Super Bag: Marketing Research Report for the 'Health' Backpack Product

This comprehensive marketing research report, commissioned by Super Bag, investigates the potential launch of their new 'Health' backpack. The report delves into the product's features, including its orthopedic design and built-in headphone jack, and outlines a detailed marketing plan. It covers segmentation (demographics, behavioral patterns), targeting (age, gender, ethnicity, income), and positioning strategies. The 4Ps (Product, Price, Place, Promotion) and 5Cs (Company, Customers, Competitors, Collaborators, Climate) are analyzed to develop a robust marketing mix. The research includes a consumer survey, data analysis using SPSS to determine frequencies and correlations, and findings that inform the product's pricing, placement, and promotional activities. The report suggests targeting specific demographic groups, emphasizing the product's health benefits, and positioning 'Health' as an innovative, affordable, and health-conscious choice in the backpack market. The appendices include the consumer decision-making style inventory, survey instruments, and correlation data.

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Contents
Introduction.................................................................................................................................................1
Product Idea.............................................................................................................................................2
About the product................................................................................................................................2
Application of marketing process to the product.....................................................................................3
Relevance of the results to the launch of new backpack product ‘Health’...................................................4
Segmentation of ‘Health’.........................................................................................................................4
Targeting of ‘Health’...............................................................................................................................5
Positioning of ‘Health’............................................................................................................................6
4 P’s of ‘Health’......................................................................................................................................6
5 C’s analysis of ‘Health’........................................................................................................................8
Conducting the marketing research...........................................................................................................10
Survey...................................................................................................................................................10
Determination of frequencies using SPSS.............................................................................................10
Report on the marketing research..............................................................................................................11
The Research Problem...........................................................................................................................11
Data Sources..........................................................................................................................................13
Data Collection Method.........................................................................................................................13
Data analysis..........................................................................................................................................14
For the Consumer decision making style inventory (The frequencies)..............................................14
For other categories to the survey instrument....................................................................................15
Analysis of correlations.....................................................................................................................16
Findings and conclusion.........................................................................................................................19
References.................................................................................................................................................22
Appendix...................................................................................................................................................23
Consumer decision making style inventory...........................................................................................23
Other categories to the survey instrument...........................................................................................29
Correlations...........................................................................................................................................31

Introduction
The company Super Bag wants to develop and introduce a new product to the market. They want
to conduct a survey of the market to have an idea about the market and the wants, needs and
demands of the customers. So, this report aims to conduct the survey and find out the age,
education, income and ethnicity of the customers in the survey so that they can know about the
current market and prospect of their product. A marketing plan will be made as per the data
analysis and accordingly the strategies for the launch of new product will be discussed.
Product Idea
The company” Super bag” was established in February 16th, 2009 in Philadelphia. The company
was formed by 2 brothers James and John Adkins, where John is operative director. The
technological process in the company is fully automated. It offers environmentally friendly, non-
toxic and sustainable products such as bags and backpacks. The company’s each step is taken in
accordance with long term value, company’s growth, and balancing a healthy relationship with
partners. So, the company thought of launching a new backpack.
About the product
Name
The name of the product is ‘Health’.
Description
The company has launched new product-backpack “Health”. The backpack “Health” has
orthopedic system at the back, so it can be worn for a long time without damaging your back,
and air pillow, which provides proper circulation of air and prevents your back from sweating.
Injection-molded shoulder straps create flexible points to alleviate clavicle and pressure point
strain and neck pain, and finally a build-in lanyard cord with standard headphone jack. The
people who travel a lot will truly enjoy this important feature. Only backpack “Health” has this
feature. Designed with two large zip compartments, the main compartment features a floating,
padded 15” laptop sleeve and the front compartment features an internal organization panel to
stash smaller items. It has one bottle pocket and two side pockets for stationery. The backpack
made from waterproof material and has high capacity which can be adjusted.
Other specifications:
Color: black and purple.
Size; 48’35’’22’’

Volume: 37 liters
Application of marketing process to the product
Segmentation: This helps in dividing the population in various segments so that the company
can find out different customers having different set of needs, wants, demands etc. (Hollensen,
2015). This makes easier to sort them and position the product. It can be demographic,
behavioral, psychological etc.
Targeting: It is selection of the segment and targeting the appropriate people to whom the
product is to be served. It helps to make the launch of the product successful as the people who
are most likely to like and buy the product are targeted (Kotler, 2015).
Positioning: When targeting strategy is implemented, it is called as positioning. Positioning
helps in the placement of the product.
4P’s analysis: It is the marketing mix strategy that is made after the above analysis. It helps in
defining and setting the characteristics of product, its price, place where it is to be sold and the
promotion of the product (Huang, 2014).
5C’s analysis: This analysis helps the company to understand its internal and external analysis.

Relevance of the results to the launch of new backpack product
‘Health’
Segmentation of ‘Health’
In this strategy, the market is to be divided into various subsets according to the common
interests, needs and priorities of the people. This is an important strategy because it helps the
company to focus on the most profitable group of people or the place instated of focusing on
everything and ignoring the most profitable segment in the market.
As per the SPSS analysis done in the above section, the company has identified the population or
the market for its products on the basis of their age, gender, education, ethnicity, and income and
price preference. So, segmentation for the product ‘Health’ will be based on demographics, in
which the age, income, education and ethnicity of the consumers will be considered. As per
the SPSS analysis, the market should be segmented on the basis of age of the age group and
people of age 25-31 which means that mostly the young and employed generation has
participated in the survey. There is no need to segment the market on the basis of gender because
this bag can be used by anyone who has a problem in the back or who travels frequently. The
market should also be segmented on the basis of the earnings of the people because the earing
should be enough so that people can buy the new product in the market. So, the people who earn
between the salaries of $21000-$31000 should be included.
The company can also do behavioral segmentation in which the population or the market for
the consumers can be divided on the basis of their decision making pattern. Here, the SPSS
analysis shows that the decision of the consumers to buy a product depends on the price of the

product and the preference for the price of the product as per the above analysis of data is $16-
$37. So, the people who can spend or are willing to spend $16-$37 should be considered.
Targeting of ‘Health’
As per the data analysis done in SPSS, the following segments must be targeted by the company
in order to launch the product successfully and to earn profits and cover costs in the initial stage
of the launch of product:
 9 out of 25 people in the study i.e. 36% of the respondents in this survey belonged to the
age group of 25-31 which means that mostly the young and employed generation will buy
this product so they should be targeted.
 14 out of 25 people i.e. 56% of the respondents are female. Since, mostly the females go
for shopping, therefore, the company should target the females and influence them for
buying this product. Though, this product is useful for both the genders but the females
may lead to more shopping of this product than the males. So, initially during the launch
of the product, the females should be targeted. This can be done by using the promotional
strategies that target women or introducing such colors of the bag that are liked more by
women.
 Most of the respondents i.e. 15 out of 25 or 60% belong to the ethnic group of whites.
SO, the company should target the population of whites because they are more in number
so they are likely to buy more than the other ethnic groups in the country.
 Majority of the respondents i.e. 8 out of 25 or 32% are earning $21000-$31000. So, the
people earning between this range should be targeted by the company. They must product
the product at such cost that the prices are suitable to the people earning between this
range and they easily buy the product.
 Most of the respondents i.e. 12 out of 25 or 48% of them buy products ranging $16-$37.
The people who are willing to spend this much should be targeted.

Positioning of ‘Health’
The company should position itself as an innovative and unique product in the market which is
available at affordable price having good brand value and makes the shopping of people and
enjoyable experience. In addition to this, the product should be positioned as a good for health
product and safe for the physical condition of the people.
This positioning strategy of the company and the product is based on the analysis of SPSS data
that interprets the correlations among variables and give the result that the females try to get the
very best newest outfits/products when the sale increases and the price of products fall. When
people stick more and more to one particular brand, that brand becomes their favorite brand.
Generally, more number of females is likely to stick more to a particular brand. When the price
of the products is less or it is $16-$37 as preferred by the respondents, then they enjoy shopping
more. The products of the brand to which the respondents stick are the best products for them
and it also becomes their favorite brand. The product becomes more good or preferable when it
is available at the sale price and offers the products of the newest style. Finally, when the
shopping is pleasant to them they enjoy it more.
4 P’s of ‘Health’
Product Price Place Promotion
The product is a
backpack which has
The price should be
kept from $16-$37 as
Mostly, the people
shop from the
The best way of
promoting this

