Customer Behaviour and E-commerce Adoption

This assignment delves into the complex realm of customer behavior within e-commerce. It examines various models used to understand customer adoption patterns, highlighting the influence of social commerce on this process. The impact of corporate social responsibility (CSR) on customer loyalty is also explored, considering the mediating roles of identification, emotions, and satisfaction. Furthermore, the assignment investigates how service charge transparency influences the relationship between CSR and customer behavior in the retail banking sector. Finally, it touches upon the use of anti-fraud technology to enhance customer experience in e-commerce.

Study on the customer behavioural
influence on the critical success factors of
Hewlett-Packard

TABLE OF CONTENTS
RESULT AND FINDINGS.............................................................................................................1
Frequency distribution.....................................................................................................................1
Reliability test on collected data......................................................................................................2
Correlation of importance level in purchase decision.....................................................................2
Factor analysis of respondents who influence customer’s purchase...............................................5
Correlation of agreeing HP’s services and Values..........................................................................7
Identification of significant influencing factors (through Descriptive Analysis) to purchasing
decision............................................................................................................................................9
Descriptive statistics................................................................................................................9
Ranking of Correlation of Paying more for HP Products..............................................................11
Chi-Squared Analysis of product and service satisfaction level affects customers’ repurchasing
and recommending to friends decision..........................................................................................12
Verification of Hypotheses............................................................................................................13
Recommendations..........................................................................................................................15
Motivating Consumer Buying Behaviour......................................................................................15
Improving Consumer’s Involvement.............................................................................................16
Customer Satisfaction....................................................................................................................17
Conclusion.....................................................................................................................................17
Limitation and future scope of the research..................................................................................18
references.......................................................................................................................................19

LIST OF TABLES
Table 1: Frequency distribution of customers on the basis of gender.............................................1
Table 2: Frequency distribution of customers on the basis of age..................................................1
Table 3: Frequency distribution of customers on the basis of monthly income..............................2
Table 4: Reliability Test (Cronbach's Alpha)..................................................................................2
Table 5: Correlation of importance level in purchase decision.......................................................3
Table 6: Communality matrix..........................................................................................................5
Table 7: Variance explained............................................................................................................5
Table 8: Component Matrix.............................................................................................................6
Table 9: Correlation of agreeing HP’s services and Values............................................................7
Table 10: Descriptive statistics of level of influence on purchase decision of HP laptop...............9
Table 11: Descriptive Statistics of services of HP........................................................................10
Table 12: Ranking of Correlation of Paying more for HP Products..............................................11
Table 13: Tabulated value of Chi Square test................................................................................12
Table 14: Chi Square test...............................................................................................................12

EXECUTIVE SUMMARY
For determining critical success factors and understanding buying behavior of customers of HP
researcher has used different tools and techniques. Therefore, for analyzing data researcher has
used 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 and
objectives of the investigation. Findings of the investigation has concluded that there are number
of factors which can influence customers behavior at the time of purchasing products and
services 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 the
organization. So, organization needs to increase the involvement of customer because level of
satisfaction influence the purchase decision in positive manner. So, for motivating customers HP
needs to provide appropriate purchase value to customers as well as encourage customers to
given their review on internet. Along with this, as per the study campaign and ECRM are
appropriate strategies for increasing involvement of customers. For raising satisfaction level HP
should focus on customized products and post purchase services.
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RESULT AND FINDINGS
Research has used statistical analysis for examining collected facts and figures in
effective manner. There are number of tools which have applied by author for resolving research
issues (Mitchell and Chaudhury, 2014). These include frequency distribution, correlation
analysis, factor analysis and chi square test, etc.
Frequency distribution
Findings of the frequency distribution have reflected that female consumers aged from 41
to 50 years along with 51 to 60 years old are major consumer of HP who purchase HP products
and services on regular basis. Monthly income of these customers is $5,001 – $7,000. Level of
income plays important role in influencing buying decisions of customers of HP. So, by using
appropriate 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 years
which has revealed that customer’s loyalty is one of the major factor for Hewlett-Packard for
getting success (Sakas, Drivas and Kavoura, 2015).
