Contents:-

Introduction:- ...................................................................................................................................... 2
Marketing Mixes and Strategy ......................................................................................................... 3
The 4Ps of Marketing Mix .................................................................................................................... 3
Extended 3Ps of Marketing Mix (for Services) ...................................................................................... 4
Marketing Strategy ............................................................................................................................ 4
Key Components of a Marketing Strategy ............................................................................................ 5
Research Methodology ....................................................................................................................... 6
1. Research Design............................................................................................................................... 6
2. Sampling Method ............................................................................................................................ 6
3. Data Collection ................................................................................................................................ 6
Data Collection Method: ................................................................................................................ 6
4. Tools for Data Analysis ..................................................................................................................... 6
5. Limitations ....................................................................................................................................... 7
Data Interpretation Analysis................................................................................................................... 8
Conclusion:- ....................................................................................................................................... 23

1
Introduction:-
In today's dynamic retail environment, understanding customer behavior is essential for
businesses to stay competitive and meet evolving consumer expectations. Shopping trends and
preferences vary significantly based on factors such as seasonality, convenience, and purchasing
habits. To gain deeper insights into these trends, a sample survey was conducted among the
customers of a reputed shopping store. The objective of the survey was to analyze patterns in
customer shopping behavior, including preferences for specific seasons and shipping methods.

The study aims to uncover actionable insights that can help the store enhance its services, tailor
marketing strategies, and improve customer satisfaction. With the growing importance of online
shopping and diverse delivery options, it is crucial to evaluate how customers perceive and
choose between different shipping types, such as Free Shipping, Store Pickup, and Express
Delivery. Additionally, the study seeks to identify seasonal effects on shopping habits, which can
guide the timing of promotions and inventory management.

The survey, conducted with a sample size of 400 customers, collected data through structured
questionnaires. The findings provide a comprehensive view of shopping preferences, helping the
store to better align its operations and marketing with customer expectations. This report presents
the results of the survey, along with an in-depth analysis of shopping trends and their
implications for business strategy.

2
Marketing Mixes and Strategy

The marketing mix is a foundational model in marketing that describes the key factors
influencing a product's success in the market. Originally conceptualized as the "4Ps" (Product,
Price, Place, and Promotion), the model has evolved to include three additional Ps for service-
oriented industries: People, Process, and Physical Evidence. A well-designed marketing strategy
integrates these elements to meet customer needs, achieve business goals, and maintain a
competitive edge.

The 4Ps of Marketing Mix

1. Product:-
Refers to the goods or services offered to satisfy customer needs.

Marketers focus on aspects such as design, quality, features, branding, and packaging.

Example: Apple’s iPhone emphasizes innovation, design, and brand loyalty.

2. Price:-

Determines the cost customers will pay.

Pricing strategies include penetration pricing (low prices to gain market share), skimming (high
initial price), and competitive pricing.

Example: Amazon often uses competitive pricing to attract customers.

3. Place:-

Ensures product availability in convenient locations.

Includes decisions on distribution channels (online, retail, wholesale) and logistics.

Example: Coca-Cola’s extensive distribution network ensures global availability.

3
4. Promotion:-

Involves communication strategies to inform, persuade, and remind customers.

Tactics include advertising, sales promotions, public relations, and digital marketing.

Example: Nike’s promotional campaigns focus on emotional storytelling and athlete

endorsements.

Extended 3Ps of Marketing Mix (for Services)

1. People:-

Refers to employees, customers, and anyone who interacts with the product.

Example: Excellent customer service by Zappos builds loyalty.

2. Process:-

The systems and workflows ensuring smooth delivery of products/services.

Example: McDonald’s standardized process ensures consistent quality globally.

3. Physical Evidence:-

The tangible aspects of a service that influence customer perception.

Example: Luxurious hotel interiors reinforce premium service expectations.

Marketing Strategy

A marketing strategy outlines the approach businesses take to achieve their marketing and
overall business goals. It is a long-term plan incorporating the marketing mix to create a unique
value proposition for customers.

4
Key Components of a Marketing Strategy

1. Target Market:-

Identifying and focusing on a specific group of customers.

Example: Tesla targets environmentally conscious, tech-savvy individuals.

2. Value Proposition:-

Communicating the unique benefits of the product/service.

