Submitted by:

Annmol Hattikudur (D008)

Goutham Venkatesh (D023)
Jay Bhatt (D002)
Meera Sankar (D016)
Saumya Kharya (D010)

Clicks or Bricks?
MARKETING RESEARCH PROJECT
(MTECH DATA SCIENCE)
Letter of Transmittal
Content

Letter of Authorization
Content

Table of Contents
Letter of Transmittal 1
Letter of Authorization 1
List of tables 3
List of graphs 3
List of appendices 3
List of exhibits 3
Executive summary 3
Major findings 3
Conclusions 3
Recommendations 3
Problem definition 3
Background to the problem 3
Statement of the problem 3
Approach to the problem 3
Research design 3
Type of research design 3
Information needs 3
Data collection from secondary sources 3
Data collection from primary sources 3
Scaling techniques 3
Questionnaire development and pretesting 4
Sampling techniques 4
Fieldwork 4
Data analysis 4
Methodology 4
Plan of data analysis 4

PAGE 1
Results 4
Limitations and caveats 4
Conclusions and recommendations 4
Exhibits 4
Questionnaires and forms 4
Statistical output 4
Lists 4

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List of tables

List of graphs

List of appendices

List of exhibits

Executive summary
MAJOR FINDINGS

CONCLUSIONS

RECOMMENDATIONS

1. Problem definition
BACKGROUND TO THE PROBLEM

STATEMENT OF THE PROBLEM

2. Approach to the problem

(i) What factors influence consumers when they choose between online and in-store
shopping?

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3. Research design
TYPE OF RESEARCH DESIGN

INFORMATION NEEDS

DATA COLLECTION FROM SECONDARY SOURCES

DATA COLLECTION FROM PRIMARY SOURCES

SCALING TECHNIQUES

QUESTIONNAIRE DEVELOPMENT AND PRETESTING

SAMPLING TECHNIQUES

FIELDWORK

4. Data analysis
METHODOLOGY

PLAN OF DATA ANALYSIS

5. Results
The discussions revolve around demographic characteristics of the respondents, their shopping
behaviors, the generation gap, variables contributing to online shopping behaviors and the
variables curtailing it.

5.1 Demographic Characteristics of Respondents

5.1.1 Gender

Table 1 - Gender distribution of sample

Frequency Percentage
Male 106 61.3
Female 67 38.7
Total 173 100

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A total of 61.3% (106) of the respondents were males and 38.7% (67) were females. The number of
male respondents was lower than the female respondents.

5.1.1 Age

Table 2 - Age distribution of sample

Frequency Percentage
GenX 41 23.7
Millennial 132 76.3
Total 173 100

A total of 23.7% (41) of the respondents come under the age category Generation X and the rest
76.3% (132), under the category of Millennials.

5.1.1 Income

Figure 1 - Income Distribution of sample

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A predominant number of the responses came from students which explains the large frequency in
the less than 25,000 category

5.2 Choice of Online Vs. In-store

5.2.1 Gender Divide

Table 3- Cross Tabulation of Gender and Preference

In-Store Online Row total

Female 50 17 67
0.75 0.25
Male 69 37 106
0.65 0.35
Column
total 119 54 173
0.688 0.312
Chi square test was performed to find if Gender has any role to play in the decision to purchase
Online or In-store.

Pearson's Chi-squared test using R

Table 4 - Chi Square of Gender and Preference

X squared = 1.3218 df = 1 p-value = 0.2503

The p-value obtained is more than the level of significance (0.05). Therefore we accept the null
hypothesis of there being no association between the factors Gender and Preference.

The preference between In-Store and Online is not influenced by gender of the person.

5.2.1 Age Divide

Table 5- Cross Tabulation of Age Group and Preference

In-Store Online Row total

GenX 35 6 41
0.85 0.15
Millennial 84 48 132
0.64 0.36
Column
total 119 54 173
0.688 0.312
Chi square test was performed to find if Age has any role to play in the decision to purchase Online
or In-store.

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Pearson's Chi-squared test using R

Table 6 - Chi Square of Age Group and Preference

X squared = 5.9048 df = 1 p-value = 0.0151

The p-value obtained is less than the level of significance (0.05). Therefore we reject the null
hypothesis of there being no association between the factors Age Group and Preference.

The proportion of people from Generation X that prefer In-Store for apparel shopping is
significantly higher than the corresponding proportion for Millennials.

Limitations and caveats

Conclusions and recommendations

Exhibits
QUESTIONNAIRES AND FORMS

STATISTICAL OUTPUT

LISTS

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