CHAPTER 4
DATA ANALYSIS AND INTERPRETATION
Analysis and interpretation constitutes the most integral portion of the study. Statistical techniques: Tools
such as tables and charts are used for better understanding of data for interpretation. The data is analysed
through a questionnaire consisting of 28 questions and 3 other questions including name, email id and
location. The interpretation and analysis is carried on in detail, as the major tool used for data collection is
questionnaire and is based on Primary data.
1. TABLE SHOWING THE GENDER OF THE RESPONDENTS
Gender No. of Respondents Percentage
Male 51 40.5%
Female 75 59.5%
Prefer not to say - -
Total 126 100%
Pie chart showing the gender of the respondents
Interpretation-
The pie chart reveals that 59.5% of the respondents are Female and 40.5% are Male. A negligible
proportion preferred not to disclose their gender, indicating a predominantly female respondent base.
2. TABLE SHOWING THE AGE GROUPS OF THE RESPONDENTS
Age No. of Respondents Percentage
Under 18 9 7.1%
18-24 107 84.9%
24-40 8 6.3%
Above 40 2 1.6%
Total 126 100%
Pie chart showing the age groups of the respondents
Interpretation-
The pie chart reveals that 84.9% of the respondents are in the age group of 18-24 years. 7.1% are under
18, 6.3% fall in the 24-40 range, and only 1.6% are above 40 years of age, confirming a predominantly
young respondent base.
3. TABLE SHOWING THE OCCUPATION OF THE RESPONDENTS
Occupation No. of Respondents Percentage
Student 110 87.3%
Business ~5 ~4%
Employed 10 7.9%
Home Maker ~1 ~0.8%
Total 126 100%
Pie chart showing the occupation of the respondents
Interpretation-
The pie chart reveals that 87.3% of the respondents are Students, which aligns with the predominantly
young age group observed. 7.9% are Employed, and a small percentage are in Business or are Home
Makers.
4. TABLE SHOWING PERSONALIZATION IN PURCHASE INTENTION
Response No. of Respondents Percentage
Yes 96 76.2%
No 16 12.7%
Maybe 14 11.1%
Total 126 100%
Pie chart showing personalization in purchase intention
Interpretation-
The pie chart reveals that 76.2% of the respondents like products that allow personalization or
customization. Only 12.7% responded No, and 11.1% responded Maybe, indicating strong consumer
preference for customizable products.
5. TABLE SHOWING TYPE OF PERSONALIZATION PREFERRED IN CROCS
Type of Personalization No. of Respondents Percentage
Jibbitz Charms 35 27.8%
Different Color Combinations 46 36.5%
Limited Edition Designs 56 44.4%
Name/Initial Customization 20 15.9%
Bar chart showing type of personalization preferred in Crocs
Interpretation-
Limited Edition Designs are the most preferred type of personalization at 44.4%, followed by Different
Color Combinations at 36.5%. Jibbitz Charms attracted 27.8% while Name/Initial Customization was
least preferred at 15.9%.
6. TABLE SHOWING CROCS CUSTOMIZATION WITH JIBBITZ CHARMS
Response No. of Respondents Percentage
Yes, I have customized them 55 43.7%
I am planning to customize them 42 33.3%
I have not customized them 29 23%
Total 126 100%
Pie chart showing Crocs customization with Jibbitz charms
Interpretation-
43.7% of the respondents have already customized their Crocs with Jibbitz charms or accessories. 33.3%
are planning to do so, and only 23% have not customized them, indicating high engagement with Crocs
personalization features.
7. TABLE SHOWING INFLUENCE OF PERSONALIZATION ON PURCHASE
DECISION
Response No. of Respondents Percentage
Very much 48 38.1%
Somewhat 42 33.3%
Neutral 25 19.8%
Very little 8 6.3%
Not at all 3 2.4%
Total 126 100%
Pie chart showing influence of personalization on purchase decision
Interpretation-
38.1% of respondents said personalization influences their decision to buy Crocs 'Very much', while
33.3% said 'Somewhat'. Combined, over 71% are positively influenced by personalization options,
highlighting its significance in purchase decisions.