Example: Zoom’s proposition emphasizes seamless virtual collaboration.

3. Positioning:-

Creating a distinct image in the customer’s mind.

Example: Starbucks positions itself as a premium coffeehouse experience.

4. Competitive Analysis:-

Understanding competitors’ strengths and weaknesses.

Example: Pepsi’s strategy often contrasts its offerings with Coca-Cola.

5. Marketing Objectives:-

Setting SMART (Specific, Measurable, Achievable, Relevant, Time-bound) goals.

Example: Increase online sales by 20% within six months.

5
Research Methodology:-

The research methodology outlines the systematic approach used to conduct the survey and
analyze the data for gaining insights into shopping trends and customer preferences. Below are
the key components:

1. Research Design

This study employs a descriptive research design, aimed at understanding customer shopping
behavior, seasonal purchasing patterns, and shipping preferences. Descriptive research provides
a clear picture of the existing trends without manipulating variables.

2. Sampling Method

- Sample Size: The survey included 400 customers, selected to ensure a representative dataset.

- Sampling Technique: A random sampling method was used to minimize bias and include a
diverse set of respondents across age groups, genders, and shopping preferences.

3. Data Collection

- Primary Data: Collected through a structured questionnaire distributed among customers of the
shopping store.
- Questions focused on:

- Seasonal shopping preferences.

- Shipping type choices (e.g., Free Shipping, Express Delivery).

- General shopping behavior and habits.

Data Collection Method: Online and in-store survey methods were employed to gather
responses.

4. Tools for Data Analysis

The collected data was analyzed using SPSS software, with the following techniques:

- Frequency Distribution: To summarize and visualize customer preferences across seasons and
shipping types.

6
- Chi-Square Test: To test the significance of variations in shopping preferences.

- Descriptive Statistics: To identify trends in the dataset.

5. Limitations

- The study is restricted to a sample size of 400 customers, which may not fully represent the
entire population.

- Seasonal and regional variations might impact customer behavior but were not deeply analyzed.

By employing this methodology, the study ensures a structured and reliable approach to
understanding shopping trends, providing actionable insights for decision-making.

7
 Data Interpretation Analysis

Q1.Is there difference between male and female customers?

Gender
Valid Cumulative
Frequency Percent Percent Percent
Valid Male 200 50.0 50.0 50.0
Female 200 50.0 50.0 100.0
Total 400 100.0 100.0

To calculate the difference between male and female customers in SPSS, follow these steps:

1. Open your dataset: - Ensure your dataset is loaded in SPSS and contains a variable that
represents gender (e.g., "Male" and "Female").

2. Create a summary table- Go to the menu bar and click on Analyze > Descriptive Statistics >
Crosstabs or Frequencies depending on the level of detail you need.

- Drag the "Gender" variable to the Row(s) box.

- Click OK to generate a frequency table.

3. Compute the difference:

- If you want to calculate the difference (e.g., in counts), use the Compute Variable function:

- Go to Transform > Compute Variable.

- In the Target Variable field, enter a name (e.g., "Gender Difference").

- In the Numeric Expression box, subtract the frequencies of "Male" and "Female" (e.g., enter
COUNT (Male) - COUNT(Female) or use custom logic based on your dataset structure).

- Click OK.

4. Interpret results:

- View the output table to understand the difference in frequencies or percentages between
male and female customers.

Let me know if you want detailed assistance with a specific calculation!

8
 400

350

300

250
Valid Male
200
Valid Female
150

100 Valid Total

50

0
Frequency Percent Valid Cumulative
Percent Percent

Interpretation:-

The table presents the distribution of respondents based on gender. Out of a total of 400
participants, 200 (50.0%) are male, and 200 (50.0%) are female. This indicates an equal The
table presents the distribution of respondents based on gender. Out of a total of 400 participants,
200 (50.0%) are male, and 200 (50.0%) are female. This indicates an equal representation of
both genders in the sample. The valid percent for both male and female categories is 50.0%,
showing that there are no missing or excluded values. The cumulative percentage reaches 50.0%
for males and 100.0% for females, confirming the total count of 400 respondents. This balanced
gender representation ensures that the data is unbiased with respect to gender, allowing for fair
and comprehensive analysis across both groups.

