CHAPTER 4

DATA ANALYSIS AND INTERPRETATION

 DATA ANALYSIS AND INTERPRETATION:

Data:
Data refers to distinct pieces of information gathered and converted for a specific purpose. If
not organized in a particular format, data holds no practical value for either computers or
humans. It can exist in various forms, such as bits and bytes stored electronically, numbers or
text on paper, or facts stored in a person's memory. With the advent of computers, the term
"data" has primarily come to refer to computer-related information, which can be stored or
transmitted.

Data Analysis:

Data analysis involves systematically applying statistical or logical methods to describe,

summarize, and evaluate data. An important aspect of ensuring the integrity of data is
conducting accurate and relevant analyses of the collected research findings.

Interpretation of Data:

Interpretation refers to the process of explaining or determining the meaning of data. It

includes drawing conclusions based on the analysis of the data. Data analysis and
interpretation are closely linked, as the process of analysing data often involves interpreting
the results simultaneously.

Response:
A total of 100 responses were collected through Google Forms.
 Table 4.1

The table showing the distribution of respondents according to gender.

Gender Respondents Percentage

Male 72 72%
Female 26 26%
Prefer Not to Say 2 2%
Others - -
Total 100 100%

Data Analysis: The data indicates that the majority of respondents are male, accounting for
72% of the total participants. Female respondents comprise 26%, while 2% of the
respondents preferred not to disclose their gender.

Graph 4.1

Interpretation

The graph highlights a significant male dominance in the respondent pool, with 72%
participation compared to 26% for females and 2% who preferred not to disclose. This
skewed gender distribution suggests the need for more inclusive strategies to attract and
understand perspectives from female and other gender groups in future studies. For research
topics, such as consumer behaviour and social media marketing, achieving gender balance is
essential for capturing diverse insights and ensuring broader applicability of findings.
 Table 4.2

The Table Showing Respondents According to Age.

Age Respondents Percentage

18-24 56 56%
25-34 22 22%
35-44 9 9%
45-59 10 10%
60 & above 2 2%
Total 100 100%

Data Analysis: The data reveals that most respondents (56%) belong to the age group of 18-
24. The next largest group is 25-34 years, accounting for 22%, followed by 10% in the 45-59
age range. The age group 35-44 constitutes 9% of the respondents, while only 2% are aged 60
and above.

Graph 4.2

Interpretation

The graph indicates that Wildcraft’s social media marketing strategies are primarily reaching
younger audiences, with 78% of respondents aged 18-34. This suggests that the brand has
strong resonance with younger consumers, possibly due to its adventure-oriented branding
and social media content. However, the lower engagement among older age groups (35+
years, totalling 21%) indicates a potential gap in reaching a broader demographic. Future
campaigns could be tailored to engage older consumers, emphasizing product durability,
reliability, and lifestyle alignment.
 Table 4.3

The table showing distribution of Respondents According to Income of the respondents

(Per Month)

Income Respondents Percentage

15000-25000 41 41%
25000-35000 21 21%
35000-45000 15 15%
45000-55000 14 14%
55000-65000 9 9%
Total 100 100%

Data Analysis: The data shows that many respondents (41%) have a monthly income
between ₹15,000 and ₹25,000, followed by 21% in the ₹25,000-₹35,000 range. The
remaining respondents are distributed as follows: 15% earn ₹35,000-₹45,000, 14% earn
₹45,000-₹55,000, and 9% earn ₹55,000-₹65,000.

Graph 4.3

Respondents
15000-25000
25000-35000
9% 35000-45000
14%
41% 45000-55000
15% 55000-65000
21%

Interpretation

The graph highlights that a significant proportion of respondents (62%) earn between
₹15,000 and ₹35,000 per month, indicating that Wildcraft’s primary consumer base might
belong to the middle-income segment. This suggests that the brand's pricing and marketing
strategies resonate well with this demographic. However, the relatively lower engagement
among higher-income groups (23% earning above ₹45,000) could indicate an opportunity to
introduce premium product lines or targeted campaigns to attract higher-income consumers.
 Table 4.4

The graph showing respondents according to Occupation

Occupation Respondents Percentage

Student 54 54%
Govt. Emp 6 6%
Non-Govt. Emp 22 22%
Unemployed 6 6%
Entrepreneur 12 12%
Total 100 100%

Data Analysis: The data indicates that the majority of respondents (54%) are students,
followed by 22% who are employed in the private sector (non-government employees).
Entrepreneurs constitute 12% of the respondents, while government employees and
unemployed individuals each make up 6% of the total.

