This study (presented in detail in Section IV.3.E) describes how customers perceive the marketed products. Respondents are asked to rate the physical characteristics of each product on a scale from 1 to 7. In the example below, customers have rated the product MACH at 2.4 on the Power scale because they perceive it as being less powerful than product RAID, rated at 5.3.
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MACH (2.4) |
RAID |
(5.3) | ||||||||||||
|
Low
ê |
|
Average |
ê |
High | ||||||||||
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1 |
2 |
3 |
4 |
5 |
6 |
7 | ||||||||
The study also provides the ideal rating for each characteristic and each segment. The results of this study are shown in Figure 25 and Figure 26. By comparing the perceived ratings of your product with the ideal ones for a given segment, you can determine if this product fits the needs of customers in that segment.