DELL CASE STUDY - UNDERSTANDING DELL’S CUSTOMERS AS A KEY IN DEVELOPING MARKETING MIX STRATEGY

MKT 2004
RESEARCH METHODS FOR BUSINESS AND MARKETING
DELL CASE STUDY - GROUP PROJECT REPORT
UNDERSTANDING DELL’S CUSTOMERS AS A KEY
IN DEVELOPING MARKETING MIX STRATEGY
SUBMITTED BY:
GROUP 25
ANGELINE TJANDRA – 110562630
ROXANNE MELISSA TUCK – 110471871
CHRISTIE LOUISE WOODHOUSE – 110108391
TIEZHENG YUAN – 110562836
Date: 13th
May 2013
Word count: 2183 words

2
TABLE OF CONTENTS
4 Introduction
4 Research Background
5 Research Objectives
6 Research Methodology
7 Findings
16 Conclusions and Recommendations
19 Limitations
20 References
21 Appendices
21 Appendix 1 (Tables of Analysis and Comments)
35 Appendix 2 (Further SPSS Analysis Output)
38 Appendix 3 (Report Presentation Slides)

3
LIST OF FIGURES
4 Figure 1.1: Estimated shares of UK laptop market in 2010-2011
5 Figure 1.2: Estimated shares of UK desktop market in 2010-2011
7 Figure 2.1: Percentage of education level groups
7 Figure 2.2: Percentage of age groups
8 Figure 2.3: Percentage of household income categories
8 Figure 2.4: Percentage of genders
9 Figure 2.5: Percentage of respondents’ weekly online time spending
9 Figure 2.6: Percentage of type of activities participants have ever done on the internet

4
INTRODUCTION
RESEARCH BACKGROUND
Dell Inc. (www.dell.com) is the world’s leading direct-sale computer vendor. Dell was
founded in 1984, initially under the name of PC’s Limited (Dell, 2013). It is a global
information technology company which offers customers a range of both solutions and
services, delivered not only through Dell itself, but also other distribution channels (Reuters,
2012). Dell’s product portfolio includes laptops, desktops, workstations, networking, servers,
storage devices, printers, software products and computer peripherals (CBR, 2012).
At the end of the first quarter in 2013, Hewlett Packard (HP), which is one of Dell’s
competitors, had a 15.7% global market share in comparison to Dell which had an 11%
market share (Seitz, 2013). Dell maintained its position as the number one server unit vendor
in the North American market, and number two worldwide, whereas HP is the number one
server vendor on a worldwide server unit basis, and number two in North America. (Burke,
2013).
Estimated shares of UK laptop market in 2010-2011
Figure 1.1: Estimated shares of UK laptop market in 2010-2011 (source: Mintel, 2012)

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Estimated shares of UK desktop market in 2010-2011
Figure 1.2: Estimated shares of UK desktop market in 2010-2011 (Source: Mintel, 2012)
Within the UK, Dell has intense competition with Acer and HP. In 2011, Acer retained the
top position in the UK laptop market, despite registering the largest percentage-point drop in
share from an estimated 19% in 2010 to 17% in 2011. Dell retained second place despite also
losing share, while HP’s share grew from 13% in 2010 to 15%. However, Dell retained the
top position in the UK desktop market, with an estimated market share of 19% in 2011. HP
overtook Acer to take second position, with the latter registering the highest percentage-point
drop, falling from second to third position as its market share declined from 16% to 13%.
With intense competition for market share and customer loyalty, Dell is conducting a survey
of recent purchasers of Dell PCs and notebooks.
RESEARCH OBJECTIVES
This report seeks to understand the following about Dell’s customers:
(a) Customers’ demographic profile
(b) Customers’ primary usage of their computers for internet and other usage
(c) Satisfaction and loyalty of the customers to Dell products
(d) Customers’ perceptions of Dell performance
(e) Customers’ price sensitivity
(f) Customers’ personality characteristics
Following analyses of the results, appropriate recommendations regarding marketing mix
strategy for Dell will be developed.

6
RESEARCH METHODOLOGY
Dell hired a professional market researcher to conduct the survey for them. However, before
the survey was administered, four careful steps were taken in drawing the sample. Firstly, the
target population was defined as all Dell PCs and notebooks purchasers in the UK. Secondly,
the sampling frame was taken from the database of customers who purchased Dell PCs or
notebooks in the UK, in the last 2 years. Thirdly, simple random sampling method was
chosen as the appropriate sampling technique. Lastly, the sample size was determined at 500
recent purchasers (i.e. in the last 2 years). The questionnaire was administered online by
posting it on survey hosting website qualtrics (www.qualtrics.com). An e-mail was sent to
the 500 recent purchasers inviting them to complete the questionnaire. A total of 372
questionnaires were completed representing a response rate of 74%.
The data collected from the surveys was input to SPSS and critically analysed, starting from
descriptive statistics (frequency, mean, and standard deviation), to mean difference
comparison (ANOVA and independent sample t-test), cross-tabulation/chi-square tests, and
correlation. Some interpretations of the results were drawn and then integrated with respect to
the research objectives. Links between different parts of results were also made for further
analyses. In addition, secondary data from journal articles, books, and databases were used to
support the findings. Based on the conclusive findings, appropriate recommendations were
made for Dell.

7
FINDINGS
I. CUSTOMERS’ DEMOGRAPHIC PROFILE
Figure 2.1: Percentage of Education Level Groups
Based on the SPSS result, the majority of Dell purchasers are college graduate or higher
(58.1%), followed by some college education (30.4%) then secondary school graduate or less
(11.6%).
Figure 2.2: Percentage of Age Groups
The largest age group category of Dell purchasers is from 40 to 49 (26.6%). Next is 30 to 39
(25.5%), followed by 18 to 29 (25.0%). Lastly is those age 50 or older (22.8%).

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Figure 2.3: Percentage of Household Income Categories
The largest income category of Dell purchasers has a household income from £50,000 to
£74,999 (27.5%). Next is from £30,000 to £49,999 (26.0%), followed by those with income
£100,000 or over (19.8%). The two lowest income categories are under £30,000 and £75,000
to £99,999 with 13.8% and 12.9% respectively.
Figure 2.4: Percentage of Genders
The majority of Dell purchasers are females (50.8%), males constitute (49.2%).

