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PERCEPTUAL MAP FOR CUSTOMER PREFERENCES OF CAR BRANDS USING MULTI DIMENSIONAL SCALING

Abstract: This research attempts to identify customer preferences among various car brands. The primary database was collected from Tambaram Municipality using simple random sampling method. The total samples 300 were collected from different customers, the questionnaire divided into two sections, they are (i) demographic details and customer preference like, price, performance, brand name, colors, etc. The main objectives of this research paper to identify which brand has attracted nore number of customers. The application of multidimensional scaling establishes the results of their scores on two dimensions and conclude tMaruti got the first position based on their price and performance, currently a good brand image, but brands like Hyundai and Ford posses second third positions respectively. Ford and Hyndai attract the customers on the basis of prize perceptions. The perceptual map shows, brands like, Hyundai and Ford perceived to be similar, where as Maruti is a standalone brand.

Keywords: Perception, customers, Multi Dimensional Scaling (MDS) and Perceptual Map

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G. MANIMANNAN, P. SANDHYA AND R. NISHANTHI


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