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What is Perceptualmapping IJEMS V6I4P110 about?
The document discusses the use of perceptual mapping as a marketing research tool for brand positioning, highlighting its ability to visually represent consumer perceptions of products and attributes. It emphasizes the importance of understanding customer loyalty and product positioning in competitive marketing, and outlines various methods for creating perceptual maps, including discriminant analysis and factor analysis. The paper concludes that perceptual mapping aids managers in decision-making regarding
- Author
- Thanh Nga
- Language
- EN