Table 1: Frequency distribution of customers on the basis of gender
Q1a. Gender
Frequency Percent Valid Percent Cumulative Percent
Valid
0 45 45.0 45.0 45.0
1 55 55.0 55.0 100.0
Total 100 100.0 100.0
Table 2: Frequency distribution of customers on the basis of age
Q1b. Age
Frequency Percent Valid Percent Cumulative Percent
Valid
1 2 2.0 2.0 2.0
2 7 7.0 7.0 9.0
3 33 33.0 33.0 42.0
4 42 42.0 42.0 84.0
5 16 16.0 16.0 100.0
Total 100 100.0 100.0
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Table 3: Frequency distribution of customers on the basis of monthly income
Q1c. Monthly Income
Frequency Percent Valid Percent Cumulative Percent
Valid
1 9 9.0 9.0 9.0
2 8 8.0 8.0 17.0
3 29 29.0 29.0 46.0
4 27 27.0 27.0 73.0
5 27 27.0 27.0 100.0
Total 100 100.0 100.0
Reliability test on collected data
Internal consistency of data can be measured by Cronbach's Alpha which is a statistical
test. On the other hand, it is also considered as measure of scale reliability (Pérez and Del
Bosque, 2015). As per the standards, value of alpha (α) must be greater than 0.7. Researcher has
applied Cronbach's Alpha for examining reliability of primary information.
Table 4: Reliability Test (Cronbach's Alpha)
Reliability Statistics
Cronbach's Alpha N of Items
.851 61
Above table has reflected that value of alpha for the current investigation is 0.851
suggesting that sets of data have relatively high internal consistency. Including this, it has also
reflected strong reliability of the collected data which has provided most reliable results for
attaining aim and objectives in effective manner (Tong, Wong and Leung, 2013).
Correlation of importance level in purchase decision
Correlation coefficient can be defined as a measure which helps in determining linear
association between two variables. Coefficient of correlation vary from -1 to +1. In which minus
sign represents the negative relationship between both attributes and plus sign indicates positive
association (Sousa and Voss, 2012). A correlation greater than 0.8 is generally described as
strong, whereas a correlation less than 0.5 is generally described as weak. Therefore, in the
current study researcher has applied correlation methods for determining relationship between
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purchase decision of customers and different influential factors. So, calculation of correlation
coefficient is as follows:
Table 5: Correlation of importance level in purchase decision
Correlations
Q3a.
Level of
influence
of yourself
on
purchase
decision of
HP laptop
Q3b.
Level of
influence
of friends
on
purchase
decision of
HP laptop
Q3c.
Level of
influence
of family
members
on
purchase
decision of
HP laptop
Q3d.
Level of
influence
of spouse
on
purchase
decision of
HP laptop
Q3e. Level
of influence
of celebrity
endorsement
on purchase
decision of
HP laptop
Q3f.
Level of
influence
of
marketing
technique
on
purchase
decision of
HP laptop
Q3g.
Level of
influence
of sales
person on
purchase
decision of
HP laptop
Q3a. Level of
influence of
yourself on
purchase decision
of HP laptop
Pearson
Correlation 1 .147 .065 .210* -.267** -.098 -.065
Sig. (2-tailed) .145 .522 .036 .007 .333 .520
N 100 100 100 100 100 100 100
Q3b. Level of
influence of friends
on purchase
decision of HP
laptop
Pearson
Correlation .147 1 .780** .568** .392** .339** .271**
Sig. (2-tailed) .145 .000 .000 .000 .001 .006
N 100 100 100 100 100 100 100
Q3c. Level of
influence of family
members on
purchase decision
of HP laptop
Pearson
Correlation .065 .780** 1 .671** .367** .190 .235*
Sig. (2-tailed) .522 .000 .000 .000 .059 .019
N 100 100 100 100 100 100 100
Q3d. Level of
influence of spouse
on purchase
decision of HP
laptop
Pearson
Correlation .210* .568** .671** 1 .329** .313** .322**
Sig. (2-tailed) .036 .000 .000 .001 .002 .001
N 100 100 100 100 100 100 100
Q3e. Level of
influence of
celebrity
endorsement on
Pearson
Correlation -.267** .392** .367** .329** 1 .682** .551**
Sig. (2-tailed) .007 .000 .000 .001 .000 .000
N 100 100 100 100 100 100 100
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purchase decision
Q3f. Level of
influence of
marketing
technique on
purchase decision
of HP laptop
Pearson
Correlation -.098 .339** .190 .313** .682** 1 .585**
Sig. (2-tailed) .333 .001 .059 .002 .000 .000
N 100 100 100 100 100 100 100
Q3g. Level of
influence of sales
person on purchase
decision of HP
laptop
Pearson
Correlation -.065 .271** .235* .322** .551** .585** 1
Sig. (2-tailed) .520 .006 .019 .001 .000 .000
N 100 100 100 100 100 100 100
*. Correlation is significant at the 0.05 level (2-tailed).
