You Conduct a Perceptual Mapping Study for Automobiles and Decide

question 33

Essay

You conduct a perceptual mapping study for automobiles and decide that it is a three-factor solution.The label assigned to each factor is shown in the Table below.The table also shows the average rating of each brand (plus the Ideal brand)on each factor using a scale of -5 to +5. $$\begin{array} { l c c c } \text { Brand } & \text { Performance } & \text { Style } & \text { Value } \\\text { Ideal } & + 4.1 & + 4.5 & + 4.3 \\\text { Brand A } & + 3.2 & - 4.5 & + 1.1 \\\text { Brand B } & - 2.0 & + 3.3 & - 3.0 \\\text { Brand C } & + 1.0 & - 1.0 & - 0.5 \\\text { Brand D } & + 1.0 & + 2.2 & + 4.1 \\\text { Brand E } & + 4.0 & + 4.2 & + 4.1 \\\text { Brand F } & - 3.0 & - 4.0 & - 4.5\end{array}$$
Which brand is in the strongest competitive position? Which brand is in the weakest competitive position? Why?

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Definitions:

Hallucination

A sensory experience of something that does not exist outside the mind, often seen, heard, or felt.

Anxiety Reaction

An emotional and physiological response to stress characterized by feelings of tension, worried thoughts, and physical changes like increased blood pressure.

Obsession

An intrusive and persistent thought, urge, or image that repeatedly enters the mind, often causing distress.

Manic Episode

A period of abnormally elevated or irritable mood, increased energy, and other specific symptoms that significantly impact functioning, associated with bipolar disorder.