-Logo1: has a maximum value of 5 and a minimum value of 1, with a mean value of 3.9000 and a standard deviation of 0.99493. We can see that most customers agree with the above opinion because the Logo is designed very differently and is highly symbolic.
-Logo2: has the largest value of 5 and the smallest value of 2, with an average value of 3.9000 and a standard deviation of 0.83532. From the above analysis results, we can see that the lowest rating chosen by customers is disagree and the highest rating is completely agree, and through the average value results, we can see that most customers agree with the opinion of logo1.
-Logo3: has the largest value of 5 and the smallest value of 1, with an average value of 3.8667 and a standard deviation of 0.95046. Thus, most customers agree with the above opinion, because the company's logo is created from 3 coffee beans, designed very uniquely to form an ant, compared to the logos of other brands, the company's logo is very different and interesting.
Logo4: has a maximum value of 5 and a minimum value of 1, with a mean value of 3.7444 and a standard deviation of 1.05534. Most customers agree with the above opinion because the logo is very unique and different, creating an impression and interest when customers look at it.
2.7.3 Slogan descriptive statistics.
Table 2.12: Slogan descriptive statistics
Descriptive statistics
Describe | GTNN | GTLN | GTTB | Standard deviation | |
Slogan1 | Short slogan | 1.00 | 5.00 | 3.8667 | 0.87666 |
Slogan2 | Easy to understand slogan | 1.00 | 5.00 | 3.7778 | 0.96893 |
Slogan3 | Slogan evokes product quality | 1.00 | 5.00 | 3.8556 | 0.89394 |
Slogan4 | Easy to remember slogan | 2.00 | 5.00 | 3.8111 | 0.85977 |
Slogan5 | Meaningful slogan | 1.00 | 5.00 | 3.9111 | 0.85649 |
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(Source: SPSS results)
In general, customers rated the Slogan with the largest value of 5 and the smallest value of 1. Besides, the mean value and standard deviation did not differ significantly.
too large, specifically expressed as follows:
-Slogan1: has the largest value of 5 and the smallest value of 1, with a mean of 3.8667 and a standard deviation of 0.87666. Most customers agree with this opinion, the slogan is short but still carries the meaningful message that the company wants to bring to customers.
-Slogan2: has the largest value of 5 and the smallest value of 1, with an average value of 3.7778 and a standard deviation of 0.96893. From the results, we can see that most customers agree with the above opinion because the Slogan is short but easy to understand when read, hits the customer's psychology and has a profound meaning that the company wants to bring to customers.
-Slogan3: has the largest value of 5 and the smallest value of 1, with an average value of 3.8556 and a standard deviation of 0.89394. Thus, most customers agree with the above opinion, because the Slogan shows the meaning and quality of the product.
-Slogan4: has the largest value of 5 and the smallest value of 2, with an average value of 3.8111 and a standard deviation of 0.85977. From the analysis results, we can see that the majority of customers agree.
-Slogan5: has the largest value of 5 and the smallest value of 2, with an average value of 3.9111 and a standard deviation of 0.85649. From there, we can see that most customers agree with the above opinion, because the slogan carries a very meaningful message to consumers, hitting the customer's psychology so that customers can feel secure when choosing to use the product.
2.7.4 Price descriptive statistics
Table 2.13: Descriptive statistics of prices
Descriptive statistics | |||||
Describe | GTNN | GTLN | GTTB | Standard deviation | |
price1 | Price lower than market | 1.00 | 5.00 | 3.9111 | 0.88234 |
price2 | Stable price, no ups and downs | 2.00 | 5.00 | 3.8889 | 0.94148 |
price3 | Apply good price policy for customers | 1.00 | 5.00 | 4.0111 | 0.88043 |
iá4 | Price support for new customers | 1.00 | 5.00 | 3.6333 | 0.97669 |
G
GGG
(Source: SPSS results)
Through descriptive statistics, we can see that the number of customers participating in the survey is 90 people. In general, customers evaluate the price criterion with the largest value of 5 and the smallest value of 1. In general, the average value and standard deviation are not too different, specifically shown as follows:
- Price 1: Has the largest value of 5 and the smallest value of 1, with an average value of 3.9111 and a standard deviation of 0.88234. From the analysis results, we can see that most customers agree because the company sells products at lower prices than the market due to the following reasons: currently the company has its own factory in Da Nang, raw materials are imported directly to the factory and not through intermediaries, so the product price is low.
- Price 2: Has the largest value of 5 and the smallest value of 2, with an average value of 3.8889 and a standard deviation of 0.94148. Most customers agree with this opinion because the raw materials are taken directly from the place of cultivation, without going through an intermediary agent, so the price of raw materials will not be affected by the agent, so the price of the product will not be affected.
