Chapter IV Data Analysis
4.1 Sample Structure
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Chapter 4 Data Analysis
4.1 Sample Structure
The online survey of the study was administered on the my3q.com website from April 26 to May 13, 2012. 492 samples were collected. After ruling out the missing data, only 465 samples are valid. The response rate for the valid questionnaire is 94.51%. The valid data were analyzed by SPSS 17.0.
A general demographic profile of the respondents was provided in the questionnaire on gender, age, level of education, occupation, marital status, personal monthly income, and residential area (see Table 4-1-1). For a specific understanding of respondents' habits of consumption, question items for the inquiry of their purchase channel and the frequency of their purchase are listed (see Table 4-1-2).
Gender
The samples in the study shows that females are the majority, which accounted for 89.9%, while males are only accounted for 10.1%.
Age
Among 465 samples, group under 25 is the majority with the most accumulated percentage of 40.6%. Group 26 to 30 is the second largest plurality by accounting for 38.8 %. The amount of percentage of other groups including 31 to 35 (4.5%), 36 to 40 (4.3%), 46 to 50 (4.1%), and above 51 (4.5%) are close to one and another. The group with the least amount falls into 41 to 45 year-old respondents, of which is 3.2%.
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Level of Education
Shown in the table, group "university/college" and group "master" are nearly as many as each other, with 39.5% and 38.7% of total amount respectively. Group senior high accounted for 21.7%. Other than the above ones only accounted for 0.1%.
Occupation
With the most accumulated percentage of 35.3%, students were the majority of the respondents. Respondents who answered "others" (which are other than the listed occupations) were the second largest group, which accounted for 26.4%. Group service industry had a considerable proportion with percentage of 19.5%.
Marital Status
Most respondents in the study are single, accounting for 93.9% of all. While only 6.1%
of respondents are married.
Personal Monthly Income
The great majority falls into both group 20,001 to 30,000 NTD and group under 20,000 NTD, which accounted for 36.1% and 35.7% respectively. With the accumulated percentage of 13.1, group 30,001 to 40,000 NTD is the third place among all groups.
Group 40,001 to 50,000 NTD and group 50,001 to 60,000 NTD accounted for 9.3%
and 3.2% respectively. The least amount of the group falls in group above 60,001 NTD with only 2.6%.
Residential Area
Being inquired for the residential area, most respondents categorized themselves as people who live in Northern Taiwan, with 81.4%. The second largest group is Southern Taiwan, accounting for 15.6%. Respondents from other area are relatively few; there is
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2.8% of them came from Central Taiwan. Only 0.1% came from Eastern Taiwan and Outlying islands.
Table 4-1-1: Descriptive Analysis of Demographics
Frequency Percentage （%）
University/College 184 39.5
Master 177 38.7
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30,001 to 40,000 NTD 61 13.1
40,001 to 50,000 NTD 43 9.3
50,001 to 60,000 NTD 15 3.2
Above 60,001 NTD 12 2.6
Residential Area
Northern Taiwan 377 81.4
Central Taiwan 12 2.8
Southern Taiwan 72 15.6
Eastern Taiwan 3 0.1
Outlying islands 1 0.1
Others 0 0
Aside from the demographic data, consumers’ using experiences are investigated in the questionnaire as well. Numbers and details are shown as follows:
Purchase Channel
The results of the answers for the question item “which channel do you purchase Brand’s InnerShine beauty drinks” are summarized as follows: According to the data, most respondents went to physical stores to buy the products, for the 69.2% of all had such experiences. Those who have purchased Brand’s InnerShine beauty drinks in online stores only accounted for 18.7%. There is also 12.1% of all have shopped for the products in both physical and online stores.
Purchase Frequency
The results of the answers for the question item “how frequent do you purchase Brand’s InnerShine beauty drinks” are precisely shown in the below table. With the most accumulated percentage of 44.6, respondents who haven’t been purchased the products within a year are the majority. Respondents who have been purchased the products “once a month,” “once per three months” and “once per six months”
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accounted for 15.9%, 16.1%, and 13.3% respectively. Group “once a year” is 6.9%.
With the least proportion, group “once a week” accounted for only 3.2%.
Table 4-1-2: Descriptive Analysis of Consumers’ Using Experiences
Frequency Percentage （%）
Purchase Channel Physical stores
（e.g. over-the-counter stores, convenience stores, shopping malls, supermarket, Brand’s chain stores）
322 69.2
Online stores（e.g. auction websites, Brand’s official website）
87 18.7
All of the above 56 12.1
Purchase Frequency
Once a week 15 3.2
Once a month 74 15.9
Once per three months 75 16.1
Once per six months 62 13.3
Once a year 32 6.9
Less than once within a year 207 44.6
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After being ruled out the missing data, the valid data of the questionnaire will be firstly subjected to descriptive analysis. Mean and standard deviations of each variable (brand image, perceived value, customer satisfaction, and customer loyalty) is analyzed and displayed in order.
1. Brand Image
There are 18 question items in brand image construct. The mean of each item ranges 3.68 to 5.23, and the standard deviation ranges 0.832 to 1.416. The highest mean occurs in the item no. 14 “Compared with other brands of functional drinks, Brand’s is a trust-worthy brand” (5.23); while the lowest mean occurs in the item no. 10 “Drinking Brand’s InnerShine beauty drinks makes more attractive to the opposite sex due to the prettier appearance” (3.68). Means and standard deviations in each item are described in Table 4-2-1 as follows:
Table 4-2-1: Frequency Distribution of Question Items in Brand Image
Question Items M Order S.D.
14. Compared with other brands of functional drinks, Brand’s is a trust-worthy brand. 5.23
1 0.832
17. Brand’s is a reliable brand due to its long history. 5.23 2 0.975
18. Due to the higher market share of beauty drinks, Brand’s is a trust-worthy brand. 5.13
3 1.009
15. The brand image of Brand’s is associated with the concept of heath. 5.13
3 1.009
16. Brand’s is a reliable brand due to its several national authentications. 5.1
4 0.996
5. Drinking Brand’s InnerShine beauty drinks makes me a good complexion. 4.68
5 1.148
4. Brand’s InnerShine beauty drinks make my skin healthier. 4.65
6 1.003
3. The product of Brand’s InnerShine beauty drinks is reliable due to its natural
ingredients additive. 4.55 7 1.043
12. The fancy packing of Brand’s InnerShine beauty drinks facilitates me to purchase
them. 4.52 8 1.105
1. Brand’s InnerShine beauty drinks help beautify my skin. 4.42
9 1.041