1 Chapter 04: Data Presentation & Analysis

4.1 Introduction
Data analysis is the act of organizing, manipulating, and analysing information in order to
uncover meaningful insights for decision-making. The purpose of data analysis is to extract
information from relevant data and make decisions based on that information (Kumar, 2011).

SPSS statistical analysis software to analyse the data collected from 384 respondents to find
the answers for the impact of Brand Awareness, Brand Loyalty, Brand Association and
Perceived quality on customer purchase intention in terms of branded tea in Sri Lanka. Study
present the Descriptive Analysis using graphs and descriptive statistics such as mean and
standard deviation. Later, inferential Analysis was conducted by applying multiple regression
analysis for find the answer for the research problem while achieving the research objectives
develops for the study.

4.2 Data collection

4.2.1 Internal data collection
Internal data is information, statistics, and trends discovered by businesses as a result of their
activities. Facts and figures are gathered through internal databases, software, customers, and
reports by businesses. For this study, the researcher looked at prior research on the effects of
Brand Awareness, Brand Loyalty, Brand Association, and Perceived Quality on customer
purchase intent in the context of branded tea. Previous reports and publications by Sri Lankan
government authorities and related parties highlighted numerous beneficial outcomes, while
also highlighting certain flaws and criteria that could be changed in order to boost customer
buy intention for branded tea.
4.2.2 Primary data collection
A primary data source is one that was gathered by the researcher for a specific study
objective or project. Primary information can be gathered in a variety of ways. When
compared to secondary data collection, primary data collection is more expensive and time
demanding (Kabir, 2016).

The study conducted as a quantitative study and structured questionnaire was employed to
collect the primary data for the study. The questionnaire was in two sections; Part A-
customer demography and Part B- research information
The questionnaires were collected through Google form due to the health restrictions and is
convenience for the researcher due to the time limitation. The questionnaire used a filtering
question, whether they are using branded tea or not? The respondents were asked to answer
the questions if they were only consuming branded tea. 420 of questionnaires were
distributed with the peers and friend’s connections and 364 responses were collected during
the time. It is calculated as 66.67% responsive rate for the distributed questionnaires.

4.3 Data Analysis

4.3.1 Identifying and eliminating Missing cases
The correctness and representativeness of the data, as well as the integrity of subsequent
studies, were thoroughly reviewed after it was collected and before it was analyzed. Data
conditioning is the process of paying close attention to both the data and the analysis methods
that will be used to examine the data. The researcher analyses the frequencies of responses to
each question within the demographic profile of branded tea customers to ensure data
accuracy for categorical variables. In addition, through SPSS, the data is presented through
all sorts of charts to graphically depict frequencies, such as bar charts, pie charts, and
histograms. Participants were asked to score their replies to questions on a Likert-type rating
scale (e.g., 1 = strongly disagree to 5 = strongly agree), which was then used to create an
ordinal variable. The researcher examines the mean values and standard deviation for
continuous variables (Likert scales) to determine data accuracy.

Finally, ensure that any missing data is accurately documented and classified. Data files
contain missing data for a variety of reasons, which must be identified for proper analysis and
reporting. Leaving out some survey questions or not having enough time may cause some
people to leave some answers blank.

The questionnaire was using five point Likert scale; hence the data should be in the range 1-
5. To find the Out of the range cases by looking through the range in frequency table
generated for the data. The data base of the study was not identified any missing values. The
unusual values are carefully eliminated from the data base by substituting the mean value of
the particular respondent’s responses for the items of the variable.
4.3.2 Demographic Profile of the Respondents
4.3.2.1 Favourite tea brand of the customers

Favourite tea brand of the customers

Source: Survey Data (2022)

The study considers 12 different tea brands that are available in Sri Lanka. Dilmah tea is used
by 22.8% of customers, Zesta tea is used by 20%, and Watawala tea is used by 16%.8.5%
were using Ceylonta tea and 7.6% were using Damro tea. Bogawantalawa and Lipton tea use
6.5% of customers equally.
4.3.2.2 Age of the branded tea consumers

Age of the branded tea consumers

Source: Survey Data (2022)

