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Table of Contents Table of Contents1 Executive summary2 Purpose and scope of document2 Methods2 Results and Conclusions2 Recommendations3 Evaluate the design and data collection plan for the scanner study4 Descriptive information of the sample population4 Description of the brand purchasers8 Consumer of brand A10 Consumer of brand B11 Consumer of brand C11 Consumer of brand D11 Appropriate statistical tests12 Identification of the best model that should be used for predictive purposes12 Linear Regression12 Discriminant Analysis13 Logistic Regression17 Comments on the variables that are the best predictors of buying behaviour19 Linear Regression Model19 Logistic Regression Model19 What are the marketing strategy implications of your analysis in item 220 Use the model found in item 22 and determines which brand is expected to be purchased21 Linear Regression Model21 Logistic Regression Model21 Analysis of the results22 Relations between variables in X222 Results and Conclusions25 Recommendations25 Executive summary Purpose and scope of document The purpose of this research was to find a model that would be able to predict buying behaviour of specific set of consumers towards four different brands Given the Dataset available we tried to define the costumers for each brand and try to segment them so that a better prediction would result and to be able to provide useful and consistent managerial recommendations Methods The research was first conducted through a descriptive study with the data set collected trough a scanner Moreover the scanner panel data has a household identifier containing information about demographics tv and newspaper habits and other variables The scanners used were placed in Points of Sale grocery stores We used SPSS in its full capacities with the aim of take advantage of its capabilities and in order to come up with the best possible outcomes possible Within SPSS we conducted several tests and analyses Descriptive statistics Correlation Analysis Cross-Tabulations Qui-2 Analysis Graphics Linear Regression Discriminant analysis Logistic regressions Results and Conclusions The given dataset was
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