Business Statistics Report: Retail Surge's Profit and User Analysis

This report provides a detailed statistical analysis of Retail Surge, an online retail company, focusing on key business aspects such as product profitability, cost of goods sold (COGS), payment method differences, and customer attitudes across different user groups and genders. The analysis employs...Read More

Business statistics
Business analytics and statistics
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Table of Contents
1.0 Introduction...........................................................................................................................................3
2.0 Problem definition.................................................................................................................................3
3.0 Analysis and results...............................................................................................................................5
3.1 Which product categories are making the most profit?....................................................................5
3.2 Which product category costs the most (COGS)?..............................................................................6
3.3 Is there a difference in payments methods?.....................................................................................7
3.4 Are there any differences in the user groups on all of the customer attitudes? (6 outcomes)..........7
3.5 Test for the difference in means of user groups between different customer attitudes.................11
3.6 Are there any differences in gender on all of the customer attitudes? (6 outcomes).....................15
4.0 Discussion and recommendation.........................................................................................................20
Reference...................................................................................................................................................21
Appendix...................................................................................................................................................22
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1.0 Introduction
Businesses have faced various challenges especially during the past global inflation. This has
in turn heightened the level of competition in the market thus making smaller businesses to go
under. Retail surge is an online retail company that deals in various types of wears. It has also
been facing a lot of competition from other companies that are offering the same products. The
retail company deals in clothes and footwear for both men and women and boys and girls. To
be able to fight the competition and remain stable in the market, it sought to collect information
from their operations including their customers. The aim of collecting these information was to
better understand the market trend and hence their customers. The results from this data would
form the basis of their various decisions making.
2.0 Problem definition
 Which product category is making the most profit?
To be able to establish the products that make the most profit, a graph of total profit per product
is suitable. This is because the products and their amount of profit will be visualized hence easy
interpretation.
 Which product category cost the most?
To be able to establish the products that cost the most, a graph of total cost per product is
suitable. This is because the products and their amount of profit will be visualized hence easy
interpretation.
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 Is there a difference in payment methods?
To establish whether there is a difference in the payment methods, an independent sample t-test
is employed. This type of test statistic is employed since there are only two variables involved;
PayPal and credit card.
 Are there any differences in the user groups on all of the customer attitudes? (6
outcomes)
To establish whether there is a difference in the user groups, an ANOVA test is employed. This
type of test statistic is employed since there are more than two variables involved; light users,
medium users and heavy users.
 Are there any differences in gender on all of the customer attitudes?
To establish whether there is a difference in gender on customer attitudes, an independent sample
t-test is employed. This type of test statistic is employed since there are only two variables
involved; males and females.
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3.0 Analysis and results
3.1 Which product categories are making the most profit?
Figure 1
The figure above shows the mean profit total for nine products as observed in the bar graph
above. The product categories that are making most profit are the customised products. The
customised products are making a mean profit total of 25 dollars. This is followed by men’s
shoes. These make a mean profit total of about 16 dollars. The third best product category was
the girls’ shoes. The girls’ shoes category made a mean profit total of 7 dollars.
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3.2 Which product category costs the most (COGS)?
Figure 2
The simple bar graph above is of the mean cost of various goods. The goods vary from
customised goods to boys’ clothing. Again, it can be observed that the product category that
costs the most among the nine products is the customised products. They cost about 9.9 dollars.
The next class of product that also cost more is the girls’ shoes. These products cost 8 dollars.
The third costly product is the women’s shoes. This category of product costs 5 dollars.
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3.3 Is there a difference in payments methods?
Figure 3
The figure above shows a boxplot of two payment methods; PayPal and credit card. With 95%
confidence interval, the total purchases paid by PayPal and credit card were about 3.4 and 3.6
respectively. Since these two values overlap within the same boundary, it can be concluded that
there is no significant difference in the two payment methods.
3.4 Are there any differences in the user groups on all of the
customer attitudes? (6 outcomes)
1.
Descriptives
N Mean
Std.
