BRM ASSIGNMENT

SHOZI PRANAY HARSH ARKO

 Code Book – Tupperware India

Ques Variable Name Scale Coding Symbol Recoded

No. Used for Measurements
Variable
Name

Q1a Stainless Steel Nominal Tick =1 X1a

No Tick = 2

Q1b Plastic Products Nominal Tick =1 X1b

No Tick = 2

Q1c Glass Containers Nominal Tick =1 X1c

No Tick = 2

Q1d Any Other Nominal X1d

Q2a In case you use plastic Nominal Yes = 1 X2a

containers for storage, are
you aware of the No = 2
company/companies
manufacturing
it?

Q2b If yes, name them Nominal X2b

(Can be
ordinal
too)

Q3a Cutting Edge Nominal Tick =1 X3a

No Tick = 2

Q3b Modicare Nominal Tick =1 X3b

No Tick = 2
Q3c Real Life Nominal Tick =1 X3c
No Tick = 2

Q3d Tupperware Nominal Tick =1 X3d

No Tick = 2

Q3e Any Other(Please Specify) Nominal X3e

Q4a Advertisement Nominal Tick =1 X4a

No Tick = 2

Q4b Party Plan Nominal Tick =1 X4b

No Tick = 2

Q4c Internet Nominal Tick =1 X4c

No Tick = 2

Q4d Women’s Magazines Nominal Tick =1 X4d

No Tick = 2

Q4e Word of Mouth Nominal Tick =1 X4e

No Tick = 2

Q4f Any Other(Please Specify) Nominal X4f

Q5 Do you use Tupperware Nominal Yes = 1 X5

products?
No = 2

Q6 If answer to above Nominal Buy the product = X6

question is yes, did you 1
Received as a gift
=2
Both = 3
Q7 If you bought the product Nominal Through party X7
as mentioned in the plan = 1
question 6 above, did you
buy Telephoning the
dealer = 2
Both = 3

Q8 How often do you buy Nominal Once a month =1 X8 1-Once a

Tupperware products? month=1
Twice a month = 2
2-3-More than
More than two once a month=2
times in a month
=3

Q9 How much money do you Ratio X9

spend in a month on the
purchase of Tupperware
products?

Q10a Dry storage Nominal Tick =1 X10a

No Tick = 2

Q10b Tableware Nominal Tick =1 X10b

No Tick = 2

Q10c Food preparation Nominal Tick =1 X10c

No Tick = 2

Q10d Microwave containers Nominal Tick =1 X10d

No Tick = 2

Q10e Refrigerator containers Nominal Tick =1 X10e

No Tick = 2

Q10f Lunch and outdoor Nominal Tick =1 X10f

containers
No Tick = 2
Q10g Canister Nominal Tick =1 X10g
No Tick = 2

Q10h Classics Nominal Tick =1 X10h

No Tick = 2

Q11a Tupperware products are Interval Completely X11a

made with the stateof Disagree = 1
(Likert
the-art technology Scale) Disagree = 2
No Opinion = 3
Agree = 4
Completely Agree
=5

Q11b Tupperware products are Interval Completely X11b

ideal for gifts Disagree = 1
(Likert
Scale) Disagree = 2
No Opinion = 3
Agree = 4
Completely Agree
=5

Q11c Tupperware products are Interval Completely X11c

not available in Disagree = 1
(Likert
different sizes Scale) Disagree = 2
No Opinion = 3
Agree = 4
Completely Agree
=5

Q11d The products are available Interval Completely X11d

in attractive colours Disagree = 1
(Likert
Scale) Disagree = 2
No Opinion = 3
 Agree = 4
Completely Agree
=5

Q11e The products do not Interval Completely X11e

provide good value for Disagree = 1
(Likert
money Scale) Disagree = 2
No Opinion = 3
Agree = 4
Completely Agree
=5

Q11f I feel proud to serve food Interval Completely X11f

to my guests in Disagree = 1
(Likert
Tupperware products Scale) Disagree = 2
No Opinion = 3
Agree = 4
Completely Agree
=5

Q11g My peer groups do not Interval Completely X11g

use Tupperware Disagree = 1
(Likert
products Scale) Disagree = 2
No Opinion = 3
Agree = 4
Completely Agree
=5

