CHAPTER - III

Research Methodology
 CHAPTER – III

RESEARCH METHODOLOGY

Chapter 3 presents Rationale of the study, Research gap, conceptual, Theoretical

Frame work, Hypotheses Development and Research model developed for the study.

This chapter also presents an overview of the methodology that was used for this study.

The study design, population, sampling methods, sample size, instrumentation, and data

analysis procedures are discussed. The purpose of this study was to identify the impact

of human value with food related life styles on packed ready to heat and eat food

products in Bangalore. The findings of the study may assist the manufacturers and

marketers to identify the right strategy to the right segment of the customers.

3.1 Rationale of the Study

Consumer life-styles and purchasing behaviors have been always a great interest

to marketers. The knowledge of consumer behavior helps the marketer to understand

how consumers think, feel and select from alternatives like products, brands and the like

and how the consumers are influenced by their environment, the reference groups,

family, and salespersons and so on. Life-styles are not held to the same degree by

everyone. The identification of life-styles could have important implications for

marketing strategy decisions. Another important characteristic of life-styles is that they

are derived from and personalized through social and cultural learning and identify

consumer demographics (i.e. age, occupation), as the personal factors influencing human

values. Thus, a scrutiny of the relationship between consumer demographics, values and

life styles is likely to provide marketing managers with valuable insights for market

segmentation, value creation, product positioning/re-positioning, and promotional

decisions.

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 Life-style segmentation is based on the ideas that the more it’s know and

understand about consumers, the more effectively can communicate and market to them.

The underlying assumption here is that consumers express their personalities through

their behaviors and values. People with different personalities exhibit different behaviors

or similar behaviors for different reasons. Life-style retailing can be described as the

policy of tailoring a retail offer, or a portfolio of retail offers, closely to the life styles of

specific market segments. For instance, Wal-Mart tailors its merchandising offerings to

the specific needs of diverse cultural groups with distinct life-style-orientations.

Food related Life-style marketing have increasingly come to dominate how

retailers approach food products, and this has powerfully impacted how packed ready to

heat and eat food products is offered to different target markets with different life-style

orientations. Understanding consumer life-styles and value orientations in any areas can

be very useful in profiling an individual consumer and/or targeting consumer groups for

marketing planning purposes. Past consumer behavior and psychology literature has

identified different types of consumer life-style groups. Each group has its own unique

demographic, socio-economic, and behavioral characteristics. As such, consumer life-

styles as correlation of purchase are being utilized by such target markets as quality

seekers, novelty/fashion seekers, comparison shoppers, information seekers, and brand

loyal and habitual consumers.

3.2 Research Gap

The global marketing environment is becoming more dynamic through changes

to technology, trade, and consumers’ life styles. Day and Montgomery (1999) for

example, suggest that emerging issues facing all companies include the connected

knowledge economy, globalizing, converging, and consolidating industries, fragmenting

and frictionless markets, demanding customers and consumers and their empowered

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behaviour, and the need for more flexible and adaptive organizations. Food-related

patterns of behaviour are also changing as a result of many pressures in the food

marketing environment, eg. retail concentration, brand and product proliferation,

changing demographics and social patterns.

Many food marketers are finding that instead of clearly identified market and

industry boundaries with distinct sets of customers and competitors, these structures are

becoming increasingly blurred, with consumers adopting greater standardization in food-

related behaviours, eg the drive for convenience and health. In a somewhat contradictory

way, other food marketers are also faced with a fragmentation of consumer markets.

Increased choice, varied life styles, improved discretionary incomes, and greater

exposure to brand promotion and communications has given rise to a number of varied

consumer segments. Thus, it is important for food companies to develop and implement

appropriate market surveillance systems in order to take advantage of these changes and

to keep their competitive position in spite of constant environmental shifts, and to target

product development as well and communication better to market segments.

By filling this research gap the contribution of the study will be in two aspects.

First from a food industry perspective, the outcomes of the research will support

improved marketing decision-making through:

- Improving the understanding of consumers in a particular market: what motivates

food choices, how do consumers shop and cook, and what quality aspects do

consumers look for in food products.

- Comparison of consumer attitudes and consumer segments

- Mapping consumer trends and changes over time.

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- Identifying strategically useful consumer food-related segments according to

how they perceive value in food products, which may be used as input for future

product development and communications strategies.