Graph 4.4

Interpretation

The graph demonstrates a significant student dominance (54%) among respondents,

reflecting Wildcraft’s strong appeal to younger, adventure-seeking individuals, likely due to
its branding and affordability. The 22% representation of non-government employees
suggests moderate traction among working professionals. However, the relatively lower
participation of government employees (6%) and unemployed individuals (6%) might
indicate untapped segments for targeted marketing strategies. Entrepreneurs (12%) represent
a promising niche market that could be leveraged with products emphasizing versatility and
professionalism.

Table 4.5

The Table Showing Respondents According to the Awareness from Wildcraft’s social
media presence.

Choice Respondents Percentage

Strongly disagree 9 9%
Disagree 9 9%
Neutral 54 54%
Agree 17 17%
Strongly Agree 11 11%
Total 100 100%

Data Analysis: The data reveals that the majority of respondents (54%) remain neutral about
their awareness of Wildcraft through its social media presence. Meanwhile, 17% agree and
11% strongly agree, indicating positive awareness. A smaller proportion of respondents, 9%
each, disagree or strongly disagree with the statement.

Graph 4.5

Interpretation

The graph indicates that while over half of the respondents (54%) have a neutral stance
regarding Wildcraft’s social media presence, a combined 28% (agree and strongly agree)
acknowledge its influence in creating awareness. This suggests that Wildcraft’s social media
efforts are moderately effective but may lack impactful engagement strategies to convert
neutral respondents into strong supporters. The 18% who disagree or strongly disagree
highlight an opportunity for improvement in the reach or relevance of Wildcraft’s social
media campaigns, especially targeting less-engaged audiences.

Table 4.6

Distribution of Respondents According to the Credibility perception from social media

posts.

Factors Respondents Percentage

No impact 7 7%
Minimal impact 10 10%
Moderate impact 47 47%
High impact 26 26%
Very high impact 10 10%
Total 100 100%

Data Analysis: The data shows that 47% of respondents perceive a moderate impact on
Wildcraft’s credibility from its social media posts, while 26% and 10% feel a high and very
high impact, respectively. On the other hand, 10% perceive only a minimal impact, and 7%
state there is no impact.

Graph 4.6

Interpretation

The graph illustrates that a significant portion of respondents (83%) recognize at least a
moderate level of impact from Wildcraft’s social media posts on their perception of the
brand’s credibility. This highlights the importance of maintaining consistent and authentic
messaging in Wildcraft’s social media strategy. The small percentage (17%) of respondents
who see minimal or no impact indicates an area for improvement, suggesting the need for
enhanced content quality, storytelling, or engagement techniques to appeal to this less-
influenced segment.

Table 4.7

The table showing respondents according to the Encouragement to explore products via
promotions.

Choices Count Percentage

Never 4 4%
Rarely 11 11%
Occasionally 51 51%
Frequently 22 22%
Always 12 12%
Total 135 100

Data Analysis: The data indicates that most respondents (51%) occasionally feel encouraged
to explore Wildcraft products through promotions. Additionally, 22% frequently and 12%
always feel motivated, while a smaller proportion rarely (11%) or never (4%) experience this
encouragement.

Graph 4.7

Interpretation

The graph reveals that promotional campaigns by Wildcraft are moderately effective, with
85% of respondents experiencing at least occasional encouragement to explore their products.
However, the presence of 15% who rarely or never feel motivated suggests an opportunity for
improvement. Wildcraft can enhance its promotional strategies by increasing personalization,
offering exclusive deals, and ensuring timing aligns with consumer preferences to maximize
engagement and product exploration.

Table 4.8

The table showing the Suitability of Connection through engagement with campaigns.

