BRM 681

BUSINESS RESEARCH

INDIVIDUAL ASSIGNMENT
DATA INTERPRETATION

PREPARED FOR:
ASSOC. PROF DR NOORAINI M. SHERIFF

PREPARED BY:
FATIN NUR FARISHA BT MOHD RAZALI (2018460068)

GROUP:
AA7001BF
1.1 Reliability Analysis

By using the Cronbach Alpha Coefficient, the results exhibited in Table 1.1 shows that none of
the items measuring the variable would increase the reliability if they were deleted. According to
Cronbach’s (1950) rule of thumb, the internal consistency reliability of interior design variable
(α = 0.900) and physical evidences variable (0.847) can be considered as very good. Besides, the
Cronbach’s alpha for variables is 0.938, which indicates that the overall internal consistency
reliability is excellent. Therefore, there is no item needed to be deleted in the questionnaire since
all the items in the questionnaires are all reliable.

Table 1.1
Reliability Analysis
Variable No. of Items Cronbach’s Alpha Results
Exterior Design 6 .550 Poor
Interior Design 18 .900 Very Good
Physical evidences 9 .847 Very Good
Willingness 5 .783 Good
OVERALL 38 .938 Excellent

2.1 Demographic Statistics: Measures of Central Tendencies and Dispersion

The frequencies for the number of respondents for the sample are shown in Table 2.1.
there are 93 number of female respondents which represented by 58% and the remaining 42% of
the respondents are male. Besides, there are 57% of the respondents who are already married.
Meanwhile, it can be seen that the greatest number of respondents in the sample are Malay
(74%). Next, it can be found that large number of respondents have income level of RM3001-
RM4000 and RM1001-RM2000 which represented by 31% and 29% respectively. Moreover,
most of the respondents are Diploma holders (28%) and Bachelor’s Degree holders (26%).
About 50% of the respondents are between 26-35 years old. Furthermore, 25% of the
respondents have 3 children and majority of the respondents often go to a hypermarket once
(41%) or twice (36%) every month.
Table 2.1
Demographic Profile of Respondents (n=160)
n=160
Demographic Items
Frequency (n) Percentage (%)
Male 67 41.9
Gender Female 93 58.1
TOTAL 160 100.0
Single 59 36.9
Married 91 56.9
Marital status
Divorced 10 6.2
TOTAL 160 100.0
Malay 119 74.4
Chinese 31 19.4
Race
Indian 10 6.3
TOTAL 160 100.0
Less than RM1000 16 10.0
RM1001-RM2000 46 28.8
RM2001-RM3000 26 16.3
Income Level RM3001-RM4000 49 30.6
RM4001-RM5000 11 6.9
More than RM5000 12 7.5
TOTAL 160 100.0
SRP 20 12.5
SPM 26 16.3
STPM 11 6.9
Education Level Diploma 44 27.5
Bachelor’s Degree 42 26.3
Bachelor 17 10.6
TOTAL 160 100.0
18-25 15 9.4
26-35 80 50.0
Age 36-45 42 26.3
46-55 23 14.4
TOTAL 160 100.0
1 32 20.0
2 30 18.8
3 40 25.0
No of Children 4 16 10.0
5 15 9.4
Not Applicable 22 13.8
TOTAL 160 100.0
one 66 41.3
Often go to a twice 57 35.6
hypermarket three times 15 9.4
(monthly) More than three times 22 13.8
TOTAL 160 100.0
3.1 Descriptive Statistics: Measures of Central Tendency and Dispersion

Based on results in Table 3.1, signage had the highest mean value of 4.02 (standard
deviation (S.D.) = 0.74), followed by exterior design with mean value of 3.97 and standard
deviation of 0.81). Outdoor lightning yields the lowest mean value of 3.15 (S.D. = 0.90).

Table 3.1
Descriptive Analysis of Satisfaction on Exterior
Item Mean Std. Dev. Ranking (based on Mean)
Exterior design of the hypermarket 3.97 .81 2
Signage to direct customers to parking area, 4.02 .74 1
trolleys, entrances & exits
Parking space provided 3.96 .73 3
Appearance of the hypermarket i.e. land area 3.89 .79 5
resulting from its design, planting of trees,
flowers and etc.
Surrounding environment 3.94 .74 4
Outdoor lighting 3.15 .90 6
Overall Mean 3.82

Based on results in Table 3.2, equipment and facilities like trolleys and decorations used
by the store had the highest mean value of 4.32 and standard deviation value ranging from 0.70
to 0.74. Next, Color schemes used in the store yields the lowest mean value of 3.20 (S.D. =
0.99).

