Customer Awareness and Purchase Intention

This assignment examines the relationship between customer awareness of Tesco Lotus's Corporate Social Responsibility (CSR) initiatives and their likelihood to purchase products from the company. It focuses on three specific CSR programs: '365 Volunteer Days,' 'Green bag project,' and environmental care. The analysis utilizes statistical methods, including regression analysis, to determine the significant influence of these programs on customer purchase intention.

SPSS DATA ANALYSIS

TABLE OF CONTENTS
Descriptive statistics....................................................................................................................1
Chroanbach alpha........................................................................................................................3
Hypothesis 1................................................................................................................................4
Hypothesis 2................................................................................................................................4
Hypothesis 3................................................................................................................................5
Hypothesis 4................................................................................................................................7
Hypothesis 5................................................................................................................................8
Hypothesis 6................................................................................................................................8
APPENDIX......................................................................................................................................9
Appendix 1...................................................................................................................................9
Appendix 2.................................................................................................................................11
Appendix 3.................................................................................................................................12
Appendix 4.................................................................................................................................13
Appendix 5.................................................................................................................................15
Appendix 6.................................................................................................................................16
Appendix 7.................................................................................................................................18
Appendix 8.................................................................................................................................20

Descriptive statistics
Descriptive statistics provides useful information to present the characteristics of dataset
used in the study and helps in quantiative analysis. Mean indicates the average value, median
showcase 50% value whereas mode indicates maximum frequency. However, on the other side,
standard deviation and variance are used in order to measure variability and scatter.
Results appended in Appendix 1.
Interpretation
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According to the derived SPSS outcome and looking to the illustrated graphs, it can be
seen that total 122 participants took part in the survey and provided their valuable responses. Out
of these, 61.5% participants were male & rest 38.5% members were female. However, under the
age-group, majority of the people to 82(67.2%) falls in the age group of 26-30 years. However,
14(11.5%) age reported to 20-25 years and 26(21.3%) reported with the age of 31-35 years.
Looking to the participants educational level, majority of the people to 68(55.7%) reported that
they have completed their bachelor degree whereas 47(38.5%) completed post graduation.
Evidencing it from the descripive statistics results founded in SPSS, mean value is reported to
3.43. Descriptive statistical results are clearly indicating that most of respondents are aware
about CSR activities of the business firm. In case of gender mean value is 1.39 which means that
there is almost equal proportion of male and female. In case of age mean value is 3.10 which
means that most of respondents are in age group of 26-30. In case of questions asked in respect
to awareness mean value is in nearby to 3 which reflect that most of respondents are neutral
which means that neighter they agree that they have knowledge of firm CSR not they does not
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about same. Mean value in case of loyalty towards firm, recommendation to friends and intention
to buy product from Tesco Lotus mean value is more then 3.50 on average basis and standard
deviation is also more then 1. All these things reflects that most of respondents are agree with the
fact that they would like to recommend firm name to their friends and will be loyal towards firm.
Awarenes of Tesco Lotus CSR
SPSS findings indicates that average ranking for the ethical and social responsibility of
Tesco Lotus is derived to 3.32 means 3 that demonstrates that maximum number of participants
to 45(36.9%) have responded that they are somewhat agree. It means that they had a little bit
knowledge of Tesco Lotus’s social and ethical responsibilities. However, 42(34.4%) people
provided neutral responsens means they are neither agree or disagree with this. Besides this, for
the awarenss of 365 volunteer days, green bag projects for CO2 reduction and green environment
policies reported mean value of 2.92, 3.13 and 3.27 that showcase that on an average,
participants in the survey provided neutral responses. In contrast, frequency tables reported that
35(28.7%) are somewhat agree with this as they have somewhat knowledge of Tesco Lotus’s
365 Volunteer Days”. On the other hand, 45(36.9%) survey participants are little bit aware of
“Green Bag Project” and 49(40.2%) little bit agreed that Tesco Lotus care environment and take
initiatives to protect environmental integrity.
Brand reputation
Brand reputatition results reported that average value of 3.49 with the total 44(36.1%)
people responded that they somewhat agreed with the statement that Tesco Lotus has fulfilled
their expectation levels and satisfied them. However, product confidentiality and certainly
reported mean of 3.39 whilst honesty fonded average of 3.51 with somewhat agree responses by
45(36.9%) and 41(33.6%) audience. Likewise, participants believed that they can rely on the
Tesco Lotus as in the survey, majority of them to 45(36.9%) somwhat agreed with this.
