MN5070 The client is Hermosa Ltd., an independent manufacturer of cruelty-free, vegan cosmetics since May 2016: Business Assignment, LMU, UK

Task 3: Hermosa [30 marks]

The client is Hermosa Ltd., an independent manufacturer of cruelty-free, vegan cosmetics since May 2016. Hermosa cosmetics can be bought through various online retailers, as well as directly from the manufacturer’s website.

As a consultant to Hermosa Ltd., you have been asked to examine consumer motivations for purchasing vegan cosmetics. Specifically, you have been asked to examine consumer disposition and to evaluate whether motivations differ between vegan and non-vegan consumers.

The following research questions were set.
1. Is the proportion of consumers who consider buying vegan cosmetics greater than 50%?
2. Is the proportion of consumers who consider buying cruelty-free, vegan cosmetics different between those consumers who have adopted a vegan lifestyle and those who have not?

Required for Task 3 (Comments for Task 3 should not exceed 400 words in total.)

To complete the following, you need to refer to the output in the Appendix below. The SPSS tables should be inserted into your report and used as statistical evidence. Use either a snipping tool to copy the tables in the appendix or copy the tables (saved as PNG images) from the file: ‘SPSS Evidence’ in the coursework folder (the SPSS PNG images are saved in an Excel file).

The tables are made available but a data set is NOT made available for Task 3. SPSS work is not required.

Tables can be found in the Appendix.

a. Interpret Table 3.1 and prepare a short comment on your findings.
b. Table 3.2 shows the output for a hypothesis test conducted to inform on research question 1 above. Interpret the output and prepare a short statistical report, in the classical style, to summarise your findings. In your report, you need to state the null and alternative hypotheses, name the hypothesis test conducted and fully explain the output (all relevant values), calculate and interpret the effect size, where relevant, and discuss the assumptions of the test. Based on your statistical interpretation, write a second comment aimed at the client to explain the outcome of the research in plain English.
c. Table 3.3 shows the output for a hypothesis test conducted to inform on research question 2 above. Interpret the output and prepare a short statistical report, in the classical style, to summarise your findings. In your report, you need to state the null and alternative hypotheses, name the hypothesis test conducted and fully explain the output (all relevant values), calculate and interpret the effect size, where relevant, and discuss the assumptions. Based on your statistical interpretation, write a second comment aimed at the client to explain the outcome of the research in plain English.