16.6% were in the age group of 26–35, 26.9% were at the age of 46–55, 17.8% were in the
18–25 age group, 15% were at age 36–45, and 5% were 56 or older tea consumers.
4.3.2.3 Gender of the branded tea consumers

Gender of the branded tea consumers

Source: Survey Data (2022)

The branded tea consumers in the sample comprise 66.21% of females and 33.79% of male
consumers.
4.3.2.4 Monthly Income (LKR) of the branded tea consumers

Monthly Income (LKR) of the branded tea consumers

Source: Survey Data (2022)

46.7% of tea consumers had a monthly income of 50001–70000 LKR, 18.96% had a monthly
income of 90001–120000 LKR, and 13.46% had a monthly income of 70001–90000
LKR.9.6% of customers earn above 120000 LKR per month, while 6.6% have a monthly
income of 30001–50000 LKR. 4.67% of consumers in the sample earn 30000 LKR or less
monthly.
4.3.2.5 Education Level of the branded tea consumers

Education Level of the branded tea consumers

Source: Survey Data (2022)

The majority of the consumers (45.6%) were graduates, 39% were diploma or certificate
holders, and 5.7% were GCE A/L or less educated consumers. 9.6% of them have other
educational qualifications.

4.3.2.6 Occupation of the branded tea consumers

Occupation of the branded tea consumers

Source: Survey Data (2022)

The sample represents 54% of private sector employees, 26.65% of government sector
employees, 12.36% of self-employed consumers, and 6.5% of other types of employees.
4.3.2.7 Marital status of the branded tea consumers

Marital status of the branded tea consumers

Source: Survey Data (2022)

The sample represents 84.6% of married consumers, 12.3% of single consumers, and about
1% of widowed and divorced consumers.

4.3.3 Preliminary analysis

There is a need for verification of the validity and reliability of the steps before evaluating the
hypothesized model. Reliability and validity of the measurements, for instance, are the
instruments used to describe the behaviour of a sound measurement, yet these instruments
included precision and relevance evaluation (Gu et al., 2019).

4.3.3.1 Reliability
Reliability refers to the degree from which, if the measures are replicated a number of times,
a scale produces reliable results. Reliability analysis is known as measuring reliability.
Analysis of reliability is calculated by the proportion of structural variation on a scale that
can be accomplished by calculating the relationship between results gathered from multiple
measurement frameworks. Furthermore, if the correlation in the calculation of reliability is
strong, the values display reliable results and are thus correct.

Cronbach's Alpha will take the reliability exam. When the results of Cronbach's Alpha are as
follows, the instrument has a high degree of reliability.
  If Cronbach’s Alpha > 0.90 = Very high reliability

 If Cronbach’s Alpha 0.70 to 0.90 = High reliability

 If Cronbach’s Alpha 0.50-0.70 = Quite high reliability

 If Cronbach’s Alpha < 0.50 = Low reliability

Variable N of Items Cronbach's Alpha

Brand Awareness (BA) 4 0.987
Brand Association (BAs) 4 0.958
Perceived Quality (PQ) 4 0.968
Brand Loyalty (BL) 5 0.967
Purchase Intention (PI) 4 0.977
Reliability statistics

Source: Survey Data (2022)

The reliability test statistics are between 0.987 (Brand Awareness (BA)) and 0.958 (Brand
Association (BAs)), which are all above 0.9. The values are all above 0.9, and according to
the above-defined rule, the variables adopted for the research indicate very high reliability.

4.3.3.2 Validity
The Kaiser-Meyer-Olkin (KMO) Test assesses if your data can be factored. The test analyzes
the sampling appropriateness of each model variable and the model as a whole. An indicator
of common variation among variables. The lesser the proportion, the better for Factor
Analysis.

Given that partial correlations outnumber whole correlations, a score of 0 indicates that
component analysis is unlikely to be beneficial. Given that the sum of partial correlations is
less than the sum of correlations, factor analysis should show distinct and reliable
components.

