NAME: TATHAGATA PRATIHAR

SAP ID: 80303190102

SEC: B SUB: BRM

Q.1)
a.
Rotated Component Matrixa
Component
1 2 3
x3 Component Matrixa
Rotated-.806
x7 .760 Component
x2 1 .754 2 3 .561
x3
x1 -.849
-.752 .560
x7
x6 .821 .945
x6
x4 .944
.921
x4
x5 .919 .980
x5
Extraction Method: Principal Component .941
x2
Analysis. .626 .699
Extraction Method:Varimax
Rotation Method: Principalwith
Component
Kaiser
Analysis.
Normalization.
Rotation
a. Method:
Rotation Varimax
converged with Kaiser
in 5 iterations.
Normalization.
a. Rotation converged in 4 iterations.

The perception variables are X1 to X7. We have to reduce the perception variables to factor
analysis.
After the 1st and 2nd iteration we eliminate X1 and X2 variable. In the first Rotated Component
Matrix table we see that X1 variable lies in both component 1 and component 3, and X2 also lies
in both component 1 & 3. The importance of Rotated Component Matrix is that it used to reduce
the number of factors on which the variables under investigation depends. According to this we
eliminate X1 variable. After eliminating X1 variable we run the factor analysis on X2 to X7
variables. From this iteration we again see that X2 variable in both component 1 & 3. So we
eliminate X2 variable.

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After running the factor analysis upon the remaining variables, we get the following output.

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .551
Bartlett's Test of Sphericity Approx. Chi-Square 131.692
df 10
Sig. .000

The KMO test is used to measure the sampling adequacy. That means by this test we can
determine a sample is adequate or not. If the value of sampling adequacy is greater than .500 then
we can say that the sample is adequate.
According to the above KMO test table we get the sampling adequacy is .551. So the sample is
adequate.

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Scree plot is the graph between Eigenvalue and Component number. It used to determine the no.
of factors to be retained. It can be seen from the graph that the Eigenvalue is less than 1 from the
component 3 onwards, but we fixed component as 3.

Rotated Component Matrixa

Component
1 2 3
x6 .946
x4 .917
x3 -.874
x7 .818
x5 .980
Extraction Method: Principal Component
Analysis.
Rotation Method: Varimax with Kaiser
Normalization.
a. Rotation converged in 4 iterations.

From the above final Rotated component matrix table, we see that variable X6 & X4 lies in the
same Component 1, which is defined as F1_image.
In component 2 variables X3 and X7 lies, we define it as F3_ProductPrice.
And in component 3 there is only 1 variable X5. This component is defined as F3_Service.
This is the picture of the factors.

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b.
In this question we have to determine which variables / factors affect purchase outcomes. For this
we took all the factors as independent variables and X9 and X10 as dependent variable. To check
the relation between dependent and independent variables we have to run multiple linear
regression.
For this we have to standardize the factors. For the first regression we took X9 as dependent
variable.

Model Summary
Adjusted R Std. Error of the
Model R R Square Square Estimate
a
1 .804 .647 .636 5.424
a. Predictors: (Constant), Zscore: REGR factor score 3 for analysis 1,
Zscore: REGR factor score 2 for analysis 1, Zscore: REGR factor
score 1 for analysis 1
The adjusted R^2 = .636

This is the anova and coefficient charts for this regression.

ANOVAa
Model Sum of Squares df Mean Square F Sig.
1 Regression 5174.228 3 1724.743 58.615 .000b
Residual 2824.772 96 29.425
Total 7999.000 99
a. Dependent Variable: x9
b. Predictors: (Constant), Zscore: REGR factor score 3 for analysis 1, Zscore: REGR factor
score 2 for analysis 1, Zscore: REGR factor score 1 for analysis 1

From the anova table we can see that the over all significance level is below .05.

Coefficientsa
Standardized
Unstandardized Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) 46.100 .542 84.986 .000

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 Zscore: REGR factor score 2.171 .545 .242 3.982 .000
1 for analysis 1
Zscore: REGR factor score -4.079 .545 -.454 -7.482 .000
2 for analysis 1
Zscore: REGR factor score 5.560 .545 .619 10.199 .000
3 for analysis 1
a. Dependent Variable: x9

From the coefficient table we can come with the conclusion that , as for all the 3 factors the
significance level is less than .05, then we can say that variable X9 i.e. usage level depends on all
the factors.

