Data Analysis - SPSS Tools
Added on 2020-01-07
32 Pages7199 Words370 Views
SPSS ANALYSIS
TABLE OF CONTENTSINTRODUCTION.......................................................................................................................................................................................3Data analysis................................................................................................................................................................................................3Reliability factor......................................................................................................................................................................................31 Investigating the relationship between brand loyalty and attitude towards Corporate Social Responsibility Initiatives (such as,Fairtade) in low involvement product category.......................................................................................................................................42 Investigating the relationship between brand loyalty and attitude towards Corporate Social Responsibility Initiatives (such as,Fairtade) in high involvement product category......................................................................................................................................73 Investigating the relationship between purchase intention and attitude towards Corporate Social Responsibility Initiatives (such as,Fairtade) in low involvement product category.....................................................................................................................................114 Investigating the relationship between purchase intention and attitude towards Corporate Social Responsibility Initiatives (such as,Fairtade) in high involvement product category....................................................................................................................................145 Investigation of the relationship between brand loyalty and product involvement in Fairtrade........................................................18CONCLUSION..........................................................................................................................................................................................22REFERENCES..........................................................................................................................................................................................23APPENDIX................................................................................................................................................................................................28
INTRODUCTIONData analysis may be defined as a process which in turn helps in discovering useful information. In this, reseracher, inspects,transforms and evaluate data set by taking into consideration several tools and techniques according to the type and nature of study.Moreover, thematic perception technique is undertaken by scholar for evaluating and dreiving outcome from qualitative data set. Onthe other side, researcher makes use of SPSS tool for analyzing the numeric facts and figures. İn this, selection of data analysistechnique is highly influenced from the type of study or incvestigation undertaken by the scholar. In the present study, SPSS toolshave been applied by the scholar to present fair view and solution of study (Lange and et.al., 2015). Hence, regression and correlationtool has been applied by the researcher with the aim to assess the relationship takes place between brand loyalty and attitude ofcustomers in relation to both high as well as low involvement product. Further, researcher has also determined the relationship whichexist between purchase intention and attitude of customers related to fair trade in the product category of high and low involvement.Hence, by applying the regression tool dependency of one variable on another has been assessed by scholar (Holzinger, Searle andWernbacher, 2011). Further, through the means of coreelation tool researcher has also identified the extent to which one variable isrelated with another. Data analysisReliability factorReliability StatisticsCronbach'sAlphaCronbach'sAlpha Based onStandardizedItemsN of Items.907.90630
By taking into consideration the value of alpha such as .90 it can be said that high level of internal consistency takes place in thequestionnaire.1 Investigating the relationship between brand loyalty and attitude towards Corporate Social Responsibility Initiatives (such as,Fairtade) in low involvement product categoryModel SummaryModelRR SquareAdjusted RSquareStd. Error of theEstimate1.511a.261.2421.12450a. Predictors: (Constant), FeelgoodwhenbuyFTPS, FTPSarepoorqualityproducts, LovetobuyFTPandS, BestbuyisFTPS, ValueofmoneyFTPSANOVAaModelSum of SquaresdfMean SquareFSig.1Regression85.026517.00513.448.000bResidual240.2551901.264Total325.281195a. Dependent Variable: FTcoffeeproductsarefirstchoicewhenbuysimilarproductsb. Predictors: (Constant), FeelgoodwhenbuyFTPS, FTPSarepoorqualityproducts, LovetobuyFTPandS, BestbuyisFTPS, ValueofmoneyFTPSCoefficientsa
ModelUnstandardized CoefficientsStandardizedCoefficientstSig.BStd. ErrorBeta1(Constant).383.2761.388.167LovetobuyFTPandS.249.091.2302.722.007BestbuyisFTPS.129.093.1221.386.167FTPSarepoorqualityproducts.150.072.1302.074.039ValueofmoneyFTPS.061.102.058.603.547FeelgoodwhenbuyFTPS.169.104.1571.633.104a. Dependent Variable: FTcoffeeproductsarefirstchoicewhenbuysimilarproductsInterpretationFrom the above table it has been analyzed that moderate level of relationship takes place between the two variables such asbrand loyalty and customer’s attitude. R and R square of such variables are .51 & .26 respectively. Hence, by considering this, it canbe stated that if changes take place in the attitude of customers then brand loyalty of them will be affected in moderate manner. Inthis, changes in one factor do not have high and major impact on another (Moore, 2015). Further, r square entails that brand loyaltywill increase or decrease by 26% if attitude of customers are getting changed in relation to low involvement product such as coffee. Inaddition to this, level of significance is 0.00 which comes under the standard limit such as 0.05. On the basis if this aspect, it can besaid that alternative hypothesis is accepted (Hattox, 2014). It shows that, significant difference takes place in the mean value of brandloyalty and customer’s attitude. CorrelationsloyaltofairtadecoffeeFTcoffeeproductsarefirstchoicewhenbuysimilarproductsnotbuyotherproductsincoffeewhenFTPSareavailablerecommendFTPStomyfamilyRegularlybuyPTPSincoffee
