Branded clothes in today's society.
This research study was conducted to identify the causes that lead young people of today to spend more money on branded clothes. We determine our dependent variable as the expenditure on branded clothes. Any variances of this dependent variable are attempted to be explained by six independe...
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| Main Authors: | , , |
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| 其他作者: | |
| 格式: | Final Year Project |
| 語言: | English |
| 出版: |
2013
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| 主題: | |
| 在線閱讀: | http://hdl.handle.net/10356/51825 |
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| 機構: | Nanyang Technological University |
| 語言: | English |
| 總結: | This research study was conducted to identify the causes that lead young people of today to
spend more money on branded clothes. We determine our dependent variable as the
expenditure on branded clothes. Any variances of this dependent variable are attempted to
be explained by six independent variables namely: affluence (monthly allowance and parttime/
temporary jobs), media advertisements, peer pressure, quality and self-image. Our
study also included the moderating variable of gender.
Our pilot test was conducted on thirty (30) undergraduates within the campus. After
developing the theoretical framework, a questionnaire consisting of thirteen items was
created. A random sample of 200 respondents were picked to participate in our study.
Our data analysis included editing, coding, categorizing and keying data into the computer
by using the statistical programme, SPSS (Statistical Package for the Social Sciences).
Using this programme, the hypotheses were tested using the correlation and chi-square
tests. The results indicated for the gender male, the variables of monthly allowance, media
advertisements and self-image played a major role in causing them to spend more on
branded clothes. Also, the results showed that the variable monthly allowance had a
positive correlation with expenditure on branded clothes, for the gender female. |
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