Influence of teen’s online buying behavior on family

Under guidance of
Dr.Shivkumar Belli

 Submitted by
Sneha.V
Sahana.A
Kavya Dharsini.S
Vidhyashree.N
Debjani das

CHAPTER-4 DATA ANALYSIS

DESCRIPTIVE STATISTICS

1.AGE

Table no 4.1
Respondent's children age

Frequenc
y Percent Valid Percent Cumulative Percent

Vali 13-14 10 7.1 7.1 7.1

d
15-16 9 6.4 6.4 13.6

17-18 41 29.3 29.3 42.9

ABOVE 19 80 57.1 57.1 100.0

Total 140 100.0 100.0

Graph no4.1

Interference
From the above table 4.1 and graph 4.1, 7.1% of them are between the age group of 13-14,6.1%
are between 15-16,29.3% are between 17-18,57.3 are above 19 from this it is interpreted that
majority of the respondents are between above 19 and 17-18 which is 57.1%&29.3%.
2.OCCUPATION

Table no 4.2

respondent’s occupation
Cumulative
Frequency Percent Valid Percent Percent
Valid 2 1.4 1.4 1.4
Business 54 38.6 38.6 40.0
employee(government) 20 14.3 14.3 54.3
employee(private) 26 18.6 18.6 72.9
Homemaker 38 27.1 27.1 100.0
Total 140 100.0 100.0

Graph no 4.2

Interference
From table no 4.2 and graph no.4.2 occupation of 38% of them are business,14.2% are
employees of government ,18.6% are private employees and 27.1% are home maker

3. STATEMENTS ON CHILDREN’S INFLUENCE

 Table no 4.3.1

children buying changing yours too

Cumulative
Frequency Percent Valid Percent Percent
Valid 6 4.3 4.3 4.3
Agree 64 45.7 45.7 50.0
Completely agree 33 23.6 23.6 73.6
Completely disagree 1 .7 .7 74.3
Disagree 5 3.6 3.6 77.9
Neutral 31 22.1 22.1 100.0
Total 140 100.0 100.0

Graph no.4.3.1

Interference
From table no.4.4 and graph 4.4 it is found that 45.7% of parents agree children buying
changing theirs too 23.6% of completely agree children buying changing theirs too,0.7%
completely disagree,3.6% of them disagree&31% have neutral opinion on children’s influence
on their buying behavior too, it’s significant that major of the agree with the statement that their
children’s online buying behavior influence their buying behavior too which is 45%.

Table no 4.3.2

Cumulative
Frequency Percent Valid Percent Percent
Valid 7 5.0 5.0 5.0
Agree 75 53.6 53.6 58.6
Completely agree 20 14.3 14.3 72.9
Completely disagree 1 .7 .7 73.6
Disagree 1 .7 .7 74.3
Neutral 36 25.7 25.7 100.0
Total 140 100.0 100.0

Graph no 4.3.2

Inference
From above table 4.3.2 and graph 4.3.2 it is found that 5% of parents agree with the statement
that children’s influence in choice of referring a brand 0.7 of population completely disagree
and disagree with the statement that children’s influence in choice of referring a brand ,5%&
25% of population agree and have neutral opinion on the statement hence majority of
population that is 53.6% agrees with children’s influence in choice of referring a brand,which
depicts that childrens have influences over reffering a brand while purchasing online.

Table no 4.3.3
teen influence in online shopping
Cumulative
Frequency Percent Valid Percent Percent
Valid 6 4.3 4.3 4.3
Agree 67 47.9 47.9 52.1
Completely agree 23 16.4 16.4 68.6
Completely disagree 2 1.4 1.4 70.0
Disagree 1 .7 .7 70.7
Neutral 41 29.3 29.3 100.0
Total 140 100.0 100.0

Graph no 4.3.3

Inference
From the above table and graph 4.3.3 it’s found that 5% agree with statement that teens
influence in online shopping,47.9% completely agree,4% completely disagree,0.7%
disagree,29.3 have neutral opinion on statement that teens influence in online shopping, there
is major influence of teens in online shopping (47.9)
CHI-SQUARE TEST