**. Correlation is significant at the 0.01 level (2-tailed).
As per the findings of the literature there are number of factors and attributes which can
influence the purchase decisions of customers. Above calculation of correlation has reflected that
these factors have positive as well as negative association (Persson, 2013). Correlation
coefficients have reflected that there are no strong relationship between all attributes. Value of
correlation coefficient for influence level of friends and purchase decision of customers is 0.147.
It has reflected that friends have positive influence on customer’s decision to buy HP products
but association between both variable is very weak. So, importance level of friends on purchase
decision is very low. Similarly, 0.65 and 0.210 are also considered as a weak but positive
influence on purchase decision of consumers of HP. But on the other hand, coefficient of
correlation between purchase decision and celebrity endorsement; marketing techniques and
sales person are negative. Coefficient between purchase decision and celebrity endorsement is
-.267. It shows that celebrity marketing can decline the attraction level of customers towards the
HP products. So, importance of celebrity endorsement is very low. Calculation table of
correlation has also shown that sales personals of HP are also not important for influencing
customer’s decision. Therefore, Correlation coefficient has reflected that friends, family and
spouse can influence the purchase decision of customers at the time of buying HP laptop but in
limited manner (Frow, Payne, Wilkinson and Young, 2015). On the other hand, celebrity
promotion, marketing techniques and sales person have very low negative influence on
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customers. So, level of importance is different for each and every factor but all these factors do
not have high influence on buying behaviour and decision of customers of Hewlett-Packard.
Factor analysis of respondents who influence customer’s purchase
Table 6: Communality matrix
Communalities
Initial Extraction
Q3a. Level of influence of yourself on purchase decision of HP laptop 1.000 .421
Q3b. Level of influence of friends on purchase decision of HP laptop 1.000 .763
Q3c. Level of influence of family members on purchase decision of HP
laptop
1.000 .782
Q3d. Level of influence of spouse on purchase decision of HP laptop 1.000 .709
Q3e. Level of influence of celebrity endorsement on purchase decision of
HP laptop
1.000 .788
Q3f. Level of influence of marketing technique on purchase decision of
HP laptop
1.000 .715
Q3g. Level of influence of sales person on purchase decision of HP laptop 1.000 .600
Table 7: Variance explained
Total Variance Explained
Component
Initial Eigenvalues
Extraction Sums of Squared
Loadings
Total
% of
Varianc
e
Cumulativ
e % Total
% of
Varianc
e
Cumulativ
e %
1 3.205 45.787 45.787 3.205 45.787 45.787
2 1.574 22.482 68.269 1.574 22.482 68.269
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3 .895 12.784 81.053
4 .476 6.803 87.857
5 .406 5.803 93.660
6 .287 4.096 97.756
7 .157 2.244 100.000
Extraction Method: Principal Component Analysis.
Table 8: Component Matrix
Component Matrixa
Component
1 2
Q3a. Level of influence of yourself on purchase decision of HP laptop .003 .649
Q3b. Level of influence of friends on purchase decision of HP laptop .779 .396
Q3c. Level of influence of family members on purchase decision of HP laptop .755 .460
Q3d. Level of influence of spouse on purchase decision of HP laptop .738 .406
Q3e. Level of influence of celebrity endorsement on purchase decision of HP
laptop
.753 -.469
Q3f. Level of influence of marketing technique on purchase decision of HP
laptop
.697 -.480
Q3g. Level of influence of sales person on purchase decision of HP laptop .657 -.411
Extraction Method: Principal Component Analysis.
a. 2 components extracted.
Findings of the factor analysis have reflected that marketing techniques and celebrity
endorsement had the highest percentage of 97.75% and 93.66% of impact on purchase decisions
of customers of HP. Spouse and family had 87.85% and 81.05% respectively. Friendless could
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also influence the buying decision of customers at 68.26%. Customers could stimulus by
themselves at lowest level which was 45.78%. Overall, factor analysis has extracted two major
factors which can have influence on purchase decision of customers of HP either positive or
negative and these are celebrity endorsement and marketing techniques because these factors can
create question mark on quality of Hewlett-Packard laptop (Holman, 2015). So, organization
needs to use these factors in limits.
Correlation of agreeing HP’s services and Values
Hewlett-Packard provides number of features and services to its customers. So, for
attaining research objectives in effective manner researcher wants to determining relationship
between customer’s decision and HP’s services and values (Haben and et.al, 2013). Regarding
this author has applied correlation method.
Table 9: Correlation of agreeing HP’s services and Values
Correlations
Q5a.
Weig
ht
Q5b.
