Analysis Mapping Product Tablet Based On Perception
Analysis Mapping Product Tablet Based On Perception
Author : REFI RIFALDI WINDYA GIRI; RAHMAT HIDAYAT Published on : Emerging Trends in Academic Research (ETAR) 2014 (ASTON DENPASAR HOTEL & CONVENTION CENTER Bali Indonesia)
Abstract
Evaluation of the brand positioning was felt very necessary to determine the pace and strategy of the company in the face of future business. This research is descriptive qualitative primary data using questionnaires. The method used to sort and map every attribute of a brand is the frequency and multidimensional scaling.
The purpose of this research is to study the behavior of consumers in choosing a tablet at the same time plotting tablet manufacturers (Acer, Asus, HP, iPad, Samsung and Toshiba) based on the attributes (price, design, service, features, battery life, prestige, etc.)
These results indicate the benefits and usefulness of the tablet is the most needed features, elegant design and ergonomic, user friendly, after-sales service, the value of prestige or high prestige. While the similarity of the test, attributes, features, design, service and price, samsung more like iPad, Acer Asus and HP more similar. As for the attribute long battery life and prestige, apple and samsung is pretty close to the same Acer Asus, Toshiba, and HP.”
Keywords: Positioning, Tablets, Consumer Behavior, Multidimensional Scaling
