During the #dataanalysis course, we were tasked with examining the mozzarella sector. Through the conducted analysis, we were able to compare brand attributes related to #Pettinicchio and #Vallelata.
Specifically, we initiated our report by employing #FactorAnalysis, thus reducing brand attributes into three rotated factors, namely:
-Quality and Tradition
-Marketing & Promotion
-Specialization
Subsequently, through the executed #LinearRegression, we effectively observed the factors influencing consumer preference and, consequently, their choices. Concerning the Vallelata brand, it was evident that the factors "Quality and Tradition" and "Specialization" significantly impacted consumer choice. On the other hand, for Pettinicchio, initially, we found that only "Quality and Tradition" and "Marketing & Promotion" were also significantly impactful. Not convinced of the non-significance regarding the "Specialization" factor, we further investigated by conducting linear regression on individual attributes ("with PDO products" and "specialized in buffalo mozzarella") composing the aforementioned factor. From this, it was apparent that individual attributes significantly impacted, leading to the conclusion that the factor analysis made it more challenging to discern the effects.
We continued by performing #ClusterAnalysis through the hierarchical model, discovering that the most accurate division was into 3 clusters. Through this division, it was noted that both Vallelata and Pettinicchio, despite the earlier identified differences, indeed belonged to the same cluster. Moreover, it can be asserted that Cluster 1 positioned itself averagely concerning the factors "Quality and Tradition" and "Specialization," while excelling in the "Marketing & Promotion" factor.
Our report concludes with #BrandMapping, wherein the validity of the cluster analysis was reaffirmed. Furthermore, it visually demonstrated that Pettinicchio surpasses Vallelata in the "Quality and Tradition" and "Specialization" factors.
I thank Professor Francesco Della Beffa for the opportunity and my colleague Silvia Tripodi for the collaboration.
Chief Growth Officer, Tapestry Inc., & CMO Coach Brand
3 周Thank you to all of the teams who made this possible!