Developers want to select one of four prototypes to move into a large-scale test market. A 9-point hedonic liking test has been conducted using 100 category consumers. The resulting analysis of variance provided p-values of 0.03 for products. An alpha level of 0.05 has been selected to protect for Type 1 Error. Which of the following interpretations best describes the outcome of the test?
A) Cluster analysis should be applied to investigate if there is liking segmentation
B) The products are significantly different
C) There is no significant difference amongst consumers, which invalidates the product difference results
D) There is no significant difference between consumers at the 95% confidence level