THE INFLUENCE OF BEHAVIOR AND PSYCHOGRAPHIC TOWARD ...

THE INFLUENCE OF BEHAVIOR

AND PSYCHOGRAPHIC TOWARD

CONSUMER BUYING BEHAVIOR:

A CASE STUDY OF COCA-COLA

IN JABABEKA

By

Melati Foresta Devi 014201100008

A Skripsi presented to the

Faculty of Business President University

in partial fulfillment of the requirements for Bachelor Degree in Economics Major in Management

January 2015

i

PANEL OF EXAMINERS APPROVAL SHEET

The Panel of Examiners declare that the Skripsi entitled “The Influence

of Behavior and Psychographic toward Consumer Buying

Behavior: a Case Study of Coca-Cola in Jababeka” that was

submitted by Melati Foresta Devi majoring in Management from the

Faculty of Business was assessed and approved to have passed the Oral

Examinations on 2nd

February, 2015.

Dra. Genoveva, M.M.

Chair - Panel of Examiners

V. Jajat Kristanto, S.E, M.M, MBA

Examiner I

Jhanghiz Syahrivar, S.E., M.M

Examiner II

ii

SKRIPSI ADVISER RECOMMENDATION LETTER

This Skripsi entitled “The Influence of Behavior and

Psychographic toward Consumer Buying Behavior: a Case Study

of Coca-Cola in Jababeka” prepared and submitted by Melati

Foresta Devi in partial fulfillment of requirements of Bachelor Degree

in the Faculty of Business has been reviewed and found to have

satisfied the requirement for a skripsi fit to be examined. We therefore

recommend this skripsi for Oral Defense.

Cikarang, Indonesia, January 16, 2015

Acknowledgement by, Recommended by,

V. Jajat Kristanto, S.E, M.M, MBA

Head of Management Study

Program

Jhanghiz Syahrivar, S.E., M.M

Skripsi Advisor

iii

DECLARATION OF ORIGINALITY

I declare that this skripsi entitled “The Influence of Behavior and

Psychographic toward Consumer Buying Behavior: a Case Study

of Coca-Cola in Jababeka” is, to the best of my knowledge and

belief, an original piece of work that has not been submitted, either in

whole or in part, to another university to obtain a degree.


Melati Foresta Devi

iv

ABSTRACT

The objective of this research is to analyze the influence of behavior and

psychographic towards consumer buying behavior of Coca-Cola soft drink in

Jababeka. The research is done in Jababeka where the 399 respondents are

selected. Theoretical framework of this research consists of independent variable

(culture, social, personal, and psychographic) and dependent variable (consumer

buying behavior). The type of data used in this study is quantitative data and the

source that had been used was primary data and secondary data. Partially the data

was analyzed through window SPSS 20.00 using multinomial logistic regression

method. Since the nature of the data is nonparametric, the researcher uses no

assumption about the population. From the result, is shown that the independent

variables have significant influence towards the dependent variable. To conclude,

researcher purposes for Coca-Cola to influence more consumer by using the

information and understanding the current condition and situation of the consumer

to improve consumption.

Keywords: Culture, Social, Personal, Psychographic, Consumer Buying

Behavior, Multinomial Logistic Regression, Coca-Cola

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ACKNOWLEDGMENT

With all his grace and blessings, that I at last could finish this skripsi and able to

sumbit my skripsi to President University. I thank God for all the peace and joy

while I am doing my skripsi. First, I would like to express my greatest gratitude to

Mr. Jhanghiz Syahrivar, S.E, MM as my skripsi advisor at President University;

for his advices foremost his time, patience, and guidance regarding my skripsi

which cannot be replaced and so important for me to finish this skripsi. Second,

my parents who always support me and remind me. Thank you for all the pray,

support, and love that you give to me. Third, my dearest friends: Yasti, Lita, and

Esti. Thank you for always support me and give me advices. Thank you for the

sweet memories that we have share together. Thank you for always be there for

me when I really need someone to share. I truly thank you for all you have done

for me. Last but not least, I would like give my gratitude to my classmates MHH

2011. Thank you for all the experiences that we have been through in this

wonderful 10th

semester.


Melati Foresta Devi

vi

TABLE OF CONTENTS

PANEL OF EXAMINERS APPROVAL SHEET .................................................. i

SKRIPSI ADVISER RECOMMENDATION LETTER ........................................ ii

DECLARATION OF ORIGINALITY .................................................................. iii

ABSTRACT ........................................................................................................... iv

ACKNOWLEDGMENT ......................................................................................... v

LIST OF TABLES ................................................................................................. ix

LIST OF FIGURES ................................................................................................ x

CHAPTER I: INTRODUCTION ............................................................................ 1

1.1 Research Background ............................................................................... 1

1.2 Problem Identification .............................................................................. 4

1.3 Statement of Problem ............................................................................... 4

1.4 Research Objective ................................................................................... 5

1.5 Significance of Study ............................................................................... 5

1.5.1 Significance Study for University ..................................................... 5

1.5.2 Significance Study for Company ...................................................... 5

1.6 Definition of Term .................................................................................... 6

1.7 Scope and Limitation ................................................................................ 6

CHAPTER II: LITERATURE REVIEW ............................................................... 7

2.1 Theoretical Review ................................................................................... 7

2.1.1 Consumer Buying Behavior .............................................................. 7

2.1.2 Culture ............................................................................................... 9

2.1.3 Social ............................................................................................... 11

2.1.4 Personal ........................................................................................... 12

2.1.5 Psychographic ................................................................................. 13

vii

2.2 Previous Research .................................................................................. 14

2.3 Theoretical Framework .......................................................................... 21

2.4 Hypothesis .............................................................................................. 21

CHAPTER III: METHODOLOGY ...................................................................... 23

3.1 Research Design ..................................................................................... 23

3.2 Sampling Design .................................................................................... 24

3.3 Research Instrument ............................................................................... 24

3.3.1 Research Tool.................................................................................. 24

3.3.2 Data Collection................................................................................ 24

3.3.3 Demographic ................................................................................... 25

3.3.4 Independent and Dependent Variable ............................................. 25

3.4 Data Collection Procedure ...................................................................... 36

3.5 Validity and Reliability .......................................................................... 37

3.5.1 Validity ............................................................................................ 37

3.5.1 Reliability ........................................................................................ 37

3.6 Correlation .............................................................................................. 38

3.7 Multicollinearity ..................................................................................... 38

3.8 Hypothesis Testing ................................................................................. 39

CHAPTER IV: ANALYSIS & INTERPRETATION .......................................... 40

4.1 Company Profile ..................................................................................... 40

4.2 Data Analysis ......................................................................................... 41

4.2.1 Validity Test .................................................................................... 41

4.2.2 Reliability Test ................................................................................ 42

4.2.2 Respondent Profile .......................................................................... 43

4.2.3 Question Result Analysis ................................................................ 47

4.2.4 Correlation and Multicollinearity Analysis ..................................... 59

viii

4.2.5 Multinomial Logistic Regression .................................................... 62

4.3 Interpretation of Results ......................................................................... 66

CHAPTER V: CONCLUSION & RECOMMENDATION ................................. 69

5.1 Conclusion .............................................................................................. 69

5.2 Recommendation .................................................................................... 69

BIBLIOGRAPHY ................................................................................................. 72

APPENDICES ...................................................................................................... 76

Questionnaire ..................................................................................................... 77

Questionnaire (English) ..................................................................................... 80

Questionnaire Data for Validity & Reliability Test .......................................... 83

Questionnaire Data for Overall Analysis .......................................................... 84

Spearman r Table ............................................................................................. 110

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LIST OF TABLES

Table 2.1 List of Previous Research ..................................................................... 15

Table 3.1 Five-point Likert Scale.......................................................................... 25

Table 3.2 Independent & Dependent Variable ...................................................... 26

Table 3.3 Interval of Cronbach’s Alpha ................................................................ 37

Table 3.4 Correlation Relationship ....................................................................... 38

Table 4.1 Validity.................................................................................................. 41

Table 4.2 Reliability .............................................................................................. 42

Table 4.3 Spearman Rank Order Correlation ........................................................ 59

Table 4.4 Model Fitting Information .................................................................... 62

Table 4.5 Pseudo R-Square ................................................................................... 63

Table 4.6 Likelihood Ratio Test............................................................................ 63

Table 4.7 Parameter Estimates .............................................................................. 64

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LIST OF FIGURES

Figure 1.1 Indonesia Beverages Category Contribution ......................................... 1

Figure 1.2 Per-capita Consumption of Coca-Cola .................................................. 3

Figure 2.1 Buying Process ...................................................................................... 7

Figure 2.2 Changing Drinking Culture ................................................................ 10

Figure 2.3 Maslow’s hierarchy of needs ............................................................... 14

Figure 4.1 Respondents’ Age ................................................................................ 43

Figure 4.2 Respondents’ Gender ........................................................................... 44

Figure 4.3 Respondents’ Buying and Consumption Frequency ........................... 45

Figure 4.4 Respondents’ Level of Education ........................................................ 45

Figure 4.5 Respondents’ Occupation .................................................................... 46

Figure 4.6 Respondents’ Income .......................................................................... 46

Figure 4.7 Suitability with culture ........................................................................ 47

Figure 4.8 Suitability with custom ........................................................................ 48

Figure 4.9 Suitability with belief .......................................................................... 48

Figure 4.10 Suitability with values ....................................................................... 49

Figure 4.11 Suitability with habit ......................................................................... 49

Figure 4.12 Approval from environment ............................................................. 50

Figure 4.13 Approval from family ........................................................................ 50

Figure 4.14 Approval from groups........................................................................ 51

Figure 4.15 Comments from friends ..................................................................... 51

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Figure 4.16 Suitability with lifestyle ..................................................................... 52

Figure 4.17 Suitability with respondents .............................................................. 52

Figure 4.18 Enjoy buying and consuming Coca-Cola .......................................... 53

Figure 4.19 Suitability with activity ..................................................................... 53

Figure 4.20 Seeking information........................................................................... 54

Figure 4.21 Past Experiences ................................................................................ 54

Figure 4.22 Knowledgeable about the product ..................................................... 55

Figure 4.23 Thirst releases .................................................................................... 56

Figure 4.24 Often consuming ................................................................................ 56

Figure 4.25 Personal Consumption ....................................................................... 57

Figure 4.26 Buying and consuming in group ........................................................ 57

Figure 4.27 Satisfy needs ...................................................................................... 58

Figure 4.28 Buy and consume just because of want ............................................. 58

1

75%

12%

4% 4%

3% 2%

2011 Beverages Category

packaged water

milk/dairy

isotonic

juice

tea

carbonate soft drink

CHAPTER I

INTRODUCTION

1.1 Research Background

Indonesia's economy is largely driven by rising household consumption, and

one industry that thrives on this like no other is that of food and beverages. Food

and beverage processing is one of the most mature industries in Indonesia, with a

large number of businesses competing for sales (GBG Indonesia, 2014).

Beverage industry is classified into several categories such as; packaged

water, isotonic, juices, milk/dairy, tea, and carbonates soft drink. The percentage

contribution of each category in beverage industry in Indonesia is shown as

follow.

Figure 1.1 Indonesia Beverages Category Contribution 1

Source: Erich Rey MD Indonesia & PNG (2012)

From the chart above, it shows that the contribution of carbonate soft drink in

Indonesia is only 2% from overall beverage category. The biggest contribution in

beverage industry is dominated by packaged water. This is influenced by the

trends and competitive landscape of the carbonate soft drink in Indonesia.

2

The trends of carbonate soft drink is influence by the government decision to

increase the fuel price significantly in 2013, which further led to diminishing

purchasing power of consumers and higher inflation rates in 2013 compared to the

previous year. As a result, Indonesian consumers became more cautious regarding

spending, with soft drinks being no exception (Euromonitor, 2014).

The growth of carbonates soft drinks in Indonesia continued to be sustained

by the present culture among the youth, especially teenagers and young adults.

Soda, a well-kwon term for carbonate soft drinks, is associated with modern

culture for beverages along with fast food. The younger generation has grown up

with carbonated drinks and is familiar with the taste. The growing popularity of an

affordable brand Big Cola and other Big variants from PT AJE Indonesia helped

to widen the consumer base for carbonate soft drinks, therefore sustaining its

positive volume and current value growth in 2013 (Euromonitor, 2014).

The new generation of young men and women aged between 20–29 is the key

target group for carbonates. Different packaging types are available for different

consumption occasions. For example, carbonates in glass bottles are chiefly

offered in pubs/bars and restaurants etc. while various types and sizes of bottles

and metal cans are primarily available in off-trade outlets (convenience stores,

supermarket/hypermarket) for consumers to drink anywhere (Nakmongkol, 2009).

The health awareness trend has been growing in Indonesia and has

subsequently been impacting the soft drinks segment, including carbonates. In the

meanwhile, Low-calorie and sugar-free carbonates are gaining in popularity, as

shown by the launch of Coca-Cola Zero (Tampubolon, 2012).

The 'Think Health' concept has led product innovation towards the low-

calorie category, which is being well received by consumers. Prior to the launch

of Coca-Cola Zero, there were already a few products in the marketplace with a

health angle, such as Pepsi Max and Coca-Cola Light. However, the launch of

Coca-Cola Zero marked a new level in the push towards healthier carbonates

(Nakmongkol, 2009).

3

0 50 100 150 200 250 300 350

Indonesia

China

South Korea

Thailand

Philippines

Japan

Australia

Worldwide

Per-capita Consumption of Coca-Cola

based on US 8 fluid ounces

2012

2011

The competitive landscape of carbonate soft drink mainly dominated by the

giants beverage company. In Indonesia, there are three beverage giants

contributed to the top value share in soft drink, namely PT Coca-Cola Indonesia,

PT Danone Aqua, and PT Sinar Sosro through their extensive offerings. PT Coca-

Cola Indonesia continued to lead carbonates with a commanding 90% share of

off-trade value share in 2013. The company markets a wide range of leading

carbonate soft drinks. During 2013, the competitive landscape of carbonates soft

drinks is ever tightening as leading packaged food vendors such as Wings Food,

Garudafood Group, and PT Mayora Indah Tbk are gaining a foothold in

carbonates soft drinks with several initial successful launches over the review

period. These relatively new entrants also heavily invested in new launches and

promotions during 2013 (Euromonitor, 2014).

As the largest beverage in the world and the pioneer in introducing cola

beverage in Indonesia, Coca-Cola consumption in Indonesia is the lowest

compare with the other country and worldwide average consumption.

Figure 1.2 Per-capita Consumption of Coca-Cola 1

Source: www.statista.com

According to Coca Cola, the worldwide per-capita average consumption of 8-

ounces Cokes in 2012 was 94 servings; in 2011 the average consumption per-

capita was 92 servings. The average consumption per-capita of Coke in Indonesia

only 15 servings (2012), while in 2011 the average consumption per-capita of

Coke was 14 servings; with a population of more than 250 million. With the

4

number of the population, Indonesia could be considered as the potential market.

This shows that the consumption of Coca Cola in Indonesia as one of the most

populous countries in the world is less than the other countries.

This research is conducted because Indonesia has the lowest consumption of

Coca-Cola carbonate soft drinks compared to other countries globally. In

accordance with Durmaz 2011, factor that influence consumer buying behavior

are Culture, Social, Personal, and Psycho Graphical. Therefore, the researcher

conducts the research by the title of “The Influence of Behavior and

Psychographic toward Consumer Buying Behavior: a Survey of Coca-Cola in

Jababeka.”

1.2 Problem Identification

As the largest beverage in the world and the pioneer in introducing cola

beverage in Indonesia, Coca-Cola consumption in Indonesia is the lowest

compare with the other country and worldwide average consumption (Statista,

2012).

This research is conducted because Indonesia has the lowest consumption of

Coca-Cola carbonate soft drinks compared to other countries globally. Therefore,

researcher wants to know whether Behavior (Culture, Social, and Personal) and

Psychographic have a significant influence towards consumer buying behavior

towards Coca-Cola carbonate soft drink especially in Jababeka.

1.3 Statement of Problem

The problem statements of this research will be shown in form of question as

stated below:

1. Do Behavior (Culture, Social, and Personal) and Psychographic influence

Consumer Buying Behavior towards Coca-Cola carbonate soft drink?

2. What is the most significant variable that influences Consumer Buying

Behavior?

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1.4 Research Objective

The objective of this research is to know whether Behavior (Culture, Social,

and Personal) and Psychographic have a significant influence towards consumer

buying behavior towards Coca-Cola carbonate soft drink especially in Jababeka.

Specific objectives if this research will be described more below:

1. To know whether Behavior (Culture, Social, Personal) and Psychographic

influence Consumer Buying Behavior

2. To know the most significant variables that influencing Consumer Buying

Behavior

1.5 Significance of Study

By doing this research, researcher is able to implement the theory that got

from class and given more knowledge about consumer buying behavior which

also related to the marketing field. The reseracher, will able to know the influence

of Behavior (Culture, Social, Personal) and Psychographic toward Consumer

Buying behavior. By doing so, researcher may know and helps in a way or

another for Coca-Cola Company.

1.5.1 Significance Study for University

It is hoped that this study may help students to know the factors such as

Behavior (Culture, Social, Personal) and Psychographic influencing Consumer

Buying Behavior. This research can also be guidance for students that want to

conduct similar research from different aspects.

1.5.2 Significance Study for Company

It will help the company to determine which variable from Behavior

(Culture, Social, Personal) and Psychographic that influences on Consumer

Buying Behavior the most. So, company can determine effective strategies in

order to improve the consumption in Indonesia.

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1.6 Definition of Term

Culture: Culture is the complex of beliefs of human societies, their roles, their

behavior, their values, traditions, customs and traditions.

Consumer Buying Behavior: Consumer buying behavior is the way in which

consumers or buyers of goods and services tend to react or behave when

purchasing products that they like.

Social: Social is the outside influences of individual’s behavior such as

membership group, experiences, promotional events and environment of that

individual.

Personal: Personal is things that are unique to a particular person such as gender,

age, occupation, lifestyle, personality and so on.

Psychographic: Psychographic is internal energizing force that orients a person’s

activities toward satisfying a need or achieving a goal.

1.7 Scope and Limitation

The scope of the study is people in Jababeka who buy and consume Coca-

Cola. The sample size is limited to 300 people.

There are several limitations that the researcher faces during the conduction

of the research such as time, budget, and unfamiliar method for the research.

Since the time is very limited to researcher, researcher cannot explore more about

the variety of variables that may or can be added to the main variables. Budget is

also the next limitation that the researcher has difficulties in since the researcher

still uses monthly allowances from parents in conducting the research. When first

met with advisor, the advisor wants the researcher to use new method which is

unfamiliar. This makes researcher to search more about the method before making

the research which takes quite some times in order to fully understand the

meaning of the method.

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CHAPTER II

LITERATURE REVIEW

2.1 Theoretical Review

2.1.1 Consumer Buying Behavior

Buying behavior is the decision processes and acts of people involved in

buying and using products, consumer buying behavior is defined as buying

behavior of people who purchase products for personal use and not for business

purposes (Pride & Ferrel, 2012). According to Chand (2014), consumer buying

behavior define as the study of how individual customers, groups or organizations

select, buy, use, and dispose ideas, goods, and services to satisfy their needs and

wants

Consumer buying behavior might be the following: The mental, emotional

and physical activities that people engage in when selecting, purchasing, using

and disposing of products and services satisfy needs and desires (Nakmongkol,

2009).

2.1.1.1 The Buying Process

Consumer buying behavior involves the use and disposal of products as

well as the study of how they are purchased. Product use is often of great interest

to the marketer, because this may influence how a product is best positioned or

how we can encourage increased consumption (Durmaz & Sebastian, 2012).

Figure 2.1 Buying Process 1

1

Source: (Durmaz & Sebastian, 2012)

8

This model is important for anyone making marketing decisions. It forces

the marketer to consider the whole buying process rather than just the purchase

decision (Durmaz & Sebastian, 2012). When purchasing a product there are

several processes, which consumers go through (Pride & Ferrel, 2012).

1. Problem Recognition: Occurs when a buyer becomes aware of a difference

between a desired state and an actual condition. May occur rapidly or slowly.

2. Information Search: Internal search (buyers search their memories for

information about products that might solve their problem), external search

(buyers seek information from outside sources).

