A study on the motor cycle industry in bangladesh

United International University
Marketing Research (MKT 4306)
Section: B
A Study on the Motorcycle Industry in Bangladesh
Submitted To:
Muhammad Hasan Al -Mamun
Assistant lecturer
School of Business and Economics,
Submitted By:
Submission Date:
Serial No. Name ID No.
01 Thayef Ahmed Sunny 111 121 031
02 Md.Shahaid Jurain Alam 111 121 645
03 Md.Sabbir Ahmed 111 121 229
04 Proma Rahman 111 121 069
05 Shahjadi Eva 111 121 107

27th
April, 2016
Letter of Transmittal
April 27, 2016
Muhammad Hasan Al -Mamun
Assistant lecturer,
School of Business & Economics
Subject: Submitting a report on Marketing research.
Dear Sir,
With due honor, we are wishing to inform you that it was a matter of great pleasure as well as
learning to work with such a real life issue. Actually we have enjoyed more in preparing this
assignment. Our five members have worked hard to prepare this assignment. So we would highly
oblige if the content of the assignment has been acceptable to you.
Though we have put our best efforts yet it is very likely that the assignment may have some
mistakes and omissions that are unintentional. So, we hope that the assignment will worthy of
your consideration.
Truly yours,
………………………
Thayef Ahmed Sunny
ID: 111 121 031
(On behalf of the group)

Acknowledgement
We would like to convey our sincere thanks to ALLAH because he has given us the opportunity
to complete our report .This report is based on marketing research practices. We strongly believe
works like this one will surely help us to develop & make us better adapted as well as capable to
cope with the issues & practical exposures in this field as well as to the whole of the legislative
tools that are being extensively exploited in today’s world.
Our next honest & heartiest gratitude goes to our honorable teacher “Muhammad Hasan Al –
Mamun” assistant lecturer, School of Business and Economics, United International University
for his sincere & utmost guidance to prepare this report & to gather huge practical and realistic
knowledge & help us to prepare this report.
We are really grateful to other resource persons and friends. They provided maximum data of
report related that helped me to know about the report and complete that report.
Moreover, we would like to thank all the personalities, whom we couldn’t name here, who
helped for making this report.

Table of Contents
Problem definition ..................................................................................................................................6
Background of the Problems...............................................................................................................9
Statements of the Problems.................................................................................................................9
Approach to the problem ........................................................................................................................9
Research design ......................................................................................................................................9
Types of research design...................................................................... Error! Bookmark not defined.
Information needs .............................................................................................................................12
Data collection from primary sources...............................................................................................14
Scaling technique..............................................................................................................................16
Questionnaire development and testing............................................... Error! Bookmark not defined.
Sampling technique.............................................................................. Error! Bookmark not defined.
Fieldwork............................................................................................. Error! Bookmark not defined.
Data analysis.........................................................................................................................................16
Methodology.....................................................................................................................................16
Plan of data analysis............................................................................. Error! Bookmark not defined.
Result ....................................................................................................................................................16
One-way ANOVA: .............................................................................. Error! Bookmark not defined.
Multiple-Regression..........................................................................................................................18
Co-Relation........................................................................................................................................23
Limitations ............................................................................................................................................24
Accenture: The Accent is in the Name ...........................................................................27
Conclusions & Recommendations........................................................................................................30

Executive Summary
This report will give a clear idea about our assign task we conduct an academic survey over sixty
respondents to examining the impact of Comprehension and Comparative advantage on Purchase
Intention and Bonding on motorcycle industry in Bangladesh. We select four brand named
Yamaha, TVS, Runner and Walton. For measuring the impact we do One- way ANOVA, Co-
relation & Multiple Regression analysis. From the One-way ANOVA analysis we found that
Comprehension, Comparative Advantage, Purchase Intention & Bonding have effect on brand,
means there are significant relationship between brand and other four independent variables.
From the Multiple Regression Analysis we found that there is linear relationship exists among
Comprehension and Comparative advantage to the Purchase Intention and brand. And from our
Co-relation analysis we also found there is a significant relationship between Comprehension
and comparative advantage where the controlling is brand and purchase intention. So for the
betterment of the company first they have to strengthens there Brand as well as make a clear
difference with the competitor, create sustainable competitive advantage and introduce it to the
customers because they also have to give emphasis on the Comprehension, Comparative
advantage as well because those have significant relationship with Purchase Intention and
Branding.

Introduction
Nowadays, motorbike has become first attraction for office-goers and professionals because of
its size and affordable price in the country. The bikers include businesspeople, doctors,
journalists, lawyers and teachers, students and NGO activists. Apart from the individual transport
needs, the two-wheeler has generated commercial value in upcountry areas. Thousands of
unemployed educated and semi-educated people, mostly youths, in the rural areas chose
motorcycle for their main source of earning by commercially carrying passengers on narrow
roads from one sub-town to another and a village to another one. Because of the country's huge
population base and vibrant economic activities, global brands in the motorcycle industry got in
a rat race to enter the highly potential market with enhanced investment plans to have a good
share of the market of 160-million-strong population, businesses said. According to the market
players, motorcycles manufactured by India's Bajaj Group attained the top position on the market
over here with 53 per cent share as some 69,747 bikes of the brand had been sold in the first
seven months (till January, 2015) of the current 2014-2015 fiscal year (FY). Bajaj's popular
products are Pulsar, Discover and Avenger. TVS Auto, took the second position with 12 per cent
(15,529 bikes) market share followed by Hero Honda 9 per cent (11,493), Chinese brand Dayang
supplied by Runner Group nearly 8 per cent (10,442) and Walton 6 per cent (6,524) and the
remaining 12 per cent shared by Japanese brands Honda and Yamaha, Indian Mahindra, Chinese
Haojue and some other bikes. Some companies who are supplying such two-wheelers of global
brands have adopted long-term investment policy to set up manufacturing units in Bangladesh in
next two or three years when the current market size will double, as informed by the industry-
insiders.
At the same time, more local companies are in the queue to tie their knot with international
brands to supply the vehicle by considering it another booming business area. In that situation all
companies are trying to know about the customer insight, so that they can make necessary
changes that attract customer to buy their motorbike. This model marketing research represent
how customer make their decision in terms of their thinking. Here, we select four brand named
as Yamaha, Walton, Runner and TVS. We try to find out the purchase intention and brand may
any relationship with comprehension and comparative advantage. Also find out their correlation
and effect of four variables.

