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BUYING BHAVIOR

Submitted To:

Submitted By:

H.WAQAS IQBAL

13207

RUKHSANA BHATTI

13212

FARAH HUSAIN

13218

13240

MOAZZAM ALI

13244

TABITA SHAHID

13247

TABLE OF CONTENT:

S.no. Contents

Page no.

1

2

Title page

Introduction

1

2

Research Objective

Research HYPOTHESIS

Term Definition

Methodology

7

8

Questionnaire vs. interview

7

7

10

11

11

13

12

Introduction

Our project is based on consumer buying behavior. Consumer buying behavior is very important

factor in daily life. The consumer buying process is a complex matter as many internal and

external factors have impact on buying decisions of consumers. What influences consumers to

purchase products? To know this answer we have done survey. We took consumer buying

behavior as dependent and price, sale promotion, availability, and brand image as independent

variables. To see their effect we made questionnaire on consumer buying behavior towards

chocolate and filled them by different respondents of Superior University.

process is a complex matter as many internal and external factors have an impact on

the buying decisions of consumers. Consumers do not spend much time thinking

about the purchase of low value products which are bought on impulse. Manufacturers

of such products will need to implement strategies that encourage consumers to buy

on impulse from them instead of their competitors. When consumers purchase high

value products or non impulse products, they often go through a set process.

Basically, promotion is first introduced in the 4Ps of marketing. The four Ps represents

the marketing mix (Product, Price, and Place & Promotion) and the promotional mix

is the important term used to explain the set of tools of the business. This is applied to

achieve benefit of its products and services from its consumer and the followings are

(Advertising, Public relation, Direct marketing, Personal selling and Sales promotion)

On the other hand consumer behavior is another important aspect in the retail business

sector. Consumers are not always normal/simple buyer. There are many aspects

involved in buying decision process. They hold strategic shopping manner at the time

of buying a product or services from a company.

The main aim and objective of this research is How do sales promotion strategies

impact on consumer buying behavior?

Sales promotion has a great impact and influence on consumer buying behavior.

Purchase decision

After the evaluation process consumers will select the product they would like to

purchase. Once product may be a clear winner or the consumer may have to

reprioritize their criteria to help them select a product. The job of the seller is to

ensure that the purchase process is simple and effective. Even at this stage the

purchaser could change their mind and select a competitor product or cancel the

purchase altogether. A long queue, impolite sales staff or complicated sales process

can all dissuade consumers from buying. Even if a consumer buys on this occasion a

negative buying experience could stop them buying in the future. Therefore sellers

need to make the buying process as simple and enjoyable as possible to safeguard this

and future purchases.

Ever have doubts about the product after you purchased it? Research shows that this

feeling is common post purchase behavior. Manufacturers of products clearly want

purchasers to feel proud of their purchase, so that they will purchase from them again

and recommend them to family and friends. It is therefore just as important for

manufacturer's promotions to reassure purchasers, as it is for them to attract new

customers. Promotions should make purchasers feel that they have bought their

product from a strong and reputable organization with "good" products.

Research Model

Sale promotion

Price

Consumer buying

behavior

Availability

Brand Image

Methodology

We made questionnaire by taken 1 dependent and 4 independent variables. Variables

are shown

in the above model. our population is students of Master evening sessions of superior

college kalma chock main campus. We select sample of 50 out 500. With the help of

questionnaire we are able to

know how the buying behavior varies from student to student. With the help of

questionnaire we done analysis we got to know our collected data is significant or not.

Analysis is as follows.

Research Objective:

Our Research objective is to measure how consumer buying behavior to be effected

through internal or external factors. What is the impact of Sale promotion, Price,

Availability and Brand Image effects Consumer Buying Behavior? To answer this

question we done research.

To examine the impact of product on consumer buying behavior

To determine the impact of price of consumer buying behavior

To examine the impact of place of consumer buying behavior

To investigate the impact of promotion on consumer buying behavior

Research HYPOTHESIS

6

HYPOTHESIS # 1

Ho: There is no relationship between product and consumer baying behavior

HYPOTHESIS # 2

Ho: There is no relationship between price and consumer baying behavior

HYPOTHESIS # 3

Ho: There is no relationship between place and consumer baying behavior

HYPOTHESIS # 4

Ho: There is no relationship between promotion and consumer baying behavior

Term Definition

Product

The end result of the manufacturing process, to be offered to the

marketplace to satisfy a need or want.

