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7/28/2019 SPSS Exercise - Case Study
1/22
Bicycle Exercise
Advanced and Applied Business Research
Syed Ammar Arshad
MBA-I Morning (Main)
ERP ID: 04993
D.O.S. 2nd January 2013
7/28/2019 SPSS Exercise - Case Study
2/22
Exercise A
Answer 1:
Brand in use
Frequency
Percent
Valid Percent
Cumulative
Percent
Valid Sohrab 39 47.6 47.6 47.6
Eagle 12 14.6 14.6 62.2
Falcon 11 13.4 13.4 75.6
Imported 20 24.4 24.4 100.0
Total 82 100.0 100.0
Market share of different brands is as follows:
Sohrab 47.6%
Eagle 14.6
Falcon 13.4
Imported 24.4%
Answer 2:
The income profile of Sohrab bicycle
users is as follows:
Below 5000; 63% falls in this
segment
Between 5000 10000; 51.9%
falls in this category
Between 1000015000; 16.7%
falls in this segment
More than 15000; no one falls in
this segment
Shorab is the most popularbrand among students and
87.5% belonging to this
category falls in this segment
7/28/2019 SPSS Exercise - Case Study
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Brand in use * Income Crosstabulation
Income
TotalStudent
Below
5000
b/w 5000-
10000
b/w 10000-
15000
More than
15000
Brand in
use
Sohrab Count 7 17 14 1 0 39
% within Brand in
use
17.9% 43.6% 35.9% 2.6% .0% 100.0%
% within Income 87.5% 63.0% 51.9% 16.7% .0% 47.6%
% of Total 8.5% 20.7% 17.1% 1.2% .0% 47.6%
Eagle Count 0 5 7 0 0 12
% within Brand in
use
.0% 41.7% 58.3% .0% .0% 100.0%
% within Income .0% 18.5% 25.9% .0% .0% 14.6%
% of Total .0% 6.1% 8.5% .0% .0% 14.6%
Falcon Count 0 4 4 2 1 11
% within Brand in
use
.0% 36.4% 36.4% 18.2% 9.1% 100.0%
% within Income .0% 14.8% 14.8% 33.3% 7.1% 13.4%
% of Total .0% 4.9% 4.9% 2.4% 1.2% 13.4%
Imported Count 1 1 2 3 13 20
% within Brand in
use
5.0% 5.0% 10.0% 15.0% 65.0% 100.0%
% within Income 12.5% 3.7% 7.4% 50.0% 92.9% 24.4%
% of Total 1.2% 1.2% 2.4% 3.7% 15.9% 24.4%
Total Count 8 27 27 6 14 82
% within Brand in
use
9.8% 32.9% 32.9% 7.3% 17.1% 100.0%
% within Income 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
% of Total 9.8% 32.9% 32.9% 7.3% 17.1% 100.0%
Answer 3:
From the following chart we can conclude that 33.3 % of Sohrab users have tried eagle. For this
purpose we need to compare people who have awareness of eagle and have tried Sohrab cycle.
7/28/2019 SPSS Exercise - Case Study
4/22
Brand in use * E.awareness / aware not used / unaware Crosstabulation
E.awareness / aware not used / unaware
TotalBought/Aware
Aware/But not
bought Unaware
Brand in use Sohrab Count 13 17 9 39
% within Brand in use 33.3% 43.6% 23.1% 100.0%
Residual 1.1 -.6 -.5
Std. Residual .3 -.1 -.2
Adjusted Residual .5 -.3 -.3
Eagle Count 9 3 0 12
% within Brand in use 75.0% 25.0% .0% 100.0%
Residual 5.3 -2.4 -2.9
Std. Residual 2.8 -1.0 -1.7
Adjusted Residual 3.6 -1.5 -2.1
Falcon Count 3 6 2 11
% within Brand in use 27.3% 54.5% 18.2% 100.0%
Residual -.4 1.0 -.7
Std. Residual -.2 .5 -.4
Adjusted Residual -.2 .7 -.5
Imported Count 0 11 9 20
% within Brand in use .0% 55.0% 45.0% 100.0%
Residual -6.1 2.0 4.1
Std. Residual -2.5 .7 1.9
Adjusted Residual -3.4 1.0 2.5
Total Count 25 37 20 82
% within Brand in use 30.5% 45.1% 24.4% 100.0%
Answer 4:
From the following chart we can conclude that 83.3 % of Eagle users have tried Sohrab. For this
purpose we need to compare people who have awareness of Sohrab and have tried eagle cycle.
