Marketing_Research

SPSS BACK YARD BBQ 14.1 and 15.1 CASE STUDY 14.1: THE BACK YARD BBQ STORY(PART 1 Back Yard BBQ (BYBBQ) is a fast food restaurant chain, offering local taste which is Aussie-style burgers, fish, salad, chips and so on. According to the expansion its business, the management is concerned with consumer attitude and lifestyles toward the fast food restaurants. This report will help the management to analyse information about gender differences in attitudes towards and preferences for the fast food restaurants. Moreover, it will demonstrate key insights to management in order to develop the business and clarify what variables can affect the visiting restaurant. Therefore, the understanding of consumer perspectives can help BYBBQ to enhance its restaurant satisfying customers’ needs. 1. Create appropriate charts (e.g. bar and pie) on the variables and report your initial insights to the BYBBQ management. [pic] Figure 1: FF restaurant Visits per Month The figure 1 illustrates the survey of 300 respondents visiting fast food restaurant per month that the majority of respondents as equal to 34% visit fast food restaurant twice per month whereas the minority of respondents which is 2.3% visit the restaurant seven times or more. However, the mean of visitors at fast food restaurant is three times per month. [pic] Figure 2: Dollars spent per visit According to figure 2, the bar graph demonstrates how much dollars customer spent per visit at fast food restaurant surveyed from 300 participants. The greatest number of respondents is 43% who spend $2.01 to $4.00 on fast food restaurant per visit. Conversely, under $2 are spent on fast food restaurant given by 1.3% of respondents. Nevertheless, this graph depicts the average of dollars spent per visit that is $3.39. [pic] Figure 3: FF Restaurant Visited Most Often in Last 30 days The survey of 300 participants in the most often visiting fast food restaurant in last 30 days is shown is the figure 3. 44.67% of respondents which is the most of respondents visit at McDonald’s and the second place that often has visitors is Burger King given by 22.7% of respondents. As a result, this figure shows that McDonald’s, Burger King and Kentucky Fried Chicken are the top 3 of fast food restaurants that have the most visitors in the last 30 days respectively. [pic] Figure 4: Price of Items The figure 4 illustrates the survey of 300 respondents visiting fast food restaurant that 1.3% of respondents recognise that price of items is the most important whereas the majority of respondents as equal to 26.7% consider price of items that is the fifth in importance as compared with other variables. Therefore, price of items is not the vital factor affecting consumers to visit to fast food restaurant. [pic] Figure 5: Speed of Service According to figure 5, the bar graph describes 27.7% of 300 participants agree that the speed of service is the most important factor while the second and forth important of speed of service is equal given by 17.7% participants. Conversely, 11.7% of respondents inform the speed of service, being the least important. As a result, the speed of service is the highest impact of participants to patronise the fast food restaurant as liken to other variables. [pic] Figure 6: Convenient Location The effect of convenient location affecting visitors is shown in the figure 6. Despite the least important given by 6% of 300 respondents, 14.3% of them believe that convenient location is the most important. Nevertheless, the minority which is 26% of respondents give convenient location being the forth in importance. Thus, this aspect is not important for consumers. [pic] Figure 7: Consistent Food Quality The figure 7 illustrates the consistent food quality that can influence consumers. 