3. Evaluation of Alternatives

Consideration set

A group of brands that the buyer views as alternatives for possible

purchase

Evaluative criteria

Objective and subjective characteristics that is important to a buyer

Framing the alternatives

Describing the alternatives and their attributes in a certain manner to make

a particular characteristic appear more important especially to the

inexperienced buyer

4. Purchase Decision

Choosing the product or brand to be bought based on the outcome of the

evaluation stage

The choice of seller may affect the final product selection

Factors such as terms of sale, price, delivery, and warranties may affect the

sale.

5. Post purchase Behavior (cognitive dissonance): A buyer’s doubts shortly after

a purchase about whether the decision was the right one

2.1.1.2 Level of Involvement

It is refer to an individual’s degree of interest in a product and the

importance and of the product for that person (Pride & Ferrel, 2012). Buyers’

level of involvement determines why she/he is motivated to seek information

9

about a certain products and brands but virtually ignores others (Alex, 2009). The

more the buyers involve in the buying process, it can be said that the buyers

shows favorable buying behavior (Palani & Sohrabi, 2013).

Consumer buying behavior is influenced by the buyer's characteristics and

by the buyer's decision process. Buyer characteristics include four major factors:

cultural, social, personal, and psychological. We can say that following factors

can influence the buying behavior of the buyer (Reyhan, et al., 2011).

2.1.2 Culture

Culture is the essential character of a society that distinguishes it from other

cultural groups. The underlying elements of every culture are the values,

language, myths, customs, rituals, laws, and the artifacts, or products that are

transmitted from one generation to the next ( Lamb, Hair and Daniel, 2011: 371).

Culture is the most fundamental determinant of a person’s wants and behavior

(Durmaz & Sebastian, 2012). Culture is an extremely important concept to

understand consumer buying behavior and that needs to be examined (Reyhan, et

al., 2011).

There are several ways in which culture can be expressed; the most obvious

would be through tangible objects like food and clothing (Palani & Sohrabi, 2013).

Culture represents the behavior, beliefs and, in many cases, the way we act

learned by interacting or observing other members of society (Reyhan, et al.,

2011).

To support this research study “Changing in drinking culture” studied by

Euromonitor International is used as a reference to gain understanding of how

culture factors influence behavior, in particular drinking habit.

2.1.2.1 Traditional drinking culture

The Traditional drinking culture is linked with food and family. It could

be said that Traditional drinking is the Cultural definition of drinking, as it

represents and defines the group’s origin. Drinkers that belong to the Traditional

10

Traditional

Linked to food and family

Alcohol as rite of passage

Local Products

High consumption of hot drink

At home consumption

Modern

Young and affluent

Working out at home

Friends rather than Family

Out of home

Stable status-based on position

Global

Branded

Post Modern

Young and older

Health concious

Choice and identity

Brand concious

Drivers:

Urbanitation

Globalitation

Affluence

Women working

Mass Media

Drivers:

Sub and

exurbanitation

Ageing population

Over choice

Time exhaustion

Global Media

Knowledge

Borrowing from

tradition:

Local products

Return to

neighbourhood

Tradition as based

experiences

drinking dynamics consider drinking as an affirmation of their belonging to the

group, and a reinforcement of this feeling of belonging. They drink like the group,

to be part of the group, be it Tea, Coffee, or a locally made type of alcohol

(Nakmongkol, 2009). A good example of this can be seen with the beer drinking

culture in Germany, Wine drinking culture in France, Coffee drinking culture in

Turkey, Tea drinking culture in China or Thailand.

Figure 2.2 Changing Drinking Culture 11

Source: (Nakmongkol, 2009)

11

2.1.2.2 Modern Drinking culture

The Modern Drinking model is most representative of modern, urban

society and culture. Unlike the Traditional Modal, that integrates the individual to

the group, the modern drinking model is centered on the individual, to define it

within the group. The modern drinking model is characterized by the notion of

“lack of time” and “status” obtained from choosing the “right” drink. As the

result, the individual defines himself or herself by the shared drinking habits, from

where people drink, when they drink and what they drink. It is interesting to note

that while the drinking of “the drink” is an important defining element of the

drinker, the location where this drinking takes place is as important as the drink

chosen to define the drinker’s personality and lifestyle (Euromonitor, 2009).

2.1.2.3 “Post modern” drinking culture

The modern drinking model is pushed to its ultimate incarnation through

what Euromonitor is calling the emergence of the “post modern” drinking culture.

The post modern drinker is an expert, a connoisseur. He or she is not only

considering the mainstream, standardize mass brands available on a mass

consumption market. He is turning back “to the root” and looking for artisan

brands, exclusive drinks. Having been born within the “traditional model that

defines their culture, having grown up with the “modern model” they have

evolved beyond it. Expert knowledge will separate them from the mass

(Euromonitor, 2009).

Finally, the model presented by Euromonitor is describing the evolution

from the modern to the post-modern as where value can be added and where

future business opportunities may lie. What is interest to this research study is that

Euromonitor explains the dynamics as a reflection of both changes within society

and the response of the drinks industry to those changes.

2.1.3 Social

Besides the cultural factors, consumer buying behavior is altered also by the

social factors, which include; consumers groups, family, social roles, and status

12

(Palani & Sohrabi, 2013). Consumer group or reference group is a person’s

reference group consists of the entire groups that have a direct or indirect

influence on individual attitudes or behavior (Nakmongkol, 2009). There are 2

types of group. Groups having a direct influence on a person are family, friends’

neighbors and co-workers, these peoples called a primary group. Another group

that peoples also belong to but tend to be more formal and require less continuous

interaction is secondary groups such as religious, professional and trade-union

groups (Nakmongkol, 2009).

Family is the most important consumer buying organization in society and

family members are the most influential primary reference group (Brosekhan &

Velayutham, n.d.). Consumer buying behavior is influenced not only by consumer

personalities and motivations, but also by the relationships within families (family

is a familiar social unit) (Reyhan, et al., 2011). In a family, members must satisfy

their individual and shared needs by drawing on a common and shared relatively

fixed supply of sources. The individual family is a strong, most immediate and

most pervasive influence on decision-making. The husband, wife and children

influence each other and are influenced by others (Durmaz & Sebastian, 2012).

2.1.4 Personal

Personal factors, a buyer’s buying behavior are also influenced by personal

characteristics such as the buyer’s age and life-cycle stage, occupation, economic

situation, life style, and personality and self-concept (Durmaz & Sebastian, 2012).

Consumers change goods and services they buy over their lifetimes. The

product like food, clothes and furniture are age related and consumers’ choice

varies over the time. Person lives in particular society and works in particular

class. She/he prefers the product as per surrounding. Even a person’s economic

situation has considerable impact on buying behavior (Tamboli, 2009).

Personality and self-concept also key influence on buying behavior.

Personality means a set of distinguishing human psychological traits that lead to

13

relatively consistent and enduring response to environmental stimuli (product &

service, price, distribution and communication) (Nakmongkol, 2009).

A last personal factor is lifestyle and values. People from same subculture,

social class and occupation may lead quite difference lifestyle. A lifestyle is a

person’s pattern of living in the world as expressed in the activities, interests and

opinions. Lifestyle is shaped by whether consumers are money constrained or

time constrained (Nakmongkol, 2009). Lifestyle is something beyond social class

and personality (Palani & Sohrabi, 2013). The life-style concept, when used

carefully, can help the marketer gain an understanding of changing consumer

values and how they affect buying behavior (Durmaz & Sebastian, 2012).

2.1.5 Psychographic

A consumer’ purchases are influenced by four major psychological factors:

Motivation, perception, learning ability, and beliefs. A motivation is a need that is

aroused to a sufficient level of intensity, and motivation is something that

everyone has to some degree (Palani & Sohrabi, 2013). Accordingly motives can

be defined as relatively enduring, strong, and persistent internal stimuli that

arouse and direct behavior toward certain goals (Lantos, 2011).

One of the best known theories of human motivation is Maslow’s Hierarchy

of needs. According to Maslow’s theory; there are five basic levels of human

needs, which rank the needs in order of important from low-level needs to higher

level. People will try to satisfy their most important needs first. When a person

succeeds in satisfying an important need, he or she will then try to satisfy the next

most important need so on (Nakmongkol, 2009).

14

Figure 2.3 Maslow’s hierarchy of needs 1

Source: (Nakmongkol, 2009)

Perception is the process by which an individual selects, organizes and

interprets information inputs it creates as meaningful picture of the world. In

marketing, perceptions are more important than the reality, as it perceptions will

affect consumer’s actual behavior (Nakmongkol, 2009). Perception is how

consumers understand the world around them based on information received

through their senses (Durmaz & Sebastian, 2012). In response to stimuli,

consumers subconsciously evaluate their needs, values and expectations, and then

they use that evaluation to select, organize and interpret the stimuli (Lake, 2009).

Learning involves changes in an individual’s behavior arising from experience.

Most human behavior is learned. Learning is produced through the interplay of

drives, stimuli, cues, responses and reinforcement (Bashin, 2010).

2.2 Previous Research

To support this research, researcher refers to several previous researches that

will show in the table below. The table will show 10 previous researches that can

help researcher in making the research conducted.

15

Table 2.1 List of Previous Research 1

No. Title Year Author Conclusion Variables

1 Factors

Affecting

Consumers

Purchase

Behavior in

Poland 2012

Dr. Durmaz

Yakup

&

Dr. Sebastian

Jablonsk

This study

reveals that

purchase

behavior in

Poland is

highly affected

by culture,

social,

personal, and

psycho

graphical

factors

Culture,

Social,

Personal, and

Psycho

Graphical

(Durmaz &

Sebastian,

2012)

2 The

Influence of

Cultural

Factors on

Consumer

Buying

Behaviour

and an

Application

in Turkey

2014

Dr. Yakup

Durmaz

According to

the

results that can

be said that for

the majority of

survey

respondents

belief, culture

and tradition

are the most

important

factor

Culture,

Social class,

and

Demographic

(Durmaz,

2014)

16

Continue: Table 2.1 List of Previous Research


3 Factors

Influencing

Buying

Behavior of

Piracy

Products

and its

Impact to

Malaysian

Market

2009

Ahasanul Haque,

Ali Khatibi and

Sabbir Rahman

The results of

the study

showed that

there is

significant

relationship

between the

consumers’

perception and

the social

influence,

personality or

believe, pricing

and the

economy

toward the

piracy

Consumer

perception,

Social factor,

Personality

factor, and

Price

(Haque, et al.,

2009)

4 The Impact

of Cultural

Factors on

the

Consumer

Buying

Behaviors

2011

Dr. Durmaz

Yakup, Dr. Celik

Mücahit, and

Oruc Reyhan

The result

showed that

cultural factor

has an

important

position in

buying

behavior

Culture and

Social Class

(Reyhan, et

al., 2011)

17



5 Study on

Consumer

Buying

Behaviour

Towards

Selective

Electronic

Home

Appliances

in

Hyderabad

City

2013

S.Vijayalakshmi,

V.Mahalakshmi,

and S.Magesh

The result

found was,

demographic

factors

influencing

the

consumer

for buying

home

appliances,

other factors

like price,

quality, offer

and features

of home

appliances

empowering

the

consumer

for buying

the home

appliances

Demographic,

Price, and

Quality

(Vijayalakshmi,

et al., 2013)

18



6 The Insight

Study of

Consumer

Purchasing

Behaviors

in Songkla

Province,

Thailand

2009

Wassana

Suwanvijit

And

Sompong

Promsa-ad

The results

indicated that

demographic

and socio-

economic

characteristics

affecting

consumer

purchasing

behaviors

Demographic

and Socio-

economics

(Suwanvijit &

Promsa-ad,

2009)

7 Factors

Influencing

Consumer

Buying

Behaviour

of Luxury

Branded

Goods

2010

Khor Eng Tatt Analysis result

shows that

Perceived

Social Status

and Brand

Loyalty are

significantly

related to the

factors

affecting

Consumer

Buying

Behaviour

where Price

and Perceived

Quality were

significantly

related

Social Status

and Brand

Loyalty

(TATT,

2010)

19



8 The study of

Consumer’s

Attitudes

and

Behaviors

towards

Carbonate

soft drinks

2009

Arunee

Nakmongkol

From the data

gathered and

the analysis

of this report, it

has been

established that

while thirst and

price are

important

driver in

the conscious

mind of the

consumers,

underlying

drivers such as

brand, health

concern and

social image

consumption

mode are the

final factors

determining

the type

of purchase

made by the

consumers

Thirst, Price,

Brand, Social

Image, and

Health

(Nakmongkol,

2009)

20



9 Consumer

Behavior

When

Selecting a

Holiday

Destination

2013

Soraya Palani

&

Seima Sohrabi

The more

familiar the

consumer is

with a

product the

clearer the

attitude,

whether being

a favorable or

unfavorable

Interest,

Knowledge,

and Attitude

(Palani &

Sohrabi,

2013)

10 Fashion

Clothes

Buying

Behavior

2009

Sajid M.

Tamboli

Price, comfort,

good design

and good

quality are four

of the most

important

factors

among the

purchasing

criteria

Price, Product

Performance,

and Product

Quality

(Tamboli,

2009)

21

Culture

X1

Social

X2

Personal

X3

Psychographic

X4

Consumer

Buying

Behavior

Y

H1

H2

H3

H4

H5

2.3 Theoretical Framework

Source: (Durmaz & Sebastian, 2012)

2.4 Hypothesis

In this research, researcher would like to know whether culture, social,

personal, and psycho graphical have any influence toward consumer buying

behavior. The hypotheses are as follow:

Ho1: Culture has no significant influence on Consumer Buying Behavior

Hi1: Culture has significant influence on Consumer Buying Behavior

Ho2: Social has no significant influence on Consumer Buying Behavior

Hi2: Social has significant influence on Consumer Buying Behavior

Ho3: Personal has no significant influence on Consumer Buying Behavior

Hi3: Personal has significant influence on Consumer Buying Behavior

22

Ho4: Psychographic has no significant influence on Consumer Buying Behavior

Hi4: Psychographic has significant influence on Consumer Buying Behavior

Ho5: Culture, Social, Personal, and Psychographic has no significant influence on

Consumer Buying Behavior

Hi5: Culture, Social, Personal, and Psychographic has significant influence on


23

CHAPTER III

METHODOLOGY

In this chapter, the researcher would like to explain the method that the researcher

uses in this research. It includes sampling design that being used, data collection

procedure, and also SPSS test.

3.1 Research Design

Research design can be defined into two categories, which is quantitative and

qualitative. The difference between the two categories is based on the method,

structure and sample size.

Qualitative research provides insight and understanding of the problem

setting. It aims to gather an in-depth understanding of human behavior and the

reasons of the behavior. It explores the problem with few preconceived notions

about the outcome of that exploration. Qualitative research investigates not only

what, where and when, but more focus to the why and how of decision making.

Usually, qualitative research needs smaller and focused sample rather than large

samples. The most common method for qualitative research is through field

interview (Dantzker & R, 2011). Qualitative research produce information only on

the particular case study and any more general conclusions are only propositions.

Quantitative research seeks to quantify data. It seeks conclusive evidence,

which is based on large, representative samples, and typically applies some form

of statistical analysis. It uses structured questions in which the response options

have been predetermined. Large number of sample usually needed. The purpose

of quantitative research is very specific. The findings can be treated as conclusive

and used to recommend a final course of action. The most common method for

quantitative research is survey which use questionnaire as the tools.

In this research, the researcher uses quantitative as the research approach

which will examine the factors influence buying behavior of Coca-Cola in

24

Jababeka. The result of this research will explain that the culture, social, personal,

and psychographic have a positive or negative influence toward buying behavior.

3.2 Sampling Design

The target population of this research is people in Jababeka who have

consumed and bought Coca - Cola. Non-probability sampling is the method that

the researcher uses in this research. This type of research has the elements in

which the populations do not have any probabilities attached to them being chosen

as a sample subject. In this research, researcher uses convenience sampling

design.

The population of this research is unknown. The sample size taken for this

study is 399. This procedure is in accordance with the rule of thumb by Roscoe

(1975) as citied by Luqman (2011) which stated that sample sizes larger than 30

and less than 500 are appropriate for most research.

3.3 Research Instrument

3.3.1 Research Tool

Since this study is trying to find out the buying behavior of people in

Jababeka toward Coca-Cola, this research will use quantitative survey method. A

survey performed by questionnaire gains quantitative information.

3.3.2 Data Collection

The researcher used both primary and secondary data in this research.

Primary data gathered through questionnaires that are distributed to the 399

respondents. Secondary data can be sourced from journals, website, and so on.

3.3.2.1 Primary Data

Primary data is the raw data that originated by the researcher for the

purposed of the research. In this research, the researcher uses questionnaire to

obtain the data. Likert scale type has been choosing since the data is ordered-

25

categorical response. The respondents are required to choose the scale based on

five-point scale for each question.

Table 3.1 Five-point Likert Scale 1

Answer Scale

Strongly Disagree 1

Disagree 2

Neutral 3

Agree 4

Strongly Agree 5

3.3.2.2 Secondary Data

Secondary data includes books, journals, and online data. It is collected

from other individuals that have the same purpose. It provides information from

specialized sources which have high quality and reliability.

3.3.3 Demographic

Demographic profile of respondents for this research is based on age,

gender, income / monthly allowance. Those characteristic are believed to have

influences toward buying behavior. The most important factor that the

respondents should have is they ever consumed and bought Coca-Cola since this

study emphasis towards Coca-Cola.

3.3.4 Independent and Dependent Variable

The independent and dependent terms are used when researchers are trying

to determine if there is a probability of relationship between variables. These

terms distinguish the variable that the researcher expects to have influence and the

variable that he or she expects to be influenced. The independent variable is the

variable expected to change or influence the dependent variable. Thus, the

dependent variable is the variable expected to change or be influenced by the

variation in the independent variable.

26

According to Li (2010), Independent variable is defined as the variable that

causes the changes while dependent variable is affected by the independent

variable and then changed. In this research, researcher uses culture, social,

personal, and psycho graphical as the independent variables. For dependent

variable, researcher use consumer buying behavior in this research.

So, it can be conclude that independent variables can influence the

dependent variable either positive or negative way. It means that every

independent variable has a significant role to create a variance in the dependent

variable. The table below will show the list of the 5 variables consist of 4

independent variables and 1 dependent variable.

Table 3.2 Operational Definition & Variables1

Variables Definition Indicator Question

Culture

1. Culture is the essential

character of the society

that underlying values,

language, myth,

customs, rituals, laws

and artifacts or products

that transmitted from

one generation to the

next generation that

distinguish it from other

cultural groups (Lamb,

Hair and Daniel,

2011:371).

1. Sub-

culture

(Reyha

n, et al.,

2011)

2. Custom

(Reyha

n, et al.,

2011)

1. Buying and

consuming soft

drink is suitable

with my culture

(Durmaz &

Sebastian,

2012)

2. Buying and

consuming soft

drink is suitable

with my custom

(Durmaz &

Sebastian,

2012)

27

Continue: Table 3.2 Operational Definition & Variables


Culture

2. Culture is the complex of

beliefs of human

societies, their roles,

their behavior, their

values, traditions,

customs and traditions

(Durmaz & Sebastian,

2012)

3. A specific set of social,

educational, religious,

and professional

behaviors, practices and

values that individuals

learn and adhere to while

participating in or out of

groups they usually

interact with (Fortier,

2010)

4. Culture is the

characteristic of a

particular group of

people, defined by

everything from

language, religion,

cuisine, social habits

(Zimmermann, 2012)

5. Culture is a unique and

irreplaceable body of

values (Maraña, 2010)

3. Belief

(Reyhan,

et al.,

2011)

4. Values

(Reyhan,

et al.,

2011)

5. Habit

(Reyhan,

et al.,

2011)

3. Buying and

consuming

soft drink is

suitable with

my belief

(Durmaz &

Sebastian,

2012)

4. Buying and

consuming

soft drink is

suitable with

my values

(Durmaz &

Sebastian,

2012)

5. Buying and

consuming soft

drink already

become a habit

for me. (Ubeja

& Patel, 2014).

28



Culture

6. Based on the definitions

above, the researcher

concludes that culture is

a characteristic of a

group of people that can

be define by values,

languages, custom,

belief, tradition, habits,

behavior,

communication, and

practices that will be

able to be delivered to

the next generation.

Social

Define as the reference

groups, family, and

social status which affect

individual’s attitude

(Durmaz & Sebastian,

2012)

1. Groups, community or

people who will interact

to accomplish individual

or mutual goals (Chand,

2014).

