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Brand Perception Analysis Group Assignment
Brand Perception Analysis Group Assignment
Brand Perception Analysis Group Assignment
Group Assignment
Group 10
Prepared By:
Kritima Upadhyay,
Prajakta Vast,
Surbhi Rane,
Supriya Kadam
1|Page
Brand Perception Analysis:
Brand: Kia Motors
Kia Motors Corporation, commonly known as Kia Motors is a South Korean multinational automotive
manufacturer headquartered in Seoul. It is South Korea's second-largest automobile manufacturer
following the Hyundai Motor Company.
According to Kia Motors, the name "Kia" derives from the Sino-Korean characters "ki" (起, "to arise")
and "a" (亞, which stands for (East) Asia); it is roughly translated as "Rising from the East."(Wikipedia).
Brand perception is a special result of a consumer’s experiences with a brand. The purpose of this report
is to find image and awareness of the brand among the consumers, what they really think and feel about
#Kia_Motors as a brand.
For this we collected data from twitter for brand perception and sentiment analysis.
There are total 1000 no of tweets and 17 attributes in the data frame which includes global tweets for
Kia_Motors.
2|Page
Structure of Data Frame:
Before cleaning the data for analysis, let’s first change the format of date and text columns. Text column
might contain numbers, hash tags and other regular expressions converting them all to character value
making easy for corpus to read.
3|Page
2.Cleaning Tweets:
Preprocessing or Cleaning the text can dramatically improve the performance of the Bag of Words
method.
The basic approach to deal with this is to remove everything that isn’t a standard number or letter. We
will remove all punctuations, digits, URLs and stop words.We will change the case of the word to
lowercase so that same words are not counted as different because of lower or upper case .
4|Page
3.Get Sentiment for Tweets:
After cleaning of tweets, we will send text to the get_sentiment function which will asses the sentiment
5|Page
4.Create Band Corpus:
Corpus is a collection of text document over which we would apply text mining or natural language
processing routines to derive inferences. R programming uses the term to encompass a set of texts
considered similar.
VCorpus in tm refers to "Volatile" corpus which means that the corpus is stored in memory and would
be destroyed when the R object containing it is destroyed.
In this, we will use VCorpus() in corpus package is a function to create collection of text for text mining.
5.WordCloud:
We will create a word cloud to better visualize the data. For this we will use package “wordcloud”.
6|Page
6.Text Normalization: The process of normalization broadly refers to the transformation of words
into a more uniform form.
7|Page
7.Build a term-document matrix and Explore frequent terms:
After we have preprocessed or cleaned our data, we will extract the word frequencies in the text. The
tm package provides a function called TermDocumentMatrix that generates a matrix where it will counts
of how many times that word appeared in each document.
8|Page
Find the terms used most frequently:
9|Page
9.Build a random Forest:
10 | P a g e
Call:
naiveBayes.default(x = szNB, y = szLables)
A-priori probabilities:
szLables
Negative Neutral Positive
0.168 0.594 0.238
Conditional probabilities:
back
szLables No Yes
Negative 0.988095238 0.011904762
Neutral 0.993265993 0.006734007
Positive 0.991596639 0.008403361
custom
szLables No Yes
Negative 1.000000000 0.000000000
Neutral 0.996632997 0.003367003
Positive 0.978991597 0.021008403
kia
szLables No Yes
Negative 0.8928571 0.1071429
Neutral 0.2929293 0.7070707
Positive 0.6932773 0.3067227
anyplay
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 1.00000000 0.00000000
Positive 0.93277311 0.06722689
big
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 1.00000000 0.00000000
Positive 0.93277311 0.06722689
fantasi
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 1.00000000 0.00000000
Positive 0.93277311 0.06722689
fantasyand
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 1.00000000 0.00000000
Positive 0.93697479 0.06302521
11 | P a g e
get
szLables No Yes
Negative 0.976190476 0.023809524
Neutral 0.996632997 0.003367003
Positive 0.911764706 0.088235294
pick
szLables No Yes
Negative 0.994047619 0.005952381
Neutral 0.996632997 0.003367003
Positive 0.932773109 0.067226891
play
szLables No Yes
Negative 0.970238095 0.029761905
Neutral 0.998316498 0.001683502
Positive 0.911764706 0.088235294
point
szLables No Yes
Negative 0.994047619 0.005952381
Neutral 1.000000000 0.000000000
Positive 0.928571429 0.071428571
tonight
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 1.00000000 0.00000000
Positive 0.93277311 0.06722689
homeless
szLables No Yes
Negative 1.000000000 0.000000000
Neutral 0.994949495 0.005050505
Positive 0.974789916 0.025210084
one
szLables No Yes
Negative 0.654761905 0.345238095
Neutral 0.993265993 0.006734007
Positive 0.978991597 0.021008403
promis
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 1.00000000 0.00000000
Positive 0.97478992 0.02521008
yard
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 1.00000000 0.00000000
Positive 0.97478992 0.02521008
win
szLables No Yes
Negative 0.98214286 0.01785714
Neutral 1.00000000 0.00000000
Positive 0.91596639 0.08403361
winner
szLables No Yes
Negative 1.00000000 0.00000000
12 | P a g e
Neutral 1.00000000 0.00000000
Positive 0.96638655 0.03361345
america
szLables No Yes
Negative 0.994047619 0.005952381
Neutral 0.996632997 0.003367003
Positive 0.932773109 0.067226891
deliv
szLables No Yes
Negative 0.994047619 0.005952381
Neutral 0.998316498 0.001683502
Positive 0.983193277 0.016806723
motor
szLables No Yes
Negative 0.92261905 0.07738095
Neutral 0.30976431 0.69023569
Positive 0.79411765 0.20588235
three
szLables No Yes
Negative 1.000000000 0.000000000
Neutral 0.991582492 0.008417508
Positive 0.987394958 0.012605042
today
szLables No Yes
Negative 0.994047619 0.005952381
Neutral 1.000000000 0.000000000
Positive 0.974789916 0.025210084
carlow
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 0.98989899 0.01010101
Positive 1.00000000 0.00000000
check
szLables No Yes
Negative 1.000000000 0.000000000
Neutral 0.989898990 0.010101010
Positive 0.995798319 0.004201681
dooley
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 0.98989899 0.01010101
Positive 1.00000000 0.00000000
financ
szLables No Yes
Negative 0.994047619 0.005952381
Neutral 0.989898990 0.010101010
Positive 1.000000000 0.000000000
per
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 0.98989899 0.01010101
Positive 1.00000000 0.00000000
13 | P a g e
rio
szLables No Yes
Negative 1.000000000 0.000000000
Neutral 0.986531987 0.013468013
Positive 0.995798319 0.004201681
select
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 0.98989899 0.01010101
Positive 1.00000000 0.00000000
stonic
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 0.98989899 0.01010101
Positive 1.00000000 0.00000000
week
szLables No Yes
Negative 1.000000000 0.000000000
Neutral 0.988215488 0.011784512
Positive 0.991596639 0.008403361
now
szLables No Yes
Negative 0.988095238 0.011904762
Neutral 0.998316498 0.001683502
Positive 0.941176471 0.058823529
call
szLables No Yes
Negative 1.000000000 0.000000000
Neutral 0.994949495 0.005050505
Positive 0.987394958 0.012605042
make
szLables No Yes
Negative 0.994047619 0.005952381