7/28/2019 SPSS Exercise - Case Study
5/22
Brand in use * S. awareness / aware not used/ unaware Crosstabulation
S. awareness / aware not used/ unaware
TotalBought/Aware
Aware/But not
bought Unaware
Brand in use Sohrab Count 39 0 0 39
% within Brand in use 100.0% .0% .0% 100.0%
% within S. awareness /
aware not used/ unaware
63.9% .0% .0% 47.6%
% of Total 47.6% .0% .0% 47.6%
Eagle Count 10 2 0 12
% within Brand in use 83.3% 16.7% .0% 100.0%
% within S. awareness /
aware not used/ unaware
16.4% 12.5% .0% 14.6%
% of Total 12.2% 2.4% .0% 14.6%
Falcon Count 6 4 1 11
% within Brand in use 54.5% 36.4% 9.1% 100.0%
% within S. awareness /
aware not used/ unaware
9.8% 25.0% 20.0% 13.4%
% of Total 7.3% 4.9% 1.2% 13.4%
Imported Count 6 10 4 20
% within Brand in use 30.0% 50.0% 20.0% 100.0%
% within S. awareness /
aware not used/ unaware
9.8% 62.5% 80.0% 24.4%
% of Total 7.3% 12.2% 4.9% 24.4%
Total Count 61 16 5 82
% within Brand in use 74.4% 19.5% 6.1% 100.0%
% within S. awareness /
aware not used/ unaware
100.0% 100.0% 100.0% 100.0%
% of Total 74.4% 19.5% 6.1% 100.0%
7/28/2019 SPSS Exercise - Case Study
6/22
Answer 5:
Report
bran
d
nam
e
peer
s
advi
ce
sales
man
reco
m.
per.
experi
ence
qua
lity
appear
ance
colo
r
fram
e Price/
value
of
money
dura
bility
/
relia
bility
weig
ht
stre
ngth
light
driv
e
comfor
table
seat
warra
nty /
guara
ntee
Mea
n
5.50
00
5.00
00
4.768
3
5.585
4
6.5
122
4.0976 4.45
12
6.04
88
5.768
3
6.01
22
5.53
66
5.75
61
5.96
34
5.4512 6.317
1
N 82 82 82 82 82 82 82 82 82 82 82 82 82 82 82
Std.
Devi
ation
1.56
544
1.58
698
1.847
91
1.647
68
.68
932
1.6300
4
1.58
817
1.00
496
1.220
19
1.26
192
1.36
260
1.21
270
1.08
235
1.0558
8
.7678
4
Three main attributes are quality, frame and warranty
Answer 6:
Report
Brand in
use
bra
nd
nam
e
pee
rs
advi
ce
sales
man
reco
m.
per.
experi
ence
qu
alit
y
appea
rance
colo
r
fra
me
Price/
value
of
mone
y
dura
bility
/
relia
bility
wei
ght
stre
ngth
light
driv
e
comfo
rtable
seat
warra
nty /
guar
antee
Sohr
ab
Mea
n
5.79
49
5.12
82
5.02
56
5.743
6
6.5
38
5
3.871
8
4.20
51
6.38
46
6.102
6
6.20
51
4.53
85
5.74
36
5.66
67
5.051
3
6.435
9
N 39 39 39 39 39 39 39 39 39 39 39 39 39 39 39
Std.
