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1、CAD3125/1/2013ProfessorSorucoShiyuLouConsumerReportforGodivaI.IntroductionIconductedasurveyoncampusatUniversityofMiamiwiththepurposetotestbrandattitudeandproductusageofcollegestudentstowardachocolatebrand,calledGodiva.Inordertoenrollrandomsampleforthesurvey,Is
2、entout20ofmysurveyquestionnairestostudentswhoweresittingortakingabreakoncampusrandomly,andtheother20questionnairestostudentswhoarestudyinginthelibraryrandomly.Thesurveyquestionnaireincludesfourteenquestionsfocusingondemographicsofrespondents,brandloyaltyandpro
3、ductusageofGodiva.IconductedthesurveyoncampusonWednesdayandinthelibraryonSundayafternoon.Intotal,therearefortyparticipants,ofwhom15aremalesand25arefemales.Theagerangeisfrom18to26.Amongfortyparticipants,fouraregraduatestudentsand36areundergraduatestudents.Thesu
4、rveyistotestandanalyzebrandloyaltyandattitudestowardchocolatebrandsincludingGodiva,andproductusageofGodivaamongcollegestudents,especiallyfemales.II.ResponsesFromFigure1,wecanseethat67.5%ofparticipantsage21to23,whichcontributesthemajorityofrespondents.Peopleage
5、from18to20and24-26occupysimilarpercentage.I.AnalysisTable9:Whatisyourrace?*Brandhasagreatinfluenceonyouwhenyoupurchasechocolates.CrosstabBrandhasagreatinfluenceonyouwhenyoupurchasechocolates.TotalStronglyAgreeAgreeNeitherAgreeNorDisagreeDisagreeStronglyDisagre
6、eWhiteCount3530011%ofTotal7.5%12.5%7.5%.0%.0%27.5%BlackCount041218%ofTotal.0%10.0%2.5%5.0%2.5%20.0%HispanicsCount0820010%ofTotal.0%20.0%5.0%.0%.0%25.0%AsianCount3341011%ofTotal7.5%7.5%10.0%2.5%.0%27.5%TotalCount620103140%ofTotal15.0%50.0%25.0%7.5%2.5%100.0%Fro
7、mTable19,noneofWhitepeopledisagreewiththestatement“Brandhasagreatinfluenceonyouwhenyoupurchasechocolates.”Itindicatesthatamongelevenwhitestudents,eightconsiderbrandasimportantwhilebuyingchocolates.Theotherthreepeopledon’tdenytheimportanceofbrand.ForBlackstuden
8、ts,brandChi-SquareTestsValuedfAsymp.Sig.(2-sided)PearsonChi-Square17.961a12.117LikelihoodRatio19.76412.072Linear-by-LinearAssociation.0301.862NofValidCases40a.17cells(85.0%)haveexp
