Category driver analysis-Problems

Jaccard Analysis

Case 1: Shampoo purchase

Pantene wants to know which attributes are considered by consumers while choosing it. It also wants to know the attributes used by consumers to choose competing brand ‘Clear’. Pantene wants to know how men and women differ in choosing shampoo brands. It aims to understand the attributes considered important while choosing a shampoo. These attributes are the primary drivers to choose a product.

First, Pantene conducted a research among consumers to understand which factors are considered while choosing a shampoo. Pantene provided a list of attributes to consumers and asked them to rank in terms of importance. The result provided the attributes considered more proficiently than others. Pantene filtered the 16 most important attribute considered by consumers. These are: manufacturer brand reputation, good smell, can be used by whole family, presence of natural ingredients, presence of conditioner properties, presence of vitamins for hair, anti-dandruff property, anti-hair fall property, a global brand, strengthens hair, helps in hair growth, stops split-ends, recommended by experts, used by celebrities, gives refreshing feeling, available in many variants.

Next, Pantene hired a MR agency to conduct a research to understand attribute importance.

Questionnaire 1

1. Overall, I prefer the brand Pantene. Yes/ No

2. I associate the brand Pantene with the below mentioned attributes:

manufacturer brand reputation Yes/ Nogood smell Yes/ Nocan be used by whole family Yes/ Nopresence of natural ingredients Yes/ Nopresence of conditioner properties Yes/ Nopresence of vitamins for hair Yes/ Noanti-dandruff property Yes/ Noanti-hair fall property Yes/ Noa global brand Yes/ Nostrengthens hair Yes/ Nohelps in hair growth Yes/ Nostops split-ends Yes/ Norecommended by experts Yes/ Noused by celebrities Yes/ Nogives refreshing feeling Yes/ Noavailable in many variants Yes/ No

3. What is your Gender? Male/Female

Questionnaire 2 (on another group of consumer)

1. Overall, I prefer the brand Clear. Yes/ No

2. I associate the brand Clear with the below mentioned attributes:

manufacturer brand reputation Yes/ Nogood smell Yes/ Nocan be used by whole family Yes/ Nopresence of natural ingredients Yes/ Nopresence of conditioner properties Yes/ Nopresence of vitamins for hair Yes/ Noanti-dandruff property Yes/ Noanti-hair fall property Yes/ Noa global brand Yes/ Nostrengthens hair Yes/ Nohelps in hair growth Yes/ Nostops split-ends Yes/ Norecommended by experts Yes/ Noused by celebrities Yes/ Nogives refreshing feeling Yes/ Noavailable in many variants Yes/ No

3. What is your Gender? Male/Female

Find our which attributes are important for Pantene and Clear. Which attributes are important for male and female?