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Problem : A chocolate company wants to draw a perceptual map using an attribute based procedure, of its consumers perceptions regarding its own brand and two competing brands. Assume that it is Nestle against Cadburys and Amul, for example.
DATA Data was collected from 15 respondents (5 of each brand), on five attributes, namely Price, Quality, Availability, Packaging and Taste. The variables are measured using different scales, but a higher value indicates a favourable rating in each variables measurement.
T otal
Univariate F tests
Tests of Equality of Group Means Wilks' Lambda PRICE .936 QUALITY .418 PACKAG .722 TASTE .423 AVALBLTY .314
df1 2 2 2 2 2
df2 12 12 12 12 12
Discrim Functions
Eigenv alues Canonical Correlation .909 .721
Function Eigenvalue % of Variance Cumulative % 1 4.749 a 81.4 81.4 2 1.083 a 18.6 100.0
Significance Test
df 10 4
Standardised Coeffs.
Standardized Canonical Discriminant Function Coefficients Function PRICE QUALITY PACKAG TASTE AVALBLTY 1 .207 .988 -.398 -.136 .999 2 .701 -.454 -.293 .986 -.122
Pooled within-groups correlations between discrim inating variables and standardized canonical discrim inant functions Variables ordered by absolute size of correlation within function. *. Largest absolute correlation between each variable and any discrim inant function
-1
BRAND
Group Centroids
-2
3 2
-3 -4 -2 0 2 4 6
Function 1
This will be labeled the Taste vector, and similarly, all other vectors can be located, one for each of the five attributes - Price, Quality, Availability, Packaging and Taste. The length of the arrow represents its effect in discriminating on each dimension. Longer arrows pointing more closely towards a given group centroid represent variables most strongly associated with the group (or Brand, in this case). Vectors pointing in the opposite direction from a given group centroid represent lower association with a group.
Variables with longer vectors in a given dimension, and those closest to a given axis (dimension represented by the discriminant function) are contributing more to the interpretation of that dimension. Looking at all variables that contribute to a given axis (dimension), we can label the dimension as a combination of those variables. In this case, the interpretation in terms of the variables and their correlation to dimensions 1 and 2 can be found from the graph which follows (on next page).
Dimension 2
As seen from the graph, Nestle, Cadbury and Amul, the three brands have their unique positions on the map. In addition, on the same map, we now have plotted values of the attributes on the same 2 dimensions (each discriminant function represents a dimension). As we can see, Dimension 1 seems to be a combination of Availability (closest to the x-axis) and Quality. This is also evident from the standardized discriminant coefficients for Availability (.999) and Quality (.988) on Dimension 1, from the earlier output table.
Dimension 2 seems to comprise of Taste and Price, the two vectors (arrows) that are closest to the vertical axis. This is also evident from the standardized coefficients, of .986 and .701 respectively, for Taste and Price on Dimension 2, from the earlier output table. Packaging is not useful in defining any of the two dimensions, as its arrow is not close to either of the two dimensions. Brands and their Association with Attributes/Dimensions Nestle seems to be stronger on Dimension 1 (Availability and Quality), and Cadbury on Dimension 2 (Taste and to a lesser extent, Price). Amul scores low on both dimensions compared to its competitors.