Devi
ation
1.23
926
1.45
420
1.44
162
1.163
43
.71
98
7
1.507
52
1.39
886
.781
88
1.071
03
1.05
580
1.21
061
1.27
151
1.22
116
.9986
5
.8206
2
Eagl
e
Mea
n
5.75
00
5.83
33
5.50
00
6.166
7
6.8
333
2.583
3
2.83
33
6.25
00
6.083
3
6.00
00
6.50
00
6.50
00
6.41
67
5.250
0
6.666
7
N 12 12 12 12 12 12 12 12 12 12 12 12 12 12 12
Std.
Devi
ation
1.76
455
1.80
067
2.27
636
1.585
92
.38
92
5
.6685
6
.834
85
.621
58
1.083
62
1.41
421
.797
72
.674
20
.668
56
.8660
3
.4923
7
7/28/2019 SPSS Exercise - Case Study
7/22
Falc
on
Mea
n
5.63
64
4.90
91
3.90
91
4.363
6
6.1
81
8
4.090
9
4.63
64
5.90
91
5.272
7
5.54
55
6.18
18
5.45
45
5.72
73
5.272
7
5.818
2
N 11 11 11 11 11 11 11 11 11 11 11 11 11 11 11
Std.Devi
ation
1.12006
1.22103
2.25630
2.57964
.8738
6
1.57826
1.80404
1.13618
1.27208
1.57249
.75076
1.63485
1.19087
1.00905
.98165
Imp
orte
d
Mea
n
4.70
00
4.30
00
4.30
00
5.600
0
6.4
50
0
5.450
0
5.80
00
5.35
00
5.200
0
5.90
00
6.55
00
5.50
00
6.40
00
6.450
0
6.150
0
N 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20
Std.
Devi
ation
2.00
263
1.68
897
1.89
459
1.667
02
.60
48
1
1.316
89
1.00
525
1.18
210
1.321
88
1.37
267
.604
81
.945
91
.680
56
.6048
1
.4893
6
Tota
l
Mea
n
5.50
00
5.00
00
4.76
83
5.585
4
6.5
12
2
4.097
6
4.45
12
6.04
88
5.768
3
6.01
22
5.53
66
5.75
61
5.96
34
5.451
2
6.317
1
N 82 82 82 82 82 82 82 82 82 82 82 82 82 82 82
Std.
Devi
ation
1.56
544
1.58
698
1.84
791
1.647
68
.68
93
2
1.630
04
1.58
817
1.00
496
1.220
19
1.26
192
1.36
260
1.21
270
1.08
235
1.055
88
.7678
4
For Sohrab Users: Quality, Guarantee and Frame are the 3 main attributes
Eagle Users: Guarantee, Strength and weightFalcon User: Quality, Weight and guarantee
Imported User: Quality, Weight and comfortable seat
7/28/2019 SPSS Exercise - Case Study
8/22
Exercise B
Answer 2:
Crosstab
S. awareness / aware not used/ unaware
TotalBought/Aware
Aware/But not
bought Unaware
Brand in use Sohrab Count 39 0 0 39
% within Brand in use 100.0% .0% .0% 100.0%
% within S. awareness /
aware not used/ unaware
63.9% .0% .0% 47.6%
% of Total 47.6% .0% .0% 47.6%
Eagle Count 10 2 0 12
% within Brand in use 83.3% 16.7% .0% 100.0%
% within S. awareness /
aware not used/ unaware
16.4% 12.5% .0% 14.6%
% of Total 12.2% 2.4% .0% 14.6%
Falcon Count 6 4 1 11
% within Brand in use 54.5% 36.4% 9.1% 100.0%
% within S. awareness /
aware not used/ unaware
9.8% 25.0% 20.0% 13.4%
% of Total 7.3% 4.9% 1.2% 13.4%
Imported Count 6 10 4 20
% within Brand in use 30.0% 50.0% 20.0% 100.0%
% within S. awareness /
aware not used/ unaware
9.8% 62.5% 80.0% 24.4%
% of Total 7.3% 12.2% 4.9% 24.4%
