Significant Differences In Importance Research Articles

A comparative analysis of “building well-being” factors for prime office workers in London and Hong Kong

PurposeIn order to determine whether the factors affecting office worker well-being are location dependent, this exploratory study analyses the relative importance of different “building well-being” factors for prime office workers in two leading but environmentally contrastive real estate markets: London and Hong Kong.Design/methodology/approachThis paper adopts a mixed methods sequential explanatory design (follow-up explanations model), consisting of three phases: an exploratory phase to refine the building well-being factors, a quantitative phase utilising a questionnaire to assess the relative importance of these building well-being factors (N = 281: London = 171; Hong Kong = 110), followed by a final phase of follow-up interviews with respondents to explore the reasons behind the significant differences observed in the quantitative phase (N = 13: London = 7; Hong Kong = 6).FindingsWhile London and Hong Kong share some highly-ranking factors in common, significant differences in importance are observed for 17 of the 31 identified factors as a result of contrasting physical, economic, and cultural environments.Originality/valueDespite growing recognition of the importance of the built environment on well-being, to the authors’ knowledge there has been no previous research investigating how building well-being demands may vary systematically across geographies. Understanding these differences has important implications for interpreting building well-being research, effective business operations, real estate investment, building certification scheme design, and governance of the built environment.

PERBEDAAN PENILAIAN PEMBELI MAKAN SIANG DAN MALAM TERHADAP ATRIBUT RUMAH MAKAN PADANG X, BANDAR LAMPUNG

This study aims to analyze differences between lunch and dinner buyers in assessing importance and performance attributes, differences in importance and performance levels between lunch buyers and dinner buyers, and analyze the attributes that need to be improved and maintained. The method used in this study was a survey method by conducting interviews with 35 lunch buyer respondents and 35 dinner buyer respondents. The samples were determined using a probability sampling technique to randomize table numbers and the analytical method used was the Mann-Whitney Test and Importance Performance Analysis (IPA). Interest and performance attribute ratings by buyers used a Likert scale with a range of 1 to 5. This study showed that there was no significant difference in importance and performance ratings between lunch and dinner buyers' ratings. There are 4 different attributes of the importance and performance of dinner and lunch. There is 1 attribute whose performance needs to be improved and 8 attributes whose performance needs to be maintained. Keywords: attributes, Importance Performance Analysis (IPA), importance and performance, lunch buyers and dinner buyers.

IPA 기법을 활용한 신규간호사 핵심역량 술기 교육프로그램에 대한 인식 및 요구도 분석

Objectives This study was to analyze new nurses and preceptors' awareness of new nurses' core competency skills education program, and the degree of demand through the importance, satisfaction, and performance of each target. Methods A paired-sample t-test was conducted for each subject's factors and items through data collected through questionnaires to find out the importance, satisfaction, and performance of new nurses and preceptors, who are research subjects for the new nurses' core competency skills education program. Using the IPA technique, it was schematized as an IPA Matrix, and the distribution status by factor and item of each subject was analyzed. Results 1. Results of analysis of importance and satisfaction of new nurses' core competency skills education program. As a result of difference analysis on importance and satisfaction of 6 factors, as a result of difference analysis on importance and satisfaction by 3 factors and 34 items, 19 items showed statistically significant differences. 2. Results of IPA analysis of new nurses' core competency skills education program. In the area of continuous maintenance, the professionalism of the instructor was included among the six factors, and in the area of intensive improvement and management, the educational program and educational environment were included among the six factors. 3. Results of analysis of the importance and performance of the preceptor's nursing job. As a result of analyzing the difference in importance and performance of 16 factors of nursing job, 14 factors showed statistically significant differences, and in most factors, the importance was higher than the performance. There was a statistically significant difference in importance and performance in 38 out of 51 nursing job items, and most of ‘performance’, which showed high importance, showed a difference. 4. Results of the IPA analysis on the nursing job of the preceptor. Among the 16 factors, assessment, performance, communication, and cooperation were included in the continuous maintenance area, and no factors were applicable in the intensive improvement and management area. Four items of performance factors were included in the second quadrant, which means that the actual performance falls short of the job that nurses consider important. Conclusions Based on the analysis results of this study, the difference in education satisfaction of core competency skills recognized as important by new nurses and the causes of differences in importance and performance according to nursing duties among preceptors were identified, and these were identified in the education program for new nurses. By applying it, new nurses will prepare the foundation for fully practicing the core competency of nurses.

