H3b. “The store is the main communication channel at the evaluation stage” is accepted.
As in the previous phase, the average importance of each channel is higher for women than men, although the rankings are the same. There is no difference among regions (all probabilities associated with F-values for ANOVAs are greater than 5 percent). In the future, respondents will continue to favor stores, with an average of 6 out of 7. Internet use comes in third with an average of 4.4 out of 7, preceded by ads (average 1⁄4 4.56). ANOVA results show no difference among regions.