You have been commissioned to design a database to manage the i Assignment - Data Mining Practice and Analysis Due date: 5pm Wednesday 16 January 2019 This assignment can be worked either as a group...

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Answered Same DayJan 23, 2021CP5634

Answer To: You have been commissioned to design a database to manage the i Assignment - Data Mining Practice...

Sundeep answered on Jan 25 2021
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PROBLEM STATEMENT
1) To understand the major factors that shape behaviour of youth towards Shampoo purchase
2) To identify different customer segments for Shampoo category
RESEARCH METHODOLOGY
i) Secondary research:
Secondary research was performed to understand the factors and variables on which sales and revenue of shampoo products depend.
There were 26 variable identified and these factors were considered as the basis of our research further. Some of the important factors a
nd their description are given below:
    Variable
    Description
    Hair cleansing
    Most customers agreed that hair cleansing is main purpose of using a shampoo and they choose their
shampoo mainly on it.
    Hair Moisturizing
    Many feel that moisturIzation of scalp and hair is very important and if certain shampoo is providing that then they
prefer it.
    Silky hair
    Some customers feel that they like to move their hands in their hair so if shampoo can provide that feel, then
they prefer it.
    Removes dandruff
    Dandruff is major hair problem as per customers and a good shampoo is one
which can remove dandruff properly.
    Reduces hair breakage
    With changing waters in Ghaziabad, many customers are facing hair breakage issues; so, a shampoo or hair care, which can help them with that, is chosen by
them.
    Nourishes hair
    Some customers mentioned that take care of hair nourishment while choosing a shampoo and consider protein supplements and creatine etc in
shampoo
    Doesn’t contain chemical
    Customers
    understand
    that
    their
    
    shampoos have chemicals, but they are looking for chemical free yet effective
shampoo for future usage.
    Easily available
    Availability is very important factor and
absence leads to brand switching
    Good fragrance
    Some customers mention that it is important for them that how their hair smell after wash. But some customers pointed that too much of smell of
natural ingredients is not good.
ii) Primary research:
Primary research was performed to understand the actual market sentiments towards shampoo products as well as their consumer behavior towards their purchase decision of shampoo product category. Challenge of biases involved in primary research has been taken care by adopting Stratified sampling technique to avoid any demographic or behavioral biases.
Sample size: 112
Question asked: 36
· 10 questions were asked to understand the customers personal and mandatory demographic details
· 26 questions were framed to understand the consumer behavior from aspect of variables we decided in beginning. Response to these 26 questions would help us to apply marketing analytical concepts and tools to recommend about business problems
RESPONDENTS PROFILE
    
TOOLS USED FOR MARKETING ANALYTICS
· Factor Analysis : There are 26 independent variables identified after secondary research but to apply concept of Marketing analytics and further tests to come up at decision making point, it is important to club factors and variables together which are closely correlated with each other. Factor analysis tool helps to understand these correlations and club different variables indicating same trend.
· Cluster Analysis: Cluster Analysis is used to identify different cases which are similar to some extent indicating similar kind of respondents which are eventually called clusters. This is basically done on basis of across factors similarity between two or more respondents indicating similar trend.
ANALYSIS
Following steps would be followed for research purpose:
Step 1: Missing value analysis Step 2: Outlier detection Step 3: Factor Analysis
Step 5: Factor Labeling Step 6: Cluster Analysis
Step 7: Understanding clusters and defining segments Step 8: Recommendations
MISSING VALUE ANALYSIS
**We need to refer column ‘Missing value’ and check absolute number as well as %age of missing values
No missing value is identified after running this test which suggests that every respondent has filled form thoroughly. In case, there had been any missing value identified we would have treated missing value by either imputing value or deleting the cases with missing values to prepare correct data set for further analysis.
Outlier detection
Outlier detection technique is used to identify any disturbing and abnormal values or cases if collected while survey. There might be the occurrence of outliers due to outlier respondents but most of the cases it is about the misprint or error while collecting data.
Outlier detection is important as these outliers can create issue for the further test techniques and thus are needed to get rid of these outliers by either removing them completely from the data set considered for the analysis or replace it with some probable values to keep the test normal and smooth.
Mahalanobis Test is used to identify the mahalanobis distance of each case which is used to identify if the particular response or data case is lying beyond the range of data and may impact overall analysis.
Above shown is the pic of spss output after doing manhabolis test. Here we need to find the cases where psig <0.001
So we have identified 4 customers with psig value less than 0.01 . This creates problem for the regular analytical tools but with 4 customers lying at outlier gives us hint to ignore the particular cases and do not delete outliers from the data set because these four customers might form a fresh segment of...
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