Marketing Stimuli Product, respondents answers to products they know and products they have used.
Count
Heritage
Flemish Dutch Total
yes 14 27 41
Known
Biotex no 48 35 83
Total 62 62 124
Count
Heritage
Flemish Dutch Total
yes 9 1 10
Known
Blan no 53 61 114
Total 62 62 124
Count
Heritage
Flemish Dutch Total
yes 11 9 20
Known
Sil no 51 53 104
Total 62 62 124
Count
Heritage
Flemish Dutch Total
yes 5 12 17
Known
Kruidvat no 57 50 107
Total 62 62 124
Count
Heritage
Flemish Dutch Total
yes 2 3 5
Known
Trekpl no 60 59 119
Total 62 62 124
Count
Heritage
Flemish Dutch Total
yes 56 61 117
Known
Vanish no 6 1 7
Total 62 62 124
Count
Heritage
Flemish Dutch Total
yes 5 3 8
Known Dr
Beckmann no 57 59 116
Total 62 62 124
Count
Heritage
Flemish Dutch Total
yes 3 0 3
Known
PL no 59 62 121
Total 62 62 124
Count
Heritage
Flemish Dutch Total
yes 9 11 20
Usage
Biotex no 53 51 104
Total 62 62 124
Count
Heritage
Flemish Dutch Total
yes 5 0 5
Usage
Blan no 57 62 119
Total 62 62 124
Count
Heritage
Flemish Dutch Total
yes 6 5 11
Usage
Sil no 56 57 113
Total 62 62 124
Count
Heritage
Flemish Dutch Total
yes 4 8 12
Usage
Kruidvat no 58 54 112
Total 62 62 124
Count
Heritage
Flemish Dutch Total
yes 1 0 1
Usage
Trekpl no 61 62 123
Total 62 62 124
Count
Heritage
Flemish Dutch Total
yes 49 46 95
Usage
Vanish no 13 16 29
Total 62 62 124
Count
Heritage
Flemish Dutch Total
yes 3 2 5
Usage Dr
Beckmann no 59 60 119
Total 62 62 124
Count
Heritage
Flemish Dutch Total
yes 3 0 3
Usage
PL no 59 62 121
Total 62 62 124
Marketing Stimuli Price, respondents answers to price perception.
Heritage * Price Crosstabulation Count
Price
reasonable
price
not reasonable
price Total
Flanders 29 31 60
Heritage
Netherlands 13 43 56
Total 42 74 116
Chi-Square Tests
Value df
Asymp. Sig.
(2-sided)
Exact Sig.
(2-sided)
Exact Sig.
(1-sided)
Pearson Chi-Square 7,913(b) 1 ,005
Continuity
Correction(a) 6,863 1 ,009
Likelihood Ratio 8,069 1 ,005
Fisher's Exact Test ,007 ,004
Linear-by-Linear
Association 7,844 1 ,005
N of Valid Cases 116
a Computed only for a 2x2 table
b 0 cells (,0%) have expected count less than 5. The minimum expected count is 20,28.
Symmetric Measures
Value Approx. Sig.
Nominal by Nominal Phi ,261 ,005
Cramer's V ,261 ,005
N of Valid Cases 116
a Not assuming the null hypothesis.
b Using the asymptotic standard error assuming the null hypothesis.
Marketing Stimuli Promotion, respondents answers to different kinds of promotion.
Count
Heritage
Flemish Dutch Total
yes 52 46 98
Bought
TV no 10 16 26
Total 62 62 124
Chi-Square Tests
Value df
Asymp. Sig.
(2-sided)
Exact Sig.
(2-sided)
Exact Sig.
(1-sided)
Pearson Chi-Square 1,752(b) 1 ,186
Continuity
Correction(a) 1,217 1 ,270
Likelihood Ratio 1,765 1 ,184
Fisher's Exact Test ,270 ,135
Linear-by-Linear
Association 1,738 1 ,187
N of Valid Cases 124
a Computed only for a 2x2 table
b 0 cells (,0%) have expected count less than 5. The minimum expected count is 13,00.
Symmetric Measures
Value Approx. Sig.
Nominal by Nominal Phi ,119 ,186
Cramer's V ,119 ,186
N of Valid Cases 124
a Not assuming the null hypothesis.
b Using the asymptotic standard error assuming the null hypothesis.