orthopedic system at
the back, so it can be
worn for a long time
without damaging the
back, and air pillow,
which provides proper
circulation of air and
prevents the back
from sweating.
Injection-molded
shoulder straps create
flexible points to
alleviate clavicle and
pressure point strain
and neck pain.
Finally, a build-in
lanyard cord with
standard headphone
jack.
it is the preferred
price of the
consumers and they
will be ready to buy
this product easily if it
is in the range of $16-
$37 (as per the above
data analysis and refer
table 22 in the
appendix).
departmental stores or
the malls. So, the best
place to sell this
product will be this
only. Also, this
product has a lot of
technical features so it
can also be displayed
at the electronics
items stores so that
more and more people
come to know about it
and buy it. An online
sale will also be
beneficial for this
product.
product is personal
selling and
advertisement in the
TV because this
product has unique
features that are
needed to be
communicated to
large number of
people at one time and
they also need to feel
the benefits of those
features. So, for that,
these two are the best
promotional strategies
for this company.
For example, the
product has injection-
molded shoulder
straps that create
flexible points to
alleviate clavicle and
pressure point strain

and neck pain. And it
has a build-in lanyard
cord with standard
headphone jack. The
people who travel a
lot will truly enjoy
this important feature.
So, they need to know
about this which can
either be done if the
sales people give
them a demo or they
put an advertisement
on the TV.
5 C’s analysis of ‘Health’
1. Company: The vision of Super Bag is to become the preferred brand for the health bags
in the market. For this, the company will apply the above formulated strategies that it has
developed from the survey analysis. The data that has been collected from the survey is
used to formulate the above STP strategies along with the 4P’s of the product ‘Health’.
The company is introducing the product in the health segment of the bags so the problem
that it might face is the acceptance of the product because it is difficult to explain the
benefits of the product to the people. So, they will have to be convinced to try this new
product.
2. Customers: As per the data analyzed in the SPSS, the target audience for this product is
composed of people who belonged to the age group of 25-31, belong to the ethnic group

of whites, are earning $21000-$31000 and are willing to pay $16-$37 (Refer to the above
data analysis).
3. Competitors:
Name of the
company
Needs
satisfaction
Segment Technologies of
production, materials.
1.Health Healthy lifestyle Young people
from 20 to 30
years old
Technological process
is fully automated.
(Waterproof material)
2.Go China Carry some
products
And small things
People with low
income
Mechanic and
handmade
technologies.(Rainwear
fabric).
3.Mimosa fashion needs Women from 20 to
55 years old
Mechanic technology.
(faux leather)
4.American bags prestigious Men and women
under 50 years
old
Mechanic and
automated
technologies.(leather)
But the company does not have much threat from these competitors because the company uses
the newest technologies and the process is fully automated. Also, segment of consumers for this
company is the young people, so they will get used to the product and they will keep buying it
over and over.
4. Collaborators: The external stakeholders of the company support the product and the idea
of the company. They are capable to help the company in launching this product and all
the business partners of the company are trustworthy and dependable.
5. Climate: The product is affected by the technological environment because any new
innovation in this product or the segment will make the product obsolete and it will no
longer remain unique in the eyes of the customers. The economic environment will also
affect the product because any change in the income of the consumers may change the
preference for the product.

Conducting the marketing research
Survey
In this report, a survey has been conducted with 25 respondents using the using the Consumer
Decision-Making Styles Inventory instrument. The questions of the instruments have been
attached in the appendix. Along with the questions of the instruments, some other categories
have been added like the age, gender, income, price, ethnicity and education. A 5-point scale for
each category except gender has been used in the survey.
Determination of frequencies using SPSS
For each of the response, the frequencies have been determined in the SPSS and the tables and
the data has been added in the appendix below. The frequency for the responses helps in
determining that how many times a response occurred for a particular question or variable. The
frequencies are important to calculate because it helps in correlating the variables and arriving at
the results.

Report on the marketing research
The Research Problem
The company Super Bag has launched new product ‘Health’ which is a backpack having has
orthopedic system at the back, so it can be worn for a long time without damaging your
back ,and air pillow, which provides proper circulation of air and prevents your back from
sweating. Since this product is very new to the market and to the consumers, therefore, the
company is worried about its launch in the market. The company is unaware about the needs and
preferences of the consumers about this kind of product so it is afraid that whether this concept
will work in the market or not. In order to profitably satisfy customer needs, the company must
understand internal and external situation including the market environment, the customers and
their own capabilities. For this, the company planned to undertake a survey of the market to
determine the customers wants needs and demands. The survey was conducted and frequencies,
correlations were calculated. As per the analysis of the data, the following research problems
were identified:
 When people buy the best products, they generally buy the newest designs in the market
and the new things are considered as best by the people. Thus, the design of the bag has
to be very new to the people, and then only they will consider it the best in the market.

 When sale increases, they try to get more and more of the best products. So, low prices or
the discounted prices of the products influence the purchasing decision of the consumers.
 Then, among the male and the female gender, more females buy more at the sale prices.
So, the female gender is more active in shopping and they have to be convinced for the
product.
 When people stick more and more to one particular brand, that brand becomes their
favorite brand. So, the repeated purchases by the consumers will have to be ensured so
that the product’s brand becomes the favorite brand of the consumers in the market.
 When the price of the products is less or it is $16-$37 as preferred by the respondents,
then they enjoy shopping more. So, price of the product is an important thing which the
consumer considers before buying the product.
These problems have been identified in the research and these have to be solved by making the
appropriate strategies of 4P’s, segmentation, targeting and positioning of the product.

Data Sources
The data is collected from the primary source because a questionnaire was formulated to be filled
by the respondents. Primary source is used because the number of respondents to be included in
the study was small and the data was to be used for immediate analysis. Also, latest information
about the consumers and the market was required because it was collected for the launch of a
new product. Though, a bit of secondary source has also been used but that has been used for
identifying the types of strategies.
Data Collection Method
The data has been collected with the help of questionnaires. The questionnaire was standardized
and it was the ‘Consumer decision making style inventory’ that was distributed to the
respondents. Along with the 16 questions mentioned in the inventory, there were six more
variables or categories that were added which included: age, gender, income, price, ethnicity and
education. The questionnaires were distributed personally because data as to be collected only
from 25 people. This helped in getting immediate response from that as they were able to fill the
questionnaire then and there. Every question in the instrument and the categories (except for
gender) had answers based on the 5-point scale which is also called as the Likert Scale. This
scale is used because it helps in interpreting the data, calculate the frequencies and correlate the
variables.

Data analysis
For the Consumer decision making style inventory (The frequencies)
 13 out of 25 people strongly agreed that getting very good quality is very important to
them i.e. 52% of the total respondents (Refer to Table 1 in the appendix).
 13 out of 25 people i.e. 52% of the respondents were neutral about the fact that the well-
known brands are best for them (Refer to Table 2 in the appendix).
 7 out of 25 people i.e. 28% of the respondents (this was the highest frequency) agreed
that they usually have one or more outfits/products of the very newest style (Refer to
Table 3 in the appendix).
 12 out of 25 people i.e. 48% of the respondents strongly agreed that shopping is a
pleasant activity for them (Refer to Table 4 in the appendix).
 18 out of 25 people i.e. 72% of the people agree and strongly agree that they buy as much
as possible at the ‘sale’ prices (Refer to Table 5 in the appendix).
 12 out of 25 people i.e. 48% of the respondents agree and strongly agree that they do not
plan their shopping but they agree that they should plan their shopping more carefully
than they presently do (Refer to Table 6 in the appendix).
 9 out of 25 people i.e. 36% of the respondents are neutral about the fact that numbers of
brands are more and they feel confused about choosing from them (Refer to Table 7 in
the appendix).
 10 out of 25 people i.e. 40% of the respondents strongly agree that they have their own
favorite brand that they buy over and over (Refer to Table 8 in the appendix).

 10 out of 25 people i.e. 40% of the respondents are neutral about the fact that when it
comes to purchasing products, they try to get the very best (Refer to Table 9 in the
appendix). People generally do not make much efforts in getting the very best when they
go and purchase the products and they are neutral towards getting the very best.
 10 out of 25 people i.e. 40% of the respondents disagree that the most expensive brands
are their choices (Refer to Table 10 in the appendix).
 8 out of 25 people i.e. 32% of the respondents agree that they keep their wardrobe up to
date with changing fashions (Refer to Table 11 in the appendix).
 9 out of 25 people i.e. 36% of the respondents agree that going shopping is one of the
enjoyable activities of their life (Refer to Table 12 in the appendix).
 8 out of 25 people i.e. 32% of them agree that they usually chose the lower price products
(Refer to Table 13 in the appendix).
 6 out of 25 people i.e. 24% which are the maximum are impulsive when they go to shop
and they agree with that (Refer to Table 14 in the appendix).
 12 out of 25 people i.e. 48% of the respondents agree to the fact that it is hard to choose
which stores to shop from (Refer to Table 15 in the appendix).
 Finally, 10 out of 25 people i.e. 40% of the respondents agree with the fact that when
they start liking a product or brand, they stick with it (Refer to Table 16 in the appendix).
For other categories to the survey instrument
 9 out of 25 people in the study i.e. 36% of the respondents in this survey belonged to the
age group of 25-31 which means that mostly the young and employed generation has
participated in the survey (Refer to Table 17 in the appendix).

