Godiva品牌巧克力顾客分析

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 for 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 respondents 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 and 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 II Responses 6 27 7 40 15 0 67 5 17 5 100 0 0102030405060708090100 18 20 Valid 21 23 24 26 Total Percent Frequency Figure 1 What is your age Number of percent people Age From 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 18 22 40 45 0 55 0 100 0 0102030405060708090100 Male Valid Female Total Percent Frequency Figure 2 What is your gender Number of percent people Gender 2 7 17 12 2 40 5 0 17 5 42 5 30 0 5 0 100 0 0102030405060708090100 Freshman Valid Sophomore Junior Senior Graduate Total Percent Frequency Figure 3 What college year are you in now Number of percent people College year 11 8 10 11 40 27 5 20 0 25 0 27 5 100 0 0102030405060708090100 White Valid Black or African American Hispanics Asian or Asian American Total Percent Frequency Figure 4 What is your race Number of percent people Race 6 20 10 3 1 40 15 0 50 0 25 0 7 5 2 5 100 0 Strongly Agree Valid Agree Neither Agree Nor Disagree Disagree Strongly Disagree Total PercentFrequency Figure 5 Brand has a great influence on you when you purchase chocolates 7 20 10 3 40 17 5 50 0 25 0 7 5 100 0 Strongly Agree Valid Agree Neither Agree Nor Disagree Disagree Total PercentFrequency Figure 6 You are likely to switch to another brand when you get bored with the same brands 8 16 11 5 40 20 0 40 0 27 5 12 5 100 0 Strongly Agree Valid Agree Neither Agree Nor Disagree Disagree Total PercentFrequency Figure 7 You will recommend Godiva s products to others 10 19 9 2 40 25 0 47 5 22 5 5 0 100 0 Strongly Agree Valid Agree Neither Agree Nor Disagree Disagree Total PercentFrequency Figure 8 You want to purchase Godiva again after the last time you bought Godiva 8 22 9 1 40 20 0 55 0 22 5 2 5 100 0 Strongly Agree Valid Agree Neither Agree Nor Disagree Disagree Total PercentFrequency Figure 9 Overall you are satisfied with the purchase you made with Godiva 11 16 7 5 1 40 27 5 40 0 17 5 12 5 2 5 100 0 Strongly Agree Valid Agree Neither Agree Nor Disagree Disagree Strongly Disagree Total PercentFrequency Figure 10 You consume chocolates once a month or more than once 9 11 12 7 1 40 22 5 27 5 30 0 17 5 2 5 100 0 Strongly Agree Valid Agree Neither Agree Nor Disagree Disagree Strongly Disagree Total PercentFrequency Figure 11 You buy Godiva for yourself more than buying as gifts for others 2 8 15 12 3 40 5 0 20 0 37 5 30 0 7 5 100 0 Strongly Agree Valid Agree Neither Agree Nor Disagree Disagree Strongly Disagree Total PercentFrequency Figure 12 You are familiar with Godiva s products and services III Analysis Table 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 AgreeAgree Neither Agree Nor DisagreeDisagree Strongly DisagreeTotal Count3530011White of Total7 5 12 5 7 5 0 0 27 5 Count041218Black of Total 0 10 0 2 5 5 0 2 5 20 0 Count0820010Hispanics of Total 0 20 0 5 0 0 0 25 0 Count3341011 Asian of Total7 5 7 5 10 0 2 5 0 27 5 Count620103140Total of Total15 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 when you purchase chocolates It indicates that among eleven white students eight consider brand as important while buying chocolates The other three people don t deny the importance of brand For Black students brand Chi Square Tests ValuedfAsymp Sig 2 sided Pearson Chi Square17 961a12 117 Likelihood Ratio19 76412 072 Linear by Linear Association 0301 862 N of Valid Cases40 a 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 Crosstab Brand has a great influence on you when you purchase chocolates Strongly AgreeAgree Neither Agree Nor DisagreeDisagree Strongly DisagreeTotal Count1442011White of Total2 5 10 0 10 0 5 0 0 27 5 Count331108Black of Total7 5 7 5 2 5 2 5 0 20 0 Count1900010Hispanics of Total2 5 22 5 0 0 0 0 25 0 Count2450011 Asian of Total5 0 10 0 12 5 0 0 0 27 5 Count720103040Total of Total17 5 50 0 25 0 7 5 2 5 100 0 Chi Square Tests ValuedfAsymp Sig 2 sided Pearson Chi Square15 790a9 071 Likelihood Ratio18 2099 033 Linear by Linear Association1 2111 271 N of Valid Cases40 a 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 Godiva s products to others Crosstab You will recommend Godiva s products to others Strongly AgreeAgree Neither Agree Nor DisagreeDisagree Strongly DisagreeTotal Count3512011White of Total7 5 12 5 2 5 5 0 0 27 5 Count233008Black of Total5 0 7 5 7 5 5 0 0 20 0 Count1720010Hispanics of Total2 5 17 5 5 0 0 0 25 0 Count4430011 Asian of Total10 0 10 0 7 5 0 0 27 5 Count101992140Total of Total25 0 47 5 22 5 5 5 0 100 0 Chi Square Tests ValuedfAsymp Sig 2 sided Pearson Chi Square9 524a9 390 Likelihood Ratio10 9889 277 Linear by Linear Association 0981 754 N of Valid Cases40 a 16 cells 100 0 have expected count less than 5 The minimum expected count is1 00 Table 12 What is your race You want to purchase