1. Environ

ment

(Nakmo

ngkol,

2009)

2. Family

(Reyha

n, et al.,

2011)

3. Referen

ce

group

(Reyha

n, et al.,

2011)

1. The most

important

thing for me is

the approval

of my

environment

in buying and

consuming

soft drink

(Durmaz &

Sebastian,

2012)

29



Social

3. The role of an individual

which related with the

activities and attitudes of

that individual that

affected by his/her

position and expectation

of the people around

him/her (Perreau, 2013)

4. The groups to which an

individual belongs

(Bashin, 2010).

5. The outside influences of

individual’s behavior

such as membership

group, experiences,

promotional events and

environment of that

individual (Tintin, 2014).

2. The most

important

thing for me is

the approval

of my family

in buying and

consuming

soft drink

(Durmaz &

Sebastian,

2012)

3. The most

important

thing for me is

approval of

my

community in

buying and

consuming

soft drink

(Durmaz &

Sebastian,

2012)

30



Social



concludes that social is

the experience, groups

and activities that will

affect individual attitude,

lifestyle and mutual

goals.

4. Buying and

consuming

soft drink is

already

accepted in

my groups

(Nakmongkol,

2009).

5. I buy and

consume soft

drink because

of the

comments

from my

neighbors, and

my friends

(Nakmongkol,

2009).

Personal

1. Is person’s mode of

living or lifestyle as

identified by his or her

activities, interest and

opinions (Bhasin, 2010).

2. Things that are unique to

a particular person such

as gender, age,

occupation, lifestyle,

personality and so on

(Middlebrook, 2013).

1. Lifestyle

(Reyhan,

et al.,

2011)

2. Personali

ty

(Reyhan,

et al.,

2011)

1. Buying and

consuming

soft drink is

suitable with

my lifestyle

(Durmaz &

Sebastian,

2012)

31



Personal

3. It is individual’s

lifestyle, activities,

hobbies, and habits

evolve throughout that

individual’s life

(Perreau, 2013).

4. An individual’s

uniqueness such as

opinions, interest,

personality and self

concept (Tintin, 2014).

5. The unique individual’s

characteristic such as

age, occupation, income,

and lifestyle (Chand,

2014).

3. Interest

(Reyhan,

et al.,

2011)

4. Activity

(Reyhan,

et al.,

2011)

2. Buying and

consuming soft

drink is match

and suitable

with myself

(Durmaz &

Sebastian,

2012)

3. I enjoy buy and

consuming soft

drink because

I’m interested

with soft drink

(Durmaz &

Sebastian,

2012)

4. I buy and

consume soft

drink when it’s

suitable with

my activities

(Nakmongkol,

2009)

32



Personal



concludes that personal

is a factor that different

within individual that

will affect their attitude

such as age, income,

economic situation, etc.

5. I buy and

consume soft

drink in some

circumstances

depend on my

(Nakmongkol,

2009).mood

Psychogra

phic

1. A factor that related with

some learning process by

which consumers change

their behavior after they

gain information or

experience a product

(Junior & Raymond,

2010)

2. People perception or the

process of selecting,

organizing and

interpreting information

as inputs, to produce

meaning (Middlebrook,

2013).

1. Learning

(Reyhan,

et al.,

2011)

1. Before I buy

soft drink, I

search for

information of

soft drinks like

taste, price,

promotional

event, etc from

various

sources

(Durmaz &

Sebastian,

2012)

33



Psychogra

phic

3. Relatively enduring,

strong, and persistent

internal stimuli that

arouse and direct

behavior toward certain

goals (Lantos, 2011).

4. Internal energizing force

that orients a person’s

activities toward

satisfying a need or

achieving a goal (Alex,

2009).

5. Beliefs and attitude of an

individual or the feeling

of some idea and the

predisposition to act in a

certain way toward some

object (Perreau, 2013).

2. Percepti

on

(Reyha

n, et al.,

2011)

3. Internal

stimuli

(Nakmo

ngkol,

2009)

4. Motivat

ion

(Nakmo

ngkol,

2009)

2. The

experience of

buying and

consuming

soft drink

make me want

to buy and

consume soft

drink again

(Durmaz &

Sebastian,

2012)

3. When I

consuming

soft drink, it is

important for

me to

understand the

information

such as

ingredients

and brand

from various

sources.

(Durmaz &

Sebastian,

2012)

34



Psychogra

phic



concludes that psycho

graphical is a motive,

perception, learning

process, and internal

stimuli of individual

about something.

4. I buy and

consume soft

drink because it

offers thirst

release

(Nakmongkol,

2009).

5. I buy and

consume soft

drink because it

offers

convenience

consumption

(Nakmongkol,

2009).

Consumer

Buying

Behavior

1. Is the study of the ways

of buying and disposing

of goods, services, ideas

or experiences by the

individuals, groups and

organizations in order to

satisfy their needs and

wants (Reyhan, et al.,

2011)

1. Involved

in buying

and using

products

(Tampub

olon,

2012)

2. Selecting

products

(Nakmon

gkol,

2009)

1. I often consume

soft drink

(Nakmongkol,

2009).

2. I buy soft drink

for my personal

consumption

(Ubeja & Patel,

2014).

3. I usually buy

and consume

soft drink in a

group

(Nakmongkol,

2009).

35



Consumer

Buying

Behavior

2. Is the decision processes

and acts of people

involved in buying and

using products, for

personal use and not for

business purposes (Pride

& Ferrell, 2012).

3. The way in which

consumers or buyers of

goods and services tend

to react or behave when

purchasing products that

they like

(kenyaentrepreneur,

2014).

4. The study of how

individual customers,

groups or organizations

select, buy, use, and

dispose ideas, goods, and

services to satisfy their

needs and wants (Chand,

2014).

3. Satisfyin

g needs

and

wants

(Ubeja &

Patel,

2014).

4. I prefer to buy

and consume

soft drink rather

than the other

beverage

(Ubeja & Patel,

2014).

5. I buy and

consume soft

drink to satisfy

needs (Ubeja &

Patel, 2014).

36



Consumer

Buying

Behavior

5. The multi-step decision-

making process people

engage in and the actions

they take to satisfy their

needs and wants in the

marketplace (Kerin,

Hartley, & Rudelius,

2009).



concludes that consumer

buying behavior is the

study of the decision

making process toward

how people react,

behave, select, buy, and

use services or products

in order to satisfying

their needs and wants.

6. I buy and

consume soft

drink because

I want it

(Ubeja &

Patel, 2014).

3.4 Data Collection Procedure

The researcher starts by identifying problem and defining the problem then

start to find several previous researches related with the topic. Next, the researcher

constructs the operational definition from related variable in order to find out the

indicator and develop the question. After the operational definition table already

constructed, the researcher start to design the questionnaire. When the design

already finished, the researcher disseminate it to the respondents in Jababeka. The

researcher collects the questionnaire directly to the respondent around pasimal,

dormitory area, President University Campus, share house around PLN and

37

pasimal. The researcher also asks help from friends who still do internship in

Cikarang. After ±300 questionnaire are filled in, the researcher starts to process

the data which supported by several journals and sources from online data.

3.5 Validity and Reliability

3.5.1 Validity

In this research the researcher use 30 respondents to check the validity. In

testing the validity, the researcher uses the Corrected-Item Total Correlation.

According to Sardjono (2013) level of validity can be measured by comparing the

value of the coefficient from Corrected-Item Total Correlation with the r table

value. This method use the degree of freedom for the r table value df = n – k.

Where n is the number of respondents and k is the total of independent variables.

The numbers of respondents for validity test are 30 respondents, and the

totals of independent variables are 4. So, the degree of freedom value is 26.

df = 30 – 4 = 26

3.5.1 Reliability

In testing the reliability, the researcher uses the coefficient of the

Cronbach’s Alpha value. According to Sardjono (2013), a questionnaire can

conclude as reliable if the value of the Cronbach’s Alpha is greater than 0.6.

Based on Sugiyono (2010), the reliability can be determined from the interval of

the Cronbach’s Alpha as follow:

Table 3.3 Interval of Cronbach’s Alpha 1

Table 3.3 Interval of Cronbach’s Alpha 1

< 0.20 Not Reliable

0.20-< 0.40 Low Reliable

0.40-< 0.70 Moderate Reliable

0.70-< 0.90 High Reliable

0.90-< 1.00 Very High Reliable

1 Perfect Reliable

Source: (Sugiyono 2010)

38

3.6 Correlation

Correlation shows whether the variables are related or not, how strong, and in

what way. In statistical terms, the relationship between variables is denoted by the

correlation coefficient which falls between 0 and 1 (University of Strathclyde,

2009). In general, the higher the correlation coefficient, the stronger the

relationship.

Table 3.4 Correlation Relationship 1

Table 3.4 Correlation Relationship 1

Value of the Correlation Coefficient Strength of the Correlation

0.00 – 0.19 Very weak

0.20 – 0.39 Weak

0.40 – 0.59 Moderate

0.60 – 0.79 Strong

0.80 – 1.00 Very Strong

Source: (University of Strathclyde, 2009)

3.7 Multicollinearity

Multicollinearity is the undesirable situation where the correlations among

the independent variables are strong. Multicollinearity increases the standard

errors of the coefficient. It means that multicollinearity misleadingly inflates the

standard errors. It makes some variables statistically insignificant while they

should be otherwise significant. Multicollinearity can be check through the

correlation from correlation table. If the data is more than 0.8, means that it has

multicollinearity. If the data is less than 0.8, means that it has no multicollinearity

and it is fine to be further used in the research.

According to Yakubu (2010), multicollinearity is defined as the existence of

nearly linear dependency among columns of the design matrix X in linear

prediction models. Perfect multicollinearity occurs when there is an exact

relationship between two or more variables. It means that these variables are

perfectly related to one another. This condition may cause a problem later because

39

if one of the variables is removed, it may change the others variable’s value of

validity and reliability to the dependent variable and the invert matrix would not

exist and the estimated ordinary least square could not be calculated.

3.8 Hypothesis Testing

The hypothesis testing will be determined using Likelihood Ratio Test in

order to know whether the variable has significant influence or not toward buying

behavior.

Multinomial logistic regression is used to describe data and to explain the

relationship between variables. It is also a method to predict categorical placement

or the probability of category membership on a dependent variable based on

multiple independent variables. Multinomial logistic regression is the extension

from binary logistic regression. The basic principle of multinomial logistic

regression is similar with the binomial logistic regression, which is based on the

probability of each category of the dependent variable (Perwira, 2014). The

formula for multinomial logistic regression is:

= Probability of belonging group

= a vector of explanatory variables

= the coefficient, which are estimated using maximum

likelihood estimation

Multinomial logistic regression uses the maximum likelihood estimation to

evaluate the probability of the categorical membership and it does not assume

normality, linearity or homoscedasticity.

40

CHAPTER IV

ANALYSIS & INTERPRETATION

In this chapter, the researcher will discuss about Coca-Cola company profile,

questionnaire’s validity and reliability, descriptive analysis and the scale

measurement questionnaires. Descriptive analysis will discuss the demographic

profile and the scale measurement questionnaires will discuss about correlation

analysis, hypothesis testing and the interpretation of the result.

4.1 Company Profile

The Coca-Cola Company operates in more than 200 countries and markets

more than 500 brands and 3,500 beverage products. These products include

sparkling and still beverages, such as waters, juices, teas, coffees, sports drinks

and energy drinks. Coca-Cola has four of the world’s top five nonalcoholic

sparkling beverage brand: Coca-Cola, Diet Coke, Fanta and Sprite.

Coca-Cola was introduced to Indonesia in 1927 and was locally produced in

1932. After being shut down in 1942, Coca-Cola started being produced again by

Indonesia Bottle Limited (IBL). The plant was producing 1,000-1,500 cases of

Coca-Cola a day, employing 25 people and supported by 3-7 distribution trucks.

Since the 1960s, a range of Coca-Cola Company’s products have been introduced

to the Indonesian market. And by 2000, 10 bottling operations consolidated under

Coca-Cola Amatil Indonesia.

Coca-Cola Amatil Indonesia (CCAI) provides all the company product

variants, including bottled water in all parts of the country except North Sulawesi

(currently served by Bangun Wenang Beverages Company (BWBC), which

operates a bottling facility in Manado). CCAI owns and operates 9 bottling plants,

in: Cibitung, Cikedokan, Bandung, Semarang, Surabaya, Bali, Medan, Padang,

and Lampung and operates with over 100 Distribution Centers across Indonesia.

For sourcing raw materials, services and non product related items CCAI has over

2,500 suppliers within its supply chain.

41

4.2 Data Analysis

4.2.1 Validity Test

In validity test, the researcher will show the comparison of Corrected-Item

Total Correlation with the r table value. Since the degree of freedom of the data is

26, the r table is 0,390 with the total respondent 30. The statement can be said

valid if the value of the Corrected-Item Total Correlation is more than the value of

r table (Korkmaz, 2014).

Table 4.1 Validity 1

No. Variable Corrected

Item Total

R-Table

Value Validity

1 CTL1 .638 .390 Valid

2 CTL 2 .768 .390 Valid

3 CTL 3 .805 .390 Valid

4 CTL 4 .732 .390 Valid

5 CTL 5 .632 .390 Valid

6 SCL1 .618 .390 Valid

7 SCL 2 .494 .390 Valid

8 SCL 3 .198 .390 Invalid

9 SCL 4 .497 .390 Valid

10 SCL 5 .586 .390 Valid

11 PER1 .680 .390 Valid

12 PER 2 .692 .390 Valid

13 PER 3 .578 .390 Valid

14 PER 4 .589 .390 Valid

15 PER 5 .307 .390 Invalid

16 PSY1 .715 .390 Valid

42

Continue: Table 4.1 Validity

No. Variable Corrected

Item Total

R-Table

Value Validity

17 PSY 2 .757 .390 Valid

18 PSY 3 .450 .390 Valid

19 PSY 4 .442 .390 Valid

20 PSY 5 .281 .390 Invalid

21 BBV1 .718 .390 Valid

22 BBV 2 .450 .390 Valid

23 BBV 3 .576 .390 Valid

24 BBV 4 .115 .390 Invalid

25 BBV 5 .743 .390 Valid

26 BBV 6 .525 .390 Valid

Source: Primary Data-SPSS V.20

From the table, it shows that all statement except SCL3, PER5, PSY5, and

BBV4 in the questionnaire already valid since the Corrected-Item Total value is

more than the r table value which is 0.390. The invalid statement shows that their

Corrected-Item Total value is lower than the r table which is 0.198, 0.307, 0.281,

and 0.115 that suppose to have minimum amount of 0.390.

4.2.2 Reliability Test

The result of reliability test will be shown in the table below:

Table 4.2 Reliability 1

No. Variable Cronbach’s

Alpha

N of

Item

Reliability

1 Culture (x1) .886 5 High Reliable

2 Social (x2) .793 4 High Reliable

43

0 0.25%

46.12%

41.60%

11.03%

1.00%

Age of Respondents

< 17

17 - 25

26 - 35

36 - 45

>45

Continue: Table 4.2 Reliability

No. Variable Cronbach’s

Alpha

N of

Item

Reliability

3 Personal (x3) .718 4 High Reliable

4 Psychographic (x4) .752 4 High Reliable

5 Buying Behavior (y) .704 5 High Reliable

Source: Primary Data-SPSS V.20

The table above shows that the Cronbach’s Alpha of the variable is more

than 0.6 which means that all variables that are used in the questionnaire have

been reliable. The classification of the reliability the coefficient of Cronbach’s

Alpha for culture, social, personal, psycho graphic, and buying behavior is 0.886,

0.793, 0.718, 0.752, and 0.704. So the instruments or elements used to measure

the variables have high reliability.

4.2.2 Respondent Profile

All of the respondent that fills in questionnaire are buying and consume

Coca-Cola. The demographic profile of the sample will be shown below:

Figure 4.1 Respondents’ Age 1

Source: Primary Data-Microsoft Excel 2007

44

47%

53%

Gender of Respondents

Male

Female

There are 5 categories of age that the researcher uses in order to know

which age buy and consume Coca-Cola more. 46.12% (184 respondents) out of

399 are age range from 17-25 years old followed with 26-20 years old with 28.1%

(166 respondents). Two of these categories have placed in the second rank in

overall 5 categories. On age 36-35 years old there are 11.03% (44 respondents)

that buy and consume Coca-Cola. For age >45 years old, the respondents is only

1.00% (4 respondents) since most of them doesn’t buy and consume Coca-Cola

again due to the health concern. There is only 0.25% (1 respondent) for age below

17 years old.

Figure 4.2 Respondents’ Gender 1

Figure 4.2 Respondents’ Gender


From the total 399 respondents, 186 are male (47%) and 213 are female

(53%). Since the researcher use random sampling, the researcher didn’t choose

particular gender to be considered as important. Coca-Cola is a low involvement

product which everybody can buy and consume without any certain conditions.

The chart below shows the frequency of respondents in buy and consumes

Coca-Cola mostly once a month 40% (159 respondents) and once a week with 34%

(136 respondents). These indicate that the frequency of the respondents in buying

and consuming Coca-Cola is low to moderate consumption. Followed with 14%

or 57 respondents who buy and consume Coca-Cola 2-6 times a week which can

45

36.59%

10.78%

34.09%

18.30%

0.25%

Education of Respondents

High School

D3

S1

S2

S3

be categorized as frequent consumption. The rest is 7% (29 respondents) for less

than once a month and 5% (18 respondents) for everyday frequency which can be

categorized as very low consumption and very often.

Figure 4.3 Respondents’ Buying and Consu 1

Figure 4.3 Respondents’ Buying and Consuming Frequency


The researcher focused on 5 categorized level of education of the

respondents in order to differentiate the respondent’s data. For high school, there

are 36.59% (146 respondents) from the total of 399 respondents who buy and

consume Coca-Cola. Followed with 34.09% (136 respondents) with bachelor

degree level of education.

Figure 4.4 Respondents’ Level of Educati 1

Figure 4.4 Respondents’ Level of Education


7%

40%

34%

14%

5%

Buying and Consuming Frequency

Less than once a month

Once a month

Once a week

2-6 times a week

Every day

46

The lowest percentage is 0.25% (only 1 respondents) with S3 (doctoral

degree) level of education. This may related with the awareness and

comprehension of the product, since Coca-Cola usually connected with the health

issue.

Figure 4.5 Respondents’ Occupation 1

Figure 4.5 Respondents’ Occupation


From the chart above, the most of the respondents is a students and private

employees with percentage 44% (176 respondents) and 43% (172 respondents).

The second percentage of occupation is entrepreneur with 6% (24 respondents).

The lowest percentage of occupation is housewife and official employees with 1%

for both occupations.

Figure 4.6 Respondents’ Income 1

Figure 4.6 Respondents’ Income

44%

43%

1% 6%

2%

1%

3%

Occupation of Respondents

Student

Private Employees

Official Employees

Entrepreneur

Professional

Housewife

Other

62%

24%

11%

3%

Income of Respondents

< 2,700,000

2,700,000 - 5,300,000

5,400,000 - 6,200,000

> 6,200,000

47


The last information is the respondents’ income or monthly allowance. The

range of the allowance may vary from < 2,700,000 until > 6,200,000. There are 62%

(250 respondents) with allowance less than IRP 2, 700, 000 followed with 24%

(94 respondents) with allowance IRP 2,700,000 until 5,300,000. The lowest

percentage of allowance is 3% (12 respondents) with more than IRP 6,200,000

monthly allowance.

4.2.3 Question Result Analysis

In the first part of the questionnaire, the researcher let the respondent to fill

up their personal information such as age, gender, occupation, income or monthly

allowance, frequency in buying and consuming Coca-Cola, and education. Likert

scale question given an opportunity to respondents to choose the answer based in

their liking.

