEND A
LOT ON CLOTHES .448 .570
AND ACCESSORIES
LIKE TO BUY .547 23

24. Component Matrixa
Component
1 2 3 4
PREFER USING
MEMBERSHIP .794
CARDS
PREFER TO BUY
DESIGNER LABEL
RATHER THAN .728
STORE BRANDED
PRODUCTS
MEMBERSHIP
CARDS HOLDING .697
INFLUENCES
SHOPPING
BEHAVIOR
I LIKE TO GET THE
MEMBERSHIP
.690 -.436
CARDS OF
DIFFERENT STORES
LIKETO SPEND ON
LUXURIOUS .690
CLOTHES
QUALITY OF
MERCHANDISE OIS
IMPORTANT .573
REGARDLESS OF
PRICE
LIKE TO SPEND A
LOT ON CLOTHES .448 .570
AND ACCESSORIES
LIKE TO BUY .547 24

25. Table 4.3.4
This matrix contains the loadings of each variable onto each factor. By default
SPSS displays all loadings; however, we requested that all loadings less than .4 be
suppressed in the output and so there are blank spaces for many of the loadings.
This matrix is not particularly important for interpretation.
4.3.5: Rotated Component Matrix
25

26. Rotated Component Matrixa
Component
1 2 3 4
Table 4.3.5
MEMBERSHIP
CARDS HOLDING The rotated
INFLUENCES .849 component
SHOPPING matrix is a
BEHAVIOR matrix of the
PREFER USING factor loadings
MEMBERSHIP .764 for each variable
CARDS onto factors.
This matrix
LIKETO SPEND ON
contains the
LUXURIOUS .730
same
CLOTHES
information as
I LIKE TO GET THE the component
MEMBERSHIP matrix in given
.708
CARDS OF above except that
DIFFERENT STORES it is calculated
PREFER TO BUY after rotation. To
DESIGNER LABEL comparing this
RATHER THAN .647 matrix with the
STORE BRANDED un rotated
PRODUCTS solution, before
rotation, most
QUALITY OF
variables are
MERCHANDISE OIS
highly loaded
IMPORTANT .517
onto the first
REGARDLESS OF
factor and the
PRICE
remaining
LIKE TO BUY factors didn’t
OUTFIT OF LATEST .743 really get a look
FASHION in. From this
LIKE TO SPEND A table we can
LOT ON CLOTHES .730 draw following
AND ACCESSORIES loading of the
variable onto
AWARE OF .690
FASHION TREND 26
AND LIKE TO BE

27. factor.
Component Transformation Matrix
Comp
onent 1 2 3 4
1 .817 .474 .283 .170
2 -.412 .878 -.196 -.143
3 -.216 .019 .865 -.452
4 -.342 .061 .364 .864
Extraction Method: Principal Component
Analysis.
Rotation Method: Varimax with Kaiser
Normalization.
Table 4.3.6
4.3.7 : Factor Analysis:-
Factors* Variables Factor Variance %
(Cumulative)
Loadings
27

28. Factor 1 MEMBERSHIP CARDS HOLDING INFLUENCES .849 24.378
SHOPPING BEHAVIOR,
(4.076) (24.378)
.764
PREFER TO BUY DESIGNER LABEL RATHER
THAN STORE BRANDED PRODUCTS
.730
LIKETO SPEND ON LUXURIOUS CLOTHES,
.708
I LIKE TO GET THE MEMBERSHIP CARDS OF
DIFFERENT STORES, .647
PREFER TO BUY DESIGNER LABEL RATHER
THAN STORE BRANDED PRODUCTS,
QUALITY OF MERCHANDISE OIS IMPORTANT
.517
REGARDLESS OF PRICE
Factor 2 LIKE TO BUY OUTFIT OF LATEST FASHION, .743 16.289
(1.554)
(40.667)
LIKE TO SPEND A LOT ON CLOTHES AND .730
ACCESSORIES,
.690
AWARE OF FASHION TREND AND LIKE TO
BE FIRST TO TRY THEM,
28

