Descriptive Statistics Final

Descriptive Statistics
Q1. Describe your products unique features and distinct characteristics
Q1
N 50
3.06
Mean
0.89
Std. Deviation
-0.663
Skewness
Kurtosis -0.273
MS1-Frequency Distribution Table
Frequency Percent Valid Percent Cumulative

Percent
Placement of Product 3 6.0 6.0 6.0
Promotional Activity 9 18.0 18.0 24.0
Valid Product Quality/Packaging 20 40.0 40.0 64.0
Process of Manufacturing 18 36.0 36.0 100.0
Total 50 100.0 100.0

The above table & histogram provides descriptive statistics for the variable MS1, where mean is 3.06
and Std. deviation is 0.89. Since Std. deviation is less than the one third of the mean, mean is a
representative value.
Conclusion: We can conclude that respondents are saying that products quality and manufacturing
process is there USP.
Q2. How is your product different/better than your competitors?

Q2
N 50
3.16
Mean
1.017
Std. Deviation
-0.819
Skewness
Kurtosis -0.65

Percent
Service 4 8.0 8.0 8.0
Price 10 20.0 20.0 28.0
Valid Distribution Network 10 20.0 20.0 48.0
Output of Product 26 52.0 52.0 100.0
Total 50 100.0 100.0

Conclusion: We can conclude that respondents are saying that their distribution network and products
results make them distinctively different from their competitors.
Q3. Why should customers buy from you?

Q3
N 50
3.04
Mean
.989
Std. Deviation
-0.742
Skewness
Kurtosis 0.11

Percent
Valid Product Education 1 2.0 2.0 2.0
Brand 1 2.0 2.0 4.0
After Sales Service 14 28.0 28.0 32.0
Product Quality 13 26.0 26.0 58.0

Price 21 42.0 42.0 100.0
Total 50 100.0 100.0
and Std. deviation is .989. Since Std. deviation is less than the one third of the mean, mean is a
Conclusion: We can conclude that respondents are saying that customers buy from them mainly due to
product quality, after sales service and price.
Q4. Why do you think your customers buy from you vs. your competition?
Q4
N 50
3.38
Mean
0.78
Std. Deviation
-1.063
Skewness
Kurtosis 0.44
MS4

Percent
Valid Distribution Reach 1 2.0 2.0 2.0
Quality 6 12.0 12.0 14.0
Pricing 16 32.0 32.0 46.0
Product Offerings 27 54.0 54.0 100.0

Total 50 100.0 100.0
Conclusion: We can conclude that respondents are saying that their customers buy from them vs to
competition is mainly due to price and product offerings.
Q5. What sets you apart from your competitors?

Q5
N 50
2.82
Mean
1.024
Std. Deviation
-1.049
Skewness
Kurtosis 1.44

Percent
Valid Brand Equity 3 6.0 6.0 6.0
Product Packaging 13 26.0 26.0 32.0
After Sales Service 21 42.0 42.0 74.0
Technology 13 26.0 26.0 100.0

Total 50 100.0 100.0
and Std. deviation is 1.024. Since Std. deviation is not less than the one third of the mean, mean is not a
Q6. Describe your ideal customer category.

Q6
N 50
3.28
Mean
0.809
Std. Deviation
-0.564
Skewness
Kurtosis -1.237

Percent
Governement 11 22.0 22.0 22.0
Industrial 14 28.0 28.0 50.0

Valid
Individual 25 50.0 50.0 100.0
Total 50 100.0 100.0
Conclusion: We can conclude that respondents are saying that their customers are majorly individual
followed by industrial and government subsequently.
Q7. When you speak to potential customers what excites them to want to try your product?
Q7
N 50
2.98
Mean
0.937
Std. Deviation
-0.58
Skewness
Kurtosis 0.198

Percent
International Reach 1 2.0 2.0 2.0
Offerings 16 32.0 32.0 34.0
Valid Product Quality 15 30.0 30.0 64.0
Customer Service Network 18 36.0 36.0 100.0
Total 50 100.0 100.0
Conclusion: We can conclude that respondents are saying that their customers get attracted to our
customer service and quality with offerings.
Q8. Please describe your advertising or promotion strategy that you are doing or have done.
Q8
N 50
3.28
Mean
0.904
Std. Deviation
-1.286
Skewness
Kurtosis 1.875

