Brand Measurement Report

8/14/2019 Brand Measurement Report

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REPORT ON:

Establish After marketing

Develop Event Marketing and Sponsorship

Consumer Perception

Suggestion for Improving Current Position

On the basis of

Using survey questioner through SUNLITE brand

user in Bangladesh.

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LETTER OF TRANSMITTAL

15Th December 2008Mohammad Nazmul Huq

Assistant Professor

Department of Business Administration

Stamford University Bangladesh

Subject: Report on survey the present situation or condition of SUNLITE brand for

establishing Aftermarketing, Event Marketing and Sponsorship in Bangladesh, as a part of

academic activities, to complete our survey.

Dear Sir,

We are pleased to submit this report on survey the present situation or condition of

SUNLITE brand for establishing aftermarketing, event marketing and sponsorship in

Bangladesh for particular fulfillment of BBA Degree.

We honestly believe that this research program gives us an opportunity to know about how

to establishing aftermarketing, event marketing and sponsorship, consumer perception

suggestion for improving current position in Bangladesh and fulfill the requirements of the

assignment for BBA. We have given our cordial effort to accomplish and furnished this

report with applicable information which has been collect from our target market by

through survey questioner,

We appreciate having this assignment and would like to mention for your kind

consideration that there might be some errors & mistakes of our limitation knowledge. We

hope that you will forgive us considering that we are still learner and still process of

learning.

Sincerely,

Signature:-

01. Md. Rashed Ahmed, BBA 02707165

02. Ashek Mahmud Ashkary BBA 02707176 .

03. Md.Tarikul Islam BBA02707119 ....

04. Ms. Mukshuda Akhter BBA02707244 .

05. Md. Rajibul Islam BBA02707 129 .

Department of Science in Business Administration. Batch: 27(B)

Stamford University Bangladesh.

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LETTER OF AUTHORIZATION

15Th December 2008Mohammad Nazmul Huq

Assistant Professor


Stamford University Bangladesh

Subject: Letter of authorization.

This is certify that the group of Rashed Ahmed, Ashek Mahmud Ashkary, Md.Tarikul

Islam, Ms. Mukshuda Akter , Md. Rajibul Islam student of Stamford University Bangladesh

has Successfully completed the research report from 05-11-08 to 15-12-08 on survey the

present situation or condition of SUNLITE brand for establishing aftermarketing, event

marketing and sponsorship and consumer perception, suggestion for improving current position in Bangladesh. I believe during prepare of there report they have acquired

particular knowledge about battery sector, and that will improve there ability, increase

knowledge and enhance efficiency as well as experience of that sector.

I completely satisfied to there overall performance, and I wish every success in there

future life.

Signature:

.

Mohammad Nazmul Huq

Assistant Professor


Stamford University Bangladesh.

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ACKNOWLEDGEMENT

We could not possibly thank all of those people who have contributed valuable time of

themselves directly or indirectly in preparing this report successfully.

Our heartiest gratitude to our guide teacher Mohammad Nazmul Huq Assistant Professor

Department of Business Administration, Stamford University Bangladesh, whose

enthusiastic guidance and critical command during the entire phase of study, and valuable

suggestions to prepare this report.

We are also grateful about all Respondents who fulfilled our questioner and give us

information with an excellent cooperation and cordial behave.

We are also grateful to our group members and also our all classmate most valuable

cooperation, inspiration and suggestions.

This performance will be helpful in our practical life, at the same time it will improve our

ability, increase our knowledge and enhance our efficiency as well as experience. It also

introduces us with wide range of research, which done by organization to take decision

about the organization product or services.

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TABLE OF CONTENTS

TITLE PAGE- P: 1

LETTER OF TRANSMITTAL- P: 2LETTER OF AUTHORIZATION: 3

ACKNOWLEDGEMENT- P: 4

TABLE OF CONTENTS- P: 5

LIST OF TABLES & LIST OF EXHIBITS - P: 6

LIST OF GRAPHS - P: 7

EXECUTIVE SUMMARY- P: 8

No Heading Page No.

A OBJECTIVE OF THIS RESEARCH 9

B PROBLEM IDENTIFICATION 10

C APPROACH TO THE PROBLEM 11

D RESEARCH DESIGN 12-13

E DATA ANALYSIS AND INTERPRETATION 14

F INTRODUCTION 15

G GRAPHS 16-24 & 28

H TABLE 25

I FACTOR ANALYSIS- SPSS OUTPUT 26-29

J DISCRIMINANT - SPSS OUTPUT 30-35

K RESULTS AND CONCLUSION 36-37

L LIMITATIONS OF THE STUDY 38-39

M EXIBITS 40-46

N TOTAL SPSS INPUT 47- Above (1-18)

O

P

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LIST OF TABLES

No Heading Page

A TABLE:-1 25

B Factor SPSS output 26-27-28

C Discriminant SSPS output 30-31-32-33-34

LIST OF EXHIBITS

No Heading Page

A Survey Question 40-41-42

B Total SPSS input-Likertscale

44-47

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LIST OF GRAPHS

No Heading Page

A Male and female of 210 respondents. 16

B Income level of 210 respondents. 17

C ISP using by respondents. 18

D Frequent of internet use by respondents. 19

E Respondents category. 20

F Billing system of respondents. 21

G Spending time of respondents by using internet. 22

H Spending time of respondents by using internet. 23

I Bad affect on young generations. 24

J Total Eigenvalues 28

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EXECUTIVE SUMMARY

This dissertation research report highlights on our practical experience on establishing

aftermarketing, event marketing and sponsorship, consumer perception suggestion for

improving current position in Bangladesh for SUNLITE brand. During our short working

period, we tried to gather information from our target respondent as we are dealing with

filed label by the help survey questioner to 75 respondents. But some respondent does not

want to provide adequate time for fulfillment the questioner.

