SPSS Analysis of Country of Origin Effect on Skin Care Purchases

This report presents an SPSS data analysis examining the impact of country of origin (COO) on the purchase intentions and attitudes of Thai consumers regarding skin care products. The study uses descriptive statistics, regression analysis, and t-tests to analyze data collected through a survey. The findings reveal that while consumers generally have positive attitudes towards international skin care brands (South Korea, Japan, USA, France), the COO effect does not significantly influence purchase intentions for most countries, except for a potential impact in the case of Japanese products. The analysis investigates the relationship between attitudes influenced by COO and purchase intention, finding a low correlation but a significant mean difference for South Korean products. The report also explores the impact of subjective norms on purchase intentions. The report concludes with recommendations for companies to improve the likelihood of purchase by focusing on product quality and promotional efforts to influence consumer attitudes.

SPSS DATA ANALYSIS

TABLE OF CONTENTS
CHAPTER 4: DATA ANALYSIS AND FINDINGS.................................................................................................................................3
Hypothesis 1............................................................................................................................................................................................5
Hypothesis 2:...........................................................................................................................................................................................6
Hypothesis 3:...........................................................................................................................................................................................8
Hypothesis 4............................................................................................................................................................................................8
Hypothesis 5:...........................................................................................................................................................................................9
APPENDIX................................................................................................................................................................................................11

CHAPTER 4: DATA ANALYSIS AND FINDINGS
Data analysis is the process that researcher undertakes to derive suitable solution from the information gathered. Techniques of
data analysis are highly varied as per the type of investigation conducted. Researchers usually undertake thematic analysis technique
to assess suitable solution from qualitative data set. On the other side, statistical tools are applied by the researcher to discover suitable
information when quantitative data set is evaluated. In the present study, scholar has employed statistical tools such as regression and
independent sample t test for assessing the extent to which purchasing intention and attitude of the customers are highly influenced
from the country of origin (COO). Hence, by taking into account such aspect several hypothesis have been framed to attain the
objectives to a great extent.
Descriptive statistics: In order to present the gathered data set and viewpoints of respondents in a highly structured way descriptive
statistics has been applied by the researcher. This in turn clearly presents the mean responses of selected individuals and thereby helps
in 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 respondents
were female who took part in the survey. Further, mean value of age is 2 which show that large number of candidates is 31-40 years
old. Hence, it can be said that in survey, average number of respondents who gave their views are young. Further, mean value in the
context of employment status accounts for 2 that mean most of the individuals were employed. Along with this, results of descriptive
statistics show that income of mean respondents was in the range of 75001 to 105000 THB. By considering this, it can be presented
that most of individuals who participated in survey having good household income. By considering this, it can be presented that most
of individuals who participated in survey having good household income. Hence, it can be depicted that individuals have high
disposable income for investing in skin care products.

