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B - 12 - SST and Low Literate Consumers
B - 12 - SST and Low Literate Consumers
PROJECT REPORT ON
Section: MR-B
Group-12
Acknowledgement
This project gave us the platform for hands on learning experience of entire
marketing research from designing of questionnaire to collection of data and
interpreting its analysis.
Market Research and Analysis for Overall Satisfaction of Low Literate
Consumers towards Self Service Technology was a challenge initially but now
it has enriched our knowledge
This could not have been possible without Dr.Anubhav Mishra (Associate
Professor, GIM) whose constant support helped us overcome the hurdles.
Group-12
MR-B
Market Research Project 2019 3
Contents
1.Executive Summary..................................................................................4
2.Introduction................................................................................................5
2.1.Abstract ...................................................................................................5
4.Research Question…….............................................................................7
5.Conceptual Model……..............................................................................8
6.Methodology…...........................................................................................10
7.1.Normality…………………........................................................11
7.2 Independent T-Test……...............................................................12
7.3 One Way Anova…........................................................................17
7.4 Two Way Anova….......................................................................29
7.5 One Way Manova….....................................................................36
7.6 Two Way Manova….....................................................................41
7.7 Chi-Square………………………………………………….44
7.8 Factor Analysis………………………….….……………….46
7.9 Relaibility Analysis……………..……….….……………….53
7.10 Correlation……….…..………..……….….……………….55
7.11 Cluster Analysis…………………………...……………….56
7.11 Structural Equation Modeling……………...……………….60
8.Conclusion…………….………………………....................................63
9. Annexure…………….………………………......................................64
10. Refrences…………….………………………....................................67
Market Research Project 2019 4
Executive Summary
This project reflects the overall satisfaction of low literate consumers on Self
Service Technologies
The project started with the formulation of questionnaire as a part of primary
research considering the parameters such as accebility to new technology,
awareness of SST.
Then each one of us conducted in-depth interviews with the low literate
consumers on the above questionnaire to come up with parameters for final
questionnaire.
To find the parameters for final parameters we did word clouding so that we can
criticallly analyse the parameters.
After this we did the data collection by getting the responses with the
respondants.
In all we collected 18 responses to conduct our research and applying statistical
tools to achieve our Research Objective.
Using SPSS as our tool we performed t-test,one-way anova , factor analysis ,
cluster analysis etc. and analyse the outputs that helped us in reaching to the
conclusion of our research objective.
Market Research Project 2019 5
Introduction
Abstract
Self-service technology (SST) is very popular nowadays Automatic Teller
Machine (ATM) is one of the most popular SST, which provides bank
service along with NEFT, IMPS, Payments wallet etc. However, there is still
a certain unknown about SST and personal service usage on its consumer
satisfaction and consumer commitment.
The purpose of this report was to design a survey SST (i.e. ATM and
personal service usage like NEFT,) in order to determine the satisfaction of
Low Literate Consumers and multidimensional measure of these consumer
commitment.
First, literature review will be set up in this report to define the SST,
consumer satisfaction and commitment in bank service. Then the hypothesis
model and conceptual framework will be predicted. The research
methodology will then followed to indicate the data collection, sample
design and data analysis.
o Characteristics of SST
Research Questions
How the trust for a particular SST will affect in terms of usage for
daily adoption.
What factors may affect the customer satisfaction and market share
realationship among low literate consumers for SST.
How the SST meets the low literate consumers requirement?
Is there any difference in the usage pattern of low literate consumers
with age and gross income.
Research Objectives
To develop Question IDIs which will gauge the overall satisfaction for
SST among low literate consumers.
To measure the trade-off among factors that are enabling consumer
satisfaction
Conceptual Model
[1]
Customer Satisfaction Adoption of Service
will lead to increase in
market share
Factors considered
(After In-depth Availability Convenience
Interviews)
Functionality Appeal
Trust
Methodology
4) After word clouding we found the parameters on which we made the final
questionnaire.