Neutral 0.994949495 0.005050505
Positive 0.991596639 0.008403361
top
szLables No Yes
Negative 1.000000000 0.000000000
Neutral 0.998316498 0.001683502
Positive 0.978991597 0.021008403
game
szLables No Yes
Negative 0.91666667 0.08333333
Neutral 0.93097643 0.06902357
Positive 0.89075630 0.10924370
just
szLables No Yes
Negative 0.976190476 0.023809524
Neutral 0.991582492 0.008417508
Positive 0.978991597 0.021008403
cant
szLables No Yes
Negative 0.982142857 0.017857143
14 | P a g e
Neutral 0.994949495 0.005050505
Positive 0.995798319 0.004201681
realli
szLables No Yes
Negative 0.98214286 0.01785714
Neutral 1.00000000 0.00000000
Positive 0.98739496 0.01260504
dont
szLables No Yes
Negative 0.976190476 0.023809524
Neutral 0.998316498 0.001683502
Positive 0.978991597 0.021008403
pleas
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 1.00000000 0.00000000
Positive 0.96638655 0.03361345
think
szLables No Yes
Negative 0.982142857 0.017857143
Neutral 0.994949495 0.005050505
Positive 0.995798319 0.004201681
world
szLables No Yes
Negative 0.988095238 0.011904762
Neutral 0.994949495 0.005050505
Positive 0.995798319 0.004201681
still
szLables No Yes
Negative 0.976190476 0.023809524
Neutral 0.996632997 0.003367003
Positive 0.991596639 0.008403361
great
szLables No Yes
Negative 0.994047619 0.005952381
Neutral 0.994949495 0.005050505
Positive 0.978991597 0.021008403
contact
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 1.00000000 0.00000000
Positive 0.97058824 0.02941176
open
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 1.00000000 0.00000000
Positive 0.95378151 0.04621849
thank
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 1.00000000 0.00000000
Positive 0.96218487 0.03781513
15 | P a g e
like
szLables No Yes
Negative 0.98214286 0.01785714
Neutral 1.00000000 0.00000000
Positive 0.96638655 0.03361345
car
szLables No Yes
Negative 0.994047619 0.005952381
Neutral 0.993265993 0.006734007
Positive 0.945378151 0.054621849
give
szLables No Yes
Negative 1.000000000 0.000000000
Neutral 0.994949495 0.005050505
Positive 0.962184874 0.037815126
first
szLables No Yes
Negative 1.000000000 0.000000000
Neutral 0.998316498 0.001683502
Positive 0.970588235 0.029411765
via
szLables No Yes
Negative 1.000000000 0.000000000
Neutral 0.998316498 0.001683502
Positive 0.974789916 0.025210084
come
szLables No Yes
Negative 0.988095238 0.011904762
Neutral 0.996632997 0.003367003
Positive 0.983193277 0.016806723
will
szLables No Yes
Negative 0.98214286 0.01785714
Neutral 1.00000000 0.00000000
Positive 0.92857143 0.07142857
good
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 1.00000000 0.00000000
Positive 0.97478992 0.02521008
new
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 1.00000000 0.00000000
Positive 0.96638655 0.03361345
segment
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 1.00000000 0.00000000
Positive 0.97058824 0.02941176
capit
szLables No Yes
Negative 1.00000000 0.00000000
16 | P a g e
Neutral 1.00000000 0.00000000
Positive 0.97478992 0.02521008
player
szLables No Yes
Negative 0.97619048 0.02380952
Neutral 1.00000000 0.00000000
Positive 0.97478992 0.02521008
can
szLables No Yes
Negative 0.660714286 0.339285714
Neutral 0.993265993 0.006734007
Positive 0.995798319 0.004201681
kianow
szLables No Yes
Negative 0.994047619 0.005952381
Neutral 0.994949495 0.005050505
Positive 0.957983193 0.042016807
andhra
szLables No Yes
Negative 0.95238095 0.04761905
Neutral 1.00000000 0.00000000
Positive 1.00000000 0.00000000
asian
szLables No Yes
Negative 0.95238095 0.04761905
Neutral 1.00000000 0.00000000
Positive 1.00000000 0.00000000
copypast
szLables No Yes
Negative 0.95238095 0.04761905
Neutral 1.00000000 0.00000000
Positive 1.00000000 0.00000000
disput
