Chapter 4-Data Analysis: Table 4.1: Age Group

Chapter 4- Data Analysis
4.1 Introduction
This chapter interprets the statistical results derived from the collected responses and
examines the proposed hypotheses.
4.1.1 Response Rate
Initially, in total 300 questionnaires were distributed among the desired respondents. 250
were returned by the respondents and 199 (66%) were found to be usable. According to
Babbie (1990) response rate over 60% is acceptable and is considered good in the field of
social sciences.
4.2 Demographic Profile of Respondents
Table 4.1: Age Group

Frequency
Percent
Valid Percent
Cumulative
Percent
Valid
18-30
168
84.4
84.4
84.4
31 and above
31
15.6
15.6
100.0
Total
199
100.0
100.0
Out of the 199 responses, 168 respondents (84%) were aged between 18-30 years.And 31
respondents (16%) were aged more than 31 years.
Table 4.2: Gender
Frequency
Percent
Valid Percent
Cumulative
Percent
Valid
Male
156
78.4
78.4
78.4
Female
43
21.6
21.6
100.0
Total
199
100.0
100.0
Out of the 199 responses, 156 respondents (78%) were male. And 43 respondents (22%)
were females.
35
Table 4.3: Occupation

Frequency
Percent
Valid Percent
Cumulative
Percent
Valid
Service
16
8.0
8.0
8.0
Student
183
92.0
92.0
100.0
Total
199
100.0
100.0
Out of the 199 responses, 16respondents (8%) were in private service. And 183
respondents (92%) were students.
Table 4.4: Income
Frequency
Percent
Valid Percent
Cumulative
Percent
Valid
Less than 3 lacs
192
96.5
96.5
96.5
3 lacs to 6 lacs
3.5
3.5
100.0
Total
199
100.0
100.0
Out of the 199 responses, 192 respondents (96.5%) were having income of less than 3
lacs. And 7 respondents (3.5%) were having income of more than 3 lacs per annum.
Table 4.5: Educational Qualification

Frequency
Percent
Valid Percent
Cumulative
Percent
Valid
UG
24
12.1
12.1
12.1
Grad
11
5.5
5.5
17.6
PG
164
82.4
82.4
100.0
Total
199
100.0
100.0
Out of the 199 responses, 24 respondents (12%) were under graduates. 11 respondents
(6%) were having degree of graduate. 164 respondents (82%) were post graduates.
4.3 Reliability Analysis

It is important to assess the reliability of instruments in order to design good scales for
measurement. Reliability can be defined as the extent to which measures are free from
36
error and thus yield consistent results (Zikmund, 1994). It is viewed that unwavering
reliability more than .06 is considered great. The data set used in the study has reliability
coefficient more than 0.6, thus indicating that the data collection is reliable. The data set
had reliability coefficient of 0.711. thus the reliability can be termed good (refer table
4.6).
Table 4.6: Reliability Statistics
Cronbach's Alpha
N of Items
.711
16
4.4 Factor Analysis

Initially, the factorability of the 18 items was examined. Several well-recognised criteria
for the factorability of a correlation were used. All the 16 items correlated at least .3 with
at least one other item, suggesting reasonable factorability. Secondly, the Kaiser-MeyerOlkin measure of sampling adequacy was .661, above the recommended value of .6, and
Bartletts test of sphericity was significant (df= (2, 120) = 590.692, p < .05). The
diagonals of the anti-image correlation matrix were all over .5, supporting the inclusion
of each item in the factor analysis. Finally, the communalities were all above .3 (see
Table 4.8), further confirming that each item shared some common variance with other
items. Given these overall indicators, factor analysis was conducted with all 16 items.
The data collected from the selected sample respondents are scrutinized before the
commencement of tabulation. The frequency distribution is used by the researcher to
arrive at percentage figures. So, the percentage analysis was undertaken at first. Then, the
statistical analysis section consists of testing of hypotheses so that the Annova Test, F
Test, T test and factor analysis were used as analytical tools. The SPSS software is
utilized for analyzing the data. factor analysis (CFA) was conducted to confirm the
relationships between observed variables and their underlying constructs to assess the
degree to which the data fit the proposed measurement.
4.4.1 Sample Adequacy

