In 2023, I graduated from the #2 Masters in Marketing program in the United States. You can learn more about my STEM degree program here.
Chocolate Market Analysis
Overview
Using XLSTAT, we analyzed a dataset containing panel data of five brands within the chocolate market with hierarchical bayes, logit, and k-means clustering to analyze cross-price elasticity, segment 500 individuals, and caulcate market share. With our results, we identified five customer segments and their respective affinities.
Role
Segment Analyst, Deck Designer
Tools
Advanced Excel, XLSTAT, K-Means Clustering, Logit, Hierarchical Bayes
Date
Wine Quality Analysis
Overview
In the past, wine quality was often judged by sensory attributes such as taste, aroma, and appearance. But in recent years, there has been growing interest in understanding not just the sensory attributes, but the chemical properties that contribute to wine quality. My team explored the quality and wine chemical components relationship to assist retailers and wholesalers with quality-based pricing by using principle coordinate and factor analysis.
Role
Project Manager
Tools
R Studio, Advanced Excel, Principle Coordinate Analysis, Factor Analysis
Date
May 2023 (1 week)
Team Members
Erica Lee | Samuel Zhao
GMO Choice Based Conjoint
Overview
As noted in the popular press government policies, the labeling of food products as “genetically modified” (aka GMO) is a controversial topic. Little is understood in terms of consumer behavior with regards to such labels. To help us understand consumer behavior in this space, we were provided a dataset that collected choice based conjoint data on consumer preferences. Using this dataset, I got a model to help us analyze individual probabilities, attribute importance, willingness to pay, and market share.
Role
Master of Science in Marketing Student
Tools
XLSTAT, Willingness to Pay, Conjoint Analysis
Date
May 2023 (1 week)