Market Research Project - Caddyhome - 1731 Words

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. 2.†¦show more content†¦To see in which direction it goes, we have to look at the descriptive statistics. Our mean for grocery products will lay somewhere between zero (never bought a grocery product online last month) and 1 (bought at least one product last month). We find a mean of 0,0962 for grocery products which is very close to zero. From this, we can conclude that people, on average, don’t use the internet to buy grocery products online. Furthermore, by looking at the frequencies, we see that our respondents answered that they never bought grocery products online 42 times more often than we expected. We can also see that the residual for the option that they did buy grocery products online is minus 42. We can conclude that the majority of the respondents don’t buy grocery products online. For non grocery products, we find a p value of 0.327 which indicates that the observed frequencies are equal to the expected frequencies. Looking at the mean of 0.5481, we can conclude that 55 per cent of the respondents at least once bought a non grocery product online. Also, looking at the residuals, we see that only 5 more people than we expected, answered that they bought non grocery products online. These numbers tell us that half of the respondents used internet to buy at least one non-grocery product online last month. Research question 3 Is there a relationship between age and the interest to buy in an online hypermarket? H0 :Show MoreRelatedMarket Research Project - Caddyhome1719 Words   |  7 Pagessummary 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