To complete this report, we have gained practical knowledge about various types of

battery users preference and its implementation opinion about this sector. For example,such as responsibility of useless battery for company, durability of battery, child labor of

battery industry and the advantage and disadvantage that we get from battery industry of

Bangladesh.

In this way, we are getting knowledge not only this sector, but also the implementation

opinion of some factors in battery industry in the Bangladesh.

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OBJECTIVE OF THIS RESEARCH

We can gain knowledge about the marketing research and how it conducting by the

organization? As following aspects of research we can learn from this study:

To obtain the idea about how to make survey questions.

To get proper idea or experience how to conduct a report and how to make decision

about particular product or service, depend on interpreting consumer responds.

To get the knowledge about battery sector. To get the idea about different types of battery that is used by the different people in

different area.

To get the idea about who are wide user of battery.

To get the idea about the present performance of battery in Bangladeshi market.

We can know the limitations and strength and weakness of the battery from different

respondents or users.

We get different types of opinion about battery industry, such as responsibility of

useless battery, durability of battery, and child of battery industry.

We get an opportunity to communicate with mass people.

We also get idea about brand that are more favorable and the reasons.

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PROBLEM IDENTIFICATION

Problem Definition

The determination of the problem definition is divided into two divisions. One is the

background of the problem, which represents the evolution of the definition of the problem

and how/why this appropriate and specific subject has be chosen to conduct the study and the

second portion concludes the formal definition of the problem.

Background and an approach to the problem

This research report is for observing the present situation of a particular brand and

understanding of the people thinking and their desirability in mind of people of Bangladesh.

The objective of the research is to determine, locate and verify the brand awareness of the

consumer and the reason of their choosing brand and what more they expect from the brand

in Bangladesh.

Also, this has been observed by our course teacher that there are several brands operating

their business in the country. This has increased the choices among the existing and potential

consumers. Moreover, the reason of diversification among the several brands amongnumerous numbers of people should be find out, and this must need a research and a study to

predict the conclusion.

Besides, some pre-determined factors are considered to affect consumers preference level.

But there might be more underlying basis on which the level of preference by a consumer

changes, or be stable.

Another study is done in this same research to find out the choice, preference, durability,

price, packaging and other factor examining by the consumer related to the purchase of a

particular brand.

Statement of the problem

The formal definition of the problem is:

To find out the preference level of consumer about the brand and establishing an After

marketing and developing Event marketing.

Identify the various factors of choosing brand by the consumer and their expectation

from the brand.

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APPROACH TO THE PROBLEM

As it is a descriptive research, we were determined to define the problem. For the report

the first approach was to obtain data from the respondent, which is related to perception or

preferences perception data, which may be direct or derived.

In direct approach to gathering perception data the respondent were asked to judge how

similar or dissimilar the various answer of the question or stimuli area, using their own

criteria. Respondent were often requested to rate all possible answer in terms of similarity

on a likert scale. And all of the data were referred to as similarity judgment. Respondent

were also asked to rank-order all of the possible pair from the most similar to lest similar.

In another method the respondent were asked to rank-order with in order to their

preference label.

In direct approach the similarity judgments are obtained, rating of the habit on researcher

supplied attribute. After providing direct similarity or preference data, the respondent were

requested to indicate the criteria they used in making their evaluations.

The objectives and characteristics of the habit are used as an aid in interpreting the result.

The out put or result of the research are the interpreted by examining the coordinates andrelative positions of the answer.

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RESEARCH DESIGN

TYPE OF RESEARCH DESIGN

While, the problem definition part was not disclosed to the researcher and before conducting

the research, the problem was well established and defined to the researchers, an exploratory

research was no longer required conducting the research. Rather a conclusive research

process and design method was followed to construct the research designing procedure.

INFORMATION NEEDS

The survey was based on direct asking to the individual for knowing the reason of choosing

brand of battery. For performing the specific task, we needed to develop a questioner on the

basis of different characteristic of respondent. To classified the respondent characteristic the

questioner has been developed depend on Age, Using reason, Profession, Pricing, Profession,

Purchasing habit, and different type of opinion about brand of battery.

DATA COLLECTION FROM PRIMARY SOURCES

Because of the characteristics of the research methodology and other asking discussed latter

in this reports, the data was collected directly from the respondent through a established

questioner. Moreover there have not been done any specific research on this particular

problem. Only this is the why the research has been conducted on the basis of collecting

primary data.

The data for this research had been gathered from 75 chosen respondent among 150

respondents. For collecting the information 5 competent fieldworker does a great job

effectively and efficiently with a view to prepare helpful report.

DATA COLLECTION FROM SECODARY SOURCES

Though this is a report about the behavior and awareness of the consumer within the brand.

So secondary data might be important, and helpful to prepare the report. But it is not certain

that the human characteristic will remain unchanged. Because of the reason and to avoid the

unexpected mistakes, no secondary data is used to prepare this report.

