Market Research Project - Caddyhome

1717 words 7 pages
1. Executive summary
The purpose of this research report is to find out whether customers are interested in an online hypermarket. To analyze this, the research is divided in three topics. The first one discusses the interest from customers to buy online. The second looks at drivers and barriers for people to buy online. Finally, the third topic investigates the different product categories that Caddyhome should include in their assortment. To analyze these topics, a market research was conducted through a face to face questionnaire and the results analyzed through a statistical program called SPSS. These results can be found in Appendix A. On the basis of these results, recommendations are given to Caddyhome regarding these topics.

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We chose this test value of 3 because 3 is the neutral value on our interest scale which goes from 1 to 5. So a non equal score would show interest from the customers for the hypermarket.
When we run this test in SPSS we will compare the significance value according to the significance levels identified by Bowerman and O’Connell (2003). According to them, we need at least a p-value of 0.10 to have some evidence to reject the null hypothesis. The result of the statistic test gives us a p-value of 0.754. Thus the H0 hypothesis will not be rejected for the 10% significance level. We can conclude that customers are indifferent in purchasing in an online hypermarket.

Research question 2
Do customers use internet to buy online?
For grocery products:
H0: Observed frequency is equal to expected frequency (50%)
Ha: Observed frequency is not equal to expected frequency (50%)

For non grocery products:
H0 : observed frequency is equal to expected frequency (50%)
Ha: observed frequency is not equal to expected frequency (50%)

The questionnaire questions we addressed for this research question are question 2 and 3. We divided the answers into two groups, either a person never bought a product online, or he did. This means that we downgraded the measurement scale form ordinal to nominal. Consequently, the expected frequencies for every option are 50% and we have to use a one sample chi square. We first discuss the grocery products. We find that the p value for grocery