This document analyzes a case study on Dell consumers. It finds that: 1) Most consumers spend 1-5 hours per week online and would not purchase a Dell computer if the price increased 10%. 2) There is no significant link between income, gender and likelihood of purchasing Dell. 3) The majority of consumers are satisfied with Dell and age does not depend on satisfaction levels. 4) Graduates and those from higher education are very satisfied customers of Dell. 5) Most consumers would purchase Dell again and Dell has a wide range of products. 6) Dell should focus on keeping prices stable to maintain customer loyalty.

1. DATA ANALYSIS
DELL case study
ATTINETTI Alexandre
BALLIET Maxime
BENKAOUMA Nadège
CECILE Kevin

2. Dell case study

3. how many total hours per week do
you spend online?
In this table, we can see that 37.4 % of the sample spends 1 to 5
hours per week on the Internet, which accounts for 139 consumers
and only 19 of the total (372) spend more than 41 hours per week

4. Purchasing intention
•We can say that most of the people are not
ready to buy a DELL computer which is 10%
higher.
•There is no difference between male and
female.

5. Is the income has an impact
on purchasing ?
• We could observe
that there aren’t
any link between
this those
variables.
• In order to confirm
this hypothesis we
will get a multiple
regression.

6. With an Adjusted R square of 1,6% we cannot show that the
income and the gender have an impact of the purchase of
DELL computer 10% higher.
Multiple regression

7. Multiple regression
Moreover the Tolerance is inferior to 0.2 so this hypothesis is rejected.

8. Is satisfaction depending on the age ?
In this table; we saw that 56% of the sample is very satisfied with DELL and
only 4% are dissatisfied and only 4 people which have less than 20 years old
are dissatisfied.

9. Chi square test
Following the Chi square test, the age
depends on 39, 4% of the customer
satisfaction

10. Chi square test
Following the Chi square test, the level of
significance 0.972 > 0.05. so we can not
reject the null hypothesis.
Satisfaction and age are independent
Hypothesis:
H0: satisfaction and age are
independent.

11. Relation between satisfaction and
grade of school
We can that people coming from several high schools are very satisfied with
DELL.

12. Purchase decision again
334 people answer this question. In general everyone is ready to buy a DELL
computer once again.
It shows that DELL has a large range of products

13.  With the previous analysis we can see that if the price of DELL computer
increases of 10%, 60% of the sample will not purchase a DELL computer. They
should keep the same price in order to win the DELL customer’s loyalty.
 DELL should focus on young people because they are very satisfied with DELL
Computer
 Dell should focus on graduated people because they can use DELL at work for
their job or at home and they have skills to use it.
 Dell may be reducing their price to get more customers especially since the
creation of Apple and their MacBook.
 Keep their strategy and produce a computer for every social-professional
groups.
Recommendations

14.  Thank to this study we can see that DELL is very appreciate from the
customers no matter age, gender or incomes.
 DELL should keep the same prices because customers are not flexible to an
evolution of the price especially in this area with a lot of competitors (Apple,
HP).
 We can say that Dell has a good strategy because they focus on a wide
range of the population and if they want to increase the price they have to
increase their computers with new software or functions.
 To conclude, customer’s expectations are very important to DELL Company,
it is the main point of their strategy.
Conclusion

15. Thank you for your attention