In my Excel analysis of this Fenty Beauty data, 249 people participated in this
study. As for brand loyalty, women in relationships tended to be more loyal to the brand,
having a mean loyalty of 2.49 and a standard deviation of 1.49. Single women had a
mean brand loyalty of 2.16 and a standard deviation of 1.41. The p-value was 0.07,
which is greater than 0.05, which means there is not a correlation between variables
“brand loyalty” and “relationship status”.
In my Jamovi analysis, for the variable that measures how much they like the
brand Fenty Beauty, the t-value was -1.39 and the p-value was 0.164. Brand loyalty had
a t-value of -1.79 and a p value of 0.075. Looking at the descriptives and the t-tests, I
concluded that single women tend to think slightly less of and buy slightly less from
Fenty Beauty than women in relationships.
In the Correlation Matrix in Jamovi, it turns out that a lot of variables are
correlated. All the variables that were asked about (how much they like the brand, brand
loyalty, number of purchases, and age) all had p-values of less than 0.05. However, the
correlations differed. Age had a negative correlation with the three other variables, tvalue being less than 0. Everything else had positive correlations, with t-values greater
than 0. I conclude that all four of these variables go hand-in-hand in understanding the
target key customers for Fenty Beauty.