Q11h The products are not Interval Completely X11h

easily available Disagree = 1
(Likert
Scale) Disagree = 2
No Opinion = 3
Agree = 4
Completely Agree
=5
Q11i The designs of the Interval Completely X11i
products are such that Disagree = 1
(Likert
they
Scale) Disagree = 2
occupy a lot of shelf space
No Opinion = 3
Agree = 4
Completely Agree
=5

Q11j The products provide a Interval Completely X11j

good look to the kitchen Disagree = 1
(Likert
Scale) Disagree = 2
No Opinion = 3
Agree = 4
Completely Agree
=5

Q11k The spices kept in Interval Completely X11k

Tupperware containers Disagree = 1
(Likert
retain their original Scale) Disagree = 2
flavour for long
No Opinion = 3
Agree = 4
Completely Agree
=5

Q11l Tupperware products are Interval Completely X11l

very expensive Disagree = 1
(Likert
Scale) Disagree = 2
No Opinion = 3
Agree = 4
Completely Agree
=5

Q11m Tupperware products Interval Completely X11m

offer a lifetime warranty Disagree = 1
(Likert
without any requirement Scale) Disagree = 2
 of proof of purchase No Opinion = 3
Agree = 4
Completely Agree
=5

Q11n The products go with my Interval Completely X11n

lifestyle Disagree = 1
(Likert
Scale) Disagree = 2
No Opinion = 3
Agree = 4
Completely Agree
=5

Q11o Tupperware products are Interval Completely X11o

for daily use Disagree = 1
(Likert
Scale) Disagree = 2
No Opinion = 3
Agree = 4
Completely Agree
=5

Q11p The products require Interval Completely X11p

special cleaning agent Disagree = 1
(Likert
Scale) Disagree = 2
No Opinion = 3
Agree = 4
Completely Agree
=5

Q11q Tupperware products Interval Completely X11q

retain stain marks (e.g., Disagree = 1
(Likert
turmeric) after cleaning Scale) Disagree = 2
No Opinion = 3
Agree = 4
 Completely Agree
=5

Q11r Parents feel very safe Interval Completely X11r

while their children Disagree = 1
(Likert
handle the products Scale) Disagree = 2
No Opinion = 3
Agree = 4
Completely Agree
=5

Q11s The products usages are Interval Completely X11s

well demonstrated in Disagree = 1
(Likert
the home party Scale) Disagree = 2
No Opinion = 3
Agree = 4
Completely Agree
=5

Q11t The company provides Interval Completely X11t

timely information on Disagree = 1
(Likert
new products Scale) Disagree = 2
No Opinion = 3
Agree = 4
Completely Agree
=5

Q11u The products are not Interval Completely X11u

air/water-tight Disagree = 1
(Likert
Scale) Disagree = 2
No Opinion = 3
Agree = 4
Completely Agree
=5
Q11v The products are Interval Completely X11v
inconvenient to use Disagree = 1
(Likert
Scale) Disagree = 2
No Opinion = 3
Agree = 4
Completely Agree
=5

Q11w I have no inhibition in Interval Completely X11w

using products in a large Disagree = 1
(Likert
gathering of guests Scale) Disagree = 2
No Opinion = 3
Agree = 4
Completely Agree
=5

Q11x Tupperware keeps adding Interval Completely X11x

new products to its Disagree = 1
(Likert
range to suit the kitchen Scale) Disagree = 2
requirements
No Opinion = 3
Agree = 4
Completely Agree
=5

Q11y The shape of the products Interval Completely X11y

are very eye catching Disagree = 1
(Likert
Scale) Disagree = 2
No Opinion = 3
Agree = 4
Completely Agree
=5

Q11z Tupperware products are Interval Completely X11z

quite sturdy Disagree = 1
(Likert
Scale) Disagree = 2
 No Opinion = 3
Agree = 4
Completely Agree
=5

Q11aa The products are non- Interval Completely X11aa

toxic and odourless Disagree = 1
(Likert
Scale) Disagree = 2
No Opinion = 3
Agree = 4
Completely Agree
=5

Q11ab The products are very Interval Completely X11ab

heavy in weight to carry Disagree = 1
(Likert
from one place to another Scale) Disagree = 2
No Opinion = 3
Agree = 4
Completely Agree
=5

