Gary wants to create a perceptual map for positioning using the attribute-based approach. He comes to you for advice as to how he should get started on this. What is the first step you would advise Gary to undertake?

Answer & Explanation:

The advise is that Gary must find answer two questions to make it clear what characteristics or attributes of products are they going to deliver its customers. These two questions are as under:

Question 1:

What are the rating of all the attributes that our customer perceive our product possesses?

This question helps in understanding what our customer thinks of our products and rate characteristics of the product.

Question 2:

Which of these attribute are most important?

This question sheds light on the issue of which attribute of the product must be withdrawn and which to keep to increase the customers satisfaction and market share.

These two questions tells what features must be offered for a particular price.

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