Marketing Reserch 1st Part
-
Upload
riadh-faisal-bin-azam -
Category
Documents
-
view
220 -
download
0
Transcript of Marketing Reserch 1st Part
-
7/30/2019 Marketing Reserch 1st Part
1/25
Objective of the study: To study the consumers acceptance for Cyber game cafes
To know the reason to play games in cyber game caf.
To know the view point about the service quality of cyber game cafes.
To know how much consumers are price sensitive.
Literature Review:
Cyber games caf/ LAN Gaming Center is..(Definition):
A variation on the Internet caf business model is the LAN gaming center, used for
multiplayergaming. These cafs have several computer stations connected to a LAN. The
connected computers are custom-assembled for gameplay, supporting popular
multiplayergames. This is reducing the need forvideo arcades and arcade games, many
of which are being closed down or merged into Internet cafs. ( Source:
http://en.wikipedia.org/wiki/Internet_caf%C3%A9 )
A LAN Gaming Center is a business where one can use a computerconnected over a
LAN to other computers, primarily for the purpose of playing multiplayer computer
games. Some LAN gaming centers offer game consoles only and no computers. Use of
these computers or game consoles costs a fee, usually per hour or minute; sometimes one
can have unmetered access with a pass for a day or month, etc. It may or may not serve as
a regular caf as well, with food and drinks being served. Many game centers have
evolved in recent years to also include console gaming (Xbox, GameCube, PlayStation
2). Other centers offer computer repair and consulting, custom built computers, web
design, programming classes or summer camps, and many other technology related
services. Centers are starting to offer PS3s, Wiis and Xbox 360s that are playable in
store.
(http://en.wikipedia.org/wiki/Internet_caf%C3%A9 )
1
http://en.wikipedia.org/wiki/Business_modelhttp://en.wikipedia.org/wiki/LAN_gaming_centerhttp://en.wikipedia.org/wiki/LAN_gaming_centerhttp://en.wikipedia.org/wiki/Multiplayerhttp://en.wikipedia.org/wiki/Multiplayerhttp://en.wikipedia.org/wiki/Local_area_networkhttp://en.wikipedia.org/wiki/Video_gamehttp://en.wikipedia.org/wiki/Video_arcadehttp://en.wikipedia.org/wiki/Arcade_gamehttp://en.wikipedia.org/wiki/Internet_caf%C3%A9http://en.wikipedia.org/wiki/Computerhttp://en.wikipedia.org/wiki/Computerhttp://en.wikipedia.org/wiki/Local_Area_Networkhttp://en.wikipedia.org/wiki/Multiplayerhttp://en.wikipedia.org/wiki/Computer_gameshttp://en.wikipedia.org/wiki/Computer_gameshttp://en.wikipedia.org/wiki/Caf%C3%A9http://en.wikipedia.org/wiki/Caf%C3%A9http://en.wikipedia.org/wiki/Xboxhttp://en.wikipedia.org/wiki/Nintendo_GameCubehttp://en.wikipedia.org/wiki/PlayStation_2http://en.wikipedia.org/wiki/PlayStation_2http://en.wikipedia.org/wiki/Consultanthttp://en.wikipedia.org/wiki/Consultanthttp://en.wikipedia.org/wiki/Web_designhttp://en.wikipedia.org/wiki/Web_designhttp://en.wikipedia.org/wiki/Computer_programminghttp://en.wikipedia.org/wiki/Computer_programminghttp://en.wikipedia.org/wiki/Summer_camphttp://en.wikipedia.org/wiki/Summer_camphttp://en.wikipedia.org/wiki/Technologyhttp://en.wikipedia.org/wiki/PS3http://en.wikipedia.org/wiki/PS3http://en.wikipedia.org/wiki/Wiihttp://en.wikipedia.org/wiki/Xbox_360http://en.wikipedia.org/wiki/Xbox_360http://en.wikipedia.org/wiki/Internet_caf%C3%A9http://en.wikipedia.org/wiki/Business_modelhttp://en.wikipedia.org/wiki/LAN_gaming_centerhttp://en.wikipedia.org/wiki/Multiplayerhttp://en.wikipedia.org/wiki/Local_area_networkhttp://en.wikipedia.org/wiki/Video_gamehttp://en.wikipedia.org/wiki/Video_arcadehttp://en.wikipedia.org/wiki/Arcade_gamehttp://en.wikipedia.org/wiki/Internet_caf%C3%A9http://en.wikipedia.org/wiki/Computerhttp://en.wikipedia.org/wiki/Local_Area_Networkhttp://en.wikipedia.org/wiki/Multiplayerhttp://en.wikipedia.org/wiki/Computer_gameshttp://en.wikipedia.org/wiki/Computer_gameshttp://en.wikipedia.org/wiki/Caf%C3%A9http://en.wikipedia.org/wiki/Xboxhttp://en.wikipedia.org/wiki/Nintendo_GameCubehttp://en.wikipedia.org/wiki/PlayStation_2http://en.wikipedia.org/wiki/PlayStation_2http://en.wikipedia.org/wiki/Consultanthttp://en.wikipedia.org/wiki/Web_designhttp://en.wikipedia.org/wiki/Web_designhttp://en.wikipedia.org/wiki/Computer_programminghttp://en.wikipedia.org/wiki/Summer_camphttp://en.wikipedia.org/wiki/Technologyhttp://en.wikipedia.org/wiki/PS3http://en.wikipedia.org/wiki/Wiihttp://en.wikipedia.org/wiki/Xbox_360http://en.wikipedia.org/wiki/Internet_caf%C3%A9 -
7/30/2019 Marketing Reserch 1st Part
2/25
Structure:
LAN gaming centers can come in various sizes and styles, from the very small (6-8
computers) to the very large (400+ computers). Most have computer systems with higher-
end hardware built specifically for computer gaming. Customers can play games with (or
against) in-house opponents and most also include a high-speed Internet connection to
allow customers to play games with online opponents as well (usually at the same time).
Most also host a number of special events such as tournaments and LAN parties, some
lasting throughout the night. Another typical feature is the ability to browse the Web and
use instant messaging clients. Often these gaming centers allow customers the option of
renting out the whole or part of the store for private LAN parties. LAN centers are
typically decorated in such a way as to enhance the already present gaming atmosphere,
such as adding black-light lightbulbs and gaming paraphernalia and posters around the
center. A standard LAN gaming center will have rows of computers next to each other
with highback leather computer chairs.
There are over 650 LAN centers in the US, while 90% of the LAN Centers in the world
are in China, the largest having over 1777 seats.[1]
It is common for a LAN gaming center to sell the games that they had already installed
for their in-house computers, Most notably MMORPGs and many FPS games.
( Source: http://en.wikipedia.org/wiki/LAN_gaming_center)
Networking Procedure:
In modern computer games, the word multiplayer usually implies that the players play
together by connecting multiple computers via a network, usually either a LAN or the
Internet. This form of multiplayer is sometimes called "netplay" to refine the meaning.