29. CONFIDENT OF MY ABILITY TO RECOGNIZE .444
FASHION TRENDS
Factor 3 INFLENCED BY LIFESTYLE OF CELEBRITIES .707 11.222
(1.236)
(51.889)
FREQUENT HOLIDAYS IS MARK OF STATUS .686
Factor 4 STISIED BY SERVICES OF MEMBERSHIP .888 9.498
(1.115) CARDS
(61.387)
*Numbers in the parentheses in the first column represent eigenvalues of the
corresponding Table 4.3.7
Factor Discussion:
Factor 1-: This factor has emerged as a most important determinant of research with a
total variance of 24.378. Major element of this factor include user present
MEMBERSHIP CARDS HOLDING INFLUENCES SHOPPING BEHAVIOR,
(.849), PREFER TO BUY DESIGNER LABEL RATHER THAN STORE
BRANDED PRODUCTS (.764) etc.
Factor 2: This factor has emerged as the second most important determinant of
research with a total variance of 16.289. Major element of this factor include
29

30. Immediate supervisor is reasonable (.743), AWARE OF FASHION TREND AND
LIKE TO BE FIRST TO TRY THEM,(.690) etc.
Factor 3: This factor emerged as the important determinants of research with a
variance of 11.222. Major elements consisting this factor INFLENCED BY
LIFESTYLE OF CELEBRITIES (.707), FREQUENT HOLIDAYS IS MARK OF
STATUS (.686). This study shows that suggestion and development program affects
the satisfaction level.
Factor 4: This factor has emerged as the effective determinants of research with a
variance of 9.498. The major elements consisting this factor STISIED BY SERVICES
OF MEMBERSHIP CARDS and general supervision(.888). This study reveals that
because of supervision satisfaction may increase or decrease.
Chapter 5: CONCLUSION & RECOMMENDATIONS
1: CROSS TABS
The value of Pearson Chi- Square is 0.000. Hence the null hypothesis is rejected. We
can conclude that kind of occupation affect the type of credit card being owned by
different professionals.
2: ONE WAY ANNOVA
2.1: Income group and purchasing of outfit of latest fashion.
f-cal > f-tab
4.056 > 2.45
30

31. As significance value is less than 0.05, and f-cal is greater than f-tab so null
hypothesis is rejected and we will accept the alternate hypothesis. Hence there is a
significant difference between the income group and purchasing of outfit of latest
fashion.
2.2 : Income group and frequency of holidays as a mark of status.
f-cal > f-tab
4.056 > 2.45
As significance value is less than 0.05, and f-cal is greater than f-tab so null
hypothesis is rejected and we will accept the alternate hypothesis. Hence there is a
significant difference between the income group and frequency of holidays as a mark
of status.
2.3: Income group and frequency of holidays as a mark of status.
f-cal > f-tab
2.581 > 2.45
As significance value is less than 0.05, and f-cal is greater than f-tab so null
hypothesis is rejected and we will accept the alternate hypothesis. Hence there is a
significant difference between the income group and frequency of holidays as a mark
of status.
2.4: Age and satisfaction by the services provided by membership card
f-cal > f-tab
2.823> 2.45
As significance value is less than 0.05, and f-cal is greater than f-tab so null
hypothesis is rejected and we will accept the alternate hypothesis. Hence there is a
significant difference between the age and satisfaction by the services provided by
membership card
31