2015 특수교육 기본 교육과정 음악과 성취기준의 중요도-실행도에 관한 특수교사의 인식

Purpose: The purpose of this study was to identify the perception of special education teachers on the importance and performance of music achievement standards in the 2015 Basic Curriculum of Special Education. Method: A survey was conducted among special education teachers with experience teaching music subjects across the country. Results: First, the importance was in the order of habituation, listening, and expression. Teachers recognized the core concept of ‘music and communication’ in ‘habituation’ at most, while they recognized the core concept of ‘elements of music’ in the ‘expression’ at least. Second, the performance was in the order of habituation, listening, and expression. Teachers applied the core concept of ‘use of music’ in ‘habituation’ at most, while they indicated the core concept of ‘element of music’ in the ‘expression’ at least. Third, 92 of the 94 achievement standards showed a significant difference in importance and performance. Conclusion: This study suggested the need to investigate ways to increase teacher performance. The findings of this study will provide preliminary data for effective teaching and learning direction, as well as basic music curriculum.

Nurses' perspectives of the patient care experience assessment items using importance-performance analysis.

This study aimed to evaluate the importance and performance of hospital nurses for patient experience evaluation items from the perspective of care providers and to identify the items that need improvement. Patient experience includes customized treatment and services that focus on patient satisfaction and needs, with healthcare providers participating as partners. The study was conducted using a cross-sectional survey design, and data were collected on the importance and performance of 15 out of 24 patient experience evaluation items. The sample population consisted of 193 direct care nurses from two hospitals in South Korea. The results showed the items with significant differences in importance and performance ('concentrate here' areas) such as 'description of a drug' (t = 2.26, p = .025), 'listening to patients' (t = 6.64, p < .001), 'description of adverse drug reactions' (t = 10.19, p < .001), 'clean hospital environment' (t= 2.95, p = .004) and 'easy notification of complaints' (t = 8.37, p < .001). The findings highlight the importance of awareness and performance in patient experience evaluation items from the nurses' perspective. While some items were recognized as important but not performing well, others were identified as important and performing well. As identified in this study, nursing managers should strive to develop nursing practice standards and educational programs for nurses to improve patient experiences. It is crucial that these changes are reflected in policies.

Rearing goat kids away from their dams 2. Understanding farmers’ views on changing management practices

Improving animal welfare is an important aim of livestock industries and is dependent on human management. Understanding attitudes to change and perceived barriers is therefore a key consideration for welfare scientists. A survey that aimed to investigate farmers’ attitudes towards changing goat kid-rearing practices was distributed. Likert scales examined willingness to change and the importance of factors in decision-making alongside open-text responses for further explanation. A total of 242 farmers (United States of America (USA) 72; United Kingdom (UK) 71; Australia 33; Canada 23; New Zealand 20; European Union 14; Other 9) rearing goat kids away from their dams responded. All respondents rated from one (highly unwilling) to seven (highly willing), how willing they would be to supply three enrichment types. Willingness to provide enrichments differed (χ2(2) = 190.114,P < 0.001), with farmers most likely to provide climbing or loose items rather than swinging items. The most common reasons cited for unwillingness to provide enrichment were related to safety (101 responses/76.5%). Those currently abruptly weaning were asked how willing they would be to use gradual weaning methods. Those abruptly weaning from ad libitum milk systems (n = 47) showed no difference in willingness to change to different gradual weaning methods; the median (Interquartile Range (IQR)) for the willingness to change to removing teats was 2 (1–4), reducing milk temperature 3 (1–5) and diluting milk 2 (1–5), with most concerns relating to feasibility. Those abruptly weaning from bottle feeding (n = 18) also showed no difference in willingness to change to gradual weaning methods. Median (IQR) score for willingness to change to reduced number of bottle feeds was 4 (1–7), reducing milk quantity 3 (1–6.25), and diluting milk 1 (1–5), respectively. Health concerns were the most common reason for not being willing to change. All 242 respondents were asked to rate how important different factors are when deciding to implement a new management practice. There was a significant difference in importance between factors (χ2(2) = 34.779, P < 0.001). Median (IQR) importance of the factors was labour/time 5 (4–7), cost 5 (4–7), evidence beneficial to welfare 6 (5–7), evidence beneficial to health 6 (5–7), and evidence beneficial to growth 6 (4–7). To our knowledge, this is the first study to examine goat farmers’ attitudes towards changing management practices and could help ensure that future research addresses farmer concerns and therefore has the best opportunity to be implemented on-farm.

