Evaluation of Consumer Perceptions

            
 
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.



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Case Details:

Price:

Case Code : MKTG276 For delivery in electronic format: Rs. 200;
For delivery through courier (within India): Rs. 200 + Rs. 25 for Shipping & Handling Charges

Themes

Marketing Research/ Multidimensional Scaling/ Positioning
Case Length : 7 Pages
Period : 2011
Pub Date : 2011
Teaching Note : Available
Organization : -
Industry : Food
Countries : India

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.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

Issues:

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

Contents:

  Page No.
Introduction 1
Industry Background 1
About KBI 2
Exhibits 3

Keywords:

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

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