Group 4 jenna alioth, wes kopas, eric rivera, christy cimino, parker foy, andrew walker

  • CEO Michael Dell began his company in the 1980's by purchasing IBM products, editing and reselling them at below market price
  • Shortly after Dell dropped out of college to expand and eventually started his company in 1987
  • In 1996 Dell expanded its reach globally through online markets

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Research Questions

Question 1: Would first-time buyers of a Dell personal computers be likely to purchase one again for their second personal computer?

  • Null Hypothesis: First-time buyers of a Dell personal computer will not purchase one again as their second personal computer.
  • Alternative Hypothesis: First-time buyers of a Dell personal computer will purchase one again as their second personal computer.

Question 2: What is the most important factor in customers' decision-making process of purchasing a Dell computer?

  • Null Hypothesis: Price is the most important factor in the decision process behind customers purchasing a Dell personal computer.
  • Alternative Hypothesis: Product performance is the most important factor in the decision process behind customers purchasing a Dell personal computer.

Question 3: What describes today's Dell personal computer customer?

  • Null hypothesis: The majority of those who purchase Dell personal computers are ages 65 years and older.
  • Alternative hypothesis: The majority of those who purchase Dell personal computers are between the ages of 20 and 35.

Summary

Would first-time buyers of a Dell personal computers be likely to purchase one again for their second personal computer?

  • Hypothesis: Customers would be satisfied with there first purchase and would buy a dell again.
  • Major findings: We found significance that majority of people like to try new and different things showing that people would have a higher probability of trying a new product.
  • Conclusion: We found that customers are looking for a new product that has been proven in the market place. Our data shows that customers enjoy buying new products and trying new things, but they also do not want to purchase a product that has not been proven.
  • Recommendations: We would recommend to Dell to make some new exciting products that will be reliable and that impress customers. As long as Dell can establish a reputation of a high-quality product new products will be purchased at higher rates.

What is the most important factor in customers' decision-making process of purchasing a Dell computer?

  • Hypothesis: The most important factor in the decision-making process is the quality of the Dell product.
  • Major findings: We found that when the price point was increased less people were more likely to purchase the computer.
  • Conclusion: This data shows that the price point for a Dell computer is very important to the customer and even though performance is important the main draw to a Dell computer is the price point.
  • Recommendations: Dell should not have to lower the price of the computers overall but instead price match using online techniques that allow companies to send deals to people searching for them. For customers where price doesn’t matter, charge them the full price.

What describes today's Dell personal computer customer?

  • Hypothesis: Young or middle aged, high education, and high income.
  • Major findings: The significance of the education matches our hypothesis that our customer would have a high education. Also we found that the customers had a slightly above average income and our average age would be around late 30’s.
  • Conclusion: The data that we have showed that the average dell consumer is a person in their late 30’s with some college education or a college degree and their income is around $48,000.
  • Recommendations: Dell is right around where they want to be demographically. They could use a younger crowd because of the trends that they set with the older generations but other than that the education level is high and the income is above average.

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