tiểu luận title analyzing fashion clothing brand survey data by working with spss

Living area Out of 500 survey respondents, 78,4% of survey respondents are living in urban areas; 5,8% of people live in the suburbs; 14,2% of people live in rural areas and 0,6% live in

Title: Analyzing fashion clothing brand survey

data by working with SPSS

Lecturer PhD.Trần Triệu Khải

Member : Dang Thi My Duyén

Tran Lé Bitu Lap

Nguyễn Bảo Ngọc Dương Đình Nhân

Lê Ngọc Đan Nhi

Da Nang, 26/5/2023

OKE — MARKETING RESEARCH

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5 Hypothesis test result ố .Ố 14

6 Recommendations for managers 0:: cece ố ee 16 L0 0 0n 17

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1 Research objective

1.1 Research problem

Research issue: Young people's buying habits of fashion brands

1.2 Research variables and measurement methods

04 buying Freq = Ordinal scale (4 levels)

Information = 1 question item

information sources + Other)

1.3 Research hypothesis

- On average, young people only buy a particular type of item from their favorite brand

- On average, young people only buy clothes on a particular channel

- The total number of buying channels that women and men buy from their favorite brands is the same

- There is no difference in the age of customers who buy clothes online and those who do not

- There is no relationship between living areas and online purchase channel selection

- There is no relationship between occupation and online purchase channel selection

- Brand loyalty has a positive effect on the number of items purchased

2 Data preparation

Loyalty variable: Generate the Loy General Loyalty variable according to the formula: Loy =(Loy_1 + Loy_2 + Loy_3 + Loy_4)/4

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Item variable: Create a Sum_Item variable that rep

from the brand according to the formula: Sum_Item : your computer

+ Item_6 + Item_7 + Item_8 + Item_9

- Create aSum_Channel variable that represents the n

to the formula: Sum_Item = Item_1 + Item_2 + Iten._

Ttem_8 + Item_9

- Create an Online_Channel variable that represents whether or not a customer uses an online

purchase channel with the values 0 (Do not use online purchase channel) and | (Use online purchase

channel)

3 Data Descriptive Statistics

3.1 Research sample characteristics

The table shows the mean and standard deviation of the demographic variables:

- Nữ 297 594 594 99.8 Valid -

Khác 1 2 2 100.0 Total 500 100.0 100.0

Among 500 survey respondents, 40,4% of survey respondents are male; 59,4% of people are female The age distribution of survey participants is uneven with more female survey participants The standard deviation between the male and female is 0.495

Giới tính

ham

Bho Bkhac

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b Age

Nhóm tudi

Cumulative Frequency Percent Valid Percent Percent

Valid 1,00 45 9,0 9,0 9,0 2,00 226 45,2 45,2 542 3,00 138 27,6 27,6 81,8 4,00 91 18,2 18,2 100,0 Total 500 100,0 100,0

Of the 500 survey respondents, 9% of the survey respondents are in the 15-17 age group; 45,2% of people are in the 18-22 age group, 27,6% are in the 23-27 age group and 18,2% are in the 28-year- old group or older The age distribution of survey participants is uneven, most of them are between the ages of 18 and 22

Nhóm tuổi

Mi sco

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Đã kết hôn 76 15.2 15.2 95.8 khát 21 42 42 100.0 Total 500 100.0 100.0

According to information collected from 500 respondents between the ages of 15 and 32, the marital status of the respondents is unevenly distributed Most of the respondents are single 403/500 accounts for 80,6% of single people This group of people are mainly students and students who are still studying 15,2% of people are married, this group of people is between the ages of 27 and 32 and are working The rest 4,2%

Tinh trạng hôn nhân

M Dic than MDG kat hon

In the marital status variable, the standard deviation is 0,515

Tinh trang hôn nhân

ve ay!

