Rm Assign 03
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RESEARCH METHODS ASSIGNMENT-2
PRIMARY OBJECTIVE:
A study to find the satisfaction level of current usage of a brand.
SECONDARY OBJECTIVE:
To study the associations between number of variables usage, gender, awareness and
intention.
S.NO USAGE1 3
2 1
3 1
4 3
5 3
6 2
7 2
8 1
9 2
10 1
11 3
12 3
13 1
14 3
15 116 1
17 3
18 2
19 1
20 3
21 3
22 2
23 1
24 3
25 1
26 227 3
28 2
29 1
30 2
31 1
32 1
33 2
34 2
35 3
36 3
37 338 3
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USAGE
USAGE
USAGE FREQUENCY PERCENTAGELight user(1) 22 44
Medium user(2) 11 22
Heavy user(3) 17 34
Total 50 100
USAGE
INTERPRETATION:
From the above pie chart we can infer that, most of the users are lightuser contributing 44% of the total usage of the brand and also next
highest contributor are heavy users who contribute around 17%.
What we can state is that there is a huge market potential among the lightand heavy user who prefer to use the tissot brand. Also to note that there
is an untapped portion or segment consisting of medium users, who are
needed to be taken into account. By using various strategies like
FREQUENCY
Light user(1)
Medium user(2)
Heavy user(3)
Total
39 3
40 1
41 1
42 1
43 1
44 145 1
46 1
47 2
48 1
49 3
50 1
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marketing, discount offering etc. We may be able to attract this segment
of people
S.NO GENDER
1 22 1
3 1
4 2
5 2
6 2
7 1
8 1
9 2
10 1
11 2
12 2
13 1
14 2
15 2
16 2
17 1
18 1
19 1
20 1
21 2
22 2
23 1
24 125 2
26 2
27 2
28 1
29 1
30 2
31 2
32 2
33 1
34 1
35 136 1
37 2
38 2
39 2
40 1
41 1
42 1
43 1
44 1
45 1
46 1
47 1
48 2
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GENDER
GENDER
GENDER FREQUENCY PERCENTAGEMale(1) 28 56
Female(2) 22 44
Total 50 100
GENDER
49 1
50 1
GENDER
GENDER
Male(1)
Female(2)
Total
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AWARENESS
AWARENESS
AWARENESS FREQUENCY PERCENTAGE
High(1) 29 58
Medium(2) 14 28
Low(3) 7 14
Total 50 100
AWARENESS FREQUENCY
High(1)
Medium(2)
Low(3)
Total
S.NO AWARENESS1 1
2 2
3 3
4 1
5 16 1
7 1
8 2
9 1
10 3
11 1
12 1
13 1
14 1
15 1
16 217 1
18 1
19 1
20 1
21 1
22 2
23 1
24 1
25 3
26 1
27 1
28 1
29 1
30 1
31 1
32 1
33 3
34 2
35 2
36 2
37 2
38 2
39 340 1
41 2
42 1
43 2
44 3
45 1
46 2
47 1
48 2
49 3
50 2
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AWARENESS
INTERPRETATION:
1) The above pie chart indicates the awareness among the consumer. We can
state from the above diagram the familiarity of the brand among the consumers
is good and only 14 % of the consumers have low consumers.
