This study (presented in detail in Section IV.3.E) describes how consumers perceive the marketed brands. Respondents are asked to rate the physical characteristics of each brand on a scale from 1 to 7. In the example below, consumers have rated the brand MOST at 2.4 on the Power scale because they perceive it as being less powerful than brand ROLL, rated at 5.3.
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MOST (2.4) |
ROLL |
(5.3) | ||||||||||||
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Low
ê |
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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 brand with the ideal ones for a given segment, you can determine if this brand fits the needs of consumers in that segment.