4.2.3.1 Culture

Statement 1: “Buying and consuming Coca-Cola is suitable with my

culture”

Figure 4.7 Suitability with culture 1

Figure 4.7 Suitability with culture


150 respondents disagree that buying and consuming Coca-Cola is suitable

with their culture. Though some choose to be neutral, it is still clearly seen that

74

150

97

68

10

0 50 100 150 200

Strongly Disagree

Disagree

Neutral

Agree

Stongly Agree

48

the highest respond are disagree. Only 68 respondents who choose agree and

small portion of respondents which is 10 respondents who choose strongly agree.


custom”

Figure 4.8 Suitability with custom 1

Figure 4.8 Suitability with custom


Out of 399 respondents that fill the questionnaire, 153 of them disagreed

that buying and consuming Coca-Cola is suitable with their custom followed by

106 respondents which choose neutral and only small portion of respondents that

strongly agree with the statement.


belief”

Figure 4.9 Suitability with belief 1

Figure 4.9 Suitability with belief


76

153

106

54

10

0 50 100 150 200

Strongly Disagree

Disagree

Neutral

Agree

Stongly Agree

86

121

117

70

5

0 20 40 60 80 100 120 140

Strongly Disagree

Disagree

Neutral

Agree

Stongly Agree

49


with their culture. Though 117 respondents choose to be neutral, it is still clearly

seen that the highest respond are disagree. Only 70 respondents who choose agree

and small portion of respondents which is 5 respondents who choose strongly

agree.


values”

Figure 4.10 Suitability with values 1

Figure 4.10 Suitability with values


142 of 399 respondents choose to be disagreed when being asked about the

suitability of their values with buying and consuming Coca-Cola followed by 105

respondents which choose neutral and only small portion of respondents that


Statement 5: “Buying and consuming Coca-Cola already become my

habit”

Figure 4.11 Suitability with habit 1

Figure 4.11 Suitability with habit

76

142

105

65

11

0 50 100 150

Strongly Disagree

Disagree

Neutral

Agree

Stongly Agree

94

127

105

65

8

0 20 40 60 80 100 120 140

Strongly Disagree

Disagree

Neutral

Agree

Stongly Agree

50


Most of the respondents disagreed with the statement that buying and

consuming Coca-Cola already become their habit. Though 105 respondents

choose to be neutral, it is still clearly seen that the highest respond are disagree.

4.2.3.2 Social

Statement 1: “The approval from my environment in buying and

consuming Coca-Cola is important for me”

Figure 4.12 Approval from environment 1

Figure 4.12 Approval from environment


The figure above shows that most respondents are agree that the approval

from their environment in buying and consuming Coca-Cola is important with the

total of 116 respondents.

Statement 2: “The approval from my family in buying and consuming

Coca-Cola is important for me”

Figure 4.13 Approval from family 1

55

109

106

116

13

0 20 40 60 80 100 120 140

Strongly Disagree

Disagree

Neutral

Agree

Stongly Agree

23

45

73

238

20

0 50 100 150 200 250

Strongly Disagree

Disagree

Neutral

Agree

Stongly Agree

51


Based on the figure above, the highest respond from the respondents is

agreed which has 238 votes. While the other category did not reach as much as

those that agreed.

Statement 4: “The approval from my groups in buying and consuming

Coca-Cola is important for me”

Figure 4.14 Approval from groups 1

Figure 4.14 Approval from groups


Most of the respondents agree that the approval from their groups in buying

and consuming Coca-Cola is important. The number 119 in the figure shows that

it is the highest rank rather than other answers.

Statement 5: “I buy and consume Coca-Cola because of the comments

from my friend”

Figure 4.15 Comments from friends 1

Figure 4.15 Comments from friends


60

102

86

119

32

0 20 40 60 80 100 120 140

Strongly Disagree

Disagree

Neutral

Agree

Stongly Agree

102

119

86

60

32

0 20 40 60 80 100 120 140

Strongly Disagree

Disagree

Neutral

Agree

Stongly Agree

52

199 of 399 respondents choose to be disagreed when being asked about the

statement followed by 86 respondents which choose neutral and only small

portion of respondents that strongly agree with the statement.

4.2.3.3 Personal


lifestyle”

Figure 4.16 Suitability with lifestyle 1

Figure 4.16 Suitability with lifestyle



with their lifestyle. Though some choose to be neutral, it is still clearly seen that

the highest respond are disagree. Only 82 respondents who choose agree and

small portion of respondents which is 9 respondents who choose strongly agree.

Statement 2: “Buying and consuming Coca-Cola is suitable with me”

Figure 4.17 Suitability with respondents 1

Figure 4.17 Suitability with respondents’ themselves


69

123

116

82

9

0 20 40 60 80 100 120 140

Strongly Disagree

Disagree

Neutral

Agree

Stongly Agree

80

129

95

89

6

0 20 40 60 80 100 120 140

Strongly Disagree

Disagree

Neutral

Agree

Stongly Agree

53


disagreed which has 129 votes. While the other category did not reach as much as

those that disagreed.

Statement 3: “I enjoy buying and consuming Coca-Cola because I’m

interested with it”

Figure 4.18 Enjoy buying and consuming C 1

Figure 4.18 Enjoy buying and consuming Coca-Cola


132 respondents disagree that they enjoy buy and consuming Coca-Cola

because they are interested with it. Though some choose to be neutral, it is still

clearly seen that the highest respond are disagree.

Statement 4: “I buy and consume Coca-Cola when it’s suitable with my

activities”

Figure 4.19 Suitability with activity 1

Figure 4.19 Suitability with activity


72

132

97

85

13

0 20 40 60 80 100 120 140

Strongly Disagree

Disagree

Neutral

Agree

Stongly Agree

22

65

86

130

96

0 20 40 60 80 100 120 140

Strongly Disagree

Disagree

Neutral

Agree

Stongly Agree

54



those that agreed.

4.2.3.4 Psychographic

Statement 1: “Before I buy Coca-Cola, I search for various factors or

information such as taste, price, promotional event, etc from various

sources”

Figure 4.20 Seeking information 1

Figure 4.20 Seeking information


Most of the respondents disagreed with the statement that before they buy

Coca-Cola, they search for various factors or information such as taste, price,

promotional event, etc from various sources. Though 116 respondents choose to

be neutral, it is still clearly seen that the highest respond are disagree.

Statement 2: “The experience of buying and consuming Coca-Cola

makes me want to buy and consume Coca-Cola again”

Figure 4.21 Past Experiences 1

Figure 4.21 Past Experiences

76

120

116

77

10

0 20 40 60 80 100 120 140

Strongly Disagree

Disagree

Neutral

Agree

Stongly Agree

82

96

116

97

8

0 20 40 60 80 100 120 140

Strongly Disagree

Disagree

Neutral

Agree

Stongly Agree

55


Even though some respondents are neutral on this part of statement, there

are 97 respondents who choose agree. This means that the respondents are not

really consider that their experience make them want to buy and consume but not

against it.

Statement 3: “When buying and consuming Coca-Cola, it is important

for me to understand the information such as ingredients and brand

from various sources”

Figure 4.22 Knowledgeable about the prod 1

Figure 4.22 Knowledgeable about the product


Based on the figure, most of the respondents agreed that it is important for

them to understand the information such as ingredients and brand. It is shows that

the graph has high responds at agree and strongly agree parts which are 216 if

combined together.

Statement 4: “I buy and consume Coca-Cola because it offers thirst

release”

21

72

90

119

97

0 20 40 60 80 100 120 140

Strongly Disagree

Disagree

Neutral

Agree

Stongly Agree

56

Figure 4.23 Thirst releases 1

Figure 4.23 Thirst release


120 respondents disagree that Coca-Cola offers thirst release. Though 110

respondents choose to be neutral, it is still clearly seen that the highest respond are

disagree.

4.2.3.5 Consumer Buying Behavior

Statement 1: “I often consume Coca-Cola”

Figure 4.24 Often consuming 1

Figure 4.24 Often consuming


121 respondents disagree that they often consume Coca-Cola. Though some

choose to be neutral, it is still clearly seen that the highest respond are disagree.

Only 76 respondents who choose agree and small portion of respondents which is

6 respondents who choose strongly agree.

70

120

110

69

30

0 20 40 60 80 100 120 140

Strongly Disagree

Disagree

Neutral

Agree

Stongly Agree

98

121

98

76

6

0 20 40 60 80 100 120 140

Strongly Disagree

Disagree

Neutral

Agree

Stongly Agree

57

Statement 2: “I buy Coca-Cola for my personal consumption”

Figure 4.25 Personal Consumption 1

Figure 4.25 Personal Consumption


Out of 399 respondents that fill the questionnaire, 125 of them disagreed

that they buy Coca-Cola for their personal consumption followed by 113

respondents which choose agree and only small portion of respondents that


Statement 3: “I usually buy and consuming Coca-Cola in a group”

Figure 4.26 Buying and consuming in grou 1

Figure 4.26 Buying and consuming in group


118 out of 399 respondents agree that they buy and consuming Coca-Cola in

a group followed by 117 respondents which choose disagree and only small

portion of respondents that strongly agree with the statement.

51

125

96

113

14

0 20 40 60 80 100 120 140

Strongly Disagree

Disagree

Neutral

Agree

Stongly Agree

52

117

88

118

24

0 20 40 60 80 100 120 140

Strongly Disagree

Disagree

Neutral

Agree

Stongly Agree

58

Statement 5: “I buy and consume Coca-Cola to satisfy needs”

Figure 4.27 Satisfy needs 1

Figure 4.27 Satisfy needs


115 respondents disagree that they buy and consuming Coca-Cola to satisfy

needs. Though 107 respondents choose to be neutral, it is still clearly seen that the

highest respond are disagree.

Statement 6: “I buy and consume Coca-Cola because I want it”

Figure 4.28 Buy and consume just because 1

Figure 4.28 Buy and consume just because of want




those that agreed.

78

115

107

92

6

0 20 40 60 80 100 120 140

Strongly Disagree

Disagree

Neutral

Agree

Stongly Agree

22

69

83

145

80

0 50 100 150 200

Strongly Disagree

Disagree

Neutral

Agree

Stongly Agree

59

4.2.4 Correlation and Multicollinearity Analysis

In this part of analysis, the researcher would like to discuss about the

correlation between independent variable and dependent variable and also the

multicollinearity between Independent variable.

4.2.4.1 Correlation Analysis

Correlation shows whether the variables are related or not, how strong,

and in what way. The result will be presented in the table

Table 4.3 Spearman Rank Order Correlatio 1

Table 4.3 Spearman Rank Order Correlations

Correlations

CTL SCL PER PSY BBV

Spearman's

rho

CTL Correlation

Coefficient 1.000 .282

** .444

** .656

** .732

**

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

N 399 399 399 399 399

SCL Correlation

Coefficient .282

** 1.000 .290

** .140

** .201

**

Sig. (2-tailed) .000 . .000 .005 .000

N 399 399 399 399 399

PER Correlation

Coefficient .444

** .290

** 1.000 .523

** .478

**

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

N 399 399 399 399 399

PSY Correlation

Coefficient .656

** .140

** .523

** 1.000 .674

**

Sig. (2-tailed) .000 .005 .000 . .000

BBV Correlation

Coefficient .732

** .201

** .478

** .674

** 1.000

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

**. Correlation is significant at the 0.01 level (2-tailed).

Source: IBM SPSS V.20

60

The correlation between each variable from the table 4.3 above shows:

1. Correlation between variable Culture and variable Buying Behavior is

statistically significant, the strength correlation is 0.732 indicated as strong.

The nature of the correlation is positive, meaning if the Culture variable

increased, the Buying Behavior variable will also increase. Applies also if

the Buying Behavior variable increase, the Culture variable will also

increase.

2. Correlation between Social variable and Buying Behavior variable is

statistically significant, the strength correlation is 0.201 indicated as weak.

The nature of the correlation is positive, meaning if the Social variable

increased, Buying Behavior variable will also increase. Applies also if the

Buying behavior variable increase, the Social variable will also increase.

3. Correlation between Personal variable and Buying Behavior variable is

statistically significant, the strength correlation is 0.478 indicated as

moderate. The nature of correlation is positive, meaning if the Personal

variable increased, Buying Behavior variable will also increase. Applies

also if the Buying Behavior variable increase, the Personal variable will also

increase.

4. Correlation between Psychographic variable and Buying Behavior variable

is statistically significant, the strength correlation is 0.674 indicated as

strong. The nature of correlation is positive, meaning if the Psychographic

variable increased, Buying Behavior variable will also increase. Applies

also if the Buying Behavior variable increase, Psychographic variable will

also increase.

4.2.4.2 Multicollinearity Analysis

According to Yakubu (2010), multicollinearity is defined as the existence

of nearly linear dependency among columns of the design matrix X in linear

prediction models. The result will be presented in the figure below:

61

Table 4.3 Spearman Rank Order Correlations

Correlations

CTL SCL PER PSY BBV

Spearman's

rho

CTL Correlation

Coefficient 1.000 .282

** .444

** .656

** .732

**

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

N 399 399 399 399 399

SCL Correlation

Coefficient .282

** 1.000 .290

** .140

** .201

**

Sig. (2-tailed) .000 . .000 .005 .000

N 399 399 399 399 399

PER Correlation

Coefficient .444

** .290

** 1.000 .523

** .478

**

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

N 399 399 399 399 399

PSY Correlation

Coefficient .656

** .140

** .523

** 1.000 .674

**

Sig. (2-tailed) .000 .005 .000 . .000

BBV Correlation

Coefficient .732

** .201

** .478

** .674

** 1.000

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

**. Correlation is significant at the 0.01 level (2-tailed).


The multicollinearity between each variable from the table 4.3 above shows:

1. The correlation coefficient between Culture variable and Social variable is

0.282 which is below 0.8. It means that there is no multicollinearity between

Culture variable and Social variable.

2. The correlation coefficient between Culture variable and Personal variable

is 0.444 which is below 0.8. It means that there is no multicollinearity

between Culture variable and Personal variable.

3. The correlation coefficient between Culture variable and Psychographic

variable is 0.656 which is below 0.8. It means that there is no

multicollinearity between Culture variable and Psychographic variable.

62

4. The correlation coefficient between Social variable and Personal variable is

0.290 which is below 0.8. It means that there is no multicollinearity between

Social variable and Personal variable.

5. The correlation coefficient between Social variable and Psychographic


multicollinearity between Social variable and Psychographic variable.

6. The correlation coefficient between Personal variable and Psycho Graphical


multicollinearity between Personal variable and Psychographic variable.

7. The correlation coefficient of each independent variable shows that it is

below 0.8 which means that the data has no multicollinearity among them.

This means that the data are valid to be used further in this research.

4.2.5 Multinomial Logistic Regression

4.2.5.1 Overall Test of Relationship

In the table 4.4 below it shows that there is significant influence between

the independent variables and the dependent variables since the value of Chi-

Square is 177.939 which is not 0. It means that it does contribute to the model.

The level of significance is 0.000 which is less than 0.05 which means it is

significant. This means that the null hypothesis is rejected while the 5th

hypothesis

is accepted.

Table 4.4 Model Fitting Information 1

Table 4.4 Model Fitting Information

Model Fitting Information

Model Model Fitting

Criteria

Likelihood Ratio Tests

-2 Log

Likelihood

Chi-Square df Sig.

Intercept Only 400.639

Final 222.700 177.939 16 .000


63

4.2.5.2 Strength of Multinomial Logistic Regression Relationship

Table 4.5 Pseudo R-Square 1

Table 4.5 Pseudo R-Square

Pseudo R-Square

Cox and Snell .360

Nagelkerke .425


The table 4.5 above explains that the value of Cox & Snell and

Nagelkerke are 0.360 and 0.425 respectively sugegesting that between 36% and

42.5% of the variability is explained by the set of variable used in this research.

4.2.5.3 Relationship of Independent and Dependent Variables

Statistically relationship between independent variables and dependent

variable can be measure by Likelihood Ratio Test. The variability can be said

significant if the significant is less than 0.05.

Table 4.6 Likelihood Ratio Test 1

Table 4.6 Likelihood Ratio Test


Effect Model Fitting

Criteria


-2 Log

Likelihood of

Reduced Model

Chi-Square df Sig.

Intercept 222.700a .000 0 .

CTL1 243.895 21.195 4 .000

SCL1 224.025 24.670 4 .000

PER1 248.376 25.676 4 .000

PSY1 260.621 37.921 4 .000


1. The Chi-Square of Culture is 21.195 which is the proof that it is not 0 in the

model. The significance level is 0.000 and makes the null hypothesis to be

rejected thus can be concluded that the variable Culture has a significant

influence on Consumer Buying Behavior.

64

2. The Chi-Square of Social is 24.670 which is the proof that it is not 0 in the

model. The significance level is 0.000 and makes the null hypothesis to be

rejected thus can be concluded that the variable Social has a significant


3. The Chi-Square of Personal is 25.676 which is the proof that it is not 0 in

the model. The significance level is 0.000 and makes the null hypothesis to

be rejected thus can be concluded that the variable Personal has a significant


4. The Chi-Square of Psychographic is 37.921 which is the proof that it is not

0 in the model. The significance level is 0.000 and makes the null

hypothesis to be rejected thus can be concluded that the variable

Psychographic has a significant influence on Consumer Buying Behavior.

Table 4.7 Parameter Estimates 1

Table 4.7 Parameter Estimates

Parameter Estimates

Mean_BBV1a B Std.

Error

Wald df Sig. Exp(B) 95% Confidence

Interval for Exp(B)

Lower

Bound

Upper

Bound

.00 Intercept -3.080 1.053 8.558 1 .003

[CTL1=.00] 2.288 .951 5.794 1 .016 9.857 1.530 63.511

[CTL1=1.00] .637 .972 .430 1 .512 1.892 .282 12.701

[CTL1=2.00] 0b . . 0 . . . .

[SCL1=.00] .233 .474 .241 1 .623 1.262 .498 3.196

[SCL1=1.00] .229 .526 .190 1 .663 1.258 .449 3.527

[SCL1=2.00] 0b . . 0 . . . .

[PER1=.00] 1.932 .584 10.946 1 .001 6.906 2.198 21.695

[PER1=1.00] 1.023 .626 2.670 1 .102 2.782 .815 9.492

[PER1=2.00] 0b . . 0 . . . .

[PSY1=.00] 1.808 .562 10.333 1 .001 6.098 2.025 18.361

[PSY1=1.00] .844 .613 1.895 1 .169 2.326 .699 7.739

[PSY1=2.00] 0b . . 0 . . . .

65

Continue: Table 4.7 Parameter Estimates

Mean_BBV1a B Std.

Error

Wald df Sig. Exp(B) 95% Confidence

Interval for Exp(B)

Lower

Bound

Upper

Bound

1.00 Intercept .011 .635 .000 1 .987

[CTL1=.00] .316 .632 .251 1 .617 1.372 .398 4.734

[CTL1=1.00] -.434 .637 .465 1 .495 .648 .186 2.258

[CTL1=2.00] 0b . . 0 . . . .

[SCL1=.00] .405 .469 .747 1 .387 1.500 .598 3.760

[SCL1=1.00] 1.630 .650 6.283 1 .012 5.103 1.427 18.252

[SCL1=2.00] 0b . . 0 . . . .

[PER1=.00] .258 .503 .262 1 .609 1.294 .483 3.469

[PER1=1.00] .616 .504 1.496 1 .221 1.852 .690 4.969

[PER1=2.00] 0b . . 0 . . . .

[PSY1=.00] .199 .501 .158 1 .691 1.220 .457 3.260

[PSY1=1.00] .956 .501 3.635 1 .057 2.601 .974 6.949

[PSY1=2.00] 0b . . 0 . . . .

a. The reference category is: 2.00.


1. Every disagreement on Culture will increase the probability of respondents

exhibiting unfavorable buying behavior of Coca-Cola by approximately 9.8

times over favorable buying behavior of Coca-Cola. In this term, Culture

has a positive influence towards Buying Behavior of Coca-Cola.

2. Every disagreement on Personal will increase the probability of respondents

exhibiting unfavorable buying behavior of Coca-Cola by approximately 6.9

times over favorable buying behavior of Coca-Cola. In this term, Personal

has a positive influence toward Buying Behavior of Coca-Cola.

3. Every disagreement on Psychographic will increase the probability of

respondents exhibiting unfavorable buying behavior of Coca-Cola by

approximately 6 times over favorable buying behavior of Coca-Cola. In this

term, Psychographic has a positive influence towards Buying Behavior of

Coca-Cola.

66

4. Every neutral on Social will increase the probability of respondents to be

indifferent in Buying Behavior of Coca-Cola by approximately 5.1 times

over favorable buying behavior. In this term, being indifferent in Social has

a positive influence towards the Buying Behavior of Coca-Cola.

4.3 Interpretation of Results

4.3.1 Culture towards Buying Behavior of Coca-Cola

Based on the findings in likelihood and parameter estimates, Culture

variable has a significant influence towards buying behavior of Coca-Cola which

is 0.000. While every disagreement on Culture will increase the probability of


approximately 9.8 times over favorable buying behavior of Coca-Cola. It means

that when respondents choose to be neutral there are possibilities around 9.8 times

for them to being disagreed on exhibiting favorable buying behavior toward Coca-

Cola.

