SYMBIOSIS CENTER FOR MANAGEMENT STUDIES, NOIDA

BATCH: 2012-2015

Comparative study of shopping behavior (attitude) towards local versus foreign brands

Submitted to: Submitted by:

Dr. Anubha Vashisht Promita Majumdar

Sheryl Mehra

Kritika Ghai

ABSTRACT

The purpose of the study is to investigate, in an emerging market, consumer attitudes towards

local and foreign brand purchases against a background of factors like Prices, Style, Product

quality and services etc.

This study was conducted in order to determine the consumer preferences of global brands

instead of local ones. It is also designed to find out the buying behavior patterns of young and

middle aged consumers. Consumer evaluates products based on information cues, which are

intrinsic and extrinsic. A number of factors affect the consumer purchase decisions. The results

suggest that most important factors that influence a consumer’s final decision are the price and

quality of the product in question. Since the consumers usually associate the price of the brand

with its quality, a brand priced too low is generally perceived as a low quality product. Similarly,

a product priced too high may not be affordable by many. Usually it is perceived that the quality

of foreign brands is generally higher and superior to local brands. Most consumers also associate

greater durability of products with foreign brands and comparative low prices of products with

local brands.

Indian consumers are not prejudiced against foreign brand names. In fact, they evaluate foreign

branded products higher on technology, quality, status and esteem than Indian brands and

attribute higher credibility too.

Other factors that have an impact on the consumer preferences are: consumer ethnocentrism,

social status, price relativity with the competing brands and family and friends.

The research was conducted and the samples selected included 70 people belonging to 25 years

and above. The data collected for the research was through a questionnaire and was conducted

randomly on people who seemed interested in shopping. Calculations were then analyzed and

interpreted using a percentage of respondents and through frequency distribution tables and

charts.

ACKNOWLEGEMENT

This project wouldn’t have been possible without the kind support and help of many people. So,

we would like to express our deep gratitude to all.

We are highly grateful to our project guide and mentor , Dr. Anubha Vashisht, for her guidance

and constant supervision as well as for providing all the valuable information and insights

required for the project.

Also, her kind cooperation and support throughout, has helped us finish our project on time.

We would like to express my special gratitude towards my parents & members of Symbiosis

Centre for Management Studies for sharing their knowledge and encouragement which helped

me a lot in successful shaping up of the project.

Our thanks and appreciations also go to our friends and people who have willingly helped us out

with their abilities.

Our University, SCMS Noida, has provided us with a great learning experience and a chance to

improve our knowledge about the concepts

THANKYOU ALL.

INTRODUCTION

GLOBAL V/S FOREIGN BRANDS:

This study aims in understanding consumer perception of global brands vs. local brands

in the Indian retail industry. The Indian retail industry is undertaken for the study for the

simple reason being the strong growth of the retail sector in India. Organized retailing is

at its infancy in India and presents huge growth opportunity. Standing on the threshold of

a retail revolution and witnessing a fast changing retail landscape, India is all set to

experience the phenomenon of a global village. India presents a grand opportunity to the

world at large, to use it as a business hub.

The retail trade is highly fragmented in nature and it is often remarked that retail

in India is nascent and mostly unorganized. While it is true that they do not use

technology, they are well aware of the needs and wants of their customers, are aware of

their likes and dislikes and they know what and how much to stock.

However the business of retail in India has seen significant changes in the last few years.

We have seen the emergence of new formats and the application of global concepts

The emergence of store formats like Pantaloons, Shoppers Stop, Big Bazaar and Westside

have changed the retail scenario in our country thus making retail from ‘unorganized’ to

‘organized’.

Many international retailers have also entered the Indian market on the strength of rising

affluence levels of the young Indian population along with the heightened awareness of

global brands, international shopping experiences and the increased availability of retail

real estate space.

Globalization has a lot to do with consumers. Consumers in India are now becoming

more informed, sophisticated and demanding. India is one of the youngest countries in

the world, and the attitudes of the Indian consumers are changing at a rapid pace. With

Globalization more and more Indians are becoming aware of westernized products and

they feel that possession of global brands in front of their social groups (friends and

families) gives them a sense of status and prestige.

This study therefore focuses on the reasons as to why consumers in emerging

markets particularly India prefer foreign brands over local brands and it also proves that

consumption is carried out for reasons such as symbolic consumption, materialism and

depiction of high status and image.

