frequencies

frequency table

name of brand

valid cumulative
frequency percent percent percent
valid mama 217 68.9 68.9 68.9
wai-wai 61 19.4 19.4 88.3
yum yum 15 4.8 4.8 93.0
4-me 2 .6 .6 93.7
gung ging 12 3.8 3.8 97.5
other brands 8 2.5 2.5 100.0
total 315 100.0 100.0

purchasing frequency

valid cumulative
frequency percent percent percent
valid 1time per month 117 37.1 37.3 37.3
2 times per
78 24.8 24.8 62.1
month
3 times per
41 13.0 13.1 75.2
month
more than 3
78 24.8 24.8 100.0
times
total 314 99.7 100.0
missing 9 1 .3
total 315 100.0

factors that influence you to purchase instant noodles

valid cumulative
frequency percent percent percent
valid brand 66 21.0 21.0 21.0
price 49 15.6 15.6 36.5
advertisement 15 4.8 4.8 41.3
sales promotion 3 1.0 1.0 42.2
package 11 3.5 3.5 45.7
quality 107 34.0 34.0 79.7
design 2 .6 .6 80.3
premium 14 4.4 4.4 84.8
other factors 48 15.2 15.2 100.0
total 315 100.0 100.0

purchasing location
 valid cumulative
frequency percent percent percent
valid department
15 4.8 9.4 9.4
store
supermarket 66 21.0 41.3 50.6
convenient shop 40 12.7 25.0 75.6
hypermarket 28 8.9 17.5 93.1
other places 11 3.5 6.9 100.0
total 160 50.8 100.0
missing 6 38 12.1
7 71 22.5
8 29 9.2
9 17 5.4
total 155 49.2
total 315 100.0

media preference

valid cumulative
frequency percent percent percent
valid television 76 24.1 24.1 24.1
magazine 62 19.7 19.7 43.8
radio 81 25.7 25.7 69.5
internet 66 21.0 21.0 90.5
advertisment
20 6.3 6.3 96.8
board
words of mouth 6 1.9 1.9 98.7
other media 4 1.3 1.3 100.0
total 315 100.0 100.0

number of units purchased each time

valid cumulative
frequency percent percent percent
valid 1 unit 197 62.5 62.5 62.5
2 units 16 5.1 5.1 67.6
3 units 3 1.0 1.0 68.6
4 units 9 2.9 2.9 71.4
5 units 17 5.4 5.4 76.8
6 units 1 .3 .3 77.1
1 dozen 45 14.3 14.3 91.4
2 dozen 27 8.6 8.6 100.0
total 315 100.0 100.0

level of satisfaction

valid cumulative
frequency percent percent percent
valid very dissatisfied 4 1.3 1.3 1.3
dissatisfied 5 1.6 1.6 2.9
neutral 46 14.6 14.6 17.5
satisfied 142 45.1 45.1 62.5
very satisfied 118 37.5 37.5 100.0
total 315 100.0 100.0

type of sales promotion

valid cumulative
frequency percent percent percent
valid discount 45 14.3 14.3 14.3
sweeptake 75 23.8 23.8 38.1
coupon 3 1.0 1.0 39.0
buy 1 get 1 109 34.6 34.6 73.7
premium 32 10.2 10.2 83.8
other sale
51 16.2 16.2 100.0
promotion
total 315 100.0 100.0

history of purchasing mama

valid cumulative
frequency percent percent percent
valid yes 315 100.0 100.0 100.0

the taste of mama is good

valid cumulative
frequency percent percent percent
valid strongly
3 1.0 1.0 1.0
disagree
disagree 38 12.1 12.1 13.0
neutral 122 38.7 38.7 51.7
agree 109 34.6 34.6 86.3
strongly agree 43 13.7 13.7 100.0
total 315 100.0 100.0

short preparation time

valid cumulative
frequency percent percent percent
valid strongly
5 1.6 1.6 1.6
disagree
disagree 43 13.7 13.7 15.2
neutral 135 42.9 42.9 58.1
agree 98 31.1 31.1 89.2
strongly agree 34 10.8 10.8 100.0
 total 315 100.0 100.0

variety of tastes

valid cumulative
frequency percent percent percent
valid strongly
4 1.3 1.3 1.3
disagree
disagree 24 7.6 7.6 8.9
neutral 106 33.7 33.7 42.5
agree 144 45.7 45.7 88.3
strongly agree 37 11.7 11.7 100.0
total 315 100.0 100.0

seasoning is good

valid cumulative
frequency percent percent percent
valid strongly
9 2.9 2.9 2.9
disagree
disagree 50 15.9 15.9 18.7
neutral 114 36.2 36.2 54.9
agree 104 33.0 33.0 87.9
strongly agree 38 12.1 12.1 100.0
total 315 100.0 100.0

the quality of noodle is good

valid cumulative
frequency percent percent percent
valid disagree 38 12.1 12.1 12.1
neutral 121 38.4 38.4 50.5
agree 107 34.0 34.0 84.4
strongly
49 15.6 15.6 100.0
agree
total 315 100.0 100.0