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QUESTIONNAIRE DEVELOPMENT

For developing the questioner in the survey, the sample number was 75. Among which 72%are Male respondents and 28% were Female respondents. The questionnaire contains 30

close ended questions, starting with the questions associated with the very basic information

about the respondent. After step by step we design all questions based on factual questions,

performance level, brand preference, pricing, duration, packaging, purchasing rate, and the

rest of the questions contain rating the most or to choose respondents favorable option

among the several options provided in the questionnaire.

Later also by the help of SPSS the factor and discriminant analysis has been done for each of

these questions to determine the actual and most discriminant factors which is responsible for

the specific choice behind the customers preference.

SAMPLING TECHNIQUES

As the number of the sample was directed by the course teacher (Mohammad Nazmul Huq

Assistant Professor, Department of Business Administration, Stamford University

Bangladesh) the sample number was previously determined. The sampling procedure was

followed as the samples are chosen as the nearby located and mostly available people around

our living place and different area. In the procedure of choosing sample, 77 percent were

taken from the urban area, and rest were taken from out side of the urban area. Therespondents were chosen from the urban were mostly employed, highly qualified, and young-

aged persons. These persons were expected to provide thoughtful, un-biased responses which

provide less-error.

Each individuals of the group have chosen 30 respondents by following the above mentioned

methods. All the five group members were engaged in collecting information through

questioner. So a more diversified opinion were estimated to be collected.

FIELDWORK

It was lovely to think that we are going to be a part of a research. But when we go for field

work, it was not an easy task; we faced lots of problem. Such as respondent was not

willing to give their time. But we have given our cordial effort to accomplish and

furnished this report with applicable information which has been collect from our target

sample by through survey questioner.

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DATA ANALYSIS

AND

INTERPRETATION

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INTRODUCTION

In the survey, the sample number was 75. Among which 50% are Male respondents and

25% were Female respondents. The questionnaire contains 30 close ended questions,starting with the questions associated with the very basic information about the respondent.

After step by step we design all questions based on factual questions, performance level,

current cell usages, and the rest of the questions contain rating the most or to choose

respondents favorable option among the several options provided in the questionnaire.

The following are the data which was obtain from the study and followed by their

interpretation.

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AGE OF THE RESPONDENT

0

5

10

15

20

25

30

35

40

45

50

1st 2nd 3rd 4th

above 35

26-30 years

21-25 years16-20 years

FIGURE: - 1: AGE OF THE RESPONDENT

From the figure: 1 we can find that the respondent number is 5 whose age are above 35

year. On the other hand who is in between 26-30 their number are 13 and most remarkably

responded are those people whose age are In between 21-25. Also 12 people are in our

sample group who are in between 16-20 year.

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MALE AND FEMALE RESPONDENTS

0%

10%

20%

30%

40%

50%

60%

70%

80%

Male Female

Male

Female

Graph: - 2 : Percentage of Male and female respondents.

In the above graph shows the total respondents is 100% and category male are 72% and

female are 28%.

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REASON FOR CHOOSING BRAND

1st2nd 3rd 4th

0

5

10

15

2025

30

35

40

45

DurabilityLow Price

Well pakaging

Convenient

Graph: - 2 : Reason for choosing brand.

In the above graph shows category of reason for choosing brand that are divided into fourtypes. The four categories are durability which found 42 respondents, in the second category

is low price which was found 12 respondents, third category is well packaging which found 6

respondents and finally convenient category was found 13 respondents.

BRAND CHOOSING BY RESPONDENT

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0

5

10

15

20

25

30

35

4045

1st

Qtr

2nd

Qtr

3rd

Qtr

4th

Qtr

5th

Qtr

National

Sony

555Olyampic

Sunlite

Graph: - 4 : Brand choosing by respondents.

Here, 43 respondents use the Sunlite battery, 7 respondents are using Olyampic battery, 3 ofthe respondents use 555 brand, 17 respondents uses sony battery, and 5 respondent use

National battery from total 75 respondents.

MONTHLY PURCHASE RATE

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43

23

7

2

1st

2nd

3rd

4th

20-above

10-19 battery

5-10 battery

1-4 battery

Graph: - 5 : Monthly purchase rate of battery.

In the above graph shows category ofmonthly purchase rate of battery of the respondent aredivided into four categories. The four category are firstly 1-4 battery purchase 43

respondents, secondly 5-10battery purchase 23 respondents, thirdly 11-19 battery purchase 7

respondents and finally 20 above battery purchase 2 respondent.

PROFESSION OF RESPONDENT

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53

6

11

1

4

0 10 20 30 40 50 60

1st

2nd

3rd

4th

5th

Student Service Busines s Worker hows e wife

Graph: - 6 : Respondents category.

In the above graph shows category of the respondents profession including student,

service, business, worker and housewife etc. in the five categories student found 53

respondents; in the second category is service person, which was found 6 respondent, business men, where found 11 respondents, worker found 1 respondent, and finally

housewife found 4 respondents.

PREFERABLE SIZE OF RESPONDENT

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0

5

10

15

20

25

30

35

40

1st 2nd 3rd

AA Size

AAA size

Regular Size

Graph: - 7 : Preferable size of respondents.

In the above graph shows category of preferable size of respondents for using battery that

are divided into three categories. The three categories are AA size, which found 36

respondents; in the second category is AAA size, which was found 13 respondent and,

finally monthly, where found 26 respondents.