According to Kaiser (1975), KMOs greater than.9 were excellent, those in the.80s were
commendable, those in the.70s were average, those in the.60s were mediocre, those in the.50s
were awful, and those less than.5 were unacceptable. Hair et al. (2006) recommend accepting
a value greater than 0.5. Values between 0.5 and 0.7 are mediocre, whereas 0.7 and 0.8 are
excellent.
 Anti-image Matrices
Brand Brand Perceive Brand Purchase
Awarene Associati d Quality Loyalty Intention
ss on
Anti-image Brand .867 a
-.702 .131 .049 -.234
Correlation Awareness
Brand -.702 .829a -.445 -.246 .147
Association
Perceived .131 -.445 .927a -.277 -.021
Quality
Brand .049 -.246 -.277 .835a -.780
Loyalty
Purchase -.234 .147 -.021 -.780 .845a
Intention
a. Measures of Sampling Adequacy(MSA)
KMO Statistics

Source: Survey Data (2022)

The KMO statistics for the study ranges from 0. 927(Perceived Quality) to 0. 829 (Brand
Association) and all the values are relying above 0.8, which means sampling for the study is
valid.

4.3.3.3 Normality
Both skewness and kurtosis are zero in properly distributed data. If both skewness and
kurtosis are between -1 and 1, it is considered near-normal. Skewness is a metric for
symmetry, or more specifically, the lack of it. If a distribution, or data collection, looks the
same to the left and right of the center point, it is said to be symmetric.

Kurtosis is a measure of how heavy-tailed or light-tailed the data are in comparison to a

normal distribution. Data sets having a high kurtosis are more likely to contain heavy tails, or
outliers. Light tails or a lack of outliers are common in data sets with low kurtosis. The most
extreme instance would be a uniform distribution.
 Statistics
Brand Brand Perceived Brand Purchase
Awareness Association Quality Loyalty Intention
N Valid 364 364 364 364 364
Missin 0 0 0 0 0
g
Skewness -.990 -1.147 -.977 -.658 -.648
Std. Error of .128 .128 .128 .128 .128
Skewness
Kurtosis .570 1.645 1.414 .110 -.037
Std. Error of .255 .255 .255 .255 .255
Kurtosis
Skewness and Kurtosis statistics
Source: Survey Data (2022)

4.3.4 Research information

4.3.4.1 Brand Awareness
Statistics
Recognize Know the Know what Packaging
product product product what
it looks like
Mean 4.34 4.34 4.28 4.08
Std. Deviation .789 .793 .828 .788
Mean and Std. Deviation of Brand Awareness

Source: Survey Data (2022)

As per the statistical outcome, product recognizing has the highest mean with lower SD
(4.34, 0.789) and all the other factors are at high level, know product (4.34, .793), Know what
product what it looks like (4.28, .828) and Packaging is (4.08, 0.788).
 Scale

Disagree

Disagree
Strongly

Strongly
Neutral

Agree

Agree
Indicator

Total
Recognize product 45
128 185
3 (0.8%) 3(0.8%) (12.4% 364
(35.2%) (50.8%)
)
52 114 191
Know the product - 7 (1.9%) 364
(14.3%) (31.3%) (52.5%)
Know what product 77 49 132 173
3(0.8%) 364
what it looks like (1.9%) (13.5%) (35.6%) (47.5%)
166 107
Packaging - 10 (2.7%) 69 (19%)
(45.6%) (32.7%)
364
Brand Awareness and customer purchase intention in terms of branded tea

Source: Survey Data (2022)

The majority of consumers strongly agreed (185), 128 agreed, and 45 of them had neutral
opinion on that they know the exact tea brand I want to buy from the store. 191 of them
strongly agreed, 114 were agreed that they able to recognize my tea brand among competing
brands. 173 of majority strongly agreed, 132 of them agreed and 77 of then disagreed with
that they Know what product what it looks like while 49 of them have neutral opinion on
know what their tea product looks like. 166 agreed and 107 of them strongly agreed where 69
have neutral opinion on product package.

