Emrooz Marketing Research Co. (EMRC) - Retail Audit dept. profile
Hypothesis Testing & Retail Audit
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Transcript of Hypothesis Testing & Retail Audit
Hypothesis Testing & Retail AuditIn Consumer Behavior06.01.2014
Laura Brosch, Iris Kaiser, Tanvi Sharma
H1: Type of mall does not affect CDM styles
Factor loadings:Numerical values indicating strength & direction of a factor on a measured valuable (item)
Indicate how strongly the factor influences the measured variable (item)
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Source: M. Rahn: Factor Analysis: A Short Introduction, Part 1. URL: http://www.theanalysisfactor.com/factor-analysis-1-introduction/, [30.11.2013]
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CDM styles are found to be independent of different shopping
contexts
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Retail Audit: Thalia
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Retail Audit: zeilenreich
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Retail Audit: Weltbild
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Retail Audit: Book Stores
AttributesImportance
Weights Thalia zeilenreich Weltbild Layout 25% 2 0,5 4 1 5 1,25
Crowded/Not Crowded 5% 4 0,2 4 0,2 4 0,2
Store´s interior
Floor Covering
25% 2 0,5 3 0,75 5 1,25
Store FixturesWidth of Aisles
Signage/Displays
Store-frontSigns
20% 2 0,4 2 0,4 5 1Entrances
Sensory Experience
Lighting
25% 3 0,75 3 0,75 4 1ColorNoiseSmellsTemperature
Total 100 2,35 3,1 4,7
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Retail Audit: Runners Point
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Retail Audit: Intersport
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Retail Audit – Sport Stores
AttributesImportance
Weights Runner´s Point Intersport Layout 25% 4 1 4 1
Crowded/Not Crowded 5% 2 0,1 3 0,15
Store´s interior
Floor Covering
25% 4 1 4 1
Store FixturesWidth of AislesSignage/Displays
Store-frontSigns
20% 3 0,6 4 0,8Entrances
Sensory Experience
Lighting
25% 4 1 4 1ColorNoiseSmellsTemperature
Total 100 3,7 3,95
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- Purchase I) E-Book Reader
- Purchase II) running shoes
Consumer observation
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Purchase I) E-Book reader- Brochure
- Flyers
- Contacting service assistant
Impact of rankings
Evaluation of
alternatives
- E-Book or Tablet?
- Criteria: • Price• Handling
Information search
Recommendation by a friend via phone-call
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Customer profile: „Book lover“• Age: 24-30• Occupation: Student• Income level: max. 12.000 €/ year• Location: Berlin• Habits and likes: reading, middle- expense
entertainment, middle technical affinity
• Decision style: price conscious/ value for money
• Repurchase possibility: middle (~ in 2 years)
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Purchase II) running shoes- Contacting service
assistant 3 times
Evaluation of
alternatives- 3 different models
- Criteria: • Design• Quality• Perfect fit
- Check via phone
Information search
Information search
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Customer Profile„The sporty fashion conscious“• Age: 22 - 25• Occupation: Student• Income level: 12.000 €/ year• Location: Berlin• Habits and likes: fashion conscious, sporty,
striving for the newest• Decision style: novelty and fashion conscious,
high quality conscious • Repurchase possibility: high (half a year – 1 year)
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Hypothesis Testing on IMM Monkeys
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Hypothesis Testing on IMM Monkeys
Well 70% of girls in this
master usually are
collaborating…
We are all collaborating
negotiators!! YAY!!
H1: 70% of the female students of our IMM class have a collaborating negotiation style
Source: http://goo.gl/N3NXgO
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Hypothesis Testing on IMM Monkeys
H2: The likelihood of choosing negotiation tactic 1 (making an opening demand that is far
greater than what one really hopes to settle for) is irrespective of negotiating styles.
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Thank You