Perception and attitude: Table depicted in appendix clearly shows that average number of respondents has used skin care
products pertaining to the countries like South Korea, Japan, USA, France and Thailand. In addition to this, from evaluation it has
been assessed that average number of responses are neutrally agreed with the aspect Thai people should purchase their own country’s
product rather than others. In addition to this, it has been found that mean respondents somewhat agreed with the statement that South
Korea is economically developed. Further, average responses also imply that South Korea is highly developed from the perspective of
technology. Further, outcome of descriptive statistics shows that respondents agreed that Japan is economically developed as well as
strongly agreed with the statement that technological development in such concerned country is impressive. Besides this, mean value
pertaining to the aspect of economic and technological development of USA is 4. It presents that majority of the respondents
somewhat agreed with the statement that USA is highly impressive in terms of economically and technical aspect. On the contrary to
this, 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 Thai
customers are not highly positive towards the skin care products of its own nation. Thus, companies who are offering Thai based skin
care products need to place high level of emphasis on quality aspect. Moreover, at the time of making purchase of the skin care
products customers give high level of importance to the quality and ingredients used for the same. Hence, by making focus on all such
aspects 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 purchase
skin care products related to Thailand. On the other side, individuals shared their views that they moderately likely prefer to purchase
the products labelled with made in France. In addition to this, outcome of survey shows that individuals have positive attitude and they
prefer to purchase products related to the countries like South Korea, USA and Japan. By taking into account all the aspect it can be
mentioned 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 Thai
products 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 be
said that correct scales are used for each every question in questionnaire.
Hypothesis 1
Objective: Attitude towards the purchase of imported skin care products that is affected by country of origin effect will have a positive
influence 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 skin
care products.
H1: There is a significant difference in the mean value of COO and likelihood of purchasing intention in relation to imported skin
care products.
Interpretation and analysis: Outcome of SPSS shows that level of significance in case of using skin care products of South Korea
accounts for .48 respectively. Further, from evaluation it has been assessed that level of significance pertaining to the aspect of using
skin care products from France, USA, Thailand and Japan is greater than 0.05. By considering this, it can be depicted that null
hypothesis is accepted. Hence, no significant difference takes place in the mean value of COO cue and purchase intention of Thai
customers. It shows that most of the customers belonging from Thailand consider the label of country while making purchase of the
skin products or services. Moreover, with the motive to make high level of contribution in the economic growth as well as encourage
entrepreneur’s customers prefer to purchase products or services made and offered in Thailand. It can be seen that in case of South
Korea 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 of
significance 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 and
down cannot be observed in case of Thai people intention to buy imported skin care products of most of nations. Means that people
desire to buy foreign products remain neutral even COO concept notion increase among local people. However, in case of Japanese
products 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 skin
care products?
H0: There is no significant difference in the mean value of attitude and purchasing intention of Thai consumers in relation to imported
skin care products.
H1: There is a significant difference in the mean value of attitude and purchasing intention of Thai consumers in relation to imported
skin care products.
Interpretation
South Korea products: In order to identify relationship between attitude influenced by country of origin effect and purchase intention
in respect to imported products regression tool is applied. In these regard three nations, which are South Korea, USA and France. In
this hypothesis an attempt is made to identify whether there is significant impact of concept of country of origin on demand of foreign
nations products. Results are revealing that there is low correlation between purchases intention and attitude of individuals as value of
R 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, mean
difference between purchase intention and attitude. Thus, alternative hypothesis is accepted. With change in attitude, intention to
purchase 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 of
products that are related to South Korea. This means that in the upcoming period further impact of country of origin effect increased
on people then in that case huge fluctuation can be observed in the purchase intention of customers. Value of beta is -0.133 which
means that with slight increase in the attitude that people have towards concept of country origin decline will be observed in respect
to 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 and
0.001 which means that there is low correlation between attitude influenced by COO effect and people intention to buy USA
products. On other hand, value of R square is 0.001 which means that with change in dependent variable 0.1% deviation comes in
other variable. Value of level of significance is 0.579>0.05 which means that there is no significant mean difference between attitude
influenced by COO effect and people purchase intentions in respect to USA product. Thus, null hypothesis is accepted. It can be said
that 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 to
purchase 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 that
there is low correlation between people intention to purchase France products and attitude influenced by COO effect. 0.01% deviation
can be observed in the purchase intention with slight deviation in attitude. It can be said that there is no big relationship between both
variables. Value of level of significance is 0.579<0.05 which reflect that there is no significant mean difference between attitude that
people have towards foreign product and purchase intention in respect to France product. Thus, null hypothesis is accepted. Value of
beta is 0.028 which reflect that with change in attitude that is influenced by COO effect Thai people purchase intentions towards
France 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 have
towards 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 to
imported skin care products.
H1: There is a significant difference in subjective norms and purchasing intention of Thai consumers in relation to imported skin care
products.
Interpretation
T test is the one of the most important tool that is used to identify whether there is significant mean difference between
different variables. In the table given in the appendix it can be seen that mean and standard deviation of variables is given. There are
two variables that are taken in to account for analysis which are related to subjective norms Mean (SD) in case of subject norms in
respect to purchase intention is 3.63(0.945) which means that most of times respondents most of time like to purchase products that
are prepared in Thailand even though they intend to make purchase of foreign products. Similar, results are obtained in case of other
variables in case of descriptive statistics. Level of significance is 0.050=0.05 in case of South Korea and this reflect that with change
in subjective norms purchase intention of people towards South Korea products may change. Opposite facts are observed in case of
other variables. Hence, apart from South Korea in all nations null hypothesis is accepted.
Hypothesis 4
H0:Brand trust does not play mediating role in the relationship between attitude and subjective norm, affected by COO effect and
purchase intention of skin care products.

