SPSS Exercise - Case Study

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


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


3/22

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.


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


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


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.


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


% 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%





16.4% 12.5% .0% 14.6%

% of Total 12.2% 2.4% .0% 14.6%





9.8% 25.0% 20.0% 13.4%

% of Total 7.3% 4.9% 1.2% 13.4%





9.8% 62.5% 80.0% 24.4%

% of Total 7.3% 12.2% 4.9% 24.4%





100.0% 100.0% 100.0% 100.0%

% of Total 74.4% 19.5% 6.1% 100.0%


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


7/22

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


8/22

Exercise B

Answer 2:

Crosstab

S. awareness / aware not used/ unaware

TotalBought/Aware

Aware/But not

bought Unaware


% within Brand in use 100.0% .0% .0% 100.0%



63.9% .0% .0% 47.6%

% of Total 47.6% .0% .0% 47.6%





16.4% 12.5% .0% 14.6%

% of Total 12.2% 2.4% .0% 14.6%





9.8% 25.0% 20.0% 13.4%

% of Total 7.3% 4.9% 1.2% 13.4%





9.8% 62.5% 80.0% 24.4%

% of Total 7.3% 12.2% 4.9% 24.4%





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%


9/22

Crosstab

E.awareness / aware not used / unaware

TotalBought/Aware

Aware/But not

bought Unaware



% 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%





36.0% 8.1% .0% 14.6%

% of Total 11.0% 3.7% .0% 14.6%





12.0% 16.2% 10.0% 13.4%

% of Total 3.7% 7.3% 2.4% 13.4%


% within Brand in use .0% 55.0% 45.0% 100.0%



.0% 29.7% 45.0% 24.4%

% of Total .0% 13.4% 11.0% 24.4%





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%


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


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


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


13/22

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


14/22

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


15/22

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


Falcon Mean .1075 .1064

N 11 11


Imported Mean .1049 .1372

N 20 20


Total Mean .1191 .1043

N 82 82



16/22

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


17/22

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


Below 5000 Mean .14 .14

N 26 26


b/w 5000-10000 Mean .15 .15

N 26 26


b/w 10000- 15000 Mean .12 .11

N 5 5


More than 15000 Mean .10 .10

N 13 13


Total Mean .13 .13

N 78 78



18/22

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


19/22

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


20/22

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



Case

4.9% 24.4% 14.6%

% of Total 2.4% 12.2% 14.6%

Falcon Count 6 5 11



Case

14.6% 12.2% 13.4%

% of Total 7.3% 6.1% 13.4%

Imported Count 16 4 20



Case

39.0% 9.8% 24.4%

% of Total 19.5% 4.9% 24.4%

Total Count 41 41 82



Case

100.0% 100.0% 100.0%

% of Total 50.0% 50.0% 100.0%


21/22

Crosstab

Cluster Number of Case

Total1 2

Income Student Count 7 1 8

% within Income 87.5% 12.5% 100.0%


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%


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%


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%


Case

9.8% 4.9% 7.3%

% of Total 4.9% 2.4% 7.3%


22/22

More than 15000 Count 12 2 14

% within Income 85.7% 14.3% 100.0%


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%


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.

SPSS Exercise - Case Study

Documents

Transcript of SPSS Exercise - Case Study