37
Table 4.7: KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy.
Bartlett's Test of Sphericity
.661
Approx. Chi-Square
590.692
df
120
Sig.
.000
4.4.2 Communalities
Table 4.8: Communalities

Initial
Landline is easy to use for old- 1.000
Extraction
.419
aged / illiterate people

Landline is the cheapest means 1.000
.485
of communication
Landline connection is easy to 1.000
.554
get
Landline
is
the
must
for 1.000
.560
Airtel provides all details to 1.000
.546
Broadband connection
customers
I
read/
see
the
Airtel 1.000
.658
Unnecessary advt./ messages 1.000
.691
advertisements carefully.
are not possible in the landline

Landline is not necessary in the 1.000
.685
cell phone era

Usage of landline is out of 1.000
.613
fashion
38
I continue with the landline 1.000

connection
due
to
.477
my
satisfaction towards call rates

I continue with the landline 1.000
.633
connection due to extended free

calls provided
I
continue
with
landline 1.000
.453
connection due to its rental

plan.
I am continuing with the 1.000
.522
landline connection as billing

system is transparent.
I am continuing with my 1.000
landline
connection
as
.498
the
quality of services offered are

best in class.
I continue with my landline 1.000
.584
connection as the grace period

for late bill payment is more
than of mobile operator
I continue with my landline 1.000
.598
connection I have sentiments

associated with it.
Extraction Method: Principal Component Analysis.
4.4.3 Variance Explained
Table 4.9: Total Variance Explained

Component Initial Eigenvalues
Extraction
Sums
of
Squared Rotation
Loadings
Total
of Cumulative Total
Variance
Sums
of
Squared
Loadings
%
of Cumulative Total
Variance
of Cumulative
Variance
3.282
20.513
20.513
3.282
20.513
20.513
2.114
13.210
13.210
1.804
11.275
31.788
1.804
11.275
31.788
1.989
12.434
25.644
1.544
9.652
41.440
1.544
9.652
41.440
1.912
11.952
37.596
1.234
7.714
49.155
1.234
7.714
49.155
1.642
10.264
47.860
1.112
6.949
56.104
1.112
6.949
56.104
1.319
8.244
56.104
39
4.4.4 Rotated Component Matrix

Table 4.10: Rotated Component Matrixa
Component
1
I continue with the landline .679
connection due to extended free
calls provided
I continue with the landline .664
connection
due
to
my
satisfaction towards call rates
I continue with landline .598
connection due to its rental
plan.
Landline connection is easy to .505
get
I am continuing with the .491
landline connection as billing
I read/ see the Airtel
advertisements carefully.
I continue with my landline
connection I have sentiments
associated with it.
I continue with my landline
connection as the grace period
for late bill payment is more
than of mobile operator
I am continuing with my
landline connection as the
quality of services offered are
best in class.
Usage of landline is out of
fashion
Unnecessary advt./ messages
are not possible in the landline
Airtel provides all details to
customers
Landline is the must for
Broadband connection
Landline is easy to use for oldaged / illiterate people
Landline is not necessary in the
cell phone era
Landline is the cheapest means .422
of communication
.502
.756
.747
.576
.437
.518
.763
.758
.620
.419
.606
.572
.819
.534
40

Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 8 iterations.
4.4.5 Principle Component Analysis of Retention Factors among Landline Users
Principle Component Analysis (PCA) was applied on the responses filled in the
questionnaire on retention factors among landline users of Airtel ltd. PCA with Kaiser
Normalization and Varimax Rotation converged into five factors which were named in
the context of retention factors.
Table 4.11: Principle Component Analysis of Retention Factors among Landline Users
Factor
Percent Variance
Eigen Values
Item Converged
I continue with the
landline connection
due to extended free
calls provided
I continue with the
landline connection
due to my satisfaction
towards call rates
Factor satisfaction
I
continue
with
20.513
2.114
call rates
landline connection
due to its rental plan.
Landline connection
is easy to get
I am continuing with
the
landline
connection as billing
I read/ see the Airtel
advertisements
carefully.
I continue with my
landline connection I
have
sentiments
associated with it.
I continue with my
landline connection as
the grace period for
Factor Loading
.679
.664
.598
.505
.491
.756
.747
.576
41
Factor 2
Grace period
and quality
services
Factor 3
11.275
9.652
1.989
1.912
Unnecessary
addvt.
Factor 4
Provide all
details to
customers
Factor 5
Cheapest means
of
communication
7.714
6.949
1.642
1.319
late bill payment is

more than of mobile
operator
I am continuing with
my
landline
connection as the
quality of services
offered are best in
class.
Usage of landline is
out of fashion
Unnecessary
advt./
messages are not
possible
in
the
landline
Airtel provides all
details to customers
Landline is the must
for
Broadband
connection
Landline is easy to
use for old-aged /
illiterate people
Landline
is
not
necessary in the cell
phone era
Landline
is
the
cheapest means of
communication
.518
.763
.758
.620
.606
.572
.819
.534
From the factor analysis 5 factors were identified. These five factors contributed for
56.104 % of variance.
4.5 Testing of Hypotheses
This section of the dissertation contains the testing of hypotheses. The opinion difference
between the respondents was identified and proposed hypotheses were examined using
statistical tests.
4.5.1 H1- There is difference between retention reasons of landline connection when
they belong to different educational qualification.
42
Table 4.12: ANOVA

Total
Sum of Squares
Between Groups
df
Mean Square
209.248
104.624
Within Groups
12606.752
197
63.994
Total
12816.000
199
F
1.635
Sig.
.198
It can be observed in table 4.12 that there was no significant effect of educational
qualification of land line user retention thought of landline at the p<.05 level for the three
conditions [F(2,197) = 1.635, p = 0.198].
4.5.2: H2- There is difference between retention reasons of landline connection when
they belong to different genders.
Table 4.13: ANOVA

Total
Sum of Squares
Between Groups
df
Mean Square
209.248
104.624
Within Groups
12606.752
197
63.994
Total
12816.000
199
F
1.235
Sig.
.198
It can be observed in table 4.13 that there was no significant effect of gender on land line
user retention thought of landline at the p<.05 level for the three conditions [F(2,197) =
1.235, p = 0.198].
they belong to different age group.
Table 4.14: ANOVA

Total
43
Sum of Squares
Between Groups
df
Mean Square
.043
.043
Within Groups
12815.957
198
64.727
Total
12816.000
199
Sig.
.001
.980
It can be observed in table 4.14 that there was no significant effect of age group land line
user retention thought of landline at the p<.05 level for the three conditions [F(2,197) =
0.001, p = 0.980].
they belong to different income
Table 4.15: ANOVA

Total
Sum of Squares
Between Groups
df
Mean Square
193.996
193.996
Within Groups
12622.004
198
63.747
Total
12816.000
199
Sig.
3.043
.083
It can be observed in table 4.15 that there was no significant effect of age group land line
user retention thought of landline at the p<.05 level for the three conditions [F(2,197)
=3.043, p = 0.083].
4.6 Status of Hypotheses
From the proposed hypotheses all were not supported by the statistical results. The
status has been explained in table 4.16.
Table 4.16: Status of hypotheses

H1: There is difference between retention reasons of
Not Supported
44
landline connection when they belong to different

educational qualification.
Not Supported

genders.
Not Supported

age group.
Not Supported

income
45

Chapter 4-Data Analysis: Table 4.1: Age Group

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