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Haochi Food

Background
Haochi Food Corporation is China’s largest food company and it is caught in the latest tainted milk and baby cereal scandal. This brings heavy financial losses and great brand damage to the firm. After fixing the quality problem and the crisis is over, the management hired a consultant to do a research to find out whether rebranding of its products is necessary to regain its customer confidence. The current paper will analyze the data collected from the research. Through using statistical methodology, it tries to find out the relationship among loyalty, awareness, attitude, preference and intention and how loyalty is affected by the other four variables.

Methodology.

Frequency, regression model; one sample T test, independent sample, paired sample and one way ANOVA test will be applied for conducting the results and finding. Frequency will provide the whole view of the data. Regression model will test whether awareness, attitude, preference and intention would give a significant explanatory power for loyalty, whether a linear relationship exists and how they affect the dependent variable (loyalty). One sample T text would compare the degree of awareness with a targeting level under a certain significant level.
Independent sample test will justify whether countryside and city would differentiate in the degree of awareness. Paired test would indicate whether awareness and loyalty are on a different level. One way ANOVA would show whether the usage level would differentiate through different variables (loyalty, awareness, preference, attitude and intention).

5% of significant level will be chose to do the entire following hypothesis test. Obviously, the lower the critical probability, the smaller is the risk of a type 1 error . At the same time, the smaller the significance level, the less is the rejection region, the greater chance of accepting it, and so the greater is the risk of a Type 2 error. In this case, we assume that Type 2 error is...