대학 교수의 온라인 수업 역량에 대한 교수 및 학생의 요구 분석

The purpose of this study was to analyze the needs of university faculty members and students for teaching competencies in online classes. To achieve the purpose, first of all, the teaching competencies of faculty members in online classes were determined through a review of previous studies. The final online classes teaching competencies were composed of 23 of 6 domains. Second, a survey was conducted with 208 participants from faculty members(103) and students(105) at universities in Busan Metropolitan City and Gyeongsangnam-do Province, Korea. Third, in order to draw the needs and priorities, collected data were analyzed by the three-steps analysis method of t-test, Borich need assessment formula, and the Locus for Focus model. As a result of t-test, there were significant differences in importance and performance value through all competencies about both faculty members and students. Finally, 4 competencies[① facilitation of attention and motivation, ② self-improvement, ③ development of instructional materials, ④ interaction] were identified as prior needs to faculty members while 6 competencies[① class evaluation and analysis, ② development of instructional materials, ③ open-mind and positive attitude, ④ evaluation achievement, ⑤ self-improvement, ⑥ communication of contents] to students. It was difference between faculty members and students for needs of teaching competencies in online classes. Therefore, based on the results, prior teaching competencies for faculty members should be considered and applied on deciding the support policies to improve the quality of online classes in university.

유학생들이 인식하는 교육서비스품질이 추천의도에 미치는 영향 : 국립대학과 사립대학 재학생들의 인식차이를 중심으로

Universities are facing a crisis due to social environment changes such as freezing tuition fees, decreasing in school age and the youth unemployment crisis. In order to overcome the university’s management crisis, it is necessary to actively consider increasing the satisfaction level of students studying abroad The importance and satisfaction of the quality of education services they recognize in depth to foreign students. Not many studies have been done, especially if there are differences in perception between students at national and private universities, research on the intent of recommending is insufficient. This study surveyed 324 Chinese students from May 1, 2018. Research shows that there is a significant difference in importance and satisfaction of the quality of education services, according to the university type. In addition, there are significant differences in reliability factors in the quality of education services. There were also three factors that contributed to the satisfaction of the quality of education services: type, reliability and empathy. Finally, based on the results of the study, universities should try to maintain the tangible, reliable, and empathetic relationship of the quality of education services in order to increase the recommendation.

축제도시 핵심지표가 경제 및 도시개발효과에 미치는 영향

The objective of this study is to verify the differences in importance of core index for domestic festival cities and foreign festival cities by withdrawing the core index from case studies for both types of cities, and to verify the effect of the core index on economic and city development. The statistical significance of questionnaire survey data for 272 experts was verified by using the SPSS 20.0 statistical program. The following conclusions were drawn on the basis of the analysis results. First, seven factors for success of the festival city were drawn via factor analysis: sponsorship and operational support, interest and infra, physical environment, festival budget, expertise and operational plan, expert promotion, and festival hall possession. Second, there was a significant difference in importance between domestic festival experts and foreign festival experts for several factors. Third, there was a difference in the core index affecting the economic and city development between domestic festival experts and foreign festival experts for several factors.

간호·간병통합서비스의 간호업무 인식, 수행도, 중요도에 대한 조사연구

2016년부터 전국적으로 확대되고 있는 간호 간병통합서비스 인식과 제공되는 간호업무에 대한 수행도와 중요도를 파악하고자하는 서술적 조사 연구이다. 연구대상자는 임상실습을 경험한 간호학생과 간호사들이며, 간호 간병통합서비스에 대한 인식과 114개 업무분류, 235문항으로 구성되어있는 구조화된 설문지를 이용하였다. 연구 결과로 연구대상자의 간호 간병통합서비스에 대한 인식정도는 '알고 있다'가 가장 높았고, 간호 간병통합서비스 도입 시 간호의 질과 업무의 양과 간호사 책임정도는 증가하는 것으로 나타났으며, 수행도는 '환자 간호 관리 및 정보관리', '투약 및 수혈' 등의 순이었으며, 중요도는 '투약 및 수혈'이 가장 높았다. 본 연구를 통해 간호 간병통합서비스사업의 확대 실시의 필요성은 인식하고 있으나, 간호업무의 양적 확대와 책임에 대한 부담을 높게 인식하고 있으며, 직접 간호시간의 확대가 예상되므로 앞으로 간호 간병통합서비스의 효과적인 간호업무 관리에 대한 논의가 필요할 것이다. The purpose of this study was to identify a survey on total care services, to verify the perception, performance and importance of nursing practices between nursing students and nurses. The sample of the study were 93 nursing students and 38 nurses, A structured questionnaire used in this study composed of 235 items. The collected data were analyzed using the SPSS WIN 20.0 to calculate frequencies, percentage, mean, standard deviation and t-test. The Major findings of this study were as follows: The amount and responsibility of nursing practices in total service showed that 'very much increase'was the most. There were statistically significant differences in performance of total care service by nutritional care and elimination care. There were statistically significant differences in importance of total care service by respiratory Care.

