Formulate and test hypotheses (test if the overall model is significant, test if the individual variables are significant)

Select the best predictors (explain the regression coefficients)

Based on your interpretations of the results of regression analyses, you will provide recommendations and implications for designing a good positioning strategy.

Based on the assigned case,Harley's Corner: Positioning Dilemma in the Pet Food Market, dog food retailer Chandiok was wondering about the possible reasons for customers' declining preference for Harley's Corner dog food. It was important to address any shortcomings before the business worsened. Chandiok was facing a decision dilemma in terms of positioning his venture in a way that improved customer's preference toward Harley's Corner. Chandiok hired a marketing research team, which measured the positioning of Harley's Corner using both tangibles and intangibles to understand the impact of positioning.

Perform a regression analysis to explain the individual impact of various positioning variables on customers' preference. Specifically, from the dataset provided in the Excel, you will need to build a regression model which will predict customer preference based on the predictor variables (e.g., product 1, product 2, product 3, etc.).

From this your team will:

Case: Harley's Corner: Positioning Dilemma in the Pet Food Market

Harleys Corner Dataset- W17356-XLS-ENG_student_copy.xlsx