 14 out of 25 people i.e. 56% of the respondents are female (Refer to Table 18 in the
appendix). Mostly, females have responded to the questions.
 Among the respondents, most of the people i.e. 11 out of 25 or 44% people carry an
associate degree (Refer to Table 19 in the appendix).
 Most of the respondents i.e. 15 out of 25 or 60% belong to the ethnic group of whites
(Refer to Table 20 in the appendix).
 Majority of the respondents i.e. 8 out of 25 or 32% are earning $21000-$31000 (Refer to
Table 21 in the appendix).
 Most of the respondents i.e. 12 out of 25 or 48% of them buy products ranging $16-$37
(Refer to Table 22 in the appendix).
Analysis of correlations
Correlation is significant when p value is less than 0.05 which means that there are less than 1 in
20 probabilities that an outcome occurred by chance and hence the result is statistically
significant (Leech, 2014).
 The correlation between the price for the product and the buying at the sale process was
calculated. But, the correlation was insignificant because the p value was 0.39 which was
more than 0.05 (Refer to Table 23 in the appendix).
 Then, correlation was found between the variables: wardrobe up-to-date, low-price
products, hard to choose store, sticking to brand and impulsive when shopping. All

relations were insignificant because in all cases, the p value was more than 0.05 (Refer to
Table 24 in the appendix).
 Correlations were found between the variables: your price for product, importance of
quality, buy at sale prices, wardrobe up-to-date, expensive brand my choice and the low-
price products. Again, all relations were insignificant because in all cases, the p value
was more than 0.05 (Refer to Table 25 in the appendix).
 Correlations were found between the following variables: purchase best product, newest
style outfits/products, your gender, your education, buys at sale prices and well-known
brand. Here, all relations were insignificant except for the correlation between: purchase
best product and newest style outfits/products; purchase best product and buy at
sale prices and gender and buy at sale prices in all these cases, the value of p is less
than 0.05 which shows significant correlation relations between the variables (Refer to
Table 26 in the appendix).
The correlation between purchase best product and newest style outfits/products is 56%;
purchase best product and buy at sale prices is 47% and gender and buy at sale prices is
71% (Refer to Table 26 in the appendix). The strength of all relations is very strong.
Also, the correlations are positive which means that the people try to get more of the very
best products, they try to get more of the newest style outfits/products.

 Correlation was calculated between sticking to brand, hard to choose store, impulsive
when shopping, low-price products, shopping as an enjoyable activity, wardrobe up-to-
date, expensive brand as choice, purchase the best products, favorite brands, many brands
to choose, buy at sale prices, plan your shopping, newest style outfits/products, pleasant
activity, well-known brands, age, gender, education, ethnicity, price for the product and
importance of quality. Out of all these the significant correlations are: sticking to brand
and favorite brands; sticking to brand and gender; shopping an enjoyable activity
and price for the product; purchase best product and sticking to brand, expensive
brand my choice, favorite brand, buy at sale price and new style outfits/products
and between pleasant activity and shopping as an enjoyable experience because the p
value for these relations was less than 0.05 and thus the relations were significant (Refer
to Table 27 in the appendix).
The correlation between sticking to brand and favorite brands is 72%; sticking to brand
and gender is 61%; shopping an enjoyable activity and price for the product is 2%;
purchase best product and sticking to brand is 43%, expensive brand my choice is 50%,
favorite brand is 52%, buy at sale price is 41% and new style outfits/products and
between pleasant activity and shopping as an enjoyable experience is 59% (Refer to
Table 27 in the appendix). The strength of all the correlations is good except for the
relation between shopping an enjoyable activity and price for the product which is just
2%. Also, all the correlations between them are positive which shows that one variable
increase, other also increases.

 Correlation was found between the price of the product and the education, age,
income and well-known brand; education and income, well-known brand; age and
price, education, income.
The correlation between the price of the product and the education is 25%, age is 30%,
income is 48% and well-known brand is 52%; education and income is 64%, well-known
brand; age and price is 22%, education is 34%, income is 43%. All the relations are
positive which means that one variable increases then the other increases too and vice-
versa. Also, these relations were significant, others were not significant.
Findings and conclusion
 For most of the people, getting good quality of products is very important because they
strongly agree with the quality of the products. The respondents are neutral with the
choice of well-known national brands. Generally, most of the people have one or more
outfits/products of the very newest style. Most of the respondents strongly agree that
shopping is a pleasant activity them. The people agree and strongly agree that they buy as
much as possible at the ‘sale’ prices. The respondents agree and strongly agree that they
do not plan their shopping but they agree that they should plan their shopping more
carefully than they presently do. The respondents are neutral about the fact that numbers
of brands are more and they feel confused about choosing from them, they have their own
favorite brand that they buy over and over, respondents are neutral about the fact that
when it comes to purchasing products, they try to get the very best , respondents disagree
that the most expensive brands are their choices, respondents agree that they keep their
wardrobe up to date with changing fashions , the respondents agree that going shopping

is one of the enjoyable activities of their life, they agree that they usually chose the lower
price products. The maximum are impulsive when they go to shop and they agree with
that, respondents agree to the fact that it is hard to choose which stores to shop from and
the respondents agree with the fact that when they start liking a product or brand, they
stick with it.
 Mostly the young and employed generation has participated in the survey. Mostly,
females have responded to the questions, people carry an associate degree, belong to the
ethnic group of whites, are earning $21000-$31000 and most of them buy products
ranging $16-$37.
 When people buy the best products, they generally buy the newest outfits/products and
the new things are considered as best by the people. Also, people buy more of the best
products at the sale prices. So, when sale increases, they try to get more and more of the
best products. Then, among the male and the female gender, more females buy more at
the sale prices.
 The females try to get the very best newest outfits/products when the sale increases and
the price of products fall.
 When people stick more and more to one particular brand, that brand becomes their
favorite brand. Generally, more number of females is likely to stick more to a particular
brand. When the price of the products is less or it is $16-$37 as preferred by the
respondents, then they enjoy shopping more. The products of the brand to which the
respondents stick are the best products for them and it also becomes their favorite brand.
The product becomes more good or preferable when it is available at the sale price and

offers the products of the newest style. Finally, when the shopping is pleasant to them
they enjoy it more.
 The people carrying associate degree, falling in the age group of 25-31 years, earning
$21000-$31000 preferred the products of prices $16-$37 and did not prefer any well-
known brand, they were neutral for that.
It can be concluded from the above analysis of the data that the consumers for the market of
Health are young, employed, educated and earning from $21000-$31000. Also, they belong to
the ethnic group of whites. Thus, the company Super Bag has successfully conducted a survey of
the market and accordingly the strategies for the launch of new product have been developed.

Recommendations
Based on the above data analysis, findings and conclusion, the following recommendations can
be made:
 The marketing plan of the company should target the women because they are more
active in shopping. So, it will be easier for the company to position its product.
 The price of the bag should be set within the range of $16-$37 because that is the most
preferred price by the consumers.
 The company should use advertising or personal selling as their promotional activities.
 The company should target the youth of the country who are frequent travellers because
that would help it to increase its sales.

References
Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education.
Huang, R. and Sarigöllü, E., 2014. How brand awareness relates to market outcome, brand
equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp. 113-132).
Springer New York.
Kotler, P., Burton, S., Deans, K., Brown, L. and Armstrong, G., 2015.Marketing. Pearson Higher
Education AU.
Leech, N.L., Barrett, K.C. and Morgan, G.A., 2014. IBM SPSS for intermediate statistics: Use
and interpretation. Routledge.

