Rashmi Aggarwal

[ 1 ] - Determining Varying Usage of Sources of Information among Different Involvement Groups

This study tries to investigate the difference in usage of sources of information by the consumers for FMCG products when they are segregated into homogeneous groups.  Mean value is calculated for each group which is ranked to identify the source of information more often used by each group. Further on, the one-way ANOVA (F-test) is performed on score values provided by the respondents to find ...