Among 154 total participants in this study, fifty-nine percent of the respondents were
female and the average age within the sample was 27.57 years old (SD = 9.39). The average
age of 41% male participants was 26.43 years (SD = 7.15).
With regard to ethnicity, 23% were Anglo, 17% Hispanic, 7% Indian, 12% Asian,
20% African, 10% Multiracial, and 12% indicated International participants.
Twenty three percent of the respondents’ household income was between $30,000 and
$39,999, 16% had income between $40,000 and $49,999, 11% household earned between
$20,000 and $29,999, 10% household incomes were within $10,000 and $19,999, 9%
household incomes were within $50,000 and $59,999, a small 2% households earning was
below $10,000, and rest of 29% households earning were above $60,000.
RQ2: Answer 2
For 154 participants in the sample, average “attitude toward the brand” was 3.63 (SD
= 0.89), and average purchase intention was 3.21 (SD = 0.96). Pearson’s correlation test
was used to evaluate relationship between and purchase intention and “attitude toward the
brand”. Sample data indicated that no statistically significant relationship existed between the
two considered variables (r = - .12, p = .15). The p-value was greater than α = 0.05
implying that the negative correlation between the variables was statistically not significant
(Leech, 2012).
RQ3: Answer 3
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