Appendix
Consumer decision making style inventory
1. Getting very good quality is very important to me
Table1: Importance of quality
Frequenc
y Percent
Valid
Percent
Cumulative
Percent
Valid Disagree 1 4.0 4.0 4.0
Agree 11 44.0 44.0 48.0
Strongly
agree 13 52.0 52.0 100.0
Total 25 100.0 100.0
2. The well-known national brands are best for me
Table 2: Well-known brand
Frequenc
y Percent
Valid
Percent
Cumulative
Percent
Valid Strongly disagree 2 8.0 8.0 8.0
Disagree 3 12.0 12.0 20.0
Neutral 13 52.0 52.0 72.0
Agree 6 24.0 24.0 96.0
Strongly agree 1 4.0 4.0 100.0
Total 25 100.0 100.0
3. I usually have one or more outfits of the very newest style
Table 3: Newest style outfit
Frequenc
y Percent
Valid
Percent
Cumulative
Percent
Valid Strongly disagree 2 8.0 8.0 8.0
Disagree 6 24.0 24.0 32.0
Neutral 5 20.0 20.0 52.0
Agree 7 28.0 28.0 80.0

Strongly agree 5 20.0 20.0 100.0
Total 25 100.0 100.0
4. Shopping is a pleasant activity to me
Table 4: Pleasant activity
Frequenc
y Percent
Valid
Percent
Cumulative
Percent
Valid Disagree 3 12.0 12.0 12.0
Neutral 2 8.0 8.0 20.0
Agree 8 32.0 32.0 52.0
Strongly
agree 12 48.0 48.0 100.0
Total 25 100.0 100.0
5. I buy as much as possible at the ‘sale’ prices
Table 5: Buy at sale prices
Frequenc
y Percent
Valid
Percent
Cumulative
Percent
Valid Disagree 1 4.0 4.0 4.0
Neutral 6 24.0 24.0 28.0
Agree 9 36.0 36.0 64.0
Strongly
agree 9 36.0 36.0 100.0
Total 25 100.0 100.0
6. I should plan my shopping more carefully than I do
Table 6: Plan your shopping
Frequenc
y Percent
Valid
Percent
Cumulative
Percent
Valid Strongly disagree 3 12.0 12.0 12.0
Disagree 6 24.0 24.0 36.0
Neutral 4 16.0 16.0 52.0
Agree 6 24.0 24.0 76.0

Strongly agree 6 24.0 24.0 100.0
Total 25 100.0 100.0
7. There are so many brands to choose from that I often feel confused
Table 7: Many brands to choose
Frequenc
y Percent
Valid
Percent
Cumulative
Percent
Valid Strongly disagree 2 8.0 8.0 8.0
Disagree 5 20.0 20.0 28.0
Neutral 9 36.0 36.0 64.0
Agree 8 32.0 32.0 96.0
Strongly agree 1 4.0 4.0 100.0
Total 25 100.0 100.0
8. I have favorite brands I buy over and over
Table 8: Favorite brands
Frequenc
y Percent
Valid
Percent
Cumulative
Percent
Valid Strongly disagree 3 12.0 12.0 12.0
Disagree 2 8.0 8.0 20.0
Neutral 4 16.0 16.0 36.0
Agree 6 24.0 24.0 60.0
Strongly agree 10 40.0 40.0 100.0
Total 25 100.0 100.0
9. When it comes to purchasing products, I try to get the very best
Table 9: Purchase best product
Frequenc
y Percent
Valid
Percent
Cumulative
Percent
Valid Disagree 3 12.0 12.0 12.0
Neutral 10 40.0 40.0 52.0
Agree 6 24.0 24.0 76.0

Strongly
agree 6 24.0 24.0 100.0
Total 25 100.0 100.0
10. The more expensive brands are usually my choices
Table 10: Expensive brand my choice
Frequenc
y Percent
Valid
Percent
Cumulative
Percent
Valid Strongly disagree 3 12.0 12.0 12.0
Disagree 10 40.0 40.0 52.0
Neutral 5 20.0 20.0 72.0
Agree 4 16.0 16.0 88.0
Strongly agree 3 12.0 12.0 100.0
Total 25 100.0 100.0
11. I keep my wardrobe up to date with changing fashions
Table 11: Wardrobe up-to-date
Frequenc
y Percent
Valid
Percent
Cumulative
Percent
Valid Strongly disagree 6 24.0 24.0 24.0
Disagree 4 16.0 16.0 40.0
Neutral 7 28.0 28.0 68.0
Agree 8 32.0 32.0 100.0
Total 25 100.0 100.0
12. Going shopping is one of the enjoyable activities of my life
Table 12: Shopping enjoyable activity
Frequenc
y Percent
Valid
Percent
Cumulative
Percent
Valid Strongly disagree 2 8.0 8.0 8.0
Disagree 3 12.0 12.0 20.0

Neutral 5 20.0 20.0 40.0
Agree 9 36.0 36.0 76.0
Strongly agree 6 24.0 24.0 100.0
Total 25 100.0 100.0
13. The lower price products are usually my choice
Table 13: Low-price products
Frequenc
y Percent
Valid
Percent
Cumulative
Percent
Valid Strongly disagree 3 12.0 12.0 12.0
Disagree 7 28.0 28.0 40.0
Neutral 5 20.0 20.0 60.0
Agree 8 32.0 32.0 92.0
Strongly agree 2 8.0 8.0 100.0
Total 25 100.0 100.0
14. I am impulsive when shopping
Table 14: Impulsive when shopping
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Strongly disagree 5 20.0 20.0 20.0
Disagree 5 20.0 20.0 40.0
Neutral 4 16.0 16.0 56.0
Agree 5 20.0 20.0 76.0
Strongly agree 6 24.0 24.0 100.0
Total 25 100.0 100.0
15. Sometimes it is hard to choose which stores to shop
Table 15: Plan your shopping
Frequenc
y Percent
Valid
Percent
Cumulative
Percent
Valid Strongly disagree 3 12.0 12.0 12.0
Disagree 6 24.0 24.0 36.0

Neutral 4 16.0 16.0 52.0
Agree 6 24.0 24.0 76.0
Strongly agree 6 24.0 24.0 100.0
Total 25 100.0 100.0
16. Once I find a product or brand I like, I stick with it
Table 16: Sticking to brand
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Strongly disagree 2 8.0 8.0 8.0
Disagree 1 4.0 4.0 12.0
Neutral 3 12.0 12.0 24.0
Agree 10 40.0 40.0 64.0
Strongly agree 9 36.0 36.0 100.0
Total 25 100.0 100.0

Other categories to the survey instrument
1. Age
Table 17: Age between
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid from 18 to 24 8 32.0 32.0 32.0
from 25 to 31 9 36.0 36.0 68.0
from 32 to 38 4 16.0 16.0 84.0
from 39 to 45 3 12.0 12.0 96.0
from 46 and
over 1 4.0 4.0 100.0
Total 25 100.0 100.0
2. Gender
Table 18: Your gender
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid female 14 56.0 56.0 56.0
male 11 44.0 44.0 100.0
Total 25 100.0 100.0
3. Education
Table 19: Your education
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid high school 2 8.0 8.0 8.0
associate
degree 11 44.0 44.0 52.0
bachelor degree 7 28.0 28.0 80.0
master’s degree 4 16.0 16.0 96.0
doctorate degree 1 4.0 4.0 100.0
Total 25 100.0 100.0

4. Ethnicity
Table 20: Your ethnicity
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Hispanic 3 12.0 12.0 12.0
African
American 3 12.0 12.0 24.0
White 15 60.0 60.0 84.0
Asian 4 16.0 16.0 100.0
Total 25 100.0 100.0
5. Income
Table 21: Your income
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid 20000 or less 6 24.0 24.0 24.0
21000-31000 8 32.0 32.0 56.0
32000-42000 4 16.0 16.0 72.0
43000-53000 3 12.0 12.0 84.0
54000 and
over 4 16.0 16.0 100.0
Total 25 100.0 100.0
6. Price
Table 22: Your price for product
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid 15$ or less 5 20.0 20.0 20.0
16$-26$ 6 24.0 24.0 44.0
27$-37$ 6 24.0 24.0 68.0
38$-48$ 5 20.0 20.0 88.0
49$ and over 3 12.0 12.0 100.0
Total 25 100.0 100.0