Secondly, from an academic perspective, this research provides insights into consumer

food-related behaviours and motivations through:

- Investigation and validity of the FRL instrument, with a view to improving it for

further application in the Indian context.

- Description of Indian food related lifestyle segments and examination the

association between demographical factors

- Discussion of implications for future product development and communication

strategies based on market information

3.3 Theoretical Model and Hypotheses Development

How are food products related to values in consumers’ cognitive structure? It

may be possible to distinguish relevant parts or aspects of cognitive structure, which

may then be the starting point for attempts to operationalise food-related life style

(FRL). In this study, an attempt is made to delineate relevant parts of cognitive structure,

and how they contribute to linking food products to values.

Food products are an especially intricate aspect of consumer behaviour. The

relationship between the product and value attainment can be very indirect. The value

attainment finally achieved will depend not only on the product itself, but to a large

degree also on the usage situation and on the way food products are transformed into

meals (Steenkamp & van Trijp, 1990). This on the one hand makes it difficult for the

consumer to have his/her choice of food products directed by expected value attainment,

but on the other hand gives consumers many degrees of freedom in just how they try to

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use food products to attain values. These degrees of freedom put in another way, open

up for the possibility of different food-related life styles.

The following dimensions are the possible elements of food-related life styles,

because they contribute to the link between food products and values.

a. Personal Values

Personal Values are the guiding principles in people’s lives, which direct many

of their behaviors (Schwartz, 1992) such as tradition, security, social power,

benevolence and universalism.

b. Purchasing motives

Purchasing Motives refer to the perceived consequences people expect from a

meal and their relative importance; for example, whether consuming a food will make

than overweight, or earn them praise from their friends. The likely perceived

consequences of the consumption of a food may be mixed; for example, it may have

negative health consequences but positive social and sensory consequences. Consumers

adopt various weighting strategies in coming to a purchasing decision.

c. Quality Aspects component refers to abstract product attributes like health,

nutritional value, naturalness and freshness, which are used to judge the quality of food.

d. Ways of Shopping

How do people shop for food products? Is their decision-making characterized

by impulse buying, or by extensive deliberation? Do they read labels and other product

information, or do they rely on the advice of experts, like friends or sales personnel? Do

they shop themselves, or through other members of the family? In which shops - one-

stop shopping versus specialty food shops?

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e. Cooking Methods

How the products are purchased transformed into meals? How much time is used

for preparation? Is preparation characterized by efficiency, or by indulgence? Is it a

social activity, or one characterized by family division of labour? To which extent does

it involve technical aids? Human help? To which extent is it planned or spontaneous?

The planning and spontaneity involved, and the time people want to spend in food

preparation, who does the cooking, etc.

f. Consumption situations

What are “the” meals? How are they spread over the day? Which products are

typical for which meals? In which environment do they take place? Is a meal perceived

differently when eaten alone, rather than with the family? With friends or guests?

The final lifestyle component refers to the Consumption Situation in which

food are eaten, usage (or consumption) situations such as family meals, celebratory

meals, eating alone at home etc. This component influences all the lifestyle components,

particularly the purchasing motives components.

In the model, direct links are proposed between values and Quality Aspects and

Values and Purchase Motives. Quality aspects are proposed to have direct link with

cooking methods and ways of shopping. Purchase motive are proposed to have direct

link with cooking method and consumption situation. Finally, Cooking methods also

have direct link with consumption situation.

Overall, the direction of causation moves from left to right, from underlying values

through purchasing motivations, quality aspects, usage situations and ways of cooking

and shopping, to selection of products according to their concrete properties and,

ultimately, to consumption. All the paths postulated in the model are formative.

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3.4 Research Model

. This general schematic model raises the question: To what extent does it account

for purchasing within a particular product category? Therefore, in view of the

importance of packed ready to heat and eat food products, the main purpose of this study

was to determine the extent to which the food-related lifestyle model (including

personal/Human values), predicts consumption of packed ready to heat and eat food

products.

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3.5 Hypotheses of the Study

H1. Values creates positive and significant impact towards Quality aspects of packed

ready to Heat and eat food products.

H2. Values creates positive and significant impact towards Purchasing Motives of

packed ready to Heat and eat food products.

H3. There is positive relationship between purchase motives and quality aspects of

packed ready to Heat and eat food products.

