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论文题目：Quantitative Research-Group Assignment
论文语言：英语论文 English
论文专业：MSC Marketing
字数：300
学校国家：英国 U.K.
是否有数据处理要求：是
您的学校：
论文用于：Master Term Paper 硕士课程作业补充要求和说明：
分到的是第3题（不知道是否需要数据处理）
3.Do male and female customers differ in their perceived brand images of Burberry for the various dimensions that you have indentified? [10 %]
havard
2,3个参考文献
 
 
第一个文件: 题目要求：我负责的是第三问 --应该用T-test
 
the second one:做题目需要的数据(原始数据)
 
第三和第四个是第二题的数据结果和文字叙述（因为第三题是在第二题的基础上做的）
 
第五个文件好像与我无关
 
因为是3000字的论文，每人需要写出550-600字
需要3-4个references（havard)

As is showed in second part, the consumers’ perceived brand image of Burberry has five dimensions: brand personality, brand attributes, benefit, durability and price. The five dimensions are divided into two groups: male and female and then they are tested by SPSS version 17. The result is as follows:
 number percentage
male 96 34.66%
female 181 65.34%
total 277 100.00%
Figure 1 the descriptive statistics of samples
dimension gender mean Std. Deviation Std. Error Mean
brand personality male -0.0560573 0.90502302 0.09236853
 female 0.0297321 1.04808553 0.07790358
brand attributes male 0.1055114 1.11891087 0.11419836
 female -0.0559619 0.92924126 0.06906996
benefit male -0.2655071 1.10751216 0.11303499
 female 0.1408214 0.91018257 0.06765334
durability male 0.1285214 1.0373072 0.10586972
 female -0.068166 0.975684 0.07252202
price male -0.0751997 1.06409935 0.10860419
 female 0.0398849 0.96494093 0.07172349
Figure 2 the descriptive statistics of the dimensions
Figure 1 and 2 are the descriptive statistics (Hannu, 1983). From figure 1, it can get the conclusion that in the samples studied women accounted for about 65% which is higher https://www.51lunwen.org/ygshlw/2012/0613/0920456665.html than male which accounted for 34%. Figure 2 shows that compared with the female, male have higher mean of brand attributes and durability. With the other three dimensions, they are lower than female. It means that the brand attributed and the durability are better recognized by male than female while the brand personality, benefit and the price are more acceptable among women than men.
Figure 3 illustrates the results of T-test. Levene’s test (Seize, 1977) is used to test whether the variances are equal, if the statistical significant is higher than 0.1 which is the highest point allowed (Brown, 1967), the variance is not equal. Accordingly, the variances of brand personality and benefit are equal. The other three dimensions’ are not equal. Column 4 is the t-test under the situations of equal variances assumed and equal variances not assumed. The brand personality which has equal variances shows that the conspicuousness of t-test is 0.498, which is higher than 0.1, so the male and female have no different opinions about the brand personality, so is the brand personality. The significance of benefit is 0.001. That means the male has higher reorganization of the Burberry’s benefit than female significantly.  About the brand attributes, durability and the price, the relevant significances are higher than the allowed valued. It means male and female have no cognitive difference for the本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。