Chroanbach alpha
It is a statistical measurement of reliability that helps to measure internal consistency. It
facilitates analyst to find out that how closely the given data sets or units are realted as a group.
The coefficient of 0.70 or above this is founded acceptable and considered as a good consistency
for sample.
Results are appended to Appendix 2.
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According to the SPSS results, the Value of Croanbach alpha is 0.927 that is higher than
0.70 which mean that there is higher level of internal consistency for scale in respect to sample
size. It reflects that data set are reliable and consistent also.
Hypothesis 1
H0: Awareness of Tesco Lotus CSR does not have significant effect on customer loyalty
H1. Awareness of Tesco Lotus CSR has significant effect on customer loyalty.
Test statistics: 0.05
Interpretation
In order to identify whether there is any relationship between vaiables customer loyalty
and awareness of CSR three variables are taken into account that are 365 Volunteer Days, Green
Bag Project and Tesco Lotus cares for its green environment. Statistics of table are reflecting that
there is moderate coorelation between customer loyalty and awareness. R value is 0.593 which
reflect that there is medium level of relationship between both variables. It is because, the
correlation coefficient is between the range of +-0.25 to +-0.75 which showcase moderate level
of interrelationship between Tesco Lotus CSR awareness and consumer loyalty. Positive
correlation coefficient states that with the rising awareness among consumers, loyalty also goes
upward or vice-versa. Evidencing it, from the R-square, it can be said that with the change in
awareness level 35% variation can be observed in custoemer loyalty. ANOVA table reflects that
how well the equation of regression fits the prediction of dependent variable, consumer loyalty.
According to the value of level of significence is 0.00<0.05 which is sufficient to assume that
there is significent mean difference between independent and dependent variable and this also
reflect that alternative hypothesis is accepted. It clearly means that considered variables “365
Volunteer Days”, “Green Bag Project” and Tesco Lotus cares for its green environment predicts
the outcome variable, consumer loyalty significantly well.
Besides this, the coefficient table reported beta to 0.289, -0.152 and 0.480 for all the three
variables at a significance value of 0.007, 0.201 and 0.000.
Hypothesis 2
H0: Awareness of Tesco Lotus CSR does not have significant effect on brand trust.
H1: Awareness of Tesco Lotus CSR has significant effect on brand trust.
Interpretation
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According to the derived SPSS results, it can be seen from the table that there is moderate
degree of relationship among variables which are brand trust and awarenss of the people about
firm product. It can be observed from the table that R value is 0.659 which is under the range of
+-0.25 to +-0.75 and R square stands at 0.434 which means that change in awareness level and
brand trust are moderately related to each other. With change in awareness level 43% variation
comes in brand trust. The results demonstrates that with the increase in consumer awareness
towards its environmental protection projects i.e. “365 Volunteer Days”, “Green Bag Project”
and Tesco Lotus cares for its green environment, it significantly leads to build brand trust among
the people. Thus, CSR initiatives to reduce emission of harmful gases in the society, maintain
ecological intgerity and protect people from the environmental damage helps to maximize its
brand loyalty to a great extent.
Looking to the ANOVA table, level of significence value is 0.00<0.05 which means that
with change in awareness level brand trust will change significently. Hence, alternative
hypothesis is accepted. The sig. value reported that all the predictors estimate the dependent
variable, brand trust significantly well because it is less than 0.05, hence, null hypothesis rejected
by accepting alternative one which means that consumer awareness have statistical significant
effect over firm brand reputation.
Hypothesis 3
H0:Customer loyalty does not have significant effect on purchase intentions.
H1: Customer loyalty has significant effect on purchase intentions.