H4. Quality aspects of packed ready to heat and eat food products creates positive

impact on cooking methods

H5. Quality aspects of packed ready to heat and eat food products creates positive

impact on ways of shopping

H6. Cooking Methods creates a direct positive significant impact towards ways of

shopping packed ready to heat and eat food products

H7. Purchase motives of packed ready to heat and eat food products create a positive

and direct impact towards consumption situations.

H8. Cooking methods creates a positive and significant impact towards consumption

situations.

3.6 Research Design

A Quantitative, Correlational, Cross Sectional was utilized for this study.

Examining the three parts of this design separately provides further insight in to why this

design was selected.

Quantitative research seeks to identify relationships between variables using

numerical trends, means, and suggested characteristics (Bordens & Abbott, 2007; Leedy

& Ormrod, 2005). The use of a quantitative research design for this study allowed for

examination of the relationship between values and dimensions related to food related

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life styles of packed ready to heat and eat food products. Moreover, the study’s

quantitative nature provided insight into the differences and similarities between the

selected personal profiles of the respondents and human value by quantifying the

association and significant differences and similarities numerically.

A correlational design is appropriate when the researcher wishes to examine the

relationship between two or more nonmanipulated variables. In this study, it was not

possible to control the participants’ value because the classification of individuals was

based on the value. A correlational design does not allow for discerning the cause of

relationships shown by the study; therefore, it is important for the researcher to avoid the

implication of causality from the results of a correlational study.

A cross-sectional sampling strategy was used. Cross-Sectional data are collected

by observation of subjects at a single point in time. According to Skogmar (2014),

utilizing cross-sectional data collection is beneficial when observing participants with

closed-ended survey questionnaires.

3.7 Sampling procedures

A convenience sampling approach was utilized in this study. According to

Calkins (2005), although this manner of sampling is easier, it is also risky. Convenience

sampling generally assumes a homogeneous population, where one respondent basically

represents the perspective of others (Triola, 2008). Additionally, it is possible to

introduce bias with a convenience sampling technique given that, by choosing the

individuals who are most accessible rather than selecting them from a population

randomly, convenience sampling does not represent every member of the population

(Triola, 2008). A random sampling approach was not feasible for this study because the

study was cross-sectional and non-experimental. An experimental sampling framework

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would have required randomization of participants into a treatment or intervention;

however, interventions were not performed in this correlational study.

3.8 Sampling Frame

The sampling frame for the study is organized large food retail outlets in

Bangalore city shopping malls. The customers in the selected organized large food retail

outlet in selected shopping malls, who had purchased packed ready to heat and eat food

products or having knowledge about packed ready to heat and food products based on

previous experience are considered as the potential sampling frame. The customers who

had accepted to participate in the research survey after explaining the purpose of the

study is considered as the sample size.

3.9 Sample Size

The exact population size for the study could not be predicted correctly or

unknown. As mentioned in the sampling frame, customers who had purchased or have

previous experience packed ready to heat and eat food products are considered as the

sample frame. As the population will be more than 50,000 or if it could be predicted, the

researcher considered 5% as margin of error, 95% as confidence level, and the 50% as

the response distribution, the recommended sample size scientifically was 382.

In this research, the researcher went for above the recommended sample size.

The customers who had accepted to participate in the research survey after explaining

the purpose of the study is considered as the sample size. Like which 1021

questionnaires were distributed, 848 were returned, in which 815 was fully completed

and at usable state. Initially the study was piloted and pretested with 50 respondents.

Thus the sample size for the study is 815 by adopting convenient sampling technique.

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3.10 The questionnaire / Scale Development

The FRL instrument (Brunso and Grunert, 1995; 1998) is a 69-item questionnaire

measuring 23 lifestyle dimensions in five major domains, including ways of shopping

(six subscales), importance of quality aspects (six subscales), cooking methods (six

subscales), consumption situations (two subscales), and purchasing motives (three

subscales). Each of these 23 subscales consists of three items. The wording of the items

was altered appropriately to focus on packed ready to heat and eat food products. All

items were measured on a five-point Likert scale ranging from (1) “Strongly Disagree”

to (5) “Strongly Agree”.

Personal values were measured by a short version of Schwartz’s personal value

instrument (Schwartz, 1992). Schwartz distinguishes ten different motivational types

(self-direction, stimulation, hedonism, achievement, power, security, conformity,

tradition, benevolence and universalism), which are measured through 56 items. In this

study, 20 items were used. Previous research by Worsley (1995) has shown that these 20

items yield similar values segments to those derived from the full instrument. The

dimensions considered in this study to measure the personal values of the respondents

are Universalism, Power, Security, Tradition and Conformity. A simple five-point

response scale was employed, which ranged from “Strongly Disagree” to “Strongly

Agree”.