- Price 3: Has the largest value of 5 and the smallest value of 1, with an average value of 4.0111 and a standard deviation of 0.88043. From the results, it can be seen that most customers agree with the above opinion because when customers become loyal customers and use the product for a long time, the company will have its own price incentives.
- Price 4: Has the largest value of 5 and the smallest value of 1, with an average value of 3.6333 and a standard deviation of 0.97669. Thus, most customers agree with the above criteria because when customers import the company's products to their stores for the first year, the company will offer incentives by applying good prices, discounts compared to normal, and after the first five orders, the price will return to the original price.
2.7.5 Descriptive statistics of packaging design.
Table 2.14: Descriptive statistics of packaging design
Descriptive statistics
Describe | GTNN | GTLN | GTTB | Standard deviation | |
TKBB1 | Beautiful packaging | 1.00 | 5.00 | 3.6111 | 1.04607 |
TKBB2 | Simple packaging design | 1.00 | 5.00 | 3.6222 | 0.91894 |
TKBB3 | Packaging material guaranteed protect the environment | 1.00 | 5.00 | 3.5667 | 1.02825 |
TKBB4 | Packaging has full information Product news | 1.00 | 5.00 | 3.6667 | 0.99437 |
TKBB5 | Packaging with zipper and valve should be well preserved | 1.00 | 5.00 | 3.7111 | 0.90249 |
(Source: SPSS results)
Through the descriptive statistics results, we can see that the number of customers participating in the survey is 90 people. In general, customers evaluate the packaging design criteria with the largest value of 5 and the smallest value of 1. In general, the average value and standard deviation are not too different, specifically shown as follows:
-TKBB1: Has a maximum value of 5 and a minimum value of 1, with a mean value of 3.6111 and a standard deviation of 1.04607. Most customers agree with this opinion. In fact, the packaging is designed simply and feels close to the user.
- TKBB2: Has the largest value of 5 and the smallest value of 1, with a mean of 3.6222 and a standard deviation of 0.91894. From the results, we can see that customers agree with this opinion. In fact, the packaging is designed simply and the materials used and paper, product information and images are combined quite simply.
- TKBB3: Has the largest value of 5 and the smallest value of 1, with an average value of 3.5667 and a standard deviation of 1.02825. From the results, it can be seen that most customers agree with the above opinion. Because the packaging material is easily degradable paper, the packaging is very environmentally friendly.
- TKBB4: Has the largest value of 5 and the smallest value of 1, with an average value of 3.6667 and a standard deviation of 0.99437. Most customers agree with the above opinion. Because the packaging always has full information about the product such as: production date and expiration date, information about the company...
-TKKB5: Has the largest value of 5 and the smallest value of 1, with an average value of 3.7111 and a standard deviation of 0.90249. From the results, it can be seen that most customers agree with the above opinion because in fact, the packaging is designed with a valve and zipper, bringing convenience to customers when using the product.
2.7.6 Descriptive statistics of employee uniforms.
Table 2.15: Descriptive statistics of employee uniforms
Descriptive statistics
Describe | GTNN | GTLN | GTTB | Deviation standard | |
DPNV1 | Impressive staff uniforms | 2.00 | 5.00 | 3.9111 | 0.80231 |
DPNV2 | Employee uniforms have their own meaning | 1.00 | 5.00 | 3.8444 | 0.93510 |
DPNV3 | Staff uniforms bring a sense of comfortable | 2.00 | 5.00 | 3.7667 | 0.90006 |
DPNV4 | Beautiful and elegant staff uniforms | 1.00 | 5.00 | 3.8778 | 0.94605 |
(Source: SPSS results)
Through the descriptive statistics results, we can see that the number of customers participating in the survey is 90 people. In general, customers evaluate the criteria for employee uniforms with the largest value of 5 and the smallest value of 1. In general, the average value and standard deviation are not too different, specifically shown as follows:
- Employee 1: Has the largest value of 5 and the smallest value of 2, with an average value of 3.9111 and a standard deviation of 0.80231. From the results, it can be seen that most customers agree with the above opinion. In fact, employee uniforms are designed and dark in color to suit the nature of the work.
-DPNV 2: Has the largest value of 5 and the smallest value of 1, with an average value of 3.8444 and a standard deviation of 0.93510. Thus, we can see that the majority of customers
Agree with this opinion because the color of the employee uniform is black, in addition to being suitable for the nature of the job, it also has a symbolic meaning like the black color of coffee beans, from which it can be seen that the company pays great attention to the image of the employees in the eyes of customers.
- Employee 3: Has the largest value of 5 and the smallest value of 2, with an average value of 3.7667 and a standard deviation of 0.90006. From that, we can see that most customers agree with the above opinion because the employee uniform has a cool fabric material, short sleeves suitable for work, creating a comfortable feeling when working.