Research :
Background of the research
We want to examine the impact of Comprehension and Comparative Advantage on Purchase
Intention and Bonding on the motorcycle industry in Bangladesh.
Statements of the research
Are Comprehension and Comparative Advantage effecting Purchase Intention and Bonding in
motorcycle Industry?
Approach to the research
We divide our analysis in three parts:
First, we want to see whether the Comprehension, Comparative Advantage, Purchase Intention
and Bonding effecting the brand or not.
For that, One-way ANOVA will be appropriate statistics because we are interested see whether
one independent non-matric variable is affecting one dependent matric variable.
Second, we want to see whether Comprehension, Comparative Advantage is affecting Purchase
Intention and Bonding or not.
For that Multiple-Regressions will be appropriate statistics because we are interested to see
whether two independent matric variables are affecting one dependent matric variable.
Third, we are mainly concern with the association between comprehension and comparative
advantage controlling for brand and purchase intentions.
For that, Co-relation will be appropriate statistics because we are interested see whether there is
any relationship between two matric variables.
Literature Review:
Competitive Advantage: A competitive advantage is an advantage over competitors gained by
offering consumers greater value, either by means of lower prices or by providing greater
benefits and service that justifies higher prices.

Purchase Intention: A plan to purchase a particular good or service in the future.
Brand Equity: Added Value consumers see, think and feel of the brand with respect to other
brands. It is also which describes the value of having a well-known brand name. Basically brand
equity refers to the value of a brand.
Brand Awareness: The extent to which the consumers are familiar with the qualities or image
of a particular brand of goods or services. To let the target customers inform & notify about the
brand‘s features, specification & distinctiveness from comparative‘s comparable products.
Brand extinction: Extending different product lines of a particular brand
Brand Element: Elements used to express/represent and identify/differentiate the brand. The
consistent use of Brand Elements in all marketing programs helps communicate the Brand
Character to the marketplace. The brand name, logo, slogan, jingle, and packaging style are all
examples of Brand Elements
Brand Recall: Brand recall refers to the ability of the consumers to correctly generate and
retrieve the brand in their memory. A brand name that is well known to the great majority of
households is also called a household name.
Brand Positioning: Brand positioning refers to ―target consumer sǁ reason to buy your brand
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Åçã éÉíáíáî É=Äê~åÇK

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Brand AmbassadorW=^ =éÉêëçå~äáíó=ï Üç=áë=ÉåÇçêëÉÇ=Äó=íÜÉ=Åçã é~åó=íç=éêçã çíÉ=~=éêçÇì Åí=çÑíÜÉ=
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Research design:
3.1 Introduction:
In methodology part we will discuss about in which category our research belongs. There are three
types of researches Exploratory, Descriptive and Causal. In this part of methodology we will discuss
in which category our research procedure is designed to find the desired outcomes.
3.2 Research Design:
In our marketing research course we have learnt about three types of research designs. They are
Exploratory, Descriptive and Causal research designs among them our research is designed under
Descriptive research.
 Our Research is Under Descriptive Research: 

Our research is under descriptive research design because we know that descriptive research is a set
of method and procedure which deals with marketing variables to identify the solution. Besides here
results are pretty much predicted by the researchers. In our research we are dealing with 4 variables
comprehension, comparative advantage, purchase intension and bonding. These variables are
derived from our questioners. From here we would try to identify the impact of comprehension and
comparative advantage on purchase intention and bonding. As we are dealing with different
Variables to find our desired solution, our research is definitely categorized under descriptive
research.
Now we would like to clarify why our research is not categorized under Exploratory and causal
research
 Our Research is Not Under Exploratory Research: 


Exploratory research is an informal and unstructured procedure towards research. It is a
random basis information collection technique. Besides here researchers do not have any
capability to predict the outcomes. In our research as previously mentioned that we have
predicted our outcomes. Moreover our research is designed in a formal manner and it is
structured well. For that reason our research definitely not under exploratory research. 


 Our Research is Not Under Causal Research: 

Causal research is all about experiments. In causal research researchers isolate cause and
effect. There are dependent and independent variables. In causal research researchers
examine the outcomes derives from the dependency of dependent variable to independent
variables. 
Information needs
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Äó=ì ëáåÖ=R=éçáåí=äáâÉêí=ëÅ~äÉK=pí~íÉã Éåíë=~êÉW
Comprehension:
NK f=~ã =Ñ~ã áäá~ê=ï áíÜ=íÜáë=Äê~åÇK
OK f=Ü~î É=~=ÇÉí~áäÉÇ=ì åÇÉêëí~åÇáåÖ=çÑ=Üçï =íÜáë=Äê~åÇï çêâëK
PK f=Ü~î É=ÉñéÉêáÉåÅÉ=çÑ=ì ëáåÖ=íÜáë=Äê~åÇK
Comparative advantage:
NK qÜáë=Äê~åÇáë ÄÉííÉê=íÜ~å=çíÜÉêë áå=_ ~åÖä~ÇÉëÜK
OK qÜáë=Äê~åÇ=çÑÑÉêë=ÅäÉ~å=~Çî ~åí~ÖÉ=î ëK=íÜÉ=Åçã éÉíáíáçåK
PK få=íÉêã ë=çÑ=íÜÉ=~ííêáÄì íÉë=çÑ=~=ã çíçêÅóÅäÉI=íÜáë=Äê~åÇ=áë=ÄÉííÉêK

Purchase intention:
NK f=ï áää=~äï ~óë=Äì ó=íÜáë=Äê~åÇK
OK få=íÉêã ë=çÑ=íÜÉ=~ííêáÄì íÉë=çÑ=~=ã çíçêÅóÅäÉI=f=ï áää=~äï ~óë=Äì ó=íÜáë=Äê~åÇK
Bonding:
NK f=~ã =ëíêçåÖäó=Åçã ã áííÉÇ=íç=íÜáë=Äê~åÇK
OK qÜáë=Äê~åÇëÜ~êÉë ã ó=î ~äì Éë
PK qÜáë=Äê~åÇ=Ü~ë=É~êåÉÇ=ã ó=ÅçåÑáÇÉåÅÉK
e ÉêÉ=ï É=ï çì äÇ=äáâÉ=íç=éêçî áÇÉ=çì ê=êÉëÉ~êÅÜ=èì ÉëíáçåëK
An Academic Survey
(Examining the Impact of comprehension and comparative advantage on purchase intention and bonding: A study
on the motorbike industry in Bangladesh)
Name (optional):
Phone Number (optional):
Gender: Male Female
Education: SSC or below HSC Bachelor Masters or equivalent professional degree or above
Profession: Student Service Holder Business Others
Average Monthly Family Income: 30,000 or below 30,000—60,000 60,000—90,000
90,000 – 1, 20,000 above 1, 20, 000
Please indicate your level of agreement with the following statements. Where 1 = highly disagreed, 2 = disagreed,
3 = neutral, 4 = agreed, and 5 = highly agreed.
SN Statements 1 2 3 4 5
Comprehension
1 C1 I am familiar with Runner motorcycle
2 C1 I have a detailed understanding of how Runner motorcycle works
3 C3 I have experience of using Runner motorcycle
Comparative Advantage
4 CA1 Runner motorcycle is better than others in Bangladesh
5 CA2 This brand offers a clean advantage vs. the competition

