Evaluation of Consumer Perceptions

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Case Details:


Case Code : MKTG276 For delivery in electronic format: Rs. 200;
For delivery through courier (within India): Rs. 200 + Shipping & Handling Charges extra


Marketing Research/ Multidimensional Scaling/ Positioning
Case Length : 7 Pages
Period : 2011
Pub Date : 2011
Teaching Note : Available
Organization : -
Industry : Food
Countries : India


The owner of a reputed bakery chain wanted to launch a new biscuit product. In this context, he wanted to assess the existing market scenario of the biscuit industry in India.

He collected relevant data randomly by circulating questionnaires among consumers.

He screened the data and processed it using the Multidimensional Scaling (MDS) technique. Based on the findings, he has to now take some vital decisions on the new biscuit product.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies


To discuss and understand the Multidimensional Scaling (MDS) technique
To understand the benefits of using Multidimensional Scaling
To understand how Multidimensional Scaling is used for effective market positioning
To understand the limitations of the study carried out by the market research firm


  Page No.
Introduction 1
Industry Background 1
About KBI 2
Exhibits 3


Multidimensional Scaling (MDS), Marketing Research, Consumer Preferences, Market Positioning, Goodness of Fit, Likert Scale, Dependent Variable, Independent Variables, New Product Launch

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