Table 4.
Willingness to Pay Higher Prices: Ordered Multivariable Logistic Regression (Sample Includes All Users)*
| Brand equity factors | Protector Plus | Free/Government | ||
|---|---|---|---|---|
| Odds Ratio | p-value | Odds Ratio | p-value | |
| Satisfaction/loyalty | 2.17 | <0.001 | 1.68 | 0.038 |
| Perceived quality | 0.84 | 0.434 | 1.88 | 0.042 |
| Leadership/popularity | 1.44 | 0.073 | 1.00 | 0.987 |
| Perceived value | 1.09 | 0.675 | 3.08 | <0.001 |
| Brand personality | 1.83 | 0.007 | 1.20 | 0.480 |
| Market Barriers | 1.70 | <0.001 | n/a | |
*Co-variates include age, education, marriage status, and SES