Price

The sum or amount of money at which a thing is valued, or the

value which a seller sets on his goods in market; that for which

something is bought or sold, or offered for sale

Place

or thing.

Promotion

Generally, promotion is communicating with the public in an attempt

to influence them toward buying your products and/or services.

Buying Behavior is the decision processes and acts of people

involved in buying and using products.

Methodology

We made questionnaire by taken 1 dependent and 4 independent variables.

Variables are shown

in the above model. our population is students of Master evening sessions of superior

college kalma chock main campus. We select sample of 50 out 500. With the help of

questionnaire we are able to

know how the buying behavior varies from student to student. With the help of

questionnaire we done analysis we got to know our collected data is significant or not.

Students will examine primary documents in order to understand the timeline of

events .

Students will use a variety of technological and informational resources such as

libraries, databases, computer networks, and videos to gather and synthesize

information and to create and communicate knowledge.

Students will comprehend, interpret, evaluate, and appreciate texts.

In legal research, secondary sources are concepts with multiple meanings, but their

main role is well-settled. Secondary sources help the researcher find the answer, the

primary sources. How that role is performed depends on many factors, and most

importantly perhaps, their meaning.

Within their broader sense, secondary sources have a more complex supporting

role. They

identify relevant legal scholarship (indexes)

identify legal meanings for Polyphemic concepts (dictionaries), and

identify the correct repositories of law (research guides).

Legal practitioners look at a secondary source in a different way than a nonpractitioner. Secondary sources help them start the legal research process, and may

help them frame a legal argument when they present their clients case in front of a

judge. When practitioners cannot find a binding primary source, then they look for

sources of persuasive authority. Thus, for practitioners, whether attorneys, or law

librarians, secondary sources rarely represent the end of the legal research process. By

their very essence, they are a commentary on specific legal rules, and not the law

itself.

A questionnaire is prepared to meet certain objectives and gather information which

would have been difficult or unviable otherwise. Depending on the format, style and

nature of the questions, a sample questionnaire about a particular topic or issue or a

subject aims distilling the general opinions of the public

To delve deeper into the topic, the case of a questionnaire meant for the purpose of

employing a person for a post can be considered. The questionnaire strictly focuses on

the technical knowhow of the person .Fundamental and advanced concepts of the

concerned person are tested upon.

For example the questionnaire with a primary objective to gauge customer satisfaction

in regards to a specific product or service has a different tone to it. It is crucial in the

manner that viewpoints about upgrading the product design or technology of the

service can be obtained with ease.

Interviews

Reasons for using interviews

Interviews are a useful method to:

feel about a topic and why they hold certain opinions

usefulness of particular library collections and services

planning and resource allocation

feel uncomfortable discussing in a focus group

impersonal data

statistical data.

10

Advantages of interviews

The main advantages of interviews are:

perceptions and opinions

clarified (eg for students with English as a Second Language)

Interpretation of Factor Analysis 1:

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy.

.422

Approx. Chi-Square

13.855

Df

Sig.

.003

The tables show that the value of sig is .003 which is less from the standard value so

item are co-related

11

Compo

nent

Total

% of Variance

Cumulative %

Total

% of Variance

Cumulative %

1.747

58.226

58.226

1.747

58.226

58.226

.718

23.937

82.162

.535

17.838

100.000

Compo

Initial Eigenvalues

nent

Total

% of Variance

Cumulative %

Total

% of Variance

Cumulative %

1.747

58.226

58.226

1.747

58.226

58.226

.718

23.937

82.162

.535

17.838

100.000

12

Component Matrixa

Component

1

My Choice Of A Brand Is

Largely Bassed On The

.817

I Consider Price Factor The

Most While Purchasing The

.717

Choclate.

