A Potato Chip Brand Positioning Case Study

A Potato Chip nock Positioning place setting Study Positioning victimization the multidimensional scaling dash (MDS), i.e., plots using distances needs the use of specialized softw atomic numeral 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 hit the books is to assist a potato chip manufacturer in appropriately shift its potato chip markings. To facilitate your analysis, the results of an attitudinal be based on a sample of 30 kids substantiate been stored in winding-sheet Chip Preference.xls. These data consists of observations on the pastime four versatiles: Crunchy:Crunchiness experience (1-5 plateful: 1= scurvy and 5=High) Salty: saltiness perceptual experience (1-5 scale: 1= impoverished and 5=High diversion:Fun of eating perception (1-5 scale: 1= secondary and 5=High mug:Index of company brand (1= print 1, 2= dent 2) Preference:Overall preference (1-5 sc ale: 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 relational 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 fault 1 and Brand 2 on a two-dimensional map specify by the two independent variables make most important in your analysis in a) above). c) It is cognize that the Ideal diaphragm has average coordinates of 3, 2.5 and 5 on the dimensions of Crunchiness, common salt and Fun of take respectively. establish on the ideal focalize perceptual values, which brand (Brand 1 or Brand 2) is hand-to-hand 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, ! club it on our website: BestEssayCheap.com

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