Q12 You belong to a Nominal Nuclear family = 1 X12

Joint family = 2

Q13 Marital status Nominal Single = 1 X13

Married = 2
Widow/divorced
=3

Q14 If married, are both of you Nominal Both = 1 X14

working or only one
One = 2

Q15 In case you are working, Nominal Private sector = 1 X15

you are employed in
Public sector = 2
 Self-employed = 3
Govt. service = 4

Q16 You belong to age group Nominal 20 – 30 years = 1 X16 1-Young=1

31 – 40 years = 2 2-3- Middle
Aged=2
41 – 50 years = 3
4-Old=3
51 and above = 4

Q17 Your education Nominal Less than X17 1-Without

graduation = 1 College Degree=1
Graduate = 2 2-3-With college
Degree=2
Postgraduate and
above = 3

Q18 Your monthly household Nominal Up to `15,000 = 1 X18 1-Poor=1

income
15,001 – 30,000 = 2-3-Midlde
2 Class=2
3,0001 – 45,000 = 4-Rich=3
3
45,001 and above
=4

Q19a Credit Card Nominal Yes = 1 X19a

No = 2

Q19b Four wheeler Nominal Yes = 1 X19b

No = 2

Q19c House Nominal Yes = 1 X19c

No = 2

Q19d Club Membership Nominal Yes = 1 X19d

No = 2
 Q19e Microwave Oven Nominal Yes = 1 X19e
No = 2

Reliability Statistics
Cronbach's
Alpha Based on
Cronbach's Standardized
Alpha Items N of Items
.800 .805 55

Cronbach’s Alpha = 0.8. Thus, the instrument is reliable.

Item-Total Statistics
Cronbach's
Scale Mean if Scale Variance if Corrected Item- Squared Multiple Alpha if Item
Item Deleted Item Deleted Total Correlation Correlation Deleted
Type of Food Storage - 120.1207 115.722 .006 . .801
Stainless Steel
Type of Food Storage - Glass 120.3621 115.814 -.003 . .802
Container
Type of Food Storage - Any 120.7241 116.519 -.182 . .801
Other
Awareness of the company 119.8276 113.970 .326 . .797
Awareness of the company - 120.6379 114.726 .182 . .798
Cutting Edge (Aided Recall)
Awareness of the company - 120.4483 113.129 .274 . .796
Modi Care (Aided Recall)
Awareness of the company - 120.5690 114.004 .230 . .797
Real life (Aided Recall)
Awareness of the company - 120.3103 115.867 -.009 . .802
Pearl pet (Aided Recall)
Awareness of the company - 120.7241 115.852 .053 . .800
Jaypee (Aided Recall)
Awareness of the company - 120.6379 113.674 .344 . .796
Any other (Aided Recall)
Source of Awareness - 120.6034 115.612 .038 . .800
Advertisement
Source of Awareness - Party 120.3103 114.113 .155 . .798
Plan
Source of Awareness - 120.6379 114.410 .231 . .798
Internet
Source of Awareness - 120.5172 114.640 .134 . .799
Women Magazine
Source of Awareness - Word 119.9483 116.611 -.086 . .802
of Mouth
Mode of Acquiring 118.7069 111.930 .148 . .801
Source of Purchase 118.8621 111.209 .268 . .795
Frequency of Purchase 119.5517 114.427 .134 . .799
Type of Product Bought - Dry 120.1034 114.621 .112 . .799
Storage
Type of Product Bought - 120.5345 114.429 .163 . .798
Table ware
Type of Product Bought - 120.6379 115.112 .123 . .799
Food Preparation
Type of Product Bought - 120.4138 111.756 .404 . .793
Microwave
Type of Product Bought - 120.2931 112.702 .288 . .796
Refrigerator
Type of Product Bought - 120.2586 114.265 .139 . .799
Lunch & Outdoors
Type of Product Bought - 120.5517 112.146 .444 . .794
Canister
Type of Product Bought - 120.6379 115.568 .054 . .800
Classics
Products made with State of 116.6379 110.691 .332 . .794
Art Technology
Products ideal for gifts 116.6207 111.011 .334 . .794
Products available in different 116.8966 114.515 .034 . .804
sizes
Products available in 116.6724 108.154 .379 . .791
attractive colors
Products provide good value 116.9655 110.630 .235 . .797
for money
Feel proud to serve food to 117.1552 112.309 .126 . .802
guests in Tupperware
products
Peer group use the products 116.9310 108.100 .449 . .790
Products easily available 117.4655 109.130 .186 . .802
Do not occupy a lot of shelf 116.6897 107.095 .514 . .787
space
Good look to the kitchen 116.4483 109.164 .525 . .789
Spices Retain their original 116.4310 110.916 .426 . .792
flavour for long
Products not very Expensive 118.6724 108.014 .342 . .793
Lifetime warranty without 117.0172 105.877 .508 . .787
requirement of purchase of
proof
Go with my lifestyle 116.8966 108.866 .459 . .790
Products for daily use 116.6897 112.042 .230 . .797
Products do not require 117.0345 113.402 .077 . .804
special cleaning agent
Products do not leave stain 116.9655 110.806 .192 . .799
marks after cleaning
Parents feel safe while 116.5517 112.638 .249 . .796
children handle the products
Products usage well 117.0862 110.642 .324 . .794
demonstrated in home party
Company provides timely 117.4138 108.668 .305 . .794
information on new products
Products are Air / water tight 116.3966 108.138 .496 . .789
Products convenient to use 116.6034 110.594 .282 . .795
No inhibition in using 117.1897 111.279 .213 . .798
products in a large gathering
of guests
Company keeps adding new 116.8103 111.630 .253 . .796
products to its range to suit
the kitchen requirements
Shapes of products eye 116.6724 111.663 .368 . .794
catching
Products quite sturdy 116.8966 111.638 .178 . .799
Products non toxic and 116.7414 112.581 .189 . .798
odorless
Light in weight to carry from 116.4138 108.142 .520 . .788
one place to another
Type of family 120.1379 112.823 .282 . .796
To analyse the effect of a question on the reliability and Cronbach’s Alpha of the results from the
questionnaire.

