The graph depicted in Figure 20 is available in the Multidimensional scaling study. It is obtained by plotting the actual characteristics of all marketed brands on the horizontal axis and the corresponding perceptions on the vertical axis. Each marketed brand corresponds to a data point on the graph. There are 18 such graphs, one for each couple “physical characteristic × MDS dimension”; for instance Processing Power × Performance, Packaging × Convenience, etc. The segment ideal values are indicated on the vertical axis. All dimensions and periods can be plotted by using the choice boxes on the left-hand side, as explained in section I.2.
This series of graphs are mostly used to design R&D projects and are discussed in more details in chapter VI of the handbook. We invite you to refer to this document for further explanations.
Figure 20 – Relationship between Physical Characteristics and Perceptions – MDS Scaling