DATA ANALYSIS AND INTERPRETATION

Once the data has been collected it has to be processed and analyzed. Processing implies editing,
coding, classification and tabulation of collected data so that they can be analyzed. Analysis refers to the
computation of certain measures along with searching for patterns of relationship that exists among data
groups.

Age of consumer
CATEGORY

KOCHI
NUMBER OF
PERCENTAGE
RESPONDENTS
9
9%
46
46%
41
41%
5
5%
100
100%

8
8-12
12-16
16-20
TOTAL

DUBAI
NUMBER OF
PERCENTAGE
RESPONDENTS
10%
4
48%
20
38%
16
5%
2
42
100%

Dubai

kochi

20

50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%

16

to

16
12

to

12
8

t0

>
8

50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%

<8

8 to 12 12 to16

16-20

Inference:
Majority of the respondents from kochi, about 46%from the age group of 812,41% from the age group of 12-16,12% from less than 8 age group and the
remaining 2% are from the age group of 16-20
Majority of the respondents from dubai, about 48%from the age group of 812,38% from the age group of 12-16and 10% from less than 8 category andthe
remaining 5% are from the age group of <8

Gender
CATEGORY

KOCHI
NUMBER OF
PERCENTAGE
RESPONDENTS

MALE
FEMALE
TOTAL

57
43

57%
43%

100

100%

DUBAI
NUMBER OF
PERCENTAGE
RESPONDENTS
23
55%
19
45%
42
100%T

Dubai

kochi
60%

60%

50%

50%

40%

40%

30%

30%

20%

20%

10%

10%

0%

male

female

0%

male

Female

INTERPRETATION
kochi
in kochi,Out of 100 consumers the male constituted 53 of the sample and the
female consumers were 43% of the total sample size.the dubai respondents ratio is
more or less same

Family income
KOCHI(monthly in rs)
CATEGORY CONSUMERS %
<10000
12
12%
10-20000
45
45%
20-30000
34
34%
>30000
10
10%
TOTAL
100
100%

Dubai

DUBAI(monthly in aed)
CATEGORY
CONSUMERS
%
<6000
1
2%
6-10000
3
7%
10-14000
21
50%
>14000
17
40%
TOTAL
42
100%

kochi

>140000

>30000

10000-140000

20000-30000

6000-10000

10000 to 20000%

>6000

<10000

0% 10% 20% 30% 40% 50%

0% 10% 20% 30% 40% 50%

Kochi:
Majority of the respondents,about 45% monthly income is 10-20000.and 34%
respondents have 20-30000 monthly income ,remaining 12 and 10% consumers
have family income of >10000 and >30000 respectively
Dubai: Majority of the respondents,about 50% monthly income is 10-14000.and
40% respondents have >14000 monthly income ,remaining 2 and 7% consumers
have family income of >6000 and 6-10000 respectively

1) How long do you use a particular bag?

CATEGORY

KOCHI
NUMBER OF
PERCENTAGE
RESPONDENTS

LESS THAN
I YEAR
15

DUBAI
NUMBER OF
PERCENTAGE
RESPONDENTS

15%

21%

1-2 YEARS
MORETHAN
2YEARS

47

47%

24

57%

39

39%

21%

TOTAL

100

100%

42

100%

Dubai

kochi
60%

60%

50%

50%

40%

40%

30%

30%

20%

20%

10%
0%
-10%

10%
< 1year

1 year

> 1 year

0%

<1 year

1 year

>1 year

Interpretation
It can be seen that the consumers purchasing pattern differs widely. 47% of the consumers of kochi are
using scoobee day bag for 1-2 year while 39% use more than two year , 15% less than once in a year.
In dubai 57% of the consumers are using scoobee day bag for 1-2 year while 21% use more than two year
, 21% less than once in a year

Do you have any colour preference for bag? if yes which

colour?
CATEGORY
BLACK
RED
BLUE
BROWN
OTHERS

KOCHI
NUMBER OF
PERCENTAGE
RESPONDENTS
30
30%
32
32%
10
10%
16
16%
12
12%

kochi

Dubai

35%

35%

30%

30%

25%

25%

20%

20%

15%

15%

10%

10%

5%

5%

0%

black

red

brown

DUBAI
NUMBER OF
PERCENTAGE
RESPONDENTS
13
31%
4
9%
18
46%
6
14%
1
2%

blue others

0%

black

red

brown blue others

Inference:
Most of the consumer from ,30% prefer black colour,27% red colour.29% and 10% of
respondent prefer blue and brown respectively.whereas in dubai the most preferred colour is
blue.then 31% prefer black 14% prefer brown

What size of the bag do you prefer?

