Descriptive Analytics and Visualization Assignment

Added on - Feb 2020

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Running Head: DESCRIPTIVE ANALYTICS AND VISUALIZATIONMIS771Descriptive Analytics and VisualizationName of the StudentName of the UniversityAuthor Note
DESCRIPTIVE ANALYTICS AND VISUALIZATION1Table of Contents1. Introduction..................................................................................................................................22. Collection of Data........................................................................................................................33. Description of the Data................................................................................................................34. Analysis of the Data.....................................................................................................................34.1 Dependent Variable Analysis................................................................................................34.2 Factors Influencing Repurchasing Intention..........................................................................54.2.1 Variable Identification....................................................................................................54.2.2 Prediction of Repurchasing Intention.............................................................................74.2.3 Different Analysis...........................................................................................................84.3 Furphy Recommendation.......................................................................................................94.4 Analysis based on Time Series............................................................................................115. Recommendations and Conclusion............................................................................................11REFERENCES..............................................................................................................................13APPENDICES...............................................................................................................................14
DESCRIPTIVE ANALYTICS AND VISUALIZATION21. IntroductionFurphy Beer is a micro-brewery company born in Australia. The company is a newcompany with less than 15 years of experience in the brewing ale. The production and sales ofthe company is limited in the city of Melbourne and reginal Victoria. The sales and production isincreasing rapidly in all the other parts of Australia. In the last two years significant growth inthe production and sales have been noticed. The demand of the company has been increasing somuch that in the year 2016 they decided to increase the production to 3 million litres per year inorder to cope up with the increasing demand of the product.There are two market segments, which buy the Furphy pale ale. One is pubs, bars andrestaurants and the other is bottleshops. The beer produced by Furphy are sold in these twomarkets either directly or with the help of sales representatives.The company has experienced huge success in their operations and financial turnovers inthe previous two years. Then also, the company can sense a change in the business climate in theupcoming five years. This can be the outcome of the high popularity of craft beer andmicrobrewery culture in Victoria and its surrounding regions. Thus, with the increase in thecompetition, the company has felt the necessity of building a strong relationship with thecustomers. Thus, to understand and identify the factors that are responsible to build a strongcustomer relationship the company has appointed a market research company named BeautifulData. The have been asked to conduct a large scale survey of the clients of the company to havea clear understanding of the clients characteristics and their repurchasing intentions.
DESCRIPTIVE ANALYTICS AND VISUALIZATION32. Collection of DataTo meet the criteria provided by Furphy, the market research company Beautiful Datamade contacts with Furphy’s clients and asked them to fill up an online survey. The surveyquestionnaire contained various factors necessary for the calculation. The data on the past yearssales in the four quarters per year have been collected from the information stored and compiledthrough Furphy’s datamart.3. Description of the DataThe data collected from 200 clients of the company has 9 different perceptions of thecustomers or clients. These perceptions have been recorded in a scale of 1 – 10. Other variablesgive qualitative information about the outcomes of the purchases by the clients and their businessrelationship with the respective clients. The analysis has been done using the MS Excel software.4. Analysis of the Data4.1 Dependent Variable AnalysisThe dependent variables that has to be analyzed and predicted with the data collected areintention of the customers in repurchasing Furphy’s products and recommending the products ofthe company Furphy to others. The test results show that most of the ratings are between 7 and 8.Thus, the product from the customers has received high ratings. Hence, the product isrepurchased by the clients. The clients have a high probability of repurchasing the product. Table1 gives the repurchasing intentions of the clients. This is shown diagrammatically in figure 1.
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