Analysis of data

[Name of the writer]

[Name of the institution]

Analysis of data

1.1 Analysis of H1 (I-branding will tremendously stimulate the sales of red wine in China):
Statistics
What do you think the advantages of branding via Internet for red wine?
N

Valid

182

Missing

0
2.26
2.00
2

Mean
Median
Mode

Descriptive analysis is a statistical technique that analysis the mean, median, and mode of the responses. The above table
shows that respondents believe that there are numbers of advantages of branding red wine via internet. The mean value shows
that most of the respondents chose an option of information will spread faster on the internet. Median is the highest middle
value and highest middle value is 2. It is interpreted that respondents believe that I-branding is effective in raising the sales of
red wine in china. mod e shows that high occurring option was information will spread faster on the internet, thus, when
information spreads faster on the internet, companies attract more customers because of an interaction between them and this
leads to the higher sales of red wine in china via i-branding. Hence, alternative hypothesis: I-branding will tremendously
stimulate the sales of red wine in China is accepted.
Correlations

To what extent you agree the

following aspects:-making use of
Internet marketing reasonably will
increase the sales of red wine

Pearson Correlation

To what extent you

agree the following
aspects:-making use
of Internet marketing
reasonably will
increase the sales of
red wine

To what extent you

agree the following
aspects:-Internet
marketing severely
contributes to
promote red wine

.609

Sig. (2-tailed)
N

182

**

To what extent you

agree the following
aspects:-Internet
marketing helps to
enhance the brand
image of red wine
.320

**

To what extent you

agree the following
aspects:-Internet is
good for maintaining
customer relationship
.303

.000

.000

.000

182

182

182

**

I-branding takes place via internet. Above table shows sales of red wine in china and use of internet in marketing and
branding red wine. Pearson correlation tests an association between two or more variables. It checks a positive and negative
relationship along with the intensity of a relationship. Sales of red wine is directly and strongly related to promotion of red wine

via internet marketing. The value of Pearson correlation of this relationship is 0.609; a relationship is highly positive between the
variables. With the increase in marketing activity of promoting red wine, sales of red wine in china will increase. Similarly,
Pearson correlation value between sales of red wine in china and enhancement in brand image via internet marketing is 0.320
which shows that the relationship between two variables is highly positive and strong. With the increase in brand image via
internet, sales of red wine ion china will also increase. Lastly, the Pearson correlation value of sales of red wine in china and
customer relationship via intern is 0.303 which shows that two variables are highly and positively correlated to each other. The
sales of red wine in china will increase with the increase of customer relationship via internet. P value of all the three
relationships is 0.000 which is less than 0.05, thus, H1: I-branding will tremendously stimulate the sales of red wine in China is
accepted.

1.2 Analysis of H2 (Social networks, ccompared with traditional promotion mix, will tremendously stimulate the sales of
red wine in China):
Correlations
To what extent you
agree the following
aspects:-making use of
Internet marketing
reasonably will increase
the sales of red wine
Pearson Correlation

To what extent you agree the following

1.000
aspects:-making use of Internet marketing
reasonably will increase the sales of red
wine

To what extent you

agree the following
aspects:-social networks
help customer know
more about red wine

To what extent you

agree the following
aspects:-social networks
help red wine brand to
be familiar to the public

.355

.415

The above table of correlation shows that increases in sales of red wine in china is highly, positively and directly
correlated to social networks marketing for enabling customer know more about red wine. The value of Pearson correlation is
0.335 which shows a positive and strong relationship between the two variables. Moreover, relationship between increases in
sales of red wine in chine is more strongly correlated to social networks help red wine brand to be familiar to the public as the
value is 0.415 which sows a direct, positive, and strong relationship. Hence, H2: Social networks, ccompared with traditional

promotion mix, will tremendously stimulate the sales of red wine in China is accepted as correlation analysis shows that
increases in sales of red wine in china is due to marketing via social networks.
ANOVA

Model
1

Sum of Squares

df

Mean Square

Sig.