PREFER MAKING PURCHASE FROM

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0

10

20

30

40

50

60

1st 2nd 3rd

Local Office

Shopping Mall

Small retail

store

Graph: - 8 : PREFER MAKING PURCHASE FROM

In the above graph shows category of respondents that he or she prefer to make purchase

from local office 6 respondent among 75 respondent, 17 respondents prefer from shopping

mall and the rest of the respondent prefer from small retail store.

REASON FOR PURCHASE BATTERY

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17

27

10

3

18

0 5 10 15 20 25 30

1st

2nd

3rd

4th

5th

Kids Toy Wall Clock Torch light Radio Other

Graph: - 9 :REASON FOR PURCHASE BATTERY.

In the above graph shows category of reason for purchasing battery of the respondent are

divided into five categories. The five categories are searching kids toy, wall clock, torch

light, radio, and other. In the 1st category, which found 17 respondents; in the second

category, which was found 27 respondents and, thirdly torch light, where found 10

respondents, fourthly radio, which found 3 respondent, and finally found 18 respondent.

TYPE OF BATTERY PREFER BY

RESPONDENTS

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0

5

10

15

20

25

30

35

40

Singel Usage 39

Rechareable 31

Auto rechareab le 5

1st 2nd 3rd

Graph: - 10 : Type of battery prefer selected by respondent.

The above graph is showing that the 39 respondent among 75 respondents prefer single

usage battery; when 31 respondents prefer rechargeable battery agree. At the same time

the 5 respondent keep themselves to prefer on auto rechargeable battery.

TABLE: - 1

SOME IMPORTANT OPINION BY

RESPONDENT

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NO Opinion about battery industry sector by respondent.

A Price should be reasonable and flexible.

B Duration of the battery should increase.

C Quality of packaging must increase.

D Child labors have to prohibit in battery industry.

E Company must be take responsibility for saving environment pollution.

F Advertisements should be relevant to the battery performance or quality.

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TOTALSPSS

OUTPUT

FACTOR ANALYSIS

Here,

In the survey, the sample number was 75 and we want determine the factor analysis. Here

we choose most ten factors to determine which one is most important for growing up and

establishing after marketing, develop even marketing and suggestion for improving current

position. We denote the ten factor as an A1 (Duration), A2 (Price), A3 (Packaging), A4

(Satisfaction), A5 (performance), A6 (Area), A7 (Brandmatter), A8 (Childlabor), A9 (Cause

of human diseases) and A10 (Advertisement). The scale is selected 1 to 10, where:

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Agree 7

Strongly Agree 8

Neutral 4

Disagree 6

Strongly Disagree 5

Factor Analysis

Descriptive Statistics

Mean Std. Deviation Analysis N

Duration 6.49 .950 75

Price 6.35 1.236 75

Packaging 5.67 1.528 75

Satisfaction 5.53 1.398 75

performance 5.44 1.130 75

Area5.88 1.115 75Brandmatter 7.12 1.115 75

Childlabor 7.53 1.018 75

diseases 7.51 .828 75

Advertis 6.27 1.329 75

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Correlation Matrix

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling

Adequacy. .673

Bartlett's Test ofSphericity

Approx. Chi-Square 93.267

df 45

Sig. .000

Total Variance Explained

Component Initial Eigenvalues(a)

Extraction Sums of SquaredLoadings Rotation Sums of Squared Loadings

Total% of

VarianceCumulativ

e % Total% of

VarianceCumulativ

e % Total% of

VarianceCumulative

%

Raw 1 3.450 24.704 24.704 3.450 24.704 24.704 2.997 21.458 21.458

2 2.566 18.370 43.074 2.566 18.370 43.074 2.559 18.325 39.7833 1.905 13.638 56.712 1.905 13.638 56.712 2.364 16.929 56.712

4 1.282 9.182 65.894

5 1.248 8.940 74.834

6 .968 6.933 81.767

7 .794 5.688 87.455

8 .648 4.642 92.097

9 .586 4.194 96.291

10 .518 3.709 100.000

Rescaled

13.450 24.704 24.704 2.417 24.168 24.168 2.155 21.552 21.552

2 2.566 18.370 43.074 1.383 13.829 37.998 1.621 16.210 37.762

3 1.905 13.638 56.712 1.064 10.636 48.634 1.087 10.871 48.634

4 1.282 9.182 65.894

5 1.248 8.940 74.834

6 .968 6.933 81.767

7 .794 5.688 87.455

8 .648 4.642 92.097

9 .586 4.194 96.291

10 .518 3.709 100.000

Extraction Method: Principal Component Analysis.a When analyzing a covariance matrix, the initial eigenvalues are the same across the raw and rescaled

solution.

29

Duration Price Packaging Satisfaction

performanc

e Area

Brandmatt

er Childlabor diseases Advertis

Cor

relat

ion

Duration

1.000 .405 .152 .298 .336 .274 .045 -.164 -.202 .312

Price .405 1.000 .184 .165 .383 .364 .048 -.203 -.174 .198

Packaging .152 .184 1.000 .021 -.125 .040 .048 .020 -.153 .198

Satisfaction .298 .165 .021 1.000 .260 .154 .071 -.364 -.050 -.041

performance .336 .383 -.125 .260 1.000 .171 .000 -.242 -.054 .128

Area .274 .364 .040 .154 .171 1.000 .066 -.098 -.211 .314

Brandmatter .045 .048 .048 .071 .000 .066 1.000 .062 .065 -.031

Childlabor -.164 -.203 .020 -.364 -.242 -.098 .062 1.000 -.052 .043

diseases -.202 -.174 -.153 -.050 -.054 -.211 .065 -.052 1.000 -.174

Advertis .312 .198 .198 -.041 .128 .314 -.031 .043 -.174 1.000


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1 2 3 4 5 6 7 8 9 10

Component Number

0.5

1.0

1.5

2.0

2.5

Eigenvalue

Scree Plot

Component Matrix(a)

a 3 components extracted.

