Abstract

The owner of a reputed bakery chain wanted to launch a new biscuit product. In this context, he wanted to assess the existing market scenario of the biscuit industry in India. He collected relevant data randomly by circulating questionnaires among consumers. He screened the data and processed it using the Multidimensional Scaling (MDS) technique. Based on the findings, he has to now take some vital decisions on the new biscuit product.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• To discuss and understand the Multidimensional Scaling (MDS) technique
• To understand the benefits of using Multidimensional Scaling
• To understand how Multidimensional Scaling is used for effective market positioning
• To understand the limitations of the study carried out by the market research firm

Keywords

Multidimensional Scaling (MDS), Marketing Research, Consumer Preferences, Market Positioning, Goodness of Fit, Likert Scale, Dependent Variable, Independent Variables, New Product Launch