BRAND POSITIONING THROUGH MULTIDIMENSIONAL SCALING:A STUDY IN THE TURKISH SHAMPOO MARKET
The aim of this study is to reveal the position ofseven shampoo brands that existin the Turkish market. In this research, perceptualmapping technique was usedbased on the attribute data and attribute ratings.The results of this study indicate that two most important dimensions t...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Social Sciences Research Society
2011-07-01
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| Series: | International Journal of Social Sciences and Humanity Studies |
| Online Access: | http://www.sobiad.org/ejournals/journal_IJSS/arhieves/2011_2/faruk_anil_konuk.pdf |