Page 240 - IMDR JOURNAL 2023-24

IMDR’s Journal of Management Development & Research 2023-24

Graph 5.20: Factors influencing Purchase Decision

Graph 5.21: Satisfaction level of Customers

VI. Hypotheses Testing Using Chi-Suare Test

H1= There is a significant association between Below-the-Line marketing strategies and consumer buying
behavior.

H0= There is no significant association between Below-the-Line marketing strategies and consumer buying
behavior.

Table: Observed Values

BTL Marketing Strategy / Buying
Decision Yes No Maybe Total
Samplings and Free Trial 115 65 31 211
Events and Experimental Marketing 90 30 13 133
Coupons 15 10 5 30
Other 6 6 4 16
Total 226 111 53 390
Table: Expected Values

BTL Marketing Strategy / Buying Decision Yes No Maybe Total
Samplings and Free Trial 122 60 29 211
Events and Experimental Marketing 77 38 18 133
Coupons 17 9 4 30
Other 9 5 2 16
Total 226 111 53 390

232