# Method of Data Analysis Essay

The researcher made use of SPSS version 15. 0 to be able to compute for the statistics required. For the degree of importance and actual performance of Body Shop, the descriptive statistics of means, standard deviations, and frequency distributions were generated. The Pearson product moment correlation coeffiecients were likewise computed; the bigger is the magnitude of the r-value, the stronger is the relationship between two variables. The sign denotes the direction of the relationship – that is, whether they are directly or inversely proportional (Salkind 2000).

3. 1 Conclusion.

The present study purposively selected 150 respondents for its telephone interviews. Secondary data were the basis for the literature review and the design of the questionnaire. The latter was both face and content validated. 5 respondents were used to pilot test the instrument to ensure clarity of questions. SPSS 15. 0 was used for the statistical computations. ? Chapter 4 Results and Discussion 4. 1 Introduction This chapter presents the statistical results gathered from the survey questionnaires, and a substantive discussion of these results, culling from the literature in Chapter 2.

4. 2 Results Table 2. Gender: Frequency and Percentage Breakdown. The table shows that all of the respondents were female, accounting for 100% of the sample. Table 3. Age: Frequency and Percentage Breakdown. When asked about their age, majority of the respondets (42. 7%) answered that they were between 21-<25 years old. This is followed by the 26-<30 years old category (36. 0%); 31-<35 years old at 10. 7%; then by <20 years old and 35-<40 years old both at 5. 3% Table 4. Have You Purchased a Body Shop Product in the Past 12 Months?

All of the respondents likewise expressed that they have purchased at least one Body Shop product over the past 12 months. Table 5. Means and Standard Deviations: Importance of Factors which Affect Cosmetic Product Choice. When asked to rate the importance of the factors that affect their choice of cosmetic products, the items were rated as follows, in descending order: the degree to which the product is environment-friendly (X= 4. 52, sd=. 59); the customer service of the store personnel (X=4. 32, sd=. 65); the sales promotions used for the product (X=4. 31, sd=.65); the values espoused by the company who sells the product (X=4. 16, sd=. 67);

Having a globally renowned brand name (X= 4. 16, sd=. 59); trendiness or fashion sense represented by the product (X= 4. 11, sd=. 64); recommendations or positive feedback I garner from my friends, family and acquaintances (X=4. 05, sd=. 68); competitive price of the product (X= 4. 05, sd=. 61); the degree to which the product espouses “natural” rather than artificial (X=4. 00, sd=. 66); quality of the products (X=3. 88, sd=. 71); the convenience of going to the store location (X=3. 84, sd=.59); the variety of product offerings in the store (X= 3. 59, sd=. 59);

Attractiveness of the packaging (X=3. 21, sd=. 52); information on the product’s label (X=3. 17, sd=. 80); and media advertisements of the product (X=2. 73, sd=. 86). Table 6. Means and Standard Deviations: Actual Performance of Factors which Affect Cosmetic Product Choice. On the other hand, when the respondents were asked to rate the actual performance of Body Shop through the same factors, the following are the results in descending order: the degree to which the product is environment-friendly (X=4.57, sd=. 49);

The customer service of the store personnel (X=4. 48, sd=. 60); the degree to which the product espouses “natural” rather than artificial (X=4. 37, sd=. 58); the values espoused by the company who sells the product (X=4. 37, sd=. 67); having a globally renowned brand name (X=4. 20, sd=. 69); quality of the products (X=4. 14, sd=. 74); recommendations or positive feedback I garner from my friends, family and acquaintances (X=4. 11, sd=. 78); the sales promotions used for the product (X=4. 05, sd=. 75); the convenience of going to the store location (X=3. 94, sd=.60);

Trendiness or fashion sense represented by the product (X=3. 90, sd=. 72); the variety of product offerings in the store (X=3. 79, sd=. 52); competitive price of the product (X=3. 63, sd=. 70); attractiveness of the packaging (X=3. 58, sd=. 49); information on the product’s label (X=3. 36, sd=. 66); and media advertisements of the product (X=2. 73, sd=. 85). Table 7. 1 Paired Means and Standard Deviations of Factors. Table 7. 2. T-test Results of Pairwise Comparisons of Importance and Actual Performance. The following pairwise comparisons are significant at the .

01 level: Quality of the products (t=-5. 92, p=. 00), the customer service of the store personnel (t=-3. 85, p=. 00); the variety of product offerings in the store (t=-6. 23, p=. 00); the convenience of going to the store location (t=-4. 07, p=. 00); attractiveness of the packaging (t=-7. 69, p=. 00); the degree to which the product espouses “natural” rather than artificial (t=-6. 12, p=. 00); the values espoused by the company who sells the product (X=4. 37, sd=. 00). In all these items, Body Shop has exceeded the degree of importance attached by the respondent on the factor.

In contrast, the following factors are those in which Body Shop did not quite meet client expectations based on the degree of importance they have assigned to each: competitive price of the product (t=8. 66, p=. 00); trendiness or fashion sense represented by the product (t=3. 73, p=. 00); and the sales promotions used for the product (t=3. 98, p=. 00). There are no significant differences on the following items: brand (t=-. 816, p=. 416); the degree to which the product is environment friendly (1. 465, p=. 145); and positive feedback garnered from significant others (t=-1.070, p=. 287).

These suggest that Body Shop has met expectations of the respondents based on the degree of importance they have attached to each factor. Table 8. Correlations among Patronage of Environmental Friendly Products, Social Responsibility of a Company, Patronage of Products and Companies that Care for the Environment, and Overall Satisfaction on Body Shop. The correlation results show that patronage of Body Shop products because of their being environment friendly is significantly correlated with their being a socially responsible company (r=. 397, p=.00).

