2 To understand the role of quality and price in influencing the patronage of shoe shops, 14 major shoe shops in a large city were rated in terms of preference to shop, quality of shoes sold and price fairness. All the ratings were obtained on an 11-point scale, with higher numbers indicating more positive ratings.

Shoe shop number Preference Quality Price 1 6 5 3 2 9 6 11 3 8 6 4 4 3 2 1 5 10 6 11 6 4 3 1 7 5 4 7 8 2 1 4 9 11 9 8 10 9 5 10 11 10 8 8 12 2 1 5 13 9 8 5 14 5 3 2 a Run a multiple regression analysis explaining shoe shop preference in terms of shoe quality and price fairness.