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II. CUSTOMERS’ INTERNET USAGE
Figure 2.5: Percentage of Respondents’ Weekly Online Time Spending
37.4% of respondents spend 1 to 5 hours using internet, the highest across the categories.
This is followed by 6 to 10 hours (28.2%) then 11 to 20 hours (14.8%). 5.4% of respondents
use less than 1 hour. Only 5.1% of respondents use the internet 41 hours or more, the lowest
across the categories.
Figure 2.6: Percentage of Type of Activities Participants Have Ever Done on the Internet
All the activities listed have been done by more than 50% of respondents, except looked for a
job.
The activity that most respondents have ever done is downloaded a picture or graphic on the
internet (85.8% or 319 out of 372 respondents). Next, downloaded sounds or audio clips

10
(71.0%), followed by looked up information about a TV show or movie (69.3%), planned or
booked trips (64.2%), communicated with other via new groups or chat rooms (57.5%),
downloaded a video clip (56.5%), and lastly looked for a job (43.3%).
THE LINK BETWEEN INTERNET USAGE AND DEMOGRAPHIC
After doing further Chi-Square test through SPSS, relationships between demographics and
internet usage were discovered.
Hypothesis:
H0: There is no association between educational level and internet usage
H1: There is association between educational level and internet usage
Based on SPSS result (chi-square test), no relationship was discovered between educational
level and internet usage. The p-value was found to be 0.660 1
which is greater than 0.05, thus
there is no evidence to reject H0. Therefore, we retain H0.
Hypothesis:
H0: There is no association between age groups and internet usage
H1: There is association between age groups and internet usage
Based on SPSS result (chi-square test), no relationship was discovered between age group
and internet usage. The p-value was found to be 0.959 2
which is greater than 0.05, thus there
is no evidence to reject H0. Therefore, we retain H0.
Hypothesis:
H0: There is no association between income and internet usage
H1: There is association between income and internet usage
Based on SPSS result (chi-square test), no relationship was discovered between income and
internet usage. The p-value was found to be 0.372 3
which is greater than 0.05, thus there is
no evidence to reject H0. Therefore, we retain H0.
1
Refer to Appendix 2 Table 11
2
3

11
Hypothesis:
H0: There is no association between gender and internet usage
H1: There is association between gender and internet usage
Based on SPSS result (chi-square test), there is relationship between gender and internet
usage. The p-value was found to be 0.001 4
which is less than 0.05, thus there is evidence to
reject H0 and accept H1.
Upon further test (independent t-test), it is found that there is mean difference between males
and females’ internet usage as the p-value is 0.000 5
. Males tend to use longer hours of
internet compared to females. The mean for male is 3.28 while female is 2.74 6
.
III. CUSTOMERS’ SATISFACTION AND LOYALTY TO DELL’S PRODUCTS
Dell’s computer system received a 4.47 satisfaction rating, which is between ‘somewhat
satisfied’ and ‘very satisfied’. The loyalty overall rating is 4.43, which can be considered as
above average. Based on the SPSS results, there is a convergence of opinion in satisfaction
and loyalty, judging from the standard deviations which are all less than 1.
Low variability in satisfaction and loyalty was further supported by the mean differences
analysis with the demographic groups. Based on the analysis, all the p-values are greater than
0.05, therefore, there are no significant differences in satisfaction and loyalty mean ratings
among education groups, age groups, income groups, and genders.
THE LINK BETWEEN SATISFACTION AND LOYALTY
After doing further Pearson correlation coefficient calculation using SPSS, it is found that
there is a positive relationship between customer satisfaction and loyalty, as the coefficient
correlation (r) is 0.747 7
. This is further supported by the p-value 0.000 (less than 0.05),
where we reject null hypothesis (r = 0) and retain alternative hypothesis (r ≠ 0).
4
5
Refer to Appendix 2 Table 15b
6
Refer to Appendix 2 Table 15a
7

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IV. CUSTOMERS’ PERCEPTION OF DELL’S PERFORMANCE
The mean performance ratings for Dell, range from 6 (agree to a moderate extent) to 8 (agree
to a large extent).
The top 3 performance attributes that most respondents agreed with are Dell offers easily
accessible technical support (8.20), price its products competitively (8.20), and make
ordering a computer system easy (7.74).
The bottom 3 performance attributes that most respondents least agreed with are Dell “bundle”
its computer with appropriate software (6.07), feature attractively designed computer system
component (6.45), and “bundle” its computers with internet access (6.55).
The distinguishing characteristic between the top 3 and bottom 3 performance attributes is
that the respondents agree more with the service and price that Dell provide in comparison to
the physical product.
Judging from the low standard deviation, there is a convergence of opinion of the
performance attributes that respondents agree more. Only the bottom 3 performance attribute
have standard deviation higher than 2.
The mean of Dell’s overall performance is 7.35 with standard deviation 1.159 8
. This means
that Dell’s overall performance can be considered as good as the mean score is quite high
(near to 9 - the maximum score). Judging from the standard deviation, it can be seen that
there is low variability in this respect.
THE LINK BETWEEN OVERALL PERFORMANCE AND SATISFACTION
After doing further Chi-Square test through SPSS, some relationship between performance
and satisfaction were discovered.
Hypothesis:
H0: There is no association between performance and satisfaction
H1: There is association between performance and satisfaction
Based on SPSS result (chi-square test), relationship was discovered between performance and
satisfaction. The p-value was found to be 0.000 9
which is less than 0.05, thus there is
evidence to reject H0 and accept H1.
8
9

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THE LINK BETWEEN OVERALL PERFORMANCE AND LOYALTY
After doing further Chi-Square test through SPSS, a relationship between performance and
loyalty were discovered.
Hypothesis:
H0: There is no association between performance and satisfaction
H1: There is association between performance and satisfaction
Based on SPSS result (chi-square test), relationship was discovered between performance and
satisfaction. The p-value was found to be 0.000 10
which is less than 0.05, thus there is
evidence to reject H0 and accept H1.
V. CUSTOMERS’ PRICE SENSITIVITY
It is found that the mean rating for overall price sensitivity is 2.5094 with a standard
deviation of 0.97919. This means that most purchasers are between ‘probably would not have
purchased’ and ‘might or might not have purchased’. Based on the standard deviation, there
is a convergence of opinion. It is also found that as the percentage of price increases, the
number of people willing to purchase Dell product decreases, from mean rating 2.92 to 2.10.
It can also be seen that standard deviation dropped from 1.062 to 1.013. This means that there
is a convergence of opinion as price increases. More people are not willing to buy Dell
products if price increases. This means that Dell products are price elastic. This is where a
change is price causes a proportionately larger change in quantity demand.
THE LINK BETWEEN PRICE SENSITIVITY AND LOYALTY
After doing further Chi-Square test through SPSS, it can be seen that there is a relationship
between price sensitivity and loyalty.
Hypothesis:
H0: There is no association between price sensitivity and loyalty.
H1: There is an association between price sensitivity and loyalty.
Based on the SPSS result, the p-value was found to be 0.000 11
, which is less than 0.05. Thus,
there is an evidence to reject H0 and accept H1, concluding there is a relationship between
price sensitivity and loyalty.
10
11

