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Marketing Report

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Student Name (Chinese Characters):黃彥銘 Student ID Number: 9631033

Student Name (Chinese Characters):林韋君 Student ID Number: 9631010

Student Name (Chinese Characters):李春霈 Student ID Number: 9631011

Student Name (Chinese Characters):郭曉蓉 Student ID Number: 9631013

Student Name (Chinese Characters):張欣怡 Student ID Number: 9631052

Marketing Report

Outline

- Introduction
- Problem
- ConferenceItem
- Hypotheses
- Methodologies-Excel、Minitab
- Data analysis
- Conclusion

Introduction

- Xiang-Si bean curd pudding store is located in Dorm-Female-2 restaurant in NCTU
- It provides different kinds of drinks and sweets such as bean curd pudding, shaved ice and sweet soup

Introduction

- One of the workers, named aunt Chen-Jun, in the store is so nice and is voted to be the most famous person in NCTU
- The reporter in TTV even came to do an interview with her and promoted this store on TV

Problem

- Although the store already had been promoted on TV news, the sales amount of the store just keeps in a “good” level, not in an “excellent” level.

ConferenceItem

- We want to try to use our “Point Credit Card” to see if it can stimulate consumers and make them buy product from the store.
- we probe into the principal factors of the stamps whether influence the customer purchasing behavior or not.

Hypotheses

The amount of cash to get one point affects consumer’s behavior.

The amount of cash to get one point affects consumer’s behavior. Among the three alternatives：”twenty dollars”, ”twenty-five dollars”, and” thirty dollars”, we suppose that twenty-five dollars is the highest limit for a consumer to get one point.

The period of activity does affects consumer’s behavior.

Hypotheses

- The period of activity does affects consumer’s behavior. Among the three alternatives：”two weeks”, ” one month”, and” two months”, we suppose that one month is the shortest limit that consumers could accept for the activity.
- The amount of points to get the banana boat affects consumer’s behavior.
- The amount of points to get the banana boat affects consumer’s behavior.

Hypotheses

- The amount of points to get the banana boat affects consumer’s behavior. Among the three alternatives：”ten points”, ”fifteen points”, and” twenty points”, we suppose that twenty points are the highest limit for consumers to attend the activity.
- The characteristic that banana boat is just sent for consumers finishing the points credit card and not for sale affects consumer’s behavior.

Methodologies- Excel

- First step-we input the collecting data to the Microsoft Excel.
- Second step-we use Excel to calculate the individual percentage of the four factors that we have assumed in the beginning and the amount of the survey candidates’ agreement or disagreement. After inputting those data, we will have some pie charts.

Methodologies- Excel

- Third step-we can make use of the pie charts to do the statistic analyses by comparing between the four factors and we will find out which factor influences customers’ behavior most and the relationship among the factors.

Methodologies- Minitab

- First step-we choose the “Stat” on the tool bar and select “Basic Statistics”, “2 proportions”, and “Summarized data”.
- Second step-under the “Summarized data”, we fill out the relating data in “First sample” and “Second sample”.

Methodologies- Minitab

- Third step-we The “Option” sub dialog box gives us a chance to specify the confidence level (95.0), test proportion (0.05), alternative hypothesis (greater than), and whether Minitab should use a pooled estimate of p for the test.
- Fourth step-we will get the analyses and we can conclude from the confidence interval and p-value from the data.

Hypothesis 1

- The amount of cash to get one point affects consumer’s behavior.

Hypothesis 1

- Test and CI for One Proportion: x1
- Event = 1
- Variable X N Sample p 95% CI
- x1 36 50 0.720000 (0.575095, 0.837689)
- In Hypothesis 1, we suppose that the amount of cash to get one point affects consumer’s behavior. Then, we suppose that H0: P<=0.5, H1: P>0.5. If the confidence interval is over 0.5, we can reject H0. Therefore, we have the sufficient evidence to conclude that the Hypothesis 1 is true.

Hypothesis 2

- The amount of cash to get one point affects consumer’s behavior. Among the three alternatives：”twenty dollars”, ”twenty-five dollars”, and” thirty dollars”, we suppose that twenty-five dollars is the highest limit for a consumer to get one point.