the packaging is good

valid cumulative
frequency percent percent percent
valid strongly
3 1.0 1.0 1.0
disagree
disagree 49 15.6 15.6 16.5
neutral 121 38.4 38.4 54.9
agree 107 34.0 34.0 88.9
strongly agree 35 11.1 11.1 100.0
total 315 100.0 100.0
 quantity of noodles in a package is alot

valid cumulative
frequency percent percent percent
valid strongly
8 2.5 2.5 2.5
disagree
disagree 38 12.1 12.1 14.6
neutral 120 38.1 38.1 52.7
agree 106 33.7 33.7 86.3
strongly agree 43 13.7 13.7 100.0
total 315 100.0 100.0

the price influences the buying decision

valid cumulative
frequency percent percent percent
valid strongly
2 .6 .6 .6
disagree
disagree 40 12.7 12.7 13.3
neutral 116 36.8 36.8 50.2
agree 108 34.3 34.3 84.4
strongly agree 49 15.6 15.6 100.0
total 315 100.0 100.0

the price of mama is cheaper than other brands

valid cumulative
frequency percent percent percent
valid strongly
3 1.0 1.0 1.0
disagree
disagree 52 16.5 16.5 17.5
neutral 133 42.2 42.2 59.7
agree 84 26.7 26.7 86.3
strongly agree 43 13.7 13.7 100.0
total 315 100.0 100.0

the price of mama is suitable to its quality

valid cumulative
frequency percent percent percent
valid strongly
3 1.0 1.0 1.0
disagree
disagree 29 9.2 9.2 10.2
neutral 145 46.0 46.0 56.2
agree 94 29.8 29.8 86.0
strongly agree 44 14.0 14.0 100.0
total 315 100.0 100.0
 the price of mama is suitable to its quantity

valid cumulative
frequency percent percent percent
valid strongly
6 1.9 1.9 1.9
disagree
disagree 39 12.4 12.4 14.3
neutral 122 38.7 38.7 53.0
agree 91 28.9 28.9 81.9
strongly agree 57 18.1 18.1 100.0
total 315 100.0 100.0

the price of mama should be discounted

valid cumulative
frequency percent percent percent
valid strongly
6 1.9 1.9 1.9
disagree
disagree 42 13.3 13.3 15.2
neutral 117 37.1 37.1 52.4
agree 106 33.7 33.7 86.0
strongly agree 44 14.0 14.0 100.0
total 315 100.0 100.0

price has an affect on mama's image

valid cumulative
frequency percent percent percent
valid strongly
7 2.2 2.2 2.2
disagree
disagree 62 19.7 19.7 21.9
neutral 115 36.5 36.5 58.4
agree 98 31.1 31.1 89.5
strongly agree 33 10.5 10.5 100.0
total 315 100.0 100.0

you usually buy mama from department store

valid cumulative
frequency percent percent percent
valid strongly
10 3.2 3.2 3.2
disagree
disagree 44 14.0 14.0 17.1
neutral 112 35.6 35.6 52.7
agree 98 31.1 31.1 83.8
strongly agree 51 16.2 16.2 100.0
total 315 100.0 100.0

you usually buy mama from supermarket

 valid cumulative
frequency percent percent percent
valid strongly
6 1.9 1.9 1.9
disagree
disagree 45 14.3 14.3 16.2
neutral 118 37.5 37.5 53.7
agree 102 32.4 32.4 86.0
strongly agree 44 14.0 14.0 100.0
total 315 100.0 100.0

you usually buy mama from convienient shop(7-11)

valid cumulative
frequency percent percent percent
valid strongly
8 2.5 2.5 2.5
disagree
disagree 38 12.1 12.1 14.6
neutral 114 36.2 36.2 50.8
agree 109 34.6 34.6 85.4
strongly agree 46 14.6 14.6 100.0
total 315 100.0 100.0

you usually buy mama from grocery store

valid cumulative
frequency percent percent percent
valid strongly
6 1.9 1.9 1.9
disagree
disagree 48 15.2 15.2 17.1
neutral 126 40.0 40.0 57.1
agree 90 28.6 28.6 85.7
strongly agree 45 14.3 14.3 100.0
total 315 100.0 100.0

you usually buy mama from hypermarket(tesco, big c)

valid cumulative
frequency percent percent percent
valid strongly
4 1.3 1.3 1.3
disagree
disagree 45 14.3 14.3 15.6
neutral 109 34.6 34.6 50.2
agree 108 34.3 34.3 84.4
strongly agree 49 15.6 15.6 100.0
total 315 100.0 100.0

you usually buy mama from warehouse club(makro)

 valid cumulative
frequency percent percent percent
valid strongly
15 4.8 4.8 4.8
disagree
disagree 52 16.5 16.5 21.3
neutral 112 35.6 35.6 56.8
agree 98 31.1 31.1 87.9
strongly agree 38 12.1 12.1 100.0
total 315 100.0 100.0

the advertisement and sales promotion are necessary

valid cumulative
frequency percent percent percent
valid strongly
10 3.2 3.2 3.2
disagree
disagree 35 11.1 11.1 14.3
neutral 120 38.1 38.1 52.4
agree 93 29.5 29.5 81.9
strongly agree 57 18.1 18.1 100.0
total 315 100.0 100.0