I Think That The Present

Choices Availabel In

.752

Extraction Method: Principal Component

Analysis.

a.1 components extracted.

In order to confirm the contraction validly we apply factor analysis using PCA

techecnques.KMO and Bartletts test is used to check the sample adequate of data.

It is general rule of thumb that the value of KMO varies Is between 0 and 1 for further

investigation of confirmation of relation among the item of each of the variable,

Bartletts test has be applied.

It is clearly illustration. That the significance value of Bartlett test is less than 0.05 and

KMO value is greater than 0.05 so it can be worth proceeding to go with PCA

analysis.

It is generally stated that only those component of the variable are retained as

principle component. Which have Eigen is equal or greater then 0.1

The above table shows that one principle component which is explaining 58%

variable of data.

The table of rotated or component matrix shows that all the items are supposed to be

loaded into its relative principle component. It is believe that all the terms relative to 2

component should be above 0 .4 and conversely. It cant be loaded with the same

13

value on same component so the above table of relative component matrix clearly

shows that all the terms are loaded having the value greater then 0.40

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy.

.422

Approx. Chi-Square

13.855

Df

Sig.

.003

The tables show that the value of sig is .003 which is less from the standard value so

item are co-related

Total Variance Explained

Rotation Sums of Squared

Comp

Initial Eigenvalues

Loadings

onent Total

% of Variance

Cumulative %

Total

% of Variance

Cumulative %

Total

% of Variance

1.463

48.782

48.782

1.463

48.782

48.782

1.424

47.463

1.058

35.275

84.056

1.058

35.275

84.056

1.098

36.594

.478

15.944

100.000

Component Matrixa

Component

Choclate Every Time.

.877

.085

.318

.910

I Would Preffer To

Switch To Choclates

Of An Other Brand.

I Like To Eat

Choclates Of The

.770

Same Brand.

4.722E

-1

Analysis.

a. 2 components extracted.

14

Component

.806

.355

.017

.964

You Purchase

Sane Choclate

Every Time.

I Would Preffer To

Switch To

Choclates Of An

Other Brand.

I Like To Eat

Choclates Of The

Same Brand.

.879

2.077E1

Extraction Method:

Principal Component

Analysis.

Rotation Method:

Varimax with Kaiser

Normalization.

a. Rotation converged in

3 iterations.

In order to confirm the contraction validly we apply factor analysis using PCA

techecnques.KMO and Bartletts test is used to check the sample adequate of data.

It is general rule of thumb that the value of KMO varies Is between 0 and 1 for further

investigation of confirmation of relation among the item of each of the variable,

Bartletts test has be applied.

It is clearly illustration. That the significance value of Bartlett test is less than 0.05 and

KMO value is greater than 0.05 so it can be worth proceeding to go with PCA

analysis.

It is generally stated that only those component of the variable are retained as

principle component. Which have Eigen is equal or greater then 0.1

The above table shows that one principle component which is explaining 58%

variable of data.

15

The table of rotated or component matrix shows that all the items are supposed to be

loaded into its relative principle component. It is believe that all the terms relative to 2

component should be above 0 .4 and conversely. It cant be loaded with the same

value on same component so the above table of relative component matrix clearly

shows that all the terms are loaded having the value greater then 0.40

Kaiser-Meyer-Olkin Measure of Sampling Adequacy.

.658

Approx. Chi-Square

23.141

Df

Sig.

.000

The tables show that the value of sig is .000 which is less from the standard value so

item are co-related

Total Variance Explained

Initial Eigenvalues

Extraction Sums of Squared Loadings

Component Matrixa

nent

Total

% of Variance

Cumulative %

Total

% of Variance

Cumulative %

Component

1

1.871

62.369

62.369

1.871

62.369

62.369

1

2

.642

21.387

83.755

My Choice Of A Choclate Is

3

.487

16.245

100.000

Affected By The Promotional .742

Extraction Method: Principal

Component Analysis.

Schemes.

Compo

Mentioned Brand's

.825

Advertisement

A Sale Promotion Secheme

Like Rs-2/-Off 10 Grams

Extr, A Canndy Free,Etc.

