Data analysis report Assignment Example | Topics and Well Written Essays - 2000 words

Data analysis report - Assignment Example One of the considerations is the human belief on what the likely outcomes might be and how they may influence the decisions. The stronger the belief that the likely outcomes has an impact which is more favourable, the stronger the willingness/attitude to perform a certain behaviour. Another consideration is the expectations of others and how they might influence ones decisions. This boils down to peer pressure meaning that a certain age group may be influenced by another group, or rather, an individual in a certain age bracket may be influenced by what the other is the said group do. Further, the presence of certain factors which may have an impact on making the various decisions is another consideration taken into account. A combination of the above three considerations gives rise to behavioural intentions. According to Ajzen (1987; 1991; 2002; 2005 and 2008); Kimiecik (1992) and Beck and Ajzen (1991), the more favourable a certain attitude is and it’s accompanying social pre ssure, the stronger the intentions to make the decision. If a person has a personal control of the over the various behaviours, then it is assumed that he/she can perform or make decisions based on the availability of opportunities. However, as Beck and Ajzen (1991) puts it, changing only one belief has no sufficient evidence that attitude will change. Through their argument, a change in one belief may affect anticipated change in another belief. In support of Beck and Ajzen assertions, Godin (1993) believes that balancing the total aggregate of the three beliefs towards a positive direction is the only assurance of attitude change towards making a decision. To Madden, Ellen and Ajzen (1992), one can change the existing beliefs and which affect the implementation of certain behaviours by giving new information leading to the formation of new beliefs which are likely to tilt the balance towards certain behaviour. However, Madden, Ellen and Ajzen (1992) point out that the information given should be as accurate as possible and should be given to all without discrimination if a valid and reliable conclusion is to be made from the findings. This is so because, it is also possible to change believes by giving powerful false information relevant to the believes. This in the short term may produce a change which may not be felt in the long run. At last, the individuals retreat back to the original beliefs prior to the powerful false information. The other important factor is the understanding that the intentions may not always result into attitude change towards behaviour. In this regard, it is always important to link the two so that perceived outcomes can be properly linked producing results (Raats, Shepherd and Sparks 1993). Research Design To gain a deeper understanding of the roles of certain factors which influence the formation of consumer purchase intentions, a study was undertaken. A sample of 150 participants took part. 74 were from the UK while the remaini ng 76 were from Germany. The study data was collected using a questionnaire