Impact of Colour

On
Consumers Buying Behavior
By Aurangzaib, Jun 28, 2007
Abstract:
Purpose – The purpose of this research is to understand colour strategy. Colour strategy
has become part of today’s marketing life. Trends for each year are no longer only
predicted by the fashion industry. Moreover, the psychological value of colour is in
marketing more important than in the fashion industry. Some colour associations and
reactions can be very dangerous for your product. Be aware however, not to lose track of
the origin of a product. On top, some colours can never work for a certain product
whereas they will be perfect for another one.

Introduction
If a marketer can identify consumer buying behavior, He or She will be in a better
position to target products and services at them. Buying behavior is focused upon the
needs of individuals, groups and organization.
The processes of decision and acts of final household consumers related with evaluating,
purchasing, consuming, and discarding products for personal consumption

Literature Review
According to Brown,(2005) “Buying decisions involve many factors that most consumers
are not even aware of them. In every purchase five steps are involved: need recognition,
information search, evaluation of alternatives, purchase decision, and finally post
purchase behavior. Even the simplest purchases can include any or all of these steps”.
Armstorng et al (2005) suggest that “personal, psychological, and social issues are other
variable influenced purchases”. Demographics normally play a major role in the buying
process, since social, religious, and economic factors all influence a person’s thought
processes. (O’Brien).
‘Color’ is one of the important attributes which acts as a driving force in cosmetics use
from a cross-cultural perspective. Use of color cosmetics (right color) satisfies the need to

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look young which leads to confidence for the consumer in an individualistic society. Use
of color cosmetics involves PDI (power distance), UAI (uncertainty avoidance) and IDV.
Mooij further suggested that together with national wealth Hofstede’s cultural dimensions
can explain more than half of the differences in consumption and consumer behavior.
By Spear, “Study of behavior of consumer’s goods and services regarding their buying
patterns and reactions to advertising and marketing”.
Consumer psychology seeks to explain human, or consumer behavior, in two basic ways:
what the consumer wants and what the consumer needs.
According to Krigjsman, “Culture is the set of basic value, perception, wants and
behaviors learned by a member of society from family and other institution”. According
to Pervin, “The body of work considers the role of culture and its impact on consumer
behavior”. The study attempts to provide an in-depth analysis into the way cultural
factors influence consumer’s decision-making processes.
Hofsteede (1980) defines culture as the “interactive aggregate of common characteristics
that influence a group’s response to its environment.”
Social Class Almost every society has some form of social class structure. Social
classes are society's relatively permanent and ordered divisions whose members share
similar values, interest, and behaviors
Personal Factor A consumer's decision also are influenced by personal characteristics
such as the consumer's age and life cycle stage, occupation, economic situation, lifestyle,
personality and self concept:
Psychological Factor A consumer's buying choices are further influenced by four major
psychological factors: Motivation, Perception, Learning, Beliefs and Attitudes”
Schutte and Ciarlante (1998) suggest that “Consumers form an ‘attitude’ towards the
advertising of a product as well as in the act of buying the product”.
Solomon (1996) says “According to ABC attitude is divided into three components
Affect, Behaviors, and Cognition.
It is commonly accepted that occupation, age, and gender influence car-buying attitudes.
This study uses the Wheel of Consumer Analysis Model to explain how cultural
differences between U.S. and Chinese consumers affect car buying decisions.

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The Wheel of Consumer Analysis consists of three elements (a) environment, (b)
behavior, and (c) affect/cognition, and is a useful model for explaining buyer behavior in
general, and car buying behavior in particular.

Methodology:
Following are the research methods which we will apply in our research process,
• Face to face interviews
• Questionnaire

Hierarchy of Research Design

Research Design

Sample Selection Data Collection Procedures

Surveys and interviews

Sample Selection and Size:

Sample Selection and Size will 600 people which select in different area of the
city and different markets. Some are the people will higher class and some people
will middle class. We will select the sample randomly not very specific
customers. Some will select outlet’s owners, employees and senior employees
who are working on that outlet. All the Sample Selection will select on the base of
observation last 3 to 4 months.
Data Collection Methods:
Create the questionnaire
Brief interviews
Data compilation

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All Data will be collected via survey forms and consumers which use and
purchases product on the bases of its colours and package, some data will collect
on internet and different web sits.
Procedures:
Survey forms will be utilized to capture the consumer psyche and behavior, when
they select different products. Statistical data on psychological impact,
environmental impact, fashion impact and locating impact will be gathered to
support the results.
Surveys and interviews

