Perceptual Mapping of Selected Magazines with Multidimensional Scaling (MDS)

Abstract

The first task of the brand manager when he considers his positioning strategy is to form a reasonably good idea of the market structure in which his brand will be a player. If he is planning to launch a magazine he will surely mot concern himself with all the magazines cun-ently available in the market. He will wish to know which are the sub-structures in that market.