Factors Affecting Sales Volume of Products - Desklib

This report outlines the findings and recommendations on the factors that affect the sales of products produced by a company, based on the case study of Hubbard Foods Limited. Factors like product type, product price and city where the product is sold have been assessed and description made on the influence of these factors on sales of the product.

FACTORS AFFECTING SALES
VOLUME OF PRODUCTS

EXECUTIVE SUMMARY
This report outlines the findings and recommendations on the factors that affect the sales of
products produced by a company, based on the case study of Hubbard Foods Limited. Findings
and recommendations were laid down based on six leading research questions. The objective of
this study is to assess the factors that affect the sales volume of the products produced by a
company.
Factors like product type, product price and city where the product is sold have been assessed
and description made on the influence of these factors on sales of the product. In addition to this,
effect of consumer attributes and preferences on product sales have also been discussed.
This study was conducted using the case study method in the form of descriptive research,
involving both primary and secondary sources of data. Primary data were obtained by conducting
an online survey.
Based on the findings of the research, recommendations were made on what companies should
do to improve their product sales some of which are;
The company should conduct market research on product preference and consumer taste in order
to produce goods that will increase their profit margins. Being specific on the products to deal in
will minimize costs of production on a large variety of products. Also, product preference
analysis will ensure that the products supplied to the consumers achieve high sales volume.
Product promotions should be employed in order to achieve sales targets. The company sales
persons should get training on how to sell, approach existing and potential customers and ion
how to enhance their product awareness.

Table of Contents
RESEARCH METHODOLOGY.........................................................................................................................1
RESEARCH DESIGN AND AREA DESCRIPTION...........................................................................................1
Data sources and gathering techniques..................................................................................................1
Data analysis............................................................................................................................................2
RESULTS AND DISCUSSIONS........................................................................................................................3
Demographic characteristics...................................................................................................................3
Factors affecting sales volume of company products..............................................................................4
Gender.................................................................................................................................................4
Product type........................................................................................................................................5
Product price.......................................................................................................................................7
Market location.................................................................................................................................11
Consumer preference........................................................................................................................15
Product promotion (advertising).......................................................................................................16
CONCLUSIONS AND RECOMMENDATIONS................................................................................................17
CONCLUSIONS.......................................................................................................................................17
RECOMMENDATIONS............................................................................................................................18
REFERENCES..............................................................................................................................................19

RESEARCH METHODOLOGY
RESEARCH DESIGN AND AREA DESCRIPTION
This study was conducted in New Zealand. Responses were sought from participants of different
cities in the country on Hubbard Foods limited products. The cities from where responses were
received are Auckland, Wellington, Christchurch, Dunedin, New Plymouth, Nelson and
Hamilton. Hubbard Foods Limited is domiciled in the city of Auckland, the county’s largest city.
Data Sources and Gathering Techniques
For purposes of this research, both primary and secondary sources of data collection were
employed. Primary data was obtained from responses based on an online survey. For collecting
the primary data questionnaires were administered online to voluntary respondents. Questions
contained in the questionnaires were both open-ended and closed-ended. There was one open-
ended question which wanted to find out the respondents’ breakfast preference. Nonetheless, not
only primary data would suffice to answer the research question. Secondary data was also used.
The secondary sources of data were;
 The Hubbard Foods Limited official website (Hubbard Foods Limited, 2018). This
source provided information on Hubbard Foods Limited sales and the different
production lines on the Hubbard Foods Limited production.
 The New Zealand Data Portal (New Zealand Government, 2018). This source provided
information on area description and population characteristics distribution of New
Zealand.
The data collected was both quantitative and qualitative. The research employed two quantitative
techniques for purposes of data collection, analysis and reporting;
1

