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| Author: | Niemeyer, H. G. Gretz, C. |
| Title: | Markenpositionierung als strategisches Diagnose-Instrument. Ein Beispiel auf dem Fotokameramarkt (Brand positioning as a strategic diagnostic instrument) |
| Journal: | Marktforschung und Management
1990 : VOL. 34:4, p. 163-170 |
| Index terms: | MARKET RESEARCH PHOTOGRAPHIC EQUIPMENT INDUSTRY FEDERAL REPUBLIC OF GERMANY MULTIDIMENSIONAL SCALING |
| Language: | ger |
| Abstract: | Photocamera market of the FRG is researched through the method of multidimensional scaling. A survey among dealers and end-users revealed how much importance is accorded during buying decision to individual product characteristics, image, easy handling, trade marge, picture quality etc.). MDS transforms results into a three dimensional space. Then clusters are recognized and characteristic product segments formed. |
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