presented by:

Amritesh shyam
Vegulla manikanta
Alekhya dasari
Aman pattanayak
Subhasish
 MULTIDIMENSIONAL SCALING IS A VISUAL REPRESENTATION OF
DISTANCES OR DISSIMILARITIES BETWEEN SETS OF OBJECTS.

MULTIDIMENSIONAL SCALING (MDS) IS A CLASS OF PROCEDURES

FOR REPRESENTING PERCEPTIONS AND PREFERENCES OF
RESPONDENTS SPATIALLY BY MEANS OF VISUAL DISPLAY. TO
DETERMINE THE NUMBER AND NATURE OF DIMENSIONS CONSUMERS
USE TO PERCEIVE DIFFERENT BRANDS.
Brand similarity studies
Product positioning
Market segmentation
Assessing advertising activities and their effectiveness
Distribution channel decisions
Pricing analysis
Position of the product in a perceptual map of major
competitors.

To find out the comparable brands of the respective

category and also to determine the brand positioning.
 FORMULATING THE PROBLEM

OBTAINING INPUT DATA

RUNNING THE MDS STATISTICAL PROGRAM

MAPPING THE RESULTS AND DEFINING THE DIMENSIONS

TEST THE RESULTS FOR RELIABILITY AND VALIDITY

Six mobile phone brands available in the Indian market is taken
and MDS is used to determine how Indian consumers perceive
them. Also it is used to find out how many dimensions the
consumers seem to be considering when they think of these
brands.
 CONCLUSION
MDS is the most effective way to find similarities and
dissimilarities among products of various brands. The
software that is SPSS obtains the accurate measurement
between the products.

THANK
YOU