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    Hatco Data

    Uploaded by

    Subash Manoharan
    The dataset consists of survey responses from 100 existing customers of HATCO rating the company on 7 attributes and providing information on purchase outcomes and company characteristics. The survey collected perceptions of HATCO's delivery speed, price, service, image and other attributes. It also included data on usage level, satisfaction level, company size, procurement methods and industry type. The data aims to provide HATCO insight into customer perceptions and how they relate to purchase behaviors and satisfaction.

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    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd

    Hatco Data

    Uploaded by

    Subash Manoharan
    426 views2 pages
    The dataset consists of survey responses from 100 existing customers of HATCO rating the company on 7 attributes and providing information on purchase outcomes and company characteristics. The survey collected perceptions of HATCO's delivery speed, price, service, image and other attributes. It also included data on usage level, satisfaction level, company size, procurement methods and industry type. The data aims to provide HATCO insight into customer perceptions and how they relate to purchase behaviors and satisfaction.

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    © Attribution Non-Commercial (BY-NC)

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    The dataset consists of survey responses from 100 existing customers of HATCO rating the company on 7 attributes and providing information on purchase outcomes and company characteristics. The survey collected perceptions of HATCO's delivery speed, price, service, image and other attributes. It also included data on usage level, satisfaction level, company size, procurement methods and industry type. The data aims to provide HATCO insight into customer perceptions and how they relate to purchase behaviors and satisfaction.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    426 views2 pages

    Hatco Data

    Uploaded by

    Subash Manoharan
    The dataset consists of survey responses from 100 existing customers of HATCO rating the company on 7 attributes and providing information on purchase outcomes and company characteristics. The survey collected perceptions of HATCO's delivery speed, price, service, image and other attributes. It also included data on usage level, satisfaction level, company size, procurement methods and industry type. The data aims to provide HATCO insight into customer perceptions and how they relate to purchase behaviors and satisfaction.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
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    Hatco Data

    The dataset consists of 100 observations on 14 separate variables and is an example


    of a segmentation study for a business-to-business situation, specifically a survey of
    existing customers of HATCO. Three types of information were collected:

     First is the perception of HATCO on seven attributes identified in past


    studies as the most influential in the choice of suppliers. The respondents-
    purchasing managers of firms buying from HATCO, rated HATCO on each
    attribute.

     Second are actual purchase outcomes, either the evaluations of each


    respondent's satisfaction with HATCO or the percentage of his or her
    product purchases from HATCO.

     Third are general characteristics of the purchasing companies (e.g., firm size,
    industry type).

    The data provided should give HATCO a better understanding of both the
    characteristics of its customers and the relationships between their perceptions of
    HATCO and their actions toward HATCO (purchases and satisfaction). A definition
    of each variable and an explanation of its coding are given in the following sections.

    Perceptions of HATCO
    Each of these variables was measured on a 10 point rating scale, the endpoints, labeled "Poor"
    and "Excellent".

    The seven HATCO attributes rated by each respondent are as follows:


     X1 Delivery speed---amount of time it takes to deliver the product once an
    order has been confirmed
     X2 Price level---perceived level of price charged by product suppliers
     X3 Price flexibility---perceived willingness of HATCO representatives to
    negotiate price on all types of purchases
     X4 Manufacturer's image---overall image of the manufacturer/supplier
     X5 Service---overall level of service necessary for maintaining a satisfactory
    relationship between supplier and purchaser
     X6 Salesforce's image---overall image of the manufacturer's sales force
     X7 Product quality---perceived level of quality of a particular product (e.g.,
    performance or yield)

    Purchase Outcomes
    Two specific measures were obtained that reflected the outcomes of the
    respondent’s purchase relationships with HATCO. These measures include:

     X9 Usage level---how much of the firm's total product is purchased from


    HATCO, measured on a 100-point percentage scale, ranging from 0 to 100
    percent
     X10 Satisfaction level---how satisfied the purchaser is with past purchases
    from HATCO, measured on the same graphic rating scale as the perceptions
    X1 to X7

    Purchaser Characteristics
    The five characteristics of the responding firms used in the study, some metric and
    some nonmetric, are as follows:

     X8 Size of firm---size of the firm relative to others in this market. This


    variable has two categories: 1=large, and 0=small
     X11 Specification buying---extent to which a particular purchaser evaluates
    each purchase separately (total value analysis) versus the use of specification
    buying, which details precisely the product characteristics desired. This
    variable has two categories: 1=employs total value analysis approach,
    evaluating each purchase separately, and 0=use of specification buying
     X12 Structure of procurement---method of procuring/purchasing products
    within a particular company. This variable has two categories: 1=centralized
    procurement, and 0=decentralized procurement
     X13 Type of industry---industry classification in which a product purchaser
    belongs. This variable has two categories: 1=industry A classification, and
    0=other industries
     X14 Type of buying situation---type of situation facing the purchaser. This
    variable has three categories: 1=new task, 2=modified rebuy, and 3=straight
    rebuy

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