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Interpretation
In the current hypothesis main aim is to identify whether there is significent mean
difference between customer loyalty and purchase intentions. Customer loyalty is the one of the
most important variable that explain a lot about consumer behaviour of people. Customer
loyalty means that individual is sticking to single product even its price increae or any change
happened in its feature. It can be said that customer loyalty is the one of the important factor that
have impact on the purchase intention of an individual. If any customer is loyal towards domestic
products then in that case its purchase intention would be to buy indengeneious products.There is
low coorelation value which is 0.507 which means that due to change in customer loyalty at least
moderate variation will come in the people intention to buy firm product. R square value is 0.257
which meand that 25% variation comes in dependent variable with change in independent
variable. It can be said that facts are revealing that ther is moderate relationship between
customer loyalty and purchase intention. This means that with small change in customer loyalty
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at least moderate variation comes in purchase intentions. Thus, on the basis of these facts it can
be said that customer loyalty have heavy impact on purchase intentions of individuals. Level of
significence is 0.00<0.05 which indicate that there is significent mean difference between
dependent and independent variable. This means that alternative hypotheies is accepted and with
slight change in brand loyalty big variation comes in purchase intention of people. It can be said
that with small deviation in customer loyalty big variation comes in purchase intention of an
individual. Thus, Thai peoople intention to buy foreign products and customer loyalty are
interrelated to each other.
Hypothesis 4
H0: Brand trust does not have significant effect on purchase intentions.
H1: Brand trust has significant effect on purchase intentions.
Charts
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Interpretation
Current hypothesis is related to brand trust and purchase intentions and an attempt is
made to identify whethern there is significent difference between brand trust and purchase
intentions. Brand trust and purchase intentions are closely related to each other. This is because
when an individual have trust towards specific brand then in that case it intend to purchase that
specific brand. This is because one have strong believe that specific brand will prove benefifical
for it. In order to explore relationship between brand trust and purchase intentions regression tool
is applied and it is identified whether there is significent difference between brand trust and
purchase intentions. Facts are revealing that coorelation value is 0.514which means that if one
variable value will change by 10% then other variable value will also change by same
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percentage. R square value is 0.264 which indicate that 26% variation comes in purchase
intention with change brand trust. Facts are clearly revealing that there is moderate relationship
between brand trust and customer loyalty. This means that with small change in level of brand
trust moderate deviation can be observed in purchase intentions. R square value is also clearly
reflecting that in case brand trust change then purchase intention towards Tesco Lotus may
changed significently. Value of level of significence is 0.00<0.05 which means that with slight
deviation in brand trust huge variation comes in individual intention to purchase the product.
Thus, alternative hypothesis is accepted. Means that in case people start making less use of
services of Tesco Lotus then in that case there purchase intention to take Tesco Lotus services in
future time period may reduce.
Hypothesis 5
H0:Awareness of Tesco Lotus CSR does not have significant effect on purchase intentions.
H1: Awareness of Tesco Lotus CSR has significant effect on purchase intentions.
Interpretation
Hypothesis is related to identifying whether there is relationship between awareness level
of people about CSR and purchase intention. Level of significence is 0.00<0.05 which means
that with change in awareness level purchase intention also get changed. It can be said that if
people knowledge level about CSR of Tesco Lotus will change then in that case people purchase
intentions towards Tesco Lotus may changed significently. Fact supported by R and R square
value which are 0.56 and 31%. Facts are revealing that relationship between both variables is
moderate and this means that with change in awareness level about firm CSR activties purchase
intention to buy Tesco Lotus services may change. Thus, alternative hypothesis is accepted and it
can be said that with change in awareness level intention to buy product also changed.
Hypothesis 6
H0:Demographic factors does not have significant effect on awareness of Tesco Lotus CSR.
H1. Demographic factors have significant effect on awareness of Tesco Lotus CSR.
Interpretation
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Value of level of significence is 0.339>0.05 which means that there is no significent
mean difference between demographic factor and awareness of Tesco Lotus CSR.
Interpretation
Hypothesis results are explaining relationship between two variables which are
demographic factors and awareness level of people about Tesco Lotus services. In this regard
independent T test as a tool is applied on data set. Value of level of significence is 0.982>0.05
and this also indicating that with change in demographic factor no big difference come in
awareness level of Tesco Lotus CSR. This means that with change in demographic factor big
variation does not come awareness level of people about CSR of Tesco Lotus. It can be observed
that here income level is taken as demographic factor. Results are indicating that with change in
income level any big variation does not come in the knowledge that people have about firms
CSR activties.
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APPENDIX
Appendix 1
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Gender
Frequency Percent Valid Percent Cumulative
Percent
Valid
Male 75 61.5 61.5 61.5
Female 47 38.5 38.5 100.0
Total 122 100.0 100.0
Appendix 2
Chroanbach alpha
Case Processing Summary
N %
Cases
Valid 122 100.0
Excludeda 0 .0
Total 122 100.0
a. Listwise deletion based on all variables in the
procedure.