Surveys are way to systematically find information from a particular group of

people- particularly information that those people know better than anyone else.
Interviews are a specific survey mechanism that tends to require more time from
the individuals responding to questions. Because all surveys take the time of the
people who respond (whether writing on paper, on the Internet, over the phone, or
face-to-face), it is important to limit these methods to information that cannot be
gathered in other ways.
For both interviews and surveys, the basic method involves:
1. Developing a question or set of questions that will measure change in an
indicator,
2. Selecting a group of people to question/survey, and
3. Asking those people to answer the same question or set of questions at different
times during the life of the project.
The nature of the interviewers' questions focused on the color, style or quality, and
price of the different products along with perceived image, consumer budget and
payment procedures. Appendix A contains a copy of the questions used in the
interview. The next section deals with the results of the in-depth interviews of
Outlet’s owner and buyers.
I have interviewed and send questionnaire form to more than 55 people from
Gujrnawala and Gujrat. I made these interviews through meeting personally and
send questionnaire form through email.

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 Open – ended interviews
"Open-ended interviews" permit the respondent (interviewee) to provide
additional information, ask broad questions without a fixed set of answers, and
explore paths of questioning which may occur to the interviewer spontaneously
during the interview. An open-ended approach allows for an exploratory approach
to uncover unexpected information, used especially when the exact issues of
interest haven't been identified yet.

Results & Findings:

EDA:
Descriptive Statistics

N Minimum Maximum Mean Std. Deviation

Market Visit in Month 280 1 4 2.59 .980
Brand Conscious 280 1 2 1.42 .495
Attractiv thing in shop 280 1 4 2.79 1.134
Relation b\w color &
brand 280 1 2 1.36 .481
Quality of Product 280 1 5 4.14 .929
Colors of Product 280 1 5 3.94 .853
Design of Product 280 2 5 4.00 .783
Price of Product 280 1 5 3.60 .990
Trends 280 1 5 3.92 1.166
Attitude 280 1 5 3.69 .936
Emotion 280 1 5 3.66 .982
Personality 280 1 5 3.86 1.044
Fashion 280 1 5 3.72 .973
Product 280 1 5 3.29 1.132
Red 280 1 5 3.29 1.047
Black 280 1 5 3.97 1.097
Green 280 1 5 3.20 1.093
White 280 1 5 3.39 1.219
Blue 280 1 5 3.70 1.106
Orange 280 1 5 2.81 1.240
Yellow 280 1 5 2.57 1.291
Dark Colors 280 1 5 3.32 .964
Light Colors 280 1 5 3.62 .927
Bright Colors 280 1 5 3.50 1.064
Light Colors 280 1 5 3.40 1.046
Dark Bright Colors 280 1 5 2.84 1.221
Income 280 1 4 3.03 1.183

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Spending 280 1 4 3.45 .911
Profession 280 1 4 2.22 .807
Gender 280 1 2 1.42 .495
Age 280 1 6 3.92 1.540
Location 280 1 2 1.43 .496
Valid N (listwise) 280

Case Processing Summary

Cases
Valid Missing Total
N Percent N Percent N Percent
Market Visit in Month 280 100.0% 0 .0% 280 100.0%
Brand Conscious 280 100.0% 0 .0% 280 100.0%
Attractiv thing in shop 280 100.0% 0 .0% 280 100.0%
Relation b\w color &
brand 280 100.0% 0 .0% 280 100.0%
Quality of Product 280 100.0% 0 .0% 280 100.0%
Colors of Product 280 100.0% 0 .0% 280 100.0%
Design of Product 280 100.0% 0 .0% 280 100.0%
Price of Product 280 100.0% 0 .0% 280 100.0%
Trends 280 100.0% 0 .0% 280 100.0%
Attitude 280 100.0% 0 .0% 280 100.0%
Emotion 280 100.0% 0 .0% 280 100.0%
Personality 280 100.0% 0 .0% 280 100.0%
Fashion 280 100.0% 0 .0% 280 100.0%
Product 280 100.0% 0 .0% 280 100.0%
Red 280 100.0% 0 .0% 280 100.0%
Black 280 100.0% 0 .0% 280 100.0%
Green 280 100.0% 0 .0% 280 100.0%
White 280 100.0% 0 .0% 280 100.0%
Blue 280 100.0% 0 .0% 280 100.0%
Orange 280 100.0% 0 .0% 280 100.0%
Yellow 280 100.0% 0 .0% 280 100.0%
Dark Colors 280 100.0% 0 .0% 280 100.0%
Light Colors 280 100.0% 0 .0% 280 100.0%
Bright Colors 280 100.0% 0 .0% 280 100.0%
Light Colors 280 100.0% 0 .0% 280 100.0%
Dark Bright Colors 280 100.0% 0 .0% 280 100.0%
Income 280 100.0% 0 .0% 280 100.0%
Spending 280 100.0% 0 .0% 280 100.0%
Profession 280 100.0% 0 .0% 280 100.0%
Gender 280 100.0% 0 .0% 280 100.0%
Age 280 100.0% 0 .0% 280 100.0%
Location 280 100.0% 0 .0% 280 100.0%