Initially the questionnaire was tested with pilot study. The questionnaire was

distributed to 50 respondents in specialty food shopping mall in Bangalore. In which

similar type of answers was deleted, one dimension from personal values was fully

deleted. Few sentences was changed and simplified after discussing with marketing

practitioners. The content validity was checked with marketing managers and marketing

researchers and marketing professors.

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3.11 Data – Quality Criteria

Composite R Cronbachs
Sl.No Dimensions AVE
Reliability Square Alpha
1 Value

a. Universalism 0.657775 0.884758 0.826530

b. Power 0.603600 0.858686 0.781870

0.278255
c. Security 0.548336 0.827432 0.732482

d. Tradition 0.541914 0.824794 0.718692

e. Conformity 0.739909 0.919002 0.881566

2. Quality Aspects

a. Health 0.695337 0.872004 0.779899

b. Price/ Quality relation 0.676066 0.861908 0.758948

c. Novelty 0.657164 0.851589 0.738546

0.547742
d. Organic products 0.676609 0.862250 0.766689

e. Taste 0.658528 0.852428 0.740594

f. Freshness 0.670691 0.859177 0.754476

3. Purchasing Motives

a. Self-Fulfilment in food 0.587059 0.809999 0.648937

b. Security 0.592833 0.813210 0.582471 0.657273

c. Social relationships 0.737247 0.893612 0.820725

4. Cooking Methods

a. Interest in cooking 0.670368 0.890382 0.835936

b. Looking for new ways 0.735782 0.892960 0.819689

0.547749
c. Convenience 0.666068 0.855716 0.744152

d. Whole family 0.651826 0.848253 0.730489

e. Planning 0.693835 0.871613 0.778903

f. Woman's task 0.679570 0.863387 0.765144

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 5. Ways of Shopping
Importance of product
a. 0.680916 0.864877 0.766498
information
b. Attitudes to advertising 0.657077 0.851471 0.739978
Enjoyment from
c. 0.667080 0.857342 0.599030 0.751127
shopping
d. Specialty shops 0.737658 0.893696 0.821454

e. Price criteria 0.656955 0.851196 0.735799

f. Shopping list 0.646028 0.844445 0.722890

Consumption
6.
Situation
a. Snacks versus meals 0.656099 0.851111 0.785890 0.737480
b. Social event 0.658523 0.852459 0.740283

To attain reliability and Convergent validity the study should attain CR > 0.7

(reliability), CR > (AVE) and AVE > 0.5 (Convergent Validity). The Composite

reliability in the study is above .7, and all the Composite reliability values were higher

than the average variance explained, the average variance explained were higher than .5.

The analysis indicated that all dimensions were valid and reliable measures for their

respective constructs. The convergent validity is achieved.

3.12 Assessment of Scale Validity and Reliability

KMO &
Dimen Variance
Construct Loadings Bartlett's
sion Explained
Test
I. Value

a. Universalism

1. Treat everyone equally. .841

.796
2. Listen to other’s point of view. .768 65.828 1164.935
(.000)
Consider that people should live in
3. .814
harmony.

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4. Believe in environmental protection. .820

b. Power

1. Desire to have expensive things. .812

2. Want others to do things as I want. .778

.780
60.481
860.137
3. Like to lead others. .755

4. Make decision of my own. .765

c. Security

1. Want my country to be safe. .768

2. Like Government to be stable. .736

.761
55.565
Like things to be organized and well 639.256
3. .691
manage.
Like to live in healthy environment and
4. .782
surrounding.

d. Tradition

1. Believe in religion and its teaching. .775

2. Always want to be humble and modest .665

.722
55.360
628.143
3. Satisfied with what I have . .760
Want people to follow tradition with
4. .744
sense and logic for better future.

e. Conformity

1. Respect my parents and elders. .783

2. Would like to do things in right ways. .909

.765
Believe that people should follow the 74.050
2022.509
3. rules, even if they have not heard or .831
watched.
4. Dislike irritating / ill-treating others. .912

