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Customers of Friendly Market Issues - Case Study Example

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Subject: Marketing
Type: Case Study
Level: Undergraduate
Pages: 3 (750 words)
Downloads: 0

Extract of sample "Customers of Friendly Market Issues"

The paper "Customers of Friendly Market Issues" is a great example of a Marketing Case Study. Market surveys usually target a selected sample of the population. This is because sampling is more convenient, reliable and less costly. However, in order to carry out a given survey effectively, proper preparation should be done. These may include the design and preparation of survey questionnaires, identification of the target population, clear identification of the sampling frame to be used and carrying out other logistical evaluations that will ensure a successful survey. In this case study, the associations between the demographic and lifestyle characteristics of the 162 respondents were related to the customers of the friendly market and Circle K.

Q1. Descriptive Statistics

Table 1: Summary of the classification of the respective variables and the appropriate statistics related to such variables

Variable name

Scale

Statistics

FRIENDLY

Nominal

Frequencies, Percentages

CIRCLE

Nominal

Frequencies, Percentages

DWELL

Nominal

Frequencies, Percentages

Nominal

Frequencies, Percentages

WORK

Nominal

Frequencies, Percentages

COMMUTE

Nominal

Frequencies, Percentages

BARGAIN

Nominal

Frequencies, Percentages

CASH

Nominal

Frequencies, Percentages

QUICK

Nominal

Frequencies, Percentages

KNOW ME

Nominal

Frequencies, Percentages

HURRY

Nominal

Frequencies, Percentages

Table 2: Frequency statistics for the variables included in the sampling frame

Use Friendly Market

Frequency

Percent

Valid

Do not use Regularly

55.6

Use Regularly

44.4

Total

162

100.0

Use Circle K

Frequency

Percent

Valid

Do not use Regularly

24.1

Use Regularly

123

75.9

Total

162

100.0

Type of Dwelling

Frequency

Percent

Valid

Own Home

17.9

Rent

133

82.1

Total

162

100.0

Respondent's Sex

Frequency

Percent

Valid

Male

46.9

Female

53.1

Total

162

100.0

Work Status

Frequency

Percent

Valid

Full time

54.3

Part-time

27.8

Retired/ Do Not Work

17.9

Total

162

100.0

Pass by Friendly Market & Circle K?

Frequency

Percent

Valid

15.4

Yes

108

66.7

Total

133

82.1

Missing

System

17.9

Total

162

100.0

Look for bargains

Frequency

Percent

Valid

Disagree

2.5

Neither Agree Nor Disagree

21.6

Agree

123

75.9

Total

162

100.0

Always pay cash

Frequency

Percent

Valid

Disagree

15.4

Neither Agree Nor Disagree

101

62.3

Agree

22.2

Total

162

100.0

Like quick, easy shopping

Frequency

Percent

Valid

Disagree

12.3

Neither Agree Nor Disagree

100

61.7

Agree

25.9

Total

162

100.0

Shop where they know me

Frequency

Percent

Valid

Disagree

27.8

Neither Agree Nor Disagree

27.2

Agree

45.1

Total

162

100.0

Always in a hurry

Frequency

Percent

Valid

Disagree

42.0

Neither Agree Nor Disagree

49.4

Agree

8.6

Total

162

100.0

Q2.Do Friendly Market and Circle K have the same customers?

Table 3: Summary of Cross-tabulation frequencies and percentages

Use Friendly Market

Use Circle K

Do Not Use Regularly

Total

Use Regularly

Use Friendly Market

Do not use Regularly

Count

% within Use Friendly Market

14.4%

85.6%

Use Regularly

Count

% within Use Friendly Market

36.1%

63.9%

Total

123

162

To evaluate whether the friendly market and Circle K have the same customers, formulate a null hypothesis that states that the Friendly market and Circle K do not have the same customers and test it against the alternative hypothesis, at a significance level of 5%.

The chi-square test showed that there is a significant association between the customers of the friendly market and Circle K. χ2(1) = 10.273, p = .001. Therefore, at alpha level of significance .05, reject the null hypothesis. Hence, the Friendly market and Circle K have the same customers. As indicated in Table 3, 14.4% of the respondents who do not use regularly the Friend market also do not use regularly the Circle K, while 63.9% of the respondents who use regularly the Friend market also use regularly Circle K.

Q3. What is the demographic profile associated with Friendly Market’s customers?

Table 4: Cross-tabulation frequencies and percentages

Demographic Variable

Patronage of Friendly Market

Do Not Use Regularly

Dwelling

Own

82.8%

17.2%

Rent

49.6%

50.4%

To evaluate the demographic profile associated with customers of friendly market; formulate a null hypothesis which states that there is no association between the customers of Friendly market and the type of dwelling. Subsequently, test the null hypothesis against an alternative hypothesis, at significance level of 5%.

The chi-square test showed that there is a significant association between the customers of Friendly market and type of dwelling. The Pearson chi-square, χ2(1) = 10.586, p = .001, therefore, at alpha level of significance .05, reject the null hypothesis. Hence, there is a significant association, between the type of dwelling and the customers of Friendly market. 82.8% of the respondents who own homes do not use regularly the Friend market regularly with only 17.2% of the homeowners estimated to be using the friendly market regularly. On the other hand, 50.4% of those who rent their homes use the friendly market regularly while 49.6% of the respondents, who are tenants, do not use friendly market regularly.

Q4. What is the demographic profile associated with Circle K’s customers?

Table 5: Cross-tabulation frequencies and percentages

Demographic Variable

Patronage of Circle K

Do Not Use Regularly

Dwelling

Own

27.6%

72.4%

Rent

23.3%

76.7%

To evaluate the demographic profile that is associated with Circle K’s customers; formulate a null hypothesis which states that there is no association between the customers of Circle K and the type of dwelling. Subsequently, test the null hypothesis against an alternative hypothesis, at significance level of 5%. The chi-square test showed that there is no significant association between the customers of Circle K market and type of dwelling. The Pearson chi-square, χ2(1) = .238, p = .625, therefore, at alpha level of significance .05, accept the null hypothesis.

Table 5 shows the association between Friendly market customers and lifestyle. To evaluate the nature of the association between the respective variables; formulate a null hypothesis for the respective lifestyle variables which states that there is no association between the customers of Friendly Market and the lifestyle variable. Subsequently, test the null hypotheses against alternative hypotheses, at a significance level of 5%.

As indicated in Table 7, the only significant association at a 5% level of significance is between the lifestyle variable ‘shopping where they know me’ and the Friendly market. The Pearson chi-square, χ2(2) = 59.296, p = .000, for the hypothesis test relating to lifestyle variable ‘shopping where they know me’ and Friendly market. Hence, at the alpha level of significance .05, reject the null hypothesis which states that there is no association between customers shopping where they are known and Friendly Market and concludes that there is indeed significant association between lifestyle variable ‘shopping where they know me’ and Friendly market.

The sample used in the survey can be said to be reliable. This is because the sampling frame consists of a substantially large sample size of 162 respondents. Therefore, the information collected from the survey is reliable to be used in decision making. Based on the findings of the survey, there is a significant association between the customers of the friendly market and Circle K. This implies that the Friendly market and Circle K have the same customers.

In addition, as established from the test of the hypothesis, there is a significant association between the customers of the Friendly market and the type of dwelling with the majority of the customers who use a friendly market regularly renting their homes. Furthermore, statistical data analysis also established that the majority of customers who prefer to shop where they are known to use Friendly Market regularly.

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