MBR Term Report: Group Members Ansharah Areeba Kazi Muqeet Naeem Sarosh Ahmed Khan Wajeeha Saajid

Group Members
Ansharah
[MBR TERM REPORT]

Areeba Kazi
Muqeet Naeem
Sarosh Ahmed Khan
Section:
WajeehaGSaajid
Instructor: Sadeeiyah Said
[MBR TERM REPORT] December 10, 2018
Contents
Introductory Session........................................................................................................................2
Problem Statement.................................................................................................................................2
Objectives................................................................................................................................................2
Research Goals........................................................................................................................................2
Body of the Report...............................................................................................................................2
Literature Review........................................................................................................................................3
Article 1...................................................................................................................................................3
Article 2...................................................................................................................................................3
Article 3...................................................................................................................................................4
Article 4...................................................................................................................................................4
Article 5...................................................................................................................................................5
Article 6...................................................................................................................................................6
Article 7...................................................................................................................................................6
Article 8...................................................................................................................................................7
Article 9...................................................................................................................................................7
Article 10.................................................................................................................................................8
Theoritical Framework................................................................................................................................9
Hypothesis Formulated...............................................................................................................................9
Research Design...................................................................................................................................9
Perceptual Map.........................................................................................................................................12
Results of Data Analysis...................................................................................................................12
Summary & Analysis..........................................................................................................................16
Recommendations.....................................................................................................................................16
Limitation of study.....................................................................................................................................17
Acknowledgements...................................................................................................................................17
References............................................................................................................................................17
Introductory Session
Problem Statement
We’re trying to identify the factors that impact “brand perception” & to what
degree. Furthermore we’re testing if there’s an impact of brand perception on a
consumer’s buying decision.
Objectives
 To find if there’s an effect of brand perception on buying decision
 The consumer’s perceived value of specific mid-ranged women clothing
brands (Sapphire, Khaadi, Ethnic, Ideas)
 To what degree is the perceived value impacted by the following factors:
brand loyalty (Emotional value), social value (ability to enhance self-
concept), durability, design-variety, price, store ambiance, service
quality.
Research Goals
To develop a better understanding of the relationship between brand perception &
buying decision, and also of the factors impacting the buying decision.
Body of the Report
Nature of the study
Questionnaire (Survey)
Literature Review
Article 1
Authors:
1. Mar í a-Eugenia Ruiz-Molina

2. Irene Gil-Saura
Variables
 Emotional Value
 Social Values
 Functional values ( sub divided into price and quality)
Literature Review
Perceived value is defined as the result of the comparison between perceived benefi ts and sacrifi ces by
the customer (Zeithaml, 1988; McDougall and Levesque, 2000). From this defi nition, it is inferred that it
is a subjective and ambiguous concept (Woodruff, 1997). In the scope of retailing, Sweeney and Soutar
(2001) developed a scale to measure perceived value that the authors denominate PERVAL. The PERVAL
scale identifi es three basic dimensions ofvalue, that is, emotional value (affective feelings generated by
a product), social value (the utility derived from the product’s ability to enhance the consumers social
self-concept) and functional value, composed of the sub-dimensions of price (utility derived from the
product due to the reduction of its perceived short-term and longer-term costs) and quality (referred to
as product performance).
Article 2
Author
Po‐Tsang Chen (Department of Hospitality Management, Ming Chuan University, Gui‐Shan, Taiwan)
Variables
 Service Quality
Literature Review
They've conducted a surgery & have then done multiple regression analysis to determine the
relationship between service quality & customer perceived value. They found out that there is a positive
relationship of the two factors. Service quality is positively related to both functional & symbolic
perceived value.
Article 3
Author:
Doriana Dumitrela MORAR
Variables
 Design
 Store Ambiance
 Service
 Variety
 Emotional value (brand loyalty)
 Social Value (brand name/awareness
Literature Review
Sheth (1991) identified five dimensions of the concept of value: social, emotional, functional, epistemic
and conditional.
1. Functional value is defined as the perceived usefulness of the service.
2. Emotional value consists in feelings or affective states generated by consumption experience.
3. The social value is given by the acceptability at the individual level and the relations with social
environment.
4. Epistemic value is given the ability of service to arouse curiosity and to satisfy the desire for
knowledge.
Article 4
Author:
Zhilin Yang, Robbin T. Peterson
Variables
 Customer loyalty
 Customer satisfaction
 Services
 Cost switching
Literature Review
It is a marketplace reality that marketing managers sometimes inflict switching costs on their customers,
to inhibit them from defecting to new suppliers. The main purpose of this research was to find out
whether switching cost affects customer satisfaction and customer loyalty or not. To address this
problem, they did a research, in which the independent variables were switching cost and perceived
value and the dependent variables were customer loyalty and satisfaction. The results evoked from a
Web-based survey of online service users. They found out that the companies that strive for customer
loyalty me should focus on perceived value and satisfaction. The moderating effects of switching costs
on the association of customer loyalty and customer satisfaction and perceived value are significant only
when the level of customer satisfaction or perceived, value is above average.
Article 5
Author
Ikilem Gocek, Senem Kursun, and Yesim Iridag Beceren
Variables
 The Perceived Service Quality

