EXECUTIVE SUMMARY

We selected the topic factor affecting consumer pre-purchase behavior to check the different variables parent company image, celebrity endorsement, event sponsorship, packaging of product and price, social status and cultural norms then we prepared the questionnaires and filled up through different respondents of Superior University. After conducting the data we coded the questionnaires in SPSS software. We surveyed on different variables and presented the result of data. First of all we computed our variables then applied the descriptive and inferential statistics on our variables. In the descriptive statistics, we applied, five figure summary, box plot and histogram and we gained different results. After that in the part of inferential statistics, we applied correlation and regression test and we checked the mutual relationship between our variables.

Table of contents

Serial No 1. 2. 3 4. 5. 6. 7. 8.

Details Executive summary Leader page Introduction

Theoretical model of gourmet Descriptive Statistics

Page No 2 4 5
6 7 24

Inferential Statistics Discussion References

33 36

DESCRIPTIVE STATISTICS
In descriptive statistics we analyze and describe our data. We interpret the data according to the results.

Five figure summary

Parent company image:

Statistics parentcompanyimage N Valid Missing Mean Median Mode Std. Deviation Minimum Maximum Percentiles 25 50 75 50 0 2.8950 2.7500 2.50 .83923 1.50 4.75 2.5000 2.7500 3.5625

Interpretation:
Five figure summaries are used for scale data in which we analyze mean, median, mode, Standard. Deviation, minimum, maximum, lower quartile and upper quartile .This is the five figures summary of parent company image where our respondents are 50. Our mean (2.8950) median is (2.7500) our mode (2.50) Standard. Deviation (.83923) minimum value is 1.50and maximum value is 4.75 the 25th percentiles is 2.5000 and 75th is 3.5625

Celebrity endorsement:

Statistics Celebrityendorsement N Valid Missing Mean Median Mode Std. Deviation Minimum Maximum Percentiles 25 50 75 50 0 2.8733 2.6667 2.00 .90574 1.33 4.67 2.0000 2.6667 3.6667

Interpretation:
First of all we applied descriptive statistics and for scale data we used five figure summaries in which we analyze mean, median, and mode, standard.Deviation, minimum, maximum, lower quartile and upper quartile. This is the five figures summary of celebrity endorsement where our respondents are 50. Our mean (2.8733) median is (2.6667) our mode (2.00) Standard. Deviation (.90574) minimum value is 1.33() and maximum value is (4.67) the 25th percentiles is (2.000) and 75th is (3.6667).

Event Sponsorship:
Eventsponsership Statistics N Valid Missing Mean Median Mode Std. Deviation Minimum Maximum Percentiles 25 50 75 50 0 2.8800 3.0000 2.00 .84047 1.33 4.67 2.0000 3.0000 3.4167

Interpretation:
Five figure summaries are used for scale data in which we analyze mean, median, and mode, standard. Deviation, minimum, maximum, lower quartile and upper quartile .This is the five figures summary of event sponsorship where our respondents are 50. Our mean (2.8800) median is (3.000) our mode (2.00) standard. Deviation (.84047) minimum value is (1.33) and maximum value is (4.67) the 25th percentiles is (2.0000) and 75th is (3.4167).

Packaging of Product:
Statistics packagingofproduct N Valid Missing Mean Median Mode Std. Deviation Minimum Maximum Percentiles 25 50 50 0 2.9400 3.0000 2.50 .95640 1.00 5.00 2.5000 3.0000

Statistics packagingofproduct N Valid Missing Mean Median Mode Std. Deviation Minimum Maximum Percentiles 25 50 75 50 0 2.9400 3.0000 2.50 .95640 1.00 5.00 2.5000 3.0000 3.5000

Interpretation:
We applied descriptive statistics for scale data we used five figure summaries in which we analyze mean, median, mode, and standard. Deviation, minimum, maximum, upper, lower quartile and upper quartile, this is the five figures summary of packaging of product where our respondents are 50. Our mean (2.9400) median is (3.000) mode (2.50) standard. Deviation (.95640) our minimum value is (1.00) and maximum value is (5.00) the 25th percentiles is (2.5000) and 75th is (3.5000) Price, Social status, Cultural Norms:
Statistics pricesocialstatusculturalnorms N Valid Missing Mean Median Mode Std. Deviation Minimum Maximum Percentiles 25 50 75 50 0 3.0800 3.0000 3.00 .68965 1.50 4.50 2.5000 3.0000 3.5000

Interpretation:
First of all we applied descriptive statistics and for scale data we used five figure summaries in which we analyze mean, median, mode, std.Deviation, minimum, maximum, lower quartile and upper quartile. This is the five figures summary of price, social status and cultural norms where our respondents are 50. Our mean (3.0800) median is (3.0000) our mode (3.00) std.Deviation (.68965) minimum value is (1.50) and maximum value is( 4.50) the 25th percentiles is (2.5000) and 75th is (3.5000).

Histograms Parent company image:

Interpretation:
Histogram is used for scale data. The above histogram shows the normality of parent company image. The nature of variable that used the above graph is scale. The bell shape curve shows that data of parent company image is normally distributed because the mean is (2. 895) are lies from 1.00 to 5.00 and the top of the bell curve lies at 5.3 the standard deviation of parent company image variable is .83923.
Celebrity Endorsement:

Interpretation:
This is the Histogram of celebrity endorsement variable. The histogram shows the normality of celebrity endorsement. The nature of variable is scale. The bell shape curve shows that data of celebrity endorsement is normally distributed because the mean is( 2.8733) are lies from 1.00 to 5.00 and the top of the bell curve lies at 6.7.the standard deviation of celebrity endorsement variable is .90574.

