Data Analysis and Presentation 4.1. Chapter Introduction: Respondents' Occupation Table 4.1: Respondents Occupation

CHAPTER 4
DATA ANALYSIS AND PRESENTATION
4.1. Chapter Introduction

This chapter includes the output of the research. To achieve the objectives of a
research study, it is very essential to use appropriate statistical measures to analyze
the collected data. As well as it is important to interpret the analyzed data clearly and
accurately which primarily enable the research to obtain correct results in accordance
to the stated objectives of research study. According to this study, the researcher has
analyzed the effect of CSR practices on customer purchase intentions in the North-
Western province, Sri Lanka. To come up with the results, the researcher has used
SPSS 16.0 analytical tool and both graphical and tabulation methods are used as
descriptive statistics.
4.2 Overview of the Sample

The sample of the study consists with 384 respondents from the total population. Five
questions have been used for collecting demographic information of the respondents
and these questions include occupation, gender, age, marital status and monthly
income level.
The collected demographic data has been analyzed and presented as follows.
Respondents’ Occupation
Table 4.1: Respondents Occupation
Percentage
Frequency %
Valid Paid Employee 242 63.0
Retired 27 7.0
House Wife 46 12.0
Self-Employed 31 8.1
Student 38 9.9
Total 384 100.0
(Source: SPSS output from survey data)
Figure 4.1: Respondents’ Occupation
(Source: SPSS output
According to the above table and the graph highest number of respondents are paid
employees. 68.02% of respondents are in this category. 11.98%, 9.90%, 8.07%,
7.03% respondents are house wives, students, self-employees and retired persons
respectively. The majority of the people in this sample who are in North-Western
province are engaging in any kind of job. Paid employees are the people who pay
much consideration about the purchasing. Because they always seek how far it is fair
to pay money over products and services. As well as specially housewives know how
to manage household chores through efficient purchasing. Students, self-employed
peoples and retired persons also concern about their purchasing while making their
purchasing decisions.
Respondents’ Gender
Table 4.2: Respondents’ Gender
Percentage
Frequency %
Valid Male 204 53.1
Female 180 46.9
Total 384 100.0
Figure 4.2: Respondents’ Gender
According to above analysis, majority of respondents are included the category of

male. That is 53.12% of respondents are male while rests 46.88% of respondents are
females.
Age Distribution
Table 4.3: Respondents’ Age Distribution
Percentage Valid
Frequency % Percentage
Valid 15-25 59 15.4 16.7
26-35 85 22.1 24.0
36-45 122 31.8 34.5
46-55 65 16.9 18.4
>56 23 6.0 6.5
Total 354 92.2 100.0
Missing System 30 7.8
Total 384 100.0
(Source: SPSS output from
According to above frequency table the highest number of respondents’ age lies
between 36-45 years. Only 23 respondents are over 56 years. Following figure shows
the age representation according to the percentage value.
Figure 4.3: Respondents’ Age Distribution
As shown in the above graph, 34.46% of respondents are lie on the age between 36-45
years. 24.01% of respondents are from the 26-35 years category. 18.36% and 16.67%
respondents are in 46-55 and 15-25 categories respectively. And only 6.50% of
respondents are lie on the age over 56 years.
Marital Status
Table 4.4: Marital Status of Respondents
Percentage
Frequency %
Valid Single 102 26.6
Married 282 73.4
Total 384 100.0
More than half of the respondents that is 73.4% of the sample are married and there
are only 26.6% respondents that are unmarried. Most of the respondents are in the
middle age group and therefore this is possible. It can be presented with percentages
as follows,
Figure 4.4: Marital Status of Respondents
(Source: SPSS
Respondents’ Monthly Income Level
Table 4.5: Respondents’ Monthly Income Level
Frequency Percentage %
Valid Less than 15000 18 4.7
15000-25000 76 19.8
25000-45000 164 42.7
45000-65000 40 10.4
65000-75000 6 1.6
More than 75000 3 .8
Unemployed/
77 20.1
Student
Total 384 100.0
Figure 4.5: Respondents’ Monthly Income Level
(So
urc
e:
SPSS output from survey data)
As data shown in the above table and bar chart, majority of respondents are lie on the
25000- 45000 income level that is 164 respondents are in this category. There are
only 3 respondents who have monthly income which exceed the RS. 75000 while
there are 18 respondents have monthly income which less than RS. 15000. As well as
there are 77 respondents are either students or unemployed.
4.3. Assessing Reliability