Test 1

H0- there is no relationship between influence of boy teen and girl teen influence on family’s
online purchase behavior

H1- there is relationship between influence of boy teen and girl teen influence on family’s online
purchase behavior

Table no4.4

Asymptotic
Significance (2-
Value df sided)
Pearson Chi-Square 82.377a 36 .000
Likelihood Ratio 88.774 36 .000
N of Valid Cases 140
a. 42 cells (85.7%) have expected count less than 5. The minimum
expected count is .25.
Interference
From the above table table no4.4 it is found that there is relationship between boy and
girl teen influences,X2 (N=140),p<0.5,hence both gender tend have equal level of
influence on on family’s purchase behavior.

Test 2

Ho-there is no relationship between occupation and decision making power of children (notices
family needs, making final choice, make purchase, overall influence)
H1- there is relationship between occupation and decision making power of children (notices
family needs, making final choice, make purchase, overall influence)

Table no4.5

  chi-square df Asmp.sig.
occupation 15.5 2 .ooo
notices family needs 53.77 2 ,ooo
making final choice 33.77 2 ,ooo
make purchase 34.7 2 .ooo
overall influence 47.54 2 .ooo

Interference
From table 4.5 its found that there is relationship between occupation and decision making
power of children(notices family needs, making final choice, make purchase, overall influence)
X2,(1, N=140), p=0.000. Children are more likely to have decision making power online.

ANNOVA TEST

Test1

Ho= there is a no difference between the children’s online purchase influence for at least any pair
of samples.
H1= there is a difference between the children’s online purchase influence for at least any pair of
samples

Table no 4.6

sum of mean
Teen influences on square df square F sig.
between groups   0.16 3 0.05
within groups   41.07 130
fashion total   41.23 133 0.32 0.17 0.918
between groups   4.77 3 1.59
within groups   47.77 132
food total   52.27 135 0.36 4.42 0.005
between groups   0.36 3 0.12
within groups   49.38 131
home furnishing total   49.73 135 0.38 0.32 0.814
between groups   8.91 3 2.97
within groups   54.33 129
electronics total   63.23 132 0.42 7.05 .ooo
between groups   0.2 3 0.07
within groups   54.2 131
grocery total   54.4 134 0.41 0.16 0.924

Inference

From above table 4.6 it is found that ,there is a difference between the children’s online purchase
influence for at least any pair of samples fashion (P= 0.918, mean = 0.32, f=0.17); food (P=
0.005, mean=0.36, f=4.42); home furnishing (P=0.814, Mean=0.38, f=0.32);
electronics(P=.000, mean= 0.42, f=7.05); grocery (P= 0.924, mean= 0.41, f=0.16) Hence the
data which has taken was 5 types of decision stages. And there is a significant difference
between food and electronics. Hence there is difference between the children’s online purchase
influence for variables like fashion and food.

Test2

Ho-there is a no relationship between children's ageand teens over all influence at least in one
sample.

H1- there is a relationship between children's age and teens over all influence at least in one
sample.

Table no 4.7
 Sum of mean
  squares df square F sig.
between
groups 7.38 3 2.46
within
groups 86.91 80 1.09
Help to shop online Total 94.29 83 - 2.26 0.087
between
groups 7.33 3 2.44
within
Help to shop before groups 72.56 53 1.37
online Total 79.89 56 - 1.76 0.161
between
groups 12.28 3 4.09
within
groups 160.7 82 1.96
Help after shopping Total 172.99 85 - 2.09 0.108

Interference:

From table 4.6 it is found that there is a no relationship between children's age and teens over all
influence at least in one sample, helping to shop online (P=0.087); help to shop before online
(P=0.161); help after shopping (P=0.108). There is a relationship between at least one sample
that is help to shop online and children’s age; hence we accept the alternative hypothesis and
reject the null hypothesis.