.800

Decisions

Extraction Method: Principal Component

Analysis.

a. 1 components extracted.

16

Only one component was extracted. The solution cannot be rotated.

In order to confirm the contraction validly we apply factor analysis using PCA

techecnques.KMO and Bartletts test is used to check the sample adequate of data.

It is general rule of thumb that the value of KMO varies Is between 0 and 1 for further

investigation of confirmation of relation among the item of each of the variable,

Bartletts test has be applied.

It is clearly illustration. That the significance value of Bartlett test is less than 0.05 and

KMO value is greater than 0.05 so it can be worth proceeding to go with PCA

analysis.

It is generally stated that only those component of the variable are retained as

principle component. Which have Eigen is equal or greater then 0.1

The above table shows that one principle component which is explaining 58%

variable of data.

The table of rotated or component matrix shows that all the items are supposed to be

loaded into its relative principle component. It is believe that all the terms relative to 2

17

component should be above 0 .4 and conversely. It cant be loaded with the same

value on same component so the above table of relative component matrix clearly

shows that all the terms are loaded having the value greater then 0.40

Kaiser-Meyer-Olkin Measure of Sampling Adequacy.

.658

Approx. Chi-Square

23.141

Df

Sig.

.000

The tables show that the value of sig is .000 which is less from the standard value so

item are co-related

Compo

Initial Eigenvalues

nent

Total

% of Variance

Cumulative %

Total

% of Variance

Cumulative %

1.871

62.369

62.369

1.871

62.369

62.369

.642

21.387

83.755

.487

16.245

100.000

18

Component Matrixa

Component

1

My Choice Of A Choclate Is

Affected By The Promotional .742

Schemes.

I Can Recall The Above

Mentioned Brand's

.825

Advertisement

A Sale Promotion Secheme

Like Rs-2/-Off 10 Grams

Extr, A Canndy Free,Etc.

.800

Decisions

Extraction Method: Principal Component

Analysis.

a. 1 components extracted.

In order to confirm the contraction validly we apply factor analysis using PCA

techecnques.KMO and Bartletts test is used to check the sample adequate of data.

It is general rule of thumb that the value of KMO varies Is between 0 and 1 for further

investigation of confirmation of relation among the item of each of the variable,

Bartletts test has be applied.

It is clearly illustration. That the significance value of Bartlett test is less than 0.05 and

KMO value is greater than 0.05 so it can be worth proceeding to go with PCA

analysis.

It is generally stated that only those component of the variable are retained as

principle component. Which have Eigen is equal or greater then 0.1

19

The above table shows that one principle component which is explaining 58%

variable of data.

The table of rotated or component matrix shows that all the items are supposed to be

loaded into its KMO and Bartlett's Test

relative

principle

component. It

Kaiser-Meyer-Olkin Measure of Sampling Adequacy.

.658

is believe that Bartlett's Test of Sphericity Approx. Chi-Square

all the terms

23.141

relative to 2

component

Df

3

should be

above 0 .4 and

Sig.

.000

conversely. It

cant be

loaded with the same value on same component so the above table of relative

component matrix clearly shows that all the terms are loaded having the value greater

then 0.40

The tables show that the value of sig is .000 which is less from the standard value

so item are co-related

Compo

Initial Eigenvalues

nent

Total

% of Variance

Cumulative %

Total

% of Variance

Cumulative %

1.871

62.369

62.369

1.871

62.369

62.369

.642

21.387

83.755

.487

16.245

100.000

20

Component Matrixa

Component

1

My Choice Of A Choclate Is

Affected By The Promotional .742

Schemes.

I Can Recall The Above

Mentioned Brand's

.825

Advertisement

A Sale Promotion Secheme

Like Rs-2/-Off 10 Grams

Extr, A Canndy Free,Etc.

.800

Decisions

Extraction Method: Principal Component

Analysis.

a. 1 components extracted.

Only one component was extracted. The solution cannot be rotated.

In order to confirm the contraction validly we apply factor analysis using PCA

techecnques.KMO and Bartletts test is used to check the sample adequate of data.