ATTITUDE
S.NO ATTITUDE1 1
2 2
3 1
4 1
5 1
6 1
7 1
8 1
9 2
10 1
11 312 1
13 1
14 1
15 1
16 1
17 2
18 2
19 3
20 1
21 1
22 123 1
24 2
25 2
26 1
27 1
28 1
29 1
30 1
31 1
32 2
33 2
34 3
35 3
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ATTITUDE
ATTITUDE FREQUENCY PERCENTAGE
Positive (1) 33 66
Neither positive nor
negative(2)
8 16
Negative(3) 9 18Cant say(4) - -
Total 50 100
Total
FREQUENCY 33 8 9 -
PERCENTAGE 66 16 18 -
36 3
37 3
38 3
39 3
40 3
41 142 1
43 1
44 1
45 1
46 1
47 1
48 1
49 1
50 1
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ATTITUDE
INTERPRETATION
PREFERENCE
S.NO PREFERENCE1 3
2 3
3 3
4 35 3
6 3
7 3
8 3
9 3
10 2
11 3
12 3
13 3
14 3
15 3
16 2
17 3
18 3
19 1
20 1
21 1
22 1
23 2
24 1
25 1
26 1
27 228 2
29 1
30 1
31 2
32 1
33 2
34 1
35 1
36 2
37 1
38 139 1
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40 1
41 1
42 1
43 1
44 2
45 246 2
47 2
48 2
49 2
50 2
PREFERENCE
PREFERENCE FREQUENCY PERCENTAGE
Low(1) 1 2
Neutral(2) 10 20
High(3) 39 78
Total 50 100
PREFERENCE
FREQUENCY
Low(1)
Neutral(2)
High(3)
Total
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INTERPRETATION
INTENTION
S.NO INTENTION1 1
2 1
3 1
4 1
5 26 1
7 2
8 1
9 1
10 1
11 1
12 1
13 1
14 2
15 1
16 117 2
18 1
19 1
20 1
21 1
22 1
23 2
24 1
25 1
26 1
27 2
28 2
29 1
30 1
31 2
32 1
33 2
34 1
35 1
36 2
37 1
38 1
39 140 1
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41 1
42 1
43 1
44 2
45 2
46 247 2
48 2
49 2
50 2
INTENTION
INTENTION FREQUENCY PERCENTAGE
Yes(1)
34
68
No(2) 16 32
Total 50 100
INTENTION
INTENTION FREQUENCY
Yes(1)
No(2)
Total
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INTERPRETATION:
1)
LOYALTY
S.NO LOYALTY1 5
2 5
3 5
4 2
5 3
6 3
7 58 5
9 5
10 5
11 5
12 4
13 5
14 5
15 5
16 5
17 3
18 219 5
20 1
21 1
22 5
23 5
24 5
25 5
26 5
27 5
28 5
29 1
30 5
31 2
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32 1
33 1
34 5
35 4
36 1
37 438 5
39 4
40 5
41 1
42 1
43 5
44 5
45 3
46 5
47 5
48 3
49 4
50 5
LOYALTY
LOYALTY FREQUENCY PERCENTAGE
Very unfavorable(1) 8 16
Unfavorable (2) 3 6
Neither favorable
Nor unfavorable (3)
5 10
Favorable(4) 5 10
Very favorable(5) 29 58
Total 50 100
LOYALTY FREQUENCY
Very unfavorable(1)
Unfavorable (2)
Neither favorable
Nor unfavorable (3)
Favorable(4)
Very favorable(5)
Total
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LOYALTY
INTERPRETATION:
1) Loyalty is an important asset to company because these are the constant
customer figures where the company can rely on. From the chart we notice that
55%are very favorable towards the product but still around 36 % of theconsumers are still to be attracted or should be the focus of company to retain
them.
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SATISFACTION
S.NO SATISFACTION1 1
2 2
3 14 1
5 1
6 1
7 1
8 1
9 1
10 2
11 2
12 1
13 2
14 115 2
16 1
17 1
18 1
19 1
20 3
21 2
22 1
23 1
24 1
25 1
26 1
27 2
28 1
29 3
30 1
31 2
32 3
33 3
34 1
35 1
36 3
37 138 1
39 1
40 1
41 3
42 3
43 1
44 1
45 1
46 1
47 3
48 149 1
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50 1
SATISFACTION
SATISFACTION FREQUENCY PERCENTAGE
Satisfied(1) 34 68
Neither Satisfied
Nor unsatisfied (2)
8 16
Not satisfied(3) 8 16
Total 50 100
SATISFACTION
SATISFACTION FREQUENCY
Satisfied(1)
Neither Satisfied Norunsatisfied (2)
Not satisfied(3)
Total
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INTERPRETATION:
1) From the pie chart, we can notice that consumer is satisfied with the product with a domination of
68%.still 32% of population are yet to be focused.
