Understanding Consumers’ Perceptions toward Grocery Stores in Bakersfield
Kameron Wilson
Purpose
This analysis compares grocery store perceptions among consumers with a college degree and consumers without a college degree.
Group 1: Consumers with a college degree
grocery1 <- read.csv(
"Bakersfield_Grocery1.csv",
header = TRUE,
row.names = 1
)
names(grocery1) <- trimws(names(grocery1))
knitr::kable(grocery1)| Yelp | Value | Convenience | Assortment | Service | Delivery_ser | Smart_Apps | |
|---|---|---|---|---|---|---|---|
| Trader Joe’s | 4.5 | 4.0 | 3.0 | 3 | 5 | 3 | 4 |
| Carniceria La Carreta | 4.0 | 2.0 | 4.0 | 4 | 5 | 3 | 0 |
| Sprouts | 4.0 | 3.0 | 3.0 | 3 | 5 | 4 | 4 |
| Albertson’s | 3.0 | 2.0 | 5.0 | 3 | 4 | 4 | 4 |
| FoodMaxx | 2.0 | 3.0 | 3.0 | 3 | 4 | 3 | 3 |
| Vallarta | 3.0 | 3.0 | 3.0 | 4 | 5 | 3 | 0 |
| Aldi | 3.5 | 4.0 | 3.0 | 3 | 5 | 5 | 0 |
| Winco | 4.0 | 5.0 | 5.0 | 5 | 5 | 4 | 4 |
| Walmart | 2.5 | 4.5 | 4.5 | 5 | 4 | 5 | 4 |
pca1 <- prcomp(grocery1, scale. = TRUE)
summary(pca1)## Importance of components:
## PC1 PC2 PC3 PC4 PC5 PC6 PC7
## Standard deviation 1.5609 1.3596 0.9975 0.9758 0.79712 0.31373 0.18494
## Proportion of Variance 0.3481 0.2641 0.1421 0.1360 0.09077 0.01406 0.00489
## Cumulative Proportion 0.3481 0.6121 0.7543 0.8903 0.98105 0.99511 1.00000ggbiplot(
pca1,
obs.scale = 1,
var.scale = 1,
circle = TRUE,
geom.ind = c("point", "text"),
labels = rownames(grocery1)
) +
ggtitle("Grocery Store Perceptions: College Degree") +
theme_minimal()
Group 2: Consumers without a college degree
grocery2 <- read.csv(
"Bakersfield_Grocery2.csv",
header = TRUE,
row.names = 1
)
names(grocery2) <- trimws(names(grocery2))
knitr::kable(grocery2)| Yelp | Value | Convenience | Assortment | Service | Delivery_ser | Smart_Apps | |
|---|---|---|---|---|---|---|---|
| Trader Joe’s | 4 | 2.0 | 3.0 | 3 | 4 | 2 | 2 |
| Carniceria La Carreta | 5 | 5.0 | 5.0 | 4 | 5 | 2 | 0 |
| Sprouts | 4 | 3.0 | 3.0 | 3 | 3 | 3 | 2 |
| Albertson’s | 3 | 2.0 | 5.0 | 3 | 4 | 4 | 3 |
| FoodMaxx | 4 | 3.0 | 3.0 | 3 | 4 | 3 | 3 |
| Vallarta | 5 | 5.0 | 5.0 | 4 | 5 | 3 | 0 |
| Aldi | 4 | 4.0 | 3.0 | 3 | 5 | 5 | 0 |
| Winco | 5 | 5.0 | 5.0 | 5 | 5 | 4 | 3 |
| Walmart | 4 | 4.5 | 4.5 | 5 | 4 | 5 | 4 |
pca2 <- prcomp(grocery2, scale. = TRUE)
summary(pca2)## Importance of components:
## PC1 PC2 PC3 PC4 PC5 PC6 PC7
## Standard deviation 1.8707 1.3224 0.9390 0.76890 0.47239 0.18816 0.1426
## Proportion of Variance 0.4999 0.2498 0.1260 0.08446 0.03188 0.00506 0.0029
## Cumulative Proportion 0.4999 0.7497 0.8757 0.96016 0.99204 0.99710 1.0000ggbiplot(
pca2,
obs.scale = 1,
var.scale = 1,
circle = TRUE,
geom.ind = c("point", "text"),
labels = rownames(grocery2)
) +
ggtitle("Grocery Store Perceptions: No College Degree") +
theme_minimal()
Interpretation
Interpretation will be added after reviewing both maps.
Limitations
These results describe the provided sample. Differences between the groups do not establish that education causes differences in perceptions, and the findings should not be generalized to all Bakersfield consumers.