There were days when merely wearing good quality, attractive clothes was considered

fashionable. But gone are those days! Today, one needs to do much more than this to be

seen as a fashion symbol. One also ought to be conscious of the accessories that they

wear to go along with their clothes and their footwear.

FOOTWEAR IN INDIA:

The footwear industry in India is expanding at an incredible rate. The Indian footwear

industry is estimated to be of around 10.15 lakh crores as for now and is believed to

reach 12.34 lakh crores by 2015. It is increasing at a rate of about 15 percent per annum.

Common Indian public is increasingly accepting stylish and branded footwear in their

day to day lives. It has become as important as clothing and apparel for them. Indians

wear various kinds of footwear like shoes, slippers, sandals, boots, flip flops, moccasins,

and many others.

It is easy to come across various brand names when it comes to footwear in India. Bata,

an Indian brand, is the most popular of all the brands in the country. Liberty, Khadims,

Metro Shoes, Relaxo, and Paragon are other sought after Indian brands. Woodland, Nike,

Reebok, Adidas, FILA, and Puma are the most spotted international brands in India.

Branded shoes are the only credible shoes around – or so it is believed.

 

These have become an absolute luxury commodity for even the middle class. Unless your

everyday shoes are not branded, they are of little value now. There are a lot of shoe

brands in India that have existed over many years and have modified their products based

on the tastes of the younger and older generation, with time. Let us have a look at the top

5 footwear brands in India:

Reebok:

Reebok is one of the pioneers in sports and lifestyle products. The brand over the years

has developed and has evolved from one thing to another based on the appeal to the

current generation – which is hat has made them a leader in the sector.

Reebok offers shoes for – girls, boys, men, women, sports, classics etc.

Bata

Bata is the largest maker and retailer in India and has been for years together now. It was

founded in 1931 as Bata Shoe Company Private Limited. Bata’s manufacturing facility

was accredited with ISO: 9001 certification – one of the first in India.

Its major products are for women, children and men.

Nike

Nike is a global leader in  sportswear and casual wear now. The brand that is based out of

Portland, Oregon, has made its mark with the Indian public by and large. It is a leading

brand that has made its mark in sporting gear and apparel. Nika has over 44,000

employees all over the world and a revenue of US $24.1 billion.

Nike has products in the following categories: Men, men’s training, women, women’s

training, kids, golf, running, snowboarding, basketball, skateboarding, football, tennis,

soccer, surfing

Adidas

Adidas has style and elegance and is one of the most sought after she brands in India.  It

was founded by the Dassler brothers – Adi and Rudoph and were the first company to

have launched football sneakers with studs. There was no looking back for them since.

Their products include shoes in the following categories: women, girls men, boys,

adventure, outdoors,  sneakers, canvas, sandals, slippers and sports

Liberty

The brand has been in business for about 50 years or more and is world-famous. Its

present revenue is at about 600 cr INR. It is among the top 5 leather footwear makers and

operates in 25 countries. Liberty has 6000 multi-brand showrooms and about 400

exclusive outlets.  Their products – men, women, boys and girls.

LITERATURE REVIEW

Global brands

‘People are pawns in the hands of giant companies with huge advertising budgets and

global reach. Brands bring something that people think is better than what they feel’.

- (The Economist)

With globalization touching the nooks and corners of every nation a global consumer segment

has arisen whose needs and interests are becoming increasingly homogeneous. The growing

integration of international markets as well as the growth of competition on a worldwide scale

implies that adoption of a global perspective has become increasingly imperative in planning

marketing strategy (Douglas, 1987) .

As the world is shrinking in to a global marketplace, it is increasingly significant to understand

the consumer’s perception of global brands and local brands. Studying consumer perceptions

towards global vs. local brands have substantial implications in marketing and will also serve as

a citation for future research. There would also be several reasons for consumer’s perceptions

and attitudes towards these brands. Thus there is a need to uncover the reasons for consumer’s

preference for global brands over local brands.