Percent
Internet 1 2.0 2.0 2.0
Word of Mouth 9 18.0 18.0 20.0
Valid Expos 14 28.0 28.0 48.0
Print Media 26 52.0 52.0 100.0
Total 50 100.0 100.0

Conclusion: We can conclude that respondents are saying that their company is mostly using print
media and expos as their way of doing advertising and promotion.
Q9. What satisfaction results did you obtain from your advertising and promotional activity?
Q9
N 50
3.54
Mean
0.734
Std. Deviation
-1.593
Skewness
Kurtosis 2.093

Percent
Somewhat Dissatisfied 1 2.0 2.0 2.0
Neutral 4 8.0 8.0 10.0
Valid Somewhat Satisfied 12 24.0 24.0 34.0
Completely Satisfied 33 66.0 66.0 100.0
Total 50 100.0 100.0
Conclusion: We can conclude that respondents are saying that their company is satisfied with their
advertising and promotional activity completely.
Q10. Once you have converted a new customer how many returns for subsequent purchase?
Q10
N 50
3.42
Mean
0.731
Std. Deviation
-0.854
Skewness
Kurtosis -0.599

Percent
30-60 7 14.0 14.0 14.0
60-80 15 30.0 30.0 44.0

Valid
80-100 28 56.0 56.0 100.0
Total 50 100.0 100.0
Conclusion: We can conclude that respondents are saying that their customers around 56 % returns for
the purchase again.
Q11. Describe what you do to increase the number of repeat purchasers.

Q11
N 50
3.18
Mean
0.873
Std. Deviation
-0.749
Skewness
Kurtosis -0.316
MS11

Percent
Free Samples 2 4.0 4.0 4.0
Promotions 9 18.0 18.0 22.0
Valid Discounts 17 34.0 34.0 56.0
Service 22 44.0 44.0 100.0
Total 50 100.0 100.0
Conclusion: We can conclude that respondents are saying improvisation in service delivery and
discounts counts for repeat purchases.
Q12. Describe your customer’s loyalty.
Q12
N 50
3.36
Mean
0.851
Std. Deviation
-0.988
Skewness
Kurtosis -0.258

Percent
Somewhat Disappear 1 2.0 2.0 2.0
Seasonal 9 18.0 18.0 20.0
Valid Somewhat Loyal 11 22.0 22.0 42.0
Loyal 29 58.0 58.0 100.0
Total 50 100.0 100.0

Conclusion: We can conclude that respondents are saying that their customers are loyal.
Q13. Where are you receiving your referrals from?
Q13
N 50
3.16
Mean
0.955
Std. Deviation
-1.065
Skewness
Kurtosis 0.99

Percent
Valid Other Sources 1 2.0 2.0 2.0

Colleagues 1 2.0 2.0 4.0
Current Customers 10 20.0 20.0 24.0
Networking Groups 15 30.0 30.0 54.0
Industrial Meetings 23 46.0 46.0 100.0
Total 50 100.0 100.0
Conclusion: We can conclude that respondents are saying that they are getting their customers mainly
from industrial meetings followed by networking groups.
Q14. What price do you charge for your products?

Q14
N 50
3.5
Mean
0.735
Std. Deviation
-1.443
Skewness
Kurtosis 1.707

Percent
Marginally above Market

1 2.0 2.0 2.0
Price
Below Market Price 4 8.0 8.0 10.0
Valid
Discounted Price 14 28.0 28.0 38.0
Market Price 31 62.0 62.0 100.0
Total 50 100.0 100.0
Conclusion: We can conclude that respondents are saying that they are charging market price for their
products majorly followed by discounted price.
Q15. Are you satisfied with price to make a profit for your company?
Q15
N 50
3.2
Mean
0.881
Std. Deviation
-0.784
Skewness
Kurtosis -0.318

Percent
Neutral 9 18.0 18.0 22.0
Valid Somewhat Satsified 16 32.0 32.0 54.0
Total 50 100.0 100.0
Conclusion: We can conclude that respondents are satisfied with the price to make profits.
Q16. Are you satisfied with the growth you have of your company?
Q16
N 50
2.7
Mean
1.266
Std. Deviation
-1.038
Skewness
Kurtosis 0.199

Percent
Completely Dissatisfied 6 12.0 12.0 12.0
Neutral 7 14.0 14.0 30.0

Valid
Somewhat Satisfied 21 42.0 42.0 72.0
Total 50 100.0 100.0

and Std. deviation is 1.266. Since Std. deviation is not less than the one third of the mean, mean is not a
Q17. What do you need to have to grow the way you want your company?
Q17
N 50
3.12
Mean
0.961
Std. Deviation
-0.679
Skewness
Kurtosis -0.716