fairtradeproductfeelmegoodPearson Correlation.347**.401**.378**.275**.291**Sig. (2-tailed).000.000.000.000.000N196196196196196LovetobuyFTPandSPearson Correlation.423**.436**.426**.405**.377**Sig. (2-tailed).000.000.000.000.000N196196196196196BestbuyisFTPSPearson Correlation.458**.408**.349**.333**.396**Sig. (2-tailed).000.000.000.000.000N196196196196196FTPSarepoorqualityproductsPearson Correlation.162*.178*.202**.037.112Sig. (2-tailed).024.012.005.604.119N196196196196196ValueofmoneyFTPSPearson Correlation.447**.395**.440**.396**.452**Sig. (2-tailed).000.000.000.000.000N196196196196196FeelgoodwhenbuyFTPSPearson Correlation.408**.414**.364**.416**.484**Sig. (2-tailed).000.000.000.000.000N196196196196196**. Correlation is significant at the 0.01 level (2-tailed).*. Correlation is significant at the 0.05 level (2-tailed).Output of SPSS entails that feelings and customers choices are correlated with each other from the value of .34. Along withthis, results shows that .40 correlations exists between the variables such as customer choice and feeling aspect of customers whenthey buy low involvement products such as coffee. Along with this, level of correlation such as .42 shows that customers prefer to buyfair trade products when they are available to them (Raj and Tharakan, 2010). Further, .43 correlation entails that individual givesmore preference fair trade products and services rather than others. On the other side, there is low level of relationship exist between
the variables such as choices and poor quality if fair products (Møller Jensen, 2011). Moreover, fair trade products are the one whichare certified from specific quality standards. Hence, by taking into consideration such aspects it can be presented that fair tradeproducts having good quality in comparison to other. From primary data investigation, it has been identified that attitude level of customers have high level of impact on their brandloyalty. In the recent times, customers can said to be loyal when they constantly make use of specific coffee product and services(Schaffer and et.al., 2011). Secondary data investigation presents that products in which customers make less efforts in relation togetting information about it are considered as low involvement food items (Azizi and Javidani, 2010). Thesis prepared fromsecondary data analysis clearly shows that now there are significant changes take place in the attitude of customers in a positivemanner (Burge, 2016). Hence, with the aim to make contribution in the sustainable environment and provide support to the framerscustomers place more emphasis on the purchasing of fair trade coffee products or services (Finisterra do Paço and Raposo, 2010).Moreover, now customers make focus on developing eco-friendly friendly environment which is highly free from pollution relatedactivities. The rationale behind this, pollution of any kind such as water, air etc. has high level of impact on the health aspect of humanbeing or individual (East, 2013). Further, customer awareness also has been increased in now a days in relation to offer better trading conditions to the framers ofcoffee beans. In the past years, due to lack of having better trading options or opportunities farmers are not able to earn enoughamounts (Green and Peloza, 2014). Along with this, offering high level of support to the local community and workers are another themain factors which is considered by individuals at the time of making purchasing decisions. In addition to this, making high level ofinvestment in community building is also the main objectives of people. In this way, attitude has more impact on the aspects of brandloyalty (Hoffman and Fodor, 2010). Moreover, people who prefer to do activities for the well-being of others are encouraged topurchase the products of specific company which make contribution in CSR. 2 Investigating the relationship between brand loyalty and attitude towards Corporate Social Responsibility Initiatives (such as,Fairtade) in high involvement product category
Model SummaryModelRR SquareAdjusted RSquareStd. Error of theEstimate1.287a.082.0581.28599a. Predictors: (Constant), FeelgoodwhenbuyFTPS, FTPSarepoorqualityproducts, LovetobuyFTPandS, BestbuyisFTPS, ValueofmoneyFTPSANOVAaModelSum of SquaresdfMean SquareFSig.1Regression28.17055.6343.407.006bResidual314.2181901.654Total342.388195a. Dependent Variable: fairtradeapprelisfirstchoiceb. Predictors: (Constant), FeelgoodwhenbuyFTPS, FTPSarepoorqualityproducts, LovetobuyFTPandS, BestbuyisFTPS, ValueofmoneyFTPSCoefficientsaModelUnstandardized CoefficientsStandardizedCoefficientstSig.BStd. ErrorBeta1(Constant)1.558.3154.939.000LovetobuyFTPandS.066.105.059.627.531BestbuyisFTPS.050.107.046.470.639FTPSarepoorqualityproducts.148.082.1261.791.075
End of preview
Want to access all the pages? Upload your documents or become a member.
Related Documents
SPSS Statistics Assignmentlg...
|8
|2003
|198
Impact of CSR on Brand Loyalty in Chinese Retail Companieslg...
|12
|1897
|100
Impact of Social Media Marketing on Consumers' Shopping Habits and Loyaltylg...
|7
|1150
|252
Consumer Purchase Intentions for Samsung | Case Studylg...
|2
|609
|20
Report on Purchase Decision making Process of Consumer - M&Slg...
|20
|6083
|28
Brand Management: Strategies, Theories, and Portfolio Managementlg...
|15
|5022
|59