Correlations
Table 23: Correlations
Control Variables
your price for
prd
buy at sale
prices
age between your price for
prd
Correlation 1.000 .184
Significance (2-
tailed) . .390
df 0 22
buy at sale
prices
Correlation .184 1.000
Significance (2-
tailed) .390 .
df 22 0
Table 24: Correlations
Control Variables
wadrob
e
uptodat
e
low-
price
product
s
hard to
chooos
e store
stickin
g to
brand
impulsiv
e when
shopping
age
betwee
n
wadrobe
uptodate
Correlation 1.000 -.160 .042 .555 -.015
Significanc
e (2-tailed) . .455 .845 .005 .946
df 0 22 22 22 22
low-
price
products
Correlation -.160 1.000 .288 .114 -.131
Significanc
e (2-tailed) .455 . .172 .597 .540
df 22 0 22 22 22
hard to
chooose
store
Correlation .042 .288 1.000 .152 .179
Significanc
e (2-tailed) .845 .172 . .480 .402
df 22 22 0 22 22
sticking
to brand
Correlation .555 .114 .152 1.000 .086
Significanc
e (2-tailed) .005 .597 .480 . .690
df 22 22 22 0 22
impulsiv Correlation -.015 -.131 .179 .086 1.000

e when
shopping
Significanc
e (2-tailed) .946 .540 .402 .690 .
df 22 22 22 22 0
Table 25: Correlations
Control Variables
your
price
for prd
importance
of quality
buy at
sale
prices
wadrobe
uptodate
expen.brand
my choice
low-price
products
your
income
your price
for prd
Correlation 1.000 .130 .101 .177 .203 -.551
Significance
(2-tailed) . .543 .637 .407 .342 .005
df 0 22 22 22 22 22
importance
of quality
Correlation .130 1.000 .247 .059 .287 -.314
Significance
(2-tailed) .543 . .244 .783 .174 .135
df 22 0 22 22 22 22
buy at sale
prices
Correlation .101 .247 1.000 .346 -.141 .117
Significance
(2-tailed) .637 .244 . .098 .510 .586
df 22 22 0 22 22 22
wadrobe
uptodate
Correlation .177 .059 .346 1.000 -.010 -.171
Significance
(2-tailed) .407 .783 .098 . .962 .425
df 22 22 22 0 22 22
expen.brand
my choice
Correlation .203 .287 -.141 -.010 1.000 -.168
Significance
(2-tailed) .342 .174 .510 .962 . .434
df 22 22 22 22 0 22
low-price
products
Correlation -.551 -.314 .117 -.171 -.168 1.000
Significance
(2-tailed) .005 .135 .586 .425 .434 .
df 22 22 22 22 22 0
Table 26: Correlations

Control Variables
purchase
best
product
newest
style
outfit
your
gender
your
education
buy at
sale
prices
well
known
brand
your
income
purchase
best
product
Correlation 1.000 .565 -.332 -.356 .470 .144
Significance
(2-tailed) . .004 .113 .088 .020 .501
df 0 22 22 22 22 22
newest
style outfit
Correlation .565 1.000 -.131 -.242 -.002 .020
Significance
(2-tailed) .004 . .542 .254 .991 .926
df 22 0 22 22 22 22
your
gender
Correlation -.332 -.131 1.000 .172 .713 -.197
Significance
(2-tailed) .113 .542 . .421 .000 .356
df 22 22 0 22 22 22
your
education
Correlation -.356 -.242 .172 1.000 -.022 -.147
Significance
(2-tailed) .088 .254 .421 . .920 .493
df 22 22 22 0 22 22
buy at sale
prices
Correlation .470 -.002 -.713 -.022 1.000 -.049
Significance
(2-tailed) .020 .991 .000 .920 . .820
df 22 22 22 22 0 22
well
known
brand
Correlation .144 .020 -.197 -.147 -.049 1.000
Significance
(2-tailed) .501 .926 .356 .493 .820 .
df 22 22 22 22 22 0

Tab
le
27:
Cor
rela
tion
s
Control
Variables
sti
ck
in
g
to
br
an
d
ha
rd
to
ch
o
o
os
e
st
or
e
im
pu
lsi
ve
w
he
n
sh
op
pi
ng
lo
w
-
pr
ic
e
pr
od
uc
ts
shop
.enj
oyab
le
activ
.
w
ad
ro
be
up
to
da
te
exp
en.
bra
nd
my
cho
ice
pu
rc
ha
se
be
st
pr
od
uc
t
fa
v
or
it
e
br
a
n
ds
m
a
n
y
b
ra
n
d
s
to
c
h
o
o
s
e
b
u
y
a
t
s
a
l
e
p
ri
c
e
s
pl
an
yo
ur
sh
op
pi
ng
n
e
w
e
st
st
yl
e
o
ut
fi
t
pl
ea
sa
nt
ac
ti
vi
ty
w
el
l
k
n
o
w
n
b
r
a
n
d
ag
e
be
t
w
ee
n
y
o
u
r
g
e
n
d
e
r
yo
ur
ed
uc
ati
on
yo
ur
et
hn
ici
ty
y
o
u
r
p
r
i
c
e
f
o
r
p
r
d
im
por
tan
ce
of
qua
lity
you
r
inco
me
stic
king
to
bran
d
Cor
rela
tion
1.
0
0
0
.1
1
2
-.0
24
.1
19 .303 .5
49
.29
0
.4
30
.7
2
6
.0
0
9
.
5
3
1
.0
86
.2
9
1
-.
0
0
8
.2
4
8
.0
5
8
-.
6
1
8
-.1
50
-.
21
2
.
2
1
0
-.1
20
Sig
nifi
can
ce
(2-
tail
ed)
.
.6
0
2
.9
11
.5
81 .149 .0
05
.17
0
.0
36
.0
0
0
.9
6
7
.
0
0
8
.6
90
.1
6
8
.9
6
9
.2
4
3
.7
8
7
.0
0
1
.4
85
.3
21
.
3
2
5
.57
7
df 0 2
2
22 22 22 22 22 22 2
2
2
2
2
2
22 2
2
2
2
2
2
2
2
2
2
22 22 2
2
22

hard
to
cho
oose
stor
e
Cor
rela
tion
.1
1
2
1.
0
0
0
.0
46
.3
05 .026
-.
10
3
.03
9
-.
02
4
.1
6
4
.3
7
5
-.
0
1
0
.2
44
.0
6
4
-.
0
6
8
-.
1
8
5
.0
0
7
.1
1
8
.2
25
-.
12
1
-.
1
9
3
-.1
97
Sig
nifi
can
ce
(2-
tail
ed)
.6
0
2
. .8
32
.1
47 .905 .6
33
.85
8
.9
13
.4
4
4
.0
7
1
.
9
6
3
.2
50
.7
6
7
.7
5
1
.3
8
8
.9
7
5
.5
8
4
.2
90
.5
73
.
3
6
5
.35
6
df 2
2 0 22 22 22 22 22 22 2
2
2
2
2
2 22 2
2
2
2
2
2
2
2
2
2 22 22 2
2 22
imp
ulsi
ve
whe
n
sho
ppin
g
Cor
rela
tion
-.
0
2
4
.0
4
6
1.
00
0
-.
12
4
-.00
5
-.
32
7
.21
8
.2
79
.3
9
5
-.
0
3
5
-.
0
6
2
.1
03
.5
1
2
.0
5
7
-.
0
1
4
-.
4
0
6
-.
1
6
7
-.2
70
.0
72
.
3
0
4
.25
4
Sig
nifi
can
ce
(2-
tail
ed)
.9
1
1
.8
3
2
. .5
63 .980 .1
19
.30
6
.1
87
.0
5
6
.8
6
9
.
7
7
5
.6
32
.0
1
1
.7
9
2
.9
4
7
.0
4
9
.4
3
7
.2
01
.7
39
.
1
4
9
.23
0
df 2
2
2
2 0 22 22 22 22 22 2
2
2
2
2
2 22 2
2
2
2
2
2
2
2
2
2 22 22 2
2 22
low-
pric
e
prod
ucts
Cor
rela
tion
.1
1
9
.3
0
5
-.1
24
1.
00
0
.149
-.
17
1
-.1
68
-.
14
1
.0
6
7
.1
9
1
.
1
1
7
.1
52
-.
2
6
1
.1
5
6
-.
0
2
4
-.
0
0
8
-.
0
2
2
.3
19
-.
07
3
-.
5
5
1
-.3
14
Sig
nifi
can
ce
(2-
tail
ed)
.5
8
1
.1
4
7
.5
63 . .487 .4
25
.43
4
.5
10
.7
5
7
.3
7
2
.
5
8
6
.4
77
.2
1
7
.4
6
7
.9
1
0
.9
7
1
.9
1
7
.1
29
.7
33
.
0
0
5
.13
5
df 2
2
2
2
22 0 22 22 22 22 2
2
2
2
2
2
22 2
2
2
2
2
2
2
2
2
2
22 22 2
2
22

