Understanding the cognitive process in preferred user interface design.

1. PARTY PLANNING BEHAVIOR
ALEXANDRA VILLAMARIN
PRATHAMESH MUZUMDAR
BRYTE CHUTTUMANNIL
MUSANNA AL-MUNTASIR
The University at Texas at Arlington

2. ALEXANDRA VILLAMARIN
PRATHAMESH MUZUMDAR
BRYTE CHUTTUMANNIL
MUSANNA AL-MUNTASIR

3. Research Objectives
Design a pathway to determine which attributes
fits a consumer friendly website.
Prove those attributes analytically, that they
have certain relevance.
Help client understand the research in much
simpler manner.
Research Objectives

4. Research Initiative And Secondary Literature
Review
Methodology
Data Analysis And Conclusions
Recommendations
Presentation Sequence

5. RESEARCH INITIATIVE AND
SECONDARY LITERATURE REVIEW

6. The focus of this study is to determine what attributes are
required to increase purchasing behavior of balloons
through a consumer-friendly website?
Problem Management

7. 1. How much do consumers spend on balloon purchases and
decorations in an event hosted by them? What portion of their
total budget do balloon decorations comprise of?
2. What factors influence the decision of purchasing balloons for
decorations or as a compliment bouquet in an event?
3. How much do consumers value the elegant designs and technical
superiority of balloons over other design alternatives?
Research Questions

8. 1. How much do consumers spend on balloon purchases and decorations in an event
hosted by them? What portion of their total budget do balloon decorations comprise of?
This question is related to the following:
1. What price are consumers willing to pay for balloons and balloon decorations?
2. How much will consumers spend on balloons and balloon decorations at an event?
3. How much money is allocated out of budget on balloons and balloon decorations while pre-planning
an event?
Findings- Price expectations directly influences search behaviors. Search behavior further results into
gathering information regarding alternatives in the market and also information regarding the current
product.
Qualatex Case- Knowing the dollar amount allocated to balloon decoration in each event will help to
display exact bundled prices for different balloon decorations.
Literature Review

9. 2. What factors influence the decision of purchasing balloons for decorations or as a compliment
bouquet in an event?
This question deals with the following:
1. The different type of promotional mediums that can influence purchases
2. The influence a consumer-friendly website has on consumers
3. Targeting the consumer market that use balloons as decorations (party planners) and end
consumer product bouquets.
Findings: purchase quantity decisions may also be influenced by certain aspects of the context or task.
Qualatex case - Attribute here resembles different flavors attached to single type of balloon for example color
precedes quantity, type (birthday, wedding) precedes quantity. Perceptional order plays an important role in the
purchase decision.
Overall Conclusion - Online consumer-friendly websites should display different options to increase ordering options
for consumers.

10. Findings: The article addresses the influence of observational learning and word of mouth on purchase
decisions.
Conclusion: Positive observational learning information increases sales, but negative observational
learning information has no effect.
Qualatex case: The website should contain a testimony and review section. Testimonies should
accompany real pictures from events.
Findings: The article addresses a common belief that the amount of information sought is directly
proportional to buyer satisfaction.
Conclusion: Information that is available affects purchase behavior.
Qualatex case: The website should contain multiple sections of information relevant to the consumer.
Findings: The article addresses that intentions to purchase are directly proportional to opinions and
attitudes. Packaging plays an important role in enhancing the opinions and attitudes of consumers.
Conclusion: Display an important determinant of purchase decisions.
Qualatex Case: Packaging in this case deals with displays to put on the website. Displays should contain
popular designs.

11. 3. How much do consumers value the elegant designs and technical superiority of
balloons over other design alternatives?
This question addresses:
1. Value evaluation; this will help pinpoint where balloons fit as an elegant piece of display in an event
2. Customized balloons as a product
Findings: The article states quality management was an important factor in previous years. The article
addresses different definitions of consumer value and multiple factors associated with it.
Conclusion: Consumer value remains the main concern for organizations.
Qualatex design: The latex quality and inflatable time of balloons play an important role in the
evaluation of the product to the consumer.
.

12. METHODOLOGY

13. Survey

14. Analysis Data
• Research Question
• Analysis of each Question
• Analysis of the Variables and Recoding
• Run chi-square or komolgorov Smirnov
• Reject the null hypothesis (Ho) when the X2
stat > X2
critical
• Run the cross tabulations
• Reject the null hypothesis (Ho) when X2
stat > X2
critical
• Conclusions
• Recommendations

15. Example
RQ1a: How much do consumers spend on balloon purchases and decorations in
an event hosted by them?
Claim: Ha: There is a relationship among expenses, income, and cost of
balloons?
Questions: 3, 21.1, 35
Q3. Approximately how much time did you spend to host the occasion? Ordinal
scale. Expenses.
Q21.1. Please rank the factors when considering a balloon purchase (slide the
bar to note the level of importance). Factor we are going to use: Cost of the
balloon. Ratio- Cost
Q35. What is your annual household income? Ordinal-scale. Income.
To analyze we are recoding 21.1 to convert ratio to nominal-scale.
1.
Research
Question
2. Analyze
each
question
3. Analyze
variables –
Recode

16. Example
Ha is inferential with 3 or more variables. Type of question being asked is
relationship. We have two ordinal variables and one recoded into
nominal. Therefore, we are going to use chi- square
X2
statistical value= 67.422
With 3 d.f. and ά = 0.01
X2
critical value= 11.345
67.422 > 11.345 we reject Ho. Thus exist relationship between income,
expenses, costs.
4. Run chi-
square or K-
S
5. Reject Ho if
X2
stat > X2
critical

17. Example
Questions: 3, 35
Expenses on occasion and annual household income
Critical value= 10.645 at ά=0.101
Statistical value= 10.623
10.645 > 10.623 we cannot reject the null hypothesis with 10% significance
level. The correlation exist at 10.1 significant level
6. Run cross
tabulations
7. Reject Ho if
X2
stat >
X2
critical

18. DATA ANALYSIS

19. Relationships

22. • Only 30% consumers who prefer to shop online said that there was a availability of
wider selection of balloon online.
• 56 percent consider buying event decorations such as balloons on-line.
Correlations

23. RECOMMENDATIONS