Consumer perceptions of global and local brands:

A local brand can be defined as a brand that exists in one country or in a limited geographical

area (Wolfe, 1991). Schuiling et al (2004) point out that local brands belong to a local,

international, or a global firm, they also provide a link between national economy and

individual well-being. Several researchers define global brands as “a brand that is marketed

under the same name in multiple countries with similar and centrally located coordinated

marketing strategies”.Schuiling et al (2004) conducted an exploratory study across some

countries to see how consumers perceive local brands. The study revealed that foreign brands

benefit from strong brand equity and also benefit from higher consumer awareness than local

brands do and they enjoy a strong brand image. They not only benefit from a good quality

image but also from a better value and trust perception than local brands do (Holt et al, 2003).

Value is linked with the fact that prices of local brands are usually lower than those of

international brands, providing consumers as sense of better value for money (Schuiling et al,

2004).

Local brands are perceived as more “down to earth” than an international brand, which means

that local brands offer a more basic/no frills brand proposition. Local brands are also linked

more to local traditions and local cultures than international brands are. It was also found that

trust is an important advantage for local brands because it provides a unique relationship with

consumers that take years to develop. Local brands are not more flexible than global brands in

terms of their marketing activities when they compete in a foreign product category due to

cultural categories being associated with the product category (Eckhardt, 2005). Just as global

brands need to conform to international marketing dictums, local brands sometimes need to

conform to deeply held preconceptions about product category in which they operate.

Consumers prefer global brands because they usually offer more quality and better guarantees

than other products. that perception often serves as a rationale for global brands to charge

premiums. Consumers look to global brands as symbols of cultural ideas. They use brands to

create an imagined global identity that they share with like-minded people. They feel that

“Local brands show them what they are while global brands show them what they want to be”,

global brands often make them feel like citizens of the world, and they somehow give them a

sense of identity (Holt et al, 2004).

Reasons for preferences for global over local brands :

According to Steenkamp, (2003) consumers become perceptive to global brands when

consumers believe the brand is marketed in multiple countries and is recognised as global in

these countries.

Kapferer (1997) suggests that consumers may prefer foreign brands because of associations of

higher prestige. Steenkamp et al (2002) argue that the influence of perceived prestige on

purchase intention is stronger when product category is more conspicuous and its ownership or

consumption is more publicly visible. The world scale of global brands allows people to

associate themselves with globally recognized events (World Soccer Cup, Formula one,

Olympics, etc) and celebrities (Brad Pitt, Beckham etc).

Empirical study conducted by Steenkamp et al (2003) has revealed that prestige is the second

factor driving global brand preference. Foreign brands of most consumer durables and non

durable categories were given significantly higher mean attribute ratings on “status and

esteem” except where “cold drinks and ice creams were concerned”. A study conducted by

Kinra (2006) held that COO credibility of foreign brands was a significant factor influencing

consumer attitudes and preferences as it was correlated highly with “quality” and “higher

status” and esteem.

According to Kapferer (1997), if a brand is viewable as globally available, consumers

may attribute higher quality to the brand because such quality is likely to be thought of as

critical to global acceptance. According to Kirmani and Baumgartner (2000), perceived

quality is defined as a consumer’s evaluation of a brand’s overall excellence based on

intrinsic (e.g. performance, durability) and extrinsic cues (e.g. brand name warranty)

Global brands often appeal to human universals and are purchased to signal membership

in worldwide consumer segments. This signifies that global brands are often seen by

consumers as brands that convey worldwide citizenship, when consumed (Dawar and

Parker, 1994). A number of authors (Appadurai, 1990; Hannerz, 1990) note that media

flows, increased travel, and other factors are creating widely understood symbols and

meanings reflected in global brands that, in turn, communicate membership in the global

consumer community with all its positive connotations (Mc Cracken, 1986). Although

this was being said some twenty years back, this condition has grown eventually stronger.

Global Brands are viewed as luxury goods for an average Indian. The market for luxury

goods has recently experienced a considerable growth. From the above it can be

concluded consumers in developing countries tend to evaluate global brands in terms of better

product and service quality, they also tend to relate global brands as symbols of

social status. The COO of origin has also been found as a significant factor influencing

global brand preferences in terms of status and quality.

OBJECTIVE OF THE STUDY

Through this study, we aim to fulfill the following objectives :

The main objective of study is to draw concrete conclusions about the differences in consumer shopping behavior and perceptions in case of foreign brands and local brands.

To study the reasons for consumer preference of global brands over the local ones.

To find out the product attributes that are mostly considered by consumers when buying a brand and the importance given to the attributes.