CROSS TABULATION
Usage of the respondents * Gender of the respondents
Gender of the respondentsTotalMale Female
Usage of the
respondentsLight user 16 6 22
Medium user 6 5 11Heavy user 6 11 17
Total 28 22 50
Chi-Square Tests
Value dfAsymp. Sig.
(2-sided)Pearson Chi-Square 5.466(a) 2 .065Likelihood Ratio 5.578 2 .061Linear-by-Linear
Association5.355 1 .021
N of Valid Cases 50
s
INTERPRETATION:
awareness of the respondentsTotalhigh medium low
usage of the
respondentslight user 10 8 4 22
medium user 8 2 1 11heavy user 11 4 2 17
Total 29 14 7 50
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Usage of the respondents * Awareness of the respondents
Chi-Square Tests
Value dfAsymp. Sig.
(2-sided)Pearson Chi-Square 2.715(a) 4 .607Likelihood Ratio 2.747 4 .601Linear-by-Linear
Association1.308 1 .253
N of Valid Cases 50
INTERPRETATION:
1) From the above chi square table ,significant value is 0.607 which is greater
than 0.05.therefore accept null hypothesis we can conclude that there is no
significant association between usage of the respondents and awareness of the
respondents
Usage of the respondents * Intention to buy
intention to buyTotalyes no
usage of the
respondentslight user 15 7 22
medium user 7 4 11heavy user 11 6 17
Total 33 17 50
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Chi-Square Tests
Value df Asymp. Sig.(2-sided)Pearson Chi-Square .087(a) 2 .958Likelihood Ratio .087 2 .957Linear-by-Linear
Association.056 1 .814
N of Valid Cases 50
INTERPRETATION:
1. From the above chi square table, we can state that since significant value is
0.958 which is greater than 0.05, accept null hypothesis and there is nosignificant association between usage of respondents and intention to buy
Gender of the respondents * Awareness of the respondents
awareness of the respondentsTotalhigh medium low
gender of the
respondentsmale 14 9 5 28female 15 5 2 22
Total 29 14 7 50
Chi-Square Tests
Value dfAsymp. Sig.
(2-sided)Pearson Chi-Square 1.769(a) 2 .413Likelihood Ratio 1.800 2 .407Linear-by-Linear
Association1.666 1 .197
N of Valid Cases 50
INTERPRETATION:
1.From the above chi square table we can notice that significant value is 0.413
which is greater than 0.05,accept null hypothesis. Therefore we can state that
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there is no significant association between gender of respondents and awareness
of the respondents
Gender of the respondents * Intention to buy
intention to buyTotalyes no
gender of the
respondentsmale 16 12 28female 17 5 22
Total 33 17 50
Chi-Square Tests
Value dfAsymp. Sig.
(2-sided)Exact Sig.
(2-sided)Exact Sig.
(1-sided)Pearson Chi-Square 2.225(b) 1 .136
Continuity Correction(a) 1.418 1 .234Likelihood Ratio 2.278 1 .131
Fisher's Exact Test .229 .116Linear-by-Linear
Association2.180 1 .140
N of Valid Cases 50
INTERPRETATION:
1.From the above chi square table we can notice that significant value is 0.136
which is greater than 0.05,accept null hypothesis. Therefore we can state that
there is no significant association between gender of respondents and intention
to buy.
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Awareness of the respondents * Intention to buy Crosstabulation
intention to buyTotalyes no
awareness of the
respondentshigh 19 10 29medium 10 4 14low 4 3 7
Total 33 17 50
Chi-Square Tests
Value df Asymp. Sig.(2-sided)Pearson Chi-Square .432(a) 2 .806Likelihood Ratio .429 2 .807Linear-by-Linear
Association.038 1 .845
N of Valid Cases 50
INTERPRETATIOn