Scre
en
size
Q5c
.
CP
U
spee
d
Q5d
.
RA
M
size
Q5e.
HDD/S
SD
storage
capacity
Q5f.
Keyboa
rd and
Touchp
ad feel
Q5g.
Heat
dissipati
on
Q5h.
Exteri
or
aesthe
tic
appeal
Q5i.
Packagi
ng
Q5j.
Valu
e for
mon
ey
Q5k.
Produc
t
reliabil
ity and
durabil
ity
Q5a.
Weight
Pearson
Correlati
on
1 .312*
*
.351
**
.279
**
.196 .225* .367** -.002 .164 .408*
*
.432**
Sig. (2-
tailed)
.002 .000 .005 .050 .024 .000 .985 .102 .000 .000
N 100 100 100 100 100 100 100 100 100 100 100
Q5b.
Screen
size
Pearson
Correlati
on
.312*
*
1 .591
**
.622
**
.503** .191 .173 .106 .363** .381*
*
.153
Sig. (2-
tailed)
.002 .000 .000 .000 .057 .086 .295 .000 .000 .128
N 100 100 100 100 100 100 100 100 100 100 100
Q5c.
CPU
speed
Pearson
Correlati
on
.351*
*
.591*
*
1 .800
**
.641** .307** .400** .008 .390** .497*
*
.424**
Sig. (2-
tailed)
.000 .000 .000 .000 .002 .000 .934 .000 .000 .000
N 100 100 100 100 100 100 100 100 100 100 100
Q5d.
RAM
size
Pearson
Correlati
on
.279*
*
.622*
*
.800
**
1 .797** .466** .430** -.010 .360** .358*
*
.404**
Sig. (2-
tailed)
.005 .000 .000 .000 .000 .000 .924 .000 .000 .000
N 100 100 100 100 100 100 100 100 100 100 100
Q5e. Pearson .196 .503* .641 .797 1 .539** .411** -.003 .325** .313* .384**
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HDD/S
SD
storage
capacity
Correlati
on
* ** ** *
Sig. (2-
tailed)
.050 .000 .000 .000 .000 .000 .974 .001 .002 .000
N 100 100 100 100 100 100 100 100 100 100 100
Q5f.
Keyboa
rd and
Touchp
ad feel
Pearson
Correlati
on
.225* .191 .307
**
.466
**
.539** 1 .513** .007 .407** .353*
*
.524**
Sig. (2-
tailed)
.024 .057 .002 .000 .000 .000 .947 .000 .000 .000
N 100 100 100 100 100 100 100 100 100 100 100
Q5g.
Heat
dissipati
on
Pearson
Correlati
on
.367*
*
.173 .400
**
.430
**
.411** .513** 1 .086 .455** .563*
*
.669**
Sig. (2-
tailed)
.000 .086 .000 .000 .000 .000 .394 .000 .000 .000
N 100 100 100 100 100 100 100 100 100 100 100
Q5h.
Exterior
aestheti
c appeal
Pearson
Correlati
on
-.002 .106 .008 -.01
0
-.003 .007 .086 1 .101 .108 .086
Sig. (2-
tailed)
.985 .295 .934 .924 .974 .947 .394 .316 .283 .397
N 100 100 100 100 100 100 100 100 100 100 100
Q5i.
Packagi
ng
Pearson
Correlati
on
.164 .363*
*
.390
**
.360
**
.325** .407** .455** .101 1 .454*
*
.318**
Sig. (2-
tailed)
.102 .000 .000 .000 .001 .000 .000 .316 .000 .001
N 100 100 100 100 100 100 100 100 100 100 100
Q5j.
Value
for
money
Pearson
Correlati
on
.408*
*
.381*
*
.497
**
.358
**
.313** .353** .563** .108 .454** 1 .659**
Sig. (2-
tailed)
.000 .000 .000 .000 .002 .000 .000 .283 .000 .000
N 100 100 100 100 100 100 100 100 100 100 100
Q5k.
Product
reliabilit
y and
durabilit
y
Pearson
Correlati
on
.432*
*
.153 .424
**
.404
**
.384** .524** .669** .086 .318** .659*
*
1
Sig. (2-
tailed)
.000 .128 .000 .000 .000 .000 .000 .397 .001 .000
N 100 100 100 100 100 100 100 100 100 100 100
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).