Healthy food choice: Survey results from Iranian consumers toward antibiotic‐free chicken

AbstractDemand for healthy food is increasing in Iran. Although demand for these foods has increased, the real benefits and purchasing patterns are not known. The purpose of this study is to identify factors affecting consumer choice behavior toward antibiotic‐free chicken, and examines whether there are significant differences in importance of these factors between consumers with different outlooks. Logistic regression, chi‐square, and Friedman test were applied to assess collected data by a questionnaire survey. The results indicated that perception, awareness, motivation, social factors, and lifestyle had significant influence on the choice of antibiotic‐free chicken and demographic factors had no influence on it. Among effective factors, perception, and motivation have the most and least effect on choice of antibiotic‐free chicken, respectively.Practical applicationsThese results are relevant to sensory scientists and healthy foods producers, especially antibiotic‐free chicken producers are interested to know how different factors will be able to impact on consumers' choice behavior. There is less information in the literature about consumer choice behavior toward antibiotic‐free chicken in Iran and another country. A better understanding of consumer choice behavior can be beneficial to develop this kind of product, and help poultry industry activists to encourage consumer to buy healthy products. The study showed that consumers' perception including high quality, appropriate packaging, cleanness of store, and credible brand are the most influential factors on consumer choice behavior. The researchers' findings might suggest the importance of social factors and raise of awareness as another important factors through consumers approach.

Residency program director’s perception of PGY-1 applicants: Results of the National 35½ Second Survey

PurposeThe purpose of this investigation was to evaluate perceived importance of common applicant characteristics in addition to the type of pharmacy education (traditional versus accelerated) by residency directors when evaluating residency candidates. MethodsA seven-question survey was administered to a convenience sample of residency program directors (RPDs). Directors were asked to evaluate seven residency applicant variables by order of importance in the selection process. Location of residency and type of institution were also collected. ResultsThe survey was distributed to 660 residency directors of American Society of Health-System Pharmacist (ASHP) accredited PGY-1 residency programs. A total of 335 (52%) completed the survey. Overall, 49 of the 50 states responded. When limiting the analysis to two types of institutions, there were significant differences in importance placed on maturity between health care system and university hospital Residency Directors (p = 0.047). The perceptions of community hospital and VA/military residency directors significantly differed in the importance they place on accelerated three-year programs (p = 0.029) and age (p = 0.04). University Hospital Directors also differed from the VA/military residency directors in terms of the importance placed on an accelerated three-year program (p = 0.041). ConclusionThe most important metrics when selecting a residency candidate include maturity, letters of reference, attainment of a prior degree, and status of licensure. Although the importance placed on type of education was largely neutral or unimportant, there are perceived differences between types of residency programs.

Cross-cultural Differences in Women's Sexuality and Their Perception and Impact of Premature Ejaculation

To assess the cross-cultural differences in women's perception of premature ejaculation (PE). A total of 1463 sexually active women from 3 different countries—Mexico, South Korea, and Italy—reporting being or having been in a relationship with a man who suffers from PE were included in the study. A mix of self-constructed questions and questions taken from validated instruments were used, including the Female Sexual Function Index, the Female Sexual Distress Scale, and the Relationship Assessment Scale. Significant differences in importance of ejaculatory control and the degree of distress caused by PE were detected between the 3 countries (P < .001 for both). Lack of control was the most commonly reported reason for distress for Mexico, short latency for Italy, and lack of control for South Korea. Mexico reported the highest rates of previous relationship breakups due to PE (28.9%), whereas Italian women reported the lowest relationship satisfaction and South Korean women the highest. It is important to get a better understanding of which sexual issues are important for individuals across different cultures, and whether the same aspects of the problem are considered distressing. This can have implications on nosology, on types of treatments offered, and hence, the likelihood of their efficiency when a couple's sexual perspective is carefully considered.