buy 1 get 1 promotion is interesting

valid cumulative
frequency percent percent percent
valid strongly
12 3.8 3.8 3.8
disagree
disagree 59 18.7 18.8 22.6
neutral 105 33.3 33.4 56.1
agree 97 30.8 30.9 86.9
strongly agree 41 13.0 13.1 100.0
total 314 99.7 100.0
missing system 1 .3
total 315 100.0

premium has an effect towards purchase intention

valid cumulative
frequency percent percent percent
valid strongly
13 4.1 4.1 4.1
disagree
disagree 38 12.1 12.1 16.2
neutral 118 37.5 37.5 53.7
agree 104 33.0 33.0 86.7
strongly agree 42 13.3 13.3 100.0
total 315 100.0 100.0
 sampling has an influence on purchase intention

valid cumulative
frequency percent percent percent
valid strongly
6 1.9 1.9 1.9
disagree
disagree 37 11.7 11.7 13.7
neutral 111 35.2 35.2 48.9
agree 118 37.5 37.5 86.3
strongly agree 43 13.7 13.7 100.0
total 315 100.0 100.0

brand ambassador has an influence on purchase intention

valid cumulative
frequency percent percent percent
valid strongly
11 3.5 3.5 3.5
disagree
disagree 30 9.5 9.5 13.0
neutral 124 39.4 39.4 52.4
agree 102 32.4 32.4 84.8
strongly agree 48 15.2 15.2 100.0
total 315 100.0 100.0

magazine and leaflet are the source of information

valid cumulative
frequency percent percent percent
valid strongly
10 3.2 3.2 3.2
disagree
disagree 41 13.0 13.0 16.2
neutral 108 34.3 34.3 50.5
agree 110 34.9 34.9 85.4
strongly agree 46 14.6 14.6 100.0
total 315 100.0 100.0

selling in package(in dozen)has an effect on purchase intention

valid cumulative
frequency percent percent percent
valid strongly
12 3.8 3.8 3.8
disagree
disagree 58 18.4 18.4 22.2
neutral 117 37.1 37.1 59.4
agree 93 29.5 29.5 88.9
strongly agree 35 11.1 11.1 100.0
total 315 100.0 100.0

sponsorship, public relation has an influent on purchase intention

 valid cumulative
frequency percent percent percent
valid strongly
17 5.4 5.4 5.4
disagree
disagree 44 14.0 14.0 19.4
neutral 101 32.1 32.1 51.4
agree 115 36.5 36.5 87.9
strongly agree 38 12.1 12.1 100.0
total 315 100.0 100.0

you purchase mama because of the brand name

valid cumulative
frequency percent percent percent
valid strongly
7 2.2 2.2 2.2
disagree
disagree 38 12.1 12.1 14.3
neutral 95 30.2 30.2 44.4
agree 115 36.5 36.5 81.0
strongly agree 60 19.0 19.0 100.0
total 315 100.0 100.0

mama has high quality

valid cumulative
frequency percent percent percent
valid strongly
13 4.1 4.1 4.1
disagree
disagree 43 13.7 13.7 17.8
neutral 119 37.8 37.8 55.6
agree 99 31.4 31.4 87.0
strongly agree 41 13.0 13.0 100.0
total 315 100.0 100.0

mama is inexpensive

valid cumulative
frequency percent percent percent
valid strongly
3 1.0 1.0 1.0
disagree
disagree 33 10.5 10.5 11.4
neutral 121 38.4 38.4 49.8
agree 109 34.6 34.6 84.4
strongly agree 49 15.6 15.6 100.0
total 315 100.0 100.0

mama has a unique image

 valid cumulative
frequency percent percent percent
valid strongly
9 2.9 2.9 2.9
disagree
disagree 46 14.6 14.6 17.5
neutral 119 37.8 37.8 55.2
agree 111 35.2 35.2 90.5
strongly agree 30 9.5 9.5 100.0
total 315 100.0 100.0

mama is credible

valid cumulative
frequency percent percent percent
valid strongly
4 1.3 1.3 1.3
disagree
disagree 27 8.6 8.6 9.8
neutral 115 36.5 36.5 46.3
agree 112 35.6 35.6 81.9
strongly agree 57 18.1 18.1 100.0
total 315 100.0 100.0

mama has a good image

valid cumulative
frequency percent percent percent
valid strongly
8 2.5 2.5 2.5
disagree
disagree 37 11.7 11.7 14.3
neutral 125 39.7 39.7 54.0
agree 103 32.7 32.7 86.7
strongly agree 42 13.3 13.3 100.0
total 315 100.0 100.0

tv channel watched

valid cumulative
frequency percent percent percent
valid ch 3 133 42.2 42.2 42.2
ch 9 20 6.3 6.3 48.6
other channel 7 2.2 2.2 50.8
ch 5 4 1.3 1.3 52.1
titv 20 6.3 6.3 58.4
ch 7 57 18.1 18.1 76.5
ubc 74 23.5 23.5 100.0
total 315 100.0 100.0

what time do you usually watch tv

 valid cumulative
frequency percent percent percent
valid 6.01 - 12.00am 31 9.8 9.8 9.8
18.01 -
254 80.6 80.6 90.5
24.00pm
12.01 -
20 6.3 6.3 96.8
18.00pm
24.01 -
10 3.2 3.2 100.0
05.59am
total 315 100.0 100.0