Regression

11.800

5.900

21.137

.000

Residual

49.964

179

.279

Total

61.764

181

The f distribution shows that f calculated value 21.137 is greater than f tabulated value 2.9957, which shows that null
hypothesis is rejected and alternative hypothesis H2: Social networks, ccompared with traditional promotion mix, will
tremendously stimulate the sales of red wine in China is accepted. Social network is marketing technique of internet that has
proved to increase the sales of products because numbers of users use social networks such as facebook, twitter, etc. Moreover, p
value is 0.000 which is highly significant as it is less than 0.0.5. It shows a significant relationship between social network
marketing and sales of red wine. As p value > 0.05, H2: Social networks, ccompared with traditional promotion mix, will
tremendously stimulate the sales of red wine in China is accepted.
Coefficients

Model
1

(Constant)

Unstandardized Coefficients

Standardized
Coefficients

Std. Error

Beta

1.692

.243

Correlations
t

Sig.

6.960

.000

Zero-order

Partial

Part

To what extent you agree the .178

following aspects:-social
networks help customer
know more about red wine

.088

.169

2.029

.044

.355

.150

.136

To what extent you agree the .325

following aspects:-social
networks help red wine brand
to be familiar to the public

.085

.316

3.803

.000

.415

.273

.256

Beta coefficients show the direction of a relationship between constant and independent variables. Social network helps
customer know more about red wine hold a direct relationship with sales of red wine in china, it indicates that with the
increases in social network marketing, the sales of red wine will increase as it helps customer to know more about red wine.
Similarly, social networks help red wine brand to be familiar to the public holds directly relationship with sales of red wine in

china, in indicates that by using social network strategy, sale in china will increase because it makes public more familiar with
red wine.
1.3 Analysis of H3 (E WOM will tremendously stimulate the sales of red wine in China):
What do you think the effects of online WOM in red wine market?

Valid

Frequency

Percent

Valid Percent

Cumulative Percent

Influence final purchase decision

28

15.4

15.4

15.4

Influence customer attitude

106

58.2

58.2

73.6

Influence customer loyalty

23

12.6

12.6

86.3

Influence the whole marketing strategy

25

13.7

13.7

100.0

Total

182

100.0

100.0

The above table of frequency distribution shows that online WOM has multiple effects in red wine market. Online WOM
is an internet marketing strategy that is considered to be effective by millions of consumers of red wine. The above table shows
that most of the respondents answered that online WOM influences customer attitude. The frequency of respondents of this
affect is 106. It is interpreted that when customers get exposed to the information of red vine visa online WOM, it affects on the
attitude of the customers and customers purchase more red wine because in online WOM makes it reliable and accessible for the
customers to buy red wine. Following is the graphical presentation of frequency distribution:

Correlations

Pearson Correlation

To what extent you agree the following aspects:online WOM helps to maintain customer loyalty

To what extent you agree the

following aspects:-online
WOM helps to maintain
customer loyalty

To what extent you agree the

following aspects:-making use
of Internet marketing
reasonably will increase the
sales of red wine

1.000

.303

Correlation analysis shows that sales of red wine is directly and strongly related to variable of online WOM. Pearson
correlation value is 0.303,it indicates a positively strong relationship. It is interpreted that with the increase in online WOM
activity, the dales of red wine in china will increase as online WOM increases the customer loyalty and customers buy more red
wine, thus, H3: E WOM will tremendously stimulate the sales of red wine in China is accepted.
ANOVA

Model
1

Sum of Squares

df

Mean Square

Sig.

Regression

7.178

7.178

18.186

.000

Residual

71.042

180

.395

Total

78.220

181

The f distribution shows that f calculated value 18.186 is greater than f tabulated value 3.8415, which shows that null
hypothesis is rejected and alternative hypothesis H3: E WOM will tremendously stimulate the sales of red wine in China is
accepted. E-WOM is a marketing strategy via internet that has positive effect on the customer attitude ion purchasing red wine.
Online WOM provides customer loyalty that helps in increasing its sales. Moreover, p value is 0.000 which is highly significant
as it is less than 0.0.5. It shows a significant relationship between online WOM and sales of red wine. As p value > 0.05, H3: E
WOM will tremendously stimulate the sales of red wine in China is accepted.

