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1、Lou 1 CAD312 5/1/2013 Professor Soruco Shiyu Lou Consumer Report for Godiva I. Introduction I 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 fo
2、r the survey, 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 respondent
3、s, brand loyalty 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 an
4、d 36 are undergraduate 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. Lou 2 II. Responses Figure 1: Age of Respondents Figure 1 show the age of respondents in bo
5、th the frequency and age groups. The figure shows that 67.5 % of the participants in the current research belonged to the age group of 21-23 years. The figure also indicates that 17.5 % of the respondents belonged to the age group 24-26 years. In addition, 15.0 % of the responds belonged to the age
6、group 18-20 years. This implies that majority of the study participants were the youths aged 21- 23 years. 0 20 40 60 80 100 18-20 21-23 24-26 Total Valid 6 27 7 40 15.0 67.5 17.5 100.0 Number of percent/people Age Percent Frequency Lou 3 Figure 2: Gender parity of study participants Figure 2 shows
7、the frequency and percentage of gender of respondents. The figure shows that 22 (55 %) of the study participants were female while 18 (45 %) of them were male. This indicates that a gender disparity of 10 % in favor of women participants in the current study. Figure 3: Year of study of the study par
8、ticipants 0 20 40 60 80 100 Male Female Total Valid 18 22 40 45.0 55.0 100.0 Number of percent/people Gender Percent Frequency 0 20 40 60 80 100 Freshman Sophomore Junior Senior Graduate Total Valid 2 7 17 12 2 40 5.0 17.5 42.5 30.0 5.0 100.0 Number of percent/people College year Percent Frequency L
9、ou 4 The study participants were categorized into five groups namely freshman, sophomore, junior, senior, and graduate. Figure 3 shows that most of the study participants were junior students representing 42.5 % of the total participants. Participants in senior and sophomore categories were 30 % and
10、 17.5 % respectively. The participants in freshman and graduate categories were 5 % each. Senior and junior students composed the majority of participants. Figure 4: Race of respondents The current study recruited participants from four different races. The Asian Americans and the Whites formed the
11、highest proportions with 27.5 % each. This was followed by the Hispanic and the Black African Americans with 25.0 % and 20.0 % respectively. Figure 4 shows that the racial disparity was reasonable given that the range value was 7.5 % where the Asian or Asian American formed the largest group of part
12、icipants while the Black or the African Americans formed the smallest group of participants. 0 20 40 60 80 100 White Black or African American Hispanics Asian or Asian American Total Valid 11 8 10 11 40 27.5 20.0 25.0 27.5 100.0 Number of percent/people Race Percent Frequency Lou 5 Figure 5: Brand h
13、as a great influence on you when you purchase chocolates. Figure 5 shows that most of the study respondents (50 %) were not influenced by brand while making the chocolates purchasing decision. The 25 % of the study respondents who neither agreed nor disagreed suggests that they were not sure about t
14、he effect of brand on their purchasing decision. However, some participants strongly agreed, others disagreed, while the rest strongly disagreed representing 15 %, 7.5 %, and 2.5 % respectively. Figure 6: You are likely to switch to another brand when you get bored with the same brands. 6 20 10 3 1
15、40 15.0 50.0 25.0 7.5 2.5 100.0 Strongly Agree Agree Neither Agree Nor Disagree Disagree Strongly Disagree Total Valid Percent Frequency Strongly Agree Agree Neither Agree Nor Disagree Disagree Total Valid 7 20 10 3 40 17.5 50.0 25.0 7.5 100.0 Percent Frequency Lou 6 Figure 6 shows that 50 % of the
16、study participants agreed that they can easily shift to a different brand if they are bored by the brand they consumed at the time of research. Additionally, 17.5 % strongly agreed that they switch to a different brand. However, the participants who neither disagreed nor agreed that they can switch
17、to a different brand were 25 % while those who disagreed were 7.5 %. Figure 7: You will recommend Godivas products to others. Figure 7 shows that the highest number of participants (40 %) of the study participants would recommend Godivas to other people. additionally, the figure shows that 20 % of t
18、he participants strongly agreed that they would recommend Godivas products to other people. However, 27.5 % of the participants were undecided on whether they would recommend the products to other people or not. 12.5 % of the participant admitted that they would not recommend the products to other p
19、eople. Strongly Agree Agree Neither Agree Nor Disagree Disagree Total Valid 8 16 11 5 40 20.0 40.0 27.5 12.5 100.0 Percent Frequency Lou 7 Figure 8: You want to purchase Godiva again after the last time you bought Godiva. From Figure 8, majority of the study respondents (47.5 %) agreed that they wan
20、ted to purchase Godiva after the first purchase. Additionally, 25 % of the respondents strongly agreed that they would purchase the Godiva again. However, 22.5 % neither agreed nor disagreed while 5 % disagreed that they would purchase Godiva again. Figure 9: Overall, you are satisfied with the purc
21、hase you made with Godiva. From Figure 9, most of the study respondents agreed while 20 % strongly agreed that they were satisfied with the purchase they made with Godiva. However, 22.5 % of the Strongly Agree Agree Neither Agree Nor Disagree Disagree Total Valid 10 19 9 2 40 25.0 47.5 22.5 5.0 100.
