Page 176 - DMGT209_QUANTITATIVE_TECHNIQUES_II

Unit 9: Attitude Measurement and Scaling Techniques

In a segment, where perceived quality governs decision-making, and value as a parameter Notes
is the choice, value proposition is central to Sparsh’s marketing.
In a segment, where price is the consideration, the company has priced it on par with
leaders.
In promotion, the company has used a two-pronged approach:
1. Build brand value.
2. Cut through the clutter.

Perceptual Mapping for Baby care Brands in India

Source: Times of India
Use of Multi-dimensional Scaling:
1. To determine salient product attributes perceived by buyers in the market.
2. To know the combination of attributes buyers are likely to prefer.

3. To understand the products which are viewed as substitutes and those that are differentiated.
4. For segmenting the market.
Limitations of MDS:
1. Conceptual problem: The criteria on which the similarities are gauged may vary during an
interview with respondents. They vary depending on what the respondent thinks. A
customer may buy something for himself or he may gift a product to others. In both cases,
the criteria used for selection are different.
2. Preference: Keeps changing from time to time.
3. Complicated computational problem.

LOVELY PROFESSIONAL UNIVERSITY 171