Chi square test

Confidence Level: 95%

Degree of freedom = (no. of rows-1) x (no. of columns-1)
fo- Observed frequency
fe- Expected frequency
No of respondents:
umbai- !"
Delhi-#"
$% Null &ypothesis: Region is independent of awareness about te compan!
"eli #umbai
&eard of 'D(' )ederal
$bser%ed fre&uenc! (fo) ' 11
(xpected fre&uenc! (fe) 9.5 9.5
Did not hear of 'D(' )ederal
$bser%ed fre&uenc! (fo) 5) )*
(xpected fre&uenc! (fe) +5.5 +5.5
*able $
Calculation of Chi square statistic:
fo fe fo-fe (fo-fe)
,
(fo-fe)
,
-fe
' 9.5 -1.5 ,.,5 ..,/+
11 9.5 1.5 ,.,5 ..,/+
5) +5.5 -'.5 ),.,5 1.1./
)* +5.5 '.5 ),.,5 1.1./
*able +
0i s&uare statistic= 1 (fo-fe)
,
-fe= ,.+)'
2tandardi3ed statistic is /.'*1
4erefore5 don6t re7ect null !potesis
0onclusion- Regions (#umbai 8 "eli) is independent of awareness about te compan!.
+% Null &ypothesis: Region is independent of te medium b! wic people come to 9now
about te compan!.
"eli #umbai
*, -ds
$bser%ed fre&uenc! (fo) ,+ /*
(xpected fre&uenc! (fe) /. /.
Ne.spaper -ds
$bser%ed fre&uenc! (fo) 1. 1/
(xpected fre&uenc! (fe) 11.5 11.5
(illboards
$bser%ed fre&uenc! (fo) / *
(xpected fre&uenc! (fe) /.5 /.5
-gents
$bser%ed fre&uenc! (fo) 5 +
(xpected fre&uenc! (fe) 5.5 5.5
)riends
$bser%ed fre&uenc! (fo) 1' ,*
(xpected fre&uenc! (fe) ,1 ,1
Others
$bser%ed fre&uenc! (fo) / *
(xpected fre&uenc! (fe) /.5 /.5
*able /
"egree of freedom= (1,-1) x (,-1) =11
0i s&uare statistic= 1 (fo-fe)
,
-fe=,.+'
2tandardi3ed statistic is 19.+)5
4erefore5 don6t re7ect null !potesis
0onclusion- Regions (#umbai 8 "eli) is independent of te medium b! wic people come to
9now about te compan!.
/% Null &ypothesis: Region is independent of te effecti%eness of te ad%ertisements.
"eli #umbai
Not completely effective
$bser%ed fre&uenc! (fo) * 5
(xpected fre&uenc! (fe) *.5 *.5
-ds are not effective
$bser%ed fre&uenc! (fo) 1* 19
(xpected fre&uenc! (fe) 1+.5 1+.5
-ds are effective
$bser%ed fre&uenc! (fo) *) +1
(xpected fre&uenc! (fe) 5* 5*
*able 0
"egree of freedom= (+-1) x (,-1) =5
0i s&uare statistic= 1 (fo-fe)
,
-fe=,.+)
2tandardi3ed statistic is 11..)
4erefore5 don6t re7ect null !potesis
0onclusion- Regions (#umbai 8 "eli) is independent of te effecti%eness of te ad%ertisement.
0% Null &ypothesis: Region is independent of te purcase bea%ior of te customer.
"eli #umbai
&ave purchased 'D('
)ederal 1roduct
$bser%ed fre&uenc! (fo) 5' )+
(xpected fre&uenc! (fe) +) +)
&aven2t bought 'D('
)ederal 1roduct
$bser%ed fre&uenc! (fo) ) 9
(xpected fre&uenc! (fe) ' '
*able "
"egree of freedom= (*-1) x (,-1) =/
0i s&uare statistic= 1 (fo-fe)
,
-fe=,.+5
2tandardi3ed statistic is ).1'5
4erefore5 don6t re7ect null !potesis
0onclusion- Regions (#umbai 8 "eli) is independent of te purcase bea%ior of te
customers.
