MULTIDIMENSIONAL SCALING AND RETAIL POSITIONING AN APPRAISAL

MULTIDIMENSIONAL SCALING AND RETAIL POSITIONING AN APPRAISAL 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Retail & Distribution Management Emerald Publishing

MULTIDIMENSIONAL SCALING AND RETAIL POSITIONING AN APPRAISAL

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0959-0552
DOI
10.1108/09590559110144070
Publisher site
See Article on Publisher Site

Abstract

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.

Journal

International Journal of Retail & Distribution ManagementEmerald Publishing

Published: Mar 1, 1991

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