Table 4 χ 2 test, Fisher's exact test...

Table 4

χ² test, Fisher's exact test and t-test results comparing differences between samples in relation to consumers' preference, purchase intention and willingness to pay*

Consumers' preference
	Cheese			Cured ham			Olive oil
	χ² (df = 2)	p-value	Fisher's exact test (df = 2) (p-value)	χ² (df = 2)	p-value	Fisher''s exact test (df = 2) (p-value)	χ² (df = 2)	p-value	Fisher's exact test (df = 2) (p-value)
PDO branded vs PDO blind	0.084 (5.991)	0.959	0.659	0.064 (5.991)	0.969	1.000	0.053 (5.991)	0.974	0.684
CC branded vs CC blind	0.059 (5.991)	0.971	0.874	0.024 (5.991)	0.988	0.789	0.154 (5.991)	0.926	0.514
PDO branded vs CC branded	0.234 (5.991)	0.889	0.904	0.232 (5.991)	0.891	0.782	0.099 (5.991)	0.952	0.276
PDO blind vs CC blind	0.190 (5.991)	0.909	0.632	0.094 (5.991)	0.954	0.590	0.003 (5.991)	0.999	0.943

Consumers' preference
	Cheese			Cured ham			Olive oil
	χ² (df = 2)	p-value	Fisher's exact test (df = 2) (p-value)	χ² (df = 2)	p-value	Fisher''s exact test (df = 2) (p-value)	χ² (df = 2)	p-value	Fisher's exact test (df = 2) (p-value)
PDO branded vs PDO blind	0.084 (5.991)	0.959	0.659	0.064 (5.991)	0.969	1.000	0.053 (5.991)	0.974	0.684
CC branded vs CC blind	0.059 (5.991)	0.971	0.874	0.024 (5.991)	0.988	0.789	0.154 (5.991)	0.926	0.514
PDO branded vs CC branded	0.234 (5.991)	0.889	0.904	0.232 (5.991)	0.891	0.782	0.099 (5.991)	0.952	0.276
PDO blind vs CC blind	0.190 (5.991)	0.909	0.632	0.094 (5.991)	0.954	0.590	0.003 (5.991)	0.999	0.943

Purchase intention
	Cheese			Cured ham			Olive oil
	χ² (df = 4)	p-value	Fisher's exact test (df = 4) (p-value)	χ²	p-value	Fisher's exact test (df = 4) (p-value)	Observed χ²	p-value	Fisher's exact test (df = 4) (p-value)
PDO branded vs PDO blind	0.145 (9.488)	0.997	0.426	0.371 (9.488)	0.985	0.967	0.075 (9.488)	0.999	0.807
CC branded vs CC blind	0.127 (9.488)	0.998	0.714	0.190 (9.488)	0.966	0.475	0.191 (9.488)	0.996	0.492
PDO branded vs CC branded	0.328 (9.488)	0.988	0.399	0.360 (9.488)	0.986	0.249	0.087 (9.488)	0.999	0.848
PDO blind vs CC blind	0.197 (9.488)	0.995	0.677	0.210 (9.488)	0.995	0.672	0.126 (9.488)	0.998	0.797

Purchase intention
	Cheese			Cured ham			Olive oil
	χ² (df = 4)	p-value	Fisher's exact test (df = 4) (p-value)	χ²	p-value	Fisher's exact test (df = 4) (p-value)	Observed χ²	p-value	Fisher's exact test (df = 4) (p-value)
PDO branded vs PDO blind	0.145 (9.488)	0.997	0.426	0.371 (9.488)	0.985	0.967	0.075 (9.488)	0.999	0.807
CC branded vs CC blind	0.127 (9.488)	0.998	0.714	0.190 (9.488)	0.966	0.475	0.191 (9.488)	0.996	0.492
PDO branded vs CC branded	0.328 (9.488)	0.988	0.399	0.360 (9.488)	0.986	0.249	0.087 (9.488)	0.999	0.848
PDO blind vs CC blind	0.197 (9.488)	0.995	0.677	0.210 (9.488)	0.995	0.672	0.126 (9.488)	0.998	0.797

Willingness to pay
	Cheese		Cured ham		Olive oil
	t-test (df = 118)	p-value	t-test (df = 118)	p-value	t-test (df = 118)	p-value
PDO branded vs PDO blind	−3.691 (1.980)	0.000	−2.053 (1.980)	0.042	−5.098 (1.980)	<0.0001
CC branded vs CC blind	−1.645 (1.980)	0.103	1.024 (1.980)	0.308	−0.300 (1.980)	0.765
PDO branded vs CC branded	4.829 (1.980)	<0.0001	3.741 (1.980)	0.000	3.083 (1.980)	0.003
PDO blind vs CC blind	2.636 (1.980)	0.010	0.652 (1.980)	0.516	−1.722 (1.980)	0.088

Willingness to pay
	Cheese		Cured ham		Olive oil
	t-test (df = 118)	p-value	t-test (df = 118)	p-value	t-test (df = 118)	p-value
PDO branded vs PDO blind	−3.691 (1.980)	0.000	−2.053 (1.980)	0.042	−5.098 (1.980)	<0.0001
CC branded vs CC blind	−1.645 (1.980)	0.103	1.024 (1.980)	0.308	−0.300 (1.980)	0.765
PDO branded vs CC branded	4.829 (1.980)	<0.0001	3.741 (1.980)	0.000	3.083 (1.980)	0.003
PDO blind vs CC blind	2.636 (1.980)	0.010	0.652 (1.980)	0.516	−1.722 (1.980)	0.088

Note(s): *χ² test parameters: α-value = 0.05; values in brackets indicate the critical χ²

Student t-test parameters: α-value = 0.05; values in brackets indicate the critical t-value; Italic values are those that have been found as statistically significant

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