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SPSS Data Analysis - Assignment
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Added on 2020-06-05
SPSS Data Analysis - Assignment
Added on 2020-06-05
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SPSS DATA ANALYSIS
TABLE OF CONTENTSCHAPTER 4: DATA ANALYSIS AND FINDINGS.................................................................................................................................3Hypothesis 1............................................................................................................................................................................................5Hypothesis 2:...........................................................................................................................................................................................6Hypothesis 3:...........................................................................................................................................................................................8Hypothesis 4............................................................................................................................................................................................8Hypothesis 5:...........................................................................................................................................................................................9APPENDIX................................................................................................................................................................................................11
CHAPTER 4: DATA ANALYSIS AND FINDINGSData analysis is the process that researcher undertakes to derive suitable solution from the information gathered. Techniques ofdata analysis are highly varied as per the type of investigation conducted. Researchers usually undertake thematic analysis techniqueto assess suitable solution from qualitative data set. On the other side, statistical tools are applied by the researcher to discover suitableinformation when quantitative data set is evaluated. In the present study, scholar has employed statistical tools such as regression andindependent sample t test for assessing the extent to which purchasing intention and attitude of the customers are highly influencedfrom the country of origin (COO). Hence, by taking into account such aspect several hypothesis have been framed to attain theobjectives to a great extent. Descriptive statistics: In order to present the gathered data set and viewpoints of respondents in a highly structured way descriptivestatistics has been applied by the researcher. This in turn clearly presents the mean responses of selected individuals and thereby helpsin analyzing the specific trend or pattern. Demographic assessment: By applying the descriptive statistics tool on data set it has been found that most of the respondentswere female who took part in the survey. Further, mean value of age is 2 which show that large number of candidates is 31-40 yearsold. Hence, it can be said that in survey, average number of respondents who gave their views are young. Further, mean value in thecontext of employment status accounts for 2 that mean most of the individuals were employed. Along with this, results of descriptivestatistics show that income of mean respondents was in the range of 75001 to 105000 THB. By considering this, it can be presentedthat most of individuals who participated in survey having good household income. By considering this, it can be presented that mostof individuals who participated in survey having good household income. Hence, it can be depicted that individuals have highdisposable income for investing in skin care products.
Perception and attitude: Table depicted in appendix clearly shows that average number of respondents has used skin careproducts pertaining to the countries like South Korea, Japan, USA, France and Thailand. In addition to this, from evaluation it hasbeen assessed that average number of responses are neutrally agreed with the aspect Thai people should purchase their own country’sproduct rather than others. In addition to this, it has been found that mean respondents somewhat agreed with the statement that SouthKorea is economically developed. Further, average responses also imply that South Korea is highly developed from the perspective oftechnology. Further, outcome of descriptive statistics shows that respondents agreed that Japan is economically developed as well asstrongly agreed with the statement that technological development in such concerned country is impressive. Besides this, mean valuepertaining to the aspect of economic and technological development of USA is 4. It presents that majority of the respondentssomewhat agreed with the statement that USA is highly impressive in terms of economically and technical aspect. On the contrary tothis, respondents shared their views that Thailand is not highly impressive from the perspective of economic and technological aspect.From assessment, it has been identified that respondents believe that all the skin care products related to the countries like France,USA, South Korea, Japan and Thailand are highly prestigious. From overall evaluation it has been assessed that attitude of Thaicustomers are not highly positive towards the skin care products of its own nation. Thus, companies who are offering Thai based skincare products need to place high level of emphasis on quality aspect. Moreover, at the time of making purchase of the skin careproducts customers give high level of importance to the quality and ingredients used for the same. Hence, by making focus on all suchaspects companies can change the attitude of Thai customers to a great extent.Likelihood of purchase: In survey, respondents gave their neutral decision about the aspect that customer prefer to purchaseskin care products related to Thailand. On the other side, individuals shared their views that they moderately likely prefer to purchasethe products labelled with made in France. In addition to this, outcome of survey shows that individuals have positive attitude and theyprefer to purchase products related to the countries like South Korea, USA and Japan. By taking into account all the aspect it can bementioned that customers have more likelihood regarding to purchase international skin care products. . Further, to increase the
