Marketing Research Assignment

Satisfaction of Customers Towards Fitness

Apps

Submitted To: Dr. Debarun Chakraborty

Submitted By: Pratik Panchal

PRN No: 21021241105
Date: 16/01/2022
Objective:
Here tend to find out the satisfaction of customers towards fitness apps by conducting a survey
with a questionnaire prepared with the following assumptions
1. Customer Satisfactions directly depends on Tracking, Usage, Knowledge, Influence,
Routine and Recommendation of fitness app.
2. Any other factor is not impacting the Customer Satisfaction towards Fitness Apps .

Hypothesis:
Null: Tracking, Usage, Knowledge, Influence, Routine and Recommendation do not have a
significant effect on Customer Satisfaction towards fitness app.
Alternate: Tracking, Usage, Knowledge, Influence, Routine and Recommendation have a
significant effect on Customer Satisfaction towards fitness app.

Steps Followed in the Research:

A questionnaire was created according to the objective of the study or research which had 2
sections, Section 1 for demographics and general information and Section 2 for the Multiple
Regression Analysis
Link for Questionnaire :https://forms.gle/EjiUHJf5NWfkgLu6A
1. Section 1 had 9 fields to be filled by the respondent
2. Section 2 had 8 questions to be answered by the respondent by selecting a radio button on
a Likert Scale of 5 points
3. A total of 52 responses were collected and analysis was done

Results:
Regression
Descriptive Statistics

Mean Std. Deviation N

Satisfaction 3.5490 1.02594 51

Preference 4.0000 .69282 51
Easy 3.6275 .91566 51
Motivates 3.5882 1.02326 51
Tracking 3.5686 1.04412 51
Irritation 3.4118 .96284 51
Usefulness 3.4118 1.04262 51
Gym_influencer 3.3922 1.09688 51

The above table shows:

 Mean gives the average (center) of each data set (it is a measure of central tendency) of
the six (7) Independent and one (1) Dependent variable taken from the response sheet
 Standard deviation (or σ) is a measure of how dispersed the data is in relation to the
mean. Low standard deviation means data is clustered around the mean, and high
standard deviation indicates data are more spread out. Here the Standard Deviation is low
which means the data set is distributed around the mean values given.
 N is the total number of respondents
 We have no missing responses
The above table shows:
 How the variables (both independent and dependent) are corelated to each other
 -1 indicates a perfectly negative linear correlation between two variables.
0 indicates no linear correlation between two variables.
1 indicates a perfectly positive linear correlation between two variables
 From the table we can say that there is strong positive correlation between the chosen
dependent and independent variables with respect to the responses collected

The above table shows:

 Durbin-Watson value is less than 3 which means that the values are different from each
other
  Significance value is <0.05 hence will accept the alternate hypothesis that is:
Tracking, Usage, Knowledge, Influence, Routine and Recommendation have a significant
effect on Customer Satisfaction towards fitness app

From the above table:

 The coefficient values for each Independent Variables are: 0.281, (-0.195), 0.265, (-
0.004), and so on
 Positive Coefficient indicates a direct relationship between the Independent and
Dependent Variable that is the Dependent Variable increases with the increase in
Independent Variable. Negative Coefficient indicates an indirect relationship between the
Independent and Dependent Variable that is the Dependent Variable decreases with the
increase in Independent Variable

The equation hence becomes:

Y(Satisfaction) = (0.291) +(- 0.045)(Preference)+ (-0.001)(Easy) + (0.015)(Motivates) +

(0.983)(Tracking) + (0.22) Irritation + (-0.006)Usefulness +(-0.007)Gym influencer