Methods in Business Research

SUBMITTED TO : MAAM SAADIYA SAID

MEMBERS: Muqadam Butt (11476) ZyraShaheenDurrani Shahroz Ismail (11514) Doha Sajjad Walid Ahmed

ACKNOWLEDGEMENT
In the Name of Allah, the most Beneficent and the most Merciful Firstly, we are grateful to Almighty Allah for Blessing and help throughout our work. We are profoundly indebted to our course mentor, Ma'am SaadiyehSaeed, whose enormous support, mentoring, guiding principles has enabled us to accomplish this task. Without her we would not have been able to complete this term report on this very short time. THANK YOU Ma'am, for you efforts, help and co-operation through out the semester. We are also indebted to Institute of Business Management for providing us with an opportunity to augment our skills and rationale through such projects.

Lastly, we would like to thank our group members whose help and continuous support has led us to complete this research.

RESEARCH PROPOSAL
EXECUTIVE SUMMARY/INTRODUCTION
Consumers are not only different in the common ways, which is by age, gender, occupation, education, marital status and living arrangements, but also differ in their activities, interests, preferences, opinions, what they eat and products they buy. Therefore, marketers are interested in understanding, predicting, and satisfying the needs and wants of consumers, whatever they are like, whatever they want, wherever they live (Schiffman&Kanuk 2000). For any business to be successful, it is crucial to study how consumers behave, more importantly, what triggers such behaviour. It is important for marketers to be well aware of consumers' needs and wants and how consumers make their buying decision. According to Schiffman&Kanuk (2000), consumer behaviour focuses on how consumers go about making decisions on spending their available resources such as time, money, effort on consumption related items. Consumer behaviour includes what is bought, why it is bought, when it is bought, where it is bought, how often it is bought, and how often it is used. The vibrant and exotic atmosphere of Karachi local markets can make shopping lots of fun. One of the biggest sectors is apparel sector. Local apparel markets in Karachi sell hundreds or thousands of products daily. It is not only famous in Karachi but people from all over Pakistan do their wedding shopping from Karachi shops which are cheap and of new fashion. People do planned as well as unplanned shopping from these local shops. It is usually seen that buyers purchase products which they have not planned and this phenomenon of unplanned purchasing is termed as impulse. There are many factors which lead to unplanned or impulse buying. This leads us to determine the factors that lead to impulse buying behaviour in consumers as well as to determine which segment (based on VALS classification scheme) of consumers show the most impulse buying behaviour.

PROBLEM STATEMENT
To identify the consumer segment in VALS framework which shows highest impulse buying behavior in the local apparel market.

RESEARCH OBJECTIVES
a. Identifying consumers of various groups according to VALS Segmentation and Framework. . b. Determine the consumer segment (segmented on VALS classification scheme) which shows maximum impulse buying behaviour.