Total Count 61 16 5 82
% within Brand in use 74.4% 19.5% 6.1% 100.0%
% within S. awareness /
aware not used/ unaware
100.0% 100.0% 100.0% 100.0%
% of Total 74.4% 19.5% 6.1% 100.0%
% of people aware: (61+16)/82 = 94%
% of trial among aware: 61/ (61+16) = 80%
% of current users among trial users: 39/61 = 64%
7/28/2019 SPSS Exercise - Case Study
9/22
Crosstab
E.awareness / aware not used / unaware
TotalBought/Aware
Aware/But not
bought Unaware
Brand in use Sohrab Count 13 17 9 39
% within Brand in use 33.3% 43.6% 23.1% 100.0%
% within E.awareness /
aware not used / unaware
52.0% 45.9% 45.0% 47.6%
% of Total 15.9% 20.7% 11.0% 47.6%
Eagle Count 9 3 0 12
% within Brand in use 75.0% 25.0% .0% 100.0%
% within E.awareness /
aware not used / unaware
36.0% 8.1% .0% 14.6%
% of Total 11.0% 3.7% .0% 14.6%
Falcon Count 3 6 2 11
% within Brand in use 27.3% 54.5% 18.2% 100.0%
% within E.awareness /
aware not used / unaware
12.0% 16.2% 10.0% 13.4%
% of Total 3.7% 7.3% 2.4% 13.4%
Imported Count 0 11 9 20
% within Brand in use .0% 55.0% 45.0% 100.0%
% within E.awareness /
aware not used / unaware
.0% 29.7% 45.0% 24.4%
% of Total .0% 13.4% 11.0% 24.4%
Total Count 25 37 20 82
% within Brand in use 30.5% 45.1% 24.4% 100.0%
% within E.awareness /
aware not used / unaware
100.0% 100.0% 100.0% 100.0%
% of Total 30.5% 45.1% 24.4% 100.0%
% of people aware: (25+37)/82 = 75%
% of trial among aware: 25/ (25+37) = 40%
% of current users among trial users: 9/25 = 36%
7/28/2019 SPSS Exercise - Case Study
10/22
Answer 3:
Awareness among people is more of Sohrab rather than eagle cycle which is found to be 94% as
compared to 75%. And from those people who are aware of these brands, mainly Sohrab is being
tried by them which is 80% while eagle is only tried by 40%. Current users of Sohrab are 64%
while eagle is only 36%.
Customer retention of Sohrab is mainly due to the attributes of Quality, guarantee and frame
while eagle contains guarantee, strength and weight. Weight factor could be the one which is
impacting negatively on eagles image because higher weight of the cycle needs higher amount
of force to balance it.
Answer 4:
Report
Brand in
use
bra
nd
na
me
pee
rs
advi
ce
salesma
nrecom.
per.
exper
ience
qu
alit
y
appea
rance
colo
r
fra
me
Price/
value
of
mone
y
dura
bility
/
relia
bility
wei
ght
stre
ngt
h
light
driv
e
comfo
rtable
seat
warr
anty
/
guar
ante
e
Sohr
ab
Mea
n
5.7
949
5.1
282
5.0256 5.743
6
6.5
38
5
3.871
8
4.2
051
6.3
846
6.102
6
6.20
51
4.5
385
5.7
436
5.6
667
5.051
3
6.43
59
N 39 39 39 39 39 39 39 39 39 39 39 39 39 39 39
Std.
