SPSS Analysis Report

This report details an SPSS analysis investigating the relationships between brand loyalty, consumer attitudes towards Corporate Social Responsibility (CSR) initiatives (specifically Fairtrade), purchase intentions, and product involvement. The analysis uses data from both low and high involvement product categories (coffee and apparel, respectively). Regression and correlation analyses were performed to assess the strength and significance of these relationships. The results indicate a moderate relationship between brand loyalty and attitude towards CSR in the low involvement product category, while the relationship is weaker in the high involvement category. Purchase intention shows a moderate relationship with attitude towards CSR in the low involvement category and a weak relationship in the high involvement category. Finally, the relationship between brand loyalty and product involvement is weak in both categories. The report concludes by summarizing the findings and their implications for businesses.

SPSS ANALYSIS

TABLE OF CONTENTS
INTRODUCTION.......................................................................................................................................................................................3
Data analysis................................................................................................................................................................................................3
Reliability factor......................................................................................................................................................................................3
1 Investigating the relationship between brand loyalty and attitude towards Corporate Social Responsibility Initiatives (such as,
Fairtade) in low involvement product category.......................................................................................................................................4
2 Investigating the relationship between brand loyalty and attitude towards Corporate Social Responsibility Initiatives (such as,
Fairtade) in high involvement product category......................................................................................................................................7
3 Investigating the relationship between purchase intention and attitude towards Corporate Social Responsibility Initiatives (such as,
Fairtade) in low involvement product category.....................................................................................................................................11
4 Investigating the relationship between purchase intention and attitude towards Corporate Social Responsibility Initiatives (such as,
Fairtade) in high involvement product category....................................................................................................................................14
5 Investigation of the relationship between brand loyalty and product involvement in Fairtrade........................................................18
CONCLUSION..........................................................................................................................................................................................22
REFERENCES..........................................................................................................................................................................................23
APPENDIX................................................................................................................................................................................................28

INTRODUCTION
Data analysis may be defined as a process which in turn helps in discovering useful information. In this, reseracher, inspects,
transforms and evaluate data set by taking into consideration several tools and techniques according to the type and nature of study.
Moreover, thematic perception technique is undertaken by scholar for evaluating and dreiving outcome from qualitative data set. On
the other side, researcher makes use of SPSS tool for analyzing the numeric facts and figures. İn this, selection of data analysis
technique is highly influenced from the type of study or incvestigation undertaken by the scholar. In the present study, SPSS tools
have been applied by the scholar to present fair view and solution of study (Lange and et.al., 2015). Hence, regression and correlation
tool has been applied by the researcher with the aim to assess the relationship takes place between brand loyalty and attitude of
customers in relation to both high as well as low involvement product. Further, researcher has also determined the relationship which
exist between purchase intention and attitude of customers related to fair trade in the product category of high and low involvement.
Hence, by applying the regression tool dependency of one variable on another has been assessed by scholar (Holzinger, Searle and
Wernbacher, 2011). Further, through the means of coreelation tool researcher has also identified the extent to which one variable is
related with another.
Data analysis
Reliability factor
Reliability Statistics
Cronbach's
Alpha
Cronbach's
Alpha Based on
Standardized
Items
N of Items
.907 .906 30

By taking into consideration the value of alpha such as .90 it can be said that high level of internal consistency takes place in the
questionnaire.
1 Investigating the relationship between brand loyalty and attitude towards Corporate Social Responsibility Initiatives (such as,
Fairtade) in low involvement product category
Model Summary
Model R R Square Adjusted R
Square
Std. Error of the
Estimate
1 .511a .261 .242 1.12450
a. Predictors: (Constant), FeelgoodwhenbuyFTPS,
FTPSarepoorqualityproducts, LovetobuyFTPandS, BestbuyisFTPS,
ValueofmoneyFTPS
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1
Regression 85.026 5 17.005 13.448 .000b
Residual 240.255 190 1.264
Total 325.281 195
a. Dependent Variable: FTcoffeeproductsarefirstchoicewhenbuysimilarproducts
b. Predictors: (Constant), FeelgoodwhenbuyFTPS, FTPSarepoorqualityproducts,
LovetobuyFTPandS, BestbuyisFTPS, ValueofmoneyFTPS
Coefficientsa

