Research for Marketing Decisions : Report

Added on - 05 Jun 2020

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Research for Marketing Decisions
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................3STATISTICAL FINDINGS............................................................................................................3CONCLUSION................................................................................................................................6APPENDIX......................................................................................................................................71...................................................................................................................................................72...................................................................................................................................................83.................................................................................................................................................104.................................................................................................................................................125.................................................................................................................................................136.................................................................................................................................................147. Regression..............................................................................................................................158. Regression..............................................................................................................................21
INTRODUCTIONDell, leading company which offers computers and laptops to the customers, hasconducted survey with the motive to get information about the views of target market regardingtheir products or services. Hence, through the means of questionnaire survey has been conductedby the researcher. In this, report will present the extent to which different variables pertaining tothe satisfaction level, recommendations and likelihood of choosing dell is associated with eachother. Besides this, it will also shed light on the factors that have significant influence on thesatisfaction level of customers.Research methodologyFor analyzing data set, gathered through the means of survey, statistical (SPSS) toolshave been applied by the researcher. Hence, by applying tool such as correlation, regression, onesample and independent sample t test hypotheses have been tested or evaluated.STATISTICAL FINDINGSHypothesis 1:Null hypothesis (H0): There is no significant relationship between the variables such as overallsatisfaction, recommendation, likelihood of choosing and demographic characteristics.Alternative hypothesis (H1):There is a significant relationship between the variables such asoverall satisfaction, recommendation, likelihood of choosing and demographic characteristics.By taking into account recoded variables it can be mentioned that overall satisfaction isthe main aspects which in turn have significant influence on customer’s decision makingregarding giving recommendations and likelihood pertaining to choosing the same. Thus, at thetime of taking marketing decisions and developing other strategies focus need to be placed oncustomer satisfaction.Hypothesis 2:
Null hypothesis (H0): There is no significant relationship between the variables such as pricesensitivity and income level.Alternative hypothesis (H1): There is a significant relationship between the variables such asprice sensitivity and income level.P value is less than 0.05 in the context of majority of variables so null hypothesis isaccepted. Only level of graduation is recognized as the main factor which in turn has influenceon customer’s decision making.Hypothesis 3:Null hypothesis (H0): There is no significant difference in the satisfaction level as per the qualityof computer system.Alternative hypothesis (H1): There is a significant difference in the satisfaction level as per thequality of computer system.Results of chi-square test present that satisfaction of the customers do not differ inaccordance with the quality. P value is 0.07 which in turn presents that null hypothesis isaccepted. Moreover, there are several others factors along with the quality such as price, featuresetc which in turn has significant impact on customer’s satisfaction.Hypothesis 4:Null hypothesis (H0): There is no significant difference in the likelihood in relation to choosingDell as per the features & designing of computer system.Alternative hypothesis (H1): There is a significant difference in the likelihood in relation tochoosing Dell as per the features & designing of computer system.Statistical results show that HO is true because p value is higher than the standard limitsuch as 0.05.Hypothesis 5:
Null hypothesis (H0): There is no significant difference in the mean values of variablesundertaken pertaining to giving order for computer system.Alternative hypothesis (H1): There is a significant difference in the mean values of variablesundertaken pertaining to giving order for computer system.Table, mentioned in appendix 5, pertaining t the independent sample t test shows thatsignificance value is 0.07 so null hypotheses is proved. Hence, statistical difference takes placebetween the concerned variables.Hypothesis 6:Null hypothesis (H0): There is no significant difference in the mean values of variables regardingquality and running of programs quickly.Alternative hypothesis (H1): There is a significant difference in the mean values of variablesregarding quality and running of programs quickly.Outcome of independent sample t test presents that p value is below the standard limitsuch as 0.05. This in turn shows that null hypothesis is appropriate.Hypothesis 7:Null hypothesis (H0):There is no statistical significant difference in the mean values of overallsatisfaction and other independent variables regarding products or services.Alternative hypothesis (H1):There is a statistical significant difference in the mean values ofoverall satisfaction and other independent variables regarding products or services.ANOVA table depicted in appendix clearly presents that p<0.05 which mean alternativehypothesis is false. On the basis of standard value such as 0.05 it can be mentioned that overallsatisfaction level of Dell’s customers are highly based on several factors such as prices, runningof programs time and quality of peripherals. Thus, for enhancing the level of customersatisfaction Dell should lay emphasis on quality of products and pricing aspects.Hypothesis 8:
Null hypothesis (H0):There is no statistical significant difference in the mean values oflikelihood pertaining to choosing dell and other independent variables regarding products orservices.Alternative hypothesis (H1):There is a statistical significant difference in the mean values oflikelihood pertaining to choosing dell and other independent variables regarding products orservices.By taking into account regression table mentioned in appendix 8, it can be depicted thatalternative hypothesis is accepted and other one rejected. On the basis of this, customer’slikelihood in relation to choosing dell is highly affected from ordering & delivery system,pricing, quality and technical feasibility. Thus, management team of Dell should develop policiesand other strategies by taking into account such aspects.CONCLUSIONBy summing up this report, it has been concluded that there are several factors which inturn places direct impact on satisfaction and likelihood of customers purchase in the context ofDell. It has found from investigation that pricing and quality of the products or services are themain factors which in turn closely influence satisfaction level of the customers. Besides this,satisfaction is the main factors which in turn entice decision making of customers regardingfuture purchase.
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