Chi Square Analysis

Retailers Years of Experience Vs Retailers level of satisfaction towards the

service of Nutrine confectionery
Satisfaction level
Years of
Satisfied
experience
O
E
Less than
2 years
2 to 5
> 5 years
Observed
total

32

Neutral
O

Needs
improvement
O E

Dissatisfied Observed
total
O
E

35.85 24 23.14 23

20.85

10

9.15

89

70 47.13 10 30.42 26
39 58.01 57 37.44 33
141
91
82

27.41
33.73

11
15
36

12.03
14.81

117
144
350

Hypothesis
Null Hypothesis- Ho -

There is no significant relationship between

Retailers Years of Experience and level of
Satisfaction towards the service of Nutrine
confectionery

Alternative Hypothesis- HA -

There is significant relation ship between

Retailers Years of Experience and level of
satisfaction towards the service of Nutrine
confectionery

Calculated Value
Tabulated Value at 5%
Significance Level

42.12

Degree of Freedom

12.592
6

Inference
Since the Calculated value is greater than the Tabulated Value Null
Hypothesis is rejected. Therefore there is significant relationship between
retailers Years of Experience and level of satisfaction towards the service of
Nutrine confectionery.
64

Ranking Method Analysis 1

Consumers influencing factors

Weightage
Ranking

6
1

5
2

4
3

3
4

2
5

1
6

Advertisements
Taste
Price
Gifts
Brand
Packaging

88
37
41
57
79
48

26
91
96
81
24
32

74
83
69
46
62
16

97
46
41
59
89
18

112
59
53
37
43
46

54
34
50
70
53
139

Weightage
Total
1523
1299
1281
1252
1248
797

Average Rank
4.3514
3.7114
3.66
3.5771
3.5657
2.2771

1
2
3
4
5
6

Inference
From the above statistical analysis it is made clear that majority of the
consumers are attracted by the advertisements. The next major influencing
factor for the consumers is that the taste of the confectionaries. The price of the
confectionaries is also influences consumers to some extent. The company
should consider seriously about these influencing factors and should frame their
promotional policies.

65

Ranking Method Analysis 2

Media Preference for Advertising Confectioneries

Weightage
Ranking
Television
News Papers
Hoarding
Radio
Others

5
1

4
2

3
3

2
4

1
5

86
63
78
66
57

65
91
69
79
46

81
79
72
51
67

54
68
59
72
97

64
49
72
82
83

Weightage
Total
1105
1101
1072
1025
947

Average Rank
3.1571
3.1457
3.0629
2.9286
2.7057

Inference
From the above statistical analysis it is being made clear that major media
preference for advertising confectionaries is television. The next major media
preference is that the newspapers. The company should select an appropriate
media for advertising which the maximum reach and that will take the
advertisements to more number of customers.

66

1
2
3
4
5