IMR JAN 2013 - Indira Institutes

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Changing Consumer Attitudes Among WomenS..No. Statement Attitude function / NeedFactor Attitude function type Mean SD CronbachalphaF1A1A2A3A4A5Utilitarian factor 4.103.233.863.243.291.130.861.021.161.210.78F2B1B2B3B4B5Knowledge function 3.363.423.293.383.241.181.161.121.211.080.74F3C1C2C3C4C5F4D1D2D3D4D5Value expressive function 3.172.992.972.823.02Ego defensive function3.252.993.143.62\3.741.051.091.281.261.111.111.151.081.171.350.690.71Factor AnalysisSt. NoF1 F2 F3 F4 CommunalityA1A2A3A4A50.8290.7450.7610.6570.8420.7310.7190.7260.7170.71344 Indira Management Review - Jan 2013
Changing Consumer Attitudes Among WomenB1B2B3B4B50.7100.8060.7340.7100.5370.7730.7620.6680.6810.612C1C2C3C4C50.7720.6350.4680.7620.7620.6390.7380.4710.7230.626D1D2D3D4D50.7350.7650.4670.4070.8420.6630.6210.6490.4010.716Eigen Value%Varianceexplained3.5919.8762.6828.9172.1837.4742.2057.613Sum:75.827KMO Value:0.738 ; PCA with Varimax orthogonal rotation applied.Statements A1(benefits) and A3 (diversion from boredom, saving of time) cause the highestpercent of total variance of Utilitarian factor at 9.875.Statements A1-5 account for the utilitarianfunction of the consumer attitude.B2-3 of the Knowledge function of attitude has highest meanvalue for curiosity and actualization needs with high percent of relative variance 8.917.C1,C4and C5 account for relatively higher mean among attitude functions under epistemic head.Achievement, ambition- growth and self esteem leading to high percent total variance 7.474 ofValue expressive function of attitude.D5,.4,1 have the highest mean explaining 7.613 per cent oftotal variance .On the whole the utilitarian and epistemic functions of attitude relatively morepredominant in order for white goods purchase .More than one function of attitude plays theirrole in the overall purchase attitude as well. The time pressure of working women are reflected inthe utilitarian function dominating in the overall attitude and decision making on the purchaseof white goods, given their higher buying power among MC.Indira Management Review - Jan 2013 451
Page 2 and 3: EDITORIAL BOARDPatron :Dr. Tarita S
Page 4 and 5: RShree Chanakya Education Society (
Page 6 and 7: IMPACT OF WORKING CAPITAL MANAGEMEN
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