Business Analytics Report on Customer Loyalty and Brand Equity Score

BUSINESS ANALYTICS REPORT
Introduction
A market research company named Ariel conducted a survey using 1500 random Canadians
customers. The customers responded to different questions based on different brands of products.
The data is imported to SPSS from excel software. The variables are then well defined and
assigned appropriate variable labels, values labels and scaling indications. The aim of conducting
this research is to analyze and adequately answer the given questions.
To compare the five main variables
This was achieved by conducting a thorough descriptive statistic and the results are presented in
the table below. Using analyze, descriptive statistics, descriptive to summarize metric variables.
Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
familiarity of the product 1499 1 10 7.14 2.957
perceived uniqueness of the
product
1494 1 10 6.31 2.753
relevancy of the product 1494 1 10 5.89 2.922
customer loyalty to product 1500 1 10 5.79 3.020
popularity of the product 1492 1 10 7.30 2.703
Valid N (listwise) 1485
Table 1
Using descriptive statistics, we have analyzed and summarized metric variables. This method
indicates the familiarity of the product mean of 1499 Canadian customer’s respondents, which
are 7.14. The perceived uniqueness of the product varies from 1to 10, the relevancy of the
product also varies from 1 to 10. The mean of customer loyalty to product is 5.79 and the
popularity of the product mean is 7.30.
To test whether the average scores of loyalty is same across brands at 5% level of
significance-independent samples

Group Statistics
brand N Mean Std. Deviation Std. Error Mean
customer loyalty to product Brand 1 283 5.80 2.767 .164
Brand 2 291 5.59 3.030 .178
Independent Samples Tes
Levene's Test for Equality of Variances
F Sig. t df
customer loyalty to product Equal variances assumed 7.144 .008 .871
Equal variances not assumed .872 569
Table 2a
The table 2a illustrates that the customer loyalty to product are relatively close for brand 1 and brand 2. We can see that the group
means are statistically not significant different because the value in the “sig. (2-tailed)” row is greater than 0.05.
Group Statistics
brand N Mean Std. Deviation Std. Error Mean
customer loyalty to product Brand 3 316 5.30 3.147 .177
Brand 4 308 6.81 2.758 .157
Independent Samples T
Levene's Test for Equality of Variances
F Sig. t df
customer loyalty to product Equal variances assumed 10.888 .001 -6.358
Equal variances not assumed -6.369 615
Table 2b

The table 2b illustrates that the customer loyalty to product to differ a bit for brand 3 and brand
4. We observe that the group means are statistically significant different due to the p-value being
less than 0.05.
Group Statistics
brand N Mean Std. Deviation Std. Error Mean
customer loyalty to product Brand 1 283 5.80 2.767 .164
Brand 4 308 6.81 2.758 .157
Independent Samples T
Levene's Test for Equality of Variances
F Sig. t df
customer loyalty to product Equal variances assumed .073 .787 -4.424
Equal variances not assumed -4.423 584
Table 2c
The table 2c describes that the customer loyalty to product are relatively not close for brand 1
and brand 4. Therefore the group means are statistically significant difference because the p-
value is less than 0.05.
Group Statistics
brand N Mean Std. Deviation Std. Error Mean
customer loyalty to product Brand 2 291 5.59 3.030 .178
Brand 4 308 6.81 2.758 .157
Independent Samples T
Levene's Test for Equality of Variances