Page 24 - Demo

만족도가하인집단은20대남성의비율이가장높게나타났다이들은습관적으로구매하는경향이가장높고저렴한가격의가성비피자를구매하여만족도는낮은것으로판단된다또한섭취빈도가비교적낮아주구매브랜드의동일한메뉴를구입할가능성이높아보인다즉먹던거계속먹는폐쇄적인집단으로세집단중가장과거경험에의존하는것으로나타났다또한피자구매의사결정에있어가격이가장큰요인으로작용하는것으로나타나이들은가격탄력성이매우높을것으로추측해볼수있다이를표적시장으로할경우할인등의프로모션을통한특별한가격경쟁력을가져야한다하지만프로모션이끝나면다시저렴한주구매브랜드로돌아갈가능성이높아장기적인표적시장으로선정하기에는어려워보인다포지셔닝분석가만족도와재구매의향에따른포지셔닝포지셔닝맵을위한데이터전처리(입력)library(MASS)library(gmodels)library(dplyr)library(plyr)#미리만족도평균을구한데이터가있는파일불러오기mr_pizza=read_excel(미스터피자데이터_포지셔닝xlsx)str(mr_pizza)mp=mr_pizza%>%filter(cqQ17==1)#주구매브랜드가미스터피자인고객의데이터추출s_mp=mean(mp$cqQ37_mean)#미스터피자고객전체만족도평균값r_mp=mean(mp$cqQ21_1)#미스터피자고객전체재구매의향평균값do=mr_pizza%>%filter(cqQ17==2)#도미노피자s_do=mean(do$cqQ37_mean)r_do=mean(do$cqQ21_2)hut=mr_pizza%>%filter(cqQ17==3)#피자헛s_hut=mean(hut$cqQ37_mean)r_hut=mean(hut$cqQ21_3)papa=mr_pizza%>%filter(cqQ17==4)#파파존스s_papa=mean(papa$cqQ37_mean)r_papa=mean(papa$cqQ21_4)alv=mr_pizza%>%filter(cqQ17==5)#피자알볼로s_alv=mean(alv$cqQ37_mean)r_alv=mean(alv$cqQ21_5)24