Deviation
Std.
Error
95% Confidence
Interval for Mean
Minimum Maximum
Lower
Bound
Upper
Bound
Knowledge of the
company
Light
Users
104 2.85 1.711 .168 2.51 3.18 1 6
Medium
Users
204 4.90 1.664 .116 4.67 5.13 2 7
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Heavy
Users
284 6.45 .601 .036 6.38 6.52 5 7
Total 592 5.28 1.840 .076 5.14 5.43 1 7
Satisfaction with
the company
Light
Users
104 2.54 1.157 .113 2.31 2.76 1 6
Medium
Users
204 5.39 1.033 .072 5.25 5.53 2 7
Heavy
Users
284 6.07 .776 .046 5.98 6.16 2 7
Total 592 5.22 1.585 .065 5.09 5.34 1 7
Preference for
Nike
Light
Users
104 2.46 1.507 .148 2.17 2.75 1 6
Medium
Users
204 2.82 1.572 .110 2.61 3.04 1 5
Heavy
Users
284 4.45 1.654 .098 4.26 4.64 1 7
Total 592 3.54 1.826 .075 3.39 3.69 1 7
Purchase Intention
for Nike
Light
Users
100 4.16 1.835 .184 3.80 4.52 1 7
Medium
Users
204 4.04 1.893 .133 3.78 4.30 2 7
Heavy
Users
284 5.01 1.195 .071 4.87 5.15 3 7
Total 588 4.53 1.648 .068 4.40 4.66 1 7
Would recommend
company to a
friend
Light
Users
104 3.46 1.131 .111 3.24 3.68 2 6
Medium
Users
204 4.92 .494 .035 4.85 4.98 4 6
Heavy
Users
284 6.35 .477 .028 6.29 6.40 6 7
Total 592 5.35 1.260 .052 5.25 5.45 2 7
Loyalty for Nike Light
Users
104 3.92 1.499 .147 3.63 4.21 2 6
Medium
Users
204 4.14 1.563 .109 3.92 4.35 2 6
Heavy
Users
284 3.92 1.575 .093 3.73 4.10 2 7
Total 592 3.99 1.559 .064 3.87 4.12 2 7
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Test of Homogeneity of Variances
Levene Statistic df1 df2 Sig.
Knowledge of the company Based on Mean 137.679 2 589 .000
Based on Median 43.167 2 589 .000
Based on Median and with
adjusted df
43.167 2 366.541 .000
Based on trimmed mean 130.226 2 589 .000
Satisfacition with the
company
Based on Mean 34.012 2 589 .000
Based on Median 19.318 2 589 .000
Based on Median and with
adjusted df
19.318 2 543.743 .000
Based on trimmed mean 28.470 2 589 .000
Preference for Nike Based on Mean 3.007 2 589 .050
Based on Median 2.032 2 589 .132
Based on Median and with
adjusted df
2.032 2 534.316 .132
Based on trimmed mean 3.259 2 589 .039
Purchase Intention for Nike Based on Mean 51.499 2 585 .000
Based on Median 48.655 2 585 .000
Based on Median and with
adjusted df
48.655 2 555.807 .000
Based on trimmed mean 49.574 2 585 .000
Would recommend company
to a friend
Based on Mean 155.697 2 589 .000
Based on Median 75.229 2 589 .000
Based on Median and with
adjusted df
75.229 2 489.408 .000
Based on trimmed mean 152.051 2 589 .000
Loyalty for Nike Based on Mean .438 2 589 .645
Based on Median 1.134 2 589 .322
Based on Median and with
adjusted df
1.134 2 466.890 .323
Based on trimmed mean .333 2 589 .717
Table 1
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Homogeneity of variance normally tests assesses the Lavene’s test. The Lavene’s test employs F-test to
test the null hypothesis that there is equality of variance across the groups (Derrick, Toher, & White,
2017). In regard to this therefore under the item “knowledge of the company” the p-value is equal to 0.00.