Calculation of this statistical analysis has reflected that Weight, Screen size, CPU speed,
RAM size, HDD/SSD storage capacity, Keyboard and Touchpad feel, Exterior aesthetic appeal
and Packaging are some important features of HP laptop which have positive influence on
purchase decision of customers of HP laptop (Daunt and Harris, 2012). Similarly, Heat
dissipation has strong and positive relation with product reliability and durability because
correlation coefficient of both variables is 0.669. It has reflected that heat dissipation has positive
relation with product reliability and durability and which has direct impact on customer’s
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purchase decision. Along with this, as per the correlation coefficient reliable and durable laptops
can increase the value of money for customers of HP because coefficient of correlation of these
variables is 0.659. In addition, Heat dissipation is also one of the important feature of HP laptop
which can augment the value of money for each customer (Zolkiewski, 2012). Overall, heath
dissipation, value for money, reliability and durability are important features and services of HP
which have appropriate value to its customers and can influence the purchase decisions also.
Identification of significant influencing factors (through Descriptive Analysis) to purchasing
decision
Descriptive statistics
Descriptive statistics are generally used by researcher for summarizing and describing
data of survey methodology, experimental and historical records. Researcher has used customer
survey methodology for collecting primary data about the customer’s purchase decision. So, for
summarizing these facts and figures in effective manner author has applied descriptive statistics
(Čavoški and Marković, 2015). Findings of the descriptive statistics have included mean and
standard deviation of the collected data.
Table 10: Descriptive statistics of level of influence on purchase decision of HP laptop
Descriptive Statistics
N
Minimu
m
Maximu
m
Mea
n
Std.
Deviatio
n
Q3a. Level of influence of yourself on purchase decision of HP
laptop
100 2 5 4.39 .751
Q3b. Level of influence of friends on purchase decision of HP
laptop
100 1 5 3.51 .927
Q3c. Level of influence of family members on purchase decision
of HP laptop
100 1 5 3.39 .994
Q3d. Level of influence of spouse on purchase decision of HP
laptop
100 1 5 3.38 .972
Q3e. Level of influence of celebrity endorsement on purchase
decision of HP laptop
100 1 5 2.68 .984
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Q3f. Level of influence of marketing technique on purchase
decision of HP laptop
100 1 5 3.00 .964
Q3g. Level of influence of sales person on purchase decision of
HP laptop
100 1 5 3.18 1.038
Valid N (listwise) 100
According to the above table of descriptive statistics mean value of responses of
participants for level of influence of yourself on purchase decision of HP laptop is 4.39 and
standards deviation is 0.751. It means all customers can influence by the involvement of
themselves at the time of purchasing HP products. Mean value of this attribute can be fluctuate
by 0.751 it means level of influence will remain for this aspect (Ariffin, Bibon and Abdullah,
2012). As per the descriptive statists mean value for most of the variables was 3 which has
reflected that level of involvement of some persons are neutral at the time of purchasing
decisions of customers. According to the above table mean value of level of influence of friends,
family members, spouse, celebrity endorsement, marketing techniques and sales persons were
3.51, 3.39, 3.38, 2.68, 3.00 and 3.18 respectively. So, involvement of all these members does not
affect the purchase decision of customers of HP laptop. Therefore, descriptive statistics has
reflected that Consumer’s involvement level influences buying behaviour towards the purchasing
of Hewlett-Packard laptop (Bassiouni and Hackley, 2014).
As per the objectives of the current investigation author wanted to determine the
influence of customer’s purchase decision towards the customer service facility of HP. So,
author has included some important question in questionnaire survey of consumers. Descriptive
statistics of collected data is as follows:
Table 11: Descriptive Statistics of services of HP
Descriptive Statistics
N
Minimu
m
Maximu
m
Mea
n
Std.
Deviatio
n
Q4a. Buying from retail outlet is preferred 100 2 5 3.84 .762
Q4b. Buying at roadshow or exhibition is preferred 100 2 5 3.77 .802
Q4c. Buying from online store is preferred 100 1 5 3.07 .913
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Q4d. Sales staff has good product knowledge 100 2 5 3.93 .844
Q4e. Sales staff is professional and courteous 100 2 5 4.01 .745
Q4f. Sales staff gives effective recommendation 100 1 5 3.85 .869A
Valid N (listwise) 100
Above analysis has reflected that mean value of most of the questions is approximately 3
which has reflected that customer’s decisions do not influence by the customer service of HP.
Their level of satisfaction towards the customer service of HP is neutral. Above table has
reflected that most of the respondents were completely disagreed with that sales staff of HP
company is professional and courteous (Daskin and Kasim, 2016). Along with this, customer
believed that sales staff of HP does not provide effective recommendation to their customers so,
the mean value towards this question was 3.85. Overall, customers of HP are neither satisfied nor
dissatisfied with the sales service, online and physical stores of HP. So, these services can
influence the purchase decision of customers but not as high (Claffey and Brady, 2014).