From the result above researcher can conclude that every changes on

Culture whether it is positive or negative, it will give influence towards buying

behavior to be unfavorable, indifferent, or favorable. In disagreement condition,

disagreed respondents will rethink 9.8 times to exhibiting favorable buying

behavior rather than those who agree exhibiting favorable buying behavior. So,

the more the suitability of culture, values, habit, and custom to the consumers

toward Coca-Cola, it will encourage the consumers exhibiting favorable buying

behavior of Coca-Cola.

4.3.2 Social towards Buying Behavior on Coca-Cola

Based on the findings in likelihood and parameter estimates, Social variable

has a significant influence towards buying behavior on Coca-Cola which is 0.000.

While every neutral on Social will increase the probability of respondents to be

indifferent in Buying Behavior of Coca-Cola by approximately 5.1 times over

favorable buying behavior. It means that when respondents choose to be agreed

67

there are possibilities around 5.1 times for them to be indifferent on favorable

buying behavior of Coca-Cola.

From the result above researcher can conclude that every changes on Social

whether it is positive or negative will give influence towards buying behavior to

be unfavorable, indifferent, or favorable. In neutral condition, the neutral

respondents have 5.1 times to be indifferent to exhibiting favorable buying

behavior of Coca-Cola rather than those who have exhibiting favorable buying

behavior of Coca-Cola. So, the more the consumers get approval from their

environment, family, groups it will encourage the consumers exhibiting favorable

buying behavior of Coca-Cola.

4.3.3 Personal towards Buying Behavior on Coca-Cola

Based on the findings in likelihood and parameter estimates, Personal

variable has a significant influence towards buying behavior on Coca-Cola which

is 0.000. While every disagreement on Personal will increase the probability of


approximately 6.9 times over favorable buying behavior of Coca-Cola. It means

that when respondents choose to be neutral there are possibilities around 6.9 times

for them to being disagreed on exhibiting favorable buying behavior of Coca-

Cola.


Personal whether it is positive or negative will give influence towards buying

behavior to be unfavorable, indifferent, or favorable. In disagreement condition,

disagreed respondents will rethink 6.9 to exhibiting favorable buying behavior

rather than those who agree exhibiting favorable buying behavior. So researcher

believes the more the suitability of lifestyle, activities, personality, and the interest

it will encourage the consumers exhibiting favorable buying behavior of Coca-

Cola.

68

4.3.4 Psychographic towards Buying Behavior on Coca-Cola

Based on the findings in likelihood and parameter estimates, Psychographic

variable has a significant influence towards buying behavior on Coca-Cola which

is 0.000. While every disagreement on Psychographic will increase the probability

of respondents exhibiting unfavorable buying behavior of Coca-Cola by

approximately 6 times over favorable buying behavior of Coca-Cola. It means that

when respondents choose to be neutral there are possibilities around 6 times for

them to being disagreed on exhibiting favorable buying behavior of Coca-Cola.


Psychographic whether it is positive or negative will give influence towards

buying behavior to be unfavorable, indifferent, or favorable. In disagreement

condition, disagreed respondents will rethink 6 times to exhibiting favorable

buying behavior rather than those who agree exhibiting favorable buying

behavior. So researcher believes the more the consumers understand about Coca-

Cola, the more the consumers aware about Coca-Cola, it will encourage the

consumers exhibiting favorable buying behavior of Coca-Cola.

69

CHAPTER V

CONCLUSION AND RECOMMENDATION

In this chapter the researcher would like to convey the conclusion and

recommendation based on the analysis about the influence of Culture, Social,

Personal, and Psychographic towards Consumer Buying Behavior: a case study of

Coca-Cola in Jababeka. The researcher conduct to know whether those

independent variables have significant influence toward dependent variable also to

know which factors from the independent variables that have the biggest influence

towards consumer buying behavior.

5.1 Conclusion

Based on result analysis researcher can be conclude that:

1. In general based on the model fitting information, there is significant

influence between Culture, Social, Personal, and Psychographic towards

Consumer Buying Behavior of Coca-Cola in Jababeka. It is proven by the

value of significant less than 0.05 which is 0.00.

2. Then, Psychographic has the biggest influence on Consumer Buying

Behavior of Coca-Cola in Jababeka.

5.2 Recommendation

Based on the result analysis, researcher may give some recommendation for the

company and further researcher.

5.2.1 Company

The result of the research has shown that Culture, Social, Personal and

Psycho Graphic have a significant influence toward Coca-Cola buying behavior

where Psycho Graphic has the biggest influence on Coca-Cola buying behavior.

Those independent variables have indicators that explain through the question in

the questionnaire. This might give helpful information for the company to do their

70

strategy in order to improve the consumption of Coca-Cola especially in

Indonesia. It is necessary for them to understand their consumers’ behavioral in

buying their product.

An effective promotion strategy is a very powerful way for any company to

support their objectives. To create an effective promotion strategy, the company

needs to understand the condition of their consumers and their behavior toward

certain product. The company may not be able to change the culture of Indonesian

people, but they might able to influence their habit through an effective promotion

strategy.

Coca-Cola Company can create promotional events that involve the local

culture of Indonesian people. For example: during Ramadan, Coca-Cola can

create “Buka Bersama” event or “Sahur on the Road” event. Or Coca-Cola

may become a sponsor for several music concerts that usually held during

Christmas. This promotional strategy may help the company to integrate

Coca-Cola product with Indonesian people through their culture.

Coca-Cola can create a “brand communication” to create a strong sense of

shared values. This “brand communication” could be achieved through vital

marketing over internet, having groups in social media that present a fun

and social image. Coca-Cola can also create entertainment events that attract

youth such as music concert or art exhibition. The purpose is to build a

strong identification and reminder in order to lock the consumer relationship

with Coca-Cola.

Coca-Cola needs to put the information nutritional value and calories

transparently since the consumer tend to look up for the ingredients’

information of Coca-Cola. Coca-Cola also can create events that give

information and educate people about Coca-Cola. Because there are so

many healthy issues relating with Coca-Cola, Coca-Cola can invite their

nutritional experts to explain directly to the people about the ingredients

whether it is dangerous or not for health.

71

This research may give the long-term information of Coca-Cola’s

consumers which may help Coca-Cola to develop their effective strategies.

5.2.2 Further Research

Since the variables that being used in this research only cover about 36%

and 42.5%, future researcher can come up with different variables that can

influence buying behavior of Coca-Cola, such as product quality & performance,

price, etc. Future researcher may also do similar research with added variables or

with different population that may have different background from this research.

72

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76

APPENDICES

77

Questionnaire

President University Kuesioner No:

Sehubungan dengan penyelesaian tugas akhir atau skripsi yang sedang saya lakukan,

penelitian ini bertujuan untuk mengetahui faktor yang mempengaruhi kebiasaan

membeli masyarakat terhadap sof drink (Coca Cola brand).

Semua Informasi dalam kuesioner ini bersifat rahasia dan hanya untuk kepentingan

akademis. Atas kesediaan dan kerjasamanya, saya ucapkan terima kasih.

I. Screening:

Saya pernah membeli dan mengkonsumsi Coca-Cola sebelumnya:

Ya Tidak (berhenti)

II. Identitas Responden:

1. Usia:

< 17 tahun 17 - 25 tahun 26 - 35 tahun 36 - 45 tahun

> 45 tahun

2. Jenis Kelamin: Pria Wanita

3. Frekuensi Membeli dan Konsumsi Coca-Cola:

Satu bulan sekali 2-3 kali seminggu 5-6 kali semingu

Satu minggu sekali 3-4 kali seminggu Setiap Hari

4. Pendidikan Terakhir:

SD SMP SMA Diploma S1 S2 S3

5. Pekerjaan:

Pelajar Pegawai swasta Pegawai Negri

Wiraswasta Profesional Ibu rumah tangga

Lain-lain____________(silahkan disebutkan)

6. Pemasukan/bulan:

≤ IRP 1,500,000,-

dari IRP 1,500,000,- sampai 2,500,000,- > IRP 6,000,000,-

dari IRP 2,600,000,- sampai 5,100,000,-

dari IRP 5,200,000,- sampai 6,000,000,-

78

III. Tata Cara Pengisian Kuesioner:

1. Pertanyaan dibawah ini adalah mengenai Coca Cola

2. Kuesioner ini mencakup 26 pernyataan dengan 5 tahap persetujuan:

STS (Sangat Tidak Setuju) TS (Tidak Setuju) N (Netral) S (Setuju) ST (Sangat Setuju)

3. Pilih satu dan hanya satu kotak pada tabel dan beri tanda di dalam kotak tersebut. Contoh:

IV. Kuesioner:

No. Budaya STS TS N S ST

1 Membeli dan mengkonsumsi Coca-Cola

sesuai dengan budaya saya


sesuai dengan adat/tradisi saya


sesuai dengan apa yang saya yakini/percaya


sesuai dengan nila-nilai priba saya


sesuai dengan kebiasaan saya

No. Sosial STS TS N S ST

6

Penerimaan dan persetujuan lingkungan

sekitar saya terhadap membeli dan

mengkonsumsi Coca-Cola adalah hal yang

paling penting bagi saya

7

Penerimaan dan persetujuan dari keluarga

saya terhadap membeli dan mengkonsumsi

Coca-Cola adalah hal yang paling penting

bagi saya

8

Penerimaan dan persetujuan dari kelompok

sosial (komunitas) saya terhadap membeli

dan mengkonsumsi Coca-Cola adalah hal

yang paling penting bagi saya

9

Penerimaan dan persetujuan dari masyarakat

sekitar saya terhadap membeli dan

mengkonsumsi Coca-Cola adalah hal yang

paling penting bagi saya

10 Saya membeli dan mengkonsumsi Coca-Cola

karena komentar dari teman-teman saya

79

No. Personal STS TS N S ST


sesuai dengan gaya hidup saya

12 Membeli dan mengkonsumsi Coca-Cola sesuai

dengan diri saya pribadi

13 Saya suka membeli dan mengkonsumsi Coca-

Cola karena saya tertarik dengan Coca-Cola

14

Saya membeli dan mengkonsumsi Coca-Cola

ketika saya merasa sesuai dengan aktifitas

saya

15


pada saat-saat tertentu sesuai dengan mood

saya

No. Psycho Graphical STS TS N S ST

16

Sebelum saya membeli Coca-Cola, saya

cenderung mencari informasi mengenai soft

drink tersebut seperti rasa, harga, penawaran

menarik dari berbagai sumber

17

Pengalaman saya membeli dan mengkonsumsi

Coca-Cola membuat saya ingin membeli dan

mengkonsumsi Coca-Cola kembali

18

Penting bagi saya untuk mengerti informasi

mengenai Coca-Cola seperti bahan baku dan

brand ketika saya membeli dan

mengkonsumsi Coca-Cola


karena dapat melepaskan rasa haus

20


karena saya merasa nyaman ketika membeli

dan mengkonsumsi Coca-Cola

No. Prilaku Membeli STS TS N S ST

21 Saya sering mengkonsumsi Coca-Cola

22 Saya membeli Coca-Cola untuk konsumsi

saya sendiri

23 Saya biasanya membeli dan mengkonsumsi

Coca-Cola dalam kelompok

24

Saya lebih memilih untuk membeli dan

mengkonsumsi Coca-Cola dibandingkan

dengan minuman lain


untuk memenuhi kebutuhan saya


karena keinginan saya semata

80

Questionnaire (English)

President University Questionnaires No:

In order to finish the final assignment or thesis, this research aim to find out the factor that

influence consumer buying behavior of soft drink (Coca Cola brand).

All of the information inside this questionnaire are confidential and for academic purposes

only. Thank you for the cooperation.

I. Screening:

I ever bought and consume Coca-Cola before:

Yes No (stop)

II. Respondent Identity:

7. Age:

< 17 years old 17 - 25 years old 26 - 35 years old 36-45 years old

> 45 years old

8. Gender: Male Female

9. The frequency of buy and consume soft drink

Once a month 2-3 times a week 5-6 times a week

Once a week 3-4 times a week Everyday

10. Last Education:

Primary School Elementary School High School Diploma S1

S2 S3

11. Occupation:

Student Private Employees Official Employees

Entrepreneur Professional Housewife

Other______________(please specify)

12. Income/month:

≤ IRP 1,500,000,- > IRP 6,000,000,-

from IRP 1,500,000,- until 2,500,000,-

from IRP 2,600,000,- until 5,100,000,-

from IRP 5,200,000,- until 6,000,000,-

81

III. How to fill this Questionnaire:

4. All of the statement below is about Coca Cola

5. There are 26 questions in this questionnaire with 5 level of agreement:

SD (Strongly Disagree) D (Disagree) N (Neutral) A (Agree) SA (Strongly

Angree)

6. Choose one and only one level of agreement and give () mark inside the box. Example:

IV. Questionnaire:

No. Culture STS TS N S ST

1

The most important thing for me is suitability

to my culture of Coca-Cola that I buy and

consume

2

The most important thing for me is suitability

to my custom of Coca-Cola that I buy and

consume

3

The most important thing for me is

suitability to my belief of Coca-Cola that I

buy and consume

4

The most important thing for me is

suitability to my values of Coca-Cola that I

buy and consume

5 Buying and consuming Coca-Cola already

become a habit for me.

No. Social STS TS N S ST

6

The most important thing for me is the

approval of my environment in buying and

consuming Coca-Cola

7

The most important thing for me is the

approval of my family in buying and

consuming Coca-Cola

8

The most important thing for me is approval

of my groups in buying and consuming

Coca-Cola

9 Buying and consuming Coca-Cola is already

accepted in my community

10 I buy and consume Coca-Cola because of the

comments from my friends

82

No. Personal STS TS N S ST

11 Buying and consuming Coca-Cola is suitable

with my lifestyle

12 Buying and consuming Coca-Cola is match

and suitable with myself

13 I enjoy buy and consuming Coca-Cola because

I’m interested with Coca-Cola

14 I buy and consume Coca-Cola when it’s

suitable with my activities

15 I buy and consume Coca-Cola in some

circumstances depend on my mood

No. Psycho Graphic STS TS N S ST

16

Before I buy Coca-Cola, I search for various

factor / information of soft drinks like taste,

price, promotional event, etc from various

sources

17

The experience of buying and consuming

Coca-Cola make me want to buy and consume

Coca-Cola again

18

When I consuming Coca-Cola, it is important

for me to understand the information such as

ingredients and brand from various sources

19 I buy and consume Coca-Cola because it

offers thirst release

20 I buy and consume Coca-Cola because it

offers convenience consumption

No. Buying Behavior STS TS N S ST

21 I often consume Coca-Cola

22 I buy Coca-Cola for my personal consumption

23 I usually buy and consume Coca-Cola in a

group

24 I prefer to buy and consume Coca-Cola rather

than the other beverage

25 I buy and consume Coca-Cola to satisfy needs

26 I buy and consume Coca-Cola because I want

it

83

Questionnaire Data for Validity & Reliability Test

Res

pon

det

C

L

T

1

C

L

T

2

C

L

T

3

C

L

T

4

C

L

T

5

S

C

L

1

S

C

L

2

S

C

L

3

S

C

L

4

S

C

L

5

P

E

R

1

P

E

R

2

P

E

R

3

P

E

R

4

P

E

R

5

P

Y

S

1

P

Y

S

2

P

Y

S

3

P

Y

S

4

P

Y

S

5

B

B

V

1

B

B

V

2

B

B

V

3

B

B

V

4

B

B

V

5

B

B

V

6

1 2 1 1 2 2 2 4 2 1 1 3 2 3 4 4 3 4 5 2 3 2 4 4 3 2 4

2 2 2 3 2 3 5 4 4 3 4 2 3 4 4 4 2 4 5 4 2 3 4 4 3 3 4

3 2 2 2 2 3 2 2 3 3 2 4 4 4 3 5 5 3 5 3 3 3 4 5 2 2 5

4 3 3 3 4 4 3 3 3 2 4 4 4 4 3 4 4 4 4 5 4 4 4 4 3 4 5

5 4 3 5 4 4 2 2 1 1 2 3 5 4 5 5 4 3 4 5 4 2 5 3 2 5 5

6 3 2 4 3 5 2 2 1 2 3 4 2 5 4 5 1 3 2 5 3 1 4 3 2 4 4

7 2 2 3 3 3 5 5 5 5 5 3 3 4 4 4 4 3 5 4 3 3 3 4 3 3 4

8 2 2 3 3 4 3 3 3 3 3 3 3 4 4 4 5 4 4 5 4 3 4 3 2 2 4

9 2 1 3 3 3 1 1 1 1 1 3 3 3 3 4 4 2 4 3 4 4 4 4 4 3 1

10 2 1 3 3 1 1 3 1 1 2 1 4 4 5 5 2 4 4 4 3 2 4 5 1 2 5

11 3 3 3 3 3 4 4 3 3 4 3 3 3 3 4 5 4 3 4 4 2 4 4 4 2 5

12 5 5 3 4 3 3 3 3 3 2 3 4 4 4 5 2 4 3 4 4 2 4 5 2 4 3

13 3 3 3 3 5 3 4 3 1 3 4 4 4 4 5 5 5 3 5 3 4 4 5 3 2 5

14 3 3 4 4 1 2 2 2 2 5 3 3 4 4 5 2 4 4 4 4 1 4 4 4 4 5

15 3 2 3 3 3 2 1 2 2 4 2 2 4 5 5 2 4 3 4 2 3 4 4 2 2 5

16 3 3 3 3 3 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4

17 3 3 4 4 4 2 1 1 1 4 3 2 4 5 5 3 3 3 3 3 2 4 5 3 4 4

18 1 1 1 1 2 2 2 2 2 2 2 2 3 3 5 4 4 5 2 3 2 3 4 4 2 4

19 2 2 2 2 2 2 2 2 2 3 2 2 2 2 2 3 4 2 2 2 2 4 4 3 2 2

20 1 1 1 1 2 2 1 1 1 1 2 2 4 2 4 4 5 3 2 2 2 3 4 3 2 5

21 4 4 4 4 5 4 2 2 2 3 4 5 4 4 5 3 4 4 4 3 2 4 3 3 4 4

22 2 2 3 4 3 2 4 4 2 4 4 4 2 2 4 5 4 5 2 3 2 2 4 1 2 4

23 3 2 3 3 4 3 4 4 4 3 3 3 4 4 4 4 4 3 4 3 3 4 4 2 3 4

24 2 2 3 3 3 3 1 1 2 3 3 3 3 4 4 3 3 2 3 3 2 3 4 3 2 3

25 1 1 1 1 1 3 3 3 4 2 1 1 1 1 3 4 1 4 1 1 1 3 1 1 1 4

26 3 3 3 3 3 2 2 2 2 3 3 2 3 3 4 2 3 3 3 3 3 3 4 3 3 4

27 3 3 4 4 4 3 3 3 3 4 3 4 3 4 4 3 3 4 4 4 2 3 3 3 4 4

28 3 3 2 1 3 3 4 3 2 3 3 2 3 4 4 3 3 3 2 3 3 3 4 4 2 2

29 2 2 3 3 2 2 3 3 3 3 3 3 3 3 3 3 3 2 2 3 4 3 3 4 2 2

30 2 3 3 2 2 2 2 2 3 3 2 2 3 4 3 3 3 3 2 3 2 3 3 3 2 2

84

Questionnaire Data for Overall Analysis

Res

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de

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Fr

eq

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nc

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d

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1 2 2 1 3 1 1 2 1 1 2 2 2 4 1 1 3 2 3 4 3 4 5 2 2 4 4 2 4

