Zara Purchase Case Study

o establish whether there were differences in purchase intention for Zara factors between the respondents of different backgrounds, tests of variance were carried out using Student’s T-Test and Analysis of Variance (ANOVA). The results of comparison are presented in tables 4.9 – 4.20.
4.4.1. Zara purchase intention by GENDER.
Seeking to establish whether there were differences in Zara products purchase intention between the respondents of different genders, Student’s t – Test was carried out and the results are presented in tables 4.9 & 4.10.

The results in table 4.9 reveal that on average, male respondents (mean = 2.64) scored on Spanish Zara purchase intentions marginally lower than the female respondents (mean = 3.85). On the contrary

The computed or observed (F = 0.198) was low and the probability or level of significance (p = 0.898) higher than α = 0.05 (p < 0.05). This means that the differences in Zara purchase intentions were not substantial.
For the Chinese questionnaire (table 4.18) was the higher for respondents going to buy once a week (mean =3.35), followed by those going once each two weeks (mean = 3.34) next one was once a month (mean=3.22) and those going less than 1 month had a lesser score (mean = 3.02). The computed or observed (F = 0.868) was low and the probability or level of significance (p = 0.461) higher than α = 0.05 (p < 0.05). This means that the differences in Zara purchase intentions were not substantial.
One more time mean, like in the previous ones, is higher for the Chinese questionnaire. Therefore, levels of frequency going to shopping by the respondents were not the determinant for their Zara purchase intentions.
4.4.6. Zara purchase intention by NUMBER OF YEARS

The computed or observed (F = 0.205) was low and the probability or level of significance (p = 0.815) higher than α = 0.05 (p < 0.05). This means that the differences in Zara purchase intentions were not substantial.
The results in Table 4.20 indicate that the mean score on Zara purchase intentions in China was the higher for respondents with the experience of 3 years and above (mean =3.47), followed by those with experience of between 1-3 years (mean = 3.38) and those the experience of Less than 1 year had a lesser score (mean = 3.25). The computed or observed (F = 1.008) was low and the probability or level of significance (p = 0.369) higher than α = 0.05 (p < 0.05). This means that the differences in Zara purchase intentions were not substantial.
Once more the mean like in the previous ones is higher for the Chinese questionnaire. Therefore, levels of the number of years spent purchasing Zara by the respondents were not the determinant for their Zara purchase