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 |
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MKTG276 |
For delivery in electronic format: Rs. 200;
For delivery through courier (within India): Rs. 200 + Shipping & Handling Charges extraThemesMarketing Research/
Multidimensional Scaling/
Positioning
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| Case Length |
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7 Pages |
| Period |
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2011 |
| Pub Date |
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2011 |
| Teaching Note |
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Available |
| Organization |
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- |
| Industry |
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Food |
| Countries
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India |
Abstract:
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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.
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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:
Keywords:
Multidimensional Scaling (MDS), Marketing Research, Consumer Preferences, Market Positioning, Goodness of Fit, Likert Scale, Dependent Variable, Independent Variables, New Product Launch
Evaluation of Consumer Perceptions
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