NEW FILE. SORT CASES BY name(D). SORT CASES BY logo(A). SORT CASES BY logo(D). SORT CASES BY ambassador(D).

SORT CASES BY
outlet(A) advertisement(D). SORT CASES BY advertisement(D). SORT CASES BY outlet(D). DISCRIMINANT /GROUPS=origin(1 2)
/VARIABLES=name logo advertisement outlet ambassador /ANALYSIS ALL /SAVE=CLASS SCORES PROBS /PRIORS EQUAL
/STATISTICS=MEAN STDDEV UNIVF BOXM COEFF RAW CORR TABLE /PLOT=CASES /CLASSIFY=NONMISSING POOLED.

Discriminant
 Notes

Output Created 04-Sep-2010 16:51:13

Comments

Input Active Dataset DataSet3

Filter <none>

Weight <none>

Split File <none>

N of Rows in Working Data File 150

Missing Value Handling Definition of Missing User-defined missing values are treated as
missing in the analysis phase.

Cases Used In the analysis phase, cases with no user- or

system-missing values for any predictor
variable are used. Cases with user-, system-
missing, or out-of-range values for the
grouping variable are always excluded.

Syntax DISCRIMINANT
/GROUPS=origin(1 2)
/VARIABLES=name logo advertisement
outlet ambassador
/ANALYSIS ALL
/SAVE=CLASS SCORES PROBS
/PRIORS EQUAL
/STATISTICS=MEAN STDDEV UNIVF
BOXM COEFF RAW CORR TABLE
/PLOT=CASES
/CLASSIFY=NONMISSING POOLED.

Resources Processor Time 0:00:00.078

Elapsed Time 0:00:00.077

Variables Created or Modified Dis_1 Predicted Group for Analysis 1

Dis1_1 Discriminant Scores from Function 1 for

Analysis 1

Dis1_2 Probabilities of Membership in Group 1 for

Analysis 1

Dis2_2 Probabilities of Membership in Group 2 for

Analysis 1

Number of unweighted cases written to the working file after 150

classification
[DataSet3]

Analysis Case Processing Summary

Unweighted Cases N Percent

Valid 150 100.0

Excluded Missing or out-of-range group 0 .0

codes

At least one missing 0 .0

discriminating variable

Both missing or out-of-range 0 .0

group codes and at least one
missing discriminating variable

Total 0 .0

Total 150 100.0

 Group Statistics

Valid N (listwise)

brand origin perception Mean Std. Deviation Unweighted Weighted

national brand name 4.16 .638 38 38.000

brand logo 1.71 .460 38 38.000

brand advertisement 4.37 .819 38 38.000

brand outlet 3.68 .842 38 38.000

brand ambassador 3.16 .823 38 38.000

international brand name 4.49 .585 112 112.000

brand logo 3.49 .684 112 112.000

brand advertisement 4.62 .633 112 112.000

brand outlet 3.82 .750 112 112.000

brand ambassador 3.13 .741 112 112.000

Total brand name 4.41 .614 150 150.000

brand logo 3.04 1.003 150 150.000

brand advertisement 4.55 .691 150 150.000

brand outlet 3.79 .774 150 150.000

brand ambassador 3.14 .760 150 150.000

Tests of Equality of Group Means

Wilks' Lambda F df1 df2 Sig.

brand name .944 8.788 1 148 .004

brand logo .399 222.601 1 148 .000

brand advertisement .976 3.715 1 148 .056

brand outlet .994 .892 1 148 .346

brand ambassador 1.000 .028 1 148 .867

 Pooled Within-Groups Matrices

brand
brand name brand logo advertisement brand outlet brand ambassador

Correlation brand name 1.000 .279 .015 -.150 .010

brand logo .279 1.000 .034 -.201 .117

brand advertisement .015 .034 1.000 .086 .020

brand outlet -.150 -.201 .086 1.000 -.165

brand ambassador .010 .117 .020 -.165 1.000

Analysis 1

Box's Test of Equality of Covariance Matrices

Log Determinants

brand origin perception Rank Log Determinant

national 5 -4.194

international 5 -4.133

Pooled within-groups 5 -3.926

The ranks and natural logarithms of determinants printed are

those of the group covariance matrices.

Test Results

Box's M 32.865

F Approx. 2.075

df1 15

df2 19650.809

Sig. .008

Tests null hypothesis of equal

population covariance matrices.
Summary of Canonical Discriminant Functions

Eigenvalues

Canonical
Function Eigenvalue % of Variance Cumulative % Correlation

1 1.640a 100.0 100.0 .788

a. First 1 canonical discriminant functions were used in the analysis.

Wilks' Lambda

Test of
Function
(s) Wilks' Lambda Chi-square df Sig.