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VI. CUSTOMERS’ PERSONALITY CHARACTERISTICS
The four market maven characteristics have a mean range of 4.2 to 4.4, which is assumed to
be ‘neutral’ to ‘slightly agree’. The standard deviations of the four characteristics are 1.919,
1.851, 1.896 and 1.847. This shows that there is a convergence in these characteristics (low
variability). The market maven overall mean is 4.3526 with a standard deviation of 1.62787.
Innovativeness has a mean range from 4.6 to 6, from ‘neutral’ to ‘somewhat agree’. It can
also be seen that the standard deviations of these innovativeness characteristics range from
1.49 to 1.76. This means that there is a convergence is these characteristics (low
variability).The innovativeness overall mean is 5.0734 with a standard deviation of 1.05522.
The means of these three opinion leadership characteristics are assumed to be ‘neutral’
(around 4). The standard deviations of the characteristics are around 2.1, which shows that
there is not much variability in the mean agree rating. The opinion leadership overall mean is
4.2061 with a standard deviation of 2.0018.
After comparing all three overall means, the highest overall mean agree rating score is
innovativeness, followed by market maven, and the lowest is opinion leadership (5.07, 4.35,
and 4.21 respectively). Judging from the standard deviations of the mean ratings, there is
generally low variability in agree ratings in which respondents agree with more, compared to
those that have relatively low agree ratings.
THE LINK AMONG CUSTOMERS’ PERSONALITY CHARACTERISTICS
The correlation between market maven and opinion leadership were found to be 0.523 12
.
This means that there is medium correlation between market maven and opinion leadership.
The correlation between market maven and innovativeness were found to be 0.465 13
. This
means that there is medium correlation between market maven and innovativeness. Besides
that, the correlation between innovativeness and opinion leadership were found to be 0.27114
.
This means that there is weak correlation between innovativeness and opinion leadership.
Overall, the 3 personality characteristics are distinct with certain degree of correlation.
THE LINK BETWEEN MARKET MAVEN GROUP AND DEMOGRAPHIC
Based on the SPSS output, it is found that there are no associations between market maven
group and education group; income group; and gender. Only age group has an association
with market maven group.
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13
14

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Based on the SPSS result, age group 18 to 29 seems to be the “typical” market maven among
Dell customers. 43% of those ages 18 to 29 are in the high maven category, the highest across
all age categories. Age 30 to 39 has 34.7% in high maven, age 40 to 49 and 50 or older have
33.3% and 24.7%.
According to Feick and Price (1987), market mavens are somewhat more likely to be female,
but there are no significant differences between the groups in age or income. The result from
SPSS contradicts with the findings from Feick and Price (1987).
Firstly, Feick and Price (1987) found that females tend to be mavens. However, from the
SPSS result, gender has no association with market maven. Clearly, there are contradictions
with the SPSS result and Feick and Price findings. However, the SPSS result is supported by
the research by Barnes and Pressey (2002). The findings from Barnes and Pressey (2002)
suggested that there would be no difference between gender and market maven propensity.
Secondly, Feick and Price (1987) found mavens to have a lower average educational level
than non-mavens. Feick and Price’s (1987) findings were further supported by Willams and
Slama (1995); they too, found that mavens tend to have lower average educational levels.
However, from the SPSS result, educational level has no association with market maven.
Hence there is a clear contradiction between the research findings and literature reviews.
Thirdly, Feick and Price (1987) found that income has no significant association with market
maven. This finding is supported by two other researches which are Willams and Slama
(1995), and Barnes and Pressey (2002). These two researches support the claim that income
has no association with market maven. The SPSS result is consistent with the literatures
reviewed. There is no association between income and market maven.
Lastly, according to Feick and Price (1987), age has no significant association with market
maven. This finding is further supported by Barnes and Pressey (2002) and Willams and
Slama (1995). Both literatures found that there is no association between age and market
maven. However, the SPSS result contradicts the above findings. According to SPSS result,
there is association between age and market maven. Clearly, there are contradictions between
SPSS result and literatures reviewed.

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CONCLUSIONS AND RECOMMENDATIONS
CONCLUSIONS
The demographic profile of Dell customers are college graduate or higher, age segment
between 18 to 49 years old, income category between £30,000-£49,999 and £50,000-£74,999.
Both male and females can be Dell’s customer.
Generally, Dell customers spend 1 to 10 hours per week using the internet. Besides that,
males tend to use longer hours of internet compared to females. Customers use the internet
for a wide range of activities such as downloading pictures or audio clips. It is difficult to pin
point which activity is most common.
Dell customers are ‘somewhat satisfied’ or ‘very satisfied’ with its computer system and its
customers are loyal to a large extent.
Dell customers agree to a large extent that Dell computers have good performance. The
respondents agree more with the service and price that Dell provides however agree less with
Dell’s physical product.
There is a relationship between performance and satisfaction. There is also a strong, positive
relationship between satisfaction and loyalty. This means that the better the performance of
Dell computers, the more satisfied the customers will be and customers would be more loyal
to Dell.
Dell’s customers are price sensitive; people are not willing to buy Dell products if the price
increases. This means that Dell products are price elastic.
There is a relationship between price sensitivity and loyalty. This means price would affect
loyalty.
The age group ‘18 to 29’ seems to be the “typical” market maven among Dell customers.
There were no association found between market maven and educational levels, income and
gender. This result mostly contradicts with the literatures reviewed with the exception of
income.
Innovativeness was found to be the prominent personality characteristic of Dell customers.
The 3 personality characteristics (market maven, innovativeness and opinion leadership) are
distinct with certain degree of correlation.