This value is less than 0.05 thus violating the assumption that variance is equal in all the groups under the
item “knowledge of the company”. The conclusion therefore is that there is a significant difference in the
variance across this group in terms of customer attitudes. Other groups that have the same conclusion
include “satisfaction with the company”, “would recommend company to a friend” and “purchase
intention for Nike”. However, other groups had different conclusions. Groups like “loyalty for nike” and
“preference for Nike”. These had p-values greater than the alpha values as can be observed from table 1
above. Since the p-values in these groups are greater than the level of significance, then we fail to reject
(Leigh, 2008) the null hypothesis and conclude that there is equality of variance across these two groups
in terms of customer attitudes.
ANOVA
Sum of Squares df Mean Square F Sig.
Knowledge of the company Between Groups 1034.437 2 517.218 315.401 .000
Within Groups 965.888 589 1.640
Total 2000.324 591
Satisfaction with the
company
Between Groups 959.259 2 479.630 538.032 .000
Within Groups 525.065 589 .891
Total 1484.324 591
Preference for Nike Between Groups 461.224 2 230.612 89.966 .000
Within Groups 1509.803 589 2.563
Total 1971.027 591
Purchase Intention for Nike Between Groups 129.379 2 64.690 25.830 .000
Within Groups 1465.070 585 2.504
Total 1594.449 587
Would recommend company
to a friend
Between Groups 692.399 2 346.199 829.181 .000
Within Groups 245.919 589 .418
Total 938.318 591
Loyalty for Nike Between Groups 6.460 2 3.230 1.331 .265
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Within Groups 1429.513 589 2.427
Total 1435.973 591
Table 2
3.5 Test for the difference in means of user groups between
different customer attitudes
a. Attitude 1: Knowledge of the company
H0 : μlight users =μmediumusers =μheavy users
Versus
H1 : At least one μ is different
The significance level is set at 0.05
From the results, F = 315.4 and 2 and 589 degrees of freedom.
Since p-value = 0.00 is less than alpha (0.05), the null hypothesis is rejected. It is concluded
therefore that at 0.05 level of significance there is evidence to make conclusion that at least one
means is different.
b. Attitude 2: Satisfaction with the company
H0 : μlight users =μmediumusers =μheavy users
Versus
H1 : At least one μ is different
The significance level is set at 0.05
From the results, F = 538.03 and 2 and 589 degrees of freedom.
Since p-value = 0.00 is less than alpha (0.05), the null hypothesis is rejected. It is concluded
therefore that at 0.05 level of significance there is evidence to make conclusion that at least one
means is different (Howell, 2007).
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c. Attitude 3: Preference for Nike
H0 : μlight users =μmediumusers =μheavy users
Versus
H1 : At least one μ is different
The significance level is set at 0.05
From the results, F = 89.97 and 2 and 589 degrees of freedom.
Since p-value = 0.00 is less than alpha (0.05), the null hypothesis is rejected. It is concluded
therefore that at 0.05 level of significance there is evidence to make conclusion that at least one
means is different.
d. Attitude 4: Purchase intention for Nike
H0 : μlight users =μmediumusers =μheavy users
Versus
H1 : At least one μ is different
The significance level is set at 0.05
From the results, F = 25.83 and 2 and 589 degrees of freedom.
Since p-value = 0.00 is less than alpha (0.05), the null hypothesis is rejected. It is concluded
therefore that at 0.05 level of significance there is evidence to make conclusion that at least one
means is different (Hinkelmann & Kempthorne, 2010).
e. Attitude 5: Would recommend company to a friend?
H0 : μlight use rs=μmedium users=μheavyusers
Versus
H1 : At least one μ is different
The significance level is set at 0.05
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From the results, F = 829.18 and 2 and 589 degrees of freedom.
Since p-value = 0.00 is less than alpha (0.05), the null hypothesis is rejected. It is concluded
therefore that at 0.05 level of significance there is evidence to make conclusion that at least one
means is different.
f. Attitude 6: Loyalty for Nike
H0 : μlight users =μmediumusers =μheavy users
Versus
H1 : At least one μ is different
The significance level is set at 0.05
From the results, F = 1.33 and 2 and 589 degrees of freedom.
