1、CAD3125/1/2013Professor SorucoShiyu LouConsumer Report for GodivaI. IntroductionI conducted a survey on campus at University of Miami with the purpose to test brand attitude and product usage of college students toward a chocolate brand, called Godiva. In order to enroll random sample for the survey
2、, I sent out 20 of my survey questionnaires to students who were sitting or taking a break on campus randomly, and the other 20 questionnaires to students who are studying in the library randomly. The survey questionnaire includes fourteen questions focusing on demographics of respondents, brand loy
3、alty and product usage of Godiva. I conducted the survey on campus on Wednesday and in the library on Sunday afternoon. In total, there are forty participants, of whom 15 are males and 25 are females. The age range is from 18 to 26. Among forty participants, four are graduate students and 36 are und
4、ergraduate students. The survey is to test and analyze brand loyalty and attitudes toward chocolate brands including Godiva, and product usage of Godiva among college students, especially females. II. Responses62774015.067.517.5100.00 10 20 30 40 50 60 70 80 90 10018-20Valid21-2324-26TotalPercentFre
5、quencyFigure 1: What is your age?Number of percent/peopleAgeFrom Figure 1, we can see that 67.5% of participants age 21 to 23, which contributes the majority of respondents. People age from 18 to 20 and 24-26 occupy similar percentage. 18224045.055.0100.00 10 20 30 40 50 60 70 80 90 100MaleValidFema
6、leTotalPercentFrequencyFigure 2: What is your gender?Number of percent/peopleGender2717122405.017.542.530.05.0100.00 10 20 30 40 50 60 70 80 90 100FreshmanValidSophomoreJuniorSeniorGraduateTotalPercentFrequencyFigure 3: What college year are you in now?Number of percent/peopleCollegeyear11810114027.
7、520.025.027.5100.00 10 20 30 40 50 60 70 80 90 100WhiteValidBlack or AfricanAmericanHispanicsAsian or AsianAmericanTotalPercentFrequencyFigure 4: What is your race?Number of percent/peopleRace62010314015.050.025.07.52.5100.0Strongly AgreeValidAgreeNeither Agree Nor DisagreeDisagreeStrongly DisagreeT
8、otalPercent FrequencyFigure 5: Brand has a great influence on you when you purchasechocolates.7201034017.550.025.07.5100.0Strongly AgreeValidAgreeNeither Agree NorDisagreeDisagreeTotalPercent FrequencyFigure 6: You are likely to switch to another brand when you get boredwith the same brands.81611540
9、20.040.027.512.5100.0Strongly AgreeValidAgreeNeither Agree NorDisagreeDisagreeTotalPercent FrequencyFigure 7: You will recommend Godivas products to others.1019924025.047.522.55.0100.0Strongly AgreeValidAgreeNeither Agree NorDisagreeDisagreeTotalPercent FrequencyFigure 8: You want to purchase Godiva
10、 again after the last time youbought Godiva.822914020.055.022.52.5100.0Strongly AgreeValidAgreeNeither Agree NorDisagreeDisagreeTotalPercent FrequencyFigure 9: Overall, you are satisfied with the purchase you made withGodiva.11167514027.540.017.512.52.5100.0Strongly AgreeValidAgreeNeither Agree NorD
11、isagreeDisagreeStrongly DisagreeTotalPercent FrequencyFigure 10: You consume chocolates once a month or more than once.91112714022.527.530.017.52.5100.0Strongly AgreeValidAgreeNeither Agree NorDisagreeDisagreeStrongly DisagreeTotalPercent FrequencyFigure 11: You buy Godiva for yourself more than buy
