Ocean Spray Cranberries Inc. (B)

Case Analysis

A consumer attitude survey of more than 1,000 users cranberry was performed. Multivariate statistical methods including factor analysis, cluster analysis, and multiple discriminant analysis were used to position four segments before on the market. The research team has proposed changes in product and advertising strategy. What should the management do next? Provides an example of psychographic research applied to a commodity grocery product. No special statistical … Read more »

A consumer attitude survey of more than 1,000 users cranberry was performed. Multivariate statistical methods including factor analysis, cluster analysis, and multiple discriminant analysis were used to position four segments before on the market. The research team has proposed changes in product and advertising strategy. What should the management do next? Provides an example of psychographic research applied to a commodity grocery product. No special statistical competence is assumed by the student.
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from
Debruicker F. Stewart,
Jan-Erik Modig
Source: Harvard Business School
18 pages.
Release date: 01 September 1974. Prod #: 575040-PDF-ENG
Ocean Spray Cranberries, Inc. (B) HBR case solution