Based on the analysis researcher found that there was no significant difference between the observed and expected values of the few demographic factors between lifestyles of the respondents. However, there was significant difference between the observed and expected values of the few demographic factors between lifestyles of the respondents.
Null Hypothesis was accepted and it was statistically significant at 5% level of probability in the following demographic factors. Alternate hypothesis was rejected because there is no significant different among the consumers belonging to three different clusters in the following demographic factors.
The significance level of the Age was 0.008, so there is no significant difference among the consumers belonging to the three different clusters. The significance level of the Family income was 0.02, so there is no significant difference among the consumers belonging to the three different clusters. The significance level of the Nature of Residence was 0.000, so there is no significant difference among the consumers belonging to the three different clusters. The significance level of the type of residence was 0.001, so there is no significant difference among the consumers belonging to the three different clusters