i) Survey
Survey was used for collecting primary data from respondents. The technique was
conducted in the form of questionnaires issued in an online survey. Questionnaires
were sent to the respondents’ emails in the form of Google forms. Respondents filled
and submitted their responses.
An online survey was the most effective method of data collection from the Hubbard
Foods Limited customers as it allowed respondents to submit responses at their own
comfort. Online surveys are also cost effective contrary to physical data collection.
ii) Quasi experimental technique
The technique was used for comparing the prices, product type, gender, market
location and product promotion with sales of different products of Hubbard Foods
Limited.
Online questionnaires were administered and a total of 1041 Hubbard Foods Limited customers
provided responses for the online survey. An online survey was the most effective method of
data collection from the Hubbard’s Foods Limited customers as it allowed respondents to submit
responses at their own comfort and online surveys are also cost effective contrary to physical
data collection.
Of the 1041 respondents, 30 were randomly sampled and admitted into our study. Only 30 were
sampled for ease of computability and analysis of our data.
Data analysis
The data collected was analyzed using different methods for descriptive statistics (mean,
standard deviation, frequencies and cumulative percentages) and association between variables.
Tools like pie charts, graphs, cross tabulation and percentages were used to report results.
2

Excel and SPSS were used for entry and analysis of data.
RESULTS AND DISCUSSIONS
In this section data was analyzed and presented in a manner to be easily understood. The results
and discussions are presented side by side for simplicity.
Demographic Characteristics
A total of 30 respondents from the online survey were sampled to participate in the study. Of the
30 sampled respondents, 15 of whom were female representing 50% and the other 15 male
representing 50% of the sampled individuals.
Gender
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Female 15 50.0 50.0 50.0
Male 15 50.0 50.0 100.0
Total 30 100.0 100.0
3

In undertaking this study, the factors that were assessed to affect the sales volume of the
company products are looked at below:
Factors Affecting Sales Volume of Company Products
Various existing literature have depicted that sales volume of companies are affected by several
factors. According to (Garry Auld, 2008), factors like product price, market location, marketing
policies and product type affect the sale volumes of a product.
For purposes of this research the factors that affect sales volume of Hubbard Foods limited are
discussed in detail.
Gender
Out of the many aspects that can influence a customer’s decision-making behavior, one of the
major factors is gender. Men and women approach shopping with different motives,
perspectives, rationales, and considerations.
4

There is a decade worth of scientific research on this subject, which shows that there are
observable differences in how men and women behave as shoppers. It’s clear, men and women
think differently about shopping and will approach the act of shopping online in different ways.
This could be attributed to the difference between female and male brains.
Male motives for shopping appear to be more utilitarian, that is they shop for purposes of
fulfilling needs whereas female shopping motives tend to be hedonic, that is they do shopping
because they love it.
According to (Piercy, 2002) being male or female has different effects of product preference and
frequency of purchasing products.
The cross tabulation for gender and frequency of purchasing items per week for our surveyed
respondents is as shown below.
Crosstab
Count
Frequency of purchasing items
Total
1-3 times
per week
3-5 times
per week
5-above
per week
Gender Female 5 5 5 15
Male 6 4 5 15
Total 11 9 10 30
Crosstab
Count
Favourite_hubbards
TotalBran Cereal
Light and
Right Muesli
Outward
bound Porridge
Thank
Goodness
Gluten Free
Gender Female 3 7 1 1 2 1 0 15
Male 3 2 1 2 3 3 1 15
5

Total 6 9 2 3 5 4 1 30
Product Type
According to (Marsha L. Richins, 1992) consumers' shopping efforts vary with respect to type of
product. Consumers tend to be loyal to companies that provide their preferred type of products.
The type of product that a company offers shall determine its market sales as some products tend
to be more liked by consumers compared to others. For purposes of this study we examined 8
breakfast products offered by Hubbard Foods Limited and customers’ likeness for them.
Regarding the type of product that the customers purchase for breakfast from Hubbard Food
Limited, 6 (20%) reported that Bran was their favorite breakfast product from Hubbard, 9 (30%)
reported that they favored Cereal, 2 (6.7%) reported that they liked Light and Right, 3 (10%)
reported a likeness for Muesli, 5 (16.7%) liked Outward bound, 4 (13.3%) liked porridge and
only 1 (3.3%) reported a favoritism for Thank Goodness Gluten free. Therefore, Cereal was the
most favored breakfast product, followed by Bran, followed by Muesli, followed by Outward
bound, followed by Light and Right and the least favored breakfast product was Thank Goodness
Gluten Free. These findings lead us to rejecting the null hypothesis that Hubbard sales are not
affected by product type in favor of the alternative hypothesis that Hubbard sales are affected by
product type.
Favourite_hubbards
6

Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Bran 6 20.0 20.0 20.0
Cereal 9 30.0 30.0 50.0
Light and Right 2 6.7 6.7 56.7
Muesli 3 10.0 10.0 66.7
Outward bound 5 16.7 16.7 83.3
Porridge 4 13.3 13.3 96.7
Thank Goodness
Gluten Free
1 3.3 3.3 100.0
Total 30 100.0 100.0
7

From the findings it can be depicted that majority of the customers purchase Cereal as their
favorite breakfast from Hubbard implying that cereals have a good demand in the market relative
to the other products produced by the company. This agrees with the thoughts of (Wang, 2015)
that product type has an influence on product sales.
From the findings, we can conclude that indeed Hubbard sales are affected by product type.
These findings agree with our alternative hypothesis and we thus reject the null hypothesis that
Hubbard sales are not affected by the types of product sold at Hubbard Foods Limited.
Product Price
Price optimization is one of the key factors to every business operation. A company can raise
prices while improving sales volume at the same time. However, that sounds easy in theory than
it is in practice as many companies utilize simple pricing policies. It is thought that affordable
products tend to have more sales than costly products.
Previous literature suggests that price is the only marketing variable that directly generates
income.
All businesses are established to achieve a certain level of profit to ensure return on investment.
This profit can be obtained only if revenue generated, influenced by selling price of the product
and quantity sold is greater than the cost of production and supply of the product (O.P., 2010).
Of the 30 sampled individuals, 18 representing 60%, reported that the products they purchased
from Hubbard are affordable while 12 representing 40%, reported that the products are costly.
8

These results suggest that product affordability has an influence on sale volumes. This
hypothesis can further be investigated by analyzing the relationship between product
affordability and expenditure allocated to purchase products from Hubbard Foods Limited.
Price
Frequency Percent Valid Percent
Cumulative
Percent
Valid affordable 18 60.0 60.0 60.0
costly 12 40.0 40.0 100.0
Total 30 100.0 100.0
The table and bar graph show the customers’ response on product affordability.
Favourite_hubbards * Price Cross tabulation
Count
Price
TotalAffordable costly
Favourite_hubbards Bran 5 1 6
Cereal 5 4 9
Light and Right 1 1 2
Muesli 2 1 3
Outward bound 2 3 5
Porridge 2 2 4
9

Thank Goodness Gluten Free 1 0 1
Total 18 12 30
For those who had a favoritism towards Bran, 5 of 6 reported that the price was affordable, 5 of 9
for those who liked cereal said that the price was affordable, 1 of 2 of the Light and Right
customers said that price was affordable, 2 of 3 of the Muesli customers reported affordability, 2
of 5 of the Outward bound product reported affordability, 2 of 4 of porridge buyers said that the
product was affordable and the one Thank Goodness Gluten Free customer reported
affordability.
A table on breakfast product affordability and breakfast expenditure is as shown below.
10

Price * Breakfast_expenditure Cross tabulation
Count
Breakfast_expenditure
Total130-150 150-above 50-70 80-120
Price affordable 4 1 9 4 18
costly 1 3 4 4 12
Total 5 4 13 8 30
11

Market Location
A market is a location where people regularly gather for the purchase and sale of provisions.
Market location has a significant influence on firm’s profit margin and success. This might be
due to availability and proximity of raw materials and labor, proximity to customers and
competitors, infrastructure and transportation costs.
The product market location plays a vital role in the sales volume of the product. Products with
their markets in large population set ups shall have high sales volume. In the contrary, set ups
with low population shall have low demand to products hence low sale volumes as argued by
(He, 2013).
Place or location is concerned with various methods of transportation and goods storage, then
making them available to customers. Getting the right product to the right place at the right time
is important in determining market demand for the product.
To that effect, places far away from the location of manufacturing will experience low market
supply as transportation and storage costs tend to be higher than for locations near to the source
of manufacturing.
For the scope of this research, 43.3% of the respondents were from Auckland, Christchurch had
3.3% of the sampled respondents, Dunedin had 13.3%, Hamilton 6.7%, Nelson 3.3%, New
Plymouth16.7% and Wellington had 10% of the sampled respondents. Auckland is the location
where Hubbard Foods Limited is based. The frequencies of product purchase given certain
locations shall be as represented in the cross tabulation that follow;
12

