Report on SPSS Data Analysis

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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