szLables No Yes
Negative 0.95238095 0.04761905
Neutral 1.00000000 0.00000000
Positive 1.00000000 0.00000000
govt
szLables No Yes
Negative 0.95238095 0.04761905
Neutral 1.00000000 0.00000000
Positive 1.00000000 0.00000000
hai
szLables No Yes
Negative 0.95833333 0.04166667
Neutral 1.00000000 0.00000000
Positive 1.00000000 0.00000000
kiya
szLables No Yes
Negative 0.95238095 0.04761905
Neutral 1.00000000 0.00000000
Positive 1.00000000 0.00000000
17 | P a g e
kya
szLables No Yes
Negative 0.95833333 0.04166667
Neutral 1.00000000 0.00000000
Positive 1.00000000 0.00000000
neither
szLables No Yes
Negative 0.95238095 0.04761905
Neutral 1.00000000 0.00000000
Positive 1.00000000 0.00000000
nikkei
szLables No Yes
Negative 0.95238095 0.04761905
Neutral 1.00000000 0.00000000
Positive 1.00000000 0.00000000
pradesh
szLables No Yes
Negative 0.95238095 0.04761905
Neutral 1.00000000 0.00000000
Positive 1.00000000 0.00000000
reviewpadh
szLables No Yes
Negative 0.95238095 0.04761905
Neutral 1.00000000 0.00000000
Positive 1.00000000 0.00000000
accept
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 1.00000000 0.00000000
Positive 0.96218487 0.03781513
applic
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 1.00000000 0.00000000
Positive 0.96218487 0.03781513
award
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 1.00000000 0.00000000
Positive 0.96218487 0.03781513
inc
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 1.00000000 0.00000000
Positive 0.96218487 0.03781513
ofar
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 1.00000000 0.00000000
Positive 0.96218487 0.03781513
scholarship
szLables No Yes
Negative 1.00000000 0.00000000
18 | P a g e
Neutral 1.00000000 0.00000000
Positive 0.96218487 0.03781513
student
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 1.00000000 0.00000000
Positive 0.97478992 0.02521008
charli
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 0.98821549 0.01178451
Positive 1.00000000 0.00000000
speechless
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 0.98989899 0.01010101
Positive 1.00000000 0.00000000
argu
szLables No Yes
Negative 0.6666667 0.3333333
Neutral 1.0000000 0.0000000
Positive 1.0000000 0.0000000
fact
szLables No Yes
Negative 0.672619 0.327381
Neutral 1.000000 0.000000
Positive 1.000000 0.000000
mean
szLables No Yes
Negative 0.666666667 0.333333333
Neutral 0.331649832 0.668350168
Positive 0.995798319 0.004201681
ufac
szLables No Yes
Negative 0.6666667 0.3333333
Neutral 1.0000000 0.0000000
Positive 1.0000000 0.0000000
undisput
szLables No Yes
Negative 0.6666667 0.3333333
Neutral 1.0000000 0.0000000
Positive 1.0000000 0.0000000
well
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 1.00000000 0.00000000
Positive 0.94957983 0.05042017
feel
szLables No Yes
Negative 1.000000000 0.000000000
Neutral 0.998316498 0.001683502
Positive 0.970588235 0.029411765
19 | P a g e
buy
szLables No Yes
Negative 0.988095238 0.011904762
Neutral 0.998316498 0.001683502
Positive 0.987394958 0.012605042
believ
szLables No Yes
Negative 0.994047619 0.005952381
Neutral 1.000000000 0.000000000
Positive 0.962184874 0.037815126
connect
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 1.00000000 0.00000000
Positive 0.97058824 0.02941176
lucki
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 1.00000000 0.00000000
Positive 0.96638655 0.03361345
offici
szLables No Yes
Negative 0.994047619 0.005952381
Neutral 1.000000000 0.000000000
Positive 0.970588235 0.029411765
statement
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 1.00000000 0.00000000
Positive 0.97478992 0.02521008
strengthen
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 1.00000000 0.00000000
Positive 0.97478992 0.02521008
transpar