RESEARCH PROPOSAL

TOPIC OF RESEARCH: our project aims to do a comparative study of shopping behavior

(attitude) towards local v/s foreign brands.

INTRODUCTION: with the expansion of foreign retailers and the shifts in consumers’ attitudes

and behavior, domestic retailers have felt ever stronger pressure to make their competitive

strategies more effective, so that they can compete against foreign brands.

Strategic positioning has become a critical issue for gaining both a sustained customer count and

a leadership position in the market. The key question is how retailers can get customers to visit

their stores more frequently and buy more merchandise on each store visit. Since the success of

brands depend on consumers, it is important to examine the perceptions about the brand image.

OBJECTIVE: through this study, we aim to find out some important factors which affect the

shopping behavior of the consumers and they vary in case of local brands and foreign brands.

SUB- OBJECTIVE: a comparison between the factors which affect the consumers’ shopping

behavior in case of local brands and foreign brands.

RESEARCH METHODOLOGY

The most suited research method for this study would be a combination of exploratory and

descriptive research. There is a detailed study of the factors under consideration and the method

of study is a survey through a well-designed questionnaire, which is a tool for primary data

collection. Through the questionnaire we attempt to find out the consumer preferences and

choices between local brands and foreign brands which will help in the comparative study. Also,

we will use secondary data for reference about the subject matter.

Sample size: a sample size of about 70 is taken under the study (belonging to mixed age groups

and both gender so as to get a general conclusion). The target population belongs to upper

middle income groups and higher who can generally afford both local and foreign brands.

Sampling method: In this survey, non-probability sampling method will be used under which

convenience sampling techniques will be used to get the required sample size. This technique is

used to draw conclusions about the whole population by studying just a small group of

individuals and convenience sampling will help us gather responses from people as per our

convenience saving time but being the representative of the whole population will give us correct

results for the study. Unlike in other sampling techniques wherein we have certain pattern to

follow for choosing the sample, this method of sampling is easier.

ANALYSIS AND CONCLUSIONS

SECTION 1: PIE CHARTS AND INTERPRETATIONS :

From the above pie chart, we can say that the proportion of male respondents is 37% and the proportion of females is 63% in the total sample size.

From the above figure, we can conclude that the major proportion of the respondents belong to the income category ranging from 1-5 lakh (39%). And 30% of the sample size belongs to the income category of Rs. 5-10 lakh. Rest of the respondents belonging to below 1 lakh monthly income category are 24% of the total sample and a very small proportion of samples(7%) belongs to the income category of 10 lakhs and above.

From the above figure, we can conclude that more than half of the population (52%) prefer to buy both footwear from local brands as well as foreign brands. Whereas, 31% of the respondents

preferably buy foreign branded footwear and 17% of the respondents prefer to shop footwear from local brands/ retailers.

The purpose of this question was to evaluate and discover how important a factor such as price is in determining whether the consumers would go for the domestic brand or stick to the global one if both the products were in the same price range. The results found out that 66% of the consumers would go for the international brands whereas 34% would still purchase the domestic ones.

From the above figure, we conclude that 73% of the respondents believe that customer services are better in foreign brands as compared to local brands. Customer services like attending to the

customers, responding to their needs and a great shopping experience, all these add to the foreign brands being preferred more.

From the above figure we can say that 34% of respondents agree with the notion that people buy

foreign brands so that they can be accepted in a particular social group, where as 44% says that

sometimes and 22% of respondents disagree with the same. This means that almost majority of the

respondents somewhat believe that foreign brands are a status symbol. The results to this questions

confirmed the general perception that exists in our society, that is, the global are purchased as a status

symbol. The youth mainly bought foreign branded products to be able to fit in a particular social group.

This occurs largely because peer pressure tends to be high at this age, and most of the people find

themselves being victims of inferiority complexes.

From figure 7 we conclude that 53% of respondents completely agree and 30% somewhat agree

that foreign branded footwear adds to their personality on the other hand 17% disagreed with the

same. Thus it can be concluded that most of the people buy foreign branded footwears as an

added value to their personality. Thus for them, foreign brands have a ‘show’ value.

From the above figure, we can conclude that most of the respondents very rarely or may be

sometimes, compare the prices between local or foreign branded products of same category.