6 CA3 In terms of the attributes of a motorbike, Runner motorcycle is better
Watch Intension
7 PI1 I will always buy Runner motorcycle
8 PI2 In terms of the attributes of a motorbike, I will always buy Runner
motorcycle
Bonding
9 B1 I am strongly committed Runner motorcycle
10 B2 Runner motorcycle shares my value
11 B3 Runner motorcycle has earned my confidence
Significance of the Study:
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MQ ` çåëì ã Éê=_ ÉÜ~î áçê NMíÜ i Éçå=d K=pÅÜáÑÑã ~å
pKo ~ã ÉëÜ=h ì ã ~ê
Data collection from primary sources
cçê=Ç~í~=ÅçääÉÅíáçå=íÜÉêÉ=~êÉ=íï ç=ëçì êÅÉë=çåÉ=áë=éêáã ~êó=~åçíÜÉê=áë=ëÉÅçåÇ~êóK=^ ë=ï É=Ççå?í=Ü~î É=
ëÉÅçåÇ~êó=ëçì êÅÉë=çÑ=Ç~í~=ëç=ï É=ì ëÉ=çåäó=éêáã ~êó=ëçì êÅÉë=çÑ=Ç~í~K=pç=çì ê=ï ÜçäÉ=êÉéçêí=Ä~ëÉÇ=çå=
éêáã ~êó=ëçì êÅÉë=Ç~í~K=cçê=íÜÉ=éêáã ~êó=ëçì êÅÉë=çÑ=Ç~í~=ï É=ì ëÉ=èì Éëíáçåå~áêÉ=ëì êî Éó=Äó=ì ëáåÖ=R=
éçáåí=äáâÉêí=ëÅ~äÉK====
Data Collection Procedure:
In the data collection procedure we have shown in which date answers of different questioners
are collected from different respondents. On 22nd
and23rd April, 2016, Shahed, Sunny, Sabbir,
Proma and Eva visited UIU campus premises and other nearest places to conduct the survey.
Now we will provide a chart that will exhibit our contributions to collect data.

Serial Interviewers Date Number of Location
No. respondent
1 Shahed 22/4/2016 - 06 UIU Campus 1 and 2
23/4/2016 MS r fr =` ~ã éì ë=N=~åÇ=P
2 Sunny 22/4/2016 06 UIU Campus 1 and 2
23/4/2016 MS r fr =` ~ã éì ë=N=~åÇ=P
3 Sabbir 22/4/2016 06 Jhigatola
23/4/2016 MS UIU Car parking area
4 mêçã ~ 22/4/2016 - 06 r fr =` ~ã éì ë=N
23/4/2016 MS r fr =` ~ã éì ë=N
5 Eva 22/4/2016 06 r fr =` ~ã éì ë=N
23/4/2016 MS r fr =` ~ã éì ë=N
Total 60
3.7 Data Analysis:
We have used SPSS software to simulate and analyze data. This software is very much user friendly.
Our instructor helps us to understand the technical term. We work as a team and input 60 data in
the software. After that we analyze frequency, one way ANOVA, multiple regression analysis and
partial regression.

Scaling technique
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 éì êÅÜ~ëÉë=áåíÉåíáçå
 ÄçåÇáåÖ
Data analysis:
Methodology
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qÜ~å=áåíÉêéêÉí=~ää=íÜÉ=ÑáåÇáåÖëK
Findings
Is Comprehension has make any effect on Brand?
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ANOVA
C
Sum of Squares df Mean Square F Sig.
Between Groups 3.398 3 1.133 .898 .448
Within Groups 70.667 56 1.262
Total 74.065 59

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pçI=íÜÉ=ëíêÉåÖíÜ=çÑ=~ëëçÅá~íáçå=Å~å=ÄÉ=Å~äÅì ä~íÉÇ=Äó=Éí~=ëèì ~êÉ
Brand with Comparative advantage:
ANOVA
CA
Between Groups 4.393 3 1.464 1.786 .160
Within Groups 45.911 56 .820
Total 50.304 59
e M=áë=~ÅÅÉéíÉÇ=ÄÉÅ~ì ëÉ=íÜÉ=ëáÖåáÑáÅ~åí=î ~äì É=áë=ÖêÉ~íÉê=íÜ~å=êÉèì áêÉÇ=î ~äì É=çÑ=αK
pç=áí=Å~å=ÄÉ=ÅçåÅäì ÇÉÇ=íÜ~í=_ ê~åÇ=ÇçÉë=åçí=Ü~î É=áã é~Åí=çå=` çã é~ê~íáî É=~Çî ~åí~ÖÉK
Brand with Purchase Intention:
ANOVA
PI

Between Groups 7.346 3 2.449 2.035 .119
Total 74.712 59
pç=áí=Å~å=ÄÉ=ÅçåÅäì ÇÉÇ=íÜ~í=_ ê~åÇ=ÇçÉë=åçí=Ü~î É=áã é~Åí=çå=mì êÅÜ~ëÉ=fåíÉåíáçåK
Brand with Bonding:
pç=áí=Å~å=ÄÉ=ÅçåÅäì ÇÉÇ=íÜ~í=_ ê~åÇ=ÇçÉë=åçí=Ü~î É=áã é~Åí=çå=_ çåÇáåÖK
ANOVA
B
Between Groups 6.361 3 2.120 1.749 .167
Total 74.243 59
Multiple-Regression
C, CA with PI:
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Model Summary
Model R R Square Adjusted R Square
Std. Error of the
Estimate
1 .713
a
.509 .491 .80248
a. Predictors: (Constant), CA, C
ANOVA
b
Model Sum of Squares df Mean Square F Sig.
1 Regression 38.006 2 19.003 29.510 .000
a
Residual 36.706 57 .644
Total 74.712 59
b. Dependent Variable: PI
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qÜÉ=e M ï áää=ÄÉ=~ÅÅÉéíÉÇ=ÄÉÅ~ì ëÉ=íÜÉ=î ~äì É=çÑ=ëáÖåáÑáÅ~åÅÉ=EMKNRQF=áë=ÖêÉ~íÉê=íÜ~å=íÜÉ=êÉèì áêÉÇ=
î ~äì É=çÑ=α=EMKMRFK=
k çï I=áí=Å~å=ÄÉ=ÅçåÅäì ÇÉÇ=íÜ~í=íÜÉêÉ=áë=åç=äáåÉ~ê=êÉä~íáçåëÜáé=~ã çåÖ=íÜÉ=î ~êá~ÄäÉëK

