Marketing Analytics Dr.

Kalim Khan

Case - Paid Kids Care Unit in a Mall

In the past few years, a large number of malls have sprouted in the Indian
metros. Malls are not only meant for shopping but are also combined with
multiplexes and provide other indoor modes of recreation. In this context,
it has become a place to hang out for most of the younger population.

Many young parents go to malls, usually with their children in tow. While
it can be a terrific family outing, sometimes a break from the children
while shopping can also be a pleasant experience. A kids care centre in a
mall can give parents a fantastic place to drop off their children while
shopping or while exploring the mall for other modes of entertainment or
recreation.

Such facilities are already available in European markets. A study was

conducted to examine whether Indians need such a facility.

The unit of analysis for the study was young parents having kids in the
age group 1 to 6 years. The visit to a mall was considered to be the most
appropriate method to find the target population. A sample of 30
respondents was selected while they were visiting malls. A questionnaire
was administered to the respondents. A few questions that were asked of
the respondents were:

If you are provided with a paid kids care facility in a mall, for the
kids aged 1-6 years, would you be interested in availing of the
facility? (Y)

(a) Very Interested - (5)

(b) Interested - (4)
(c) Indifferent - (3)
(d) Not interested - (2)
(e) Not at all interested - (1)

According to you what should be the charge on an hourly basis, for a

kids care centre in a mall? (X1)

(a) 100 - 150 - (1)

(b) 151 200 - (2)

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(c) 201 - 250 - (3)

(d) 251 and above - (4)
Your sex (X2)
(a) Male - (1)
(b) Female - (2)

Your Education (X3)

(a) Undergraduate - (1)
(b) Graduate - (2)
(c) Postgraduate and above - (3)

Your monthly household income (X4)

(a) Less than or equal to `15000 - (1)
(b) `15001 - `30000 - (2)
(c) `30001 - `45000 - (3)
(d) `45001 and above - (4)

Are both you and your spouse working (X5)

(a) Both - (1)
(b) One - (2)

You belong to (X6)

(a) Nuclear Family - (1)
(b) Joint Family - (2)

The data on the variable Y is in the interval scale, whereas the data on the
remaining variables X1, X2 up to X6 is nominal scale. The coding X
variables is shown within parenthesis. The values taken by the interval
scale variable Y are shown within the brackets. The entire data is
presented in Table 13.29.

Questions:
1. Treat X1, X2, X6 as independent variables. Run a one-way analysis
of variance using the independent variables X1, X3 and X4 with
interest in the Kids Care Centre (Y) as a dependent variable. If the
results are significant, carry out an appropriate t-test .

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Marketing Analytics Dr. Kalim Khan

2. Conduct an appropriate test to examine whether there is a

difference in the interest in the Kids Care Centre because of gender
(X2), spouse working (X5) and type of family (X6). Interpret the
result.

3. Divide the interest in the Kids Care Centre into two groups low
interest with a score of 1 to 3 and high interest with a score of 4 to
5. Cross-tabulate it with the gender (X2), spouse working (X5) and
type of family (X6). Interpret the results.

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