Location
Frequency Percent Valid Percent
Cumulative
Percent
Valid Auckland 13 43.3 43.3 43.3
Christchurch 1 3.3 3.3 46.7
Dunedin 4 13.3 13.3 60.0
Hamilton 2 6.7 6.7 66.7
Nelson 1 3.3 3.3 70.0
New Plymouth 5 16.7 16.7 86.7
Wellington 1 3.3 3.3 90.0
Wellingtone 3 10.0 10.0 100.0
Total 30 100.0 100.0
Location * Frequency Crosstabulation
13

Count
Frequency
Total1-3 times 3-5 times 5-above
Location Auckland 5 3 5 13
Christchurch 1 0 0 1
Dunedin 1 2 1 4
Hamilton 1 0 1 2
Nelson 0 0 1 1
New
Plymouth
2 1 2 5
Wellington 1 0 0 1
Wellingtone 0 3 0 3
Total 11 9 10 30
14

The frequencies for which participants responded to be purchasing products from Hubbard foods
Limited differed from one city to another. Auckland had 5 respondents who purchased items
items from Hubbard Food Limited 1-3 times,3 who purchased 3-5 times and 5 who purchased 5-
above times per week, being the city that had the highest number of respondents. These
frequencies are as depicted on the above cross-table.
These results agree with the alternative hypothesis that Hubbard sales are affected with market
locations and we therefore reject the null hypothesis that sales are not affected by market
location.
15

Consumer Preference
Consumer product preference refers to the consumers’ likeness or taste to some certain products.
Consumer preferences are contingent to on the level of consumer ethnocentrism and preferences
for different product categories from specific regional clusters (Slottje, 2009). The underlying
foundation of demand, therefore, is a model of how consumers behave. The individual consumer
has a set of preferences and values whose determination are outside the realm of economics.
They are no doubt dependent upon culture, education, and individual tastes, among a plethora of
other factors. The measure of these values in this model for a particular good is in terms of the
real opportunity cost to the consumer who purchases and consumes the good. If an individual
purchases a particular good, then the opportunity cost of that purchase is the forgone goods the
consumer could have bought instead.
Favourite_breakfast * Favourite_hubbards Crosstabulation
Count
Favourite_hubbards T
Bran Cereal
Light and
Right
Muesl
i
Outward
bound
Porridg
e
Thank
Goodness
Gluten Free
Favourite_b
reakfast
Bran 6 0 0 0 0 0 0 6
Cereal 0 9 0 0 0 0 0 9
16

Light and Right 0 0 2 0 0 0 0 2
Muesli 0 0 0 3 0 0 0 3
Outward bound 0 0 0 0 5 0 0 5
Porridge 0 0 0 0 0 4 0 4
Thank Goodness
Gluten Free
0 0 0 0 0 0 1 1
Total 6 9 2 3 5 4 1 3
The findings suggest that the respondents’ favourite breakfast was being supplied by Hubbard
Foods limited. Therefore, there are significant variations in consumer responses on their product
preference for breakfast.
It can therefore be concluded that product preference plays a big role in determining company
sales. We reject the null hypothesis that consumer preference does not affect sales in favor of the
alternative hypothesis that consumer preference affects Hubbard Foods Limited sales.
Product Promotion (Advertising)
Promotion has been defined as the coordination of all seller-initiated efforts to set up channels of
information and persuasion to sell goods and services or promote an idea. The purpose of
promotion is to reach the targeted consumers and persuade them to buy.
17

