Page 915 - MARSIUM'21 COMP OF PAPER

916 Tan Yi Ting & Dr Adaviah (2022)
What kind of frozen Frozen ready meals 53 31.20
food do you often buy at Frozen meat and poultry 33 19.40
Restaurant Vegetarian Frozen fish 17 10
S.I. Jin Wei? Frozen dim sum 26 15.30
Frozen snack-based products 41 24.10
How often do you buy Everyday 3 1.80
the frozen foods at Once per week 70 41.20
Restaurant Vegetarian Once per month 92 54.10
S.I. Jin Wei? Others: 5 2.90
The price range of RM 10 and below 34 20
frozen food at the last RM 11 - RM 20 80 47.10
time you bought? RM 21 - RM 30 30 17.60
RM 31 - RM 40 9 5.30
RM 41 and above 17 10
The price range of I expect it will increase 82 48.20
frozen food you I expect it will decrease 7 4.10
expected in the next 3 I expect it will remain the same 81 47.60
months? Others: 0 0

4.2 DESCRIPTIVE ANALYSIS

Descriptive analysis, beginning stage of statistical analysis in SPSS software. It can help to explain the
main characteristics of the respondents' data set. Respondents’ demographic profile data such as
gender, age, ethnicity, monthly income, type of frozen foods, buying frequency and price range on
the last purchase as well as expected price range in the next future can be analyzed by using descriptive
analysis methods. The results of summary data will be presented in either table format, chart format or
histogram format for an easy explanation (Mellinger, 2016).

4.3 NORMALITY TEST

Score measurement for each variable can be done through normality test (Sekaran, Bougie 2010).
These scores should be normally distributed on the dependent variable scores expected in order to
minimize redundancy. The normality test also includes the measurement of skewness and kurtosis and
it is measured by SPSS technique. Hair et al. (2010 highlighted that the data can be considered normally
distributed if the p-value of each item is between -2 to +2 for Skewness test and is between
-7 to +7 for Kurtosis test. Therefore, it can be concluded that the data sets in this study were
normally distributed.
Table 4.4 Normality Test
Descriptive Analysis
Variable Skewness Kurtosis
N Statistic Std Statistic Std
Error Error
Price History 170 -1.102 .186 1.460 .370
Store Visit History 170 -.936 .186 1.046 .370
Customer Characteristics 170 -1.374 .186 2.360 .370
Store Environment 170 -.734 .186 .763 .370
Product Category 170 -.984 .186 .831 .370
Customer Purchase Intention 170 -1.325 .186 1.580 .370

4.4 RELIABILITY TEST

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