qÜÉ=Ñçääçï áåÖ=é~êíá~ä=e óéçíÜÉëáë=Å~å=ÄÉ=ÇÉî ÉäçéÉÇ=Ü~êÉW
Comprehension:
e MW=_ =N
O
Z=M
e NW=_ =N
O
≠=M
qZ=JKRQV
páÖåáÑáÅ~åíZMKRUR
αZ=MKMR
e M=áë=~ÅÅÉéíÉÇ
Competitive Advantage:
e MW=_ =O
O
Z=M
e NW=_ =O
O
≠=M
qZ=QKVRM
páÖåáÑáÅ~åíZMKMMM
αZ=MKMR
e M=áë=êÉàÉÅíÉÇ
Coefficient of Determination:
o O
ZMKQTV
ZQTKVB
qÜÉ=s ~êá~íáçå=áå=íÜÉ=ÇÉéÉåÇÉåí=î ~êá~ÄäÉ=Å~å=ÄÉ=Éñéä~áåÉÇ=Äó=íÜÉ=î ~êá~íáçå=áå=íÜÉ=áåÇÉéÉåÇÉåí=
î ~êá~ÄäÉ=Äó=QTKVB

qÜÉ=êÉä~íáî É=ÅçåíêáÄì íáçå=çÑ=íÜÉ=É~ÅÜ=áåÇÉéÉåÇÉåí=î ~êá~ÄäÉ=Å~å=ÄÉ=Éñéä~áåÉÇ=Äó=íÜÉ=β=î ~äì ÉK=
` çã éêÉÜÉåëáçå=Z=JKMUQ
` çã éÉíáíáî É=^ Çî ~åí~ÖÉ=Z=MKTRR
_ Éíï ÉÉå=íï ç=áåÇÉéÉåÇÉåí=î ~êá~ÄäÉë=` çã éÉíáíáî É=^ Çî ~åí~ÖÉ=áë=ÅçåíêáÄì íÉÇ=ã çêÉ=áå=íÜÉ=î ~êá~íáçå=
çÑ=mì êÅÜ~ëÉ=fåíÉåíáçåK
C, CA with B:
qÜÉ=Ñçääçï áåÖ=j ì äíáéäÉ=o ÉÖêÉëëáçå=~å~äóëáë=Å~å=ÄÉ=ÇÉî ÉäçéÉÇ=Ü~êÉW
ñNZ=` çã éêÉÜÉåëáçå
ñOZ` çã éÉíáíáî É=^ Çî ~åí~ÖÉ
Model Summary
Std. Error of the
Estimate
1 .696
a
.485 .467 .81895
ANOVA
b
1 Regression 36.014 2 18.007 26.849 .000
a
Residual 38.229 57 .671
Total 74.243 59
b. Dependent Variable: B

v Z=ÄMHÄNñNHÄOñO
ZMKUNSJMKNVS=ñNHMKUMP=ñO
qÜÉ=Ñçääçï áåÖ=çî Éê~ää=e óéçíÜÉëáë=Å~å=ÄÉ=ÇÉî ÉäçéÉÇ=Ü~êÉW
e MW=o O
Z=M
e NW=o O
≠=M
qÜÉ=e M ï áää=ÄÉ=~ÅÅÉéíÉÇ=ÄÉÅ~ì ëÉ=íÜÉ=î ~äì É=çÑ=ëáÖåáÑáÅ~åÅÉ=EMKçQTF=áë=ÖêÉ~íÉê=íÜ~å=íÜÉ=êÉèì áêÉÇ=
î ~äì É=çÑ=α=EMKMRFK=
k çï I=áí=Å~å=ÄÉ=ÅçåÅäì ÇÉÇ=íÜ~í=íÜÉêÉ=áë=åç==äáåÉ~ê=êÉä~íáçåëÜáé=~ã çåÖ=íÜÉ=î ~êá~ÄäÉëK
qÜÉ=Ñçääçï áåÖ=é~êíá~ä=e óéçíÜÉëáë=Å~å=ÄÉ=ÇÉî ÉäçéÉÇ=Ü~êÉW
Comprehension:
e MW=_ =N
O
Z=M
e NW=_ =N
O
≠=M
qZ=JNKNOP
páÖåáÑáÅ~åíZMKOSS
αZ=MKMR
e M=áë=~ÅÅÉéíÉÇ
Competitive Advantage:
e MW=_ =O
O
Z=M
e NW=_ =O
O
≠=M

qZ=QKTTP
páÖåáÑáÅ~åíZMKMMM
αZ=MKMR
e M=áë=êÉàÉÅíÉÇ
Coefficient of Determination:
o O
ZMKQNO
ZQNKOB
qÜÉ=s ~êá~íáçå=áå=íÜÉ ÇÉéÉåÇÉåí=î ~êá~ÄäÉ=Å~å=ÄÉ=Éñéä~áåÉÇ=Äó=íÜÉ=î ~êá~íáçå=áå=íÜÉ=áåÇÉéÉåÇÉåí=
î ~êá~ÄäÉ=Äó=QNKOB
qÜÉ=êÉä~íáî É=ÅçåíêáÄì íáçå=çÑ=íÜÉ=É~ÅÜ=áåÇÉéÉåÇÉåí=î ~êá~ÄäÉ=Å~å=ÄÉ=Éñéä~áåÉÇ=Äó=íÜÉ=β=î ~äì ÉK=
` çã éêÉÜÉåëáçå=Z=JMKNUO
` çã éÉíáíáî É=^ Çî ~åí~ÖÉ=Z=MKTTP
_ Éíï ÉÉå=íï ç=áåÇÉéÉåÇÉåí=î ~êá~ÄäÉë=` çã éÉíáíáî É=^ Çî ~åí~ÖÉ=áë=ÅçåíêáÄì íÉÇ=ã çêÉ=áå=íÜÉ=î ~êá~íáçå=
çÑ=_ çåÇáåÖK
Co-Relation
o Z=HMKSTS
k çï =áí=Å~å=ÄÉ=ÅçåÅäì ÇÉÇ=íÜ~í=íÜÉêÉ=áë=~=éçëáíáî É=êÉä~íáçåëÜáé=ÄÉíï ÉÉå=mì êÅÜ~ëÉ=fåíÉåíáçå=~åÇ=
_ çåÇáåÖK

