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Supplement
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Reference no. 9-575-040
Subject category: Marketing
Published by: Harvard Business Publishing
Originally published in: 1974
Version: 1 April 1975

Abstract

A consumer attitude survey involving more than 1,000 cranberry users has been conducted. Multivariate statistical procedures including factor analysis, cluster analysis and multiple discriminant analysis have been employed to suggest four attitude segments in the marketplace. The research team has suggested changes in product and advertising strategy. What should management do next? Provides an example of psychographic research procedures applied to a commodity grocery product. No special statistical competence is assumed on the part of the student.
Location:
Industries:
Size:
Mid-size, USD80 million sales
Other setting(s):
1972

About

Abstract

A consumer attitude survey involving more than 1,000 cranberry users has been conducted. Multivariate statistical procedures including factor analysis, cluster analysis and multiple discriminant analysis have been employed to suggest four attitude segments in the marketplace. The research team has suggested changes in product and advertising strategy. What should management do next? Provides an example of psychographic research procedures applied to a commodity grocery product. No special statistical competence is assumed on the part of the student.

Settings

Location:
Industries:
Size:
Mid-size, USD80 million sales
Other setting(s):
1972

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