Devi
ation
1.2
392
6
1.4
542
0
1.44162 1.163
43
.71
98
7
1.507
52
1.3
988
6
.78
188
1.071
03
1.05
580
1.2
106
1
1.2
715
1
1.2
211
6
.9986
5
.820
62
Eagl
e
Mea
n
5.7
500
5.8
333
5.5000 6.166
7
6.8
33
3
2.583
3
2.8
333
6.2
500
6.083
3
6.00
00
6.5
000
6.5
000
6.4
167
5.250
0
6.66
67
N 12 12 12 12 12 12 12 12 12 12 12 12 12 12 12
Std.Devi
ation
1.7645
5
1.8006
7
2.27636 1.58592
.3892
5
.66856
.83485
.62158
1.08362
1.41421
.79772
.67420
.66856
.86603
.49237
Falc
on
Mea
n
5.6
364
4.9
091
3.9091 4.363
6
6.1
81
8
4.090
9
4.6
364
5.9
091
5.272
7
5.54
55
6.1
818
5.4
545
5.7
273
5.272
7
5.81
82
N 11 11 11 11 11 11 11 11 11 11 11 11 11 11 11
7/28/2019 SPSS Exercise - Case Study
11/22
Std.
Devi
ation
1.1
200
6
1.2
210
3
2.25630 2.579
64
.87
38
6
1.578
26
1.8
040
4
1.1
361
8
1.272
08
1.57
249
.75
076
1.6
348
5
1.1
908
7
1.009
05
.981
65
Imp
orted
Mea
n
4.7
000
4.3
000
4.3000 5.600
0
6.4
500
5.450
0
5.8
000
5.3
500
5.200
0
5.90
00
6.5
500
5.5
000
6.4
000
6.450
0
6.15
00
N 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20
Std.
Devi
ation
2.0
026
3
1.6
889
7
1.89459 1.667
02
.60
48
1
1.316
89
1.0
052
5
1.1
821
0
1.321
88
1.37
267
.60
481
.94
591
.68
056
.6048
1
.489
36
Tota
l
Mea
n
5.5
000
5.0
000
4.7683 5.585
4
6.5
12
2
4.097
6
4.4
512
6.0
488
5.768
3
6.01
22
5.5
366
5.7
561
5.9
634
5.451
2
6.31
71
N 82 82 82 82 82 82 82 82 82 82 82 82 82 82 82
Std.
Devi
ation
1.5
654
4
1.5
869
8
1.84791 1.647
68
.68
93
2
1.630
04
1.5
881
7
1.0
049
6
1.220
19
1.26
192
1.3
626
0
1.2
127
0
1.0
823
5
1.055
88
.767
84
From the profile analysis we can depict that significance of brand name for Sohrab and eagle is
similar but eagle lacks in appearance and color which is least among all the brands. These two
factors could possibly be the main attributes which forbids people to buy eagle cycle. While the
other attributes of eagle are more similar to that of Sohrab.
.0000
1.0000
2.0000
3.0000
4.0000
5.0000
6.0000
7.0000
8.0000
Sohrab
Eagle
Falcon
Imported
7/28/2019 SPSS Exercise - Case Study
12/22
Answer 5:
Report
Income
bra
nd
na
me
pee
rs
advi
ce
salesma
nrecom.
per.
exper
ience
qu
alit
y
appea
rance
colo
r
fra
me
Price/
value
of
mone
y
dura
bility
/
relia
bility
wei
ght
stre
ngt
h
light
driv
e
comfo
rtable
seat
warr
anty
/
guar
ante
e
Stu
den
t
Mea
n
5.2
500
4.2
500
3.6250 6.125
0
6.5
00
0
5.125
0
5.7
500
6.1
250
5.250
0
5.75
00
6.1
250
4.7
500
6.5
000
6.500
0
6.00
00
N 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8
Std.
Devi
ation
1.6
690
5
.88
641
1.18773 1.356
20
.75
59
3
1.457
74
1.4
880
5
.83
452
1.281
74
1.03
510
1.1
259
9
1.3
887
3
.53
452
.7559
3
1.30
931
Bel
ow
500
0
Mea
n
6.2
593
5.5
185
4.8148 5.259
3
6.3
70
4
3.185
2
3.5
926
6.1
111
5.814
8
6.14
81
5.1
481
5.7
778
5.9
259
4.888
9
6.40
74
N 27 27 27 27 27 27 27 27 27 27 27 27 27 27 27
Std.