Limitations
 få=çì ê=êÉëÉ~êÅÜ=íÜÉ=ã ~áå=äáã áí~íáçå=áë=ë~ã éäÉ=ëáòÉ=ÄÉÅ~ì ëÉ=çì ê=ë~ã éäÉ=ëáòÉ=áë=SM=ï ÜáÅÜ=~êÉ=
~êÄáíê~êó=~åÇ=ÇÉÅáÇÉÇ=Äó=çì ê=êÉëéÉÅíÉÇ=ëáêK
 ^ åçíÜÉê=äáã áí~íáçå=áë=íáã É=äáã áí~íáçå=ÄÉÅ~ì ëÉ=ï É=ÖÉí=ëÜçêí=íáã É=Ñçê=íÜáë=ëì êî ÉóK
 j çëí=ÅçåÅÉêåÉÇ=äáã áí~íáçå=áë=ä~åÖì ~ÖÉ=Ä~êêáÉêë=ÄÉÅ~ì ëÉ=çì ê=èì Éëíáçåå~áêÉ=ï êáííÉå=áå=
båÖäáëÜK=cçê=íÜ~í=êÉ~ëçå=ëçã É=íáã É=çì ê=êÉëéçåÇÉåí=ï ~ë=ì å~ÄäÉ=íç=ì åÇÉêëí~åÇ=íÜÉ=èì ÉëíáçåK
 o ÉëéçåÇÉåíë=ëçã Éíáã Éë=Öáî É=ï êçåÖ=~åëï Éê=~ë=íÜÉó=~êÉ=åçíK
 i ~ëí=Äì í=åçí=äÉ~ëí=äáã áí~íáçå=áë=ëçã É=íáã É=çì ê=êÉëéçåÇÉåí=ï ~ë=åçí=ÑêáÉåÇäó=íç=ÅçJçéÉê~íÉ=
ï áíÜ=ì ë=~åÇ=Ççå?í=í~âÉ=çì ê=ëì êî Éó=ëÉêáçì ëäóK

Conclusion
qÜÉ=ã ~êâÉí=ëÜ~êÉ=çÑ=ã çíçêÄáâÉ=~ëëÉã ÄäáåÖ=Åçã é~åáÉë=áë=Öê~Çì ~ääó=ÄÉáåÖ=Öê~ÄÄÉÇ=Äó=äçÅ~äJã ~ÇÉ=
Åçã éäÉíÉ=Äì áäÇ=ì åáíë=E` _ r ëF=~åÇ=ï áíÜáå=åÉñí=Ñáî É=óÉ~êë=íÜÉ=ã çíçêÅóÅäÉ=ã ~êâÉí=áë=äáâÉäó=íç=ÄÉ=
Ççã áå~íÉÇ=Äó=äçÅ~ä=ã ~åì Ñ~Åíì êÉêëKa ì É=íç=íÜÉ=áã ã ÉåëÉ=éçíÉåíá~äáíó=çÑ=íÜÉ=ëÉÅíçêI=ä~êÖÉ=
áåî Éëíã Éåíë=~êÉ=ÖçáåÖ=íç=ÄÉ=ã ~ÇÉ=Äó=íï ç=ÄáÖ=äçÅ~ä=Åçã é~åáÉëK^ ÅÅçêÇáåÖ=íç=ëçì êÅÉëI=íÜÉ=
Åçì åíêóDë=äÉ~ÇáåÖ=íï ç=ÅçåÖäçã Éê~íÉë=JJ mê~åJo ci =~åÇ=g~ã ì å~=Öêçì éë=JJ ~êÉ=íç=áåî Éëí=ã áääáçåë=çÑ=
í~â~ë=áå=ã ~åì Ñ~Åíì êáåÖ=ã çíçêÅóÅäÉë=äçÅ~ääóK
qÜÉ=ÉñáëíáåÖ=t ~äíçå=e áJqÉÅÜ=fåÇì ëíêáÉë=i áã áíÉÇ=~åÇ=o ì ååÉê=^ ì íçã çÄáäÉ=fåÇì ëíêáÉë=i áã áíÉÇ=~êÉ=
àçáåíäó=ã ÉÉíáåÖ=PR=éÉê=ÅÉåí=ÇÉã ~åÇ=çÑ=íÜÉ=ã çíçêÅóÅäÉ=ã ~êâÉíKfå=íÜÉ=óÉ~ê=OMNMJNN=íÜÉ=ã ~êâÉí=
ëÜ~êÉë=Äó=t ~äíçå=~åÇ=o ì ååÉê=ï ÉêÉ=NN=~åÇ=NQ=éÉê=ÅÉåí=êÉëéÉÅíáî Éäó=~åÇ=Çì êáåÖ=íÜÉ=ä~ëí=ÑáëÅ~ä=áí=
ï ~ë=NR=~åÇ=NT=éÉê=ÅÉåí=êÉëéÉÅíáî ÉäóKfå=íÜáë=êÉëÉ~êÅÜI=ï É=Ñçì åÇ=íÜ~í=Åçåëì ã Éêë=~êÉ=Ñ~ã áäá~ê=ï áíÜ=
çì ê=äçÅ~ä=Äê~åÇ=Äì í=áå=éì êÅÜ~ëÉ=áåíÉåíáçåI=íÜÉó=~êÉ=åçí=ÅçåëáÇÉê çì ê=Äê~åÇ=áå=íÜÉáê=äáëíK=qÜÉ=êÉ~ëçå=
ÄÉÜáåÇ=áë=íÜÉ=Åçã é~ê~íáî É=~Çî ~åí~ÖÉ=ã çëíäóK=t É=ëÜçï =íÜÉ=êÉä~íáçåëÜáé=~åÇ=ÉÑÑÉÅí=~ää=íÜÉ=
î ~êá~ÄäÉë=çî Éê=Äê~åÇ=~åÇ=éì êÅÜ~ëÉ=áåíÉåíáçå=~åÇ=ÜÉêÉ=~=ÅäÉ~ê=ÇáÑÑÉêÉåÅÉ=ÄÉíï ÉÉå=íÜÉ=ã ì äíáå~íáçå~ä=
Äê~åÇ=~åÇ=äçÅ~ä=Äê~åÇK=qÜáë=êÉëÉ~êÅÜ=Å~å=ÜÉäéÑì ä=íç=íÜÉ=äçÅ~ä=Äê~åÇ=íç=ÑáåÇ=çì í=ëéÉÅáÑáÅ=éçáåí=íç=
êÉÅçî Éê=íÜáë=áåíÉåíáçåK