Event Sponsorship:

Interpretation:
This is the histogram of our event sponsorship variable where our mean is 2.88. And our standard deviation is .84047. Normally distribution is shown in the histogram our normal curve lies from .00 to 5.00 and our middle value is 3.00. The histogram has bell shape which shows that data is normally distributed.

Packaging of Product:

Interpretation:
This is the histogram of our packaging of product variable where our mean is 2.94 and our standard deviation is .9564. Normally distribution is shown in the histogram our normal curve lies from .00 to 6.00 and our middle value is 3.00. The histogram has bell shape which shows that data is normally distributed.

Price, Social status, Cultural Norms:

Interpretation:
This is the Histogram of price, social status, cultural norms variable. The histogram shows the normality of price, social status, and cultural norms. The nature of variable is scale. The bell shape curve shows that data of price, social status, and cultural norms is normally distributed because the mean is 3.08 are lies from 1.00 to 5.00 and the top of the bell curve lies at 6.5.the standard deviation of price, social status, cultural norms variable is .68965.

Box Plot Parent company image:

Case Processing Summary Cases Valid N Parentcompanyimage 50 Percent 100.0% N 0 Missing Percent .0% N 50 Total Percent 100.0%

Interpretation:
For examining and comparing of scale data we used box plot. In the above given box plot represent the frequency of parent company image data in which 50 respondents are taken part. The above box plot show 5.00 upper quartiles and 1.7 lower quartiles .our median is 2.7. 75th percentile is round about 3.5 and 25th percentile is 1.4 Celebrity endorsement:
Case Processing Summary Cases Valid N Celebrityendorsement 50 Percent 100.0% N 0 Missing Percent .0% N 50 Total Percent 100.0%

Interpretation:
Comparing of frequency distribution we used box plot. The above histogram displays the frequency celebrity endorsement. The spacings between the different parts of the box help indicate the degree of dispersion (spread) and skewness in the data, and identify outliers. In the above given box plot of our data in which 50 respondents are taken part. The above box plot show 5 upper quartiles and 1.3 lower quartile .our median is 2.6. 75th percentile is round about 3.5 and 25th is 1.4. Event sponsorship:
Case Processing Summary Cases Valid N eventsponsership 50 Percent 100.0% N 0 Missing Percent .0% N 50 Total Percent 100.0%

Interpretation:
Comparing of frequency distribution we used box plot. The above histogram displays the frequency event sponsorship. The spacings between the different parts of the box help indicate the degree of dispersion (spread) and skewness in the data, and identify outliers. In the above given box plot of our data in which 50 respondents are taken part. The above box plot show 5 upper quartiles and 1 lower quartile .our median is 3.0. 75th percentile is round about 3.3 and 25th is 1.4.

Packaging of Product:
Case Processing Summary Cases Valid N packagingofproduct 50 Percent 100.0% N 0 Missing Percent .0% N 50 Total Percent 100.0%

Interpretation:
Comparing of frequency distribution we used box plot. The above histogram displays the frequency packaging of products. The spacings between the different parts of the box help indicate the degree of dispersion (spread) and skewness in the data, and identify outliers. In the above given box plot of our data in which 50 respondents are taken part. The above box plot show 5 upper quartiles and 1 lower quartile .our median is 3.0. 75th percentile is round about 3.3 and 25th is 2.4. Price, social status, cultural norms:
Case Processing Summary Cases Valid N Pricesocialstatusculturalnorm s 50 Percent 100.0% N 0 Missing Percent .0% N 50 Total Percent 100.0%

Interpretation:
Box plot is used to comparing frequency distribution. The above histogram displays the frequency price, social status, cultural norms. The spacings between the different parts of the box help indicate the degree of dispersion (spread) and skewness in the data, and identify outliers. In the above given box plot of our data in which 50 respondents are taken part. The above box plot show 4.50 upper quartiles and 1.50 lower quartiles .our median is 3.3. 75th percentile is round about 4 and 25th is 2.8

INFERENTIAL STATISTICS
In inferential statistics, we check the relationship, strength and direction of data.

Correlation:
Correlation is a statistical process that determine the mutual relationship between two or more variables which are thought to be mutually related in a way that systematic change in the value of one variable are accompanied by systematic change in the other variables.

Hypothesis of v
1) Hypothesis price and management H0 is rejected because value (0.00) is less then p (0.05) value. H1 is accepted because value (0.00) is less then p (0.05) value.

2) Hypothesis price and quality of products Ho is rejected because value (0.001) is less then p (0.05) value. H1 is accepted because value (0.001) is less then p (0.05) value.

3) Hypothesis price and quality of products Ho is rejected because value (0.001) is less then p (0.05) value. H1 is accepted because value (0.001) is less then p (0.05) value.

Correlation of parent company image and packaging of product:

Correlations prceev Spearman's rho prceev Correlation Coefficient Sig. (2-tailed) N packprsc Correlation Coefficient Sig. (2-tailed) N **. Correlation is significant at the 0.01 level (2-tailed). 1.000 . 50 .563
**

packprsc .563
**

.000 50 1.000 . 50

.000 50

Interpretation:
Firstly, we applied inferential statistics to find correlation between two variables. The scatter plot shows liner relationship between two variables. This graph represents the scatter plot of parent company and price, social status, cultural norms. If the difference between Quadratic and linear is less than significant (p) value than the relationship exist and if the difference is greater than significant value then relationship are not exist. So in the above scatter plot the difference is (0.404-0.345=0.59). The value 0.59 is more than p value and both variables are not normally distribution. So there is no relationship exist between two variables and Pearson test not applies in this case. We apply Spearmen test in this case which shows us correct result.