We are studying the preference of consumers towards local or global brand in fast food industry. The main hypothesis is that "consumers prefer global brands more than the local brands in fast food industry". The respondents were asked to select the brand of fast food which they prefer the most from a list of brands comprising of 4 local and 4 global brands. For the final categorize the responses into two groups local and global. The variable brand preference has been studied using a set of 13 statements for which a 7-point likert scale is used (1=strongly disagree and 7 = strongly agree). Please suggest what tests we may apply to test this hypothesis.
My student, just finished his research for his doctoral thesis. He is using SEM to study consumer ethnocentrism, country of origin and animosity as independent variables to test the willingness to buy. Whereby he used product judgment as Mediating Variable. SEM analysis by using AMOS software has been very useful.
Wish it would be great help to your study of brand preference. ...?
I think one very simple way to test your hypothesis and answer your research question provided you have a probabiliy sample would be to use two sample t-test. Since you have agreement scores for brand type: local vs global brands. A t-test of means will compare mean preference agreement across two groups.
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One way ANOVA can tell whethere there is significant difference in preference between local and global brands. However to test which has a higher preference it may be followed by a Post-Hoc analysis using Tukeys test.
If you don`t have any other antecedent, use one way ANOVA with your categorical variable as factor and brand preference as dependent variable. But it could be nice if you incorporate such hipothesis as a moderator effect between brand preference and another potential antecedent. For such moderator hipothesis you can use a multigroup analysis with SEM.
one way anova is a difference test. this test only determines if there is any difference between groups (global vs. local). In order to detect which one is more preferred, you may use frequency analysis, I think. However, it is not a hypothesis analysis. If you want to apply hypothesis test, you need to add another independent or dependent variable to your model.
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