Data AnalysisMarket Research
- This is a preview of the essay.
To view the full text you must login!
The purpose of the Superior Dairy research project was to determine the segments that Superior is to target, determine the benefits that are most meaningful to their target market, and assess the marketing strategy to position the product to the target group of customers. The results obtained from the data set provided the statistics necessary to identify a target customer group according to specific demographic trends.
The first question calls for the identification of a segment that Superior should target. A cross tab analysis was used to create a summary (pages 1& 2) to identify a target market that likes the new container and is willing to purchase the new container according to the data demographics. The target markets that I think Superior should target all have of these characteristics. I don't think that any specific gender or age should be used as criteria because you would like everyone to buy your products. According to the data women make up sixty percent of the respondents. The group should have no children, an income of fewer than sixty thousand a year, and up to college education.
The second question wants to know what features are most meaningful to the target market. Frequency tables (pages 3& 4) were used to identify what attributes is most important to the target market...