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    saim87
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    The document analyzes the correlation between taste and brand knowledge based on a survey of 50 consumers. It finds a statistically significant weak negative correlation of -0.368, indicating that consumers who prefer the taste of one brand are more likely to have brand knowledge of a different brand. This supports the hypothesis that consumers explicitly prefer one brand but actually favor the taste of another brand.

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    The document analyzes the correlation between taste and brand knowledge based on a survey of 50 consumers. It finds a statistically significant weak negative correlation of -0.368, indicating that consumers who prefer the taste of one brand are more likely to have brand knowledge of a different brand. This supports the hypothesis that consumers explicitly prefer one brand but actually favor the taste of another brand.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
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    6 views1 page

    Correlation

    Uploaded by

    saim87
    The document analyzes the correlation between taste and brand knowledge based on a survey of 50 consumers. It finds a statistically significant weak negative correlation of -0.368, indicating that consumers who prefer the taste of one brand are more likely to have brand knowledge of a different brand. This supports the hypothesis that consumers explicitly prefer one brand but actually favor the taste of another brand.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 1

    Correlation

    taste brand knowledge

    taste Pearson Correlation 1 -.368**

    Sig. (2-tailed) .009

    N 50 50

    brand knowledge Pearson Correlation -.368** 1

    Sig. (2-tailed) .009

    N 50 50

    **. Correlation is significant at the 0.01 level (2-tailed).

    The correlation is tested between taste and brand knowledge to know the relation between these
    variables .The p value (0.009) is less than 0.05 which shows that the result is statistically
    significant .while the value -0.368 shows the weak negative correlation between taste and brand
    knowledge i-e if taste of one brand is preferred, then brand knowledge of other brand will be
    preferred when brands are known.
    Hence the hypothesis have been proved that consumer explicitly prefer one brand but actually
    favor the taste of other brand.

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