IMR JAN 2013 - Indira Institutes

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