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II. Ways of Shopping

a. Importance of product information

Packed Ready to heat & eat food
1. product’s information is of major .836
importance.
Compare multiple Brands of packed
.698
2. Ready to heat & eat food labels to select .821 68.170
621.181
the most nutritious food.
Compare packed Ready to heat & eat
3. food product information labels to decide .820
which brand to try.
b. Attitudes to advertising
Confidence in packed Ready to heat &
1. eat food products which are advertised .801
than the unadvertised products.
Listen to people's advice on "packed .656
2. .864 65.909
ready heat & eat" food products. 571.655
Information from advertising helps to
3. make buying decisions on packed Ready .768
to heat & eat food products
c. Enjoyment from shopping

Shopping towards packed Ready to heat

1. .797
& eat food products does not bore me
Love shopping for packed Ready to heat .670
2. .861 66.844
& eat food. 594.722
Love buying packed, Ready to heat & eat
3. .793
food products.

d. Specialty shops
Bank upon every opportunity to shop for
1. packed, Ready to heat & eat food .893
products from a specific shop.
Buying packed Ready to heat & eat food
.691
2. products in specialty food shops where I .879 73.812
940.768
can get expert advice & live demo.
Enquire before, on what I am buying, so I
3. often ask questions in shops, where I buy .802
Ready to heat & eat food products.
e. Price criteria

.608
1. Check prices, even on small items. .678 65.992
679.163

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 Keep myself updated with the changing
2. .891
prices of products.
Watch special offers in advertisement to
3. take the advantage of them before .852
shopping.
f. Shopping list

1. Cannot shop without a shopping list. .712

Make a shopping list to guide my food .632

2. .824 64.632
purchases. 559.247

3. Have a tendency to buy a few more

.867
things than I had planned.
III. QUALITY ASPECTS

a. Health
Plan the amounts and types of packed
1. Ready to heat & eat food products that .899
the family consumes.
Naturalness of the packed Ready to heat .640
2. & eat food that I buy is an important 69.650
.828 771.233
quality.
Avoid buying packed food products with
3. .772
additives and preservatives.

b. Price/ Quality relation

1. Buy the best quality products. .863

2. Compare prices between product variants .666

.755 67.630
in order to get the best value for money. 645.780
Important for me to know that I get
3. quality packed Ready to heat & eat food .846
for my money
c. Novelty

1. Love to try recipes of packed Ready to

.809
heat & eat food from different brands.
Like to try new packed Ready to heat & .671
2. .848 65.733
eat foods that I have never tasted before. 548.682
Always buy Tried and tested receipt then
3. .774
the new one.

d. Organic products

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1. Always buy organically grown food
.835
products if available.
Like to buy natural products, ie products .698
2. .822 68.187
without preservatives and additives 621.592
Don't mind spending more money for
3. .820
quality and organic food products.

e. Taste

Taste of packed Ready to heat & eat food

1. .802
products is important to me.
When cooking, first and foremost .656
2. .864 65.964
consider the taste. 574.134

3. Enjoy tasty food. .767

f. Freshness

1. Prefer fresh packed Ready to heat & eat

.797
food products.
Important that packed Ready to heat & .673
2. .861 67.138
eat food products are fresh. 604.234
I like to buy meat and vegetables fresh
3. .798
rather than pre-packed.

IV. Cooking Methods

a. Interest in cooking

1. Cook in Good Mood. .839

Avoid food items with complicated
2. .776
recipes of traditional food.
.809
At home prefer quick meals rather than 67.066
3. .824 1228.480
more time consuming meals.
Don't like spending too much time on
4. cooking, so prefer packed Ready to heat .836
& eat food.
b. Looking for New Ways

1. Try out new recipes of packed Ready to

.893
heat & eat food.
Look for ways to prepare unusual meals .689
2. .878 73.624
out of packed Ready to heat & eat food. 931.934
Recipes and articles on food from other
3. culinary traditions make experiment in .800
the kitchen with packed Ready to heat &

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 eat food.

c. Convenience

1. Packed Ready to heat & eat food

.696
products easy to cook.
Use a lot of ready to heat & eat foods in .618
2. .889 66.620
our household. 686.815

3. Use lot of mixes, for instance baking

.851
mixes and powder soups.
d. Whole family
The kids always help in the kitchen; for
1. example they peel the potatoes and cut .722
the vegetables.
Family members helps with other .640
2. mealtime chores, such as setting the table 65.232
.828 574.362
and washing up.
Husband, kids & friends cook food when
3. .866
I don’t feel like cooking.

