Customer Behaviour and E-commerce Adoption
Added on 2020-02-05
25 Pages6395 Words202 Views
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Study on the customer behaviouralinfluence on the critical success factors ofHewlett-Packard
TABLE OF CONTENTSRESULT AND FINDINGS.............................................................................................................1Frequency distribution.....................................................................................................................1Reliability test on collected data......................................................................................................2Correlation of importance level in purchase decision.....................................................................2Factor analysis of respondents who influence customer’s purchase...............................................5Correlation of agreeing HP’s services and Values..........................................................................7Identification of significant influencing factors (through Descriptive Analysis) to purchasingdecision............................................................................................................................................9Descriptive statistics................................................................................................................9Ranking of Correlation of Paying more for HP Products..............................................................11Chi-Squared Analysis of product and service satisfaction level affects customers’ repurchasingand recommending to friends decision..........................................................................................12Verification of Hypotheses............................................................................................................13Recommendations..........................................................................................................................15Motivating Consumer Buying Behaviour......................................................................................15Improving Consumer’s Involvement.............................................................................................16Customer Satisfaction....................................................................................................................17Conclusion.....................................................................................................................................17Limitation and future scope of the research..................................................................................18references.......................................................................................................................................19
LIST OF TABLESTable 1: Frequency distribution of customers on the basis of gender.............................................1Table 2: Frequency distribution of customers on the basis of age..................................................1Table 3: Frequency distribution of customers on the basis of monthly income..............................2Table 4: Reliability Test (Cronbach's Alpha)..................................................................................2Table 5: Correlation of importance level in purchase decision.......................................................3Table 6: Communality matrix..........................................................................................................5Table 7: Variance explained............................................................................................................5Table 8: Component Matrix.............................................................................................................6Table 9: Correlation of agreeing HP’s services and Values............................................................7Table 10: Descriptive statistics of level of influence on purchase decision of HP laptop...............9Table 11: Descriptive Statistics of services of HP........................................................................10Table 12: Ranking of Correlation of Paying more for HP Products..............................................11Table 13: Tabulated value of Chi Square test................................................................................12Table 14: Chi Square test...............................................................................................................12
EXECUTIVE SUMMARYFor determining critical success factors and understanding buying behavior of customers of HPresearcher has used different tools and techniques. Therefore, for analyzing data researcher hasused Correlation coefficient analysis, Factor analysis, descriptive statistics and chi square test,etc. All these statistical methods have helped in getting suitable findings for attaining aim andobjectives of the investigation. Findings of the investigation has concluded that there are numberof factors which can influence customers behavior at the time of purchasing products andservices of HP these factors are social, cultural, environmental. Psychological and personal.Along with this, quality and features of the products can influence the brand loyalty of theorganization. So, organization needs to increase the involvement of customer because level ofsatisfaction influence the purchase decision in positive manner. So, for motivating customers HPneeds to provide appropriate purchase value to customers as well as encourage customers togiven their review on internet. Along with this, as per the study campaign and ECRM areappropriate strategies for increasing involvement of customers. For raising satisfaction level HPshould focus on customized products and post purchase services. 4| P a g e
RESULT AND FINDINGSResearch has used statistical analysis for examining collected facts and figures ineffective manner. There are number of tools which have applied by author for resolving researchissues (Mitchell and Chaudhury, 2014). These include frequency distribution, correlationanalysis, factor analysis and chi square test, etc. Frequency distributionFindings of the frequency distribution have reflected that female consumers aged from 41to 50 years along with 51 to 60 years old are major consumer of HP who purchase HP productsand services on regular basis. Monthly income of these customers is $5,001 – $7,000. Level ofincome plays important role in influencing buying decisions of customers of HP. So, by usingappropriate strategy for attracting customers HP can get high success in future. Along with this,data analysis has also shown that most of the customers are using HP products from long yearswhich has revealed that customer’s loyalty is one of the major factor for Hewlett-Packard forgetting success (Sakas, Drivas and Kavoura, 2015). Table 1: Frequency distribution of customers on the basis of genderQ1a. GenderFrequencyPercentValid PercentCumulative PercentValid04545.045.045.015555.055.0100.0Total100100.0100.0Table 2: Frequency distribution of customers on the basis of ageQ1b. AgeFrequencyPercentValid PercentCumulative PercentValid122.02.02.0277.07.09.033333.033.042.044242.042.084.051616.016.0100.0Total100100.0100.01| P a g e
Table 3: Frequency distribution of customers on the basis of monthly incomeQ1c. Monthly IncomeFrequencyPercentValid PercentCumulative PercentValid199.09.09.0288.08.017.032929.029.046.042727.027.073.052727.027.0100.0Total100100.0100.0Reliability test on collected dataInternal consistency of data can be measured by Cronbach's Alpha which is a statisticaltest. On the other hand, it is also considered as measure of scale reliability (Pérez and DelBosque, 2015). As per the standards, value of alpha (α) must be greater than 0.7. Researcher hasapplied Cronbach's Alpha for examining reliability of primary information. Table 4: Reliability Test (Cronbach's Alpha)Reliability StatisticsCronbach's AlphaN of Items.85161Above table has reflected that value of alpha for the current investigation is 0.851suggesting that sets of data have relatively high internal consistency. Including this, it has alsoreflected strong reliability of the collected data which has provided most reliable results forattaining aim and objectives in effective manner (Tong, Wong and Leung, 2013). Correlation of importance level in purchase decisionCorrelation coefficient can be defined as a measure which helps in determining linearassociation between two variables. Coefficient of correlation vary from -1 to +1. In which minussign represents the negative relationship between both attributes and plus sign indicates positiveassociation (Sousa and Voss, 2012). A correlation greater than 0.8 is generally described asstrong, whereas a correlation less than 0.5 is generally described as weak. Therefore, in thecurrent study researcher has applied correlation methods for determining relationship between2| P a g e
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