Professional Documents
Culture Documents
This chapter presents the analysis and interpretation of the data gathered. The
1. Description of profile
1.1 Sex
Table 1
Profile of the students in terms of Gender
This table shows that the profile of the respondents in terms of gender, male got a
total score of one hundred fifteen (115) out of two hundred sixty with a percentage
rate of 44% while female got a total of one hundred forty-five out of two hundred
Table 4
The table 4 revealed the profile of the respondents in terms of year level, first year
students got a score of seventy-six (76) while second year got zero, third year got a
score of one hundred twenty (120) and lastly fourth year students got a score of sixty-
Table 5
This table shows how the respondents in terms of brand image stated that their
cell phone brand is well known and prestigious got a highest mean score of 3.81 with an
adjectival description of “Agree” while on the other hand stated that their cell phone is
number one among cell phone brands got a lowest mean grade of 3.4 with an adjectival
description of “uncertain”. While their cell phone brand is fashionable and elegant got a
mean score of 3.71, and lastly other people judge them by the kind of mobile phone they used
say that their cell phones they are using is not really the number one brand among them
and they are not judge according to what cell phones they are using.
Table 6
The table above shows that the view point of the respondents in terms of brand
quality stated that the quality of their cell phone is good with a mean score of 3.73 followed
by their cell phone brand is more than just a product for them with a mean score of 3.72,
while cell phone brand have a reputation for high quality and cell brand offers very durable
products got the same mean score of 3.58 with an adjectival description of all statement
“Agree”.
Above mention results the grand mean of brand loyalty in terms of brand quality is
3.65 with an adjectival description of “Agree” based on the interview conducted by the
researchers, meaning to say the overall statements shown above had agreed towards the
Table 7
The above table revealed that the cell brand they are using relate to the pleasant
experience with a highest mean score of 3.68 with an adjectival description of ‘Agree”
followed by cell brand offers products with excellent features with a mean score of 3.65, and
cell brand products go with their way of life style and personality got a mean score of 3.56
On the other hand, cell phone brand increase desire to learn new thing and problem
solving got the lowest mean grade of 3.45 with an adjectival description of “uncertain”
according to the interview conducted by the researchers, respondents doesn’t affected on the
increase desire to learn new things and problem solving because according to them almost all
cell phone brand had already almost the same features offered and giving them pleasant
Table 8
The table above revealed that brand loyalty dimension of customer satisfaction as
to I am satisfied with the hardware functionality of my cell phone got a highest mean score of
3.8 followed by I am satisfied with the operating functionality or software system of my cell
phone with a mean score of 3.75, I would recommend my cell phone brand to my friends
with a mean score of 3.72, and lastly my cell phone is a good value for the money I paid got a
According to the interview conducted by the researchers, the respondents agreed and
met their satisfaction as a user of their cell phone with a grand mean of 3.74 with an
adjectival description of ‘Agree”. In line with this, it reflects the maximum number of people
think that the brand loyalty as to customer satisfaction is agreed and felt at the moment they
Table 9
The table above revealed that the respondents of brand switching cost as to I am
afraid that if I change my cell phone brand to another brand I will lose important files that I
have on it got the highest mean score of 3.72, I do not have time to get the information and
fully evaluate a new cell brand got a mean score of 3.67 followed by it required effort to
learn and understand features and setting of a new cell phone, it seems difficult and I am
afraid that my choice of another cell brand may reduce the esteem I have among my friends
got the same mean score of 3.64 with and adjectival description of “Agree”.
According to the interview conducted by the researchers, that statement 18 and 19 are
stated that they are afraid that if they change the cell phone brand to another brand they will
lose important files that they have on it and they do not have time to get the information and
fully evaluate a new cell brand are the main reasons why they do not want to switch their cell
brand.
2.6 Brand Loyalty
Table 10
This table shows that the above statements of the respondents of brand loyalty as
to cell brand is the first choice among cell phone brands got a highest mean score of 3.95
followed by they would choose the current cell phone brand even if the other brand has
the same functionality as the current cell phone got a mean score of 3.91.
On the other hand, consider their self to be loyal to their cell phone brand and if they
could, they would rather change to another company’s mobile phone got the lowest mean
grade with 3.73, and 3.65 respectively with an adjectival description of “Agree”.
According to the interview conducted, the statement number 21 revealed that they are
still agree to change cell phone brand if they can, because some cell phone brand
3.1 Sex
Table 11
Table 11 shows that all dimensions of brand loyalty (namely: image, quality,
experience, customer satisfaction, switching cost, and loyalty) were no relationship to sex
profiling of the respondents having above 0.05 level (2-tailed) test. This denotes that
there is a no relationship between sex of the respondents and brand loyalty dimensions.
experience, customer satisfaction, switching cost, and loyalty), quality and customer
satisfaction have the highest value for Pearson correlation test in almost all dimensions of
brand loyalty.
3.2 Age
Table 12
Table 12 shows that all dimensions of brand loyalty (namely: image, quality,
experience, customer satisfaction switching cost, and loyalty) were no relationship to age
profiling of the respondents having above 0.05 level (2-tailed) test. This denotes that
there is a no relationship between age of the respondents and brand loyalty dimensions.
experience, customer satisfaction switching cost, and loyalty), brand experience have the
highest value for Pearson correlation test in almost all dimensions of brand loyalty.
3.3 Allowance
Table 13
Table 13 shows that all dimensions of brand loyalty (namely: image, quality,
monthly allowance profiling of the respondents having above 0.05 level (2-tailed) test.
This denotes that there is a no relationship between age of the respondents and brand
loyalty dimensions.
Among the dimensions of brand loyalty mentioned (namely: image, quality,
experience, customer satisfaction switching cost, and loyalty), brand loyalty have the
highest value for Pearson correlation test in almost all dimensions of brand loyalty.
Table 14
Table 14 shows that all dimensions of brand loyalty (namely: image, experience,
customer satisfaction switching cost, and loyalty) were no relationship to year level
profiling of the respondents having above 0.05 level (2-tailed) test. Only quality
experience, customer satisfaction switching cost, and loyalty), brand quality have the
highest value for Pearson correlation test in almost all dimensions of brand loyalty.