Research Report: Customer Behavior in Online Marketing Analysis

This report presents a comprehensive analysis of customer behavior within an online marketing context, focusing on the patterns and attitudes of online shoppers. The study examined data from 50 customers, including their demographics, spending habits, and time spent on the website. Statistical methods, such as independent sample t-tests, Spearman's rank correlation, and Pearson's correlation, were employed to investigate relationships between variables like spending and website attitude, gender and spending, and age and time spent on the website. The findings revealed insights into customer spending habits, website attitudes, and demographic influences, providing a detailed understanding of online consumer behavior. The research aimed to understand the customer base using the online store, analyzing time spent, spending patterns, and attitudes toward the website. The report includes descriptive and inferential analyses, offering a thorough examination of the customer base and their interactions with the online platform.

A Study of Pattern and Attitude of Customers in Online Marketing
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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)
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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.
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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
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Answer 4
A. Independent sample t-test
Table 2: Independent Sample t-test for comparison between times spent based on median spending
t df p
M SD N M SD N
Time
spent
(minutes)
10.20 11.90 25 10.59 10.81 25 -6.86 6.07 -0.12 48.00 0.90
Higher Than Median Less than Median
Average spend (£)
95% CI for Mean Difference
Table 3: SPSS Output of independent sample t-test for comparison between times spent based on
median spending
B. Spearman’s rank correlation
Spearman’s rank correlation between customers’ attitudes towards the website and
money they spend ( rs=−0. 15 , p=0 . 301 ) indicated that no significant correlation exists
between customers’ attitudes towards the website and money they spend (Puth,
Neuhäuser, and Ruxton, 2015, pp.77-84).
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Table 4: Spearman's rank correlation between attitude and average spending
C. Independent sample t-test
Table 5: Independent Sample t-test for comparison between averages spent based on gender
t df p
M SD N M SD N
Average
spend (£) 7.22 3.77 25 7.59 2.35 25 -2.16 1.41 -0.42 48.00 0.68
Male Female
Gender
95% CI for Mean Difference
Table 6: SPSS output of Independent Sample t-test for comparison between averages spent based on
gender
D. Pearson’s correlation
Pearson’s correlation between times spent on the website for purchase and age of
customers ( r=−0 .11 , p=0 . 22 ) indicated that no significant correlation exists between
times spent on the website for purchase and age of customers.
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Table 7: Pearson’s correlation between age and time spending
Answer 5
A. There was not enough statistically significant evidence to reject the null hypothesis at 5%
level of significance ( t ( 48 ) =−0. 12 , p=0 . 90 ) that average spending on web pages
searching in search of products was equal for customers spending more
( M =10 .2 , SD=11. 90 ) or less than the median spend ( M =10 .59 , SD=10 . 81 ) .
B. Spearman’s rank correlation between customers’ attitudes towards the website and
money they spend rs=−0. 15 , p=0 . 301 , implied that there was not enough significant
correlation at 5% level to reject the null hypothesis.
C. There was not enough statistical evidence at 5% level ( t ( 48 ) =−0. 42 , p=0. 68 ) to reject
the null hypothesis that average money spent on the website for purchase was equal for
male and female customers.
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D. Pearson’s correlation between times spent on the website for purchase and age of
customers ( r=−0 .11 , p=0 . 22 ) indicated that not enough significant correlation exists
to reject the null hypothesis that Time spent on the website for purchase was not related
to age of customers.
Answer 6
A study of Pattern and Attitude of Customers in Online Marketing
Answer 7
Abstract
Purpose
The purpose of this study was to investigate the behaviour of the internet user groups for
store visit. The study looked at 50 different internet users who visited the store to discuss
consumption times, patterns and attitudes towards online shopping (Andrade, 2011, p.172).
Methodology
Descriptive analysis and referential analysis were used to classify the respondents into
two types of online shoppers centred on time expended in store website and difference based
on average money spend for shopping. Demographic information and buying behaviour were
considered to constitute a distinct profile for each gender. A slight difference in average age
of male customers (N = 25, M = 33.72, SD = 13.47) and female customers (N = 25, M =
35.32, SD = 13.52) was noted.
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Results/ Findings
Average time spending on web pages searching in search of products was almost
equal for customers spending more or less than the median spend. Spearman’s rank
correlation implied that there was not enough significant correlation between customers’
attitudes towards the website and money they spend. Average money spent on the website for
purchase was identical for male and female customers. Pearson’s correlation between times
spent on the website for purchase and age of customers indicated that time spent on the
website for purchase was not related to age of customers.
Answer 8
The research of interest was customers who were visiting the online store under
consideration. The scholar was also interested in amount of time customers were spending
searching products and the relation of money spent with attitude toward the website.
Relationship between customer’s age and the time spend on the website was also matter of
interest.
From a sampling point of view, conducting research on Internet based customers has
problems regarding fundamental issues of Web demographics. One of the limitations to this
study was that the findings cannot be generalized for all of the population; therefore, biases
could affect the validity of the research. A convenience sampling or an accidental sampling
selection may be used to select the sample from the population (Ling, Chai, and Piew, 2010,
p.63). Non-probability samples do not truly represent a population, and it was tough to draw
effective conclusion about a wider group. Validity of the study can be increased by
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approximating random selection of customers in attempt to avoid introducing bias into
sample selection. However, the scholar was interested with online customers of the web store
only, however, increasing access to Internet will generalize the sample in the context of the
considered web store (Jusoh, and Ling, 2012, pp.223-230).
Answer 9
A total of 50 unique responses from customers of the web store under research were
collected. Customer demographic profile regarding gender and age of customers were
congregated. There was equal representation of both the genders with 25 customers in both
the groups. Descriptive analysis revealed that average age of customers was 34.52 years (SD
= 13.38) ranging from 16 years to 63 years. A minor difference between average age of males
and female customers was noted (Richa, 2012, pp.43-52).
The research was carried with the purpose of understanding the customers using the
online store, under the scope of the research. First, average time spend by customers on web
store pages was found and possible existence of difference for customers spending more and
less than the median spend was evaluated using an independent sample t-test. Attitude of
customers towards the website was an ordinal variable. The relation between attitude of users
and money spend for buying products was evaluated by Spearman’s rank correlation.
Gender wise difference in average money spending in website store was assessed using an
independent sample t-test. Age and time spent on website were both continuous variables.
Possible existence of linear relationship between the age and time spent was scrutinized using
Pearson’s correlation.
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References
Andrade, C., 2011. How to write a good abstract for a scientific paper or conference
presentation. Indian journal of psychiatry, 53(2), p.172.
Jusoh, Z.M. and Ling, G.H., 2012. Factors influencing consumers’ attitude towards e-
commerce purchases through online shopping. International Journal of Humanities and
Social Science, 2(4), pp.223-230.
Ling, K.C., Chai, L.T. and Piew, T.H., 2010. The effects of shopping orientations, online
trust and prior online purchase experience toward customers' online purchase intention.
International Business Research, 3(3), p.63.
Puth, M.T., Neuhäuser, M. and Ruxton, G.D., 2015. Effective use of Spearman's and
Kendall's correlation coefficients for association between two measured traits. Animal
Behaviour, 102, pp.77-84.
Richa, D., 2012. Impact of demographic factors of consumers on online shopping behaviour:
A study of consumers in India. International Journal of Engineering and Management
Sciences, 3(1), pp.43-52.
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