Multidimensional scaling MDS has often been utilised in retailstore positioning and repositioning research. However, MDS resultsconstrain store movement to existing perceptual dimensions. This workindicates that an assessment of higher level preference functions shouldbe conducted before utilising MDS results in store positioning. Despitethis limitation, the ability of MDS to reveal current perceptualcriteria means that it can serve as a very useful diagnostic. In thisregard, MDS can be utilised to determine if a new dimension has emergedfrom a given positioning, or whether consumers have changed the salienceof their perceptual criteria, as a result of a positioning. It can alsoreveal if a referent store has moved in the appropriate direction e.g.away from competitors and towards a gap that evidences utility.
International Journal of Retail & Distribution Management – Emerald Publishing
Published: Mar 1, 1991
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