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Global, Foreign, and Local Consumer Culture Positioning

Global, Foreign, and Local Consumer Culture Positioning

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Exhibit 7-9: McDonald’s Promoting its

Local Community Support in New Zealand



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Copyright â 2017 John Wiley & Sons,

Inc.



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Appendix: Segmentation Tools

Segmentation techniques and tools:

– Cluster Analysis: Collection of statistical procedures

for dividing objects into groups (clusters). The

grouping is done in such a manner that members

belonging to the same group are very similar to one

another but quite distinct from members of other

groups.



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Inc.



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Appendix: Segmentation Tools

– Regression Analysis: In regression, one assumes

that there exists a relationship between a response

variable, Y, and one or more so-called predictor

variables, X1, X2 and so on.

– For each of the parameter estimates, the regression

analysis will also produce standard error.

– The higher the R2 value, the better the ability of the

regression model to predict the data.

(See Exhibits 7-10 through 7-12.)



Chapter 7



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Inc.



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Exhibit 7-10: Principles of Cluster Analysis



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Inc.



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Exhibit 7-11: Plot of Concentration versus

Category Growth Chocolate Market



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Copyright © 2017 John Wiley & Sons,

Inc.



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Exhibit 7-12: Cluster Analysis



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Copyright © 2017 John Wiley & Sons,

Inc.



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