SECTION 2: ANALYSIS THROUGH PAIRED T-TEST :

In this study paired t-test was applied to find out whether there is any significant difference

between the factors influencing local brands and foreign brands or not. So the comparison

between the factors influencing foreign brands and local brands are done on the basis of the man

ratings.

Table 1: mean values of the different factors in influencing consumer preferences of the

global brands over the local brands :

FEATURES MEAN RATINGSLOCAL BRANDS FOREIGN BRANDS

PRICE 3.71 4.15VARIETY IN DESIGNS 3.79 4.24QUALITY 3.15 3.62DURABILITY 3.2 4.47AVAILABILITY 3.84 3.98STYLE 3.42 4.44COMFORT 3.14 3.59

On comparing the mean ratings of different factors influencing consumer preferences between global brands or foreign brands, we can conclude that most of the values of the influencing factors in case of foreign brands were on the higher side in comparison to local brands.

In case of local brands, factors like availability, variety in designs and prices of products were given the highest mean ratings. Whereas in case of foreign brands, factors like style and durability were given highest ratings.

Prices are higher in foreign brands and because of the same reason it is perceived that foreign brands provide with better quality products (footwear, in the study) as higher prices are associated with higher quality. For examples: ladies footwear from flea markets like Sarojini Nagar market or G.K., M block market are cheaper and the usage period is also quite small. Whereas footwear from brands like Reebok, Lotto etc. are high priced footwear which are of better quality and used for a longer duration of time.

Also respondents feel that foreign brands offer with a wider variety of products (footwear) as compared to local brands. For example brands like Reebok, Nike, Puma etc. provide a large variety of footwear for different occasion like sport, casual, executive etc.

When it comes to durability, most of the responses were in favor of foreign brands only. It is expected that due to high quality of material being used to manufacture foreign products (footwear), the products are more durable and can withstand rough handling.

But in case of availability, both local and foreign brands are considered to be on the same platform. It means that whether it is local brands or foreign brands, both are easily accessible, or found in nearby localities.

Style is one attribute which is majorly found in case of foreign brands. Foreign brands are more conscious to their customer personality and preference, thus the products are styled to match individual customers’ choices and so take care of the ‘style statement’ element in their products (footwear).

Even in case of comfort, both foreign and local brands are given similar mean ratings. So, we can say that both foreign brands of footwear and local brands give almost the same kind of importance to the comfort factor.

EXECUTIVE SUMMARY

The emergence of a global marketplace has fuelled the growth and awareness of fashion brands

across India. As India opened up its economy to the rest of the world a whole lot of foreign

brands like Reebok, Nike, Tommy Hilfiger, Woodland etc. entered India thus influencing the

minds of the consumers in decision making. Due to the immense exposure of these global brands

there have been major changes in perceptions of Indians as far as local brands are concerned.

From this study we can conclude that,

Consumers tend to evaluate global brands in terms of better quality and perceived

globalness. International brands appeals to consumers to a great extent. generally foreign

products offer better quality than Indian brands and give more customer satisfaction.

They may be more expensive but then one has to pay for quality products. global brands

are liked because they usually offer more quality and better guarantees than other

products.

Consumers exhibited that global brands made them feel a part of the global consumer

culture and gave them recognition. It was also revealed that consumers preferred paying

for brands which were recognized as they gave them a sense of ‘global identity’. The

main difference between a global and local brand is just the ‘name’. People easily

recognize foreign brands and this makes a consumer feel that he/she is a part of

something bigger.

Not only do the consumers associate global brands with quality but also trust, innovation

and technological advancement. In case of footwears, brands like Reebok, Nike etc. are

constantly innovating with their footwears and staying ahead of their competitors, giving

the ‘superior’ feeling to their customers.

If given a choice between global and a local brand, consumers would go in for a global

brand for sure. As per their responses, local brands are good but not as good as the

foreign ones in quality, technical expertise and designs. Global brands are always

upgrading themselves and keep coming out with new products all the time whereas local

brands are pretty predictable and more or less the same especially in case of footwear.

Earlier Indians use to correlate to branded goods as luxury items but today due to the

immense exposure and more and more Indians travelling abroad there has been a

tremendous change in the way Indians perceive branded goods.

Consumers are now moving towards westernization due to impact of globalization.

PERSONAL REFLECTIONS

Due to increasing westernization consumers are more driven towards buying foreign brands. This has led to changing needs and preferences of consumers. Consumers now are developing more of a materialistic behavior and are consuming brands as symbols of status and prestige.

