Hypothesis Testing & Retail AuditIn Consumer Behavior06.01.2014

Laura Brosch, Iris Kaiser, Tanvi Sharma

H1: Type of mall does not affect CDM styles

Factor loadings:Numerical values indicating strength & direction of a factor on a measured valuable (item)

Indicate how strongly the factor influences the measured variable (item)

2

Source: M. Rahn: Factor Analysis: A Short Introduction, Part 1. URL: http://www.theanalysisfactor.com/factor-analysis-1-introduction/, [30.11.2013]

3

CDM styles are found to be independent of different shopping

contexts

4

Retail Audit: Thalia

5

Retail Audit: zeilenreich

6

Retail Audit: Weltbild

7

Retail Audit: Book Stores 

AttributesImportance

Weights Thalia zeilenreich Weltbild  Layout 25% 2 0,5 4 1 5 1,25

  Crowded/Not Crowded 5% 4 0,2 4 0,2 4 0,2

Store´s interior

Floor Covering

25% 2 0,5 3 0,75 5 1,25

Store FixturesWidth of Aisles

Signage/Displays

Store-frontSigns

20% 2 0,4 2 0,4 5 1Entrances

Sensory Experience

Lighting

25% 3 0,75 3 0,75 4 1ColorNoiseSmellsTemperature

Total 100 2,35 3,1 4,7

8

Retail Audit: Runners Point

9

Retail Audit: Intersport

10

Retail Audit – Sport Stores 

AttributesImportance

Weights Runner´s Point Intersport  Layout 25% 4 1 4 1

  Crowded/Not Crowded 5% 2 0,1 3 0,15

Store´s interior

Floor Covering

25% 4 1 4 1

Store FixturesWidth of AislesSignage/Displays

Store-frontSigns

20% 3 0,6 4 0,8Entrances

Sensory Experience

Lighting

25% 4 1 4 1ColorNoiseSmellsTemperature

Total 100 3,7 3,95

11

- Purchase I) E-Book Reader

- Purchase II) running shoes

Consumer observation

12

Purchase I) E-Book reader- Brochure

- Flyers

- Contacting service assistant

Impact of rankings

Evaluation of

alternatives

- E-Book or Tablet?

- Criteria: • Price• Handling

Information search

Recommendation by a friend via phone-call

13

Customer profile: „Book lover“• Age: 24-30• Occupation: Student• Income level: max. 12.000 €/ year• Location: Berlin• Habits and likes: reading, middle- expense

entertainment, middle technical affinity

• Decision style: price conscious/ value for money

• Repurchase possibility: middle (~ in 2 years)

14

Purchase II) running shoes- Contacting service

assistant 3 times

Evaluation of

alternatives- 3 different models

- Criteria: • Design• Quality• Perfect fit

- Check via phone

Information search

Information search

15

Customer Profile„The sporty fashion conscious“• Age: 22 - 25• Occupation: Student• Income level: 12.000 €/ year• Location: Berlin• Habits and likes: fashion conscious, sporty,

striving for the newest• Decision style: novelty and fashion conscious,

high quality conscious • Repurchase possibility: high (half a year – 1 year)

16

Hypothesis Testing on IMM Monkeys

17

Hypothesis Testing on IMM Monkeys

Well 70% of girls in this

master usually are

collaborating…

We are all collaborating

negotiators!! YAY!!

H1: 70% of the female students of our IMM class have a collaborating negotiation style

Source: http://goo.gl/N3NXgO

18

Hypothesis Testing on 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

Thank You