Objective: Identify the different characteristics of the consumer with respect to the study (FD)

Justification: (We will use frequency distribution n all the 6 parameters, because all of them are on
nominal scale)
age_new

Frequency Percent Valid Percent Cumulative Percent

Valid Younger Age 806 55.6 55.6 55.6
Middle Age
409 28.2 28.2 83.8
Older Age
235 16.2 16.2 100.0
Total
1450 100.0 100.0

Analysis: From the frequency distribution we observe that out of 1450 consumers maximum 806 that is 56% belongs
to the younger age group. The minimum 235 that is 16% belongs to the older age group

Objective: Identify the relationship/association between the number of times the consumer prefers fast food wrt to the
age, gender, income, occupation

Justification: We will use cross tabulation for the above objective because the parameter no of times and all the
demographics are on nominal scale.
Numberoftimes * age_new Crosstabulation

age_new Total
Younger Age Middle Age Older Age
Numberoftimes Low Count 318 136 101 555
% of Total 32.1% 13.7% 10.2% 56.0%
Med Count 216 141 69 426
% of Total 21.8% 14.2% 7.0% 43.0%
Heavy Count 5 4 1 10
% of Total .5% .4% .1% 1.0%
Total Count 539 281 171 991

% of Total
54.4% 28.4% 17.3% 100.0%

Out of 1450 consumers, maximum 555 belong to the low usage users, 56%. Out of this 318, belong to
the younger age group and 101 belong to the older age group. The minimum 426 consumers are the
medium users, out of that 426 consumers 216 consumers comes under the younger age group and the
minimum 69 consumers are in older age group.

Objective: identify the most and least preferred restaurant used by the consumer
Justification: Q91: Rank order analysis is applicable only on ordinal scale, SPSS doesn’t directly rank
order, we have to make an excel sheet for the same

Restauran 1 2 3 4 5 6 7 8 9 10 Rank No of Perce

ts Order Consume nt
Analysis rs
Arby 2 5 10 16 53 60 12 13 10 53 4206 569 739%
3 9 8
Burger 6 10 24 59 96 15 21 18 10 72 6399 928 690%
King 6 4 8 3
Macd 12 33 54 89 13 15 24 22 12 68 7521 1143 658%
8 7 4 7 1
Subway 3 4 11 24 55 93 15 21 19 15 7133 917 778%
9 8 7 3
Wendy 4 9 10 22 68 98 20 24 17 11 7159 947 756%
1 4 8 3

Rank Order Analysis our scale is moving from negative to positive so the maximum value of rank order
will be the most preferred, so Subway is the most preferred restaurant by the consumers. The minimum
value of the rank order will be the least preferred according to that Macdonald is the least preferred
restaurant with respect to the fast food considered by the consumers.

Objective: (One Sample Test: Interval Scale, Licard Scale)

Identify the favorable and unfavorable perception of the consumers for the 4 attributes of question
number 14.

Justification: Use one sample test because q14 attributes are on interval scale. One sample test is
applicable only on interval and ratio scale. (Center value becomes the assumption)

H0: There is no significant difference in the average perception with respect to 3(H0: U=3)

H1: There is a significant difference in the average perception with respect neither agree nor disagree
and U!= 3

Now the data is primary so we will use 95% confidence interval. So the level of significance is 0.05% and
our assumptions are two sided so we compare the results with alpha/2 that is 0.025%

P- Dec(alpha/
Hypothesi valu 2) always
Factor s e by H0
H0a : U=3
I try to stay current on the latest health and nutrition H1a : U!
information =3 0 Reject
H0b : U=3
H1b : U!
I read nutritional labels on most products I buy =3 0 Reject
 H0c : U=3
I am making more of an effort to find out about the H1c : U!
nutritional content of the foods I eat at fast food restaurants =3 0 Reject
H0d : U=3
I consider the amount of fat in the foods I eat at fast food H1d : U!
restaurants =3 0 Reject

From one sample test we observe that 95 % confidence interval, the p value for all the attributes is less
than alpha/2. That is 0.025 so we rejected null hypothesis and we accepted alternative hypothesis. So it
means there is a significant difference in the average perception so further to identify the favorable and
unfavorable we will refer one sample statistics table.

N Mean
3.35183
I try to stay current on the latest health and nutrition information 1441 9
3.34537
I read nutritional labels on most products I buy 1439 9
I am making more of an effort to find out about the nutritional 3.22214
content of the foods I eat at fast food restaurants 1436 5
I consider the amount of fat in the foods I eat at fast food restaurants 1439 3.23697

From one sample statistics table we observe that the average perception is greater than 3 so the
consumers are having the positive or favorable perception on the 4 attributes that is

 I try to stay current on the latest health and nutrition information

 I read nutritional labels on most products I buy
 I am making more of an effort to find out about the nutritional content of the foods I eat at fast
food restaurants
 I consider the amount of fat in the foods I eat at fast food restaurants
(Above everything is for 2 sided)

For one sided alpha will be 0.05 and second table will not come. That is while making decision instead of
0.025 we compare with 0.05

H0 : U<=3

H1 : U >3

When secondary data is there and hypothesis is 2 sided U=0 or not =0

Otherwise greater than or less than

CL for secondary data is 99% and we don’t do second table for it.