radio station listened

valid cumulative
frequency percent percent percent
valid fm89.0 48 15.2 15.2 15.2
fm94.00 34 10.8 10.8 26.0
fm103.5 25 7.9 7.9 34.0
fm106.5 11 3.5 3.5 37.5
fm91.5 13 4.1 4.1 41.6
fm97.5 53 16.8 16.8 58.4
fm104.5 10 3.2 3.2 61.6
fm107.00 30 9.5 9.5 71.1
fm93.5 16 5.1 5.1 76.2
fm102.5 23 7.3 7.3 83.5
fm105.5 14 4.4 4.4 87.9
other
38 12.1 12.1 100.0
station
total 315 100.0 100.0

what time do you usually listen radio station

valid cumulative
frequency percent percent percent
valid 6.01 - 12.00am 87 27.6 27.6 27.6
18.01 -
105 33.3 33.3 61.0
24.00pm
12.01 -
102 32.4 32.4 93.3
18.00pm
24.01 -
21 6.7 6.7 100.0
05.59am
total 315 100.0 100.0

magazines read

valid cumulative
frequency percent percent percent
valid cleo 65 20.6 20.8 20.8
elle 40 12.7 12.8 33.5
other 83 26.3 26.5 60.1
 magazines
seventeen 42 13.3 13.4 73.5
fhm 47 14.9 15.0 88.5
cosmo 17 5.4 5.4 93.9
maxim 19 6.0 6.1 100.0
total 313 99.4 100.0
missing 21 1 .3
65 1 .3
total 2 .6
total 315 100.0

hobbies

valid cumulative
frequency percent percent percent
valid watch movie 117 37.1 37.1 37.1
shopping 66 21.0 21.0 58.1
other
24 7.6 7.6 65.7
activities
sports 52 16.5 16.5 82.2
surf internet 56 17.8 17.8 100.0
total 315 100.0 100.0

gender of respondents

valid cumulative
frequency percent percent percent
valid male 153 48.6 49.0 49.0
female 159 50.5 51.0 100.0
total 312 99.0 100.0
missing 4 1 .3
21 1 .3
22 1 .3
total 3 1.0
total 315 100.0

age of respondents

valid cumulative
frequency percent percent percent
valid less than 18 15 4.8 4.8 4.8
18 - 22 149 47.3 47.5 52.2
23 - 25 65 20.6 20.7 72.9
more than
85 27.0 27.1 100.0
25
total 314 99.7 100.0
missing 5 1 .3
total 315 100.0
 occupation of respondents

valid cumulative
frequency percent percent percent
valid students 137 43.5 43.8 43.8
housewife 18 5.7 5.8 49.5
clerks 114 36.2 36.4 85.9
specialist 21 6.7 6.7 92.7
other
23 7.3 7.3 100.0
occupation
total 313 99.4 100.0
missing 11 2 .6
total 315 100.0

salary of respondents

valid cumulative
frequency percent percent percent
valid less than 5,000 36 11.4 11.4 11.4
10,001 - 15,000 91 28.9 28.9 40.3
more than
53 16.8 16.8 57.1
20,000
5,001 - 10,000 107 34.0 34.0 91.1
15,001 - 20,000 28 8.9 8.9 100.0
total 315 100.0 100.0

education level of respondents

valid cumulative
frequency percent percent percent
valid undergraduate 119 37.8 37.8 37.8
master degree 25 7.9 7.9 45.7
bachelor degree 161 51.1 51.1 96.8
ph.d. 10 3.2 3.2 100.0
total 315 100.0 100.0

behavior intension

valid cumulative
frequency percent percent percent
valid disagree 3 1.0 1.0 1.0
neutral 193 61.3 61.3 62.2
agree 110 34.9 34.9 97.1
strongly
9 2.9 2.9 100.0
agree
total 315 100.0 100.0
descriptives

descriptive statistics

maximu std.
n minimum m mean deviation
level of
315 1 5 4.16 .822
satisfaction
valid n (listwise) 315

regression
variables entered/removed(b)

variables variables
model entered removed method
1 place,
price,
. enter
promotion,
product(a)
a all requested variables entered.
b dependent variable: behavior intension

model summary

std. error of
adjusted r the
model r r square square estimate
1 .797(a) .635 .630 .34245
a predictors: (constant), place, price, promotion, product

anova(b)

sum of
model squares df mean square f sig.
1 regression 63.002 4 15.751 134.310 .000(a)
residual 36.236 309 .117
total 99.239 313
a predictors: (constant), place, price, promotion, product
b dependent variable: behavior intension

coefficients(a)

unstandardized standardized
model coefficients coefficients t sig.