The first popular videogaming title to release a LAN version was Doom in 1993, when
the first network version of the game allowed a total of four simultaneous gamers. [2]
Playing networked multiplayer games via LAN often eliminates problems common in
Internet play, such as lag and anonymity of players. As a result, multiplayer games
2
http://en.wikipedia.org/wiki/LANhttp://en.wikipedia.org/wiki/Broadbandhttp://en.wikipedia.org/wiki/Internethttp://en.wikipedia.org/wiki/Tournamentshttp://en.wikipedia.org/wiki/LAN_partyhttp://en.wikipedia.org/wiki/World_Wide_Webhttp://en.wikipedia.org/wiki/Instant_messaginghttp://en.wikipedia.org/wiki/LAN_gaming_center#cite_note-0http://en.wikipedia.org/wiki/LAN_gaming_center#cite_note-0http://en.wikipedia.org/wiki/MMORPGshttp://en.wikipedia.org/wiki/MMORPGshttp://en.wikipedia.org/wiki/Local_area_networkhttp://en.wikipedia.org/wiki/Internethttp://en.wikipedia.org/wiki/Doom_(video_game)http://en.wikipedia.org/wiki/Multiplayer_video_game#cite_note-1http://en.wikipedia.org/wiki/Laghttp://en.wikipedia.org/wiki/LANhttp://en.wikipedia.org/wiki/Broadbandhttp://en.wikipedia.org/wiki/Internethttp://en.wikipedia.org/wiki/Tournamentshttp://en.wikipedia.org/wiki/LAN_partyhttp://en.wikipedia.org/wiki/World_Wide_Webhttp://en.wikipedia.org/wiki/Instant_messaginghttp://en.wikipedia.org/wiki/LAN_gaming_center#cite_note-0http://en.wikipedia.org/wiki/MMORPGshttp://en.wikipedia.org/wiki/Local_area_networkhttp://en.wikipedia.org/wiki/Internethttp://en.wikipedia.org/wiki/Doom_(video_game)http://en.wikipedia.org/wiki/Multiplayer_video_game#cite_note-1http://en.wikipedia.org/wiki/Lag -
7/30/2019 Marketing Reserch 1st Part
3/25
usually are the focus ofLAN parties. Play-by-email games are multiplayer games that use
email as the method of communication between computers. Other turn-based variations
which do not require players to be online at the same time are Play-by-post gaming and
Play-by-Internet.
( Source: http://en.wikipedia.org/wiki/Multiplayer_cybervideo_game)
3
http://en.wikipedia.org/wiki/LAN_partyhttp://en.wikipedia.org/wiki/Play-by-mail_gamehttp://en.wikipedia.org/wiki/Play-by-post_gaminghttp://en.wikipedia.org/wiki/Play-by-Internethttp://en.wikipedia.org/wiki/LAN_partyhttp://en.wikipedia.org/wiki/Play-by-mail_gamehttp://en.wikipedia.org/wiki/Play-by-post_gaminghttp://en.wikipedia.org/wiki/Play-by-Internet -
7/30/2019 Marketing Reserch 1st Part
4/25
Research Methodology:
Variables:
For the study we have identified the following variables:
Dependent Variables:Preference toward Cyber Game Cafes.Independent Variables:
Service quality
Facilities
Pricing/ gaming charge
Tangibility
Acceptability
Types and Sources of information:
The study will be performed based on both primary and secondary data.
Data collection method:
The primary data collected through the questionnaire survey by formulating questionnaire
and the secondary data will be collected through the websites and newspapers and
magazines.
Target population:
Our target population will define on the basis ofsocial class (middle class, Higher
middle class & Higher class) and income(19000- 40000 and above) and lifestyle
(youthful, full of excitement, challenging). And the age group of our target population
will be 12 -32.
Sampling frame:
For our research purpose we choose to collect primary data from Mirpur thana,
Mohammadpur thana, Pallabi thana, Dhanmandi thana, Matijheel thana and
Gulshan thana.
4
-
7/30/2019 Marketing Reserch 1st Part
5/25
Sampling Method:
There are a huge number of customers. It is not possible to do a survey among of them
all. So we have decided to use clustered sampling in order to pick up our sample.
The customer will be divided into basically two different clusters depending on their age.
One is teenagers (12-17) and another one is young adults (18-29). Then sample will be
picked from each cluster by using simple random sampling. From two different clusters
40% from teenagers and 60% from young adults of the total sample size will be taken.
Sample size:
The sample size of our research will be 72 people.
Scales of measurements:
The scale of measurements will be Nominal scale and Interval scale.
Scaling Techniques:
For our research questionnaire we will choose Likert scale.
Research question:
The research question will be What are the factors that affect the acceptability of Cyber
Game Cafes?
We have developed the following hypothesis for the study:
The acceptability of the customer toward cyber game cafes are influenced by:
H 1: The acceptability of the cyber game caf to the customers depends on the service
quality.
H 2: The acceptability of the cyber game caf to the customers depends on Facilities of
cyber game cafes.
