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With respect to HA1 that there is a significant association between gender and the period of time respondents have been with their current cell phone brand, the Pearson's chi-square test was performed. Table 6 shows the results of a cross-tabulation between respondents' gender and the period they have been using their current cell phone brand.
TABLE 6: A CROSS-TABULATION OF RESPONDENTS' GENDER AND HOW LONG THEY HAVE BEEN USING THEIR CURRENT CELL PHONE BRAND
Gender Less than 6 months 6 months or longer but less than 1 year 1 year or longer but less than 3 years
Period using current cell phone brand
3 years or longer but less than 5 years 5 years or longer but less than 10 years 10 years or longer Total
Male 21
11.9% 39
22.2% 66
37.5% 33
18.8% 10
5.7% 7
4.0% 176
100%
Female 28
14.4% 33
16.9% 79
40.5% 20
10.3% 22
11.3% 13
6.7% 195
100% Total 49
13.2% 72
19.4% 145
39.1% 53
14.3% 32
8.6% 20
5.4% 371
100%
From the cross-tabulation it can be seen that more male respondents have been using their current cell phone brand for 3 years or longer but less than 5 years (18.8%) than female respondents (10.3%), while more female respondents have been using their current cell phone brand for 5 years and longer [18% (11.3%) + (6.7%)] than male respondents [9.7% (5.7%) + (4%)]. The Pearson's chi- squared test was performed to determine whether a statistically significant association exists between respondents' gender and the period they have been using their current cell phone brand. The test indicated a significant, albeit weak, association between gender and the period of time respondents have been using their current cell phone brand ( χ2 = 11.211, p-value = 0.047 & phi = 0.174). From the analysis it could be determined that females are associated with being with their current cell phone brand for a longer time than males.
With respect to HA1 that there is a significant association between gender and the period of time respondents have been with their current cell phone brand can therefore be accepted, since females are associated with being with their current cell phone brand for longer than males.
Hypothesis 2 With respect to HA2 that there is a significant difference in the level of brand loyalty males and
females exhibit towards their current cell phone brand, the Independent samples t-test indicates that females agree significantly more with four of the seven items measuring brand loyalty towards their current cell phone brands than males (refer to table 6). The items with which females agree significantly more than males, include:
'
A GENDER PERSPECTIVE OF BRAND LOYALTY IN THE SOUTH AFRICAN CELL PHONE INDUSTRY 349