Webliography
1. ÜííéWLLÄ~åÖä~ÇÉëÜJíê~ÇÉÉÅçåçã óKÄäçÖëéçíKÅçã LOMNPLMNLäçÅ~äJã çíçêÅóÅäÉJã ~åì Ñ~Åíì êáåÖJ
ëÉÅíçêKÜíã äI=~ÅÅÉëëÉÇ=Äó=NNKMT=~ã I=OTíÜ
^ éêáäI=OMNS
2. ÜííéWLLï ï ï Kã çíçêÅóÅäÉî ~ääÉóKÅçã LåÉï ëLã ~êâÉíJëÜ~êÉëJçÑJã çíçêÅóÅäÉJÄê~åÇëJáåJ
Ä~åÖä~ÇÉëÜLI=~ÅÅÉëëÉÇ=Äó=NNKMM=~ã I=OTíÜ
^ éêáäI=OMNS
3. ÜííéWLLéêáåíKíÜÉÑáå~åÅá~äÉñéêÉëëJÄÇKÅçã LOMNRLMQLMRLUTSQSI=~ÅÅÉëëÉÇ=Äó=NMKQM=~ã I=OTíÜ
^ éêáäI=OMNS
4. ÜííéWLLï ï ï KÇ~áäóJëì åKÅçã Léêáåíî ÉêëáçåLÇÉí~áäëLVNOTSL_ ~åÖä~ÇÉëÜJÜ~ëJÄêáÖÜíJÄáâÉJÉñéçêíJ
éêçëéÉÅíëI=~ÅÅÉëëÉÇ=Äó=NMKMU=~ã I=OTíÜ
^ éêáäI=OMNS
5. ï ï ï KÖççÖäÉKÅçã I=ê~åÇçã =ëÉ~êÅÜ=áå=ëÉî Éê~ä=íáã Éë=Ñçê=áåÑçêã ~íáçå
6. ÜííéWLLÄäçÖKÜì ÄëéçíKÅçã Lã ~êâÉíáåÖLã ~êâÉíJêÉëÉ~êÅÜJíççäëJêÉëçì êÅÉëI= ~ÅÅÉëëÉÇ= Äó= UKNM=
éã I=OSíÜ
^ éêáäI=OMNS
7. ÜííéëWLLï ï ï Kã êëKçêÖKì âLI=~ÅÅÉëëÉÇ=Äó=TKMM=éã I=OSíÜ
^ éêáäI=OMNSK

CASE SOLUTION
Accenture: The Accent is in the Name
Q1. Discuss the role of marketing research In helping Andersen Consulting select a new
name (Accenture)
Answer: Q1
qÜÉ=êçäÉ=çÑ=ã ~êâÉíáåÖ=êÉëÉ~êÅÜ=ï ~ë=î áí~ä=áå=íÜÉ=ëÉäÉÅíáçå=çÑ=íÜÉ=å~ã É=åÉï ==?=^ ÅÅÉåíì êÉ=?=Ñêçã =
íÜÉ=å~ã É=^ åÇÉêëÉå=` çåëì äíáåÖ==ÄÉÅ~ì ëÉ=íÜÉ=éêçÅÉëë=çÑ=ã ~êâÉíáåÖ=êÉëÉ~êÅÜ=ï ~ë=ì ëÉÇ=
~ééêçéêá~íÉäó=íç=áÇÉåíáÑó=íÜÉ=éêçÄäÉã =~åÇ=ÇÉî Éäçé=~=ëì áí~ÄäÉ=~ééêç~ÅÜ=íç=ÑáåÇáåÖ=~=å~ã ÉK==^ =
íêÉã ÉåÇçì ë=~ã çì åí=çÑ=áåÑçêã ~íáçå=ï ~ë=Ö~íÜÉêÉÇ=~åÇ=ÇáÑÑÉêÉåí=ëçäì íáçåë=ï ÉêÉ=Ñçêã ì ä~íÉÇ=~åÇ=
íÉëíÉÇK==qÜÉå=Åçã Éë=íÜÉ=ëì ÅÅÉëëÑì ä=Åçåî Éêëáçå=Ñêçã =^ åÇÉêëçå=` çåëì äíáåÖ=íç=^ ÅÅÉåíì êÉ=ï ÜáÅÜ=
Åçã É=Ñêçã =íÜÉ=êÉëì äíK
Q2. Define Accenture’s target market. Discuss the role of marketing research in helping
Accenture understand the needs of its target customer.
Answer: Q2
^ ÅÅÉåíì êÉ?ë=ÅäáÉåíë=~êÉ=ã ~åó=~åÇ=ëé~å=~Åêçëë=ëÉî Éê~ä=áåÇì ëíêáÉëK==qÜÉó=áåÅäì ÇÉ=UV=çÑ=íÜÉ=cçêíì åÉ=
d äçÄ~ä=NMM=Åçã é~åáÉë=~åÇ=çî Éê=Ü~äÑ=çÑ=íÜÉ cçêíì åÉ=d äçÄ~ä=RMMK==qÜÉêÉÑçêÉI=^ ÅÅÉåíì êÉ?ë=í~êÖÉí=
ã ~êâÉí=áåÅäì ÇÉë=íÜÉ=ÉñÉÅì íáî Éë=çÑ=ã çëí=ä~êÖÉ=Åçêéçê~íáçåë=~åÇ=ã ~åó=ëã ~ää=çåÉëK==qÜÉ=ì ëÉ=çÑ=
ã ~êâÉíáåÖ=êÉëÉ~êÅÜ=áë=áã éçêí~åí=Ñçê=^ ÅÅÉåíì êÉ=íç=ã ~áåí~áå=~åÇ=ÇÉî Éäçé=ÖççÇ=êÉä~íáçåëÜáéë=Äó=
ì åÇÉêëí~åÇáåÖ=íÜÉ=ÇÉÅáëáçå=ã ~âáåÖ=éêçÅÉëë=~åÇ=íÜÉ=áåÑçêã ~íáçå=åÉÉÇë=çÑ=íÜÉëÉ=Åçêéçê~íáçåëK
Q3. Accenture would like to increase preference and loyalty to its service. Describe the
management decision problem.
Answer: Q3
qÜÉ=ã ~å~ÖÉã Éåí=ÇÉÅáëáçå=éêçÄäÉã =Å~å=ÄÉ=Éñéä~áåÉÇ=Äó=Ñçääçï áåÖ=J
?t Ü~í=Å~å=^ ÅÅÉåíì êÉ=Çç=íç=áã éêçî É=éêÉÑÉêÉåÅÉ=~åÇ=äçó~äíó=ï áíÜáå=áíë=í~êÖÉí=ã ~êâÉí =?