Hypothesis 2

- Test and CI for Two Proportions: C2 (two weeks), C3 (one month)
- Event = 1
- Variable X N Sample p
- C2 6 36 0.166667
- C3 27 36 0.750000
- Difference = p (C2) - p (C3)
- Estimate for difference: -0.583333
- 95% CI for difference: (-0.769956, -0.396711)
- Test for difference = 0 (vs not = 0): Z = -6.13 P-Value = 0.000
- Fisher's exact test: P-Value = 0.000

Hypothesis 2

- Test and CI for Two Proportions: C2 (two weeks), C4 (two months)
- Event = 1
- Variable X N Sample p
- C2 6 36 0.166667
- C4 3 36 0.083333
- Difference = p (C2) - p (C4)
- Estimate for difference: 0.0833333
- 95% CI for difference: (-0.0682308, 0.234897)
- Test for difference = 0 (vs not = 0): Z = 1.08 P-Value = 0.281
- Fisher's exact test: P-Value = 0.478

Hypothesis 2

- Test and CI for Two Proportions: C3 (one month), C4 (two months)
- Event = 1
- Variable X N Sample p
- C3 27 36 0.750000
- C4 3 36 0.083333
- Difference = p (C3) - p (C4)
- Estimate for difference: 0.666667
- 95% CI for difference: (0.498861, 0.834473)
- Test for difference = 0 (vs not = 0): Z = 7.79 P-Value = 0.000
- Fisher's exact test: P-Value = 0.000

Hypothesis 2

- Test and CI for Two Proportions: C2 (two weeks), C3 (one month)
- Event = 1
- Variable X N Sample p
- C2 6 36 0.166667
- C3 27 36 0.750000
- Difference = p (C2) - p (C3)
- Estimate for difference: -0.583333
- 95% CI for difference: (-0.769956, -0.396711)
- Test for difference = 0 (vs not = 0): Z = -6.13 P-Value = 0.000
- Fisher's exact test: P-Value = 0.000

Hypothesis 2

- In Hypothesis 2, we suppose that one month is the shortest limit that consumers could accept for the activity. Then we use statistics analysis to compare them in groups. From the result, we find out p-value=0, which means there are significant differences among them. Then, we can choose the one with biggest probability. By using the method mentioned before, we find out that “one month” is the one with the biggest probability. Therefore, we can conclude that “one month” is the shortest limit that consumers could accept for the activity.

Hypothesis 3

- The period of activity does affects consumer’s behavior.

Hypothesis 3

- Test and CI for One Proportion: x2
- Event = 1
- Variable X N Sample p 95% CI
- x2 44 50 0.880000 (0.756899, 0.954665)
- In Hypothesis 3, we suppose that the period of activity does affect consumer’s behavior. Then, we suppose that H0: P<=0.5, H1: P>0.5. If the confidence interval is over 0.5, we can reject H0. Therefore, we have the sufficient evidence to conclude that the Hypothesis 3 is true.

Hypothesis 4

- The period of activity does affects consumer’s behavior. Among the three alternatives：”two weeks”, ” one month”, and” two months”, we suppose that one month is the shortest limit that consumers could accept for the activity.

Hypothesis 4

- Test and CI for Two Proportions: 10points, 15points
- Event = 1
- Variable X N Sample p
- 10 points 26 43 0.604651
- 15 points 8 43 0.186047
- Difference = p (10 points) - p (15 points)
- Estimate for difference: 0.418605
- 95% CI for difference: (0.231832, 0.605378)
- Test for difference = 0 (vs not = 0): Z = 4.39 P-Value = 0.000
- Fisher's exact test: P-Value = 0.000

Hypothesis 4

- Test and CI for Two Proportions: 10 points, 20 points
- Event = 1
- Variable X N Sample p
- 10 points 26 43 0.604651
- 20 points 9 43 0.209302
- Difference = p (10 points) - p (20 points)
- Estimate for difference: 0.395349
- 95% CI for difference: (0.205243, 0.585455)
- Test for difference = 0 (vs not = 0): Z = 4.08 P-Value = 0.000
- Fisher's exact test: P-Value = 0.000

Hypothesis 4

- Test and CI for Two Proportions: 15 points, 20 points
- Event = 1
- Variable X N Sample p
- 15 points 8 43 0.186047
- 20 points 9 43 0.209302
- Difference = p (15 points) - p (20 points)
- Estimate for difference: -0.0232558
- 95% CI for difference: (-0.191521, 0.145009)
- Test for difference = 0 (vs not = 0): Z = -0.27 P-Value = 0.786
- Fisher's exact test: P-Value = 1.000

Hypothesis 4

- In Hypothesis 4, we suppose that “twenty points” is the highest limit for consumers to attend the activity. Then we use statistics analysis to compare them in groups. From the result, we find out p-value=0, which means there are significant differences among them. Then, we can choose the one with biggest probability. By using the method mentioned before, we find out that “ten points” is the one with the biggest probability. Therefore, we can conclude that” ten points” is the highest limit that consumers could accept for the activity.