Normality Test
Market Research Project 2019 12
Group Statistics
GENDER N Mean Std. Deviation Std. Error
Mean
0 14 5.1758 1.39033 .37158
T_MEAN
1 4 5.3846 1.18837 .59419
Interpretation
The p-value of Levene's test is 0.535, hence p > 0.05, so we cannot reject
the null of Levene's test and conclude that the variance in Overall trust
level of male consumers is not significantly different from that of female
consumers. This tells us that we should look at the "Equal variances
assumed" row for the t-test (and corresponding confidence interval)
results.
Since p =0.789 i.e. > .05 is more than our chosen significance level α =
0.05, we cannot reject the null hypothesis, and conclude that the Overall
Trust Level of Male and Female consumers is not significantly different.
Market Research Project 2019 13
1B. Research Question: Is there any difference in the overall convenience level
between male and female consumers
Interpretation
The p-value of Levene's test is 0.072, hence p > 0.05, so we cannot reject
the null of Levene's test and conclude that the variance in Overall
convenience level of male consumers is not significantly different than
that of female consumers. This tells us that we should look at the "Equal
variances assumed" row for the t-test (and corresponding confidence
interval) results.
Since p =0.164 i.e. > .05 is more than our chosen significance level α =
0.05, we cannot reject the null hypothesis, and conclude that the Overall
Convenience Level of Male and Female consumers is not significantly
different.
Market Research Project 2019 14
Interpretation
The p-value of Levene's test is 0.140, hence p > 0.01, so we cannot reject
the null of Levene's test and conclude that the variance in Overall
Functionality level of male consumers is not significantly different than
that of female consumers. This tells us that we should look at the "Equal
variances assumed" row for the t-test (and corresponding confidence
interval) results.
Since p =0.042 i.e. > .01 is more than our chosen significance level α =
0.01, we cannot reject the null hypothesis, and conclude that the Overall
Functionality Level of Male and Female consumers is not significantly
different.
Market Research Project 2019 15
Interpretation
The p-value of Levene's test is 0.028, hence p > 0.01, so we cannot reject
the null of Levene's test and conclude that the variance in Overall
Availability of SST of male consumers is not significantly different than
that of female consumers. This tells us that we should look at the "Equal
variances assumed" row for the t-test (and corresponding confidence
interval) results.
Since p =0.719 i.e. > .01 is more than our chosen significance level α =
0.01, we cannot reject the null hypothesis, and conclude that the Overall
Availability of SST of Male and Female consumers is not significantly
different.
Market Research Project 2019 16
Interpretation
The p-value of Levene's test is 0.237, hence p > 0.01, so we cannot reject
the null of Levene's test and conclude that the variance in Appeal factors
of the SST of male consumers is not significantly different than that of
female consumers. This tells us that we should look at the "Equal
variances assumed" row for the t-test (and corresponding confidence
interval) results.
Since p =0.384 i.e. > .01 is more than our chosen significance level α =
0.01, we cannot reject the null hypothesis, and conclude that the Appeal
factors of the SST of Male and Female consumers is not significantly
different.
Market Research Project 2019 17
Hypothesis: H0: The Overall trust level does not depend on age category of the
low literate consumers
Output Screenshots:
Interpretation
Descriptive Table
For dependent variable (e.g. T_MEAN), the descriptive output gives the sample
size, mean, standard deviation, minimum, maximum, standard error, and
confidence interval for each level of the (quasi) independent variable AGE.
Market Research Project 2019 19
The Test of Homogeneity of Variances output tests variances of each age group.
This is important assumption made by the analysis of variance. Here H0 is that
variance of each Age category is not different.
If the p value is greater than α level for this test, then we fail to reject H0 which
increases our confidence that the variances are equal and the homogeneity of
variance assumption has been met.
The p value is .860. Because the p value is greater than the α level, we fail to
reject H0 implying that there is little evidence that the variances are not equal
and the homogeneity of variance assumption may be reasonably satisfied.
ANOVA Table
This is the table that shows the output of the ANOVA analysis and whether
there is a statistically significant difference between our group means. We can
see that the significance value is 0.904 (i.e., p = .904), which is above 0.05. and,
therefore, there is no statistically significant difference in the mean of trust
levels of the age category.