"% Null &ypothesis: Region is independent of brand importance
"eli #umbai
ost 'mportant
$bser%ed fre&uenc! (fo) /+ *'
(xpected fre&uenc! (fe) *, *,
'mportant
$bser%ed fre&uenc! (fo) ,) /5
(xpected fre&uenc! (fe) /1 /1
Least 'mportant
$bser%ed fre&uenc! (fo) , ,
(xpected fre&uenc! (fe) , ,
*able #
"egree of freedom= (+-1) x (,-1) =5
0i s&uare statistic= 1 (fo-fe)
,
-fe=,.)*
2tandardi3ed statistic is 11..)
4erefore5 don6t re7ect null !potesis
0onclusion- Regions (#umbai 8 "eli) is independent of te brand importance.
#% Null &ypothesis: Region is independent of te importance of te product 9nowledge
"eli #umbai
ost 'mportant
$bser%ed fre&uenc! (fo) /9 51
(xpected fre&uenc! (fe) *5 *5
'mportant
$bser%ed fre&uenc! (fo) 1) ,,
(xpected fre&uenc! (fe) 19.5 19.5
oderate
$bser%ed fre&uenc! (fo) ' 11
(xpected fre&uenc! (fe) 9.5 9.5
Not 'mportant
$bser%ed fre&uenc! (fo) 1 1
(xpected fre&uenc! (fe) 1 1
*able 3
"egree of freedom= ('-1) x (,-1) =)
0i s&uare statistic= 1 (fo-fe)
,
-fe=*.)1,
2tandardi3ed statistic is 1*..+)
4erefore5 don6t re7ect null !potesis
0onclusion- Regions (#umbai 8 "eli) is independent of te importance of te product
9nowledge.
3% Null &ypothesis: Region is independent of te importance of premium 8 returns.
"eli #umbai
ost 'mportant
$bser%ed fre&uenc! (fo) /+ *+
(xpected fre&uenc! (fe) *1 *1
'mportant
$bser%ed fre&uenc! (fo) ,* /,
(xpected fre&uenc! (fe) ,' ,'
oderate
$bser%ed fre&uenc! (fo) 5 )
(xpected fre&uenc! (fe) + +
*able !
"egree of freedom= (+-1) x (,-1) =5
0i s&uare statistic= 1 (fo-fe)
,
-fe=,.+95
2tandardi3ed statistic is 11..)
4erefore5 don6t re7ect null !potesis
0onclusion- Regions (#umbai 8 "eli) is independent of te importance of premium 8 returns.
!% Null &ypothesis: Region is independent of te importance of premium 8 returns.
"eli #umbai
ost 'mportant
$bser%ed fre&uenc! (fo) /+ *+
(xpected fre&uenc! (fe) *1 *1
'mportant
$bser%ed fre&uenc! (fo) ,* /,
(xpected fre&uenc! (fe) ,' ,'
oderate
$bser%ed fre&uenc! (fo) 5 )
(xpected fre&uenc! (fe) + +
*able 4
"egree of freedom= (+-1) x (,-1) =5
0i s&uare statistic= 1 (fo-fe)
,
-fe=,.+95
2tandardi3ed statistic is 11..)
4erefore5 don6t re7ect null !potesis.
0onclusion- Regions (#umbai 8 "eli) is independent of te importance of premium 8 returns.
4% Null &ypothesis: :ncome brac9et is independent of te importance of tax benefits.
/;acs -+;acs +.1;acs- 9.1;acs 9.,;acs-1,.,;acs
ost 'mportant
$bser%ed fre&uenc! (fo) *) ,9 ,5
(xpected fre&uenc! (fe) //.+) //.+) //.+)
'mportant
$bser%ed fre&uenc! (fo) 1' 11 9
(xpected fre&uenc! (fe) 1,.+) 1,.+) 1,.+)
oderate
$bser%ed fre&uenc! (fo) 5 / /
(xpected fre&uenc! (fe) /.+) /.+) /.+)
Least 'mportant
$bser%ed fre&uenc! (fo) 1 1 1
(xpected fre&uenc! (fe) 1 1 1
*able $5
<< 4otal number of respondents in eac income brac9et is as follows-
/;acs -+;acs- ).
+.1;acs-9.1;acs- */
9.,;acs-1,.,;acs- /)
"egree of freedom= ('-1) x (/-1) =1*
0i s&uare statistic= 1 (fo-fe)
,
-fe=11.+1+
2tandardi3ed statistic is ,/.+'5
4erefore5 don6t re7ect null !potesis.
