Multi-dimensional scaling method in preparation of perception maps

The function of product positioning is to determine the posture of enterprises in the market. Therefore it is an important marketing tool for enterprises. After the good or service has been produced, the question ?how the product will be marketed?? is asked and is followed by ?where to start?? question. It will not be wrong to define positioning as the second stage of marketing and marketing communication work ?after the target consumer mass has been determined. Positioning has a strategic role on how an identity the product will have, how and under which conditions it will be presented.One of the most important conditions for a new product to be successful is correct positioning. First the difference from its competitors and qualities peculiar to its own must be put forth. Later on, this difference and specification must be conveyed to the targeted consumer groups with clear and understandable messages.One of the important tools which enterprises utilize during positioning their products is perception maps. Perception maps present to the marketing managers their position in the market, the positions of competitor enterprises and market opportunities visually. There are two multi- variable statistical methods in the arrangement of maps. These are discriminate analysis and multi- dimensional scale analysis.In our study, how perception maps could be obtained with multi- dimensional scale analysis, which is preferred less than discriminate analysis, is explained in detail. To be more lasting and explanatory it is illustrated with a study conducted on students in Ankara as an example.Key Words:1.Product Positioning2.Perception Maps3.Multi-dimensional Scaling Method