THE PERCEPTUAL MAPPING OF NOTEBOOK BRANDS OF YOUNG PEOPLE IN MANADO
Abstract: Most products and services
have many physical and intangible attributes with varied characteristics for a
would-be purchaser. For example, toothpaste is not merely "a tooth
cleaning product". Rather, for a consumer, it is a bundle of objective and
subjective characteristics like taste, mouth freshener, decay protection, bad
breath, price, and so on. The marketer's task is the difficult one of deciding
how many attributes to build into the product, how much quality to include in
each attribute, and how to put the attributes together to gain a competitive
advantage. This is notable that key attributes vary by market segment and
therefore the marketing effort must change accordingly. This research is
designed to have a clearer image and deeper understanding about perceptual maps
and the effect of brand attributes to the perception of the customers. The
method used in this research is the quantitative research methodology which
will provide a deep insight about perceptual maps. In the findings, there is a
significant value between the variables of indicators with the brands meaning
that they are strongly related.
Keywords: perceptual mapping,
consumer, perception
Penulis: Devid Christian
Tampinongkol, David P.E Saerang, Ferdinand J. Tumewu
Kode Jurnal: jpmanajemendd170664
