Annexure-V- Cover Page for Academic Tasks

 
Course Code: MKT306 Course Title: Digital Marketing Analytics
Course Instructor: Dr. Mohit Jamwal
Academic Task No.: 03 Academic Task Title: Regression Analysis
Date of Allotment: 05/10/2020 Date of submission: 20/10/2020
Student’s Roll no: RQ3E15A004 Student’s Reg. no: 11816164
Evaluation Parameters: (Parameters on which student is to be evaluated- To be mentioned by students as specified a
 
Learning Outcomes: (I am able to increase engagement through Regression Analysis.)
 
Declaration:
 
I declare that this Assignment is my individual work. I have not copied it from any other student‟s work or from any o
any part been written for me by any other person.
 
Student’s Signature:
 
 
 
 
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General Observations Suggestions for Improvement Best part of assignment
 
 
 
 
 
 
 
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Max. Marks: __________________

arketing Analytics

Analysis
ion: 20/10/2020
no: 11816164
e mentioned by students as specified at the time of assigning the task by the instructor)

alysis.)

y other student‟s work or from any other source except where due acknowledgement is made explicitly in the text, nor has

assignment
itly in the text, nor has
 INTRODUCTION:
a South Korean multinational conglomerate headquartered in Samsung Town, Seoul. It comprises numero

Samsung was founded by Lee Byung-chul in 1938 as a trading company. Over the next three decades, the group dive
the construction and shipbuilding industries in the mid-1970s; these areas would drive its subsequent growth. Follow
1990, Samsung has increasingly globalised its activities and electronics; in particular, its mobile phone

Notable Samsung industrial affiliates include Samsung Electronics (the world's largest information technology co
measured by 2010 revenues), and Samsung Engineering and Samsung C&T (respectively the world's 13th and 36
Samsung Everland (operator of Everland Resort, the oldest theme park in Sou

Samsung has a powerful influence on South Korea's economic development, politics, media and culture and has
Samsung's revenue wa
 Town, Seoul. It comprises numerous affiliated businesses, most of them united under the Samsung brand, and is the largest Sou

e next three decades, the group diversified into areas including food processing, textiles, insurance, securities, and retail. Samsun
drive its subsequent growth. Following Lee's death in 1987, Samsung was separated into four business groups – Samsung Group,
nics; in particular, its mobile phones and semiconductors have become its most important source of income. As of 2017, Samsun

s largest information technology company, consumer electronics maker and chipmaker measured by 2017 revenues), Samsung H
espectively the world's 13th and 36th largest construction companies). Other notable subsidiaries include Samsung Life Insuranc
Resort, the oldest theme park in South Korea) and Cheil Worldwide (the world's 15th largest advertising agency, as measured by

politics, media and culture and has been a major driving force behind the "Miracle on the Han River". Its affiliate companies pro
Samsung's revenue was equal to 17% of South Korea's $1,082 billion GDP.
 The Samsung Group is
msung brand, and is the largest South Korean chaebol (business conglomerate).

ance, securities, and retail. Samsung entered the electronics industry in the late 1960s and
business groups – Samsung Group, Shinsegae Group, CJ Group and Hansol Group. Since
rce of income. As of 2017, Samsung has the 6th highest global brand value.

red by 2017 revenues), Samsung Heavy Industries (the world's 2nd largest shipbuilder
ries include Samsung Life Insurance (the world's 14th largest life insurance company),
dvertising agency, as measured by 2012 revenues).

n River". Its affiliate companies produce around a fifth of South Korea's total exports.
 Attributes
Processor Camera Display charging Ram

Levels
Processor Camera Display charging Ram
SDS25 32mp GORILLA 300mah 2GB
SDS30 64mp LCD 1000mah 4GB
SDS43 48mp SUPER AMOLED 5000 mah 8GB