Regional differences of consumer preferences when shopping for regional products

This paper presents partial results of a research on consumer preferences when shopping for groceries. It is focused on regional products and consumer preferences in relation to the country of origin of food products. The main objective of this paper is to find the existence of spatial relationships between spatial deployment of regional products and consumer preferences for regional products. It will be necessary to create a data model for monitoring the deployment of regional products and also a data model for tracking important indicators of consumer behavior in all regions of the Czech Republic. The results are based on questionnaire survey that was conducted within the period from October 2010 to January 2011 on a sample of 3767 respondents from the Czech Republic, via both online questionnaires and their printed version. For the data collection the questionnaire system ReLa, developed by the Department of Marketing and Trade at Faculty of Business and Economics at Mendel University in Brno, was used. Data was processed with statistical software STATISTICA (ver. 10). Spatial visualisation was processed with GIS software ArcGIS (ver. 10.1). Preferences for food of Czech origin were analysed in relation to identification criteria. The research results show that the origin of food has an important role in consumer purchase decision-making. There is no significant difference in importance of this factor based on gender of consumers, however, we could prove moderate dependence on respondent’s occupation, education and age. We could also experience regional differences in levels of preferences of local products or products of Czech origin in regard of 14 regions of the Czech Republic. χ2 (N = 3767) = 245.25; p &lt; 0.001. Value of Pearson’s coefficient of contingency is 0.334.

Evaluación de la calidad de vida de adultos con discapacidad intelectual institucionalizados en Chile

This study analyzes the quality of life for a sample of 285 institutionalized adults with intellectual disabilities. Quality of life, as assessed by professionals, is conceptualized according to the eight domains model from Schalock and Verdugo. The study also offers evidence of the adequacy (reliability and validity) of the Cross-cultural Measure of Quality of Life Indicators for use with this population. The results revealed significant differences in importance and use of the different dimensions of quality of life, and evaluation ratings of quality of life, based on the degree of disability of the participants. Length of institutionalization significantly impacted on ratings of importance of the different domains of quality of life. Discussion on further research on perceptions of service providers concerning the quality of life of its users and the impact of institutionalization is included.

Selection of Six Sigma key ingredients (KIs) in Korean companies

PurposeThe purpose of this paper is to determine the key ingredients of Six Sigma in order to grasp and understand its essential characteristics and then identify suitable ingredients and complements in consideration of vision, strategies, capability, and circumstance of a company.Design/methodology/approachThe study outlines the range of research in Korean enterprises, suppliers, and SMEs. Potential ingredients collected from previous studies about critical success factors, ingredients of Six Sigma and TQM, and criteria of quality awards (Malcolm Baldrige National Quality Award (MBNQA), European Foundation for Quality Management (EFQM) Award, Deming Prize, Korean National Quality Award) are classified into 11 categories based on Six Sigma expert opinions and affinity analysis. Also, questionnaires are surveyed from champions, master black belts and black belts in 90 Korean companies that have more than three years of experience in implementing Six Sigma. Statistical analysis with factor analysis and hypothesis testing has been done to select the key ingredients and to find the differences among the diverse types of companies.FindingsBy using factor analysis, three main factors are derived for each category respectively, and consequently 30 factors in 11 categories are concluded as the key ingredients of Six Sigma in Korean companies. There is a significant difference in importance of Six Sigma key ingredients according to company size, business type, and implementation phase.Research limitations/implicationsA study may be conducted to identify Six Sigma success factors according to corporate characteristics from key ingredients identified in this study in future.Originality:/valueThe paper investigates the key ingredients of Six Sigma based on a survey of diverse sizes, industries, and implementation phases of Korean companies. Compared with other studies conducted by empirical methods, the survey data are statistically analysed and the evaluation results are represented as quantitative indicators.