DESK RESEARCH: Consumers buy products and services and seek experiences that fulfill their characteristic and give shape, substance, and satisfaction to their lives. An individual's primary motivation determines what in particular aboutthe self or the world is the meaningful core that governs his or her activities. Consumers are inspired by one of three primary motivations: ideals, achievement, and self-expression. Consumers who are primarily motivated byIdeals are guided by knowledge and principles. Consumers who are primarily motivated by achievement look for products and services that demonstrate success to their peers. Consumers who are primarily motivated by self-expression desire social or physical activity, variety, and risk. Marketing and consumer researchers over the period of forty years have tried to grasp the concept of Impulse buying and defined this terminology in their own perspectives, for which some research findings are discussed here. In a research conducted by Cobb and Hoyer (1986), impulse buying was defined as an unplanned purchase and this definition can also be found in the research of Kollat and Willett (1967). In another research by Rook (1987) reported that impulse buying usually takes place, when a consumer feels a forceful motivation that turns into a desire to purchase a commodity instantly. Beatty and Ferrell (1998) defined impulse buying as instantaneous purchase having no previous aim or objective to purchase the commodity. Stern (1962) found that products bought on impulse are usually cheap. Shopping lifestyle is defined as the behavior exhibited by purchaser with regard to the series of personal responses and opinions about purchase of the products as reported by Cobb and Hoyer (1986). They find that shopping life style and impulse buying behavior are closely related but only in the case of impulse buyers. The study also states that impulse purchasers fell in the middle as of the measurement tools used by the researchers, indicated that purchasers will not pick the first brand they spotted in the shopping mall. In researches conducted by Cha (2001); Han et al., (1991); Ko (1993) it is reported that impulse buying behavior regarding fashion products are associated with patterns like chaste, repeated emotions as well as fashion-oriented impulse buying behaviors. These facts were also quoted by Park et al. (2006). The definition of fashion involvement basically relates to apparel associated with fashionable outfits. The findings of Han et al. (1991) quoted in response to fashion involvement of consumers, that it might enhance fashion-oriented impulse buying behaviors among those who habitually wear fashion outfits. Fairhurst et al. (1989) andSeo et al. (2001) found a direct association among fashion involvement and apparels purchase. Positive emotions are defined as affects and moods, which determine intensity of consumer decision-making reported by Watson and Tellegen (1985).

QUANTITATIVE RESEARCH/ RESEARCH DESIGN: A survey (questionnaire) will be conducted which will be based on the Vals segmentation frame the questions depending upon the target audience and interview the population of interest in order to collect the accurate information, free from any biases. The research will take place in mainly at Institute of business management by people from all income groups and then we will. We are going to make the questionnaire available online too because we feel that a larger number of targeted customers need to be addressed and their responses should be examined identify the buying behaviour of different segments like Innovators, Thinkers, Believers, Achievers, Strivers, Experiencers, Makers and Survivors. DATA ANALYSIS The survey questionnaires were edited to ensure respondents had attempted to answer all questions we complete the uncompleted ones and deal with them differently. After that, coding will be done in order to save the time. After editing, each question was coded using numericalvalues, in order to eliminate or reduce data errors. The data was then processed through SPPS (Statistical Package for the Social Sciences). Various techniques were used to conduct data analysis of the study. Frequency tabulations, which are statistical procedures used for summarising responses to specific questions, were also used for analyses purposes. NATURE AND FORM OF RESULTS

Results of the research will be provided in the following format: Detailed report along with all the documents (questionnaires, etc) Power point presentation will be presented. Graphs, Spreadsheets regarding the quantitative results and the findings

EXECUTIVE SUMMARY
Need is an essential ingredient in human constitution as it creates a relationship between humans and the environment. It also describes human complexity and characterizes individual behavior. The fulfillment of need by human beings is a debatable and arguable issue because all individuals satisfy their needs in their own personal way. In other words, every individual has his own personal system to prioritize and satisfy his need. There is a variety of needs ranging from physiological to social needs. The rationale behind this study is to measure peoples perceptions about the magnitude of expenditures that they make on Impulse buying and to get a brief idea about their behaviors. The idea is to evaluate the factors that cause the people to spend relentlessly on shopping. In addition, the forces that drive the people to achieve status symbol and Show off tendencywill also be discussed.

Keeping in my mind about the nature of the people we conducted a brief research on IMPULSE BUYING (VALS). In this project we tried to find out that what were the major factors that are involved in giving impulse buying a rise. The objective of the research was to Identify consumers of various groups according to VALS Segmentation and Framework and to Determine the consumer segment (segmented on VALS classification scheme) which shows maximum impulse buying behavior.

For this purpose a survey (questionnaire) was conducted which was based on the VALS segmentation.Results of the research was provided by the help of: Detailed report along with all the documents (questionnaires, etc) Power point presentation will be presented. Graphs, Spreadsheets regarding the quantitative results and the findings

PROBLEM STATEMENT
To identify the consumer segment in VALS framework which shows highest impulse buying behavior in the local apparel market

RESEARCH OBJECTIVES
a. Identifying consumers of various groups according to VALS Segmentation and Framework. b. Determine the consumer segment (segmented on VALS classification scheme) which shows maximum impulse buying behaviour.

