Product Positioning: A Comparison of Perceptual Mapping Techniques
Journal of Product & Brand ManagementPublished 1 April 1993
Chiranjeev Kohli, Lance Leuthesser
Citations55
SJR quartileQ1
SJR score1.89
SNIP1.67
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Abstract
Product positioning is a crucial component of competitive marketing strategy. Perceptual mapping techniques are frequently used to aid managers in making product positioning decisions. Presents an overview of perceptual mapping, explains the conceptual foundation, and compares three widely used techniques – factor analysis, discriminant analysis, and multidimensional scaling. Highlights differences in these analytical techniques, with implications for marketing managers.
Keywords
Business, Management and Accounting
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