STATISTICAL INFERENCE

INSTRUCTOR:
MR. ADNAN RAUF
ASSIGNMENT:
TERM PROJECT ON ANOVA
SUBMITTED BY:
ATHER ALI (7292)
ARSALAN
IQBAL LALANI (1101)
!AIN AHMED "HAN (92#$)
MASOOD A"RAM (7%&9)
SAAD MATEEN (1099$)
OBJECTIVE OF STUDY
The objective of this study is to e!su"e co#sue"$s %e"ce%tio# o# the b"!#d e&uity of the
f!st food ch!i#s o%e"!ti#' i# (!"!chi) The se*ected f!st food ch!i#s fo" the %u"%ose of this
"ese!"ch !"e (+C, McDo#!*ds, Sub-!y !#d M")Bu"'e")
ANOVA :
I# st!tistics, !#!*ysis of v!"i!#ce .ANO/A0 is ! co**ectio# of st!tistic!* ode*s, !#d thei"
!ssoci!ted %"ocedu"es, i# -hich the obse"ved v!"i!#ce i# ! %!"ticu*!" v!"i!b*e is
%!"titio#ed i#to co%o#e#ts !tt"ibut!b*e to diffe"e#t sou"ces of v!"i!tio#) I# its si%*est
fo" ANO/A %"ovides ! st!tistic!* test of -hethe" o" #ot the e!#s of seve"!* '"ou%s !"e
!** e&u!*, !#d the"efo"e 'e#e"!*i1es t2test to o"e th!# t-o '"ou%s) Doi#' u*ti%*e t-o2
s!%*e t2tests -ou*d "esu*t i# !# i#c"e!sed ch!#ce of coitti#' ! ty%e I e""o") +o" this
"e!so#, ANO/As !"e usefu* i# co%!"i#' t-o, th"ee o" o"e e!#s)
The F-test
The +2test is used fo" co%!"iso#s of the co%o#e#ts of the tot!* devi!tio#) +o" e3!%*e,
i# o#e2-!y o" si#'*e2f!cto" ANO/A, st!tistic!* si'#ific!#ce is tested fo" by co%!"i#'
the + test st!tistic
4he"e,
I 5 #ube" of t"e!te#ts
!#d
nT 5 tot!* #ube" of c!ses
HISTORY OF FAST FOOD RESTAURANTS IN
PAKISTAN
The co#ce%t of f!st food "est!u"!#ts ee"'ed i# the e!"*y 6789$s i# :!;ist!#) The fi"st
b"!#d i# this c!te'o"y -!s M")Bu"'e" !#d thus it h!s the fi"st ove" !dv!#t!'e o# -hich
it cou*d #ot b!#; u%o# due to the !dve#t of i#te"#!tio#!* f!st food ch!i#s *i;e (+C,
McDo#!*ds !#d Sub-!y)
TARGET MARKET
The"e is ! !";ed diffe"e#ce i# the custoe" b!se of the se*ected b"!#ds)(+C !#d
McDo#!*ds t!"'et the 'e#e"!* %ub*ic !#d they do #ot %osses !#y st"o#' #iche, -he"e!s
Sub-!y !#d M")Bu"'e" e#joy ! st"o#' %"ese#ce i# thei" "es%ective c*uste"s)
SELECTED OUTLET
(+C SMC<S Out*et
McDo#!*ds Se! /ie- Out*et
M") Bu"'e" Bo!ti#' B!si#
Sub-!y =!1!!
BRAND EQUITY
B"!#d e&uity is ! set of !ssets .!#d *i!bi*ities0 *i#;ed to b"!#d$s #!e !#d sybo* th!t
!dds to .subt"!cts f"o0 the v!*ue %"ovided by ! %"oduct o" se"vice to ! fi" !#d >to th!t
fi"$s custoe"s)
The !jo" b"!#d !ssets c!te'o"ies !"e:
B"!#d A-!"e#ess
B"!#d Us!'e
B"!#d ?ud'e#t
B"!#d :e"fo"!#ce
B"!#d I!'e"y
The focus of the study is B"!#d E&uity) B!sed o# the fo"e'oi#' *ite"!tu"e su"vey v!"i!b*es
se*ected !#d thei" "e*!tio#shi%s !"e de%icted be*o-:
PREFER TO EAT
VISITED
BRAND
USAGE
PREDICTING VARIABLE
ATTITUDE
SATISFICATION
PERFORMANCE
JUDGEMENT
ATTRACTIVE
DELICIOUS
AWARENESS
BUYING
IMAGERY
PLEASANT MEMORY
OCCASIONS
BRAND EQUALITY.
GENDER
LOCATION
OCCUPATION
INCOME
AGE
DEMOGRAPHICS
HYPOTHESIS
O# the b!sis of !#!*ysis of v!"i!#ce -e tested the hy%othesis)
<9 : the"e is #o si'#ific!#t diffe"e#ce of the "es%o#de#t$s o%i#io#s o# the b"!#d
e&uity of the subject b"!#ds i)e) (+C, McDo#!*d, M")Bu"'e" !#d Sub-!y
The s!%*e of 8@ "es%o#de#ts -!s t!;e# o# ! #o#2"!#do b!sis !#d the deo'"!%hics
!#d %sycho'"!%hics -e"e !#!*y1ed i# te"s of:
AGE INCOME
GENDER AUABI+ICATION
<OUSE<OBD SI=E RESIDENCE
+AMIBY TY:E :RO+ESSION
ORGANI=ATION :RE+ERENCES
MEAN, MEDIAN AND MODE
(+C (+C MCDONABDS MCDONABDS SUB4AY SUB4AY MR)BURGER MR)BURGER
MEAN MEAN @)7C @)7C @)D6 @)D6 @)67 @)67 @)6@ @)6@
MEDIAN MEDIAN D)69 D)69 @)E9 @)E9 @)@9 @)@9 @)69 @)69
MODE MODE D)F D)F @)E @)E @)D @)D F)E F)E