Since p-value = 0.27 is greater than alpha (0.05), the null hypothesis is not rejected. It is
concluded therefore that at 0.05 level of significance there is evidence to make conclusion that
the means are equal for the three treatments (Gelman, 2005). .
Multiple Comparisons
Bonferroni
Dependent Variable
(I) Webiste User
Group
(J) Webiste User
Group
Mean
Difference
(I-J)
Std.
Error Sig.
95% Confidence
Interval
Lower
Bound
Upper
Bound
Knowledge of the
company
Light Users Medium Users -2.056* .154 .000 -2.43 -1.69
Heavy Users -3.605* .147 .000 -3.96 -3.25
Medium Users Light Users 2.056* .154 .000 1.69 2.43
Heavy Users -1.549* .118 .000 -1.83 -1.27
Heavy Users Light Users 3.605* .147 .000 3.25 3.96
Medium Users 1.549* .118 .000 1.27 1.83
Satisfaction with the
company
Light Users Medium Users -2.854* .114 .000 -3.13 -2.58
Heavy Users -3.532* .108 .000 -3.79 -3.27
Medium Users Light Users 2.854* .114 .000 2.58 3.13
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Heavy Users -.678* .087 .000 -.89 -.47
Heavy Users Light Users 3.532* .108 .000 3.27 3.79
Medium Users .678* .087 .000 .47 .89
Preference for Nike Light Users Medium Users -.362 .193 .183 -.83 .10
Heavy Users -1.989* .184 .000 -2.43 -1.55
Medium Users Light Users .362 .193 .183 -.10 .83
Heavy Users -1.627* .147 .000 -1.98 -1.27
Heavy Users Light Users 1.989* .184 .000 1.55 2.43
Medium Users 1.627* .147 .000 1.27 1.98
Purchase Intention
for Nike
Light Users Medium Users .121 .193 1.000 -.34 .58
Heavy Users -.854* .184 .000 -1.30 -.41
Medium Users Light Users -.121 .193 1.000 -.58 .34
Heavy Users -.975* .145 .000 -1.32 -.63
Heavy Users Light Users .854* .184 .000 .41 1.30
Medium Users .975* .145 .000 .63 1.32
Would recommend
company to a friend
Light Users Medium Users -1.455* .078 .000 -1.64 -1.27
Heavy Users -2.887* .074 .000 -3.06 -2.71
Medium Users Light Users 1.455* .078 .000 1.27 1.64
Heavy Users -1.432* .059 .000 -1.57 -1.29
Heavy Users Light Users 2.887* .074 .000 2.71 3.06
Medium Users 1.432* .059 .000 1.29 1.57
Loyalty for Nike Light Users Medium Users -.214 .188 .763 -.66 .24
Heavy Users .008 .179 1.000 -.42 .44
Medium Users Light Users .214 .188 .763 -.24 .66
Heavy Users .222 .143 .364 -.12 .57
Heavy Users Light Users -.008 .179 1.000 -.44 .42
Medium Users -.222 .143 .364 -.57 .12
*. The mean difference is significant at the 0.05 level.
Table 3
The table above is of multiple comparisons. Multiple comparison measures the significance of
the difference in means of attitude levels in this test. The hypothesis in this test is as below;
Hypothesis
H0: There is no significant difference in the mean level of attitude across the group
Versus
H1: There is a significant difference in the mean level of attitude across the group
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It can be observed that across all the items and groups all the p-values are 0.00. This value is less
than the level of significance which is 0.05. This means that the all the null hypotheses have been
violated. It is therefore concluded that all the mean differences are significant at 0.05
significance level.
However, the differences were not significant at 0.05 when it came to “loyalty for Nike”. The p-
values can be seen to be greater than the level of significance (0.05). Thus we fail to reject the
null hypothesis and conclude that there was no significant difference in the mean level of
attitudes in loyalty for Nike products.