H 3: The acceptability of the cyber game caf to the customers depends on Pricing or
gaming charge of cyber game cafes.
H 4: The acceptability of the cyber game caf to the customers depends on Tangibility of
Cyber game cafes.
5
-
7/30/2019 Marketing Reserch 1st Part
6/25
H 5: The acceptability of the cyber game caf to the customers depends on Acceptability
of cyber game cafes.
Coding, Tabulating and Analysis procedure:
In our research we will use Statistical Package for the Social Science (SPSS) for the
coding , tabulating and analyzing data.
Model:
The basic model of study is following:
Acceptance of cyber game cafe = f ( Service quality, Facilities, Pricing/ Gaming charge,
Tangibility, Acceptability).
OR, y = a + bx1+bx2+bx3+bx4+bx5
Where, y = Acceptance of cyber game cafes.
a= constant
x1= Service quality.
x 2= Facilities.
x3= Pricing.
x4= Tangibility.
x5= Acceptability.
The model is described in the following diagram:
6
Acceptability Tangibility
Pricing/gaming
ChargeFacilitiesService Quality
Acceptance of cyber
game cafes
-
7/30/2019 Marketing Reserch 1st Part
7/25
Acceptance towards a cyber game caf can be measured by overall satisfaction of the
customer about the game cafes. Using that we can estimate the above regression model to
find out the effect of independent variables on acceptance.
Cost and Time:
The cost of whole research to BDS Game will be about 2800 taka and time will be two
and half months. This research begins from 23 rd January 2010 and will finish at 22 March
2010. A time schedule is given in below:
Time Working Schedule
29th January 2010-
11th
February 2010.
Proposal
Writing12th February 2010-
22nd February 2010
Pre
Testing
23rd February 2010-
2nd March 2010
Data
Collection
3rd March 2010-
10th March 2010
Draft
Report
12th March 2010-
22nd March 2010
Final
Report
Limitation: the most important limitation is time limitation, we face lots of problem while
doing survey.
7
-
7/30/2019 Marketing Reserch 1st Part
8/25
Annex 1: Hypothesis, Variables, Constructs and Operational definition:
Hypothesis Constructs Operational
H 1: The acceptability of the
cyber game caf to the
customers depends on the
service quality.
Service quality. 1. Computer literate or highly
trained employee.
2. Employees are polite and
helpful.
3. Providing famous games
(i.e. Command & Conquer,
Call of duty, Xbox etc.)
4. Network portal, 3D glass are
providing while playing.
H 2: The acceptability of the
cyber game caf to the
customers depends on Facilities
of cyber game cafes.
Facilities. 1. Head phone, microphone
facility.
2. Snacks and drinks facility.
3. Membership facility.
4. Tournament organizing and
participation facility.
5. Computer repair and
consulting.
6. Custom built computers,
web design,programming
classes orsummer camps, and
many othertechnology related
services.
8
http://en.wikipedia.org/wiki/Consultanthttp://en.wikipedia.org/wiki/Web_designhttp://en.wikipedia.org/wiki/Computer_programminghttp://en.wikipedia.org/wiki/Computer_programminghttp://en.wikipedia.org/wiki/Summer_camphttp://en.wikipedia.org/wiki/Summer_camphttp://en.wikipedia.org/wiki/Technologyhttp://en.wikipedia.org/wiki/Technologyhttp://en.wikipedia.org/wiki/Consultanthttp://en.wikipedia.org/wiki/Web_designhttp://en.wikipedia.org/wiki/Computer_programminghttp://en.wikipedia.org/wiki/Summer_camphttp://en.wikipedia.org/wiki/Technology -
7/30/2019 Marketing Reserch 1st Part
9/25
H 3: The acceptability of the
cyber game caf to the
customers depends on Pricing
or gaming charge of cyber game
cafes.
Pricing. 1. Moderate price.
2. Reasonable
membership fees.
3. Moderate tournament
participation charge.
H 4: The acceptability of the
cyber game caf to the
customers depends on
Tangibility of Cyber game
cafes.