e. Planning

1. Cooking is planned in advance. .893

Going to have for supper is very often a .651

2. .831 69.526
spontaneous decision. 751.122
Always plan what we are going to eat a
3. .774
couple of days in advance.

f. Woman's task

Consider the kitchen to be the woman's

1. .864
domain.
Woman's responsibility to keep the
.672
2. family healthy by serving a nutritious .765 68.172
661.415
diet.
3. Husband & wives equally share the
.845
responsible of cooking & shopping.
V. PURCHASE MOTIVES

a. Self-Fulfilment in food

Being praised for my cooking ads a lot to .651

1. .790 58.780
my self-esteem. 324.495
Eating involves all the senses, like
2. .772
seeing, touching, smelling and tasting.

89
 3. I am an excellent cook. .737

b. Security

1. Dislike everything that might change my

.828
eating habits.
Buy ready to heat and eat foods which .631
2. .742 59.453
are familiar to me. 359.199
Familiar dish gives me a sense of
3. .740
security.

c. Social relationships

Dining with friends is an important part

1. .844
of my social life.
Dinning together over meals/dinner .649
2. .919 73.786
brings friends / family together. 989.761

3. Over a meal one may have a lovely chat

.811
with friends.
VI. CONSUMPTION SITUATIONS

a. Snacks versus meals

Eat before I get hungry, which means that

1. .809
I am never hungry at meal times.
Eat whenever I feel slightest bit of .672
2. .846 65.636
hungry. 543.654
In our house, nibbling has taken over and
3. .774
replaced set eating hours.

b. Social event

Going out for dinner is a regular part of

1. .844
our eating habits.
Often get together with friends to enjoy .676
2. .807 65.863
an easy-to-eat, casual dinner. 547.802

3. It is No more luxury to go out for dinner

.783
with family and friends.

For each of the item scales, factor analysis was used to reduce the total number

of items to a smaller number of underlying factors. Principal components analysis was

used to extract factors. Varimax rotation was used to facilitate the interpretation of the

factor matrix. The Bartlett’s Test of Sphericity and the Kaiser-Meyer-Olkin measure of

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sampling adequacy were used to validate the use of factor analysis. Exploratory factor

analyses were conducted on all dimensions of the study.

Initial EFA with varimax rotation of factors was performed on 28 dimensions on

food-related items. All the individual statements are with loading greater than 0.5 on

their primary factor. After EFA, 28 dimensions were considered for CFA. All the 28

dimensions produced only one factor and confirmed the single dimensionality. Factor

loadings for all items were significant at p , 0.01 level, which indicates a high level of

unidimensionality of scales.Also the entire loadings in the factor were above .650 and all

the dimensions contributing above 55% of item variance. The KMO is also checked for

the entire dimension, which met the required criteria above .5.

3.13 Data Analysis Plan

All data were analyzed with IBM SPSS v.22 software. Inferential testing was

performed using a 95% level of significance. Descriptive statistics were provided in the

form of measures of central tendency (mean and standard deviation,) to compare

between human values and dimensions related to the study. As well as frequencies and

percentages are used for categorical variables (Personal Profiles of the Respondents) of

the study. Cronbach’s alpha coefficients were used to examine the internal consistency

reliability of all the dimensions considered in the study.

Prior to hypothesis testing, the assumptions associated with the use of a linear

regression were checked to ensure the appropriate use of the model. The regression

model ensures the inter-correlation, R-square and the error factor. The regression model

also checked the absence of multi-collinearity. The hypotheses testing were done with

the help of structural equation modeling with the help of next generation path modeling

software.

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3.14 Assessment of Normality

