英语论文网

nts were asked to score the importance of the factors on a scale of 1 to 5, with 5 being the most important. A t-test was conducted on the scores of the factors in order to find the most important factors. The t-test shows there is a significant difference between the scores of the various factors with a 95% confidence. The results of the test are shown in Exhibit 3.

We observe from the results that the two most important product attributes in making a purchase decision are the “Palatability” and the “Nourishment” perception in the minds of the customers. These factors turn out to be the same irrespective of whether there are children in the family or not.

We then study the variance of these factors among various demographic groups by conducting the one way Anova test on the scores of these 8 factors. We studied the variance of the mean scores of these attributes among the various groups differentiated by the following factors:-

a) Income

b) Education

c) Age

d) Family size

The results of the Anova tests which were conducted on the data are as shown in the Exhibits 4-7. We observe that there are no significant differences in the scores of the product attributes in different groups as classified by “Income”, “Education” and “Family size” within a 95% confidence interval.

However there is a significant different on the “Nourishment” and “Economy” product attributes of health food drinks. As is observed from the mean scores, the “Nourishment” aspect becomes particularly important for people above the age of 60. It is also important for people who are young in age i.e. less than 20. However it does not seem to be very significant for people in the age group 33- 45.

The factor analysis of these attributes is done in the following section.

Factor Analysis of Purchase Considerations

The factor analysis of the 8 product attributes yields the following 3 factors:

· Factor I: Promotion, Shelf-Presence, Packaging & Economy

* Factor II: Palatability, Brand

* Factor III: Nourishment, Colour

(For the output of factor analysis, refer to exhibit 8.)

As factor I encompass the accessibility and affordability of the product, it can be termed as ‘Purchase Feasibility'.

As factor II encompass the palatability and brand value of the product, it can be termed as ‘Likeability'.

As factor III encompass the nutritional value and colour, an indicator of quality, of the product, it can be termed as ‘Utility'.

Customer Segmentation

The set of respondents was segmented on the basis of the demographic information namely ‘age-group', ‘income-group', ‘education', ‘family size' etc. The cluster analysis on these demographic variables yields the following 2 clusters:

* Cluster 1: The members are almost uniformly distributed across all age segments except under-20 in which no member lies. However, the family size is large than 3 for all the members and a majority of members having 1-2 child in the family. The clu本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。