Coefficients

Model
1

(Constant)

Unstandardized Coefficients

Standardized
Coefficients

Std. Error

Beta

1.802

.262

To what extent you agree the .341

following aspects:-making
use of Internet marketing
reasonably will increase the
sales of red wine

.080

.303

Correlations
t

Sig.

6.877

.000

4.264

.000

Zero-order

Partial

Part

.303

.303

.303

Beta coefficient shows that there is a direct relationship of online WOM with the sales of red wine in china. The value of
beta coefficient is 0.303 which shows that with the increase in online WOM activity, sales will increase because of the increased
customer loyalty. Following is the regression equation:
= 1.802 + 0.341 (sales of red wine in china)
Regression equation shows that when online WOM increase the customer loyalty by 1 percent, the sales of red wine in
china will increase by 0.341 percent.
1.4 Analysis of H4 (Social networks magnificently contributes to reinforce the customer relationships):

What do you think the possible benefits of social networks that can help to promote red wine?
Frequency
Valid

Percent

Valid Percent

Cumulative Percent

Acknowledge customer's basic

information(age, interest)

46

25.3

25.3

25.3

Acknowledge customer's attitude about the

red wine market

56

30.8

30.8

56.0

Get more information about the competitors

14

7.7

7.7

63.7

Know the shortcoming of the product by the

comments online

24

13.2

13.2

76.9

Reinforce customer relationships

26

14.3

14.3

91.2

Emergency handling

16

8.8

8.8

100.0

182

100.0

100.0

Total

Frequency distribution shows that there are various benefits of social networks in promoting red wine. For testing the
hypothesis, it is observed that 26 respondents answered that social networks reinforces the customer relationship which is a
significant benefit of social networks in promoting red wine.

One-Sample Test
Test Value = 0
95% Confidence Interval of the Difference
t
To what extent you agree the
following aspects:-social networks
help customer know more about red
wine

df
74.460

Sig. (2-tailed)
181

.000

Mean Difference

Lower

3.0549

Upper
2.974

3.136

One-sample test shows that p value is 0.000 which is less than significance level 0.05, thus, alternative hypothesis is
accepted that is, social networks reinforces customer relationship. Moreover, t calculated 74.460 is greater than t tabulated 1.645,
it indicates that H4: Social networks magnificently contributes to reinforce the customer relationships is accepted.

1.5 Analysis of H5 (E WOM severely contributes to deliver and enhance the brand image via Internet):

To what extent you agree the following aspects:-online WOM facilitates the red wine brand image to customers * Do you think Internet marketing can help
to enhance the brand image for the red wine? Cross tabulation
Count
Do you think Internet marketing can help to enhance
the brand image for the red wine?

To what extent you agree the following

Strongly Disagree
aspects:-online WOM facilitates the red wine
Disagree
brand image to customers
Agree
Strongly Agree
Total

Yes

No

Total

21

21

109

18

127

29
164

0
18

29
182

Cross tabulation analysis shows that the respondents who think internet marketing enhances the brand image agreed and
strongly agreed that online WOM facilitates the red wine brand image to customers. Thus, H5: E WOM severely contributes to
deliver and enhance the brand image via Internet is accepted as it clearly shows that online WOM is an online marketing strategy
that builds and increases the brand image of red wine.

Chi-Square Tests
Value
Pearson Chi-Square
Likelihood Ratio
Linear-by-Linear Association
N of Valid Cases

8.651
13.793
.006
182

df

Asymp. Sig. (2-sided)

3
3
1

.034
.003
.937

Chi-square is a non-parametric test which analyzes a significant association between the variables. O value of chi-square
is 0.034 which is less than 0.05 (significance level), therefore, null hypothesis is reject and H5: E WOM severely contributes to
deliver and enhance the brand image via Internet is accepted. It shows that enhanced brand image is not independent to E-WOM
and there is an association between the variables. moreover, 2 calculated 8.651 is greater than 2 tabulated 7.815, thus,
alternative hypothesis is accepted and it is interpreted that E-WOM enhances the brand image of red wine via internet.