H1: Brand trust play mediating role in the relationship between attitude and subjective norm, affected by COO effect and purchase
intention of skin care products.
Interpretation
In case people does not believe that brand name give them confidence that they must consume product regardless of origin
then in that case they are agree with the fact that they will have specific attitude towards product. Value of level of significance is
0.05 in case of brand is important factor to consider while purchasing any product and in case of other variables value of level of
significance is more than 0.05 which means that alternative hypothesis is accepted. In case of South Korea value of level of
significance is 0.797>0.05 which reflect that there is no significant mean difference between brand trust and attitude that people have
towards skin care products of South Korea. This means that brand trust and people intention to purchase are not significantly different.
In case of Japan, it can be seen that value of level of significance is 4.14>0.05, which again reflect that there is no significant, mean
difference between brand trust and people intention to buy foreign products. In case of USA, it can be seen that value of level of
significance is 3.98>0.05, which again reflecting that same trend is repeated and there is no significant, mean difference between both
variables. In case of France level of significance is 0.09>0.05 and this indicate rate of change in brand trust and intention to buy
foreign products is not significantly different. Overall, it can be concluded that null hypothesis is accepted and no significant mean
difference is observed in case of brand trust and people intention to buy foreign products.
Hypothesis 5:
H0: There is no significant difference in the mean value of income and likelihood of purchasing imported products.
H1: There is a significant difference in the mean value of income and likelihood of purchasing imported products.
Products.

Interpretation and analysis: As part of demographic factors, income level of individual is taken in to account. In the current analysis
an attempt is made to identify relationship between income level and people intention to make purchase of foreign products. Table that
is in appendix shows that value of R and R square is .20 & .04 respectively. It shows that income level and likelihood of Thai
customers in relation to purchasing imported care products are not highly associated with each other. By considering this, it can be
stated that if income level will increase then likelihood of purchasing imported skin care products would not be affected. Further, r
square is also highly lower which shows that if changes take place in income factor then likelihood of purchasing imported skin care
products will not be affected. Value of level of significance is 0.00 which means that significant mean difference is observed in case of
both variables. Means that with change in the income level of individuals deviation can be observed in the purchase of imported
products. In other words it can be said that if income level of individuals declined then in that case individual intention to make
purchase of foreign products may change to great extent. Thus, firms must ensure that they are making available products at very low
price to the customers so that they can afford it even income of same declined.

Descriptive Statistics
N Range Minimum Maximum Sum Mean Std. Deviatio
Statistic Statistic Statistic Statistic Statistic Statistic Std. Error Statistic
Start Date 221 3 11:57:38 23-JUL-2017
20:14:45
27-JUL-2017
08:12:23
35094753
01:21:32
24-JUL-2017
18:54:07 01:31:21.841 22:38:13.
End Date 221 3 11:57:51 23-JUL-2017
20:25:21
27-JUL-2017
08:23:12
35094756
13:03:14
24-JUL-2017
19:16:50 01:31:28.854 22:39:57.
Response Type 221 0 0 0 0 .00 .000 .
Progress 221 .00 100.00 100.00 22100.00 100.0000 .00000 .00
Duration (in seconds) 221 63750.00 103.00 63853.00 301181.00 1362.8100 344.94801 5128.02
Finished 221 0 1 1 221 1.00 .000 .
Recorded Date 221 3 11:57:52 23-JUL-2017
20:25:22
27-JUL-2017
08:23:14
35094756
13:08:07
24-JUL-2017
19:16:52 01:31:28.846 22:39:57.
Gender ??? 221 1 1 2 374 1.69 .031 .
Age ???? 221 3 1 4 455 2.06 .084 1.
Education ?????????????? 221 4 1 5 778 3.52 .040 .
Employment
status ????????????????? 221 5 1 6 551 2.49 .076 1.
Income ?????? 221 5 1 6 855 3.87 .113 1.
Household
income ?????????????? 221 4 1 5 966 4.37 .069 1.

Have you ever used skin care
product from the following
countries??????????????????
?????????????????????????
?????????? - South
Korea ???????????????
221 1 1 2 273 1.24 .029 .
Have you ever used skin care
product from the following
countries??????????????????
?????????????????????????
?????????? -
Japan ?????????????
221 1 1 2 249 1.13 .022 .
Have you ever used skin care
product from the following
countries??????????????????
?????????????????????????
?????????? -
USA ??????????????????
221 1 1 2 261 1.18 .026 .
Have you ever used skin care
product from the following
countries??????????????????
?????????????????????????
?????????? -
France ??????????????
221 1 1 2 288 1.30 .031 .