1 .379 141.241 5 .000

Standardized Canonical Discriminant

Function Coefficients

Function

brand name -.062

brand logo 1.031

brand advertisement .071

brand outlet .237

brand ambassador -.093

 Structure Matrix

Function

brand logo .958

brand name .190

brand advertisement .124

brand outlet .061

brand ambassador -.011

Pooled within-groups correlations between

discriminating variables and standardized
canonical discriminant functions
Variables ordered by absolute size of
correlation within function.

Canonical Discriminant Function

Coefficients

Function

brand name -.104

brand logo 1.622

brand advertisement .104

brand outlet .307

brand ambassador -.122

(Constant) -5.728

Unstandardized coefficients
 Functions at Group Centroids

Function
brand origin
perception 1

national -2.184

international .741

Unstandardized canonical
discriminant functions evaluated at
group means

Classification Statistics

Classification Processing Summary

Processed 150

Excluded Missing or out-of-range group 0

codes

At least one missing 0

discriminating variable

Used in Output 150

Prior Probabilities for Groups

Cases Used in Analysis

brand origin
perception Prior Unweighted Weighted

national .500 38 38.000

international .500 112 112.000

Total 1.000 150 150.000

 Classification Function Coefficients

brand origin perception

national international

brand name 12.457 12.153

brand logo 1.802 6.547

brand advertisement 8.154 8.459

brand outlet 8.317 9.214

brand ambassador 6.405 6.049

(Constant) -71.376 -86.019

Fisher's linear discriminant functions

 Casewise Statistics

Discriminant
Highest Group Second Highest Group Scores

P(D>d | G=g)

Squared Squared
Mahalanobis Mahalanobis
Case Distance to Distance to
Number Actual Group Predicted Group p df P(G=g | D=d) Centroid Group P(G=g | D=d) Centroid Function 1

Original 1 2 2 .234 1 1.000 1.417 1 .000 16.935 1.931

2 2 2 .234 1 1.000 1.417 1 .000 16.935 1.931

3 2 2 .234 1 1.000 1.417 1 .000 16.935 1.931

4 2 2 .196 1 1.000 1.676 1 .000 17.801 2.035

5 2 2 .234 1 1.000 1.417 1 .000 16.935 1.931

6 2 2 .234 1 1.000 1.417 1 .000 16.935 1.931

7 2 2 .234 1 1.000 1.417 1 .000 16.935 1.931

8 2 2 .743 1 .965 .107 1 .035 6.744 .413

9 2 1** .281 1 .754 1.163 2 .246 3.408 -1.105

10 1 1 .273 1 .745 1.202 2 .255 3.344 -1.088

11 2 1** .330 1 .806 .950 2 .194 3.803 -1.209

12 2 1** .384 1 .849 .758 2 .151 4.219 -1.313

13 1 1 .330 1 .806 .950 2 .194 3.803 -1.209

14 2 1** .519 1 .916 .416 2 .084 5.197 -1.539

15 1 1 .519 1 .916 .416 2 .084 5.197 -1.539

16 2 2 .666 1 .953 .187 1 .047 6.213 .309

17 2 1** .443 1 .884 .587 2 .116 4.658 -1.417

18 1 1 .443 1 .884 .587 2 .116 4.658 -1.417

19 2 1** .266 1 .735 1.240 2 .265 3.281 -1.070

20 2 1** .266 1 .735 1.240 2 .265 3.281 -1.070

21 2 2 .326 1 .999 .964 1 .001 15.263 1.723

22 1 1 .508 1 .912 .439 2 .088 5.119 -1.522

23 2 2 .450 1 .888 .572 1 .112 4.703 -.015

24 1 1 .585 1 .936 .299 2 .064 5.656 -1.637

 Classification Resultsa

Predicted Group Membership

brand origin
perception national international Total

Original Count national 38 0 38

international 13 99 112

% national 100.0 .0 100.0

international 11.6 88.4 100.0

a. 91.3% of original grouped cases correctly classified.

NPAR TESTS /K-S(NORMAL)=name logo advertisement outlet ambassador /STATISTICS DESCRIPTIVES QUARTILES /MISSING ANALYSIS.

NPar Tests
 Notes

Output Created 04-Sep-2010 17:05:34

Comments

Input Active Dataset DataSet3

Filter <none>

Weight <none>

Split File <none>

N of Rows in Working Data File 150

Missing Value Handling Definition of Missing User-defined missing values are treated as
missing.

Cases Used Statistics for each test are based on all cases
with valid data for the variable(s) used in that
test.

Syntax NPAR TESTS

/K-S(NORMAL)=name logo advertisement
outlet ambassador
/STATISTICS DESCRIPTIVES
QUARTILES
/MISSING ANALYSIS.

