Product Positioning: A Comparison of Perceptual Mapping Techniques
Abstract
Product positioning is a crucial component of competitive marketing strategy. Perceptual mapping techniques are frequently used to aid managers in making product positioning decisions. Presents an overview of perceptual mapping, explains the conceptual foundation, and compares three widely used techniques – factor analysis, discriminant analysis, and multidimensional scaling. Highlights differences in these analytical techniques, with implications for marketing managers.
Keywords
Citation
Kohli, C.S. and Leuthesser, L. (1993), "Product Positioning: A Comparison of Perceptual Mapping Techniques", Journal of Product & Brand Management, Vol. 2 No. 4, pp. 10-19. https://doi.org/10.1108/10610429310047660
Publisher
:MCB UP Ltd
Copyright © 1993, MCB UP Limited