32. 2.5 : Age and importance of quality of merchandise regardless of price
f-cal > f-tab
3.573> 2.45
As significance value is less than 0.05, and f-cal is greater than f-tab so null
hypothesis is rejected and we will accept the alternate hypothesis. Hence there is a
significant difference between the age and importance of quality of merchandise
regardless of price
2.6: Occupation and satisfaction by the services of membership cards
f-cal > f-tab
3.071> 2.45
As significance value is less than 0.05, and f-cal is greater than f-tab so null
hypothesis is rejected and we will accept the alternate hypothesis. Hence there is a
significant difference between the occupation and satisfaction by the services of
membership cards
2.7 : occupation and influence by lifestyle of celebrities
f-cal > f-tab
2.281> 2.45
As significance value is less than 0.05, and f-cal is greater than f-tab so null
hypothesis is rejected and we will accept the alternate hypothesis. Hence there is a
significant difference between the occupation and influence by lifestyle of celebrities
3: FACTOR ANALYSIS
Factor 1-: This factor has emerged as a most important determinant of research with
32

33. a total variance of 24.378. Major element of this factor include user present
MEMBERSHIP CARDS HOLDING INFLUENCES SHOPPING BEHAVIOR,
(.849), PREFER TO BUY DESIGNER LABEL RATHER THAN STORE
BRANDED PRODUCTS (.764) etc.
Factor 2: This factor has emerged as the second most important determinant of
research with a total variance of 16.289. Major element of this factor include
Immediate supervisor is reasonable (.743), AWARE OF FASHION TREND AND
LIKE TO BE FIRST TO TRY THEM,(.690) etc.
Factor 3: This factor emerged as the important determinants of research with a
variance of 11.222. Major elements consisting this factor INFLENCED BY
LIFESTYLE OF CELEBRITIES (.707), FREQUENT HOLIDAYS IS MARK OF
STATUS (.686). This study shows that suggestion and development program affects
the satisfaction level.
Factor 4: This factor has emerged as the effective determinants of research with a
variance of 9.498. The major elements consisting this factor STISIED BY SERVICES
OF MEMBERSHIP CARDS and general supervision(.888). This study reveals that
because of supervision satisfaction may increase or decrease.
CHAPTER 6: LIMITATIONS
The following were the limitations that came during the commencement of the
project:
 The data collection was through personal interview and therefore biasness is
one of the limitations.
 Due to the time constraints all the customers were not covered.
 The sample was restricted to 120 customers, which may restrict the scope and
completion of study. Due to small sample size results obtained from the study
can’t be generalized.
 Most of the students’ interviewed were working as a part timers hence the
students statistics cannot be generalized.
 The scope of study is restricted only to the Noida region.
33

34. STUDY OF PSYCHOGRAPHIC PROFILE OF PATRONAGE
PREFRENCE GROUP (MEMBERSHIP CARD HOLDER)
QUESTIONNAIRE
Dear Respondents ,
You are requested to fill the provided questionnaire regarding the psychographic
profile and lifestyle that affects your shopping behavior and your preference towards
membership cards.
1. Gender
<INPUT TYPE= RADIO > MACROBUTTON HTMLDirect Male
<INPUT TYPE= RADIO > MACROBUTTON HTMLDirect Female
2. Age
<INPUT TYPE= RADIO > MACROBUTTON HTMLDirectLess Than 20
<INPUT TYPE= RADIO > MACROBUTTON HTMLDirect20-30 <INPUT
TYPE= RADIO > MACROBUTTON HTMLDirect30-40 <INPUT TYPE=
RADIO > MACROBUTTON HTMLDirectAbove 40
3. Occupation
<INPUT TYPE= RADIO > MACROBUTTON HTMLDirectC.A <INPUT
TYPE= RADIO > MACROBUTTON HTMLDirectDoctor <INPUT TYPE=
RADIO > MACROBUTTON HTMLDirectTeacher <INPUT
TYPE= RADIO > MACROBUTTON HTMLDirectLawyer
<INPUT TYPE= RADIO > MACROBUTTON HTMLDirectEngineer <INPUT
TYPE= RADIO > MACROBUTTON HTMLDirectStudent <INPUT TYPE=
RADIO > MACROBUTTON HTMLDirectBusiness man/woman <INPUT
TYPE= RADIO > MACROBUTTON HTMLDirectOthers
4. Income Group (per month)
<INPUT TYPE= RADIO > MACROBUTTON HTMLDirect30,000-50,000
<INPUT TYPE= RADIO > MACROBUTTON HTMLDirect 50,000-1,00,000
<INPUT TYPE= RADIO > MACROBUTTON HTMLDirectAbove 1,00,000
<INPUT TYPE= RADIO > MACROBUTTON HTMLDirect Below 10,000
34