Background Information as to why the research was initiated

Much of the research on impulse buying behaviour has focused on defining and measuring the concept. It is important to understand the ways in which consumers construct, maintain and express their self-identity in consumption decisions. Marketers need to find out what constructs influence impulsive behaviour. It is imperative that retailers understand consumer impulse buying in order to formulate appropriate marketing strategies, allocate marketing budget, and design effective marketing tactics (Zhou & Wong 2003). This research attempts to uncover differences, if any, on impulsive behaviour among students. It is becoming apparent that businesses are becoming more aware of and are increasinglyrecognising the importance of understanding consumer behaviour and the vital role it plays in their success. By learning more about how consumers behave, marketers gain further insight on how consumers make their buying decisions. An understanding of this behaviour makes it possible for organisations to develop marketing communications, which are focused on the way consumers react (Bothmaet al. 2002).

QUALITATIVE RESEARCH CONDUCTED

We used the three most common qualitative methods.

Participant Observation: We did our participant observation at different shop, outlets and observed
their buying behaviour.

Interviews: We did short interviews from our target population, mainly considering of university
students (mostly males) and head of the family in households.

Online Survey: A major part of our research was conducted through online generated forms which
have been filled by more than 170 people of our targeted population.

LITERATURE REVIEW AND RESEARCH OBJECTIVE

Consumers pertain to buy products and services and presume to be seeking experiences which stand up to their characteristic and give substance, shape and satisfaction to their lives. An individuals main motivation identifies what in general about the self or the world is the meaningful core that holds his or her activities. Consumers presumed by one of the three primary motivations: Achievement Ideals Self-Expression

Consumers which presume to be motivated by ideals are guided through knowledge and principles. Consumers which presume to be motivated by achievement go for products and services that identify success to their peers. Consumers who are largely motivated through selfexpression desire physical or social activity, risk and variety. Nature of Impulse Buying: Impulse buying is unreflective in that the purchase is made without engaging in a great deal of evaluation. Individuals buying impulse is less likely to consider the consequences or to think carefully before making the purchase (Rook, 1987). The persons attention is focused on the immediate gratification of responding to the urge to buy rather than on solving a preexisting problem or on finding an item to fill a predetermined need. Finally, consistent with general impulsiveness, impulsive buying is immediate (Barratt, 1985; Rook, 1987) [3].

Impulse Buying Behavior: Marketing and consumers past researches over the times of forty years shows that the concept of Impulse Buying and explained this phenomenon in their own perspectives, from which was conducted by Cobb and Hoyer (1986) represents that the impulse buying as an unplanned purchase and this definition also coincide within another research conducted by the Kollat and Willet (1967). In another research, which was conducted by Rock (1987) represents that impulse buying normally occurs, when a consumers feels a forceful motivation that results into a desire or motivation to purchase a commodity immediately. According to research conducted by Cha (2001); Han et al., (1991); and Ko (1993), it can be seen that inclined attitude towards buying fashion related products are linked with different patterns which are pure, represents emotions, and a fashion oriented behavior. The same observations were supported by Park et al. (2006). When it talks about being involved in fashion, it relates to clothes linked with fashionable outfits. According to Han et al (1991), that such a behavior is normally enhanced by those who are routinely involved in wearing fashionable outfits. According to Fairhurst et al. (1989) and Seo et al. (2001), there is a direct link between being involved in fashion and buying behavior of clothes. Watson and Tellegen (1985) research concludes that positive emotions are reflected in good moods, which determines the level of consumer decision making.

