difference exists among customers having different income levels with

regard to product preference in using Social media marketing.

H0: There is no significant dilference among customers having different

income levels with regards to the product preference in using Social media
marketing.

48
 HI: There is a significant difference among customers having different in
come levels with regards to the product preference in using Social media
marketing.

TABLE4.24 INCOME AND PRODUCT PREFERENCE INFUSING

SOCIALMEDIA MARKETING

INCOME DESCRIPTIVES LEVENE'S ANOVA TEST

TATISTICS TEST FOR
FOR EQUALITY OF
EQUALITY OF MEANS
VARIANCE
Mean SD F Sig. F Sig.

15000- 19.250 3.06316 2.526 ().067 3.147 0.032

300()0 0
30001- 14.000 6.83130
450()0 0
45001 19.400 3.78153
—fi0000 0
Above75000 2().333 2.08167
3
(Source: primary data, n=60)

The mean difference is tested using One Way ANOVA. The p value for the
significance of equality of means is 0.032 which is less than 0.05, and hence
the null hypothesis is rejected. The conclusion deriving from the above
analysis is that there is a statistically significant difference among the
customers having different income levels regarding the product preference
in using social media marketing.
INCOME AND CUSTOMER SATISFACTION OF USING SOCIAL MEDIA
MARKETING.

49
A one-way ANOVA test is conducted to see whether any significant difference
exists among customers having different income levels with regard to customer
satisfaction of using social media marketing.
H0: There is no significant difference among customers having different
income levels with regards to the customer satisfaction of using social
media marketing

49
HI: There is a significant difference among customers having different
income levels with regards to the customer satisfaction of using social
media marketing.

Table4.25IncomeandCustomersatisfactionofusingsocialmediamarketing.

INCOME DESCRIPTIVE LEVENE'S ANOVA TEST

STATISTICS TEST FOR
FOR EQUALITY OF
EQUALITY OF MEANS
VARIANCE
Mean SD F S8- F Sig.

15000— 27.208 4.43371 1.945 0.133 ().831 0.483

30000 3
30001- 24.250 4.27200
450()0 0
45001fi0000 26.200 6.7fi018
0
Above750()0 29.333 1.15470
3
(Source: primary data, n-60)

The mean difference is tested using One Way ANOVA. The p value for the
significance of equality of means is 0.483 which is greater than 0.05, and
hence the null hypothesis is accepted. The conclusion deriving from the
above analysis is that there is no statistically significant difference among
the customers having different income levels regarding the customer
satisfaction or using social media marketing.
Regression Analysis

Regression analysis was conducted to measure the influence of

50
customer's perception, social media platforms, product preference and
Customer satisfaction of respondents. The independent variables are
customer perception, Social media platforms and Product Preference
and dependent variable is Customer Satisfaction. The main objective of
regression analysis is to measure the variation in one variable (called
independent variable ) based on the variation in one or more other

50
dependent variable. If one or more independent variable is used to explain
the variation in a dependent variable, it is called regression model. The
output of multiple regression model is used to test the hypothesis. It is a
good practice to find the adjusted R square value because it explicitly takes
in to account the number of variables included in the model. Hence the
adjusted R square value is used for interpreting the results.

The impact of customer perception, Social media platforms and product

preference in social media marketing on customer satisfaction was
examined using multiple regression analysis.

REGRESSION ANALYSIS AND HYPOTHESES TESTING

The following hypothesis was formulated and tested to examine the impact
of Customers perception, Social media platforms and product preference in
social media marketing on customer Satisfaction.

*Consumer perception (HI)

* Social media platforms (H2)

* Product preference (H3)

*Customer Satisfaction

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HI: Customers perception about social media marketing have no significant
impact on
H2: Social media platforms in social media marketing have no significant
impact on customer satisfaction.

H3: Product Preference while using social media marketing have no impact on
customer satisfaction.

52
The impact of customer perception, Social media platforms and product
preference in social media marketing on customer satisfaction was
tested by considering customer satisfaction as a dependent variable
and customer perception, Social media platforms and product
preference in social media marketing as independent variables.
Durbin Watson test explains the autocorrelation between successive
observations in the data. If there is no autocorrelation the Durbin Watson
will be between 1.5 and 2.5. Table 4.26 clearly shows that the value of the
Durbin Watson test is 2.190 which indicates independence of observations.
The Multi-collinearity test explains the inter-correlation between the
variables and it can be examined through the Tolerance and Variance
Inflation Factor (VIF). The generally accepted rule is that tolerance should
be greater than 0.2 and VIF should be less than 5. The tolerance values range
from ().641 to 1.000 and VIF values ranges from 1.000 to 1.561 and
therefore it has concluded that a multi-collinearity problem has not been
observed. To test the proposed hypothesis, output of multiple regression
analysis is used. The regression model was formed following a step-wise
method in SPSS. Table 4.26 shows the model summary of multiple
regression analysis using step wise method.

