But there is no any information collected on the purchasing of cell phone, which now is the essential equipment in one’s life. As a result, I want to test the following two questions: 1. Are Chinese consumers very brand loyal to cell phone? 2. Is there any difference between Chinese customers and Non-Chinese customers in brand loyalty to cell phone? Ill. Data perception Frequencies: In the frequencies analysis, we can know that among all 55 data collected, there are 3 missing values. For the question No. 4 and No. 10, there are 2 missing values.

Factor Analysis: The screen plot is attached in Appendix. According to ten Rotated component Matrix, we can slumps 2 questions Into different factors. Selecting the value which is bigger than 0. , we categorize 12 questions as following: Factor 1: No. 8 ; No. 9 Factor 2: NON, No. 5 ;No. 6 Factor 3: No. L, No. 2 ;No. 3 And then we make the Reliability Analysis to these new factors: For the first two factors, the results are . 795 and . 774, which is somewhat good outcomes showing that the data is reliable. For the last factor, the result is . 19, even though it’s not a perfect outcome, however, not a bad score. One sample T-Test: Under one sample t-test, I test whether people’s attitude toward to all questions is neutral. The result is listed as following: For questions “11. Once I have made a choice on which cell phone brand to purchase, I am likely to continue buy it without considering other brands. ” “12. Once I get used too cell phone brand, I hate to switch. ” “15. Although another brand is on sale, I still bought the cell phone of a particular brand. ” Since Gig. Values of these three questions are higher than . 5, we make the conclusion that people’s attitude toward these two questions is neutral. For the rest 9 questions, because

The results are listed as following: For question, “6. If I like a brand, I rarely switch from it Just to try something different. ” The Gig. Value of fixed variable “engage” is less than . 05, we can know that “engage” is a significant affecting factor of this question and then make the conclusion that people from different age group differ in attitude towards this question. Also, the Estimated Marginal Meaner has been run, which is attached in the Appendix. “7. I considered brand to be very important in choosing a cell phone. The Gig. Value of variable “gender” “gender * engage” and “nationality * engage” are all less than . 05, we can know that these three variables are significant affecting factors of this question Also, the Estimated Marginal Meaner has been run, which is attached in the Appendix. “9. Usually, I care a lot about which particular cell phone brand I buy. ” The Gig. Value of variable “gender” and “nationality * engage” are all less than . 5, we can know that these two variables are significant affecting factors of this question.

Also, the Estimated Marginal Meaner has been run, which is attached in the Appendix. For the question, “12. Once I get used too cell phone brand, I hate to switch. ” The Gig. Value of fixed variable “gender” is less than . 05, we can know that “gender” is a significant affecting factor of this question and then make the conclusion that male and female differ in attitude towards this question. Also, the Estimated Marginal Meaner has been run, which is attached in the Appendix. “15. Although another brand is on sale, I still bought the cell phone of a particular brand. The Gig. Value of variable “gender” “gender * engage” and “nationality * engage” are all less than . 05, we can now an tense tense variables are gallants affecting factors of this question Also, the Estimated Marginal Meaner has been run, ‘V. General Conclusion According to the questionnaire I have done, I can make the conclusion that 1. Chinese consumers are very brand loyal to cell phone. 2. There is no big difference between Chinese customers and Non-Chinese customers in brand loyalty to cell phone.

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