22.7% of 300 respondents show that the consistent food quality is the most important but 0.3% points out that the influence of the quality of consistent food is the least important. [pic] Figure 8: Menu Variety According to figure8, menu variety is the most important factor considered by 23.7% of 300 participants whereas the minority provides menu variety that is the forth necessary factor for visiting the fast food restaurant. Moreover, 13.7% of respondents believe that menu variety is the least important element. Consequently, menu variety is the crucial impact of fast food restaurant visitors. [pic] Figure 9: Friendly Employees-Staff The important of friendly employees-staff is illustrated in figure 9. It depicts friendly employees-staff that is the most important given by 1.7% of 300 respondents. In contrast, 9.3% of respondents think that this factor is the least important. Therefore, the visitors do not consider with the friendly employees of fast food restaurant. [pic] Figure 10: Large Size Portions The figure 10 depicts the important of large size portions surveying from 300 respondents. The majority of participants as equal to 34% agree that this factor is the least important whereas 9% of them believe that it is the most important element. As a consequence, the large size portions of fast food restaurant are the highest impact as compared with other elements. 2. The management wants to find out if there are gender differences in attitudes towards and preferences for fast food restaurants. Recommend an appropriate test to address this query. Report your findings to the management. It is appropriate to use independent sample t-test as to analyse if there are any gender differences in attitude towards and preferences for fast food restaurants. In addition, cross-tab analysis is the needed to show the association within these variables by using chi-square. Given the information, variables question 11 to question 19 indicate the attitudes towards and preferences for fast food restaurants. Therefore, by using SPSS, we analyse by using independent sample t-test and cross-tab analysis one by one based on gender. T-Test Analysis Question 11: Prefer FF restaurants that serve healthy or nutritious food |Group Statistics | | | | |Levene's Test for |t-test for Equality of Means | | |Equality of | | | |Variances | | | | | | | |Levene's Test for |t-test for Equality of Means | | |Equality of | | | |Variances | | | | | | | |Levene's Test for |t-test for Equality of Means | | |Equality of | | | |Variances | | | | | | | |Levene's Test for |t-test for Equality of Means | | |Equality of | | | |Variances | | | | | | | |Levene's Test for |t-test for Equality of Means | | |Equality of | | | |Variances | | | | | | | |Levene's Test for |t-test for Equality of Means | | |Equality of | | | |Variances | | | | | | | |Levene's Test for |t-test for Equality of Means | | |Equality of | | | |Variances | | | | | | | |Levene's Test for |t-test for Equality of Means | | |Equality of | | | |Variances | | | | | | | |Levene's Test for |t-test for Equality of Means | | |Equality of | | | |Variances | | | | | |Value |df |Asymp. Sig. (2-sided) | |Pearson Chi-Square |5.659a |5 |.341 | |Likelihood Ratio |6.025 |5 |.304 | |Linear-by-Linear Association |2.323 |1 |.127 | |N of Valid Cases |300 | | | |a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 5.46. | Given the data, this chi-square table shows that the associations between gender and the preference for fast food restaurants that serve healthy or nutritious food is not associate because the value of Asymp. Sig. (2-sided) is higher than 0.05. Question 12: Friendly employees are important in selecting a FF restaurant |Chi-Square Tests | | |Value |df |Asymp. Sig. (2-sided) | |Pearson Chi-Square |62.310a |5 |.000 | |Likelihood Ratio |67.736 |5 |.000 | |Linear-by-Linear Association |32.440 |1 |.000 | |N of Valid Cases |300 | | | |a. 4 cells (33.3%) have expected count less than 5. The minimum expected count is 1.99. | Given the data, this chi-square table shows that the associations between gender and the important of friendly employees in selecting a fast food restaurant is significantly associate because the value of Asymp. Sig. (2-sided) is lower than 0.05. Question 13: I eat at FF restaurants that offer coupons |Chi-Square Tests | | |Value |df |Asymp. Sig. (2-sided) | |Pearson Chi-Square |8.532a |5 |.129 | |Likelihood Ratio |8.686 |5 |.122 | |Linear-by-Linear Association |5.194 |1 |.023 | |N of Valid Cases |300 | | | |a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 17.38. | Give the data, this chi-square table shows that there is no association between gender and the eating at fast food restaurant that offer coupons because the value of Asymp. Sig. (2-sided) is higher than 0.05. Question 14: I eat at FF restaurants that have knowledgeable employees |Chi-Square Tests | | |Value |df |Asymp. Sig. (2-sided) | |Pearson Chi-Square |59.837a |5 |.000 | |Likelihood Ratio |62.278 |5 |.000 | |Linear-by-Linear Association |37.643 |1 |.000 | |N of Valid Cases |300 | | | |a. 2 cells (16.7%) have expected count less than 5. The minimum expected count is 3.97. | Given the data, this chi-square table shows that the associations between gender and the eating at fast food restaurants that have knowledgeable employees is significantly associate because the value of Asymp. Sig. (2-sided) is lower than 0.05. Question 15: The quality of ingredients at FF restaurants is more important than price |Chi-Square Tests | | |Value |df |Asymp. Sig. (2-sided) | |Pearson Chi-Square |4.509a |4 |.341 | |Likelihood Ratio |4.533 |4 |.339 | |Linear-by-Linear Association |2.330 |1 |.127 | |N of Valid Cases |300 | | | |a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 7.45. | Given the data, this chi-square table shows that the associations between gender and the quality of ingredients at fast food restaurants that is more important than price is not associate because the value of Asymp. Sig. (2-sided) is higher than 0.05. Question 16: I look for special price promotions when selecting a FF restaurant |Chi-Square Tests | | |Value |df |Asymp. Sig. (2-sided) | |Pearson Chi-Square |6.377a |4 |.173 | |Likelihood Ratio |6.497 |4 |.165 | |Linear-by-Linear Association |4.672 |1 |.031 | |N of Valid Cases |300 | | | |a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 17.38. | Given the data, this chi-square table shows that there is no associations between gender and looking for special price promotions when selecting a fast food restaurant because the value of Asymp. Sig. (2-sided) is higher than 0.05. Question 17: I prefer FF restaurants that have salads and salad bars |Chi-Square Tests | | |Value |df |Asymp. Sig. (2-sided) | |Pearson Chi-Square |11.764a |5 |.038 | |Likelihood Ratio |11.929 |5 |.036 | |Linear-by-Linear Association |.636 |1 |.425 | |N of Valid Cases |300 | | | |a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 9.93. | Given the data, this chi-square table shows that there is strong association between gender and the preference for fast food restaurants that have salads and salad bars because the value of Asymp. Sig. (2-sided) is less than 0.05. Question 18: I prefer FF restaurants that have courteous employees |Chi-Square Tests | | |Value |df |Asymp. Sig. (2-sided) | |Pearson Chi-Square |58.721a |4 |.000 | |Likelihood Ratio |60.910 |4 |.000 | |Linear-by-Linear Association |40.570 |1 |.000 | |N of Valid Cases |300 | | | |a. 2 cells (20.0%) have expected count less than 5. The minimum expected count is 1.99. | Given the data, this chi-square table shows that the association between gender and the preference for fast food restaurants that have courteous employees is significantly associate because the value of Asymp. Sig. (2-sided) is lower than 0.05. Question 19: FF restaurants generally have consistent quality food |Chi-Square Tests | | |Value |df |Asymp. Sig. (2-sided) | |Pearson Chi-Square |1.407a |4 |.843 | |Likelihood Ratio |1.409 |4 |.843 | |Linear-by-Linear Association |1.138 |1 |.286 | |N of Valid Cases |300 | | | |a. 2 cells (20.0%) have expected count less than 5. The minimum expected count is 4.47. | Given the data, this chi-square table shows that the association between gender and fast food restaurants generally that have consistent quality food is not associate because the value of Asymp. Sig. (2-sided) is higher than 0.05. In conclusion, based on T-Test, both female and male in average do not prefer fast food restaurants that serve healthy or nutritious food and salad bars. They also do not prefer fast food restaurant that have friendly employees and offer coupons. In contrast, male people in average usually eat at fast food restaurant that have knowledgeable and courteous employees rather than female. Moreover, both male and female select fast food restaurant offering special price promotions. However, they consider fast food restaurant having consistent quality food and the quality of ingredients at fast food restaurants, which is more important than price. According to the result, BYBBQ should consider to offer discount promotion in order to persuade customers both male and female to visit fast food restaurant because it has significant differentiation. In addition, the training of BYBBQ’s employees to be more knowledgeable and courteous is necessary as the result of T-Test and Chi-square is correlative between these variables and consumers particularly male customers. Conversely, Although there is no significant different by using T-Test, BYBBQ should consider to have salads and salad bars within the restaurant based on the Chi-square. 