BUSINESS RESEARCH METHODOLOGY

REPORT

Analysing the Service

NIO by Nissan

Submitted To:
Prof. Sk Abu Khalek

By: Namit Kumar

MBA/1056/09
Objective

To analyse the questionnaire data on the perception of NIO and report our findings.

Tools used

SPSS Statistical Software

Questions answered and Tests Performed

Q1. Is there an association of gender, age, and income with Personal Car Willingness?

A. We perform a Chi square test to check the same.

H0 : There is no association
H1 : There is association

For Gender and Personal Car Willingness

The significance value for Pearson Chi-Square is greater than our alpha value of 0.05 hence we
fail to reject the null hypothesis.
There is no association between Gender and Personal Car Willingness.

For Age and Personal Car Willingness

 The significance value for Pearson Chi-Square is greater than our alpha value of 0.05 hence we
fail to reject the null hypothesis.
There is no association between Age and Personal Car Willingness.

For Income and Personal Car Willingness

The significance value for Pearson Chi-Square is greater than our alpha value of 0.05 hence we
fail to reject the null hypothesis.
There is no association between Income and Personal Car Willingness.

Q2. Is there an association of gender, age, and income with whether Car Owned?

A. We perform a Chi square test to check the same.

H0 : There is no association
H1 : There is association

For Gender and Car Owned

The significance value for Pearson Chi-Square is greater than our alpha value of 0.05 hence we
fail to reject the null hypothesis.
There is no association between Gender and Car Owned.
 For Age and Car Owned

The significance value for Pearson Chi-Square is greater than our alpha value of 0.05 hence we
fail to reject the null hypothesis.
There is no association between Age and Car Owned.

For Income and Car Owned

The significance value for Pearson Chi-Square is greater than our alpha value of 0.05 hence we
fail to reject the null hypothesis.
There is no association between Income and Car Owned.

Q3. Is there an association of gender, age, and income with whether Awareness for NIO?

A. We perform a Chi square test to check the same.

H0 : There is no association
H1 : There is association

For Gender and Awareness

The significance value for Pearson Chi-Square is greater than our alpha value of 0.05 hence we
fail to reject the null hypothesis.
There is no association between Gender and Awareness.

For Age and Awareness

The significance value for Pearson Chi-Square is greater than our alpha value of 0.05 hence we
fail to reject the null hypothesis.
There is no association between Age and Awareness.

For Income and Awareness

The significance value for Pearson Chi-Square is greater than our alpha value of 0.05 hence we
fail to reject the null hypothesis.
 There is no association between Income and Awareness.

Q4. Is there any correlation of Reliability, Trialability, Compatibility, and Complexity with Relative
Advantage perceived by a consumer?

A. We perform a Correlation test to check the same.

H0 : There is no correlation
H1 : There is correaltion

For Reliability and Relative Advantage

The significance value for Pearson’s R is lower than our alpha value of 0.05 hence we reject
the null hypothesis.
There is Correlation between Reliability and Relative Advantage. Strength of Correlation
= 0.321
A value lower than 0.3 indicates a very weak correlation between two attributes. Since 0.321 is
very close to 0.3, we can safely say that there is weak correlation between Reliability and
Relative Advantage i.e., increasing Reliability won’t have a large impact on relative advantage
of NIO.

For Trialability and Relative Advantage

The significance value for Pearson’s R is lower than our alpha value of 0.05 hence we reject
the null hypothesis.
There is Correlation between Trialability and Relative Advantage. Strength of Correlation
= 0.344
A value lower than 0.3 indicates a very weak correlation between two attributes. Since 0.344 is
very close to 0.3, we can safely say that there is weak correlation between Trialability and
Relative Advantage i.e., increasing trialability won’t have a large impact on relative advantage
of NIO.

For Compatibility and Relative Advantage

The significance value for Pearson’s R is lower than our alpha value of 0.05 hence we reject
the null hypothesis.
There is correlation between Compatibility and Relative Advantage. Strength of
Correlation = 0.721
A value greater than 0.6 indicates a very strong correlation between two attributes. Hence
Relative Advantage will increase significantly as Compatibility increases.

For Complexity and Relative Advantage

 The significance value for Pearson’s R is lower than our alpha value of 0.05 hence we reject
the null hypothesis.
There is Correlation between Complexity and Relative Advantage. Strength of Correlation
= 0.301
A value lower than 0.3 indicates a very weak correlation between two attributes. Hence, there
is weak correlation between Complexity and Relative Advantage i.e., decreasing Complexity
won’t have a large impact on relative advantage of NIO.

Q5. Is there any correlation of Reliability, Trialability, Compatibility, and Complexity with Overall
Value perceived by a consumer?

A. We perform a Correlation test to check the same.

H0 : There is no correlation
H1 : There is correaltion

For Reliability and Overall Value

The significance value for Pearson’s R is lower than our alpha value of 0.05 hence we reject
the null hypothesis.
There is Correlation between Reliability and Overall Value. Strength of Correlation = 0.419
A value between 0.3 and 0.6 indicates a moderate correlation between two attributes. Hence,
we can say that there is moderate correlation between Reliability and Overall Value i.e.,
increasing Reliability will have a considerable impact on Overall Value of NIO.

For Trialability and Overall Value

The significance value for Pearson’s R is lower than our alpha value of 0.05 hence we reject
the null hypothesis.
There is Correlation between Trialability and Overall Value. Strength of Correlation =
0.455
A value between 0.3 and 0.6 indicates a moderate correlation between two attributes. Hence,
we can say that there is moderate correlation between Trialability and Overall Value i.e.,
increasing Trialability will have a considerable impact on Overall Value of NIO.

