Name : Priyanshi Dangi
Course: MBA
1. OBJECTIVES OF THE STUDY
To analyze customer preference levels towards selected listed companies.
To compare customer ratings across the four selected corporate entities.
To identify whether a significant difference exists in customer preference among the selected brands.
To apply ANOVA as a statistical tool for analyzing customer preference data.
2. LITERATURE REVIEW
Previous studies on consumer behavior in the fast-food and corporate sectors reveal that taste, pricing, service quality, and brand image significantly influence customer preference. Researchers have found that strong brand perception and consistent product quality lead to higher customer preference and repeat purchase behavior. Several empirical studies have applied Analysis of Variance (ANOVA) to compare customer preference across multiple brands. These studies conclude that ANOVA is an effective statistical technique for identifying significant differences in mean preference scores among brands, making it suitable for comparative consumer research.
3. HYPOTHESIS
Null Hypothesis (H_0): There is no significant difference in customer preference among the four selected companies.
Alternative Hypothesis (H_1): There is a significant difference in customer preference among the four selected companies.
4. DATA COLLECTION
The study is based on primary data collected through a structured questionnaire.
A total of 40 respondents participated in the survey (as indicated by the 39 degrees of freedom for rows).
Respondents rated their preference for four companies (as indicated by the 3 degrees of freedom for columns) on a 1–10 rating scale.
Equal observations were maintained for each brand to ensure balanced ANOVA analysis.
5. DATA ANALYSIS
Analysis of Variance (ANOVA) was applied to examine differences in customer preference among the selected companies.
| Source of Variation | SS | df | MS | F | P-value | F crit |
Rows (Respondents) | 77.99375 | 39 | 1.99984 | 14.73318 | 7.24 times 10^{-30} | 1.502516 |
| Columns (Companies) | 97.86875 | 3 | 32.62292 | 240.3388 | 7.67 times 10^{-50} | 2.682132 |
| Error | 15.88125 | 117 | 0.13574 | | | |
| Total | 191.74375 | 159 | | | | |
Key Findings:
The F-value for companies (240.33) is drastically higher than the F-critical value (2.68).
The p-value (7.67 times 10^{-50}) is effectively zero, which is far below the 0.05 significance level.
This indicates an extremely high level of statistical significance regarding the difference in customer preference among the brands.
Therefore, the null hypothesis is rejected, and the alternative hypothesis is accepted.
6. CONCLUSION
- The study concludes that customer preference differs significantly among the four selected listed companies. The extremely high F-ratio suggests that consumers perceive these brands very differently based on factors such as service quality, market reputation, and brand image. These findings provide vital insights for the companies to strengthen their competitive position. The study is limited by sample size, and future research may include a larger demographic to further validate these findings.