CARDS
Processor Camera Display charging Ram
SDS25 32mp GORILLA 300mah 2GB
SDS30 64mp LCD 1000mah 4GB
SDS43 48mp SUPER AMOLED 5000 mah 8GB
SDS25 64mp SUPER AMOLED 300mah 2GB
SDS30 48mp LCD 1000mah 2GB
SDS43 48mp GORILLA 300mah 8GB
SDS25 64mp GORILLA 1000mah 4GB
SDS30 64mp SUPER AMOLED 300mah 2GB
SDS43 32mp LCD 1000mah 4GB
SDS25 64mp GORILLA 5000 mah 4GB
SDS30 64mp LCD 1000mah 8GB
SDS43 48mp GORILLA 300mah 8GB
SDS25 64mp LCD 1000mah 4GB
SDS30 64mp SUPER AMOLED 300mah 2GB
SDS43 64mp LCD 1000mah 4GB
SDS25 48mp GORILLA 5000 mah 8GB
SDS30 32mp LCD 300mah 8GB
SDS43 48mp GORILLA 300mah 4GB
SDS25 32mp LCD 5000 mah 4GB
SDS30 64mp GORILLA 1000mah 4GB
SDS43 48mp GORILLA 5000 mah 8GB
DUMMY VARIABLES
SDS30 SDS25 GORILLA SUPER AMOLED 64mp
1 0 1 1 0
1 0 1 0 0
0 0 0 0 1
0 1 0 1 0
1 0 1 0 0
1 0 0 0 1
0 0 0 1 0
0 1 1 1 1
 1 1 1 0 0
1 0 1 0 0
0 1 0 1 1
1 1 0 0 0
0 0 1 0 0
0 1 0 1 1
0 0 1 0 1
1 0 0 1 0
0 1 1 0 0
0 0 0 0 1
0 0 0 1 0
1 0 1 0 1
1 1 1 1 1

SUMMARY OUTPUT

Regression Statistics
Multiple R 0.921366747729997
R Square 0.848916683822552
Adjusted R Square 0.496388946075175
Standard Error 4.52126226772969
Observations 21

ANOVA
df SS MS F
Regression 14 689.1586488479 49.2256177749 2.4080847914
Residual 6 122.6508749616 20.4418124936
Total 20 811.8095238095

Coefficients Standard Error t Stat P-value

Intercept 8.03236858749224 4.387760036881 1.83063078199 0.116885925
X Variable 1 5.97970367889211 3.456277636511 1.73009934611 0.1343364533
X Variable 2 -6.51564054002885 2.914954014481 -2.235246425 0.0667822191
X Variable 3 -7.3943594978542 4.996519009095 -1.4799022048 0.1893924841
X Variable 4 2.30160367701558 4.410787236876 0.52181244604 0.6204955154
X Variable 5 -3.69977764419847 2.888070903773 -1.2810549905 0.2474579562
X Variable 6 -2.17542876328537 8.581959297902 -0.2534885902 0.8083530089
X Variable 7 0.816861598380435 4.750249215755 0.17196184059 0.8691209959
X Variable 8 -5.46485330851494 5.827076785782 -0.9378378747 0.3845265118
X Variable 9 -3.17485990104422 3.29876606815 -0.9624386317 0.372996622
X Variable 10 0.09024223734744 3.430649152346 0.02630471183 0.9798673581
X Variable 11 -6.24851359741098 3.142677033074 -1.9882773609 0.0939400388
X Variable 12 6.59810521387748 4.490936367685 1.46920478797 0.1921668129
X Variable 13 14.5711761898599 5.640606445514 2.58326411009 0.0415865928
X Variable 14 5.4834663013215 5.415545334611 1.01254185175 0.3503555058
 Rom Connectivity

Rom Connectivity
32GB 3G
64GB 4G
124GB 5G

Rom Connectivity Personal ranking

32GB 5G 19
124GB 4G 8
64GB 3G 6
124GB 4G 16
64GB 3G 15
32GB 5G 7
64GB 5G 20
124GB 4G 2
124GB 3G 14
64GB 4G 1
32GB 5G 13
64GB 3G 18
124GB 5G 4
32GB 4G 3
64GB 4G 5
64GB 3G 20
32GB 5G 10
64GB 4G 11
124GB 5G 17
32GB 3G 9
32GB 3G 12
DUMMY VARIABLES
48mp 2GB 4GB 32GB 64GB
1 0 0 0 0
0 1 1 1 1
0 0 0 1 0
0 0 1 1 0
1 1 0 0 0
0 0 0 1 0
0 0 1 1 1
1 0 0 0 0
 0 1 1 0 0
0 0 0 0 0
1 0 0 1 0
0 0 1 0 1
0 1 0 1 0
1 0 0 1 1
0 1 1 1 0
0 0 0 0 1
1 1 0 1 0
0 0 1 0 0
0 1 1 1 1
0 0 0 0 0
1 1 1 1 1

