CHAPTER IV

RESULTS

Statistics
age of gender of qualification avgCBB avgPI avgSM avgPV avgPR
respondents respondents of M
respondents
Valid 300 300 300 300 300 300 300 300
N Missin 1 1 1 1 1 1 1 1
g
Mean 1.32 1.55 2.02 8.3267 10.9600 11.2867 12.2933 13.5067

Median 1.00 2.00 2.00 8.0000 11.0000 8.0000 12.0000 15.0000

Mode 1 2 2 4.00 11.00 8.00 12.00a 16.00

a. Multiple modes exist. The smallest value is shown

4.1 Descriptive Analysis

Frequency Table

Age
Frequency Percent Valid Percent Cumulative
Percent
20-23 229 76.1 76.3 76.3
24-27 55 18.3 18.3 94.7
Valid 28-31 8 2.7 2.7 97.3
32-35 8 2.7 2.7 100.0
Total 300 99.7 100.0
Missing System 1 .3
Total 301 100.0

Our respondents from which we collected data were of different age groups but the highest
number of frequencies of respondents were 229 of age group between 20-23 years.
 Gender
Frequency Percent Valid Percent Cumulative
Percent
male 134 44.5 44.7 44.7
Valid female 166 55.1 55.3 100.0
Total 300 99.7 100.0
Missing System 1 .3
Total 301 100.0

The data for this questionnaire was collected from male and female gender groups and
according to the final survey female gender group responded the most highest with the
frequency of 166.

Qualification
Frequency Percent Valid Percent Cumulative
Percent
intermediate 47 15.6 15.7 15.7
bachelor's 206 68.4 68.7 84.3
42 14.0 14.0 98.3
Valid masters/MPhil

others 5 1.7 1.7 100.0

Total 300 99.7 100.0
Missing System 1 .3
Total 301 100.0

Before collecting the data various type of qualifications were entered which included
intermediate, bachelors and from master/ Mphil group, so when the questionnaire was rotated
among these age groups the respondents from bachelors group responded the most and their
frequency was 206, which means theses people had more respondents.
 Frequency Analysis of Participants

Table 4.1

Frequency Percentage

Gender

Female 166 45%

Male 134 55%

Age

20-23 229 76%

24-27 55 18%

28-31 8 3%

32-35 8 3%

Qualification

Intermediate 47 16%

Bachelors 206 68%

Masters/ Mphil 42 14%

4.2 Reliability Analysis

Consumer Buying Behavior

Cronbach's N of Items
Alpha

.755 4

Since the value of Cronbach Alpha is used for testing the reliability of the data. In this data of
Consumer Buying Behavior the value of Cronbach Alpha is 0.755 which is greater than 0.7
so the items of scale used to measure is reliable, internally consistent and acceptable. Its
internal consistency is good.

Purchase Intension

Cronbach's N of Items
Alpha

.779 4

Since the value of Cronbach Alpha is used for testing the reliability of the data. In this data of
Purchase Intension the value of Cronbach Alpha is 0.779 which is greater than 0.7 so the
items of scale used to measure is reliable internally consistent and acceptable. Its internal
consistency is good.

Social Media Marketing

Cronbach's N of Items
Alpha
.866 4

Since the value of Cronbach Alpha is used for testing the reliability of the data. In this data of
Social Media Marketing the value of Cronbach Alpha is 0.866 which is greater than 0.7 so
the items of scale used to measure is reliable internally consistent and acceptable. Its internal
consistency is very good.

Promotion
 Cronbach's N of Items
Alpha
.869 4

Since the value of Cronbach Alpha is used for testing the reliability of the data. In this data of
Promotion the value of Cronbach Alpha is 0.869 which is greater than 0.7 so the items of
scale used to measure is reliable internally consistent and acceptable. Its internal consistency
is very good.

Perceived Value
Cronbach's N of Items
Alpha
.775 4

Since the value of Cronbach Alpha is used for testing the reliability of the data. In this data of
Perceived Value the value of Cronbach Alpha is 0.775 which is greater than 0.7 so the items
of scale used to measure is reliable internally consistent and acceptable. Its internal
consistency is good.