Rotated Component Matrix(a)

Component

1 2 3

Duration .556 .461 .122

Price .540 .462 .115

Packaging.437 -.198 .419

Satisfaction -.022 .701 .182

performance .207 .665 -.160

Area .573 .253 .075

Brandmatter -.098 .058 .888

Childlabor .106 -.700 .093

diseases -.582 .076 .132

Advertis .708 -.074 -.033

Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.a Rotation converged in 4 iterations.

Total Variance Explained

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Component

Rotation Sums of Squared Loadings

Total % of Variance Cumulative %

1 2.025 20.247 20.247

2 1.968 19.680 39.927

31.084 10.837 50.764

Extraction Method: Principal Component Analysis.

Component Transformation Matrix

Component 1 2 3

1 .726 .680 .103

2 .670 -.733 .115

3 -.154 .015 .988

Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.

Component Score Coefficient Matrix

Component

1 2 3

Duration .226 .174 .073

Price .218 .176 .067

Packaging .234 -.173 .367

Satisfaction -.118 .382 .161

performance .030 .336 -.172

Area .266 .058 .030

Brandmatter -.115 .031 .832

Childlabor .146 -.397 .091

diseases -.329 .119 .157

Advertis .389 -.136 -.073

Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser NormalizatiComponent Score Covariance Matrix

Component 1 2 3

1 1.000 .000 .000

2 .000 1.000 .000

3 .000 .000 1.000

Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.

INTERPRETATION

The number of factors was to be determined by the help of SPSS. But prior to the input or

obtaining of the data, the number of the factors were predicted by the researchers to be ten.

The priorly determined to be obtainable factors with higher variance were, A1 (Duration) and

A2 (Price) of sunlite battery industry.

In the table of total varience explained the first two components have the highest values.

Component 1 has the value of, 24.704 and component 2 has the value of 18.370. So, the first

two variables or the first two components have the highest values. And those are the factual

factors which mostly affect the growing up sunlite brand industry.

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EIGENVALUES

1 2 3 4 5 6 7 8 9 10

0

0.5

1

1.5

2

2.5

3

3.5

Advertise

Diseasses

Childlabor

Brandmatter

Area

Performance

Satisfaction

Packaging

Price

Duration

Figure: Total Eigenvalues.

Here, The SPSS output of factor analysis Shows the eigenvalues that first one is 3.450 which

denoted as duration, second one is 2.566 which denoted as price, third one is 1.905 which

denoted as packaging, forth one is 1.282 which denoted as satisfaction, fifth one is 1.248which denoted as performance, sixth one is .968 which represent area, seventh one is .794

which denoted as brand matter, eight one is .648 that denoted as child labor, ninth one is .586

which denoted as diseases and finally tenth one is .548 which denoted as advertisement.

DISCRIMINANT

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Here,

In the survey, the sample number was 75 and we want determine the discriminant. Here we

choose most ten factors to determine which one is mostly discriminant in sunlite battary

industry. We denote the ten factor as an A1 (Duration), A2 (Price), A3 (Packaging), A4

(Satisfaction), A5 (performance), A6 (Area), A7 (Brandmatter), A8 (Childlabor), A9 (Causeof human diseases) and A10 (Advertisement). The scale is selected 1 to 10, where:

Discriminant

Analysis Case Processing Summary

Unweighted Cases N Percent

Valid 75 100.0

Excluded Missing or out-of-range group codes 0 .0

At least onemissingdiscriminatingvariable

0 .0

Both missing orout-of-range groupcodes and at leastone missingdiscriminatingvariable

0 .0

Total 0 .0

Total 75 100.0

Group Statistics

Price Mean Std. Deviation

Valid N (listwise)

