The scatter diagram for the individual purchase share (IPS) showed that customers spend from 30-60 per cent of their total income on Hindon products.
Meanwhile, the histograms revealed that customer ratings were widely dispersed for Factors 1, 2, 3, 4 and 7, whereas Factors 5 and 6, IPS and overall satisfaction were found to be moderately dispersed.
The combined scatterplots for Factors 8 and Factors 1 to 7, showed that: (1) Factor 8 has a very strong relationship with Factor 5 and overall satisfaction; (2) Factor 8 has a substantial to very strong association with Factors 1 and 2; and (3) Factor 8 has a low to moderate relationship with Factors 3, 6 and 7, although 7 tends to be negatively correlated with Factor 8. All these three generalizations were verified using correlation analysis. The complete workings with 26 figures and two tables are shown in Appendix 1.
2. The HD management is interested in finding out the average perceptions of HD Factors 1 to 7 as seen by all of its customers. Do calculations to produce information on what you can say about these average perceptions on the basis of your sample.
Answers: The average customer satisfaction ratings are as follows: For Factor 1, 3.5; for Factor 2, 7.9, for Factor 3, 5.2; for Factor 4, 2.4; for Factor 5, 2.9; for Factor 6, 2.7; and for Factor 7, 7.0. From the average perceptions, it may be concluded that among Factors 1 to 7, Factor 2 or the design factor obtained the most favourable rating of 7.9 from the customers, followed by Factor 7 or the website quality factor with the second most favourable rating of 7.0. Factor 3 or the reliability factor was rated to be mediocre from an average of 5.2. The rest of the factors received very low ratings, with Factor 4 or the price factor getting the lowest average rating of 2.4.
3. The management of HD