Name: Nguyễn Thị Thanh Trà

Class: BBUS 8.5

ID: 31171021407

Before launching a new product, the research department of a company has collected
data from its target consumers measuring:

 Purchase intention for the new product (PUI)

 Perceived price of the new product (PRI)
 Perceived usefulness of the new product (PEU)
 Design of the new product (DES)
 Brand reputation of the company (BRA)
 Age
 Gender

The managers of the company want to know:

1. Among PRI, PEU, DES, BRA, Age and Gender, which factors help to predict
whether target consumers will buy the new product?
2. How strongly the significant factors predict purchase intention of target
consumers?
3. Assume that there is a potential consumer having following characteristics;
identify the probability that they will purchase the new product.
Consumer PEU PRI DES BRA Gender
A 5 5 4 6 Female
 1. Among PRI, PEU, DES, BRA, Age and Gender, which factors help to predict
whether target consumers will buy the new product?

Omnibus Tests of Model Coefficients

Based on Omnibus Tests of Model
Chi-square df Sig. Coefficients table
Step 50.245 6 .000 In the model row, sig.<0.05
Step 1 Block 50.245 6 .000
 The model is relevant.
Model 50.245 6 .000

Hosmer and Lemeshow Test Based on Hosmer and Lemeshow

Step Chi-square df Sig.
Test, Sig. > 0.05 (0.772>0.05)
1 4.864 8 .772
 The model is highly significant.

Variables in the Equation

B S.E. Wald df Sig. Exp(B)

AGE .028 .209 .018 1 .895 1.028

GENDER -.484 .496 .952 1 .329 .616

PRI -.002 .154 .000 1 .989 .998

Step 1a PEU .365 .170 4.619 1 .032 1.441

DES .277 .170 2.658 1 .103 1.319

BRA .430 .192 5.014 1 .025 1.538

Constant -6.736 4.665 2.085 1 .149 .001

a. Variable(s) entered on step 1: AGE, GENDER, PRI, PEU, DES, BRA.

- Sig.(AGE)=0.895 > 0.05, Sig.(GENDER)=0.329 > 0.05, Sig.(PRI)=0.989 > 0.05,

Sig.(DES)=0.103 > 0.05 => AGE, GENDER, PRI, DES are not significant in explaining
whether target customers will buy or not.
- Sig. (PEU)=0.32 < 0.05, Sig.(BRA)=0.25 < 0.05 => PEU, BRA can help to predict
whether target consumers will buy the new product.

2. How strongly the significant factors predict purchase intention of target

consumers?
Model Summary The the Nagelkerke R2 value =
Step -2 Log likelihood Cox & Snell R Nagelkerke R
0.44 The predictors predict 44.4%
purchase intention of target
Square Square
consumers.
1 116.157a .321 .444

a. Estimation terminated at iteration number 6 because

parameter estimates changed by less than .001.
 3. Assume that there is a potential consumer having following characteristics;
identify the probability that they will purchase the new product.
Consumer PEU PRI DES BRA Gender
A 5 5 4 6 Female

Variables in the Equation

B S.E. Wald df Sig. Exp(B)

AGE .028 .209 .018 1 .895 1.028

GENDER -.484 .496 .952 1 .329 .616

PRI -.002 .154 .000 1 .989 .998

Step 1a PEU .365 .170 4.619 1 .032 1.441

DES .277 .170 2.658 1 .103 1.319

BRA .430 .192 5.014 1 .025 1.538

Constant -6.736 4.665 2.085 1 .149 .001

a. Variable(s) entered on step 1: AGE, GENDER, PRI, PEU, DES, BRA.

According to the above table, we have the Function:

Log (PUI) = 0.365PEU + 0.430BRA = 4.405
𝑒 4.405
 P= = 0.988 = 98.8%
1+𝑒 4.405
 The probability that this consumer will purchase the new product is 98.8%