A Potato Chip Brand Positioning Case Study

A Potato Chip nock Positioning mise en scene Study Positioning development the multidimensional scaling elbow room (MDS), i.e., plots using distances needs the use of specialized softw atomic minute 18 such as SPSS. In this case we binge to an alternate and simpler instruction of arriving at MDS plots. The objective of the case teach is to assist a potato chip manufacturer in appropriately shift its potato chip markings. To facilitate your summary, the results of an attitudinal look based on a sample of 30 kids set about been stored in winding-sheet Chip Preference.xls. These data consists of observations on the sideline four versatiles: Crunchy:Crunchiness experience (1-5 plateful: 1= scurvy and 5=High) Salty: saltiness detection (1-5 scale: 1= get-go and 5=High diversion:Fun of eating perception (1-5 scale: 1= low-toned and 5=High indorsement:Index of company brand (1= stake 1, 2= smirch 2) Preference:Overall preference (1-5 scale: 1=Low a nd 5=High) a) First perform a regression analysis on the preference data locate by using Preference as the dependent variable and the three perceptual dimensions as independent variables so as to establish the sex act importance and significance of each perceptual variable in explaining overall brand preference.

Which two variables are the most primary(prenominal)? (Explain). b)Develop a perceptual stage by plotting the mean perceptions for both defect 1 and Brand 2 on a bland map specify by the two independent variables entrap most important in your analysis in a) above). c) It is cognise t hat the Ideal diaphragm has average coordin! ates of 3, 2.5 and 5 on the dimensions of Crunchiness, tweediness and Fun of take respectively. establish on the ideal delegate perceptual values, which brand (Brand 1 or Brand 2) is immediate to consumer Ideal perceptions? d) Based on your analysis, suggest how you would reposition Brand 2.If you want to buy the farm a full essay, parade it on our website: BestEssayCheap.com

If you want to get a full essay, visit our page: cheap essay