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Perceptual Mapping of Consumers: A Correspondence Analysis Approach Towards Consumers of Leather Products in Calcutta, India |
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| รหัสดีโอไอ | |
| Creator | 1. Pinaki Ranjan Bhattacharyya 2. Subhasis Dasgupta |
| Title | Perceptual Mapping of Consumers: A Correspondence Analysis Approach Towards Consumers of Leather Products in Calcutta, India |
| Publisher | Asian Forum on Business Education (AFBE) |
| Publication Year | 2557 |
| Journal Title | AFBE Journal |
| Journal Vol. | 7 |
| Journal No. | 1 |
| Page no. | 91 |
| Keyword | Perceptual mapping,correspondence analysis,MDS,customer segmentation,hierarchical cluster analysis |
| ISSN | 2071-7873 |
| Abstract | Perceptual mapping is an important tool which the marketing managers or the product developers can use before taking up any major decisions in advertisements, brand positioning or even in case of new product development. The same tool can be effectively used for even market segmentation to identify the specific target audience or customers. In this paper, the focus has been kept on correspondence analysis for its ease of use and better understanding of different perceptual maps which are existing in the market of Calcutta, India on leather products. The maps will clearly show how different attributes are mapped in the minds of the customers and how the same information can be helpful for managers to take marketing decisions on leather products. |