2B. Research Question: Does the overall convenience level depend on the age
category of the low literate consumers?
Hypothesis: H0: The Overall convenience level does not depend on age
category of the low literate consumers
Interpretation
Descriptive Table:
For dependent variable (e.g. C_MEAN), the descriptive output gives the sample
size, mean, standard deviation, minimum, maximum, standard error, and
confidence interval for each level of the (quasi) independent variable AGE.
The Test of Homogeneity of Variances output tests variances of each age group.
This is important assumption made by the analysis of variance. Here H0 is that
variance of each Age category is not different.
If the p value is greater than α level for this test, then we fail to reject H0
ANOVA Table:
This is the table that shows the output of the ANOVA analysis and whether
there is a statistically significant difference between our group means. We can
see that the significance value is 0.175 (i.e., p = .175), which is above 0.05. and,
therefore, there is no statistically significant difference in the mean of
convenience levels of the age category.
In this table, p value for each Age category is greater than a= 0.05, so we fail to
reject H0 for each age category. Hence, the mean of overall convenience level
of each age category is significantly different.
Hypothesis: H0: The Overall Functionality level does not depend on age
category of the low literate consumers
Interpretation
Descriptive Table
For dependent variable (e.g. R_MEAN), the descriptive output gives the sample
size, mean, standard deviation, minimum, maximum, standard error, and
confidence interval for each level of the (quasi) independent variable AGE.
The Test of Homogeneity of Variances output tests variances of each age group.
This is important assumption made by the analysis of variance. Here H0 is that
variance of each Age category is not different. If the p value is greater than α
level for this test, then we fail to reject H0 which increases our confidence that
the variances are equal and the homogeneity of variance assumption has been
met.
The p value is .340. Because the p value is greater than the α level, we fail to
reject H0 implying that there is little evidence that the variances are not equal
and the homogeneity of variance assumption may be reasonably satisfied.
ANOVA Table:
This is the table that shows the output of the ANOVA analysis and whether
there is a statistically significant difference between our group means. We can
see that the significance value is 0.087 (i.e., p = .087), which is above 0.05. and,
therefore, there is no statistically significant difference in the mean of overall
functionality levels of the age category.
2D. Research Question: Does Overall appeal of SST depends upon the age
category of low literate consumers
Hypothesis: H0: The Overall Appeal of SST does not depend on age category
of the low literate consumers
Interpretation
Descriptive Table:
For dependent variable (e.g. BV_MEAN), the descriptive output gives the
sample size, mean, standard deviation, minimum, maximum, standard error, and
confidence interval for each level of the (quasi) independent variable AGE.\s
The Test of Homogeneity of Variances output tests variances of each age group.
This is important assumption made by the analysis of variance. Here H0 is that
variance of each Age category is not different.
If the p value is greater than α level for this test, then we fail to reject H0 which
increases our confidence that the variances are equal and the homogeneity of
variance assumption has been met.
The p value is .164. Because the p value is greater than the α level, we fail to
reject H0 implying that there is little evidence that the variances are not equal
and the homogeneity of variance assumption may be reasonably satisfied.
ANOVA Table:
This is the table that shows the output of the ANOVA analysis and whether
there is a statistically significant difference between our group means. We can
see that the significance value is 0.794 (i.e., p = .794), which is above 0.05. and,
therefore, there is no statistically significant difference in the mean of overall
Availability of SST of the age category.
Multiple Comparisons Table:
In this table, p value for each Age category is greater than a= 0.05, so we fail to
reject H0 for each age category. Hence, the mean of overall Availability of SST
of each age category is significantly different.
Market Research Project 2019 26
Two-way ANOVA
Test Used:
Two-way
ANOVA
Market Research Project 2019 27
Interpretation
The Multivariate Tests table is where we find the actual result of the one-
way MANOVA. To determine whether the one-way MANOVA was
statistically significant you need to look at the "Sig." column. We can see
from the table that we have a "Sig." value of .478 i.e. >.0005. Therefore, we
can conclude that age categories are not significantly dependent on trust and
convenience levels.