Cronbach’s Alpha is a tool for assessing reliability of the dataset which means that
this measure the internal consistency of the data set of the study. Cronbach’s Alpha
coefficient is a statistic for internal reliability, values ranging from 0 to 1, and higher
value indicates greater reliability.
Table 4.6: Cronbach’s Alpha
Cronbach's N of
Alpha Items
.831 50
Cronbach’s alpha coefficient for the data set of the study is 0.831. According to
George and Mallery, as cited as [ CITATION Mat12 \l 1033 ], there are rules regarding
alpha values as follows,
>0.90 Excellent
0.80 – 0.89 Good
0.70 – 0.79 Acceptable
0.60 – 0.69 Questionable
0.50 – 0.59 Poor
< .50 Unacceptable
The alpha value of data set of this study is 0.831. According to above rule if the
Cronbach’s alpha value is in between 0.80 – 0.89, then reliability of data is good. It
means that there is a good internal consistency among the data.
4.4. Descriptive Analysis
4.4.1. Customer Awareness about CSR practices
Following tables shows that how the customers respond to the questions which use to
get some idea about customer awareness regarding CSR practices.
Question-1 When you choose a store for your shopping, do CSR practices
undertaken by the organizations influence you?
This question has been used to measure do the customers pay their attention towards
the CSR practices when they are making purchasing decisions. Responses for this
question have presented in accordance with the demographic factors of customers
such as occupation, gender, age, marital status and monthly income level.
Based on the respondents’ occupation
Influencing Factors for shopping: CSR Practices

undertaken by the company
Strongly Strongly
Disagree Disagree Moderate Agree Agree
Occupation Paid Employee .4% 5.4% 52.9% 34.3% 7.0%
Retired .0% 7.4% 55.6% 29.6% 7.4%
House Wife .0% 2.2% 54.3% 37.0% 6.5%
Self-employed .0% 9.7% 35.5% 51.6% 3.2%
Student 2.6% 10.5% 42.1% 39.5% 5.3%
Table 4.7: Customer Awareness about CSR practices with occupation
According to above data, 52.9% of paid employees are in moderate level of opinion
for this question, because they have given their response as neutral while 34.3% of
paid employees are agree to which they have been influenced by CSR practices when
they select a store for shopping. Majority of retired persons which is 55.6% also lie in
the moderate level of concerning CSR practices. 29.6% and 7.4% retired persons are
agree and disagree respectively to the CSR practices as an influencing factor for
shopping. Housewives also have given their consent as 54.3%, 37%, 6.5%, and 2.2%
for moderate, agree, strongly agree and disagree respectively for above question. Self-
employed people are more likely to influenced by CSR practices when doing
purchases, because 51.6% and 3.2% of self-employed people are agree and as well as
strongly agree for the above question while 35.5% are unable to give exact answer
and 9.7% are disagree with it. 42.1% of students are in the moderate level and 10.5%
of students are disagreeing with the CSR concept as a influencing factor for the
shopping. This data can be presented through the graph as follows.
Figure 4.6: Customer Awareness about CSR practices with occupation
Based on the gender of respondents
Below table shows the percentages that how respondents think about the CSR
practices as an influencing factor for shopping on the basis of gender. Thus these
percentages help to get an idea about the respondents’ perception towards the CSR
practices when they are shopping.
Table 4.8: Customer Awareness about CSR practices with gender

Strongly Strongly
Gender Male .5% 6.9% 50.5% 34.8% 7.4%
Female .6% 5.0% 51.1% 37.8% 5.6%
Accordingly 50.5% of male respondents are in moderate level regarding the CSR
practices for the question and also 51.1% of female respondents in the moderate level.
34.8% and 37.8% of males and females respectively have agreed with the CSR
practices as an influencing factor for shopping. As above only very few peoples have
disagree with the fact of this question. When comparing above data in the table, there
are no considerable difference in between both males’ and females’ perceptions.
Further these data can be demonstrated in below graph.
Figure 4.7: Customer Awareness about CSR practices with gender

Based on the age range of the respondents
Table 4.9: Customer Awareness about CSR practices with age