9
Q2. Find out the mostly sold item?

Item Purchased
Valid Cumulative
Frequency Percent Percent Percent
Valid Backpack 19 4.8 4.8 4.8
Belt 12 3.0 3.0 7.8
Blouse 16 4.0 4.0 11.8
Boots 20 5.0 5.0 16.8
Coat 22 5.5 5.5 22.3
Dress 22 5.5 5.5 27.8
Gloves 15 3.8 3.8 31.5
Handbag 13 3.3 3.3 34.8
Hat 17 4.3 4.3 39.0
Hoodie 18 4.5 4.5 43.5
Jacket 22 5.5 5.5 49.0
Jeans 7 1.8 1.8 50.8
Jewelry 11 2.8 2.8 53.5
Pants 15 3.8 3.8 57.3
sandals 10 2.5 2.5 59.8
scarf 15 3.8 3.8 63.5
shirt 16 4.0 4.0 67.5
shoes 20 5.0 5.0 72.5
shorts 17 4.3 4.3 76.8
skirt 22 5.5 5.5 82.3
sneakers 14 3.5 3.5 85.8
socks 10 2.5 2.5 88.3
sunglasses 16 4.0 4.0 92.3

sweater 17 4.3 4.3 96.5

T-shirt 14 3.5 3.5 100.0
Total 400 100.0 100.0

To find out the mostly sold item in SPSS, you can identify the item with the highest frequency in
the dataset. Here's how:-

10
Steps in SPSS:

1. Open the Dataset: - Ensure your dataset is loaded in SPSS and includes a variable for the
items sold (e.g., "Item Purchased") with their respective frequencies.

2. Generate Frequencies Table:-

- Go to the menu bar and click Analyze > Descriptive Statistics > Frequencies.

- Select the variable representing the "Item Purchased" and move it to the Variable(s) box.

- Click OK.

- This will produce a table similar to the one you uploaded, listing frequencies, percentages,
and cumulative percentages.

3. Identify the Mostly Sold Item:-

- In the frequency table, look at the Frequency column and find the maximum value.

- The corresponding item is the mostly sold item.

4. Sort the Data (Optional):-

- If you want to quickly identify the item with the highest frequency:

- Go to Data > Sort Cases.

- Choose the variable for frequencies, select Descending order, and click OK.

- The first row in the sorted data will show the mostly sold item.

Result:-

Based on the image you provided, Coat, Dress, and Skirt are tied as the mostly sold items,
each with a frequency of 22.

11
 Item Purchased Frequency
Valid Backpack
Valid Belt
Valid Blouse
Valid Boots
Valid Coat
Valid Dress
Valid Gloves
Valid Handbag
Valid Hat

Interpretation:-

The bar chart displays the frequency and percentage of different items purchased. The x-axis
represents various product categories like backpacks, blouses, coats, gloves, hats, jackets,
jewelry, sandals, shirts, shorts, sneakers, sunglasses, and T-shirts. The y-axis shows the count
and percentage scale.

The chart compares four metrics:

1. Item Purchased Frequency (dark blue bars)

2. Item Purchased Percent
3. Item Purchased Valid Percent
4. Item Purchased Cumulative Percent (lighter shades)

It is evident that T-shirts have the highest purchase frequency, as indicated by the significantly
taller bar compared to other items. Items such as backpacks, blouses, coats, and gloves have
the lowest frequencies, reflected by their short bar heights. Cumulative percentages increase
gradually with the addition of each item's purchase contribution. Overall, the chart suggests that
a small number of categories (like T-shirts) dominate the purchases, while most other items have
relatively low purchase frequencies.

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Q3. What are the main Product Categories?

Category
Valid Cumulative
Frequency Percent Percent Percent
Valid clothing 174 43.5 43.5 43.5
footwear 64 16.0 16.0 59.5
outerwear 44 11.0 11.0 70.5
accessories 118 29.5 29.5 100.0

Total 400 100.0 100.0

To find out the main product category in SPSS (the category with the highest frequency), follow
these steps:-

Steps in SPSS:-

1. Load Your Dataset: - Open your SPSS dataset containing the variable for "Product
Category" and their frequencies.

2. Generate Frequencies Table:

- Go to Analyze > Descriptive Statistics > Frequencies.