Ranking of Correlation of Paying more for HP Products
There are different features which can increase the value of HP laptops for customers and
due to these features customer can pay more money. So, author wants to determine these features
because these can stimulate the behaviour of customers of HP. Regarding this, author has applied
correlation method (Sigala, 2013).
Table 12: Ranking of Correlation of Paying more for HP Products
Correlations
Q7a. Hewlett-
Packard’s products
and services are
more superior than
its competitors
Q2n. Hewlett-
Packard is a
trustful brand of
quality and
innovation
Spearman's rho Q7a. Hewlett-Packard’s
products and services are more
superior than its competitors
Correlation Coefficient 1.000 .354**
Sig. (2-tailed) . .000
N 100 100
Q2n. Hewlett-Packard is a Correlation Coefficient .354** 1.000
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trustful brand of quality and
innovation
Sig. (2-tailed) .000 .
N 100 100
**. Correlation is significant at the 0.01 level (2-tailed).
Correlation coefficient has reflected that Hewlett-Packard’s products and services are
more superior to its competitor because of quality and innovation. Coefficient of correlation
between these two variable is 0.354. It has shown a positive relationship between these
attributes. Overall, if HP laptops have innovative and qualitative differentiation with its
competitors than customer will pay more for HP products (Brennan and Croft, 2012).
Chi-Squared Analysis of product and service satisfaction level affects customers’ repurchasing
and recommending to friends decision
As per the findings of the literature review if customers are satisfied with the products
and services of HP than they will recommend to friends to purchase the same product else they
will not suggest to buy HP products. So, researcher wants to determine the level of satisfaction of
customers towards the different features of HP laptops.
Chi square analysis is one of the significant test of nonparametric hypothesis tests. It
plays important role in comparing expected and observed frequency of response which have
provided by customers of HP laptops (Atanassova and Clark, 2015). Researcher has applied the
5% level of significance at the time of calculation of chi square. As per the rules of hypothesis
testing if calculated value of chi square is less than the tabulated than author needs to accept the
null hypothesis and vice versa. Critical value of chi square can fluctuate as per the changes in
level of significance and degree of freedom. So, some required value of chi square is given as
under:
Table 13: Tabulated value of Chi Square test
Level of significance Degree of freedom Critical value of Chi Square
0.005 3 12.838
0.005 4 14.860
0.005 5 16.750
Table 14: Chi Square test
Test Statistics
Q5a Q5b Q5c Q5d Q5e. Q5f. Q5g. Q5h. Q5i. Q5j Q5k. Q5l. Q5m Q5n. Q5o.
12 | P a g e

.
Wei
ght
.
Scr
een
size
.
CP
U
spe
ed
.
RA
M
size
HDD
/SSD
stora
ge
capac
ity
Keyb
oard
and
Touc
hpad
feel
Heat
dissip
ation
Exte
rior
aest
hetic
appe
al
Pack
aging
.
Val
ue
for
mo
ney
Prod
uct
relia
bility
and
dura
bility
Hewl
ett-
Packa
rd is
a
trustf
ul
brand
of
qualit
y and
innov
ation
.
Meet
s
your
s and
famil
y
mem
bers'
need
s
Ease
of
oper
ation
is
excel
lent
Satis
fied
with
Hew
lett-
Pack
ard's
prod
uct
Chi
-
Squ
are
52.
500
a
54.
480
b
64.
800
a
30.
960
b
35.92
0b
65.0
00a
51.40
0a
109.
280c
95.80
0a
66.
000
a
38.5
00a
83.20
0a
86.6
00a
80.7
00a
64.9
00a
df 4 3 4 3 3 4 4 5 4 4 4 4 4 4 4
Asy
mp.
Sig.
.00
0
.00
0
.00
0
.00
0
.000 .000 .000 .000 .000 .00
0
.000 .000 .000 .000 .000
a. 0 cells (0.0%) have expected frequencies less than 5. The minimum expected cell frequency is 20.0.
b. 0 cells (0.0%) have expected frequencies less than 5. The minimum expected cell frequency is 25.0.
c. 0 cells (0.0%) have expected frequencies less than 5. The minimum expected cell frequency is 16.7.
As per the calculation of the chi square each and every calculated value is higher than
tabulated value. It has reflected that customers of HP are highly satisfied with the each and every
feature of HP laptops. So, they will recommend their friends to purchase Hewlett-Packard
products.