Devi
ation
.85
901
1.5
534
2
2.03880 1.508
76
.74
15
2
1.272
10
1.1
851
4
.93
370
1.110
68
1.19
948
1.5
368
2
1.3
397
3
1.2
065
8
.8915
6
.636
05
b/w
500
0-
100
00
Mea
n
5.4
074
5.1
481
5.4444 5.963
0
6.7
40
7
3.555
6
3.8
148
6.4
444
6.296
3
6.11
11
5.1
481
6.2
222
5.6
296
5.037
0
6.37
04
N 27 27 27 27 27 27 27 27 27 27 27 27 27 27 27
Std.
Devi
ation
1.4
212
5
1.4
598
1
1.33973 1.531
25
.65
59
0
1.339
73
1.3
019
8
.75
107
.9533
3
1.28
103
1.3
503
2
1.0
127
4
1.1
815
3
.8979
2
.883
53
b/w
100
00-
150
00
Mea
n
3.8
333
4.1
667
3.8333 5.333
3
6.1
66
7
5.500
0
5.3
333
6.0
000
6.000
0
6.33
33
6.3
333
5.8
333
6.1
667
6.166
7
6.33
33
N 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6
Std.
Devi
ation
2.0
412
4
1.9
407
9
2.71416 2.422
12
.75
27
7
1.048
81
1.2
110
6
1.0
954
5
1.264
91
.816
50
.81
650
.98
319
.75
277
.4082
5
.516
40
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Mor
e
tha
n
15000
Mea
n
5.0
714
4.5
000
4.4286 5.285
7
6.5
00
0
5.714
3
6.2
143
5.1
429
4.857
1
5.57
14
6.3
571
5.3
571
6.2
857
6.428
6
6.21
43
N 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14
Std.Devi
ation
1.9792
9
1.7867
0
1.86936 1.89852
.5188
7
1.20439
.80178
1.1673
2
1.35062
1.60357
.63332
.92878
.82542
.64621
.42582
Tot
al
Mea
n
5.5
000
5.0
000
4.7683 5.585
4
6.5
12
2
4.097
6
4.4
512
6.0
488
5.768
3
6.01
22
5.5
366
5.7
561
5.9
634
5.451
2
6.31
71
N 82 82 82 82 82 82 82 82 82 82 82 82 82 82 82
Std.
Devi
ation
1.5
654
4
1.5
869
8
1.84791 1.647
68
.68
93
2
1.630
04
1.5
881
7
1.0
049
6
1.220
19
1.26
192
1.3
626
0
1.2
127
0
1.0
823
5
1.055
88
.767
84
This line graphs enables us to determine the differentiating point among the users of different
income bracket. People falling in category of Below 5000 wants their cycle to be of famous
brand, doesnt care about appearance and color and doesnt need comfortable seat to ride on.
While on the other hand people from More than 15000 groups dont care about the brand name
but want to have all the attributes with higher percentage.
.0000
1.0000
2.0000
3.0000
4.0000
5.0000
6.0000
7.0000
8.0000
Student
Below 5000
b/w 5000-10000
b/w 10000- 15000
More than 15000
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Answer 6:
To explain this plot, first we name the X-Axis to be Aesthetics and Y-axis to be
Performance. So if we look at the rotated space plot we can clearly see that Variable
q8n,q8m,q8k which are comfortable seat, weight, light drive/less effort in pedaling respectively
effects on the Performance of the bicycle. Hence to have a cycle has these three attributes of high
level would definitely perform better on road.
Variables q8a,q8b,q8c,q8d,q8e,q8h,q8i,q8j,q8l,q8o are those factors which focuses on aesthetics
of the cycle, the recommendation about the cycle (word of mouth), quality and reliability etc..
Opinion
PERFORMANCE
AESTHETICS
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Answer 7:
From that table the variables which have been identified with highest significances are:
Peer advice & Salesman recommendation 62.7%
Color & Appearance 80.8%
Making of 2 new variables:
COMPUTE Recommendation= (q8b + q8c) / 82.
EXECUTE.
COMPUTE Aesthetics= (q8g + q8f) / 82.
