Refer to Example, In segmenting the breakfast cereal market, a food manufacturer uses health and diet consciousness as the segmentation variable. Four segments are developed:
1. Concerned about eating healthy foods
2. Concerned primarily about weight
3. Concerned about health because of illness
A survey was undertaken and each person was asked how often they ate a healthy breakfast (defined as cereal and/or fruit). The responses are:
The responses and the market segments of each respondent were recorded. Can we infer that there are differences in frequency of healthy breakfasts between the market segments?