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Marketing Research Essay

1085 words - 5 pages

DEMOGRAPHIC PROFILE |
  |   |   |
DATA | f | % |
  |   |   |
AGE |   |   |
17-25 | 247 | 61.75 |
26-35 | 131 | 32.75 |
36-45 | 15 | 3.75 |
46-55 | 5 | 1.25 |
56-65 | 1 | 0.25 |
65 ABOVE | 1 | 0.25 |
TOTAL | 400 | 100 |
  |   |   |
GENDER |   |   |
FEMALE | 246 | 61.5 |
MALE | 154 | 38.5 |
  | 400 |   |
  |   |   |
INCOME |   |   |
0 | 162 | 41 |
1,000-8,000 | 142 | 35.50 |
9,000-16,000 | 53 | 13.25 |
17,0000-24,000 | 28 | 7.00 |
25,0000-32,000 | 13 | 3.25 |
33,000-40,000 | 2 | 0.50 |
  | 400 |   |
  |   |   |
OCCUPATION |   |   |
none/bystander | 57 | 14.25 |
student | 98 | 24.5 |
housewife | 16 | 4 |
employed | 218 | 54.5 |
...view middle of the document...

18 | 0.95 | |
14. I might not get what I ordered through online shopping | 3.26 | 0.98 | |
15. I might receive malfunctioning merchandise | 3.21 | 0.95 | |
PERSONALITY | | | |
16. Online shopping makes my shopping easy | 3.3 | 0.96 | |
17. Online shopping gives me better control on my expenses | 3.29 | 0.97 | |
18. I find online shopping compatible with my life-style | 3.27 | 0.97 | |
ATTITUDES | | | |
19. I can buy the products anytime 24 hours a day while shopping online | 3.23 | 0.98 | |
20. Detail information is available while shopping online | 3.23 | 0.98 | |
21. The website design helps me in searching the products easily | 3.24 | 0.96 | |
22. I like to shop online from a trustworthy website. | 3.15 | 0.95 | |
23. I feel safe and secure while shopping online | 3.15 | 0.97 | |
24. Online shopping takes less time to purchase. | 3.21 | 0.97 | |
|

AGE

ANOVA |
| Sum of Squares | df | Mean Square | F | Sig. |
MOTIVATION | Between Groups | 29.680 | 33 | .899 | 1.878 | .003 |
| Within Groups | 175.755 | 367 | .479 | | |
| Total | 205.434 | 400 | | | |
PERCEPTION | Between Groups | 25.928 | 33 | .786 | 1.380 | .084 |
| Within Groups | 208.942 | 367 | .569 | | |
| Total | 234.871 | 400 | | | |
PERSONALITY | Between Groups | 43.049 | 33 | 1.305 | 2.048 | .001 |
| Within Groups | 233.759 | 367 | .637 | | |
| Total | 276.808 | 400 | | | |
ATTITUDE | Between Groups | 29.074 | 33 | .881 | 1.575 | .025 |
| Within Groups | 205.237 | 367 | .559 | | |
| Total | 234.311 | 400 | | | |

Significant difference on the level of the consumer behavior of selected online buyers in Davao City when analyzed by Age:

consumer behavior | f-value | p-value | decision |
motivation | 1.878 | 0.003 | reject Ho |
perception | 1.380 | 0.084 | accept Ho |
personality | 2.048 | 0.001 | reject Ho |
attitude | 1.575 | 0.025 | reject Ho |

Gender

ANOVA |
| Sum of Squares | df | Mean Square | F | Sig. |
MOTIVATION | Between Groups | 2.926 | 1 | 2.926 | 5.776 | .017 |
| Within Groups | 202.610 | 400 | .507 | | |
| Total | 205.536 | 401 | | | |
PERCEPTION | Between Groups | 4.004 | 1 | 4.004 | 6.935 | .009 |
| Within Groups | 230.917 | 400 | .577 | | |
| Total | 234.921 | 401 | | | |
PERSONALITY | Between Groups | 2.221 | 1 | 2.221 | 3.235 | .073 |
| Within Groups | 274.591 | 400 | .686 | | |
| Total | 276.812 | 401 | | | |
ATTITUDE | Between Groups | .148 | 1 | .148 |...

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