likelihood of purchase company should make focus on promotional aspects or campaign. By doing this, sales and profit of Thaiproducts can be maximized to the significant level. Reliability test: Value of reliability test is 0.847, which reflect that there is consistency in scale across all questions. Hence, it can besaid that correct scales are used for each every question in questionnaire. Hypothesis 1Objective: Attitude towards the purchase of imported skin care products that is affected by country of origin effect will have a positiveinfluence on Thai consumers purchase intention. H0: There is no significant difference in the mean value of COO and likelihood of purchasing intention in relation to imported skincare products. H1: There is a significant difference in the mean value of COO and likelihood of purchasing intention in relation to imported skincare products.Interpretation and analysis: Outcome of SPSS shows that level of significance in case of using skin care products of South Koreaaccounts for .48 respectively. Further, from evaluation it has been assessed that level of significance pertaining to the aspect of usingskin care products from France, USA, Thailand and Japan is greater than 0.05. By considering this, it can be depicted that nullhypothesis is accepted. Hence, no significant difference takes place in the mean value of COO cue and purchase intention of Thaicustomers. It shows that most of the customers belonging from Thailand consider the label of country while making purchase of theskin products or services. Moreover, with the motive to make high level of contribution in the economic growth as well as encourageentrepreneur’s customers prefer to purchase products or services made and offered in Thailand. It can be seen that in case of SouthKorea value of level of significance is 0.481>0.05 and same in case of Japan is 0.057=0.05 followed by USA whose value of level ofsignificance is 0.744>0.05. In case of France value of level of significance is 0.349>0.05. Facts are clearly revealing that apart from
Japan in case of no other nation significant difference is observed which means that with change in COO big variation or up anddown cannot be observed in case of Thai people intention to buy imported skin care products of most of nations. Means that peopledesire to buy foreign products remain neutral even COO concept notion increase among local people. However, in case of Japaneseproducts if COO notion increased among people then big variation in people intention to buy Japanese products may be observed. Hypothesis 2: To what extent do attitudes, influenced by COO effect, determine Thai consumers’ purchase intention of imported skincare products?H0: There is no significant difference in the mean value of attitude and purchasing intention of Thai consumers in relation to importedskin care products. H1: There is a significant difference in the mean value of attitude and purchasing intention of Thai consumers in relation to importedskin care products.InterpretationSouth Korea products: In order to identify relationship between attitude influenced by country of origin effect and purchase intentionin respect to imported products regression tool is applied. In these regard three nations, which are South Korea, USA and France. Inthis hypothesis an attempt is made to identify whether there is significant impact of concept of country of origin on demand of foreignnations products. Results are revealing that there is low correlation between purchases intention and attitude of individuals as value ofR and R square is 0.150 and 0.023. Value of level of significance is 0.026<0.05, which indicate that there is significant, meandifference between purchase intention and attitude. Thus, alternative hypothesis is accepted. With change in attitude, intention topurchase products also changed. Alternative hypothesis accepted. It can be said that in case of nation South Korea it is identified that
people have positive attitude towards country of origin affect and due to this reason huge deviation occurred in purchasing intention ofproducts that are related to South Korea. This means that in the upcoming period further impact of country of origin effect increasedon people then in that case huge fluctuation can be observed in the purchase intention of customers. Value of beta is -0.133 whichmeans that with slight increase in the attitude that people have towards concept of country origin decline will be observed in respectto intention that people have towards buying South Korean products.USA: In case of USA market on application of regression on relevant data it is identified that value of R and R square is 0.038 and0.001 which means that there is low correlation between attitude influenced by COO effect and people intention to buy USAproducts. On other hand, value of R square is 0.001 which means that with change in dependent variable 0.1% deviation comes inother variable. Value of level of significance is 0.579>0.05 which means that there is no significant mean difference between attitudeinfluenced by COO effect and people purchase intentions in respect to USA product. Thus, null hypothesis is accepted. It can be saidthat with slight change in attitude that people have towards COO big Thai people will not observe deviation in use of USA product.Beta value is 0.028 which is positive but very low and on this basis it can be said that with change in attitude people intention topurchase USA products may remain neutral.France: In case of France, it can be observed that in regression table value of R and R square is 0.038 and 0.001, which reflect thatthere is low correlation between people intention to purchase France products and attitude influenced by COO effect. 0.01% deviationcan be observed in the purchase intention with slight deviation in attitude. It can be said that there is no big relationship between bothvariables. Value of level of significance is 0.579<0.05 which reflect that there is no significant mean difference between attitude thatpeople have towards foreign product and purchase intention in respect to France product. Thus, null hypothesis is accepted. Value ofbeta is 0.028 which reflect that with change in attitude that is influenced by COO effect Thai people purchase intentions towardsFrance products may be positive but there is negligible chances of happening of this situation because value is very small which is
0.028. It can be said that with change in attitude no big increase or decrease can be observed in the purchase intention that people havetowards France products. Hypothesis 3:H0: There is no significant difference in the mean value of subjective norms and purchasing intention of Thai consumers in relation toimported skin care products. H1: There is a significant difference in subjective norms and purchasing intention of Thai consumers in relation to imported skin careproducts.InterpretationT test is the one of the most important tool that is used to identify whether there is significant mean difference betweendifferent variables. In the table given in the appendix it can be seen that mean and standard deviation of variables is given. There aretwo variables that are taken in to account for analysis which are related to subjective norms Mean (SD) in case of subject norms inrespect to purchase intention is 3.63(0.945) which means that most of times respondents most of time like to purchase products thatare prepared in Thailand even though they intend to make purchase of foreign products. Similar, results are obtained in case of othervariables in case of descriptive statistics. Level of significance is 0.050=0.05 in case of South Korea and this reflect that with changein subjective norms purchase intention of people towards South Korea products may change. Opposite facts are observed in case ofother variables. Hence, apart from South Korea in all nations null hypothesis is accepted.Hypothesis 4H0:Brand trust does not play mediating role in the relationship between attitude and subjective norm, affected by COO effect andpurchase intention of skin care products.
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