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Reliability Statistics
Cronbach's Alpha N of Items
.927 20
Appendix 3
Variables Entered/Removeda
Model Variables Entered Variables
Removed
Method
1
I
am aware that
Tesco Lotus cares
for the green
environment., I
am aware that
Tesco Lotus runs
“365 Volunteer
Days” to help
communities., I am
aware that Tesco
Lotus runs “Green
bag project” to
reduce CO2.b
. Enter
a. Dependent Variable: I would prefer Tesco Lotus even if the
price is slightly higher than the
competitors.
b. All requested variables entered.
Model Summary
Model R R Square Adjusted R Square Std. Error of the
Estimate
1 .593a .352 .335 1.087
a. Predictors: (Constant), I
am aware that Tesco Lotus cares for the green environment., I
am aware that Tesco Lotus runs “365 Volunteer Days” to help communities., I am
aware that Tesco Lotus runs “Green bag project” to reduce CO2.
ANOVAa
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Model Sum of Squares df Mean Square F Sig.
1
Regression 75.633 3 25.211 21.347 .000b
Residual 139.359 118 1.181
Total 214.992 121
a. Dependent Variable: I would prefer Tesco Lotus even if the price is slightly higher than the
competitors.
b. Predictors: (Constant), I
am aware that Tesco Lotus cares for the green environment., I
am aware that Tesco Lotus runs “365 Volunteer Days” to help communities., I am aware that Tesco Lotus runs
“Green bag project” to reduce CO2.
Coefficientsa
Model Unstandardized Coefficients Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) .862 .296 2.917 .004
I
am aware that Tesco Lotus
runs “365 Volunteer Days” to
help communities.
.304 .110 .289 2.750 .007
I am aware that Tesco Lotus
runs “Green bag project” to
reduce CO2.
-.157 .122 -.152 -1.287 .201
I
am aware that Tesco Lotus
cares for the green
environment.
.530 .129 .480 4.105 .000
a. Dependent Variable: I would prefer Tesco Lotus even if the price is slightly higher than the
competitors.
Appendix 4
Variables Entered/Removeda
Model Variables Entered Variables
Removed
Method
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1
I
am aware that
Tesco Lotus cares
for the green
environment., I
am aware that
Tesco Lotus runs
“365 Volunteer
Days” to help
communities., I am
aware that Tesco
Lotus runs “Green
bag project” to
reduce CO2.b
. Enter
a. Dependent Variable: Tesco Lotus gives me confidence and
certainly of the product.
b. All requested variables entered.
Model Summary
Model R R Square Adjusted R Square Std. Error of the
Estimate
1 .659a .434 .420 .811
a. Predictors: (Constant), I
am aware that Tesco Lotus cares for the green environment., I
am aware that Tesco Lotus runs “365 Volunteer Days” to help communities., I am
aware that Tesco Lotus runs “Green bag project” to reduce CO2.
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1
Regression 59.503 3 19.834 30.156 .000b
Residual 77.612 118 .658
Total 137.115 121
a. Dependent Variable: Tesco Lotus gives me confidence and certainly of the product.
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b. Predictors: (Constant), I
am aware that Tesco Lotus cares for the green environment., I
am aware that Tesco Lotus runs “365 Volunteer Days” to help communities., I am aware that Tesco Lotus runs
“Green bag project” to reduce CO2.
Coefficientsa
Model Unstandardized Coefficients Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) 1.443 .221 6.540 .000
I
am aware that Tesco Lotus
runs “365 Volunteer Days” to
help communities.
.238 .082 .284 2.887 .005
I am aware that Tesco Lotus
runs “Green bag project” to
reduce CO2.
-.015 .091 -.019 -.167 .868
I
am aware that Tesco Lotus
cares for the green
environment.
.399 .096 .452 4.137 .000
a. Dependent Variable: Tesco Lotus gives me confidence and certainly of the product.
Appendix 5
Variables Entered/Removeda
Model Variables Entered Variables
Removed
Method
1
I would prefer
Tesco Lotus even
if the price is
slightly higher than
the
competitors.b
. Enter
a. Dependent Variable: The likelihood of purchasing products
from Tesco Lotus is
b. All requested variables entered.