2 2 2 1 3 1 2 2 2 3 2 3 5 4 3 4 2 3 4 4 2 4 5 4 3 4 4 3 4

3 2 2 1 3 1 3 2 2 2 2 3 2 2 3 2 4 4 4 3 5 3 5 3 3 4 5 2 5

4 2 2 1 3 1 1 3 3 3 4 4 3 3 2 4 4 4 4 3 4 4 4 5 4 4 4 4 5

5 2 2 1 3 1 1 4 3 5 4 4 2 2 1 2 3 5 4 5 4 3 4 5 2 5 3 5 5

6 2 2 1 5 1 3 3 2 4 3 5 2 2 2 3 4 2 5 4 1 3 2 5 1 4 3 4 4

7 2 2 1 3 1 2 2 2 3 3 3 5 5 5 5 3 3 4 4 4 3 5 4 3 3 4 3 4

8 2 1 1 3 1 1 2 2 3 3 4 3 3 3 3 3 3 4 4 5 4 4 5 3 4 3 2 4

9 2 1 1 3 1 1 2 1 3 3 3 1 1 1 1 3 3 3 3 4 2 4 3 4 4 4 3 1

10 2 1 1 3 1 1 2 1 3 3 1 1 3 1 2 1 4 4 5 2 4 4 4 2 4 5 2 5

11 2 1 1 3 1 2 3 3 3 3 3 4 4 3 4 3 3 3 3 5 4 3 4 2 4 4 2 5

12 2 1 1 3 1 1 5 5 3 4 3 3 3 3 2 3 4 4 4 2 4 3 4 2 4 5 4 3

13 2 2 3 3 1 1 3 3 3 3 5 3 4 1 3 4 4 4 4 5 5 3 5 4 4 5 2 5

14 2 2 1 3 1 1 3 3 4 4 1 2 2 2 5 3 3 4 4 2 4 4 4 1 4 4 4 5

15 2 2 1 3 1 1 3 2 3 3 3 2 1 2 4 2 2 4 5 2 4 3 4 3 4 4 2 5

16 2 2 2 5 1 1 3 3 3 3 3 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4

17 2 2 1 3 1 2 3 3 4 4 4 2 1 1 4 3 2 4 5 3 3 3 3 2 4 5 4 4

18 2 1 1 3 1 2 1 1 1 1 2 2 2 2 2 2 2 3 3 4 4 5 2 2 3 4 2 4

85

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6

19 2 1 1 3 1 1 2 2 2 2 2 2 2 2 3 2 2 2 2 3 4 2 2 2 4 4 2 2

20 2 1 1 3 1 1 1 1 1 1 2 2 1 1 1 2 2 4 2 4 5 3 2 2 3 4 2 5

21 2 2 1 3 1 3 4 4 4 4 5 4 2 2 3 4 5 4 4 3 4 4 4 2 4 3 4 4

22 2 2 1 5 1 2 2 2 3 4 3 2 4 2 4 4 4 2 2 5 4 5 2 2 2 4 2 4

23 2 2 1 3 1 1 3 2 3 3 4 3 4 4 3 3 3 4 4 4 4 3 4 3 4 4 3 4

24 2 2 1 3 1 1 2 2 3 3 3 3 1 2 3 3 3 3 4 3 3 2 3 2 3 4 2 3

25 2 2 1 3 1 1 1 1 1 1 1 3 3 4 2 1 1 1 1 4 1 4 1 1 3 1 1 4

26 2 2 2 3 1 2 3 3 3 3 3 2 2 2 3 3 2 3 3 2 3 3 3 3 3 4 3 4

27 2 2 1 3 1 1 3 3 4 4 4 3 3 3 4 3 4 3 4 3 3 4 4 2 3 3 4 4

28 2 1 1 3 1 1 3 3 2 1 3 3 4 2 3 3 2 3 4 1 3 3 2 3 3 4 2 5

29 2 1 1 3 1 1 2 2 3 3 2 2 3 1 2 3 4 1 2 1 3 2 2 2 3 3 4 5

30 2 1 2 3 1 1 2 3 3 2 2 2 2 3 2 2 2 3 4 3 1 3 2 2 3 1 2 2

31 2 1 3 3 1 1 3 3 4 3 4 3 3 4 2 4 4 4 4 3 4 3 3 3 4 3 3 4

32 2 1 1 3 1 1 2 2 1 2 2 3 2 3 2 2 2 2 3 2 3 1 1 1 2 2 2 2

33 2 2 1 3 1 2 2 3 2 2 1 2 3 2 3 1 1 4 3 2 1 3 2 3 3 2 4 3

34 2 2 1 3 1 1 2 3 2 2 1 2 3 1 3 2 2 1 2 3 4 3 4 3 1 3 2 3

35 2 1 1 3 1 1 3 3 1 2 2 2 2 1 2 1 1 2 1 1 3 1 2 1 3 3 2 4

36 2 2 1 3 1 1 1 2 2 3 2 3 2 1 3 2 1 3 3 2 1 2 3 2 2 4 1 3

86

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6

37 2 1 1 3 1 1 2 3 2 1 2 2 3 2 2 3 4 2 4 1 2 4 2 1 3 3 2 5

38 2 2 1 3 1 1 2 2 3 1 1 3 2 3 2 3 2 3 3 3 3 2 3 2 3 3 4 3

39 2 2 1 3 1 1 3 2 3 2 2 2 3 2 3 2 1 2 4 1 1 2 3 2 1 3 3 4

40 2 1 1 5 1 1 2 2 2 1 1 2 3 3 1 2 2 1 2 3 3 3 2 3 3 1 2 3

41 2 1 2 3 1 1 3 3 3 3 4 2 4 3 4 4 4 3 3 4 3 4 3 2 4 3 4 4

42 2 1 1 3 1 1 2 2 1 2 2 3 1 2 3 3 2 2 2 3 1 3 2 3 3 2 3 5

43 2 2 1 3 1 1 2 1 2 2 2 3 3 2 1 3 4 2 3 2 3 4 2 2 3 3 1 3

44 2 2 1 3 1 2 1 1 2 3 1 2 2 2 1 2 1 3 3 4 2 4 1 3 1 3 3 4

45 2 2 1 3 1 1 2 2 1 3 2 2 3 1 2 4 1 2 4 2 3 3 1 2 3 4 2 5

46 2 2 1 3 1 1 2 2 1 2 2 3 2 1 2 2 2 3 3 3 1 1 2 1 2 3 3 5

47 2 2 2 3 1 1 3 3 2 2 3 1 3 2 3 1 3 1 4 1 4 3 3 2 3 3 4 5

48 2 2 1 3 1 1 2 1 2 2 2 1 2 1 2 2 1 2 2 3 3 4 2 4 2 4 2 4

49 2 2 1 3 1 1 2 1 2 2 2 2 2 2 2 2 4 2 3 2 2 3 2 3 2 4 2 3

50 2 2 1 3 1 1 2 2 1 1 1 2 3 2 3 3 2 1 4 3 3 4 1 4 3 3 4 3

51 2 2 1 3 1 1 1 2 1 2 2 2 4 3 3 1 3 3 2 2 3 3 2 3 1 2 1 5

52 2 2 1 5 1 3 1 2 1 1 2 3 3 1 2 2 1 2 3 3 2 1 2 3 2 3 3 4

53 2 2 4 3 1 1 4 4 4 3 3 4 4 4 4 3 3 4 5 3 4 4 3 4 4 3 3 4

54 2 1 4 3 1 1 5 4 4 4 4 4 3 4 3 4 4 4 3 3 3 4 3 3 3 4 3 4

55 2 1 2 3 1 2 5 1 3 4 3 1 1 3 1 3 2 1 4 3 3 3 4 3 2 1 1 1

56 3 1 3 5 2 3 3 4 4 2 3 4 4 3 2 4 4 3 3 3 3 4 5 4 4 4 2 3

87

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6

57 2 2 3 3 1 1 4 3 4 4 3 4 4 4 2 3 2 3 3 2 4 4 3 3 3 4 4 5

58 3 2 3 5 2 3 4 4 4 3 3 4 4 3 3 3 4 4 4 3 4 4 3 2 3 4 4 4

59 3 2 3 5 2 3 3 4 3 3 2 3 3 4 2 4 3 2 3 4 3 3 3 3 2 3 5 4

60 3 2 4 5 2 3 4 5 3 4 3 3 2 3 4 3 4 3 4 4 5 4 5 4 3 3 4 4

61 3 1 4 5 2 3 5 5 4 5 4 4 5 4 5 5 5 4 4 5 4 5 5 5 3 3 3 3

62 2 1 3 3 1 1 4 4 4 3 4 4 5 4 3 4 4 4 2 2 3 4 4 2 2 3 4 4

63 3 2 4 4 2 3 4 3 4 3 4 3 3 4 4 4 4 4 4 4 4 4 3 4 4 4 4 4

64 3 1 3 4 2 3 4 4 3 4 4 4 4 4 4 2 2 2 3 3 3 4 3 3 3 3 3 3

65 2 2 4 3 1 1 4 5 5 5 4 5 5 4 5 2 2 4 2 4 4 5 5 5 5 5 5 4

66 2 2 3 3 1 2 4 2 2 2 2 4 4 4 3 3 4 4 3 3 3 4 3 4 4 4 4 4

67 2 2 3 3 1 2 4 4 3 3 3 4 4 4 3 3 2 3 2 4 4 4 3 3 3 3 2 3

68 2 1 3 3 1 1 4 3 3 3 3 4 4 3 3 4 3 3 2 3 3 2 1 2 4 4 3 4

69 2 1 3 3 1 1 4 4 2 4 2 4 5 2 1 2 2 4 2 3 4 4 3 2 4 4 2 4

70 3 1 3 5 2 3 4 2 4 4 4 4 4 2 4 4 4 3 3 4 4 4 3 2 4 4 3 3

71 3 1 4 5 2 3 5 5 4 4 3 2 4 4 3 5 4 4 2 4 4 5 4 3 4 4 4 5

72 3 1 2 5 2 3 4 3 4 3 2 2 2 2 2 3 2 2 2 3 3 4 3 3 3 3 3 3

73 3 1 2 5 2 3 2 3 1 2 1 2 2 2 2 3 2 1 1 2 1 2 2 1 1 2 4 4

74 3 1 3 4 2 3 4 3 4 5 3 3 5 3 3 3 3 3 2 3 4 4 4 4 4 4 3 4

88

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6

75 3 1 3 4 2 3 4 3 4 4 3 4 4 4 1 3 4 3 4 3 3 3 1 2 3 3 3 4

76 3 1 3 4 2 3 3 4 3 4 3 3 3 3 4 3 3 3 4 4 4 4 2 3 4 4 3 3

77 3 1 4 4 2 3 5 4 3 4 4 4 4 4 3 4 4 4 3 4 4 4 4 4 4 4 4 4

78 3 2 4 5 2 3 4 4 4 4 5 4 4 4 5 4 4 4 4 4 3 4 3 4 4 3 4 4

79 2 2 3 3 1 1 4 4 3 4 4 4 4 3 2 4 3 3 4 2 4 4 2 2 3 3 3 4

80 2 2 3 3 1 1 5 5 4 4 3 2 2 1 3 3 3 2 3 4 3 4 3 3 4 4 3 3

81 2 2 3 3 1 1 4 3 4 4 4 2 2 4 4 4 3 4 4 4 4 4 2 3 4 4 3 4

82 2 2 3 3 1 1 4 3 3 4 4 4 3 3 3 3 3 3 3 3 3 4 3 3 4 4 3 4

83 2 1 3 3 1 1 4 3 4 5 1 2 3 3 4 4 4 3 5 4 3 4 4 1 2 3 2 3

84 2 1 3 3 1 1 4 4 4 3 4 4 4 3 2 2 3 3 4 3 4 3 3 3 3 4 4 4

85 3 1 3 4 2 3 4 4 3 4 4 2 2 4 4 4 4 4 4 3 3 4 2 2 4 4 4 4

86 3 2 4 4 2 3 5 4 4 4 3 4 3 4 3 4 3 3 3 4 4 3 2 4 3 3 4 4

87 3 1 4 4 2 3 3 4 4 4 3 4 4 4 4 4 3 3 3 4 4 4 4 4 3 4 3 4

88 2 2 3 3 1 1 4 4 4 3 3 4 4 3 3 3 4 4 3 3 3 3 3 4 3 4 2 3

89 2 1 3 3 1 2 4 4 4 3 3 4 4 4 3 4 2 4 2 4 4 3 4 3 4 4 4 3

90 3 1 4 5 2 3 5 4 4 5 5 4 5 5 4 5 5 4 4 4 3 4 3 3 3 4 3 4

91 3 2 3 5 2 3 3 4 2 4 2 4 3 2 4 2 2 4 2 2 3 4 2 4 4 4 5 3

92 2 2 3 3 1 1 4 3 4 3 3 4 4 3 3 3 4 3 4 2 3 4 3 4 3 3 4 3

93 3 1 4 4 2 3 5 4 5 4 4 5 5 4 2 4 4 2 4 2 3 4 3 4 3 4 3 4

94 2 1 4 3 1 1 4 5 4 5 4 4 5 5 5 3 4 5 3 5 5 5 5 5 5 5 4 4

89

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6

95 2 1 4 3 1 1 3 4 4 4 3 4 4 4 2 3 4 4 4 4 4 4 4 2 4 4 4 4

96 3 1 3 5 2 3 5 5 2 1 1 5 4 4 4 4 4 4 4 2 4 5 1 4 4 4 4 3

97 2 1 3 3 1 2 3 3 3 3 3 4 4 3 3 4 4 4 4 3 3 2 2 4 3 4 3 3

98 3 2 4 4 2 3 4 4 3 3 2 3 4 5 2 5 4 5 4 3 4 2 4 3 3 4 3 4

99 3 1 3 4 2 3 2 2 2 2 3 3 3 3 4 2 2 4 4 3 4 3 2 3 2 4 2 4

100 2 2 2 3 1 1 3 2 2 2 3 4 4 2 2 2 3 3 3 4 3 3 4 2 2 2 2 3

101 2 2 4 3 1 1 4 3 4 4 4 4 4 4 3 5 3 4 5 3 3 2 3 5 4 3 4 4

102 2 2 3 3 1 1 4 3 3 3 2 2 2 3 3 4 4 4 4 3 4 4 4 4 4 3 3 4

103 2 1 1 5 1 1 2 2 2 2 1 2 2 1 2 2 2 2 2 3 1 5 3 1 3 2 1 3

104 2 2 1 3 1 2 3 3 4 4 4 3 3 4 4 4 4 4 4 5 4 4 4 3 5 5 4 4

105 2 1 2 5 1 1 1 1 2 1 1 1 3 3 2 1 1 1 1 1 2 5 3 1 3 3 1 4

106 2 1 3 3 1 1 3 3 4 4 3 3 3 3 3 4 4 5 5 4 4 3 5 4 4 5 4 3

107 2 2 1 3 1 1 2 2 3 2 4 3 4 2 3 2 2 2 4 2 3 4 4 1 4 2 3 4

108 2 2 1 3 1 1 2 2 3 2 4 2 4 1 1 2 4 4 4 2 3 4 2 2 4 2 2 4

109 2 2 1 5 1 3 3 3 3 3 2 2 3 3 2 2 2 4 5 3 3 3 3 3 4 4 3 4

110 3 1 2 6 4 3 3 4 2 3 4 1 4 4 3 2 2 1 1 1 3 2 1 4 2 5 2 3

111 3 1 2 6 4 4 1 2 1 2 4 1 4 4 4 4 2 2 2 1 1 2 4 2 2 4 1 4

112 3 1 2 6 5 5 3 2 3 2 3 1 3 4 3 2 2 1 4 3 2 3 4 1 1 4 3 5

113 3 1 2 5 2 3 4 2 2 2 3 4 1 3 3 2 2 1 2 2 3 4 2 3 1 4 3 4

114 3 2 1 5 2 3 3 5 3 2 3 1 1 4 1 1 2 2 1 1 1 4 3 3 3 3 2 3

90

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115 3 2 3 5 2 3 2 3 3 3 4 3 2 4 4 3 3 2 2 3 3 4 3 4 2 2 4 4