- Select the variable representing "Category" and move it to the Variable(s) box.

- Click OK.

- SPSS will generate a frequency table similar to the one you uploaded.

3. Identify the Main Category:

- Look at the Frequency column in the output table.

- The category with the highest frequency is the main product category.

13
4. Optional - Sort Data:-

- If you have many categories and want to quickly identify the main one:

- Go to Data > Sort Cases.

- Choose the variable representing the frequencies, select Descending order, and click ok.

- The first row in the sorted data will show the main category.

Result:-

From the image you uploaded:

- Clothing is the main product category, with the highest frequency of 174 (43.5%).

450
400
350
300 Category Frequency
250
200 Category Percent
150
100
Category Valid Percent
50
0
Category Cumulative
outerwear
footwear

Total
accessories
clothing

Percent

Valid

14
Interpretation

1. Category Frequency (Blue bars): Clothing shows the highest frequency, while footwear
and outerwear have comparatively lower frequencies. Accessories fall in between. The
total frequency aggregates all categories, as expected, reflecting the sum of their values.
2. Category Percent (Red bars): This percentage metric reflects the proportion of each
category relative to the overall dataset. Clothing likely has the highest percentage, with
other categories following in descending order.
3. Category Valid Percent (Green bars): This metric aligns closely with the category
percent but excludes any missing data, ensuring an accurate portrayal of valid entries.
4. Category Cumulative Percent (Purple bars): This metric accumulates percentages
across categories. It increases progressively, reaching 100% at the "Total" column,
signifying the full dataset.

15
Q4. Is there any Seasonal effect on product purchasing?

season

Valid Fall 108 27.0 27.0 27.0

spring 96 24.0 24.0 51.0
summer 104 26.0 26.0 77.0
Winter 92 23.0 23.0 100.0
Total 400 100.0 100.0

To assess whether there is any seasonal effect on product purchasing in SPSS, you
can follow these steps:

1. Check the Dataset

Ensure you have a dataset that includes variables representing:

- Season (e.g., Fall, Spring, Summer, Winter)

- Product purchasing data (e.g., sales amount, frequency of purchase, or number of units sold).

2. Create a Crosstab or Summary Table

- Go to Analyze > Descriptive Statistics> Crosstabs.

- Place "Season" in the Rows box and the product purchasing variable (e.g., "Sales") in the
Columns box.

- Click Statistics and choose options like Chi-square to test for statistical significance.

- Click Cells and check options like Row percentages or Column percentages.

3. Run ANOVA for Detailed Analysis

- If your purchasing variable is continuous (e.g., sales amount), use ANOVA to check for
differences across seasons:

16
 - Go to Analyze > Compare Means > One-Way ANOVA.

- Place the purchasing variable in the Dependent List.

- Place "Season" in the Factor field.

- Click Options and select Descriptive Statistics to include means and standard deviations.

- Check Post-hoc Tests (e.g., Tukey) to see which seasons differ significantly.

4. Interpret the Results

- Look at the p-values:

- Chi-Square Test: If the p-value < 0.05, there is a significant association between season and
purchasing.

- ANOVA Test: If the p-value < 0.05, there are significant differences in purchasing across
seasons.

- Analyze the means, percentages, or frequencies to identify trends (e.g., higher purchasing in
fall).

5. Visualize the Data

- Use bar charts or line graphs for better visualization:

- Go to Graphs > Chart Builder.

- Select a bar chart or line chart and place "Season" on the x-axis and the purchasing variable
on the y-axis.

17
 450
400
350
300
250 Series1
200 Series2
150 Series3
100
Series4
50
0
Fall spring summer Winter Total
Valid

Interpretation

The bar chart shows data across four seasons—Fall, Spring, Summer, and Winter—along with an
aggregate total for four series (Series1, Series2, Series3, and Series4). Each series represents a
distinct category of data.

 Seasonal Trends: Series1 consistently exhibits the highest values across all seasons, with
roughly similar values in Fall, Spring, Summer, and Winter. Series4 shows moderate
values, whereas Series2 and Series3 remain comparatively lower across seasons.
 Aggregate Total: The "Total" category highlights that Series1 dominates overall with a
significant value (around 400), much higher than the totals for Series2, Series3, and
Series4.
 Key Observations: The pattern suggests that Series1 has a dominant influence in both
seasonal data and the overall total, whereas Series2 and Series3 maintain relatively
minimal contributions. Series4's values remain intermediate, showing some seasonal
variation.