Unweighted Weighted

4 Duration 6.13 1.356 8 8.000

Packaging 4.88 1.356 8 8.000

Satisfaction 5.38 1.506 8 8.000

performance 4.88 .991 8 8.000

Area 5.75 1.035 8 8.000

Brandmatter 6.00 1.690 8 8.000

Childlabor 7.63 1.061 8 8.000

diseases 7.75 .463 8 8.000

Advertis 5.88 1.356 8 8.000

5 Duration 6.00 .447 11 11.000

Packaging 4.82 1.250 11 11.000

Satisfaction 5.18 .874 11 11.000

performance 5.27 .647 11 11.000

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Area 5.09 .539 11 11.000

Brandmatter 7.64 .505 11 11.000

Childlabor 7.73 .905 11 11.000

diseases 7.82 .405 11 11.000

Advertis 6.00 1.000 11 11.000

6 Duration 6.06 1.063 16 16.000

Packaging 6.38 1.258 16 16.000

Satisfaction 5.13 1.088 16 16.000

performance 4.81 .750 16 16.000

Area 5.50 .730 16 16.000

Brandmatter 7.50 .516 16 16.000

Childlabor 7.94 .250 16 16.000

diseases 7.38 1.025 16 16.000Advertis 6.13 1.544 16 16.000

7 Duration 6.74 .859 27 27.000

Packaging 5.85 1.634 27 27.000

Satisfaction 5.85 1.486 27 27.000

performance 5.59 .888 27 27.000

Area 6.07 1.269 27 27.000

Brandmatter 7.19 1.039 27 27.000

Childlabor 7.41 1.010 27 27.000

diseases 7.48 .849 27 27.000

Advertis 6.33 1.441 27 27.000

8 Duration 7.15 .376 13 13.000

Packaging 5.62 1.557 13 13.000

Satisfaction 5.77 1.787 13 13.000

performance 6.38 1.660 13 13.000

Area 6.69 1.032 13 13.000

Brandmatter 6.77 1.301 13 13.000

Childlabor 7.08 1.498 13 13.000

diseases 7.31 .947 13 13.000

Advertis 6.77 1.013 13 13.000

Total Duration 6.49 .950 75 75.000

Packaging 5.67 1.528 75 75.000

Satisfaction 5.53 1.398 75 75.000

performance 5.44 1.130 75 75.000

Area 5.88 1.115 75 75.000

Brandmatter 7.12 1.115 75 75.000

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Childlabor 7.53 1.018 75 75.000

diseases 7.51 .828 75 75.000

Advertis 6.27 1.329 75 75.000

Tests of Equality of Group Means

Wilks'

Lambda F df1 df2 Sig.

Duration .789 4.669 4 70 .002

Packaging .873 2.545 4 70 .047

Satisfaction .947 .982 4 70 .423

performance .774 5.121 4 70 .001

Area .794 4.527 4 70 .003

Brandmatter .815 3.969 4 70 .006

Childlabor .919 1.548 4 70 .198

diseases .954 .850 4 70 .498

Advertis .956 .803 4 70 .527

Pooled Within-Groups Matrices(a)

a The covariance matrix has 70 degrees of freedom.

Analysis 1Summary of Canonical Discriminant Functions

Eigenvalues

35

DurationPackagin

gSatisfacti

onperform

ance AreaBrandmat

ter Childlabor disease

sAdverti

s

Covariance

Duration.753 .193 .285 .153 .084 .118 -.041 -.120 .297

Packaging .193 2.154 .032 -.202 .010 -.016 .007 -.120 .376

Satisfaction .285 .032 1.957 .296 .113 .168 -.462 -.040 -.146

performance .153 -.202 .296 1.044 -.010 .054 -.138 -.012 .058

Area .084 .010 .113 -.010 1.043 .215 .022 -.144 .359

Brandmatter .118 -.016 .168 .054 .215 1.070 .009 .068 -.034

Childlabor -.041 .007 -.462 -.138 .022 .009 1.006 -.065 .133

diseases -.120 -.120 -.040 -.012 -.144 .068 -.065 .691 -.163

Advertis .297 .376 -.146 .058 .359 -.034 .133 -.163 1.785

Correlation

Duration1.000 .151 .235 .172 .095 .131 -.047 -.166 .256

Packaging .151 1.000 .016 -.135 .007 -.011 .005 -.098 .192

Satisfaction .235 .016 1.000 .207 .079 .116 -.329 -.034 -.078

performance .172 -.135 .207 1.000 -.009 .051 -.134 -.014 .043

Area .095 .007 .079 -.009 1.000 .204 .021 -.169 .263

Brandmatter.131 -.011 .116 .051 .204 1.000 .008 .080 -.024

Childlabor -.047 .005 -.329 -.134 .021 .008 1.000 -.077 .099

diseases -.166 -.098 -.034 -.014 -.169 .080 -.077 1.000 -.147

Advertis .256 .192 -.078 .043 .263 -.024 .099 -.147 1.000


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Function Eigenvalue % of Variance Cumulative %CanonicalCorrelation

1 .881(a) 66.9 66.9 .684

2 .263(a) 20.0 86.8 .457

3 .147(a) 11.1 98.0 .358

4.027(a) 2.0 100.0 .162

a First 4 canonical discriminant functions were used in the analysis.

Wilks' Lambda

Test of Function(s)Wilks'

Lambda Chi-square df Sig.

1 through 4 .357 68.947 30 .001

2 through 4 .672 26.605 24 .323

3 through 4 .849 10.944 14 .690

4 .974 1.773 6 .939

Standardized Canonical Discriminant Function Coefficients

Function

1 2 3 4

Duration .499 .047 -.046 .379

Packaging -.014 .543 .668 -.009

Satisfaction -.072 -.123 .125 .780

performance .436 .361 -.408 -.359

Area .641 -.030 .347 -.070

Brandmatter -.524 .716 -.388 .143

Childlabor -.238 -.069 .178 .086

diseases .095 -.283 -.186 .376

Advertis -.104 .071 -.266 -.167

Structure Matrix

Function

1 2 3 4

Area .523(*) .176 .247 -.046

Duration .516(*) .322 -.050 .402

Childlabor -.305(*) -.042 .189 -.186Brandmatter -.305 .690(*) -.343 .285

Advertis .189 .221(*) -.032 -.217

Packaging -.019 .533 .693(*) .038

performance .502 .323 -.535(*) -.147

Satisfaction .208 .079 -.008 .777(*)

diseases -.106 -.288 -.307 .334(*)

Pooled within-groups correlations between discriminating variables and standardized canonical discriminantfunctions Variables ordered by absolute size of correlation within function.* Largest absolute correlation between each variable and any discriminant function

