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Looking at the multivariate test statistics, Wilks' Lambda (p = 0.03) meets the criteria of significance (0.05). This is in support of the alternate hypothesis that there are ethnical differences with respect to perception of design factors. The subsequent uni-variate statistics reveal that these differences are mainly due to “unable to find what one needs”. Looking at the means scores as well as the post- hoc results, it can be concluded that the differences come specifically from differences between White shoppers and Indian shoppers, where White shoppers are more irritated by not being able to find what they need than Indian shoppers.
Social factors
Table 6 below summarises the mean values of the different groups as well as the results of the MANOVA. TABLE 6: MEAN VALUES AND MANOVA RESULTS FOR ETHNICAL GROUPS AND SOCIAL FACTORS
Sales AMBIENT Crowding
Unsettled children around
Being deceived by sales personnel
Indiffe-
rence of sales
personnel
Pressurise d into buying
something
Negative attitude of sales
personnel
personnel not
listening to clients needs
GENDER Black
White
Coloured Indian Other
UNIVARIATE ANALYSIS
WILKS' Lambda
Unavail- ability of sales
personnel F-Value P- value
3.82 3.87 4.19 4.08 3.81
0.59
3.02 2.87 2.58 3.04 3.00
0.37
3.78 3.92 4.06 3.96 3.86
0.78
3.15 3.68 3.48 3.12 3.57
0.095
4.38 4.19 4.03 4.52 4.05
0.083
3.69 3.68 3.61 3.80 3.90
0.83
3.75 3.70 3.65 3.74 3.67
0.99
4.51 4.30 4.42 4.48 4.43
0.73 1.03 0.43
A STUDENT PERSPECTIVE ON IRRITATION: ASPECTS IN THE SHOPPING ENVIRONMENT 366