Tangibility. 1. High speed modem/ LAN
cards.
2. Numbers of standard &
modern computers.
3. Airconditioner, sufficient
light system, sittingarrangements etc.
H 5: The acceptability of the
cyber game caf to the
customers depends on
Acceptability.
Acceptability. 1. Prefer mostly for
entertainment.
2. Refers cyber gaming
system to others for
entertainment and
excitement.
3. I again come to any
cyber gaming caf for
excitement and
entertainment.
9
-
7/30/2019 Marketing Reserch 1st Part
10/25
Frequency Table:
Age
Frequency Percent Valid Percent
Cumulative
Percent
Valid age= 12-17 years 20 27.8 27.8 27.8
age=17-29 years 50 69.4 69.4 97.2
age=above 29 years 2 2.8 2.8 100.0
Total 72 100.0 100.0
Mostly the Cyber game cafs 1st level target customers age is between 17-29 years. Thefrequency level is 50 and percentage is 69.4%. then second level target customers age is
between 12-17 years. The frequency level is 20 and percentage is 27.8%.
10
-
7/30/2019 Marketing Reserch 1st Part
11/25
Gender
Frequency Percent Valid Percent
Cumulative
Percent
Valid male 55 76.4 76.4 76.4
female 17 23.6 23.6 100.0
Total 72 100.0 100.0
Mostly the Cyber game cafs 1st
level target customer are male. The frequency level is55 and percentage is 76.4%. then second level target customers are female. The
frequency level is 17 and percentage is 23.6%.
11
-
7/30/2019 Marketing Reserch 1st Part
12/25
Family Income
Frequency Percent Valid Percent
Cumulative
Percent
Valid income=10000-20000 1 1.4 1.4 1.4
income=20000-30000 8 11.1 11.1 12.5
income=30000-40000 23 31.9 31.9 44.4
income= above 40000 40 55.6 55.6 100.0
Total 72 100.0 100.0
Most of the customers of the Cyber game cafs family income belong to above 40000
tk. The frequency level is 40 and percentage is 55.6%. the second large family income
group is 30000-40000 Tk. The frequency level is 23 and percentage rate is 31.9%.
12
-
7/30/2019 Marketing Reserch 1st Part
13/25
Educational stage
Frequency Percent Valid Percent
Cumulative
Percent
Valid education= high school level 14 19.4 19.4 19.4
education= college level 22 30.6 30.6 50.0
education=university level 36 50.0 50.0 100.0
Total 72 100.0 100.0
The 1st level target customers groups educational stage is university level. Frequency
level is 36 and percentage is 50%. And second level target groups educational stage is
college level. Frequency level is 22 and percentage rate is 30.6%.
13
-
7/30/2019 Marketing Reserch 1st Part
14/25
tick mark your location
Frequency Percent Valid Percent
Cumulative
Percent
Valid location= mirpur 12 16.7 16.7 16.7
location=mohammadpur 12 16.7 16.7 33.3
location=pallabi 12 16.7 16.7 50.0
location=dhanmondi 12 16.7 16.7 66.7
location=motijheel 12 16.7 16.7 83.3
location=gulshan 12 16.7 16.7 100.0
Total 72 100.0 100.0
14
-
7/30/2019 Marketing Reserch 1st Part
15/25
We collect our data from 6 areas in the Dhaka metropolitan city . they are Dhanmondi,
Motijheel, Mirpur, Gulshan and Pallabi thana. For each area we surveyed 12
questionnaires out of 72 sample data.