22、0 Percent Frequency Strongly Agree Agree Neither Agree Nor Disagree Disagree Total Valid 8 22 9 1 40 20.0 55.0 22.5 2.5 100.0 Percent Frequency Lou 8 respondents neither agreed nor disagreed while 2.5 % disagreed that they were satisfied with the purchase they made with Godiva. In overall, 70 % of t
23、he respondents were satisfied with the purchases they made with Godiva. Figure 10: You consume chocolates once a month or more than once. Figure 10 shows that 67 % of the respondents consumed chocolate; with 40 % and 27.5 % admitting that they consumed chocolate at least once a month. However, 12.5
24、% and 2.5 % disagreed and strongly disagreed to the statement that they consumed chocolate at least once a moth respectively. Moreover, the figure shows that 17.5 % neither agreed nor disagreed with the statement. Strongly Agree Agree Neither Agree Nor Disagree Disagree Strongly Disagree Total Valid
25、 11 16 7 5 1 40 27.5 40.0 17.5 12.5 2.5 100.0 Percent Frequency Lou 9 Figure 11: You buy Godiva for yourself more than buying as gifts for others. From figure 11, 27 % of the respondents agreed that they bought Godiva more for themselves that they bought it for other people as a gift. Additionally,
26、22.5 % of the respondents strongly agreed with the statement. However, 17.5 % disagreed and 2.5 % strongly disagreed with the statement that they bought Godiva for themselves that they bought it for other people as gifts. Moreover, 30 % of the respondents neither agreed nor disagreed with the statem
27、ent. This implies that, in overall, most of the respondents (50 %) bought Godiva for their own consumption. Strongly Agree Agree Neither Agree Nor Disagree Disagree Strongly Disagree Total Valid 9 11 12 7 1 40 22.5 27.5 30.0 17.5 2.5 100.0 Percent Frequency Lou 10 Figure 12: You are familiar with Go
28、divas products and services. Figure 12 shows that most of the respondents (37 %) could neither agree nor disagree that they were familiar with Godivas products and services. Additionally, 30 % of the respondents disagreed that they were familiar with Godivas products and services and 7.5 % strongly
29、disagreed with the statement. However, 20 % agreed and 5.0 % strongly agreed that they were familiar with Godivas products. Strongly Agree Agree Neither Agree Nor Disagree Disagree Strongly Disagree Total Valid 2 8 15 12 3 40 5.0 20.0 37.5 30.0 7.5 100.0 Percent Frequency Lou 11 III. Analysis Table
30、9: What is your race? * Brand has a great influence on you when you purchase chocolates. Crosstab Brand has a great influence on you when you purchase chocolates. Strongly Agree Agree Neither Agree Nor Disagree Disagree Strongly Disagree Total Count 3 5 3 0 0 11 White % of Total 7.5% 12.5% 7.5% .0%
31、.0% 27.5% Count 0 4 1 2 1 8 Black % of Total .0% 10.0% 2.5% 5.0% 2.5% 20.0% Count 0 8 2 0 0 10 Hispanic % of Total .0% 20.0% 5.0% .0% .0% 25.0% Count 3 3 4 1 0 11 Asian % of Total 7.5% 7.5% 10.0% 2.5% .0% 27.5% Count 6 20 10 3 1 40 Total % of Total 15.0% 50.0% 25.0% 7.5% 2.5% 100.0% From Table 9, no
32、ne of White people disagree with the statement “Brand has a great influence on you when 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, br
33、and had a great influence on 4 participants who agreed with the statement. However, the brand did not have a great influence on 3 participants; with 2 disagreeing and 1 strongly disagreeing with the statement. One participant remained neutral to the statement. For the Hispanic participants, the bran
34、d had a great influence on none while 2 neither agreed nor disagree with the statement. However, 8 out of 10 Hispanic participants were greatly influenced by brand when they purchased chocolate. One out of 11 Asian respondents disagreed with the statement while 4 of them remained Lou 12 neutral. How
35、ever, 3 of the Asian respondents agreed and 3 disagreed that they were influenced by brand in their chocolate purchasing decision. Table 10: Chi-Square Tests for Brand Loyalty 1 Value df Asymp. Sig. (2-sided) Pearson Chi-Square 17.961a 12 .117 Likelihood Ratio 19.764 12 .072 Linear-by-Linear Associa
36、tion .030 1 .862 N of Valid Cases 40 a. 17 cells (85.0%) have expected count less than 5. The minimum expected count is .20. The Pearson Chi-Square, X 2 (12, N = 40) = 17.961, p = 0.117 indicates that there is no statistically significant association between race and the chocolate purchasing decisio
