牙膏市场竞争力调查研究

The research of toothpaste market competitiveness

多维尺度分析是市场调查,分析数据的统计分析方法之一,通过多维尺度分析,可以将消费者对商品相似性的判断产生1张能够看出这些商品间相关性的图形。它使用的数据是消费者对一些商品相似程度或差异程度的评分,通过分析,可以生成1张能够看出这些商品间相关性的感知图。随机对16名超市牙膏消费者做调查,得到他们对不同品牌牙膏两两相似感知程度的数据,并对数据做了多维尺度分析,得到多维尺度分析图,从而分析出哪些品牌的牙膏具有市场竞争力。分析结果表明,7种品牌的牙膏有三组相似程度较高的结果,一组是高露洁和佳洁士,1组是黑人和中华,一组是康齿灵,田七和冷酸灵。这种结果可以为商家提供一种直观的信息,需要增加自己商品独特的吸引力,才能不同于同类商品而独树一帜。

ALSCAL is one way of market research and data analysis. The consumers can judge a correlation graph between commodities by ALSCAL. The data that it is used are consumers’ score of similarity or difference, and through analysis, a perceptual map can be generated to see the correlation between these commodities. Through the random research of 16 toothpaste consumers, we obtain similar perception degree data, by ALSCAL, we obtain group plots, and analyze which toothpaste have market competitiveness. Analysis results show that seven kinds of brands of toothpaste have the results of three groups of higher similar degree, one group is a set of Colgate and Crest, one group is a set of Black and Chinese,and one group is a set of Kang chi-ling,Tian-qi and Leng suan-ling. This kind of result can provide a kind of intuitionistic information for the businessman, the businessman needs to increase the appeal of the commodity, and then it can be different from the same kind of goods.