Choice Respondents Percentage

Strongly Disagree 5 5%
Disagree 7 7%
Neutral 45 45%
Agree 30 30%
Not suitable at all 13 13%
Total 135 100%

Data Analysis: The data shows that 45% of respondents feel neutral about the suitability of
connecting with Wildcraft through social media campaigns. Meanwhile, 30% agree with the
suitability, and 13% believe it is not suitable at all. A smaller proportion (7%) disagree and
5% strongly disagree with the idea.

Graph 4.8

Interpretation

The graph indicates that while 75% of respondents either agree or feel neutral about the
suitability of connecting through Wildcraft's campaigns, there is a notable portion (13%) who
find it unsuitable. This suggests that Wildcraft's campaigns are effective for most respondents
but may not resonate with some. To improve engagement, it would be beneficial for Wildcraft
to refine their approach, potentially by diversifying campaign content or targeting specific
consumer groups more effectively.

Table 4.9

The table showing Factors that Concern about missing promotions without following
updates.

Choices Count Percentage

Not at all 4 4%
Slightly 9 9%
Moderately 34 34%
Very much 40 40%
Extremely 13 13%
Total 100 100%

Data Analysis: The data reveals that 40% of respondents are very much concerned about
missing promotions without following updates, and 13% are extremely concerned. A further
34% are moderately concerned, while 9% are slightly concerned, and 4% are not concerned
at all.

Graph 4.9

Interpretation

The graph highlights that a significant majority (87%) of respondents are concerned to some
degree about missing promotions without following Wildcraft’s updates. This suggests that
Wildcraft’s followers feel a strong need to stay updated with promotions, indicating the
importance of maintaining a robust social media presence and frequent updates. To capitalize
on this concern, Wildcraft can enhance its marketing strategies by offering exclusive deals or
early access to promotions for followers, further strengthening the brand's relationship with
consumers.

Table 4.10

The Table Showing the Inclination to engage with interactive content.

Choices Respondents Percentage

Never 4 4%
Rarely 6 6%
Sometimes 30 30%
Often 38 38%
Very often 13 13%
Total 100 100%

Data Analysis: The data shows that 38% of respondents often engage with interactive
content, followed by 30% who sometimes engage. A smaller group (13%) engages very often,
while 6% engage rarely and 4% never engage with interactive content.

Graph 4.10

Interpretation

The graph indicates that interactive content is generally well-received by the majority of
respondents, with 81% engaging at least sometimes. This suggests that Wildcraft's interactive
campaigns, such as polls, quizzes, and contests, are effective in engaging a substantial portion
of their audience. To further increase engagement, Wildcraft could consider increasing the
frequency and variety of interactive content and ensuring it is aligned with the interests and
preferences of their target audience

Table 4.11

The Table Showing the Interest influenced by quality of visuals and information.

Choices Respondents Percentage

Not appealing 5 5%
Slightly appealing 11 11%
Moderately appealing 33 33%
Highly appealing 37 37%
Extremely appealing 14 14%
Total 100 100%

Data Analysis: The data indicates that 37% of respondents find the visuals and information
on Wildcraft’s social media content highly appealing, while 33% find it moderately
appealing. A smaller proportion, 14%, finds the visuals extremely appealing, and 11% find
them slightly appealing. Only 5% find the visuals not appealing at all.

Graph 4.11

Interpretation

The graph reveals that a significant majority (84%) of respondents are positively influenced
by the quality of visuals and information, with the largest group (37%) rating it as highly
appealing. This suggests that Wildcraft's social media content is effectively capturing the
interest of its audience through strong visual appeal and informative content. To further
capitalize on this, Wildcraft could continue to invest in high-quality visuals and clear,
engaging product information to maintain and even boost consumer interest.

Table 4.12

The Table Showing the Relevance of targeted social media advertisements.

Choices Respondents Percentage

Strongly disagree 3 3%
Disagree 7 7%
Neutral 35 35%
Agree 38 38%
Strongly agree 17 17%
Total 100 100%

Data Analysis: The data reveals that 38% of respondents agree with the relevance of targeted
social media advertisements, and 17% strongly agree. However, 35% remain neutral, with
7% disagreeing and 3% strongly disagreeing.