Model Unstandardized Coefficients Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) .383 .276 1.388 .167
LovetobuyFTPandS .249 .091 .230 2.722 .007
BestbuyisFTPS .129 .093 .122 1.386 .167
FTPSarepoorqualityproducts .150 .072 .130 2.074 .039
ValueofmoneyFTPS .061 .102 .058 .603 .547
FeelgoodwhenbuyFTPS .169 .104 .157 1.633 .104
a. Dependent Variable: FTcoffeeproductsarefirstchoicewhenbuysimilarproducts
Interpretation
From the above table it has been analyzed that moderate level of relationship takes place between the two variables such as
brand loyalty and customer’s attitude. R and R square of such variables are .51 & .26 respectively. Hence, by considering this, it can
be stated that if changes take place in the attitude of customers then brand loyalty of them will be affected in moderate manner. In
this, changes in one factor do not have high and major impact on another (Moore, 2015). Further, r square entails that brand loyalty
will increase or decrease by 26% if attitude of customers are getting changed in relation to low involvement product such as coffee. In
addition to this, level of significance is 0.00 which comes under the standard limit such as 0.05. On the basis if this aspect, it can be
said that alternative hypothesis is accepted (Hattox, 2014). It shows that, significant difference takes place in the mean value of brand
loyalty and customer’s attitude.
Correlations
loyaltofairtadecoffe
e
FTcoffeeproductsar
efirstchoicewhenbu
ysimilarproducts
notbuyotherproduct
sincoffeewhenFTP
Sareavailable
recommendFTPSto
myfamily
RegularlybuyPTPSi
ncoffee

fairtradeproductfeelmegood
Pearson Correlation .347** .401** .378** .275** .291**
Sig. (2-tailed) .000 .000 .000 .000 .000
N 196 196 196 196 196
LovetobuyFTPandS
Pearson Correlation .423** .436** .426** .405** .377**
Sig. (2-tailed) .000 .000 .000 .000 .000
N 196 196 196 196 196
BestbuyisFTPS
Pearson Correlation .458** .408** .349** .333** .396**
Sig. (2-tailed) .000 .000 .000 .000 .000
N 196 196 196 196 196
FTPSarepoorqualityproducts
Pearson Correlation .162* .178* .202** .037 .112
Sig. (2-tailed) .024 .012 .005 .604 .119
N 196 196 196 196 196
ValueofmoneyFTPS
Pearson Correlation .447** .395** .440** .396** .452**
Sig. (2-tailed) .000 .000 .000 .000 .000
N 196 196 196 196 196
FeelgoodwhenbuyFTPS
Pearson Correlation .408** .414** .364** .416** .484**
Sig. (2-tailed) .000 .000 .000 .000 .000
N 196 196 196 196 196
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).
Output of SPSS entails that feelings and customers choices are correlated with each other from the value of .34. Along with
this, results shows that .40 correlations exists between the variables such as customer choice and feeling aspect of customers when
they buy low involvement products such as coffee. Along with this, level of correlation such as .42 shows that customers prefer to buy
fair trade products when they are available to them (Raj and Tharakan, 2010). Further, .43 correlation entails that individual gives
more preference fair trade products and services rather than others. On the other side, there is low level of relationship exist between