Advertising can be used for promoting industrial products in order to reach inaccessible or
unknown buying quotas. It also creates awareness among consumers and enhance the
effectiveness of sales (Kochkina N., Estimation of the advertising effectiveness, 2009).
However, we were not able to investigate this factor during our research. More research should
therefore be conducted to find out the relationship between product promotion and product sales.
CONCLUSIONS AND RECOMMENDATIONS
CONCLUSIONS
The main objective of this study was to assess the factors influencing product sales volume.
These factors were assessed based on the case study of Hubbard Foods Limited. To achieve this
objective both primary and secondary data were used for analysis. Based on the results from the
research, the following conclusions can be made.
18

According to the findings of this research, product type has a huge influence on sales volume of
products. Consumers have different product preferences. Products which have higher preference
relative to others will have higher sales as consumers would like to consume products from
which they will obtain a return for value.
It has also been highlighted that price plays an integral role towards sales of a company product.
Variations do exist in the sales volume of different products. Consumers will always go for
products from which they will derive satisfaction at least prices possible.
However, goods and services of ostentation are inversely related to price. The lower the price of
these goods and services, the lower the demand. The higher the price for these products and
services, the higher the market demand. Prices can be influenced by factors like cost of
production, transportation and storage costs.
Moreover, market location has a role in determining sales volume of products. Consumers in
some locations will have a high demand for certain products while low demand for others. Long
distances from manufacturing sources increase costs of production which might increase product
prices.
A company that meets consumer product preferences will tend to sell large volumes of its
products. Products that are so popular and meet the consumers’ needs will have high demand in
the market whereas products that are new in the market will take time to convince and become
preferred by consumers. Therefore, new products have low demand in the market leading to low
sales.
Other factors that have been assessed in this study include product promotion through
advertising. Advertising plays an integral part in imparting product knowledge to the consumer.
19

Products which are advertised become popular and therefore improve their sales as argued by
(Kochkina N., Estimation of the advertising effectiveness, 2009).
RECOMMENDATIONS
Based on the study findings and conclusions, the following recommendations shall suffice.
The company should conduct market research on product preference and consumer taste in order
to produce goods that will increase their profit margins. Being specific on the products to deal in
will minimize costs of production on a large variety of products. Also, product preference
analysis will ensure that the products supplied to the consumers achieve high sales volume.
Product promotions should be employed in order to achieve sales targets. The company sales
persons should get training on how to sell, approach existing and potential customers and on how
to enhance their product awareness.
The company has to diversify its market in order to expand their market share. New markets
have to be sought in order to have a wide coverage of the population to whom to sell their
products.
REFERENCES
Garry Auld, K. J. (2008). Factors Affecting Small Producer's Local Food Sales. 1.
He, X. W. (2013). Export market location decision and performance. 32.
20

Kochkina N., S. A. (2009). Estimation of the advertising effectiveness. the methods of defining the
customer loyalty, 6.
Kochkina N., S. A. (2009). Estimation of the advertising effectiveness. the methods of defining the
customer loyalty, 6.
Marsha L. Richins, P. H. (1992). How Enduring and Situational Involvement Combine to Create
Involvement Responses. Journal of Consumer Psychology, 11.
O.P., B. (2010). ADAPTATION OF BALL METHOD OF PRICING FOR DETERMINATION OF PRICE ON
PRODUCTS WITH THE USE OF THE SECOND RAW MATERIAL. 4.
Piercy, N. F. (2002). A gender perspective on salesperson organizational citizenship behaviour, sales
manager control strategy and sales unit effectiveness.
Slottje, D. J. (2009). Quantifying Consumer Preferences. 3.
Wang, Z. G. (2015). Book cover Heuristic Production and Sale Policy for a Two-Product-Type
Manufacturing System With Downward Substitution.
Appendix
Table showing survey responses.
21

