A Potato Chip Brand Positioning Case Study

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A Potato Chip Brand Positioning Case Study Positioning using the multidimensional scaling method (MDS), i.e., plots using “distances” needs the use of specialized software such as SPSS. In this case we turn to an alternate and simpler way of arriving at MDS plots. The objective of the case study is to assist a potato chip manufacturer in appropriately repositioning its potato chip brands. To facilitate your analysis, the results of an attitudinal survey based on a sample of 30 kids have been stored in sheet Chip Preference.xls. These data consists of observations on the following four variables: Crunchy: Crunchiness perception (1-5 scale: 1=Low and 5=High) Salty: Saltiness perception (1-5 scale: 1=Low and 5=High Fun: Fun of eating perception (1-5 scale: 1=Low and 5=High Brand: Index of company brand (1=Brand 1, 2=Brand 2) Preference: Overall preference (1-5 scale: 1=Low and 5=High) a) First perform a regression analysis on the preference data set 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 important? (Explain). b) Develop a perceptual map by plotting the mean perceptions for both Brand 1 and Brand 2 on a two-dimensional map defined by the two independent variables found most important in your analysis in a) above). c) It is known that the Ideal point has average coordinates of 3, 2.5 and 5 on the dimensions of Crunchiness, Saltiness and Fun of Eating respectively. Based on the ideal point perceptual values, which brand (Brand 1 or Brand 2) is closest to consumer Ideal perceptions? d) Based on your analysis, suggest how you would reposition Brand

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