Hypothesis Testing & Retail Audit In Consumer Behavior Laura Brosch, Iris Kaiser, Tanvi Sharma

H1: Type of mall does not affect CDM styles Factor loadings: Numerical values indicating strength & direction of a factor on a measured valuable (item)  Indicate how strongly the factor influences the measured variable (item) 2 Source: M. Rahn: Factor Analysis: A Short Introduction, Part 1. URL: introduction/, [ ]

3 CDM styles are found to be independent of different shopping contexts

Retail Audit: Thalia 4

Retail Audit: zeilenreich 5

Retail Audit: Weltbild 6

Retail Audit: Book Stores 7 Attributes Importance Weights ThaliazeilenreichWeltbild Layout25%20,54151,25 Crowded/Not Crowded 5%40,24 4 Store´s interior Floor Covering 25%20,530,7551,25 Store Fixtures Width of Aisles Signage/Displ ays Store- front Signs 20%20,42 51 Entrances Sensory Experience Lighting 25%30, Color Noise Smells Temperature Total1002,353,14,7

Retail Audit: Runners Point 8

Retail Audit: Intersport 9

Retail Audit – Sport Stores 10 Attributes Importance Weights Runner´s PointIntersport Layout25%4141 Crowded/Not Crowded 5%20,130,15 Store´s interior Floor Covering 25%4141 Store Fixtures Width of Aisles Signage/Displ ays Store- front Signs 20%30,640,8 Entrances Sensory Experience Lighting 25%4141 Color Noise Smells Temperature Total1003,73,95

-Purchase I) E-Book Reader -Purchase II) running shoes 11 Consumer observation

Purchase I) E-Book reader 12 -Brochure -Flyers -Contacting service assistant Impact of rankings Evaluation of alternatives -E-Book or Tablet? -Criteria: Price Handling Information search  Recommendation by a friend via phone-call

Customer profile: „Book lover“ Age: Occupation: Student Income level: max €/ year Location: Berlin Habits and likes: reading, middle- expense entertainment, middle technical affinity Decision style: price conscious/ value for money Repurchase possibility: middle (~ in 2 years) 13

Purchase II) running shoes 14 -Contacting service assistant 3 times Evaluation of alternatives -3 different models -Criteria: Design Quality Perfect fit - Check via phone Information search

Customer Profile „The sporty fashion conscious“ 15 Age: Occupation: Student Income level: €/ year Location: Berlin Habits and likes: fashion conscious, sporty, striving for the newest Decision style: novelty and fashion conscious, high quality conscious Repurchase possibility: high (half a year – 1 year)

Hypothesis Testing on IMM Monkeys 16

Hypothesis Testing on IMM Monkeys 17 Well 70% of girls in this master usually are collaborating… We are all collaborating negotiators!! YAY!! H1:70% of the female students of our IMM class have a collaborating negotiation style Source:

18 Hypothesis Testing on IMM Monkeys H2:The likelihood of choosing negotiation tactic 1 (making an opening demand that is far greater than what one really hopes to settle for) is irrespective of negotiating styles.

Thank You 19