Data Anlysis

Figure 1: Age of respondents
Figure 1 show the age of respondents in both the frequency and age
groups. The figure shows that 67.5 % of the participants in the current
research belonged to the age group of 21-23 years. The figure also
indicates that 17.5 % of the respondents belonged to the age group 24-26
years. In addition, 15.0 % of the responds belonged to the age group
18-20 years. This implies that majority of the study participants were
the youths aged 21-23 years.
Figure 2: Gender parity of study participants
Figure 2 shows the frequency and percentage of gender of respondents.
The figure shows that 22 (55 %) of the study participants were female
while 18 (45 %) of them were male. This indicates that a gender
disparity of 10 % in favor of women participants in the current study.
Figure 3: Year of study of the study participants
The study participants were categorized into three groups namely
freshman, junior, and graduate. Figure 3 shows that most of the study
participants were junior students representing 42.5 % of the total
participants. Participants in senior and sophomore categories were 30 %
and 17.5 % respectively. The participants in freshman and graduate
categories were 5 % each.
Figure 4: Race of respondents
The current study recruited participants from four different races. The
Asian Americans and the Whites formed the highest proportions with 27.5
% each. This was followed by the Hispanic and the Black African
Americans with 25.0 % and 20.0 % respectively. Figure 4 shows that the
racial disparity was reasonable given that the range value was 7.5 %
where the Asian or Asian American formed the largest group of
participants while the Black or the African Americans formed the
smallest group of participants.
Figure 5: Effect of brand on individuals’ purchasing decision
Figure 5 shows that most of the study respondents (50 %) were not
influenced by brand while making the chocolates’ purchasing decision.
The 25 % of the study respondents who neither agreed nor disagreed
suggests that they were not sure about the effect of brand on their
purchasing decision. However, some participants strongly agreed, others
disagreed, while the rest strongly disagreed representing 15 %, 7.5 %,
and 2.5 % respectively.
Figure: Brand loyalty
Figure 6 shows that 50 % of the study participants agreed that they can
easily shift to a different brand if they are bored by the brand they
consumed at the time of research. Additionally, 17.5 % strongly agreed
that they switch to a different brand. However, the participants who
neither disagreed nor agreed that they can switch to a different brand
were 25 % while those who disagreed were 7.5 %.
Figure 7: Recommendation of Godiva’s products to other people
Figure 7 shows that the highest number of participants (40 %) of the
study participants would recommend Godiva’s to other people.
additionally, the figure shows that 20 % of the participants strongly
agreed that they would recommend Godiva’s products to other people.
However, 27.5 % of the participants were undecided on whether they would
recommend the products to other people or not. 12.5 % of the participant
admitted that they would not recommend the products to other people.
Figure 8: Brand purchasing behavior
From Figure 8, majority of the study respondents (47.5 %) agreed that
they wanted to purchase Godiva after the first purchase. Additionally,
25 % of the respondents strongly agreed that they would purchase the
Godiva again. However, 22.5 % neither agreed nor disagreed while 5 %
disagreed that they would purchase Godiva again.
Figure 9: Customer satisfaction with the brand
From Figure 9, most of the study respondents agreed while 20 % strongly
agreed that they were satisfied with the purchase they made with Godiva.
However, 22.5 % of the respondents neither agreed nor disagreed while
2.5 % disagreed that they were satisfied with the purchase they made
with Godiva. In overall, 70 % of the respondents were satisfied with the
purchases they made with Godiva.
Figure 10: Chocolate consumption
Figure 10 shows that 67 % of the respondents consumed chocolate with 40
% and 27.5 % admitting that they consumed chocolate at least once a
month. However, 12.5 % and 2.5 % disagreed and strongly disagreed to the
statement that they consumed chocolate at least once a moth
respectively. Moreover, the figure shows that 17.5 % neither agreed nor
disagreed with the statement.
Figure 11: Buying Godiva for self consumption or as a gift
From figure 11, 27 % of the respondents agreed that they bought Godiva
more for themselves that they bought it for other people as a gift.
Additionally, 22.5 % of the respondents strongly agreed with the
statement. However, 17.5 % disagreed and 2.5 % strongly disagreed with
the statement that they bought Godiva for themselves that they bought it
for other people as gifts. Moreover, 30 % of the respondents neither
agreed nor disagreed with the statement. This implies that, in overall,
most of the respondents (50 %) bought Godiva for their own consumption.
