The equation used to demonstrate that there
are two groups of consumers with different
bahaviour patterns clearly exceeds the critical
limit for a signifi cance level of 0.05, which means
that the null hypothesis of homogeneity in the
logit function can be rejected. In consequence, it
can be stated that groups established according to
household loyalty have coeffi cients that are
statistically different (hypothesis 3). As both panels
coincide, the consistency of these results is
confi rmed, thereby demonstrating that there are
two consumer groups whose reactions, purchase
behaviour patterns and probable brand choice
differ substantially.