Homogeneity & analysis of variance: substantiation among women professional purchase decision of facial cream brands

Abstract

One way Analysis of Variance (ANOVA) tool established the difference among various groups mean. The study discusses the relationship between demographic variables (Age, Profession, Income, Experience &Occupational sector) and Purchase Decisions of Women Professionals using facial creams. The study categorized women professionals as Advocates, Doctors, Academicians, Engineering &Technocracts, and Administrators &Others. A questionnaire was designed with seven variables like External Stimuli, Internal Stimuli, Brand Awareness, Source credibility, Purchase Intention, Purchase decisions, Purchase experience and was circulated among the women professionals in & around Chennai, a total of 734 questionnaire was composed. These articles confer about the results of the normality test and one way ANOVA using Statistical Package for Social Science SPSS 21.0. This article is framed only to measure whether there is a significant difference among the demographical variables with the only one variable of the study that is purchase decisions. To investigate the assumptions of normality Kolmogorov-Smirnov & Shapiro-Wilk was calculated &muliticollinerity tests were conducted. The finding of the study shows that there is a difference among the demographic variables with the purchase decisions of the facial creams among women professionals. This study shall act as a direction for the academician and marketers for better understanding purchase decisions of facial cream brands among women professionals based on the demographic variables.