4.3.4.2 Brand Association

Statistics
Product Logo or symbol Imagination Unique
characteristics of product of product concept
Mean 4.07 4.11 4.45 4.31
Std. Deviation .815 .790 .704 .902
Mean and Std. Deviation of Brand Association

Source: Survey Data (2022)

The statistics shows that the high level of mean and lower SD for the brand association and
Imagination of product has the highest mean (4.45, 0.902).
 Scale

Disagree

Disagree
Strongly

Strongly
Neutral

Agree

Agree
Indicator

Total
Product 166 107
3 (0.8%) 7 (1.9%) 69 (19%) 364
characteristics (45.6%) (32.7%)
Logo or symbol of 166
3 (0.8%) 3 (0.8%) 69 (19%) 128(33.8) 364
product (45.6%)
Imagination of 3 7 132 201
- 364
product (0.8%) (1.9%) (36.3%) (55.2%)
28 135 184
Unique concept 10 (2.7%) 7 (1.9%)
(7.7%) (37.1%) (50.5%)
364

Brand Association and customer purchase intention in terms of branded tea

Source: Survey Data (2022)

Considering the BA, the most of the sample consumers agreed (166), 107 them strongly
agreed, and 69 shows neutral feeling on can quickly remember some of the characteristics of
product of their choice. 166 of them agreed, 128 were strongly agreed and 69 have neutral
opinion on recognizing Logo or symbol of product of their brand. 184 strongly agreed, 135
agreed and 17 disagreed with them believe in Unique concept while 28 have neutral opinion
on.

4.3.4.3 Perceived Quality

Statistics
High product Product Positive Features
quality reliability image
Mean 4.12 4.12 3.84 4.17
Std. Deviation .783 .788 .872 .796
Mean and Std. Deviation of Perceived Quality

Source: Survey Data (2022)

Statistical outcome shows highest mean for product features (4.17, 0.796), high product
quality (4.12, .783), Product reliability (4.12, .788) and Positive image of 3.84 mean and
0.872 SD.
 Scale

Disagree
Disagree
Strongly

Strongly
Neutral

Agree

Agree
Indicator

Total
High product quality 3 59 177 121
4 (1.1%) 364
(0.8%) (16.4%) (48.6%) (33.2%)
42 198 114
Product reliability 7 (1.9%) 3 (0.8%) 364
(11.5%) (54.4%) (31.3%)
66
21 198 72
Positive image 7 (1.9%) (18.1% 364
(5.8%) (54.4%) (19.1%)
)
59 153
Features - 10 (2.7%)
(16.2%) (42%)
142 (39%) 364
Perceived Quality and customer purchase intention in terms of branded tea

Source: Survey Data (2022)

177 of the respondents agreed, 121 strongly agreed, where 59 were have no opinion on
product quality. 198 of them agreed, 114 strongly agreed, and 66 shows neutral opinion on
Positive image of the tea brand had inspires them to buy. 153 of them agreed, 142 strongly
agreed, 59 have neutral opinion on that they interested in product features of the tea such as
freshness, smell, colour and its flavour.

4.3.4.4 Brand Loyalty

Statistics
Willing to Satisfaction Regard the Willing Willing to
continue the brand as to pay stick to the
brand ‘value for premium brand
money price
Mean 4.25 4.12 3.93 3.32 3.61
Std. Deviation .954 .755 .798 1.144 .980
Mean and Std. Deviation of Brand Loyalty

Source: Survey Data (2022)

The mean and SD of each variable associated with Brand Loyalty shows high value with
lower SD: Willing to continue the brand (4.25, 0.954), satisfaction (4.12, 0.755), value for
money (3.93, 0.798) and Willing to stick to the brand (3.61, .980). Willing to pay premium
price has moderate mean with high SD (3.32, 1.144).
 Scal

Disagree

Disagree
Strongly

Strongly
Neutral

Agree

Agree
e

Total
Indicator

Willing to continue 10 97 191

7 (1.9%) 59 (16.2%) 364
the brand (2.7%) (26.6%) (52.5%)
Satisfaction 14 194 114
- 42 (11.5%) 364
(3.8%) (53.3%) (31.3%)
Regard the brand as 21 66 194 83
- 364
‘value for money (5.8%)
(18.1%) (53.3%) (22.8%)
Willing to pay 52 101
28 (7.7%) 121(33.2%) 62 (17%) 364
premium price (14.3%) (27.7%)
Willing to stick to 24 77111
10 (2.7%) 142 (39%) 364
the brand (6.6%) (30.5%)
(21.2%)
Brand Loyalty and customer purchase intention in terms of branded tea