15
-
7/30/2019 Marketing Reserch 1st Part
16/25
Hobby
Frequency Percent Valid Percent
Cumulative
Percent
Valid 1,2,3 1 1.4 1.4 1.4
1,2,3,4 17 23.6 23.6 25.0
1,2,3,5 1 1.4 1.4 26.4
1,2,3,6 4 5.6 5.6 31.9
1,2,3,9 1 1.4 1.4 33.3
1,2,4 1 1.4 1.4 34.7
1,2,4,5 1 1.4 1.4 36.1
1,2,4,6 2 2.8 2.8 38.9
1,2,4,9 1 1.4 1.4 40.3
1,2,6 4 5.6 5.6 45.8
1,2,6,7 2 2.8 2.8 48.6
1,2,6,8 1 1.4 1.4 50.0
1,2,7,10 1 1.4 1.4 51.4
1,3,4,6 1 1.4 1.4 52.8
1,3,7 1 1.4 1.4 54.2
1,4,5,10 1 1.4 1.4 55.6
playing games 2 2.8 2.8 58.3
2,3,4 5 6.9 6.9 65.3
2,3,4,6 5 6.9 6.9 72.2
2,3,4,8 1 1.4 1.4 73.6
2,3,5,6 1 1.4 1.4 75.0
2,3,6 1 1.4 1.4 76.4
2,3,6,7 1 1.4 1.4 77.8
2,4,6 1 1.4 1.4 79.2
2,4,6,8 1 1.4 1.4 80.6
2,5,6 2 2.8 2.8 83.3
2,5,6,8 1 1.4 1.4 84.7
2,5,7 1 1.4 1.4 86.1
2,6 5 6.9 6.9 93.1
16
-
7/30/2019 Marketing Reserch 1st Part
17/25
The target customers of BDS game cafes are teenagers and young adults. They are
energeting , exciting loving and challenging in nature. Their hobbies are mostly traveling,
playing games, listening music and watching movie. Frequency level is 17 and
percentage rate 23.6%. And second most preferences are playing games and browsing
and surfing net. Frequency level is 5 and percentage rate is 6.9%.
Descriptive Statistics:
17
-
7/30/2019 Marketing Reserch 1st Part
18/25
Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
The game cafe provide
various world best rating
games
72 4.00 5.00 4.5694 .49863
the game cafe have skilled
staff72 2.00 5.00 4.3750 .72067
service was provided
efficiently72 2.00 5.00 4.3472 .67469
network gaming speed is
high72 3.00 5.00 4.3333 .58140
the modern technique tools 72 3.00 5.00 4.2778 .65482
the membership procedureof this cyber game cafe is
easy to understand
72 2.00 5.00 4.2639 .62783
the game cafe arrange
different international and
local cyber gaming
tournament
72 3.00 5.00 4.3472 .67469
the cyber game cafe provide
snake and drink facility72 2.00 5.00 4.1250 .78610
best quality headphone withmicrophone is provided to
keep the game cafe's
environment noise free and
pleasant
72 3.00 5.00 4.1389 .67773
computer repair and
consulting services given
by the cafe
72 2.00 5.00 3.6944 .74378
custom built computers
service facility is given by the
cafe
72 2.00 5.00 3.7361 .85569
Web design and
programming are often
arranged by the game cafe
72 2.00 5.00 3.5972 .94436
price of snacks and games
are reasonable72 3.00 5.00 4.0417 .61524
the gaming charge of this 2.00
18
-
7/30/2019 Marketing Reserch 1st Part
19/25
The game caf provide various worlds famous game is accepted where mean value is
4.5694 and std. deviation is .49863.The game caf have skilled staff is appropriate where
mean value is 4.3750 and std. deviation is .72067. Service is provided properly is
appropriate where mean value is 4.3472 and std. deviation is .67469.
The membership procedure is easy to understand where mean value is 4.2639 and std.
deviation is .62783. Computer repair and consulting given by the caf is appropriate
where mean value is 3.6944 and std. deviation is .74378.
The gaming charge of this caf is reasonable is appropriate where mean value is 4.2500
and std. deviation is .70711. Membership charge and fees are moderate is appropriate
where mean value is 4.1667 and std. deviation is .82223.
The game caf use high speed LAN card with computers is appropriate where mean value
is 4.0417 and std. deviation is .59191.
The overall service quality of this game caf is excellent is appropriate where mean value
is 4.4444 and std. deviation is .52779.
