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:

Gene Pool

The complete set of genetic information within all the individuals of a population, species, or group.

Disk Pecking

A behavior observed in birds, such as chickens, where they peck at small disks or spots, often used in studies of animal learning and cognition.

Innate Releasing Mechanisms

Built-in neural and physiological systems in animals that trigger specific responses to particular stimuli, facilitating instinctual behavior.

Adaptive Responses

Reactions or changes made by organisms in response to changes in their environment or internal state that are beneficial for survival and reproduction.