3. The management wants to know whether consumers’ likelihood of fast-food restaurant patronage and recommendation are influenced by the number of children they have living at home. Suggest a procedure to address this query. What can you infer from the results' Regression Question 1: FF Restaurant Visits per Month |Coefficientsa | |Model |Unstandardized Coefficients |Standardized |t |Sig. | | | |Coefficients | | | | | According to this table, the Sig. value of the number of children shows that the value is higher than 0.05. Therefore, the number of children does not affect the visiting at fast food restaurants. Question 33: Likely to Recommend |Coefficientsa | |Model |Unstandardized Coefficients |Standardized |t |Sig. | | | |Coefficients | | | | | According to this table, the table demonstrates the likelihood of fast food restaurant recommendation that it is significantly influenced by the number of children because the Sig. value of number of children is less than 0.05. In conclusion, the number of children is likely to affect the recommendation for fast food restaurant. However, the visiting fast food restaurant is not influenced by the number of children. 4. Develop a preliminary report for the management highlighting key insight and managerial implications. According to the finding data from the customers’ attitude towards and preferences for fast food restaurant based on the gender, there are three important aspects for BYBBQ’s further enhancement. First of all, BYBBQ needs to train their employees to be more knowledgeable and courteous as the results shows that it is important and valid by using the test. This factor can provide the convenience for customers to visit fast food restaurants because their staffs can present information and menu accurately. Secondly, BYBBQ should consider price promotion offerings for the menu in order to attract customers to visit at the restaurants. Finally, BYBBQ can consider serving salad and salad bar in their restaurants as it can create an opportunity to increase the volume of customers who prefer healthy foods. In addition, BYBBQ should consider providing a playground for children in their restaurant because the results from regression test shows that the number of children does not affect the visiting fast food restaurants. This can help BYBBQ to increase their profits as children will convince parents to patronage BYBBQ. CASE STUDY 15.1: THE BACK YARD BBQ STORY(ARE WE THERE YET' 1. To ensure that the characteristics of variables are not overlooked prior to execution of further analysis, for each variable (q1 to q40), identify whether the variable is metric or non-metric in nature. |Variable |Nature |Comment | |Respondent ID |Nominal |Although it is number, it represents an Identification of person. Therefore, it is a name | | | |to each person. | |FF Restaurant Visits per Month |Scale |It represents the number of visitors of fast food restaurant per month. | |Dollars spent per visit |Scale |It is the number that represents how much dollars spent per visit. | |FF Restaurant Visited Most Often in|Nominal |Although it is number, it represents the most fast food name that customers often visit in| |Last 30 days | |last 30 days | |Price of Food Items |Ordinal |Although it is number, it represents respondents’ fast food selection and consumption | | | |pattern. Given the rank 1 to 7 which 1 is most important and 7 least important. | |Speed of Service |Ordinal |Although it is number, it represents respondents’ fast food selection and consumption | | | |pattern. Given the rank 1 to 7 which 1 is most important and 7 least important. | |Convenient Location |Ordinal |Although it is number, it represents respondents’ fast food selection and consumption | | | |pattern. Given the rank 1 to 7 which 1 is most important and 7 least important. | |Consistent Food Quality |Ordinal |Although it is number, it represents respondents’ fast food selection and consumption | | | |pattern. Given the rank 1 to 7 which 1 is most important and 7 least important. | |Menu Variety |Ordinal |Although it is number, it represents respondents’ fast food selection and consumption | | | |pattern. Given the rank 1 to 7 which 1 is most important and 7 least