For the discussion, I would like you to come up with a hypothesis that reflects a comparison between two potential consumer segments a company could potentially target (a hypothesis that would be tested with an independent sample t-test).

The hypothesis should cover differences between consumers in the segments (e.g., differences in likelihood of using specific media, likelihood of reacting to different prices, shopping or buying behavior). Keep in mind that the outcome variable needs to be something that can be measured using a continuous scale. Please explain your idea, write up your null and alternative hypotheses, and discuss what the practical implications would be if your analysis supports the alternative hypothesis.

You can follow the format below:

"I assume that company X could choose between segment A and segment B (briefly describe each segment, e.g., different age groups). I think these segments will differ in the following way..  My formal hypotheses are: ……. If the company finds support for the alternative hypothesis, one practical implication would be…..