清华MBA系列课件消费行为学Perceptual Map of Beers Example.docx
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清华MBA系列课件消费行为学PerceptualMapofBeersExample
PerceptualMapofForeignBeersinthePRC:
AnExample
Background
BecauseofitspotentialtosurpasstheUSasthelargestbeermarketintheworld(intermsofvolume)bytheyear2000,thePeople’sRepublicofChina(PRC)isaveryattractivemarketforeverymultinationalbeercompany.SeveralmultinationalbeercompaniesarecurrentlyoperationinChina.Somecompanieshavebeenquitesuccessfulwhilesomearestillstrugglingtogainfootholdinthismarket.Theexampledemonstratedinthispaperisanactualresearchthatwasconductedforamultinationalbeercompany.TheobjectiveofthisstudyistoinvestigatethebeerconsumptionbehaviorofChineseconsumersaswellastoinvestigatetherelativepositionsofseveralleadingforeignbeersintheseconsumers’mind.Onlytheprocedure,findings,andmanagerialimplicationsoftheperceptualmappingoftheresearchwillbedemonstratedanddiscussedhere.
Researchprocedure
Step1:
ExploratoryResearch
TheobjectiveoftheexploratoryresearchwastoidentifyproductattributesthatareimportanttoChinesebeerdrinkers.Theproductattributesidentifiedwerethenusedtodesignthequestionnaireforthemainstudy.Intheexploratoryresearch,afocusgroupinterviewofeightChineseconsumerswasconductedtoidentifyattributesorcharacteristicsofbeerthatareimportanttothem.Altogether,tenproductattributeswereidentified:
packagedesign,taste,color,levelofalcohol,varietyofsizes,price,countryoforigin,availability,advertisingandreputation.
Step2:
QuestionnaireDesign
Basedontheproductattributesidentifiedinthefocusgroupinterview,thequestionnaireforthemainstudywasdesigned.(Seethequestionnairedistributedearlier.)Althoughfivebrandsofforeignbeerswereincludedinthestudy:
Carlsberg,Foster,Guinness,Heineken,andSanMiguel.Notethatthefirsttenquestionsforeachbrandisthequestionformeasuringtheoverallattitudetowardthebrandandtheintentiontochoosethebrand.Theattituderatingquestionisneededfortheidentificationofthe“idealline”onwhichtheidealpositionislocatedbyusingtheattitudetowardthebrandasthedependentvariableandhefactorscoresastheindependentvariables.Thebetacoefficientsoftheindependentvariables(whichrepresenttherelativeimportantofeachfactorscoreininfluencingtheattitude)willbeusedtocalculatetheanglefortheidealline.Theintentionratingisneededtomeasuretherelationshipbetweentheattitudetowardthebrandandtheintentiontobuybyusingtheintentionasthedependentvariableandtheattitudeastheindependentvariable.Thisregressionanalysisisneededtoseewhetherornotattitudetowardthebrandisagoodpredictorofintentiontobuythebrand.
Step3:
TheMainStudy
ResearchDesign.Theresearchdesignusedinthemainstudywasasamplesurveybyface-to-faceinterview.
SampleandSamplingProcedure.ThedatawerecollectedfromChinesebeerdrinkersinGuangzhou,Beijing,andShanghaibyconvenientsamplingatrestaurantsandbars/pubs.Altogether,67completeanduseablequestionnaireswereobtained.79%ofthesamplesweremale.Formartialstatus,56.7%weremarried.Intermsofeducation,88.1%hadcollegeeducation.Foroccupation,44.8%wereprofessional,43.3%werewhitecollars.
DataCollection.Thedatawerecollectedbypersonalinterviewatrestaurantandbars/pubs.Theinterviewersreadthequestionsinthequestionnairetotherespondentandrecordedtheanswersobtainedinthequestionnaire.
Step4:
DataAnalysis
DataCodingandDataEntry.Afterthedatacollectionwascompleted,thequestionnaireswerecodedandenteredintoSPSSforWindowsVersion12.0.1.Sinceeachrespondentevaluatefivebrandsofbeers,thedatafromeachrespondentarerepresentedbyfive“cards”orrowsofdatainput.Exhibit1showsthesampleofthedatainputfile.
StatisticalAnalysis.TocreateperceptualmapsfortheforeignbeerinChina,thecoordinatesforeachbrandofbeersareneeded.Forperceptualmappingbyfactoranalysis,thecoordinatesforthebrandsareobtainedbyaveragingthefactorscoreofeachbrandacrosstherespondents.Thefactorscorescanbeobtainedbythefollowingprocedure:
a.Fromthemainmenu,select“Analyze”thenselect“DataReduction”thenselect“FactorAnalysis”(seeExhibit2).Thefactoranalysiswindowwillbeopenatthispoint.Thefactoranalysiswindowconsistsofaboxshowingallvariablesinthedatasetandthe“Variables”box.Therearealsofivebottomsforoptionsincluding“Descriptive”,“Extraction”,“Rotation”,“Scores”,and“Options”.
b.Selectvariablesthatrepresentproductattributes(i.e.,X1toX10)fromtheboxshowingthelistofvariablesintothe“Variables”box(seeExhibit3).Thisstepidentifiesvariablestobeanalyzedbyfactoranalysis.