Graph 4.12

Interpretation

The graph indicates a significant portion of respondents (55%) find the targeted
advertisements on Wildcraft’s social media platforms relevant, which indicates that
Wildcraft’s advertising strategies are somewhat effective in reaching their audience.
However, the high neutral response (35%) suggests that there is room for improvement in the
personalization of ads to better resonate with the diverse interests of potential customers. By
further refining their targeting strategies, Wildcraft could enhance the effectiveness of these
ads and increase engagement.

Table 4.13

The table Showing the Impact of ad timing on purchase likelihood.

Choices Respondents Percentage

No impact 2 2%
Low impact 7 7%
Medium impact 35 35%
High impact 39 39%
Very high impact 17 17%
Total 100 100%

Data Analysis: The data reveals that 39% of respondents believe that the timing of
advertisements has a high impact on their likelihood of making a purchase, while 17%
consider it to have a very high impact. Additionally, 35% report a medium impact, and only
9% indicate low or no impact.

Graph 4.13

Interpretation

The graph shows the significant influence of ad timing on purchase likelihood (56% reporting
high to very high impact) indicates that respondents are more likely to engage with
Wildcraft’s products when promotions are timed appropriately, such as during seasonal sales
or special events. This highlights the importance of strategic ad placement, ensuring that
campaigns align with consumer buying patterns. To optimize sales, Wildcraft should consider
implementing targeted ad schedules that correspond to peak buying times, such as holiday
seasons or before outdoor adventures.

Table 4.14

The Table Showing the Outdoor lifestyle reflection through campaigns.

Choices Respondents Percentage

Strongly Disagree 6 6%
Disagree 5 5%
Neutral 33 33%
Agree 41 41%
Strongly Agree 15 15%
Total 100 100%

Data Analysis: The data indicates that 41% of respondents agree that Wildcraft’s social
media campaigns reflect an outdoor lifestyle, and 15% strongly agree. However, 33% remain
neutral, while only a small portion (6%) strongly disagree and 5% disagree.

Graph 4.14

Interpretation

The graph combined 56% of respondents find that Wildcraft’s social media campaigns align
well with an outdoor lifestyle, which resonates strongly with the brand's target audience of
outdoor enthusiasts. However, the neutral responses (33%) suggest that there may still be
room for better alignment or clearer messaging to solidify the connection between Wildcraft's
campaigns and its outdoor brand identity. Future campaigns could benefit from more explicit
outdoor lifestyle messaging to enhance this perceived connection further.

Table 4.15

The Table Showing the Positive influence on brand reputation.

Choices Respondents Percentage

Not at all 4 4%
Slightly 4 4%
Moderately 29 29%
Very Much 44 44%
Extremely 19 19%
Total 100 100%

Data Analysis: The data shows that 44% of respondents feel that Wildcraft’s social media
campaigns positively influence its brand reputation to a very high extent, with 19% stating it
influences the brand's reputation extremely. 73% believe there is a moderate to significant
positive influence. Only 8% of respondents feel the impact is minimal or non-existent.

Graph 4.15

Interpretation

The graph a significant majority (73%) of respondents feel that Wildcraft's social media
marketing strongly contributes to its positive brand reputation. This highlights the
effectiveness of their campaigns in fostering trust and admiration among the target audience.
To continue strengthening its brand reputation, Wildcraft should focus on maintaining and
enhancing their social media presence, emphasizing quality content that aligns with consumer
values and expectations.

Table 4.16

The Table Showing the Concern about product quality based on reviews.

Choice Respondents Percentage

Strongly Disagree 5 5%
Disagree 5 5%
Neutral 27 27%
Agree 39 239%
Strongly Agree 24 24%
Total 100 100%

Data Analysis: The data shows that 63% of respondents agree or strongly agree that social
media reviews influence their perception of Wildcraft's product quality, while only 10%
disagree. 27% of respondents remain neutral.

Graph 4.16

Interpretation

The graph shows the majority of respondents (63%) view product quality as an important
factor when considering Wildcraft products, particularly influenced by reviews on social
media. This indicates that social media marketing, especially customer feedback and reviews,
plays a crucial role in shaping consumer perceptions. Wildcraft should continue leveraging
authentic reviews and testimonials to strengthen the trust in their products and reassure
potential customers.

