Title: ANOVA: Single Factor Analysis of Online Shopping Platforms
Author: Kajal Gangele
Introduction: Myntra, Meesho, Flipkart, and Amazon are prominent e-commerce platforms in India. Myntra focuses on fashion and lifestyle products, Meesho is a social commerce platform, Flipkart is a general merchandise retailer, and Amazon is a global e-commerce giant. These platforms have significantly impacted India’s online shopping landscape, offering millions of consumers diverse product ranges, competitive pricing, and convenient shopping experiences.
Objective: To find out if there are significant differences in the preferences (ratings) for the online shopping platforms Myntra, Meesho, Flipkart, and Amazon.
Data Collection: We collected preference ratings between 1 to 10, 1 being least preferable and 10 being highest favorable, for the following online shopping platforms: Myntra, Meesho, Flipkart, and Amazon, from 27 students. We then analyzed these 4 variables using ANOVA to compare the mean preference ratings among the different platforms.
Data Analysis:
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Table 1 |
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ANOVA |
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Source of Variation |
SS |
df |
MS |
F |
P-value |
F crit |
|
Between Groups |
85.96 |
3 |
28.65 |
7.61 |
0.00012 |
2.69 |
|
Within Groups |
391.70 |
104 |
3.77 |
|
|
|
|
Total |
477.67 |
107 |
|
|
|
|
Null Hypothesis (H0): There is no significant difference in the average ratings between the four online shopping platforms Myntra, Meesho, Flipkart, and Amazon. All are the same.
Alternate Hypothesis (H1): There is a significant difference in the average ratings between at least one pair of the four online shopping platforms Myntra, Meesho, Flipkart, and Amazon. Any one of them is different.
According to the ANOVA – Table 1, the P value is 0.00012, which is less than the significance level (0.05). This indicates that we would reject the null hypothesis and accept the alternate hypothesis.
Conclusion
As we reject the null hypothesis and accept the alternate hypothesis we can state that there is sufficient evidence to conclude that at least one of the online shopping platforms has a significantly different average rating. Therefore, all are not the same.