PSC - Revision history

Andrew at 15:40, 22 October 2018

2018-10-22T15:40:03Z

Jacandrade at 15:19, 4 October 2018

2018-10-04T15:19:29Z

Jacandrade at 15:17, 4 October 2018

2018-10-04T15:17:30Z

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Jacandrade at 15:14, 4 October 2018

2018-10-04T15:14:38Z

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Jacandrade at 17:26, 5 August 2018

2018-08-05T17:26:31Z

Jacandrade at 17:23, 5 August 2018

2018-08-05T17:23:19Z

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Jacandrade at 13:51, 19 February 2018

2018-02-19T13:51:28Z

Jacandrade at 15:35, 18 February 2018

2018-02-18T15:35:20Z

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Jacandrade at 16:32, 16 February 2018

2018-02-16T16:32:23Z

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Jacandrade at 16:22, 16 February 2018

2018-02-16T16:22:26Z

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@@ Line 85: / Line 85: @@
 '''The indifferent''' (7%/stable), with medium-low consumption of salmon and cod, spends little on fish. Typically consumers here are young male, small family size, low education level living in urban centers in the countryside.
 ==== France ====
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 In all segments salmon and trout is consumed. The species mentioned above distinguish the segments from this overall baseline consumption.
 ==== Germany ====
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 In all segments cod is consumed. The species mentioned above distinguish the segments from this overall baseline consumption.
 ==== Europe ====

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 '''The health & environmentally conscious''' consumer represents 13&nbsp;% of the Italian consumers (trend: stable). Members of this segment are willing to pay (second highest expenditure for fish in Italy) for beneficial effects for both personal and environmental health. Predominantly women aged 50 + value items such as environmentally friendly, sustainability and natural ingredients, nutrients, easy-to digest characteristics highly. Appearance and traceability are also important to this segment, pointing to critical evaluation and check of quality/safety issues related to fish. They prefer wild fish, boneless and traditional recipes. Their favourite place of purchase is the supermarket/fishmonger which are also their sources of information. The segment’s usage rate is medium-high. Of note, consumers here like all fish species (although they consume sea bream and sea bass most) and buy a broad range of formats. The women and their small families (3 persons) reside in bigger urban centres, with children who are grown up but still live at home.
-''The brand-convenience-taste''' consumers reflect only a small but growing portion of the Italian market (7&nbsp;%). This group of young consumers with small families declares to have a preferred brand and to favor taste over nutritional aspects. Highly important to them are availability of the fish, new formats, labels and omega 3. The consumers here also value fish products that take little time to prepare while nutrients or sustainability claims are of no importance to them. Consistent with a brand buyer is also the fact that these consumers are not self-efficacious– they rely instead on the familiarity and security that comes with a preferred brand and label (another aspect of “convenience”). In line with this profile is the supermarket as the only place of purchase, which is also, together with advertisements, the segment’s main source of information. People in this group live predominantly in rural areas of the country. The favourite species are salmon (ready-to-eat/to cook, fresh fillet), sea bream (fresh fillet) and cod (frozen fillet) with overall medium consumption and average expenditure.
+'''The brand-convenience-taste''' consumers reflect only a small but growing portion of the Italian market (7&nbsp;%). This group of young consumers with small families declares to have a preferred brand and to favor taste over nutritional aspects. Highly important to them are availability of the fish, new formats, labels and omega 3. The consumers here also value fish products that take little time to prepare while nutrients or sustainability claims are of no importance to them. Consistent with a brand buyer is also the fact that these consumers are not self-efficacious– they rely instead on the familiarity and security that comes with a preferred brand and label (another aspect of “convenience”). In line with this profile is the supermarket as the only place of purchase, which is also, together with advertisements, the segment’s main source of information. People in this group live predominantly in rural areas of the country. The favourite species are salmon (ready-to-eat/to cook, fresh fillet), sea bream (fresh fillet) and cod (frozen fillet) with overall medium consumption and average expenditure.
 '''The self-efficacious cooking artist''' represents 14&nbsp;% of Italian consumers (trend: growing). Here we find the self-efficacious (all items that point to knowledge and evaluation of fish score high) relatively young male who likes to cook, is creative in meal preparation and looks for versatility. Consistent with the passion for cooking, saving time in meal preparation is unimportant to him. He looks for healthy products (with traceability) but also for a reasonable price-quality ratio. He and his partner (or small family) live in coastal/rural areas as well as in urban centres. The favourite place of purchase is the supermarket or the fishmonger, the source of information is the label or the advice from the fishmonger. Chooses predominantly sea bream, sea bass and cod in a wide range of formats (except ready to eat). Fish expenditure is average, in line with the fact that those who have more knowledge of fish can find more alternatives among available products.
@@ Line 146: / Line 146: @@
 Segment 5 is the '''360 degree- health oriented''' segment (11%), which gives much importance to natural fish products. Also “easy to digest” and nutrients are of utmost importance, as is the absence of smell and a guaranteed origin. It is the only segment where people also have a concern regarding negative effects of farming. Consistent with this preference they favour wild fish. The segment is characterised by medium-high fish consumption with corresponding high expenditure. Women in their 50s in 2-people households with medium education represent best the demographic profile of the segment. Italians dominate this segment (trend: increasing ).
-Segment 6, one of the smallest in EU (5&nbsp;%), is characterising the'''innovative brand buyer'''. Consumers here have a favourite brand to which they are also loyal. “Claim”-related items are important but not supported by corresponding factual knowledge. People here are also the only ones to underline new dietary preparations (e.g. gluten free products), they prefer products that take little time for preparation, and they emphasise conservation and versatility. Time, overall, is an important factor for this group. The known brand is a response to this: choosing the familiar brand saves time in terms of reflection/selection and it is a guarantee for satisfied expectations. Consumption of this segment is high with corresponding highest expenditure across all segments. British, Italian and French women around 45, with small families make up this segment (trend: increasing).
+Segment 6, one of the smallest in EU (5&nbsp;%), is characterising the '''innovative brand buyer'''. Consumers here have a favourite brand to which they are also loyal. “Claim”-related items are important but not supported by corresponding factual knowledge. People here are also the only ones to underline new dietary preparations (e.g. gluten free products), they prefer products that take little time for preparation, and they emphasise conservation and versatility. Time, overall, is an important factor for this group. The known brand is a response to this: choosing the familiar brand saves time in terms of reflection/selection and it is a guarantee for satisfied expectations. Consumption of this segment is high with corresponding highest expenditure across all segments. British, Italian and French women around 45, with small families make up this segment (trend: increasing).
 '''Indifferent''': the majority of indifferent consumers is divided among UK (31&nbsp;%) and France (27&nbsp;%), followed by Spain and Germany (15&nbsp;% and 14&nbsp;%, respectively), with a stable trend. Only 12&nbsp;% of the class is populated by Italian consumers. This segment is characterised by male and female aged 18-40, with low education and medium-low consumption. Expenditure, not surprisingly, is the lowest.

