Research Question 1 Analyse the importance of various parameters in wafer segment while buying potato chips (Price, Packaging,

Flavours, Product Design, Promotion Mix) H0: All identified parameters have equal impact on consumer buying behaviour H1: At least one parameter has a higher impact on consumer buying behaviour

Respondents were asked to rate the attributes such as price, flavour, quantity etc. on a scale of 1 to 5 with 1 as strongly agree and 5 as strongly disagree. The results which we got are shown in the graph below. Below graph shows the mean of the individual parameters. Sample size - 100

Attributes which influence buying decisions

3.5 3 2.5 2 1.5 1 0.5 0 Flavor Price Accessibility Advertisements Quantity 2.1 2.46 2.72 3.29 2.74

Above graph clearly shows that flavour is the dominant factor among all attributes. To further validate our point we perform a z-test. The result of z-test is shown below. It rejects the null hypothesis proving that there exists correlation between variables. We also performed factor analysis followed by multiple regression but multiple regression is not possible in this case. Results for both z-test and factor analysis are shown below.

Z-test

Factor analysis followed by multiple regression

Factor analysis

Regression analysis

Conclusion Using Z-test, it can be clearly shown that null hypothesis is rejected implying that the parameters (price, quantity etc.) taken into consideration in this case do not have equal impact on buying behaviour of the consumer. Taking mean as a factor to check for the dominant factor influencing buying decision shows that flavour is the most dominant factor while buying potato chips.