Figure 12: Familiarity with Godiva’s products and services
Figure 12 shows that most of the respondents (37 %) could neither
agree nor disagree that they were familiar with Godiva’s products and
services. Additionally, 30 % of the respondents disagreed that they were
familiar with Godiva’s products and services and 7.5 % strongly
disagreed with the statement. However, 20 % agreed and 5.0 % strongly
agreed that they were familiar with Godiva’s products.
Analysis
Table 9: What is your race? * Brand has a great influence on you when
you purchase chocolates.
Crosstab
Brand has a great influence on you when you purchase chocolates. Total
Strongly Agree Agree Neither Agree Nor Disagree Disagree Strongly
Disagree
White Count 3 5 3 0 0 11
% of Total 7.5% 12.5% 7.5% .0% .0% 27.5%
Black Count 0 4 1 2 1 8
% of Total .0% 10.0% 2.5% 5.0% 2.5% 20.0%
Hispanics Count 0 8 2 0 0 10
% of Total .0% 20.0% 5.0% .0% .0% 25.0%
Asian Count 3 3 4 1 0 11
% of Total 7.5% 7.5% 10.0% 2.5% .0% 27.5%
Total Count 6 20 10 3 1 40
% of Total 15.0% 50.0% 25.0% 7.5% 2.5% 100.0%
From Table 9, none of White people disagree with the statement “Brand
has a great influence on you when you purchase chocolates.” It
indicates that among eleven white students, eight consider brand as
important while buying chocolates. The other three people don’t deny
the importance of brand. For Black students, brand had a great influence
on 4 participants who agreed with the statement. However, the brand did
not have a great influence on 3 participants with 2 disagreeing and 1
strongly disagreeing with the statement. One participant remained
neutral to the statement. For the Hispanic participants, the brand had a
great influence on none while 2 neither agreed nor disagree with the
statement. However, 8 out of 10 Hispanic participants were greatly
influenced by brand when they purchased chocolate. One out of 11 Asian
respondents disagreed with the statement while 4 of them remained
neutral. However, 3 of the Asian respondents agreed and 3 disagreed that
they were influenced by brand in their chocolate purchasing decision.
Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 17.961a 12 .117
Likelihood Ratio 19.764 12 .072
Linear-by-Linear Association .030 1 .862
N of Valid Cases 40
a. 17 cells (85.0%) have expected count less than 5. The minimum
expected count is .20.
The Pearson Chi-Square, X 2 (12, N = 40) = 17.961, p = 0.117 indicates
that there is no statistically significant association between race and
the chocolate purchasing decision among. This implies that the race does
not affect the chocolate purchasing decision.
Table 10: What is your race? * You are likely to switch to another brand
when you get bored with the same brands.
Crosstab
Brand has a great influence on you when you purchase chocolates. Total
Strongly Agree Agree Neither Agree Nor Disagree Disagree Strongly
Disagree
White Count 1 4 4 2 0 11
% of Total 2.5% 10.0% 10.0% 5.0% .0% 27.5%
Black Count 3 3 1 1 0 8
% of Total 7.5% 7.5% 2.5% 2.5% .0% 20.0%
Hispanics Count 1 9 0 0 0 10
% of Total 2.5% 22.5% 0.0% .0% .0% 25.0%
Asian Count 2 4 5 0 0 11
% of Total 5.0% 10.0% 12.5% 0.0% .0% 27.5%
Total Count 7 20 10 3 0 40
% of Total 17.5% 50.0% 25.0% 7.5% 2.5% 100.0%
From Table 1, 5 out of 11 white respondents agreed that they could
switch to another brand if they felt bored by the same brand where 4
respondents agreed and 1 respondent strongly agreed with the statement
“You are likely to switch to another brand when you get bored with the
same brands”. Two of the white respondents disagreed with the
statement while 4 of them remained neutral. For the black respondents,
3 out 8 respondents strongly agreed and 3 agreed with the statement
while 1 respondent remained neutral. For the Hispanic respondents, all
the 10 respondents agreed with the statement where one of them strongly
agreed and 9 respondents agreed. None of the Asian respondents agreed
with the statement, but 5 out of 11 respondents were neutral. Two of the
Asian respondents strongly agreed and 4 of them agreed.
Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 15.790a 9 .071
Likelihood Ratio 18.209 9 .033
Linear-by-Linear Association 1.211 1 .271
N of Valid Cases 40
The Pearson Chi-Square X 2 (9, N = 40) = 15.790, p = 0.071 indicates
that there is statistically significant association between race and
customer’s decision to switch to another brand.
Table 11: What is your race? * You will recommend Godiva’s products to
others.
Crosstab
You will recommend Godiva’s products to others. Total
Strongly Agree Agree Neither Agree Nor Disagree Disagree Strongly
Disagree
White Count 3 5 1 2 0 11
% of Total 7.5% 12.5% 2.5% 5.0% .0% 27.5%
Black Count 2 3 3 0 0 8
% of Total 5.0% 7.5% 7.5% 5.0% .0% 20.0%
Hispanics Count 1 7 2 0 0 10
% of Total 2.5% 17.5% 5.0% .0% .0% 25.0%
Asian Count 4 4 3 0 0 11
% of Total 10.0% 10.0% 7.5% .0% .0% 27.5%
Total Count 10 19 9 2 1 40
% of Total 25.0% 47.5% 22.5% 5.5% .0% 100.0%
Table 11 shows that 3 out of 11 white respondents strongly agreed and 5
of them agreed with the statement “You will recommend Godiva’s
products to others”. Two of the white respondents disagreed while 1
neither agreed nor disagreed with the statement. For the Black
respondents, none of them disagreed with the statement. Two out of ten
Black respondents strongly agreed while 3 of them agreed with the
statement. For the Hispanic respondents, none of them disagreed with the
statement, but two remained neutral. One out of eleven Hispanic
respondents strongly agreed while seven of them agreed with the
statement. None of the 11 Asian respondents disagreed with the
statement, but 3 of them were neutral. Four of the Asian respondents
strongly agreed and 4 of them agreed.
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 9.524a 9 .390
Likelihood Ratio 10.988 9 .277
Linear-by-Linear Association .098 1 .754
N of Valid Cases 40
16 cells (100.0%) have expected count less than 5. The minimum expected
count is 1.00.
The Pearson Chi-Square X 2 (9, N = 40) = 9.524, p = 0.390 indicates
that there is no significant association between race and customers’
decision to recommend Godiva’s products and services to other people.
Table 12: What is your race? * You want to purchase Godiva again after
the last time you bought Godiva.
Crosstab
You want to purchase Godiva again after the last time you bought
Godiva. Total
Strongly Agree Agree Neither Agree Nor Disagree Disagree Strongly
Disagree
White Count 2 6 5 1 0 11
% of Total 5.0% 15.0% 5.0% 2.5% .0% 27.5%
Black Count 1 7 0 0 0 8
% of Total 2.5% 17.5% 0.0% 0.0% .0% 20.0%
Hispanics Count 0 8 2 0 0 10
% of Total 2.5% 7.5% 15.0% .0% .0% 25.0%
Asian Count 4 3 4 1 0 11
% of Total 10.0% 15.0% 2.5% .0% .0% 27.5%
Total Count 8 22 9 1 0 40
% of Total 20.0% 55.0% 22.5% 2.5% .0% 100.0%
From Table 12, 2 out of 11 White respondents strongly agreed while 6
of them agreed with the statement “You want to purchase Godiva again
after the last time you bought Godiva”. Five of the White respondents
neither agreed nor disagreed while one of them disagreed with the
statement. All the 8 Black respondents agreed with the statement where 1
of them strongly agreed and 7 agreed with the statement. For the
Hispanic respondents, none of them disagreed with the statement, but 2
out of 10 respondents remained neutral. Eight of the Hispanic
respondents agreed that wanted to purchase Godiva again after the last
purchase. For the Asian respondents, only 1 out of 11 disagreed while 9
were neutral to the statement. Four of them strongly agreed while 3
agreed.
Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 10.113a 9 .341
Likelihood Ratio 10.219 9 .333
Linear-by-Linear Association .565 1 .452
N of Valid Cases 40
a. 14 cells (87.5%) have expected count less than 5. The minimum
expected count is .40.