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RECOMMENDATIONS
Price
Dell’s pricing policy should range from middle to middle high prices. Based on SPSS result,
a major section of Dell purchasers come from household income between £30,000 to £49,999
(26.0%) and £50,000 to £74,999 (27.5%). Pricing products in the middle to middle high
range make its products attractive to this 2 section of purchasers.
Dell’s customers are price sensitive; people are not willing to buy Dell products if price
increases. In addition, there is relationship between price sensitivity and loyalty. This means
that customers are loyal to Dell as long as price is reasonable. Therefore, Dell should
continue to make its products affordable and avoid a price increase.
Dell could produce some high quality and luxury computers to attract more wealthy
consumers. From SPSS result, 12.9% of Dell purchasers come from income category £75,000
to £99,999. Clearly, Dell should attract more customers from this income category as they
have high purchasing power.
Product
Enhancing computer performance is a major priority for Dell. The performance of its
computers could influence customer satisfaction and loyalty. The better the performance of
Dell’s computers the more satisfied the customers will be, therefore customers would be
more loyal to Dell.
Dell computers could improve its information processing speed, increase workload handling
and provide high reliability. This is because the majority of Dell purchasers are college
graduate or higher, age 18 to 49 years old (working adults) and most likely would be working
in jobs with heavy reliance on computers. By making the above 3 improvements, it will bring
more convenience to users and this will make Dell computers more attractive.
Dell could “bundle” its computer with appropriate software, feature attractive designed
computer system components, and “bundle” its computers with internet access. These 3
attributes were rated low. ‘Bundling’ its computers with internet access is particularly
important because a major section of Dell customers spend 1 to 10 hours per week using the
internet. Better internet access would bring great convenience to users, especially to male
users as they spend more time using the internet.
Dell could continue to offer easily accessible technical support and make ordering a computer
system easy as these 2 attributes were highly rated.

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Promotion
Promotional effort should target the age group 18 to 29 since they are the “typical” market
maven among Dell customers.
Promotion could be done in Universities as there is high concentration of young adults age 18
to 29. Besides that, universities also have a large concentration of college graduate or higher
who constitutes the biggest portion of Dell customers.
Promotional effort should also target innovativeness of Dell products as innovativeness was
found to be the prominent personality characteristic of Dell customers. Dell’s advertisements
should highlight the changes or improvements of its products. It should also highlight the
unique characteristics of its products. Besides that, the advertisement itself should be featured
creatively as it will capture the attention of the audience (innovativeness personality).
Dell could also highlight its excellent service provided and improvements made to its
physical product in its promotion. These 2 areas were major concerns in terms of
performance attributes.
Dell could spend more effort in online promotion as Dell customers spend 1 to 10 hours per
week using the internet. Online promotion could be more male orientated as males spend
longer time online.
Place
Dell stores could locate at city center or near office buildings. This will make its stores highly
accessible. Locating stores within the city center or close to office buildings will attract a
high concentration of working adults age 18 to 49. In addition, there is also a large
concentration of college graduate or higher education levels.
Dell should continue to improve its online ordering service to bring more convenience. This
would be attractive to customers who have a busy lifestyle especially to working adults age
18 to 49.

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LIMITATIONS
There are 128 out of 500 recent purchasers who did not complete the survey. This appears to
be the disadvantage of using online survey. Some of Dell’s purchasers might not have the
internet access to complete the survey.
There are some problems in the questionnaire design. Firstly, Question 2 did not define the
issue in terms of who, what, when and where clearly, as people could access internet from
smartphones and tablets (not Dell PCs or notebooks). Besides that, there is also no time limit
given to respondents. It is suggested that the questions should be: “Please indicate which of
these you have ever done on the internet using Dell computers during the last month.”
Secondly, the rating scale in Question 6 and 9 should address what each number means to
avoid confusion. For example, 3 refers to somewhat agree, 5 refers to neutral, and so on.
There is a problem of fit with the secondary data collected. Some of the articles about market
maven have no direct link to the study of market mavens on computer products. As a result,
the data collected did not fit the research problem perfectly.

20
REFERENCES
Barnes, S. J. and Pressey, A. D. (2002) 'In Search of the “Meta-Maven”: An Examination of
Market Maven Behavior across Real-Life, Web, and Virtual World Marketing Channels',
Psychology & Marketing, 28 (3), pp. 167-185
Burke, S. (2013) 'Michael Dell: HP Server Share Losses Are 'Staggering'' Available at:
http://www.crn.com/news/data-center/240154153/michael-dell-hp-server-share-losses-are-
staggering.htm. (Accessed: 4th
May 2013)
Dell (2013) 'Company Heritage: The Birth of a Company'. Available at:
http://www.dell.com/Learn/uk/en/ukcorp1/birth-of-
company?c=uk&l=en&s=corp&cs=ukcorp1. (Accessed: 2nd
May 2013)
Feick, L. F. and Price, L. L. (1987) 'The Market Maven: A Diffuser of Marketplace
Information', Journal of Marketing 51(January 1987), pp. 83-97.
Mintel (2012) 'Desktop, Laptop and Tablet Computers - UK - August 2012'. Available at:
http://academic.mintel.com/display/635044/. (Accessed: 3rd
May 2013)
Reuters (2012) 'Profile: Dell Inc '. Available at:
http://www.reuters.com/finance/stocks/companyProfile?symbol=DELL.O. (Accessed: 4th
May 2013)
Seitz, P. (2013) 'HP, Dell ceding personal computer market to Lenovo '. Investors Business
Daily. Available at: http://news.investors.com/technology-click/041113-651587-lenovo-aims-
to-be-top-pc-maker-worldwide.htm?p=full. (Accessed: 3rd
May 2013)
CBR (2012) 'Dell Inc.' CBR Systems and Networks. Available at:
http://www.cbronline.com/companies/dell_inc. (Accessed: 3rd
May 2013)
Williams, T. G. and Slama, M. E. (1995) 'Market mavens’ purchase decision evaluative
criteria: implications for brand and store promotion efforts', Journal of Consumer Marketing,
12(3), pp. 4-21.