Percent
Technology 3 6.0 6.0 6.0
Distribution Channel 11 22.0 22.0 28.0
Valid Pricing 13 26.0 26.0 54.0
Quality 23 46.0 46.0 100.0
Total 50 100.0 100.0

Conclusion: We can conclude that respondents are saying that they need to have more quality and
correct pricing to grow exponentially.
Q18. Are you considering Business Expansion of your company either new market or new
product?
Q18
N 50
3.18
Mean
1.024
Std. Deviation
-1.09
Skewness
Kurtosis 0.554
MS18-frequency Distribution Table

Percent
Valid International Penetration 1 2.0 2.0 2.0
National Penetration 2 4.0 4.0 6.0
Introducing Product to New

10 20.0 20.0 26.0
Markets
Moving to New 11 22.0 22.0 48.0

Market/Territory
Expansion of Current Market 26 52.0 52.0 100.0
Total 50 100.0 100.0
Conclusion: We can conclude that respondents are saying that they are considering the expansion of
current market and moving to new territories.
Q19. Are you satisfied with a current business plan of your company?
Q19
N 50
3.16
Mean
0.934
Std. Deviation
-1.115
Skewness
Kurtosis 1.321

Percent
Valid Compleltely Dissatisfied 1 2.0 2.0 2.0
Neutral 9 18.0 18.0 22.0

Total 50 100.0 100.0
Conclusion: We can conclude that respondents are saying that they are quite happy with their
company’s existing business plan.
Q20. How do you assess your Products Management strategy to grow?

Q20
N 50
3.16
Mean
0.955
Std. Deviation
-1.065
Skewness
Kurtosis 0.99

Percent
Valid Other Model 1 2.0 2.0 2.0
Porters Five Forces Model 1 2.0 2.0 4.0
PLC 10 20.0 20.0 24.0
Ans-off Matrix 15 30.0 30.0 54.0

BCG Matrix 23 46.0 46.0 100.0
Total 50 100.0 100.0
Conclusion: We can conclude that respondents are saying that their company is using BCG matrix and
ans-off matrix heavily to grow by assessing their products situation.
Q21. Does customer recall your brand?
Q21
N 50
4.18
Mean
0.873
Std. Deviation
-0.558
Skewness
Kurtosis -0.963
br1-Frequency Distribution Table

Percent
Valid Somewhat Dissatisfied 1 2.0 2.0 2.0

Neutral 12 24.0 24.0 26.0
Completely satisfied 23 46.0 46.0 100.0
Total 50 100.0 100.0
Conclusion: We can conclude that respondents are saying that yes customers can recall their brand.
Q22. Your brand is more visible than other brands in same category?
Q22
N 50
4
Mean
0.948
Std. Deviation
-0.749
Skewness
Kurtosis -0.218
br2

Percent
Valid Somewhat Dissatisfied 5 10.0 10.0 10.0
Neutral 7 14.0 14.0 24.0

Total 50 100.0 100.0
The above table & histogram provides descriptive statistics for the variable MS22, where mean is 4 and
Std. deviation is 0.948. Since Std. deviation is less than the one third of the mean, mean is a
Conclusion: We can conclude that respondents are saying that yes their brand is more visible.
Q23. Does your brand is having high equity than others?
Q23
N 50
4.18
Mean
0.919
Std. Deviation
-0.867
Skewness
Kurtosis -0.163
br3-Frequency Distribution Table

Percent
Neutral 8 16.0 16.0 22.0
Total 50 100.0 100.0
Conclusion: We can conclude that respondents are saying that yes their brand equity is more than
others.
Q24. Does your marketing strategy help to generate awareness about the company?
Q24
N 50
4.6
Mean
0.535
Std. Deviation
-0.835
Skewness
Kurtosis -0.457
mrp1-Frequency Distribution Table

Percent
Valid Neutral 1 2.0 2.0 2.0

Total 50 100.0 100.0
Conclusion: We can conclude that respondents are saying that yes their marketing strategy helps to
generate awareness about their company.
Q25. After the implementation of marketing strategy number of customers has increased and our
position too?
Q25
N 50
4.7
Mean
0.58
Std. Deviation
-1.828
Skewness
Kurtosis 2.407