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 Descriptives
Statistic Std. Error
Market Visit in Month Mean 2.59 .059
95% Confidence Lower Bound 2.47
Interval for Mean Upper Bound
2.70

5% Trimmed Mean 2.60

Median 3.00
Variance .960
Std. Deviation .980
Minimum 1
Maximum 4
Range 3
Interquartile Range 1
Skewness -.068 .146
Kurtosis -1.001 .290
Brand Conscious Mean 1.42 .030
95% Confidence Lower Bound 1.36
Interval for Mean Upper Bound
1.48

5% Trimmed Mean 1.41

Median 1.00
Variance .245
Std. Deviation .495
Minimum 1
Maximum 2
Range 1
Interquartile Range 1
Skewness .320 .146
Kurtosis -1.911 .290
Attractiv thing in shop Mean 2.79 .068
95% Confidence Lower Bound 2.66
Interval for Mean Upper Bound
2.92

5% Trimmed Mean 2.82

Median 3.00
Variance 1.285
Std. Deviation 1.134
Minimum 1
Maximum 4
Range 3
Interquartile Range 2
Skewness -.307 .146
Kurtosis -1.350 .290

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Relation b\w color & Mean 1.36 .029
brand 95% Confidence Lower Bound 1.30
Interval for Mean Upper Bound
1.42

5% Trimmed Mean 1.35

Median 1.00
Variance .231
Std. Deviation .481
Minimum 1
Maximum 2
Range 1
Interquartile Range 1
Skewness .583 .146
Kurtosis -1.672 .290
Quality of Product Mean 4.14 .056
95% Confidence Lower Bound 4.03
Interval for Mean Upper Bound
4.25

5% Trimmed Mean 4.22

Median 4.00
Variance .863
Std. Deviation .929
Minimum 1
Maximum 5
Range 4
Interquartile Range 1
Skewness -.949 .146
Kurtosis .436 .290
Colors of Product Mean 3.94 .051
95% Confidence Lower Bound 3.84
Interval for Mean Upper Bound
4.04

5% Trimmed Mean 4.00

Median 4.00
Variance .728
Std. Deviation .853
Minimum 1
Maximum 5
Range 4
Interquartile Range 1
Skewness -.797 .146
Kurtosis .787 .290

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Design of Product Mean 4.00 .047
95% Confidence Lower Bound 3.91
Interval for Mean Upper Bound
4.10

5% Trimmed Mean 4.04

Median 4.00
Variance .613
Std. Deviation .783
Minimum 2
Maximum 5
Range 3
Interquartile Range 1
Skewness -.367 .146
Kurtosis -.423 .290
Price of Product Mean 3.60 .059
95% Confidence Lower Bound 3.48
Interval for Mean Upper Bound
3.71

5% Trimmed Mean 3.62

Median 4.00
Variance .980
Std. Deviation .990
Minimum 1
Maximum 5
Range 4
Interquartile Range 1
Skewness -.147 .146
Kurtosis -.636 .290
Trends Mean 3.92 .070
95% Confidence Lower Bound 3.78
Interval for Mean Upper Bound
4.05

5% Trimmed Mean 4.01

Median 4.00
Variance 1.359
Std. Deviation 1.166
Minimum 1
Maximum 5
Range 4
Interquartile Range 2
Skewness -.865 .146
Kurtosis -.246 .290

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Attitude Mean 3.69 .056
95% Confidence Lower Bound 3.58
Interval for Mean Upper Bound
3.80

5% Trimmed Mean 3.73

Median 4.00
Variance .876
Std. Deviation .936
Minimum 1
Maximum 5
Range 4
Interquartile Range 1
Skewness -.815 .146
Kurtosis .462 .290
Emotion Mean 3.66 .059
95% Confidence Lower Bound 3.54
Interval for Mean Upper Bound
3.77

