Consumer Behavior according to Demographics - Assignment Example

Demographics The respondents are subdivided into different ifications. One of these ifications is the respondents’ age. There are four categories under the respondents’ age. The respondents are further subdivided into four categories with respect to their age. There are respondents with age ranging from 15 to 25 years old and this group is 27% of the total sample size. Another group of respondents consists of samples with age ranging from 26 to 35 years old. This group is 73% of the total sample size. Table 1 The percentage of respondents according to their age bracket Another classification of respondents is according to their gender. The percentage of male respondents is 47% and the remaining percentage which is 53% goes to female respondents. This is shown in Table 2 below. Table 2 The percentage of respondents according to gender Respondents are also classified according to their life style. As shown in Table 3 below, the percentage of respondents who are active and dedicated is 46% and about 7% for respondents who identified themselves romantic. There are no respondents who are longing for security, relaxed and uninvolved and others. The 13% of respondents find themselves aggressive. Another 7% of the respondents identified themselves single-minded and the remaining 27% find themselves active but lack of time. Table 3 The percentage of respondents according to their lifestyle Scale For the evaluation of the result based on averaging the responses of the respondents, the following scale is defined to evaluate the descriptive level of responses between the respondents. Range of means Descriptive level Interpretation 4.50 – 5.00 Very high Always 3.50 – 4.49 High Often 2.50 – 3.49 Moderate Sometimes 1.50 – 2.49 Low Seldom 1.00 – 1.49 Very low Never The Null Hypothesis In the comparison of means and as part of the test of difference, the null hypothesis (Ho) is always used in this paper to hypothesize that there is no significant difference between the two responses of the two populations. This can be further justified statistically if the probability value (P-value) is greater than 0.05. This means that there is no significant difference observed between the means of the two compared population responses. Thus, Ho is accepted. On the other hand, in the event that the P-value is less than 0.05, then this result suggests a significant difference observed between the means of the two compared population responses. Thus, Ho is rejected. Respondents were given with questionnaires and they were asked to respond to 10 questions in it. First Question The first item is asking the respondents whether friends influence them to watch a film. The responses of the respondents can be affected on how socially active they are in making and hanging out with friends. Respondents who are constantly with friends are convinced to watch films suggested to them by friends. In the selling process, according to Lao (2004), there is a great chance that those friends referred by their friends have the same tastes and interests and will also be interested in a product or service being referred to them. Respondents evaluated this item from 1, 2, 3, 4 or 5 which in ascending order signifies degree of occurrence such as never, seldom, sometimes, often and always respectively. Second Question The second item is asking the respondents whether they are movie fanatic or not. Respondents evaluated this item from 1, 2, 3, 4 or 5 which in ascending order signifies degree of occurrence such as never, seldom, sometimes, often and always respectively. As defined in the Urban Dictionary (2009) website, a movie fanatic is a person who has an addiction to or obsession with movies because they tend to spend their cash on movie theaters or collecting movies in DVD and these are usually store in display. Third Question The third item is asking the respondents if watching a film would make them feel better. Respondents evaluated this item from 1, 2, 3, 4 or 5 which in ascending order signifies degree of occurrence such as never, seldom, sometimes, often and always respectively. From the online survey posted in The Auteurs (2009), most of the respondents believe that watching a movie or film is for entertainment purposes. Thus, even though the responses of respondents may vary, the common ground of watching a film may boil down to entertainment which is about giving fun to oneself to make the feeling much better. Fourth Question The fourth item is asking the respondents if their families have influenced them in deciding to watch a film. Respondents evaluated this item from 1, 2, 3, 4 or 5 which in ascending order signifies degree of occurrence such as never, seldom, sometimes, often and always respectively. Those respondents who constantly hang out and stay socially close with their families are most likely to rate a high rating on this item. Their family can be of high influence to them. After all, as an individual traverses the transition to adulthood, his or her families serve as the main financial and social support (Musick et al 2006). Fifth Question The fifth item is asking the respondents to find out if they believe that watching a film is all part of fun and excitement. Respondents evaluated this item from 1, 2, 3, 4 or 5 which in ascending order signifies degree of occurrence such as never, seldom, sometimes, often and always respectively. Behaviour is determined by intrinsic motivation and this can be observed from a person who is full of excitement (Haworth and Veal 2004). Following this idea, it can be said that respondents who find excitement and fun in watching films have corresponding behaviour towards any movies of some sort that can solely be measured by the amount of their motivation. Sixth Question The sixth item is asking the respondents whether advertisements attract them to watch a film or not. Respondents evaluated this item from 1, 2, 3, 4 or 5 which in ascending order signifies degree of occurrence such as never, seldom, sometimes, often and always respectively. In advertising, message is conveyed through getting attention, holding interest, arousing desire and obtaining action (McCarthy and Perrault 1998). Seventh Question The seventh item is asking the respondents of their awareness on where to find movies today and to where it is better and convenient to watch them. Respondents evaluated this item from 1, 2, 3, 4 or 5 which in ascending order signifies degree of occurrence such as never, seldom, sometimes, often and always respectively. Eighth Question The eighth item is asking the respondents’ satisfaction in watching films. This question is based on their experience. The more they are satisfied, the more they keep on watching over and over again. Respondents evaluated this item from 1, 2, 3, 4 or 5 which in ascending order signifies degree of occurrence such as never, seldom, sometimes, often and always respectively. Ninth Question The ninth item is asking the respondents whether