b std. error beta

1 (constant) -.589 .173 -3.397 .001
product .307 .038 .306 8.084 .000
price .274 .034 .299 7.945 .000
 promotion .317 .033 .348 9.481 .000
place .262 .041 .249 6.438 .000
a dependent variable: behavior intension

t-test

one-sample statistics

std. std. error

n mean deviation mean
product 315 3.4640 .56349 .03175
price 315 3.4529 .61431 .03461
promotion 314 3.4140 .61738 .03484
place 315 3.4132 .53393 .03008
behavior
315 3.3968 .56263 .03170
intension

one-sample test

test value = 3
95% confidence
sig. (2- mean interval of the
t df tailed) difference difference

lower upper
product 14.615 314 .000 .46402 .4016 .5265
price 13.085 314 .000 .45291 .3848 .5210
promotion 11.883 313 .000 .41401 .3455 .4826
place 13.736 314 .000 .41323 .3540 .4724
behavior
12.518 314 .000 .39683 .3345 .4592
intension

t-test

group statistics

std. std. error

gender of respondents n mean deviation mean
behavior male
153 3.4379 .58298 .04713
intension
female 159 3.3522 .54119 .04292

independent samples test

levene's test for

equality of variances t-test for equality of means
95% confidence
sig. (2- mean std. error interval of the
f sig. t df tailed) difference difference difference
 lower upper
behavior equal variances
intension assumed 4.040 .045 1.346 310 .179 .08571 .06365 -.03954 .21096
equal variances
not assumed 1.345 306.111 .180 .08571 .06375 -.03973 .21114

t-test

group statistics

std. std. error

brands n mean deviation mean
behavior mama
217 3.4009 .57783 .03923
intension
non -
98 3.3878 .53018 .05356
mama

independent samples test

levene's test for

equality of variances t-test for equality of means
95% confidence
sig. (2- mean std. error interval of the
f sig. t df tailed) difference difference difference

lower upper
behavior equal variances
intension assumed .852 .357 .192 313 .848 .01317 .06858 -.12177 .14810
equal variances
not assumed .198 202.780 .843 .01317 .06638 -.11773 .14406

t-test

group statistics

std. std. error

purchase frequency n mean deviation mean
behavior low purchase
195 3.3949 .54958 .03936
intension frequency
high purchase
119 3.4034 .58685 .05380
frequency

independent samples test

levene's test for

equality of variances t-test for equality of means
95% confidence
sig. (2- mean std. error interval of the
f sig. t df tailed) difference difference difference
 lower upper
behavior equal variances
intension assumed .820 .366 -.129 312 .897 -.00849 .06560 -.13757 .12059
equal variances
not assumed -.127 236.842 .899 -.00849 .06666 -.13980 .12282

oneway

anova

behavior intension
sum of
squares df mean square f sig.
between groups 3.349 5 .670 2.155 .059
within groups 96.048 309 .311
total 99.397 314

post hoc tests

multiple comparisons

dependent variable: behavior intension

scheffe
mean
(i) name of difference
brand (j) name of brand (i-j) std. error sig. 95% confidence interval

lower bound upper bound

mama wai-wai .02387 .08080 1.000 -.2467 .2945
yum yum .33425 .14884 .413 -.1642 .8327
4-me -.59908 .39604 .808 -1.9254 .7273
gung ging -.26575 .16533 .764 -.8195 .2880
other brands -.09908 .20072 .999 -.7713 .5731
wai-wai mama -.02387 .08080 1.000 -.2945 .2467
yum yum .31038 .16068 .589 -.2277 .8485
4-me -.62295 .40064 .789 -1.9647 .7188
gung ging -.28962 .17606 .745 -.8793 .3000
other brands -.12295 .20964 .997 -.8251 .5791
yum yum mama -.33425 .14884 .413 -.8327 .1642
wai-wai -.31038 .16068 .589 -.8485 .2277
4-me -.93333 .41969 .424 -2.3389 .4722
gung ging -.60000 .21593 .176 -1.3232 .1232
other brands -.43333 .24408 .677 -1.2508 .3841
4-me mama .59908 .39604 .808 -.7273 1.9254
wai-wai .62295 .40064 .789 -.7188 1.9647
yum yum .93333 .41969 .424 -.4722 2.3389
gung ging .33333 .42582 .987 -1.0927 1.7594
 other brands .50000 .44076 .936 -.9761 1.9761
gung ging mama .26575 .16533 .764 -.2880 .8195
wai-wai .28962 .17606 .745 -.3000 .8793
yum yum .60000 .21593 .176 -.1232 1.3232
4-me -.33333 .42582 .987 -1.7594 1.0927
other brands .16667 .25447 .994 -.6856 1.0189
other brands mama .09908 .20072 .999 -.5731 .7713
wai-wai .12295 .20964 .997 -.5791 .8251
yum yum .43333 .24408 .677 -.3841 1.2508
4-me -.50000 .44076 .936 -1.9761 .9761
gung ging -.16667 .25447 .994 -1.0189 .6856

homogeneous subsets
behavior intension

scheffe
subset
for alpha
name of brand n = .05

1
yum yum 15 3.0667
wai-wai 61 3.3770
mama 217 3.4009
other brands 8 3.5000
gung ging 12 3.6667
4-me 2 4.0000
sig. .064
means for groups in homogeneous subsets are displayed.
a uses harmonic mean sample size = 7.538.
b the group sizes are unequal. the harmonic mean of the group sizes is used. type i error levels are not guaranteed.

