*3.5. Statistical Analysis*

The major objective of data analysis in this study was to investigate whether innovation plays a significant role in perceiving the aesthetic preference of a product more than other visual appearances. The SPSS (Statistical Package for the Social Sciences) version 28 program was used for data analysis. Before commencing data analysis, data were checked for possible errors. Furthermore, all assumptions of the statistical method applied for this study were validated and met before any analysis. Due to the nature of the investigation, 'standard multiple regression' analysis was employed for this purpose, which can identify the most important explanatory variables and determine the relative importance of these variables.