Strongly Strongly
15-25 1.7% 6.8% 54.2% 32.2% 5.1%
26-35 .0% 5.9% 41.2% 43.5% 9.4%
36-45 .8% 4.1% 56.6% 36.1% 2.5%
46-55 .0% 7.7% 47.7% 41.5% 3.1%
>55 .0% 8.7% 56.5% 17.4% 17.4%
Figure 4.8: Customer Awareness about CSR practices with age

According to above table and figure, 54.2% people who are in the age range of 15-25
are in moderate stage when taking CSR practices as an influencing factor for the
shopping. Since 32.2% of people who are in same age level agree and 6.8% of people
are disagree with the question. The 41.2% and 43.5% of respondents whose age is lie
in between 26-35, have stated their opinion as moderate and agree to the question
while 9.4% and 5.9% have strongly agreed and disagreed respectively. 56.6%, 47.7%
and 56.5% of customers who are in 36-45, 46-55 and over 55 age ranges have
moderate level opinion regarding the CSR practices as an influencing factor when
making purchases. Likewise considerable percentages out of the all customers bear
moderate opinion in this regard.
Based on the marital status
Table 4.10: Customer Awareness about CSR practices with marital status
Strongly Strongly
Marital Status Single 1.0% 5.9% 51.0% 36.3% 5.9%
Married .4% 6.0% 50.7% 36.2% 6.7%
Figure 4.9: Customer Awareness about CSR practices with marital status
As per shown in the above table and the figure, 51% of single peoples have moderate
level of opinion about the question while 36.3% are agreed and 5.9% are disagreed. In
the case of married peoples, 50.7% are in middle level and 36.2% are agreed. As same
as here also marital status does not highly effect to the difference of the perceptions
about CSR practices.
Based on monthly income level
Table 4.11: Customer Awareness about CSR practices with monthly house hold
income
Strongly Strongly
Monthly Income Less than 15000 .0% 5.6% 66.7% 16.7% 11.1%
Level
15000-25000 1.3% 2.6% 53.9% 31.6% 10.5%
25000-45000 .0% 6.7% 49.4% 38.4% 5.5%
45000-65000 .0% 10.0% 55.0% 27.5% 7.5%
65000-75000 .0% .0% 50.0% 50.0% .0%
More than 75000 .0% .0% .0% 100.0% .0%
Unemployed/
Student 1.3% 6.5% 46.8% 41.6% 3.9%
As according to the data shown in above table, the customers whose monthly income
level range is less than Rs.15000 and in 15000-25000, have mostly given the
moderate level opinion for the question of CSR practices as an influencing factor. In
the income level range of 65000-75000, 50% of customers expressed moderately
while other 50% of customers have agreed with the CSR practices as an influencing
criteria when doing shopping. The all the respondents (100%) who earn more than
Rs.75000 per month have agreed with the question as they have been influenced by
CSR practices undertaken by the companies when they are making purchasing
decisions. Finally the students or unemployed respondents have expressed their
opinion as moderate and agree through the percentages of 46.8% and 41.6%
respectively.
Above data can be demonstrated through following bar chat.
Figure 4.10: Customer Awareness about CSR practices with monthly house hold
income
Question-2 Have you ever read a company’s corporate social responsibility

