Guideline For Individual Assignment (survey Analyses).docx
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KTTT59A- Dr. Nguyen Thi Tuyet Mai
Individual Assignment Writing a brief report of findings on factors influencing consumers’ intention to buy organic food: 1) Survey sample TABLE 1 SAMPLE CHARACTERISTICS (n = 164) Characteristics
Frequency
Percentage
Male
71
43.3%
Female
93
56.7%
< 18
5
3.3%
18-24
43
28.3%
> 24
104
68.4%
≥ bachelor degree
115
70.6%
< bachelor degree
48
29.4%
Personal Income/month
81
50%
81
50%
Family Income/month
41
25.2%
122
74.8
Managers and executives
24
14.9%
Office staff
45
28.0%
Students
40
24.8%
Others
52
32.3%
Gender
Age group (years)
Education
Occupation
KTTT59A- Dr. Nguyen Thi Tuyet Mai
2) Based on your sample’s data, evaluate consumers on the following characteristics: (Table 2) -
Level of environment concern (mean) – EV1 to EV4
-
Level of health concern (mean) - He1 to He6
-
Level of social influence (mean) - Sn1 to Sn4
-
Level of modern self (mean) – Ms1 to Ms5
-
Level of traditional self (mean) - Ts1 to Ts5
-
Level of trust (mean) – Tru1 to Tru4
-
Level of purchase intention (mean) – Inte1 to Inte3
Table 2: Consumer characteristics - Descriptive analyses Min Max Mean Std. Deviation 1- Environment concern
1.00
7.00
4.8277 1.17083
2- Health concern
2.00
7.00
5.2642 1.00914
3- Social influence
1.00
7.00
4.6113 1.18795
4- Modern self
1.60
7.00
5.0354 0.98652
5- Traditional self
1.60
7.00
4.6317 0.90776
6- Trust
1.75
7.00
4.5747 1.01529
1.00
7.00
4.2907 1.29503
7- Organic Food Purchase Intention
3) Comments
KTTT59A- Dr. Nguyen Thi Tuyet Mai
Participants are concerned about their health the most with mean landing at approximately 5.3 but on the other hand, the intention for organic food purchase in terms of mean ranks at the least with around 4.3 (7 out of 7). Its contradiction reveals the fact that people doing the survey do not relate getting a good health with eating organic food. However, it clearly cannot be blamed for the lack of understanding totally because participants of the survey have a quite decent education with roughly 70% of participants over 24 years-old and having a bachelor degree or above. One of a clear reason can be seen through this report is that people do not have enough trust toward the idea that organic food is better than normal food as trust in terms of mean ranking 6 out of 7 (approximately 4.5). Therefore, they cannot find any reason to spend a larger amount of money to buy organic foods which is no better than the normal cheaper food that they are used to buying even when the family income with more than 15 million VND which is a budget allowing the more costly organic food purchases at least twice per week account for almost 75% of participants. Instead, people would use the money more on modern self with mean of about 5 ranking only after health concerns.
Individual Assignment Writing a brief report of findings on factors influencing consumers’ intention to buy organic food: 1) Survey sample TABLE 1 SAMPLE CHARACTERISTICS (n = 164) Characteristics
Frequency
Percentage
Male
71
43.3%
Female
93
56.7%
< 18
5
3.3%
18-24
43
28.3%
> 24
104
68.4%
≥ bachelor degree
115
70.6%
< bachelor degree
48
29.4%
Personal Income/month
81
50%
81
50%
Family Income/month
41
25.2%
122
74.8
Managers and executives
24
14.9%
Office staff
45
28.0%
Students
40
24.8%
Others
52
32.3%
Gender
Age group (years)
Education
Occupation
KTTT59A- Dr. Nguyen Thi Tuyet Mai
2) Based on your sample’s data, evaluate consumers on the following characteristics: (Table 2) -
Level of environment concern (mean) – EV1 to EV4
-
Level of health concern (mean) - He1 to He6
-
Level of social influence (mean) - Sn1 to Sn4
-
Level of modern self (mean) – Ms1 to Ms5
-
Level of traditional self (mean) - Ts1 to Ts5
-
Level of trust (mean) – Tru1 to Tru4
-
Level of purchase intention (mean) – Inte1 to Inte3
Table 2: Consumer characteristics - Descriptive analyses Min Max Mean Std. Deviation 1- Environment concern
1.00
7.00
4.8277 1.17083
2- Health concern
2.00
7.00
5.2642 1.00914
3- Social influence
1.00
7.00
4.6113 1.18795
4- Modern self
1.60
7.00
5.0354 0.98652
5- Traditional self
1.60
7.00
4.6317 0.90776
6- Trust
1.75
7.00
4.5747 1.01529
1.00
7.00
4.2907 1.29503
7- Organic Food Purchase Intention
3) Comments
KTTT59A- Dr. Nguyen Thi Tuyet Mai
Participants are concerned about their health the most with mean landing at approximately 5.3 but on the other hand, the intention for organic food purchase in terms of mean ranks at the least with around 4.3 (7 out of 7). Its contradiction reveals the fact that people doing the survey do not relate getting a good health with eating organic food. However, it clearly cannot be blamed for the lack of understanding totally because participants of the survey have a quite decent education with roughly 70% of participants over 24 years-old and having a bachelor degree or above. One of a clear reason can be seen through this report is that people do not have enough trust toward the idea that organic food is better than normal food as trust in terms of mean ranking 6 out of 7 (approximately 4.5). Therefore, they cannot find any reason to spend a larger amount of money to buy organic foods which is no better than the normal cheaper food that they are used to buying even when the family income with more than 15 million VND which is a budget allowing the more costly organic food purchases at least twice per week account for almost 75% of participants. Instead, people would use the money more on modern self with mean of about 5 ranking only after health concerns.
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