116 2 2 2 3 1 2 1 3 3 3 3 4 1 3 3 3 1 1 3 1 3 1 3 3 2 3 4 4

117 2 2 3 3 1 1 4 4 2 3 4 2 1 4 4 2 2 2 3 3 3 2 5 4 3 3 2 5

118 2 1 2 5 1 1 3 3 4 4 2 3 4 2 1 2 1 1 2 1 1 1 3 5 3 3 3 5

119 3 2 3 5 2 3 4 4 3 4 3 4 3 3 3 2 4 3 4 4 4 4 4 2 4 1 4 5

120 3 2 2 6 4 4 4 4 4 2 3 2 1 5 4 4 3 1 3 2 2 1 5 4 1 1 4 3

121 3 1 2 6 4 4 1 2 3 2 4 2 5 5 5 5 1 3 2 2 1 1 5 3 4 2 3 2

122 3 1 2 5 2 3 3 2 4 3 4 1 3 3 3 3 1 3 1 1 1 3 3 3 2 2 2 3

123 2 1 3 5 1 3 1 4 3 2 4 3 3 4 4 2 3 4 3 2 1 5 4 1 3 2 4 4

124 2 1 1 5 1 1 1 1 2 3 3 1 3 3 3 3 1 1 1 1 1 1 3 3 3 3 3 5

125 2 2 2 5 1 1 2 1 2 2 3 1 3 3 3 3 3 3 3 2 2 3 3 3 3 3 2 4

126 3 2 3 6 2 4 2 4 3 4 4 4 1 4 4 4 3 4 2 1 2 2 4 4 2 2 4 5

127 3 2 2 6 2 4 1 2 1 2 5 2 2 5 3 3 1 2 3 2 1 1 4 4 2 2 3 4

128 3 1 2 6 2 4 4 4 2 3 4 1 2 5 3 4 3 3 4 1 2 1 3 3 1 2 2 4

129 3 2 3 5 2 4 4 4 4 5 5 1 1 5 5 5 1 3 2 3 3 1 5 4 2 1 1 3

130 3 2 2 5 2 3 5 2 1 2 5 1 1 4 2 1 1 1 3 2 3 1 5 3 4 4 4 4

131 3 2 2 5 2 3 2 2 2 3 3 2 2 4 3 3 2 3 4 2 3 2 3 3 3 3 3 4

132 2 2 2 5 1 1 5 2 1 1 3 1 1 4 2 4 1 1 3 3 3 1 4 3 3 5 2 5

133 2 1 3 5 1 1 4 3 2 2 4 3 3 4 3 4 2 3 2 3 4 1 4 4 3 4 4 3

134 2 1 2 3 1 1 4 3 3 3 2 2 1 5 3 2 1 3 3 1 1 3 2 3 4 2 3 4

91

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6

135 2 2 3 3 1 2 4 4 2 4 3 2 5 4 4 4 4 3 2 2 3 2 4 3 3 3 4 3

136 3 2 1 5 2 4 4 2 2 3 3 1 1 4 3 3 2 3 2 2 3 3 4 1 1 1 2 4

137 3 2 3 6 4 3 3 3 4 4 5 1 5 5 2 4 3 3 2 3 1 3 5 4 2 1 3 2

138 3 1 2 6 5 4 2 1 1 3 4 1 1 5 1 5 1 4 3 2 3 3 4 4 3 3 4 3

139 3 1 2 5 4 4 3 4 4 5 3 1 4 5 4 5 3 3 1 2 2 1 3 4 2 2 1 4

140 3 2 3 4 2 4 4 3 4 3 3 3 1 1 2 3 4 3 4 4 4 3 2 1 5 5 3 5

141 3 2 2 4 2 4 2 2 4 4 2 3 1 4 4 3 3 4 3 3 2 1 3 1 3 1 1 1

142 3 2 3 5 2 5 2 2 3 3 3 3 3 4 4 3 3 3 2 3 3 4 4 3 4 4 3 2

143 3 2 1 5 2 5 2 2 2 3 2 3 2 2 2 3 3 3 2 4 5 2 2 1 5 5 2 1

144 3 1 2 5 2 4 5 2 2 1 2 3 1 3 4 3 3 3 2 3 3 4 4 3 4 4 3 2

145 2 1 2 5 2 1 3 3 3 4 3 2 3 3 3 2 2 2 3 2 3 2 3 4 3 3 2 2

146 2 1 1 5 2 1 3 3 1 3 1 1 1 3 1 3 3 3 1 3 1 1 1 1 1 3 1 1

147 2 1 2 5 2 1 4 3 3 4 2 2 3 5 3 4 4 5 2 1 3 2 2 2 3 1 2 2

148 3 2 0 6 5 5 3 4 3 1 1 1 1 3 5 1 1 1 3 2 4 3 3 1 4 1 1 1

149 2 2 3 3 1 2 4 4 3 3 4 3 4 4 4 3 3 3 3 3 4 3 2 3 4 4 3 3

150 3 2 3 5 2 2 4 2 2 4 3 1 2 5 5 4 3 3 3 2 4 2 2 4 4 4 3 4

151 2 2 3 3 1 1 2 2 3 5 1 3 2 5 5 2 3 5 2 4 5 2 3 1 4 5 2 2

152 2 1 1 4 1 2 2 3 2 3 1 3 1 3 1 2 2 1 2 2 2 3 1 2 1 2 3 3

153 2 1 2 4 1 2 4 2 3 4 3 4 2 4 2 2 1 3 3 2 5 1 1 1 5 5 3 4

154 2 1 0 4 1 2 1 3 1 3 1 1 1 3 1 3 2 2 3 2 3 2 2 1 4 5 4 3

92

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6

155 3 1 0 5 2 3 1 2 3 3 3 3 2 3 3 3 3 3 3 3 4 4 2 2 1 1 2 2

156 3 1 3 5 2 4 4 4 1 4 3 4 1 4 4 4 3 3 2 2 3 2 3 4 3 4 4 4

157 3 2 1 6 4 4 2 2 2 3 1 2 2 4 4 4 4 4 2 2 3 3 3 1 3 3 3 3

158 2 2 3 5 1 1 4 3 2 3 3 3 1 3 1 4 4 3 4 3 4 2 3 4 5 5 3 2

159 2 2 4 4 1 2 4 5 4 5 1 3 3 5 4 3 4 4 4 3 4 3 4 3 4 3 4 3

160 2 2 2 4 1 1 2 2 1 2 1 1 2 5 3 3 2 2 4 4 4 3 2 4 5 4 3 3

161 3 1 1 6 4 3 2 3 3 3 2 3 2 3 2 3 3 2 4 4 4 3 3 2 4 1 1 1

162 3 1 0 6 4 3 2 1 1 2 1 1 3 4 2 3 2 3 2 4 3 2 3 3 2 1 1 2

163 3 1 3 6 5 4 3 2 3 3 2 3 3 4 4 3 3 4 3 4 3 4 4 3 4 3 3 4

164 2 1 2 4 1 1 3 3 2 3 1 3 1 2 4 2 2 2 3 4 4 3 5 3 4 4 4 3

165 2 2 3 4 1 1 4 4 3 4 4 3 2 4 4 3 3 3 3 3 3 3 3 2 3 3 3 3

166 3 2 2 5 2 4 2 3 2 3 2 3 2 4 1 3 2 3 2 4 4 2 2 2 4 2 4 4

167 3 2 3 6 2 4 3 4 5 2 3 3 3 5 5 5 1 4 2 3 3 2 2 1 3 3 2 2

168 3 2 2 6 2 4 1 3 3 1 1 4 2 4 2 3 3 4 4 3 4 3 4 2 3 4 3 2

169 3 1 1 5 2 3 4 5 4 4 3 3 2 3 1 1 1 2 2 3 2 1 1 1 4 1 3 2

170 3 1 3 5 2 3 4 2 4 4 2 2 2 5 5 3 3 5 4 3 4 3 2 2 4 4 1 2

171 3 1 1 6 2 3 3 1 1 1 1 1 2 3 1 1 1 1 4 4 5 3 3 1 5 5 3 3

172 3 2 2 6 4 4 2 3 3 3 4 4 2 4 4 4 3 2 2 4 4 3 2 2 4 1 4 4

173 3 2 2 6 4 4 2 4 4 5 2 2 1 5 5 4 2 1 4 3 2 2 2 2 4 2 4 3

174 3 2 2 6 4 4 2 3 3 3 4 4 2 4 4 4 3 2 1 2 3 1 3 3 3 3 2 3

93

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6

175 3 1 1 6 2 3 3 2 2 3 2 3 1 3 3 1 2 2 3 2 3 1 3 3 2 1 2 2

176 3 1 1 6 2 3 1 3 3 1 1 1 1 1 3 3 1 1 3 3 3 3 3 1 4 4 3 3

177 3 1 1 6 2 3 2 2 1 3 2 2 1 3 1 2 2 2 3 2 2 2 3 1 2 1 3 2

178 3 2 1 6 4 4 3 3 2 4 3 3 2 4 1 3 1 1 2 3 1 1 3 2 5 3 2 2

179 3 1 2 6 2 3 3 2 3 4 3 2 1 4 4 3 3 3 4 3 4 4 3 3 5 5 3 2

180 3 2 1 5 2 3 3 3 2 4 2 2 2 4 4 4 3 4 2 2 2 1 3 2 3 1 1 1

181 3 2 2 5 2 3 2 2 4 5 2 3 3 4 5 2 2 2 3 3 4 2 2 4 4 4 3 4

182 3 1 2 5 2 3 2 3 2 2 3 1 3 1 2 2 3 3 2 2 5 5 2 4 4 5 2 2

183 3 1 2 5 2 3 3 2 2 5 1 1 1 5 5 5 3 4 3 2 4 2 2 3 4 4 3 4

184 3 1 2 5 2 3 3 4 2 3 2 2 1 4 5 4 4 3 3 2 2 2 3 3 2 2 2 2

185 3 2 2 5 2 3 3 4 3 4 4 2 2 1 1 2 2 2 4 2 2 3 4 3 4 4 2 3

186 3 2 2 5 2 3 2 3 2 3 2 3 1 3 3 3 3 3 3 2 4 1 3 2 3 4 3 4

187 3 2 1 5 2 3 2 3 2 3 3 3 1 3 3 3 3 3 2 2 4 1 2 2 3 4 3 3

188 3 1 2 6 5 5 4 3 3 4 2 3 3 5 5 5 3 2 3 1 3 1 1 3 3 3 2 2

189 3 1 2 6 5 5 4 3 3 4 3 4 2 4 3 3 4 3 3 5 5 2 3 1 5 1 3 5

190 3 2 2 6 4 4 4 4 4 4 3 2 3 5 4 3 3 3 2 3 2 2 2 4 4 3 4 4

191 3 2 0 5 4 4 4 4 4 4 3 3 2 4 1 1 1 1 2 3 2 4 1 2 4 4 3 1

192 3 1 0 6 4 4 2 3 4 3 2 3 3 2 1 2 1 2 4 3 4 4 1 3 3 3 3 1

193 3 1 2 6 2 3 3 3 4 3 4 4 3 4 3 4 3 4 4 4 3 3 1 3 5 4 1 1

194 3 2 2 6 2 3 3 4 4 4 3 5 2 4 4 3 4 3 5 4 4 2 1 2 4 4 3 2

94

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6

195 3 2 1 5 2 3 3 2 3 3 3 3 2 3 3 3 3 3 3 2 1 3 2 2 3 1 3 3

196 3 1 2 5 2 3 2 3 4 4 2 2 2 4 2 4 4 4 3 3 4 3 3 3 4 4 3 2

197 3 1 1 5 2 3 2 2 3 3 2 2 1 3 3 2 2 2 2 2 3 3 2 4 3 5 2 2

198 3 2 2 6 2 3 4 3 3 4 3 4 3 3 4 3 3 2 3 3 4 2 2 4 3 5 3 2

199 3 2 2 4 2 3 2 4 3 2 1 1 3 4 1 3 3 2 2 3 4 3 5 1 4 2 3 4

200 3 2 2 4 2 3 4 3 3 4 3 2 2 4 4 1 1 2 3 3 3 2 3 2 1 2 4 5

201 3 2 2 4 2 3 4 4 4 5 3 3 2 5 5 4 3 3 4 4 4 2 2 1 5 3 5 2

202 3 1 0 6 2 3 2 2 4 4 3 2 4 4 1 4 4 4 3 1 1 1 1 1 3 1 1 3

203 3 1 2 6 2 3 4 4 3 2 2 2 3 4 2 4 4 3 2 3 3 4 4 3 4 4 2 4

204 3 2 1 5 2 3 1 2 2 3 1 3 2 3 3 2 2 3 2 4 5 2 2 1 5 4 1 3

205 3 1 1 5 2 3 3 2 2 3 1 3 1 2 1 3 2 2 2 3 3 4 4 3 4 4 2 3

206 3 1 2 5 2 3 3 3 3 3 3 3 2 4 4 3 3 3 3 2 3 2 3 4 3 1 2 2

207 3 1 1 5 2 3 3 3 2 2 2 3 4 2 1 3 3 2 1 3 1 1 1 1 1 3 1 3

208 3 2 0 5 2 3 2 1 3 1 1 3 1 5 3 3 2 2 2 1 3 2 2 2 3 2 2 2

209 3 2 2 5 2 3 4 3 3 4 4 3 1 5 5 3 3 2 3 2 4 3 3 1 4 3 1 2

210 3 2 0 6 2 3 2 1 2 2 1 3 1 3 1 1 1 1 3 3 4 3 2 3 4 3 3 2

211 3 2 2 6 2 3 3 3 3 4 2 2 2 4 4 4 3 4 3 2 4 2 2 4 4 4 4 1

212 3 2 2 6 2 3 2 2 2 5 5 2 2 4 5 2 2 2 2 4 5 2 3 1 4 2 2 4

213 3 2 1 4 2 3 3 2 2 4 2 2 1 4 4 3 3 4 2 2 2 3 1 2 1 2 3 2

214 3 2 1 4 2 3 3 3 2 2 2 3 2 2 2 3 2 2 3 2 5 1 1 1 5 5 4 4

95

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6

215 2 1 2 5 1 2 4 5 2 2 3 4 3 4 4 2 2 3 3 2 3 2 2 1 4 4 3 2

216 2 1 1 5 1 2 3 1 2 4 1 3 1 3 4 2 3 4 3 3 4 4 2 2 1 2 2 3

217 2 1 1 5 1 2 2 3 2 4 1 2 1 3 4 2 3 3 2 2 3 2 3 1 3 3 3 4

218 2 1 1 5 1 2 3 1 1 3 1 1 1 3 3 3 2 2 2 2 3 3 3 1 3 3 3 3

219 2 1 2 5 1 2 3 4 5 5 2 3 3 5 1 4 3 5 4 3 4 2 3 4 5 5 2 2

220 2 1 1 5 1 1 2 2 3 2 2 2 1 1 1 1 1 1 4 3 4 3 4 3 4 3 3 5

221 2 2 2 5 1 1 2 3 3 2 4 1 2 4 4 2 3 1 4 4 4 3 2 4 5 3 3 1

222 2 1 1 5 1 2 4 2 3 4 4 1 2 3 3 1 3 1 4 4 4 3 3 2 4 1 1 1

223 2 2 1 5 1 2 4 4 4 3 3 1 2 5 4 1 1 1 2 4 3 2 3 3 2 2 2 1

224 3 1 2 6 2 3 5 3 4 4 2 1 2 4 4 2 3 2 3 4 3 4 4 3 4 4 4 1

225 3 2 2 6 2 3 3 2 2 1 3 2 3 3 1 3 3 3 3 4 4 3 5 3 4 3 3 2

226 3 1 1 5 2 4 3 3 3 4 3 3 3 4 4 3 3 2 3 3 3 3 3 2 3 3 3 3

227 3 2 2 6 2 4 2 3 2 3 3 2 2 3 5 3 2 2 2 4 4 2 2 2 4 4 4 2

228 3 1 1 6 2 4 3 3 3 4 2 2 4 3 5 2 3 2 2 3 3 2 2 1 3 2 2 2

229 2 2 2 5 1 2 2 3 3 4 3 5 3 4 2 2 3 4 4 3 4 3 4 2 3 3 2 2

230 2 2 2 5 1 3 3 2 2 1 3 5 3 5 3 3 3 5 2 3 2 1 1 1 4 3 2 4

231 4 2 1 6 2 5 4 2 3 2 2 2 3 2 2 2 2 1 2 2 1 3 4 3 4 3 3 4

232 4 2 0 6 2 5 3 1 2 1 1 3 4 4 1 4 4 3 4 4 1 2 3 3 2 2 1 3

233 2 1 2 5 1 2 4 2 3 2 1 3 4 2 2 3 4 4 4 4 3 4 3 2 3 3 3 3

234 2 2 2 5 1 2 4 2 3 4 2 2 3 2 2 2 3 4 3 3 4 4 3 1 2 2 3 3

96

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6

235 2 1 2 5 1 3 4 2 3 3 4 4 3 2 4 4 3 2 4 4 2 3 3 2 2 4 4 5

236 3 1 2 5 2 4 4 1 2 3 4 4 4 3 5 4 4 2 2 4 4 2 2 2 3 2 3 4

237 3 1 2 5 2 3 3 2 3 2 2 3 4 1 2 4 4 5 3 4 3 3 3 4 4 2 2 5

238 4 2 1 6 4 5 1 2 2 3 1 1 2 3 3 2 1 3 3 4 4 1 2 1 2 2 3 4

239 2 1 2 5 1 1 4 4 4 4 2 3 4 2 1 4 4 4 3 4 4 3 3 4 4 4 4 3

240 2 2 2 5 1 2 1 2 3 3 3 5 1 2 2 2 1 1 5 3 2 4 5 2 3 4 2 4

241 4 1 0 6 4 5 1 1 2 2 2 2 2 4 3 2 3 1 1 1 1 1 2 1 2 3 2 5

242 4 2 1 6 4 5 2 2 2 2 4 2 1 2 3 2 4 4 4 1 1 1 4 2 4 4 4 4

243 3 2 2 5 2 3 2 2 1 4 1 4 4 4 4 1 1 4 5 4 2 4 2 4 4 2 2 4

244 3 1 2 6 2 4 1 4 2 2 4 3 4 5 2 4 3 2 4 1 1 4 4 4 2 4 1 1

245 3 2 2 6 2 5 3 2 3 1 3 4 2 4 5 4 1 4 2 3 4 3 4 2 2 1 4 1

246 4 2 1 5 2 4 2 2 1 2 4 4 4 1 2 2 1 4 3 1 2 4 5 4 4 4 1 2

247 2 1 2 5 1 2 4 1 1 3 2 4 4 4 5 3 4 1 1 4 1 2 2 4 4 2 4 3

248 3 1 2 5 2 3 1 3 2 4 4 1 2 4 5 4 3 2 2 1 4 4 1 3 3 4 1 4

249 4 2 1 6 2 4 3 1 1 2 2 3 4 2 4 2 1 1 5 4 1 1 3 2 2 2 4 4

250 3 2 2 5 2 3 2 2 4 4 4 4 2 4 5 3 4 2 4 2 3 2 4 4 2 2 4 5

251 2 2 2 5 1 2 2 2 1 2 2 2 4 4 5 4 3 4 5 3 1 2 2 4 4 3 2 5

252 4 2 1 6 4 5 2 2 2 1 1 4 4 1 5 4 4 1 2 2 4 2 4 3 2 2 1 4

253 2 2 2 5 1 2 4 4 2 2 4 4 4 2 4 2 2 1 4 2 4 4 4 4 4 4 4 4

254 2 2 2 5 1 1 3 2 4 4 2 4 1 4 2 4 2 2 4 4 2 4 2 4 2 4 2 5

97

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6

255 3 1 2 5 2 3 2 4 2 2 3 1 5 4 3 1 4 4 5 3 4 2 2 2 2 2 1 4

256 4 1 1 6 2 4 4 2 3 2 1 3 4 4 5 3 4 2 5 4 4 1 4 3 3 4 2 3

257 3 1 2 5 1 3 2 3 2 4 2 2 5 4 2 4 4 4 5 1 1 2 2 1 1 2 1 5

258 4 2 0 6 4 5 3 2 1 2 4 4 2 1 3 1 1 2 2 2 4 4 3 2 4 4 2 2

259 3 1 2 5 2 3 1 1 4 3 2 4 2 3 4 2 3 4 4 1 4 3 2 1 2 2 3 4

260 3 2 2 5 2 3 2 4 2 2 4 2 3 4 2 4 4 3 3 2 1 2 4 1 2 1 1 5

261 3 1 2 5 2 3 4 2 2 2 2 4 5 4 2 2 1 4 5 2 4 2 1 4 1 2 2 4

262 3 2 2 5 2 3 2 2 3 3 2 1 4 4 3 1 2 2 4 4 4 1 5 1 4 4 1 2

263 4 2 1 6 2 4 2 4 1 2 4 4 2 2 2 4 1 2 1 2 2 2 4 1 1 2 2 5

264 3 1 2 5 2 3 3 2 2 4 2 2 4 1 4 4 4 1 4 3 4 4 5 4 3 3 1 5

265 3 2 2 5 2 3 2 4 4 2 2 2 5 3 4 3 4 2 4 4 4 2 4 2 4 2 1 4

266 2 1 2 3 1 1 4 2 1 4 4 3 1 4 2 4 2 4 2 2 2 2 4 2 1 4 1 5

267 4 1 0 6 2 5 2 4 4 1 2 2 3 2 4 2 4 2 2 1 1 2 2 2 2 4 2 3

268 2 1 2 3 1 2 2 2 1 1 2 5 2 5 2 4 2 3 1 2 4 4 4 4 4 2 4 4

269 2 2 2 3 1 2 4 1 2 2 4 4 1 4 4 2 4 4 4 2 2 2 2 4 4 4 1 4

270 3 2 2 5 2 3 2 2 4 3 2 2 4 1 2 1 4 4 4 4 3 4 5 2 1 2 1 5

271 3 2 2 5 2 4 4 3 4 2 4 4 3 5 2 4 2 2 2 4 4 4 2 1 3 2 1 2

272 4 1 0 6 2 4 2 2 1 2 2 1 2 4 4 1 1 4 4 1 2 1 1 4 4 4 1 5

273 2 1 2 3 1 3 4 2 4 2 4 2 4 4 3 4 4 1 4 2 4 2 4 2 4 2 1 4

274 2 2 2 3 1 2 2 4 1 4 2 4 2 2 2 4 2 2 5 4 2 1 5 4 4 4 2 5

98

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6

275 2 2 2 3 1 2 2 2 4 2 3 2 4 1 1 3 4 4 2 4 4 4 4 2 4 2 2 4

276 2 2 2 3 1 1 3 2 1 2 2 3 4 4 4 4 1 2 4 2 1 2 4 4 2 4 1 4

277 3 1 2 5 2 3 2 3 3 3 3 1 1 2 3 5 4 2 3 2 2 3 5 1 3 5 3 3

278 4 2 0 6 2 5 1 1 2 2 3 3 4 5 5 1 1 2 2 3 4 4 5 1 1 2 2 3

279 2 1 2 5 1 1 2 5 3 4 4 1 1 3 3 4 2 3 1 1 2 4 2 2 5 3 2 5

280 2 1 2 3 1 1 1 2 3 4 5 3 1 3 2 5 4 3 1 4 3 2 1 2 4 5 3 5

281 2 2 3 3 1 2 4 4 4 4 4 4 3 4 4 4 4 5 5 5 4 5 4 1 4 5 3 3

282 3 2 2 5 2 3 2 2 3 2 1 4 5 2 1 3 2 3 4 1 3 5 4 2 3 3 1 4

283 4 2 1 6 2 4 1 2 2 1 3 3 2 1 3 3 2 3 3 3 2 2 3 2 3 3 3 3

284 2 1 2 3 1 2 4 3 3 2 2 2 2 2 2 3 4 3 3 3 3 2 2 2 2 2 4 5

285 2 1 2 3 1 1 1 2 2 3 1 2 4 1 1 3 4 3 3 3 4 4 4 3 3 4 4 4

286 2 2 2 3 1 1 2 2 3 2 1 3 2 2 3 3 3 2 2 3 4 4 4 2 2 3 5 4

287 3 1 2 5 2 3 4 1 3 4 1 1 3 1 1 3 4 3 3 4 5 4 3 3 1 2 4 5

288 3 2 2 5 2 3 5 1 5 5 1 2 3 1 1 3 5 3 2 3 5 2 5 2 3 4 4 5

289 2 2 2 3 1 1 2 4 3 3 2 2 2 2 3 1 1 2 2 4 4 2 4 2 4 4 3 5

290 4 1 1 6 2 4 2 2 1 1 1 4 4 4 4 2 2 1 1 2 4 2 2 2 2 4 4 5

291 2 1 3 3 1 2 3 2 3 2 2 2 3 2 3 2 3 3 2 2 3 2 3 2 3 3 3 2

292 2 1 2 3 1 1 3 3 3 3 4 3 4 4 3 3 4 3 4 4 3 3 3 3 3 4 3 4

293 2 2 1 3 1 2 3 3 3 3 4 3 3 3 5 3 3 1 4 5 3 3 2 3 3 4 2 3

294 2 2 3 3 1 1 1 1 1 1 2 2 1 1 2 2 2 3 3 2 3 2 4 2 4 4 2 4

99

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6

295 1 1 3 3 1 1 3 3 3 2 2 2 2 4 2 2 2 3 2 1 3 2 2 1 4 4 2 3