Source: Survey Data (2022)

Majority of the sample (191) strongly agreed, 97 agreed, 17 disagreed and 59 show neutral
feeling on their Willingness to continue the brand. 194 of them agreed, 114 strongly agreed
and 42 have neutral opinion on their brand has value for money. 101 have agreed, 62 strongly
agreed, 52 disagreed, 28 strongly disagreed with and 121 have neutral opinion on their
willingness to pay premium price. 11 of them agreed, 77 strongly agreed, 34 disagreed and
142 of majority has neutral opinion on their willingness to stick to the brand.

4.3.4.5 Purchase intention

Statistics
Will buy the Will make Personal and Recommend
product the same Family the products
choice Influence to others
Mean 3.56 3.56 3.48 3.99
Std. Deviation 1.095 1.130 1.055 1.045
Mean and Std. Deviation of Purchase intention

Source: Survey Data (2022)

The consumer willingness to recommend the products to others has high mean (3.99, 1.045)
where all the other has moderate mean with slightly high SD.
 Scal

Disagree

Disagree
Strongly

Strongly
Neutral

Agree

Agree
e

Total
Indicator

Will buy the 17 42 104

121(33.2%) 80 (22%) 364
product (4.7%) (11.5%) (28.6%)
Will make the same 31 21 97 73
149 (39%) 364
choice (8.5%) (5.8%) (26.6%) (20.1%)
128
Personal and Family 52 44 107 70
(35.2% 364
Influence (14.3%) (12.1%) (25.4%) (19.2%)
)
Recommend the 76 125 138
17 (4.7%) 7 (1.9%) 364
products to others (20.9%) (34.4%) (37.9%)
Purchase intention and customer purchase intention in terms of branded tea

Source: Survey Data (2022)

4.3.5 Hypothesis testing

Through the literature review, the researcher identified the Brand Awareness, Brand Loyalty,
Brand Association, perceived quality has a greater impact on customer purchase intention in
terms of branded tea in Sri Lanka. Based on the identified independent variables and
dependent variables, the researcher developed following hypothesis for the study.

1. H1: There is strong positive relationship between Brand Awareness and customer
purchase intention in tea industry in Sri Lanka.
2. H2: There is strong positive relationship between Brand Loyalty and customer
purchase intention in tea industry in Sri Lanka.
3. H3: There is strong positive relationship between Brand Association and customer
purchase intention in tea industry in Sri Lanka.
4. H4: There is strong positive relationship between Perceived quality and customer
purchase intention in tea industry in Sri Lanka.
4.3.5.1 Multiple regression analysis

Model Summary
Mo R R Adjusted R Std. Error
del Square Square of the
Estimate
1 .988 a
.975 .975 .165
a. Predictors: (Constant), Brand Loyalty , Brand
Awareness , Perceived Quality , Brand Association
Model Summary
Source: Survey Data (2022)

The multiple correlation coefficient “R” can be considered to be one measure of the quality
of the prediction of the dependent variable; in this case, purchase intention. A value of 0.988,
indicates a good level of prediction. The "R Square" shows the proportion of variance in the
dependent variable that can be explained by the independent variables. From the value of
0.975 that independent variables (Brand Loyalty, Brand Awareness, Perceived Quality, Brand
Association) explain 97.5% of the variability of dependent variable; purchase intention. The
remaining 2.5% is explained by all the other factors which are not included in this study.

ANOVAa
Model Sum of df Mean F Sig.
Squares Square
1 Regressi 388.162 4 97.041 3545.2 .000b
on 99
Residual 9.826 359 .027
Total 397.989 363
a. Dependent Variable: Purchase Intention
b. Predictors: (Constant), Brand Loyalty , Brand Awareness , Perceived
Quality , Brand Association

