Analisis positioning Coca-Cola di Surabaya

Sebastian, Lusia (2003) Analisis positioning Coca-Cola di Surabaya. Masters thesis, Widya Mandala Catholic University Surabaya.

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Abstract

The analysis of Coca-Cola positioning in Surabaya is done to know its position based on the seven attributes offered. The method for analysis is multidimensional scaling which tries to explain the position of other soft drinks or the competitors. The data representing the consumer's perception are collected using questionnaire which are then analyzed using the SPSS version 9.0 program. The result shows that the attributes are perceived to be important, hence they should be maintained to meet the customer's need. The perceptual mapping indicates that the result can be used to identity the closest competitor of Coca-Cola.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Multidimensional scaling, perceptual mapping, market positioning
Subjects: Business
Business > Strategic Management
Divisions: Graduate School > Master Program in Management
Depositing User: Sri Kusuma Dewi
Date Deposited: 01 Jun 2015 08:15
Last Modified: 01 Jun 2015 08:15
URI: http://repository.wima.ac.id/id/eprint/2267

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