 The Perceived Product Quality
 The Brand Image
Literature Review
Service quality is defined as the level of perfection and excellence of service quality perception.The
higher level of service quality means higher level of customer satisfaction and results in better customer
loyalty and high level of profitability.
According to Didier, considering a marketing perspective, quality denotes a product’s ability to satisfy a
customer’s requirements. Parasuraman, Zeithaml and Berry mentioned on the necessity of
distinguishing product quality from service quality as the aspects which they are assessed differ.
Consumers use product specific intrinsic cues to evaluate product quality. Intrinsic cues like flavor or
color etc. are an inseparable and highly integral part of the product. Simultaneously, consumers also
trust the relevant extrinsic product cues such a price, brand name and store name as indicators of
product quality.
Nowadays, the formal introduction of the company, what it stands for, and the product it provides to
the consumer are denoted by branding. Brand informs the consumers about what the company’s
commitments are. Companies are identified by brands and brands bring specific value to the market. As
defined by the American Marketing Association, a brand is a name, term, sign, symbol, design or a
combination of them, intended to identify goods and services of one seller, or group of sellers and to
differentiate them from those of competition.
Article 6
Author
Univeristy Sultan Zainal Abidin, Terengganu, Malaysia.

Variables
 Brand image
 Customer perception
 Customer perceived value
Literature reviews
The purpose of the study was to investigate the relationship between customer perceived value and
customer’s perception of public relation on customer loyalty with moderating role of brand image.
Research was conducted on banking sector of Pakistan.
It was found that Customer Perceived value, Customer’s Perception of Public relation brought 94.0%
change on customer loyalty. Study concluded that there was a strong positive significant relationship
between proposed variables. To check the moderation of brand image researcher took the interaction of
all independent variables with brand image. Results prevailed that there was significant qasi moderation
exist.
Research limitations/implication: Further research is indicated, to identify effects of these variables on

other services provider companies of excluding Pakistani banking sector. This study is the first study that
tests the western model on south eastern countries like Pakistan. In addition to that there is no research
work found that reflects on customer perceived value and Customer’s perception of public relation with
moderating effect of brand image
Article 7
Author
 Jillian C. Sweeneya
 Geoffrey N. Soutarb
Variables
 Emotional
 Social
 Quality
 Price
Literature Reviews
The value of customer is the ratio or trade off between Quality and Price (e.g., ChainStore Age, 1985;
Cravens, Holland, Lamb & Moncrieff, 1988; Monroe, 1990), which is a value-for-money
conceptualization. But this theory has been argued, as the two components (quality and price) have
different affects on perceived value for money. For instance, some customers perceived value when
there is a low price while some perceived value when there is a balance between Quality and Price.
The model provides a strong foundation for which to build a perceived value scale called (PERVAL). The
functional value created by attributes such as reliability, durability and price. The first two of these
variables taking into account of quality, and prices are held to have separate influences on the perceived
value. Consequently, the perceived value was based on four dimesions, quality, price, social value and
emotional value, with quality and prices being considered as subcomponents of functional value.
Article 8
Authors
Oswald A. Igau
Abdul Wajid Bin Muhammad Kassim
Amran Bin Harun
School of Business and Economics, Universiti Malaysia Sabah
VARIABLES
Perceived value, customer satisfaction, brand loyalty.
LITERATURE REVIEWS:
The study was conducted by the students of university Malaysia Sabah, on the brand loyalty and brand
perception in the purchasing of mobile phone and to what extend these factors contributes in the
purchase of the product. The main objectives are besides investigating the relationship; also include
the study of mediating effect of customer satisfaction on the relationship between perceived value
and brand loyalty in the context of mobile purchasing. In total of 150 useable data collected from mobile
users among government and private employees around City of Kota Kinabalu, Sabah. The main
objective of this work was achieved when successful identified significant mediating effect of
customers’ satisfaction in the context of relationship between perceived value and brand loyalty.
Article 9
AUTHORS
Case Study of Louiss Vuitton-Moet Hennessy
Variables: Brand Image, Consumer Behaviour, Luxury Goods

