Question: How likely are you to use Zoomcar/Myles more because of

the following factors?

a) Review from friends/family
b) Good Online Review
c) Good TV Advertisement
d) Brand Name

Test Used: One-way ANOVA

The independent variables are the influencers in decision making process

i.e. Review from friends/family, Good Online Review, Good TV Advertisement
and Brand Name. And the dependent variable is the importance rating on a
scale of 1-7.

Here, the hypothesis is as follows-

H0 = All the items are equally important
H1 = Not all the items are equally important.

We get the following results with ANOVA-

Thus the p value is 0.00 and the significance value is less than 0.05 hence
we can reject the null hypothesis that all means are equal.

Conclusion:
The null hypothesis that the means of importance of all the features are
equal can be rejected from the results. This means that every feature is not
equally important.

After one-way ANOVA we know that all the influencers are not equally
important to the customer. Now we do a Least Squared Difference (LSD)
test to find out which influencers is more important than the others. It
provided a multiple comparison across influencers.

In the results below the influencers names are as:

e) Review from friends/family
f) Good Online Review
g) Good TV Advertisement
h) Brand Name

1. The pair-wise comparison reveals that TV Advertisement is least effective

as influencer in decision making process.
2. The Review from family/friends are most important than all other
influencers. Brand is more important than all others except Review
from family/friends.

Conclusion:
No single influencer can be said to be superior to others. However,
Review from family/friends and Good online Review are the two most
important activities that are better than all the others. TV ads are least
effective as influencers in decision making process.

After the Least Squared Difference method we found out that Review from
Family/Friends and Brand are two most important influencers in decision
making process. Now let us verify if these two influences are equally
prominent among all age group and different gender.

Test Used: One-way ANOVA

Here, the hypothesis is as follows-

H0 = Review from Family/Friends is equally important for people of all
age groups
 H1 = Review from Family/Friends is not equally important for people of
all age groups

Thus the p value is 0.122 and the significance value is less than 0.05 hence
we can accept the null hypothesis that Review from Family/Friends is
equally important for people of all age groups.

H0 = Review from Family/Friends is equally important for both genders

H1 = Review from Family/Friends is not equally important for both

genders

Thus the p value is 0.285 and the significance value is less than 0.05 hence
we can accept the null hypothesis that Review from Family/Friends is
equally important for both the genders

H0 = Brand is equally important for people of all age groups

H1 = Brand is not equally important for people of all age groups

Thus the p value is 0.608 and the significance value is less than 0.05 hence
we can accept the null hypothesis that Brand is equally important for people
of all age groups

H0 = Brand is equally important for both the genders

H1 = Brand is not equally important for both the genders

Thus the p value is 0.678 and the significance value is less than 0.05 hence
we can accept the null hypothesis that Brand is equally important for people
of both the genders.