Canonical Discriminant Function Coefficients

Function

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Duration .576 .054 -.053 .437

Packaging -.009 .370 .455 -.006

Satisfaction -.051 -.088 .090 .557

performance .427 .353 -.399 -.351

Area .628 -.029 .340 -.069

Brandmatter -.506 .692 -.375 .138Childlabor -.237 -.069 .178 .086

diseases .114 -.340 -.223 .452

Advertis -.078 .053 -.199 -.125

(Constant) -4.393 -5.899 1.697 -7.812

Unstandardized coefficients

Functions at Group Centroids

Price

Function

1 2 3 4

4 .084 -1.380 .286 -.025

5 -1.075 -.122 -.769 -.0316 -1.032 .337 .417 -.129

7 .300 .168 .050 .196

8 1.505 .189 -.143 -.208

Unstandardized canonical discriminant functions evaluated at group means

Classification StatisticsClassification Processing Summary

Processed 75

Excluded Missing or out-of-range group codes 0

At least one missingdiscriminatingvariable

0

Used in Output 75

Prior Probabilities for Groups

Price Prior Cases Used in Analysis

Unweighted Weighted

4 .107 8 8.0005 .147 11 11.0006 .213 16 16.0007 .360 27 27.000

8 .173 13 13.000Total 1.000 75 75.000

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-2 0 2 4

Function 1

-4

-3

-2

-1

0

1

2

3

Function2 4

5

67 8

Price

4

5

6

7

8

Group Centroid

Canonical Discriminant Functions

Classification Results(b,c)

Price

Predicted Group Membership

Total4 5 6 7 8

Original Count 4 4 0 1 3 0 8

5 0 7 2 2 0 11

6 0 2 10 4 0 16

7 3 2 3 15 4 27

8 0 0 1 3 9 13

% 4 50.0 .0 12.5 37.5 .0 100.0

5 .0 63.6 18.2 18.2 .0 100.0

6 .0 12.5 62.5 25.0 .0 100.0

7 11.1 7.4 11.1 55.6 14.8 100.0

8 .0 .0 7.7 23.1 69.2 100.0

Cross-

validated(a)

Count 4 2 0 1 4 1 8

5 0 6 1 4 0 11

6 0 2 9 4 1 16

7 3 2 6 12 4 27

8 1 0 2 5 5 13

% 4 25.0 .0 12.5 50.0 12.5 100.0

5 .0 54.5 9.1 36.4 .0 100.0

6 .0 12.5 56.3 25.0 6.3 100.0

7 11.1 7.4 22.2 44.4 14.8 100.0

8 7.7 .0 15.4 38.5 38.5 100.0

a Cross validation is done only for those cases in the analysis. In cross validation, each case is classified by thefunctions derived from all cases other than that case.

b 60.0% of original grouped cases correctly classified.c 45.3% of cross-validated grouped cases correctly classified.

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INTERPRETATION

For the selected ten questions from survey questioner a discriminate analysis has been done.

This analysis has been done on the basis ofA1 (Duration), A2 (Price), A3 (Packaging), A4

(Satisfaction), A5 (performance), A6 (Area), A7 (Brand matter), A8 (Child labor), A9 (Causeof human diseases) and A10 (Advertisement) category.

The null hypothesis (Ho) taken by the researchers was that, all the independent variable are

not have the equal discriminant.

On the other hand, the alternate hypothesis (H1) was that, all the independent variable is have

the equal discriminant.

On a .05 level of significance, with 30 degrees of freedom, the critical value derives as

43.773, where the chi-square value calculated by the SPSS output is, 68.947 in (1 through4).

Thus the Ho is rejected. Here, the standardized canonical discriminant function coefficients

higher position is Area with .641 and the function at group centroids become 5 is negative

and 5 is positive. The discriminant functions have not equal effect on all the categories of

variable who are using sunlite battery..

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Accepted Area

Rejected Area

43.773 68.947


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Here, we observed that the null hypothesis is that all the independent variables are not having

the equal discriminant. On a .05 level of significance, with 30 degrees of freedom, the critical

value derives as 43.773, where the chi-square value calculated by the SPSS output is,

68.947.Thus the Ho is rejected. That means all the independent variable are have the equal

discriminant.

But function 2 through 4 represent opposite, because here the Ho is accepted On a .05 level

of significance, with 24 degrees of freedom, the critical value derives as 36.415, where the

chi-square value calculated by the SPSS output is, 26.605 in (2 through4). That means in

terms of 2 through 4 all the independent variable are have the not equal discriminate.

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Accepted Area

Rejected Area

26.605 36.415


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Establish After

Marketing

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Develop Event

Marketing and

Sponsorship43


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45


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ConsumerPerception

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Suggestion forImproving

CurrentPosition

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RESULTS

AndCONCLUSION

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The report was conducted to determine the habit of internet uses and preference level among

different group, (income level, profession, attitude and characteristic).

Firstly, it has been found that the income and usages reason does effect on the preference

level. Both the two categories (income and usages reason) are independent to the factors

determined by the researchers.

Most of the business people are using post-paid services. On the other hand the Students are

like to use pre-paid except some exceptional.

From the research we have seen that more than 65% of the total samples have pre-paid line.

And the people who are student are basically using the net for searching information when

some are only use for checking E-mail.