The Sig. indicates the statistical significance of the regression model that was run. Here,
0.000= p < 0.0005, which is less than 0.05, and indicates that, overall, the regression model
statistically significantly predicts the outcome variable (purchase intention). The model it is a
good fit for the data.
 Coefficientsa
Model Unstandardized Standardize t Sig.
Coefficients d
Coefficient
s
B Std. Error Beta
1 (Constant) -.938 .064 - .000
14.568
Brand .265 .058 .195 4.552 .000
Awareness
Brand -.214 .076 -.155 -2.806 .001
Association
Perceived .021 .052 .015 .395 .693
Quality
Brand Loyalty 1.113 .047 .935 23.598 .000
a. Dependent Variable: Purchase Intention

According to the above table, -.938is the constant at the significant level of 0.000. Consider
the effect of Brand Awareness, the B values are statistically significant at 0.05 (p < 0.05), the
unstandardized coefficient (B) is .265. The unstandardized coefficient for Brand Association
= -.214, Brand Loyalty = 1.113. The B values are statistically significant at 0.05 (p < 0.05)
where Brand Association and Brand Loyalty established the relationship with Purchase
Intention. Considering the Perceived Quality on Purchase Intention, P= 0. 693>0.05 and
hence, there is no relationship between Perceived Quality and Purchase Intention.

4.4 Findings
4.4.1 Demographic profile of the consumers
The study considers 12 different tea brands that are available in Sri Lanka. Dilmah, Zesta tea
and Watawala tea is the highly consuming tea brands where Bogawantalawa and Lipton tea is
using only few consumers in the sample. Majority of them in the sample were female tea
consumers and were at age group of 26–35, and 46–55 age category. The majority of the tea
consumers in the sample had a monthly income of 50001–70000 LKR where few had 30000
LKR or less monthly. Most of them were graduates and occupied in government sector.
4.4.2 Brand Awareness and customer purchase intention in terms of branded tea
The majority of consumers agreed (98.4%) on that they know the exact tea brand they want
to buy from the store. 98.1% of the majority of the sample agreed with that they able to
recognize my tea brand among competing brands. 97.3% of majority agreed with that they
know what product what it looks like while 97.3% of them agreed that their choice of their
brand's tea packaging is very interesting.

4.4.3 Brand Association and customer purchase intention in terms of branded tea
Considering the BA, the most of the sample consumers (97.3%) agreed that they can quickly
remember some of the characteristics of product of their choice. 98.4% of them agreed on
they are recognizing logo or symbol of product of their brand. 99.2% agreed with that they
believe in Unique concept of their brand.

4.4.4 Perceived Quality and customer purchase intention in terms of branded tea
97.3% of majority of the respondents agreed on high product quality of their tea brand and
92.3% of them agreed that the positive image of the tea brand had inspires them to buy.
Accordingly, 92.3% of them agreed that they interested in product features of the tea such as
freshness, smell, colour and its flavour.

4.4.5 Brand Loyalty and customer purchase intention in terms of branded tea
Majority of the sample (95.4%) agreed with their willingness to continue the brand. 96.2% of
them agreed that their brand has value for money. 94.2% have agreed with their willingness
to pay premium price for their tea brand. 90.7% of them agreed that they willing to stick to
the brand of their choice.
4.5 Summary
This chapter presents and analyse the demographic data and research data collected from 364
respondents who are consuming the branded tea available in Sri Lanaka. SPSS statistical
software version 24.0 was used to analyse these data. Brand Loyalty, Brand Awareness,
Perceived Quality, Brand Association are the independent variables where purchase intention
is the dependent variable which was taken for the data analysis. Statistical outcomes
evidenced that there is a relationship between Brand Loyalty, Brand Awareness, Brand
Association and purchase intention. There is not enough evidence to establish a relationship
between Perceived Quality, and purchase intention.

Hypothesis Test Tools Acceptance

H1: There is strong positive relationship
between Brand Awareness and customer
purchase intention in tea industry in Sri Regression analysis Accepted
Lanka.

H2: There is strong positive relationship

between Brand Loyalty and customer
Regression analysis Accepted
purchase intention in tea industry in Sri
Lanka.
H3: There is strong positive relationship
between Brand Association and customer
Regression analysis Accepted
purchase intention in tea industry in Sri
Lanka.
H4: There is strong positive relationship
between Perceived quality and customer
Regression analysis Not Accepted
purchase intention in tea industry in Sri
Lanka.
Hypothesis test