Western culture has made indian consumers, particularly belonging to upper middle class, buy foreign brands more and associate them with social recognition and status symbol.

Now mangers, in the current scenario need to understand the changing perceptions and preferences of consumers in case of both foreign brands and local brands. There could be discrepancies in the perception of the mangers about the consumer perception and the consumers’ perceptions itself. Moving towards a modern culture, consumers are juding products on aesthetcs also.

As more competition is creeping in the market from the foreign brands, local brands need to deliver products and performance to match up the consumer needs. Also their products should me inclined towards the foreign designs and style. But at the same time, it should be kept in mind that to survive in the markets, local brands need to offer improved quality of products with lower prices and deliver better stylized, accessible and durable products to its consumers.

REFERENCES

THE FOLLOWING WEBSITES WERE REFERRED TO FOR THIS PROJECT:

http://www.fibre2fashion.com/industry-article/40/3930/footwear-in-india-a-bit-about-brands1.asp

http://business.mapsofindia.com/top-brands-india/top-shoe-brands-in-india.html

http://www.sakshipost.com/index.php/lifestyle/good-living/14151-top-5-footwear-brands-in- india.html

http://www.browneandmohan.com/file3.pdf

ANNEXTURE

QUESTIONNAIRE

A COMPARITIVE STUDY ON CONSUMER PURCHASE BEHAVIOR IN LOCAL AND FOREIGN BRANDS

AGE:

GENDER:

MONTHLY INCOME:

BELOW 1 LAC 1-5 LACS 5-10 LACS ABOVE 10 LACS

Q1. What type of footwear do you usually buy?

a) Foreign brands

b) Local brands

c) both

Q2. Rate the factors according to your perception on a scale of 1-5 (1 being lowest, 5 being highest):

Factors influencing purchase Local brands Foreign brands

Price

Variety of designs

quality

durability

availability

style

comfort

Q3. Before buying any footwear, do you compare the prices or variety of the same between foreign brands and local brands?

a) Always

b) Sometimes

c) Rarely

d) Never

Q4. If in case any local brand footwear and foreign brand footwear are priced same, would prefer to buy foreign brand footwear?

a) Yesb) No

Q5. Is customer service (attending to customer needs) better in foreign brands as compared to local brands?

a) Yesb) No

Q6. It is said that people buy foreign brands so that they can be accepted in a particular social group (status symbol). Do you agree?

a) Yesb) Noc) Sometimes

Q7. For which occasion do you prefer foreign/ local footwear? (tick in the respective columns)

Occasion Local Brands Foreign Brands

Casual wear

Party wear

Executive/formal wear

Q8. Do you feel that foreign brand footwear adds to you personality?

a) Yesb) No C)Maybe

T- TABLE RESULTS

pricest-Test: Paired Two Sample for Means

  Variable 1 Variable 2Mean 3.710144928 4.15942029Variance 1.120630861 0.753623188Observations 69 69Pearson Correlation -0.10900124

Hypothesized Mean Difference 0

variety of designs

t-Test: Paired Two Sample for Means

  Variable 1 Variable 2Mean 3.79710145 4.246376812Variance 1.22293265 0.629582268Observations 69 69Pearson Correlation 0.07456806 Hypothesized Mean Difference 0

qualityt-Test: Paired Two Sample for Means

 Variable 

1Variable 

2Mean 3.15942 4.623188Variance 1.077153 0.561807Observations 69 69Pearson Correlation -0.14849 Hypothesized Mean Difference 0

durabilityt-Test: Paired Two Sample for Means

  Variable 1 Variable 2Mean 3.202898551 4.47826087Variance 1.222932651 0.606138107Observations 69 69Pearson Correlation 0.05644036 Hypothesized Mean Difference 0

stylet-Test: Paired Two Sample for Means

  Variable 1Variable 

2Mean 3.420289855 4.449275Variance 1.39428815 0.456948Observations 69 69Pearson Correlation 0.146857127 Hypothesized Mean Difference 0

COMFORTt-Test: Paired Two Sample for Means

 Variable 

1Variable 

2Mean 3.144928 4.594203Variance 1.537511 0.391731Observations 69 69Pearson Correlation -0.01785 Hypothesized Mean Difference 0