oneway

anova

behavior intension
sum of
squares df mean square f sig.
between groups 1.330 4 .333 1.051 .381
within groups 98.067 310 .316
total 99.397 314

post hoc tests

multiple comparisons
dependent variable: behavior intension
scheffe
mean
(i) salary of difference
respondents (j) salary of respondents (i-j) std. error sig. 95% confidence interval

lower bound upper bound

less than 5,000 10,001 - 15,000 .17033 .11074 .669 -.1728 .5135
more than 20,000 .02830 .12147 1.000 -.3481 .4047
5,001 - 10,000 .13551 .10837 .815 -.2003 .4713
15,001 - 20,000 .03571 .14172 1.000 -.4035 .4749
10,001 - 15,000 less than 5,000 -.17033 .11074 .669 -.5135 .1728
more than 20,000 -.14203 .09719 .711 -.4432 .1591
5,001 - 10,000 -.03482 .08020 .996 -.2834 .2137
15,001 - 20,000 -.13462 .12155 .873 -.5113 .2421
more than 20,000 less than 5,000 -.02830 .12147 1.000 -.4047 .3481
10,001 - 15,000 .14203 .09719 .711 -.1591 .4432
5,001 - 10,000 .10721 .09447 .863 -.1856 .4000
15,001 - 20,000 .00741 .13140 1.000 -.3998 .4146
5,001 - 10,000 less than 5,000 -.13551 .10837 .815 -.4713 .2003
10,001 - 15,000 .03482 .08020 .996 -.2137 .2834
more than 20,000 -.10721 .09447 .863 -.4000 .1856
15,001 - 20,000 -.09980 .11939 .951 -.4698 .2702
15,001 - 20,000 less than 5,000 -.03571 .14172 1.000 -.4749 .4035
10,001 - 15,000 .13462 .12155 .873 -.2421 .5113
more than 20,000 -.00741 .13140 1.000 -.4146 .3998
5,001 - 10,000 .09980 .11939 .951 -.2702 .4698

homogeneous subsets

behavior intension

scheffe
subset
for alpha
salary of respondents n = .05

1
10,001 - 15,000 91 3.3297
5,001 - 10,000 107 3.3645
15,001 - 20,000 28 3.4643
more than 20,000 53 3.4717
less than 5,000 36 3.5000
sig. .693
means for groups in homogeneous subsets are displayed.
a uses harmonic mean sample size = 48.688.
b the group sizes are unequal. the harmonic mean of the group sizes is used. type i error levels are not guaranteed.

crosstabs
 case processing summary

cases
valid missing total
n percent n percent n percent
income *
315 100.0% 0 .0% 315 100.0%
brands

income * brands crosstabulation

brands total
non -
mama mama
income low income count 89 38 127
expected
87.5 39.5 127.0
count
% of total 28.3% 12.1% 40.3%
high income count 128 60 188
expected
129.5 58.5 188.0
count
% of total 40.6% 19.0% 59.7%
total count 217 98 315
expected
217.0 98.0 315.0
count
% of total 68.9% 31.1% 100.0%

chi-square tests

asymp. sig. exact sig. exact sig.

value df (2-sided) (2-sided) (1-sided)
pearson chi-square .141(b) 1 .708
continuity
.063 1 .802
correction(a)
likelihood ratio .141 1 .707
fisher's exact test .804 .402
linear-by-linear
association .140 1 .708
n of valid cases 315
a computed only for a 2x2 table
b 0 cells (.0%) have expected count less than 5. the minimum expected count is 39.51.

crosstabs

case processing summary

cases
valid missing total
n percent n percent n percent
 income *
purchase 314 99.7% 1 .3% 315 100.0%
frequency

income * purchase frequency crosstabulation

purchase frequency total

high
low purchase purchase
frequency frequency
income low income count 77 49 126
expected
78.2 47.8 126.0
count
% of total 24.5% 15.6% 40.1%
high income count 118 70 188
expected
116.8 71.2 188.0
count
% of total 37.6% 22.3% 59.9%
total count 195 119 314
expected
195.0 119.0 314.0
count
% of total 62.1% 37.9% 100.0%

chi-square tests

asymp. sig. exact sig. exact sig.

value df (2-sided) (2-sided) (1-sided)
pearson chi-square .088(b) 1 .767
continuity
.032 1 .859
correction(a)
likelihood ratio .088 1 .767
fisher's exact test .813 .429
linear-by-linear
association .087 1 .767
n of valid cases 314
a computed only for a 2x2 table
b 0 cells (.0%) have expected count less than 5. the minimum expected count is 47.75.

crosstabs

case processing summary

cases
valid missing total
n percent n percent n percent
brands * purchase
frequency 314 99.7% 1 .3% 315 100.0%

brands * purchase frequency crosstabulation

 purchase frequency total
high
low purchase purchase
frequency frequency
brands mama count 130 87 217
expected
134.8 82.2 217.0
count
% of total 41.4% 27.7% 69.1%
non - count
65 32 97
mama
expected
60.2 36.8 97.0
count
% of total 20.7% 10.2% 30.9%
total count 195 119 314
expected
195.0 119.0 314.0
count
% of total 62.1% 37.9% 100.0%

chi-square tests

asymp. sig. exact sig. exact sig.

value df (2-sided) (2-sided) (1-sided)
pearson chi-square 1.437(b) 1 .231
continuity
1.151 1 .283
correction(a)
likelihood ratio 1.453 1 .228
fisher's exact test .258 .142
linear-by-linear
association 1.432 1 .231
n of valid cases 314
a computed only for a 2x2 table
b 0 cells (.0%) have expected count less than 5. the minimum expected count is 36.76.