THEORETICAL FRAMEWORK
Vals which is also known as values attitude and lifestyle is one of the primary ways to perform psychographic segmentation. All three terms are intangible in nature and therefore give an idea of the inert nature of the consumer. If you know what your consumer is thinking, you would know what kind of promotions or communications will attract him most. And how do you know what the consumer is thinking? By determining his vals Values, attitudes and lifestyle. VALS is different for different people. Lets take income as an example. If you are a person with high income your lifestyle would probably include habits of the SEC A class such as dining out of home frequently and that too in top class restaurants, wearing only branded clothes and buying the best cars out there. Whereas if you are a middle class income group consumer, you would be more wary of spending money and would rather concentrate on savings. So now how does VALS affect a marketer? Lets say you were a banker. What would you sell someone who had a high income lifestyle? You would sell them investment options and would also dedicate a relationship manager to take care of their needs. In fact, the bankers also have a term for high income individuals known as HNI highnetworth individuals. But, if your lifestyle was that of a low income customer, you are more likely to be targeted for savings History of the term VALS VALS is actually a proprietary term of SRI international. The term was developed by Social scientist and futurist Arnold mitchell. Arnold mitchell actually developed the vals framework to determine different classes of people who had varying values, attitudes and lifestyle. These people were determined by the resources they had at their disposal as well as the amount of primary innovation they could accept or create. Thus the people with low resources were low on innovation and the ones with higher resources were higher in innovation. This formed the basis of the VALS framework. The VALS framework

Image source SRI International

As mentioned in the history of VALS, The VALS framework was developed keeping a consumers resources as well as his capacity to accept innovation in mind. The X axis consisted of primary motivation (explained below) and the Y axis consisted of resources such as income, education, confidence etc. Thus these two factors were determined to be critical to define the values attitude and lifestyle of any consumer. Resources Included resources available to an individual such as income, education, intelligence, emotional support, etc. Primary motivation Which determined what actually drives the individual. Is it knowledge, the desire to achieve something or is it to be social. After researching above 1500 consumers, Arnold mitchell actually divided consumers into 9 different types based on the amount of resources they had as well as their capacity for primary motivation. These classes of consumers based on their VALS were.

Innovators The class of consumer at the top of the vals framework. They are characterized by High income and high resource individuals for whom independence is very important. They have their own individual taste in things and are motivated in achieving the finer things in life. Thinkers Awell educated professional is an excellent example of Thinkers in the vals framework. These are the people who have high resources and are motivated by their knowledge. These are the rational decision making consumers and are well informed about their surroundings. These consumers are likely to accept any social change because of their knowledge level. Believers The subtle difference between thinkers and believers is that thinkers make their own decisions whereas believers are more social in nature and hence also believe other consumers. They are characterized by lower resources and are less likely to accept innovation on their own. They are the best class of word of mouth consumers. Achievers The achievers are mainly motivated by guess what Achievements. These individuals want to excel at their job as well in their family. Thus they are more likely to purchase a brand which has shown its success over time. The achievers are said to be high resource consumers but at the same time, if any brand is rising, they are more likely to adopt that brand faster. Strivers Low resource consumer group which wants to reach some achievement are known as strivers. These customers do not have the resources to be an achiever. But as they have values similar to an achiever, they fall under the striver category. If a striver can gain the necessary resources such as a high income or social status then he can move on to becoming an achiever. Experiencers The group of consumers who have high resources but also need a mode of self expression are known as Experiencers. Mostly characterized by young adults, it consists of people who want to experience being different. This class of consumers is filled up with early adopters who spend heavily on food, clothing and other youthful products and services. Makers These are consumers who also want self expression but they are limited by the number of resources they have. Thus they would be more focused towards building a better family rather than going out and actually spending higher amount of money. Making themselves into better individuals and families becomes a form of self expression for the Makers. Survivors The class of consumers in the Vals framework with the least resources and therefore the least likely to adopt any innovation. As they are not likely to change their course of action regularly, they form into brand loyal customers. An example can

include old age pension earners living alone for whom the basic necessities are important and they are least likely to concentrate on anything else. Thus the vals framework can be used primarily to classify consumers based on their values, attitudes and lifestyle. Once the classification has been done, you know which types of customers you want to target. Depending on your target customers vals, you can make up your marketing strategy and your promotional message such that it hits your audience at the right spot.

