Table 6

Results of the steel’s multiple comparison test on the distribution of purchase intention by attribute

CategoryBreakdownControlTreatmentp
Age (H2-1)Under 40 (633 people)Group 1Group 20.963
Group 1Group 30.049
Group 1Group 40.016
Group 1Group 5<0.001
Over 40 (867 people)Group 1Group 20.228
Group 1Group 30.899
Group 1Group 40.376
Group 1Group 51.000
Sex (H2-2)Male (778 people)Group 1Group 20.932
Group 1Group 30.180
Group 1Group 40.443
Group 1Group 50.026
Female (722 people)Group 1Group 20.795
Group 1Group 30.971
Group 1Group 40.980
Group 1Group 50.787
Annual income(H2-3)Below average (Under 4 million yen; 599 people)Group 1Group 20.729
Group 1Group 31.000
Group 1Group 41.000
Group 1Group 50.914
Above average (over 4 million yen; 901 people)Group 1Group 20.974
Group 1Group 30.376
Group 1Group 40.637
Group 1Group 50.026
Price consciousness (H2-4)High (818 people)Group 1Group 20.842
Group 1Group 30.999
Group 1Group 41.000
Group 1Group 50.661
Low (682 people)Group 1Group 20.950
Group 1Group 30.286
Group 1Group 40.656
Group 1Group 50.028
Frequency of cooking (H2-5)High (two or more times a week; 868 people)Group 1Group 20.996
Group 1Group 30.588
Group 1Group 41.000
Group 1Group 50.670
Low (Less than once a week; 632 people)Group 1Group 20.836
Group 1Group 30.993
Group 1Group 40.667
Group 1Group 50.026

Note: Italic indicates significance

Source: Authors’ own work
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