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Hypothesis Testing & Retail Audit

This study explores the relationship between different types of malls and consumer decision-making (CDM) styles. It examines how various retail audits, including Thalia, Weltbild, and sports stores, influence consumer behavior. The research indicates that CDM styles remain independent of shopping contexts. Through evaluating factors such as price sensitivity, quality-consciousness, and purchase preferences in potential customers including students in Berlin, the findings provide insights into the preferences and behaviors of modern consumers in both book and sports retail environments.

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Hypothesis Testing & Retail Audit

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  1. Hypothesis Testing & Retail Audit In Consumer Behavior 06.01.2014 Laura Brosch, Iris Kaiser, Tanvi Sharma

  2. H1: Type of mall does not affect CDM styles Factorloadings:Numericalvaluesindicatingstrength & directionof a factor on a measuredvaluable (item)  Indicatehowstronglythefactorinfluencesthemeasured variable (item) Source: M. Rahn: Factor Analysis: A Short Introduction, Part 1. URL: http://www.theanalysisfactor.com/factor-analysis-1-introduction/, [30.11.2013]

  3. CDM stylesarefoundtobeindependentof different shoppingcontexts

  4. Retail Audit: Thalia

  5. Retail Audit: zeilenreich

  6. Retail Audit: Weltbild

  7. Retail Audit: Book Stores

  8. Retail Audit: Runners Point

  9. Retail Audit: Intersport

  10. Retail Audit – Sport Stores

  11. Consumer observation • Purchase I) E-Book Reader • Purchase II) runningshoes

  12. Information search • Evaluation of alternatives Purchase I) E-Book reader Impact ofrankings • Brochure • Flyers • Contactingserviceassistant • E-Book orTablet? • Criteria: • Price • Handling • Recommendationby a friend via phone-call

  13. Customer profile: „Book lover“ • Age: 24-30 • Occupation: Student • Income level: max. 12.000 €/ year • Location: Berlin • Habits andlikes: reading, middle- expenseentertainment, middletechnicalaffinity • Decision style: priceconscious/ valueformoney • Repurchasepossibility: middle(~ in 2 years)

  14. Evaluation of alternatives • Information search • Information search Purchase II) runningshoes • Contactingserviceassistant 3 times • 3 different models • Criteria: • Design • Quality • Perfect fit • - Check via phone

  15. Customer Profile„The sportyfashionconscious“ • Age: 22 - 25 • Occupation: Student • Income level: 12.000 €/ year • Location: Berlin • Habits andlikes: fashionconscious, sporty, strivingforthenewest • Decision style: noveltyandfashionconscious, high qualityconscious • Repurchasepossibility: high (half a year – 1 year)

  16. Hypothesis Testing on IMM Monkeys

  17. Source: http://goo.gl/N3NXgO Hypothesis Testingon IMM Monkeys Weare all collaboratingnegotiators!! YAY!! H1: 70% ofthefemalestudentsofour IMM classhave a collaboratingnegotiationstyle Well 70% ofgirls in thismasterusuallyarecollaborating…

  18. Hypothesis Testingon 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.

  19. ThankYou

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