PERCEPTUAL MAPPING OF MID END SMARTPHONE USING MULTIDIMENSIONAL SCALLING ANALYSIS (CASE : OPPO, SAMSUNG, XIAOMI, AND ASUS)
Abstract: But as time goes by,
smartphone users become selective for selecting smartphone and some companies
try to develop the smartphone with affordable price that can be reached by
various circles of people. This increases competition among smartphone
companies in creating affordable and high quality smartphone products. This
research aims to find out the positioning on perceptual mapping of mid end
smartphone products through quantitative approach from a potential customer in
manado by using the multi dimensional scalling. The sample of this research
using non probability sampling with 120 respondents of consumers that has
knowledge and experience of using various kind of top smartphone products. This
research has indentified the positioning of samsung, Oppo, Xiaomi, and Asus in
customer mind using multi dimensional scale and considered by 6 smartphones
attributes. These results show that Samsung became the most preferred brand of
smartphone consumers compared to other smartphone brands. Samsung should
maintain or improve the quality and give more innovative by provide new
smartphone with affordable price so the consumers in all type will be more
prefered with the Samsung than other brands.
Keywords: perceptual mapping,
positioning, multi dimensional scaling analysis
Penulis: Alvincent Malonda,
Sifrid S. Pangemanan
Kode Jurnal: jpmanajemendd180343