MODEL R R SQUARE ADJUSTE STANDAR DURBIN

D R D ERROR WATSON
SQUARE OF THE
ESTIMAT
E
1 .723“ .523 .514 5.16365 2.190

2 .803b .645 .632 2.75283

53
(Source: SPSS output )

Dependent Variable : Patient Loyalty

a. Predictors: (Constant), product preference

b. Predictors:(Constant), product preference, consumer perception

R2 (R square) indicates the proportion of variance explained by the

regression model. It provides an estimate of the strength of the relationship
between the regression model and the independent variables. Here, the R2
values provide an idea regarding how much of the total variation in the
customer satisfaction (Dependent variable) can be explained by the
customer perception, social media platforms and product preference while
using social media marketing (Independent Variables). Table 4.26 shows
that 51.4 per cent of the variation (model1) on customer satisfaction is
explained by customer's perception alone. 63.2 per cent of the variation
(model 2) is explained by customer perception and product preference.
ANOVA table showing the regression model fit presented in Table 4.27
clearly shows that only two models are statistically significant at 5 per cent
significance level, i.e., customer perception and Social media platforms.
And it is clear that product Preference in using social media marketing is
not statistically significant at 5 per cent significance level

TABLE 4.27 ANOVA TABLE SHOWING THE REGRESSION

MODEL FIT — IMPACT OF SERVICE QUALITY DIMENSIONS
ON PATIENTS' LOYALTY

MODEL SUM DF MEAN F SIG.

SQUARE
OF
SQUAR
ES
1 Regressio fi35.428 1 635.428 fi3.4d8 .0()0b
54
 n
Residual
580.505 58 10.009
Total
1215.933 59

2 Regressio 783.983 2 391.991 51.727 .0()0c

n
Residual
431.95() 57 7.578
Total
1215.933 59

(Source. - SPSS Output)

*Significantat
5 percent level Dependent Variable:
Patient Loyalty
a. Predictors:(Constant), product Preference

b. Predictors:(Constant), product Preference, consumer perception

The F value is an indicator of how well the regression equation fits the data
or predicts the dependent variable Patient loyalty. Since all the F values are
statistically significant at .05 level, this regression model significantly
predicts the independent or outcome variable customer satisfaction. Table
4.28 exhibits the beta values, t values and significance values of
independent variables.

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 TABLE 4.28 COEFFICIENTS — SIGNIFICANCE OF CUSTOMER
PERCEPTION, PRODUCT PREFERENCE IN SOCIAL MEDIA
MARKETING ON CUSTOMER SATISFACTION

Model Dimensions Beta t Sig. Tolerance VIF

1 (Constant) 4.344 .000 1.000 1.000

Product .917 7.968 .000

Preference

2 (Constant) .697 .489 .641 1.561

Product .585 4.674 .000 .641 1.561

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 Preference .604 4.425 .000

Consu
mer
percept
io n
Significantat 5 percent level

Among the three independent variables viz., customer perception,

Social media plat forms and product preference, Product Preference (t
= 4.674, p = 0.000) and Consumer perception (t = 4.428,p=0.000) are
statistically significantat 5 percent significance level and hence the
hypothesis 2 (H2) is rejected. Thus, the customer perception and
product preference have significant effect on customer satisfaction.
From the analysis it is also clear that the Social media platforms is not
statistically significant at 5 per cent significance level and hence the
hypothesis 1(HI) and hypothesis 3(H3) is accepted. Which means the
Social media platforms while using social media marketing have no
significant impact on customer satisfaction.

The beta coefficient (b) determines whether the contribution of

customer perception, product preference and problems faced in social
commerce to customer satistaction is statistically significant. If the
value of Beta is higher, it indicated a greater effect of the independent
variable on the dependent variable. Among the Independent Variables
consumer perception has the highest beta coefficient (b=.604) and it is
concluded that it has a greater effect on the customer satisfaction in
social commerce. The other independent variable product preference
contribution is (b = 0.585)

55
 CHAPTER V
FINDINGS, SUGGESTIONS AND CONCLUSION
This chapter deals with the findings of the study and suggestions on influence
of social media marketing on buying behaviour of fashion products in
connection with the consumer perception, social media platforms, product
preference and customer satisfaction in social media platforms. This study will
be useful to understand the customer behaviour and to enable innovations and
upgradations in social media marketing. It helps the social media marketers to
create and explore new opportunities of social Media marketing and to improve
customers satisfaction. The study is also useful in understanding existence of
variance in customers perception, social media platforms, product preference
and consumer satisfaction in social media marketing.

FINDINGS
1 Out of the total 60 respondents,60.0 percentage of the respondents
are female (36) and 40.0 percentage of the respondents are male
(24). Most of the respondents are female.

2 Out of the total respondents taken for study, 81.7 percentage of the
respondents are having the age between 21-25 years (49), 10.0
percentage of respondents are having age between 26-30(6) and 8.3
percentage of respondents are having age between 18-20(5). Most of
the respondents are having age between 21-25.Years.

3 Out of the total 60 respondents, 60. Percentage of the respondents are students
(36), 33.3 percentage of the respondents are employees (20) and 3.3
percentage of the respondents are both self employed (2) and unemployed (2).
Most of the respondents are students.

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