Q4. Define a suitable marketing research program corresponding to the management
decision problem that you identified in question 3.
Answer: Q4
qÜÉ=ã ~êâÉíáåÖ=êÉëÉ~êÅÜ=éêçÄäÉã =áë=íç=ÇÉíÉêã áåÉ=Åì ëíçã Éê=éêÉÑÉêÉåÅÉ=~åÇ=äçó~äíó=Ñçê=Åçåëì äíáåÖ=
Åçã é~åáÉëK==j çêÉ=ëéÉÅáÑáÅ~ääóW
~K t Ü~í=ÅêáíÉêá~=Çç=Åçã é~åáÉë=ì ëÉ=Ñçê=Éî ~äì ~íáåÖ=Åçåëì äíáåÖ=Ñáêã ë
ÄK e çï =Çç=Åì ëíçã Éêë=áå=íÜÉ=í~êÖÉí=ã ~êâÉí=Éî ~äì ~íÉ=î ~êáçì ë=Åçåëì äíáåÖ=Ñáêã ë
ÅK t Ü~í=áë=íÜÉ=ÇÉã çÖê~éÜáÅ=~åÇ=éëóÅÜçÖê~éÜáÅ=éêçÑáäÉ=çÑ=Åì ëíçã Éêë=äçó~ä=íç=
^ ÅÅÉåíì êÉ
ÇK t Ü~í=ÅÜ~ê~ÅíÉêáëíáÅë=ÇáÑÑÉêÉåíá~íÉ=^ ÅÅÉåíì êÉ=äçó~äáëíë=Ñçêã =çíÜÉê=í~êÖÉí=
` ì ëíçã ÉêëK
Q5. Define a graphical model explaining how a Fortune 500 firm would select a consulting
organization.
qÜÉ=Ñçääçï áåÖ=Çá~Öê~ã =áë=Åçåëíêì ÅíÉÇ=Ñçê=íÜÉ=éì êéçëÉ=çÑ=ëÉäÉÅíáåÖ=íÜÉ=Åçåëì äíáåÖ=çêÖ~åáò~íáçå
^ ï ~êÉåÉëë=çÑ=~=Åçåëì äíáåÖ=ëáíì ~íáçå
` çã ã áííÉÉ=ÇÉÅáëáçå=~åÇ=Ñçêã ~íáçå=çÑ=ÅÜçáÅÉ=ÅêáíÉêá~
fåÑçêã ~íáçå=ëÉ~êÅÜ

bî ~äì ~íáçå=çÑ=~äíÉêå~íáî É=Åçåëì äíáåÖ=Ñáêã ë
pÉäÉÅíáçå=çÑ=~=Åçåëì äíáåÖ=Ñáêã
Q6. Develop two reaches questions, each with two hypotheses based on marketing
researcher problem you defined in question 4.
Research Q1
e çï =áã éçêí~åí=áë=íÜÉ=êçäÉ=çÑ=éêáÅÉ=áå=íÜÉ=ëÉäÉÅíáçå=çÑ=~=Åçåëì äíáåÖ=Ñáêã
e N mêáÅÉ=áë=åçí=íÜÉ=ã çëí=áã éçêí~åí=Ñ~Åíçê=Ñçê=cçêíì åÉ=RMM=Ñáêã ë=ï ÜÉå=ëÉäÉÅíáåÖ=~=
Åçåëì äíáåÖ=Ñáêã K
e O mêáÅÉ=áë=äÉëë=áã éçêí~åí=íç=cçêíì åÉ=RMM=Ñáêã ë=íÜ~å=áí=áë=íç=çíÜÉê=Ñáêã ëK
Research Q2
e çï =áã éçêí~åí=áë=íÜÉ=êçäÉ=çÑ=êÉéì í~íáçå=áå=íÜÉ=ëÉäÉÅíáçå=çÑ=~=Åçåëì äíáåÖ=Ñáêã
e N o Ééì í~íáçå=áë=íÜÉ=ã çëí=áã éçêí~åí=Ñ~Åíçê=Ñçê=cçêíì åÉ=RMM=Ñáêã ë=ï ÜÉå=ëÉäÉÅíáåÖ=~=
Åçåëì äíáåÖ=Ñáêã K
e O o Ééì í~íáçå=áë=ã çêÉ=áã éçêí~åí=íç=cçêíì åÉ=RMM=Ñáêã ë=íÜ~å=áí=áë=íç=çíÜÉê=Ñáêã ëK

Conclusions & Recommendations
fí=Å~å=ÄÉ=ÅçåÅäì ÇÉÇ=íÜ~í=ÖÉåÇÉê=ÇçÉë=åçí=Ü~î É=~åó=áã é~Åí=çî Éê=íÜÉ=î ~êá~ÄäÉëK=^ î Éê~ÖÉ=ã çåíÜäó=
Ñ~ã áäó=áåÅçã É=áã é~Åí=çå=éì êÅÜ~ëÉ=áåíÉåëáçå=~åÇ=ÄçåÇáåÖI=~ë=ï Éää=~ë=ÉÇì Å~íáçå=Ü~î É=~å=áã é~Åí=
çå=ÄçåÇáåÖK=qÜÉêÉ=áë=~=äáåÉ~ê=êÉä~íáçåëÜáé=~ã çåÖ=íÜÉ=î ~êá~ÄäÉëK=` çã é~ê~íáî É=~Çî ~åí~ÖÉ=
ÅçåíêáÄì íÉÇ=ã çêÉ=áå=íÜÉ=î ~êá~íáçå=çÑ=éì êÅÜ~ëÉK=qÜÉêÉ=áë=~=éçëáíáî É=êÉä~íáçåëÜáé=ÄÉíï ÉÉå=éÉêÅÜ~ëÉ=
áåíÉåíáçå=~åÇ=ÄçåÇáåÖK
o ÉÅçã ã ÉåÇ~íáçåë=~êÉW
NK=pÉÖã Éåí~íáçå=Ä~ëÉÇ=çå=ÖÉåÇÉê=áë=åçí=êÉÅçã ã ÉåÇÉÇ=ÄÉÅ~ì ëÉ=áí=ÇçÉë=åçí=~ÑÑÉÅí=~åó=çÑ=íÜÉ=
ÇÉéÉåÇÉåí=î ~êá~ÄäÉë=KáåÅçã É=ï áää=íÜÉ=éêçéÉê=ï ~ó=íç=ëÉÖã ÉåíáåÖ=íÜÉ=ã ~êâÉíK=
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Results
Frequencies
Statistics
Brand Gender Education Profession
Average Monthly
Family Income
N Valid 60 60 60 60 60
Missing 0 0 0 0 0
Frequency Table
Brand
Frequency Percent Valid Percent
Cumulative
Percent
Valid Runner 15 25.0 25.0 25.0
Yamaha 15 25.0 25.0 50.0
Walton 15 25.0 25.0 75.0
TVS 15 25.0 25.0 100.0
Total 60 100.0 100.0