EXECUTE.
Report
Brand in use
Recommendati
on Aesthetics
Sohrab Mean .1238 .0985
N 39 39
Std. Deviation .03184 .03385
Eagle Mean .1382 .0661
N 12 12
Std. Deviation .04573 .01321
Falcon Mean .1075 .1064
N 11 11
Std. Deviation .03527 .03974
Imported Mean .1049 .1372
N 20 20
Std. Deviation .04043 .02403
Total Mean .1191 .1043
N 82 82
Std. Deviation .03781 .03731
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People rate imported cycles
to be more aesthetic than
local brands but due to their
high price people dont
recommend it. So, if we
compare Sohrab and eagle
then we can see that people
prefer to rate more on
recommending eagle but
they actually dont buy it
because it has less aesthetics
than Sohrab.
Answer 8:
.0000
1.0000
2.0000
3.0000
4.0000
5.0000
6.0000
7.0000
Student
Below 5000
b/w 5000-10000
b/w 10000- 15000
More than 15000
.0000
.0200
.0400
.0600
.0800
.1000
.1200
.1400
.1600
.0000 .0500 .1000 .1500
Recommendation
Aesthetics
Sohrab
EagleFalcon
Imported
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Segment of people earning Rs. 500010000 rates Sohrab higher in every aspect giving equal
importance to all of the attributes provided by it.
Answer 9:
Making of 2 new variables:
COMPUTE SohrabVisualAppeal=(q9a3 + q9a2) / 78.
EXECUTE.
COMPUTE SohrabDrivingPleasure=(q9a9 + q9a10) / 78.
EXECUTE.
Report
Income
SohrabVisualAp
peal
SohrabDrivingPl
easure
Student Mean .12 .13
N 8 8
Std. Deviation .038 .038
Below 5000 Mean .14 .14
N 26 26
Std. Deviation .040 .035
b/w 5000-10000 Mean .15 .15
N 26 26
Std. Deviation .025 .032
b/w 10000- 15000 Mean .12 .11
N 5 5
Std. Deviation .065 .070
More than 15000 Mean .10 .10
N 13 13
Std. Deviation .043 .038
Total Mean .13 .13
N 78 78
Std. Deviation .042 .042
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Image of Sohrab among the group of people earning Rs.5000 10000 have the highest
preference because of its pleasure drive and its visual appeal. Second highest preference is group
of below Rs. 5000 and then students and so on.
Answer 10:
Number of Cases in each
Cluster
Cluster 1 41.000
2 41.000
Valid 82.000
Missing .000Two clusters have been made each containing 41 variables; namely cluster 1 & cluster 2
Report
ClusterNumberofCase
Primary
transport
Loading
Purpose
Ridingfun
Stylish
Rides
Riding
Comfort
Conven.
shortdistances
Conven.
longdistances
Saferide
Bicycle
Theft
Qlty.Pak.Bicy
cles
BetterQlty.Imp.
Lightweig
htbicycles
highmarketprices
1 3.8537
2.1463
5.0000
4.3171
4.3659
5.3171
2.8780
3.0488
4.2439
4.2683 5.4390
5.4634
4.7805
2 6.8537
6.1707
4.9024
5.3171
6.0488
6.3415
5.4146
5.2195
6.1707
5.8780 6.2683
6.0976
5.4390
Total 5.3537
4.1585
4.9512
4.8171
5.2073
5.8293
4.1463
4.1341
5.2073
5.0732 5.8537
5.7805
5.1098
.00
.02
.04
.06
.08
.10
.12
.14
.16
.00 .05 .10 .15 .20
SohrabDrivingPleasure
Sohrab Visual Appeal
Student
Below 5000
b/w 5000-10000
b/w 10000- 15000
More than 15000
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By comparing the attitudes of these two clusters we can see that people in cluster 1 rate higher is
every aspect than people in cluster 2. But both clusters have one attitude in common which is
Riding Fun.