3.6 Are there any differences in gender on all of the customer
attitudes? (6 outcomes)
Group Statistics
Gender N Mean Std. Deviation Std. Error Mean
Knowledge of the company Female 388 5.02 1.961 .100
Male 204 5.78 1.463 .102
Satisfaction with the
company
Female 388 5.18 1.595 .081
Male 204 5.29 1.567 .110
Preference for Nike Female 388 3.19 1.876 .095
Male 204 4.22 1.516 .106
Purchase Intention for Nike Female 388 4.67 1.619 .082
Male 200 4.26 1.675 .118
Loyalty for Nike Female 388 3.44 1.588 .081
Male 204 5.04 .768 .054
Would recommend company
to a friend
Female 388 5.40 1.255 .064
Male 204 5.25 1.267 .089
Table 4
The table above shows the descriptive statistics for attitude level for various dependent variables.
The table compares the attitude levels for male and females. Under “knowledge of the company”
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males are observed to have a higher (5.78) mean attitude level than the females (5.02). On
“satisfaction with the company” males are observed to have a higher (5.29) mean attitude level
than the females (5.18). On “preference for Nike” males are observed to have a higher (4.22)
mean attitude level than the females (3.19). On “purchase intention for Nike” females are
observed to have a higher (4.67) mean attitude level than the males (4.26). On “loyalty for Nike”
males are observed to have a higher (5.04) mean attitude level than the females (3.44). Lastly on
“would recommend company to a friend” females are observed to have a higher (5.4) mean
attitude level than the males (5.25).
Independent Samples Test
Levene's Test
for Equality of
Variances t-test for Equality of Means
F Sig. t df
Sig.
(2-
tailed)
Mean
Difference
Std. Error
Difference
95%
Confidence
Interval of the
Difference
Lower Upper
Knowledge of
the company
Equal
variances
assumed
56.606 .000 -4.892 590 .000 -.764 .156 -1.070 -.457
Equal
variances not
assumed
-5.347 522.857 .000 -.764 .143 -1.044 -.483
Satisfaction
with the
company
Equal
variances
assumed
.024 .877 -.867 590 .386 -.119 .137 -.388 .150
Equal
variances not
assumed
-.872 419.112 .384 -.119 .136 -.387 .149
Preference
for Nike
Equal
variances
assumed
14.901 .000 -6.765 590 .000 -1.030 .152 -1.329 -.731
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Equal
variances not
assumed
-7.223 493.730 .000 -1.030 .143 -1.310 -.750
Purchase
Intention for
Nike
Equal
variances
assumed
2.724 .099 2.876 586 .004 .410 .143 .130 .690
Equal
variances not
assumed
2.845 390.123 .005 .410 .144 .127 .694
Loyalty for
Nike
Equal
variances
assumed
246.135 .000 -
13.543
590 .000 -1.596 .118 -1.827 -1.364
Equal
variances not
assumed
-
16.471
586.589 .000 -1.596 .097 -1.786 -1.406
Would
recommend
company to a
friend
Equal
variances
assumed
.157 .692 1.442 590 .150 .157 .109 -.057 .371
Equal
variances not
assumed
1.437 409.319 .151 .157 .109 -.058 .372
Table 5
 Hypothesis for the difference in customer attitude (knowledge of the company)
between male and female
Hypothesis
H0: There is equality of variance in attitude about knowledge of the company between female
and male.
Versus
H1: There is inequality of variance in attitude about knowledge of the company between female
and male.
P-value computed is 0.00 which is greater than the alpha value which is 0.05. Therefore the null
hypothesis is rejected and the alternative hypothesis accepted. It is concluded that there is
inequality of variance in attitude about knowledge of the company between female and male.
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 Hypothesis for the difference in customer attitude (satisfaction with the company)
between male and female
Hypothesis
H0: There is equality of variance in attitude about satisfaction with the company between female
and male.