8. TABLE SHOWING PURCHASE LIKELIHOOD WITH MORE PERSONALIZATION
OPTIONS
Response No. of Respondents Percentage
Definitely Yes 51 40.5%
Probably Yes 55 43.7%
Not Sure 16 12.7%
Probably No ~2 ~1.6%
Definitely No ~2 ~1.6%
Total 126 100%
Pie chart showing purchase likelihood with more personalization options
Interpretation-
40.5% said 'Definitely Yes' and 43.7% said 'Probably Yes' to purchasing Crocs if they offered more
personalization options. This indicates that over 84% of respondents are likely to purchase Crocs with
expanded customization.
9. TABLE SHOWING SOCIAL MEDIA INFLUENCE ON GEN Z PURCHASING
DECISIONS
Response No. of Respondents Percentage
Yes 112 88.9%
No 14 11.1%
Total 126 100%
Pie chart showing social media influence on purchasing decisions
Interpretation-
An overwhelming 88.9% of respondents have purchased a product after seeing it on social media, while
only 11.1% have not. This highlights the powerful role of social media platforms in driving purchase
decisions among Gen Z consumers.
10. TABLE SHOWING FACTORS INFLUENCING PURCHASE DECISIONS
Influencing Factor No. of Respondents Percentage
Influencer Recommendations 34 27%
Advertisements 53 42.1%
Customer Reviews 43 34.1%
Friends/Peer Suggestions 16 12.7%
Own Style/Preference 1 0.8%
Other 3 2.4%
Bar chart showing factors influencing purchase decisions
Interpretation-
Advertisements are the most influential factor at 42.1%, followed by Customer Reviews at 34.1%, and
Influencer Recommendations at 27%. Friends/Peer Suggestions account for 12.7%, underscoring the
strong impact of digital marketing.
11. TABLE SHOWING TRUST IN INFLUENCER RECOMMENDATIONS
Trust Level No. of Respondents Percentage
Strongly Trust 34 27%
Moderately Trust 38 30.2%
Neutral 44 34.9%
Slightly Distrust ~6 ~4.8%
Strongly Distrust ~4 ~3.2%
Total 126 100%
Pie chart showing trust in influencer recommendations
Interpretation-
34.9% of respondents are Neutral towards influencer recommendations, while 30.2% Moderately Trust
them and 27% Strongly Trust them. Only a small percentage distrust influencers, suggesting that
influencer marketing remains a credible tool for reaching Gen Z consumers.
12. TABLE SHOWING EFFECT OF DISCOUNTS AND PROMO CODES ON SOCIAL
MEDIA
Response No. of Respondents Percentage
Always 51 40.5%
Sometimes 59 46.8%
Rarely 9 7.1%
Never 7 5.6%
Total 126 100%
Pie chart showing effect of discounts and promo codes
Interpretation-
46.8% of respondents 'Sometimes' and 40.5% 'Always' make purchases when encouraged by discounts
and promo codes shared on social media. Over 87% are influenced by promotional incentives, making
discount-based social media marketing highly effective.
13. TABLE SHOWING IMPULSE PURCHASES DUE TO SOCIAL MEDIA TRENDS
Response No. of Respondents Percentage
Yes 101 80.2%
No 25 19.8%
Total 126 100%
Pie chart showing impulse purchases due to social media trends
Interpretation-
80.2% of the respondents have made an impulse purchase due to social media trends, while only 19.8%
have not. This clearly demonstrates the strong influence of viral social media content and trends on
spontaneous buying behaviour among Gen Z consumers.
14. TABLE SHOWING FAMILIARITY WITH SUSTAINABLE OR ECO-FRIENDLY
PRODUCTS
Response No. of Respondents Percentage
Very familiar 54 42.9%
Somewhat familiar 56 44.4%
Heard about it but not sure 14 11.1%
Not familiar ~2 ~1.6%
Total 126 100%
Pie chart showing familiarity with sustainable or eco-friendly products
Interpretation-
The pie chart reveals that 44.4% of respondents are 'Somewhat familiar' and 42.9% are 'Very familiar'
with the concept of sustainable or eco-friendly products. Only 11.1% have heard about it but are unsure,
and a negligible percentage are not familiar at all, indicating high awareness among respondents.
15. TABLE SHOWING IMPORTANCE OF SUSTAINABILITY IN PURCHASE
DECISIONS
Response No. of Respondents Percentage
Very important 55 43.7%
Moderately important 57 45.2%
Slightly important 10 7.9%
Not important ~4 ~3.2%
Total 126 100%
Pie chart showing importance of sustainability when buying a product
Interpretation-
The pie chart reveals that 45.2% find sustainability 'Moderately important' and 43.7% find it 'Very
important' when deciding to buy a product. Combined, nearly 89% of respondents value sustainability in
their purchase decisions, reflecting growing eco-consciousness among consumers.