Literature Review:
Consumers are influenced by many psychological, social and personal factors that influence their
perception of a brand. Brand is a powerful tool to attract more consumers to buy particular products
and, has become important in the luxury market. A very important factor that influences consumer’s
perceptions of a brand is strong brand image. The main purpose of this article is to study and analyse
the role of brand image on consumerbehaviour. This study examines how brand image affects consumer
behaviour from a consumer’s perspective. In order to more practical approach, the study concerned
case study of LVMH.All data and result based on literature is collected from mainly books, journal,
articles, and onlinematerial. The methodology for this study was quantitative. A questionnaire was
designed to provide answer to research question. In this study, one hundred four random participants
were collected online.
Article 10
Author:
S. Ramesh Kumar
Jai YashwantAdvani
Varaibles:
Brand loyalty, brand trust, brand symbolism, brand benefits, emerging brands, genetic
influence, and price.
Literature Review:
Brand loyalty is a topic of interest both to academics and practitioners involved with marketing.
The concept of relationship marketing has its underpinnings in brand loyalty. In consumers
products there a host of complexities that affect brand loyalty.
This study examines the combined effects of brand benefits, brand symbolism, brand trust,
genetic influence and price consciousness of consumers on brand loyalty for clothing category.
Data from random sample of four hundred and forty four consumers in India confirmed
significant influence of brand functionality benefits, a and all the other variables mentioned
above effect brands loyalty.
Results suggests that marketers would have to balance the traditional axiomatic views of brand
loyalty with the emerging dimensions of the bran migrations in the competitive context.
Theoretical Framework
Brand
Loyalty
Durability
Social
Value
Buying Perceived Design
Decision Value Variety
Price
Efficiency
Store
Ambiance
Service
Quality
Brand Loyalty:
Brand loyalty is a consumer behavior pattern where consumers become committed to a particular brand
and make repeat purchases over time. In a highly competitive market overwhelmed with new and
established brands, companies employ different tactics to create brand loyalty. Loyal customers will
purchase their favorite brand regardless of convenience or price. Brand loyalty is often based upon
perception. A consumer will consistently purchase the same product because she perceives it as being
the superior product among the choices available. You should note that brand loyalty usually relates to a
product, not a company. For example, while you may be loyal to your Honda Accord, but when it comes
to motorcycles, you might believe that a Harley leaves a Honda motorcycle in the dust.
Brand loyalty is important for several reasons. First, it reduces the cost of production because the sales
volume is higher. Second, companies with brand-loyal customers don't have to spend as much money
on marketing the product, which will permit the company to either retain more earnings or to invest
resources elsewhere. Third, companies may use premium pricing that will increase profit margins.
Finally, loyal consumers tend to recommend products that they like.
Design Variety:
It is proposed that the variety a brand offers can influence brand quality perceptions, and consequently,
affect brand choice, even when the available option set is held constant. Specifically, brands that offer
greater variety of compatible (i.e., focused and internally consistent) options are expected to be
perceived as having greater commitment and expertise in the category, which, in turn, enhances their
perceived quality and purchase likelihood.
Price Efficiency:
Price has a complex effect on consumer perception. On the one hand, consumers appreciate a bargain
and are often likely to favor an economically-priced item. On the other, consumers often perceive very
inexpensive items as cheap and discard able, ultimately damaging a consumer's view of a product even
if the product remains the same and the consumer is benefited from a price reduction. Especially
sophisticated or skeptical consumers are even prone to distrust a product that is considerably cheaper
than the alternatives. As a result, price should be part of a comprehensive marketing plan, where even
inexpensive products are depicted as favorable alternatives with similar levels of quality to the
competition, with a price that is somewhat lower but still comparable with other possibilities.
Service Quantity:
Even in the case of goods that exhibit numerous flaws, excellent service quality can often overshadow a
negative experience with the product itself. If a consumer feels that he receives exceptional attention
when encountering a problem with a product, that consumer is somewhat more likely to trust the brand
or product knowing that the manufacturer or retailer provides a prompt and effective response to
problems. Humans are social animals and their consumer behavior is often determined by the social
relationships that surround a product, including interactions with customer service representatives.
Store Ambiance:
Store ambience is the heart and core of any retail store and the success story of any retail store revolve
around it. Customers are experiencing a variety of stimuluses’ from the ambience of the retail stores
which arouses buying intentions in the mind of the customers. Factors of store ambience like sight,
sound and smell creates a psychological aura in the store and arouses impulse buying behavior. Because
music, light and scent/odor in a store always awakens the senses of the customers who are visiting the
store. All these ambience factors have a strong impact on the likelihood of the shoppers because these
factors put a psychological impact on the mind of the customer make them relaxed and happy and
pushes them for spending more time in the store which ultimately increases the footfall in the store and
leads to increase in sales due to un intended buying.
Social Values:
Social values form an important part of the culture of the society. Values account for the stability of
social order. They provide the general guidelines for social conduct. Values such as fundamental rights,
patriotism, respect for human dignity, rationality, sacrifice, individuality, equality, democracy etc. guide
our behavior in many ways. Values are the criteria people use in assessing their daily lives; arrange their
priorities and choosing between alternative course of action
Durability:
The ability of a cloth to exist for long without significant deterioration by resisting the effects of heavy
use, drying, wetting, heating, freezing, thawing, corrosion, oxidation, volatilization, etc.
Hypothesis Formulated
1. Hypothesis- Buying Decision is not dependent on Brand Perception
H1 – Buying Decision is not dependent on perceived value of Sapphire
H2 – Buying Decision is not dependent on perceived value of Khaadi
H3 – Buying Decision is not dependent on perceived value of Ethnic
H4 – Buying Decision is not dependent on perceived value of Ideas
2. To what degree is the perceived value impacted by the following factors:

brand loyalty (Emotional value), social value (ability to enhance self-
concept), durability, design-variety, price, store ambiance, service quality.
H5- R square =0 (The fitted regression model is not a statistically

significant)
Research Design
1. Nature of the study

 Survey(questionnaires)
2. Data Collection
Online survey (questionnaire) using google forms.
3. Sampling Design
 Population: women aged 18-41
 Sample size: 100
 Sampling Technique: Random Sampling
4. Unit of Analysis
Consumers
5. Time Frame
The data was collected in a span of 2 weeks
6. Data Analysis
We’re mainly working with inferential statistics in our research. The following
tests were performed using
SPSS:
1. Crosstabs/Chi-Square Analysis: To check if the two variables
(brand perception&buying decision) are dependent.
Independent/Rows: Perceived Value – Scalar Variable
Dependent/Columns: Buying Decision-Nominal Variable
2. Regression Analysis:
Dependent: Perceived Value
Independent: brand loyalty (Emotional value), social value (ability to
enhance self-concept), durability, design-variety, price, store
ambiance, service quality
Age Group
6%
10%
18-25 7. Data in Tabular form

26-33
34-40
84%
Impact of Percieved Value on

Buying Decision
21%
Factors Influencing
PerceivedPerceived
Value Value
11% 12%
22%
26% Brand Loyalty
Durability
13% Social Value
Sapphire
13%
Design Variety
Khaadi
Price Efficiency
Ethnic
79% Store Ambiance
Ideas
Service Quality
12% 12% Other
No Yes 24%
13% 13%
27%
Perceptual Map
4.5
3.5
3 Brand Loyalty
0.5 1 1.5 2 2.5 3 3.5 4 Durability
Social Value
2.5
Design Variety
Price Efficiency
2
Store Ambiance
Service Quality
1.5 Other
0.5
Results of Data Analysis
Part 1- Crosstabs/Chi-Square Results
Sapphire
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 14.773a 4 .005
Likelihood Ratio 17.615 4 .001
Linear-by-Linear Association 11.297 1 .001
N of Valid Cases 100
a. 4 cells (40.0%) have expected count less than 5. The minimum expected count is
1.68.
Khaadi
Chi-Square Tests
sided)
a. 4 cells (40.0%) have expected count less than 5. The minimum expected count is .
63.
Ethnic
Chi-Square Tests
sided)
1.68.
Ideas
Chi-Square Tests
sided)
Linear-by-Linear Association .221 1 .638
2.31.
Summary& Analysis
Chi-Square Tests- 95% level of significance