12、ing as gifts forothers.2815123405.020.037.530.07.5100.0Strongly AgreeValidAgreeNeither Agree NorDisagreeDisagreeStrongly DisagreeTotalPercent FrequencyFigure 12: You are familiar with Godivas products and services.III. AnalysisTable 9: What is your race? * Brand has a great influence on you when you
13、 purchase chocolates.CrosstabBrand has a great influence on you when you purchase chocolates.Strongly Agree AgreeNeither Agree Nor Disagree DisagreeStrongly Disagree TotalCount 3 5 3 0 0 11White% of Total 7.5% 12.5% 7.5% .0% .0% 27.5%Count 0 4 1 2 1 8Black % of Total .0% 10.0% 2.5% 5.0% 2.5% 20.0%Co
14、unt 0 8 2 0 0 10Hispanics% of Total .0% 20.0% 5.0% .0% .0% 25.0%Count 3 3 4 1 0 11Asian% of Total 7.5% 7.5% 10.0% 2.5% .0% 27.5%Count 6 20 10 3 1 40Total% of Total 15.0% 50.0% 25.0% 7.5% 2.5% 100.0%From Table 19, none of White people disagree with the statement “Brand has a great influence on you wh
15、en you purchase chocolates.” It indicates that among eleven white students, eight consider brand as important while buying chocolates. The other three people dont deny the importance of brand. For Black students, brand Chi-Square TestsValue df Asymp. Sig. (2-sided)Pearson Chi-Square 17.961a 12 .117L
16、ikelihood Ratio 19.764 12 .072Linear-by-Linear Association .030 1 .862N of Valid Cases 40a. 17 cells (85.0%) have expected count less than 5. The minimum expected count is .20.Table 10: What is your race? * You are likely to switch to another brand when you get bored with the same brands.CrosstabBra
17、nd has a great influence on you when you purchase chocolates.Strongly Agree AgreeNeither Agree Nor Disagree DisagreeStrongly Disagree TotalCount 1 4 4 2 0 11White% of Total 2.5% 10.0% 10.0% 5.0% .0% 27.5%Count 3 3 1 1 0 8Black % of Total 7.5% 7.5% 2.5% 2.5% .0% 20.0%Count 1 9 0 0 0 10Hispanics% of T
18、otal 2.5% 22.5% 0.0% .0% .0% 25.0%Count 2 4 5 0 0 11Asian% of Total 5.0% 10.0% 12.5% 0.0% .0% 27.5%Count 7 20 10 3 0 40Total% of Total 17.5% 50.0% 25.0% 7.5% 2.5% 100.0%Chi-Square TestsValue df Asymp. Sig. (2-sided)Pearson Chi-Square 15.790a 9 .071Likelihood Ratio 18.209 9 .033Linear-by-Linear Assoc
19、iation 1.211 1 .271N of Valid Cases 40a. 13 cells (81.3%) have expected count less than 5. The minimum expected count is .60.Table 11: What is your race? * You will recommend Godivas products to others.CrosstabYou will recommend Godivas products to others.Strongly Agree AgreeNeither Agree Nor Disagr
20、ee DisagreeStrongly Disagree TotalCount 3 5 1 2 0 11White% of Total 7.5% 12.5% 2.5% 5.0% .0% 27.5%Count 2 3 3 0 0 8Black % of Total 5.0% 7.5% 7.5% 5.0% .0% 20.0%Count 1 7 2 0 0 10Hispanics% of Total 2.5% 17.5% 5.0% .0% .0% 25.0%Count 4 4 3 0 0 11Asian% of Total 10.0% 10.0% 7.5% .0% .0% 27.5%Count 10
21、 19 9 2 1 40Total% of Total 25.0% 47.5% 22.5% 5.5% .0% 100.0%Chi-Square TestsValue df Asymp. Sig. (2-sided)Pearson Chi-Square 9.524a 9 .390Likelihood Ratio 10.988 9 .277Linear-by-Linear Association .098 1 .754N of Valid Cases 40a. 16 cells (100.0%) have expected count less than 5. The minimum expect
22、ed count is1.00.Table 12: What is your race? * You want to purchase Godiva again after the last time you bought Godiva.CrosstabYou want to purchase Godiva again after the last time you bought Godiva.Strongly Agree AgreeNeither Agree Nor Disagree DisagreeStrongly Disagree TotalCount 2 6 5 1 0 11White