HYPOTHESIS:
From the above mentioned model the following hypotheses are developed:

Hypothesis:
Ho: Strivers show the maximum relation to impulse buying behaviour. H1: Strivers do not show the maximum relation to impulse buying behaviour

Hypothesis:
Ho: Innovators show the maximum relation to impulse buying behaviour. H1: Innovators do not show the maximum relation to impulse buying behaviour

Hypothesis:
Ho: Believers show the maximum relation to impulse buying behaviour. H1: Believers do not show the maximum relation to impulse buying behaviour

Hypothesis:
Ho: Achievers show the maximum relation to impulse buying behaviour. H1: Achievers do not show the maximum relation to impulse buying behaviour

Hypothesis:
Ho: Makers show the maximum relation to impulse buying behaviour. H1:Makers do not show the maximum relation to impulse buying behaviour

Hypothesis:
Ho: Survivors show the maximum relation to impulse buying behavior. H1:

Hypothesis:
Ho: Experiencer show the maximum relation to impulse buying behaviour. H1: Experiencers do not show the maximum relation to impulse buying behaviour

Hypothesis:
Ho: : Thinkers show the maximum relation to impulse buying behaviour H1: Thinkers do not show the maximum relation to impulse buying behaviour The testing of the hypotheses is confined to the primary data collected from the institute of business management.

RESEARCH DESIGN
SAMPLING DESIGN
Secondary data was collected by reviewing literature discussed by numerous authors. Reviewing such literature helped in providing more clarity and understanding of the research topic. Saunders et al. (2003: 200) believe that secondary data saves resources such as time and money, which therefore enables the researcher to spend more time and effort making analyses and interpretations of the data. A survey research was conducted mainly among students of institute of business management to help in collecting primary data, more than 170 students from the university took part in our research through online questionnaire and short interviews . Sampling helps to provide more accurate information. It is also cheaper to collect data from a sample compared to the entire population.

DATA COLLECTION METHOD

Data Collection & Analysis Tools:In this research, the design of the questionnaire with
22questions was primarily based on likert measurement scales to assess our objectives. 16 questions are designed to evaluate customer segment in VALS framework remaining 6 questions are designed to evaluate the impulse buying behavior of the customers. Satisfaction was measured by a four-point Likert scale.

UNIT OF ANALYSIS:
Our unit of analysis consisted of 200 individuals who were students of IoBM .students filled in our online surveys and also we had interactive sessions with some of the students with in the university .

VARIABLES:
Dependent: Independent:

DATA ANALYSIS :
In this phase we have filter all the questionnaires. After that, coding has been done in order to save the time and make the work easier and structured to analyze the data well using popular statistics software, Statistical Package for Social Sciences (SPSS). Furthermore, we have applied the relevant test for testing the null hypothesis for acceptance or rejection.

I care about my image as an expression of character and taste ? strongly agree agree disagree strongly disagree 53 32% 83 50% 29 17% 1 1%

I must admit that I like to show off ? strongly agree agree disagree strongly disagree 18 11% 67 40% 73 43% 11 7%

I like my life to be pretty much the same from week to week?

strongly agree agree disagree strongly disagree

19 75 59 17

11% 44% 35% 10%

I am very interested in how mechanical things, such as engines, work. ?

strongly agree agree disagree strongly disagree

22 69 59 25

13% 39% 34% 14%

I must admit that my interests are somewhat narrow and limited ? strongly agree agree disagree strongly disagree 20 63 73 18 11% 36% 42% 10%

I follow the latest trends and fashions? strongly agree agree disagree strongly disagree 30 18% 77 46% 57 34% 5 3%

strongly agree I like being in charge of a group. ? agree disagree strongly disagree