N Minimum Maximum Skewness Kurtosis

U1 815 1 5 -1.413 1.760
U2 815 1 5 -1.001 .430
U3 815 1 5 -1.654 1.136
U4 815 1 5 -1.756 1.341
P1 815 1 5 -.426 -.858
P2 815 1 5 -.499 -.599
P3 815 1 5 -.731 -.256
P4 815 1 5 -.942 .418
S1 815 3 5 -.414 -.730
S2 815 3 5 -.345 -.715
S3 815 2 5 -.845 .471
S4 815 2 5 -.659 .096
T1 815 1 5 -.186 -.946
T2 815 1 5 -.003 -.405
T3 815 1 5 -.335 -1.158
T4 815 1 5 -.619 -.576
C1 815 2 5 -.481 -.292
C2 815 2 5 -.969 .767
C3 815 2 5 -.977 .272
C4 815 2 5 -.750 -.152
PI1 815 1 5 -1.275 1.310
PI2 815 1 5 -1.003 .193
PI3 815 1 5 -.895 -.094
AA1 815 1 5 -.593 -.398
AA2 815 1 5 -.740 .044
AA3 815 1 5 -.764 -.280
ES1 815 1 5 -.393 -1.015
ES2 815 1 5 -.418 -1.048
ES3 815 1 5 -.423 -1.025
SS1 815 1 5 -.435 -.869
SS2 815 2 5 -.250 -1.160
SS3 815 1 5 -.621 -.371
PC1 815 1 5 -.531 -.703
PC2 815 1 5 -.531 -.563
PC3 815 1 5 -.359 -.893
SI1 815 1 5 -.919 .077
SI2 815 1 5 -.924 .081
SI3 815 1 5 -1.044 .314
H1 815 2 5 -.889 .219
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 H2 815 2 5 -.712 -.221
H3 815 2 5 -.870 .215
QR1 815 2 5 -.744 -.370
QR2 815 2 5 -.626 -.285
QR3 815 2 5 -.743 -.232
NO1 815 2 5 -.449 -.839
NO2 815 2 5 -.503 -.821
NO3 815 1 5 -.603 -.514
OP1 815 1 5 -1.251 1.225
OP2 815 1 5 -.991 .154
OP3 815 1 5 -.866 -.167
TA1 815 1 5 -.634 -.360
TA2 815 1 5 -.737 .074
TA3 815 1 5 -.765 -.267
FR1 815 1 5 -.400 -1.012
FR2 815 1 5 -.425 -1.047
FR3 815 1 5 -.440 -1.022
IC1 815 1 5 -1.439 1.851
IC2 815 1 5 -.962 .349
IC3 815 1 5 -1.646 2.966
IC4 815 1 5 -1.708 3.088
NW1 815 1 5 -.440 -.860
NW2 815 2 5 -.253 -1.153
NW3 815 1 5 -.616 -.390
CO1 815 1 5 -.546 -.698
CO2 815 1 5 -.494 -.631
CO3 815 1 5 -.345 -.899
WF1 815 1 5 -.929 .096
WF2 815 1 5 -.962 .164
WF3 815 1 5 -1.048 .321
PL1 815 2 5 -.930 .389
PL2 815 2 5 -.753 -.097
PL3 815 2 5 -.921 .386
WT1 815 2 5 -.734 -.398
WT2 815 2 5 -.655 -.216
WT3 815 2 5 -.730 -.256
SM1 815 2 5 -.441 -.860
SM2 815 2 5 -.506 -.815
SM3 815 1 5 -.582 -.558
SE1 815 1 5 -.429 -.862
SE2 815 1 5 -.549 -.534
SE3 815 1 5 -.747 -.220

93
 SF1 815 3 5 -.412 -.725
SF2 815 3 5 -.347 -.720
SF3 815 2 5 -.847 .461
SEC1 815 1 5 -.198 -.939
SEC2 815 1 5 -.005 -.407
SEC3 815 1 5 -.356 -1.143
SR1 815 2 5 -.489 -.275
SR2 815 2 5 -.967 .769
SR3 815 2 5 -.974 .286

Most of the variables included in the study are continuous. Normality of

continuous variables is the most important assumption in multivariate analysis (Hair,

1998); therefore, it is important to check the normality of the variables before the

research model to be tested. Two statistical characteristics are used to describe non-

normality i.e. skewness and kurtosis (Hair, 1998; Tabachnick and Fidell, 2001).

Skewness concerns the symmetry of the distribution. If the mean value of a variable

does not fall in the centre of the distribution, it is called a skewed variable. If there is

positive skewness, there is a pileup of cases to the left and right tail is too long and is

otherwise for negative skewness (Kline, 1998; Hair, 1998; Tabachnick and Fidell, 2001).

Kurtosis has to do with the peakedness of the distribution; the distribution is either too

peaked or flat. Tabachnick and Fidell (2001) suggest that value of skewness and kurtosis

should be within the range of -2 to 2 when the data is normally distributed. The above

table shows that the range fall between the required criteria, thus normality is achieved.

94