37、n among. This implies that the race does not affect the chocolate purchasing decision. Table 11: What is your race? * You are likely to switch to another brand when you get bored with the same brands. Crosstab Brand has a great influence on you when you purchase chocolates. Strongly Agree Agree Neit
38、her Agree Nor Disagree Disagree Strongly Disagree Total Count 1 4 4 2 0 11 White % of Total 2.5% 10.0% 10.0% 5.0% .0% 27.5% Count 3 3 1 1 0 8 Black % of Total 7.5% 7.5% 2.5% 2.5% .0% 20.0% Count 1 9 0 0 0 10 Hispanic % of Total 2.5% 22.5% 0.0% .0% .0% 25.0% Count 2 4 5 0 0 11 Asian % of Total 5.0% 1
39、0.0% 12.5% 0.0% .0% 27.5% Count 7 20 10 3 0 40 Total % of Total 17.5% 50.0% 25.0% 7.5% 2.5% 100.0% Lou 13 From Table 11, 5 out of 11 white respondents agreed that they could switch to another brand if they felt bored by the same brand; where 4 respondents agreed and 1 respondent strongly agreed with
40、 the statement “You are likely to switch to another brand when you get bored with the same brands”. Two of the white respondents disagreed with the statement while 4 of them remained neutral. For the black respondents, 3 out 8 respondents strongly agreed and 3 agreed with the statement while 1 respo
41、ndent remained neutral. For the Hispanic respondents, all the 10 respondents agreed with the statement; where one of them strongly agreed and 9 respondents agreed. None of the Asian respondents agreed with the statement, but 5 out of 11 respondents were neutral. Two of the Asian respondents strongly
42、 agreed and 4 of them agreed. Table 12: Chi-Square Tests for Brand Loyalty 2 Value df Asymp. Sig. (2-sided) Pearson Chi-Square 15.790a 9 .071 Likelihood Ratio 18.209 9 .033 Linear-by-Linear Association 1.211 1 .271 N of Valid Cases 40 Lou 14 Table 12: Chi-Square Tests for Brand Loyalty 2 Value df As
43、ymp. Sig. (2-sided) Pearson Chi-Square 15.790a 9 .071 Likelihood Ratio 18.209 9 .033 Linear-by-Linear Association 1.211 1 .271 N of Valid Cases 40 a. 13 cells (81.3%) have expected count less than 5. The minimum expected count is .60. The Pearson Chi-Square X 2 (9, N = 40) = 15.790, p = 0.071 indica
44、tes that there is no statistically significant association between race and customers decision to switch to another brand. Table 13: What is your race? * You will recommend Godivas products to others. Crosstab You will recommend Godivas products to others. Strongly Agree Agree Neither Agree Nor Disa
45、gree Disagree Strongly Disagree Total Count 3 5 1 2 0 11 White % of Total 7.5% 12.5% 2.5% 5.0% .0% 27.5% Count 2 3 3 0 0 8 Black % of Total 5.0% 7.5% 7.5% 5.0% .0% 20.0% Count 1 7 2 0 0 10 Hispanic % of Total 2.5% 17.5% 5.0% .0% .0% 25.0% Count 4 4 3 0 0 11 Asian % of Total 10.0% 10.0% 7.5% .0% .0%
46、27.5% Count 10 19 9 2 1 40 Total % of Total 25.0% 47.5% 22.5% 5.5% .0% 100.0% Lou 15 Table 13 shows that 3 out of 11 white respondents strongly agreed and 5 of them agreed with the statement “You will recommend Godivas products to others”. Two of the white respondents disagreed while 1 neither agree
47、d nor disagreed with the statement. For the Black respondents, none of them disagreed with the statement. Two out of ten Black respondents strongly agreed while 3 of them agreed with the statement. For the Hispanic respondents, none of them disagreed with the statement, but two remained neutral. One
48、 out of eleven Hispanic respondents strongly agreed while seven of them agreed with the statement. None of the 11 Asian respondents disagreed with the statement, but 3 of them were neutral. Four of the Asian respondents strongly agreed and 4 of them agreed. Table 14: Chi-Square Tests Brand Loyalty 3
49、 Value df Asymp. Sig. (2-sided) Pearson Chi-Square 9.524a 9 .390 Likelihood Ratio 10.988 9 .277 Linear-by-Linear Association .098 1 .754 N of Valid Cases 40 Lou 16 Table 14: Chi-Square Tests Brand Loyalty 3 Value df Asymp. Sig. (2-sided) Pearson Chi-Square 9.524a 9 .390 Likelihood Ratio 10.988 9 .277 Linear-by-Linear Association .098 1 .754 N of Valid Cases 40 a. 16 cells (100.0%) have expected count less than 5. The minimum expected count is1.00. The Pearson Chi-Square X 2 (9, N = 40) = 9.524, p = 0.390 indicates that there is no significant assoc