It is general rule of thumb that the value of KMO varies Is between 0 and 1 for further

investigation of confirmation of relation among the item of each of the variable,

Bartletts test has be applied.

It is clearly illustration. That the significance value of Bartlett test is less than 0.05 and

KMO value is greater than 0.05 so it can be worth proceeding to go with PCA

analysis.

21

It is generally stated that only those component of the variable are retained as

principle component. Which have Eigen is equal or greater then 0.1

The above table shows that one principle component which is explaining 58%

variable of data.

The table of rotated or component matrix shows that all the items are supposed to be

loaded into its relative principle component. It is believe that all the terms relative to 2

component should be above 0 .4 and conversely. It cant be loaded with the same

value on same component so the above table of relative component matrix clearly

shows that all the terms are loaded having the value greater then 0.40

Interpretation of co-relation 1:

promotion brand image price and availability on the consumer buying behavior, a corelation was computed. Both variable was approximately normal there is liner relation

between them hence fulfilling the assumptions for Pearsons Co-relation. Thus the

Pearsons r is calculated significant to the relation

And the level of significant is highly show the relationship between the variable.

The positive sign of Pearsons test value shows that there is positive relationship,

which means that consumer buying behavior is highly scores the other

22

Correlations

I WOULD

I PURCHASE SAME

CHOCOLATE EVRY TIME

Pearson Correlation

I PURCHASE

PREFER TO

I LIKE TO EAT

SAME

SWICH

CHOCOLATE

CHOCOLATE

ANOTHER

OF TE SAME

EVRY TIME

BRAND

BRAND

.326*

.458**

.021

.001

50

50

50

.108

Sig. (2-tailed)

N

I WOULD PREFER TO

Pearson Correlation

.326*

Sig. (2-tailed)

.021

N

I LIKE TO EAT CHOCOLATE Pearson Correlation

OF TE SAME BRAND

Sig. (2-tailed)

N

**. Correlation is significant at the 0.01 level (2-tailed).

.454

50

50

50

.458**

.108

.001

.454

50

50

50

23

Interpretation of co-relation 2:

To investigate if there was a statistically significant association between sale

promotion brand image price and availability on the consumer buying behavior, a

co-relation was computed. Both variable was approximately normal there is liner

relation between them hence fulfilling the assumptions for Pearsons Co-relation.

Thus the Pearsons r is calculated significant to the relation

And the level of significant is highly show the relationship between the variable.

The positive sign of Pearsons test value shows that there is positive relationship,

which means that BRAND AMAGE is highly scores the other

Correlations

THE

I THINK THAT

PAPOLARITY

MENTIONEDBR

OF A

THE PAPOLARITY OF A

CHOCOLATE AFFECT MY

BUYING DECISION

Sig. (2-tailed)

AVAILABLE IN THE

THAN THE

AFFECT MY

GIVE ME MORE

OTHER

BUYING

VALUE OF

AVAILABLE IN

DECISION

MONEY

THE MARKET

CHOCOLATE GIVE ME

MENTIONEDBRAND IS

CHOCOLATE

.501**

.395**

.000

.005

50

50

50

.501**

.489**

Sig. (2-tailed)

Pearson Correlation

I THINK THAT

CHOCOLATE

Pearson Correlation

THE BRAND OF

MORE VALUE OF MONEY

N

Pearson Correlation

Sig. (2-tailed)

.000

.000

50

50

50

.395**

.489**

.005

.000

50

50

MARKET

**. Correlation is significant at the 0.01 level (2-tailed).

Interpretation of co-relation 3:

50

24

brand image price and availability on the consumer buying behavior, a co-relation was

computed. Both variable was approximately normal there is liner relation between them

hence fulfilling the assumptions for Pearsons Co-relation. Thus the Pearsons r is

calculated significant to the relation

And the level of significant is highly show the relationship between the variable.

