PCMall Case Study
Assignment PC Mall Answers
1)i) PC Mall shoppers are loyal customers, we can see that 41,15% of buyers purchased more than 11 products and 27,17% bought between 5 and 10 products. The distribution is different for the MacMall users: 42,49% of users bought between 2 and 4 products and 34,79% bought between 5 and 10 products. So we can see that they are not as loyal and repeated customers as PC Mall users.
1)ii) For PC Mall users the influence of Price Search Engines (41,65%) and Catalogs (40,36%) are kind of close, so we can assume that both of these factors influence these buyers decision. For MacMall users the main influence is Catalogs with 66,10%, and around the same percentage for PCMall and MacMall users. This means that Catalogs are one of the main buying influences amount the 3 segments and that it’s a key communication vector that must be taken into consideration.
1)iii) 54,62% of PC Mall users think that they receive just the right amount of catalogs. It implies that there is no real use in considering changing anything about the distribution frequency of the Catalogs. Plus nearly 50% (47.5%) PCMall customers want to receive catalogs monthly.
2)If we put the hypothesis this way:
Ho: There is no significant relationship between shopping frequency and PCMall segment
Ha: There is a significant relationship between shopping frequency and PCMall segment
Since alpha=0,05 and p-value=0; p-valuealpha, if failed to reject the null hypothesis, hence Ho is valid and there is a significant relationship between the overall satisfaction rating and PC Mall user segment.
3)ii) If we set the hypothesis this way then :
Ho: There is a significant difference in overall satisfaction ratings by PC Mall and MacMall users
Ha: There is no significant difference in overall satisfaction ratings by PC Mall and MacMall users
Since, alpha = .05 and p-value=.14, p-value>alpha, if failed to reject the null hypothesis, hence Ho is valid and there is a significant
1)i) PC Mall shoppers are loyal customers, we can see that 41,15% of buyers purchased more than 11 products and 27,17% bought between 5 and 10 products. The distribution is different for the MacMall users: 42,49% of users bought between 2 and 4 products and 34,79% bought between 5 and 10 products. So we can see that they are not as loyal and repeated customers as PC Mall users.
1)ii) For PC Mall users the influence of Price Search Engines (41,65%) and Catalogs (40,36%) are kind of close, so we can assume that both of these factors influence these buyers decision. For MacMall users the main influence is Catalogs with 66,10%, and around the same percentage for PCMall and MacMall users. This means that Catalogs are one of the main buying influences amount the 3 segments and that it’s a key communication vector that must be taken into consideration.
1)iii) 54,62% of PC Mall users think that they receive just the right amount of catalogs. It implies that there is no real use in considering changing anything about the distribution frequency of the Catalogs. Plus nearly 50% (47.5%) PCMall customers want to receive catalogs monthly.
2)If we put the hypothesis this way:
Ho: There is no significant relationship between shopping frequency and PCMall segment
Ha: There is a significant relationship between shopping frequency and PCMall segment
Since alpha=0,05 and p-value=0; p-valuealpha, if failed to reject the null hypothesis, hence Ho is valid and there is a significant relationship between the overall satisfaction rating and PC Mall user segment.
3)ii) If we set the hypothesis this way then :
Ho: There is a significant difference in overall satisfaction ratings by PC Mall and MacMall users
Ha: There is no significant difference in overall satisfaction ratings by PC Mall and MacMall users
Since, alpha = .05 and p-value=.14, p-value>alpha, if failed to reject the null hypothesis, hence Ho is valid and there is a significant