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APPENDICES
Appendix 1 – Tables of Analysis and Comments
Table 1: Descriptive statistics of customers’ demographic profile
Demographic characteristics Percentage
Education (q10_recoded)
Secondary school graduate or less 11.6
Some College 30.4
College graduate or higher 58.1
Age groups (q11_recoded)
18 to 29 25.0
30 to 39 25.5
40 to 49 26.6
50 or older 22.8
Household Income (q12_recoded)
Under £30,000 13.8
£30,000-£49,999 26.0
£50,000-£74,999 27.5
£75,000-£99,999 12.9
£100,000 or over 19.8
Gender (q13)
Males 49.2
Females 50.8
Comment:
Education
Based on the SPSS result, the majority of Dell purchasers are college graduate or
higher (58.1%). Followed by some college education (30.4%) then secondary school
graduate or less (11.6%).
Age group
The largest age group category of Dell purchasers is from 40 to 49 (26.6%). Next is 30
to 39 (25.5%), followed by 18 to 29 (25.0%). Lastly is those age 50 or older (22.8%).
Household Income
The largest income category of Dell purchasers has a household income from £50,000
to £74,999 (27.5%). Next is from £30,000 to £49,999 (26.0%), followed by those with
income £100,000 or over (19.8%). The two lowest income categories are under
£30,000 and £75,000 to £99,999 with 13.8% and 12.9% respectively.
Gender
The majority of Dell purchasers are females (50.8%), males constitute (49.2%).
All 372 respondents answered the question regarding education, age group, and
gender. However, only 334 out of 372 answered the question regarding income. That
is 10% of respondent did not answer, 90% answered.

22
Table 2: Descriptive statistics of Dell’s customers’ internet usage
Internet usage Percentage
Time spent online (q1)
Less than 1 hour 5.4
1 to 5 hours 37.4
6 to 10 hours 28.2
11 to 20 hours 14.8
21 to 40 hours 9.1
41 hours or more 5.1
Type of activities (q2) (percentage saying they
have ever done the following on the internet)
Communicated with others via new groups or
chat rooms
57.5
Looked for a job 43.3
Planned or booked trips 64.2
Downloaded a picture or graphic 85.8
Downloaded sounds or audio clips 71.0
Looked up information about a TV show or
movie
69.3
Downloaded a video clip 56.5
Comment:
65.6% of the respondents spend 1 to 10 hours per week online.
Only 14.1% of respondents spend more than 20 hours per week online.
All the activities listed have been done by more than 50% of respondents, except
looked for a job.
The activity that most respondents have ever done is downloaded a picture or graphic
on the internet (85.8% or 319 out of 372 respondents). Next is downloaded sounds or
audio clips (71.0%), followed by looked up information about a TV show or movie
(69.3%), planned or booked trips (64.2%), communicated with other via new groups
or chat rooms (57.5%), downloaded a video clip (56.5%), and lastly looked for a job
(43.3%).
All 372 participants answered Question 1 and Question 2.

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Table 3: Descriptive statistics of customers’ satisfaction and loyalty to Dell products
Customer satisfaction/loyalty Mean rating Std. dev(SD)
Overall satisfaction with Dell computer system
(q3)
4.47 0.735
How likely to recommend Dell to a friend or
relative (q4)
4.26 0.828
How likely to choose DELL again (q5) 4.60 0.581
Customer loyalty overall (Loyalty_overall)
(Note: new variable computed in 1.2a)
4.4328 0.64075
Comment:
Based on the result, it can be seen that Dell computer system received 4.47 satisfaction
rating, which is between somewhat satisfied and very satisfied.
It also can be seen that respondents ‘probably would’ or ‘definitely would be’ likely to
choose Dell again (4.60). This has the highest rating in satisfaction and loyalty
category.
However, respondents give the lowest mean rating to recommendation to friend or
relative (4.26). It can be seen that the likelihood is between ‘might or might not’ and
‘probably would recommend’ Dell.
The mean rating of customer loyalty overall is 4.4328, which can be considered as
above average.
Judging from the standard deviations, all of them are less than 1. This shows that there
is a convergence of opinion in satisfaction and loyalty.
All 372 respondents provided answers to all the three questions regarding satisfaction
and loyalty.

24
Table 4: Descriptive statistics of customers’ perception of Dell performance
Performance attribute (q6a to q6m) Mean rating Std. dev
Make ordering a computer system easy 7.74 1.479
Let customers order computer systems
customised
7.58 1.628
Deliver its products quickly 6.90 1.866
Price its products competitively 8.20 1.306
Feature attractively designed computer
system components
6.45 1.886
Have computers that run programmes
quickly
7.50 1.792
Have high-quality computers that with nom
technical problems
7.64 1.899
Have high-quality peripherals (e.g. monitor,
keyboard, mouse, speakers, disk drives)
7.54 1.647
“Bundle” its computers with appropriate
software
6.07 3.188
“Bundle” its computers with internet access 6.55 2.796
Allow users to easily assemble components 7.38 2.483
Have computer systems that users can
readily upgrade
7.73 1.686
Offers easily accessible technical support 8.20 1.307
Comment:
The mean performance rating for Dell is range from ‘agree to a moderate extent’ to
‘agree to a large extent’ (6-8).
The top 3 performance attribute Dell purchasers most agree with are Dell offers easily
accessible technical support (8.20), price its products competitively (8.20), and make
ordering a computer system easy (7.74).
The bottom 3 performance attribute that Dell purchasers agree least are Dell “bundle”
its computer with appropriate software (6.07), feature attractively designed computer
system component (6.45), and “bundle” its computers with internet access (6.55).
The distinguishing characteristics between the top 3 and bottom 3 performance
attribute is that the respondents agree more with the service and price that Dell
provides, however agree less with Dell’s physical product.
Judging from the standard deviations of the mean rating, there is generally low
variability in agree ratings in which respondents agree with more, compared to those
that have relatively low agree ratings. For example, the bottom two attributes in
descending order of ratings (i.e. “bundle” its computers with internet access and
“bundle” its computers with appropriate software) have a standard deviation of 2.796
and 3.188 respectively while the other attribute have a standard deviation of less than
2.
43 people did not provide a complete response to question 6 (did not answer all 13
questions).
Judging from the low standard deviation, there is a convergence of opinion of those
performance attributes that respondents agree more. Only 3 performance attribute have
standard deviation higher than 2, hence there is divergence of opinion.