Count
Heritage
Flemish Dutch Total
yes 4 14 18
Bought Sales
folders no 58 48 106
Total 62 62 124
Chi-Square Tests
Value df
Asymp. Sig.
(2-sided)
Exact Sig.
(2-sided)
Exact Sig.
(1-sided)
Pearson Chi-Square 6,499(b) 1 ,011
Continuity
Correction(a) 5,264 1 ,022
Likelihood Ratio 6,829 1 ,009
Fisher's Exact Test ,020 ,010
Linear-by-Linear
Association 6,447 1 ,011
N of Valid Cases 124
a Computed only for a 2x2 table
b 0 cells (,0%) have expected count less than 5. The minimum expected count is 9,00.
Symmetric Measures
Value Approx. Sig.
Nominal by Nominal Phi -,229 ,011
Cramer's V ,229 ,011
N of Valid Cases 124
a Not assuming the null hypothesis.
b Using the asymptotic standard error assuming the null hypothesis.
Count
Heritage
Flemish Dutch Total
yes 7 21 28
Bought
On sale no 55 41 96
Total 62 62 124
Chi-Square Tests
Value df
Asymp. Sig.
(2-sided)
Exact Sig.
(2-sided)
Exact Sig.
(1-sided)
Pearson Chi-Square 9,042(b) 1 ,003
Continuity
Correction(a) 7,796 1 ,005
Likelihood Ratio 9,374 1 ,002
Fisher's Exact Test ,005 ,002
Linear-by-Linear
Association 8,969 1 ,003
N of Valid Cases 124
a Computed only for a 2x2 table
b 0 cells (,0%) have expected count less than 5. The minimum expected count is 14,00.
Symmetric Measures
Value Approx. Sig.
Nominal by Nominal Phi -,270 ,003
Cramer's V ,270 ,003
N of Valid Cases 124
a Not assuming the null hypothesis.
b Using the asymptotic standard error assuming the null hypothesis.
Count
Heritage
Flemish Dutch Total
yes 20 22 42
Bought
Heard no 42 40 82
Total 62 62 124
Chi-Square Tests
Value df
Asymp. Sig.
(2-sided)
Exact Sig.
(2-sided)
Exact Sig.
(1-sided)
Pearson Chi-Square ,144(b) 1 ,704
Continuity
Correction(a) ,036 1 ,850
Likelihood Ratio ,144 1 ,704
Fisher's Exact Test ,850 ,425
Linear-by-Linear
Association ,143 1 ,705
N of Valid Cases 124
a Computed only for a 2x2 table
b 0 cells (,0%) have expected count less than 5. The minimum expected count is 21,00.
Symmetric Measures
Value Approx. Sig.
Nominal by Nominal Phi -,034 ,704
Cramer's V ,034 ,704
N of Valid Cases 124
a Not assuming the null hypothesis.
b Using the asymptotic standard error assuming the null hypothesis.
Count
Heritage
Flemish Dutch Total
yes 5 1 6
Bought
Gift no 57 61 118
Total 62 62 124
Chi-Square Tests
Value df
Asymp. Sig.
(2-sided)
Exact Sig.
(2-sided)
Exact Sig.
(1-sided)
Pearson Chi-Square 2,802(b) 1 ,094
Continuity
Correction(a) 1,576 1 ,209
Likelihood Ratio 3,047 1 ,081
Fisher's Exact Test ,207 ,104
Linear-by-Linear
Association 2,780 1 ,095
N of Valid Cases 124
a Computed only for a 2x2 table
b 2 cells (50,0%) have expected count less than 5. The minimum expected count is 3,00.
Symmetric Measures
Value Approx. Sig.
Nominal by Nominal Phi ,150 ,094
Cramer's V ,150 ,094
N of Valid Cases 124
a Not assuming the null hypothesis.
b Using the asymptotic standard error assuming the null hypothesis.
Marketing Stimuli Place, respondents answers where they have purchased their last Oxi product.
Count
Heritage
Flemish Dutch Total
supermark
et 58 47 105
drugstore 2 14 16
bargain
shop 0 1 1
Place
gift 2 0 2
Total 62 62 124
RPlace * Heritage Crosstabulation Count
Heritage
Flemish Dutch Total
supermark
et 58 47 105
RPlace
other 4 15 19
Total 62 62 124
Chi-Square Tests
Value df
Asymp. Sig.
