NUST Business School

Assignment Cross Tabulation Analysis

Submitted by: Bushra Nayab

Submitted to: Mr. Kashir Asghar
Date: 2-Oct ’19
The world is changing consumer dynamics are changing, the case ford ka backs it.
The change in socio-economic status does not allow ford to consider the demographic variables
such as age, income or gender only.
According to the survey result, the car was considered too feminine by men at the same time
female respondents doesn’t want to have it because it would not go with their image.
This tells us that there is more to the story. There are variations in the segments that are not
catered by the demographics. Demographic variables are not sensitive to the variations
persisting in such broad category such as age or gender.
Suppose using a demographic variable gender, we target females, but this would not distinguish
ford kea users from non-ford kea because this bifurcation doesn’t count the differences
attached with the gender. Some females can be outgoing others could be introvert.
Demographic segmentation does not take into account those differences. This implies that we
need to go for other segmentation variables such lifestyle, interests or personality traits in order
to have a clearer image of ‘who actually our customers are’.
The discussion supports the use of behavioural or the blend of both behavioural and
demographic variables in order to distinguish ford kea users from non-ford kea users.
To support the point qualitatively, cross tab analysis has been performed. Five behavioural
categories have been selected attention seekers, no-nonsense neutrals, sensible classics,
freedom lovers and eco-supporters.
Attention seekers
Opinion leaders, flashy, innovator

The relationship between questions selected from this category is positive or significant. It adds
to the reliability of this segment the questions selected all prove the same thing. ‘We are the
attention seekers’.
Which means this could be the potential segment.
People who are innovators or flashy, the car appeals them more, the company was also focusing
on the design and aesthetics so it can go with their motive too.
Freedom lovers
People who are outgoing, social, active.
The relationship between the questions of the category freedom lovers is not significant, which
means that people who agree on one aspect of car (the aspect that would categorize them as
freedom lover) do not agree on the other defining aspects of the potential category. They agree
to the point that they want a car that drives well on roads but do not agree to the point that the
car should be able to handle long motorway journeys.
This contradiction fails the test for selection.

Sensible classics

People who are risk averse, responsible and traditionalist

The relationship between questions selected from this category ‘sensible classics’ is positive.
There is a harmony among different aspects/ views that define this segment.
For example, the people who consider quality and reliability also considers high performance
This unison in the category makes ‘sensible classics’ a potential segment.
Ford can target the segment of risk averse, traditionalist.
They can blend this behavioural aspect of risk aversion with the gender since female are more
risk averse or they can target the segment without using the demographic variable ‘gender’.
No-nonsense users
Brand wary, unenthusiastic

The questions in this category do not have a positive relationship. Which means the audience
agrees with some aspects but do not agree with other related aspects.
For example the respondents agree that ‘they don’t think swatch branded cars will be
successful but they do not agree with the point that ‘cars all look same these days’ which
negates the ‘branded car’ choice.
This disagreement does not qualify this segment for selection.

Nature safeguards
People sensitive to environmental needs

The relation between two items of the category, eco-supporters is positive this could be a
potential segment as per analysis but if we think intuitively, environmental awareness was
emerging during that period when Ford was to introduce Ka so it might not be a substantial
segment.
Inter category cross tabs
Following are the cross tabs analysis among different categories, which shows no overlapping, it
implies that there are distinct categories people who belong to one category are different than
those who belongs to the other category.

Below is the Cross tab of attention seekers and sensible classics. It can be also seen that more
people agree that ‘they want a car that makes statement about me’. An attention seeker aspect.
This makes attention seeker our target segment between two significant target segments.

Quality and reliability of products are my main concerns. * I want to buy a car that makes a statement
about me. Cross tabulation
Count
I want to buy a car that makes a statement about me.
Neither
Strongly Agree
Disagre Disag Slightly nor Slightly Agre Strongly
e ree Disagree Disagree Agree e Agree Total
Quality and Strongly
0 0 0 0 0 19 17 36
reliability of Disagree
products are Disagree 1 4 5 0 2 19 23 54
my main Slightly
concerns. 5 4 8 6 3 0 0 26
Disagree
Neither Agree
6 17 15 9 4 1 0 52
nor Disagree
Slightly Agree 3 8 8 9 3 2 0 33
Agree 1 4 10 11 5 3 0 34
Strongly Agree 0 2 0 4 7 1 1 15
Total 16 39 46 39 24 45 41 250
Below is the cross category, cross tab analysis of two categories; attention seekers and no-
nonsense neutrals.
This again shows that attention seekers has more people who agree and would like to see this
quality in their cars.
This again qualifies attention seekers as or target segment and also that distinct categories or
variant customers exist which can’t be catered through demographics variables only.

I am fashion conscious. * Cars all look the same these days. Cross tabulation
Count
Cars all look the same these days.
Neither
Agree
Strongly Disag Slightly nor Slightly
Disagree ree Disagree Disagree Agree Agree Total
I am fashion Strongly
0 1 6 4 5 3 19
conscious. Disagree
Disagree 1 2 10 23 11 3 50
Slightly
0 4 9 25 8 3 49
Disagree
Neither Agree
0 2 12 12 4 2 32
nor Disagree
Slightly Agree 0 2 3 7 7 0 19
Agree 24 14 2 0 1 0 41
Strongly Agree 27 13 0 0 0 0 40
Total 52 38 42 71 36 11 250
Our cross tab analysis has hence helped us to select attention seeker as our target segment
between two significant target segments.
It has also proved the insignificance of other two categories and also the fact that behavioural
segmentation would be more appropriate since it has helped us to identify distinct categories
which can enhance our segmentation and targeting.