report?
Table 4.12: Customer Awareness regarding CSR reports
Frequency Percentage
Yes 49 12.8%
No 263 68.5%
I don’t know what
72 18.8%
that is
Total 384 100.0%
Figure 4.11: Customer Awareness regarding CSR reports
(So
urc
e:
SPSS output from survey data)
According to above table and the graph, it is clear that majority of respondents,
68.49% are never read a corporate social responsibility report and specially 18.75%
that means 72 of respondents even do not know what a social responsibility report is.
Only very few respondents that is 49 in number and 12.76% in percentage have read a
social responsibility report related to a company. These data can be expressed as
87.24% (68.49% + 18.75%) of respondents have not read a CSR report while only
12.76% have read. This is a significant difference which is help to identify the
customer awareness level about the CSR practices which are undertaken by the
companies.
Question-3 You will come back to the company regularly if it stops doing good
things
This question is also used to measure how the customers will react if a company stops
their CSR practices. This will help to get some idea about the level of CSR
importance for customers’ purchasing decisions.
Table 4.13: Customers’ revisits when companies stop CSR practices
Frequency Percentage
Strongly
15 3.9%
Disagree
Disagree 134 34.9%
Moderate 210 54.7%
Agree 23 6.0%
Strongly Agree 2 .5%
Total 384 100.0%
Figure 4.12: Customers’ revisits when companies stop CSR practices
The majority of respondents have stated their opinion as moderate for the above
question. That means they cannot say exactly that whether they come back or not if
companies stops their CSR practices. Then it has 50% probability to come and 50% to
do not come as well. 34.9% of respondents have said that they will not come back to
the company if it stops its CSR practices.
4.4.1. Respondents’ Perception about Corporate Social Responsibilities
Following table presents the descriptive statistics for the CSR practices. Current
situation and the customers’ perception calculated through mean and standard
deviation.
Table 4.14: Customers’ Perceptions regarding CSR practices
Descriptive Statistics
Std.
N Mean Deviation
Economic
Responsibilities 384 3.9280 .51636
Legal Responsibilities
384 3.9819 .50106
Ethical Responsibilities
384 4.1952 .48881
Philanthropic
Responsibility 384 3.9694 .47682
CSR
384 4.0186 .33491
Valid N (list wise) 384

According to the above statistics, mean value for the economic responsibilities is
3.9280 and it indicates agree. And also economic responsibilities are dispersed from
the mean about 0.51636. Economic responsibilities mean to be profitable in the
business environment and here it has measured essentiality of profitability,
competitiveness and efficiency.
Mean value for the legal responsibility is 3.9819 with a 0.50106 dispersion from the
mean. Therefore in the existing situation, respondents are agreed with the legal
responsibilities of the organizations. Here under legal responsibilities, it has measured
how far is it must to an organization to become a law abiding corporate citizen and
protect and obey existing rules and regulations.
Mean value for the ethical responsibility is 4.1952 with 0.48881 dispersion from the
mean when it has measured how far it must an organization to perform in ethically in
the society. Then respondents have agreed on these indicators which measure an
organization’s ethical behavior.
Mean value for the philanthropic responsibility is 3.9694 and it is dispersed from the
mean about 0.47682. Here it has measured the necessity of discretionary
responsibilities and philanthropic and charitable activities for the society. Then it also
can show that respondents have given their consent towards philanthropic
responsibilities by strongly agreeing.
The overall Corporate Social Responsibility is agreed indicating a mean of 4.0186

with a dispersion of 0.33491 from the mean. Therefore it is apparent that the necessity
of the CSR practices and customers’ perception towards the CSR practices is high.
4.4.2. Respondents’ perception about their purchasing intentions
Table 4.15: Customers’ Perceptions regarding their purchasing intentions
Descriptive Statistics
Std.
N Mean Deviation
Customer Satisfaction
384 4.0786 .51688
Customer Loyalty
384 3.7352 .50040
Customer Trust 384 4.1227 .46708

Customer Purchase
Intention 384 3.9788 .37568
Valid N (list wise) 384

According above statistics, the mean value of the customer satisfaction is 4.0786 with
the dispersion of 0.51688 from the mean. Then it shows that customers have agreed
with customer satisfaction through the CSR practices. Under customer satisfaction it
has measured customer value, comfort ability, and organizations’ feeling towards the
CSR practices which affect to the customer satisfaction.
Mean value of customer loyalty is 3.7352 with the 0.50040 dispersion from the mean.
This indicates that respondents have agreed that they are loyal to the organization
when it has engaging CSR practices. Under customer loyalty it has measured
customer retention (do not shift to another company), positive words, and repetitive
purchasing.
Mean value for the customer trust is 4.1227 and it is dispersed from the mean about
0.46708. Then it depicts that all the respondents in the sample have agreed that it has
built trust towards the organization, when it is involving CSR practices. Here it has
measured the customer trust under rejection of organizations’ immoral actions,
employee support, environmental protection…etc.
As an overall result, it can say that respondents have agreed through the mean value
of 3.9788 with the dispersion of 0.37568 from the mean for the customer purchase
intention including the criteria of customer satisfaction, customer loyalty and
customer trust.
4.5. The Relationship between Corporate Social Responsibilities and

