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
Thanks for your valuable comments. This classification gives importance on economical status.
ReplyDeleteThis is informative. I am interested in the positioning of cars of other segments also. Try the graph as interactive, so that we can add our choice of cars to identify it's relative position. You may use Flash for making an interactive plot.
ReplyDeleteHey….. This is only an academic exercise!!. How you can claim that the model closely placed are similar without knowing different performance parameters? I have been in this industry and market research for many years and I can’t agree with your findings. It is only a delineation of preposterous thoughts of a harebrained person !!
ReplyDeleteThis study is incomplete !
ReplyDeleteNo interpretations or conclusions....
ReplyDeleteNo updates..... add comments / interpretations
ReplyDeleteNot informative
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ReplyDelete