Versus
H1: There is inequality of variance in attitude about satisfaction the company between female
and male.
P-value computed is 0.39 which is greater than the alpha value which is 0.05. Therefore the null
hypothesis is accepted and the alternative hypothesis rejected. It is concluded that there is
equality of variance in attitude about satisfaction with the company between female and male.
 Hypothesis for the difference in customer attitude (preference for Nike) between male
and female
Hypothesis
H0: There is equality of variance in attitude about preference for Nike between female and male.
Versus
H1: There is inequality of variance in attitude about preference for Nike between female and
male.
P-value computed is 0.00 which is less than the alpha value which is 0.05. Therefore the null
hypothesis is rejected and the alternative hypothesis accepted. It is concluded that there is there is
inequality of variance in attitude about preference for Nike between female and male.
 Hypothesis for the difference in customer attitude (purchase intention for Nike)
between male and female
Hypothesis
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H0: There is equality of variance in attitude about purchase intention for Nike between female
and male.
Versus
H1: There is inequality of variance in attitude about purchase intention for Nike between female
and male.
P-value computed is 0.004 which is less than the alpha value which is 0.05. Therefore the null
hypothesis is rejected and the alternative hypothesis accepted. It is concluded that there is
inequality of variance in attitude about purchase intention for Nike between female and male.
 Hypothesis for the difference in customer attitude (loyalty for Nike) between male and
female
Hypothesis
H0: There is equality of variance in attitude about loyalty for Nike between female and male.
Versus
H1: There is inequality of variance in attitude about loyalty for Nike between female and male.
P-value computed is 0.00 which is less than the alpha value which is 0.05. Therefore the null
hypothesis is rejected and the alternative hypothesis accepted. It is concluded that there is
inequality of variance in attitude about loyalty for Nike between female and male.
 Hypothesis for the difference in customer attitude (would recommend company to a
friend) between male and female
Hypothesis
H0: There is equality of variance in attitude about “would recommend company to a friend”
between female and male.
Versus
H1: There is inequality of variance in attitude about “would recommend company to a friend”
between female and male.
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P-value computed is 0.15 which is less than the alpha value which is 0.05. Therefore the null
hypothesis is rejected and the alternative hypothesis accepted. It is concluded that There is
inequality of variance in attitude about “would recommend company to a friend” between
female and male.
One sample t-test for the mean satisfaction level (3.5)
Hypothesis
H0: The mean satisfaction level is equal to 3.5
Versus
H1: The mean satisfaction level is not equal to 3.5
Test results table is as shown below
One-Sample Statistics
N Mean Std. Deviation Std. Error Mean
Satisfaction with the
company
592 5.22 1.585 .065
Table 6
One-Sample Test
Test Value = 3.5
t df Sig. (2-tailed) Mean Difference 95% Confidence Interval of the
Difference
Lower Upper
Satisfaction with the company 26.349 591 .000 1.716 1.59 1.84
Table 7
P-value computed is 0.00 which is less than the alpha value which is 0.05. Therefore the null
hypothesis is rejected and the alternative hypothesis accepted. It is concluded that the mean
satisfaction level is not 3.5.
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4.0 Discussion and recommendation
The product categories that are making most profit are the customised products. The customised
products are making a mean profit total of 25 dollars. This is followed by men’s shoes. The
worst performing product in terms of profit is boys clothing. The research team therefore
recommends that thorough sales and market be done to boys clothing to ensure such a large
variance is minimized. This will in turn help to widen the profit margin of Retail Surge
Company. The product category that costs the most among the nine products is the customised
products while the product that cost less is the boys’ category. It is therefore recommended that
the company should concentrate more on the customized products while at the same time not
forgetting the less costing products such as the boys’ shoes. In general, it was found that there
was no significant difference in attitude levels for various questions asked about the company
and its products.
Reference
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Derrick, B., Toher, D., & White, P. (2017). How to compare the mean of two samples that
include paired observations and independent observations. Quantitative methods for
Psychology, 13(2), 120 - 126.
