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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.



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.



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


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


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


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

Documents

Rm Assign 03