Gender Location Hubbard_expenditure Breakfast_expenditure Favourite_breakfast Favourite_hubbards Frequency variety Price
Male Wellingtone 140-170 130-150 Outward bound Outward bound 3-5 times Yes affordable
Male Christchurch 50-80 50-70 Bran Bran 1-3 times Yes affordable
Female Auckland 50-80 50-70 Cereal Cereal 1-3 times Yes costly
Male Wellingtone 90-130 50-70 Outward bound Outward bound 3-5 times Yes affordable
male Auckland 90-130 50-70 Thank Goodness Gluten Free Thank Goodness Gluten Free 5-above Yes affordable
Female Dunedin 140-170 80-120 Light and Right Light and Right 3-5 times No costly
Female New Plymouth140-170 50-70 Muesli Muesli 1-3 times No affordable
Female Nelson 50-80 50-70 Outward bound Outward bound 5-above Yes costly
Male Wellington 140-170 150-above Porridge Porridge 1-3 times No costly
Female Auckland 90-130 80-120 Porridge Porridge 5-above No costly
Female Auckland 50-80 50-70 Bran Bran 1-3 times Yes affordable
Male Auckland 90-130 80-120 Bran Bran 3-5 times Yes affordable
Male Hamilton 140-170 130-150 Outward bound Outward bound 5-above Yes affordable
Female Auckland 140-170 80-120 Cereal Cereal 5-above No affordable
Female Auckland 90-130 80-120 Cereal Cereal 1-3 times Yes costly
Male New Plymouth140-170 150-above Muesli Muesli 5-above No affordable
Female Dunedin 90-130 130-150 Light and Right Light and Right 5-above Yes affordable
Female Auckland 90-130 50-70 Thank Goodness Gluten Free Thank Goodness Gluten Free 3-5 times Yes costly
Male New Plymouth50-80 130-150 Thank Goodness Gluten Free Thank Goodness Gluten Free 1-3 times No affordable
Male Dunedin 90-130 150-above Cereal Cereal 1-3 times No costly
Male Auckland 140-170 50-70 Muesli Muesli 3-5 times Yes costly
Male Auckland 140-170 150-above Porridge Porridge 5-above Yes costly
Female New Plymouth50-80 50-70 Light and Right Light and Right 3-5 times No affordable
Male Auckland 90-130 50-70 Light and Right Light and Right 5-above Yes affordable
Female New Plymouth50-80 80-120 Bran Bran 5-above No affordable
Male Auckland 90-130 130-150 Outward bound Outward bound 1-3 times Yes costly
Female Auckland 90-130 80-120 Porridge Porridge 1-3 times Yes affordable
Female Dunedin 140-170 50-70 Muesli Muesli 3-5 times Yes affordable
Female Wellingtone 50-80 80-120 Thank Goodness Gluten Free Thank Goodness Gluten Free 3-5 times No costly
male Hamilton 90-130 50-70 Porridge Porridge 1-3 times Yes affordable
Gender
Frequency Percent Valid Percent
Cumulative
Percent
Valid Female 15 50.0 50.0 50.0
Male 15 50.0 50.0 100.0
Total 30 100.0 100.0
Hubbard_expenditure
Frequency Percent Valid Percent
Cumulative
Percent
Valid 140-170 10 33.3 33.3 33.3
50-80 8 26.7 26.7 60.0
90-130 12 40.0 40.0 100.0
Total 30 100.0 100.0
Breakfast_expenditure
22

Frequency Percent Valid Percent
Cumulative
Percent
Valid 130-150 5 16.7 16.7 16.7
150-above 4 13.3 13.3 30.0
50-70 13 43.3 43.3 73.3
80-120 8 26.7 26.7 100.0
Total 30 100.0 100.0
Favourite_breakfast
Frequency Percent Valid Percent
Cumulative
Percent
Valid Bran 4 13.3 13.3 13.3
Cereal 4 13.3 13.3 26.7
Light and Right 4 13.3 13.3 40.0
Muesli 4 13.3 13.3 53.3
Outward bound 5 16.7 16.7 70.0
Porridge 5 16.7 16.7 86.7
Thank Goodness Gluten
Free 4 13.3 13.3 100.0
Total 30 100.0 100.0
Location
Frequency Percent Valid Percent
Cumulative
Percent
Valid Auckland 13 43.3 43.3 43.3
Christchurch 1 3.3 3.3 46.7
Dunedin 4 13.3 13.3 60.0
Hamilton 2 6.7 6.7 66.7
Nelson 1 3.3 3.3 70.0
New Plymouth 5 16.7 16.7 86.7
Wellington 1 3.3 3.3 90.0
Wellingtone 3 10.0 10.0 100.0
Total 30 100.0 100.0
23