Gelman, A. (2005). Analysis of variance? Why it is more important than ever. The anals of
Statistics, 33, 1 - 53.
Hinkelmann, K., & Kempthorne, O. (2010). Design and analysis of experiments (5 ed., Vol. 8).
Howell, D. C. (2007). Statistical methods for Psychology (3 ed., Vol. 5).
Leigh, E. S. (2008). Consumer rites. Selling of American Holidays, 6(3), 106 - 191.
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Appendix
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Descriptives
N Mean
Std.
Deviation
Std.
Error
95% Confidence
Interval for Mean
Minimum Maximum
Lower
Bound
Upper
Bound
Knowledge of the
company
Light
Users
104 2.85 1.711 .168 2.51 3.18 1 6
Medium
Users
204 4.90 1.664 .116 4.67 5.13 2 7
Heavy
Users
284 6.45 .601 .036 6.38 6.52 5 7
Total 592 5.28 1.840 .076 5.14 5.43 1 7
Satisfaction with
the company
Light
Users
104 2.54 1.157 .113 2.31 2.76 1 6
Medium
Users
204 5.39 1.033 .072 5.25 5.53 2 7
Heavy
Users
284 6.07 .776 .046 5.98 6.16 2 7
Total 592 5.22 1.585 .065 5.09 5.34 1 7
Preference for
Nike
Light
Users
104 2.46 1.507 .148 2.17 2.75 1 6
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Medium
Users
204 2.82 1.572 .110 2.61 3.04 1 5
Heavy
Users
284 4.45 1.654 .098 4.26 4.64 1 7
Total 592 3.54 1.826 .075 3.39 3.69 1 7
Purchase Intention
for Nike
Light
Users
100 4.16 1.835 .184 3.80 4.52 1 7
Medium
Users
204 4.04 1.893 .133 3.78 4.30 2 7
Heavy
Users
284 5.01 1.195 .071 4.87 5.15 3 7
Total 588 4.53 1.648 .068 4.40 4.66 1 7
Would recommend
company to a
friend
Light
Users
104 3.46 1.131 .111 3.24 3.68 2 6
Medium
Users
204 4.92 .494 .035 4.85 4.98 4 6
Heavy
Users
284 6.35 .477 .028 6.29 6.40 6 7
Total 592 5.35 1.260 .052 5.25 5.45 2 7
Loyalty for Nike Light
Users
104 3.92 1.499 .147 3.63 4.21 2 6
Medium
Users
204 4.14 1.563 .109 3.92 4.35 2 6
Heavy
Users
284 3.92 1.575 .093 3.73 4.10 2 7
Total 592 3.99 1.559 .064 3.87 4.12 2 7
Multiple Comparisons
Bonferroni
Dependent Variable
(I) Webiste User
Group
(J) Webiste User
Group
Mean
Difference
(I-J)
Std.
Error Sig.
