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IJSTR >> Volume 10 - Issue 5, May 2021 Edition

International Journal of Scientific & Technology Research  
International Journal of Scientific & Technology Research

Website: http://www.ijstr.org

ISSN 2277-8616

Segregation Of Pakistani Car Brands Using Perceptual Mapping

[Full Text]



Muhammad Farhan Mirza Muhammad Dawood Idrees; Arsalan Ansari, Abdul Sami



Customer perception, After sells and service, principal component analysis, car branding, perceptual mapping,



This study aims at assessing the customer perceptions that are influencing the buying decisions while purchasing a car in Pakistan. This paper highlights the usage of perceptual maps, benefits of positioning and repositioning strategies and shows how the perceptual map is created with the help of data collection through surveys. A questionnaire containing six attributes among eight ar brands were filled by 204 respondents across the country. Two dimensions that are After Sells Service (ASS) and price have been identified based on principal component analysis (PCA). The purpose of this research is to seek the attributes, that impact and the choice of consumers when particularly purchasing a car. The study targets to identify the gaps, current position and the repositioning opportunities to grow for the automobile brands in Pakistan. The findings would help prioritize different attributes and provide guidelines to improve and excel in the future.



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