@@ Line 75: / Line 75: @@
 ''PSC home page''
-[[File:Psc_home_1.JPG |center| PSC home page]]
+[[File:Psc_home_1.png |center| PSC home page]]
-[[File:Psc_home_2.JPG |center| PSC home page]]
+[[File:Psc_home_2.png |center| PSC home page]]
@@ Line 96: / Line 96: @@
 ''PSC results page''
-[[File:Psc_results_1.JPG |center| PSC results page]]
+[[File:Psc_results_1.png |center| PSC results page]]
-[[File:Psc_results_2.JPG |center| PSC results page]]
+[[File:Psc_results_2.png |center| PSC results page]]
 After a user click the button to perform the product success check, the results page will be displayed

← Older revision		Revision as of 13:51, 19 February 2018
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		+	The PSC tool is being developed as a proxy for the multinomial regression algorithm created as a result of
		+	the research described in this page. It presents the user with an interface to select the variables to be
		+	used in the algorithm which will calculate the profile and consumption probability of the product being
		+	analysed, and display to the user the results in a graphical, user friendly form.
		+
		+	=== PSC home page ===
		+
		+	The suer can access the PSC tool home page by clicking the quick access link in the DSS homepage or by
		+	clicking the appropriate link in the top navigation bar.
		+
		+	''PSC home page''
		+	[[File:Psc_tool_home.JPG \|center\| PSC home page]]
		+
		+
		+	Once in the PSC home page, the user can initially customize 5 different attributes for the product being
		+	analized, and click the '''Perform product success check''' button to see the results.
		+	Behind the scenes, the tool wraps the attributes chosen by the user and hands over to the R language script
		+	developed in the research part of the project, ehich in turn calculates the multinomial regression for the
		+	given attributes and returns the results to the DSS tool (note that in the alpha and beta stages of the project,
		+	some results and data are based on sample data for demosntration purposes only, and may not reflect real
		+	world values. The real data will be implemented in a later stage of the project).
		+
		+	=== PSC results page ===
		+
		+	''PSC results page''
		+	[[File:Psc_tool_results.JPG \|center\| PSC results page]]
		+
		+	After a user click the button to perform the product success check, the results page will be displayed
		+	containing the description of the best matchin consumer profile for the analysed product, as well as a
		+	graphical comaprison of consumption probabilities for different product formats. More graphical analysis
		+	will be added in the near future (Graphical representation and result data are just for demostrational
		+	purpose at the moment, and have no real world reference. Real data will be included in later stages fo the
		+	project).


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