CATEGORY
SMALL
MEDIUM
LARGE
TOTAL

KOCHI
NUMBER OF
PERCENTAGE
RESPONDENTS
15
15%
72
72%
11
11%
100
100%

dubai

kochi
80%

70%

70%

60%

60%

50%

50%

40%

40%

30%

30%
20%

20%

10%

10%

0%

DUBAI
NUMBER OF
PERCENTAGE
RESPONDENTS
7
17%
26
62%
9
21%
42
100%

small

medium

large

0%

small

medium

large

Inference:
In the opinion of respondents from kochi 72% of them prefer medium size bag ,15% and 11% of
them prefer Small and large respetively
In the opinion of respondents from Dubai 62% of them prefer medium size bag ,17% and 21% of
them prefer Small and large respetively

Rank the bags according to your preference

Dubai
FRIEDMAN RANK TEST

Dubai
BAGS

Mean Rank

COLUMBIA

1.83

JANSPORT

1.81

NORTH.FACE

3.42

SCOOBEE

3.27

OTHERS

4.67

INDIA

Mean Rank
scoobee

1.45

candyman

2.81

diesel

2.46

lunar

3.59

otheers

4.69

its found that people from dubai perceive that jansport is the most popular brand
.Scoobee day is in third position, its found that people from kochi perceive that
scoobee day bag is the most popular brand .candyman and diesel are the other
popular brands after scoobee day bag

5)importance of attributes in using a school bag

dubai
Attributes
Quality
attractiveness
durability
Comfort
suitability
Brand
name /logo

Unimportant
(1)

Little
Slightly
Important Very
mean
important(2) important(3) (4)
important(5)

0
0
0
0
0

0
2
2
3
5

9
7
14
3
12

16
17
18
27
21

17
16
8
9
4

4.190476
4.119048
3.761905
4
3.571429

10

15

3.309524

according to the likert scale rating about the importance of attribute in using
aschool bag it is found that quality is the most important attribute is quality .the
second most important attribute is attractiveness,then confort,durability and
suitability in order .The least important factor is brand logo

kochi
Attributes
Quality
attractiveness
durability
Comfort
suitability
Brand
name /logo

Unimportant

Little
important

Slightly
important

Import
ant

Very
important

mean

18

38

37

406

18

42

32

3.97

26

41

28

3.93

26

50

21

3.98

36

46

15

3.8

10

34

33

17

3.46

according to the likert scale rating about the importance of attribute in using
aschool bag it is found that quality is the most important attribute is quality .the
second most important attribute is attractiveness,then confort,durability and
suitability in order .The least important factor is brand logo

6) Rate the scoobee day bags according to the specification

Dubai

specification

excellent
5

Quality of the bag

material used
advertisement used
durability
Space available
attractiveness
suitability

very
good 4

Mean

good

average poor

10

19

11

3.071429

12

20

3.190476

11

14

13

2.142857

11

19

3.047619

23

3.071429

16

12

2.904762

12

13

11

3.02381

According to this likert scale rating about the attributes of scoobee day
bag,repondents perceive as scoobee day bag is best for thier quality,the second best
specification is material used,space available got next best rating,then durability
,suitability,attractiveness and the least is for the advertisement used for scoobee
day bag. According to the survey rating:consumer respond to the different
specifications as below
58% respondents have the opinion that quality of scoobee day bag is excellent
37% respondents have the opinion that material used in scoobee day bag is
excellent
35% respondents have the opinion that advt used for scoobee day bag is good
34 % respondents have the opinion that durability of scoobee day bag is excellent
33% respondents have the opinion that space available in scoobee day bag is
excellent
30% respondents have the opinion that attractiveness by scoobee day bag is very
good

Kochi
specification

excellent

very

good

average poor

Mean

5
Quality of the bag
material used
advertisement used
durability
Space available
attractiveness
suitability

good 4
58

23

16

4.35

37

32

26

21

30

35

3.56

34

32

28

3.94

27

32

33

3.8

28

30

29

14

3.75

22

27

38

14

3.6

According to this likert scale rating about the attributes of scoobee day
bag,repondents perceive as scoobee day bag is best for thier quality,the second best
specification is material used,space available got next best rating,then
durability , ,attractiveness ,suitability and the least is for the advertisement used for
scoobee day bag. According to the survey rating:consumer respond to the different
specifications as below
58% respondents have the opinion that quality of scoobee day bag is excellent
37% respondents have the opinion that material used in scoobee day bag is
excellent
35% respondents have the opinion that advt used for scoobee day bag is good
34 % respondents have the opinion that durability of scoobee day bag is excellent
33% respondents have the opinion that space available in scoobee day bag is
excellent
30% respondents have the opinion that attractiveness by scoobee day bag is very
good

7) Are you satisfied with your schoobee day bag?