the variables such as choices and poor quality if fair products (Møller Jensen, 2011). Moreover, fair trade products are the one which
are certified from specific quality standards. Hence, by taking into consideration such aspects it can be presented that fair trade
products having good quality in comparison to other.
From primary data investigation, it has been identified that attitude level of customers have high level of impact on their brand
loyalty. In the recent times, customers can said to be loyal when they constantly make use of specific coffee product and services
(Schaffer and et.al., 2011). Secondary data investigation presents that products in which customers make less efforts in relation to
getting information about it are considered as low involvement food items (Azizi and Javidani, 2010). Thesis prepared from
secondary data analysis clearly shows that now there are significant changes take place in the attitude of customers in a positive
manner (Burge, 2016). Hence, with the aim to make contribution in the sustainable environment and provide support to the framers
customers place more emphasis on the purchasing of fair trade coffee products or services (Finisterra do Paço and Raposo, 2010).
Moreover, now customers make focus on developing eco-friendly friendly environment which is highly free from pollution related
activities. The rationale behind this, pollution of any kind such as water, air etc. has high level of impact on the health aspect of human
being or individual (East, 2013).
Further, customer awareness also has been increased in now a days in relation to offer better trading conditions to the framers of
coffee beans. In the past years, due to lack of having better trading options or opportunities farmers are not able to earn enough
amounts (Green and Peloza, 2014). Along with this, offering high level of support to the local community and workers are another the
main factors which is considered by individuals at the time of making purchasing decisions. In addition to this, making high level of
investment in community building is also the main objectives of people. In this way, attitude has more impact on the aspects of brand
loyalty (Hoffman and Fodor, 2010). Moreover, people who prefer to do activities for the well-being of others are encouraged to
purchase the products of specific company which make contribution in CSR.
2 Investigating the relationship between brand loyalty and attitude towards Corporate Social Responsibility Initiatives (such as,
Fairtade) in high involvement product category

Model Summary
Model R R Square Adjusted R
Square
Std. Error of the
Estimate
1 .287a .082 .058 1.28599
a. Predictors: (Constant), FeelgoodwhenbuyFTPS,
FTPSarepoorqualityproducts, LovetobuyFTPandS, BestbuyisFTPS,
ValueofmoneyFTPS
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1
Regression 28.170 5 5.634 3.407 .006b
Residual 314.218 190 1.654
Total 342.388 195
a. Dependent Variable: fairtradeapprelisfirstchoice
b. Predictors: (Constant), FeelgoodwhenbuyFTPS, FTPSarepoorqualityproducts,
LovetobuyFTPandS, BestbuyisFTPS, ValueofmoneyFTPS
Coefficientsa
Model Unstandardized Coefficients Standardized
Coefficients
t Sig.
B Std. Error Beta
1 (Constant) 1.558 .315 4.939 .000
LovetobuyFTPandS .066 .105 .059 .627 .531
BestbuyisFTPS .050 .107 .046 .470 .639
FTPSarepoorqualityproducts .148 .082 .126 1.791 .075

ValueofmoneyFTPS .022 .117 .020 .186 .852
FeelgoodwhenbuyFTPS .175 .118 .157 1.474 .142
a. Dependent Variable: fairtradeapprelisfirstchoice
Interpretation
The above depicted table shows that R and R square of customer loyalty and attitude towards high involvement product is 0.28
& .08.It shows that lower level relationship takes place between such variables (Liu and et.al., 2012). Further, outcome of regression
tool shows that loyalty level of customers will be affected merely by 8% if changes take place in the attitude of customers. SPSS table
presents that level of significance is 0.01 which implies that alternative hypothesis is accepted (Bennur and Jin, 2017). Hence, by
keeping such aspects in mind it can be said that mean values of customer loyalty and attitude towards CSR is highly differed in the
category of low involvement products (Ko, Phau and Aiello, 2016).
Correlations
loyaltofairtrade fairtradeapprelisfirst
choice
Notprefertobuyothe
rapparelswhenFTP
Sareavailable
recommendfairtrad
eapparel
regularlybuyFTPSa
pparel
fairtradeproductfeelmegood
Pearson Correlation .528** .095 .124 .136 .224**
Sig. (2-tailed) .000 .184 .082 .057 .002
N 196 196 196 196 196
LovetobuyFTPandS
Pearson Correlation .571** .181* .197** .159* .283**
Sig. (2-tailed) .000 .011 .006 .026 .000
N 196 196 196 196 196
BestbuyisFTPS
Pearson Correlation .621** .151* .207** .195** .266**
Sig. (2-tailed) .000 .035 .004 .006 .000
N 196 196 196 196 196
FTPSarepoorqualityproducts Pearson Correlation .069 .220** .148* .170* .153*
Sig. (2-tailed) .338 .002 .038 .017 .033

