Author Details

A brand gets its personality from how manufacturers or advertisers have highlighted them. But for sure, every buyer will have an imagery regarding products or brands which are familiar to them. There are many motorcycles brands in the market and every brand carries a personality with it. This study is to examine the correspondence between motorcycle brands and the personality traits associated with each brand. An instrument was framed to collect relevant data which can further be analysed with modern statistical tools to check the correspondence with associated personality. Almost all major brands of two wheelers are taken into account for this study. The results clearly draw the correspondence between the brands and the associated personality traits.

Keywords

Motorcycle Brands, Personality Traits, Correspondence Analysis, Self-Image.

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References

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Perception Mapping of Entry Level Passenger Cars - An Application of Multi Dimensional Scaling

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Authors

Soumya Subash Uma ¹, Hareesh N. Ramanathan ¹

Affiliations
1 Department of Management Studies, Toc H Institute of Science and Technology, Arrakunnam, Kochi, Kerala, IN

Source

International Journal of Marketing and Business Communication, Vol 5, No 3 (2016), Pagination: 37-42

Abstract

The current generation lives in a passionate world of speed. Their thirst for speed is never ending. When it comes to travelling from one space to the other, this phenomenon is not different. Nowadays as the standard of living of the people is on a increasing scale most of them who own two wheelers are switching to four wheelers due to many reasons. This paper mainly focuses on identifying the various unique selling propositions that a customer keeps in mind while buying an entry level hatchback car like Maruti Suzuki Alto, Hyundai Eon and Renault Kwid. A questionnaire was prepared and distributed among the people to collect relevant data. The data obtained from the questionnaires were later analysed using Multi-Dimensional Scaling (MDS) technique. For this particular study in order to interpret the data ALSCAL Multi-Dimensional Scaling (MDS) was used.The perception mapping was done at the end of the study which typically explains about what people think of these cars in the entry segment.

Keywords

Entry Level Cars, MDS, Perception Mapping, Hatchback Cars.

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