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Table 3 Confidence vs. attributes for various product categories by product category: contingence table*

From: An empirical analysis on technophobia/technophilia in consumer market segmentation

   Are they natural? Are they safe? Are they nutritious? Are they gratifying? Are they flavoursome? Do they help the environment?
   No Yes No Yes No Yes No Yes No Yes No Yes
Do you trust organic products? No 74.1% 25.9% 75.9% 24.1%         
  Yes 25.3% 74.7% 45.1% 54.9%         
Do you trust short-chain products? No 55.7% 44.3% 77.0% 23.0%        82.0% 18.0%
  Yes 43.9% 56.1% 62.6% 37.4%        65.6% 34.4%
Do you trust typical products? No 77.8% 22.2% 77.8% 22.2%        77.8% 22.2%
  Yes 26.6% 73.4% 62.4% 37.6%        88.1% 11.9%
Do you trust frozen ready dishes? No    79.8% 20.2%    65.1% 34.9%     
  Yes    70.1% 29.9%    74.5% 25.5%     
Do you trust diet products? No 95.0% 5.0% 77.7% 22.3% 87.6% 12.4%       
  Yes 88.9% 11.1% 54.9% 45.1% 77.1% 22.9%       
Do you trust functional foods? No 97.3% 2.7% 77.6% 22.4% 77.6% 22.4%    66.1% 33.9%   
  Yes 89.5% 10.5% 41.9% 58.1% 55.2% 44.8%    86.6% 13.4%   
  1. *Only statistically significant relationships are included in the table.