Model Summary
Adjusted R Std. Error of the
Model R R Square Square Estimate
a
1 .843 .711 .702 .4667
a. Predictors: (Constant), Zscore: REGR factor score 3 for analysis 1,
Zscore: REGR factor score 2 for analysis 1, Zscore: REGR factor
score 1 for analysis 1

We run the second regression taking X10 as dependent variable. After running the Regression we
get the adjusted R^2 =.702

ANOVAa
Model Sum of Squares df Mean Square F Sig.
1 Regression 51.553 3 17.184 78.883 .000b
Residual 20.913 96 .218
Total 72.466 99
a. Dependent Variable: x10
b. Predictors: (Constant), Zscore: REGR factor score 3 for analysis 1, Zscore: REGR factor
score 2 for analysis 1, Zscore: REGR factor score 1 for analysis 1

The significance level is her also .000

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 Coefficientsa
Standardized
Unstandardized Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) 4.771 .047 102.220 .000
Zscore: REGR factor score .360 .047 .421 7.676 .000
1 for analysis 1
Zscore: REGR factor score -.424 .047 -.495 -9.034 .000
2 for analysis 1
Zscore: REGR factor score .460 .047 .538 9.803 .000
3 for analysis 1
a. Dependent Variable: x10

From the above table we can see that all the factors affect satisfaction level which is known as
X10, because for each factor the significant value is less than .05.

As a whole all the 3 factors affect the purchase outcome.

c.
For running the K-means cluster analysis we have to standardize the values of the variables at
first. After standardizing the X1 to X7 variables, we run the cluster analysis fpr 2 clusters.

Final Cluster Centers

Cluster
1 2
Zscore(x1) .65698 -.71173
Zscore(x2) -.65506 .70965
Zscore(x3) .72557 -.78603
Zscore(x4) -.28548 .30927
Zscore(x5) .05550 -.06012
Zscore(x6) -.18162 .19675
Zscore(x7) -.67318 .72928

ANOVA

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 Cluster Error F Sig.
Mean Square df Mean Square df
Zscore(x1) 46.759 1 .533 98 87.717 .000
Zscore(x2) 46.487 1 .536 98 86.753 .000
Zscore(x3) 57.032 1 .428 98 133.175 .000
Zscore(x4) 8.829 1 .920 98 9.596 .003
Zscore(x5) .334 1 1.007 98 .331 .566
Zscore(x6) 3.573 1 .974 98 3.670 .058
Zscore(x7) 49.094 1 .509 98 96.404 .000
The F tests should be used only for descriptive purposes because the clusters have been chosen to
maximize the differences among cases in different clusters. The observed significance levels are not
corrected for this and thus cannot be interpreted as tests of the hypothesis that the cluster means
are equal.

From the Anova Table we get that the significant level is greater than .05 for X5 and X6
variables. So we couldn’t take 2 cluster.

Number of Cases in each

Cluster
Cluster 1 52.000
2 48.000
Valid 100.000
Missing .000

So we run the cluster analysis again by taking 3 clusters.

Final Cluster Centers

Cluster
1 2 3
Zscore(x1) .41082 1.08453 -.71173
Zscore(x2) -.68967 -.59496 .70965
Zscore(x3) .54416 1.04063 -.78603
Zscore(x4) -.81646 .63674 .30927
Zscore(x5) -.20685 .51114 -.06012
Zscore(x6) -.76047 .82376 .19675
Zscore(x7) -.90882 -.26391 .72928

This the final cluster centers chart for 3 clusters .

ANOVA
Cluster Error F Sig.

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 Mean Square df Mean Square df
Zscore(x1) 26.116 2 .482 97 54.167 .000
Zscore(x2) 23.297 2 .540 97 43.122 .000
Zscore(x3) 30.002 2 .402 97 74.627 .000
Zscore(x4) 17.146 2 .667 97 25.704 .000
Zscore(x5) 3.275 2 .953 97 3.436 .036
Zscore(x6) 16.918 2 .672 97 25.183 .000
Zscore(x7) 27.054 2 .463 97 58.458 .000
The F tests should be used only for descriptive purposes because the clusters have been chosen to
maximize the differences among cases in different clusters. The observed significance levels are not
corrected for this and thus cannot be interpreted as tests of the hypothesis that the cluster means
are equal.

Running the anova test for 3 clusters we found that all significant values is less than .05. so we
can take 3 cluster.

Number of Cases in each

Cluster
Cluster 1 33.000
2 19.000
3 48.000
Valid 100.000
Missing .000

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Among the total 100 cases, for the given sample data set we see that for cluster 1 there is 33 cases for
cluster 2 there is 19 and for cluster 3 there is total 48 cases.