Tình trạng hồn nhân

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d Monthly income

Thu nhap hang thang

Frequency Percent Valid Percent Cumulative Percent

The income group from 5 to under 10 million ranked second and accounted for 28,4% of the total, followed by the income group from 10 to under 15 million accounted for 16,6%, from 15 to under 20 million accounted for 6,4% and the lowest is the income group over 20 million, accounting for 3,6%

Thu nhap hang thang

BM DudiS witu ding MiTu 5 dén dui 10 tu déng

Hi Tu 10 đến dưới 15 trệu đẳng

Từ 20 triệu đếng trở lên

For the monthly income variable, the standard deviation has a value of 1,094 and the mean is 1,95

Thu nhap hang thang

Thu nhập hàng thang

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e Education level

The educational level of the respondents is not evenly distributed Out of a total of 500 people surveyed, most of them were in the group with a university education, 325, 65% It shows that the respondents are mainly students attending universities

Trình độ giáo dục

Frequency Percent Valid Percent Cumulative

Percent Tiéu hoc, trung hoc 69 13.8 13.8 13.8 Cao dang, nghé 32 6.4 6.4 20.2 Valid Dai hoc 325 65.0 65.0 85.2 Sau dai hoc 74 14.8 14.8 100.0 Total 500 100.0 100.0

Out of 500 survey respondents, 50,8% are students; 21,0% are employees, managers; 9,4% are self-

employed; 9,0% are self-employed, trading; 6,0% are civil servants and public employees; 2,8% and

2,0% are unskilled workers and housewives, respectively; The remaining 8,0% is different

The distribution of survey participants’ occupation is unevenly distributed, most are students (50,8%) and then employees and managers (21,0%)

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Out of 500 survey respondents, 78,4% of survey respondents are living in urban areas; 5,8% of people

live in the suburbs; 14,2% of people live in rural areas and 0,6% live in other areas The distribution

of the survey respondents’ living area is uneven, most of the respondents are living in urban areas

Ihu vực sinh sống

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INgoat 6 BENgoai

a Dichotomy group tabulated at value 1

Out of 500 survey respondents, 26,1% bought T-shirts; 16,7% of people buy shirts; 11,5% of people bought jacket/Vest/Blazer; 10,6% of people bought shorts/badgers; 12,4% of people bought long

9

OKE — MARKETING RESEARCH pants; 11,8% of people bought dresses; 8,9% of people bought dresses and 1,3% of people bought underwear; the remaining 0,8% of people buy other items

It can be seen that the distribution of buying frequency of survey participants is not uniform The

majority focused on the main item of shirts (54,3%) - the most were T-shirts (26,1%)

` 194 388 388 70.4 1.000.000 đồng

1.000.000 đồng — dưới 103 20.6 20.6 91.0 Valid 2.000.000 đồng

2.000.000 đồng — dưới

` 38 7.6 7.6 98.6 5.000.000 đồng

5.000.000 đồng trở lên 7 14 1.4 100.0 Total 500 100.0 100.0

Of the 500 survey respondents, 31,6% spent less than 500,000 VND; 38,8% of people spend from 500,000 VND - under 1,000,000 VND; 20,6% of people spend from 1,000,000 VND - under 2,000,000 VND; 20,6% of people spend from 2,000,000 VND - under 5,000,000 VND and 1,4%

spend from 5,000,000 VND or more The distribution of spending levels of survey participants is uneven Participants mainly buy goods with a spending level of less than 2,000,000 (accounting for 91,0%) This shows that survey respondents only spend moderately on the brand of their choice Few people spend 5,000,000 or more (1,4%) The mean spend is 2,13 and has a standard deviation of 0,991

Lam qua tang 136 16.3% 27.2%

Total 834 100.0% 166.8%

a Dichotomy group tabulated at value 1

Of the 500 respondents who conducted the survey, 52,5% of them shopped for the purpose of daily needs - this shows that people appreciate the essential needs of daily life; 31,1% used for special occasions and 16,3% used as gifts; The remaining 0,1% is used for other purposes

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Mức chỉ tiêu cho mỗi dịp mua quản áo tử thương hiệu:

Valid Khoang 1-21an 162 32,4 32,4 32,4

Khoang 3-4 lần 222 444 444 78,8 Khoảng 5-12 lần 101 20,2 20,2 97,0

It can be seen that the distribution of buying frequency of survey participants is not uniform Most of them focus on 1-2 purchases and 3-4 purchases, very few people buy more than 12 times The average buying frequency is quite low This proves that most of the respondents do not often or rarely buy clothes from their favorite brands