0onclusion- :ncome brac9et is independent of te importance of tax benefits.
$5% Null &ypothesis: :ncome brac9et is independent of te importance of deat benefits.
/;acs -+;acs +.1;acs- 9.1;acs 9.,;acs-1,.,;acs
ost 'mportant
$bser%ed fre&uenc! (fo) ,, 1/ 1,
(xpected fre&uenc! (fe) 15.+) 15.+) 15.+)
'mportant
$bser%ed fre&uenc! (fo) *. ,5 ,1
(xpected fre&uenc! (fe) ,'.++ ,'.++ ,'.++
oderate
$bser%ed fre&uenc! (fo) ) * *
(xpected fre&uenc! (fe) 5 5 5
Least 'mportant
$bser%ed fre&uenc! (fo) 1 1 1
(xpected fre&uenc! (fe) 1 1 1
*able $$
<< 4otal number of respondents in eac income brac9et is as follows-
/;acs -+;acs- ).
+.1;acs-9.1;acs- */
9.,;acs-1,.,;acs- /)
"egree of freedom= ('-1) x (/-1) =1*
0i s&uare statistic= 1 (fo-fe)
,
-fe=1,..+
2tandardi3ed statistic is ,/.+'5
4erefore5 don6t re7ect null !potesis.
0onclusion- :ncome brac9et is independent of te importance of deat benefits.
$$% Null &ypothesis: :ncome brac9et is independent of te effect of price.
/;acs -+;acs +.1;acs- 9.1;acs 9.,;acs-1,.,;acs
ost -ffecting
$bser%ed fre&uenc! (fo) *1 ,5 ,,
(xpected fre&uenc! (fe) ,9.// ,9.// ,9.//
-ffecting
$bser%ed fre&uenc! (fo) ,+ 1+ 1*
(xpected fre&uenc! (fe) 1'.+) 1'.+) 1'.+)
oderate
$bser%ed fre&uenc! (fo) , 1 1
(xpected fre&uenc! (fe) 1.// 1.// 1.//
Least -ffecting
$bser%ed fre&uenc! (fo) 1 1 1
(xpected fre&uenc! (fe) 1 1 1
*able $+
<< 4otal number of respondents in eac income brac9et is as follows-
/;acs -+;acs- ).
+.1;acs-9.1;acs- */
9.,;acs-1,.,;acs- /)
"egree of freedom= ('-1) x (/-1) =1*
0i s&uare statistic= 1 (fo-fe)
,
-fe=1,..,
2tandardi3ed statistic is ,/.+'5
4erefore5 don6t re7ect null !potesis.
0onclusion- :ncome brac9et is independent of te effect of price.
$+% Null &ypothesis: Region is independent of te importance of celebrit! endorsements.
"eli #umbai
Need Celebrity Endorsement
$bser%ed fre&uenc! (fo) ,/ /1
(xpected fre&uenc! (fe) ,) ,)
Don2t Need Celebrity
Endorsement
$bser%ed fre&uenc! (fo) *, 5*
(xpected fre&uenc! (fe) *' *'
*able $/
"egree of freedom= (*-1) x (,-1) =/
0i s&uare statistic= 1 (fo-fe)
,
-fe=,.+'5
2tandardi3ed statistic is ).'15
4erefore5 don6t re7ect null !potesis.
0onclusion- Regions (#umbai 8 "eli) is independent of te importance of celebrit!
endorsements.
$/% Null &ypothesis: Region is independent of te awareness about te e%ents.
"eli #umbai
-.are of the Events
$bser%ed fre&uenc! (fo) 11 1*
(xpected fre&uenc! (fe) 1,.5 1,.5
Not -.are of Events
$bser%ed fre&uenc! (fo) 5* )1
(xpected fre&uenc! (fe) +,.5 +,.5
*able $0
"egree of freedom= (*-1) x (,-1) =/
0i s&uare statistic= 1 (fo-fe)
,
-fe=,.+'1
2tandardi3ed statistic is ).'15
4erefore5 don6t re7ect null !potesis.
0onclusion- Regions (#umbai 8 "eli) is independent of te awareness about te e%ents.