VERIFICATION OF HYPOTHESES
On the basis of the insights of literature review researcher has developed five hypothesis
and conducted appropriate testing for getting appropriate results for research objectives. Results
for the acceptance or rejection of each hypothesis is as follows:
H1: Hypothesis 1
H10 (Null): There is no significant influence of different factors and buying behaviour of
customers when purchasing Hewlett-Packard laptop.
H1a (Alternative): There is significant influence of different factors and buying behaviour of
customers when purchasing Hewlett-Packard laptop.
As per the findings of the data analysis study has concluded that there are different
factors which plays important role in influencing customer’s purchase decisions such as social,
cultural, psychological and personal. These factors provide a positive stimulate to customers by
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which they can make appropriate decisions to purchase products and services. Environment and
their lifestyle has direct impact on their purchase decisions. So, overall, hypothesis testing has
reflected that study needs to accept the alternative hypothesis and rejected the alternative one.
H2: Hypothesis 2
H20 (Null): Consumer’s involvement level does not influence buying behaviour towards the
purchasing of Hewlett-Packard laptop.
H2a (Alternative): Consumer’s involvement level influences buying behaviour towards the
purchasing of Hewlett-Packard laptop.
Second hypothesis is relevant to the relationship between involvement of customers and
buying decision. Correlation coefficient and descriptive statistics has reflected that involvement
of customers if necessary at the time of making purchase. High value of mean in descriptive
statistics and positive sign of correlation coefficient has reflected that researcher needs to reject
the null hypothesis and accept the alternative one. Overall, study has concluded that consumer’s
involvement level influences buying behaviour towards the purchasing of Hewlett-Packard
laptop.
H3: Hypothesis 3
H30 (Null): There is no significant relationship between level of customer satisfaction and buying
behaviour of customers when purchasing Hewlett-Packard laptop.
H3a (Alternative): There is significant relationship between level of customer satisfaction and
buying behaviour of customers when purchasing Hewlett-Packard laptop.
According to the findings of the literature author has found that satisfaction level and
purchase decisions of customers have strong relationship with each other. So, author wanted to
conduct test on this hypothesis. So, correlation analysis has reflected that customers of HP are
highly satisfai9ed with the different features and services of HP laptops because these features
raise the quality, reliability and durability of products and services of organization and which
increase the level of satisfaction of customers. It has direct impact of purchase decision of
consumers of HP. So, researcher has accept the alternative hypothesis and disclosed that there is
significant relationship between level of customer satisfaction and buying behavior of customers
when purchasing Hewlett-Packard laptop
H4: Hypothesis 4
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H40 (Null): Customers’ loyalty (Trustful brand) and buying decision towards Hewlett- Packard
brand name is not closely related to product and service quality.
H4a (Alternative): Customers’ loyalty (Trustful brand) and buying decision towards Hewlett-
Packard brand name is closely related to product and service quality.
Ranking correlation has reflected that trustful brand name, product quality and innovation
are highly associated with the customer’s purchase decision. Because due to trustful brand
customers of HP can make extra payment for products and services. So, in this hypothesis testing
author has reflected null and accepted alternative hypothesis.
H5: Hypothesis 5
H50 (Null): Customer’s decision on repurchasing and recommending to friends is not
significantly related to the level of customer’s satisfaction.
H5a (Alternative): Customer’s decision on repurchasing and recommending to friends is
significantly related to the level of customer’s satisfaction.
Comparison of observed and expected frequency of customer’s response has reflected
that customer’s satisfaction can affect the purchase decision of consumers. Along with this, as
per the findings of the chi square test highly satisfied customers recommend HP products and
services to their friends also. Overall as per the hypothesis testing author needs to accept the
alternative hypothesis which have reflected that customer’s decision on repurchasing and
recommending to friends is significantly related to the level of customer’s satisfaction.
RECOMMENDATIONS
Current research has reflected that Hewlett-Packard provides high quality and durable
laptops to its customers which help in satisfying the needs and requirements of customers. There
are number of factors which can influence customer’s buying behaviour, involvement and
satisfaction. So, author has provided the following recommendations for improving all these
deficiencies (Hajli, 2012). Along with this, following suggestions will also help in attaining
objectives of the current investigation.
MOTIVATING CONSUMER BUYING BEHAVIOUR
Motivation can encourage customers to buy products and services of HP by which
company can get high success in future. There are numerical features and other services by
which HP can attract customs and buy HP laptops.