Dubai

kochi

at
is
fe
d
di
ss

sa
tis
fe
d

el
y

ly

ex
tre
m

ex
tre
m

ne
ith
er
no
r

di
sa
sa
tif
ed
ly
ex
tre
m

sa
tis
fe
d

50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%

45%
40%
35%
30%
25%
20%
15%
10%
5%
0%

CATEGORY

KOCHI
NUMBER OF
PERCENTAGE
RESPONDENTS

HIGHLY
DISSATISFIED
DISSATISFIED

8%

6%

24

24%

13

31

45

45%

19

45

24

24%

7
42

17
100

NIETHER
DISS OR SATI
SATISFIED
HIGHLY
SATISFIED
TOTAL

100

100%

DUBAI
NUMBER OF
PERCENTAGE
RESPONDENTS

Inference :in kochi,and dubai 45% of the consumers are satisfied with the scoobee day bags

Do you think that the price of Scoobee day bag is more

compared with other bags?

KOCHI
NUMBER OF
PERCENTAGE
RESPONDENTS
47
47%

MORE
THAN
SAME
LESS THAN
OTHERS
TOTAL

40
13

40%
13%

100

7
33
42

100%

100%

Dubai

kochi
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%

more than
other bag
same

th
an
le
ss

or
e

th
an

ot
he
rs

less than
other bag

50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%

17%
79%

ot
he
rs

CATEGORY

DUBAI
NUMBER OF
PERCENTAGE
RESPONDENTS
2
5%

Inference:in kochi,the most of the respondent ,47% believe that the price of the scoobee day
bag is higher than other bags. 40% has opinion that its same as others and remaining things its
less when compared to others
whereas in dubaii,the most of the respondent ,79% believe that the price of the scoobee day bag
is lesserr than other bags. 17% has opinion that its same as others and remaining thinks its higher

How did you come to know the name Scoobee day bag?
KOCHI

DUBAI

CATEGORY
FRIENDS
ADVT
RELATIVES
OTHERS
TOTAL

NUMBER OF
RESPONDENTS
39
39
17
6
100

PERCENTAGE
39
39
17
6
100%

Dubai

kochi
40%

25%
20%
15%
10%
5%
1

re
la
tiv
es

30%

fri
en
ds

50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%

35%

0%

NUMBER OF
RESPONDENTS
9
4
20
9
42

PERCENTAGE
21%
10
48
21
100%

10) How much long are you using Scoobee day bag?
KOCHI
NUMBER OF
PERCENTAGE
RESPONDENTS

CATEGORY
BELOW

32

32

YEARS
1-3 YEARS

51

51

3-5 YEARS

16

16

MORE THAN

100

DUBAI
NUMBER OF
PERCENTAGE
RESPONDENTS
25
60%

14
1
2

33%
2%
5%

100%

42

100%

5YEARS

TOTAL

Dubai

kochi

60%

60%

50%

50%

40%

40%

30%

30%

20%

20%

10%

10%

0%

>1 year 1-3 year 3-5 year >5 year

0%

Inference:most of the respondent from kochi have experiance with 1-3 year,but the
most of dubai consumers have below one year experiance with it

11) Price range of bag you are using?

KOCHI (in rs)
CATEGORY CONSUMERS %
<250
8
8
250-500
50
50
500-750
29
29
>750
13
13
TOTAL
100
100%

CATEGORY
50-100
100-150
150-200
>200
TOTAL

Dubai

kochi

>
20
0

<250 250-500 500-750 >750

50
-1
00
10
015
0
15
020
0

50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
<
50

50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%

DUBAI(in aed)
CONSUMERS
2
8
19
13
42

%
4
45
31
19
100%

12) If the preferred brand is not available in the shop

CATEGORY
Go to other
shop
Chose another
brand
Postpone
purchase
decision
TOTAL

KOCHI
NUMBER OF
PERCENTAGE
RESPONDENTS
54
54%
36

36%

24

57

11

11%

32

100

100%

42

100%

Dubai

kochi
Go to other
shop and
buy
preferred
brand

50
40

Postpone
the
purchasing
decision

30
20

Choose
another
brand

60%
50%
40%
30%
20%
10%
0%
sh
op

60

go

to

ot
he
r

10
0

DUBAI
NUMBER OF
PERCENTAGE
RESPONDENTS
5
12

Inference:kochin consumers are more loyal than dubai consumers

to the scoobee day bag