Table 4.17

The Table Showing the Influence of frequent promotions on purchase decisions.

Choices Respondents Percentage

Never 5 5%
Rarely 4 4%
Occasionally 30 30%
Frequently 37 37%
Always 24 24%
Total 100 100%

Data Analysis: The data shows that 37% of respondents frequently and 24% always feel that
promotions influence their purchase decisions. 30% occasionally consider promotions, while
9% rarely or never find promotions impactful.

Graph 4.17

Interpretation

The graph indicates that most respondents (61%) are influenced by frequent promotions when
making purchasing decisions, with 37% stating they are frequently influenced and 24%
always influenced. This suggests that promotions are a key driver in encouraging customers
to purchase Wildcraft products. On the other hand, a smaller portion (9%) feels promotions
have minimal or no effect on their decisions. It highlights the importance of well-timed and
targeted promotional campaigns for Wildcraft to boost customer engagement and sales.

Table 4.18

The Table Showing the Impact of user-generated content (reviews, testimonials).

Choices Respondents Percentage

Strongly Disagree 2 2%
Disagree 7 7%
Neutral 30 30%
Agree 37 37%
Strongly Agree 24 24%
Total 100 100%

Data Analysis: The data Indicate that Most respondents (61%) either agree or strongly agree
that user-generated content, such as reviews and testimonials, has an impact on their decision-
making process. Only 9% disagree or strongly disagree, while 30% remain neutral.

Graph 4.18

Interpretation

The graph shows that a significant portion of respondents (61%) believe that user-generated
content, such as reviews and testimonials, positively influences their purchasing decisions.
This suggests that potential buyers find value in the experiences and opinions shared by other
customers. With 30% remaining neutral and only 9% disagreeing, it can be concluded that
user-generated content plays a crucial role in shaping consumer perceptions. Wildcraft should
consider incorporating more customer reviews and testimonials into their marketing strategies
to build trust and encourage purchases.

Table 4.19

The Table Showing the Preference for Wildcraft due to engaging social media presence.

Choice Respondents Percentage

Not at all likely 1 1%
Slightly likely 10 10%
Moderately likely 30 30%
Highly likely 38 38%
Extremely likely 21 21%
Total 100 100%

Data Analysis: The data shows that Data Analysis:

59% of respondents are "highly likely" or "extremely likely" to prefer Wildcraft due to its
engaging social media presence, indicating a strong positive influence. Only 11% are less
likely to choose the brand, highlighting the importance of social media in consumer
preference.

Graph 4.19

Interpretation
The graph shows majority (89%) are likely to choose Wildcraft due to its engaging social
media presence, with 38% stating they are "highly likely" and 21% "extremely likely" to
make a purchase. This demonstrates the significant impact of an engaging social media
strategy on influencing consumer preferences. Only 11% of respondents are less likely to
consider Wildcraft, showing a strong correlation between social media engagement and brand
selection. Wildcraft should continue to enhance its social media interactions to maintain and
increase consumer interest.

Table 4.20

Table Showing the Loyalty due to positive social media experiences.

Choices Respondents Percentage

No loyalty 3 3%
Slightly loyalty 7 7%
Moderate loyalty 31 31%
High loyalty 42 42%
Complete loyalty 17 17%
Total 100 100%

Data Analysis: The table outlines most respondents 59% of respondents demonstrate "high"
or "complete" loyalty to Wildcraft due to positive social media experiences, showing a strong
connection with the brand. Only 10% report little or no loyalty, suggesting that the brand’s
social media efforts significantly influence customer loyalty.

Graph 4.20

Interpretation

The graph suggests that Wildcraft’s positive social media interactions foster substantial brand
loyalty among consumers, with a large majority expressing strong or complete loyalty. This
indicates the effectiveness of Wildcraft’s social media strategy in building long-term
customer relationships. Future strategies could focus on enhancing engagement and
satisfaction to maintain and further strengthen this loyalty.

Table 4.21

The Table Showing the Continued purchase despite price due to attachment.