Study of Clothing Purchase Behavior and Fit of Middle and Elderly Women

The purpose of this study is to find strategic methods of quality management for customer satisfaction when developing clothing for middle and elderly women. For this study was middle and elderly women who were living in Seoul and Kyonggi-do. SPSS 11.5 statistical program was used for data analysis and to conduct factor analysis, reliability verification, paired-sample t-test, frequency analysis and percentage. The result were as follows; First, middle and elderly women's behavioral characteristic in purchasing clothing, the average price of formal suit was 700 thousand won and the time for purchasing was less than 3 months. They tended to purchase mostly by themselves on their own, and they purchase their own formal suit. Second, The body parts that influence the fit the most are in the order of waist circumference, shoulder width, chest circumference. Third, Regarding the difference of importance and satisfaction on the fit by body part that the middle and elderly women by body part, there was no significant different in neck circumference and shoulder swerve. Overweighing middle and elderly women showed difference in importance and satisfaction on all body parts. Underweighing middle-aged to aged women showed a significant difference in importance and satisfaction in the order of circumference of hips. Fourth, middle-aged women in 50s showed higher importance than satisfaction in the order of waist circumference, and elderly women in 60s should higher importance than satisfaction in rise length, jacket length. Aged women in 70s and above should significant difference only in the height of collar.

Effects of Plant Growth Promoting Bacterium on Yield Components of Tomato

This study was conducted to determine the effects of growth promoting bacterium on yield and yield components of tomato (Lycopersicon lycopersicum L.). Different strains of bacteria, 52/1-E43, 21/3F, 17/3N, E43 F, 637 Ca, MFDCa1, 52/1, 21/3+637Ca, 52/1 were used. Tulin F1 tomato cultivar was used as plant material. In result, there were significant important differences in terms of yield/h, plant length, between nod lengths, average fruit weight, pH and root stem diameter in among the applications. However, there were no important differences in regardless of fruit length, fruit number per plant, fruit diameter, total soluble solid content (TSS) and fruit firmness based on the applications. Yield per hectare changed from 74,099 kg/ha to 46,034 kg/ha and the best results were taken from 21/3F, 52/1 and 21/3+637 Ca applications, respectively. Plant length was determined between 212.2 cm and 197.5 cm and the effective results were reported in 21/3+637 Ca, 52/1 Zeatin, 17/3N and control, respectively. Between plant internodes lengths ranged from 8.9 cm to 8.0 cm. Average fruit weight was determined as 183.0 g and 131.5 and the highest value was found in 17/3N application. pH changed between 4.43 and 4.00 and the best results were reported in 53/1 Zeatin and control, respectively. Root collar diameter was found between 19.69 and 15.91 mm, and the highest value was determined in 21/3+637 Ca application. As a result, different Plant Growth Promoting Bacterium (PGPB) applications have different effects on yield and yield components. Especially 21/3F, 21/3+637 Ca and 17/3N applications had positive effect on yield and yield components, respectively.

Important Characteristics In An MBA Program: The Perceptions Of Online MBA Students

This study examines characteristics important to online MBA students and alumni. The study looks at what characteristics are important in an online MBA Program and if the level of importance of these characteristics varies by demographic variables. The study focuses on availability, program quality, program length, cost, and courses in the curriculum. The results suggest that the importance of characteristics in a MBA program falls into three tiers. The most important characteristic is availability. The next tier of importance is quality, program length, and cost. There is no significant difference in importance among these three characteristics, but they are all significantly lower in importance than availability. The final characteristic is courses as this is rated significantly lower than the other characteristics in terms of importance. The research also examined if there were differences in importance characteristics by gender, age, years’ work experience and income and found while the basic order rankings were very similar across the different demographic variables, there were a few differences among demographic groups. Women rated as quality, length, and courses at a higher level of importance than men did. Finally, those with more years work experience rated availability at a significantly higher level of importance than those with fewer years work experience.

청바지 소비자의 상표전환동기에 관한 연구

The purpose of the study was to investigate differences in: 1) importance of buying motives including external stimuli and sales promotional stimuli among groups according to levels of diversity orientation; 2) importance of buying motives including external stimuli and sales promotional stimuli among their subordinate factors. Questionnaires were distributed 340 women who aged between 20 and 30. A sample of 317 women responded to the questionnaire. Using SPSS/PC version 12.0, factor analysis reliability analysis, Analysis of Variance (ANOVA), and Repeated measure ANOVA were used for the data analysis. As results, there were significant differences in importance of buying motives including external stimuli and sales promotional stimuli among groups according to levels of diversity orientation. Also, there were significant differences in importance of external stimuli and sales promotional stimuli among their subordinate factors.