18
Q5. Find out the choice of shipping Type?

shipping Type
Valid Cumulative
Frequency Percent Percent Percent
Valid Express 64 16.0 16.0 16.0
Free 82 20.5 20.5 36.5
shipping
m-Day 57 14.3 14.3 50.8
shipping
Next 59 14.8 14.8 65.5
Day Air
standard 67 16.8 16.8 82.3
store 71 17.8 17.8 100.0
Pickup
Total 400 100.0 100.0

To determine the choice of shipping type in SPSS and analyze preferences, follow
these steps:

1. Explore the Frequency Distribution:-

- The frequency table you provided already shows the distribution of preferences for different
shipping types.

- To recreate or verify this table:

- Go to Analyze > Descriptive Statistics > Frequencies.

- Select the variable corresponding to "Shipping Type" and move it to the "Variables" box.

- Click OK to view the frequency table.

19
2. Create a Chart for Visualization:-

- To better understand the choice distribution, create a bar chart or pie chart:

- Go to Graphs > Chart Builder.

- Choose a Bar Chart or Pie Chart.

- Drag "Shipping Type" to the x-axis (for bar chart) or the "Slices" box (for pie chart).

- Click OK to generate the chart.

3. Chi-Square Test for Statistical Significance:-

- If you want to test whether certain shipping types are chosen significantly more than others:

- Go to Analyze > Nonparametric Tests > Legacy Dialogs > Chi-Square.

- Select the "Shipping Type" variable and move it to the "Test Variable List" box.

- Enter the expected frequencies (if you have a hypothesis) or leave it blank for equal
distribution.

- Click OK to run the test.

- Interpret the Results:

- Look at the p-value in the Chi-Square Test table.

- If the p-value < 0.05, then the choice of shipping type is significantly different from
random.

20
4. Interpret Preferences:-

- Based on the frequency table you provided:

- Most Preferred: Free Shipping (20.5%) has the highest preference.

- Least Preferred: M-Day Shipping (14.3%) has the lowest preference.

5. Advanced Analysis (if Needed):-

- If you want to see if shipping choice depends on another variable (e.g., purchase type,
season):

- Use Crosstabs:

- Go to Analyze > Descriptive Statistics > Crosstabs.

- Place "Shipping Type" in rows and the other variable in columns

- Check *Chi-square* under "Statistics" for dependency testing.

450
400
350
300
250
200
150 Frequency
100 Percent
50
0 Valid Percent
Free shipping

Next Day Air

Express

standard
m-Day shipping

Total
store Pickup

Cumulative Percent

Valid

21
Interpretation

 Store Pickup is the most utilized shipping method, with the highest frequency exceeding 400,
far surpassing other methods.
 The cumulative percentage (yellow bars) grows incrementally across the categories, indicating
an aggregated representation of the total valid responses.
 Other shipping methods such as Express, Free Shipping, and Standard have relatively lower
frequencies and percentages, with no single method dominating among these options.
 The "Total" category consolidates all data, showing 100% cumulative percentage as expected.

 This distribution suggests that customers predominantly prefer store pickup over other shipping
methods, likely due to convenience or cost efficiency.

22
Conclusion:-
The survey conducted on customer shopping trends and preferences at a reputed shopping store
revealed key insights into seasonal behavior and shipping choices.

The findings indicate that Fall is the most preferred shopping season, with 27% of customers
choosing to shop during this period, followed closely by Summer and Spring. This suggests that
customers are more likely to engage in shopping activities during certain seasons, likely
influenced by promotions and weather.

Additionally, when it comes to shipping preferences, Free Shipping emerged as the most
popular option, chosen by 20.5% of customers, with Store Pickup and Standard Shipping also
being favored. These results highlight the importance of offering cost-effective and convenient
shipping methods to enhance customer satisfaction.

Overall, the survey emphasizes the need for businesses to align their marketing and operational
strategies with customer preferences, such as focusing on seasonal promotions and improving
delivery options.

By doing so, the store can better meet customer expectations, foster loyalty, and ultimately
improve its competitive position in the retail market.

23