Pearson Chi Df Rejection Rejection/ Non
sq Value Region Rejection
Sapphire 14.773 4 Greater than Rejection
9.844
Ethnic 16.551 4 Greater than Rejection
9.844
Khaadi 9.383 4 Greater than Non Rejection
9.844
Ideas 2.969 4 Greater than Non Rejection
9.844
It can be seen that our null hypothesis regarding the independence of Brand
Perception on Buying Decision is being rejected in the first two cases, i.e of
Sapphire & Ethnic. Khaadi has a close non-rejection, which would easily have been
rejected as well if the sample size was larger. We observe a strong non- rejection in
case of Ideas. However seeing the majority results, it is reasonable to conclude that
buying decision is impacted by the perceived value of a brand.
Part 2- Regression Results
Model Summaryb
Model R R Square Adjusted R Square Std. Error of the

Estimate
1 .696a .485 .446 .58905
a. Predictors: (Constant), ServiceQuality, SocialValue, PriceEfficiency,

StoreAmbiance, BrandLoyalty, DesignVariety, Durability
b. Dependent Variable: PerceivedValue
ANOVAa
Model Sum of df Mean Square F Sig.

Squares
Regression 30.031 7 4.290 12.364 .000b
1 Residual 31.922 92 .347
Total 61.953 99
a. Dependent Variable: PerceivedValue

b. Predictors: (Constant), ServiceQuality, SocialValue, PriceEfficiency,
StoreAmbiance, BrandLoyalty, DesignVariety, Durability
Coefficientsa
Model Unstandardized Standardize T Sig. 95.0% Confidence

Coefficients d Interval for B
Coefficients
B Std. Error Beta Lower Upper

Bound Bound
(Constant) .535 .347 1.543 .126 -.154 1.224
BrandLoyalty .116 .105 .124 1.103 .273 -.093 .326
Durability -.154 .137 -.145 -1.119 .266 -.427 .119

SocialValue .199 .112 .191 1.779 .078 -.023 .421
1
DesignVariety .236 .125 .232 1.894 .061 -.011 .483
PriceEfficiency .360 .127 .342 2.822 .006 .107 .612
StoreAmbiance -.041 .107 -.039 -.380 .705 -.254 .172
ServiceQuality .116 .133 .106 .875 .384 -.148 .380
a. Dependent Variable: PerceivedValue

Summary & Analysis
The fitted regression model is able to explain 48.5% of the changes that occur in
the determination on perceived value. The rest (i.e 51.5%) is due to factors that are
not a part of this model.
R square Testing- 95% level of significance
F calculated Df Rejection Region Rejection/ Non

Rejection
12.364 4 Greater than 2.09 Rejection
Our null hypothesis (H5) for R square is being rejected. This indicates that our
model is statistically significant & that these factors are useful predictors of
perceived value.
We can further observe that durability and store ambiance do not a have a positive
relationship with perceived value. Other than that, all other factors seem to be
useful predictors of perceived value. Price efficiency seemingly makes up for the
greatest change, followed by design variety and social value.
Recommendations
Our quantitative data (Statistical testing) and qualitative data from focus groups
complement each other in three important areas.
First our statistical testing concludes that price efficiency is the most prominent
factor in the perceptions that lead to buying behavior. This was also evident in our
focus group interview where all 7/7 participants voiced their opinion that price is
one of core factor that impacts their buying decisions.
The second being design variety – which is also evident in our statistical testing
ranking at the second highest in beta co-efficient. 5/7 of our participants gave their
opinion that design variety was very important for them. If a brand does not have a
good design variety, they would choose to look elsewhere.
The third most prominent factor that came to conclusion is social value. This was
another factor that was raised by our participants in the focus group where the
feedback we got was geared towards how they would be perceived while using or
wearing that brand. In our focus group we found that 4/7 people considered social
value an important factor in their buying decision while the remaining participants
had an opinion that they would not be hindered by what the society would think of
them if they wore a specific brand.
Keeping these three prominent factors in-line, we would suggest that brands should
focus on these factors much more. As they’re impacting the buying decision of the
target audience more than the other factors. However, we cannot conclude these
factors as the only reason due to our limited number of responses and the limitation
of age group in our surveys. For further strong evidence and suggestions more
research would be required.
Limitation of study
 The sample size isn’t large enough
 85% of our sample is comprised of women in the age bracket of 18-25.
Acknowledgements
Ms. Sadeeiyah Said
References
 https://link.springer.com/article/10.1057/rlp.2008.21
 https://www.emeraldinsight.com/doi/abs/10.1108/09596111011042730
 https://www.researchgate.net/publication/271585009_An_overview_of_the_consumer_value_l
iterature_-_perceived_value_desired_value
 https://scholar.google.com.pk/scholar?
hl=en&as_sdt=0%2C5&q=relationship+between+perceived+value+and+pricing&btnG=#d=gs_qa
bs&p=&u=%23p%3DFAu3sTgof5QJ
 https://www.google.com.pk/url?
sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&uact=8&ved=2ahUKEwi4u4T59OXdAhWixI
UKHRafDfcQFjAAegQICRAC&url=https%3A%2F%2Fwaset.org%2Fpublications%2F8366%2Fthe-
perception-of-customer-satisfaction-in-textile-industry-according-to-genders-in-
turkey&usg=AOvVaw16ueZn9ejlb-SpQHYergv3
 https://search.proquest.com/openview/974a9a019264970e5e25c4981282a104/1.pdf?pq-
origsite=gscholar&cbl=39255
 https://www.google.com.pk/url?
sa=t&rct=j&q=&esrc=s&source=web&cd=1&ved=2ahUKEwjwqZmpuZLfAhWTShUIHRYTAC
sQFjAAegQIABAC&url=https%3A%2F%2Fvntelecom.org%2Fdiendan%2Fattachment.php
%3Fattachmentid%3D4346%26d%3D1373257228&usg=AOvVaw3--LU2D6TcInnSIIjNu1Gj