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .645
Bartlett's Test of Sphericity Approx. Chi-Square 861.864
df 378
Sig. .000

KMO means sample size inadequate because it is less than 0.8

Significance value should be less than or equal to less than 0.05. Since it is so in this case, we can say the
questionnaire is Valid.

Inter item correlation matrix -

https://docs.google.com/spreadsheets/d/1UxuGaESHVV_OpAmYzSavFOFu_KY6ACDiPw9kmINaxoM/edit
?usp=sharing (it could not be fitted on this sheet)

Total Variance Explained

Extraction Sums of Squared Rotation Sums of Squared
Initial Eigenvalues Loadings Loadings
Componen % of Cumulative % of Cumulative % of Cumulative
t Total Variance % Total Variance % Total Variance %
1 4.968 17.742 17.742 4.968 17.742 17.742 2.610 9.322 9.322
2 2.682 9.578 27.320 2.682 9.578 27.320 2.519 8.996 18.318
3 2.084 7.442 34.762 2.084 7.442 34.762 2.149 7.674 25.992
4 1.966 7.020 41.783 1.966 7.020 41.783 2.135 7.626 33.618
5 1.645 5.874 47.657 1.645 5.874 47.657 2.029 7.246 40.864
6 1.406 5.020 52.677 1.406 5.020 52.677 1.966 7.022 47.886
7 1.380 4.930 57.607 1.380 4.930 57.607 1.823 6.511 54.397
8 1.200 4.285 61.892 1.200 4.285 61.892 1.783 6.369 60.766
9 1.114 3.979 65.872 1.114 3.979 65.872 1.430 5.106 65.872
10 .985 3.517 69.388
11 .850 3.034 72.423
12 .786 2.807 75.230
13 .746 2.664 77.894
14 .696 2.486 80.379
15 .650 2.322 82.701
16 .646 2.308 85.009
17 .541 1.933 86.942
18 .522 1.866 88.807
19 .477 1.702 90.509
20 .428 1.529 92.038
21 .378 1.351 93.389
22 .369 1.319 94.709
23 .342 1.222 95.931
24 .319 1.140 97.070
25 .253 .902 97.973
26 .224 .801 98.774
27 .181 .647 99.422
28 .162 .578 100.000
Extraction Method: Principal Component Analysis.

Minimum Objective is not adequately met since the cumulative variance is 65.872 which is less than
70%.