Table 4.2
Reliability of Scale

Cronbach’s alpha
Scale No. of items Level of Reliability
value

1. Consumer Buying
4 0.755 Good
Behavior

2. Purchase Intension 4 0.779 Good

3. Social Media
4 0.866 Very Good
Marketing

4. Promotion 4 0.869 Very Good

5. Perceived Value 4 0.775 Good

4.3 Correlation Analysis

 Table 4.3

Correlations

AvgCBB avgPI avgSMM avgPV avgPR

Pearson Correlation 1 .143* .866** .168** .335**

avgCBB Sig. (2-tailed) .013 .000 .003 .000

N 300 300 300 300 300

* ** **
Pearson Correlation .143 1 .180 .689 .286**
avgPI Sig. (2-tailed) .013 .002 .000 .000
N 300 300 300 300 300
Pearson Correlation .866** .180** 1 .214** .319**
avgSMM Sig. (2-tailed) .000 .002 .000 .000
N 300 300 300 300 300
** ** **
Pearson Correlation .168 .689 .214 1 .364**
avgPV Sig. (2-tailed) .003 .000 .000 .000
N 300 300 300 300 300
** ** ** **
Pearson Correlation .335 .286 .319 .364 1

avgPR Sig. (2-tailed) .000 .000 .000 .000

N 300 300 300 300 300

*. Correlation is significant at the 0.05 level (2-tailed).

**. Correlation is significant at the 0.01 level (2-tailed).

Interpretations of Correlation Coefficients

1. Consumer Buying Behavior and Purchase Intension

The correlation coefficient between consumer buying behavior and purchase intension is
0.143 which indicates weak negative correlation between them. Its p value is 0.013 which is
greater than alpha value 0.01. Hence the correlation is statistically insignificant.

2. Consumer Buying Behavior and Social Media Marketing

The correlation coefficient between consumer buying behavior and social media marketing is
0.866 which indicates strong positive correlation between them. Its p value is 0.000 which is
less than alpha value 0.01. Hence the correlation is statistically significant.

3. Consumer Buying Behavior and Perceived Value

The correlation coefficient between consumer buying behavior and perceived value is 0.168
which indicates weak negative correlation between them. Its p value is 0.003 which is less
than alpha value 0.01. Hence the correlation is statistically significant.

4. Consumer Buying Behavior and Promotion

The correlation coefficient between consumer buying behavior and promotion is 0.335 which
indicates moderate correlation between them. Its p value is 0.000 which is less than alpha
value 0.01. Hence the correlation is statistically significant.

5. Purchase Intension and Social Media Marketing

The correlation coefficient between purchase intention and social media marketing is 0.180
which indicates weak negative correlation between them. Its p value is 0.002 which is less
than alpha value 0.01. Hence the correlation is statistically significant.

6. Purchase Intension and Perceived Value

The correlation coefficient between purchase intension and perceived value is 0.689 which
indicates moderate correlation between them. Its p value is 0.000 which is less than the alpha
value 0.01. Hence the correlation is statistically significant.

7. Purchase Intension and Promotion

The correlation coefficient between purchase intension and promotion is 0.286 which
indicates weak negative correlation between them. Its p value is 0.000 which is less than the
alpha value 0.01. Hence the correlation is statistically significant.

8. Social Media Marketing and Perceived Value

The correlation coefficient between social media marketing and perceived value is 0.214
which indicates weak negative correlation between them. Its p value is 0.000 which is less
than the alpha value 0.01. Hence the correlation is statistically significant.

9. Social Media Marketing and Promotion

The correlation coefficient between social media marketing and promotion is 0.319 which
indicates moderate correlation between them. Its p value is 0.000 which is less than the alpha
value 0.01. Hence the correlation is statistically significant.
10. Perceived Value and Promotion
The correlation coefficient between perceived value and promotion is 0.364 which indicates
moderate correlation between them. Its p value is 0.000 which is less than the alpha value
0.01. Hence the correlation is statistically significant.

4.4 Regression Analysis

Variables Entered/Removeda

Model Variables Variables Method

Entered Removed

avgPR, avgPI, . Enter

1 avgSMM,
avgPVb

a. Dependent Variable: avgCBB

b. All requested variables entered.

Model Summaryb

Model R R Square Adjusted R Std. Error of the Durbin-Watson

Square Estimate
a
1 .869 .755 .752 2.06975 .983

a. Predictors: (Constant), avgPR, avgPI, avgSMM, avgPV

b. Dependent Variable: avgCBB

Interpretation of R
As the value of R is 0.869 which means there is a strong positive correlation between
dependent ……___________________________??????????????????????????????

Interpretation of R2
The value of R2 is 0.775 by converting it into percentage gives us 77.5% which means 77.5%
variation of Dependent Variable Consumer Buying Behavior
________________________________________________________????????????????????

ANOVAa
Model Sum of Squares df Mean Square F Sig.

Regression 3900.244 4 975.061 227.612 .000b

1 Residual 1263.743 295 4.284

Total 5163.987 299

a. Dependent Variable: avgCBB

b. Predictors: (Constant), avgPR, avgPI, avgSMM, avgPV

Coefficientsa

Model Unstandardized Coefficients Standardized t Sig.