25
Table 5: Descriptive statistics of customers’ price sensitivity
Price sensitivity indicator Mean rating Std. dev
Likelihood of purchasing Dell
computer system if price had been 5%
higher (q7)
2.92 1.062
Likelihood of purchasing Dell
computer system if price had been
10% higher (q8)
2.10 1.013
Overall price sensitivity
(Psensivity_overall)
(Note: new variable computed in 1.2b)
2.5094 0.97919
Comment:
Based on the SPSS result, the lowest mean ratings come from Question 8 (likelihood
of purchasing Dell computer system if price had been 10% higher) of 2.10 and
standard deviation 1.013. This means that the majority of respondents answered they
probably would not have purchased if Dell price had been 10% higher. The mean
rating for Question 7 is 2.92, standard deviation 1.062. This means that most answered
‘might or might not have purchased’ if Dell’s prices had been 5% higher.
It can be seen that as the percentage of price increases, the number of people willing to
purchase Dell products decreases, from a mean rating of 2.92 to 2.10. It can also be
seen that the standard deviation dropped from 1.062 to 1.013. This means that there is
a convergence of opinion as price increases. More people are not willing to buy Dell
products if price increases. The mean rating for overall price sensitivity is 2.5094 with
standard deviation 0.97919. This means that most purchasers are between ‘probably
would not have purchased’ and ‘might or might not have purchased’. Based on the
standard deviation 0.97919, there is a convergence of opinion. Purchasers are more
unwilling to purchase Dell products as price increases. This also means that Dell
products are price elastic. This is where a change is price causes a proportionately
larger change in quantity demand.
All 372 respondents answered question 7 and 8.

26
Table 6: Descriptive statistics of customers’ personality characteristics
Personality characteristic Mean rating Std. dev
Market Maven
a) I like to introduce new brands and products to
my friends
4.35 1.919
b) I like helping people by providing them with
information about many kinds of products
4.44 1.851
c) People ask me for information about products,
places to shop, or sales
4.36 1.896
d) My friends think of me as a good source of
information when it comes to new products or
sales
4.27 1.847
Market maven overall
(Note: new variable computed in 1.2c)
4.3526 1.62787
Innovativeness
e) I like to take a chance 4.60 1.758
f) Buying a new product that that has not yet
been proven is usually a waste of time and
money
3.40 1.714
g) If people would quit wasting their time
experimenting, we would get a lot more
accomplished
2.02 1.538
h) I like to try new and different things 5.44 1.488
i) I often try new brands before my friends and
relatives do
4.67 1.643
j) I like to experiment with new ways of doing
things
5.17 1.535
Innovativeness overall
(Note: new variable computed in 1.2d)
5.0734 1.05522
Opinion Leadership
k) When it comes to computer-related products,
my friends are very likely to ask my opinion
4.27 2.139
l) I am often used as a source of advice about
computer-related products by friends and
relatives
4.10 2.155
m) I often tell my friends what I think about
computer-related products
4.24 2.140
Opinion leadership overall
(Note: new variable computed in 1.2e)
4.2061 2.00118
Comment:
Market Mavenism
Based on the SPSS results, the mean agree rating of whether respondents like to
introduce new brands and products to their friends is 4.35. The mean agree rating of
whether respondents like helping people by providing them with information about
many kinds of products is 4.44. The mean agree rating of whether people ask the
respondents for information about products, places to shop, or sales is 4.36. The mean

27
agree rating of whether respondents’ friends think of them as a good source of
information when it comes to new products or sales is 4.27. All four market maven
characteristics have the mean around 4.2 to 4.4 which is assumed to be neutral to
slightly agree. The standard deviations of the four characteristics are 1.919, 1.851,
1.896 and 1.847 respectively. This shows that there is a convergence in these
characteristics (low variability).
Innovativeness
Based on the SPSS results, the mean agree rating of whether respondents like to take a
chance is 4.60, which is assumed as slightly agree. The mean agree rating of whether
buying a new product that has not yet been proven is usually a waste of time and
money is 3.40 which is assumed as slightly disagree. The mean agree rating of if
people would quit wasting their time experimenting, we would get a lot more
accomplished is 2.02, which is assumed as somewhat disagree. The mean agree rating
of whether respondents like to try new and different things is 5.44 which is assumed as
somewhat agree. The mean agree rating of whether respondents often try new brands
before their friends and relatives do is 4.67 which is assume to be slightly agree. The
mean agree rating of whether respondents like to experiment with new ways of doing
things is 5.17 which is assumed to be somewhat agree. It can be seen that the standard
deviations of these innovativeness characteristics range from 1.49 to 1.76. This means
that there is a convergence is these characteristics (low variability).
Opinion Leadership
Based on the SPSS results, the mean agree rating for whether participants’ friends are
very likely to ask their opinion when it comes to computer-related products is 4.27.
The mean agree rating for whether participants are often used as a source of advice
about computer-related products by friends and relatives is 4.10. The mean agree
rating for whether participants often tell their friends what they think about computer-
related products is 4.24. The means of these three opinion leadership characteristics
are assumed to be neither agree nor disagree. The standard deviations of the
characteristics are around 2.1, which shows that there is not much variability in the
mean agree rating.
Overall
The characteristic that has the highest overall mean agree rating score is
innovativeness, followed by market maven, and the lowest is opinion leadership (5.07,
4.35, and 4.21 respectively). Judging from the standard deviations of the mean rating,
there is generally low variability in agree ratings in which respondents agree with
more, compared to those that have relatively low agree ratings. For example, market
maven with the highest mean agree rating score has the lowest standard deviation and
opinion leadership with the lowest mean agree rating score has the greatest standard
deviation.
22 people did not provide a complete response to question 9 (did not answer all 13
questions).

28
Table 7: Analysis of mean differences in overall satisfaction between the demographic
groups
Demographic Mean overall
satisfaction (q3)
p-value Comment
(Reject or retain H0)
Education
(q10_recoded)
0.079 Retain H0. There is no
significant difference in
mean overall satisfaction
among the customers with
various education levels.
Secondary school
graduate or less
4.49
Some College 4.34
College graduate or
higher
4.53
Age groups
(q11_recoded)
among the age groups.
18 to 29 4.41
30 to 39 4.46
40 to 49 4.52
50 or older 4.47
Income (q12_recoded) 0.497 Retain H0. There is no
among the customers with
various income levels.
Under £30,000 4.30
£30,000-£49,999 4.45
£50,000-£74,999 4.47
£75,000-£99,999 4.40
£100,000 or over 4.56
Gender (q13) 0.331 Retain H0. There is no
between the two genders.
Males 4.50
Females 4.43
Comment:
Education
Let:
μ1 = Secondary school graduate or less
μ2 = Some College
μ3 = College graduate or higher
H0: μ1 = μ2 = μ3
H1: All the means are not equal
Based on the SPSS result, the p-value for education groups is 0.079 (>0.05). Hence there is
insufficient evidence to reject H0 and conclude that there is no difference in overall
satisfaction with Dell computers among education groups. The mean overall satisfaction for
secondary school graduate or less, some college and college graduate or higher are 4.49,
4.34 and 4.35 respectively. It can be seen that all 3 means are close to each other. All 3
groups are somewhat satisfied with Dell computers.