The Pearson Chi-Square X 2 (9, N = 40) = 10.113, p = 0.341 indicates
that there is no significant association between race and customers
decision to purchase Godiva again after the last purchase. This suggests
that the decision to make a subsequent decision to purchase Godiva does
vary with individuals’ race.
Table 13: What is your race? * Overall, you are satisfied with the
purchase you made with Godiva.
Crosstab
Overall, you are satisfied with the purchase you made with Godiva.
Total
Strongly Agree Agree Neither Agree Nor Disagree Disagree Strongly
Disagree
White Count 2 6 2 1 0 11
% of Total 5.0% 15.0% 5.0% 5.0% .0% 27.5%
Black Count 1 7 0 0 0 8
% of Total 2.5% 17.5% .0% .0% .0% 20.0%
Hispanics Count 1 3 6 0 0 10
% of Total 2.5% 7.5% 15.0% .0% .0% 25.0%
Asian Count 4 6 1 0 0 11
% of Total 10.0% 15.0% 2.5% .0% .0% 27.5%
Total Count 8 22 9 1 1 40
% of Total 15.0% 55.0% 22.5% 2.5% .0% 100.0%
Table 13 shows that 2 out of 11 White respondents strongly agreed and 6
of them agreed with the statement that “Overall, you are satisfied
with the purchase you made with Godiva”. Two of them neither agreed
nor disagreed with the statement while 1 of respondent disagreed. All
the Black respondents agreed with the statement where 1 out of 8
respondents strongly agreed and 7 of them agreed. Additionally, the
figures shows that 1 out of 10 Hispanic respondents strongly agreed and
3 of them agreed with the statement while 6 of them neither agreed nor
disagreed with the statement. For the Asian respondents, 4 out of 11
respondents strongly agreed 6 agreed while 9 of them neither agreed nor
disagreed with the statement.
Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 16.546a 9 .056
Likelihood Ratio 16.427 9 .058
Linear-by-Linear Association .728 1 .394
N of Valid Cases 40
13 cells (81.3%) have expected count less than 5. The minimum expected
count is .20.
The Pearson Chi-Square X 2 (9, N = 40) = 16.546, p = 0.056 indicates
that there is no significant association between race and customer’s
satisfaction with the purchases they make at Godiva. This implies that
the customer satisfaction efforts based on race cannot guarantee success
to Godiva.
Table 14: What is your race? * You consume chocolates once a month or
more than once.
Crosstab
You buy Godiva for yourself more than buying as gifts for others. Total
Strongly Agree Agree Neither Agree Nor Disagree Disagree Strongly
Disagree
White Count 2 4 1 4 0 11
% of Total 5.0% 10.0% 2.5% 10.0% .0% 27.5%
Black Count 2 2 3 0 1 8
% of Total 5.0% 5.0% 7.5% .0% 2.5% 20.0%
Hispanics Count 3 3 3 1 0 10
% of Total 7.5% 7.5% 7.5% 2.5% .0% 25.0%
Asian Count 4 3 0 0 0 11
% of Total 10.0% 17.5% .0% .0% .0% 27.5%
Total Count 11 16 7 5 1 40
% of Total 27.5% 40.0% 17.5% 12.5% 2.5% 100.0%
Table 14 shows that 2 out of 11 White respondents strongly agreed
while 4 of them agreed with the statement “You consume chocolates once
a month or more than once”. Four of the white respondents disagreed
while 1 of them neither agreed nor disagreed with the statement. For the
Black respondents, 2 out of 8 respondents strongly agreed 2 of them
agreed while 3 of the respondents remained neutral to the statement.
Only 1 out of 8 Black respondents strongly disagreed with the statement.
For the Hispanic respondents, 3 out of 10 respondents strongly agreed, 3
agreed, and 3 neither agreed nor disagreed with the statement. Only of
the Hispanic respondents disagreed with the statement. For the Asian
respondents, 4 out of 11 strongly agreed while 3 of them agreed with the
statement.
Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 19.502a 12 .077
Likelihood Ratio 20.665 12 .056
Linear-by-Linear Association 5.047 1 .025
N of Valid Cases 40
20 cells (100.0%) have expected count less than 5. The minimum expected
count is .20.
The Pearson Chi-Square X 2 (12, N = 40) = 19.502, p = 0.77, indicates
that there is no significant association between race and customer’s
decision to consume chocolate once a month or more than once. This
suggests that individuals’ race does not determine the frequency of
consuming chocolate.