(2-sided)
Exact Sig.
(2-sided)
Exact Sig.
(1-sided)
Pearson Chi-Square 7,521(b) 1 ,006
Continuity
Correction(a) 6,216 1 ,013
Likelihood Ratio 7,937 1 ,005
Fisher's Exact Test ,011 ,006
Linear-by-Linear
Association 7,460 1 ,006
N of Valid Cases 124
a Computed only for a 2x2 table
b 0 cells (,0%) have expected count less than 5. The minimum expected count is 9,50.
Symmetric Measures
Value Approx. Sig.
Nominal by Nominal Phi ,246 ,006
Cramer's V ,246 ,006
N of Valid Cases 124
a Not assuming the null hypothesis.
b Using the asymptotic standard error assuming the null hypothesis.
Repurchase Count
Heritage
Flemish Dutch Total
not again buy Oxi
product 1 10 11
definitely buy different product brand
1 0 1
probably buy different product brand
9 4 13
probably buy same
product brand 29 45 74
Repurchase
definitely buy same
product brand 22 3 25
Total 62 62 124
Chi-Square Tests
Value df
Asymp. Sig.
(2-sided)
Pearson Chi-Square 28,186(a) 4 ,000
Likelihood Ratio 31,705 4 ,000
Linear-by-Linear
Association 11,034 1 ,001
N of Valid Cases
124
a 2 cells (20,0%) have expected count less than 5. The minimum expected count is ,50.
Symmetric Measures
Value Approx. Sig.
Nominal by Nominal Phi ,477 ,000
Cramer's V ,477 ,000
N of Valid Cases 124
a Not assuming the null hypothesis.
b Using the asymptotic standard error assuming the null hypothesis.
Frequency of purchase Count
Heritage
Flemish Dutch Total
once 14 16 30
twice 23 23 46
three times 14 14 28
four times 8 7 15
five times 2 2 4
Frequency
six times or
more 1 0 1
Total 62 62 124
RFrequency Count
Heritage
Flemish Dutch Total
three or less 51 53 104
RFrequency
four or more 11 9 20
Total 62 62 124
Chi-Square Tests
Value df
Asymp. Sig.
(2-sided)
Exact Sig.
(2-sided)
Exact Sig.
(1-sided)
Pearson Chi-Square ,238(b) 1 ,625
Continuity
Correction(a) ,060 1 ,807
Likelihood Ratio ,239 1 ,625
Fisher's Exact Test ,808 ,404
Linear-by-Linear
Association ,237 1 ,627
N of Valid Cases 124
a Computed only for a 2x2 table
b 0 cells (,0%) have expected count less than 5. The minimum expected count is 10,00.
Symmetric Measures
Value Approx. Sig.
Nominal by Nominal Phi -,044 ,625
Cramer's V ,044 ,625
N of Valid Cases 124
a Not assuming the null hypothesis.
b Using the asymptotic standard error assuming the null hypothesis.
Economic Stimuli Income Count
Heritage
Flemish Dutch Total
1000 till 5000 6 4 10
5001 till
10000 5 3 8
10001 till
15000 6 4 10
15001 till
20000 4 8 12
20001 till
25000 12 12 24
25001 till
30000 13 10 23
30001 till
35000 5 5 10
Income
meer dan
35001 11 16 27
Total 62 62 124
Chi-Square Tests
Value df
Asymp. Sig.
(2-sided)
Pearson Chi-Square 3,951(a) 7 ,785
Likelihood Ratio 3,994 7 ,781
Linear-by-Linear
Association 1,149 1 ,284
N of Valid Cases
124
a 2 cells (12,5%) have expected count less than 5. The minimum expected count is 4,00.
Symmetric Measures
Value Approx. Sig.
Nominal by Nominal Phi ,178 ,785
Cramer's V ,178 ,785
N of Valid Cases 124
a Not assuming the null hypothesis.
b Using the asymptotic standard error assuming the null hypothesis.
Demographic Stimuli size of the Household Count
Heritage
Flemish Dutch Total
Hh wc 1 person 10 10 20
Hh wc 2 persons 18 24 42
Hh with young
children 16 14 30
Hh with older
children 11 9 20
Household
Hh with young and
older children 7 5 12
Total 62 62 124
Chi-Square Tests
Value df
Asymp. Sig.
