Using Multinomial Logistic Regression to Profile Consumers of Packaged Goods
As part of an effort to improve the marketing of its breakfast options, a Consumer Packaged Goods company polls 880 people, noting their age, gender, marital status, and whether or not they have an active lifestyle (based upon whether they exercise at least twice a week). Each participant then tasted 3 breakfast foods and was asked which one they liked best.
This information is collected in cereal.sav. See the topic Sample Files for more information. Use Multinomial Logistic Regression to determine marketing profiles for each breakfast option.