1

FACTORS AFFECT ON CONSUMER

BUYING BHAVIOR
Submitted To:

Miss: Khansa Iram

Submitted By:

H.WAQAS IQBAL

13207

RUKHSANA BHATTI

13212

FARAH HUSAIN

13218

ALI HASAN RIZVI

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

Role of primary and secondary source

Questionnaire vs. interview

7
7

Interpretation of Factor Analysis 1:

10

Interpretation of Factor Analysis 2:

11

11

Interpretation of Factor Analysis 3:

13

12

Interpretation of Factor Analysis 4:

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.

What influences consumers to purchase products or services? The consumer buying

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.

Post Purchase Behavior

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

H1: There is a relationship between product and consumer baying behavior

Ho: There is no relationship between product and consumer baying behavior
HYPOTHESIS # 2

H1: There is a relationship between price and consumer baying behavior

Ho: There is no relationship between price and consumer baying behavior
HYPOTHESIS # 3

H1: There is a relationship between place and consumer baying behavior

Ho: There is no relationship between place and consumer baying behavior
HYPOTHESIS # 4

H1: There is a relationship between promotion and consumer baying behavior

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

The particular portion of space occupied by or allocated to a person

or thing.

Promotion
Generally, promotion is communicating with the public in an attempt
to influence them toward buying your products and/or services.

Consumer buying behavior:

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.

Role of primary source:

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.

Role of secondary source:

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.

Questionnaire vs. interview

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.

Other varieties of questionnaire have importance with an altogether different frame.

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:

investigate issues in an in depth way

discover how individuals think and

feel about a topic and why they hold certain opinions

investigate the use, effectiveness and

usefulness of particular library collections and services

inform decision making, strategic

planning and resource allocation

sensitive topics which people may

feel uncomfortable discussing in a focus group

add a human dimension to

impersonal data

deepen understanding and explain

statistical data.

10

Advantages of interviews
The main advantages of interviews are:

they are useful to obtain detailed information about personal feelings,

perceptions and opinions

they allow more detailed questions to be asked

they usually achieve a high response rate

respondents' own words are recorded

ambiguities can be clarified and incomplete answers followed up

precise wording can be tailored to respondent and precise meaning of questions

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

interviewees are not influenced by others in the group

some interviewees may be less self-conscious in a one-to-one situation.

Interpretation of Factor Analysis 1:
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy.

.422

Bartlett's Test of Sphericity

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

Total Variance Explained

Compo

Initial Eigen values

Extraction Sums of Squared Loadings

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

Extraction Method: Principal Component Analysis.

Total Variance Explained

Compo

Initial Eigenvalues

Extraction Sums of Squared Loadings

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

Extraction Method: Principal Component Analysis.

12

Component Matrixa
Component
1
My Choice Of A Brand Is
Largely Bassed On The

.817

Price Of That Project.

I Consider Price Factor The
Most While Purchasing The

.717

Choclate.
I Think That The Present
Choices Availabel In

.752

Choclates Are Costly.

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

Bartlett's Test of Sphericity

Approx. Chi-Square

13.855

Df

Sig.

.003

Interpretation of Factor Analysis 2:

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

Extraction Sums of Squared Loadings

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

Extraction Method: Principal Component Analysis.

Component Matrixa
Component

You Purchase Sane

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

Extraction Method: Principal Component

Analysis.
a. 2 components extracted.

14

Rotated Component Matrixa

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

Interpretation of Factor Analysis 3:

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy.

.658

Bartlett's Test of Sphericity

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

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

Would Affect My Purchase

Decisions
Extraction Method: Principal Component
Analysis.
a. 1 components extracted.

16

Rotated Component Matrixes

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

Interpretation of Factor Analysis 4:

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy.

.658

Bartlett's Test of Sphericity

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

Compo

Initial Eigenvalues

Extraction Sums of Squared Loadings

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

Extraction Method: Principal Component Analysis.

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

Would Affect My Purchase

Decisions
Extraction Method: Principal Component
Analysis.
a. 1 components extracted.

Rotated Component Matrixa

a. 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

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

Interpretation Factor Analysis 5:

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

Compo

Initial Eigenvalues

Extraction Sums of Squared Loadings

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

Extraction Method: Principal Component Analysis.

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

Would Affect My Purchase

Decisions
Extraction Method: Principal Component
Analysis.
a. 1 components extracted.

Rotated Component Matrixes

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:

To investigate if there was a statistically significant association between sale

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*

SWICH ANOTHER BRAND

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 0.05 level (2-tailed).

**. 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)

BETTER THAN THE OTHER

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

THE BRAND OF AND IS BETTER

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

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 PRICE is highly scores the other

Correlations
I CONSIDER
MY CHOICE OF PRICE FACTOR
BRAND IS

THE MOST

I THINK THAT

LARGELY

WHILE

PRESENT

BASED ON THE PURCHASING

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

FACTOR THE MOST WHILE Sig. (2-tailed)

PURCHASING THE
N
CHOCOLATE
I THINK THAT PRESENT

CHOICE

Pearson Correlation
Sig. (2-tailed)
N

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

*. 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

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 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

chocolate are not

PERTICULAR

BRAND IS

availabe in the

BRAND IN THE MAINLYly due to

MARKET
MY CHOICE OF A
PRODUCT IS BASED ON
THE AVAILABLITY OF THE
PERTICULAR BRAND IN

Pearson Correlation

shop i will look

the unique tast for it another shp

.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)

MAINLYly due to the unique

tast

if my choice of chocolate are Pearson Correlation

not availabe in the shop i will
look for it another shp

Sig. (2-tailed)
N

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

*. 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

MENTION BRAND ADV.

Sig. (2-tailed)
N

MENTION BRAND IS
BETTER THAN THE
OTHERS AVAILABLE IN

chocolate

i can recall the

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)

i can recall the aBOVE THE

I THINK THAT THE

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

Interpretation of SCATTER PLOT:

32

Assumptions of Co-relation:

Two variables have liner relation.

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

Outliers (i-e extreme scores) can be big effect on the correlation.

Interpretation of regression when CB1 as dependent:

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

Std. Error of the

Model

R Square

Square

Estimate

.729a

.532

.476

.70391514

a. Predictors: (Constant), BB1, AA1, PP1, SP1

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

a. Predictors: (Constant), BB1, AA1, PP1, SP1

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

a. Dependent Variable: CB1

Interpretation of regression when CB2 as dependent:

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

Std. Error of the

Model

R Square

Square

Estimate

.509a

.259

.172

.97653074

a. Predictors: (Constant), BB1, AA1, PP1, SP1

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

a. Predictors: (Constant), BB1, AA1, PP1, SP1

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

a. Dependent Variable: CB2

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

Std. Error Mean

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

Independent Samples Test

Levene's Test for Equality of
Variances

t-test for Equality of Means

Sig.

95% Confidence Interval of th

(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.