Godiva again after the last time you bought Godiva Crosstab You want to purchase Godiva again after the last time you bought Godiva Strongly AgreeAgree Neither Agree Nor DisagreeDisagree Strongly DisagreeTotal Count2651011White of Total5 0 15 0 5 0 2 5 0 27 5 Count170008Black of Total2 5 17 5 0 0 0 0 0 20 0 Count0820010Hispanics of Total2 5 7 5 15 0 0 0 25 0 Count4341011 Asian of Total10 0 15 0 2 5 0 0 27 5 Count82291040Total of Total20 0 55 0 22 5 2 5 0 100 0 Chi Square Tests ValuedfAsymp Sig 2 sided Pearson Chi Square10 113a9 341 Likelihood Ratio10 2199 333 Linear by Linear Association 5651 452 N of Valid Cases40 a 14 cells 87 5 have expected count less than 5 The minimum expected count is 40 Table 13 What is your race Overall you are satisfied with the purchase you made with Godiva Crosstab Overall you are satisfied with the purchase you made with Godiva Strongly AgreeAgree Neither Agree Nor DisagreeDisagree Strongly DisagreeTotal WhiteCount2621011 of Total5 0 15 0 5 0 5 0 0 27 5 Count170008Black of Total2 5 17 5 0 0 0 20 0 Count1360010Hispanics of Total2 5 7 5 15 0 0 0 25 0 Count4610011Asian of Total10 0 15 0 2 5 0 0 27 5 Count82291140Total of Total15 0 55 0 22 5 2 5 0 100 0 Chi Square Tests ValuedfAsymp Sig 2 sided Pearson Chi Square16 546a9 056 Likelihood Ratio16 4279 058 Linear by Linear Association 7281 394 N of Valid Cases40 a 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 Crosstab You buy Godiva for yourself more than buying as gifts for others Strongly AgreeAgree Neither Agree Nor DisagreeDisagree Strongly DisagreeTotal Count2414011White of Total5 0 10 0 2 5 10 0 0 27 5 Count223018Black of Total5 0 5 0 7 5 0 2 5 20 0 Count3331010Hispanics of Total7 5 7 5 7 5 2 5 0 25 0 Count4300011 Asian of Total10 0 17 5 0 0 0 27 5 Count111675140Total of Total27 5 40 0 17 5 12 5 2 5 100 0 Chi Square Tests ValuedfAsymp Sig 2 sided Pearson Chi Square19 502a12 077 Likelihood Ratio20 66512 056 Linear by Linear Association5 0471 025 N of Valid Cases40 a 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 Crosstab You buy Godiva for yourself more than buying as gifts for others Strongly AgreeAgree Neither Agree Nor DisagreeDisagree Strongly DisagreeTotal Count2441011White of Total5 0 10 0 10 0 2 5 0 27 5 Count302218Black of Total7 5 0 5 0 5 0 2 5 20 0 Count1333010Hispanics of Total2 5 7 5 7 5 7 5 0 25 0 Count3431011 Asian of Total7 5 10 0 70 5 2 5 0 27 5 Count911127140Total of Total22 5 27 5 30 0 17 5 2 5 100 0 Chi Square Tests ValuedfAsymp Sig 2 sided Pearson Chi Square10 830a12 544 Likelihood Ratio12 23512 427 Linear by Linear Association 0941 759 N of Valid Cases40 Chi Square Tests ValuedfAsymp Sig 2 sided Pearson Chi Square10 830a12 544 Likelihood Ratio12 23512 427 Linear by Linear Association 0941 759 N of Valid Cases40 a 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 Godiva s products and services Crosstab You are familiar with Godiva s products and services Strongly AgreeAgree Neither Agree Nor DisagreeDisagree Strongly DisagreeTotal Count0335011White of Total 0 7 5 7 5 12 5 0 27 5 Count103408Black of Total2 5 0 7 5 10 0 0 20 0 Count0232310Hispanics of Total 0 5 0 7 5 5 0 7 5 25 0 Count1361011 Asian of Total2 5 7 5 15 0 2 5 0 27 5 Count281512340Total of Total5 0 20 0 37 5 30 0 7 5 100 0 Chi Square Tests ValuedfAsymp Sig 2 sided Pearson Chi Square18 688a12 096 Likelihood Ratio20 54712 057 Linear by Linear Association 9451 331 N of Valid Cases40 a 20 cells 85 0 have expected count less than 5 The minimum expected count is 40 Reliability Table 17 Case Processing Summary N CasesValid40100 0 Excludeda0 0 Total40100 0 a Listwise deletion based on all variables in the procedure Table 18 Reliability Statistics Cronbach s AlphaN of Items 4038 Cronbach s Alpha is calculated from eight questions that test brand loyalty and product usage According to Table 18 the value of Cronbach s Alpha 0 403 is less than 0 7 We can conclude the scale of the survey does not meet the statistical requirement for scalability Thus results of this survey are not reliable IV Appendix Table 1 Brand has a great influence on you when you purchase chocolates FrequencyPercentValid Percent Cumulative Percent Strongly Agree615 015 015 0 Agree2050 050 065 0 Neither Agree Nor Disagree 1025 025 090 0 Disagree37 57 597 5 Strongly Disagree12 52 5100 0 Valid Total40100 0100 0 Table 2 You are likely to switch to another brand when you get bored with the same brands FrequencyPercent Valid Percent Cumulative Percent Strongly Agree717 517 517 5 Agree2050 050 067 5 Neither Agree Nor Disagree 1025 025 092 5 Disagree37 57 5100 0 Valid Total40100 0100 0 Table 3 You will recommend Godiva s products to others FrequencyPercent Valid Percent Cumulative Percent Strongly Agree820 020 020 0 Agree1640 040 060 0 Neither Agree Nor Disagree 1127 527 587 5 Disagree512 512 5100 0 Valid Total40100 0100 0 Table 4 You want to purchase Godiva again after the last time you bought Godiva Freque