THE MULTIDIMENSIONAL SCALING ANALYSIS OF PERCEPTIONS OF BRANDS AMONG TENNIS PLAYERS

Abstract

Positioning has been provided as the weapon in the competition for years. Positioning is related with creating brand perceptions in the minds of consumers The aim of this study is to explore the positions of eight tennis shoes brands (Babolat, Head, Adidas, Nike, Puma, Reebok, Yonex, Lotto) that exist in the Indian market on a two dimensional perceptual map in order to reveal the proximities between these brands on the map which will represent how similarly and how different these brands are perceived when compared with each other. Twenty male tennis players of LNIPE, Gwalior were asked to give their preferences of one shoe over another on a 8-point scale. The results of this study indicated that two most important dimensions that are effective on consumer evaluations of tennis shoes brands are found to be performance & leisure and technology & fashion. The map also presents the market opportunities for new entrants and for those brands to be repositioned.