23、% of Total 5.0% 15.0% 5.0% 2.5% .0% 27.5%Count 1 7 0 0 0 8Black % of Total 2.5% 17.5% 0.0% 0.0% .0% 20.0%Count 0 8 2 0 0 10Hispanics% of Total 2.5% 7.5% 15.0% .0% .0% 25.0%Count 4 3 4 1 0 11Asian% of Total 10.0% 15.0% 2.5% .0% .0% 27.5%Count 8 22 9 1 0 40Total% of Total 20.0% 55.0% 22.5% 2.5% .0% 10
24、0.0%Chi-Square TestsValue df Asymp. Sig. (2-sided)Pearson Chi-Square 10.113a 9 .341Likelihood Ratio 10.219 9 .333Linear-by-Linear Association .565 1 .452N of Valid Cases 40a. 14 cells (87.5%) have expected count less than 5. The minimum expected count is .40.Table 13: What is your race? * Overall, y
25、ou are satisfied with the purchase you made with Godiva.CrosstabOverall, you are satisfied with the purchase you made with Godiva.Strongly Agree AgreeNeither Agree Nor Disagree DisagreeStrongly Disagree TotalWhite Count 2 6 2 1 0 11% of Total 5.0% 15.0% 5.0% 5.0% .0% 27.5%Count 1 7 0 0 0 8Black % of
26、 Total 2.5% 17.5% .0% .0% .0% 20.0%Count 1 3 6 0 0 10Hispanics% of Total 2.5% 7.5% 15.0% .0% .0% 25.0%Count 4 6 1 0 0 11Asian% of Total 10.0% 15.0% 2.5% .0% .0% 27.5%Count 8 22 9 1 1 40Total% of Total 15.0% 55.0% 22.5% 2.5% .0% 100.0%Chi-Square TestsValue df Asymp. Sig. (2-sided)Pearson Chi-Square 1
27、6.546a 9 .056Likelihood Ratio 16.427 9 .058Linear-by-Linear Association .728 1 .394N of Valid Cases 40a. 13 cells (81.3%) have expected count less than 5. The minimum expected count is .20.Table 14: What is your race? * You consume chocolates once a month or more than once.CrosstabYou buy Godiva for
28、 yourself more than buying as gifts for others.Strongly Agree AgreeNeither Agree Nor Disagree DisagreeStrongly Disagree TotalCount 2 4 1 4 0 11White% of Total 5.0% 10.0% 2.5% 10.0% .0% 27.5%Count 2 2 3 0 1 8Black % of Total 5.0% 5.0% 7.5% .0% 2.5% 20.0%Count 3 3 3 1 0 10Hispanics% of Total 7.5% 7.5%
29、 7.5% 2.5% .0% 25.0%Count 4 3 0 0 0 11Asian% of Total 10.0% 17.5% .0% .0% .0% 27.5%Count 11 16 7 5 1 40Total% of Total 27.5% 40.0% 17.5% 12.5% 2.5% 100.0%Chi-Square TestsValue df Asymp. Sig. (2-sided)Pearson Chi-Square 19.502a 12 .077Likelihood Ratio 20.665 12 .056Linear-by-Linear Association 5.047
30、1 .025N of Valid Cases 40a. 20 cells (100.0%) have expected count less than 5. The minimum expected count is .20.Table 15: What is your race? * You buy Godiva for yourself more than buying as gifts for others.CrosstabYou buy Godiva for yourself more than buying as gifts for others.Strongly Agree Agr
31、eeNeither Agree Nor Disagree DisagreeStrongly Disagree TotalCount 2 4 4 1 0 11White% of Total 5.0% 10.0% 10.0% 2.5% .0% 27.5%Count 3 0 2 2 1 8Black % of Total 7.5% .0% 5.0% 5.0% 2.5% 20.0%Count 1 3 3 3 0 10Hispanics% of Total 2.5% 7.5% 7.5% 7.5% .0% 25.0%Count 3 4 3 1 0 11Asian% of Total 7.5% 10.0%
32、70.5% 2.5% .0% 27.5%Count 9 11 12 7 1 40Total% of Total 22.5% 27.5% 30.0% 17.5% 2.5% 100.0%Chi-Square TestsValue df Asymp. Sig. (2-sided)Pearson Chi-Square 10.830a 12 .544Likelihood Ratio 12.235 12 .427Linear-by-Linear Association .094 1 .759N of Valid Cases 40Chi-Square TestsValue df Asymp. Sig. (2
33、-sided)Pearson Chi-Square 10.830a 12 .544Likelihood Ratio 12.235 12 .427Linear-by-Linear Association .094 1 .759N of Valid Cases 40a. 20 cells (100.0%) have expected count less than 5. The minimum expected count is .20.Table 16: What is your race? * You are familiar with Godivas products and service
34、s.CrosstabYou are familiar with Godivas products and services.Strongly Agree AgreeNeither Agree Nor Disagree DisagreeStrongly Disagree TotalCount 0 3 3 5 0 11White% of Total .0% 7.5% 7.5% 12.5% .0% 27.5%Count 1 0 3 4 0 8Black % of Total 2.5% .0% 7.5% 10.0% .0% 20.0%Count 0 2 3 2 3 10Hispanics% of To