16. TABLE SHOWING PREFERENCE FOR ENVIRONMENTALLY FRIENDLY
PRODUCTS
Response No. of Respondents Percentage
Definitely yes 62 49.2%
Probably yes 54 42.9%
Probably no ~6 ~4.8%
Definitely No ~4 ~3.2%
Total 126 100%
Pie chart showing preference for environmentally friendly products
Interpretation-
The pie chart reveals that 49.2% would 'Definitely' choose an environmentally friendly product when two
products have the same quality and price, while 42.9% said 'Probably yes'. Over 92% lean towards the
eco-friendly option, demonstrating strong environmental consciousness in purchase decisions.
17. TABLE SHOWING LIKELIHOOD OF BUYING ECO-FRIENDLY PACKAGED
PRODUCTS
Response No. of Respondents Percentage
Very likely 58 46%
Likely 59 46.8%
Neutral ~6 ~4.8%
Unlikely ~3 ~2.4%
Total 126 100%
Pie chart showing likelihood of buying products with eco-friendly packaging
Interpretation-
The pie chart reveals that 46.8% are 'Likely' and 46% are 'Very likely' to buy a product that uses
sustainable or eco-friendly packaging. Combined, nearly 93% of respondents favour eco-friendly
packaging, suggesting that sustainable packaging is a strong purchase driver.
18. TABLE SHOWING WILLINGNESS TO PAY EXTRA FOR SUSTAINABLE
PRODUCTS
Response No. of Respondents Percentage
Yes definitely 57 45.2%
Yes if price difference is small 59 46.8%
Not sure 8 6.3%
No ~2 ~1.6%
Total 126 100%
Pie chart showing willingness to pay extra for sustainable products
Interpretation-
45.2% of respondents would 'Definitely' pay extra for environmentally sustainable products, while 46.8%
would do so if the price difference is small. Combined, over 92% are willing to pay a premium for
sustainability, indicating strong market potential for eco-friendly Crocs products.
19. TABLE SHOWING INFLUENCE OF COMMUNITY RECOMMENDATIONS ON
BUYING DECISIONS
Response No. of Respondents Percentage
Always 51 40.5%
Often 31 24.6%
Sometimes 34 27%
Rarely ~7 ~5.6%
Never ~3 ~2.4%
Total 126 100%
Pie chart showing influence of community recommendations on buying decisions
Interpretation-
40.5% of respondents said recommendations from friends or online communities 'Always' influence their
buying decisions, and 24.6% said 'Often'. A further 27% said 'Sometimes'. Combined, over 92% are
influenced by community recommendations to some degree, underscoring the power of community-based
marketing.
20. TABLE SHOWING COMMUNITY THAT INFLUENCES PURCHASE DECISIONS
THE MOST
Community No. of Respondents Percentage
Friends and Family 42 33.3%
Social Media Influencers 60 47.6%
Online Reviews (Amazon, Flipkart) 47 37.3%
Online Communities/Groups 12 9.5%
None 4 3.2%
Bar chart showing community that influences purchase decisions the most
Interpretation-
Social Media Influencers are the most influential community at 47.6%, followed by Online Reviews at
37.3% and Friends and Family at 33.3%. Online Communities/Groups account for 9.5%, with only 3.2%
reporting no community influence, highlighting the dominance of digital communities in shaping Gen Z
purchase behaviour.
21. TABLE SHOWING PURCHASES DUE TO TRENDING IN ONLINE
COMMUNITIES
Response No. of Respondents Percentage
Yes 75 59.5%
No 21 16.7%
Maybe 30 23.8%
Total 126 100%
Pie chart showing purchases due to trending in online communities
Interpretation-
59.5% of respondents have purchased a product because it was trending in an online community or social
media group, while 16.7% have not. 23.8% were undecided. This reveals that community-driven trends
significantly influence actual buying behaviour, especially among Gen Z consumers.