purchasing a film ticket is a big deal to be decided. It can be noticed that respondents who would really spend on film tickets are those who most likely would love to watch a movie and thus, purchasing a ticket is not a big deal to decide for them. Respondents evaluated this item from 1, 2, 3, 4 or 5 which in ascending order signifies degree of occurrence such as never, seldom, sometimes, often and always respectively. Tenth Question The tenth item is asking the respondents of any regret they have with watching film. A higher evaluation on this item implies complete or higher satisfactions somewhere near it. Respondents evaluated this item from 1, 2, 3, 4 or 5 which in ascending order signifies degree of occurrence such as never, seldom, sometimes, often and always respectively. Consumer Analysis In this section, the proponent of this study discusses consumer response on the ten questions given to the respondents. As mentioned earlier, respondents are grouped according to age, gender and lifestyle. In Table 4, the respondents’ average ratings on the ten questions are compared according to gender. As mentioned earlier, a P-value or probability value less than 0.05 would mean statistically significant result. Meaning, the two responses from the two populations have significant difference. That is, one population may have placed a higher rating on an item compared to what is given by the other population or vice versa. In Table 4, the only item with significant difference of response from the respondents is question number 4. In this item, the female respondents have made an evaluation higher than the average response of male respondents. This implies that compared to male respondents, female respondents are most likely influenced by their families to watch films. This suggests that female respondents are socially strong with family ties compared to male respondents. The average rating response of female respondents is not that high though. The rating of 3.38 is a moderate average response. This implies that female respondents and especially male respondents do not usually hang out with their families by watching a film together. The rest of the questions have high to very high average response of the respondents. Question number 1 got moderate average rating response from the respondents. This implies that respondents are most likely not to be influenced by friends to watch films. Question number 2 got a high average rating of response from the respondents. This implies that respondents are most likely movie fanatic. This is the reason why they cannot be influenced by friends because they know what they want and that they know a film to watch. Question number 3 got a high average response rating from the respondents. This implies that watching a film makes the respondents feel better. This is a good indicator that respondents have positive experience on watching films. Question number 5 got a high to a very high average response rating from the respondents. This means that respondents strongly believe that watching a film is all part of fun and excitement. This is a good indicator that watching a film at respondents’ end, is a good venue for leisure hours. Question number 6 got a high average response rating from the respondents. This means that respondents strongly believe that advertisements attract them to watch a film. This further implies that advertisement is a good tool to convince the respondents to go and see the latest film available. Question number 7 got a very high response rating from the respondents. This means that they are all aware where to see and find films of their choice. This further implies that a higher level of awareness was observed from the respondents. Question number 8 got high average response rating from the respondents. This means that respondents are most likely satisfied with the films they have watched. Since respondents chose the film they should watch and most of the time they are not influenced by friends because they know what to watch, their satisfaction must be high on their chosen film. Question number 9 got high satisfaction response rating from the respondents. This means that purchasing a ticket for film is not a big deal for them. Since they are movie fanatics, then to spend something for film does not matter to them. Question number 10 got high average response rating from the respondents. This means that most of the respondents do not regret watching a film since their satisfaction level is relatively higher. All of these results are presented in Table 4. Table 4 Comparison of respondents’ response according to gender.   Q-1 Q-2 Q-3 Q-4 Q-5 Q-6 Q-7 Q-8 Q-9 Q-10 Female Average Response 2.75 4.38 3.75 3.38 4.38 4.13 4.63 3.88 3.63 3.75 Male Average Response 3.43 4.29 4.29 1.71 4.86 3.71 5.00 4.29 4.29 4.14 z computed -1.23 0.17 -1.12 2.84 -1.61 0.82 -1.43 -0.91 -1.4 -0.96 z Critical 2-tailed -1.96 1.96 -1.96 1.96 -1.96 1.96 -1.96 -1.96 -1.96 -1.96 P-value 0.22 0.87 0.26 0.00 0.11 0.41 0.15 0.36 0.16 0.34 Decision Accept Ho Accept Ho Accept Ho Reject Ho Accept Ho Accept Ho Accept Ho Accept Ho Accept Ho Accept Ho Since respondents are classified according to their life style, it is also of interest to find out the result of their overall average response. All the responses of the respondents are high. This means that even if some of them are active but lack of time, their appreciation and understanding about film is higher. Thus, they are most likely to be involved in film watching or other related activities. Table 5 The overall average response from respondents according to their life style Table 6 The overall average response from respondents according to their age bracket In Table 6, the average overall response of respondents according to their age bracket is shown. The result suggests a relatively the same evaluation response. This implies that the age cannot be a significant predictor to suggest the level of exposure to film. This suggests that majority of the respondents are movie fanatics How do customers buy? http://tutor2u.net/business/marketing/buying_decision_process.asp Felix M. Lao Jr. 2004. Creative selling techniques. Anvil Publishing Inc. Philippines Urban Dictionary (2009). Movie fanatic. http://www.urbandictionary.com/define.php?term=movie%20fanatic The Auteurs. (2009). What’s a point of watching a film? http://www.theauteurs.com/topics/4119?page=1#comment_109715 Musick, K. , Bumpass, L. L. and Meier, A. , 2006-08-11 "Influences of Family Structure, Conflict, and Change on Transitions to Adulthood" Paper presented at the annual meeting of the American Sociological Association, Montreal Convention Center, Montreal, Quebec, Canada Online . 2009-05-24 from http://www.allacademic.com/meta/p105085_index.html John T Haworth and A. J. Veal ed. http://books.google.com.ph/books?id=r_fdLC7LsdEC&printsec=frontcover&source=gbs_v2_summary_r&cad=0#v=onepage&q=&f=false E. Jerome McCarthy and William D. Perreault Jr. (1998). Basic Marketing. 9th ed. JMC Press Inc. USA. Read More