BUA 378 Lecture 9: Lab 2 Report
20 Jan 2016
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Document Summary
Fresh samantha management requested a study to identify influences on the usage of their brand among juice consumers and determine the nature of those influences. A survey was conducted among a random sample of 300 households from the fruit juice consuming population in boston and manchester. The survey measured the importance of 10 dimensions of the product and the brand, as well as awareness and trial patronage of the brand. The data has been analyzed with a simple cross tabulation (age) and analyses of variance to help fresh. Samantha management better understand their target market, those who patronize their juice (fresh. Management believes that fresh samantha triers will be no older or younger than those who are aware of the brand, but have not tried it. Management also hypothesizes that fresh samantha triers will be no more sensitive to the company being socially concerned, the naturalness of the product, or the perceived value for their money, than aware non-triers.