Table 15: What is your race? * You buy Godiva for yourself more than
buying as gifts for others.
Crosstab
You buy Godiva for yourself more than buying as gifts for others. Total
Strongly Agree Agree Neither Agree Nor Disagree Disagree Strongly
Disagree
White Count 2 4 4 1 0 11
% of Total 5.0% 10.0% 10.0% 2.5% .0% 27.5%
Black Count 3 0 2 2 1 8
% of Total 7.5% .0% 5.0% 5.0% 2.5% 20.0%
Hispanics Count 1 3 3 3 0 10
% of Total 2.5% 7.5% 7.5% 7.5% .0% 25.0%
Asian Count 3 4 3 1 0 11
% of Total 7.5% 10.0% 70.5% 2.5% .0% 27.5%
Total Count 9 11 12 7 1 40
% of Total 22.5% 27.5% 30.0% 17.5% 2.5% 100.0%
From Table 15, 2 out of 11 White respondents strongly agreed, 4
agreed, and 4 of them neither agreed nor disagreed with the statement
“You buy Godiva for yourself more than buying as gifts for others”.
Only one of the White respondents disagreed with the statement. Three
out of 8 Black respondents strongly agreed with the statement while 2 of
them remained neutral. Two Black respondents disagreed while 1 of them
strongly disagreed. For the Hispanic respondents, 1 out of 10 strongly
agreed, 3 agreed, and 3 were neutral to the question. Three of the
Hispanic respondents disagreed with the statement. For the Asian
respondents, 3 out of 11 strongly agreed, 4 agreed, and 3 of them were
neutral to the question. Only 1 of the Hispanic respondents disagreed
with the question.
Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 10.830a 12 .544
Likelihood Ratio 12.235 12 .427
Linear-by-Linear Association .094 1 .759
N of Valid Cases 40
20 cells (100.0%) have expected count less than 5. The minimum expected
count is .20.
The Pearson Chi-Square X 2 (12, N = 40) = 10.830, p = 0.544 indicates
that there is no significant association between race and the
customers’ decision to buy Godiva either foe themselves of the other
people as gifts.
Table 16: What is your race? * You are familiar with Godiva’s products
and services.
Crosstab
You are familiar with Godiva’s products and services. Total
Strongly Agree Agree Neither Agree Nor Disagree Disagree Strongly
Disagree
White Count 0 3 3 5 0 11
% of Total .0% 7.5% 7.5% 12.5% .0% 27.5%
Black Count 1 0 3 4 0 8
% of Total 2.5% .0% 7.5% 10.0% .0% 20.0%
Hispanics Count 0 2 3 2 3 10
% of Total .0% 5.0% 7.5% 5.0% 7.5% 25.0%
Asian Count 1 3 6 1 0 11
% of Total 2.5% 7.5% 15.0% 2.5% .0% 27.5%
Total Count 2 8 15 12 3 40
% of Total 5.0% 20.0% 37.5% 30.0% 7.5% 100.0%
From Table 16, 3 out of 11 White respondents agreed while 3 of them
neither agreed nor disagreed with the statement “You are familiar with
Godiva’s products and services”. Five of the White respondents
disagreed with the statement. For the Black respondents, only one
respondent strongly agreed while 3 out of 8 respondents neither agreed
nor disagreed with the statement. Four of the Black respondents
disagreed with the statement. For the Hispanic respondents, 2 out of 10
respondents agreed while 3 of them neither agreed nor disagreed with the
statement. Two of the Hispanic respondents disagreed and 3 strongly
disagreed with the statement. For the Asian respondents, 1 strongly
agreed, 3 agreed, and 6 out of 11 respondents neither agreed nor
disagreed with the statement. Only one of the Asian respondents
disagreed with the statement.
Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 18.688a 12 .096
Likelihood Ratio 20.547 12 .057
Linear-by-Linear Association .945 1 .331
N of Valid Cases 40
a. 20 cells (85.0%) have expected count less than 5. The minimum
expected count is .40.
The Pearson Chi-Square X 2 (12, N = 40) = 18.688, p = 0.096 indicates
that there is no significant association between race and individuals’
familiarity with Godiva’s products and services.
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