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Assignment 2 by Group 8

customer analytics, cluster anlysis, factor analysis, sas, mds
by

Katya Petrakova

on 7 December 2013

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Transcript of Assignment 2 by Group 8

CONTENT
ASSIGNMENT 2
by Group 8
Clemens Strauss
Ekaterina Petrakova
Marina Jakasa
Research objects
Factor analysis: defining the factors
Factor analysis: perceptual maps
Comparing results: Assignments 1 and 2A
Customer segmentation
Conclusion
Supermarkets
Constraints
aggregated data
(“singular matrix” error)
Methodology
Attributes
Missing values

Research objects
Research objects
Factor analysis: defining the factors
“IF”
procedure
disaggregated data
Reasonability of Factor Analysis
Factor analysis: defining the factors
Correlation matrix
(attributes)
Kaiser’s Measure
of Sampling Adequacy
Factor analysis: defining the factors
Factors
Choosing number
Attributes per factor
Factor analysis: perceptual maps
Perceptual maps
by SAS
by SAS
by SAS
by SAS
by SAS
by SAS
by SAS
discount group
higher-price group
problematic point
convenience problem
stable positions
most popular
(high convenience)
Competitiveness
Factor analysis: perceptual maps
Kaufland
Lidl
Product
Convenience
Real
Strengths
Weaknesses
Convenience
Service
Convenience
Kaisers
Product/Offer
Comparing results: Assignments 1 and 2A
poisoned apple
from "Snow White and the Seven Dwarfs"
Comparing results: Assignments 1 and 2A
Comparison of results
Perceptual map based on attributes measurements, by SAS
Euclidean
Perceptual map based on factor analysis, by SAS
Euclidean
Comparing results: Assignments 1 and 2A
Comparison of results
Perceptual map based on similarity measurements, by SAS
Euclidean
Perceptual map based on factor analysis, by SAS
Euclidean
Thank you for attention
by group 8
Customer segmentation
Customer segmentation
Clustering criteria
Two clusters dendrogram
Customer segmentation
Cluster interpretation
optimum number
of clusters
by SAS
by SAS
by SAS
by SAS
Customer segmentation
Perceptual map
Perceptual map based on cluster analysis (Euclidian), by SAS
perceived product offer
service
Rewe
Convenience
price
assortment
hypermarkets
hypermarkets
price
price/value
Comparing results: Assignments 1 and 2A
Comparison of results
by SAS
results are consistent with modified findings of Assignment 1
Full transcript