Question

When consumers have difficulty in verbalizing their perceptions, and there are different alternative brands of toothpaste, what is the best method of judging them in terms of similarity?

1) cluster analysis
2) MDS
3) dependence techniques
4) factor loading
5) focus group

Answer 1

The best method for judging toothpaste brands in terms of similarity when consumers cannot easily express their perceptions is through Multidimensional Scaling (MDS), as it provides a visual representation of product similarities.

Step-by-step explanation:

When consumers have difficulty articulating their perceptions about different brands of toothpaste, the best method for judging them in terms of similarity is through Multidimensional Scaling (MDS). This statistical technique visually represents the distances and similarities among various items by placing them on a scatter plot.

This approach is beneficial as it can take various qualitative and quantitative attributes of toothpaste brands, such as flavor, texture, and ingredients like fluoride and abrasives, and convert them into a two-dimensional space where similar products are placed closer together. Through MDS, both marketers and consumers can gain a better understanding of how different toothpaste brands are perceived relative to each other, helping to inform consumer choice and marketing strategies.