CORRELATIONS /VARIABLES=BRAND PRICE FLAVOR ADVERTISEMENT TASTE PROMOTION OTHERS PACKAGING /PRINT=TWOTAIL NOSIG /STATISTICS DESCRIPTIVES /MISSING=PAIRWISE.

Correlations
Notes Output Created Comments Input Active Dataset Filter Weight Split File N of Rows in Working Data File Missing Value Handling Definition of Missing DataSet0 <none> <none> <none> 200 User-defined missing values are treated as missing. Cases Used Statistics for each pair of variables are based on all the cases with valid data for that pair. Syntax CORRELATIONS /VARIABLES=BRAND PRICE FLAVOR ADVERTISEMENT TASTE PROMOTION OTHERS PACKAGING /PRINT=TWOTAIL NOSIG /STATISTICS DESCRIPTIVES /MISSING=PAIRWISE. 04-Sep-2011 22:22:27

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[DataSet0]

Descriptive Statistics Mean BRAND PRICE FLAVOR 4.20 2.79 3.22 Std. Deviation 1.220 1.420 1.471 N 200 200 200

ADVERTISEMENT TASTE PROMOTION OTHERS PACKAGING

3.38 4.70 2.50 2.17 2.62

1.539 .702 1.414 1.212 1.395

200 200 200 200 200

Correlations BRAND BRAND Pearson Correlation Sig. (2-tailed) N PRICE Pearson Correlation Sig. (2-tailed) N FLAVOR Pearson Correlation Sig. (2-tailed) N ADVERTISEMENT Pearson Correlation Sig. (2-tailed) N TASTE Pearson Correlation Sig. (2-tailed) N PROMOTION Pearson Correlation Sig. (2-tailed) N OTHERS Pearson Correlation Sig. (2-tailed) N PACKAGING Pearson Correlation Sig. (2-tailed) N **. Correlation is significant at the 0.01 level (2-tailed). *. Correlation is significant at the 0.05 level (2-tailed). 200 -.869
**

PRICE 1 -.869
**

FLAVOR .799
**

ADVERTISEMENT .816
**

TASTE .845
**

PROMOTION -.670
**

OTHERS -.411
**

PACKAGING -.144
*

.000 200 1

.000 200 -.926

**

.000 200 -.929

**

.000 200 -.628

**

.000 200 .568

**

.000 200 .325

**

.042 200 .147

*

.000 200 .799

**

.000 200 -.926

**

.000 200 .913

**

.000 200 .571

**

.000 200 -.420

**

.000 200 -.365

**

.037 200 -.135 .056 200 -.148

*

200 1

.000 200 .816

**

.000 200 -.929

**

.000 200 .913

**

.000 200 .581

**

.000 200 -.490

**

.000 200 -.380

**

200 1

.000 200 .845

**

.000 200 -.628

**

.000 200 .571

**

.000 200 .581

**

.000 200 -.567

**

.000 200 -.424

**

.037 200 -.230

**

200 1

.000 200 -.670

**

.000 200 .568

**

.000 200 -.420

**

.000 200 -.490

**

.000 200 -.567

**

.000 200 .179

*

.001 200 -.076 .282 200 .128 .072

200 1

.000 200 -.411

**

.000 200 .325

**

.000 200 -.365

**

.000 200 -.380

**

.000 200 -.424

**

.011 200 .179

*

200 1

.000 200 -.144

*

.000 200 .147

*

.000 200 -.135 .056 200

.000 200 -.148

*

.000 200 -.230

**

.011 200 -.076 .282 200 200 .128 .072 200

200 1

.042 200

.037 200

.037 200

.001 200

200

Correlation Analysis As per Karl Pearson correlation analysis among the variable, taking two at a time the following interpretation can be drawn out: Brand Price (Correlation Coefficient : - 0.869) It is being observed that there is negative correlation between brand and price, so it is interpreted as the consumers that buy a fruit drink by being brand conscious has no effect of price on their purchase decisions whether a consumer who is more prone to buy a fruit drink on the basis of lower price range do not have any brand loyalty. Brand Flavour (Correlation Coefficient : 0.799) It is being observed that a high degree of positive correlation exist between brand and flavour, thereby it is interpreted as the fruit drinks brands which establishes their brands in the consumers mind, their flavour are considered to be better than other brands. Brand Advertisement (Correlation Coefficient : 0.816) For building a strong brand image the company needs to focus on the advertisement of its products which is clearly illustrated by the high value of correlation coefficient between brand and advertisement, thereby influence the purchase decision of the consumer in a positive way. Brand Taste (Correlation Coefficient : 0.845) By interpreting the high coefficient of correlation between brand and taste it is stated that consumer perception about the taste of the fruit drinks is highly related with the brand image of that particular brand which thereby influence the purchase decision of the consumers. Brand Promotion (Correlation Coefficient : - 0.670) It is being observed that a negative correlation exists between brand and promotional offers given by the company, therefore it is interpreted that in order to build up a brand image the promotional offers would not play any role as per the perception of the customers. Price Flavour (Correlation Coefficient : - 0.926) It is observed that price and flavour are highly negatively correlated as it can be interpreted that the consumers who buy a particular fruit drink due to its flavour would not considered price of that product at all, thereby it do not affect his purchasing decisions. Price Advertisement (Correlation Coefficient : - 0.929) It is being observed that price and advertisement are negatively correlated to a greater extent which can be interpreted that advertisement of a particular fruit drink is not at all related to its price. Price Taste (Correlation Coefficient : - 0.628) It is evident from the negative correlation between price and taste of the fruit drinks that they are not related to each other in any aspect. Price Promotion (Correlation Coefficient : 0.568) In order to influence the consumers decision towards buying a fruit drinks to consumers who are price conscious the company could provide them with the promotional offers that will give value to money for the consumers as both of them are positively correlated. Flavour Advertisement (Correlation Coefficient : 0.913) It is evident that there exist a high degree of positive correlation between flavour and advertisement, so it can be interpreted that the company can highlight about the flavour offered by them in their product portfolio of fruit drinks. As in case of Del Monte fruit drinks, they use to highlight about the six different flavours (viz. Four Seasons, Mango Splash, Pineapple Orange, Pineapple, Green Apple and Orange) offered by the company in their advertisements. Flavour Taste (Correlation Coefficient : 0.571) It is perceived by the consumers that the different flavour of the fruit drinks have their own taste which is determined by the positive correlation between flavour and taste. Advertisement Taste (Correlation Coefficient : 0.581) It is evident that there exist positive correlation between taste and advertisement, so it can be interpreted that the company can highlight about the taste of the fruit drinks through advertisements. As in case of Del Monte fruit drinks, they use to emphasize upon the taste by using the tagline Taste like never before in their advertisements. Taste Promotion (Correlation Coefficient : - 0.567) It is observed that taste and promotions are negatively correlated which can be interpreted as the consumers who considers taste of the fruit drinks for their purchasing decisions would not consider promotional activity provided by some other company.