ClusterNumberofCase
brandname
peersadvice
salesmanrecom.
per.experience
quality
appearanc
e
color
frame
Price/value
ofmone
y
durability
/reliability
weight
strength
light
drive
comfortableseat
warranty
/guarante
e
1 5.0732
4.4878
4.0488 4.7561
6.3171
4.7561
5.1220
5.7805
5.2683
5.7073
5.7805
5.2683
6.0732
5.7073
6.1463
2 5.9
268
5.5
122
5.4878 6.414
6
6.7
073
3.439
0
3.7
805
6.3
171
6.268
3
6.31
71
5.2
927
6.2
439
5.8
537
5.195
1
6.48
78
Total
5.5000
5.0000
4.7683 5.5854
6.5122
4.0976
4.4512
6.0488
5.7683
6.0122
5.5366
5.7561
5.9634
5.4512
6.3171
.00001.00002.00003.00004.00005.00006.00007.00008.0000
1
2
.00001.00002.00003.00004.00005.00006.00007.00008.0000
1
2
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From this graph we can compare the preferences of two clusters i.e. cluster 1 people need high
level of satisfaction from every attribute but they dont care about appearance and color of their
cycle while cluster 2 is totally opposite.
Crosstab
Cluster Number of Case
Total1 2
Brand in use Sohrab Count 17 22 39
% within Brand in use 43.6% 56.4% 100.0%
% within Cluster Number of
Case
41.5% 53.7% 47.6%
% of Total 20.7% 26.8% 47.6%
Eagle Count 2 10 12
% within Brand in use 16.7% 83.3% 100.0%
% within Cluster Number of
Case
4.9% 24.4% 14.6%
% of Total 2.4% 12.2% 14.6%
Falcon Count 6 5 11
% within Brand in use 54.5% 45.5% 100.0%
% within Cluster Number of
Case
14.6% 12.2% 13.4%
% of Total 7.3% 6.1% 13.4%
Imported Count 16 4 20
% within Brand in use 80.0% 20.0% 100.0%
% within Cluster Number of
Case
39.0% 9.8% 24.4%
% of Total 19.5% 4.9% 24.4%
Total Count 41 41 82
% within Brand in use 50.0% 50.0% 100.0%
% within Cluster Number of
Case
100.0% 100.0% 100.0%
% of Total 50.0% 50.0% 100.0%
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Crosstab
Cluster Number of Case
Total1 2
Income Student Count 7 1 8
% within Income 87.5% 12.5% 100.0%
% within Cluster Number of
Case
17.1% 2.4% 9.8%
% of Total 8.5% 1.2% 9.8%
Below 5000 Count 11 16 27
% within Income 40.7% 59.3% 100.0%
% within Cluster Number of
Case
26.8% 39.0% 32.9%
% of Total 13.4% 19.5% 32.9%
b/w 5000-10000 Count 7 20 27
% within Income 25.9% 74.1% 100.0%
% within Cluster Number of
Case
17.1% 48.8% 32.9%
% of Total 8.5% 24.4% 32.9%
b/w 10000- 15000 Count 4 2 6
% within Income 66.7% 33.3% 100.0%
% within Cluster Number of
Case
9.8% 4.9% 7.3%
% of Total 4.9% 2.4% 7.3%
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More than 15000 Count 12 2 14
% within Income 85.7% 14.3% 100.0%
% within Cluster Number of
Case
29.3% 4.9% 17.1%
% of Total 14.6% 2.4% 17.1%
Total Count 41 41 82
% within Income 50.0% 50.0% 100.0%
% within Cluster Number of
Case
100.0% 100.0% 100.0%
% of Total 50.0% 50.0% 100.0%
Answer 11:
Segmentation with respect to Brand:
Sohrab is the most popular brand among all other cycles thats why its market share is also
greater than other competitors. The share is 44% among cluster 1 and 56% among cluster 2.
Segmentation with respect to Income:
The people who buy bicycle are in segments below Rs. 5000 & Rs. 5000 10000. Both have
same overall percentages.