5% Trimmed Mean 3.71

Median 4.00
Variance .964
Std. Deviation .982
Minimum 1
Maximum 5
Range 4
Interquartile Range 1
Skewness -.754 .146
Kurtosis .247 .290
Personality Mean 3.86 .062
95% Confidence Lower Bound 3.73
Interval for Mean Upper Bound
3.98

5% Trimmed Mean 3.92

Median 4.00
Variance 1.091
Std. Deviation 1.044
Minimum 1
Maximum 5
Range 4
Interquartile Range 2
Skewness -.757 .146
Kurtosis -.138 .290

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Fashion Mean 3.72 .058
95% Confidence Lower Bound 3.61
Interval for Mean Upper Bound
3.84

5% Trimmed Mean 3.77

Median 4.00
Variance .947
Std. Deviation .973
Minimum 1
Maximum 5
Range 4
Interquartile Range 1
Skewness -.709 .146
Kurtosis -.014 .290
Product Mean 3.29 .068
95% Confidence Lower Bound 3.16
Interval for Mean Upper Bound
3.42

5% Trimmed Mean 3.32

Median 3.00
Variance 1.282
Std. Deviation 1.132
Minimum 1
Maximum 5
Range 4
Interquartile Range 1
Skewness -.259 .146
Kurtosis -.607 .290
Red Mean 3.29 .063
95% Confidence Lower Bound 3.17
Interval for Mean Upper Bound
3.42

5% Trimmed Mean 3.33

Median 3.00
Variance 1.097
Std. Deviation 1.047
Minimum 1
Maximum 5
Range 4
Interquartile Range 1
Skewness -.345 .146
Kurtosis -.368 .290

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Black Mean 3.97 .066
95% Confidence Lower Bound 3.84
Interval for Mean Upper Bound
4.10

5% Trimmed Mean 4.06

Median 4.00
Variance 1.203
Std. Deviation 1.097
Minimum 1
Maximum 5
Range 4
Interquartile Range 2
Skewness -.960 .146
Kurtosis .139 .290
Green Mean 3.20 .065
95% Confidence Lower Bound 3.07
Interval for Mean Upper Bound
3.33

5% Trimmed Mean 3.23

Median 3.00
Variance 1.195
Std. Deviation 1.093
Minimum 1
Maximum 5
Range 4
Interquartile Range 2
Skewness -.379 .146
Kurtosis -.660 .290
White Mean 3.39 .073
95% Confidence Lower Bound 3.25
Interval for Mean Upper Bound
3.53

5% Trimmed Mean 3.43

Median 4.00
Variance 1.486
Std. Deviation 1.219
Minimum 1
Maximum 5
Range 4
Interquartile Range 2
Skewness -.422 .146
Kurtosis -.851 .290

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Blue Mean 3.70 .066
95% Confidence Lower Bound 3.57
Interval for Mean Upper Bound
3.83

5% Trimmed Mean 3.77

Median 4.00
Variance 1.223
Std. Deviation 1.106
Minimum 1
Maximum 5
Range 4
Interquartile Range 1
Skewness -.818 .146
Kurtosis .013 .290
Orange Mean 2.81 .074
95% Confidence Lower Bound 2.66
Interval for Mean Upper Bound
2.96

5% Trimmed Mean 2.79

Median 3.00
Variance 1.538
Std. Deviation 1.240
Minimum 1
Maximum 5
Range 4
Interquartile Range 2
Skewness .024 .146
Kurtosis -.994 .290
Yellow Mean 2.57 .077
95% Confidence Lower Bound 2.42
Interval for Mean Upper Bound
2.72

5% Trimmed Mean 2.52

Median 3.00
Variance 1.666
Std. Deviation 1.291
Minimum 1
Maximum 5
Range 4
Interquartile Range 3
Skewness .262 .146
Kurtosis -1.079 .290

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Dark Colors Mean 3.32 .058
95% Confidence Lower Bound 3.21
Interval for Mean Upper Bound
3.43

5% Trimmed Mean 3.36

Median 3.00
Variance .929
Std. Deviation .964
Minimum 1
Maximum 5
Range 4
Interquartile Range 1
Skewness -.561 .146
Kurtosis .039 .290
Light Colors Mean 3.63 .055
95% Confidence Lower Bound 3.52
Interval for Mean Upper Bound
3.73