The positive sign of Pearsons test value shows that there is positive relationship, which

means that PRICE is highly scores the other

Correlations

I CONSIDER

MY CHOICE OF PRICE FACTOR

BRAND IS

THE MOST

I THINK THAT

LARGELY

WHILE

PRESENT

MY CHOICE OF BRAND IS

LARGELY BASED ON THE

PRICE OF THAT PRODUCT

I CONSIDER PRICE

PRICE OF THAT

THE

AVAILABLE IN

PRODUCT

CHOCOLATE

CHOCOLATES

Pearson Correlation

CHOICE AVAILABLE IN

CHOCOLATES

.388**

.432**

.005

.002

50

50

50

.388**

.346*

Sig. (2-tailed)

N

Pearson Correlation

PURCHASING THE

N

CHOCOLATE

I THINK THAT PRESENT

CHOICE

Pearson Correlation

Sig. (2-tailed)

N

*. Correlation is significant at the 0.05 level (2-tailed).

Interpretation of co-relation 4:

.005

.014

50

50

50

.432**

.346*

.002

.014

50

50

50

25

brand image price and availability on the consumer buying behavior, a co-relation was

computed. Both variable was approximately normal there is liner relation between them

hence fulfilling the assumptions for Pearsons Co-relation. Thus the Pearsons r is

calculated significant to the relation

And the level of significant is highly show the relationship between the variable.

The positive sign of Pearsons test value shows that there is positive relationship, which

means that AVAILABILITY is highly scores the other

Correlations

MY CHOICE OF

A PRODUCT IS

BASED ON THE

AVAILABLITY

MY CHOICE OF

if my choice of

OF THE

PERTICULAR

PERTICULAR

BRAND IS

availabe in the

MARKET

MY CHOICE OF A

PRODUCT IS BASED ON

THE AVAILABLITY OF THE

PERTICULAR BRAND IN

Pearson Correlation

.456**

.341*

.001

.015

50

50

50

.456**

.596**

Sig. (2-tailed)

N

THE MARKET

MY CHOICE OF

Pearson Correlation

PERTICULAR BRAND IS

Sig. (2-tailed)

tast

not availabe in the shop i will

look for it another shp

Sig. (2-tailed)

N

*. Correlation is significant at the 0.05 level (2-tailed).

.001

.000

50

50

50

.341*

.596**

.015

.000

50

50

50

26

27

Interpretation of co-relation 5:

To investigate if there was a statistically significant association between sale

promotion brand image price and availability on the consumer buying behavior, a

co-relation was computed. Both variable was approximately normal there is liner

relation between them hence fulfilling the assumptions for Pearsons Co-relation.

Thus the Pearsons r is calculated significant to the relation

And the level of significant is highly show the relationship between the variable.

The positive sign of Pearsons test value shows that there is positive relationship,

which means that SALES PROMOTION is highly scores the other

Correlations

I THINK THAT

THE MENTION

my choice of

my choice of chocolate

affected by the promotional

scheme

Pearson Correlation

N

Pearson Correlation

Sig. (2-tailed)

N

MENTION BRAND IS

BETTER THAN THE

OTHERS AVAILABLE IN

chocolate

BETTER THAN

affected by the

aBOVE THE

THE OTHERS

promotional

MENTION

AVAILABLE IN

scheme

BRAND ADV.

THE MARKET

.519**

.421**

.000

.002

50

50

50

.519**

.524**

Sig. (2-tailed)

BRAND IS

Pearson Correlation

Sig. (2-tailed)

.000

.000

50

50

50

.421**

.524**

.002

.000

50

50

THE MARKET

**. Correlation is significant at the 0.01 level (2-tailed).

50

28

B-C

29

C-D

D-E

A-E

30

B-E

C-E

31

D-E

32

Assumptions of Co-relation:

Score on one variable are normally distributed for each other variable and vice versa.

Multiple regressions is used to check the contribution of the independent variable (s) in the

dependent variable if the independent variable are more than one. In this table of multiple

regression conduct the investigate the best prediction of consumer behavior towards SP1, AA1,

BB1, PP1. The mean and standard deviation and inter correlation can be found in table. The

combination of variable to predict CBB1 and SP1 AA1 BB1 and PP1 are highly significant, P

value is .000. The beta coefficient are presented in last table. Note that high grades of CB1 an

others variable highly significant when four variable are included. The adjusted R2 value was = .