Significance F
0.1431778546687

Lower 95% Upper 95% Lower 95.0% Upper 95.0%

-2.7040934467325 18.768830621717 -2.70409344673252 18.768830621717
-2.477503030735 14.436910388519 -2.47750303073497 14.4369103885192
-13.648276063606 0.6169949835482 -13.6482760636059 0.616994983548197
-19.62040107568 4.8316820799712 -19.6204010756796 4.8316820799712
-8.4912038857761 13.094411239807 -8.49120388577606 13.0944112398072
-10.766632565587 3.3670772771903 -10.7666325655872 3.36707727719026
-23.174726675366 18.823869148795 -23.1747266753661 18.8238691487954
-10.806579503544 12.440302700305 -10.8065795035436 12.4403027003045
-19.723196553176 8.7934899361459 -19.7231965531758 8.79348993614589
-11.246649687355 4.8969298852665 -11.246649687355 4.89692988526652
-8.3042538306489 8.4847383053438 -8.30425383064892 8.4847383053438
-13.938367273962 1.4413400791397 -13.9383672739617 1.44134007913971
-4.3908202069482 17.587030634703 -4.3908202069482 17.5870306347032
 0.7691094306859 28.373242949034 0.769109430685933 28.3732429490339
-7.7678957583506 18.734828360994 -7.76789575835061 18.7348283609936
1000mah 5000 mah 5G 4G RANK
0 0 1 0 19
0 1 0 1 8
0 0 0 1 6
0 1 0 0 4
1 1 0 1 15
0 0 0 0 6
0 0 1 0 20
0 1 0 1 1
0 0 0 1 0
1 0 0 1 3
0 1 1 0 15
0 0 1 0 17
0 0 0 1 4
1 0 1 0 3
0 1 0 1 5
0 0 0 0 20
0 0 1 1 10
1 0 1 1 11
0 1 0 0 4
0 0 0 1 10
1 1 1 1 10
SUMMARY OUTPUT
Regression Statistics
Multiple R 0.92136674773
R Square 0.848916683823
Adjusted R Square 0.496388946075
Standard Error 4.52126226773
Observations 21

ANOVA
df SS MS F Significance F
Regression 14 689.158648848 49.225617775 2.4080847914183 0.14317785
Residual 6 122.650874962 20.441812494
Total 20 811.80952381

Coefficients Standard Error t Stat P-value Lower 95%

Intercept 8.032368587492 4.38776003688 1.830630782 0.1168859250223 -2.70409345
SDS30 5.979703678892 3.45627763651 1.7300993461 0.1343364533452 -2.47750303
SDS25 -6.51564054003 2.91495401448 -2.235246425 0.0667822190568 -13.6482761
GORILLA -7.39435949785 4.99651900909 -1.4799022048 0.1893924841442 -19.6204011
SUPER AMOLED 2.301603677016 4.41078723688 0.521812446 0.6204955154073 -8.49120389
64mp -3.6997776442 2.88807090377 -1.2810549905 0.2474579562239 -10.7666326
48mp -2.17542876329 8.5819592979 -0.2534885902 0.8083530088656 -23.1747267
2GB 0.81686159838 4.75024921576 0.1719618406 0.8691209958816 -10.8065795
4GB -5.46485330851 5.82707678578 -0.9378378747 0.3845265118088 -19.7231966
32GB -3.17485990104 3.29876606815 -0.9624386317 0.3729966219701 -11.2466497
64GB 0.090242237347 3.43064915235 0.0263047118 0.9798673580901 -8.30425383
1000mah -6.24851359741 3.14267703307 -1.9882773609 0.0939400388098 -13.9383673
5000 mah 6.598105213877 4.49093636768 1.469204788 0.1921668128763 -4.39082021
5G 14.57117618986 5.64060644551 2.5832641101 0.0415865928158 0.76910943
4G 5.483466301322 5.41554533461 1.0125418517 0.3503555057686 -7.76789576
gnificance F

Upper 95% Lower 95.0% Upper 95.0%

18.7688306217 -2.70409344673 18.768830622
14.4369103885 -2.47750303073 14.436910389
0.61699498355 -13.6482760636 0.6169949835
4.83168207997 -19.6204010757 4.83168208
13.0944112398 -8.49120388578 13.09441124
3.36707727719 -10.7666325656 3.3670772772
18.8238691488 -23.1747266754 18.823869149
12.4403027003 -10.8065795035 12.4403027
8.79348993615 -19.7231965532 8.7934899361
4.89692988527 -11.2466496874 4.8969298853
8.48473830534 -8.30425383065 8.4847383053
1.44134007914 -13.938367274 1.4413400791
17.5870306347 -4.39082020695 17.587030635
28.373242949 0.76910943069 28.373242949
18.734828361 -7.76789575835 18.734828361
The mobile product idea consists of these attributes included in the conjoint analysis , they a

Processor, camera, Display, Charging, RAM, ROM , Connectivity

SEGMENTATION:

GEOGRAPHIC: It has Samsung Guru Segment for rural areas as well as Galaxy segment fo

DEMOGRAPHIC: Samsung has mobile phones for youth, age of 16-29, for businessmen etc

PSYCHOGRAPHIC:Samsung mobile is available for those customers too who have their ch

TARGETING:

After segmenting the market based on the different groups and classes, the targets need to be

1.Trendy young people

2.professionals
3.Large businesses.
4.The common cellphone users
5.Organizations such as: services to public safety, the government, and both utility and manufacturing
6.Institutional sales for colleges
Target is not only number driven but also about acquiring and retaining customers

POSITIONING:
Positioning is about the customer perception about the brand as being different from the other
The strategies adopted by Samsung to position itself in the Mobile Phone market are as follow
_ It focuses more on the real margin which comes from mid-to-high-end segments
_ Samsung Concept store
_ Market making & category creation in small towns
_ Wider care network
_ Access to smsung care line
_ Created a Unique Brand Image for itself as a high end value driven brand.

ATTRIBUTES - Processor, camera, Display, Charging, RAM , ROM, Connectivity

Levels
Processor camera Display charging Ram
SDS25 48mp GORILLA 300mah 2GB
SDS30 64mp LCD 1000mah 4GB
SDS43 32mp SUPER AMOLED 5000 mah 8GB
l l l l l
Processor is Camera helps us to Display is the Charging is the RAM is storage
the central hub take pictures and screen of the circuit to used for a place
of the phone videos. mobile on recharge the to hold data
which we can batteries
see

REGRESSION RESULTS INTERPRETATION:

Firstly, speaking of the F-value ie; significance-F = 0.143177… This indicates that it is
Even the multiple R is good in this i.e; 0.92136.. This tells us the calculated linear regression e
Coming to the R square the value is around 0.8489.. This value is higher r-squared which indic
A small p-value (typically ≤ 0.05) indicates strong evidence against the null hypothesis, so you
The higher the t-value, the greater the confidence we have in the coefficient as a predictor. Ge

Concluding , here the p-value is less than the significance level, the sample data provide suff

DATA ANALYSIS OF ATTRIBUTES AND LEVELS:

let us consider the ranking till 5 to compare the attributes and levels

RANK Processor camera Display charging

1 SDS25 64mp GORILLA 5000 mah
2 SDS30 64mp SUPER AMOLED 300mah
3 SDS30 8mp SUPER AMOLED 300mah
4 SDS25 64mp LCD 1000mah
5 SDS43 8mp LCD 1000mah

From comparing the ranks with the attributes and levels we are able to know the product that m
Mostly they prefer the SDS25 processors with 64 mp cameras and gorilla glass
This is just a sample through first 5 rankings. Like this many models and ideas come accordin
 product idea
e conjoint analysis , they are,

STP ANALYSIS OF SAMSUNG:

well as Galaxy segment for urban areas. Samsung is one of the largest manufacturers of mobile phones and it share

16-29, for businessmen etc. for middleclass youth it has Samsung Guru which is for govt. lower class workers also.

mers too who have their choice based on their lifestyle. Samsung came with some so fancy mobile phones specially

ses, the targets need to be chosen. Samsung mobiles have the following target customers:

oth utility and manufacturing enterprises.

ng different from the other brands on specific dimension including product attributes.
Phone market are as follows:
 product design brainstroming

Rom Connectivity
32GB 3G
64GB 4G
124GB 5G
l l
ROM is the The ability to
mobile's form of connect mobile with
data storage. other devices either
RAM is a part of through sim or wifi is
ROM connectivity

INTERPRETATION

indicates that it is statistically signifcant. We can reject the null hypothesis.

culated linear regression equation fits your data
igher r-squared which indicates a better fit for the model.
the null hypothesis, so you reject the null hypothesis
oefficient as a predictor. Generally, any t-value greater than +2 or less than – 2 is acceptable

e sample data provide sufficient evidence to conclude that this regression model fits the data better than the model

Ram Rom Connectivity

4GB 64GB 4G
2GB 124GB 4G
2GB 32GB 4G
 4GB 124GB 5G
4GB 64GB 4G

e to know the product that most of the customers like,

cameras and gorilla glass display and 5000 mah charging with mostly 4gb ram and 124 gb rom with 4g connectivity.
s and ideas come according to customer choices which helps us to make thorough changes according to their wishes
le phones and it shares the highest cell phone customers with Nokia in India. It has something for everyone.   

r class workers also.

bile phones specially for girls

better than the model with no independent variables.
m with 4g connectivity.
cording to their wishes.
omething for everyone.