29 17% 80 47% 51 30% 12 7%

I like the challenge of doing something I have never done before?

strongly agree agree disagree strongly disagree

42 25% 69 40% 52 30% 8 5%

I try to complete my job even I have to sit after office hours? strongly agree agree disagree strongly disagree 31 18% 70 42% 48 29% 19 11%

I emulate styles of people I admire ?

strongly agree agree disagree strongly disagree

22 13% 77 46% 56 34% 11 7%

I would like to understand more about how the universe works?

strongly agree agree disagree strongly disagree

19 11% 83 49% 53 31% 14 8%

I prefer value to luxury. ? strongly agree agree disagree strongly disagree 40 24% 72 43% 47 28% 9 5%

I choose products that demonstrate success to my peers. ? strongly agree agree disagree strongly disagree 29 17% 92 54% 43 25% 7 4%

I tend to often read about public affairs and education ?

strongly agree agree disagree strongly disagree

26 15% 79 45% 62 35% 9 5%

I consider myself slow, when it comes to changing habits. ? strongly agree agree disagree strongly disagree 23 86 47 14 14% 51% 28% 8%

I am primarily concerned about safety and security ? strongly agree agree disagree strongly disagree 36 21% 70 41% 49 29% 14 8%

I buy only what is on my shopping list?

strongly agree agree disagree strongly disagree

21 12% 61 36% 69 41% 18 11%

I tend to buy clothing if I really like it?

strongly agree agree disagree strongly disagree

40 24% 78 46% 45 27% 5 3%

I am less concerned with the price of clothing? strongly agree agree disagree strongly disagree 23 14% 55 32% 73 43% 19 11%

I consider visual display of products affects the desirability of those products.

strongly agree agree disagree strongly disagree

24 14% 93 55% 40 24% 12 7%

What is the highest level of formal education you have completed?

Grade 8 or less High School or equivalent 1 to 3 years of college or technical school College graduation (4 years)

9 5% 36 21% 31 18% 92 55%

2. What was your total household income before taxes for the most recent calendar year (January through December)? By your household, we mean all persons living in your primary home who share basic finances with you.?

less than 25,000 25,000 to 50,000 50,000 to 75,000

26 16% 33 20% 30 18%

75000 to 100,000 more tan 100,000

30 18% 46 28%

Are you a student currently enrolled at a college or university?

yes No AGE? 18-24 24-28 28-32 above 32 75 60 21 11 45% 36% 13% 7%

99 67

60% 40%

Gender?

Male Female

95 68

58% 42%

occupation?
interior designer karachi actor graphic designer Studnt house officer content writer studnt finance manager managing director business analyst student professor student and corporate worker banker principle Dentist not yet businesman designer financial analyst Employee fashion designer Student CEO Audit Tainee marketing researcher Lawyeranchor doctor student Banker housewife House wife accountant freelancer research analyst teacher Project Manager Bechalor Student, Speaker ,Manager employeeengineer brand manager dentist

PAY SCALE? 10,000 to 25,000 25000 to 50000 50,000 to 75,000 75,000 to 100,000 above 100,000 49 33% 44 29% 25 17% 15 10% 17 11%

Number of daily responses

LIMITATIONS OF OUR RESERACH

SMALL SMAL SIZE: the number of the units of analysis we used in your study is
dictated by the type of research problem we are investigating. Our sample size was small to find significant relationships however, we managed to form our statistical tests on a sample size of 170 individuals and thus generalized our results.

LACK OF ADEQUATE DATA: the lack of reliable data has required us to limit the
scope of our analysis, and it had been a significant obstacle in finding a trend and a meaningful relationship. Since most of the university students in the surveys online, most of them left some questions blank.

TIME FRAME: we had a time of 1 weeks during which we had to select and approach
our respondents (target population), a small time frame limited us to a smaller sample size of only 170 individuals which could have been exceeded if we had ample of time.