476 this include that the 47 % contribution is explained.

Model Summary

Adjusted R

Model

R Square

Square

Estimate

.729a

.532

.476

.70391514

ANOVAb

Model

1

Sum of Squares Df

Mean Square

Sig.

Regression

19.120

4.780

9.647

.000a

Residual

16.847

34

.495

Total

35.967

38

b. Dependent Variable: CB1

33

Coefficientsa

Standardized

Unstandardized Coefficients

Coefficients

Std. Error

Beta

(Constant)

.113

.114

SP1

-.283

.183

PP1

.211

AA1

BB1

Model

1

Sig.

.991

.328

-.306

-1.548

.131

.143

.222

1.483

.147

.648

.129

.702

5.046

.000

.088

.208

.094

.425

.673

Multiple regressions is used to check the contribution of the independent variable (s) in the

dependent variable if the independent variable are more than one. In this table of multiple

regression conduct the investigate the best prediction of consumer behavior towards SP1, AA1,

BB1, PP1. The mean and standard deviation and inter correlation can be found in table. The

combination of variable to predict CBB1 and SP1 AA1 BB1 and PP1 are highly significant, P

value is .033. The beta coefficient are presented in last table. Note that high grades of CB1 an

others variable highly significant when four variable are included. The adjusted R2 value was = .

172 this include that the 17 % contribution is explained.

Model Summary

Adjusted R

Model

R Square

Square

Estimate

.509a

.259

.172

.97653074

34

ANOVAb

Model

1

Sum of Squares Df

Mean Square

Sig.

Regression

11.321

2.830

2.968

.033a

Residual

32.423

34

.954

Total

43.744

38

b. Dependent Variable: CB2

Coefficientsa

Standardized

Unstandardized Coefficients

Coefficients

Std. Error

Beta

(Constant)

-.144

.158

SP1

.296

.253

PP1

.146

AA1

BB1

Model

1

Sig.

-.914

.367

.291

1.169

.250

.198

.139

.740

.465

-.148

.178

-.146

-.832

.411

.222

.288

.214

.771

.446

Interpretation of T- test:

The first table, Group Statistics shows that descriptive statistics for the two groups (male

and female) separately. Note that means within each of the three pairs look somewhat

different. The might be due chance, so we will check the t test in the next table.

Group Statistics

What is your

CB1

Gender

Mean

Std. Deviation

Male

33

.0162206

1.00140205

.17432172

Female

15

.0049445

1.05321724

.27193952

35

The second table , independent sample test provide two statistical test. The left columns of

number are the Levenes test for the assumptions that the variable of the two groups are equal.

This is not the t test its only the assesses an assumption. If the F test is not significant (as in the

case of the CB1, CB2) the assumption is not violated, and one uses the Equal variance assumed

line for the t test and related statics. However if the Levenes test F is statistically significant (sig

< .05) as true for visualization then variance are significant different and the assumption of equal

variance is violated. In that case, the Equal variance not assumption line used: and SSPS

adjusted T df and sig. The appropriate lines are circle.

Thus for the visualization, the appropriate t=.35 df is (degree of freedom) =46 P=.888 .This t

test is statistical significant so based on examination the means, we can that the CB1 score highly

insignificant and there is different between the variable and we accept the H1 and rejected H0

36

Levene's Test for Equality of

Variances

Sig.

(2-

F

CB1

Sig.

Df

tailed Mean

Std. Error

Difference

Difference

Lower

Equal

-.62647750

varian

-.65275140

upper

.64902961

ces

assu

.020

.888

.036

46

.972

.01127605

.31683390

.67530351

med

.62647750

-.65275140

Con

clusi

on:

Equal

.035

25.953 .972

.01127605

.32301574

E-1

varian

ces

not

assu

med

Discussion:

From the above interpretation we can say that there is difference between CB1 and the

SP1, AA1, PP1score of male and female so we accept H1.

Conclusion:

37

In the end we conclude that there is a positive relationship between products, price,

place, promotion and consumer buying behavior.

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