sho
p.en
joya
ble
acti
v.
Cor
rela
tion
.3
0
3
.0
2
6
-.0
05
.1
49
1.00
0
.0
23
.10
9
.0
81
.1
9
1
-.
0
8
9
.
2
2
1
.2
53
.1
5
7
.5
9
7
.2
3
0
-.
1
5
9
-.
3
1
3
.1
15
.0
72
.
0
2
0
-.1
81
Sig
nifi
can
ce
(2-
tail
ed)
.1
4
9
.9
0
5
.9
80
.4
87 . .9
13
.61
1
.7
06
.3
7
2
.6
8
0
.
2
9
8
.2
34
.4
6
3
.0
0
2
.2
8
0
.4
5
9
.1
3
7
.5
94
.7
39
.
0
2
8
.39
8
df 2
2
2
2 22 22 0 22 22 22 2
2
2
2
2
2 22 2
2
2
2
2
2
2
2
2
2 22 22 2
2 22
wad
robe
upto
date
Cor
rela
tion
.5
4
9
-.
1
0
3
-.3
27
-.
17
1
.023
1.
00
0
-.0
10
.2
39
.2
6
1
-.
1
6
0
.
3
4
6
-.3
77
-.
0
5
4
-.
2
3
6
.1
9
4
.0
2
6
-.
2
8
9
-.0
11
-.
35
3
.
1
7
7
.05
9
Sig
nifi
can
ce
(2-
tail
ed)
.0
0
5
.6
3
3
.1
19
.4
25 .913 . .96
2
.2
60
.2
1
9
.4
5
4
.
0
9
8
.0
70
.8
0
3
.2
6
7
.3
6
3
.9
0
3
.1
7
1
.9
61
.0
91
.
4
0
7
.78
3
df 2
2
2
2 22 22 22 0 22 22 2
2
2
2
2
2 22 2
2
2
2
2
2
2
2
2
2 22 22 2
2 22
exp
en.b
rand
my
choi
ce
Cor
rela
tion
.2
9
0
.0
3
9
.2
18
-.
16
8
.109
-.
01
0
1.0
00
.5
07
.5
2
0
.1
7
4
-.
1
4
1
-.1
65
.5
6
1
.0
6
5
.2
3
7
-.
0
9
7
.0
6
6
-.3
12
.1
87
.
2
0
3
.28
7
Sig
nifi
can
ce
(2-
tail
ed)
.1
7
0
.8
5
8
.3
06
.4
34 .611 .9
62 . .0
11
.0
0
9
.4
1
5
.
5
1
0
.4
41
.0
0
4
.7
6
4
.2
6
6
.6
5
3
.7
6
1
.1
37
.3
83
.
3
4
2
.17
4
df 2
2
2
2
22 22 22 22 0 22 2
2
2
2
2
2
22 2
2
2
2
2
2
2
2
2
2
22 22 2
2
22

purc
hase
best
prod
uct
Cor
rela
tion
.4
3
0
-.
0
2
4
.2
79
-.
14
1
.081 .2
39
.50
7
1.
00
0
.4
2
1
.0
2
6
.
4
7
0
-.1
79
.5
6
5
-.
0
0
1
.1
4
4
-.
3
2
9
-.
3
3
2
-.3
56
-.
16
0
.
2
8
8
.45
1
Sig
nifi
can
ce
(2-
tail
ed)
.0
3
6
.9
1
3
.1
87
.5
10 .706 .2
60
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Tab
le
28:
Cor
rela
tion
s
Control
Variables
sti
ck
in
g
to
br
an
d
ha
rd
to
ch
o
o
os
e
st
or
e
im
pu
lsi
ve
w
he
n
sh
op
pi
ng
lo
w
-
pr
ic
e
pr
od
uc
ts
shop
.enjo
yabl
e
activ
.
w
ad
ro
be
up
to
da
te
exp
en.
bra
nd
my
cho
ice
pu
rc
ha
se
be
st
pr
od
uc
t
fa
v
or
it
e
br
a
n
ds
m
a
n
y
b
ra
n
d
s
to
c
h
o
o
s
e
b
u
y
a
t
s
a
l
e
p
ri
c
e
s
pl
an
yo
ur
sh
op
pi
ng
n
e
w
e
st
st
yl
e
o
ut
fi
t
pl
ea
sa
nt
ac
ti
vi
ty
w
el
l
k
n
o
w
n
b
r
a
n
d
y
o
u
r
g
e
n
d
e
r
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ur
ed
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on
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et
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m
e
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r
p
r
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c
e
f
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r
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r
d
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.170 .4
69
.24
4
.4
33
.3
5
8
-.
1
1
0
.
1
8
4
-.0
69
.5
3
7
.1
5
2
.0
3
7
-.
2
5
6
.1
47
-.
02
4
.7
2
0
1
.
0
0
0
.31
3
Sig
nifi
can
ce
(2-
tail
ed)
.1
7
1
.7
9
4
.0
17
.0
39 .428 .0
21
.25
2
.0
34
.0
8
5
.6
0
9
.
3
9
0
.7
48
.0
0
7
.4
8
0
.8
6
4
.2
2
7
.4
93
.9
11
.0
0
0
. .13
7
df 2
2
2
2 22 22 22 22 22 22 2
2
2
2
2
2 22 2
2
2
2
2
2
2
2 22 22 2
2 0 22
imp
orta
nce
of
qual
ity
Cor
rela
tion
-.
0
2
3
-.
0
6
9
.3
15
-.
31
7
-.11
1
.2
63
.31
3
.4
91
.2
9
4
-.
2
6
9
.
2
4
5
.0
91
.3
1
5
-.
1
0
7
.0
2
4
-.
1
1
8
-.2
14
.2
15
.4
2
3
.
3
1
3
1.0
00
Sig
nifi
can
ce
(2-
tail
ed)
.9
1
5
.7
4
7
.1
34
.1
32 .607 .2
14
.13
7
.0
15
.1
6
3
.2
0
3
.
2
4
8
.6
73
.1
3
3
.6
1
7
.9
1
1
.5
8
2
.3
14
.3
12
.0
4
0
.
1
3
7
.
df 2
2
2
2 22 22 22 22 22 22 2
2
2
2
2
2 22 2
2
2
2
2
2
2
2 22 22 2
2
2
2 0

Tab
le
29:
Cor
rela
tion
s
Control
Variables
sti
ck
in
g
to
br
an
d
ha
rd
to
ch
oo
os
e
st
or
e
im
pul
siv
e
wh
en
sh
op
pin
g
lo
w-
pr
ic
e
pr
od
uc
ts
shop
.enjo
yabl
e
activ
.
w
ad
ro
be
up
to
da
te
exp
en.
bra
nd
my
cho
ice
pu
rc
ha
se
be
st
pr
od
uc
t
fav
ori
te
bra
nd
s
m
a
n
y
br
a
n
d
s
to
c
h
o
o
se
b
u
y
a
t
s
a
l
e
p
ri
c
e
s
pl
an
yo
ur
sh
op
pi
ng
n
e
w
es
t
st
yl
e
o
ut
fi
t
ple
asa
nt
act
ivit
y
w
el
l
k
n
o
w
n
b
ra
n
d
y
o
ur
in
c
o
m
e
ag
e
be
tw
ee
n
yo
ur
ed
uc
ati
on
yo
ur
et
hn
ici
ty
yo
ur
pri
ce
fo
r
pr
d
y
o
ur
g
e
n
d
er
imp
orta
nce
of
qual
ity
stick
ing
to
bran
d
Cor
rela
tion
1.
00
0
.2
88
.12
9
.08
8
.37
6
.65
3
.3
47
.
5
7
6
.8
0
1
.
1
0
8
.4
92
.1
9
0
.
4
2
4
.0
7
9
.3
0
4
.4
1
9
.3
77
.2
22
-.
0
5
7
.
4
6
0
-.
4
2
6
Sig
nifi
can
ce
(2-
taile
d)
. .1
73
.54
7
.68
4
.07
0
.00
1
.0
97
.
0
0
3
.0
0
0
.
6
1
5
.0
15
.3
7
4
.
0
3
9
.7
1
4
.1
4
9
.0
4
1
.0
69
.2
96
.7
9
2
.
0
2
4
.0
3
8
df 0 22 22 22 22 22 22 2
2
2
2
2
2 22 2
2
2
2
2
2
2
2
2
2 22 22 2
2
2
2
2
2
hard
to
cho
oose
Cor
rela
tion
.2
88
1.
00
0
.23
5
.23
5
.14
8
.32
9
.1
35
.
1
7
6
.3
3
3
.
4
3
9
-.0
09
.3
4
8
.
2
6
7
.0
4
2
-.
0
5
8
.5
1
8
.4
29
.5
00
.0
6
5
.
3
2
2
.2
3
7

