A Study of Pattern and Attitude of Customers in Online Marketing

A Study of Pattern and Attitude of Customers in Online
Marketing
1

Answer 1
A. Null hypothesis: Average spending on web pages searching in search of products was
equal for customers spending more or less than the median spend.
Alternate hypothesis: Average spending on web pages in search of products was
significantly different for customers spending more or less than the median spend. (Two-
tailed)
B. Null hypothesis: Customers’ attitudes towards the website and money they spend were
not related.
Alternate hypothesis: Customers’ attitudes towards the website and money they spend
were significantly correlated. (Two-tailed)
C. Null hypothesis: Average money spent on the website for purchase was equal for male
and female customers.
Alternate hypothesis: Average money spent on the website by females was significantly
greater than average money spent by male customers. (One-tailed/Right tailed)
D. Null hypothesis: Time spent on the website for purchase was not related to age of
customers.
Alternate hypothesis: Time spent on the website for purchase significantly decreased
with increase in age of customers. (One tailed)
2

Answer 2
Among 50 customers, males (N = 25) and females (N = 25) were equal in presence.
Average age of customers was 34.52 years (SD = 13.38), and a slight difference was noted
between average age of males (M = 33.72, SD = 13.47) and female customers (M = 35.32,
SD = 13.52). Median attitude (ordinal) of customers was 6 with IQR of 2.25. Gender wise
analysis revealed that median attitude of females (Mdn = 6, IQR = 2) was greater than that of
the males (Mdn = 5, IQR = 3.5). Average time spent on websites was approximately 10.40
minutes (SD = 11.26). Male customers were noted to spend considerable less time on an
average (M = 8.54, SD = 5.65) than females (M = 12.25, SD = 12.37) in online purchase.
Mean of average spending by customers was £ 7.41 (SD = 3.11), where mean of average
spending of females (M = 7.60, SD = 2.35) was slightly greater compared to that of male
customers (M = 7.22, SD = 3.77). Table 1 represents the detailed descriptive summary of the
data.
3

Table 1: Descriptive summary of customers’ attribute and demographics
Variables N M SD Mdn IQR SKEW KURT
Gender
Male Customers 25
Female Customers 25
Age
All Customers 50 34.52 13.38 35.00 21.75 0.35 -0.83
Male Customers 25 33.72 13.47 34.00 25.50 0.40 -0.92
Female Customers 25 35.32 13.52 35.00 19.00 0.33 -0.64
Attitude
All Customers 50 5.58 1.85 6.00 2.25 -0.29 -0.64
Male Customers 25 5.16 1.95 5.00 3.50 0.05 -0.84
Female Customers 25 6.00 1.68 6.00 2.00 -0.63 0.32
Time Spent (Minutes)
All Customers 50 10.40 11.26 8.10 5.10 3.17 11.50
Male Customers 25 8.54 9.93 7.10 5.65 3.68 15.53
Female Customers 25 12.25 12.37 8.40 8.70 3.02 11.04
Average Spend (£ )
All Customers 50 7.41 3.11 7.16 3.41 1.96 7.12
Male Customers 25 7.22 3.77 7.19 3.57 2.27 7.66
Female Customers 25 7.60 2.35 7.12 3.47 0.77 0.20
Answer 3
A. Independent sample t-test
B. Spearman’s rank correlation
C. Independent sample t-test
D. Pearson’s correlation
4