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(Wuensch, 2009: 13-14). The method of choice in this study is the Pearson correlation coefficient because of its ability to not only determine the differences in the two factors' pattern of loadings, but also the differences (or similarities) in the magnitude of these loadings, even if dissimilarities exist in the factor loadings (Du Plessis, 2010: 121).
RESULTS The demographic profile of respondents is provided followed by quantitative analysis of data.
Demographic profile
The demographic profile of the respondents is shown in Figures 2 to 6. The respondents were classified according to their gender, income levels, geographic location, race and industry they are working in.
40%
Male Female
60%
FIGURE 2: GENDER PROFILE
Figure 2 simply depicts a split of 60/40 between male and female respondents. This indicated good representatively from both gender groups in South Africa and thus generated a more representative respondent profile in keeping with the South African gender demographic profile of 1.02 male per 1 female (StatsSA, 2010: 1).
1% 16% 17% <100k 36% 30%
100-250k 250-500k 500k-R1m >R1m
FIGURE 3: INCOME PER ANNUM
Figure 3 shows that just 17% of the respondents earned below R100 000 per annum. The remaining 83% earned from R100 000 to amounts exceeding R1 000 000. This indicated that respondents
A COMPARATIVE ANALYSIS OF BRAND LOYALTY OF COMMON HOUSEHOLD PRODUCTS 396