5% Trimmed Mean 3.66

Median 4.00
Variance .859
Std. Deviation .927
Minimum 1
Maximum 5
Range 4
Interquartile Range 1
Skewness -.602 .146
Kurtosis .027 .290
Bright Colors Mean 3.50 .064
95% Confidence Lower Bound 3.37
Interval for Mean Upper Bound
3.62

5% Trimmed Mean 3.53

Median 4.00
Variance 1.133
Std. Deviation 1.064
Minimum 1
Maximum 5
Range 4
Interquartile Range 1
Skewness -.395 .146
Kurtosis -.616 .290

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Light Colors Mean 3.40 .063
95% Confidence Lower Bound 3.28
Interval for Mean Upper Bound
3.52

5% Trimmed Mean 3.43

Median 4.00
Variance 1.094
Std. Deviation 1.046
Minimum 1
Maximum 5
Range 4
Interquartile Range 1
Skewness -.348 .146
Kurtosis -.615 .290
Dark Bright Colors Mean 2.84 .073
95% Confidence Lower Bound 2.70
Interval for Mean Upper Bound
2.98

5% Trimmed Mean 2.82

Median 3.00
Variance 1.490
Std. Deviation 1.221
Minimum 1
Maximum 5
Range 4
Interquartile Range 2
Skewness .025 .146
Kurtosis -.964 .290
Income Mean 3.03 .071
95% Confidence Lower Bound 2.89
Interval for Mean Upper Bound
3.17

5% Trimmed Mean 3.09

Median 4.00
Variance 1.400
Std. Deviation 1.183
Minimum 1
Maximum 4
Range 3
Interquartile Range 2
Skewness -.794 .146
Kurtosis -.964 .290

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Spending Mean 3.45 .054
95% Confidence Lower Bound 3.35
Interval for Mean Upper Bound
3.56

5% Trimmed Mean 3.56

Median 4.00
Variance .829
Std. Deviation .911
Minimum 1
Maximum 4
Range 3
Interquartile Range 1
Skewness -1.568 .146
Kurtosis 1.304 .290
Profession Mean 2.22 .048
95% Confidence Lower Bound 2.12
Interval for Mean Upper Bound
2.31

5% Trimmed Mean 2.23

Median 2.00
Variance .651
Std. Deviation .807
Minimum 1
Maximum 4
Range 3
Interquartile Range 1
Skewness -.252 .146
Kurtosis -1.111 .290
Gender Mean 1.42 .030
95% Confidence Lower Bound 1.36
Interval for Mean Upper Bound
1.48

5% Trimmed Mean 1.41

Median 1.00
Variance .245
Std. Deviation .495
Minimum 1
Maximum 2
Range 1
Interquartile Range 1
Skewness .320 .146
Kurtosis -1.911 .290

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Age Mean 3.93 .092
95% Confidence Lower Bound 3.74
Interval for Mean Upper Bound
4.11

5% Trimmed Mean 3.96

Median 4.00
Variance 2.371
Std. Deviation 1.540
Minimum 1
Maximum 6
Range 5
Interquartile Range 3
Skewness -.194 .146
Kurtosis -1.277 .290
Location Mean 1.43 .030
95% Confidence Lower Bound 1.37
Interval for Mean Upper Bound
1.49

5% Trimmed Mean 1.42

Median 1.00
Variance .246
Std. Deviation .496
Minimum 1
Maximum 2
Range 1
Interquartile Range 1
Skewness .290 .146
Kurtosis -1.930 .290

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling
Adequacy. .637

Bartlett's Test of Approx. Chi-Square 2548.739

Sphericity df 496
Sig. .000

Communalities

Initial Extraction
Market Visit in Month 1.000 .658
Brand Conscious 1.000 .728
Attractiv thing in shop 1.000 .623

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 Relation b\w color &
brand 1.000 .567
Quality of Product 1.000 .665
Colors of Product 1.000 .652
Design of Product 1.000 .632
Price of Product 1.000 .582
Trends 1.000 .507
Attitude 1.000 .765
Emotion 1.000 .697
Personality 1.000 .573
Fashion 1.000 .632
Product 1.000 .538
Red 1.000 .538
Black 1.000 .607
Green 1.000 .633
White 1.000 .467
Blue 1.000 .551
Orange 1.000 .809
Yellow 1.000 .739
Dark Colors 1.000 .704
Light Colors 1.000 .702
Bright Colors 1.000 .535
Light Colors 1.000 .738
Dark Bright Colors 1.000 .626
Income 1.000 .829
Spending 1.000 .516
Profession 1.000 .808
Gender 1.000 .715
Age 1.000 .755
Location 1.000 .621
Extraction Method: Principal Component Analysis.

