Marketing Research Report

Topics: Environment, Research, Regression analysis Pages: 15 (3737 words) Published: October 12, 2011
AMB 201 Marketing and Audience Research

Marketing Research Report on environmentally friendly purchase behaviour

Word Count: 3000 Words (including tables, figures, references and appendix) TABLE OF CONTENT
Executive Summary1
1. Introduction and Background2
1.1Importance of the research2
1.2Scope2
1.3Research problem2
1.4Aims and Objectives3
2. Methodology4
2.1Methodological considerations and assumptions4
2.2Sample considerations4
2.3Data collection and framework, and analytical considerations4
3. Ethical Considerations5
4. Analysis6
4.1 Descriptive Statistics6
4.1.1 Gender6
4.1.2 Age7
4.1.3 Qualification9
4.2 Regression Analysis10
4.2.1 Regression of personal values on environmental concern10
4.2.2 Regression of environmental concern on direct environmental behaviour12
4.2.3Regression of environmental concern on indirect environmental behaviour13
4.2.4 Regression of environmental concern on willingness to pay14
4.3 T-test and ANOVA15
4.3.1 T-test to compare men with women15
4.3.2 ANOVA to compare people with different education17
5. Findings18
5.1 Hypotheses Testing18
5.2 Gender and Qualification20
6. Recommendation21
7. Limitations22
Referencesi
Appendicesii
Appendix A – Questionnairesii
Appendicesiii
Appendix B – ANOVA to compare people with different education leveliii

LIST OF TABLES
Table 1 Model Summary of personal values on environmental concern10
Table 2 ANOVA of personal values of environmental concern10
Table 3 Coefficients of personal values of environmental concern10
Table 4 Model summary of environmental concern on direct environmental behaviour12
Table 5 ANOVA of environmental concern on direct environmental behaviour12
Table 6 Coefficients of environmental concern on direct environmental behaviour12
Table 7 Model summary of environmental concern on indirect environmental behaviour13
Table 8 ANOVA of environmental concern on indirect behaviour13
Table 9 Coefficients of environmental concern on indirect environmental behaviour13
Table 10 Model summary of environmental concern on willingness to pay14
Table 11 ANOVA of environmental concern on willingness to pay14
Table 12 Coefficients of environmental concern on willingness to pay14
Table 13 Group Statistics of t-test compare men with women15
Table 14 Independent Sample Test of t-test compare men with women16
Table 15 ANOVA table to compare people with different education17

LIST OF FIGURES

Figure 1 Gender6
Figure 2 Age Distribution (unclean data included)7
Figure 3 Age Distribution (cleaned data)8
Figure 4 Qualification9
Figure 5 Significant hypotheses18

Executive Summary

Irresponsible human behaviours are impacting the environment. Therefore, environmental concern groups and also the governments around the world are trying to do something hoping to change people’s attitude towards environmentally friendly issues. This report aims at predicting the factors that motivate consumers to engage in environmentally friendly purchase behaviours. Convenience sampling of non-probability techniques was used to collect data. The data collected was then analysed by regression analysis, t-test and ANOVA. It was found out that political and technological factors have a positive relationship with environmental concern while success or anthropocentric have a negative relationship with environmental concern. Furthermore, environmental concern has a positive relationship with direct and indirect environmentally friendly behaviour and willingness to pay for environmentally friendly purchase behaviour. However, the relationships were not strong. Therefore, it is recommended that a further, more in-depth research should be conducted to find out the substantial factors that affect consumers’ environmentally friendly purchase behaviour.

1. Introduction and Background
1.1 Importance...

References: Australian Bureau of Statistics. (2009). Population by Age and Sex, Australian States and Territories, Jun 2009. Retrieved March 29, 2010 from http://www.abs.gov.au/Ausstats/abs@.nsf/mf/3201.0
American Marketing Association. (2010). Statement of ethics: Ethical norms and values for marketers. Retrieved March 23, 2010, from http://www.marketingpower.com/AboutAMA/Pages/Statement%20of%20Ethics.aspx
Qualtrics. (2010). Factor analysis. Retrieved Mary 22, 1020 from http://www.qualtrics.com/university/factor-analysis/
Resnik, D. (2010). What is ethics in research and why is it important? Retrieved March 22, 2010, from http://www.niehs.nih.gov/research/resources/bioethics/whatis.cfm
Statistics Solutions. (2009). Factor analysis. Retrieved March 22, 2010 from http://www.statisticssolutions.com/methods-chapter/statistical-tests/factor-analysis/
Zikmund, W., Ward, S., Lowe, B. & Winzar, H. (2007). Marketing research. Thomson, Melbourne, Australia
Appendices
Appendix A – Questionnaires
Appendices
Appendix B – ANOVA to compare people with different education level
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