Customer Purchase Intention
Correlation coefficient measures the direction and the strength of the linear
relationship between two variables. Correlation coefficient value and level of
significant is usually written as “r”. The value of r ranges from -1 to +1. The closer
the coefficient is to an absolute value of 1, the greater the degree of relatedness. Value
near to 0 indicates a very weak relationship between two variables. A positive value
indicates that there is a positive association between variables, and likewise a negative
value indicates negative association. The extreme values -1 and 1 indicate perfect
linear relationship. The scales are as follows,
If r > 0.75 There is a strong positive correlation between variables
If 0.25 < r < 0.75 There is a moderate positive relationship between

variables
If 0 < r < 0.25 There is a weak positive relationship between variables
If r=0 There is no relationship between variables
If r > -0.75 There is a strong negative relationship between

variables
If -0.25 < r < -0.75 There is a moderate negative relationship between

variables
If 0 < r < -0.25 There is a weak negative relationship between variables
4.5.1. Economic Responsibilities and Customer Satisfaction
Table 4.16: Correlation between economic responsibilities and customer

satisfaction
Correlations
Economic Customer
Responsibility Satisfaction
Economic Pearson
1 .192
Responsibility Correlation
Sig. (2-tailed) .000
N 384 384
Customer Satisfaction Pearson
.192 1
Correlation
N 384 384
According to the above table, Pearson’s correlation is 0.192 and it close to the 0 than
to the 1, therefore there is a weak positive correlation between two variables. This
means that changes in economic responsibilities are correlated with customer
satisfaction and there is a weak positive relationship between those two variables. The
significant value is 0.000 which shows that the correlation between the variable is
statistically significant.
H1: There is a positive relationship between economic responsibilities and

customer satisfaction.
r = 0.192
p= 0.000
Since r= .192, there is a positive relationship between economic relationship and

customer satisfaction. This relationship is weakly positive and it means that a change
in economic responsibility weakly affect to the change in the customer satisfaction.
As well as a positive change in economic responsibility increases the customer
satisfaction weakly and vice versa. But as P value is 0.000, there is 100% significant
level to the changes in economic responsibilities give exact and expected results.
4.5.2. Legal Responsibilities and Customer Satisfaction
Table 4.17: Correlation between legal responsibilities and customer satisfaction
Correlations
Legal Customer
Responsibilities Satisfaction
Legal Responsibilities Pearson
1 .209
Correlation
N 384 384
.209 1
Correlation
N 384 384
As shown in the above table, Pearson’s correlation coefficient is 0.209 and it means
there is a positive correlation between legal responsibilities and customer satisfaction.
And it has weakly positive correlation since it has r value in between 0 – 0.25 level.
This shows that changes in the legal responsibilities are correlated with the customer
satisfaction as well as it has weakly positive relationship. The significant value is .000
which tells that correlation between the variables is statistically significant.
H2: There is a positive relationship between legal responsibilities and customer

satisfaction
r = 0.209
P = 0.000
Correlation value, .209 proves that there is a positive weakly relationship between
legal responsibilities and customer satisfaction. The changes in legal relationship
positively, affect to increase the customer satisfaction weakly and also changes in
legal responsibilities negatively, affect to the decrease the customer satisfaction
weakly. The significant value or the P value, .000 indicates that there is a 100%
chance to such affect on the variables.
4.5.3. Ethical Responsibilities and Customer Satisfaction
Table 4.18: Correlation between ethical responsibilities and customer

satisfaction
Correlations
Ethical Customer
Responsibilities Satisfaction
Ethical Pearson
1 .339
Responsibilities Correlation
N 384 384
.339 1
Correlation
N 384 384

According to above correlation table, there is a r = 0.339 coefficient. According to
above r value categorization, this is a moderate positive correlation. That means there
is a moderate correlation between ethical responsibilities and customer satisfaction.
The changes of the ethical responsibilities positively as well as moderately affect to
the change in the customer satisfaction. Significant value is .000 as it tells there is a
statistical significance between these two variables.
H3: There is a positive relationship between ethical responsibilities and customer

satisfaction.
r = 0.339
P = .000
Therefore when the r value takes 0.339, it is assure that there is a positive relationship
between ethical responsibilities and customer satisfaction. But according to the
categorization of r value, there is a moderate positive relationship, which means that
the increase of the ethical responsibilities causes to increase the customer satisfaction
moderately. As well as since the significant value takes .000, it means there is a 100%
probability to achieve exact results by changing ethical responsibilities.
4.5.4. Philanthropic Responsibilities and Customer Satisfaction
Table 4.19: Correlation between philanthropic responsibilities and customer