Total Variance Explained

Compon Extraction Sums of Squared Rotation Sums of Squared
ent Initial Eigenvalues Loadings Loadings
% of Cumulative % of Cumulative % of Cumulative
Total Variance % Total Variance % Total Variance %
1 3.745 11.703 11.703 3.745 11.703 11.703 3.109 9.714 9.714
2 3.242 10.132 21.835 3.242 10.132 21.835 2.222 6.944 16.658
3 2.299 7.184 29.018 2.299 7.184 29.018 2.167 6.771 23.430
4 1.972 6.162 35.180 1.972 6.162 35.180 1.990 6.217 29.647
5 1.692 5.288 40.468 1.692 5.288 40.468 1.859 5.810 35.457
6 1.491 4.660 45.128 1.491 4.660 45.128 1.817 5.677 41.134
7 1.466 4.582 49.709 1.466 4.582 49.709 1.782 5.570 46.703
8 1.404 4.387 54.096 1.404 4.387 54.096 1.638 5.119 51.823
9 1.233 3.854 57.950 1.233 3.854 57.950 1.510 4.719 56.541
10 1.147 3.584 61.534 1.147 3.584 61.534 1.377 4.303 60.845

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11 1.019 3.186 64.720 1.019 3.186 64.720 1.240 3.875 64.720
12 .938 2.931 67.651
13 .915 2.859 70.510
14 .853 2.665 73.176
15 .837 2.615 75.790
16 .791 2.470 78.261
17 .775 2.423 80.683
18 .707 2.211 82.894
19 .654 2.043 84.937
20 .567 1.773 86.710
21 .540 1.689 88.399
22 .514 1.607 90.005
23 .467 1.459 91.464
24 .426 1.331 92.795
25 .401 1.253 94.048
26 .370 1.156 95.205
27 .350 1.094 96.298
28 .334 1.043 97.341
29 .266 .832 98.173
30 .233 .727 98.900
31 .203 .634 99.534
32 .149 .466 100.000
Extraction Method: Principal Component Analysis.

Scree Plot

2
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Component Number

Component Matrix (a)

Component
1 2 3 4 5 6 7 8 9 10 11

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 Market Visit in -.22
.233 .163 .076 -.060 .012 -.199 .074 -.389 .568 -.021
Month 0
Brand Conscious -.23
-.100 .052 .215 -.017 .454 .319 .074 .330 .155 .408
5
Attractive thing in
.067 -.298 .203 .456 .163 .145 -.412 -.110 .217 -.066 -.011
shop
Relation b\w color -.10
& brand -.018 .150 .424 .162 .369 -.207 .103 -.167 .186 .275
1
Quality of Product .469 .166 -.080 .032 -.075 -.018 -.392 -.347 -.064 .237 .265
Colors of Product .017 .377 -.251 -.217 .009 .040 -.235 -.475 .178 .279 -.089
Design of Product .298 .035 .295 .194 .012 -.421 -.074 .475 -.046 .073 .018
Price of Product .240 .099 .491 .106 -.209 -.026 .013 .447 .065 .115 -.018
Trends -.05
.430 .137 .090 .153 .208 .298 .071 -.012 .338 -.128
7
Attitude -.01
.343 -.180 -.284 -.210 .344 -.422 .406 .014 -.162 .043
5
Emotion -.17
.557 -.229 -.191 -.295 .293 -.232 .130 -.052 -.084 .123
3
Personality .524 .250 -.095 .358 -.087 -.185 -.041 .105 -.113 -.089 .153
Fashion .291 .296 -.065 .297 .200 -.233 .411 -.165 -.239 .123 .065
Product .448 .159 .065 .121 .070 .240 .145 .049 -.144 -.429 -.039
Red .389 .248 .332 -.089 -.088 .141 .068 -.301 -.086 -.230 .152
Black .161 .510 -.535 -.013 .034 -.054 -.067 .159 -.029 .016 .013
Green .026 .417 .090 -.154 -.092 -.152 .092 -.026 -.504 -.166 .323
White .237 .477 -.193 -.098 -.231 -.087 .159 -.033 .134 -.052 -.169
Blue .199 .370 -.039 -.179 -.003 -.354 .053 .007 .394 .230 .069
Orange .065 -.011 .693 -.546 -.066 .000 -.014 -.137 -.046 .002 .041
Yellow .044 .079 .707 -.464 .039 .051 -.062 -.001 .043 .064 -.050
Dark Colors .258 .214 .108 .299 -.606 .149 .178 .013 .132 .095 -.210
Light Colors .444 .185 .206 .280 -.398 .275 .155 -.235 .098 .002 -.164
Bright Colors .432 .273 .147 .142 .408 .142 -.083 -.127 .112 -.104 .012
Light Colors .340 .413 .097 -.021 .643 .087 -.079 .039 .082 -.071 -.033
Dark Bright
.180 .341 -.041 -.147 .409 .257 .048 .238 -.002 .071 -.396
Colors
Income -.72
.401 .141 .143 -.040 -.144 .055 -.114 .115 -.202 .053
9
Spending -.38
.479 .243 .116 .063 -.079 .008 -.180 .059 -.060 .115
8
Profession -.65
.480 .185 .218 .023 -.105 -.028 .014 .188 -.131 .047
5
Gender .171 -.009 -.186 -.387 .120 .086 .397 .216 .270 .104 .438
Age -.68
.436 .129 .202 .074 -.117 -.032 .056 .036 -.089 -.100
1
Location -.42
-.053 -.118 -.107 .060 .348 .318 -.095 -.387 .055 -.142
9
Extraction Method: Principal Component Analysis.
11 components extracted.