c.Open“Rotation”boxandselect“Varimax”rotation(seeExhibit4),andthenclick“Continue”.Thisstepspecifiesthetyperotationtobeused.
d.Open“Scores”boxandselect“Saveasvariables”andfor“Method”select“regression”(seeExhibits5),andthenclick“Continue”.Thisstepwillcreatefactorscoresbyregressionmethodandaddthemtothedatasetasnewvariables.
e.For“Extraction”usedefaultsfor“Method”(i.e.,Principalcomponent),“Analyze”(i.e.,Correlationmatrix),“Display”(i.e.,Unrotatedfactorsolution)and“Extract”(i.e.,Eigenvaluesover1),andthenclick“Continue”.Thisstepwillcommandtheprogramtocomputecorrelationmatrixforthevariablesfromtherawdata.Thiscorrelationmatrixwillbe,inturn,analyzedtoobtainafactormatrix.Principalcomponentanalysisisspecifiedasthemethodofchoiceinextractingthefactors.Forthenumberoffactorstobeextracted,thelatentrootoreigenvaluecriterion(greaterthan1)willbeused.The(unrotated)componentmatrixwillalsobegivenasanoutput.
f.For“Descriptive,”usedefaultfor“Statistics”(i.e.,Initialsolution)andthenclick“Continue”.
g.For“Options”usedefaultfor“MissingValues”(i.e.,Excludedcaseslistwise).For“CoefficientDisplayFormat”,select“Sortbysize”(seeExhibit6),andthenclick“Continue”.Thisstepwillcreatefactormatricesofwhichvariablesaresortedbysizeindescendingorder.
h.Atthispoint,wearebackatthefactoranalysiswindow.Click“OK”toruntheprogram.Theoutputwillbeshownintheoutputwindow.
ResultsandInterpretation
Basedontheabovefactoranalysisprocedure,thefollowingoutputareobtained:
Communalities,TotalVarianceExplained,ComponentMatrix(orFactorLoadingsTable),RotatedComponentMatrix(orRotatedFactorLoadingTable),andComponentTransformationMatrix.TherelevantoutputsforperceptualmappingaretheTotalVarianceExplainedandtheRotatedComponent(orFactor)Matrix.Seetheoutputdistributedearlierfordetail.
Step1:
DeterminationoftheNumberofFactorstoRetain
Thefirststepintheanalysisofresultsistodeterminethenumberoffactorstoberetainedforfurtheranalysis.TheTotalVarianceExplainedintheoutputcontainstheinformationregardingthetenpossiblefactorsandtheirrelativeexplanatorypowerasexpressedbytheireigenvalues.Inadditiontoassessingtheimportanceofeachfactor,eigenvaluesarealsousedtodeterminethenumberoffactorstoberetained.Accordingtothelatentrootoreigenvaluecriterion,twofactorswillberetainedbecauseonlycomponent1(factor1)andcomponent2(factor2)havelatentrootsoreigenvaluesgreaterthan1(seeExhibit7).
Step2:
NamingtheFactors
Thenamingprocessinvolvessubstantiveinterpretationofthepatternoffactorloadingsforthevariables,includingtheirsigns,inanefforttonameeachofthefactors.Beforeinterpretation,aminimumacceptablelevelofsignificanceforfactorloadingmustbeselected.Allsignificantfactorloadingstypicallyareusedintheinterpretationprocess.Butvariableswithhigherloadingsinfluencetoagreaterextentthenameorlabelselectedtorepresentafactor.
TheVarimaxrotatedcomponentanalysisfactormatrixwhichcontainsfactorloadingsisshownintheRotatedFactorMatrix(orfactorloadingtable)intheoutput(Exhibit8).Forthesamplesizeof67,factorloadingshavetobe±0.65orabovetobeconsideredsignificant.Fromthematrix,it’sclearthattaste,color,packagedesign,reputation,andcountryoforiginloadsignificantlyonFactor1,andprice,availability,levelofalcohol,levelofadvertising,andvarietyofsizesloadsignificantlyonFactor2.Noneofthevariablesloadssignificantlyonmorethanonefactor.
ForFactor1,allthefivevariables(taste,color,packagedesign,reputation,andcountryoforigin)representdifferentdimensionsoftheproduct.ItisreasonabletonameFactor1asproductquality.ForFactor2,thefivevariables(price,availability,levelofalcohol,levelofadvertising,andvarietyofsizes)representtheotherthreecomponentsofthemarketingmix.Itisreasonabletonamethefactormarketingactivities.
Notethatthenamingprocessisbasedonthesubjectiveopinionoftheresearcher.Forthisreason,theprocessofnamingfactorsissubjecttoconsiderablecriticism.Butifalogicalnamecanbeassignedthatrepresentstheunderlyingnatureofthefactors,itusuallyfacilitatesthepresentationandunderstandingofthefactorsolutionandthereforeisajustifiableprocedure.
Step3:
IdentificationofPositionsoftheBrands
Sincetwofactorsareobtainedinthefactoranalysisprocess,twofactorscoresaregeneratedandaddedtothedataset.Factorscoresarecompositemeasureofeachfactorcomputedforeachsubjectforeachbrand.Inthisstudy,twofactorscorescanbeusedtoreplacetheoriginalsetoftenvariable