For Compatibility and Overall Value

The significance value for Pearson’s R is lower than our alpha value of 0.05 hence we reject
the null hypothesis.
There is correlation between Compatibility and Overall Value. Strength of Correlation =
0.343
A value lower than 0.3 indicates a very weak correlation between two attributes. Since 0.343 is
very close to 0.3, we can safely say that there is weak correlation between Compatibility and
Overall Value i.e., increasing trialability won’t have a large impact on Overall Value of NIO.
 For Complexity and Overall Value

The significance value for Pearson’s R is lower than our alpha value of 0.05 hence we reject
the null hypothesis.
There is Correlation between Complexity and Overall Value. Strength of Correlation =
0.427
A value between 0.3 and 0.6 indicates a moderate correlation between two attributes. Hence,
we can say that there is moderate correlation between Complexity and Overall Value i.e.,
decreasing Complexity will have a considerable impact on Overall Value of NIO.

Q6. Is there any correlation of Reliability, Trialability, Compatibility, and Complexity with Intention to
Use of a consumer?

A. We perform a Correlation test to check the same.

H0 : There is no correlation
H1 : There is correaltion

For Reliability and Intention to Use

The significance value for Pearson’s R is lower than our alpha value of 0.05 hence we reject
the null hypothesis.
There is Correlation between Reliability and Intention to Use. Strength of Correlation =
0.365
A value between 0.3 and 0.6 indicates a moderate correlation between two attributes. Hence,
we can say that there is moderate correlation between Reliability and Intention to Use i.e.,
increasing Reliability will have a considerable impact on Intention to Use of NIO.

For Trialability and Intention to Use

The significance value for Pearson’s R is lower than our alpha value of 0.05 hence we reject
the null hypothesis.
There is Correlation between Trialability and Intention to Use. Strength of Correlation =
0.280
A value lower than 0.3 indicates a very weak correlation between two attributes. Hence, we can
say that there is very weak correlation between Trialability and Intention to Use i.e., increasing
Trialability will not have a considerable impact on Intention to Use of NIO.

For Compatibility and Intention to Use

The significance value for Pearson’s R is lower than our alpha value of 0.05 hence we reject
the null hypothesis.
There is correlation between Compatibility and Intention to Use. Strength of Correlation =
0.401
 A value between 0.3 and 0.6 indicates a moderate correlation between two attributes. Hence,
we can say that there is moderate correlation between Compatibility and Intention to Use i.e.,
increasing Compatibility will have a considerable impact on Intention to Use of NIO.

For Complexity and Intention to Use

The significance value for Pearson’s R is lower than our alpha value of 0.05 hence we reject
the null hypothesis.
There is Correlation between Complexity and Intention to Use. Strength of Correlation =
0.430
A value between 0.3 and 0.6 indicates a moderate correlation between two attributes. Hence,
we can say that there is moderate correlation between Complexity and Intention to Use i.e.,
decreasing Complexity will have a considerable impact on Intention to Use of NIO.

Q7. Is there any correlation of Gender, Age, and Income with Intention to Use of a consumer?

A. We perform a Correlation test to check the same.

H0 : There is no correlation
H1 : There is correaltion

For Gender and Intention to Use

The significance value for Pearson’s R is higher than our alpha value of 0.05 hence we fail to
reject the null hypothesis.
There is no Correlation between Gender and Intention to Use.

For Age and Intention to Use

The significance value for Pearson’s R is lower than our alpha value of 0.05 hence we reject
the null hypothesis.
There is Correlation between Age and Intention to Use. Strength of Correlation = -0.251
A value lower than 0.3 indicates a very weak correlation between two attributes. Hence, we can
say that there is very weak correlation between Age and Intention to Use i.e., increasing Age
will not have a considerable impact on Intention to Use of NIO. Also to note is that this is a
negative correlation which implies that with an increase in Age, the Intention to Use for NIO
service goes down.

For Income and Intention to Use

The significance value for Pearson’s R is higher than our alpha value of 0.05 hence we fail to
reject the null hypothesis.
There is no correlation between Income and Intention to Use.
Q8. Is there any correlation of Overall Value and Brand Perception?

A. We perform a Correlation test to check the same.

H0 : There is no correlation
H1 : There is correaltion

For Overall Value and Brand Perception

The significance value for Pearson’s R is lower than our alpha value of 0.05 hence we reject
the null hypothesis.
There is Correlation between Overall Value and Brand Perception. Strength of Correlation
= 0.516
A value between 0.3 and 0.6 indicates a moderate correlation between two attributes. Hence,
we can say that there is moderate correlation between Overall Value and Brand Perception i.e.,
increasing Overall Value will have a considerable impact on Brand Perception of NIO.

Findings:

1. Overall Value has a significantly positive impact on Brand Value of NIO.

2. This Overall Value can in turn be enhanced by enhancing Reliability, Compatibility, and
Trialability while decreasing Complexity.
3. Enhancing Reliability, Compatibility, and Trialability while decreasing Complexity shall also
improve Intention to Use for NIO.
4. NIO’s Relative Advantage lies in its Compatibility.
5. Gender, Age, and Income are non-factors in Awareness and/or Intention to Use for NIO.
Note: Age did have a weak correlation with Intention to Use such that the product could benefit
from being targeted to younger audiences.