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% | |||||