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Group Members

[MBR TERM REPORT]

 The consumer’s perceived value of specific mid-ranged women clothing

brands (Sapphire, Khaadi, Ethnic, Ideas)

 To what degree is the perceived value impacted by the following factors:

brand loyalty (Emotional value), social value (ability to enhance self-

concept), durability, design-variety, price, store ambiance, service

Body of the Report

Nature of the study

1. Mar í a-Eugenia Ruiz-Molina

Doriana Dumitrela MORAR

1. Functional value is defined as the perceived usefulness of the service.

2. Emotional value consists in feelings or affective states generated by consumption experience.

Zhilin Yang, Robbin T. Peterson

Ikilem Gocek, Senem Kursun, and Yesim Iridag Beceren

 The Perceived Service Quality

Univeristy Sultan Zainal Abidin, Terengganu, Malaysia.

Research limitations/implication: Further research is indicated, to identify effects of these variables on

Perceived value, customer satisfaction, brand loyalty.

Case Study of Louiss Vuitton-Moet Hennessy

Variables: Brand Image, Consumer Behaviour, Luxury Goods

2. To what degree is the perceived value impacted by the following factors:

H5- R square =0 (The fitted regression model is not a statistically

1. Nature of the study

tests were performed using

1. Crosstabs/Chi-Square Analysis: To check if the two variables

(brand perception&buying decision) are dependent.

Independent/Rows: Perceived Value – Scalar Variable

Dependent/Columns: Buying Decision-Nominal Variable

Dependent: Perceived Value

Independent: brand loyalty (Emotional value), social value (ability to

enhance self-concept), durability, design-variety, price, store

ambiance, service quality

18-25 7. Data in Tabular form

Impact of Percieved Value on

Results of Data Analysis

Part 1- Crosstabs/Chi-Square Results

Chi-Square Tests- 95% level of significance

Part 2- Regression Results

Model R R Square Adjusted R Square Std. Error of the

1 .696a .485 .446 .58905

a. Predictors: (Constant), ServiceQuality, SocialValue, PriceEfficiency,

b. Dependent Variable: PerceivedValue

Model Sum of df Mean Square F Sig.

Regression 30.031 7 4.290 12.364 .000b

1 Residual 31.922 92 .347

a. Dependent Variable: PerceivedValue

Model Unstandardized Standardize T Sig. 95.0% Confidence

B Std. Error Beta Lower Upper

(Constant) .535 .347 1.543 .126 -.154 1.224

BrandLoyalty .116 .105 .124 1.103 .273 -.093 .326

Durability -.154 .137 -.145 -1.119 .266 -.427 .119

PriceEfficiency .360 .127 .342 2.822 .006 .107 .612

StoreAmbiance -.041 .107 -.039 -.380 .705 -.254 .172

ServiceQuality .116 .133 .106 .875 .384 -.148 .380

a. Dependent Variable: PerceivedValue

Summary & Analysis

R square Testing- 95% level of significance

F calculated Df Rejection Region Rejection/ Non

12.364 4 Greater than 2.09 Rejection

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