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 Purchase value: Quality, durability, innovation and reliability all these factors raise the
motivation of customers because these factors play important role in providing
appropriate value of purchase money of customers. Including this, by adding some extra
and unique feature HP can differentiate its products with existing competitors which can
also influence customer’s buying behaviour (Zoldi, 2015).
 Online review of customers: As per the current lifestyle internet is one of the important
part of each and everyone’s life. At present every customers make comparison between
HP and other products on internet and different websites. Along with this, positive and
negative reviews of customers on online websites can directly affect the customer’s
buying decision in positive and negative manner (Holman, 2015). So, HP needs to
motivate customers to place their review about HP products on online website of the
company by which their review can help other customers at the time of making purchase
decisions.
IMPROVING CONSUMER’S INVOLVEMENT
As per the findings of the current investigation involvement of customers play significant
role in influencing customer’s busying process. So, researcher has mentioned the following
recommendations for improving consumer’s involvement:
 Building strong customer relationship: HP needs to use electronic CRM system, for
developing strong relationship with customers of HP. It is one of the best system for
maintaining pre and post purchase relations with customers. Along with this, organization
can maintain regular contact with customers. Along with this it plays important role in
developing an electronic database of customers by which HP can follow the customers on
regular basis (Bassiouni and Hackley, 2014). Therefore, for developing strong customer
relations HP needs to use ECRM which will increase the involvement of customer
because it is very user friendly and helpful for customers.
 Campaigns: Marketing and promotional campaigns of HP is also one of the best option
for increasing involvement of customers. Along with this, at present company can also
start social media campaigns which will increase direct communication between
customers and organization. It plays important role in getting feedbacks to customers
which helps in raising involvement of customers of buying process (Zolkiewski, 2012).
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CUSTOMER SATISFACTION
For getting success HP should satisfy all needs and requirements of customers in
effective manner. High level of satisfaction has positive influence of customer’s decision making
process. There are some important strategies for raising customer’s satisfaction which are as
follows:
 Post purchase services: HP should hire skilled and experienced employees for providing
post purchase service to its customers. Along with this, company needs to take
appropriate feedback from customers about the products and services of HP and their
level of satisfaction (Claffey and Brady, 2014). Along with this, company can include a
demo class for understanding different featur4es of different products of Hp. Along with
this, by providing most effective post purchase services HP can raise the satisfaction level
of customers.
 Emphasis on customer’s needs and requirements: Hewlett-Packard should focus on
needs and requirements of customers because these expectations help in developing
customized products and services. It can raise the satisfaction level of customers and
increase the sales and success of the organization (Daskin and Kasim, 2016).
CONCLUSION
The current research study was based on critical success factors which can influence the
purchase decisions of customers. Buying behaviour and involvement of the customers can affect
the success of the products and services of HP. Study has concluded that HP is one of the
leading brand for laptops and customers recognise this brand with loyalty and dignity.
According to the research customer’s buying behaviour is highly influenced by number of
factors such as social, cultural, psychological and personal. In addition, customer’s need and
requirement is also important factor which can influence the demand of products and services of
HP, So, for raising the demand of products and services and getting success organization needs
to focus on all these factors and customer’s expectations. If, products of the organization is not
capable to satisfy the needs of consumers they can move towards the competitor’s brand and
affect the success of Hp. So, company needs to develop customized products. Study has also
disclosed that quality, innovation, durability and reliability of products also include the level of
customer’s satisfaction. So, HP needs to add different new and unique features to improving the
17 | P a g e

quality and durability of products and services. Overall, researcher has found that all these
factors have direct influence on buying behaviour of customers and success of Hewlett-Packard.
So, company needs to adopt appropriate strategies for motivating customers and increasing their
satisfaction and involvement at the time of making purchase.
LIMITATION AND FUTURE SCOPE OF THE RESEARCH
Each and every research is associated with some basis limitations. Lack of cost, time and
experience were major limitations for the current investigation. But, author has developed
appropriate plan for managing time and cost. This strategy has helped in managing this limitation
in effective manner. Along with this, author did not have appropriate experience to conduct
statistical analysis for getting appropriate findings of the current investigation. But, for resolving
this issue researcher has conducted in-depth investigation on different statistical methods which
has helped in analysing facts and figures using different hypothesis tests and other methods.
Overall, researcher has managed all limitations in effective manner which has increased the
validity and reliability of the research findings (Hajli, 2012).
Research on customer buying behaviour and its influence of critical success of factors of
Hewlett-Packard has increased the future scope of research. Using the findings of the current
study number of PhD research scholars can conduct future investigation on similar subject.
Along with this, author can accomplish same research on other organization also.
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