ANOVA IN MARKETING RESEARCH OF CONSUMER BEHAVIOR OF DIFFERENT CATEGORIES IN GEORGIAN MARKET

Nugzar Todua and Teona Dotchviri
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Nugzar Todua: HEAD OF MARKETING DEPARTMENT, SCHOOL OF ECONOMICS AND BUSINESS, IVANE JAVAKHISHVILI TBILISI STATE UNIVERSITY, 2 UNIVERSITY ST., TBILISI, 0186, GEORGIA
Teona Dotchviri: IVANE JAVAKHISHVILI TBILISI STATE UNIVERSITY DOCTORATE AT SCHOOL OF ECONOMICS AND BUSINESS, IVANE JAVAKHISHVILI TBILISI STATE UNIVERSITY, 2 UNIVERSITY ST., TBILISI, 0186, GEORGIA

Annals - Economy Series, 2015, vol. 1I, 183-189

Abstract: Consumer behavior research was conducted on bank services and (non-alcohol) soft drinks. Based on four different currencies and ten services there are analyses made on bank clients’ distribution by bank services and currencies, percentage distribution by bank services, percentage distribution of bank services by currencies. Similar results are also received in case of ten soft drinks with their five characteristics: consumers quantities split by types of soft drinks and attributes; Attributes percentage split by types of soft drinks; Types of soft drinks percentage split by attributes. With usage of ANOVA, based on the marketing research outcomes it is concluded that bank clients’ total quantities i.e. populations’ unknown mean scores do not differ from each other. In the soft drinks research case consumers’ total quantities i.e. populations’ unknown mean scores vary by characteristics.

Keywords: ANOVA; Bank Services and Currencies; Soft Drinks; hypothesis (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (2)

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