Hypothesis 5

- The amount of points to get the banana boat affects consumer’s behavior.

Hypothesis 5

- Test and CI for One Proportion: x3
- Event = 1
- Variable X N Sample p 95% CI
- x3 42 50 0.840000 (0.708874, 0.928299)
- In Hypothesis 5, we suppose that the amount of cash to get one point affects consumer’s behavior. Then, we suppose that H0: P<=0.5, H1: P>0.5. If the confidence interval is over 0.5, we can reject H0. Therefore, we have the sufficient evidence to conclude that the Hypothesis 5 is true.

Hypothesis 6

- The amount of points to get the banana boat affects consumer’s behavior. Among the three alternatives：”ten points”, ”fifteen points”, and” twenty points”, we suppose that twenty points are the highest limit for consumers to attend the activity.

Hypothesis 6

- Test and CI for Two Proportions: 20NTD, 25 NTD
- Event = 1
- Variable X N Sample p
- 20NTD 8 42 0.190476
- 25NTD 13 42 0.309524
- Difference = p (20NTD) - p (25NTD)
- Estimate for difference: -0.119048
- 95% CI for difference: (-0.302489, 0.0643934)
- Test for difference = 0 (vs not = 0): Z = -1.27 P-Value = 0.203
- Fisher's exact test: P-Value = 0.314

Hypothesis 6

- Test and CI for Two Proportions: 20NTD, 30NTD
- Event = 1
- Variable X N Sample p
- 20 NTD 8 42 0.190476
- 30 NTD 20 42 0.476190
- Difference = p (20 NTD) - p (30 NTD)
- Estimate for difference: -0.285714
- 95% CI for difference: (-0.477853, -0.0935759)
- Test for difference = 0 (vs not = 0): Z = -2.91 P-Value = 0.004
- Fisher's exact test: P-Value = 0.010

Hypothesis 6

- Test and CI for Two Proportions: 25 NTD, 30 NTD
- Event = 1
- Variable X N Sample p
- 25 NTD 13 42 0.309524
- 30 NTD 20 42 0.476190
- Difference = p (25 NTD) - p (30 NTD)
- Estimate for difference: -0.166667
- 95% CI for difference: (-0.372486, 0.0391522)
- Test for difference = 0 (vs not = 0): Z = -1.59 P-Value = 0.112
- Fisher's exact test: P-Value = 0.180

Hypothesis 6

- In Hypothesis 6, we suppose that “twenty-five dollars” is the highest limit for a consumer to get one point. Then we use statistics analysis to compare them in groups. From the result, we find out p-value=0, which means there are significant differences among them. Then, we can choose the one with biggest probability. By using the method mentioned before, we find out that “thirty dollars” is the one with the biggest probability. However, we also find out that there is no significant difference between “twenty-five dollars” and “thirty dollars”. Therefore, we have no enough evidence to conclude that “twenty-five dollars” is the highest limit that consumers could accept for the activity.

Hypothesis 7

- The characteristic that banana boat is just sent for consumers finishing the points credit card and not for sale affects consumer’s behavior.

Hypothesis 7

- Test and CI for One Proportion: x4
- Event = 1
- Variable X N Sample p 95% CI
- x4 31 50 0.620000 (0.471749, 0.753499)
- In Hypothesis 7, we suppose that the amount of cash to get one point affects consumer’s behavior. Then, we suppose that H0: P<=0.5, H1: P>0.5. If the confidence interval is over 0.5, we can reject H0. However, we find out that the confidence interval is not over 0.5 completely. Therefore, we have no sufficient evidence to conclude that the Hypothesis 7 is true.

Conclusion

“Point Credit Card” can stimulate consumers to consume and increase the store’s turnover.

We find out that the amount of cash to get one point, the amount of points to get the banana ship, and the amount of cash to get one point affect consumer’s behavior. However, the characteristic that banana ship is just sent for consumers finishing the point credit card and not for sale does not affect consumer’s behavior.