satisfaction
Correlations
Philanthropic Customer
Responsibility Satisfaction
Philanthropic Pearson
1 .439
N 384 384
.439 1
Correlation
N 384 384
As shown in the above table, the r value is 0.439 and significant value is 0.000. Then
it tells that the correlation between two variables, philanthropic responsibilities and
customer satisfaction is moderate positive and there is high statistical significant
between those two.
H4: There is a positive correlation between philanthropic responsibilities and

customer satisfaction
r = 0.439
P = 0.000
Since r value takes 0.439, it proves that there is a positive relationship between
philanthropic responsibilities and customer satisfaction and that relationship is a
positive moderate relationship, when the r value lies on the 0.25 – 0.75 range. This
correlation explains that the positive change of philanthropic responsibilities will
moderately affect to increase of the customer satisfaction and as well as the negative
change of philanthropic responsibilities will also moderately affect to decrease of the
customer satisfaction. The significant value 0.000 tells that there is a 100% chance to
get exact and expected results which means that there is a statistically significant.
4.5.5. Economic Responsibilities and Customer Loyalty
Table 4.20: Correlation between economic responsibilities and customer loyalty
Correlations
Economic Customer
Responsibilities Loyalty
Economic Pearson
1 .172
N 384 384
Customer Loyalty Pearson
.172 1
Correlation
N 384 384
As depicted above, there is a correlation coefficient of 0.172 and significant value is
0.001 which means that there is a weak positive relationship between the economic
responsibilities and customer loyalty and significant value tells that there is a
statistically significance of the occurrence of same results.

customer loyalty
r= 0.172
P = .001
According to the above coefficients there is a positive but weak relationship between
economic responsibilities and customer loyalty. That means the positive change in
economic responsibilities will weakly affect to the customer loyalty to increase. And
also the significant value 0.001 shows that there is a 99.99% significant level between
two variables. Then it is proved that there is a positive relationship between above
two variables.
4.5.6. Legal responsibilities and customer loyalty
Table 4.21: Correlation between legal responsibilities and customer loyalty
Correlations
Legal Customer
1 .177
Correlation
N 384 384
.177 1
Correlation
N 384 384
As shown in the above table, the r value takes 0.177 and significant value takes the
0.000. It means that there is a weak positive correlation between legal responsibilities
and customer loyalty. As well as significant value shows that there is a statistically
significant result.

loyalty.
r = 0.177
P = 0.000
Accordingly there is a positive weak correlation between two variables which means
that the change in legal responsibilities positively affects to the positive but weak
change in customer loyalty and vice versa. And also there is a 100% statistically
significant which shows that there is a 100% chance to get the exact and expected
results.
4.5.7. Ethical responsibilities and customer loyalty
Table 4.22: Correlation between ethical responsibilities and customer loyalty
Correlations
Ethical Customer
Ethical Pearson
1 .204
N 384 384
.204 1
Correlation
N 384 384

As per above table, the correlation coefficient is 0.204 which means that there is a
positive but weak relationship between ethical responsibilities and customer loyalty.
And the significant value is 0.000 which explains the statistically significance.
H7: There is a positive relationship between ethical responsibilities and customer

loyalty.
r = 0.204
P = 0.000
According to the correlation value, r = 0.204 tells that there is a positive weak
correlation between ethical responsibilities and customer loyalty means that the
increase in ethical responsibilities affect to the weakly increase in customer loyalty.
The significant value .000 shows that there is a 100% probability to happen the exact
and expected results.
4.5.8. Philanthropic responsibilities and customer loyalty

loyalty
Correlations
Responsibility Loyalty
1 .411
N 384 384
.411 1
Correlation
N 384 384