(2-sided)
Pearson Chi-Square 1,524(a) 4 ,822
Likelihood Ratio 1,529 4 ,822
Linear-by-Linear
Association ,801 1 ,371
N of Valid Cases
124
a 0 cells (,0%) have expected count less than 5. The minimum expected count is 6,00.
Symmetric Measures
Value Approx. Sig.
Nominal by Nominal Phi ,111 ,822
Cramer's V ,111 ,822
N of Valid Cases 124
a Not assuming the null hypothesis.
b Using the asymptotic standard error assuming the null hypothesis.
Demographic Stimuli Age group Count
Heritage
Flemish Dutch Total
15-24 10 7 17
25-34 18 24 42
35-44 15 14 29
45-55 14 10 24
Age group
56 and older 5 7 12
Total 62 62 124
Chi-Square Tests
Value df
Asymp. Sig.
(2-sided)
Pearson Chi-Square 2,421(a) 4 ,659
Likelihood Ratio 2,431 4 ,657
Linear-by-Linear
Association ,000 1 1,000
N of Valid Cases
124
a 0 cells (,0%) have expected count less than 5. The minimum expected count is 6,00.
Symmetric Measures
Value Approx. Sig.
Nominal by Nominal Phi ,140 ,659
Cramer's V ,140 ,659
N of Valid Cases 124
a Not assuming the null hypothesis.
b Using the asymptotic standard error assuming the null hypothesis.
Demographic Stimuli Education Count
Heritage
Flemish Dutch Total
primary school 3 1 4
secondary
school 34 28 62
higher
education 23 25 48
Education
university 2 8 10
Total 62 62 124
Chi-Square Tests
Value df
Asymp. Sig.
(2-sided)
Pearson Chi-Square 5,264(a) 3 ,153
Likelihood Ratio 5,566 3 ,135
Linear-by-Linear
Association 4,306 1 ,038
N of Valid Cases
124
a 2 cells (25,0%) have expected count less than 5. The minimum expected count is 2,00.
Symmetric Measures
Value Approx. Sig.
Nominal by Nominal Phi ,206 ,153
Cramer's V ,206 ,153
N of Valid Cases 124
a Not assuming the null hypothesis.
b Using the asymptotic standard error assuming the null hypothesis.
Appendix Ten: Results of Cultural Analysis SPSS
1.Crosstabulation Ideal product Uncertainty Avoidance
Ideal product
Universal
Surface
specific Stain specific Total
Flanders 45 3 14 62
Heritage
Netherlands 35 7 20 62
Total 80 10 34 124
Chi-Square Tests
Value df
Asymp. Sig. (2- sided)
Pearson Chi-Square 3,909(a) 2 ,142
Likelihood Ratio 3,963 2 ,138
Linear-by-Linear
Association 2,620 1 ,106
N of Valid Cases
124
a 0 cells (,0%) have expected count less than 5. The minimum expected count is 5,00.
Symmetric Measures
Value Approx. Sig.
Nominal by Nominal Phi ,178 ,142
Cramer's V ,178 ,142
N of Valid Cases 124
a Not assuming the null hypothesis.
b Using the asymptotic standard error assuming the null hypothesis.
2. Crosstabulation New product Uncertainty Avoidance
New product
Always buy Usually buy Often buy Never buy Total
Flanders 17 8 35 2 62
Heritage
Netherlands 5 17 32 8 62
Total 22 25 67 10 124
Chi-Square Tests
Value df
Asymp. Sig. (2- sided)
Pearson Chi-Square 13,520(a) 3 ,004
Likelihood Ratio 14,219 3 ,003
Linear-by-Linear
Association 4,608 1 ,032
N of Valid Cases
124
a 0 cells (,0%) have expected count less than 5. The minimum expected count is 5,00.
Symmetric Measures
Value Approx. Sig.
Nominal by Nominal Phi ,330 ,004
Cramer's V ,330 ,004
N of Valid Cases 124
a Not assuming the null hypothesis.
b Using the asymptotic standard error assuming the null hypothesis.
3. Crosstabulation Expert Uncertainty Avoidance
Expert
No, definitely
not Yes, maybe
Yes,
definitely Total
Flanders 1 42 19 62
Heritage
Netherlands 2 45 15 62
Total 3 87 34 124
Chi-Square Tests
Value df
Asymp. Sig. (2- sided)
Pearson Chi-Square ,907(a) 2 ,635
Likelihood Ratio ,915 2 ,633
Linear-by-Linear
Association ,848 1 ,357
N of Valid Cases
124
a 2 cells (33,3%) have expected count less than 5. The minimum expected count is 1,50.