People who have the internet connection are mostly like the BOL line rather then using any

other ISP. But one of the major findings is that when the performance level of the current ISP

had to determined, less than 40% of the total respondents had selected BOL performance as

Very Good. And less than 35% of the total samples have found GP as Excellent. Where,more than 60% of the total samples who are currently having other ISP connection, have

found it good.

Estimating the several factors which the respondents are likely to prefer while using internet

or choosing an ISP, four major factors behind the difference of their preference level for

different ISP are, Income, Price/Billing system, Profession and Speed provided by the

ISP companies.

Now a days some telecommunication sector provide internet services, by wairless internet

facilities which are most favorable to respondent, such as GP, City-cell, B.Link, Rangs Tell,

Dhaka phone etc. and the 30% of the respondents are use of this services.

To denote the attitudes towards using this service, more than 45% of the samples have

denoted that they are interested to use the internet for searching information, and rest of the

respondent use for chatting, downloading, sending MMS, and checking E-mail.

Although, this does not have any impact on the satisfaction level. The most important factors

which determine the satisfaction level is the speed, price and other factors related with the

different types of ISP.

On an answer to a question 50% of the total respondents agree with the matter that, internet

facilities provided some negative affect to the society as well as on the young users. This

matter also affects over the satisfaction level of the respondents. In our survey 80%

respondent agree with the quotation thatusing of internet should be regulated where rest ofthe percent are both neutral and disagree.

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LIMITATIONS

OFTHE STUDY

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Conducting a research like this was not an ease job. As a researcher we have faced a lot of

limitation for the first time. At the very beginning of the task we tried to accomplish our

assignment with a reasonable and competently in the field of marketing research. In during

the efforts some internal conflict occurred while we prepare the questioner, and during the

field work there also some shortcoming viewed.

Some major limitations of our assignment are as below:

Time limitation: Though the assignment was given earlier. But the time was not enough

to conduct a diversified and vast research, like this. A longer period of time is required to

get a representative outcome.

Sample size: As we know that a big sample size gives most reliable result, but our

sample was too small to conduct a study over such a complex definition of problem.

Lac of knowledge: As because we are doing this type of work for the very first time by

the group members, so lack of skill and knowledge over the research process has been

noted as well.

Lac of interrelation: On the personal note, as a result of the above reason, lack of

coordination between the group members occurred.

Unwillingness of respondent: Most of the respondents were not willing to response. Some

time some respondent did not provide educate information to the survey, so a big portion

of response error has been occurred at the primary stage.

Problem in questioner: As we were doing this type of work for the very first time so there

is a lack of knowledge about developing questionnaire at the beginning stage.

Complicated: For the above reason, the ranking and rating questions were to some extent

complicated for the respondents.

Problem in coding: In case of coding and procedure of analysis by the SPSS and

interpretation skills were limited to the respondents.

Inexperienced in research: The coding for the survey was not appropriate because of thelack of experience over this field.

While predicting the factors prior to conducting the research, lack of experience had been

occurred several times.

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EXIBITS

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SURVEY QUESTION

Please mark the () that best reflects your response to each question.

Gender Male

Female

Occupation:

BusinessService

Fisher man

Worker

Student

House wife

Number of Family member:

o 2-3 members

o 4-6 members

o 7-above members

Are you familiar with dry cell?o Yes

o No

Which brand you prefer beast:-

55

Age:

Between 16-20

Between 21-25

Between 26-35

Between 35 to above

You purchase battery monthly:

1- 4 Battery

5-10 Battery

11-19 Battery

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o Sunlite

o Olyampic

o 555

o Sony

o National

Reason for choosing selected brand:-

o Durability

o Low price

o Well packaging

o Convenient

You prefer making purchase from:-

o Local office

o Shopping mall

o Small retail store

You intend to purchase from in the future:

o Yes

o No

Which size you prefer:-

o AA size

o AAA size

o Regular size

Which type of battery you will prefer:-

o Sigel usage

o Rechargeable

o Auto rechargeable

Why do you purchase battery:-

o For kids toy

o For wall clock

o For torch light

o For radio

o Others

You say to the people:-

o Positive thing

o Negative thing

o Say nothing

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Agree Strongly

agree

Neutral Disagree Strongly

disagree

o Duration of the battery is quite ok.

o Price of the battery is reasonable.

o Packaging of it should change.

o Producing company must take

responsibility of useless battery.

o Useless battery polluting

environment.

Agree Strongly

agree

Neutral Disagree Strongly

disagree

o Durability of battery should be

increased.

o Electric charger is taking place of

battery.

o Useless battery should repurchase

by the company.

o Damaged battery is cause of

various human diseases.

o People are satisfied with the

present performance of battery?

o Battery is available in everywhere.

o Now a days battery becomes an

essential for daily life.

o All brand of battery performance

are same.

o Bangladesh should more invest in

battery industry sector.

o Demand for the battery will

increase in Bangladesh.

o Users of battery located only urban

area.

o Using processes of battery should

be described for the users.

o Company should only emphasizethe rechargeable battery.

o All branded price of battery should

be equal with quality.

o Brand is matter for choosing

battery.

o New technology should introduce

for producing battery.

o Child labor must be prohibited in

battery industry.

o Advertisements are explainingactual thing of the product.


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If you have any personal opinion / suggestion / advice.........

Thank you

Good-Luck and have an exciting future.

TOTALRESPONDE

NT NAME

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Brand Measurement Report

Documents

Transcript of Brand Measurement Report