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Profile of the Respondents

Table 1.1
Frequency and Percentage Distribution of the
Respondents in terms of Age

Frequency Percent

18 years old and below 165 46.2

19-25 years old 191 53.5

26-40 years old 1 .3

Total 357 100.0

Table 1.2
Frequency and Percentage Distribution of the
Respondents in terms of Gender

Frequency Percent

Male 189 52.9

Female 168 47.1

Total 357 100.0


Table 1.3
Frequency and Percentage Distribution of the
Respondents in terms of Educational Status

Frequency Percent

College 190 53.2

Senior Highschool 167 46.8

Total 357 100.0

Table 1.4
Frequency and Percentage Distribution of the
Respondents in terms of Phone Brand of the Respondents

Frequency Percent

Oppo 148 41.5

Iphone 108 30.3

Others 101 28.3

Total 357 100.0


Table 1.5
Frequency and Percentage Distribution of the
Respondents in terms of Monthly Allowance of the Respondents

Frequency Percent

1000 and below 113 31.7

1001-3000 161 45.1

3001-5000 44 12.3

5001-7000 19 5.3

7001-10000 7 2.0

10000 and above 13 3.6

Total 357 100.0

Assessment

Table 2.1
Respondent’s Assessment on the brand personality of smartphone (Iphone/Oppo) users

What characteristics would you associate with your Brand (iPhone/


Oppo)? MEAN VERBAL DESCRIPTION
Down-to-earth (family oriented, small-town) 2.2381 Disagree
Honest (sincere, real) 1.9020 Disagree
Wholesome (original) 1.8263 Strongly Disagree
Cheerful (sentimental, friendly) 1.8992 Disagree
Daring (trendy, exciting) 1.9468 Disagree
Spirited (cool, young) 1.9328 Disagree
Imaginative (unique) 1.9412 Disagree
Up-to-date (independent, contemporary) 1.9300 Disagree
Reliable (hard-working, secure) 1.9272 Disagree
Intelligent (technical, corporate) 1.9692 Disagree
Successful (leader, confident) 2.0672 Disagree
Upper class (glamorous, good looking) 1.9944 Disagree
Charming (feminine, smooth) 2.0504 Disagree
Outdoorsy (masculine, Western) 2.1261 Disagree
Tough (rugged) 2.1092 Disagree
Grand Mean 1.9907 Disagree

Table 2.2
Respondent’s Assessment on how the personality of the users affects the brand of
smartphone affects the personality of the users

What do you think about your brand (iPhone/Oppo) and? and


how the brand of your smartphone affects your personality?
MEAN VERBAL DESCRIPTION
I am very interested in what others think about this brand 2.0000 Disagree
When someone praises this brand, it feels like a personal Disagree
2.1092
compliment
This brand’s successes are my successes 2.0924 Disagree
I can identify myself with the brand 2.1849 Disagree
When someone criticizes the brand, it feels like a personal insult 2.1821 Disagree
The products of this brand make me feel safe 2.0896 Disagree
I trust the quality of the products of this brand 1.9356 Disagree
This brand is sincere towards its consumers 1.9524 Disagree
This brand is honest towards its clients 2.0280 Disagree
I think that this brand is always looking to improve its products to Disagree
1.9664
better satisfy the consumer needs 1.9748 Disagree
I like this brand more than other brands in the same product Disagree
2.0280
category
I prefer this brand over other brands in the same product category Disagree
2.0532
Grand Mean Disagree
2.0459
4. Is there a significant difference between the brand personality of smartphone (Iphone/Oppo)
users?

p-
Indicators Age Mean f value Decision Remarks
value
18 years old and 2.0707
below
Associate with Failed to Not
19-25 years old
1.491 .223
your brand 1.9204 Reject Ho Significant
26-40 years old 2.2000
18 years old and 2.1221
Smartphone below
Failed to Not
affects your 19-25 years old
.042 .837
1.9770 Reject Ho Significant
personality
26-40 years old 2.6154
18 years old and 3.9410
Consider when below
Failed to Not
buying 19-25 years old
.312 .577
4.0743 Reject Ho Significant
smartphone
26-40 years old 2.3636

t p
Indicators Sex Mean Decision Remarks
value value

Associate with Male 2.0310


1.230 .219 Failed to Reject Ho Not Significant
your brand Female 1.9452

Smartphone Male 2.0533 Failed to Reject Ho


affects your .205 .838 Not Significant
Female 2.0375
personality
Consider when Male 4.0380 Failed to Reject Ho
buying .556 .579 Not Significant
Female 3.9740
smartphone
Education
Indicators Mean t value p value Decision Remarks
Status

Associate College 1.9596


Failed to Reject Not
with your Senior 2.0259 -.940 .348
Ho Significant
brand highschool

Smartphone College 1.9713


affects your Senior 2.1308 -2.065 .040 Reject Ho Significant
personality highschool

Consider College 3.9995


Not
when buying Senior 4.0174 -2.065 .875 Failed to Reject Significant
smartphone highschool Ho

p-
Indicators Phone Brand Mean f value Decision Remarks
value
Associate with Oppo 1.9982 13.304 .000
your brand
iPhone 1.7642
Smartphone Reject Ho Significant
2.2218
affects your
Others
personality

Oppo 1.9907 10.918 .000


Consider when iPhone 1.9839 Reject Ho Significant
buying
1.8803
smartphone Others

Oppo 2.3138 11.602 .000


Associate with
iPhone 2.0459 Reject Ho Significant
your brand
Others 4.1265

Indicators Age Mean f value p- Decision Remarks


value

13-14 years old 2.2090

15-16 years old 2.4031

Solving 17-18 years old 1.4444


3.600 .031 Reject Ho Significant
Problems

13-14 years old 2.1469


15-16 years old 2.1085
17-18 years old 2.0000 Failed to Not
Shapes .084 .920
Reject Ho Significant

13-14 years old 2.0791


15-16 years old 1.9922
17-18 years old 1.2222 Failed to Not
Formula 2.415 .094
Reject Ho Significant

Hypothesis:
There is no significant difference between the brand personality of smartphone (Iphone/Oppo)
users.