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Perception Mapping of Entry Level Passenger Cars - An Application of Multi Dimensional Scaling

International Journal of Marketing and Business Communication

Volume 5 Issue 3

Published: 2016
Author(s) Name: Soumya Subash Uma, Hareesh N. Ramanathan | Author(s) Affiliation: Dept. of Mgt. Studies, Toc H Institute of Science and Technology, Arrakunnam, Kochi, Kerala, India
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Abstract

The current generation lives in a passionate world of speed. Their thirst for speed is never ending. When it comes to travelling from one space to the other, this phenomenon is not different. Nowadays as the standard of living of the people is on a increasing scale most of them who own two wheelers are switching to four wheelers due to many reasons. This paper mainly focuses on identifying the various unique selling propositions that a customer keeps in mind while buying an entry level hatchback car like Maruti Suzuki Alto, Hyundai Eon and Renault Kwid. A questionnaire was prepared and distributed among the people to collect relevant data. The data obtained from the questionnaires were later analyzed using Multi-Dimensional Scaling (MDS) technique. For this particular study in order to interpret the data ALSCAL Multi-Dimensional Scaling (MDS) was used. The perception mapping was done at the end of the study which typically explains about what people think of these cars in the entry segment.

Keywords: Entry Level Cars, MDS, Perception Mapping, Hatchback Cars

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