Rotated Component Matrix (a)

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 Component
1 2 3 4 5 6 7 8 9 10 11
Market Visit in
.138 -.098 .065 -.039 -.153 .075 .080 .133 .085 .738 -.137
Month
Brand Conscious .152 -.084 -.051 .157 -.319 -.129 -.024 -.104 -.145 .027 .720
Attractive thing in
.005 .092 -.029 .066 -.606 .127 -.126 .161 -.335 -.224 -.149
shop
Relation b\w color
& brand .078 .096 -.106 .014 -.665 .052 .063 .028 .048 .258 .145
Quality of Product -.254 .063 -.025 .121 -.119 .062 .058 .713 .208 .043 -.081
Colors of Product .101 .132 -.011 .045 .261 -.345 .122 .616 -.120 .142 -.075
Design of Product -.064 .062 .021 -.025 .012 .764 -.094 -.085 .074 .087 -.103
Price of Product -.024 .040 .272 .292 -.058 .595 .087 -.162 -.017 .156 .075
Trends .224 .348 .018 .215 .097 -.040 -.052 -.072 .006 .475 .212
Attitude -.001 .082 .003 -.012 .023 .052 .869 .006 .007 .000 -.004
Emotion .246 -.003 -.083 .112 .114 -.140 .720 .127 .186 .113 .055
Personality -.140 .170 -.330 .262 -.012 .421 -.010 .189 .347 -.088 -.073
Fashion .020 .278 -.282 .156 .158 .082 -.450 .080 .418 .181 .048
Product -.176 .412 -.033 .315 -.075 .035 .071 -.191 .328 -.279 -.050
Red -.045 .219 .344 .351 -.028 -.034 -.016 .185 .410 -.203 .005
Black .019 .252 -.479 -.024 .336 .042 .351 .195 .168 .096 .008
Green .151 -.011 .094 -.048 .117 .040 .128 .025 .744 .101 -.047
White .064 .149 -.127 .337 .505 .031 .162 .132 .103 -.026 -.018
Blue .115 .123 .026 .010 .491 .291 -.029 .388 -.078 .023 .196
Orange -.023 -.015 .885 -.005 .070 .034 -.018 .034 .132 .006 -.014
Yellow .049 .136 .832 -.003 .042 .121 .038 -.001 -.006 .090 -.002
Dark Colors -.007 -.131 -.064 .794 .103 .162 .070 -.004 -.045 .094 .006
Light Colors -.108 .098 .061 .808 -.036 .016 -.057 .121 .052 -.037 -.015
Bright Colors -.032 .636 .037 .121 -.135 .090 -.079 .231 .085 -.142 .006
Light Colors .039 .821 .043 -.126 .002 .112 .004 .155 .080 -.028 .024
Dark Bright
-.072 .669 .005 -.004 .185 -.042 .182 -.165 -.134 .238 -.050
Colors
Income .883 -.141 .000 -.055 .034 -.123 .031 -.081 .038 -.014 -.004
Spending .674 .080 .104 .026 -.012 -.041 -.015 .121 .147 .072 .025
Profession .888 -.013 -.023 -.032 -.024 .024 .096 -.045 -.036 .047 .029
Gender -.235 .076 .034 -.183 .294 .018 .062 -.005 .084 -.085 .717
Age .819 .006 -.067 -.095 -.002 -.023 .083 -.146 -.045 .165 -.108
Location .067 -.064 -.016 -.062 -.042 -.577 -.009 -.395 .110 .322 .031

Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.
A Rotation converged in 18 iterations.

