Brand Equity

GROUP 3

Travel
Question 1:

Chi-Square Tests
Value
df

Pearson Chi-Square 91.486a

94.331
Likelihood Ratio
79.052
Linear-by-Linear
Association
1500
N of Valid Cases

Asymp. Sig.
(2-sided)
4
4
1

.000
.000
.000

The pearson chi square value is less than .05

We can reject null hypo thesis
There is association between brand and loyalty

Question 2:
Chi-Square Tests

Pearson Chi-Square

Value
34.469a

df

Asymp. Sig.
(2-sided)
4
.000

Likelihood Ratio

34.545

.000

Linear-by-Linear
Association

32.560

.000

N of Valid Cases

885

The pearson chi square value is less than .05 hence we can reject
null hypo thesis and conclude that there is association between
brand and loyalty

Crosstabs

Fast Foods
Question 1:
Coefficientsa

Model
1

Unstandardized
Coefficients
B
Std. Error
(Constant)
famil
uniqu
relev
loyal
popul

.424

.014

.178
.163
.161
.166
.162

.002
.002
.002
.003
.003

Standardize
d
Coefficients
Beta

.261
.223
.233
.248
.218

Sig.

30.623

.000

75.300
69.240
64.523
63.409
62.906

.000
.000
.000
.000
.000

Sig. value is less than 0.05 in all the 5 cases . Hence Famil, Uniqu, Relev, Loyal, Popul have positive impact on Brand
Equity

Multiple Regression

Group Statistics
brand

Question 2:

263

264

265

266

267

Total

Mean

Std. Deviation

famil

6.96

uniqu

6.23

relev

5.77

loyal

5.81

popul

6.79

famil

7.16

uniqu

5.97

relev

5.71

loyal

5.57

popul

7.51

famil

6.32

uniqu

5.83

relev

5.50

loyal

5.30

popul

6.28

famil

8.78

uniqu

7.31

relev

6.58

loyal

6.79

popul

9.08

famil

6.50

uniqu

6.17

relev

5.85

loyal

5.45

popul

6.82

famil

7.15

uniqu

6.31

relev

5.89

loyal

5.79

popul

7.30

2.837
2.629
2.779
2.764
2.546
2.713
2.528
2.862
3.020
2.442
3.344
2.878
3.024
3.152
2.952
1.793
2.492
2.707
2.755
1.589
3.136
2.925
3.077
3.128
2.831
2.950
2.747
2.915
3.016
2.704

Question 3:

Loyalty vs Income
Tests of Between-Subjects Effects
Dependent Variable: loyal
Type III
Sum of
Mean
Source
Squares
df
Square
F
Sig.
Corrected
37.566a
3
12.522
1.374
.249
Model
Intercept
49346.35 5415.5
49346.352
1
.000
2
18
income
37.566
3
12.522
1.374
.249

Error
13631.594
1496
9.112

63909.000
1500
Total
In
both
the
cases,
Sig.
value
is
greater
than
0.05.
Hence
Corrected

13669.159
1499
Total
towards
brand.

Loyalty vs Region
Tests of Between-Subjects Effects
Dependent Variable: loyal
Type III
Sum of
Mean
Source
Squares
df
Square
F
Sig.
Corrected
54.714a
3
18.238
2.004
.112
Model
Intercept
35209.46 3868.9
35209.462
1
.000
2
31
region
54.714
3
18.238
2.004
.112

Error
13614.445
1496
9.101

Total
63909.000
1500
IncomeCorrected
and Region is not affecting the Loyalty of a person

13669.159
1499
Total

One-way ANOVA

Question 4:
Ariel took two extreme positions i.e. High or Low
High High brand loyalty
Low Low brand Loyalty
It is considering the responses which has 8 or more which leads to focusing more on the people who are more
inclined towards the brand and eliminating others.
if they would have chosen exact numbers(like 1 to 7) or (8,9,10),then it was even more difficult to analyze the
data. In fact the data consists of 125000 record. By creating binary variables ,they became somewhat comfortable
in analyzing data.
Lost of Information:
Now by creating binary variables for responses, exact information for a brand got lost. if we are measuring a
data on a scale of 1 to 7(i.e. for low) there can be a huge difference between 1 and 7 but in this data sheet they are
clubbed into same category as low. Now this creates confusion while analyzing data.1 and 7 can be extreme values
but they have been grouped into one category.

Question 5:
The method was adopted by Ariel Research , a market research company to measure
Brand Equity, is appropriate. They asked the survey respondents to rate their
satisfaction, using a scale from 1 to 10 .The more they agreed with a questions, the
closer the score was to 10, the less they agreed ,the closer the score was to 1. So,
Ariel decided that a response of 8,9 or 10 indicated high brand loyalty.
And considering Familiarity, Uniqueness, popularity, loyalty and relevance as
variables will help in covering all aspects like resistance to competition, value added ,
and loyalty towards a brand.