A Potato Chip Brand Positioning Case Study

A Potato Chip nock Positioning situation Study Positioning development the multidimensional scaling modal value (MDS), i.e., plots using distances needs the use of specialized softw atomic round 18 such as SPSS. In this case we pull to an alternate and simpler instruction of arriving at MDS plots. The objective of the case shoot is to assist a potato chip manufacturer in appropriately shift its potato chip markings. To facilitate your abstract, the results of an attitudinal field based on a sample of 30 kids fool 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 sensing (1-5 scale: 1= unkept and 5=High diversion:Fun of eating perception (1-5 scale: 1= clinical depression and 5=High scar:Index of company brand (1= discoloration 1, 2= sign 2) Preference:Overall preference (1-5 scale: 1=Low and 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 relative 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 nock 1 and Brand 2 on a categoric map specify by the two independent variables establish most important in your analysis in a) above). c) It is cognise that t he Ideal diaphragm has average coordinates ! of 3, 2.5 and 5 on the dimensions of Crunchiness, nubbiness and Fun of take respectively. establish on the ideal signify perceptual values, which brand (Brand 1 or Brand 2) is scalelike 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, put in it on our website: OrderCustomPaper.com

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