We can see from this table that age category has no significant effect on both
trust (p=0.904) and convenience levels (p=0.104) since p >0.005.
The table above shows that mean of trust levels and mean of convenience
levels were not significant different between the age groups since p>0.0005.
Market Research Project 2019 36
Two-way MANOVA
Research Question: Overall trust level, overall convenience depends upon
age category as well as gender of low literate consumers of SST
Hypothesis: H0: Overall trust level, overall convenience does not depend
upon age category as well as gender of low literate consumers of SST
Interpretation
The different names given to each row (namely, Pillai's Trace, Wilks'
Lambda, Hoteling’s Trace and Roy's Largest Root) are the names of
the different multivariate test statistics that can be used to test the
statistical significance of the different effects of the independent
variables. Each test statistic will provide you with a statistical
significance value (i.e., p-value), but its value can be different for the
different test statistics.
You can see that p = .156 (i.e., the Wilks' Lambda row highlighted in
yellow), which means that there is a no significant interaction effect.
This means that the effect of the gross monthly salary categories on
the dependent variables (overall trust level and overall convenience
level) is the same for males and females. Overall trust level, overall
convenience does not depend upon age category as well as gender of
low literate consumers of SST
Market Research Project 2019 38
Chi Square
H0: There is no dependency between age and gross monthly income of
low literate consumers of SST.
Interpretation
From the Chi square tests table we see that the significance value
of Pearson Chi square is 0.188 which is > 0.05. Hence we fail to
reject the null hypothesis. i.e Hence there is no dependency of Age
category on gross monthly income category.
Market Research Project 2019 39
Factor Aanlysis
Descriptive Statistics
Mean Std. Deviation Analysis N
V2 5.444 1.5801 18
V3 5.500 1.5811 18
V4 5.222 1.6290 18
V8 4.556 1.5424 18
V9 4.500 1.6179 18
V10 4.556 2.0926 18
V12 5.611 1.3346 18
V14 5.389 .9785 18
V17 6.667 .5941 18
V19 5.000 1.5339 18
V21 5.556 1.3815 18
V22 5.111 1.8114 18
V24 6.000 1.1882 18
V25 5.611 1.6139 18
V26 5.333 1.1882 18
V27 5.389 1.2897 18
V28 5.278 1.5265 18
V29 5.278 1.5645 18
V35 5.333 1.4552 18
V37 5.222 1.7339 18
V38 5.000 1.4951 18
V41 4.778 1.3956 18
Interpretation
The first output after running factor analysis is the Descriptive Statistics
table. It defines the mean, standard deviation and the number of
respondents (N) who participated in the survey. Looking at the means, we
can conclude that V17 i.e. “it is easy and convenient to reach the above-
mentioned SST” is the most important factor, which influences the
overall satisfaction of customers while using SST.
Market Research Project 2019 40
Factor Aanlysis
Market Research Project 2019 41
Factor Aanlysis
Interpretation
Since the determinant is zero hence we faced computational problems.
Due to the small sample size we did not get the output from the KMO and
Bartlett’s Test so we cannot comment on whether the null hypothesis i.e.
the correlation matrix is an identity matrix, was accepted or rejected.
The next item from the output is a table of communalities which shows
how much of the variance (i.e. the communality value which should be
more than 0.5 to be considered for further analysis. Else these variables
are to be removed from further steps factor analysis) in the variables has
been accounted for by the extracted factors.
From the above table we can say that 91.4% of the variance in V1 is
accounted for, while 60.2% of the variance in V41 is accounted for.
Market Research Project 2019 42
Factor Aanlysis
Communalities
Initial Extraction
V2 1.000 .914
V3 1.000 .947
V4 1.000 .936
V8 1.000 .948
V9 1.000 .894
Factor Aanlysis
Total Variance Explained
Component Initial Eigenvalues Extraction Sums of Squared Rotation Sums of Squared
Loadings Loadings
Factor Aanlysis
Interpretation
Eigen value displays how all variables share its variance with each factor.
