You are charged with a task of constructing a perceptual map that compares 4 brands of frozen
Question:
You are charged with a task of constructing a perceptual map that compares 4 brands of frozen pizza (Brands A, B, C, and D). A survey was administered to more than 300 respondents in the target market, collecting information on consumers’ perceptions of the four frozen pizzas on four product attributes: nutritional content, price, freshness of ingredients, and doughy crust. The survey questions were asked using the following format.
To what degree do the following characteristics describe brand A/B/C/D?
(Attribute- insert one: high nutritional content, high price, fresh ingredients, doughy crust):
..................1-------------------->>------------------5------------------>>----------------9
Not at all I-----------------------------------------I-------------------------------------I Perfectly describes
The results of the survey, with average responses rounded to the nearest whole number, are displayed below:
Attributes | Brand A | Brand B | Brand C | Brand D |
Nutrition | 9 | 2 | 7 | 4 |
Price | 9 | 2 | 7 | 4 |
Ingredients | 6 | 6 | 6 | 6 |
Crust | 3 | 7 | 1 | 9 |
Create a two-dimensional perceptual map based on the survey results. You need to pinpoint the four brands with number values on the map.
Auditing and Assurance Services A Systematic Approach
ISBN: 978-1259162343
9th edition
Authors: William Messier, Steven Glover, Douglas Prawitt