Analisis marketing.

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Interpreting Cross Tabulations

The Figure shows that Patronage of FAST-FOOD Restaurant is related to the age of the head of the household. As shown by the boxed percentages on the diagonal in figure 2B. This means that if you want to reach the heavy-user Segment, you should direct your marketing efforts to the segment that is 24 years old or younger

Value of Cross Tabulations

Cross tabulations have some important advantages, the simple format permits have a great flexibility and can be used t summarize experimental, observational and questionnaire data. Also, cross tabulations may be easily generated by today´s personal computers.

Cross Tabulations also have some disadvantages. For example they can be miss-leading if the percentage are based on too small a number of observations, also, cross tabulations can hide some relations because each typically only shows two or three variables. Balancing both advantages y disadvantages, more marketing decisions are probably made using cross tabulations than any other method of analyzing data. The ultimate value of cross tabulations to a marketing manager lies in obtaining a better understanding of the wants and needs of buyers. This enables a marketing manager to “position” the offering in the minds of buyers.

Positioning the Product

A Product positioning Refers to the place an offering occupies in consumers’ minds on important attributes relative to competitive offerings.

Two approaches to product positioning

Head-to-head positioning involves competing directly with competitors on similar product attributes in the same target market. Using this strategy. There are some examples like Dollar competes directly with Avis and Hertz and Volvo pits its Turbo-charged cars against Porsche.

Differentiation positioning involves seeking a less competitive, smaller market niche in which to locate a brand. Curt Mathes has promoted its TV sets for the quality market with the slogan “The Most Expensive Tv sets money can buy”. And McDonald’s trying to appeal to the health-conscious segment, introduced its low-fat McLean Deluxe Hamburger to avoid direct competition with Wendy’s and BK.

Products Positioning using perceptual Maps

A key to positioning a product effectively is the perceptions of consumers. In determining a brand’s position and the preferences of consumers, companies obtain three types of data from consumers:

- Evaluations of the important attributes for a product class

- Judgments of existing brands with the important attributes.

- Ratings of an “idea” brand’s attributes

Form this data, it is possible to develop a perceptual map, a means of displaying or graphing in two dimensions the location of products or brands in the minds of consumers.