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Extend data analysis

extend the data analysis of attached research to consider the below question, using same attached document.a) Is there any link between the willingness of a consumer to purchase a product or service and the print media? b) Does the psychological and emotional appearance of an advert matter to the customer? c) Is there any link between the willingness of a consumer to make purchases and radio advertisements? d) Can a visual advert attract consumers more than an audio advertisement? What about the effects of an audiovisual advert on either television or social media platforms?
e) Is there any link between the desire of a consumer to make purchases and the advertisements observed on the television? Questionary servuy shall be attached in the report.

Running head: INFLUENCE OF ADVERTISING ON CUSTOMER BEHAVIOR
Influence of Advertising on Customer Behavior
Name
Institutional Affiliation
1
INFLUENCE OF ADVERTISING ON CUSTOMER BEHAVIOR
2
Influence of Advertising on Customer Behavior
Chapter 4: Data Analysis
4.1 Introduction
This section deals with the results of the questionnaire. In particular, data analysis entails the
administration of questionnaires as the means of gaining a broader range of insights from the
selected sample population. The results obtained were presented methodically in attempts to
address the research hypotheses and answer the research questions. Moreover, analysis of the
quantitative data included the use of SPSS to facilitate the screening, editing, entering, coding,
and classifying, in addition to generating both the descriptive as well as inferential statistics from
the information.
4.2 Section A: Descriptive Analysis
Because the research questions captured the information in reliable way, the distribution and the
frequencies of the information collected was elaborated below.
The data gained from the questionnaires also comprised of answers for some demographic
characteristics. These characteristics were vital in analyzing the respondents of this research, and
especially those participating in filling the administered questionnaires. Table 1 as well as figure
1 below shows the age distribution of the respondents in this research.
Table 1: Age Distribution
Age
less than 25
26-35
36-45
Above 46
Frequency
10
50
30
10
INFLUENCE OF ADVERTISING ON CUSTOMER BEHAVIOR
3
Figure 1: Age Distribution
Figure 1: Age Distribution
less than 25
26-35
36-45
Above 46
With the age distribution of the respondents shown above, the main portion that was influenced
by the advertisements lied between 26 years to 35 years. Along with this significant number of
respondents, those between the ages of 36 to 45 years were also influenced by advertising. In
terms of income, the following table 2 and figure 2 below shows the income distribution among
the participants.
Table 1: Income distribution
Income ($)
0-14999
15000-24999
30000-59999
60000 or above
Frequency
10
15
50
5
INFLUENCE OF ADVERTISING ON CUSTOMER BEHAVIOR
4
Figure 1: Income Distribution
50
40
30
20
10
0
0-14999
15000-24999
30000-59999
60000 or above
From the above income distribution data, the income levels of the respondents are shown. As
such, it is clear that people that have enough income are more responsive to the advisements
when compared to those with low levels of income. In this sample, customers with income in the
range of $25,000 – $59,999 were the most responsive to advertisements. These were the persons
that mostly watched advisements and made suitable decisions while purchasing air tickets.
In terms of education, table 3 and figure 3 shown below highlights the education levels of the
participants who took part in this particular research.
Table 3: Respondents’ education
Education
MSC/MBA
BSC/other degree
Diploma/Higher diploma
Professional certificates
other
Frequency
30
40
10
15
5
INFLUENCE OF ADVERTISING ON CUSTOMER BEHAVIOR
5
Figure 3: Education
40
35
30
25
20
15
10
5
0
MSC/MBA
BSC/other
degree
Diploma/Higher
diploma
Professional
certificates
other
4.3 Section B: Inferential Analysis
In the present research, testing of the research hypotheses was done. Here, the first hypothesis
sought to determine the link between the customer’s willingness to purchase a product and the
print media.
4.3.1 Hypothesis 1
H0: There is no link between the willingness of a consumer to purchase a product and the print
media.
H1: There is a link between the willingness of a consumer to purchase a product and the print
media.
Thus, this first hypothesis sought to evaluate the association between advertisement as well as
the customer willingness to buy. As advertisement is the main source that influences the client’s
willingness to make a purchase a product, it plays an important function. As such, this link was
established in the following table.
INFLUENCE OF ADVERTISING ON CUSTOMER BEHAVIOR
6
Advertisement
Mean
Standard Error
Median
Mode
Standard Deviation
Sample Variance
Kurtosis
Skewness
Range
Minimum
Maximum
Sum
Count
3.5
0.763762616
3.5
#N/A
1.870828693
3.5
-1.2
0
5
1
6
21
6
Willingness to Purchase
Mean
Standard Error
Median
Mode
Standard Deviation
Sample Variance
Kurtosis
Skewness
Range
Minimum
Maximum
Sum
Count
16.66666667
4.772607021
15
5
11.69045194
136.6666667
-2.41374182
0.245144813
25
5
30
100
6
Confidence Level (95.0%)
1.963314307 Confidence Level (95.0%)
12.26837692
SUMMARY OUTPUT
Regression Statistics
Multiple R
0.777290927
R Square
0.604181185
Adjusted R Square
0.505226481
Standard Error
8.223080178
Observations
6
ANOVA
df
Regression
Residual
Total
1
4
5
Coefficients
Intercept
X Variable 1
SS
412.8571429
270.4761905
683.3333333
Standard Error
-0.333333333
7.655271034
4.857142857
1.965692137
Significance
MS
F
F
412.8571429 6.105633803 0.048875886
67.61904762
t Stat
P-value
Lower 95%
0.043542983 0.967355656 21.58777312
2.470958074 0.048875886 0.600493455
With the sample size of 100, the above regression results shows that the significance of the test is
0.0488, which is less than 0.05, demonstrating that the null hypothesis was rejected in favor of
INFLUENCE OF ADVERTISING ON CUSTOMER BEHAVIOR
7
the alternative hypothesis. As such, it was proven that indeed, there was a link between
advertising and customers’ willingness to purchase.
4.3.1 Testing the Relationship between Response and Explanatory Variables
The following table shows the correlation between the two variables.
Advertisement
Advertisement
Willingness to purchase
Willingness to purchase
1
0.777290927
In the above hypothesis, a correlation test was applied on the 100 sample size. As can be seen,
the results indicate that there exists a strong relationship between the two variables.
1

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