Percent
Neutral 3 6.0 6.0 6.0

Valid
Total 50 100.0 100.0
Conclusion: We can conclude that respondents are saying that yes their customers have increased and
thereby their market position too.
Q26. Does the market strategy has helped you to improve your position as compared to competitors?
Q26
N 50
4.52
Mean
0.614
Std. Deviation
-0.905
Skewness
Kurtosis -0.133

Percent
Neutral 3 6.0 6.0 6.0

Valid
Total 50 100.0 100.0
Conclusion: We can conclude that respondents are saying that yes marketing strategy has improved
their position vis a vis their competitors.
Q27. Does your company have achieved the top leadership position in your domain?
Q27
N 50
4.54
Mean
0.646
Std. Deviation
-1.103
Skewness
Kurtosis 0.149

Percent
Neutral 4 8.0 8.0 8.0

Valid
Total 50 100.0 100.0

Conclusion: We can conclude that respondents are saying that yes their leadership position has been
achieved due to current market strategy.
Q28. Does your company has high reputation in customers view?
Q28
N 50
3.9
Mean
1.055
Std. Deviation
-0.772
Skewness
Kurtosis -0.085
csp1

Percent
Valid Completely Dissatisfied 1 2.0 2.0 2.0
Neutral 9 18.0 18.0 30.0

Total 50 100.0 100.0
Conclusion: We can conclude that respondents are saying that yes their reputation has been improved
in customer’s perception.
Q29. Does your company’s response rate towards your customers has increased?
Q29
N 50
3.76
Mean
1.061
Std. Deviation
-1.098
Skewness
Kurtosis 1.03
csp2
Percent
Neutral 8 16.0 16.0 28.0

Valid
Total 50 100.0 100.0
Conclusion: We can conclude that respondents are saying that yes response rate towards their
customers has increased.
Q30. Does your company show respectful behavior towards your customers?
Q30
N 50
4.3
Mean
0.909
Std. Deviation
-1.494
Skewness
Kurtosis 2.55
csp3-Frequency Distribution Table

Percent
Neutral 6 12.0 12.0 16.0

Valid
Total 50 100.0 100.0
Conclusion: We can conclude that respondents are saying that yes most of time the company shows
respectful behavior towards their customers.
Q31. Does customers show trust in company’s employees?

Q31
N 50
4.24
Mean
0.716
Std. Deviation
-0.74
Skewness
Kurtosis 0.618
csp4-Frequency Distribution Table

Percent
Neutral 5 10.0 10.0 12.0
Total 50 100.0 100.0
Conclusion: We can conclude that respondents are saying that yes most of time the customers shows
trust in company’s employees.
Hypothesis Assessment
Research Question-1: Whether there is a difference in various marketing strategies adopted by the
company.
 Statistical Test: Friedman Chi-square Test
 Variables and Measurement
Hypothesis
 H0: There is no difference in various components of marketing strategies.
 H1: There is a significant difference in various marketing strategies.
Level of Significance (α) = 0.05
Test Statistics Table

Table– Friedman Test Statistics – Marketing Strategies
Test Statisticsa
N 50
Chi-Square 32.807
Df 7
Asymp. Sig. .000
a. Friedman Test
Observation: Χ2 =32.807, P=0.000, N=50
Conclusion
Since the p value is less than the level of significance (0.05) the null hypothesis is rejected. Hence it is
concluded that there is a significant difference in various marketing strategies.
In order to find out where the differences lies we refer to the rank table, which is mentioned below:
Table 1 – Rank Table of Marketing Strategies

Ranks
Mean Rank
ProductStrategy 3.74
AdvertisingStrategy 5.56
PricingStrategy 5.36
StrategicManagement 4.48
CompetitiveStrategy 4.09
CustomerLoyaltyStrategy 4.31
CustomerAcqusitionStrategy 4.77
GrowthStrategy 3.69
From the ranks table it can be seen that advertising Strategy is top most followed by Pricing Strategy and
Customer Acquisition Strategy.
Hence it is concluded that the most noticeable marketing strategy components are Advertising, Pricing,
Customer Acquisition and Strategic Management.
Research Question-2: Whether Overall Marketing Strategy is co-related?
 Statistical Test: Spearman Rank Order Correlation
Hypothesis
 H0: There is no relationship between different components of marketing strategy (ρ=0)
 H1: There is a significant relationship between different components of marketing

strategy (ρ≠0)