22. TABLE SHOWING EFFECT OF CUSTOMER REVIEWS ON PURCHASE
DECISIONS
Response No. of Respondents Percentage
Very much 65 51.6%
Somewhat 33 26.2%
Neutral 20 15.9%
Very little ~5 ~4%
Not at all ~3 ~2.4%
Total 126 100%
Pie chart showing effect of customer reviews on purchase decisions
Interpretation-
51.6% of respondents said customer reviews and ratings affect their purchase decision 'Very much', and
26.2% said 'Somewhat'. Combined, nearly 78% rely heavily on customer reviews, indicating that
maintaining a strong positive review base is critical for brands targeting Gen Z consumers.
23. TABLE SHOWING PLATFORM THAT INFLUENCES BUYING DECISIONS THE
MOST
Platform No. of Respondents Percentage
Instagram 62 49.2%
YouTube 37 29.4%
WhatsApp Groups 23 18.3%
Online Shopping Reviews 31 24.6%
Friendly/Family Recommendations 11 8.7%
Bar chart showing platform that influences buying decisions the most
Interpretation-
Instagram is the most influential platform at 49.2%, followed by YouTube at 29.4% and Online Shopping
Reviews at 24.6%. WhatsApp Groups account for 18.3%, while Friendly/Family Recommendations trail
at 8.7%. This confirms Instagram as the dominant platform for product discovery and marketing among
Gen Z.
24. TABLE SHOWING IMPORTANCE OF PRICE IN PURCHASE DECISIONS
Response No. of Respondents Percentage
Very important 60 47.6%
Important 39 31%
Neutral 21 16.7%
Slightly important ~4 ~3.2%
Not important ~2 ~1.6%
Total 126 100%
Pie chart showing importance of price in purchase decisions
Interpretation-
47.6% of respondents consider price 'Very important' and 31% consider it 'Important' when deciding to
buy a product. Combined, nearly 79% prioritize price, highlighting that competitive and value-based
pricing strategies are essential to attract and retain Gen Z consumers.
25. TABLE SHOWING PREFERRED PRICE RANGE WHEN BUYING PRODUCTS
Price Range No. of Respondents Percentage
Low price 24 19%
Moderate price 94 74.6%
Premium price 8 6.3%
Total 126 100%
Pie chart showing preferred price range when buying products
Interpretation-
74.6% of respondents prefer 'Moderate price' products, while 19% prefer low-priced products and only
6.3% opt for premium pricing. This suggests that the majority of Gen Z consumers seek value-for-money
products, and brands should position Crocs in the moderate pricing segment to maximise appeal.
26. TABLE SHOWING INFLUENCE OF DISCOUNTS AND SALES ON BUYING
DECISIONS
Response No. of Respondents Percentage
Always 55 43.7%
Often 35 27.8%
Sometimes 34 27%
Rarely ~1 ~0.8%
Never ~1 ~0.8%
Total 126 100%
Pie chart showing influence of discounts and sales on buying decisions
Interpretation-
43.7% of respondents said discounts and sales 'Always' influence their buying decisions, while 27.8%
said 'Often' and 27% said 'Sometimes'. Combined, over 98% are influenced by discounts and sales to
some degree, demonstrating that promotional pricing strategies are extremely effective for capturing Gen
Z buyers.
27. TABLE SHOWING PERCEPTION WHEN A PRODUCT IS EXPENSIVE
Response No. of Respondents Percentage
It must be high quality 57 45.2%
It may be better than cheaper ones 47 37.3%
Price does not always mean quality 29 23%
I avoid buying it 9 7.1%
Bar chart showing perception when a product is expensive
Interpretation-
45.2% of respondents associate high price with high quality, and 37.3% believe it may be better than
cheaper alternatives. 23% believe price does not always indicate quality, and only 7.1% would avoid an
expensive product. This reveals that a majority of Gen Z consumers use price as a quality signal.
28. TABLE SHOWING PRICING STRATEGY THAT ATTRACTS RESPONDENTS
THE MOST
Pricing Strategy No. of Respondents Percentage
Discounts and offers 48 38.1%
Buy 1 Get 1 Free 61 48.4%
Limited-time deals 31 24.6%
Loyalty rewards 16 12.7%
Bundle pricing 11 8.7%
Bar chart showing pricing strategy that attracts respondents the most
Interpretation-
Buy 1 Get 1 Free is the most attractive pricing strategy at 48.4%, followed by Discounts and Offers at
38.1% and Limited-time Deals at 24.6%. Loyalty Rewards appeal to 12.7% and Bundle Pricing to 8.7%.
These findings suggest that BOGO and discount-based offers are the most effective strategies to drive
Crocs purchases among Gen Z consumers.