Table 4.
Coefficients in regression equation for the general linear model (willingness to purchase vs. liking towards taste, liking towards package and package concept).
| Variable | Coefficient (Coef.) | SE Coef. | T-value | P-value |
|---|---|---|---|---|
| Liking towards Taste | 0.732 | 0.052 | 14.2 | <0.001 |
| Liking towards package | 0.027 | 0.007 | 3.86 | <0.001 |
| Bold | -0.988 | 0.275 | -3.59 | <0.001 |
| Fun | 0.199 | 0.275 | 0.72 | 0.470 |
| Everyday | 0.356 | 0.273 | 1.30 | 0.194 |
| Special | 0.702 | 0.282 | 2.49 | 0.013 |
| Healthy | 0.523 | 0.280 | 1.87 | 0.063 |
| Premium | -0.791 | 0.285 | -2.78 | 0.006 |
The coefficient for liking towards taste is higher than the coefficients of liking towards packaging and the packaging concepts.
Coef. = Coefficient, SE – Standard Error, T-value = Test statistic, P-value = Significant level (α = 0.05).