Model Summaryb
Model R R Square Adjusted R Square Std. Error of the
Estimate
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1 .507a .257 .251 .961
a. Predictors: (Constant), I would prefer Tesco Lotus even if the price is slightly
higher than the
competitors.
b. Dependent Variable: The likelihood of purchasing products from Tesco Lotus is
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1
Regression 38.303 1 38.303 41.476 .000b
Residual 110.820 120 .924
Total 149.123 121
a. Dependent Variable: The likelihood of purchasing products from Tesco Lotus is
b. Predictors: (Constant), I would prefer Tesco Lotus even if the price is slightly higher than the
competitors.
Coefficientsa
Model Unstandardized Coefficients Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) 2.483 .215 11.575 .000
I would prefer Tesco Lotus
even if the price is slightly
higher than the
competitors.
.422 .066 .507 6.440 .000
a. Dependent Variable: The likelihood of purchasing products from Tesco Lotus is
Residuals Statisticsa
Minimum Maximum Mean Std. Deviation N
Predicted Value 2.91 4.59 3.75 .563 122
Residual -2.749 2.095 .000 .957 122
Std. Predicted Value -1.494 1.507 .000 1.000 122
Std. Residual -2.861 2.180 .000 .996 122
a. Dependent Variable: The likelihood of purchasing products from Tesco Lotus is
Appendix 6
Variables Entered/Removeda
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Model Variables Entered Variables
Removed
Method
1
How long have you
been a customer
for Tesco Lotus?b
. Enter
a. Dependent Variable: The likelihood of purchasing products
from Tesco Lotus is
b. All requested variables entered.
Model Summaryb
Model R R Square Adjusted R Square Std. Error of the
Estimate
1 .514a .264 .258 .956
a. Predictors: (Constant), How long have you been a customer for Tesco Lotus?
b. Dependent Variable: The likelihood of purchasing products from Tesco Lotus is
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1
Regression 39.405 1 39.405 43.097 .000b
Residual 109.718 120 .914
Total 149.123 121
a. Dependent Variable: The likelihood of purchasing products from Tesco Lotus is
b. Predictors: (Constant), How long have you been a customer for Tesco Lotus?
Coefficientsa
Model Unstandardized Coefficients Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) 2.246 .244 9.190 .000
How long have you been a
customer for Tesco Lotus? .394 .060 .514 6.565 .000
a. Dependent Variable: The likelihood of purchasing products from Tesco Lotus is
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Residuals Statisticsa
Minimum Maximum Mean Std. Deviation N
Predicted Value 2.64 4.22 3.75 .571 122
Residual -2.429 2.360 .000 .952 122
Std. Predicted Value -1.938 .827 .000 1.000 122
Std. Residual -2.540 2.468 .000 .996 122
a. Dependent Variable: The likelihood of purchasing products from Tesco Lotus is
Appendix 7
Variables Entered/Removeda
Model Variables Entered Variables
Removed
Method
1
I
am aware that
Tesco Lotus cares
for the green
environment., I
am aware that
Tesco Lotus runs
“365 Volunteer
Days” to help
communities., I am
aware that Tesco
Lotus runs “Green
bag project” to
reduce CO2.b
. Enter
a. Dependent Variable: The likelihood of purchasing products
from Tesco Lotus is
b. All requested variables entered.
Model Summary
Model R R Square Adjusted R Square Std. Error of the
Estimate
1 .565a .319 .302 .927
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a. Predictors: (Constant), I
am aware that Tesco Lotus cares for the green environment., I
am aware that Tesco Lotus runs “365 Volunteer Days” to help communities., I am
aware that Tesco Lotus runs “Green bag project” to reduce CO2.
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1
Regression 47.616 3 15.872 18.451 .000b
Residual 101.507 118 .860
Total 149.123 121
a. Dependent Variable: The likelihood of purchasing products from Tesco Lotus is
b. Predictors: (Constant), I
am aware that Tesco Lotus cares for the green environment., I
am aware that Tesco Lotus runs “365 Volunteer Days” to help communities., I am aware that Tesco Lotus runs
“Green bag project” to reduce CO2.
Coefficientsa
Model Unstandardized Coefficients Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) 2.012 .252 7.973 .000
I
am aware that Tesco Lotus
runs “365 Volunteer Days” to
help communities.
.241 .094 .275 2.553 .012
I am aware that Tesco Lotus
runs “Green bag project” to
reduce CO2.
.124 .104 .145 1.196 .234
I
am aware that Tesco Lotus
cares for the green
environment.
.197 .110 .214 1.785 .077
a. Dependent Variable: The likelihood of purchasing products from Tesco Lotus is
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Appendix 8
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