35. 5. How Often Do You Go For Shopping.
<INPUT TYPE= RADIO > MACROBUTTON HTMLDirectWeekly <INPUT
TYPE= RADIO > MACROBUTTON HTMLDirectMonthly <INPUT TYPE=
RADIO > MACROBUTTON HTMLDirectHalf Yearly <INPUT TYPE=
RADIO > MACROBUTTON HTMLDirectYearly
6. Do you own a membership card.
<INPUT TYPE= RADIO > MACROBUTTON HTMLDirectYes
<INPUT TYPE= RADIO > MACROBUTTON HTMLDirectNo
7. When shopping what do you look for.
____ Value for money
____ good quality
____ Customer services
____ product image_
8. For your primary residence do you-
<INPUT TYPE= RADIO > MACROBUTTON HTMLDirect Own a house
<INPUT TYPE= RADIO > MACROBUTTON HTMLDirectRent a house or
apartment
<INPUT TYPE= RADIO > MACROBUTTON HTMLDirectOwn a townhouse
<INPUT TYPE= RADIO > MACROBUTTON HTMLDirectOthers
9. Which type of credit card do you use regularly.
<INPUT TYPE= RADIO > MACROBUTTON HTMLDirectAmerican Express
<INPUT TYPE= RADIO > MACROBUTTON HTMLDirectMaster Card
<INPUT TYPE= RADIO > MACROBUTTON HTMLDirectVisa Card
<INPUT TYPE= RADIO > MACROBUTTON HTMLDirectDepartmental Store
Card
<INPUT TYPE= RADIO > MACROBUTTON HTMLDirectOthers
35

36. 1-STRONGLY AGREE , 2- AGREE , 3- NEUTRAL , 4- DISAGREE, 5-
STRONGLY DISAGREE
S STATEMENTS OPTIONS
NO.
1 I like to get the membership cards of different stores. 1 2 3 4 5
2 I prefer using membership cards. 1 2 3 4 5
3 My membership card holding influences my shopping 1 2 3 4 5
behavior.
4 I am influenced by the lifestyle of the celebrities and like to 1 2 3 4 5
follow it
5 I prefer to buy designer labels rather than store branded 1 2 3 4 5
merchandise.
6 I like to spend on luxurious products. 1 2 3 4 5
7 Quality of merchandise is important for me regardless of 1 2 3 4 5
price.
8 I am satisfied by the services provided by membership card 1 2 3 4 5
9 I always buy at least one outfit of latest fashion. 1 2 3 4 5
10 I spend a lot of money on clothes and accessories. 1 2 3 4 5
11 I am aware of the fashion trend and want to be one of the 1 2 3 4 5
first to try them.
12 I am confident in my ability to recognize fashion trend 1 2 3 4 5
13 For me frequent holidays are a mark of status. 1 2 3 4 5
36

37. TABLE NUMBER PAGE NUMBER
4.1.1 10
4.1.2 11
4.1.3 12
4.1.4 13
4.2.1 14
4.2.2 15
4.2.3 16
4.2.4 17
4.2.5 18
4.2.6 19
4.3.1 20
4.3.2 21
4.3.3 23
4.3.4 24
4.3.5 27
4.3.6 29
4.3.7 30
37

38. References:
1. http://www.acrwebsite.org/vol-8
2. Shekhar M. Raj (2005) conducted a Study on the Changing Retail Scenario in India
3. www.aima-ind.org/ejournal/articlepdf/jayasrepaper.pdf
4. “International Journal Of Retail & distribution management”, Volume 25,
November 11, 1997, Emerald Group Publishing Limited
38