-Uniform 4: Has the largest value of 5 and the smallest value of 1, with an average value of 3.8778 and a standard deviation of 0.94605. From the results, we can see that most customers agree with this opinion because the staff uniform has a mysterious look, is easy to operate, and creates a feeling of comfort and dynamism.
2.7.7 Descriptive advertising statistics.
Table 2.16: Descriptive statistics of advertising
Descriptive statistics
Describe | GTNN | GTLN | GTTB | Deviation standard | |
QC1 | Impressive advertising | 2.00 | 5.00 | 3.8222 | 0.77282 |
QC2 | Ads often appear on pages and social networking site | 2.00 | 5.00 | 3.8111 | 0.79173 |
QC3 | Ads appear frequently | 1.00 | 5.00 | 3.6778 | 0.89728 |
QC4 | Advertising has clear and public content | 3.00 | 5.00 | 3.8556 | 0.38398 |
(Source: SPSS results)
Through the descriptive statistics results, we can see that the number of customers participating in the survey is 90 people. In general, customers evaluate the criteria for employee uniforms with the largest value of 5 and the smallest value of 1. In general, the average value and standard deviation are not too different, specifically shown as follows:
-QC1: Has a maximum value of 5 and a minimum value of 2, with a mean value of 3.8222 and a standard deviation of 0.77282. The results show that customers agree with the statement.
Despite the above ideas, in reality there is still little advertising about the brand.
-QC2: Has the largest value of 5 and the smallest value of 2, with an average value of 3.8111 and a standard deviation of 0.79173. Thus, we can see that the majority of customers agree with the opinion because currently most customers use social networks, understanding that the company focuses on advertising and collecting customer information through these social networking sites, so that it can reach customers more easily.
- QC3: Has the largest value of 5 and the smallest value of 1, with an average value of 3.6778 and a standard deviation of 0.89728. From the results, it can be seen that most customers agree with the above opinion because in fact, advertisements are often posted on the company's homepage and posted in coffee business groups, so customers can see and know the brand more.
-QC4: Has the largest value of 5 and the smallest value of 3, with an average value of 3.8556 and a standard deviation of 0.38398. Most customers agree with the above opinion because when advertising is posted, the company always focuses on the content provided to customers, in addition, product information is clearly displayed for customers to easily recognize.
2.8 Validation of scales
2.8.1 Testing the scales - Cronbach's Alpha reliability coefficient.
- Cronbach's Alpha reliability test is the tool we need. This test reflects the close correlation between observed variables in the same factor. It shows which of the observed variables of a factor has contributed to measuring the concept of the factor and which has not.
Cronbach (1951) proposed a reliability coefficient for the scale. Note that Cronbach's Alpha coefficient only measures the reliability of the scale (including 3 or more observed variables) and cannot calculate the reliability for each observed variable (Source: Nguyen Dinh Tho, Scientific research methods in business, Finance Publishing House, 2nd edition, page 355).
- Cronbach's Alpha coefficient has a value varying in the range [0,1]. In theory, the higher this coefficient is, the better (the more reliable the scale). However, this
not completely accurate. A Cronbach's Alpha coefficient that is too large (about 0.95 or more) shows that there are many variables in the scale that are not different from each other, this phenomenon is called overlap in the scale (Nguyen Dinh Tho, Scientific research methods in business, Finance Publishing House, 2nd edition, page 364).
- Standards in testing the reliability of the Cronbach's Alpha scale
- If a measurement variable has a Corrected Item – Total Correlation coefficient ≥ 0.3, then that variable meets the requirements (Source: Nunnally, J. (1978), Psychometric Theory, New York, McGraw-Hill).
- Cronbach's Alpha coefficient value level (Source: Hoang Trong, Chu Nguyen Mong Ngoc (2008), Research data analysis with SPSS Volume 2, Hong Duc Publishing House, Page 24):
From 0.8 to close to 1: very good measurement scale.
From 0.7 to close to 0.8: good measurement scale.
From 0.6 and above: qualified measurement scale.
Table 2.17: Cronbach's Alpha reliability coefficient of the scale on "Brand Name"
Cronbach's Alpha = 0.872
Observation variable | Average scale if type variable | Scale variance if excluded variable | Composite variable correlation | Cronbach's Alpha if variable is excluded |
1. Easy to remember brand name | 14,90000 | 11,080 | 0.725 | 0.841 |
2. Brand name is easy to read. | 14,9333 | 10,265 | 0.754 | 0.831 |
3.Simple, attached name origin of raw materials | 15,0222 | 10,539 | 0.771 | 0.829 |
4. Short brand name. | 14,9556 | 11,122 | 0.600 | 0.869 |
5. Meaningful brand name associative meaning | 15,3000 | 10,257 | 0.668 | 0.855 |
(Source: SPSS results)