Frequency
Frequency Percent Valid Percent
Cumulative
Percent
Valid 1-3 times 11 36.7 36.7 36.7
3-5 times 9 30.0 30.0 66.7
5-above 10 33.3 33.3 100.0
Total 30 100.0 100.0
variety
Frequency Percent Valid Percent
Cumulative
Percent
Valid No 11 36.7 36.7 36.7
Yes 19 63.3 63.3 100.0
Total 30 100.0 100.0
Crosstab
Count
Frequency
Total1-3 times 3-5 times 5-above
24

Gender Female 5 5 5 15
Male 6 4 5 15
Total 11 9 10 30
Crosstab
Count
Favourite_hubbards
TotalBran Cereal
Light and
Right Muesli
Outward
bound Porridge
Thank
Goodness
Gluten Free
Gender Female 3 7 1 1 2 1 0 15
Male 3 2 1 2 3 3 1 15
Total 6 9 2 3 5 4 1 30
Favourite_hubbards
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Bran 6 20.0 20.0 20.0
Cereal 9 30.0 30.0 50.0
Light and Right 2 6.7 6.7 56.7
Muesli 3 10.0 10.0 66.7
Outward bound 5 16.7 16.7 83.3
Porridge 4 13.3 13.3 96.7
Thank Goodness
Gluten Free
1 3.3 3.3 100.0
Total 30 100.0 100.0
25

Price
Frequency Percent Valid Percent
Cumulative
Percent
Valid affordable 18 60.0 60.0 60.0
costly 12 40.0 40.0 100.0
Total 30 100.0 100.0
Favourite_hubbards * Price Cross tabulation
Count
Price
Totalaffordable costly
26

Favourite_hubbards Bran 5 1 6
Cereal 5 4 9
Light and Right 1 1 2
Muesli 2 1 3
Outward bound 2 3 5
Porridge 2 2 4
Thank Goodness Gluten Free 1 0 1
Total 18 12 30
Price * Breakfast_expenditure Cross tabulation
Count
Breakfast_expenditure
Total130-150 150-above 50-70 80-120
27

Price affordable 4 1 9 4 18
costly 1 3 4 4 12
Total 5 4 13 8 30
Location
Frequency Percent Valid Percent
Cumulative
Percent
Valid Auckland 13 43.3 43.3 43.3
Christchurch 1 3.3 3.3 46.7
Dunedin 4 13.3 13.3 60.0
28

Hamilton 2 6.7 6.7 66.7
Nelson 1 3.3 3.3 70.0
New Plymouth 5 16.7 16.7 86.7
Wellington 1 3.3 3.3 90.0
Wellingtone 3 10.0 10.0 100.0
Total 30 100.0 100.0
Location * Frequency Crosstabulation
Count
Frequency
Total1-3 times 3-5 times 5-above
Location Auckland 5 3 5 13
Christchurch 1 0 0 1
Dunedin 1 2 1 4
29

Hamilton 1 0 1 2
Nelson 0 0 1 1
New
Plymouth
2 1 2 5
Wellington 1 0 0 1
Wellingtone 0 3 0 3
Total 11 9 10 30
30

Favourite_breakfast * Favourite_hubbards Crosstabulation
Count
Favourite_hubbards T
Bran Cereal
Light and
Right
Muesl
i
Outward
bound
Porridg
e
Thank
Goodness
Gluten Free
Favourite_b
reakfast
Bran 6 0 0 0 0 0 0 6
Cereal 0 9 0 0 0 0 0 9
Light and Right 0 0 2 0 0 0 0 2
Muesli 0 0 0 3 0 0 0 3
Outward bound 0 0 0 0 5 0 0 5
Porridge 0 0 0 0 0 4 0 4
Thank Goodness
Gluten Free
0 0 0 0 0 0 1 1
Total 6 9 2 3 5 4 1 3
31