95% Confidence
Interval
Lower
Bound
Upper
Bound
Knowledge of the
company
Light Users Medium Users -2.056* .154 .000 -2.43 -1.69
Heavy Users -3.605* .147 .000 -3.96 -3.25
Medium Users Light Users 2.056* .154 .000 1.69 2.43
Heavy Users -1.549* .118 .000 -1.83 -1.27
Heavy Users Light Users 3.605* .147 .000 3.25 3.96
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Business statistics
Medium Users 1.549* .118 .000 1.27 1.83
Satisfaction with the
company
Light Users Medium Users -2.854* .114 .000 -3.13 -2.58
Heavy Users -3.532* .108 .000 -3.79 -3.27
Medium Users Light Users 2.854* .114 .000 2.58 3.13
Heavy Users -.678* .087 .000 -.89 -.47
Heavy Users Light Users 3.532* .108 .000 3.27 3.79
Medium Users .678* .087 .000 .47 .89
Preference for Nike Light Users Medium Users -.362 .193 .183 -.83 .10
Heavy Users -1.989* .184 .000 -2.43 -1.55
Medium Users Light Users .362 .193 .183 -.10 .83
Heavy Users -1.627* .147 .000 -1.98 -1.27
Heavy Users Light Users 1.989* .184 .000 1.55 2.43
Medium Users 1.627* .147 .000 1.27 1.98
Purchase Intention
for Nike
Light Users Medium Users .121 .193 1.000 -.34 .58
Heavy Users -.854* .184 .000 -1.30 -.41
Medium Users Light Users -.121 .193 1.000 -.58 .34
Heavy Users -.975* .145 .000 -1.32 -.63
Heavy Users Light Users .854* .184 .000 .41 1.30
Medium Users .975* .145 .000 .63 1.32
Would recommend
company to a friend
Light Users Medium Users -1.455* .078 .000 -1.64 -1.27
Heavy Users -2.887* .074 .000 -3.06 -2.71
Medium Users Light Users 1.455* .078 .000 1.27 1.64
Heavy Users -1.432* .059 .000 -1.57 -1.29
Heavy Users Light Users 2.887* .074 .000 2.71 3.06
Medium Users 1.432* .059 .000 1.29 1.57
Loyalty for Nike Light Users Medium Users -.214 .188 .763 -.66 .24
Heavy Users .008 .179 1.000 -.42 .44
Medium Users Light Users .214 .188 .763 -.24 .66
Heavy Users .222 .143 .364 -.12 .57
Heavy Users Light Users -.008 .179 1.000 -.44 .42
Medium Users -.222 .143 .364 -.57 .12
*. The mean difference is significant at the 0.05 level.
Group Statistics
Gender N Mean Std. Deviation Std. Error Mean
Knowledge of the company Female 388 5.02 1.961 .100
Male 204 5.78 1.463 .102
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Business statistics
Satisfaction with the
company
Female 388 5.18 1.595 .081
Male 204 5.29 1.567 .110
Preference for Nike Female 388 3.19 1.876 .095
Male 204 4.22 1.516 .106
Purchase Intention for Nike Female 388 4.67 1.619 .082
Male 200 4.26 1.675 .118
Loyalty for Nike Female 388 3.44 1.588 .081
Male 204 5.04 .768 .054
Would recommend company
to a friend
Female 388 5.40 1.255 .064
Male 204 5.25 1.267 .089
Independent Samples Test
Levene's Test
for Equality of
Variances t-test for Equality of Means
F Sig. t df
Sig.
(2-
tailed)
Mean
Difference
Std. Error
Difference
95%
Confidence
Interval of the
Difference
Lower Upper
Knowledge of
the company
Equal
variances
assumed
56.606 .000 -4.892 590 .000 -.764 .156 -1.070 -.457
Equal
variances not
assumed
-5.347 522.857 .000 -.764 .143 -1.044 -.483
Satisfaction
with the
company
Equal
variances
assumed
.024 .877 -.867 590 .386 -.119 .137 -.388 .150
Equal
variances not
assumed
-.872 419.112 .384 -.119 .136 -.387 .149
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Business statistics
Preference
for Nike
Equal
variances
assumed
14.901 .000 -6.765 590 .000 -1.030 .152 -1.329 -.731
Equal
variances not
assumed
-7.223 493.730 .000 -1.030 .143 -1.310 -.750
Purchase
Intention for
Nike
Equal
variances
assumed
2.724 .099 2.876 586 .004 .410 .143 .130 .690
Equal
variances not
assumed
2.845 390.123 .005 .410 .144 .127 .694
Loyalty for
Nike
Equal
variances
assumed
246.135 .000 -
13.543
590 .000 -1.596 .118 -1.827 -1.364
Equal
variances not
assumed
-
16.471
586.589 .000 -1.596 .097 -1.786 -1.406
Would
recommend
company to a
friend
Equal
variances
assumed
.157 .692 1.442 590 .150 .157 .109 -.057 .371
Equal
variances not
assumed
1.437 409.319 .151 .157 .109 -.058 .372
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