296 2 2 1 3 1 1 3 3 3 3 3 2 3 3 2 3 3 2 3 4 2 5 2 2 2 3 2 2

297 2 2 1 3 1 1 1 1 5 5 5 2 2 2 1 5 5 1 2 2 1 2 1 1 3 1 1 5

298 2 2 1 3 1 1 2 2 2 2 4 2 4 2 2 2 2 2 2 4 2 4 3 2 4 4 3 4

299 2 2 1 3 1 2 3 3 2 2 4 2 3 4 4 4 4 4 5 4 5 5 4 4 4 5 4 4

300 2 1 2 3 1 1 3 3 4 3 3 3 4 3 2 4 4 3 4 2 4 2 4 3 3 1 1 2

301 2 1 1 3 1 1 1 1 1 1 2 3 3 3 1 1 1 1 1 4 1 5 1 1 3 1 1 1

302 2 2 1 3 1 1 3 2 2 2 3 4 4 3 4 3 2 2 3 3 2 3 4 2 2 4 2 2

303 2 2 1 3 1 1 3 2 4 3 2 2 2 2 3 1 4 1 3 2 3 3 3 1 3 3 3 2

304 2 1 1 3 1 1 2 2 3 1 2 2 2 2 3 2 2 3 3 3 3 3 3 3 2 3 3 3

305 2 1 1 3 1 1 2 1 1 3 3 2 3 3 3 3 3 4 4 1 3 3 1 2 5 3 3 5

306 2 1 1 3 1 1 3 3 3 3 4 2 2 2 4 3 3 4 4 4 4 4 2 2 4 4 3 4

307 2 2 1 3 1 2 3 3 3 3 3 2 2 2 2 3 4 4 4 4 4 3 4 3 4 4 4 4

308 2 2 3 3 1 2 3 3 2 3 3 3 3 4 1 5 3 5 3 1 5 3 5 5 5 3 2 4

309 2 2 1 3 1 2 3 3 3 3 4 3 2 3 3 3 3 2 4 3 3 3 5 3 3 5 3 3

310 3 2 1 5 1 3 3 1 3 2 2 2 1 4 2 3 2 2 4 2 1 3 4 2 4 4 1 2

311 3 1 1 3 2 1 2 2 2 2 2 3 2 1 4 2 1 5 4 2 3 2 3 3 2 2 2 4

312 3 2 2 7 0 4 1 2 2 1 1 1 5 4 5 2 2 4 2 3 2 2 4 1 4 4 3 5

313 4 1 0 3 2 1 1 3 2 2 1 1 2 2 5 1 3 2 5 1 1 1 5 2 2 3 1 3

314 2 2 0 5 1 1 2 2 1 2 1 4 2 2 4 2 2 1 3 1 3 3 1 2 4 4 2 5

100

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6

315 2 2 0 3 1 1 2 3 2 1 2 2 2 4 3 1 1 2 2 2 2 2 2 1 2 4 1 4

316 2 1 0 5 0 4 1 1 1 2 3 2 3 3 4 2 2 2 4 2 1 2 4 3 1 3 2 5

317 2 2 1 3 2 1 3 1 2 2 2 4 1 4 2 2 1 4 4 1 1 1 1 1 2 4 2 2

318 3 1 1 3 2 1 2 2 1 1 2 1 4 2 4 3 2 2 1 3 1 2 2 2 2 5 3 2

319 2 1 1 5 4 1 1 3 2 2 1 1 5 4 5 2 1 5 5 1 2 1 3 3 3 2 2 2

320 3 1 2 5 3 2 2 2 3 2 2 5 2 2 4 2 2 4 4 2 3 2 5 1 1 4 1 5

321 4 2 1 5 2 4 3 2 2 1 2 2 2 1 5 1 1 3 2 1 1 2 4 1 4 4 1 4

322 3 2 1 5 2 3 1 3 2 2 1 3 4 4 4 1 2 2 4 2 1 1 4 2 1 3 1 3

323 3 1 1 5 0 5 2 2 1 1 2 1 2 2 3 2 3 4 2 1 2 2 3 1 2 4 2 2

324 3 1 0 3 0 1 1 1 2 2 2 2 1 5 1 2 1 2 5 3 1 1 4 2 1 4 3 4

325 4 1 1 5 0 3 2 3 1 3 1 2 5 1 2 2 2 1 3 1 2 2 5 1 2 4 1 5

326 4 2 1 4 2 2 3 2 3 2 3 3 2 5 5 3 1 2 2 1 1 3 1 1 2 2 2 2

327 4 2 1 4 2 2 2 1 1 1 2 1 4 1 4 2 2 4 4 2 2 2 2 3 4 4 2 5

328 3 2 1 3 0 1 2 2 2 2 2 2 2 4 1 2 2 2 2 2 1 1 4 1 1 4 4 5

329 2 2 1 4 0 1 1 1 2 3 2 1 1 5 4 1 3 3 5 1 1 1 3 1 3 4 1 3

330 3 1 0 3 0 1 1 2 3 2 3 3 2 1 2 2 1 2 1 3 3 2 2 2 2 2 2 4

331 2 1 1 5 0 1 2 1 2 1 2 2 1 3 1 3 2 2 4 1 2 1 1 1 4 5 4 5

332 3 2 1 6 5 5 3 2 2 2 2 1 5 4 3 2 1 5 4 2 3 2 1 1 2 4 3 5

333 2 2 1 5 1 1 2 1 1 2 1 2 2 2 4 2 2 1 2 2 1 2 5 3 4 2 1 2

334 3 2 1 3 2 1 1 3 1 2 2 4 3 4 2 1 2 4 5 1 2 1 4 1 2 4 2 5

101

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4

P

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Y

1

P

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2

P

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Y

3

P

S

Y

4

B

B

V

1

B

B

V

2

B

B

V

3

B

B

V

5

B

B

V

6

335 2 2 1 3 2 1 3 2 1 2 2 2 2 5 1 1 1 2 4 2 2 2 4 2 4 4 2 4

336 2 2 1 3 2 1 2 1 2 2 1 4 1 3 5 2 1 1 4 4 2 2 2 1 2 5 5 5

337 2 2 1 3 0 1 1 1 1 2 3 3 4 2 4 1 2 4 2 2 3 4 1 3 4 4 2 5

338 2 2 1 5 1 1 1 1 2 1 1 2 1 5 5 1 1 3 4 3 2 2 2 2 2 3 3 4

339 2 2 0 3 2 1 2 2 1 1 2 2 5 5 1 3 2 4 5 2 2 4 2 1 4 2 2 2

340 2 1 1 5 1 2 3 1 2 1 1 4 4 2 3 1 2 4 1 4 4 5 3 2 2 2 1 3

341 2 1 1 3 1 2 1 1 2 3 1 2 5 2 2 2 2 4 2 2 3 3 2 1 4 4 2 2

342 2 1 1 3 1 1 2 1 3 1 2 1 2 4 1 1 1 3 5 4 2 5 1 1 2 2 1 5

343 4 1 1 3 6 3 1 2 2 2 1 4 3 5 1 2 2 4 4 2 4 2 1 2 2 3 1 2

344 4 2 1 3 3 4 1 1 1 2 1 2 5 1 4 2 3 4 1 3 2 4 2 1 3 5 2 4

345 4 2 1 4 6 1 2 2 1 1 1 1 1 3 5 1 2 1 3 2 3 2 2 1 2 5 1 2

346 4 2 1 3 2 3 2 1 1 2 1 2 5 5 1 1 1 4 5 4 2 2 3 2 2 4 2 5

347 4 1 1 3 2 3 1 1 2 2 2 3 4 1 2 3 2 2 4 2 4 2 2 1 4 2 1 3

348 4 1 1 4 2 4 3 2 1 1 1 2 2 5 4 2 3 4 4 3 2 5 1 1 2 3 1 2

349 4 1 1 3 2 2 2 1 1 1 2 4 2 4 1 2 2 5 2 2 4 4 2 1 2 5 2 5

350 4 2 2 4 2 2 1 2 2 3 3 1 4 5 2 1 2 4 4 2 2 5 1 3 4 4 1 4

351 4 2 1 3 0 3 2 2 2 2 1 4 2 2 2 2 1 3 5 4 3 5 2 1 2 2 1 5

352 5 1 0 5 2 3 1 1 2 2 1 1 2 5 1 1 2 4 4 2 2 4 2 1 2 5 1 5

353 5 2 0 4 2 5 2 3 1 2 1 1 2 1 3 1 2 5 1 2 4 2 3 1 4 5 1 4

354 4 1 1 6 0 3 1 1 2 1 2 3 4 5 1 2 2 4 5 4 2 2 2 2 2 2 2 5

102

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1

S

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2

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C

L

5

P

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P

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R

4

P

S

Y

1

P

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Y

2

P

S

Y

3

P

S

Y

4

B

B

V

1

B

B

V

2

B

B

V

3

B

B

V

5

B

B

V

6

355 5 2 0 3 6 4 1 1 1 2 1 1 2 4 1 1 2 2 4 2 4 4 1 1 2 4 1 2

356 3 1 2 4 2 3 2 2 3 2 2 1 4 2 4 3 1 4 5 2 4 5 2 1 4 2 2 3

357 4 2 1 5 2 2 2 1 1 2 3 2 2 1 1 2 2 4 3 3 3 2 1 3 2 5 2 5

358 3 1 1 3 2 1 3 2 1 1 2 4 2 4 4 1 1 1 4 2 4 4 1 1 4 3 1 4

359 2 2 1 3 2 1 2 3 1 2 1 3 1 2 2 3 2 1 5 4 2 4 2 2 2 5 2 4

360 2 1 2 3 1 2 2 2 2 2 2 4 4 4 4 1 2 4 4 1 4 2 5 1 1 4 2 5

361 4 1 1 6 2 4 3 1 1 1 1 3 1 2 4 3 1 2 4 2 1 5 4 2 1 4 4 4

362 4 1 1 6 4 4 2 2 2 2 1 2 4 2 5 2 2 4 2 3 5 2 1 3 2 2 1 1

363 3 2 1 5 2 3 1 1 3 2 2 1 2 4 3 1 2 1 5 4 2 4 5 1 2 2 2 5

364 3 2 2 5 2 3 2 2 2 1 1 2 3 3 4 2 2 4 4 4 5 4 3 2 1 4 1 2

365 4 2 1 6 2 4 1 1 2 2 2 4 4 4 4 2 1 2 3 2 3 3 5 2 2 1 4 4

366 2 2 1 3 1 3 2 2 1 3 3 1 1 5 2 1 3 4 4 4 2 4 4 1 3 4 1 3

367 4 1 0 6 2 4 2 3 1 2 2 3 2 1 4 2 2 4 5 2 4 2 1 2 2 2 1 4

368 3 1 1 5 2 4 1 2 2 1 2 2 5 2 5 1 2 2 4 4 2 3 5 1 1 4 4 2

369 3 2 1 5 2 3 2 1 1 2 1 4 4 4 1 1 1 4 4 3 4 5 4 2 1 1 2 4

370 3 1 1 6 6 5 2 2 2 1 2 5 1 1 2 2 1 3 5 1 4 4 5 1 2 4 4 5

371 2 2 1 3 1 4 1 3 2 2 2 2 4 4 4 3 2 4 2 4 1 3 2 2 1 2 2 2

372 2 1 2 3 1 3 2 2 3 2 3 4 3 2 5 2 1 2 4 2 4 4 4 1 1 4 1 4

373 4 2 1 6 2 5 2 1 2 2 2 2 4 4 2 1 2 1 1 4 3 4 5 2 2 4 2 5

374 5 1 1 6 0 4 2 2 2 1 1 4 1 4 2 2 1 4 5 4 4 3 1 1 2 1 1 1

103

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2

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Y

3

P

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Y

4

B

B

V

1

B

B

V

2

B

B

V

3

B

B

V

5

B

B

V

6

375 3 2 2 5 2 4 3 1 2 2 2 2 5 2 4 1 2 4 4 3 4 2 4 2 1 4 4 4

376 3 1 2 5 2 4 2 2 1 2 1 4 4 5 4 2 2 2 2 4 1 4 4 1 2 2 4 4

377 4 1 0 6 4 5 2 2 2 1 2 1 4 4 3 1 1 3 4 2 2 3 2 2 1 2 1 3

378 2 2 2 3 1 2 2 1 1 2 2 4 2 3 4 2 1 4 5 4 3 3 5 3 2 2 2 4

379 4 1 1 5 2 4 1 2 2 2 1 4 2 1 2 1 2 4 2 2 4 4 1 1 1 4 2 2

380 2 1 2 3 1 2 2 1 1 3 2 3 4 4 5 3 2 2 4 4 1 4 4 1 2 4 4 2

381 4 2 1 6 2 4 1 2 2 1 1 4 2 2 4 2 1 4 5 3 4 2 3 2 2 1 1 5

382 3 1 1 4 2 3 3 1 1 2 2 2 1 5 4 2 2 4 4 4 2 2 4 2 1 4 1 4

383 3 2 1 4 2 3 2 2 2 1 1 4 3 4 3 1 1 1 2 2 2 4 1 1 2 2 2 4

384 2 1 1 3 1 2 1 1 1 2 2 4 2 5 5 2 1 5 4 1 4 1 4 2 1 4 4 1

385 4 2 1 5 2 4 1 1 1 2 4 2 4 2 4 2 4 4 4 1 2 1 1 2 4 4 4 4

386 3 1 2 4 2 3 4 1 4 1 1 4 2 4 4 4 1 2 3 4 3 2 4 4 2 2 2 4

387 3 2 2 4 2 3 3 4 4 2 4 3 4 2 2 2 4 4 5 1 1 4 1 2 2 4 4 3

388 4 1 0 6 6 5 2 1 1 4 4 1 3 5 1 3 2 4 4 3 1 1 2 3 4 1 4 4

389 4 1 1 5 2 4 2 2 3 1 3 4 4 4 5 2 1 1 5 2 2 3 1 4 2 2 1 5

390 2 2 2 3 1 2 2 4 2 2 2 2 1 2 3 4 4 3 4 1 2 4 4 4 3 4 3 4

391 4 2 1 6 2 4 4 1 2 2 2 3 3 5 4 4 1 4 2 4 2 2 1 2 2 2 4 5

392 3 1 2 4 2 4 1 2 1 2 4 1 4 4 5 4 1 2 5 4 4 4 4 4 2 4 2 4

393 3 1 2 4 2 3 1 3 2 3 4 4 4 2 2 2 4 2 4 1 1 3 3 4 4 4 4 4

394 3 2 2 4 2 3 3 1 4 4 4 3 4 4 4 4 1 4 4 2 3 4 1 2 2 3 4 2

104

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B

B

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B

B

V

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B

B

V

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B

B

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5

B

B

V

6

395 3 1 2 4 2 4 1 4 2 4 2 2 2 3 4 4 2 4 3 4 1 4 4 4 4 2 1 3

396 3 2 2 4 2 4 2 3 1 2 2 4 4 4 1 2 3 1 4 1 4 4 4 4 2 4 4 4

397 3 1 0 6 2 4 2 4 2 4 1 2 2 1 4 2 2 1 2 1 1 4 1 3 4 4 1 2

398 3 2 2 5 2 4 4 1 4 4 3 4 2 5 1 1 1 1 4 3 2 1 3 4 4 2 4 4

399 3 1 2 5 2 4 1 2 2 2 4 4 4 4 5 4 2 4 4 1 3 2 1 4 3 4 3 5

105

VALIDITY

Item-Total Statistics

Scale Mean if

Item Deleted

Scale Variance

if Item Deleted

Corrected Item-

Total

Correlation

Squared

Multiple

Correlation

Cronbach's

Alpha if Item

Deleted

CLT_1 76.13 246.533 .638 .948 .904

CLT _2 76.30 241.045 .768 .965 .901

CLT _3 76.20 244.372 .805 .965 .901

CLT _4 76.40 244.524 .732 .893 .902

CLT _5 76.43 249.840 .632 .753 .904

SCL_1 76.23 248.254 .618 .966 .904

SCL _2 75.97 252.378 .494 .880 .907

SCL _3 76.33 263.954 .198 .846 .912

SCL _4 75.97 255.482 .497 .925 .907

SCL _5 75.97 260.240 .586 .971 .849

PER_1 76.40 249.145 .680 .972 .903

PER_2 76.40 245.903 .692 .928 .903

PER_3 76.07 249.375 .578 .941 .905

PER_4 75.77 264.737 .589 .819 .912

PER_5 75.60 260.179 .307 .897 .910

PSY_1 76.37 246.723 .715 .976 .902

PSY _2 76.30 244.286 .757 .875 .901

PSY _3 75.73 255.168 .450 .907 .907

PSY _4 75.73 255.444 .442 .785 .907

PSY _5 76.03 259.344 .281 .921 .911

BBV_1 76.43 244.185 .718 .879 .902

BBV _2 75.97 256.999 .450 .929 .907

BBV _3 75.67 260.092 .576 .988 .849

BBV _4 76.10 272.024 .115 .767 .862

BBV _5 76.33 242.437 .743 .831 .901

BBV _6 75.50 267.293 .525 .884 .912

106

RELIABILITY

Culture

Case Processing Summary

N %

Cases

Valid 30 100.0

Excludeda 0 .0

Total 30 100.0

a. Listwise deletion based on all variables in the

procedure.

Reliability Statistics

Cronbach's

Alpha

Cronbach's

Alpha Based on

Standardized

Items

N of Items

.886 .892 5


Scale Mean if

Item Deleted

Scale Variance

if Item Deleted

Corrected Item-

Total

Correlation

Squared

Multiple

Correlation

Cronbach's

Alpha if Item

Deleted

CLT1 11.03 10.999 .838 .820 .839

CLT 2 11.23 11.289 .714 .752 .865

CLT 3 10.70 10.838 .784 .738 .848

CLT 4 10.73 10.892 .760 .732 .854

CLT 5 10.57 11.289 .571 .359 .903

Social


N %

Cases

Valid 30 100.0

Excludeda 0 .0

Total 30 100.0


procedure.

107


Cronbach's

Alpha

Cronbach's

Alpha Based on

Standardized

Items

N of Items

.793 .797 4


Scale Mean if

Item Deleted

Scale Variance

if Item Deleted

Corrected Item-

Total

Correlation

Squared

Multiple

Correlation

Cronbach's

Alpha if Item

Deleted

SCL1 8.03 6.585 .744 .558 .676

SCL 2 7.97 6.723 .564 .379 .764

SCL 4 8.33 6.713 .648 .447 .720

SCL 5 7.67 7.402 .480 .275 .802

Personal


N %

Cases

Valid 30 100.0

Excludeda 0 .0

Total 30 100.0


procedure.


Cronbach's

Alpha

Cronbach's

Alpha Based on

Standardized

Items

N of Items

.718 .724 4

108


Scale Mean if

Item Deleted

Scale Variance

if Item Deleted

Corrected Item-

Total

Correlation

Squared

Multiple

Correlation

Cronbach's

Alpha if Item

Deleted

PER1 10.07 4.961 .425 .355 .701

PER2 9.97 4.102 .519 .338 .651

PER3 9.50 4.397 .642 .545 .584

PER4 9.37 4.447 .463 .501 .684

Psycho Graphical


N %

Cases

Valid 30 100.0

Excludeda 0 .0

Total 30 100.0


procedure.


Cronbach's

Alpha

Cronbach's

Alpha Based on

Standardized

Items

N of Items

.752 .752 4


Scale Mean if

Item Deleted

Scale Variance

if Item Deleted

Corrected Item-

Total

Correlation

Squared

Multiple

Correlation

Cronbach's

Alpha if Item

Deleted

PSY_1 9.63 6.723 .656 .454 .634

PSY_2 9.57 6.668 .627 .463 .649

PSY_3 9.00 7.241 .520 .329 .709

PSY_4 9.00 7.862 .402 .217 .771

109



N %

Cases

Valid 30 100.0

Excludeda 0 .0

Total 30 100.0


procedure.


Cronbach's

Alpha

Cronbach's

Alpha Based on

Standardized

Items

N of Items

.704 .716 5


Scale Mean if

Item Deleted

Scale Variance

if Item Deleted

Corrected Item-

Total

Correlation

Squared

Multiple

Correlation

Cronbach's

Alpha if Item

Deleted

BBV_1 13.90 5.886 .301 .444 .730

BBV_2 13.60 5.352 .537 .781 .622

BBV_3 13.50 5.155 .694 .766 .562

BBV_5 13.70 5.803 .387 .589 .686

BBV_6 13.30 6.010 .445 .591 .662

110

Spearman r Table

111

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