Perceptual Mapping: Grocery Stores in Bakersfield

Introduction

This report analyzes two datasets (Bakersfield_Grocery1.csv and Bakersfield_Grocery2.csv) to understand differences in consumer perceptions toward grocery stores in Bakersfield. Perceptual mapping helps visualize how consumers view different attributes such as price, quality, and service.

Load Data

library(readr)
library(dplyr)
library(ggplot2)

data1 <- read_csv("Bakersfield_Grocery1.csv")
data2 <- read_csv("Bakersfield_Grocery2.csv")

# Clean column names
names(data1) <- trimws(names(data1))
names(data2) <- trimws(names(data2))

Preview Data

head(data1)

## # A tibble: 6 × 8
##   ...1         Yelp Value Convenience Assortment Service Delivery_ser Smart_Apps
##   <chr>       <dbl> <dbl>       <dbl>      <dbl>   <dbl>        <dbl>      <dbl>
## 1 Trader Joe…   4.5     4           3          3       5            3          4
## 2 Carniceria…   4       2           4          4       5            3          0
## 3 Sprouts       4       3           3          3       5            4          4
## 4 Albertson's   3       2           5          3       4            4          4
## 5 FoodMaxx      2       3           3          3       4            3          3
## 6 Vallarta      3       3           3          4       5            3          0

head(data2)

## # A tibble: 6 × 8
##   ...1         Yelp Value Convenience Assortment Service Delivery_ser Smart_Apps
##   <chr>       <dbl> <dbl>       <dbl>      <dbl>   <dbl>        <dbl>      <dbl>
## 1 Trader Joe…     4     2           3          3       4            2          2
## 2 Carniceria…     5     5           5          4       5            2          0
## 3 Sprouts         4     3           3          3       3            3          2
## 4 Albertson's     3     2           5          3       4            4          3
## 5 FoodMaxx        4     3           3          3       4            3          3
## 6 Vallarta        5     5           5          4       5            3          0

Convert to Numeric (if needed)

data1_num <- data1 %>% select(where(is.numeric))
data2_num <- data2 %>% select(where(is.numeric))

PCA Analysis (Perceptual Map)

pca1 <- prcomp(data1_num, scale. = TRUE)
pca2 <- prcomp(data2_num, scale. = TRUE)

Plot Perceptual Maps

library(ggplot2)

# Group 1 PCA Plot
pca1_df <- as.data.frame(pca1$x)

ggplot(pca1_df, aes(x = PC1, y = PC2)) +
  geom_point() +
  labs(title = "Perceptual Map - Group 1",
       x = "PC1",
       y = "PC2")

# Group 2 PCA Plot
pca2_df <- as.data.frame(pca2$x)

ggplot(pca2_df, aes(x = PC1, y = PC2)) +
  geom_point() +
  labs(title = "Perceptual Map - Group 2",
       x = "PC1",
       y = "PC2")

Interpretation of Differences Between Groups

There are noticeable differences between the two groups of consumers in how they perceive grocery stores in Bakersfield. One group appears to cluster around certain attributes, suggesting similar preferences, while the other group shows more variation, meaning their opinions are more spread out.

Based on perceptual mapping concepts, points that are closer together represent attributes that consumers associate closely. If the two groups show different clustering patterns, it means they prioritize different factors such as price, quality, or customer service. This suggests that grocery stores may need to adjust their strategies depending on which group they are targeting.

Suggested Marketing Strategy

A grocery store manager can use this information to make better marketing decisions. For example, if one group values low prices and convenience, the store should focus on discounts, promotions, and fast service. If another group values quality and customer experience, the store should focus on fresh products, store cleanliness, and customer service.

Using perceptual maps allows managers to understand how their store is positioned compared to competitors. This helps them decide whether to improve certain areas or focus on their strengths to attract specific customer groups.

Conclusion

Perceptual mapping provides a useful way to visualize customer perceptions and identify differences between groups. By understanding these differences, grocery stores in Bakersfield can create more targeted and effective marketing strategies.