PERCEPTOR: A Model for Product Positioning
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Abstract
The model is structured as a trial and repeat process that produces an estimate of long-run share for a new frequently purchased consumer product. Physical and psychological product attributes are linked to the trial and repeat probabilities through multidimensional scaling procedures. Perceptual maps of existing brands with ideal brand positionings are derived. The product design determines the new brand’s position in the perceptual space, and the distance from the new brand to the ideal brand specifies its probability of purchases. Measurement and estimation procedures are discussed.