Question

Brand loyalty and the Chicago Cubs. According to literature on brand loyalty, consumers who are loyal to a brand are likely to consistently select the same product. This type of consistency could come from a positive childhood association. To examine brand loyalty among fans of the Chicago Cubs, 371 Cubs fans among patrons of a restaurant located in Wrigleyville were surveyed prior to a game at Wrigley Field, the Cubs’ home field.34 The respondents were classified as “die-hard fans” or “less loyal fans.” Of the 134 die-hard fans, 90.3% reported that they had watched or listened to Cubs games when they were children. Among the 237 less loyal fans, 67.9% said that they had watched or listened as children.

(a) Find the numbers of die-hard Cubs fans who watched or listened to games when they were children. Do the same for the less loyal fans.

(b) Use a significance test to compare the die-hard fans with the less loyal fans with respect to their childhood experiences relative to the team.

(c) Express the results with a 95% confidence interval for the difference in proportions.

Brand loyalty in action. The study mentioned
in the previous exercise found that two-thirds of the die-hard fans attended Cubs games at least once a month, but only 20% of the less loyal fans attended this often. Analyze these data using a significance test and a confidence interval. Write a short summary of your findings.

Answer 1

a)

X = np^

for die-hard

134 * 0.903 = 121

for loyal fans

237 * 0.679 = 160.923 = 161

b)

c)