Gender
Cumulative
Percent
Valid Male 43 71.7 71.7 71.7
Female 17 28.3 28.3 100.0
Total 60 100.0 100.0
Education
Cumulative
Percent
Valid SSC or below 1 1.7 1.7 1.7
HSC 9 15.0 15.0 16.7
Bachelor 37 61.7 61.7 78.3
Masters or Professional degree 13 21.7 21.7 100.0
Total 60 100.0 100.0

Profession
Cumulative
Percent
Valid Student 46 76.7 76.7 76.7
Service Holder 9 15.0 15.0 91.7
Businessman 2 3.3 3.3 95.0
Others 3 5.0 5.0 100.0
Total 60 100.0 100.0
Average Monthly Family Income
Cumulative
Percent
Valid 30000-below 16 26.7 26.7 26.7
30000-60000 22 36.7 36.7 63.3
60000-90000 9 15.0 15.0 78.3
90000-120000 8 13.3 13.3 91.7
120000-above 5 8.3 8.3 100.0
Total 60 100.0 100.0

Oneway
ANOVA
C
Between Groups 3.398 3 1.133 .898 .448
Total 74.065 59
Descriptives
C
N Mean Std. Deviation Std. Error
95% Confidence Interval for Mean
Minimum MaximumLower Bound Upper Bound
Runner 15 2.8444 1.14688 .29612 2.2093 3.4796 1.00 4.67
Yamaha 15 3.4889 1.19434 .30838 2.8275 4.1503 1.00 5.00
Walton 15 3.0222 1.20493 .31111 2.3550 3.6895 1.00 5.00
TVS 15 3.2000 .92410 .23860 2.6882 3.7118 1.67 4.67
Total 60 3.1389 1.12042 .14465 2.8495 3.4283 1.00 5.00

Oneway
Descriptives
CA
Runner 15 2.9778 .94673 .24444 2.4535 3.5021 1.00 4.67
Yamaha 15 3.6000 .89265 .23048 3.1057 4.0943 2.00 5.00
Walton 15 3.0889 1.01939 .26321 2.5244 3.6534 1.00 5.00
TVS 15 2.9111 .73966 .19098 2.5015 3.3207 2.00 4.67
Total 60 3.1444 .92337 .11921 2.9059 3.3830 1.00 5.00
ANOVA
CA
Between Groups 4.393 3 1.464 1.786 .160
Within Groups 45.911 56 .820
Total 50.304 59

Oneway
Descriptives
PI
Runner 15 2.2000 .99642 .25728 1.6482 2.7518 1.00 4.00
Yamaha 15 2.8667 1.26020 .32538 2.1688 3.5645 1.00 5.00
Walton 15 2.0000 1.05221 .27168 1.4173 2.5827 1.00 4.00
TVS 15 2.0333 1.06010 .27372 1.4463 2.6204 1.00 4.00
Total 60 2.2750 1.12531 .14528 1.9843 2.5657 1.00 5.00
ANOVA
PI
Between Groups 7.346 3 2.449 2.035 .119
Total 74.712 59

Oneway
Descriptives
B
Runner 15 2.5333 1.18723 .30654 1.8759 3.1908 1.00 4.67
Yamaha 15 3.1333 1.09689 .28322 2.5259 3.7408 1.00 5.00
Walton 15 2.4444 1.11744 .28852 1.8256 3.0633 1.00 5.00
TVS 15 2.2667 .99363 .25655 1.7164 2.8169 1.00 4.00
Total 60 2.5944 1.12176 .14482 2.3047 2.8842 1.00 5.00
ANOVA
B
Between Groups 6.361 3 2.120 1.749 .167
Total 74.243 59

Regression
Variables Entered/Removed
b
Model Variables Entered
Variables
Removed Method
1 CA, C
a
. Enter
a. All requested variables entered.
Model Summary
Std. Error of the
Estimate
1 .713
a
.509 .491 .80248

ANOVA
b
1 Regression 38.006 2 19.003 29.510 .000
a
Residual 36.706 57 .644
Total 74.712 59
Coefficients
a
Model
Unstandardized Coefficients
Standardized
Coefficients
t Sig.B Std. Error Beta
1 (Constant) -.643 .401 -1.603 .114
C .164 .103 .163 1.586 .118
CA .764 .126 .627 6.086 .000
a. Dependent Variable: PI

Regression
Variables Entered/Removed
b
Model Variables Entered
Variables
Removed Method
1 CA, C
a
. Enter
a. All requested variables entered.
Model Summary
Std. Error of the
Estimate
1 .696
a
.485 .467 .81895
ANOVA
b
1 Regression 36.014 2 18.007 26.849 .000
a
Residual 38.229 57 .671
Total 74.243 59

ANOVA
b
1 Regression 36.014 2 18.007 26.849 .000
a
Residual 38.229 57 .671
Total 74.243 59
Coefficients
a
Model
Unstandardized Coefficients
Standardized
Coefficients
t Sig.B Std. Error Beta
1 (Constant) -.274 .409 -.670 .505
C .203 .106 .203 1.924 .059
CA .710 .128 .584 5.538 .000
a. Dependent Variable: B

Partial Corr
Correlations
Control Variables C CA
Brand C Correlation 1.000 .441
Significance (1-tailed) . .000
df 0 57
CA Correlation .441 1.000
Significance (1-tailed) .000 .
df 57 0
Partial Corr
Correlations
Control Variables C CA
PI C Correlation 1.000 .201
Significance (1-tailed) . .063
df 0 57
CA Correlation .201 1.000
Significance (1-tailed) .063 .
df 57 0

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