Tan suắt mua quản áo từ thương hiệu này trong 12 tháng qua

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a Dichotomy group tabulated at value 1

In general, there is an uneven distribution between the choice of shopping information channels Based on the above analysis results, it can be seen that most of the respondents choose to buy products

at the store With 410/500 votes on the store category, accounting for 82,0% in the group of buying channels This can confirm that young people's shopping habits are prioritized The second place with 30,4% belongs to the group of E-commerce platforms Ranked 3rd is Genuine Website Channels with

27,4% and last is Social Networks with 17,6%

Nhóm ảnh hưởng xã hội" Mua một mình 319 44.7% 83,8%

Mua với người cùng giới 211 28,6% 422%

Mua với người khác giới 104 14,68% 20,8% Mua với nhóm cä cùng 75 10,5% 15,0%

giới và khác giới Mua với người khác 5 0,7% 1,0% Total 714 100,0% 142.8%

a Dichotomy group tabulated at value 1

There are differences among survey respondents in terms of purchasing habits Of the 500

respondents who conducted the survey, there were: 63,8% of those who bought alone; 42,2% of

people bought with people of the same sex; 20,8% of people bought with the opposite sex; 15% of people bought with groups of both the same and opposite sex; 0,7% of people have bought with other objects

It can be seen that the majority of survey participants often have the habit of buying independently because the rate of buying alone is very high In addition, the rate of buying with people of the same sex is also quite high The heterosexual and mixed groups account for a relatively low proportion

Trang web công ty 101 9,9% 20,2%

Mạng xã hội 342 33,7% 68,4%

Giới thiệu từ người 184 18,1% 32,8%

thân/bạn bè/đồng nghiệp Truyền thông đại chúng 89 8,8% 17,8%

Nguồn khác 1 0,1% 0,2%

Total 1016 100,0% 203,2%

a Dichotomy group tabulated at value 1

Of the 500 respondents who conducted the survey, 63,8% of people know about the brand and product through the store; 20,2% through the company website; 68.4% through social networks; 32,8% through referrals from relatives/friends/colleagues; 17,8% through mass media; 0,2% through other

sources

Survey participants searched for information about brands, products, and brand's advertising and promotions through different sources, and there were significant differences between groups of information sources In the era of the development of social networks, it is not surprising that the majority of respondents often find and know information about brands and products through social networking sites However, direct sources at the store are still favored and account for a high percentage The remaining sources such as the company website, referrals from acquaintances and mass media account for a lower percentage because of less access to the respondents

4 Identify analytical techniques

particular type of item from their favorite

brand

clothes at a particular channel

women and men buy from their favorite | Sum_Channel test

brands is the same

customers who buy clothes online and | Online_Channel | test

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selection

occupation and online purchase channel | Online_Channel

selection

5 Hypothesis test results

Statistical Value

people only buy a t= 32,989 H1> Not qualified

H0: Sum_Item = 1

H1: Sum_Item # 1

HO: Sum_Channel = | 0.05 hypothesis

HI: Sum_ Channel Z 1

from their favorite brands | 7 Equal variances

HI: Sum_ Channel

(Male) £ Sum_ Channel

(Female)

the age of customers who

buy clothes online and

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difference in the age of

clothes online and those

between living areas and

online purchase channel

selection

7,274 p-value = 0,064 >

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HO: Brand loyalty has no

positive effect on the

purchased

H1: Brand loyalty has a

positive effect on the

Young people do not just buy

a particular type of item from

their favorite brand

loving the brand?

- Creatively diversifying fashion items

- Create products that match customer preferences and needs

diversify sales channels to easily reach the needs of young people

The total number of buying

channels that women and

men buy from their favorite

brands is the same

How to effectively optimize the sales strategy towards multiple genders?

Use omnichannel sales strategies

buying channels at the same time,

There is no difference in the

age of customers who buy

clothes online and those who

changing their approach to online purchases?

- Personalize the experience, and

platforms, so that customers can easily access a variety of products

experiences - provide a friendly, easy-to-use interface

between living areas and| areas can access and diversifying shipping partners

between occupation and sales strategy to target| sales channels on the online

customers with many | platform to reach a wide range of