STEP 1 Est!"#$sh the h%&'thes$s
H0: G65 G F5 G @5 G D
H': G6H GF H G@ H GD
H0 : the"e is #o si'#ific!#t diffe"e#ce of the "es%o#de#t$s o%i#io#s o# the b"!#d
e&uity of the subject b"!#ds i)e) (+C, McDo#!*d, M")Bu"'e" !#d Sub-!y
H' : the"e is ! si'#ific!#t diffe"e#ce of the "es%o#de#t$s o%i#io#s o# the b"!#d e&uity
of the subject b"!#ds i)e) (+C, McDo#!*d, M")Bu"'e" !#d Sub-!y
STEP ( Le)e# '* s$+,$*$-!,-e
( )0.0&
STEP . De+/ee '* */ee0'1
Tot!* #o) of t"e!te#ts N5 @@F
No) of t"e!te#ts ( 5 D
Df 5 (26, N2(
5 D26, @@F2D
5 @,@F8
STEP 2 C'1&3t!t$',
SST 5IJ
F
2.IJ0
F
>#

5DDC)E82C9C@9)D>@@F

SST5F7@)C8
SSTR5I .KT0
F
2.IJ
0F
>#
568E)62C9C@9)D>@@F

SSTR5@D)7
SSE5SST2SSTR

5 F7@)C82@D)7

SSE 5FC8)L8
STEP 4 TABLE
This hy%othesis -!s tested th"ou'h o#e2-!y ANO/A !#d the su!"i1ed "esu*ts !"e
%"ese#ted be*o-:
SOURCES SOURCES SS SS D+ D+ MS MS +c!* +c!* +t!b +t!b
T"e!te#t T"e!te#t @D)7 @D)7 @ @ 66)L@ 66)L@ 6D)EC 6D)EC F)L@ F)L@
E""o" E""o" FC8)L8 FC8)L8 @F8 @F8 9)E7 9)E7

TOTAB TOTAB F7@)C8 F7@)C8 @@6 @@6

STEP 5 DECISION
At 7CM co#fide#ce *eve* !#d df .@,@F80, the + c"itic!* v!*ue of F)L@ is *ess th!# the +
c!*cu*!ted v!*ue of 6D)EC)+ Nv!*ue *ies i# the c"itic!* "e'io# the"efo"e -e "eject <o, so
the"e is ! si'#ific!#t diffe"e#ce b>- "es%o#de#ts)
CONCLUSION
At 7CM co#fide#ce *eve* !#d .@,@F80 de'"ee of f"eedo, the + c"itic!* v!*ue of
F)L@, is *ess th!# the + c!*cu*!ted v!*ue of 6D)EC)the"efo"e the"e is ! si'#ific!#t
diffe"e#ce of "es%o#de#ts$ o%i#io#s "e'!"di#' the b"!#d e&uity of the se*ected f!st
food b"!#ds)
(+C h!s the hi'hest b"!#d i!'e -ith ! e!# of @)7C fo**o-ed by McDo#!*d
.@)D60, Sub-!y .@)670 !#d M")Bu"'e" .@)6@0)
BRAND TRACKING SURVEY 6BRAND EQUITY7
QUESTIONARE
Q1 A*+ ,(-. /+'01)

6C2F9
F62FC
FL2@9
@92@C
@L2!bove
Q2 Q2'3-4-5'6-7.