important. | |Friendly Employees-Staff |Ordinal |Although it is number, it represents the attitude of different gender towards friendly | | | |employees-staff. Given the rank 1 to 7 which 1 is most important and 7 least important. | |Large Size Portions |Ordinal |Although it is number, it represents the attitude of different gender towards large size | | | |portions. Given the rank 1 to 7 which 1 is most important and 7 least important. | |Prefer FF restaurants that serve |Scale |Although it is number, it represents the attitude of different gender towards the | |healthy/nutritious food | |preference of FF restaurants that serve healthy or nutritious food. Given the scale 1 to 6| | | |which 1 is definitely disagree and 6 definitely agree. | | |Scale |Although it is number, it represents the attitude of different gender towards friendly | |Friendly employees are important in| |employees which are important in selecting a FF restaurant. Given the scale 1 to 6 which 1| |selecting a FF restaurant | |is definitely disagree and 6 definitely agree. | |I eat at FF restaurants that offer |Scale |Although it is number, it represents the attitude of different gender towards the eating | |coupons | |at FF restaurants offering coupons. Given the scale 1 to 6 which 1 is definitely disagree | | | |and 6 definitely agree. | |I eat at FF restaurants that have |Scale |Although it is number, it represents the attitude of different gender towards the eating | |knowledgeable employees | |at FF restaurants that have knowledgeable employees. Given the scale 1 to 6 which 1 is | | | |definitely disagree and 6 definitely agree. | |The quality of ingredients at FF |Scale |Although it is number, it represents the attitude of different gender towards the quality | |restaurants is more important than | |of ingredients at FF restaurants that is more important than price. Given the scale 1 to 6| |price | |which 1 is definitely disagree and 6 definitely agree. | |I look for special price promotions|Scale |Although it is number, it represents the attitude of different gender towards the looking | |when selecting a FF restaurant | |for special price promotions when selecting a FF restaurant. Given the scale 1 to 6 which | | | |1 is definitely disagree and 6 definitely agree. | |I prefer FF restaurants that have |Scale |Although it is number, it represents the attitude of different gender towards the | |salads and salad bars | |preference of FF restaurants that have salads and salad bars. Given the scale 1 to 6 which| | | |1 is definitely disagree and 6 definitely agree. | |I prefer FF restaurants that have |Scale |Although it is number, it represents the attitude of different gender towards the | |courteous employees | |preference of FF restaurants that have courteous employees. Given the scale 1 to 6 which 1| | | |is definitely disagree and 6 definitely agree. | |FF restaurants generally have |Scale |Although it is number, it represents the attitude of different gender towards friendly | |consistent quality food | |employees-staff. Given the scale 1 to 6 which 1 is definitely disagree and 6 definitely | | | |agree. | |I am an innovator in purchasing new|Scale |Although it is number, it represents the lifestyle of respondents. Given the scale 1 to 6 | |products and services | |which 1 is definitely disagree and 6 is definitely agree. | |My choice of products and services |Scale |Although it is number, it represents the lifestyle of respondents. Given the scale 1 to 6 | |is influenced by advertising | |which 1 is definitely disagree and 6 is definitely agree. | |I typically search for the best |Scale |Although it is number, it represents the lifestyle of respondents. Given the scale 1 to 6 | |price | |which 1 is definitely disagree and 6 is definitely agree. | |Price is important in selecting a |Scale |Although it is number, it represents the lifestyle of respondents. Given the scale 1 to 6 | |fast-food restaurant | |which 1 is definitely disagree and 6 is definitely agree. | |I spend a lot of time talking to |Scale |Although it is number, it represents the lifestyle of respondents. Given the scale 1 to 6 | |friends about products and services| |which 1 is definitely disagree and 6 is definitely agree. | |Friends and neighbours come to me |Scale |Although it is number, it represents the lifestyle of respondents. Given the scale 1 to 6 | |for advice on products and services| |which 