npar tests

chi-square test

frequencies
type of sales promotion

observed n expected n residual

discount 45 52.5 -7.5
sweeptake 75 52.5 22.5
coupon 3 52.5 -49.5
buy 1 get 1 109 52.5 56.5
premium 32 52.5 -20.5
 other sale
51 52.5 -1.5
promotion
total 315

test statistics

type of sales
promotion
chi-
126.238
square(a)
df 5
asymp. sig. .000
a 0 cells (.0%) have expected frequencies less than 5. the minimum expected cell frequency is 52.5.

npar tests

chi-square test

frequencies
name of brand

observed n expected n residual

mama 217 52.5 164.5
wai-wai 61 52.5 8.5
yum yum 15 52.5 -37.5
4-me 2 52.5 -50.5
gung ging 12 52.5 -40.5
other brands 8 52.5 -44.5
total 315

test statistics

name of
brand
chi-
661.133
square(a)
df 5
asymp. sig. .000
a 0 cells (.0%) have expected frequencies less than 5. the minimum expected cell frequency is 52.5.

oneway
anova

behavior intension
 sum of
squares df mean square f sig.
between groups .962 4 .240 .757 .555
within groups 49.232 155 .318
total 50.194 159

post hoc tests

multiple comparisons

dependent variable: behavior intension

scheffe
mean
(i) purchasing difference
location (j) purchasing location (i-j) std. error sig. 95% confidence interval

lower bound upper bound

department store supermarket .23636 .16121 .708 -.2662 .7390
convenient shop .27500 .17063 .628 -.2570 .8070
hypermarket .17143 .18033 .924 -.3908 .7336
other places .14545 .22372 .980 -.5520 .8429
supermarket department store -.23636 .16121 .708 -.7390 .2662
convenient shop .03864 .11293 .998 -.3134 .3907
hypermarket -.06494 .12711 .992 -.4612 .3313
other places -.09091 .18354 .993 -.6631 .4813
convenient shop department store -.27500 .17063 .628 -.8070 .2570
supermarket -.03864 .11293 .998 -.3907 .3134
hypermarket -.10357 .13887 .968 -.5365 .3294
other places -.12955 .19187 .977 -.7278 .4687
hypermarket department store -.17143 .18033 .924 -.7336 .3908
supermarket .06494 .12711 .992 -.3313 .4612
convenient shop .10357 .13887 .968 -.3294 .5365
other places -.02597 .20055 1.000 -.6512 .5993
other places department store -.14545 .22372 .980 -.8429 .5520
supermarket .09091 .18354 .993 -.4813 .6631
convenient shop .12955 .19187 .977 -.4687 .7278
hypermarket .02597 .20055 1.000 -.5993 .6512

homogeneous subsets
behavior intension

scheffe
subset
for alpha
purchasing location n = .05

1
convenient shop 40 3.3250
 supermarket 66 3.3636
hypermarket 28 3.4286
other places 11 3.4545
department store 15 3.6000
sig. .637
means for groups in homogeneous subsets are displayed.
a uses harmonic mean sample size = 21.419.
b the group sizes are unequal. the harmonic mean of the group sizes is used. type i error levels are not guaranteed.

oneway
anova

behavior intension
sum of
squares df mean square f sig.
between groups 2.173 3 .724 2.313 .076
within groups 97.066 310 .313
total 99.239 313

post hoc tests

multiple comparisons

dependent variable: behavior intension

scheffe
mean
(i) age of difference
respondents (j) age of respondents (i-j) std. error sig. 95% confidence interval

lower bound upper bound

less than 18 18 - 22 .19060 .15158 .664 -.2355 .6167
23 - 25 .12308 .16029 .899 -.3275 .5736
more than 25 .31765 .15671 .252 -.1229 .7581
18 - 22 less than 18 -.19060 .15158 .664 -.6167 .2355
23 - 25 -.06753 .08318 .883 -.3013 .1663
more than 25 .12704 .07606 .426 -.0868 .3408
23 - 25 less than 18 -.12308 .16029 .899 -.5736 .3275
18 - 22 .06753 .08318 .883 -.1663 .3013
more than 25 .19457 .09220 .219 -.0646 .4537
more than 25 less than 18 -.31765 .15671 .252 -.7581 .1229
18 - 22 -.12704 .07606 .426 -.3408 .0868
23 - 25 -.19457 .09220 .219 -.4537 .0646

homogeneous subsets
behavior intension
scheffe
subset
for alpha
age of respondents n = .05

1
more than 25 85 3.2824
18 - 22 149 3.4094
23 - 25 65 3.4769
less than 18 15 3.6000
sig. .096
means for groups in homogeneous subsets are displayed.
a uses harmonic mean sample size = 39.790.
b the group sizes are unequal. the harmonic mean of the group sizes is used. type i error levels are not guaranteed.