As shown in the above table, when the correlation coefficient takes value of 0.411, it
has moderate positive correlation between philanthropic responsibilities and customer
loyalty. The significant value 0.000 shows that there is a 100% statistical significant.
H8: There is a positive relationship between philanthropic responsibilities and

customer satisfaction
r = 0.411
P = 0.000
r = 0.411 proves that there is a positive relationship and according to the above stated
rule, it is a moderate positive correlation, because correlation value lies on the 0.25 –
0.75 range. However this correlation tells that the positive change in the philanthropic
responsibilities causes to the moderate and positive change in the customer loyalty
and in other hand negative change in the philanthropic responsibilities and the
negative change in philanthropic responsibilities affects to moderately change in
customer loyalty negatively. Here significant value is 0.000, hence this has 100%
probability to occur exact and expected results.
4.5.9. Economic responsibilities and customer trust
Table 4.24: Correlation between economic responsibilities and customer trust
Correlations
Economic Customer
Responsibilities Trust
Economic Pearson
1 .060
N 384 384
Customer Trust Pearson
.060 1
Correlation
N 384 384
According to above data in the table, r value takes the coefficient, 0.060 which tells
there is a positive but weakly relationship between two variables, economic
responsibilities and customer trust. As well as the significant value is 0.238 which is
statistically insignificant.

customer trust
r = 0.060
P = 0.238
According to the correlation coefficient, it is ensure that there is a positive

relationship between economic responsibilities and customer trust. But this positive
relationship’s strength is weak, because the correlation value is closer to zero. This
explains that the positive change in economic responsibilities causes to positive
change in customer trust weakly manner and vice versa. Here significant value is
0.238 means that there is only 76.2% chance to obtain the results as exact and
expected.
4.5.10. Legal responsibilities and customer trust
Table 4.25: Correlation between legal responsibilities and customer trust
Correlations
Legal Customer
1 .372
Correlation
N 384 384
.372 1
Correlation
N 384 384

According to above table, correlation value in between legal responsibilities and
customer trust is 0.372 and it tells that there is a moderate positive relationship
between two variables. As same as the significant value is 0.000 which tells that there
is a high statistical significance.

trust
Since r = 0.372, there is a positive relationship between legal responsibilities and

customer trust and that relationship is moderate relationship as the positive change in
legal responsibilities moderately affect to the positive change in customer trust as well
as the negative change in legal responsibilities moderately affect to the negative
change in customer trust. Here significant value takes 0.000 which means that there is
a 100% statistically significance and 100% probability to occur the same results if it is
again tested.
4.5.11. Ethical responsibilities and customer trust
Table 4.26: Correlation between ethical responsibilities and customer trust
Correlations
Ethical Customer
Ethical Pearson
1 .412
N 384 384
.412 1
Correlation
N 384 384
When r equals to 0.412, it explains that there is a moderate positive relationship

between ethical responsibilities and customer trust. And also it is statistically
significant because of the significant value is 0.000 which has 100% significant level.
H11: There is a positive relationship between ethical responsibilities and
customer trust
r = 0.412
P = 0.000
As per above value, it has proved that there is a positive relationship between ethical
responsibilities and customer trust. But it is moderate relationship. Therefore when
increasing the ethical responsibilities, it is also increasing customer trust moderately
and vice versa. Since the significant value is 0.000, it has proved that there is a 100%
probability to obtain same results exactly and as expected.
4.5.12. Philanthropic responsibilities and customer trust

trust
Correlations
Responsibility Trust
1 .326
N 384 384
.326 1
Correlation
N 384 384
According to the above correlation table, r value is 0.326 and it tells how it has
correlated between the two variables. Then it explains that there is a positive as well
as moderate correlation between the variables. Significant value shows how far this
occurrence is statistically significant and in this case when the significant value takes
0.000, it makes a high statistical significance.
H12: There is a positive relationship between philanthropic responsibilities and
customer trust
r = 0.326
P = 0.000
Therefore as r is 0.326 which in the range of 0.25 – 0.75, it has the positive moderate
relationship. Hence it is true that there is a positive relationship in between
philanthropic responsibilities and customer trust. The change of philanthropic
responsibility affects to moderate change in customer trust. Further when increasing
the philanthropic responsibilities, it is also increasing the customer trust and when
decreasing the philanthropic responsibilities, it causes to decrease the customer trust
in moderately. Since significant value takes the value of 0.000, it indicates that there
is a 100% significant level means that there is a 100% chance to get exact and
expected results.
4.5.13. Corporate Social Responsibilities and Customer Purchase Intention
Table 4.28: Correlation between CSR and customer purchase intention
Correlations
Customer
Purchase
CSR Intention
CSR Pearson
1 .501
Correlation
N 384 384
Customer Purchase Pearson
.501 1
Intention Correlation
N 384 384