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 1.00000000 0.00000000
Positive 0.97478992 0.02521008
love
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 1.00000000 0.00000000
Positive 0.94957983 0.05042017
sorento
szLables No Yes
Negative 0.994047619 0.005952381
Neutral 0.996632997 0.003367003
Positive 0.987394958 0.012605042
much
szLables No Yes
Negative 0.988095238 0.011904762
20 | P a g e
Neutral 0.998316498 0.001683502
Positive 0.987394958 0.012605042
end
szLables No Yes
Negative 1.000000000 0.000000000
Neutral 0.996632997 0.003367003
Positive 0.978991597 0.021008403
may
szLables No Yes
Negative 0.994047619 0.005952381
Neutral 1.000000000 0.000000000
Positive 0.978991597 0.021008403
india
szLables No Yes
Negative 1.000000000 0.000000000
Neutral 0.994949495 0.005050505
Positive 0.987394958 0.012605042
experi
szLables No Yes
Negative 1.000000000 0.000000000
Neutral 0.998316498 0.001683502
Positive 0.978991597 0.021008403
egungun
szLables No Yes
Negative 1.0000000 0.0000000
Neutral 0.3333333 0.6666667
Positive 1.0000000 0.0000000
fill
szLables No Yes
Negative 1.0000000 0.0000000
Neutral 0.3333333 0.6666667
Positive 1.0000000 0.0000000
garag
szLables No Yes
Negative 1.0000000 0.0000000
Neutral 0.3333333 0.6666667
Positive 1.0000000 0.0000000
kiaful
szLables No Yes
Negative 1.0000000 0.0000000
Neutral 0.3333333 0.6666667
Positive 1.0000000 0.0000000
masquerad
szLables No Yes
Negative 1.0000000 0.0000000
Neutral 0.3333333 0.6666667
Positive 1.0000000 0.0000000
janko
szLables No Yes
Negative 0.92261905 0.07738095
Neutral 0.96464646 0.03535354
Positive 0.94117647 0.05882353
21 | P a g e
won
szLables No Yes
Negative 0.994047619 0.005952381
Neutral 1.000000000 0.000000000
Positive 0.978991597 0.021008403
againstlec
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 0.94276094 0.05723906
Positive 0.93277311 0.06722689
inwin
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 0.94276094 0.05723906
Positive 1.00000000 0.00000000
yourplay
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 0.94276094 0.05723906
Positive 0.93277311 0.06722689
mvp
szLables No Yes
Negative 0.97023810 0.02976190
Neutral 0.98989899 0.01010101
Positive 0.97899160 0.02100840
insan
szLables No Yes
Negative 0.96428571 0.03571429
Neutral 1.00000000 0.00000000
Positive 1.00000000 0.00000000
cap
szLables No Yes
Negative 0.97023810 0.02976190
Neutral 0.97979798 0.02020202
Positive 1.00000000 0.00000000
vote
szLables No Yes
Negative 1.00000000 0.00000000
Neutral 0.97979798 0.02020202
Positive 0.97899160 0.02100840
wunder
szLables No Yes
Negative 0.91666667 0.08333333
Neutral 0.96296296 0.03703704
Positive 0.97058824 0.02941176
perkz
szLables No Yes
Negative 0.98809524 0.01190476
Neutral 0.98653199 0.01346801
Positive 0.98739496 0.01260504
liter
szLables No Yes
Negative 0.928571429 0.071428571
22 | P a g e
Neutral 0.994949495 0.005050505
Positive 0.995798319 0.004201681
rob
szLables No Yes
Negative 0.8988095 0.1011905
Neutral 1.0000000 0.0000000
Positive 1.0000000 0.0000000
wtf
szLables No Yes
Negative 0.934523810 0.065476190
Neutral 0.998316498 0.001683502
Positive 1.000000000 0.000000000
steal
szLables No Yes
Negative 0.94047619 0.05952381
Neutral 1.00000000 0.00000000
Positive 0.98739496 0.01260504
baron
szLables No Yes
Negative 0.940476190 0.059523810
Neutral 1.000000000 0.000000000
Positive 0.991596639 0.008403361
carri
szLables No Yes
Negative 0.970238095 0.029761905
Neutral 0.998316498 0.001683502
Positive 0.991596639 0.008403361
troll
szLables No Yes
Negative 0.994047619 0.005952381
Neutral 0.986531987 0.013468013
Positive 0.987394958 0.012605042
finn
szLables No Yes
Negative 0.994047619 0.005952381
Neutral 1.000000000 0.000000000
Positive 0.978991597 0.021008403
23 | P a g e