The Eigenvalue table has been divided into three sub-sections, i.e. Initial
Eigen Values, Extracted Sums of Squared Loadings and Rotation of
Sums of Squared Loadings. Here we note that the first factor accounts for
56.174% of the variance, the second 12.101%, the third 7.535%, the
fourth 6.011% and the fifth accounts for 4.598%. No remaining factors
are significant.
The scree plot is a graph of the eigenvalues against all the factors. The
graph is useful for determining how many factors to retain. The point of
interest is where the curve starts to flatten. It can be seen that the curve
begins to flatten between factors 6 and 7. Note also that factor 6 onwards
have an eigenvalue of less than 1, so only five factors have been retained.
Market Research Project 2019 45
Factor Aanlysis
1 2 3 4 5
V2 .884
V3 .948
V4 .901
V8 .912
V9 .471 .781
V10 .804
V12 .697
V14 .956
V17 .827
V19 .878
V21 .770
V22 .788 .402
V24 .778 .499
V25 .930
V26 .884
V27 .897
V28 .847
V29 .768
V35 .754 -.417
V37 .728 .427
V38 .868
V41 .634
Interpretation
The above table contains the rotated factor loadings, which represent both
how the variables are weighted for each factor but also the correlation
between the variables and the factor. Because these are correlations,
possible values range from -1 to +1. We kept the absolute value below
0.4 which tells SPSS not to print any of the correlations that are .4 or
less. This makes the output easier to read by removing the clutter of low
correlations that are probably not meaningful anyway.
Market Research Project 2019 46
Relaibility Analysis
Convenience
Reliability Statistics
Cronbach's Cronbach's N of We can see that Cronbach's alpha is 0.947,
Alpha Alpha Items which indicates a high level of internal
Based on consistency for our scale.
Standardize
d Items
.947 .946 3
Functionality
Reliability Statistics
Cronbach's Cronbach's N of We can see that Cronbach's alpha is 0.931,
Alpha Alpha Items which indicates a high level of internal
Based on consistency for our scale.
Standardize
d Items
.931 .932 2
Availability
Reliability Statistics
Cronbach's Cronbach's N of We can see that Cronbach's alpha is
Alpha Alpha Items 0.476, which indicates a low level of
Based on internal consistency for our scale.
Standardize
d Items
.476 .592 2
Market Research Project 2019 47
Relaibility Analysis
Trust
Reliability Statistics
Cronbach's Cronbach's N of We can see that Cronbach's alpha is
Alpha Alpha Items 0.968, which indicates a high level of
Based on internal consistency for our scale.
Standardize
d Items
.968 .972 13
Appeal
This factor has only one variable that is why we cannot perform internal
consistency test.
Market Research Project 2019 48
Correlation
Correlations
N 18 18 18 18 18
Pearson Correlation .422 1 .367 .480 .090
C_MEAN Sig. (2-tailed) .081 .134 .044 .722
N 18 18 18 18 18
Pearson Correlation .604 .367 1 .192 .110
R_MEAN Sig. (2-tailed) .008 .134 .445 .663
N 18 18 18 18 18
Pearson Correlation .397 .480 .192 1 .289
BV_MEAN Sig. (2-tailed) .103 .044 .445 .244
N 18 18 18 18 18
Pearson Correlation .017 .090 .110 .289 1
N 18 18 18 18 18
Interpretation
Since we are testing for metric variables hence we run the Pearson
Correlation Test. According to the Pearson correlation test, two variables
should not be highly correlated i.e. having a value of 0.8 and above. So in
the above table we have run the Pearson test on the mean of all the factors
which we are considering for our model.
The table above presents the Pearson correlation coefficient, its
significance value and the sample size that the calculation is based on.
We see that the Person correlation value is 1 along the diagonals. In the
above table we see that between ENV_1 and T_mean, the Person
Correlation coefficient value is 0.017, but it is not statistically significant
(p>0.005). The same can be noticed for the correlation between the
Env_1 and all other variables.
Market Research Project 2019 49
Cluster Aanlysis
We used Hierarchical cluster analysis, as our sample size is less than 100.
The main part of the output from SPSS is the dendogram. The dendogram
for the diagnosis of data presented in output 1. As we know, cluster analysis
tries to place every case into a single cluster. Therefore, we end up having
a single cluster that subdivides at lower levels of similarity.