Descriptive Statistics
N Mean Std. Deviation
service 72 4.3806 .42877
facility 72 3.9861 .45313
price 72 4.1528 .52164
tangibility 72 4.0509 .40598
acceptability 72 4.3472 .47707
Valid N (list wise) 72
19
-
7/30/2019 Marketing Reserch 1st Part
20/25
The service quality is very good where mean value is 4.3806 and std. deviation is .42877
and it is agreed by most of the customers.
The acceptability of game cafs mean value is 4.3472 and std. deviation is .47707 and
the price of the game cafes mean value is 4.1528 and std. deviation is .42877. so they are
in good position and neutral by most of the customer.
The service facility of the game cafes are moderate because the mean value 3.9861 and
std. deviation is .45313.
Correlations:
20
-
7/30/2019 Marketing Reserch 1st Part
21/25
Correlations
service facility price tangibility acceptability
service Pearson Correlation 1 .427** .249* .351** .441**
Sig. (2-tailed) .000 .035 .003 .000
N 72 72 72 72 72
facility Pearson Correlation .427** 1 .350** .288* .419**
Sig. (2-tailed) .000 .003 .014 .000
N 72 72 72 72 72
price Pearson Correlation .249* .350** 1 .251* .406**
Sig. (2-tailed) .035 .003 .033 .000
N 72 72 72 72 72
tangibility Pearson Correlation .351** .288* .251* 1 .470**
Sig. (2-tailed) .003 .014 .033 .000
N 72 72 72 72 72
acceptability Pearson Correlation .441** .419** .406** .470** 1
Sig. (2-tailed) .000 .000 .000 .000
N 72 72 72 72 72
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).
1. Under the pearson bivariate correlation Service quality and acceptability is correlated
at 44.1% where significance level is 99.99 and the no. of respondents are 72 i.e. if we
change the variable under the quality 100% than it will effect the change in Acceptability
at 44.1% and vice versa.
2. Under the pearson bivariate correlation Service quality and tangibility is correlatevard
at 35.1% where significance level was 99.99 and the no. of respondents are 72 i.e. if we
change the variable under service quality 100% than it will effect the change in company
image at 35.1% and vice versa.
3. Facility and price is correlated at 35% where significance level was 99.99 and the no.
of respondents are 72 i.e. if we change the variable under facility 100% than it will effect
the change in price at 100% and vice versa.
21
-
7/30/2019 Marketing Reserch 1st Part
22/25
22
-
7/30/2019 Marketing Reserch 1st Part
23/25
Conclusion
& Recommendation:
Recommendation:
23
-
7/30/2019 Marketing Reserch 1st Part
24/25
This research based on acceptance of Cyber Game Cafes in Dhaka Metropolitan City.
from this research we recommend the followings. The company must focus on those for
the betterment of the company and the brand image and increasing customer traffic.
1. The mean value of service facility of the game cafes are moderate because the
mean value 3.9861 and std. deviation is .45313.
2. For increasing the acceptability of Cyber Game cafes , game cafes should give
more emphasize with the followings on the basis of service facility and tangibility
because of they are less good position compared with other independent variables:
Cyber game cafes should arrange more web designing and programming
classes.
They should also providing more consultancy and computer related service
facility.
Cyber gaming zones should have more well equipped i.e. have sufficient 3D
glasses, touch pad for increase the gaming quality, quality microphone etc.
Conclusion:
24
-
7/30/2019 Marketing Reserch 1st Part
25/25
As we know that Cyber Game cafs are the playing zone where people can play
various types of games through LAN networking and this is a totally new form of
technology related business for Bangladesh. From the above report we have
learned that in the product life-cycle of the Cyber Game Cafes is in the
introduction stage because they are at present working to build awareness and
knowledge about game cafes to the potential and target customers.
On the other hand we have learned some work while preparing a complete report
such as preparing a sample with the sampling method, making questionnaire for
the survey, some SPSS program for coding the data, analyze the data in a proper
way and most important we experience some practical situation problem while
doing survey and we solve it very carefully with our knowledge and experience
learned from our honorable and respected course teacher Mr. Khondaker
Sazzadul Karim . Thank you very much sir for everything that we have learned
from you.