1 is definitely disagree and 6 is definitely agree. | |I shop for specials |Scale |Although it is number, it represents the lifestyle of respondents. Given the scale 1 to 6 | | | |which 1 is definitely disagree and 6 is definitely agree. | |I seldom eat food that is fried |Scale |Although it is number, it represents the lifestyle of respondents. Given the scale 1 to 6 | | | |which 1 is definitely disagree and 6 is definitely agree. | |I play a leadership role in my work|Scale |Although it is number, it represents the lifestyle of respondents. Given the scale 1 to 6 | |environment | |which 1 is definitely disagree and 6 is definitely agree. | |I am influential in my |Scale |Although it is number, it represents whether the respondents are influential in their | |neighbourhood | |neighbourhoods. Given the scale 1 to 6 which 1 is definitely disagree and 6 is definitely | | | |agree. | |I minimize my intake of salt |Scale |Although it is number, it represents the lifestyle of respondents. Given the scale 1 to 6 | | | |which 1 is definitely disagree and 6 is definitely agree. | |Satisfaction |Scale |Although it is number, it represents the satisfaction of restaurant towards fast food | | | |restaurants. Given the scale 1 to 7 which 1 is very dissatisfied and 7 is very satisfied | |Likely to Return |Scale |Although it is number, it represents the likelihood of respondents to return to fast food | | | |restaurants. Given the scale 1 to 7 which 1 is very unlikely and 7 is very likely. | |Likely to Recommend |Scale |Although it is number, it represents the likelihood of respondents to recommend fast food | | | |restaurants to others. Given the scale 1 to 7 which 1 is very unlikely and 7 is very | | | |likely. | |Marital Status |Nominal |Although it is number, it represents the marital status of respondents. | |Number of Children |Scale |It represents the number of children of respondents. | |Occupation |Nominal |Although it is number, it represents the occupation of respondents. | |Educational Level |Ordinal |Although it is number, it represents the education level of respondents. | |Ethnic Origin |Nominal |Although it is number, it represents the ethnic origin of respondents. | |Gender |Nominal |Although it is number, it represents the gender of respondents. | 2. Conduct associative tests between the variables and report your findings to the management. |Correlations | | |My choice of products|I am an innovator in | | |and services is |purchasing new | | |influenced by |products and services| | |advertising | | |My choice of products and services |Pearson Correlation |1 |.002 | |is influenced by advertising | | | | | |Sig. (2-tailed) | |.974 | | |N |300 |300 | |I am an innovator in purchasing new|Pearson Correlation |.002 |1 | |products and services | | | | | |Sig. (2-tailed) |.974 | | | |N |300 |300 | Table 1: Correlations between I am an innovator in purchasing new products and services and my choice of products and services is influenced by advertising. According to table 1, it shows that the value of the Pearson Correlation is 0.002. Therefore, the association between two these variable is low correlative. |Correlations | | |I typically search |Price is important in| | |for the best price |selecting a fast-food| | | |restaurant | |I typically search for the best |Pearson Correlation |1 |.588** | |price | | | | | |Sig. (2-tailed) | |.000 | | |N |300 |300 | |Price is important in selecting a |Pearson Correlation |.588** |1 | |fast-food restaurant | | | | | |Sig. (2-tailed) |.000 | | | |N |300 |300 | |**. Correlation is significant at the 0.01 level (2-tailed). | Table 2 : Correlation between I typically search for the best price and price is important in selecting a fast-food restaurant. According to table 2, it shows that the value of the Pearson Correlation is 0.588. Therefore, the association between two these variable is moderate correlative. |Correlations | | |I spend a lot of time|Friends and neighbors| | |talking to friends |come to me for advice| | |about products and |on products and | | |services |services | |I spend a lot of time talking to |Pearson Correlation |1 |.122* | |friends about products and services| | | | | |Sig. (2-tailed) | |.035 | | |N |300 |300 | |Friends and neighbors come to me |Pearson Correlation |.122* |1 | |for advice on products and services| | | | | |Sig. (2-tailed) |.035 | | | |N |300 |300 | |*. Correlation