Descriptive+ Inferential

7/30/2019 Descriptive+ Inferential

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Objective 1: Influence of characteristics of Smartphone application(apps) based

advertisement on interest of consumers in advertisement.

H1: There is no significant correlation between Congruity of Smartphone

application(apps) based advertisement and users' interest in advertisement.

Congurity Interest

Congurity

Pearson Correlation 1 .363**

Sig. (2-tailed) .000

N 152 152

Interest

Pearson Correlation .363**

1


N 152 152

Inferences:-

1. As the Pearson correlation coefficient b/w Congruity and Interest is good

and positive (.363) and the p value is .000,this implies that null hypothesis

is rejected .

2. So we can infer that congruity of Smartphone application(apps) based

advertisement and users' interest in advertisement. have significant

correlation.

H2: There is no significant correlation between Integration of Smartphone


Interest Integration

Interest



N 152 152

Integration


1


N 152 152


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Inferences:-

1. As the Pearson correlation coefficient b/w Integration and Interest is

average and positive (.271) and the p value is .001,this implies that null

hypothesis is rejected .

2. So we can infer that Integration of Smartphone application(apps) based


correlation.

H3: There is no significant correlation between Prominence of Smartphone


Interest Prominence

Interest



N 152 152

Prominence

Pearson Correlation .331

**

1


N 152 152

Inferences:-

1. As the Pearson correlation coefficient b/w Prominence and Interest is good

and positive (.331) and the p value is .000,this implies that null hypothesis

is rejected .

2. So we can infer that Prominence of Smartphone application(apps) based


correlation.


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Objective 2: Influence of characteristics of Smartphone application (apps) based

advertisement on purchase intention towards advertised product.

H4: There is no significant correlation between congruity of Smartphone application

(apps) based advertisement and users' purchase intentions toward the advertised product.

Purchase

Intention

Congurity

Purchase Intention

Pearson Correlation 1 .204*


N 152 152

Congurity

Pearson Correlation .204*

1


N 152 152

Inferences:-

1. As the Pearson correlation coefficient b/w Congruity and purchase

intention is average and positive (.204) and the p value is .012,this implies

that null hypothesis is rejected .


advertisement and users' purchase intentions toward the advertised product

have significant correlation.

H5: There is no significant correlation between Integration of Smartphone application

(apps) based advertisement and users' purchase intentions toward the advertised product.


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Purchase

Intention

Integration

Purchase Intention



N 152 152

Integration


1


N 152 152

Inferences:-

1. As the Pearson correlation coefficient b/w Integration and purchaseintention is average and positive (.267) and the p value is .001,this implies

that null hypothesis is rejected .




H6: There is no significant correlation between Prominence of Smartphone application

(apps) based advertisement and to users' purchase intentions toward the advertised

product.

Purchase

Intention

Prominence

Purchase Intention

Pearson

Correlation1 .178

*


N 152 152

Prominence

Pearson

Correlation.178

*1


N 152 152


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Inferences:-

1. As the Pearson correlation coefficient b/w Prominence and Purchase

intention is low but not 0 and positive (.363) and the p value is .028,this

implies that null hypothesis is rejected .

2. So we can infer that prominence of Smartphone application(apps) based



Objective 3: Influence of player interest in Smartphone application(apps) based

advertisement on purchase intention towards advertised product.

H7: There is no significant correlation between Users' interest in Smartphone

application(apps) based advertisement and users purchase intentions toward the

advertised product.

Correlations

Interest Purchase

Intention

Interest



N 152 152

Purchase Intention


1


N 152 152

Inferences:-

1. As the Pearson correlation coefficient b/w Interest and purchase intention

is high and positive (.449) and the p value is .000,this implies that null

hypothesis is rejected .


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2. So we can infer that interest in advertisement and users' purchase intentions

toward the advertised product have significant correlation.

Regression Analysis

Model Summaryc

Model R R Square Adjusted R

Square

Std. Error of the

Estimate

1 .363a

.132 .126 .465802

2 .454b

.206 .195 .446962

a. Predictors: (Constant), Congurity

b. Predictors: (Constant), Congurity, Prominence

c. Dependent Variable: Interest

Charts


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Model Summaryc

Model R R Square Adjusted RSquare

Std. Error of theEstimate

1 .449a

.201 .196 .501617

2 .473b

.224 .214 .496089

a. Predictors: (Constant), Interest

b. Predictors: (Constant), Interest, Integration

c. Dependent Variable: Purchase Intention

Charts


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10/16

Descriptive analysis

The sample for this experiment contained 152 qualified samples out of 200 total

responses collected.

Gender

Out of total number of respondents the pie chart shows the percentage of males and

females.

59 % of total respondents were female and 41 % were males.

Qualification Area

This pie chart shows the qualification area distribution of the sample.

Male

41%

Female

59%

Responses

10%

43%

12%

35%

Responses

Arts

Commerce

Medical

Non-Medical


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Out of the total respondents 43% have commerce as their qualification ,35% have non

medical,12 % medical and 10 % have arts as their qualification area.

Age Groups

The pie chart explains the distribution of sample across different age groups.

Income distribution

The pie chart explains the income distribution across the sample.

3% 4%

76%

9%

4%3% 1%

Responses

Below 15

15 - 20

21 - 2526 - 30

31 - 35

36 - 40

above 40

84%

6%5%

2%

1% 2%

responses

Nil

1 - 50,000

50,001 - 1,00,000

1,00,001 - 2,00,000

2,00,001 - 3,00,000

Above 3,00,000


12/16

Use of different applications by sample population

As we can see that 59% of respondents use Facebook so it is the most used application.

Description of Male Respondents

Qualification field distribution of male sample.

4%

59%

4%1%

1%

9%

9%

13%

Responses

book my show facebook indian railway just dial saavn whatsapp zomato Other

Arts

10%

Commerce

36%

Medical

19%

Non-Medical

35%

Qualification Field - Male


13/16

Age wise distribution of Male sample

Income distribution of Male sample

5% 5%

73%

8%

5% 3%

1%

Age - Male

Below 15

15 - 20

21 - 25

26 - 30

31 - 35

36 - 40

above 40

85%

3%5%

3% 3% 1%

Income - Male

Nil

1 - 50,000

50,001 - 1,00,000

1,00,001 - 2,00,000

2,00,001 - 3,00,000

Above 3,00,000


14/16

Major applications used by Male sample

Description of Female Respondents

Qualification field distribution of female sample.

8%

61%

1%

1%

0%

7%

1%

21%

Apps Used - Male

book my show

facebook

indian railway

just dial

saavn

whatsapp

zomato

Other

Arts

10%

Commerce

46%Medical9%

Non-Medical

35%

Qualification Field - Female


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Age wise distribution of Female sample

Income distribution of Female sample

3% 5%

73%

10%

3% 3% 3%

Age - Female

Below 15

15 - 20

21 - 25

26 - 30

31 - 35

36 - 40

above 40

89%

2%

5%

2%

1%

1%

Income - Female

Nil

1 - 50,000

50,001 - 1,00,000

1,00,001 - 2,00,000

2,00,001 - 3,00,000

Above 3,00,000


16/16

Major applications used by Female sample

4%

59%

1%

1%

2%

8%

6%

19%

Apps Used - Female

book my show

facebook

indian railway

just dial

saavn

whatsapp

zomato

Other

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Descriptive+ Inferential