Findings and analysis:

We have collected data based on four different categories namely as General, Taste, Packaging
and Availability. Then we have input the data in the SPSS tool to perform Multidimensional
Scaling (MDS). Below is the rating criterion that our consumer used in our experiment.

Virtually the same 1

Quite Similar 2
Resonably Similar 3
Somewhat Similar 4
Neither(Unsure) 5
Somewhat Dissimilar 6
Resonably Dissimilar 7
Quite Dissimilar 8
Virtually Opposites 9

General: Our consumer was requested to rate the ice creams he ate based on general criterion.
Rating was done based on similarities between two different brands. Below is the output we
obtained from SPSS putting the data.
 Fig: SPSS output- General category

We can see that Igloo, ZanZee and Bellissimo are pretty close to each other which means
overall they are more similar to each other than they are different. Polar and Igloo are also
similar from the consumers perspective. Kwality, Milk vita and Bloop are located far away
from other brands which indicate that they are more different from all the brands and from each
other. This resulted from a lot of factors combining together in the consumers mind thats why
this is being called General category.

Taste: Our second category was based on taste of each ice cream and consumer rated each brand
whether it is more similar or different than other brands. Below is result we obtained from SPSS.

Fig: SPSS output- Taste category

Here we can see Polar and Igloo are very similar to each other in taste. Kwality and Polar are
also somewhat similar to each other. Bloop and Milk vita are close to each other because both of
them taste different than other brands here. Bellissimo and ZanZee are separated from all other
brands as they taste totally different according to our consumer. This result is affected by the
different ingredients the brands use and sugar amount and quality. Each brand try to bring some
uniqueness in their flavor and this is why our output is kind of scattered throughout the space.

Packaging: Our next category was based on packaging of each ice cream and consumer rated
each brand whether it is more similar or different than other brands. Below is result we obtained
from SPSS.

Fig: SPSS output- Packaging category

We can see all the brands vary from each other in terms of packaging as they all like to bring out
their uniqueness in outlook. Igloo and Bellissimo is similar to each other and all other brands are
quite different. Bloop has their own packaging style which is very colorful in eyes, ZanZee has
brought a touch of color in the traditional pack of chocobar, Kwality has its own choice of
packaging in Magnum ice cream.

Availability: : Our last category was based on availability of each ice cream and consumer rated
each brand whether it is more similar or different than other brands. Below is result we obtained
from SPSS.

Fig: SPSS output- Availability category

Here Igloo and Polar are very similar to each other considering the availability. Bloop is not so
different than these two. But the rest of the brands availability varies from each other. This
could be a result of the companys distribution policy or consumers preference.
Taste

Credit
Proxscal
Version 1.0
by
Leiden SPSS Group
Leiden University
The Netherlands

Case Processing Summary

Cases 7
Sources 1
Objects 7
Proximities Total Proximities 21a
Missing Proximities 0
Active Proximitiesb 21
a. Sum of all strictly lower-triangular proximities.
b. Active proximities include all non-missing
proximities.

Stress and Fit Measures

Normalized Raw Stress .02172
Stress-I .14737a
Stress-II .43861a
S-Stress .05009b
Dispersion Accounted For .97828
(D.A.F.)
Tucker's Coefficient of .98908
Congruence
PROXSCAL minimizes Normalized Raw
Stress.
a. Optimal scaling factor = 1.022.
b. Optimal scaling factor = .989.

Final Coordinates
Dimension
1 2
ZanZee .369 .717
Bellissimo .777 -.520
Igloo -.394 .397
Bloop .055 -.156
MilkVita .299 .150
Polar -.679 -.029
Kwality -.428 -.560
Packaging

Credit
Proxscal
Version 1.0
by
Leiden SPSS Group
Leiden University
The Netherlands

Case Processing Summary

Cases 7
Sources 1
Objects 7
Proximities Total Proximities 21a
Missing Proximities 1
Active Proximitiesb 20
a. Sum of all strictly lower-triangular proximities.
b. Active proximities include all non-missing
proximities.

Stress and Fit Measures

Normalized Raw Stress .02289
Stress-I .15128a
Stress-II .52660a
S-Stress .08755b
Dispersion Accounted For .97711
(D.A.F.)
Tucker's Coefficient of .98849
Congruence
PROXSCAL minimizes Normalized Raw
Stress.
a. Optimal scaling factor = 1.023.
b. Optimal scaling factor = .966.

Final Coordinates
Dimension
1 2
ZanZee -.670 .131
Bellissimo .270 -.355
Igloo .120 -.516
Bloop .163 .277
MilkVita -.520 -.480
Polar .817 .122
Kwality -.181 .821
Availability

Credit
Proxscal
Version 1.0
by
Leiden SPSS Group
Leiden University
The Netherlands

Case Processing Summary

Cases 7
Sources 1
Objects 7
Proximities Total Proximities 21a
Missing Proximities 0
Active Proximitiesb 21
a. Sum of all strictly lower-triangular proximities.
b. Active proximities include all non-missing
proximities.

Stress and Fit Measures

Normalized Raw Stress .01120
Stress-I .10585a
Stress-II .31487a
S-Stress .02957b
Dispersion Accounted For .98880
(D.A.F.)
Tucker's Coefficient of .99438
Congruence
PROXSCAL minimizes Normalized Raw
Stress.
a. Optimal scaling factor = 1.011.
b. Optimal scaling factor = .992.

Final Coordinates
Dimension
1 2
ZanZee .845 .189
Bellissimo .602 -.428
Igloo -.341 -.477
Bloop -.139 -.011
MilkVita .252 .366
Polar -.689 -.201
Kwality -.530 .561
General

Credit
Proxscal
Version 1.0
by
Leiden SPSS Group
Leiden University
The Netherlands
 Case Processing Summary
Cases 7
Sources 1
Objects 7
Proximities Total Proximities 21a
Missing Proximities 0
Active Proximitiesb 21
a. Sum of all strictly lower-triangular proximities.
b. Active proximities include all non-missing
proximities.

Stress and Fit Measures

Normalized Raw Stress .01900
Stress-I .13785a
Stress-II .42933a
S-Stress .04330b
Dispersion Accounted For .98100
(D.A.F.)
Tucker's Coefficient of .99045
Congruence
PROXSCAL minimizes Normalized Raw
Stress.
a. Optimal scaling factor = 1.019.
b. Optimal scaling factor = .991.

Final Coordinates
Dimension
1 2
ZanZee -.736 .026
Bellissimo -.220 .196
Igloo -.341 -.237
Bloop .712 -.367
MilkVita .680 .309
Polar -.074 -.647
Kwality -.021 .719