Brand managers for the Fruit Loops product line commissioned a perceptual product map survey to better understand competitive relationships in the cereal category and to point to possible new product introduction strategies. The intended positioning of Fruit Loops was as a nutritious fun to eat cereal.

   Results are show below. Note: mean ratings are expressed as a percentage of those definitely agreeing with the attribute statement.  For example, .45 on "Low in Fat" for Wheaties means that 45% of respondents indicated that they associate Wheaties with being low in calories.

	Wheaties	Rice Krispies	Cheerios	Shredded Wheat	Cocoa Puffs	Special K	Lucky Charms	Fruit Loops
Low in Fat	0.45	0.25	.65	0.78	0.11	0.70	0.13	0.16
Low Salt/Sodium	0.51	0.21	0.51	0.68	0.12	0.68	0.11	0.14
Fun to Eat	0.12	0.33	0.18	0.11	0.75	0.08	0.69	0.67
Good Taste	0.14	0.15	0.12	0.06	0.83	0.12	0.63	0.63
Low in Calories	0.46	0.1	0.65	0.73	0.11	0.62	0.12	0.11
Variety of Colors	0.05	0.13	0.11	0.07	0.77	0.05	0.77	0.83
Rich in Vitamins/Minerals	0.53	0.13	0.62	0.68	0.06	0.63	0.13	0.13
Great Flavor	0.11	0.22	0.32	0.14	0.69	0.11	0.71	0.78
Cool Packaging	0.13	0.15	0.46	0.07	0.78	0.13	0.74	0.83

 What are the evaluative dimensions underlying these perceptions?

 Dimension 1:

Dimension 2:
 

 

Answer rating: 100% (QA)

To identify the evaluative dimensions underlying these perceptions we need to analyze the p... View the full answer