Perception Mapping of the Purchase Behaviour of Mobile Phones

Abstract:     
This paper tends to portray the perception of the students of Birla Institute of Management Technology (BIMTECH) towards their purchase behaviour of mobile phones. Though this is a sample study, yet the extension of this study towards generalization will lead to the conclusion about the purchase behavior of population in age group 22-25 years. Factoring of various parameters are done using SPSS and with the factors obtained using Parallel Analysis. These factors are further carried forward to obtain the perception mapping using Multidimensional Scaling. Perceptions are the critical input for the organizations for strategic decision making. Different companies are being analyzed to find respondent’s perception using similarity dissimilarity study and also the attribute based perception analysis. Various means are compared to visualize the positioning of various brands in the mind of these respondents. Conclusions have been drawn based on the perceptions of these companies by the respondents.

Number of Pages in PDF File: 28

Keywords: Perception Mapping, SPSS, Factor Analysis, Multi Dimensional Scaling, Tukey Kramer Analysis

JEL Classification: M00, M31

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