M!t"icu*!tio#
I#te"edi!te
G"!du!tio#
M!ste"s
:ost '"!du!tio#
Q% 8+.9+0

M!*e
+e!*e
Q I.57:+

Bess th!# C999
C999269999
6999926C999
6C9992F9999
F9999 !#d !bove
Q& H721+;739 1-<+
F2C
L269
69 !#d !bove
Q#P3+'1+ :'0= 6;+ '0+' 74 /720 0+1-9+.5+
S!dd!"
Defe#ce
C*ifto#
:EC<S
Gu*sh!#
+)B !"e!
N!1i!b!d
No"th N!1i!b!d
Q7>;-5; 4':-3/ 6/?+ /72 3-@+ -.A

?oi#t
I#de%e#de#t
Q$>;-5; ?074+11-7. '0+ /72 -.A
M!";eti#'
E#'i#ee"i#'
Docto"
Se*f2e%*oyed
B!#;e"
Te!che"
Othe"
Q9>;-5; 6/?+ 74 70*'.-<'6-7. /72 B70= -.A
:"iv!te
Mu*ti#!tio#!*
Doestic
Sei 'ove"#e#t
:ub*ic
Se*f o-#ed
Soci!* e#te"%"ise
Q10H7B 40+C2+.63/ /72 9-.+ 726A
O#ce ! -ee;
T-ice ! -ee;
Mo"e th!# t-ice ! -ee;
De%e#ds o# ood
Q11>-6; B;7: /72 40+C2+.63/ 9-.+ 726A
A*o#e
+"ie#ds
+!i*y
:ee"s
Q12>;'6 -1 /720 ?0+4+0+.5+ -. 9-.-.* 726A
+!st food
+!i*y "est!u"!#ts
<ote*s
I#fo"!* food out*et
A8ARENESS
Q1%R'6+ 6;+ 47337B-.* D0'.91 -. 6+0:1 74 /720 'B'0+.+11A (& D+-.* ;-*; '.9 1
D+-.* 37B)
(+C C D @ F 6
McDo#!*ds C D @ F 6
Sub-!y C D @ F 6
M")Bu"'e" C D @ F 6
Q1R'6+ 6;+ 47337B-.* D0'.91 /72 B7239 57.1-9+0 D2/-.*A (& D+-.* ;-*; '.9 1
D+-.* 37B)
(+C C D @ F 6
McDo#!*ds C D @ F 6
Sub-!y C D @ F 6
M")Bu"'e" C D @ F 6
USAGE
Q1& R'6+ 6;+ 4'16 4779 /72 B7239 ?0+4+0 67 +'6A
(+C C D @ F 6
McDo#!*ds C D @ F 6
Sub-!y C D @ F 6
M")Bu"'e" C D @ F 6
Q1# R'6+ 6;+ 4'16 4779 /72 ;'@+ @-1-6+9 3'16 :7.6;A
(+C C D @ F 6
McDo#!*ds C D @ F 6
Sub-!y C D @ F 6
M")Bu"'e" C D @ F 6
JUDGEMENT
Q17 H7B 4'@70'D3+ -1 /720 '66-629+ 67B'091 6;+ 4'16 4779 D0'.91 /72 ;'@+ +'6+.
B-6;-. 3'16 :7.6;A
(+C C D @ F 6
McDo#!*ds C D @ F 6
Sub-!y C D @ F 6
M")Bu"'e" C D @ F 6
Q1$ H7B B+33 6;+ 47337B-.* D0'.91 1'6-14/ /7201 .++91O
(+C C D @ F 6
McDo#!*ds C D @ F 6
Sub-!y C D @ F 6
M")Bu"'e" C D @ F 6
PERFORMANCE
Q19>;-5; D0'.9 ?'5=-.* ;'1 '. '660'56-@+ 377=A
(+C C D @ F 6
McDo#!*ds C D @ F 6
Sub-!y C D @ F 6
M")Bu"'e" C D @ F 6
Q20>;-5; D0'.91 '0+ :70+ 9+3-5-721 67 +'6A
(+C C D @ F 6
McDo#!*ds C D @ F 6
Sub-!y C D @ F 6
M")Bu"'e" C D @ F 6
IMAGERY
Q21>;-5; D0'.9 97 /72 6;-.= D0-.* ?3+'1'.6 :+:70/O
(+C C D @ F 6
McDo#!*ds C D @ F 6
Sub-!y C D @ F 6
M")Bu"'e" C D @ F 6
Q22C7239 /72 +'6 6;+ 4'16 4779 -. @'0-721 1-62'6-7. '.9 755'1-7.1A
(+C C D @ F 6
McDo#!*ds C D @ F 6
Sub-!y C D @ F 6
M")Bu"'e" C D @ F 6