29
Age groups
Let:
μ1 = 18 to 29
μ2 = 30 to 39
μ3 = 40 to 49
μ4 = 50 or older
H0: μ1 = μ2 = μ3 = μ4
Based on the SPSS result, the p-value for age groups is 0.799 (>0.05). Hence, there is
satisfaction among age groups. The mean overall satisfactions for 18 to 29, 30 to 39, 40 to
49, and 50 or older are 4.41, 4.46, 4.52 and 4.47 respectively. It can be seen that all 4 means
are close to each other. All 4 groups are somewhat satisfied with Dell computers.
Income
Let:
μ1 = Under £30,000
μ2 = £30,000-£49,999
μ3 = £50,000-£74,999
μ4 = £75,000-£99,999
μ5 = £100,000 or over
H0: μ1 = μ2 = μ3 = μ4 = μ5
Based on the SPSS result, the p-value for income groups is 0.703 (>0.05). Hence, there is
satisfaction among age groups. The mean overall satisfactions for under £30,000, £30,000-
£49,999, £50,000-£74,999, £75,000-£99,999, and £100,000 or over are 4.30, 4.45, 4.47,
4.40 and 4.46 respectively. It can be seen that all 5 means are close to each other. All 5
groups are somewhat satisfied with Dell computers.
Gender
Let:
μ1 = Males
μ2 = Females
H0: μ1 = μ2
H1: μ1 ≠ μ2
Based on the SPSS result, the p-value for education groups is 0.605 (>0.05). Hence, there is
satisfaction among genders. The mean overall satisfaction for males and females are 4.50
and 4.43 respectively. It can be seen that both means are close to each other. Both groups are
somewhat satisfied with Dell computers.

30
Table 8: Analysis of mean differences in overall customer loyalty between demographic
groups
Demographic Mean customer
loyalty overall
(Loyalty_overall)
p-value Comment
(Reject or retain H0)
Education
(q10_recoded)
mean customer loyalty
overall among the three
education levels.
Secondary school
graduate or less
4.4767
Some College 4.3717
College graduate or
higher
4.4560
Age groups
(q11_recoded)
overall among the four age
groups.
18 to 29 4.4194
30 to 39 4.4053
40 to 49 4.4949
50 or older 4.4059
Income (q12_recoded) 0.703 Retain H0. There is no
overall among the five
income levels.
Under £30,000 4.3043
£30,000-£49,999 4.4540
£50,000-£74,999 4.4239
£75,000-£99,999 4.3837
£100,000 or over 4.4697
Gender (q13) 0.605 Retain H0. There is no
overall among the two
genders.
Males 4.4153
Females 4.4497
Comment:
Education
Let:
μ1 = Secondary school graduate or less
μ2 = Some College
μ3 = College graduate or higher
H0: μ1 = μ2 = μ3
insufficient evidence to reject H0 and conclude that there is no difference in overall customer
loyalty among education groups. The mean customer loyalty overall for secondary school
graduate or less, some college and college graduate or higher are 4.48, 4.37 and 4.46
respectively. It can be seen that all 3 means are close to each other. All 3 groups probably
would recommend Dell to a friend or relative and probably would choose Dell when
purchasing computer again.

31
Age groups
Let:
μ1 = 18 to 29
μ2 = 30 to 39
μ3 = 40 to 49
μ4 = 50 or older
H0: μ1 = μ2 = μ3 = μ4
Based on the SPSS result, the p-value for age groups is 0.731 (>0.05). Hence, there is
loyalty among age groups. The mean customer loyalty overall for 18 to 29, 30 to 39, 40 to
49, and 50 or older are 4.42, 4.41, 4.50 and 4.41 respectively. It can be seen that all 4 means
are close to each other. All 4 groups probably would recommend Dell to a friend or relative
and probably would choose Dell when purchasing computer again.
Income
Let:
μ1 = Under £30,000
μ2 = £30,000-£49,999
μ3 = £50,000-£74,999
μ4 = £75,000-£99,999
μ5 = £100,000 or over
H0: μ1 = μ2 = μ3 = μ4 = μ5
Based on the SPSS result, the p-value for income groups is 0.703 (>0.05). Hence, there is
loyalty among age groups. The mean customer loyalty overall for under £30,000, £30,000-
£49,999, £50,000-£74,999, £75,000-£99,999, and £100,000 or over are 4.30, 4.45, 4.42,
4.38, and 4.47 respectively. It can be seen that all 5 means are close to each other. All 5
groups probably would recommend Dell to a friend or relative and probably would choose
Dell when purchasing computer again.
Gender
Let:
μ1 = Males
μ2 = Females
H0: μ1 = μ2
H1: μ1 ≠ μ2
loyalty among genders. The mean customer loyalty overall for males and females are 4.42
and 4.45 respectively. It can be seen that both means are close to each other. Both groups
probably would recommend Dell to a friend or relative and probably would choose Dell
when purchasing computer again.

32
Table 9: Analysis of relationship between market maven group and demographic
characteristics of respondents
Cross-tabulation of market maven
groups(Marven_group) and:
p-value Decision about null hypothesis*
Education levels (q10_recoded) 0.475 Retain H0.
Age group (q11_recoded) 0.026 Reject H0.
Income (q12_recoded) 0.216 Retain H0.
Gender (q13) 0.131 Retain H0.
*Hypotheses:
H0: There is no significant association between market maven group and demographic
H1: There is a significant association between market maven group and demographic
Comment:
Based on the SPSS output, the p-value between education levels and market maven is
0.475 > 0.05. Hence, there is no evidence to reject H0 and we conclude that there is no
association between market maven group and education.
The p-value between income group and market maven groups is 0.216 > 0.05. Hence there
is no evidence to reject H0 and we conclude that there is no association between market
maven and education.
The p-value between gender and market maven groups is 0.131 > 0.05. Hence there is no
evidence to reject H0 and we conclude that there is no association between market maven
and gender.
The p-value between age group and market maven groups is 0.026 < 0.05. Hence there is
sufficient evidence to reject H0 and accept H1 that there is significant association between
market maven and age group.
Based on the SPSS result, age group 18 to 29 seems to be the “typical” market maven
among Dell customers. 43% of those ages 18 to 29 are in the high maven category, the
highest across all age categories. Age 30 to 39 has 34.7% in high maven, age 40 to 49 and
50 or older have 33.3% and 24.7% respectively.
The result from SPSS contradicts with the findings from Feick and Price (1987). According
to Feick and Price (1987), market mavens are somewhat more likely to be female, but there
are no significant differences between the groups in household size, number of children
under 18, age, or income. Hence the result from SPSS and Feick and Price are contradicting.
Firstly, Feick and Price (1987) find that females tend to be mavens. However, from the
SPSS result, Gender p-value = 0.131 which is larger than 0.05. This means that gender has
no association with market maven. Clearly, there are contradictions with the SPSS result and
Feick and Price findings. However, the SPSS result is supported by a research done by
Barnes and Pressey (2002). The finding from Barnes and Pressey (2002) suggested that
there would be no difference between gender and market maven propensity.