Table 3.2
Descriptive Analysis of Satisfaction on Interior
Std.
Item Mean Ranking (based on Mean)
Dev.
Interior design of the hypermarket 4.25 .75 6
Equipment & facilities: Trolleys 4.32 .70 1
Equipment & facilities: Price Scanners 3.92 .96 13
Equipment & facilities: Weighing Machines 3.79 .99 14
Equipment & facilities: Wash Rooms 3.78 .80 15
Equipment & facilities: Prayer Room 3.71 .97 17
Physical layout of the store 4.29 .70 5
Air quality inside the store 4.30 .85 4
Temperature within the store 4.25 .91 7
Lighting used in the store 4.00 .71 11
Color schemes used in the store 3.20 .99 18
Smells derived within the store 4.24 .79 8
Background music played in the store 4.22 .79 9
Noise in the store 4.16 .90 10
Location of shopping aisle 4.00 .79 12
Width (broadness) of shopping aisle 4.31 .77 3
Decorations used by the store 4.32 .74 2
Displays facilities used by the store (for 3.74 .81 16
clothing’s, electrical goods, dry food, wet
food and alike)
Overall Mean 4.04

Based on results in Table 3.3, clarity of receipt issued had the highest mean value of 4.03
and standard deviation value of 0.71, followed by the next highest is employees characteristic of
friendliness with mean value of 3.77 and standard deviation of 0.78. Next, number of employees
yields the lowest mean value of 3.66 (S.D. = 0.75).

Table 3.3
Descriptive Statistics for Satisfaction on Physical Evidence
Std.
Item Mean Ranking (based on Mean)
Dev.
Clarity of receipt issued 4.03 .71 1
Employees characteristics: Friendliness 3.77 .78 2
Employees characteristics: Knowledge 3.82 .87 8
Employees characteristics: Courteousness 3.89 .88 5
Employees characteristics: Politeness 4.06 .85 4
Employees characteristics: Service orientation 4.18 .89 3
Employees uniform (neat, professional) 3.83 .74 7
Number of employees 3.66 .75 9
Brochures distributed within the store 3.86 1.03 6
Overall Mean 3.9
 Based on results in Table 3.4, customer willingness to come back and shop at the store
had the highest mean value of 3.91 and standard deviation value of 0.72. However, customer
willingness to explore within the store yields the lowest mean value of 3.21 (S.D. = 0.83).

Table 3.4
Descriptive Analysis of Willingness
Std.
Item Mean Ranking (based on Mean)
Dev.
My willingness to visit the store 3.86 .87 3
My willingness to stay in the store 3.77 .83 4
My willingness to explore within the store 3.21 .83 5
My willingness to come back and shop at the 3.91 .72 1
store
I will encourage others to shop at the store 3.87 .83 2
Overall Mean 3.72

From the results shown in Table 3.5, it can be seen that the overall mean on interior (4.04) of a
hypermarket is ranked as the first highest, followed by satisfaction on hypermarket’s physical
evidence (3.90) and exterior (3.82). Meanwhile, the standard deviation of satisfaction on
hypermarket’s interior and physical evidence indicate the same standard deviation of 0.83.

Table 3.5
Overall Mean and Standard Deviation for Customers Satisfaction Level and Customers’
Willingness

Types of Variables Mean Standard Deviation Rank (based on mean)

Satisfaction on Exterior 3.82 0.79 3
Satisfaction on Interior 4.04 0.83 1
Satisfaction on Physical Evidence 3.90 0.83 2
Willingness 3.72 0.82
4.1 Regression Analysis

Based on the table 4.1, the F-test value is 41.507 and the p-value of the F-test is 0.000
(significant at p < 0.05). This indicates that all the independent variables have a significant
relationship with the dependent variable of customer willingness. Next, the adjusted R-square
obtained is 0.444. This indicates that 44% of the variance in dependant variable is explained by
the independent variables of customer satisfaction on exterior, interior and other physical
evidence of a hypermarket. The other 56% of the variance in dependant variable of customer
willingness can be explained by other factors.
Between the 3 independent variables in the study, only satisfaction on physical evidence
is significant at point 0.000 (based on 95% level of confidence). The stardardized beta coefficient
for satisfaction on physical evidence in a hypermarket is 3.731. This indicates that 37% of the
variance in willingness to shop at the hypermarket is expalined by the satisfaction on physical
evidence. Moreover, the satisfaction on physical evidence of a hypermarket is found to have
positive relationship with customer willingness to shop at the hypermarket, which means the
higher the level of satisfaction on physical evidence, the higher the willingness of the customer
to shop at the hypermarket.

Table 4.1
Regression analysis for types of risks and customers’ patronage at Aliya Hotel.
Item Standardize Beta (t) Significant (p)
Satisfaction on Exterior .095 1.296 .197

Satisfaction on Interior .399 3.731 .000

Satisfaction on .241 2.466 .015

Physical Evidence
R-square .444
Adjusted R-Square .433
F-Value 41.507
p-Value .000