According to the above table, it shows that how CSR practices affect to the
customers’ purchasing intentions as an overall. Here correlation value is 0.501 which
indicates that there is a moderate and positive relationship between corporate social
responsibilities and customer purchase intentions. As well as it has a high significant
value.
H13: There is a positive relationship between CSR practices and customer

purchase intentions
r = 0.501
P = 0.000
Since r = 0.501, there is a moderate positive relationship in between CSR practices

and customer purchase intentions. Thus it is prove that there is a positive relationship
between these two variables. If it is further explained as when it has increased the
CSR practices which are undertaken by organizations, it causes to moderate increase
of the customer purchase intention. On the other hand the significant value 0.000
explains that there is a 100% probability to get the exact and expected results.
Finally, all the collected data has been presented as above through table and graphs
based on the hypotheses which are built by the researcher. Pearson’s correlation is
used to test all the relationships between variables. Based on these findings,
conclusion and possible recommendations are drawn in the next chapter.

Data Analysis and Presentation 4.1. Chapter Introduction: Respondents' Occupation Table 4.1: Respondents Occupation

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Data Analysis and Presentation 4.1. Chapter Introduction: Respondents' Occupation Table 4.1: Respondents Occupation

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CHAPTER 4

DATA ANALYSIS AND PRESENTATION

4.1. Chapter Introduction

4.2 Overview of the Sample

Table 4.1: Respondents Occupation

(Source: SPSS output

Table 4.2: Respondents’ Gender

(Source: SPSS output from survey data)

According to above analysis, majority of respondents are included the category of

Table 4.3: Respondents’ Age Distribution

Figure 4.3: Respondents’ Age Distribution

(Source: SPSS output from survey data)

Table 4.4: Marital Status of Respondents

Figure 4.4: Marital Status of Respondents

Respondents’ Monthly Income Level

Table 4.5: Respondents’ Monthly Income Level

SPSS output from survey data)

4.3. Assessing Reliability

0.80 – 0.89 Good

0.70 – 0.79 Acceptable

0.60 – 0.69 Questionable

0.50 – 0.59 Poor

< .50 Unacceptable

4.4. Descriptive Analysis

4.4.1. Customer Awareness about CSR practices

Based on the respondents’ occupation

Influencing Factors for shopping: CSR Practices

(Source: SPSS output from survey data)

(Source: SPSS output from survey data)

Based on the gender of respondents

Table 4.8: Customer Awareness about CSR practices with gender

Figure 4.7: Customer Awareness about CSR practices with gender

(Source: SPSS output from survey data)

Table 4.9: Customer Awareness about CSR practices with age

Influencing Factors for shopping: CSR Practices

Figure 4.8: Customer Awareness about CSR practices with age

Based on the marital status

(Source: SPSS output from survey data)

Based on monthly income level

(Source: SPSS output from survey data)

Above data can be demonstrated through following bar chat.

Question-2 Have you ever read a company’s corporate social responsibility

Table 4.12: Customer Awareness regarding CSR reports

Figure 4.11: Customer Awareness regarding CSR reports

SPSS output from survey data)

Figure 4.12: Customers’ revisits when companies stop CSR practices

(Source: SPSS output from survey data)

4.4.1. Respondents’ Perception about Corporate Social Responsibilities

Table 4.14: Customers’ Perceptions regarding CSR practices

Valid N (list wise) 384

The overall Corporate Social Responsibility is agreed indicating a mean of 4.0186

4.4.2. Respondents’ perception about their purchasing intentions

Table 4.15: Customers’ Perceptions regarding their purchasing intentions

Customer Trust 384 4.1227 .46708

Valid N (list wise) 384

4.5. The Relationship between Corporate Social Responsibilities and

If r > 0.75 There is a strong positive correlation between variables

If 0.25 < r < 0.75 There is a moderate positive relationship between

If r=0 There is no relationship between variables

If r > -0.75 There is a strong negative relationship between

If -0.25 < r < -0.75 There is a moderate negative relationship between

If 0 < r < -0.25 There is a weak negative relationship between variables

4.5.1. Economic Responsibilities and Customer Satisfaction