Component Transformation Matrix

Component 1 2 3 4 5 6 7 8 9 10 11
1 -.686 .380 .004 .343 .100 .330 -.076 .267 .195 -.182 -.025
2 .537 .434 -.073 .243 .334 .072 .340 .254 .328 .234 .006
3 .238 .075 .794 .199 -.291 .331 -.226 -.121 .046 .065 -.045
4 .256 .033 -.576 .377 -.528 .255 -.324 -.033 -.044 .025 -.089

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 5 .038 .717 -.042 -.588 -.165 -.082 -.307 -.027 -.067 .011 .061
6 -.173 .267 .093 .339 -.452 -.499 .420 -.167 -.118 .104 .304
7 .010 .027 -.054 .251 .391 -.171 -.481 -.485 .216 .053 .484
8 -.103 .058 -.135 -.182 .024 .616 .428 -.543 -.111 .170 .189
9 .212 .082 .036 .138 .189 .149 .002 .246 -.677 -.416 .421
10 -.10
-.174 .013 -.015 .031 .071 -.181 .354 -.277 .815 .228
8
11 -.23
.045 -.011 -.254 -.306 .142 .065 .322 .487 -.162 .628
2
Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.
Reliability
Case Processing Summary
N %
Cases Valid 280 100.0
Excluded
0 .0
(a)
Total 280 100.0
List wise deletion based on all variables in the procedure.

Reliability Statistics

Cronbach's
Alpha Based
on
Cronbach's Standardized
Alpha Items N of Items
.727 .713 43

Summary Item Statistics

Maximum /
Mean Minimum Maximum Range Minimum Variance N of Items
Item Variances 1.025 .231 2.371 2.139 10.244 .153 43
Inter-Item Correlations .055 -.665 .888 1.554 -1.335 .032 43
The covariance matrix is calculated and used in the analysis.

Cross tabs
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
Age * Personality 280 100.0% 0 .0% 280 100.0%

Age * Personality Crosstabulation

Count

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 Personality
Not At All Total
Important Unimportant Normal Important Very Important
Age Less then
0 0 2 1 8 11
18
19 to 24 3 1 9 20 27 60
25 to 30 1 4 4 24 13 46
31 to 35 0 9 4 15 7 35
36 to 40 2 13 16 28 19 78
More then
0 4 11 23 12 50
41
Total 6 31 46 111 86 280

Chi-Square Tests
Asymp. Sig.
Value df (2-sided)
Pearson Chi-Square 43.460(a) 20 .002
Likelihood Ratio 46.063 20 .001
Linear-by-Linear
8.007 1 .005
Association
N of Valid Cases
280
11 cells (36.7%) have expected count less than 5. The minimum expected count is .24.

Symmetric Measures
Asymp.
Std. Approx.
Value Error(a) T(b) Approx. Sig.
Interval by Interval Pearson's R -.169 .057 -2.866 .004(c)
Ordinal by Ordinal Spearman
-.186 .058 -3.160 .002(c)
Correlation
N of Valid Cases 280
a Not assuming the null hypothesis.
b Using the asymptotic standard error assuming the null hypothesis.
c Based on normal approximation.

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Reference:

O’Brien (Feb 01, 2006) “Marketing Factors: Consumer Buying Behavior”

Jane Spear “Consumer Psychology – What the consumer wants, consumer psychologists
know”

Krigjsman (July 16, 2007) “Characteristic Affecting Consumer Purchase Behavior”

Shahina Pervin, Southampton Business School, “A Cross-Cultural Comparative Study of

Female Consumer Behavior with Regards to the Purchase of Cosmetics by Females in

the UK and Bangladesh”.

“Personal Selling: Consumer Buying Behavior”

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Johnson, Chang, (Nova Southeastern University) “A COMPARISON OF CAR BUYING
BEHAVIOR BETWEEN AMERICAN AND CHINESE PEOPLE LIVING IN NORTH
AMERICA: AN EXPLORATORY STUDY

Lisbet Berg, “Competent Consumers? Consumer Competence profiles in Norway”

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