Consumer Preference
Study of consumer preference for Online versus Traditional Shopping in the purchase of Apparels
Contents 1. Objective of Research
2. Research Design
3. Sampling Design
4. Data Collection Method
5. Data Interpretation
6. Hypothesis Testing (Z-Test)
7. Hypothesis Testing (Chi-square Test)
8. Conclusion & Suggestions
9. Bibliography
10. Appendices
1. Objective of Research
According to a research carried out by AC Nielsen, online retail revenues crossed the USD 300 billion mark in 2011. They are projected to increase to USD 700 billion by 2015. As a result, it is not surprising that there is increased interest in understanding consumer choice behaviour in computer mediated shopping environments and how a new generation of shopping infrastructures can be constructed based on these choice behaviours.
For example, consider a manager who seeks to provide a new internet-based consumer durables shopping and delivery service in a certain geographical area. He begins thinking about the design and marketing strategy of the service on aspects such as product assortment (brands and sizes to offer in different product categories), prices, and usage of promotions. He ponders whether product assortment, prices, and promotions should be similar to traditional supermarkets in the geographical area or whether these aspects should be different. He asks a number of central questions. What kinds of consumers are attracted to shopping for consumer durables online versus in a traditional supermarket? Are there behavioural differences (on price sensitivity, preference for sizes, brand loyalty, etc.) between consumers attracted to shopping for consumer durables online versus in a traditional supermarket, and if so, what are the behavioural differences? What are the implications of any such behavioural differences for the design and marketing strategy of the online consumer durable service? Identifying differences in choice behaviour between
Contents 1. Objective of Research
2. Research Design
3. Sampling Design
4. Data Collection Method
5. Data Interpretation
6. Hypothesis Testing (Z-Test)
7. Hypothesis Testing (Chi-square Test)
8. Conclusion & Suggestions
9. Bibliography
10. Appendices
1. Objective of Research
According to a research carried out by AC Nielsen, online retail revenues crossed the USD 300 billion mark in 2011. They are projected to increase to USD 700 billion by 2015. As a result, it is not surprising that there is increased interest in understanding consumer choice behaviour in computer mediated shopping environments and how a new generation of shopping infrastructures can be constructed based on these choice behaviours.
For example, consider a manager who seeks to provide a new internet-based consumer durables shopping and delivery service in a certain geographical area. He begins thinking about the design and marketing strategy of the service on aspects such as product assortment (brands and sizes to offer in different product categories), prices, and usage of promotions. He ponders whether product assortment, prices, and promotions should be similar to traditional supermarkets in the geographical area or whether these aspects should be different. He asks a number of central questions. What kinds of consumers are attracted to shopping for consumer durables online versus in a traditional supermarket? Are there behavioural differences (on price sensitivity, preference for sizes, brand loyalty, etc.) between consumers attracted to shopping for consumer durables online versus in a traditional supermarket, and if so, what are the behavioural differences? What are the implications of any such behavioural differences for the design and marketing strategy of the online consumer durable service? Identifying differences in choice behaviour between