| Factor |
Part worth level |
Significance levels (%) |
| Brand |
| R |
-0.0702 |
16.39 |
| B |
0.0702 |
| Packing |
| Bottle (225 ml) |
0.0113 |
31.78 |
| Bottle (250 ml) |
-0.0911 |
| Can (225 ml) |
0.1768 |
| Can (250 ml) |
-0.0971 |
|
| Selling Point |
| Markets |
0-.0023 |
7.40 |
| Bars and Night Clubs |
0.0023 |
|
| Price |
| 2.00 NTL |
0.0845 |
23.84 |
| 2.40 NTL |
0-.1399 |
| 2.68 NTL |
0.0555 |
|
| CAFFEINE AMOUNT |
| Low (150 mg) |
0.0543 |
20.59 |
| Medium (250 mg) |
0.0445 |
| High (320 mg) |
-0.0988 |
| Constant |
2.8243 |
|
| Total |
|
100.00 |
Pearson’s R= 0,763
Significance = 0,0003 |
Kendall’s tau= 0.617
Significance= 0.0004 |
|