Correlation Table
Spearman’s Correlation
Conclusion
From the above table it can be seen that there is significant relationship between various components of
marketing strategy. except customer loyalty strategy -Product Strategy, Pricing Strategy-Competitive
Strategy, Strategic Management-Competitive Strategy, Competitive Strategy-Customer Loyalty strategy.
Thus we accept the alternate hypothesis and reject the null hypothesis. Our final conclusion is there is
relationship between different components of marketing strategy.
Research Question-3: Whether Marketing Strategy is co-related to Brand Image?
Hypothesis
 H0: There is no relationship between marketing strategy and Brand Image (ρ=0)
 H1: There is a significant relationship between marketing strategy and Brand Image
(ρ≠0)
Correlation Table
Conclusion
From the above table it can be seen that there is significant relationship between marketing strategy
and brand image.
relationship between marketing strategy and brand image.
Research Question-4: Whether Marketing Strategy is co-related to Consumer Perception?

Hypothesis
 H0: There is no relationship between marketing strategy and Consumer Perception (ρ=0)
 H1: There is a significant relationship between marketing strategy and Consumer

Perception (ρ≠0)
Correlation Table
Conclusion
and Consumer Perception.
relationship between marketing strategy and Consumer Perception.
Research Question-5: Whether Marketing Strategy is co-related to Market Position?
Hypothesis
 H0: There is no relationship between marketing strategy and Market Position (ρ=0)
 H1: There is a significant relationship between marketing strategy and Market Position
(ρ≠0)
Correlation Table
Conclusion
and Market Position except Competitive Strategy and Growth Strategy.
relationship between marketing strategy and Market Position.

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Descriptive Statistics

Q1. Describe your products unique features and distinct characteristics

MS1-Frequency Distribution Table

Frequency Percent Valid Percent Cumulative

Placement of Product 3 6.0 6.0 6.0

Promotional Activity 9 18.0 18.0 24.0

Valid Product Quality/Packaging 20 40.0 40.0 64.0

Process of Manufacturing 18 36.0 36.0 100.0

Total 50 100.0 100.0

Q2. How is your product different/better than your competitors?

MS2-Frequency Distribution Table

Frequency Percent Valid Percent Cumulative

Service 4 8.0 8.0 8.0

Price 10 20.0 20.0 28.0

Valid Distribution Network 10 20.0 20.0 48.0

Output of Product 26 52.0 52.0 100.0

Total 50 100.0 100.0

Q3. Why should customers buy from you?

MS3-Frequency Distribution Table

Frequency Percent Valid Percent Cumulative

Valid Product Education 1 2.0 2.0 2.0

Brand 1 2.0 2.0 4.0

After Sales Service 14 28.0 28.0 32.0

Product Quality 13 26.0 26.0 58.0

Total 50 100.0 100.0

Frequency Percent Valid Percent Cumulative

Valid Distribution Reach 1 2.0 2.0 2.0

Quality 6 12.0 12.0 14.0

Pricing 16 32.0 32.0 46.0

Product Offerings 27 54.0 54.0 100.0

Q5. What sets you apart from your competitors?

MS5-Frequency Distribution Table

Frequency Percent Valid Percent Cumulative

Valid Brand Equity 3 6.0 6.0 6.0

Product Packaging 13 26.0 26.0 32.0

After Sales Service 21 42.0 42.0 74.0

Technology 13 26.0 26.0 100.0

Q6. Describe your ideal customer category.

Frequency Percent Valid Percent Cumulative

Governement 11 22.0 22.0 22.0

Industrial 14 28.0 28.0 50.0

Total 50 100.0 100.0

Frequency Percent Valid Percent Cumulative

International Reach 1 2.0 2.0 2.0

Offerings 16 32.0 32.0 34.0

Valid Product Quality 15 30.0 30.0 64.0

Customer Service Network 18 36.0 36.0 100.0

Total 50 100.0 100.0

MS8-Frequency Distribution Table

Frequency Percent Valid Percent Cumulative

Internet 1 2.0 2.0 2.0

Word of Mouth 9 18.0 18.0 20.0

Valid Expos 14 28.0 28.0 48.0

Print Media 26 52.0 52.0 100.0

Total 50 100.0 100.0

MS9-Frequency Distribution Table

Frequency Percent Valid Percent Cumulative

Neutral 4 8.0 8.0 10.0

Valid Somewhat Satisfied 12 24.0 24.0 34.0

Completely Satisfied 33 66.0 66.0 100.0