stor
e
Sig
nifi
can
ce
(2-
taile
d)
.1
73 . .26
8
.26
9
.49
0
.11
6
.5
30
.
4
1
1
.1
1
2
.
0
3
2
.9
68
.0
9
6
.
2
0
7
.8
4
5
.7
8
9
.0
1
0
.0
36
.0
13
.7
6
4
.
1
2
5
.2
6
5
df 22 0 22 22 22 22 22 2
2
2
2
2
2 22 2
2
2
2
2
2
2
2
2
2 22 22 2
2
2
2
2
2
imp
ulsi
ve
whe
n
shop
ping
Cor
rela
tion
.1
29
.2
35
1.0
00
-.0
39
.12
8
-.0
10
.1
76
.
2
4
2
.4
1
3
.
1
4
5
-.1
51
.1
6
8
.
5
2
9
.1
6
8
.0
4
9
.2
9
5
.1
03
.1
51
.1
1
3
.
3
9
8
-.
0
1
9
Sig
nifi
can
ce
(2-
taile
d)
.5
47
.2
68 . .85
5
.55
2
.96
4
.4
09
.
2
5
4
.0
4
5
.
4
9
8
.4
80
.4
3
2
.
0
0
8
.4
3
3
.8
2
2
.1
6
2
.6
31
.4
81
.5
9
8
.
0
5
4
.9
3
1
df 22 22 0 22 22 22 22 2
2
2
2
2
2 22 2
2
2
2
2
2
2
2
2
2 22 22 2
2
2
2
2
2
low-
pric
e
prod
ucts
Cor
rela
tion
.0
88
.2
35
-.0
39
1.0
00
.10
1
-.0
91
-.
08
3
.
0
0
6
.1
5
1
.
0
9
8
.2
09
.1
7
1
-.
1
8
0
.1
1
4
-.
0
2
6
.0
2
3
-.0
43
.1
30
-.
0
2
0
-.
3
1
1
-.
0
7
3
Sig
nifi
can
ce
(2-
taile
d)
.6
84
.2
69
.85
5 . .63
8
.67
2
.7
01
.
9
8
0
.4
8
2
.
6
5
0
.3
27
.4
2
4
.
3
9
9
.5
9
5
.9
0
5
.9
1
6
.8
41
.5
43
.9
2
5
.
1
3
9
.7
3
4
df 22 22 22 0 22 22 22 2
2
2
2
2
2 22 2
2
2
2
2
2
2
2
2
2 22 22 2
2
2
2
2
2
shop
.enj
oya
ble
Cor
rela
tion
.3
76
.1
48
.12
8
.10
1
1.0
00
.24
6
.1
91
.
2
3
9
.3
1
1
-.
0
4
7
.2
40
.3
2
2
.
2
9
1
.6
1
6
.2
7
5
.3
0
2
.1
58
.2
65
.1
7
6
.
2
6
6
-.
2
2
4

acti
v.
Sig
nifi
can
ce
(2-
taile
d)
.0
70
.4
90
.55
2
.63
8 . .24
7
.3
73
.
2
6
1
.1
3
9
.
8
2
9
.2
59
.1
2
5
.
1
6
8
.0
0
1
.1
9
3
.1
5
1
.4
61
.2
10
.4
1
0
.
2
1
0
.2
9
3
df 22 22 22 22 0 22 22 2
2
2
2
2
2 22 2
2
2
2
2
2
2
2
2
2 22 22 2
2
2
2
2
2
wad
robe
upto
date
Cor
rela
tion
.6
53
.3
29
-.0
10
-.0
91
.24
6
1.0
00
.0
50
.
3
1
9
.3
8
3
.
1
4
6
.1
68
-.
0
5
1
.
2
0
0
.0
3
3
.2
7
6
.7
3
9
.6
69
.6
19
-.
0
3
4
.
6
5
8
.0
6
0
Sig
nifi
can
ce
(2-
taile
d)
.0
01
.1
16
.96
4
.67
2
.24
7 . .8
17
.
1
2
8
.0
6
5
.
4
9
7
.4
34
.8
1
2
.
3
4
9
.8
7
8
.1
9
2
.0
0
0
.0
00
.0
01
.8
7
5
.
0
0
0
.7
8
1
df 22 22 22 22 22 0 22 2
2
2
2
2
2 22 2
2
2
2
2
2
2
2
2
2 22 22 2
2
2
2
2
2
expe
n.br
and
my
choi
ce
Cor
rela
tion
.3
47
.1
35
.17
6
-.0
83
.19
1
.05
0
1.
00
0
.
4
5
0
.4
9
1
.
3
1
3
-.2
35
-.
1
5
0
.
5
2
6
.1
3
6
.2
6
4
.0
9
3
.0
85
-.0
38
.1
7
0
.
1
7
9
.1
4
8
Sig
nifi
can
ce
(2-
taile
d)
.0
97
.5
30
.40
9
.70
1
.37
3
.81
7 .
.
0
2
7
.0
1
5
.
1
3
7
.2
69
.4
8
4
.
0
0
8
.5
2
5
.2
1
2
.6
6
5
.6
92
.8
61
.4
2
6
.
4
0
2
.4
9
0
df 22 22 22 22 22 22 0 2
2
2
2
2
2
22 2
2
2
2
2
2
2
2
2
2
22 22 2
2
2
2
2
2

purc
hase
best
prod
uct
Cor
rela
tion .5
76
.1
76
.24
2
.00
6
.23
9
.31
9
.4
50
1
.
0
0
0
.4
0
5
.
2
6
5
.3
84
-.
1
4
6
.
5
5
5
.1
3
2
.2
0
6
.2
2
0
.1
02
.0
88
-.
1
8
2
.
3
2
8
-.
1
9
2
Sig
nifi
can
ce
(2-
taile
d)
.0
03
.4
11
.25
4
.98
0
.26
1
.12
8
.0
27 .
.0
5
0
.
2
1
0
.0
64
.4
9
6
.
0
0
5
.5
3
9
.3
3
5
.3
0
2
.6
37
.6
84
.3
9
5
.
1
1
8
.3
7
0
df 22 22 22 22 22 22 22 0 2
2
2
2 22 2
2
2
2
2
2
2
2
2
2 22 22 2
2
2
2
2
2
favo
rite
bran
ds
Cor
rela
tion
.8
01
.3
33
.41
3
.15
1
.31
1
.38
3
.4
91
.
4
0
5
1.
0
0
0
.
1
8
5
.3
32
.0
9
7
.
5
3
9
.0
0
4
.2
9
9
.2
9
7
.1
87
.1
79
-.
1
9
4
.
3
4
3
-.
3
3
6
Sig
nifi
can
ce
(2-
taile
d)
.0
00
.1
12
.04
5
.48
2
.13
9
.06
5
.0
15
.
0
5
0
.
.
3
8
6
.1
13
.6
5
3
.
0
0
7
.9
8
4
.1
5
6
.1
5
9
.3
81
.4
03
.3
6
4
.
1
0
1
.1
0
9
df 22 22 22 22 22 22 22 2
2 0 2
2 22 2
2
2
2
2
2
2
2
2
2 22 22 2
2
2
2
2
2
man
y
bran
ds to
cho
ose
Cor
rela
tion .1
08
.4
39
.14
5
.09
8
-.0
47
.14
6
.3
13
.
2
6
5
.1
8
5
1
.
0
0
0
-.0
85
.0
1
9
.
4
6
3
.0
0
8
-.
4
4
5
.3
2
6
.2
23
.4
11
.0
1
8
.
1
1
5
.3
5
6
Sig
nifi
can
ce
(2-
taile
d)
.6
15
.0
32
.49
8
.65
0
.82
9
.49
7
.1
37
.
2
1
0
.3
8
6
. .6
93
.9
3
0
.
0
2
3
.9
7
0
.0
2
9
.1
2
0
.2
95
.0
46
.9
3
2
.
5
9
2
.0
8
7

df 22 22 22 22 22 22 22 2
2
2
2 0 22 2
2
2
2
2
2
2
2
2
2 22 22 2
2
2
2
2
2
buy
at
sale
pric
es
Cor
rela
tion
.4
92
-.0
09
-.1
51
.20
9
.24
0
.16
8
-.
23
5
.
3
8
4
.3
3
2
-.
0
8
5
1.
00
0
.0
3
7
-.
0
9
2
-.
1
7
2
-.
0
6
2
-.
0
8
4
-.1
85
-.0
02
-.
4
9
8
-.
0
2
3
-.
6
8
8
Sig
nifi
can
ce
(2-
taile
d)
.0
15
.9
68
.48
0
.32
7
.25
9
.43
4
.2
69
.
0
6
4
.1
1
3
.
6
9
3
.
.8
6
3
.
6
6
9
.4
2
2
.7
7
3
.6
9
6
.3
86
.9
92
.0
1
3
.
9
1
4
.0
0
0
df 22 22 22 22 22 22 22 2
2
2
2
2
2 0 2
2
2
2
2
2
2
2
2
2 22 22 2
2
2
2
2
2
plan
your
shop
ping
Cor
rela
tion
.1
90
.3
48
.16
8
.17
1
.32
2
-.0
51
-.
15
0
-.
1
4
6
.0
9
7
.
0
1
9
.0
37
1.
0
0
0
-.
0
2
5
.5
1
1
-.
0
4
3
.2
6
4
.3
56
.2
91
.4
8
3
.
1
4
2
-.
1
4
8
Sig
nifi
can
ce
(2-
taile
d)
.3
74
.0
96
.43
2
.42
4
.12
5
.81
2
.4
84
.
4
9
6
.6
5
3
.
9
3
0
.8
63 .
.
9
0
6
.0
1
1
.8
4
0
.2
1
3
.0
88
.1
68
.0
1
7
.
5
0
9
.4
9
1
df 22 22 22 22 22 22 22 2
2
2
2
2
2 22 0 2
2
2
2
2
2
2
2 22 22 2
2
2
2
2
2
new
est
style
outfi
t
Cor
rela
tion
.4
24
.2
67
.52
9
-.1
80
.29
1
.20
0
.5
26
.
5
5
5
.5
3
9
.
4
6
3
-.0
92
-.
0
2
5
1
.
0
0
0
.3
3
3
.0
8
9
.3
3
1
.1
24
.1
98
.1
8
7
.
4
5
7
.0
2
7

