Perceptual Mapping, Multidimensional Scaling Cluster Analysis Project: analysis of hot irish drinks

Résumé du document

We conduct a perceptual mapping and a multidimensional scaling cluster analysis of hot Irish drinks. Our project is based on the coffee house market in Ireland and we analyze the segmentation of this market through the use of perceptual maps. We have selected seven well-known coffee houses and from the analysis of our sample population, we hope to identify the following: What factors influence the similarity between coffee houses? For what attributes are the coffee houses regarded as being similar? What attributes are most liked / disliked in relation to each coffee house?
To group individuals based on their perceptions of each coffee house, our project begins with a history of the development of coffee and where it originated from. Next, we conduct an industry analysis of the hot drinks market in Ireland. We then discuss each coffee house selected for our research and give a background on each company and how it has developed. We outline how political, economic, social and technological (PEST) factors influence the industry by conducting a PEST analysis of the coffee industry. After our PEST analysis, we examine competition within the industry by applying Porter's five forces model.

Extraits

[...] Many more respondents disagreed in some way as opposed to agreed in some way. Females in particular were low in there numbers for agreeing Respondents in the younger age group were much more responsive to Butlers atmosphere with 62% agreeing as opposed to 43% of the older group agreeing. Nearly half of our respondents had no opinion on it citing ‘neither' to the statement that Butlers have an excellent atmosphere. So this may not be an attribute which stands out to all customers, perhaps because they offer a take away service. [...]

[...] Therefore, we will use qualitative research at the preliminary stages of our research in order to develop the attributes which each coffee house will be rated on. Our research will be mainly quantitative in nature as our research findings can easily be imported into analytical tools such as SPSS and Prefmap. From this analysis, we will be able to draw conclusions and be in a much better position to make the necessary recommendations. Personal Interviews We will be using personal interviews to collect our data. This will involve street and in-office interviews where the survey will be administered to student respondents only. [...]

[...] Their most responsive student audience consists of females in the younger age group of 17 20. INSOMNIA None of our respondents strongly disagreed here. The majority of our respondents agreed that Insomnia had an excellent atmosphere. Males' and females' opinions were quite even in rating this attribute. Comfort at Insomnia had a highly dispersed result. Only of respondents said they strongly disagreed but over one third of respondents had no opinion and less than half voted that they agreed. Males and females answers were quite similar in their dispersion. [...]

[...] This corresponds with the squared Euclidean Distance, in the distance between the final cluster centers table (Table Cluster 2 is less like cluster 1 and more similar to cluster 3. The distance between cluster 2 and cluster 3 is smaller then the distance between cluster 2 and 1. Similarly to cluster 1 this cluster we will look at respondent's opinions of the coffee houses separately. This will be done in order to see a pattern in their perceptions Bewley's Overall this cluster sees Bewley's as an ok coffee house. [...]

[...] Then the question arises as to the validity of the data as the attributes and perceived level of ratings may be interpreted differently by each respondent : Similarity Based Perceptual Maps Our discussion on attribute based approaches to perceptual mapping has been covered in our literature on multi-dimensional scaling as this is an area of overlap and has been briefly discussed above in our data collection section, so we will solely discussing similarity based approach to perceptual mapping in this section as it is applicable to our study in particular. Our study will be based on similarity data which means we will have to interpret the dimensions/criteria along which the respondents evaluated the pairs of objects. [...]