Choices Respondents Percentage

Strongly disagree 2 2%
Disagree 7 7%
Neutral 26 26%
Agree 46 46%
Strongly agree 19 19%
Total 100 100%

Data Analysis: The table outlines most respondents 65% of respondents would continue
purchasing Wildcraft products even if prices were slightly higher, indicating a strong
attachment to the brand. Only 9% of respondents expressed disagreement, suggesting that
price is not a significant deterrent for the majority.

:Graph 4.21

Interpretation

The graph indicates a high level of brand attachment among consumers, with many willing to
overlook higher prices to continue purchasing Wildcraft products. This highlights the
effectiveness of the brand's marketing and customer experience strategies in fostering strong
loyalty. Wildcraft could leverage this attachment to introduce premium offerings or adjust
pricing strategies without risking significant loss in consumer interest.

Table 4.22

The Table Showing the Influence of social media updates on future purchase decisions.

Choice Respondents Percentage

Not at all 2 2%
Slightly 3 3%
Moderately 24 24%
Considerably 45 45%
Significantly 26 26%
Total 100 100%

Data Analysis: The table significant 71% of respondents indicated that social media updates
influence their future purchase decisions to a considerable or significant extent, with 45%
stating "considerably" and 26% stating "significantly." Only 5% of respondents reported no
or minimal influence.

Graph 4.22

Interpretation

The graph highlights the substantial role of social media updates in shaping consumers' future
purchasing behaviours. With most respondents considering these updates impactful,
Wildcraft’s social media strategy plays a crucial role in guiding consumer decisions. This
indicates that maintaining an active, engaging presence on social platforms could lead to
stronger sales and customer retention.

Table 4.23

The Table Showing the Satisfaction with digital presence meeting expectations.

Choices Respondents Percentage

Strongly disagree 4 4%
Disagree 7 7%
Neutral 23 23%
Agree 48 48%
Strongly agree 18 18%
Total 100 100%

Data Analysis: A total of 66% of respondents expressed satisfaction with Wildcraft's digital
presence, with 48% agreeing and 18% strongly agreeing that it meets their expectations. Only
11% of respondents disagreed or strongly disagreed with the digital presence, indicating a
high level of approval.

Graph 4.23

Interpretation
The graph illustrates that most respondents find Wildcraft’s digital presence to be satisfactory
or better, reflecting well on the brand's online strategies. This suggests that the company's
digital platforms, including its website and social media, align with consumer expectations.
To maintain or enhance this satisfaction, Wildcraft should continue focusing on user-friendly
design and engaging content.

Table 4.24

The Table Showing the Concern about consistency in maintaining interest.

Choice Respondents Percentage

Not Concerned 3 3%
Slightly concerned 8 8%
Moderately concerned 22 22%
Very concerned 49 49%
Extremely concerned 18 18%
Total 100 100%

Data Analysis: The table shows a significant 67% of respondents expressed concern about
the consistency of Wildcraft's social media marketing in maintaining their interest. Among
them, 49% are "very concerned," and 18% are "extremely concerned." Only 11% of
respondents reported being "not concerned" or "slightly concerned."

Graph 4.24

Interpretation

The graph indicates a strong concern regarding the consistency of Wildcraft’s social media
marketing efforts. This highlights the importance of maintaining regular and engaging
content to keep consumers interested and invested in the brand. Wildcraft should focus on
consistently updating and diversifying their social media strategies to address these concerns
and retain consumer engagement over time.

Table 4.25

The Table Showing the Satisfaction with ease of accessing product information.

Choice Respondents Percentage

Very Dissatisfied 1 1%
Dissatisfied 4 4%
Neutral 14 14%
Satisfied 61 61%
Very Satisfied 02 20%
Total 100 100%

Data Analysis: The table most respondents (81%) are satisfied with the ease of accessing
product information on Wildcraft's social media platforms, with 61% being "satisfied" and
20% being "very satisfied." Only 5% expressed dissatisfaction, while 14% remained neutral.

Graph 4.24

Interpretation

The graph shows that Wildcraft’s social media platforms are effectively providing product
information to consumers, as most respondents are satisfied with the accessibility of this
information. However, there is still room for improvement, especially in ensuring that all
users find the platform user-friendly and can easily access the information they seek.