Coefficients

B Std. Error Beta

(Constant) -1.880 .557 -3.372 .001

avgPI -.006 .048 -.005 -.136 .892

1 avgSMM .869 .031 .850 27.776 .000

avgPV -.048 .052 -.038 -.934 .351

avgPR .078 .032 .079 2.471 .014

a. Dependent Variable: avgCBB

Y= (-1.880)+ (-0.006)X1 + 0.869X2 + (-0.048)X3 + 0.078X4

Y= -1.880 – 0.006X1 + 0.869X2 – 0.048X3 + 0.078X4

Interpretations
Alpha (α) = 0.144
This is the value of Y or dependent variable Consumer Buying Behavior when all
independent variables, mediators and moderators are 0.

1. Purchase Intension β1
If there is 1 unit increase in Purchase Intension β1 dependent variable consumer buying
behavior will decrease by -0.006 holding Social Media Marketing (β2), Perceived Value
(β3) and Promotion (β4) constant.

2. Social Media Marketing β2

If there is 1 unit increase in Social Media Marketing β2 dependent variable consumer
buying behavior will increase by 0.869 holding Purchase Intension (β1), Perceived Value
(β3) and Promotion (β4) constant.
 3. Perceived Value β3
If there is 1 unit increase in Perceived Value β3 dependent variable consumer buying
behavior will decrease by -0.048 holding Purchase Intension (β1), Social Media
Marketing (β2) and Promotion (β4) constant.

4. Promotion β4
If there is 1 unit increase in Promotion β4 dependent variable consumer buying behavior
will increase by 0.078 holding Purchase Intension (β1), Social Media Marketing (β2) and
Perceived Value (β3) constant.

4.5 Assumptions of Regression Analysis

The assumptions of regression that tested by using the SPSS software. All assumptions has
been discussed individually with related tabular and graphical representation.

 Normality of errors
 No multicollinearity
 No auto correlation
 Heteroscedasticity or no homoscedasticity

4.5.1 Normality of Errors

The Normality of errors can be explain through a P-P Plot and histogram.
 Interpretation of Histogram and P-P Plot

According to the results of P-P plot and Histogram, P-P Plot is straight line and histogram is
bell shaped so their exist normality of errors. This means that errors are normally distributed
and average of errors is 0. Thus the assumption is satisfied.

4.5.2 No or little Multicollinearity in the data

Coefficients

Model Unstandardized Coefficients Standardized t Sig. Collinearity Statistics

Coefficients

B Std. Error Beta Tolerance VIF

 (Constant) -1.880 .557 -3.372 .001

avgPI -.006 .048 -.005 -.136 .892 .523 1.912

1 avgSMM .869 .031 .850 27.776 .000 .886 1.128

avgPV -.048 .052 -.038 -.934 .351 .492 2.031

avgPR .078 .032 .079 2.471 .014 .805 1.242

a. Dependent Variable: avgCBB

Interpretation of Purchase Intension

The tolerance of Purchase Intension is 0.523 and VIF is 1.912 which shows that there is little
multicollinearity which is acceptable because tolerance is near 1 and VIF is greater than 1
then multicollinearity doesn’t exist and assumptions are satisfied.
Interpretation of Social Media Marketing
The tolerance of Social Media Marketing is 0.886 and VIF is 1.128 which shows that as there
is high tolerance so low multicollinearity. As tolerance is near 1 and VIF is greater than 1
then multicollinearity doesn’t exist and hence the assumption is satisfied.
Interpretation of Perceived Value
The tolerance of Perceived Value is 0.492 and VIF is 2.031 which shows that as there is low
tolerance so high multicollinearity. As tolerance is between 0-1 and VIF is greater than 1 so
multicollinearity exist and assumption is satisfied.
Interpretation of Promotion
The tolerance of Promotion is 0.805 and VIF is 1.242 which indicates there is high tolerance
so low multicollinearity. As the toleration is near to 1 and VIF value is greater than 1 so the
assumption is satisfied and multicollinearity also exists.

4.5.3 Auto Correlation

Model Summary

Model R R Square Adjusted R Std. Error of the Durbin-Watson

Square Estimate

1 .869a .755 .752 2.06975 .983

a. Predictors: (Constant), avgPR, avgPI, avgSMM, avgPV
b. Dependent Variable: avgCBB

Interpretation of Durbin Watson

As the value of Durbin Watson is 0.983 so it has positive auto correlation as the value lies
between 0-1.5 and the assumption is not satisfied.

4.5.4 Heteroscedasticity

Interpretation
The last assumption of linear regression analysis makes is heteroscedastic. The scatter plots
of Residuals against expected values are a excellent way to check heteroscedasticity. As the
scatterplot shows a negative trend in the graph this means that it has perfect negative
correlation. As the above figure is a scatter plot which shows that there is trend in the graph,
so it is heteroscedasticity. So this assumption and the trend is also not satisfied.