Data Analysis of Planned Behavior - Assignment Example

? Introduction The ability to make a choice in making purchases depends on ones considerations and influences from peers. Further, there exist hindrances which affect the willingness to make a purchase. To Fishbein (2004), beliefs are the most important factor that leads to changes in attitude. According to him, the human mind is capable of making changes in behaviour positively and negatively. Another important factor that is likely to cause changes in behaviour include norms and behaviours of the peers. Working environment /family and social gatherings are likely to have an impact of the purchasing behaviour. According to Kimiecik (1992) and Beck and Ajzen (1991), what others expect is very key and determines the level of influence they have on another person’s decisions. Subjective norms, perceived behaviour changes and hindrances combine to give rise to intentions. To Beck and Ajzen (1991), a favourable attitude accompanied by the other factors gives a stronger position in making decisions. However, this does not mean that believes alone have any sufficient evidence that intentions change. The study was on theory of planned behaviour and aimed at gaining a deeper understanding of the roles of various factors including subjective norms, behaviours and others that affect/influence the attitude of consumers in making decisions. The researcher sampled in order to draw inferences about the whole population. In the research study, the researcher used a sample of 150 participants. All the participants were sampled from Europe; 73 (35 males and 38 females) of the participants were sampled from UK and the other 77 (46 males and 31 females) were sampled from Germany. The researcher employed the use of a questionnaire to collect the information. Questionnaires are used since they give more information from many participants within a very short time. Further, the closed questions are easier and faster to analyze (Freed, M. et al. (1991). The research tool was developed according to Ajzen (1987; 1991; 2002) laid down procedures. The questions were guided by the objectives of the study. SPSS was used to analyze the data. Various analysis methods were used. Descriptive statistics were used to show data representation while multiple regressions were used to show the significance of the contribution of each independent variable; the amount of change in the dependent variable holding all the other independent variables constant. Before actual regressions. The error terms were tested if they meet all the assumptions employed in regression analysis. Homoskedasticity was tested using the White test (Gore and Altman 1992). Further, correlations were used to show the strength of the relationships between the independent variables. Before all the other analyses were conducted, reliability analysis was conducted to establish the reliability and validity of the variables for inclusion in the study. The results are presented below; Findings Table 1: Profiles Frequency Percent Country United Kingdom 73 48.7 Germany 77 51.3 Total 150 100.0 Gender Female 69 46 Male 81 54 Total 150 100.0 Relationship Status Single 58 38.7 Married or in a relationship 92 61.3 Total 150 100.0 ?/€ spend per week 0-39 ?/€/week 50 33.3 40-79 ?/€/week 68 45.3 80-119 ?/€/week 28 18.7 120+ ?/€/week 4 2.7 Total 150 100.0 All the participants were sampled from Europe; 73 (35 males and 38 females) of the participants were sampled from UK and the other 77 (46 males and 31 females) were sampled from Germany. 69 were females while 81 were males. 58 of the participants were found to be single while 92 were found to be married/or were in a relationship. The level of weekly spending was found to be varying much as the findings indicated that 45.3% spend ?/€ 40-79 per week with a meager 2.73% spending ?/€120+ per week. 29.3% of the participants placed their annual earning ranging between ?/€15-24,000 compared to 18.8% who said their earnings ranging from ?/€ 40, 0000 + per year. Table 2: Descriptive Statistics N Mean Std. Deviation Int_Avg 150 3.7756 1.45040 Sn_Avg 150 3.2300 1.49286 Pbc_Avg 150 5.4667 .65879 Service_Quality_Avg 150 3.5507 1.17900 Merchandise_Quality_Avg 150 4.2100 .93814 On average, the intentions to buy products from ALDI was found to be reasonable (M = 3.8, SD = 1.45). Social pressure was found to be influential in the determination of buying choices on average. Participants indicated strong willingness to purchase (M = 3.23, SD = 1.49). Perceived behaviour change had an average which is influential (M = 5.47, SD = 0.66). Service quality and merchandise quality of the products has always been a good determinant and deflector of the buying attitudes (M = 3.55, SD = 1.18 and M = 4.21, SD = 0.94) respectively. Table 3: Binomial Test Category N Observed Prop. Test Prop. Asymp. Sig. (2-tailed) Gender Group 1 Female 81 .54 .50 .369 Group 2 Male 69 .46 Total 150 1.00 -- -- Country Group 1 UK 73 .49 .50 .807 Group 2 Germany 77 .51 Total 150 1.00 -- -- Based on Z Approximation Males and females should always be represented in any research study and this is ensured by conducting a binomial test in order to establish this. In this research study, a binomial test, based on the Z-approximation was conducted. The findings indicate non-significance in gender representation and by country sampling [Test Prop. = .5, p = .369, p > 0.05 and Test Prop. = .5, p = .807, p > 0.05 respectively]. Table 4: Applicability of Parametric Tests (By Country) Country Kolmogorov-Smirnov(a) Shapiro-Wilk Statistic Df Sig. Statistic Df Sig. Int_Avg United Kingdom .095 73 .099 .968 73 .061 Germany .187 77 .000 .910 77 .000 Sn_Avg United Kingdom .098 73 .081 .968 73 .062 Germany .154 77 .000 .959 77 .014 Pbc_Avg United Kingdom .168 73 .000 .865 73 .000 Germany .286 77 .000 .617 77 .000 Service_Quality_Avg United Kingdom .163 73 .000 .949 73 .005 Germany .096 77 .074 .969 77 .056 Merchandise_Quality_Avg United Kingdom .195 73 .000 .930 73 .001 Germany .172 77 .000 .927 77 .000 Parametric tests cannot be used in this case since both the Kolmogorov-Smirnov test and Shapiro-Wilk test indicates significance (p = 0.000, p0.05), service quality (U = 2798, p= .744, p>0.05) and merchandise quality (U = 1749.5, p= .863, p>0.05). Reliability Test Table 8: Cronbach Alpha Values Partial Correlation Alpha (?) Int_Avg .7936 .5590 Sn_Avg .7525 .6079 Pbc_Avg .1814 .7437 Service_Quality_Avg .7120 .5973 Merchandise_Quality_Avg .7412 .5769 The Cronbach alpha values are used to determine the reliability and validity of the variables before their inclusion in the research study. From the above results (table 8), all the variables have a positive impact and cannot be left out in the research study since the alpha values lie between 0.5 and 0.9; the accepted range. Multiple Regression Analysis The Research Study Model I = SN + PBC + SQ + MQ…………………………………………………….. (1) In equation one (1) above, SN = Subjective Norm, PBC = Perceived Behaviour Change, SQ = Service Quality and MQ = Merchandise Quality. Model 1 I = SN + PBC………………………………………………………………….. (2) Test of Homoskedasticity White's test for Ho: homoskedasticity; Ha: unrestricted heteroskedasticity. The results indicate the presence of unrestricted heteroskedasticity (Chi-Square (14) = 42.03, p = 0.0001, p Read More