CONCLUSION:
In our report, we identified consumers of several groups as per VALS segmentation and framework. We also identified the buying patterns of apparel of consumers belonging to different segments. We also identified the relationship between lifestyle of consumer and shopping, involvement of fashion in consumer purchase decisions, pre-purchase decisions and post-purchase decisions of consumers and behavioral and attitudinal aspects of impulse buying behavior of consumers. We also identified factors that result in impulse buying behavior and finally through all this we were able to conclude that which VALS segment shows maximum impulse buying behavior. From the extensive study conducted above we can conclude that consumer are classified into several groups as per VALSs segmentation which includes innovators, thinkers, believers, achievers, strivers, experiencers, makers and survivors. These entire segments tend to show different buying patterns as all have distinct characteristics as discussed in this study. Innovators prefer new and innovative

creation. Thinkers tend to prefer clothes with durability and functional benefits. Believers go for well established brands. Achievers go for premier brands. Strivers try to emulate achiever and always look for stylish clothes which prominent them in front of others. Experiencers are more inclined towards fashion. Makers are low resource and try out basic products and survivors are hard core brand loyal with lower income. This study concluded that when consider relationship between lifestyle of consumer shopping and involvement of fashion on consumer it shows that every segment take into consideration latest fashion and trends while going out for purchasing clothes and experiencers tend to show higher tendency towards spending budget on fashion. When it was analyzed, pre-decision stage of consumer it shows that consumer tend to decide for shopping on the basis of their moods. All segment of groups shows that they decide feel excited to go for shopping when they feel happy and energetic. Post-decision behavior shows that majority of the consumer group rarely regret after their purchasing except strivers as their behavior is un-predictable which cannot be identified. From the analysis, we identified that major factor that influence impulse buying behavior is quality. Other factor includes: Price Packaging In-store displays External Environment Social Surrounding Physical Surrounding Shopping task Culture Proximity

 Mood Age Gender and Income Time General Interior Design Organizing of merchandise and equipment within the store Point of sale promotional materials Display of merchandise

When it comes to go about identifying which consumer segment shows more impulse buying behavior we came across that strivers shows maximum impulse buying behavior because they are the one who are not aware of what they wanted at times they go for shopping and also their decision shifts when they reach to shopping destinations. Hence, our hypothesis rejected and strivers shows maximum impulse buying behavior.

QUESTIONAIRE:
AGE 20-30 30-50 50-60 70-80

GENDER

MALE

FEMALE

OCCUPATION

PAY SCALE

10,000-30,000

40000-60000

70000-90000

QUESTIONS

Strongly Agree

Somewhat Agree

Somewhat Disagree

Strongly disagree

I care about my image as an expression of character and taste (Innovators). I must admit that I like to show off (Strivers) I like my life to be pretty much the same from week to week. (Believers) I am very interested in how mechanical things, such as engines, work. (Makers) I must admit that my interests are somewhat narrow and limited (Survivors) I follow the latest trends and fashions. (Experiencers) I like being in charge of a group. ( Innovators) I like the challenge of doing something I have never done before. (Experiencers)

I try to complete my job even I have to sit after office hours.(Achievers) I emulate styles of people I admire (Strivers) I would like to understand more about how the universe works. ( Thinkers) I prefer value to luxury. (Makers) I choose products that demonstrate success to my peers. (Achievers) I tend to often read about public affairs and education (Thinkers) I consider myself slow, when it comes to changing habits. (Believers) I am primarily concerned about safety and security (Survivors) I buy only what is on my shopping list? I tend to buy clothing if I really like it? I am less concerned with the price of clothing? I consider visual display of products affects the desirability of those products.

10

11

12

13

14

15

16

17

18

19

20

1. What is the highest level of formal education you have completed? Grade 8 or less Grades 911 High School or equivalent 1 to 3 years of college or technical school College graduation (4 years) Attended or completed graduate school

2. Are you a student currently enrolled at a college or university? Yes No