Question

Zeitler's Department Stores sells its products online and through traditional brick-and-mortar stores. The following parallel coordinates plot displays data from a sample of 20 customers who purchased clothing from Zeitler's either online or in-store. The data include variables for the customer's age, annual income, and the distance from the customer's home to the nearest Zeitler's store. According to the parallel coordinates plot, how are online customers differentiated from in-store customers?

Answer 1

Question Completion:

Choose the correct answer below

(1) in-store customers appear to be middle aged, have higher annual income and live further distance away from a store

(2) in-store customers appear to be generally younger, have lower annual income and live near a store

(3) Online customers appear to be generally younger, have higher annual income and live further distance away from a store

(4) Online customers appear to be middle aged, have lower annual income and live near a store

Answer:

Zeitler's Department Stores

Online and In-store Customers:

According to the parallel coordinates plot, online customers are differentiated from in-store customers in the following ways:

(3) Online customers appear to be generally younger, have higher annual income and live further distance away from a store

Explanation:

Younger persons tend to embrace technology more than their older counterparts.  Based on this, they also engage on online purchasing of goods and services instead of visiting the traditional brick-and-mortar stores.  With online purchase, a customer is in better control because she can search for the best deals from any location.