is significant at the 0.05 level (2-tailed). | Table 3: Correlation between I spend a lot time talking to friends about products and services and friends and neighbours come to me for advice on products and services. According to table 3, it shows that the value of the Pearson Correlation is 0.122. Therefore, the association between two these variable is low relative. |Correlations | | |I play a leadership |I am influential in | | |role in my work |my neighborhood | | |environment | | |I play a leadership role in my work|Pearson Correlation |1 |.479** | |environment | | | | | |Sig. (2-tailed) | |.000 | | |N |300 |300 | |I am influential in my neighborhood|Pearson Correlation |.479** |1 | | |Sig. (2-tailed) |.000 | | | |N |300 |300 | |**. Correlation is significant at the 0.01 level (2-tailed). | Table 4: Correlation between I pay a leadership role in my work environment and I am influential in my neighbourhood. According to table 4, it shows that the value of the Pearson Correlation is 0.479. Therefore, the association between two these variable is moderate relative. |Correlations | | |I seldom eat food |I minimize my intake | | |that is fried |of salt | |I seldom eat food that is fried |Pearson Correlation |1 |.968** | | |Sig. (2-tailed) | |.000 | | |N |300 |300 | |I minimize my intake of salt |Pearson Correlation |.968** |1 | | |Sig. (2-tailed) |.000 | | | |N |300 |300 | |**. Correlation is significant at the 0.01 level (2-tailed). | Table 5: Correlation between I seldom eat food that is fried and I minimize my intake of salt. According to table 5, it shows that the value of the Pearson Correlation is 0.968. Therefore, the association between two these variables is extremely correlate. |Correlations | | |Friends and neighbors|I am influential in | | |come to me for advice|my neighborhood | | |on products and | | | |services | | |Friends and neighbors come to me |Pearson Correlation |1 |.529** | |for advice on products and services| | | | | |Sig. (2-tailed) | |.000 | | |N |300 |300 | |I am influential in my neighborhood|Pearson Correlation |.529** |1 | | |Sig. (2-tailed) |.000 | | | |N |300 |300 | |**. Correlation is significant at the 0.01 level (2-tailed). | Table 6: Correlation between friends and neighbours come to me for advice on products and advice and I am influential in my neighbourhood According to table 5, it shows that the value of the Pearson Correlation is 0.529. Therefore, the association between two these variables is moderately correlate. 3. Can consumers’ opinions about their lifestyles distinguish whether they are male or female' Propose an appropriate test for the above and report your findings to the management. How can these findings be useful for the management' |Variables in the Equation | | | According to this table, q20 to q33 which are consumers’ opinions about their lifestyles cannot distinguish between male and female as the Sig. value is higher than 0.05. However, there are two variables which are q25 and q32. These variables show that there are distinctness between male and female as the Sig. value is less than 0.05. 4. Update your report by integrating your new findings with the initial report submitted to the management. According the initial report, BYBBQ should concentrate with the knowledgeable and courteous employees affecting customer visiting fast food restaurants. In addition, price promotion offering can attract customers to patronage at the restaurant. Moreover, the report shows that the number of children does not influence the visiting. According to this report, the research discovers the association of lifestyle people that there are two couple variables that have less correlation. First, I am an innovator in purchasing new products and services that have fewer correlations with my choice of products and services influenced by advertising. Another variable which has less corrective, that is, I spending a lot of time talking to friends about products and services and Friends and neighbours come to me for advice on products and services. Furthermore, there are three couples which are moderately associative. Conversely, the research also found that seasoning is the important thing which is high relative with fried food sold by fast food restaurants. Therefore, fast food restaurant should provide free seasoning encompassing “salt and paper” to customers so this offering can satisfy customers’ needs.