Sig
nifi
can
ce
(2-
taile
d)
.0
39
.2
07
.00
8
.39
9
.16
8
.34
9
.0
08
.
0
0
5
.0
0
7
.
0
2
3
.6
69
.9
0
6
.
.1
1
2
.6
8
1
.1
1
4
.5
64
.3
53
.3
8
3
.
0
2
5
.9
0
0
df 22 22 22 22 22 22 22 2
2
2
2
2
2 22 2
2 0 2
2
2
2
2
2 22 22 2
2
2
2
2
2
plea
sant
acti
vity
Cor
rela
tion
.0
79
.0
42
.16
8
.11
4
.61
6
.03
3
.1
36
.
1
3
2
.0
0
4
.
0
0
8
-.1
72
.5
1
1
.
3
3
3
1.
0
0
0
.1
7
1
.2
4
7
.1
52
.2
12
.5
9
1
.
2
4
7
.0
1
0
Sig
nifi
can
ce
(2-
taile
d)
.7
14
.8
45
.43
3
.59
5
.00
1
.87
8
.5
25
.
5
3
9
.9
8
4
.
9
7
0
.4
22
.0
1
1
.
1
1
2
.
.4
2
4
.2
4
4
.4
77
.3
20
.0
0
2
.
2
4
6
.9
6
5
df 22 22 22 22 22 22 22 2
2
2
2
2
2 22 2
2
2
2 0 2
2
2
2 22 22 2
2
2
2
2
2
well
kno
wn
bran
d
Cor
rela
tion
.3
04
-.0
58
.04
9
-.0
26
.27
5
.27
6
.2
64
.
2
0
6
.2
9
9
-.
4
4
5
-.0
62
-.
0
4
3
.
0
8
9
.1
7
1
1.
0
0
0
.1
9
9
.3
00
.0
66
.0
0
3
.
2
0
7
-.
1
2
4
Sig
nifi
can
ce
(2-
taile
d)
.1
49
.7
89
.82
2
.90
5
.19
3
.19
2
.2
12
.
3
3
5
.1
5
6
.
0
2
9
.7
73
.8
4
0
.
6
8
1
.4
2
4
.
.3
5
2
.1
54
.7
60
.9
9
0
.
3
3
1
.5
6
4
df 22 22 22 22 22 22 22 2
2
2
2
2
2 22 2
2
2
2
2
2 0 2
2 22 22 2
2
2
2
2
2
your
inco
me
Cor
rela
tion
.4
19
.5
18
.29
5
.02
3
.30
2
.73
9
.0
93
.
2
2
0
.2
9
7
.
3
2
6
-.0
84
.2
6
4
.
3
3
1
.2
4
7
.1
9
9
1.
0
0
0
.8
83
.8
26
.2
7
5
.
7
9
5
.3
2
5

Sig
nifi
can
ce
(2-
taile
d)
.0
41
.0
10
.16
2
.91
6
.15
1
.00
0
.6
65
.
3
0
2
.1
5
9
.
1
2
0
.6
96
.2
1
3
.
1
1
4
.2
4
4
.3
5
2
. .0
00
.0
00
.1
9
3
.
0
0
0
.1
2
2
df 22 22 22 22 22 22 22 2
2
2
2
2
2 22 2
2
2
2
2
2
2
2 0 22 22 2
2
2
2
2
2
age
bet
wee
n
Cor
rela
tion
.3
77
.4
29
.10
3
-.0
43
.15
8
.66
9
.0
85
.
1
0
2
.1
8
7
.
2
2
3
-.1
85
.3
5
6
.
1
2
4
.1
5
2
.3
0
0
.8
8
3
1.
00
0
.7
29
.3
3
3
.
6
1
3
.3
4
8
Sig
nifi
can
ce
(2-
taile
d)
.0
69
.0
36
.63
1
.84
1
.46
1
.00
0
.6
92
.
6
3
7
.3
8
1
.
2
9
5
.3
86
.0
8
8
.
5
6
4
.4
7
7
.1
5
4
.0
0
0
. .0
00
.1
1
2
.
0
0
1
.0
9
6
df 22 22 22 22 22 22 22 2
2
2
2
2
2 22 2
2
2
2
2
2
2
2
2
2 0 22 2
2
2
2
2
2
your
educ
atio
n
Cor
rela
tion
.2
22
.5
00
.15
1
.13
0
.26
5
.61
9
-.
03
8
.
0
8
8
.1
7
9
.
4
1
1
-.0
02
.2
9
1
.
1
9
8
.2
1
2
.0
6
6
.8
2
6
.7
29
1.
00
0
.1
3
7
.
5
7
2
.3
1
9
Sig
nifi
can
ce
(2-
taile
d)
.2
96
.0
13
.48
1
.54
3
.21
0
.00
1
.8
61
.
6
8
4
.4
0
3
.
0
4
6
.9
92
.1
6
8
.
3
5
3
.3
2
0
.7
6
0
.0
0
0
.0
00 .
.5
2
5
.
0
0
4
.1
2
8
df 22 22 22 22 22 22 22 2
2
2
2
2
2 22 2
2
2
2
2
2
2
2
2
2 22 0 2
2
2
2
2
2
your
ethn
icity
Cor
rela
tion
-.0
57
.0
65
.11
3
-.0
20
.17
6
-.0
34
.1
70
-.
1
8
2
-.
1
9
4
.
0
1
8
-.4
98
.4
8
3
.
1
8
7
.5
9
1
.0
0
3
.2
7
5
.3
33
.1
37
1.
0
0
0
.
1
3
0
.3
3
4

Sig
nifi
can
ce
(2-
taile
d)
.7
92
.7
64
.59
8
.92
5
.41
0
.87
5
.4
26
.
3
9
5
.3
6
4
.
9
3
2
.0
13
.0
1
7
.
3
8
3
.0
0
2
.9
9
0
.1
9
3
.1
12
.5
25 .
.
5
4
3
.1
1
0
df 22 22 22 22 22 22 22 2
2
2
2
2
2 22 2
2
2
2
2
2
2
2
2
2 22 22 0 2
2
2
2
your
pric
e for
prd
Cor
rela
tion .4
60
.3
22
.39
8
-.3
11
.26
6
.65
8
.1
79
.
3
2
8
.3
4
3
.
1
1
5
-.0
23
.1
4
2
.
4
5
7
.2
4
7
.2
0
7
.7
9
5
.6
13
.5
72
.1
3
0
1
.
0
0
0
.0
4
1
Sig
nifi
can
ce
(2-
taile
d)
.0
24
.1
25
.05
4
.13
9
.21
0
.00
0
.4
02
.
1
1
8
.1
0
1
.
5
9
2
.9
14
.5
0
9
.
0
2
5
.2
4
6
.3
3
1
.0
0
0
.0
01
.0
04
.5
4
3
.
.8
5
0
df 22 22 22 22 22 22 22 2
2
2
2
2
2 22 2
2
2
2
2
2
2
2
2
2 22 22 2
2 0 2
2
your
gen
der
Cor
rela
tion
-.4
26
.2
37
-.0
19
-.0
73
-.2
24
.06
0
.1
48
-.
1
9
2
-.
3
3
6
.
3
5
6
-.6
88
-.
1
4
8
.
0
2
7
.0
1
0
-.
1
2
4
.3
2
5
.3
48
.3
19
.3
3
4
.
0
4
1
1.
0
0
0
Sig
nifi
can
ce
(2-
taile
d)
.0
38
.2
65
.93
1
.73
4
.29
3
.78
1
.4
90
.
3
7
0
.1
0
9
.
0
8
7
.0
00
.4
9
1
.
9
0
0
.9
6
5
.5
6
4
.1
2
2
.0
96
.1
28
.1
1
0
.
8
5
0
.
df 22 22 22 22 22 22 22 2
2
2
2
2
2 22 2
2
2
2
2
2
2
2
2
2 22 22 2
2
2
2 0