35、tal .0% 5.0% 7.5% 5.0% 7.5% 25.0%Count 1 3 6 1 0 11Asian% of Total 2.5% 7.5% 15.0% 2.5% .0% 27.5%Count 2 8 15 12 3 40Total% of Total 5.0% 20.0% 37.5% 30.0% 7.5% 100.0%Chi-Square TestsValue df Asymp. Sig. (2-sided)Pearson Chi-Square 18.688a 12 .096Likelihood Ratio 20.547 12 .057Linear-by-Linear Assoc
36、iation .945 1 .331N of Valid Cases 40a. 20 cells (85.0%) have expected count less than 5. The minimum expected count is .40.ReliabilityTable 17: Case Processing SummaryN %Cases Valid 40 100.0Excludeda 0 .0Total 40 100.0a. Listwise deletion based on all variables in the procedure.Table 18: Reliabilit
37、y StatisticsCronbachs Alpha N of Items.403 8Cronbachs Alpha is calculated from eight questions that test brand loyalty and product usage. According to Table 18, the value of Cronbachs Alpha, 0.403, is less than 0.7. We can conclude the scale of the survey does not meet the statistical requirement fo
38、r scalability. Thus, results of this survey are not reliable.IV. AppendixTable 1 Brand has a great influence on you when you purchase chocolates.Frequency Percent Valid PercentCumulative PercentStrongly Agree 6 15.0 15.0 15.0Agree 20 50.0 50.0 65.0Neither Agree Nor Disagree 10 25.0 25.0 90.0Disagree
39、 3 7.5 7.5 97.5Strongly Disagree 1 2.5 2.5 100.0ValidTotal 40 100.0 100.0Table 2 You are likely to switch to another brand when you get bored with the same brands.Frequency PercentValid PercentCumulative PercentStrongly Agree 7 17.5 17.5 17.5Agree 20 50.0 50.0 67.5Neither Agree Nor Disagree10 25.0 2
40、5.0 92.5Disagree 3 7.5 7.5 100.0ValidTotal 40 100.0 100.0Table 3 You will recommend Godivas products to others.Frequency PercentValid PercentCumulative PercentStrongly Agree 8 20.0 20.0 20.0Agree 16 40.0 40.0 60.0Neither Agree Nor Disagree11 27.5 27.5 87.5Disagree 5 12.5 12.5 100.0ValidTotal 40 100.
41、0 100.0Table 4 You want to purchase Godiva again after the last time you bought Godiva.Frequency PercentValid PercentCumulative PercentStrongly Agree 10 25.0 25.0 25.0Agree 19 47.5 47.5 72.5Neither Agree Nor Disagree9 22.5 22.5 95.0Disagree 2 5.0 5.0 100.0ValidTotal 40 100.0 100.0Table 5 Overall, yo
42、u are satisfied with the purchase you made with Godiva.Frequency PercentValid PercentCumulative PercentStrongly Agree 8 20.0 20.0 20.0Agree 22 55.0 55.0 75.0Neither Agree Nor Disagree9 22.5 22.5 97.5Disagree 1 2.5 2.5 100.0ValidTotal 40 100.0 100.0Table 6 You consume chocolates once a month or more
43、than once.Frequency PercentValid PercentCumulative PercentStrongly Agree 11 27.5 27.5 27.5ValidAgree 16 40.0 40.0 67.5Neither Agree Nor Disagree7 17.5 17.5 85.0Disagree 5 12.5 12.5 97.5Strongly Disagree 1 2.5 2.5 100.0Total 40 100.0 100.0Table 7 You buy Godiva for yourself more than buying as gifts
44、for others.Frequency PercentValid PercentCumulative PercentStrongly Agree 9 22.5 22.5 22.5Agree 11 27.5 27.5 50.0Neither Agree Nor Disagree12 30.0 30.0 80.0Disagree 7 17.5 17.5 97.5Strongly Disagree 1 2.5 2.5 100.0ValidTotal 40 100.0 100.0Table 8 You are familiar with Godivas products and services.Frequency PercentValid PercentCumulative PercentStrongly Agree 2 5.0 5.0 5.0Agree 8 20.0 20.0 25.0Neither Agree Nor Disagree15 37.5 37.5 62.5Disagree 12 30.0 30.0 92.5Strongly Disagree 3 7.5 7.5 100.0ValidTotal 40 100.0 100.0
