Proceedings of 5th Asia-Pacific Business Research Conference
17 - 18 February, 2014, Hotel Istana, Kuala Lumpur, Malaysia, ISBN: 978-1-922069-44-3
Perceived Importance of Defensive Marketing Strategies
Peter Yannopoulos
The purpose of this research is to explore how people perceived the importance of
defensive marketing strategies before and after competitors’ entry into the market. We
first run factor analysis to crunch strategy variables into four broad categories, and then
use MANOVA to test how respondents’ demographic variables impact their perception
about defensive strategies. We also conduct paired-sample t-test to compare examine
people’s perceptions change on defensive strategies after competitors’ entering into
market. Finally, we use the strategy factors to run cluster analysis and provide cluster
demographic profiles for each group to serve the purpose of predicting people’s defensive
strategy choice based on their demographics.
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Peter Yannopoulos, PhD, Goodman School of Business, Brock University, St. Catharines, Ontario, Canada, L2S 3A1