This means that patronage of Body Shop products increases as well with positive perceptions of their company as being socially responsible. Moreover, such patronage is also positively and significantly correlated with their expressed support for companies that espouse care for the environment (r=. 533, p=. 00). None of the statements were significantly related to overall satisfaction of Body Shop products, which suggests that there are other determinants of satisfaction apart from espousing environment friendliness and corporate social responsibility.

# Correlational results Essay

The correlation results show that patronage of Body Shop products because of their being environment friendly is significantly correlated with their being a socially responsible company. This means that patronage of Body Shop products increases as well with positive perceptions of their company as being socially responsible. Moreover, such patronage is also positively and significantly correlated with their expressed support for companies that espouse care for the environment.

None of the statements were significantly related to overall satisfaction of Body Shop products, which suggests that there are other determinants of satisfaction apart from espousing environment friendliness and corporate social responsibility.

Clearly, based on Schaper’s (2005) nomenclature, Body Shop is a green-green company which deliberately has an environmental vision. He asserts that a true double green company does not exist because it is what experts call the perfect model of what an environmental company should be.

He also has cited Body Shop as an epitome of this category, which ecocopreneur Anita Roddick has deliberatly pushed towards a strong environmental thrust.

She did not merely intend to make profits but also wanted to have environmentalism as a core value. Moreover, she was successful at reinventing the cosmetics industry into something that conveyed honesty, altruism and environmental stewardship, in stark contrast with its cheating nature (Schaper 2005). Thus, everything about the company espoused this core value.

Clearly, the growth of the company was a consequence of Anita Roddick’s social vision. Moreover, there has been a rising trend of consumers who look for merchandise and services that work toward saving the planet and its resources, which has made Body Shop extremely popular and successful (Schaper 2005). To this day, the company continues to espouse the same values. In fact, changes in store at the end of August Customers will showcase the same values that reflect its socially responsible nature, including its environmental, human rights, anti-animal cruelty and community-trade credentials.

These are thrusts which they have been pursuing for the past three decades and they intend to influence patrons to be crusaders of the same noble goals. With the death of their founder Anita Roddick, they intend to pursue the same goals of avoidance of testing on animals, utilization of recycled plastic bottles and encouragement of community trade to in developing countries, buying plant-based oils, essences and other ingredients from communities in developing countries (Mah 2008).

While the company remains to be competitive, they have to struggle to compete against numerous competitors who just go along with the green bandwagon in the cosmetics industry. They compete with retailers like Lush, Bath & Body Works and even companies like bleach-maker Clorox who green washed its image by merging with Burt’s Bees toiletries company (Mah 2008). The results show that Body Shop has met all its patrons’ expectations except for competitive price of the product; trendiness or fashion sense represented by the product; and the sales promotions used for the product.

Moreover, it has been found that patronage of the products of Body Shop is significantly correlated with their being a socially responsible company. This means that patronage of Body Shop products increases as well with positive perceptions of their company as being socially responsible. In addition, such patronage is also positively and significantly correlated with their expressed support for companies that espouse care for the environment.

However,  none of the statements were associated with overall satisfaction of Body Shop products, which suggests that there are other determinants of satisfaction aside from being an environmentally friendly and socially responsible company. Chapter 5 Conclusion and Recommendations 5. 1      Introduction This chapter shall present succintly the conclusions which have been garnered from the current research. Following this are some recommendations for the company and for future research. 5. 2      Conclusion.

The following are the conclusions yielded from the present study: 1)      Body Shop has exceeded patrons expectations on the following factors which affect cosmetic buying choice: quality of the products, the customer service of the store personnel; the variety of product offerings in the store; the convenience of going to the store location; attractiveness of the packaging; the degree to which the product espouses “natural” rather than artificial; the values espoused by the company who sells the product.

2)     Body Shop has matched patrons’ expectations on the following factors which affect cosmetic buying choice: brand; the degree to which the product is environment friendly; and positive feedback garnered from significant others. 3)      Body Shop, on the contrary, did not meet patrons expectations on the following factors that affect patrons’ cosmetic buying choice:  competitive price of the product; trendiness or fashion sense represented by the product; and the sales promotions used for the product.

4)      The correlation results show that patronage of Body Shop products because of their being environment friendly is significantly correlated with their being a socially responsible company. In addition, such patronage is also positively and significantly correlated with their expressed support for companies that espouse care for the environment. None of the statements were significantly related to overall satisfaction of Body Shop products. 5. 3      Recommendations.

The following recommendations are put forth from the results of the present study: 1)      Body Shop should continue to leverage on its exceptional image, both as a corporation and as an employer. Its brand of being an environmentally conscious and socially responsible company is indeed very strong even after the death of its founder. This is a facet that it must carefully preserve for increased competitiveness. 2)      The company should look into the factors that have not met the expectations of its patrons, namely price, trendiness, and promotions.

It must continuously look for innovative ways of making patrons see the value of paying a premium for natural products, especially now that consumers are becoming increasingly cost conscious. The respondents are very young, and thus are always in pursuit of something novel –this is something that Body Shop must be keen about. 3)      Future researchers may use more complex research designs to ascertain the other correlates of satisfaction with cosmetic products. They may integrate more variables for study, using analysis of variance, factor analysis, or path analytic approaches for a more profound understanding of the topic.

4)      The same study may be replicated in other settings, to determine if culture has some influence on choice of cosmetic products.

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