Brand Origin Recognition Accuracy - Essay Example

Student name Student number Tutor name Tutorial date 1. SUMMARY AND DESCRIPTION OF THE DISTRIBUTION OF VARIABLES. The purpose of this report is to analyze and review the research on Brand Origin Recognition Accuracy (BORA). According to Mohammed (2011) this is used in marketing literature and consumer perception. Analyze UK residents on the actual origin of different products or brands and how they influence consumer behavior as stated Ramsey (2009). In this survey results, consumers well know which brands where from the UK, the one of non UK origin, and the one in which consumers know which country specifically came from (BORA country). This information is important stating the influences on product attributes, quality and consumer behavior. BORA an analysis undertaken by questionnaire on the UK residents, requiring them to state if they are familiar with the origin of different brands. The BORA statistic contains results from a survey of UK residents, who were asked to identify the country of origin of 18 well-known brands. The data in the file are of 150 respondents to the survey. Figures identified for number of UK brands identify as being of UK origin, number of non UK brands correctly identified of non UK origin and the number of non UK brands for which the country of origin was specified. These variables are labelled respectively as BORA UK, BORA non UK and BORA country. Survey results also contain values of consumer cosmopolitan score (COSMO) Spread of data is distributed differently within variables of a data set. The information provided is essential in summary and conclusion on various measures on the relevant data. The frequency table describe consumer perception of different brands and origin of this product has been shown by Cardoso and Francisco (2011). The distribution of a variable is the number of times an outcome will occur in a number of experiments. The data of BORA UK states the number of brands that different respondents (150) thought are the UK, through a series of 18 brands. The focus to this analysis is to develop a frequency distribution. This suggested same score that fall in the same range of respondents among the 150.Frequency distribution table for the discrete variables. The survey resulted to both male and female. The total male survey was 67 out of a total of 150 respondents. The total gender survey that identified the product brand origin was 965.The total male survey results of BORA UK was 424. Table 1.  Frequency distribution table sex frequency relative frequency male 424 43.93% female 541 56.06% Total 956 100% The variable recorded was of sex as illustrated in the frequency distribution above. The last table column consists of the relative frequency, which are computed by dividing the frequency of the males by the total sample size (i.e. 424/965) and expressing as percentage. The summary of survey conducted for 150 respondents, male and female. The figures identified for the number of brand on no UK origin. The total male survey was 62 out of a total 150 respondents. The total gender survey identified non UK brand origin was 1098. Males total count was 477.Therefore the female count was 621.We summarize this data using frequency distribution tables for sex as shown by the table below. Table 2.  Frequency distribution table for sex non UK brand origin sex frequency relative frequency % male 477 43.44 female 621 56.65 total 1098 100 Consumer cosmopolitanism Marketing literature proves the position of consumer perception on local or foreign brands. However, further investigation of Daniel et al (2004) why consumer might consider foreign products over local. Consumer cosmopolitan is introduced as an attribute that explains the preference. The results below highlight the position of consumer measures. Frequency distribution table consumer cosmopolitan sex frequency relative frequency male 1503 43.26% female 1971 56.73% Total 3474 100% 2. DIFFERENCE IN AVERAGE BORA BETWEEN MALE AND FEMALE Findings of the research survey are categorically classified. The data sets consist of a frequency distribution between the categories. The population proportion of BORA was between the male and female gender. These are two population proportion and a variable of interest analyzed. It is important to compare the proportion of UK BORA, non UK BORA, and BORA country of the two population. Males and females were asked about their perception of actual origin of different products or brands and how this influence consumer behavior. The total male survey was 67 out of a total 150 respondents. This figure produce a relative frequency of 43% where as 56.06% of the UK BORA. This estimates the population proportion of male gender who thought that this brands where of UK origin. A higher percentage than that of the females noted. The gender was on male and female and sample observed on male was m1 and sample observed on women was m2. This proportions can be used for statistical inference. The total sample population was 150 respondents both male and female. Test is the population from which the respondent is selected, if there were a difference in average BORA between men and women. male population was 62 out of the 150 respondents, whereas the female population was 83 out of total of 150 respondents. THE METHODS EMPLOYED IS HYPOTHESIS TESTING. Conduct a test procedure known as hypothesis testing. Hypothesis testing the difference between averages of the male and female. This approach involves a four-step process (1). state the hypothesis (2). formulate an analysis plan. (3) Analyze sample data (4) Interpret results. Sayed et al. (2011) state the hypothesis be as either null hypothesis or an alternative hypothesis. They are mutually exclusive, if one is true and the either is false. The difference between the average of BORA male and the average of BORA women. Null hypothesis u1-u2=d Alternative hypothesis u1-u2≠d We conduct a two-tailed test. Create an analysis procedure, there are important aspects that should be incorporated to accept or reject the null hypothesis. Using a significant level of 0.05. The test method employed is the BORA UK & BORA non UK t-Test: Two-Sample Assuming Unequal Variances   8 9 Mean 6.422819 7.308725 Variance 2.678124 1.633775 Observations 149 149 Hypothesized Mean Difference 0 df 280 t Stat -5.20771 P(T Read More