Perceptual mapping (Multi-dimensional mapping) is a multi variate statistical technique used by market researchers to visually display the feature of a product. The position of a product is displayed in relative to similar products in the market. The main advantage of this technique is that we can able to incorporate a no. of features for constructing the similarity.
The analysis included in this blog is an attempt to appraise similarity or dissimilarity among the 21 mid segment auto mobile cars in India. For the analysis we have included 25 variables related to dimensions, performance, price, safety and special features. Values of these variables are obtained from www.gaadi.com.
Analysis of this data is conducted in IBM SPSS Ver.19. this analysis yield a high degree of accuracy for R-square and stress. The relative position of the mid segment cars are given in the graph given below.
- Chevrolet Cruze is unique in its features
