Project Report on Consumer Behaviour
Table of Contents
Executive Summary 3
Introduction 4
Objectives 4
Primary Research Objective 4
Secondary Research Objectives 4
Methodology 5
Survey Administration 5
Sampling 5
Data Reduction 5
Data Analysis 5
Findings 5
CROSS TABULATIONS 5
REGRESSION ANALYSIS 5
ANOVA 5
CLUSTER ANALYSIS 5
DISCRIMINANT WITH CLUSTER ANALYSIS 5
FACTOR ANALYSIS 5
Conclusions 5
Annexures 5
Annexure 1a: Agglomeration Schedule for Cluster Analysis 5
Annexure 1b: Correlation Matrix for Factor Analysis 5
Annexure 1c: ANOVA Table for Regression Analysis 5
Annexure 2a: Questionnaire for Exploratory Research 5
Annexure 2b: Final Questionnaire 5
Executive Summary
The project focused on finding out the Online Buying Behaviour of consumers between the age group of 18-30 years. The stated objective of the study was further broken down to secondary objectives which aimed at finding information regarding the popular product categories, frequency of purchases, average spending, factors affecting buying decision process etc.
The exploratory research was carried out with 27 respondents with a set of 10 open ended questions. The exploratory findings helped us in determining the key factors which needed to be further explored for research. The secondary research was taken from sources like Indian Journal of Management Technology, Zinnov LLC, and ACNielson. The questionnaire designed had 9 questions and was administered to 106 respondents. Each of the questions was designed to satisfy at least one of the secondary objectives of the research. The response format was of a mixed variety which also helped in better determination of outcomes.
Post data reduction, Cross tabulation was used for analyzing the causal relationship between different pairs of factors. ANOVA was also applied to a pair of factors.
The Regression Analysis between the dependent variable “Average Amount spent per purchase made online” and the independent variables of
Executive Summary 3
Introduction 4
Objectives 4
Primary Research Objective 4
Secondary Research Objectives 4
Methodology 5
Survey Administration 5
Sampling 5
Data Reduction 5
Data Analysis 5
Findings 5
CROSS TABULATIONS 5
REGRESSION ANALYSIS 5
ANOVA 5
CLUSTER ANALYSIS 5
DISCRIMINANT WITH CLUSTER ANALYSIS 5
FACTOR ANALYSIS 5
Conclusions 5
Annexures 5
Annexure 1a: Agglomeration Schedule for Cluster Analysis 5
Annexure 1b: Correlation Matrix for Factor Analysis 5
Annexure 1c: ANOVA Table for Regression Analysis 5
Annexure 2a: Questionnaire for Exploratory Research 5
Annexure 2b: Final Questionnaire 5
Executive Summary
The project focused on finding out the Online Buying Behaviour of consumers between the age group of 18-30 years. The stated objective of the study was further broken down to secondary objectives which aimed at finding information regarding the popular product categories, frequency of purchases, average spending, factors affecting buying decision process etc.
The exploratory research was carried out with 27 respondents with a set of 10 open ended questions. The exploratory findings helped us in determining the key factors which needed to be further explored for research. The secondary research was taken from sources like Indian Journal of Management Technology, Zinnov LLC, and ACNielson. The questionnaire designed had 9 questions and was administered to 106 respondents. Each of the questions was designed to satisfy at least one of the secondary objectives of the research. The response format was of a mixed variety which also helped in better determination of outcomes.
Post data reduction, Cross tabulation was used for analyzing the causal relationship between different pairs of factors. ANOVA was also applied to a pair of factors.
The Regression Analysis between the dependent variable “Average Amount spent per purchase made online” and the independent variables of