group assignment mas202 topic multivariate regression analysis

The study aims to determine the significance and relativeimportance of these factors to pupil, students are gen Z consumers, and provideinsights and recommendations for local fashion bra

FPT UNIVERSITY- CAMPUS CAN THO

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Group Assignment [MAS202]

TOPIC: Multivariate regression analysis

Student Name Parts in-charge

Percentage of contribution

* Châu Huỳnh Khánh Long

CE171119 Abstract, Frame work 25%

Hà Lam Thanh CS170419 Research design 25%

Lê Hồng Ngọc CS171525 Data analyze 25%

Nguyễn Thị Kim Thoa

Total: Multivariate regression

Cần Thơ, 06/2023

Table of Contents

Table of Contents 2

I Abstract 3

II Framework 3

III Research Design 4

1 Sample Selection and Data Collection 4

2 Measurement Tools 4

IV Data analyze 6

1 Pilot Test 6

2 Formal test 6

3 Descriptive Statistics 6

4 Regression Analysis 8

V Conclusion 14

I Abstract

The objective of this study is to identify the factors that influence the buying decisions of pupil, students are gen Z in the city of Can Tho towards local fashion brands in Vietnam The study aims to determine the significance and relative importance of these factors to pupil, students are gen Z consumers, and provide insights and recommendations for local fashion brands to better meet the needs and preferences of their target consumers Concise statement of method: The study used a quantitative research method, specifically a survey questionnaire, to collect data from

a sample size of 108 pupil, students are gen Z consumers in Vietnam The survey questionnaire included questions related to the factors that influence their buying decisions, such as product quality, brand image, price, nation spirit, and perceived quality Data analysis was conducted using descriptive statistics and multiple regression analysis to determine the relationship between these factors and pupil, students are gen Z buying behavior Summary of key findings: The study found that product quality and brand image were the most important factors influencing GenZ buying decisions towards local fashion brands in Vietnam Price and social media influence also played a significant role, while personal values had a relatively minor impact on their buying behavior The study also revealed that GenZ consumers were willing to pay a premium for local fashion brands with good quality and positive brand image In addition, social media platforms such as Facebook and Instagram were found to be effective in promoting local fashion brands to pupil, students are gen Z consumers Conclusion and recommendations: Based on the findings, the study concludes that local fashion brands in Vietnam should focus on improving product quality and building a positive brand image to attract and retain pupil, students are gen

Z consumers They should also leverage social media platforms to engage with their target audience and promote their products effectively In addition, local fashion brands should consider pricing their products appropriately to appeal to the price-sensitive pupil, students are gen Z consumers Finally, the study recommends that further research be conducted to explore the factors influencing pupil, students are gen

Z buying decisions towards international fashion brands in Vietnam

II Framework

III Research Design

1 Sample Selection and Data Collection

In this study, the fashion industry was chosen A questionnaire was distributed

at random by sent online questionnaire student of genders, ages, incomes, educations, and occupations For this study, 201 questionnaires were returned, with 154 used in the pilot test to ensure questionnaire rationality and 108 used in the formal test to reveal relationships between variables The results of an independent sample t-test on the individual descriptive statistics of the sample revealed that p > 0.05, indicating that there were no significant differences in the covariates (e.g., genders, ages, incomes, educations, and occupations) and that there was no response bias in the questionnaire sample The scales were all written in English and then translated into Vietnamese using both forward and reverse translations

2 Measurement Tools

In this study, a more mature scale was used to ensure the questionnaire's reliability and validity, and the scale was modified to account for the survey's context The specific scale items, as well as relevant references, are listed in Table 1 All eight variables were evaluated using a 7-point Likert scale, with 1 indicating “totally disagree” and 7 indicating “totally agree.” To avoid the influence of other control variables, genders, ages, incomes, educations, and occupations were chosen as covariates in this study, with gen Z, gender, occupations, education treated as dummy variables and the other variables treated as continuous variables

IV D

Table 1 Research questions Variable Indicator Variable Statement Author

Nation spirit

NS1 Local fashion products own and

convey unique values

Sari Listyorini (2020)

NS2 Local fashion products show the

personality and style of the founder

NS3 Local fashion products that reflect

the uniqueness of the locality

Brand images

BI1 I noticed that domestic fashionbrand is fashion.