N 196 196 196 196 196
ValueofmoneyFTPS
Pearson Correlation .716** .131 .209** .223** .279**
Sig. (2-tailed) .000 .066 .003 .002 .000
N 196 196 196 196 196
FeelgoodwhenbuyFTPS
Pearson Correlation 1 .158* .243** .226** .285**
Sig. (2-tailed) .027 .001 .001 .000
N 196 196 196 196 196
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).
Correlation measure or outcome of .52 shows that customer feel good when they make purchase of fair trade apparels. In
addition to this, .57 figure presents that customers love to buy fair trade apparels to a great extent as compared to others. Hence, such
aspect shows that neither high nor lower relation takes place between customer loyalty and faire trade apparels (Wolny and Mueller,
2013). Hence, usually customers give first priority to fair trade apparels as compared to others. However, value of .12 entails that
customers also make purchase of other apparels in against to fair trade. On the other side, .13 outcome presents those individuals do
not recommend the fair trade clothes to others (Lee, Kumar and Kim, 2010). Hence, by considering the overall outcome, it can be said
that customers are not highly loyal towards the fair trade apparels.
By applying SPSS tool of primary data it has been determined that customer loyalty towards specific brand is highly influenced
from their attitude (Lee and Chang, 2011). Outcome which is found above can be supported with secondary data investigation that
clearly entails that clothes are the main elements which represent the lifestyle or living standard of people (Kim and Ko, 2012). Hence,
large number of customers place emphasis on purchasing designer clothes which build their distinct image in society. In the current
times, youngsters support to the aspects of sustainable environment but at the time of making purchase of apparel they consider
several aspects (Kim and et.al., 2012). It includes quality, design, uniqueness, fabric, looking etc. Branded clothes are come in the
category of high involvement products because in this customers take more interest in relation to finding each and every aspect (Jones
and Kim, 2010). Thesis, prepared from secondary data shows that by considering now trend in relation to making purchase of

handmade apparel increased with the very high pace (Pentecost and Andrews, 2010). However, still, there are some customers who
give preference to the customers to designer clothes rather than fair trade.
3 Investigating the relationship between purchase intention and attitude towards Corporate Social Responsibility Initiatives (such as,
Fairtade) in low involvement product category.
Ho: There is no significant mean difference between purchase intention and attitude that individual have towards corporate social
responsibility.
H1: There is significant mean difference between purchase intention and attitude that individual have towards corporate social
responsibility.
Model Summary
Model R R Square Adjusted R
Square
Std. Error of the
Estimate
1 .497a .247 .228 1.07350
a. Predictors: (Constant), FeelgoodwhenbuyFTPS,
FTPSarepoorqualityproducts, LovetobuyFTPandS, BestbuyisFTPS,
ValueofmoneyFTPS
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1
Regression 71.998 5 14.400 12.495 .000b
Residual 218.956 190 1.152
Total 290.954 195
a. Dependent Variable: intendtopurchasefaitrade

b. Predictors: (Constant), FeelgoodwhenbuyFTPS, FTPSarepoorqualityproducts,
LovetobuyFTPandS, BestbuyisFTPS, ValueofmoneyFTPS
Coefficientsa
Model Unstandardized Coefficients Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) .670 .263 2.543 .012
LovetobuyFTPandS .298 .087 .291 3.416 .001
BestbuyisFTPS .032 .089 .032 .364 .716
FTPSarepoorqualityproducts .043 .069 .039 .619 .537
ValueofmoneyFTPS .128 .097 .128 1.311 .191
FeelgoodwhenbuyFTPS .120 .099 .118 1.216 .225
a. Dependent Variable: intendtopurchasefaitrade
Interpretation
R value is 0.497 and it is indicating that there is moderate interrelationship among the variables. Means that purchase intention
to some extent is affecting by the attitude that an individual have towards the CSR activities which is related to Fairtrade of the
product. Value of correlation always lie in limit of -1 to +1 (Schudson, 2013). This means that correlation which indicate relationship
among the variable may be positive or negative. In case correlation value comes under class of 0 to +1 then in that case it is interpreted
that both variables are changing in same direction. However, rate of change between both may be totally different. Hence, due to this
reason correlation range is classified in two categories high, moderate and low correlation. In case correlation value is in range of 0.70
to 1 then in that case relationship among the variables is assumed to be much stronger. On other hand, if correlation value lie in range
of 0.40 to 0.70 relationship among the variables is considered moderate. In case correlation among the variables is 0.00 to 0.39