Business Essay

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BRAND EXTENSION SUCCESS FACTORS Data analysis report template BRAND EXTENSION NAME: __Red Bull Black Tea_____________ Respondent demographics To examine gender, we conducted a _Frequencies____ analysis with the gender variable. The results show that _69.2__% of respondents were male and 30.8% were female. To examine age, we conducted __ Frequencies __ analysis with the age variable. The results show that the age of most respondents was _26-40____. To examine familiarity with our brand, we conducted __one sample t-test___ analysis with the familiar variable. The results show that overall brand familiarity [was above than 4] which indicates that [familiarity of Red Bull is high]. Please select your gender. | | Frequency | Percent | Valid Percent | Cumulative Percent | Valid | Male | 36 | 69.2 | 69.2 | 69.2 | | Female | 16 | 30.8 | 30.8 | 100.0 | | Total | 52 | 100.0 | 100.0 | | Please indicate your age group: | | Frequency | Percent | Valid Percent | Cumulative Percent | Valid | 17-25 | 21 | 40.4 | 40.4 | 40.4 | | 26-40 | 26 | 50.0 | 50.0 | 90.4 | | 41+ | 5 | 9.6 | 9.6 | 100.0 | | Total | 52 | 100.0 | 100.0 | | One-Sample Statistics | | N | Mean | Std. Deviation | Std. Error Mean | How familiar are you with the brand Red Bull?-Not familiar at all:Very familiar | 52 | 6.02 | 1.129 | .157 | One-Sample Test | | Test Value = 4 | | t | df | Sig. (2-tailed) | Mean Difference | 95% Confidence Interval of the Difference | | | | | | Lower | Upper | How familiar are you with the brand Red Bull?-Not familiar at all: Very familiar | 12.900 | 51 | .000 | 2.019 | 1.70 | 2.33 | Target market’s attitude toward the parent brand H1: The target market has a positive attitude toward Red Bull. To test hypothesis 1, we conducted a(n) __one sample t-test________ analysis with the brand ATT variable. The

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