OUTPUT 1
Market Research Project 2019 50
Cluster Aanlysis
Agglomeration Schedule
Stage Cluster Combined Coefficient Stage Cluster First Next
s Appears Stage
Cluster 1 Cluster 2 Cluster 1 Cluster 2
1 8 9 3.606 0 0 3
2 12 14 3.742 0 0 3
3 8 12 5.196 1 2 4
4 7 8 5.196 0 3 5
5 5 7 5.657 0 4 6
6 5 13 5.745 5 0 7
7 5 6 6.083 6 0 8
8 5 17 7.071 7 0 9
9 5 15 7.550 8 0 11
10 4 16 8.246 0 0 15
11 5 10 8.307 9 0 13
12 2 18 9.000 0 0 13
13 2 5 9.000 12 11 14
14 1 2 9.434 0 13 15
15 1 4 9.849 14 10 16
16 1 11 10.954 15 0 17
17 1 3 11.136 16 0 0
These are the same as the findings from the dendogram. This is somewhat
unsatisfactory as a solution, because there isn't a strong classification.
That’s why we tried a solution using complete linkage (Furthest neighbour)
as the cluster method
Market Research Project 2019 51
Cluster Aanlysis
OUTPUT 2
Market Research Project 2019 52
Cluster Aanlysis
Agglomeration Schedule
Stage Cluster Combined Coefficients Stage Cluster First Appears Next Stage
1 8 9 13.000 0 0 3
2 12 14 14.000 0 0 5
3 7 8 32.000 0 1 4
4 6 7 46.000 0 3 8
5 12 13 49.000 2 0 6
6 12 17 68.000 5 0 10
7 4 16 68.000 0 0 13
8 5 6 68.000 0 4 11
9 2 18 81.000 0 0 12
10 12 15 88.000 6 0 14
11 5 10 105.000 8 0 14
12 2 11 125.000 9 0 15
13 1 4 129.000 0 7 15
14 5 12 161.000 11 10 17
15 1 2 191.000 13 12 16
16 1 3 291.000 15 0 17
17 1 5 612.000 16 14 0
Market Research Project 2019 53
There are three models which should be displayed out of which we are getting
only the default model which specifies the data given by us. As we can see from
the above output the default model is unidentified due to lack of constraints due
to the small sample size.
Market Research Project 2019 54
The model fit summary table should display the Baseline Comparison and
RMSEA table. Due to small sample size we couldn’t get the CFI(Goodness of
fit) and RMSEA(Badness of fit) values which would help us in analysing
whether the model is a good fit or not.
However, we can calculate the PCMIN which is CMIN/DOF
The above table represents the standardized regression weights. Here we see
the standard estimates value of the different independent variables i.e.
functionality, availability, convenience and appeal on the dependent
variables i.e. Trust.
Market Research Project 2019 56
Conclusion
As we know that SST services are in high demand in today’s digital world and
it is becoming highly important to be aware of the use of these services since
our country is moving towards a cashless economy. So after analysing the
responses of our sample which we received from the In-depth interviews and
surveys we conducted various tests on the compiled data and came to the
conclusion that various factors such as Functionality, Appeal, Convenience and
Availability directly affect the level of trust that low literate consumers have
while using SST services.
The level of trust amongst the low-literate consumers in turn affects the overall
satisfaction level low-literate customers get while using SST services.
Market Research Project 2019 57
Annexure
NAME: TEL/EMAIL:
GENDER: HOMETOWN:
AGE:
HIGHEST EDUCATION:
GROSS MONTHLY INCOME: SST USED: Yes
References
Bibliography
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global.com/dictionary/self-service-technology/26273
Malhotra, N. (n.d.). In Marketing Research An Applied Orientation.
Nandi, D. S. (2012, 12 1). isme. Retrieved from blog isme: https://www.isme.in/sst-self-
service-technology-in-service/
Service, E. W. (2016, December 05). Ukessays. Retrieved from Ukessays:
https://www.ukessays.com/essays/education/self-service-technology.php