Tools used

The test is carried out using SPSS tool where the variables that are to be tested
for independence is entered and results are identified. The various tests are done by
using SPSS are percentage analysis, chi-square, and rank analysis using weighted
average method.

o ANOVA: Analysis of variance (ANOVA) helps to examine the significant
mean difference among more than two groups on an interval or ratio-scaled
dependent variables.
o T-Test: A t-test is used to detect any significant difference in the means for
two groups in the variables of interest. That is, a nominal variable that is split
into two subgroups is tested to see if there is a significant mean difference
between the two spilt groups on a dependent variable, which is measured on
an interval or ratio scale.
o Weighted average: An average in which each quantity to be averaged is
assigned a weight. These weightings determine the relative importance of each
quantity on the average. Weightings are the equivalent of having that many
like items with the same value involved in the average.
o Factor analysis: Factor analysis is a statistical technique used for replacing a
large number of variables with a smaller number of factors that reflect what
sets of variables have in common with one another. It is commonly used in an
exploratory way to identify what underlies a set of otherwise loosely related
variables.
o Chi-square method
The chi square test procedure tabulates a variable into categories and
computes a chi square statistic. This goodness-of-fit test compares the observed
and expected frequencies in each category to test that all categories contain the
same proportion of values or test that each category contains a user-specified
proportion of values.
The chi-square test for independence examines whether knowing the value
of one variable helps to estimate the value of another variable. The chi-square test
for homogeneity examines whether two populations have the same proportion
of observations with a common characteristic.

o Percentage analysis
Percentage method refers to a specified kind which is used in making
comparison between two or more series of data. Percentages are based on
descriptive relationship. It compares the relative items. Since the percentage
reduces everything to a common base and thereby allow meaning comparison.

Percentage = Number of respondents x 100
Total no of respondents.

Correlation
Correlation refers to any of a broad class of statistical relationships
involving dependence. Correlations are useful because they can indicate a
predictive relationship that can be exploited in practice.
Regression Analysis
The main objective of regression analysis is to explain the variation in
one variable (dependent variable), based on the variation in one or more other
variations independent variable). The applications areas are in explaining
variations in sales of a product based on advertising expenses, or number of
sales people, or number of sales offices, or on all the above variables. If there
is only one dependent variable and one independent variables used to explain
the variation in it, then the model is known as a simple regression.
If multiple independent variables are used to explain the variation in a
dependent variable, it is called a multiple regression model. Even though the
form of the regression equation could be either linear or linear, we will limit
our discussion to linear models.
As seen from the preceding discussion, the major application of
regression analysis in marketing is in the area of sales forecasting, based on
some independent (or explanatory) variables. This does not mean that
regression analysis is the only technique used in sales forecasting, and
regression is only one of the better known (and often used) quantitative
techniques.