Q.2)
a.
What would be the broad objectives of this research project (specific to qualitative research)?
The primary goal of qualitative analysis is to provide a full, thorough overview of the research
subject. It's typically more exploratory in nature. Qualitative study is largely empirical in nature
as it attempts to explain human actions and the explanations behind such behaviour. Researchers
tend to be subjectively absorbed in the subject in this sort of analysis process.
The broad objectives of this research project would be:
 Identifying the target market, i.e. what people should we target, which cities attract the
most, can be defined by understanding which cities buy the most non-alcoholic beverages,
because root beer is non-alcoholic.
 The demographic considerations, i.e. the level of income, schooling, job rate, sex, etc.,
must also be taken into consideration in order to define the geographical considerations
which will be the origin of the land for their manufacturing plant.

 Around the same time, to figure out the shops and convenience outlets will be able to
carry their goods because this is another commodity.

 Appropriately consider the sales system and rivals who are Dr. Pepper, Mug, etc.

 Even, in India, because a lot of people may not know about root beer, so understand how
to educate people about it, given the fact that they are launching the drink.

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  Also, to carry out research in specially those places where people consume Dr. Pepper,
Mug, and to know the sales of those places.
 Also, understand if people are willing to drink such a high sugar drink, as consumers are
now aware of their health for a few days.

 Also, since a large population of India likes to drink soft drinks in non-alcoholic drinks,
they will also be competitors.

 Just identifying how much to invest.

b.
Prepare a discussion guide / interview schedule catering to the objectives.
- Discussion guides are basically a set of questions that the researcher asks the participant
to learn about the objectives of the research. They could be of different kinds, namely –

Panel Discussion / Group Discussion

Sample interview
Focus Group Interview

When a discussion guide is provided, it is important The researcher will explain the rules for the
discussion. Rules like only one can speak at a time, you can disagree with each other, and you
can't use a language that could hinder the discussion. There would be a debate on beers. Beer that
is a sweet, carbonated, non-alcoholic drink just like Coca Cola or Pepsi. Before asking a question,
the researcher would clarify whether the participants have any doubts or questions to ask. The
researcher may then proceed.
The subject of the discussion would be Root Beer – a sweet carbonated drink. Here, the
researcher aims to gain knowledge or insight from the participants by asking the following list of
questions mentioned below.
General Questions:
 The researcher would then ask about the drinking habits of the respondents. What do they
prefer to drink?
 What kind of brands do they like?
 How often are they drinking?
 What sizes and formats do they prefer?
 Do they prefer a pint or a regular bottle?
 Where are they going to drink-at the restaurant or at home?

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  Do they drink anytime they want, like marriage or World Cup, or do they drink anytime
they want?
 How much do they spend on beers every month?
 How much are they going to spend in a year?
Specific questions:
 The researcher would then jump to some specific questions, such as what the respondents
like in a brand. Is that the name of the brand like Budweiser or Heineken?
 Do they prefer the brand to the price?
 Do they care about the style of packaging?
 If it comes to India, would they prefer a new brand?
 Are they going to try if the new brand is of good quality and is famous in European
countries? Would they spend a little extra on a brand that is quite popular in Western
countries and is coming to India?
 Do they prefer a hard drink or a regular drink?
Finally, the researcher would have cleared the queries if the respondents had the opportunity to
thank them for their time.

c.
Ethnographic research is probably the most familiar and most applicable type of qualitative
method. In ethnography, you immerse yourself in the environment of the target participants in
order to understand the objectives, cultures, challenges, motivations and themes that emerge.
Qualitative Data Analysis (QDA) is the range of processes and procedures through which we
move from the qualitative data that has been collected to some form of explanation,
understanding or interpretation of the people and situations we are investigating.
The Process of Qualitative data analysis:
Step 1: Organize the data
Step 2: Identify framework
Step 3: Sort data in to framework
Step 4: Use the framework for descriptive analysis
Step 5: Second order analysis
In this way, we try to analyze the data collected and use it to develop patterns and trends that will
help to bring our product onto the market. We need to be careful and use 4P's marketing as well.
Product: Check whether people are interested in the product or not.
Price: Select a reasonable price point
Place: Sell in right cities
Promotion: Target the right audience

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The researcher could use the exact words used by the participant to draw conclusions from his
report. Through this analysis, the researcher would contribute to a better understanding of his
participants, which would help him analyze the data and meet the objectives.

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