Resources Processor Time 0:00:00.047

Elapsed Time 0:00:00.078

Number of Cases Alloweda 98304

a. Based on availability of workspace memory.

[DataSet3]
 Descriptive Statistics

Percentiles

N Mean Std. Deviation Minimum Maximum 25th 50th (Median) 75th

brand name 150 4.41 .614 3 5 4.00 4.00 5.00

brand logo 150 3.04 1.003 1 4 2.00 3.00 4.00

brand advertisement 150 4.55 .691 3 5 4.00 5.00 5.00

brand outlet 150 3.79 .774 2 5 3.00 4.00 4.00

brand ambassador 150 3.14 .760 1 5 3.00 3.00 3.00

One-Sample Kolmogorov-Smirnov Test

brand
brand name brand logo advertisement brand outlet brand ambassador

N 150 150 150 150 150

Normal Parametersa,,b Mean 4.41 3.04 4.55 3.79 3.14

Std. Deviation .614 1.003 .691 .774 .760

Most Extreme Differences Absolute .306 .278 .408 .315 .360

Positive .273 .184 .259 .245 .360

Negative -.306 -.278 -.408 -.315 -.307

Kolmogorov-Smirnov Z 3.752 3.399 4.994 3.862 4.406

Asymp. Sig. (2-tailed) .000 .000 .000 .000 .000

a. Test distribution is Normal.

b. Calculated from data.

CROSSTABS /TABLES=origin BY Purchase /FORMAT=AVALUE TABLES /STATISTICS=CHISQ CC PHI LAMBDA ETA D /CELLS=COUNT ROW
/COUNT ROUND CELL.

Crosstabs
 Notes

Output Created 04-Sep-2010 17:08:13

Comments

Input Active Dataset DataSet3

Filter <none>

Weight <none>

Split File <none>

N of Rows in Working Data File 150

Missing Value Handling Definition of Missing User-defined missing values are treated as
missing.

Cases Used Statistics for each table are based on all the
cases with valid data in the specified
range(s) for all variables in each table.

Syntax CROSSTABS
/TABLES=origin BY Purchase
/FORMAT=AVALUE TABLES
/STATISTICS=CHISQ CC PHI LAMBDA
ETA D
/CELLS=COUNT ROW
/COUNT ROUND CELL.

Resources Processor Time 0:00:00.031

Elapsed Time 0:00:00.031

Dimensions Requested 2

Cells Available 174762

[DataSet3]
 Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

brand origin perception * Brand 150 100.0% 0 .0% 150 100.0%

Purchase

brand origin perception * Brand Purchase Crosstabulation

Brand Purchase

NO YES Total

brand origin perception national Count 22 16 38

% within brand origin perception 57.9% 42.1% 100.0%

international Count 22 90 112

% within brand origin perception 19.6% 80.4% 100.0%

Total Count 44 106 150

% within brand origin perception 29.3% 70.7% 100.0%

Chi-Square Tests

Asymp. Sig. (2- Exact Sig. (2-

Value df sided) sided) Exact Sig. (1-sided)

Pearson Chi-Square 20.028a 1 .000

Continuity Correctionb 18.225 1 .000

Likelihood Ratio 18.833 1 .000

Fisher's Exact Test .000 .000

Linear-by-Linear Association 19.895 1 .000

N of Valid Cases 150

a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 11.15.

b. Computed only for a 2x2 table

 Directional Measures

Value Asymp. Std. Errora Approx. Tb Approx. Sig.

Nominal by Nominal Lambda Symmetric .073 .133 .535 .593

brand origin perception .000 .175 .000 1.000

Dependent

Brand Purchase Dependent .136 .130 .976 .329

Goodman and Kruskal tau brand origin perception .134 .061 .000c
Dependent

Brand Purchase Dependent .134 .061 .000c

Ordinal by Ordinal Somers' d Symmetric .365 .084 4.014 .000

brand origin perception .349 .083 4.014 .000

Dependent

Brand Purchase Dependent .383 .088 4.014 .000

Nominal by Interval Eta brand origin perception .365

Dependent

Brand Purchase Dependent .365

a. Not assuming the null hypothesis.

b. Using the asymptotic standard error assuming the null hypothesis.

c. Based on chi-square approximation

Symmetric Measures

Value Approx. Sig.

Nominal by Nominal Phi .365 .000

Cramer's V .365 .000

Contingency Coefficient .343 .000

N of Valid Cases 150

DATASET ACTIVATE DataSet3. DATASET CLOSE DataSet2. SAVE OUTFILE='D:\Documents and Settings\AKSHAY\Desktop\achieve CB.sav'
/COMPRESSED. DATASET ACTIVATE DataSet3.