33
Secondly, Feick and Price (1987) found mavens to have a lower average educational level
than non- mavens. Feick and Price (1987) finding was further supported by Willams and
Slama (1995); they too found that mavens tend to have lower average educational level.
However, from the SPSS result, p-value for educational level is 0.475 which is larger than
0.05. This means that educational level has no association with market maven. Hence there
is a clear contradiction between the research finding and literature reviews.
Thirdly, Feick and Price (1987) found that income has no significant association with
market maven. This finding is supported by two other research which is Willams and Slama
(1995), and Barnes and Pressey (2002). These two researches support the claim that income
has no association with market maven. The SPSS result is consistent with the literatures
reviewed. The p-value for income = 0.216 which is bigger than 0.05. Thus there is no
association between income and market maven.
Lastly, according to Feick and Price (1987), age has no significant association with market
maven. This finding is further supported by Barnes and Pressey (2002) and Willams and
Slama (1995). Both literatures found that there is no association between age and market
maven. However, the SPSS result contradicts the above findings. The p-value for age group
is 0.026 which is less than 0.05. Hence according to SPSS result there is association
between age and market maven. Clearly, there are contradictions between SPSS result and
literatures reviewed.

34
Table 10: Analysis of inter-relationships between market mavenism, opinion leadership,
customer satisfaction and loyalty
Hypothesis Relationship Correlation
coefficient
p-value Comment (i.e. state if
hypothesis is supported or not
supported)
H1 Market mavenism
and opinion
leadership
0.523 0.000 The hypothesis is supported.
H2 Market mavenism
and satisfaction
0.038 0.464 The hypothesis is not
supported.
H3 Market mavenism
and loyalty
0.054 0.298 The hypothesis is not
supported.
H4 Satisfaction and
loyalty
0.747 0.000 The hypothesis is supported.
Comment:
1. Based on the SPSS result, the correlation coefficient is 0.523 which means there is a
moderate positive correlation between market mavenism and opinion leadership. This is
further supported by the p-value 0.000 (less than 0.05), where we reject the null hypothesis
(r = 0) and accept the alternative hypothesis (r ≠ 0). Concluding that H1 is supported.
2. Based on the SPSS result, the correlation coefficient is 0.038 which means there is no
significant relationship between market mavenism and satisfaction. This is further supported
by the p-value 0.464 (greater than 0.05), where we retain the null hypothesis (r = 0).
Concluding that H2 is not supported.
3. Based on the SPSS result, the correlation coefficient is 0.054 which means there is no
significant relationship between market mavenism and loyalty. This further supported by the
p-value 0.298 (greater than 0.05), where we retain the null hypothesis (r = 0). Concluding
that H3 is not supported.
4. Based on the SPSS result, the correlation coefficient is 0.747 which means there is a
strong positive relationship between satisfaction and loyalty. This is further supported by the
p-value 0.000 (less than 0.05), where we reject null hypothesis (r = 0) and retain alternative
hypothesis (r ≠ 0). Concluding that H4 is supported.

35
Appendix 2 – Further SPSS Analysis Output
Table 11: Chi-Square test between internet usage and education group
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 7.681
a
10 .660
Likelihood Ratio 8.170 10 .612
Linear-by-Linear
Association
.199 1 .655
N of Valid Cases 372
Table 12: Chi-Square test between internet usage and age group
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
a
15 .959
Linear-by-Linear
Association
1.796 1 .180
Table 13: Chi-Square test between internet usage and income group
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
a
20 .372
Linear-by-Linear
Association
.113 1 .736
Table 14: Chi-Square test between internet usage and gender
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
a
5 .001
Linear-by-Linear
Association
17.521 1 .000

36
Table 15a: Descriptive Statistics of males and females’ internet usage
Group Statistics
q13:Gender N Mean Std. Deviation Std. Error Mean
q1: How many total hours
per week do you spend
online?
Male 183 3.28 1.311 .097
Female 189 2.74 1.132 .082
Table 15b: Independent Sample t-test between males and females’ internet usage
Independent Samples Test
Levene's Test for
Equality of Variances t-test for Equality of Means
F Sig. t df
Sig. (2-
tailed)
Mean
Difference
Std. Error
Difference
95% Confidence Interval
of the Difference
Lower Upper
q1: How
many total
hours per
week
do you
spend
online?
Equal variances
assumed
4.722 .030 4.282 370 .000 .543 .127 .294 .793
Equal variances
not assumed
4.272 358.638 .000 .543 .127 .293 .793
Table 16: Descriptive Statistics of Performance Overall
Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
Performance overall 372 3 9 7.35 1.159
Valid N (listwise) 372
Table 17: Chi-Square test between performance overall and satisfaction
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
a
267 .000
Linear-by-Linear
Association
79.179 1 .000

37
Table 18: Chi-Square test between performance overall and loyalty
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
a
534 .000
Linear-by-Linear
Association
81.601 1 .000
Table 19: Chi-Square test between price sensitivity and loyalty
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
a
48 .000
Linear-by-Linear
Association
35.235 1 .000
Table 20: Correlation between market maven and innovativeness
Relationship Correlation
Coefficient
p-value
Market maven and
innovativeness
0.465 0.000
Table 21: Correlation between innovativeness and opinion leadership
Relationship Correlation
Coefficient
p-value
Innovativeness and
opinion leadership
0.271 0.000

38
Appendix 3 – Report Presentation Slides

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