oneway
anova

behavior intension
sum of
squares df mean square f sig.
between groups 1.745 4 .436 1.383 .240
within groups 97.130 308 .315
total 98.875 312

post hoc tests

multiple comparisons

dependent variable: behavior intension

scheffe
mean
(i) occupation of (j) occupation of difference
respondents respondents (i-j) std. error sig. 95% confidence interval

lower bound upper bound

students housewife -.18329 .14079 .791 -.6196 .2530
clerks .00384 .07119 1.000 -.2168 .2245
specialist .03893 .13160 .999 -.3689 .4468
other
-.23643 .12654 .481 -.6286 .1557
occupation
housewife students .18329 .14079 .791 -.2530 .6196
clerks .18713 .14243 .786 -.2543 .6285
specialist .22222 .18038 .823 -.3368 .7812
other
-.05314 .17672 .999 -.6008 .4945
occupation
clerks students -.00384 .07119 1.000 -.2245 .2168
housewife -.18713 .14243 .786 -.6285 .2543
specialist .03509 .13335 .999 -.3782 .4484
 other
-.24027 .12836 .479 -.6381 .1575
occupation
specialist students -.03893 .13160 .999 -.4468 .3689
housewife -.22222 .18038 .823 -.7812 .3368
clerks -.03509 .13335 .999 -.4484 .3782
other
-.27536 .16949 .620 -.8006 .2499
occupation
other students
.23643 .12654 .481 -.1557 .6286
occupation
housewife .05314 .17672 .999 -.4945 .6008
clerks .24027 .12836 .479 -.1575 .6381
specialist .27536 .16949 .620 -.2499 .8006

homogeneous subsets

behavior intension

scheffe
subset
occupation of for alpha
respondents n = .05

1
specialist 21 3.3333
clerks 114 3.3684
students 137 3.3723
housewife 18 3.5556
other
23 3.6087
occupation
sig. .450
means for groups in homogeneous subsets are displayed.
a uses harmonic mean sample size = 30.727.
b the group sizes are unequal. the harmonic mean of the group sizes is used. type i error levels are not guaranteed.

oneway
anova

behavior intension
sum of
squares df mean square f sig.
between groups 1.238 3 .413 1.308 .272
within groups 98.159 311 .316
total 99.397 314

post hoc tests

multiple comparisons

dependent variable: behavior intension

scheffe
(i) education (j) education mean
level of level of difference
respondents respondents (i-j) std. error sig. 95% confidence interval

lower bound upper bound

undergraduate master degree -.22387 .12360 .352 -.5713 .1236
bachelor degree -.07380 .06792 .758 -.2647 .1171
ph.d. -.16387 .18497 .853 -.6838 .3561
master degree undergraduate .22387 .12360 .352 -.1236 .5713
bachelor degree .15006 .12077 .672 -.1894 .4895
ph.d. .06000 .21021 .994 -.5309 .6509
bachelor degree undergraduate .07380 .06792 .758 -.1171 .2647
master degree -.15006 .12077 .672 -.4895 .1894
ph.d. -.09006 .18309 .970 -.6047 .4246
ph.d. undergraduate .16387 .18497 .853 -.3561 .6838
master degree -.06000 .21021 .994 -.6509 .5309
bachelor degree .09006 .18309 .970 -.4246 .6047

homogeneous subsets
behavior intension

scheffe
subset
education level for alpha
of respondents n = .05

1
undergraduate 119 3.3361
bachelor degree 161 3.4099
ph.d. 10 3.5000
master degree 25 3.5600
sig. .562
means for groups in homogeneous subsets are displayed.
a uses harmonic mean sample size = 25.871.
b the group sizes are unequal. the harmonic mean of the group sizes is used. type i error levels are not guaranteed.

descriptives

descriptive statistics

maximu std.
n minimum m mean deviation
variety of tastes 315 1 5 3.59 .841
the quality of noodle
is good 315 2 5 3.53 .897
the taste of mama is
good 315 1 5 3.48 .908
quantity of noodles
in a package is alot 315 1 5 3.44 .957
the packaging is
315 1 5 3.39 .911
good
short preparation
315 1 5 3.36 .904
time
valid n (listwise) 315

descriptives
descriptive statistics

maximu std.
n minimum m mean deviation
the price influences
the buying decision 315 1 5 3.51 .925
the price of mama is
suitable to its quality 315 1 5 3.47 .879
the price of mama
should be 315 1 5 3.44 .954
discounted
price has an affect
on mama's image 315 1 5 3.28 .970
valid n (listwise) 315

descriptives

descriptive statistics

maximu std.
n minimum m mean deviation
you usually buy mama
from
315 1 5 3.49 .962
hypermarket(tesco, big
c)
you usually buy mama
from convienient 315 1 5 3.47 .968
shop(7-11)
you usually buy mama
from department store 315 1 5 3.43 1.021
you usually buy mama
from supermarket 315 1 5 3.42 .962
you usually buy mama
from grocery store 315 1 5 3.38 .971
you usually buy mama
from warehouse 315 1 5 3.29 1.033
club(makro)
valid n (listwise) 315

descriptives
 descriptive statistics

maximu std.
n minimum m mean deviation
sampling has an
influence on 315 1 5 3.49 .935
purchase intention
brand ambassador
has an influence on 315 1 5 3.46 .978
purchase intention
premium has an
effect towards 315 1 5 3.39 .999
purchase intention
buy 1 get 1
promotion is 314 1 5 3.31 1.040
interesting
valid n (listwise) 314

descriptives
descriptive statistics

maximu std.
n minimum m mean deviation
behavior
315 2.00 5.00 3.3968 .56263
intension
valid n (listwise) 315