Symmetric Measures
Value Approx. Sig.
Nominal by Nominal Phi ,086 ,635
Cramer's V ,086 ,635
N of Valid Cases 124
a Not assuming the null hypothesis.
b Using the asymptotic standard error assuming the null hypothesis.
1. Crosstabulation Buying decision Masculinity
responsibility
Mainly myself
Mainly someone
else Total
Flanders 53 9 62
Heritage
Netherlands 53 9 62
Total 106 18 124
Chi-Square Tests
Value df
Asymp. Sig. (2- sided)
Exact Sig.
(2-sided)
Exact Sig.
(1-sided)
Pearson Chi-Square ,000(b) 1 1,000
Continuity Correction(a) ,000 1 1,000
Likelihood Ratio ,000 1 1,000
Fisher's Exact Test 1,000 ,600
Linear-by-Linear
Association ,000 1 1,000
N of Valid Cases 124
a Computed only for a 2x2 table
b 0 cells (,0%) have expected count less than 5. The minimum expected count is 9,00.
Symmetric Measures
Value Approx. Sig.
Nominal by Nominal Phi ,000 1,000
Cramer's V ,000 1,000
N of Valid Cases 124
a Not assuming the null hypothesis.
b Using the asymptotic standard error assuming the null hypothesis.
2. Crosstabulation sharing responsibility Masculinity
Sharing responsibility
Yes, shared
No, not
shared Total
Flanders 14 48 62
Heritage
Netherlands 19 43 62
Total 33 91 124
Chi-Square Tests
Value df
Asymp. Sig. (2- sided)
Exact Sig.
(2-sided)
Exact Sig.
(1-sided)
Pearson Chi-Square 1,032(b) 1 ,310
Continuity Correction(a) ,661 1 ,416
Likelihood Ratio 1,035 1 ,309
Fisher's Exact Test ,417 ,208
Linear-by-Linear
Association 1,024 1 ,312
N of Valid Cases 124
a Computed only for a 2x2 table
b 0 cells (,0%) have expected count less than 5. The minimum expected count is 16,50.
Symmetric Measures
Value Approx. Sig.
Nominal by Nominal Phi -,091 ,310
Cramer's V ,091 ,310
N of Valid Cases 124
a Not assuming the null hypothesis.
b Using the asymptotic standard error assuming the null hypothesis.
3. Crosstabulation Brands Masculinity Count
Buy brands?
No brands
Sometimes brands, sometimes PL
Often brands
Always
brands Total
Flanders 0 13 27 22 62
Heritage
Netherlands 4 10 37 11 62
Total 4 23 64 33 124
Chi-Square Tests
Value df
Asymp. Sig. (2- sided)
Pearson Chi-Square 9,620(a) 3 ,022
Likelihood Ratio 11,244 3 ,010
Linear-by-Linear
Association 3,528 1 ,060
N of Valid Cases
124
a 2 cells (25,0%) have expected count less than 5. The minimum expected count is 2,00.
Symmetric Measures
Value Approx. Sig.
Nominal by Nominal Phi ,279 ,022
Cramer's V ,279 ,022
N of Valid Cases 124
a Not assuming the null hypothesis.
b Using the asymptotic standard error assuming the null hypothesis.
4. Crosstabulation Main reason for purchase Masculinity Count
Main reason for purchase?
Commercial on TV or sales
folder
On sale, low price
Heard of
others Gift Total
Flanders 50 2 6 4 62
Heritage
Netherlands 41 13 7 1 62
Total 91 15 13 5 124
Chi-Square Tests
Value df
Asymp. Sig. (2- sided)
Pearson Chi-Square 10,834(a) 3 ,013
Likelihood Ratio 11,910 3 ,008
Linear-by-Linear
Association ,183 1 ,669
N of Valid Cases
124
a 2 cells (25,0%) have expected count less than 5. The minimum expected count is 2,50.
Symmetric Measures
Value Approx. Sig.
Nominal by Nominal Phi ,296 ,013
Cramer's V ,296 ,013
N of Valid Cases 124
a Not assuming the null hypothesis.
b Using the asymptotic standard error assuming the null hypothesis.
