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Looking at the multivariate test statistics, Wilks' Lambda (p = 0.00) meets the criteria of significance (0.05). This is in support of the alternate hypothesis that there are gender differences with respect to perception of social factors. The subsequent uni-variate statistics reveal that these differences are mainly due to “crowding”, “unsettled children around”, “being deceived by sales personnel”, and “unavailability of sales personnel”. Looking at the means scores, it can be concluded that females are more irritated by social factors than males.
Hypothesis 2a to 2c: Ethnical differences in perceived irritability Hypotheses H2a to H2c focuses on the ethnical differences between student shoppers' perception
of irritations from ambient, social and design factors in the shopping environment respectively. Ambient factors
Table 4 below summarises the mean values of the different groups as well as the results of the MANOVA. TABLE 4: MEAN VALUES AND MANOVA RESULTS FOR ETHNICAL GROUPS AND AMBIENT FACTORS
AMBIENT
ETHNICAL GROUP
Black White
Coloured Indian Other
UNIVARIATE ANALYSIS
WILKS' Lambda
4.04 4.23 4.26 4.36 4.05
.525
4.18 4.19 4.35 4.14 3.90
.527
3.58 3.74 3.81 3.58 3.57
.781
3.13 3.00 2.87 3.22 3.00
.469 1.04 0.41
Looking at the multivariate test statistics, Wilks's Lambda (p = 0.41) does not meets the criteria of significance (0.05). The null hypothesis can therefore not be rejected in favour of the alternate hypothesis. There is therefore no significant difference between the ethnical groups' perceptions of irritation due to ambient factors.
Design factors Table 5 summarises the mean values of the different groups as well as the results of the MANOVA.
Bad smell in the store
Store is not clean
Temperature inside the store is
uncomfortable
Music inside the store is too loud
F-Value P-value
A STUDENT PERSPECTIVE ON IRRITATION: ASPECTS IN THE SHOPPING ENVIRONMENT 365