Wijayaningtyas, M., Wibowo, W.,

& Lukiyanto, K (2022) BI2

I find that the prices of local brand fashion products are in line with product quality and consumer expectations

BI3

I see that the products of the domestic fashion brand have a different design from other brands

Product quality

PrQ1 I find the quality of domestic brand

fashion to be durable Wijayaningtyas,

M., Wibowo, W.,

& Lukiyanto, K (2022)

PrQ2 I find the domestic fashion brand

to have handy design and features

PrQ3

I find that the design of the domestic fashion brand is modern, elegant and comfortable to use

Price

P1

I find the price of local brand fashion products suitable for my ability or purchasing power

Wijayaningtyas, M., Wibowo, W.,

& Lukiyanto, K (2022) P2

I find the material quality of the local fashion brand products to match the offered price

P3

I am interested in the promotional price (discount) of the local fashion

brand

P4 I would buy local fashion brand

when is low-cost

Perceived

quality

PcQ1 Reliable quality domestic clothing

products

Wijayaningtyas, M., Wibowo, W.,

& Lukiyanto, K (2022)

PcQ2 Local clothing products have good

durability

PcQ3 Local clothing products have avariety of designs.

PcQ4 I appreciate the quality of local

clothing products

Buying Decision

BD1 I bought local brand product because it has good product quality

Wijayaningtyas, M., Wibowo, W.,

& Lukiyanto, K (2022) BD2 I bought a local brand productbecause it suits my taste

BD3 I bought a local brand product

because of good reputation

ata analyze

1 Pilot Test

It is necessary to carry out the pilot test in order to guarantee questionnaire rationality In the pilot test, 108 valid questionnaires were collected through various style

2 Formal test

SPSS version 24.0 is used in this chapter to analyze data from 108 valid questionnaires collected as samples To begin, descriptive statistical analysis is used to explain the basic information provided by the respondents Regression analysis and the mediation effect test were used to put the hypothesis to the test

3 Descriptive Statistics

A descriptive statistical analysis was performed on the demographic variable information of 108 valid samples, and the gender, age, education, income, and occupation were summarized to gain a preliminary understanding of the respondents' basic information distribution

The table provides data on various variables, including Generation Z, Gender, Knowledge of Local Fashion, Used to Use Local Fashion, Occupation, Education, and Income Let's analyze the table and summarize the insights in paragraph form The gender distribution among the respondents shows that out of the total participants, 41 individuals (38.00%) identified as male, while 67 individuals (62.00%) identified as female This indicates a higher proportion of female respondents, suggesting a greater interest in local fashion among women All 108 respondents (100.00%) belong to Generation Z, indicating that the surveyed population consists entirely of individuals from this generation Moreover, all participants stated that they have knowledge of local fashion, highlighting a good understanding of local fashion trends within the surveyed population In terms of past usage, all 108 respondents (100.00%) have previously used local fashion, indicating a prior experience with local fashion products This suggests a familiarity and engagement with the local fashion scene When considering occupation, the surveyed population consists of 25 individuals (25.10%) who are pupils and 83 individuals (74.90%) who are students This implies that the majority of respondents are students, with a smaller proportion being pupils It can be inferred that the survey targeted individuals primarily in an educational setting Looking at education, 2 individuals (1.90%) are high school graduates, while 106 individuals (98.10%) have pursued or are pursuing higher education at the university level This indicates that the majority of the respondents have completed or are engaged

in university education The surveyed population is generally well-educated Regarding income distribution, the majority of respondents fall into the income range of under 5 million VND to 10 million VND Specifically, 31 individuals (28.70%) have an income

under 5 million VND, 64 individuals (59.30%) have an income between 5 million and

10 million VND, and the remaining respondents have higher income levels This suggests that the surveyed individuals generally have moderate incomes Conclusion, the analysis of the table indicates a higher proportion of female respondents within Generation Z, showcasing a strong interest in local fashion among women The surveyed population is knowledgeable about local fashion, has prior experience using local fashion products, and primarily consists of students pursuing higher education Most respondents have moderate income levels These insights provide valuable information for understanding the preferences and demographics of the surveyed population in relation to local fashion

ncy

Perce nt

%

Know the local fashion Yes

%

Used to use local

fashion

Yes

%

4 Regression Analysis

Regression analysis could not only be used to reveal the relations among variables, but also confirm whether the hypothesis could be supported or not In this section, the independent variables are sequentially added to the model for regression analysis through stepwise analysis This section analyzes the role of independent variables on the dependent variable and the change in the interpretation of independent variables on the dependent variable to explore the role of variables Two regression models on the topic are as follows is Buying decision, is the intercept, is the independent coefficient and is the residue

Model 1a: BD= 0.289+0.073+0.086BI+0.222PrQ+0.532P+0.168PcQ+

Modeal 1b: BD= 0.066NS+0.088BI+0.233PrQ+0.379P+0.199PcQ+

Model 1

Unstandardized Coefficients

Standardiz

ed Coefficient s

T Sig VIF

B

Stand ard error

Beta

0.57

0.94

6 0.346 1.223

0.96

3 0.338 1.079

2.38

3 0.019 1.373

3.49

8 0.001 1.909

2.10

4 0.038 1.227

Variables and Interpretations:

Nation Spirit (NS): The coefficient (B) for NS is 0.073 with a standard error of

0.077 The beta value (0.066) suggests a small positive effect of Nation Spirit on the buying decision However, the t-value (0.946) indicates that this effect is not statistically significant (p > 0.05) The low VIF (1.223) indicates that Nation Spirit does not suffer from severe multicollinearity issues with other independent variables

Brand Image (BI): The coefficient (B) for BI is 0.086 with a standard error of

0.090 The beta value (0.088) suggests a small positive effect of Brand Image on the buying decision However, similar to Nation Spirit, the t-value (0.963) indicates that this effect is not statistically significant (p > 0.05) The VIF (1.079) suggests no significant multicollinearity concerns with other variables

Product Quality (PrQ): The coefficient (B) for PrQ is 0.222 with a standard

error of 0.093 The beta value (0.233) indicates a moderate positive effect of Product Quality on the buying decision The t-value (2.383) shows that this effect is statistically significant (p < 0.05) The VIF (1.373) indicates no significant multicollinearity concerns with other variables

Price (P): The coefficient (B) for P is 0.532 with a standard error of 0.152 The

beta value (0.379) suggests a moderate positive effect of Price on the buying decision The t-value (3.498) indicates that this effect is statistically significant (p < 0.001) The VIF (1.909) suggests no significant multicollinearity concerns with other variables

Perceived Quality (PcQ): The coefficient (B) for PcQ is 0.168 with a standard

error of 0.080 The beta value (0.199) indicates a small positive effect of Perceived Quality on the buying decision The t-value (2.104) shows that this effect is statistically significant (p < 0.05) The VIF (1.227) indicates no significant multicollinearity concerns with other variables

Interpretation and Conclusion:

From the regression analysis, we can draw the following conclusions:

Nation Spirit (NS) and Brand Image (BI) do not have a statistically significant effect on the buying decision This suggests that consumers' attachment to their nation

or the image associated with the brand does not strongly influence their decision to purchase the product

Product Quality (PrQ) has a statistically significant and moderately positive effect on the buying decision This implies that as the perception of product quality increases, consumers are more likely to make a purchase decision

Price (P) has a statistically significant and moderately positive effect on the buying decision This suggests that as the price of the product increases, consumers' likelihood of making a purchase decision also increases

Perceived Quality (PcQ) has a statistically significant and small positive effect

on the buying decision This indicates that as consumers' perception of the product's quality improves, their probability of making a purchase decision increases

It's important to note that these conclusions are specific to the variables and data provided in the regression model Other factors not included in the model may also impact the buying decision Therefore, further analysis and consideration of additional variables and data are recommended for a comprehensive understanding of the factors influencing buying decisions

Model

1

R R Square Adjust

ed R Square

Std Error

of the Estimate

Change Statistics

Durbin-Watson R

Square

Sig F Chang

0.768

a 0.589 0.569 63.964 0.589 0.000 1,902 Variables and Interpretations:

R (Multiple Correlation Coefficient): The value of R in Table 2 is 0.768a The

multiple correlation coefficient represents the strength and direction of the linear relationship between the independent variables (NS, BI, PrQ, P, and PcQ) and the dependent variable (Buying decision) However, without additional information about the "a" notation, it is difficult to provide a detailed interpretation If you have any additional instructions or information about the notation, please provide them

R Square (Coefficient of Determination): The R Square value in Table 2 is

0.589 This value indicates that approximately 58.9% of the variance in the buying decision can be explained by the independent variables (NS, BI, PrQ, P, and PcQ) In other words, these variables collectively account for about 58.9% of the variability observed in the buying decision

Adjusted R Square: The Adjusted R Square value in Table 2 is 0.569 This

value takes into account the number of predictors and the sample size to adjust the R Square value It represents the proportion of the variance in the buying decision that is explained by the independent variables, considering the complexity of the model In this case, approximately 56.9% of the variability in the buying decision is accounted for by the independent variables after adjusting for the model's complexity

Std Error of the Estimate: The Std Error of the Estimate in Table 2 is 63.964.

This value represents the standard deviation of the residuals, which is an estimate of the average distance between the observed values of the dependent variable (Buying decision) and the predicted values from the regression model A lower value of the standard error indicates a better fit of the model to the data, suggesting that the predicted values are closer to the actual values

R Square Change: The R Square Change value in Table 2 is 0.589 This value

represents the increase in the R Square value when adding the independent variables (NS, BI, PrQ, P, and PcQ) to the model It shows the incremental contribution of these variables to the explanation of the variability in the buying decision

Sig F Change: The Sig F Change value in Table 2 is 0.000 This value

represents the statistical significance of the overall regression model A very low p-value (such as 0.000) indicates that the regression model, including the independent variables (NS, BI, PrQ, P, and PcQ), is highly significant in explaining the variability

in the buying decision It suggests that the independent variables together have a significant impact on the buying decision